Chief Joseph Essay Example

Chief Joseph Essay The person that I did myfirst quarter project on was Chief Joseph. Chief Joseph was born in 1840 in the Wallowa Valley (the Wallowa Valley is now northeastern Oregon). He was born into the tribe of the Nez Perce. The name that the tribe gave him was Hin-mah-too-yah-lat-kekt, the translation is Thunder Rolling Down the Mountain. He was also known as Joseph the younger because, Joseph was the name his father had taken Joseph the Elder (Josephs father) was thefirst Nez Perce to convert to Christianity. He also tried hard to keep peace between the tribe and the whites. In 1855 Josephs father helped Washingtons territorial governor set up a reservation for the Nez Perce, which ran from Oregon into Idaho. Only eight years later there was a gold rush in the Nez Perce territory. The government took back a lot of their land and they were left with only one-tenth of the land they had received. Josephs father was angry and destroyed his American flag and Bible, he then refused to move his tri be form the Wallowa valley or sign the treaty that would make the new reservation boundaries official. Eight years later Josephs father died leaving Joseph in charge. Joseph was left with his fathers name and the same problem. Whites kept coming to Wallowa Valley. Joseph kept fighting for his land and it looked like he would be able to keep it when in 1873 a federal order was written to move all white setters out of Wallowa Valley. But soon after, in 1877 General Oliver Otis Howard threatened to attack Josephs tribe if they didnt leave for another reservation in Idaho. Joseph did not want to fight the army so he started to lead his people to Idaho. But before they left, twenty Nez Perce warriors killed several nearby white settlers because they were angry about loosing their land. After that the U.S army went looking for Josephs tribe and find the ones

Science and the use of non

Science and the use of non It is indeed true that the knowledge behind science can be used to answer several questions on non-renewable energy. For instance, should we use non-renewable energy resources? How can the non-renewable energy resources be used? This part of the essay will explore these questions using oil in the Middle East as an example.Advertising We will write a custom assessment sample on Science and the use of non-renewable energy resources specifically for you for only $16.05 $11/page Learn More To begin with, physical science has a rich knowledge on non-renewable energy resources. A dominant example of non-renewable resource is oil. It cannot be renewed because once the oil fields have been depleted; it is not possible to carry out additional mining activities (Zycher, 2011). For example, even though the Middle East region is rich in oil as a natural resource, the wells will eventually dry up if mining activities continue over an extended length of time. It is scient ific knowledge that the use of fossil fuels such as oil leads to the pollution of the environment. When fossil fuels undergo the process of combustion, the hydrocarbons are transformed into carbon-dioxide and water molecules. There are some traces of fossil fuels that also emit poisonous gases when subjected to heat. For example, hydrogen sulfide is one such toxic gas. This implies that the use of oils or fossil fuels poses unique environmental challenges. Carbon dioxide is largely responsible for greenhouse effect when emitted into the environment. It is a major greenhouse gas that has been responsible for the warming effect in the atmosphere (Ryley Chapman, 2012). When carbon dioxide is emitted into the atmosphere, it creates a warming effect leading to higher level of evaporation from the surface due to increased heat. When this type of emission covers a large area on the atmosphere, it interferes with the climate spectrum of the affected region. Worse still, carbon dioxide emis sion from the combustion of fossil fuels (oils) has led into destructive effects on the climatic pattern of the world. This explains why scientists have come up with the term ‘global warming’ to refer to the extreme changes in global temperatures.Advertising Looking for assessment on environmental studies? Let's see if we can help you! Get your first paper with 15% OFF Learn More This has also led to significant variations or changes in climate. This is the reason why science can be used to explain the lethal effects of non-renewable energy resources such as oil. Although non-renewable energy has its own share of negative effects to the environment, it is vital to observe that this form of energy is still viable and reliable for use bearing in mind that it does not require complex installations before it can be harnessed. It can also be used to supply large amounts of energy within a relatively short time compared to renewable energy sources such as wind, solar and hydro electric power. Hence, scientific knowledge can be used to determine the best type or form of energy to use when running various processes. For instance, driving heavy machines in factories requires a large amount of uninterrupted source of energy such as oil. On the same note, automobiles can best use non renewable energy from oil instead of electric, hydropower or energy from the wind. This is attributed to the fact fossil fuels are portable even in car engines (Dettinger, 2011). Finally, Science plays an important role in the process of decision making. It is possible to choose the right form of energy for use after acquiring adequate scientific knowledge. Moreover, science provides facts that can later be used to give vital recommendations. References Dettinger, M. (2011).Climate change, atmospheric rivers, and floods in California :A multi model analysis of storm frequency and magnitude changes. Journal of the American Water Resources Association (JAWR A) 47 (3), 514–523. Ryley, T., Chapman, L. (2012). Transport and climate change. Bingley, UK: Emerald.Advertising We will write a custom assessment sample on Science and the use of non-renewable energy resources specifically for you for only $16.05 $11/page Learn More Zycher, B. (2011). Renewable electricity generation: Economic analysis and outlook. Washington D.C: AEI Press.

World War 2 Research Paper Example | Topics and Well Written Essays - 1250 words

World War 2 - Research Paper Example Whereas this is wide topic, the author’s initial thoughts were based upon the developments and problems that were going on in Germany during this six years period of war. The researcher assesses the development of the two opposing military groups, that is, the Axis and the Alliance. In this paper, the writer also underscores the unity between these two opposing military camps along side their military science. Furthermore, the writer examines the economic status of Germany at the commencement of the war and how it declined as the war intensified, an idea that has parallel significance to United States economy before Invasion of Iraq and the way it has declined as the Iraq war progressed. The fact that Germany was the precursor of the war upon her invasion of Poland made the author to develop interest in this country and how Hitler dealt with the scientific military developments and problems associated with this war in Germany.... nd joined the military alliance.4 With these two military opposing camps, coupled with the arms race, the entire world was littered with bayonets with a catastrophic death toll of the known-unknown over 50 million people. The last nail in the coffin of this war was the defeat and surrender of the Axis especially the Germany and Japan in 1945 by the Allies. The researcher was interested in this area because Germany was a major power in the Axis and sparked off the military campaign during World War II.5 The advancement of military technology was another development in Germany ignited by the arms race. This development facilitated military logistics and transportations. Under the Chancellorship of Adolf Hitler, Germany Manufactured weapons such as â€Å"military tanks, air craft, assault rifle, Gewehr 43 rifle, Sturmgewehr 44 rifle, MP40 rifle, submachine guns, military tanks like Tiger II† which were major modern means of weaponry . Among the numerous aircraft developed include d the â€Å"Junkers Ju 87 planes used for psychological war fare† and the â€Å"Messerschmitt Me 262† jets. They also manufactured missiles like â€Å"cruise missiles (V-1), rocket- ballistic missiles (V-2)†, war ships, trucks and so many other military vehicles. During this period, Germany had the best â€Å"world rocket scientists† such as von Braun.6 This triggered off an arms race between the Axis and the Alliance. At the onset of the war, these military weapons were more powerful than those of the alliance. As this technological armament continued unabated, the global war drums were consequently inevitable. The purpose of this authorization by Hitler to manufacture weapons was to produce an equal measure weapon that Germany and her allies would use against the military alliance. Due to the early

Describe the methods used to calculate value added. How does value Essay - 12

Describe the methods used to calculate value added. How does value added contribute towards understanding the connections between the business and its product markets - Essay Example The discussion will investigate different methods of calculating added market value, and determine how added market value contributes to an understanding towards the connection between the business and its products market. Within the overall framework of added market value, economist assert that value added calculation is crucial for classical business accounts. Economists interpret added market value as consisting of the ability to determine the business earnings while the turnover is not precise because the business expenses are not considered. In this perspective, value added is the subtraction of output (expenses) compared to the inputs. Therefore, outputs that are not produced by the business are not considered. Some economists calculate value added in both addictive and subtractive methods, (Berger, 1999, p.34). For instance, subtractive value added is estimated by subtracting material and services costs and from the revenue of sales. The added market value or benefits indicate revenue generation. Similarly, it can be evaluated by deducting the investment capital of the business from the business value. These represent the profit of the firm, or the total cash the organization has produced using the utilized cash. Addictive method determines value added by summing up price of labor (such as social charges) benefits from the operation and devaluation. This allows the firm to investigate the means of distributing the generated revenues. Addictive method also sums up the adjusted recorded value of equity and debts investments of the business, (Grant, 2003, p.28). These indicate the used money of the enterprise or the total cash utilized in the business. The increased method multiplies the amount of the marketplace share of stock by the accessible share numbers for public businesses. This establishes the firm’s market value, or the total amount of cash the firm can produce. If the enterprise is unknown, investigate

The Challenges Faced In International Trade Theory Commerce Essay

The Challenges Faced In International Trade Theory Commerce Essay International trade theory explains the pattern of international trade and the distribution of the gains from trade. Strategic advantage one business entity has over its rival entities within its competitive industry is called competitive advantage. Achieving competitive advantage strengthens and positions a business better within the business environment. In this report, Logitech as a case study of international trade and competitive advantage fully discussed in form of answering study questions. Background Logitech is a world leader in personal peripherals, driving innovation in PC navigation, Internet communications, digital music, home-entertainment control, gaming and wireless devices. Key product lines mice, trackballs, and keyboards webcams, speakers, headsets, and headphones interactive gaming devices network music systems video-security solutions advanced universal remote controls History 1981 established in Switzerland, opens Palo Alto office the following year 1982 introduces its first computer mouse, the P4 1984 secures first major OEM contract with HP 1985 introduces the C7, which sells for under $100 and does not require a separate power supply 1986 opens manufacturing center in Hsinchu, Taiwan, still a key center for worldwide operations and engineering 1987 reaches an OEM agreement to manufacture mice for Macintosh computers sold in Europe 1988 opens OEM sales, manufacturing and distribution hub in Cork, Ireland 1989 wins OEM contract for IBM; introduces the Series 9 mouse, the first mouse designed to fit the natural curve of the human hand 1991-92 introduces first cordless mouse, first digital still camera, and first mic/speaker combo 1994 opens first fully-owned manufacturing facility in Suzhou, China, which now employs 4,000 people 1995 introduces trackball technology; unveils first web camera and gaming joystick 1997 listed on Nasdaq; unveils first USB mouse 2000 introduces the first mouse with optical sensor to track movement 2001 acquires Labtec, expanding its audio business; unveils first cordless optical mouse 2003 surpasses $1 billion in annual revenue; ships its 500 millionth mouse 2005 opens new facility in Suzhou, China 2006 130 new products introduced; 143 million products shipped worldwide Logitech Today Global operations California marketing, finance, and logistics (some RD) Switzerland research and development (programming) Ireland design, mechanical engineering, sales support Netherlands European distribution Taiwan worldwide operations Suzhou, China manufacturing Performance more than 9000 employees distribution in more than 100 countries projected sales, $2.4 billion (11% OEM; 89% retail) Literature review International Trade Theory Brown (2005) defines comparative advantage means the comparison of relative price differences between nations to explain the pattern of trade. For example, compare the relative price of wheat in terms of cheese at home to the same relative price in the foreign economy in a hypothetical equilibrium with no trade (autarky) or with restricted trade. The country with the lower relative price of wheat is said to have a comparative advantage in wheat while the other country has, symmetrically, a comparative advantage in cheese. Buy low, sell high logic predicts that a country will export the good in which it has a comparative advantage. Theory of Comparative Advantage Free trade between international countries concept was structured and built by David Ricardo an economist. He stated that countries goes for trading with other countries would highly benefit from this trade as specialization as there in these countries. In free trade there are no any tariffs or taxes on incoming or outgoing goods and services. Typically, countries tax incoming goods in an attempt to keep domestic producers competitive. According this theory all trading partners even less efficient producers will benefit from specialization and free trade. Porters Diamond and Competitive Advantage Due to globalization, most of organizations strategies were changed towards being international wise. Even if an organization does not plan to import or to export directly, management has to look at an international business environment, in which actions of competitors, buyers, sellers, new entrants of providers of substitutes may influence the domestic market. Information technology is reinforcing this trend. Michael Porter introduced a model that allows analyzing why some nations are more competitive than others are, and why some industries within nations are more competitivethan others are, in his book The Figure.1: Porters Diamond model Competitive Advantage of Nations. This model of determining factors of national advantage has become known as Porters Diamond. It suggests that the national home base of an organization plays an important role in shaping the extent to which it is likely to achieve advantage on a global scale. This home base provides basic factors, which support or hinder organizations from building advantages in global competition. Porter distinguishes four determinants: Firm strategy, structure and rivalry Related and supporting industries Factor conditions Demand conditions Factor Conditions The situation in a country regarding production factors, like skilled labor, infrastructure, etc., which are relevant for competition in particular industries. These factors can be grouped into human resources (qualification level, cost of labor, commitment etc.), material resources (natural resources, vegetation, space etc.), knowledge resources, capital resources, and infrastructure. They also include factors like quality of research on universities, deregulation of labor markets, or liquidity of national stock markets. These national factors often provide initial advantages, which are subsequently built upon. Each country has its own particular set of factor conditions; hence, in each country will develop those industries for which the particular set of factor conditions is optimal. This explains the existence of so-called low cost-countries (low costs of labor), agricultural countries (large countries with fertile soil), or the start-up culture in the United States (well developed venture capital market). Porter points out that these factors are not necessarily nature-made or inherited. They may develop and change. Political initiatives, technological progress or socio-cultural changes, for instance, may shape national factor conditions. A good example is the discussion on the ethics of genetic engineering and cloning that will influence knowledge capital in this field in North America and Europe. Home Demand Conditions Describes the state of home demand for products and services produced in a country. Home demand conditions influence the shaping of particular factor conditions. They have impact on the pace and direction of innovation and product development. According to Porter, home demand is determined by three major characteristics: their mixture (the mix of customers needs and wants), their scope and growth rate, and the mechanisms that transmit domestic preferences to foreign markets. Porter states that a country can achieve national advantages in an industry or market segment, if home demand provides clearer and earlier signals of demand trends to domestic suppliers than to foreign competitors. Normally, home markets have a much higher influence on an organizations ability to recognize customers needs than foreign markets do. Related and Supporting Industries The existence or non-existence of internationally competitive supplying industries and supporting industries. One internationally successful industry may lead to advantages in other related or supporting industries. Competitive supplying industries will reinforce innovation and internationalization in industries at later stages in the value system. Besides suppliers, related industries are of importance. These are industries that can use and coordinate particular activities in the value chain together, or that are concerned with complementary products (e.g. hardware and software). A typical example is the shoe and leather industry in Italy. Italy is not only successful with shoes and leather, but with related products and services such as leather working machinery, design, etc. Firm Strategy, Structure, and Rivalry The conditions in a country that determine how companies are established are organized and are managed, and that determine the characteristics of domestic competition. Here, cultural aspects play an important role. In different nations, factors like management structures, working morale, or interactions between companies are shaped differently. This will provide advantages and disadvantages for particular industries. Typical corporate objectives in relation to patterns of commitment among workforce are of special importance. They are heavily influenced by structures of ownership and control. Family-business based industries that are dominated by owner-managers will behave differently than publicly quoted companies. Porter argues that domestic rivalry and the search for competitive advantage within a nation can help provide organizations with bases for achieving such advantage on a more global scale. Porters Diamond has been used in various ways. Organizations may use the model to identify the extent to which they can build on home-based advantages to create competitive advantage in relation to others on a global front. On national level, governments can (and should) consider the policies that they should follow to establish national advantages, which enable industries in their country to develop a strong competitive position globally. According to Porter, governments can foster such advantages by ensuring high expectations of product performance, safety or environmental standards, or encouraging vertical co-operation between suppliers and buyers on a domestic level etc. Questions Question 1 In a world without trade, what would happen to the costs that American consumers would have to pay for Logitechs products? Question 2 Explain how trade lowers the costs of making computer peripherals such as mice and keyboards. Question 3 Use the theory of comparative advantage to explain the way in which Logitech has configured its global operations. Why does the company manufacture in China and Taiwan, undertake basic RD in California and Switzerland, design products in Ireland, and coordinate marketing and operations from California? Question 4 Who creates more value for Logitech, the 650 people it employs in Fremont and Switzerland, or the 4,000 employees at its Chinese factory? What are the implications of this observation for the argument that free trade is beneficial? Question 5 Why do you think the company decided to shift its corporate headquarters from Switzerland to Fremont? Question 6 To what extent can Porters diamond help explain the choice of Taiwan as a major manufacturing site for Logitech? Question 7 Why do you think China is now a favored location for so much high technology manufacturing activity? How will Chinas increasing involvement in global trade help that country? How will it help the worlds developed economies? What potential problems are associated with moving work to China? Answers Answer 1: The costs American consumers would have to pay for Logitech products would increase significantly in a world without trade. Â   This is due to the face that production, assembly, resources, and sale of their products would all have to be conducted in the US. Â   Logitech would no longer be able to rely on China for cheap labor and assembly, or Taiwan for efficient and cheap manufacturing. Â   Therefore these increased expenses would require a rise in retail price for the consumer. Answer 2: Trade helps in reduction of product prices due the following: Components are procured from any part of the world where they can be produced or manufactured at the best cost. (Motorola plant in Malaysia makes the mouses chip; Agilent Technologies supplies optical sensor). The actual assembling/manufacturing is done at the place where is cab done most cost effectively. (Assembling is done in Taiwan and China) The product reach the customers the most efficient way are taking the services of the most efficient logistics company. (Marketing from Fremont) Answer 3 Comparative advantage, as proposed by Ricard, says that it is beneficial for nations to involve in trade even when there is absolute advantage for them to produce all the goods. So nations will invest a major portion of their resources to produce what they can produce with advantage. This theory is being applied to the case as follow: China: It is cost effective to manufacture in China. China has a large population of semi-literate people who lives in semi-urban areas. It is important for the Chinese government to provide avenues for its people to earn their livelihood. Mass manufacturing is a good way of employing many people. Since there is abundance of semi-literature human resources in China it can manufacture products which need semi-skilled labor most efficiently. Thus Logitech uses China to manufacture mice. Taiwan: Taiwan has invested in creating industrial parks. It is giving land in these parks at very nominal rates. It had developed a strong supply base for computer parts, it has well qualified people. Its local computer industry is also expanding. Taiwan has done all these with an objective of being a major player in the electronics components manufacturing. Logitech is taking advantage of the facilities developed. California: California is located strategically due the Silicon Valley. Having an office in California provides an opportunity for any company to interact with the other companies. It also gives insights into the emerging technologies. These advantages make Logitech choose California as a center for RD. Since California also houses many large corporation, it makes perfect business sense for Logitech to have their marketing operations here. Switzerland: It is known for precision industry. The right talent is available here for developing the software for mice. Hence, Logitech is developing primary software in Switzerland. Ireland: The design firm in Ireland is used by Logitech for ergonomics design. The Ergonomics Society of Ireland is very active in promoting the discovery and exchange of knowledge concerning the characteristics of human beings that are applicable to the design of systems and devices of all kinds. Answer 4 Logitech make $8 for every mouse being sold. Let us assume that $3 of this is spent on RD and software programming. The earning per employee writing the software are code is (3*100)/650 = 0.47 cent. The value added per employee in China is (3*100)/4000 = 0.075 cents. Hence, the value added by RD people is greater. Free trade is beneficial because, it is the free trade which is allowing Logitech to take advantage of the low cost manpower available in China. If free trade were not available, Logitech would be forced to manufacture its mice in US at much higher cost. Answer 5 It helps Logitech to stay close to its customers. It can respond to the demands of the customers more promptly. Fremont is also the place where a lot of technological innovations are happening. Logitech being in the high-tech industry, continuous innovation is a key success factor for its business. Fremont is also an important in terms of managerial talent. All these reasons make it convenient for Logitech to move to Fremont. Answer 6 Porters diamond considers four important attributes which will create an environment helps the domestic industry. The four attributes can be applied to Taiwan becoming a manufacturing hub for electronics goods as shown below: Pool of resources: Taiwan has well qualified people for manufacturing electronic goods. It has good infrastructure and transportation facility. Demand conditions: There is demand throughout the world for electronic products produced in Taiwan. All major global companies source their electronic components from Taiwan. Relating and supporting industries: Taiwan has a well-developed supply base for parts and rapidly expanding local computer industry. Firm Strategy, structure and rivalry: there is competition and rivalry among local companies which help in better efficiency. In addition, government role: The government has created Science-based industrial parks through which they encourage companies to invest in Taiwan. Land is given at very subsidize rates in these parks. Answer 7 All the factors, in Porters diamond are at play in China very efficiently. It has huge human resources, land, water and other natural resources. It has good infrastructure for transportation, ports, and communication. It has created special zones for promoting exports, thus ensuring a good demand for the goods they manufacture. The rivalry among the domestic firms is also very strong. Government supports export oriented firms through funds. The cost of labor is very low. Technical human skills are available. These factors make China a favored location for high-technology manufacturing. Chinas increase in global trade will ensure that investment flows into China for manufacturing. Its balance of payment position will become very strong. It can use the trade a lever for political mileage. As more investment happens it will help China to reap the advantages of economics of scale. It can provide better living conditions for its citizen. It will also generate funds for planned investment. The worlds developed economics will be able to take advantage of the low cost manufacturing available in China. The global companies can improve the efficiency of their supply chain be manufacturing in China. The following are the potential problems associated with moving to work in China: The political changes, when they happen, can lead to disruption of work. Decision making at the government level is opaque, which can cause problems if unfavorable decisions are taken. When there is trouble in the political relationship between the home country and China; the companies may lose an opportunity to develop an alternate to China as a manufacturing hub. Conclusion It is obviously clear to any one that Logitech has strongly satisfied Porters diamond attributes by ensuring resources (China and Taiwan), go with Demand (Taiwan), Firm Strategy, structure and rivalry (California, Swaziland and Fremont) and keep involve in what is up-to-date (Taiwan, Switzerland, California and Fremont). By achieving this, Logitech is considered one of aggressive competitors all over the world with high competitive advantage using innovation as a key tool.

Factors That Influence Infant Development

From the moment of conception, there are so many factors and hazards expecting parents must consider ensuring a safe pregnancy and healthy baby. All of which are very important to growth and development. In this essay, I will focus in on the key points an expecting mother should pay close attention to during pregnancy, labor, and the birth of her baby. Caring for yourself and the life growing inside of an expecting mother is a wonderful experience and sometimes a challenge. From the moment a couple decides to have a baby is when they should begin thinking about their future offspring. Taking care of yourself first is key to having an optimally healthy body to house a developing baby. Eating healthy, exercising and refraining from drugs, smoking and alcohol is of the utmost importance. Some mothers who are trying to conceive also take the extra measure of taking prenatal vitamins. It is also a good idea for a couple to visit their doctor to make sure they are in good health and given the â€Å"green light† to begin to work toward conceiving. Making sure you are in good physical health prior to conception is important to lessen the chances of complications during pregnancy. Once the joyous day arrives and you learn that you are expecting, it is very important to see your doctor and have him verify the news. Then begins the task of finding an OBGYN to care for you and your baby throughout the pregnancy and deliver the child when the time comes. Regular, consistent prenatal care is by far the most important factor in insuring the healthiest, safest pregnancy and delivery one can have. Your doctor will see you every month in the beginning of the pregnancy and track your baby’s growth as well as your weight and overall health. During these visits it is important to talk openly with your doctor about any questions or concerns you are having. Your doctor will prescribe prenatal vitamins and run regular tests throughout the pregnancy. When the due date gets closer a mother visits her OBGYN more frequently to track her progress and prepare her for the impending birth. Preventative care while pregnant is important to the growing fetus as well as the expecting mother to monitor progress and deal with any complications that may arise, such as gestational diabetes. What I feel is the most obvious hazard and precaution an expecting mother must consider is refraining from unhealthy activities, such as consuming alcohol, smoking or drug use. These toxins often have major and detrimental effects on a developing baby. There are many birth defects and disorders directly connected to expectant mothers unhealthy lifestyles during pregnancy, for example â€Å"fetal alcohol syndrome, which can cause deformities, mental retardation, learning disorders, vision difficulties and behavioral problems and are irreversible. †(www. mayoclinic. com) Drugs, smoking and alcohol all affect a baby that is in a critical time period of development and growth. An expecting mother must put the needs of her unborn child first. In this essay I have covered just a few important factors in the health and safety of a growing baby; but there are many, many more to consider. A couple planning to conceive must be aware of the hazards to their developing child and the precautions that must be heeded. Creating a new life is a wonderful, life changing experience. Every expecting parent should always do what is best for their child, from conception through the crucial first years of development on into adulthood.

Integrated Marketing Communications Essay

Definition: Integrated Marketing Communication Definition: IMC is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines – for example, general advertising, direct response, sales promotion, and public relations – and combines these disciplines to provide clarity, consistency, and maximum communications impact by The American Association of Advertising Agencies (the 4A’s) The Emergence of IMC The Market revolution forcing a movement towards IMC: †¢ †¢ A shift of marketing dollars from media advertising to other forms of promotion, particularly consumer and trade oriented sales promotions A movement away from relying on advertising-focused approaches, which emphasize mass media such as television and national magazines, to solve communication problems A shift in marketplace power from the manufacturer to the retailer The rapid growth and development of database marketing Demands for greater accountability from advertising agencies and changes in the way agencies are compensated The rapid growth of the Internet, which is changing the very nature of how companies do business and the ways they communicate and interact with consumers †¢ †¢ †¢ †¢ The Role of Marketing Communication Marketing communication performs several functions for consumers: †¢ Consumers are told how the product is used, by what kind of person, and where and when †¢ Consumers learn about who makes the product and what the company and the brand stand for †¢ It allows companies to link their brands to other people, places, events, brands, experiences, feelings, and things †¢ It also contributed to brand equity by establishing the brand in memory and crafting a brand image Marketing communication contributes specifically to brand equity in the following ways: †¢ By creating awareness of the brand †¢ Linking the right associations to the brand image in the consumer’s memory †¢ Eliciting positive brand judgments or feelings †¢ Facilitating a stronger consumer-brand connection Marketing Communication Forms Marketing communication consists of 6 major modes of communication: Advertising: Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Sales Promotion: A variety of short-term incentives to encourage trial or purchase of a product or a service Events and Experiences: Company sponsored activities and programs designed to create daily or special brandrelated interactions Public relations and publicity A variety of programs designed to promote or protect a company’s image or its individual products Direct marketing: Use of mail, telephone, fax, e-mail, or internet to communicate directly with or solicit response or dialogue from specific customers or prospects Personal selling: Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders Advertising Sales Promotion Events