Interpersonal Communication And Conflict Resolution

Literature Review I have read, evaluated, examined and summarised the main secondary research resources that helped me understand my interpersonal communication topic, Conflict Management, and how theories, relevant skills and strategies can play a big role throughout the resolution and frequency of conflict among my peers. Personality Types and Development of Adolescents’ Conflict with Friends This study aimed to examine the developmental pattern of adolescents’ conflict frequency and conflict resolution with their best friends, and differences in these developmental changes between individuals with different personality types. According to the Dual Concern model individuals’ utilization of conflict resolution depends on the level of concern for oneself versus others. Specifically, collaboration occurs when there is high concern for both oneself and others. This strategy is characterized by positive conflict resolution behaviours such as negotiation and compromise. Accommodation takes place when there is high concern for others, but low concern for oneself. This strategy is characterized by high levels of compliance. A controlling resolution strategy reflects a high concern for oneself and low concern for others, and is characterized by negative affect, hostility, or coercive behaviour. In addition, a non-confrontational strategy, which involves reducing the importance of conflict and attempting to suppress thinking about conflict, represents a low concern for both oneselfShow MoreRelatedTypes of Conflict in Organisations1434 Words   |  6 PagesConflict Identification and Resolution Name of Student Institutional Affiliation Conflict refers to the struggle or disagreement between people or parties with opposing principles or opinions. An interactive human being is involved in quite a few conflict scenarios through the course of his or her life and a group of people in a team or organization is quite often faced with conflicts as a result of differences in ideologies or when one party doesnt perform as well as expectedRead More Communication Patterns of Children During Conflict Essay examples1558 Words   |  7 Pageseventually their siblings or peers. Conflict is a part of life that children need to use to develop skills on resolving disagreements; conflict is not always bad. Peer conflict, however, can lead to aggressive behavior because of significant emotional and physical harm. Many youth lack the social skills needed to handle their aggravation. Peer conflict communicates joint disagreement or aggression between peers or peer groups. Peer conflict is characterized as conflict between people of equal or similarRead MoreConflicts And Conflict Resolution Process1671 Words   |  7 PagesConflicts are inevitable in any human s’ interaction which makes their occurrence normal in the workplace. Conflict can be caused by imbalance of power and communication barriers that arise from the social structure or individual interpersonal’ perceptions, assumptions and expectations. The interpersonal conflict has a huge impact on the individual himself and extends to the workplace. The Human Resources (HR) role comes in light to attempt to help in the conflict resolution process. Human resourcesRead MoreEffective Communication Skills Are Essential For Success1222 Words   |  5 PagesIntroduction Effective Communication skills are essential for success in every organization. Individuals today in the workplace need to effectively communicate with employees, customers and potential clients. Effective and clear communication if not delivered in the right manner could be interpreted by the receiver and have a negative impact. There are many barriers that can effect a conversation such as cultural differences, gender and environment. Employees can learn how to adapt in differentRead MoreConflict Management, Interpersonal Communication, And Motivational Theories1106 Words   |  5 Pagespresented concepts of conflict management, interpersonal communication, and motivational theories and their significance to the overall success of an organization. As we dig deeper into the material for leadership and management, the shining theme throughout our readings has been self-less leadership (Satterlee, 2013). This week, we focused on the importance of interpersonal communication, and conflict management. Owner, leaders, and managers must understand the importance of communication especially ifRead MoreConflict Resolution1281 Words   |  6 PagesIntroduction Everyone faces conflict in their lives on a daily basis. It is an accepted and expected part of life. Conflict is not a problem in itself - it is what we do with it that counts. You cant avoid conflict in your life, at home, at work, and even at play. Wherever people interact, there is a potential for conflict. That is not bad news because good things can arise, and relationships can improve through conflict, provided conflict is managed with thought and attention. The bad newsRead MoreTaking a Look at Interpersonal Communication716 Words   |  3 Pagesunderstood,† said Ralph Nichols and this thought is agreeable as the interpersonal skills are the skills people use throughout their life to interact with individuals or group of people in the society. It has been believed that the people with good interpersonal skills are generally more successful and get effective fruitful results in both their personal and professional lives. People who work hard to develop strong interpersonal skills can augment many aspects of life and lead to better relationshipsRead MoreFineal667 Words   |  3 Pagesassembled this presentation in order to demonstrate the proper usage of interpersonal communication when working with another individual/team. I chose to reveal my findings using â€Å"case study one.† When a group can no longer openly discuss common issues without a member becoming disgruntled with the argument, interpersonal communication is not being utilized within the group of individuals. In this particular instance, the conflict within the group is over political views. I believe we can all relateRead MoreRelationship Between The Senior Management Team Of A Company And The Junior Employees1392 Words   |  6 PagesIntroduction Interpersonal communication plays a very important role in an organization. It enabled employees from different departments to harmoniously work together towards the achievement of common shared goals. In fact, successful business relationships can only be maintained if employees hold impeccable interpersonal communication skills. In this paper, the focus will be on the business relationship between the senior management team of a company and the junior employees. In mostRead MoreTeam Development Techniques1050 Words   |  4 Pageschannels of communication with your employees. This must not only be between the manager and the employees, but also among the staff as well. Further, the organization must create a working atmosphere in which employees know that management is always available to listen to their concerns. It is also beneficial to discuss genuine issues amongst the team in a relevant and productive manner (LaFasto, 2001). Identify potential areas of conflict within a diverse project team. The first conflict that would

Customer Service At The Highest Level - 999 Words

Nowadays, the customer service is extremely perspective and could be a great way to stand out against the background of your customers. Perhaps this is one of the advantages of small enterprises ,because anyone, who emphasizes on customer service will be able to compete with large companies that, in turn, offer a diverse range of products, lower prices and other prerogatives that others can not afford. But many small enterprises still inferior in quality customer service. So, there is a logical question - why? Analyzing this issue more deeply, I can clearly establish that the main reason is their incompetence. Scientific evidences prove that small enterprises lack of, at least, one of the main aspects and those aspects are : value, customer and cost. In order to improve customer service at the highest level, at first, we must carry out numerous social surveys, and â€Å"walk hand in hand† with modern technology. A good advice for successful businessmen will be to compare the competitiveness and the ability to put yourself in the consumer shoes and thus learn about his needs. Equally important method of improving the customer service is the consistent implementation of new technologies, strategies and exchange of experiences with other people in customer service, especially in leading and successful companies such as: Disney, McDonnalds, Ford. Issues in the customer service area are particularly relevant nowadays as any business rests on the relationship between people. 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Contemporary managementRead MoreCustomer Service and Innovative Widgets1289 Words   |  6 PagesBSBCUS501C Manage quality customer service Presented to: Darren Creed Assessment 3 Name: Jacinta Butterworth Date: 20 March 2015 Procedure: 1. Develop a set of Key Performance Indicators for your Innovative Widgets customer service representatives. KPIs should address all the areas of customer and business requirements identified 2. Develop a plan or procedure for monitoring team members’ performance again KPIs 3. Develop a questionnaire to collect customer feedback related to KPIs and/or designedRead MoreMaximum Subscribers Consume Gb Data Essay1702 Words   |  7 Pagesdata plans. It’s also concluded that percentage of unmarried respondents in all category of data consumption is higher than married respondents; male subscribers consume more data than female subscribers. Also data consumption is related to education level of the subscribers, data consumption by educated subscribers is more than other subscribers. Corporates including public and private sector are using technology for their day to work and has moved it to online platforms which influence the data consumptionRead MoreDesigning A Host For Your Next Web Site1444 Words   |  6 Pageshosting. The company places a high priority on customer satisfaction, placing their value above all else. They offer 24/7 support, and ensure their forms and agreements are honest and transparent, offering customers exactly what they need so they don’t need to pay for services they don’t want. The hold several certifications, verifications, and approvals from some of the top reviewing companies on the internet. WebHostingPad guarantees the best service in the industry at affordable prices. What kindRead MoreCustomer Satisfaction, The Most Important Asset Of Any Organization Essay1495 Words   |  6 PagesCustomer satisfaction, the most important asset of any organization is its customers. An organization’s success depends on how many customers it has, how much they buy, and how often they buy. Customers that are satisfied will increase in number, buy more, and buy more frequently. Satisfied customers also pay their bills promptly, which greatly improves cash flow the lifeblood of any organization. Increasingly, manufacturing and service organizations are using customer satisfaction as the measureRead MoreManagement Team At The Fresh Connection1330 Words   |  6 Pagesimplement. This included two parts, the fist being the customer facing strategy, and the second was the internal operations strategy. We had decided that our customer strategy initially would be to sell high profit margin products and manage lower volumes. This would start to shift to a more flex ible and adaptive strategy as our company began to understand the customer’s needs. We shifted to targeting each specific customer with the highest demand products and would eventually trim our offerings

Techonology and Decision Making Paper Hcs 482 Free Essays

Running head: TECHNOLOGY AND DECISION MAKING Technology and Decision Making University of Phoenix Healthcare Informatics HCS/482 Richard Ong November 15, 2008 Technology and Decision Making Technology, decision-making processes, and data accessibility have changed dramatically in recent years. This paper will discuss systems and informatics theories. The paper will confer on the Data, Information, and Knowledge (DIK) Model. We will write a custom essay sample on Techonology and Decision Making Paper Hcs 482 or any similar topic only for you Order Now The role of expert system in nursing care and medicine will be provided. Decision aids and decision support systems are used everyday providing focus, leadership and direction within technology and will be examined. The use of technology for patient and client management will be explored. An analysis of the impact of technology on healthcare and health status will be investigated. Systems and Informatics Theories Systems are â€Å"a group of interacting, interrelated, or interdependent elements forming a complex whole† (Systems, n. d. , Definition). Systems describe healthcare, schools, computers, and a person. The systems are either open or closed. Closed systems are inoperable to function with others third party products and open systems are designed to allow third party products to plug in or interoperate with the system. Neither system interacts with the environment. Open systems consist of three characteristics; purpose, functions, and structure (Englebardt and Nelson, 2002). Systems can have more than one purpose based on the needs of the user. Functions that the system will need to carry out need to be identified for the system to achieve its purpose. The â€Å"systems are structured in ways that allow them to perform their functions† (Englebardt Nelson, 2002, p. 6). The two types of models used to conceptualize the structure of a system; hierarchical and web (Englebardt Nelson, 2002). Some examples of system applications are; institution wide, specialty support, documentation, administrations, operations, expert, stand alone information, and decision support. The study of healthcare informatics incorporates theories from information Nursing science, computer science, cognitive science, along with other sciences used in the healthcare delivery (Englebardt Nelson, 2002). Three models that represent the informatics theories are; Shannon and Weaver’s information-communication model, Blum’s model and The Nelson data to wisdom continuum. Shannon and Weaver’s model states that a message starts with the sender and is converted to a code by the encoder. The converted message can be letters, words, music, symbols or a computer code (Englebardt Nelson, 2002). The message is carried by a channel and along with the message noise is transmitted in the space to the decoder where the message is converted to a format that is understood by the receiver. â€Å"Bruce L. Blum developed a definition of information from an analysis of the accomplishments in medical computing† (Englebardt Nelson, 2002, p. 12). According to Blum the three types of healthcare computing applications are; data, information and knowledge (Englebardt Nelson, 2002). Data is information that is not interpreted. Data that is processed and displayed is categorized as information and when the data and information are combined and formalized knowledge results (Englebardt Nelson, 2002). â€Å"A knowledge base includes the interrelationship between the data and information† (Englebardt Nelson, 2002, p. 13). The Nelson Data to Wisdom Continuum states the four types of healthcare computing applications are; data, information, knowledge and wisdom. The four overlap at all times. Data is the naming, collecting and organizing the message. Information is further organizing and interpreting the message. Knowledge occurs when the message is interpreted, integrated and understood. Wisdom is the ability to understand and apply the message with compassion. Data, Information and Knowledge Model â€Å"Nursing informatics, as defined by the American Nurses Association(ANA), is a specialty that integrates nursing science, computer science and information science to manage and communicate data, information and knowledge in nursing practice† (Newbold, 2008, para. 1). Decision making by healthcare professionals is based on the assimilation of data, information and knowledge to support patient care. Organizing data, information and knowledge for the processing by computers is accomplished through the use of information technology and information structures (Newbold, 2008). The first level is data which â€Å"†¦are recorded (captured and stored) symbols and signal readings† (Liew, 2007, Definitions). Data is bits of information though to just have data is not meaningful to decision making. The second level is information which is organized, interpreted and communicated data between machines or humans. Characteristics of quality information are: complete and clear in its descriptions, accurate, measurable, preferably by measurable objective means such as numbers, variable by independent observers, promptly entered, rapidly and easily available when needed, objective, rather than subjective, comprehensive, including all necessary informati on, appropriate to each user’s needs, clear and unambiguous, reliable, easy and convenient form to interpret, classify, store, retrieve and update† (Theoretical issues, 1998, Concepts). Knowledge is the third level of the model and is the collection of information that is obtained from several sources to produce a concept used to achieve a basis for logical decision-making. The information needs to be useful and applied to be known as knowledge. The final level is Wisdom which â€Å"†¦is the highest level of being able to understand and apply knowledge using compassion† (Theoretical issues, 1998, Concepts). â€Å"Information consists of data, but data is not necessarily information. Also, wisdom is knowledge, which in turn is information, which in turn is data, but, for example, knowledge is not necessarily wisdom. So wisdom is a subset of knowledge, which is a subset of information, which is a subset of data† (Steyn, 2001, para. 2). Without an understanding of the source of data and information which is based on activities and situations, the relationship between data, information, and knowledge will not be understood (Liew, 2007). Expert Systems in Nursing Care and Medicine Medical artificial intelligence is primarily concerned with the structure of Artificial Intelligence (AI) programs that perform diagnosis and make therapy recommendations. Unlike medical applications based on other programming methods, such as purely statistical and probabilistic methods, medical AI programs are based on symbolic models, such as statistical and probabilistic methods, medical AI programs are based on symbolic models of disease entities and their relationship to patient factors and clinical manifestations’ as defined by Clancey and Shortliffe (1984). Expert systems (ES) in nursing care and medic ine fill an appropriate role with intelligent programs offering significant benefits. They hold medical knowledge containing specifically defined tasks and are able to reason with data from individual patients responding with reasoned conclusions. The advantages of an expert system over a doctor are: 1. A large database of knowledge can be added and kept up to date with the ability of a large amount to be stored. 2. The system does not forget or get facts wrong. 3. The continued existence of the knowledge is forever not lost with death or retirement. 4. The computer can make contact with specialist knowledge that a doctor may not have. . The ES may shorten time to make the correct diagnosis and reduce diagnostic errors. 6. Countries with a large number of population and have physicians are limited can receive medical knowledge leading to prompt care. ES’s are not replacing doctors or nurses but are being used by them stimulating an interrogated large database of knowledge of a human expert. Decision Aids and Decision Support Systems Decision support systems (DS S) are systems that â€Å"model and provide support for human decision-making processes in clinical situations. They are advanced technologies that support clinical decision making by interfacing evidence-based clinical knowledge at the point of care with real-time clinical data at significant clinical decision points†(Gregory, 2006, p. 21). Decision support systems offer various methods of decision support, including recommendations for diagnostic testing, critical lab value alerts, help with diagnosis and advice for clinicians on what medications to use. According to the British Medical Journal, â€Å"Clinical decision support systems do not always improve clinical practice, however. In a recent systematic review of computer based systems, most (66%) significantly improved clinical practice, but 34% did not† (Kawanoto, Houlihan, Balas, Lobach, 2005, p. 769). Decision support systems can improve patient outcomes however; more studies are needed to develop better systems. Decisions by their very nature are uncertain, medical decisions have the added complexity of involving an individual’s values and beliefs as related to the risk-benefit profiles or uncertain outcomes of medical treatment. The goal of using a decision aid is to help the patient make informed decisions based on his or her belief and value system. Limited and conflicting research on the use of decision aids makes it impossible to determine if having patients use a decision aid would benefit him or her. According to an article published in the Medical Decision Making Journal â€Å"Decision aids are a promising new technological innovation in health care, however, like any new innovation, their widespread adoption needs to be preceded by a careful evaluation of their potential harms, rather than an uncritical promotion of their potential benefits† (Nelson, Han, Fagerlin, Stefanek, Ubel, 2007, p. 617). Decision aids can be an important addition to promoting shared decision making between the physicians and patient however, decision aids â€Å"may send the wrong message to patients about the goals of decision making, or lead patients to believe that they can reduce or eliminate uncertainty when confronting decisions† (Nelson, Han, Fagerlin, Stefanek, Ubel, 2007, p. 618) Technology for Patient and Client Management Technology can be used in many areas of patient and client management. Technology is said to have the potential to bring the patient and healthcare providers together creating patient-centered care. The goal of patient-centered care is to empower the patients, give patients choices and tailor treatment decisions based on the patient’s beliefs, values, cultural traditions, their family situations and their lifestyles. Technology impacts this concept when healthcare providers use clinical information systems such as enhanced patient registration systems which uses the internet or onsite wireless devices, using decision aids and decision support systems, Telemonitoring Devices, and the electronic health record. New technology will help healthcare providers with patient management by increasing the ability of healthcare providers to retrieve and apply accurate information about their patients quickly and allow patients to acquire information to improve control of their diagnosis and or treatments and to talk with their healthcare providers. Technology on Healthcare and Health Status Analysis The future holds many technological changes that will affect healthcare directly and help shape our already powerful profession. Technological advances will dramatically change healthcare provider’s roles and the healthcare delivery systems. Computers are not unusual for a patient to use to surf the Internet to find information related to the diagnosis. Patients may also browse the Internet and find conditions here the symptoms are closely related to what he or she is experiencing. He reads all he can find, and when he goes to the doctor he may be informed, misinformed, or over-informed, regarding the possible diagnosis of his problem. Technology presents to the healthcare consumer a tremendous resource of information regarding his healthcare. Computers, biosensors, implants, genetic therapies, and imaging devices are examples of the emerging technologies of the 21st century. Medical artificial intelligence in contexts such as computer-assisted surgery, electrocardiography and fetal monitoring interpretation, clinical diagnosis, and genetic counseling will have a major impact on our future. Telemedicine currently ranges from radiographic consultations across cities to telebiotic surgeries across hemispheres (Cohen, Furst, Keil Keil, 2006). Interactive disks already assist patients to make more independent medical decisions regarding their care. Devices for home use can help monitor blood pressure and blood glucose or perform a pregnancy test. Technology also helps assist patients with finding information regarding a diagnosis. Although technology is very beneficial to healthcare other concerns continue to exist. Every day healthcare providers use complex machinery, including many types of monitors, ventilators, intravenous pumps, feeding pumps, suction devices, electronic beds and scales, lift equipment, and assistive devices. The directions for use of many of these machines are not self-evident and may be highly complicated. As a result, some patients may endure injury secondary to misuse of the product (Cohen, Furst, Keil Keil, 2006). The company may also incur unexpected expenses if the equipment becomes damaged and need to be replaced. Similarly, new computer systems present many learning difficulties for healthcare providers. Many computer systems are not user friendly. Computer systems designers are notorious for supplying computers with numerous advanced but obscure functions, but these systems often lack the ability to make daily tasks easier t accomplish. Millions of dollars have een wasted on computer systems that are not used or are underused because the user needs were not assessed before the systems were designed (Thielst, 2007). There remain three basic reasons for the continued increase in healthcare costs: inflation, increased demand for services as a result of federal programs such as Medicare and Medicaid, and expensive technological advances in medicine. Conclusion In conclusion, signi ficant economic and social trends are dramatically altering the forms of healthcare delivery in the United States and the roles played by healthcare providers. Advances in technology, globalization of culture and communication, ever-widening computer applications, aging of the population, and dynamic changes in the healthcare industry are among major developments (Thielst, 2007). To cope with and to contribute to the future of healthcare, the healthcare team must understand how computers are now being used in healthcare, and they must be able to work with computers in a cost-effective manner in their healthcare practice. No matter what delivery system is in place in a particular institution, healthcare providers will find that each is vitally involved with ensuring quality and in discovering measurable ways of monitoring quality. References W. J. Clancey and E. H. Shortliffe, eds. (1984). Readings in Medical Artificial Intelligence: First Decade. Reading, Massachusetts: Addison-Wesley. Cohen, T. , First, E. , Keil, O. Wang, B. (2006). Medical equipment management strategies. Biomedical Instrumentation Technology, 40(3), 233-238. Englebardt, S. P. , Nelson, R. (2002). Health care informatics: An interdisciplinary approach. St. Louis, MO: Mosby Elsevier. Gregory, A. (2006, January/March). Issues of Trust and Ethics in Computerized Clinical Decision Support Systems. Nursing Administration Quarterly, 30(1), Pp. 21-29. Kawanoto, K. , Houlihan, C. , Balas, A. , Lobach, D. (2005, April 2). Improving clinical practice by using clinical decision support systems: A systematic review of trials to identify features critical to success. BMJ, 330, P. 765-700. Liew, A. (2007, June). Understanding data, information, knowledge and their relationship. Retrieved November 10, 2008, from Journal of Knowledge Management Practice: http://www. tlainc. com/article 134. htm Nelson, W. , Han, P. , Fagerlin, A. , Stefanek, M. , Ubel, P. (2007, October 1, 2007). Rethinking the Objectives of Decision Aids: A Call for Conceptual Clarity. Medical Decision Making, 27(5), Pp. 609-618. Newbold, S. (2008). A new definition for nursing informatics. Retrieved November 10, 2008, from Advance for Nurses: http://nursing. advanceweb. com/Article/A-New-Definition-for-Nursing-Informatics. spx Steyn, J. (2001). Data, information, knowledge and wisdom. Retrieved November 12, 2008, from Knowsystem: http://knowsystems. com/km/definition. html System. (n. d. ). Retrieved November 11, 2008, from Answers. com: http://www. answers. com/topic/system Theoretical Issues. (1998). Retrieved November 10, 2008, from University of Texas at Tyler: http://www. uttyler. edu/nursing/ckilmon/ni/theory. htm Thi elst, C. (2007). The future of healthcare technology. Journal of Healthcare Management, 52(1), 7-10. Retrieved from ProQuest database on November 11, 2008. How to cite Techonology and Decision Making Paper Hcs 482, Papers

Supporting the Development of Marketing Capability of Small Businesses

Question : Describe Audits and Planning Tools for developing Business Capability. Your paper should be divided into two parts: 1. The Identification of Critical Success Factors in Marketing. 2. Showcasing/Evaluation of key diagnostic audit tools available to benchmark marketing capability (these should be actual audits/tools that are currently available to businesses). Answer : Introduction: In recent economic scenario, the level of competition in each and every industry is significantly increasing. After globalisation, there is increased interconnectedness and relationship between various nations. It led to increase in global organisations and the global markets were also created. Nowadays the business units not only have to compete with the local competitors but they have to compete with the global competitors as well. Thus the companies have to implement various strategies in order to gain the competitive advantage in the market. In recent times, there has been increased consideration for the entrepreneurship and entrepreneurial marketing. So the main aim of the paper is to identify the critical success factors in marketing and evaluating the key diagnostic audit tools that are available to benchmark the marketing capabilities. Background: In recent years it is evident that successful entrepreneurial marketing within the small business requires that the judgement and the competency in the part of the managers and the owners. However, it is stated that most of the small businesses have stifling growth potentials as the resource is one of the critical success factors. The lack of resource is not only confined to finance but there is inclusion of human capital availability, time and skill in this respect. In various situations the managers and the owners may not share the tacit knowledge with others even though they possess it. Thus as a result various small business units are not able to capitalise the opportunities due to the lack of potential resource or competency. It is realised by the UK government that the SMEs continuously try to gain funding and they target grants for increasing the competitiveness. The business capability can also be increased by the support of the universities (Chaffey, Ellis-Chadwick and Chaff ey, 2012). Thus it is very important that the competency gaps are filled by improving the marketing competency. Thus the critical success factors must be identified by the SMEs. Critical Success Factors: The critical success factors can be referred as the necessary element that is required for achieving the mission of a project or the organisation. In order to ensure the success of an organisation, it is very important consider the critical success factors. Here it can be said that in order to support the development of the marketing capabilities for the small business units the diagnostic audits can be used for assessing the critical success factors in terms of marketing activity. The critical success factors used in marketing can be discussed here (Clow and Baack, 2012). Planning: Planning is one of the critical success factors in marketing. The marketing planning is basically a systematic process that involves analysis of resources and opportunities in marketing, determining the objectives of marketing, and then developing implementing and controlling the plan of marketing. The marketing plan is one of the critical success factors for marketing as it is the main base for marketing strategies and it clarifies the elements of marketing at the initial phase (Finne and Grnroos, 2009). A broader perspective is drawn with the help of the marketing plan and the planning helps in transforming the idea into a financially viable proposition. In a dynamic market, it is essential and necessary that some degree of planning is conducted. Planning helps in identifying the source of competitive advantage, setting the strategies and objectives, acquiring resources etc (Kolassa, 2015). The two toolkits which are marketing planning toolkit and social marketing toolkit can help in the planning process for marketing. Marketing Communication: Marketing communication is another critical success factor in marketing. Marketing communications are basically the messages that are communicated within the market by using the related media by the organisation. In the marketing mix, marketing communication can be referred as the promotion part. It is also referred as the strategy that is utilised by the organisation for reaching the market that has been targeted through various communication types (Keegan, 2012). The marketing communication is very important and one of the critical success factors as the organisation communicates with the consumer by using various strategies in order to educate them about the effectiveness of the product or services offered to them by the company. Effective use of marketing communication can significantly help in achieving the goals and objectives of marketing. The two toolkits which are marketing planning toolkit and social marketing toolkit can be an effective measure of establishing communicatio n with the consumers. Internal Resources: The internal resources are another critical success factors in marketing. The internal resources are basically the resources that are available to an organisation internally. The internal resource can be physical or it can be in terms of the capability of the organisation. The internal resource may include the managerial capability of the managers for conducting and executing the marketing strategy, the available financial resource to the company for financing the plans, the skills of the employees and know-hows etc (Kotler and Keller, 2012). These are all internal resources of an organisation and also critical success factor for the success of marketing. The tools are used after assessing the internal resource of the organisation. The planning tool assesses the internal resources and then implements policies and the same is done in case of social marketing. Evaluation Management Control System: The evaluation and the management control is another critical success factor for an organisation. In order to understand whether the organisation is working effectively or not, it is very important evaluate the marketing strategies that are implemented by the organisation for branding itself in the market and attracting the customers. There can be various issues that can be faced by the organisation while implementing the strategies or the policies. Thus it is very important to execute effective control process for continuously fine tuning and adjusting in order successfully achieve the goals and the objectives (Kotler and Keller, 2012). Thus it can be said that effective evaluation and control process can help in achieving the desired goals of the company. The effectiveness of the planning tool and the social marketing tool depends on the evaluation and management control system. Product Development (Capabilities): Product development capability of an organisation is another crucial success factor for an organisation. New product development can be referred as process of developing and introducing new product in the industry. It is one of the opportunities for the firm to capture market share in the industry (Marketing-schools.org, 2015). Here it can be said that, the development of a new product can be very difficult especially for the small business enterprises. The main reason for such difficulty is due to the requirement of the resource, technology and skill to execute the new idea into the market. It is very important to launch the product using effective marketing strategy for achieving the goals and objectives (Miller, 2002). Customer / Needs: The needs of the customers can be a critical success factor as well. The customers are the main source of the demand. That means after the demand for the product is generated, the firms supply the products according to forecast of demand in the market. Thus the needs of the customers are another critical success factors. The organisations can utilise the needs and can also generate the needs and demand with the help of effective advertising and promotional tools. The customers needs and wants are researched with the help of social marketing and marketing planning tool and the various steps are undertaken. Strategies: The strategies that are implemented by an organisation in order to achieve the goals and objectives are also the critical success factors for the company. It is known that the strategies are basically the plans for achieving the main objectives and goals of a company in the presence of uncertainty. The tactics or the subset of skills can be incorporated in the strategies for achieving the goal. Thus effective marketing strategies are referred as one of the critical success factors (Shankar and Carpenter, 2012). The social marketing and the marketing planning tool implements various strategies for achieving the goals and objectives of the organisation. The Marketing Audit Tools: Marketing audit toolkits are very important in order to identify or benchmark the marketing practices of an organisation. The marketing audit toolkits are basically designed for providing with the required tools and a set of valuable resources that can be used for promoting the benefits of the organisation. Here two marketing audit tools can be discussed and compared. The two marketing toolkits are Social Marketing Toolkit by FINRA Investor Education Foundation and The Marketing Planning Toolkit for small businesses that are provided by the Chartered Institute of Marketing. Toolkit 1: The Marketing Planning Toolkit for Small Businesses: The marketing planning toolkit that is provided by the Chartered Institute of Marketing is one of the diagnostic audit tools for small business units. The toolkit can help in the planning process of marketing for the small companies in the industry and it can also identify whether the organisation has the capability to compete in the industry with the help of the marketing strategies implemented by the firm (The Chartered Institute of Marketing, 2009). The capability audit tool can also help in addressing the gap in the internal competencies and then the planning process of marketing can be implemented. Here it can be said that the gap measures the marketing capabilities of an organisation and that there can be excess capacity within the organisation that can be utilised for the growth of the organisation (Volkov, 2005). Thus the toolkit can help in addressing the gap and the benchmark can be reached by the organisation. Toolkit 2: Social Marketing Toolkit: Social Marketing Toolkit can also be used for addressing the capabilities and the gap in the capabilities for an SME. In recent years the social marketing has been one of the effective tools for addressing the needs of an organisation and for achieving the success in the market. Thus it can be said that the social marketing toolkit is used for assessing the effectiveness of various marketing strategies of a small enterprise (FINRA Investor Education Foundation, 2002). The toolkit is also an effective tool for identifying the gaps in the capability (Westwood, 2011). Comparison of the Toolkits: The Marketing Planning toolkit first identifies the how the marketing principles can help an organisation in the industry so that it can achieve the competencies and the competitive advantage from other competitors and it basically focuses on the small and medium businesses. It can also provide several critical success factors (The Chartered Institute of Marketing, 2009). The main critical success factors that can be identified in the marketing audit are marketing communications, product development, evaluation management control system, internal resources, customer needs and strategies. In the toolkit the external and the internal factors are identified that can affect the capability of the organisation in executing the marketing decisions. The external factors that are identified by the toolkit include the understanding of the customer needs and the assessment of the marketing condition. It is very important to estimate the market and evaluate the product on the basis of the marke t like whether the product is a star, a cash cow, a question mark or a dog (The Chartered Institute of Marketing, 2009). This helps in making appropriate product development and brand establishment planning that can help in the success of the organisation. Here the 80-20 rule can also be taken into consideration. It is stated that in operations, 80% of the issues are found in 20% areas (Wood, 2011). Thus it is very important to identify the 20% area and take preventive measures. Understanding the market conditions and marketing are also a part of the external factor evaluation that can be assessed with the help of various tools like PESTEL and Porters five force model. The external factor analysis can also include understanding the targeting, positioning and the sales effectiveness. The internal factors are also analysed in terms of assessing the planning process, core marketing competencies of the firms. Certain key elements that are considered in this toolkit for marketing plannin g are public relations, advertising, personal selling, packaging and direct marketing. The toolkit can help in estimating the action plan for the company (The Chartered Institute of Marketing, 2009). On the other hand the social marketing tool helps in applying the commercial marketing technologies for the analysis evaluation, execution and the planning of various programmes that are specifically designed for influencing the target audiences behaviour towards the product or the services. In case of downstream social marketing, the behaviour of the people are identified and influenced and upstream social marketing affects the behaviour of the suppliers other businesses and the government. In the social marketing audit it is examined how the issues are framed and the project goals are designed keeping in mind the overall objectives of the business units. The main aim of social marketing is influencing the decision making of the consumers. The critical success factors that are identified in the toolkit are planning, marketing communications, product development, evaluation management control system, internal resources, customer needs and strategies. Various tools are provided in th e toolkit for internal and external market analysis (FINRA Investor Education Foundation, 2002). The situation analysis is performed where the market attractiveness analysis, customer analysis, competitor analysis, self-assessment and performance analysis is conducted. Conclusion: In conclusion it can be said that the marketing management is one of the major functions that are performed by SMEs and every other organisation at present. In this assignment the critical success factors in marketing are identified and it is also discussed how the factors can help in achieving the goals and objectives of an organisation. Here two diagnostic toolkits of marketing are also discussed and compared in terms of their functions and how these toolkits can help in increasing the marketing efficiency of the organisations. References: Chaffey, D., Ellis-Chadwick, F. and Chaffey, D. (2012).Digital marketing. Harlow: Pearson. Clow, K. and Baack, D. (2012).Cases in marketing management. Thousand Oaks, Calif.: SAGE. Finne, . and Grnroos, C. (2009). Rethinking marketing communication: From integrated marketing communication to relationship communication.Journal of Marketing Communications, 15(2-3), pp.179-195. 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