Archives: May 2011

Relationship Selling – Nantahala Cabins – Part 2 of 5

by JeanetteMarceau
Published on: May 12, 2011
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Our billboards also show our value added services with pictures.  This billboard is located on Highway 74 at the Great Smoky Mountains Bait and Tackle; a Citgo gas station in Bryson City, North Carolina.

 

These ads also mention or show our value added benefits. We offer many excursions for our guest to enjoy.  We offer white water rafting, horseback riding, pontoon boat rental, train excursions, hiking, guided fly fishing trips, the new zip line, Appalachian evening with dinner and much more.  It does not cost any more for the guest than if they book it themselves.  This is an added concierge service we provide our guests and a value added service.

Relationship Selling – Nantahala Cabins – Part 1 of 5

by JeanetteMarceau
Published on: May 12, 2011
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According to Clark and Maher in the Journal of Vacation Marketing “The primary focus of marketing activities can be viewed as developing and maintaining repeat patronage or loyalty from the firm’s customer base. Due to many alternatives for consumers, vacation marketers are building loyalty by developing relationships with consumers. (Clark and Maher, pg59)  Relationship selling is a big part of Nantahala Cabins.  We try to secure, build, and maintain long term relationships.  Some of our guests come back year after year and some guests after seeing our cabins and staying with us says that they will come again.  The book Relationship Selling by Mark Johnson and Greg Marshal defines relationship selling as having “the central goal of securing, building, and maintaining long-term relationships with profitable customers.  Relationship selling works to add value through all possible means.” (Relationship Selling, pg 424)

 

In our advertising and when speaking with people over the phone not only do we offer great clean cabins with all of the amenities for our guests we also offer to help plan their vacation by explaining the activities offered in our area and offering to book these activities for them.  We try to offer value for our customers and our value proposition is furthered by helping them plan their vacation.

 

Nantahala Cabins is customer-centric.   When we design, decorate, and stock our cabins we try to think like a guest to make the cabin more appealing.  When we first built the cabins we built small one room cabins.  We sought to build a glorified hotel room for not much more than the price of a hotel room.  Some of our one room cabins have two full beds, futon, dining table, and small kitchen all in one room with the bathroom behind the kitchen.  We felt that guest would like a small cabin with the ability to cook meals to save on cost of dining out.  We also built the bed so that they fold up into the walls like Murphy beds.  This gives the guests more floor space.  We also built covered porches on the cabins so that no matter the weather; sun, rain, or snow; one could enjoy the outdoors or still be able to enjoy the hot tub even in the rain or snow.

 

Then we expanded always thinking of our guests and built a handicap accessible one bedroom cabin, a three bedroom cabin, and then the luxury log cabins.  The three bedroom cabins works well for families and the luxury log cabins works well for guest that would like a full log cabin with handmade log beds and a view of the Great Smoky Mountains.

 

Also in thinking about our guests we faced the porches of our cabins differently so that when you are on a porch one does not think that there are other cabins right on top of you.  Each two cabins share a parking and a picnic are but with the porches facing different directions there is a semblance of privacy.

When our guests mention an item that they would have like seen in the cabins I try to accommodate them and on their next visit they might see some of their suggestions.  A guest mentioned that there was not a cork screw, so we purchased cork screws for all of the cabins.  Then when a guest mention that it would be nice to have a reading light; we built lights into the top of the Murphy beds for reading in bed or put table lamps beside the other beds.

 

Another example of Nantahala Cabins being customer-centric is when we word our advertising we try to aim for specific targets.  Howard Nusbaum, president and CEO of the American Resort Development Assn said in an interview with Hotel & Motel Management magazine that “especially in this economy, we all need rejuvenation,” he said.  “That’s what the industry is trying to do. We’re trying to educate consumers.” (Ricca, 2009)  Our ad in the May 2010 edition of Family Circle magazine states “Bring the family on a mountain adventure with hiking, rafting, boating, mountain biking, zip line, train and more.  Enjoy full kitchens, hot tubs, great views and a picnic area.  Let us help you plan your mountain getaway!” (FamilyCircle, Pg251)  We worded this to appeal to the target audience of the FamilyCircle magazine; which is families.  Our ad in the May 2010 edition of Our State magazine is similar “Enjoy the Great Smoky Moun­tains in a cabin nestled in the beautiful Nantahala Gorge.  Experience the region’s best hiking, rafting, mountain biking, boating, zip line, train, an Ap­palachian evening with dinner and concert and many other activities.  Let us help you plan your mountain adventure!” (Our State)  These ads keep our guest in the forefront and focus on the customer by educating them of our value added benefits.

Talent Management

by JeanetteMarceau
Published on: May 12, 2011
Categories: ENT630, Human Resources
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Talent management is distinct from human resource management.  Human resource management focuses on the whole of the HR activities of the firm; job analysis, job design, planning, recruitment, hiring, orientating, training, developing, compensating, benefits, safety and health, and labor unions.  Talent management focuses on obtaining and managing human resources.

 

Three features of a talent management strategy that an organization should consider implementing in order to be considered by Fortune Magazine as a ‘Best Place to Work” organization would be comprehensive internet medium for job seekers, employee development programs tailored to employee needs, and an environment structured to satisfy employee’s needs.  The organization should truly care about its employees.

 

The organization should have in place an internet portal for job seekers.  Job seekers should have access to accurate, informed, and detailed job descriptions, the job seeker could opt in for specific jobs to be pushed to them and the job seeker could complete the job application online.  There should also be in place self screening and self test for job seeker to complete online prior to submittal of application.  The organization should also provide specific feedback to the job seeker not just we will contact you if you are a fit for our organization.   The organization will always treat every job seeker with respect and keep them informed as the process progresses and provide feedback if the applicant is not eligible to progress.

 

The organization should also develop training programs to enhance their employees’ skills and abilities.  These training programs should include identifying employee’s skills, interest, and knowledge and helping the employees expand these as well as helping them to find their best fit within the organization.  The organization would also develop learning and growing programs to help employee’s master their jobs by providing specific job training, leadership training, communication training, one-on-one coaching, and group/team development programs.

 

The organization should also have an environment structured to satisfy the needs of their employees; this could encompass job sharing, flex time, telecommuting, onsite day care, pleasantly decorated office areas, break room, cafeteria, to fun time breaks.  Depending on the motivations and needs of the employees the working environment should cater to their employees.  This environment would also include the firm listening to their employees and the employees’ should feel that the organization cares about them.

The 4 “P” of Marketing

by JeanetteMarceau
Published on: May 12, 2011
Categories: ENT630, Marketing
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The four “P” of marketing include product, price, place, and promotion.  Choosing the right product for the customer is the most difficult task in marketing.  Marketing focuses on the customer.  When pricing a product many factors need to be considered.  Ideally the product should be priced to make a profit for the business.  Factors include cost of making the product, overhead costs, advertising costs, and more.  The price set must also be considered of value for the consumer and is the valve exchanged for the product.  Place is the distribution of the product.  Distribution is the where and when the product is available to the consumer.  Every business that sells a product must keep in mind the needs of the customer.  When the business markets their product they need to be aware that promotion does not create a need but capitalize on basic needs.  Even without promotion basic needs will still need to be met.  With the right promotion people will buy their product to satisfy their needs.

In my business of Nantahala Cabins, I will we reassessing the four “P”’s of marketing.  My product is clean cabins for quests looking for lodging in the Great Smoky Mountains of North Carolina.  Most of my guest come to this area to enjoy the outdoor activities of white water rafting, horseback riding, mountain biking, train excursions, boating, hiking, and more.  We have themed our cabins and the names of our roads to appeal to these guests.  The different motifs include; fishing, paddling, hiking, biking, and mountain animals.  We have also named our roads mountain biking terms; Hardtail Lane, Bunny Hop Trail, Downhill Lane, and Switchback Lane.  Pricing has been our most difficult marketing mix.  This year we are trying a variable pricing strategy.  During the high season we charge a higher rate and a lower rate in the off season.  We have begun a new online marketing strategy of real time online bookings and offer a 10% off coupon if the reservation is booked online.  Over the last few years guests have not been making their reservation until almost last minute as opposed to about five years ago making reservations several months in advance.  I will reevaluate the pricing in late May or early June.  If we are not getting the bookings then I will reduce the pricing.  For place; our cabins are open year round so they are available when and where guest may want them.  As for promotion we are using several avenues to communicate with audiences to build and maintain relationships.

The cabins use different advertising methods.  Nantahala Cabins has a sand blasted outdoor sign at our road leading up to the cabins.  This sign is at the beginning of our road called Nantahala Cabins Lane.  Then 22 miles east of our location we have an outdoor billboard.  Both signages include our name Nantahala Cabins with the same yellow font, our phone number and our website.  I feel that it is very important that in every advertising venue that the name, phone number, and website are displayed with the same font and colors.  Consistency will bring brand awareness.  Nantahala Cabins also has brochures we use for direct mailings and as rack cards that we distribute.  Our business cards also have a similar feel as the brochure.  We also advertise in several magazines each year; including “Our State”, “Bryson City Guide”, and “Great Smoky Mountain Guide”.  I will be learning more about Internet advertising in the coming months.  We do have a website and good placement and are signed up with a Global Distribution Positioning which have us included in many travel sites like Travelocity, Kayak, etc.

Nantahala Cabins E-marketing

by JeanetteMarceau
Published on: May 12, 2011
Categories: ENT630, Marketing
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I am going to describe how well we at Nantahala Cabins utilize electronic marketing strategies.  We own Nantahala Cabins in Western North Carolina in the Great Smoky Mountains.  Our website is www.nantahalacabins.com .  In 1998 we bought property in Bryson City in the Nantahala Gorge.  We began to build cabins.  We now have a total of eight rental cabins.  We have 4 studio cabins, a one bedroom cabin, a three bedroom cabin, two 2 bedroom 2 bath luxury log cabins.  We are located 2 miles from the take out of the Nantahala River.  Our property has frontage on the main highway thru the area; Hwy 19/74.  This is a two lane highway running thru the Nantahala Gorge from Bryson City to Murphy, NC.  I set up our website in 2000 and it has evolved over the years.

I have used addressability by naming the website after the business name; Nantahala Cabins has the URL of www.nantahalacabins.com.  I have used digitalization by incorporating on the website interior and exterior pictures of all of the cabins, pictures of the area, and digitalization of our logo/sign.  This website accessibility includes information about many of the area attractions and activities.  My target market is people wishing to vacation in the Great Smoky Mountains and enjoy the outdoor amenities.  Most of my guests come to this area to whitewater raft, horseback ride, mountain bike, hike, fish, and for the train excursions.

My website is linked on the local chamber of commerce website as well as other local attractions websites.  I have also used interactivity within my website; I have just set of online reservations.  Now guests can completed book their reservation online thru a secured site and they can even selection attractions; whitewater rafting, horseback riding, train excursions, chocolate or flowers in the room, etc.   If guest prefer they can fill out a form and I will contact they about making a reservation.   I am now connected to several travel sites like Travelocity through a GDS system.  I think that advantage of interactivity is that people can book a cabin 24 hours a day; they do not have to speak with a reservationist.  I have even offered a discount if they book online.

The guests at my website also have the ability to control the information they receive.  They can click on specific cabins, on specific attractions, on maps, and on the rates.  They can control the sort of information that is provided to them.

I do not do mass e-mailings.  I do not feel that sending out mass emails of spam is the reputation that I want Nantahala Cabins to have.    I think by not spamming, I have an advantage.  If someone was spammed by Nantahala Cabins then I believe that they would be more likely to stay somewhere else instead of at Nantahala Cabins.  Spamming and mass e-mailing give companies bad reputations.

Additional e-marketing efforts are Google ad words.  When someone searches for my area or for cabins in my areas then Nantahala Cabins would be shown as a sponsored website.  We began using Google ad words two years ago and will increase this advertising this season.

Chose your Organizational Design Structure

by JeanetteMarceau
Published on: May 12, 2011
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1) Functional (formal, authority and organizational structures)

The functional organizational design structure is formal with an authority and organizational structure.  The department relationships are defined with clear lines of authority.  The organization structure is designed vertically with direct lines of authority.  This organizational structure is designed with every position being able to be traced to the top position; the chief executive.  This type of organizational structure is similar to a tree with branches.  In the functional organization the line of authority gives supervisors the “right to direct others and to require them to conform to decisions, policies, rules, and objectives.”  This type of structure show clear lines of command.  The line positions have direct dealing with the mission of the organization; the final product, service, or customer result.  The staff positions do not have direct dealings with the end result of the organization but assist the line positions.

The advantage of the functional organizational design structure is that everyone can look at the organizational chart and knows who their direct supervisor is and follow the chain command up the line.  The weakness of this type organizational design is there may be too many branches and the top chief executive might not be able to effectively follow all of the organizational processes.  The chief financial officer might not be aware of problems at the lowest level.

 

The functional organizational design works well for supervisors.  Supervisors can specifically show employees by use of the organizational chart where that employee falls in the flow of things.  That employee can know their specific job functions and what is expected of them and by looking at the organizational chart know what is expected of the other employees around them.  Within this organization design every position should have a detailed job description with expectations listed.  McGregor’s Theory Y can work very well in the functional organizational design.  Supervisors can assume that most employees will perform their job functions well, enjoy their work, be able to self direct, and seek responsibility.  The Appreciative Inquiry approach to management is also an excellent technique in this structure type.  Supervisors could seek a cooperative search for the best in everything; the best in their employees, the best in their organization, and the best in the world.  My using McGregor’s Theory Y and the Appreciative Inquiry supervisors can expect and receive the best performance from their employees.

 

The supervisors in the functional organizational design structure would probably have many programmed decision and use the decision-making process for the nonprogrammed decisions.  Supervisors and employees would be better able to work together to follow the decision-making process.

 

2) Horizontal (flat)

The horizontal organization design is where the company has been redesigned and a flat organization structure has been created with minimal managerial authority relationships.  In the redesign key processes are evaluated and supervisors are given management these key processes.  Supervision may cross departments and lines to follow the steps in completing the key processes.  These key processes not defined as per departments but by objectives such as meeting customer orders and requirements.  This organizational design structure requires a focus on customers’ needs rather than on the employee’s jobs, functions, or specialties.

 

The strength in the horizontal organizational design is that the customers’ needs take precedence.  The main objective of organizations is to best service the customer.  This organizational design will strengthen the organization to provide for the customer better.  The firm could be more efficient and more competitive in the market.  The weakness is that the line and staff position could not be readily defined.  Employees might not know if their position in to have a direct effect on the final product for the customer or if they are supporting other positions who have a direct effect on the final product.

The supervisors in a horizontal organizational design structure would be using Herzberg’s Theory to manage their employees.  These supervisors would reward the employees for getting it right and fulfilling customers’ expectations.  When employees are rewarded for focusing on the customer and other employees see the importance of focusing on the customer then the organizations goals can be met.

 

With the reorganization of the company and the change to the horizontal organizational structure there would not be as many programmed decisions.  There would be many more non programmed decisions for the supervisor to follow thru with the decision-making process.

 

3) Informal (virtual)

The informal or virtual organizational design structure is when companies are temporarily linked together in a collaborative effort to maximize profits in the market.  Companies could join together to share resources; employees, skills, products, and access to each other’s markets.  The weakness in this type of organizational design is no direct line of authority.  The employees of the different firms may have supervisors that are located in a firm that is not their own.  Employees may have a difficult time discerning their job duties.  The strength in this type of organizational design is that the market can be utilized to the advantages of these collaborative companies.

 

In the Herzberg’s Motivation –Hygiene Theory the dissatisfiers are the hygiene factors.  In the virtual organization design structure the employees would have many hygiene factors.  There could be difficult working conditions, different interpersonal relationships between companies, different supervision, and different policies and administration between the companies.

 

In the virtual organization design there would be no programmed decisions.  All of the decisions would be nonprogrammed with the supervisors trying to follow thru on the decision-making process.  Many of the steps would probably be skipped due to the numerous decisions needed to be made.

 

4) Matrix (project management-type)

The project management type or matrix organizational design structure is where activities are coordinated across departments.  This organizational design structure combines line-staff design with horizontal design.  The line-staff and teams-projects work together across the department lines.  The employees report directly to their own supervisor but they also work for the project manager when they are assigned to the special projects.

 

The strength is that this type of organizational design structure is best for focusing the different departments’ special talents on specific projects for specific periods of time.  Several projects can be performed at the same time efficiently under the matrix organizational design structure.  The weakness is that this structure violates the direct line of command when some employees are accountable to project managers or supervisors in other departments during the periods of special projects.  Scheduling employees can also be a problem and a weakness.

 

The supervisors in the project management type or matrix organizational structure would probably broaden the scope and importance of the employee’s jobs.  The supervisors would provide job rotation, multi-tasking, and job enrichment for their employees.  These supervisors would use participative management so that their employees are given the opportunity to succeed.  Empowering employees would work well in that the employees would have the confidence and skill to work with different supervisors and project managers knowing that they will be heard on any issues, their fellow employees are also committed to quality, and they can make a direct connection between their projects and the organization’s mission statement.

 

Supervisors would also have many more nonprogrammed decisions and follow the decision-making process.  With supervisors and project managers working with the employees all of the steps in the decision-making process would be more easily followed.  Since all are from the same organization, all know the organization’s mission statement, and all would be more willing to make decision in keeping with following the mission statement.

Nantahala Cabins’ Functional Approach to Management

by JeanetteMarceau
Published on: May 12, 2011
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Of the Schools of Management Thought; Scientific Management, the Functional Approach, Human Relations/Behavioral Approach, and Quantitative/Systems Approaches; I believe that The Functional Approach would be the better approach to serve most of today’s companies.  With the continually changing economic climate the Functional Approach seems to be more aimed at keeping a company focused and on track.  As per the book  Supervision: Concepts and Practices of Management by Leonard & Hilgert, the critical five functions of the Functional Approach are:

 

  1. Planning: Deciding and setting down a course of action.
  2. Organizing: Designing a structure from the planning, with tasks and authority clearly defined.
  3. Staffing: Hiring, training, motivating, and directing subordinates actions.
  4. Leading: Guiding employees toward the objectives of the organization.
  5. Controlling: Ensuring that plans are carried out.

My husband and I built and began Nantahala Cabins in Western North Carolina about 12 years ago.  While running Nantahala Cabins I unknowingly followed the five critical functions of the Functional Approach.  We planned the course of actions that we wanted Nantahala Cabins to take.  We wanted to have clean, attractive, functional, useful rental cabins for guests to enjoy while vacationing in Western North Carolina.  We offer a concierge service to help make their stay more enjoyable.  We can help them plan their vacation; book whitewater rafting trips, schedule horseback riding, schedule fishing trips, book pontoon boat rentals, and book train excursions.

We organized the most effectively way of achieving these goals.  We designed the structure of the positions for housekeeping and maintenance with tasks clearly defined.  We worked with many different outfitters to facilitate scheduling activities for my guests.  We organized the website so guests could make online reservations or call us to make reservations.  We choose the advertising venues to more effectively reach our target guests.

 

I handled the staffing.  When we first started 12 years ago, our older daughters were in the 11th grade and they helped a lot with the housekeeping and my husband did the maintenance.  As our cabins and business grew we hired out the housekeeping and maintenance.  With our business being seasonal, I hire part time seasonal employees.  This year we have housekeepers that work full time with another large firm, when not working for the other firm they perform my housekeeping when needed.  We created written procedures for housekeeping and maintenance.  We am able to give a list of cabins that guest have check out from and a time frame that the work needs to be completed by and the housekeepers are able to complete their tasks in their own way.

I try to be an effective leader.  I do not give a task to someone unless I am also willing to perform that task myself.  I have worked alongside the housekeepers and maintenance people, so they know I also have the proficiency to perform the tasks myself and I am willing to chip in when needed.  I have heard from housekeepers that their supervisor at other businesses can not lead they just tell them what to do and how to do it and those other supervisors are not willing to “get dirty” doing the jobs themselves.  I take into considerations; on how the housekeepers would like to perform their jobs and if they need additional resources.  I try to give them what I would like the end result to be and they may go about it in a different manner than I would but as long as the end result is the same then that is acceptable to me.

The final step in the Functional Approach is controlling.  We need to be able to ensure that the goals of Nantahala Cabins are carried out.  If I see that some of the goals are not being met then I need to reevaluate.  If the cabins are not being kept as clean as I would like, I would ask the housekeepers if they need additional resources i.e.; different type of cleaning products, different equipment – vacuums or mops, or more people.  If housekeepers are not able to consistently keep the cabins up to a certain level then that housekeeper may be assigned to a different job or let go.  I need to keep a handle on the aesthetic aspects to ensure that Nantahala Cabins achieve its goal of clean attractive functional cabins.  Also, if guests ask for certain items to be included in the cabins I can also reevaluate and attempt to include those items.  When we first opened we did not have TV’s in any of the cabins.  Some guests like not having TV’s as they were trying to get away from it all.  After several years we installed Direct TV in all of the cabins.  So even if they guests wanted to get away from it all they could still have access to the weather channel.   So for me controlling has been ensuring that the guests’ needs are met and adjusting parameters to meet guest needs.  This could be from ensuring cleanliness and be open to make changes as per guests’ wishes.

So without realizing it I have been performing my management’s skills to reflect the Functional Approach to management.

Employee Motivation – Theory X and Theory Y

by JeanetteMarceau
Published on: May 12, 2011
Categories: ENT630, Human Resources
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Supervisor’s use one of two theories; theory x and theory y.  From The book Supervision: Concepts and Practices of Management by Edwin C. Leonard and Raymond L. Hilgert:

“Theory X: The assumption that most employees dislike work, avoid responsibility, and must be coerced to work hard.

Theory Y: The assumption that most employees enjoy work, seek responsibility, and can self-direct.”

I am very much a proponent of Theory Y.  I believe that most employees enjoy their work, most employees seek responsibility, and most employees can self-direct.  I am happiest with I enjoy my work, can complete my job functions efficiently and effectively, seek more responsibility and am able to self direct.  I am an optimistic person.  I look to the good in everything, including employees, coworkers, and customers.  I have optimistic expectations, I believe that my employees will enjoy their jobs and seek responsibility.  I broaden the scope and importance of each job.  It is a good idea to have job rotation, multi-tasking, and job enrichment

Employee Motivation

by JeanetteMarceau
Published on: May 12, 2011
Categories: ENT630, Human Resources
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The book Supervision: Concepts and Practices of Management by Leonard & Hilgert talks about 4 Motivational Principles as Applied to Supervision.

The book describes personality as “the complex mix of knowledge, attitudes, and attributes that distinguishes one person from all others.”  The primary determinants of personality are physiological (biological) factors, early childhood influences, environmental (situational) factors, and cultural (societal) values.  The physiological (biological) factors are the makeup of the person.  The person’s race, age, gender, weight, height, and physical attributes are their biological makeup.  The early childhood influences are how they were raised, how much attention they received, and encouragement from parents.  Their environmental (situational) factors are experiences that they are confronted with through life; education, home, employment, and income.  Their cultural (societal) factors are their values for accomplishments, equal opportunity, and competition.  All of these make up each person’s personality.

This book also talks about having a positive mental attitude.  When employees think positively about themselves they tend to also think positively about issues around them.  If you are polite, courteous, and respectful to yourself and others then you will have a Positive Mental Attitude.  This behavior is also infectious; as in the driver your let into your lane will do the same for someone else down the line.  This also works in the opposite as in if you are rude and not courteous to a slow driver then that driver will also be rude to you and others.  Always pave a positive mental attitude when dealing with you customers, your employees, your suppliers, and any other stakeholder in your venture.

Maslow’s Hierarchy of Needs was created by Abraham H Maslow in that human behavior is to satisfy the hierarchy of needs.  Maslow’s Hierarchy of Needs Theory states that a person is motivated by needs that they have prioritized in such a way that the lower needs will be satisfied before any higher-order needs could be achieved.  The orders of the needs are the physiological needs, the safety needs, the belonging needs, the esteem needs, and the self-fulfillment needs.

The book Supervision: Concepts and Practices of Management by Edwin C. Leonard and Raymond L. Hilgert says that the employees must have adequate working conditions, management policies, and money; this is Herzberg’s motivation-hygiene theory.

This book also goes on to discuss other theories; expectancy theory and equity theory.  The expectancy theory is how the employee perceives relationships, performance and rewards.  If an employee believes that their performance will improve and they will be rewarded then they will put forth the effort.  Employees also strive for equality and fairness in the workplace.

Easier to Read Written Communication

by JeanetteMarceau
Published on: May 12, 2011
Categories: Communication, ENT630
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The 10 points in the book Business and Administrative Communication by Kitty Locker for Making Your Writing Easier to Read are:

  1. Choose words that are accurate, appropriate, and familiar.
  2. Choose words that do not include technical jargon unless it is essential and known to the reader.  Eliminate business jargon.
  3. As you write and revise – use active words in sentences.
  4. As you write and revise – use verbs – not nouns – to carry the weight of the sentence.
  5. As you write and revise – eliminate wordiness in sentences.
  6. As you write and revise – vary sentence length and sentence structure.
  7. As you write and revise – use parallel structure in sentences.  Use the same grammatical form for ideas that have the same logical function.
  8. As you write and revise – put your readers in your sentences.
  9. As you write and revise – begin most paragraphs with topic sentence so the readers know what to expect in the paragraph.
  10. As you write and revise – use transitions to link ideas in paragraphs.

 

Eliminating wordiness is very important along with having clear concise sentences.  When receiving an email the less words the better.  In today’s environment with people having very little time and much to do in that amount of time they do not want to waste time.  People prefer a concise clear email over a wordy email if they both achieve the same objective.

 

Another point of this book is to eliminate the “I” word.  Make the focus of your communications to be toward the reader not the writer.  Instead of saying “I am sending you the brochure”, say “Your requested brochure is enclosed.”  Also do not include words like “this writer”.  If you do need to reverence yourself do so but try to be aware your intentions.  If it is about or for the reader reference them.  If is truly about the writer then you can use “I”.  An example would be “I need a new computer.”  You are informing the reader your needs.  You could also follow up with “I need a new computer, could you provide me with a quote?”  This informs the reader what the writer needs but then puts focus back to the reader since the writer is requesting something from the reader.  Try to keep the focus on the reader.

 

This book also talks about What I Really Mean Is with the acronym WIRMI.  When proofing your sentence write another sentence that says “What I really mean is” then complete the sentence.  Are you getting your point across in your rough draft or do you need to revise the sentence?

 

Another hint the book gives is to read the draft out loud to someone else.  When reading communication out loud is it sound awkward then you can make revision so that your written communication will sound clearer and more concise.

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