DIFFERENTIATION

DIFFERENTIATION

CONCEPT OF DIFFERENTIATION :

Every individual customer is unique in itself so is his/her preferences regarding tastes, preferences, attitudes, etc. These needs of the customers are fulfilled by the firms by producing differentiated products. In our day-to-day life we see many such examples of differentiated products. Most of the fast moving consumer goods like; biscuits, soaps, toothpastes, oils, etc. come under the category of differentiated products. To satisfy the diverse needs of the customers, it becomes essential for the firms to adopt a differentiation strategy. To make this strategy successful, it is necessary for the firms to do extensive research to study the different needs of the customers. A firm is able to differentiate from its competitors if it is able to position itself uniquely at something that is valuable to buyers. Differentiation can lead to Differential advantage in which the firm gets the premium in the market, which is more than the cost of providing differentiation. The extent to which the differentiation occurs depends on the overall strategy of the firm. Previously differentiation was viewed narrowly by the firms, but in the present scenario it has become one of the essential components of the firm’s strategy. Reliance Infocomm, offers varied products like; different facilities to its customers in the CDMA telephones. This is differentiation. 
 

When we talk of differentiation, it can be said that virtually any product can be differentiated (Sadler, 2004). The greatest potential of differentiation lies in products, which are of complex nature but do not have to adhere to strict regulatory standards, but the success of a differentiation strategy depends on the firm’s commitment towards customers and the understanding of customer needs as differentiation is all about perceiving on the part of the customer of something unique. Differentiation can be said to have more competitive advantage than the cost advantage as it is quite difficult to imitate the differentiated products. Even if the initiation is done in terms of concept, then also a particular product remains unique regarding its value, style, packaging, etc. Therefore, when we talk about differentiation, it is important to understand the demand of the customers and fulfilling this demand keeping in mind the differentiation advantage. In this case, one thing the firms should concentrate on its creativity and innovativeness than on market research. We have discussed about the concept of differentiation as a whole but we need to know the why aspect of differentiation, i.e., why do the firms need differentiation? 
 

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Persuasion and Persuasion Process

Write brief on Persuasion – meaning, Theory, Importance and process ? 

Persuasion : 

Persuasion is the process of changing or reinforcing attitudes, beliefs or behaviour of a person. People respond to persuasive messages in two ways: thoughtfully and mindlessly. When we are in thoughtful mode, the persuasiveness of the message is determined by merits of the message. When we, respond to messages mindlessly, our brains are locked on automatic. We do not have the time, motivation or ability to listen intently. Typically, persuasion is largely dependent upon the attractiveness of the speakers and reaction of the listeners. Persuasion is solely related with communication, learning, awareness and thought.

Meaning of Persuasion :  

The notions of communication, learning, awareness and thought pervade definitions of persuasion. Bettinghaus defines persuasion as "a conscious attempt by one individual to change the attitudes, beliefs or the behaviour of another individual or group of individuals through the transmission of some message". This definition indicates that persuasion is assumed to involve conscious intent on the part of the persuader to affect the receiver of a persuasive message. It involves a selection of a strategy perceived to be most effective and the control of message and environmental variable so as to maximise the likelihood that the strategy will be effective. Much persuasive discourse is indirectly coercive, that is, the persuasive effectiveness of messages often heavily depends on the credibility of threats and the promises preferred by the communicator. For example, if the child perceives that the threatening parent is, for some reason or another, unlikely to suspend the child's allowance, the parent's persuasive messages will have minimum impact on the child's study habits. Persuasion is also valued as an instrument of democracy. The concept of persuasion has a clear and important focus in the field of marketing; McGuire states it simply as "changing people's attitudes and behaviour through the spoken and written words". 

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Counseling Processes and Outcomes

Counselling Process goals and stages of counselling processes  ? What are the outcomes of counselling ?  

Refer :

What is Counselling ? Salientfeatures of counselling ? What are the Qualities of an effective counseler /helper ?

PROCESS GOALS IN COUNSELING

The definition said that counseling is an interactive process characterized by a unique relationship between counselor and client. To understand counseling as a process, one must distinguish between outcome goals and process goals. Outcome goals (described in this article below) are the intended results of counseling. Generally, they are described in terms of what the client desires to achieve as a result of his or her interaction with the counselor. In contrast, process goals are those events the counselors take as helpful and instrumental in bringing about outcome goals. Outcome goals are described in terms of change in the client that will manifest after the counseling and outside the counselor's office. Process goals are plans for events that take place during the counseling sections and in the counselor's office. They are events that the counselor considers helpful and instrumental in achieving outcome goals.

Process goals can also be described in terms of the counselor's actions and at other times in terms of effect to be experienced by the client. For example, a counselor may think, "If I am to help this client, I must actively listen to what he is saying and understand the significance of his concerns for his present and future well-being. I must understand how the attitudes he is describing influences the way he behaves towards significant others. I must understand the surrounding circumstances (including cultural background) that relate to his concerns, and I must understand the reinforcing events that support his behaviour". All of these statements are process goals that relate to the counselor's behaviour.

Another kind of process goal refers to the way the consumer can act as a model for new ways of behaving. By modeling appropriate responses to frustration, disappointment, or negative feelings, the counselors indirectly teaches the client alternatives to accustomed ways of responding. For example, a counselor who deals assertively to a chronically late client is demonstrating to the client an alternative way to cope with feelings of frustration.  

STAGES OF THE COUNSELING PROCESS :

A process is an identifiable sequence of events taking place over time. Usually there is the implication of progressive stages in the process. The stages if the counseling are discussed below: 

Stage I: Initial Disclosure

At the beginning of counseling, the counselors and clients typically do not know one another well. Neither participant can know in advance the direction their discussion will ultimately take, and the client is probably a bit anxious about disclosing concerns because s/he is not sure how the counselor will receive the disclosures. Without disclosure, counseling is an empty process.

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