Research About Differences in Grade Essay

Introduction The field of Information Technology is one of the most interesting courses of study. This is very evident in the growing number of students pursuing the field in our school, College of the Immaculate Conception (CIC). In our (the CIC community)commitment for excellence as stipulated in our vision and mission, the school administrators, faculty and staff are continuously seeking ways on how we can improve our programs, the content and delivery of instruction and most especially our students. We do such by attending fora, conducting various seminar/workshops/trainings, benchmarking with other schools, peer mentoring, pursuing graduate studies and eventually aspiring and working for a university status through an ongoing accreditation with PAASCU (Philippine Accrediting Association of Schools, Colleges and Universities). In the 4-year stint of offering the Bachelor of Science in Information Technology, often, we are able to have not less than three blocks every semester. As a private school competing with so many others within the province, we represent quite a volume in our enrolment. However, most often than not, most students do not earn impressive grades. Though they pass, their grades as evidences of their performance in their different subjects, are quite low. Despite of the effort and commitment of the faculty to adapt, implement, innovate strategies for facilitating learning, very few of our students make it to have high grades especially in major subjects. Among these subjects are Computer Organization, Database Management System and System Analysis and Design. This leads the researcher in making this term paper to seek an answer to the problem cited below. Statement of the Problem Considering the subjects mentioned above, this study aims to answer: Is there a significant difference on the performance of the students in these three major subjects? Significance of the Study This term paper is deemed important for the following groups of people in our academe: For the teachers. The result of this study will shed some light on different performance, if there is any, of our students in the subjects concerned thereby providing an opportunity for improvement. If there is such difference, the subject and the teacher handling it may provide some effective means that others may use. Moreover, this term paper may also bring forth some more ideas for us, teachers, to get to know more our students and therefore provide them with the necessary intervention for better scholastic achievement. For IT students in CIC. Students, whose grades are used in this paper, may be benefitted thru proper interventions that maybe drafted for them. For future takers of the subjects mentioned here, this may prepare them for the semester wherein they will take the subjects. For the researcher, herself. This term paper is the culmination of her struggle with Statistics. The success of this paper may lead to more papers where topics learned in this subject may be applied for the creation of new knowledge and for delivery of information. Quite an exciting future for the researcher, she believes. Scope and Delimitation This term paper entitled â€Å"Difference of Selected BSIT 3 Students’ Performance in Three Major Subjects: A Term Paper† is focused on finding the difference, if there is any, in three major subjects taken by BSIT 3 of the College of the Immaculate Conception last 1st Sem of School Year 2010-2011. The subjects concerned were Computer Organization, Database Management System and System Analysis and Design. Computer Organization, mostly theoretical in nature, deals with various hardware structures and their interaction with each other. Database Management System, on the other hand, aims to develop a skill in designing, creating and maintaining and/or manipulating a database using MySQL. Lastly, System Analysis and Design focuses on the rudiments of systems development through a feasibility study which is collaborative in nature. These are three different subjects taken by mostly the same students, inclusive of irregular students, under different teachers. This term paper is limited only for the three subjects. It is not concerned, in any way, how those subjects were delivered nor with each student’s intellectual capacity. Definition of Terms CIC. College of the Immaculate Conception CIC community. Refers to the CIC administration, faculty and staff. Programs. Refers to the different course offerings of CIC Blocks. Refers to each class of students consisting of, ideally, not more than 40 students. IT Subject. Refers to each subject offered in the Bachelor Science in Information Technology curriculum. Computer Organization. Refers to the IT subject that presents the various hardware structures (down to transistor level) that compose a computer, their individual functions, how they interact with each other, how they can be organized and controlled to perform the task assigned to the computer. Database Management System. Refers to an IT subject that tackles the following topics: the physical database design process (the last stage of database design), data administration functions, which encompass concurrency control, database security and recovery. System Analysis and Design. This It subject deals with the different phases of systems development focusing on analysis and design where students will learn the rudiments of systems development through a feasibility study. College. Refers to CIC. Methodology The methodology employed in this study is the simple analysis of variance (ANOVA) or one-way ANOVA. According to Prof Isidra Marcos (2011), a distinguished professor in the NEUST graduate school, ANOVA is used for testing that two or more independent samples were drawn from population as having the same mean or to test whether or not more than 2 samples (or groups) are significantly different from each other. Each column in this table refers in each subject. The first column is for Computer Organization, the second one is for Database Management System and lastly for the System Analysis and Design. The last row displays in each cell the number of grades in each column. For the first subject, 31 grades corresponding to 31 students were gathered. There were also 31 and 33 on the second and last columns respectively.

A home away from home

Fate simply got me here.. As thrilled as I was at the prospect of finally becoming a university student I was equally depressed for not knowing anybody, I was at a crossroads simply caught in the struggle of finding myself, flung who am I and who I want to be. It was a tough experience I won't Ill yet It was worth It and It still isle Every day Is a new adventure, a day simply never ends without learning something new, meeting a new friend, and coming a better version of myself.You know as a teenager all you are Is a reckless human being that's looking for themselves in this life and well, as for myself, I thought that finding myself would be by traveling to some other country and wandering freely. But I never thought that a university can show you what home truly means. Palestine, peace are all encompassed in my definition of â€Å"home† _ Describing the friends that I have made here are beyond words. Why did I relate this to home? Simply, because some friends are family and mine are truly that.Palestine is all about unity, and Bethlehem university is all about that. You see a Christian setting with a Muslim, studying, talking, laughing, making a lifetimes worth of friendships, and simply living In an atmosphere of both Christian and Muslim students without the judgment or racism because we are one and Palestine is unity and peace. Well, unity is what gets you to peace. What is peace if you have the slightest bits of hatred in your heart? I am a Muslim, but I honestly don't think this matters if you look at it from the concept of humanity.Whether you're Christian, Muslim, Jew or whatever is it that you believe in, it doesn't matter as long as you're a good one, a one with the resemblance of humanity. I'm from Hebrew and yes It takes time to get to university everyday and to get past all the flying checkpoints that you never know when they'll surprise you with, but it's worth the struggle every day. Being a Palestinian student under oppression Isn't easy at all, however I try my best as an Individual to get closer to peace and freedom. And for myself, the only way to get there is education.With education you can do anything you want. You can conquer the world if you set your mind to it. No one can deny what you did for the know I'm Just a student, but if you look at it from another point of view, trifles are what make a change. Life has much yet to give you, you Just got to be patient. For me Bethlehem University is how life is awarding me. It's my home, the place where I feel like myself, the place that I know is my first step to making a change and have myself leaving my footprints in this world. Bethlehem University truly is a place of opportunity. Mira Aimer

Human growth and developement 4 Essay Example | Topics and Well Written Essays - 250 words

Human growth and developement 4 - Essay Example My parents may be loving and supportive but when house rules are broken which includes curfew during weekdays (which is often broken) I am usually grounded. My parents may be smiling when they caught me making excuses but rules are rules and I am still grounded. I understand the reason why they do it and so I gladly accept it. 2. Discuss the ways in which social skills are affected both in the short-term and long-term by child maltreatment. Please feel free to give examples from your own observations in nursing and/or personal experiences. Children who experience maltreatment tend to be abusive with their relationships also. For them, abusive treatment of people is acceptable because they themselves have experienced it. Their emotion are not usually fully developed and they do not respond well to stressful situations. In extreme situations, they are likely to give in and being such, typically labeled as emotionally unstable. Gfroerer, Kelly P.; Kern, Roy M.; Curlette, William L.; White, JoAnna; JonynienÄâ€", Jolita (2011). Parenting  Style and Personality: Perceptions of Mothers, Fathers, and Adolescents.   Journal of Individual Psychology,  

Recruitment methods Coursework Example | Topics and Well Written Essays - 1000 words

Recruitment methods - Coursework Example They would believe that their chances of getting the said job are minimal since there are a number of other applicants also trying for the same vacancy. Hence these two reasons suggest how a firm should always avoid the discussion of generating large applicant pools for a firm and must never emphasize on bringing together so many people at the same time. Its policy should be such that it asks very few people to fight for the same vacancy and then select the very best in the end. 2) What implication exists for recruitment methods? The recruitment methods depend a great deal on how the organization views the entire discussion of recruitment and selection, and what kinds of measures are adopted by the firm to get in success with the tasks of the firm in the long run. The implications come in because the firm wants to know whether or not these recruitment methods would bring in the success that has been envisaged by the human resource management domains and the people who are at the back end of such measures (Nelson, 1997). They want to be 100 percent sure that all their steps within the aegis of recruitment methods are taken care of and that they are able to hire the very best at the end. Also the reason for these recruitment methods to be taken seriously by the organization lies in the fact that it can have a good say within the related industry as per its recruitment and selection methods, and thus be taken as an organization that is on the right footing all said and done. The implications for the recruitment methods raise quite a few questions about the legitimacy of an organization to adopt them and hence gain an understanding into the ways and means through which success could be achieved within such recruitment ranks. References Nelson, J., 1997. The Boundaryless Organization: Implications for Job Analysis, Recruitment, and Selection. Human Resource Planning,

Case Study Example | Topics and Well Written Essays - 750 words - 30

Case Study Example , Macomb believed that a change in the organizational structure will increase the performance of the business, the overall revenues while increasing the overall profitability (Burnard & Bhamra, 2011). Before Macomb’s entry into the firm, it had 36 apparel brands with five different apparel divisions. This, according to Macomb created a culture of complexity and increased the operational cost of the firm. To reduce the high expenditures associated with the operation costs, Macomb streamlined the company and reduced the number of departments from five to two. The apparel brands were also reduced from 36 to 20, with the remaining 16 brands sold, licensed or closed down. Due to these actions, the operation costs and the duplications of roles by the different departments were reduced (Burnard & Bhamra, 2011). By introducing the new changes, Macomb intended to increase the focus to the few remaining departments and create clarity in their operations and purpose. By having two well-structured departments, he hoped to eliminate duplication among the departments that previously existed. Before these changes were, the five departments operated autonomously, with each responsible for independent marketing, research and product designs (Stare, 2011). However, the reduction of the divisions to direct and partnered brand divisions eliminated this duplication and reduced the overall operating costs. These new changes invigorated the company and provided it with the previously unavailable impetus and focus. By having strong and independent divisions to manage the 20 apparel designs, the challenge of role duplication and high operation cost was eliminated. These changes have been attributed to the massive growth in capital and profit that the company has witnessed in the recent past (Andrea, 2012). To illuminate the changes that have been witnessed in the company since these changes were introduced, Liz Claiborne introduced a plan to change its name. This demonstrated its

Thin Layer Chromatography of lipids Assignment Example | Topics and Well Written Essays - 250 words

Thin Layer Chromatography of lipids - Assignment Example The material will dissolve in the solvent and move up the solvent front. (a) A Rf of 1 implies that the compound moved the same distance as the hexane solvent. Therefore, the analyzed compound was highly non-polar because it travelled the same distance as hexane, which is a non-polar solvent. (b) Ethyl acetate is a polar solvent. Mixing it with hexane will reduce the hydrophobic nature of hexane (Nollet & Toldra, 2012). Consequently, the Rf value of the same compound will reduce since it will not fully dissolve in the mixture of hexane and ethyl acetate. The TLC system for phospholipase D reaction will include the enzyme itself, phosphatidylcholine and ethyl acetate as the polar solvent. Phospholipase D will hydrolyze the phosphatidylcholine to phosphatidic acid and choline. Choline is more polar compared to phosphatidic acid; hence, it will move further than the acid. Molybdenum spray will be used to monitor the movement of the separated material. At 2 minute, there is little hydrolysis, which then increases to the sixth minute. Standard phosphatidic will be used as a control in the

Decision-making process in nursing base on scenario. Initial Essay

Decision-making process in nursing base on scenario. Initial presentation of patient and diagnostic fase - Essay Example 2005). When making choices, nurses are obliged to take due care and ensure they discharge their duties in accordance with their professional training and expertise. This experience may have been acquired from work practice or from training (Royal College of Nursing, 2006, p.17). To attain a high degree of joint understanding between the patients, relatives and practitioners, the medical practitioners should establish Ð ° training program to ensure that all the stakeholders are made aware of the prevailing circumstances and the possible consequences of the action taken by the health care practitioners. The healthcare providers must exercise their professional ethics to ensure they act in good faith and in the interests of the patients (Royal College of Nursing, 2006, p.22). The nurses should first assess the problem and then seek for solutions to the emerging issues during the assessment process. The alternative chosen should promise the best outcome and should be as effective as pos sible. The medical practitioner decisions are however influenced by their expertise, the available medical facilities, and the level of acceptance of the consequences of the outcome of the decision taken, as well as willingness of the patient and the relatives to acknowledge those consequences. The nurses have a duty to assess the situation at hand and make decisions concerning the treatment that can be given to the patient. In this case, the patient who is an elderly woman and has a wound on her left limb undergoes many challenges which affect her life in many ways such as inability to move from one place to another (Royal College of Nursing, 2006, p.35). She cannot work for her daily bread since she is unable to move around. She also undergoes a lot of stress because she cannot interact with other people in the society (Jones, 2005). The first thing the nurse has to consider when examining the patient is the family background because this could give them a clue as to what may have caused the wound. Some of the problems are inherited genetically. In case the problem has ever affected one or more of the family members, the medical practitioner can get an avenue for making a conclusion regarding the patient’s condition. Also, patients’ background is likely to point out a situation in the patient’s life which may have contributed to the problem (Lewenson, and Truglio-Londrigan, 2008, p.143). These could include previous surgery wounds which may have resulted in complications for various reasons such as bone fracture during surgery or inflammations sustained during the operation process. The patient has been in this condition for a period of four weeks. Before the practitioners can make a decision regarding the patient’s condition, they should first get information from the patient because this will assist them in making the choice (Royal College of Nursing, 2006, p.26). According to the past records, this patient had similar problem t hree years before its recurrence, and the condition was cured by compression bandaging. The nurses can use this information to interpret the condition which may be affecting the patient. For example the venous ulcers could be treated though compression bandage unlike other types of ulcers such as those caused by depression of diabetes. The health care providers should also carry out physical assessment of the patient. They should examine the skin and the wound

Financial Reporting. Company assigned - Informa Coursework

Financial Reporting. Company assigned - Informa - Coursework Example International accounting standards are the principles and the legislations and regulations implied by the local governments are the rules that needs to be followed and thus the symmetry of reporting around the world depends upon the adoption of the accounting standards in the regulations. Financial reporting are the highest regulated activity of business but due to the regulatory differences as to the extent of adoption of accounting standards the laxities provided in the reporting standards high profile corporates collapse, although the regulations in the financial reporting but there is much room available for development as due to the modern business techniques the regulations of financial reporting should be regulated accordingly besides the fact that the reporting base provided in the accounting standards are strong enough to maintain reporting symmetry. Standard Setting The international accounting standards are made in order to harmonize the financial reporting around the glob e in order to facilitate the user so the comparisons can be done. There are several bodies involved in the standard setting and their implication. International Accounting Standard Board is the main body where the standards formed and issued and in United States the American institute of CPAs. Exposure draft is issued based upon the issue arising in the financial reporting and the comments are taken upon the arose issue so responses from the different sectors of the businesses around the world can be taken and considered in order to get the involvement from different perspectives. The exposure draft is issued for a limited period and then it is considered by the experts and amended as per the needs and suggestions made by the experts around the globe. After the finalization of the exposure draft the accounting standard is formed and issued. After the issuance of the accounting standard the standard interpretation committee issues the interpretation regarding the accounting the stand ards and how the accounting standard deals with the different aspects of financial reporting. Whereas in United States the USGAAPs are issued to coincide with the international accounting standards so as to satisfy the uniformity in the accounting treatments around the globe. The accounting standards formed are based upon same basic concept and there is much less chances of conflict between the accounting standards and same is the case with the USGAAPs. However the two major bodies of setting accounting standards cannot implement the accounting implication around the world as the accounting standards are modified around the world varying country to country as per their legal requirement. The basis of accounting treatments is same but mostly the calculation and presentation is different so as to comfort the local reporting requirements. This brings the differentiation in the financial reporting as the reporting requirements in each country are not same. Thus the regulations in the re porting standards must be made strong enough so as to follow the required procedure in financial reporting and minimize the differences interstates so as to affirm the harmonization in the accounting treatments. Where the conflict between the accounting standard and local regulation arise the prevailing treatment is done as per the

Workforce diversity and HR Coursework Example | Topics and Well Written Essays - 1250 words

Workforce diversity and HR - Coursework Example An overview of LOCOG indicates that it is a temporary organization established in 2005 for the ultimate aim of delivering the most challenging international project to the standards required by the International Olympic Committee through the defined time frame culminating on the 27th of July, 2012. Due to the disclosed need to live up to the worldwide expectations associated with the global brand of the Olympics, as host organization, LOCOG is expected to present a compendium detailing the importance of managing workforce diversity. Likewise, as HR Manager of LOCOG, one is tasked with presenting ways by which HR can significantly contribute towards the organization’s broader objective of diversity. Therefore, the current discourse used three specifically identified articles written by Shen, Chanda, D’Netto, and Monga (2009); McCuiston, Wooldrige, and Pierce (2004); as well as Mannix and Neale (2005) to present the crucial information supporting the need to manage divers ity at LOCOG and to identify specific means by which HR can contribute towards the organization’s broader objective of adhering and complying with maintaining a diversified workforce. The compendium would initially present a brief definition of terms, specifically on ‘diversity† as seen from various authors’ perspectives. Then, the importance of workforce diversity would be expounded; prior to delving into HR’s contribution to LOCOG’s diversity goals. Definition of Terms To ensure that LOCOG’s management would be accurately informed on the crucial concepts, theories and applications on workforce diversity, it is pertinent that a definition of the term ‘diversity’ be presented and expounded. According to Mannix and Neale (2005), the authors agreed on using the definition cited by Williams and O’Reilly (1998), to wit: â€Å"any attribute that another person may use to detect individual differences’’ (p. 81). On the other hand, Shen, Chanda, D’Netto and Monga (2009) emphasized clearly that â€Å"workforce diversity acknowledges the reality that people differ in many ways, visible or invisible, mainly age, gender, marital status, social status, disability, sexual orientation, religion, personality, ethnicity and culture (Kossek, Lobel and Brown 2005)† (p. 235). Diversity therefore manifests and accepts disparities in cultural orientation seen to be a crucial factor in the successful performance of various contemporary organizations. In the situation of LOCOG, since the organization would be directly and closely involved in interacting and governing peoples all over the world, it is imperative that managing diversity within their workforce would embody the organization’s ideals and philosophies and form an integral part of their value system. Importance of Workforce Diversity The importance in managing workforce diversity has been greatly illumined by Shen, et.al. (2009) as it focuses not so much on â€Å"accepting that individuals are different but creating an atmosphere of inclusion and making a commitment to valuing diversity† (p. 236). From a review of related literature, Shen, et.al. (2009) cited the following benefits and advantages of supporting a diverse workforce, as summarized below: Provides opportunities of improving the quality of decision making through innovative ideas and offering superior solutions to problems (Australian Centre for International Business (ACIB), 2000; Mannix and Neale 2005). Provides a â€Å"better-quality solution to brainstorming tasks, displays more cooperative behavior, relative to homogenous groups, and can raise organizational efficiency, effectiveness and profitability†

Of Mice and Men - Importance of Dreams Essay Example for Free

Of Mice and Men Importance of Dreams Essay Dreams are an ingrained part of our lives, and those who strive to achieve them show extraordinary devotion and resolve. The allure of a brighter future, of a better life, can both benefit and harm, as John Steinbecks Of Mice and Men illustrates. Living in a time of pain and loss, the characters in the novella cling to their dreams. However, these dreams are beyond attainment, of no importance for accomplishment, and bring them nothing but regret. This essay will demonstrate how hopes and dreams are unimportant for success and happiness, as they are unachievable and bring only pain. Firstly, the pursuit of dreams is futile, as they cannot be achieved. The dream that the two protagonists, George and Lennie, harbour recurs throughout the novel. Their dream is to one day own their own property and to become self-sufficient, and the realization of this dream becomes more likely as the novel nears its climax. However, the dream shatters with the death of Lennie, devastating George, as George cannot envisage the dream without Lennie. The dreams of the other characters, such as Candy and Crooks, are also shown to be beyond realization. Candy, knowing that he is soon to outlive his usefulness, hopes that he can come and live with George and Lennie and to have the freedom to work or rest as he pleases. However, this also is broken when Lennie dies. The black stable-hand Crooks is the only character that clearly understands the futility of dreams. I seen hundreds of men come by on the road an on the ranches. . . every damn one of ems got a little piece of land in his head. An never a God damn one of em ever gets it. Just like heaven Nobody never gets to heaven, and nobody gets no land.(Crooks, Chapter 4) Crooks dreams of being equal to the other workers, but he understands that he is not considered equal. He briefly joins the dream that George and Lennie have, but withdraws his offer to help on the farm when he accepts that dreams are not possible: the freedom and happiness that they wish for is not found in the world they live in. The impossibility of achieving dreams makes them unimportant; they remain unfulfilled, leaving the holder with nothing. Secondly, when unfulfilled, dreams cause regret and misery. The unfulfilled dream of Curleys wifes has left her discontent, and she lives a lonely life with her inattentive husband. Her dream was to escape from her oppressive mother and become an actor. A show come through, an I met one of the actors. He says I could go with the show. But my ol lady wouldn let meIf Id went, I wouldnt be livin like this, you bet.' (Curleys wife, Chapter 5) Because of her mother, Curleys wife was never able to achieve her dream, just like the other characters, leaving her only with the knowledge that she could have had a better life. Her attitude and manner around the ranch evidences this. Her bitterness and attempts to draw attention from the other men, simply so she can have some companionship, are clear indicators of her dissatisfaction and loneliness. Curleys wife is an example of dreams leaving the holder with regret when unfulfilled, and of how they are not important for success. Lastly, without dreams, people can still be successful and satisfied. The ranchs skinner, Slim, is described as a highly skilled and content man, and as the prince of the ranch. He moved with a majesty only achieved by royalty and master craftsmen his authority was so great that his word was taken on any subject, be it politics or love. (Chapter 2, Of Mice and Men) However, while the other characters have dreams, Slim appears to have none. He never mentions any of his own, but rather supports others with theirs. It is demonstrated that he does not want anything outside of what he has, and that he has not created any plans. Whether it is because he, like Crooks, understands the futility of dreams, or because he is simply satisfied with his place in life, Slim does not possess them, and despite of this, he has the highest status among the workers. He stands as the primary example of how dreams are not required for somebody to be successful. In conclusion, it can be seen that dreams are not important. Not only do dreams leave those who keep them with unhappiness, such as with Curleys wife, but they also cannot be achieved due to the cruel nature of fate, leaving them unfulfilled. These dreams, whether they are fulfilled or not, are shown to be unnecessary for contentment, as evidenced by Slim, the most successful worker. Ultimately, the nature of dreams is best illustrated by the poem from which the novel draws its name. The best laid schemes o mice an men Gang aft agley, An leae us nought but grief an pain For promisd joy. (Robert Burns, To a Mouse) As it has been shown, dreams are not important; they are beyond reach, offer nothing, and bring only unhappiness to those who keep them, whether they are accomplished or not.

Decision Making Process

Decision Making Process 1.0 INTRODUCTION: Globalism is the term that being mentioned everywhere in the field of business at present. Thus, due to lots of new developments and emerging techniques are introduced in the organizations very rapidly, creates a number of problems in the field of management. The problem solving and decision-making process begins when recognizing the problem, experiencing pressure to act on it, and the resources to resolve the problem. This can be done only by a manager, whose key roles are solving problems and making decisions. He must recognize problems, make a decision, initiate an action, and evaluate the results. It is difficult to make good decisions without good planning. Generally, a problem can be solved by thinking about the issue and making logical decisions. These are mostly assumptions that can predict the decisions that are being formulated as a result of the problems. This can also be given as rational thinking of the organizational problem solving strategy can be benefited by a positi ve result. 2.0 WHAT IS RATIONALITY? Rationality is related to the idea of reason, referring to thinking that gives an account or an explanation. Rationality and reason are the key methods used to analyze the data gathered through systematically gathered observations. It also gives the success of goal attainment. Rationality is equated with behavior that is self-interested to the point of being selfish. Whereas, irrationality refers to talking or acting without regard to rationality. Peoples actual interests differ from what they believe to be their interests. Mechanisms that have evolved to give optimal behavior in normal conditions lead to irrational behavior in abnormal conditions. Thus, rational behavior in an organization is nothing but having sound judgment and practical implementation. There are 2 types of rationality that are existed. They are: Mathematical Rationality Functional Rationality 2.1 Mathematical rationality: Mathematics can be used to formulate objective knowledge. The mathematical formulation enables us to express the knowledge of reality with a maximum degree of objectivity. There are number of possible conceptions of mathematics, it is open to the risk of choosing different hypotheses, a risk which is technically called undesirability. 2.2 Functional rationality: Functional rationality prevails in an organization of human activities in which the thought, knowledge, and reflection of the participants are virtually unnecessary; men become part of a mechanical process in which each is assigned a functional position and role. What they forfeit in creativity and initiative is gained by the organization as a whole and contributes, presumably, to its greater efficiency. Bureaucratic organizations strive for maximum functional rationality. 2.3 SCIENTIFIC RATIONALITY: The history of science constitutes the evident for the concept of rationality. A good theory of rationality must fit the history of science. A methodology for scientific rationality is a theory of rationality, it tells us what is rational and what is not in specific cases. Always accept the theory with the greatest degree of confirmation. 3.0 ADVANTAGES OF RATIONALITY: Thinking rationally means thinking logically. Rational thoughts will be always right and true. Its a sole source of knowledge. Rational thinking gives confidence. It helps to make decisions. Rational decision making is good for incremental, linear causality. Can solve problems incase of critical situations. Gives independent thinking and meaningful orientation. There is a traditional ingrained habituation. It avoids a value-laden assessment. It ultimately leads to self-awareness. 4.0 LIMITATIONS TO RATIONALITY: The incompleteness of formal logical systems can be an incontrovertible truth. An arithmetical statement is true but not provable in the theory. Any theory capable of expressing elementary arithmetic cannot be both consistent and complete. Rationality is arbitrary, subjective and incapable of describing something completely. Rational approach will always fail eventually. It evaluates uncertainty. 5.0 APPLICATIONS OF RATIONALITY: There are different applications of rationality. They can be classified into normative and positive forms of applications. They are: The firm acts rationally and this is to predict behavior. For example the firm makes decisions according to options that can predict the behavior of the firm. The firm will be a better off if it makes its decision following a rule derived from rational analysis. For example using an options formula will improve a firms capital allocation. The user must verify that the environment fits the assumptions of the model. For example, the assumptions made in mathematics model derivations should be true of the strategic context. Instead of presenting a mathematical model, the general implications of a theory can be taken and applied without working out mathematics. These applications run the real risk that the assumptions of the model are not checked for their fit with the real world. 6.0 PROBLEM SOLVING: Problem solving forms part of thinking, the most complex of all intellectual functions. Problem Solving has been defined as higher-order cognitive process that requires the modulation and control of more routine or fundamental skills. It occurs if an artificial intelligence system does not know how to proceed from a given state to a desired goal state. It is part of the larger problem process that includes problem finding and problem shaping. The problem-solving process operates under awareness versus outside of awareness, and typically employs mathematically well-defined computerized systems. Problem-solving often involves decision-making, and decision-making is especially important for management and leadership. There are many approaches to problem solving, depending on the nature of the problem and the people involved in the problem. The more traditional, rational approach is typically used and involves. There are many techniques for problem-solving. They are: Challenge your assumptions Lateral thinking Divide and conquer Hill-climbing strategy Trail and error Brainstorming Morphological analysis Hypothesis testing Root-cause analysis Break big problems down Ask three people Write down the problem Change your perspective Generalization and specialization Working backwards These techniques can be applied to an organization by using certain tools. They are: Extracting maximum information from facts Appreciation Understanding problems in detail Drill-Down Identifying possible causes of problems Cause Effect Diagrams Understanding how a process works Flow Charts Understanding the way factors affect one-another Systems Diagrams Analyzing Strengths, Weaknesses, Opportunities and Threats SWOT Analysis Making Cash Flow Forecasts with Spreadsheets Methods of Risk Analysis Understanding where the power lies Porters Five Forces Understanding the big picture PEST Analysis Identifying what really matters to customers Value Chains Find your competitive edge with USP Analysis For example, taking my own organizational experience (I-Tech Ppl Staffing Solution, Chennai, India) we had certain issues relating to location change in our organization where we used some techniques like morphological analysis, etc. we also used certain tools in relation to the problem solving technique i.e. SWOT Analysis and PEST Analysis for solving our organizational problems. 7.0 DECISION-MAKING: Decision making can be regarded as an outcome of mental processes (cognitive process) leading to the selection of a course of action among several alternatives. Every decision making process produces a final choice. The output can be an action or an opinion. Human performance in decision making terms has been subject of active research from several perspectives. From a psychological perspective, it is necessary to examine individual decisions in the context of a set of needs, references an individual has and values he/she seeks. From a cognitive perspective, the decision making process must be regarded as a continuous process integrated in the interaction with the environment. From a normative perspective, the analysis of individual decisions is concerned with the logic of decision making and rationality. The decision-making process can be explained by two different models. They are: Garbage Can Model Carnegie Model GARBAGE CAN MODEL: The Garbage Can Model of organizational choice was formulated by Cohen, March and Oslen. The Garbage Can Model deals with the pattern or flow of multiple decisions within organization. It was developed to explain the pattern of decision-making in organizations that experience extremely high uncertainty. It was developed in reference to ambiguous behaviors, i.e. explanations/interpretations of behaviors which at least appear to contradict classical theory. The Garbage Can Model was greatly influenced by the realization that extreme cases of aggregate uncertainty in decision environments would trigger behavioral responses which, at least from a distance, appear irrational or at least not in compliance with the total/global rationality of economic man†. An organized Anarchy can be caused by three characteristics: Problematic Preferences Unclear, poorly understood technology Turnover The theoretical breakthrough of the Garbage Can Model is that it disconnects problems, solutions and decision makers from each other, unlike traditional decision theory. Specific decisions do not follow an orderly process from problem to solution, but are outcomes of several relatively independent streams of events within the organization. THE STREAMS OF EVENTS: PROBLEMS Problems require attention, they are the result of performance gaps or the inability to predict the future. Thus, problems may originate inside or outside the organization. Traditionally, it has been assumed that problems trigger decision processes; if they are sufficiently grave, this may happen. Usually, however, organization man goes through the garbage and looks for a suitable fix, called a solution. SOLUTIONS They have a life of their own. They are distinct from problems which they might be called on to solve. Solutions are answers looking for a question. Participants may have ideas for solutions; they may be attracted to specific solutions and volunteer to play the advocate. Only trivial solutions do not require advocacy and preparations. Significant solutions have to be prepared without knowledge of the problems they might have to solve. CHOICE OPPORTUNITIES There are occasions when organizations are expected to produce behavior that can be called a decision. Just like politicians cherish photo opportunities, organization man needs occasional decision opportunities for reasons unrelated to the decision itself. PARTICIPANTS They come and go; participation varies between problems and solutions. Participation may vary depending on the other time demands of participants. Participants may have favorite problems or favorite solutions which they carry around with them. The organizational decision making generally takes on a random quality. When a problem arises a solution can be proposed by the participants. Equal opportunities should be given to all the staffs in an organization. For example, considering my own organizational experience, our organization was suffering from poor training process. Our Manager was welcoming some volunteers to give some good suggestions to improve the process of training process. Thus, I and my colleagues worked on this by gathering information from many sources. We conducted a survey in many big organizations about the training methods that are being followed by them. Then, finally we ended up by giving certain logical ideas as well which formed to be the good solution for the training methods. Thus, rational thinking is important for solving any kind of problem in an organization. Equal opportunities were given to all the employees in our organization. Thus, the problem was solved using the kind of Garbage Can Model. PROBLEMS CHOICE OF OPPORTUNITIES MANAGEMENT PARTICIPANT SOLUTION Fig. 1.0 represents the Garbage Can Model of decision-making. Source: Self CARNEGIE MODEL: The Carnegie model was formulated by Richard Cyert, James March and Herbert Simon. This helped to formulate the bounded rational approach to individual decision making that can provide new insights about organizational decisions. An organizational decision-making involves coalition choice made by the mangers. It means the relationship among the managers who take decisions about organizational goals and problems. The organizational goals are mostly unstructured and contradictory. The mangers can be rational but function with human cognitive limitations. The coalition process has several steps starting with satisfactory decision that can be suggested for the performance to achieve goals. Continued by an immediate environment for resolving a problem can be suggested by some managers. Finally, for identifying the exact problem identification stage of decision making can be done by discussion and bargaining. Coalition forms to be the major part of organizational decision making process. Thus, the solution should be quick, simple and cost-effective. For example, we can consider fire security measures, which help to solve the problem initially by creating an environment suitable for solving the problem. They also get prepared with the pre-requisites needed to solve the problem satisfactorily. This method does not need a discussion or bargaining as the steps are taken immediately once the problem is been observed or indentified. These two models can be used to solve the problem of decision-making in an organization. But certain methodology has to be followed for making a decision successfully. The best method is Systems Intervention Strategy. 8.0 SYSTEMS INTERVENTION STRATEGY [SIS]: Its a family of ‘systems approaches based on systems ideas. To move from a completely unstructured problem situation to a situation in which viable options can be modeled and comprehensively evaluated before successful implementation, which can be done by SIS. We can integrate SIS into Systems thinking Personal mastery Knowledge of mental models Building shared vision Team leading There are three overlapping phases of SIS. They are: 8.1 DIAGNOSIS: Initially, the problem should be identified and analyzed. This can help to change problems, develop a perspective and spell out the purposes of change. The diagnosis process initially starts with ‘entry by recognizing the change. This is followed by description process that gives the structure and other views on the change. The objectives and the constraints are identified that helps to formulate measures for the objectives. 8.2 DESIGN: Different methods are suggested to solve the problems and new methods are explored. A range of options can be generated and the models can be selected accordingly. 8.3 IMPLEMENTATION: The change can be carried out by developing the tactics for bringing out the desired change. These options are evaluated against the measures by designing the implementation strategy by carrying through the planned changes. DIAGNOSIS IMPLEMENTATION DESIGN Fig. 2.0 represents the three overlapping phases of SIS. Source: For example, taking my organizational experience where we had the problem of completing the projects on time. Thus, our manager first recognized the root-cause for delayed project completion. Then the reason was analyzed by getting other employees point of view by arranging for some special meetings to resolve the issue. He also conducted some surveys to find proper measure for the problem. Logical thinking and rationalistic view can give a right solution for the problem solving in the organization which was done by our manager. Then, the proper measures like giving incentives, improved employee facilitation will be given to the employees who finish their job on-time, were been formulated by him. He also had different options like improving the pantry facilities, parking facilities and other dress-code were been suggested to us. Where we were allowed to choose the best option that can be exhibited completely. Then finally, the results were evaluated and they are implemented. This was then carried out successfully in our organization. 9.0 CONCLUSION: Any kind of organizational problems can be solved by rational thinking and strategical planning. This can also be supplemented with certain types of model or theory implementation. Analyzing and identifying the root-cause of the problem helps in clear decision-making. Thus, proper detection of the problem paves way for proper solution for that problem in an organization.

Metamorphosis :: essays research papers

The Metamorphosis   Ã‚  Ã‚  Ã‚  Ã‚  Members of a family are often affected when something suddenly changes. Family relationships and special bonds can be changed and sometimes even broken. The attitudes of family members may be altered around the sudden change. In Franz Kafka’s The Metamorphosis, a family’s bond is broken apart by a sudden change in Gregor Samsa. The author deals with changes in Gregor and within the whole family.   Ã‚  Ã‚  Ã‚  Ã‚  The family’s attitude changes throughout the book. Gregor’s sister, Grete, showed the largest change in attitude. In the beginning she felt sorry for her unfortunate brother and she continued to show that she still cared about him. She took care of him and fed him when no one else seemed to care. After seeing her “changed'; brother for the first time and being frightened by his appearance, “she lost control of herself and slammed the door shut again';. Grete still cared for her brother even though he had changed. Grete feeling sorry for Gregor, brought him an assortment of foods, to find out which ones he liked. She also wanted to help him out by removing the furniture from his bedroom so he could have more room to crawl around. Eventually, Grete began to feel annoyed and disgusted by the presence of her brother. By not caring anymore, she no longer fed nor acknowledged her brother. Grete was the first to announce that the family needed to get rid of Gregor. After his death she was content to go on with the rest of her life, with out the burden of her brother.   Ã‚  Ã‚  Ã‚  Ã‚  Gregor’s mother had a very similar attitude towards the change in Gregor. When she first saw him she had great sorrow. In the beginning, she refused to give up hope that Gregor would someday be normal again. She showed her feelings by disagreeing with Grete when she wanted to remove his furniture. She wanted the room untouched, so that when Gregor came back it would be exactly the same and he could easily forget the whole thing. As her attitudes changed in the end, she too became irritated by Gregor.   Ã‚  Ã‚  Ã‚  Ã‚  Gregor’s father had the hardest time accepting Gregor. His attitude towards him changed the quickest. He wanted to drive Gregor back into his room the minute he saw him. His father harshly chased him back to his room with a cane. His father injured his leg by shoving him through his tight door way. When Mr. Samsa found out that Gregor had left his room while he was out, he attempted to kill him. All in all it was the wound his

School Views :: essays research papers

Students in America need a good education to keep our economy strong, and school is the best place to get it. Whether someone attends a private, public, or home school, they're all going to get an education, and that is what is important. However, there are certain factors that can detract from a student's ability to learn and perform in school. An overemphasis on sports is one of these. I know this is a tired subject and should have been buried long ago, but I cannot help but mention it. Some schools have a tendency to play favorites with big sports stars. While everyone sees this as wrong, everyone also does it. Whether or not it is a conscious decision is another matter altogether. But it always seems that some students get the short end of the stick in certain areas (schoolwork, disciple, etc.) while others are given break after lucky break. Do the athletes (or whoever the favored group may be, as is the case) deserve this? By participating in some activity, are the suddenly more valuable as a person? No. But the fact of the matter is, this has been going on and will likely continue until the next Ice Age. The only thing students can do is to try and point out the inequalities and force administrators and teachers to be a little fairer in their application of the school rules. However, this is not the only barrier students must face in their daily struggles to learn. Apathetic students and teachers present a considerable barrier. The only course of action here is to work around the problem students and teachers, and try and learn as much as possible. If a teacher cannot adequately teach their subject, help from other teachers in the same area or other students might be needed. If a teacher refuses to teach their subject, go and talk to your principal. No student should be forced to try and learn without the guidance of a teacher. But the barrier that takes the proverbial cake is administrators acting like gods upon their high thrones and lording their power over students. Students cannot be expected to learn where ideas are not freely discussed, nor is freedom of thought allowed. I can recall when a principal at my school once told teachers, "You are not to discuss the Columbine incident AT ALL." Keeping students ignorant and sheltered from the world is a disastrous course of action.

Blue Hotel :: essays research papers

The Blue Hotel Steven Crane is not one of the most liked authors in the world. He tends to become to engulfed in the scenery around the action that is taking place rather than the action itself. When watching the movie, cannot experience this description since it is given to them. Details are very important for the readers because if the reader cannot see the same thing that the writer sees then the reader might lose interest in the story. In the story â€Å"The Blue Hotel,† Crane uses his excellent setting and character description along with the physical, emotional, and intellectual responses of people under extreme pressure and the betrayal and guilt he shows between the characters to help the reader better understand the story or poem. Crane shows these characteristics in almost everything he writes. In â€Å"The Blue Hotel,† Crane does an excellent job of describing the setting to you in every way possible. For example in the beginning of the story â€Å"The Blue Hotel,† he says â€Å"the hotel was painted a light blue, a shade that is on the legs of a kind of heron, causing the bird to declare its position against any background.† He does this type of depiction on every single thing he describes. Then in paragraph three he says, â€Å"A little Irishman wore a heavy fur cap squeezed tightly down on his head. It caused his two red ears to stick out stiffly, as if they were made of tin.† In the movie you are left with no dialogue and all you can do is witness what is being presented. In the end Crane even goes into an in depth description of the bitter cold snow outside. From his description the reader can imagine more chilling scenery than that one that can be created by Hollywood. Crane also does a good job of establishing his characters through one of his major themes; the physical, emotional, and intellectual responses of people under extreme pressure. Crane shows this in his characters to help the reader better understand what the character is going through. One example of this is when the Swede accuses Johnny of cheating in a card game. This offends Johnny and his emotional and physical reaction is to challenge the Swede to a fight. Crane stories consist of that moment when the characters confront the inescapable impasse of their situation, they are caught and boxed in by fate, and then nothing happens.

Beowulf: Sigemund Episode

Analysis of the Sigemund Episode Within Beowulf One of the best literary devices the author of Beowulf uses is the use of episodes and digressions. Each of these episodes and digressions tell another story apart from the main plot of Beowulf, but sets up an introduction to the main plot. One such episode, the Sigemund episode, tells of valiant King Sigemund who received glory and honor through his killing of the dragon and possession of the hoard. Sigemund became a noble and experienced king, only to be betrayed and brought to his downfall.Beowulf was much the same as Sigemund, and both were great examples of heroes. The Sigemund episode introduces a comparison to Beowulf, foreshadows Beowulf’s downfall, and parallels the irony of Beowulf’s shortcomings. As we see in the following lines: â€Å"Sigemund’s name was known everywhere. / He was utterly valiant and venturesome, / a fence round his fighters and flourished therefore† (897-898), the author introduc es Sigemund as an excellent comparison to Beowulf. The author uses the Sigemund episode to set up a better understanding of the character of Beowulf by describing a king much like himself.This allows the reader to understand the character of Beowulf and know what a noble and valiant character he was. The author presents Sigemund as a brave warrior who defeated the dragon, much like the victorious warrior that Beowulf was. And within the Sigemund episode, Heremod is introduced as a wicked king, an exact opposite of Sigemund and Beowulf. This allows the reader to compare the three kings, and promote Beowulf as a noble king such as Sigemund. Another purpose of the Sigemund episode within Beowulf is to foreshadow Beowulf’s defeat and downfall.Sigemund is a noble and mighty king, but is led to his defeat in the following lines: â€Å"†¦ The king was betrayed, ambushed in Jutland, overpowered / and done away with† (901-903). This defeat of Sigemund foreshadows Beowulfâ €™s defeat and death during the battle with the dragon. As Sigemund and Beowulf are both valiant kings, they both are led to their failure and death. This part of the Sigemund episode gives the reader a glimpse of what is to come for Beowulf in the rest of the poem. From this episode, the author uses irony that Beowulf will become a great and mighty king, but also will come face to face with his destruction.The author uses this irony to connect the characters of Sigemund and Beowulf. Not only does the Sigemund episode foreshadow the downfall of Beowulf, but it also sets up a choice that Beowulf has to make. Beowulf has to either chose to be like Sigemund, a courageous and noble king, or take the path of Heremod, an evil king. This gives the reader a sense of uncertainty of the choice Beowulf will make. As the reader, the choice that Beowulf will make is obvious, but this is a huge choice of character for Beowulf.It gives a chance for Beowulf to prove his character, and allows th e reader to understand the trustworthiness of Beowulf once he does chose to be a noble king. Among the various episodes and digressions within Beowulf, Sigemund’s episode sets up the best foreshadowing of Beowulf’s life. In all, Sigemund’s episode clues the reader in with what type of character Beowulf is. Sigemund is the perfect comparison to Beowulf, and this allows the reader to expect what is to come for Beowulf. Sigemund’s hymn apart from the main plot of Beowulf accomplished the task of introducing and setting up the destiny for Beowulf.

Ethics case study Essay

1) What are Joseph’s ethical problems? Joseph is faced with some ethical problems such as honesty, conflicts of interest, fairness and bribes. He found out that Carl and other employees were using (kickback) with their customers. Even if the Alcon’s hand book didn’t say anything about the kickback, but it include this statement† our company stands for the right thing at all time and giving our customers the best products for the best price† so Joseph and the employees known that the kickback is unethical and do not represent the company policy of doing the right thing for their customer because he known that kickback reduce fair completion, which eventually leads to reduced quality and increase prices for customers. 2) Assume that you are Joseph and discuss your options? Joseph should address the situation with Carl and the other employees to explain to them the ethical problem with the kickback, try to inform them that is not acceptable to continue in it and the problems that it can cause, if this didn’t work he directly should report this behavior to the president of the company because not reporting this can make him lose his job or faces criminal charges. 3) What other information do you feel you need before making your decision? Some the information that are needed to make decision are to know for how long this action is going on is it for long time or not .how they mange to hide this act form the manger of the company, try to understand how, why and when this act started. 4) Discuss in which business areas the ethical problems lie. There are many ethical problems in this situation for example: Abusive behavior which can be seen in the respond of Carl when Joseph converts him with the information that he found. Conflicts of interest which exist when individual must choose whether to advance his own interest; Joseph was facing this because he was afraid that if he repots this it will affect his wife new job. He also facing bribery ethical problem which in retune of his silent his wife will having the job. Fraud Joseph could be engaged in deceptive practices to advance his own interests. Also he will be lying and not honesty.

Marriage in a Man’s World

Marie de France’s epic poem â€Å"Lanval† is an outstanding work of satire that pokes fun at the societal norms of the author’s time, including government and the institution of marriage.   Though she never directly states it, de France paints marriage at the court level as a farce, a facade, and an arrangement of convenience rather than passion, love, or commitment. Marie de France wastes no time in laying the groundwork for the subtext of this poem.   Within the first few stanzas, as she paints a picture of the great and noble King Arthur, she manages to slide in a reference to King Arthur providing his Round Table members with wives as â€Å"gifts.†Ã‚   She mentions these gifts in the same breath as â€Å"lands,† which suggests the King views women as property and the institution of marriage as a kind of purchase agreement.   The art here is in the subtlety with which de France inserts this subversive idea into what seems like a simple description of a man’s virtues. The author reinforces her statement on marriage – specifically the sexist nature of marriage and relationships at the time – with the introduction of the mysterious, wealthy and beautiful maiden.   The maiden acts as a caricature of a male fantasy, approaching him out of nowhere with the offer of free love and devotion.   Only her physical and financial features are praised, and when Lanval agrees to her terms, she immediately allows him to sleep with her.   Lanval has found himself in the perfect situation – sex and wealth from a beautiful woman, and all he has to do is not acknowledge their relationship. It is not long before Lanval’s loyalty is put to the test and de France puts another nail in the coffin of marriage.   King Arthur’s wife, the Queen, apparently unconcerned with the fact that that she is married, offers herself to Lanval.   The author treats this as though a Queen coming on to a knight was common practice, even expected.   When Lanval denies her wish, the Queen is incensed; one gets the idea that she is no stranger to such an arrangement and not used to being turned down.   When Lanval professes his love for his fantasy maiden, he does so to disprove the Queen’s suggestion that he is homosexual. As one would expect, King Arthur is extremely angry when he finds out what has happened between Lanval and the Queen, though the version he hears is not the whole truth.   Arthur vows to bring the knight to justice in court, which is heavily swayed in the King’s favor.   However, when he brings the charges against Lanval he fails to mention that Lanval attempted to sleep with his wife.   Instead, he focuses on Lanval’s statement that his lover’s maidens were fairer than the Queen.   As it seems logical that King Arthur would be far more upset with the idea of Lanval sleeping with his wife than speaking these words, readers get the idea that perhaps King Arthur does not believe the Queen’s accusations.   Perhaps he knows and ignores the Queen’s unfaithful ways, and perhaps he is guilty of the same behavior. After a series of ridiculous happenings in which the male members of the court are nearly put into trances by a series of half naked maidens on horseback, Lanval’s beautiful maiden comes to his aid.   Upon witnessing her beauty, all side with Lanval immediately, King Arthur included.   By pardoning this man who has supposedly wronged the Queen, King Arthur gives insight into his priorities.   Since the mystery maiden is far more physically attractive and wealthy than the Queen had ever been, there was no way Lanval could have made such an advance on the Queen.   And even if he said the things he said, he spoke the truth.   In this comical twist by de France, the King is more than willing to put aside his honor and the honor of his wife for an attractive stranger. Marie de France makes her final comment on the male-female, love-marriage tradition with the image of Lanval leaping onto the back of the maiden’s horse and riding into the distance.   Clearly, de France is turning the typical boy-rescues-girl scenario upside down, and perhaps is suggesting that things in her time are out of hand and need some strong women to turn things around.

What Are the Three Levels at Which a Product Can Be Seen?

Assignment No. 9 Rome Business School Q1 What are the three levels at which a product can be seen? In response, use a concrete example of product. The product is defined as a â€Å"thing produced by labor or effort or the â€Å"result of an act or a process†and stems from the verb produce from the Latin ‘produce' which means to lead or bring forth'. The first economic use of the word was by Adam Smith, known as the father of modern economics. -Kotler et al (1989) For marketers, it is useful to divide the product into three main categories, being the Core Product ( Also known as Core Benefit), the Actual product and the Augmented Product.You can see them in the diagram below with some examples of what they encompass. -Kotler et al(2006) I shall use the example of the Adidas Sports apparel, a product line which they have used heavy societal marketing to promote. Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world. The 11% increase in sales in 2011 thanks to their new marketing efforts has meant an income of around 634 million euros. Out of this, they invested about 136 million euros in Marketing. About 1/6th of their income. -Adidas annual report (2011)The strategy behind selling their sports apparel, has been to differentiate the offering from their competitors like Nike by providing more customization for the customers. They say their key strategic pillars are: Gaining sales and market share with key growth categories such as running and basketball within Adidas Sport Performance Leading the industry in the fields of customization and interactivity across categories Expanding Adidas Sport Style in the fast-fashion business with the Adidas NEO label It is obvious here, that Adidas has invested heavily in developing all three layers of their product.The Core Product: this is the part of the product which satisfies the basic need of a consumer by providing a basic benefit. For Adidas apparel, it provides a com fortable clothing in which to do physical exercise. Adidas, how started producing the standard type apparel shirts we see today in the 1980s when they had their largest boom in sales. The core benefit, does not however distinguish the product from competitor's offerings, but it is useful to know in order to give the company a clear idea of exactly what need they are fulfilling.The Actual Product: This is the physical product into which the core benefit is translated into, but at this stage, the marketer has to make it physically and cognitively different from the competitor's offerings in order for it to sell and retain a unique position in the customer's mind. Kotler (2006) states that this can involve deciding on the quality level, product and service features, styling, branding and packaging. It is not the same as the 4Ps of marketing, because those include place and promotion, which are not direct product attributes.I shall describe each of these so as to give a full idea of wha t Adidas has done to define and perfect the actual product. a) Product Lines: In the 1990s, Adidas subdivided their apparel to appeal to three types of customer segments: the sportsmen ( for which they opened Forever Sport), this was based on the original concept of the brand by founder Adi Dassler . He made Adidas to help athletes perform at the peak of their ability, and this goal continues to drive the brand’s activities today. Adidas performance is focused on meeting the performance needs of all athletes.Forever Sport products are â€Å"engineered to perform†, bringing high-level, performance-oriented products and innovative technologies to the market. Forever Sport is structured into five main sports categories: running, basketball, football, tennis and training for sport. The brand-followers in the lifestyle market- or which they opened the style-focused Adidas Originals . The originals line includes the brand NEO. The Label focuses on more accessible price point s, maintaing a premium to competitors. From a geneder split point of view, adidas NEO is targetting primarily the girls who account for two-thirds of the business.The Original division allows adidas to increase its reach into the lifestyle market, without losing sight of its long heritage as the original performance brand. The Original division is geared specifically toward consumers who may be less active sports participants, but who are style setters and style leaders. It is these people who set the trends which are later adopted by the mass market. Originals speak to the needs and values of the lifestyle consumer with concepts that are smart, cool, positive, modern and alive. Adidas Originals are the perfect fusion of heritage sport authenticity and global street style.Lastly, for the sports-elite Adidas opened Adidas Sports Style . Adidas defined the last one as the â€Å"Future of sportswear, which includes the labels Y-3 , Porsche Design, Adidas SLVR and Adidas NEO. Their pos itioning statement was â€Å"Style your life† . The overall marketing statement that ties these three product categories is â€Å"Adidas is in all†. They made these product lines for the general public, but the main focus was on supplying the sports wear of the major sports , focusing on football, tennis, basketball, cricket and athletics and rugby. ) Manufacturing level: Adidas owns four factories in China, the US, Germany and Japan, as well as sharing manufacturing with 863 other factories worldwide, 60% being in Asia. For the Y-3 product lines, they have used expensive materials at times such as kangroo leather ( football shoes with kangaroo leather were worn by david bechkam in 2006) , and many shoes in the SLVR style, also have camel fur and the softest of fabrics available on the market ( which inevitably drives the price up) .Most of their apparel, especially for the sports shirts is made of a polyester/cotton blends. c) Quality level and Pricing: Adidas strives to â€Å"Make athletes better† , therefore the quality of their apparel has been produced to mirror that statement. The fact that their shirts are worn by the best athletes ( and celebrities) in the world such as Rafael Nadal in tennis, David Beckham in football and Suresh Raina in Cricket only prooves the quality of the apparel they sell. In their own words Ensures Adidas material quality meets or exceeds customer expectations Ensures Adidas takes a leadership role in the industry in terms of material quality and color management Leads material quality in the pursuit for continuous product and process improvement† -Adidas (2011) In regards to pricing, Adidas is still adopting a price skimming strategy on their new products. For example, shoes in the Y3 and SLVR line cost about 300-700 USD. The price decreases with more economical brand ranges such as the Adidas originals, but still remains higher than the competitors like Puma and Nike.They do also have used however p enetration pricing, especially in their new strategic markets like central Russia and china, to ensure their products stay competitive at the point of sale. d) Styling level : The style of Adidas has been focused around being a â€Å"young† for the type of customers which were the main users of the apparel: upcoming sports men , or people who want to be in shape ( therefore feel younger). They say the design of their clothing should be â€Å" elegant, timeless, honest, inspiring and courageous†.To ensure they recruited the best designers, they opened their own design academy with schools in Tokyo, New york and London, as well as hiring what is probably the world's best youth designer, Japanese Yohji Yamamoto . e) Branding: One of the biggest marketing achievements I think has been that of Adidas’s brand management, where they established almost unparalleled brand identity. They say their brand mission was to â€Å"be the leading sports brand in the world† and they described their brand values to be â€Å"Authentic, passionate, innovative, inspirational, committed and honest.Adidas believe that consumers want choice. Therefore, the group implemented a multi-brand strategy, which allows them to capitalise on opportunities from several perspectives, as both a mass and a niche player. According to that, the brand is able to keep a unique identity and focus on its core competencies, whilst simultaneously providing the group with a broad spectrum of products. International marketing is crucial for the group in its quest to generate substantial profits; as survival depends on their established presence on the global world market.Their strategy was to concentrate on specific customer needs and wants. As they put it â€Å" Only by identifying and understanding consumers’ buying habits, their fitness level, their motivations and goals for doing sport and their individual lifestyle, can we create meaningful products, services and expe riences that build a lasting impression† To do this , they divided each product segment e. g the Adidas originals into various brands which focused on target-specific wants as as to generate greater customer loyalty.Each brand is responsible for the execution of it's own strategic focus ( DE-centralized management approach) by creating a constant stream of innovative and inspiring products and generating communication strategies that represent each brand and category in an engaging and compelling way. Their major brands are: NEO, SLVR, Y-3( high price range), Reebok ,Adidas originals, Adidas golf and CCMHockey. Reebok is an especial success story of their brand because it didn't stem rom them, but was acquired as part of a global expansion strategy in It occupies a specific market which then support's Adidas's brand strategy instead of cannibalizing it. It's market is similar to that of the Adidas Originals, Reebok is suppose to make the consumers â€Å"fit for life†. I nnovation at the brand is rooted in developing technologies and concepts that enable consumers to train at their best every day, whether they are running to keep fit, exercising in the gym or participating in other fitness activities.Reebok Classics leverages the fitness attitude and roots of the brand into the lifestyle segment. Reebok thus focuses in-between the two ends of the consumer spectrum as you can see in the diagram below To give the product a brand identity, the focused on getting Brand ambassadors within sports as well as sponsoring many team shirts and events. For example, they teamed up with FIFA, clothing most of the world's football teams including Manchester united, Barcelona, Argentina, and recently signed up Manchester united winger Nani as their new brand ambassador.It is to be noted, they do not only have one, but several brand ambassadors for their different apparel product categories. For example, they hired NBA's champion Kobe Byrant to reinforce Adidas†™s support of the â€Å"best of the athletes† and also their design credentials. f)Packaging – Adidas helps customers distinguish between the fakes and the originals with the help of it's packaging. Most clothes bought even in the shops have several tags with manufacturing details, composition, designer information, history of the item, washing guidelines and a hologram with the logo that can be seen clearly.The packaging also helps to communicate the brand value's of sustainability. The packaging for the shoes for example comes from 100% recycled material, and to save on fuel costs, the weight on packaging has decreased by 33% since 2006. g) Service Features – Adidas tries to help it's customers find the right product for them, and most of their service is centered around this. In-store they have trained staff that can consult customers what is the best product depending on the sport they do, or what they want to achieve fitness wise.They also have stylists w hich in their major stores can help a person re-define their style. Lately, they set up a VFW( a Virtual Footwear Wall) . It's the first in the world and can be found at its flagship store on London's Oxford Street, which uses advanced touchscreen technology and real-time 3D rendered products to allow customers to find out more about products before they buy. They can rotate footwear, view it from multiple angles, zoom in to see details, etc. The Augmented Product: this part of the product is the non-physical part of the product.It usually consists of lots of added value, for which you may or may not pay a premium. It may include the warranty, the customer service support offered , Installation, delivery, financing help and after-sales service. The augmented product is an important way to tailor the core or actual product to the needs of an individual customer. The features of augmented products can be converted in to benefits for individuals. For Adidas, the augmented product of th eir apparel is that it provides a complete solution for the exercising needs of the individual.Through their marketing efforts, they have created an Adidas sports community to make the customer really feel as past of a group when they purchase the apparel. Adidas provides the customers it's brand as a way of definition of the self, as one aspires to have the brand personality. It therefore can be used as an group identification tool , for the group that one belongs in, and one that they aspire to be. To help in this, Adidas offers heavy customization of the product as well as the possibility of designing and ordering team shirts.In their websites miteam. adidas. com , they really try to create a sense of â€Å"team spirit† with their brand, and often those who have bought their shirts get invited to events such as their catwalk openings. Apparel is also waranteed for 6 months after purchase, with the possibility of returns if the client is not satisfied with the product. Q2. Provide examples of the four types of consumer products and how varies the way in which they are marketed. The United States Consumer Product Safety Act has an extensive definition of consumer product, which begins:Consumer Product-The term ‘‘consumer product’’ means any article, or component part thereof, produced or distributed (i) for sale to a consumer for use in or around a permanent or temporary household or residence, a school, in recreation, or otherwise, or (ii) for the personal use, consumption or enjoyment of a consumer in or around a permanent or temporary household or residence, a school, in recreation, or otherwise; but such term does not include— (A) any article which is not customarily produced or distributed for sale to, or use or consumption by, or enjoyment of, a consumer,Kotler et al(2010) describes five main types of customer products as you can see bulleted below 1) Convenience Products are those that customers buy frequently, i mmediately and with a minimum of comparison and buying effort. e. g candy, magazines and fast food 2) Shopping products are less frequently purchased and it is those that customers compare carefully on the basis of suitability, quality, price and style. Examples are furniture, clothing, used cars, hotel and airline services. ) Specialty products are those with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort . 4) Unsought product are consumer products that the consumer either does not know about or knows about but does not normally think of buying. Most major innovations are unsought until the consumer becomes aware of them through advertising. Classical examples are funerals and blood donations to the red cross. These products require a lot of advertising, personal selling and marketing efforts. ) Industrial products are those bought by individuals and organizations for further processing or for use in conducting a business. The three main groups are materials and parts, capital items and supplies and services. I have chosen four customer products, starting from the cheapest to the more expensive. I shall describe the marketing for these four consumer products: 1) Pink lady apples. ( Convenience Product) The Pink lady apples come from a variety called â€Å"cripps apples†, originally bred by John Cripps which made them an especially crisp and fruity variety.The apple variety is owned by the DAFWA( Department of Agriculture and Food,Western Australia) and run by IPLA ( International Pink lady alliance) which is a large collection of apple farmers that have special rights to cultivate the apple worldwide. Pink Lady brand apples must meet certain trade mark quality specifications. Criteria for the specifications include sugar content, firmness, blemishes and color. Inspections are regularly performed to ensure both the quality and traceability of the apple from the orchard to the shop.This is part of their marketing as the Origin is an important point of product differentiation. It brand started when one of the producers offered the apple to his wife for valentine, thus came the idea for the romantic theme of the apple and it's main slogan â€Å"Pink Lady-so much more than an apple†. Product: The main product features (part of the actual product) are : It's s elegant : with its characteristic glow and perfect complexion†¦ It’s good enough to eat ! It is sensual :with its voluptuous charm, subtle fragrance, delicate and juicy flesh, it is the most glamorous of apples.It denotes pleasure :its crunch combined with the subtle aromas of wild strawberries, vanilla, litchi and rose give this fruit a unique and long lasting taste! It is the perfect balance of sweet and slightly tart. -Pink apple. Com Their marketing campaign was aimed at increasing the apple's sales and positioning it as an apple of better taste and higher quality than comp etitor products . They succeeded, especially in Italy where 97% of the customers thought it was a higher quality apple than the others.They also highlighted the product's attributes, and marketed it for it's nutritional quality, having high amounts of Vitamin C, antioxidants and fiber. An initial campaign featuring Audrey Hepburn, heroine of cool girls the world over, propelled Pink Lady toward becoming the most popular girl in school. Marketing campaigns revolved around female-centric holidays , Valentines Day, mothers Day, and worthy, trendy causes (breast cancer research). To market the apple they have done the following: ) Branded it with appealing heart shaped stickers: Most competitors have products with round poorly visible stickers, but Pink Lady has put larger pink heart shaped stickers to attract the customers to buy the product in-store b)Promotion: Television campaign: One of the few apple companies that launched a very successful television commercial to highlight the r omantic nature of the apple . Their main target market is obviously women who care about their bodies and want to eat healthy nutritious but also great tasting apples.They also released a couple of arty Posters, featuring people eating the pink apple in Paris, worthy of bedroom decoration. Pink Lady has undertaken also a wide range of initiatives to boost the brand and consumption in the U. S. , forming alliances with other groups such as the American Cancer Council and Sherwyn Williams. The latter has been an important promotion strategy called ‘paint it pink’. Where the customers were encouraged to paint something pink in their life, and then they could submit the picture to the Pink company via their website and win cash prizes.They have also been involved in flash mob dances and enlisted Biggest Loser celebrity Ali Vincent as a Pink Lady spokesperson. It is hoped that other initiatives including pre-mix cocktail development and branded sliced apples could also boost the brand in the future. They have also aligned with Walt Disney companies to produce â€Å"Pink-Kids†, that will in the future not only sell apples that have a higher sugar content than the ones for adults, but also make pre-packaged snacks .Pink lady also uses heavy occasion-marketing , offering customers discounts, apple recipes, gift bouquets with roses and apples as well as cards with pink lady cartoons as a part to boost sales for occasions like Valentine and Mother's day. Online, through their website Pink lady offers many , recepies, competitions like the food photography award, customer opinion blogs. They use other websites such as facebook and twitter to promote awareness of the brand.They also organize and take part in events such as the Vitality show ( wellness and fitness exhibition in the UK), The Virgin London marathon and the Valentine's day bonanza, where the winner this year won a new FIAT 500. c) Elite Pricing: Pink Lady apples cost on average 3. 20 Euros per kilo, which is about 1. 50 euros more than their competitors. They distinguish their product through this, thus appealing to the more wealthy health-conscious customers. They target the generation X and baby boomer females, who have more disposable income on luxuries.As John Reeves, the CEO Says â€Å"The Pink Lady is high priced even when it’s on promotion† d) Place: Pink lady apples are not sold directly by the company but via upmarket retailers such as Coop supermarkets in Italy, or Waitrose and Sainsburys in the UK . Their marketing campaign recently has been aimed at increasing sales in developed countries of the world. Here, is an example of a couple of countries. They have started marketing with retailers in Brazil, India, China (giving import licenses in Shanghai and Shenzhen)and Russia.They do this by organizing B2B exhibitions and meetings, with potential wholesalers and retailers who then push the product to the customer through in-store promotions. For their direct customers, Pink lady applied the concept of Experiential marketing . They opened many kiosks on the high streets of the big cities like London, gave free apples away at offices, talked face to face with the customers and went into schools to tell the romantic foundation story. This really encouraged the customers to try the apple and then buy it. )Customer Relationship management : This was designed for email marketing to the 8,000 strong Pink Lady Club database to engage with Pink Lady loyalists, to promote the weekly competition www. pinkladysunshine. co. uk/your-sunshine-moment/ and encourage them online to enter the main competition. It also kept track of online poles, customer surveys and general comments posted about the apple online. Overall, the Pink lady has differentiated itself from it's competitors by positioning itself as an apple for women who was both nutritional and sensual to eat.The augmented product included the membership that one could have to the Pink club, the competitions one could enter, as well as the information one had on it's production and origins. The mainly societal marketing approach aimed to increase sales in the Northern hemisphere before moving onto the southern hemisphere worked incredibly well, letting them be the no. 1 favored apple of Europe by 2012 and providing them with a sustainable competitive advantage. 2) Zara Clothing: (Shopping Product) Zara is owned by the Inditex Group.Inditex Group is a large company based out of Spain running around one hundred stores dealing with textile design. Inditex operates over 4,350 stores worldwide with brands like Massimo Dutti, Bershka, Oysho, Pull and Bear, Zara, Zara Home, Uterque, and Stradivarius(History of Zara, 2008) Zara is present in 71 countries, with a network of 1,475 stores located in major cities throughout the world. The group also has a distribution center in Zaragoza, called Plataforma Europa, which distributes to all the Zara stores within Europe. â €  Marketline France Apparel retail industry report, 2008, pg. 20) Zara's marketing strategy has been centered around creating Zara clothing, not as a â€Å"fad† but more as a lifestyle choice for the independent working woman. They seek to bring the major catwalk models into the ordinary life by making the design more practical and economic. To do this, they had to understand the â€Å"psychology† of their customer needs. Including, what makes the customers re-buy Zara products and how they feel when they are wearing them. They discovered that 1/3 women don't like the way their clothes fit them.To overcome this, Zara recruited a team of designers that completely revolutionized the Product, making them â€Å"look beautiful† on almost every body. They did this by accentuating the style and neutralizing the body contours beneath the body. Now, the customers who wear Zara have an immediate â€Å"self esteem† boost, which is why the company boasts an incre dible growth of about 18% per year. 1) Place . Zara's target market is the Euro-chic crowd who wants more fashionable clothes with a shorter lead time. Zara produces lower quantities of clothing, therefore the supply of their items are very scarce.Zara relies more on location of a retail establishment rather than advertising to attract customers. Only . 3 percent of sales are spent on advertising for the company compared to that of its competitors who spend around 3. 5 percent. Zara is more concerned with finding the exact retail site that best suits the company rather than spending the extra money on luring customers into the store . They usually book the bottom floors in large shopping malls, so they are the first stores which a customer visits, and they also ensure that their spot on the high street Is in the most visible areas and install very large windows in their shops.The inside of their stores is usually moderately lit, with a minimalistic furniture and decor, and a definit e â€Å"professional† vibe. This matches with Zara's brand personality . 2) Pricing: Zara has often adopted a market penetration pricing strategy by positioning itself cheaper than most of it's competitors as you can see in the diagram below: c -Slideshare(2012) They give many coupons, online discounts and do frequent bargain offers in their shops. They seek to keep the prices fairly low and to provide quality. as can be seen in the diagram above). The pricing ties in with their logistics strategy to have a high turnover of clothes. Louis Vuitton's Fashion Director Daniel Pietter has described the brand as â€Å"the most innovative and devastating retailer in the world. Zara has a reputation of disrupting the market wherever it goes. A clear brand proposition has been crucial in the brand’s success. This is a great example of a brand built on a simple idea that is delivered ruthlessly and at a good price† –Daniel Pietter ,New York times(2010) ) Promotion: Zara, compared to her competitors in the haute fashion world has never been a big fan of using television commercials, but rather celebrity endorsement. The most chic considered stars like Angelina jolie, Scarlett Johanesen and Nicole Kidman have all been famous supporters of the Zara brand. To reinforce this celebrity image, all of their marketing material like their brochures glossy, expensive looking and glittery. However, they never make adverts on large billboards nor use posters. Because they do not use a lot of TV advertising, they are spending relatively little on their marketing campaign( about 0. % of total revenue). Therefore, their marketing strategy is focused around Zara's presence in the world and rapid expansion and distribution of it's stores. With more than 1,500 stores around the world in over 70 countries, they open around 150 new stores every year. With the brand becoming world renown, the company is also focusing on sustainable marketing by opening stores whic h consume 30% less energy compared to the average conventional store. The new stores also save 50% of water consumption and maintains their CO2 emissions below 150 toms a year.With this said, I have to add that Zara does however organise fashion events to attract it's clients. They are present in almost every international fashion show from Ethiopia to Finland. This presence not only promotes their brand amongst the elite, but also gives their designers plenty of inspiration for the constant innovation they have to deliver. 4) Product : On-top what I have already mentioned in my opening paragraph , it should be noted that Zara produces most of it's clothes in-house, and rarely outsources to ensure major quality control.If they do decide to outsource, they move their factories to places like Romania and the Czech republic rather than the developing world. This way they also spend less on transportation and can implement a Just-in-time manufacturing approach which guarantees there is a lead time of 2 weeks between the design of the clothing and it's appearance in the retail shops. It should be also noted, that Branding is not a big part of Zara's marketing like Adidas. They never place their logo on any of the clothing they make to avoid competition from imitator products.Instead, they train their customers to have a ‘good eye' on what is the real Zara product and what is a fake. Overall, with minimum marketing effort, Zara is an interesting company because they have demonstrated to the world you can still have customer loyalty and grow rapidly by offering a great value proposition instead of investing heavily in marketing campaigns. In the end, it is the customers through their own word of mouth that promote Zara the most. 3) ING Direct Online Banking:(Specialty Product) ING Is the world's biggest online bank, founded in 1991 and the fastest growing bank in UK history.It's main target market is the Generation X and Y who know how to navigate the internet very well , who do not have time because of their busy schedule to go to a regular bank, because of their restricted opening ours and also who are interesting in saving the money they have. Regular bank accounts make it easier to take out money, but online banks are more geared to saving money, which is why they usually do not have a minimum deposit requirement. a) Product: ING direct offers banking services and support 24/7 for wherever you are in the world.The service aspect of their product ( the augmented product) is their biggest competitve advantage and biggest source of differentiation. Unlike other online banks and investment groups like Ally bank and Perk Street, they assign every customer to a bank representative which stays with you for as long as your relationship may last in the bank. This is part of their CRM efforts ( Customer relationship management) and it has proven to be a big success because people feel less afraid of being just another face in the crowd, and kno w there is a person in the bank who knows about them and can serve them faster.The customer does not have to pay service fees as well, as in a regular brick and mortar bank and they offer low interest rates to borrowers and high rates to savers. All of this does great word-of-mouth marketing for the bank, who being online relies on it more heavily than a traditional bank , due to the fears of online scammers. Another big source of marketing for them and differentiation comes from their customer-specialised products.They have accounts for kids ( Kids Savings accounts), Business Accounts and for Pensioners that are more flexible than traditional banks and offer more benefits, and also a cash prize everytime someone opens an account : major way to attract clients. b) Promotion: ING Direct brands iself as the â€Å"Forward thinking† bank. It tries to deliver innovative marketing campaigns, mostly in the form of billboards, posters and television commercials to it's clients. It ma kes an effort to associate it's brand with all the number one achievers in the sports and business world.For example, has recently signed a contract with Ferrari and Formula One to become the major sponsor of their events. They invest also in the promotions at Football games, large billboards and Tennis championships. Recently, they launched a new brand positioning campaign which should make clients see them as â€Å"the most convenient way to do everyday banking†. For this sey made a 60 second youtube spot, which was then viewed on select tv finance and news channels like CNN, CBC, CTV, Global and TVA, as well as specialty channels including HGTV, History, TSN, RDS, Series+ and Canal D .However, a huge aspect of their marketing efforts still is Viral Marketing . They are heavily dependent on website advertising space, you-tube video clips, facebook and twitter online presence to increase brand awareness. They also partnered with application builders to be part of the increas ing app market. Now, if you download Sharebuilder app on your smart phone, you can use money directly from your online ING account to invest in the market. The CEO Jim Hemmer says â€Å"†ING Direct's mobile banking and trading apps are innovative and reflect the personality of the brand,†Overall, ING's financial products have succeeded because it understood it's customers. The money ING saved from not building physical establishments, they passed these cost-savings directly onto the customers who now get cash prizes when they open an account, very good rates and no service fees. The marketing has been mostly online for them, even if they still do sponsor many sports events, but most importantly it's a bank who has thrived like Zara on word-of-mouth, and based it's biggest advertising on the actual products it offered-being more price competitive, more personalized and more appealing than the competitor's offerings. ) Nomenus Quarterly ( Unsought product). This magazine is the most expensive in the world ( about 2200 pounds sterling) and came out as a limited edition of 50 published pieces. It was created by the German artist Erik Madigan Heck, as an attempt â€Å" to create something of lasting real beauty†. It's publications show photographic spreads of fashions by Azzedine Alaia and Ann Demeulemeester (shot by Heck himself), as well as works by some of the art world's greatest figures, including Lucien Freud and Anselm Kiefer.It has to be noted that all art in the magazine are one-off exclusive and original pieces, therefore the product offering appeals not to those who are interested only in art, but also photography and art collectionists. Price: Of course, with the price tag of over 2200 pounds, it is a magazine for the 1% elite of the society who are interested in alternative art forms represented through painting and photography. The price does quite a bit or word of mouth marketing for it, as it is the most expensive, and because of this, boasts quite a few online publications solely on its pricing strategy.Erik comments directly on the price saying â€Å"Let people pay the highest price, because you know what, we have the best product out there and it's worth it. And it works. It sells out before it even launches. † Packaging: The product comes in a unique black box-set laced together with a silver silk ribbon , in which inside there is the magazine. It is not only to protect it, but also to introduce the publication. Please see the picture below, from their own website. Place: The product sells online, through its own website, or you can view it for free online! Erik calls it the Robin Hood deal of marketing, that is give it for free†. He understands that the real customers buy the work to treasure the collection of art which is inside, not to merely have a flip-through. The magazine can also be found at exclusive book clubs like Damien Hirst and stores around mostly London and New York. Then, t here are many magazines and televison shoes who quote from the magazine, or use part of it's contents, giving it free publicity. For example, Vernissage Tv-an exclusive art and fashion channel is notable for citing Nomenus quaterly and showcasing it's work in a couple of short documentaries.Promotion: The magazine promotes itself through the business network of it's founder, Erik, who basically does not spend anything on promotion he claims, apart from the website expenses. All of the clients of the magazines are mostly designers who know him, or connected interested peoples like Kevin Roberts , C. E. O of Saatchi & Saatchi. As a way to promote the magazine itself, its pages feature exclusive photographs of celebrities and major art figures. For example, the latest issues had photos of the supermodel Mary Katrantzou and Tilda Swinton. In conclusion, Nomenus quaterly has demonstrated that passion does pay.It breaks away from the other examples I have used, because it plays in a very niche market of the cream of the high-class, who have very specific and complex wants-especially if they need to pay that kind of price for the product. It's marketing is almost purely word-of-mouth, and has worked extremely well for this magazine that delivers beautiful original work and has in it's own market no direct competitors. A completely original, innovative and eccentric consumer product that has demonstrated that via differentiation and quality, it has occupied a very specific market niche and gained a loyal customer base for the long-term. . What is a brand? Why are there many people willing to pay more for branded products than non-branded? A brand is a â€Å"name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. â€Å"Branding† began as a way to tell one person's cattle from another by means of a hot iron stamp, and today it's still doing the same thing- differentiating products fro m each other. -The American Marketing Associations Dictionary (2011) â€Å"Brands may be the most important tools for creating value and profitable customer relationships.Marketing is about building brands that connect deeply with customers. † -Kotler et al(2010) People are more wiling to pay for a branded product than for a non branded because of the concept of Brand Equity. Brand equity is the differential effect that knowing the brand name has on the customer response to the product and it's marketing. To explain this further, I shall use the example of a couple of Iconic brands. These are defined as having aspects that contribute to consumer's self-expression and personal identity.Brands whose value to consumers comes primarily from having identity value are said to be â€Å"identity brands†. Some of these brands have such a strong identity that they become more or less cultural icons which makes them â€Å"iconic brands†. Examples are Apple, Nike, Mc. Donal ds and Harley Davidson. People pay more for these brands because of the deep connection these brands have been able to make with their customers. Holt (2004) identifies four main elements to creating iconic brands, which will create a bond with the customer and justify the higher prices than non branded products. Necessary conditions† – The performance of the product must at least be acceptable, preferably with a reputation of having good quality. â€Å"Myth-making† – A meaningful storytelling fabricated by cultural insiders. These must be seen as legitimate and respected by consumers for stories to be accepted. â€Å"Cultural contradictions† – Some kind of mismatch between prevailing ideology and emergent undercurrents in society. In other words a difference with the way consumers are and how they wish they were. The cultural brand management process† – Actively engaging in the myth-making process in making sure the brand mainta ins its position as an icon. Kotler et al(2010) also adds that if the brand is going to be successful, differentiation from competitors is not enough. It needs to be relevant to the customers needs. The more there is a tight fit between the what the customer wants and what the brand gives and stands for, the greater chance of attaining a long term competitive advantage. To summarize, the branding done by companies makes people pay more for them because : )They have an Emotional connection to the brand- like McDonald people associate It with fun and tasty food. -relating somehow back to their childhood and family bonding. 2) It gives them a way to Express their identity through the brand image or personality. For example, buyers of Harley Davidson are usually men who want to feel more masculine and ‘rebellious'. 3) They are guaranteed a certain degree of quality and security as with the case for Parmigiano cheese, customers repeat purchases because they know what to expect in t erms of taste, thus it's part of a dissonance-reducing buying behavior. ) It gives customers a greater Self Esteem, for example, women who buy Fendi apparel get an immediate self-esteem boost from the purchase because they feel they are a step closer to their aspirational group, and feel they have ‘rewarded' themselves in making that purchase. In conclusion, for a brand to remain successful, it must rely less on the product's tangible attributes and more on creating surprise, passion and excitement surrounding a brand. It must also make sure that it's brand image and personality does not suffer as the business extends it's product lines or invests into new products. Q4.What are the four characteristics that affect service marketing and the additional marketing considerations for this sector? The service sector is one who's grown is increasing greatly. They not account for about 79% of USA's gross domestic product. There are two different types of services; the public ( offered by government and non-profit organizations, and the private ones ( offered by all business organizations). Kotler et al (2010) state that there are four main characteristics that define and affect services. They are: Intangibility: Services are intangible and do not have a physical existence.Hence services cannot be touched, held, tasted or smelt. This is most defining feature of a service and that which primarily differentiates it from a product. Also, it poses a unique challenge to those engaged in marketing a service as they need to attach tangible attributes to an otherwise intangible offering. Heterogeneity/Variability:Given the very nature of services, each service offering is unique and cannot be exactly repeated even by the same service provider. While products can be mass produced and be homogenous the same is not true of services. g: All burgers of a particular flavor at McDonalds are almost identical. However, the same is not true of the service rendered by the same coun ter staff consecutively to two customers. 3) Perishability: Services cannot be stored, saved, returned or resold once they have been used. Once rendered to a customer the service is completely consumed and cannot be delivered to another customer. eg: A customer dissatisfied with the services of a barber cannot return the service of the haircut that was rendered to him. At the most he may decide not to visit hat particular barber in the future. 4)Inseparability/Simultaneity of production and consumption:  This refers to the fact that services are generated and consumed within the same time frame. Eg: a haircut is delivered to and consumed by a customer simultaneously unlike, say, a takeaway burger which the customer may consume even after a few hours of purchase. Moreover, it is very difficult to separate a service from the service provider. Eg: the barber is necessarily a part of the service of a haircut that he is delivering to his customer.The additional marketing considerations for this sector are that a company must realise that increasingly what drives customer satisfaction is the level of services and the extra services offered compared to competitors, even if a company is selling a physical tangible product. E. g Sky-tv offers free installation when a customer purchases a good. This is part of the augmented product, but it also gives them an advantage point over their competitors. This said, companies must realise that the point of service devliery is when the employees ( representatives) of the firm meet the customers.Successful companies must focus their attentions on both the employees and the customers in order to achieve a satisfied client. This is part of the Service profit chain, that is the chain that links service firm profits with employee and customer satisfaction. For it to be successful it needs Internal service quality- superior employee selection and training to support them when dealing with customers Satisfied and productive service e mployees- the ‘extra smiles' are always passed onto the customer and adds more value to the overall service deliverySatisfied and loyal customers- if people had good service, it is more likely they will repeat purchase and give out a positive word of mouth Healthy service profits and growth: this is the final stage of the link which gives superior service firm performance. To ensure that this chain works well, marketers need to keep their employees happy and keep a good communication from the front-line employees to the top management. To ensure it all foes well, they have to employ a degree of Internal Marketing. Kotler et al(2010) say that internal marketing means that the service firm must orient and motivate its customer contact employees and supporting service people to work as a team to provide customer satisfaction,infact internal marketing must precede external marketing. An Example is the Four Seasons hostel , that invests on their human resources to motivate, reward and correct their employees when necessary , empowering them with the right motivation tools. They give a constant training in order to contentiously improve the service.This in turn, improves the quality of Interactive marketing , being the satisfaction the customer gets after being delivered with a certain quality of service. If this is successful, the customer will repeat purchase and spread a positive word of mouth. REFERENCES Kotler, Philip; Gary Armstrong (1989). Principles of Marketing, fourth edition (Annotated Instructor's Edition). Prentice-Hall, Inc.. pp. 639 Kotler, Philip. , Armstrong, G. , Brown, L. , and Adam, S. (2006) Marketing, 7th Ed. Pearson Education Australia/Prentice Hall. Kotler,Philip. ,Armstrong,G. (2010) Principles of Marketing 13th Ed.Pearson education. Australia/Prentice hall. History of Zara. (2008). Retrieved November 3, 2009, from Zara-Clothing: http://www. zaraclothing. net/history-of-zara/ MarketLine. (2008, July 8). Zara company profile. Retrieved from http://www. marketlineinfo. com American Marketing Associations Dictionary. Retrieved 2011-06-29. Holt, DB (2004). â€Å"How Brands Become Icons: The Principles of Cultural Branding† Harvard University press â€Å"Harvard MA Websites: http://adidas-group. corporate-publications. com http://www. adidasdesignstudios. com/ http://www. cpsc. gov/businfo/cpsa. pdf ttp://www. freshfruitportal. com/2012/02/06/how-pink-lady-plans-to-build-north-americas-most-recognized-fruit-brand/ http://pinkladyapples. co. uk/story http://www. pinkladyapples. com/news/news. asp http://www. slideshare. net/preciousssa/zara-marketing#btnNext http://www. zara. com/ http://www. trulydeeply. com. au/madly/2011/06/16/zara-brand-launch-marketing-australia/ http://fashiongear. fibre2fashion. com/brand-story/zara/advertisements. asp http://www. ingdirect. ca/en/ http://www. marketingmag. ca/news/marketer-news/ing-adopts-new-positioning-unveils-new-marketing-50970