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The meaning of the word "strong" in its figurative sense in relation to the text is defined as "significant in its impact on someone, convincing, impressive." Like what write about the company to inspire confidence? What techniques will influence the client's decision to contact you?
The article presents methods - how to write a strong text about the company, based on the research of the American expert in psychology and marketing Robert Cialdini, who studies the mechanisms of influence and the science of persuasion.
Block "View"
Use personalized messages. The more personal the appeal, the more likely the client will respond to it:
- include a message from the owner of the company in the block — text with a photo or in the format of a short video; when choosing a photo, remember the wisdom “To the one who smiles, the whole world smiles back”;
- speak simply. Ornate speech turns, pompous syllable will have the opposite effect, verbosity and verbiage does not convince, and the author is perceived as a near-minded person;
- publish photos of the leading employees of the company (the mention of regalia is obligatory) with their wishes for clients;
- post pictures of the company's employees who will communicate with customers, with a description of their professional qualities that help solve the client's problem;
- make the message personal by placing handwritten calligraphic text - the signature of the owner of the company, wishes for clients, the mission of the company at the beginning of the message, words from the heart at the end.
When contacting, build confidence in the right choice by reminding consumers that their decision to interact with the company indicates that they are confident in you, the owner values \u200b\u200bthis.
The company will take advantage by saying, “We know there are many products similar to ours. The choice is great. Therefore, we are grateful that you chose us.”
It must be convincing, for real, so that there are genuine emotions that will always work for the benefit of business development.
Representation of the company by employees
Employees of partner firms can represent the company. Telling you why they've been with you for a long time will strengthen your old business ties. Information about the company will not look like bragging or self-promotion. This will win over potential customers.
The presentation should be real and understandable, with a clear highlighting of the basics and the main thing.
Benefits Block
Creating a unique selling proposition is the perfect way to stand out from the competition. Rarity and limited access affect the desire to purchase a product. Indication, designation of uniqueness is an effective and ethical technique of influence.
Examples of successful sales offers that have brought many customers to companies.
After listing the advantages and benefits of the company, ask the audience to name a large number of reasons in favor of competitors' proposals. Difficulties in enumeration will create a background against which goods or services will look more attractive.
In the benefits of working with a company, show consumers not only the benefits of cooperation or the purchase of goods. Tell us what losses the client will suffer, what will lose by not buying your product. It's more convincing. Formulate the sentence as "do not neglect the prospect of trying." And transmit the text with live emotions, real, working.
Express your gratitude to a group of clients (the first, permanent ones), show that they are dear to you. It can be a gift, an additional free service, discounts. What you receive does not have to be expensive for the consumer, but meaningful: expert advice on the use of purchased products.
Do not devalue the gift with the words “free”, “zero rubles”. The logical conclusion of buyers is that nothing will be given for nothing. Keep the value of the product as a gift by indicating its price.
Make a gift really valuable, so that they will definitely be delighted with it, as something that they have been waiting for a long time.
Block of achievements
Tell us about the goals that the company set for itself and how they were achieved. Write down long-term goals. Public statements about how the company intends to develop for the benefit of the client forces the fulfillment of obligations. This suggests that the company can be trusted.
Post testimonials from satisfied customers to convince potential buyers of the product/service. Testimonials left by people who look like a typical customer will be compelling. Start not with beautiful ones, but with those that are closer target audience. The consumer wants to make sure that the product benefits people, just like himself.
As part of the block, after the first purchase, offer to fill out a short questionnaire about the quality of the product or service provided. Include the following in the questionnaire: “If the need arises, would you contact our company again to purchase a product or provide a service?”. Ask to explain why.
Clients who answered “yes” take some responsibility for fulfilling the public obligation.
The opinion expressed in the questionnaire is an excellent strategy for increasing loyalty to the company.
Show high demand for products, indicate impressive statistics on sales growth in numbers. This will signal to customers that your product is popular. Hint with illustrations that the company's phones are ringing with calls from other people who want to purchase a product.
Growth in product sales by 500% The call to join the ranks of those who cooperate with the company will cause favor. Don't say that there are those who haven't joined yet. This mention doesn't work.
Participate in charity events, make donations and let consumers know that by partnering with you, they are also doing charity. Sincere and selfless help builds trust and respect. This will increase the likelihood of cooperation and provide consumer support.
Participation in charity Features of strong text
- Use cryptic names for multiple products whenever possible. Unexpected product color names (transparent as the sky) are effective because they are intriguing. This focuses the attention of people who view the product in several aspects, which creates a positive background.
- Use the influence of the phrase "because". The information convinces, by reason of association, that after "because" an objective justification must habitually follow. These two words have a striking effect.
- Suggest a link to the forum (page in in social networks), in which representatives of the company and consumers participate. Show that it is important to hear the opinion of customers and business partners. Open discussion of the company's shortcomings is a good strategy. The fact that the company does not hide it convinces advertising campaign objective and trustworthy. However, defects must be small. When communicating with customers, the discussion of product shortcomings should flow into dignity, related to the problem to neutralize the disadvantage: baby fruit puree is watery, but without thickeners.
Attribute company failures to internal causes. Show that when you make a mistake, you admit it and correct the employee’s mistake by acting according to the plan. Let them know that you have the situation under control.
Information mail- this is a kind of business documentation that serves to notify partners, customers, counterparties, as well as team members about any news, changes, achievements, and other aspects of the organization's activities.
Writing information messages is a necessary part of the work for representatives of business structures and government agencies.
FILES
Mandatory or not
This type of documents is not mandatory, because. informing someone about current affairs organization is at the mercy of its leadership and administration. Nevertheless, many enterprises, especially large ones, do not neglect the formation of such letters, thus achieving several goals at once:
- inform stakeholders about all the events that take place;
- motivate them to further cooperation and fruitful work;
- enhance the company's image.
Who writes the newsletter
Usually the responsibility for compiling the information letter lies with the head structural unit who decides the issues raised in the letter. It could be, for example:
- head of the marketing department (if we are talking about new marketing offers for partners);
- deputy director (if the administration of the company informs its employees about something through a letter), etc.
In any case, the compiler of the letter must be a person whose official functions include writing such letters or authorized to compile them by a separate order of the director.
The text of the information letter must be agreed with the direct supervisor of the compiler or the head of the company.
To whom to address an information letter about the activities of the company
An information letter can be sent to a specific person or group of people: the director of a potential partner organization, the customer - an individual entrepreneur, team members, etc.
Letters can be:
- confidential (intended for reading by a specific person);
- open, public (to inform the widest possible range of people).
General rules for all letters
When forming an information letter, you need to carefully monitor the spelling and adhere to the written standards of the Russian language in terms of punctuation, vocabulary, grammar, etc.
We must remember the fact that the recipients of business correspondence always look at how correctly the information brought to them is described.
An illiterate letter can reduce the value of the information contained in it and even undermine the recipient's trust in the sender.
The letter should be written briefly, succinctly, to the point, remembering that "brevity is the sister of talent", and not spreading thought along the tree. It has been proven that the recipients of such letters are not ready to spend more than one minute reading them, which is due to the high pace of modern life. The addressee will surely notice that the sender values his time, and if he is interested in the information contained in the letter, he will find a way and time to contact the author of the message.
What is forbidden in the letter
There are some absolute taboos in the rules for writing newsletters. In particular, a cheeky, rude or overly familiar tone is categorically unacceptable. It is also desirable to avoid "stamps" or excessively cold, "dry" formulations, special terminology, an abundance of numbers, a large number of adverbial and participial phrases, etc.
Do not include false, unverified or false data in the letter. It should be remembered that an information letter, under certain circumstances, can acquire the status of a legally significant document.
Key points and sample letter writing
Information messages, regardless of their author and addressee, should only concern the activities of the sending organization or related circumstances. At the same time, they must meet certain requirements in terms of structure and content:
- First of all, it should be noted that the information letter should always contain:
- the date of its compilation,
- details of the sender and recipient,
- correct address address (for example, “Dear Petr Semenovich”, “Dear Irina Viktorovna”, “Dear colleagues”, etc.). But if the addressee is not defined, which sometimes happens, then you can limit yourself to the greeting “Good afternoon!”.
- Next comes the main, informational, part of the letter. Here you need to indicate the reason and purpose for writing it, as well as everything else that is relevant to the case being described: news, suggestions, changes, requests, explanations, etc.
- Below in the letter it is necessary to write a conclusion, which should sum up all of the above.
If any additional papers, video and photo files and evidence are attached to the letter, this should also be noted in its content as a separate item.
How to write an information letter
There are no special requirements for the design of the letter, as well as for its content. It is permissible to write it both on the letterhead of the enterprise, and on a standard sheet of any convenient format. The first option is preferable, since there is no need to manually write the details of the organization. In addition, such a letter looks much more solid and once again emphasizes his attitude to official correspondence.
An informational letter can be typed on a computer (good if you need several copies at once) or handwritten - letters written in calligraphic handwriting with a pen look especially advantageous.
The message must be certified by the signature of its compiler. If this is a printed letter, you can use a facsimile signature, if it is “live”, then only the original one.
There is no strict need to stamp a message with a seal, because. since 2016 legal entities have the right to use stamp products in their work only when this rule is enshrined in the internal regulatory legal acts of the company.
If necessary, before sending the message, it should be registered in the journal of internal documents or the journal of outgoing documentation.
How to send a letter
An information letter can be sent in several ways:
- The first and now the most common: through electronic means connections. It makes it possible to send information of almost unlimited volume in a short period of time.
- The second way: send it by Russian Post by registered mail with acknowledgment of receipt (relevant if the informational message refers to official documentation and is certified by “live” signatures and seals).
- It is also possible to send a letter via fax or modern instant messengers, but only when the relationship between the sender and the recipient is somewhat informal and allows such correspondence.
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Short description organizations………………………………….. |
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General provisions………………………………………………….. |
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Legal status of the company……………………………………. |
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The purpose of the creation and the subject of the company….. |
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Description of company departments………………………………………. |
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Sales department……………………………………………... |
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Accounting department……………………………………………. |
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O department for processing wild plants……………………………………………... |
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Organization of accounting activities……………………... |
Conclusions and suggestions……………………………………………………….. 7
Brief description of the organization
Company name: OOO ""
Company address: LLC "" Nizhnevartovsky district, Vata village, st. 9, apt. 6., tel. (fax), tel.
Head of the enterprise: CEO
Bank details: TIN, settlement account, Zapodno-Sebirsky Bank of the Russian Federation, Tyumen, Nizhnevartovsk branch No. Nizhnevartovsk
GENERAL PROVISIONS
LLC "" was established on the basis of the founding agreement, on the voluntary pooling of deposits in order to implement economic activity prescribed by the company's articles of association.
The enterprise has its own company name in Russian - OOO "";
The authorized capital is made up of the nominal value of the company's shares acquired by shareholders and amounts to 20 rubles per share.
LEGAL STATUS OF THE COMPANY
LLC "" is a legal entity, has an independent balance sheet, can conclude contracts on its own behalf, acquire property and personal non-property rights and incur obligations, be a plaintiff and a defendant in arbitration court, court and arbitration court.
LLC "" has a round seal, may have a stamp and forms with the image of its name in Russian, an emblem and a trademark, as well as other attributes of a legal entity, opens settlement and other accounts in banks.
LLC "" is liable for its obligations with all its property, and its shareholders bear the risks of losses associated with the activities of the company, within the value of their shares.
LLC "" carries out all types of foreign economic activity in accordance with the procedure established by law.
Purpose of Creation and subject of activity of the ENTERPRISE
The purpose of creating and the activity of the organization, according to the charter of the company, is to make a profit.
The subject of activity company, according to the charter, is:
Collection and processing of wild plants;
Production of consumer goods;
Production and sale of building materials;
Production, procurement, processing and sale of agricultural products;
Food production;
Carrying out other activities not prohibited by applicable law.
LLC "" certifies its products (goods, works, services) in accordance with applicable law and is responsible for the sale of products (goods, works, services) that cause harm to consumers.
Description of company departments
LLC "" has four departments:
Sales department;
Accounting department;
Department for the processing of wild plants;
A visual representation of the organizational structure of the company is presented in diagram 1.
Organizational structure of OOO "".
SALES DEPARTMENT
There are three people in this department. The office of the department has 2 computers and a fax machine.
The commercial department of LLC "" is engaged in the purchase of building and finishing materials and the sale of goods and services. The functions of this department also include the search for buyers (clients) and sellers (the search is carried out on the principle of “cheaper to buy - more expensive to sell”), establishing contacts with buyers (clients) and sellers, searching for regular customers and drawing up some documents: a power of attorney to receive cargo, etc.
ACCOUNTING DEPARTMENT
Only two people are employed in the work of this department: Ch. accountant and accountant. There is no cashier in the department, since a non-cash form of payment through banks is used, but if necessary, the functions of a cashier are performed by Ch. accountant.
The office has 2 computers; 2 printers; Xerox; a machine for counting money, which provides full automation of accounting. All operations performed by the accounting department are performed on a computer using specialized programs: “1C Accounting: v.7.7”.
WILD GROWTH PROCESSING DEPARTMENT
The department is headed by Deputy director of wild plants. He has under his command formed working teams.
The main activities of the department are: processing of pine nuts into the final product - cedar oil, and since the production of pine nut oil is associated with the cleaning of pine nuts from the shell, then the packaging of unpeeled and peeled nut fractions.
Thus, today on the market:
Pine nuts - the most complete complex of vitamins and minerals as a gift to a person from nature, in a purified and unpeeled form, packaged and by weight;
Pine nut oil is an accumulator of ideally selected and balanced biologically active substances contained in the pine nut kernel;
Flour from the pine nut kernel, obtained from oil cake after obtaining pine nut oil - an excellent food supplement with medicinal properties;
Pine nut shell flour is a raw material for cosmetics and the basis for medicinal and vitamin tinctures. Production of the summer-autumn season 2000 - 2002:
Dry berries - raw materials for the food and pharmaceutical industries, ready food product, which does not require special storage conditions;
Fresh-frozen cranberries and lingonberries - delivered to order - an excellent food product;
Dry mushrooms are a tasty and nutritious reminder of summer;
Salted and pickled mushrooms in barrels - perfect ready
The organization I have chosen to study is commercial enterprise limited liability company, the official name of which is Mercury LLC. The organization was founded in accordance with the agreement dated December 2, 1992 on the basis of the voluntary consent of the participants. The main task of the company, according to the charter of the enterprise, is the implementation of wholesale and retail consumer goods and products for industrial purposes. In accordance with this task, the store is divided into three main departments: grocery department, department household chemicals and building materials. download gta san andreas torrent. known throughout the district by gangster gangs
The shop is located in a small town. Legal address of the organization: Perm region, Chusovoy, st. Cosmonauts, 24.
Mercury LLC was created on the basis of private property of individual individuals - founders (hereinafter referred to as participants), who are liable in the amount of their contributions. total amount the authorized capital is 25,000 rubles. The main goal for the founders is to get the maximum profit from the activities carried out and improve the work of the store, maintaining the organization at a competitive level.
supreme body The management of the company is the general meeting of participants. The management of the current activities of the company is carried out by the sole executive body - the director, who is elected general meeting members for a period of three years.
The Company is a legal entity, has an independent balance sheet, bank accounts, a seal of the established form with its name, stamps, forms, a trademark, an emblem and other details.
The data of Table 1 and Table 2, which show general economic and financial indicators, can serve as an indicator of the effectiveness of the work of the Mercury LLC organization.
Table 1 - General economic indicators of the enterprise LLC Mercury, thousand rubles.
New authors
Chapter 1. Characteristics of the object of study and the main economic indicators activities. 5
1.1. Brief description of the enterprise. 5
1.2. Analysis of the main economic indicators of the enterprise under study 8
Chapter 2. Analysis of the marketing activities of the enterprise 10
2.1. Analysis of the sales structure. ten
2.2. Analysis client base. 13
2.3. Analysis of the main competitors. fifteen
2.5 Evaluation of the marketing costs of the enterprise for the main functions. 21
Conclusion. 23
Bibliography. 25
Introduction
French economist J.-B. This one, back in the era of the industrial revolution, formulated the basic rule in production management in this way: "It is necessary to reduce production costs in order to increase profits." This statement is indeed wise in an environment where industries, markets and the range of products that are produced remain stable. But today, in a rapidly changing world, this rule is no longer as true as it used to be.
In the era of post-industrial society, in the conditions of an information explosion, companies should devote to such areas as the sale and marketing of products, increasing income and improving their financial condition much more attention than the actual management of production, in order to reduce costs.
Firms that operate in a stable market, in industries that are not subject to rapid change, usually fought for their own, fully defined market share. And the markets themselves usually grew as much as the population grew. Here, too, the classic market strategy of the firm was to increase its share of the target market by lowering the prices and costs of producing its products. The market share controlled by this firm could not have been very large under these conditions. Partly because any monopoly was viewed as evil by society, and the government believed that competition was necessary to make the prices of goods acceptable to consumers.
Today, if an enterprise is looking for ways to increase profits only by reducing production costs, sooner or later it will go out of business. Soon the management of this enterprise will be convinced that, with all their imagination, using all their creative abilities, they will not be able to reduce the level of production costs in their company below a certain limit. However, if management turns its eyes the other way and begins to look for ways to increase the company's revenue through increased sales, then endless opportunities open up before it.
In this paper, an attempt was made to analyze the main activities of the company in the field of marketing in modern conditions competition. The practical relevance of this kind of research indicates the relevance of this problem, which led to the choice of the topic of the course project.
The main purpose of the course project is the organization of the marketing activities of the enterprise.
The set goal necessitated the solution of a number of interdependent tasks:
Characterize the object of study and the main economic indicators
Analyze marketing activities enterprises.
The subject of the research is the applied problems of organization of marketing activities of an enterprise.
The object of the study is a set of marketing activities of the enterprise, aimed at improving the efficiency of enterprise management.
The informative basis of the study are the works of Ukrainian and foreign experts in the field of marketing materials scientific conferences periodical press annual reports of the enterprise.
Chapter 1. Characteristics of the object of study and the main economic performance indicators
1.1. Brief description of the enterprise
The limited liability company was established in 2004 to carry out joint economic activities and make profit. may carry out any activities not prohibited by the legislation of the Russian Federation. The main activity of the LLC is the construction, dismantling and installation of construction objects. operates on the basis of the Charter. The supreme governing body of the company is the meeting of participants. From among the participants, the Chairman of the meeting is elected, who organizes the keeping of minutes. For the current management of the company's activities, the meeting of participants appoints the director of the company, who is accountable to the meeting of participants and is not entitled to make decisions that are binding only on the participants of the company. Activity check officials society is carried out audit commission(auditor) on behalf of the meeting of participants.
The Company is an independent economic entity and has the rights of a legal entity. owns separate property, as well as an independent balance sheet, can acquire and exercise property and non-property rights on its own behalf, conclude all types of civil law contracts with other economic entities, bear obligations, dispose of property, be a plaintiff or defendant in an arbitration court.
The main activities are:
High risk work industrial productions and objects
Construction of buildings and structures of the 11th level of responsibility
Civil works. Installation of light enclosing structures
Sanitary and technical works. Works on the arrangement of external engineering networks, communications and equipment
Installation of steel structures
Works on the arrangement of internal engineering systems and electrical equipment
Installation of technological equipment
Commissioning works
Commercial and intermediary activities
Trade and purchasing activities
Opening of stores, departments and other outlets
Woodworking. manufacture of joinery products, sale of products
Provision of household services to the population (repair of household appliances, cars, transport and maintenance services), including car service
Purchase from the population and the manufacturer, production, processing and sale of agricultural and food products
Conducting foreign economic activity in accordance with the established legislation
Wholesale trade in energy resources.
Cut out.
2.2. Analysis of the client base
The customer base is a database containing information about all the company's customers who have ever bought something from the company. According to the client base, one way or another, one can judge the company's policy towards clients: who becomes a client of the company, what kind of work is done with clients, who terminates cooperation.
In addition, sometimes information about potential clients companies, however, in this article, we will mainly consider working with real clients.
Analysis of the client base always provides a lot of new, valuable, and sometimes unexpected information. The language of numbers, which is used in the analysis, allows you to see the objective side of the sales situation and go beyond the "subjective picture of the seller" that the transaction was successful. The analysis provides answers to the questions “profitable - unprofitable”, and not “liked - did not like”, since it is quite obvious that the seller, included in the complex multifaceted, emotional process of selling, does not always notice those objective things that can be seen from the outside. or by analyzing.
AT general view, when analyzing the client base of the company, we get answers to the questions:
Which customers account for the most sales and revenue
Does cooperation with them bring significant income to the company (does the volume of discounts and benefits exceed the benefits of large purchases)
Which customers purchase most often (ensure quick turnaround)
Which of the other clients “devour” income (as a rule, this refers to those clients whose total sales do not exceed 15-20% of total revenue)
Which of your customers work with your target consumer.
Indeed, often with a continuous increase in sales and expansion of the client base, the company's profitability level decreases. One of the most common reasons for this situation is the non-targeted activity of the company. That is, they either worked with clients who were unprofitable for the company (for example, due to the specificity of their demand), or worked on unfavorable terms, agreeing to any requirements of clients, just to keep them, or took a passive position and did not try to make any attempts to " development" of the client, expansion of his order.
Cut out.
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Conclusion
The company under study is engaged in the following activities:
Production general construction works for the construction of buildings
Performance of general construction works for the construction of other buildings and structures not included in other groups
Production of electrical work
Production of finishing works.
successfully cooperates with municipality"Safonovo" plant. Factory "Avangard". Among the company's clients are both individuals and legal entities from various regions of Russia, including: Moscow, Tver, Smolensk and other regions.
The name of the work performed by the enterprise: laying the foundation, building the box, building the roof. electrical work. plumbing works, interior finishing, floor finishing, installation of windows and doors, landscaping.
In 2009, there was a significant decline in production, and the company's activities became less profitable. The company does not produce products for its own needs, all products are sold.
The largest volume of the year is the construction of the box. In second place in terms of the volume of services provided in the year is laying the foundation, in third place is the construction of the roof.
The enterprise carried out the largest number of transactions for the amount of 500 thousand rubles. both in 2008 and 2009.
The main competitors of the company are:
Construction company"Pace"
Construction company "Megalit"
Construction company "Rant".
The largest market share among them is occupied by:
2. Construction company "Temp" - 25%
3. Construction company "Megalit" - 15%
4. Construction company "Rant" - 10%.
The most prestigious brand is the researched enterprise.
Most of the company's products are in the "Stars" segment.
In 2009, marketing costs were significantly reduced. This is due to a decrease in the decline in production volumes.
Bibliography
1. Adams S. Successful sale. A practical guide for a salesperson. - M. Amalfeya, 2003. - 224p.
2. Aleksunin V. A. Marketing in industries and spheres of activity. - M. Marketing, 2002. - 516.
3. Golubkov E. P. Marketing research: theory, practice and methodology. - From "Finpres", 2005. - 464 p.
4. Kumar V. Aaker D. Day George S. Marketing research. – 2004, 848 p.
5. Marketing in industries and fields of activity: Textbook / Ed. Aleskulina V. A. - M: Marketing Publishing and Bookshop Center, 2001. - 516 p.
6. Matantsev A. N. 600 ways to promote a brand. - From "Business and Service", 2003. - 352 p.
7. Churchill G. A. Marketing research. - From "Peter", 2008. - 752 p.
Sample characteristics for an employee of the company
Characteristics of Zakharov Nikolai Vasilyevich, born in 1981, an employee of the Zarya company in the city of Svatovo
Zakharov Nikolai Vasilievich has been an employee of the Zarya company in the city of Svatovo since May 2000. During his work at the company, he has established himself as a diligent, disciplined, attentive person.
The employee treats his duties with responsibility. He performs his work at a high level.
Nikolai Vasilievich has a creative mindset, and during his time at the firm, he has repeatedly received awards. At his workplace, he is always attentive, tidy, helps his colleagues at work.
Prior to the execution of instructions, the administration of the company treats in good faith. He was appointed Deputy Director of Sales. Actively participated in the development of advanced technologies in the production process.
Nikolai Vasilyevich, a cheerful, reasonable, disciplined person. Enjoys respect among colleagues. Has authority among management. There are no public complaints.
Good family man. Has a family. Zakharova's wife Nina Pavlovna. Children: son Zakharov Nikolai Nikolaevich, daughter Zakharova Vera Nikolaevna.
He had no criminal record and was not involved in the police.
The characteristic is issued for provision at the place of demand.
General characteristics of organizations
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Introduction
A sociotechnical system is a working system consisting of a technical subsystem, a personnel subsystem, an external environment interacting with the organization, and organizational design.
Currently, the concept of a sociotechnical system is actively used in macroeconomic analysis and designing effective working systems.
An organization is an association of a group of people to achieve strategic goals or perform a certain amount of work.
The organization brings together people who realize their own interests with its help, including those before society. And society, in turn, contacts them through organizations. According to Chester Bernard, one of the leading experts in the field of management of the mid-20th century, "People are encouraged to unite in organizations and interact within them by the physical and biological limitations inherent in each person individually." In an organization, people complement each other, add up their abilities, which makes them stronger in the struggle for survival.
For successful management, an organization must be able to adapt and respond to the problems that arise in the social environment in order to make this environment more benevolent to the organization. Social responsibility spending is justified by the fact that various segments of society are improving, as well as by the improvement in public attitudes towards the firm. This should lead to an increase in consumer loyalty to product manufacturers, a decrease in the level of state regulatory intervention and an overall improvement in the state of society. Organizations must analyze their own direct actions and their environment and select social responsibility programs that will help that environment the most.
Summing up, it follows that Social responsibility for the enterprise means something more than just philanthropic activity. It is understood that the organization acts responsibly and in accordance with the concerns and hopes of the general public. Based on the foregoing, the topic of the work has a fairly high degree of relevance. The purpose of the work: is to study the consideration of the organization as a socio-technical structure.
In accordance with the goal, it is necessary to solve the following tasks:
Define the concept, types, features, general characteristics of the organization
To study the main types of organizations in relation to their members
Find out what is included in the internal and external environment of the organization
Analyze the interaction between a person and an organization
Explore organizational culture and company philosophy
Learn all aspects of social responsibility
Determine what the ethics of a business, organization are
Analyze all of the above on the example of a specific organization. The object of the study is the organization, and the subject of the study is the sociotechnical aspect within the organization and surrounding it. Work structure: this work consists of an introduction, 10 chapters, a conclusion, a list of references containing 3 sources. The list of used literature consists of: textbooks.
1. Concept, types, features, general characteristics of the organization
Organization is a multifaceted concept. In management theory, an organization is understood as a group of people interacting with each other with the help of material, economic, legal and other conditions in order to solve the problems they face and achieve a common goal.
The organization, in this sense, has the following requirements. First, it is the presence of at least two people who consider themselves part of this group. Second, there must be at least one goal (i.e., a desired end state or outcome) that is accepted as common by all members of the group. And, thirdly, in order to achieve a goal that is significant for all, a certain relationship between the members of the group is necessary.
Organizations are divided into 2 types:
Social - designed to meet the needs and interests of the population.
Industrial and economic - organizations that create material values in society.
Signs of organization are:
1) The presence of at least one goal that unites the members of the organization. The officially declared goal gives meaning to the existence of the enterprise and determines the main direction of its activities. One of the main goals of any commercial organization is to make a profit
2) Separation lies in the closure of internal processes and the presence of boundaries separating this organization from the external environment. Borders can be both material - in the form of walls and fences, and non-material - in the form of prohibitions, restrictions, rules
3) The division of labor suggests that the members of the organization perform different functions
4) The existence of links between the elements of the organization helps to ensure their mutual support. The connections between the elements of the organization are economic, technological, informational, social and managerial.
5) Self-regulation is the ability to organize independently resolve issues of inner life, taking into account the current situation and external instructions. This activity is implemented by an external center, the purpose of which is to coordinate the efforts and work of people to achieve the integrity of the organization
6) Оpгaнизaциoннaя кyльтypa - этo cиcтeмa цeннocтeй, cимвoлoв, oбpaзцoв пoвeдeния и yбeждeний, oпpeдeляющиx xapaктep взaимooтнoшeний и линию пoвeдeния coтpyдникoв кaк внyтpи пpeдпpиятия, тaк и нa внeшнeм ypoвнe. The fusion of subjective and objective elements forms the basis of a management culture, which can include leadership style, problem solving methods, and the behavior of managers. Vesnin V.R. Management M. 2006 - 54 p.
Any organization in order to achieve the intended goals needs resources that are subject to transformation in the process of production activities. The main resources used by the organization are people (human resources), fixed and working capital, technology and information. The main task of the organization in the field of the use of resources is the achievement of goals with: minimum costs and maximum efficiency.
Organizations are completely dependent on the outside world, both in relation to their resources and in relation to consumers. The term "external environment" includes economic conditions, consumers, trade unions, governmental acts, legislation, competing organizations, the system of prices and tubes, tubes
The division of all work into its constituent components between the participants in the labor process is a horizontal division of labor. The work is distributed according to the professional sign. The classic example of the horizontal division of labor in a manufacturing enterprise is production, marketing and finance. They represent the main types of activities that must be successfully completed in order for the organization to achieve its goals.
The vertical division of labor separates the work of coordinating actions from the actions themselves. The activity of coordinating the work of other people is the essence of management. The vertical division of labor is carried out in the following directions:
general guidance
technology guide
economic leadership
operational management
personnel management.
All organizations, regardless of the areas of activity, have a structure that gives them integrity, the ability to realize their mission (purpose).
2. The main types of organizations in relation to their members
If we talk about the status of an organization in relation to its members, then in this sense, organizations are primary and secondary. Primacy means that the organization for the people it unites acts as a kind of external reality, formed and existing independently of them. Being included in an already existing organization, people recognize its supremacy over themselves, the inability to influence the solution of fundamental issues, obey its requirements, act in accordance with the rules established by it, which indicates the primacy and absolute priority of the organization over them. An example of a primary organization is government agency, which, as a structure, arises on the basis of the decision of higher authorities, and then is already filled in by people.
Secondary organizations are created, on the contrary, by their members, who endow them with certain rights and resources, establish the "rules of the game", which they are ready to obey under certain conditions. They exist in two forms: corporate and associative organizations. Let's consider them in more detail.
Corporate organizations are those whose members are willing to sacrifice their own sovereignty to some extent in order to achieve their goals. The organization harmonizes these individual goals and contributes to their achievement by subordinating to a common goal, which formally acts as its goal. To do this, it must have some independence from the participants and a temporary priority in relation to them. An example of this type of organization is a joint-stock company, which, in the interval between meetings of participants, dictates its will to them, and the latter are subject to its decisions. At the same time, at the meeting itself, they determine the fate of the organization, the strategy and prospects for its development. Therefore, the priority of the corporation is conditional.
An organization of an associative type is created by its members for the daily coordination of their activities without losing their sovereignty, therefore they do not even have a conditional priority over them. Decisions here are made by universal consent, and the principle of linking interests, protected by the right of veto by the minority, is strictly in force. This ensures the predominance of the interests of the members of the organization over the interests of the organization itself.
Based on the characteristics of the interaction of individual elements, organizations are divided into mechanistic and organic. The former are characterized by the inviolability of borders, the predominance of rigid "vertical" ties, the official nature of relations, comprehensive regulation and programming of activities resembling work. technical devices, such as hours. When solving simple repetitive tasks in a stable environment and certain prospects, this is often even useful.
Such organizations usually demand unconditional loyalty from their members, restrict freedom of information, actions, and expressions, and ignore people's opinions and their very personality. Mechanistic in their essence are all state organizations, as well as large and medium-sized commercial firms operating in traditional sectors of the economy that are weakly affected by scientific and technological revolution and competition. Today, however, there are fewer and fewer of these zones of peaceful existence. Today's life is characterized by the instability of the economic situation, the uncertainty of situations, the constant change of priorities, connections, and landmarks. Success here can be achieved by organizations operating on the basis of completely different principles - the so-called organic ones.
The latter are characterized by such features as blurred boundaries, significant independence of individual links, their broad specialization, weak hierarchy, few rules and procedures, freedom to choose options for activities, evaluation of results based on a real market effect, rather than centrally established indicators, the predominance of informal relations.
At the same time, they are not free from many shortcomings, therefore, in practice, depending on the nature of production and economic activities, traditions, abilities of the team and management, a reasonable combination of both forms often takes place.
From the point of view of the legitimacy of the activities of the organization can be divided into official and unofficial. Official ones are created to solve specific production, economic and other tasks, they are legally legitimized, they exist in a certain legal space, and their activities are regulated by the relevant regulations. In such organizations, there are two types of relationships: official - between positions and informal (informal) between living people, personalities.
Informal organizations develop spontaneously and exist as a set of legally unrecorded, mostly non-official contacts between people pursuing certain personal goals, the achievement of which is not ensured by their membership in official organizations. Based on the nature of the connections, such organizations are more often called informal. Vikhansky O.S. Management. - M., 2006 -108 p.
3. Internal and external environment of the organization
Each social system management has its own internal environment and is connected with the external environment in which it exists. The main internal variables of an organization are goals, structure, tasks, technology and people.
Goals are the desired outcome that a person or organization seeks to achieve. During the planning process, management develops goals and communicates them to the members of the organization. This process is a powerful coordination mechanism because it enables the members of the organization to know what they should be striving for.
The structure of an organization is the logical relationship between the levels of management and functional areas, built in such a form that allows you to most effectively achieve the goals of the organization.
Tasks are prescribed work, a series of work, or a piece of work that must be completed in a predetermined manner within a predetermined time frame.
Technology is any means by which inputs to production are transformed into outputs; it encompasses machines, mechanisms, tools, infrastructure, skills and knowledge.
People are central to any management model. The results of the organization's work, the quantity and quality of the products (or services provided) ultimately depend on their activities.
All internal variables are interconnected. In their totality, they are considered as sociotechnical subsystems. Changing one of them to some extent affects all others. Improvements in one variable, such as technology, may not necessarily lead to productivity improvements if those changes negatively affect another variable, such as people.
Information about the internal environment of the company is necessary for the manager in order to determine the internal capabilities, the potential for which the company can count in the competitive struggle to achieve success. Analysis of the internal environment also allows you to better understand the goals and objectives of the organization. It is important that in addition to the production of products, the provision of services, the organization provides the possibility of existence for its employees, creates certain social conditions for their life.
Analysis of the internal environment is carried out in the following areas:
пpoизвoдcтвo: oбъeм, cтpyктypa, тeмпы пpoизвoдcтвa нoмeнклaтypa пpoдyкции пpeдпpиятия oбecпeчeннocть cыpьeм и мaтepиaлaми, ypoвeнь зaпacoв, cкopocть иx иcпoльзoвaния, cиcтeмa кoнтpoля зaпacoв нaличный пapк oбopyдoвaния и cтeпeнь eгo иcпoльзoвaния, peзepвныe мoщнocти, тexничecкaя эффeктивнocть мoщнocтeй мecтoнaxoждeниe пpoизвoдcтвa и нaличиe инфpacтpyктypы экoлoгия пpoизвoдcтвa кoнтpoль кaчecтвa, costs and quality of technology patents, trademarks, etc.
personnel: structure, potential, qualification, quantitative composition of employees, labor productivity, staff turnover, labor cost, interests and needs of employees
organization of management: organizational structure, management system level of management, qualifications, abilities and interests of top management
мapкeтинг: тoвapы, пpoизвeдeнныe фиpмoй, дoля нa pынкe вoзмoжнocть coбиpaть нeoбxoдимyю инфopмaцию o pынкax кaнaлы pacпpeдeлeния и cбытa мapкeтингoвый бюджeт и eгo иcпoлнeниe мapкeтингoвыe плaны и пpoгpaммы нoвoввeдeния имидж, peпyтaция и кaчecтвo тoвapoв cтимyлиpoвaниe cбытa, peклaмa, цeнooбpaзoвaниe
финaнcы и yчeт: финaнcoвaя ycтoйчивocть и плaтeжecпocoбнocть пpибыльнocть и peнтaбeльнocть (пo тoвapaм, peгиoнaм, кaнaлaм cбытa, пocpeдникaм) coбcтвeнныe и зaeмныe cpeдcтвa и иx cooтнoшeниe эффeктивнaя cиcтeмa yчeтa, в тoм чиcлe yчeтa издepжeк, фopмиpoвaния бюджeтa, плaниpoвaния пpибыли.
The success of an organization also depends critically on forces external to it and operating in the global external environment. Organizations are forced to adapt to the environment in order to survive and remain efficient.
External factors are usually divided into two large groups: forces of direct and indirect impact on the organization from the outside (Fig. 1.1).
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Rice. 1.1 Elements of the environment of direct and indirect impact
The direct impact environment includes factors that directly affect the performance of the organization. These include suppliers, shareholders, workforce, laws and institutions state regulation, trade unions, consumers and competitors.
Under the environment of indirect impact understand the factors that may not have a direct immediate impact on the organization, but affect its functioning. These are factors such as the state of the economy, scientific and technical progress, socio-cultural and political changes, the influence of interest groups, and significant events for the organization in other countries.
The following main characteristics of the external environment are distinguished:
the interconnectedness of environmental factors -- the level of force with which a change in one factor affects other factors. A change in one environmental factor may cause a change in others.
the complexity of the external environment - the number of factors to which the organization must respond, as well as the level of variability of each factor
the mobility of the environment - the speed with which changes occur in the environment of the organization. Environment modern organizations changes at an increasing rate. The mobility of the external environment may be higher for some departments of the organization and lower for others. In a highly mobile environment, an organization or department must rely on more diverse information to make effective decisions.
the uncertainty of the external environment -- the ratio between the amount of information about the environment that the organization has, and confidence in the accuracy of this information. The more uncertain the external environment, the more difficult it is to make effective decisions.
4. Person and organization, their interaction
Systemically, human behavior in an organization can be represented from two positions: 1) from the position of human interaction with the organizational environment (in this case, the person is at the center of the model) and 2) from the position of an organization that includes individuals (in this case, the organization as a whole is starting point).
If the starting point in considering the interaction between a person and the organizational environment is a person, the model of this interaction can be described as follows (Fig. 1.2).
* A person, interacting with the organizational environment, receives stimulating effects from it.
* A person under the influence of stimulating signals from the organizational environment carries out certain actions.
* Actions carried out by a person lead to the performance of certain work and at the same time have a certain impact on the organizational environment.
Figure 1.2 Model of inclusion of a person in the organizational environment
In this model, the organizational environment includes those elements of the organizational environment that interact with a person. Stimulating influences cover the entire range of possible stimuli, which may include speech and written signals, the actions of other people, light signals, and the like. In the model, a person appears as a biological and social being with certain physiological and other needs, experience, knowledge, skills, morality, values, etc. The results of the work consist of two parts. The first is what a person has achieved for himself by responding to stimuli, what problems of his own, caused by stimuli, he has solved. The second is what he did for the organizational environment, for the organization in response to the stimulus that the organization applied to the person. In the case of considering the interaction of a person with the organizational environment from the position of the organization as a whole, the system model of this interaction has the following form (Fig. 1.3).
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Rice. 1.3 Model of inclusion of a person in the organizational environment from the standpoint of the organization
Organization as single organism, having an input, a converter and an output, interacting with the external environment in a certain way, corresponding to the nature and content of this interaction, includes a person as an element of the organization in the process of organizational and material exchange between the organization and the environment. In this model, a person is considered as an integral part of the input and acts as a resource of the organization, which it, along with other resources, uses in its activities.
In this paper, consideration of the interaction of a person with the organizational environment will be given from the standpoint of the first model. The work of a person in an organization is a process of constant interaction with the organizational environment. This is a very complex and multifaceted process, which is extremely important for both sides. This process is often painful for both parties. It is very difficult to fix it.
Each person entering new organization, faces many problems of interaction with the organizational environment. Many conflicts also arise in the organizational environment, as it necessarily undergoes deformation and changes with the advent of a new member in the organization.
In the future, painless interaction between the individual and the environment within the organization can be established. In its most general form, the organizational environment is that part of the organization that a person encounters during his work in it. First of all, this workplace and his immediate environment.
However, for most people, the organizational environment is much broader than their workplace and includes such characteristics and components of the organization as the production profile, position in the industry, position in the market, size of the organization, its location, leadership, organizational structure, rules of conduct and internal regulations, working conditions , payment system, system of social guarantees, philosophy of organization, communication, labor relations, colleagues and much more.
The possibilities of including a person in the organizational environment, called socialization, depend not only on the characteristics of this environment, but equally on the characteristics of the person. Each person has a multifaceted personality structure, and he interacts with the organization not as a mechanism that performs specific actions and operations, but as a rational and conscious being with aspirations, desires, emotions, mood, having imagination, sharing certain beliefs and following a certain morality. .
In each specific situation of the emergence of difficulties and problems of human interaction with the organizational environment, specific causes corresponding to this situation can be found that gave rise to these problems.
However, despite the situational nature of these problems, it is possible to point out two fundamental points that underlie most of the reasons that cause misunderstanding, opposition and conflicts in the interaction of a person with the organizational environment.
These moments are:
* expectations and ideas of the individual about the organizational environment and his place in it
* the organization's expectations of the individual and his role in it.
Having a certain idea of himself and his capabilities, having certain knowledge about the organization, having certain intentions regarding the organization, and, finally, based on his goals and current capabilities, the individual interacts with the organization, intending to take a certain place in it, to fulfill a certain work and earn some remuneration.
The organization, in accordance with its goals, organizational structure, specification and scope of work, intends to hire an employee who has the appropriate qualifications and personal characteristics so that he plays a certain role in the organization, performing a certain job, giving the required result, for which a certain remuneration is due (Fig. 1.4).
Rice. 1.4 The basis of the conflict in the interaction of the individual and the organization
Very often, it is precisely the discrepancy between the role that the organization offers to the person, his claims to occupy a certain place in the organization, that is the basis of the conflict between the person and the organizational environment.
There are two approaches to establishing correspondence between role and place. The first approach consists of the fact that the role is fundamental in establishing this correspondence, in the second approach, the starting point is the place that the person claims and his potential for playing roles. In the first approach, a person is selected to perform a certain job, to perform a certain function, i.e. to play a specific role in an organization. In the second approach, a job is selected for a person in such a way that it best suits his capabilities and his claims to a certain place in the organization (Fig. 1.5)
Brief description of the organization
Andrey Nesterov. 05/11/2010
When performing a term paper or a diploma in economic disciplines, it is necessary to characterize the base enterprise, which is the object of study.
Characteristics of the organization in the course or in thesis- this is a kind of report on the enterprise, on the basis of which a study of a specific subject is carried out.
In the Brief description of the organization section, a summary of the main characteristics of the organization, which are given in the assignment for a term paper or diploma.
In addition, a brief description of the organization must be supplemented with information that more fully reveals certain aspects of the organization's activities.
The functions of management, the planning system and the long-term and short-term goals of the organization are revealed.
Brief description of the organization - content
A brief description of the organization is usually the first paragraph of the analytical or practical part of the diploma or coursework. When writing a term paper and a diploma, it is necessary to take into account the following: in the entrepreneurial business, two types of organizations are distinguished: an enterprise and a firm. The difference between them is that:
A brief description of the organization in the term paper and diploma is compiled according to the following scheme:
A brief description of the organization necessarily contains a description of the form of the organization, which determines general terms and Conditions the functioning of the enterprise. AT brief description the organization needs to describe how this form of ownership differs (for example, individual entrepreneur, partnership or limited liability company, closed or open joint stock company) from the rest.
Brief description of the organization - management aspect
Besides, in brief description of the organization management and planning functions need to be considered. These are the fundamental aspects of the activity of any enterprise, without which its existence is not possible. You need to rely on the real state of planning and the use of management functions in the enterprise, and not describe "how it should be."
A brief description of the organization does not allow the use of theoretical texts from textbooks. Only an independent description of the underlying enterprise.
Management functions in the brief characteristics of the organization contain the rationale on which approach the choice of management functions is based. It is necessary to describe who is responsible for the implementation of management functions and delegation of authority, if any. It should also describe the management methods used in the enterprise. If this is discussed in more detail in other paragraphs of the diploma or coursework, then it is not required to specifically talk about it within the brief description.
Planning in an enterprise can be organized in several forms, as well as be centralized, decentralized or combined. A brief description of the organization should contain a description of the features of the planning system at the enterprise, it is also necessary to single out those responsible for planning at the enterprise. In addition, there are two main stages in planning: strategic planning and implementation of the chosen strategy. A brief description of the organization may also include a description of these stages. But again, if the elements of the planning system are analyzed in detail in another section of the course or diploma, then it is not advisable to describe them within the framework of a brief description.
Brief description of the organization - results
At the end of the paragraph, it is necessary to sum up the results, which are expressed in the form of a formulation of company-wide goals. Corporate goals are formulated and established on the basis of the overall mission of the organization and certain values and goals that top management is guided by. A brief description of the organization ends with the formulation of the mission of the enterprise and the derivation of goals. At the same time, goals should be specific, as far as possible measurable, time-oriented, long-term or short-term, achievable and cross-supported.
To do this, in a brief description of the organization, you must:
The following:
- Characteristics for VTE sample filling for students
Grekul Vladimir Ivanovich,
Korovkina Nina Leonidovna,
Bogoslovtsev Dmitry Anatolievich,
Mikhailov Roman Viktorovich,
Sinaiskaya Natalia Nikolaevna
Moscow 2006
Choosing a tool for graphical representation of business processes 4
Organizational structure of the company 5
Description of business processes "as is" 8
PRPU Procurement 8
PRSA. Sales 47
Description of business process requirements 79
PRPU. Purchasing 79
PRSA. Sales 100
Requirements Analysis 108
PRPU. Purchasing 108
PRSA. Sales 124
Description of business processes "as it should be" 137
PRPU. Purchasing 137
PRSA. Sales 153
Implementation example and list of settings 162
General description of the system 162
PRPU. Purchasing 163
PRSA. Sales 197
Introduction
Description of the enterprise
Trading and intermediary company "XYZ" is engaged in the sale of components for computer equipment.The mission of the company: "To promote the development of the use of novelties of technical progress in this country, thereby increasing the level of informatization of the country and making the activities of customers more efficient and competitive."
The purchase is usually made from regular suppliers (usually manufacturers) in large quantities in accordance with the purchase plan. However, the company is actively developing, constantly looking for new suppliers and new products. The price lists of suppliers may change, therefore, when purchasing goods, the price is specified each time, and the amount of discounts is also specified. Delivery of goods from the supplier is carried out on a prepaid basis. Cost accounting is carried out according to the FIFO method. All purchased items are kept in stock, but since the company's product range is relatively small and turnover rate is high, XYZ executives see no point in maintaining full inventory records. The company's clients are mainly legal entities, or individuals buying large lots. Retail goods are not shipped, with rare exceptions for regular customers. Payment for orders is made according to the terms of advance payment.
Since customers place large orders, sales managers reserve the item when registering a sales order. Reservation conflicts (a customer really needs an item that is in stock, but the item is already reserved for another customer) are resolved in favor of regular customers first and second in favor of larger lots. Since sales are carried out at prices close to wholesale, the company makes discounts only regular customers or when purchasing very large volumes of goods and at the same time tries to change its common price lists as little as possible.
At the moment the company does not use enterprise management systems, however, it actively uses MS Office office software programs: MS Word, MS Excel. At the same time, as information channels for sending and receiving information, the following are used:
Email
Fax
Courier delivery
regular mail
Initially, in information system Microsoft Dynamics NAV 4.0 is planned to maintain financial accounting and accounting for operational activities. The company uses a simplified chart of accounts, the accounting currency is rubles.
Choosing a tool for graphical representation of business processes
To draw up a graphical diagram of business processes, the ARIS tool environment was chosen. ARIS is one of the most used tools in describing the business processes of an organization, as it allows you to create a complete multilateral model of the organization's activities. The created models of business processes and the organizational structure of the company are visual and easy to understand.Using ARIS allows you to:
significantly reduce the time of project implementation, improve their quality
document (model) business processes using a large number of types of models that describe various aspects of the business - processes, functions, performers, documents, materials, costs, risks, etc. - and thus create a knowledge base about the enterprise
work with a single database and store information about the activities of the enterprise "in one place"
Organizational structure of the company
The organizational structure of the XYZ company is shown in Fig. 1. The diagram shows only those positions that are involved in the implementation of the considered business processes. The General Director, as well as the Directors of Finance, Commercial, Business Development and General Affairs are responsible for the overall control of the enterprise and do not participate in the implementation of current activities.Rice. 1. Organizational structure of XYZ company
Of all the listed positions, the following 9 are involved in the implementation of the considered business processes (see Table 1). Each position depending on official duties is assigned to a business role.
Tab. 1. Positions and their roles
|
No. p / p |
Job title |
Business role |
|
1 |
Chief Accountant |
|
|
2 |
Accountant |
Accountant responsible for control of accounts |
|
3 |
Purchasing manager |
Responsible for determining the need for goods Responsible for approving applications Responsible for approval of the request Responsible for coordinating orders |
|
4 |
Procurement department specialist |
Responsible for work with applications Responsible for working with suppliers Responsible for entering into agreements with suppliers Responsible for work with orders Responsible for receiving goods Responsible for checking the quality of goods |
|
5 |
Sales Manager |
Responsible for working with clients Responsible for preparing commercial offers |
|
6 |
Specialist Sales |
Responsible for work with orders Responsible for invoice preparation |
|
7 |
Business Development Manager | |
|
8 |
Chief lawyer of the company |
|
|
9 |
Lawyer |
Responsible for maintaining contracts |
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Quality requirements
Peat resources Milling peat extraction
Closed Joint Stock Company Transtelecom
Setting up Wi-Fi equipment
Pasteurization drawer for the selection of "heads" during rectification