Public Relation Tactics in the Hotel Industry

Public Relation Tactics in the Hotel Industry Introduction The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. According to an American educator and writer Peter F. Drucker. The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. According to Al Ries Strategy and timing are Himalayas of marketing. Everything else is Catskills Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal The tourism consumer is the critical judge of successful marketing and public relations activities. In todays increasingly competitive marketing environment there has been a shift from traditional marketing techniques towards more aggressive and varied approaches to marketing and communication. The change from transactional to relationship management in marketing over the past fifty years has been marked by improvements in consumer satisfaction and client recommendation of repeat purchase of products and services. Brands today are often built with effective PR campaigns and then maintained through a blend of marketing and PR tactics. The impact of the Internet is having profound impact upon PR and Marketing practices enabling PR practitioners to conduct two way communications in order to maintain and enhance customer relationships. MARKETING The Oberoi Group Oberoi Hotels Resorts is famous the world over with providing the right blend of service and luxury. Internationally acclaimed for all-round excellence and unparalleled levels of service, Oberoi hotels and resorts have received innumerable awards and accolades. The Oberoi Vanyavilas, Ranthambore has been ranked the worlds best hotel by Travel and Leisure Readers Poll for 2010, The Oberoi Amarvilas, Agra has been ranked the fifth best in the world, The Oberoi Rajvilas, Jaipur is ranked the thirteenth best and The Oberoi Udaivilas, Udaipur has been ranked the fifteenth best hotel in the world. . Trident hotels are five-star hotels that have established a reputation for excellence and are acknowledged for offering quality and value. At present there are nine Trident hotels in India. These are located in Mumbai at Bandra Kurla and Nariman Point, Gurgaon (Delhi National Capital Region), Chennai, Bhubaneshwar, Cochin, Agra, Jaipur and Udaipur. The Oberoi Group also operates a Trident hotel in the Saudi Arabian city of Jeddah. The Groups commitment to excellence, attention to detail and personalized service has ensured a loyal list of guests and accolades in the worldwide hospitality industry. THE OBEROI The Oberoi, Mumbai (Location) Located in the citys prime business and shopping district of Nariman Point, The Oberoi, Mumbai has been completely redesigned to be the ultimate destination for contemporary style and luxury in the city. Overlooking the Arabian Sea, the hotel is full of space and serenity. Luxuriously appointed guestrooms have been meticulously planned with a host of innovative features using the latest technology. The Oberoi, Mumbai is located on Marine Drive, the famed boulevard along the coast in South Mumbai. An hours drive from the airport and only minutes away from the business, financial and entertainment districts, the hotel is also well located to visit the citys tourist attractions. The hotel offers a rich variety of dining experiences ranging from an all day dining restaurant serving global cuisine, to an Italian Restaurant and a signature Indian restaurant under the direction of a Michelin starred chef. An ideal location for business meetings and conferences in Mumbai, venues range from private meeting rooms at the 24-hours Business Centre to the conference rooms on the top floor of the hotel offering sweeping views of the Arabian Sea. The Oberoi, Mumbai is the ideal hotel for discerning business and leisure travelers. Porters fives forces model is an excellent model to use to analyse a particular environment of an industry . So for example . if we were entering the hotel industry, we would use porters model to help us find out about: Marketing Strategy of Oberoi Hotels Marketing strategy is a method of focusing an organizations energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firms marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena, corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a companys revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a co mpanys overarching mission statement. The Oberoi Group, founded in 1934, operates 28 hotels and three cruisers in five countries under the luxury Oberoi and five-star Trident brands. The Group is also engaged in flight catering, airport restaurants, travel and tour services, car rentals, project management and corporate air charters. Oberoi Hotels Resorts is synonymous the world over with providing the right blend of service, luxury and quiet efficiency. Internationally acclaimed for all-round excellence and unparalleled levels of service, Oberoi hotels and resorts have received innumerable awards and accolades. The Oberoi group has tradition of pioneering in the hospitality industry, striving for unsurpassed excellence in high-potential locations all the way from the Middle East to Asia-Pacific. The basic strategies of the Oberoi hotels are: They provide reservation facilities through toll free numbers and online registrations Oberoi hotels and Resorts has partnered with Indias certified airlines to make consumers satisfied. They promote their service through mileage point which provides customers and travelers some offers depending on their points. Providing special offers such as Himalayan Adventure, exotic honeymoon, exotic vacations, Business travel plus etc. Creating and developing customer loyalty Customer service is important for small businesses of any industry, and developing customer loyalty can increase overall engagement and satisfaction with a company. The concept of Marketing emerged in the mid 1950s when the scope shifted from a make-and-sell-attitude to a more customer focused sense-and-respond attitude. In other words the businesses started to find products for their customers rather than finding customers for their products2. Direct marketing, Customer Relationship Management (CRM) and other relationship marketing concepts have been a topic of discussion for practitioners and academics for the later part of the 20th century and is widely claimed to be the future of marketing. Some academics have stated that the concept of relationship marketing is the biggest change in 50 years of marketing and is bringing marketing back to the preindustrial era when the producers and consumers dealt directly with each other3. Relationship marketing is an umbrella term with many subfields and is in general more connected with high-level strategic thinking. CRM has in contrast a stronger connection to marketing strategies over the customer lifetime and understanding the customers needs, attitudes, life stage, profitability and lifetime value. Oberoi Hotels and Resorts, Virgin Atlantic, and Enterprise Rent-A-Car ranked number one in hotel, airline, and rental car industry customer satisfaction, respectively in 2009. In 2009 Oberoi Hotels and Resorts, an Indian brand associated with ultra luxury hotels, earned the highest customer satisfaction score among all hotels (93.7). Midscale without food and beverage (+0.5 to 84.0) improved more than any other segment in 2009. The customer wants value for money and is generally getting discerning. Modern day research being conducted reveals that customer loyalty is taking a back seat. It is now about being innovative, and it is about fulfilling a need not saying, Youre my customer for the last 20 years, and therefore you should be my customer over the next 20. The Oberoi is an organisation that is training oriented, and which has built its brand over the last 30 years. The Oberoi has also exported its brand to some extent internationally. 2Kotler et al., 2009 3Sheth Parvatiyar, 2000 The system therefore that is being put into place is Learn, Perform, Deliver, Reward. A lot of structures are being put into place which are transparent and they created an entire communication drive in order to let people understand how these transparent structures would help them on an ongoing basis. Their vision is to develop their company to achieve world-class standards consistently. The company strategy is based on five important criteria. Job functions have been made more meaningful with new designations and responsibility levels. Rewards will no longer be based on a ten-year system but on performance. With increased responsibility will come greater authority. For greater efforts and increased productivity our people will be rewarded, and Finally, their people shall have more career opportunities in our rapidly growing organisation. They do both internal external customer surveys. When these come in, they have small teams that work towards improvement. Their focus is on Strong People, Product and Processes. Communication has played a tremendous role in getting people to believe them. Oberoi Hotel is synonymous the world over for providing the right blend of service, luxury and quiet efficiency. Internationally recognized for all-round excellence and unparalleled levels of service, Oberoi Hotel has received innumerable awards and accolades. A distinctive feature of The Groups hotel is their highly motivated and well trained staff that provides the kind of attentive, personalized and warm service that is rare today. The hotel provides best facilities like: Combining the finest of all that is contemporary and the best in latest technology with the timeless traditions of Oberoi Hotels Resorts, The Oberoi, Mumbai is the leading choice of business and leisure travelers. The meetings and conference facilities at The Oberoi, Mumbai are designed to accommodate exclusive and intimate business meetings and social gatherings. The well appointed Business Centre features nine meeting rooms that accommodate up to 20 guests. Network and relationship marketing Relationship Marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions. As a practice, Relationship Marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. With the growth of the internet and mobile platforms, Relationship Marketing has continued to evolve and move forward as technology opens more collaborative and social communication channels. This includes tools for managing relationships with a customer that goes beyond simple demographic and customer service data. Relationship Marketing extends to include Inbound Marketing efforts, PR, Social Media and Application Development. Just like customer relationship management, (CRM), Relationship Marketing is a broadly recognized, widely-implemented strategy for managing and nurturing a companys interactions with clients and sales prospects. It also involves using technology to organize, synchronize business processes, (principally sales and marketing activities), and most importantly, automate those marketing and communication activities on concrete marketing sequences that could run in autopilot, (also known as marketing sequences). The overall goals are to find, attract and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Once simply a label for a category of software tools, today, it generally denotes a company-wide business strategy embracing all client-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to increase profitabil ity, and reduce operational costs. Relationship marketing also stresses what it calls internal marketing. This refers to using a marketing orientation within the organization itself. It is claimed that many of the relationship marketing attributes like collaboration, loyalty and trust determine what internal customers say and do. According to this theory, every employee, team, or department in the company is simultaneously a supplier and a customer of services and products. Brand identity and strategy Developing a brand strategy can be one of the most difficult steps in the marketing plan process. Its often the element that causes most businesses the biggest challenge, but its a vital step in creating the company identity. A strong brand is invaluable as the battle for customers intensifies day by day. Its important to spend time investing in researching, defining, and building your brand. A brand is the source of a promise to the consumers. Its a foundational piece in the marketing communication. Defining a Brand This is the first step in the process of developing brand strategy. By defining what the brand is one can create the foundation for all other components to build on. The brand definition will serve as measuring stick in evaluating any and all marketing materials and strategies. Determining The Brands Objectives Critical to effective brand management is the clear definition of the brands audience and the objectives that the brand needs to achieve. The objectives have to be defined and a plan has to be put into place that would help to succeed in meeting them. Focusing on Target Audience The power of brand relies on the ability to focus. That is why defining target market will help to strengthen the brands effectiveness. Discovering and Crushing Brand Barriers When creating the brand strategy for a product or service it is important to perform a careful analysis to determine principal barriers. These barriers are also known as market conditions that can keep the product or service from achieving success. Brand Packaging and Identity Branding is someones identity in the marketplace and the Oberoi brand says what it should. The company image is all about the appearance of the packaging. Successfully out-branding ones competitors is a continuous battle for the hearts and minds of the customers. The proposition the brand strategy makes must be very compelling, attractive and unique among competitive offerings. The proposition must also be consistently reinforced throughout all phases of an organization, from senior executives to customer service, research and development, business development and even any business partners. The brand statement, often called the brand promise or proposition, is a derivative of branding research. It states the benefit of buying and using the companys products or services. For Oberoi industry the brand statement is Our commitment is that every guest leaves satisfied. Oberoi Hotels which is an Indian brand associated with ultra luxury hotels. Founded in 1934, Oberoi manages 30 hotels and 5 luxury cruises under the Oberoi and Trident brands. All the hotels owned by the company across the many segments in India operate under the Oberoi brand name. The usual trend in the international hospitality industry is to have distinct brands for each segment that a hotel group operates in. This strategy ensures that the brand equity is not diluted when the brand enters the business segment or economy hotels segment. But the Oberoi brand has not treaded this path till now. The Oberoi Group has removed the Oberoi brand names from six of its hotels which are not luxury hotels. Simultaneously, it has brought all the luxury palace-hotels previously called villas under the Oberoi brand to convey the brand spirit and strengthen the brand equity. This strategy ensures that Oberoi preserve their brand equity and also facilitates the expansion to other segments by endorsing the sub-brands with their parent brand names. With the Indian travel and tourism industry expected to grow at an annual rate of 8.8% to US$90.4 billion in 2015, these brand maneuvers become very important to ensure the famous Indian hospitality brands are up to the global challenges. Viral and guerilla marketing Guerilla Marketing: Unconventional marketing intended to get maximum results from minimal resources. Viral marketing: Marketing phenomenon that facilitates and encourages people to pass along a marketing message. The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize cutting edge mobile digital technologies to engage the consumer and create a memorable brand experience Guerrilla marketers use all of their contacts, both professional and personal, and examine their company and its products, looking for sources of publicity. Many forms of publicity can be very inexpensive, or even free. Levinson says that when implementing guerrilla marketing tactics, small size is actually an advantage. In The Guerrilla Marketing Handbook, he states: In order to sell a product or a service, a company must establish a relationship with the customer. It must build trust and support. It must understand the customers needs, and it must provide a product that delivers the promised benefits. The Oberoi group has actually implemented this strategy in providing their services and maintaining good relationship with their customers. Strategic Customer Relations For larger-scale enterprises like The Oberoi group, a complete and detailed plan is required to obtain the funding, resources, and company-wide support that can make the initiative of choosing and implementing a system successfully. Benefits must be defined, risks assessed, and cost quantified in three general areas: Processes: Though these systems have many technological components, business processes lie at its core. It can be seen as a more client-centric way of doing business, enabled by technology that consolidates and intelligently distributes pertinent information about clients, sales, marketing effectiveness, responsiveness, and market trends. Therefore, a company must analyze its business workflows and processes before choosing a technology platform; some will likely need re-engineering to better serve the overall goal of winning and satisfying clients. Moreover, planners need to determine the types of client information that are most relevant, and how best to employ them.4 People: For an initiative to be effective, an organization must convince its staff that the new technology and workflows will benefit employees as well as clients. Senior executives need to be strong and visible advocates who can clearly state and support the case for change. Collaboration, teamwork, and two-way communication should be encouraged across hierarchical boundaries, especially with respect to process improvement.5 Technology: In evaluating technology, key factors include alignment with the companys business process strategy and goals, including the ability to deliver the right data to the right employees and sufficient ease of adoption and use. Platform selection is best undertaken by a carefully chosen group of executives who understand the business processes to be automated as well as the software issues. Depending upon the size of the company and the breadth of data, choosing an application can take anywhere from a few weeks to a year or more. 4DestinationCRM.com (2002) 5TechTarget (2009) Strategy Checklist: Planning for CRM and Customer Service Success The three phases in which strategic consumer relations support the relationship between a business and its customers are to: Acquire: Strategic consumer relations can help a business acquire new customers through contact management, selling, and fulfillment.6 Enhance: web-enabled CRM combined with customer service tools offers customers service from a team of sales and service specialists, which offers customers the convenience of one-stop shopping.6 Retain: CRM software and databases enable a business to identify and reward its loyal customers and further develop its targeted marketing and relationship marketing initiatives. Over the last decade, too many organizations have assumed that their products or services were so superior that customers would automatically keep coming back for more. But in order to compete effectively in todays marketplace, organizations must change their strategy to become more customer focused, not product focused. Strategic consumer relation is the best way to integrate this customer-facing approach throughout an organization. 6 James A. OBrien George M. Marakas (2009). Enterprise Business Systems. Management Information Systems. McGraw-Hill/Irwin. Effectiveness of e-marketing An e-marketing strategy is needed to provide consistent direction for an organizations e-marketing activities that integrates with its other marketing activities and supports the overall objectives of the business. For many companies, the first forays into e-marketing or Internet marketing are not the result of a well-defined, integrated Internet strategy; rather, they are a response to competitors activities or customers demand. There is no evidence to suggest that the approach to developing and implementing a strategy should be significantly different for e-marketing. Established frameworks for corporate strategy development or strategic marketing planning should still be followed. These frameworks provided a logical sequence to follow which ensures inclusion of all key activities of strategy development. However, with e-marketing there is an even greater need for a highly responsive strategy process model where rapid reaction can occur to events in the marketplace. The use of Soviet-style 5 year planning does not seem appropriate; a preferable approach is an emergent e-marketing strategy process that is part of a continuous improvement. E-business or e-marketing strategy process models tend to share the following characteristics: Continuous internal and external environment scanning or analysis are required. Clear statement of vision and objectives is required. Strategy development can be broken down into formulation and selection. After strategy development, enactment of the strategy occurs as strategy implementation. Control is required to detect problems and adjust the strategy accordingly. They must be responsive to changes in the marketplace. There is four stage models for e-marketing strategy development: 1. Strategic analysis. Continuous scanning of the micro and macro-environment of an organization are required with particular emphasis on the changing needs of customers, actions and business models of competitor and opportunities afforded by new technologies. Techniques include resource analysis, demand analysis and competitor analysis, applications portfolio analysis, SWOT analysis and competitive environment analysis. 2. Strategic objectives. Organizations must have a clear vision on whether digital media will complement or replace other media and their capacity for change. Clear objectives must be defined and in particular goals for the online revenue contribution should be set. 3. Strategy definition. Strategy definition may be denoted by eight factors: Target market strategies. Positioning and differentiation strategies. Resourcing Internet marketing priorities significance to organization. CRM focus and financial control Market and product development strategies. Business and revenue models including product development and pricing strategies. Organizational restructuring required. Channel structure modifications. 4. Strategy implementation It includes devising and executing the tactics needed to achieve strategic objectives. This includes relaunching a web site, campaigns associated with promoting the site and monitoring the effectiveness of the site. The travel industry survives as one of the better performing sectors in e-commerce. With no fulfillment and no need for online payments, the hotel industry is well positioned to capture the full potential of ecommerce while avoiding many of its risks. Despite the burst of the Internet bubble, the promise of the Internet for hoteliers is still real: Online distribution can reduce costs, attract affluent customers and lessen dependency on more traditional and expensive distribution channels. The Oberoi group is providing effective e-marketing services to their customers. Conclusion: Through this assignment I have found that the main purpose of hospitality and tourism industry is to entertain a guest with goodwill. Oberoi hotel is using all the marketing strategies and has developed good customer relationships, which is the reason for their increasing and worldwide growth. Oberoi hotel is always offering a range of facilities and business services like as internet, fax machine. I have found that Oberoi Hotels Resorts are synonymous the world over for providing the right blend of service, luxury and quiet efficiency. Internationally recognized for all-round excellence and unparalleled levels of service, Oberoi Hotels Resorts have received innumerable awards and accolades. A distinctive feature of The Groups hotels is their highly motivated and well trained staff that provides the kind of attentive, personalized and warm service that is rare today. The Groups new luxury hotels have established a reputation for redefining the paradigm of luxury and excellence in s ervice amongst leisure hotels around the world. Recommendation: With the completion of this assignment I know much about how to run a business smoothly and what is required to become a good and successful business man and get good profit. One should be very much clear about what the needs of the customers are and how to satisfy them. Every businessman should give focus on the customer needs because this is first and foremost thing in business. If we make strategies before starting any business then we wont have to face many problems. Organizations should be arranging and delegating work for accomplishment of their goals. Relationship Marketing refers to a long-term and mutually beneficial arrangement where both the buyer and seller have an interest in providing a more satisfying exchange and is essential for any industry to reach high status. A key principle of relationship marketing is the retention of customers through varying means and practices to ensure repeated trade from preexisting customers by satisfying requirements above those of compe ting companies through a mutually beneficial relationship.

Hospitals and Long-Term Care Facilities Essay

Abstract Hospitals can be set up as nonprofit or for-profit facilities. The differences between the nonprofit and for profit hospitals will be discussed. Hospitals have experienced different trends in the last thirty years. This paper will identify at least three major trends that have occurred within the hospital sector. Three examples that describe and differentiate the roles of hospitals and nursing homes are providing long-term care. The conclusion of this paper will be a brief critiquing of the current state of long-term care policy in the United States. Hospitals and Long-Term Care Facilities The differences between nonprofit and for-profit hospitals: A characteristic as stated by Williams and Torrens (2008) of nonprofit hospitals is that these hospitals do not function under the realm of regular corporate law but under a special provision of the corporate law in each state. It is also noted that nonprofit hospitals also function under special federal and state tax provisions because of recognition of their community service function. Other characteristics of nonprofit hospitals are they do not have owners and their governing body is a community based board that has complete authority over operations. Nonprofit hospitals, in general, are not required to pay most of the taxes at federal, state and local levels. Under section 501C (3) of the federal tax code, the non-profits are exempt. Due to this exemption status donations made by individuals are tax deductible. Nonprofit entities are not only expected to care for the destitute and poor but they are also expected to provi de a variety of services to the community (Williams & Torrens, 2008). Now that the characteristics of the non-profit have been outlined the for-profit entities make-up will be discussed. For profit entities, unlike nonprofit ones, have owners. The owners are issued stocks and these stocks reflect the owner’s equity position. â€Å"For- profit  entities, including hospitals, may be publicly or privately held† (Williams & Torrens, 2008, p. 186). Stocks for entities for-profit that are publicly held are made available for anyone to purchase. Publicly held for-profit entities are plagued with various accountability and regulation rules that are supervised by the Securities and Exchange Commission at both federal and state level. Williams and Torrens (2008) state that privately held for-profit entities issue stock but the difference in public versus private issuing of stock is that the private for-profit stock is not available for purchase by the general public. For-profit hospitals, in the past, have been owned by the physicians who work in them but due to the astronomical costs of such expenditures as: building, maintaining and operating a hospital in today’s market the trend of physician owned for-profit hospitals is almost extinct. The majority of for-profit hospitals in the United States are part of a large multihospital chain. The multi chains of hospitals as stated by Williams & Torrens (2008) are publicly traded. For-profit hospitals do not serve only the community but they are also expected to operate at a profit so that the equity investors receive a return on their capital (Williams & Torrens, 2008). Three major trends that have occurred within the hospital sector. One of three major trends that have occurred within the hospital sector is the increase in specialty hospitals. The specialty hospitals focus on such areas as cancer and heart disease as well as profitable fields like orthopedic surgery. The specialty hospitals as stated by Williams & Torrens (2008) show an increase of being owned partially by the physicians who practice in them. Some would make the argument that the specialty hospitals provide the best care while others see these hospitals as entities that â€Å"siphon off insured and relatively healthier patients leaving the less profitable and more complicated cases to community general hospitals† (Williams & Torrens, 2008, p. 194). Concerns raised by the physicians’ ownership of the specialty hospitals include but not limited to are that the financial incentives will affect the treatment decisions (i.e. diagnostic services) and also that the physicians will treat the less complicated but yet more profitable health care cases and leave the biggest burden of caring for the less fortunate, financially challenged and uninsured individuals to the community and public hospitals (Williams & Torrens, 2008) Another trend that has occurred within the hospital sector  is in the field of technology. â€Å"Technology has shaped the physical and operational structures of hospitals, has affected the lives of patients and families, and has provided a delivery vehicle for physicians in clinical practice† (Williams & Torrens, 2008, p. 195). It is technological research that allows for the services hospitals provide for example anesthesia and antisepsis laid the ground work for surgical care and imaging technology has impacted effective intervention for individuals seeking care in a hospital atmosphere. Technology has affected a vast array of individuals: obstetric patients, those in need of pediatric care and terminally ill patients just to name a few. Advanced technology has led to development â€Å"increased specialization, clinical practices, expansion of specialized services, new medical and surgical specialties, and treatments for many diseases for which little curative or other care could be provided† (Williams & Torrens, 2008, p. 195). While continued advance technology leads toward continuous improved health care it also brings along with it problems, especially for the hospitals. The hospitals are immensely gratified by the increased technology and its application to improve overall general health but along with the benefits comes complications. Hospitals are expected to provide the most up to date technology but at the most effective pricing to please their customers, patients and physicians. This presents a major challenge to hospitals (Williams & Torrens, 2008) Academic medical centers are another trend that has occurred within the hospital sector. Academic medical centers are composed of medical schools and thei r primary teaching hospitals. The â€Å"academic medical centers provide tertiary, secondary, and primary care but have a principal focus on biomedical research, teaching of medical residents and medical students, and often an array of other professional training, research, and services activities† (Williams & Torrens, 2008, p. 196). Unlike other hospitals, the academic medical center does not have top priorities of financial efficiency and customer satisfaction. Great demands are placed on these facilities by physicians and researchers to provide the latest technology and staffing for the assurance of teaching and clinical investigation. According to Williams and Torrens (2008) the long-term strengths and successes of our health care systems depends largely on the success of the academic medical centers to achieve their mission. Three examples that describe and differentiate the roles of hospitals and nursing  homes in providing long term care. The nursing home facility is for patients who need extended care because they are very sick or unable to function without continued nursing and supportive services in a formal health care facility. These patients are sick and/or are in need of assistance but they are not ill enough that they require the intense treatment and care offered at a hospital. According to Will iams and Torrens (2008) about forty-seven percent of all nursing home facility care is paid for by Medicaid and residents and their families pay approximately one-third of the cost for the facility services. In recent years the length of time one stays at a nursing home has greatly decreased. Even with the decrease in stay there is still a fifty percent chance of an individual in his/her lifetime having to spend some time in a nursing facility. Both of these previous mentioned trends is reflective of the nursing facilities moving toward becoming more technologically sophisticated as well as being able to function as more of a short term temporary residence for patients in between the hospital and going home (Williams & Torrens, 2008). Hospitals are designed to take care of the more acute problems and emergencies. Hospitals provide a wide array of outpatient services. The outpatient services range from â€Å"rehabilitation to mental health counseling to outpatient surgery† (Williams & Torrens, 2008, p. 205). Unlike the nursing home facility the primary source of payment for hospital stay and services is Medicare and private insurance and very little payment comes from individuals. The current state of long-term care policy in the United States. Medicare provides financing for medical care for nearly all elderly Americans and others with certain disabilities but this does not hold true for long-term care. The majority of individuals needing long term must depend on family and friends and sometimes the community they live in. There is a lot of work to be done in the United States as it relates to the financing of long term care for every needy individual (Williams & Torrens, 2008). There is no clear and precise policy in the United States for long-term care but there are different provisions within Medicare and Medicaid that provide for long-term services for some (not all) individuals in need of it. While the financing of long-term care has been and continues to be a challenge for the United States there have been strives in the care coordination of long-term patients. The care coordination that has emerged through the years for long  term care patients appears to be relatively effective. â€Å"Quality is enhanced when information is communicated among all the professionals caring for a person, and efficiencies are achieved when duplication of services is avoided† (Williams & Torrens, 2008, p. 211). Case management, which is a process that encompasses the following: case identification, assessment, care planning, service arrangement, monitoring and reassessment enables one professional individual to work with the family to coordinate and obtain all of the services that the long term care patient may need. Case management has proven to have one of the most positive effects of improving long-term care (Williams & Torrens, 2008). References Williams, S. J., & Torrens, P. R. (Eds.). (2008). Introduction to health services: 2010 custom edition (7th ed.). New York: Cengage Delmar Learning.

Three Important Contents in Nonverbal Communication

The purpose of this essay is to evaluate the group oral presentation. This easy discussed three concepts related to nonverbal communication. Relevant theories inform our understanding of these concepts and each individual’s performance. The first concept aspects of nonverbal communication introduced the different aspects in nonverbal communication. The second concept barriers to nonverbal communication discussed how barriers occurred and two parts of barrier. The last one cultural difference in nonverbal communication explains the importance to effective deal with cultural difference in business today.The next part is reflection on group performance and individual performance. In this part some real examples have been discussed. This essay is for 2040 MGT Business Communication individual assignment. This essay is on the basic business area and interpersonal communication. 2. 0Definition of Nonverbal communication When people talk about successful organisations or individuals in the world of business, good communication is always listed as one of the most important characteristics.Nonverbal communications is made up of visual, tactile, and vocal signals, and the use of time, space, and image (Williams 2006). Nearly 75 per cents of all communication are nonverbal (Trompenaars, 1993). That means in every face-to-face interaction we are sending more information to the other person than we thought and no-one is fully in control about the transmission (Mead, 2005). Nonverbal communication embraces all body language communication but also includes clothing and tones of voice, even the manner in time using (Williams 2006).Drory and Zaidman (2007) suggest that use nonverbal communication in order to: replace verbal communication where it may impossible to talk; complement and modify verbal communication; contradict; regulate conversation by helping to mark speech turns; express emotions; negotiate relationships in respect of instance etc. For this way, Nonverbal communication can be very powerful tool in understanding ourselves and others. 3. 0Three concepts related to Nonverbal communication 3. 1Aspects of Nonverbal communication Are nonverbal communication and body language the same? No, they are not.Body language involves the physical behavior; nonverbal communication embraces all body language communication but also includes clothing and adornment, environmental factors and even the manner in time using (Williams 2006). Darn (2005) stated that nonverbal communication can be classified in four key elements. The first element is KINESICS means body movement and gestures. The second is HAPTICS, the touch behavior and the third is OCULESICS, the gaze behavior and eye contact. The fourth key element is PROXEMICS and stands for spatial behavior and interpersonal distance.Chaney and Martin (2000) added one further element to the key elements. They described OLFACTICS as a person’s smell. 3. 2Barriers to Nonverbal communication Many pro blems occurred in our business and personal lives result from miscommunication. Problems with any one of the stages of the communication model can become barriers to communication (Shannon, 2001). Nonverbal communication may fail for a variety of reasons: Nonverbal signal such as movement and eye contact can be read wrongly; a learner may not be able to understand what is being shown (Thorne, 2005).Maguire (2002) stated that barriers to effective communication between people and units of organizations are two parts: physical and Personal. Physical such as people talking in different ways and poor sight can be easily solved; personal barriers less obvious, is the differences in the personal and physical make up of people, these factors cause a physical barrier. Even so, these barriers suggest opportunities for improving communication (Maguire, 2002). 3. 3Cultural difference in Nonverbal communication Many businesses operate on a global scale today.It has been argued that (Crosling & Ward, 2002) effective oral and nonverbal communication plays an important role in successful cross-cultural business. Although much communication in international business is oral, the nonverbal level can be an important factor of correct understanding and interpreting oral communication. Culture is a shared system of beliefs, attitudes, values, expectations and norms of behavior (Chaney& Martin, 2000). From groups, culture differs extensively. For example, Touch is an important tool to convey warmth, support and comfort.However, in some cultural those norms of behavior may change because touching implies intimacy and familiarity, people have strict rules that who may touch whom and how (Larson & Kleiner, 2004). To learn deal with these differences and turn to your advantage can make the difference between a successful and unsuccessful international business (Larson & Kleiner, 2004). 4. 0Reflection on group performance and individual performance The most successful groups understand that good communication at all levels is essential (Houston, 2002). In groups there are aspects to nonverbal communication.We been use a lots nonverbal sign communicate to each other when we having meetings and presenting. Be able to read correctly and rapidly other people’s nonverbal signals and to able to consider and control one’s own nonverbal presentation is very important in group work. Here is a benefit you and your group can achieve from effective nonverbal communication: Stronger decision making and problem solving (Houston, 2002). Use nonverbal communication effectively can make every meeting efficient instead of wasting time. When two people are conversing, they usually make eye contact to show the interest or respect (Frisch 1993).When the group having a conversation, one member was talking and the rest of us body pointed at the speaker, doing eye contact and nodding, this can be certain that we were very interested in what is being said. However, if many of us across the body like folded arms or an arm up to the face, you are seeing indications that the listeners are not absorbed. For this way, nonverbal signs have become an important communicate tools when we working together. However, Problems with any one of the stages of the communication model can become barriers to communication (Shannon, 2001).Barriers to effective communications between people and units of organizations are of two types: Physical, environmental factors can reduce or prevent the sending and receiving of messages (Maguire, 2002). It happened because people may not be able to see or hear properly. When the group having difficulty to understand others, always try to be clear in speech and visual presentation. They are usually obvious barriers. The other barrier is personal barriers; they arise from the judgments, emotions and values (Maguire, 2002). It happened because group members may not be willing and eager to receive the message.However, some people are vig ilant monitors of other people; others are less likely to notice their subtle signals. To get nonverbal communication improved instead of having barriers, we were researched four outcomes: develop skills in nonverbal communication; interpret nonverbal communication in the context of the total situation; beware of the possibility of misinterpretation; practice becoming aware of and managing one’s own nonverbal communication (Shannon, 2001). Non-verbal communication is â€Å"silent† communication, including the use of eye contact, body moment, tones of voice etc (Williams 2006).If we don’t understand the non-verbal communication from different culture, we can make a mistake of reading other person’s message. Larson and Kleiner (2004) point out some forms of non-verbal signals are the same and universal some may totally different of each other. For this way, we did a bit of research to find out the differences in nonverbal communication between the AUD and C hina. I was asking four Chinese students and four Australian with equal number of male and female to answer two questions about the culture difference.The first part of the research analyzed the distance people keep in conversations and how they feel, if the person one is talking to comes closer. It showed that Australian are willing to get a bit closer in both situations with other students and lecturers/tutors. The research also presented that Australian feel more comfortable when the person they talk to comes a bit closer. In the other part of the research we analyzed the eye contact behavior. Asians avoid frequent eye contact, whereas Australian looks most time in the eyes and face especially when talking to a lecturer.However, both parties argued they feel the other person might not be interested in the topic, if the person does not show at least the same eye contact. 5. 0Conclusion and Recommendations This essay has discussed three important concepts related to nonverbal commu nication. The first concept aspects of nonverbal communication introduced the different aspects in nonverbal communication. The second concept barriers to nonverbal communication discussed how barriers occurred and two parts of barrier. The last one cultural difference in nonverbal communication explains the importance to effective deal with cultural difference in business today.In reflection on group performance and individual performance, some outcomes from group meeting for presentation have been discussed linked to theories. People should be familiar with the aspects of nonverbal communication. For this way, effective deal with nonverbal communication to achieve the right point. To get nonverbal communication improved instead of having barriers through the ways of: develop skills in nonverbal communication; interpret nonverbal communication in the context of the total situation; beware of the possibility of misinterpretation; practice becoming aware of and managing one’s own nonverbal communication.Lastly, to learn deal with cultural differences and turn to your advantage can make the difference between a successful and unsuccessful international business.References List Crosling, G. , & Ward, I. (2002). The workplace needs and uses of business graduate employees. English for Specific Purposes, 21(1), 41-57. Chaney, L. H. , & Martin, J. S. (2000). Intercultural Business Communication (2nd ed). New Jersey: Prentice Hall. Darn, S. (2005). Aspects of nonverbal communication. The TESL Journal, 6(2), 2-7. Drory, A. , & Zaidman, N. 2007). Impression management behaviour: effects of the organizational system. Journal of Managerial Psychology, 22(3), 290-308. Frisch, D. (1993). The experience of workplace politics. Academy of management journal, 23(2), 237-51. Houston, H. (2002). Health care and the silent language of Vietnamese immigrant consumers. Business Communication Quarterly, 65(1), 37-47. Larson, J. , & Kleiner, B. (2004). How to read non verbal com munication in organizations. Management Research News, 27(4/5), 17-22. Mead, R. (2005). International Management. Malden: Blackwell. Maguire, T. (2002). Barriers to communication-how things go wrong. Pharmaceutical Journal, 268(7186), 246-250. Shannon, C. E. (2001). A mathematical theory of communication. Mobile Computing and Communications Review, 5(1), 3-55. Trompenaars, F. (1993). Riding the Waves of Culture. London: Nicholas Brealey. Thorne, P. (2005). The secret codes of the ‘silent language’. European Business Forum, 20, 74-76. Williams, F. (2006). Nonverbal communication. The new communication, 11(3), 34-37.

A Good Fat Child - 1774 Words

With one hundred twenty thousand Irish children out of the population being set aside for dinner, the solution will also help to resolve the issues of overpopulation and unemployment in Ireland, giving the Irish economy a much needed boost, while making it easier for England to deal with its unruly Irish subjects. Swift uses this outrageous concept of selling children as food to deliver a message. One of the most impacting satirical methods Swift utilizes is the statistical analysis he provides in an effort to enhance his satire. Swift goes on to offer statistical support for his proposal and specific data about the number of children to be sold, their weight and price- â€Å"I have reckoned upon a medium that a child just born will weigh twelve pounds, and a solar year if tolerably nursed increaseth to twenty-eight pounds†¦ nursing a beggar’s †¦ be about two shillings per annum, rags included; and I believe no gentleman would repine to give ten shillings for the ca rcass of a good fat child, which, as I have said, will make four dishes of excellent nutritive meat†¦ the mother will have eight shillings net profit, and be fit for work till she produces another child† ( Swift 7-8). He even suggests some recipes for preparing this delicious new meat, reasoning that, with innovative cooks generating ever more and delicious new dishes, it will expand and improve the culinary experience of the wealthy, resulting in a healthier and happier population as a whole. 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