24. Illustrate how people contribute to the development of an organization.

People is the core of any organization. Without people there is no business because they are the ones who create the product or services. Especially it’s important to remember if you work in service sphere, because the procedure of production and consumption is inseparably linked with the professionalism or even mood of the employee, who produce this service. If you want to develop your organisation first of all you need to motivate your staff. There is a Maslow’s Pyramid, which can help you about that. It says that every person has hierarchy of needs from simplest: Physiological (like food or sleep) to the most complex: Self Actualization (like sense of accomplishment). And of course you should remember that even good motivated cashier or guard can improve customer’s impression from your company.

25. What do you know about motivation marketing?

There are three ways to get a motivational growth-strategy. First, link it to what people feel strongly about.

Many leaders wrongly believe that just because they have taken the trouble to develop a marketing strategy, that strategy automatically excites others.

If you don't root your strategy in the fervent convictions of employees and customers, you don't have a motivational growth-strategy. Steve Jobs' strategy for providing a powerful, versatile computer into the hands of average people around the world, fired the imaginations and the ardent actions of his colleagues and, ultimately, customers.

Second, raise the stakes. Follow Emerson's dictum: "Hitch your wagon to a star." Distinguish between vision and motivational growth-strategy. A vision is the star. The strategy is how you will hitch your wagon to it. When people's vision and strategy provide a higher purpose in their lives, their motivation is of a higher order.Steve Jobsconvinced John Scully to leave a high-level, fast-track position at PepsiCo and commit himself to the uncertainties of working at Apple by asking: "Do you want to sell sugar water for the rest of your life or do you want to change the world?"

Third, make the strategy simple and short. Growth can be complicated, but people's needs are simple. Bill Gateswrote a strategy in longhand on a single sheet of paper when he founded Microsoft. He still has possession of that paper and is still following that strategy.

The processes of putting that strategy into action may take comprehensive descriptions. Still, those descriptions should flow from simple, brief motivational elements.

26. Describe the factors of the physical evidence.

Exteriors

• The architecture and design of buildings

• Design of vehicles

• Landscaping

• Parking facilities

Interiors

• Ease of access

• Confines of an environment

• Product access

• Foyers, entrance areas and public spaces

• Signage and corporate identity

• Space

• Layout and configurations

• Seating

• Security and privacy

• Cleanliness and hygiene standards

• Ambience and atmospherics

Visual factors

• Lighting and illumination

• Colour

• Uniforms

• Stationary

• Presentation

Aural factors

• Music and sounds

Olfactory factors

• Air quality

• Smells and odours

• Taste

Tactile factors

• Temperature

• touch