Marketing Success Through Differentiation free essay sample

Marketing success through differentiationof anything Any product oi service can he differentiated, even the commodity that seems to differ from competitors offerings only in price Theodore Levitt On television we see product differentiation all the time, whether the subject of the commercial is a distinguishable good like an automobile or an indistinguishable good like laundry detergent. These are packaged products. How does the marketer differentiate a so-called commodity like isopropyl alcohol, strip steel, commercial bank services, or even legal counsel?The author describes the attributes of products that give the marketer opportunity to win the customer from the competition and, having won him, to keep him. Finally, the author describes the alert, imaginative state of mind that characterizes good management of product differentiation. The way in which the manager operates becomes an extension of product differentiation, he says. Mr. Levitt is the Edward W. Carter Professor of Business Administration at the Harvard Business . We will write a custom essay sample on Marketing Success Through Differentiation or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page School and head of the marketing area of instruction there. His articles inHBR, which number nearly two dozen, include the well-known Marketing Myopia (published in i960 and reprinted as an HBR Classic in September-October 1975) and Marketing When Things Change (November-December 1977). His most recent book is Marketing foi Business Growth (McGraw-Hill, 1974)- There is no such thing as a commodity. All goods and services are diflferentiable. Though the usual presumption is that this is more true of consumer goods than of industrial goods and services, the opposite is the actual case. In the marketplace, differentiation is everywhere.Everybody-producer, fabricator, seller, broker, agent, merchant—tries constantly to distinguish his offering from all others. This is true even of those who produce and deal in primary metals, grains, chemicals, plastics, and money. Fabricators of consumer and industrial goods seek competitive distinction via product features—some visually or measurably identifiable, some cosmetically implied, and some rhetorically claimed by reference to real or suggested hidden attributes that promise results or values different from those of competitors products.So too with consumer and industrial services— what I call, to be accurate, intangibles. On the commodities exchanges, for example, dealers in metals, grains, and pork bellies trade in totally undifferentiated generic products. But what they sell is the claimed distinction of their execution—the efficiency of their transactions in thir clients behalf, their resp onsiveness to inquiries, the clarity and speed of their confirmations, and the like. In short, the offered product is differentiated, though the generic product is identical.When the generic product is undifferentiated, the offered product makes the difference in getting customers and the delivered product in keeping them. When the knowledgeable senior partner of a wellknown Chicago brokerage firm appeared at a New York City bank in a tight-fitting, lime green polyester suit and Gucci shoes to solicit business in financial instrument futures, the outcome was predictably 84 Harvard Business Review January-February 1980 poor. The unintended offering implied by his sartorial appearance contradicted the intended offering of his carefully prepared presentation.No wonder that Thomas Watson the elder insisted so uncompromisingly that his salesmen be attired in their famous IBM uniforms. While clothes may not make the man, they may help make the sale. The usual presumption about so-called undifferentiated commodities is that they are exceedingly price sensitive. A fractionally lower price gets the business. That is seldom true except in the imagined world of economics textbooks. In the actual world of markets, nothing is exempt from other considerations, even when price competition rages.During periods of sustained surplus, excess capacity, and unrelieved price war, when the attention of all seems riveted on nothing save price, it is precisely because price is visible and measurable, and potentially devastating in its effects, that price deflects attention from the possibilities of extricating the product from ravaging price competition. These possibilities, even in the short run, are not confined simply to nonprice competition, such as harder personal selling, intensified advertising, or whats loosely called more or better services. To see fully what these possibilities are, it is useful first to examine what exactly a product is. Whats a product? Products are almost always combinations of the tangible and the intangible. An automobile is not simply a machine for movement visibly or measurably differentiated by design, size, color, options, horsepower, or miles per gallon. It is also a complex symbol denoting status, taste, rank, achievement, aspiration, and (these days) being smart—that is, buying fuel economy rather than display.

Yellowcake Essay Example

Yellowcake Essay Example Yellowcake Essay Yellowcake Essay Book Review Yellowcake I really enjoyed this book miellowcake by Ann Cummins. The beginning was hard to get involved with but past the first few chapters I found myself wanting to know what happens next. She really described the characters well. My favorite was Sam because he reminded me of my own dad. He was a free spirited man with his own agenda. This book takes place here in the four corner region and I was born and raised here. Which had the effect of feeling involved with the characters and their families. Ann Cummins had Navajo culture introduced through the Atcitty family. Reading the book, Cummins had great descriptions of the surroundings. I spent a lot of time this past summer at Morgan lake, and I was excited to read the part when Becky and her friend where there too. I again felt as if I was there with them in the story. I felt the purpose of her story was to tell the daily struggle of life these two families had to ncounter. For example, Ryland had a struggle with his sickness and how I affected him and his family. The constant worry if he was able to be a part of his owns daughters wedding or not. Beckys struggle with the passing of her dad, Woody. She knew it was coming for a long time, but she couldnt imagine a life without him. I believe she did a wonderful Job in the details of her story, but upset with the ending. It kind of left me hanging in what was going to happen next.

The Execution of Stoddart and Conolly in Bukhara

The Execution of Stoddart and Conolly in Bukhara Two gaunt, ragged men kneeled beside the graves they had just dug in the square before Bukharas Ark Fortress. Their hands were bound behind their backs, and their hair and beards crawled with lice. In front of a small crowd, the Emir of Bukhara, Nasrullah Khan, gave the signal. A sword flashed in the sun, severing the head of Colonel Charles Stoddart of the British East India Company (BEI). The sword fell a second time, decapitating Stoddarts would-be rescuer, Captain Arthur Conolly of the BEIs Sixth Bengal Light Cavalry. With these two strokes, Nasrullah Khan ended Stoddart and Conollys roles in The Great Game, a term that Conolly himself coined to describe the competition between Britain and Russia for influence in Central Asia. But the Emir could not have known that his actions in 1842 would help shape the fate of his entire region well into the twentieth century. Charles Stoddart and the Emir Colonel Charles Stoddart arrived in Bukhara (now in Uzbekistan) on December 17, 1838, sent to try to arrange an alliance between Nasrullah Khan and the British East India Company against the Russian Empire, which was expanding its influence south. Russia had its eye on the khanates of Khiva, Bukhara, and Khokand, all important cities along the ancient Silk Road. From there, Russia could threaten Britains hold on its crown jewel - British India. Unfortunately for the BEI and especially for Colonel Stoddart, he offended Nasrullah Khan constantly from the moment he arrived. In Bukhara, it was customary for visiting dignitaries to dismount, lead their horses into the square or leave them with servants outside, and bow before the Emir. Stoddart instead followed British military protocol, which called for him to remain seated on his horse and salute the Emir from the saddle. Nasrullah Khan reportedly stared pointedly at Stoddart for some time after this salute  and then stalked off without a word. The Bug Pit Ever the supremely self-confident representative of imperial Britain, Colonel Stoddart continued to commit gaffe after gaffe during his audiences with the Emir. Finally, Nasrullah Khan could bear the affronts to his dignity no more and had Stoddart thrown into the Bug Pit - a vermin-infested dungeon under the Ark Fortress. Months and months went by, and despite the desperate notes that Stoddarts accomplices smuggled out of the pit for him, notes that made their way to Stoddarts colleagues in India as well as his family in England, no sign of a rescue appeared. Finally, one day the citys official executioner climbed down into the pit with orders to behead Stoddart on the spot unless he converted to Islam. In desperation, Stoddart agreed. Pleasantly surprised by this concession, the Emir had Stoddart brought out of the pit and placed into a much more comfortable house arrest in the chief of polices home. During this period, Stoddart met with the Emir on several occasions, and Nasrullah Khan began to consider allying himself with the British against the Russians. Arthur Conolly to the Rescue Busy propping up an unpopular puppet ruler in Afghanistan, the British East India Company had neither the troops nor the will to launch a military force into Bukhara and rescue Colonel Stoddart. The Home Government in London also had no attention to spare a lone imprisoned emissary, since it was embroiled in the First Opium War against Qing China. The rescue mission, which arrived in November of 1841, ended up being just one man - Captain Arthur Conolly of the cavalry. Conolly was an evangelical Protestant from Dublin, whose stated goals were to unite Central Asia under British rule, Christianize the region, and abolish the slave trade. A year earlier, he had set out for Khiva on a mission to convince the Khan to stop trading slaves; trade in Russian captives gave St. Petersburg a potential excuse for conquering the khanate, which would disadvantage the British. The Khan received Conolly politely but was not interested in his message. Conolly moved on to Khokand, with the same result. While there, he received a letter from Stoddart, who was just under house arrest at that particular time, stating that the Emir of Bukhara was interested in Conollys message. Neither Briton knew that Nasrullah Khan was really using Stoddart to lay a trap for Conolly. Despite a warning from the Khan of Khokand about his treacherous neighbor, Conolly set out to try to free Stoddart. Incarceration The Emir of Bukhara initially treated Conolly well, although the BEI captain was shocked at the emaciated and haggard appearance of his fellow countryman, Colonel Stoddart. When Nasrullah Khan realized, however, that Conolly did not bring a reply from Queen Victoria to his own earlier letter, he grew enraged. The Britons situation grew even more dire after January 5, 1842, when Afghan militants massacred the BEIs Kabul garrison during the First Anglo-Afghan War. Just one British doctor escaped death or capture, returning to India to tell the story. Nasrullah immediately lost all interest in aligning Bukhara with the British. He tossed Stoddart and Conolly into prison - a regular cell this time, though, rather than the pit. Execution of Stoddart and Conolly On June 17, 1842, Nasrullah Khan ordered Stoddart and Conolly brought to the square in front of the Ark Fortress. The crowd stood quietly while the two men dug their own graves. Then their hands were tied behind them, and the executioner forced them to kneel. Colonel Stoddart called out that the Emir was a tyrant. The executioner sliced off his head. The executioner offered Conolly the chance to convert to Islam in order to save his own life, but the evangelical Conolly refused. He too was beheaded. Stoddart was 36 years old; Conolly was 34. Aftermath When word of Stoddart and Conollys fate reached the British press, it rushed to lionize the men. The papers praised Stoddart for his sense of honor and duty, as well as his fiery temper (hardly a recommendation for diplomatic work), and emphasized Conollys deeply-held Christian faith. Outraged that the ruler of an obscure Central Asian city-state would dare execute these sons of the British Empire, the public called for a punitive mission against Bukhara, but the military and political authorities had no interest in such a move. The two officers deaths went unavenged. In the longer term, the British lack of interest in pushing their line of control into what is now Uzbekistan had a profound effect on the history of Central Asia. Over the next forty years, Russia subdued the entire area that is now Kazakhstan, Turkmenistan, Uzbekistan, Kyrgyzstan, and Tajikistan. Central Asia would remain under Russian control until the fall of the Soviet Union in 1991. Sources Hopkirk, Peter. The Great Game: On Secret Service in High Asia, Oxford: Oxford University Press, 2001. Lee, Jonathan. The Ancient Supremacy: Bukhara, Afghanistan, and the Battle for Balkh, 1731-1901, Leiden: BRILL, 1996. Van Gorder, Christian. Muslim-Christian Relations in Central Asia, New York: Taylor Francis US, 2008. Wolff, Joseph. Narrative of a Mission to Bokhara: In the Years 1843-1845, Volume I, London: J.W. Parker, 1845.

Public Policies Term Paper Example | Topics and Well Written Essays - 1000 words

Public Policies - Term Paper Example These people feel threatened by the public interest groups that jockey for room and influence. However, there are others who believe that these groups prove that America is a vibrant democracy. This latter opinion makes much more sense and will be explored in the course of this essay. America has a truly brilliant political system. Each person has one vote. But by organizing together, groups of people can have a larger impact on the system. For example, people who enjoy owning guns for recreational purposes such as hunting can join together to be members of the NRA. There are millions of people who have done so. This is an issue that is important to them. When a politician suggests that the law should be changed to make possessing guns more dangerous, these millions of NRA members have an effective way of championing their position. Likewise, those who want more gun control are free to organize to present the opposite point of view. The debate will presumably happen in public. The representatives can choose a position and can allow the voters to ratify his or her decision at the next election. That is how democracy works. There is nothing broken about lobbying. As Anderson explains in his book, there are a number of different types of interest groups. Some are professional, some are ad hoc. Some are interested in a single issue, others have multiple interests. Some think tanks provide constant pressure on political issues (Anderson, 64). Others groups are collections of professional activists (Anderson, 72). In all of these forms, these groups contribute to our democracy. One of the transformative decisions of the Supreme Court in recent years regarding interest groups is the Citizens United decision which overturned the campaign financing laws. In the past groups could not spend very much money promoting a candidate during an election period. The Court felt that this was an assault on freedom of expression and overturned the law. In

Sustaining engagement in adolescents before disengagements Essay

Sustaining engagement in adolescents before disengagements - Essay Example Plans that best interest them. Identify their areas if interest- what are their hobbies, talents, dreams, aspirations, as well as ideas of how best to help them. Establish effective communication by incorporating modern technology. The communication channel should not only he seen as formal and vertical but also open and horizontal. Be honest, interactive as much as possible and open to new ideas. Invite feedback, suggestions as well as input into programs. . Use of modern technology not only helps in bridging the age gap but also creates an intimate bond. Incorporate their ideas in implementing changes. Lastly establish a friendly environment based on trust and mutual respect. Involve the adolescent by identifying the progress also the failures if any. Use of incentives. Build in incentives that require self-motivation, skill, and leadership. However since not all adolescents have the same capacity the reward scheme should be tailored according to the different abilities. Discuss in an honest manner, offer advice when needed and offer opportunity and space for growth. Adolescents when encouraged and given a good channel of interaction show much progress and development both mentally and

Bus reservation Essay Example for Free

Bus reservation Essay The purpose of this report is to explain detailed description of Bus Reservation System. It will explain the aim of the project, the limitations of the system, interfaces of the system, what the project will do, what kind of future works may be done. 1. 2 Maintenance An accredited bus operator may demonstrate compliance with this requirement by: †¢ accessing manufacturer’s specifications and/or any other reference material deemed appropriate for the age, make and model of the buses in the accredited bus operator’s fleet †¢ developing and implementing service schedules 1. 3 Objectives This project is based on a scenario. In this scenario, customer wants to know bus services with their time and date when he decided to travel. He can do this by a phone call or going to agency. In both situations, he will meet the employee who work at the agency and get information about services, its departure time, departure date, destination time, suitable seats etc. If he decides to reserve a ticket, then employee will take some personnel information from customer and will reserve a seat that customer selected. Travelling is a large growing business in Turkey and other countries also. It becomes very difficult to keep bus services records and customer information. Our project will be useful in the Bus Reservation System. This project’s aim is to satisfy a facility to reserve seats, cancellation of seats and different types of enquiry like seat status, service enquiry and service time. 1. 4 Limitations This project has some limitations. Firstly, services are only between Laoag-Manila and Manila-Laoag. Secondly, each day there are three services for each direction at 9. 00 am, 1. 00 pm and 8. 00 pm. Thirdly, ticket can be reserved by an employee who works at the agency. Namely; customer cannot reserve a ticket. Finally, man and woman cannot seat side by side if they do not know each other. 1. 5 Problem Customers have to go to the counter to buy bus ticket or ask for bus schedule. Customers need to pay cash when they buy bus tickets and sometimes needs to queue up for hours to get bus tickets. Besides that, customers are also not allowed to buy bus tickets through telephone because the bus companys telephone line is always busy. II. Flowchart III. Screenshots This shows the title of our system which is the Reservation System. As we can see we put the name of the programmer. Then press any key to continue the program. This data shows to fix the first few errors or warnings, since they may be causing all the rest. A compiler warning indicates youve done something bad, but not something that will prevent the code from being compiled. You should fix whatever causes warnings since they often lead to other problems that will not be so easy to find. Compiler messages usually list the file and line number where a problem occurs. Nonetheless, errors often occur on the lines prior to what the error message lists. Especially check the line immediately preceding where the error message indicates. Finally, note that some compilers may choose to call something an error while others may just call it a warning or not complain at all. As we can see we have no warnings and errors. After the welcome form then system opens the login form. Here user has to enter valid user id and password. There are shown as below.. This shows the main menu where you can choose your reservation. This shows the different choices of bus, we have deluxe, air-conditioned bus and ordinary bus. You can also choose the time you want.

Down Syndrome Essays -- essays research papers

Sometimes when meiosis ( the division of reproductive cells ) occurs, chromosomes may be lost, left behind, or too many may be passed on, resulting in the birth of a child with a genetic or congenital defect or disease. One of the most common of these genetic disorders is Down syndrome. This disorder takes its name from Dr. Langdon Down, who was the first to describe it formally, in 1866. Down syndrome is a condition marked by abnormal physical and mental development that is caused by a genetic defect. This genetic defect is caused by an extra chromosome. People born with Down syndrome have 47 chromosomes compared to the normal amount of 46, 23 chromosomes inherited from each parent. This extra chromosome originates more often in the mother's egg than the father's sperm. Chromosomes are individual, large DNA molecules in a cell nucleus. They contain the genes along with structures that hold the DNA and aid it in expressing heredity by orchestrating cellular operations. Down syndrome is one of the most common chromosomal abnormalities, occurring in about 1 out of 800 births. However, the frequency of the disorder varies greatly according to the age of the mother. For women in their twenties the rate is 1 in 2,000 but it rises steeply to 1 in 100 by the time a woman reaches 40. Down syndrome is usually recognized soon after birth because of characteristic facial features such as a flattened nose, upward slanting of the eyes, a large tongue that often protrudes from a smal... Down Syndrome Essays -- essays research papers Sometimes when meiosis ( the division of reproductive cells ) occurs, chromosomes may be lost, left behind, or too many may be passed on, resulting in the birth of a child with a genetic or congenital defect or disease. One of the most common of these genetic disorders is Down syndrome. This disorder takes its name from Dr. Langdon Down, who was the first to describe it formally, in 1866. Down syndrome is a condition marked by abnormal physical and mental development that is caused by a genetic defect. This genetic defect is caused by an extra chromosome. People born with Down syndrome have 47 chromosomes compared to the normal amount of 46, 23 chromosomes inherited from each parent. This extra chromosome originates more often in the mother's egg than the father's sperm. Chromosomes are individual, large DNA molecules in a cell nucleus. They contain the genes along with structures that hold the DNA and aid it in expressing heredity by orchestrating cellular operations. Down syndrome is one of the most common chromosomal abnormalities, occurring in about 1 out of 800 births. However, the frequency of the disorder varies greatly according to the age of the mother. For women in their twenties the rate is 1 in 2,000 but it rises steeply to 1 in 100 by the time a woman reaches 40. Down syndrome is usually recognized soon after birth because of characteristic facial features such as a flattened nose, upward slanting of the eyes, a large tongue that often protrudes from a smal...