Behavioral Theories of Learning

Skinner’s terminology provides that positive reinforcers are any form of encouragement like rewards, awards and goals and positive reinforcement is the act itself of receiving the reward or achieving the goal (Skinner B. F. , 1969). The definitions of operant conditioning provide that negative reinforcement is a mode of behavioral theory that as a result of experiencing a negative condition, a particular behavior is enhanced, strengthened or emphasized. (http://www. mcli. dist. maricopa. edu/proj/nru/opcond. html, 1999).A good example of positive reinforcement inside a classroom would be a teacher giving extra credits for students who would achieve a certain high average. How is this positive reinforcement? Students will become motivated to excel and give extra effort to achieve the award and in the process they get to learn more ultimately benefiting them in the end. A pre-school teacher giving candy to the brave little girl who will not cry and back out of her first day in s chool is also an instance of positive reinforcement.The school board giving an award or an additional benefit for the teacher of the month, this is another example of a positive reinforcement. Why is that? By promising to give a little extra something, the school encourages the teachers to improve their over-all teaching performance and by doing so, they are encouraging a little friendly competition among fellow educators. The learning curve is sure to climb the charts if all the teachers and students are motivated. How will that be achieved? It is simple.The teachers will be inspired to think of innovative teaching methods that will be effective on students and in turn the students learn more. Some teachers are not as approachable as others that is the reason why students don’t ask questions even though they did not fully understand the subject matter, as a solution, they can make themselves available to students for consultation. As a result, the school’s educational framework benefits because of cooperation and communication. Everybody gets a special kind of something in the end.The key word in positive reinforcement is benefit. One way or another, everyone receives something beneficial to himself and to others as well. An example of negative reinforcement inside the four corners of the classroom would be a teacher who warns students that if they fail the exam they would get an automatic failing grade. This is negative reinforcement because if a student wants to avoid getting a failing grade, he would study. His studying habits will be strengthened as a consequence of being threatened of getting a failing grade.The application of negative reinforcement can be most usually seen in the fields of education and reform. The use of fines, imprisonment is one such example of the use of negative reinforcement to warn of the negative consequences of associating with social ills (Skinner,1953). Negative Reinforcement as compared to punishment strengthen s a behavior because a negative condition is stopped or avoided as a result of such behavior while the latter weakens a behavior because of the introduction of a negative condition as a result of the behavior (mcli. dist.maricopa. edu, 1999). An example of punishment is when a student is caught cheating by his professor, the consequence would be detention or suspension. Another demeanor of a student which is very suitable for punishment is bribing a teacher in order for him to get an â€Å"A†. This offense should be dealt with seriously because it can affect the educational system not to mention the character and reputation of the school. Punishment endeavors to make the person realize the intensity of the offense that was committed and for him to reflect on his actions.All these will be in vain if an important goal of punishment is not achieved, which goal is for the person not to repeat the same offense ever again. The application of these kinds of reinforcement depends upo n the situation and the individual upon whom these will be enforced. Imagine expelling a student for being caught littering inside the school grounds. The use of these types of reinforcements would vary not only because of a particular scenario but the attitude and intent of the person involved would have to be taken into consideration as well. In positive and negative reinforcement, the responses and effects are unpredictable.The effect would be of course either positive or negative as well. Positive outcome results when the desired response or behavior is achieved by using a certain kind of reinforcement, however, this desired outcome is not always achieved. For instance, in positive reinforcement, the aim is improvement and encouragement but the psyche of the person being motivated or encouraged does not depend on the positive reinforcer. For instance, no matter what benefit the teacher promises the student but the latter is not moved by it, there would be no positive result.The results in negative reinforcement, the aim of which is education or reform, will not be accomplished when the expected reaction or behavior is not achieved. As in the example given above, when a teacher suspends or sends a student in detention for cheating but the latter does it again, negative outcome results. In the field of education, positive or negative enforcement or even punishment may be associated with each other not only because they are modes to elicit a certain response from a student but because of the result they so aspire.The means may be different but the desired end to be achieved is the same; to maximize the learning potential and more importantly to mold the student’s behavior for the better. References Skinner B. F. , 1969, Contingencies of Reinforcement: A Theoretical Analysis, New York: Appleton-Century-Crofts. Retrieved 04/03/09 from http://www. freeonlineresearchpapers. com/ Macopa Center for Learning and Instruction Retrieved 04/03/09 from http://www. mcli. dist. maricopa. edu/proj/nru/opcond. html Skinner B. F. , 1953, Science and Human Behaviour, New York: Macmillan. Retrieved 04/03/09 from http://www. freeonlineresearchpapers. com/

Diploma in H

[pic] Diploma in Hospitality and Tourism HT 1020 Marketing in H&T The outlet of Carrefour ® Lecturer: MR. Alvin Group name: 4+1 Group members: LI CHUNYAN |1111/9205 | |LIU FANGYU |1108/8812 | |HUANG JIAHUI |1112/9271 | |XU KE |1109/8920 | |YAO SHI |1201/9343 | Table of Contents 1. Introduction†¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2. Background†¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 3. Marketing Research†¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 3. 1 Marketing Concept†¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 3. 2 Service Marketing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 3. 2. 1 Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦5 3. 2. 2 Service concept†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 3. 2. 3 Quality of service management†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 3. 2. 4 Four-dimensional customer service†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 3. 3 Micro & Macro Environment Assessment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 3. 4 Analyze Consumer Behavior †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 3. 4. Cultural Factors†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8 3. 4. 2 Social Factors†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8 3. 4. 3 Personal Factors†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8 3. 4. 4 Psychological Factors†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9 3. 5 Segmenting Consumer Markets.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 4. News†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦10 4. 1 The Asia market territory is narrowing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦10 4. 2 Suspected price fraud†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11 5. Recommended Strategy & Implementation Plan†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11 6. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦. 11 Reference†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 12 1. Introduction Our group has chosen Carrefour ® for our project. In this report, firstly we will introduce its history briefly and then we will focus on 5 areas to analysis assessment and provide the detail that will enhance good marketing image/branding. The report will be conducted by analysis process, including situation analysis, identifying and explaining strategies, target customers needs and wants as well as the recommended implemented plans. 2. Background (History) The Carrefour Company was established by the Fournier and Defforey families in 1959.Over the past 40 years, the Carrefour group has grown to become the first largest retailer in Europe and the second largest retailer in the world, the group currently operates four main grocery store formats: hypermar kets, supermarkets, cash & carry and convenience stores. 3. Marketing research 3. 1 Marketing Concept Here are five key concepts under the Carrefour conduct their marketing activities. As we know, Production Concept is a concept where goods are produced without taking into consideration the choices or tastes of your customers. The Carrefour goods in the global procurement.A commodity into Carrefour, manufacturers must first obtain a recognized headquarters negotiations, each branch orders through the system. Carrefour has an international commodity department, responsible for looking for resources in the world, Commodity introduced to purchasing department, then he will ordering the goods . But, Product concept is the understanding of the dynamics of the product and showcase, the best qualities of the product. Carrefour is based on low prices, excellent customer service and a comfortable shopping environment for consumers to provide the required products of daily life.Carrefour limi ted and carefully select the types of goods , It will first consider the needs of customers ,From customers, employees, vendors, competitors obtain information to adjust the classification and respond to market trends, we need to understand the outside message, and then the reaction in the shop. For example, in 1994, Carrefour did not sell cosmetics, it selling computers in 1995 began selling cosmetics, computers. The Carrefour goods are usually priced lower than other markets .The Carrefour goods are usually priced lower than other markets, In 1987 ,Carrefour in Taiwan set off a sales promotion, reduce price lower than the normal market price of 20% to 50% , Carrefour through such sales way to make a profit . Carrefours through low-cost strategy, not only quickly occupied the market, and gradually establish a major feature of the full range. Sixties and seventies of the twentieth century, Carrefour launched â€Å"Vivez Libre† merchandise, free product is cheap unbranded prod ucts, the advertising slogan is: † ‘free product', no name, just as good, and cheaper. Within two weeks, 80 percent of consumers tried free products, 70% of consumers become repeat customers, This success is based on a basic concept of Carrefour, that customer philosophy. This is the marketing concept of Carrefour. Carrefour did not forget their social responsibility and is committed to safeguard the quality and safety of products, spare no effort to promote the Carrefour Quality System, and around the farmers in China to jointly develop green products and organic food, from product design, packaging and logistics the pursuit of environmentally friendly low-carbon.In addition, it balance to the † 3c model † 3. 2 Service Marketing The world economy nowadays is increasingly characterized as a service economy that Marketing services holds a unique place in business acumen and required different strategies to be successful. Services are characterized by being int angible, perishable, variable and inseparable from their provider. Marketing Services is not just about selling something, it is a true encounter . In fact, the growth of the service sector has long been considered as indicative of a country’s economic progress.Economic history tells us that all developing nations have invariably experienced a shift from agriculture to industry and then to the service sector as the main stay of the economy . services now increasingly represent an integral part of the product and this interconnectedness of goods and services is represented on a goods-services continuum. 3. 2. 1 Services environment Carrefour supermarket have a warm feeling for consumer, it can increase sales. They offers holiday shopping channels, during the holiday season, customers can enjoy the convenience of shopping and fast.External environment provides parking, special offers the announcement district and have different partition; wine drinking area, recreation area, bu lk, grain and oil area, Hardware District. In each partition have the difference between all kinds of goods. The best-selling products usually put in the customer more easily to find it. If you can not find something, inside the supermarket staff will give you the greatest help. 3. 2. 2 Carrefour's service concept People-oriented . Carrefour attaches great importance to direct contact with the customer a line employee education and training .Because lower-level employees have the biggest impact on service perceptions. So that employees fully understand and comprehend enterprise service marketing's overall goals, enhance their customer service sense of responsibility and sincere love, and pay attention to cultivate their dealing with customers, and establish a good relationship with the customer. 3. 2. 3 Carrefour’s quality of service management. Quality service ensures that customers are satisfied with what they have paid for, and maintain the key to customer satisfaction is the level of product quality.For service companies provide intangible products, the evaluation of both the quality of their services include: customer service content beyond the basic services provided by the enterprise, also including the specific quality of the various services offered by the enterprise project. 3. 2. 4 Four-dimensional customer service Carrefour has four-dimensional customer service system that all the stores to install the â€Å"service satisfaction survey system†, they can collect customer feedback as an important indicator of the stores appraisal to urge stores that continue to improve and optimize the services to improve the management level. . 3 Micro & Macro Environment Assessment The first time Carrefour created a new type of sales market, the hypermarket in 1963, the first time Carrefour set up the huge supermarket In French in the same year. The first time Carrefour entry international market in1969, for now have more than 10000 stores in 31 count ries and area, it is the NO. 39 top Fortune Global 500 in 2012.Although the Carrefour is powerful in the world, it also has the weaknesses; the online shop development of Carrefour is lacking behind as compare to competitors, market in some countries lack of management or expertise in this business. The way of Carrefour to development is at current markets possible to amplification at new aspect, or opens the stores in some countries that it didn’t open before, such as some third-world country, this action not only can set up the new market for Carrefour but also can increate the opportunities of the local.Absolutely, the Carrefour faces some threats; recent years there is a increase of competitors, thus causing a drop in market shares. Economy problem in Europe, has causes many forms of difficulty including revenues, costs and also trades. These are microenvironment of Carrefour. In the macro environment of Carrefour by using PEST to analysis the China market. China’s membership in WTO has helped oversea investor to easily penetrate into the China market due to government standardizing its market laws and regulations to international standards.Having one of the world largest population, the open market to the world has boast China’s economy thus causing increase of wealth in the population, increasing the amount of middle class consumers greatly attracts foreign investors like Carrefour; To enter the market or expand their market shares in China. Due to internationalization, China social and culture is more or less affected as they are more exposed to the world, they are becoming more and more westernize.Better wealth and social changes have also changes peoples buying behavior, consumers who have better income naturally believe that overseas products might be better than local ones. Such belief and buying behavior have causes brand and business from other country to target China’s high spending market. Open market to the world als o leads to increase research and development in the country, as company and business coming in means that factory like assembly and production factories will start to move in too.Technology and expertise start to increase in China due to this flop of business vast development. Business like Carrefour who carries house brand will consider moving it’s factories of production to China due to low labor costs and also the improve of technology and expertise will minimize the difficulty of shifting of factory; thus fast improvement in technology and expertise encourages business to shift it’s production or assembly line factory to China. 3. 4 Analyze Consumer Behavior In recent years, Consumer makes many buying decisions everyday.When it comes to shopping, the first thing come to the shopper mind is supermarket. The supermarket and people's lives are closely interrelated. However, supermarket environment, service attitude, commodity classification create a lot of influence o n shoppers desire to shop. 3. 4. 1 Cultural Factors One of the main characteristics affecting consumer behavior is a Culture factor, which exert the broadest and deepest influence on consumer behavior. For Carrefour, the business scope includes daily provisions, clothing, household appliances and etc. They have all kinds of goods that one need.It is now introducing KFC in the shopping concept. FuNaiTe dry cleaning shop is another concept. It has more than 50 different brands available in the market. It is like a collection of store and leisure, catering and entertainment as one of the major integrated stores. They can completely satisfy the consumers â€Å"One-stop shopping† daily life consumption demand. There are three values that Carrefour always adheres to. They are Committing, Caring and staying Positive. They respect the customer's shopping freedom and want as much customers as possible.For customers, employees and suppliers, they have to trust each other. 3. 4. 2 Socia l Factors A consumer’s behavior is influenced by social factors. The Carrefour group is also responsible for the society. Carrefour actively participate in China's public welfare undertakings and community activities, supporting and participating in Beijing's bid for the Olympic Games and Shanghai world expo bid, and with a variety of forms to the affected areas, hope school, welfare institutions urgently needed goods donated. All of these influences our consumers and let our life more colorful.So people like to go Carrefour for consumption. 3. 4. 3 Personal Factors A buyer’s decisions are also influenced by personal characteristics. The economic situation of buyer is very important in purchasing goods. For Carrefour, they are not only providing the consumer Variety and special commodity to choice, such as food, Personal care, home supplies, Style leisure and so on. But they also have many promotion activities. Let consumer feel the money that was spent is valued. Beca use of the â€Å"One-Stop Shopping† concept, buyers managed to save time in shopping.Carrefour determined in expanding as many business lines as possible, so that customers can purchase a neat daily necessity catered to all the classes, which located in different level of consumption customers. Commodity classification allows buyers to easily find things they are looking for in the shortest period of time frame. 3. 4. 4 Psychological Factors Psychological factors also play a role in consumer behavior. For example the Carrefour make full use of light and off-price merchandise to create the whole store a better atmosphere. As if making the customer feels the urge to buy upon entering Carrefour. . 5 Segmenting Consumer Markets we can identify from 7 aspects to segmentation consumer market. The first aspect is the geographic segmentation. Geographic Segmentation is collecting and analyzing information according to the physical location of the customers or other data source. Carre four marketers use geographic segmentation because they know where to sell their products to increase advertising and sales effect. For example, there are different numbers of population among each province in China then Guangdong consists of highest population with 160,000,000 peoples.Therefore, Carrefour should put more attention in Guangdong as the geographic in Guangdong is stronger compare than other province. Secondly, demographic segmentation calls for dividing the market into groups based on variables like age, sex, income, family life cycle, religion, education etc. Carrefour has targeted their demographic segment on age groups to enhance the performance of the organization. By age group report, age group from 15 to 64 years old had the highest number of people.In short, Carrefour Company should focus more on age group from 15 to 64 years old by identify their needs and wants. In this age group from 0-14 years old, they are more demanding in toys, milk, nappies, baby foods and prams. Age group from 15-64 years old has a broader and variety needs such as fashion item, cosmetic, apparels and health care products. Age above 65 have less demand, they like to buy a newspaper. Next, gender segmentation calls for dividing a market into different groups based on sex. Men tend to be cigarette and wine, whereas women tend to cosmetics and clothes.Fourthly, Carrefour marketers focus on the age and life cycle segmentation including provision of different products or use different marketing method for different angles and life cycle group. Fifthly aspect is income segmentation. Since the present income gap still very big, low-income people could not afford some expensive things, such as diamond and gold. Next is psychographic segmentation. It calls for dividing a market into different groups based on social class, lifestyle, or personal characteristics. Finally aspect is behavioral segmentation.This group based on consumer knowledge, attitudes, uses, or responses to a product. Carrefour marketers believe that behavior variables are the best starting point for building market segments. 4. News 4. 1 The Asia market territory is narrowing. On July 5th of 2012, according to people familiar with the matter, Carrefour trapped in big shareholder pressure, they are considering selling its branch, Malaysia, Singapore and Thailand, in order to raise $1 billion. Carrefour has been hiring Goldman group, UBS assist to asset auction. However, the plan is still in the primary stage. 4. 2 Suspected price fraudThis year ,on January 6, by the national development and reform commission disclosure suspected price fraud, using the original fiction to attract customers high settlement, not to perform price commitment, misleading price marking and so on the many kinds of fraud. For example, Shanghai Carrefour Nan Xiang shop sales bow and arrow spherical teapot, price tag labeling each 36. 80 Yuan, the actual settlement price 49. 00 Yuan each, Sales clove auspiciou s teapot, price tag labeling each 36. 90 Yuan, the actual settlement price 66 Yuan each. 5. Recommended Strategy & Implementation PlanThey should improve the quality of service of the employees, at the same time clearly the price supermarket products. That can not engage in fraud. Attention should be paid to the education and training of the front-line employees in direct contact with customers, so that they fully understand and appreciate the overall objectives of the enterprise services marketing, and enhance their sense of responsibility for customer service and a sincere love and attention to train them to deal with the customer, with the customer to establish good relations and other aspects of high-level skills. 6. ConclusionThrough the marketing research of Carrefour, We know that committed, caring and positive, these three values reflect the Carrefour’s culture. The Carrefour marketing concept is to low prices, excellent customer service and comfortable shopping envir onment for the vast number of consumers with daily life for all kinds of consumer goods. To customer commitment is in the price, product variety, quality, service and convenience and so on, various aspects meet the needs of the consumers. Carrefour as the greatest influence of first-class enterprise in the world, they also still exist some defects to be changed.In general, Carrefour provided the best service to customer and consumer everyday. Let everyone to enjoy better quality of life everyday. Reference list Carrefour. 2011. Current news. [online] Available at: http://www. carrefour. com/cdc/group/our-group/. [Accessed November 11 2011]. Anonymous , 2004 , Carrefour's mature PR . [online] China : Si Rui management . Available at: http://esoftbank. com. cn/wz/81_9503. html [Accessed November 12 2012] ZhaoQi. 2010. Carrefour difficulties and service mode change. China: WangHan, Wal-mart pattern Vs Carrefour mode.Gai Gai. 2012. Carrefour. [online] Available at: http://baike. baidu. com/view/18119. htm. [Accessed November 11 2012]. CongXiao,N. 2011. Carrefour price fraud event. [online] Available at: http://finance. people. com. cn/GB/8215/210272/234396/16257633. htm . [Accessed November 11 2012] Beckham, H. W 2008,  EBSCO Research Starters – Academic Topic Overviews : Competitive Strategy, EBSCO Publishing Inc. ,  Ã‚  viewed 10 November 2012, Ebsco Host database. Porter, M. E 2008, The Five Competitive Forces that Shape Strategy. Harvard Business Review, p. 86-104.

Brand Management Summary Essay

Constructs: * Consumer based brand equity: The differential effect of brand knowledge on consumer response to the marketing of the brand. It involves consumers’ reactions to an element of the marketing mix for the brand in comparison with their reactions to the same marketing mix element attributed to a fictitiously named/unnamed version of the product or service. * Brand knowledge: a brand node in memory to which a variety of associations are linked: * Brand image: set of brand associations in a consumers’ memory. It are perceptions about a brand as reflected by the brand associations held in consumer memory. Brand image is defined by: * Type of Brand associations: * Attributes: Non-product related or product related. * Benefits: Functional, experiential or symbolic. * Attitudes * Favorability, Strength and Uniqueness of Brand associations * Brand awareness: recall and recognition by consumers. It is about the strength of the brand node or trace in memory. Findings: * A brand is said to have a positive (negative) customer-based brand equity if consumers react more (less) favorably to the product, price, promotion, or distribution of the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. * Favorable CBBE can lead to enhanced revenue, lower costs, greater profits, larger margins, less elasticity, increased marketing communication effectiveness and licensing opportunities. * Pricing, distribution, advertising and promotion strategies stimulate CBBE. * Building CBBE requires creating a familiar brand name and a positive brand image. * Measuring CBBE can be done (1) indirectly by measuring sources of brand knowledge or (2) directly by measuring the effects of brand knowledge on consumer response to elements of the marketing  mix. * Managing CBBE: (1) take a broad and long-term view of marketing a brand (2) specify the desired consumer knowledge structures and core benefits for a brand (3) consider a wide range of traditional and nontraditional advertising, promotion and marketing options (4) coordinate the marketing options that are chosen (5) conducting tracking studies and controlled experiments (6) evaluate potential extension candidates. Implications: * Marketing activity can potentially enhance or maintain consumers’ awareness of the brand or the favorability, strength or uniqueness of certain associations. * This enables making short- and long-term decisions better and more insightful. Article 2: Esch, Franz-Rudolf, Tobias Langer, Bernd H. Schmitt and Patrick Geus (2006), â€Å"Are Brands Forever? How Brand Knowledge and Relationships Affect Current and Future Purchases,† Journal of Product & Brand Management, 15, 2, 98-105 Constructs: * Brand attributes: awareness, image, perceived quality, perceived value, personality, and organizational associations. * Brand knowledge attributes: awareness and image, where awareness is a necessary condition to build brand image. * Brand relationships: * Satisfaction: the exchange aspects of a relationship. It’s about giving vs. receiving. * Trust: the feeling that is the outcome of a communal relationship with a brand. * Attachment: a longer-lasting, commitment-inducing bond between the brand and the consumer. Satisfaction and Trust lead to brand Attachment. * Behavioral outcomes: Current purchase behavior and future purchase behavior. Findings: * Current purchases are affected by brand image directly and by brand awareness indirectly. * Future purchases are not affected by either dimension of brand knowledge directly, but brand knowledge does affect future purchases via a brand relationship path that includes brand satisfaction, brand trust and attachment to the brand. Concluding, brand knowledge is not sufficient to build long-term brand relationships. However,  relationship variables are critical for predicting future purchases as well as current purchases. * Brand awareness does not significantly affect brand satisfaction and brand trust. * Brand awareness affects brand image and both are direct determinants of current consumer purchase behavior. Implications: * Currently, brand managers measure brand awareness and brand image. They should also consider brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it and feel attached to it if they wish to achieve long-term success. Lecture notes (27-08-2012): Introduction to Brand Management Once, products were un-differentiable, often sold loose, the quality varied significantly and many people made the same thing. To make buyers prefer your ‘commodity’, brands were introduced: * A name, sign or symbol intended to identify the goods & services of one (group of) sellers and to differentiate them from those of competition. It creates reputation, awareness and prominence. Organizations perceive brands as physical products, where customers perceive it as psychological products, since they want to buy brands and not simply products. A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want. It consists of 4 levels: Core benefit, tangible product, augmented product and total product. * A brand is a product, but one that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. It makes products different in a rational, tangible, symbolic, emotional and intangible way. In reality, the most valuable assets are intangible ones. A brand is important for * Customers because: it’s an identification of a production source, it assigns responsibility to the maker, it reduces risk, it reduces search cost, it forms a bond / pact with the maker of the product, it is a symbolic device, and a sign of quality. * Manufacturers because: it allows identification to simplify handling or tracing, it allows legal protection of unique features, it’s a signal of quality level, it endows unique associations to products, it’s a source of competitive advantage and a source of financial returns. As long is something is perceived as different, from the product category, it is branded. It should be given a label and provided a meaning. Types of things that can be branded: 1) Physical goods 2) Services 3) Retailers & Distributors 4) Online products and Services 5) People and Organizations 6) Sports, Arts and Entertainment (experience goods like Walt Disney and Pixar) 7) Geographic Locations 8) Ideas and Causes. Brands Fail because market conditions change, where some companies fail to adapt (inertia). Business Challenges & Opportunities: * Savvy customers: More experienced customers demand more than respect. * Brand proliferation: few products are ‘mono’ branded nowadays. Often, complex brand families and portfolios are required. * Media fragmentation: New methods of communication arise (internet) and expenditures appear to shift from advertising to promotion. * Increased costs: Developing new products is costly so team up with other brands. * Increased competition: Differentiation becomes more difficult, markets start to be more mature and low-priced competitors arise. Consider brand extensions. * Greater accountability: Engage short-term performance orientation, make sure you have your figures right. Customer Based Brand Equity: (1) Differential effect that (2) brand knowledge has on (3) consumer response to the marketing of that brand. Marketing a product should make the consumers’ response more favorable compared to not branding the product. Types are: * Consumer brand equity: A positive, strong, active and unique meaning of the brand. * Financial brand equity: enables earning more in  the short and long run. The Strategic Brand Management Process (to build, measure and manage brand equity): 1. Identify and Establish brand positioning and values: It is your attempt to get in the mind of the consumer in a distinct and valued place. This includes mental maps, a competitive frame of reference, points of parity & difference, core brand values and brand mantra. It is also about who is in your market. 2. Plan and implement brand marketing programs: The mixing and matching of brand elements (visual or verbal?), integrating brand marketing activities and leverage of secondary associations that convey meaning to consumers. 3. Measure and interpret brand performance: Use brand value chains (how will our activities influence what customers think, feel and do), audits, tracking, and equity management systems. What is a Business Value Chain: a. Customer brand equity management goal: build, sustain, and leverage a strong, active and unique meaning of the brand. b. Financial brand equity goal: to enable more earnings in the short and long run. 4. Grow & Sustain brand equity (how to improve things): concepts that are used are brand-product matrixes (shows all brands and products sold by one firm), brand portfolios and hierarchies, brand expansion strategies and brand reinforcement and revitalization. The 6 deadly sins of branding: 1. Brand Memory loss: don’t forget what a brand stands for, don’t change identity. 2. Brand Egoism: overestimating your (supplying) capabilities and importance. 3. Brand Deception: Don’t include fictional ingredients that appear healthy or try to cover the reality of your product. 4. Brand fatigue: Companies are bored with their brands, causing a lack of creativity. 5. Brand paranoia: Too much focus on competition instead of product quality. 6. Brand irrelevance: Not staying ahead of the product category’s market. Lecture notes WC week 1 (29-08-012 / Red Bull Case): Sources of brand equity for Red bull: * First mover advantage, premium pricing, and special ingredients  (taurine). * New market creation (energy drink), and an all round occasion product. * Sampling often, source efficacy, cool image, limited availability, and specific associations such as sports and athletes. Their strategy is a global approach. Tactics are always similar, and sports are always important. How does the marketing program contribute to the brand equity: * They have a broad positioning, aiming for high quality and high price, being a premium product and being exclusive. Some terminology: * Disruptive products are those that break the rules, the normal way of doing business. * They do so ‘below the line’ by using exceptional promotion activities. * They do so ‘above the line’ by using out of the box marketing. * Share of voice: Share of expenditures on advertising, as a share of the product category. * Share of belly: Share in all types of drinks consumption. * The most important things for branded products are involvement and interest. * ‘Jump on the bandwagon’ means following the mainstream (Bullit vs. Red Bull). Why are Red bull’s advertisements so successful and how do they maintain their marketing monumentum? * High integration and a consistent program. * Limited availability, which causes buzz marketing. * Their ads use a specific humorous tone of voice, which builds awareness. Findings of the energy drink experiment: * All energy drinks increase blood pressure. Placebos only do so under high motivation. Red bull and brand extensions (the key to success is a ‘fit’ with your brand): * What did they do already? Shots, different tastes, Red Bull cola, Premix with alcoholics, refrigerators, and using different sizes. * Which ones were successful? Different sizes, sports events, magazines, shows, and the flagship store that sells a lot of merchandise. * Which ones were unsuccessful? Different tastes, Cola, and energy shots. Week 2: Branding Objectives: Values, Identity and Positioning Article 1: Brown, Tom J., Peter A. Dacin, Michael G. Pratt and David A. Whetten (2006) â€Å"Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology,† Journal of the Academy of Marketing Science, 34, 2, 99-106 Constructs according to CED (Central, enduring, and distinctive organizational level of analysis): * Identity: An individual’s self-difinition / who are we as an organization. * Organizational identity: the property of a social group rather than an individual. * Intended Image: mental associations about the organization that organization leaders want important audiences / stakeholders to hold. * Construed image: Mental associations that organization members believe individuals or multiple people outside the organization hold about the organization. * Reputation: mental associations about the organization actually held by others outside the organization. Findings: * Image concerns what an organizational member wants others to know about the organization, while reputation is a perception of the organization actually held by an external stakeholder. * Corporate associations belong with the stakeholder, not to the organization. They may be influenced by a variety of outside sources: competitors, industry analysts, consumer activists and the media in addition to communications from the company. Implications: * Not mentioned Article 2: Coleman, Darren, Leslie de Chernatory and George Christodoulides (2011) â€Å"B2B Service Brand Identity: Scale Development and Validation,† Industrial Marketing Management, 40, 1063-1071 Constructs: * B2B service brand identity: the strategist’s vision of how a B2B service brand should be perceived by its stakeholders. It consists of the following scale dimensions: * Marketing Culture: unwritten policies and guidelines which provide employees with behavioral norms. It’s also about the importance an organization places on the marketing function. * Client relationship management: relationships with customers are the  cornerstone of industrial marketing. Therefore, the quality of CRM is very important. * Corporate Visual identity: logos can simplify the process of communicating brand benefit by being visual metaphors. They also help distinguishing a brand. * Integrated marketing communications: they help an organization’s brand identity manifest. For B2B, communications focus on organization rather than products. * Brand personality: The strength, favorability and uniqueness of the brand personality association. It should be easy to describe by clients, and f avourable. Findings: * After two factor analyses, the paper chose to rename some dimensions: * Employee & client focus: The organization treats employees & clients as an essential part of the organization, will help them in a responsive manner, will discover and respond to their needs, and top management is committed to providing quality service. * Corporate visual identity: Our font and logo is an important part of our visual identity, which makes us recognizable. * Brand personality: Associations are extremely positive and favorable, and clients have no difficulty describing them. * Consistent communications: There’s a good understanding of the strengths and weaknesses of all communication tools. Furthermore, Advertising, PR and Sales are providing consistent messages. * Human resource initiatives: There are employee-training programs designed to develop skills required for acquiring and deepening client relationships. Moreover, the organization regularly monitors employees’ performance. * The model is now empirical instead of conceptual. In addition, it is a synergistic network since all dimensions are highly correlated. Implications: * When managers want to asses the effectiveness of B2B service brand identity efforts, they should focus on either one or multiple of the above mentioned dimensions and measure them over time. Article 3: Chernev, Alexander, Ryan Hamilton and David Gal (2011) â€Å"Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle  Branding,† Journal of Marketing, 75, May, 66-82 Constructs: * Self-expression of lifestyle and social identity: this is enabled by a huge degree of customization for certain products and also by social media. Findings (keep in mind that all findings discuss short-term effects): * Consumer brand preferences are a function of the activities they were involved in prior to evaluating a given brand. This finding holds because the need for self-expression is finite and ultimately can be satiated. This means that the need for self-expressive brands decreases as the number of alternative means of self-expression increases. * The extent to which consumers use brands to express their identities is not limited to self-expressive brands in the same category but it is also a function of the availability of alternative means of expressing identity. Satiation is caused by: * Personal brand relevance: how close is the brand related to your identity. Brands evaluated later in a set were more likely to be rated lower or equivalent in terms of personal relevance. * Perceived brand uniqueness: How brands are perceived to be different. * Consumers’ willingness to pay. * Increasing the prominence of self-expressive brands that are already a part of a consumer’s identity is likely to weaken future brand preferences. This holds between and across product categories. This effect is more pronounced for symbolic than functional brands: * Brand associations should be distinguished: Functional and symbolic associations. * Increasing the need for self-expression (e.g. by threatening identity) has the effect of strengthening brand preferences. * Self-expressive behavioral acts such as product customization can lead to identity saturation, weakening consumers’ brand preferences. Implications: * Brands might possibly compete across categories and become a part of a person’s identity. * Lifestyle branding has proven to be successful for many brands. However, managers may be trading fierce within-category  functional competition for fierce across-category symbolic competition when doing so. All self-expressive brands could end up competing with one another, and possibly even non-brand self-expressive items and social media. * More practical: It might be unattractive to have a shop with self-expressive products next to another shop selling such (Apple Store). Article 4: Naresh, Sheena G. (2012) â€Å"Do Brand Personalities Make a Difference to Consumers?,† , Procedia – Social and Behavioral Sciences, 37, 31-37 Constructs: * When associated to image, brand uniqueness or identity is the arrangement of words, ideas and associations that structure the total perception of the brand. * Brand personality: the set of human characteristics associated with the brand. It makes brands more interesting, memorable, and it makes people more aware. The Big 5: * Sincerity: Down to earth, honest, wholesome, cheerful (Douwe Egberts). * Excitement: Daring, spirited, imaginative, up to date (Porsche). * Competence: reliable, intelligent, successful (ABN AMRO). * Sophistication: Upper class, Charming (Mercedes). * Ruggedness: Outdoorsy, Tough (Levis, Nike, Marlboro). * Brand personality statement: what personality managers want their consumers to perceive. * Brand personality profile: what the consumers are thinking and feeling about the brand. Findings: * Sentimental brand personalities are common for all fast moving consumer goods. Secondly, most FMCGs are characterized as young, successful and inspiring. Finally, success, friendliness, trendiness, uniqueness, modernization and glamour are often found. Implications: * Marketers should focus on strengthening their strategies by emphasizing personality traits of their brands. This can cause strategic changes in brand positioning or communications. Lecture notes Week 2 (03-09-2012): If your customers don’t know who you are, they won’t buy. You have to show who you are in order to do business. The circle of brand management: * Strategists propose an identity by using a certain strategy marketers and PR build on this strategy by choosing a position and messaging this position (potential) customers generate a brand image based on these messages strategists can again build a strategy to reposition the image of the consumers.  §1: Brand Identity: How strategists want the brand to be perceived: * It explains whether an ad suits the brand, whether new products should be launched inside or outside the brand boundaries, how far can we change our communication style regionally and internationally, or whether sponsorship would ‘fit’ the brand. * Definition: the unique composition of physical, social and psychological components of a brand as far as they are crucial, lasting and remarkable. * What’s the vision & aim of a company, what makes it different, what are its values, what need is the brand fulfilling, what is its permanent nature, and what signs make it recognizable. * Aspects: CED: Central, Enduring (whether it’s consistent over time) & Distinctive. * Components: Physical (external characteristics, logo), Psychological (experiences, character, point of view), Social (spokesperson, category, relationship, users).  §1.1 Heritage, consisting of history, consistency, passion and leadership. Effects are: * (1) Authentic real (2) trustworthy safe (3) intimate warm (4) expert excellence in performance and experience. * Sources are people, the firm itself, and region & nation; human capital, social capital, cultural capital & natural capital. * Country of origin is very important, and countlessly many papers have covered it.  §1.2 Personality & Values: * For the Big Five personality indicators/dimensions, see page 9 article 4. * Prototypical cues help distinguishing things between product categories. It also helps in creating expectance. * Values are stable,  desirable modes of conduct or abstract end-states that direct behavior. Milton R. defined 18 instrumental & 18 terminal values that can be used to find identity. * Core brand values: abstract associations that characterize the 5 to 10 most important aspects or dimensions of a brand. These serve the foundation of a brand strategy, and in particular the POPs and PODs (see page 11). For BMW this would be stylish driving, for Marlboro the cowboy life. * Brand Mantras: the ‘heart and soul’ of a brand: a 3-to-5 word phrase that captures the essence or spirit of the brand positioning and values. Malibu: seriously easy going. Here, campaigns are more about context rather than content; the expression of the brand is more important than the brand itself. Brand mantra’s consist of: * (1) Brand function (Authenticity for NIKE), (2) Descriptive modifier (Athletic for NIKE), (3) Emotional modifier (Performance for NIKE). * Implementing a mantra requires: communication simplification inspiration.  §1.3 Vision: The brand’s dream about the future. It is about shaping the category and improving customers’ welfare. Visions are provocative and can guide short-term behavior by communicating direction. The Brand Identity Prism to the left discusses (1) physique (features, symbols, attributes), (2) Personality, (3) Culture (set of values), (4) Relationship (beliefs and associations), (5) Reflection (consumers’ perception) and (6) Self-image (What the consumer thinks of himself).  §1.4 Brand Image: How the brand is actually perceived: * Identification: Brand awareness & category structure. * Qualification: Brand associations & meaning structure.  §2 Brand Positioning: The part of the brand identity and value proposition to be actively communicated to a target audience. It is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds. The following paragraphs represent the steps that should be taken when positioning a brand.  §2.1 (step A) Frame of Reference: Who is the target customer and who are the main competitors? Here, we define category membership: * Target markets can be defined by  segmentation. Segmentation can be done on the basis of consumers (descriptive, behavioral, psychographic or geographic) or B2B (nature of the goods, buying conditions, demographics). Combinations are also possible. Criteria: * Identifiability, size, accessibility, responsiveness. * Take into account that there are different types of competition, namely on product type, category or class. In addition, competition may occur at benefit level rather than attribute level (see paper 3 page 8). * When comparing at category level, 1 brand is the reference brand and several others are compared to that. If you’re the reference brand, consider improvements on prices and quality. Be aware that decreases in attributes hurt more than for non-reference brands. When you’re not a reference brand, any POD from the reference brand is a loss. Therefore, reference brand have competitive advantages. * Prospect theory: Extra value diminishes as available gains increase. * When you’re launching a new brand, all ‘usual’ category characteristics will first have to be transferred. ‘Creating’ a category is not advised and very expensive (Subway food). Copying prototypical cues can be used by the follower brand to be accepted in the category (e.g. fast food using Red & Yellow / McDo).  §2.2 (step B) POPs & PODs are chosen after defining the frame of reference: * Points of Parity: How is the brand similar to others in the category, how can they be associated and compared. Moreover, which associations are shared? Category POPs are necessary to be a legitimate and credible product offering within a category. Competitive POPs negate PODs of competitors. * Points of Difference: How is the brand different to others in the category? It’s about brand associations that are unique to the brand and favorably evaluated by consumers. They can be functional (performance related) or abstract (imagery-related). They’re also closely related to unique selling propositions, competitive advantages and distinctive competences. They’re more difficult to obtain than POPs. PODs and POPs can be defined using the following typology: Intrinsic product differentiation, Design/Style differentiation, Symbolic Differentiation, Channel Differentiation, Price Differentiation, Customer Service differentiation, Customer intimacy differentiation. Choosing PODS and POPs  is based on: * Desirability: Relevance, distinctiveness and believability. * Deliverability: Feasibility, communicability and sustainability.  §2.3 (Step C) Establishing POPs and PODs: This can be difficult since many POPs and PODs are negatively correlated (e.g. High quality and low price). Methods that can solve this problem are (1) separation of attributes (2) Leveraging equity of another entity (3) redefining the relationship.  §2.4 Use and usage situation: What is the brand promise and consumer benefit? And what is the occasion when the product will be consumed? The best moment to confront customers with product (advertisements) is when they really need it (e.g. In India, detergent ads are place on top of buses, since everyone does their laundry on the balcony where they see these tops).  §2.5 Statement and tags Are the current looks and ingredients compatible with its positioning? There are multiple elements that will evaluate and choose a brand positioning: 1. The Target audience 2. The compelling benefit 3. The reason why customers should believe the PODs 4. Product Name 5. Product Category Week 3: Special Branding Strategies Article 1: Keller, Kevin Lane and Philip Kotler (2012) â€Å"Branding in B2B firms† in: Handbook of Business-to-Business Marketing, edited by Gary l. Lilien and Rajdeep Grewal, Edward Elgar, Cheltenham, UK. Constructs: * B2B branding: might not be needed because buyers are experienced and fully informed, it’s more about the buying experience, it involves  unnecessary costs, effects are only short-term, calculating ROI is difficult, brand building is complex and because it doesn’t significantly influence the buyers’ final decision. Findings: * The Brand Management Scorecard: a. Managers understand what the brand means to customers. b. The brand is properly positioned.  c. Customers receive superior delivery of the benefits they value most. d. The brand takes advantage of the full repertoire of branding and marketing activities available to build brand equity. e. Marketing and communications efforts are seamlessly integrated. The brand communicates with one voice. f. The brand’s pricing strategy is based on customer perceptions of value. g. The brand uses appropriate imagery to support its personality. h. The brand is innovative and relevant. i. For a multiproduct, multi-brand firm, the brand hierarchy and brand portfolio are strategically sound. j. The firm has in place a system to monitor brand equity and performance. * Steps to build and manage a strong brand: a. Ensure the organization understands and supports branding and the role of brand management. Moreover, internal branding is important (next two steps): b. Horizontal and vertical alignment: branding efforts should be understood by all. c. Brand mantras: (see p10  §1.2) will consistently reinforce and support the brand. a. A General Electric application: for this firm, more then a brand mantra was integrated successfully through 11 different businesses. d. Adopt a corporate brand strategy if possibly and create a well-defined brand hierarchy: (Carefully) decide on brand architecture (distinctive brand elements applied to the different products sold by the firm). Corporate branding is preferred. e. Corporate credibility: competence in delivery and satisfaction for the client. It depends on expertise, trustworthiness and likability. f. Brand hierarchy: Significantly different sub-businesses require sub-brands. g. Frame Value Perceptions: Strive for differentiation and value rather than  commoditization. Framing is about how clients currently think and choose among products and services, and then determining how this ideally should be. h. Link non-product-related imagery associations: Apple is perceived as an innovative brand, where Microsoft is more of an aggressive firm. Consider how dimensions of corporate credibility affect decisions of the B2B customer. i. Uncover relevant emotional associations for the brand: Security, social approval and self-respect definitely play a role. In addition, how do risk and feelings influence a customers decision making? j. Emotions and decision-making: Ultimately, individuals rather than organizations make purchasing decisions. These people are influenced by emotions & ratio. k. Segment Customers carefully and develop tailored branding and marketing programs. Should there be a uniform image within and across firms? l. Segmentation within organizations: the ‘buying center’ brings together initiators, users, influencers, deciders, approvers, buyers and gatekeepers. People fulfill multiple of these tasks, but all should be approached with identical messages. m. Segmentation across organizations: careful customer analysis is required for successful segmentation. Implications: Not mentioned. Article 2: Desai, Kalpesh Kaushik and Kevin Lane Keller (2002) â€Å"The Effects of Ingredient branding Strategies on Host Brand Extendibility,† Journal of Marketing, vol. 66, (January), 73- 93. Constructs: * Line extensions: minor product changes in the host brand, possibly already introduced by others in the category. When these changes are branded, they’re further defined as: * Slot-filler brand expansions: the level of one existing product attribute changes. * New attribute expansion: an entirely new attribute or characteristic is added to the product. * Self-branded ingredient: the host brand includes and creates a new self-brand. * Co-branded ingredient branding: using associated brands as ingredients (Dell & Intel) that are supplied by another firm. Findings: * For Slot-filler expansions, a cobranded ingredient facilitates initial expansion acceptance, but a self-branded ingredient leads to more favorable subsequent category extension evaluations. Subjects appeared not to credit the host brand for the cobrand association in evaluating subsequent extensions, and if anything, they held it against the host brand. * For new attribute expansions, a co-branded ingredient leads to more favorable evaluations of both the initial expansion and the subsequent category extension. Because a self-branded ingredient did not help ‘broaden’ the equity of the host brand, and because the host brand may have lacked credibility, an extension involving a self-branded ingredient was less favorably evaluated. * Should ingredients be branded? Yes, it improves the competitiveness of the host brand and it’s a signal of quality when combining high quality brands. Implications: * Besides helping improve the competitiveness of the host brand, the new attribute can, in some cases, expand the usage of the host brand. * Co-branding might enhance short-term equity of a host and its value, even under low fit. However, in the long-term co-branding will require more fit to the category. After all, they’re borrowing and not generating equity themselves. * Evaluations of slot-filler extensions suffer after the cobrand that was originally used in the expansion is dropped from the extension. Article 3: Gussoni, Manuela and Andrea Mangani (2012) â€Å"Corporate branding strategies in mergers and acquisitions,† Journal of Brand Management, I 350-213IX, 1-16 Constructs: * Corporate name is a strategic marketing asset and carries the corporation’s reputation. * Mergers & Acquisitions: can be classified as: * Conservative: the new entity adopts the acquirer’s or the target’s corporate name. * Innovative: the new entity uses a mixed or new name. * Horizontal: if the combining entities are active in the same  industry and produce similar goods & services. * Vertical: if the combining entities are active in the same industry but at separate production stages (buying buyers or suppliers). * Divisional acquisition: acquiring /merging only some divisions of companies. * Diversification: if the combining entities are active in separate industries * Financial investments: if a financial investor, typically a private equity investment firm, acquires a manufacturing or service company. Findings: * Divisional acquisition, vertical integrations, diversifications and the sectors involved do not affect the probability of the strategy being innovative. * Inventing a new name for a target is unusual. * Innovative brand strategies are more probably in the case of mergers (as opposed to acquisitions), horizontal M&As and financial investments. More specifically, a mixed name is the preferred option since value and reputation of both names will be involved. * When doing a financial investment, the acquirer doesn’t transfer it’s name, but chooses between keeping the acquired name or changing it in case of bad reputation. * Horizontal M&As tend to extend the name of the acquirer to the target. Implications: * Management and chanting of brands and corporate names may have a profound impact within organizations. Therefore we recommend carefully interpreting our and other studies regarding naming strategies. * Marketing during a M&A process is often underestimated. Article 4: Ilicic, Jasmina and Cynthia M. Webster (2012) â€Å"Celebrity co-branding partners as irrelevant brand information in advertisements,† Journal of Business Research Constructs: * Celebrities are identified as co-branding partners, where two brands (one being the celebrity) are paired with one another in a marketing context such as an advertisement. * Their should be a match between the  celebrity and brand image to achieve positive effects on consumer attitudes. * A celebrity not only provides consumers with relevant brand information when they convey characteristics pertinent to the brand but also when they mention information relevant to the endorsed brand. * Irrelevant information provided by a celebrity endorser also aids in making a judgment about whether the brand is able to deliver the benefit according to the consumer. This holds regardless of whether relevant brand information is also present. * Dilution effect in marketing: Dilution of consumers’ beliefs might occur when a celebrity provides both irrelevant and relevant brand information. This effect is present regardless of whether consumers perceive the celebrity to match or mismatch th e brand. Findings: * When a celebrity co-branding partner does not provide information about the partner brand nor brand benefits but plays a peripheral role, consumer judgments in the ability of the partner brand to deliver benefits, their purchase intent and their match-up perceptions become less positive. * Consumer brand benefit beliefs and purchase intentions show evidence of a dilution effect only when consumers perceive a mismatch between the celebrity and brand and when presented with irrelevant information supplied by a celebrity in addition to relevant brand information. When purely relevant information is presented, dilution does not occur. * Dilution occurs on perceived brand benefits, purchase intentions and match-up perception between the celebrity and the brand. Implications: * Ensure that a celebrity co-partner does not provide irrelevant brand information within advertisements to avoid brand benefit belief, purchase intent and match-up dilution. * Advertisements should feature an irrelevant and incongruent celebrity in combination with relevant brand information.

World Religions Essay Example | Topics and Well Written Essays - 5000 words

World Religions - Essay Example Path of desire is not condemned in the Hindu religion, but the problem with path of desire is its un-fulfillment, as there is no end to desires and wishes which lead to wanting more and more. The followers of Path of desire follow false happiness and chase illusive dreams. Even, if an individual were able to find success, soon he/she would realize that there are still better things in life to be achieved. Man often man desire true happiness and success, which can only be satisfied by following Path of Renunciation. Thus, Path of Renunciation refers to renouncing one desire in order to achieve some thing more important (Moksha). And one can reap the benefits of Path of Renunciation only, when one has achieved maturity in the Path of Desire and wish to go beyond one’s own pleasure and success through renunciation personal desires. It is only possible by becoming part of the community and fulfill the duty of contributing greater good towards society. However the peak of the Path of Renunciation is beyond community and desires, which is the ultimate liberation from matter to attain enlightenment. 2) What are the "Four Paths to the Goal" What is the definition of 'yoga' Discuss each yogic path and its attributes. The Hindu scriptures have mentioned four paths to achieve goal in life: Dhrama, the righteousness in life; Artha, the economic development; Kama, Sensual enjoyment, and Moksha, ultimate liberation and union with God (through yoga). Yoga is training oneself (mind) to achieve perfect state of mind and peace through a system of exercises. Each exercise prepares body for further spiritual awareness and unites the body and spirit for greater control. Yoga is meant to train the consciousness for a state of perfect spiritual insight and tranquility. A system of exercises practiced as part of this discipline promotes control of the body and mind." These exercises prepare body for a full on spiritual awareness enables an individual for complete control of ones actions. The first one is Karma-yoga, which starts with an understanding that man is bonded to actions, thus the purpose is to relieve oneself from these selfish actions. It does not mean giving up all activities; instead Karma yoga refers to the sacrifices being offered to various deities to attain material necessities, however at the highest level it means dedication of all activities to God only. The next form of yoga is Jnana which is meant to promote knowledge through study and thinking. It asks for minimizing the life activities in the belief that the pursuit of wisdom means a simple life. The third kind of Yoga is Astanga, which is divided into eight different stages called Yoga Sutras. The sutras discuss the super-states of consciousness and attainment of several mystical powers, such as the power to become smaller in size. However yogis are not to be fascinated by such mystical powers and instead keep the mind focused on God within. The last form of Yoga is Bhakti, which is meant for mature individuals Within modern Hinduism, Bhakti-yoga remains the predominant path towards spiritual fulfillment. It includes the external and symbolic

Ethical Theories. Punishments For Acting Unethically Essay

Ethical Theories. Punishments For Acting Unethically - Essay Example In the corporate world, ethics would relate to the manner in which businesses conduct themselves in relation to societal moral principles. Every business should ensure that it conducts itself within the precepts of ethical standards available. Fieser and Moseley in their book, ‘Introduction to Business Ethics’ describes three fundamental theories in ethics under which businesses should be able to run their activities (Fieser & Moseley 4). 1. Summary of the ethical theories The first theory identified in the chapter is the theory of moral objectivism as championed by Plato - a Greek philosopher – who related morality to spiritual realities. This theory categorizes morality into three components, which are: morality is objective, moral standards are unchanging and moral standards are universal. According to the first category, moral standards exist in higher spirit realms completely distinct from the physical world and not creations of human beings or human societie s. The second category perceives moral standards as eternal as they apply regardless of where one is on the world. This aspect doe not recognize changes in location or time as having effects on the moral standards practiced by human beings. The third category identifies the universality of moral standards as not considering issues such as race, gender, or even social status of individuals. Based on Plato’s views, the universe is two-tiered – lower physical level and higher spiritual level (realm of forms) and has nothing permanent on it. Moral standards also exist in a realm of forms that are highest. This appeal gives the sense of moral stability. The first theory is contrasted by the second theory – theory of moral relativism – having three features, as well including morality is not objective, moral standards change, and that the moral standards are not universal. The first feature categorizes moral standards as pure inventions by human beings while th e last feature argues that the application of the moral standards depends on the preferences of individual human beings and not eternal truths. Defenders of this theory are skeptic of the existence of similar views as those of Plato’s higher realm of forms. The third theory is known as the divine command theory, which answers YES to the question whether God is the creator of moral values and standards. According to the theory, God creates the values based on no prior reasoning or logical standards but pronounced based on pure acts of will. However, this theory is faced by two main challenges. First, non-believers would reject the theory’s presumption on the existence of God. Furthermore, believers themselves hold on the belief of the existence of God from an aspect of personal faith and not having any absolute proof. Second, the moral standards if not based on any prior reasoning standards would imply that they are arbitrary having been made purely from scratch. 2. Con structing companies based on these theories In the business field, companies may be more motivated to act moral basing on the three theories above mainly on the desire to avoid tarnishing the name of the company, avoiding heavy fines and to avoid lawsuits. A company may choose to base their operations on one or all of the above theories. One significant approach by which companies can practice this is through the adoption of a utilitarianism theory of morality. A utilitarianism moral theory in normative ethics is based on the acknowledgment of an individual’

Promoting healthy life style Choices Essay Example | Topics and Well Written Essays - 3000 words

Promoting healthy life style Choices - Essay Example The girl needs to be educated and informed about total effects of smoking and why it is important to quit smoking, thus the reason for choosing smoking cessation. Tobacco smoking is a major healthcare issue around the world. In the U.S., Canada and some first world developed nations, it has been identified as the leading cause of preventable mortality. One out of five deaths in the U.S. has been attributed to tobacco. Annually, it is estimated that there are almost 440,000 deaths in the U.S. alone. Individuals inhale tobacco through various means such as pipes, hookahs and kreteks. Smoking poses adverse health consequences such as cancers of the throat, lung, and larynx. Additionally, ailments such as stroke and heart diseases can be attributed to smoking tobacco. The effect is widespread even to non-smokers they inhale the smoke through involuntary smoking. In the U.S. alone, it is approximated that there are close to 7,500 lung cancer deaths annually among non-smokers. The addictive substance in the tobacco is as nicotine. A typical cigarette contains about 13.79 to 22.68 milligrams of nicotine. If inhaled consistently it becomes easily absorbed in the blood and eventually becomes addictive to the consumer. From that point onwards an individual is termed as a tobacco addict. After a number of years, one may choose to quit smoking. However, it is not an easy task. Some individuals experience short-term effects such as; anxiety, difficulty in reacting to situations, craving nicotine substances and increase in weight. In a recent survey, 7 out of 10 smokers in the U.S. indicated that they wanted to quit smoking. For smokers aged 18-24 years, an estimated 5 out of 10 wanted to stop smoking. Quitting is a process that can be undertaken through inpatient or outpatient techniques. Also, various methods have been applied to assist smokers quit. Among them include; counselling, therapies and replacing

Nurse education Essay Example | Topics and Well Written Essays - 1500 words

Nurse education - Essay Example Nurses assist advance the most appropriate actions for patient services by cautiously investigating current strategies and giving response to their nurse leader (Needleman & Buerhaus, 2003). In addition, the transformational leadership technique is significantly related with perceived job satisfaction and efficiency. For example, transformational nurse leadership entails staff nurse involvement in performance development initiatives and strategic planning. My clinical experience occurred in labor & delivery or postpartum unit. Hospitals provide training programs, for example, assistant or technician trainings, which frequently incorporate trainee nurses right into the system of that facility. The labor & delivery or postpartum unit provided high danger and usual postpartum care. The unit was made up of ten beds, nine labor rooms, two examination rooms, one operating room, and one observation room. The labor & delivery or postpartum unit delivered almost seventy babies monthly. Most hospitals have websites where an individual may get information regarding nursing job vacancies and their requirements. The labor & delivery or postpartum unit merged caring proficiency with the most novel creative activities and up to date equipment (Kaestner, 2005). Participation also permitted firsthand experience and was an adequate way of learning. The model of care delivery is the synergy model. This model is a structure for creating nursing practice and establishing capabilities that indicate a combination of experience, skills, and knowledge of the nurse. The synergy model employs registered nurses incorporating them in the process of clinical decision making in the facility. There are ten nurses, six females and four males. The central point of view of the synergy model is that the synergy outcomes when the characters and requirements of the clinical unit, patient, or system are matched with the capabilities of a nurse. The problem is in the clinical decision making process. The synergy model provides the nurses with a strategy to make decisions in creating patient responsibilities matching the appropriate nurse with the adequate expertise for patient care. This model reduces work intensity, enhances the work surrounding, assures communication and cooperation between teams, and promotes a culture of learning (Kaestner, 200 5). Intervention   The nurse leader or manager proposes to deal with the issue of staffing shortage of registered nurses on a labor and delivery or postpartum unit in a number of ways. First, the nurse leader proposes the approval of federal standards indicating nurse to patient work load threshold and nurse to patient ratios. Health care providers should be required to offer necessary skill mix and efficient staffing levels to make sure there is an appropriate working environment for nurses and quality service to patients. Second, the nurse manager proposes a legal ban

Enterprise Risk Management at Google Research Paper

Enterprise Risk Management at Google - Research Paper Example Google has emerged as the front-runner in the market through its search engine and despite the present recessionary trends, the Company reported gross revenues for the third quarter of 2008 of $5.4 billion, which reflects an increase of 3% compared to the second quarter of 2008 and an increase of 31% compared to the same period last year (www.google.com/ financial release). But the Company also faces an increasing level of challenges on grounds of privacy and cultural issues on its websites.   ERP has been defined has been defined as â€Å"the discipline by which an organization in any industry assesses, controls, exploits, finances, and monitors risks from all sources for the purpose of increasing the organizations short- and long-term value to its stakeholders.† (www.casact.org, p 10). Before many of the accounting scandals such as the one at Enron erupted, risk assessment standards were considered a separate niche from regulating and auditing standards. But this has now been made a part of corporate governance, which is important in ensuring the economic health of corporations. Including risk assessment as a part of corporate governance provides investors the opportunity to periodically assess any potential risks that may arise. The Treadway Commission (COSO) issued a landmark report, in which it identified internal control measures that were necessary to ensure financial accountability and transparency in corporate governance. The three primary objectives of internal control according to this report are: 1) efficient and effective operations, (2) accurate financial reporting, and (3) compliance with laws and regulations.     

-persuasive speech-donate to my favorite charity Essay

-persuasive speech-donate to my favorite charity - Essay Example Programs established by ASRC here in the Connecticut help autistic children in coping with their condition. It also assists family members, and those close to the children to learn and adapt new ways of dealing with autism and helping the affected child (Kucharczyk et al., 2015). According to ASRC, some of programs include basic education about autism, workshops for families and professionals, direct services, consultation, mini-grants, recognition programs, a range of support groups, social activities, recreation and legislative advocacy. Autism cases are becoming widespread in the contemporary society, and several individuals feel its effects. The first reason for urging you to donate to this worthy undertaking is because we are one community. We unite as one; hence, it essential that we tackle it together. Second, this issue affects us all. Such a drive would build community cohesion and help us get to know and understand each other better. Statistics implies that one in eighty-eight children have this condition. Many families cannot afford to provide their autistic child with the necessary care and attention, but with your input, this will be possible. Third, you should donate to the charity because ASRC seeks not only to sensitize the community about autism, but also provide solid solutions to this condition. We believe that your assistance to this charity will enable it in realizing its target and ultimately impact the community positively. Kas, M., Modi, M., Saxe, M., & Smith, D. (2014). Advancing the discovery of medications for autism spectrum disorder using new technologies to reveal social brain circuitry in rodents. Psychopharmacology, 231(6), 1147–1165. http://doi.org/10.1007/s00213-014-3464-y Kucharczyk, S., Reutebuch, C. K., Carter, E. W., Hedges, S., El Zein, F., Fan, H., & Gustafson, J. R. (2015). Addressing the needs of adolescents with autism spectrum disorder: considerations and complexities for high school

Social Marketing Assignment 2 Example | Topics and Well Written Essays - 1000 words

Social Marketing 2 - Assignment Example There is need to sensitise the population about the need to seek professional medical services and also avail the services to the people (Lee & Kotler 2011). The campaign will be targeting various stakeholders who can be involved in delivering the communication and the services within the programme. The campaign will be seeking to sensitise the aboriginals on the need for seeking professional medical assistance when faced with health complications (Neiger et al. 2003). This campaign’s objective will be achieved through ensuring the active participation of the various groups of people being targeted by the campaign. The targets will include the following The fundamental focus of the campaign will be on the change of behaviour among the aboriginals to begin using healthcare facilities rather than relying on their traditional medicine in the treatment of various ailments. A change in the behaviour will be initiated by the campaigns which will be sensitising the people on the importance of visiting healthcare facilities (Lefebvre 2011). The campaign will be aimed at educating the people on the importance of depending on the professional healthcare services offered at institutions. The target groups will be informed through the media and direct communication delivered through social organisations providing other services to the community. The application of these methods will ensure that the target populations are reached by the campaign message in order to achieve the objectives of the campaign. Freedom from diseases will be the name of the campaign which will be undertaken in seeking to achieve the objectives that have been defined within the plan. This name of the campaign will be communicating the target for the whole campaign as well as the benefits which people will be getting from the product. Active involvement will be leading people

What Is the Israel Lobby Essay Example | Topics and Well Written Essays - 250 words

What Is the Israel Lobby - Essay Example Smith categorized Israel Lobby to power formulation, media pressure, leadership development, education foundation, and transfer of capital to Israel (Smith, 2014). Just like Grant Smith, John Mearsheimer and Stephen Walt claims that Israel Lobby is the support provided to Israel by the U.S. Unlike Smith, Mearsheimer, and Walt, Frankel claims that â€Å"Israel Lobby is a collection of American Jewish organizations, campaign contributors and think tanks† (slide 211). The success of Israel Lobby, as it was argued by Smith, is in tandem with that of Mearsheimer and Walt; the Israel Lobby focuses on influencing the Congress, the executive, manipulate media, and policing academia (slide 207). However, Mearsheimer and Walt together with Frankel provide more focuses of Israel Lobby that were not expounded on by Smith. For instance, they assert that Israel Lobby also focuses on dominating think tanks, misusing anti-Semitism, and demonizing the Palestinians. The argument of Mearsheimer and Walt on the reasons for the U.S. pursuing her policies in the Middle East is in tandem with that provided by Smith; they all claim that the activities of groups as well as individuals who make up the lobby are the key reason (slide 207 and slide 211). Smith, Mearsheimer, Walt, and Frankel claim that the work of lobby make Israel gets direct foreign aid every year (slide

The Role of Project Manager Essay Example for Free

The Role of Project Manager Essay Nowadays, with the development of project management, project success has been defined clearly. A definition of project success from Lock is that if the project finish on time, within budget and in good quality, the project is considered as a successful project (Lock, 2007). However, our understanding about the role of project manager is unclear. Different people hold various viewpoints about it. According to Lewis, people have a vague understanding of what is the role of project manager, because a majority of project managers are promoted from other jobs such as engineers or technologists and so on (Lewis, 2007). Some individuals think that the role of the project manager is to command and control. Is it enough for a project manager who is as a â€Å"single point of responsibility† (Burke, 2007) to manager a project? Definitely, the answer is no. How much authority do project managers exactly have? Firstly, let us about the job of project managers and their authority. Being a project manager is a difficult task, because the responsibility of them is heavy, but they are just given small authority. Kerzner said that in typical organizations, it is a common phenomenon that project managers request permissions to control company resources from top management. Additionally, the relationship between project manager and line manager is more like a copartner relationship rather than a rank relationship. In some way, project manager services for the line manager, because line manager hold the uses rights of company resources. Project manager, therefore, have no capital to control and command line manager. In most cases, when some issues occur or some decisions are waiting for determining, project managers negotiate with line manager rather than control and command. (Kerzner, 2001, p. 9) From the position of project manager in organizations and the relationship between project manager and line manager, we can see that even thought as â€Å"single point of responsibility†, project manager has limited authority, which means â€Å"that the role of project manager is to command and control† is inadequate. Actually, Project managers do need to command and control. As I stated above, project manager is responsible for the project, which means that a project manager needs to control the project’ process for obtaining a successful completion of the project as well as to command the stakeholders to follow the right path to realize the project’ objective. But it is important to emphasize that â€Å"command and control†is a purpose, not a process. Just like Bull said that there is essential difference between a dictator and a leader, a dictator gives command to people for doing something, but a leader inspires people to let them want to do things. The role of project manager should be a leader, not a dictator (Bull, 2010). Lewis also thought that the biggest part of project manager’s job is dealing with people. Even though project manager has quite little authority, it is not zero (Lewis 2010). Therefore, for project managers, the biggest challenge should be how to your limited authority effectively. To optimize the use of the authority, project managers need to build their leadership. Instead of using your authority to build your leadership, project managers should use their people skill which involves personality, management skill and communication skill. (Lewis, 2007, p. 27) So, â€Å"command and control†is a purpose, not a process. Which means that project manager should be a leader, not a dictator. More important thing than â€Å"command and control† As Lewis said that project managers’ biggest part of job is to deal with people, so a role of project manager should be communication coordinator (Lewis, 2007). According to Jha, 90 percent of project managers’ working hours are occupied by communication time, so it is obvious that it is crucial for project managers to have a good communication skill (Jha, 2010). More importantly, a project manager’s communication skill strongly impact on the outcome of the project. Verma emphasized that during a project life cycle, communication problems should be paid close attention, because such communication problems may create conflicts, disagreement, and misunderstandings. Many projects’ failure is due to those communication problems. Therefore, it is a total disaster for a project which has a project manager with a poor communication skill. Effective communication can create good relationship, trust and motivation which can help project managers to obtain supports from different individuals in the project. From this standpoint, because of the importance of communication in the project environment, a project manager’ role should be identified as a communication coordinator which requires a good communication skill (Verma, 1996). Other role of project manager The job of project manager is not an easy one. It is not just simply to command and control. Just as Kerzner said in his book, Planning is a primary part of project managers’ job, a good project plan enables the whole project to operate perfectly. In order to do this, a project manager should have a good management skill which involves risk management, cost management, time management and quality management. However, perfect project plans are rare, because there are many uncertainties during a project life cycle (Kerzner 2001). In this point, the role of project manager should be a plan agency. Although project managers have no right to control the company resources, they must plan them in order to accomplish the ultimate success of the project. Conclusion As â€Å"single point of responsibility† (Burke, 2007), project managers shoulder heavy burdens. Project managers need to control the process of project and command the involved people such as functional employees for meeting the projects’ objective. However, the authority of project managers is quite limited, so in most cases, project managers need to ask for permissions from top management to control the resources, and consult with line mangers to make a decision. Because of a lack of authority, having a good communication skill is crucial for project managers. One the one hand, it can create good relationship between project managers and other stakeholders. On the other hand, it is a key for project managers to become a leader. Moreover, project managers’ job is not easy. Planning is a hard and important part of the job. As a result, some people think that â€Å"the role of manager is to control and command† is inappropriate.

We Are Surrounded By Advertisements Media Essay

We Are Surrounded By Advertisements Media Essay The Absolut Vodka advertising campaign has been going on successively from 1981.this has been going on for over twenty years; this is practically forever in advertising. Industry insiders consider it being the most successful campaigns when it comes to the history of advertising. It is not often that one comes across ads which scratch on the copy to center of attention on the visual appeal. Absolut Vodka is one such campaign. More over the star of the ads is constantly the gorgeous, sneaky, chameleon-like bottle from Sweden. It is brilliant as it focuses on the visual to pass the message. The Absolut ads are mainly celebrated for their ingenuity as their longevity. They are full of humor, invention, and thoughts as they deftly talk about the brands values, often containing little confronts to the reader to understand just what is going on inside the ad. Still advertising campaign has gone into a point of wining many rewards, as well as charter membership in the American Marketing Ass ociation. It was initiated into the Hall of Fame in 1992 together with two additional brands: Coca Cola and Nike. The advertising campaign was conceded by TBWA Advertising. In order to ensure this report, there is a need to analyze the turn out ads for this brand to show the role played in shaping the fortune of ABSOLUT. However there are a diversity of themes which the agency worked on in attempt to reveal the fascinating usage of symbols and signs expressing the message of the brand. This include; cities, arts, products and holidays etc. It was necessary to delve into the past of the brand while taking a look at the communication messages so as find its meaning . this help to see how the layers kept increasing to the brand images. Absolut Vodka is a Swedish brand of vodka, produced near Ã…hus, Scania, in southern Sweden . Although, it was not a refined product, it contained world class raw components: uncontaminated Swedish water and wheat . this was referred as Absolut pure vodka . in 1970, the Swedish government had taken control of the production and distribution of the beverage alcohol industry, including Absolut .By the late 1970s, , Abosult would have to become an export product incase the distillery would survive .The brand owners surprisingly knew that they had to tap America as the main market . In the 1970s America reported thatr 60% of the vodka was being consumed in the free world However most of vodka consumed in America was made in America and it was sold cheaply .it was held that all vodka are of th e same quality this was because the production was effortless. Especially when compared with Scotch and other whiskeys .only a few of necessary ingredients were needed and there was no need for aging., as with Scotch and other whiskeys .another reason is that majority of consumers mixed their vodka with tomato juice, orange juice, tonic or other mixers. They didnt much care about the underlying quality of the vodka. The piercing on the bottle is the signifier that has more to do with the norms of the gay and punk communities found in America probably in 1960s. The fashion accessory shown here is symbolic of current upcoming society particularly the gay subculture. That was gaining momentum. The ad was even released through the time. The piercing also symbolizes a non-traditionalist fashion proclamation. Further it is symbolizes use of human body as a image to show the freedom from the community norms or system of behavior Signified. Sincerely speaking about experimenting with your body is the implication that comes visually in the ad. This is shown with the result of glow in the background. It works as a glare of publicity. Well the bottle is no longer just a bottle, but a metaphor of the human body. The identification of people who believed to the concept of being Practical with their body, particularly the gay subculture The upright body language of the bottle possibly has a direct connection to the human posture and demonstrates the boldness of the person to go communicate to the world. The ad gives them this space to voice their openness. This space then becomes their platform of self-expression. Almost as if to say, this is me I am comfortable with myself and the way I want to experiment with my body. The endeavor of the marketer is to no longer keep it restricted to drinking vodka but to make the bottle an icon that is relevant to them. This icon is then anticipated to be holding close by them. Also important to note that the color coding of a black background exaggerates their emergence. Gay as a trend has existed since time memorials. The black background shows how these people may have actually come out from the darkness or the shadows which they were hiding behind to an open platform into the public interest. They can now declare their sexual predilections. The Absolut Vodka bottle over the years has become conventional sign in advertising. It has been branded so well that shape of the bottle itself has turn out to be an iconic figure for designers as well as the general community. Main stress in their ads has paid attention on symbolic descriptions and ideas which most of the time contain a dual meaning. The translation of the meaning is slightly simple though enough for viewers to like because the meaning differs throughout every ad even though the idea is always the same. The ads often relate to ideologies within the society, following general trends, political affairs and art. Due to this, the advertisements do not always focus on audience but slightly expended their boarders to reach different kinds of demographics. By maneuvering the bottle Absolut has managed to clearly bring the meaning of the message through symbols and language from the surrounding For example, introduction of the slogan Absolut Brrr! which was visually fixed with a bottle covered in blizzard. Through this we are able to see the strong relationship that Absolut Vodka ads have with iconicity and how over the years successfully branded the product. The worlds longest and interrupted advertising campaign named absolute vodka was founded in 1879 by Lars Olsson Smith the now forth largest international spirit is now available to more than 126 nations. This is all due to much fame through its advertising campaign that made it win many awards, including charter membership in the American Marketing Associations Marketing Hall of Fame. The original idea for the campaign is said to have come from a South African artist; who claim to have gotten the idea while in his bathing tube.33333333 The magnifying glass is used to emphasize the name and the country from where Absolut Vodka comes. This shows the nervousness in the connection between USA and Soviet Union. This ad was published when the Soviet Union was particularly unpopular in the United States due to its invasion of Afghanistan and also the downing of a Korean jetliner,The time period in which was this ad subtly emphasized the fact that Absolut was made in Sweden, not in Russia. It was common knowledge that Vodka was synonymous with Russia. Despite speaking of its origin from Sweden on the produce itself. Most citizens who consumed the drink did not decode the message directly. Its the same experience of how people at times fill in the gaps as they have embedded in their minds due to sub-conscious conditioning. I draw logic from the research done wherein people look at the first and the last word and are able to understand the word, irrespective of the spelling in between being right or wrong. In the same manner vodka comes from Russia was the accepted belief although one tend to take that in vain. They were to state that the drink actually came from Sweden, but this would not occur to them that it is of great significance. This is because the connection has been well-known in their mind. The promoter was aware of this psychology of the consumer and they deliberately downplayed the Sweden relationship for the brand. This plan was employed until it was perfect time to highlight the truth. Thus during this period of anxiety the Key point delivered was on its Swedish origin. There is a strategic placement of the silhouette of Absolut vodka bottle in the core of the visual clichà © of Christmassy stuffs. Moreover this is a tactful route to turn out to be one of the numerous icons that portray tradition of Christmas celebration. This supply the consumer with what Christmas tradition is all about. The background of a home shows that consumption of Absolut vodka to commemorate Christmas at home is part and parcel of the Christmas tradition. Further a story is being told inside the toy train figure of the bottle. The setting probably explains the descriptions of how a typical American home seems to be during Christmas time. It right away talks to a socio-economic sector of families Theme Absolut Cities: These ads are a sequence of cities-detailed ads Absolut Las Vegas; The idea that classify a city Signifier: Shrimps and sauce in this case, cap of the bottle arranged in the figure of the Absolut bottle Signified: The food relation of Las Vegas as a city disparate to the mental imagery which one would instantly draw for it as a Casino city. Well this ad is well done and of course breaks the illustration clichà © of Las Vegas as a city. It also brings out another surface of it .it raises question why there is roughly purposeful intention not bring out the Sin City image of Las Vegas in the Ad .it is not wise to take vodka without beer. A true specialist will always eat something after downing a glass; hence the above visual-logic would make sense. Though we dint know relationship between shrimps with Las Vegas. Las Vegas is about extremes. This extends to shrimps which are seen as exotic food and probably invokes an elitist consumption attitude. The advertising campaign for Absolut vodka was considered the best of the 20th century. Yet not known whether it was due to the ads, the unique bottle shape that made Absolut the best imported vodka in market. Michel Roux of Carillon Importers spends more than any other label on advertising to ensured that the sales of the Swedish brand increased in declining market. Throw away ads of the industrys typical bottle and glass , Geoff Hayes of the TBWA agency made the first Absolut excellence ad featuring the short, clear bottle putting on a halo. Incidentally this was the same bottle claimed by marketing research to the tune of $ 78 000,that it would fail since it did not have a paper label and also the neck was very small for the bartenders to holt it. In Absolut Original the bottle was fixed in stone as if it was very old. In Absolut Manhattan a satellite photo of New York anticipated central park fashioned like a bottle. In Absolut Seattle a rain pond had the bottle figure and in Absolut L.A. a swimming pool was calculated in the now renowned bottle shape. The city ads have turn out to be among the most admired Absolut ads. In Absolut San Francisco you barely observe the bottle for the fog. In Absolut Chicago the breeze is blowing away the inscriptions from the bottle. In Absolut D.C. the bottle is covered in red ribbon. Most of European towns are featured, for instance, Absolut Copenhagen demonstrate doorway to Tivoli converted to the famous bottle shape. Also Holmenkollen was converted for Absolut Oslo, the locals cried foul, with no will to relate their much-loved game with alcohol. However in Absolut Berlin it was a piece of the wall and in Absolut Naples a lampshade and hanging laundry that wisely copied the shape of the bottle. The greatest release for Absolut emerged when daughter of the Swedish Ambassador communicated to Andy Warhol into painting a celebrity statue of the bottle. The artist was fascinated because he never took alcohol. He only used Absolut as cologne. Absolut Warhol followed by ads comprising many unknown painters, photographers sculptors, but For artists like the Brazilian painter Britto, the Absolut payment was a commercial get through. All the samel Absolut has run almost 500 advertisements most of them featuring artists from varicose places. Up to date art community still talks about the 32-page Absolut Glasnost. Common run have shown South American, African Swedish, American, and other artists. Absolut ads have become a collectors item and many galleries actually sell old cut out ads. There are several books about the ads and the Absolut software (1-800-568-1566) that is a virtual museum of Absolut art. The first seasonal Absolut advertisement extravaganza was a much-talked about microchip playing Christmas carols in 1987. Later ads have included a packet of seeds (Absolut Spring), Donna Karan mittens; designer silk scarves and panty hose all sporting the Absolut bottle. In 1990 the New York magazine had a working forty eight piece Absolut Puzzle. Another Christmas the agency created an ad with a snow flake-filled pouch so that Absolut Wonderland snowed as if it was in a glass ball when you shook it. One year Absolut inserted a sheet of stamps with its Warhol, Haring and Rusha ads with an 80 proof denomination. The stamps were actually accepted by most post offices as legal postage. For an ad in Playboy magazine, Absolut created an Absolut Centerfold with a bottle without any text on it but with an accompanying playmate data sheet complete with things like the perfect night: at home with my closest friends, Sven, Bjà ¶rn, Ingmar, while jumping back and forth between the sauna and ice baths, we exchange our favorite galaxy recipes. If it had not been for Absolut and its extender products Pepper, Currant, Citron and Mandrin, the world may never have realized that Sweden had a substantial liquor production. Thanks to the campaign, Absolut may now be more famous than Volvo. Today it is the House of Seagrams that distributes Absolut in North America, after Michel Roux and Carillon Importers (who took the vodka from nothing to 3 million cases a year) was booted out by the Swedish VIN Sprit monopoly. The successful Absolut marketing formula perfected in the U. S.A. is now practiced all over the world. The advertising campaign has also led to many parodies. Mad magazine ran Absolut Liver with an x-ray of a liver that has a silhouette of guess what? In Absolut Winter you see a virgin snow-covered background on which a man is urinating and thereby drawing a yellow pattern in the snow of you guessed it. When the advertising critical Ad busters ran ads entitled Absolut Nonsense, Absolut Impotence and Absolut Silence, the producers threatened to sue the magazine. The Absolut Nonsense copy stated any suggestion that our advertising campaign has contributed to alcoholism, drunk driving or wife and child beating is absolute nonsense. No one pays any attention to advertising. When looking at a series of ads, we have a better idea of the artistic significance attached seen in the images.it is true to saythat the image of the Absolut bottle is now a cultural icon.it ia aimed to make it identifiable as a distinct sign of class for all who sees it.however the reader should recognise the vodka bottle surrounded by the text to make sense of the ad.   This expectation depends on the network of ads that have paved the way to it.  quick identification of the image qualifies the reader of an Absolut ad to be a member of an private club.   the campaign aims to register everyone to be a member of the group by affirming that their art and the bottle, shows significant cultural reflections of people associated with the upper class that are appropriate to all associates without putting into consideration their actual class status. The different genres of Absolut ads carry distinct cultural messages, and contain a universal class claim that is associated with the image of the vodka bottle.   The ads reinforce the cultural myth that American culture is defined in terms of class structure.   However, it offers a mixed message about class that is clear and liquid: class can be bought. this campaign has the idea that American society is clear in terms of class through setting ,object, , audience, camera angle in the advertisement.   The promotions confront this idea by making it public in most magazines reaching people of all kind.   Moreover they are bridging the gap in cultural class, when authorizing such a various audience connection into an exclusive ad campaign. The advertisement is not only selling the reader vodka, but also selling the false impression of an earned communal place connected with the higher class. The class theme within the Absolut Vodka advertising campaign is demonstrated in one of the most new published Absolut ads entitled, Absolut Voted-Off.   This is very basic ad shows four bottles of seasoned Absolut Vodka put together on the left side of the page.   The bottles are described by bright, yellow, purple and orange.  The original absolute vodka when you look at extreme right side of the page, which is not facing the viewers, is the original Absolut Vodka bottle that is only revealing half of its cold, blue label.   The text, Absolut Voted-Off appears at the bottom of the page.   What does this ad reveal on the surface?   At first glance it seems to be selling the new flavored vodkas, representing them as important and associated with a distinguished category.   However, this advertisement is characteristic of the mixed messages portrayed by the Absolut advertising campaign. 333333 Conclusion: Absolut Vodka ad campaign is unbeatably one of the big thoughts in the ad industry. This is because it has endured the test of time for over twenty years. Having gone through the ad campaign over a period of time, the semiotic the campaign is actually the preliminary years in which the bottle symbolized a person and his humanity. Moreover the campaign has something to do with the world and its inhabitance. The changeover is sparkling. From the marketers approach, these days Absolut is not just about America; it is mounting its reach internationally. Now It is no longer person precise and neither focus on personalitys story of belongingness or nor characteristics. It has more to do with the larger picture. It is the world that is today and what we wish be like. Interestingly the world these days is undeniably beyond America. In my standpoint an additional reason for this move is the heart-to-heart experience. Just to explain further, a kind of homogeneity is seen still in the immeasurable variety which is in existence today. However homogeneity might be; a need for safety from terrorism, the wish for cure to a fatal disease likes Aids, etc. The plan in the larger sense fits a combine aspect for nations, states, society and also persons. Never the less ad campaign concentrate on certain universal matters and for that reason it is trying to raise a global campaign and a innermost idea of what an Absolute World could be.