Value Based Marketing Concept Marketing Essay

Value Based Marketing Concept Marketing Essay Research in Motion Limited, based in Waterloo, Ontario, Canada was founded in 1984. It is one of the largest companies in Mobile Communications worldwide. It took the world by storm by launching its leading product Blackberry smartphone in 1999. The current product includes Blackberry Play book Tablet, Blackberry smartphone, software for Businesses and other related accessories. It has got its identity in North America, Asia-pacific, South America and Europe. The Company is led by President and CEO, Thorsten Heins. Frank Boulben was named Chief Marketing Officer effective June2012. Executives and sales people from around the world boasts about the possession and utility of Blackberry. It enhances their ability to access key corporate information and connect with their colleagues in real time. The resulting efficiency has resulted in sales agreements being closed faster and key decisions being communicated to Top Honchos. The BlackBerry smart phone has become the one device that many business people find hard to function without.(Mcgraw-hill.com) The BlackBerry solution is now available on over 300 networks in over 120 countries. Recently, on 5 June 2012, its stock fell below $10 for the first time since 2003. Company is losing grounds to Apple Inc.s iPhone and phones that run Google Inc.s Android software like Samsungs. Revenue for the second quarter fiscal is $2.9 billion which is down 31% from $ 4.2 billion in the same quarter of fiscal 2012. Company net loss for the quarter was $ 235 million (www.press.rim.com/newsroom, 2012) After studying the case studies and using the Marketing mix strategy and Value based marketing models I have analyzed that customers want value for the price they pay for. RIM can create value through quick innovation, market research, market trends and realities. It also needs to change with changing needs of the people. Blackberry was once the pioneer in mobile industry, it has lost its shares in the current market due to slow adoption with changes in demand of consumers. I have also studied the strengths, weakness, threats and opportunities that blackberry have in the current situation. I have analyzed that Blackberry has a potential to rule the market again however the company should invest on new technology according to the needs and change in demand in the mobile industry 1.0 Value based Marketing concept Companies generally focus on maximizing the profits than on maximizing customer value. The late Peter Doyle, in his book value-based marketing, charges that profit maximization leads to short term planning and under-investment in marketing, promoting a focus on Sales, market share and current profits. (Doyle, 2000) This concept erodes the competitiveness in the long run as it eliminates the opportunities in the new markets. Companies ignore the fact that the real investment of a company relies on brand management, customer relationship, Partner relationship and knowledge about the market. Customers buy value rather than products and services. It is a Value package of cost of the product and the benefits that are significant to the end users. Customers hardly find true value, when they find they hardly ever leave until a better value takes over. (J Nicholas De Bonis, 2012) Companies should discover customers attributes and benefits the customers look for in a product and create a marketing strategy to deliver value to them. The steps involve market research and how customers perceive different brands available in the market. The diagram below depicts how cost based pricing is different from Value based pricing. In value based approach value comes first and in cost based approach companies target on profit maximization. (Pricing and price stratergy, n.d)http://t3.gstatic.com/images?q=tbn:ANd9GcSMggVwiSafznfxuwsbt3bnGX_6m75FlJJ993t1Gi9ezRLXeRaH7g How companies create values: Customer Relationship Management: Companies maintain the database base of the customers, collect information on the preferences and likings of the customers, Use information to target the potential/target customers through products services and promotions that adds value to the most important aspect of customer requirements. Target Segments: Value driven companies focus one or more consumer segments, ensure additional value on the product and reduce cost through extremely efficient operations. Retaining the existing loyal customers by adding value features that can be helpful to the target customers. http://image.slidesharecdn.com/valuebasedmarketing-120228185920-phpapp02/95/slide-8-728.jpg?1330477417 Companies can focus on key areas: Focusing on the customer Focusing on market trends realities Articulate new market opportunities Emphasizing on customer satisfaction Creating single cohesive strategy CMO of Research Motion also talks about which customers they intend to serve and why they are going to serve them better than the competitors. By adding value to the product, RIM could have the greatest come back http://www.youtube.com/watch?v=SAJp_tL7ggE (Boulmen, 2012) 1.2 Marketing Mix Strategy http://business-fundas.com/wp-content/uploads/2011/02/Strategies-for-Marketing.jpg (The 4 Ps of marketing, n.d) The term marketing mix was coined by Neil Borden. Every Marketer should have knowledge of this theory. It is part of the segmentation process where all 4 Ps, Product, Price, Place, Promotion play their role. This model helps in positioning based on the elements that are best suited for marketing. The above diagram also talks about the relevant questions that the company can think of and based on the best answers the strategies can be made. By answering the above questions, RIM can create a value for its products to effectively compete in the market. 2.0 Driving forces of change in the mobile Industry and changed landscape The best innovation ever is of a mobile phone. Mobile has created worlds most innovative companies. The macro trends surrounding the industry are: Persistent Demand: There seems to be a never ending demand of mobile phone. There has been demand of mobile phones, smartphones tablets throughout the world. People strive hard to earn a good phone. The market has been swayed with the extensive demand of mobile phones. Customer Centric Mobile Applications: Every company is struggling hard on innovation to compete on products and features that the customers expects or over expects from mobile phone. Market Disruption: There is a deadly competition happening in the mobile market. There are mergers, acquisitions, war among technologies, Facebook planning to create its own phone, Google planning to buy Motorola. Lack of innovation problem for Nokia Blackberry has created havoc in the Mobile Industry. Based on the trends that we analyzed, we can say that Mobile industry will remain the most lucrative industry in the years ahead and will lead to further innovations in technology and designs. 3.0 Understanding Customer Behaviour and upcoming Challenges Customers look at maximizing values. High customer value delivery is the key to customer loyalty. 3.1 Drivers of Customer Equity Value Equity: It is a combination of effective of quality, price and convenience. It is effective where companies have differentiated products. Brand Equity: Its a bundle of perception, attitude and awareness. Effective when products are less differentiated. Relationship Equity: It is for companies relying on customer loyalty programs and special and maintaining relationships. 3.2 Factors affecting Customers behavior Personal Factors: Includes Age, Gender, values, personality, lifestyle, occupation, etc. Blackberry is targeted for a separate class of people that needs quick texting, believes in getting things done, messenger, and Internet access with media player. It is a great way to connect people, place and resources access through Mobile. Cultural Factors: It involves the cultural differences of individuals based on the culture and background an Individual comes from. Geographical location, Nationality, Religion is a part that affects the customers choice and beliefs. Social Class: It is segmented based on the income earned by an individual group of people. It affects the customers behavior in a way where not every person can buy a specific product because of limited source of income. 4.0 SWOT Analysis Strengths Brand: Brand is internationally recognized and established. Products beneficial for consumer and business professionals as well. The most relied upon phone for business e-mails Potential to develop a range of products based on specific designs and innovations over the years Patented rights for the thumbwheel and QWERTY keyboard found on the device. Its products have awarded for unique features and products. It still has a huge database of loyal customers who do not want to part from their phones. Weaknesses Prolonged lack of innovation Persistent fixation with a platform which is losing appeal for both customers and developers Blackberry phones are expensive and chic product that is gets costly for organizations that want to offer email across large organizations. Limited storage capacity compared to other phones. Opportunities: Non Exposure of its product line RD talent is getting increasingly low. Acquisitions: Smaller firms with low resources to invest on technology can be a good buy-out option. Market Intelligence reveals an immense opportunity for smart phones similar technology that can be exported. Exports are expected to can reach billions by 2013 end. The new BlackBerry Tablet OS (found on the Play Book) looks like a robust platform in the long run, and it is built on QNX OS that is tried-and-tested. Threats: Aggressive competition on evolving new soft wares in the global smartphone market In 2007 Symbians operating system designed for mobile devices held an estimated 65% worldwide share of the converged devices, exporting 77.3 smartphones in 2007, while RIM Blackberry OS at 11%.(2011) In Exports RIM leads in North America standing at 42% Key competitors have already expanded globally like Apple, Samsung, LG, and HTC Product imitations, loss of source code, software piracy and are more common in developing and third world countries Competitive market for employees in the global software development industry. Rapid innovations from other companies. Changing consumer behavior: With wider options in features and technology customers choice change rapidly. It is a threat as it becomes difficult to cope with the rapid change in consumer requirements. 4.1 TARGET MARKET The primary target market for Blackberrys is the business people between 25 to 60 years. These people are the ones that want their things done, more on the go people and mostly occupied with their work. A device which can provide them more suppleness of wireless network i.e. internet services, emails and GPS services is needed to make lives easier of the corporates. Blackberry should also add features that can target children and Generation Y as they are more technology savvy and innovation hungry. The Gen Y group is always exquisite about latest and smarter technology and they respond rapidly to changes in technology. They are also willing to pay high prices for the benefits and value offered to them. Hence it is a prospective market for RIM. 5.0 Marketing Mix strategy for RIM to achieve the lost market share PRODUCT DEVELOPMENT BRANDING: In this dynamic environment of technology RIM needs to invest on innovation and R D. Horizontal business opportunities like Multimedia and Satellite services will generate extra revenue. RIM needs to position itself as the leading smart phone provider for professionals in emerging countries such as Brazil, Russia, India and China. MARKET SEGMENTATION: They should target others segments not specifically but by adding additional features that can attract students, youths and try to indulge in other product or cross sell other products. CHANNEL SALES: RIM can negotiate with major phone services provider in several countries, this will help RIM to promote their phones through a mutual relationship. Internet marketing and social media channels can also be widely used for advertisements marketing COST CUTTING: RIM can also look at reducing the cost through operational excellence. This can further reduce the cost of the supply chain and can also reduce the per unit cost of making the phone and ultimately selling it at a competitive price. 6.0 RECOMMENDATION 1) RIM needs to innovate and invest on technology this needs to come with new products with more user friendly feature to satisfy current consumer demand and attract new customers 2) RIM should also strongly focus on the advertising campaign to increase brand awareness through viral advertising, television advertisements, internet marketing etc. 3) RIM sells its equipment and services in around140 countries, so it should target to place the product in some other developing countries. 4) RIM should target not only business clients but also target tech savvy Generation Y by increasing product line. 7.0 CONCLUSION Looking at the disappointing sales figure of this year RIM should develop robust product strategies to win over competitors. In order to regain the competitive edge RIM needs to utilize its resources to utmost level by increasing the product line. Also RIM can make strategies to foresee future competitors e.g. Facebook planning to launch its own mobile phones. Facebook Inc. and plan long term strategy as per market demand. It is time for RIM to step ahead of the game and compete directly with Apple and Samsung. As per market research Blackberry is in the maturity phase of its life cycle so it needs to make the future plans accordingly. It is high time that Blackberry enters the market with a big bang giving tough competition to its competitors.

The Idealization of Science in Sinclair Lewis Arrowsmith Essay

The Idealization of Science in Sinclair Lewis' Arrowsmith Sinclair Lewis's 1924 novel Arrowsmith follows a pair of bacteriologists, Martin Arrowsmith and his mentor Max Gottlieb, as they travel through various professions in science and medicine in the early decades of the twentieth century. Through the brilliant researcher Gottlieb and his protà ©gà ©, Lewis explores the status and role of scientific work at universities, in industry, and at a private research foundation as well as in various medical positions. The picture he presents is one of tension and conflict between the goals and ideals of pure science and the environments in which his protagonists have to operate. Although Gottlieb and Arrowsmith are able to pursue their research in some places, their work is continually obstructed and undermined. The conclusion of the novel seems to suggest that it is essentially impossible to truly practice pure scientific research in early twentieth century America. It is only when Arrowsmith abandons his family and his job, cuts his ties with the world and retreats into a sort of scientific monastery with his compatriot Terry Wickett that he is able to "feel as if [he] were really starting to work."1 Many of the tensions that appear in Arrowsmith reflect actual debates and conflicts in the real world. The debate over whether universities should be dedicated primarily to teaching or to research (and whether that research should be practical or abstract) was important in the development of modern colleges and universities. There was a great deal of argument over the virtues of research laboratories in industry, and over how much control companies should exert over the scientists working in their labs and over the direction of their ... ...an University, 178. 12. Lewis, Arrowsmith, 136. 13. Ibid., 280. 14. Frank Jewett qtd. in Kevles, The Physicists, 100. 15. George Wise, "Ionists in Industry: Physical Chemistry at General Electric, 1900 - 1915," Isis 74 (1983), 7. 16. Kevles, The Physicists, 99 - 100. 17. Ibid., 100. 18. David Noble, America By Design: Science, Technology and the Rise of Corporate Capitalism (Oxford: Oxford University Press, 1977), 112. Brackets as in the original. 19. Bruce, The Launching of Modern American Science, 141. 20. Frank Jewett qtd. in Noble, America By Design , 115. Ellipses as in the original. 21. Kevles, The Physicists, 25. 22. A. G. Bell & Hubbard qtd. in Ibid., 47. 23. Noble, America By Design, 112. Italics as in the original. 24. Lewis, Arrowsmith, 138. 25. Ibid., 409. 26. Hermann van Holst qtd. in Veysey, The Emergence of the American University, 150. The Idealization of Science in Sinclair Lewis' Arrowsmith Essay The Idealization of Science in Sinclair Lewis' Arrowsmith Sinclair Lewis's 1924 novel Arrowsmith follows a pair of bacteriologists, Martin Arrowsmith and his mentor Max Gottlieb, as they travel through various professions in science and medicine in the early decades of the twentieth century. Through the brilliant researcher Gottlieb and his protà ©gà ©, Lewis explores the status and role of scientific work at universities, in industry, and at a private research foundation as well as in various medical positions. The picture he presents is one of tension and conflict between the goals and ideals of pure science and the environments in which his protagonists have to operate. Although Gottlieb and Arrowsmith are able to pursue their research in some places, their work is continually obstructed and undermined. The conclusion of the novel seems to suggest that it is essentially impossible to truly practice pure scientific research in early twentieth century America. It is only when Arrowsmith abandons his family and his job, cuts his ties with the world and retreats into a sort of scientific monastery with his compatriot Terry Wickett that he is able to "feel as if [he] were really starting to work."1 Many of the tensions that appear in Arrowsmith reflect actual debates and conflicts in the real world. The debate over whether universities should be dedicated primarily to teaching or to research (and whether that research should be practical or abstract) was important in the development of modern colleges and universities. There was a great deal of argument over the virtues of research laboratories in industry, and over how much control companies should exert over the scientists working in their labs and over the direction of their ... ...an University, 178. 12. Lewis, Arrowsmith, 136. 13. Ibid., 280. 14. Frank Jewett qtd. in Kevles, The Physicists, 100. 15. George Wise, "Ionists in Industry: Physical Chemistry at General Electric, 1900 - 1915," Isis 74 (1983), 7. 16. Kevles, The Physicists, 99 - 100. 17. Ibid., 100. 18. David Noble, America By Design: Science, Technology and the Rise of Corporate Capitalism (Oxford: Oxford University Press, 1977), 112. Brackets as in the original. 19. Bruce, The Launching of Modern American Science, 141. 20. Frank Jewett qtd. in Noble, America By Design , 115. Ellipses as in the original. 21. Kevles, The Physicists, 25. 22. A. G. Bell & Hubbard qtd. in Ibid., 47. 23. Noble, America By Design, 112. Italics as in the original. 24. Lewis, Arrowsmith, 138. 25. Ibid., 409. 26. Hermann van Holst qtd. in Veysey, The Emergence of the American University, 150.

Morality & Ethics Essay

J. M. FINNIS: Rules made, in accordance with regulative legal rules, by a determinate and effective authority (itself identified and standard constituted as an institution by legal rules) for a ‘complete’ community, and buttressed by sanctions in accordance with the rule-guided stipulations of adjudicative institutions. [1] NATURALISTS ST. THOMAS AQUINAS: A rational ordering of things which concern the common good, promulgated by whoever is charged with the care of the community. [2] SOCIOLOGISTS ROSCOE POUND: Law is more than a set of abstract norms, it is also a process of balancing conflicting interests and securing the satisfaction of the maximum wants with the minimum of friction. [3] WHAT IS MORALITY? No single definition can be offered to describe what morality is, but in general morality can be understood as a rule prescribing between what is wrong and what is wrong. It could also mean a value of the acceptable and unacceptable norm of a given society. Some reserve terms moral and immoral only for the realm of sexuality and use the words ethical and unethical instead of the word moral when discussing how the business and professional communities should behave towards their members or toward the public. [4] RELATIONSHIP BETWEEN LAW AND MORALITY 1. The existence of unjust laws proves that morality and law are not identical and do not coincide. 2. The existence of laws that serve to defend basic values, law and morality can work together. 3. Laws can state what overt offenses count as wrong and punishable. 4. Laws govern conduct at least partly through fear of punishment. 5. Morality can influence the law in the sense that it can provide the reason for making whole groups of immoral elections illegal. 6. Law can be a public expression of morality which codifies in a public way the basic principles of conduct which a society accepts. [5] PUBLIC PROSECUTOR v MOHD ROMZAN BIN RAMLI[6] BRIEF EXPLANATION ON THE CASE: Mohd Romzan bin Ramli was charged under the offence of incest under the provision of section 376A of the Penal Code- a person is said to commit incest if he or she has sexual intercourse with another person whose relationship to him or her is such that he or she is prohibited, under the law, religion, custom or usage applicable to him or her, to marry that person; and was sentenced to six years of imprisonment and one stroke of rotan under section 376B(1)- punish with imprisonment between 6 to 20 years and whipping; of the same Code. The accused had committed the crime in between early January 2006 to 26th May 2006 in a room at his house in Kulai, Johor Bharu, Johor. To an 11-year old girl, Nurul Atikah bte Abdul Kadir, which is also his stepdaughter. In 2006, the girl was forced to undress by the accused and was disturbed sexually by him. He had done the disturbance to her several times. In addition, he threatened her not to tell anyone and had beaten her. Father of the victim, lodged a police report after he had noticed changes in his daughter after he had picked her from his ex-wife’s home. After medical check-ups were done by the doctor, the victim suffered from injuries in her private part and was treated by a psychologist. The accused pleaded guilty in front of the judge,Zawawi Salleh in the High Court of Johor Bharu, prosecuted by the Deputy Public Prosecutor, Husmin Hussin (Johor, State Legal Advisor Office). However, his sentences was changed to eleven years of imprisonment and three strokes of rotan, after the case was appealed to the High Court Of Johor Bharu from the Sessions Court Johor Bharu. The sentences were changed as it was unfair to the victim by taking her trauma and injuries into account and the public views about this case. OPINION/CONCLUSION In my opinion, the action of appealing the judgement made by the Sessions Court of Johor Bharu was a just and fair decision. Six years of imprisonment with one stroke of rattan is too little compared to the crime. According to John Austin, he defines law as a command given by a sovereign who may be a King, council or parliament. Such a command in his view is backed by coercion so that any person who violates the law, suffer the pain provided by law. [7] The accused needs to be punished for what he had done to the victim. The victim was just a little, innocent girl compared to him whose already old enough to think about right and wrong. Secondly, punishments for committed crimes are not only to punish the criminals, it is also as a deterrence to the public to not commit the same crime as they will be punished in accordance with the law too. Six years imprisonment and one stroke of rattan are not sufficient enough to deter the crime. As John Austin stated on why do we have to obey the law? It is because of the fear of sanction. Austin view is the fear by which the law, by its coercive power, strikes in the heart of the people is what makes people obey the law. If we remove the element of fear from the law, it would not be obeyed as there would be no deterrence. In other words, if a law is made without sanction, it would be disobeyed. [8] Lastly, after the High Court Judge of Johor Bharu sentenced the accused to eleven years of imprisonment and three strokes of rattan, only then, the justice can be seen. Bentham refers justice as maximum happiness of maximum number of people. [9] The public’s views on the case are also need to be considered. Minimum sentences given could cause an uproar in the society. Even Hart mentioned that justice is a shared concept; everybody wants justice seen and done. This is also supported by the aim of having law is to maintain peace and harmony. ———————– [1] M. D. A Freeman, Lloyd’s Introduction to Jurisprudence, page 178. [2] M. D. A Freeman, Lloyd’s Introduction to Jurisprudence, page 143. [3] Hari Chand, Modern Jurisprudence, 1994, International Law Book Services, Kuala Lumpur, page 205. [4] Jacques T. Ethics Theory and Practice, (5th ed. ). New Jersey: Prentice Hall, (1995): 3. [5] Basic Observations on Law and Morality. 10 September 2001. Web. 13 August 2012. [6] â€Å"Public Prosecutor v Mohd Romzan bin Ramli. † Malayan Law Journal, 22nd January 2012. Web. 13th August 2012. . [7] Hari Chand, Modern Jurisprudence, page 72,80,81. [8] Hari Chand, Modern Jurisprudence, page 74. [9] â€Å"Jeremy Bentham. † N. p. Web. 14th August 2012. .

Content Writing Work from Home to Earn Your Daily Bread Effortlessly

The matter of money is always of great importance, and different categories of people in the social hierarchy require them to satisfy different needs. Of course, students also have a great need for money. At the same time, they are obliged to study well. Yet, there is a way out. They can work from home. Such option provides them with multiple capabilities. The best one is the combination of studying and working processes. Let’s take a bit closer look at the great advantages of working from home. Content writing work from home. Students may find a perfect balance between studying and working. During the daytime, they should attend classes and fulfill different assignments. After they are through with all their academic duties, they may start working from home online. One of the most popular and attractive job offers is to write varied content at freelance agencies. The improvement of writing skills. If choosing the freelance offer, you will be able to stimulate your writing skills. You learn a lot of useful tips on how to write faster and how to improve the quality of your papers. In addition, you will be dealing with different subjects and topics. This will help you enrich your experience and knowledge. Time. A remote job will provide you with additional time. You will not have to waste it on going to an office, factory or any other place of work. Thus, you may spend more time with your closest people or undertake your hobbies. Besides, you will avoid traffic and save money because there would be no need for getting to your job. Money. Of course, each job is paid. Thanks to a remote job at home, you will increase your budget, which is so important. You will become a more independent person in young age, as you will be earning on your own. Less stressful environment. Work from home will remove your stress that can happen due to possible difficulties at the office. You will work whenever it’s suitable for you. There will be nobody who would force you to fulfill some duties when you don’t want to do this. A quieter atmosphere. You will stay home, which means that there will be fewer distractions. You will remain in a familiar occupation and other things or people will not disturb and annoy you. Such kinds of jobs give an opportunity to prosper in a friendly environment. As you can see, working from home has multiple benefits. You will earn money right at home. You will not be bothered with strict rules at a common work and will avoid stress. Additionally, each student can improve his/her learning skills. It is possible to learn some effective writing and reading techniques. One may find dependable informative resources, which can be, likewise, used for the performance of different academic assignments. You only have to schedule your day to cope with both studying and working.