Report on Operations and Supply Chain Strategy

Question: Expound on theReport on Operations and Supply Chain Strategy. Answer: Presentation Gracefully chain supportability is a way of thinking that is centered around being socially dependable, to consider the drawn out benefit by following practices that are useful for the earth. Its center goes past conveyance, stock, and customary perspectives on overseeing costs. The organization following this way of thinking can progress in the direction of lessening vitality cost, any type of waste, use of green innovation, just as decrease of gas emanations alongside diminishing the ecological harm done in any structure. Flexibly chain manageability requires a joint effort of both interior and outer accomplices of the procedure in question (Cetinkaya,et al. 2011). Manageability in Supply Chain Barloworld Logistics which is in the shipping business, there is a colossal advantage in thinking about maintainability in its tasks. The green development of the organization has been the primary green trailer for which the organization didn't depend on any truck producer rather pushed the activity all alone. The Green Trailer has the ability to lessen the carbon impression by 14 tons in a half year and spare the fuel by 7-10%. The consideration nowadays to corporate duty alongside maintainable improvement is expanding and green flexibly chain the executives exercises have increased a great deal of it. These green trailers whenever joined in the flexibly chain have a great deal of advantages (www.fleetwatch.co.za/, 2010, for example, These trucks give the organizations an upper hand over different firms. The decrease of vitality and fuel additionally add to the advantages in diminishing the expense. Decrease of the ozone harming substance outflows in dispersion exercises adds to natural upgrades. They present a decent image of the organization, makes generosity when an organization is occupied with green practices. Organizations that have embraced such green practices and have concentrated it on executing those practices in their dissemination exercises have effectively improved their business and ecological execution. The business can all the more likely separate in their appropriation administration, deal with the hazard, increment deals and furthermore make altruism in the market at the same time by additionally lessening dispersion cost. In this particular case, for Barloworld Logistics, they would have the upside of the month to month sparing of over AED 4250, alongside contributing in decreasing their natural effect. SkySails GmbH takes wind capacity to the following level. This organization is a pioneer and trend-setter in the field of robotized towing kite frameworks and is the main organization on the planet that has effectively formed kite innovation into a modern application. The organization has enormous and completely robotized kites that are the key innovation through which the vitality is produced from high-height winds (Levinson, 2016). This sort of development speaks to up and coming age of wind power. Advantages of such activities and joining them in the flexibly chain of the association would have the accompanying advantages: Wind is Powerful, boundless and free alongside being the least expensive and greenest wellspring of vitality on the high oceans Utilization of wind as a wellspring of intensity will bring down the fuel costs alongside diminishing the degrees of discharges. This framework can be introduced as helper drive frameworks on existing just as new forms. It is productive, safe being used alongside being simple. It will diminish the working costs reason being that it is less expensive than oil Flying towing kites likewise creates multiple times more vitality than the traditional sails impetus frameworks. It is considered as an incredible ecological practice in the delivery business that will bring down the ozone depleting substance emanations, additionally decrease the fuel utilization and expenses (skysails.info, 2016). This training ought to be fused in the flexibly chain of associations that utilization sea transportation, since delivery industry around bolsters 90% of the universal physical exchange of the world (www.skysails.info, 2016). Wal-Mart, the organization has been amazing in consolidating green activities in its tasks. The organization utilizes sustainable wellsprings of vitality for approx 26% in its running capacities, alongside making a few objectives in lessening the worldwide issue of food wastage. The organization has additionally decreased its ozone depleting substance emanations from its flexibly chain; this has diminished their vitality utilization alongside costs. The organization additionally has supposedly diminished its water utilization and reuses and reuses approx 34% of the water in store tasks. The organization has taken various activities in fusing green activities in its tasks and gracefully chain the board. The flexibly affix directors need to set sensible objectives to achieve supportability in their tasks and improvement. Organizations receiving maintainable methodology won't just spotlight on fortifying their relations with purchaser and dealers yet will likewise take part in making benefits for the both. The supervisors need to recognize efficiencies through which their tasks could be improved and activities become increasingly feasible. Supportable flexibly chain will have the accompanying advantages. It will lessen the utilization of vitality, water, crude materials and the offices utilized in providing. It will lessen the carbon impression of the organization just as will oversee hazard well. The courses for buy and conveyance of merchandise will be improved. The work conditions would be improved and the interior frameworks will be overseen better (Supply Chain Logistics Association Canada, Green Supply Chain 2008 Survey, 2008). Generally speaking, economical flexibly chain, as found in the over three cases, will give the organization long haul advantages, for example, generosity, serious edge over other market players alongside ecological advantages for the organization. Supportability is a reasonable desire for the flexibly chain administrators and such activities ought to be joined to the most extreme in the tasks of the organization (BSR, 2011). Various Types of Waste in Logistics and Supply Chain There are seven sorts of waste in lean assembling, they are, transport, stock, movement, pausing, over-handling, over creation and deformities (Interieri, 2013). Sort of Wastage on account of Barloworld Logistics To accomplish lean condition the organization needs to keep away from over the top development of products, this would suggest as the wastage of assets, for example, time, vitality and would likewise acquire cost to the organization. Another wastage that could occur in the organization could be movement, since in the coordinations business laborers are required to direct some additional movement, this inordinate than regular movement could at some point bring about the specialist being harmed at the work environment, which was not required for the activity. This kind of wastage ought to be stayed away from by the organization Kind of Wastage on account of SkySails GmbH The organization should concentrate on dispensing with the loss as far as applying lean coordinations strategy, for example it ought to indicate the estimation of the client that must be included along the gracefully chain, it then needs to outline the worth framework and recognize all procedure along the system of the flexibly chain. The procedures that doesn't enhance the general item ought to be wiped out in this stage, a reasonable item stream ought to be made by the organization that will layout all the components so as to increase the value of the procedures so it is done with least interferences and stock personal time is kept up. The following ought to be to set up a client pull where just the item that is required by the clients made accessible over the gracefully chain (www.mhlnews.com , 2011). Sort of Wastage on account of Wal-Mart The organization ought to keep away from the wastage of stock and imperfections in its activities. The organization ought not hold just merchandise that are not increasing the value of the procedure. It ought to likewise ensure that the quality isn't insufficient in any way as it would prompt wastage. End Maintainability in the flexibly chain will just enhance the organization, a gracefully bind supervisor must have a manageable methodology in dealing with its gracefully chain activities, it will bring about the general advantage to the organization as far as cost decrease, getting serious edge over the contenders and in addition improving the image of the organization as far as diminishing the carbon impressions and the ecological harm. The organization ought to receive lean methodology in its tasks whether in coordinations or in flexibly chain. End of wastage would help the organization in increasing serious edge and would likewise improve its productivity and activities. References BSR,(2011) Maximizing Benefits From a Sustainable Supply Chain [Online] Retrieved on 29th October 2016. Accessible at URL:https://www.bsr.org/reports/BSR_Maximizing_Benefits_From_A_Sustainable_Supply_Chain.pdf Cetinkaya,B, et al. (2011) Sustainable Supply Chain Management: Practical Ideas for Moving Towards Best Practice. Germany: Springer Science Business Media Interieri, C. (2013). The 7 sorts of waste, and introduction to KAIZEN. [Online] Retrieved on 29th October 2016. Accessible at URL: https://cerasis.com/2013/10/07/lean-condition/ Levinson,W. (2016). Lean Management System LMS: 2012: A Framework for Continual Lean Improvement. US: CRC Press. Flexibly Chain Logistics Association Canada, Green Supply Chain 2008 Survey (2008) Green Supply Chain Management [Online] Retrieved on 29th October 2016. Accessible at URL: (https://www.ic.gc.ca/eic/site/dsib-logi.nsf/vwapj/pg00032_eng.pdf/$file/pg00032_eng.pdf The Green Supply Chain Editorial Staff (2015) Green Supply Chain News: Walmart is on a Sustainability Mission [Online] Retrieved on 29th October 2016. Accessible at URL:https://www.scdigest.com/gsc/NEWS/15-04-30-1.php?cid=9251 www.fleetwatch.co.za/.( 2010) Green Vision Become Reality [Online] Retrieved on 29th October 2016. Accessible at URL: https://www.fleetwatch.co.za/magazines/Jul2010/12-Green%20vision.htm www

A Difficult Decision Essay

I decided to expound on a troublesome choice I needed to make years back. I needed to pick between leaving my family in anticipation of work, or keep on letting charge cash bolster we all. It was the best choice I have ever constructed. Beginning really from nothing, to carrying on with an ordinary glad life, and none of this was conceivable without my significant other. She is the genuine warrior. She stayed by me through this entire thing. She constantly bolstered my choices. It was a befuddling time in my life, yet I needed to do what was best for my family. In March of 2008, I was hitched to my better half, Lorene. I was 18 years of age and prepared to begin a family. I was idiotic. I brought in tolerable cash working development, yet never expected to be laid off. My first child was conceived in October of 2008. So I got the family that I needed, I just didn’t have a vocation now. We lived in Yucca Valley, California, where my Mother leased a home to us. She was a recuperating alcoholic. She lived in Arizona with her significant other at that point. Her name was Lari Lee Packer. I know, young men first name. Specialists revealed to her that on the off chance that she at any point drank liquor once more, she would bite the dust. After I disclosed to her better half commonly not to get liquor the house, he proceeded. So in January of 2009, my Mother put in half a month drinking with her better half, and kicked the bucket. She was 44 years of age. Following her demise, individuals were calling, and appearing at my Mother’s house in California. A great deal of the individuals that gave up needed me to indication papers to assume control over my Mother’s obligation. My more seasoned sibling had just prompted me to can't. The other party of individuals that came were there just to educate us that we had 24 hours to get out. My life was self-destructing. We didn’t have any family in the region, nor any transportation. I was unnerved. We wound up remaining at an inn for about fourteen days, at that point descended to the city of San Bernardino, where we lived with Lorene’s sister. One more year passed by and we were still on government assistance, and more unfortunate than any time in recent memory. I didn't have anything yet my family, and a hard decision to make. I could remain and trust things would show signs of improvement, or fly to my brother’s house in North Carolina and look for business. It felt like such a since quite a while ago shot, however I needed to make the wisest decision. I couldn’t keep on feeling pointless. I made a family, just to be not able to accommodate them. So I faced the challenge and traveled to my brother’s house. I strolled two miles down the railroad tracks ordinarily, to go after positions. On the fourth day, I was recruited at McDonalds and a service station. It sounds unfortunate, however I no longer had principles since I was jobless for such a long time. I would work unlimited hours, just to get back home, breakdown on my brother’s lounge chair for four hours, get up and do it once more. I proceeded with this timetable for three weeks before choosing to leave McDonalds. When I got my last check from McDonalds, I had set aside enough cash, and flew my family to North Carolina. Taking everything into account, it was a troublesome choice to leave my family and adventure into the obscure, however it was the best choice I have ever constructed. I think individuals need to remind themselves every once in a while, â€Å"what is best for the family†? I currently function as a lodging work area assistant, and I have a great deal of available time. Subsequent to finding how much leisure time was accessible, I needed to additionally seek after my training. So here I am, and that’s what’s best for my family. A Difficult Decision Essay In Richard Wilbur’s sonnet â€Å"A Barred Owl† and the sonnet â€Å"The History Teacher† by Billy Collins, both portray grown-ups endeavor to shield kids from fears that are known and obscure to them, glossing over genuine occasions that could hurt the children’s honesty. A grade teacher in â€Å"The History Teacher† attempts to protect his understudies from what he thinks would influence the children’s see on the world while guardians in â€Å"A Barred Owl† guarantee their â€Å"wakened child† that the â€Å"boom of an owl’s voice† are basic inquiries from an inquisitive â€Å"forest bird†. The two authors pass on that adults who attempt to save the blamelessness of kids just defer the unavoidable. Richard Wilbur delineates a typical circumstance of a startled kid in the corner of the late evening looking for direction from mother and father. The author recognizes the mind-set and setting with lines, for example, â€Å"The twisting night air,† or, â€Å"darkened room. † Wilbur utilizes these lines to enable the peruser to comprehend the mind-set of the sonnet by utilizing certain style to depict the dread that is available inside this child’s room. See more: The phases of buyer purchasing choice procedure article The importance of each line is upgraded because of the writer writing in an AABB rhyming example; stressing the centrality of each rhyme, for example, the lines, â€Å"The distorting night air having brought the blast of an owl’s voice into her obscured room† or, â€Å"Words, which can make our dread fearlessly clear, can likewise along these lines tame a fear† and even, â€Å"Or longing for some little thing in a paw borne up to some dull branch and eaten crude. By Richard Wilbur showing a basic circumstance of a frightened kid, he shows the moves guardians make so as to straightforwardness and solace a youngster to save their honesty as well as remove any dread a kid has while managing this sort of circumstance and numerous others. In the sonnet, â€Å"A History Teacher† by Billy Collins, the author outlines an easygoing study hall loaded with oblivious youngsters being taught by their educator. Little did these youngsters realize that their history instructor is introducing changed verifiable occasions so as to ensure their guiltlessness. By utilizing the lines, â€Å"the Ice Age was extremely simply the Chilly Age,† or, â€Å"the Stone Age turned into the Gravel Age,† Collins exhibits the instructors endeavor to shield the understudies from the outside world. The writer talks in third individual to make a picture in which the crowd can completely see instead of perusing from first individual. By the writer picking third individual instead of first individual, the crowd won't read from a viewpoint from a character inside the story, in this manner getting a solid point of view and not â€Å"one side of the story†. Essayist Billy Collins enables the peruser to additionally see how the instructors endeavor to protect his understudies from the brutal Darwinism of the world sat idle however hurt their training. The lines, â€Å"The kids †¦ torment the feeble and the smart,† and, â€Å"he accumulated his notes †¦ thinking about whether they would believe†¦Ã¢â‚¬  shows the truth of the instructor being the oblivious character other than the understudies by hurting their training so as to shield them from the unavoidable. With Richard Wilbur utilizing the lines â€Å"And send a little kid back to rest at night† to the lines â€Å"Borne up to some dull branch and eaten raw† in â€Å"A Barred Owl† the author permits the crowd to comprehend the child’s happiness as she rests as a guiltless kid. The crowd likewise comprehends that with the youngster being sent to bed with a harmless exaggeration, she stays oblivious from the Darwinism of the world. In spite of the fact that, in Billy Collins’ â€Å"The History Teacher† the understudies keep on acting in Darwinism as they carry on to â€Å"torment the frail and the smart†¦ breaking their glasses,† and both the instructor and kids return home from learning and feeling nothing when the kid and guardians in â€Å"A Barred Owl† rest with harmony and understanding that dread is not a single where in sight. The History Teacher† is told in third individual perspective for the crowd to consider the two sides of the outcome the educator has brought about by his decision of direction. â€Å"A Barred Owl† is written in first individual perspective to show the guardians choice on alleviating an alarmed youngster; the two sonnets present the two sides of the results the grown-ups cause. Richard Wilbur and Billy Collins open adults’ endeavor to keep youngsters from losing their blamelessness despite the fact that the authors additionally show a case of grown-ups doing anything conceivable, endeavoring to restrict what is predetermined. Guardians should slide kids into this present reality instead of fear their youngsters entering debasement. â€Å"A Barred Owl† and â€Å"The History Teacher† opens adults’ eyes to where grown-ups acknowledge when and where a youngster ought to enter this present reality. Grown-ups should direct youngsters through alarming occasions and not change their perspective on the world so much it can get damaging.

In a little while, Ill be gone

In a little while, Ill be gone DID YOU KNOW? The late Strom Thurmond filibustered the Civil Rights Act of 1957 by speaking in from of the Senate for 24 hours and 18 minutes consecutively. The bill came up for vote andpassed immediately afterwards. and honestly, that while is just a bit too little. Anyway, after three days of finals I packed my entire life into about twelve boxes and moved back to Harrisburg, Pennsylvania. Im here for three days trying to get my bearings, shop for travel-appropriate items, and see every single person that I ever knew in high school. On Monday Im headed for the airport in Philadelphia, and from there Ill be in the aeroplane over the sea bound for GERMANY!! Ill be blogging again soon. Probably from GERMANY!! To entertain you, though, here are a few random finals quotes that I can recall: Do you remember 8.02? The night before the test we were studying and Justin looked right at me and said, Whats Gausss Law?' I totally didnt study for this exam Ive only been looking at the material for about four hours. I KNOW! I fell asleep at 12 and didnt wake up until 5! Im such a slacker! Did you finish [the 10.37 exam]? No but I feel like I could have if I were smart. Good answer. Well, thats more than I can say about 10.32. Can you believe that they got Wolfgang Puck, Toni Braxton, and Prince on the American Idol finale?

Pericardiumâ€Anatomy and Function

The pericardium is the fluid-filled sac that surrounds the heart and the proximal ends of the aorta, venae cavae, and the pulmonary artery. The heart and pericardium are situated behind the sternum (breastbone) in a position in the middle of the chest cavity known as the mediastinum. The pericardium serves as an outer protective covering of the heart, a vital organ of the circulatory system and cardiovascular system. The primary function of the heart is to help circulate blood to the tissues and organs of the body. Function of the Pericardium The pericardium has several protective functions: Keeps the heart contained within the chest cavity,Prevents the heart from over-expanding when blood volume increases,Limits heart motion,Reduces friction between the heart and surrounding tissues, andProtects the heart against infection. While the pericardium provides a number of valuable functions, it is not essential for life. The heart can maintain normal function without it. Pericardial Membranes The pericardium is divided into three membrane layers: Fibrous pericardium is the outer fibrous sac that covers the heart. It provides an outer protective layer that is attached to the sternum by  sternopericardial ligaments. Fibrous pericardium helps to keep the heart contained within the chest cavity. It also protects the heart from an infection that could potentially spread from nearby organs such as the lungs.Parietal pericardium is the layer between the fibrous pericardium and visceral pericardium. It is continuous with fibrous pericardium and provides an additional layer of insulation for the heart.Visceral pericardium is both the inner layer of the pericardium and the outer layer of the heart wall. Also known as the epicardium, this layer protects the inner heart layers and also assists in the production of pericardial fluid. Epicardium consists of connective tissue elastic fibers and adipose (fat) tissue, which help to support and protect the inner heart layers. Oxygen-rich blood is supplied to the epicardium and inner heart la yers by the coronary arteries. Pericardial Cavity The pericardial cavity lies between the visceral pericardium and the parietal pericardium. This cavity is filled with pericardial fluid which serves as a shock absorber by reducing friction between the pericardial membranes. There are two pericardial sinuses that pass through the pericardial cavity. A sinus is a passageway or channel. The transverse pericardial sinus is positioned above the left atrium of the heart, anterior to the superior vena cava and posterior to the pulmonary trunk and ascending aorta. The oblique pericardial sinus is situated posteriorly to the heart and is bounded by the inferior vena cava and pulmonary veins. Heart Exterior The surface layer of the heart (epicardium) is directly below the fibrous and parietal pericardium. The external heart surface contains grooves or sulci, which provide passageways for blood vessels of the heart. These sulci run along lines that separate atria from ventricles (atrioventricular sulcus) as well as right and left sides of ventricles (interventricular sulcus). Main blood vessels extending from the heart include the aorta, pulmonary trunk, pulmonary veins, and venae cavae. Pericardial Disorders Pericarditis is a disorder of the pericardium in which the pericardium becomes swollen or inflamed. This inflammation disrupts normal heart function. Pericarditis can be acute (happens suddenly and over quickly) or chronic (happens over a period of time and lasts for a long time). Some causes of pericarditis include bacterial or viral infections, cancer, kidney failure, certain medicines, and heart attack. Pericardial effusion is a condition caused by the accumulation of large amounts of fluid between the pericardium and the heart. This condition can be caused by a number of other conditions that affect the pericardium, such as pericarditis. Cardiac tamponade is pressure build up on the heart due to excessive fluid or blood build up in the pericardium. This excess pressure does not allow the heart ventricles to fully expand. As a result, cardiac output is lowered and blood supply to the body is insufficient. This condition is most commonly caused by hemorrhage due to penetration of the pericardium. The pericardium may become damaged as a result of severe trauma to the chest, a knife or gunshot wound, or accidental puncture during a surgical procedure. Other possible causes of cardiac tamponade include cancer, heart attack, pericarditis, radiation therapy, kidney failure, and lupus.

The Struggle for Equality and Respect in a Man’s World...

John Steinbeck’s short story â€Å"The Chrysanthemums† portrays the struggle for equality and respect in a man’s world for the protagonist Elisa Allen. Steinbeck defines Elisa as a strong, proud woman who is limited from personal, social, and sexual fulfillment by the prevailing conception of a womans role in a world dominated by men. From the beginning of the story, Steinbeck effortlessly describes boundaries Elisa faces through the detailed description of the geography and weather. Steinbeck notes the Salinas Valley as having â€Å"gray-flannel† fog and closed off from the sky and the rest of the world (Steinbeck). The expected gendered roles Steinbeck designates to Elisa such as the garden work and what he designates for the men in the story†¦show more content†¦The only area of self-fulfillment Elisa truly has is her garden area and the house, the rest of the land is known as â€Å"Henry Allen’s foothill ranch†. Through the story Elisa is stationed to the garden or the house, where as Henry is able to roam the ranch with the other men and he is even able to leave the property. As Skredsvig states the only self-fulfillment Elisa really embodies is with her flower garden, it is the only thing that is really â€Å"hers† (Skredsvig). This is a way Steinbeck illustrates the limited roles and self-expression women had in the 20th century that bound them to their specific gendered roles. John Steinbeck demonstrates the house as a hard-swept looking little house, with hard-polished windows, and a clean mud-mat on the front steps, all of which render evidence of Elisas apparent acceptance of these responsibilities and competence in her designated duties for a woman, which only bound her to this certain role as a housewife and nothing else (Skredsvig). By Steinbeck illustrating Elisa as an expert gardener and her husband reinforcing this demonstrates the idea that women were only allowed to do house and garde n work, limiting them in their self-expression and achievement. Elisa is hidden behind her garden costume and the blooming chrysanthemums, as if her only success in life is the ten inch chrysanthemums. Her real passion, love, and pride is with these flowers, as SkredsvigShow MoreRelatedHistorical Challenges That Native American Women Have Faced Essay744 Words   |  3 Pagesthe Native American tribes and found the women subservient and passive. Both of these authors strongly disagree in this characterization of Native American women and instead portray them as important and honored members of their tribes who will struggle but will continue to have a tremendous impact on the future of their tribes. 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Behavioral Finance Free Essays

string(73) " hence invest too much in stocks or options that they are familiar with\." One fundamental notion in the finance and economic fields with regards to decision making has always been based on the underlying assumption that individuals or decision making agents are rational and objective. However, in many cases, rationalistic explanations have failed to answer major financial occurrences in the past. A good and simple example is given by Fromlet (2001), In 2001 the Swedish currency – the crown- was seriously undervalued in the foreign exchange market despite the fact that Swedish economy enjoyed a good economic growth record, had the lowest inflation rate among the 12 European Monetary union members, surplus government budget and a good, positive balance of payment position. We will write a custom essay sample on Behavioral Finance or any similar topic only for you Order Now Thus in this case all the rationalistic theories could not adequately explain the weakening of the crown given the fact that all economic indicators showed that it should be stronger. According to many theorists, even though realism cannot be attained, a good theoretical model should include mechanisms that help in relaxing as much assumptions as possible to attain a near realistic empirically based theory. Most of the traditional and neoclassical financial theory such as the capital asset pricing model (CAPM) and expected utility theory (EUT) are based on the unrealistic assumptions that can be explained as: †¢ Representative agents and players in the financial market are rational therefore base their decisions with the objective of maximizing wealth therefore asset pricing reflect the real value of the asset at any particular time (Thaler, 1999). †¢ The market given time will settle on an equilibrium point and that the equilibrium price reflects the real value of the asset that can rationally be explained using traditional theories (Ideal or rationally explained equilibrium) (Thaler, 1999). Behavioral finance is a relatively new field of study that has made tremendous progress in the attempt to answer these unrealistic assumptions and offer an alternative explanation of the financial market. Behavioral finance holds that the market is unrealistic due to the human element; therefore, in evaluation of financial market decision making and market condition, financial theories should recognize the role of human behavior in financial assets price determination. The composition of financial investors is diverse from fathers and mothers, household, spouses, students, businessmen, government leaders etc. are all decision makers in the financial market thus the assumption of rationality as provided by these theories is unrealistic (Ritter, 2003). These paper is an in depth evaluation of the behavioral theory and its application in the financial market. The paper will look at the strength and weaknesses of behavioral finance in an attempt to show its applicability as a tool in the financial market. Definition and description of behavioral finance. Behavioral finance is an empirically based theory, Behavioral finance theorists argue that to understand the performance and decision making in market, it important to integrate psychological and behavioral variables and classical financial theories in decision making and market atmosphere. According to this theory, the market is sometimes information inefficient and participants do not often make decision rationally. Behavioral finance uses to main concepts namely cognitive psychology and limits to arbitrage. Cognitive psychology as applied in behavioral finance focuses on behavioral factors influencing investor’s decision making or how people think; it postulates that investors make systematic errors in the manner they think and this contributes to irrationality in decision making. For instance, some investors might be overconfident and end up loosing due making investment decision based on this behavioral trait. This cognitive biases lead to irrational decision and can explain the weaknesses of classical financial theories with regards to why the market fails to attain equilibrium or conceptual expectation of rational investor decision in the financial market. (Ritter, 2003). Cognitive biases. Cognitive psychologists hold that there several cognitive biases that affect investor’s decisions in the market, as mentioned this biases lead investors to make systematic errors hence explaining irrationality in the financial market. This paper will highlight the cognitive biases by combining some of the documented behavioral patterns in arguing the case and behavior finance model case in the financial market it should be noted that psychological patterns and behavior categories as presented are interlinked to the extent that an individual can make decisions due to several behavioral patterns (Fromlet, 2001): 1/n Heuristics or rule of thumb. Heuristics or the rule of thumb is one common behavioral technique applied in decision making. According to the definition (as quoted in Fromlet, 2001), â€Å" heuristic means ‘use of experience and practical efforts to answer questions or to improve performance. † Heuristics mean fast, selective interpretation of information, determined to a high extent by intuition–taking into account that the conclusions may not give the desired results because of the velocity and/or the incompleteness in the decision-making. † This technique makes it easier for investor’s since information in the market usually spreads faster, changes often and has become more complicated to interpret. Therefore, given various options many investors use the 1/n rule by spreading their funds equally or proportionately on the available options since it is easier than choosing the rational option based on the information hence introducing irrationality in the market in terms of decision making. A good example is if in a given financial market six different economic indicators are published, economists and investors have to assimilate and use the information as fast as they can to take advantage of the market, some result to heuristic approach. This sometimes leads to suboptimal results and explains the difference between the ideal classical financial market of a rational investor and the real world. (Fromlet, 2001 and Ritter, 2003). Thaler (1999), argue that from empirical evidence collected in their research most individuals investing for retirement have little or no knowledge of the financial market hence uses the rule of thumb or 1/n heuristic approach to make decisions on where to put there retirement savings. Overconfidence and preference for certain information. Another pattern that manifests itself and lead to irrationality in decision making in the financial market is overconfidence. Ritter (2003), notes that entrepreneurs tend to be overconfident and hence invest too much in stocks or options that they are familiar with. You read "Behavioral Finance" in category "Papers" This can be termed as an irrational tendency to the extent that it leads overconfident entrepreneurs tend to limit their options by not diversifying their portfolio hence irrational since they tie up their assets (for example real estates) to the company they are familiar with partly due to the fact that they would feel in control of local familiar stocks compared to high returns stocks that are outside their control, this is referred to as control illusions. A good example world over is the fact that most workers tend to invest too much in the company they work for and this has led to loss of entire savings to many of the companies in the event of insolvency (see Ritter, 2003 pg. 434 for examples). Furthermore, it was noted that generally, men are more overconfident than women and this behavior extends to investment decisions. It was found out in a research by Bernard and Odeon (2001 as quoted in Ritter 2003) that the more men on average perform worse than women and this is partly attributed to the fact that they are overconfident than women. Given the fact that some people are overconfident and tend to invest in familiar business stocks there is also another pattern or behavior that compounds the problem of irrationality. Analysts found out that investors make decisions based on information and familiarity of the business, however, due to attachment and preference new information that might make a rational investor change his decision does not make many investors in the real world do so. It is less and less likely for investors to change their position in light of new information due to attachment to the current stocks or business preferences especially where unimportant information emerges with regards to the old news or supporting their current position (Fromlet 2001, p4). Interpretation of information. Information from the efficient market hypothesis point of view is assimilated immediately and is reflected in the current prices. However, this notion might not be true since: Individuals tend to be slow in picking up is and analyzing information due to a conservative wait and see approach, thus given change people might under react in the short run due to the conservatism bias thus introducing irrationality. In addition different people interpret information differently even among analysts and this contributes to irrationality and sub optimal decision making in the market. And thirdly, information in the real market does not reach all players at the same time, it might just be available to a few, moreover not all players in the market can interpret the information thus cannot capitalize on the information when it comes to decision making (Fromlet, 2001 Ritter, 2003). Framing. Another behavioral pattern that has a fundamental influence on human behavior in the financial market is framing. It refers to the manner in which information is presented to individual decision makers. Cognitive researchers hold that people tend to react more to information that is attention grabbing and more salient thus framing of information can easily lead investors to make irrational decisions. For example if relevant information is framed in an unappealing manner while on the other hand obsolete or useless information is framed or presented in a captivating manner, investors will tend to react to the captivating news in decision making. Another example is the technique used by salesmen; say a product A’s actual price is $5, salesmen tend to make more if they use the strategy of buy one product at $10 and get one free. Limit to arbitrage On the other hand limit to arbitrage is concepts refer to the conditions when holds arbitrate forces will be effective and under what circumstances it will not. The arbitrage theory is based on the standard asset pricing model and holds that stock prices will always tend to equilibrium position that reflect their real value. Therefore, in the event where financial assets are overvalued or undervalued arbitrageurs believe that it is possible to make profits from this anomaly-by shorting overvalued stocks or buying undervalued stocks – in the market since given time, prices will readjust themselves to their real value (assuming a rational market). However, empirical evidence has shown that there is a limit to this theory since the market is irrational. According to Thaler (1999), the underperformance of arbitrageurs in the market proves that equilibrium position based on rational â€Å"textbook theories† – As referred in his text – prove that the there exist limits to arbitrage since the market is irrational, information inefficient and the equilibrium position cannot adequately be explained by standard model theories (Thaler, 1999 Ritter, 2003). The arbitrage theory holds that these hedge funds are important in that they shield market against undervaluation and overvaluation of assets thus contributes to restoring an efficient market to equilibrium position by avoiding further under/overvaluation situations in the market. A lot of scholars have produced findings showing that there is a limit to the ability of a few investors with huge sums of money to control the market through hedging. Behavioral scientists also argue that limit to arbitrage connotes that the market is not efficient as arbitrageurs would like to believe, a good example is one of the largest arbitrage firms in America (long term capital management LTCM) which had been successful for four years was liquidated after loosing $4 billion in the market and as it turned out in, the long run based on ex post financial analysis they were right. This can only be interpreted as inefficiency in the market since the market or investors did not act rationally forcing the arbitrageurs out of business. Furthermore, it shows that there is a difference between unpredictability of the market and irrationality in the market. Fromlet argues that a rational decision might not bear fruits due to unpredictability of the market. Eugene Fama held that the stock market development cannot be forecasted by professional analyst based on public information therefore it is hard for fund managers and other analysts to successfully out shine the stock market as a whole based on public information. These notions makes the capital asset pricing model (CAPM) and other financial theories unrealistic and partly explain the demise of LTCM since it is impossible to consistently out perform the market based on rational decision (Fromlet, 2001 Ritter, 2003). Application of behavioral finance. Richard Thaler and Terrance Odeon are among the pioneers of behavioral finance and have done extensive research on the application of the theory, though the theory has not yet fully been accepted as a tool in financial market. Thaler (2001) postulates that the theory has the potential to answer or explain some of the unexplained market occurrences in the past and in determining aggregate investors behavior and reactions in relation to decision making. Behavioral finance theory is a fundamental complementary theory that can help explain market occurrences when classical financial models assumptions are relaxed and hence should be used as an analytical tool together with ‘textbook theories. ’ Applying the theory on aggregate investor behavior and analysis of the market has enabled behavioral finance experts come up with strategies to avoid making irrational decisions. Behavioral finance model is important in that it helps differentiate between what people do and what ought to be done. Biases, decision traps (like those presented in framing) over and under reaction can be used by experts to formulate strategies of avoiding these cognitive behavior thus leading to better decision making. A practical example is that it was found out that investors tend to be less risk averse if they have had consistently high returns to investment in the financial market. According to Thaler’s example (1999), if a gambler is playing using house money he tends to be sloppier if he/she continues to win. Therefore, in advising an investor who has had luck of maintaining a streak of high returns one should take this into accounting while evaluating his portfolio (Fromlet 2001, p5 Thaler 1999). Behavioral finance has also a big role in explaining past occurrences in the market over and above the rational based models. There are some anomalies in the market that clearly call for the application of alternative models and behavioral finance has the potential of explaining this phenomenon. For instance, rational models more particularly the expected monetary hypothesis stipulate that prices changes in light of fresh information in the market however, researchers have noted that the degree of volatility and fluctuation of asset prices in the world cannot entirely be explained by changes in real prices as induced by information in the market. In addition to volatility, the volume traded in the real world is not in agreement with a rational market. For example, in a rational market the selling a volume of 700 million might be unrealistic to the extent that a rational buyer (assuming one buyer and one seller) would wonder what information you have that I don’t. Therefore, behavioral finance can be applied in explaining these anomalies in the market hence help analysts understand the market better and develop strategies to deal with such occurrences in the future (Thaler, 1999). Lastly, besides analyzing past and future human behavior influence and aggregate behavior in the market, behavioral finance can play an important role in analyzing areas and even markets where arbitrage can be applied and where they cannot. Behavioral science has made it obvious the extent that price-to-book ratios and other mechanisms used in by arbitrageurs to determine overvaluation and undervaluation of asset does not apply in the real world. Thus the same mechanism can be used by fund managers to analyze the market in terms of asset pricing, offer insights in portfolio management and hence improve market analysis for fund managers and other experts at large with regards to asset pricing and investment portfolios. (Fromlet, 2001 Thaler, 1999). To simply summarize the application of behavioral finance as a tool in the market, the fact that stock take a random walk as postulated by the efficient market hypothesis can be compared to a drunkard walking in a field, though there is no rational explanation on the direction he will choose (unpredictability) behavioral finance can be applied in studying how the drunkard navigates through the field thus can help in explaining possible steps that are likely to be taken by the drunkard and thus complements financial theories which seek to explain the direction. (See Thaler, 1999). Conclusion. Behavioral finance is an important contribution to the financial market field. The theory does not per se contradict classical financial theories but complements them by focusing and adequately answering the anomalies presented by standard models and relaxing the assumptions presented by them. It involves the integration of psychological aspect of human behavior as the driver of decision making and postulates that inclusion of human behavior with regards to how it affects decision making is vital and can explain many of the unexplained market occurrences in the past, help in analysis of future decision making and market performance and in creating a basis for further research and formulation of better financial models and macroeconomic theories. Behavioral finance holds that the real world financial market is irrational and sometimes is information inefficient and thus dismisses fundamental assumptions used in classical financial models applied in the market. The model is based on two distinctive approach namely the cognitive biases model and the limit to arbitrage approach. The cognitive approach postulates that investors who are subject to human behavior extend this patterns to investment decision and thus on aggregate how people think affects the performance of the market due to systematic errors induced by behavioral patterns. This paper has shown that psychological findings show that individuals tend to be overconfident and controlled with illusions, there are elements of wishful thinking and attachment to assets, others tend to be conservative and apply different interpretative tools that adversely affect decision making and introduce the element of irrationality in the market. With regards to limits to arbitrage, there certain market where this theory can be applied and others where it can’t. The notion that one can profit from overvaluation and undervaluation in the market is not entirely true or al least not sustainable since the market is not rational and thus adjustment to a set equilibrium based on rational objective development in the market is not realistic. Moreover, unpredictability is apparent in the market thus fund managers cannot consistently out perform the market by making abnormal profits. Therefore, given the obvious irrationality and unpredictability aspects of the financial market, it is necessary to integrate the current financial theories with behavioral finance in an attempt to come up with a holistic approach in dealing with the financial market. The theory has vast application including studying the individual decision makers patterns to the extent that it influences decision making and devise measures to avoid errors and irrational tendencies in decision making, Applying cognitive bias model to analyze the aggregate investors behavior and performance in the market in an attempt to understand the current financial market performance and devise correctional strategies if need be and lastly, to help in analyzing limits to arbitrage and explaining past performance in the market. Given that the theory is still new in that has not been fully incorporated in financial market analysis and studies need to be conducted extensively on its potential and application in the financial and economic sectors at large, the discoveries and contribution of behavioral finance cannot be questioned. Therefore researchers and other players need to come together and facilitate the maturity and extensive application of behavioral finance as a financial analytical tool as a complementary theory in the market. REFERENCES: Fromlet, H. (July 2001). Behavioral Finance- Theory and practical application. Accessed 20th May 2008 from http://findarticles. com/p/articles/mi_m1094/is_3_36/ai_78177931 Ritter, J. (September 2003). â€Å"Behavioral Finance. † Pacific-Basin Financial Journal. Vol. 11. No. 4 pp 429 – 437. Thaler, R. (December 1999). The end of Behavioral Finance. Accessed 20th May 2008 Financial analyst Journal. Available online at http://faculty How to cite Behavioral Finance, Papers

World War I Essays (2889 words) - Military History By Country

World War I World War I World War I was a military conflict from 1914 to 1918. It began as a local European war between Austria - Hungary and Serbia on July 28, 1914. It was transformed into a general European struggle by declaration of war against Russia on August 1, 1914 and eventually became a global war involving 32 nations. Twenty - eight of these nations, known as the Allies and the Associated Powers, and including Great Britain, France, Russia, Italy, and the United States, opposed the coalition known as the Central Powers, consisting of Germany, Austria - Hungary, Turkey, and Bulgaria. The immediate cause of the war between Austria - Hungary and Serbia was the assassination of the Archduke Franz Ferdinand on June 28, 1914, at Sarajevo in Bosnia by Gavrilo Princip, a Serb nationalist. (Microsoft Encarta, 1996) On July 28 Austria declared war against Serbia, either because it felt Russia would not actually fight for Serbia, or because it was prepared to risk a general European conflict in order to put an end to the Greater Serbia movement. Russia responded by partially mobilizing against Austria. Germany warned Russia that continued mobilization would cause war with Germany, and it made Austria agree to discuss with Russia a possible change of the ultimatum to Serbia. Germany demanded, however, that Russia demobilize. Russia refused to do so, and on August 1, Germany declared war on Russia. (Microsoft Encarta, 1996) The French began to mobilize on the same day. On August 2, German troops invades Luxembourg and on August 3, Germany declared war on France. On August 2, the German government informed the government of Belgium of its intention to march on France through Belgium in order, as it claimed, to prevent an attack on Germany by French troops marching through Belgium. The Belgian government refused to allow the passage of German troops and called on the witnesses of the Treaty of 1839, which guaranteed the justice of Belgium in case of a conflict in which Great Britain, France, and Germany were involved, to observe their guarantee. Great Britain, one of the witnesses, on August 4, sent an ultimatum to Germany demanding that Belgian justice be respected. When Germany refused, Britain declared war on it the same day. Italy remained uninvolved until May 23, 1915, when, to satisfy its claims against Austria, it broke with the Triple Alliance and declared war on Austria - Hungary. In September 1914, Allied unity was made stronger by the Pact of London, signed by France, Great Britain, and Russia. As the war progressed, other countries, including Turkey, Japan, the U.S., and other nations of the western hemisphere, were drawn into the conflict. Japan, which had made an alliance with the Great Britain in 1902, declared war on Germany on August 23, 1914. The United States declared war on Germany on April 6, 1917. (Microsoft Encarta, 1996) The outbreak of war in 1914 set in motion forces more gigantic than any previous war had seen. Two million Germans were on the march, the greater part of them against France, and there were another 3,000,000 trained men to back them up. France had nearly 4,000,000 trained men at call, although they relied on only 1,000,000 active troops in the first clash. Russia had more millions to draw upon than any, but their mobilization process was slow, a large part of their forces were in Asia and even their great potential strength was to a large extent canceled out by lack of munitions. (Captain Sir Basil Liddell Hart, 1984) The growth of these tremendous forces had been due primarily to a military gospel of mass. Known by Clausewitz, the Prussian military philosopher, who drew his inspiration from Napoleons example, the spread of this gospel had been stimulated by the victories of the Prussian conscript armies in 1866 against Austria and in 1870 against France. It had been assisted also by the development of railways, which enabled far larger numbers of men to be assembled, moved and supplied than had been possible previously. Therefore the armies of 1914 - 1918 came to be counted in their millions compared with the hundreds of thousands of half a century earlier. (Captain Sir Basil Liddell Hart, 1984) The essential causes of World War I were the attitude of intense nationalism that permeated Europe throughout the 19th and into the 20th century, the political and economic rivalry among the nations, and the establishment and maintenance in Europe after 1871 of large armaments and of two hostile military alliances. The French Revolution and

African-American History and Women Timeline 1990-1999

African-American History and Women Timeline 1990-1999 More of the  Timeline:  1980 - 1989  /  2000 - 1990 Sharon Pratt Kelly elected mayor of Washington, DC, the first African-American mayor of a major American city Roselyn Payne Epps became the first woman president of the American Medical Association Debbye Turner became third African American Miss America Sarah Vaughan died (singer) 1991 Clarence Thomas nominated for a seat on the US Supreme Court; Anita Hill, who had worked for Thomas in the federal government, testified about repeated sexual harassment, bringing the issue of sexual harassment to public attention (Thomas was confirmed as Justice) Marjorie Vincent became fourth African American Miss America 1992 (August 3) Jackie Joyner-Kersee became the first woman to win two Olympic heptathlons (September 12) Mae Jemison, astronaut, became the first African-American woman in space (November 3) Carol Moseley Braun elected to the US Senate, the first African-American woman to hold that office   (November 17)  Ã‚  Audre Lorde  died (poet, essayist, educator)   Rita Dove named the US Poet Laureate. 1993 Rita Dove became the first African American poet laureate   Toni Morrison  became the first  African-American  winner of the  Nobel Prize for Literature. (September 7) Joycelyn Elders became the first African American and first woman US Surgeon General (April 8) Marian Anderson died (singer) 1994 Kimberly Aiken became fifth African American Miss America 1995 (June 12) Supreme Court, in Adarand v. Pena, called for strict scrutiny before establishing any federal affirmative action requirements Ruth J. Simmons installed as president of Smith College in 1995. becoming the first African-American president of one of the Seven Sisters 1996 1997 (June 23) Betty Shabazz, widow of Malcolm X, died of burns sustained in a June 1 fire in her home 1998 DNA evidence was used to test the theory that Thomas Jefferson fathered the children of a woman he enslaved, Sally Hemings most concluded that the DNA and other evidence confirmed the theory (September 21) track and field great Florence Griffith-Joyner died (athlete; first African-American to win four medals in one Olympics; sister-in-law of Jackie Joyner-Kersee) (September 26) Betty Carter died (jazz singer) 1999 (November 4) Daisy Bates died (civil rights activist) More of the Timeline:  1980 - 1989 / 2000 -

Turn Baking Soda Into Washing Soda

Turn Baking Soda Into Washing Soda These are easy instructions for making sodium carbonate, also known as washing soda or soda ash, from baking soda or sodium bicarbonate. Make Sodium Carbonate Sodium bicarbonate is CHNaO3, while sodium carbonate is Na2CO3. Simply heat baking soda or sodium bicarbonate in a 200 F oven for about an hour. Carbon dioxide and water will be given off, leaving dry sodium carbonate. This is the soda ash. The chemical reaction for the process is: 2 NaHCO3(s) → Na2CO3(s) CO2(g) H2O(g) The compound will readily absorb water, forming the hydrate (returning to baking soda). You can store the dry sodium carbonate in a sealed container or with a desiccant to keep it dry or allow it to form the hydrate, as desired. While sodium carbonate is fairly stable, it slowly decomposes in dry air to form sodium oxide and carbon dioxide. The decomposition reaction can be accelerated by heating the washing soda to  851 C (1124 K). Key Takeaways: Baking and Washing Soda Sodium bicarbonate (baking soda) and sodium carbonate (washing soda) are similar molecules. The difference is  how much water is incorporated into the molecule.If you bake baking soda, it decomposes to form washing soda, releasing carbon dioxide and water.Over time, washing soda decomposes for form sodium oxide, releasing carbon dioxide. Warmer conditions speed the decomposition process. Uses for Washing Soda Washing soda is a good all-purpose cleaner. Its high alkalinity helps it cut grease, soften water, and disinfect surfaces. Keep in mind, sodium carbonate solution irritates the skin and can produce chemical burns in pure form. Wear gloves when using it! Sodium carbonate is used to adjust swimming pool pH, prevent caking in foods, and as a treatment for ringworm and eczema. Its also used on a commercial scale for making glass and paper products.

People and organization management- leadership Essay

People and organization management- leadership - Essay Example The transactional leadership approach â€Å"works through creating clear structures whereby it is clear what is required of their subordinates, and the rewards that they get for following orders† ("Changing Minds"). This theory focuses on the interaction between the leaders and Subordinates.   It is rely on the concept that a leader’s role is to let his followers to know clearly what he expect from them, this theory uses the rewards and punishments approaches for getting these prospects.   8 The servant leadership model is one of the less mainstream leadership models. This theory believes that leaders have to put the interest of followers, customers, and the society ahead of their own benefit to get the success (Stevens 2003). The principle of this theory has a huge amount of recognition within leadership circles and it is described as a set of beliefs and morals that leaders are willing to embrace them. 8 There are many benefits of democratic leadership. By adopting this style of leadership better ideas and more creative solutions for the problems can take place. Group members also feel more touched by the higher management, involved and devoted to projects, all these making them more likely to care about the end outcome. Researches show that democratic style has a result to elevated productivity among group members. Empirical studies have even indicated that individuals with high self-esteem prefer democratic leadership models (Schoel, Bluemke, et al. 2011) Still, there are also downsides of democratic leadership. Even if this style has been described as the most successful and effective leadership style, it has a few downsides. In cases where roles are undefined and unclear or time is essential democratic leadership can lead to communication failures and incomplete tasks. In some situation, group members may not have the appropriate knowledge or skill to make quality contributions to the decision-making process. 14 In the modern world one often hears about

Reasearch paper about accounting and why it interest me Essay

Reasearch paper about accounting and why it interest me - Essay Example The accountant should be perfectly skilled in the use of computer, MS Office and accounting softwares. Accountants should preferably get certified to become the certified public accountant (CPA). The individual needs to take accounting courses in the college. â€Å"As a general rule, a CPA must have a four year degree, while accountants without certification can get by with a two year degree† (Smith). An accountant should have very good interpersonal skills in order to gain success and satisfaction in the job. The accountant is supposed to frequently interact with the colleagues for necessary information. Therefore, he should have perfect mannerism, and should be extremely professional in his speech. It is very important for an accountant to be decently dressed because he has to visit the manager’s office several times a day. People like several things about the job of an accountant one of which happens to be the environment in which the work is conducted. Accounting is done inside the office. There is little to no field visit. The accountant is responsible to feed the data received from the site into the computer, update the data according to new purchases and sales on regular basis, prepare the balance sheet and forward it to the top management for information.

Effectiveness of E-Marketing

Effectiveness of E-Marketing Virtual Era- New Features In Marketing Cap Synopsis Aim: The purpose of this study is to analyze the current practices going on in the Indian market in terms of using the virtual market and virtual marketing as tool to enhance bottom top line and for a better penetration. It would also throw light on various marketing strategies can be synchronized with web marketing for better and optimum results. Objective: The study would predominantly give an idea about the effectiveness of E-Marketing in contemporary scenario wherein most of the companies are using it as the most effective tool to ensure that their product or services are being reached to masses, because of the pervasive nature of web market its another feather in the cap of market. This thesis depicts how a small sized Business-To-Business company can create an e-marketing plan. For this purpose, this thesis would incorporate most of the industries that are into the business of serving customers with their product services. The thesis first carries out a literature study to explain the concepts and methods related with the e-marketing activities. Furthermore, the case company is introduced. Since an e-marketing plan is similar to a marketing plan, the products, target markets and competitors are also introduced among others. During the case study, the advices and the strategies are proposed. Since the thesis has a â€Å"hands-on implementation† feature, some of the strategies are implemented by sticking to the â€Å"action plans† in an iterative way. Doing so, thesis depicts evaluation for the recommended strategies. Finally, conclusions and areas for future work are presented along with the â€Å"Lessons Learned† during the project. Methodology: The method used for finding the relevant information for the research is mentioned below: 1) Secondary Research a. Internet Assistance b. Books, Articles working papers c. Magazines Journals 2) Primary research Primary research would predominantly look on analysis part of consumer behavior to track their behavior of web marketing. a. General Observation on site I. Closer observation on shoppers Behavior II. Functionality of Industry III. Impact of E-Marketing b. Questionnaire I. Sample size would be 100 II. Multi-dimensional Sampling III. Factor Analysis c. Focus Group Interview I. General Discussion with customers d. Interview I. Extensive Meetings with Industry people.Based on this I will conclude that whether consumers are being affected by the ways of web marketing of industries or not or what should be the modus operandi of companies to allure their target audience. Virtual market Forty nine of the Worlds leading food, beverages, and consumer products companies have joined hands to form the largest business to business e-Market place Transora.com. The new company is the first of its kind owned by the consumer products industry. Transora will help consumer products companies across the world to streamline business transactions with their buyers, suppliers and distributors through the internet. Transoras services will span the entire supply chain-from suppliers to manufactures to retailers-and provide procurement, vendor, and product catalogues, online order management, supply chain collaboration, and financial services. The companies have committed nearly us $ 250 million for funding Transora (CBI News Bulletin, July/august 2000) The buzz word viral marketing and coral advertising and virtual marketing refers to marketing techniques that use pre-existing social networks produce increase in brand awareness or to achieve other marketing objectives (such as product sales) through self replicating viral processes, analogues to the spread of pathological and computer viruses. It can be word of mouth delivered or enhanced by the network effects of the internet. Viral promotions may take the form of video clips, interactive flash games, Adver games, EBooks, brand able software, images, or even text messages. The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high social networking potential and create viral messages that appeal to this segment of the population and have a high probability of being taken by another competitor. The term viral marketing or virtual marketing has been also used pejoratively to refer to stealth marketing campaigns- the unscrupulous use of astroturfing on line combined with under market advertising in shopping centers to create the impression of spontaneous word of mouth enthusiasm. Internet marketing Internet marketing also referred to as marketing, web marketing, online marketing or eMarketing is the marketing of products or services over the internet. The internet has brought media to a global audience. The interactive nature of internet marketing in terms of providing instant response and eliciting responses is a unique quality of the medium. Internet marketing is sometimes considered to have a broader scope because it only refers to the internet, email, and wireless media, but it includes management of digital customer data and electronic Customer Relationship Management (CRM) system. Internet marketing ties together creative and technical aspects of the internet, including design, development, advertising, and sales. Internet marketing also refers to the placement of media along with different stages of the Customer Engagement Cycle through search engine Marketing(SEM), Search Engine Optimization(SEO), banner ads on specific websites, email marketing, and web 2.0 strategies. In 2008 the New York Times, working with co score, published an initial estimate to quantify the user data collected by large internet based companies. Counting four types of interactions with company websites in addition to the hits from advertisements served from advertising networks, the authors found the potential for collecting data upward of 2500 times on average per user per month. eMarketing EMarketing is a subset of e business that utilize electronic medium to perform marketing activities and achieve desired marketing objectives for an organization. Internet marketing, interactive marketing, and mobile marketing for example, are all the form of e marketing. eBusiness EBusiness means utilizing electronic medium in everyday business activities. There are several levels of involvement in when it comes to EBusiness. For example where one organization relies completely on e business the second one way chooses a mixed presence and means of doing business. Difference Difference between eBusiness, eCommerce, and eMarketing †¢ eBusiness is a very broad entity dealing with the entire complex system that comprises a business that uses electronic medium to perform or assist its overall or specialized business activities. †¢ eCommerce is best described in a transactional context. So for example an electronic transition of funds, information, or entertainment falls under the category handled by principles of eCommerce. Technically e commerce is a part of e business †¢ eMarketing is also a part of e business that involves electronic medium to achieve marketing objectives. E marketing is set on a strategic level in addition to traditional marketing and business strategy. Difference between e marketing and interactive marketing eMarketing is a broader term that describes any marketing activity performed via electronic medium. Interactive marketing is generally a sub of eMarketing that involves a certain level of interaction. Difference between eMarkeitng and internet or web Marketing: There is no real difference between eMarketing and internet or web marketing. However, with the arrival of mobile technologies such as PDAs and 3G mobile phones, as well as interactive television, both terms would see eMarketing and internet or web marketing as subtly different, for example chaffy; Internet {or web} marketing is achieving marketing objectives through applying digital technologies. eMarketing is achieving marketing objectives through use of electronic communications technology. Whilst this distinction is wholly acceptable, it is difficult to see where the distinction lies between digital technologies and electronic communications technologies, especially with the convergence of technologies such as mobile devices. Advantages of eMarketing Following are some of the advantages of e marketing: à ¼ Reduction in costs through automation and use of electronic media. à ¼ Faster response to both marketers and the end user. à ¼ Increased ability to measure and collect data. à ¼ Opens the possibility to a market of one through personalization. à ¼ Increased interactivity. Disadvantages of eMarketing Following are some disadvantages of eMarketing: à ¼ lack of personal approach , à ¼ Defensibility on technology, à ¼ Security, privacy issues, à ¼ Maintenance costs due to a constantly evolving environment, à ¼ Higher transparency of pricing and increased price promotion, à ¼ Worldwide competition through globalization. eMarketing Plan eMarketing plan is a strategic document developed through analysis and research and is aimed at achieving marketing objectives via electronic media. eMarketing plan represents a sub set of organizations overall marketing plans supports the general business strategy. Every good eMarketing plan must be developed in line with the organizations overall marketing plan. In a broad sense e marketers generally start by analyzing the current micro- and macro economic situation of the organization. eMarketers must observe both internal and external factors when developing an e marketing plan as trends in both micro environment elements are: pricing, suppliers, customers. Examples or macro environment are: socio economic, political, demographics and legal factors. In order to reduce a viable e marketing solution, e marketers must first understand the current situation of the company and its environment, profile, segment the target market and then strategically position the products as to achieve optimal response with the target market. This is generally achieved through SWOT analysis. By assessing organizations strengths and weaknesses and looking at current opportunities and threats one can devise an e marketing strategy that can improve the organizations bottom line. eMarketing(in brief) eMarketing is essentially a part of marketing. But à ¼ What is the difference between eMarketing and internet or web marketing? à ¼ What are the eMarketing tools? And how do marketers plan for eMarketing? The American marketing association definition 2004 is as follows: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Therefore e marketing by its very nature is one aspect of an organizational function and a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. As such an aspect, eMarketing has its own approaches and tools that contribute to the achievement of marketing goals and objectives. This also helps us to differentiate between eMarkeitng and eCommerce, since eCommerce is simply buying and selling online: What are the eMarketing tools? The internet has a number of tools to offer to the marketer. à ¼ A company can distribute via the internet e.g. amazon.com, à ¼ A company can use the internet as a way of building and maintaining a customer relationship e.g. Dell.com, à ¼ The money collection part of a transaction could be done online e.g. electricity and telephone bills, à ¼ Leads can be generated by attracting potential customers to sign up for short periods of time, before signing up for the long-term e.g. which.co.uk, à ¼ The internet could be used for advertising e.g. Google Adwords, Finally, the web can be used as a way of collecting direct responses e.g. as part of a voting system for a game show. How do marketers plan for eMarketing? There are two ways to looking it; à ¼ An existing organization may embark upon some eMarkeitng as part of their marketing plan. à ¼ An organization trades solely on the internet and so their marketing plan focuses purely on eMarketing. The marketing plan in either case is the next step, whether focused upon eMarketing or all, marketing. The next lessons focus upon a tailor-made eMarketing plan which conforms to the Acronym AOSTC {from our generic marketing planning session} Situation analysis for VIRTUAL marketing The situation analysis for eMarketing bridges the internal audit and competitor research. It answers the question where are we now in terms of our marketing (internal v/s external perspective)? The analysis literally considers your eMarkeitng situation by considering the fit between internal and external factors. There are similarities with traditional concepts and techniques, but you need to focus upon digital commerce. Here we consider the 5ss of internet marketing, the customer life cycle, and the application of SWOT analysis. The Customer Life Cycle (CLC) The customer life cycle is a tool that creation and delivery of lifetime value to customers i.e. CLC looks at products and services that customers need throughout their lives. It is market oriented rather than product oriented. Key stages of the customer relationship are considered. SWOT analysis-ranked and weighted SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Some of the problems that you may encounter with SWOT are as a result of one of its key benefits i.e. its flexibility. Since SWOT analysis can be used in a variety of scenarios, it has to be flexible. To overcome these issues, one should employ a power SWOT. SWOT analysis-Power SWOT SWOT analysis is a marketing audit that considers an organizations strengths, weaknesses opportunities and threats. Our introductory lesson gives you the basics of how to compete your SWOT as you begin to learn about marketing tools. As you learn more about SWOT analysis, you will become aware of a number of potential limitations with this popular tool. This lesson aims to help you overcome potential pitfalls. Some of the problems that you may encounter with SWOT are as a result of one of its key benefits i.e. flexibility since SWOT analysis can be used in a variety of scenarios, it has to be flexible. However this can lead to a number of anomalies. Problems with basis SWOT analysis can be addressed using a more critical power SWOT. Power is an acronym for personal experience, order, weighting, emphasizing detail, and rank priorities. This is how it works. How do you the marketing manager fit in relation with the SWOT analysis? You bring your experiences, skills, knowledge, attitudes, and beliefs to the audit. Your perception or simple gut feeling will impact the SWOT. Often marketing managers will in adversely reverse opportunities and strengths, and threats and weaknesses. This is because the line between internal strengths and weaknesses, and external opportunities and threats is sometimes difficult to spot. For example, in relation to global warming and climate change, one could mistake environmentalism as a threat rather than a potential opportunity. Too often elements of a SWOT analysis are not weighted. Naturally some points will be more controversial than others, so weight the factors. One way would be to use percentages e.g. threat a=10%, threat b=70%, and threat =20 %{ they total 100%} Detail, reasoning, and justification are often omitted from the SWOT analysis. Where one tends to find is that the analysis contains lists of single words. For example, under opportunities one might find the term technology. This stage word does not tell a reader very much. What is really meant is: Technology enables marketers to communicate via mobile devices close to the point of purchase. This provides the opportunity of a distinct competitive advantage for our company. This will greatly assist you when deciding upon best to score and weight each element. Once detail has been added, and factors have been revived for weighting, you can then progress to give the SWOT analysis some strategic meaning i.e. you can begin to select those factors that will most greatly influence your marketing strategy albeit a mix of strengths, weaknesses, opportunities and threatens. Essentially you rank them highest to lowest, and then prioritize those with the highest rank e.g. where opportunity c= 60% opportunity a= 25% and opportunity b = 10% you marketing plan would address opportunity c first, and opportunity b last. It is important to address opportunities primarily since your business should be market oriented. Then match strengths to opportunities and look for a fit. Address any gaps between current strengths and future opportunities. Finally attempt to rephrase threats as opportunities (as with global warming and climate change above), and address weaknesses so that they become strengths, Gap analysis would be bridge the gap between them. Competitor research for Virtual marketing (External perspective) As you plan for eMarketing and during the plans implementation, one needs to play careful attention to the activities of competitors, so competitors research for eMarketing is essential when attempting to answer the question where are we now (external perspective). There are a number of approaches that can be employed, with the emphasis on each approach shifting depending upon the nature of our e business and market. Here are some key tools of competitor research for eMarketing. à ¼ Use search engines. Ø General topics such as Google, yahoo And msn Ø Type names of competitors Ø Type industry, product or term Ø Search ‘down in to a directory structure e.g. yahoo Ø Search a competitors web site Ø Product information , press released, job opportunities Ø Pricing information Ø Distribution information such as where to buy. à ¼ Hunt for trade associations Ø Search for personal pages or blogs Ø Different perspective e.g. fans, ex-employees. Ø e.g. v www. blogger. com , v www. myspace. com, v www. youtube. Com. à ¼ Ask your target market. Ø Send question to named personnel, newsgroups, personal pages, mailing lists. Ø Conduct a survey using. Ø Buy secondary reports e.g. data monitors, mintel. à ¼ Newsgroups and post queries, Ø newsgroups on bulletin boards or forums Ø Deja. com(Google) Ø Read online financial information Ø research public companies Ø iii.co.uk ample up Ø ft.com up à ¼ Read online competitive information. Ø e.g. hoovers.com paid for, inus à ¼ Study demographic reports Ø statistics.gov.uk/ census in up Ø census.gov inus à ¼ Original source material Ø Business source elite, newspapers, Kellys compass. à ¼ Monitor special interest material Ø Business source elite, newspaper, Kellys, compass. à ¼ Monitor special interest material. Ø E.g. marketing week (BSE), campaign (BSE), marketing (BSE). à ¼ Use a professional researcher EMarketing Mix The eMarketing mix is essentially the same as the marketing mix. it is simply the adaption of price, place product, and promotion to the eMarketing context. Of course one could also include physical evidence, people, and process when marketing planning for an online service. Below are a series of lessons that consider how markets can apply the eMarketing mix to their organizations own product, service, brand, or solution. E marketing price The eMarketing mix is simply an adaptation of the traditional marketing mix and ‘P for price. However, the internet has influenced how online businesses price in a number of ways. E Marketing Place {Place tactics as part of the eMarketing mix.) The e marketing space consists of new internet companies that have emerged as the internet has developed, as well as those pre-existing companies that new employ eMarketing approaches as part of their overall marketing plan. For some companies the internet is an additional channel that enhances or replaces their traditional channel of place. Pre Existing companies that have adopted eMarketing These are traditional companies that trade on the internet, Banking and financial services e.g. HSBC bank. Banks and financial services have benefited tremendously from the popularity of internet usage. There is a mixture of new online banks and traditional banks, both offering online banking services. Essentially banks no longer need to invest in high cost, high street selling unit i.e. old fashioned town-based banks. Labor costs have also been reduced since much of the traditional banking bureaucracy is done using it and the use of overseas call centers has meant that salaries are much lower. Software also means that customers can be retained by using Customer Relationship Management (CRM) eMarketing approaches. E marketing product Considered product as part of the marketing mix. Two previous tools for product decision-making have been introduced- Product Life Cycle (PLC) and the three levels of a product. Both of these tools and equally applicable to the context of e marketing and can be easily applied to include e marketing and product. For example a product marketed solely online will go through a life cycle in the same unpredictable way as a product marketed through any traditional channel (PLC). Products marketed online will have a core benefit tot eh customer, be an actual tangible product, with augmentation that ads value such as insurance, warranties and so on three levels of a product). Although tools actually specify the term ‘product, they can be easily adapted to include brands. Services or solutions. E marketing product/business matrix (depicted below should be used in conjunction with Product Life Cycle (PLC) and the three levels of a product. It represents additional tools for audit that bridges existing businesses and new online start-us, and existing products and new products. It allows marketers to categories those marketing on the internet as an online extender, an online alternative, an online innovator (existing business), and Oran online innovator (online start-up). Let us look at it in more detail; A- Online extender An on line extender is an existing business that has a strategy whereby it extends its marketing activities to the internet. It could be any traditional, terrestrial organization that has historically grown through using traditional channels of distribution to get existing products, brands, services, or solutions to market. B- Online alternatives The online alternative is a new start-up that uses the internet as an original channel of distribution to get products, brands, services or solutions, currently available elsewhere, to, arekt. Some segments may be better targeted with this online alternative for example remote or fragmented markets. C and d- Online innovators Online innovators come in two forms; C- Online innovators are existing businesses that see a benefit to launching new and innovative products, brands, services or solutions online by leveraging new technology. Existing businesses have a wealth of knowledges and learning that underpin their moves onto the web. Remember, the internet is not a business paradigm shift (at last not yet) and so current business approaches are often adapted for the internet. Existing businesses have experience. D- Online innovators are start-ups that seize the opportunities to launch new and innovative products, brands, services, or solutions online. Deposit not having as much knowledge and learning as some of their competitors, they are flexible and can move much more quickly. Start-ups often experience. We have already considered product as part of the marketing mix. Two previous tools for product decision- making have been introduced product life cycle and the three level of a product. E marketing promotion Ø It looks at ways of increasing the popularity of your website by looking at the internal optimization of the website itself. It considers many important ways of building your traffic, including Search Engine Optimization (SEO) approaches. Ø It looks at ways of increasing the popularity of your website by looking at external sources of internet advertising. Ø Lesson internet marketing and promotion: internet advertising. Ø This lesson looks at ways of increasing the popularity of your website by looking at external sources of internet advertising. Ø Pay per click advertising Ø Google ad words. Google ad words are a Cost per Click (CPC) online advertising program. Identically that means that you decide upon key word that relates closely to your product or service. Using Googles tools, you price how much it would cost your per click for your chosen keyword- this could be lucent, $1.50 or more, depending on the popularity of the keyword. So the keyword marketing would be more expensive than the keyword marketing cheese china because of its level of popularity. You then allocate a budget, and pay Google by credit card. You can control the length of your campaign, or end it as soon as the money in PPC management (Pay per Click Management) or recruit a verified Google awards professional. Adverts appear alongside Google search results- so go to Google and search for marketing. The ads appearing alongside the main search results are cps. Ads also appear on selected content websites-such as www.chichesteuk.com-look at the adverts along the top, and down the right hand column- this is where ads based upon the keyword chic ester would appear. You only pay for adverts that get clicked- not for page views- so you pay nothing if your advert is simply viewed. There is also an opportunity for ‘Smart pricing whereby you pay more for the advert if a sale is guaranteed e.g. you have a website based upon fishing- you write a review of a new type of fishing rod, the visitor then sees an ad for the same rod in an ad words text ad running on the same page then clicks on it and buys from the advertiser. Adwords is a very targeted and controllable way of online advertising hence the huge rises in income and profit for Google over recent times. EMarketing Price (Pricing tactics as part of the eMarketing mix.) The eMarketing mix is simply an adaption of the traditional marketing mix and ‘P for price. However the internet has influenced how online businesses price in a number of ways. International pricing and competition give consumers access to the lowest price for any generic good. For example, British consumers benefit when buying products from the United States since there is almost two dollar to the pound. Conversely this makes British goods more expensive to the American consumer. So it is cheap to buy spectacles from a us website and then to import them into the UK (even including transport costs and import taxes) Online auctions are a popular and innovative way of pricing, for example ebay. Here you register with the online auction company as a seller and/or a buyer. You can place an item into auction where buyers bid against each other. The highest bidder wins. The auction websites takes a commission. The commission is factored into the price you pay. Greater access to pricing information, more quickly and in a format that makes pricing comparable and transparent. There are a number of sites that will compare and contrast prices for the same or similar goods and services e.g. prices on car insurance. Pricing could also include the cost of an online advertising medium such as Google ad words. Here an online supplier would buy a keyword located in a text or image based advert onto Googles own search engine or onto a website belonging to a Google publisher. For example you search term hair straightness on Google and you are directed to a site about hair dressing. On this site is plenty of information about hair straightening, placed next to some contextual adverts. You click on the advert and you are taken to a site selling hair dressing supplies. You buy the hair straightness and your supplier pay a small ‘Pay-Per-Click fee which is split between Google and their publisher. This is factored into the price you pay. Traditional pricing tactics used in eMarketing Of course the internet marketers still has a whole selection of the more traditional pricing approaches to choose from that can be adapted to eMarketing scenarios: Premium pricing e.g. selling music via iTunes. à ¼ Penetration pricing e.g. giving away free subscription to land grab market share for new start ups such as youtube.com and myspace.com. à ¼ Economy pricing e.g. selling basic products and services online likes basic design or paperclips. à ¼ Price skimming e.g. new product launches online such as albums or games. à ¼ Psychological pricing e.g. products and services sold at 99p or $99.99 (price point perspective). à ¼ Product line pricing e.g. subscription 1 @ free, subscription 2 @ $10.00(with added value) and subscription 3 @ $49.99 for 10 year. à ¼ Pricing variations e.g. budget airlines selling tickets online where the first tickets bought are the cheapest, and the last ones bought tend to be more expensive. à ¼ Optional product pricing e.g. selling a holiday online with travel insurance. à ¼ Captive product pricing e.g. once you buy virus software from one brand, your updates must also come from them. à ¼ Product bundle pricing e.g. buying internet access which comes with free online phone calls. à ¼ Promotional pricing e.g. betting incentives, such as free dollars to gambles online for current customers that gamble on football games to tempt them to play online pocker, or vouchers with codes sent by email as rewards e.g. Amazon.com. à ¼ Geographical Pricing e.g. Microsoft pricing in different currencies in different international markets. Search marketing {Overture and yahoo} Overture is the yahoo equivalent of Googles ad words. Now known as yahoo Search marketing, overture has a series of sub-products that make up its internet marketing program. Here some examples: 1) Sponsored search: Displays your advert at the top of the search engine results. So your potential customers search for a ‘keyword and your advert appears at the top of the results page. Again, as this ad words, the advertisers bid against each other to obtain the position that will generate the most convertible traffic to their site. Popular keywords will cost more-obviously. 2) Local advertising: Gets your business listed in yahoos business directory. So if you wish to promote products in specific regions next to specific search keywords, this is a much targeted geographical services. Overture h Effectiveness of E-Marketing Effectiveness of E-Marketing Virtual Era- New Features In Marketing Cap Synopsis Aim: The purpose of this study is to analyze the current practices going on in the Indian market in terms of using the virtual market and virtual marketing as tool to enhance bottom top line and for a better penetration. It would also throw light on various marketing strategies can be synchronized with web marketing for better and optimum results. Objective: The study would predominantly give an idea about the effectiveness of E-Marketing in contemporary scenario wherein most of the companies are using it as the most effective tool to ensure that their product or services are being reached to masses, because of the pervasive nature of web market its another feather in the cap of market. This thesis depicts how a small sized Business-To-Business company can create an e-marketing plan. For this purpose, this thesis would incorporate most of the industries that are into the business of serving customers with their product services. The thesis first carries out a literature study to explain the concepts and methods related with the e-marketing activities. Furthermore, the case company is introduced. Since an e-marketing plan is similar to a marketing plan, the products, target markets and competitors are also introduced among others. During the case study, the advices and the strategies are proposed. Since the thesis has a â€Å"hands-on implementation† feature, some of the strategies are implemented by sticking to the â€Å"action plans† in an iterative way. Doing so, thesis depicts evaluation for the recommended strategies. Finally, conclusions and areas for future work are presented along with the â€Å"Lessons Learned† during the project. Methodology: The method used for finding the relevant information for the research is mentioned below: 1) Secondary Research a. Internet Assistance b. Books, Articles working papers c. Magazines Journals 2) Primary research Primary research would predominantly look on analysis part of consumer behavior to track their behavior of web marketing. a. General Observation on site I. Closer observation on shoppers Behavior II. Functionality of Industry III. Impact of E-Marketing b. Questionnaire I. Sample size would be 100 II. Multi-dimensional Sampling III. Factor Analysis c. Focus Group Interview I. General Discussion with customers d. Interview I. Extensive Meetings with Industry people.Based on this I will conclude that whether consumers are being affected by the ways of web marketing of industries or not or what should be the modus operandi of companies to allure their target audience. Virtual market Forty nine of the Worlds leading food, beverages, and consumer products companies have joined hands to form the largest business to business e-Market place Transora.com. The new company is the first of its kind owned by the consumer products industry. Transora will help consumer products companies across the world to streamline business transactions with their buyers, suppliers and distributors through the internet. Transoras services will span the entire supply chain-from suppliers to manufactures to retailers-and provide procurement, vendor, and product catalogues, online order management, supply chain collaboration, and financial services. The companies have committed nearly us $ 250 million for funding Transora (CBI News Bulletin, July/august 2000) The buzz word viral marketing and coral advertising and virtual marketing refers to marketing techniques that use pre-existing social networks produce increase in brand awareness or to achieve other marketing objectives (such as product sales) through self replicating viral processes, analogues to the spread of pathological and computer viruses. It can be word of mouth delivered or enhanced by the network effects of the internet. Viral promotions may take the form of video clips, interactive flash games, Adver games, EBooks, brand able software, images, or even text messages. The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high social networking potential and create viral messages that appeal to this segment of the population and have a high probability of being taken by another competitor. The term viral marketing or virtual marketing has been also used pejoratively to refer to stealth marketing campaigns- the unscrupulous use of astroturfing on line combined with under market advertising in shopping centers to create the impression of spontaneous word of mouth enthusiasm. Internet marketing Internet marketing also referred to as marketing, web marketing, online marketing or eMarketing is the marketing of products or services over the internet. The internet has brought media to a global audience. The interactive nature of internet marketing in terms of providing instant response and eliciting responses is a unique quality of the medium. Internet marketing is sometimes considered to have a broader scope because it only refers to the internet, email, and wireless media, but it includes management of digital customer data and electronic Customer Relationship Management (CRM) system. Internet marketing ties together creative and technical aspects of the internet, including design, development, advertising, and sales. Internet marketing also refers to the placement of media along with different stages of the Customer Engagement Cycle through search engine Marketing(SEM), Search Engine Optimization(SEO), banner ads on specific websites, email marketing, and web 2.0 strategies. In 2008 the New York Times, working with co score, published an initial estimate to quantify the user data collected by large internet based companies. Counting four types of interactions with company websites in addition to the hits from advertisements served from advertising networks, the authors found the potential for collecting data upward of 2500 times on average per user per month. eMarketing EMarketing is a subset of e business that utilize electronic medium to perform marketing activities and achieve desired marketing objectives for an organization. Internet marketing, interactive marketing, and mobile marketing for example, are all the form of e marketing. eBusiness EBusiness means utilizing electronic medium in everyday business activities. There are several levels of involvement in when it comes to EBusiness. For example where one organization relies completely on e business the second one way chooses a mixed presence and means of doing business. Difference Difference between eBusiness, eCommerce, and eMarketing †¢ eBusiness is a very broad entity dealing with the entire complex system that comprises a business that uses electronic medium to perform or assist its overall or specialized business activities. †¢ eCommerce is best described in a transactional context. So for example an electronic transition of funds, information, or entertainment falls under the category handled by principles of eCommerce. Technically e commerce is a part of e business †¢ eMarketing is also a part of e business that involves electronic medium to achieve marketing objectives. E marketing is set on a strategic level in addition to traditional marketing and business strategy. Difference between e marketing and interactive marketing eMarketing is a broader term that describes any marketing activity performed via electronic medium. Interactive marketing is generally a sub of eMarketing that involves a certain level of interaction. Difference between eMarkeitng and internet or web Marketing: There is no real difference between eMarketing and internet or web marketing. However, with the arrival of mobile technologies such as PDAs and 3G mobile phones, as well as interactive television, both terms would see eMarketing and internet or web marketing as subtly different, for example chaffy; Internet {or web} marketing is achieving marketing objectives through applying digital technologies. eMarketing is achieving marketing objectives through use of electronic communications technology. Whilst this distinction is wholly acceptable, it is difficult to see where the distinction lies between digital technologies and electronic communications technologies, especially with the convergence of technologies such as mobile devices. Advantages of eMarketing Following are some of the advantages of e marketing: à ¼ Reduction in costs through automation and use of electronic media. à ¼ Faster response to both marketers and the end user. à ¼ Increased ability to measure and collect data. à ¼ Opens the possibility to a market of one through personalization. à ¼ Increased interactivity. Disadvantages of eMarketing Following are some disadvantages of eMarketing: à ¼ lack of personal approach , à ¼ Defensibility on technology, à ¼ Security, privacy issues, à ¼ Maintenance costs due to a constantly evolving environment, à ¼ Higher transparency of pricing and increased price promotion, à ¼ Worldwide competition through globalization. eMarketing Plan eMarketing plan is a strategic document developed through analysis and research and is aimed at achieving marketing objectives via electronic media. eMarketing plan represents a sub set of organizations overall marketing plans supports the general business strategy. Every good eMarketing plan must be developed in line with the organizations overall marketing plan. In a broad sense e marketers generally start by analyzing the current micro- and macro economic situation of the organization. eMarketers must observe both internal and external factors when developing an e marketing plan as trends in both micro environment elements are: pricing, suppliers, customers. Examples or macro environment are: socio economic, political, demographics and legal factors. In order to reduce a viable e marketing solution, e marketers must first understand the current situation of the company and its environment, profile, segment the target market and then strategically position the products as to achieve optimal response with the target market. This is generally achieved through SWOT analysis. By assessing organizations strengths and weaknesses and looking at current opportunities and threats one can devise an e marketing strategy that can improve the organizations bottom line. eMarketing(in brief) eMarketing is essentially a part of marketing. But à ¼ What is the difference between eMarketing and internet or web marketing? à ¼ What are the eMarketing tools? And how do marketers plan for eMarketing? The American marketing association definition 2004 is as follows: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Therefore e marketing by its very nature is one aspect of an organizational function and a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. As such an aspect, eMarketing has its own approaches and tools that contribute to the achievement of marketing goals and objectives. This also helps us to differentiate between eMarkeitng and eCommerce, since eCommerce is simply buying and selling online: What are the eMarketing tools? The internet has a number of tools to offer to the marketer. à ¼ A company can distribute via the internet e.g. amazon.com, à ¼ A company can use the internet as a way of building and maintaining a customer relationship e.g. Dell.com, à ¼ The money collection part of a transaction could be done online e.g. electricity and telephone bills, à ¼ Leads can be generated by attracting potential customers to sign up for short periods of time, before signing up for the long-term e.g. which.co.uk, à ¼ The internet could be used for advertising e.g. Google Adwords, Finally, the web can be used as a way of collecting direct responses e.g. as part of a voting system for a game show. How do marketers plan for eMarketing? There are two ways to looking it; à ¼ An existing organization may embark upon some eMarkeitng as part of their marketing plan. à ¼ An organization trades solely on the internet and so their marketing plan focuses purely on eMarketing. The marketing plan in either case is the next step, whether focused upon eMarketing or all, marketing. The next lessons focus upon a tailor-made eMarketing plan which conforms to the Acronym AOSTC {from our generic marketing planning session} Situation analysis for VIRTUAL marketing The situation analysis for eMarketing bridges the internal audit and competitor research. It answers the question where are we now in terms of our marketing (internal v/s external perspective)? The analysis literally considers your eMarkeitng situation by considering the fit between internal and external factors. There are similarities with traditional concepts and techniques, but you need to focus upon digital commerce. Here we consider the 5ss of internet marketing, the customer life cycle, and the application of SWOT analysis. The Customer Life Cycle (CLC) The customer life cycle is a tool that creation and delivery of lifetime value to customers i.e. CLC looks at products and services that customers need throughout their lives. It is market oriented rather than product oriented. Key stages of the customer relationship are considered. SWOT analysis-ranked and weighted SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Some of the problems that you may encounter with SWOT are as a result of one of its key benefits i.e. its flexibility. Since SWOT analysis can be used in a variety of scenarios, it has to be flexible. To overcome these issues, one should employ a power SWOT. SWOT analysis-Power SWOT SWOT analysis is a marketing audit that considers an organizations strengths, weaknesses opportunities and threats. Our introductory lesson gives you the basics of how to compete your SWOT as you begin to learn about marketing tools. As you learn more about SWOT analysis, you will become aware of a number of potential limitations with this popular tool. This lesson aims to help you overcome potential pitfalls. Some of the problems that you may encounter with SWOT are as a result of one of its key benefits i.e. flexibility since SWOT analysis can be used in a variety of scenarios, it has to be flexible. However this can lead to a number of anomalies. Problems with basis SWOT analysis can be addressed using a more critical power SWOT. Power is an acronym for personal experience, order, weighting, emphasizing detail, and rank priorities. This is how it works. How do you the marketing manager fit in relation with the SWOT analysis? You bring your experiences, skills, knowledge, attitudes, and beliefs to the audit. Your perception or simple gut feeling will impact the SWOT. Often marketing managers will in adversely reverse opportunities and strengths, and threats and weaknesses. This is because the line between internal strengths and weaknesses, and external opportunities and threats is sometimes difficult to spot. For example, in relation to global warming and climate change, one could mistake environmentalism as a threat rather than a potential opportunity. Too often elements of a SWOT analysis are not weighted. Naturally some points will be more controversial than others, so weight the factors. One way would be to use percentages e.g. threat a=10%, threat b=70%, and threat =20 %{ they total 100%} Detail, reasoning, and justification are often omitted from the SWOT analysis. Where one tends to find is that the analysis contains lists of single words. For example, under opportunities one might find the term technology. This stage word does not tell a reader very much. What is really meant is: Technology enables marketers to communicate via mobile devices close to the point of purchase. This provides the opportunity of a distinct competitive advantage for our company. This will greatly assist you when deciding upon best to score and weight each element. Once detail has been added, and factors have been revived for weighting, you can then progress to give the SWOT analysis some strategic meaning i.e. you can begin to select those factors that will most greatly influence your marketing strategy albeit a mix of strengths, weaknesses, opportunities and threatens. Essentially you rank them highest to lowest, and then prioritize those with the highest rank e.g. where opportunity c= 60% opportunity a= 25% and opportunity b = 10% you marketing plan would address opportunity c first, and opportunity b last. It is important to address opportunities primarily since your business should be market oriented. Then match strengths to opportunities and look for a fit. Address any gaps between current strengths and future opportunities. Finally attempt to rephrase threats as opportunities (as with global warming and climate change above), and address weaknesses so that they become strengths, Gap analysis would be bridge the gap between them. Competitor research for Virtual marketing (External perspective) As you plan for eMarketing and during the plans implementation, one needs to play careful attention to the activities of competitors, so competitors research for eMarketing is essential when attempting to answer the question where are we now (external perspective). There are a number of approaches that can be employed, with the emphasis on each approach shifting depending upon the nature of our e business and market. Here are some key tools of competitor research for eMarketing. à ¼ Use search engines. Ø General topics such as Google, yahoo And msn Ø Type names of competitors Ø Type industry, product or term Ø Search ‘down in to a directory structure e.g. yahoo Ø Search a competitors web site Ø Product information , press released, job opportunities Ø Pricing information Ø Distribution information such as where to buy. à ¼ Hunt for trade associations Ø Search for personal pages or blogs Ø Different perspective e.g. fans, ex-employees. Ø e.g. v www. blogger. com , v www. myspace. com, v www. youtube. Com. à ¼ Ask your target market. Ø Send question to named personnel, newsgroups, personal pages, mailing lists. Ø Conduct a survey using. Ø Buy secondary reports e.g. data monitors, mintel. à ¼ Newsgroups and post queries, Ø newsgroups on bulletin boards or forums Ø Deja. com(Google) Ø Read online financial information Ø research public companies Ø iii.co.uk ample up Ø ft.com up à ¼ Read online competitive information. Ø e.g. hoovers.com paid for, inus à ¼ Study demographic reports Ø statistics.gov.uk/ census in up Ø census.gov inus à ¼ Original source material Ø Business source elite, newspapers, Kellys compass. à ¼ Monitor special interest material Ø Business source elite, newspaper, Kellys, compass. à ¼ Monitor special interest material. Ø E.g. marketing week (BSE), campaign (BSE), marketing (BSE). à ¼ Use a professional researcher EMarketing Mix The eMarketing mix is essentially the same as the marketing mix. it is simply the adaption of price, place product, and promotion to the eMarketing context. Of course one could also include physical evidence, people, and process when marketing planning for an online service. Below are a series of lessons that consider how markets can apply the eMarketing mix to their organizations own product, service, brand, or solution. E marketing price The eMarketing mix is simply an adaptation of the traditional marketing mix and ‘P for price. However, the internet has influenced how online businesses price in a number of ways. E Marketing Place {Place tactics as part of the eMarketing mix.) The e marketing space consists of new internet companies that have emerged as the internet has developed, as well as those pre-existing companies that new employ eMarketing approaches as part of their overall marketing plan. For some companies the internet is an additional channel that enhances or replaces their traditional channel of place. Pre Existing companies that have adopted eMarketing These are traditional companies that trade on the internet, Banking and financial services e.g. HSBC bank. Banks and financial services have benefited tremendously from the popularity of internet usage. There is a mixture of new online banks and traditional banks, both offering online banking services. Essentially banks no longer need to invest in high cost, high street selling unit i.e. old fashioned town-based banks. Labor costs have also been reduced since much of the traditional banking bureaucracy is done using it and the use of overseas call centers has meant that salaries are much lower. Software also means that customers can be retained by using Customer Relationship Management (CRM) eMarketing approaches. E marketing product Considered product as part of the marketing mix. Two previous tools for product decision-making have been introduced- Product Life Cycle (PLC) and the three levels of a product. Both of these tools and equally applicable to the context of e marketing and can be easily applied to include e marketing and product. For example a product marketed solely online will go through a life cycle in the same unpredictable way as a product marketed through any traditional channel (PLC). Products marketed online will have a core benefit tot eh customer, be an actual tangible product, with augmentation that ads value such as insurance, warranties and so on three levels of a product). Although tools actually specify the term ‘product, they can be easily adapted to include brands. Services or solutions. E marketing product/business matrix (depicted below should be used in conjunction with Product Life Cycle (PLC) and the three levels of a product. It represents additional tools for audit that bridges existing businesses and new online start-us, and existing products and new products. It allows marketers to categories those marketing on the internet as an online extender, an online alternative, an online innovator (existing business), and Oran online innovator (online start-up). Let us look at it in more detail; A- Online extender An on line extender is an existing business that has a strategy whereby it extends its marketing activities to the internet. It could be any traditional, terrestrial organization that has historically grown through using traditional channels of distribution to get existing products, brands, services, or solutions to market. B- Online alternatives The online alternative is a new start-up that uses the internet as an original channel of distribution to get products, brands, services or solutions, currently available elsewhere, to, arekt. Some segments may be better targeted with this online alternative for example remote or fragmented markets. C and d- Online innovators Online innovators come in two forms; C- Online innovators are existing businesses that see a benefit to launching new and innovative products, brands, services or solutions online by leveraging new technology. Existing businesses have a wealth of knowledges and learning that underpin their moves onto the web. Remember, the internet is not a business paradigm shift (at last not yet) and so current business approaches are often adapted for the internet. Existing businesses have experience. D- Online innovators are start-ups that seize the opportunities to launch new and innovative products, brands, services, or solutions online. Deposit not having as much knowledge and learning as some of their competitors, they are flexible and can move much more quickly. Start-ups often experience. We have already considered product as part of the marketing mix. Two previous tools for product decision- making have been introduced product life cycle and the three level of a product. E marketing promotion Ø It looks at ways of increasing the popularity of your website by looking at the internal optimization of the website itself. It considers many important ways of building your traffic, including Search Engine Optimization (SEO) approaches. Ø It looks at ways of increasing the popularity of your website by looking at external sources of internet advertising. Ø Lesson internet marketing and promotion: internet advertising. Ø This lesson looks at ways of increasing the popularity of your website by looking at external sources of internet advertising. Ø Pay per click advertising Ø Google ad words. Google ad words are a Cost per Click (CPC) online advertising program. Identically that means that you decide upon key word that relates closely to your product or service. Using Googles tools, you price how much it would cost your per click for your chosen keyword- this could be lucent, $1.50 or more, depending on the popularity of the keyword. So the keyword marketing would be more expensive than the keyword marketing cheese china because of its level of popularity. You then allocate a budget, and pay Google by credit card. You can control the length of your campaign, or end it as soon as the money in PPC management (Pay per Click Management) or recruit a verified Google awards professional. Adverts appear alongside Google search results- so go to Google and search for marketing. The ads appearing alongside the main search results are cps. Ads also appear on selected content websites-such as www.chichesteuk.com-look at the adverts along the top, and down the right hand column- this is where ads based upon the keyword chic ester would appear. You only pay for adverts that get clicked- not for page views- so you pay nothing if your advert is simply viewed. There is also an opportunity for ‘Smart pricing whereby you pay more for the advert if a sale is guaranteed e.g. you have a website based upon fishing- you write a review of a new type of fishing rod, the visitor then sees an ad for the same rod in an ad words text ad running on the same page then clicks on it and buys from the advertiser. Adwords is a very targeted and controllable way of online advertising hence the huge rises in income and profit for Google over recent times. EMarketing Price (Pricing tactics as part of the eMarketing mix.) The eMarketing mix is simply an adaption of the traditional marketing mix and ‘P for price. However the internet has influenced how online businesses price in a number of ways. International pricing and competition give consumers access to the lowest price for any generic good. For example, British consumers benefit when buying products from the United States since there is almost two dollar to the pound. Conversely this makes British goods more expensive to the American consumer. So it is cheap to buy spectacles from a us website and then to import them into the UK (even including transport costs and import taxes) Online auctions are a popular and innovative way of pricing, for example ebay. Here you register with the online auction company as a seller and/or a buyer. You can place an item into auction where buyers bid against each other. The highest bidder wins. The auction websites takes a commission. The commission is factored into the price you pay. Greater access to pricing information, more quickly and in a format that makes pricing comparable and transparent. There are a number of sites that will compare and contrast prices for the same or similar goods and services e.g. prices on car insurance. Pricing could also include the cost of an online advertising medium such as Google ad words. Here an online supplier would buy a keyword located in a text or image based advert onto Googles own search engine or onto a website belonging to a Google publisher. For example you search term hair straightness on Google and you are directed to a site about hair dressing. On this site is plenty of information about hair straightening, placed next to some contextual adverts. You click on the advert and you are taken to a site selling hair dressing supplies. You buy the hair straightness and your supplier pay a small ‘Pay-Per-Click fee which is split between Google and their publisher. This is factored into the price you pay. Traditional pricing tactics used in eMarketing Of course the internet marketers still has a whole selection of the more traditional pricing approaches to choose from that can be adapted to eMarketing scenarios: Premium pricing e.g. selling music via iTunes. à ¼ Penetration pricing e.g. giving away free subscription to land grab market share for new start ups such as youtube.com and myspace.com. à ¼ Economy pricing e.g. selling basic products and services online likes basic design or paperclips. à ¼ Price skimming e.g. new product launches online such as albums or games. à ¼ Psychological pricing e.g. products and services sold at 99p or $99.99 (price point perspective). à ¼ Product line pricing e.g. subscription 1 @ free, subscription 2 @ $10.00(with added value) and subscription 3 @ $49.99 for 10 year. à ¼ Pricing variations e.g. budget airlines selling tickets online where the first tickets bought are the cheapest, and the last ones bought tend to be more expensive. à ¼ Optional product pricing e.g. selling a holiday online with travel insurance. à ¼ Captive product pricing e.g. once you buy virus software from one brand, your updates must also come from them. à ¼ Product bundle pricing e.g. buying internet access which comes with free online phone calls. à ¼ Promotional pricing e.g. betting incentives, such as free dollars to gambles online for current customers that gamble on football games to tempt them to play online pocker, or vouchers with codes sent by email as rewards e.g. Amazon.com. à ¼ Geographical Pricing e.g. Microsoft pricing in different currencies in different international markets. Search marketing {Overture and yahoo} Overture is the yahoo equivalent of Googles ad words. Now known as yahoo Search marketing, overture has a series of sub-products that make up its internet marketing program. Here some examples: 1) Sponsored search: Displays your advert at the top of the search engine results. So your potential customers search for a ‘keyword and your advert appears at the top of the results page. Again, as this ad words, the advertisers bid against each other to obtain the position that will generate the most convertible traffic to their site. Popular keywords will cost more-obviously. 2) Local advertising: Gets your business listed in yahoos business directory. So if you wish to promote products in specific regions next to specific search keywords, this is a much targeted geographical services. Overture h