Two Ways A Woman Can Get Hurt Essay Example | Topics and Well Written Essays - 250 words - 74

Two Ways A Woman Can Get Hurt - Essay Example Only the most cynical would refuse to admit the truth that such commercials have a negative effect on girls, especially on the ones who are overweight. Such ads subtly convey that it is only thin girls who would be successful in getting male attention! Countless girls are deeply influenced by such advertisements even to the extent of getting severely disturbed psychologically. The fact that such disturbances almost invariably lead to eating disorders warrants no special mention! (1) As a result of getting carried away by the ads pertaining to the aforementioned category, the girls become obsessed with the idea of becoming as slim as the girls who are seen in those commercials. They start consuming less food with the intention of losing the body weight as quickly as possible. This misdirected endeavor can be termed as being an eating disorder. And, it is a fact that such disorders gravely impact the health, over the long run. (1) It cannot be disputed that when a girl goes on to develop an eating disorder, there could be several causative factors, apart from the above-mentioned ads. But several studies on this aspect have clearly shown that such negative advertising is amongst the primary reasons as to why young girls develop abnormal dietary patterns- the patterns that are in no way suitable for the overall well-being of the body! As a matter of fact, such advertising indirectly communicates to girls that the chief goal of life is to develop a thin and attractive body and that all other matters related to human existence are of secondary importance!  

The Bhagavad Gita Essay Example for Free

The Bhagavad Gita Essay An individual should perform his duty even if such performance is imperfect rather than performing some other person’s duty with perfection. Each individual has unique abilities and characteristics. These qualities are termed as the swabhava or nature of that individual person. Moreover, the form of his external life is based on his swabhava which ultimately becomes his swadharma. The normal life of humans and their duties are based on their samskara or behavior and their karma or fate. The Swabhava and swadharma of humans are the consequence of their deeds in their previous births, which are naturally bestowed upon them, and determine their present status. They constitute the inner nature of humans which is known as their prakriti (Bhagavad Gita Commentary, Swami Nirmalananda Giri). The Bhagavad Gita teaches the ways and means of attaining freedom from earthly desires and material issues. However, in order to attain such freedom one should not forsake the performance of one’s fundamental duties or swadharma. One should try to attain the divine freedom, while performing one’s duties without any deviation and with complete dedication. The central theme of the Bhagavad Gita states that an individual shall perform his bounden duty without seeking the result that comes from performing that duty. This is essential for purifying the heart. This is a very important requirement to attain liberation or Moksha. The Bhagavad Gita consists of the teachings of Lord Krishna to prince Arjuna during the battle of Kurukshetra (Srimad-Bhagavad-Gita, Swami Swarupananda). Lord Krishna specified three principal paths for humans. These are the Path of Action or Karma Marga, the Path of Knowledge or the Dhyana Marga, and the Path of Devotion or the Bhakthi Marga. Any one of these paths lead the aspirant to God, and are meant for achieving divinity and moksha. The Bhagavad Gita was granted by God, and it was stated by Lord Krishna that human birth was an invaluable. Accordingly, a human being should utilize this birth to attain liberation. Therefore, every human being must attempt to reach God and to attain moksha, in this birth itself. Consequently, humans should refrain from the earthly desires and develop detachment for worldly matters (BASIC PRINCIPLES OF THE BHAGAVAD GITA ). He motivated Prince Arjuna to perform his duty without any indecisiveness. He also exhorted Arjuna to discharge his duty as a Kshatriya or member of the warrior caste, in other words He directed Arjuna to follow the Dharma of a Kshatriya. This constitutes the swadharma of an individual, which directs that person to attain moksha. Although one has performed one’s duty imperfectly, it is deemed to have been performed. One should not perform another person’s duty, as this constitutes a sin, irrespective of the perfection attained while doing so. Thus, swadharma has been given greater prominence in the Bhagavad Gita (Verse 46, Chapter XVIII. The Bhagavada Gita). According to it, one should not abandon one’s swadharma, which is both internal as well as external. The internal variety of swadharma is perceived by the performer, while the external swadharma is enjoined upon a person by the society in which the performer lives. Moreover, the Varnasrama Dharma or caste system, establishes the swadharma of an individual. As such, the temperament and attainments of a person derive from that person’s parents; hence, birth plays an important role in determining the swadharma of a person. This is borne out by the science of genetics. It is mandatory for human beings to perform their swadharma. Children inherit the qualities of their parents, and these constitute their swadharma (SWADHARMA). Attraction towards material issues implies that a person is deviating from the right path. Worldly matters bind humans to several births and deaths. Those who are attached to them will have to born again and again. This cycle of births and deaths continues till the person detaches himself from worldly matters. The Lord declares that humans have to surrender the fruit of their actions to Him, if they wish to reach Him. One must refrain from desires as they generate anger on being unfulfilled. Anger in turn, results in jealousy. Therefore, desires are the root cause for all evils. The quintessence of the Bhagavad Gita lies in the understanding that a person’s existence is principally in order to perform one’s duty or karma. Therefore, all the persons on earth are under a duty to perform the karma that falls to their lot; and while doing so they have to follow the principles of dharma or righteousness. One should uphold dharma and preserve it. It is the most important thing to remember, that while performing karma one should not await the result. What is required is surrender of the result of the action to God. This is clearly stated in the hymn Narayanayethi Samarpayame, which connotes that everything is to be surrendered to Lord Narayana, the ultimate and the supreme (BASIC PRINCIPLES OF THE BHAGAVAD GITA ). The Bhagavad Gita says that one should perform one’s duty without anticipating the fruits of the results and without attachment. Performance of duty with detachment is an easy way to reach the ultimate goal of life, moksha. It is the only scripture that proclaims the philosophy of Karma Yoga. This philosophy was not described anywhere, prior to the Bhagavad Gita. Karma Yoga is devotion without selfishness. The Bhagavad Gita described it in a simple and beautiful manner; and it had been expounded by Lord Krishna, who had upheld the notion of unselfish devotion for the common good of all. He had stated that altruism was the ultimate worship and ultimate spiritual reality. The practice of altruism bestows grace upon the practitioner, and subsequently, it develops into faith, which is the only way to witness the absolute truth. An individual would be elevated mentally if he helps others. This is an immediate effect of helping others, and such an individual would achieve perfection in all matters. The intellect and senses of a person are responsible for attachments and detachments towards material things and material issues. Therefore, the senses must be controlled and no one should fall prey to their wiles. The intellect and the senses act as barriers to spiritual development and the attainment of divinity. Consequently, one should be devoid of them to attain self – realization. Self – analysis is based on the intuition and intellect of the people. Thus, people should develop their intellect and intuition. Meditation is the only means for developing intuition and intellect. The former is a powerful method of yoga practice or yoga sadhana, which guides people and helps them to succeed in their attempt to attain moksha. Individuals must discover their swabhava by practicing swadharma, which engenders peace and harmony in their lives (Bhagavad Gita Commentary, Swami Nirmalananda Giri). People should ascertain their swadharma through their intellect. Self – analysis, or self – introspection are instrumental in perceiving one’s swadharma. This method is termed as swadhyaya, which had been propounded by Maharishi Patanjali in his great work The Yoga Sutras. Self – analysis is the only method to determine the duties of humans. The best way to achieve such self – analysis is by practicing yoga, which is an important component of Hindu tradition and which allows people to lead a meaningful life (Bhagavad Gita Commentary, Swami Nirmalananda Giri). Works Cited BASIC PRINCIPLES OF THE BHAGAVAD GITA . 14 June 2008. 15 September 2008 http://groups. yahoo. com/group/gita-talk/message/1353. Bhagavad Gita Commentary, Swami Nirmalananda Giri. 15 September 2008 http://www. atmajyoti. org/hi_gita_commentary_30. asp. Srimad-Bhagavad-Gita, Swami Swarupananda. 1909. 15 September 2008 http://sacred-texts. com/hin/sbg/sbg03. htm. SWADHARMA. 03 February 2006. 15 September 2008 http://www. advaita-vedanta. org/archives/advaita-l/2006-February/037531. html. Verse 46, Chapter XVIII. The Bhagavada Gita. n. d.

martin luther king :: essays research papers

History is indeed made up of significant events which shape our future and outstanding leaders who influence our destiny. Martin Luther King's contributions to our history place him in this inimitable position. In his short life, Martin Luther King was instrumental in helping us realize and rectify those unspeakable flaws which were tarnishing the name of America. The events which took place in and around his life were earth shattering, for they represented an America which was hostile and quite different from America as we see it today. Martin Luther King, Jr. catapulted to fame when he came to the assistance of Rosa Parks, the Montgomery, Alabama Black seamstress who refused to give up her seat on a segregated Montgomery bus to a White passenger. In those days American Blacks were confined to positions of second class citizenship by restrictive laws and customs. To break these laws would mean subjugation and humiliation by the police and the legal system. Beatings, imprisonment and sometimes death were waiting for those who defied the System. Black Americans needed a Martin Luther King, but above all America needed him. The significant qualities of this special man cannot be underestimated nor taken for granted. Within a span of 13 years from 1955 to his death in 1968 he was able to expound, expose, and extricate America from many wrongs. His tactics of protest involved non-violent passive resistance to racial injustice. It was the right prescription for our country, and it was right on time. Hope in America was waning on the part of many Black Americans, but Martin Luther King, Jr. provided a candle along with a light. He also provided this nation with a road map so that all people could locate and share together in the abundance of this great democracy. We honor Dr. Martin Luther King, Jr. because he showed us the way to mend those broken fences and to move on in building this land rather than destroying it. He led campaign after campaign in the streets of America and on to the governor's mansion - even to the White House - in an effort to secure change.

Network factors :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  The shape of a network can take many different forms and these topologies can be connected by a variety of means. The differing topologies are Mesh, Bus, Ring and Star and each one will be examined and the advantages and disadvantages explored. These networks can be connected via Ethernet, Token Ring, Fiber Distributed Data Interface (FDDI) or wireless. Each of the connection methods will also be analyzed and the differences will be explained.   Ã‚  Ã‚  Ã‚  Ã‚  The term network topology refers to the physical layout of computers, cables, and other components that make up a network. The choice of one topology over another is important for the network professional and will have an impact on the type of equipment the network needs, the capabilities of the equipment, the growth of the network and the way the network is managed. The different types of topologies each require different communication methods and these will also have an influence on the network.   Ã‚  Ã‚  Ã‚  Ã‚  The first topology to be discussed is the bus topology. It consists of devices that are connected to a common shared cable. The bus topology is the simplest and most common method of networking computers with the computers set up in a straight line. The single cable that feeds all of the computers is known as the trunk (also called backbone or segment) and connects all of the network computers in a single line. The computers communicate by addressing data to a certain computer and sending out the data onto the cable via electronic signals. The signal is sent out on the bus and only the computer whose address matches the address encoded in the original accepts the information. A disadvantage of the bus topology is that only one computer can send data at a time and this limits the number of computers that can be on the network. The more computers on the bus, the more computers will be waiting to put data on the bus and slow down network performance. Another disadvan tage is that if the trunk breaks or is becomes un-terminated, the network will cease to function since the signal will bounce. The advantage to a bus network is that if one computer on the bus fails, it will not affect the others on the bus.   Ã‚  Ã‚  Ã‚  Ã‚  A star topology has cable pieces from each computer connected to a central hub. The signals are transmitted from the sending computer through the hub to call computers on the network.

Resume Marketing Management, 14th Edition – Kotler & Keller

KOTLER RESUME Marketing Management Philip Kotler – Kevin Lane Keller SUMMARY PART 1 Understanding Marketing Management4 Defining Marketing for the 21st Century4 Developing Marketing Strategies and Plans5 PART 2 Capturing Marketing Insights13 Collecting Information and Forecasting Demand13 Conducting Marketing Research16 PART 3 Connecting with Customers18 Creating Long-term Loyalty Relationships18 Analyzing Consumer Markets21 Analyzing Business Markets25 Identifying Market Segments and targets28 PART 4 Building Strong Brands31 Creating Brand Equity31 Crafting the Brand Positioning34Competitive Dynamics36 PART 5 Shaping the Market Offerings39 Setting Product Strategy39 Designing and Managing Services41 Developing Pricing Strategies and Programs46 PART 6 Delivering Value53 Designing and Managing Integrated Marketing Channels53 Managing Retailing, Wholesaling, and Logistics58 PART 7 Communicating Value60 Designing and Managing Integrated Marketing Communications60 Managing Mass Co mmunications : Advertising, Sales Promotions, Events and Experiences, and Public Relations63 Managing Personal Communications : Direct and interactive Marketing, Word of Mouth, and Personal Selling68PART 8 Creating Successful Long-term Growth72 Introducing New Market Offerings72 Tapping into Global Offerings86 Managing a Holistic Marketing Organization for the Long Run93 PART1: UNDERSTANTING MARKETING AND MANAGEMENT CHAPTER 1: DEFINITNG MARKETING FOR THE 21st CENTURY THE IMPORTANCE OF MARKETING Marketing is a significant dimension of any business in today’s highly competitive environment and financial success is often dependent on marketing ability. Marketing is crucial for business success. THE SCOPE OF MARKETING Marketing is about identifying and meeting human and social needs.One of the shortest definitions of marketing is the process of meeting needs profitably. Marketing management is the art and the science of choosing target markets and getting, keeping and increasing customers though creating, managing, communicating and delivering superior customer value. UNDERSTANDING MARKETS Marketing can be used for: Services, products, services and products, events, experiences, people, places ideas Marketing managers seek to influence the level, timing, and composition of demand to meet the organization’s objectives. Eight states of market demand are possible: Full demand: consumers buy all services or products brought to market. – Overfull demand: there are more consumers demanding the service or product than can be satisfied. – Irregular demand: consumer purchases vary on a seasonal, monthly, weekly†¦ – Declining demand: consumers begin to buy services or products less frequently or not all. – Negative demand: consumers dislike the service or product and may even pay a price to avoid it. – Nonexistent demand: consumers may be unaware of or uninterested in the product or service. – Latent demand: consu mers may share a strong need that cannot be satisfied by an existing product or service. Unwholesome demand: consumers may be attracted to services or products that have undesirable social consequences. In each case, marketers must identify the underlying causes of the demand state then determine a plan of action to shift the demand to a more desirable state. HOW IS MARKETING PRACTICED? Marketing practice can be viewed in many perspectives. The traditional view is the KOTLERIAN marketing management view of managing the marketing mix after selecting target market and positioning. TRANSACTIONAL, RELATION AND SERVICE MARKETINGTransaction marketing is defined as attracting and satisfying potential buyers by managing the elements in the marketing mix. Interaction marketing: implies face to face interaction between individuals. Network marketing is with the consumers but occurs across and among organization. The concept was developed by the Nordic school from northern Europe and developme nts from the USA. Relationship marketing in its simplest form is a progression from the dominant and often criticized the 4 P focus. The relational is focus on building long-term relationships with consumers CHAPTER 2 : DEVELOPING MARKETING, STRATEGIES AND PLANMarketing is about satisfying consumers' needs and wants. The task of any business is to deliver customer value at a profit. I. The value Delivery Process The traditional view of marketing is that the firm makes something and then sells it. Companies that subscribe to this view have the best chance of succeeding in economies marked by goods shortages where consumers are not fussy about quality, features, or style-for example, basic staple goods in developing markets. There, the â€Å"mass market† is actually splintering into numerous micro markets, each with its own wants, perceptions, preferences, and buying criteria.The smart competitor must design and deliver offerings for well-defined target markets. II. The value C hain Michael Porter of Harvard has proposed the value chain as a tool for identifying ways to create more customer value. According to this model, every firm is a synthesis of activities performed to design, produce, and market, deliver, and support its product. The value chain identifies nine strategically relevant activities-five primary and four support activities-that create value and cost in a specific business. He firm's infrastructure covers the costs of general management, planning, finance, accounting, legal, and government affairs.The firm's task is to examine its costs and performance in each value-creating activity and to look for ways to improve it. Managers should estimate their competitors' costs and performances as benchmarks against which to compare their own costs and performance. The firm's success depends not only on how well each department performs its work, but also on how well the company coordinates departmental activities to conduct core business processes. †¢ The market-sensing process. †¢ The new-offering realization process. †¢ The customer acquisition process. †¢ The customer relationship management process. The fulfilment management process. To be successful, a firm also needs to look for competitive advantages beyond its own operations, into the value chains of suppliers, distributors, and customers. III. Core competencies Many companies today outsource less-critical resources if they can obtain better quality or lower cost. The key, is to own and nurture the resources and competencies that make up the essence of the business. A core competency has three characteristics: 1. It is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits. 2.It has applications in a wide variety of markets. 3. It is difficult for competitors to imitate. Business realignment may be necessary to maximize core competencies. It has three steps: 1. Defining the business concept or à ¢â‚¬Å"big idea† 2. Shaping the business scope 3. Positioning the company's brand identity. IV. A holistic marketing Orientation and Customer Value A holistic marketing orientation can also help capture customer value. The holistic marketing framework is designed to address three key management questions: 1. Value exploration- How can a company identify new value opportunities? 2.Value creation- How can a company efficiently create more promising new value offerings? 3. Value delivery—–How can a company use its capabilities and infrastructure to deliver the new value offerings more efficiently? A. Value exploration Understanding the relationships among three spaces: – The customer's cognitive space – The company's competence space – The collaborator's resource space. B. Value Creation To create new customer benefits, marketers must understand what the customer thinks about, wants, does, and worries about and observe whom customers admire and i nteract with, and who influences them.C. Value Delivery The company must become proficient at customer relationship management, internal resource management, and business partnership management. Customer relationship management allows the company to discover whom its customers are, how they behave, and what they need or want. V. The central role of the strategic planning Successful marketing thus requires companies to have capabilities such as understanding customer value, creating customer value, delivering customer value, capturing customer value, and sustaining customer value.To ensure that they select and execute the right activities, marketers must give priority to strategic planning in three key areas: managing a company's businesses as an investment portfolio, assessing each business's strength by considering the market's growth rate and the company's position and fit in that market, and establishing a strategy. For each business, the company must develop a game plan for achi eving its long-run objectives. The marketing plan is the central instrument for directing and coordinating the marketing effort. The marketing plan operates at two levels: strategic and tactical.All corporate headquarters undertake four planning activities 1. Defining the corporate mission 2. Establishing strategic business units 3. Assigning resources to each SBD 4. Assessing growth opportunities I. Defining the corporate mission To define its mission, a company should address Peter Drucker's classic questions:What is our business? Who is the customer? What is of value to the customer? What will our business be? What should our business be? These simple-sounding questions are among the most difficult a company will ever have to answer.The good mission statements have five major characteristics. First, they focus on a limited number of goals. †¢ Industry. Some companies will operate in only one industry; some only in a set of related industries; some only in industrial goods, c onsumer goods, or services; and some in any industry. †¢ Products and applications. Firms define the range of products and applications they will supply. †¢ Competence. The firm identifies the range of technological and other core competencies it will master and leverage. †¢ Market segment. The type of market or customers a company will serve is the market segment. Vertical. The vertical sphere is the number of channel levels, from raw material to final product and distribution, in which a company will participate. †¢ Geographical. The range of regions, countries, or country groups in which a company will operate defines its geographical sphere. II. Establishing Strategic Business Units Large companies normally manage quite different businesses, each requiring its own strategy. General Electric has classified its businesses into 49 strategic business units, SBlls. An SBU has three characteristics: 1.It is a single business, or a collection of related businesses, that can be planned separately from the rest of the company. 2. It has its own set of competitors. 3. It has a manager responsible for strategic planning and profit performance, who controls most of the factors affecting profit. III. Assigning Resources to Each SBU Once it has defined SBUs, management must decide how to allocate corporate resources to each. Management would want to grow, â€Å"harvest† or draw cash from, or hold on to the business. IV. Assessing growth Opportunities A. Intensive GrowthCorporate management's first course of action should be are view of opportunities for improving existing businesses. B. Integrative Growth A business can increase sales and profits through backward, for- ward, or horizontal integration within its industry. Media companies have long reaped the benefits of integrative growth. C. Diversification Growth Diversification growth makes sense when good opportunities exist outside the present businesses-the industry is highly attractive a nd the company has the right mix of business strengths to be successful. D. Downsizing and Divesting Older BusinessesWeak businesses require a disproportionate amount of managerial attention. Companies must carefully prune, harvest, or divest tired old businesses in order to release needed resources to other uses and reduce costs. VI. Organization and Organizational Culture Five key strategies for managing change in an organization: 1. Avoid the innovation title-Pick 2. Use the buddy system-Find 3. Set the metrics in advance- 4. Aim for quick hits first- 5. Get data to back up your gut-Use testing to get feedback and improve an idea The Business Unit Strategic Planning I. The Business MissionEach business unit needs to define its specific mission within the broader company mission. Therefore, a television-studio-lighting-equipment company might define its mission as, â€Å"To target major television studios and become their vendor of choice for lighting technologies that represent the most advanced and reliable studio lighting arrangements. † II. SWOT ANALYSIS The overall evaluation of a company's strengths, weaknesses, opportunities, and threats is called SWOT analysis. It's a way of monitoring the external and internal marketing environment. A. External Environment (opportunity and threat) AnalysisThe business unit should set up a marketing intelligence system to track trends and important developments and any related opportunities and threats. Good marketing is the art of finding, developing, and profiting from these opportunities. A marketing opportunity is an area of buyer need and interest that a company has a high probability of profitably satisfying. Opportunities can take many forms, and marketers need to be good at spotting them. To evaluate opportunities, companies can use market opportunity analysis (MOA) to determine their attractiveness and probability of success by asking questions like: To articulate the benefits convincingly to a define d target market(s)? – To locate the target market(s) and reach them with cost-effective media and trade channels? – To possess or have access to the critical capabilities and resources we need to deliver the customer benefits? – To deliver the benefits better than any actual or potential competitors? 5. To rate of return meet or exceed our required threshold for investment? B. Internal Environment (strengths and weaknesses) It's one thing to find attractive opportunities, and another to be able to take advantage of them.Each business needs to evaluate its internal strengths and weaknesses. C. Goal Formulation This stage of the process is called goal formulation. Goals are objectives that are specific with respect to magnitude and time. The unit's objectives must meet four criteria: 1. They must be arranged hierarchically, from the most to the least important. 2. Objectives should be quantitative whenever possible. 3. Goals should be realistic. Goals should arise from an analysis of the business unit's opportunities and strengths, not from wishful thinking. 4. Objectives must be consistent.It's not possible to maximize sales and profits simultaneously. III. Strategic Formulation A. Porter Generic Strategies – Overall cost leadership. Firms pursuing this strategy work hard to achieve the lowest production and distribution costs so they can price lower than their competitors and win a large market share. – Differentiation. The business concentrates on uniquely achieving superior performance in an important customer benefit area valued by a large part of the market. – Focus. The business focuses on one or more narrow market segments. B. Strategic Alliances Product or service alliances-One company licenses another to produce its product, or two companies jointly market their complementary products or a new product. – Promotional alliances One company agrees to carry a promotion for another company's product or servic e. – Logistics alliances One company offers logistical services for another company's product. – Pricing collaborations One or more companies join in a special pricing collaboration. Hotel and rental car companies often offer mutual price discounts. D. Program Formulation and ImplantationThe unit has decided to attain technological leadership, it must plan programs to strengthen its R department, gather technological intelligence, develop leading-edge products, train the technical sales force, and develop ads to communicate its technological leadership. Businesses are also increasingly recognizing that unless they nurture other stake- holders-customers, employees, suppliers, distributors-they may never earn sufficient profits for the stockholders. E. Feedback and Control The company has to point out that it is more important to â€Å"do the right thing†-to be effective-than â€Å"to do things right†-to be efficient.The most successful companies excel at b oth. Product Planning: The Nature and Contents of a Marketing Plan What, does a marketing plan look like? What does it contain? – Executive summary and table of contents. The marketing plan should open with a brief of the main goals and recommendations. A table of con- tents outlines the rest of the plan and all the supporting rationale and operational detail. – Situation analysis. This section presents relevant background data on sales, costs, the market, competitors, and the various forces in the macro environment.How do we define the market, how big is it, and how fast is it growing? What are the relevant trends? What is the product offering and what critical issues do we face? Firms will use all this information to carry out a SWOT (strengths, weaknesses, opportunities, threats) analysis. – Marketing strategy . Here the product manager defines the mission, marketing and financial objectives, and groups and needs that the market offerings are intended to sati sfy. The manager then establishes the product line's competitive positioning, which will inform the â€Å"game plan† to accomplish the plan's objectives.All this requires inputs from other areas, such as purchasing, manufacturing, sales, finance, and human resources. – Financial projections. Financial projections include a sales forecast, an expense fore- cast, and a break-even analysis. On the revenue side, the projections show the forecasted sales volume by month and product category. On the expense side, they show the expected costs of marketing, broken down into finer categories. The break-even analysis shows how many units the firm must sell monthly to offset its monthly fixed costs and average per-unit variable costs. – Implementation controls.The last section of the marketing plan outlines the controls for monitoring and adjusting implementation of the plan. Typically, it spells out the goals and budget for each month or qU31ter, so management can review each period's results and take corrective action as needed. PART 3 : CAPTURING MARKETING INSIGHTS CHAPTER 3 : COLLECTING INFORMATION AND FORECASTING DEMAND Three developments make the need for marketing information greater now than at any time in the past: – Rise of global marketing – New emphasis on buyers’ wants, preferences and behaviour – Trend toward non price competitionTo carry out their analysis, planning, implementation, and control responsibilities, marketing managers need a Marketing Information System (MIS). The MIS’s role is to assess the managers’ information needs, develop the needed information, and distribute that information in a timely manner. It is really easiest and effective with this method to collect information of various countries as it gives: – Quick information – Competitive advantage – Guides the marketing decision It relies on internal company records, marketing intelligence activities & res earch. INTERNAL RECORDS & MARKETING INTELLIGENCESpot important opportunities & problems THE ORDER-TO-PAYMENT CYCLE = the heart of the internal records system Favored firms are those which can promise timely delivery so they have to improve: o Speed o Accuracy o Efficiency This will save costs as well and it is the MIS role! SALES INFORMATION SYSTEMS Reports on current sales are indispensable for marketing managers. Inventory data warehouse is a great tool to capture all important data This will help to be aware of every kind of situation and manage it! Cookies are also a useful tool to provide information to companies.Technological gadgets are revolutionizing sales information systems but sales dta must be carefully interpret. DATABASES, DATA WAREHOUSING, AND DATA MINING Databases are essential to companies to organize their information. This is used in several areas for different information: customer, product, sales person†¦ Advantages: Save mailing expenses Help and make eas y access to decision makers Can be used for statistical methods for usefukl information Managers can yield still deeper insights using its own in-house technology THE MARKETING INTELLIGENCE SYSTEMIt is a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the marketing environment. It can also be called HAPPENINGS DATA. Several steps can be taken by companies to improve the quality of its marketing intelligence: – Train & motivate the sales force to spot and report new development – Motivate distributors, retailers, and other intermediaries to pass along important intelligence – Network externally: giving an immediate competitive advantage – Set up customer advisory panel – Take advantage of government data resources Purchase information from outside suppliers: lower costs – Use online customer feedback systems to collect competitive intelligence Competitive intelligence function work s bests when intelligence operations collaborate closely with key users in the decision-making process! Needs and Trends A trend is a direction or sequence of events that have some momentum and durability. We can draw distinctions among fads, trends, and megatrends. Trends are more predictable and durable. A trend reveals the shape of the future. Trends and megatrends merit marketers’ close attention.Identifying the Major Force In the economical arena, companies and consumers are increasingly affected by global forces. Substantial speedup of international transportation, communication, and financial transactions, leading to the rapid growth trade and investment, especially tripolar trade. – The rising economic power of several Asian countries in world markets. – The rise of trade blocs such as the European Union and the NAFTA signatories. – The severe debt problems of a numbers of countries, along with the increasing fragility of the international financi al system.Successful companies realize that the marketing environment presents a neverending series of opportunities and threats. The major responsibility for identifying significant changes in the macroenvironment falls to a company’s marketers. More than any other group in the company, marketing managers must be the trend trackers and opportunity seekers. 1. Within the rapidly changing global picture, marketers must monitor six major environmental forces: demographic, economic, natural, technological, political-legal, and social-cultural. 2.In the demographic environment, marketers must be aware of worldwide population growth; changing mixes of age, ethnic composition, and educational levels; the rise of non traditional families; large geographic shifts in population; and the move to micromarketing and away from mass marketing. 3. In the economic arena, marketers need to focus on income distribution and levels of savings, debt, and credit availability. 4. In the social-cult ural arena, marketers must understand people’s views of themselves, others, organizations, society, nature, and the universe.They must market products that correspond to society’s core and secondary values, and address the needs of different subcultures within a society. 5. In the natural environment, marketers need to be aware of raw-materials shortages, increased energy costs and pollution levels, and the changing role of governments in environmental protection. 6. In the technological arena, marketers should take account of the accelerating pace of technological change, opportunities for innovation, varying R&D budgets, and the increased governmental regulation brought about by technological change. . In the political-legal environment, marketers must work within the many laws regulating business practices and with various special-interest groups. CHAPTER 4 : CONDUCTING MARKETING RESEARCH The components of a modern marketing information system A marketing informatio n system (MIS): consists of people, equipment, and procedures to gather, short, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. Internal Records System It is the most basic information system used by marketing managers. (Sales, prices, inventory levels†¦)The order-to-payment cycle Sales reporting system MARKETING INTELLIGENCE SYSTEM Is a set of procedures and sources used by managers to obtain their everyday information about pertinent developments in the marketing environment? MARKETING RESEARCH SYSTEM Are the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company? SUPPLIERS OF MARKETING RESEARCH Many ways: engaging students or professors to design and carry out marketing research projects; using online information services; checking out rivals.THE MARKETING RESEARCH PROCESS Step 1 : Define the problem and research objectives Step 2 : devel oping the research plan. Decisions on the data sources, research approaches, research instruments, sampling plan, and contact methods Step 3 : Collect the information. The data collection phase of marketing research is the most expensive and the most prone to error. Step 4 : Analyze the information. Extract pertinent findings from the collected data. Step 5 : Present the findings. Major findings are pertinent to the major marketing decisions facing management.MARKETING DECISION SUPPORT SYSTEM Is a coordinated collection of data, systems, tools and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action? FORECASTING AND DEMAND MEASUREMENT †¢ A VOCABULARY FOR DEMAND MEASUREMENT Market demand Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period i n a defined marketing environment under a defined marketing program.Market potential Is the limit approached by market demand as industry marketing expenditures approach infinity, for a given environment? Company demand Is the company’s estimated share of market demand at alternative levels of company marketing effort? Forecast Is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment? A sales quota Is the sales goal set for a product line, company division, or sales representative? It is primarily a managerial device for defining and stimulating sales effort. A sales budgetIs a conservative estimate of the expected volume of sales and is used primarily for making current purchasing, production, and cash-flow decisions. Company sales potential ESTIMATING CURRENT DEMAND Total market potential Area market potential †¢Market-build-up method †¢Multiple-factor index method 3. Industry sales and market shares Estimating i ndustry sales and market shares (Identifying competitors and estimating their sales ESTIMATING FUTURE DEMAND Survey of buyers’ intentions Composite of sales force opinions Expert opinion Market test method PART 3 : CONNECTING WITH CUSTOMERS CHAP 5 CREATING LONG TERM LOYALTY RELATIONSHIPSBuilding customer value, satisfaction and loyalty Customer-perceived value (CPV) is the difference between the entire perceived customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. Applying value concepts The customer value analysis reveals the company’s strengths and weaknesses relative to those of various competitors. Delivering high customer value Loyalty is a deeply held commitment to rebuy a preferred product and service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.The value proposition consists of the whole cluster of benefits the company promises to deliver. The value delivery system includes all the experiences the customer will have on the way to obtaining and using the offering. Total customer satisfaction Satisfaction is the difference between expectations and the product’s perceived performance. Product and service quality Quality is the totality of features and characteristics of a product or service which satisfy explicit or implicit needs. Maximizing customer lifetime value Customer profitabilityA profitable customer is a person, household or company that revenues are higher than the company’s costs for attracting, selling and servicing that customer. But it is a very difficult task, even for banks. Customer profitability analysis is an accounting study which estimates all revenue coming from a customer less all costs (distribution, phone calls, traveling to meet the client, gifts). Measuring customer life time value Customer lifetime value estimates future profits over customer’s lifetime purchases . You can find it p. 172. Cultivating customer relationshipsCustomer relationship management (CMR) Customer relationship management is the process of carefully managing detailed information about individual customers and all customer â€Å"touch points†to maximize customer loyalty. A touch point is any occasion on which a customer meets a brand and a product. One-to-one marketing Identify your prospects and customers, don’t go after everyone. 1. Differentiate customers in terms of (1) their needs and (2) their value to your company. Spend more efforts on the most valuable customers. Do the customer profitability analysis. 2.Interact with individual customers to improve your knowledge about their needs and build a stronger relationship. 3. Customize products, services, and messages to each customer. Increasing value of the customer base †¢ Reducing the rate of customer defection. †¢ Increasing the longevity of the customer relationship. †¢ Increase sells with new offerings and opportunities, like accessories for motorcycles if you sell Harley-Davidson. †¢ Making low-profit customers more profitable or terminating them. Like low-cost flying companies which charge customers for drinks or food. †¢ Focusing disproportionate efforts on high-value customers.Building loyalty Developing loyalty programs Frequency programs are design to provide rewards to customers who buy frequently and in substantial amounts. Many companies have created club membership programs. Customer databases and database marketing A customer database is an organized collection of comprehensive information about individual customers and prospects that is current, accessible and actionable for marketing purposes (sells, maintain relationships). Database marketing is the process of building, maintain and using customer databases to contact, transact and build customer relationships. Customer databasesCustomer database contains customers past purchases, demogra phics (age, birthday, and family members), psychographics (activities, interests), media graphics (preferred media) and other useful information. A business database contains past purchases, volumes, prices, profits, buyer team member names, assessment of competitors their strengths and weaknesses. Data warehouse and dataminig Companies use databases to: 1. Identify prospects 2. Decide which customer should receive a particular offer 3. To deepen customer loyalty 4. To reactivate customer purchases 5. To avoid serious customer mistakes CHAP 6 ANALYZING CONSUMER MARKETSWhat influences consumer behavior? Consumer behavior is the study of how individuals, groups and organizations select, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Cultural factors Culture is the fundamental determinant of a person’s wants and behavior because of values. Subcultures provide more specific identification and socialization for their members. Subcultur es include nationalities, religion, racial groups†¦ Social classes are relatively homogeneous and enduring divisions in a society, hierarchically ordered and with members who share similar values, interests, and behaviors.Reference groups A person’s reference groups are all the groups that have a direct or indirect influence on their attitudes or behavior. Membership groups have a direct influence. Primary groups are in constant contact with the person (family, friends, neighbors, coworkers). Secondary groups are religious, professional, trade-union groups. Aspiration groups are those a person hopes to join. Dissociative groups are based on individual reject. Opinion leader is the person who offers informal advice or information about a specific productor product category. FamilyFrom family a person acquires an orientation toward religion, politics, and economics and a sense of personal ambition, self-worth, and love. It is a more direct influence on everyday buying beha vior. Role and status A role consists of the activities a person is expected to perform. Each role carriers a status Personal factors Personality is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli (including buying behavior). Brand personality is defined as the specific mix of human traits that we can attribute to a particular brand.Lifestyle is person’s pattern of living in the world as expressed in activities, interests, and opinions. Key psychological processes Motivation  : Freud, Maslow, Herzberg A need becomes a motive when its intensity drives us to act. Perception Perception is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world. Selective attention is the screening of stimuli and marketers must work hard to attract consumers’ notice. People are more likely to notice stimuli that relate to a current need Peop le are more likely to notice stimuli they anticipateSelective distortion is the tendency to interpret information in a way that fits our preconceptions. Because of the selective retention, we are pore likely to remember good points of a product we like and forget good points about competing products. Learning Learning comes from experiences and makes us changing our behavior. A drive is a strong internal stimulus impelling action. Cues are minor stimuli that determine when, where, and how a person responds. Discrimination means that we have learned to recognize differences in sets of similar stimuli and can adjust our responses accordingly.The hedonic bias says people are more likely to attribute failure to external causes and success to themselves. Memory Associative network memory model explains that information are stored and linked with a different level of strength. Brand associations consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, at titudes, and so on that become linked to the brand information stored. Memory encoding describes how and where information gets into memory. Memory retrieval is the way of the information gets out of the memory.The buying decision process Marketers must identify who makes the buying decision: people can be initiators, influencers, deciders, buyers, or users. Problem recognition Information search Personal: family, friends, neighbors. Commercial: advertising, web sites, salespersons, packaging, displays. Public: mass media. Experiential: handling, examining, is using the product. Market partitioning is the process of identifying the hierarchy of attributes that guide consumer decision making for the marketer to understand different competitive forces and how this various sets get formed.Evaluation of alternatives Belief is a descriptive thought that a person holds about something. Attitudes are a person’s favorable or unfavorable evaluations, emotional feelings, and action ten dencies towards some object or idea. Expectancy-value model of attitude formation shows that consumers evaluate products and services by combining their brand beliefs according to importance. Purchase decision Heuristics are rules of mental shortcuts in the decision process. With the conjunctive heuristic the customer looks for every attribute and chooses the irst alternative that meets the minimum standard for all attributes. With the lexicographic heuristic the customer chooses the best brand on the basis of its perceived most important attribute. With the elimination-by-aspects heuristic the customer compares brands and eliminates those which don’t correspond to the minimum acceptable cutoffs. The perceived risks can modify, postpone or avoid a purchase decision. Functional risk: the product does not perform up to expectations. Physical risk: the product could threat health or well-being of the user or others.Financial risk: the product is not worth the price paid. Social risk: the product results in embarrassment from others. Psychological risk: the product affects the mental well-being of the user. Postpurchase behavior Other theories of consumer decision making Level of consumer involvement Consumer involvement is the level of engagement and active processing responding to a marketing stimulus. Decision heuristics and biases The availability heuristic means that for example a customer who had troubles with a product would be more likely to purchase a future product with warranty.The representativeness heuristic means that the customer buy a product to be seen as representative of a whole category. The anchoring and adjustment heuristic means that the first impression determines the interpretation of the further information. That is why it is very important to make a first good impression for a salesperson, for instance. Mental accounting Mental accounting refers to the way consumers code, categorize, and evaluate financial outcomes of choices. Pro spect theory maintains that the consumers frame their decision alternatives in terms of gains and losses according to a value function.CHAPTER 7 ANALYSING CONSUMER MARKETS A The study of consumer behavior Consumer behavior is the study of when, why, how and where people do or do not buy products. It tries to understand the buyer wants and decision making process both individually and in groups. It also attempts to evaluate influences on the consumer from groups such as family, friends, reference groups, and society in general. Its can be divided into three interdependent dimensions: – The study of culture – The study of social group – The study of the individual CultureCulture is the essential determinant of a person’s wants and behavior. Every culture can be divided in subcultures that include nationalities, religions, geographic region etc and offer more precise identification for their members. Multicultural marketing appear to satisfy the different su bcultures. We can also observe different social classes with people who have the same values, interests and behavior. Each social class show diverse product and brand preferences on different level. Social groups a. Reference group A reference group is a group that influences people attitudes and behavior.There are different categories of groups: – Membership groups: have a direct influence on people (family, friends, colleagues†¦) – Aspirational groups: are thosea person wish to join – Dissociative groups: are thosea person, does not belong b. Family Family is the most influential primary reference group. There are two families: – Family of orientation: parents and sibling – Family of procreation: wife /husband children The individual consumer A consumer’s decisions are influenced by personal characteristics such as the age and stage in the life cycle, the occupation and economic, the life style and values and the buyer’s person ality.So to study and understand consumer behavior it’s really important to start with the consumer herself or himself. Explore into all these factors can provide clues to attain and serve consumers more effectively. B Key psychological process Motivation: Freud, Maslow, Herzberg a. Freud’s theory For Freud people ‘s behavior are unconscious. People not only react to their affirmed aptitudes, but also to other. b. Maslow’s theory c. Herzberg’s theory For Herzberg there are two different factors: – Dissatisfiers: factors that cause dissatisfaction – Satisfiers: factors that cause satisfactionThe sellers should try to keep away dissatisfiers’ factors and identify the principal satisfiers or motivator of purchase in the market and then provide them. I. Perception Perception is the processes by which we select organize and interpret information. People have different perception of the same object because of three perceptual processe s: – Selective attention – Selective distortion: tendency to interpret information in a way that fits our preconception – Selective retention: only preserve information that support our manners and beliefs II. Learning People learn from their experiences and change their behaviour.Marketers should build demand for a product by associating it with strong drives (internal stimulus pushing action), cues (minor stimuli) and providing positive support. III. Memory Memory is distinguished between to type of memory short-term memory and long-term memory. Marketing is a good way to be sure that consumers have the right type of products and services experiences to build the good brand knowledge and keep it in memory. Four main psychological processes affect consumer behavior r motivation, perception, learning, and memory. C Perspectives on consumer behaviorNumerous perspectives on consumer behavior can be considered: – The behaviorist perspective: focus on the imp act of external influences on consumer behavior – The information processing perspective: appeared in the 60’s and 70’s thinks about how consumers mentally process, store, retrieve and use marketing information in the decision process – The emotional perspective: consumers affections should be included in the explanation of consumer decision making – The cultural perspective: culture show consumers view – A multiperspective approach: consumers do not have unlimited mental resources D The buying decision process the five stage modelTo understand how consumer make buying decisions, marketers should identify who makes and has contribute into buying decision. People can be initiators, influencers, deciders, buyers or users. The classical buying process consists of the following succession of events: 1. Problem recognition (the buyer recognizes a problem) 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post purchase be havior (post purchase satisfaction, action, use and disposal) Marketers’ have to understand the consumer behavior at each stage. It’s not always easy because many different factors influence the diverse behavior.CHAPTER 8 : IDENTIFYING MARKET SEGMENTS AND TARGETS I. The business market versus the consumer market Business marketers have numerous characteristics that contrast with those of consumer markets: – Fewer larger buyers: deal with much bigger buyer than the consumer market – Close supplier customer relationship: suppliers adapt their offering to individual business customer needs – Professional purchasing: goods are bought by trained purchasing agents – Multiple buying influence: more people typically influence business buying decisions – Multiple sales calls Derived demand: the demand for business goods resulting from the demand for consumer goods – Inelastic demand: the demand for goods won’t change even if pric es change – Fluctuating demand: the demand for business goods and services tend to be more unstable than the demand for consumer goods and services – Direct purchasing: business buyers buy directly for manufactures II. Buying situations The business buyer faces many decisions in making a purchase. The number depends on the buying situation: complexity of the problem being solved, newness of the buying requirement, number of people involved and time requirement.There are three types of buying situations: – Straight Rebuy: The purchasing department reorders supplies and chooses from suppliers on an approved list. The suppliers’ effort to maintain service and product quality. Their goal is to get a small order and then enlarge their purchase share over time. – Modify rebuy: the buyer wants to change products specifications – New task: the buyer buys the product for the first time III. Systems Buying and Selling Originally,  «Ã‚  system buying   Ã‚ » is a practice about government purchases of major weapons and communications systems.Thus, many business buyers prefer to buy a total solution to a problem from one seller. A system selling is a key industrial marketing strategy in bidding to build large-scale industrial projects, such as dams, steel factory, irrigation systems, sanitation systems, pipelines, utilities and even new towns. B. Participants in the business buying process I. The buying centre The buying center consists of all those individuals and groups who contribute in the purchasing decision making process. Its include all members of the organization who take part in any roles in the purchase decision process. Initiators: request something be purchased – Users: use the product, initiate the buying proposal – Influencers: people who influence the buying decision – Deciders: decide on product requirements or on suppliers – Approvers: authorize the proposed actions – Buyers: have formal authority to select the supplier and arrange the purchase terms – Gatekeepers: have the power to prevent sellers or information from reaching member II. Buying centre influences Buying center typically include several participants with diverse interest.If the business marketers want to influence these participants they should try to be attentive to many factors such as environment, organization, individual, motivations and interpersonal influences. III. Buying centre targeting Business marketers should answer at some questions to target their efforts appropriately. Who are the major decision participants? What decisions do they influence? What is their level of influence? The small sellers focus on reaching the key buying influencers and larger sellers the multilevel in depth selling to attain many participants. C. The Purchasing/Procurement Process a. Purchasing Department PerceptionsRecent competitive pressures have led many companies to upgrade their purchasing departments and elevate administrators to vice presidential rank. These new, more strategically oriented purchasing departments have a mission to seek the best value from fewer and better suppliers. b. Purchasing Organization and Administration Some companies have started to centralize purchasing. Headquarters identifies materials purchased by several divisions and buys them centrally, gaining more purchasing clout. At the same time, companies are decentralizing some purchasing operations by empowering employees to purchase small-ticket items.D. Stages in the buying process The buying process consists of: 1. Problem recognition: the company recognizes a need that can be fixed by purchasing a good or service. 2. General need description and product specification:general characteristics and required quantity 3. Supplier search: identify the most appropriate suppliers 4. Proposal solicitation: invite the qualified suppliers to suggest proposals 5. Supplier selection: the buying center usually use a supplier evaluation to identify the most attractive suppliers 6. Order-routine specification: negotiations 7. Performance review: review of the chosen supplierE. Managing business to business relationship Business marketers must form strong bonds and relationships with their customers and provide them added value. Some customers, however, may prefer more of a transactional relationship. a. The Benefits of Vertical Coordination Much research had advocated greater vertical coordination between buying partners and sellers, so they can transcend merely transacting and instead engage activities that create more value for both parties. Building trust is one prerequisite to healthy long-term relationships. b. Business Relationships: Risks and OpportunismResearchers have noted that establishing a customer-supplier relationship creates tension between safeguarding and adaptation. Vertical coordination can facilitate stronger customer-seller ties but at the same time may increa se the risk to the customer’s and suppliers specific investments. Specific investments, however, also entail considerable risk to both customer and supplier. Transaction theory from economics maintains that because these investments are partially sunk, they lock the firms that make them into a particular relationship. I. Transactions cost economics F. Institutional and government marketsPART 4 : BUILDING STRONG BRANDS CHAPTER 9 CREATING BRAND EQUITY I. What is a brand equity A. Role of brand Permit to consumers evaluate products (of specific brands), in order to find their needs. Brand signal a certain level of quality. Brand offer security for customers and firms B. The scope (ampleur) of branding A brand resides in the minds of consumer as an identity One of the first branding strategy is: consumers must be convinced their meaningful differences among brands in products or services C. Defining brand equity -is the added value endowed on product and service customer based br and equity: the customer brand knowledge is + when he reacts more favorably to a product and –when reacts less favorably 3 keys for favorably react: different responses about consumer needs associated the brand of something (image†¦), and ensuring consumer has great experiences with products. D. Brand equity as a bridge -brand knowledge (decide by customer) dictates future direction of the brand – Brand promise: is what the brand is and must do for consumers So, money spend for marketing is an investment for consumers’ brand knowledge E. brand equity model 4 models of B. equity models brand asset valuator (p 283) 5 categories: differenciation,energy, revelance, estum, knowledge -brandz: (p 284) relationship with brand (pyramid) -AAKER model: typically elements (value, uses, meaning, origin country, personality, symbols) -brand resonance model (p 285): development, building objectives II. Building brand equity This is the creating to have the right brand kno wledge of consumers F. Choosing brand elements -It’s that identify and differentiate the brand -6 criteria: memorable, meaningful, likable, adaptable, transferable (for a new product, geography), protectable (not become generic as Kleenex, scotch).G. Designing holistic marketing activities Brand contact with the consumer, there are 3 phase: Personalization: -stop mass market, throwback to personalizing marketing. – Each customer is unique: one to one marketing -build a strong consumer’s relationship Integration: -traditional mix marketing isn’t adequately, now we need variet of marketing to reinforce the brand. (Sponsoring, communication, promotion, events†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. ) Internalization: -companies must adopt an international perspective Choose the right moment, link internal and external marketing and bring the brand alive for employees H.Leveraging (influence) secondary association Linking the brand with others information (p290), a brand can build equity by linking with others entities. III. Measuring brand equity 2 basic approaches: -Brand audit: uncover sources of brand equity, suggest way to improve its equity. Brand audit is use to prepare marketing plan -brand tracking studies: understanding thank to quantitative data from consumers, to facilitate day to day decision marketing. IV. Managing brand equity Brand management requires a long term view of marketing actions I. Brand reinforcement -Brand need to be carefully managed to surviveImprove product, service, and marketing Needs innovations/relevance throughout marketing program (p295) -marketing need some change to be competitive -brands need activities to awareness (new products, creatively design, ad campaign†¦) J. Brand revitalization New competitors can affect a brand, so brand have to be refresh Solution: -understanding the source of brand equity -bad association loosing the brand -create new positioning -change marketing program -come back to basic ima ge V. Devising (concevoir) a brand Strategy -Brand extension: establish brand with introduce a new one sub brand: new brand combine with existing brand -brand line: all product -License product: brand name has been licensed to make the product K. Branding decision Develop a brand name for a product: 4 strategies Individual name:(old el Paso) advantage, if the product is low quality brand is not hurt Blanket family name: development cost is lower because we don’t need research/add, to create recognition Separate family name for all products: ex: craftsman for tools Corporate name combined with individual product name: Kellogg: kellogg’scorn flakes L. Brand extension Advantages: -customers know parent brand don’t need to create awareness for marketing, communication Feed back effect: knowledge Disadvantages: -confusion with new product -harm, hurt parent brand with bad a product (Success characteristic f 9. 8 p301) M. Brand portfolio Marketers need multiple brands to pursue these segments. Aim goal of brand portfolio is maximize brand coverage. -low end entry: attract customers to brand franchise -high end prestige: prestige of brand with adds CHAPTER 10 CRAFTING THE BRAND POSITIONING SEGMENT MARKETING A market segment consists of a group of customers who share a similar needs and wants.Rather than creating the segments, the marketer’s task is to identify them and to decide which one to target. Market segments can be characterized in different ways, one approach is to: Identify preference segment categorized them by: Homogeneous preferences: if the customers have the same preferences Diffused preferences: the customer preference vary greatly in their requirement Clustered preferences: when natural market segment emerge from groups of customers with shared preferences NICHE MARKETING A niche is marketing is narrowly defined customers group seeking a distinctive mix of benefits or values.Marketers usually identify niches by dividing a m arket into subsegments. Niche markets are generally fairly small is term of volume but constitute a sufficientetly attractive size, profit and growth potential. Also they are less likely to attract many other powerful competitors †¢ Focusing their resources to gain economies though specialization LOCAL MARKETING Customizes merchandise to match the perceived demand of local areas The risk associated with localized marketing includes: †¢ A tendency to drive up the manufacturing costs and to reduce economies of scale Grassroots marketingINDIVIDUAL MARKETING Marketing one to one The researches seek to define segment by looking at descriptive characteristics: geographic, demographic and psychographic. GEOGRAPHIC SEGMENTATION Divide the market into different geographical units such as nations, states, regions†¦ DEMOGRAPHIC SEGMENTATION The market is divided into groups on the basic of variable such as ages, family size, occupation, race†¦ PSYCHOGRAPHIC SEGMENTATION Psy chographic profiles are typically developed with reference to three variables know as the AIO factors that describe individual lifestyle: 1. Activities 2. Interests . opinions BEHAVIOURAL SEGMENTATION Marketers place buyers into groups on the basic of their knowledge of, attitude towards, use of or response to a product. To compete more effectively many companies are now adopting target marketing. Instead of scattering their marketing efforts they are focusing on customers they have the greatest chance of satisfying. Target marketing includes three activities: market segmentation, market targeting and market positioning. STEPS IN SEGMENTATION PROCESS 1. Needs-based segmentation Group customers into segments based on similar needs 2. Segment identificationSegment by behavior, psychographic, individual, demographic and geographic 3. Segment attractiveness: Determine the attractiveness of each segment 4. Segment profitability: Determine segment profitability 5. Segment positioning: for each segment create a value proposition and product-price positioning strategy based on that segment’s unique customer need and characteristics 6. Segment â€Å"acid test†: create segment storyboard to test the attractiveness of each segment’s positioning strategy 7. Marketing mix strategy: Expand segment positioning strategy to include all aspects of the marketing mix: the 4PEFFECTIVE SEGMENTATION CRITERIA An effective segmentation must be: 1. Measurable: size, purchasing power†¦ 2. Substantial: the segment are large and profitable enough toserve 3. Accessible: the segment can be effectively reached and seved. 4. Differentiable: the segment are distinguishable 5. Actionable: effective programs can be formulates for attracting and serving the segments Positioning is the act of designing the company offering and image to occupy a distinctive place in the minds of the target market. The goal is to establish the brand in the mind of the consumers.The result o f positioning is the successful creation of a consumer- focused value proposition CHAPTER 11 : COMPETITVE DYNAMICS Without customers, you don’t have business Creating loyal customers is at the heart of every business, the only value your company will ever create is the value that comes from the customers. Managers who believe that costumer is the company’s only true â€Å"profit center† consider the traditional organization chart (first figure), successful marketing companies invert the chart (second figure) At the top the customer, the front line is the people who meet, serve and satisfy customersMany companies recognize the importance of satisfying theirs consumer in order to develop brand reputations that can deliver a sustainable competitive advantage The concept of costumer-perceived value enables marketers to discover what consumers want though the medium market research CUSTOMER-PERCEIVED VALUE (CPV) The CPVis the difference between the prospective custom er’s evaluation of all benefits and all the costs of an offering and the perceived alternatives. Total costumer benefit is the perceived monetary value of the bundle of economic, functional and psychological benefits consumers expect from given market offering.Total costumer cost is the perceived bundle of costs costumers expect to incur in evaluating, obtaining, using and disposing of the given market offering BUILDING CUSTOMER SATISFACTION Customers want loyalty, not perfection Customer can sense when a companies are consistently more loyal to investors, employees and regulators than to people who buy their products and services, customers are not being disloyal; they are being discriminating. The question is not how can we radically increase customer loyalty, but how can we radically increase our own loyalty to customers.To increase our sellers, we need to develop consumer’s loyalty Total customer satisfaction Whether the buyer is satisfied after purchase depends on the offer’s performance; if the performance falls short of expectations, the customer is dissatisfied, if the performance match the expectations, the customer is satisfied, if the performance exceeds expectations, the customer is highly satisfied or delighted. Customer assessments of product performance depend on many factors, especially the type of loyalty relationship the customer has with the brand.Although the customer-centre firm seeks to create a high customer satisfaction, that is not only his ultimate goal. Company might be able to increase its profitability by means other than increased satisfaction. Monitoring satisfaction Many companies are systematically measuring how well they treat their customers, identifying the factors shaping satisfaction and making changes in their operations and marketing as a result Customer satisfaction Companies should measure customer satisfaction regularly, because an important key to customer retention is customer satisfaction.A hig h customer satisfaction brings high profits, the customer stay longer; the customers are less sensitive to the price and pay less attention to the competing brand. Measurement techniques A number of methods exist to measure customer satisfaction for example periodic surveys, customer loss rate. Influence of customer satisfaction For customer-centre companies, customer satisfaction is both a goal and a marketing tool. Companies need to be especially concerned today with their customer satisfaction level.MAXIMIZING CUSTOMER LIFETIME VALUE Customer profitability A profitable customer is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company’s cost stream for attracting, selling and servicing that customer. CULTIVATING CUSTOMER RELATIONSHIPS Maximizing customer-perceived value means cultivating long-term customer relationship. Companies are now moving away from wasteful mass marketing to precision marketing designed to build strong customer relationships.Customer relationship management Customer relationship management (CRM) is the process of carefully managing detailed information about individual customers and all customer â€Å"touch point† to maximize

Free sample - Death. translation missing

Death. DeathSuzan -Lori Parks is an American artist, who stayed in Germany for quite some time when she was young. As a writer, she received several awards in 2001 and 2002 consecutively. Parks was heavily influenced by Faulkner’s book ‘As I Lay Dying’, written in multiple perspectives. Her own version, ‘Getting Mother’s Body’, borrows heavily from Faulkner’s book in terms of stylistic devices and plot arrangement. On the other hand, William Faulkner who at one time was awarded an award for literature back in 1950s was a child of Murray Charles. Born in America, his writing skills are well known with several stories and novels to his credit. His style of writing is connected to modernism European literature; which is why the reader unless very keen and highly intuitive, cannot grab anything until may be later in the text. Back in 1930, ‘As I Lay Dying’ was brought in the lime light by William Faulkner. The text revolves around Addie Bundren sickness, her eventual death and burial ceremony. In the text, the author uses the family of the deceased to communicate their information through monologue. The late is not caught in many incidences by the reader using monologue apart from when she is pronouncing her burial site. In this article, the focus will be in one specific way in which Lori Parks in her text Getting Mother’s Body 2003, echoes and perhaps rewrites William Faulkner’s As I Lay Dying 1930. It will focus on how a specific theme of death is focused in the latter as echoed in the former. The essay will bring on the surface how death is witnessed in the two books beyond the literal meaning of the word. Like for example, how is death experienced in marriages? What causes the death of characters? How is it received by the bereaved? In the two books, the theme of death is evident and is being represented by the two mothers in each case.   Just like in Faulkner’s book where the family is moving with the body of their dead mother in preparation for burial in the upcountry, in Parks text, Billy Beede is soliciting for support from his close friends and family to help get the body of her mother given that the burial location is being taken over by a shopping mall enterprise. In Parks’ text, the mother’s blues songs are used symbolically by the author to show her message while in Faulkner’s text the mum talks while in the burial box. In this text, the author engineers the death of Billy’s mother to come when she is only ten years of age and this leaves her with a lot of problems as the only people who can take care of her is the aunt and the uncle. On the other hand, Faulkner brings on the surface the little children of Addie when she dies. Although the father is still alive, the family is very poor and they even struggle to give her a decent burial. In Getting Mother’s Body by Parks, the death of Billy’s mother left her so disappointed now that she was an orphan and she was living in Texas town which was being associated with poverty. This is also the same case in Faulkner’s text when Cash the eldest son of Addie makes her a coffin way before she had died. The death of Addie Bundren in Faulkner’s text is received by the family members differently. The youngest son Vandram likens her death to that of a fish he manages to trap some hours back. He is so disturbed that her mother is closed in a box. Just like Billy Beede gets pregnant while still a teenager, the same happens to Dewey Dell in Faulkner’s book in that she gets pregnant while still a teenager. Another echo in form of thematic concern of death by Parks is the death that is experienced in marriages. In the text ‘Getting Mother’s Body’, Billy is unfortunate to get pregnant while she is hardly eighteen years of age. On getting pregnant, she parts way with her estranged boyfriend. This can be viewed as a death of a relationship which emanates from the love that the two had dying. On the other hand, in the text ‘As I lay Dying’ Faulkner’s exposes Dewey Dell as experiencing the same type of death in her affair with Lafe. This is clearly brought immediately after her mother dies so much so that she is so frustrated that she cannot even be in a position to mourn the death of her mother. Going by this, it is evident that parks echoed Faulkner’s book only that in the latter’s text the girl gets pregnant immediately her mother dies while in the former’s it come after some time. In Parks text, ‘Getting Mother’s Body’ the sudden death of Willa Mae’s marriage is brought out. When this happens, she decides to move in with Dill Smiles. After some time Billy is born although she is dark skinned owing to her mother’s many lovers. This is after the death of her former marriage which equally does not seem to work magic for her. On the other hand, in Faulkner’s text, the marriage of Addie Bundren is headed for the rocks due to poverty. This leads to constant quarrels between her and Anse Bundren her husband. The theme of death is further emphasized in the two books on how the bereaved behave upon the death of a loved one. For instance, when Willa Mae succumbs, owing to self induced miscarriage, Dill Smiles, upon receiving the shocking information, avails himself in hospital just in time to offer her a decent burial as the deceased had requested. Willa, as it is revealed in the text, had been buried with very expensive jewels. This is a clearly indication how the dead are honored by those left behind. On the other hand, the death of Addie Bundren is taken with a lot of seriousness by all and sundry in Faulkner’s text. Upon her death after a long illness, her son Cash takes his time to build a coffin just for his mother. He does this with a lot of seriousness as he takes into account all his skill to come up with something magnificent just for her mother. On the burial ceremony day, the same honor for the dead is witnessed where people sing in honor of Addie. The men are also seen o bserving silence as a sign of respect and honor to the deceased. In the same way dill smiles honors the wish of Willa Mae on where she will be buried, Anse Bundren tries so much to honor the request of her wife although by the time she dies he is very broke. It is amazing how the dying women talk in their deathbed. In Parks’ text, ‘Getting’s Mother’s Body’, Willa talks to dill smiles on where to be buried. She also reveals her affair with an affluent man who gave her an expensive ring. She requests to be buried with it. In Faulkner’s text, Addie Bundren talks on her deathbed about her affair with a rich man from the town. This she says led to a very miserable marriage to her husband Anse Bundren. It is the same infidelity that resulted to the birth of Jewel just like in Parks’ it led to Billy’s birth. The theme of death is further emphasized in different ways by the two authors. In Parks’ text, the death is symbolically brought through self induced miscarriage by Willa Mae. It is clearly seen in the text how the writer engineered Willa’s death through abortion that turns sour. This is meant by the author to show the reader how dangerous abortion is, that it can result to death. In Faulkner’s text, the author uses the younger son to compare the death of Willa with that of a fish. It can be explained to say that the death of the fish is symbolic of Willa’s death just as the young son observes. It is also surprising how everybody relates everything to death. Upon the death of her mother Jewel also tends to think that his horse was dead. In a strange but equally humorous way, the two authors bring on the surface the death of the unborn. In Parks’ text, Willa Mae meets her death while she was trying to kill the unborn child in her womb. As fate would have it the unfortunate happens. This might have been used by the author to caution on the dangers that comes with abortion. In Faulkner’s book, Dewey Dell attempts to commit the same mistake that Willa did although her efforts to try and buy a medicine to induce abortion is cut short by a pharmacy attendant who takes her to bed. Finally, the last nail on the coffin of Anse’s marriage to Addie is witnessed when he introduces his new bride to his children. In conclusion, Parks’ text, ‘Getting Mother’s Body’ borrows heavily from Faulkner’s text ‘As I lay Down’ in many perspective. The same thematic concerns addressed in the former’s book are the same in the latter’s. All in all, parks have given the story a different meaning and it sounds more interesting compared with the original text.

Duke Ellington essays

Duke Ellington essays Jazz was one of the influential aspects that African-American relied on, to escape reality, express their feelings, or just have fun. Jazz began to flourish during the 1920s, which in turn came to be known as the Golden Age of Jazz. During this time of jazz one of the famous ones that became a great jazz musician was Edward Kennedy Ellington famously known as Duke Ellington. Duke Ellington of course had achievements and down falls like any other person. He was not afraid to follow his creative instincts wherever they took him, no matter what people said. He remarks one time in an interview, Life itself is one big, long soap opera. There were even times when things looked bleak, but at the end he never quit. Duke Ellington was born on April 29, 1899, in Washington D.C. As soon as he started to grow up, his parents right away showed him their love for music. His parents had a teacher start giving him piano lessons. Duke Ellington, like all other children at his age, was interested in other things, like baseball, for example. But later as he moved on to his teen years he began once again to get interested and began to learn the piano. He would hang out at a pool hall where his friends were his best. The pool hall was next to the Howard Theater, where most of the major black entertainers in America would hang out. Some of them would drop by the pool hall to relax when they werent on stage. There was two people that had a great influence in his musical education and they were Doc Perry and Louis Brown, both pianists who were usually always at the pool hall. Ellington really liked their approach for different styles of playing. This was the way that he first learned and liked to play music. Ellington would learn how to play music just by listening and pay close attention to the music. In 1919, Ellington met Sonny Greer, a drummer who was already starting to play with musicians. He had also met Tob...

Principles of Plain English

Principles of Plain English Principles of Plain English Principles of Plain English By Mark Nichol Perspicuous written communication is fundamental in every aspect of human interaction or should I say, â€Å"Clear writing is important whenever people interact†? If I support the triumph of plain English over byzantine jargon and sesquipedalianism, I should. But rather than explain what plain English is, I’ll state what it isn’t: It isn’t all about short sentences. It isn’t all about single-syllable words. It isn’t elimination of elaboration at the expense of erudition. (I mean, it isn’t dumbing down.) Here are five areas in which plain English is, fortunately, making inroads: Business Remember when you saw a delivery truck or a repair van and could tell which products or services it carried or facilitated? That’s still often the case, especially with known brands, but how many times have you read text printed on such a vehicle and scratched your head, wondering, â€Å"What business is that business in?† Freight companies used to do â€Å"trucking,† then they provided â€Å"delivery solutions†; now, they’re all about â€Å"logistics.† But they’re still in the business of moving things from point A to point B. Many vehicles, however, especially those in the fleets of high-tech companies, either don’t offer any information other than the company name and a phone number (and perhaps a URL), or the van is labeled with meaningless phrases about â€Å"solutions† and â€Å"logistics.† Don’t these companies want potential customers and clients to know what they offer? Stationary corporate communications, including Web site copy, press releases, and mission statements, frequently fail to enlighten the target audience as well. Some companies, though, make an effort to deliver their messages with simple, straightforward language. Government Federal, state, and local government agencies have long been notorious for obfuscating official documents: In their efforts to project an air of authority (in more than one sense of the word), many government employees have produced reams of often impenetrable prose. Fortunately, the federal Plain Writing Act and two subsequent executive orders require government-issued publications to be written in simple, easy-to-understand English. Law It’s a cynical sentiment that the notorious density of legal documents is calculated to perpetuate the need for lawyers, but it’s hard to avoid feeling that way when confronted with an oxymoronically named brief or a contract that’s anything but contracted. Some attorneys will argue that legal writing requires precision and specificity of language, but that is a poor defense of gratuitously complex language employed when the supposed intent is to make the subject matter as transparent as possible. Many lawyers, however, now opt to write in simple sentences and avoid legal jargon. Law Enforcement You’ve seen it time and time again: The chief of police, or a spokesperson, drones on about how an investigation was carried out or how a crisis is being handled. Attempting to appear official and in control of the situation, the speaker overwhelms listeners with jarring jargon and multisyllabic meanderings. Police reports, similarly, often stiffly, obscurely relate simple sequences of events in a style that complicates rather than communicates. Now, fortunately, law enforcement agencies are turning to resources like the handbook Plain English for Cops to help personnel write simple, clear accounts. Academia and Scholarship Many academics, including those who write for popular audiences, write clearly and well, but just as many more seem to try to outdo their colleagues in trying to write journal articles and other scholarly documents in a style as bafflingly complicated and convoluted as possible and in doing so, are poor role models for younger professors, graduate assistants, and other students who read their research. As with other authority figures, researchers in the natural sciences and the social sciences alike often seem to below that dense prose enhances their expertise. Rationales for Rational Writing Bryan Garner, the dean of clear writing (and author of the authoritative yet coherent guidebook Garner’s Modern American Usage), offers these four motivations for writers to favor simple writing: 1. Writers of complex prose risk confusing themselves as well as others. 2. Reading complex prose is more time-consuming than reading plain English. 3. Writing plain English is hard work, and thus, if writers feel that they must labor to succeed in their efforts, clear writing is a well-earned achievement. 4. Clarity is the primary goal of writing. Again, these arguments should not discourage eloquence, and I admit that I sometimes indulge in overwrought writing (usually, for I hope is humorous effect). But join me in trying these tips: 1. Ask yourself whether curt, clear Anglo-Saxon vocabulary might be more suitable than Latinate language in any given passage. 2. Don’t avoid subordinate clauses or parenthetical phrases, but keep them to a minimum, and keep each one succinct. 3. Monitor your musings for redundancy and other enemies of conciseness. 4. Consider your audience when determining the degree of formality you will adopt in a given piece of writing. 5. Be cautious about incorporating jargon. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Writing Basics category, check our popular posts, or choose a related post below:Writing Prompts 101Story Writing 101Phrasal Verbs and Phrasal Nouns

Post bureaucracy does not constitute an advance on bureaucratic forms Essay - 1

Post bureaucracy does not constitute an advance on bureaucratic forms of organisation. Do you agree with this statement Explain your answer using theory and examples - Essay Example Over time, there has emerged some post bureaucratic tendencies in organizational management. Although there have been a number of transformations in the management system in terms of bureaucratic wellbeing, post bureaucracy constitutes an advance on bureaucratic forms of organization. Weber (2002) derived the theory of rationality to help explain some aspects of human behavior in specific set ups (Weber 2000, p. 35). Being rational has to do with thinking through a decision before implementation. Weber came up with two types of rationality in his theory. The types of rationality coined by Weber were Substantive and instrumental rationalities. Substantive rationality is when the actions of an individual are in tandem with the predominant values inherent in a person (Weber 2000, p. 122). On the other hand, instrumental rationality is when a person decides to use the most appropriate means to achieve an objective. Substantive has all to do with the individual’s well being and no consideration is laid on the means through which satisfaction is derived. Substantive is where the decisions that a person makes are based on values and ethics. The means through which output is achieved in substantive rationality is not a matter of concern. Weber notes that in a bureaucratic system, the outcomes are more critical than any other thing. Substantive was replaced by the formal procedures in the sense that emphasis is laid on technical means through which outcomes are enhanced (Weber 2000, p. 122). Instrumental rationality has all to do with having the best outcomes without considering how it is done. Bureaucratic system demands that the end product must be of high quality without any considering how quality is achieved. It can lead to workers employing dirty tactics or going extra miles to achieve some ends (Weber 2000, p. 123). Max Weber (2000) is synonymous with coining the concept of bureaucracy to a large extent (Weber 2000, p. 13). What

Bradford college recruitment Essay Example | Topics and Well Written Essays - 1750 words

Bradford college recruitment - Essay Example EVALUATION OF MOTIVATIONAL THEORIES Maslow’s Hierarchy Theory The motivational theory of Maslow has been viewed to be developed by a psychologist named Abraham Maslow. This motivational theory further reveals that it is the prior requirement of an individual to fulfil his or her basic needs initially. The basic level of hierarchy needs incorporates various sorts of needs that have been portrayed hereunder (Corpuz 261-268). The theory can be better explained with the help of the following pictorial illustration. Source: (Corpuz 261-268). It is necessary for every individual to satisfy basic needs. The fulfilment of these basic needs act as a driving factor for motivating an individual. With reference to Maslow’s Hierarchy theory, all the levels have been briefly explained hereunder (Corpuz 261-268). Physiological Needs Physiological needs represent those needs that are required by every individual to sustain and survive. In this context, physiological needs embrace air, water, sleep and accommodation among others. These are considered to be the basic needs for an individual. It can be stated that without fulfilling these basic needs, an individual cannot take measures or implements procedures to satisfy other needs. In this similar context, it can be further affirmed that if any of the aforementioned needs is not fulfilled by an individual, then it becomes difficult for him to satisfy other needs and thus, the person tries to satisfy the missing need on a priority basis. This reflects the task identity on the basis of prior needs (Corpuz 261-268). Safety Needs In accordance with the fulfilment of basic needs, the next level of need emerges. Next level of need reflects safety needs. In this regard, there lies probable chance of arising crucial threats from safety needs in terms of physical as well as the emotional harm. Thus, an individual need certain measures to follow that helps in the fulfilment of safety needs at large. For example, safety agai nst the occurrence of accidents or injuries and the financial securities that is provided against the health schemes reflects the examples of safety needs (Rakowski 4-5). Social Needs With reference to the Maslow’s Hierarchy theory, after fulfilling the fundamental requirements that comprise physiological along with safety needs, an individual takes into account the higher level of need. It has been viewed that an individual dwells within a society. Social needs reflect the needs and wants linked with societal interactions. Every individual dwelling within a society needs someone to share thoughts and feelings (Rakowski 4-5). Self- Esteem The need that drives a person to get love and respect from others represents self-esteem. In this context, fulfilment of desire to become famous and attain important position reflects self-esteem needs. According to this statement, an individual reflects autonomy within his personal boundaries. Every individual desires for gaining self-respe ct, higher achievements with respect to assigned work, recognition as well as awards and certain amount of reputation within the society (Rakowski 4-5). Self- Actualisation Self- actualisation reflects the summation of fulfilling all the levels of Maslow’s Hierarchy needs. It represents the stage of an individual where he or she