Marketing strategy for CourierPlease

Question: Depict about the Marketing technique for CourierPlease? Answer: Evaluation 1 Foundation Information of Client and administration CourierPlease, a part of SingPost bunch in Australia, is filling in as a main conveyance administration in Australia and offers its types of assistance in everywhere throughout the nation. CourierPlease was propelled in 1983. This dispatch administration is spent significant time in conveyance in metropolitan urban communities. At present, the messenger administration of CourierPlease is offering its types of assistance across the country in Adeldia, Bendigo, Brisbane, Canberra, Carrum Downs Central Coast/New Castle, Geelong, gold Coast, Melbourne, Sydney and Toowoomba. It has 550 franchisees present in all over Australia, almost 40,000 clients are getting to the administration of CourierPlease and about 10 million packages are getting conveyed in one year(Courier Please: About Us, 2015). Examination on the administration Dispatch administration is a sort of administration which is utilized by the clients to convey their bundles starting with one spot then onto the next spot. These bundle correspondence can be inside the city, between two urban areas of same state, between two urban communities of various states or between two nations. Messenger administration gives the office of imparting any sort of bundle, similar to any measure and any weight. Messenger administration even aides in imparting the letters. In the event that we talk about CourierPlease, it helps in conveying each kind of item. There are different contenders of CourierPlease present in Australia. The principle contenders are Fast Courier, DHL, TNT, Truck It, and My US and entomb package. The hardest contender of Courier Please is DHL(MSI, 2012). DHL is really a global dispatch specialist co-op which offers its types of assistance in everywhere throughout the world. DHL is celebrated for its protected and brisk services(Judd, 1987). Ot her messenger organizations are likewise giving the best administrations. Subsequently, there is a high rivalry in the market for CourierPlease. Normal for the Services There are different brands of CourierPlease present in the market. Ezy Technology helps the clients in following and despatching of their dispatch, Ezy Net gives the office of booking on the web from the online entry, Ezy Freight is an online despatch framework where the clients produce the information as indicated by their necessities and prerequisites. Ezy Quote gives the office to the clients in finding the costs as indicated by the size, weight and the goal of the bundle. Ezy Plan gives the office to make a month to month plan for the client as per their prerequisites. As a matter of fact, this office gives a chance to set aside cash. Therefore, the above brands are advanced by CourierPlease in the market. On the off chance that we see CourierPlease, it offers different creative types of assistance to the shoppers like Ezy Plan which gives the office of tie up(Courier Please: About Us, 2015). Customers can check the costs on the web and so forth. In the event that we talk about t he quality, CourierPlease gives the best assistance as far as security, and precisely, and on time conveyance of the bundle. The administrations of the CourierPlease are structured well and it utilizes the innovation like web so impeccably, that everybody thinks that its extremely simple to utilize the administrations of CourierPlease. The administrations of CourierPlease are accessible in different ranges so the clients can pick the administration as indicated by their necessities and prerequisites. CourierPlease puts stock in giving the reliable conveyance as focused on the buyers. Valuing Variables On the off chance that evaluating factors of this dispatch administration are thought of, it gives a wide scope of costs to the buyers as indicated by the offices. Customers can even picked the administration as indicated by their necessities and prerequisites however the shoppers need to address the costs of administrations at the hour of booking (Sharma, 2005). There is an office with respect to the estimating that the customer can looked over, i.e., regardless of whether the sender or the collector is going to pay for administrations. CourierPlease additionally gives different unique proposals on certain events and celebrations. It gives the proposals to its exceptional clients additionally to draw in more clients. Market Details The market for this dispatch administration can be sectioned into three fragments, household portion, exceptional events and business fragment. In the above sections, business portion is the most significant fragment of the market. Local fragment is identified with the local market. This market really covers the general needs of the messenger administration for household reason. Now and then individuals need to send the package to their family members or companions. Consequently, the local market covers this kind of market(Kotler, 2010). Infrequent market is really identified with the dispatch administration required on the events like relationships, birthday events and commemoration. Individuals send solicitations, blessings or desserts to others by means of dispatch. Business fragment, as portrayed above, is the most advantageous section in the market. This fragment is really identified with the business related packages. It incorporates the tie-up with the organizations for impart ing their packages. Today, web based business can likewise be a market fragment for the dispatch administrations. Online business site really conveys the item to their clients. Consequently, they can utilize the messenger administration to satisfy these reasons. Advertising strategies The advertising of the messenger administration incorporates both business to business showcasing just as the business to buyer promoting. For pulling in the organizations or web based business portion, to utilize the messenger administration, business to business promoting will be performed, while for drawing in the local or infrequent market section, direct showcasing of the dispatch administration will be utilized. For business to business promoting, an appropriate introduction about the dispatch administration of CourierPlease ought to be readied which will incorporate the administrations, offers, accomplishments and different subtleties. These subtleties ought to be overseen in an appropriate organization with the goal that the organizations can comprehend everything very clearly(Bordan, 1965). The introduction ought to be founded on genuine information. For different purposes the web advertising will be the earlier alternative. Advertising, via web-based networking media sites, SEO and the email promoting ought to be utilized for speaking with the individuals. Different methods of showcasing will be the selling, magazine and paper commercials, hoardings and layouts dissemination. All the above advertising techniques ought to be very much organized in an oversaw manner for the best outcomes. Circulation Channels For the most part, the dissemination channel of the dispatch administration is extremely intricate. Same is on account of CourierPlease. The conveyance channel of the CourierPlease incorporates different advances like booking, accepting the item to be conveyed and the conveyance of the item securely. For booking of the item to be conveyed, CourierPlease utilizes the franchisees just as the web. Clients can book both at the workplace just as the internet(Aze, 2012). The accepting of the bundle to be conveyed can be gathered by a representative of CourierPlease or even the buyer can convey the package at the workplace. The package is then sent to the goal office and afterward it is conveyed to the specific goal. Client assistance Client assistance of CourierPlease incorporates the before deals administration, after deals administration, electronic help and individual assistance. The client care can be utilized by the shoppers for different purposes like griping, getting subtleties, and following of bundle and the conveyance of package. One to individual assistance is additionally remembered for the client support. This incorporates the booking to divide, bundle and taking input and grievances from the shoppers (Chand, 2013). Appraisal 2 Achievement pace of showcasing effort The battle was extremely effective up somewhat in drawing in the different clients. The quantity of clients for CourierPlease has expanded. In the event that we talk about the business to business promoting, different new organizations acknowledged the administrations of CourierPlease and the expanded utilization of the administration of CourierPlease has been seen for the household and periodic market however this can be improved more by putting some extra efforts(Alipour, 2011). Elements present in the accomplishment of Campaign Different elements contributed in the achievement of advertising effort. For the business to business showcasing, the individual introduction to the business official truly assisted with including more clients in the clients rundown of CourierPlease. Web advertising was the best factor of the showcasing. In web advertising effort, internet based life promoting assisted with drawing in more clients (Woodruffe, 2008). Changes There is a need of progress in the notice in the papers and magazines. The paper promoting ought to remember progressively mainstream paper and magazines for the market. Different changes are the introduction level to the organizations which ought to be upgraded. Web optimization promoting ought to be improved. Alteration The papers and the magazines utilized for the advertising were very little mainstream. Mainstream paper and magazines ought to be utilized for the marketing(Lee, 2009). Some business has remarked on the introduction which isn't a lot of explaining the administrations of the association. Accordingly, the introduction level for the associations ought to be improved. As the association utilizes the web as the wellspring of organizations, in this manner the SEO ought to be centered more to improve position in the market. List of sources Messenger Please: About Us. (2015). Recovered March 23, 2015, from Courier Please: https://www.couriersplease.com.au/about-us Alipour, M. (2011). The job of administration showcasing blend and its effect. 73-77. Aze, E. D. (2012). Promoting idea for dispatch administration. 23-45. Bordan, N. (1965). The idea of markting blend. Science in promoting, 386-397. Chand, S. (2013). Markenting Mix: 4 Elements of promoting . Recovered walk 23, 2015, from Your Article Library: https://www.yourarticlelibrary.com/promoting/showcasing blend 4-components of-advertising blend 1147-words/7604/ Judd, V. (1987)

Seven Deadly Sins Macbeth free essay sample

Macbeth is a catastrophe which William Shakespeare relate great and the terrible side of the human spirit. Lord James was persuasive to the Church of England and it? s conceivable that William Shakespeare needed to intrigue the lord with his play, Macbeth. â€Å"Shakespeare has utilized the play, Macbeth, to feature the damaging idea of the Seven Deadly Sins†. Every one of this transgressions are considered in the activities the three fundamental characters, Macbeth is unmistakably attacked proudly, outrage, and jealousy. His significant other, Lady Macbeth is brimming proudly and ravenousness, and the lord, Duncan submitted intemperance and sluggishness. The savage sins supplement a play loaded with dramatization that causes the human to get into a universe of interest and treachery. Macbeth is likely the character that shows the most the seven savage sins. The principal sin is pride, Macbeth slaughters Duncan so as to become lord making reality the witches forecast. We will compose a custom exposition test on Seven Deadly Sins: Macbeth or then again any comparative subject explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page â€Å"All hail, Macbeth, thou shalt be the best from now on! â€Å" (1. 3. 52). Macbeth doesn’t comply with the charges of God, and submitted the wrongdoing generally hard to excuse, slaughter a person.He doesn’t regard the law; he is guided by his pride. At that point Macbeth shows that he is brimming with envy when he requested to slaughter Banquo and his replacement Fleance. He recruited two homicides, since he knew what future was normal for Banquos? s child and Macbeth didn’t have any children that could acquire the seat. â€Å"Thou workmanship the best o th cutthroats: Yet he’s great that did the like for Fleance. On the off chance that thou didst it, thou craftsmanship the best. † (3.4. 20). These transgressions were sufficient to show the damaging idea of the seven savage sins, which prompted the Macbeth death.Macbeth? s spouse whether she was impacted by the witches or not, likewise is contrarily influenced by the wrongdoings throughout her life. Woman Macbeth was an exceptionally powerful character for Macbeth; she controls her better half and submitted a portion of the seven fatal sins. After Lady Macbeth peruses the letter from her better half, her psyche is attacked with aspiration and insatiability. She makes the difficult to get to the seat, regardless of what their dearest companions offers to her. Additionally, she plays with Macbeth? s mind, she alludes to him as a weakling only for persuade him to slaughter Duncan.The covetousness certainly assumed responsibility for Lady Macbeth. † What mammoth was’t, at that point, That made you breaks this undertaking to me? At the point when you durst do it, at that point you were a man â€Å" ( 1. 7. 47) During the entirety of the arrangement to murder Duncan, the outrage is a wrongdoing that wins in Lady Macbeth want. Woman Macbeth thinks about existence, just his indignation against the lord develops each time to an ever increasing extent, and her fixation to kill the ruler drove all her going with the arrangement until the end, she even said she would kill him if her father didn’t appear as though him. â€Å"He couldn't miss em. Had he not took after My dad as he rested, I had done ’t. † (2. 2. 12) . Every last bit of her dark wants and fixations made her insane, she was brimming with karma that she begins sleepwalking and every last bit of her arrangements end up in a self destruction. A portion of the activities by Duncan allowed Lady Macbeth the chance to not scrutinize her craving and carry her security to never surrender with her arrangement. In spite of the fact that Duncan was an honorable King and all around regarded by everybody, he submitted two of the seven savage sins that played an impact for his homicide, Macbeth, to done the activity. When the supper with Macbeth was finished, Duncan was in a condition of tipsiness, this circumstance could give Macbeth certainty to proceed with the arrangement of murdering him. The voracity accompanies one more of the seven savage sins, the sluggishness. The King shows a condition of sluggishness, in the way that he confides in his gatekeepers to such an extent. On the off chance that he wouldn’t be so flushed, or in the event that he would have the option to assume greater liability of himself, the circumstance could be extraordinary. The three principle characters, exceptionally the couple, let themselves manage their desire in the entire play. They conflicted with all the standards of the nature and broke it with their activities loaded with sins.Macbeth after totally showed that is a feeble man and truly helpless for his significant other. His pride and jealousy overwhelmed his life, keep him separate from this world, and out of the individuals recollections, in light of the fact that toward the end his notoriety lost all the worth. A similar circumstance occurred with Lady Macbeth, whom made herself as an insidiousness and becomes insane cutting her reality for ever. Any of these activities end up with a decent outcome. That’s for what reason is significant for us as person practice the edicts of God , and attempting to not fall into the seven fatal sins.

Biography of John Lee Love, Black Inventor

Account of John Lee Love, Black Inventor John Lee Love (Sept. 26, 1889?â€Dec. 26, 1931) was a dark designer who built up the convenient pencil sharpener, which he protected in 1897. Not much is thought about his life, however he is associated with two creations, the other being a plasterers peddle, which works a lot of like a specialists palette for a plasterer or artisan. In the pantheon of African-American designers, Love is associated with conceiving little things to make life simpler. Quick Facts: John Lee Love Known For: Inventor of the Love pencil sharpenerBorn: Sept. 26, 1889? in Fall River, MassachusettsDied: Dec. 26, 1931 Charlotte, North Carolina Early Life John Lee Love is accepted to have been conceived on Sept. 26, 1889, however another record records his introduction to the world year as at some point somewhere in the range of 1865 and 1877 during Reconstruction, which would have placed his place of birth in the South. Very little else is thought about Loves early days, including whether he had any proper tutoring or what provoked him to tinker with and improve certain regular articles. We do realize that he worked nearly as long as he can remember as a woodworker in Fall River, Massachusetts and that he protected his first innovation, an improved plasterers peddle, on July 9, 1895 (U.S. Patent No. 542,419). First Invention The plasterers sell customarily had been a level, square wooden board, around 9 inches in length on each side, with a handle-fundamentally, a post-like grasp that is opposite to the board and appended to its base. By putting the mortar, mortar, or, later, plaster on the board, the plasterer or bricklayer could get to it rapidly and effectively with the device being utilized to apply it. The new plan worked a lot of like a specialists palette. As a woodworker, Love was likely very much familiar with the utilization of mortar and mortar. He accepted that the birds of prey being used at the time were too massive to be in any way versatile. His development was to structure a bird of prey with a separable handle and a foldable board made of aluminum, which more likely than not been much simpler to clean than wood. Compact Pencil Sharpener Another of Loves creations, and one preferred known over the plasterers sell, had an a lot more extensive effect. It was the straightforward, compact pencil sharpener, the ancestor of the little plastic gadget that has been utilized by schoolchildren, educators, understudies, architects, bookkeepers, and specialists the world over. Before the creation of the pencil sharpener, a blade was the most widely recognized instrument used to hone pencils, which have been around in some structure since Roman occasions (despite the fact that pencils werent mass-delivered in a structure natural to us until 1662 in Nuremberg, Germany). Be that as it may, shaving a point on a pencil was a tedious procedure, and pencils were turning out to be increasingly famous. The arrangement before long hit the market as the universes first mechanical pencil sharpener, created by Parisian mathematician Bernard Lassimoneâ on Oct. 20, 1828 (French patent number 2444). Adores revamping of Lassimones gadget appears to be natural now, yet it was progressive at that point. Essentially, the new model was versatile and incorporated a compartment to catch the shavings. The Massachusetts carpenterâ applied for a patent for what he called his improved deviceâ in 1897, and it was approvedâ on Nov. 23, 1897 (U.S. Patent No. 594,114). His plan didnt look a lot of like todays compact sharpeners, however it worked by a comparable rule. The pencil was embedded into a funnel shaped sheath and was moved around, making the sheath and the edge inside it turn around the pencil, honing it. Rather than turning the pencil against the cutting edge, similarly as with todays compact sharpeners, the edge was betrayed the pencil by the round movement. Love wrote in his patent application that his sharpener couldâ also be planned in an increasingly luxurious manner to be utilized as a work area adornment or paperweight. It in the long run got known as the Love Sharpener, and his standard has been in constant use since he presented it. Inheritance We dont know what number of more innovations Love could have given the world. Loveâ died, alongside nine different travelers, on Dec. 26, 1931,â when the vehicle they were riding in slammed into a train close to Charlotte, North Carolina. Be that as it may, his thoughts left the world a progressively productive spot. Sources John Lee Love Biography: Inventor. Biography.com.John Lee Love: Inventor of the Portable Pencil Sharpener. KentagePage.com.Pencil Patents: John Lee Love’s Portable Pencil Sharpener. Pencils.com.

Mia philippines Essay

The Philippines was first made famous by Portuguese swashbuckler Magellan working for the Spanish seat on March 16, 1521. The Philippines had become a Spanish settlement and was the primary nation to be named after a sovereign, Phillip II of Spain.1 Spanish principle had proceeded until 1898 when the Philippines had become an American province following the Spanish-American War for the dignified whole of $20 million. In 1942 during WWII, the Philippines had fallen under Japanese occupation and was freed by American and Filipino powers under the administration of General Douglas MacArthur in a furiously challenged fight that seethed on somewhere in the range of 1944 and 1945. The Philippines had achieved its autonomy on July 4, 1946, and had a working vote based system.2 The Philippines Archipelago comprised of 7,100 islands, covering a region of 299,735 square kilometers and was marginally bigger than Arizona. The capital city of Manila was arranged on the biggest Philippine island of Luzon (see Exhibit 1). The Philippines had a total national output (GDP) per capita of $3,400.3 The level of the number of inhabitants in the Philippines living underneath US$2 a day was 45.2 per PHILIPPINE BUSINESS ENVIRONMENT Research led in 2009 demonstrated that the Philippines was positioned 140th for simplicity of working together and 155th for beginning a business, out of a sum of 178 nations. It took on normal 15 techniques and a sum of 52 days to finish business startup strategies in the Philippines contrasted with six systems and 44.2 days and 5.8 methods and 13.4 days for a similar procedure in Asia and Organization for Economic Cooperation and Development (OECD) nations, respectively.5 The Philippines had the second most minimal reserve funds and speculation as portion of GDP proportion in Asia6 (see Exhibit 2). PHILIPPINE FISHING INDUSTRY The Philippines has all out regional waters of 2.2 million square kilometers, of which beach front waters include 266,000 square kilometers and waterfront reef territory (10 to 20 comprehends profound, where reef angling happens) contain 27,000 square kilometers.7 In 2003, the Philippines positioned eighth among the top fish-delivering nations on the planet with its absolute creation of 3.62 million metric huge amounts of fish, scavangers, mollusks and amphibian plants (counting kelp). The creation comprised 2.5 percent of the complete world creation of 146.27 million metric tons.8 The angling industry’s commitment to the country’s GDP was 2.3 percent and 4.2 percent, at present and consistent costs, separately. The business utilized a sum of 1,614,368 angling administrators nationwide,9 of which the distinctive fisheries division represented 1,371,676.10 Artisanal angling tasks were regularly family-based and utilized littler specialty. There were a sum of 469,807 angling pontoons in the Philippines, of which 292,180 were non-mechanized and 177,627 were motorized.11 Fish was a significant wellspring of nourishment, yet as angling didn't require landownership or extraordinary grants it was a work after all other options have run out for individuals who had no different methods for means. MIA, DENMARK MIA was built up in Denmark in 1975 by rich specialist Hagen Nordstrom, who committed the NGO to his better half Mia and made battling neediness his life’s work. (MIA represented â€Å"beloved† in Danish.) MIA had at first centered exclusively around neediness lightening ventures in Africa and had extended its tasks to Latin America and the Caribbean just in the mid 1990s. The grandson of Nordstrom, Gillis Nordstrom, had taken over as MIA executive in 2004 just before the Bander Aceh Tsunami of December 26, 2004, which crushed Southeast Asia and slaughtered the same number of as 5 www.doingbusiness.org/ExploreEconomies/?economyid=153, got to November 15, 2008. www.adb.org/Documents/Books/ADO/2002/Update/ado2002update.pdf, got to December 18, 2008. 7 www.scribd.com/doc/354869/2005-Fisheries-Profile#, got to December 5, 2008. 8 www.scribd.com/doc/354869/2005-Fisheries-Profile, got to November 15, 2008. 9 NSO 2002 Census for Fisheries. 10 www.scribd.com/doc/354869/2005-Fisheries-Profile, got to November 15, 2008. 11 www.scribd.com/doc/354869/2005-Fisheries-Profile#, got to December 5, 2008. 6 Page 3 9B09M016 130,000 people.12 Nordstrom had stepped up and diverted MIA to concentrate on debacle recuperation and neediness lightening ventures in Southeast Asia. MIA had set up an office in Manila in January 2006, and the youthful Danish advancement financial specialist Borje Petersen was employed to deal with the MIA Philippines office. Petersen was paid a beginning pay of $75,000 every year in addition to housing,â slightly underneath normal for a practically identical advancement financial specialist position. Petersen realized that MIA’s consideration was centered around Indonesia and Malaysia, which had been the hardest hit by the tidal wave, and was on edge to cut out a situation for MIA Philippines by structuring a remarkable venture. As the venture into Asia was the pet task of MIA’s administrator, Petersen felt guaranteed that financing would be effectively appropriated and even sped up. Petersen realized that the normal abroad posting for an improvement market analyst for MIA was two years and had immediately settled contact with neighborhood and worldwide partners and set up various gatherings with enormous advancement venture partners, for example, the Asian Development Bank, the World Bank and the German improvement help association GFZ to get a sped up comprehension of the Philippines and its remarkable needs. In light of the underlying examination, Petersen had concluded that, though a horticultural venture would be practical, it would set aside a long effort to acknowledge and the result could be confounded given the Philippines’ inclination to be hit by hurricanes. Petersen’s look into had uncovered that little scope aquaculture ventures had been effectively executed in the Philippines previously. Notwithstanding, there were not really any undertakings to talk about coordinated at distinctive angling and getting on the vested chance and his longing to convey quick outcomes and substantiate himself deserving of the errand that MIA and its executive requested, he had decided to plan a venture helping high quality anglers. Petersen had explored the chance of helping an angling town near Manila and the quest for the perfect town had arrived at a fruitful closure when MIA’s driver, Vicente Tubo, had referenced how a portion of his far off cousins looked professionally in an angling town seven to nine hours via vehicle from Manila. A factfinding strategic the town Barangay San Hagon was attempted and the town was along these lines picked as the recipient of MIA’s pilot venture in the Philippines. BARANGAY SAN HAGON Barangay San Hagon flaunted 125 family units and had an inhabitant populace of 625. San Hagon lay on the south shore of Luzon, the biggest island of the Philippines. The Barangay was the littlest authoritative division in the Philippines and originated from the Spanish â€Å"Barrio.†13 Barangay San Hagon was regulated by a nearby government unit (LGU) and comprised of seven Barangay board individuals and an administrator. The director of Barangay San Hagon was Rafael Buenaventura, age 59, who had held office for over 10 years. Angling towns in the Philippines were entirely defenseless against outer hazard, particularly common cataclysms, for example, storms, flooding and fish executes, which seriously influenced their monetary circumstance. www.cityu.edu.hk/searc/wave/index.html, got to November 18, 2008. www.i-site.ph/Factfinder/barangay.html, got to December 23, 2008. BARANGAY SAN HAGON’S ECONOMY Angling was the principle control of the town. Auxiliary occupations included rice cultivating, leafy foods developing and animals raising. The administration part comprised of pontoon developers, mechanics, hair stylists, tailors, drivers and Sari-Sari store administrators (mother and pop-type comfort stores). Angling was attempted solely by men, while the greater part of different occupations and post-angling exercises were embraced by the ladies of the town. The town flaunted 12 abroad specialists utilized as inadequate workers in various pieces of the Arabian Peninsula who sent back settlement installments. It was accepted that in excess of 10 million Filipinos worked abroad and bolstered their families with settlement installments. The day by day salary for the San Hagon angler was around $1 every day. The anglers of San Hagon utilized â€Å"banka boats,† the customary outrigger sort of vessel utilized in Southeast Asia. Though some anglers had used conventional methods for angling with snare and line, gill nets and bamboo fish traps, the dominant part decided to utilize impact and cyanide angling. Impact angling comprised of tossing a dangerous charge or a stick of explosive into the ocean. The blast in a flash murdered each living life form inside its range including coral reef. Some of the fish would skim and the anglers would scoop them up. A significant huge number of the dead fish, be that as it may, would remain lowered. Hand crafted explosives from promptly accessible materials, for example, powdered potassium nitrate or an ammonium nitrate and lamp oil blend stuffed in glass bottles were frequently utilized. These blends were regularly precarious and detonated rashly, debilitating or slaughtering anglers. Every town had various limbless anglers and an account of how a hazardous gadget had murdered an individual fisherman.14 Cyanide angling comprised of spurting cyanide into the caverns/homes of the fish in the coral reef. Anglers utilized stopgap siphons, which siphoned oxygen down a plastic cylinder, to jump into the ocean. The technique was perilous and most anglers had encountered some type of curve while plunging. The cyanide slaughtered up to 75 percent of the fish on contact. Cyanide likewise murdered the coral reef.15 Once the coral reef passed on, fish were dislodged because of the break in the natural way of life and absence of security. Impact and cyanide angling didn't require any genuine aptitude and angling k

Business Marketing Essay Example | Topics and Well Written Essays - 1250 words

Business Marketing - Essay Example Among this two, the advertisers for the most part utilize the idea of adaption for example changing the item as indicated by necessities of the clients having a place with various nations as different significant organizations have flopped because of utilization of the straight augmentation approach. One of such models could be Google Inc. Google entered in the year 2007 and got one of the main web indexes in the Chinese market. Nonetheless, Google had been utilizing a similar promoting blend in China too. The web content in China was intensely blue-penciled by the legislature and soon the issues as postpones lead to client disappointment and Google began to lose piece of the pie. To compound the situation for the organization, Google began confronting rivalry from neighborhood web index organization Baidu. Google attempted to blue pencil the substance however it ended up being a piece past the point of no return and Google needed to leave the nation. This case shows how significant the outer natural variables are significant in the event of global showcasing and how ignoring those components can prompt overwhelming costs (Czinzota, Ronkainen, Moffett, Marinova and Marinov, 2009, pp. 423-429). Answer-2 Intermediaries are the channel accomplices that help the advertisers to connect with clients. Delegates are fundamentally center â€men like wholesalers, retailer, and so on (Kotler, 2001, p. 25). From the perspective of the advertisers delegates are of incredible assistance with regards to showcase extension and client reach. Mediators help the advertisers to reach to various clients inside a generally brief timeframe. The middle people like wholesalers and retailers help the advertisers in breaking the mass and offering the finished result to the clients. Without the assistance of the go-betweens it would be incredibly hard to reach to the clients all alone. Likewise in some cases go-betweens may really have better information on a specific area of the market when contrasted with the advertisers. Thus the advertisers can really utilize the information and aptitude of the go-betweens to pick up client bits of knowledge. Additionally now and again the notorieties of the middle people help the advertisers if there should arise an occurrence of advancing the item. The significances of the mediators become much increasingly significant in worldwide showcasing. In the event of universal showcasing the advertisers work in outsider conditions. The brand attention to the advertisers in the universal market is low. Additionally the advertisers have little understanding and information about the clients. On the off chance that the advertisers would hope to put straightforwardly in the market it could end up being of incredible dangers because of the realities referenced previously. Thus, the majority of the occasions the advertisers search for joint endeavors or vital coalition with some neighborhood firms. These organizations as a rule have great bits of knowledge about the neighborhood advertise. This permits the organization to utilize the advertising and deals of the neighborhood firm. Thusly the middle people help the advertisers in cost just as in hazard decrease (Henry, 2008, p. 89). One of the significant worries if there should be an occurrence of the utilization of the middle people for the advertisers has been the issue off control. On various

Livescribes Pulse Pen The Sequel!

Livescribe’s Pulse Pen The Sequel! Back during IAP of last year I wrote an entry about a brand new toy I bought at the MIT bookstore. This toy was Livescribes Pulse Pen, and looking back at it I realize that that entry sounded a lot like a commercial, like Livescribe had slipped me a $20 under the table to write an entry. The truth? They hadnt, I just bought the pen, was SUPER impressed, thought it was important for prefrosh to know about it, and did a video review and blog entry about it. I used that pen all last semester and loved it. Ill keep it into grad school and even after that. But why am I talking about it now? Thats old news, nobody wants to read the same stuff twice, but Livescribe reared its head again in my life, so up comes another blog entry. I saw an ad on Facebook for the Livescribe Campus Rep Program, a way for Livescribe to have people distribute pens, run demos, and introduce the Pulse pen to people on their campus. Its a smart move, really, because the pen sells itself the instant somebody tries it, but theres really no way for people to try it unless somebody shares it with them. I figured this out 10 minutes after buying my pen, when I showed it to a couple of people in the room. Chris M (of blogger fame) has one now, so does my Toy Design professor, and my friend Ben, just after seeing what my pen did. Well shoot, Ive already sold like three of these pens, I might as well work for Livescribe and get paid to do it, right? Plus, its an awesome product that Im totally behind and absolutely believe will help people with school, why not tell people about it? I applied for the job and after a couple of phone interviews and some headshots (for you FPS people, were talking cameras, not RPGs) I officially got the job! As a college student, employment is awesome, it lets us eat, and its something to brag about. Livescribe was interested in another person from MIT helping out as well, so I recommended Chris, since Chris and I are friends, see each other often, and both own the pen. More headshots, more interviews, and then Chris had a job! After the job offer we were immediately put in touch with a travel agent to book a flight to Oakland CA for training. A free flight. With a travel agent. This was a totally new, foreign experience for me. Somebody else booked the flight, somebody else paid, and all I had to do was show up at the airport and get on the plane. Now I know why rich people use travel agents! My flight was scheduled for July 24th at 10 in the morning. Youre all applying to MIT, you can do math, and you probably realize that that was on Friday. Its now Tuesday. Is this a blog entry about my trip there? Of course! On Friday I showed up to the airport and was greeted by a super long line that I thought would take forever to get through. Not that I was concerned, there was plenty of time, but till, who wants to wait in line? I made it through relatively unscathed (they took my hair gel and my toothpaste!!!) and then surfed the internet until my flight (thank god for airports with free wi-fi). The flight was short, since Im in Oregon for the summer, just an hour and a half, and then *poof!* I was in California! I met Stacy from Purdue on the shuttle from the airport to the hotel and we chatted with our driver about what we were doing there and where we were from, typical college discussions. Our rooms werent ready when we got there, it was going to be two hours, so instead of just sitting and doing nothing we decided to take the BART (Bay Area Rapid Transit) to San Francisco and fart around there. A nice homeless guy taught us how to buy tickets, we compensated him for his trouble, and then we hopped onto BART. Attention MIT students, BART is SO much nicer than the T. Why? 1) Its carpeted. 2) It has plush seats. 3) It doesnt smell like train. San Francisco was fun, we walked up a giant hill and then back down. We saw some awesome creepy skeleton guys grabbed a burger from In and Out Burger, I got some calamari, walked the boardwalk, saw Alcatraz off in the distance, and then took a cable car back to BART for the trip back. Back at the hotel I listened to some music and unpacked, waiting for Chris to show up (we were roommates). Items of note in the hotel room include a tv (rarely used), an iPod compatible alarm clock (used extensively) and a mirror (used to take a picture of me). Chris showed up at 6 and then at 7 we headed downstairs for dinner. We walked into dinner, I wearing my Burton-Conner shirt and he wearing his typical business-casual attire, and were met with a spread of food, a projector with Wii Bowling displayed, an entire wall of cardboard boxes, and mingling college students. We were spotted by somebody who obviously worked for Livescribe and they came up and greeted us. Hi! How are you? Good. My names Michael. And Im Chris. Nice to meet you, where are you from? MIT Ah! Our MIT guys, excellent! Well, come on over here, well get you all set up! We were led over to the cardboard boxes. Id like to take this opportunity to say that I was unaware that Id be getting any free stuff on this trip. I thought owning your own Pulse pen was a requirement and that we were only going to be given two pens for loan and demo purposes. I, as I was quickly shown, was very wrong. I was handed a brand new, 2 gig pen, 4 spiral notebooks, two lined journals, and a giant cardboard box. Ok, heres all of your stuff. In here you have your two loaner pens and notebooks, plus your new pen and a bunch of paper for you. Really? We get a pen and paper? Oh sure, yeah, thats for you. Wow! Thanks! Absolutely. Now come over here, well get you your hoodie. Chris and I were each given a hoodie (which, sadly, I lost on the airplane on the return flight) and wandered back up to our room to ditch our stuff so we could enjoy an unladen dinner. I snapped a picture of all the free swag laying on the bed. Back downstairs for dinner, Chris and I did our best to shed the anti-social MIT stereotype and mingle with everybody. We were surprisingly successful, chatting with a bunch of people, telling stories, and getting to know about all sorts of other colleges around the country. Throughout all of it we kept getting grabbed by people who worked for Livescribe and talked to, mostly about how the CEO, Jim Marggraff, was an MIT alum and that he really wanted to meet us. Jim asked us to compile a list of all the campus reps and list them next to their headshots so that he could learn all your names before you got here. He looked through the list, found you two, and said Ah, these are my MIT guys.' Little did we know, that was when we earned our title, The MIT Guys. For the rest of the weekend thats what we were called, which was totally fine by me. We sat down at a table for dinner and chatted, ate our fajitas. I went up to get some more fajitas and was intercepted by Jim. Hi Michael, how are you? Very well, nice to meet you! We chatted for a little bit, mostly about his alma mater and my current asylum (Im sorry, calling MIT an asylum isnt nice). He asked if I lived in Burton house and I explained that now Burton house is Burton-Conner because they added a new building to it. Then I asked to see his brass rat, which was pretty awesome, class of 82. They looked a lot different back then, theyve definitely come a long way. Thats when Chris wandered up and joined the conversation. He explained that he lived in Simmons (which, again, didnt exist in 82). After chatting some more I wandered off and rigged up some Rock Band (sans drums) while Chris went back to the table. I attempted Rock Band for a while but eventually blamed lag and sticky strumming for my suckiness and retreated back to the table with Chris, where he had been joined by Andy Van Schaak, Ph.D., Livescribes Senior Science Advisor. He was running Chris through a gamut of questions, talking about REALLY interesting things you could do with the pen, and picking our brains. He gave us a little mental workout concerning something Im pretty sure my NDA prevents me from mentioning, but it was SUPER awesome and gave me a whole new respect for Andys brilliance. What I really want, he said, is for somebody to just go to town and hack the crap out of this pen. Rip it apart, see whats inside, and do something awesome with it. Definitely! Chris and I agreed, itd be awesome to do that, but its expensive! Its a $150 pen, we dont want to just rip it open, were in college. Oh dont worry about that, Ill get you as many pens as you need, I want to see something awesome! wait. what? as many pens . . . as we want? to rip apart? and play with? yes please! We stayed there for a long time, over an hour, until everybody had left and gone back to their rooms except for some lingering Rock Band players. Chris and Andy Bumpd their iPhones together, exchanging contact info, and then we went back to our rooms to investigate our swag, debrief, and generally geek out about how much awesome stuff we had and how many brilliant and important people we had just met. Seriously, we were having geek-gasms. In the morning we woke up, dressed in business-casual (I have about, oh, one business casual outfit, which youll have seen if youve read any of these entries). We all hopped on the bus and drove to UC Berkeley while being entertained by the cheery bus driver. On the way there, 4 seats up, we heard Andy asking some of the other kids about the same things hed talked to us about the night before, the stuff I cant tell you about because of the NDA. He was walking them through it, trying to get them to figure it out, just like he did to us, he wanted to see how their brains worked. After a while he said You know, I asked this same question to the MIT guys and they got it in 4 minutes. There were some impressed reactions from the kids and they kept at it, trying to get the answer. I guess MIT students just think on a different, more techy tangent than other people. We got to Berkeley and went inside, where we were treated with bagels and coffee. This was nice, because the coffee at the hotel was the bottom of the pot and burnt, not a pleasant way to start a long day of pen training. You can see Chris there in the back right, with the name tag standing out on the dark sweater We sat in a lecture hall, smart pens and notebooks in hand, and it began. It began with people introducing themselves, sharing which college they went to, and describing some kind of random fact or talent. Ill let Chris tell you what his talent was (its impressive) but I did my standard Well, I can make a cricket noise. DO IT! they yelled. Ok. *cricket noise, cricket noise* OMG! Wait, have I never mentioned that I can do that before? Haha, sorry. Here, Ill teach you, but before I do, know that if youre a trumpet player this will be much easier for you. Step 1: Know how to whistle while sucking in, instead of blowing out. Step 2: Know how to flutter tongue. Step 3: Flutter tongue while whistling and breathing in. Ta-da! Cricket noise! Anyway, everybody was impressed and excited, and we continued around the room, witnessing back flips, creepy contortions, and other cool talents. Then we got down to business. Its weird to see everybody using a $200 pen So many pens! Throughout the morning we were taught about the pen, taught about how to show people about it, which features to emphasize, how to answer questions, etc. Soon it was lunch time. We were promised $10, but first we had to demo the pen to one of the Demo Gods and pass scrutiny. Luckily, due to our excellent people skills blended with technical knowledge, Chris and I passed with flying colors. So, guess who goes to Berkeley? Come on, if youre a true blog stalker youll know this without even having to think about it. Got it? Ok, Ill tell you, Sam goes to Berkeley! Chris and I got in touch with him and he promised to show us a cool place with ginormous sandwiches and salads. During lunch we caught him up on all the goings-on of MIT, including how messed up dining is, how we lost a bunch of sports, how Hockfield met Obama, etc. He wasnt lying about the salads, btw, they were massive. I ended up with a BLTA instead, but thats probably better because theres no way I could have finished a salad of that size. Seriously. After lunch we went back to the lecture hall and had some more training before going out and accosting Berkeley. The plan was to have little groups of Scribes, as we were called, scattered around, giving out demos and raffle tickets to random passersby. This sounded awful to me, I hate when people stop me on the street and try to sell me stuff. Luckily, we arent allowed to sell stuff, we just tell people about it and, in all honesty, I dont mind doing that because I dont feel as evil. I already tell people about the pen, thats cool. The raffle tickets could be redeemed at the Livescribe table we had set up in a central part of campus. I ended up stationed at that table, and eventually ended up in charge of the prize wheel we had. Thats right, every raffle ticket was worth a spin on the prize wheel, with an opportunity to win a $150 smart pen (I keep changing the cost of the pen between $150 and $200. The difference is the difference between a 1 Gig and a 2 Gig pen). Heres the thing about this wheel. There were twelve spaces, but two of them were Spin Again spaces. That means each person to spin had a 1 in 10 shot of getting a pen. I dont know about you, but those are some GOOD odds. The people knew it too, which is why we had a massive line and a lot of interest in the pen. We were showing people, handing out fliers, and spinning the wheel. The guy running the table, one of the head guys with us, started to worry when, after the first two spins, wed given away two pens. Thats right, the first two people both won. We had only brought 5 pens, this was going to be rough. Ill spare you the details, but in the end, aft er just 2 hours, we had given out 15 free pens, promising to ship the 10 we didnt have. We all retreated back to the lecture hall and debriefed. The general consensus was that approaching random people on the street was very difficult, very awkward, and socially uncomfortable. Chris, however, was having a splendid time, I go to MIT, Im in socially awkward situations all the time. I THRIVE in socially awkward situations, this was great! Sometime, during all of this, there was a disagreement as to the odds of getting a free pen on the wheel. Some claimed that it was 1 in 10, since the two Spin Again spaces could be neglected, but others insisted that it altered the odds a bit. This argument lodged itself in Chriss head and he spent a good 30 minutes doing math all over his notebook. Ill let him share the result of all the math, since it was his endeavor, but lets just say that we looked pretty freaking cool standing outside Berkeley, me with laptop open and Mathematica running, while he fed me equations. And Im not kidding. Seriously. Scribes kept coming up and asking us what we were doing, wanting us to explain the math to them, and show us how it worked. This was weird. At MIT, ok, maybe somebody would ask, but we were surrounded by former models, marketing and sales majors, and very much not MIT people. Chris and I were confused, but accepted it as cool. If doing math on laptops outside of Berkeley on a sunny California day made us cool and interesting, so be it. We decided later what it was. Lets say I went to John Q. Public University and was a CompSci major. That would make me a nerd. Just a typical, ordinary, nerd. BUT if you go to MIT and youre CompSci or an engineer, you may be a nerd, but youre a legit nerd. Youre instantly granted nerd cred, youre allowed to use and share your nerdness for the betterment of others without retribution. This is why MIT is cool. We went back to the hotel for dinner. Dinner had more conversations and more laughter. Chris and I told the back story of the CalTech Cannon heist, the Victorias Secret DDoS attack, procuring free pizza, chemical properties of creamer, and various other MIT neatness. After dinner we retired to our room, again we were some of the last to leave. The evening was filled with stumbleupon, facebook, youtube, showing off 2.006 PSETs, reassuring ourselves after looking up the hotel on IJustMadeLove.com and not seeing anything, and eventually going to bed. In the morning we met in the hotel conference room and were spoken to by Jim Marggraff, CEO. Its wonderful listening to the CEO of a company, and MIT alum, speaking about what he does. He could answer any little technical detail about the pen, listened to us complain about PRS clickers, and let us see his car. Whats special about his car? Oh, nothing, except that its a TESLA! Dont know what a Tesla is? Fully electric, 0 to 60 in 3.9 seconds, full torque for its entire range of speeds, one gear, and REALLY pretty. We finished up the weekend with a group picture in front of the car, even showing it off to some of the other guests in the hotel, who thought it was just as awesome as we did. Afterward we all said our goodbyes, hopped onto the shuttle, and went to the airport. I didnt have any problems with anything, hopped on my flight, and went home, laden with pens, paper, and a bunch of good stories. It was a great trip and I had a great time! Chris and I have all sorts of exciting stuff planned for the school year, so be sure to stop by and check us out. We both have pens to loan out and we think youll like it! So thats that, two MIT students meeting an MIT CEO, geeking out about the coolest pen ever, given free tech swag, and now we get to let you try it. :)

Beware of free practice tests offered by test-prep companies

Note: I originally posted this article last summer at a colleagues request, but Im re-posting it again now as students and families start to look at summer test-prep options. If youre just beginning test-prep this summer and  looking into take a class or working with a tutor affiliated with a  company, please tread carefully when dealing with the free practice tests offered by these organizations. Many of these companies do  not use official material produced by either the College Board or the ACT, but rather rely on tests written in-house and used only by the company. This is always  the case for national chains such as Kaplan and Princeton Review, and is common practice among other companies as well. While these tests will usually  give you a rough idea of where you stand, and may in some cases provide an accurate picture, they are just as likely to be misleading. First, no third-party can exactly  reproduce the  style and nuances of the actual exam, even if they manage to produce something that looks like the real thing. Some concepts may be overemphasized, while others are omitted entirely. Questions may be too easy, or too hard, or hard in the wrong way. Efforts at capturing trickiness often go awry and end up as merely confusing and ambiguous instead. As a result, students are likely to obtain an incomplete understanding of how their relative strengths and weaknesses affect their performance on the actual exam, both in terms of content  and in terms of softer factors such as time management. They may also end up unaware that certain concepts are even tested at all. The second major reason to be careful with these tests is that some companies may artificially deflate  scores in order to provoke anxiety and thus induce parents to hand over their hard-earned dollars for classes that may not  meet students needs, or that may even be unnecessary. Princeton Review in particular is notorious for this. Furthermore, if students take a third-party exam administered by a test-prep company and then decide to go elsewhere for tutoring, the result is often a headache for both tutor and student. The tutor does not have a  complete and/or accurate  picture of where the student is starting from and of what needs to be worked on, effectively requiring both parties to start from scratch. In order to obtain reliable  information, the  student must then sit for a  second  full-length test, this time using official material and no one really wants to spend an extra  3.5 hours of their summer vacation taking a practice standardized test. If only a limited number of sessions are planned,  time that could have been spent focusing on real problem spots is instead wasted just figuring out what the problems are.  (In fact, my colleague urged me to post this warning because she has repeatedly found herself in precisely this situation.) So if youre considering signing up for some form of paid test prep, please do yourself and your parents wallet a favor: block off a few hours, find a quiet spot at home or at a library, sit yourself down with a College Board- or ACT-produced test, and get to work. Or, if youd rather have someone else keep track of time, take the test at home and ask a parent or sibling to proctor you. If you do feel the need to go to a testing center and simulate the full experience, do some research and see whether theres a place near you that uses official material, or that will let you bring your own test if necessary. Note: If youre in the NYC/Westchester/Northern NJ area, I highly recommend the mock-testing program run by Bespoke Education. It isnt cheap, but it is the closest thing you can get to taking a test under real conditions without worrying about having colleges see the results. Particularly if youre a nervous tester, there can be a big difference between results obtained in a familiar vs. unfamiliar environment. Taking all of these factors into consideration may be a minor hassle in the short term, but at least youll start off with a clear idea of what you need to work on and how much time you might need to achieve your goals   information that will help you get off the best possible start, and that might end up saving you/your parents a lot of time and money in the end.

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Some similar things that happened were that all of them had failures to reach themselves to anyone else , so there was no other contact available. This mean no radios, cell phones, not even the navigational system would work including any compasss of any sort. There ar e many myths and beliefs to go with the Bermuda Triangle, for example some people think its the â€Å"devils hideout†, and other think the unusual weather patterns are caused by alien abductions that occur there. Then others think its the gateway to Atlantis, a mythical islandShow MoreRelatedThe Triangle Of The Bermuda Triangle1733 Words   |  7 PagesThe Bermuda Triangle. You may have heard of it but, do you know what it is? The Bermuda Triangle lies near the South-East coast of the United States and forms a triangle in the Atlantic Ocean. The corners of the triangle are: Miami, Florida; San Juan, Puerto Rico; and Bermuda; a north-Atlantic island which the name Bermuda Triangle originated from. 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Since its theoretical existence, there has been hundreds of cases that have been reported that involved the Bermuda Triangle in one way or another. The points of the Bermuda triangle are between Miami, Florida, San Juan, Puerto Rico, and the Mid-Atlantic island, Bermuda. The History of this myth has gone back hundreds of years, dating back all the way to the year 1492, when Christopher Columbus first reported seeing flamesRead MoreThe Bermuda Triangle Essay961 Words   |  4 PagesThe Bermuda triangle is a heavily debated topic. Over the years people have fought back and forth on the matter. However, no one can seem to come to a consensus. What is the truth? Does the Bermuda triangle qualify as a strange, unexplainable site? If it does, is it the reason for the many strange happenings and events? Despite the lack of answers, the legend of the Bermuda triangle will continue to be debated and discussed by believers and skeptics. For both sides claim to contain strong solid evidenceRead MoreThe Bermuda Triangle Essay902 Words   |  4 PagesYou might know that the Bermuda Triangle is a legendary place where numerous disappearances have occurred, but how much do you really know about it? Some people don’t believe in such a place, but some do. R esearch has been conducted to try and figure out what could possibly be happening here, but with no hard evidence. The mysterious Bermuda Triangle may be more than just a myth though; the Bermuda triangle has a long history with disappearances, few people live through it to tell the tale, and possibleRead More Bermuda Triangle Essay1469 Words   |  6 Pages The Bermuda Triangle nbsp;nbsp;nbsp;nbsp;nbsp;Is the Bermuda Triangle really a place where strange powers are at work? The Bermuda Triangle is a very complex and mystifying area that is noted for a high incidence of unexplained losses of ships, small boats, and aircraft. From reading this paper one will learn geographic features of the Bermuda Triangle, famous disappearances, and possible explanations for them. nbsp;nbsp;nbsp;nbsp;nbsp;There is a section of the western Atlantic, offRead MoreEssay on The Bermuda Triangle921 Words   |  4 PagesThe Bermuda Triangle The Bermuda Triangle is a triangular area in the Atlantic Ocean bounded by Miami, Bermuda, and Puerto Rico. Many people believed that people, ships, and planes have mysteriously vanished in this area. The size of the triangle varies from 500,000 square miles. Some trace the mystery back to the time of Columbus. Bermuda Triangle estimates range from about 200 to no more than 8,000 distress calls in the area and that there have been more than 50 ships and 20 planes to goRead MoreThe Bermuda Triangle : The Devils Triangle1961 Words   |  8 PagesThe Bermuda Triangle, also known popularly as the ‘Devil’s Triangle’, is a triangular shaped area in the Atlantic Ocean which has gained infamy as a location in which vessels, aircraft and people are susceptible to going missing without a trace. The area considered to constitute the Bermuda Triangle varies, although the most popular definition is that the triangle’s three vertices are located at Miami in Florida , San Juan in Puerto Rico, and at the island of Bermuda in the Atlantic Ocean. HoweverRead MoreReview Of The Bermuda Triangle 1795 Words   |  8 PagesReview of Literature I. Introduction to the Bermuda Triangle The Bermuda Triangle is a legendary mythological section of the Atlantic Ocean, made up of the triangle formed by Miami, Florida; San Juan Puerto Rico; and the islands of the Bahamas. The triangle covers about five-hundred thousand (500,000) square miles of the ocean. The phrase â€Å"Bermuda Triangle† was first coined by Vincent H. Gaddis (1913-1997). He was writing an article for Argosy magazine back in 1964. The article was receivedRead More The Bermuda Triangle Essay1902 Words   |  8 PagesThe Bermuda Triangle Off the southern tip of Florida lies a phenomenon called the Bermuda Triangle. Ships, planes, and over one thousand lives were lost in the Triangle without a trace. Theories have been put forth, but still no universally accepted explanation exists for the mystery that surrounds the Bermuda Triangle. The Bermuda Triangle covers almost 440,000 square miles of the Atlantic Ocean. An imaginary line that begins near Melbourne, Florida, extends south to Bermuda, and west to

Myth on Change Management Free Essays

Bill, lost his job recently. It seems his company was downsized, his well developed skills were no longer required. It’s tempting to claim his company was at fault. We will write a custom essay sample on Myth on Change Management or any similar topic only for you Order Now But the fault was his and his alone. Let me explain why. Things are changing incredibly fast. Yesterday’s idea, is an emerging technology today, mainstream news tomorrow and history by next week. And†¦ everyone contributes to the speed of change. There’s a myth about management, since we’re responsible for so much change, we must be good at coping with it. I’ve observed the exact opposite. Managers have great difficulty accepting change. They tend to get complacent in their ‘secure’ status quo. They believe the skills they’ve acquired, will serve them well into the future, in spite of all Take a close look at business magazines. Each issue offers something new, something different. Each advertisement promises to increase productivity, to increase efficiency, to inflict change upon our unsuspecting organization. Used properly, magazines are a guidepost to the future. Ignore them and they’ll get you downsized. Bill acquired his management skills in the trenches. He worked his way up through the ranks. He acquired a set of skills, and over the years, deepened them. He began to believe his tool kit of management techniques was complete. They’d served him well in the past, and would suffice in the future. Bill’s error was not in his judgment of whether or not a particular skill was long lasting. Bill’s error had little if anything to do with ‘management skills.’ His error lay in his world view. He believed his world would stay the same. Somehow he’s protected from change. Somehow he alone is immune. Shielded in immunity, he gives no thought to a ‘different’ tomorrow. He leans on his illusion of status quo, even while destroying the status quo of others. He’s not alone in this. He’s joined by politicians, unions, successful companies, staff, by anyone and everyone who’s comfortable with past achievements. How do you prepare for the future? Step one is trivial†¦ Acknowledge uncertainty. That alone, will keep you from being complacent. That alone, will have you thinking about alternatives. That alone, will remind you that you’re not alone. Everybody is faced with the same uncertainty. Welcome to the future! Next – you’re not your business card. No matter what your title, no matter what your function, you’re more than a ‘box’ on an org chart. You’re a collection of skills with the ability to learn new ones. These steps do little to change the future. Accepting uncertainty and solid self assessment is a good strategy, but without a plan of action, they’ll add up to nothing. Assume you’re fired tomorrow, what would you do? Sounds drastic, but it happens every day to thousands of people from ‘every walk of life.’ So why not to you? What better time to contemplate it, than today, when you still have a job, and time to plan? Bill lost his job because he couldn’t see beyond his status quo. Don’t make that same mistake, contemplate this issue of Words of Mouth devoted to Change. Ask the question†¦ â€Å"What’s my place in the uncertainty I’m helping create?† Then leap into your future. What is the only thing constant in our lives? CHANGE impacts everything we do and is never-ending. Whether technological, psychological, physical or emotional in nature, we must learn how to deal with change effectively if In programs I have conducted for clients, their most frequent requests are in two areas: 1.What do I do with negative people? 2.How can I get people motivated? It could be argued these two areas have always been important. I have noticed the need for assistance with these areas is in direct proportion to the changes the organization is experiencing. We all go along our â€Å"merry-little-way† until one day and †¦ boom †¦ change appears. The change is sometimes our own doing but more often beyond our immediate control. When this occurs, the response is sometimes demonstrated in negativity or in an unwillingness to move. This constant newness is outside many people’s comfort zones and they are confused as to how they should respond. My clients know change is inevitable and yet have staff who are reluctant to embrace the constantly changing environment. It may be management themselves who are reluctant to adopt the changes necessary for organizational success. Management and staff must deal with technological, psychological and personal changes, all of which impact on performance. People handle change in different ways. It is estimated as high as 78% of people are followers †¦ they do not want to be first at anything. They would rather wait until something happens and then copy what they see. Approximately 5% are leaders. The remaining 17% have no idea where everybody else went! I work with the 5 percenters who want to learn approaches which will produce the best results through encouraging the 78% to follow and drag along the 17% who aren’t quite sure what is happening. I will never suggest all change will be enjoyable. I believe we have to learn to adapt to it. The good news about change is it happens so quickly that if you don’t like the change, just wait and it will change again soon. The bad news is if you do like the change you had better enjoy it now because it will not be here very long. What can we do? I have found one of the biggest roadblocks to personal adaptation to change is the belief we can just relax in what I call the coast mode. Do you know anyone in the coast modeÉjust coasting, coasting? The problem is there is only one way you can coast and that is downhill. The last person to realize you are coasting is usually yourself. Each of us knows at least one person in our personal lives who is going downhill and has not realized it yet. Your staff sees you every day and will very quickly recognize which way you are going. In a terrific book I recently read entitled Flight Of The Buffalo by James A. Belasco and Ralph C. Stayer, the realization of managers that â€Å"I Am The Problem† is the first step in overcoming the â€Å"What do I do with negative people or How do I motivate people?† problems. Demonstrating calculated risk-taking and encouraging staff to do likewise creates a different mind-set towards change. People who are not encouraged to take risks will not. All of us have failed at least once in our lives. What do we remember longest†¦good experiences or bad? The bad ones discourage us about additional attempts. Overcoming our negative programming about failure is a key step towards meeting the challenge of change. Working with, or worse still, living with someone who does not want to change can be a very frustrating experience. How to cite Myth on Change Management, Essay examples

How far is Haymaking typical of Thomas poetry Essay Example For Students

How far is Haymaking typical of Thomas poetry? Essay Haymaking is very typical of a poem by Edward Thomas. This is shown through many common devices that are present in Haymaking as well as many of his other poems. I shall outline and elaborate these on these devices in this essay. Haymaking is a description of a snapshot in time. There was a thunderstorm the night before and the reader is initially led to believe that the storm is the reason that everything is so still in the poem, but half way through the poem, Thomas begins to describe the activities of the Haymakers who are having a break in silence as they leaned on their rakes. So the stillness of the poem can work on many levels. There is the idea of the calm after the storm and the Haymakers having a rest. Also, however, there is the fact that the poet, Edward Thomas, is writing his poem from a snapshot in time where if he was describing a photograph, everything would be still in the picture. One of the most recognisable devices that Edward Thomas uses in his poetry is referring to England as old. This could imply many things. Thomas could use the term old in the literal sense that it is ancient, unchanging and with a sense of permanence in the world even though it has been threatened by war. It could also mean that England has grown wise due to its age and has experienced many things. As well as these ideas, Thomas comes across as very patriotic towards England. In Haymaking, Thomas refers to All is old so although he doesnt actually say that England is old, we as the reader know that he is subtly including England. In The Manor Farm, Thomas directly refers to England as Old already with the use of a capital letter for old which helps to directly associate the word old with England. Throughout much of his poetry, Thomas uses very in-depth descriptions of features of England such as the countryside and nature in general. He doesnt just describe things literally as he sees them either. It is as though his descriptions are more his point of view of things. Such as in Haymaking when he is describing the water in the mill as having tossing crystals, happier than any crowd of children. An identical device is used in the opening sentence to The Manor Farm where Thomas is describing the mud ran and sparkled down each side of the road as it defrosted. In this case, the very elegant description that is used glorifies mud and the reader almost forgets that it is mud that is being described. In many of Thomas poetry, he uses many references to the seasons and also the contrasts between them. An example in Haymaking is when Thomas informs the reader that the hollys Autumn falls in June. This forms a contrast between what we, the reader, normally associate autumn as being around September till November with June, that we regard as the start of summer. March is all about spring and how Thomas knew that spring normally starts in March but because of the cold burning weather that was actually occurring, although he knew that spring was coming he knew it had not come. This also provides the effect of a contrast between seasons, in particular the contrast between the weather of spring and the season it follows on from, winter. In the majority of Thomas poetry, there is a reference to the seasons or the weather which shows how typical a poem Haymaking is. .u2f7507a9a59cfa0daadb09437701fcff , .u2f7507a9a59cfa0daadb09437701fcff .postImageUrl , .u2f7507a9a59cfa0daadb09437701fcff .centered-text-area { min-height: 80px; position: relative; } .u2f7507a9a59cfa0daadb09437701fcff , .u2f7507a9a59cfa0daadb09437701fcff:hover , .u2f7507a9a59cfa0daadb09437701fcff:visited , .u2f7507a9a59cfa0daadb09437701fcff:active { border:0!important; } .u2f7507a9a59cfa0daadb09437701fcff .clearfix:after { content: ""; display: table; clear: both; } .u2f7507a9a59cfa0daadb09437701fcff { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u2f7507a9a59cfa0daadb09437701fcff:active , .u2f7507a9a59cfa0daadb09437701fcff:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u2f7507a9a59cfa0daadb09437701fcff .centered-text-area { width: 100%; position: relative ; } .u2f7507a9a59cfa0daadb09437701fcff .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u2f7507a9a59cfa0daadb09437701fcff .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u2f7507a9a59cfa0daadb09437701fcff .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u2f7507a9a59cfa0daadb09437701fcff:hover .ctaButton { background-color: #34495E!important; } .u2f7507a9a59cfa0daadb09437701fcff .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u2f7507a9a59cfa0daadb09437701fcff .u2f7507a9a59cfa0daadb09437701fcff-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u2f7507a9a59cfa0daadb09437701fcff:after { content: ""; display: block; clear: both; } READ: Theme of Beowulf EssayRarely in Thomas poetry does he refer directly to people and when he does, he always keeps his distance and limits their involvement in his poetry. This helps to emphasise his love of England, the countryside and nature. Frequently in his poetry, Thomas uses a clever technique of taking a snapshot of an image or scene he is viewing in his poetry, and then descriptively he zooms in or out of that image, going into more details about what he is witnessing along the way until he reaches a specific feature he was concentrating on in particular. The best example of this is in Haymaking where Thomas describes the location of the farmers house, at the fields far edge, the farmers home, a white house crouched at the foot of a great tree. The effect this has is creating an image for the reader of that snapshot picture zooming-in in our minds along with Thomas descriptions. Another popular device for Edward Thomas that also provides contrasts in much the same way as his contrasts with seasons is his use of binary opposition. He first uses it in Haymaking during the opening two lines where he describes After nights thunder far away had rolled the fiery day It is, however, just a contrast of the night and day rather than the individual descriptions of them as the thunder and fiery create a similar image to the reader. So far, I have concentrated on the visual descriptions and imagery that Thomas poetry creates. Thomas uses phonetics a lot in his poetry too to help build the picture of the poem with its sights and sounds in the readers mind. In Haymaking, one of his most effective uses of sound is when he indirectly links the sounds of the watermill. He first describes the mill-foot water that tumbled white and lit with tossing crystals. Then immediately after Thomas describes the children as pouring out of school aloud. This creates amplifies the sound to the reader of the vast amounts of water at and surrounding the mill and the gushing noises it creates as it runs up and down the mill wheel. The sounds created in Adlestrop is through the use of onomatopoeia where the trains steam hissed. The poem, Haymaking is very typical of Thomas poetry as the majority of techniques used in his poetry feature in this one. However, in a few of Thomas poems, there are subtle parts that could be linked to war and battle; there do not appear to be many references in Haymaking.

Organizing for Advertising and Promotion Role of Ad Agencies Essay Example

Organizing for Advertising and Promotion: Role of Ad Agencies Essay To understand how companies organize for advertising and other aspects of integrated marketing communications. To evaluate the advantages and disadvantages of the various ways companies organize for advertising and promotion. To understand the role of advertising agencies and the services they perform as well as the various types of agencies and media specialist companies. To examine methods for selecting, compensating, and evaluating advertising agencies. To explain the role and functions of specialized marketing communications organizations. To examine various perspectives on the use of integrated services and responsibilities of advertisers versus agencies. LO2 LO3 LO4 LO5 LO6 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations UNDER ARMOUR PROTECTS ITS HOUSE BY STAYING IN-HOUSE Adidas, Puma, and Reebok are well known brand names in the athletic shoe and apparel business and have one thing in common. They have all been trying to keep pace with Nike, the Beaverton, Oregon, based company which has global sales of nearly $20 billion and whose swoosh has become the most pervasive logo in sports. However, when asked to name the competitor that has the most realistic chance of challenging Nike, many industry analysts do not mention adidas (which now owns Reebok) or Puma, both of which have been competing against Nike for decades. Instead they point to Under Armour, the young Baltimore-based company that many have already nicknamed â€Å"the next Nike. Under Armour (UA) was founded in 1996 by Kevin Plank, a former Maryland football player, who began by selling compression clothing that could â€Å"wick† sweat away from the body to college sports teams out of the trunk of his car. In 2005 the company went public and its stock nearly doubled the first day it was traded. Under Armour has averaged nearly 60 percent annual growth and had sales of $725 million in 2009. Under Armour ac hieved initial success by focusing on niche markets that the big boys overlooked. We will write a custom essay sample on Organizing for Advertising and Promotion: Role of Ad Agencies specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Organizing for Advertising and Promotion: Role of Ad Agencies specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Organizing for Advertising and Promotion: Role of Ad Agencies specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The initial product—a line of tight-fitting T-shirts made of a synthetic compression fabric—targeted professional athletes and fitness buffs, offering them a way to stay cool and dry during workouts and games. The product line has been expanded to serve a variety of sports and activities markets including running, football, baseball, soccer, lacrosse, hunting, and snow sports. Under Armour became very successful through strong branding and product positioning, quality products, and dynamic advertising. The company developed a unique brand identity through its TV advertising campaign, which began in 2003 and used the theme â€Å"Protect This House. † The commercials featured a football squad huddled around Eric â€Å"Big E† Ogbogu, one of Kevin Plank’s former teammates at the University of Maryland, who was playing for the Dallas Cowboys when the commercial was shot. The spots show Ogbogu and a number of other well-conditioned athletes working out while wearing Under Armour and end with him standing in the middle of a huddle of the players and shouting â€Å"We must protect this house! as if his life depended on it. â€Å"The goal was to create a spot that would live longer than its 30 seconds on the air,† according to Steve Battista, Under Armour’s Vice President, Brand. This goal was definitely accomplished as the tagline has become a symbol of what Under Armour stands for as a brand and the company continues to use it in much of its advertising . Building on its strong brand reputation, Under Armour made a strategic decision to expand into the football cleat market in 2006. To launch the new product line in this highly competitive market, the company’s in-house agency developed the â€Å"Click-Clack campaign which engaged viewers with the sound of football cleats in the tunnel as players head onto the field. While there was no direct mention of Under Armour cleats in the initial spots, the statement â€Å"I think they hear us coming,† was a message to consumers, as well as the competition, that Under Armour was entering the market. In 2008 Under Armour moved into another segment of the athletic equipment market by launching a new line of high performance cross training shoes, its first foray into noncleated footwear. To introduce the New Proto line, Under Armour ran a commercial on the 2008 Super Bowl telecast which included nearly two dozen high profile male and female athletes and was done in its typical intense style. The New Proto shoes outperformed Nike’s new SPARQ cross trainer line, which was backed by a major ad campaign that included a tagline taking a barb at Under Armour (â€Å"My better is better than your better†). Under Armour also has its sights set on running and basketball shoes which are the two largest categories of the athletic footwear market. In 2009 Under Armour launched a new line of running shoes where it competes against Nike and adidas as well as other strong brands such as New Balance, Asics, and Saucony. It is also expected that the company will soon enter the basketball shoe market as it already has Brandon Jennings, one of the up and coming stars in the NBA, wearing Under Armour shoes. Analysts note that a major reason why Under Armour may be able to challenge Nike is because the two companies have very similar corporate cultures. Both companies are dedicated to serving athletes, have a focus on product innovation, and a strong brand mentality. An analyst at the market research firm SportsOneSource notes that â€Å"the real genius of both companies was in creating a strong brand and protecting it. † While Nike is still viewed as the strongest athletic brand in the United States, Under Armour is very popular among teens and young adults indicating that the younger generation is adopting Under Armour as its own brand. One way Under Armour differs from Nike, as well as most of it other competitors, is that rather han using an outside agency to handle its advertising and other type of integrated marketing communications, the company prefers to keep it all in-house. For more than 20 years all of Nike’s advertising was handled by Wieden1Kennedy, which began as a small agency in Portland and grew with the success of its largest and best known client. Nike still uses W+K but has expanded the roster of ag encies with which it works as it looks for marketing communication firms with interactive, digital, and community building capabilities that transcend traditional media advertising. Under Armour has chosen to go a different route as the company has its own brand team that has handled all of it creative work and media buying in-house since the company was founded. The team includes a creative director, advertising director, interactive art director, and a score of talented designers and marketing minds that help plan and create all of Under Armour’s marketing communications. The company has outsourced the production work for some of its commercials and also has used the Deutsch agency to handle some of its public relations. Recently Under Amour considered hiring an outside agency to handle some of the IMC efforts for its expanding women’s line and went through an agency review process. Under Armour has definitely made it to the big leagues and now that it is there, the competition will get more intense as they battle Nike, adidas, Reebok and others for market share. However, Under Armour plans to stick to its game plan and continue to deliver its iconic message, â€Å"We Must Protect This House! † by staying in-house. Sources: Jeremy Mullman, â€Å"Under Armour Seeks Agency to Work on Growing Women’s Line,† Advertising Age, August 31, 2009; http://adage. com/print? article_id=138703; Sean Gregory, â€Å"Under Armour’s Big Step,† May 26, 2008, p. 44; Terry Lefton, â€Å"The Contender, Sports Business Journal,† May, 5, 2008, pp. 1,18; Steve Battista, â€Å"True Confessions of a Super Bowl Ad Virgin,† Advertising Age, February 4, 2008, p. 44. Developing and implementing an integrated marketing communications program is usually a complex and detailed process involving the efforts of many persons. As consumers, we generally give little thought to the individuals or organizations that create the clever advertisements that capture our attention, the Web sites we visit, or the contests and sweepstakes we hope to win. But for those involved in the marketing process, it is important to understand the nature of the industry and the structure and functions of the organizations involved. As discussed in the first two chapters, the advertising and promotions business is changing as marketers search for better ways to communicate with their customers. These changes are impacting the way marketers organize for marketing communications, as well as their relationships with advertising agencies and other communication specialists. 68 Chapter 3 ORGANIZING FOR ADVERTISING AND PROMOTION Advertiser (client) Advertising agency Media organizations Marketing communication specialist organizations Direct-marketing agencies Sales promotion agencies Interactive agencies Public relations firms Collateral services CHAPTER 3 FIGURE 3–1 Participants in the integrated Marketing Communications Process This chapter examines the various organizations that participate in the IMC process, their roles and responsibilities, and their relationship to one another. We discuss how companies organize internally for advertising and promotion. For most companies, advertising is planned and executed by an outside ad agency. Many large agencies offer a variety of other IMC capabilities, including public relations, Internet/ interactive, sales promotion, and direct marketing. Thus, we will devote particular attention to the ad agency’s role and the overall relationship between company and agency. Other participants in the promotional process (such as direct-marketing, sales promotion, and interactive agencies and public relations firms) are becoming increasingly important as more companies take an integrated marketing communications approach to promotion. We examine the role of these specialized marketing communications organizations in the promotional process as well. The chapter concludes with a discussion of whether marketers are best served by using the integrated services of one large agency or the separate services of a variety of communications specialists. PARTICIPANTS IN THE INTEGRATED MARKETING COMMUNICATIONS PROCESS: AN OVERVIEW Before discussing the specifics of the industry, we’ll provide an overview of the entire system and identify some of the players. As shown in Figure 3–1, participants in the integrated marketing communications process can be divided into five major groups: the advertiser (or client), advertising agencies, media organizations, specialized communication services, and collateral services. Each group has specific roles in the promotional process. The advertisers, or clients, are the key participants in the process. They have the products, services, or causes to be marketed, and they provide the funds that pay for advertising and promotions. The advertisers also assume major responsibility for developing the marketing program and making the final decisions regarding the advertising and promotional program to be employed. The organization may perform most of these efforts itself, either through its own advertising department or by setting up an in-house agency. However, many organizations use an advertising agency, an outside firm that specializes in the creation, production, and/or placement of the communications message and that may provide other services to facilitate the marketing and promotions process. Many large advertisers retain the services of a number of agencies, particularly when they market a number of products. For example, Kraft Foods uses as many as eight advertising agencies for its various brands, while Procter Chapter 3 ORGANIZING FOR ADVERTISING AND PROMOTION 69 EXHIBIT 3–1 National Geographic promotes its value to advertisers Gamble uses eight primary ad agencies and two major media buying services companies. Many large companies often use additional agencies that specialize in creating ads for specific ethnic markets. For example, in addition to its primary agency of record, Toyota Motor Corporation uses additional agencies in the United States to create ads for the African-American, Hispanic, and Asian-America n markets. More and more, ad agencies are acting as partners with advertisers and assuming more responsibility for developing the marketing and promotional programs. Media organizations are another major participant in the advertising and promotions process. The primary function of most media is to provide information or entertainment to their subscribers, viewers, or readers. But from the perspective of the promotional planner, the purpose of media is to provide an environment for the firm’s marketing communications message. The media must have editorial or program content that attracts consumers so that advertisers and their agencies will want to buy time or space with them. Exhibit 3-1 shows an ad run in advertising trade publications promoting the value of National Geographic magazine and its family of media products as a way to reach consumers around the world. While the media perform many other functions that help advertisers understand their markets and their customers, a medium’s primary objective is to sell itself as a way for companies to reach their target markets with their messages effectively. The next group of participants are organizations that provide specialized marketing communications services. They include direct-marketing agencies, sales promotion agencies, interactive agencies, and public relations firms. These organizations provide services in their areas of expertise. A direct-response agency develops and implements direct-marketing programs, while sales promotion agencies develop promotional programs such as contests and sweepstakes, premium offers, or sampling programs. Interactive agencies are being retained to develop Web sites for the Internet and help marketers as they move deeper into the realm of interactive media. Public relations firms are used to generate and manage publicity for a company and its products and services as well as to focus on its relationships and communications with its relevant publics. The final participants shown in the promotions process of Figure 3–1 are those that provide collateral services, the wide range of support functions used by advertisers, agencies, media organizations, and specialized marketing communications firms. These individuals and companies perform specialized functions the other participants use in planning and executing advertising and other promotional functions. We will now examine the role of each participant in more detail. (Media organizations will be examined in Chapters 10 through 14. ) ORGANIZING FOR ADVERTISING AND PROMOTION IN THE FIRM: THE CLIENT’S ROLE LO 03-1 Virtually every business organization uses some form of marketing communications. However, the way a company organizes for these efforts depends on several factors, including its size, the number of products it markets, the role of advertising and promotion in its marketing mix, the advertising and promotion budget, and its 70 Chapter 3 ORGANIZING FOR ADVERTISING AND PROMOTION President Production Finance Marketing Research and development CHAPTER 3 Human resources Marketing research Advertising Sales Product planning FIGURE 3–2 The Advertising Department under a Centralized System marketing organization structure. Many individuals throughout the organization may be involved in the advertising and promotion decision-making process. Marketing personnel have the most direct relationship with advertising and are often involved in many aspects of the decision process, such as providing input to the campaign plan, agency selection, and evaluation of proposed programs. Top management is usually interested in how the advertising program represents the firm, and this may also mean being involved in advertising decisions even when the decisions are not part of its day-to-day responsibilities. While many people both inside and outside the organization have some input into the advertising and promotion process, direct responsibility for administering the program must be assumed by someone within the firm. Many companies have an advertising department headed by an advertising or communications manager operating under a marketing director. An alternative used by many large multiproduct firms is a decentralized marketing (brand management) system. A third option is to form a separate agency within the firm, an in-house agency. Each of these alternatives is examined in more detail in the following sections. The Centralized System LO 03-2 In many organizations, marketing activities are divided along functional lines, with advertising placed alongside other marketing functions such as sales, marketing research, and product planning, as shown in Figure 3–2. The dvertising manager is responsible for all promotions activities except sales (in some companies this individual has the title of marketing communications manager). In the most common example of a centralized system, the advertising manager controls the entire promotions operation, including budgeting, coordinating creation and production of ads, planning media schedules, and monitoring and administering the sales promotions programs for all the company’ s products or services. The specific duties of the advertising or marketing communications manager depend on the size of the firm and the importance it places on promotional programs. Basic functions the manager and staff perform include the following. Planning and Budgeting The advertising department is responsible for developing advertising and promotions plans that will be approved by management and recommending a promotions program based on the overall marketing plan, objectives, and budget. Formal plans are submitted annually or when a program is being changed significantly, as when a new campaign is developed. While the advertising department develops the promotional budget, the final decision on allocating funds is usually made by top management. Chapter 3 ORGANIZING FOR ADVERTISING AND PROMOTION 71 Administration and Execution The manager must organize the advertising department and supervise and control its activities. The manager also supervises the execution of the plan by subordinates and/or the advertising agency. This requires working with such departments as production, media, art, copy, digital/interactive, and sales promotion. If an outside agency is used, the advertising department is relieved of much of the executional responsibility; however, it must review and approve the agency’s plans. Coordination with Other Departments The manager must coordinate the advertising department’s activities with those of other departments, particularly those involving other marketing functions. For example, the advertising department must communicate with marketing research and/or sales to determine which product features are important to customers and should be emphasized in the company’s communications. Research may also provide profiles of product users and nonusers for the media department before it selects broadcast or print media. The advertising department may also be responsible for preparing material the sales force can use when calling on customers, such as sales promotion tools, advertising materials, and point-of-purchase displays. Coordination with Outside Agencies and Services Many companies have an advertising department but still use many outside services. For example, companies may develop their advertising programs in-house while employing media buying services to place their ads and/or use collateral services agencies to develop brochures, point-of-purchase materials, and so on. The department serves as liaison between the company and any outside service providers and also determines which ones to use. Once outside services are retained, the manager will work with other marketing managers to coordinate their efforts and evaluate their performances. A centralized organizational system is often used when companies do not have many different divisions, product or service lines, or brands to advertise. For example, airlines such as Southwest, American, and JetBlue have centralized advertising departments, as do major retailers such as Target, Walmart, and Best Buy. Many companies prefer a centralized advertising department because developing and coordinating advertising programs from one central location facilitates communication regarding the promotions program, making it easier for top management to participate in decision making. A centralized system may also result in a more efficient operation because fewer people are involved in the program decisions, and as their experience in making such decisions increases, the process becomes easier. At the same time, problems are inherent in a centralized operation. First, it is difficult for the advertising department to understand the overall marketing strategy for the brand. The department may also be slow in responding to specific needs and problems of a product or brand. As companies become larger and develop or acquire new products, brands, or even divisions, the centralized system may become impractical. The Decentralized System In large corporations with multiple divisions and many different products, it is very difficult to manage all the advertising, promotional, and other functions through a centralized department. These types of companies generally have a decentralized system, with separate manufacturing, research and development, sales, and marketing departments for various divisions, product lines, or businesses. Many companies that use a decentralized system, such as Procter Gamble, Unilever, and Nestle, assign each product or brand to a brand manager who is responsible for the total management of the brand, including planning, budgeting, sales, and profit performance. (The term product manager is also used to describe this position. The brand manager, who may have one or more assistant brand managers, is also responsible for the planning, implementation, and control of the marketing program. 1 72 Chapter 3 ORGANIZING FOR ADVERTISING AND PROMOTION EXHIBIT 3–2 Many of Procter Gamble’s brands compete against each other CHAPTER 3 Corporate Production Finance Marketing Research and development Human resources Sales Product management Marketing services Brand manager Advertising department Marketing research Ad agency Brand manager Sales promotion Package design Merchandising Ad agency Brand manager FIGURE 3–3 A Decentralized Brand Management System Ad agency Under this system, the responsibilities and functions associated with advertising and promotions are transferred to the brand manager, who works closely with the outside advertising agency and other marketing communications specialists as they develop the promotional program. 2 In a multiproduct firm, each brand may have its own ad agency and may compete against other brands within the company, not just against outside competitors. For example, Exhibit 3–2 shows ads for Tide and Gain, which are both Procter Gamble products that compete for a share of the laundry detergent market. As shown in Figure 3–3, the advertising department is part of marketing services and provides support for the brand managers. The role of marketing services is to Chapter 3 ORGANIZING FOR ADVERTISING AND PROMOTION 73 assist the brand managers in planning and coordinating the integrated marketing communications program. In some companies, the marketing services group may include sales promotion. The brand managers may work with sales promotion people to develop budgets, define strategies, and implement tactical executions for both trade and consumer promotions. Marketing services may also provide other types of support services, such as package design and merchandising. Some companies may have an additional layer(s) of management above the brand managers to coordinate the efforts of all the brand managers handling a related group of products. This system—generally referred to as a category management system—includes category managers as well as brand and advertising managers. The category manager oversees management of the entire product category and focuses on the strategic role of the various brands in order to build profits and market share. Each category manager will have one or more brand managers reporting to him or her for each specific brand as well as an advertising manager. The advertising manager may review and evaluate the various parts of the program and advise and consult with the brand managers. This person may have the authority to override the brand manager’s decisions on advertising. In some multiprodu ct firms that spend a lot on advertising, the advertising manager may coordinate the work of the various agencies to obtain media discounts for the firm’s large volume of media purchases. Category management is often used in large multiproduct or divisional companies. For example, Procter Gamble’s broad portfolio includes 86 brands (22 of which generate more than a billion dollars in revenue each year) which are assigned to one of three major divisions: Beauty Grooming, Health Well Being, and Household Care (Exhibit 3–3). Each division includes multiple product categories to which individual brands are assigned for management purposes. For example, the North American Household Care Brands division contains seven product categories including laundry and fabric care, household cleaners, baby and child care, batteries, paper, dishwashing, air fresheners, and paper. An advantage of the decentralized system is that each brand receives concentrated managerial attention, resulting in faster response to both problems and opportunities. The brand managers have full responsibility for the marketing program, including the identification of target markets as well as the development of integrated marketing communications programs that will differentiate the brand. The brand manager system is also more flexible and makes it easier to adjust various aspects of the advertising and promotional program, such as creative platforms and media and sales promotion schedules. 5 There are some drawbacks to the decentralized approach. Brand managers often lack training and experience. The promotional strategy for a brand may be developed by a brand manager who does not really understand what advertising or sales promotion can and cannot do and how each should be used. Brand managers may focus too much on short-run planning and administrative tasks, neglecting the development of long-term programs. Another problem is that individual brand managers often end up competing for management attention, marketing dollars, and other resources, which can lead to EXHIBIT 3–3 PG’s broad portfolio of brands are assigned to various categories for management 74 Chapter 3 ORGANIZING FOR ADVERTISING AND PROMOTION unproductive rivalries and potential misallocation of funds. The manager’s persuasiveness may become a bigger factor in determining budgets than the long-run profit potential of the brands. These types of problems were key factors in Procter Gamble’s decision to switch to a category management system. Finally, the brand management system has been criticized for failing to provide brand managers with authority over the functions needed to implement and control the plans they develop. 6 Some companies have dealt with this problem by expanding the roles and responsibilities of the advertising and sales promotion managers and their staff of specialists. The staff specialists counsel the individual brand managers, and advertising or sales promotion decision making involves the advertising and/or sales promotion manager, the brand manager, and the marketing director. For example, General Motors, which is the largest advertiser in the United States, decided to drop its brand management system and give division marketing directors more control of the advertising and promotion for its various models. 7 The traditional brand management system has come under attack recently as critics argue that brand managers spend too much time on internal issues such as planning and budgeting and do not devote enough effort to external matters or to creativity and problem solving. 8 It has also been argued that this system is becoming increasingly outdated in the apidly changing world of digital media as is discussed in IMC Technology Perspective 3–1. LO 03-2 CHAPTER 3 In-House Agencies Some companies, in an effort to reduce costs and maintain greater control over agency activities, have set up their own advertising agencies internally. An in-house agency is an advertising agency that is set up, owned, and operated by the advertiser. Some in-house agencies a re little more than advertising departments, but in other companies they are given a separate identity and are responsible for the expenditure of large sums of advertising dollars. Large advertisers that use in-house agencies include Hyundai, Avon, Revlon, and Benetton. Many companies use in-house agencies exclusively; others combine in-house efforts with those of outside agencies. For example, retail giant Target has an internal creative department that handles the design of its weekly circulars, direct-mail pieces, in-store displays, promotions, and other marketing materials. However, the retailer uses outside agencies to develop most of its branding and image-oriented ads and for specific TV and print assignments. Other retailers such as Benetton and Banana Republic also have in-house advertising departments that work with outside agencies. A major reason for using an in-house agency is to reduce advertising and promotion costs. Companies with very large advertising budgets pay a substantial amount to outside agencies in the form of media commissions. With an internal structure, these commissions go to the in-house agency. An in-house agency can also provide related work such as production of collateral materials, digital media, package design, and public relations at a lower cost than outside agencies. A study by M. Louise Ripley found that creative and media services were the most likely functions to be performed outside, while merchandising and sales promotion were the most likely to be performed in-house. 9 In house agencies are also preferred by some companies because they keep the marketing communications function more closely tied to top management. A study by Forrester Research found that nearly 60 percent of in-house agencies report directly to the company’s CEO or chief marketing officer (CMO). 10 Another reason is the stability an n-house agency provides because external agencies have much higher turnover levels which can take a toll on the client-agency relationship. In contrast, in-house agencies are known for retaining their personnel and have a turnover rate of less than 5 percent. 11 Saving money is not the only reason companies use in-house agencies. Time savings, bad experiences with outside agencies, and the increased knowledge and understanding of the mark et that come from working on advertising and promotion Chapter 3 ORGANIZING FOR ADVERTISING AND PROMOTION 75 IMC Technology Perspective 3–1 gt; gt; gt; How Technology Is Changing the Role of the Brand Manager The brand management concept originated at Procter Gamble nearly 80 years ago. A young employee working on an advertising campaign for the company’s Camay soap brand became frustrated with having to compete against competing brands from Lever and Palmolive as well as PG’s own flagship Ivory soap brand. He sent a memo to PG management which argued that more focused attention should be paid to Camay, as well as to other PG brands, and suggested that there should be an individual or team of people responsible for overseeing all aspects of marketing each product. The idea was that each brand would be managed as if it were its own company which would result in more attention being given to it, particularly with respect to marketing. The brand management system was adopted by PG and widely emulated in one form or another by companies throughout the world, particularly those with multiple brands competing in a product category. Marketers viewed brand management as a way to decentralize their decision making and give