Relationship Between Marketing and Consumer Demand

Relationship Between Marketing and Consumer Demand From the past decades to the new 21st century, the global economy had grown vastly over the years and the organisations had come to a realization of the importance of customer demands and the need for marketing. For most of the companies, their main objective was to make a certain amount of profit. Profit can be earned by satisfying the customers’ need through the use of marketing philosophies. Hence, customer value is an essential component for marketers to examine through the process of producing a product/outcome. In order to understand marketing and consumer demand, we will have to first elaborate the concept of what is marketing and look at the customer values. And the remaining essay would elucidate the relationship between the two. No matter in what type of industries or how large were the organisations, the company would have a certain amount of skill in marketing. So, what is marketing? Most of the people may picture a salesman straight away as they believe marketing were equivalent to the word ‘selling’. However, selling was only one of the several functions of marketing. â€Å"Marketing is the activity, set of institution, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.† (AMA, 2013) The first part of the definition, ‘activity, set of institution, and processes’ recognizes the broad scope of marketing. It indicates the roles/functions that need to be performed by marketers such as perform market researches and choosing target markets. The second part of the definition is ‘creating, communicating, delivering’. This suggests that marketing is to get the right goods and services to the right people at the right place at the right time at the right price (Elliott, Greg, Thiele Waller, 2012, ). This part of the definition included the creation and the delivery process of marketing. The third part of the definition ‘exchanging offerings that have value’ includes the process satisfying customers’ needs and wants through exchange which is one of the ways for individuals to get what they desired by offering certain things that the other party desired. For instance, money or other products. The last part of the definition â⠂¬Ëœcustomers, clients, partners, and society at large’ outlines the beneficiaries of the process of marketing. The benefits were not only received by the organisations and the consumers, the suppliers and the society can also gain benefits from marketing. The society can be benefited from marketing as marketing creates employments and society welfares and wealth as more people are spending and thus indirectly speeds up the GDP. Marketers have to perform functions such as identify the need, development of the product, pricing, distributing and promoting the product. Their main aim is to make selling superfluous. (Kotler Philip, 1983, p. 4) Apart from the definition, marketing can also be examined from the five philosophies of marketing. The production philosophy assumes the consumer would favor in the product and the main aim is to improve the efficiency of both production and distribution. The product philosophy looks at the quality of the product while assuming the consumers would favor the product. The selling philosophy involves organisations stimulate customer’s interests. The marketing philosophy questions the organisation, whether they did satisfy the customer’s needs efficiently and effectively or not compared with their competitors. And lastly, the societal marketing philosophy considers whether the organisation enhanced the consumer’s and the society’s well-being based on the marketing philosophy. For a product such as the Membership to Zoos Victoria, the marketers would have done market researches and targeted the membership to families and children as they had packaged a lot of benefits for children or family. For instance, there are 15% discounts from the stores in the zoo. Membership to Zoos Victoria also creates and deliver the good at the right time and right place, the product can be brought from online or at the zoo and even if the consumers purchased the membership after the visit to the zoo, they could get refunds for the ticket money. As mentioned in the previous, the zoo’s main target is family and children, as the kids can satisfy themselves while they visit the animals, the exchange was proceeded as the consumers, parents/families does gain happiness within the tour. Before we discuss about the customer value, I believe it is essential for us to understand value. Value is the worth, desirability or utility (Grà ¶nroos, C., 1997). On the other hand, customer Value is the difference between the benefits a customer sees from a market offering and the costs of obtaining those benefits (Quester, P., 2007). By all means, in order to make customers receive the benefits, they would have to give up certain things for the exchange of the product. In decree to get better acknowledged about the customer value, we can apply the diagram beneath. Functional/instrumental value is concerned with the products usability; the products unique characteristics and its desired function. This value is basically generated by the purchase and use of the product. Under the functional value, there are three main areas the correct attributes, appropriate performances and outcome. The correct attributes concerns with the characteristics a product has as consumers would prefer to buy a product that has the most suitable characteristics that they desired. Appropriate performances look at the quality of the product. So, the customer would be satisfied if the product is able to perform as well as it was appeared in its description. Lastly, the appropriate outcome considers whether the product reaches the outcomes that the consumer demanded. The experiential/hedonic value looks at the products ability in creating experiences, feelings and emotions of its users. For this value, there are four parts to it sensory, emotional, social/relational and epistemic. Some retailers focus on sensory value (such as aesthetes, ambulance, aromas, feel/tone) (Smith Mark, C., 2007). The third beneficial value is the symbolic/expressive value. This value is concerned with the extent to which the product gave its user a certain degree of self-worth or self-value. It is also a value that connects with personal meanings of the product to particular consumers. The social meanings of how the others think about you and conditional meanings such as Valentines rose or the dumplings that we have for Chinese New Year Festival. In order to have the benefits, customers also has cost/sacrifice values. This can be economic losses, risks associated with the product, personal investments and psychological losses. So, by knowing the customers concerns or hold back in the process of purchasing a product, the marketers would look at the costs and tries to minimize the costs so products can be sold more efficiently. For the Victoria zoos, its product: the mem bership of zoos Victoria has complied with the four values. The product does provide services/tours for its members and it has appropriate performance and outcomes (functional values). Furthermore, the membership also blends in with emotional, relational and epistemic values as the members can both enjoy the tour and learn knowledge about the zoo animals at the same time. It also helps to enhance the relationships between the consumers (families). It gave its consumers the experience to have a close interactions with the animals. The membership contains symbolic values as it carries out personal and social meanings. On the membership website, the campaign was focused on children or family relationship and it also mentioned about the fees for membership would be used for saving extinction animals. This would make the consumers of the zoo appears to be morally respectful to the society as they are indirectly helping/saving animals. Marketing and customer value has a close relationship. Customers are the core of marketing as the consumers would only buy products that they strongly desired. Thus, in order for the company to be successful, organisations would have to be customer orientated. Before organisations produce their product, a certain amount of market research would be made and these researches would have focused on the consumer needs. As more and more businesses had opened locally and globally, each organisation faces with a greater extent of competitions, no matter in quality, price or service. This growing fierce competition had led organisations to put strong emphasis on customer value and their needs. Therefore, when companies creating their product, they would put consumers values into the consideration so their product can outweigh the competitors’ products. The same concept was also adopted by the Victoria zoo, in their product, the membership to zoos Victoria. Consumers are able to receive benefits from the exchange process as their values being fulfilled by the product. For instance, members can visit new exhibits prior to the non-members, customers and there are 15% discounts for any purchase at the zoo stores. The consumer can also receive benefits such as the freedom to visit all the zoos in Victoria and there are special name cards for individual kids. These characteristics would satisfy most of the customers as they would feel being welcomed and well considered by the zoo. The zoo’s welcome letter also addresses themselves as a family, which would made consumers to felt being a part of a family. Overall, the membership of zoo Victoria is a successful product as its advertisement campaign was very well presented, there are considerations for the customer values and it adopts the marketing philosophies well through the product. For the purposes of gaining more consumers, the organisations must have a strong understanding in marketing, both as its definition and its five philosophies and in the concept of customer value. When marketing and customer values are being understood by companies, the organisation, customers and the society can all gain benefits from it as businesses can earn more profit, customers can enjoy their life by using the product and the society can gain benefits through the interactions between the two parties. Reference List America Marketing Association – AMA. (2013) Definition of Marketing. Retrieved from https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx Elliott, Greg, Sharyn Thiele, and David Waller. Marketing. 2nd Ed. (pp. ) Milton, Qld.: John Wiley and Sons Australia, 2012 Kotler, Philip. Marketing and Human Needs. Marketing in Australia. (pp. 4) New York: Prentice-Hall, 1983 Grà ¶nroos, C. (1997), â€Å"Value-Driven Relationship Marketing: From Products to Resources and Competencies,† Journal of Marketing Management, 13 (5), 407–419. J. Brock, S., Mark, C. (2007) Customer value creation: a practical framework. Associate Professor of Service Management, Faculty of Business, University of Victoria, British Columbia, Canada Quester, Pascale G.. Chapter One. Marketing: creating and delivering value. 5th Ed. (pp. ) North Ryde, N.S.W.: McGraw-Hill Australia Pty Ltd., 2007. Smith and Colgate. (2007) Customer value creation: a practical framework, Journal of Marketing Theories and Practices. Vol 15, No. 1, pp 7-23

Michael Smyth vs. Pillsbury Company. Essay

STYLE: Michael Smyth vs. Pillsbury Company. COURT: United States District Court of Pennsylvania. CITATION: 914 F. Supp. 97; 1996 U.S. Dist. LEXIS 776; 131 Lab. Cas. (CCH) P58, 104; 11 I.E.R. Cas. (BNA) 585. ISSUE: Can an employer be accused of violating public policy, tortuously invading privacy and subsequently be estopped from firing or discharging an at will employee, if for the purpose of company’s interest, it monitor an employee’s email communications over the company’s email system just to find them contrary to company’s interest? FACTS: Plaintiff, a manager at defendant’s company had work email account with access from home. Plaintiff was assured by defendant that email communication is private and confidential with no messages being intercepted and used employment termination. Plaintiff in reliance to promise to its detriment used work email system to make threatening email comments with supervisor was intercepted and employment was terminated. Court ruled in favor of Defendant as it was not evident if termination threatened or violated a clear mandate of public policy or Plaintiff’s common law right to privacy. HOLDING: An employer cannot be accused for violating public policy, privacy and/or discharging an employee according to restatement definition of tort of intrusion upon seclusion. LAW: Restatement (Second) of Torts  § 652B: Liability only attaches when the â€Å"intrusion is substantial and would be highly offensive to the ‘ordinary. â€Å"Unless an employee identifies a ‘specific’ expression of public policy violated by his discharge, it will not be labelled as wrongful and within the sphere of public policy†. EXPLANATION: The clear mandate of public policy must strike at the heart of a citizen’s social right, duties and responsibilities. Plaintiff was not fired for serving on jury duty, for prior conviction or for reporting violation of federal regulations to NRC. Plaintiff’s alleged unprofessional communication over email system utilized by entire company diminishes expectation of privacy. Plaintiff was not asked to disclose personal information by defendant. JUDGEMENT: The motion of the defendant to dismiss was granted. The complaint was dismissed with prejudice

Problems faced by women Essay

            Human Resources in the Recession: Managing and Representing People at Work in Ireland; William K Roche, Paul Teague, Anne Coughlan, Majella Fahy. The effects of the Irish recession on the manner in which people are managed at work and on how they are represented by trade unions is the subject of this study. This study examines how human resource managers and unions (where they are found) have faced the challenges. First of all, the impact of the international financial and economic crisis on the Irish labor market is assessed. Then, the Irish economic crisis is placed in a comparative European context to get a sense of the extent to which the public policy response in Ireland has been similar to those pursued by other EU member states. After this assessment a detailed literature review is conducted on reviews and debates concerning the impact of recessions, past and present, on the conduct of human resources in organizations. This is followed by a detailed examina tion of the type of policies and practices that are available to HR when making adjustments to difficult business conditions. The research has used a survey conducted of managers with responsibility for human resources to assess their responses to the recession. The survey firstly sought to examine the impact of the recession on firms in terms of revenue and employment change, in order to establish the commercial context for any recessionary measures adopted. The subjects of examination are then the types and incidence of measures taken by firms, ranging from pay and headcount adjustments, changes in HR systems and functions, to changes in working time arrangements. The responses of the firms reflect the severe effects and challenges experienced by the survey respondents. This is followed by an investigation into the role of the HR function in the recession. The section explores whether the operation of HR has changed as a result of the recession, the function’s level of infl uence in terms of HR strategy formulation and implementation, the business role of HR, the level of engagement with employees, types of policies and practices that have received greater or lesser attention and relationships with trade unions. Finally, the HR practices that survey respondents considered to be most effective in helping them manage the recession are investigated. Examination of the effects of the recession, as experienced by thirty HR  managers, representing a wide range of businesses, who participated in the different focus groups is entailed. It reviews, in detail, the effects on HR of acute cost, headcount and productivity pressures and the range of retrenchment measures that they were required to put in place. The research then examines HR managers’ understanding of what constitutes ‘good human resource practice’ in recent and current recessionary conditions. The main HR practices that were identified in the literature include – wage ad justment; employment adjustment; re-organization of working time; workforce stabilization; employability; voice and engagement; and process or product innovation. By and large, while most of the measures adopted were aimed at reducing pay costs in one way or another, Irish firms have been quite diverse with respect to the range of measures that have been implemented to steer their way through the recession. The survey results also show that HR mangers have been steadfast with regard to implementing the ‘softer’ side of HR practices.             Impact of the Recession on the Labor Market in the South East; Annette Cox, Terence Hogarth, Thomas Usher, David Owen, Freddie Sumption, Joy Oakley. This study focused on analyzing the impact of economic downturn on skills needs and training practices within different sectors in the South East, focusing on a mixture of sectors which were seriously affected by recession and those which might lead the recovery. The research consisted of two phases: the first involving quantitative analysis and literature review, and the second involving qualitative analysis of interviews conducted with stakeholders and employers. The research concluded that the Impact of Recession on Employers’ Current and Future Skills Needs and Training Practices is conditional. Small organizations are reported to be more likely to reduce training investment than large firms and commitment to training varies by sector, There is an increased demand for ‘short and sharp’ courses, Training opportunities are being targeted at senior staff and trainees, Employers are receiving high numbers of applications and using tighter screening criteria and Multi-skilling needs are developing as a result of expansion or contraction of business.             The impact of the economic recession on hR; Talent 2 and Ipsos MORI This study is based on a survey. Senior HR professionals were asked about how the global recession is affecting their organizations and their people management strategies and practices. 200 senior HR Directors and VPs were invited to participate in the survey, and 73 completed it. The findings of the survey were that HR is greatly affected by recession in the economy. Three in five respondents felt that the current capital markets had a direct impact on their organization, with three- quarters also feeling they have a direct impact on HR. Similarly, the vast majority of organizations (95%) were either freezing, or decreasing, their annual HR budget, in areas such as training and development, external training, the use of external consultants, recruitment and HR systems. Evidence suggests this is likely to be the case regardless of what the predicted financial performance is for their organization. The top three priorities selected were Performance management; Leadership and management development; and Employee communication and engagement.             The Impact of the Recession on Employment-Based Health Coverage ; Paul Fronstin This article focuses on the impact of the recession on employment-based health coverage. This Issue Brief examines changes in health coverage among workers during the recession that started in December 2007, including monthly changes for 2007 and May 2008−July 2009. The emphasis is on changes that occurred between September 2007 and April 2009. While health coverage through the work place is by far the most common source of health insurance among the population under age 65, the recession that started in December 2007 is associated with a change in employment- based coverage and the uninsured. Workers least likely to have employment-based coverage at the beginning of the recession were more likely than other workers to experience a decline in the percentage with such coverage one year later. Younger workers were more likely to lose coverage than older workers. Hispanic workers we re more likely to lose coverage than whites or blacks. Part-time workers were more likely than full-time workers to have lost employment-based coverage. The percentage of workers with own name employment-based coverage declined the most for those employed with  for-profit private- sector employers and those employed by the federal government. The largest declines in the percentage of workers with employment-based coverage in their own name by firm size occurred in the smallest firms, those least likely to offer coverage. Workers who were members of a union were less likely to have experienced a loss of employment- based coverage than were nonunion workers. Workers with the lowest earnings were the least likely to have employment-based coverage in their own name and experienced the largest decline in coverage.

America s Influence On North America - 1130 Words

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The Immigrant Advantage By Claudia Kolker - 878 Words

In Claudia Kolker’s book The Immigrant Advantage, she talks about the cultural tradition of arranged marriages brought by South Asian immigrants to the United States. Kolker agrues that arranged marriages are much more effective in finding a spouse than traditional marriages. Kolker believes that this tradition of assistive marriage should be adopted by Americans. Research and studies have shown that â€Å"women in arranged marriages rated the highest marital status† (Kolker, 71) compared to couples who have arranged marriages. Arranged marriage is great for individuals who are ready to settle down and start their own life without wasting any time finding a partner. Arranged marriage saves a great amount of time on dating people who are not compatible with your personality or beliefs. As Kolker states, assistive marriage does not just save time in finding a lifelong partner but, it also leads to exceptional happiness between the couple than a traditional marriage repo rted by couples during studies. Traditions brought by immigrants such as, assistive marriage should be considered by American traditions. Those individuals who are proposed of the idea of arranged marriage ask the question â€Å"whether a parent can be trusted to find the right partner for a child† (Kolker, 62). These days parents and children argue about almost every single topic let alone finding a spouse for them. It sounds weird when a mother looks for brides for her grown son. But, marriage â€Å"as we understand it,Show MoreRelatedThe Immigrant Advantage By Claudia Kolker849 Words   |  4 Pages I have read a lot of books on the subject of culture and customs of the country. When I read the book â€Å"The Immigrant Advantage† of Claudia Kolker, I understand more about the immigrants’ culture and their lifestyle. Through the book, I found interesting things about all the ideas of immigrants like me. I read each chapter of the book, and in the book I real ized there are three very good ideas of marriage, several generations living in the same household, and good neighbors. The marriage is oneRead MoreThe Immigrant Advantage By Claudia Kolker928 Words   |  4 PagesShajuana Williams Professor: Blake Ellis Book Review 2: The Immigrant Advantage There are many questions arises when it comes to the way different cultures manage everyday life. In the book, The Immigrant Advantage by Claudia Kolker, gives us some explanations on their survival techniques. This book can help some Americans like me; live a healthy, happy and hopeful lifestyle. The Author suggests that some of us Americans can learn a few tips on immigration living. To support her informationRead MoreThe Immigrant Advantage : What We Can Learn From Immigrants1424 Words   |  6 Pagesâ€Å"The Immigrant Advantage: What We Can Learn from Newcomers to America about Health, Happiness, and Hope† Book Review Interested by the success of several immigrant friends, journalist Claudia Kolker observed various customs of the immigrants and their families, which they brought along with them to the United States. She put together her observations in her book â€Å"The Immigrant Advantage: What We Can Learn from Newcomers to America about Health, Happiness, and Hope,† which gives a detailed accountRead MoreThe Immigrant Advantage : What Rest Of America Can Learn From The Fresh Immigrants1644 Words   |  7 PagesThe Immigrant Advantage: What Rest of America can learn from the fresh Immigrants. Cultures for Longer and Happier lives Inspired by her culturally diverse life in Houston, award winning journalist and author Claudia Kolker investigates the attitudes and traditions towards education, hard work and health that have been imported into the United States by immigrants from different nations. She addresses the fact that natives to the United States have so much to learn from foreigners and that theyRead MorePersuasive Essay : Assisted Marriage2451 Words   |  10 Pagesmethod which would work very well, because it involves the same metrics based efficiency as a dating service with the personal warmth and consideration of a person’s own parents. In her book, The Immigrant Advantage: What We Can Learn from Newcomers to America about Health, Happiness, and Hope, Claudia Kolker explains how the practice has evolved from an impersonal and cold practicality to a much more modern day sensibility, using one of the most western of values, metrics. The new hybrid form of arranged

Informative Speech On Business Culture Essay - 963 Words

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The Improving empathic communication skill - MyAssignmenthelp.com

Question: Discuss about the The Improving empathic communication skill. Answer: Introduction Communication is the process that conveys information from one entity or group to another. There are several barriers to communication such as lack of attention, cultural differences and many more that affect the quality of communication. Effective communication is thus the elimination of the barriers to communication so that the entire information is conveyed to the listener and no miscommunication takes place (Knapp, Vangelisti Caughlin, 2014). This type of communication principally comprises of verbal as well as active use of non-verbal communication. Non-verbal communication can be utilized to express the emotional and the mental state of the speaker as well as the listener by using facial expressions and body language. This report consists of diagnosis and reflection of the different communication styles that would include verbal, non-verbal, active listening and assertiveness. A literature review and a suitable action plan would be provided that would suggest a timeline for co mmunication improvement. The purpose of this report is to analyse the effective communication skills and to identify the areas in communication that would require improvement through the effective use of the recommended action plan. Diagnosis and Reflection The scale of effective communication can be measured using five diagnostic tools. Here, I have measured my own communication skills and developed an effective understanding of the diagnostic tools. Self-Perceived Communication Competence Scale: This tool can be used to identify the level of communication competence when I am taking to my friends, acquaintances or strangers (Shahbaz et al., 2016). I feel highly secured while communicating with my friends whether it is small or large group. I am highly motivated and competent while sharing my information with them. I am very upfront and assertive in stating my opinions to my friends (Chung Leung, 2016). Listening to their opinions is also very satisfying as I have known them for a long time and I know that their source of knowledge is authentic. I am averagely competent while talking to any acquaintance from my workplace. Being a little defensive while communicating with them is always beneficial as I have little to no idea about their thought process. Communicating with only one person or a small group of workplace acquaintances is generally good for information sharing (Li, 2014). I prefer individuals or small groups to talk a t my workplace to as the conversation often leads to rich quality information sharing. Large group meetings of acquaintances are not preferred by me as most of the discussion is only for merriment and not work related. I very assertive while taking to individuals or when I am communicating in a small group. However, I am not assertive during my conversations with a large group of acquaintances. Having a conversation with a stranger has never been my speciality. I do not share much details about myself while having a conversation with them. My body language is extremely defensive, I am a moderately active listener and I do not show any assertiveness. Personal Report of Intercultural Communication Apprehension: This diagnostic tool helped me to identify my communication skill while communicating people from different cultural backgrounds (Neuliep, 2017). Identifying the flaws and backlogs in this domain of communication is vital as I will have to work with different people in my team, many of them might be from other countries. Such a situation would mean that I would have to be comfortable working with them by effectively communicating with them. I have analysed, by using this tool that I am very comfortable while communicating with people from different cultural backgrounds. I tend to read foreign books related to cultural practices followed around the world (Jandt, 2017). Thus, I am not all nervous while communicating with them. I face no such fear while I am speaking to them. I am very eager to learn about the practices of different cultures. Drawing reference from such cultures helps me in successfully planning my life and de velop an idea on what life is about. Hence, such conversations feel me up with confidence and I enjoy such spending time with those people rather than spending time on social media. My team consists of people from different work cultures and working alongside them has helped me immensely to develop as a human being. During brainstorming sessions, when we need to create new ideas having people from different work cultures thus creates a pool of the most innovative ideas that we can utilize in our work (Meyer et al., 2014). Nonverbal Immediacy Scale-Self Report: This diagnostic tool aids in analysing my level of nonverbal communication skill. Nonverbal communication adds an additional effect to successful effective communication process (Burgoon, Guerrero Floyd, 2016). Visual aid has always been more helpful in delivering a successful message rather than a monotonous speech. Facial expressions and body language can be effectively used to communicate with the audience (Jack, Garrod Schyns, 2014). Sometimes the body language of the audience can also be used by the speaker to analyse their thinking process (Pease Pease 2016). I utilize different hand gestures to better communicate with them. I use voice intonation while taking as it helps to keep the audience captivated and interested to my speech (Elbert Dijkstra, 2014). A monotonous speech is dull to use and the audience generally losses interest on speaking in that manner (Nakai et al., 2014). I smile while talking to people. I maintain eye contact and lean forward during instances so that I could express my interest in the conversation that I am having (Jones et al., 2017). All of these demonstrates my confidence in communication. Showing confidence is of vital importance as confident speaker is admired by everyone (Derman et al., 2016). A person who does not use nonverbal communication while communicating, usually lacks confidence. Such a person would never be able to communicate effectively. Usually I do not touch shoulders and arms of others while talking to them unless it is to show sympathy or empathy (Koegel et al., 2016). Although I do a firm handshake before or after having a conversation with a colleague and even with the boss. This helps to convey my strong character and my confidence in myself and my actions. Personal Report of Public Speaking Anxiety: This diagnostic tool helped me to analyse the problems in my public speaking abilities. I am very anxious while speaking in public (Carlbring et al., 2017). Public speaking requires a lot of forte and confidence. Public speakers are generally well versed in the psychology of the common masses and they develop and manipulate their speech based on the reactions of the audience (Mawson, 2017). I get tensed before giving a public speech. The preparation phase for the speech is very unnerving for me. It generally takes a long time for me to prepare a proper speech that is suitable to be delivered in public. Practising the speech over and over does not produce any better result. Instead, my level of anxiousness increases more. I tend to forget my speech after stepping on the podium. I am in constant fear and tensed about giving my speech. However, all of these go away after I start my speech. My hands and forehead remain sweaty form before but my thought process is clear on the contents that I should say rather than the speech I have prepared. This helps to effectively communicate with the audience. Public speech can be very tricky and it is very demotivating and demoralising when people leave while I am presenting my speech. It is considered very unorthodox to involve the audience in my speech nonetheless I actively get the people to participate in my speech and thus they feel obligated to stay during the whole duration of my speech. Using the analysis that I obtained by using this tool I can decrease my anxiety levels before giving my speech in front of the public. I can immerse myself in different stress relieving activities to mitigate the stress while I am getting ready to speak to a crowd. Generally, I calm down while reading books of different authors. I can use that to read books written by motivational authors that instigate confidence (Evans, 2017). This would divert my attention from the speech and gives me more time to relax yet brim with confidence. Talkaholic Scale Communication: I have used this diagnostic tool to analyse whether I am a talkaholic or not. There are instances where I should have spoken but I kept quiet because I did not want to humiliate myself in front of my colleagues (Sidelinger Bolen, 2015). I generally constrain myself and participate in conversations only when it is an absolute necessity. I am confident at participating in conversations but I do not put any effort in creating a conversation. I am not a talkaholic and I cautiously choose the conversation that I would participate in (Goldstein et al., 2017). The issues that I have identified while analysing using the diagnostic tools are as follows: I have anxiety while communicating to a large group of people and while speaking to the public and I avoid such communication as much as possible. I participate in limited number of conversations. In the last twelve months, I had experienced different professional interactions. Among them I would state and analyse two such interactions: I had to prepare for a seminar. Here, I had to give a power point presentation in front of four thousand people. Here, I experienced anxiety issues while preparing for the speech. I forgot the whole speaker notes that I had prepared as I stood in front of all those people and gave a very vague presentation on the topic. This shows that I would require improvement in public speaking. A discussion about the correct work ethics ensued an event of misbehaviour at my work place. Here, I did not participate in the discussion as I thought that any abrupt idea from my end might ruin my career. Literature Review The two scenarios where I faced issues during communicating effectively are public speaking and the choice of conversation for participation. In this literature review, the skills required to effectively communicate with the public and compulsive communication is discussed. Public speaking is defined as the ability to deliver a speech in front of the public (Chen et al., 2014). The speech can be informative or entertaining (Apostol-Mates Barbu, 2017). The speech must be structured and delivered with confidence. However, developing a suitable speech and the required speaking skills needs time. Any form of anxiety before or during the speech would affect the quality of the speech (Taylor, 2014). The problem that was identified was failure to recollect the prepared speech in front of the audience. In theory, this can be solved effortlessly by practicing the speech multiple times in front of the mirror. More amount of practice would mean that more confidence would be developed for the actual event. Thus, during the actual speech, the speaker would not feel anxious over the speech as the person would feel prepared instead. Confidence while speaking publicly is important as the audience would not give full attention to the speaker unless the speaker speaks c aptivatingly (Carnegie, 2017). It is also expected that the public speaker must have good leadership skills as it a good leader can easily motivate the crowd. Thus, imparting motivation is a key feature of a public speaker. However, practising a speech repeatedly might not produce the same outcome for everybody. The people might get more nervous while preparing for the speech. The behavioural aspect of a person needs to be developed. Anxiety management needs to implemented (Veale et al., 2014). This would aid in developing the attitude of a person towards public speaking. Public speaking can be very unnerving. Leadership skills is another aspect that is needed to effectively deliver a speech in public. However, leadership skills can never be created in a person. It is something a person is born with. The innate nature of a person must contain leadership skills so that it can be nurtured and developed further. Leadership skills are needed to effectively address a crowd. Such audience is hard to motivate as it is hard to predict the correct amount of effort needed to motivate everyone equally. Motivational and entertaining style of speech is important to keep the crowd captivated in the content of the speech. Lack of entertainment means that the speech is monotonous and thus even if the content is interesting, the audience would lose interest. The positive outcomes of the speech must be highlighted before the audience as it will assist in keeping the audience fascinated and they would maintain their level of interest throughout the speech. The audience must be given a reason to listen. A smile on the speakers face is important to provide a friendly appearance on stage. A personal experience or story related to the topic can be provided by the speaker. This would highlight personal involvement of the speaker with the speech he or she is about to provide. The speaker must believe in the contents of his or her speech wholeheartedly otherwise it is hard to convince the audience. A fake speech demoralizes the audience and they would gradually lose interest in the speech. Interactive sessions with the audience is also important for maintaining their attention. An audience will feel more involved to the discussion. A questionnaire can be formulated by the speaker that would create an interactive session with the audience. A co-operating audience means that they would show exhilarating interest in the speech, which would then increase the confidence of the speaker by seeing such overwhelming public support. The content prepared by the speaker might lack some aspects that the audience might be expecting from the speaker during his or her speech. This expectation can be derived from different questions that can be asked to the audience. The feedback from those questions then can be used to make impromptu changes to the speech content that befits the expectation of the audience. Compulsive speakers or in other words talkaholics are those people who always over-communicate (Worthington Bodie, 2017). The literature explains a measuring scale that can be used to identify a talkaholic and measure the level of compulsive speaking. People are often offended by compulsive speaking as they might not be mentally prepared to listen. The scale measures whether the person is a talkaholic or not. However, in this scenario the flaw is less speaking and not over-speaking. Speaking less is as harmful as compulsive speaking. The circumstances involved in speaking less can be low confidence and motivation. This can be detrimental as the person might not be able to communicate his or her thought process effectively. Some words can remain unsaid, which would create a deficiency in communication. The consistency in a persons workplace communication skills is essential for his or her progress. Without proper communication skills, the person will feel demotivated to stay and work as he or she would always be in a depressed state of mind. Effectively stating ones idea is important otherwise it might be incorrectly interpreted by the listener. A workplace consists of people from different cultural backgrounds. Compulsive speaking during a discussion with them is not beneficial as compulsive speakers tend not to think during speaking. Sometimes they might even overstep the boundary of traditional social conduct by interfering into others lives. Talkaholics tend to talk and explain their situation even when it is advantageous to keep quiet. Such people might face problems during scenarios such as having a conversation with an angry client. In this type of situation, it is beneficial to listen to the clients complaints rather than speaking themselves. Compulsive speakers are thus not active listeners as they spend more time in talking rather than listening (Bodie et al., 2015). The other person might want to say something that would add more value to the convers ation. However, he or she may not get the chance to do so as a talkaholic would always interrupt such speakers and speak instead. Speaking first is always seen as a sign of having leadership skills (Chen Rybak, 2017). People are always incited to be the first one to speak as it would help them to gain an advantage over other involved in the same discussion. However, such a practice is not to be utilized at a workplace as listening skills are desired along with speaking skills. It is more valuable to be an active listener as it helps to develop insights on different processes through multiple discussions with colleagues and experts. A compulsively speaking boss during the start of a meeting would state the purpose of the meeting along with all his or her ideas regarding the matter. Asking for ideas from the other participants of the meeting after that is futile as the ideas provided by the boss has already dominated the room by overwhelming them with his or her own ideas. Instead th e boss should have stated the purpose of the meeting and waited to get the feedback from the other participants. The participants might have some better insights to offer and the boss must listen to those. It takes a lot of skill to speak and communicate effectively and it takes an even superior skill and self-control to listen. Listening to what others are saying is just as important as speaking. Effective communication is a two-way street (Evans et al., 2017). The speaker and the listener must put equal amounts of effort to make the communication effective. A talkaholic can never achieve effective communication as the person is not spending enough time listening. This means if such a person is asked for feedback, he or she will not be able to provide a satisfactory one. This is because compulsive speakers spend more time talking and less time listening. Personal development is thus essential in these areas as it helps to develop even further. Action Plan Knowledge, Skills and Behaviours Required Key Events and Activities Duration Public Speaking skills that includes leadership and motivational skills Masters in Public Speaking Courses at Dale Carnegie Training From 24/1/2018 to 23/1/2020 Presentation skills Developing an effective idea on what the presenting publicly means From 26/1/2018 to 28/1/2018 Planning and analysing skills Planning the speech and learning about the requirements of the speaker From 29/1/2018 to 31/1/2018 Convincing skills Learning to make the presentation convincing From 1/2/2018 to 3/2/2018 Question and Answer skills Learning to handle questions from the audience and providing them with appropriate answers. From 4/2/2018 to 8/2/2018 Speaking accurately and effectively Understanding the talkaholic scale and developing self for better conversation participation From 9/2/2018 to 12/2/2018 Reflection Maintaining a journal that could be used to reflect on the learning outcomes. From 24/1/2018 to 23/7/2018 Self-help books that could be used to develop motivational ideas. Unlimited Power: The New Science of Personal Achievement by Tony Robbins From 26/7/2018 to 7/3/2018 The action plan includes a master degree course in public speaking and mass communication. Such a course is required to instigate the required skill set and confidence to speak publicly. The skill set is quite hard to nurture and thus professional help is recommended for this situation. Leadership skills are hard to develop solely based on self-help books. Potential leaders need adequate guidance to become leaders. Motivational speaking is an important aspect to learn while learning public speaking. Listening to other motivational speakers can help to develop self-motivating skills. Presentation skills are needed to convince the public. Content of a speech can be confusing to the public if not spoken correctly. Thus, presentation skills are of importance to a public speaker. Public analysing skills are needed to analyse the crowd and develop effective speech delivering techniques spontaneously. The public can be volatile to address and thus such skills must be developed in a public s peaker. A public speaker must never get anxious while delivering speech or while answering the questions from the public. Anxiousness must be mitigated through any means possible. It generally involves book reading, listening to music or talking to loved ones. These methods of anxiousness mitigation are very helpful and must be applied when needed. A journal can be maintained to reflect on all the outcomes that has been learned in the duration of the process. Conclusion Thus, it can be concluded that effective communication skills are important to improve a persons personal and professional life. The five diagnostic tools that were used in this report to analyse the communication skills successfully creates a picture of the importance of verbal and non-verbal communication along with active listening and assertiveness. The deficiency in public speaking skills and under speaking has been identified and explained in the literature review as well as the advantages of having those skills. Public speaking has been explained in context to the skill set that is required to become an excellent public speaker. The limitations of being a compulsive speaker and the benefits of speaking the correct amount has also been explained. An action plan has also been provided that provides a detailed plan over the next six months that would assist in improving the communication skills. Reference List Apostol-Mates, R., Barbu, A. (2017). THE MILITARY BRIEFING-A TYPE OF INFORMATIVE SPEECH.Scientific Bulletin" Mircea cel Batran" Naval Academy,20(1), 135. Bodie, G. D., Vickery, A. 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