Expert answer:Proposal Current Situation
Solved by verified expert:The current situation section of a proposal frames the problem/issue/opportunity. It explains what has led for a need to make a change or shift direction. In short, the current situation section establishes your argument and sets up the project plan, which details the solution. While we’ll focus on the project plan next module, let’s use this week’s writing activity to draft the current situation. Following the outline detailed in Chapter 8 of our textbook, the current situation should make three moves:1. Identify and define the issue/problem/opportunity2. Discuss the causes of the issue/problem/opportunity and how these causes led to the issue/problem/opportunity3. Discuss the effects or impact of not doing anything about the issue/problem/opportunityYou’ll want to, of course, weave your responses to the above moves in a fluid, coherent manner. In other words, the current situation should not simply answer the questions in a static manner. Consider persuasion tactics from Chapter 13, for example. Keeping the primary reader-users (the action takers) in mind is key. In what ways can you frame the current situation, following the above moves, to address the primary reader-users’ needs, values, and attitudes?
annotated_bibliography.docx
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Annotated Bibliography
*1. Monnier, Eric, ed. Consumer Behavior and Energy Policy: An International Perspective.
Praeger Publishers, 1986
In order to guarantee the loyalty of customers, it is imperative that the behavior of
customers be understood. This book seeks to relate consumer behavior and the energy policy. It
is basically a papers collection from various presentations that were made during the second
International Conference on Consumer Behavior and the energy policy. The major disciplines
that are concerned with consumer behavior in energy use such as economics, psychology, policy
analysis, and sociology as well are all incorporated in this book.
As earlier mentioned, all marketing decisions are supposed to be made from an informed
point of view. In any given industry, the behavior of customers towards the products produced
informs the manner in which the company will present the product which will see to it that
customers remain loyal. This book will provide information on how company management can
get to understand the mind of the customer and what exactly influences the customer’s purchase
decision. As much as it bases its discussion on the energy sector, the knowledge in it can be
applied to any other industry. The papers incorporated in this book, more specifically the ones on
psychology and sociology will enable a clear understanding of consumer behavior which informs
decisions and strategies to ensure loyalty. More on behavior will be obtained from another article
by Bagram, Mohammad, Majid Mehmood, and Shahzad Khan.
*2. Vincent, Laurence. Brand real: How smart companies live their brand promise and inspire
fierce customer loyalty. AMACOM Div American Mgmt Assn, 2012
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This is a book by Vincent Laurence whose major point is branding and how companies
can effectively work on their brand to ensure that their customers remain loyal. It articulates how
powerful branding is especially if it gets to the customer’s mind. Most customers enjoy being
associated with big brands and just that will keep them loyal. This book clarifies the existing
relationship between brand behavior which is what brands do and brand identity, how it feels or
looks like.
In the business environment, branding is everything. If the brand is good, customers will
want to be associated with it, which is a competitive advantage. This book will inform my
understanding of branding and how companies can work on their brand to increase customer
loyalty. It brings out just how valuable branding is to the marketer and any other organization as
well. It is basically a complement to the other sources I have discovered because it articulates the
important aspects of brand loyalty and brand behavior. It, therefore, makes it clear that it is
almost impossible to achieve one hundred percent customer loyalty if the brand is not well
established.
*3. Bagram, Mohammad Majid Mehmood, and Shahzad Khan. “Attaining customer loyalty! The
role of consumer attitude and consumer behavior.” International Review of Management and
Business Research 1.1 (2012): 1.
This is an article that seeks to explain how customer loyalty can be attained through
influencing the consumer behavior and attitude of the customers. The major aim of the research
was to analyze the role of customer retention and satisfaction on customer loyalty in the mobile
handset industry in Pakistan and more specifically in KPK Peshawar. For this reason, marketers
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have to decide which of the two factors, customer retention or satisfaction has a more significant
effect on customer loyalty and then channel resources towards it.
As earlier highlighted in the first book of this bibliography, understanding consumer
behavior is everything when it comes to positively influencing customer loyalty. This article
brings into the picture another important aspect which is customer attitude. The company has to
ensure that the attitude of the customer towards the products is always positive if they are to be
retained. From the article, it is clear that customer loyalty is highly dependent on customer
retention which in turn depends on trustworthiness, customer relationship management, and the
product attributes. This article is thus valuable for my research because it gives and explains the
major factors or variables that have to be influenced and focused on to ensure customer loyalty.
*4. Johnson, Michael, and Andres Gustafsson. Improving customer satisfaction, loyalty, and
profit: An integrated measurement and management system. John Wiley & Sons, 2006
This book will be a valuable one as well for this research because it brings profit into the
picture. This shows the importance of loyalty to the organization’s profitability. Customer
satisfaction is also highlighted as a factor that ensures loyalty. It majorly aims at the
establishment of more explicit linkages from quality to customer satisfaction to loyalty, and
ultimately to bottom-line financial performance, which is actually the major reason for the
existence of all business entities.
The information contained in this book significantly informs the underlying reason as to
why companies have to attain 100% customer loyalty. If customers are loyal, sales and referrals
are guaranteed which ultimately leads to profit generation. The authors are for the position that
customer satisfaction, loyalty, and profit cannot be addressed independently as they are strongly
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correlated. Ensuring customer loyalty is explained through customer satisfaction that has also
been addressed in the other articles discovered. It, therefore, complements the other sources by
introducing a quantitative or measurement aspect of the topic, and quantitatively proves
concludes that customer satisfaction leads to loyalty which increases the revenue generated by
the business.
*5. Farhat, Reshma, and Bilal Mustafa Khan. “Importance of brand personality to customer
loyalty: A conceptual study.” New media and mass communication 1.1 (2011): 4-10.
Just like the book written by Vincent Laurence, this article delves into the value brand
personality adds to customer loyalty. It specifically states that the perception that customers get
from the brand is more important than the reality. Management, therefore, has to manage these
perceptions because the brand of any given product only exists in the customer’s mind. This
article also highlights the various types of customer loyalty and concludes that customer loyalty
is significantly influenced by the brand personality which is explained by competence,
excitement, sincerity, sophistication, and ruggedness.
This article will be valuable in the research as it goes deeper to explain how a company
can build a good brand personality. The recommended factors to consider when coming up with
a brand are excitement, sophistication, ruggedness, competence, and sincerity. The article also
goes further to explain the relationship between brand loyalty and brand personality. The article
concludes by stating that a distinct brand personality is imperative for the development of a
successful brand. Once again, it makes it clear that a successful brand has to be developed if a
company is to ensure customer loyalty. It can thus be considered a complementary source to the
other sources discovered for purposes of this research.
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*6. Lowenstein, Michael W. The customer loyalty pyramid. Quorum, 1997.
This is another book to be used in this research which has specifically focused on
customer loyalty. It seeks to unravel the strategic aspect of customer loyalty and how companies
can change strategically to improve their customer loyalty and value assessment as well. One
way that has been discussed is laying intense focus on customer retention and lifetime value.
Approaches and concepts are thus developed for company management and executives to create
a proactive commitment to customer loyalty and advocacy.
This is a complementary source of all the other articles because it provides a strategic
view of customer loyalty. It provides the strategies through which company management,
executives, and the staff can implement to ensure customer loyalty. The customer pyramid is
therefore outlined which entails developing infrastructure in the organization that supports the
customer. These infrastructures not only have to ensure that the product is designed, produced
and distributed without any defects but also see to it that the customer is supported throughout
the process for them to remain loyal, as the support makes the customers highly motivated.
Maintaining status quo is not an option for a company that is working to ensure customer loyalty.
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