The Jungle :: essays research papers

This book was fact. Upton Sinclair visited Chicago in November 1904 to do research for the book. Sinclair lived in a neighborhood called Packingtown for seven weeks. While in Packingtown, Sinclair interviewed workers, lawyers, doctors, saloonkeepers, and social workers. The book deals with the greed and ruthless competition that turned America into a brutal country, which Sinclair referred to as a "jungle." The Jungle also tells how those at the bottom of the economic ladder, who were wage-earners and their families, are at a great disadvantage in the capitalist country. The wage-earners are slaves to the sudden wishes of their masters, who are the capitalists who own and run private industries. The Jungle starts with the marriage of Ona Lukoszaite and Jurgis Rudkus in America, which was organized by Ona's cousin Marija. The novel then flashes back to their lives in a rural Lithuanian town, and how their families, Ona's stepmother Elzbieta, and her five children, Jurgis' father, and four other adults, thought that America would be such a great place to live in and decided to move to America. The day after the wedding is over, everyone was back to work and Jurgis and Ona's married life was cheerless. The pressures of work, poverty and illness stifles the families spirits and then Dede Antanas, Jurgis' dad, dies. After Jurgis gives his father an inexpensive funeral, he decides to join the Union and begins to learn English and gets an unfriendly opinion of democracy. Jurgis begins to see how the packers operate, they sell spoiled or contaminated meat without remorse. Workers are exposed to awful occupational diseases without protection. Then, Ona give's birth to a baby boy. The families third winter in America starts with Jurgis getting injured on the job and Jonas, Elzbieta's brother, disappearing, leaving the families income to decrease by one third. When Jurgis recovers and goes to get his job back, he finds it gone and must find another job. He finds a job at Durham's Fertilizer Plant. Because of the smell of the plant, Jurgis starts to drink. He then finds out that Ona is pregnant again, and he isn't the father. Ona's boss, Phil Connor, threatened to fire everyone in her family if she did not submit herself to him. Jurgis nearly kills Connor when he finds out and is sent to jail. When Jurgis is let out of jail, he finds his family evicted from the house they tried so hard to keep, and back to the lodging house where the family was when they first arrived. Upon finding the family, Ona is giving birth, and Jurgis persuades a midwife to help, to no benefit, and The Jungle :: essays research papers This book was fact. Upton Sinclair visited Chicago in November 1904 to do research for the book. Sinclair lived in a neighborhood called Packingtown for seven weeks. While in Packingtown, Sinclair interviewed workers, lawyers, doctors, saloonkeepers, and social workers. The book deals with the greed and ruthless competition that turned America into a brutal country, which Sinclair referred to as a "jungle." The Jungle also tells how those at the bottom of the economic ladder, who were wage-earners and their families, are at a great disadvantage in the capitalist country. The wage-earners are slaves to the sudden wishes of their masters, who are the capitalists who own and run private industries. The Jungle starts with the marriage of Ona Lukoszaite and Jurgis Rudkus in America, which was organized by Ona's cousin Marija. The novel then flashes back to their lives in a rural Lithuanian town, and how their families, Ona's stepmother Elzbieta, and her five children, Jurgis' father, and four other adults, thought that America would be such a great place to live in and decided to move to America. The day after the wedding is over, everyone was back to work and Jurgis and Ona's married life was cheerless. The pressures of work, poverty and illness stifles the families spirits and then Dede Antanas, Jurgis' dad, dies. After Jurgis gives his father an inexpensive funeral, he decides to join the Union and begins to learn English and gets an unfriendly opinion of democracy. Jurgis begins to see how the packers operate, they sell spoiled or contaminated meat without remorse. Workers are exposed to awful occupational diseases without protection. Then, Ona give's birth to a baby boy. The families third winter in America starts with Jurgis getting injured on the job and Jonas, Elzbieta's brother, disappearing, leaving the families income to decrease by one third. When Jurgis recovers and goes to get his job back, he finds it gone and must find another job. He finds a job at Durham's Fertilizer Plant. Because of the smell of the plant, Jurgis starts to drink. He then finds out that Ona is pregnant again, and he isn't the father. Ona's boss, Phil Connor, threatened to fire everyone in her family if she did not submit herself to him. Jurgis nearly kills Connor when he finds out and is sent to jail. When Jurgis is let out of jail, he finds his family evicted from the house they tried so hard to keep, and back to the lodging house where the family was when they first arrived. Upon finding the family, Ona is giving birth, and Jurgis persuades a midwife to help, to no benefit, and

Code Switching in Language Acquisition Essay -- English Language Essay

Code Switching in Language Acquisition The acquisition of English as a non-native language proves quite problematic for some individuals. Because English was developed using modifications and borrowed words from scores of fundamentally different languages, it would seem to be a language which most peoples of the world could easily acquire. There should always be something about the language and structure that reflects an individual’s native tongue – whether it be phonology, syntax, or semantics. However, the very fact that English incorporates an international lexicon with the respective varied syntactical applications makes English a fairly difficult language to acquire. Research by Cummins (1987) focuses on the length of time needed to acquire English. To achieve the Basic Interpersonal Communication Skills (BICS) level, a learner must study English from one to two years. However, to acquire the higher Cognitive Academic Language Proficiency (CALP), it takes five to seven years. In the acquisition of English, a normal linguistic behavior is the embedding of words or phrases from the native language into spoken English. This is called code switching. â€Å"Baker (1993) lists 10 purposes for code switches: (1) to emphasize a point, (2) because a word is unknown in one of the languages, (3) for ease and efficiency of expression, (4) as a repetition to clarify, (5) to express group identity and status and/or to be accepted by a group, (6) to quote someone, (7) to interject in a conversation, (8) to exclude someone, (9) to cross social or ethnic boundaries, and (10) to ease tension in a conversation† (Diaz-Rico & Weed, 2002). It is my opinion that the frequency of the use of code switching as well as the purposes for... ...er the changing form of the English language over time. As new cultures and languages converged through the millennia to develop into the English with which we are familiar today, how much impact did code switching have on the eventual integration of words from other sources? How much time and how large a population of different languages would be needed to change a lexicon? In how short a time could such a change occur? The opportunity to ponder these questions might not have occurred without the benefit of having taken this course, History of the English Language. Works Cited: Cummins, J. (1979). Linguistic interdependence and the educational development of bilingual children. Review of Educational Research, 49 (2), 222-251. Diaz-Rico, L. T. & Weed, K. Z. (2002). The cross-cultural, language, and academic development handbook. Boston: Allyn & Bacon.

Product Positioning in the Market

ISSN 1392-2785 ENGINEERING ECONOMICS. 2008. No 1 (56) COMMERCE OF ENGINEERING DECISIONS Theoretical Aspects of Product Positioning in the Market R ta Ostasevi i t Kauno technologijos universitetas K. Donelai io g. 73, LT-44029, Kaunas The article consists of fourteen parts, starting with the introduction where the novelty, the problem of the research, the object of the research, the purpose of the research and the research methods are described.The purpose of the article is systemization and thorough description of the knowledge and information (found in a large number of sources) about the positioning concept, its position in the STP model, coherent description of the product positioning process steps as recommendations for successful product positioning process accomplishment. It is obvious that to be successful a product must occupy an explicit, distinct, and proper place, in the minds of potential and existing consumers, relative to other rival products on the market. Product pos itioning is the tool to achieve the above mentioned result.The article analyses how the product should be positioned on the market. The second part of the artic conceptions of product positioning in the market. Those include: Etzel, Walker, Stanton (1997), Ries and Trout (1986), Kotler (2006), Armstrong (2006), Bhat (1998), Fill (2006), Ferrel (1997), Lamb, Hair, McDaniel (2004), Boone and Kurz (2001). The third part defines the basement of product following parts: segmentation, targeting and positioning. The fourth part describes product positioning steps, interpreted by different scholars.There are two samples of product positioning process given (by Hooley (2004) and Hutt, Spech (2004)) and a model created by the authors of this article. The seventh part, identification and analysis of competitive products in the market, describes the best means how to distinguish competitive products, different levels of competition. The eighth part, identification of determinant attributes and measuring their significance to the user, reveals the techniques for selection of determinant attributes and criteria for successful determinant attributes.The ninth part, identification of current position of the product and other competing products according to determinant attributes, shows possible ways of carrying out this product positioning process stage. The tenth part, composition of the positioning map, reveals the process of their creation and provides reasons why it is such a powerful tool for examining the positions of products. The eleventh part, the determination of the desired position of the product, speaks about the ideal position of a product and where companies want to position their products (the desired position).The twelfth paragraph, called the selection of positioning or repositioning strategy, reveals possible positioning strategies proposed by various authors, repositioning strategies, presented by Doyle, Stern (2006), possible reasons of inadequate positio ning. The thirteenth part, creation of the positioning statement, discusses the three models of creation of product positioning statement: X-Y-Z model, I-D-U model, and a-b-e model. The last part consists of conclusions on theoretical studies of product positioning process. Keywords: product positioning, product positioning teps, determinant attributes, positioning map, positioning and repositioning strategy, positioning statement. Introduction There is no product in the world that does not have a position. Product positioning is about visibility and recognition and what product represents for a buyer. In markets where the intensiveness of rivalry and competition are increasing and buyers have a greater intrinsic values become critical. An offering with a clear identity and orientation to a needs will not only be purchased, but can warrant a larger margin through increased added value.Numerous organizations are trying to manage their positions occupied by their products and are usin g different positioning strategies to move to new positions in consumers minds and so generate an advantage over their competitors. Earlier positioning was very important in markets that are very competitive and where mobility barriers are relatively low. Nowadays these market characteristics can be applied almost to every industry or business, and to any economy. No product, of those which have survived, can be imagined without clear, distinct and intensive positioning.It is vivid, that for a successful product in the market good quality and well known brand are not enough. The product must occupy an explicit, distinct, and proper place, in the minds of potential and existing consumers, relative to other rival products on the market. Reaching (or not reaching) that desirable position in the minds of consumers is the result of successful (or not successful) positioning. The article analyses how the product should be positioned on the market. The object of the research: product posit ioning in the market.Purpose of the research: to systemize and thoroughly describe the knowledge and information (found in a large number of sources) about the positioning concept, its position in the STP model, coherently describe the product positioning process steps as recommendations for successful product positioning process accomplishment. Research methods used: Conducting theoretical studies of positioning in the market, the method of comparative analysis and systematization of scientific literature were used.Concept of product positioning There is a great number of different definitions of positioning in scientific literature of marketing. The concept of positioning seeks to place a product in a certain rspective buyers. Marketers offerings from those of competitors and to create promotions that communicate the desired position. Boone and Kurz (2001) Scientists Etzel, Walker and Stanton (1997) refer to a product and to differentiate (position) it in a favorable way from simi lar products. Ries and Trout (1986) distinguish from all other marketing theoretics, stating that positioning is not what is done to a product.Positioning is what you do to the mind of the prospect. The same authors indicate that positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. However, Kotler (2006) defines positioning as the act of designing the upies a distinct and valued position in the target consumers mind. Scholars Kotler, Armstrong (2006) verify that market positioning is arranging for a product to occupy a clear, distinctive, and desirable place, in the minds of target consumers, relative to competing products.Thus, marketers plan positions that distinguish their products from competing products and give them the greatest strategic advantage in their target markets. The purpose of positioning is to create a unique and favorable image in the minds of target customers, Bhat (1998). The author Fill (2006) states , that positioning, therefore, is the natural conclusion to the sequence of activities that constitute a core part of the marketing strategy. Market segmentation and target marketing are prerequisites to successful positioning.Product positioning refers to the decisions and activities intended to create and maintain a certain concept 1997). Positioning is developing a specific marketing mix to brand, product line, or organization in general (Lamb, Hair, McDaniel 2004) perceptions of a products attributes relative to the attributes of competitive products. Buyers make a large number of purchase decisions every day. To avoid constant reevaluation of numerous products, buyers tend to group, decisions. Rather than allowing customers to position products independently, marketers must try to influenceThe steps of STP model The foundation of positioning theory is made of one of the most important postulates of the science of marketing. extremely diverse and that a the postulate it is simpl e to define the essence of the STP model: to present the product to those consumers, who want it and are able to acquire it. The first two steps of the STP model serve to find and define the desired consumer, and positioning serves for placing the product in the desirable position in the minds of target consumers.Scholars Grancutt, Leadley and Forsyth (2004) thoroughly describe the STP model steps in the table below Table 1 The STP model steps Segmentation * Choose variables for segmenting market * Build a profile of the segments (sub-segments) * Validate emerging segments Targeting * Decide on targeting strategy * Identify which and how many segments should be targeted Positioning * Understand consumer perceptions * Position products in the mind of the consumer * Design appropriate marketing mix to communicate positioning Source: Grancutt, Leadley, Forsyth (2004)Product positioning steps Scholar Winner (2007) has a distinct view on product positioning decisions; he emphasizes custo mer decision making process as the most important issue in product positioning steps. According to the scientist, marketers have to answer the following questions when positioning the product What dimensions do consumers use to evaluate product offerings in the industry or category? How important is each of these dimensions is in the decision making process? How do you and competition compare on the dimensions? What decision processes do the customers use?The author Hooley (2001) determines these stages of product positioning process: Table 2 Product positioning steps Identification of competitors Singling out decision making attributes Evaluation out of decision making attribute significance Identify the determinant attributes and measure their significance to the user Product positioning steps Identify and analyze competitive products in the market Table 4 Identification of competitor position according to the most important attributes Identify the current position of the product and other competing products according to determinant attributesIdentification of consumer needs Preparation of a consumer map Selection of the desired position Selection of positioning strategy Source: Grancutt, Leadley, Forsyth (2004) Compose the positioning map Determine the desired position of the product Select positioning or repositioning strategy Create the positioning statement Scientists Hutt, Spech (2004) suggest the following steps in the product positioning process: Table 3 Product positioning steps Identify the relevant set of competitive products Identify the set of determinant attributes that customers use to differentiate among options and determine the preferred choiceIdentification and analysis of competitive products in the market Drawing positioning frames for a product, category membership should be determined first, i. e. other products that compete in the same market and can serve as substitutes. The best considered means for determination is allows collecting a large amount of useful data, which is easily systemized, adapted, processed statistically. One of the main advantages of consumer survey is the anonymousness. Deep interview can be also used to determine the rival products in the market, but due to larger time and financial costs is used seldom.Scientists Hooley, Saunders, Piercy (2006) state that competition can take place in the following levels: Competition with products with analogous qualities Competition in the same product group Competition with other products that satisfy the same or very similar consumer demand Competition in the same consumer demand level As mentioned above it is vitally important not only to determine all products on the same shelf, but also determine the rivals to the whole shelf. Identification of determinant attributes and measuring their significance to the userCollect information from a sample of existing and potential customers concerning their ratings of each product on the determinant attribute s offerings for each market segment Examine the fit between preferences of market segments and current position of product Select positioning or repositioning strategy Source: Hutt, Spech (2004) Concentrating all discussed product positioning models the authors of this article propose the following algorithm of positioning process steps.After the identification and analysis of competitive products in the market, determinant attributes should be identified and their significance to the user should be measured. According to Aaker, (2005) determinant attributes define not only the products benefits and value to the user, but also associations with the product consuming process and with the consumer himself. The authors Hooley, Saunders, Piery (2006) consider a qualitative Determination of the desired position of the productIdentification of the current position of the product and other competing products according to determinant attributes Selection of positioning or repositioning stra tegy Composition of the positioning map It is important to mention, that the above mentioned strategies are not discrete and usually are just pats of complex hybrid strategies, used by marketers. Sometimes, changes in the competitive environment force marketers to repositi position it holds in the minds of consumers relative to the positions of competing products.Scientists Doyle, Stern (2006) suggest the following repositioning options (the first two are real repositioning strategies, the rest can be considered psychological): Introduce a new brand Change existing brand Alter beliefs about the brand Alter beliefs about competitive brands Alter attribute importance weights Introduce new or neglected attributes Find a new market segment Not only changes on the market lead to a demand for a new repositioning strategy.Very often the product fails because of marketers initial positioning mistakes. Brooke (1994) states that a product may be inadequately positioned for three reasons: The segment in which it is targeted might have become unattractive because it is too small, declining, too competitive or otherwise unprofitable. Positioning might be inadequate because the quality and features that the product offers do not appeal to the segment to which it is targeted. igh to allow it to be priced competitively. Scientists Grancutt, Leadley, Forsyth (2004), Kotler (2006) indicate four main risky product positions on the market: underpositioning, overpositioning, confused positioning and doubtful positioning: Table 5 Risky positions Potential risk Underpositioning Comment Some companies discover that buyers have only a vague idea of the brand and the features/benefits of that brand.Customers may not be aware of anything particularly special about the brand Customers may have too narrow a view of the brand. Therefore a consumer might think that a particular glass company, for example, only produces luxury items that retail at high prices. However, it may produce a varie ty of cheaper standard glassware. Customers could be confused about the position of the brand within the marketplace. This confusion may result from the company making too many positioning too frequently.Customers may find it hard to believe the claims made by the company about its brand in view of benefits, the price and the name of the manufacturer. Source: Grancutt, Leadley, Forsyth (2004) This process is probably the most laborious and difficult element positioning implementation steps. Scholars Capon, Hulbert (2001) define the creation of positioning statement as a complex, creative, and highly interactive process, often involving many cut-and-try attempts, before the satisfactory result is achieved.Clear positioning statements have major value. For example, one of the most common complaints advertising companies make about their clients is that they have not clarified their strategies. Although positioning statements are not advertising messages, they provide excellent difficu lty. According to Kalafatis, Tsogas, Blankson (2000) positioning statements play a vital role in helping to guide rts in the marketplace, they are both crucial internally and externally.Scientists Rossiter, Piercy (1997) define the following models for product positioning statement creation: X-YZ macromodel I-D-U mezomodel A-b-e micromodel Creating positioning statement according to the X-YZ model, a marketer should decide on the following issues: nded target audience (Y) product category (X) what benefit (benefits) does the product bring to consumer (Z) Any kind of advertising attempts should emphasize: the benefit to the consumer, which should be unique emotions. he emphasized benefit must be important to the whole product category (I) not mention at all or forewarn consumer of possible product weaknesses (D). Conclusions Having completed the theoretical studies of product positioning in the market the following conclusions can be made: Positioning plays a key role when reaching t he desired place in the mindsets of potential and existing consumers. Most scientists of the field of marketing define product positioning as arrangements for a product to occupy a clear, distinctive, and desirable place in the minds of target consumers, relative to competing products in the market.The position of a product is formed by products attributes relative to the attributes of competitive products Product positioning is an inseparable and most important part of the STP model. If the first two steps (segmentation and targeting) contain flaws or are inadequately or incompletely performed, successful product positioning is doomed to fail. Summarizing the opinion of various scholars, it is obvious that product positioning is a complex, Overpositioning Confused positioning Doubtful positioningCreation of the positioning statement From the research data obtained in the first steps of product positioning process and the marketing strategy developed, it is necessary to formulate a positioning statement that is in tune with the promotional objectives. continuing and chain process. While positioning a product marketers should at least (there can be more) go through the following steps: 1. identify and analyze competitive products in the market, 2. identify the determinant attributes and measure their significance to the user, 3. select positioning or repositioning strategy, 4. ompose the positioning map, 5. determine the desired position of the product, 6. identify the current position of the product and other competing products according to determinant attributes, 7. create positioning statement. References 1. 2. Aaker, D. A. Strategic Marketing Management. New York: The Free Press, 2005. Arora R. Product positioning based on search, experience and creedence attributes using conjoint analysis // Journal of product and brand management, Nr. 5, 2006. Bhat, S. Symbolic and functional positioning of brands / S. Bhat, S. Reddy //Journal of Consumer Marketing, 1998, No 1, p. 2-43. Boone, L. Contemporary marketing 10th edition/ L. Boone, D. Kurtz. Harcourt, 2001. Brooksbank R. The anatomy of positioning strategy. // Marketing intelligence and planning. 1994, No. 4, Capon, N. Marketing Management / N. Capon, J. M. Hulbert. Upper Saddle River, 2001. Dik ius, V. Marketingo tyrimai: teorija ir praktika. Vilnius, 2006. Doyle, P. Marketing management and strategy Fourth edition. / P. Doyle, Ph. Stern, Harlow, 2006. Etzel, M. Marketing 11th edition / M. Etzel, B. Walker, W. Stanton. New Jersey, 1997. 24. intelligence and planning, No. 5, 2002. 25. Pranulis, V.Marketingo tyrimai / Vilnius, 1998. 26. Ries, A. Positioning: The Battle for Your Mind / A. Ries, J. Trout. New York: McGraw-Hill, 1986. 27. Rossiter, J. Advertising Communications and Promotion Management / J. Rossiter, L. Piercy. New York: McGraw hill, 1997. 28. Sheinin, D. A. Positioning brand extensions: implications for beliefs and attitudes // Journal of Product & Brand Management, 1998, No 2. 29. Winer, R. S. Marketing Management. Third edition / Upper Saddle River, 2007. R ta Ostasevi i t Prek s pozicionavimo rinkoje teoriniai aspektai Santrauka Pasaulyje nerasime prek s, kuri netur t pozicijos.Prek s pozicija yra tai, kaip pirk jas suvokia prek pagal tam tikrus apsisprendimo tos pa ios kategorijos preki . Prek identitetu ir orientacija potenciali ar esam pirk j norus ne tik bus noriai perkama, bet ir gali garantuoti didesnius pelnus, kadangi yra sukuriama didesn prid tin vert . Dauguma organizacij bando valdyti savo preki vairias pozicionavimo strategijas, kad patekt naujas (norimas) pozicijas potenciali ar esam pirk j galvosenose ir taip susikurt ias prekes. Anks iau pozicionavimas buvo laba jimo barjer charakteristikos gali b verslui. N ti ir gana intensyvaus pozicionavimo.Tyrimo problema: savaime suprantama, kad s kmingai prekei rinkoje geros kokyb turi ir tinkam viet esam ir potenciali vartotoj galvosenoje. Norimos pozicijos vartotoj galvosenoje pasiekimas (arb a nepasiekimas) yra s kmingo (ar nes kmingo) pozicionavimo rezultatas. tur t b ti pozicionuojama rinkoje. Tyrimo objektas: prek s pozicionavimas rinkoje. Tyrimo tikslas: iai informacij apie prek s pozicionavimo koncepcij viet s rinkoje, kaip rekomendacijas s kmingai gyvendinti prek s pozicionavim rinkoje. Tyrimo metodai: atliekant teorin prek s pozicionavimo rinkoje tyrim , naudota sistemin bei lyginamoji mokslin s literat ros analiz .Prek s pozicionavimo koncepcija: Mokslin je marketingo literat roje galima rasti labai daug skirting prek s pozicionavimo rinkoje apibr . Boone ir Kurtz (2001) pozicionavimo koncepcij apib dina kaip prek s traukim tam tikr viet potenciali pirk j galvose. Autoriai Etzel, Walker ir Stanton (1997) marketing apib dina kaip vadybinink sugeb jim atkreipti vartotoj d mes prek ir palankiai diferencijuoti (pozicionuoti) j tarp kit preki . Jungtini Amerikos Valstij mokslininkai Ries ir Trout (1986) kit marketingo teoretik , teigdami, kad pozicionavimas vertinti ir suprasti savo ir konkurent preki pozicij prek s rinkoje.Pozicionavimas n ra tai, k darome prekei, tai – kaip veikiate potencialaus pirk laiko ir k rybiniu s, paslaugos, mon s ar iau pozicionuojant nedaroma Tuo tarpu Kotler (2006) teigia pinimas, kad prek , atskir ir norim viet i preki tikslini vartotoj mintyse. Apibendrinant – prek s pozicija rinkoje yra vartotojo suvokimas apie prek s atributus, palyginant juos su konkuruojan ios prek s atributais. Kiekvienas pirk jas kasdien daro daug ir vairi apsisprendim pirkti. nuolatinio preki jai paprastai prekes grupuoja, arba pozicionuoja savo m stysenoje, tam, kad supaprastint ir sutrumpint savo sprendimo pirkti pri mimo proces .Kad pirk jai nepozicionuot preki bandyti veikti pirk j suvokim apie prek . 3. 4. 5. 6. 7. 8. 9. 10. Ferrel, P. Marketing 10th edition / Boston, 1997. 11. Fill, Ch. Marketing communications: engagement, strategies and practice / Harlow, 2006. 12. Grancutt, J. Marketing: essential principles, new rea lities / J. Grancutt, P. Leadley, P. Forsyth. London, 2004. 13. Holley, G. Market -Focused resources, competitive positioning and firm performance / G. Holley, G. Greenley, J. Fahy and J. Cadogan //Journal of Marketing Management,2001, No 5/6, p 503-520. 14. Hooley, G. Marketing strategy and competitive positioning / G. Hooley, J.Saunders, F. N. Piercy. Prentice Hall, 2005. 15. Hutt, M. D. Business marketing management. 8th edition /M. D. Hutt, T. W. Spech. Prentice Hall, 2004. 16. Janonis, V. Brand Image Formation / V. Janonis, R. Virvilait // 78-90. 17. Kalafatis S. P. , Positioning strategies in business markets / S. P. Kalafatis, M. H. Tsogas, C. Blankson // Journal of business and industrial marketing. No 6, 2000 p. 416-437. 18. Knox S. Positioning and branding your organization // Journal of Product and Brand management, Nr. 2, 2004. 19. Kotler, Ph. Marketing management 12th edition / Ph. Kotler, K. L. Keller. Upper Saddle River, 2006. 20. Kotler, Ph.Principles of marketing: 6 th edition / Ph. Kotler, Armstrong, G. New Jersey, 1994. 21. Kotler, Ph. Rinkodaros principai / Ph. Kotler, G. Armstrong, J. Saunders, V. Wong. Kaunas, 2003. 22. Kotler, Ph. A framework for marketing management. Third edition. / Ph. Kotler, K. L. Keller. Upper Saddle River, 2007. 23. Lamb, W. Jr. Marketing. 7th edition / W. Lamb, Jr. , W. Hair. Jr. , C. McDaniel. Thompson south Western, 2004. Pozicionavimo pagrind postulat sudaro vienas svarbiausi marketingo s skirtingi, ir prek absoliu iai vardyti STP modelio naudojimo prasm potencialiai jo norintiems ir j galintiems vartotojams prek pasi lyti?Tam naudojami pirmieji du STP modelio s rinkos nustatymas. Tik po to prek gali b ti pozicionuojama – nustatoma jos pozicija tikslini vartotoj galvosenoje. tai nuomoni apie konkuruojan ias prekes (preki pozicij pasirinktos grup s asmen s mon je schema (Pajuodis, 2000). stymo pozicionavimo strategijas, mon nustato savo viet rinkoje vartotoj ir konkurent sti d l vartotoj grupi (segment ), kurioms bandys daryti poveik , ir kartu d l savo veiklos profilio, kuris patenkint min t vartotoj segment reikalavimus (tikslin s rinkos strategija). s irstomas etapais.Skirtingi autoriai pateikia skirting etap skai i , skiriasi ir j daugelio mokslinink si lomus prek straipsnio autor s pateikia tok j skai i konkuruojan i preki ; apsisprendimo atribut identifikavimas ir j vertinimas; esamos prek s pozicijos nustatymas; lapio suk rimas; norimos pozicijos rinkoje nustatymas; pozicionavimo arba perpozicionavimo strategijos parinkimas; pozicionavimo teiginio suk rimas. Konkuruojan i preki pozicionavimo r mus prekei, pirmiausia reikia nustatyti nario kategorij , kitas prekes, kurios konkuruoja su preke ir gali b ti jos pakaitalai.Geriausias b ias prekes yra kiekybinis tyrimo apklausa, nes , kuris paprastai respondent ias prekes, galima naudoti ir giluminio interviu metod , ta laiko s naudas ir efektyvum , patogiau atlikti vartotoj apklaus . G. J. Hooley, J. A. Saunders ir N. F Piercy (20 06) teigia, jog iomis prek mis; Konkurencija preki grup je; poreik Konkurencija su kitomis t pat tenkinan iomis prek mis; Konkuruoti to paties poreikio lygmenyje. Taigi nustatant konkurentus svarbu ne tik identifikuoti visas prekes, esan ias toje pa ioje parduotuv s lentynoje, bet ir nustatyti, kas konkuruoja su visa lentyna. teikiami naudos aspektai yra tinkami vartotojams. Anot D. A. Aaker (2005), atributas s savybes ir naud vartotojui, bet ir asociacijas su prek s vartojimu ir vartotoju. Kit mokslinink – (G. J. Hooley, J. A. igimu, atributus geriausia yra grup . Pasak identifikuoti naudojant kokybin tyrimo metod V. Dik iaus (2006) tam gali b ti naudojamos tokios projekcin s asociacijos, testas, temos suvokimo testas, vaidmen vaidinimas. Atrinki atributai bus vertingi tik t pozicionavimo instrumentas, skirtas tiksliai vizualiai apibr vietoje pagal psichologinius veiksnius yra mon s prek s, palyginti su prek mis.Norint nustatyti, kaip skirtingi preki pasi lymai yra suvokiami rinkoje, turi b ti numatomi pagrindiniai prek s atributai, pagal kuriuos suvokiama prek kaip tokia. Labai didel rezultatas) turi b rim . Tolesn l kes ius bei pirmum , ir kaip j plane atrodo prek su savomis savyb mis. Tam tikslui pasiekti ir sudaromas lapis. lapyje yra tas, kuris reprezentuoja labiausiai apsisprendimo atribut kombinacij ideali prek . mon s pasirenka norim savo prek s pozicij kuo ar iau idealios prek s pozicijos. augelis mokslinink (Fill, 2006; Kotler, 2007; Armstrong, 2004; Doyle, Stern, 2006) s pozicionavimo rinkoje Pagal prek s savybes; Pagal prek s teikiam naud ; Pagal vartojimo b d ar situacij ; Pagal vartotoj ; Pagal konkurent ; Pagal preki grup ; Pagal kokyb ar kain ; Pagal kult rinius simbolius ar kilm . Svarbu pamin ra diskre tiesiog dalys sud ting hibridini strategij , kurias pozicionuodami prekes rinkoje, naudoja marketologai. 1. X-YZ makromodelis; 2. I-D-U mezomodelis; 3. a-b-e mikromodelis.Juose nurodoma, kas yra pozicionuojama, kam tai yra skiriama, kas turi b ti pabr Atlikus teorin prek s pozicionavimo rinkoje studij , Pozicionavimas yra svarbiausias instrumentas norint pasiekti norim prek s pozicij esam ir potenciali vartotoj galvosenoje. Dauguma marketingo srities mokslinink prek s pozicionavim rinkoje apibr pinim , kad prek , atskir ir norim viet i preki tikslini vartotoj mintyse. Prek s pozicija formuojama per prek s atribut suvokim , lyginant su konkuruojan iomis prek mis. Prek s pozicionavimas yra neatskiriama ir pati svarbiausia STP modelio dalis.Jei pirmi STP mode ar nepilnai, s kmingai pozicionuoti prek s rinkoje nepavyks. Apibendrinant daugelio mokslinink nuomones, akivaizdu, kad prek s pozicionavimas rinkoje yra sud tingas ir t stinis procesas. Pozicionuodami prek gali b 1) Konkuruojan i preki ; 2) Apsisprendimo atribut identifikavimas ir j vertinimas; 3) Esamos prek s pozicijos nustatymas; 4) lapio suk rimas; 5) Norimos pozicijos rinkoje nustatymas; 6) Pozicionavimo arba perpozicionavimo strategijos parinkimas; 7) Poz icionavimo teiginio suk rimas. prek s pozicionavimas, prek s pozicionavimo etapai, lapis, pozicionavimo ir perpozicionavimo strategija, pozicionavimo teiginys. rieinamumas, pelningumas. Svarbu pateikti atribut , kurio nesi lo konkurentai, arba atribut pateikti specialia forma. nusta ius vartotoj apsisprendimo atributus, reikia numatyti, kaip pagal juos vartotojai vertina prek ir konkurent prekes. Tam geriausiai tinka kokybiniai vertinti prek ir konkurent prekes pagal svarbiausius apsisprendimo technikas, kurias V. Pranulis (1998) rio matavimo vertinimo skal s, Likerto (sumini vertinim ) skal , semantin diferencialin skal , Stapel skal vertinimo skal , fiksuotos sumos skal r , por pasirinkimo skal . The article has been reviewed.

Celestial Seasoning

Celestial Seasonings was found by small countryside family aiming to bring natural herb benefits to the customers in 1969. Celestial’s herbal tea was sold through local stores initially. Celestial Seasonings went through major change when it was bought by Kraft Inc in 1984. Kraft brought Celestial products to new markets before selling it back to the Celestial’s old management in 1988. The selling and re-purchase of Celestial benefit the company to get into national market and exposure to wider consumer range.Throughout the decade of 90’s, company extended its product line as per market demands. As result herbal supplements, medicinal teas, herbal supplement capsules and many other products were added to celestial product range. Company had good growth till end of decade until some of its product start showing the declining trend. There are some problems relating to celestial Seasonings progress which include ethical issues, quality concerns and limited target ma rket.Celestial Seasonings makes its entire product range from natural herbs but still company cannot promise to make people healthy. It’s a product not medicine so it cannot claim for treatment of illness and claiming so raises ethical issue. Quality concern is another problem with the celestial Seasonings products. 71% people consider Celestial Seasonings products safe for health while 29% people have some concerns about safety. They think that being natural doesn’t make it safe. Herb source authenticity also raises questions about quality.Celestial Seasonings offer a wide range of product but major target market is baby boomer ladies with 35 to 54 years of age. Its tea products have high price than other tea competitors. This raises the problem of limited target market. As a solution of ethical problem, company must not make unjustified promises. Product statements can show that these can help living healthier life rather than its impression of a curing product. Qual ity can be assured by club marketing programs and virtual tours. Sustainable sourcing assurance can also help improving customers’ confidence.Club marketing programs can be launched and events can be held on farm and production locations to improve customer perception for product quality. Market development is solution to limited target market issue. New target markets can be explored. Company can go global and enter the markets where tea is a part of tradition like England, India, and Pakistan. Celestial Seasonings has kept its promise to bring natural herb benefits to the customers. Company can overcome current problems and increase its profits with market development, club marketing programs and keeping the ethical concerns.

A study into paraphilias and its effects

A study into paraphilias and its effects Statistics report, At least 1 woman in 7 will be raped in her lifetime. Because only 1 rape in 5 is reported, the true figure is much higher (CDC, 2007; FVPF,2007). Many would consider these women a victim, but could the perpetrator also be suffering from something we as observers have not yet considered, something far worse? Perhaps the mark of true sexual deviations, the compulsive and destructive paraphilias, a sickness at which causes it’s victims guilt, anxiety, or discomfort for one or other participants (Coon, D Mitterer, J, 2009, Chapter 12, â€Å"Introduction to Psychology: Gateway to Mind and Behavior†). Most feel a deep sense of inadequacy, which produces a compulsive need to provide their genitals to the unwilling viewer. Others may fantasize that their target may become aroused by the display. In regard if confronted by an exhibitionist one can assume their goal is to shock and alarm victim, to become upset would only encourage them (Hyde & Delamater, 200 6). Although the scene maybe quite alarming, studies show the exhibitionist is basically harmless. I believe they simply wish to entertain someone, if not themselves, typical thrill seekers. Have you ever heard of the phrase, â€Å"Shoe fetish?† Well now, don’t be alarmed this doesn’t mean you have a sickness, Fetishism are unusually objects or body parts associated with in sexual arousal (http://www.minddisorders.com/Del-Fi/Fetishism.html). Fetishes can pertain to anyone, whether male or female, even you may have a strange fetish. Most common examples being clothing, stuffed animals, breast, legs, bottoms, genitals, and even pets. I once met a man who had a strange thing for women in high heels, the high heels were his fetish. The non sexual object which got him aroused. How about Victoria’s Secret Models, dazzled with in expensive lingerie? This item of clothing is a non sexual object used to spark the scenes of the viewer to want and desire the clothin g. They convince the viewers that having this will make you or your partner become more desirable. We have all heard the saying â€Å"Sex sells,† well it’s true. Does this mean we have a sickness, no. What are symptoms of Fetishism? If you find yourself spending so much time thinking about the fetish that you can not control compulsive urges and or cases become unhealthy, inflicting humiliation or suffering to oneself or partner, it’s best to seek therapy for such extreme. The key is to control the fetish, don’t allow the fetish to control you.

Case study analysis Essay Example | Topics and Well Written Essays - 750 words - 2

Case study analysis - Essay Example Jessica, in her description, stated the behavioural problems John underwent. According to her recount of events, John was not talking as early as the age of two. John is obsessed with his train toys and spends most of the time playing with them. Every time his mother changes his routine, he became completely agitated. He would even get displeased when interrupted to go to bed. John’s behaviour in school also worried her mother. He would invade other childrens playing spaces while at school, where he would scratch or bite them when frustrated. He also often licked playground equipment and doorknobs. John would exhibit varied reactions to signal what he wants. For instance, he once threw a temper tantrum in frustration that he would not have what he wants. Jessica was so worried about the inability of his son to express himself. Thus, she decided to contact our social working centre, whereby I was assigned to work on the case. Jessica reported that John lags behind his age mates in self-help skills. Recently, however, Jessica observed that John was succeeding in toilet training. He has been staying dry more often and would ask when he wants to visit the bathroom. Nonetheless, John still experienced accidents during the nights. His attempts to learn how to dress had been futile as he still put on clothes inside out. John, on a positive note, followed instructions, especially when told to stay indoors. Jessica discovered that John’s condition would trigger taunts and provocations from truants in the neighbourhood. One of the boys in the neighbourhood had been purportedly doing drugs. Jessica, therefore, felt that he would be a bad influence to his estranged son. Jessica mother firmly believed that John’s was a consequence of poor parenting. Her neglect of John and the physical abuses of his ex-husband may have contributed to John’s condition. As a solution, she believed that

Analyzing Criteria on Online Reporting Article Example | Topics and Well Written Essays - 250 words

Analyzing Criteria on Online Reporting - Article Example On the other hand, the website (http://online.wsj.com/article/SB10001424052702304898704577482650368103084.html) has employed the art of short sentences that nail the case to the bone (Maher, 2012). In other words, website information is easy and quick for understanding than other media forms in information dissemination. Furthermore, the avoidance of what people said in unlike in the latter website is an indication of a narrative writing technique that appeals to a mass readership. On that note, if compared to print media, there are some differences. For instance, the reportage of the sex abuse case in local papers delved into the smaller details of the case that did not feature in the online articles in the aforementioned websites. In conclusion, this means that information included in the websites are not always comprehensive as compared to print media (Craig, 2010). Alternatively, I think websites enhance a story with its visual information such as the websites described above. Additionally, the hyperlinks they provide give an element of human touch because of its visual