Medical Ethics and Duty of care Essay Example | Topics and Well Written Essays - 1000 words

Medical Ethics and Duty of care - Essay Example Persons who owe a duty of care to others must exercise â€Å"reasonable care in the circumstances†. In making an assessment about the circumstances, there are two standards that may be applied from the perspective of doctors (a) an objective standard that is based upon independent standards expected by doctors in general and (b) a subjective element, that is dependent on the individual case, such as for example in an emergency where a doctor may be faced with a personal without the personal capacity to express consent and will be forced to take a decision based upon the circumstances of the particular case. For example, in assessing whether there has been a breach of duty of care, if there is a likelihood that harm will occur, the doctor will be expected to take more precautions.1 Similarly, if the seriousness of the injuries are greater, the defendant doctor will be expected to take greater precautions.2 The Bolam test3 also imputes a higher level of professional liability and standard of care that is expected from a person such as a doctor who professes himself to the best in his field of expertise.

The American Exchange Term Paper Example | Topics and Well Written Essays - 1000 words

The American Exchange - Term Paper Example The American exchange was influenced not only by Europe and Africa, but also by Asia. Moreover, it had an effect on the Asian commerce. The American exchange not only led to commercial growth but also had impacts on environmental and demographic changes1. Discussion Colonialism had a great impact on the American exchange between 1500 and 1800. The kingdoms of Great Britain, Portugal, Spain, France and Dutch each sought to gather wealth for their countries through colonies and advantageous oversees trading arrangements2. This also involved frustrating ambitious rivals from doing the same. In the American exchange, America was the colony, which included the entire western hemisphere. This area attracted a lot of interest because of the sugar islands of West Indies and the silver mines located in New Spain and Peru3. The triangular trade between America, Europe and Africa marked the beginning of the American exchange. According to this triangle, colonies from eastern America furnished t he raw materials while West Africa provided the labor needed to produce these raw materials. The mother country would in turn ship these manufactured products to both countries, that is, America and Africa. This partly led to the American Revolution as they protested against the colonial countries as they took raw materials from them, made them into finished products and then sold them at higher prices4. The Atlantic commerce paradigm takes into account coastal inhabitants of the three continents as they exchanged people and goods. In the Atlantic scheme, historians look at the contribution of the African kingdoms to the slave trade with Africans comprising a higher number of transatlantic immigrants compared to Europeans. The Atlantic commerce scheme also takes into account the Indian nations. The Indians supplied the American regions with skins and fur while they consumed manufactured goods and alcohol from the American regions. The Indian nations also introduced new agricultural products to the American farmers. Indian populations were also an important source of cultural identity and labor in some American regions. The Indians were able, until eighteenth century, to keep the colonialists at the coastal regions and away from the American continent5. Short-term consequences of American exchange The commercial system that existed at this period, with America producing the raw materials and colonial government selling them the finished products, led to the American Revolution. This was mainly due to the taxes on products such as tea, British manufactured goods and sugar products. There were protests by the consumers of the products6. The consumers could relate to the problems associated with goods from the empire. They were seen as a means of the colonial government exerting their rule on the American region. This was especially problematic considering they did not have representation in parliament back in London. Their mass consumption led to resisting of sta mp, sugar and Townshend acts7. They also boycotted tea and pledged non-importation, ultimately declaring independence. The principle of demand and supply is credited as responsible for the revolution and independence as it placed them at par with the colonial governments. The American colonies mobilized in an attempt to put an end to imperial state meddling, which would

The Nature And Characteristics Of Australian Smes Business Essay

The Nature And Characteristics Of Australian Smes Business Essay The term Small and Medium Enterprises (SMEs) is used to collectively group micro, small and medium-sized business (Schaper Volery 2007). In order to be classed as an SME, the Australian Bureau of Statistics (ABS) requires that the business be independently owned and managed by an individual or small number of persons as wells as employ less than 199 staff (ABS 2001). In addition to this, typical SMEs share other similar characteristics such as start-up finance is generally provided by the owner, they hold a limited market share and have a limited life span, they earn low levels of net profit and they a most often a family business (Schaper Volery 2007). SMEs play a vital role in the Australian economy as they account for more than 95% of business and provide a significant proportion of national employment (OECD 2000). SMEs also play an important role as market makers. They increase the level of competition within the market, encourage innovation and development of goods and services as well as provide specialised products and services for niche markets (Schaper Volery 2007).Without SMEs there would be limited competition and high prices for consumers. As at June 2007 there were 2,011,770 actively trading businesses in Australia (ABS 2007), of which 98% were SMEs. A key trend in the Australian business environment has been the increasing number of non-employing-single operators, with now 58% of businesses not employing any staff (ABS 2004, 2007). Home based businesses make up a very large proportion of these businesses. The remained of the SMEs is made up of 26% micro businesses, those with less than 4 employees, 12% small businesses and medium businesses hold a share of 4%. 2 Factors influencing SMEs success and failure The nature of SME operations in Australia is that every year there are many start-ups and almost as many failures. During the 2006-07 financial year the rate of entry for new businesses into the market was 17% while the exit rate was at 14.6% (ABS 2007). Of the businesses that remain in the market, ABS (2007) data shows that only four in 10 businesses were remain in operation after 4 years. Recent studies on SMEs have identified five main factors influencing SME success and failure are financing, marketing, production, personnel and personal (Schaper Volery 2007). Yusaf (1995) places high importance on the personal factor, and states that the success and failure of an SME can often be attributed to the owner, depending on the level of their management skills. Owners with strong skills are able to develop and affect business plans, employ appropriate staff for the business, as well as accurately maintain records and control finances (Yusaf 1995). Personal qualities and traits such as self-confidence, perseverance and the ability to cope with stress and maintain a work-life balance are also considered very important (Schaper Volery 200). Finance is a significant issue for SMEs because insufficient capital combined with poor cash flows makes it difficult to establish, maintain and expand a business. Effective marketing is also an essential element of business success or failure because it strongly impacts on the firms ability to attract clientele (Cromie 1991; Yusaf 1995.Production refers the physical premises, quality of the products and services produced the ability to obtain supplies. It is essential when establishing a business that extensive market research is undertaken when selecting location and time and effort are given in order to develop business relationships. Quality personnel are essential for successful businesses however, as previously mentioned, this requires the owner to have sufficient management skills is order to recruit and retain qualified staff. A recent study conducted by the New Zealand Ministry of Economic Development (2005) also found that the use of business plans increased the rate of business success. This is because the development of a business plan provides clarity of direction, encourages goal setting, provides a holistic perspective on the firm and encourages entrepreneurs to fully research their ideas before making significant investments into the business (Schaper Volery 2007). However, despite this, research shows that the majority of Australian businesses do not undertake this type of planning (Schaper Volery 2007) 3 Leadership/Entrepreneurs 3.1 Characteristics of Successful Entrepreneurs Entrepreneurship is the process brought about by individuals, of identifying new opportunities and converting them into marketable products or services (Schaper Volery 2007, p. 4). While there are many entrepreneurs in the market place, only a handful of them are successful in their pursuits. According to Schaper and Volery (2007) there is an endless list of characteristics and traits that are often attributed to successful entrepreneurs, however research has shown that of these, only three have shown a high level of validity. These three characteristics include the need for achievement; an internal locus of control; and a risk-taking propensity (Gartner 1985). The need for achievement is important because it means that the entrepreneur has an overarching desire to excel or succeed in their undertakings (Schaper Volery 2007). Entrepreneurs also need a strong internal locus of control in order to remain positive and continue working, even in adverse situations. A risk-taking propensity is essential characteristic because without it, they may not be willing to pursue and undertake opportunities when they arise. 3.2 Janine Allis Janine Allis is the founder and managing director of the Australian company, Boost Juice. From what started as single store in Adelaide, Boost Juice has grown to 180 outlets within Australia and a further 50 in Singapore, South Africa and Britain (Boost Juice 2010). This year, the company is expected to post revenue in excess of $130 million and a net profit of around $10 million (Thomson 2010). Janine Allis, through her desire to establish her own business has become one of Australias leading entrepreneurs. The process Janine took in developing the Boost Juice concept mirrors the aforementioned definition of entrepreneurship. Prior to developing her product she reviewed the retail market to identify an unfulfilled consumer need, which she found to be a lack of healthy fast foods (Boost Juice 2010). It wasnt until after investigating several other products and a trip to America, where she was exposed to the fresh juice and smoothie concept, she developed a product the Boost juice concept for the Australian market (Ovations 2008). From the outset Janine demonstrated a strong need for achievement. According to an interview in the Australian Business Review (2010), Janine Allis is quoted as saying, I never had intention of opening just 1 store, hence why we opened the first one in Adelaide. We always had bigger plans to have world domination. Her unyielding commitment and perseverance as well as her strong internal locus of control have contributed to the success of the business. Prior to establishing Boost Juice, Janine had not previously run her own company but was confident in herself and her concept that she was willing to invest her familys financial future in her business (Elder 2004). However Janine also understood the need to transfer the risk of operating a business to other parties, and in 2010 sold a 70% stake in the company for to a US private equity firm (Thomson 2010). Based on these demonstrated characteristics and traits, Janine Allis should be considered a successful Australian entrepreneur. 4. Analysing opportunities and developing a framework for business 4.1 Nature of the fitness industry Demand for health and fitness services has, for the past five years, increased annually with approximately 1.6 million Australians (8%) now using or holding a membership to a gym (ABS 2008). Research into health and fitness trends attributes the increased membership rates to improved awareness of the health risks associated with modern lifestyle choices as well as reductions in leisure time and the availability of private recreation areas (Diabetes NSW 2010; Sydney Morning Herald 2003). The Australian fitness industry is currently undergoing significant change is response to changing consumer needs. Kirby-Brown and Hall (2010) identified three major trends that are now redefining gym standards and practices. The first trend, referred to as nowism, is a reference to values and attitudes displayed by Generation Y. The main impact of this societal attitude has on health and fitness centres is on membership structure. Patrons do not want to be locked into but instead prefer pay-as-you-go or no minimum term contracts. The second key trend is personalisation, which proposes a major step away from traditional large gym models towards more boutique structures. This is the market that the Breeze Fitness Studio is attempting to capture. The boutique gym caters to time poor professionals who require flexibility and not predetermined schedules; patrons who would prefer alternative exercise forms; and those who do not feel comfortable in the traditional gym environment (The Age, 2003). The boutique gym model also provides a more flexible structure because when workouts become unfashionable they are no holding large quantities of expensive equipment, purpose-built rooms or an inflexible class schedule (Kirby-Brown Hall 2010; The Age 2003). These factors all positively indicate towards the viability of establishing a boutique fitness centre. 4.2 Viability of Breeze Legal Structure There are four main types of legal structures used in SMEs, Sole trader, Partnerships, Companies and Trusts. The most commonly used form is Sole trader. In this type of structure the business is not considered a separate legal entity, which means business profits are taxed at the marginal tax rate of the owner and that owner is personally responsible for all of the liabilities of the business (Schaper Volery 2007). However this structure is simple and inexpensive to establish. A partnership is an arrangement between two or more people to start a business and legally share the profits, risks and losses according to the terms set out in the partnership contracts (DEEDI 2009). The main disadvantages of this form are the loss of control and that, like sole traders, there is unlimited liability. The company structure is a legal entity separate from the owner, which provides for limited liability and separate taxation of business earnings (Schaper Volery 2009). Compared to the other two structures, it is more costly to establish a company. A trust is a structure where the business is transferre d to a third party who has legal control and has a duty to run that business to benefit someone else (DEEDI 2009). This structure, while providing tax minimisation, is complex and costly by nature (DEEDI 2009. Of these four structures, a Proprietary Limited Company is most suitable for Breeze Health and Fitness. While this structure requires higher costs to maintain due periodic reporting to ASIC, the benefits received outweigh this. With a high level of expected profit forecast for the business, it is not economically feasible to have this taxed at the marginal tax rate of 45%, when the company tax rate is considerably lower at 30%. The other key reason for the use of the company structure is the access to limited liability. The owner does not wish to have their personal financial assets placed unnecessarily at risk, as would be in the case in a sole trader and partnership arrangement. 4.2.2 Market Size It is proposed that Breeze Fitness Studio be established in Toowoomba, Queensland. Recent economic reports put together by the Toowoomba Regional Council (TRC) show that there is strong market for health and fitness to support the establishment of the Breeze Fitness Studio. The 2010 Economic Report compiled by the TRC shows that demand for arts and recreation services has grown 14.8% in the past financial year, compared to the negative average growth of 3% for the state. In 2007 recreation services had a combined annual turnover $60.7 million, with the average annual business turnover being $243,800p.a (TRC 2010). The current female population in Toowoomba and surrounding local areas, aged between 20 and 55 is 33,267 (ABS 2006). With approximately 8% of the population holding or using gym memberships, the market size is expect to be around 2660. The characteristics of the market support the establishment of Breeze Fitness Studio. 4.2.3 Target Market According to Cooper (1993) the target market needs to be an attractive market where the competition is weak, there is potential growth, there are only few players and the customer base has an unsatisfied need for a particular product. After an evaluation of the current market in Toowoomba revealed two distinct and complimentary markets which will both be targeted by Breeze Fitness Studio. Currently there are no female-only fitness centres located in the Toowoomba Central Business District. This is a very profitable market because, if the product is tailored correctly, there is a large population of professional women who work in the vicinity. With the current health focus for professionals, there is an established need for Breeze Fitness Studio. The profile for this market is shown in the table below. Table 1: Characteristics of Target Market 1 Base Descriptor Justification Geographic Region or area   Toowoomba CBD Demographic Gender Female Psychographic Lifestyle Busy lifestyle, want to maintain health is a convenient manner The other potential market that was identified was that there are only a small number of gyms offering alternative fitness programs aimed at young females who are not content with standard gym offerings. Their profile is outlined below. Table 2: Characteristics of Target Market 2 Base Descriptor Justification Demographic Gender Female Income High Disposable Income Age 18-30 Psychographic Lifestyle Interested in maintaining a healthy lifestyle but are not contempt with standard exercises offered at gyms. 4.2.4 Nature of Product Kotlers three levels of product are used to understand how a customer views a product and service. The most basic level of a product is its core, which is what is the customer buying? Breeze Fitness Studio offers it members womens-only health and fitness. This can be seen as a transformational product because women who join are not just purchasing a gym membership they are purchasing a new lease on life, self-esteem and a release from the stresses of everyday life. The second level of product is referred to as the actual product, and these are the things that need to be provided in order to achieve the core benefit. For Breeze Fitness Studio the actual product is characterised by high levels of customer service, a wide and varying array of programs, qualified staff, appearance of the staff and quality equipment. The final level of product, the augmented product, is the additional benefits the customer receives from purchasing this product. Augmented product for Breeze includes flexible membership options and the packaging as well as personalised service. For a visual representation of the three levels of the Breeze Fitness Studio Product, please see Appendix 1. 4.2.5 Competitive Edge/Unique Selling Proposition Due to the use of multi-segmented targeting, Breeze Fitness Studio will use two different Unique Selling Propositions. For the first target market Breeze will focus on differentiating themselves from competitors by convenience of location and high levels of personal attention not offered at large fitness centres. As the gym is aimed at professional women, who are often under considerable time constraints, workouts will be structured on achieving maximum benefits in minimum time. To attract the younger market, Breeze will market the uniqueness of its alternative fitness programs. Breeze will be the only fitness centre offering Juakri and Silks, in addition to Bikram Yoga and Pole Fitness. 4.2.6 Finance Breeze Fitness Studio will be financed through personal savings of the owner, a loan from family as well as a loan from business angel, Lee Gend. It is estimated that the initial costs involved in establishing the business will amount to $102,500. These costs are funding are broken down in detail in Appendix 2. The expected start up costs take into account the cost of fit out of the premises, the costs associated with establishing and registering a company with ASIC, the cost of equipment for the studio, the initial marketing of the centre and a margin for incidental costs. Working capital of $15,000 is required to pay bills and wages that occur before the centre is opened. The loans from Lee Gend and the owners parents will be repaid over a period of 2 years at a fixed interest rate of 7%. The breakdown of loan repayments is shown below. Table 3: Loan Repayment Schedule Terms 2 years, 7% Total Cost Monthly Repayment Loan from Parents 22898 954 Loan from Lee Gend 37210 1550 Total Monthly Repayment 2505 Total Annual Repayment 30054 Membership levels for Breeze Fitness Studio has been based on an initial membership base of 100, which is to be achieved in the membership presale, with a growth rate of 7% per month for the first year, which is in line with industry standards. It is expected by the end of the first year the membership base will level out. Wages for the year have been calculated on the basis of one full-time staff member, 2 part-time staff and 2 casuals, using the industry award. It is estimated that wages in the first year will be $82,500. Breeze Fitness Studio will be located in the Toowoomba CBD and the lease costs for this property are $66,000 per year (Ray White 2010). This rate is consistent with other comparable CBD locations. Insurance costs for the studio have been estimated at $5500 p.a. An allowance of $10,000 has been set aside to cover phone and internet bells, equipment replacement costs, accountant and solicitor fees and other incidentals. Using this data, it is projected that Breeze Fitness Studio will earn a net profit of $16,403 in its first year of operation. A breakdown of this is shown in the profit and loss statement below. Breeze Fitness Studio Profit and Loss Statement For Year Ended 31 December 2011 Revenue Membership Fees 210457 Less Expenses Loan Repayments 30054 Property Lease 66000 Wages 82500 Insurance 5500 Other Expenses 10000 194054 Net Profit 16403 6. List of References ABC 2010, Female Fitness Centres, viewed on 20 August 2010, Australian Bureau of Statistics (ABS) 2001, 1321.0 Small Business in Australia, viewed on 1 August 2010, Australian Bureau of Statistics (ABS) 2004, 8127.0 Characteristics of Small Business, viewed on 22 August 2010, Australian Bureau of Statistics (ABS) 2006, Census, viewed on 15 August 2010, Australian Bureau of Statistics (ABS) 2007, 8165.0 Counts of Australian Businesses, Including Entries and Exits, viewed on 12 August 2010, Australian Bureau of Statistics (ABS) 2008, 2007-08 National Health Survey, viewed on 21 August 2010, Australian Business Review 2010, Business Legend Janine Allis, Boost Juice, viewed on 22 August 2010, Boost Juice 2010, Janines Success Story, viewed on 12 August 2010, Cromie, S 1996, The problems experienced by young firms, International Small Business Journal, vol. 9, no. 3, pp. 43-61 Department of Employment, Economic Development and Innovation  2009, Smart Skills Department of Employment, Economic Development and Innovations, viewed on 20 August 2010, Diabetes NSW 2010, Australias Obesity Problem Continues to Growà ¢Ã¢â€š ¬Ã‚ ¦, viewed on 21 July 2010, Elder, J 2004, Allis charms judges of national business award, viewed on 2 August 2010, Gartner, WB 1985, A conceptual framework for describing the phenomenon of new venture creation, Academy of Management Review, vol. 10, no. 4, pp. 696-706 Kirby-Brown, C Hall, S 2010, The Top 10 Consumer Trends Impacting the Fitness industry in 2010, viewed 2 August 2010, Kotler, P, Adam, S, Brown, L Armstrong, G 2006, Principles of Marketing, Prentice Hall, Sydney Ministry of Economic Development 2005, SMEs in New Zealand: Structure and Dynamics, Ministry of Economic Development, Wellington OECD 2000. OECD Small and Medium Enterprise Outlook 2000 Edition. Organisation for Economic Co-Operation and Development. Ovations 2008, Janine Allis Speaker, viewed 4 August 2010, Ray White 2010, Commercial Real Estate, viewed on 23 August 2010, Schaper, M Volery, T 2007, Entrepreneurship an Small Business, John Wiley Sons, Milton Sydney Morning Herald 2003, A Pointless Exercise, viewed on 12 August 2010, The Age 2003, Tight Fit, viewed on 3 August 2010, Thomson, J 2010, Boost Juice founder Janine Allis sells 70% stake, viewed on 8 August 2010, Toowoomba Regional Council (TRC) 2010, Toowoomba Regional Council Economic Profile 2010, viewed on 8 August 2010, Yusaf, A 1995, Critical success factors for small business, Journal of Small Business Management, vol. 33, no. 2, pp. 68-73

Yeats’ Leda and the Swan and Van Duyns Leda Essay -- Leda Swan Essays

Yeats’ Leda and the Swan and Van Duyn's Leda  Ã‚  Ã‚     Ã‚  Ã‚   In Greek mythology, Leda, a Spartan queen, was so beautiful that Zeus, ruler of the gods, decided he must have her. Since immortals usually did not present themselves to humankind in their divine forms, Zeus changed himself into a great swan and in that shape ravished the helpless girl (Carey 58-59). Both William Butler Yeats and Mona Van Duyn base their poems "Leda and the Swan" and "Leda," respectively, on this story of a "mystic marriage." Yeats' focus on the sexual act itself, along with his allusions to Leda's progeny, manifest a grave and terrifying tone. While he raises Leda to a status similar to that of Mary, mother of Jesus, Van Duyn portrays Leda as a universal mother. By making both figures, Leda and Zeus, ordinary, she gives a "surprising twist" (Greiner 337) to the original myth, emphasized by her witty tone. In addition, whereas Yeats suggests that Leda has gained something from her encounter with Zeus, Van Duyn asserts that she has gained nothing, portray ing women in general as primarily objects of men's satisfaction. Yeats begins his poem by concentrating on the mere depiction of the rape scene. Words such as "beating, dark, helpless," and "terrified" provide this violent act of intrusion with negative connotations. The victim, Leda, is helpless against the power of the aggressor, Zeus, and terrified by his actions. Recalling the original Greek myth, Yeats clearly shows Leda's resistance at every step ("staggering girl," "helpless breast," "terrified vague fingers push"). Zeus' relationship with Leda parallels human interaction in general with either Satan or God. In Christianity, the prevailing religion of Yeats' time, pious men attempt to push away ... ...f violence, and underlying religious motif. Overall, Yeats instills fear into the reader, while Van Duyn elicits an occasional laugh; however, both poems are equally effective, one for its religious message and the other for its man bashing.    Works Cited    Barnhart, Clarence L. and Robert K. The World Book Dictionary. Chicago:Doubleday, 1985.    Carey, Gary. Cliffs Notes on Mythology. Lincoln: C.K. Hillegass, 1973. Greiner, Donald J. "American Poets since World War II." Dictionary of LiteraryBiographies. Detroit:Doubleday, 1980.    Heaney, Seamus. The Redress of Poetry . New York: Noonday, 1995.    Magill, Frank N. Critical Survey of Poetry. Engelwood Cliffs: Salem Press, 1982. Vol. 7 "Torah: The Five Books of Moses." Tanakh: The Holy Scriptures. Philadelphia: Jewish Publication Society, 1985.      

Research On Media Preferences Film Studies Essay

Research on media penchants has paid noteworthy attending to gender differences in response to different types of movie. It has been established that assorted film genres elicit differentiated affectional responses in the two sexes. The common wisdom in media production is that work forces and adult females enjoy different types of movies, and this has been supported by genre and content categorization ( Gantz & A ; Wenner, 1991 ; Tamborini, Stiff, & A ; Zillmann, 1987 ) . Considerable attending has besides been focused on the function of personality features in modern mass communicating theory ( Blumler & A ; Katz, 1974 ; Wober, 1986 ) . The former are believed to act upon media penchants, which are basically appraising opinions refering to the satisfactions consumers anticipate from their interaction with the media ( Palmgreen, 1984 ) . The Big Five model of personality is most often employed by research workers seeking to show empirical connexions between media satisfactions and their psychological roots ( Kraaykamp et al, 2005 ) . Definition of movies: Movies are the art signifier of the Twentieth century. Besides known as â€Å" films † they take facets from about every other major art signifier and unite them into 1. They are a â€Å" dramatic nuptials of the old mechanical engineering and the new electronic universe † . Movies are the first art signifier to offer â€Å" as merchandise the most charming of consumer trade goods, viz. dreams † . ( McLuhan 2001 ) Viewing audiences step into a darkly lit theatre about as if they are stepping into their ain subconscious. They stare in complete darkness at images projected onto a larger than life screen. The audiences of a movie are taken on a journey where they can lose themselves and their ain jobs in the characters on screen. The camera becomes the sailing master and wherever it â€Å" turns to, the audience accepts, [ they ] are transported to another universe † . ( McLuhan 286 ) .A Film encompasses single gesture images, the field of movie as an art signifier, and the gesture image industry. Movies are produced by entering images from the universe with cameras, or by making images utilizing life techniques or particular effects. ( McLuhan 2001 ) Movies are cultural artefacts created by specific civilizations, which reflect those civilizations, and, in bend, impact them. Film is considered to be an of import art signifier, a beginning of popular amusement and a powerful method for educating – or indoctrinating – citizens. ( The International Film and Television School, Paris ) .Film genresAudience response surveies tend to specify genres as â€Å" reading patterns † : socio-discursive models and â€Å" skylines of outlook † brought by viewing audiences to each movie they see. In this sense, genres are societal instead than textual restraints, leting viewing audiences to modify their generic models and take part in the building of intending instead than merely â€Å" absorbing † it from the screen ( Miller and Stam, 2007 ) The term genre is used a batch around the film industry to interrupt down the type of movie into classs. It ‘s hard to put a batch of movies in a individual class. For this ground a batch of movies have multiple genres. Films normally are presented these genres ; action, escapade, comedy, play, phantasy, horror, enigma, love affair and thrillers.The different movie genres:ActionAction filmA is aA movie genreA where one or more heroes is thrust into a series of challenges that require physical efforts, extendedA fightsand frantic pursuits. They on occasion have a resourcefulcharacterA fighting against unbelievable odds such as, dangerous state of affairss, an evilA scoundrel, and/or being chased in several ways ofA transportationA ( auto, coach, truck, etc. ) , with triumph achieved at the terminal after hard physical attempts and force ( Marin, Rick, The New York Times ) . Story andA character developmentA are by and large secondary toA detonations, fist battles, gunfight and a uto pursuits ( Tim Dirks ) .AdventureA Unlike pure, low-budgetA action filmsA , escapade movies frequently use their action scenes sooner to expose and research alien locations in an energetic manner. Main secret plan elements include pursuits forA expeditionA and lost continents, aA jungleA and/orA desertA scenes, characters traveling on a treasureA and heroic journeys for the unknown. Adventure movies are largely set in a period background and may include altered narratives of historical or fictional escapade heroes within the historical context.A Kings, A battles, A rebellionA orA piracyA are normally seen in escapade movies ( Tim Dirks ) .ComedyComedy filmA is a genre ofA filmA in which the chief accent is onA temper. They are designed to arouse laughter from the audience. Comedies are largely blithe play and are made to divert andA entertainA the audiences. The comedy genre humorously exaggerate state of affairss, the manner of speech production, the action and characters. The comedy genre can be considered the oldest movie genre ( and one of the most fecund and popular ) . Comedy, unlike otherA movie genres, puts much more focal point on single stars, with many formerA stand-up comicA transitioning to the movie industry due to their popularity. While many amusing movies are lighthearted narratives with no purpose other than to divert, others contain political or societal commentary. ( Tim Dirks )PlayAA play filmA is aA movie genreA that depends largely on in-depthA developmentA of realistic characters covering with emotional subjects. Dramatic subjects such asA alcohol addiction, A drug dependence, A unfaithfulness, A moral quandary, A racial bias, A spiritual intolerance, A poorness, A category divisions, A force against womenA andA corruptionA put the characters in struggle with themselves, others, A societyA and evenA natural phenomena At the centre of a play is normally a character or characters who are in struggle at a important minute in their live s. They frequently revolve around households. Dramas frequently, but non ever, haveA tragicA or at least painfulA resolutionsA and concern the endurance of some tragic crisis, like the decease of a household member, or aA divorce ( Tim Dirks ) .FantasyFantasy filmsA are movies withA fantasticA subjects, normally involvingA thaumaturgy, A supernaturalA events, pretend animals, or exoticA fantasy universes. TheA genreA is considered to be distinguishable fromA scientific discipline fiction filmA andA horror movie, although the genres do overlap. Fantasy movies frequently have an component of thaumaturgy, A myth, admiration, escape, and the extraordinary. In fantasy movies, the hero frequently undergoes some sort ofA mysticalA experience and must inquire for aid from powerful, superhuman forces ( Tim Dirks )HorrorHorror filmsA seek to arouse a negative emotional reaction from viewing audiences by playing on the audience ‘s most cardinal frights. They frequently feature scenes tha tA startleA the spectator through the agencies ofA macabreA and theA supernatural, therefore often overlapping with theA fantasyA andA scientific discipline fictionA genres. Horrors besides often overlap with theA thrillerA genre. A Horror movies trade with the spectator ‘s incubuss, hiddenA worst frights, repugnances andA terrorA of the unknown. Although a good trade of it is about the supernatural, if some movies contain a secret plan about morbidity, A consecutive slayers, aA disease/virusA outbreak andA surrealism, they may be termed â€Å" horror † ( Tim Dirks ) .MysteryMystery filmA is a sub-genre of the more general class ofA offense filmA and at times theA thriller genre. It focuses on the attempts of the investigator, A private investigatorA or recreational sleuth to work out the cryptic fortunes of a offense by agencies of hints, probe, and cagey tax write-off. The successful enigma movie adheres to one of two narrative types, known as Open and Closed. The Clo sed enigma conceals the individuality of the culprit until late in the narrative, adding an component ofA suspenseA during the apprehensiveness of theA suspect, as the audience is ne'er rather certain who it is. The Open enigma, in contrast, reveals the individuality of the culprit at the top of the narrative, showcasing the â€Å" perfect offense † which the audience so watches theA protagonistA unravel, normally at the very terminal of the narrative, kindred to the unveiling scenes in the Closed manner. Suspense is frequently maintained as an importantA plotA component. This can be done through the usage of theA soundtrack, A cameraA angles, heavy shadows, and surprisingA secret plan turns ( Wikipedia.com ) .Love affairLove affair filmsA are love narratives that focus onA passion, A emotion, and the fond engagement of the chief characters and the journey that their love takes through wooing orA matrimony. Romance movies make the love narrative or the hunt for love the chief secret plan focal point. Occasionally, lovers face obstructions such as fundss, physicalA unwellness, assorted signifiers ofA favoritism, psychological restraints or household that threaten to interrupt their brotherhood of love. As in all romantic relationships, tensenesss of daily life, A temptationsA ( ofA unfaithfulness ) , and differences in compatibility enter into the secret plans of romantic movies. Romantic movies frequently explore the indispensable subjects ofA love at first sight, immature with older love, unanswered love, obsessional love, sentimental love, A religious love, out love, sexual and passionate love, sacrificial love explosive and destructive love, andA tragic love. Romantic movies serve as great flights and phantasies for viewing audiences, particularly if the two people eventually overcome their troubles, declare their love, and see life â€Å" merrily of all time after † , implied by a reunion and concluding buss. ( Tim Dirks ) .ThrillersThrillers A are aA genreA of literature, movie, and telecasting scheduling that usessuspense, tenseness, andA excitementA as the chief elements. Thrillers to a great extent stimulate the viewer'sA moodsA such as a high degree ofA expectancy, ultra-heightened outlook, A uncertainness, A anxiousness, suspense, A exhilaration, tenseness, andA terror.A Literary devicesA such asA ruddy herringsA andA cliffhangersA are used extensively. TheA cover-upA of of import information from the spectator, andA fightA andchaseA scenes are common methods in all of the thriller subgenres, although each subgenre has its ain features and methods. ( The City of Olivia ) .

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

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

Free Essays on Marketing And Internet

In the last several years, the increased diffusion of computer and telecommunications technologies in businesses and homes has produced new ways for organizations to connect with their customers. These computer mediated environments (CMEs) such as the World Wide Web raise new research questions. In this paper, we examine the potential research issues associated with CMEs in five areas: (1) decision processes, (2) advertising and communications, (3) brand choice, (4) brand communities, and (5) pricing. In the last several years, the world of the marketing has changed dramatically with the rapid diffusion of computer and information technologies throughout businesses and homes. The two most notable changes that have increased potential of linking buyers and sellers are the number of households owning personal computers (over 33% in the U.S.) and the exponential growth of applications of the Internet, most notably the World Wide Web (WWW). With increased penetration of computers, particularly multi-media computers equipped with CD-ROM drives and modems, subscription-based services such as America Online (AOL), Prodigy, and Compuserve, where consumers are able to check airline flight schedules and make reservations, purchase a wide variety of products, and discuss product performance with other consumers, are becoming very popular. Households in Chicago and San Francisco can purchase groceries from home using computer software marketed by Peapod, Inc. This latter service allows consumers to search within a product category using attributes such as price, calories, sugar content, and package size. Car manufacturers such as BMW regularly mail CD-ROMs to potential customers with video shots of the cars and data both about the cars and their competitors. Durable goods can be purchased through CUC International’s Shopper’s Advantage membership-based service (www.cuc.com). â€Å"Virtual† shopping experien ces (Burke 1996) enable marketing r... Free Essays on Marketing And Internet Free Essays on Marketing And Internet In the last several years, the increased diffusion of computer and telecommunications technologies in businesses and homes has produced new ways for organizations to connect with their customers. These computer mediated environments (CMEs) such as the World Wide Web raise new research questions. In this paper, we examine the potential research issues associated with CMEs in five areas: (1) decision processes, (2) advertising and communications, (3) brand choice, (4) brand communities, and (5) pricing. In the last several years, the world of the marketing has changed dramatically with the rapid diffusion of computer and information technologies throughout businesses and homes. The two most notable changes that have increased potential of linking buyers and sellers are the number of households owning personal computers (over 33% in the U.S.) and the exponential growth of applications of the Internet, most notably the World Wide Web (WWW). With increased penetration of computers, particularly multi-media computers equipped with CD-ROM drives and modems, subscription-based services such as America Online (AOL), Prodigy, and Compuserve, where consumers are able to check airline flight schedules and make reservations, purchase a wide variety of products, and discuss product performance with other consumers, are becoming very popular. Households in Chicago and San Francisco can purchase groceries from home using computer software marketed by Peapod, Inc. This latter service allows consumers to search within a product category using attributes such as price, calories, sugar content, and package size. Car manufacturers such as BMW regularly mail CD-ROMs to potential customers with video shots of the cars and data both about the cars and their competitors. Durable goods can be purchased through CUC International’s Shopper’s Advantage membership-based service (www.cuc.com). â€Å"Virtual† shopping experien ces (Burke 1996) enable marketing r...

Free Essays on Computer Crime

Computer Crime Is Increasing A report discussing the proposition that computer crime has increased dramatically over the last 10 years. Introduction Computer crime is generally defined as any crime accomplished through special knowledge of computer technology. Increasing instances of white-collar crime involve computers as more businesses automate and the information held by the computers becomes an important asset. Computers can also become objects of crime when they or their contents are damaged, for example when vandals attack the computer itself, or when a "computer virus" (a program capable of altering or erasing computer memory) is introduced into a computer system. As subjects of crime, computers represent the electronic environment in which frauds are programmed and executed; an example is the transfer of money balances in accounts to perpetrators' accounts for withdrawal. Computers are instruments of crime when they are used to plan or control such criminal acts. Examples of these types of crimes are complex embezzlements that might occur over long periods of time, or when a computer operator uses a computer to steal or alter valuable information from an employer. Variety and Extent Since the first cases were reported in 1958, computers have been used for most kinds of crime, including fraud, theft, embezzlement, burglary, sabotage, espionage, murder, and forgery. One study of 1,500 computer crimes established that most of them were committed by trusted computer users within businesses i.e. persons with the requisite skills, knowledge, access, and resources. Much of known computer crime has consisted of entering false data into computers. This method of computer crime is simpler and safer than the complex process of writing a program to change data already in the computer. Now that personal computers with the ability to communicate by telephone are prevalent in our society, increas... Free Essays on Computer Crime Free Essays on Computer Crime Computer Crime Is Increasing A report discussing the proposition that computer crime has increased dramatically over the last 10 years. Introduction Computer crime is generally defined as any crime accomplished through special knowledge of computer technology. Increasing instances of white-collar crime involve computers as more businesses automate and the information held by the computers becomes an important asset. Computers can also become objects of crime when they or their contents are damaged, for example when vandals attack the computer itself, or when a "computer virus" (a program capable of altering or erasing computer memory) is introduced into a computer system. As subjects of crime, computers represent the electronic environment in which frauds are programmed and executed; an example is the transfer of money balances in accounts to perpetrators' accounts for withdrawal. Computers are instruments of crime when they are used to plan or control such criminal acts. Examples of these types of crimes are complex embezzlements that might occur over long periods of time, or when a computer operator uses a computer to steal or alter valuable information from an employer. Variety and Extent Since the first cases were reported in 1958, computers have been used for most kinds of crime, including fraud, theft, embezzlement, burglary, sabotage, espionage, murder, and forgery. One study of 1,500 computer crimes established that most of them were committed by trusted computer users within businesses i.e. persons with the requisite skills, knowledge, access, and resources. Much of known computer crime has consisted of entering false data into computers. This method of computer crime is simpler and safer than the complex process of writing a program to change data already in the computer. Now that personal computers with the ability to communicate by telephone are prevalent in our society, increas... Free Essays on Computer Crime A report discussing the proposition that computer crime has increased dramatically over the last 10 years. Introduction Computer crime is generally defined as any crime accomplished through special knowledge of computer technology. Increasing instances of white-collar crime involve computers as more businesses automate and the information held by the computers becomes an important asset. Computers can also become objects of crime when they or their contents are damaged, for example when vandals attack the computer itself, or when a "computer virus" (a program capable of altering or erasing computer memory) is introduced into a computer system. As subjects of crime, computers represent the electronic environment in which frauds are programmed and executed; an example is the transfer of money balances in accounts to perpetrators' accounts for withdrawal. Computers are instruments of crime when they are used to plan or control such criminal acts. Examples of these types of crimes are complex embezzlements that might occur over long periods of time, or when a computer operator uses a computer to steal or alter valuable information from an employer. Variety and Extent Since the first cases were reported in 1958, computers have been used for most kinds of crime, including fraud, theft, embezzlement, burglary, sabotage, espionage, murder, and forgery. One study of 1,500 computer crimes established that most of them were committed by trusted computer users within businesses i.e. persons with the requisite skills, knowledge, access, and resources. Much of known computer crime has consisted of entering false data into computers. This method of computer crime is simpler and safer than the complex process of writing a program to change data already in the computer. Now that personal computers with the ability to communicate by telephone are prevalent in our society, increasing numbers of crimes have been perpetrated by computer ... Free Essays on Computer Crime Over the last twenty years, a technological revolution has occurred as computers are now an essential element of today's society. Large computers are used to track reservations for the airline industry, process billions of dollars for banks, manufacture products for industry, and conduct major transactions for businesses because more and more people now have computers at home and at the office. People commit computer crimes because of society's declining ethical standards more than any economic need. According to experts, gender is the only bias. The profile of today's non-professional thieves crosses all races, age groups and economic strata. Computer criminals tend to be relatively honest and in a position of trust: few would do anything to harm another human, and most do not consider their crime to be truly dishonest. Most are males: women have tended to be accomplices, though of late they are becoming more aggressive. Computer Criminals tend to usually be "between the ages of 14- 30, they are usually bright, eager, highly motivated, adventuresome, and willing to accept technical challenges."(Shannon, 16:2) "It is tempting to liken computer criminals to other criminals, ascribing characteristics somehow different from 'normal' individuals, but that is not the case."(Sharp, 18:3) It is believed that the computer criminal "often marches to the same drum as the potential victim but follows and unanticipated path."(Blumenthal, 1:2) There is no actual profile of a computer criminal because they range from young teens to elders, from black to white, from short to tall. Definitions of computer crime has changed over the years as the users and misusers of computers have expanded into new areas. "When computers were first introduced into businesses, computer crime was defined simply as a form of white-collar crime committed inside a computer system."(2600:Summer 92,p.13) Some new terms have been added to the computer criminal vocabulary. "Troj...

An Environmental Risk Assessment Environmental Sciences Essay

An Environmental Risk Assessment Environmental Sciences Essay All over the world, rapid industrial development of metropolitan cities have always resulted in a growth in population and also in the general increase of the size of municipal solid waste generated. The management of municipal solid waste, if not handled properly, will lead to various problems now and in the future. Developed countries in the world have, to a large extent succeeded in handling their waste using various principles and methods. From suitable collection methods to technologically advanced disposal methods, they have made sure that municipal solid waste has been effectively controlled in their cities. Unfortunately, the same cannot be said about other developing countries of the world. Developing countries such as Nigeria are still battling with municipal solid waste management. As a direct result of the oil boom, Port Harcourt city, the capital of Rivers State, Nigeria (which is the case study of this research work) has experienced a major rural- urban migration. The population has almost tripled over the years. This has, in turn, led to a massive increase in the sheer volume of solid waste generated within the city.. Approximately 168,201 tonnes of solid waste are produced in the city of Port Harcourt every year and waste disposal has not been effectively handled. Residents resort to indiscriminate discarding of their waste at every given opportunity The most common means of waste disposal in the city by the public are mainly by dumping the refuse by the road, burning the refuse in the open air in their compounds, littering it openly on street corners and also dumping them in rivers and streams and drainage systems. These methods of waste disposal contribute greatly to the degradation of the environment in so many ways. However, very little is done to reuse and recycle the solid waste generated. Research shows that a huge percentage of the public do not recycle and reuse their wastes which indicates that the awareness level of the public about reuse and recycling of waste in Port Harcourt city is very low and offers a lot of prospect for improvement. This study therefore investigates the reasons why proper waste disposal methods are neglected by residents of Port Harcourt. It also seeks to discover why the method of Reuse and Recycle of waste is not getting the awareness and Government support it greatly deserves. Recommendations were made about strategies that will allow the government and stakeholders involved to advance on modern methods of waste Reuse and Recycling as a core aspect of municipal solid waste management in the city. Through the use of data collated via questionnaires, it was gathered that a majority of respondents agree that reuse and recycling of waste can positively impact the environment, create revenue and also employment opportunities. It reconnoitres the link between reuse and recycling of solid waste as a means to create revenue and to ultimately achieve sustainable development in the future. CHAP TER ONE INTRODUCTION BACKGROUND OF STUDY According to Shah (2000), solid waste is defined as any material that is unwanted or thrown away. The general community views waste as something worthless that should be destroyed or thrown away. As such, proper disposal of waste has constituted huge disposal problems. People commonly dump their household solid waste on the road side, unapproved dumpsites and illegal landfills. This has brought about untold environmental pollution as well as major setbacks in societal development (Mbata 2010). Waste in general is a threat to the environment, because of its negative environmental impacts that result from littering, dumping of wastes illegally, and greenhouse gas emissions (Hosetti 2006). Waste contaminates ground water and can cause serious health hazards if not handled and managed properly.