Marketing and Reflective Thinking free essay sample

Distribution decisions can sometimes give a product a distinct position in the market. The choice of retailers and other intermediaries is strongly tied to the product itself. Manufacturers select mass merchandisers to sell mid-price-range products while they distribute top-of-the-line products through high-end department and specialty stores. The firm’s sales force and communications decisions depend on how much persuasion, training, motivation, and support its channel partners need. Whether a company develops or acquires certain new products may depend on how well those products fit the capabilities of its channel members. Some companies pay too little attention to their distribution channels. Others, such as FedEx, Dell Computer, and Charles Schwab have used imaginative distribution systems to gain a competitive advantage. Functions of Distribution Channels Distribution channels perform a number of functions that make possible the flow of goods from the producer to the customer. These functions must be handled by someone in the channel. We will write a custom essay sample on Marketing and Reflective Thinking or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Though the type of organization that performs the different functions can vary from channel to channel, the functions themselves cannot be eliminated. Channels provide time, place, and ownership utility. They make products available when, where, and in the sizes and quantities that customers want. Distribution channels provide a number of logistics or physical distribution functions that increase the efficiency of the flow of goods from producer to customer. Distribution channels create efficiencies by  reducing the number of transactions  necessary for goods to flow from many different manufacturers to large numbers of customers. This occurs in two ways. The first is called  breaking bulk. Wholesalers and retailers purchase large quantities of goods from manufacturers but sell only one or a few at a time to many different customers. Second, channel intermediaries reduce the number of transactions by  creating assortments—providing a variety of products in one location—so that customers can conveniently buy many different items from one seller at one time. Channels are efficient. The  transportation and storage of goods  is another type of physical distribution function. Retailers and other channel members move the goods from the production site to other locations where they are held until they are wanted by customers. Channel intermediaries also perform a number of  facilitating functions, functions that make the purchase process easier for customers and manufacturers. Intermediaries often provide  customer services  such as offering credit to buyers and accepting customer returns. Customer services are oftentimes more important in B2B markets in which customers purchase larger quantities of higher-priced products. Some wholesalers and retailers assist the manufacturer by providing  repair and maintenance service  for products they handle. Channel members also perform a  risk-taking  function. If a retailer buys a product from a manufacturer and it doesn’t sell, it is â€Å"stuck† with the item and will lose money. Last, channel members perform a variety of  communication  and  transaction  functions. Wholesalers buy products to make them available for retailers and sell products to other channel members. Retailers handle transactions with final consumers. Channel members can provide two-way communication for manufacturers. They may supply the sales force, advertising, and other marketing communications necessary to inform consumers and persuade them to buy. And the channel members can be invaluable sources of information on consumer complaints, changing tastes, and new competitors in the market. The Internet in the Distribution Channel By using the Internet, even small firms with limited resources can enjoy some of the same competitive advantages as their largest competitors in making their products available to customers internationally at low cost. E-commerce can result in radical changes in distribution strategies. Today most goods are mass-produced, and in most cases end users do not obtain products directly from manufacturers. With the Internet, however, the need for intermediaries and much of what has been assumed about the need and benefits of channels will change. In the future, channel intermediaries that physically handle the product may become largely obsolete. Many traditional intermediaries are already being eliminated as companies question the value added by layers in the distribution channel. This removal of intermediaries is termed  disintermediation, the elimination of some layers of the distribution channel in order to cut costs and improve the efficiency of the channel. COURSE DESCRIPTION The course is an introduction to the language and issues of marketing with an emphasis on learning to develop responsive marketing strategies that meet customer needs. The course focuses on basic marketing concepts, the role of marketing in the organization, and the role of marketing in society. Topics include market segmentation, product development, promotion, distribution, and pricing. Other topics, which will be incorporated into the course, are external environment (which will focus on integrative topics with marketing, such as economics, politics, government, and nature), marketing research, international/global marketing with relevance to cultural diversity, ethics, and the impact of technology on marketing. COURSE PERSPECTIVE We all have many experiences with marketing from the viewpoint of the consumer. In this course, we will take the perspective of the marketing decision maker. The students will learn that there is much more to marketing than they might have expected. From the textbook, participation assignments/homework, and class discussions, students will learn about the decisions that marketers must make and tools/frameworks that will assist them in making those decisions effectively. By the end of the course, they should understand the complexity and challenges associated with making marketing decisions as well as ways to design effective marketing strategies. On the practical side, this new understanding of marketing should make each of student a more knowledgeable consumer. COURSE LEARNING GOALS AND OBJECTIVES Accordingly, the course emphasizes the following: To analyze the role of marketing within the firm and society. To expose the two parts of a marketing strategy: the target market and the marketing mix. To study the four basic variables in the marketing mix: product, promotion, price, and distribution. To exercise analytical, communication, and presentation skills (through use of technological aids, such as Microsoft Word, PowerPoint, and the Internet)—the basic tools of marketing. COURSE STRUCTURE An effective way to help students learn about marketing is the actual creation of a marketing plan for a product or service. This project is designed to accomplish such a task. The class will be divided into groups (five student’s maximum per group), each group will decide on a â€Å"fictional† consumer product or service they wish to bring to market. During the course of the semester, each of the elements of the marketing plan, coordinating with the text chapter, will be due for review. See the attached schedule for when the specific information is due. Each submission will be reviewed and presented with suggested areas for improvement, for more detailed study, or if acceptable, allow the students to proceed to the next phase in development. At the end of the semester, each group is to present their entire marketing plan to the class. METHOD OF INSTRUCTION The course is highly interactive between the class and the instructor. Through case studies/presentations, problems, and specific company client activities, students will have the opportunity to use the concepts, ideas, and strategies presented in class. Problem-solving sessions occur in both individual (primarily) and team (occasionally) settings. This course will incorporate a lecture and project-based approach to the teaching of marketing. The textbook will be used as a reference point for the discussion(s) of the marketing plan project. Students are encouraged to read and inculcate the major principles found in the textbook. The eminent Dutch psychologist, management researcher, and culture expert Geert Hofstede, early in his career, interviewed unsuccessfully for an engineering job with an American company. Later, he wrote of typical cross-cultural misunderstandings that crop up when American managers interview Dutch recruits and vice versa: â€Å"American applicants, to Dutch eyes, oversell themselves. Their CVs are worded in superlatives†¦d uring the interview they try to behave assertively, promising things they are very unlikely to realize†¦Dutch applicants in American eyes undersell themselves. They write modest and usually short CVs, counting on the interviewer to find out by asking how good they really are†¦they are very careful not to be seen as braggarts and not to make promises they are not absolutely sure they can fulfill. American interviewers know how to interpret American CVs and interviews and they tend to discount the information provided. Dutch interviewers, accustomed to Dutch applicants, tend to upgrade the information. To an uninitiated American interviewer an uninitiated Dutch applicant comes across as a sucker. To an uninitiated Dutch interviewer an uninitiated American applicant comes across as a braggart. 1 Cultural differences, while difficult to observe and measure, are obviously very important. Failure to appreciate and account for them can lead to embarrassing blunders, strain relationships, and drag down business performance. And the effects of culture persist even in life-and-death situations. Consider the example of Korean Air’s high in cidence of plane crashes between 1970 and 2000. As an analysis of conversations recorded in the black boxes of the crashed planes revealed, the co-pilots and flight engineers in all-Korean cockpits were too deferential to their captains. Even in the advent of a possible crash, Korean Air co-pilots and flight engineers rarely suggested actions that would contradict the judgments of their captains. Challenging one’s superior in Korea was considered culturally inadequate behavior. 2 The Korean Air example is particularly noteworthy for two reasons. First, if national culture can have significant – not to say existential – consequences among people of the same cultural origin, we need to be very cautious in how we deal with national cultural differences in cross-border interactions. Second, it is interesting to note that the attitudes and behaviors revealed by Korean Air co-pilots and flight engineers persisted in such a highly regulated environment like commercial aviation. National culture shapes behavior and this influence reaches beyond administrative attributes such as governmental policies, laws and public institutions. Therefore, this note focuses on how the influence of culture materializes and how cultural differences affect the operation of firms around the globe.

Essay Topics - What GED Essay Topics Should Students Be Looking For?

Essay Topics - What GED Essay Topics Should Students Be Looking For?GED essay topics have changed from what they were several years ago, as the college writing process is moving forward. These changes reflect the fact that students are looking for fresh ways to write and evaluate their own abilities. This article will focus on some of the changes that have been taking place and how students should be considering them.First of all, students can use the flexibility of the new 'best practices' as a way to make their essays better. These 'best practices' are the rules that the College Board has imposed on the essays and the questions they have created to test them. One change that I will mention in this area is that there is now a 'short answer' to the essay question. Instead of starting with a long description of your major, the College Board now provides a specific response for this question.This is a good change because students now have more options when it comes to how they organize their essay topic. Students can now use a specific response and write about how their classes or the major offer opportunities that fit into the larger picture.Another major change is that there is a new format that is available for essay topics. These topics are very similar to the categories that most students are familiar with, but there are also a few minor differences in order to better represent the way students are expected to work.In addition to this, I believe this change is a way for the College Board to better track students so that they can continue to review the transcripts for the subjects they have previously completed. The College Board will also be able to see what questions are on students' transcripts and how much time students spent on the subjects that they are currently studying.Finally, this year's essay topics seem to focus on college-level writing. Although there were quite a few resources for students who were interested in writing for this level, these ne w essay topics are a much different experience. Many of the topics will require students to do research and provide substantial analysis.Overall, I believe the new essay topics are a great way for students to enjoy writing about their own experiences and to expand their writing skills. After all, students want to be tested and evaluated based on their skills and knowledge, not their grades. Even if they did get high grades, students would be hard pressed to explain why they are superior to other students who received lower grades for the same course of study.It's time for students to use the information and templates that are provided for their specific academic needs. For example, students can now use the short answer concept to demonstrate that they can successfully organize their thoughts and their topic. The College Board is very clear about the rules and the expectations that are in place for students who want to be successful in their studies.

Happy Birthday Wishes That Make Dreams Come True

Happy Birthday Wishes That Make Dreams Come True Douglas Horton said, If wishes were fishes, wed all be throwing nets. If wishes were horses wed all ride. However, on your birthday, you are entitled to make a wish. It is believed that if you make a silent wish as you blow the candles on your birthday cake, your wish will come true. The History of Birthday Wishes The tradition of putting candles on a birthday cake dates back to early Greek civilization. In ancient times, the Greek lit candles on the cake offered to the Moon Goddess, Artemis. They believed that the smoke emanating from the blown candles carried the prayers to heaven, and these prayers were answered. It was also believed that blowing out candles in one breath brought good luck. The tradition of blowing candles continues even today. The Meaning of Birthday Celebrations But birthday celebrations have become far too elaborate and laborious. Today, it is no longer just about cakes and candles; it is also about exotic party venues, theme birthdays, and expensive goody bags. Let us not forget the significance of birthday celebrations. The presence of your loved ones on your birthday makes you feel cherished. You cannot measure their love with the budget of the birthday party. Even a simple birthday celebration or a heartfelt birthday wish should make you feel blessed. Whether it is your 18th or 60th birthday; whether you have a simple or an elaborate celebration, you are lucky to share this special occasion with your near and dear ones. Birthdays bring families and friends closer and keep you smiling throughout the year. Birthday Wish Quotes Convey warm birthday wishes to your dear ones with these happy birthday wishes. A warm hug, a loving birthday wish, and blessings make birthdays memorable. George HarrisonAll the world is birthday cake, so take a piece, but not too much. Pablo PicassoYouth has no age. Tom StoppardAge is a high price to pay for maturity. Franz KafkaYouth is happy because it has the ability to see beauty. Anyone who keeps the ability to see beauty never grows old. George SantayanaThere is no cure for birth and death, save to enjoy the interval. William Butler YeatsFrom our birthday, until we die,Is but the winking of an eye. Tom WilsonWisdom doesnt necessarily come with age. Sometimes age just shows up all by itself. Anthony PowellGrowing old is like being increasingly penalized for a crime you have not committed. Marie DresslerIt is not how old you are, but how you are old. Gertrude SteinWe are always the same age inside. Chinese ProverbA diamond cannot be polished without friction, nor a man perfected without trials. Muhammad AliAge is whatever you think it is. You are as old as you think you are. Irish BlessingMay you live as long as you want and never want as long as you live. Chili DavisGrowing old is mandatory; growing up is optional. Anna MagnaniPlease dont retouch my wrinkles. It took me so long to earn them. Leo RosenbergFirst, you forget names, then you forget faces, then you forget to pull your zipper up, then you forget to pull your zipper down. Jack BennyAge is strictly a case of mind over matter. If you dont mind, it doesnt matter. Robert FrostTime and tide wait for no man, but time always stands still for a woman of thirty. Frank Lloyd WrightThe longer I live the more beautiful life becomes. Christina RossettiMy heart is like a singing bird. Because the birthday of my life is come, my love is come to me.

Patterson Surname Meaning and Origin

Patterson Surname Meaning and Origin The common surname Patterson  most often originated as a  patronymic name meaning son of Patrick. The given name Patrick derives from the Roman name Patricius, which meant nobleman in Latin, denoting a member of the patrician class or Roman hereditary aristocracy. In County Galway, Ireland, Patterson was a surname often taken by bearers of the Gaelic name Ó Caisà ­n, meaning descendant of Caisà ­n  from the Gaelic casn,  or little curly-headed one. ​Surname Origin: English, Scottish, Irish Alternate Surname Spellings: Patrickson, Paterson, Patersen, Pattersen, Batterson Famous People James Patterson - American best-selling authorCarly Patterson - 2004 Olympic All-Around Gymnastics ChampionJohn Patterson - American manufacturer who helped popularize the modern cash register   Genealogy Resources If youre interested in connecting with others who share the Patterson surname or in learning more, the following resources can help: Most Common U.S. Surnames and Their Meanings: Smith, Johnson, Williams, Jones, Brown... Are you one of the millions of Americans sporting one of these top 250 common last names from the 2000 census?Patterson DNA Project: An annual publication issued under the authority of the Barnes Family Association. Several volumes are available for free viewing from Internet Archive.Patterson Family Genealogy Forum: Search this popular genealogy forum for the Patterson surname to find others who might be researching your ancestors, or ask your own question about your Patterson ancestors.FamilySearch: Discover historical records and lineage-linked family trees posted for the Patterson surname and its variations.Patterson Surname and Family Mailing Lists: RootsWeb hosts several free mailing lists for researchers of the Patterson surname. Sources Cottle, Basil. Penguin Dictionary of Surnames. Baltimore, MD: Penguin Books, 1967.Menk, Lars. A Dictionary of German Jewish Surnames. Avotaynu, 2005.Beider, Alexander. A Dictionary of Jewish Surnames from Galicia. Avotaynu, 2004.Hanks, Patrick and Flavia Hodges. A Dictionary of Surnames. Oxford University Press, 1989.Hanks, Patrick. Dictionary of American Family Names. Oxford University Press, 2003.Smith, Elsdon C. American Surnames. Genealogical Publishing Company, 1997.

China (1000-1600CE) economic Research Paper Example | Topics and Well Written Essays - 1000 words

China (1000-1600CE) economic - Research Paper Example Moreover, the production of coal was also increased and this was because an estimated one million households were using it every day for heating purposes.1 In those centuries, the light industry also continued to prosper in China and it included the making of porcelain, the building of ships and the textile industry. The making of textiles especially grew considerably and many families worked in this industry and depended on it to make a living.2 The rate of urbanization also increased as people realized that it was in the cities that wealth could be made. Several industries were heavily regulated by the government and these included the production of sulphur, which was a crucial ingredient in the production of gunpowder, which was then a new weapon component. The other industry that was under the government monopoly was the tea industry, whose revenues the government used to fund the equipment of its military. As for agricultural development in that period, there were great agricult ural advancements and this was because the government encouraged and sponsored irrigation projects, which increased the amount of land that could be cultivated. Furthermore, the government often encouraged the peasants to cultivate more land so that they could produce enough food for themselves and the surplus could be kept for emergency purposes. A large variety of crops were cultivated and these included rice, which was a staple, and other specialized crops such as oranges and sugarcane which tended to be planted alongside rice. Many peasants sold the surplus of the food they had produced, and they further added to this income through the making of sculptures among other handicraft, and this ensured that they had a steady income to enable them to live comfortably. It was during this period that a new breed of rice, called champa, was introduced in China, which had more yields than the other types of rice planted before, and this ensured the food security of the entire population o f this state for a long time to come.3 The structure of agricultural production also changes in such a way that, whereas before agriculture had either been dominated by the land owning aristocracy or self-sufficient peasants, in this period, agricultural production came to be dominated by a non-aristocratic land owning class. In this system, most of the farmers did not own the land, which they farmed, and instead, they were tenants to these new landowners. Commercial development. The merchant class of this time had become more sophisticated than its predecessors and not only was it well organized, but it was also very much respected in the Chinese society. These merchants through their business ventures managed to accumulate great wealth and it is said that this wealth even rivaled that of the educated class government officials. Many merchants were members of guilds, which were organized according to the sort of products they put on the market. Those tended to set the costs of the particular products that they sold.4 In the urban areas of China, the privately owned businesses dominated the markets in these cities. The most successful businesses in this period tended to be family owned enterprises and these experienced a fair amount of success as the quality of products from particular businesses was well known by their customers. The government’s lifting of all restrictions to trading activities greatly enhanced the

Philosophy Essay Example | Topics and Well Written Essays - 750 words - 49

Philosophy - Essay Example Nevertheless, in this paper I would like to focus on the idea that affected me the most. By far, the teaching of Kant is something that opened my eyes on may different things. That is why I would like to analyze some of the elements of it and show how they were able to affect me. To begin with, I would like to note that the concept of every acts being treated as a potential for universal law was truly impressive. I would have never thought about my actions from this point of view. Indeed, prior to the course I knew that some of the actions that I did were ethical and some of the actions were not completely ethical; nevertheless, I never thought that each of them should be critically evaluated in such a rigid manner. I was surprised to discover the idea that turning any action into a universal law may serve as a suitable measure of an action. At first, I was surprised and did not think that it would help me. However, gradually I came to the understanding that this is a rather useful approach. It helps people to concentrate and what it right and not make mistakes in life. The next concept of Kant’s teaching that affected me much was the concept of good will. According to the above mentioned position, treating every action is as potential universal law is not enough: it is important to make sure that the person who performs it has a good will. Indeed, the latter is a rather obvious concept; nevertheless, it is rather difficult to define it correctly as there are many aspects that should be taken into consideration, making sure that none of them is omitted, but when it is done, it is evident that the absence of good will is one of the major determinants of a moral action. All this results in the understanding that evaluating the consequences of an action may not be fully reliable when it comes to assessing an action. I believe that such approach affected me a lot since it urges me to think about the subjective

Recruitment and Selection Process

Recruitment and Selection Process Introduction Employees are one of the most important resources of any business, and so it is important for organisations to have a thorough recruitment and selection process. This is to ensure that the best possible candidate is recruited to the post. There are many different aspects to consider during the recruitment and selection process, and this essay considers the issues that an organisation should consider as they search for candidates to recruit. The responsibility for recruitment and selection lies predominantly with a Human Resources (HR) department (Armstrong and Taylor, 2014, p.248), although in many organisations it is common for functional department heads to be involved in the process to ensure that technical considerations are assessed during recruitment and selection. Organisations also face the decision as to whether it is preferable to recruit internally or externally, and there are advantages and disadvantages to both approaches. There are also legal considerations associated with recruitment and selection which it is imperative that an organisation adheres to (Aylott, 2014 p.11). Accordingly, this essay presents a logical assessment of best practice in recruitment and selection on a life-cycle basis, beginning with job skills analysis and concluding with the final selection process. Best Practice in Recruitment and Selection Torrington et al., (2011, p.157) explain that the first steps in recruitment should be pragmatic and straightforward. It is important for the HR department to know how many people they need to recruit, and the skills and capabilities that they must possess. The easiest way to address this problem is to conduct a job skills analysis, carefully considering the content and requirement of job functions including an assessment of technical skills and also intangible or softer skills such as communication, innovation or sales ability. Ideally job skills analysis should be incorporated with a strategic assessment of HR requirements so that the organisation can be confident that they have the necessary skills contained within the human capital of the business to achieve long-term organisational objectives (Rivera, 2012b, p.75). Lievens and Sackett (2012, p.463) also recommend a job skills matrix to assess the future potential capability of job functions and to link this to future employee development opportunities. This is a matrix which lists the skills of employees against the skills the organisation requires or would like in the long term. Having assessed the functions of job roles it is then necessary to create a job description and also a person specification. These are two distinct documents although they are often prepared together (Armstrong and Taylor, 2014, p.250). The job description describes the technical functionality of the role, being as precise and detailed as possible. The person specification addresses the intangible aspects of job functionality to ensure that any potential recruit will fit comfortably within the organisation and has the skills and attributes which the organisation requires. Wilton (2013, p.158) emphasises that it is important for there to be a good fit between an employee and the organisation, so that the employee feels comfortable in their job role and performs to the best of their ability. Once the job description and person specification have been developed it is then possible to advertise the job role as the first stage in actual recruitment. At this point the organisation must decide whether they should recruit internally or externally. Phillips and Gully, (2009, p.18) explain that internal recruitment can be beneficial for a number of reasons. These include offering current employees opportunities for promotion or personal development, which is proven to motivate employees by demonstrating that there is an opportunity for career progression. Also, recruiting internally can be considered as a lower risk because the organisation is already familiar with the skills and capabilities of the employee. From a pragmatic perspective internal recruitment is also more cost-effective and quicker, so it is easier to fill the job role with less risk to the business. However, disadvantages to internal recruitment can include resentment on the part of employees who are not selected for the role (Phillips and Gully, 2009, p.20). Also, it may be the case that the organisation is looking for specific skills in order to expand the business, and no employees already in the firm have this necessary experience or skill. In these instances it is therefore necessary to recruit externally. External recruitment can be more challenging. In the first instance it is necessary to determine whether the organisation will use in-house procedures for external recruitment, or alternatively make use of external sources such as recruitment agencies or headhunters (CIPD, 2013, p.1). This decision is often based on a combination of financial considerations and organisational discretion. For example, if an organisation needs to recruit a large number of relatively junior roles then a recruitment agency may be the most appropriate approach. Recruitment agencies are likely to have a large number of potential candidates on their books, and they can undertake much of the necessary background checks and initial skills assessments. This can be a highly resource intensive process which organisations may not be able to manage effectively, hence paying recruitment agencies becomes preferable. Rivera (2012a, p.1000) notes that over time organisations can often establish relationships with preferred recruitment agencies so that the recruitment agencies become familiar with the job descriptions and person specifications, and this accelerates the process. Increasingly, organisations are also making use of online recruitment opportunities, and this is another way of reaching a wide group of potential candidates in a cost-effective manner (Girard and Fallery, cited in Boudarouk and Ruel, 2009, p.39). Alternatively, if it is a particularly high profile or specialist role organisations may wish to make use of headhunters. These are considerably more costly but can be appropriate if the role is senior or it is a new role which requires a particular skill set. Rivera (2012a, p.1001) explains that headhunters are more commonly used when there is a long lead time for more senior appointees and it is more important that they are a good cultural fit for the business. Furthermore, the more senior the role, the greater the potential risk to the business in terms of financial expenditure. Therefore it can be preferable to use external sources to find the most appropriate candidates. As noted previously there are also legal considerations as part of the recruitment process. These commence with the advertising of the job role, which under UK and EU legislation must be entirely non-discriminatory (Aylott, 2014, p.66). This includes wording of the advert for the role, and also the actual process of recruitment which must be entirely fair and transparent. This is another reason why headhunters and recruitment agencies can be beneficial, as they can help to ensure adherence to legislation and regulation in this area. It is also worth noting that there are changes in progress within the regulation in this area meaning that candidates shortlisted for more senior roles must demonstrate gender parity (Aylott, 2014, p.67). Hence, headhunters can be helpful for drawing up shortlists prior to the next stage of recruitment. Having drawn up a shortlist of potential candidates, either internally or externally, the next step in the process is to narrow down this shortlist. There are a number of possible means of doing this which can include interviews, psychometric testing and assessment centres (Breaugh, 2013, p.395). As might be imagined, each of these approaches has advantages and disadvantages, and it is also not uncommon to utilise these techniques in combination. The decision as to which type of recruitment method to adopt depends on the nature of the job role and the potential risks associated with the job function (Hall et al., 2013, p.358). In any event, it is absolutely imperative to ensure that there is complete fairness and transparency in the recruitment and selection process, not only because of the need to adhere to legislation and regulation, but also to ensure that each candidate has a fair experience. This is because this has implications for long-term recruitment and selection of high calibre candidates (CIPD, 2013, p.1). Guion (2011, p.9) explains that interviews remain as one of the most common forms of assessment when determining whether a candidate would be suitable for a job function. The length and intensity of the interview depends on the nature of the job function. As alluded to above, it is commonly the case that recruitment and selection is the responsibility of the HR department, although it is often the case that functional department heads are involved in the process to assess the technical competence and capability of the candidate. In any event the potential candidates should be assessed against the job description and person specification (as described above) and during the course of the interview it is sensible to take notes so that at a later stage the shortlisted candidates can be compared to one another (Chapman and Webster, 2003, p.117). For some more senior roles it may be the case that more than one interview is conducted with different members of the organisation. Kline (2013, p.25) acknowledges that although interviews are very popular, there can be concerns with unintended preference, a concept known as the golden halo effect. This occurs when the interviewers subconsciously prefer candidates who they considered would be a good cultural fit. This is why it is important to have complete transparency in the interview process. Psychometric testing and aptitude testing are also extremely popular techniques for assessing potential candidates during the selection process. Suff (2012, p.9) explains that aptitude testing is an assessment of the numerical, verbal, and general logical reasoning capability of an individual. Psychometric testing is more intensive and includes an assessment of personality traits. Psychometric testing is not an exact science, but over time a large body of empirical data has been gathered which helps to increase the reliability of such testing. Generally speaking psychometric tests are a useful indicator of underlying personality traits, and can be a good means of an organisation assessing whether an individual candidate would be a good fit for the business. Cushway (2014, p.26) explains that psychometric tests can be useful if an organisation is looking to recruit an individual with particular personality traits in order to help generate a cross functional team. In contrast, Suff (2012, p.10) suggests that psychometric testing is more valuable as a supporting indicator, along with other selection techniques such as interviews and assessment centres. Assessment centres are the most intensive form of employee selection. They typically comprise a number of small tests and presentations to simulate the likely working conditions and to assess how an individual performs under pressure and how they work in teams (Armstrong and Taylor, 2014, p.232). During the course of an assessment centre it is likely that the candidate will have to give a presentation, solve a problem with imperfect information (to simulate real-life), and also work in a team environment. Assessment centres are highly resource intensive but are considered to give the most accurate picture of how a candidate would be likely to perform if they were recruited to the organisation. The costs of running an assessment centre are high, so in the main they are reserved for more senior job functions, or for graduate recruitment schemes. They are also more commonly used by larger organisations that have the resources to maintain a talent management pipeline (McClean and Collins, 2011, p352). Stahl et al., (2012, p.35) believe that assessment centres can be somewhat artificial as all the candidates are aware that they are in competition for a defined number of job roles, and this may encourage them to distort their behaviour. Stahl et al., (2012, p.35) also believe that there is a greater risk of the golden halo effect during assessment centres as the assessors get to know candidates throughout the duration of the assessment centre. It is necessary to mention that references from previous employers or other respected individuals can play a small part in the recruitment and selection process. However, such is the nature of legislation relating to references, many organisations simply use them to verify that a candidate has been previously employed and that they do not have a tendency to high levels of sickness absence or any other obvious undesirable tendency, for example an extensive disciplinary record (Torrington et al., 2011, p.182). As references must be entirely factual, personal observations of the previous employers are generally not found in references in the UK. Some organisations may also wish for shortlisted candidates to undertake medical checks. This is likely to be more common in job functions where there is either a particular medical need for high levels of health and fitness because the job is particularly strenuous, or because the organisation has a long-term commitment to employee health and well-being. In either event organisations are only likely to take up references and ask for medical checks for candidates whom they believe they will offer the job post (Torrington et al., 2011, p.183). Once the organisation has decided who they will recruit, it is necessary to draw up a contract of employment, and to send a formal offer letter to the preferred candidate, setting out the terms and conditions of employment. Aylott (2014 p.112) observes that it is surprising how many organisations do not maintain good record-keeping in this regard, and it is imperative that if the candidate accepts the role they return a signed copy of the contract and terms and conditions. It is also good practice for an organisation to formally write to the unsuccessful candidates and briefly explain why they were not recruited for the post (CIPD, 2013, p.1). This helps to improve the overall candidate experience thus supporting the reputation of the organisation and wider marketplace. If job requirements change in the future, maintaining a good relationship with potential candidates makes it is much easier to offer them a job role in the future (Klotz et al, 2013, p.110). Finally, Aylott (2014, p.32) explains that under UK legislation, unsuccessful candidates may exercise the right to challenge why they were not recruited for the role. This is why it is important to maintain scrupulous records throughout the recruitment and selection process and demonstrate complete fairness and transparency. As it may be some time between acceptance of the job post and the candidate starting in the role, then this is a good opportunity for the organisation to prepare the new employees induction in advance. It is also best practice for an organisation to allow access to the employee handbook when recruiting an employee. A good induction is one where the new employees has the opportunity to meet their colleagues and receive basic training in aspects such as health and safety and organisational systems (Covert, 2011, p.9). This is entirely pragmatic as it is an opportunity for existing employees to meet their new colleague, and also to ensure that the new employee has a thorough grounding in the organisation so that they become rapidly embedded and are able to make a difference as soon as possible. This is often an issue for organisations as it can take time for new employees to become familiar with organisational culture. Therefore an induction is a good way of starting this process. Finally, the majority of new employees are likely to be operating under a probationary period in the first few months of employment. There are legal implications to this, meaning that it is important for an organisation to clearly set out their expectations for the new employee, and also to offer the employee as much help and support as possible in the early days of their employment (Cushway, 2014, p.34). It is in no partys interest for there to be a high turnover of staff. Not only because the recruitment and selection process is extremely costly and resource intensive, but also because it is also disruptive to an organisation and long-standing employees. Hence, it is preferable to invest the necessary level of resource, time and effort in recruiting the right employee in the first instance. Recommendations To summarise, the first steps in effective recruitment and selection are to establish the requirements of the job role, and also the preferred attributes of the individual who will eventually fulfil this role. It is important at this early stage to be as precise and as comprehensive as possible, and also to be aware of the need for transparency in the process. This is because the description and person specification not only form the foundation of the job advert, but also they become the benchmark against which potential candidates are assessed, and successful employees are measured (Guion, 2011, p.240). Although resource intensive, it is worthwhile to spend time and effort refining the job description and person specification. Once the shortlist of candidates has been prepared, either from internal or external sources, it is necessary to assess all potential candidates to determine their suitability for the role (Phillips and Gully, 2009, p.17). There are several alternative means of achieving this including interviews, testing and assessment centres. As elucidated above, there are advantages and disadvantages to all of these methods, and this is why it is often the case that more than one technique is used. It is important to reiterate the importance of transparency and fairness throughout the entire selection process. Having selected a suitable candidate the organisation should then formally write to the employee enclosing the employment contract and terms and conditions of employment (Aylott, 2014, p112). An organisation may also wish to take up references and ask the candidate to have a medical assessment. It is best practice to formally communicate non-selection to unsuccessful candidates, as this is not only helpful for maintaining organisational reputation, it may have future practical benefit. Throughout the entire process of recruitment and selection scrupulous record-keeping is strongly recommended. Once a candidate has accepted a position of employment, it is then good practice to offer an induction period. This helps the new employee to settle in, and helps to increase productivity and reduce employee turnover. Conclusions This essay has set out the current recommended best practice in respect of recruitment and selection. It has illustrated the complexity and resource intensive nature of the process, and also emphasised the importance of prior planning and preparation to ensure that the most suitable candidates are shortlisted for the role, and that they have the necessary skills and attributes. As has been discussed throughout the essay, there are a number of alternative methods for actually selecting a candidate for the job role, and the determination of which of these methods is used relies on the specifics of the job itself and also the long-term HR and human capital requirements of the organisation. 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