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[R429]Running Through My Head
by Robert Ii Smith, Rob
The following marketing survey brief will list a set of quantitative objects which should be recorded and monitored via the ?W? Company 1-800 phone bank. The criteria used to determine the questions being asked is based upon current trends in the snack food industry. This brief will explain and utilize both discrete and continuous variables in order to offer a broad swathe of information to the ?W? Company marketing department.

Applied Managerial Decision-Making

In an effort to increase profitability and revenue generation, the management of the ?W? Company has determined that by using the 1-800 phone banks to retrieve statistical information while offering our continued unsurpassed customer service. The information generated needs to reflect our customer's preferences, habits, thoughts, concerns, and general vital facts. The information gathered will be used by our marketing department to develop new products, services, advertising and awareness for each of the ?W? Company's brands. The following list is a starting point from which to begin the daily analytical retrieval:

1) Vital Statistics ? Age, Housing status, Average Income, Number in Household, Number of Children under the age of 18, ethnicity (if they wish to give the information), email address.
2) Purchasing Statistics ? Favorite ?W? food, weekly/monthly expenditure on snack foods, how often does the caller eat snack foods, how often do they change snacks for variety.
3) Consumer trends and thoughts ? can include wanting more ?low-salt? items, ?no-sugar? items, healthier snacks, any changes to a snack item, price points.

Each section contains both discrete (scalable answers) and continuous (infinite answers) variables. This will help maintain the ?purity? of the survey results plus give our marketing department a broader scope or cross-section to review, analyze and expound upon.

The purpose of the ?Vital Statistics? list of questions is to generate an idea of who is the typical ?W? Company snack foods customer, in order for our sales and marketing to gain a better clarity and perspective for advertising. Every question, with the exception of the email address, is a discrete quantitative variable. The purpose of the ?Purchasing Statistics? list of questions is to generate an idea of what the typical ?W? Company customer buys and consumes. This section contains a 50/50 mix of both discrete and continuous quantitative variables depending upon the question asked. The purpose of the final section, ?Consumer trends and thoughts?, will generate a wide variety of answers depending upon the needs and desires of the interviewer. This section also features both discrete and continuous variables.

The proposed way to approach the caller is when the call is first answered, the call center representative will ask the caller if they would like to participate in a brief survey designed to enhance their purchasing experience with the ?W? Company. If they choose to be interviewed, the computer system will generate a free food coupon to the email address given by the caller. If not, the call center representative will automatically go into the reason for the consumer's call.

The data gathered will be collated at the end of each business week and submitted to the Head of Marketing every Monday morning. On the following Friday morning, the marketing department will distribute a memo highlighting the weekly data analysis. Once a month, marketing will give a presentation to the Board of Directors, sales, and product development departments on the ?W? Company consumer trends and thoughts for the previous month. The end of the presentation will be followed by a strategy session of the three department heads and the Board of Directors on how to best enhance or implement the findings. In this way, the ?W? Company can best utilize the valuable information garnered by the 1-800 phone banks and set the course for the future of our company.

Temme and Katzel (1995) stress that the effective team-building requires the combination of clear team goals, empowerment, atmosphere of trust within the team, authentic participation of every member of team, innovative approach to work and ability to manage risks, proper leadership and ability to make the constructive changes.

Introduction

Temme and Katzel (1995) in their article indicate that a team working together has more and better input than individuals working alone. This results in better ideas and decisions and higher quality output. They state that team-building and team dynamics issues should be of particular importance to organizational behaviour specialists.

The article by Temme and Katzel (1995) provides a model of the characteristics that exist within most successful teams. The article is very easy in understanding and communication. The main body of the article is divided on several blocks dedicated to the concepts, the combination of which is necessary for effective team dynamics. The main of them are goals and objectives, empowerment, and trust, they are extremely important to effective team-building.

Main ideas of the article

Temme and Katzel (1995) indicate that the team-building and effective team dynamics are based on the concepts as follows.

Clearly defined goals and objectives are essential so that everyone understands the purpose and vision of the team. A team leader might be surprised at how many people do not know the reason they are doing the tasks that make up their jobs, much less what their team is doing. Everyone must be pulling in the same direction and be aware of the end goals (Temme and Katzel, 1995).

Empowerment in terms of team building is clear definition of roles and especially of leader’s role and functions. Clearly defined roles help team members understand why they are on a team. When the members experience conflict, it may be related to their roles. Team members often can manage this conflict by identifying, clarifying, and agreeing on their individual responsibilities so that they all gain a clear understanding of how they will accomplish the team’s goals.

Another issue emphasised by Temme and Katzel (1995) is the authentic participation. If communication is the most important team characteristic, participation is the second most important. Without participation, there is no team; there is just group of bodies.

Authentic participation ensures that everyone on the team is fully involved. It does not mean that if leader can have five people each is speaking 20 percent of the time. Talking is not necessarily a measure of participation. We all know people who talk a lot and say nothing. It does mean that each individual is contributing when it’s appropriate. The more a team involves all of its members in its activities, the more likely that team is to experience a high level of commitment and synergy (Temme and Katzel, 1995).

The participative leadership block is not at the top of the model because it is the most important. It is at the top because it is the only block that can be removed without disturbing the rest. Participative leadership means that leaders share the responsibility and the glory, are supportive and fair, create a climate of trust and openness, and are good coaches and teachers.

Participation is everyone’s responsibility. As a team moves from a forming stage to more mature stages of group development, team members must make certain that everyone is an active participant. If a leader has team members who did not participate early in the formation of the team, they will withdraw even more as the going becomes more difficult (Temme and Katzel, 1995).

Temme and Katzel (1995) underline the importance of open and clear communication within the team. This is probably the most important characteristic for high performance teams. Most problems of all kinds can be traced back to poor communication or lack of communication skills, such as listening well or providing constructive feedback.

The ability to deal constructively with changes is also envisaged by Temme and Katzel (1995) as crucial for team dynamics. They indicate that sometimes these changes are perceived by individuals as wrong. The high performing team member sees these changes as imperative for the success of the team and respects the diverse points of view brought by others. It is more difficult to manage a highly diverse team, but the benefits will show up in the end. It takes work and a very special group of people to encourage the differences that each brings to the team, so flexibility and sensitivity are key. Change is essential to a team’s creativity and productivity. Because most people dislike changes, they often assume that effective teams do not have it. In fact, both effective and ineffective teams experience changes. The difference is that effective teams manage it constructively (Temme and Katzel, 1995). In fact, effective teams see conflict as positive. Managed change ensures that problems are not swept under the rug. It means that the team has discussed members’ points of view about an issue and has come to see well-managed conflict as a healthy way to bring out new ideas and to solve whatever seems to be unsolvable (Temme and Katzel, 1995).

In order to be effective, a team should have a clear leadership. Though being mainstreamed in other concepts, the notion of leadership needs the specific explanation. A leader’s behavior comes as much from attitude as from anything. Leaders who are effective in obtaining participation see their role as being a coach and mentor, not the expert in the situation. Leaders will get more participation from team members if they can admit to needing help, not power. Leaders should also specify the kind of participation they want right from the start. Leaders need to reward risk taking. As Temme and Katzel (1995) point out, those “half-baked" partial ideas that people bring up may be just what gets the team moving toward a solution, idea, or new opportunity. Leaders must always protect the minority views. Anyone can think like everyone else. It takes courage to think and speak differently.

In order to better understand the article, there is a need to paraphrase one concept from it, so the concept of trust, one of the key notions of the article, will be paraphrased and discussed in more details.

As Temme and Katzel (1995) indicate, to truly be successful, a team must have a climate of trust and openness, that is, a positive atmosphere. A positive atmosphere indicates that members of the team are committed and involved. It means that people are comfortable enough with one another to be creative, take risks, and make mistakes. It also concerns the relationships between a team-member and a leader of this team.

In words of Temme and Katzel (1995) it also means that person may hear plenty of laughter, and research shows that people who are enjoying themselves are more productive than those who dislike what they are doing. Trust is by far the most important ingredient of a positive atmosphere. If we interpret this notion more basically, we may find out that trust and credibility can be described behaviorally. They can be seen in a more logical way than one might think. Temme and Katzel (1995) suggest that it is important to keep in mind that what one person sees as trustworthy is not necessarily what another sees. So when a leader wants to build trust and credibility with others, it’s as important to know what those individuals value as it is to know what is already his/her “strong suit."

Atmosphere of trust influences also other concepts that are touched by Temme and Katzel (1995) in their article. Building trust on a team will be one of the greatest challenges. If a team has done a good job of building trust, the other aspects of a positive atmosphere will come more easily. Those aspects include: individuals who are committed to the team’s goals; an atmosphere that encourages creativity and risk taking; people who are not devastated if they make mistakes; and team members who genuinely enjoy being on the team. A positive atmosphere is one of the characteristics of a mature team.

As Temme and Katzel (1995) state, “When the whole company – managers and workers, alike – embraces the traits of a real team and changes its behavior accordingly, it will truly be on its way to success. And success translates to a happier, more productive workforce and better products, services, and procedures."
They clearly demonstrate the effect of synergy that is a result of effective teamwork and teambuilding, as we may see in this quotation. These phrases are the conclusions of the article, so with them Temme and Katzel (1995) summarize and conclude their idea about the necessity of combination of clear team goals defined, empowerment of the team and its leadership as well as the atmosphere of trust within the team for the team to be effective and able to deliver better products, services and demonstrate higher performance with more quality.

Conclusions

So, clear team goals, empowerment and atmosphere of trust within the team are the essential prerequisites for positive team dynamics and effective team building, as Temme and Katzel (1995) point out. The authentic participation of every member of team, innovative approach to work and ability to manage risks, proper leadership and ability to make the constructive changes are also crucial for team work. Temme and Katzel (1995) affirm that a manager should use all these tools to make the work of the company’s team effective, proactive and dynamic.
Article Source : Marketing and Communications

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Both Robert Ii Smith & Robert Smith are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Robert Ii Smith has sinced written about articles on various topics from Insurance, Financial Planning and Medicine. Robert Smith has spent more than 20 years working as a professor at the University of California. Now he spends most of his time with his family and shares his Univesity experience with the customers of Custom Essay Writing Service. He is a right person. Robert Ii Smith's top article generates over 60500 views. to your Favourites.

Robert Smith has sinced written about articles on various topics from Shopping, Careers and Job Hunting and Medicine. zRobert Smith has spent more than 20 years working as a professor at the University of California. Now he spends most of his time with his family and shares his Univesity experience with the customers of Custom Essay Writing Service. He is a right person. Robert Smith's top article generates over 49500 views. to your Favourites.
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