Product & Services*Feature*Benefit

Promotion*Method/channel to reach customer(i.e. advertisement – print, online, radio, trade show, event,PR…*Costing

Price*High*Medium*Low

Place*Distribution channel*Place to sell

Customers*Existing Customers*Potential Customers -Current Market size -Project Growth

Competitors*Current Competitors*Projected Market Share*Product / Market Segment Focus. (refer Note)

Realistic assessment of business*Strength*Weaknesses*Opportunities*Threats

Segmentation VariablesConsumer Markets

Segmentation VariablesBusiness Markets

Demographicsage group (e.g., teens, retirees, young adults), gender,education level, ethnicity, income, occupation, social class, marital statusGeographicslocation (e.g., national, regional, urban/suburban/rural, international), climate

Demographicstype (e.g., manufacturer, retailer, wholesaler), industry, size (e.g., sales volume; number of retail outlets), age (e.g., new; young growth, established growth, mature)Geographicslocation (e.g., national, regional, urban/suburban/rural, international), climateBusiness Arrangementownership (e.g,. private versus public, independent versus chain), financial condition (e.g., credit rating, income growth, stock price, cash flow)

Current Purchasing Situationbrands used, purchase frequency,current suppliersPurchase Readypossess necessary equipment, property, knowledge and skill setsLocal Environmentcultural, political, legal

Current Purchasing Situationbrands used, purchase frequency, current suppliersPurchase Readypossess necessary equipment, property,knowledge and skill setsLocal Environmentcultural, political, legalCustomers Served by the Businessidentify the business’ market Business’ Perceived Imageidentify how targeted businesses are perceived by their customers

Benefits Soughtprice, overall value, specific feature, ease-of-use, service, etc.Product Usage

Benefits Soughtprice, overall value, specific feature, services, profit margins, promotional assistance; etc.Product Usage

how used, situation when used, etc.Purchase Conditionstime of day/month/year when purchased, credit terms, trade-in option, etc.Characteristics of Individual Buyerpurchase experience, how purchase is made, influencers onpurchase decision, importance ofpurchasePsychographicspersonality, attitudes, and lifestyle combined with demographics

how used (e.g., raw material, component product, major selling item at retail level), situation when used,etc.Purchase Conditionslength of sales cycle, set product specifications, bid pricing, credit terms, trade-in option, product handling, etc.Characteristics of Buying Centerpurchase experience, number of members, make-up of key influencers, willingness to assume risk;

Undifferentiated or Mass Marketing

Differentiated or Segmentation Marketing

Concentrated or Niche Marketing

Customized or Micro-Marketing: allow customers to “build-their-own” products

Organizational Mission – Represents the guiding force of an organization by identifying the long-run vision for what the organization hopes to achieve. The mission comes from the top leaders of the organization and often remains unchanged for many years.

Objectives – Reflects what the organization expects to achieve with its marketing efforts. As with the mission, objectives also flow from the top of the organization down to the marketing department. Objectives can be in the form of financial goals (i.e., profits) or marketing goals (e.g., achieve certain level of market share).

Marketing Strategy - Achieving objectives requires the marketer engage in marketing decision-making which indicates where resources (e.g., marketing funds) will be directed. However, before spending begins on individual marketing decisions (e.g., where to advertise) the marketer needs to establish a general plan of action that summarizes what will be done to reach the stated objectives.

Tactical Programs – Marketing strategy sets the stage for specific actions that will take place. Marketing tactics are the day-to-day actions that marketers undertake and involve the majormarketing decision areas. As would be expected, this is the key area of the Marketing Plan since it explains exactly what will bedone to reach the organization’s objectives.

Marketing Budget – Carrying out marketing tactics almost always means that money must be spent. The marketing budget lays out thespending requirements needed to carry out marketing tactics. While the marketing department may request a certain level of funding they feel is required, in the end it is upper-management that will have final say on how much financial support will be offered.

Marketing Strategy - Your marketing strategy is an explanation of the goals you need to achieve with your marketing efforts. (What) Your marketing strategy is shaped by your business goals. Your business goals and your marketing strategy should go hand-in-hand.

Marketing Plan - Your marketing plan is how you are going to achieve those marketing goals. (How) it's the application of your strategy a roadmap that will guide you from one point to another.

Zappos has 10 core values:

1. Deliver WOW through service2. Embrace and drive change3. Create fun and a little weirdness4. Be adventurous, creative, and open-minded5. Pursue growth and learning6. Build open and honest relationships with communication7. Build a positive team and family spirit8. Do more with less9. Be passionate and determined10. Be humble

Atlassian values are:

Open company No bullsh.t Build with heart and balance Don’t f..k the customer Play as a team Be the change you seek

Some examples of the company’s value include:

We will never have grey or any color cubicles Our people work where they please geographically We trust each other; we don’t confuse people with our language We don’t trick people with terms and conditions We speak like people. We are people We answer our phone calls Too much money creates laziness and reduces creativity. We use

our brains first and our wallets second For rentoid, and personally; we don’t work with jerks. Even if it

could be financially beneficial Fun at work is more important than all things. It is not a

corporate event, a team building exercise or a day out We believe in opposites. The opposite of buying and selling is

keeping, recycling, renting.

Leadership, Inspiration, and Positive ChangeA company with the authority to lead, the creativity to inspire and the will to foster positive social and environmental change.

Make The World a Better PlaceA community in which individuals possess the resources, knowledge, courage and commitment to make the world a better place.

Sustainability, Justice, and CompassionA society whose guiding principles include: environmental sustainability, social justice and compassion for all living creatures.

An Earth RestoredAn earth that is restored, protected and cherished for this generationand those to come.

Lockheed Martin

To be the recognized center of excellence for financing solutions thathelp Lockheed Martin companies close sales by designing and providing the best market-based financial solutions that are commercially available to the end customer.

PREMIER VALUES:

Passion . . . to be passionate about winning and about our brands, products and people, thereby delivering superior value toour shareholders.

Risk Tolerance . . . to create a culture where entrepreneurship and prudent risk taking are encouraged and rewarded.

Excellence . . . to be the best in quality and in everything we do.

Motivation . . . to celebrate success, recognizing and rewarding the achievements of individuals and teams.

Innovation . . . to innovate in everything, from products to processes.

Empowerment . . . to empower our talented people to take the initiative and to do what’s right.

Kinko’s

Core Values

1. Alignment and accountability: We accept responsibility for our actions. We make and support business decisions through experience and good judgment.

2. Customer Service Excellence: We are dedicated to satisfying customer needs and honoring commitments that we have made to them.

3. Teamwork: Our team is supportive of each other’s efforts, loyal to one another, and care for each other both personally and professionally.

4. Balance: We are flexible, helping team members strike a healthy work and life balance.

5. Community and environment: We strive to help and improve the communities where we work and live. We are concerned about the environment and promote the use of recyclable products and renewable energy.

6. Integrity: We act with honesty and integrity, not compromising the truth.

7. Passion for results: We show pride, enthusiasm and dedication in everything that we do. We are committed to selling and deliveringhigh quality products and services.

8. Respect: We treat our team members, customers, partners and suppliers with mutual respect and sensitivity, recognizing the importance of diversity. We respect all individuals and value their contributions.

9. Open Communication: All team members are encouraged to openly share theiropinions and views.

Dow

Our mission will be accomplished by living according to values that speak to the economic, social, and environmental responsibilities of business and society.

Integrity – We believe our promise is our most vital product – our word is our bond. The relationships that are critical to our success depend entirely on maintaining the highest ethical and moral standardsaround the world. As a vital measure of integrity, we will ensure the health and safety of our communities, and protect the environment in all we do.

Respect for People – We believe in the inherent worth of people and will honor our relationships with those who let us be part of this world: We, the employees of Dow, are the engine of value creation; ourimagination, determination, and dedication are essential to growth. Wewill work to celebrate and reward the unique backgrounds, viewpoints, skills, and talents of everyone at Dow. Respect for people is measuredby how we treat each other, by the contributions that flow from our diversity, by the productivity of our relationships, and by a job welldone, no matter what the job.

Our communities are our neighbors; their acceptance of us is vital to our ability to operate.

Our customers are our partners in creating value; their loyalty is our greatest reward.

Our shareholders are the beneficiaries of our success; their on-going commitment to us is based on returning to them superior profits over time.

Our respect for people also extends to the consumers whose lives we touch. We will strive to answer people’s most vital needs: forfood, water, shelter, transportation, communication, health and medicine.

Unity – We are one company, one team. We believe that succeeding as one enterprise is as important as succeeding independently. Balancing empowerment and interdependence makes us strong. As one company, Dow’simpact on the world is far greater than the impact of any one of its parts. We will work together, building relationships to create ever-greater value for the customers and consumers we serve.” Outside-in Focus – We believe that growth comes from looking at opportunity through the eyes of customers and all those we serve. Taking an “outside-in” view ensures that our efforts are always relevant and that our unique talents are applied to “real world” opportunities.

We will see through the eyes of those whose lives we affect, identifying unmet needs and producing innovative and lasting solutions. We will bring to this task all of our experience and knowledge as the unique individuals we are.

Agility – At Dow, we believe our future depends on speed and flexibility – mental, emotional and physical. Responding resourcefullyto society’s fast-changing needs is the only road to success. We will meet the forces of change with power and grace. We will make course corrections that demonstrate flexibility as well as courage, and that highlight our ability to keep ourselves aligned with a world in motion.” Innovation – We believe that meaningful, productive change – solvingproblems – only comes by looking at challenges and opportunities from new angles and exercising our curiosity.

In the name of innovation, we will make science a way of living. We will not only master the science of the physical world, but the science of the mind and heart. Our job is to unlock answers that make a fundamental difference to people’s lives. We will use technology to help lead society forward. We will conceive, design, engineer, and execute solutions that remove barriers to human potential and productivity.

Reliant Resources – Electricity

How we create value:

Acting with absolute integrity Collaborating, supporting and respecting one another Communicating openly, honestly and frequently Developing a highly motivated, valued and diverse workforce Optimizing our financial and physical resources Simplifying and improving our processes continuously

Marriott International – Entertainment & Information

Core Values: The “Marriott Way” is built on fundamental ideals of service to associates, customers and community. These ideals serve as the cornerstone for all Marriott associates fulfilling the “Spirit to Serve.”

Rite Aid

Rite Aid is a place where customers are treated with respect and they feel appreciated and welcome.

We are committed to a teamwork environment where every associate is a valued member, treated with respect, encouraged to contribute and recognized and rewarded for his/her efforts.

We value our suppliers as partners. We are committed to the highest level of integrity in every

aspect of our business. We are fiscally responsible and committed to consistently deliver

value for our investors. We communicate openly, honestly and accurately with our

stakeholders: associates, shareholders and suppliers. We are focused on and committed to the healthcare needs of our

customers. We are caring neighbors, involved in community activities in

meaningful ways and committed to reflecting the diversity of eachcommunity we serve.

Ingram Micro

Ingram Micro will achieve results with the highest integrity, with a focus on enhancing the success of our customers, vendors and associates.

We commit to these values to guide our decisions and our behaviors:

TeamworkWe promote and support a diverse, yet unified, team. We work together to meet our common goals.

RespectWe honor the rights and beliefs of our fellow associates, our customers, our shareowners, our manufacturers and our community. We treat others with the highest degree of dignity, equality and trust.

AccountabilityWe accept our individual and team responsibilities and we meet our commitments. We take responsibility for our performance in all of our decisions and actions.

IntegrityWe employ the highest ethical standards, demonstrating honesty and fairness in every action that we take.

InnovationWe are creative in delivering value to our fellow associates, customers, shareowners, manufacturers and community. We anticipate change and capitalize on the many opportunities that arise.

SunocoSunoco, Inc. is committed to:

Profitable Growth - Seeking sustainable, profitable growth by encouraging relentless pursuit of our vision, simplicity of style, speed of action, innovation and leadership in all of our chosen business activities.

Positive Change – Embracing and capitalizing on change, recognizing that every employee must be empowered to stimulate continuous improvement in all aspects of our business.

Enthusiastic Customers – Enhancing our reputation as a company that customers can rely on to deliver products so excellent in their quality, and service so outstanding in its responsiveness, that Sunocowill always be recognized for leadership in the marketplace.

Involved Employees – Striving for a workplace where opportunity, openness, enthusiasm, diversity, teamwork, accountability and a sense of purpose combine to provide a rewarding professional experience thatpromotes fairness, dignity and respect for all employees.

Confident Shareholders – Managing all parts of our business in a manner that builds value into the investment of all shareholders, confirming their confidence in participating in the ownership of this company.

Responsible Citizenship – Conducting our business with the highest standards of ethics, adherence to the law, and “doing what’s right” — thereby continuing Sunoco’s legacy of encouraging a healthy and safe workplace, responsible government, a highly competitive free enterprise system, environmental excellence and community enrichment.

EQUIFAX – Business ServicesIt is all about growth, innovation and deployment of technology, led by the greatest people anywhere.

Our Core Business Values:

We do what we say. We do it with respect. We do it fairly. We do it with integrity. We execute with speed. We take prudent risks. We work as a team. We are accountable for our actions.

We make tough decisions. We are performance driven.

10 Steps For Developing Your Company’s Core Values

Step #1

DECIDE IF YOU’RE COMMITTED to running a values-based company.

This requires more patience with revenues and profits in order to lay the foundation.

Make the decision sooner rather than later.

Step #2

FIGURE OUT YOUR PERSONAL VALUES.

It’s surprisingly harder than you think. Be honest with yourself.

Try using Tribal Leadership author Dave Logan’s “Mountains and Valleys” Core Values exercise to help you define your personal core values by reviewing significant milestones in your life and/or life-changing events.

Step #3

GET KEY PEOPLE’S PERSONAL VALUES.

Partners, managers, and/or influencers.

Zappos Email sent out in 2005

Companies have core values, and we’re working on defining them explicitly for Zappos so everyone is on the same page…

But the purpose of this email is to ask what everyone’s personal values are… please email me 4 or 5 values that you live by (or want to live by) that define who you are or who you want to be… (do not cc everyone)… each value should be one word or at most a short phrase (but ideally oneword)… please email me the values that are significant and meaningful to you personally, not necessarily having anything to do with the company’s values…

Step #4

COMBINE PEOPLE’S VALUES.

Don’t do this by committee – just 1 or 2 people.

Step #5

ASK MANAGERS TO TEST VALUES AGAINST EMPLOYEES & EX-EMPLOYEES.

Zappos Email sent in 2006

We’ve been working on a “Zappos Core Values” document, and the first draft of it is below. Please take the time to read it over and email me (do not cc everyone) any suggestions, additions, subtractions, or other feedback.

In particular, think about any employees that you think represent the Zappos culture well, and whether what you like about those employees is covered by the 10 core values proposed below. Conversely, think about any employees that you think do not represent Zappos well, and whether the reason behind it is due to them not representing one or more of the core values below.

This is a very important document, as we will give the final version to all employees. It will be more or less permanent for all the future years of Zappos, so your input is very important. Please make sure you set aside the time to read and think about it.

Step #6

TEST YOUR COMMITMENT.

Are you willing to hire/fire people based on whether they fit your corevalues, even if an employee adds a lot of value in the short-term?

Step #7

SEND TO ENTIRE COMPANY, AND ASK FOR FEEDBACK.

Step #8

COMBINE PEOPLE’S VALUES (again)

Don’t do this by committee – just 1 or 2 people. You can’t make everyone happy.

Step #9

ROLL OUT CORE VALUES TO ENTIRE COMPANY.

Step #10

INTEGRATE CORE VALUES INTO EVERYTHING YOU DO.

Especially hiring, firing, and performance reviews.

If there are no common values, there can be no image of the future. - Robert Bundy.

In simple terms, core values are set conceptions that you decide to follow in your life or in a business. They give an understanding to other entities around you about your way of thinking and living. Core values can be used in our daily lives, for living a clean and transparent life and coordinating with other people. Nowadays, core values are the most crucial aspects of any successful business, as they contribute a lot in the growth of a company.

What are Core Values of a Company

Core values are the very significant components of the identity of anybusiness. They are specialized standards set by a company regarding the method of its functioning, decision making, problem solving, and customer service. The main aim of any company is to attract profit, which can easily be done if clients and customers are impressed by thesatisfaction provided to them from the services. And for letting the clients know about the quality of the business, core values of a company essentially have to be set. Along with giving the business a unique identity, core values also help in other purposes which are discussed in the following.

Why Have Core Values for a Company

There are many advantages that core values bring. The primary benefit of core values is that they let clients and potential consumers know what the company is all about, and clarifies the identity of the company. Core values are points to be considered for maintaining proper corporate relations with the media, customers, public, and other business entities. Core values also aid companies in the decision-making processes.

If a company has to take an important decision, it adheres to and considers its core values, after which it goes ahead with the appropriate decision. Core values play an important role in other entities about the goals and motives of the company. In business terms, core values are the rules, regulations, and guidelines that areto be considered for the smooth running of the business.

How Should you Create Core Values for a Company

Creating core values is the most significant process in strategic planning. There are some companies who did not give much importance to

setting up their core values, and as a result they stand nowhere in the business world of today. Core values are to be created by first determining all possible positive points of your company, and then realizing how these points can be used for the betterment of the services rendered.

A core value can be anything that the company is best in, such as commitment to providing maximum customer service and satisfaction. Give out your best for the betterment of the processes in your organization, and make way for new values for running the company smoothly. Make sure you choose core values as per the kind of industryyou are operating in.

Some Examples

Customer Service and Satisfaction Quality of Services Integrity Contribution to Career Growth Excellence Creativity Adherence to Deadlines and Deliverables

Remember that for making your business stand in the competitive marketand leading it to success, you should create core values that would speak out in accordance with the quality of services your provide.

What are Core Values?The core values of an organization are those values we hold which form the foundation on which we perform work and conductourselves.  We have an entire universe of values, but some of them are so primary, so important to us that through out the changes in society, government, politics, and technology they are STILL the core values we will abide by.  In an ever-changing world, core values are constant.  Core values are notdescriptions of the work we do or the strategies we employ to accomplish our mission.  The values underlie our work, how interact with each other, and which strategies we employ to fulfill our mission.  The core values are the basic elements of how we go about our work.  They are the practices we use (or should be using) every day in everything we do.CORE VALUES: CORE VALUES ARE NOT:

Govern personal relationships Guide business processes Clarify who we are Articulate what we stand

for Help explain why we do

business the way we do Guide us on how to teach Inform us on how to reward Guide us in making

decisions Underpin the whole

organization Require no external

justification Essential tenets

Operating practices Business strategies Cultural norms Competencies Changed in response to market/

administration changes Used individually

_____ Honesty: Having integrity; and keeping one's promise._____ Courtesy: Being thoughtful of others._____ Responsibility: Being accountable for duties; and actually following through with your duties._____ Compatibility: Being in harmony with others, and having the ability to work well with others._____ Loyalty: Showing allegiance to people and/or things; showing devotion to your company, people or things._____ Enthusiasm: Having a strong affinity towards people and/or things; to show eagerness and a willingness to work with others or things._____ Open-mindedness: Being receptive and interested in the opinions and ideas of others.

_____ Self-Control: Controlling your own actions and feelings._____ Influence: Motivating or encouraging others._____ Initiative: Starting thoughts and/or actions._____ Adaptability: Making changes when necessary._____ Industriousness: Being consistently active; getting your work done._____ Carefulness: Giving watchful attention to people and/or things; making sure that you do things properly._____ Self-Reliance: Having trust in one's self; doing things yourself and feeling confident about them._____ Compassion: Having sympathy and feelings for people with problems._____ Dedication: Being seriously devoted to causes and/or goals._____ Competitiveness: Striving to win._____ Patience: Being able to wait; taking your time to do things._____ Perfectionism: Trying to achieve the highest possible degree of excellence._____ Courage: Meeting danger or difficulties in spite of fear._____ Decisiveness: Making decisions promptly and definitely._____ Drive: Having the energy to get things done._____ Perseverance: Being persistent in pursuit of tasks._____ Calmness: Being serene._____ Stability: Being constant in responses.

_____ Help Society: Do something to contribute to the betterment of the worldI live in._____ Help Others: Be involved in helping other people in a direct way, either individually or in small groups._____ Public Contact: Have a lot of day-to-day contact with people._____ Work with Others: Have close working relationships with a group; work as a team toward common goals._____ Affiliation: Be recognized as a member of a particular organization._____ Friendships: Develop close personal relationships with people as a result of my work activities._____ Competition: Engage in activities which pit my abilities against otherswhere there are clear win-and-lose outcomes._____ Make Decisions: Have the power to decide courses of action, policies, etc._____ Work under Pressure: Work in situations where time pressure is prevalent and/or the quality of my work is judged critically by supervisors, customers or others._____ Power and Authority: Control the work activities or (partially) the destinies of other people._____ Influence People: Be in a position to change attitudes or opinions of other people._____ Work Alone: Do projects by myself, without any significant amount of contact with others._____ Knowledge: Engage myself in the pursuit of knowledge, truth and understanding._____ Intellectual Status: Be regarded as a person of high intellectual prowess or as one who is an acknowledged "expert" in a given field.

_____ Artistic Creativity: Engage in creative work in any of several art forms._____ Creativity (general): Created new ideas, programs, organizational structures or anything else not following a format previously developed by others._____ Aesthetics: Be involved in studying or appreciating the beauty of things, ideas, etc._____ Supervision: Have a job in which I am directly responsible for the workdone by others._____ Change and Variety: Have work responsibilities which frequently change in their content and settings._____ Precision Work: Work in situations where there is very little tolerancefor error._____ Stability: Have a work routine and job duties that are largely predictable and not likely to change over a long period of time._____ Security: Be assured of keeping my job and a reasonable financial reward._____ Fast Pace: Work in circumstances where there is a high pace of activity, work must be done rapidly._____ Recognition: Be recognized for the quality of my work in some visible or public way._____ Excitement: Experience a high degree of (or frequent) excitement in thecourse of my work._____ Adventure: Have work duties which involve frequent risk-taking._____ Profit, Gain: Have a strong likelihood of accumulating large amounts ofmoney or other material gain._____ Independence: Be able to determine the nature of my work without significant direction from others; not have to do what others tell me._____ Moral Fulfillment: Feel that my work is contributing significantly to aset of moral standards which I feel are very important._____ Location: Find a place to live (town, geographical area) which is conducive to my life style and affords me the opportunity to do the things I enjoy most._____ Community: Live in a town or city where I can get involved in communityaffairs._____ Physical Challenge: Have a job that makes physical demands which I would find rewarding._____ Time Freedom: Have work responsibilities which I can work at according to my own time schedule; no specific working hours required.

*Ability to influence *Material possessions*Achievement *Mental challenge*Adventure *Music*Art *Neatness and orderliness*Availability to my children *Patriotism*Beautiful surroundings *Personal appearance*Church participation *Peace of mind*Community participation *Pets*Companionship *Physical challenge*Competitiveness *Pioneering

*Creativity *Power*Dance *Recognition*Education *Reputation*Ethics *Respect*Excitement *Satisfying love relationship*Exercise *Security*Fame *Self-esteem*Family time *Self-improvement*Financial comfort *Self-knowledge*Flexibility *Sense of accomplishment*Generosity *Sense of control*Good family relationships *Social status*Happiness *Spiritual development*Health *Sports*Helping others *Theater*Hobby *Time to yourself*Honesty *Tolerant attitudes*Humility *Travel*Independence *Truth*Integrity *Volunteering*Intellectual stimulation *Wealth*Justice *World in which human and nature are in

balance*Leisure time *World without discrimination*Loving and understanding friends *________________________*Loyalty *_________________________*Making the ³team² *_________________________

*Absorb stress *Honest *Relay accurate info*Accept supervision *Identify alternative action *Reliable*Alert *Identify needs *Remember facts*Ambitious *Identify problems *Resourceful*Ask questions *Imaginative *Responsible*Assertive *Independent *Responsive*Capable *Industrious *Results oriented*Cheerful *Intelligent *Self-confident*Complete assignment *Know how to learn *Self-esteem*Concerned for others *Leadership *Self-motivated*Considerate *Learn quickly *Sense of humor*Cooperative *Logical *Sensitive*Coordinate *Loyal *Serious*Creative thinker *Manage time well *Set goals*Deal with ambiguity *Mature *Set priorities*Delegate *Meet deadlines *Sincere*Dependable *Methodical *Spontaneous*Eager *Modest *Steady*Expressive *Motivated *Strong*Flexible *Open minded *Take responsibility*Follow instructions *Optimistic *Teamwork*Follow through *Organized *Thrifty*Friendly *Original *Trustworthy*Get along with others *Patient *Unpretentious*Get things done *Physical strength *Use of common sense*Good attendance *Practical *Versatile

*Good listener *Pride in doing a good job *Well-informed*Good nature *Problem solver *Well-organized*Good sense of directions*Productive *Willing to learn new *Hard worker *Punctual things

Data People Things*Analyzing *Advising *Adjusting*Calculating *Caring for *Assembling*Classifying *Confronting others *Building*Collating *Consulting *Calibrating*Comparing *Coordinating *Carrying*Compiling *Counseling *Crafting*Composing *Directing *Cutting*Computing *Empathizing *Demonstrating*Coordinating *Entertaining *Designing*Copying *Guiding *Disassembling*Creating *Helping *Driving/Operating*Developing ideas *Influencing others *Emptying*Evaluating *Informing *Feeding/Offbearing*Examining *Instructing *Finishing/Refining*Filing *Interpreting procedures *Guiding*Gathering *Leading *Handling*Interpreting *Listening *Loading*Investigating *Managing *Manipulating*Managing money *Mentoring *Monitoring*Observing *Motivating *Moving*Organizing *Negotiating *Operating/Controlling*Presenting *Persuading *Precision working*Reading *Serving *Preparing*Recording *Speaking *Pushing*Reporting *Supervising *Regulating*Researching *Supporting *Remodeling*Sorting *Taking instructions *Repairing*Synthesizing *Teaching *Setting up*Transcribing *Training *Stacking*Writing *Treating *Tending

(Go directly to: Attitudes, Attributes, Social E ndowments , Skills,; Several Steps Further)

Trait-Positive Trait-NegativeAttitudes

accepts authority, loyal, devoted rebellious

accepts what's given ignores, rejects what's given

affectionate distant, cold, aloof

aspiring, ambitious, self-satisfied, unmotivated

motivated

candid closed, guarded, secretive

caring uncaring, unfeeling, callous

change; accepts, embraces- rejects change

cheerful cheerless, gloomy, sour, grumpy

considerate, thoughtful inconsiderate, thoughtless

cooperative uncooperative, unhelpful, combative

courageous cowering, fearful

courteous rude, impolite

decisive indecisive

devoted uncommitted, uncaring, hostile

determined indecisive, unsure

does what is necessary, right does what is convenient

perseveres, endures relents, gives up

enthusiastic unenthusiastic, apathetic, indifferent

expansive kept back, tight, constricting

faith in life life can't be trusted

faith in oneself lack of faith in self

faith in others others can't be relied on

flexible inflexible, rigid, unbending,stubborn

forgiving unforgiving, resentful, spiteful

focused unfocused, scattered

freedom given to others authoritarian, controlling

friendly unfriendly, distant, aloof, hostile

frugal, thrifty wasteful, spendthrift

generous stingy, miserly, selfish

goodwill ill-will, malice, hatred

grateful ungrateful, unappreciative

hard-working lazy

honest dishonest, deceiving, lying

humble arrogant, conceited, ego-centric

interested indifferent, uncaring

involved complacent, indifferent

jealous, not jealous, envious, covetous

kind unkind, uncaring, cruel, mean

mature immaturemodest vain

open-minded, tolerant narrow, close, small-minded, intolerant

optimistic pessimisticperfects allows imperfection

persistent, sustaining flagging, fleeting, unsustaining

positive negative

practical impractical, not viable

punctual late, not on time

realistic naïve, impractical

reliable unreliable, undependable

respectful disrespectful, rude, impolite

responsibility; takes- blames others

responsible [ep to 9 levels] unreliable, undependable

responsive unresponsive, unreceptive

self-confident lack of self confidence, insecure

self-directed directed by externals

self-disciplined undisciplined, unrestrained, indulgent

self-esteem, high self-esteem, confidence - low

self-giving self-centeredself-reliant dependentselfless selfishsensitive Insensitive, indifferentserious silly, trivial, pettysincere insincere, dishonestsocial independence social approval requiredsympathetic unsympathetic, unfeeling

systematicunsystematic, disorganized, disorderly, random

takes others point of view insists on own view

thoughtful towards others thoughtless, inconsiderate, callous

trusting suspicious, mistrusting

unpretentious pretentious, affected, ostentatious

unselfish selfish

willing does, willingness unwilling, reluctant, recalcitrant

work-oriented convenience first [ep

psych/soc]

Attributesachieved; has- hasn't achieveadventurous conventional

Substance-free Substance-abuse (alcohol, drug)

alert dull

aware of opportunities ignorant of opportunities

calm excitable, nervousclean [ep to 9 levels] dirty, unkempt

clear goals lack of, jumbled goals; directionless

clear thoughts muddled thoughts, confused

completes leaves hanging, doesn't complete

comprehends doesn't comprehendconscious unconsciousconscious of one's weaknesses

unconscious of one's strengths

constructive destructive, complaining

content-oriented outer, surface, form-oriented

creative uncreativedelegates tries to do everythingdeliberative recklessdetail-oriented scrimps on detailsdevelops mental capabilities

leaves mental capacitiesas is

directed, has direction directionless, unfocuseddisciplined dissipatingdynamic passive

educated uneducatededucation exceed previous generation

education not exceed previous generation

education greater than present level of achievement

education less than present level of achievement

education greater than previous generation

education less than previous generation

efficient inefficienteffort taking lack of efforteffort achieves results effort wastedenergetic listlessenterprising enterprising, notentrepreneurial entrepreneurial, notenvisions the unseen visionlessexperienced (in area) inexperienced (in area)fatigue-free tired, fatigued

focused unfocused, addled, scattered

goal-oriented goalless, directionlessgood evilgraceful clumsyhas enough time never has enough timehealth robust, strong constitution

poor health, weak constitution

high goals low, no goals

higher social interests lower, no social interests

idea-driven ideas don't motivate to act

imaginative unimaginativeimproves self stays the samein rapidly expanding field of work

in static or declining field

initiates (has initiative) lacks initiative

innovative conservative

insightful lacks insight, blind to,ignorant of

intelligent stupidknowledgeable ignorant, uniformedknowledgeable in a particular area

no knowledge in a particular area

leads others submits, yields to others

lives from the depths oflife

lives on the surface of life, superficial

lucky; things go your way unlucky

money circulated for improvement

money hoarded for security

motivated unmotivatednerves strong nerves weakobjective subjective, biasedobservant blind to, oblivious toorganized disorganizedpatient impatient, expectant

personable non-engaging, distant, cold

physical stamina lack of stamina

polite, mannered impolite, ill mannered, rude

previous success in family life

previous failure in family life

previous success in school

previous failure in school

previous success in work previous failure in workproductive interactions with others chit-chatting

professional (acts) amateurish (acts)professional qualification achieved

no professional qualification

punctual lateregular irregular, erraticrelationship with other(s) positive

relationship with other(s) negative

resourceful unresourceful, helplessresponsible irresponsible

results-oriented does for doing's sake, being merely occupied

risk-taker averse to risk

sees the whole picture seeing only parts of thepicture

seeks improvement self-satisfiedspiritual, inner connection

lacks any spiritual, inner connection

stamina lack of staminastrong; physically- weak; physically-strong; psychologically- weak; psychologically-stress-free, relaxed stressed, tense

(has had) supportive family or friends

(has had) indifferent, uncaring family or friends

systematicunsystematic, disorganized, disorderly, random

tough weak, softtrustworthy untrustworthywealthy impoverishedwealth in present generation

poverty in present generation

well-behaved ill behavedwork is in harmony with personal life

work is in conflict withpersonal life

Social Endowmentsaffectionate family indifferent, hostile family

upbringing upbringinghigh mental abilities in family

poor mental abilities in family

parents attained high social status

parents have low social status

parents motivated, gave direction

parents demotivated, gave no direction

parents rose & accomplished parents remained in same position

(inheritance) physical attributes are fine

(inheritance) physical attributes are poor

(had) previous success (in school, work, family life)

(had) previous failure (in school, work, family life)

prosperity in family upbringing poverty in family upbringing

psychological health and well-being psychological problems

prosperity in surrounding society

poverty in surrounding society

supportive social environment indifferent social environment

 

Skillscapacity to judge others unable to judge otherscareful, graceful with objects careless, clumsy

communication skills communication skills, lack of(can) exercise authority cannot exercise authoritydelegation skills delegation skills, lack ofleadership skills leadership skills, lack oflistening skills listening skills, lack ofmanagement skills management skills, lack ofmotivating skills motivating skills, lack ofnegotiating skills negotiating skills, lack oforganization skills organization skills, lacksplanning skills planning skills, lack of

problem-solving skills problem-solving skills, lack of

public speaking skills public speaking skills, lack of

reconciling problems, conflicts at higher level skills

reconciling problems, conflicts at higher level skills, lack of

skilled unskilledskilled, talented exceptionally in particular area

not skilled, talented exceptionally in particular area

speaking skills speaking skills, lack ofteamwork skills teamwork skills, lack of

technical work skills technical work skills, lack of

time management skills time management skills, lack of

verbal skills verbal skills, lack ofwriting skills writing skills, lack of

  Adaptability

Alertness

Appreciation

Aspiration

Caring

Cheerfulness

Communication Skills

Competitiveness

Confidence

Contentment

Curiosity

Decisiveness

Enthusiasm

Excellence

Fairness

Family

Forgiveness

Fortitude

Friendworthy

Honesty

Humility

Imagination

Initiative

Leadership

Loving

Loyalty

Management

Obedience

Orderliness

Peacemaker

Perseverance

Positive Attitude

Preparation

Prudence

Punctuality

Relaxation

Resilience

Responsibility

Self-Awareness

Self-Control

Self-Esteem

Self-Reliance

Sexual Identification & Appreciation

Social Skills

Spiritual Awareness & Strength

Teamwork

Temperance

Thriftiness

Time Awareness & Effective Use

Values

Wisdom

Work Habits