Saturday, May 23, 2020

Examples of Toponym or Place Name

A toponym is a  place name or a word coined in association with the name of a place. Adjectives: toponymic and toponymous. The study of such place-names is known as toponymics or toponymy—a branch of onomastics. Types of toponym include agronym (the name of a field or pasture), dromonym (the name of a transportation route), drymonym (the name of a forest or grove), econym (the name of a village or town), limnonym (the name of a lake or pond), and necronym (the name of a cemetery or burial ground). EtymologyFrom the Greek, place name Examples and Observations Craig Tomashoff: Hooterville was Xanadu with pickup trucks, an odd yet comfortable land with an irresistible charm. Albert C. Baugh and Thomas Cable: When we find more than 600 places like Grimsby, Whitby, Derby, Rugby, and Thoresby, with names ending in -ly, nearly all of them in the district occupied by the Danes, we have striking evidence of the number of Danes who settled in England. John B. Marciano: Englishmen have pretty much considered anyone theyve come into contact with as being lazy, poor, cowardly, untrustworthy, thieving, and of substandard morality, a mind-set of superiority reflected in a litany of set phrases in the language. . . .Surprisingly, those who got the worst of English abuse were the Dutch. Most expressions we now use concerning the people of Holland are harmless, such as Dutch door, double Dutch, and Dutch oven, but previously, terms containing Dutch were the idiomatic equivalent of a Polack joke. A bookie who loses money is a Dutch book; Dutch courage is inspired only by booze; if youre in Dutch, youre in prison, or pregnant; and a Dutch widow is a prostitute. Still in wide use is to go Dutch, which describes an action--not paying for your date--that languages around the rest of the globe call to go American. Gerald R. Pitzl: Thousands of toponyms in the United States and Canada derive from American Indian words. One is Chanhassen, a Twin Cities suburb in Minnesota. In the Sioux language, this word refers to the sugar maple tree. The place name translates to the tree with sweet juice. Sometimes the reference is not so pleasant. Stinkingwater Peak, Wyoming, takes its unflattering name from a nearby river. William C. McCormack and Stephen A. Wurm: In Algonquian, the forms linked together in a toponym are descriptive as in Mohican missi-tuk big river, and the toponym as a whole is used to identify a particular place [that is, Mississippi]. Dale D. Johnson, Bonnie von Hoff Johnson, and Kathleen Schlichting: Magenta is a reddish-pink color, and it is a toponym. The rather upbeat color is named after a downbeat scene--the blood-soaked battlefield at the Battle of Magenta in Italy in 1859 (Freeman, 1997). Other toponyms include duffel bag (Duffel, Belgium), sardines (the island of Sardinia), and paisley (Paisley, Scotland). Charles H. Elster: Words that you might not suspect were toponyms include tuxedo (Tuxedo Park, New York), marathon (from the battle of Marathon, Greece . . .), spartan (from Sparta in ancient Greece), bikini (an atoll in the Pacific where the atomic and hydrogen bombs were tested), [and] lyceum (a gymnasium near Athens where Aristotle taught) . . ..

Monday, May 18, 2020

The Underrepresentation Of Diversity Throughout America s...

Word Count: 2,082 A Study of The Underrepresentation Of Diversity In America’s Workforce, Why It Matters, And How To Solve It Meet Emily and Greg. Both are applying for jobs in the labor market, in Boston and Chicago. So are Lakisha and Jamal. Same job, same resumes - the only real difference is that two of the applicants are distinctly white, the other two are distinctly black. And yet, Emily and Greg had 10.08% chance of getting a callback, while Lakisha and Jamal have only a 6.70% chance (Bertrand). Perhaps this is just an isolated incident, though. It’s not like an employer would not hire someone based on just their name, after all. So take James and Julia Cabot. They are very similar, and they are†¦show more content†¦It isn’t just a race issue, either. One study found that women who apply for ‘male-typed jobs’ - such as science professors - are evaluated more negatively, recommended for jobs less often, and even offered lower starting salaries than their male counterparts (Stamarski). Not to mention the fact that women only account for 4.2% of all CEOs in America (S emuels), despite the fact that the Census Bureau s Current Population Survey found that 51% of the American population in 2016 was female (â€Å"Population Distribution by Gender†). Unfortunately, companies just aren’t hiring a diverse range of workers. Most companies claim the ‘pipeline problem’ - that the only people applying for their jobs are white men. However, Census data from 2010 showed that as early as 2050, there would be no racial majority in America (Ajinkya). The Census Bureau s Current Population Survey has shown signs of that, since they found that only 61% of the American population in 2016 was white (â€Å"Population Distribution by Race/Ethnicity†). Not only that, but the Pew Research Center found that high school dropouts had reached record lows in 2013 - driven by the fact that only 32% of high school dropouts were a racial minority (Fry). They also found that four million nine hundred sixteen thousand racial minorities enrolled in college in 2012 (College Enrollment by Race/Ethnicity). In spite of this, though, a study found that a blackShow MoreRelatedThe Lack of Diversity in Higher Education Institutions2120 Word s   |  9 Pagesout of 250 seats will contain African American students. Unfortunately, many institutions are similar to Texas AM University, they have an underrepresentation of minorities their on campus in relationship to white students. The lack of diversity keeps stigmas associated with racism relevant and disregards the demographic representation of minorities in America disabling students from identifying with different cultures. There’s evidence from scholars such as Elizabeth Smith and Emilia Plonska, studentsRead MoreHuman Resources Management150900 Words   |  604 Pagestalent to accomplish the organizational goals. As human resources have become viewed as more critical to organizational success, many organizations have realized that it is the people in an organization that can provide a competitive advantage.2 Throughout the book it will be emphasized that the people as human resources contribute to and affect the competitive success of the organization. Human Resource (HR) management deals with the design of formal systems in an organization to ensure the effectiveRead MoreStrategic Human Resource Management View.Pdf Uploaded Successfully133347 Words   |  534 PagesPrentice-Hall, Inc. A Pearson Education Company Upper Saddle River, New Jersey 07458 Compilation Copyright  © 2003 by Pearson Custom Publishing All rights reserved. This copyright covers material written expressly for this volume by the editor/s as well as the compilation itself. It does not cover the individual selections herein that first appeared elsewhere. ii Permission to reprint these has been obtained by Pearson Custom Publishing for this edition only. Further reproduction by anyRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesEducation, Inc., publishing as Prentice Hall. All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions

Monday, May 11, 2020

Link Between Post Traumatic Stress Disorder And Criminal...

Link between Post Traumatic Stress Disorder and Criminal Behaviour, its impact on law And How to prevent / treat the sufferers to lessen the impact on society. Introduction The American Psychitric Association explains Post-Traumatic Stress Disorder (PTSD) as â€Å"the experience of a traumatic event that is followed by the persistence of re-experiencing the same or a similar event and results into the symptoms of two clusters in PTSD i.e. increased arousal and avoidance† (Roberts, 2011). When a patient develops PTSD then his/her emotions and sensation about the traumatic event lead them towards a life of suffering. whenever the trauma replays it leads towards the sensations and increases distress (Hughes, 2011). An example of a factor that can lead to PTSD is sexual abuse. Research evidenced that a significant proportion of the victims of sexual abuse have become traumatised which leads them towards PTSD (Bender, 2010). According to Roberts, in the 19th and 20th centuries most of the theories and research have been swung back and forth between the occasion and predisposition. It is found that the occurrence of PTSD is thought to occur either because of the existence of a mental illness due to the undesired circumstances affecting the memories of the victim, or because of the occurrence of similar events frequently (Van der Kolk and McFarlane, 2012). Most of the people have intrusive thoughts in their memories about what happened which is followed by the traumatic eventShow MoreRelatedThe General Strain Theory, And General Integrated Theory853 Words   |  4 Pagestheories combine theories like social bonding and social learning theories with structural theories such as social disorganization and strain theories but does not address macro level factors that influence crime, and instead focus solely on criminal behavior at the micro level. So far, very little theories suggested have encompassed all levels of explaining criminology (Barak, 2002). This is a social structure- macro model which states that differential opportunities are not only crime class specificRead MoreChild Abuse Is A Common And Sad Fate For Many Children Essay1558 Words   |  7 Pagesand inadequate supervision, Emotional neglect, Medical neglect, and Educational neglect. There is no â€Å"smoking gun† for most child neglect. While even one instance of neglect can cause lifelong harm to a child, neglect often requires a pattern of behavior over a period of time. Some signs to help identify neglect in a child are Clothing that is the wrong size, in disrepair, dirty, or not right for the weather, Often hungry, stockpiles food, seeks food, may even show signs of malnutrition (like distendedRead MoreEssay about The Effects of Domestic Violence on Children1448 Words   |  6 Pages How does domestic violence between parents and parental figures affect the children who witness it? This is a question often asked by Sociologists and Psychologists alike. There have been studies that prove that children who witness domestic inter-parental violence experience mental health problems, issues with gender roles, substance abuse, the committing of crimes and suicide/suicide attempts later in their lives. This paper will explore all five of these effects of domestic violence on childrenRead MoreMental Illness And Its Effects On People With Se vere Mental Illnesses3284 Words   |  14 Pagesviolent crimes. While is has been acknowledged that not all types mental illnesses cause violent behavior, it is however an instigator for some individuals (Vogel, 2014). Dr. John Gray in 1857 was the first to suggest that serious mental illnesses are associated with homicide or attempted homicide. According to Vogel (2014) a development in mental illness has a risk in the increase of antisocial behavior. In this essay, the types of mental illnesses associated with risks of committing violent crimesRead MoreCriminal Justice Personnel And Victims At Their Workplace Essay1777 Words   |  8 Pages Criminal Justice Personnel; Victims at Their Workplace According to the Bureau of Justice Statistics there are approximately 765,000 full time local and state law enforcement officers employed in the United States (Bureau of Justice Statistics, 2011). These officers respond to various calls during a tour of duty. According to the National Incident Based Reporting System, (NIBRS), that records 71 separate crimes that officers respond to, officers reported 4,759,438 incidents in 2014. ThisRead MoreAnalysis And Application Of Early Childhood Developmental Psychology878 Words   |  4 Pagesdevelopmental psychology to explain why our legal system is justified in ruling that young children are not responsible for criminal actions. Biological, cognitive, emotional and moral development plays an integral part in the early development of a child’s brain maturity. Biological Argument(s) A child’s brain is very delicate during the early developmental years, especially between ages 2 and 6. Although the brain is already functioning by age 2 there are many areas that remain undeveloped (Berger,Read MoreThe Long Term Effects Of Childhood Abuse1562 Words   |  7 Pagesdoses of stress and trauma are ready to go into fight or flight at any moment, but when this system is started over and over again, it goes from being life saving to health damaging that’s when the individuals stress response is overworked and compromised which effects the brains structure, constantly increases ones heart rate, heightens blood pressure, and more. Research has been done for years on the long-term effects of childhood abuse. â€Å"The numerous studies suggest a clear link between abuse inRead MoreThe Connection between Child Abuse and Crime Essay1055 Words   |  5 Pagesmany questions that have been extensively researched involve the connection between the psychological ef fects that take their toll on those previously subject to child abuse or neglect and crime that the victim commits later in his or her life. Although child abuse and neglect do not necessarily lead to crime, those who are subject to either form of maltreatment are at a significantly greater risk for partaking in criminal activity in adulthood; this idea can be supported by psychological theoriesRead MoreMental Health and the Criminal Justice System1884 Words   |  8 PagesMental health and the criminal justice system have long been intertwined. Analyzing and understanding the links between these two subjects demands for a person to go in to depth in the fields of criminology, sociology, psychology, and psychiatry, because there are many points of view on whether or not a person’s criminal behavior is due to their mental health. Some believe that an unstable mental state of mind can highly influence a person’s decision of committing criminal actions. Others believeRe ad MoreMental Illness And Its Effects On The Media Essay1324 Words   |  6 Pagesportrayed in the United States’ media creating stigmatization and misrepresentation. Mental illness â€Å"refers to a wide range of mental disorders that affect your mood, thinking and behavior† (Mayo Clinic Staff, 2015). Examples of disorders include anxiety, depression, schizophrenia, bipolar disorder, and post-traumatic stress disorder. Any â€Å"negative attitudes, beliefs, and behaviors are called stigma† (Wilson et al., 2016, p. 2) and stigma can contribute to progression of mental illness because of its harmful

Wednesday, May 6, 2020

How Rhetoric Is Required For Every College Student

Understanding how to use rhetoric is required for every college student in order for them to write an academic essay. In college writing, many professors wants us, as students, to actually write a college paper, not an informal paper that may be accepted in high school. de the reader feel that we know what we need to write and how to write rhetorical awareness is important for multilingual writer. Because The instructor want us to be able use our own knowledge and demonstrate our own skills while writing. Consequently, the more practice we have, the better we get. As a multilingual writer myself, I often struggle with how to begin an academic paper and how to develop my paper . However, I spend most of my time trying to write and†¦show more content†¦Consequently, the more practice, the better we get. As myself as a multilingual writer, I’m struggling a lot from the beginning how to write an academic paper. However, I spend most of my time to write and how to m ake it to become stronger and an effective paper. With those hours and effort, I believe that my paper will turn out the quality that I wanted. Today, I will introduce to the bilingual writer the new way to write our paper. It is called rhetoric. So what is rhetoric and why it is important to our writing? Rhetoric is the art of using language effectively and persuasively. The rhetoric contains five parts in the writing, which are audience, purpose, persona, context and rhetorical choices. When we using the rhetoric in our writing, we need to made the reader feel that we know what we need to write and how to write rhetorical awareness is important for multilingual writer, because it’s allow us to learn and demonstrate what we understand into our writing. The rhetoric is the art that conveying a point in convincing way. At the beginning of class, our instructor, Sylvia had introduced us about the rhetorical situation. At first, I don’t know how the rhetoric relat ed to writing. I only know that the rhetoric was something that related to art. As Sylvia lectured and explained what the rhetoric does in writing, I finally know that the art and the writing were the same. The art need to be

Children and Gender Free Essays

They learn to think by association and knowledge acquired from those that are most often around them. This can lead to negative views on non-specific gender roles, allowing only for a more society-based approach. Sandra BEMA, a psychologist specializing in gender studies, later goes on to define specific features of gender schematics: â€Å"1. We will write a custom essay sample on Children and Gender or any similar topic only for you Order Now Gender schemas develop through an individual’s observation of societal classifications of masculinity and femininity, which are evidenced In human anatomy, social roles, and characteristics. 2. Males and females cognitively process and categorize new information in the environment based on its maleness or femaleness. . Self-authorship is displayed by an individual’s categorization of and conformity to the sets of elements that belong to either definition of masculinity and femininity’ (Hoist 1). As children develop, they learn to associate things by said â€Å"maleness† and â€Å"femaleness† based on society. They are taught that as a male and female, they should do things specific to each gender, setting a foundation for later learning and behavior. According to Deborah Rhode, a Professor of Law at Stanford University, most research shows â€Å"Children receive strong cultural messages about sex-appropriate rats, tasks, and behaviors† (21). At such an early age, when cognitive skills are developing and when children are learning by viewing what Is around them, children start to figure out how to act based off of their certain gender. Boys are taught that they must be forceful and girls need to be motherly, while seeing advantages and disadvantages to being of a certain sex. A study In Michigan on elementary students showed that the children were able to acknowledge the fact that there are indeed â€Å"gender hierarchies† or better or worse genders (Rhode 22). â€Å"When 1,100 students ere asked to describe what life would be like If they were the opposite sex, over 40 percent of the girls saw advantages to being male: they would have better Jobs, higher incomes, and more respect. Ninety-five percent of the boys saw no advantage to being female, and a substantial number thought suicide would be preferable† (22). How is it that at such a young age, the idea of suicide has already been associated with being female? Children are being taught this way, even If indirectly; children learn by seeing and hearing. Rhode even declares that â€Å"by age two, toddlers have ex-linked toy preferences; by age three they can identify certain occupations as more appropriate for each sex; and between ages four and six they separate into same-sex groups† (23). Gender Identity comes at such an early age before â€Å"escalate[d] with anatomical differences† (23). When children are learning that gender is related to all of these other things before even learning the physical, 1 OFF makeup of a person that makes them either male or female, which should be the factor for this association. Gender schematics refers to organization based on feminine and masculine disagrees. Most parents allow their children to recognize this (not as the term but as the concept) by â€Å"offer[ins] differential opportunities for learning based on their children’s sex† (Shoal, Sifter, and Patriots 2). In practice, children tend to remove themselves from situations where learning becomes â€Å"gender-inappropriate† for them (Shoal, Sifter, and Patriots 2). In a study of 178 kindergarten and grade four students and their parents, girls showed signs of being less gender-schematic than boys. â€Å"Simple comparisons indicated that boys with gender-typed fathers and non- ender-typed mothers were more schematic than girls with the same parent gender classification, than girls with non-gender-typed mothers and gender-typed fathers, and than boys with two non-gender-typed parents† (Shoal, Sifter, and Patriots 1). Gender typing is when children acquire masculine or feminine roles and identify with these said roles. When children are heavily influenced by their parents, and one parent is gender typed, then typically this will have an impact on the child. Children should not be taught how to act based upon certain gender-related reminisces, but instead the more androgynous approach. This approach, or combination of gender-related characteristics, will give them the middle ground to choose for themselves as they further develop. David Opened, marriage sociologist, insists that when raising a child, parents should overlap parental roles. â€Å"Men should become more nurturing and share homemaking activities† as women â€Å"in the workplace† (Opened 5 and 6). He suggests that gender roles of parents are learned and can easily be translated into mothers and fathers doing both gender-specific roles. Opened also claims that while renting should take on a more androgynous approach, traditional mother-father roles should not be forgotten. â€Å"Family organization based on (†¦ ) biological differences between men and women† (Opened 6). This is an appropriate way to combine newer and more traditional parenting styles so that children will be able to grow in an environment not solely based on the roles of any specific gender. There is sure to be opposition to this, with many suggesting that the nuclear family should be kept intact with all the initial principles that go along with it. However, when children re seeing the value in being one gender over another based on society’s idea of gender-specifics, then the nuclear family is the last thing that should be worried about. The gender schema theory allows people to â€Å"simplify a large body of knowledge and apply this knowledge easily to themselves and to others† (Attenuate et al. 137). We are able to determine the gender of someone due to â€Å"cues (†¦ ) culturally created gender cues (†¦ ) biological† (Attenuate et al. 137). For obvious reasons, it is more difficult for children to assess the gender of other children based on biological aspects. Therefore, they must use these culturally created gender cues to analyze this (I. E. Hair style, colors, etc. . Studies were done to attest to this notion, trying to reach more unconventional conclusions as to what makes a boy a boy and a girl a girl. Small children were asked to draw a picture off boy and a girl, and later gender schemas do not develop before their unconventional gender schemas† (Attenuate et al. 137). The younger children in the studies came up with reasons for each being of a certain gender not based on ster eotypes, but more in unconventional, such as â€Å"no legs† or â€Å"she’s a pirate† (Attenuate et al. 142). The children a few years older came to the conclusion that girl’s had long hair and wore pink while boys had short hair and wore boy clothes. This knowledge of what it means to be a boy and a girl has to start from an early age. From the time a child is born, they are subjugated to stereotyping typical boy/ girl behaviors. Parents want to let the world know if they have a son or a daughter, and this is easily done through dressing a child; a girl is given pink things while a boy s given blue. This inserts gender-specific knowledge into their mindset that only develops over time. This negative approach puts any form of androgyny into the background, thus becoming an outcast to an infant. â€Å"Parents encourage sex-typed activities (†¦ ) doll-playing and housekeeping for girls and trucks and sports for boys† (Witt 253). This encouragement only gives them further reason to gender-type jobs in society, making women appropriate for keeping up the house and family, while men are out working. Children should be taught that these Jobs can be interrelated between both genders and that Job qualification does not refer to what sex you are born as. Witt states that children even as young as two have an â€Å"awareness of adult sex role differences† (253). In today’s society, it is quite common to see both genders participating in activities that were once considered gender-specific only. Women run for president, are doctors, are top sports players, etc. On the other spectrum, men are engaging in managing the upkeep of homes, salon employees, nurses, etc. The barriers are slowly becoming hazy and the apprehension of the wrong gender in he workplace is slowly deteriorating. What needs to be considered first and foremost is that this all starts with family. How to cite Children and Gender, Papers

Operation Management of the McKinsey Company †Free Samples

Question: Discuss about the Operation Management of the McKinsey Company. Answer: The operation department of the McKinsey Company is highly dependent upon digital manufacturing. This can help them to gain competitive advantage in the rapidly evolving global market. The main purpose of implementing digital manufacturing is to have advanced level of communication. Advanced level of information can also be gathered with the help of digital marketing. This is required in the process of implementing advanced level of business plan and smooth functioning of operational department of the McKinsey Company (Digitizing the value chain, 2018). As the process of value chain has been digitized, the McKinsey Company has been able to implement flexibility within the same. As more sources of raw materials is been fixed for the company, it is possible to bring about sustainability within the same. As flexibility is being imposed within the system, it is possible to change the marketing plan and implement marketing innovation. In the modern era of business environment I do believe every business organisation need to focus upon customer satisfaction. Most of the business policies of successful organisations focus upon customer based orientation. Nevertheless in order to implement the policy it is essential for the company to use advanced form of business communication tools. The customer experience is believed to be the prime element that can help to gain proper recognition of a brand. The customers experience and suggestions are considered to be the primary data that are analysed in implementing future business plan (Developing a customer-experience vision, 2018). As the demand levels of customer do change, it is essential for the companies to keep themselves updated to maintain the level of customer satisfaction. This will help in the process of customer retention. As the process of technology is implemented within the customer service experience, it is possible to modify the overall business operations. This will help the companies to better connect with the customers. It is highly essential to explode the underlying designs that are used in business planning method by large-scale multinational corporations. It is important to note that most of the designs of multinational corporations are aims to provide effective form of customer service. Gathering of essential data through social media and other online databases are essential in implementing effective business design (More than a feeling: Ten design practices to deliver business value, 2018). Optimised use of business design is believed to be one of the key elements of success in the age of globalisation. I do believe every company need to aim more advanced level of business design that can be subject to constant change. In order to improve upon the values of business, it is crucial to improve upon the existing business design. This can enhance the business operations and thereby help the management to provide full customer orientation service. With advanced business design, it will be possible to quickly meet with the demands of the customers. The culture of a business organisation is highly essential element as it decides upon the level of customer relationship the company will maintain. High level of cultural diversity can be a major challenge that is needed to deal with the issues related with controlling the human resource. I do believe one of the major advantages of design driven business plan is to ensure that all available resources within the organisation are being properly utilised. Most of the business organisations in the modern era are trying to improve upon the customer experience through advanced business culture. It is also essential to maintain cultural diversity within the business mission, which can help them to achieve greater customer friendly orientation (Building a design-driven culture, 2018). One of the main purposes of the design driven business culture, is the ability of the manager to better connect with the target customers. The core culture of business needs to enhanced as it can assist in the process of innovation in business design. Referencs Building a design-driven culture. (2018).McKinsey Company. Retrieved 11 March 2018, from Developing a customer-experience vision. (2018).McKinsey Company. Retrieved 11 March 2018, from Digitizing the value chain. (2018).McKinsey Company. Retrieved 11 March 2018, from More than a feeling: Ten design practices to deliver business value. (2018).McKinsey Company. Retrieved 11 March 2018, from

Friday, May 1, 2020

Case Study for marketing strategies of Courtyard Marriot Hotel Chain

Executive Summary Marriott Hotel Chain is one of the worlds leading hotel groups in the world. In India, the company has been expanding its operations and has opened up several hotels in some of the major cities of the country. Courtyard Marriott is one of the popularly known hotels in Ahmedabad. The Hotel boasts of luxury and is equipped with the latest seamless blend of comfort and convenience. The following report begins with a detailed analysis of the existing infrastructure of the Hotel and evaluates the marketing segmentation strategies applicable to the Hotel. After defining the Mission and vision of the Hotel, the report provides the objectives of its marketing strategies in the coming years. The report elaborates on the marketing strategies of the company which is based on the target market and the objectives the company has. Finally the report offers a strategic plan which needs to be implemented in order to achieve the laid down objectives (Pacifica Companies n.d.). In order to carry out the above research, the important concepts and tools of marketing have been utilised which offers the basis for determining the path which the Hotel needs to adopt in order to achieve their goals and objectives. The positioning strategies in particular offers the details regarding the segment of customers which the Hotel needs to target. Overall, the report below is a comprehensive marketing plan of the Courtyard Marriott Hotel in Ahmedabad. Mission Statement The One liner which the Hotel uses for promotion of its services is Connected to Meet Your Needs. Therefore, the mission statement of the company is to offer a new customer experience which is redefines the state of comfort and convenience to its customers. The Hotel pledges to surpass the needs of its customers by leveraging upon its image and experience which it has built over the years. Goals and Objectives Courtyard by Marriott is located in a prime location in the commercial capital of Gujarat. The Hotel bestows with a range of innovative and high-tech amenities for both the leisure as well as business travellers. The Hotel offers 164 different contemporary rooms and suits and offers high level of perks which includes in-room safes and high-speed internet access. SWOT Analysis In order to come up with the relevant goals and objectives for the hotel in the coming 12 months, the SWOT Analysis needs to be conducted which offers the Strengths, Weaknesses, Opportunities and Threats which is related to the Hotel. Strengths Weaknesses Is a part of a world leader in the business of Hotel and Leisure Industry Equipped with the best infrastructure which is second to none in the city. Its online discounts and bookings have increased considerably over the years (Indian Coast Guard 2013). Offers a world class customer service Staff Turnover has been considerably high. Profit margins of the Hotel has been reported to have declined in a period of 5 years. Opportunities Threats There has been an increase in number of international customers coming to Ahmedabad. A significant customer segment is willing to spend more and avail of the 5 start facilities Increased business summits for example Vibrant Gujarat attracts business visitors from home and abroad (Vibrant Gujarat 2013) Affordable alternatives to the hotel in the nearby areas. Economic slowdown has been one of the major concerns for decrease in occupancy rates. The primary SMART goals and objectives of the company can be summarized as below: Courtyard extends to make its guests feel relaxed and refreshed to be perfectly ready to face every new day. Increase occupancy rate by 20% Redefine its image and focus on its core business Add affordable and low-cost products and services in its offerings. Increase responsive time and enhance the ambience Reduce cost of operations and increase efficiency The above objectives are for the coming 12 months as the hotel seems to have lost a considerable market share due to its policies and marketing strategies which have gone a bit beyond their core business objectives. The competition has beefed up and especially in Ahmedabad the number of 5 star and good quality of Hotels have raised in the last couple of years. With increased footfall, and people visiting the city for more than one or more reasons, the Courtyard Marriott needs to lay emphasis on increasing its market share and offer better quality services. The Hotel has been criticized at times to give way with some necessary leisure services in an attempt to reduce its costs and fight the competition. Hence, the target should be to work on these areas and improve upon the complaints and criticisms in the next 12 months. Market Segmentation Strategy It is not possible to handle customers as a big single sized market. For any kind of product or service, it is critical that perfect market segmentation strategies are used which recognizes the ways in which each segment of customers differ from the others in terms of needs, lifestyles, and attitudes. By using the following market segmentation strategy, Courtyard Marriott could prepare the roadmap to achieve the objectives mentioned above. The strategies would be subdivided on the basis of different segmentations used: Geographical: The major visitors to the Hotel is from within the country and comprises of the high income group segments. In order to make sure that the hotel could target this segment of customers, it needs to appear a value for money proposition. This can be done by highlighting the level of comfort and convenience the Hotel has on offer for the price it charges. Another segment of customers are from abroad. For this segment, the marketing strategy needs to leverage upon the brand of Marriott and increase the visibility using the social media and internet marketing channels (Typepad n.d.). Demographic: The demographic segmentation of customers divides them into two different members. The leisure travellers and the business travellers. In order to attract the leisure travellers, the marketing strategy needs to highlight the facility and infrastructure the Hotel offers in terms of comfort and convenience. For the business travellers, the unique location within the city and the convenience the hotel offers for business meets and travelling around the area would be prime element of marketing and promotion. Psychographic: The division as per this variable segments the customers into 3 different classes. They are socially, lifestyle and personality. For the socially and personality conscious customers the marketing strategy needs to be presenting the hotel as a prime venue which is affordable yet bestows all the features of a 5 star facility. For the lifestyle customers, the hotel segmentations strategy is to market its services and the added comfort facilities they offer (Siimt n.d.). Behavioural: This segmentation is done based on the attitudes and response towards the services offered by the customers. There are two segments here as well. One is price responsive while the other is feature rich customers. For the price responsive customers, the hotel needs to market its services with lucrative offers and deals which attracts the customers and avail the discounted services of the premises. For the feature rich customers, the highlight of the marketing strategies need to produce the range of infrastructure conveniences and add-ons which the hotel offers for a selected range of services (Neelesh War Hermitage n.d.). Positioning Strategy Courtyard Marriott is a dedicated brand of Marriott hotels which extends to offer the pleasure of staying inside a Hotel with added amenities and having an elite experience within. After evaluating the segmentation strategy and the different market segments, the following can be summarized as the different market segments to the Hotel which are a part of high income groups: Business Travellers Leisure Travellers Price Conscious Guests Feature Conscious Guests Courtyard Marriott Ahmedabad would be positioned largely like any other Courtyard Hotel which is designed for frequent business travellers who like to enjoy their breaks from the daily routine which travel offers. It would be positioned as a smart, dynamic hotel which helps its guests to make the most of their time when outside. The different elements which would constitute of the positioning strategies of the Hotel would comprise of: Smart: It would be placed as a hotel which understands the mindset of its guests. Here the management would be proactive and based on their experiences offer each and every anticipated service by different class of customers. Multidimensional: Here the Hotel would try to acknowledge their guests as an individual 1st and as a business person next. For the leisure group of travellers, it would be the focus to add comfort and convenience for their stay with their loved ones. In touch: The management needs to exhibit a clear understanding of the needs of its guests and stay pre-equipped with the resources required. It would be integrated with the goals and objectives of the company. Stay grounded: The next element of focus would be ensuring that the Hotel does not promise what it cant deliver. It needs to position itself as a 5 start facility which offers a range of specific services. Magnetic: A humble and warm team which makes every effort to bring a smile on the face of their customers. This would be done by guests being able to discover something new and different with every visit they make to the hotel. Open: Lastly, the positioning would need to be open to all suggestions and recommendations of guests. Moreover, the hotel would need to be patient and not appear pushy in any aspect. To conclude and summarize, Courtyard Marriott would be an ideal destination which offers a world class facility and matches up the global standards set by the Marriott group of Hotels. The positioning would largely comprise of a 5 start facility which is equipped to meet the latest needs and expectations of the customers from both within and outside the country. A customer coming to the Hotel would develop a perception about the hotel to be a value for money location. Irrespective of the purpose of travel, the management would need to highlight its core values and leverage from the brand image the hotel chain has developed in different parts of the world (Soeagra 2012). Strategic Action Plan A strategic plan offers the roadmap of implementing a range of marketing strategies in an expectation to meet the goals and objectives set by the organization. In case of Courtyard Marriott, the action plan for achieving the above mentioned objectives would be summarized as below: Planning The 1st step of implementing changes and ensuring that the Hotel is aware of the goals and objectives they need to achieve is planning. The top management would need to come up with a list of changes and define the roles of each member of the Hotel. Once the management is clear about what the organization needs to achieve and who are the primary elements who would act as the critical elements for the implementation process, the next step would be to train and inform its entire team. It would be wise to move collectively and ensure that the employees within the organization are valued. Take Feedbacks and suggestions Once the Hotel has carried out its planning and briefing, the next step is to take inputs from the members of its entire management. This would help in getting information about the challenges or problems which any element within the entire system might have been having. Also, suggestions from the on-field employees makes sure that the management is aware of the ground realities and issues. Implementing the changes The next step is to implement the proposed changes and introduction of the new systems in practicality. The implementation strategy would comprise of the following elements in respect of the above different goals Goals and Objectives Strategies Courtyard extends to make its guests feel relaxed and refreshed to be perfectly ready to face every new day. The Hotel would need to increase their response time to the service requirement of the customers and that too around the clock. Middle level managers would be responsible to ensure that things are addressed and the responsible staff members are catering to their respective duties. Increase occupancy rate by 20% In order to achieve this target, the Hotel would need to adopt several marketing strategies. Advertisements would be released on a monthly basis in leading newspapers, leisure magazines, and business magazines. Social Media Promotions and Internet Marketing needs to be beefed up. This would be done by increased promotions online by using AdWords and other advertisement platforms over the internet. On the other hand the company would need to come up with offers and discounts from time to time which needs to be informed to the customers by using the social media profiles. Offer membership options for frequent customers and local residents. The frequent customer membership would offer substantial discounts to the customers on every visit they make. While for the local residents, the Hotel would promote its leisure activities and offer them the option of availing discounts for staying and using the different facilities within. For instance, a local resident after membership would be offered discounts on food items to a considerable level. Redefine its image and focus on its core business There has been a shift in the way the Hotel has been promoting its services. It needs to shift back to its core business image of offering high class convenience and comfort for the period a guest stays within. With every booking the hotel would start to provide surprise add-ons which would only be revealed after the customer books. This way the customer can anticipate and be excited about the additional benefits which they might get for the bookings and period of stay they make. This should be a premium service and offer the customer the sense of being valued (Club Marriott n.d.). Add affordable and low-cost products and services in its offerings. To target a considerable chunk of customers from the middle income group who aspire to take a facility of a 5 star experience, the hotel would need to come up with discounted offers for specific periods each month. The management needs to evaluate and come up with relevant dates of discounts each month. It would be based on the past data of the duration of low occupancy. It further needs to ensure that for each month the company announces the offers in about two months in advance. Besides, additional affordable bookings for the members could be a top-up for attracting the customers to become members. Increase responsive time and enhance the ambience The management needs to consistently evaluate the manpower required based on the occupancy they have. To increase the response time, adequate staffing would be done for each levels and departments. To enhance the ambience, the Hotel would implement different blends of decorative elements and curtains to suit the seasons. For instance, the decorative elements and curtains used for winters could be a blue look while for summers a bright combination would be a winner. This would help in attracting customers to come to the hotel in anticipation of a new feel and atmosphere for each visit. Reduce cost of operations and increase efficiency The Hotel would switch to installation of LED lights inside and solar panels in the outer areas of the Hotel. This move would be done for reducing the energy costs. Increasing efficiency would be facilitated by introduction of advanced cleaning tools, delivery systems, and options to reach the respective divisions by the customer. Establish a process Review The next step after defining the strategies with respect of each goal above would be to establish a review process which would include the evaluation measures and the people responsible to evaluate the entire process. This review process would further be utilized to evaluate and compare with the achieved standards with respect to the each move suggested above. Courtyard Marriott would also need to establish the process of collecting data and relevant feedback from the visitors. The data would be an essential element which would be handy for being used as control mechanisms and implementing the corrective measures as mentioned below. Control and implement corrective measures The senior management would be responsible to supervise the above strategies and direct the respective employees responsible for carrying out each task. An audit would be performed each month and the progress and data recorded would be compared with the set standards. In a scenario where there have been issues or diversion to the primary objectives of the company, the corrective measures need to be implemented. Timescale The above marketing strategic plan lays down the things which has to remain the prime focus for the hotel in the coming 12 months. The processes suggested would be a regular practice and needs to be repeated with each month. Therefore, besides setting the timeline for planning and setting the date for the above changes rest of the processes needs to repeat on a monthly basis. The time taken to make the entire planning and implementation arrangements is set to be 20 days after which the Hotel would start implementing the above changes. 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