Mangement of the arts Essay Example | Topics and Well Written Essays - 2000 words

Mangement of the arts - Essay Example Area, an Italian restaurant situated in Montpelier Street, Knightsbridge, London, is a good reference example. Area is owned by a man from south Italy called Franchisco. The business was started fourteen years ago as a small regular restaurant. It drew customers from the lower and middle socio-economic backgrounds. With time, people from good socio-economic backgrounds began to visit the restaurant. This included wealthy people and famous football players for example Chelsea’s Frank Lampard and Arsenal’s Sagna among other footballers. The new wealthy good pool of customers made Franchisco to think of a way to upgrade his low financial status. To achieve this, he increased the prices of food, beverages and drinks served at the restaurant by 50%-100%. This created the impression of quality. As a result of this, the restaurant attracted many richer customers mainly Arabic. According to Pinson and Jinnett (1996), entrepreneurs must track the needs and preferences of their customers so as to satisfy and retain them. It is from this perspective that Franchisco created an Arabian atmosphere in and outside the restaurant in order to maintain the large pool of Arabian customers. He made Arabian designs of various features in the restaurant and played Arabic music. Changing the atmosphere to Arabic made the business attract more Arabian customers. Sheesha is offered outside the restaurant until 11pm. This is an Arab custom in which flavored tobacco is smoked using shisha pipes. This created a good social atmosphere for lovers of sheesha. Customers express their love and appreciation for Area by pinning or placing different currency notes on its walls or on a board. Franchisco choose ‘Area’ as the name his business because it is a neutral term. This has allowed the business to attract people from all cultural backgrounds. Sheesha is strictly offered outside the restaurant. This is because smoking in all public

Economics P3 Assignment Essay Example | Topics and Well Written Essays - 1250 words

Economics P3 Assignment - Essay Example Short-Term Interest Rates In most cases, the Federal Reserve use either contractionary or expansionary money policy to influence the short-term interest rates of fund. In a contractionary period, there is a higher level of short-term interest rate as shown in the figure below this means that the banks will avoid borrowing money from the Federal Reserve banks as they keep their reserves at the authorized level. As a result, the banking institutions will change a higher rate as it lends less money out, because they are borrowing money at a higher rate thus, loans become expensive, and the economy slows down. In addition, the Federal Open Market Committee (FOMC) issue trading on the open market operations as it promises higher returns on interest rates reduces the quantity of money supply (Board of Governors of the Federal Reserve System, 2012). When the Fed uses the expansionary monetary policy, the interest rates fall leading to cheaper interests rates and banks consequently borrow mo re funds from the Federal Reserve banks to maintain their reserve requirement rate. At this point, the open market operations that were bought earlier from the Federal Open Market Committee (FOMC) are sold at a higher interest rate leading to increase in money supply in the economy. (Mankiw, 2012) Foreign Exchange Rates Just like, local exchange rates that are affected by the monetary policy tools, the foreign exchange rates are also affected. As a result, conventional monetary policy that are implemented by the Federal reserve has a greater influence on the exchange rate as foreign exchange interventions take place to control the economy's demand and supply of money (Board of Governors of the Federal Reserve System, 2012). As a result, contractionary monetary policy implementation by the Federal Reserve creates shocks in the economy, as it allows the foreign exchange rate to appreciate for a shorter period and thereafter, the exchange rate depreciates with time to its original leve l. Long-Term Interest Rates More than often, the Federal Reserve decision to use the tools of monetary policy affects long-term interest rates in the economy. Depending on Fed uses, contractionary and expansionary monetary policies the effects will be realized in the long-term interest rate (Board of Governors of the Federal Reserve System, 2012). With an increase in the discount rate, reserve requirement and open market operations, the long-term interest rates will increase over time. This is because, banking institutions will have less funds as compared their reserve requirement to lend out to its customers with the ever-increasing long-term interest rate. However, expansionary monetary rate increases the money supply as the interest rate reduces and increased credit is widely available leading to lower long-term interest rate. As a result, the demand for money increases leading to more investments. The Amount of Money and Credit in the System In most instances, the Federal Reserv e uses the tools of monetary policy to influence the availability and cost of money and credit in its economy. As a way of tightening money supply and credit availability, the Federal Open Market Committee FOMC directs the New York stock exchange to sell government securities (Mankiw, 2012). As a result, it collects funds from the public and collect payments through the banks by reducing their reserve account in the main Federal Reserve Bank. In the end, banks have less money to lend to its customer

Extraversion on Academic Achievement in University Students

Extraversion on Academic Achievement in University Students University fosters an environment encouraging both academic achievements and personal developments. Each individuals experience differs due to their choice of engagement in academic and social events. As academic events are still more important in an academic institution, achieving excellence in academics should be the priority for every student. The choice of participation and degree of academic involvement may depend upon an individuals personality. Thus, the relationship between personality traits and an individuals university academic achievement will be examined. To be more specific, extraversion will be the target personality trait in this study. Extraversion is the independent variable in the study; it refers to an individuals energy level and tendency to interact with others in a social setting (Costa McCrae, 1992).In this study, the Big-Five Personality Inventory which defines human beings personality traits through five dimensions was used (Goldberg Rosolack, 1994). Extraverts tend to be social, talkative, and emotional. Introverts, on the other hand, are less emotional and more likely to stay alone (Costa McCrae). By reviewing the past studies, there seemed to be more than one explanation in explaining the relationship between the above independent and dependent variables. However, they were not conflicting with each other. A variety of factors has been taken into account to thoroughly examine the impact of extraversion on an individuals academic achievement. For example, in 1966, Estabrook and Sommer (1966) conducted an early and classic study. The results revealed that more extraverted students preferred to study in a leisure manner. For example, they liked to study in an informal space, such as on a bed or a couch. They also took frequent breaks and tended to study in a group setting, while the introverts enjoyed the contrasting habits and settings (Estabrook Sommer). The results of the study revealed that the extraverts had a lower average compared to the introverts (Estabrook Sommer). It also further demonstrated that an individual with a higher score in extraversion had worse study habits, which might have contributed to its less satisfactory academic performance in university. A similar study was conducted on the same topic but with a third variable involved, peak activation time (Beaulieu, 1991). This study examined the relationship between an individuals peak activation time, extraversion/introversion and academic achievement. Peak activation time is the time period in which, people tend to be more efficient in activities. Participants were a group of adults enrolled in a junior-level organizational behavior course. Along with their academic grades, a survey was also conducted to collect their extraversion score and sleeping habits. As a result, it was clear that extraverts tended to go to sleep late and had a peak activation time at night, while the introverts preferred to sleep earlier and had a peak activation time in the daytime (Beaulieu). Because most university courses are taken place in the day, the hypothesis predicted that introverts would do better than the extraverts given their daytime activation peak pattern. The result was consistent with the prediction extraverts had poorer academic scores than the introverts. However, there were findings that extraverts paid less attention in academic activities, because they contributed more time engaging in social events given their social and energetic nature. Less attention might be paid to daily academic activities. A recent study, conducted by Infant and Marin, investigated a sample of unsuccessful Spanish students focused on their personalities (2008). Here, unsuccessful students could be defined as students with low averages, high failing rates and potential to drop out. As discussed in the previous two studies, Infant and Marin predicted that individuals scoring high on extraversion would be likely to experience poorer academic performance given their ineffective study habits. Similarly, this study revealed that extraverts had a higher chance to experience neuroticism, lack of motivation, and low conscientiousness, they were more likely to result in academic failure in university and become pessimistic about their future. Thus, this result emphasizes upon the fact that an unsuccessful university students had a higher chance of being more extraverted. This study also illustrated a further relationship between the two variables an extravert experienced poor academic results from their ineffec tive study habits, and these results could trigger the development of negative attitudes towards their future academic experiences in university. A recent meta-analysis found that the extraversion and intelligence are negatively correlated . Although the result exemplified no relationship between the two variables, there might be a potential correlation. Additionally, Morris and Carden (1981) examined the relationship between internal-external locus of control and extraversion-introversion. This study was conducted through gathering university undergraduate students data. The group assignments were based on survey results that differentiated the participants as external or internal locus of control and extraverts or introverts (Morris and Carden). These participants were then given out a test, and consequently their time spendt on the test and their overall grades were recorded (Morris and Carden). Later a feedback was written by the students about their feeling on their overall grades. The results demonstrated that the extraverts were impulsive (more satisfied or more unsatisfied in terms of emotion like happiness or sadness) even when their grades were not necessarily lower or higher than others (Morris and Carden). In combination with the external-internal analysis, it was clear that an extravert with external locus of control ten ded to do the poorest of the four groups (Morris and Carden). This model suggested that participants high on extraversion tended to be more emotional in problem solving or critical situations. In addition, if exhausted participants had external locus of control in dealing with problems, they had a higher chance of doing poorly. Conversely, an introvert with an internal locus of control was more emotionally stable and more likely to believe in his or her own abilities. However, results were quite different when the students own perspectives and grades were taken into account in rating the degree of their own success. Irfani (1978) developed hypothesis stating that a students perspective on his or her academic performance would be influenced by their personality. It was tested through three different groups of participants assigned based on their personalities, extraversion, psychoticism and neuroticism (Irfani). These students were asked to answer a question that simply required their answer about whether they categorize themselves as successful or unsuccessful with respect to their academic performance (Irfani). Extraversion ratings seemed to affect the rating of academic success the most. A large number of extroverts in all three groups rated themselves as academically successful (Irfani) as they might have been more impulsive about their achievements. Thus the result supported the hypothesis to some degree. One could conclude from the result tha t an extrovert might view himself or herself as successful even when they are not. This conclusion also supported Morris and Cardens (1981) research that idicated extroverts had the tendency to be more emotional in performing academic activities. Moreover, this research also demonstrated that an extroverts perception and satisfaction derived from academic performance may encourage them in continuing their study habits, and thus less likely to make improvements in the future due to constant inefficiency. This could be another reason why the extroverts have a higher chance of doing poorer than the introverts do academically. In conclusion, students scoring high on the extraversion test may perform poorer than those who score low on extraversion. This result can be explained by a combination of factors. From the literature reviews collected on this topic, an extravert tends to be social, energetic, and easy-satisfied, which may contribute to their poor academic performance through their peak activation time at night and ineffective and lazy studying habits. In addition, extraverts high emotional levels may increase their tendency to be impulsive in reacting towards both successful and unsuccessful events. Thus, these factors together may make them less capable of handling university academic life successfully. Therefore, the hypothesized result is that students who score high on extraversion test will have less successful academic performance than those who score low on the test and vice versa. In this study, the Big-Five personality test will be employed to measure the independent variable, and only the extraversion parts will be used to calculate the score. An extrovert will naturally receive a higher score on the test, while an introvert will get a lower result. The questionnaire and the scoring keys used in this study are attached in the Appendix B and C (John Srivastava, 1999). Moreover, the dependent factor of this study is an individuals academic achievement, which is measured by his or her cumulative average from first year. In order to maximize reliability of data and avoid skewness, only first-year students will be sampled since their courses are mostly compulsory. Method Participants The sample were composed of 36 undergraduate students from the University of Western Ontario (UWO), ranging from the age of 18 to 27 (M=20.64, SD=1.76). This group of participants was randomly selected at UWOs University Community Centre (UCC) from 12:00 to 15:00 and from 21:00 to 23:00. In addition, researcher employed the method of convenience sampling in approaching participants and requesting for their cooperation and completion of the questionnaires. However, this sampling method did provide a perfect random selection, so the results might be confounded as students choices of going to the UCC in the selected periods may be highly dependent on their personalities. Thus the problem of generalization might appear in this study. For compensation, a more distributive sample was taken as the result of going for participant in large time gap. That is, going for individuals randomly, trying to avoid large group which would result in a similar personality and grade. Materials First, participants will be required to complete a Demographic Questionnaire (See Appendix A). This form contains items relevant to a students personal background, such as age, gender, ethnic background, birthplace, and average grade of each participants first year courses. First year average was selected as a measure of academic achievement. This was to reduce the external variable by limiting the course selection Most first year courses are compulsory. Therefore, there would be less freedom for participants to pick easy or challenging courses that may vary the average too much. Then personalities of these participants was assessed through their completion of the Big-Five-Inventory (BFI) forms, which contain 44 items and eight extraversion items will be used in this study (John Srivastava, 1999). For each item, a score of 1 to 5 was used as 1 being strongly disagree and 5 being strongly agree. The scoring key is provided in Appendix C for interpretation of items used. Also this study was completed by paper and pencil and within approximately 15 minutes. For this questionnaire, the extraversion part has a score of 40 being highest on extraversion and 8 being lowest on extraversion. Procedure This survey was conducted on a one-to-one basis at the first floor of UCC. All participants was approached randomly. Although there was no time limit, it should be completed within 15 minutes. Verbatim Instruction was given to participants as the researcher approaches them (see Appendix D). Followed by this, participants was given the Letter of Information and Consent (see Appendix E). Then they filled out the Demographic Questionnaire (see Appendix A), which contain the studys first variable their first years averages. Immediately upon completion of this form, participants was asked to read instructions on the BFI (John Srivastava, 1999) form and rank all the necessary items. After this stage, data for the second variable, the extraversion score, was collected (see Appendix B). Finally, Debriefing Form (see Appendix F) was given to the participants, while the researcher verbally asked if there are any questions or concerns. After being debriefed, all participants was thanked for their cooperation. Results The means and standard deviations for two variables, the first year averages and the extraversion scores are shown in Table 1. Table 1 Descriptive Statistics for two variables involved in the research ­Ã‚ ­ Variable M SD Extraversion Score 27.25926 4.40202 First Year Average 77.22222 6.680937 A bivariate correlational design was used in order to determine if extraversion and academic achievement were correlated significantly. An alpha of .05 was used. The Pearson Product Moment coefficient was used in this research for the relationship between extraversion scores and first year averages. The results showed a relatively significant correlation between these two variables (r = -.48359,  ­Ã‚ ­Ã‚ ­Ã‚ ­Ã‚ ­Ã‚ ­Ã‚ ­Ã‚ ­Ã‚ ­Ã‚ ­Ã‚ ­r2 = 0.23386, p Later, a regression analysis was conducted, the formula of the regression line was obtained ( y = -.73396x + 97.2294, Appendix H). Figure 1 shows the graph of this regression line Figure 2 The Graph of the Regression Analysis y = -.73396x + 97.2294 These results was able to provide a sufficient amount of evidence to support the hypothesis that extraversion is negatively related to academic achievement. That is, individuals scoring low on extraversion tend to perform better academically and vice versa. The summary data is shown in Appendix I. Discussion This study hypothesized that students scoring low on extraversion scale tend to have high academic achievement. This hypothesis was based on previous studies that indicated that extraversion correlates with academic achievement negatively. This finding was illustrated in different ways. For, example, Estabrook and Sommers (1966) study addressed this problem by explaining the basis of education, a students study habits. In this study, students scoring high on extraversion showed relatively poor behaviors comparing to what students scoring low on extraversion did. This finding may explain from the foundation why extraversion might correlate with academic achievement. That is, if a student does not study in an efficient way, the result may be poorer than that of those students with good study habits. This study demonstrated a possible explanation for this problem, but it did not address the reason why study habit is correlated with extraversion, nor did it give any cues about the directionality of this correlation. In addition, there are other studies addressing this problem from different perspectives. Peak activation time was another point studied in this area. Beaulieu (1991) tried to examine the relationship students peak activation time and their extraversion scores. The results showed that students scoring high on extraversion might have a peak activation time at night. Relating back to authors study, this finding may suggested that as most of the courses are taking in day time, students scoring high on extraversion may not do well in them because of their peak activation time. Another study on this problem was conducted by Morris and Carden (1981). It provided another explanation on this problem. That is, students scoring high on extraversion may overestimate their academic results. For example, they may feel satisfied about their mark more easily than those students scoring low on extraversion scale may. Due to this, they may not try to compensate an academic failure about which they consider only as an occasion. As what previous studies have predicted, this study generated a significant result that students scoring high on extraversion may do poorer in their academic field. The reasons for this result may be a combination of different reasons. In university, students have to regulate themselves to adapt the pace of the courses they have taken. This is, developing a schedule that fits the university life. Academic results can be highly influenced by a students study habits. In this case, students scoring high on extraversion may not have a standard study habit for university life. Therefore, they may have some problems in different academic activities, like note-taking, reviewing, going to class regularly etc. In addition, when they constantly receive their academic feedback, they may be emotional oriented to rationalize their failure as not so important to them. As the result, not much improvement can be obtained in it. Moreover, as they have rationalized their behaviors, they may not contribute the poor result to personal reasons. That is, they are less likely to change their study habits to improve their mark. Another reason was related to the peak activation time. The students scoring high on extraversion have a peak activation time later in the day. This means, they may not perform their best during a common daytime course or exam. At the same time, as with a peak activation time at night, many social activities can draw their attention from their academic interests. For example, going to a club or bar is a very common leisure activity for university students. As so, an even worse condition may be produced for the next day as the result of over participating in a leisure activity at night. When the author was distributing the survey, he asked some general questions about the students nightlife after finishing the questionnaire. There was a general trend that whatever personality the students have, nowadays going to a club or a bar is a huge part in university life. Thus, although not included in this study, the topic about the relationship between the nightlife and academic achievement i s worth studying on. Another interesting finding was that a student who scored high on extraversion contributed the highest academic score. At the same time, the student who scored low on extraversion had the lowest academic score among all the participants. This may be due to the sample-size in the study. They can be viewed as outstanding results, not concluding any generality in the study. However, it can also be explained in terms of the limitation of this study. As this study merely generate a relationship between academic achievement and extraversion. The major of the students were not taken into account. Considering about different majors, different personality may fit differently. For example, a major involved many social tasks may be well fitted with extraversion personality. That is, as the students scoring high on extraversion are more sociable, they may be easier to communicate their opinions and participate in activities like presentation and election. This may need further analysis in order to rationalize the findings. Another limitation is that the time was set only at noon in UCC. This setting was for both the convenience and availability of maximum participants. However, as mentioned above, students scoring high on extraversion may have a peak activation time at night; this may make them prefer more to night-class. In addition, many students may not come to UCC regularly regardless of their personality. Therefore, this study did not have an equal probability for its participant selection. Furthermore, as considering about the setting of the questionnaire, the academic achievement section merely required one average for the students performance. This may rule out the differences in course difficulty and major module. It cannot generalize that each score obtained was based on a same standard. Thus, the study may fail to make a wide generalization on this topic. In addition, although the first year average required was to minimize the difference in course selection, for the students from higher grades, it may be difficult to call back the precise marks. In this situation, as the author required, they may make up one mark from their false memory or remember it less accurately. Overall, this study was to help on the understanding of study behaviors. The results from the study yielded a statistical significance. Extraversion was found to be negatively related to academic achievement. As there are several limitations in this study, further research should be taken to make a more generalize conclusion.

HIPAA Act of 1996 :: Health, Health Information

â€Å"The Health Insurance Portability and Accountability Act (HIPAA) of 1996 made it illegal to gain access to personal medical information for any reasons other than health care delivery, operations, and reimbursements† (Shi & Singh, 2008, p. 166). â€Å"HIPAA legislation mandated strict controls on the transfer of personally identifiable health data between two entities, provisions for disclosure of protected information, and criminal penalties for violation† (Clayton 2001). â€Å"HIPAA also has privacy requirements that govern disclosure of patient protected health information (PHI) placed in the medical record by physicians, nurses, and other health care providers† (Buck, 2011). Always remember conversations about a patient’s health care or treatment is a violation of HIPAA. â€Å"All PHI is included in the privacy requirements for example: the patient’s past, present or future physical or mental health or condition; the provision of health ca re to the individual, or the past, present, or future payment for the provision of health care to the individual, and that identifies the individual or for which there is a reasonable basis to believe it can be used to identify the individual† (Buck, 2011). Other identifiable health information would be the patient’s name, address, birth date and Social Security Number (Keomouangchanh, 2011). (Word count 197) There has been some ethical issues surrounding the development and use of technology, that would consist of some advancements, such as â€Å"when in vitro fertilization is applied in medical practice and leads to the production of spare embryos, the moral question is what to do with these embryos† (Shi & Singh, 2008, p. 182). As for ethical dilemmas that comes into play with â€Å"gene mapping of humans, genetic cloning, stem cell research, and others areas of growing interest to scientist† (Shi & Singh, 2008, p. 182). â€Å"Life support technology raises serious ethical issues, especially in medical decisions regarding continuation or cessation of mechanical support, particularly when a patient exists in a permanent vegetative state† (Shi & Singh, 2008, p. 182). Health care budgets are limited throughout this world, making it hard for advancements yet even harder to develop the advancements with restraints. Which brings us back to the â€Å"social, ethical, and legal constraints, public and private insurers face the problem deciding whether or not to cover novel treatments† 188. Similarly what was mentioned before the decisions about â€Å"new reproductive techniques such as intracytoplasmic sperm injection in vitro fertilization (ICSIIVF), new molecular genetics predictive tests for hereditary breast cancer, and the newer drugs such as sildenafil (Viagra) for sexual dysfunction† (Giacomini, 2005).

With Reference to Relevant Research Studies, to What Extent Does Genetic Inheritance Influence Behavior?

There is currently a substantial body of research supporting the argument that there is a genetic influence on numerous human behaviors, such as homosexuality, intelligence and personality. One indication that behavior has a genetic basis is that behavior is often species specific. Examples include the warning behavior of prairie dogs or the mouth to mouth sharing of blood amongst vampire bats. The closer our genetic resemblance is to a certain species, the more behaviors we have in common. Since long it has also been known that behavior can be bred true, which is the reason why some breeds display specific behaviors. Behavior is also known to change in response to changes in biological structures or processes. Examples include the use of the SSRI drug which alters the reuptake of serotonin in the synapses and consequently our mood, or the loss of important cognitive functions due to brain damage. As the anatomical structure and the physiological processes depend on our DNA we can infer that genes indirectly influence our behavior. It is important to bear in mind that the brain can alter its structure from experience, but this capacity must clearly be genetically determined. Most researchers agree that all behaviors are more or less indirectly influenced by genes. Where they disagree is the extent to which genes influence behavior. Some behavior also seems to be more influenced by genes than others. The influence of cognitive, social and cultural factors on behavior cannot be denied, and even though there may be a genetic predisposition for many disorders, the extent to which the genotype is expressed in its phenotype will depend on environmental influences. The stress-vulnerability model, for instance, assumes that the onset and symptoms of mental disorders are influenced by three interacting factors; biological, environmental and protecting factors that may protect the individual against development of a disorder. A study that illustrates the interaction of genes and environment on behavior is a molecular genetics study by Caspi et al. (2003). Caspi et al. investigated the relationship between the 5-HTT gene and occurrence of depression in 847 New Zealanders. The 5-HTT gene is responsible for the production of serotonin in the body, which in turn has an influence on our mood. A DNA sample was taken of each participant, who also was asked to answer a questionnaire on depression. In order to ensure the participants’ honesty in their self report, their responses were cross checked with a friend of their own choice. The researchers also controlled for levels of stressful life events. The results showed that participants with a short allele on the 5-HTT gene had an increased vulnerability for depression between the ages of 21 to 26. The study also found that the participants only had developed depression if they had suffered from stressful life events, no matter whether they had a propensity for the disorder or not. Replications of the Caspi study in different countries by Chiao and Blizinsky (2010) further support a gene – environment interaction for depression. They investigated the prevalence of the short allele in the 5-HTT gene in different populations and found that there are higher frequencies in populations that are considered to have a â€Å"collectivist† culture, such as Asians, and that there are lower frequencies in populations with an â€Å"individualist† culture, such as Europeans or North Americans. This seems counter-intuitive, considering that depression is more common in individualist cultures than collectivist cultures. Asians should genetically be more prone to depression than Europeans and North Americans, yet Europeans and North Americans are more likely to suffer from it. The research is suffering from several methodological problems. It is possible that depression is as common or in the East as in the West, but that it is underreported. If the data is to be trusted, it suggests that Asian cultures may have better protective factors against the development of depression compared to Western culture, such as better social support. These findings raise potential ethical issues of discrimination and prejudice. Because of the methodological weaknesses of the research, the findings are not conclusive. Most research supports an interaction between genes and environment on behavior. Genetic research on twins and families usually measure the degree of similarity in characteristics, such as intelligence, between genetically related and unrelated individuals. From this comparison, a concordance rate between 0 and 100 is calculated. If the rate is close to 100, the behavior is assumed to have a strong genetic basis. On the other hand, if the rate is low, environmental factors are thought to play a major part. Some of behaviors that have the highest concordance rates are homosexuality, schizophrenia, alcoholism, general mood levels, and intelligence, with average concordance rates between 60 and 70. Behaviors with lower concordance rates include depression, personality, religious values, political beliefs and vocational interests, with average concordance rates of around 30 %. It may seem curious that some of the latter behaviors have a small genetic component, and it is possible that the concordance rates are flawed by methodological issues. The concordance rates fluctuate between studies of the same behavior. This may be due poor control of confounding variables. Some relationships may be purely coincidental, such as in a famous study by Bouchard where two identical twins raised apart had a wife with the same name and in addition had named their son by the same name. Even if monozygotic twins that are raised in different families exercise similar behavior, it can also be because they are raised in similar social and cultural settings, because they look similar and therefore are treated the same, or because they exercise similar behavior patterns of adopted children. Also, one cannot rule out that researcher expectancies and small sample sizes can influence the concordance rates. Finally, there is a construct validity problem of the studied behaviors. Concepts such as intelligence lack an agreed upon definition, and some mental disorders are viewed differently in different countries. It is therefore difficult to compare concordance rates between such studies, as they are measuring different concepts. Even so, it is possible that if personality and talent has a genetic component, individuals may be biologically more inclined to some interests than others, and thus may be more likely to adapt a certain value system or vocation. Even though there are methodological problems involved in genes and behavior research, there is overwhelming evidence that there is an influence of genetic inheritance on most behaviors. The extent of this genetic influence is however still controversial, and may vary depending on the behavior.

Lancôme Marketing Plan Essay

I. Executive summary: Lancà ´me is preparing to launch a new anti-aging cream concluding the perfect result of 10 years exploring in lab and be recommended as â€Å"A miracle elixir exists†, the Absolue L’Extrait, in Vietnam cosmetic market. Our product offers a competitively unique combination of the latest advanced technology in dermal stem cells and great beauty effects after testing and launching in other countries. We are targeting specific segments in the consumer and taking advantages of opportunities indicated by the huge demand for beauty in such a dynamic economic. The primary marketing objective is to achieve first-year Vietnam sales of 10,000 units. The primary financial objectives are to achieve first-year sales revenues of $3.5 million and break even early in the second year. II. Current market situation: Lancà ´me is founded in 1935 by Armand Petitjean in France. From the beginning till now, Lancà ´me has brought beauty for women in 160 countries worldwide through 28.000 retailers and stores all over the world. After gaining a large amount of market shares in European market and become a market leader, Lancà ´me turns the target into Asia, and Vietnam in special. Penetrating in Vietnam in 2006 through the only retailer channel- Parkson, Lancà ´me has gained a certain amount of market share and has occupied a strong position in the eye of the upper- class. However, we also have to compete with some strong brand names in cosmetic about pricing and gaining customer’s loyalty such as Clinique which is the pioneer in dermatologist-developed cosmetic brand. Exploring that most of Vietnamese women (about 75%) care much more about skincare than makeup, the newest product which is in the expansion of the premium ABSOLUE line – Lancà ´me’s Absolue L’extrait, will be about to launch into Vietnam market and possess a strong advantage to differentiate from other competitors. 1. Market description: Method: Concentrated marketing Absolue L’Extrait is a new- launched and luxury product, therefore concentrated marketing help the company gain a strong market position. Table 1: Segment Needs and Corresponding Features/Benefits of L’Extrait Cream Target Market| Customer need| Corresponding feature/ benefit| Upper- class women| A cream can slow down and push back the aging process.A therapy can bring them back to the confident and youth like they were before.| Rose stem cells extracted from the Lancà ´me Rose are claimed to be capable of â€Å"stimulating human dermal stem cells†. The formula will also contain Proxylane, a proprietary anti-aging active ingredient of L’Orà ©al.| 2. Product Review: Absolue L’extrait is the latest anti-aging cream of Lancà ´me as well as the first product to feature a high concentration of a kind of native cells-rose stem cell. Rose stem cells is said to be extracted from the Lancà ´me Rose- a species specifically created for Lancà ´me in 1973 and resisting various environmental aggressions (cold, insects†¦). It is claimed to be capable of â€Å"stimulating human dermal stem cells†. Each 50 ml jar of formula is claimed to contain â€Å"2 million rose stem cells†. Apart from the rose stem cells, the formula will also contain Proxylane, a proprietary anti-aging active ingredient of L’Orà ©al. The jar is sold with a massage tool – the â€Å"massage petal applicator† – developed with the Lancà ´me Institute. It is claimed to alternate hot and cold effects for stimulating the skin to invigorate it, activating microcirculation and promoting a better penetration of the formula’s active i ngredients. As a global anti-aging formula, it is claimed to have a significant efficiency on the â€Å"seven major signs of aging† said by Lancà ´me to be: – Forehead wrinkles – Frown lines – Crows’ feet – Under-eye wrinkles – Nasolabial fold – Wrinkles around the mouth – Facial slackening *The testing and trial process: The formula has been tested on 42 women, half of them having sensitive skin. Results were observed after 11 weeks. This is quite unusual, since most of skincare products are tested on a 4 week basis. This is a trick to obtain better results to claim – the longer you use a product, the better are the results. Since its creation, Absolue has always extended the limits of science and creativity to incarnate a quintessential and aristocratic femininity; one that is full of grace, sophistication and elegance. More than luxury, this is an inspiring philosophy for the most demanding women in the world. 3. Competitive Review: Recently, because Vietnam’s economic has a great development and living standard is gradually increasing, the needs to be beauty and health caring are rising rapidly. Because of the working pressure and environment pollution, women nowadays have wrinkle faster and faster. With these reasons, the anti-aging cosmetic market is really potential. Key competitors include the following: * Cle De Peau: A Japanese brand which was only established for the last 30 years. + Product: having knowledge about the Neuro Skin Theory: â€Å"Skin has a brain of its own† and the discovery of the leukemia network of the skin, it can be said that Cle De Peau anti-aging products are the most effective and best-seller anti-aging product in Vietnam at the moment. + Strong: ââ€"  Potential to be the most understanding Vietnamese’s skin (a Asia brand) ââ€"  A clean operation history ââ€"  High customer loyalty ââ€"  Advanced technology + Weakness: ââ€"  The most expensive product ââ€"  Small distribution channel * Està ©e Lauder: This America brand entered Vietnam only for 7 years (since summer 2005) but it already has a stable position in the cosmetic market with a convenient distribution channel (2 stores in Hanoi and other 4 in Ho Chi Minh City). + Product: applied the exclusive DNA technology, the anti-aging serial of Està ©e Lauder have a superior position which gains over 70 global awards and over 20 global certificates. + Strong: ââ€"  Està ©e Lauder is a company with bright and long history which creates a trustful strong famous global brand. ââ€"  The advantage of continuously improving technology ââ€"  Reputation products ââ€"  Convenient store in beauty places ââ€"  Wonderful employees and services + Weakness: ââ€"  Scandal of models representing as the face of Està ©e Lauder (Carolyn Murphy, etc.) ââ€"  Be doubted of using child-labors ââ€"  The CEO is doubted of poor executive ability which leads to the impaired of this brand. * Clinique: A brand developed by dermatologists of Està ©e Lauder Company but unlike Està ©e Lauder, Clinique already appeared in Vietnam from 2001 and having a larger distribution channel (9 official stores in the 3 biggest cities of Vietnam: Hanoi, Haiphong, Ho Chi Minh City) + Product: Clinique products can be suitable for every skin’s kind with its natural origins cosmetics. + Strong: ââ€"  Reputation brand in over 130 countries ââ€"  Developed by dermatologists ââ€"  Being a professional in online business, which even has a tracking and advising system for customers ââ€"  All products have been Allergy Tested and 100% Fragrance Free. ââ€"  The first one who approached Vietnamese customers ââ€"  Reasonable price ââ€"  Large distribution channel + Weakness: ââ€"  Average skin care product quality * Kanebo: Officially appeared in Vietnam in 2003 through Exclusive Distributors – Trade Co., Ltd. L & K. This Japanese brand already has 9 official showrooms in Vietnam (2 in Hanoi, 1 in Haiphong and other 3 in Ho Chi Minh City). + Product: According to Kanebo theory of the structure of skin, the â€Å"Adhesive Technology† is the way to have an excellence skin. + Strong: ââ€"  Over 110 years history brand which already presented in 51 countries. ââ€"  Finding out â€Å"Rhodomyrtus Tomentosa† essences which have oxidation activity that help rebuild DNA ââ€"  Large distribution channel + Weakness: ââ€"  Accounts scandal ââ€"  Still be a quite small brand in global market * â€Å"Hang xach tay†: Not really a specific brand, â€Å"Hang xach tay† is a new trend in commodity trading in Vietnam nowadays. â€Å"Hang xach tay† operations base on the products which flight attendants or pilots or even shop owners’ acquaintances brought back after each time they went abroad. + Product: Diversified brand names, products, origins and quality. In Hanoi, â€Å"Hang xach tay† has a venue at the â€Å"Aviation Street† (Nguyá »â€¦n SÆ ¡n St.) + Strong: ââ€"  Having stores in every cities and provinces of Vietnam ââ€"  Having many online retailers ââ€"  Lower price than official distributors of brands because the shop owners do not have to pay the tariffs and other non-tariff fees. + Weakness: ââ€"  Unclear origin (can be fake) ââ€"  A large amount of â€Å"Hang xach tay† is almost out-of-date or old fashion products. Despite this strong competition, Lancà ´me can carve out a definite image and gain recognition among the targeted segments. Lancà ´me’s Absolue L’Extrait is considered as a magical product which is produced by the most advanced and unique technology in the world nowadays. It is a breakthrough after 10 years searching and developing from Lancà ´me, a famous reputation brand. Thus, Lancà ´me’s Absolue L’Extrait will have an absolute competitive advantage among other products. The most potential competitor of Lancà ´me’s Absolue L’Extrait in Vietnamese anti-aging market is Cle De Peau. However, Cle De Peau’s La Cream U still has some weak side such as it is the most expensive cosmetic product in Vietnam market. Moreover, unlike Lancà ´me’s Absolue L’Extrait, even you have already used La Cream U for night care, you still need other lotion for day care for the best result. In short, Lancà ´me’s Absolue L’Extrait has the newest advance technology in cosmetic industry, more suitable price and gives better result. 4. Channel and Logistics Review: Because Lancà ´me has entered Vietnam for 6 years, the distribution channel is still quite small. 5. Retailer stores: Lancà ´me has been opened 6 stores (in which four stores in HCM city and two stores in Hanoi) at Parkson (the retail arm of The Lion Group): + Parkson Saigon Tourist Plaza – 35Bis-45, Là ª Thà ¡nh Tà ´ng St., Bá º ¿n Nghà ©, District 1, HCMC. + Parkson Hung Vuong Plaza – 126 Hung Vuong St., District 5, HCMC. + Parkson Paragon – 3 Nguyá »â€¦n LÆ °Ã† ¡ng Bá º ±ng St., Tà ¢n Phà º, District 7, HCMC. + Parkson Flemington – 184 Là ª Ä Ã¡ º ¡i Hà  nh St. , District 11, HCMC. + Parkson Viet Tower – 198 Tà ¢y SÆ ¡n St., Trung Liá »â€¡t, Ä Ã¡ »â€˜ng Ä a District, Hanoi. + Parkson Landmark – 72- Keangnam Tower, E6, Cá º §u Giá º ¥y new urban areas, Má »â€¦ Trà ¬, Tá » « Lià ªm, Hanoi III. Strengths, Weaknesses, Opportunities and Threat Analysis 1. Strengths: 2.1. Exclusive biotechnology process: Lancà ´me has now succeeded in cultivating stem cells from this rose, which can be multiplied infinitely by a biotechnological procedure called Fermogenesis, which provides each stem cell with a gentle growth environment, which preserves its own metabolic rate and all its regenerative potential. 2.2. Unique and precious components: The key component is a new active ingredient – Lancà ´me Rose stem cells – obtained through an exclusive biotechnological process. These rose cells are claimed to be capable of stimulating human dermal stem cells, which are found in the deepest layers of the skin, and play an essential role in the renewal of the fundamental layers of the dermis. In addition, the anti-ageing formula is delivered within a pearly pink cream-elixir, which changes its texture on application to melt into the skin. It is scented with notes of rose, bergamot, pink peppercorns, jasmine, freesia, woods and musk. 2.3. Extra â€Å"message petal† applicator: In addition to a superior anti-aging cream, there is a message petal applicator to motivate its benefits. Specially designed for a dual ritual, it features a black warm side to pick up and apply the elixir, and a golden cord side for smoothing and massaging the product in to skin. 2.4. Good distribution channels: From the successes in the first store in Ho Chi Minh City, up to now, Lancà ´me has been opened 6 stores (four stores in HCM city and two stores in Ha Noi) and have intended to open new store in Hai Phong. The market share in 2009 increased 3 times than 2 years ago. Lancà ´me store are located on well-known shopping centers such as Parkson, which are highly attractive and convenient for knowing and buying product. This factor is one of the most important factors that have assisted them to maintain their high market share in premium cosmetic market. 2. Weakness: 3.5. Small-scale targeted segment: Target only on Adults but not for Youngsters. Like some other products, Lancà ´me’s Absolue L’Extrait has target segment only of adults who have high standard not for youngsters who are the majority of Vietnam population 3.6. Pricing: The product is charged with the higher price in comparison with others in the same product line of our competitors. It is a result of unique and valued features of the product. 3. Opportunities: 4.7. Open market: The economy of Vietnam is growing rapidly and living standard of Vietnamese is improved very much. As a result, Vietnamese women will care more about their health as well as their beauty. They will spend more for skin-care products. It is an open market for Lancà ´me to develop their luxurious products. 4.8. Increasing targeted customers: The targeted customer of Lancà ´me is the upper class. As a result of development in economy and globalization, there are more and more the rich, who are willing to pay much for luxurious line of product, in Vietnam. 4.9. The development of distribution channel: * Parkson, the main distribution channel of Lancà ´me in Vietnam, is developing and becoming more and more popular here. It once succeeded in helping Lancà ´me increase their market share in some Asian countries, especially in China, where has some similarities in economy and society with Vietnam. * The development of the Internet makes it easier for customers to access to Lancà ´me’s website and find information about products. They also can buy products they want through the Internet conveniently and fast. 4. Threats: 5.10. Increasing competitors: More corporations with famous brands are entering Vietnam market with high-quality cosmetics that offer some but not all of benefits provided by Lancà ´me. Some of them have lower price in comparison with Lancà ´me’s Absolue L’Extrait. Beside these official competitive companies, the product also has to cope with another kind of competitor called â€Å"hang xach tay†, which provides cosmetic products from abroad with cheaper price and is very popular in Vietnam nowadays. 5.11. Effects of global economic crisis on Vietnam economy: The crisis on global economy has certain impacts on Vietnam. One of them is effects on people’s spending habit. Due to pressure on difficulties in economy, customers will buy fewer goods and they only buy necessary goods. As a result, luxury goods like Absolue L’extrait will not attract many people, even the rich. That will be a resistance to Lancà ´me’s revenue. IV. Market-Product Focus: This section describes the three- year marketing and product objectives for Lancà ´me’s Absolue L’Extrait Cream. It includes a description of our target markets and our product differentiation strategies. 1. Marketing and Product Objectives * Non-financial Objectives * Launch product by July 2012 – with distribution primarily in Parkson department. * Gain a 10% market share among existing anti- aging products. * Sell a minimum of 10,000 units in the first year, with at least 25% increase in sales in the next 2 consecutive years. * Financial Objectives * Generate at least $3.5 million in revenue during the first year. *Increase profit growth by at least 10% per year for the next 3 years. 2. Target Market For our product, we focus on targeting the end users, as these consumers make the decision to purchase. Our target market is professional women over the age of 30. These women are concerned with the signs of aging and trust Lancà ´me, as they believe Lancà ´me is devoted to quality skincare products. These professionals earn upper income and live in urban areas. They are buyers of fashionable clothing, premium products and shop in upscale department stores. 3. Product differentiation Product differentiation is the significant other half of product positioning: the two must work together to achieve success. Many manufacturers offer creams that are designed to reduce the sign of aging around the face. Thus, it is detrimental to the success of a product that it carries addition benefits and features that make it more attractive to the consumers than the industry alternatives. Absolue L’Extrait differentiates its self from its competitors through the advantages listed below: * Unique formula with our most powerful regenerating ingredient, Lancà ´me Rose Native Cells. * Well-research through 10 years. * Strong brand equity. * Easy to obtain through upscale department stores where our target customers usually go shopping. * Backing from strong parent company, L’Oreal Companies, Inc. V. Marketing Strategy: 1. Product Strategy: Our product strategy for Lancà ´me’s Absolue L’Extrait Cream is â€Å"Product differentiation†. Products designed by our competitors to reduce the signs of aging have over and over proved to be ineffective. With Lancà ´me’s Absolue L’Extrait Cream, we will change this notion. Women can experience Lancà ´me’s revolutionary skincare innovation and our most powerful regenerating ingredient, Lancà ´me Rose Native Cells. As described in the earlier Product Preview section, our star ingredient, Rose Stem Cells, is claimed to be capable of â€Å"stimulating human dermal stem cells†. The natural regenerating potential of plant stem cells and the self-renewal of the skin’s own dermal skin cells provide a double boost deep in the skin’s makeup, resulting in a smoother, more radiant and more youthful appearance. 2. Pricing Strategy: â€Å"Lancà ´me’s Absolue L’Extrait Cream is considered the most advanced product; it brings efficiency proportional to its value†, according to Youcef Nabi, president of Lancà ´me company. The suggested retail price for this product will be $385, the price that is slightly higher than our major competitors. The perceived benefits of our product are high with respect to the price, therefore Lancà ´me is taking on a value- pricing strategy. Figure 1 Price/Value Map for the Lancà ´me’s Absolue L’Extrait Cream As shown in Figure 1, our product is in the Fair Value Zone at the Premium point. We can use this value-pricing strategy based on certain conditions. First, the superior quality of our product and our brand, Lancà ´me, will support the higher price that our loyal customers will trust and buy this product. Second, our target customer, upper-class women, will care about the value rather than the cost of the product they purchase. Finally, competitors cannot be able to enter the market because of our unique formula in the cream, therefore they cannot undercut our price. By using this strategy, we believe we will be able to gain a considerable amount of market share. 3. Distribution Strategy: L’oreal Vietnam company is the main distributor of Lancà ´me in Vietnam. Our channel strategy is to use exclusive distribution, which enhances Lancà ´me’s image and allows higher markup. We focus on marketing the cream through our chain of Lancà ´me stores in Parkson department stores. Parkson has eight modern and successful department stores, 4 in Ho Chi Minh City, 2 in Hanoi, which are big cities of Vietnam with large proportion of high income people. Moreover, it is obvious that most of Vietnamese citizens perceive Parkson as a special location for shopping luxury, expensive and high quality goods, creating advantage for Lancà ´me to build strong brand in Vietnam and reach our target customers – upper class women.On the other hand, it is unfortunate that our company has not yet established Vietnamese official Lancà ´me website so we can’t serve customers direct purchase. 4. Marketing Communication Strategy: Our company will follow the concept of integrated marketing communications-blending the promotion tools into a coordinated promotion mix. 5.1. Advertising: Instead of using means like television or radio, we choose Magazine and LCD advertising as the main media vehicles. Regarding using magazine, the objective of our company is to take advantage of well-known, expensive magazines about beauty, whose readers are women aged average 27 years old. According to the recent research we have collected, the company decide to market through 3 famous magazines- Elle, Her World and Heritage Fashion: + Elle: a worldwide magazine of French origin with 140,000 readers over 20,000 publications in Vietnam. The age of reader is above 27, which is suitable for the company’s strategy. In this magazine, we will place our full-page advertisement about L’extrait cream in the fourth cover in order to take readers’ attention efficiently. + Her world: monthly special issues by Sun Media company who bought the rights transferred from Singapore Her World magazine .It is becoming more and more famous thanks to Vietnam’s Next Top Model contest. Our company will contract with Sun Media representative to launch our lasted product –Absolue L’extrait cream in the same position as we have in Elle magazine. + Heritage fashion: In-flight magazine for Vietnam Airlines .The purpose of ours in marketing in this kind of magazine is to reach female customers in domestic flight of Vietnam Airlines. To avoid missing key customers who don’t have time to read magazines as Elle and Her World, Heritage Fashion is an ideal choice to introduce to them our new product when they spend time to relax during their flights. *Months of publication: February, April, June, August, October, December. In addition, we plan to use LCD advertising in our marketing strategy. The video of product will appear on LCD screens of Parkson department stores, which are placed in elevators or the halls. The customers will passively access to our product without purpose. This method is more effective than Television advertising. 5.2. Direct Marketing: +Website: along with working with Elle in marketing in magazine, we also like to put banners about the product at the corner of the main website of Elle: http://www.elle.vn/ and Parkson: http://parkson.com.vn, which will lead the customers directly to our company Facebook page providing detailed product‘s information. Absolue L’extrait‘s features and price will be updated in Parkson website as well. Furthermore, the company will put the news of Absolue L’extrait in the front page in our Website so that our loyal, potential and first- time customers can easily approach to the product. +Online Social networks: Facebook is the best choice for online marketing in Vietnam because most of Vietnamese internet users have one or more Facebook account while Twitter seems to be ignored here for some reasons. Therefore, our company will place the introduction of Absolue L’extrait as special event on Facebook page and update as well as answer the questions about this product. 5.3. Sales Promotion: +Displays and demonstration: We will send each of our retail stores large color advertisement to display in the stores as well as small brochures explaining our product and its feature in Vietnamese. The display needs to emphasize that Absolue L’extrait cream is the most innovative and luxury product of Lancà ´me. +Sample: Another method is that samples will be available to consumers, this is a great way to â€Å"try before you buy†. Sampling develops a loyal consumer because the customer will only return to purchase the product if she genuinely liked it. Our company will give limited number of samples to customers who purchased over 3 million Vietnam dong. The sample will begin to be handed to consumer 1 month before the introduction of the product. 5.4. Personal selling: The company will provide salespeople about detailed information of the product such as superior features and advantages to give the useful advice to customers. Besides, since Lancà ´me entered Vietnam market in 2006, the brand has had substantial amount of loyal customers who have strong belief in our product. Lancà ´me salespeople are also well trained to build and maintain close relationship with those ones. These sale consultants will contact with the potential customers about the presence of the latest product- Absolue L’extrait anti- aging cream . Their interpersonal communication skills help them to deliver a clear, concise and consistent message to your prospects about the product and give the reasons why they should purchase it, basing on the salespeople’s understanding about them. Counter salespeople need to gather customer information and follow up with the each customer 3 days after the samples are given to insure effectiveness otherwise its money down the drain. 5. Marketing Organization: Marketing organization will reveal the overall outlook about how the marketing campaign operates and how it gains success. Ms. Sonia Chiu, the chief marketing officer at Asian Region, is in charge of planning and designing a general marketing strategies and handing it over to the subordinators within the supervision. * Marketing development and project manager, one of the sub-division of marketing organization, will work in collaboration with the advertising agency with whom they develop the advertising material for the launch (3 main magazines: Her world, Heritage fashion, Elle). This division also work with the packaging design agency, press relations and internal communications staff. * Regional manager are responsible for the sales targets set by the Group, pursue the sales promotion and need to have the capacity to analysis your results so as to allow you to imagine and to conceive corrective operational strategies when required. * Store marketing manager investigate any and every alternative distribution network opportunity (street merchants, Internet, etc.) and work on negotiations, for example about the promotional campaigns delivered through distributing brand stores. * Distributing manager is one subordinator who carries out the logistics and distribution of new- launched product through the only retailer channel – Parkson. This division will take action under the leading of store manager. VI. Action Programs: The company decide to launch Absolue L’extrait in July 4th, 2012. Following are summaries of the action programs we will implement in six next months since this June 4th, 2012 to achieve our stated objectives. June. Pre-launch action month: From June 4th, 2012. The campaign will officially begin in all 6 Lancà ´me stores in Parkson’s malls. The Vietnam L’oreal company will send representatives to each one to help decorating with the image of Absolue L’extrait appearing in the stores. The leaflets are going to be placed in cash desk. These actions are to be implemented early in order to attract the customers ‘curiosity. We also want to initiate the method â€Å"try before you buy† to our customers, therefore, the samples will be sent to V.I.P and customers with above 3 million product bill until the end of June. Counter salespeople need to gather customer information and follow up with the each customer 3 days after the sample was given to insure effectiveness. Moreover, our training staff will work with sales personnel at 6 shops to explain superior features as well as advantages of the cream. On Facebook, we will set July 4th as important event and provide the product’s information. We plan to write an article introducing new anti-aging cream of Lancà ´me -Absolue L’extrait and publish it on double page spread of Elle, Her World and Heritage Fashion with detailed information.Every LCD screens in each Parkson department stores will run video of Absolue L’extrait. July. Launch month: The program of handing samples need to be ended.The product will be put at an eye catching position in the stores and the Absolue L’extrait banner must be placed in front of each shop in order to attract customers passing by. The salespeople will begin to contact to their loyal customers through phone, e-mail or a close conversation. They will try to remind consumers entering store about the appearance of the product. Advertisement will be put in the fourth cover in Elle and Her World magazine. On the main page of Elle’s website, the product’s banner will appear once people access and lead them to our Facebook page. August. The company will register to do marketing in Heritage Fashion magazine with the same position as in those 2 magazines to target business women who usually get flights and V.I.P of Vietnam Airline that usually receive this magazine. September. In this month, because the Heritage Fashion will not be published, we will continue with August strategy. The comments of customers after using Absolue L’extrait will be posted on the Facebook. October. Salespeople continue to ensure the efficiency of the product by contacting with their customers. Advertisement on magazines still goes on following to the schedule and with publication of Heritage Fashion in this month. November. Advertisement campaign will continue as September. The results of customer satisfaction surveys and feedbacks will be analyzed carefully. We will begin to collect the reply from the customers and readers of 3 magazines about the campaign to get improvement for the next marketing activities. VII. Budget ( in one year from 7/2012 to 7/2013 ) By setting objective aimed at unit sale per year is 10,000, total first year sales revenue for Lancà ´me in Vietnam is projected at $3.5 million, with a selling price of $350 per unit (without VAT), and variable cost of $300 per unit (the cost included importing tax ). The first year profit are anticipated approximately $237,400. Break-even calculation indicates that Lancà ´me’s Absolue L’Extrait Cream will become profitable after the sale volume exceeds 5,252 units in this year. The break even analysis of Lancà ´me’s Absolue L’Extrait Cream assumes that revenue in this year is $3.5 million, variable cost per unit is $300, and the estimated fixed costs is $262,600. Based on these assumptions, the break-even sale volume is: $262,600à ·$350-$300=5,252 units Breakeven sales: 5,252 Ãâ€"$350 =$1,838,200 Note : †¢ Total Fix cost = $262,600 +Cost for rent and freight cost: $35,000 +Advertising: $90,200 +Direct Marketing: $42,000 +Sale promotion: $61,800 +Personal selling: $33,600 †¢ Variable cost: $300 per unit (included import tax) †¢ Selling Price: $350 per unit (not included VAT) VIII. Controls Through this marketing plan, our corporate goals have been projected and our methods for achieving these goals have been defined. To guarantee success, the company needs to re-evaluate the progress towards these goals in each quarter to determine if our marketing plan is working properly and profitably. If it appears that we are not meeting our goals each quarter, we will need to analyze our marketing plan and make adjustments. Source Background information and market data adapted from: http://stylist.vn/tin-tuc-lam-dep/lancome-sap-sua-ra-mat-dong-kem-duong-ky-dieu.html http://www.phunuonline.com.vn/thoitrang-lamdep/2009/Pages/Lancome-ky-niem-3-nam-hien-dien-tai-Viet-Nam.aspx http://www2.lancome.com/_en/_ww/index.aspx http://www.parkson.com.vn/vi/taxonomy/term/20 http://duhoc.dantri.com.vn/c23/s156-62983/estee-lauder-muon-chinh-phuc-viet-nam.htm http://www.esteelauder.com.vn/?q=website_admin%2Fevents&menu=316|339| http://www.ytuong.com.vn/?module=detail&pid=3&id=253 http://www.lantabrand.com/cat3news3023.html http://www.clinique.vn/?q=website_admin%2Fnode%2F14%2F&menu=133

Friedrich St.Florian, About the WWII Memorial Designer

Friedrich St.Florian, About the WWII Memorial Designer Friedrich St.Florian (born December 21, 1932 in Graz, Austria) is widely known for only one work, the National World War II Memorial. His influence on American architecture is mainly from his teaching, first at Columbia University in 1963, and then a lifetime career at the Rhode Island School of Design (RISD) in Providence, Rhode Island. St.Florians long teaching career places him at the head of the class for mentoring student architects. He is often called a Rhode Island architect, although this is an over-simplification of his world vision.  Settling in the United States in 1967 and a naturalized citizen since 1973, St.Florian has been called a visionary and theoretical architect for his futuristic drawings. St. Florians approach to design melds the theoretical (philosophical) with the practical (pragmatic). He believes that one must explore the philosophical background, define the problem, and then resolve the problem with a timeless design. His design philosophy includes this statement: We approach architectural design as a process that begins with exploration of philosophical underpinnings leading to concept ideas that will be subjected to vigorous testing. To us, how a problem is defined is critical to its resolution. Architectural design is the process of distillation that purifies the confluence of circumstances and ideals. We deal with pragmatic as well as fundamental concerns. In the end, the proposed design solutions are expected to reach beyond utilitarian considerations and stand as an artistic statement of timeless value. St.Florian (who leaves no space within his last name) earned a Masters Degree in Architecture (1958) at Technische Universadad in Graz, Austria, before receiving a Fullbright to study in the U.S. In 1962 he earned a Master of Science Degree in Architecture from Columbia University in New York City, and then headed to New England. While at RISD, he received a Fellowship to study at the Massachusetts Institute of Technology (MIT) in Cambridge, Massachusetts from 1970 until 1976, becoming a licensed architect in 1974. St.Florian established Friedrich St.Florian Architects in Providence, Rhode Island in 1978. Principal Works St.Florians projects, like most architects, fall into at least two categories - works that got built and those that didnt. In Washington, D.C., the 2004 World War II Memorial (1997-2004) stands center stage on the National Mall, in site of the Lincoln Memorial and the Washington Monument. Closer to his own hometown, one finds many projects in and around Providence, Rhode Island, including the Sky Bridge (2000), the Pratt Hill Town Houses (2005), the House on College Hill (2009), and his own home, the St.Florian Residence, completed in 1989. Many, many architects (most architects) have design plans that are never built. Sometimes they are competition entries that dont win, and sometimes they are theoretical buildings or architecture of the mind - sketches of what if? Some of St.Florians unbuilt designs include the 1972 Georges Pompidour Centre for the Visual Arts, Paris, France (Second Prize with Raimund Abraham); the 1990 Matthson Public Library, Chicago, Illinois (Honorable Mention with Peter Twombly); the 2000 Monument to the Third Millennium; the 2001 National Opera House, Oslo, Norway (compare with the completed Oslo Opera House by the Norwegian architecture firm Snà ¸hetta); the 2008 Vertical Mechanical Parking; and the 2008 House of Arts and Culture (HAC), Beirut, Lebanon. About Theoretical Architecture All design is theoretical until actually built. Every invention was previously just a theory of a working thing, including flying machines, super tall buildings, and homes that use no energy. Many if not all theoretical architects believe that their projects are viable solutions to problems and can (and should) be built. Theoretical architecture is design and building of the mind - on paper, a verbalization, a rendering, a sketch. Some of St.Florians early theoretical works are part of the Museum of Modern Arts (MoMAs) permanent Exhibitions Collections in New York City: 1966, Vertical City: a 300-story cylindrical city designed to take advantage of sunlight above the clouds - The regions beyond the clouds were designated for those most in need of light- hospitals, schools, and the elderly - which could be continually provided by solar technology. 1968, New York Birdcage-Imaginary Architecture: spaces that become real and active only when in use; As in solid, earthbound architecture, each room is a dimensional space, with a floor, a ceiling, and walls, but it has no physical structure; existing only when drawn by the moving airplane, it depends entirely upon the airplanes presence and on the pilots and air-traffic controllers consciousness of designated coordinates. 1974, Himmelbelt: a four-poster bed (a Himmelbelt), set upon a polished stone foundation and beneath a heavenly projection; described as the juxtaposition between real physical space and the imaginary realm of dreams Fast Facts About the WWII Memorial Friedrich St.Florians winning design balances classical and modernist styles of architecture... states the National Park Service website, and celebrates the victory of the greatest generation. Dedicated: May 29, 2004Location: Washington, D.C. Constitution Gardens area of the National Mall, in the vicinity of the Vietnam Veterans Memorial and the Korean War Veterans MemorialConstruction Materials:  Ã‚  Ã‚  Ã‚  Granite - approximately 17,000 individual stones from South Carolina, Georgia, Brazil, North Carolina, and California  Ã‚  Ã‚  Ã‚  Bronze sculpting  Ã‚  Ã‚  Ã‚  Stainless steel starsSymbolism of Stars: 4,048 gold stars, each symbolize 100 American military dead and missing, representing more than 400,000 of the 16 million who servedSymbolism of Granite Columns: 56 individual pillars, each represent a state or territory of the U.S. during World War II; each pillar has two wreaths, a wheat wreath representing agriculture and an oak wreath symbolizing industry Sources Elements of the Vertical City by Bevin Cline and Tina di Carlo from The Changing of the Avant-Garde: Visionary Architectural Drawings from the Howard Gilman Collection, Terence Riley, ed., New York: The Museum of Modern Art, 2002, p. 68 (online accessed November 26, 2012).Birdcage by Bevin Cline from Envisioning Architecture: Drawings from The Museum of Modern Art, Matilda McQuaid, ed., New York: The Museum of Modern Art, 2002, p. 154 (online accessed November 26, 2012).Himmelbelt by Bevin Cline and Tina di Carlo from The Changing of the Avant-Garde: Visionary Architectural Drawings from the Howard Gilman Collection, Terence Riley, ed., New York: The Museum of Modern Art, 2002, p. 127 (online accessed November 26, 2012).Frequently Asked Questions, History Culture, National Park Service Website. NPS website accessed November 18, 2012Rhode Island School of Design (RISD) Faculty Profile and Curriculum Vitae (PDF), accessed November 18, 2012; Design philosophy from www.fstflorian.com/ph ilosophy.html, accessed November 26, 2012. Getty Images from Mark Wilson and Chip Somodevilla; Library of Congress aerial image by Carol M. Highsmith

Alderfers modified need hierarchy model Essay Example

Alderfers modified need hierarchy model Essay Example Alderfers modified need hierarchy model Paper Alderfers modified need hierarchy model Paper This model condenses Maslows five levels of needs into only three levels based on the core needs of existence, relatedness and growth. Existence needs are concerned with sustaining human existence and survival, and cover physiological and safety needs of a material nature. Relatedness needs are concerned with relationships to the social environment, and cover love or belonging, affiliation, and meaningful interpersonal relationships of safety or esteem nature. Growth needs are consist of the development of potential, and cover self-esteem and self-actualisation. Alderfer proposed a number of basic propositions relating to the three need relationships. Some of these propositions followed Maslows theory, some were the reverse of the theory. Like Maslow, Alderfer suggests that individuals progress through the hierarchy from existence needs, to relatedness needs, to growth needs, as the lower-level needs become satisfied. However, Alderfer suggests these needs are more a continuum than hierarchical level. More than one need may be activated at the same time. Individuals may also progress down the hierarchy. Unlike Masolws theory, the results of Alderfers work suggest that lower-level needs do not have to be satisfied before a higher-level need emerges as a motivating influence. ERG theory states that an individual is motivated to satisfy one or more basic sets of needs. Therefore if a persons needs at a particular level are blocked then attention should be focused on the satisfaction of needs at the other levels. For example, if a subordinates growth needs are blocked because the job does not allow sufficient opportunity for personal development, then the manager should attempt to provide greater opportunities for the subordinate to satisfy existence and relatedness needs. Herzbergs two-factor theory Herzberg extended the work of Maslow and developed a specific content theory of work motivation. He used the critical incident method of obtaining data for analysis. There are two questions been asked in the study. (1) when did you feel particularly good about your job-what turned you on; (2) when did you feel exceptionally bad about you job-what turned you off? Herzberg concluded that job satisfiers are related to job content and that job dissatisfiers are allied to job context. Herzberg labeled satisfiers motivators, and he called the dissatisfiers hygiene factors. This theory is Herzbergs two-factor theory of motivation. Herzbergs original study consisted of interviews with 203 accountants and engineers, chosen because of their growing importance in the business world, from different industries in the Pittsburgh. Responses obtained from this critical incident method were interesting and fairly consistent. Reported good feelings were generally associated with job experiences and job content. An example was the accounting supervisor who felt good about given the job of installing new computer equipment. He took pride in his work and was gratified to know that the new equipment made a big difference in the overall functioning of his department. Reported bad feeling, on the other hand, were generally associated with the surrounding or peripheral aspects of the job-the job context. An example of these feeling was related by an engineer whose first job was to keep tabulation sheets and manage the office when the boss was gone. It turned out that his boss was always too busy to train him and became annoyed when he tried to ask questions. The engineer said that he was frustrated in this job context and that he felt like a flunky in a deaf-end job. The motivation-hygiene theory has extended Maslows hierarchy of need theory and is more directly applicable to the work situation. Herzbergs theory suggests that if management is to provide positive motivation then attention must be given not only to hygiene factors, but also to the motivating factors. The work of Herzberg indicates that it is more likely good performance leads to job satisfaction rather than the reverse.

Case study of the Image Cafe

Case study of the Image Cafe Image Cafà © was founded by Clarence Wooten in 1998. Prior to that he was also a founded of Envision Designs while he was an undergraduate in 1991 and Metamorphosis Studios in 1994 with co-founder Andre Forde. However, the three company did not really last long. In 1998, Metamorphosis Studios had sold to Medisolv, Inc and Image Cafà © was acquired by Network Solution after sever months of market launch (Clarence Wooten, Jr., 2005). About Clarence Wooten, Jr. Clarence Wooten had a big dream since childhood. His dream is to get rich someday. His childhood hobby was playing with computer games. He was so obsessed with computer that his parents banned him at the age of 14 (Kathryn F, Spinelli, 2004: 33-40). At the age of 18, he attended college to study architecture in Catonsville Community College. During that time he believes that by taking up architecture courses can satisfy his creative instincts. In the early 1990s, many professional architects went back to school to upgrade them selves due to the recession. At that point of time, he manages to learn from the senior architects. After the first two failure of his business, he realised that he did not really understand anything about finance after he read the stories from Fred Smith, Reginald Lewis and Bill Gates. This had inspired him to upgrade himself with a business administration and finance. In 1998, he was graduated with B.S. in Business Administration from Johns Hopkins University (Kathryn F, Spinelli, 2004: 33-40). Clarence Wooten, Jr. Venture Spirit Clarence Wooten started Envision Design which was his first business while he enrolled for Catonsville Community College. The type of service he was offering was using form and cardboard to model out a proposed building. The company did not perform well during that time and eventually closed down (Kathryn F, Spinelli, 2004: 33-40). In 1994, Clarence Wooten started his second company Metamorphosis Studios with his co-founded Andre Forde by focusing on spec ial effects and multimedia presentations. Their first customer is Bingwa, an educational software company. However, Bingwa require Metamorphosis Studios to relocate to Princeton, New Jersey and worked for Bingwa. After a thought Clarence Wooten and Andre Forde turned down the offer as they know they are heading for something big (Kathryn F, Spinelli, 2004: 33-40). Metamorphosis Studios was not a successful project too, in 1998 Metamorphosis Studios was acquired by MediSolv, Inc (Clarence Wooten, Jr., 2005). In early 1998, Clarence Wooten started his third company Image Cafà ©. Back in 1995, internet service began to grow. Many companies had started to create their own companies website in order to promote their products and services over the World Wide Web. However, during that time, many companies do not have their own expertise to create a website. Clarence Wooten knew that this is an opportunity and started Image Cafà © to help companies by design their website to promote their products and services over the web (Kathryn F, Spinelli, 2004: 33-40). At the start of Image Cafà ©, Clarence Wooten went around to search for capital in order to start his business. What Clarence Wooten wants was $300,000 capital based on $3 million valuation. In total he received $110,000 from 10 different investors. Image Cafà © website was ready to launch after four month of preparation. However, at that point of time, Clarence Wooten had utilised the cash during the launch. He went back to the existing investors to ask for additional $150,000 in form of bridge loan. This time, Clarence Wooten expects to raise $3million at $10 million valuation (Kathryn F, Spinelli, 2004: 33-40).

Media Literacy Essay Example | Topics and Well Written Essays - 1000 words

Media Literacy - Essay Example The article under study is a news article taken from the Daily Star February 12, 2007 issue which is entitled â€Å"The Jet Seat that Spots Terrorists.† There are different points that can be considered essential in the analysis of the article such as the motive of the writer, the credibility of the story and the target audience from whom a reaction and empathy is expected. One of the main points that can be considered evident in the story is the importance given to the effects of the issue related to terrorism. In the title, the word â€Å"terrorists† can obviously be viewed and catch attention. Due to the use of the issue against terrorism, the article can be perceived to present propaganda on the capability of the technology being introduced and presented which is either related to the jet seat feature, the airline company or the cooperation of the airline industry in the fight for terrorism. The latter reason being related to the fact that airlines are commonly the main tool of the terrorists in posing threat to the safety of the population. Another feature of the story is the attractive description of the capabilities of the technology being applied. This can catch the interest and attention of the population since high level technology with prototype features can almost be considered as a fiction and fantasy turned reality for the members of the public. If an ordinary citizen or even a person with a high level of interest in technology would read the news, the first reaction would probably be an expression of excitement due to the continuous development of technology and even a sense of satisfaction since safety can be improved if a need for air travel is undertaken. The features of the said technology is stressed including the sensitivity to movement and sound with less limitation in terms of sensitivity in capturing possible hints of terrorism and other crimes. The exploration of the importance

Flannery Oconnor's a good man is hard to find Essay

Flannery Oconnor's a good man is hard to find - Essay Example After the cat jumped on Baileys shoulder and caused the car to wreck, the grandmother was scared of Baileys reaction. She was relieved to see the other car coming at first. Upon recognizing the Misfit, the grandmother blurted out who he was. If she would have not recognized him, maybe the men would have just stole the car. Maybe they would have fixed the car and had the family take them somewhere. However once the grandmother said the Misfits name, she signed their death warrants. When Bailey said the nasty phrase that made his mother cry, he knew that they would all be killed. The Misfit and the grandmother had a conversation as his friends were killing her family in the woods. In some ways the Misfit heard the grandmother and vice versa unlike their respective friends and families. The grandmother was trying to relate to the Misfit by insisting he must be a good man. The Misfit was trying to explain that he was not a good man. The grandmothers words are what condemned her to death. The grandmother was trying to conform the Misfit into her idea of a good man. The Misfit was not that man. In many ways the Misfit was more honest than the grandmother. He knew who he was; a thief, killer, and reprobate. The grandmother had lived a hypocritical life. Her goal was to be seen as a lady, when in reality she was not. She lied, manipulated, and twisted her son daily. The Misfit knew this. "She would of been a good woman," The Misfit said, "if it had been somebody there to shoot her every minute of her life." The violence is what made her real. In this way she was just like the Misfit. The violence made him

Little Big Man Movie Review Example | Topics and Well Written Essays - 750 words

Little Big Man - Movie Review Example The movie contains some uncertainty. The character, Younger Bear’s search for success goes to the extent of making him a warrior who is contrary. The Younger Bear is a warrior who does everything in reverse except when he is battling. The contrary warrior dries his body with water after washing himself with dirt. He also rides his horse rearwards. The portrayal of the warrior as a contrarian depicts the need for people to be unique from the rest of the population. This contrarianism depicts the Younger Bear as one of the most fundamental component of the community. This duty makes the warrior perform every action in a different way than what is inevitable. In my opinion, the contrary warrior wishes to be different from other people. The different behavior and the way of acting by the contrast warrior defy the norms in the society. This contradiction makes an observer feel like the Younger Bear’s society traditions are imprudent. Nonetheless, the contrary warrior has a responsibility of teaching others. He depicts the wrongs involved in doing things in a manner that is usual. Additionally, he illustrates how to do ordinary things in a way that is wrong. The contrary warrior also dresses in a different way from other people in the community. This is, time and again, improper or unusually extreme to dressing that is ordinary. For an individual to comprehend the community’s characteristics, he or she has to understand the essential role played by the contrary warrior. The two spirit man, who contains the spirit of a man and a woman, is highly respected by the members of the tribe. The indigenous people have an enlightened view of the two spirit man. The portrayal of the two spirit man depicts him as containing two spirits that occupy his sole body. The two spirit man’s way of dressing that contains a mixture of male and female elements depict the active task he has in the community. In my

Task Motivated Leadership Assignment Example | Topics and Well Written Essays - 750 words

Task Motivated Leadership - Assignment Example According to Kinicki & Kreitner (2011), the concept of task motivated leadership approach usually emphasizes the organizational roles and responsibilities. This assumption also ensures the proper structure of an organization, which can ensure minimization of the problems being faced within an organization. The task motivated leadership approach usually applies in order to reduce the degree of uncertainty in a particular society. This approach also provides a significant direction with clarity, helping an organization to establish identification in a meaningful manner. The task motivated leadership approach is correspondingly used to establish distinctive properties with the coordination of several small parts in the short-run by organizations. Contextually, it has been identified that several mutual interactions usually involve in a systematic approach, following the Task motivated leadership style, in order to accomplish the objective of an organization (Kinicki & Kreitner, 2011). The other leadership style described by Kinicki & Kreitner (2011), i.e. the relationship-motivation leadership approach, usually concentrates on the sustainability needs of an organization more than the task-oriented profitability needs. Based on the sustainability notion, this approach pays due significance towards sufficing the requirement of the employees in an organization. Leaders following this particular leadership style are observed to be much concerned about preserving employee satisfaction, considering the value based notion that employees are the most critical resources of the organization. The relationship-motivation leadership approach herewith focuses on the aspects of power distribution within an organization.  

Strategic Marketing Assignment Example | Topics and Well Written Essays - 2250 words

Strategic Marketing - Assignment Example (Zeithaml & Bitner, 2004; Daly, 2004). We Classification of industries or businesses facilitate some generalizations about appropriate marketing strategies for each classified group. The service sector has multiple varieties of businesses ranging from airlines, telecommunications to professional services to even one person businesses such as body masseurs. This multiplicity makes categorizations of services more tedious than physical goods (Samiee, 1999). Lovelock and Yip (1996) classified services into various groups. One important grouping was - People Processing Services: These services necessitate the customer's presence while the service is being provided. Most of such services are aimed or applied to people and so their presence is essential. In order to buy, use and appreciate these services customers must be ready to spend time, co-operating with the service operation (Lovelock, Vandermerwe & Lewis, 1996). Typical examples of such services are medical services, passenger tran sport, hotels, fitness centers and beauticians. It is the marketing of these services which is radically different from marketing of physical products. The focus of this paper is the marketing efforts of one such service viz.Hotel services. We have chosen Marriott Hotel's marketing efforts and examine them for their focus and propriety. The entire paper has theoretical support covering various aspects of service marketing. Peculiarities of Services A service is an activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything.Kotler (2000) demonstrates that in the goods continuum the distinction between products and services is far from clear as one traverses from tangibility to intangibility. The lack of distinction is particularly prominent mid way through this continuum where tangibility and intangibility may gel indistinguishably. However the fact remains that the tangibility dimension of the offering is a critical distinction and can identify a service offering. For instance, in a hotel stay once the stay has been completed nothing tangible is left with customer for preservation except experience, hence hotel stay is a typical person processing service offering. Such an offering may have tangible dimensions to it like the complementary food and products; however it may be seen that most of these are 'consumed' and do not survive the stay. Even if so me tangible offering e.g. souvenirs etc does survive the hotel stay; it does not emanate from the main service but is only incidental to the service offering. On the whole the services retain their intangible and perishable characters in most offerings. Chief characteristics associated with services can be stated as below: Intangibility - Services are not physical. They can neither be possessed nor seen or felt. The tangible indicators of service are few, if any, and they are not good enough indicators to reduce consumer uncertainty. This increases the work of service marketers who must diligently determine how to effectively communicate the service process and the final outcome the

Little Big Man Movie Review Example | Topics and Well Written Essays - 750 words

Little Big Man - Movie Review Example The movie contains some uncertainty. The character, Younger Bear’s search for success goes to the extent of making him a warrior who is contrary. The Younger Bear is a warrior who does everything in reverse except when he is battling. The contrary warrior dries his body with water after washing himself with dirt. He also rides his horse rearwards. The portrayal of the warrior as a contrarian depicts the need for people to be unique from the rest of the population. This contrarianism depicts the Younger Bear as one of the most fundamental component of the community. This duty makes the warrior perform every action in a different way than what is inevitable. In my opinion, the contrary warrior wishes to be different from other people. The different behavior and the way of acting by the contrast warrior defy the norms in the society. This contradiction makes an observer feel like the Younger Bear’s society traditions are imprudent. Nonetheless, the contrary warrior has a responsibility of teaching others. He depicts the wrongs involved in doing things in a manner that is usual. Additionally, he illustrates how to do ordinary things in a way that is wrong. The contrary warrior also dresses in a different way from other people in the community. This is, time and again, improper or unusually extreme to dressing that is ordinary. For an individual to comprehend the community’s characteristics, he or she has to understand the essential role played by the contrary warrior. The two spirit man, who contains the spirit of a man and a woman, is highly respected by the members of the tribe. The indigenous people have an enlightened view of the two spirit man. The portrayal of the two spirit man depicts him as containing two spirits that occupy his sole body. The two spirit man’s way of dressing that contains a mixture of male and female elements depict the active task he has in the community. In my

Strategic Marketing Assignment Example | Topics and Well Written Essays - 2250 words

Strategic Marketing - Assignment Example (Zeithaml & Bitner, 2004; Daly, 2004). We Classification of industries or businesses facilitate some generalizations about appropriate marketing strategies for each classified group. The service sector has multiple varieties of businesses ranging from airlines, telecommunications to professional services to even one person businesses such as body masseurs. This multiplicity makes categorizations of services more tedious than physical goods (Samiee, 1999). Lovelock and Yip (1996) classified services into various groups. One important grouping was - People Processing Services: These services necessitate the customer's presence while the service is being provided. Most of such services are aimed or applied to people and so their presence is essential. In order to buy, use and appreciate these services customers must be ready to spend time, co-operating with the service operation (Lovelock, Vandermerwe & Lewis, 1996). Typical examples of such services are medical services, passenger tran sport, hotels, fitness centers and beauticians. It is the marketing of these services which is radically different from marketing of physical products. The focus of this paper is the marketing efforts of one such service viz.Hotel services. We have chosen Marriott Hotel's marketing efforts and examine them for their focus and propriety. The entire paper has theoretical support covering various aspects of service marketing. Peculiarities of Services A service is an activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything.Kotler (2000) demonstrates that in the goods continuum the distinction between products and services is far from clear as one traverses from tangibility to intangibility. The lack of distinction is particularly prominent mid way through this continuum where tangibility and intangibility may gel indistinguishably. However the fact remains that the tangibility dimension of the offering is a critical distinction and can identify a service offering. For instance, in a hotel stay once the stay has been completed nothing tangible is left with customer for preservation except experience, hence hotel stay is a typical person processing service offering. Such an offering may have tangible dimensions to it like the complementary food and products; however it may be seen that most of these are 'consumed' and do not survive the stay. Even if so me tangible offering e.g. souvenirs etc does survive the hotel stay; it does not emanate from the main service but is only incidental to the service offering. On the whole the services retain their intangible and perishable characters in most offerings. Chief characteristics associated with services can be stated as below: Intangibility - Services are not physical. They can neither be possessed nor seen or felt. The tangible indicators of service are few, if any, and they are not good enough indicators to reduce consumer uncertainty. This increases the work of service marketers who must diligently determine how to effectively communicate the service process and the final outcome the