Relationship Marketing Approaches in Services Marketing

| 2012 | | Relationship Marketing Approaches in Services Marketing | | | Over the last years the focus of marketing has changed from transactional to relationship marketing because companies realized that is cheaper to keep old customers rather than attracting new ones. Also this shift has occurred because of the intense rivalry that can be noticed in every industry. Besides its main goal of retaining customers and encouraging repeats, relationship marketing also creates value through relationships between buyers and sellers as well inside the organisation, or external with competitors, suppliers and distributors. A develop definition of relationship marketing by Christian Grà ¶nroos in 1989 would be: The purpose†¦show more content†¦Improving customer satisfaction and longevity, providing a competitive edge and reducing marketing expenses are just relationship marketing strategies that have a great impact on a company. By adopting this marketing pattern, there are created benefits, not only for the service firm but also for its loyal customers, such as lower marketing expenditures, stability, new barriers for new competitors and reduced uncertainty. A big advantage for the relationship marketing approach is that it lowers the operating costs. Having loyal customers means that the company gets to know its buyers more and more with each transaction. Being based on a relationship approach, a company requires less information about the customer because with each encounter with him, the firm adds new information to the customer database. Strategically, a company based on the relationship marketing, has long term customers increasing their profits. Having more advantages for the customers than a traditional transactional marketing based company, a relationship marketing approach confers the company the possibility of charging more for their services without affecting the number of customers. A good example is the medical industry where a known individual might be willing to pay more for a doctor they know rather than choosing a cheaper competitor. In the services market a company may even charge more their premium customers forShow MoreRelatedCurrent Health Care Marketing Techniques and Trends821 Words   |  3 Pagesï » ¿Current Health Care Marketing Techniques and Trends Current Health Care Marketing Techniques and Trends: In past few decades, the nature of marketing in the health care industry has changed significantly because of the recent developments that have contributed to the need to develop innovative marketing techniques and trends. These developments witnessed the adoption of marketing techniques from other industries and the creation of marketing approaches that are healthcare-specific. Some of theRead More Principles of Marketing Essay1405 Words   |  6 PagesPrinciples of Marketing The Marketing Mix 1: Products, Brands Their Distribution Question 1: Explain what Fournier means by â€Å"having a relationship† with a brand. Establishing a relationship with a product brand sounds like a strange thing, we often have numerous relationships with the brands of products we purchase without even knowing why we do. The article by Fournier plainly defines that for a relationship with a brand to exist there must be some kind of interdependence between the productRead MoreMarketing Strategies For A Marketing Strategy1235 Words   |  5 PagesMarketing strategies A marketing strategy is a description of goals that need to be achieved with marketing efforts. A marketing strategy is normally formed by an organizations business goals. Business goals and a marketing strategy should go hand-in-hand. 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Now to get more in depth on marketing. Marketing is a group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods, services, and ideas to create exchanges that satisfy individual and organizational goals. Marketing ensures that the products consumers want to buy are available a t a price they are willing to pay and that theRead MoreOperational Plan For A Strategic Plan991 Words   |  4 Pagesbasis to ensure sufficient progress is being made towards achieving the objectives and so priorities can be revised as necessary. The plan starts with objectives and evaluation of opportunities in the market and available resources. It also includes service operations concept indicating the geographical scope, setting up of operations, illustrates facilities design and layout and specifies when and how operating resources will be used to perform particular activities. The process also includes sequencingRead MoreCustomer Relationship Management As A Philosophy1253 Words   |  6 Pages1.1 Background Customer Relationship Management as a Philosophy started in the 70s. Peter Drucker, a well-renowned management consultant, stated that The true business of every company is to make and keep customers. Today, the concept of CRM has grown in a global scale. Companies have evolved to focus products solely based on customer’s demands. Over the years, the CRM model does not limit to just being about customer centric but also to use customer profitability as a catalyst in making decisionsRead MoreExamine the view that marketing theory and concepts portrayed in the traditional marketing literature have only limited application in guiding small business marketing practice.1693 Words   |  7 Pageslooking at the marketing theory and marketing concepts which are portrayed in the traditional marketing literature, and how they have limited application in guiding small business marketing practice. Marketing plays a vital role not only in developing, producing, and selling products or services, but also in guiding recruiting labors and raising capital. Although it can be said that successful entrepreneurs undertake marketing in unusual ways. 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This campaign is aimed at examining diverse aspects of obtaining a marketing degree offered at our university from a business perspective coupled with evaluating our students’ experiences. The marketing department of the university has i dentified students, parents and academic sponsor as prospective

The Abc Free Essays

HOLY TRINITY SCHOOL 4U BIOLOGY 2012/2013 Independent Study Project: Homeostasis, Maintaining Balance In these investigations, students will be involved in the initiating and planning of a scientific study. You will be performing library research, then designing and implementing a study in which you will record, analyze, interpret, and communicate your research and data. A formal written report as well as an oral presentation of this information to your peers will be required. We will write a custom essay sample on The Abc or any similar topic only for you Order Now Students will be expected to demonstrate skill in: – using safe lab techniques – designing properly controlled investigations to test hypotheses concerning selected variables – describing, recording and interpreting data from the above investigations – writing a formal report of their findings – preparing and teaching information to their classmates on their study topic The area of Homeostasis gives opportunity for varied and interesting research. Many different types of organisms are available for study, from invertebrates such as worms or insects, to larger organisms like plants, mice, dogs, cats, horses, or humans. Topics that can be investigated are not restricted to this broad area, but might look at areas such as †¢ homeostatic processes involved in maintaining water, ionic, thermal, and acid-base equilibria in response to both a changing environment and medical treatments (e. g. investigate the feedback mechanisms involved in water balance or thermo-regulation; study the buffering system of blood; investigate the operation of the nervous system or endocrine system; study how chemotherapy affects homeostasis); †¢ the mammalian immunological response to a viral or bacterial infection; †¢ the impact of environmental factors such as allergens on homeostasis within an organism. †¢ physiological effects of drinking coffee or using sports drinks and performance †¢ invertebrate responses to external sti muli (e. g. , nstinctive behaviour in response to chemical stimuli or light); †¢ impact of environmental factors on the growth and propagation of bacteria or plants †¢ the effect of dietary supplements on health; study the effect of taking large quantities of vitamins or amino acids; determine whether substances or practices people use to cope with stress actually work Students may work in pairs, but you should be aware that one report is submitted, with both partners receiving the same mark. There are both benefits and pitfalls to working with a partner, so think carefully about this option if you decide to take it. I will expect the paper to be between 2000-4000 words in length, but the presentation length will not be doubled). Please take note of the following requirements and timelines. Although all due dates are negotiable well in advance, I will expect people to commit to them and maintain a progressive approach to their work. Specific Requirements: Topic proposal-co mpleted sheet stating the organism and problem you plan to investigate Journal-a diary recording: Date Description (BRIEFLY) Time spent on a daily basis e. . Jan. 14 surfed Web for topics 30 minutes Resources-identify at least two books, two journals and two Internet sources, with a paragraph describing the information you expect to use from each of them (i. e. six paragraphs) Method-outline the actual equipment, procedures, and measurements to be done Rough notes-hand written outline of essay (NOT a rough draft) or digital files (CD, USB, whatever) Final paper-1000 to 2000 words, plus table of contents, data, charts, graphs proper referencing with Reference List Presentation -a ten minute (max. ) summary of your work, including a one-page handout for the class. Due Dates:Topic proposal +Journal entriesMon/Tues, Jan. 21/22 Resources +Journal entriesThurs/Fri Jan. 31/Feb 1 Method +Journal entriesWed/Thurs Feb. 6/7 Rough notes+Journal entriesWed/Thurs Mar. 6/7 Final paper+Journal comp leteWed/Thurs, Apr. 10/11 Presentations Wed, Fri, Tues Apr. 10, 12, 16 Thur, Mon, WedApr. 11, 15, 17 How to cite The Abc, Papers

Instrumental Conditioning

Introduction Instrumental conditioning is learning through consequences. Those behaviors that produce positive results are reinforced, while those behaviors that produce negative results are weakened (Gonzalez Sawicka, 2003). An analysis of bicycle riding reveals that the learning process is psychologically affected by both reward and punishment.Advertising We will write a custom essay sample on Instrumental Conditioning specifically for you for only $16.05 $11/page Learn More Learning and Teaching how to ride a Bicycle Learning to ride a bicycle can start when a child or an adult develops a desire to ride a bicycle. It may be related with what the age mates are doing. A feeling of freedom and fun is a motivation in a learning process. One should start learning from the simplest way and advance to the complicated levels. The learning process involves five major steps (Mozer, 2011). Firstly, one should learn on how to balance a bicycle on a flat field. P rotective clothing such as helmet, long pants and gloves are important in this exercise. The learner should then go to up on a sloppy place and lift up his feet off the ground as he goes down the hill on the bicycle. This helps to exercise on balancing the bicycle (Mozer, 2011). The second step should be pedaling. The learner should put his feet on the pedals and try to pedal. It is recommended to start with one pedal and then proceed on to both pedals. The learner should repeat this action until he feels comfortable. The learner then can pedal up the hill after being able to pedal down the hill. During this process, one can increase the number of pedaling runs (Mozer, 2011). Riding a bicycle in a straight line should be the initial way of learning to ride a bicycle. It has been recommended that a learner should start by pedaling with one foot and later on the other foot can catch up. Developing good habits from the beginning gives the learner a smooth start (Mozer, 2011). Looking s traight ahead helps in riding a bicycle in a straight line. Flexibility and staying relaxed is a key to learning how to ride a bicycle. Turning one’s head may cause the bicycle to swerve. Care should be taken when stopping a bicycle by applying both the rear and front brakes simultaneously (Mozer, 2011). At this point, the learner can start making turns. It is recommended that there should be some slowing down before negotiating a corner. Learning how to make a turn involves the combination of steering abilities as well as putting into use what one has already learnt. In the whole of this process, crashes are expected. The instructor should be keen to comfort, coerce, cheerlead and bandage and also be patient with the person he/she is training (Mozer, 2011).Advertising Looking for essay on psychology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Positive and Negative Reinforcement in Riding a Bicycle Learning and behavior are linked together and thus behavior is susceptible to be changed by a learning process (Psychology, 2011). When one is learning to keep the balance, pedaling and steering, he/she may fall several times. The learner should understand that all the learning stages may not be accomplished successfully as some stages may have to be repeated once or twice. From the consequence of what the learner gets, he responds accordingly. The behaviors that cause a fall will not be repeated e.g. if turning the head was the cause of falling, the likelihood of not repeating turning the head will be quite high consequently the behavior of turning the head will be weakened. If one succeeds in riding the bicycle and gets a smooth start, the learner easily gets to the next step. One’s history in riding a bicycle can function as either a positive or negative reinforcement. Reinforcement is caused by both emotional and physical states of the learner (Sidman, 2006). Encouragement is very crucial in a learning process. When the rider improves and is encouraged, the behavior will be reinforced. If the learner feels challenged and on repeated trials fails, he will possibly feel discouraged and the learning process may be slowed down. If the learner for example falls, this would be a negative result (Mozer, 2011). The process of trial and error is repeated until one gets used to balancing the bicycle. After knowing how to pedal one may get so exited and feel that he/she can speed up down the streets. Another problem comes in if he/she is not able to stop and brake effectively. This may bring falls, hurts or wounds. After many trials the person learns to stop the bicycle without inflicting personal injuries (Psychology, 2011). Role of Reward and Punishment in Cycling Skinner developed a theory in learning and noticed that he could train pigeons and other animals (Psychology, 2011). Their response was modified because of the use of a reward which was food. The pigeon realized that upon pecking some identified spot it some food dropped from somewhere. This tempted the pigeon to repeat the process continuously as it led to more availability of food. The pairing of behavior and reward is also significant while learning to ride a bicycle. The behavior in this condition is voluntary. This is known as operant conditioning.Advertising We will write a custom essay sample on Instrumental Conditioning specifically for you for only $16.05 $11/page Learn More It has been noted that â€Å"operant conditioning includes pairing through reinforcement and punishment† (Psychology, 2011, p. 1). Being rewarded enhances one to learn the process being rewarded faster (Psychology, 2011). Social learning is also an important aspect while learning how to ride a bicycle. When a learner sees other people taking pleasure in riding a bicycle he/she is likely to be encouraged into acquiring the skill (Psychology, 2011). Knowing how to balance and pedal will cause the learner to cycle more skillfully. He will progress to turning, steering and braking without making many mistakes. Confidence in riding a bicycle can be viewed as a positive reinforcement. Positive punishment enhances learning the correct behavior. This means if the learner knows where he/she makes mistakes and falls e.g. at corners, he/she will be more careful when he/she reaches the corners and will not probably be speeding up at such points (Psychology, 2011). Negative punishment is eliminating a factor or variable that results to diminishing a given behavior (Psychology, 2011). Reinforcement can be of fixed ratio, variable ratio, fixed interval or variable interval. In learning to ride a bicycle the reinforcement is of variable ratio. The number of times that one must ride the bicycle in order to become an expert is unknown (Psychology, 2011). Conclusion Learning how to ride a bicycle is a process. What one experiences in the first step determines how he/she will proceed to t he next stage. Behaviors that contribute to good riding are enhanced while those that bring punishment such as falls are weakened. This reveals that the learning process is psychologically affected by both reward and punishment. References Gonzalez, J. G., Sawicka, A. (2003, January 6-9). Modelling Instrumental Conditioning. Web. Mozer, D. (2011). Learning to Bicycle Without Pain, Teaching Bicycling Without Strain. Web.Advertising Looking for essay on psychology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Psychology. (2011). Learning and Behavior. Web. Sidman, M. (2006). The distinction between positive and negative Reinforcement. Web. This essay on Instrumental Conditioning was written and submitted by user Isabel Flowers to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

A Guide to Writing Essay for Scholarship

A Guide to Writing Essay for Scholarship There's a greater probability of the scholarship committee throwing the essay paper in case it doesn't concentrate on the subject. A self-introduction essay is, in most instances, written utilizing the first-person perspective. You're judged for utilizing the chance of expressing your nature and intellect in a compelling tone. In the event the answer is negative, talk about how you want to modify. The next thing to do is to select literature and sources of the info that you require. If you would like to fully grasp how to compose an essay for a scholarship, it would be prudent to begin from ordering a low-cost custom writing help online. Writing quality essays is the principal use of our services. If you neglect to set yourself aside from the other applicants, you'll get lost in the shuffle. A winning scholarshipessay is one which truly sets a specific applicant besides the others. If you're asking for a scholarship, odds are you 're likely to should compose an essay. Scholarships can supply the opportunity that you go the faculty that you dream about. Colleges are not searching for perfect men and women. They want to see that you can follow instructions. Life, Death, and Writing Essay for Scholarship The primary reason is that to learn more about how to begin a scholarship essay, an individual should comprehend the character of the essay. Let's see below how to handle essay questions. An essay outline will allow you to organize the total structure of your essay. You have to make your essay stick out. The essay is your opportunity to demonstrate how you are the perfect representative. A self-introduction essay might be among the easiest essays to get started. The Benefits of Writing Essay for Scholarship Your assignment is being taken care of simply as you would like to pay for essays. Don't forget to begin your essay strongit should have the capability to spark the interests of your readers. Therefore, this kind of article is really a story that you just make as a means to show that you're competent for faculty financial aid. Possessing another man reading the essay is vital. New Questions About Writing Essay for Scholarship Application essays about challenges reveal how you respond to difficulty to individuals who are really interested in how you'll handle the subsequent four years all on your own. Now you have a clearer idea on how best to write a vari ety of forms of scholarship essays, your upcoming success is in your hand! There is nobody way to compose a winning scholarship application. Simply submit 10 reasons why it's in your best interest to receive $1,500 for college and you may be the lucky winner. The Basics of Writing Essay for Scholarship Aside from filling in various applications, you have to compose a really outstanding essay. Recycle as much as possible! You might locate a lot of tips online about how to compose a self-introduction essay, but here are a few tips that you might discover useful. Sometimes, it's carefully observed that it isn't the scholarship that's granted to students while the students want to center on the exact same. No matter your accomplishments and academic achievements, students will need to compose a potent essay if you need to win a scholarship, you must want to understand how to begin a scholarship essay. To succeed, they have to consider how to start a scholarship essay. The major ity of the students don't have any ideas on how best to begin a scholarship essay. Using Writing Essay for Scholarship Although hand-written letters appear to be an artifact of the past, take into account the effect they'll have concerning the recipients in the present world of immediate electronic communications. Before start to write you've got to understand the mission and values of the organization or organization that offering the scholarship. The scholarship is the ability to attain a type of reward that's given to students. The student is liable for the other fees (for instance, books and other supplies necessary for the course) at the right time of registration. The rest of the essay usually demands you to analyze a particular topic or explain your experience in a special place. Make certain that your essay is neatly typed, and that there's plenty of white space' on the webpage. After you understand what your essay should address, spend a small time brainstorming id eas. Even though this kind of essay should only be 250 words long, you have to organize your ideas beforehand. The Hidden Truth About Writing Essay for Scholarship The exact first thing in building a Form Letter or performing a Mail Merge is going to be to make your template document. Our site provides custom writing help and editing aid. The total format of your essay, for example, font size and margins, will solely rely on the instructions offered to you. Every paper is going to be treated as individual. The essay contest will concentrate on fathers' rights. If you would like to succeed and know how to write a scholarship essay, it's also wise to find acquainted with the most frequently made mistakes. Writing an essay is a rather easy and very hard job, at the identical moment. Most Noticeable Writing Essay for Scholarship D. degrees that are always prepared to compose a necessary essay taking into consideration customer's individual preferences together with future t argets. Conversely, provision of scholarship opens the chance to more evolution of career to get the experience required in leadership. Try to remember, an essay you should submit is the most crucial region of the application, since it supplies the scholarship committee a crystal clear idea of who you are, your potential, goals in life, and naturally, dedication. Instead, mention the way your education can aid your career. All About Writing Essay for Scholarship Applicants have to be legal U. Know Your Audience Read the scholarship application instruction is step one the way to to initiate a scholarship essay. The True Meaning of Writing Essay for Scholarship So it's exceedingly critical that you compose a superior resignation letter before leaving occupation. Try to remember, on the outside the envelope, list the name of the particular scholarship you're inquiring about. The most essential part of the correspondence is that the date that you expect to be making the transfer from your present position.

Research Essay Topics From Reddit

Research Essay Topics From RedditIn an ideal world, all research essay topics would be invented at the same time. This is a great goal but is not likely in this world of computerized information. Still, if you were to create a research topic based on similar sources, you would most likely benefit from a similar approach.So, what are some of the best research essay topics created by internet users? Some ideas include:One of the best ideas I've seen for research essay topics comes from Reddit. For example, this person explains how to use Google's Instant Articles feature to write a research essay. They also used this research to provide an explanation of what an article is and why it can be useful to those who have questions about a particular topic. What is great about this idea is that it is not so generic.Now, if you were to create an essay using an idea from a software engineer employed by a company, you would certainly be in a much better situation. It is a given that you would ha ve a much better chance of getting some credit for your hard work, simply because it would be a first for you. While a software engineer probably knows most things there is to know about their profession, there are still things that they do not know.On the other hand, there are professionals who can literally develop any idea they can think of into a design service, or a web-design service, or even a marketing plan. If this information is worth a lot of money, you might consider designing a new field of study, one that is actually useful.A good software engineer doesn't just have all the skills they need to work, but can come up with ideas that are practically the same as their competitors. Why would any potential client to give a great deal of money to someone who didn't create a research topic based on the ideas that they require?Of course, you are not limited to making your own research essay topics. You can also look up many different topics from the internet. Sometimes it is he lpful to look for subjects on related topics that are similar to the one you want to write about.Just because you are a good software engineer does not mean that you are destined to write only about tools. Good writers can look up as many different types of topics as they can find, and they can come up with great research essay topics that are unique to their type of skills.

New Article Reveals the Low Down on Research Paper Topics about Robots and Why You Must Take Action Today

New Article Reveals the Low Down on Research Paper Topics about Robots and Why You Must Take Action Today Finding the Best Research Paper Topics about Robots It addresses the building of robots that could act and work like human beings. Despite some claims made for the upcoming evolution of artificial intelligence, computers are most likely to remain calculating machines without the capacity to think or create for a very long moment. The large part of the industrial robots being used on earth today are observed in Japan. They are usually used at industries. On the flip side, if we take the illustration of the movie AI, artificial intelligence, the growth of the machine will cause a robot who can love, therefore contributing to peace on earth, not war. Research Paper Topics about Robots - the Conspiracy If you want to produce the superior essay on microeconomics topics all on your own, the very first place you should search is the internet. It's possible to contact us for an y sort of thesis-related help on at least one of these topics. Don't neglect to pick a topic that interest you. The Research Paper Topics about Robots Chronicles You'll quickly discover that a tiny discussion can go quite a way. Think that it over you'll discover a whole lot of good ideas! If you're writing about social problems, you will usually be writing about the way the topic affects larger groups of people, like how poverty affects a whole generation. A great deal of individuals feel overwhelmed with the idea of creating an eBook. And various websites on the net. The Advantages of Research Paper Topics about Robots It gives computers the capacity to understand human speech. The secret to perfect gift giving is to regard the graduate. To get started researching local problems, head straight to local newspapers and internet sources. There are varieties of basketball courts but be sure you're likely to find the maximum high quality court for your boy or girl. With perso nalized jerseys of the NFL, you are certain that you've got the ideal design. And perhaps above all, gathering information from reviews by actual owners will provide you with the ideal opportunity to select a make and model that you're going to be pleased with for decades. Using NFL jerseys is quite common. Locating a cheap NFL jersey has been a daunting undertaking for a lot of the hardcore fans regardless of the team they support for. Severe acne can result in a formation of large pimples that go deep within the epidermis. Not merely in the home, but in the schools too, it's extremely important to keep a good hygiene condition. The hygiene is dependent on various ailments. Definitions of Research Paper Topics about Robots The very first layer comprises the input neurons. Many other types of sensors can likewise be set on robots. In the approaching time, this technology will be put into place in virtually every application and device. The Fight Against Research Paper T opics about Robots Vacuuming is only the start. There's no denying to the simple fact that Artificial Intelligence will have a tremendous effect in our everyday life. How to Choose Research Paper Topics about Robots This is also a terrific benefit if you have children! An actual android would also need to house or be related to the computer-equivalent of a human brain. It is a means to meet new individuals, too. They might be on anything particularly if you're a college student. Robots have the capacity to learn from their experience. Statistics play a vital part in data mining procedure. Computing skills are frequently used in day-to-day pursuits. Research Paper Topics about Robots Ideas They may consist of technological advances like radio control, but for the large part they can only execute an established routine of entertaining but otherwise useless actions. A shadow box is an excellent method to display larger dog-related items that won't match in a normal frame . Attempt to prepare a backyard court.

Argument Essay Sample For Essays

Argument Essay Sample For EssaysArgument essay sample for essays is one of the many requirements for most college or university. Most essays should have some sort of analysis or comment to support the student's point of view. The argument essay sample for essays is an effective way to convince the reader about your point of view.One easy ways to create your own essay is by using the topic outline. Once you create the outline, you will know where the argument will be placed in the essay. You can also use the summary of the essay as a guide on the content of the essay. Some common topics are:Once you know what your main theme will be, begin writing the argument. You must focus on your main point, whether you are pro or anti the topic. In your conclusion, tell the reader about why you believe the situation in question to be true. This is also known as the 'reasoning' of the thesis statement. It tells the reader why your main point is correct and the other side is wrong.One of the most i mportant parts of the essay is the introduction. In this part, you must give an introduction to your topic. You must explain the main concept of the topic so the reader can better understand your essay. In addition, you need to show the reader how your main point supports your thesis statement.The first part of the argument essay sample for essays is the thesis statement. The thesis statement is the backbone of the essay. It will establish the main idea and provide evidence supporting it. The thesis statement should be complete and concise, and it should be persuasive.Your thesis statement should not just be anything that has strong points against it. To determine this, write down your 'why'. The reason will be the most important part of your statement. The reason will tell the reader why your main point is true and why your opponent's argument is false. If you can provide compelling evidence that will support your reason, then you have done an excellent job in writing the thesis st atement.There are two different types of arguments that can be made in an essay. These are affirmative and negative. Affirmative is the side that tells the readers that their argument supports the topic. Negative is the side that tells the readers that their argument will prove the opposite of what they are stating.In conclusion, an argument is not necessarily about stating your position. The writer needs to state the 'why' of his or her statement and then offer arguments that support the 'why'. It is not enough to say something in an essay; you must then offer a 'why' statement supporting it.