Customers and Customer Value Essay

†¢Marketing involves: 1.Managing profitable customer relationships 2.Awareness – attracting/retaining customers 3.Increasing a customer’s willingness to pay †¢Breadth and Depth of Marketing Market: people with desire and ability to buy a specific product All organizations market and people market themselves †¢Dating, PEY oIdeas and values are marketed Buyers may be different than end customer (B2B, B2C) Social Marketing: influence behavior of individuals, benefit to individuals or society not marketer †¢Anti-smoking †¢Consumer Behaviour (B2C/B2B) Heart of marketing satisfying needs and wants of consumers better than competition oValue is only what is perceived by consumer Customer’s see solutions for delivering customer value, not in terms of attributes †¢Fundamental Principles of Marketing oWhat are drivers of customer value? Their benefits/costs †¢Consumers Who are the competitors that satisfy the similar needs †¢The competitors Offer a product/service whose attributes deliver the value as good as or better than the competitors †¢The Company †¢Methods of Discovering customer behavior Needs: Psychological deprivation (food, shelter) Wants: Needs shaped by culture and the individual (burger vs. Tofu) oQualitative research Quantitative Research Feedback Competitive intelligence Socio-economic trends Consumer purchase decision process †¢Buyers may skip a stage depending on how involved they are in the purchase: oHigh involvement if product is: †¢Expensive †¢Serious personal consequences †¢Reflects social image High involvement results in consideration of †¢More brands †¢More product attributes †¢More information sources †¢More time spent searching High involvement †¢Provide education about category and info on product Low involvement †¢Buyers react to price, convenience and familiarity †¢The Marketing Process Identify Consumer Needs & Wants †¢Needs: Psychological deprivation (food, shelter, etc.) †¢Wants: Needs shaped by culture and the individual (burgers vs. tofu) oSegment, Target and Position (STP) †¢Segmentation and Targeting – Who to Serve †¢Choose which customers to serve †¢Positioning – How to Serve †¢Identify key benefits of offering, points of difference with rivals oDevelop and Execute a Marketing program based on the Marketing Mix (4 Ps) †¢Product †¢Features, brand name, packaging, service, warranty †¢Place †¢Outlets, channels, coverage, transportation †¢Price †¢List price, rebates, discounts, payment period †¢Promotion †¢Advertising, sales promotion, merchandising, personal selling, publicity †¢How to Position yourself with customers †¢Market leader Encourage habitual purchase, keep quality high, reinforcing ads, avoid stock outs †¢Challengers Encourage variety seeking Encourage trial (coupons), try something new ads Build Profitable Customer Relationships †¢Basic Relationships (low-margin customers) vs. Full Relationships (key / dominant customers) †¢Frequency marketing programs †¢Rewards, encourage customers to spend more †¢Club marketing programs †¢Offer members discounts for being member †¢Customer Satisfaction †¢Satisfied customers are loyal (migrate rate of 5%) †¢Refer company to others (tell average of 3 others) †¢Less price sensitive †¢Customer Dissatisfaction †¢Migrate at 40% †¢Don’t complain (96% never report back) †¢Tell average of 11 people about problems oManage Product Portfolio †¢Should you keep all your products? †¢Should market them all the same way? †¢Can you increase the products in your portfolio? †¢BCG Growth Share Matrix †¢Market Growth Rate (y-axis) vs. Relative Market Share (x-axis) †¢High – High: Stars †¢Low – High: Cash Cows †¢High – Low: Question Marks †¢Low – Low: Dogs MarketsProducts CurrentNew CurrentMarket Penetration -Selling more products in existing marketsProduct Development -Selling new products in existing markets NewMarket Development -Selling existing products in new markets (geographic or new segments)Diversification -Selling a new product in new markets How your product portfolio could be expanded Tim Horton’s: MarketsProducts CurrentNew CurrentMarket Penetration -High density in geographic area -Heavy advertising -High demand to be franchisors -Regularly upgrades facilitiesProduct Development -Bagels and cappuccino -Sandwiches, wraps, soups NewMarket Development -Expansion to campuses -TimShop (online) -Expansion into U.S.Diversification -Partnered with U.S.-based Cold Stone Creamery Lecture 7 †¢5 steps of STP oGroup potential buyers into segments †¢Geographic, demographic, psychographic, behavioral †¢How do organizational buyers differ †¢Demand for your product is derived from demand of buyers product †¢Fate tied to buyers fate †¢Common to have Few dominant customers and long term relationships Provide competitive bids Have multiple people involved in the purchase †¢To increase likelihood of B2B success †¢Understand the purchasing organization’s needs †¢Understand the organization buying process oRight bidding list, who is influential and who to pay attention to oGroup products to be sold into categories †¢Multiple products with some common trait (often consumer type) †¢Useful where multi consumer type, each with own needs, but not one product to meet all needs †¢Business vs commercial aircraft Develop Market/product grid and estimate size of market Select Target Markets †¢Expected Financial Performance †¢Size and growth, purchasing power, profits †¢Competitive Position †¢Competitive in segment now and over time †¢Accessibility †¢Segment can be reached and served at reasonable price †¢Fit with the Organization †¢You can deliver an effective marketing program oTake marketing actions to reach target market †¢4 P’s †¢Product positioning Head-to-head or Differentiation †¢Challenges in repositioning To change how consumers view an offering relative to competition oHuge advertising costs to change beliefs of people Consumers may be confused about what your brand stands for oConsumers may not buy your claim Why reposition †¢Reacting to competition †¢New Balance vs. Nike †¢Reaching new market †¢Chocolate milk for adults †¢Catching a rising trend †¢Health trends †¢Changing the value added †¢Trade down or up Lecture 8 †¢First P in 4 Ps (â€Å"Product†) †¢Hard to do well o90% of new products fail in first year oCommon among successes †¢Uniquely, superior point of difference †¢Has to work well, has to be valued in the market Lecture 9 Pricing and Channels †¢2 Ps: Price and Place †¢Price The money exchanged for ownership of goods/services Prices involves perception of value and will vary †¢Cheaper price for equivalent quality has higher value †¢Higher price can signal quality (watches, cars) †¢There is a tradition of getting stuff for free or very cheap over internet that is hard to change (vs. by phone or TV) †¢Pricing matters a lot Affects customers’ view Discussion starts with pricing, †¢Goes more generally to marketing than strategy †¢Why change your price? Demand, cost, competition †¢How will people react People place premium on option, if feel getting less, will be dissatisfied and feel violated †¢Market mix over product life cycle for price (in order of 4 stages) oSkimming penetration, gain market share, defend market, stay profitable †¢Factors affecting pricing decisions oInternal Factors †¢Marketing objectives †¢Marketing mix strategies †¢Costs †¢Organizational considerations External Factors †¢Demand †¢Competition, resellers †¢Economy †¢Government †¢Steps in setting prices Identify pricing constraints and objectives †¢Constraints †¢Demand, stage in product life cycle, single vs product line, cost of producing, marketing, changing prices, Competitive market and competitors †¢Objectives †¢Profit or just survival †¢Sales and or market share (revenue, unit volume) †¢Social responsibility Estimate demand and revenue †¢All else being equal, as price falls, demand increase †¢Except for †¢Luxury goods †¢Demands also affected by oPrice and availability Income levels Changing buyer tastes and preferences †¢Marketing Managers want to know â€Å"price elasticity† of demand †¢% change in quantity demanded relative to % change in price oSlope of demand curve Elastic demand †¢Slight decrease in price, steep increase in demand †¢Substitutes usually (no alternatives usually non elastic) oEstimate Cost, volume, profit relationships †¢Total cost = total fixed cost + total variable costs †¢Break-even analysis (sales equal costs): †¢Determines profitability at different levels of sales †¢BEP = Total fixed cost / (unit price – unit variable cost) oSelect an approximate price level †¢Pricing based on demand †¢skimming pricing – high price when hungry initial buyers are not price sensitive †¢penetration pricing – low price to attract buyers (wii) †¢prestige pricing – signal quality with the price †¢price lining – set of prices through a product line (ex. bauer 70, 80, 90, apx) †¢odd-even pricing – prices ending in .99 seem lower †¢target pricing – when a specific price to buyer is a goal †¢bundle pricing – price for a package of multiple products †¢yield management pricing – match demand and supply dynamically to customize prices †¢Pricing based on cost †¢standard mark-up – add a fixed percentage to the cost of all similar items †¢cost-plus pricing – add a mark-up to the cost (consulting) †¢experience curve pricing – lower the price as your own costs come down the learning curve †¢Pricing based on profit (little role for demand and competition) †¢target profit pricing †¢target return-on-sales pricing †¢target return-on-investment pricing †¢Pricing based on the competition †¢Customary pricing (ie. Swatch, chocolate bars) (all the same) †¢price above, at or below similar products †¢Loss leader pricing – sell something at a discount to get people into your store oSet up the list (quoted) price †¢One price for all flexible pricing †¢Must be consistent with all products in product line †¢Must be legal †¢Must be consistent with client perceptions of product †¢Needs to avoid price-cutting by competitors †¢Price cut only when you can win (rare) †¢Have cost or tech advantage over rivals oMake adjustments to the price †¢Discounts †¢Quantity, BOGO †¢Seasonal †¢Functional/Trade †¢Cash †¢Allowances †¢Trade in allowance for buyers †¢Promotional allowance †¢EDLP (no need to wait for sales) †¢Geographical Adjustments †¢Transportation/shipping costs and whether buy or seller pays †¢Market mix over product life cycle (Place/channels) Limited, build, selective, more intensive distribution, fewer selective †¢Channel Individuals or firms that help get the product/service to the end user †¢B2C directly, or use intermediary, such as future shop (less contacts) oRetailers are channels (but so are distributors and resellers) †¢Benefits of direct channels (producer to seller) Greater control Lower variable cost Direct contact Quicker response to changes No need to look for middleman Internet makes direct distribution easy †¢Benefits of indirect channels Fewer contacts to manage Can match product assortment with customers Less need for producer to have a sales presence Allows multiple channels for same product †¢Apple through site, apple store, BestBuy Leverage a channel partner with existing customer relations oLower fixed cost (no sales team) †¢Conflicts between channel partners Vertical conflict †¢Issues in chain (producer to retailer) Horizontal Conflict †¢Issues at same level (retailer to retailer) †¢Challenges of moving from indirect to direct May lose distribution (disintermediation) Buyer loyalty to retailer not product Extra costs involved (e-tail, shipping, sales, customer services) †¢Factors in choosing a channel Business environment Characteristics of your customers †¢Who, what, where Characteristics of your product (complex or evangelize) †¢Ice-cream vs. jets Characteristics of your company (B2B, global, languages) What channels and intermediaries are most profitable Lecture 10 †¢4th P, Promotions †¢The communication process oSee chart in lecture notes by Chris †¢The promotional mix What communication tools are available †¢Advertising †¢Vary Expensive (variable_, provides reasons to buy products †¢Control over channel of message †¢Large numbers see message †¢Hard to determine response †¢Personal selling †¢Face-to-face †¢Very expensive (fixed cost) †¢Control over message (sales people can differ( †¢Targeted receivers †¢Immediate responses †¢Public relations †¢Unpaid, non-personal communication, from third party †¢Little control over message †¢Highly credible, not seen as self-serving †¢Hard to know responses †¢Sales promotion †¢Samples, coupons, rebates †¢76% of marketing expenditures for packaged goods †¢Short run (decline in advertising efficiency) †¢Control over message (not building loyalty) †¢Immediate Response †¢Direct marketing †¢Over phone, or internet †¢Mass or micro, becomes annoying (telemarketers) †¢Control over message †¢Targeted received †¢Immediate responses †¢Developing the promotional mix In product life cycle: to inform, to persuade, to remind Product characteristics †¢Level of complexity †¢More complex, more personal selling †¢Potential Risk (financial, social, physical) †¢Greater risk, more personal selling †¢Ancillary services (service/ support required post sale) †¢Advertising establishes reputation †¢Direct marketing can describe customization †¢Personal selling builds buyer confidence and provides evidence of customer service oKnow your target market †¢Who is buyer and what is buying behaviour †¢Place of purchase, reason, how big is market (mass or custom, first time or repeat oDecision stage of buyer †¢See chart in Chris’ lecture notes oChannel strategy †¢Push (want channel to sell it, target channel not end consumer) †¢Push product through channel with goal of getting channel members to push it to customers †¢Direct promotional mix to channel members to gain cooperation †¢Personal selling and sales promotions play major roles †¢Pull (channel users want to get it from you, targeted at end consumer more) †¢Product is pulled through channels †¢Direct promotional mix at ultimate consumers to encourage them to demand product †¢Mainly advertising and direct marketing to reach end consumers †¢Developing, executing and evaluating the integrated marketing communications program oCoordinates all promotional activities to provide a consistent message across all touch points oKnow target audience and how to market to them oIMC Program 3 stages †¢Planning Stage †¢Awareness, interest, evaluation, trial †¢Set budget based off o% of sales Competitive parity All you can afford †¢Design promotion, schedule it †¢Implementation †¢Execute the promotion plan †¢Carry out promotion †¢Control †¢Post-test the promotion †¢Make needed changes Evaluating IMC †¢Important to measure ROI †¢How many views, traffic to site, coupon redemption rate †¢Can occur during both implementation and control Lecture 11 †¢Three options/Modes for exploiting your new product or technology oLicensing †¢When to consider †¢When you don’t have the resources to bring it to market and don’t want to develop them †¢When you want to get the technology to market fast (win standards race) †¢When you want to stop other firms from R&D and patenting †¢Risks †¢Beneficial only while you have technological advantage Create a standard Stay at leading edge †¢Requires strong IP protection †¢Dependent on others for market success †¢May lock you into something when market is still emerging oPartnering (selling a component) †¢When to consider †¢When you don’t have the resources to bring it to market †¢When you want to get the technology to market fast †¢When credible partners can be identified and their endorsement sends a signal †¢When you are strategically important to partner †¢Risks †¢Larger, more established firms can take advantage (price/terms) †¢Partner can deskill you †¢Dependent on partner Market success and access to info and management †¢Partner can become disinterested oDIY (Do it yourself) †¢When to consider †¢Can bring it to market yourself or want to develop capabilities †¢When you have resources to do it †¢Understand requirements and behaviour of end consumer †¢Want to brand it with your name †¢You have clout with your ecosystem of players †¢Risks †¢Bleeding edge- rivals learn from your mistakes †¢Effort spent on marketing and distribution makes you lag in R&D †¢Lose nimbleness and speed †¢Understand market (buyers, competition and overall market (size and growth) †¢Want to devise an entry strategy to leverage advantages oEmphasize speed for lead time †¢Product, technology, people, partners, locations †¢Set up intangible entry barriers rather than relying only on proprietary advantage like patents oEmphasize selective focus †¢Clearly defined target market †¢Clearly defined partners, channels, suppliers Plus allow for experimentation †¢Adaptable and liquid resources & capabilities (rent, borrow or share) Decision depends on †¢Where you see future of company †¢Stability of industry †¢Value to other players †¢Potential for IP protection †¢Becoming a platform leader Industry platform is foundation technology or service that is essential for a broader, interdependent ecosystem of business †¢Requires innovations to be useful †¢No longer under full control of originator, may contain propriety elements oNeed to decide if you are going to purse a product or platform strategy oAchieving platform status requires specific decisions that govern †¢Technology evolution †¢Product and systems design †¢Business relationships within ecosystem oMany companies don’t succeed as they fail to tackle both: †¢Technology †¢Designing right interfaces, architecture, disclosing IP †¢Business †¢Making key complements, introducing incentives, defeat competing platforms oPlatform potential †¢Must satisfy two prerequisite conditions †¢Perform at least one essential function within system of use or solve an essential tech problem in an industry †¢Should be easy to connect to or build upon to expand system of use as well as allow new or even unintended end users Google is coring in internet search. Linus in web server operating systems for tipping. †¢Intellectual Property Protection Legal right granted by a government that allows inventor to preclude others from using the same invention for a maximum of 20 years oNeed to demonstrate that invention is †¢Novel †¢Not Obvious †¢Useful †¢Secret when the patent application is filed Benefits †¢Blocks others from using invention †¢Raises the cost of imitation by rivals †¢Helps to raise capital by signaling a competitive advantage †¢Helps in negotiating rights oLimitations †¢Requires disclosure of the invention in all countries †¢Monopoly is temporary †¢Rivals can often work around †¢Long, complex, costly to defend †¢Can be irrelevant if technology moves quickly Lecture 12: Business Start Up †¢Entrepreneurship Approaches †¢Causal Logic (start with goals expect return) †¢Evaluate opportunities on measurable market demand & competition †¢Select option with highest expected return †¢Specify resources needed to get the outcome you want †¢Most often used in developed, familiar products/markets †¢Means-Based (start with means avoid loss) †¢Evaluate alternatives based on given set of means + low cost experiments †¢Select option based on affordable loss rather than expected return †¢Obtain pre-commitments with customers, suppliers †¢Most often used in uncertain products / markets †¢Dealing with Uncertainty †¢Entrepreneurs pick a comfortable level of risk and push to increase return oBankers pick a desired level of return and push to reduce risk

English Written Task Essay

Prescribed question: How and why is a social group represented in a particular way? Title of the text for analysis: Things Fall Apart, Chinua Achebe Part of the course to which the task refers: Part 3: Literature – text and context Key Points: †¢ Define masculinity in Okonkwo’s viewpoint †¢ Explore how Okonkwo never shows his emotions because of fear †¢ Describe the struggle of Okonkwo’s strength †¢ Discuss the importance of Okonkwo’s reputation of Umuofia †¢ Explain why Okonkwo emphasized on his masculinity Critical Response In Chinua Achebe’s novel, Things Fall Apart, interpretations of masculinity were challenged. Masculinity commonly means the characteristics related to men. Okonkwo, a strong wrestler and leader, had his own attributes of what manliness was. According to Okonkwo’s definition of masculinity, men were presented as strong. Anything that did not demonstrate strength was considered as weak, which was not in his definition of masculinity. While masculinity meant having qualities of a man, Okonkwo was represented to show how he perceived a man truly defined through the factor of fear and why he displayed manliness in this approach. Okonkwo was afraid of showing emotions, because revealing any sentiments showed flaws. Okonkwo liked Ikemefuna and treated him as if he was his own son. However, Okonkwo did not show any emotions towards Ikemefuna. He thought showing affection was a sign of weakness. Due to his fear of imperfection, Okonkwo felt the emotions inwardly. The only real emotion he ever brought to life was anger. â€Å"The only thing worth demonstrating was strength.† (Achebe, 1994, p. 28) Showing emotions such as happiness or sadness was a portrayal of tenderness, which Okonkwo hated. If Okonkwo showed any emotion at all, it would be evidence that he was weak. In one scenario, Okonkwo had to choose his reputation of a strong male authority or his devotion to Ikemefuna, the one he thought of to be his son. This huge struggle to prove Okonkwo’s strength was questioned when he was forced to kill Ikemefuna. Okonkwo killed Ikemefuna when Ogbuefi Ezeudu ordered him to not touch the boy. (Achebe, 1994, p. 57) The man cleared his throat, drew up and raised his machete, Okonkwo looked away. He heard the blow. He heard Ikemefuna cry ‘my father, they have killed me!’ as he ran towards him. Dazed with fear, Okonkwo drew his machete and cut him down. He was afraid of being thought weak. (Achebe, 1994, p. 61) Okonkwo was afraid people would think that if he did not kill Ikemefuna, whom he loved, he would seem weak. His character to show others that he was not weak was a greater importance than his attachment for the boy. He wanted to be brave and keep his reputation as a wrestler and a leader of Umuofia. There was one instance that Okonkwo went against his definition of being manly. This showed the vulnerability of Okonkwo, which showed why he was afraid of being weak. Okonkwo became depressed after the death of Ikemefuna. He did not sleep and did not eat any food. (Achebe, 1994, p. 63) Okonkwo was compared to a â€Å"shivering old woman,† (Achebe, 1994, p. 65) showing that only woman showed their emotions. If a man could not get over the death of someone he loves, he was nothing more than a woman, who was generally the one that mourned the death of another. Being depressed over a death was a sign of gentleness, which Okonkwo did not desire. Shivering implies weakness because when people shiver, they shake, are unstable, and are not usually strong enough to hold themselves together. So, Okonkwo could not control himself in this situation. It also showed fear and a loss of composure, two things that a man should never express. The use of the word ‘old’ also showed how fragile he was becoming in this instance. It was a similar idea when Okonkwo thought he was old because old people in general were weak; as people get older, their heart and muscles were degenerated, so the quality was not durable. There was a reason why Okonkwo emphasized his masculinity. Okonkwo’s father, Unoka, was poor, weak, lazy, a failure and a coward. Unoka was in a lot of debt. He loved gentleness and idleness. He did not like the sight of blood. (Achebe, 1994, p. 6) In contrast, Okonkwo entered upon to be strong and hardworking, not wanting to be gentle or idle. The strong wrestler was not scared of blood at any moment, showing he was a strong individual that can deal with death of others. (Achebe, 1994, p. 67) From then on, Okonkwo wanted to show Umuofia that he was not similar to his father in any way; he wanted to be better than his father because he did not want to be known as a son of a borrower who did not give money back to the lender. As a result, Okonkwo worked to not be a failure like his father. He changed how he behaved as a man to be successful. (Achebe, 1994, p. 4) Okonkwo worked hard to have a title in Umuofia and to supply money for his family. Masculinity was shown in the fear of weakness because Okonkwo represented masculinity through his behavior. Masculinity was depicted in Okwonko’s fear of weakness. In some parts of this novel, Achebe showed the reader the wrong ways to be a man by showing what was weak, causing the readers to believe the complete opposite of how a man should truly act. Okonkwo was afraid of being weak because it would directly contradict his idea of how he should act as a man. He strived for strength and power. By showing his aversion of weakness to the readers, it gave Okonkwo’s definition of masculinity. Okonkwo viewed masculinity as strength, bravery, successful, and feelings of anger. Works Cited Achebe, C. (1994). Things fall apart. New York: Anchor Books.

Organisational structure of big bazaar Essay

The retail sector in India can broadly be classified as organized and unorganized where the share of unorganized sector is more than 93% of the total and includes the kirana stores, mom and pop stores and the ilk. The organized or modern retail sector on the other hand captures a mere 7% of the total market share. Modern retail is defined as a form of retailing whereby consumers can buy goods from a similar purchase environment across more than one physical location and operates under three levels: Specialist stores catering to some particular category of product such as footwear, pharma & beauty, food and grocery etc. – classified under level I. Departmental stores that cater to a few categories of retail put under level II, and malls where we find an agglomeration of many departmental stores, hypermarkets etc – classified under level III retail. ABSTRACT The growing number of modern retail outlets in India on the one hand and frequent sale seasons and talks of underperformance on the other point to a mixed bag and make us wonder whether the sector is on the right growth trajectory. In this report, rather than providing with just the facts, we have tried to understand the modern retail sector from an economist’s point of view and visualize its future-whether it is in its expansion or contraction phase. Motivated by the rising per-capita incomes and increased  spending on consumer goods, modern retail stores are coming up with new strategies and plans to unlock the Pandora box of the untapped and unorganized retail sector. In the course of the report, we try to find out – how the retail sector works, major regulations that affect its functioning and the challenges that await the sector and summarize with our analysis and recommendations. Note: We have used where we’ve analyzed the situation from a micro-economic point of view. INTRODUCTION The retail sector in India can broadly be classified as organized and unorganized where the share of unorganized sector is more than 93% of the total and includes the kirana stores, mom and pop stores and the ilk. The organized or modern retail sector on the other hand captures a mere 7% of the total market share. Modern retail is defined as a form of retailing whereby consumers can buy goods from a similar purchase environment across more than one physical location and operates under three levels: Specialist stores catering to some particular category of product such as footwear, pharma & beauty, food and grocery etc. – classified under level I. Departmental stores that cater to a few categories of retail put under level II, and malls where we find an agglomeration of many departmental stores, hypermarkets etc – classified under level III retail.

Discussion pages addition Research Paper Example | Topics and Well Written Essays - 500 words

Discussion pages addition - Research Paper Example Using scientific methods of study, the phenomenon involves investigation of the physical relationship that exist between animals and their immediate physical environment, as well as ecological relationships and interactions to other organisms. Of these studies the animal behavior includes aspects such as how animals feed for themselves, avoiding of predation and survival, deciding on who to mate with and the cycle of reproduction, and subsequent mothering ability and care for the progeny. Departing from the popular view of studying the animal behavior, the scientific method is a more systematic method of animal study using scientific methods and has evolved over the ages to be referred to as ‘Ethology’ a term that has evolved to find acceptance around the nineteenth century by French zoologist Isidore Geofrey. When describing animal behavior using scientific view, (Butler) provides four critical elements that scientific study of animal behavior must address, these include: causation, the development of the behavior, function, and the concept of evolution of that behavior. (798) The foraging behavior of animals especially the chameleon has received numerous popular and scientific arguments to suggest how the chameleon feeds. Of these, scientific theory becomes most preferred classifying the chameleons as active feeders and ambush forager or an intermediate class commonly referred to as the ‘cruise forager.’ (Peter, Anthony and Jay 3255) These animals have been studied both scientifically and by popular views. To this extent different studies use different terminologies to explain the behavior of chameleons. The scientific studies have their own ways of classifying and identifying the different species of chameleons; while the popular views have their own ways of analyzing the behavior and spices of chameleons. This is to say that, animal behavior can be studied differently. This is scientifically and by popular view of

Technical Rationality and Reflection in Action Essay

Technical Rationality and Reflection in Action - Essay Example Both technical rationality and reflection in action represents the views of a society that can be measured and explained logically. The two concepts are essential in the finding of solutions for most professional problems and difficulties. Therefore, technical rationality is concerned with establishment of technicality in a profession while reflection in action is concerned with the application of the acquired knowledge. Both technical rationality and reflection in action limit the application of real knowledge in professionalism. Reflection in action is also considered as the first step towards attaining technical rationality. This is because technical rationality is vital in defining technical proficiency. Technical proficiency in turn determines the professional capacity or ability of an individual. Technical rationality and reflection in action have often been considered as theoretical concepts. However, technical rationality and reflection have a high degree of application (Smith, 1999). Technical rationality and reflection are essential in health care administration. The healthcare sector is a significant sector to the country and this makes the sector to be of interest to the legal system of a country. The sector also has a significant number of employees who need clear specification on their duties and limitations. Health practitioners also require knowing their limitations and expectations in the medical practice. Medical ethics provide essential guidelines for heath workers in their practice. Efficient and all-inclusive health workers policies and ethics can only be achieved through application of technical rationality. Technical rationality enables healthcare administrators to design logical policies for healthcare practitioners (Kraska, 2004). Healthcare administrators are also responsible for handling legal issues within the practice. This proves technical rationality and reflection

Contemporary Topics in Professional Nursing Assignment - 1

Contemporary Topics in Professional Nursing - Assignment Example ributes of nurse leader that I learnt through handling the assignment include advocator for quality care, an articulate communicator as well as a mentor. â€Å"A nurse leader was also supposed to be a collaborator, a mentor, a risk taker, a role model and a visionary† (â€Å"Leadership,† 2014). It is through the last assignment that I also learnt that leadership involves sharing responsibility. Nurses in all fields of practices are obliged to maximize their leadership ability. â€Å"With the collective energy of shared leadership, nurses form strong networks and relationships that enhance excellence in nursing practice† (â€Å"Leadership,† 2014). The success of nursing profession also relies on the chief executive nurse because it is she or he that provides visionary leadership to the organization. His or her authorities and resources enhance the meeting of nursing standards. This cohesion of professional practice and operation activities within a health o rganization enhances the involvement of all nurses in decision-making a well as collaboration of interdisciplinary

Summary of story Essay Example | Topics and Well Written Essays - 250 words

Summary of story - Essay Example The narrator is quoted saying; â€Å"they have turned my pity into something hard and ugly† (Sedaris 2004). â€Å"Us and Them† runs along three key events. The first is a move. The narrator’s family has moved from the country of New York State to North Carolina Suburb (Sedaris 2004). The narrator clearly describes the difference in these two environments. Within a year, they move again, but to a spitting distance. Halloween, a popular American holiday is the second event. The Narrator expresses disappointment on this day. He was looking forward to going in a disguise to door for the traditional trick or treat; but they were off to the lake. He however went only to meet a coffee can full of bargain confectionery and with it a sign that read â€Å"DON’T BE GREEDY† (Sedaris 2004). Finally, on the night after Halloween, the entire Tomkins family shows up in costume at the narrator’s door for trick or treat. This angers the narrator who attributes this behaviour to their lack of a TV (Sedaris 2004). His anger graduates to hate when he is forced to give away his ‘earned’ candy to these pesky

Do Violent Video games encourage violent behavior Essay

Do Violent Video games encourage violent behavior - Essay Example However, what matters most is the thought that this can have significant impact on the child’s perspective about the reality. This has important impact on how the child will significantly understand the right from wrong set by the society. As stated earlier, those children exposed to violent games have the tendency to acquire violent behavior. This makes sense because in the first place, the bottom line impact of online violent games is said to be highly associated with children’s violent behavior. In order to understand this further, it is important to understand children’s behavior and his environment in detail. Children’s behavior and environmental influence Children’s behavior is susceptible to various influences in the environment. For instance, adult behaviors can be adapted by them. In fact, part of a children’s development of their behavior is highly influenced by the environment. In a family, parents are important persons in the live s of children because they tend to influence them. This is a clear illustration how an individual is being influenced by his immediate environment. However, children are not only influenced by their direct environment such as their family, they also acquire them from what they observed from their day to day interaction with other people, friends and media. This clearly emphasizes that there should be a significant impact on playing and watching violent video games among children. On the other hand, this belief was challenged at first due to methodological research issue concerning on the investigation of the association of children’s behavior and violent video games (Griffiths 203). This methodology includes observation of children’s free play. Eventually, the research method has significant limitations... Children’s behavior is susceptible to various influences in the environment. For instance, adult behaviors can be adapted by them. In fact, part of a children’s development of their behavior is highly influenced by the environment. In a family, parents are important persons in the lives of children because they tend to influence them. This is a clear illustration how an individual is being influenced by his immediate environment. However, children are not only influenced by their direct environment such as their family, they also acquire them from what they observed from their day to day interaction with other people, friends and media. This clearly emphasizes that there should be a significant impact on playing and watching violent video games among children. Â  On the other hand, this belief was challenged at first due to methodological research issue concerning on the investigation of the association of children’s behavior and violent video games (Griffiths 2 03). This methodology includes observation of children’s free play. Eventually, the research method has significant limitations or drawbacks that will eventually lead to a questionable result of the study. However, as research on the association of children’s behavior and violent video games increase over time, significant methodologies emerged to justify more reliable results (Konijn, Bijvank & Bushman 1038; Funk 387; Anderson et al. 151). These studies clearly emphasize a strong association of children’s environment and their behavior.

Career Development through International Mobility Essay

Career Development through International Mobility - Essay Example The LVMH Company came into existence as a result of the merger of Moet et Chandon, one of the largest manufacturers of champagne in the world, with a renowned manufacturer of cognac, Hennessey. In 1987, this group further merged with a fashion house, Louis Vuitton. LVMH is a France based group with over 56000 human resources out of which 63% employees work in different locations of the world. There exist 50 prestigious brands under this group, making it recognized as a global giant. It deals with various activities that include business in fashion goods and leather, spirits and wines, perfumes and cosmetics, watches and jewelry, among others. In this assignment, is going to major in the company of Christian Dior, because it is LVMH’s major holding company. It possesses 42.38% of its shareholding and voting rights of 59.3%. Christian Dior’s mass shareholder is also the chairman of both companies. He is LVMH’s CEO. By successfully integrating various famous inspira tional brands, other companies that offer luxurious products, e.g.  Richemont and Gucci, which are now the division of French conglomerate, are doing the same. The assignment also covers Chateau d’Yquem, which is a part of the oldest variety of the group, the manufacturer of first-class vintage wine. In order to make possible the adjustments of cross-cultures, a challenge to train its expatriates for international projects is being faced by LVMH. Therefore, the process of adjustment, involving the training of the employee along with his/her family, would be accelerated. Currently, the language courses are being developed by both pre-departure and post-arrival training. Intercultural training needs to be completed shortly as there exists an international position that needs to be filled without any delay. Due to this short training, the pressure to perform is not executed on such employees. In few cases, new joiners are helped by subsidiaries and the permission is granted to trainees for preliminary field trips. However, as per rule, before sending a candidate to an international exposure, some former international exposure, for instance, through studies or previous professional exposure, must be possessed by him. The kind of business conducted by LVMH requires its employees to possess the mobility factor. Usually, the employees are not found turning down international projects and assignments but it has been observed that the factor that hinders the mobility of an employee is related to the spouse. To tackle this, those young graduates are offered international assignments who are mostly single and who realize the importance of such international assignments as these are likely to help them develop effectively.  

Automotive Production Levels Research Paper Example | Topics and Well Written Essays - 1250 words

Automotive Production Levels - Research Paper Example The quantity demanded for Toyota’s automobiles depends firstly on the price, but also on the consumer preferences, prices of other automobiles’ manufacturers, and income (Gravelle & Rees, 2004). As it can be seen from the graph, where the relation between quantity demanded and price is represented, a higher price tends to reduce the quantity people demand, whereas a lower price tends to increase it. In what concerns the quantity produced, it is a function of the price, factors of production, e.g., capital, labor, technology, and number of competitors (Gravelle & Rees, 2004). As the graph presents, there is a direct relation between price and quantity produced so a higher price tends to increase the quantity produced, whereas a lower price tends to decrease it. The equilibrium price and quantity occurs when the quantity demanded and the quantity supplied are equal. On the graph, it is the point of intersection of Qd (quantity demanded) and Qs (quantity supplied). Solving the two equations for Qd and Qs we obtain the following equilibrium point: The equilibrium point is above the current production level and price charged by the company, which are Q= 2236162 units and P=2.43 million yen. Taking into consideration that the level of production has increased compared with the quarter of the previous year (as shown in Fig. 2), the management of Toyota should continue this trend of increasing the number of units produced in order to arrive at the equilibrium point. As it can be seen, this coefficient is higher than one so it can be said that demand for Toyota’s vehicles is elastic. Taking this into account, management of the company should analyze many factors before considering increasing the price of its products because the demand for the automobiles is very sensitive to price changes. Let us assume that the elasticity of demand calculated above

The Success of Treatments for Social Anxiety Disorder Essay Example for Free

The Success of Treatments for Social Anxiety Disorder Essay With the increased dependence on others because of the boom in societies’ populations, social skills are becoming more of a necessity in the normal functioning of individuals. Behaviors which obstruct the normal functioning of individuals in social situations are therefore a growing cause of concern. One such behavior is the psychological disorder, social anxiety disorder. Social anxiety disorder is a psychological disorder characterized by a persistent fear of negative evaluation from others in social situations to which the individual is exposed (Stein, 2006). Because of this increase in fear of experiencing humiliation, there is an observed pattern of irregular functioning as well as clinically diagnosed distress in the individual (Stein, 2006). This therefore stops the suffering individual from relating to others in regular social situations. Furthermore, the distress resulting from the fear incapacitates the individual from other day-to-day patterns of behavior. Social anxiety disorder manifests during early stages of human development and has been found to be one of the most prevalent mental disorders (Stein, 2006). Because of this, an increase in concern has been raised for the treatment of the disorder, especially because the nature of the disorder prevents individuals from seeking treatment of the same. This paper will deal with two therapies used in treating social anxiety disorder. The treatment procedures offered by cognitive-behavioral therapy and pharmacotherapy, the use of medicine in treatments. This will be done by reviewing several articles written by experts studying methods of treating the symptoms of social anxiety disorder. Also the effectiveness of the different treatment procedures in helping clients will be discussed. By the end of this paper a clearer picture will have been made of the research methods utilized in studying social anxiety disorder, the treatments suggested, and the effectiveness of such treatments. The Importance of Working Alliance Hayes, Hopes, VanDyke, and Heimberg (2007) conducted a study regarding the effectiveness of cognitive-behavior therapy in addressing the concerns of patients suffering from social anxiety disorder. One of the processes of cognitive-behavior therapy involves the firm establishment of an interpersonal relationship between the client and therapist. This relationship is known as the working alliance. Working alliance goes beyond forming a bond and involves the foundation of an agreement between the client and therapist regarding the tasks and goals of the therapy proceedings (Hayes et al., 2007). In their research study, Hayes et al. (2007) studied the role that working alliance played in having treatments result in effective treatments. The research was conducted through first assessing that the patients were seeking treatment for social anxiety disorder and that no other therapist was being consulted (Hayes et al., 2007). Participants were then asked to rate the level of distress they felt before entering the therapy. After the session, participants and third-person observers rated the perceived level of working alliance as well as the degree of helpfulness of the session (Hayes et al., 2007). Only the first session was studied by the researchers as they believed this first session was important in knowing if the client would come back or not. This may have limited the results as the researchers couldn’t make sure if the long-term effectiveness of the treatment is because of working alliance or because of other reasons. The research ended with the finding that high levels of working alliance didn’t lower the reported level of depression of the clients (Hayes et al., 2007). However, the treatment did get positive reports as to helpfulness. Those participants who reported moderate levels of working alliance showed decreases in depression (Hayes et al., 2007). In fact, those who reported before the session the highest levels of depression and showed the greatest decrease in depression after the session were those who reported average working alliance levels (Hayes et al., 2007). The research raises the question whether or not an entirely open relationship with therapists would help change the non-helpful social behavior of participants. Also, the research does not clearly point out whether it is the process which clients say is helpful or if it’s working alliance. More than anything, this study points out the need to study more the processes of cognitive-behavior therapy so that it will be understood what particular process helps social anxiety disorder patients. The Efficacy of Cognitive-Behavior Therapy A research study conducted through the review of relevant past research was conducted by Zaider and Heimberg (2003). Past research was tapped through the use of literature searches, reference lists and research databases (Zaider Heimberg, 2003). This provided the researchers with a long list of research papers to review – more than 100 papers were found but only 80 were accepted based on relevance. This method serves to summarize research conducted over the last fifteen years, making clear the contribution of each individual research conducted. But the study is limited because of the method used. Data still needs to be collected by studying the conclusions and proposals of this review of past literature. The studies reviewed also reflected several treatment procedures used in cognitive-behavior therapy. To name some of these treatments: relaxation training, social skills training, exposure, cognitive-restructuring techniques, and combined exposure and cognitive restructuring (Zaider Heimberg, 2003). However, the general conclusion that could be made was that the treatments were most efficient when applied together. The exact combination of treatments that would give the best results was not made clear though. But the research did conclude that the use of cognitive-behavior therapy greatly improves social performance fears (Zaider Heimberg, 2003). Moreover, the therapy resulted in the improvement of social skills and feelings of depression associated with the disorder (Zaider Heimberg, 2003). The research reflects that cognitive-behavior therapy is quick to answer the needs of social anxiety disorder. But it doesn’t answer the question of which aspect of the therapy directly contributes to the improvement. With the many treatments that may be used in cognitive-behavior therapy it is vague which one results in the best stage of improvement. There is also no explanation regarding the concepts used in this theory which help patients overcome their disability. Comparison between Cognitive Behavior Therapy and Pharmacological Interventions A handout for clinical practice guidelines (Paris, 2006) further discussed the efficacy of cognitive-behavior therapy in treating social anxiety disorder. The goal was to determine methods of improving the helpfulness of the therapy. This was done through a comparison of the data obtained from past researchers treating social anxiety disorder with three different treatments: cognitive-behavior therapy alone, cognitive-behavior therapy combined with prescribed medications, and pharmacology alone (Paris, 2006). However, this comparison method doesn’t control for certain conditions which might not be present in all studies. This would leave room for error in the data obtained and not make the conclusions objective and reliable. The research also enumerates the treatments applied in cognitive-behavior therapy. The list is similar to the list provided by Zaider and Heimberg (2003), as discussed earlier, except for the deletion of relaxation training and the addition of education and emotion-regulation approaches (Paris, 2006). When the researchers compared the effectiveness of the three above-mentioned conditions, no significant were noted. Therefore there were no added benefits to the use of the therapies in combination as compared to applying them separately. However, the findings did show that after stopping treatment, improvements made through cognitive-behavior therapy lasted longer than those in pharmacotherapy (Paris, 2006). Such findings raise the question as to why cognitive-behavior therapies are not the default treatment for social anxiety disorder. Combined Cognitive-Behavior Therapy and Pharmacotherapy As has been said in the previous study, there have been little to no proof showing the benefits of combining cognitive-behavior therapy with pharmocological treatments. However, medications have been found to lead to faster relief than cognitive-behavior therapy which takes a long and slow process (Rodebaugh Heimberg, 2005). On the other hand, medications have been associated with higher possibilities of relapse while cognitive-behavior therapy has shown low cases of relapse (Rodebaugh Heimberg, 2005). This accounts for the potential of exploring options for a combined treatments therapy. The possibility was studied through a review of current and recent research concerning combination treatments. But this review method fails to give a thorough control for factors which may affect the studied result along with the studied factors. There is no certainty of direct compatibility between studies. The review of the current state of knowledge served to show that some experiments had resulted in the growth of improvement effects through the combination of the two therapies (Rodebaugh Heimberg, 2005). However, this progress was observed only in the short-term effect of the therapy and no data is yet present as to the long-term benefits provided by combined treatments. It has further been found that clients who go through therapy may think that real-life practice situations as safe only when under medication. But when medication is stopped, the fear may return. This shows in truth, little improvement is made in the therapy sessions. This research brings about more questions for future research than it does provide answers. Of particular focus for future research would be the long-term rise in improvements through the early prescription of medication to a client and the delayed start of psychotherapy. Given that the effectiveness of therapy undergone while under medication may only be observed after the stop of such medication, therapy must extend after medication has been stopped. This picture gives a probable combination treatment set up. Pharmacological Treatments of Social Anxiety Disorder Stein (2006) presented his study considering the effect of clinical practices combined with advancements in medical research. This was done through the review of current clinical guidelines. The effects of known medications when applied to individuals suffering from social anxiety disorder were also considered. This method serves to provide a clear picture of the role of pharmacology in the clinical setting. It also identifies the most effective medicine to prescribe to a client asking for help for social anxiety disorder. Unlike other studies which only find basis on the helpfulness of particular pharmaceutical products in combating disorders, this method, evidence-based treatment, looks at clinical data in order to identify the best medication may be given to a client (Stein, 2006). The study reported that the selective serotonin reuptake inhibitors and serotonin-noradrenaline reuptake inhibitors were the primary pharmacological treatments recommended for manifesting social anxiety disorder (Stein, 2006). It was explained that selective serotonin reuptake inhibitors serve as effective short- and long-term treatments for social anxiety disorder. This treatment has been found to be superior to other medications available for social anxiety disorder. However, the occurrence of relapse was common in cases where treatments were not continued. It is therefore best to give long-term treatment for maximum improvement of the patient. Long- term treatment would also decrease the frequency of relapse. Instead of concluding that selective serotonin reuptake inhibitors alone should be used for treatment, this research only encourages more research. Although the best possible medication has been identified, the contribution of other known medications has not been forgotten. Stein leaves open the possibility of creating new medicines for the treatment of social anxiety disorder with selective serotonin reuptake inhibitors as the main ingredient. Summary of Research Material Reviewed To summarize the research findings discussed above, the only successful psychotherapy so far applied to social anxiety disorder is cognitive-behavior therapy. This may be because of the close working alliance between the client and therapist as well as the real life experimentation which acts as practice for the client. This treatment has been found to have more long-lasting improvements than pharmacological treatments. However, on the basis of quality of improvements observed, no significant difference has been found between cognitive-behavioral and pharmacological treatments. It is theorized though that the best improvement environment might be achieved through the combination of the two treatments. However, there is little evidence collected to support such a theory. It should also be noted that the most effective medication, on the basis of evidence from clinical records, has been identified as selective serotonin reuptake inhibitors. But the combination of this medication with others has not been considered or studied yet. Even though the research findings have not pinpointed the specific predictors of improvement in clients’ conditions, it has been shown that indeed social anxiety disorder may be treated. In fact the challenge for researchers is to make treatment conditions better in order to maximize the improvements already offered by current therapies. Reflection on Research Findings The research has served to the existing state of research clear. From the conclusions of the researchers it can be seen that successful treatments of social anxiety disorder have been achieved. However, the reliability of medication as a treatment for this disorder remains uncertain. Medication gives quick relief of the symptoms of social anxiety disorder. However, when taking medicine is stopped, relapse is not only likely, it is sure to follow. On the other hand, cognitive-behavior therapy offers a more stable process of improvement with fewer chances of relapse. Although this therapy takes longer in showing improvement, the wide variety of treatments it offers allows for the specialization of client-therapy interactions based on the specific concerns and situation of individual clients. This allows for a stronger foundation of change. This would improve interaction even outside the clinical setting. This is quite different from the role of medication which is only to prevent the manifestation of symptoms without addressing the cause of the actual behavior being treated. Although a combination treatment is hoped for, it should be remembered that medication might only bring about a false sense of reliance. Medication should therefore not be regarded as the primary intervention mechanism. It’s psychotherapy which empowers the individual to face different social situations. Cognitive-behavioral therapy gives the patient the ability to develop coping mechanisms which he or she will learn to apply in many different social interactions that may come his or her way. References Hayes, S.A., Hope, D.A., VanDyke, M.M., and Heimberg, R.G. (2007). Working Alliance for Clients with Social Anxiety Disorder: Relationship with Session Helpfulness and Within-Session Habituation, Cognitive Behaviour Therapy, 36(1), 34-42. Paris, J. (2006). Social Anxiety Disorder. Canadian Journal of Psychiatry, 51(2), 35S-41S. Rodebaugh, T.L. and Heimberg, G.T. (2005). Combined Treatment for Social Anxiety Disorder. Journal of Cognitive Psychotherapy: An International Quarterly, 19(4), 331-345. Stein, D.J. (2006). Evidence-based treatment for social anxiety disorder. International Journal of Psychiatry in Clinical Practice, 10(1), 16-21. Zaider, T.I. and Heimberg, R.G. (2003). Non-pharmacologic treatments for social anxiety disorder. Acta Psychiatrica Scandinavica, 108(417), 72-84.

Harry Potter and the Chamber of Secrets Essay Example for Free

Harry Potter and the Chamber of Secrets Essay Harry Potter and the Chamber of Secrets is about Harry Potter and his friends at Hogwarts. In the beginning, Dobby went to Harry’s house and told him that he should not go to school this year. It is very dangerous. Harry went to school anyway. A cat and a lot of people got petrified. Some of Harry’s friends think it is him causing the problems. When Harry was playing Quidditch, Dobby made the ball hit him and Harry lost all of the bones in his arm. Then, Professor Lockhart taught the students at Hogwarts how to fight evil. Harry spoke in Parseltongue which is making sounds like a snake. Harry, Hermione, and Ron made a Polyjuice potion to catch Malfoy talking about petrifying all of the people. Then, Harry found a diary that writes back when you write in it. Tom Riddle is the one who wrote to him in the diary and told him that Hagrid opened the Chamber of Secrets. After Hermione is petrified, Dumbledore and Lucius Malfoy took Hagrid away because Lucius thought Hagrid was petrifying everyone. Hagrid told Harry and Ron to follow the spiders. Harry and Ron followed the spiders to the forest and the spiders almost killed them, but they escaped. Then, Voldemort took Ginny to the chamber and Harry, Ron, and Professor Lockhart had to go find her. Professor Lockhart cursed himself and Harry went to the chamber by himself. He found Ginny and Tom Riddle. Tom Riddle is Voldemort when he was a kid. Professor Dumbledore’s phoenix came and poked out the snake’s eyes and the magic hat gave Harry a sword. Then Harry killed the snake and stabbed the diary so Tom Riddle was dead. The best part of the book was when Lucius Malfoy gave Dobby a sock so he is free and doesn’t have to work for him anymore.

Implementation of a Marketing Plan

Implementation of a Marketing Plan EXECUTIVE SUMMARY INTRODUCTION The present financial crisis has negatively affected not only the US market but also International markets with economies experiencing negative global growth in Gross Domestic Products (GDP) and decreases in global consumption levels. Now more than ever, companies (in Trinidad and Tobago) are faced with reformulating their business strategies in order to boost sales volumes by attracting customers through promoting traditional products but providing additional services not previously offered. Companies have to revisit their marketing strategies and implement new marketing plans that will not only create competitive advantage but also experience sustainable competitive advantage. As such the aim of this research is to identify and develop a marketing plan to strengthen Dhookups competitive advantage in Trinidad and Tobagos industry to viably survive in these current situations. Background Origin The company, now known as Dhookup, was originally formed by Mr. Kedelle Greaves in April 2008 to satisfy the growing needs of the working population by providing quality electronic products at a low costs compared to the Trinidad and Tobagos current market where such goods and services were seen as being very costly by customers. Currently, the company is operating at an adhoc basis with no formal marketing structure and Business plan. The Electronic products presently offered by the company are Laptops and Accessories, Desktop Computers, Cellular Phones, Digital Storages Devices, Games and Accessories, Electronic Accessories and Digital Cameras. In May 2009, the founder realise the need to restructure the operations and strategic planning of the company due to the present economic and financial global crisis in order to be remain competitive and viable in Trinidad market. A decision was made to reform the business from a sole proprietor to a partnership by inviting two investors to contribute equal amounts of capital, along with the founder, into the business which will be used to fund any additional investments and strategic future market plans. Snapshot of the Business The company was managed solely by the founder and now is managed equally by all investors with no other employees mainly because the present workflow was not demanding and did not require additional personnel. At present the company operates using a just in time system where, only when a customer wants an item, then the item is sourced and delivered. The customer makes a down payment (usually 50%), and then the order is placed for the item which approximately takes 2-3 weeks to be delivered. At the end of this period the customer collects the item by paying off the balance of the item. Mission Statement Dhookup will continue to be one of the premier electronic product and service provider within Trinidad and Tobago with an emphasis on Customer Relationship Management and timely satisfaction of consumer needs. Strategy Statement The Hook up will pursue a strategy of growth aimed at position the company as one the leading best costs electronic products and service providers in Trinidad and Tobago. SWOT analysis of the company Product and Services The company offers high quality products at an affordable price which is very competitive to the other similar suppliers in the market. Apart from providing competitive prices, consumers are well informed about the technical features and benefits of their desired purchases before any business is conducting by providing detailed information of the products specification, its capabilities and also similar products in the market. The company ensures that the customer is purchasing the correct product to suffice their desired needs and wants. Also, the company provides excellent after sales service customer support that is very unique to Trinidad and Tobagos industry. Customers have a luxury of after sales assistance, at no extra costs, in terms of trouble shooting of products and minor repairs. Any major repairs of electrical items are directed to an external partner who will automatically grant discounts on any services rendered. DHookups Product Mix is as follows: Laptops and Accessories Desktop Computer Cell Phones Digital Storages Devices Games and Accessories Electronic Accessories Digital Cameras Product Line RESEARCH OBJECTIVE Problem Statement The industry In the era of increasing technology advancements, the industry has seen a decrease in barriers to accessing products and services in regional and international markets by individuals and corporations. The public can now access these markets through various tools such as obtaining skyboxes and liaising with various import and export companies. The issues arising from this is that both individuals and companies are faced with the uncertainty of additional costs and risk incurred for importer these items to the local market. More and more companies either shift both the costs and risks involved in such transactions to consumer causing a strike in prices of these goods and services as compared to the international markets and/or an overall decrease in the level of customer service. Costs such as customs duties are not easily predicted due to the fact that as at present there is no formal costing structure on imported goods and services, thus values are determine by the customs department at the point of entry (please see appendix II for excerpt receipt statement). Customers engaging in acquiring skyboxes may be wary due to the uncertainty of the duties imposed on the items and also the risks involved in purchasing items on the internet. This acts as a deterrent to customers leaving them to rely on the local market, where there is limited variety. The Company Dhookup currently advertises based on referrals and recommendation by existing clients and there are no formal marketing strategies in terms of communicating the services provided by the company to the public. A lack of both strategic business and marketing plan has seen the company experience a lot of difficulties that hinders the growth of the business in the industry for both the short and long term. A lack of marketing strategies has contributed to low and inconsistent sales level. Due to the fact that business in generated solely on the referrals, the company does not presently have a huge clientele base and relies on existing customers for repeat purchases. This strategy has proven to be unreliable and needs to be addressed immediately to improve profit levels Brand awareness is one of the key issues and areas that need to be resolved and improved. Customers are unaware of the range of products and services offered by the company and there are no branding strategies initialise in the beginning in the incorporation of the company. Also, a more focussed should be placed on analysing the current and prospective product distribution channels available to the company. The company does not focus in any particular market in terms of advertising and distribution but instead provides products and services where necessary. By not focusing on any one particular target market the company cannot identify what their customers needs are and also what their purchasing patterns are like. Knowing your customer base is one the key areas that should be focused on when looking at what distribution channel is most effective. Objectives The main objectives of this marketing plan are to: Define the Target Market Identify the customer base Improve Brand Awareness. Identify the main competitors Outline a strategy for attracting and keeping customers Outline a financial plan to maintain consistent profit levels and growth As such the purpose of this practicum, in order to accomplish the set companys objectives, is to: Outline the importance and roles of Customer Relationship Management in sustaining competitive advantage Identify the Roles of Branding Identify the Importance and roles of Advertising LITERATURE REVIEW CUSTOMER RELATIONSHIP MANAGEMENT What is CRM Customer Relationship Management or CRM, according the Ellen Gifford, is focused on the relationship between the firm and its customers. Successful firms build customer relationships by: Satisfying goals between firms and customers, Both Consumers and the organisations has a set of conditions. Establishing and maintaining a positive customer connection Producing positive outcomes for the organisation and the customers. Jill Dyche states â€Å"CRM is defined as the infrastructure that enables the delineation of, and increase in customer value and the correct means by which to motivate valuable customers to remain loyal and indeed buy again.† In todays current marketplace, companies have to focus on the needs and wants of the customer which entails providing excellent customer service to gain competitive advantage over its competitors. Excellent Customer services focuses on providing 24 hour service to customers before, during and after a service has been delivered. According to Turban and Efrain, (2002), â€Å"Customer Service is a series of activities designed to enhance the level of customer satisfaction that is, the feeling that a product or service has met the customer satisfaction.† Customer relationship Management has evolved from a simple market concept representing a refocus of marketing with a greater emphasis on the creation of customer value. The main emphasis has shifted from satisfying customers needs to building long term relationship through value creation process (Evans Laskin, 1994). Improvements in Information Technology in the marketplace has empowered customers with greater and broader knowledge and facilitated the constant exchange of information between buyers and sellers. Firms are now focused on moving closer to customers, understanding their needs and allowing customers to actively shape their own expectation by co-creating value obtaining a strategic customer focus. Buttle (2002), states that CRM is â€Å"the development and maintenance of mutually beneficial long term relationships with strategically significant customers.† It is â€Å"an IT enhanced value process which identifies develops, integrates and focuses the various competencies of the firm to the voice of the customer in order to deliver long term superior customer value, at a profit to well identified existing and potential customer,† (Plakoyiannaki and Tzokas, 2001). Determinants of CRM In order to achieve these synergies between the customer and suppliers (firms) we must highlight what the underlying determinants of CRM are Trust and Value: Trust is defined as the willingness to rely on the ability, integrity and motivation of one company to serve the need of the other company as agreed upon implicitly and explicitly Value is defined as the ability of a selling organisation to satisfy the needs of the customers at a comparatively lower cost or higher benefit than that offered by competitors and measured in monetary, temporal, functional and psychological terms In addition to providing high quality levels of both trust and value, companies must also: Understand Customer needs and problems: This is an ongoing process and should take place before, during and after the sale is completed. Meet their commitments Must be honest: The company should also make sure the customer is always told the truth about the information provided for goods and services provided Have a long term perspective. Focus should be placed on establishing and retaining a long term relationship with the customer Developing customer relationship Successful management of the development process between the firm and the customer would lead to superior long-term performance of the organisation through improved customer retention. Ford et al suggested a relationship development model that consists of five stages: The pre-relationship stage: this is the event that triggers a buyer/supplier (customer/firm) to seek a new business partner The early stage: This is where experience is accumulated between buyer and supplier although a great degree of uncertainty and distance exists The development stage: This is where increased level of transactions lead to a higher degree of commitment and the distance is reduced to a social exchange. The long term stage: This is characterised by th e companies mutual importance to each other. The final Stage: This is where the interaction between the parties becomes institutionalised. According to the model in the early stages both parties are distant from one another but as time goes by the relationship is characterised by increased commitment and cooperation whereas in the later stages interaction decreases as the relationship is institutionalised. As with the life cycle model, the time span of each stage varies and it is difficult to predict how long both parties will remain in that stage before moving on or decide to not move at all and relinquish the relationship. As seen in the both models when the relationship enters the decline phase, both cooperation and the level of commitment and cooperation drops significantly. Firms are now faced with the task of attracting and retaining new and existing customers by ensuring that they maintain their positive relationship with customers through effective customer relationship management. Functions of CRM The functions of customer relationship management can be direct and indirect. Direct functions of CRM refer to profit, volume and safeguard as opposed to indirect functions which includes innovation, market, scout and success. In terms of CRM, direct functions are the basic requirements of the company that are necessary to survive in the competitive marketplace and the indirect functions are actions necessary to convince the customer to engage or participate in various marketing activities (Earl D. Honeycutt et al 2003) Profitability This distinguishes between the profitable customer who provides the firm with a positive cash flow and a high volume customer who helps the firm achieve economies of scale Volume this secures the necessary breakeven position of the firm and enables the firm to operate on a profit making basis Safeguard This improves the costs efficiency of a supplier and provides stability and control in sales in a dynamic marketplace. Innovation This allows products and processes to be developed together in order to improve the value of the offering to the customer. Market This wins customer support through referrals/recommendations when entering new markets and establishing new commercial and personal relationships Scout This results in market information gathered by customers and communicated to the supplier earlier than would have be known Access This refers to the help received from customers experience and networking when the firm interacts with authorities and trade associations. (Earl D. Honeycutt et al 2003) Though the functions of Customer Relationship Management is clearly outlined above, firms have different prospective on CRM on the whole. Some firms focus on CRM because they are driven by gaining competitive advantage as opposed to others who are view CRM as an opportunity to improve the relationship with another company to minimise the effects of market volatility. No matter what the firms objectives and goals are in utilising CRM tools, the models they choose must support these objectives by improving the overall relationship between the firm and the customer. This is accomplished by adding value to the customers experience. Evan and Laskin 1994 introduced a model of relationship selling that evidently differentiates between three underlying and fundamental components: Relationship inputs, relationship outcomes and assessment. According to the model, effective relationship management is understanding customer expectation, building service partnership with customers, empowering employees to fulfil customer needs and providing the best quality to customers to satisfy their respective needs (introduction of Total Quality Management (TQM). If implemented in the most effective manner these inputs would lead to positive outcomes such as improved customer satisfaction, loyalty, and increased customer perception of the firms product and services, which in turn would affect the firms profit. Of course the opposite applies if these inputs are not successfully implemented. The assessment state integrates two components, customer feedback and integration. Firms should engage in customer feedback mechanism to ensure at all times customer needs are being addressed and met. The firm should ensure that the relationship marketing processes is integrated into the strategic planning framework in order to align it to the firm s overall goals and objectives. Smith and Barclay 2003 identified a standard model for building effective customer relationship based on some key factors; Interdependence, Cooperation and mutual trust. The model highlights that both the customer and supplier perceive interdependence as the channel to cooperate and also the motivation to exchange a level of trust and commitment. Mutual Trust and Cooperation contribute significantly to the effectiveness of the relationship creating relationship dynamics. As the relationship grows and develops into a partnerships (maturity stage) both parties shares similar and agreed objectives and visions maximising the effectiveness of the relationship. Apart from the models highlighted above aimed to improving the relationships between both parties through CRM, Parasuraman et al (1996) also introduced the â€Å"GAP† model of service quality by identifying five major gaps that face organisation to meet customers expectation of the customers experience. BRANDING ADVERTISING AND PROMOTION METHODOLOGY Market Research is an objective, systematic collection and analysis of data representing a particular target market, environment and competition incorporating some form of data collection, either primary or secondary. The following key areas would be focused on in this section: Research design Target population and Sample Data Collection Technique Validity and reliability of the research Research Design The research design of the practicum depends on the extent to which the theory highlighted is derived. There are two types of research design; Deductive approach: Where you develop a theory and hypothesis (or hypotheses) and design a research strategy to test the hypothesis or Inductive approach: Where you collect data and develop the theory as a result of your data analysis (Saunders, Lewis and Thornhill, 2007), For the purpose of this research a deductive approach will be used. According to Robson (2002) there are five sequential stages through which deductive research will progress: Deducing a hypothesis from the theory (a testable proposition about the relationship between two or more concepts or variables). Testing the hypothesis in operational terms (i.e. indicating how the concepts or variables are to be measured). Relationships between two or more specific concepts or variables are proposed. Testing the operational hypothesis. Examining the specific outcome of the inquiry (confirming the theory or indication modification is needed) If necessary, modify the theory. Though the deductive approach is usually affiliated with the quantitative research design, this practicum would utilise a mixed approach design, focusing on both quantitative and qualitative approaches in gathering data through discussions, observations and questionnaires. The research design will be a descriptive study in order to portray an accurate profile of events and situations and to gain deeper insights into the main topic highlighted. The descriptive study, also known as the statistical approach, describes data and characteristics of the population being sampled by answering the questions who, what, where, when and how. The research was also designed in such a way to determine the spending habits of the targeted population with respect to age, gender and social disposition by gathering primary data. It also tested the participants knowledge of the industry and the perceived factors affecting Demand and Supply for the electronics products locals and internationally. Research Techniques As stated previously, the information gathered from the research was primary data, using research techniques such as Surveys and Observations of consumers and similar suppliers in the domestic market. The Survey was conducted through Eighty five (85) Questionnaires distributed and returned from a random sample of a targeted population. The questionnaire allowed the researcher the opportunity to answer who, what, where and how through various questions posed to the participants therefore using the desired descriptive research design. The survey would also allow the researcher to collect quantitative data to be analysed quantitatively and also collecting the data to suggest possible relationships between two or more variables which can be explored through existing models. The questionnaire tested the participants on various areas such as: The knowledge of customers in the market The online shopping awareness of customer The factors that affect the demand for products and services in the said market. Customer satisfaction Etc. Both techniques were also considered to be highly economical due to the constraints of the project both in time and financing as it can be quickly administered at low cost to the researcher. Sample and Population A random sample was taken from a population consisting of both UWI and Authur Lok Jack Students. Each participant was randomly selected and approached face to face by the researcher at different locations of the respected campuses. At the University of West Indies, St. Augustine Campus, random samples were taken from students entering the food court at lunch time to capture the heavy influx of students and also at the pickup area in the afternoon. At Arthur Lok Jack Graduate school of Business candidates were approached at the front desk during the evening sessions to capture the majority of students from different disciplines. Arthur Lok Jack Graduate School of business and the University of the West Indies students were chosen as the population mainly because they were seen as the ideal target market based on past and current purchases and demand trends. Credibility and Validity of the research Participants had a clear understanding of the purpose of the questions posed in the questionnaire and its objectives. Each questionnaire was distributed by the researcher in order to prepare for in any unforeseen problems arising from misinterpretation of the questions and as well explanations of the various terminologies used. It was felt that the researcher would be best person to answer any of these questions at any moment notice. Also, the questions were structured in order to facilitate the ease of completion of the form by ensuring that all questions were concise and straight to the point.

Act 5 sc 3 and Act 3 sc 3 in Shakespeares Coriolanus Essay -- Coriola

A tragedy typically deals with the downfall of an important character, in a serious play, via a fatal flaw. The audience would feel upset for the character as his weakness is not his fault and his in his nature. A tragedy has an unhappy ending or ongoing poignant events and during Act 5 sc3 and Act 3 sc3 in Shakespeare?s Coriolanus many of these take place. Coriolanus? weakness is his honesty. As we see later others know how to manipulate this which in turn brings him to his demise. Although he is modest and honourable the common people despise him as he is arrogant about his fighting skills and constantly insults them. ?You dissentious rouges, that, rubbing the poor itch of opinion make yourself scabs He speaks his mind and nothing but the truth and because of this the audience first see him as an arrogant character. Due to this at the beginning of the play the citizens are threatening rebellion and call him ?Chief enemy to the people!? Later on in the play the audience see him as modest as he doesn?t like praise for his great bravery in battle. ?I had rather have my wounds heal again than hear say how I got them.? Coriolanus is a born fighter and is even named after the Roman god of war Mars (Caius Martius). Because of this he receives the name ?Coriolanus? for his brave acts in battle. His mother Volumnia is a very strong, well spoken woman who has great speaking skills. She has brought Coriolanus up to be strong and fearless and follow her teachings, which causes him to be exactly like her in everyway. He has a great grasp of language and uses this to convey his true feelings. The political system in Rome at the time of the play is a democratic society. This allows the common people to vote for who they want to come to power. This is different to every other city at the time as elsewhere whoever came to power was determined by wealth. This came around after Kings had ruled Rome for years until the last king imposed himself upon a young girl, because of the distress received she later committed suicide in public. The commoners were furious about this and rose up against the king and took over. They took an oath never to allow another king in Rome and created a republic. The people are split into tribes in which each tribe has one vote determined by majority. Coriolanus believes this system to be wrong as he feels that the commoners aren?t able... ...to this insult immediately which allows Martius to see what he has become. The irony in the scene ultimately makes Coriolanus tragedy apparent. This is due to Coriolanus gradually giving in to the persuasive techniques of his mother. He had previously said that he would not be turned from his target; this gives Aufidius his reason to murder Coriolanus completing his tragedy fully. There is a long pause and Coriolanus is defeated. He holds his mothers hand and weeps, ?O mother what have you done Martius realises his fate and accepts it with dignity, ?But let it come.? Aufidius now has reason to regain his fortune and Coriolanus follows him back to meet his doom. In the end Coriolanus is brought down by his nature. Shakespeare made Coriolanus? love of his mother so strong that he could not disobey his nature to deny her. She held so much power over him and without knowing it this led her son to his death. Aristotle?s definition of a tragedy was: ?the downfall of an important character via a fatal flaw.? Shakespeare makes this so by making Coriolanus such a noble man. This in turn allows Coriolanus give into his mothers persuasive techniques and leads him to his downfall.

Rosa Parks :: Essays Papers

Rosa Parks Rosa Parks is famous for a lot of things. But, she is best known for her civil rights action. This happen in December 1,1955 Montgomery, Alabama bus system. She refused to give up her sit to a white passenger on the bus. She was arrested for violating a law that whites and blacks sit in separate sit in separate rows. She refused to give up her sit when a white man wished to sit there. The front was for whites only. The law says that blacks have to leave there sits in the next when all seats in the front were taken and whites still wanted seats. Before Rosa Parks was arrest, Montgomery’s black leaders had been discussing about the city bus. Parks allowed the leaders to use her arrest to speak a boycott of the bus system. Martin Luther king ,Jr. then was a Baptist minister in Montgomery, then was chosen as president. For 382 days, from 12/5/1955 to 12/20/1956 thousands of blacks refused to ride the buses. The boycott ended when the U.S. Supreme Court declared segregated seating on the city’s buses unconstitutional. The success encouraged other mass protests demanding civil rights for blacks. Rosa Parks held a variety of jobs and, in 1943. She became one of the first woman to join the Advancement of Colored People(NNCP). She severed as the organizations secretary from 1943 to 1956. Parks lost her job as a seamstress as a result of the Montgomery boycott. She and her family moved to Detroit in 1957. Where she worked for many years for Congressman John Conyers. She founded the Rosa and Raymond Parks Institute for Self Development to offer guidance to young African Americans in preparation for leader ship and careers. 1979, she won a Medal for her work in civil rights. She wrote an autobiography. Today, most of the people know her as a civil right action leader but, there is more then that one thing that she accomplished. Also, there is a Boulevard name after her in Detroit, it says "ROSA PARKS BLVD.

A Re-Hearing of Sir Gawain and the Green Knight :: Essays Papers

A Re-Hearing of Sir Gawain and the Green Knight As J.A. Burrow has recently reminded us, Middle English literature "requires the silent reader to resist, if he can, the tyranny of the eye and to hear. Certain of the writings ... make a further requirement. They treat the reader, not just as a hearer, but as an audience or group of hearers" (Medieval Writers 1). Sir Gawain and the Green Knight is such a poem, a literate composition designed for oral performance, bearing the imprint of a poet skilled at once in manipulating a text and using it to affect his audience in ways outside the scope of the oral poet. It is with this dynamic between text and audience in mind that I approach the process of "re-hearing" Sir Gawain. In doing so I hope to achieve some clarification of what Tolkien referred to as one of the "structural failures" of the poem the failure of Mary, Gawain's protectress, to receive any further acknowledgement after Gawain twice asks her help, during his journey and in the final temptation scene. Studies of structural repetition (Howard 1964, 430-33; Burrow 1966, 87-97) and numerological patterning (Hieatt 1968, 129-31; Eckhardt 1980, 141-55) demonstrate the Gawain-poet's ability to exploit the spatial and temporal control afforded by the technology of writing (Ong 1971, 23-27). As Kent Hieatt has shown, he consciously uses numerological patterns. Line 2,525, the last long line of the poem, echoes the opening line and reinforces the emphasis given to five and twenty-five in the description of the pentangle. In a similar manner, notes Hieatt, in the "companion poem Pearl, the line that echoes the first line of the poem is 1,212, and 12 is probably the significant numerical structure in the poem" (Eckhart, 1980, 65-78). While such numerological structuring would of course go unnoticed by an audience during performance, its existence gives us a picture of a poet able to apply a fairly sophisticated process of organization to the physical text. In this paper I will examine an other method of textual structuring, one which deals primarily with color patterns rather than numerical sequences, though predictably the two appear to be interrelated. The poem deals almost exclusively and abundantly in reds and greens. Red, the color of Gawain's symbol of perfection, the red-gold pentangle on a red field, appears A Re-Hearing of Sir Gawain and the Green Knight :: Essays Papers A Re-Hearing of Sir Gawain and the Green Knight As J.A. Burrow has recently reminded us, Middle English literature "requires the silent reader to resist, if he can, the tyranny of the eye and to hear. Certain of the writings ... make a further requirement. They treat the reader, not just as a hearer, but as an audience or group of hearers" (Medieval Writers 1). Sir Gawain and the Green Knight is such a poem, a literate composition designed for oral performance, bearing the imprint of a poet skilled at once in manipulating a text and using it to affect his audience in ways outside the scope of the oral poet. It is with this dynamic between text and audience in mind that I approach the process of "re-hearing" Sir Gawain. In doing so I hope to achieve some clarification of what Tolkien referred to as one of the "structural failures" of the poem the failure of Mary, Gawain's protectress, to receive any further acknowledgement after Gawain twice asks her help, during his journey and in the final temptation scene. Studies of structural repetition (Howard 1964, 430-33; Burrow 1966, 87-97) and numerological patterning (Hieatt 1968, 129-31; Eckhardt 1980, 141-55) demonstrate the Gawain-poet's ability to exploit the spatial and temporal control afforded by the technology of writing (Ong 1971, 23-27). As Kent Hieatt has shown, he consciously uses numerological patterns. Line 2,525, the last long line of the poem, echoes the opening line and reinforces the emphasis given to five and twenty-five in the description of the pentangle. In a similar manner, notes Hieatt, in the "companion poem Pearl, the line that echoes the first line of the poem is 1,212, and 12 is probably the significant numerical structure in the poem" (Eckhart, 1980, 65-78). While such numerological structuring would of course go unnoticed by an audience during performance, its existence gives us a picture of a poet able to apply a fairly sophisticated process of organization to the physical text. In this paper I will examine an other method of textual structuring, one which deals primarily with color patterns rather than numerical sequences, though predictably the two appear to be interrelated. The poem deals almost exclusively and abundantly in reds and greens. Red, the color of Gawain's symbol of perfection, the red-gold pentangle on a red field, appears

Emerging Wireless Technologies

A look into the future of wireless communications – beyond 3G Forward: The Public Safety Wireless Network (PSWN) Program is conducting an ongoing assessment of advancements in the wireless communications industry. The scope of this assessment is to identify emerging wireless services and technologies for potential public safety use in the near future and beyond. This particular document is the first of a series of emerging wireless technologies studies. This study will concentrate primarily on the fourth generation of mobile telecommunications and beyond. G – i. e. , an entirely packet switched network with all digital network elements and extremely high available bandwidth. For the most part, it is believed that 4G will bring true multimedia capabilities such as high-speed data access and video conferencing to the handset. It is also envisioned that 4G systems will be deployed with software defined radios, allowing the equipment to be upgraded to new protocols and services via software upgrades. 4G also holds the promise of worldwide roaming using a single handheld device. Wireless Generations At-a-Glance As with all technology progressions, the â€Å"next† upgrades must be in planning and development phases while its predecessors are being deployed. This statement holds true with all mobile telecommunications to date. It seems that it will also hold true for the next generations of wireless networks. The original analog cellular systems are considered the first generation of mobile telephony (1G). In the early 1980s, 1G systems were deployed. At the same time, the cellular industry began developing the second generation of mobile telephony (2G). The difference between 1G and 2G is in the signaling techniques used: 1G used analog signaling, 2G used digital signaling. As experience shows, the lead-time for mobile phone systems development is about 10 years. It was not until the early to mid 1990s that 2G was deployed. Primary thinking and concept development on 3G generally began around 1991 as 2G systems just started to roll out. Since the general model of 10 years to develop a new mobile system is being followed, that timeline would suggest 4G should be operational some time around 2011. 4G would build on the second phase Although the new, third generation (3G) wireless technology has not yet been implemented, leading companies in the industry are already laying the groundwork for what some are calling fourth generation (4G) technology. For the purposes of this article, 4G will be considered those technologies that are still in the planning stages and will not be deployed within the next five years. Researchers are continuing their ideas in the development of an undefined wireless world, which could become operational by 2010. The first generation (1G) and second generation (2G) of mobile telephony were intended primarily for voice transmission. The third generation of mobile telephony (3G) will serve both voice and data applications. There really is no clear definition of what 4G will be. It is generally accepted that 4G will be a super-enhanced version of of 3G, when all networks are expected to embrace Internet protocol (IP) technology. During the last year, companies such as Ericsson, Motorola, Lucent, Nortel and Qualcomm came up with â€Å"3G-plus† concepts that would push performance of approved, though still emerging, standards beyond current ones. Interoperability and the Evolution of Network Architectures One of the most challenging issues facing deployment of 4G technologies is how to make the network architectures compatible with each other. New signaling techniques are being designed specifically to enhance today's second generation (2G) networks, deliver unprecedented functionality for 3G, and successfully drive the Fourth Generation (4G) of wireless, thus delivering immediate and long-term benefits to carriers. With the architecture of each generation of wireless devices addressed in the development of advanced technologies, carriers can easily evolve their systems without additional network modifications, significantly reducing costs and implementation time. Currently, different wireless technologies (e. g. , GSM, CDMA, and TDMA1) are used throughout the world for the 2G, 2. 5G, and eventually 3G networks. There are two approaches being used to develop 4G access techniques: 3xRTT (currently 1xRTT for 2. 5 and 3G) and Wideband CDMA (W-CDMA). These disparate access techniques currently do not interoperate. This issue may be solved with software defined radios. LinkAir Communications is developing a new access technology called large-area-synchronized code-division multiple access (LAS-CDMA). LASCDMA will be compatible with all current and future standards, and there is a relatively 1 GSM – Global System for Mobile Communications CDMA – Code Division Multiple Access TDMA – Time Division Multiple Access easy transition from existing systems to LAS-CDMA (using software defined radios). LinkAir emphasizes that LASCDMA will accommodate all the advanced technologies planned for 4G and that LASCDMA will further enhance either 3xRTT or W-CDMA system’s performance and capacity. Internet Speeds 2. 5G is the interim solution for current 2G networks to have 3G functionality. 2. 5G networks are being designed such that a smooth transition (software upgrade) to 3G can be realized. 2. 5G networks currently offer true data speeds up to 28kbps. In comparison, the theoretical speed of 3G can be up to 2 Mbps, i. e. , approximately 200 times faster than previous 2G networks. This added speed and throughput will make it possible to run applications such as streaming video clips. It is anticipated that 4G speeds could be as high as 100 Mbps. Thus, 4G will represent another quantum leap in mobile Internet speeds and picture quality. Ericsson confirms that 4G could bring connection speeds of up to 50 times faster than 3G networks and could offer three-dimensional visual experiences for the first time. The following graph represents what has been the typical progression of wireless communications: Quality of Service Challenges In wireless networks, Quality of Service (QOS) refers to the measure of the performance for a system reflecting its transmission quality and service availability (e. g. , 4G is expected to have at least a reliability of 99. 99%). Supporting QOS in 4G networks will be a major challenge. When considering QOS, the major hurdles to overcome in 4G include: varying rate channel characteristics, bandwidth allocations, fault tolerance levels, and handoff support among heterogeneous wireless networks. Fortunately, QOS support can occur at the packet, transaction, circuit, and network levels. QOS will be able to be tweaked at these different operating levels, making the network more flexible and possibly more tolerant to QOS issues. Varying rate channel characteristics refers to the fact that 4G applications will have varying bandwidth and transition rate requirements. In order to provide solid network access to support the anticipated 4G applications, the 4G networks must be designed with both flexibility and scalability. Varying rate channel characteristics must be considered to effectively meet user demand and ensure efficient network management. Spectrum is a finite resource. In current wireless systems, frequency licensing and efficient spectrum management are key issues. In 4G systems, bandwidth allocations may still be a concern. Another concern is interoperability between the signaling techniques that are planned to be used in 4G (e. g. , 3xRTT, WCDMA). In comparison with current 2G and 2. 5G networks, 4G will have more fault tolerance capabilities built-in to avoid unnecessary network failure, poor coverage, and dropped calls. 4G technology promises to enhance QOS by the use of better diagnostic techniques and alarms tools. G will have better support of roaming and handoffs across heterogeneous networks. Users, even in today’s wireless market, demand service transparency and roaming. 4G may support interoperability between disparate network technologies by using techniques such as LAS-CDMA signaling. Other solutions such as software defined radios could also support roaming across disparate network technologies in 4G systems. These major challenges to QOS in 4G networks are currently being studied and solutions are being developed. Developers believe that QOS in 4G will rival that of any current 2G or 2. 5G network. It is anticipated that the QOS in 4G networks will closely approximate the QOS requirements in the wireline environment (99. 999% reliability). The emergence of next generation wireless technologies is going enhance the effectiveness of the existing methods used by public safety†¦ 4G Applications and Their Benefits to Public Safety One of the most notable advanced applications for 4G systems is locationbased services. G location applications would be based on visualized, virtual navigation schemes that would support a remote database containing graphical representations of streets, buildings, and other physical characteristics of a large metropolitan area. This database could be accessed by a subscriber in a moving vehicle equipped with the appropriate wireless device, which would provide the platform on which would appear a virtual representation of the environment ahead. For example, one woul d be able to see the internal layout of a building during an emergency rescue. This type of application is sometimes referred to as â€Å"Telegeoprocessing†, which is a combination of Geographical Information Systems (GIS) and Global Positioning Systems (GPS) working in concert over a high-capacity wireless mobile system. Telegeoprocessing over 4G networks will make it possible for the public safety community to have wireless operational functionality and specialized applications for everyday operations, as well as for crisis management. The emergence of next generation wireless technologies will enhance the effectiveness of the existing methods used by public safety. 3G technologies and beyond could possibly bring the following new features to public safety: Virtual navigation: As described, a remote database contains the graphical representation of streets, buildings, and physical characteristics of a large metropolis. Blocks of this database are transmitted in rapid sequence to a vehicle, where a rendering program permits the occupants to visualize the environment ahead. They may also â€Å"virtually† see the internal layout of buildings to plan an emergency rescue, or to plan to engage hostile elements hidden in the building. Tele-medicine: A paramedic assisting a victim of a traffic accident in a remote location could access medical records (e. g. , x-rays) and establish a video conference so that a remotely based surgeon could provide â€Å"on-scene† assistance. In such a circumstance, the paramedic could relay the victim's vital information (recorded locally) back to the hospital in real time, for review by the surgeon. Crisis-management applications: These arise, for example, as a result of natural disasters where the entire communications infrastructure is in disarray. In such ircumstances, restoring communications quickly is essential. With wideband wireless mobile communications, both limited and complete communications capabilities, including Internet and video services, could be set up in a matter of hours. In comparison, it may take days or even weeks to re-establish communications capabilities when a wireline network is rendered inoperable. Limitations of 4G Although the concept of 4G communications shows much promise, there are still limitations that must be addressed. One major limitation is operating area. Although 2G networks are becoming more biquitous, there are still many areas not served. Rural areas and many buildings in metropolitan areas are not being served well by existing wireless networks. This limitation of today’s networks will carry over into future generations of wireless systems. The hype that is being created by 3G networks is giving the general public unrealistic expectations of always on, always available, anywhere, anytime communications. The public must realize that although high-speed data communications will be delivered, it will not be equivalent to the wired Internet – at least not at first. If measures are not taken now to correct perception issues, when 3G and later 4G services are deployed, there may be a great deal of disappointment associated with the deployment of the technology, and perceptions could become negative. If this were to happen, neither 3G nor 4G may realize its full potential. Another limitation is cost. The equipment required to implement a nextgeneration network is still very expensive. Carriers and providers have to plan carefully to make sure that expenses are kept realistic. One technique currently being implemented in Asian networks is a Pay-Per-Use model of services. This model will be difficult to implement in the United States, where the public is used to a service-for-free model (e. g. , the Internet). Conclusions 4G networks may eventually deliver on all the promises. At times, it seems that technological advances are being made on a daily basis. These advances will make highspeed data/voice-over-Internet-protocol (VoIP) networks a reality. In the meantime, it is important for industry to develop a strong 3G offering that is palatable for the general public. Equally as important, industry must ensure that expectations are realistic and that services meet and exceed those expectations. If all goes according to what the industry envisions, it may be sooner, rather than later that we will see wireless communications evolve. This evolution will give the general public as well as the public safety community amazing functionality from the convenience of a single handheld device. Postscript: The purpose of this article is to introduce the reader to next-generation wireless communications. In coming articles, further developments in 4G (e. g. , services, billing, protocols, and standards) and other emerging wireless technologies will be presented in greater depth. References http://www.cnn.com/2001/TECH/ptech/03/08/4G.world.idg/ http://www.nsf.gov/pubs/1999/nsf9968/nsf9968.htm