HUEC MGT - Exam #2 (Part 1) Flashcards
What is Negotiation?
→ Any interaction with a human!
- Two or more parties
- Offer, counteroffer
- Concessions
- Reach agreement
What is Collaborative Negotiation?
“win-win” negotiation – Sustains relationships! ;
-ONLY type that is really good for business negotiations
What is Competitive Negotiation?
- Do whatever it takes to win, regardless of relationships or means of achieving;
- Winner takes all negotiation → Can damage relationships
What makes a good negotiator?
- Planning skills
- Integrity → honest and fair
- Verbal Clarity
- Thinking under stress
- General Practical Sense
- Ability to gain respect→ Need to get people to listen!
- Team leadership skills
- Tact
- Ability to exploit power
- Open mind
- Professional standards
- Product knowledge
- Self-Confidence
- Persistence
- Insight
What is NOT a necessity to be a good negotiator?
**POSITION and EDUCATION level were NEVER included
What are Negotiation Skills?
- Developing ability to resolve disputes, conflicts;
- Effective = must be willingness to work with other people to reach solution everyone can live with
What is the key to effective Negotiation?
- Communication!
1. SPEAKING
2. LISTENING
3. UNDERSTANDING
What is involved in Speaking?
-Explanation of problem from each perspective
-Facts;
-Feelings
oWhat are you interests?
oWhat do you have to gain?
oWhat can you lose?
-First person
-Think through what will be said!
What is involved in Listening?
- ACTIVE process → Need to focus on other person and understand what they are saying! Required to determine cooperative solutions ;
- Concentrate on other person → Good eye contact, positive and open body language;
- Encourage other to share thoughts and feelings → Don’t be the “first” person to talk ;
- Give feedback;
- Maintain eye contact;
- Repeat understanding of what is said
What indicates Understanding during negotiation?
- Common understanding of each side
- Body language
- Facial expressions
- Hand gestures
- Degree of eye contact
What is PRE-Negotiation Planning?
- PREPARE, PREPARE PREPARE;
- Need to be prepared and know what you are going into;
- Negotiators with high aspirations consistently outperform those with low aspirations.;
- Think thorough and practice the conversation!;
- Need to be fluent in the conversation before it occurs
What saying is typically associated with Negotiation?
- “Knowledge is Power”
- Pie = symbol
What might be included in PRE-Negotiation Planning?
- Expert involvement required?
- Research options/issues and precedence
- Understand motivators of stakeholders
- Know impact of each option
- Risk/opportunity assessment
- Timing
- Summarize pros and cons
- Cultural considerations
- Formulate strategy [based on research]
- Pre-meeting info dissemination
- Invite appropriate representative [with power]
- Set conducive agenda, facilities, time
- Plan for post negotiation action
- Plan for analysis of “lessons learned”
What are the Negotiation challenges in Dietetics Mgt?
- Manager/Employee
- Salary, benefits
- Manager/Supplier
- Price, delivery
- Manager/Union
- Collective bargaining
- Manager/Work Units
- Job responsibilities
Other Challenges?
- Staffing shortages …. Clinical, Foodservice
- “Make or Buy” decisions
- Trade-offs between Time, Costs and Quality … homemade rolls??
- Change Management
- Resource prioritizations … patient education materials? New foods for café?
- Budget cuts … Layoffs …. Who?
- Vendor Selection
- Work Space and equipment needs
- Staff Management strategies
- Family and Friends
- Other!
What Increases the effectiveness of a negotiation?
- Research other individual, position → KNOW who you are dealing with;
- Begin with positive overture;
- Address problems (not personalities);
- Pay attention to initial discussions and offers;
- Emphasize WIN-WIN!!!;
- Create trusting/open environment;
- TIP = Learn to read body language! → People can really disguise their tone of voice!
What are the components of face-to-face communication?
- Body language = 50%
- Tone of voice = 40%
- Words = 10%
What are the different types of Key Motivators?
- Tangible;
2. Less tangible
Tangible Key Motivators?
- Money;
- Workload, overtime, training, vacation;
- Contract issues
Less Tangible Key Motivators?
- Desire to be heard, needs acknowledged;
- Save face/look good;
- Resistance to change, fear of unknown;
- Desire to satisfy their boss;
- Biases, dislikes, political, ethnic ;
- Emotional
What are the CHALLENGES to handling emotions during negotiation?
- Anger/Exasperation
- Insulted
- Guilt
- False flattery
What are the RESPONSES to emotions during negotiation?
- Allow Venting, Probe for WHY;
- What would not be insulting?;
- Focus on issues;
- Re-focus
Tips for Handling Emotions
- Do not lose your cool ;
- Try to defuse with acknowledgement, empathy, patience, impartiality.;
- Deal with less emotional issues first;
- Know your own “Hot Buttons”;
- Practice!
What is involved in Win-Win Negotiation?
Practice!!;
- ESTABLISH RAPPORT, find common goals;
- Probe for understanding ;
- Beliefs, goals, win/win options;
- Hidden stakeholder motivators;
- Paraphrase for confirmation;
- Analyze outcomes/risks;
- Summarize agreement and next steps
Tips for Win-Win Negotiation
- If stalled, go back to agreement;
- Break up disagreement → Agree on one part!;
- Build on common ground;
- Avoid emotional responses (even if insulted);
- Think of what will be lost → If no agreement or can be made ;
- Consider interim options or postponement
How can providing alternatives HELP a negotiation?
Being PROACTIVE can… (Problem Seeker!);
- Help position = Having multiple offers or options can help you make your case! ;
- Makes you more flexible! And people are more willing to work with you
- Reduce wheel spinning;
- Speed decision making;
- Increase Executive appeal/credibility
What are the dangers of advancing with alternatives?
- Being premature, not well considered ;
- Intangible motivations not satisfied;
- Trust not established;
- Tip: maximize advanced dialogue with key interest groups
What are common pitfalls to avoid in Negotiating?
- Poor planning;
- Weak knowledge of key motivators! ;
- Poor handling of alternatives;
- Failure to pay attention to opponent;
- Impatience/ Poor timing;
- Allowing emotions to escalate;
- Negotiating with the un-empowered! → Only spend time negotiating with people who have the abilities to give you what you need and can make a decision! ;
- Poor close → Tell them, and then tell them what you told them!
What are the TIMING factors for negotiation?
- Minimize spontaneous negotiations;
- Watch for “bad” times to avoid;
- Seek adequate time slot;
- Take time establish rapport/ice break → Relationships matter!!;
- Establish common goals/understandings;
- Know when to be silent, “pause button”;
- Know when to close → Know when to walk away! Or when you’ve said all they are going to listen to. Don’t spin your own wheels. ;
- Know the effect of a delayed vs expedient;
- Be prepared to adjourn;
- Allow time for advanced review of key material
What is the main consideration for LOCATION of a negotiation?
- Seek a site conducive to negotiating…;
- Free from interruptions/distractions/noise → No busy meeting places; Comfortable all the way around ;
- Comfortable seating, temperature, lighting = Enough chairs Carpet, Windows;
- Appropriately equipped: flip chart, tables…;
- Culturally appropriate;
- Calming [soft tones];
- Light refreshments
Why should you “Know the Stakes” of a negotiation?
- Anticipate potential consequences, Worst Case”;
- Dig for hidden issues [“I already told my chefs that we are not buying premade ANYTHING” or “The Department Head wants it done this way” ]
What is Self Control in a negotiation?
- Be impartial when possible;
- Maintain emotional distance;
- Know how to defuse tension;
- Know your Hot Buttons….
What is Marketing?
- The management process responsible for identifying, anticipating and satisfying customer requirements profitably.;
- TO BE SUCCESSFUL, AN ENTERPRISE MUST BE AWARE OF MARKETING
What is the purpose or goal of marketing?
- Focus on identifying the NEEDS, WANTS, and DEMANDS of customers;
- Develop product/service to meet identified needs
What are the differences in Needs, Wants and Demands?
- Need – Things required for a state of well-being;
- Wants — socially accepted ways to meet needs;
- Demands — wants that are supported by RESOURCES that allow the wants to be fulfilled ($$$)
What is the Marketplace?
The setting or environment (MILIEU) in which goods are exchanged
What are the 5 Marketplace Perspectives or Views?
- Production Perspective
- Product Perspective
- Selling Perspective
- Marketing Perspective
- Social Marketing Perspective
What is PRODUCTION Perspective?
-The consumer will favor products that are readily available and affordable
EX: Group nutrition classes = more affordable than 1:1 consult!
What is PRODUCT Perspective?
The consumer will favor the product that has the most value, desirable features or best performance
What is the SELLING Perspective?
-Getting customer to purchase product;
-Active promotion;
-Convenience customer to buy not wanted or not needed
→ Direct promotion to consumers to introduce them to a product that was not being sought
What the MARKETING Perspective?
-Emphasis on consumers’ needs, wants, and demands;
-Customer-driven;
→ Determining the wants and needs of the target market and developing products to satisfy those needs
What is SOCIETAL MARKETING Perspective?
-Goes beyond meeting needs of consumer;
-Related to good of SOCIETY;
-Beer manufacturer promoting the designated driver;
-Cereal box with MyPlate;
- “Fruits and Veggies – More Matters”
→ Balancing the customers’ needs for satisfaction with the organizational goal of making profit while acting in the best interest in the society
What are the Marketing roles that might be assumed by a dietician?
- The MARKETER;
2. A CONSUMER
What might a dietician market?
MARKETER:
- Nutritional Services (Yourself);
- Services to Clients;
- Assessment, Education, Consultation;
- New products to clients or hospital = Enteral formula, Food supplies
What might a dietitian be a consumer for?
- New products from manufacturers (FNCE) = Enteral formulas, Food supplies;
- Middlemen: individuals or groups who work in distribution channel moving the product from producer or manufacturer to the consumer
What is Mass Marketing?
- Designed to appeal to the MAJORITY of the population;
- NO differentiation among subgroups;
- Pros → Gives product variety allowing for CHANGE in preference & need over time;
- Cons → Not as effective than if it were targeted to a certain subgroup of a population
What is Target Marketing?
*Appeals to a SPECIFIC subgroup of a population;
-Ex: Vitamin Supplements •Chewable for children •With iron for women •Liquids for infants •Formulated for senior citizens
What is the difference between a MASS market, and a TARGET market?
- MASS MARKET…the population at large w/o discriminating among population subgroups;
- TARGET MARKET…unique subgroup w/in the population
What are the the 3 part of Target Marketing?
- Market Segmentation
- Market Targeting
- Market Positioning
What is Market Segmentation?
- Categorize the market! (Age, Gender, Race, Income);
- Splitting market into groups with similar needs & characteristics → SPECIFIC to the product;
- Products & marketing activities tailored to needs of segments → “cookies for brunettes??”, don’t be too mutually exclusive! ;
- Segmented by lifestyle, geography, etc
What needs to be considered with Target Marketing?
“The market for products related to dietetics are limitless.”
- Traditional segments are well established.
- New markets are waiting to be discovered!
What is Market Targeting?
Now that you’ve divided the market into subgroups, it’s time to target a group!
What factors need to be considered when targeting a market?
- Size of market segment = Whole population? Or a Small Group?
- Anticipated growth = Is there room for growth?
- Competition product differentiation = Don’t try and produce something that someone down the road is already into
- Cost of resources required to develop & promote = Production and overhead are expensive → Choose ONE product
- Return on investment = Pricing strategy → Must be profitable!
What is Market Positioning?
- The target market has been established, the product has been customized to the market, now the product must be positioned!;
- Product Positioning + Market Positioning
What is Product Positioning?
How the customers perceive the product!
What is Market Positioning?
-Determining which characteristics are most important to the target market =
1. Presentation to market
Emphasize characteristics of product/service
2. Equating product/service with benefits → Market needs to under stand the benefits or the message related to your product!
What is Market Research?
Process of collecting data about customers and competitors;
- Involves PRIMARY and SECONDARY research;
- Why? =
1. To learn about potential markets
2. Find out what consumers want, need, and demand
What is Primary Research?
Original research that YOU pull together!;
- Gathering first hand data; questionnaires, focus groups;
- Original research;
- More costly
What is Secondary Research?
Research taken from already established sources!
- Gathering existing data; trade journals, government statistics;
- Information from libraries, business publications, the internet, etc.;
- Usually, if not always, free!
What are the 3 steps of Market Research?
- Needs identification→ What do you need to know about the customers/competitor’s/market trends/products?
- Information gathering→ DO the research
- Data analysis→ Learn from the research and apply it to your market!
