Prologue
Discover what you hear, not what produces the sound, it may be essential for maximum learning new attitudes prone to positive change. Discover what you hear, that is, the subject produced (and not the object producer), is a technique to secure profitable clear and effective relationships among us human beings paradoxical nature. Direct action on the essential aspects of human relationships to achieve goals and objectives necessary to our happiness, is what offers the highest short described.
This teaching is contained in the book that we offer today, confident that his good read (reading ruminant, as defined by the author) involves a result of change in the way they look, feel and act. What is daily life, but a constant negotiation? Negotiate the common living space and condominium residents. We negotiate the purchase of our property. In short, we live to bargain and negotiate. But we know how to always get good results? Well, over there seeks to orient José Miguel García Loos, with its proposed Personal Marketing.
The key is to address the challenges of producing positive learning action. "Pay attention to your story is the first step in changing what you like in life, and enable what you like?, Says García Loos in the concluding remarks and concludes the story twists (ours, theirs , mine) is made constant. And done is to focus the action for positive change.
An interesting anecdotes and simple, as their language, offers Personal Marketing, Reengineering Yourself and thus avoids the heaviness of the speeches sobering. This book is not in any way, an account of what has already been developed in the context of reengineering staff, first because García Loos gives it his personal seal, and second because it is vast, much, so in this field has made in Latin America.
It is not common, nor easy, someone invites us to risk being happy. And if so, we tend to give a skeptical eye and benevolent, as if that person had fallen into a state of alienation. But we, in fact alienated us. Not because of inability to grasp the life but not knowing how to do it in the most favorable. Here, the author and we editors to take the adventure with him, we aim to provide the necessary guidance to learn how to operationalize life as productive as possible.
Here you will find you (well capitalized) key to the rebirth of a positive and profitable to his life and those around you. The art of good listening is a learned skill, like good writing and submitted it to the world to negotiate ... And win! It's a simple matter of leadership. Better yet, is a question of willingness and readiness to learn to win.
Personal Marketing, in a nutshell.
We deliver to you today then a guidebook, a product of the author's extensive experience in the field of Leadership, Negotiation and Personal Reengineering. This book has a unique and noble goal: to teach them to reinvent themselves to enable them lead the transformation forward.
THE EDITORS
I
The rebirth of attitude
I was quietly sitting at my desk in the travel agency where she worked as Administrative in the year 1982 (Maracaibo, Venezuela), when Hans, my boss and friend, I shouted from above, to come up soon. Almost tripping over the wooden stairs carpeted, wondering where I went wrong. Hans ordered imperiously, he said: "Tomorrow salts for Puerto Rico, have a course for the Junior Chamber and I can not go, you have any payment, advantage and do not want buts.?
With little money, and with much eagerness I found myself in a Latin American conference and a course for which I thought was not ready.
After five days between training and typical festivities, I found a strange force, I moved and still moves me. Something like a second conscience, or a critical roadmap for projects. Every step he took, was a guidance notes.
They spent nearly thirteen years to be reunited with the training manual of those days in Old San Juan, of course, I had gone through numerous training since that time, but that manual browsing somewhat yellowish gave me the impetus of the great idea, train others are to facilitate others to gain knowledge.
I was in Neuquén (Argentina) channel my anxiety thinking when an act of madness conscious published my first ad in the local press announcing the Personal Marketing Course based on my experiences as an instructor in various topics and the old blue-covered manual.
With each passing day more people are inscribed, and every kind of that first course was an adventure, since I had to produce the material needed to support what he said. With each passing day, I was Pygmalion, each day paying the chisel and hammer to shape that everyone is.
What was the magic? I firmly believe in providing each person the opportunity to be heard in a forum heterogeneous in an environment, a hotbed of ideas. I firmly believe in the opportunity we have all the rebirth of the attitude, the attitude to positive change.
How can this attitude? is a process, and like any process needs time and training, what I say from now on, should be read type cow.
Yes, you read that right, the four-legged ruminant is taken some time to digest their food through their stomachs, we must chew, forgiveness, apply each technique slowly personal growth, to be digested and assimilated into our mind, then there , when really there is a good habit, positive attitude.
Sage leaves the trail and find the Way; fools cling to the road and lose the trail.
The book of leadership and strategy - Huainanzi
What is Marketing?
A word of English, the summary of an action, the name of a department within a company, a technique, a philosophy, perhaps the success of those who use it.
Many centuries ago the Phoenicians used a number of tools and techniques to meet the tastes of their customers spread throughout the Mediterranean, and depending on exploratory trips they made to achieve major desired product. The Venetians from the financial point of view European banks were able to dominate. In history there are a number of experiences in the pursuit of business success.
Formerly populated markets, something like flea markets, perhaps like those we see in the Bay of Hong Kong, in the City of Cairo or in the alley of the Poor in Maracaibo, traders shouted and loudly advertised their products exhibited, also exercised all the qualities of an excellent speaker, demonstrating or taste the product by inducing the public to purchase at the time the offer in question.
This action was called Marketing, that is good - the action of market a product or service.
In the 50's, the economy of postwar industrial development in the USA was very important characteristics. Companies need to gear their production - north defined - and this opportunity was discovered by advertising agencies.
Advertising agencies began to do market research to define classes, produce usage statistics according to these classes, to make surveys of all kinds of useful data for developing strategies through surveys. The department conducted this work was called
- DEPARTMENT OF MARKETING -
from then until now, the word took on new meanings, increasingly complex and intricate.
The study of effective market segmentation is composed of the variables to use:
a) demographic: age, family size, income, education, race / national origin, sex, family life cycle, occupation, religion, social class.
b) sicográficas: personality / lifestyle, usage rate, sensitivity to marketing factors, benefits sought, brand loyalty.
c) geographical: region / province, density, community, climate.
Among the uncontrollable variables (macro external environment) must study the demographics, economic conditions, competition, social and cultural forces, legal and political factors and technology.
Demography: Statistical analysis and distribution of the population. Eg variables as the rate of population growth, spatial concentration in certain areas, distribution according to sex, marriage and annulments rates, etc.. significantly affect the company's business decisions.
Economic Situation: The business cycle goes through the stages of prosperity, recession and recovery. However, governments pursue economic policies aimed at smoothing or optimize the performance of the economy. Each stage particularly affect businesses in terms of the behavior of buyers.
For example, in a period of prosperity, consumers tend to increase their level of buying and borrowing, as opposed to a period of depression, where it is much more cautious to make commitments, with some dismay and fear of the future. All these variables significantly affect the marketing program of the company.
Inflation is a variable of utmost importance in this respect: with its increase above the level of income, purchasing power declines of the population, significantly lowering consumer expectations. Inflation presents special difficulties with pricing and cost control.
Interest rates also affect consumption: when are high, consumers tend to avoid long-term purchases.
Competition:
The competitive environment of a company is undoubtedly an important factor in the marketing of the company. It will be necessary to develop market information systems to enable monitoring the business activities of competitors: their products, pricing, sales policies, distribution systems and promotional programs, in order to reduce uncertainty and increase the capacity to respond to difficult situations .
The level of competition can also be analyzed based on their structure: pure competition, monopoly, oligopoly and monopoly (high to low degree of competition).
Social and Cultural Forces
The sociocultural environment significantly affects the marketing of the company. Trends such as concern for the quality of life and not the quantity of goods (not more things but better things), ecology, recycling, natural life, (green), the love of nature (including wildlife) The "do it yourself", the assessment of the sport, natural foods, fine arts, the role of women, the desire for greater comfort, etc.. are issues that directly affect the company's marketing program.
Legal and Political Factors
The influence of legislation and state policy increasingly influences the marketing plans of a company. This factor can be classified into the following categories:
1) Monetary and fiscal policies in general level of spending, printing money and tax law in general.
2) social laws, environmental laws, pollution laws, and so on.
3) Relations with industry-specific government: subsidies to agriculture, forestry, occupation in remote areas, rates, air and sea transport, mining, etc..
4) Legislation related to Business Marketing. Laws regulating competition, price publication provisions, rules on labeling, technical specifications and warnings for hazardous health risk, registration of trademarks and patents.
Technology
Causes a determining effect on the lives of people. Technological breakthroughs such as aviation, television, computers, genetic manipulation of food have changed the lifestyle, the pattern of consumption and welfare.
Technological advances can have three effects on the market:
1) give rise to entirely new industries (computers, robots, lasers)
2) Modify or destroy existing industries (television versus radio and film, fiber optics versus copper)
3) Encourage other markets and industries not related to new technology (the technology of household, moms have more time to work, study or entertaining).
Consequently, we defined the socio-economic groups in different classes, is now studying on a daily basis as one of the tools of marketing.
These kinds of ABC1 type may call for higher and B1, B2, C1, C2, C3, depends on the factors to be charged to each code used. In short, have clear objectives to define the strategies to follow with each class.
In ancient times the sages studied the behavior of people, to advise their kings or leaders in the strategies of government. 2000 years ago in the book of the Masters of Huainan cited: There are different ways to evaluate high-ranking people, see what they promote. If they have the means, see what gives. If they are poor, study what things they refuse to receive. If they are low class, see what they refuse to do. Find out what not accept if they are ambitious. Study how you can face the difficulties and see what degree of self have. Confíales material goods and money and you can estimate the degree of humanity. Sobresáltalos with fear and will know what level of discipline have.
Following the market study process, logical consequences follow for marketing such as the design, prototyping, the Packging or study and implementation of appropriate containers and packaging. The creation and study of a corporate image.
Applied techniques and knowledge of the market and competition, were optimized production systems (quantity, quality), Sale and Distribution took the path of excellence, there was talk of a publication with a target audience , and finally internalized the issue of after-sales service.
So What is Marketing? Can be defined as a set of interrelated strategies and homogenized with the objective of meeting the main foundation of a company
Thus we can summarize a formula for the employer:
(Market research and prototype design + corporate + + production + packaging + advertising + sales + distribution + aftermarket) = Success = Earnings
To develop this formula would use several books for each element of the same, with different expert opinions. The current definition of Marketing for me is a challenge. I address a particular challenge to the human factor in the individual, in order to achieve success as individuals.
This success must be achieved with formulas and techniques necessary to learn and become a habit.
What is Personal Marketing?
We can say that is a set of techniques applied to me to succeed. The definition of success depends on the cultural environment in which I developed, you may have a high social position, money, achieving spirituality in general for success, not reaching the top of something, rather it is transcended. The success comes from the English word "exit? which means exit. In modern electronic games, each level of difficulty is called the world or life, to pass each level you must meet the same requirements for progress to another, when this happens, it opens a door marked Exit. That is, such which our life is full of doors that allow us to move to higher worlds, depends on us, our skills, abilities, knowledge, effort, energy, able to open and succeed.
Many of the techniques to open the door we are taught in our family, school and the environment around us. When we are born we bring a set of skills that will benefit us in the development of our personality, but what attitude?. This must be learned, if we have not obtained from our natural resources, we must find a way to acquire it.
The Personal Marketing techniques grouped provide a wealth of knowledge and exercises that will provide a road map in our mind to achieve the desired success. Here are some that will surely benefit them in the same way as me.
The principle of Pygmalion
Lee Iacocca, Chairman of Chrysler Corporation, is holding a press conference. several groups of TV cameramen, reporters and local officials, all await with great anticipation. When Iacocca comes in, gets the acclaim that it is generally agreed to presidents. Quickly makes the tension vanishes, using a joke about the press and a mild self-deprecation comment about being the star of TV commercials Chrysler. But once that begins the press conference, Iacocca is direct, dynamic and absolutely clear. Fund the timid attacks U.S. trade policy toward Japan, sounding like the chief of naval operations in 1943 in the Pacific theater of war. Chrysler celebrates cars and their workers, talks about the federal deficit and again denied at all to launch his candidacy for president. When he finally left the press conference, the comments made by Iacocca will be subject to intense scrutiny by both the public and by policy makers, because in the hierarchy of celebrities Lee Iacocca, businessman and film star, has an prominently at the top.
The arena is filled to the rafters and the crowd shows his pleasure with great anticipation. Suddenly the lights fade slowly and Rosalynn Summers, champion figure skater, slides and highlights on the brilliance of the ice. funny leaving behind shadows before blinding flashes of reflectors, Summers manages to create the impression that you are all alone, vulnerable and unprotected in the vast ice rink. Young girls stretching their necks and adults unconsciously tightened against the arms of their seats. Rosalynn Summers, lonely artist is about to begin his performance.
Judge Wayne Olson is about to be thrown from office. News of his indictment after an investigation silent and hidden from public speculation and judicial wrongdoing., Just spread over the air environment. now he leaves his camera and moves slowly down the corridor, shouting reporters, cameras crowd, bright lights ...
But as he faces his first microphone news, the judge shows curiously quiet. Past has seen this before ... (Various names) ... everything looks like a repetition of something already before contemplated. Without a conscious idea, Judge Olson turns his face toward the camera and very gently start to answer questions playing a role that has never played. It is in the launch table, ready to enter the orbit of celebrity.
The president of the corporation, the skater and judge, are worlds apart, but they all share a powerful connection: the great visibility.
Lee Iacocca, the high visibility is a strategic tool. Iacocca has become a celebrity in order to sell cars. To do so, has put together an entire support system, policy planners, consultants, communications, advertising agencies ... orchestrating all the production of an image of Iacocca as decisive, strong, tough and in control. But creating the image of President full of confidence in the sixty second commercial television, requires eight hours of footage, weeks of preparation for editing and months of planning and research. Iacocca's public image as an aggressive street fighter the old style, is the result of a meticulous handmade creation by ghostwriters attached and tireless and meticulous preparation and his own practice Iacocca. Lee Iacocca's transformation into a celebrity is as deliberate as the manufacture of their cars, calculated using the conspicuous visibility to attract buyers to their showrooms.
Rosalynn Summers is also a conspicuous visibility study. She has pushed for throughout his life, wanting so badly that has conscripted an army to help capture the coaches, clothing designers, press agent, nutritionist, choreographer, sports psychologist, manager, sponsors and local people of display. Summers is the final culmination of manufactured celebrity. Trained, managed and produced by his "support system", his name circulated and marketed worldwide, his skating is very similar to a Sony product. Its transformation into a celebrity is not a simple accident is the only thing in doubt is how much success can now translate the rewards she craves.
As Judge Olson, conspicuous visibility is not intentional, but undesirable and instantly. It was a blow to him, but although it is an accidental celebrity in almost every sense of the word, the judge slips into his new role as criminal defendant, as if he had played that part of his life.
The endless parade of celebrities in distress around the landscape of society has taught him the script before the actual unfolding of events, news conferences on the steps of the court, the stormy trial, conviction or release, the triumph or repentance, the book, the film made for TV, columns, talk shows, all may not be to your liking, to your classmates in law school might not like it, to his wife may not like. This seems not irrelevant. The judge, elevated to celebrity, is transformed: from a simple private individual to a public personality.
For the president, the skater and judge, the high visibility has different impacts and different rewards. Lee Iacocca, the high visibility means not only selling more cars, but also national prestige as president of the board of the campaign the centennial of the Statue of Liberty and political power as ex officio representative of the rebirth of American heavy industry. For high visibility Summers is the magnet that is in the endorsements of articles, contracts, acclaim, respect and rewards. For the judge, is a curse that must be handled in the most advantageous way possible.
All these cases: the businessman who used the celebrity, the star that the search and the individual who unfortunately face it, all show how celebrity has spread and spread to every sector of American life.
So great is the value of visibility, processing and marketing that now comes to celebrity business, sports, entertainment, religion, arts, politics, academia, medicine and law. The visibility is what every aspiring host desires, which all professional looking. Is the critical ingredient that can make the attorney X is the most sought after throughout the city, a lively and, most popular in the market and the highest-paid surgeon Z of the population.
This is the potential for industrial production of celebrity, the potential for virtually anyone to raise an unimaginable level of visibility at any time ... and rewarded with medals that individual unimaginable.
I think she has that ...
"I think she has that ... By George, it is! - So said Henry Higgins, Pygmalion character out of George Bernard Shaw and so admirable performance of Rex Harrison in My Fair Lady.
Why was so excited Higgins?
Because he had succeeded in transforming a rough and plebeian girl of the people in any one element of good language and elegant manners of high society. Higgins, to engage in a bet of knights, to transform Eliza Doolittle was motivated not by greed but by pride, by the desire to prove to Colonel Pickering that he could do what seemed impossible. The rewards for himself and his disciple were mostly intangible: the vindication, self-discovery, expansion of horizons.
Today the stakes involved in the transformation have increased, but the very principle is at stake. This is the beginning of Pygmalion: that people can now be manufactured and marketed as a celebrity in any field whatsoever.
The idea of transformation goes back to antiquity. In the old myth of Ovid, Pygmalion, a young man who hated women, he "was inclined to sculpt a perfect woman and show people the kind of deficiencies that had to endure."
Visualizing in your mind the perfect woman, he began to sculpt and when he finally took shape, began to feel in love with her. But because the stone statue was unable to respond, Pygmalion became morose and apathetic. This caught the attention of the goddess of love, Aphrodite, who was intrigued by this new kind of lover. One day, when Pygmalion lovingly caressed the statue, Aphrodite made the stone came to life and, as is usual in such tales, the two lived happily forward.
Fortunately for Pygmalion, mediated the divine intervention to achieve a happy solution. In the modern version of the myth Shaw, divine intervention was replaced by human intervention, ie the firm action of a transformer, Henry Higgins, professor of phonetics.
According to Shaw's view, the transformation was made possible by changes in language and appearance, and involved a strategic scenario. Shaw was, therefore, advanced the idea of transformation, but only so far. In his Pygmalion, the transformation was an amateur affair. The transformer, Higgins, began his task by a whim, a bet. There is now a whole industry that handles the business of transforming simple celebrities unknown, changing virtually every element of personality, appearance and character can be changed. The industry does not by whim, but with a clear purpose, not for pride but for profit.
In fact, the ability to transform people into celebrities has become so sophisticated and rewards of conspicuous visibility have become so large that the principle of Pygmalion is now operational in virtually every aspect and area of life.
(From the book High Visibility by Irving Rein, Philip Kotler and Martin Stoller.)
No comments:
Post a Comment