Methods of Social Research

Methods of Social Research Methods of Research The correct choice of research methods to use in answering researcher set questions investigating a topic is one of the most crucial and vital elements to the successful conduct of a research exercise, (McNeill, 2005). While much attention can be paid to theory within the methodology employed by the researcher it is also critical to consider the actual research tools which back up the theoretical decisions made and provide the raw data against which the hypotheses of the research can betested. For much research the research tools will be a decisive factor in thesuccess or failure of the project. In many instances the choice of research tool is not assessed correctly with the result being data is generated which is of little or no use to the researcher, (Ruane, 2005). This occurs both due to the research method not suiting the particular needs of the researcher and the improper administering of the research method itself. For many,  choice of research tool is influenced however not by the objective needs of the research but by the ability and capabilities of the researcher in terms of time, cost or other related factors such as familiarity with the processes and techniques involved within specific sets of research tools. In this essay, we examine three research methods, show how they can be constructed in a holistic manner toachieve triangulation in relation to a research question and illustrate ethical concerns and the manner in which they can be resolved in the successful deployment of these research methods, (Somekh and Lewin, 2005). We discuss these methods as a process and thus relate our discussion to the manner in which theycan be integrated and successfully deployed. In this sense then we examine howfocus groups can provide insights into theoretical observations, how theseobservations can be explored within semi-structured interviews with a selectedsample and how these observations from interviews can be developed intogeneralised into hypotheses tested against larger samples through the use of questionnaires.However it should be noted that a critical element in deciding on whichmethodologies should be used in a research project and the relative strengthsand weaknesses of using those methodologies will depend to a large extent onthe specific circumstances involved in conducting the research, (Bryman, 2004). By this it ismeant that weaknesses for example within the conduct of questionnaire may infact be a positive element for certain projects and negative for othersdepending on the contextual basis for the research. We explore this and otherfeatures of research methods subsequently. Focus Groups Focus groups are atype of qualitative based research method based loosely on the generalprinciples which apply to interviews. However while interviews are generallyone-to-one situations involving a interviewer and interviewee relationshipfocus groups employ a one to many dichotomy, (Holloway and Jefferson, 2000). Indeedfocus groups resemble semi or unstructured interviews more particularly thanstructured interviews as one of the primary objectives of the researcher withinfocus group interviews is as a facilitator or moderator of group discussionbased on sets of general themes identified as being related to the research objectivesfor which the focus groups are being used to generate data, (Bloor et al, 2001).In particular focus groups are a very useful method to consider in theexploratory stages of research to help form ideas related to theoreticalobservations upon which later research can be based. While notoriginally a tool familiar to the social sciences focus group methodologieshave been long deployed and successful elements within business andspecifically marketing research. From these origins however their utility for socialscientific research has come to be recognised within many sections for specificinstances for which they are useful, (Fern, 2001). Focus groups havea number of advantages and disadvantages when applied towards collecting datain answering sets of research questions. Let us discuss the advantages of usingthis methodology to begin with. Perhaps a fundamental strength of focus groups istheir interactive nature when designed and implemented properly. In this mannerthe researcher can set general themes and topics and also ask specificquestions of the group related to the research topic by facilitatingintra-group discussion arising out of the topics mentioned by the moderator. Subsequentlyrecording and monitoring the discussions and interactions which occur withinthe group as the issues raised by the researcher are thrashed out can provide immenselyvaluable qualitative data and also critically have the possibility of offeringtheoretical insights or considerations missed by the researcher. In terms of aspecifically action research or ethnographic research outlook focus groups areeven more element as the interactive nature of focus groups allows the groupand its participants to actively engage with the research and even when plannedfor adequately by the researcher allow them to shape the outcomes and processesof the research itself, .(Czarniawska, 2004) Some of the keydisadvantages we can associate with the use of focus groups are internal groupdynamics, participant and interviewer bias and transcription related problemsin codifying and making the data generated amenable to analysis. However the primarydrawback to this method is related to the interactive nature discussed above inthat the researcher has much less control over the type and nature of datagenerated during the course of the research. Again as mentioned planning andgood moderating skills are essential in the use of this method, (Litosseliti, 2003). Internal groupdynamics can play a vital role in determining the success or failure of using focusgroups as a means of answering research questions. The specific disadvantagesbeing spoke of here include a common feature of socials groups wherebyindividual members of that group through personality and group dynamics come tolead and dominate discussions, (Vaughn, Shay, Sinagub, 1996).An interviewer needs to be aware of such situations and develop tactics andstrategies which are inclusive in terms of encouraging all of the individualswithin a group to participate as equally as possible in the discussion as it isbeing held. With larger groupsand to some extent even smaller groups as well due to possibilities of manypeople answering at the same time, especially in more animated discussions thenecessity of effective recording allowing for accurate transcription isessential. Bias can occur both in terms of the moderator and participants inthat moderator may lead the discussion too much in their desire to gatherrelevant data or otherwise colour the responses of participants who in turn maydesire to satisfy what they perceive to be the wishes of the moderator duringthe course of the discussion. Such considerations are not isolated to focusgroups and should be a common concern for any research exercise, (Morgan, 1997). Ethically similarsafeguards that are used in other types of research methods need to be employedwithin focus groups with some specific concerns. As with other types ofresearch informed consent needs to be adequately collected from theparticipants and in particular with focus groups if the topic is sensitive orcovers material of a private nature it must be remember that other people willbe present and thus the moderator must take further care in considering theethical implications of this feature, (Gregory, 2003). Semi-structured interviews If a researcherhas used a focus group in order to identity common themes and concerns associatedwith his or her choice of questions a useful follow on from focus groups can bethe use of more in depth and detailed semi structured interviews. Theinterviewees could perhaps be drawn from a representative sample from which thefocus group was composed. Semi structured interviews are a popular form of qualitativeresearch much relied upon within social scientific as well as otherdisciplinary investigations. The general purpose of such interviews is toexplore in details specific topics relevant to the interviewees knowledge andalso relevant to the research questions and objectives forming the focus of theresearch project, (Silveman, 2004). The normalstructure for such an interview is a one to one situation with an interviewereither having a list of some predetermined questions which are then used to branchfurther questions outwards during the conduct of the interview or alternativelythe interviewer is equipped with a set of general topics from which questionsare generated during the course of the interview. While not as interactive asfocus groups good semi-structured interviews are however in some way reliant onparticipant determination for the tenor and tone of the conduct of theinterview. This can be a principal strength of using this method in that it canbe a highly fruitful manner of exploring topics with which participants arefamiliar The advantages ofsemi structured interviews can be surmised under a number of headings. Thefirst of these is the opportunity it gives to both interviewer and intervieweeto explore in depth and detail the substantive issues for research within agiven project mentioned above. Not only though do semi-structured interviewsafford the opportunity to discuss themes in detail but the semi-structurednature also gives the interviewer freedom to dynamically adapt and respond tothe flow of the discussion as it occurs. In this sense the interviewer canexplore themes not suggested by the structure of the interview which wasoriginally planned; this is an important difference from structured interviewswhich lack this interviewer flexibility and freedom. A semi-structuredinterview can thus be said to allow for frank discussion, is a flexible and adaptivemeans as the interviewer and interviewee can respond and explore topics as theyoccur during the interview and as such can be a useful source of data for anyresearch project. Disadvantages withsemi-structured interviews again like those common to focus groups are thosewhich need to be taken account of with the use of any research method. Some ofthe main disadvantages we can associate with the use of semi structuredinterviews include participant bias, interviewer bias and the reliability ofany data generated during the course of the interview. Like focus groups theinterviewer needs to be aware of their responses and comments to theinterviewee so as not to colour or bias the responses given. Similarly aninterviewer needs to display a manner which does not indicate to theinterviewee preference supposed or otherwise for a particular set of responses.Reliability is a concern with qualitative research in general and aninterviewer needs to be cognisant of the type and form of data generated duringthe conduct of the interview. Ethically again similar principles which appliedto focus groups apply to semi-structured interviews in that the participants insuch interv iews give full informed consent to the interview taking place andthat confidentiality is ensured on the part of the interviewer in terms of anydata generated from the participant. Questionnaires Perhaps the mostfamiliar of research methods both to researchers and the general publicquestionnaires as part of a survey strategy have long held a dominant role inthe conduct of research projects, (Frazer Meredith, 2000). Questionnaires come in a variety of forms from postal, totelephone administered, to interviewer administered and so on but they are all characterisedon a reliance on a predetermined set of questions with predefined answers whichmake the data amenable to later statistical analysis either by hand or throughthe use of the many statistical computer programs which now exist. Questionnairesexcel at the testing of hypothesis concretely formed and outlined as well atgathering opinion based data from large samples, (McQueen, 2002). Questionnaires area form of quantitative research and thus they involve many statistical elementsin terms of carrying out research using them. Some of the fundamental concernswith using questionnaires include the need for sampling, ensuring effectiveresponses and a high response rate. In turn these three elements are related tothe principal advantages and disadvantages of using this method, (Oppenhiem,1992). Or in other words the success or failure and the degree to these for aparticular questionnaire is determined to a large extent by the successfulsampling of a target group and having a well-designed questionnaire with clearinstructions for participants in order to ensure correct responses and a highnumber of responses from the sample. The primary advantageof using a questionnaire lies in the amount of data which can be collectingallowing for varying degrees and sophistication in statistical analyses whichcan be performed on the data, (Gillham, 2000). The primary disadvantage ofusing questionnaires is the inverse of this strength in statistical termsrelated to the rigid and inflexible way in which data must be collected in thatthe researcher is unable to benefit from any interactivity in the research andeven when the questionnaire is interviewer administered there is a rigidity tothe questionnaire format which must be adhered to, (Houtkoop-Steenstra, 2000). Questionnaires in terms of the triangulation discussed above couldusefully be deployed in order to test hypothesis generated from theexplorations and conclusions reached during the use of focus groups. Conclusion As can be gatheredfrom our discussion then all of the research methods we have discussed are possessedof both positive and negative aspects in the case of their deployment in orderto answer research questions set by the researcher. It is argued that perhapsthe best means in which to consider the use of any of these research methods isto see them as part of a cyclical process related to the triangulation ofcertain research objectives, (yen, 1990). It can be arguedthat by using a combinational method then in the approach of constructing aresearch methodology has the benefit of playing various research methodsagainst each other, by this it is meant that certain methods will be strongothers weak and that a combinational approach will allow for the strongestpossible methodology to emerge and thus have the best chance of generatinguseful data for the research questions at hand, (Gorard and Taylor, 2004). However asmentioned in some of the limitations we discussed previously with regards tothe methods each of these particular methods require certain skills of the researcherfor them to be truly effective methods. Thus projects which would seek to useall of these methods as well as possible others would need to draw upon skilledresearchers in terms of their ability to conduct quantitative and qualitativeresearch in equal measure. Similarly using a combinational method increases therange of ethical considerations for the researcher with the possibility ofthere being a complex network of ethical issues that need to be resolvedcontinuously across the range of research methods used in the project (deMarrais Lapan 2004). Similarly for acombinational method to be effective as well as the use of any of these methodssolely also a strong methodology in terms of a plan for the research and itsconduct will need to be in place in order to generate truly relevant data forthe research questions which the researcher wishes to investigate, (Andrews,2003). In conclusion the organisation of research methods in terms of their deploymentis the most critical determinant of the success of the researcher in gathering datawhich will be of use in their subsequent and later analysis based on theresearch questions they have tasked themselves with answering. Organisation it canthus be argued is one of the principal determinants of whether the selection ofany research methods will be successful in collecting relevant and valuabledata for that project, (Ragin, 1994). References Andrews, R.J.(2003) Research Questions, Continuum, London Bloor, M. et al (2001) Focus Group inSocial Research, SAGE Publications, London. Bryman, A. (2004) SocialResearch Methods, Oxford University Press, Oxford Czarniawska, B.(2004) Narratives in Social Science Research, Sage, London deMarrais,K. Lapan, S.D. (2004) Foundations for Research: Methods of Inquiry inEducation and the Social Science, Mahwah, N.J. : L. Erlbaum Associates. Fern,E.E. (2001) Advanced Focus Group Research, SAGE, US. Frazer,L. Meredith, L. (2000) Questionnaire Design Administration : aPractical Guide, John Wiley, London. Gillham,B. (2000) Developing a Questionnaire, Continuum, London. Gorard, S. andTaylor, C. (2004) Combining Methods in Educational and Social Research,Open University Press, Maidenhead Hollway,W. Jefferson, T.(2000) Doing Qualitative Research Differently: FreeAssociation, Narrative and Interview, SAGE, London. Houtkoop-Steenstra,H. (2000) Interaction and the Standardized Survey Interview: the LivingQuestionnaire, Cambridge University Press, UK. Litosseliti,L. (2003) Using Focus Groups in Research, Continuum, London. Gregory, I. (2003)Ethics in Research, Continuum, London McNeill, P. (2005)Research Methods 3rd Edition, Routledge, London McQueen, R. (2002)Research Methods for Social Science, Prentice Hall, Harlow Morgan,D. L. (1997) Focus Groups as Qualitative Research 2nd edition,Sage Publications, US. Oppenheim,A. N. (1992) Questionnaire Design, Interviewing, and Attitude Measurement,Pinter Publishers, New York. yen,E. (1990) Comparative Methodology: Theory and Practice in InternationalSocial Research, Newbury Park, London. Ragin,C.C. (1994) Constructing Social Research: the Unity and Diversity of Method,Thousand Oaks, Pine Forge Press, US. Ruane, J.M. (2005)Essentials of Research Methods, Blackwell Publications, Malden MASS Silveman,D. (2004) Qualitative Research: Theory, Method and Practice, SAGE,London. Somekh, B. andLewin, C. (2005) Research Methods in the Social Sciences, Sage,London Vaughn,S., Shay, J. Sinagub, S.J. (1996) Focus Group Interview in Educationand Psychology, SAGE, US.

Marketing and Citibank Essay

ACKNOWLEDGMENT Alhamdulillah, first of all i would like to thank God as finally I was able to finish my assignment that have been given by Marketing lecturer to me. Besides that, not forget also a to my friends Muhammad Kharusani because without his guide me assignment cannot be done properly like this. He always gives supports and guide to me how to do the assignment in purpose to produce a good outcome from research that been studied. Credits also are given to friends class HND1B which help each other to complete this task. Topic that been given by me are regarding concept and process of marketing citibank company. Finally, thank to our beloved friend that always stick together and also work hard to produce a good assignment with all afford and responsibility. Hope that all the effort will give a lot of benefits to me . Not forget also for those who help me complete this assignment direct or indirectly. ABOUT CITIBANK Citibank, a major international bank, is the consumer banking arm of financial services giant Citigroup. Citibank was founded in 1812 as the City Bank of New York, later First National City Bank of New York. As of March 2010, Citigroup is the third largest bank holding company in the United States by total assets, after Bank of America and JP Morgan Chase. Citibank has retail banking operations in more than 160 countries and territories around the world. More than half of its 1,400 offices are in the United States, mostly in New York City, Chicago, Los Angeles, the San Francisco Bay Area, Washington, D.C. and Miami. More recently, Citibank has expanded its operations in the Boston, Philadelphia, Houston, and Dallas metropolitan areas. In addition to the standard banking transactions, Citibank offers insurance, credit cards and investment products. Their online services division is among the most successful in the field, citation needed claiming about 15 million users. As a result of the global financial crisis of 2008–2009 and huge losses in the value of its subprime mortgage assets, Citibank was rescued by the U.S. government under plans agreed for Citigroup. On November 23, 2008, in addition to initial aid of $25 billion, a further $25 billion was invested in the corporation together with guarantees for risky assets amounting to $306 billion. Since this time, Citibank has repaid its government loans in full. Q1. Present two definitions of marketing and compare both definitions. Provide relevant examples which relate to Citibank case study. Based on Philip kotler definition, Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. In other words, customer will exchange what their value (e.g money), only if their want is met. Based on my opinion, Philip kotler saying that people change what they want is to gain profit and use their valuable item to change it. In daily life also, we need to satisfy our demand by used exchanging process otherwise we cannot improve in a way of how we live. In wanting to possess such a product, we have to pay a price (cost). Hence, in making a decision to purchase an item, the customer will consider both the value and the price. After we have decided on the product, it can then be procured via the process of exchange or transactions. Based on Citigroup, they are using this strategy to satisfy their customer needs and wants. Based on Rochelle Rucker, Citibank faced a few problems to initiate manual fund problems. When they want to send money from their accounts, they call their banker and then fax, phone or mail in requests to have the transaction processed. Because the process was so complicated, customers complained. Most of the complaints lodged with the department dealt with the time it took to complete the process. So, in order to overcome this problem, Citibank use six sigma program methods to solve it. Six Sigma is a business management strategy seeks to improve the quality of process outputs by identifying and removing the causes of defects (errors) and minimizing variability in manufacturing and business processes. Six sigma used a simple method which is Pareto chart. This chart gives data which has the highest problem occur most often. A team composed of bankers and operations people identified the entire funds transfer process, tabulating defects and analyzing them using a Pareto chart. One of the methods is using internal call-back procedure, which required staff to call the person requesting the funds transfer to make sure that the instructions were correct and hadn’t been altered. So in this way, Citibank can ensure that their customer has no problem and problem solved. By using this six sigma method Citibank strives for perfect processes to satisfy customer. In Citibank Malaysia, they have proved their commitment for their customer and community live. A large aspect of Citibank’s corporate citizenship in Malaysia focuses on helping people of all ages better understand and practise financial management. In 2010, Citibank Foundation allocated grants totalling USD208,000 for their community-based projects. They have worked with Radio Television Malaysia (RTM) and invited a new collaboration with ERA Consumer Malaysia to launch the second season of the â€Å"Stretching Your Ringgit† program on TV1, TV2 and Radio RTM. The initiative followed encouraging survey findings that showed more than 70% of Malaysians polled realised the importance of financial management, especially those in the low-middle income bracket. According to American Marketing Association Board of Directors Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customer s, clients, partners, and society at large. In this case, AMA said that marketing occur when both of the company involve when there is activity among them. Citibank use the same concept which they provide services to their customer to save the money and make it easier. Citibank also provide bank loan, Credit card, Deposits, Investment, Citigold which gives benefit to customer. Citibank also use communicating to contact with their customer to provide services or solving problem. Citibank provide services to customer which can give both benefit. for example Citibank provide bank loan and this can reduce burden for people which has low income. As for the Citibank also, they make interest for those who borrow bank loan and this will give benefit to the firm. Both of definition gives the same meaning in different way. Philip kotler emphasize of the customer needs and wants. We can say Citibank really care about their customer so they will try the best to overcome any problem that customer faced. In india Citibank care their customer, this can be shown by their customer â€Å"I can safely say that Citi provides the best card services for India, which is why most of my spend is on Citi and I recommend it to my friends. A lot of the success is the result of having passionate, committed, service oriented people like Manish. My kudos to him†. (J sajeev, 2011).American Marketing Association which more to creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society. The difference between this concept is AMA is more to set of activity which no related to customer needs and wants. Citibank satisfy their customer and this is the key of how Citibank more success than the others banker in Malaysia. Compare to Maybank Malaysia, Citibank is much older than the others banker in Malaysia. We can say that Citibank is more experience in handling money. Q2. Identify at least three main characteristics of a marketing-oriented organization of Citibank case study and provide an examples for each characteristic. What is marketing orientation? Marketing orientation is a philosophy focused on discovering and meeting the needs and desires of its customers through its product mix. Unlike past marketing strategies that concentrated on establishing selling points for existing products, market orientation works in reverse, attempting to tailor products to meet the demands of customers. In essence, market orientation can be thought of as a coordinated marketing campaign between a company and its customers. Nowadays, business firm use this concept to make their customer stick with their product. We can say that the idea that companies can create a product and sell its features to an eager buying public is no longer concrete. With an increasingly global economy and more and more choices for consumers, companies must be willing to adapt their mark et orientation to stay competitive. Based on my opinion, nowadays in Malaysia, we can see a lot of bank is available. So the competition becomes higher than before. In order to attract more people to use their services, Citibank has to adapt with current situation. Citibank use marketing oriented business to identifying customer, consumer needs and wants. In Malaysia, Citibank provide Islamic banking way to satisfy their customer. By using PEST analysis, we can say that Malaysian people are majority muslim and the idea of Citibank to provide Islamic banking which satisfy customer are brilliant. So people can enjoy with low interest rates given. Citibank in Malaysia facing a problem regarding high interest rate offered, so they make a research and develop a new system which enable customer use their Islamic banking. Another services that they provide is Citibank Guard Savings is The first savings account in Malaysia that’s enhanced with free Takaful coverage against critical illness. Citibank Home i Partner provide Capped Rate, Flexible Payment and Daily Calculation, Citibank Checking Account I is a system provided by checking account that honours the Islamic banking principle of guaranteed safe custody approved by the Shariah body. Based on the services provided by Citibank, we can conclude that Citibank care about their customer needs and develop a new system according to community lived. Just like the others bank, Citibank online will make all the transactions become much easier as customer can save valuable time and money. No more hassles with long queues, parking and travelling. As we can see, Citibank developing products to meet customer needs and wants. So they come out with product and services which give benefit to their customer Credit Cards, Ready Credit, Home Loans, Loans, Deposits, Investments, Insurance, Islamic Banking. So this is basic need in any of bank in Malaysia. What is the differences between Citibank and the other bank? So let’s take an example of Citibank ready card. Citibank Ready Credit is an Unsecured Personal Overdraft with Checking Facility that allows you to access cash easily in any amount in excess of your credit balance up to the approved overdraft limit. With ready card, we can access our balance in credit card even if the amount has exceeds the limits. As a fact, Maybank did not have their owned ready card. Citibank ready card is benefit to their customer as it is convenient to pay, pay for amount that we use. Another characteristic of a marketing oriented business is making the product is available to customer at a righ t time and place. We already know about product and services of Citibank as Credit Cards, Ready Credit, Home Loans, Loans, Deposits, Investments, Insurance, Islamic Banking. Let’s take an example of Credit cards, before this Citibank only produced normal credit for their customer only. But now, Citibank produced a new credit card Citibank at work. Citibank at Work takes Citibank’s world-class consumer banking products and services right to the doorstep of employees at their workplace. Apart from enjoying customized privileges across a wide range of products including banking accounts, credit cards, loans, deposits and insurance on-site, employees of these companies also have access to financial seminars and lifestyle events, tailored to their specific profiles and needs. By using Citibank at work, business company can do their job efficiently as they have their own business credit card. Q3. Explain four elements of the marketing concept and relate your answer with Citibank case study. FOUR ELEMENTS OF MARKETING ORIENTED ORGANIZATION Production Concept is a concept where goods are produced without taking into consideration the choices or tastes of your customers. It is one of the earliest marketing concepts where goods were just produced on the belief that they will be sold because consumers need them. It holds that customers will prefer products that are widely available and inexpensive. Manager focusing on this concept concentrate on achieving high production efficiency, low cost, and mass distribution. From my opinion, production concept emphasize on distribution of product. This type of concept are easier to use. Based on the case study, Citibank provided more credit card for their customer. Each customer could have more than one credit card. Product Concept holds that consumers will favor those products that offer the most quality, performance, or innovative features. Managers focusing on this concept concentrate on making superior products and improving them over time. They assume that buyers admire well-made products and can appraise quality and performance. However, these managers are sometimes caught up in a love affair with their product and do not realize what the market needs. Related to the case study, Citibank improved their product to satisfy customer need. Before this, customer got problem to use their credit card where credit card can be used for loan only. But after an improvement, Citibank come out with Citibank Premier Miles card, Platinum, Citi business, Air-Asia Citibank gold. Next elements use is selling concept. It holds that consumers and businesses if left alone, will ordinarily not buy enough of the selling company’s product. Selling concept also is an idea in marketing that if customers are left to themselves, they will not make the effort to buy a company’s products. Therefore, it dictates, companies must be aggressive in pushing their sales. Based on my opinion, if company want to sell their product by using selling concept, they have to be aggressive in promoting their product. Not like the older ways where they promote their product by using agents. As for the Citibank case study, nowadays they advertise their product through internet and media more efficiently. Marketing concept is a business philosophy that combines above three business orientation. It holds that the key to achieving it’s organizational goals consists of company being more effective than competitors in creating, delivering, and communicating customer value to it’s selected target customers. These three philosophies are the product, selling, and marketing philosophies. Even though each philosophy has a particular time when it was dominant, a philosophy did not die with the end of its era of dominance. In fact, all three philosophies are being used today. The best way to meet the organization’s goals is also by meeting customer needs and wants. The marketing concept’s emphasis is to understand the customers before designing and producing a product for them. With the customer’s wants and needs incorporated into the design and manufacture of the product, sales and profit goals are far more likely to be met. What are Citibank do to satisfy their customer needs based on marketing concept is they make swot analysis to know what can be done to attract more customer in Citibank. Citibank (2009) has mention that their customers can have their banking activities in the Islamic principles. This not only able attracts more customer but Citibank are show that they understand their customer need in the daily banking activities. This principle have apply in Citibank branch in Malaysia. â€Å"What are the reasons behind the recent growth in Islamic finance? One is the strong demand from a large number of immigrant and non immigrant Muslims for Sharia-compliant financial services and transactions.† (Low chee hua, 2010) In order to compete in the rising of the demand of Islamic Banking, Citibank has introduced the Islamic Banking to their customers. So basically, marketing concept is satisfy customer problem and solved it by looking of what customer need. The societal marketing concept was an offshoot of the marketing concept wherein an organization believes in giving back to the society by producing better products targeted towards society welfare. Some have questioned whether the marketing concept is an appropriate philosophy in an age of environmental deterioration, resource shortages, explosive population growth, world hunger and poverty, and neglected social services. The marketing concept possibily sidesteps the potential conflicts among consumer wants. Citibank also take part in their societal marketing. Citibank became a major sponsor of the Sydney Swans in 2005, who is play in the AFL. The marketing concept is about matching a company’s capabilities with customer wants. This matching process takes place in what is called the marketing environment. Businesses do not undertake marketing activities alone. They face threats from competitors, and changes in the political, economic, social and technological environment. All these factors have to be taken into account as a business tries to match its capabilities with the needs and wants of its target customers. An organisation that adopts the marketing concept accepts the needs of potential customers as the basis for its operations. Success is dependent on satisfying customer needs. So basically, Citibank use marketing concept to attract more customer to use their services. One of the techniques used is credit card promotion such as Instant Rewards at Shell, Domino’s pizza, Samsung S3, Asia web direct. Before this, if customer wants to pay bill or loan they have to go to Citibank. But nowadays, they upgrade their system to online banking so that customer can pay instantly and reduce waste time. Q4. Provide an indication of the likely costs and benefits to Citibank case study in adapting a marketing approach. In Citibank, there are many advantages and disadvantages of a marketing approach. Customer Satisfaction In customer satisfaction, it refers to which a product’s perceived performance matches a buyer’s expectation. It is a measure of how products and services supplied by a company meet or surpass customer expectation. We can see based on their services of Citibank do for their customer. In Malaysia, Even the Citibank atm machine is less than the other bank, but their services to customer is good. Citibank will try their best to solve problem of customer credit card so that they will not lose their customer. Customer Care Customer care is a phrase that is used to describe the process of taking care of our customers in a positive manner. The term is used in place of complaint handling due to its positive focus, and is a reminder that customer satisfaction is a priority. Related to Citibank case study, they care about their customer. we can see that Citibank provide customer services so they will know any problem of customer faced. There is a few customer having problem regarding Citibank delay card. As banks are losing their customer fast, they are coming up with different strategies to retain their customers. ‘When/where was the last time you made the transaction with the card?’; I told him I don’t remember anymore since I have a few cards and I have not been using Citibank Card for a while. He insisted me to answer that question before he can proceed, and I insisted I that I don’t remember and suggested him to ask another verification question†. (Kclau, 2010) Quality of services and products. In company, they must have their own quality of services and products. It is designed to constantly improve the quality of their products, services and marketing concept. In Citibank, their main objective at Citibank is to provide reliable and quality services to our customers. Our customer service policy has the overall aim of ensuring that our customers are provided with services which are reliable and best suited to their needs. They have to manage and ensure that quality control standards for services are met. Citibank also have online credit card services so they can login anytime, anywhere to view their account details and activities. DISADVANTAGES OF CITIBANK There is one reason and one reason only that it’s so easy to get a store credit card: they are confident that they will make money off of customer purchase. The interest charged on store cards, as compared to bank credit cards, is at least several percentage points higher and often as much as 10-15% higher. As well, annual fees or sign-up fees may run twice as much as those of standard credit cards. Means that, Citibank charged is higher than the other banks in Malaysia, so that’s why only businessman use Citibank. It involved high cost in retaining the customers. And also, the target market for Citibank is higher because they only target their customer on businessman. CONCLUSION As overall conclusion, Citibank is one of the multinational companies that successful in online based financial institution that operate in Malaysia. Citibank able to understand the culture of local citizen (promo Islamic Banking Services), able to gain their market share by solved the geographical problem (online banking services), able to cost cutting by promo the online banking culture to their customer, and able to compete with the local financial institution. We know that Citibank is really cares about their customer and try their best to satisfy customer needs and wants. Based on this concept of marketing, Citibank now are well known in all around the world. Although it is a foreign company but Citibank is a good model to local financial institution to learn their strategies to increase their competitive capability to compete in the global market.

Character Analysis of August Wilsons Fences - 879 Words

In the play Fences, by August Wilson, the main character, Troy Maxson is involved in numerous relationships with family members throughout the entire eight years that the story takes place. Troy is a father, husband, and brother to other characters in the play. Unfortunately for Troy, a strong-minded and aggressive man, he constantly complicates the relationships with his family members. Troys hurtful actions and words make it nearly impossible for him to sustain healthy relationships with not only his two sons, but also his wife and brother. Perhaps the most important and fulfilling relationship a man can be involved in is one with his own flesh and blood. At the beginning of the play, we learn that Troy has two sons, Lyons and Cory.†¦show more content†¦It is obvious to the audience that Troy and Cory simply do not get along. The two are constantly bickering, mostly about Corys dream to play football at the college level. Since playing baseball did not get Troy anywhere, h e feels that football will not benefit Cory and that Cory should get recruited in how to fix cars or something where he can make a living (8). Troy constantly denounces Corys dream and pressures his son to quit the highschool football team so that he can work at the local grocery store. The verbal abuse of Cory by Troy is enough to make Cory question whether or not his own father even likes him, but it is not until after Troys affair with Alberta is out in the open that Troy and Corys unhealthy relationship reaches a whole new level. After finding out about Troys affair, Cory stands up to his father in order to protect his mother during an altercation between Troy and Rose. Troy nearly hits Cory, but he is able to stop himself before threatening Cory by saying, You better stay away from me, boy (72). Cory and Troys relationship following this incident is practically nonexistant until the time of their last fight. During that fight, after two months of staying out of his fathers way, Cory has finally had enough of Troys verbal abuse and once again stands up to him. This quarrel ends with Troy nearly hitting Cory with a baseball bat, but he is once again able to stopShow MoreRelatedThe Interpretation Of August Wilsons Fences By Denzel Wilson724 Words   |  3 PagesAugust Wilsons’ play â€Å"Fences† gave the American stage one of the most renowned characters. As Wilson originally writes in the play, Troy Maxson, who is an uneducated sanitation worker and a former Negro League Baseball player is depicted as a multi-faceted tragic figure from the mid-1950s Pittsburgh of Wilson’s childhood. This being the case, in the adaptation of this play, Denzel Washington understands the kind of ‘largeness’ portrayed in Wilson’s play and is hence portrayed a shadow that Troy castsRead MoreFences Research1694 Words   |  7 PagesThe Impact of Physical and Psychological Boundaries in August Wilson’s Fences The early 1950’s was a time of enormous importance because of the Civil Rights Movement which emphasized equal rights for blacks and whites. According to the book Approaching Literature, this time period became very familiar to August Wilson, the author of the play Fences. Wilson, an African American man, was raised by his mother and his ex-convict father. For a short period of time, before moving back to hisRead MoreSymbolism In Fences By August Wilson1460 Words   |  6 PagesKeep Love in or Lock it Out?: An Analysis of Symbolism in Fences Symbolism is defined as an artistic and poetic movement or style using symbolic images and indirect suggestion to express mystical ideas, emotions, and states of mind. In Fences by August Wilson, symbolism is used heavily throughout the play in order to represent deeper meanings and add to the emotion of the storyline. In order for the play to have so much depth and emotion, symbolism is crucial to the work itself and the heavy topicsRead MoreAnalysis of August Wilsons Short Story Fences2029 Words   |  8 Pageswhat it means, other than life is hard (Calvert, n.d.) In so many ways Fences is such an ordinary story that its power comes from the ways in which ordinary people hear and view it. There is no doubt but that the metaphor of the fence prevails, working its way across work, family, friendship and the emotional pain of living a life literally dependent on garbage for survival. This is what Wilson wrote about in his Fences of the 1950s. In retrospect, however, it doesnt take a lot to put some ofRead MoreSocial, Political, And Family Issues On August Wilson s Fences1596 Words   |  7 PagesSocial, Political, and Family Issues in August Wilson’s Fences August Wilson’s Fences depicts life in the 1950s for a typical African American family. The play touches upon racism, shifting family dynamics, and the politics of war. While racism plays an important and vital role in the play, instead of lamenting the issue, Wilson uses the characters as a weapon against the rampant racism of the time. In the same fashion, the relationship between Troy, Rose, and Cory demonstrates the shifting culturalRead MoreFences: White People and Troy Essay1719 Words   |  7 PagesAnalysis of â€Å"Fences† August Wilson’s famous play â€Å"Fences† is a drama set in the 1950’s. Being a winner of the Pulitzer Prize for the best play of the year, this play has had many positive responses to blacks and whites in this society. It is about protagonist Troy Maxson as well as his african american family that is filled with drama and excitement. In Wilson’s Fences by Joseph Wessling he expresses, â€Å"Fences is about the always imperfect quest for true manhood. Troy’s father was less of a â€Å"true†Read MoreEssay on An Analysis for the Play Fences1293 Words   |  6 PagesFences - An Analysis James E. May Averett University History of the Theatre TH 220 / BBA 469 Ronal Stepney November 07, 2011 The story line seemed melodramatic throughout the play. The author (August Wilson) has laid the ground work of many themes throughout the play. The play deals with Race, Men and their masculinity, Morality, Dreams and hopes of everyone involved, Family, Duty, Betrayal and Dissatisfaction. The play begins with Troy and his best friend Bono entering the yard chattingRead MoreFather-Child Relationships in Hamlet and Fences1223 Words   |  5 PagesFather-Child Relationships in Hamlet and Fences In both William Shakespeares Hamlet and August Wilsons Fences, the emphasis placed on parent-child relationship is vital, as family plays an important role in developing a characters values as well as his or her upbringing does. While Ophelia, Laertes, and Hamlet show loyalty to their fathers unconditionally, Cory, even though looks up Troy as a figure, eventually exhibits disrespect to him. The relationship that Ophelia shares with her fatherRead MoreFences Character Analysis Essay924 Words   |  4 Pages Analyzation of Character Traits Individuals and society often rely on the trait of responsibility in order to have their daily activities run smoothly. Troy Maxson has incorporated the key ideas of responsibility; to secure his family, friendships and job. Troy had stated multiple times within Fences that his actions are based off of his responsibilities; instead of love. â€Å"[...]Liked you? Who the hell say I got to like you?[...]† (Wilson,37). This quote displays that although Troy loves his familyRead MoreNotes On The Novel Fences And Pied Piper Of Tucson 1080 Words   |  5 PagesYou Been?† and Mara Bovsun’s article, â€Å"Pied Piper of Tucson;† they identify and describe ways authors ‘hook and hold’ readers with specific choices. Next, students read the play Fences by Pulitzer Prize winner August Wilson and analyze the role of stories within in the story to create tension and advance the plot. Fences is the foundation for the unit’s cornerstone task: after ranking and discussing important lines in the play, student perform them, and reflect on the impact of the important lines

Deforestation A Worldwide Epidemic Essay - 904 Words

Deforestation: A Worldwide Epidemic Raekwon J. Filmore Department of Biology Spring 2016 Photosynthesis is a key contributor to the survival of humans. Earth is an open system requiring the input energy to drive life processes Photosynthesis uses light energy to produce chemical energy which is glucose. Photosynthesis deals with plant growth as well as being a source of energy and food. The four things needed for plant growth are energy in the form of solar radiation, carbon in the form of carbon dioxide, mineral nutrients and water (Kirk, 1994). In order for plants to be able to conduct photosynthesis, plants need chloroplasts. Chloroplasts, green colored cells, are a plastid that contains chlorophyll and in which photosynthesis takes place. Photosynthesis is indeed very essential for plants, but it depends on environmental factors. For example, photosynthetic tissues can experience variations in temperature which can affect the rate and integrity of components in photosynthesis (Govindjee, 2012). Other essential resources that contribute to photosynthesis varies in hab itat and time as well. In the same process, water is used and oxygen is released into the atmosphere. The oxygen released from photosynthesis is what we use to breathe and is needed for our daily lives. The oxygen being released is a part of Respiration. Respiration comprises of four different stages. The first stage of respiration is Glycolysis and is located in the cytoplasm (cytosol) of the cell.Show MoreRelatedDeforestation : A Worldwide Epidemic1049 Words   |  5 Pages Deforestation: A Worldwide Epidemic Raekwon J. Filmore Department of Biology Spring 2016 â€Æ' Photosynthesis is a key contributor to the survival of humans. Earth is an open system requiring the input energy to drive life processes. 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For example, according to Sir John Bourn, â€Å"approximately more than 50% women and near aboutRead MoreCauses And Consequences Of Eating Meat1702 Words   |  7 Pagesâ€Å"Diabetes has reached epidemic proportions, with an estimated 180 million cases worldwide† (Barnard, et al 255). This statistic is staggering. This means that approximately one in 38 people has type 2 diabetes. Excluding genetic factors, type 2 diabetes is caused by a diet high in sugar, and other foods which aren’t so good for us (including meat). This number of cases across the world is an indication of something deeply wrong with the way we eat. One way to fix this epidemic is to fix our diets.Read MoreGlobal Health Essay1345 Words   |  6 Pagesimportant issue is to bring it into the philanthropist perspective. According to the UNAIDS statistics, there were two million deaths due to AIDS in 2008 and is still a growing number. 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The greenhouseRead MoreGlobal Warming Has A Effect On The Size Of The Vector Population912 Words   |  4 Pages 2.2 Vector-borne infections Vector-borne diseases are infections transmitted by the bite of infected arthropod species, such as mosquitoes, ticks, sandflies and blackflies.14 The largest health impact from global warming worldwide would occur from vector-borne infectious diseases because arthropod vectors are cold-blooded and thus, are very sensitive to climatic factors.4,14 Therefore, vectors and pathogens are predominantly affected by high temperature, as weather affects their survival and reproductionRead MorePollution And Its Effects On The Environment1655 Words   |  7 Pagesevery year, with sea life taking large tolls every year from chemical dumping and spills. Plant life is continually polluted and killed with chemical and sewage dumping. Deforestation, in many countries, destroys habitats for animal life. 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