Audiencia previa Master Calendar en proceso deportación

Cuando un migrante recibe una carta cità ¡ndolo para que se presente en una fecha determinada en corte para el Master Calendar eso significa que se ha iniciado y dado el primer paso en el proceso de deportacià ³n en su contra. Durante este proceso el migrante se juega ganar el derecho a permanecer en EE.UU. o, por el contrario, obtener una orden de remocià ³n. Por ello es importante entender quà © es el Master Calendar y quà © se decide en ese momento, cà ³mo prepararse y casos en los que puede tener lugar un segundo Master Calendar  ¿Quà © es el Master Calendar? El Master Calendar es una audiencia previa en el juicio de deportacià ³n. Unas semanas o meses mà ¡s tarde tiene lugar la audiencia propiamente dicha, que es que se conoce en inglà ©s como Individual hearing. Cuando un migrante recibe la carta que se conoce en inglà ©s como Notice to Appear, o por sus siglas NTA, en la que se seà ±ala que debe presentarse en fecha y hora determinada en una Corte de Inmigracià ³n para el Master Calendar. El Master Calendar quiere decir que se ha iniciado contra un migrante un procedimiento de deportacià ³n. Los cargos son los que se seà ±alan en la Notice to Appear, es decir, en la carta en la que se notificà ³ que debà ­a presentarse en Corte para el Master Calendar. En algunos casos los migrantes podrà ­an recibir otro tipo de notificacià ³n. Son ejemplos de cargos los siguientes: ingreso ilegal a EE.UU.permanecer en el paà ­s mà ¡s tiempo del permitidoutilizacià ³n de documentos falsosmentir en la aplicacià ³n de un beneficio migratoriocondena por determinados delitos, etc. Los abogados recomiendan nunca reconocer un fraude como, por ejemplo, la utilizacià ³n de documentos falsos.  ¿Quà © sucede en un Master Calendar ante un Juez de Inmigracià ³n? En las audiencias Master Calendar el juez cita a muchos migrantes –pueden ser incluso 30– para que comparezcan en el mismo plazo de tiempo de unas dos horas. Y a partir de ahà ­ irà ¡ resolviendo asuntos bà ¡sicamente de carà ¡cter administrativo. El juez llamarà ¡ a cada migrante por su nà ºmero de Alien Registration Number y nombre. Cuando se produce el llamado, el inmigrante y, si tiene, su abogado, se levantarà ¡n e irà ¡n hablar con el juez.  Ademà ¡s, tambià ©n estarà ¡ presente al abogado que representa los intereses del gobierno. Se trata de determinar de manera rà ¡pida quà © camino va a seguir el proceso de deportacià ³n. Si el inmigrante tiene abogado, de pago o pro bono, lo mà ¡s frecuente es que las preguntas las conteste el letrado. El juez va a recordar los cargos contra el migrante, que ya se conocen porque figuran en la carta del Notice to Appear. El inmigrante puede rechazarlos o admitirlos. Tambià ©n puede seà ±alar que hay errores, como por ejemplo, si se dice que entrà ³ en determinada fecha en el paà ­s y la verdadera es otra, es el momento de llamar la atencià ³n del juez sobre eso. A continuacià ³n se establecerà ¡ cuà ¡l es el alivio que se va a buscar para luchar contra la deportacià ³n, Por ejemplo, si se solicita asilo, o una  salida voluntaria  o se està ¡ en condicià ³n de pedir un  ajuste de estatus, etc. Tambià ©n se van a decidir puntos como la fecha de la vista que se conoce como Individual Hearing y muy posiblemente el juez dà © unos plazos para presentar documentacià ³n para enviar aplicaciones o informacià ³n adicional. Es importante tener a mano un calendario donde anotar las fechas, ya que deben cumplirse todos los plazos. Incluso es posible que se fije una segunda audiencia Master Calendar como, por ejemplo, cuando el migrante todavà ­a no ha encontrado a un abogado que se haga cargo de su caso o cuando el letrado todavà ­a no ha tenido tiempo para beneficiarse con el mismo. Al finalizar la audiencia del Master Calendar se recibirà ¡ un papel (Notice) donde aparece una nueva fecha: la de la vista individual y, en algunos casos, el de otra audiencia previa. Audiencia de Master Calendar y peticiones de asilo Para los migrantes que solicitan asilo en la audiencia del Master Calendar cabe destacar que si se solicita asilo es conveniente que cuando el juez pregunta a quà © paà ­s se desea ser deportado, si esa es la decisià ³n final del caso, no se diga el paà ­s propio, ya que se considera que el solicitante de asilo tiene miedo de regresar. Hablarlo con un abogado porque podrà ­a ser recomendable guardar silencio ante esa pregunta. Asimismo, si se solicita el asilo debe pedirse, al mismo tiempo, cancelacià ³n de la deportacià ³n conocida en inglà ©s como withholding of removal y tambià ©n la proteccià ³n segà ºn la Convencià ³n de Naciones Unidas en contra de la Tortura. Tambià ©n para los solicitantes de asilo cabe destacar que si se acepta una expulsià ³n rà ¡pida conocida en inglà ©s como expedited removal el plazo que se darà ¡ para la audiencia principal individual de mà ©ritos es de un mà ¡ximo de 180 dà ­as a contar desde la fecha en la que se presentà ³ inicialmente la solicitud, lo cual puede ser insuficiente para preparar con garantà ­as el caso de asilo. Pero, por otro lado, si no se acepta el expedited removal el migrante no tendrà ¡ derecho a obtener un permiso de trabajo mientras el caso se tramita en Corte migratoria. Preparacià ³n para audiencia Master Calendar: quà © llevar y cuà ¡nto se demora El inmigrante debe presentarse con tiempo y haber planeado el dà ­a de tal manera que sepa que es posible que pase en el edificio de la Corte varias horas, aunque su presencia ante el juez va a durar unos 20 minutos. Para asegurase de llegar a tiempo, consultar la direccià ³n exacta de la corte. Tambià ©n se puede saber el nombre del juez y del administrador de la corte. Ir bien presentado, sin nada que pueda ser considerado un arma, y llevar la carta del Notice to Appear donde se le cita para esa Corte el dà ­a en que se presenta. Llevar tambià ©n un I.D. que puede ser el pasaporte, una licencia de manejar, la matrà ­cula consular, etc. Tambià ©n debe llevarse el original de cualquier documento que se estime, a sugerencia del abogado si se tuviera uno, que servirà ¡ para ilustrar el alivio de la deportacià ³n que se solicita. Aunque la ley no obliga a llevar abogado es muy recomendable, ya que las estadà ­sticas demuestran que realmente hay una gran diferencia en resultados cuando los migrantes està ¡n debidamente representados por un letrado que conoce las leyes de inmigracià ³n, es honrado y pone tiempo y esfuerzo para entender el caso del cliente y buscar una posible solucià ³n. Se puede ir acompaà ±ado de familiares, pero nunca debe ir a un edificio federal voluntaria un indocumentado, ya que puede ser arrestado. Es recomendable que se queden en casa o esperen fuera del edificio de la Corte. Ademà ¡s, es mejor que los menores no està ©n dentro de una sala de inmigracià ³n ya que se pueden ver u oà ­r cosas desagradables o muy duras para ellos.  ¿Quà © hacer si no se tiene un buen conocimiento del inglà ©s? Si no se entiende inglà ©s y, por lo tanto, no se tiene comprensià ³n de quà © està ¡ sucediendo se puede solicitar un intà ©rprete. Lo mà ¡s frecuente es que este servicio se preste por telà ©fono y es totalmente gratuito. No està ¡ permitido que el migrante traiga a corte a su propio intà ©rprete. Quà © se puede hacer si los plazos seà ±alados por el juez son muy cortos Puede suceder que el inmigrante no pueda preparar bien su defensa o encontrar y reunir todos los documentos y testigos para respaldar el alivio que se desea pedir en los plazos que fijà ³ el juez de Inmigracià ³n. Si ese es el caso hay que pedir una extensià ³n de los plazos, lo que en inglà ©s se conoce como extension of deadlines. Y, si lo que es necesario es pasar para una fecha mà ¡s tarde el individual hearing entonces lo que procede es pedir una audiencia para mà ¡s tarde continuance. Es muy importante argumentar bien la razà ³n por la que se necesitan estas nuevas fechas. Si no se hace asà ­, el juez lo va a negar. Tambià ©n en los casos en los que se ha fijado un nuevo Master Calendar, en vez de una Individual Hearing, se puede pedir que se posponga la fecha y tambià ©n a travà ©s de lo que se conoce como continuance. Tambià ©n tiene que estar apoyada esta peticià ³n por alguna razà ³n. Por ejemplo, que se acaba de encontrar abogado y à ©ste todavà ­a no ha tenido tiempo para familiarizarse con el caso. Consecuencias de no presentarse a audiencia Master Calendar No presentarse a un Master Calendar o incluso simplemente llegar tarde, como por ejemplo, por razones de trà ¡fico, puede tener consecuencias realmente malas.   Por ejemplo, el juez puede negar toda posible defensa que se pretende argumentar frente a la deportacià ³n. O, incluso, puede dictar una orden de deportacià ³n aunque el migrante no està © presente. Es lo que se conoce como deportacià ³n in absentia. Las personas que no se presentaron a un Master Calendar pueden utilizar un sistema automatizado para saber si tienen una orden de deportacià ³n en su contra. La audiencia individual de mà ©ritos En la audiencia Master Calendar no se presentan testigos ni se interroga al migrante, simplemente es una audiencia previa. Serà ¡ mà ¡s tarde, en la audiencia individual de mà ©ritos, en la que se desarrolla el juicio y al finalizar la misma el juez determinarà ¡ si el migrante se puede quedar en EE.UU. o, por el contrario, ordena su remocià ³n. Contra la decisià ³n del juez es posible apelar ante el Board of Immigration Appeals. Master Calendar El Master Calendar es una audiencia previa en el juicio de deportacià ³n de un migrante. En ella el migrante no es interrogado ni se presentan testigo y sirve para establecer cuà ¡l va a ser su defensa .Para el migrante que no se presenta a una cita en corte para Master Calendar o incluso simplemente llega tarde puede ordenarse su deportacià ³n in absence.No es obligatorio presentarse a la Master Calendar con abogado y el gobierno no paga uno de oficio. Sin embargo, es altamente recomendable contratar a un letrado con excelente reputacià ³n o encontrar uno que trabaje pro bono.Si no se habla inglà ©s con fluidez, solicitar los servicios de un intà ©rprete, que es gratuito. El migrante no està ¡ autorizado a presentar a su propio traductor. Este es un artà ­culo informativo. No es asesorà ­a legal.

Leadership Effectiveness Of A Manager - 1688 Words

According to the Webster dictionary, leadership comprises of condition, quality, dignity, art, and skill. Therefore, leadership is a combination of all these mentioned factors that describe personality. Hence, it can be defined as â€Å"the measure of a leader’s conditions† (Avey et al-, 2012, p. 22). This may include any task or role of a manager in an organizational setting. The quality of a manager’s leadership makes a remarkable difference in the overall outcome of any task. Leadership effectiveness shows â€Å"the specific conditions under which leaders and their members make effective use of the intellectual abilities , technical knowledge and experience† (Fiedler Garcia, 2012, p.34). It shows the relationship with one’s boss and identifies the actuall condition under which organizational are executed. It could be viewed from â€Å"power influence approach† which understands it in terms of the amount and type of power that a leader pos sess. Therefore, leadership effectiveness also examines how a leader acquires power, lost and maintains it. Leadership effectiveness can also be viewed from, the â€Å"behavioral approach†; which is the actual tasks performed by leaders, involves the evaluation of daily activities and basic behaviors of leaders. Also, the â€Å"trait approach† reveals the personal attributes of leaders, such as intuition, creativity,persuasiveness and oversight. On the other hand, the â€Å"situational approach† examines leadership in terms of its relationship with theShow MoreRelatedManagerial Effectiveness: A Concise Definition803 Words   |  3 PagesIn todays increasingly competitive business environment, the relevance of effective leadership cannot be overstated. That is, with the world fast becoming a global village, organizations should ideally have effective leaders at the helm so as to remain relevant. In this text, I concern myself with managerial effectiveness. 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Marketing and Car Rental Companies Free Essays

THE INFLUENCE OF INTERNAL MARKETING ELEMENTS ON BRAND IMAGE OF SELECTED CAR RENTAL COMPANIES IN SOUTH AFRICA STUDENT NAME XXXXXX (student number) Thesis submitted in fulfilment of the requirements for the degree PhD in Marketing Management in the Faculty of Management at the University of Johannesburg JOHANNESBURG September 2009 Supervisor: Prof xxxxx Co-supervisor: Dr yyyy Table of contents ____________________________________________________________________________ TABLE OF CONTENTS 1. INTRODUCTION AND BACKGROUND TO THE RESEARCH 1. 1 Overview of services and services marketing 1. We will write a custom essay sample on Marketing and Car Rental Companies or any similar topic only for you Order Now Internal marketing 1. 3 Brand identity and brand image 1. 4 Car rental in South Africa 2. STATEMENT OF THE PROBLEM 3. RESEARCH OBJECTIVES 3. 1 Primary objective 3. 2 Secondary objectives 4. RESEARCH QUESTIONS 5. HYPOTHESES 6. SIGNIFICANCE OF THE RESEARCH 7. LITERATURE REVIEW 7. 1 Theoretical paradigm 7. 2 Research Constructs 7. 3 Relationship between variables 8. RESEARCH METHODOLOGY 8. 1 Research design 8. 2 Research format 8. 3 Population and sample 8. 4 Data collection instruments, sources and procedures 8. 5 Data analysis 9. DELIMITATION OF THE STUDY 10. CONTRIBUTION OF THE STUDY 11. CLARIFICATION OF TERMS AND DEFINITIONS 12. DIVISION OF THE STUDY 13. TIME FRAME AND BUDGETARY CONSIDERATIONS 14. LIST OF REFERENCES 3 3 4 6 8 9 10 10 11 12 13 19 19 20 22 23 23 24 24 25 26 27 27 28 28 29 30 31 2 Research proposal 1. INTRODUCTION AND BACKGROUND Organisations across all industries recognise that services are becoming an important factor in all their business dealings to obtain a competitive advantage (Strydom, 2005:114). According to Palmer (2005:2), every industry is a service industry and the only aspect that separates industries is the size of their service component. Innovative organisations offering unique services to customers are now succeeding in markets where established organisations have failed (Lovelock and Wirtz, 2004:4). Services marketing management is about servicing and caring about people (Kasper, van Helsdingen and Gabbott, 2006:9). People encompass individuals, households, employees and organisations. In general, services deal with intangibles, in other words, things that cannot be hold, touched nor be seen before they are utilised (Gronroos, 2000:7). Services refer to deeds, processes and experiences (Kasper et al, 2006:9; Zeithaml, Bitner and Gremler, 2006:4). . 1 Overview of services and services marketing Many skills, activities, knowledge, performances, efforts, deeds, systems and processes are required when implementing processes which focus on people. Developing and implementing assets and capabilities, including motivating employees to serve the client well through the delivery of excellent service quality is a challenge t o any services organisation. The interaction between customers and service employees is vital for the actual success of service delivery (Kasper, van Helsdingen and de Vries, 1999:513). Organisations have realised that marketing and managing services presented issues and challenges not faced in manufacturing and packaged goods companies. Employees previously employed by manufacturing companies found that their skills and experiences were not directly transferable. Services organisations realised there are a need for new concepts and approaches for marketing and managing services organisations (Zeithaml et al, 2006:10). Customer expectations and experiences play a vital role in the success of a services organisation. Since customers mainly rely on the contact they have had with employees of the services organisation, personal contact between employees and customers will to a large extent determine the success of the services organisation (Lovelock, 1996:50). The 3 Research proposal success of the Disney brand results from the organisation placing emphasis on the importance of their employees. They have realised that satisfied employees deliver better service quality, resulting in satisfied customers (Papasolomou and Vrontis, 2006:39). To ensure consistency service brands have developed internal marketing programmes in order to recruit, train and manage employees to deliver on the brand? s promises (McDonald, De Chernatony and Harris, 2001:337). 1. 2 Internal marketing Internal marketing views the employee as an internal customer, jobs as internal products and holds the view that all employees in an organisation serve both a customer and a supplier even in the event where one or both of these are internal colleagues (Zeithaml and Bitner, 2003:319). The goal of internal marketing is to establish, implement and manage a customer-focused service culture, strategy and relationships, which should result in higher levels of service quality (Varey and Lewis, 2000:200). In order to achieve the goal of internal marketing service organisations need to recognise that marketing strategies should not only be aimed at external customers, but should also be implemented internally and achieve better internal communication. Therefore the internal marketing mix have to be of central importance in services organisations as each element represents cues that customers rely on in judging quality and overall image (Mudie and Pirrie, 2006:6). Marketing activities are traditionally structured around the four Ps related to products, that is product, price, promotion and place (distribution). In the services marketing mix an additional three Ps were added referring to people, process and physical evidence. However, marketing theorists are forever debating the relevant number of Ps and subsequently a variety of marketing mixes are being used in the various industries. Although most literature focuses on the seven Ps of services, additional four Ps including positioning, personal relationships, packaging and performance were recently introduced to the market, resulting in a number of eleven elements of the marketing mix (Balmer, 1998:31; Simister, 2009:3). These eleven elements should be 4 Research proposal included in the internal marketing programmes service organisations are offering to employees to ensure improved interaction with customers as suggested by the literature. Irrespectively of the nature of the service, employees working in the front-line interact directly with customers. In many service organisations, they are the only contact customers have with the organisation. They need to understand the customer? s needs and match the company? s service offering with the specific customer need. Moreover, they collect intelligence on competition, they help the company clarify what the needs of customers exactly are and assess the company? s ability to satisfy them. These employees promote the company? s overall image and the brand image of the company? s services (Gounaris, 2008:402). However, the font-line employees are not the only employees who should be exposed to internal marketing. In a services organisation it is imperative that all employees should be trained, developed and informed of the vision and goals of the organisation enabling them to deliver excellent services. Internal marketing requires the involvement of a number of departments working in unison to improve performance (Ahmed and Rafiq, 2002:57). A study conducted by Harris and Ogbonna (2000) unfortunately displayed that service employees were reluctant and resisted the concept of market orientation. Employees also lacked service consciousness. Harris and De Chernatony (2001:441) argue that ignorance and lack of training may explain the resistance, while employees may also feel that they may lose political power and status in the organisation by becoming more customer focused (Harris, 2002:62). Furthermore, front-line and contact centre employees are often under paid which results in a lack of enthusiasm and customer orientation. This eventually becomes an important barrier of the effort to meet customers? expectations, thus jeopardising the entire image of a service brand (Gounaris, 2008:402). Therefore, internal marketing programmes should not only include the internal marketing mix, but should also include the organisational fit, identification with the company, employee participation in decision making, commitment, accuracy and openness of communication (Naude, Desai and Murphy, 2003:1215). Liu, Petruzzi and Sudharshan (2007:25) argue that training with an emphasis on the specific tasks that employees have to accomplish, employee empowerment, sharing information pertaining to customer needs and rewarding 5 Research proposal mployees based on the quality of customer service they deliver. Employees that complete tasks effectively become motivated to provide a high quality service which results in higher levels of customer satisfaction. As a result, customers are satisfied, since expectations are met or exceeded and the brand image of the company will be positive (Donaldson and O? Toole, 2002:155; Varey and Lewis, 2000:200,201). Internal marketing, also known as internal b randing or employee branding is viewed as equally important to external brand building or the brand management of customers (O? Callaghan, 2009:4; Witt and Rode, 2005:278). Another factor playing a role in business success is the establishment of a favourable brand image (Park, Cho and Kandampully, 2009:134). Brands are often seen as a major relationship builder between a service organisation and its customers. Kasper et al (2006:163) argue that brands are not only the product or service an organisation sells or delivers, but represent everything an organisation does and specifically what an organisation represents to its employees and its markets. 1. 3 Brand identity and brand image Brands are increasingly seen as valuable market assets and an essential source of differentiation in industries which are becoming saturated with similar service offerings. Additionally, brands have certain functions such as improving loyalty, identifying the provider of the service, reducing search costs, reducing perceived risk and signalling quality (Kasper et al, 2006:163; Aurand, Gorchels and Bishop, 2005:164). Service organisations have begun to realise that the importance of nurturing relationships between employees and customers adds to the development of employees? nd customers? respect for certain functional and emotional values of the brand (Papasolomou and Vrontis, 2006:38). Subsequently, an integrated branding strategy is required to align the organisation? s strategy, processes and resources to ensure consistency in the quality of the service delivery and a positive perception of the brand (LePla, Davis and Parker, 2003:3-5). 6 Research proposal One of the critical step s in building a strong brand is to create a brand identity. The brand identity is aspirational, since it refers to how the brand would like to be perceived. Creating a brand identity is more than determining what customers say they need, it should also reflect the soul and vision of the brand and what it hopes to achieve. Aaker (1996:68) stated that the brand identity which provides the direction and strategic vision of the brand consists of twelve dimensions organised around four perspectives: Brand-as-product (product scope, product attributes, quality/value, uses, users, country of origin) Brand-as-organisation (organisational attributes, local versus global) Brand-as-person (brand personality, brand-customer relationships) Brand-as-symbol (visual imagery/metaphors and brand heritage) The brand identity should be strategic, reflecting a business strategy that will lead to a sustainable advantage, while the brand image tends to be more tactical (Aaker, 1996:70). The brand image of a service organisation is even more important than a product company due to the intangibility that characterises services. Brand image consists of two categories, namely brand associations and brand awareness. One generally accepted view of brand image is that perceptions about a brand are reflected by a cluster of associations that customers connect to the brand name in memory. Brand associations are the informational nodes linked to the brand node in memory and contain meaning of the brand for customers (Aaker, 1991:110; Keller, 1998:45). Keller (1998:45) classifies brand associations into three major categories, i. e. attributes, benefits and attitudes. Attributes refer to the descriptive features that characterise the brand. Product related attributes are essentially defined as the components of the core product function sought by customers. In terms of services, the service related attributes refer to the process of the core service (O? Cass and Grace, 2003:453). Benefits are the personal value customers attach to the brand attributes and brand attitudes are customers? overall evaluation of the brand (Del Rio Vazquez and Iglesias, 2001:411). Low and Lamb, (2000:352) conceptualise brand image, that is functional and symbolic perceptions; brand attitude as the overall evaluation of the brand; and 7 Research proposal perceived quality as the judgements of overall superiority as possible dimensions of brand associations. The literature regards brand attributes, perceived quality and brand attitude as separate dimensions of brand associations under less familiar brands and as one dimension under well known brands. Well known brands also tend to exhibit multi-dimensional brand associations, which is consistent with the idea that customers have more developed memory structures for more familiar brands (Low and Lamb, 2000:353). Brand associations are important to decision makers in services organisations to improve brand identity amongst employees, which should result in positive brand associations amongst customers. Brand awareness refers to the strength of a brand? s presence in the customer? s mind. Awareness is measured according to the different ways in which customers remember a brand, ranging from recognition (exposure to the brand) to recall (what can be recalled about the brand) to first in the mind (the brand appearing first in the mind) and finally to dominant (the only brand recalled) (Aaker, 1996:10). Brand awareness is created by increasing the familiarity of the brand through repeated exposure and strong associations with the relevant cues enabling the customer to recall the brand effectively (Keller, 2003:70). . 4 Car rental in South Africa The homogeneity and heightened competition in the car rental industry are forcing car rental companies to consider the connection between internal marketing and brand image to achieve competitive differentiation. Due to increased globalisation most car rental companies in South Africa have to compete on a local and international level. Currentl y in South Africa there are a number of car rental companies, of which seven are most recognised due to their location at airports in South Africa. These companies include Avis, Budget, Europcar, Hertz, National, Tempest Sixt and Thrifty. Car rental companies are in a complex industry with a number of role players involved such as government, car manufacturers and a variety of target markets. Besides providing a service to the various target markets, the products they offer are beyond their control, as the end product the customer receives are from different manufacturers. These end products 8 Research proposal include a large range of different car models from various manufacturers, for example, Toyota, Mercedes, BMW, Mazda, Volkswagen, and Opel to name but a few. Since the car rental companies in South Africa focus on the same customers and provide the same car models, both factors not fully controlled by them, it is imperative that they have to provide excellent services to customers to grow their businesses and to retain existing customers. The employees of car rental companies are their most important asset and therefore special attention is required to ensure loyalty and commitment from employees to deliver service excellence. Irrespective of the fact that the service organisation may have developed a well conceived positioning for its brand, he brand? s successful positioning depends on the role the employees play in producing and delivering the service (Papasolomou and Vrontis, 2006:39). Providing a service is a people business. It is therefore important for car rental companies to determine if internal marketing has an influence on employees? associations with the brand image of the organisation. Car rental companies should realise tha t there is a need to instil a customer-focused service culture, which is a prerequisite for delivering consistently high quality services and for building successful service brands. Therefore they need to embark on a process of strengthening their brands as a source of sustainable competitive advantage by implementing an internal marketing programme to compete with first world countries (Papasolomou and Vrontis, 2006:39). Although most South African car rental companies? brands are well known, formal research is required as it is not evident that internal marketing implementation does have an influence on the brand image of car rental companies in South Africa. 2. STATEMENT OF THE PROBLEM The internal marketing mix elements that will be used in this study include product, price, promotion, place, people, processes, physical evidence, positioning, personal relationships, packaging and performance. In order to enhance the brand image of a service organisation the 9 Research proposal organisation has to adapt its marketing activities to mix and match the internal marketing mix elements that will reinforce the brand image (Kotler and Keller, 2009:288). Despite a strong interest in the subject amongst marketing researchers, little research has been conducted related to brand images in service brands (Del Rio et al, 2001:410; O? Cass and Grace, 2003:453). Although car rental companies have internal programmes, such as loyalty and other incentive programmes to motivate employees, the success of these programmes have not been researched nor linked to the internal marketing elements applicable to this study (Avis, 2009). Furthermore, the researcher could not find any direct studies related to the influence of internal marketing elements on brand image in the car rental industry in South Africa. This is relevant because if all elements do not contribute positively to the overall brand image of car rental companies in South Africa, it could receive reduced attention, which could damage the image of the brand of the car rental company. Additionally if certain activities prove ineffectively they could be altered and improved, thereby creating more competitiveness for car rental companies. The problem in this study is that the importance of brand image in a services industry, specifically the car rental industry, should be emphasised, therefore this study aims to determine the influence of product, price, promotion, place, people, processes, physical evidence, positioning, personal relationships, packaging and performance on brand associations and brand awareness as dimensions of brand image of car rental companies in South Africa, as perceived by employees and customers. 3. RESEARCH OBJECTIVES The following objectives will clearly define the objectives the study aims to determine: 3. 1 Primary objective The primary research objective of this study is to determine the perceived influence of the different elements of internal marketing on the brand image of selected car rental companies in South Africa. 10 Research proposal 3. 2 Secondary objectives The secondary objectives of the study aim to determine whether the various elements of the internal marketing mix have an internal influence on each of the brand image categories. The elements of the internal marketing mix that will be separately observed according to the classification of the Ps are firstly the traditional 4 Ps, product, price, promotion, place; secondly the additional 3 Ps for services marketing mix, people, processes, physical evidence and lastly the recently added 4 Ps, positioning, personal relationships, packaging and performance. Each element of the internal marketing mix will be observed to determine its influence on brand image, namely brand associations, specifically brand attributes, perceived quality and brand attitude, as well as brand awareness, such as recognition of the brand and brand recall of selected car rental companies. The influence of the internal marketing elements on the brand associations and brand awareness will enable car rental companies to focus future internal marketing programmes on the relevant internal marketing mix elements to ensure an improved brand image. Furthermore the influence of the internal marketing elements is relevant to determine the overall influence on brand image as set out in the following hypotheses formulated in this study (see next section). The secondary research objectives are: To determine the influence of the internal product on the brand image of car rental companies amongst selected car rental companies and their clients. To determine the influence of the internal price on the brand image of car rental companies amongst selected car rental companies and their clients. To determine the influence of internal promotion on the brand image of car rental companies amongst selected car rental companies and their clients. To determine the influence of the internal place on the brand image of car rental companies amongst selected car rental companies and their clients. 11 Research proposal To determine the influence of internal people on the brand image of car rental companies amongst selected car rental companies and their clients. To determine the influence of internal processes on the brand image of car rental companies amongst selected car rental companies and their clients. To determine the influence of internal physical evidence on the brand image of car rental companies amongst selected car rental companies and their clients. To determine the influence of internal positioning on the brand image of car rental companies amongst selected car rental companies and their clients. To determine the influence of internal personal relationships on the brand image of car rental companies amongst selected car rental companies and their clients. To determine the influence of internal packaging on the brand image of car rental companies amongst selected car rental companies and their clients. To determine the influence of internal performance on the brand image of car rental companies amongst selected car rental companies and their clients. 4. RESEARCH QUESTIONS As suggested by the title, the purpose of the study is to investigate the influence of the eleven internal marketing mix elements on brand image of car rental companies in South Africa. The research question can be phrased as: Do the eleven internal marketing mix elements have an influence on the brand image of South African car rental companies? Sub-components of the primary research question include: What is the influence of the internal product, price, promotion, place, people, processes, physical evidence, positioning, personal relationships, packaging and performance on brand associations of car rental companies? 12 Research proposal What is the influence of the internal product, price, promotion, place, people, processes, physical evidence, positioning, personal relationships, packaging and performance on brand awareness of car rental companies? 5. HYPOTHESES In figure 1 the hypotheses derived from the research objectives are indicated. Figure 1 displays the organisation which imposes its values through internal marketing on employees with the external customer in mind to achieve its objectives (Mudie and Pirrie, 2006:14). The internal marketing mix elements are independent variables, since they are not dependent on one another to exist in the organisation. The brand image categories, that is brand associations and brand awareness are the dependent variables of the study as the research aims to prove the influence of the independent variables on the brand image. In order to establish the connection between the internal marketing mix and the brand image of the organisation an intervening variable is required. The intervening variable is brand identity, as it provides direction, purpose and meaning for the brand (Aaker, 1996:68). Through establishing that brand identity is dependent on the elements of the internal marketing mix and that brand image is dependent on brand identity, will allow the connection between the internal marketing mix and brand image to be established. The brand association dimensions that will be tested are brand attributes, perceived quality and brand attitude. The brand awareness dimensions are brand recognition and brand recall. In developing research hypotheses researchers normally frame relationships in either the null or alternative format. In this study alternative hypotheses are formulated, indicating that there is a relationship between two variables that is significant. These hypotheses are depicted in figure 1 on the following page. 13 Brand identity Brand identity Employees Product v1 Traditional Ps Price v2 Place v3 Promotion v4 H2d, H2e H1a, H1b, H1c H3a, H3b, H3c H4a, H4b, H4c H1d, H1e Customers Attributes v12 a b c H2a, H2b, H2c Perceived quality v13 Brand Attitude v14 Brand associations Recognition v15 H3d, H3e H4d, H4e d Brand image Brand awareness Recall v16 e People v5 Internal marketing Services Ps Processes v6 Physical evidence v7 H5a, H5b, H5c H6a, H6b, H6c H7a, H7b, H7c Attributes v17 a b Perceived quality v18 Brand Attitude v19 H5d, H5e c Brand associations H6d, H6e Recognition v20 H7d, H7e d Brand image Recall v21 e Brand awareness Positioning v8 Recent Ps H8a, H8b, H8c H9a, H9b, H9c H10a, H10b, H10c H11a, H11b, H11c H8d, H8e H9d, H9e H10d, H10e H11d, H11e Attributes v22 a b Personal relationships v9 Packaging v10 Performance v11 Perceived quality v23 Brand Attitude v24 c Brand associations Brand image Recognition v25 Recall v26 e d Brand awareness Research proposal Based on the primary and secondary objectives and as indicated in figure 1, it is hypothesised that: H1a: Internal product does have an influence on brand attributes of car rental companies by increasing brand identity. H1b: Internal product does have an influence on perceived quality of car rental companies by increasing brand identity. H1c: Internal product does have an influence on brand attitude of car rental companies by increasing brand identity. H1d: Internal product does have an influence on recognition of the brand of car rental companies by increasing brand identity. H1e: Internal product does have an influence on brand recall of car rental companies by increasing brand identity. H2a: Internal price does have an influence on brand attributes of car rental companies by increasing brand identity. H2b: Internal price does have an influence on perceived quality of car rental companies by increasing brand identity. H2c: Internal price does have an influence on brand attitude of car rental companies by increasing brand identity. H2d: Internal price does have an influence on recognition of the brand of car rental companies by increasing brand identity. H2e: Internal price does have an influence on brand recall of car rental companies by increasing brand identity. H3a: Internal place does have an influence on brand attributes of car rental companies by increasing brand identity. H3b: Internal place does have an influence on perceived quality of car rental companies by increasing brand identity. H3c: Internal place does have an influence on brand attitude of car rental companies by increasing brand identity. 15 Research proposal H3d: Internal place does have an influence on recognition of the brand of car rental companies by increasing brand identity. H3e: Internal place does have an influence on brand recall of car rental companies by increasing brand identity. H4a: Internal promotion does have an influence on brand attributes of car rental companies by increasing brand identity. H4b: Internal promotion does have an influence on perceived quality of car rental companies by increasing brand identity. H4c: Internal promotion does have an influence on brand attitude of car rental companies by increasing brand identity. H4d: Internal promotion does have an influence on recognition of the brand of car rental companies by increasing brand identity. H4e: Internal promotion does have an influence on brand recall of car rental companies by increasing brand identity. H5a: Internal people do have an influence on brand attributes of car rental companies by increasing brand identity. H5b: Internal people do have an influence on perceived quality of car rental companies by increasing brand identity. H5c: Internal people do have an influence on brand attitude of car rental companies by increasing brand identity. H5d: Internal people do have an influence on recognition of the brand of car rental companies by increasing brand identity. H5e: Internal people do have an influence on brand recall of car rental companies by increasing brand identity. H6a: Internal processes do have an influence on brand attributes of car rental companies by increasing brand identity. H6b: Internal processes do have an influence on perceived quality of car rental companies by increasing brand identity. 16 Research proposal H6c: Internal processes do have an influence on brand attitude of car rental companies by increasing brand identity. H6d: Internal processes do have an influence on recognition of the brand of car rental companies by increasing brand identity. H6e: Internal processes do have an influence on brand recall of car rental companies by increasing brand identity. H7a: Internal physical evidence does have an influence on brand attributes of car rental companies by increasing brand identity. H7b: Internal physical evidence does have an influence on perceived quality of car rental companies by increasing brand identity. H7c: Internal physical evidence does have an influence on brand attitude of car rental companies by increasing brand identity. H7d: Internal physical evidence does have an influence on recognition of the brand of car rental companies by increasing brand identity. H7e: Internal physical evidence does have an influence on brand recall of car rental companies by increasing brand identity. H8a: Internal positioning does have an influence on brand attributes of car rental companies by increasing brand identity. H8b: Internal positioning does have an influence on perceived quality of car rental companies by increasing brand identity. H8c: Internal positioning does have an influence on brand attitude of car rental companies by increasing brand identity. H8d: Internal positioning does have an influence on recognition of the brand of car rental companies by increasing brand identity. H8e: Internal positioning does have an influence on brand recall of car rental companies by increasing brand identity. H9a: Internal personal relationships do have an influence on brand attributes of car rental companies by increasing brand identity. H9b: Internal personal relationships do have an influence on perceived quality of car rental companies by increasing brand identity. 17 Research proposal H9c: Internal personal relationships do have an influence on brand attitude of car rental companies by increasing brand identity. H9d: Internal personal relationships do have an influence on recognition of the brand of car rental companies by increasing brand identity. H9e: Internal personal relationships do have an influence on brand recall of car rental companies by increasing brand identity. H10a: Internal packaging does have an influence on brand attributes of car rental companies by increasing brand identity. H10b: Internal packaging does have an influence on perceived quality of car rental companies by increasing brand identity. H10c: Internal packaging does have an influence on brand attitude of car rental companies by increasing brand identity. H10d: Internal packaging does have an influence on recognition of the brand of car rental companies by increasing brand identity. H10e: Internal packaging does have an influence on brand recall of car rental companies by increasing brand identity. H11a: Internal performance does have an influence on brand attributes of car rental companies by increasing brand identity. H11b: Internal performance does have an influence on perceived quality of car rental companies by increasing brand identity. H11c: Internal performance does have an influence on brand attitude of car rental companies by increasing brand identity. H11d: Internal performance does have an influence on recognition of the brand of car rental companies by increasing brand identity. H11e: Internal performance does have an influence on brand recall of car rental companies by increasing brand identity. 8 Research proposal 6. SIGNIFICANCE OF THE RESEARCH Employees who are treated well and who believe in the company they are representing tend to deliver service excellence. Internal marketing provides the means to retrain employees and to motivate them to exceed customer expectations, resulting in a positive association with the brand, which customers are likely to share wi th others (Donaldson and O? Toole, 2002:155). In today? s crowded marketplace building a powerful brand is central in giving companies a competitive edge. The association clients make with a brand in the services industries will focus strongly on the service quality they receive from the company (Papasolomou and Vrontis, 2007:8). In South Africa no formal research study could be found on how the eleven internal marketing elements, that is product, price, promotion, distribution, processes, physical evidence, people, positioning, personal relationships, packaging and performance influence the brand image, being brand attributes, perceived quality and brand attitude of car rental companies. Formal research is required to determine the influence of internal marketing on brand image, as the internal marketing efforts will have an effect on service delivery by employees, which subsequently should improve the image clients have of the brand. Although some car rental companies claim they care about employees and provide special motivational programmes for employees, no formal research has been conducted to determine if these programmes as part of internal marketing have a positive influence on the service delivered by employees (Avis, 2009). . LITERATURE REVIEW The literature study is based on the most recent literature available in the fields of study. It includes inter alia books, journals, academic dissertations and literature available in an electronic format obtained from reputable academic and various research institutions via the Internet. The ensuing sections contain information obtained to gain an in-depth understanding of the research issues as defined within the p roblem statement. 19 Research proposal 7. 1 Theoretical paradigm Few topics of the commercial theory have inspired as well as divided the marketing academia as the four Ps Marketing Mix framework (Constantinides, 2006:407). Since Jerome McCarthy (1964) reduced Neil Borden? s (1964) twelve identified controllable marketing elements to four, product, price, place and promotion, practitioners and academics promptly embraced the mix paradigm that soon became the prevalent and indispensable element of marketing theory and operational marketing management (Gronroos, 1994:13). The wide acceptance of the mix among marketers is due to their profound exposure to this concept, since most introductory marketing manuals identify the four Ps as the controllable parameters likely to influence the consumer buying process and decisions (Kotler, 2003). However, despite the background and status of the marketing mix as a major theoretical and practical parameter of contemporary marketing, several academics have at times expressed doubts and objections as to the value and the future of the mix, proposing alternatives that range from minor modifications to total rejection. It is often evident in both the academic literature and marketing textbooks that the mix is deemed by many researchers and writers as inadequate to address specific marketing situations like the marketing of services, the management of relationships or the marketing of industrial products (Constantinides, 2006:409). Early references identifying differences between tangibles and intangibles underlying the distinctive character of services marketing are found in the works of Branton (1969), Wilson (1972). The special character of services were emphasised by Blois (1974), Bessom and Jackson (1975) and Shostack (1977). Several alternative methodologies and marketing conceptual frameworks for services marketing have been proposed ever since. A key factor distinguishing the services marketing from marketing physical products is the human element. Booms and Bitner (1981) included people, physical evidence as an important environmental factor influencing the quality packaging and process of service delivery as additional marketing mix elements in services marketing. 20 Research proposal Subsequently various researchers have added a variety of proposed elements and some changed existing elements. Currently there are additions of up to eleven elements in the marketing mix. Based on the recent contributions of researchers such as Fryar (1991) who introduced positioning, English (2000) who added personal relationship, Grove, Fisk and John (2000) who claim that performance should be included and Beckwith (2001) who indicated that packaging is lacking, these four elements are included in the internal marketing mix elements as theoretical foundation for this study. The creation of a brand implies communicating a certain brand image in such a way that all the target groups of an organisation link its brand with a set of associations (Del Rio et al, 2001:410; Low and Lamb, 2000:350). Brand associations are important to organisations and customers. An organisation uses brand associations to differentiate, position and extend brands, to create positive attitudes towards a brand and to suggest attributes or benefits of purchasing or using a specific brand. Customers use brand associations to help process, organise and retrieve information in memory, nd to assist them in making purchasing decisions (Aaker, 1991:110). Brand associations play a central role in brand strategy development. In particular, Aaker (1992:25) suggests that brand associations should be organised into groups that have meaning. This meaning should define the brand? s positioning – its point of reference with respect to the competition. Thus, a well positioned brand will re present an attractive set of strong associations (De Chernatony and McDonald, 2003:254; Hankinson, 2005:25). The second category of brand image is brand awareness. Brand awareness consists of brand recognition and brand recall performance. Brand recognition relates to customers? ability to confirm prior exposure to the brand when given the brand as a cue. In other words, customers are able to distinguish the brand as having been previously seen or heard. Brand recall relates to customers? ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category or a purchase or usage situation as a cue. In other words, customers are able to correctly generate the brand from memory when receiving a relevant cue (Keller, 2003a:67). Brand awareness is critical for services organisations, as customers have to actively seek the brand and be able to recall it from memory when appropriate. 21 Research proposal Together with the eleven internal marketing mix elements, brand image, broken down into brand associations and brand awareness form the theoretical paradigm on which this study is based. 7. 2 Research constructs Research constructs are described as unobservable abstract concepts that are measured indirectly by a group of related variables. Variables are described as observable measurable elements of an object and are measured directly (Hair, Bush and Ortinau, 2009:233). In practice, the term variable is used as a synonym for constructs or the property being studied and in this context, a variable is a symbol to which numerals or values are assigned (Cooper and Schindler, 2001:44). Therefore, the variables that will be measured in this study are the eleven internal marketing elements, product, price, promotion, place, people, processes, physical evidence, positioning, personal relationships, packaging and performance. These elements are the independent variables or constructs, since they predict or explain the outcome variable of interest (Hair et al, 2009:234). Brand image consists of the two classifications, namely brand associations and brand awareness. Brand associations as described by the literature can be measured in terms of brand attributes, perceived quality and brand attitude, while brand awareness can be measured as recognition of the brand and recall of the brand (Aaker, 1996:10; Keller, 1998:45). The brand attributes, perceived quality, brand attitude, brand recognition and brand recall are the dependent variables or constructs as they are the variables the researcher is seeking to explain (Hair et al, 2009:234). Brand identity is the intervening variable as it is the factor which theoretically affects the observed phenomenon but cannot be seen, measured, or manipulated; its effect must be inferred from the effects of the independent and dependent variables on the observed phenomenon (Cooper and Schindler, 2001:47). 22 Research proposal 7. 3 Relationship between variables As indicated in the formulated hypotheses, this study aims to indicate that there is a relationship between the variables that are being tested. The relationship can either be positive or negative. A positive relationship between two variables indicates that the two variables increase or decrease together, comparing to a negative relationship that suggests that as one variable increases, the other one decreases, or vice versa (Hair et al , 2009:234). Should there be no relationship between the eleven internal marketing elements and the brand image of selected car rental companies in South Africa, the null hypothesis will be relevant. If the null hypothesis is accepted, it concludes that the variables are not related in a meaningful way (Hair et al, 2009:235). If, on the other hand, the null hypothesis is rejected, the alternative hypothesis indicates that the two variables are related in some way that may prove useful for the car rental companies. 8. RESEARCH METHODOLOGY A well-designed research plan forms the basis of the entire research process (Cooper and Schindler, 2001:6). Research can be described as a practical activity that intends to find out things in a systematic way. It is a process of designing, gathering, analysing and reporting information to uncover opportunities and reduce the risks of decision-making (Coldwell and Herbst, 2004:10). Previously gathered information which was not gathered for this study, but that was gathered for another purpose is called secondary data (Churchill and Brown, 2007:146). Secondary data, including books, academic accredited research journals, websites, dissertations, theses, internal company information and other written and verbal communications will be used to develop the theoretical background of the study. Primary data, which is data initiated by the researcher for the purpose of the proposed study, is extracted in the form of perceptions of the sample population that will be investigated (Churchill and Brown, 2007:146). 23 Research proposal Cooper and Schindler (2001:14) state that the term „empirical? points to the requirement for the researcher to test subjective beliefs against objective reality and have findings open to further scrutiny and testing. In this study, empirical research is used to test the objectives stated previously in this chapter. . 1 Research design The objectives of the study form an integral part of the research design, since objectives ensure that information will be collected from appropriate sources by using the correct data gathering techniques. They also influence the sampling methodology, the schedule and cost of the research project (Zikmund, 2003:58). According to Mouton (2001:37), the research method that is partly derived from the methodological paradigm (qualitative or quantitative) fits the research objectives. In quantitative research, the methods are well planned, structured and formal because the findings play an important role in decision-making (Boyce, 2002:37). Quantitative research makes use of structured close-ended questions that have predetermined response possibilities in questionnaires or surveys and are distributed to a vast number of respondents (Hair et al, 2006:171). In this study a quantitative process will be used to seek data that can be expressed in numbers and statistically analysed. 8. 2 Research format The research format of the study is described as descriptive research. According to Cooper and Schindler (2001:136) descriptive research attempts to answer questions such as who, what, where, when or how much. Data collected through descriptive research can provide valuable information about the study units along relevant characteristics and also about associations among those characteristics (Aaker, Kumar and Day, 2001:73; Parasuraman, Grewal and Krishnan, 2004:72). As recommended by Solomon, Marshall and Stuart (2006:113), this study will include a descriptive survey design to gather the necessary data from a large sample size. 24 Research proposal The descriptive format is broken down in two types, longitudinal and cross-sectional. Longitudinal designs rely on panel data in which the same variables are measured over time. Cross-sectional designs rely on a sample of elements from the population of interest that are measured at a single point in time (Churchill and Iacobucci, 2002:122). As the objectives of this study are to describe a current situation, a cross-sectional format is appropriate. 8. 3 Population and sample The population for this study will include employees and customers of selected car rental companies in South Africa. There are 7 car rental companies, being Avis, Tempest, Budget Car Rental, First Car Rental, Europcar, Hertz and Argus Car Rental. Avis, Budget and Europcar will be the sample drawn from the population, as these three are the largest and world leading car rental companies in South Africa. All three companies have more than 75 branches and fleets in excess of 8500, compared to the other car rental companies with less than 50 branches and fleets smaller than 6000. Since Avis, Budget and Europcar have a market share of more than 80% it is believed that they will be a fair representation of the car rental industry in South Africa. Probability sampling will be used for selecting the sample frame. Probability samples are distinguished by the fact that each sampling unit has a known, non-zero chance of being included in the sample (Hair et al, 2006:330). The two independent sample frames that will be used in the study include: Sample frame 1: The sampling units in this frame include all employees of the Avis, Budget and Europcar groups stationed at major airports in South Africa. These airports include OR Tambo, Cape Town, Durban, Bloemfontein, Port Elizabeth, East London, George, Nelspruit and Lanseria. There will be 800 employees targeted within this sample selected by the management of the three car rental groups. 25 Research proposal Sample frame 2: The sampling units in this frame include customers who rented cars during a period of three months from October to December 2009 of the Avis, Budget and Europcar groups stationed at OR Tambo, Cape Town, Durban, Bloemfontein, Port Elizabeth, East London, George, Nelspruit and Lanseria airports. There will be 4000 clients targeted within this sample, selected by the management of the three car rental groups. It is important to consider both two independent sample frames, as the employees in sample frame one will measure the internal marketing aspects of the study. The customers of sample frame two will aid in measuring the brand image of the selected car rental groups. 8. 4 Data collection instruments, sources and procedures The data collection of this study will be conducted by means of a survey. According to Rubin, Rubin and Piele (2000:193) surveys allow the researcher to observe and gather evidence. Questionnaires will be designed for each of the sample frames. Questionnaires will include a demographic section to classify respondents, being customers or employees. In the second section of both questionnaires the eleven internal marketing mix elements will be tested based on information from the literature. The third section of both questionnaires will focus on brand associations, specifically brand attributes, perceived quality and brand attitude, as well as brand awareness, namely recognition of the brand and brand recall as described in the theory of the relevant chapter. A five point Likert scale, ranging from „strongly disagree? to „strongly agree? , will be used for all questions within both questionnaires. The Likert scale is a highly used rating scale that requires respondents to indicate a degree of agreement or disagreement with each of a series of statements about the objects (Cooper and Schindler, 2001:234). The survey, comprising of an online questionnaire will be administered through email and upon completion will be sent directly to the Statistical Consultation Service of the University of Johannesburg. An online survey format will allow for a wide reach that will be relatively inexpensive and will be faster than offline methods. Furthermore, there will be no interaction between the researcher and the respondents, therefore interviewer error and bias will be 26 Research proposal diminished (Hair et al, 2006:230). Confidentiality and anonymously of respondents will also be guaranteed. A pre-test will be conducted to detect possible weaknesses in the questionnaire. An important purpose of the pre-test is to discover the respondents? reactions to questions and it also helps to discover repetitiveness or redundancy (Cooper and Schindler, 2001:236). 8. 5 Data analysis Statistical procedures to test the research hypotheses include descriptive statistics, factor analyses, analyses of variance and measures of association. Internal marketing and brand image involve numerous factors. Factor analysis will be used to compare and find correlations between these factors. The statistical method for testing the null hypothesis that the means of several populations are equal is analysis of variance (ANOVA) (Cooper and Schindler, 2001:509). ANOVA will be used to determine if internal marketing and brand image are related. The pre-test of the questionnaire will be conducted amongst five experts in the industry to ensure reliable data. Cronbach-Alpha will be used to measure the reliability of the pilot. All calculations will be done by means of SPSS. Analyses will be conducted by the Statistical Consultation Service of the University of Johannesburg. 9. DELIMITATION OF THE STUDY This study will focus on the three largest car rental companies in South Africa and although it is believed that they will be representative of the car rental industry, it might not be the case, as smaller car rental companies might have different or no internal marketing focuses and therefore the results and recommendations may not be generalised to a wider context. The dimensions of brand associations and brand awareness will only be investigated amongst car rental companies in South Africa, which is a service industry. If the approach is extended to other services industries or even products the result might differ. 7 Research proposal Furthermore, no previous research has been conducted on the eleven internal marketing mix elements and brand image of the car rental industry in South Africa. Therefore, this study may lack in-depth information related to the car rental industry. 10. CONTRIBUTION OF THE STUDY The eleven internal marketing mix elements are still a new concept to many South Africans. No previous studies could be found that have been conducted on the influence of the eleven internal marketing mix elements on brand image of car rental companies in South Africa. This study aims to contribute to the body of knowledge in three ways. Firstly, it describes the complexity of the car rental industry in South Africa. This is followed by a description of the current understanding and debate amongst researchers of the relevance of the eleven marketing mix elements, specifically their influence on brand image of an organisation. Thirdly, the study aims to provide guidelines to car rental companies in South Africa on how to improve internal marketing programmes which will enable them to improve their brand image. Brand image is important to any organisation, as a good and well recognised brand will lead to higher profitability of the organisation. 11. CLARIFICATION OF TERMS AND DEFINITIONS In the previous sections, certain terms and definitions were used. However, for the sake of uniformity, these terms and definitions have to be clarified (Mouton, 2001:36). The services marketing literature contain many definitions of services, but there are some common features in all of these definitions. The first commonality is that services deal with something that is intangible. Services refer to efforts, deeds or processes consisting of activities or a series of activities performed by the service provider, quite often in close cooperation and interaction with the customer, aimed at creating customer satisfaction (Kasper et al, 2006:57). Papasolomou and Vrontis (2006:37) postulate that service can be 28 Research proposal described as essentially intangible, not resulting in the ownership of anything and is a form of product that consists of activities, benefits, or satisfactions offered for sale. Internal marketing is defined as â€Å"a planned effort using a marketing-like approach directed at motivating employees, for implementing and integrating organisational strategies towards customer orientation† (Ahmed and Rafiq, 2002:11). Branding is a name, term, sign, symbol, or design, or a combination of these that identifies the seller of a product or service and seeks to differentiate them from those of competitors (Kotler and Keller, 2006:274; Papasolomou and Vrontis, 2006:37). Brand identity is defined as â€Å"a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organisation members† (Aaker, 1996:68). Brand image as identified by Keller (2003:70) is perceptions about a brand as reflected by the brand associations held in a customer? s memory. Keller (1998:71) defined brand associations as â€Å"informational nodes linked to the brand node in memory that contains the meaning of the brand for consumers†. Brand awareness refers to the strength of a brand? s presence in the customer? s mind (Aaker, 1996:10). 12. DIVISION OF THE STUDY The current chapter provides an introduction to the study, including the problem statement, objectives and research methodology. The rest of this study is divided into the following chapters: 29 Research proposal Chapter 2 describes the complexities and current state of the car rental industry in South Africa. An overview of the three companies, Avis, Budget and Europcar, which are participating in this study, is provided. Chapter 3 focuses on internal marketing. The history of the elements of the internal marketing mix is discussed, as well as the development of the traditional four Ps up to the eleven currently in existence is described. The culture of organisations and the influence of internal marketing are furthermore explained. Chapter 3 discusses brand identity, brand image and the dimensions thereof. The importance of building a successful brand is also described. Chapter 4 outlines the research methodology with detailed reference to the research design, population, sample, measuring instrument, and the proposed statistical analysis. Chapter 5 records the analysis of the empirical research. Chapter 6 summarises the study. Recommendations concerning the outcome of the study are discussed and suggestions for further research are presented. 3. TIME FRAME AND BUDGETARY CONSIDERATIONS The researcher? s aim for completion of the study is October 2010. However, due to the change of direction taken in the research, the aim might have to be postponed to April 2011. The possibility of obtaining a bursary for the empirical part of the study was explored, but since the researcher is a part-time student, she does not qualif y for most bursaries. If no bursary can be obtained, the researcher will complete most of the empirical work herself and where required, make use of her own available funds. 30 References 14. LIST OF REFERENCES Aaker, D. A. (1991). Managing Brand Equity: Capatilising on the Value of a Brand Name. New York: The Free Press. Aaker, D. A. (1992). The Management of Brand Equity. New York: The Free Press. Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press. Aaker, D. A. , Kumar, V. Day, G. S. (2001). Marketing Research. 7th edition. New York: John Wiley Sons. Ahmed, P. K. , Rafiq, M. (2002). Internal Marketing: Tools and Concepts for Customerfocused Management. Oxford: Butterworth Heinemann. Aurand, T. W. , Gorchels, L. Bishop, T. R. (2005). Human resource management? role in internal branding: an opportunity for cross-functional brand message synergy. Journal of Product and Brand Management, 14(3):165. Available from Emerald http://www. emeraldlibrary. com/Insight/viewContentItem. do. (Accessed 29 July 2009). Avis (2009). Interview with Chief Executive Officer, Wayne Duvenhage, held on 17 September 2009. Balmer, J. M. T. (1998). Corporate branding and connoisseurhship. Jour nal of General Management, 21(1): 24-46. Available from Emerald http://www. emerald- library. com/Insight/viewContentItem. do. (Accessed 26 September 2009). Beckwith, H. (2001). The Invisible Touch – the Four Keys of Modern Marketing. New York: Texure Publishing. Bessom, R. M. Jackson, D. W. (1975). Service Retailing: A Strategic Marketing Approach. Journal of Retailing, Summer:84. 31 References Blois, K. J. (1974). The Marketing of Services: an Approach. European Journal of Marketing, 8(2):137-145. Booms, B. H. Bitner, M. J. (1981). Marketing Strategies and Organisation Structures for Service Firms. Marketing of Services. Donnelly, J. H. George, W. R. Chicago: American Marketing Association:47-51. Borden, N. H. (1964). The concept of the Marketing Mix. Journal of Advertising Research, June:2-7. Boyce, J. (2002). Market research in practice. Australia: McGraw-Hill. Branton, N. (1969). The Marketing of Services. Marketing World, 1(2). Churchill, Jr. , G. A. Iacobucci, D. (2002). Marketing Research: Methodological Foundations. 8th edition. Fort Worth: Harcourt College Publishers. Churchill, Jr. , G. A. Brown, T. J. (2007). Basic Marketing Research. 6th edition. Ohio: South-Western. Coldwell, D. Herbst, F. (2004). Business research. South Africa: Juta. Constantinides, E. (2006). The Marketing Mix Revisited: Towards the 21st Century Marketing. Journal of Marketing Management, 22:407-438. Available from Emerald http://www. emerald-library. om/Insight/viewContentItem. do. (Accessed 29 July 2009). Cooper, D. R. Schindler, P. S. (2001). Business Research Methods. 7th edition. Boston: McGraw-Hill Irwin. De Chernatony, L. McDonald, M. (2003). Creating Powerful Brands in Consumer, Service and Industrial Markets. 3rd edition. Oxford: Butterworth Heinemann. Del Rio, A. B. , Vazquez, R. Iglesias, V. (2001). The influences of bra nd associations on consumer response. Journal of Consumer Marketing, 18(5):410-425. Available from Emerald http://www. emerald-library. com/Insight/viewContentItem. do. (Accessed 29 July 2009). 32 References Donaldson, B. O? Toole, T. (2002). Strategic Market Relationships: From Strategy to Implementation. West Sussex, England: John Wiley. English, J. (2000). The four Ps of marketing are dead. Marketing Health Services, 20(2):2023. Fryar, C. R. (1991): What? s Different About Services Marketing? The Journal of Marketing Services, 5(4):53-58. Gounaris, S. (2008). Antecedents of internal marketing practice: some preliminary empirical evidence. Industrial Journal of Service Industry Management, 19(3):400-434. Available from Emerald http://www. emerald-library. com/Insight/viewContentItem. do. (Accessed 29 July 2009). Gronroos, C. (1994). From marketing mix to relationship marketing. Management Decisions, 32(2):1-21. Available from Emerald: http://www. emerald- library. com/Insight/viewContentItem. do. (Accessed 22 August 2006). Gronroos, C. (2000). Service Management and Marketing: A Customer Relationship Management Approach. Chichester: John Wiley Sons. Grove, S. J. , Fisk, R. P. John, J. (2000). Service as Theater, Guidelines and Implications. Handbook Services Marketing and Management. Sage Publications. Hair, J. F, Bush, R. P. Ortinau, D. J. (2006). Marketing Research: Within a Changing Environment. 3rd edition. New York: McGraw-Hill. Hair, J. F, Bush, R. P. Ortinau, D. J. (2009). Marketing Research: In a Digital Information Environment. 4th edition. New York: McGraw- How to cite Marketing and Car Rental Companies, Papers

Nursing Theorists and Their Work Samples †MyAssignmenthelp.com

Question: Discuss about the Nursing Theorists and Their Work. Answer: Nursing has been recognized as a noble profession pertinent to the healthcare industry in which the trained and qualified professionals engage in performing autonomous and collaborative care for individuals belonging to diverse age groups and backgrounds, their families, groups and communities to foster health and wellbeing. Promotion of health, prevention of disease and providing suitable care for coping up with illness for the sick, disabled or dying persons is the chief motto of the nurses who make proactive efforts to harbor optimal outcomes considering the patient situation and in conformity with the established codes of practices (Kearney-Nunnery, 2015). Both intrinsic as well as extrinsic motivational factor favors the decision of a person to pursue a career in nursing who serve vital roles as advocators and health educators for the distressed individuals (Yi Keogh, 2016). Following assignment will aim to address the link between concepts of nursing with relevant foundational documents and theory. Nursing has been conceptualized as a building block of the healthcare sector whereby within the broad spectrum of the industry they undertake definite actions for promoting health, for the prevention of illness and provision of care to the ones who are ill physically, mentally or disabled. It extends to people belonging to diverse age groups within healthcare and other community frameworks. According to the definition provided by International Council for Nurses, the vocation of nursing constitutes collaborative and autonomous care of individuals of all age groups, communities and families, ill or healthy. Among the essential virtue of nursing, health promotion, abatement of illness and provision of care for disabled, ill and dying people have been identified as vital. Other key nursing roles include promoting a safe environment, advocacy, conducting extensive research, participating for improvising the health policy in addition to management of patient and health systems along with spreading education (Icn.ch, 2017). In order to become a nurse, a person must register and complete a basic program related to generalize nursing education course. It has to be approved and affiliated by appropriate regulating authority to be eligible for practicing in their respective domicile. It is mandatory for a nursing aspirant to successfully complete the basics of nursing education, which is considered as a formal recognized curriculum for forming the firm foundation in behavioral life and nursing sciences applicable to both general and advanced nursing practice. Nursing practice relies on a dynamic approach whereby persistent and enthusiastic efforts are showcased by the nurses in attaining their goals of rendering optimal care services to the patient through continuous learning modalities (Ironside, McNelis Ebright, 2014). Therefore, as per my opinion nursing professionals act as the frontline workforce within the healthcare sector who harness their knowledge and informat ion acquisition skills through experiences gained from various situations and circumstances to promote healthy lifestyle, appropriate workplace and healthy communities. Further, I believe that relentless efforts are put forward by them to incorporate suitable strategies of sustainable development that are capable of ameliorating adverse outcomes such as that of poverty, pollution in conjunction with additional underlying reasons of illness. However, in the pursuit of professional practice, I assume it is mandatory for the nursing personnel to work in conformity and adhering with the established, accepted levels of competencies as well as other ethical and legal guidelines as formulated by the concerned authorities. In the nursing profession, various nursing theories have been put forward by concerned theorists that aim to elucidate and explain a phenomenon concerning the healthcare domain. Empirical evidences support the applicability of these theories in reality for the sake of generating outcomes that are fruitful in the context of the affected patients. Unlike any other theories, the assumptions of the nursing theory are rarely contested and are widely utilized in several diverse settings. The four chief components of the nursing metaparadigm comprise of person, health, environment and nursing as a distinct profession out of which the patient acts as the pivot being the common component in all settings. Till date, a number of nursing theories have been put forward by the nursing theorists that act as important guides to both nursing research and practice through clarification made with valid definitions and descriptions (Fitzpatrick McCarthy, 2014). I personally try and follow the values an d principles governing the nursing vocation to elicit the optimum results that are necessary to achieve fruitful results specific to the patient condition. A number of theories are available that has the capacity to explain certain situations satisfactorily by referring to definite theories as promulgated by distinguished theorists (Alligood, 2014). Among the popular Nursing theories, I find Orlandos Deliberative Nursing Process Theory to be effective and particularly promising. The propositions as laid down in the theory emphasizes on the interaction as occurs between the nurse and the patient, perception validation in addition to utilization of the nursing process for the purpose of harboring positive outcomes thereby presenting suitable condition for improvement of patient situation. The five interrelated concepts that are discussed in the theory include professional nursing function; patients presenting behavior, immediate reaction, deliberative nursing process and improvement. Clarity, conciseness and usability with respect to the theory render it useful for application in both professional as well as administrative practice concerning nursing. Mutual and dynamic associations between nurses and patients are the key strengths of the theory that further contribute to the in-depth and rigorous investigation and insight of the patient in identifying the patients distress and specific needs through the process of critical reflection (May, 2013). I find an analogy of this theory and utility in contemporary nursing as critical refection and thinking is held high and stressed upon as a prerequisite in nursing to undertake vital processes related to assessment, diagnosis, planning, implementation and evaluation. A crucial aspect of nursing unlike any other profession is to abide by the existing legislations and guidelines for the sake of offering resolutions in the best interests of the patient without posing major threat to their life. In every sphere of healthcare sector, ethical decision making processes need to be followed to account for positive outcomes by focusing on the specified duties and contexts that are enough to elicit good response for a patient. Acknowledgements are made with respect to the relationships among the patients, their families and loved ones who are considered significant in taking part in the decision making process. Autonomy of the patients without causing any harm is particularly challenging for the nursing professionals that are to be diligently kept in mind in course of the practice depending on the individual situations of the patients. Moreover, confidentiality and protection of data are to be ensured so that there is no breach of conduct from the nurses en d and ethical and legal dictums are followed accordingly (Grace, 2017). In this context, I would like to point out the code of ethics as laid down by the New Zealand Nurse Organisation as a guide to investigate the intricacies of individual situation that might emerge in course of nursing practice. The framework for the code encompass certain underlying values that include autonomy, beneficence, non-maleficence, justice, confidentiality, veracity, fidelity, guardianship of the environment and its resources alongside being professional. Out of these virtues, I feel Being Professional is the most sought principle that a nurse must possess to achieve professional competency. It emphasizes on the fact that nursing follows defined purpose as a profession and shares an intimate association with the society for offering healthcare needs to the distressed individuals through showcasing of commitment, accountability and responsible actions (Nzno.org.nz, 2017). Registered Nurses pertinent to an organizational framework are likely to follow and abide by the standards of practice to achieve the desirable level of competency as applicable in the nation in which the nurse is practicing. In keeping with these trends and to allow the nurses for working in conformity with the established frameworks and defined standards, the Nursing Council of New Zealand has put forward well defined domains and competencies to be effectively utilized by the concerned nursing personnel. Within the scope of practice for the Registered Nurse, four domains of competence have been suggested. Meeting of competencies in the pre-defined domains is indicative of adopting safety to practice. The respective domains designated as domain 1, 2, 3 and 4 encompasses responsibility in the professional contexts, nursing care management, building of interpersonal relationships in conjunction with quality improvement and inter-professional healthcare. Among these domains, domain 2 c omprises of competencies pertaining to assessment and managing service recipient care that in turn is responsive to the need of the clients. It has been further supported by evidence-based care and nursing knowledge. Domain 2 is further classified into nine competencies that are further corroborated with the presence of individual indicator that confirms the achievement of the designated competencies. The competencies constitute provision of planned care to achieve required outcomes, undertaking an accurate and comprehensive nursing assessment of health service recipient across diverse settings; ensuring accurate documentation and maintenance of confidentiality of information alongside ensuring that health care users receive transparent and detailed information about the effects, outcomes and proposed treatment option alternatives. Further competency includes acting in an appropriate manner to protect each other when encountered with unprecedented responses from patients, threat at the personal level, crisis scenarios or other forms of confrontation. Evaluation of the patients progress towards desired outcomes in coalition with the health consumers, provision of suitable health education within the framework of nursing, reflecting, evaluating with experienced nurses and peers about the affectivity of nursing care in addition to maintenance of professional development are other competencies that define this domain (Nursingcouncil.org.nz, 2017). Demonstration of the competencies specific to this domain related to management of nursing care is thus considered vital for the practicing nurses to accomplish the duty of rendering safe, appropriate and quality healthcare facility to the health consumers. Nursing in New Zealand has been profoundly dictated by certain historical events among which the Treaty of Waitangi is of importance and relevance. The treaty comprise of an agreement which was signed by British Crown representatives and indigenous population of M?ori in the year 1840 that allowed M?ori inhabitants and British settlers to live together in New Zealand under a set of common laws. Principles that underlines and constitute this treaty has been put under microscopic investigation to provide an insight on the applicability and relevance of the treaty for a sustainable future and other optimistic developments. Therefore, under the treaty of Waitangi, a principle pertaining to partnership, participation and protection that is indicative of the association between the Government and M?ori people takes the upper hand (Ludbrook, 2014). Among the available principles, the principle of protection is of particular relevance as it reaffirms the reception of equity and equality in t erms of healthcare provision for the M?ori community as much as the non- M?ori people are entitled to get from the Governmental initiatives and programs. Safeguarding of the cultural concepts, practices and values of the M?ori people are also ensured through this principle thereby accounting for the promotion of cultural and safe practice in healthcare (Ministry of Health NZ, 2017). This holds true for nursing profession and has far reaching implications in serving quality healthcare services to the people of the specific community. Carefully appraising the scopes of nursing practice, I am in a position to comprehend my thoughts about the profession. I believe it is a dynamic field of practice offering plethora of opportunities for continuous learning and subsequent professional development. Critical thinking apart from other competencies and desirable skills is a critical component that makes the nurses alert and aware of the patent condition and to take measures accordingly abiding by the necessary ethical and legal guidelines. Consideration of the multiple aspects in nursing is also crucial to achieve the optimal outcomes relevant to the patient that in turn facilitates their recovery and accentuates the quality of life to a remarkable extent. Further, I feel informed about the significance of working in coherence with the accepted protocols for professional practice within a given organizational framework so that safety and quality of services meant for patients are not compromised. References Alligood, M. R. (2014).Nursing theorists and their work. Elsevier Health Sciences. Fitzpatrick, J. J., McCarthy, G. (Eds.). (2014).Theories Guiding Nursing Research and Practice: Making Nursing Knowledge Development Explicit. Springer Publishing Company. Grace, P. J. (2017).Nursing ethics and professional responsibility in advanced practice. Jones Bartlett Learning. Icn.ch. (2017).Definition of Nursing.Icn.ch. Retrieved 17 August 2017, from https://www.icn.ch/who-we-are/icn-definition-of-nursing/ Ironside, P. M., McNelis, A. M., Ebright, P. (2014). Clinical education in nursing: Rethinking learning in practice settings.Nursing Outlook,62(3), 185-191. Kearney-Nunnery, R. (2015).Advancing Your Career Concepts in Professional Nursing. FA Davis. Ludbrook, J. (2014). The Principles of the Treaty of Waitangi: Their Nature, Their Limits and Their Future.Browser Download This Paper. May, B. A. (2013). Orlandos Nursing Process Theory in Nursing Practice.Nursing Theory-E-Book: Utilization Application, 285. Ministry of Health NZ. (2017).Treaty of Waitangi principles.Ministry of Health NZ. Retrieved 17 August 2017, from https://www.health.govt.nz/our-work/populations/maori-health/he-korowai-oranga/strengthening-he-korowai-oranga/treaty-waitangi-principles Nursingcouncil.org.nz. (2017).Registered nurse / Scopes of practice / Nurses / Home - Nursing Council of New Zealand.Nursingcouncil.org.nz. Retrieved 17 August 2017, from https://www.nursingcouncil.org.nz/Nurses/Scopes-of-practice/Registered-nurse Nzno.org.nz. (2017).Code of Ethics.Nzno.org.nz. Retrieved 17 August 2017, from https://www.nzno.org.nz/Portals/0/publications/Guideline%20-%20Code%20of%20Ethics%20(2010%202013).pdf Yi, M., Keogh, B. (2016). What motivates men to choose nursing as a profession? A systematic review of qualitative studies.Contemporary nurse,52(1), 95-105.

Personality Traits

Introduction Different individuals are characterized by different physiological and psychological characteristics or values. Collectively, these factors contribute significantly to the nature of the behavior of these individuals. The term personality trait refers to these intrinsic differences in individuals that remain outstanding and stable throughout the life of the individuals.Advertising We will write a custom essay sample on Personality Traits specifically for you for only $16.05 $11/page Learn More In many individuals these intrinsic differences remain a personal and constant aspect that explains why the individual behave or react towards situations the way the do. Personality theories explain that individuals have distinctive and characteristic behavior which remains distinctive throughout a variety of situations. Humans are in one way or another compelled to articulating a certain behavioral pattern and to identify or note differences in the way other people behave. (EmotionalCompetency, 2009). Research/Theories Personality trait theories try to explain the differences in behavior patterns that are displayed by different personalities in similar situations. They as well try to explain why individuals behave differently in such situations. An individual can be said to be cheerful, talkative, cold, compulsive, and intelligent. It can be noted that these personality traits remains more or less consistent over a long period of time or probably they last over a life time. What brings continuity in a person’s behavior characteristic is described as his or her personality. Lexical hypothesis has found it extended application in describing personality traits. According to the hypothesis, people become used to characteristic differences more and more until they finally get engrossed into their languages of communication. The hypothesis argue that the more important a difference is, the more people will notice it and the more they will talk about it and consequently they will invent a word for it. (EmotionalCompetency, 2009).Advertising Looking for essay on psychology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Researchers extracted from a list of 18000 words and came up with the Big Five Personality Factors. There factors happens to be very similar to the Five Factor Model of Personality. These Five Personality Factors includes: Extraversion. Examples include talkative, extroverted, aggressive, bold, assertive, unrestrained, shy, quiet, untalkative and confident. Agreeableness. Examples include sympathetic, kind, warm, considerate, cold, unsympathetic, unkind, helpful, affectionate and truthful. Conscientiousness. Examples include organized, orderly, neat, disorganized, disorderly, careless and sloppy. Emotional stability. Examples include relaxed, unenvious, unexcitable, patient, moody, temperamental, touchy, envious irritable and self-pity. Intellect. Ex amples include creative, intellectual, imaginative, philosophical, unimaginative, uncreative, unsophisticated and imperceptive. (EmotionalCompetency, 2009). As earlier stated, personality traits last for long period of time and in many cases they extend throughout the life of the individual. Sources have shown that it is these personal attributes that form integration web among our communities. In the process of understanding oneself, it becomes substantially important for one to understand, accept and apply his or her personality traits. (EmotionalCompetency, 2009). Social unacceptability is connected to social inclusion or exclusion from certain social groupings. The issue of exclusion or inclusion is a major decision the humans as social animals have to take care of. An individual is either included or excluded from certain social entities. A different approach on defining personality trait aimed at identifying descriptive nouns. From this research, there was development of the Eight Factor Model of Personality traits. According to this model, the eight factors that are a part and parcel of people personality tarts are; social unacceptability, intellect, egocentrism, ruggedness, delinquency, attractiveness, liveliness and disorientation. According to this development, characteristic traits such as lawbreaker, alcoholic, rebel, comedian, speculator, daydreamer, tough, dummy, moron, poet, aggressor and many others were developed. (EmotionalCompetency, 2009). The above eight factors can be seen to correlate with people primal concerns as follows: Intellect refers to the level of enlightenment in matters that affect the community at large. The levels of intelligency place humans at different social orientations. Sometimes the level of intelligence is seen as the levels of evolutionary advancement and therefore distinguishes humans that belong to a certain generational grouping. Egocentrism on the other hand relates to lack of empathy and concern for others. I t sometimes can be presented as a false self-image or someone being overzealous. The fourth factor, ruggedness relates to aggression, dominance and hunger to attain power. Delinquency is more or less similar to cheating. The importance and effectiveness of cheater detectors within the society cannot be overemphasized as explained in the theory of reciprocal altruism. Sex and procreating are bonded together in this sixth factor of personality trait. Factor seven is related to attracting attention. This factor is termed as important in attracting attention especially from mates of the opposite sex. Disorientation relates to reliability and competence of a person. (EmotionalCompetency, 2009). According to the developed theories, personality trait understanding are very critical if understanding different behavior patterns that are displayed by different persons is anything to go by.(EmotionalCompetency, 2009). Conclusion It is therefore important to understand ones personal trait so t hat if there is anything negative about how e behave, one can consider the possibility of averting from it. This is necessary because some of these traits are detrimental in the way we live and relate with those who live with us. (EmotionalCompetency, 2009).Advertising We will write a custom essay sample on Personality Traits specifically for you for only $16.05 $11/page Learn More References EmotionalCompetency. (2009). Personality Traits. Retrieved from http://www.emotionalcompetency.com/personality%20traits.htm This essay on Personality Traits was written and submitted by user Allie Frost to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.