Saturday, August 10, 2019
Three Google Apps Essay Example | Topics and Well Written Essays - 750 words
Three Google Apps - Essay Example However, if the intended person contacted or sent to a message is offline, he or she will receive the message when he or she goes online (Darbyshire, 2010).Second, the Google Docs is a free Google application and an online word processor that is web-based and allows for creation, editing and online storage of documents and spreadsheets. There is access to the files, documents, and spreadsheets, created, edited, and stored online using computers provided there are full-featured web browsers and an internet connection. Google Docs both create and format text documents and enables for collaboration with other people in real time. Google Docs allows one to perform such functions as uploading a word document and converting the document to a Google document. In addition, Google Docs allows the users to add formatting and flair to the documents by adjusting colors, spacing, margins, and fonts. Moreover, Google Docs enables people (the users) to invite other people for collaboration purposes on a document edit, review, or access (Darbyshire, 2010). Third, Google sites are the tools for the creation of web pages for the purposes of providing work productivity suites. Google sites enable all people to create sites that are team-oriented where anyone can collaborate and share files with one another. In the Google sites, people can collaborate and work together to add information and file attachments from other Google applications such as YouTube, Picassa, Google Docs, and Google Calendar (Darbyshire, 2010).
Friday, August 9, 2019
Political objectives of the principal participants of the 1991 gulf Essay
Political objectives of the principal participants of the 1991 gulf war - Essay Example Iraq was the largest victim as it pertained to achievement of its own objectives, including sanctions which led to significant economic problems in the country, citizen poverty and starvation, and virtually complete isolation from the international community. Kuwait achieved socio-political stability by driving out the massive population of Palestinians in a nation where there has been significant tensions and mistrust between domestic citizens, government and the Palestinians. This essay identifies all victories and detriments to fulfilment of principal partner political objectives as a consequence of the 1991 Gulf War. The 1991 Gulf War encompassed a six week confrontation against Iraq by US-led coalition forces as a response to Iraq’s annexation of Kuwait. In 1990, Iraq invaded Kuwait which brought rapid condemnation stemming from many member countries of the United Nations who feared that growing economic strength of Iraq would destabilise the balance of power in the Middle East. In total, 34 different nations from around the world joined the joint military operations of the Gulf War or provided economic support for defeating Iraq’s objectives. The United Nations was growing substantially concerned that a Kuwaiti-controlling Iraq which was now threatening and antagonizing Saudi Arabia, a nation with significant geopolitical importance for its international oil supply, would give Saddam Hussein control over nearly all oil reserves in the region. Kuwait represented a strategic environment by which Iraq’s Hussein could strike against Saudi oil fields, which would threaten oil procurement and pricing throughout the developed world. Between 1980 and 1988, one of the longest wars of the 20th Century, Iraq had been at war with Iran which was motivated by border-related disputes. Saudi Arabia, which feared a growing hegemony within Iran, had loaned approximately $26 billion USD to Iraq in an effort to prevent the Shia in Iran from
Comparative paper between aboriginal people of canada and palestinian Essay
Comparative paper between aboriginal people of canada and palestinian people - Essay Example As a result of introduction of Indian Act, the government took the power of controlling the lives of aboriginal people and their lands (Hallett 100). The Aboriginal people were denied their rights. The Indian Department that was in charge of the Indian affairs took the full control over the lands that was reserved for the aboriginal people. They also took control of the resources and trade among the aboriginal people. The government took advantage of the act and used as a way of controlling these people. The government decided where these people could live. However, this legislation was never following what it stood for; it was being violated. The aboriginal people had so many social issues. In 1600s, the aboriginal people were engaging in trading activities that involved trade of firearms, minerals, and fur. Due to competition in trading, conflicts between tribes emerged that resulted in division of these people. The aboriginal people lost their self knowledge (McNab & Ute 51). Loss of self knowledge, according to the anishinaabe, was just like losing their culture that was assisting them in development. The aboriginal people lost these through the introduction of integration of residential schools and pilot programs. These programs were not favoring the aboriginal people but they were meant to westernize them. The current generation of aboriginal people is not able to access their knowledge of the past and anything concerning their culture. As a result, they are no longer able to keep their culture (Neu & Richard 98). Furthermore, this lack of self knowledge has led to the loss of identity of the aboriginal people. They are no longer able to set goals and objectives for themselves. Without identity, aboriginal people have lost their culture and this is shown by the way they present themselves in the society. In addition, loss of language by anishinaabe people is another social issue.
Thursday, August 8, 2019
Management of Law Office Assignment Example | Topics and Well Written Essays - 750 words
Management of Law Office - Assignment Example There are several forms of business organizations that a person may venture into among them sole proprietorship, partnerships, limited liability partnerships, law corporations and group law practices.Each of these forms has their own specific differences, as well as, the features upon which each can be evaluated so as to suit the organizational needs of Ms Seow. In this paper, I seek to discuss in brief these forms and then select on one upon which I shall make a recommendation about and the justifications for the same. In a sole proprietorship, a person decides to operate on a particular business venture on their own. The main advantage with this form is that one gets the opportunity to manage and enjoy the profits/benefits from the business alone. However, the costs are enjoyed alone as well which may be detrimental. However, this form would not be essential for Ms Seow considering the nature and form of organization and clientele she serves (Roper, 2007.p.85). On the other hand, a partnership would be when she joins hands with another lawyer and pools resources and clientele base together. In such an arrangement, the benefit would arise from the fact there will be shared responsibility in terms of management and even sourcing of capital for the firm. This arrangement would appear essential considering the financial challenges faced by Ms Seow’s firm. Above all, there are joint deliberations in the making of decisions thus, ensuring their concreteness. However, this would not seem feasible as the same has not worked with the current partnership with Mr. How. Consequently, this form of business may prove unproductive taking into consideration the likely disagreements that may arise between the partners or even the fact that they will be subjected to unlimited or limited liability based on the nature of the partnership. Additionally, a partnership in spite of being flexible and allowing for sharing of losses will also involve the sharing of profits by th e partners. This seems to be the case of Ms Seow in which case the options to her appear as though she should part ways with Mr. How. In the case of a law corporation, the situation facing Ms Seow and her law firm may not prove fruitful. This is because law corporations are usually considered as large scale operational units. Usually, the institutional set-ups as, as well as the structural nature of such may not warrant the organisation run by Ms Seow to be classified as such. This is considering that Ms Seow for one has limited office space, limited number of staff, and above all limited, or inadequate capital to finance her firm’s operations. This is worsened by the ideal situation of the market in which due to the competition, the profits levels have decreased hence, lawyers are not able to make many earnings in the business. For instance, Mr. How, despite being specialised in conveyancing, the same poses a major challenge in the face of the stiff competition with most fir ms opting to charge lower fees (Nollkamper, 2013.p.205). In all these situations, the most feasible and achievable option for Ms Seow and her law firm that will also ensure the achievement of enhanced profitability would be to engage in a Group Law Practice. As the adage goes, ‘there is strength in numbers.’ As such, it would be beneficial for Ms Seow to enter into a Group Law Practice with other firms of similar sizes and enjoy the benefits of extended employees’ network. Group Law Practices are continuously providing effective strategies through which the demands in the ever evolving law demands can be met. As has been reasoned by most seasoned lawyers in private practice, the strength in the seasoned legal bench enables the firms to offer an extensive assortment of services to customers. This is so because group law practice will enable Ms Seow to build a team of sophisticated and dedicated lawyers with diverse knowledge on the benefits of the clients. Clearly , this seems to be much possible
Wednesday, August 7, 2019
Prostate Cancer in African American Men Essay Example for Free
Prostate Cancer in African American Men Essay Cancer has always been one of the most dreaded diseases of humans. This incurable disease has broken the hearts and spirits of many, and has continuously left an indelible mark in its patients lives. One of the cancer types associated with men is prostate cancer. The National Cancer Institute website defined prostate cancer as the type of cancer occurring in the male reproductive system, more specifically in the prostate tissues. This type of cancer is normally triggered in older men (n. d.).            In addition to this, the disease also reiterates that genetically mutated cells, known as cancer cells, are present in the prostate. The Prostate Disease website also added that tumors are formed, spreading to the different areas in the body. The spread of the said cells causes permanent damage to the normal functions to the different organs (2006).            Aside from the fact that cancer is genetically transmitted, the underlying causes of prostate cancer are still undecipherable. The profile of an individual candidate for prostate cancer is usually taken into consideration. Since males are the only ones with prostates, the women are fortunately exempted from acquiring this disease. Race is another factor affected.            The Intercultural Cancer Council website stated that Prostate Cancer affects 37% of African American men (Baylor College of Medicine, 2007). It was also stated that the percentage rate of men afflicted with prostate cancer is relatively higher in Europe and in North America, as compared to Asia, Africa, and South America. Diet is one of the most unrecognizable causes of prostate cancer. Eating of food rich in carcinogens can increase the cancer rate in the body.            According to the National Prostate Coalition website, African American males are afflicted by Prostate Cancer far more than the other types of cancer. In an estimation made by the same website, there were 4,240 prostate cancer deaths in 2007. The chances of genetically acquiring the disease are very big for African Americans. For a close relative afflicted with the disease, the individual has a one out of three chance of acquiring the cancer. For those who have two relatives afflicted with prostate cancer, the chances increase, with an 83% possibility. Worse, if there were three or more members afflicted, the possible acquisition of the disease is 97% (NPCC, 2007). Quite disappointing, but true.            The early stages of prostate cancer inhibit the patient from experiencing and seeing the symptoms. This is primarily due to the fact that these symptoms may also be caused by the presence of other diseases. Such symptoms may include frequent urination, urinary incontinence, presence of blood in the semen and in urine, erection difficulties, and agonizing ejaculation. Presence of at least two of the above mentioned should be enough basis for the patient to consult an oncologist or urologist at the soonest possible time (Marks, 2003).            Biopsy is one of the most reliable tests done in the diagnosis of prostate cancer. With the presence of a Urologist, a tissue sample is harvested from the patient using a needle. The sample is then forwarded to the Pathologist for extensive examination that could lead to the possible detection of prostate cancer. Several other tests are also performed after biopsy that act as the other opinions in proving the presence of cancer cells. Some of the tests include a CT scan, bone scan, and an MRI (Strum, Pogliano, 2005).            With the rampant upgrades in technology, several treatment methods have been available for prostate cancer. According to the website of the American Academy of Family Physicians, the tumor spread of prostate cancer plays an important role in the type of treatment used (2008). The most common treatments used were Radical Prostatectomy, Radiation Therapy, Cyrotherapy, and Active Surveillance.            One of the used surgeries is Radical Prostatectomy. This process focuses on the extraction of the prostate gland and the nearby tissues from the body. This surgery requires the patient to undergo a general anesthesia, so as to avoid the unbearable pain that can be felt during surgery. As replacement, a catheter is placed through the penis so that urination may be facilitated while the wounds are healing (Blasko, Grim, Sylvester, 2003) .            Undergoing Prostatectomy is one of the most certain treatments for prostate cancer. The removal of the prostate and its nearby tissues inhibits the spread of the cancer cells to the other parts of the body. This also gives the doctor firsthand information of the results, giving them enough evidence as to whether the cancer will spread or not.            Radiation Therapy on the other hand, does not involve any surgery. Instead, the procedure makes use of x-rays whose energy is high enough to kill cancer cells. For this specific disease, two types can be used. These are the External beam and the Internal. The External beam uses a machine that beams radiation from the outside of the body. The target of the beam is the prostate, making sure that radiation is exposed on the pelvis and in the prostate. The side effects for this treatment include diarrhea, rectal irritation, bleeding and painful urination. Sometimes, this therapy may also cause impotence.            Internal radiation therapy, as compared to the external beam, emits radiation seeds that were implanted on the prostate. These seeds are powerful enough to kill cancer cells, but may be very painful.            Cryotherapy, according to the Prostate Cancer Institute website, is one of the newest therapies discovered in the 1990’s. The treatment utilizes the freezing of the prostate gland, destroying the whole organ, including the cancer cells that may be incorporated in the process. The process requires the patient to undergo general anesthesia, and is over in about two hours. The side effects experienced by the patient are usually treated after a few weeks. These may include urinary incontinence, pains in the pelvis, and swelling in the scrotum (2006).            Active surveillance, on the other hand, is yet the most simple among all treatments. The patient does not undergo a specific treatment, and instead is in close communication with the physician. This process includes regular tests and exams that monitor the health of the patients (2006).            Having to bear the pain of prostate cancer and the thought of actually dealing with the disease is heartbreaking for anyone. The best thing to avoid such heartbreaks is to try and avoid contacting the disease. According to the WebMD website, the consumption of food rich in fiber can be very beneficial in the prevention of the disease. These include the consumption of tomatoes, vegetables, and soy products. In addition to this, researches are being conducted in finding the correct preventive measures of prostate cancer. Some of these researches include the fact that the administration of a Non-Steroidal Anti-inflammatory drug (NSAID) helps in the protection of men from having prostate cancer. Another is the fact that drinking red wine also helps in the prevention of prostate cancer (July 24, 2006).            Regardless of what the effects of prostate cancer are, what is important is the fact that people, cannot avoid such disease. May they be Caucasians, Asians, or even African Americans; no one is exempted from having such. We all just have to take good care of our bodies, and of our lives. References (24 July 2006). Prostate cancer health center: Prostate Cancer-Prevention. Retrieved March 20,           2008 from http://www.webmd.com/prostate-cancer/tc/prostate-cancer-prevention.            American Academy of Family Physicians. (2008). Prostate Cancer Treatment Options.   Retrieved March 20, 2008 from      http://familydoctor.org/online/famdocen/home/common/cancer/treatment/264.html Intercultural Cancer Council. (2007). African Americans Cancer. Retrieved March 20,           2008 from http://iccnetwork.org/cancerfacts/cfs1.htm Strum, S.B., Pogliano, D.L. (2005). A primer on prostate cancer: The empowered patients    guide. Life Extension Media. National Cancer Institute. (n.d.). Prostate Cancer. Retrieved March 20, 2008, from            http://www.cancer.gov/cancertopics/types/prostate Marks, Sheldon. (2003). Prostate and cancer: A family guide to diagnosis, treatment and           survival. Perseus Books Group. Grimm, P., Blasko, J., Sylvester, J. (2003). The prostate cancer treatment book. Contemporary  Books. Prostate Disease. (2006). Prostate Cancer. Retrieved March 20, 2008 from            http://www.prostatedisease.org/prostate_cancer/default.aspx Prostate Disease. (2006). Prostate Cancer- Causes and Risk Factors. Retrieved March 20,         2008 from http://www.prostatedisease.org/prostate_cancer/risk_factors.aspx Prostate Cancer Institute. (2006). Cryotherapy for Prostate Cancer. Retrieved March 20, 2008  from   http://www.prostate-cancer-institute.org/prostate-cancer   treatment/cryosurgery.html
Tuesday, August 6, 2019
Learning outcome Essay Example for Free
Learning outcome Essay Understand diversity, equality and inclusion in own area of responsibility 1.1.1There are two models that link with equality, diversity and inclusion, the first one is the social model of disability which views discrimination and prejudice as being embedded in today’s society, their attitude’s and their surrounding environment. The social model focuses on who the adult is as person not what their disability or diagnosis is, the focus is on how to improve and empower the individual’s life and lead a more independent life as possible. The second model is the medical model of disability which views adults has having an impairment or lacking in some way, this model focuses on impairments that the adult has and finding and acknowledging ways to correct them. The client group at my current place of work are adults with mild learning disability and some of the residents have a dual diagnosis of mental health issues as well. Both the social and medical model has an impact on their daily life. The companys’s ethos is to empower the residents and in able them to lead a normal life as possible. This is done by providing and engaging them in their own individualised person centred plans and asking their opinions on what they like how they like it etc. allowing them to make informed choices for them self and whether they have the capacity to make these decisions. 1.2 Analyse the potential effects of barriers to equality and inclusion in own area of responsibility The potential effects that the residents will experience in this care setting are prejudice and discrimination. Prejudice happens when society lacks education and the understanding of different cultures and how society looks at it. Prejudice begins by making assumptions of a certain client group i.e. people with learning disability and mental health issues are put into a certain box. 3.1 Analyse how systems and processes can promote equality and inclusion or reinforce discrimination and exclusion †¢The Equality Act is a legislation that is in place to ensure that people are given equal rights and opportunities regardless of their age, gender, disability, race,religion or belief and sexual orientation. This legislation promotes diversity, equality and inclusion by making it a requirement that they are commonly practiced and incorporated into the health and social care setting, making it illegal to discriminate against a person/or persons for any reason. The main Acts incorporated into the Equality Act 2010 are; †¢ The Care Quality Commission †¢ The Disability Discrimination Act 2005 †¢ Human Rights Act 1998 †¢ The Equal Pay Act 1970 †¢ The Sex Discrimination Act 1999 †¢ The Race Relations Act 2003 If these code’s of practice and legislations where not to be followed the consequences can be diverse. They can effect just one individual or can effect an entire team of social care workers. By not following the codes of practice and the legislation you could cause a service user to feel discriminated against which would have negative effects such as making them feel isolated or un-heard and could lead to more problems that would effect the people around them as well as the individual . By not using inclusive practice you may find that the service user might be put in a situation in which they are not happy which could make them act out in a way that could effect their future and how other team members interact with them. †¢ [The service has a low number of service users from other black and cultural backgrounds †¢There are few staff members from black and cultural backgrounds (I have recently recruited a female member of staff who originates from Ghana ) †¢Some service users display prejudice by refusing support from a balck worker †¢Waiting for a disabled woman to be clear through the CRB process to become a volunteer focusing on media and creative writing. †¢Decision making processes for service users through the person centred plans which for some of the people in the service I manage still are powerless as staff determine outcomes for the person especially for people with limited communication. There are a number of people who are institutionalised and because they are older this is unlikely to change. †¢Staff attitudes towards women for example saying â€Å"Hey girl†I respond to this by saying my name is Alison and I manage the service. I feel there islittle respect of people’s positions within the organisation. There needs to be teaching of prof essionalism staff using appropriate language when in the work place. I feel undermined as a woman †¢Work policy systems for discrimination †¢Simple changes as everyone using the same mugs and staff having drinks at the same time as people who use the service. †¢Equality Act 2010 is the law that bands unfair treatment and helps achieve equal opportunities in the work place and wider society. †¢Promote – cultural diversity social work student on 9 week placement from the Check Republic unable spend quality time with her to discuss how the service †¢Ankar Hindu temple celebration of their 8 night festival †¢Health wellbeing day promotion of healthy Asian finger foods for many people who attended the day this was a new experience including myself. 3.2 †¢it is important to promote equality and explain without causing offence why some practices are unacceptable â€Å"The key anti-oppressive component of personal ands social history discussed in chapter one understanding and valuing the cultural and spiritual heritage of families and communities within which individuals are situated, but recognising the continually changing dynamics of that experience.†(Burke, Clifford 2009:11) Anti-Oppressive ethics and values in Social Work Derek Clifford and Beverley Burke †¢Creating an environment to learn through music and singing for example gospel choir. †¢The organisation is predominately white with its origins from the Christian Brothers established in Belgium. Their principles for caring for orphaned children and children with disabilities. †¢As a manager it is important to ensure that people are given the opportunity to make informed decisions Burke, B. Clifford, C. (2009) Anti-Oppressive Ethics and Values in Social Work, Palgrave Macmillan 3.3 †¢Organise different cultural days /celebrations †¢Recruit more volunteers from cultural background †¢Out reach work with other cultures and religions allowing people to gain insight into how other people live. 4 Be able to manage the risks presented when balancing individual rights and professional duty of care. 4.1 The people I am responsible for have varying degrees of learning disabilities therefore their level of understanding in some cases is limited owing to their life experiences. †¢The majority of people have never had the opportunity to make informed decisions. The Mental Capacity Act 2005 states that you can make decisions acting in persons best interests. †¢Duty of care ensuring a person is not put at risk and keeping people safe. It is difficult for some staff to understand the power they hold and †¢don’t always make the best decision for the person. 4.2 †¢Informed choice this is giving people the appropriate information to make a decision. †¢It has to be in a format that the person understands such as easy read pictorial as most people who I support have limited literacy skills. Using pictures are and basic sign language can help. †¢Service user group meets monthly chaired by the people who use the service to discuss what happens in the service 4.3 †¢Individual capacity is based on a persons IQ and socialisation from childhood to adulthood most behaviour’s are learned. The people I support in most cases have been with the organisation since childhood there fore are institutionalised so decision making is very difficult for them. It is almost subservient wanting to please the member of staff by agreeing through repeating what the staff member had said. You could argue that the people we support are conditioned to give their personal power away to staff. There are minority of staff who say they acting in the person’s best interests but are actually exploiting their power. 4.4 Propose a strategy to manage risks †¢Financial policy when handling peoples personal monies ensuring they are supported to handle their own money to the best of their ability. †¢Assess the persons capacity level of understanding †¢Work on a life skill guiding the person through decision making stages †¢Write a risk assessment for each activity undertaken. †¢Travelling alone in taxis ring the person’s home first to check support staff are there. Ring for taxi. Support person into the taxi give taxi information on whether the person can talk confirm address and that a member of staff will meet the person at the final destination and pay. \r\ing person’s home to inform they have left in the taxi give the taxi company details, description of driver and car.
Monday, August 5, 2019
Principles of Marketing | Dissertation
Principles of Marketing | Dissertation Definition of Marketing Marketing is part of all of our lives and touches us in some way every day. Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities. In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution. Philip Kotler says, Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Broadly defined, marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others. Narrowly defined marketing involves building profitable, value-laden exchange relationships with customers. In short, it has been defined as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. The new definition given by American Marketing Association reads, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The marketing process Create value for customers and build customer relationships Capture value from customers in return In the first four steps, companies work to understand consumers, create customer value and build strong customer relationships. In the final step, companies reap the rewards of creating superior customer value. By creating value for customers, they in turn capture value from customers in the form of sales, profits and long term customer equity. Core concepts of marketing Target Markets and Segmentation A marketer can rarely satisfy everyone in a market. Everyone in the market has different taste, likeliness, income and spending habit. Not everyone likes the same soft drink, automobile, college, and movie. Therefore, marketers start with market segmentation. They identify and profile distinct groups of buyers who might prefer or require varying products and marketing mixes. Market segments can be identified by examining demographic, psychographic, and behavioral differences among buyers. The firm then decides which segments present the greatest opportunityâ€â€whose needs the firm can meet in a superior fashion. The lucrative segment/s are selected or targeted for offering/selling the product. For each chosen target market, the firm develops a market offering. The offering is positioned in the minds of the target buyers as delivering some central benefit(s). For example, Volvo develops its cars for the target market of buyers for whom auto- mobile safety is a major concern. Volvo , therefore, positions its car as the safest car a customer can buy. Customer Needs, Wants and Demands Needs are the basic human requirements. People need food, air, water, clothing, and shelter to survive. People also have strong needs for creation, education, and entertainment. The above needs become wants when they are directed to specific objects that might satisfy the need. An American needs food but may want a hamburger, French fries, and a soft drink. A person in Mauritius needs food but may want a mango, rice, lentils, and beans. Wants are shaped by ones society. Demands are wants for specific products backed by an ability to pay. Many people want a Mercedes; only a few are able to buy one. Companies must measure not only how many people want their product but also how many would actually be willing and able to buy it. Product or Offering Customers needs and wants are fulfilled through a marketing offer or product. A product is any offering that can satisfy a need or want, such as one of the 10 basic offerings of goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. A brand is an offering from a known source. A brand name such as McDonalds carries many associations in the minds of people: hamburgers, fun, children, fast food, and golden arches. These associations make up the brand image. All companies strive to build a strong, favorable brand image. Value and Satisfaction In terms of marketing, the product or offering will be successful if it delivers value and satisfaction to the target buyer. The buyer chooses between different offerings on the basis of which is perceived to deliver the most value. We define value as a ratio between what the customer gets and what he gives. The customer gets benefits and assumes costs, as shown in this equation: Based on this equation, the marketer can increase the value of the customer offering by (1) raising benefits, (2) reducing costs, (3) raising benefits and reducing costs, (4) raising benefits by more than the raise in costs, or (5) lowering benefits by less than the reduction in costs. Exchange and Transactions Exchange, the core of marketing, involves obtaining a desired product from someone by offering something in return. For exchange potential to exist, five conditions must be satisfied: There are at least two parties. Each party has something that might be of value to the other party. Each party is capable of communication and delivery. Each party is free to accept or reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party. Whether exchange actually takes place depends upon whether the two parties can agree on terms that will leave them both better off (or at least not worse off) than before. Exchange is a value-creating process because it normally leaves both parties better off. Marketing Mix Marketers use numerous tools to elicit the desired responses from their target markets. These tools constitute a marketing mix. Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. McCarthy classified these tools into four broad groups that he called the four Ps of marketing: Product, Price, Place, and Promotion. Robert Lauterborn suggested that the sellers four Ps correspond to the customers four Cs. Winning companies are those that meet customer needs economically and conveniently and with effective communication. Marketing Philosophies and Concepts There are five competing concepts under which organizations conduct marketing activities: produc- tion concept, product concept, selling concept, marketing concept, and societal mar- keting concept. The Production Concept The production concept, one of the oldest in business, holds that consumers prefer products that are widely available and inexpensive. Managers of production-oriented businesses concentrate on achieving high production efficiency, low costs, and mass distribution. This orientation makes sense in developing countries, where consumers are more interested in obtaining the product than in its features. It is also used when a company wants to expand the market. Texas Instruments is a leading exponent of this concept. It concentrates on building production volume and upgrading technology in order to bring costs down, leading to lower prices and expansion of the market. This orientation has also been a key strategy of many Japanese companies. The Product Concept Other businesses are guided by the product concept, which holds that consumers favor those products that offer the most quality, performance, or innovative features. Managers in these organizations focus on making superior products and improving them over time, assuming that buyers can appraise quality and performance. Product-oriented companies often design their products with little or no customer input, trusting that their engineers can design exceptional products. A General Motors executive said years ago: How can the public know what kind of car they want until they see what is availablefi GM today asks customers what they value in a car and includes marketing people in the very beginning stages of design. The Selling Concept The selling concept, another common business orientation, holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organizations products. The organization must, therefore, undertake an aggressive selling and promotion effort. This concept assumes that consumers must be coaxed into buying, so the company has a battery of selling and promotion tools to stimulate buying. The selling concept is practiced most aggressively with unsought goodsâ€â€goods that buyers normally do not think of buying, such as insurance and funeral plots. The selling concept is also practiced in the nonprofit area by fund-raisers, college admissions offices, and political parties. Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants. The Marketing Concept The marketing concept, in the mid-1950s, challenges the three business orientations we just discussed. The marketing concept holds that the key to achieving organizational goals consists of the company being more effective than its competitors in creating, delivering, and communicating customer value to its chosen target markets. The marketing concept focuses on the needs of the buyer. Marketing is preoccupied with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it. The marketing concept rests on four pillars: target market, customer needs, integrated marketing, and profitability. The marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, coordinates activities that affect customers, and produces profits by satisfying customers. The Societal Marketing Concept Some have questioned whether the marketing concept is an appropriate philosophy in an age of environmental deterioration, resource shortages, explosive population growth, world hunger and poverty, and neglected social services. Are companies that successfully satisfy consumer wants necessarily acting in the best, long-run interests of consumers and societyfi The marketing concept sidesteps the potential conflicts among consumer wants, consumer interests, and long-run societal welfare. Yet some firms and industries are criticized for satisfying consumer wants at societys expense. Such situations call for a new term that enlarges the marketing concept. We propose calling it the societal marketing concept, which holds that the organizations task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumers and the societys well-being. The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices. They must balance and juggle the often confiicting criteria of company profits, consumer want satisfaction, and public interest. Yet a number of companies have achieved notable sales and profit gains by adopting and practicing the societal marketing concept. Marketing vs. Selling Oftentimes, marketing and sales are perceived interchangeably. But in actuality, these are two different things. Selling is a small portion of the entire marketing scheme. Selling is the transaction where a product is transferred from the business owner to a buyer for a price. In contrast, marketing is a process that involves several steps ranging from the generation of a product idea to the delivery of that product to the customer. Even after delivery of the product to the customer, the marketing process continues with direct communication with the customer to obtain feedback about the product. Profits from satisfied customers Theodore Levitt of Harvard drew a perceptive contrast between the selling and marketing concepts: Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the sellers need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it. The marketing concept rests on four pillars: target market, customer needs, integrated marketing, and profitability. The selling concept takes an inside-out perspective. It starts with the factory, focuses on existing products, and calls for heavy selling and promoting to produce profitable sales. The marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, coordinates activities that affect customers, and produces profits by satisfying customers. CHAPTER 2 MARKETING ENVIRONMENT In order to correctly identify opportunities and monitor threats, the company must begin with a thorough understanding of the marketing environment in which the firm operates. The marketing environment consists of all the actors and forces outside marketing that affect the marketing managements ability to develop and maintain successful relationships with target customers. A companys marketing environment consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers Importance: The marketing environment offers both opportunities and threats Changes in the marketing environment often occur at a rapid pace. Marketers tend to be trend trackers and opportunity seekers. The company must use its marketing research and marketing intelligence systems to monitor the changing environment. A systematic scan of the environment helps marketers to revise and adapt marketing strategies to meet new challenges and opportunities in the market place. The marketing environment is made up of a micro environmental and macro environment. The Companys Microenvironment The micro environment consists of six forces (actors) close to the company that affect its ability to serve its customers: The company itself (including various internal departments) Suppliers. Marketing channel firms (intermediaries) Customer markets. Competitors. Publics. The Company The first actor is the company itself and the role it plays in the microenvironment. Top management is responsible for setting the companys mission, objectives, broad strategies, and policies. Marketing managers must make decisions within the parameters established by top management. Marketing managers must also work closely with other company departments. Areas such as finance, R D, purchasing, manufacturing, and accounting all produce better results when aligned by common objectives and goals. All departments must think consumer if the firm is to be successful. Suppliers Suppliers are firms and individuals that provide the resources needed by the company and its competitors to produce goods and services. They are an important link in the companys overall customer value delivery system. One consideration is to watch supply availability (such as supply shortages). Another point of concern is the monitoring of price trends of key inputs. Marketing Intermediaries Marketing intermediaries are firms that help the company to promote, sell, and distribute its goods to final buyers. Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. Resellers often perform important functions more cheaply than the company can perform itself. Seeking and working with resellers, however, is not easy because of the power that some demand and use. Physical distribution firms help the company to stock and move goods from their points of origin to their destinations. Examples would be warehouses (that store and protect goods before they move to the next destination). Marketing services agencies (such as marketing research firms, advertising agencies, media firms, etc.) help the company target and promote its products to the right markets. Financial intermediaries (such as banks, credit companies, insurance companies, etc.) help finance transactions and insure against risks associated with buying and selling goods. Customers The company must study its customer markets closely because each market has its own special characteristics. These markets normally include: Consumer markets (individuals and households that buy goods and services for personal consumption). Business markets (buy goods and services for further processing or for use in their production process). Reseller markets (buy goods and services in order to resell them at a profit). Government markets (agencies that buy goods and services in order to produce public services or transfer them to those that need them). International markets (buyers of all types, including governments, in foreign countries). Competitors Every company faces a wide range of competitors. A company must secure a strategic advantage over competitors to be successful in the marketplace. No single competitive strategy is best for all companies . Publics A public is any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives. A company should prepare a marketing plan for all of its major publics as well as its customer markets. Generally, publics can be identified as being: Financial publics. Media publics. Government publics. Citizen-action publics. Local publics. General public. Internal publics. The Companys Macroenvironment The macroenvironment consists of the larger societal forces that affect the microenvironment: Demographic. Economic. Natural. Technological. Political. Cultural The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company. Major forces in the companys macroenvironment include: Demographic Environment Demography is the study of human populations in terms of size, density, location, age, sex, race, occupation, and other statistics. It is of major interest to marketers because it involves people, and people make up markets. Demographic trends are constantly changing. Some of the more interesting trends are: The worlds population (though not all countries) rate is growing at an explosive rate that will soon exceed food supply and ability to adequately service the population. The greatest danger is in the poorest countries where poverty contributes to the difficulties. The most important trend is the changing age structure of the population. Generational marketing is possible, however, caution must be used to avoid generational alienation. Changing family structure Geographic shifts in population will also alter demographics. Changing educational level : In general, the population is becoming better educated. The work force is becoming more white-collar. Products such as books and education services appeal to groups following this trend. Technical skills (such as in computers) will be a must in the future. The final demographic trend is the increasing ethnic and racial diversity . Economic Environment The economic environment includes those factors that affect consumer buying power and spending patterns. Major economic trends include: Changes in incomeâ€â€personal consumption (along with personal debt) has gone up (1980s) and the 1990s brought recession that has caused adjustments both personally and corporately in this country. In the 2000s, consumers are more careful shoppers. Value marketing (trying to offer the consumer greater value for their dollar) is a very serious strategy in the 2000s. Real income is on the rise again but is being carefully guarded by a value-conscious consumer. Income distribution is still very skewed in the United States and all classes have not shared in prosperity. In addition, spending patterns show that food, housing, and transportation still account for the majority of consumer dollars. It is also of note that distribution of income has created a two-tiered market where there are those that are affluent and less affluent. Classes of consumers include: Upper classâ€â€spending patterns are not affected by current economic events and who are a major market for luxury goods. Middle classâ€â€somewhat careful about its spending but can still afford the good life some of the time. Working classâ€â€must stick close to the basics of food, clothing, and shelter and must try hard to save. Under classâ€â€(persons on welfare and many retirees) must count their pennies when making even the most basic purchases. Changing consumer spending patterns: Consider Engles Laws where differences were noted over a century ago by Ernst Engle regarding how people shift their spending across food, housing, transportation, health care, and other goods and service categories as family income rises. Spending patterns have generally supported his ideas. Marketers must carefully monitor economic changes so they will be able to prosper with the trend, not suffer from it. Natural Environment The natural environment involves natural resources that are needed as inputs by marketers or that are affected by marketing activities. During the past two decades environmental concerns have steadily grown. Some trend analysts labeled the 1990s as the Earth Decade, where protection of the natural environment became a major worldwide issue facing business and the public. Specific areas of concern were: Shortages of raw materials. Staples such as air, water, and wood products have been seriously damaged and non-renewable such as oil, coal, and various minerals have been seriously depleted during industrial expansion. Increased pollution is a worldwide problem. Industrial damage to the environment is very serious. Far-sighted companies are becoming environmentally friendly and are producing environmentally safe and recyclable or biodegradable goods. The public response to these companies is encouraging. Government intervention in natural resource management has caused environmental concerns to be more practical and necessary in business and industry. Leadership, not punishment, seems to be the best policy for long term results. Instead of opposing regulation, marketers should help develop solutions to the material and energy problems facing the world. Concern for the natural environment has spawned the so-called green movement. Environmentally sustainable strategies and practices are being created. Companies are recognizing a link between a healthy economy and a healthy ecology. Technological Environment The technological environment includes forces that create new technologies, creating new product and market opportunities. Technology is perhaps the most dramatic force shaping our destiny. New technologies create new markets and opportunities. Every new technology, however, replaces an older technology. The challenge is not only technical but also commercialâ€â€to make practical, affordable versions of products. Political Environment The political environment includes laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society. Business is regulated by various forms of legislation. Governments develop public policy to guide commerceâ€â€sets of laws and regulations limiting business for the good of society as a whole. Almost every marketing activity is subject to a wide range of laws and regulations. Some trends in the political environment include: Increasing legislation to: Protect companies from each other. Protecting consumers from unfair business practices. Protecting interests of society against unrestrained business behavior. Changing government agency enforcement. New laws and their enforcement will continue or increase. Increased emphasis on ethics and socially responsible actions. Socially responsible firms actively seek out ways to protect the long-run interests of their consumers and the environment. The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of ethics and social responsibility. The boom in e-commerce and Internet marketing has created a new set of social and ethical issues. Privacy issues are the primary concern. Another cyberspace concern is that of access by vulnerable or unauthorized groups. Cultural Environment The cultural environment is made up of institutions and other forces that affect societys basic values, perceptions, and behaviors. Certain cultural characteristics can affect marketing decision-making. Among the most dynamic cultural char- acterisitics are: Persistence of cultural values. Peoples core beliefs and values have a high degree of persistence. Core beliefs and values are passed on from parents to children and are reinforced by schools, churches, business, and government. Secondary beliefs and values are more open to change. Shifts in secondary cultural values. Because secondary cultural values and beliefs are open to change, marketers want to spot them and be able to capitalize on the change potential. The Yankelovich Monitor has identified eight major consumer themes: Paradox. Trust not. Go it alone. Smarts really count. No sacrifices. Stress hard to beat. Reciprocity is the way to go. Me 2. Societys major cultural views are expressed in: Peoples views of themselves. People vary in their emphasis on serving themselves versus serving others.. Peoples views of others. Observers have noted a shift from a me-society to a we-society. Consumers are spending more on products and services that will improve their lives rather than their image. Peoples views of organizations. People are willing to work for large organizations but expect them to become increasingly socially responsible. Many companies are linking themselves to worthwhile causes. Peoples views of society. This orientation influences consumption patterns. Buy American versus buying abroad is an issue that will continue into the next decade. Peoples view of nature. There is a growing trend toward peoples feeling of mastery over nature through technology and the belief that nature is bountiful. Nature, however, is finite. Love of nature and sports associated with nature are expected to be significant trends in the next several years. Peoples views of the universe. Studies of the origin of man, religion, and thought-provoking ad campaigns are on the rise. Spiritual individualism may be a new theme. Chapter 3 Marketing segmentation Market Segmentation It is the process of dividing a market into distinct group of buyers who have distinct needs, characteristics or behavior and who might require separate product or marketing mixes. Market segment A group of consumers who respond in a similar way to a given set of marketing efforts. For Example: In the car market, consumers who want the biggest, most comfortable car regardless of the price make up one market segment. Consumers who care mainly about price and operating economy make up another segment. Requirements of Market Segments In addition to having different needs, for segments to be practical they should be evaluated against the following criteria: Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified. Accessible: the segments must be reachable through communication and distribution channels. Substantial: the segments should be sufficiently large to justify the resources required to target them. Unique needs: to justify separate offerings, the segments must respond differently to the different marketing mixes. Durable: the segments should be relatively stable to minimize the cost of frequent changes. A good market segmentation will result in segment members that are internally homogenous and externally heterogeneous; that is, as similar as possible within the segment, and as different as possible between segments. Bases for Segmentation in Consumer Markets Consumer markets can be segmented on the following customer characteristics. Geographic Demographic Psychographic Behavioral Geographic Segmentation The following are some examples of geographic variables often used in segmentation. Region: by continent, country, state, or even neighborhood Size of metropolitan area: segmented according to size of population Population density: often classified as urban, suburban, or rural Climate: according to weather patterns common to certain geographic regions Demographic Segmentation Some demographic segmentation variables include: Age Gender Family size Family lifecycle Generation: baby-boomers, Generation X, etc. Income Occupation Education Ethnicity Nationality Religion Social class Many of these variables have standard categories for their values. For example, family lifecycle often is expressed as bachelor, married with no children (DINKS: Double Income, No Kids), full-nest, empty-nest, or solitary survivor. Some of these categories have several stages, for example, full-nest I, II, or III depending on the age of the c
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