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explain the role of promotion as a marketing function
Promotion is the business of communicating with customers. It's one of the four elements of the marketing mix as well as one of the seven core marketing functions. Its role in the marketing function begins with influencing, informing, or persuading a potential buyer's decision. Branding,building customer loyalty, positioning products, and maximizing profits are all key roles of promotion
explain the types of promotion
There are two classes of promotion: personal and non personal. Four promotional strategies fall into these categories and make up the promotional mix: advertising, public relations, personal selling, and sales promotions. Personal selling is part of the personal category because direct contact between a sales person and customer is necessary. This allows for two way communication. Types of non personal communication include advertising, sales promotion, and public relations. These involve non personal communication to the target market
identify the elements of the promotional mix
Advertising, Public relations, sales promotion, personal selling and direct marketing
describe the use of business ethics in promotion
Marketing ethics is the area of applied ethics that deals with the moral principles behind the operation and regulation of marketing. Ethic pitfalls in advertising and promotional content include Truth and Honesty Issues, Violence and Profanity Issues, Taste and Controversy Issues, and Negative Attack Issues
describe the use of technology in the promotion function
Technological advancements have opened up promotional channels through the internet. Technology has brought media to a global scale. Technology has also generated an interactive culture of promotion through social media. Technology has also aided in the management of customer data and customer relationship management systems. This use of technology has created a powerful form of personalized communication with identified target audiences
describe the regulation of promotion
Advertising is regulated in three ways: self regulation, federal regulation, and state regulation. In self regulation, if an advertisement is controversial, the advertising industry will try to resolve the problem. Federal regulation is controlled by the FTC that it is illegal to male unfair or deceptive practices. States may also implement regulations of their own
explain promotional methods used by the hospitality and tourism industry
Promotional methods used in the travel and tourism industry, include: Personal Selling: Any staff that come in contact with guests/clients are involved in personal selling. Advertising: Any promotion that is paid for, is considered advertising. This includes all paid promotion that is seen in three categories: print, broadcast, and specialty. Public Relations: Public relations enhances a business's image or reputation. This form of promotion includes publicity which is unpaid promotion. Sales Promotion: Any activity that engages guests/clients. These include contests, games, coupons or sweepstakes.
explain types of advertising media
The types of media are broadcast media, print media, specialty media, and online media. The reason that media outlets have grown is because of advancements in technology
describe word-of-mouth channels used to communicate with targeted audiences
Word of mouth marketing is based on the exchange of info from one person to another. Word of mouth channels include face to face, video conferences, telephone conversations, emails, text messages, and social media sites
explain the nature of direct marketing channels
Direct marketing reaches audiences without using formal channels. Businesses communicate directly with the consumer using things like direct mail, email marketing, telemarketing, and relresentatives
identify communications channels used in sales promotion
Sales promotions targeted at consumers are called consumer sales promotions. Sales promotions targeted at retailers and wholesalers are called trade sales promotions. Some sales promotions may generate poor perception and are considered gimmicks. Popular channels of consumer sales promotions include price deals, loyal reward programs, cents off deals, price pack deals, coupons, and loss leaders. Channels of sales promotions directed at channel members include trade allowances, dealer loader, trade contests, and point of purchase displays.
explain communications channels used in public relations activities
Public relations can use a variety of tools to develop media coverage. A main tool is a press release that is sent to appropriate media for the company and/or product. Other channels of communication include press kits and press conferences.
explain the nature of word-of-mouth (WOM) strategies
WOM - is a powerful asset in our line of work. It not only piques people's interest, but as the name implies, it gets people talking 90% of customers say buying decisions are influenced by others reviews WOM generates 2x the sales versus paid ads with a 37% higher customer retention rate
get authentic customer testimonials
use a website rating and review tool
implement a referral campaign
build relationships with influencers in your niche
encourage user generated content UGC is content created by your customers this significantly reduces the demand to create content on your now has much more impact
discuss the role of customer voice in word-of-mouth strategies
having customer voice they can spread that information about a company to anywhere including social media and apps of social media and then that gets spread and it just spreads
explain the nature of buzz-marketing
it is a term used in viral marketing is the interaction of consumers and users of a product or service which amplifies or alters the original marketing message. This emotion, energy, excitement, or anticipation about a product or service can be positive or negative
describe the referral programs that can be used to build brand/promote products
referral marketing - is spreading the word about a product or service through a business' existing customers, rather than a traditional advertising
explain the use of product placement
it is a practice in which manufacturers of goods or providers of a service gain exposure for their products by paying for them to be featured in movies and television programs
an advertising technique used by companies to bully promote their products through a non-traditional advertising technique example:
coca cola could pay a given fee to have the title character drinking a coke, instead of a pepsi beverage or a car company can pay for someone to drive their own car which is the product they sell
discuss types of direct marketing tactics
occurs when businesses address customers through a multitude of channels, including e-mail, phone, and in person. Direct marketing messages involve a specific call to action, such as call this toll free number or click this link to subscribe
types
physical mail
email -telemarketing (phone)
short message service (texting)
broadcast faxing
coupons
direct response TV
insert media
face to face selling
door to door
explain the nature of online advertising
also called online marketing or internet advertising or web advertising is a form of marketing and advertising which uses the internet to deliver promotional marketing messages to consumers
explain the nature of e-mail marketing tactics
you are sending out information to a specific group of customers and those customers tend to be more loyal to the company/business
explain the role of business websites in digital marketing
digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as google search, social media, email, and their websites to connect with their current and prospective customers
explain the use of social media for digital marketing
you can use social media for marketing in order to promote a business or a product, types of apps that you can use are Facebook, twitter, snapchat, instagram and many others that involve digital marketing
describe the use of blogging for marketing communications
a blog is a frequently updated online personal journal or diary. It is a place to express yourself to the world. A place to share your thoughts and your passions. so for a business they can use blogs to promote businesses or even their own products and just potentially talking about the benefits and advantages of the products
explain the use of video/images for digital marketing
using video/images can help in explaining how a specific product works or for the hospitality and tourism industry companies can show how the destinations of the location look like
describe mobile marketing tactics
you can send text messages, give phone calls, or even send coupons to specific types of customers
explain mobile marketing applications
there are apps that certain companies have to get customers to be loyal to them
explain the components of advertisements
advertisements are very specific because they go towards certain target markets and they have to be in color harmony
explain the importance of coordinating elements in advertisements
-is the features of the product or service, the features are what the product offers that the customer can benefit from. for example, if you were selling carpet, a feature would be that the carpet fiber is nylon. this is a specific feature that this piece of carpet offers that other carpets do not. benefits are another essential component to include when creating an advertisement. while benefits are closely related to features, they are not the same
explain the nature of online advertisements
it is a form of marketing and advertising which uses the internet to deliver promotional marketing messages to consumers
explain the nature of e-mail marketing strategies
when sending out e-mails you are sending them out to a specific target market and you have to make sure when you send it, it is not long enough that will bored the customer but make it catchable as something they would read and easy to understand
describe mobile advertising strategies
boost social posts
a boosted post on Facebook or twitter shows up in the news feed like a post from a contact, attracting more attention than traditional advertising and bypassing ad blocks
create great content
today's average viewer has been inundated with ads for much of their life, to the point where they scroll past ads and don't even notice them.
change behavior and user experience
entrepreneurs should consider user behavior and the context in which users experience their brand message. Mobile ads are typically relegated to the top or bottom in minuscule spaces. These are practically useless, and more of an annoyance than anything else. Consider more valuable advertising tools that provide more utility for users and are in places they frequent with their mobile device.
focus on relationship building via social media
rather than sitting back and waiting for ads or posts to garner clicks, reach out and build relationships with potential customers on social media.
use video streaming
with the rise of snapchat and instagram video, these 15 second clips can be manipulated, edited and produced in many creative ways to gain brand awareness and authority.
discuss hospitality and tourism's use of search-engine optimization strategies
search engine optimization - the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine so for a hospitality and tourism industry, they would want customers to search their website first and by doing that the customers destination or particular desired has to match with the search of the hospitality and tourism industry and it doesn't have to be similar it can be something close to it
describe the use of color in advertisements
color helps in creating harmony in advertisements, and you have to remember to keep it in a certain pattern that way the advertisement doesn't look funky or wacky, you also have to remember about there are people that are color blind that is a factor that is very important in advertisements
describe the elements of design
elements of design describe here are point, line, shape, form, space, color, and texture
discuss the use of illustrations in advertisements
illustration is still being used to visualize advertising campaigns, adding artistic distinction, style, and individualism to concepts and content communicated by advertisers
discuss the nature of typography
is the effective use of type, typography involves more than the type or lettering. It involves the style and size of type as well as the space between letters or words. Typography has a significant effect on the look of an ad and helps to convey a message and express a certain feeling.
explain types of styles used in advertisements
repetition is a simple yet effective technique used to build identity awareness and customer memory. adversing that promotes specific features or makes claims about a product or service can do for the potential customers
describe effective advertising layouts
have a message in mind
having a clear message in mind is imperative when making print advertising design that are effective. Consider the message you want to share and how you plan to convey it once you ready to move forward.
use an updated logo
use an updated and visually appealing logo that is modern, relevant and suitable for any audience or demographic you are trying to reach. 3.select the right color scheme
selecting the right color scheme for your advertising also matters when building a brand and its presence or local and online awareness.
consider the size of your print advertising designs
consider the size of your print advertising designs when you are working to complete any graphics or prints
typography matters
choosing the right font when it comes to typography also matters, especially if you are looking to make an impact with a specific message you are sharing
identify types of drawing media
charcoal, pencils and your standard drawing utilities
explain the impact of color harmonies on composition
different colors have very different effects on people. the images surrounding us serve a very specific purpose.
describe digital color concepts
the color cube is a three dimensional model by which one can understand and teach digital color theory. This elegant representation of color bridges the gap between additive and subtractive systems of color
explain website-development process
information gathering
planning
design
development
testing and delivery
maintenance
identify strategies for attracting targeted audience to website
advertise it - tell people about the website
tell why has it improved/if not yet improve then improve it
word of mouth can help a lot to let people know about the website
make sure that website is working just in case if any problems do come up they can be resolve easy and quickly
explain how businesses can use trade-show/exposition participation to communicate with targeted audiences
trade show - an exhibition at which businesses in a particular industry promote their products and services
this way businesses can know what do customers actually think about the product
explain considerations used to evaluate whether to participate in trade/shows expositions
your business should participate in trade shows so that you can talk to your target market and let people know about the products you have and this eventually creates word of mouth advertising
plan special events
when planning any event it involves budgeting, finding who your target market, and training people or letting people know what they are suppose to do. If the event is for someone make sure you know what they want
identify types of public-relations activities
press kits - include written material about the organization and its top people
audio releases - or video releases are prerecorded messages distributed to various media channels
matte releases - small local newspapers accept articles written by organizations when they do not have sufficient articles or stories to publish
website press room - public relations experts promote their organization and its products/services through online press rooms
discuss internal and external audiences for public relations activities
publics are customers, current and potential employees, investors, vendors, suppliers, media, government and opinion leaders who are important audiences for an organization. public relations seeks to develop and sustain relationships between a company and its publics
write a press release
an official statement issued to newspapers giving information on a particular matter
create a press kit
a press kit, also known as a media kit, is a page on your website that contains resources and information for reporters and publishers. a press kit makes it really easy for reporters to quickly learn about your product and brand and access photos and marketing materials they can use in their content
explain the importance of company involvement in community activities
having businesses to participate in community activities can really improve the outlook of that business and the way they can help out the community is by donating, helping build more schools, or by even helping the elderly
propose community issues for company involvement
for example if there was insufficient funds to build a school a business can come in and help pay for the rest to build the school
participate in community outreach activities
you can help out the community many ways, building play grounds, building ramps for elderly, donating wheelchairs and maybe even donating food to people in need.
identify ways to track promotional activities
profits
look at your profits, is there an impact in sales promotion, see if your investments are worth it
sale volume
in order to accurately measure the increase in sales volume, you need to know your baseline (what sales were prior to the promotion)
explain the nature of a promotional plan
A promotional plan outlines the promotional tools and strategies you plan to use to accomplish your marketing objectives. It outlines where the majority of the marketing budget will be spent. To accomplish goals and specific objectives, the promotional plan must be carefully planned, taking into consideration the audience, budget, and final results. Specific objectives must be set stating what you want to do, when it should be done,and how to measure success
coordinate activities in the promotional mix
1)Advertising 2Public Relations 3)Sales Promotion 4)Personal Selling 5)Direct Marketing
describe the nature of emotional intelligence
Emotional intelligence is a set of personal skills in the following areas. • Foster self-understanding to recognize the impact of personal feelings on others. • Develop personal traits to foster career advancement. • Apply ethics to demonstrate trustworthiness in working with others. • Exhibit techniques to manage emotional reactions to people and situations. • Identify with others' feelings, needs and concerns to enhance interpersonal relations. • Use communication skills to foster open, honest communications. • Use communication skills to influence others' point of view. • Apply problem solving techniques to obtain solutions to issues and questions. • Manage stressful situations to minimize negative workplace situations. • Implement teamwork techniques to accomplish goals. • Employ leadership skills to achieve workplace objectives. • Manage internal and external business relationships to foster positive interactions.
explain the concept of self esteem
Self esteem is the way you perceive your worth or value as a person. It is an important interpersonal skill that allows you to believe in yourself and helps you relate positively to others. You can demonstrate positive self esteem by treating others with respect and friendliness, dressing appropriately on the job, and behaving in a confident yet courteous manner.
recognize personal biases and stereotypes
A stereotype is an oversimplified distorted belief about a person or a group. It is important to recognize personal biases or stereotypes so that we may correct them. When you learn about others you become more tolerant and understanding.
assess personal strengths and weaknesses
When assessing your strengths and weaknesses, many areas can be explored. Interpersonal skills that can be assessed include self esteem, attitude, initiative, self control, creativity, flexibility, stress management, and time management skills. You will also want to assess more concrete skills and abilities. These are things that you will be asked to do in the workplace, such as selling a product or organizing an activity.
Complete a self-assessment by asking yourself if you have these types of skills and taking inventory of your workplace values and needs. Determine what skills you are lacking and where you can make improvements. Develop your skills and abilities by reading, observing, and working in a real-world situation.
identify desirable personality traits important to business
There are many characteristics of successful businesspeople, including persistence, creativity, responsibility, confidence, and enthusiasm. A businessperson should be inquisitive, goal-oriented, independent, a risk taker, and action oriented. Essential skills
for running a business include the following: communication, math, problem solving, technology, decision making, organizing, teamwork, social, and basic business skills.
exhibit self-confidence
Self-confidence can be demonstrated by how you present yourself and through your actions. It is shown in your personal hygiene and the way you dress. It can also be shown through your relationships with others and your work habits.
demonstrate interest and enthusiasm
Interest and enthusiasm can be demonstrated verbally and non-verbally. When speaking choose words that are descriptive, vary your tone, listen and ask relevant questions. Non- verbal cues can be seen in your facial expressions, body language and eye contact.
demonstrate initiative
Demonstrating initiative means taking action and completing tasks without being specifically asked to do so. An example of taking initiative is developing a new idea for a marketing campaign and conducting the research to show that your idea has viability.
demonstrate responsible behavior
Demonstrating responsibility means being willing to accept an obligation and being accountable for an action or situation. One can demonstrate responsibility in a myriad of ways. Be willing to accept change and volunteer for jobs and tasks. Display initiative by doing what needs to be done without being told. Be punctual and have a solid work ethic.
demonstrate honesty and integrity
Honesty and integrity are desirable qualities of a good employee and a good person. You can demonstrate these qualities by being loyal and trustworthy at work and in daily activities. Act responsibly and ethically, even though it may be difficult at times. Respect others' feelings and possessions. Being dishonest can ruin your reputation and can harm personal and professional relationships.
demonstrate ethical work habits
Ethics are the basic values and moral principles that guide behavior. Characteristics of ethical work habits include honesty, respect, and equity. Being honest is more than just telling the truth. It means maintaining confidentiality and having respect for company property. Honesty is the basis for a trustworthy business relationship. Another solid base for business/customer relations is showing respect. This means listening to others with an open mind and responding with courtesy and tact. Equity means that everyone has equal rights and opportunities. Because people expect to be treated the way those around them are treated, it is important to be fair and equitable in dealing with others.
take responsibility for decisions and actions
when a task needs to be carried out, the responsible employee should step up to the plate. However, if something goes wrong, he/she should take the blame.
manage commitments in a timely manner
commitments should be managed in a timely manner by not procrastinating and utilizing sequential tasking. if applicable, multitasking can be powerful productivity tool
exhibit a positive attitude
positive attitude can be exhibited via methods such as team encouragement, enthusiasm and implementing a reward system
demonstrate self control
self-control can be demonstrated via methods such as anger management, stress management, and compulsive behavior control
explain the use of feedback for personal growth
The way feedback is given often affects the way you accept it. Destructive criticism focuses just on the bad things and gives the recipient no help. Conversely, constructive criticism is designed to be helpful. It is said calmly with a focus on the problem, not the person, and suggestions for improvements are given. Anyone who is new to a job must expect criticism.
One can control his/her reaction to feedback. Maintain a positive attitude and try to avoid getting defensive. People who respond to negative feedback in a positive way generally impress others. Those who work on correcting their weaknesses tend to move ahead in their careers. When giving feedback, it is important that your message be clear and easily understood. Give feedback in a nonthreatening manner, discussing problems with others one-on-one when possible.
adjust to change
change is common in the workplace and by adapting policies, work habits and routines this change can be adjusted to
respect the privacy of others
Respecting others' privacy includes treating the conversations, property, and work of friends and coworkers as if they were your own. At work, be respectful of the phone
calls, faxes, e-mail, voice mail, and documents of others. Many of these things should not be shared with others, and much of the information at your workplace must be kept confidential.
Confidentiality means not sharing sensitive information that you know with someone else. These acts of professional courtesy are also part of displaying workplace etiquette. Failing to respect others' privacy can harm your personal and professional relationships, including being disciplined or fired on the job.
show empathy for others
Empathy is an understanding of another person's situation or frame of mind. On the job, you should be open-minded, realizing that many people are under pressure. Treat others considerately, and call on your own experiences. Before you react to someone, think of the position the other person is in. You may see things differently, and your reaction may be more effective. Be aware of how you appear to someone else, trying not to hurt or offend them. Speak carefully, and think about the way others will feel when they hear what you have to say. Let other people know you are interested in them, smile, and make them feel important. Do not assume that certain behaviors and views are universal; many people in the world have ideas that are very different from yours.
maintain the confidentiality of others
confidentiality is the protection of private information and employees must not violate by spreading personal information of others to third parties
exhibit cultural sensitivity
In order to exhibit sensitivity to other cultures, begin by respecting differences among people. Another key is to avoid and overcome stereotypes. A stereotype is an oversimplified, distorted belief about a person or group. In business, you must maintain an awareness of the language and cultural differences that will affect company employees as well as customers.
explain the nature of effective communications
Communication is the process of exchanging messages between a sender and a receiver. Effective communicators need to understand channels of communication and media, effective listening skills, barriers to communication, and non-verbal cues. In addition, one must be prepared to read for meaning, speak properly, and write effectively.
Channels (or media) are the avenues through which a message can be delivered. The choice of medium depends on the nature and importance of the message. Effective listening allows a person to identify the purpose of the speaker, give feedback, and
evaluate the speaker's message. Communication may be impeded by a number of barriers, including physical such as distance and position from the speaker, and verbal as in using vague or unclear language. Lastly, a person's non-verbal cues—such as his or her tone of voice, emphasis, and body language—are critical because they often communicate as much as the speaker's actual words.
explain ethical considerations in providing information
Ethical business practices ensure that the highest standards of conduct are observed in a company's relationships with everyone in the company or who is affected by its activities. Ethical behavior is lawful and does not harm some while benefiting others. Business practices are ethical if its actions are not embarrassing if they become public. Many businesses develop a statement of core values that guide the ethical decisions and actions of the company.
A company's commitment to ethics should be clear during the hiring process as well as in day-to-day operations. Interviewees may be questioned about ethics, and new hires should be provided information about the company's commitment to ethics and values. Ethical behavior should be a part of employee evaluations and promotions, and managers should model ethical behavior when dealing with customers.
solicit feedback
ask for feedback for personal development
use social media to solicit new ideas and solutions
social media can be used to research other businesses promotional strategies for their products
sell ideas to others
evidence, emotion, and reasoning can sell and idea to an audience
persuade others
Logos (statistics and reasoning), pathos (feeling and emotion) and ethos (expertise and qualifications) can be used to persuade an audience
demonstrate negotiation skills
Negotiation is the process of working with or among the parties in a conflict to find a resolution, and requires a willingness to work together to achieve a mutually-agreeable solution. No company will completely avoid conflict in the workplace, so learning and practicing negotiation skills is important. Six effective techniques for negotiating conflict are:
show respect
recognize and define the problem
seek a variety of possible solutions
collaborate, or work together
be reliable
preserve your relationship The two most important negotiation skills are speaking and listening.
Each party must first present the problem from their point of view. Use a non-aggressive tone and "I statements" to make your point, trying not to cast blame. Active listening on your part shows you are interested in the other person's ideas and feelings. Try to empathize with the person who is speaking. The problem is solved only when both/all parties reach a common agreement.
use appropriate assertiveness
exhibit self-confidence and assurance without being aggressive by being negotiable and encouraging
use conflict-resolution skills
Begin by allowing each party of a dispute to define the problem from his/her point of view. Then, allow each one to suggest a solution to the problem. Next, those options should be evaluated, so each party can explain what they can and cannot accept. To overcome the differences, parties to a problem may have to think creatively and compromise.
Compromising means that each party will agree to give something up in order to settle a dispute. Conflict-resolution is done best when solutions are found that will allow each side of a dispute to save face and create the least amount of ill will. Sometimes, parties in a dispute may have to seek mediation or arbitration from an independent third party.
explain the nature of office politics
office politics is a scenario in which multiple employees battle for dominance over decision-making. It can be helpful (clear leader) or harmful (uncontrollable conflict)
overcome problems and difficulties associated with office politics/turf wars
by using negotiation techniques, office drama can be resolved in an effective manner
explain the nature of stress management
Stress is a person's reaction to pressures from the outside world. It can be mental or physical. Managing stress is important to a healthy lifestyle and effectiveness in the workplace. Stress can be harmful, causing undue anxiety and suppressing the body's immune system.
Three things are essential to help prevent or reduce stress: regular exercise, a balanced diet, and enough sleep. Researchers emphasize engaging in recreational activities as a way to manage stress. In times of stress, it is important to make reasonable compromises and learn to accept those things you cannot change about the world around you.
participate as a team member
teamwork includes leadership and collaboration. By providing input to a task and facilitating new initiatives, employees can be a better team member
use consensus-building skills
A consensus is a decision upon which each member of a group agrees. It is a critical component of teamwork as well as negotiation. To achieve a consensus, it is helpful to allow all members to state their opinions. It will often require members of the group to be flexible and accept a compromise. Allowing team members to be involved in setting and achieving the team's goals is important and often results in increased company loyalty and a stronger team spirit. Consensus building is also beneficial in that it leads to extra motivation and a sense of ownership among team members.
motivate team members
A variety of methods can be useful for management to motivate team members. Factors that motivate employees are achievement, recognition, responsibility, advancement, growth, and the reward from doing the work itself. The use of rewards for good work can be effective. When giving rewards, identify those workers who are effective and efficient, and not those who simply get the work done. Also, reward and recognize long- term employees for their loyalty to the company.
Employees are also motivated by the freedom to be creative. Encouraging them to show creativity without risk of penalty often yields positive and ingenious results.
explain the concept of leadership
Leadership is helping members of an organization achieve their goals. Leadership requires a wide range of skills and personal traits, including self-confidence, creativity, problem-solving, and effective communication. Good leaders understand people, show social judgment, and can motivate others. Leaders have a vision, and can communicate that vision with those around them while minimizing conflicts that may arise.
determine personal vision
personal vision can be defined as a future goal that one hopes to attain. it should be SMART - specific, measurable, attainable, relevant, and time bound
demonstrate adaptability
adaptability is the ability of an individual to adjust to changes in the workplace
develop an achievement orientation
it is important that employees develop cognition and behavior relative to the interpretation and reaction to a variety of tasks
lead change
leaders should initiate positive feedback through methods such as assessing the current scenario, finding areas for improvement, brainstorming solutions and implementing a course of action
enlist others in working toward a shared vision
collaboration is a powerful tool and it is important that fellow workers exhibit personality traits such as motivation, positive attitude, empathy, and conflict resolution skills in order to form the perfect work team
coach others
others may need coaching and leaders should do so by assessing weaknesses brainstorming solutions and suggesting them in an assertive manner
treat others fairly at work
everyone should be treated the same be heard, and have their rights protected regardless of race, gender, age, religion or sexual orientation
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