Change and leadership management Essay Example | Topics and Well Written Essays - 2500 words

Change and authority the board - Essay Example Be that as it may, it may be conceivable just if the pioneer may act carefully and propel the representatives towards working so as to improve the profitability and picture of the association in the whole market, regardless of fluctuated sorts of changes. At exactly that point, the picture and net revenue of the association may get improved in the market among other opponent players. Also, in the event that the progressions may be dealt with in a compelling manner, at that point the prominence and value of the association might be improved in this way intensifying its seriousness in the market to a limited degree in since quite a while ago run among others. This exposition is isolated into five stages that feature the hugeness of administration inside an association. Alongside this, it additionally features the job of initiative inside a change the executives circumstance with the assistance of models like Kotters 8 stages, Lewin’s change the board model. The paper tries to encourage an understanding that there is a need to choose a person with great initiative abilities who has the ideal sort of drive expected to expand the benefits and the supportability of the association to remain serious over its friends. To get a predominant comprehension of the kind of compelling authority and the executives, the paper will fuse the depiction of methods of activity of the organization Biogen Idec Incorporated. The organization manages biotechnology items that may incorporate medications for immune system issue, neurological scatters and malignant growth. The organization encounters direct rivalry from comparative biotechnological organizat ions, for example, Serono, Novartis and Teva. This makes it important that authority methodologies are put to ensure they remain over these contending organizations in a similar stage. To get by in this serious time, administration is the most basic prerequisite. As it goes about as a weapon not just animate the overall revenue and efficiency of an association yet additionally to relieve changed

Gibe, Gybe, Jibe, and Jive

Sneer, Gybe, Jibe, and Jive Sneer, Gybe, Jibe, and Jive Sneer, Gybe, Jibe, and Jive By Maeve Maddox The action words sneer, gybe, agree and jive all start with the sound [j] and are regularly confounded. sneer (action word): to insult, to affront. Model: â€Å"If he snickered rather than cried when someoneâ gibedâ at him, regularly theâ teasing stopped.†Ã¢ scoff (thing): a jeering remark, an insult. Model: â€Å"The teasing, taunts,â gibesâ and frightful acts are a piece of me still.† gybe (action word): (cruising term) to move out of nowhere and with power from one side to the next when a boat is guided off the breeze until the sail fills on the contrary side. Elective spelling: correspond. Models: â€Å"As Phil slipped over the edge, theâ boom gybed.† â€Å"A whirlwind got theirâ sail, theâ boom agreed, almost thumping Mr. Snider overboard.† correspond (action word): to bode well, to concur with, to fit in. Model: â€Å"The most recent research discoveries correspond with those recorded in 1934.† The thing jive has these three implications: 1. a sort of quick, enthusiastic jazz Weve been needing toâ play Jiveâ since the band initially began. 2. enthusiastic and uninhibited moving. He doesnt very bob around like an elastic band during his jive, yet does adequate to score a 7-7-7. 3. talk or discussion, particularly talk that is bogus, deceiving, or useless. It’s time to cut the jive and come clean. As an action word, jive can intend to play enthusiastic music or to move to energetic music. Model: They separated each other around four feet separated andâ were jivingâ to the music. The action word jive can likewise mean, â€Å"to delude or deceive.† Perhaps the narcsâ were jivingâ him, maybeâ they wereâ going to shoot him in the back. I scanned his eyes for some hint thatâ he was jiving me. He wasnt.â The most widely recognized mistakes with these words are to spell scoff as correspond and to utilize jive in the feeling of agree. Here are a few instances of abuse from the Web: Inaccurate: Arizona Prison Privatization Proposal Doesnt Jive with Market Right : Arizona Prison Privatization Proposal Doesnt Jibe with Market Incorrect: But my opinionâ about thatâ doesnt jiveâ with everybody elses opinion.â Right : But my opinionâ about thatâ doesnt correspond with everybody elses opinion.â Inaccurate: If your youngster is throwing his own sillyâ jibes atâ the mystery, at that point its a shared thing. Right : If your youngster is flinging his own sillyâ gibes atâ the mystery, at that point its a shared thing. Wrong: Put-downs, slurs, agrees, and insinuation of different sorts are rarely purposeless or innocuous. Right : Put-downs, slurs, scoffs, and allusion of various sorts are rarely purposeless or innocuous. The Oxford English Dictionary approves the nonstandard utilization of jive in the feeling of correspond as â€Å"U.S.† use, yet Merriam-Webster Unabridged (infamous for its propensity to grasp a wide range of flawed use) doesn't. The main definition M-W offers for correspond is â€Å"to be in accord.† Its solitary definitions for the action word jive are identified with music, deceiving talk, and prodding. Two other much-refered to American specialists are mindful so as to recognize scoff and correspond: The Chicago Manual of Style A sneer is a gnawing affront or insult; scoffs are allegorically tossed at their objective â€Å"The furious group heaved sneers as the suspect was driven into the courthouse.† Jibe intends to fit, for the most part with invalidation â€Å"The decision didn’t correspond with the judge’s own perspective on the facts.† The AP Stylebook To scoff intends to insult or jeer: â€Å"They sneered him about his mistakes.† Correspond intends to move heading: â€Å"They agreed their boat over the wind.† or on the other hand, casually, to concur: â€Å"Their stories didn’t jibe.† Synopsis The cruising term might be spelled either gybe or correspond. The last is increasingly normal in US utilization. The action word that implies â€Å"to agree† or â€Å"to fit† is spelled correspond. The thing and action word that pass on insulting are spelled sneer. Need to improve your English in a short time a day? Get a membership and begin getting our composing tips and activities day by day! Continue learning! Peruse the Vocabulary classification, check our well known posts, or pick a related post below:Based in and based out ofBest Websites to Learn EnglishDrama versus Drama

wiki wabbit Richmond Writing

wiki wabbit Richmond Writing If you ever watched Bugs Bunny You might read the title of this posting with an echo of Elmer Fudd expressing his chagrin at one of our beloved tricksters. The relevance of this, if not immediately apparent, will be suggested in a bit.  Wiki what? The Oxford English Dictionary tells us that wiki is a Hawaiian word meaning fast, the emphatic form of which is wikiwiki. This phrase was first used to apply to a user-edited website called WikiWikiWeb composed by Ward Cunningham in 1995 this was the first wiki. With 9,889,432 views per hour in English alone, most folks know about Wikipedia, but fewer understand what a wiki is or how to use one. Unlike traditional semi-static/gatekeeper websites that require complex software to create and are often controlled by a single person, a wiki can be built online, often for free, and designed so a limited or unlimited number of people can edit it easily. I have been using Wikispaces for my writing workshops as well as for process drafting of research essays in my first-year writing courses. All changes are recorded in the history tab, so there is a complete record of who wrote what and when and this makes for a more thorough collection of drafts and revisions. Often the pages will have a discussion tab that is useful for writing workshop feedback, posting questions to readers etc. But wikis can be used for more than writing courses, they can be convenient and flexible group collaboration tools for any project, academic or otherwise. Browse the sites for Wetpaint or PB Works and note the varying complexity and features offered, or check WikiMatrix to find a handy tool for comparing a number of wikis of your own choosing. Oh, and about those leaks. In terms of wiki-ness, the Wikileaks website is not really a wiki since it is not editable by its users but its revelations certainly introduce an element of speed into the slower pace of partial diplomatic disclosure. Aside from speed, another aspect of wiki-ness manifest by Wikileaks is that of transparency and accountability or at least the transparency and accountability of the powerful, since Wikileaks founder Julian Assange is less than transparent himself. On a wiki, every user and every change are recorded, there is no way to hide and all information is immediately available to users. By contrast, FOIA information is laborious to obtain and is often heavily redacted, which is partly why these leaks evoke mixed feelings for me. Why do we subscribe to transparency so selectively? Isnt one of our chief criticisms of North Korea its absolute lack of transparency? No doubt these leaks will increase tension, make negotiation more difficult and possibly risk some lives but it might also be argued that, in a WMD world, everyones life is at risk every day when governments are not transparent. However, there is a surprising amount of government and institutional cooperation worldwide and a massive assault by individual hackers to shut down or shut out Wikileaks, a fact suggesting that the threat we feel from transparency trumps the value we claim to put on it. Or perhaps it is a measure of our faith in the goodness of what our leaders and institutions do in secret, but this doesnt seem in keeping with our recent waves of anti-government sentiment, so the motivation of leak opponents is unclear to me. And now, these anti-leak actions have led to Operation Payback a barrage of counter-hacking by supporters of Wikileaks in what may be our first public cyberwar. One thing is for sure: without that cloak of secrecy, with the knowledge that we were watching, powerful persons and groups at all levels would act quite differently, perhaps with more humility, responsibility and vision. As the ambiguous Wikileaks logo suggests, time is running out for our planet and it may just take some kind of digital trickster to stir things up. Ultimately such transparency may be what assures our survival. Podcast: Play in new window | Download

Compare and Contrast “the Flowers” and “a Rose for Emily”...

Compare and Contrast â€Å"The Flowers† and â€Å"A Rose for Emily† In comparing Alice Walker’s story â€Å"The Flowers† with that of William Faulkner’s â€Å"A Rose for Emily,† there are similarities and differences. The main difference in the stories is the way the characters react to the deaths. There are similarities such as the main characters of both stories personally face a dead body, both stories share the symbolism of flowers, and both present a theme of death. In â€Å"The Flowers,† Myop innocently stumbles across the remains of a lynched man after she spends a day gathering flowers in the woods behind her family’s cabin. She discovers his body by stepping â€Å"smack into his eyes.† (Walker 82) In â€Å"A Rose for Emily,† Emily loves one man, Homer Barron.†¦show more content†¦This discovery is the end of Myop’s carefree existence; therefore, her innocence dies. Myop lays down her flowers, not only at the gravesite of the man but also at the gravesite of her childhoo d and her former self. The most obvious way that death is present as a theme is through the fact that Myop discovers an actual dead body in the forest. She comes to realize that all people die; some have harsh and cruel deaths. The details of the decomposing body: the eyes, teeth, and rotting clothes strengthen the theme. In the beginning from the description of Emily’s death-haunted life to the description of Emily herself, it is clear that death runs rampant for Emily. Emily is a fixture in her community, as a symbol of the south’s old dying ways. She tries to deny the fact of death at all. Her necrophilia first comes to light once her father dies. She is unable to admit that he has passed away and clings to his controlling love- the only love she knows. Reluctantly, she gives up his body. When Homer dies, she again refuses to accept it, even though she is the cause of his demise. In murdering Homer, she was able to ensure that he would never leave her. Homer and Emi ly’s repulsive marriage reveals Emily’s attempt to fuse life and death as one. Death ultimately conquers all. Myop and Emily were both similar and different. Myop faces a murdered body in a field and Emily physically murders someone. Flowers are used as symbolismShow MoreRelatedAnalysis of the Gothic Fiction Books, The Cask of Amontillado and A Rose for Emily1191 Words   |  5 Pages　　　　　　Analysis of â€Å"The cask of Amontillado† and â€Å"A Rose for Emily† 　　　 　　　In this paper, I choose the Gothic fictions â€Å"The Cask of Amontillado† and â€Å"A Rose for Emily† to compare. I like them as these two works are very exciting with suspense. Next I will compare them on three aspects. 　　　The first is the theme. A Rose for Emily, written by William Faulkner, is a short story about the life and death of Miss Emily Grierson. The reader is told the story in flashback. Its structure is broken downRead MoreEnglish All Semester 26504 Words   |  27 Pages7.03A, 7.03B 7.05B, 7.08 Week 8 8.01, 8.02A and B, 8.03, 8.05 (segment exam) 5.03- A rose for Emily Part I: Character Identification in A Rose for Emily In complete sentence format, identify each of the following characters. Remember reporters, be sure to include as much information as possible to give your readers a vivid picture of each of the following characters: 1. Emily Grierson: Emily Grierson was a young lady, whose life was always run by her father. Her father who was of veryRead MoreTypes Of Poetry : A Poem Which Deals With Religious Themes, Love, Tragedy, Domestic Crimes, Essay2495 Words   |  10 Pagesthe Revolution. It also describes how powerful people can change the ideology of a society. 4. Sonnet: Normally a 14 line iambic pentameter poem. Example- William Shakespearean Sonnet From fairest creatures we desire increase, That thereby beauty’s rose might never die. But as the riper should by time decease, His tender heir might bear his memory: But thou, contracted to thine own bright eyes, Feed’st thy light’s flame with self-substantial fuel, Making a famine where abundance lies, Thyself thyRead MoreAmerican Literature11652 Words   |  47 Pagesideas that have to do with physical sensations--sounds, tastes, smells and so on. Finally, he can go back and think about all the ideas these different images could imply--figure out their connotations, in other words. For example, if a poet compares something to a ship, the reader might think about what ships look like, and then think about what it feels like to be on a ship. How do ships move? Where do they go? What sights, sounds, smells and sensations can we associate with ships and beingRead MoreStylistic Analysis10009 Words   |  41 Pagesof the working classes, relationships between men, women and the natural world. D.H. Lawrence was especially fond of writing about animals, flowers, and other aspects of nature ÃŒ ¶ usually in a deeply symbolic manner. His poetry collections include â€Å"Love Poems and others† (1913), â€Å"Amores† (1916), â€Å"Look! We have come through† (1917), â€Å"Birds, Beasts and Flowers† (1923), â€Å"The Collected Poems of D.H. Lawrence† (1928), â€Å"The Complete Poems of D.H. Lawrence† (1964), edited by Viviande Sola Pinto and F. WarrenRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2 005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagestransformations in where humans lived, how they earned their livings, and their unprecedented ability to move about the globe. Moya and McKeown set the patterns of migration in the twentieth century against those extending back millennia, and they compare in imaginative ways the similarities and differences among diverse flows in different geographical areas and across ethnic communities and social strata. They consider not only the nature, volume, and direction of migrant movements motivated primarilyRead MoreMarketing Mistakes and Successes175322 Words   |  702 Pagesstudents can hone their analytical skills and also their persuasive skills—not selling products but selling their ideas—and defend them against critical scrutiny. This is great practice for the arena of business to come. NEW TO THIS EDITION In contrast to the early editions, which examined only notable mistakes, and based on your favorable comments about recent editions, I have again included some well-known successes. While mistakes provide valuable learning insights, we can also learn fromRead More_x000C_Introduction to Statistics and Data Analysis355457 Words   |  1422 Pagesinterpreting results in authentic situations or give students the experience necessary to be able to use statistical methods in real settings. We believe that the exercises and examples are a particular strength of this text, and we invite you to compare the examples and exercises with those in other introductory statistics texts. Many students are skeptical of the relevance and importance of statistics. Contrived problem situations and artiï ¬ cial data often reinforce this skepticism. A strategy thatRead MoreInnovators Dna84615 Words   |  339 Pagesabilities in 117 pairs of identical and fraternal twins. Testing twins aged fifteen to twenty-two, they found that only about 30 percent of the performance of identical twins on a battery of ten creativity tests could be attributed to genetics.6 In contrast, roughly 80 percent to 85 percent of the twins’ performance on general intelligence (IQ) tests could be attributed to genetics.7 So general intelligence (at least the way scientists measure it) is basically a genetic endowment, but creativityRead MoreLibrary Management204752 Words   |  820 Pagesnot-for-profit world sometime seems comparatively complicated because the goals of these organizations are often difficult to articulate. The goal of the for-profit organization is to make money for its owners, and this goal is fairly straightforward. Contrast it with the â€Å"serving society† or â€Å"doing good† goal of a not-for-profit; that goal could be interpreted in many different ways. Not only do managers in not-for-profits sometimes have more trouble setting goals, but it can be equally hard to assess

Jackie Robison vs Ali Essay - 1640 Words

Jack Roosevelt â€Å"Jackie Robinson† Cassius Marcellus Clay Jr â€Å"Muhammad Ali† Muhammad Ali once said, Hating people because of their color is wrong. And it doesnt matter which color does the hating. Its just plain wrong.† Muhammad Ali stood for the common black man, so did Jackie Robinson. Both of these men were professional athletes, two different sports, baseball and boxing, were changed forever because of these men. They both broke segregation barriers not only in their profession but also outside the field and ring. Both these men had some similarities but overall had more differences whether it was their profession, who they were influenced by, or their involvement with war. Jackie Robinson was the first African-American†¦show more content†¦While boarding a bus Jackie Robinson had refused to sit in the back, because of this he was ruled court marshaled. He was token into custody but was found innocent by President Truman. While Martin Luther King Jr did not support the war, Jackie Robinson did, he wrote to President Johnson to let him know that he has the support of Jackie Robinson and many other African-Americans. Jackie Robinson was in full support of the war, but Muhammad Ali was not, in fact Muhammad Ali refused to go to war in 1966, he had failed his qualifying test but was later revised and was changed into class 1A, which meant he was now eligible for the draft. When he was notified of the change he declared that he would refuse to serve in the United States Army and publicly considered himself a conscientious objector, which meant he could not go to war because of his religious stance. Ali stated that War is against the teachings of th e Holy Quran. Im not trying to dodge the draft. We are not supposed to take part in no wars unless declared by Allah or The Messenger. We dont take part in Christian wars or wars of any unbelievers. Ali also famously said in 1966: I aint got no quarrel with them Viet Cong ... They never called me nigger.† His refusal of going to war was made into a huge dilemma, it went on to be a supreme court case, â€Å"Clay vs United States†. The day of his induction into the U.S armed forces on

Assessing the Marketing Strategy of Payboy Magazine Free Essays

Contents Introduction4 Literature review5 The product life cycle5 Introduction stage5 Growth stage6 Maturity stage6 Decline stage7 MARKET SEGMENTATION8 Attractiveness of a market segment9 Target market strategies9 BRAND10 Building and managing brand equity12 Globalisation13 There are three main international marketing orientations13 Ethics in marketing14 Gender role and marketing14 Generic marketing strategy15 Findings16 The playboy product life cycle16 Market segmentation17 Brand17 Globalization17 Ethics18 Marketing strategy18 Discussion20 Conclusions21 Recommendations21 References22 Introduction A marketing strategy calls for the organization to pull its limited resources to attract the desired market segment and gain some competitive advantage. The positioning of a product is the reason the target segment of the market uses or buys a product based on the attributes of the product which ensure that the product attracts the desired market segment by meeting the product expectations (Wind, 1990). These two strategies are used to attract consumers of all product types. We will write a custom essay sample on Assessing the Marketing Strategy of Payboy Magazine or any similar topic only for you Order Now The magazine industry mainly applies these strategies to attract buyers towards their product. They offer their readers target content by being first segmented into the various types of magazines which include: men, women, news magazines and readers digest. Readers digest offer its readers a wide array of topics of interests without focussing on a specific readership, gender or group of interests. News magazines offer feature news articles usually on topics that have already been discussed in other news media but in a more in-depth sense. Women’s magazines offer articles of interest to women and men’s magazines offer articles of interest to men. Magazines are further segmented under each section to feature topics of interest from decor to cars. One of the more successful men’s magazines Playboy will be discussed in this paper, focussing on, what strategy they applied to achieve their global success. The magazine has been in existence for over, 50years and has stood the test of time. This paper will seek to determine what marketing strategies they applied to achieve their global success. Literature review The product life cycle The product life cycle can be divided into several stages characterised by the revenue generated by the product. A PLC depicts the stages that the product goes through during its life time. The PLC is made up of the following stages: Introduction stage When the product is introduced, sales will be low until customers become aware of the product and its benefits. Advertising costs are typically high during this stage in order to rapidly increase customer awareness of the product and to target the early adopters. During the introductory stage the firm is likely to incur additional costs associated wit the initial distribution of the product. These higher costs coupled wit low sales volume usually make the introduction stage a period of negative profits. During the introduction stage, the goal is to establish a market and build primary demand for the product class. The introductory stage comprises of the following marketing mix components: Price – the price will be generally high, assuming a skim pricing strategy for a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly. In some instances, a penetration pricing strategy is used and introductory prices are set low to gain market share quickly. Distribution –the distribution is selective and scattered as the firm commences implementation of the distribution plan. Promotion – it is aimed at building brand awareness. Samples or trials may be directed at early adopters. Growth stage This is a stage of rapid revenue growth. Sales increase as more customers become aware of the product and its benefits and additional market segments are targeted. The marketing team may increase its distribution at this point. When competitors enter the market, often during the later part of the growth stage, there may be price competition and or increased promotional costs in order to convince customers that the firm’s product is better than that of the competitor. During the growth stage the goal is to gain consumer preference and increase sales. The marketing mix may be modified as below: Product – new product features and packaging options, improvement of product quality Price – the price may be maintained at a high level if demand is high or reduced to capture additional customers. Distribution – at this point, the distribution becomes more intensive. Trade discounts are minimal if resellers sow a strong interest in the product. Promotion – advertising is increased to build brand preference. Maturity stage This is the most profitable stage. While sales continue to increase into this stage, they do so at a slower pace. The brand awareness is strong and so the advertising expenditures will be reduced. Te firm places effort into encouraging competitors’ customers to switch, increasing usage per customer, and converting non users into customers. Sales promotion may be offered to encourage retailers to give the product more shelf space over competing products. During the maturity stage, the goal is to maintain market share and extend the product life cycle. The marketing mix decision may include: Product – modifications are made and features are added in order to differentiate the product from competing products tat may have been introduced, Price – there are possible price reductions in response to competition while avoiding a price war. Distribution – new distribution channels and incentives to re-sellers n order to avoid losing self space. Promotion – emphasis on differentiation and building of brand loyalty. Incentives may be introduced at this stage to get competitors’ customers to switch. Decline stage At this stage, sales begin to decline as the market becomes saturated, the product becomes technologically obsolete, or customer taste change, if the product as developed brand loyalty, the profitability may be maintained longer. Init costs may increase with the declining production volumes and eventually no more profit can be made. During the decline stage, the firm has three options: †¢ Maintain the product with hope that competitors will exit. Reduce costs and find new uses for the product. †¢ Harvest it, reducing market support and coasting along until no more profit can be made. Discontinue the product when no more profit can be made or there is a successor product. The marketing mix may be modified as follows: Product – the number of products in the product line may be reduced. Rejuvenate surviving products to make them look new again. Price – prices may be lowered to liquidate inventory of discontinued products. Prices may be maintained for continued pr oducts serving a nice market. Distribution – it will become more selective. Channels that are no longer profitable are passed out. Promotion – expenditures are lower and aimed at reinforcing the brand image for continued products. MARKET SEGMENTATION Here, the suppliers will want to concentrate in a particular market. There are two important factors to consider when selecting a target market segment. These are the attractiveness of the segment and the fit between the segment and the firm’s objectives, resources and capabilities. † This is the process in which a company attempts to identify the categories of consumers whose needs and wants it can satisfy. In order to segment the market Companies first assess their capabilities and resources then they determine the competitive situation in the marketing environment. Finally they match their capabilities with the needs of the market segment. There is no single way of segmenting the market because their criteria used to segment the market depend on the individual organisations. The segmentation process involves several steps: †¢ You define the market usually based on the consumers needs †¢ Identify the best market segmentation criteria †¢ Apply the segmentation criteria and divide the market †¢ Analyse and understand the profile of the priority consumer segment (Ranchhod Gurau, 2007) Attractiveness of a market segment The following aspects can be considered when evaluating the attractiveness of a market segment: †¢ Growth rate in the segment †¢ Size of the segment †¢ Competition in the segment †¢ Attainable market share given promotional budget and competitors’ expenditures †¢ Required market share to break even Market research and analysis is essential to obtain this information. Te impact of micro and macro environmental variables on the market segment should be considered. Target market strategies Market specialisation – here the firm specialises in a particular market segment and offers that segment an array of different products Full market coverage – the firm attempts to serve the entire market. This coverage can be achieved by means of either a mass market strategy in which a single undifferentiated marketing mix is offered to the entire market, or by a differentiated strategy in which a separate marketing mix is offered to each segment. Product specialisation – Here the firm specialises in a particular product and tailors it to different market segments Selective specialisation – Here the different marketing mixes are offered to different segments. The product itself may or may not be different. The promotional messages or distribution channels may vary. Single segment strategy – Here one market segment is served with one marketing mix. A single segment approach often is the strategy of choice for smaller companies wit limited resources. BRAND A brand is a name or symbol used to identify the source of a product. (NetMBA,marketingbrand equity). Very successful brands have been known to become the generic name of a product. The design and implementation of an effective brand strategy can be considered in relation to the brand, product or the service offered. There are several brand strategies that can be applied, these include: †¢ Brand development strategy – used when the brand already exist †¢ Rebranding – when an existing brand is rebranded in line with the change in the market segmentation or competitive positioning strategy. †¢ Brand introduction – used when a new brand is introduced †¢ Brand extension (umbrella branding) – used when a new product that is unrelated to an existing product is introduced. (Ranchhod Gurau, 2007) The brand can add significant value when it is well recognised and as positive associations in the mind of the consumer. This concept is referred to as â€Å"Brand equity. † There are three perspectives from which to view brand equity: 1. Consumer- based: A strong brand increases the consumer’s attitude strength toward the product associated with the brand. Attitude strength is built by experience with a product. This importance of actual experience by the customer implies that trial samples are more effective than advertising in the early stages of building a strong brand. The consumer’s awareness and associations lead to perceived quality, inferred attributes, and eventually, brand loyalty. 2. Brand extensions: A successful brand can be used as a platform to launch related products. Te benefits of brand extensions are the leveraging of existing brand awareness thus reducing advertising expenditures, and a lower risk from the perspective of the customer. Appropriate brand extensions can enhance the core brand. Te value of the brand extension is however more difficult to quantify than are direct financial measures of brand equity. 3. Financial: One way to measure brand equity is to determine the price premium that a brands commands over a generic product. Strong brand equity provides the following benefits: . It is an asset that can be sold or leased 2. It Increases cash flow by increasing market share, reducing promotional costs, and allowing premium pricing. 3. It facilitates a more predictable income stream Building and managing brand equity In his 1989 paper, Managing brand Equity, Peter H. Farguhar outlines # the following three stages tat are required in order to build a strong brand: 1 . Introduction – in this stage, introduce a quality product with the strategy of using the brand as a platform from which to launch future products. A positive evaluation by the consumer is important. 2. Elaboration – make the brand easy to remember and develop repeat usage. There should be accessible brand attitude, that is, the consumer should easily remember his or her positive evaluation of the brand. 3. Fortification – the brand should carry a consistent image over time to reinforce its place in the consumer’s mind and develop a special relationship with the consumer. Brand extensions can further fortify the brand, but only with related products having a perceived fit in the mind of the consumer. Globalisation Marketing efforts can cross borders in a process known as internationalisation and globalisation. Internationalisation is when a firm starts to sell the products across the borders. Globalisation is a result of internalisation and it is shown by an increase in volumes and value of goods as well as the emergence of transnational segments of consumers with similar demand. (Ranchhod Gurau, 2007). The main factors influencing international marketing operations are: †¢ Good knowledge of the evolution of the international business environment †¢ The existing assets of the firm †¢ The capacity of managers †¢ To rapidly adapt the firm’s strategy to the continuous changes in international markets. (Ranchhod Gurau, 2007) There are three main international marketing orientations †¢ Domestic Market orientation – this is when you sell your service or products in a foreign markets that is very similar to the domestic market. †¢ The multi-national orientation – this is when a product or services adapts to the demands of each foreign market. †¢ Global orientation – it identifies the transnational segment of consumers in different foreign countries having similar needs and wants. (Ranchhod Gurau, 2007) The main challenge with globalisation is whether to adopt standardisation or adaptation theories in the marketing strategy. It has been argued that standardisation should be adopted because international markets have increasingly convergent needs and wants. However, standardisation does not allow for the local cultures to shape the preferences and in such cases the adaptation theory will work best. (Ranchhod Gurau, 2007) Ethics in marketing The ethical stance of an organisation can either promote or hinder the marketing strategy of an organisation. Ethical issues ranging from pay, pricing of goods to environmental issues affect the image of an organisation and can have a critical impact on an organisation’s brand. In order to combat the negative publicity, organisations can form ethical alliances with non-profit organisation taking the form of donations, cause-related marketing, event sponsorship, employee exchange and the provision of services. Such cause-related marketing strategies can be used to distinguish an organisation in the market place. (Ranchhod Gurau, 2007) Gender role and marketing In advertising, it has been found that the marketing to women and men especially in publication differ in terms of the type of products they advertise. Men products tend to promote lifestyle enhancing and professional appearance while women’s advertisements tend to promote self reflection and personal appearance (Graham and Gollop, 2003). Many brands in the market are said to posses gender bias. The bias helps leverage their ability to attract their male or female target group. This same trait works as a hindrance where the brand is trying to cross the gender divide (Jung and Lee, 2006). Findings show that depending on the race and gender of the magazine, the roles of the women and men changed. In women’s magazines, women appeared in subordinate roles most of the time and were considered more exposed then men although research has shown that these roles appear to be changing. Interestingly, depending on the magazine gender bias, men’s magazines had dominated in images of men and women’s magazines dominated in images of women (Graham and Gollop, 2003). In most the magazines, women appeared as sexual objects. Generic marketing strategy Porters has two main fundamental decisions that organisation need to adopt in order to gain competitive advantage. He proposed that organisations could compete on price and differentiation. The two strategies define the following four generic competitive strategies . 1. Overall price leadership – it provides products and services at lowest prices 2. Differentiation – offering a product or service with differentiated features. 3. Differentiation focus – segment the market then offer each segment a differentiated product. 4. Price focus – firstly, segment the market and offer the segment a low price (Mitchell,2010) Findings The playboy product life cycle Introduction – Playboy was introduced in 1953 with a $1000. 0 budget. The first publication had a circulation of 53991 copies and Marylyn Manroe was on the cover prior to her fame at a price of $0. 5 per issue. When this idea was launched, the logo was a stag, and the magazine was supposed to be called ‘Stag Growth stage –the playboy ‘bunny ‘was introduced and subsequently became the prima ry unchanged logo for the magazine. Maturity stage-in the 1970’s the playboy magazine had grown in popularity and this marked the best sales period of its circulation. The magazine grew into the playboy corporation and has under the umbrella name in addition to the magazine: Night clubs †¢ Casinos †¢ cosmetics Decline- given the negative publicity linked to the content of the playboy magazine, in the late 1970’s immediately after achieving its peak, their sales declined as a result of the rise of competitors such as penthouse (Trivialibrary. com, 2010). There was a 2-year ban on all explicit content magazines in the united states in the†¦ based on the speculation that magazine of that content was a health hazard. Maturity stage -to date the magazine has a notable goodwill and has accumulated in value. In 2002, the first issue of the playboy magazine was auctioned off for $5000. 0 showing that the magazine has accumulated value as a collectable. Market se gmentation The playboy magazine cast a wide web and segmented its market using geographical and gender based segmentation. The magazine is typically targeted at men aged between 18 and 80 years of age. However, the contents satisfied both the male and female market (Forbish, 2004). Brand The playboy brand is symbolised by a black bunny bearing a bow tie. It has immense goodwill and has been exploited and incorporated into several products such as jewellery, T-shirts printed etc. The magazine P has stars to indicate the level of circulation for that particular issue Major brand extensions include: lingerie, jewellery, TV shows, Clubs and Casinos. Globalization The playboy magazine has been published in over 50 countries worldwide with local publication and has shown a certain degree of popularity internationally. It sells more the 3million copies in the united states and 4. 5million copies around the world (Forbish, 2004). In addition, playboy has a website which has allowed that to reach an international market. Ethics There have been many ethical issues surrounding the magazine spanning from, exploitation of women to the lack of morals based in the sexual content of the magazine. However, they stand out from the rest because they show some moderation on their contents; †¢ they are not as explicit in both their magazine and web content †¢ their sit only shows nudity to viewers after they have acknowledged the content Marketing strategy The main aim of the playboy magazine was to sell a ‘lifestyle’ and not just sex and nudity. The idea was for the young man to feel like he was a member of a playboy lifestyle club (Forbish, 2004; Thompson, 2008). They show this by incorporating issues of interest to men including humorous and celebrity related content (Forbish, 2004). Between 1959 and 1961, Playboy had a television show ‘Playboy penthouse’ which supplemented in television what it offered as a publication. This show was not an easy success story because television at the time was related to feminism and usually show cased feminine products and shows (Thompson, 2008). The show offered the viewer a visual idea of what the playboy lifestyle was about: beautiful women, celebrities and partying (Thompson, 2008). They have a web page that was opened in 1994. It is currently the most visited site and highly successful magazine online sites. Its cyber store has a 2700 item catalogue and is responsible for a major portion of the playboy profit. Another major feature is the live feature which allows surfers access to view live events online. The ideas of the web site was not to lose sight of the playboy persona by strongly linking its contents and the quality to that of the magazine aimed at getting its visitors to buy into the playboy brand as well as other merchandise that they sell online (Forbish, 2004). When introducing the magazine, the pictures that were published in the magazine were of an upcoming icon Maryline Manroe which was to be used in a calendar. Playboy has been known for using celebrities such as Pamela Anderson in its covers. They also used award winning non sexual content interviews with famous figures to sell the magazine including Malxom X, Martin Luther King Jr. (Forbish, 2004). Discussion The playboy magazine is an ideal example of a magazine that stood the test of time. Starting in the 1950’s the magazine managed to capitalize on a basic need in Maslow’s hierarchy of needs ‘Sex’. Considering the more conserving time era in which the magazine was launched, the minimal budget and the small circulation, the magazine has proven to be a success story. To date, the playboy brand is considered a symbol of status, fashion and personality (Chen and Wang, 2007) In terms of strategy, using semi naked women on the cover, to attract their ideal market segment was a good key strategy to attract readership; having the semi naked women being up and coming celebrities like Pamela Andersen was a genius idea this being key in attracting their target market; men aged between 18-80. This strategy was the key to the success if the magazine (Thompson, 2008). In terms of positioning, the playboy magazine has expressed intensely that they are not a ‘pornographic’ magazine and attest the idea that their content is purely sexual in nature (Schilowitz, 2004). They argue that their content is of interest to men and thus their articles will be male interest related; with men interests being women amongst other things. They show this by having in depth interviews with interesting key people in society including Malcom X. They push the idea that Playboy is in-fact a lifestyle of fun with a sexual connotation, which is why the extensions of the brand include casinos and clubs. In terms of ethics, the try to show that they are not pushing the men into reckless sex, they do not exploit women and they do have a certain level of conservative standard which they show by not fully exposing their women; and putting restrictions on their websites to inform their patrons about potential nudity in their sites. Conclusions In conclusion, the playboy brand is a successful entity, the name and logo has an international standing. Having graced that stands from the 1950’s to present day and stood the test of criticism, linking to the ‘pornographic market, defending its image as a lifestyle as opposed to a product the brand has been successful. In terms of segmentation, the ‘Playboy’ magazine had had a high success rate in reaching its target market while unintentionally attracting another segment in the market; women readers. It has successfully offered its readers more than just ‘sex’, it has offered its readers the ideal idea of what it means to be a man (Cox, 1961). Playboy has had a fair share of negative press about the ethics of the publication linked to the images of the women but this has had a little effect on the goodwill of their brand. In summation, the playboy brand has been marketed successfully and the application of the strategy has been well carried out. This has been done through effective segmentation, application of online marketing and globalization, application of ethics, effective use of goodwill on the brand as well as brand extensions. Recommendations The following recommendations could be applied: Given the current global HIV/AIDS pandemic, it would be in the interest to include in their articles talks about how best to avoid, prevent and stop the transmission of HIV/AIDS. Their articles should promote awareness and prevent stigmatization. References Chen Y and Wang X. (2007). Research on the legal protection of intellectual property right in clothing brand. Asian social science. Vol. 3 (2) pp 77-80 Cox H. (1961) Playboy’s Doctrine of Man. Christianity and Crises. Forbish T. 2004) Sexual Profiteering and Rhetorical Assuagement: Examining Ethos and Identity at Playboy. com. JCMC. Vol. 9 (3) Jung K. and Lee W. Cross-Gender Brand Extensions: Effects of Gender of the brand, Gender of consumer, and Product Type on Evaluation of Cross-Gender Extensions. Advances of Consumer Research. Vol. 33. pp 67-74. Graham R. and Gollop C. J. (2003) Gender Role Reinforcement in Popular Magazine Advertising. Dissertation from the University of North Carolina. United States. Schilowitz E. (2004) Dont Dare Associate Playboy With Porn: Playboy Enterprises, Inc. . Netscape. Communications Corporation. B. U. J. Sci and Teck L. Vol. 10 (2) Thompson E. (2008) The Parodic Sensibility and the Sophisticated Gaze : Masculinity and Taste in the Playboy Penthouse. Televisions and News Media. Vol. 9 (4) pp 284-304. Wind Y. J (1990) Positioning analysis and strategy. Interface of marketing strategy. Jai Press ———————– Assessing the marketing strategy of Playboy magazine Strategic Marketing MKT 762 Dr. Ayanda Group IV Modise Nengu 9903378 Oumi El-Kindiy 200302031 Dineo Mooketsi 9703200 How to cite Assessing the Marketing Strategy of Payboy Magazine, Essays

Killer angels 2 Essay Example For Students

Killer angels 2 Essay The Killer AngelsThe Battle of Gettysburg brought the dueling North and South together to the small town of Gettysburg and on the threshold of splitting the Union. Gettysburg was as close as the United States got to Armageddon and The Killer Angels gives the full day-to-day account of the battle that shaped Americas future. Michael Shaara tells the story of the Battle of Gettysburg through the eyes of the generals and men involved in the action of the battle. The historical account of the Battle of Gettysburg gives the reader a chance to experience the battle personally and not the history book manner taught in schools. A historical novel gives the facts straightforward and provides no commentary by the people involved in history. The historical account of the Battle of Gettysburg, as seen in Killer Angels, provides the facts of the battle as seen through the eyes of Generals Robert E. Lee, Joshua Chamberlain, James Longstreet, and John Buford. The feelings and inner-thoughts of each General and the conditions of the battle are seen, heard, and felt by the reader in the historical account. Shaara takes historical license with letters, the words of the men, and documents written during the three hellish days of the battle. Shaara avoids historical opinion and provides his own opinion towards the Civil War and the people. The historical account of the Civil War, the Battle of Gettysburg specifically, in Killer Angels conveys the attitude to toward war, attitude towards the Civil War, and cause for fighting the war of General Robert E. Lee, Joshua Chamberlain, James Longstreet, and John Buford. General Robert E. Lee gained stoic and legendary status as the heart and soul of the South in the Civil War, but many did not know his reasons and feelings for fighting the war. War and the slaughter of others did not interest Lee and he felt compassion for the Union. Lee had contradictory feelings towards war and says, He was not only to serve in it but he was to lead it, to make the plans, and issue the orders to kill and burn and ruinhe could not do that (Shaara 263). The Civil War is not in the taste of General Lee, but feels it is his duty, and he cannot just stand by and watch the war pass him by. Michael Shaara says of Lees reason for fighting the Civil War , He found that he had no choiceLee could not raise his hand against his own. And so what then? To stand by and do nothing? It had nothing to do with causes; it was no longer a matter of vows (Shaara 263). Shaara, through his commentary on General Lee, explains that Lee did not want to fight the war but had to. Lee felt it was his duty to fight for his fellow countrymen, but not for a cause, land, or slavery. So it was no cause and no country he fought for, no ideal and no justice. He fought for his people, for the children, and the kin, and not even the land, because the land was worth the war, but the people were, General Lee says (Shaara 263). General Lee fights for himself and has no cho ice but to fight, knowing in the end that he might be wrong with his cause and pay the price someday. General Lee is not a proponent of war, but he will serve his country with honor and duty if necessary. A man of ideals and honor represent the character of Union Colonel Joshua Chamberlain. Being a man of education, Chamberlain knows the demeaning and repulsive nature of slavery and has come to fight to end it. Chamberlain hates the whole idea of the Civil War and the death and destruction that goes along with it. I used my brother to plug a hole. Did it automatically as if he were expendable, says Chamberlain (Shaara 304). He hates the idea that men, including his brother, are dying out in the fight for slavery. The only reason he believes in the Civil War is that if he the North did not fight freedom would be tarnished and a great travesty .u81cf9bdc2b9f8bf48b1d26c9a2db5b06 , .u81cf9bdc2b9f8bf48b1d26c9a2db5b06 .postImageUrl , .u81cf9bdc2b9f8bf48b1d26c9a2db5b06 .centered-text-area { min-height: 80px; position: relative; } .u81cf9bdc2b9f8bf48b1d26c9a2db5b06 , .u81cf9bdc2b9f8bf48b1d26c9a2db5b06:hover , .u81cf9bdc2b9f8bf48b1d26c9a2db5b06:visited , .u81cf9bdc2b9f8bf48b1d26c9a2db5b06:active { border:0!important; } .u81cf9bdc2b9f8bf48b1d26c9a2db5b06 .clearfix:after { content: ""; display: table; clear: both; } .u81cf9bdc2b9f8bf48b1d26c9a2db5b06 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u81cf9bdc2b9f8bf48b1d26c9a2db5b06:active , .u81cf9bdc2b9f8bf48b1d26c9a2db5b06:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u81cf9bdc2b9f8bf48b1d26c9a2db5b06 .centered-text-area { width: 100%; position: relative ; } .u81cf9bdc2b9f8bf48b1d26c9a2db5b06 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u81cf9bdc2b9f8bf48b1d26c9a2db5b06 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u81cf9bdc2b9f8bf48b1d26c9a2db5b06 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u81cf9bdc2b9f8bf48b1d26c9a2db5b06:hover .ctaButton { background-color: #34495E!important; } .u81cf9bdc2b9f8bf48b1d26c9a2db5b06 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u81cf9bdc2b9f8bf48b1d26c9a2db5b06 .u81cf9bdc2b9f8bf48b1d26c9a2db5b06-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u81cf9bdc2b9f8bf48b1d26c9a2db5b06:after { content: ""; display: block; clear: both; } READ: Iron And Silk Essay