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Essay on WorldCom
Research by Laurel Herman (2000) shows that there are three factors that are used to judge an individual, or determine whether someone is promoted or not:
- Performance 10%
- Image 30%
- Exposure 60%
There are four kinds of people in the world:
- People who watch things happen
- People to whom things happen
- People who do not know what is happening
- People who makes things happen
It is no use marketing inferior products--make sure you are worth marketing! Whatever you are selling--cars, perfume, refreshments, finance or your own skills and talents--to an employer or customer, the principles of sales and marketing remain the same. It will not do any good to be strong, confident, skilled and qualified if you keep it a secret. If you want to be successful, you are going to have to let the rest of the world know about yourself.
This checklist has relevance to the MSC National Occupational Standards for Management: Key Role C--Management People. Marketing theory focuses the organization or individual's attention on the perceived needs and wants of the marketplace. Dorothy Leeds (1992) has defined marketing as a human activity directed at satisfying needs and wants through exchange processes. For the purposes of this checklist the exchange processes comprise skills, techniques, abilities, competence and image, and they take place between (potential) employer and employee, or between customer and supplier.
Familiarize yourself with the product. Marketing yourself starts with knowing yourself. You need to know what the product is, what its strengths and weaknesses are, what opportunities and threats there are around, what image the package is projecting, who the product is directed at, who is going to buy it and how to renew and refresh it once shelf-life approaches its limit and obsolescence sets in.
Herman, Laurel. (2000) Managing Your Image In A Week, London: Hodder and Stoughton.
Leeds, Dorothy. (1992). Marketing Yourself: How To Sell Yourself And Get The Jobs You’ve Always Wanted, London: Guild Publishing.
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