market segmentation - 1426 Words

MOUNTAIN DEW Introduction Mountain Dew (also known as Mtn Dew as of late 2008) is a soft drink distributed and manufactured by PepsiCo. The main formula was invented in Knoxville, Tennessee, named and first marketed in Knoxville and Johnson City, TN in the 1940s, then by Barney and Ally Hartman, in Fayetteville, North Carolina and across the United States in 1964.When removed from its characteristic green bottle, Mountain Dew is bright yellow-green and translucent. As of 2007, Mountain Dew was the fourth-best-selling carbonated soft drink in the United States, behind only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet Mountain Dew ranked ninth in sales in the same year. In the early 1950s the formula of Mountain Dew was†¦show more content†¦USE-RELATED SEGMENTATION Use rate: Mountain dew has light users because it is new in market and has a unique flavor as compared to coke and Pepsi. Awareness status: Mountain Dew is targeting young generation so that’s why it has enthusiastic users because mostly customers are looking for new and unique flavor. Brand Loyalty: Mountain dew has some loyal customers because it has many senior competitors like coke, Fanta, Pepsi etc USE-SITUATION SEGMENTATION Time: rush Objective: personal people use dew personally as they think it as an energy drink, which makes you more motivated and active. Person: self, friends BENEFIT-SEGMENTATION Mountain dew provides targets its market segmentation on basis of convenience sampling system people can take Mountain dew where ever they want like in ads they go for hiking on mountains, they go for motor boat racing etc. HYBRID SEGMENTATION Mountain Dew use Psychographic-demographic segmentation in hybrid segmentation scheme. Company aware the people about the product by advertising its campaigns on media. McDONALDS INTRODUCTION McDonald s Corporation is the world s largest chain of hamburger fast food restaurants, serving nearly 47 million customers daily. At one time it was the largest global restaurant chain, but it has since been surpassed by multi-brand operator Yum! Brands (KFC, Taco Bell and others) and sandwich chainShow MoreRelatedMarket Segmentation5474 Words   |  22 PagesSegmentation Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and who demonstrate similar buyer behavior. The world is made up from billions of buyers with their own sets of needs and behavior. Segmentation aims to match groups of purchasers with the same set of needs and buyer behavior. Such a group is known as a segment. Think of you r market as an orange, with a series of connected but distinctive segments, each with their own profileRead MoreRediscovering Market Segmentation966 Words   |  4 Pagesto the true purpose of Market Segmentation – â€Å"Discovering Customers whose behaviors can be changed or whose needs are not being met†. Through analysis the authors describe how the Segmentation, if properly applied, would guide companies in tailoring their products services to the groups most likely to purchase them. Good segmentations identify the groups most worth pursuing – The Underserved, the dissatisfied an d those likely to make first time purchase. Good Segmentations are â€Å"Dynamic† in the senseRead MoreSegmentation and Target Market Paper.1887 Words   |  8 Pagesï » ¿MARKET SEGMENTATION Write a white paper on a company of your choice and discuss the market segmentation within that industry along with the target market for the company and the selection process for that target market.   Required  Elements: No more than 2100 words Include demographic, psychographic, geographic, and behavioral characteristics for the selected company. A positioning statement for the company with careful consideration of their brand and strategy Paper is consistent with APA guidelinesRead MoreConcept of Market Segmentation, Targeting and Positioning. Market Segmentation apply on Hotel and Personal Computer.1978 Words   |  8 PagesMarket Segmentation Market Segmentation means breaking down the total market into self contained and relatively homogeneous subgroups of customers, each possessing its own special requirements and characteristics. This enables the company to modify its output, advertising messages and promotional methods to correspond to the needs of particular segments. Accurate segmentation allows the firm to pinpoint selling opportunities and to tailors its marketing activities to satisfy on consumer needs.Read MoreDescription And How Segmented Market Segmentation3538 Words   |  15 PagesDescription/How Segmented Market Segmentation Market segmentation is a strategy that involves breaking down a business’s current target market into smaller subsets in order to establish a more defined set of market categories. It is important to first look at the tools available to assist with segmenting the market prior to beginning your segmentation. These tools include the following: Characteristics of Buyers The typical consumer of precision machined parts includes distributors, originalRead MoreDescription And How Segmented Market Segmentation3538 Words   |  15 PagesDescription/How Segmented Market Segmentation Market segmentation is a strategy that involves breaking down a business’s current target market into smaller subsets in order to establish a more defined set of market categories. It is important to first look at the tools available to assist with segmenting the market prior to beginning your segmentation. These tools include the following: Characteristics of Buyers The typical consumer of precision machined parts includes distributors, originalRead MoreSegmentation Target Market Paper - Mkt/5711117 Words   |  5 PagesSegmentation and Target Market MKT/571 August 26, 2013 Meraj Khan Segmentation and Target Market Target Market, Segmentation and Positioning of McDonald’s McDonald’s is a fast food giant and is one of the best known burger chains in the world. McDonald’s builds its brand equity by listening to its customers and continually adjusting its communication and marketing methods. Because McDonald’s faces stiff competition around the world from other fast food chains it must continually adapt.Read MoreA Study of Market Segmentation for Uk Frozen Food Industry7118 Words   |  29 PagesA Study Of Market Segmentation For UK Frozen Food Industry Abstract The objectives of this study are to perform market segmentation for a SME in the frozen food sector. The study could form a basis of segmentation framework for a SME like Eden Farm, the framework once developed from academic literature would help to undertake a market segmentation in the frozen food industry with relevant segmentation criteria which would form a basis of targetingRead MoreHow Does Market Segmentation Differ From Target Marketing?905 Words   |  4 Pages1. How does market segmentation differ from target marketing? Market segmentation is the first step marketers take in order to design a customer-driven marketing strategy. This steps consist of dividing the market taking into account different criteria to do it. In other words, marketers have to consider characteristics and the different needs that customer might have. This step helps marketers to determine what products buyers might require. After doing this, once marketers have all the informationRead MoreSegmentation And Target Market Analysis1485 Words   |  6 PagesSegmentation and Target Market Paper The fundamental component of Market segmentation is a market-based strategy. Market segmentation strategies are generally used to identify and further define the target customers, and provide supporting data for marketing plan elements such as positioning to achieve certain marketing plan objectives. Businesses may grow product differentiation strategies, or an indistinguishable approach, concerning specific products or product lines subjectable to the specific

Dysfunctional Relationships in E. M. Forester´s A Room...

Throughout history, both in English literature and in real life, human relationships have been shown to be fragile. Many relationships fall apart because people take them for granted. They don’t realize the effect of their actions, therefore destroying the relationship due to their ignorance. This belief is demonstrated E.M. Forester’s novel, A Room with a View. The novel presents the ideology that close human relationships become dysfunctional in the presence of controlling behaviour, attempts to modify one another’s personality, and a lack of mutual respect. Firstly, the novel implies that controlling behaviour in a relationship is destructive to the bond shared between the two people. This is seen through the relationship of two lovers, Cecil and Lucy. Cecil treats Lucy like a â€Å"Leonardo† (115). This simile implies that Cecil thinks of Lucy as a treasurable object, rather than his companion. This leads him to think of her as breakable, thus restricting her behaviour. Eventually, Lucy breaks up with Cecil because she feels â€Å"stifled† (198). Controlling behaviour is also seen to be destructive through the relationship of Charlotte and Lucy, two cousins. The novel starts off with Lucy pitying Charlotte, thus showing her immense care for her cousin. However, as Charlotte begins to restrict Lucy’s behaviour as seen when she cuts Lucy off several times, while speaking and ultimately never lets her speak to other guests at the pension. Charlotte’s dominance over Lucy furthers toShow MoreRelatedManaging Info rmation Technology (7th Edition)239873 Words   |  960 PagesIntelligence at Continental Airlines CASE STUDY II-3 Norfolk Southern Railway: The Business Intelligence Journey CASE STUDY II-4 Mining Data to Increase State Tax Revenues in California CASE STUDY II-5 The Cliptomaniaâ„ ¢ Web Store: An E-Tailing Start-up Survival Story CASE STUDY II-6 Rock Island Chocolate Company, Inc.: Building a Social Networking Strategy CASE STUDY III-1 Managing a Systems Development Project at Consumer and Industrial Products, Inc. CASE STUDY III-2

The Nursing Profession Free Essays

Introduction The definition nursing varies from one country to another. However, the international Council of Nurses defines nursing as a profession that covers autonomous and collaborative care of individuals of all communities, families, ages, groups, sick or well in all settings (Carol Dawn, 2011). In a broader perspective, it includes promotion of health, care for the sick, disabled and prevention of illnesses. We will write a custom essay sample on The Nursing Profession or any similar topic only for you Order Now Professionals have labeled it as more of a calling than a profession because it involves intensive care giving, sometimes in extreme conditions. The role of nurses in the contemporary society has evolved from the medieval years, as they are considered primary care givers. Nurses are trained professionally in different areas of medicine. However, recent trends in nursing have welcomed specialization in nursing attributed to the complexities in the medical profession (Carol Dawn, 2011). Apparently, advanced training is required to ensure nurses are competent as they deal with people and their lives. Academic qualification for nursing An article by Ipek C. G. Kasikci (2011) reveals that practitioners of nursing must depict compassion and empathy because nursing entails more than just care giving. Given the rigorous duties entrusted in the hands of nurses, they need to attain certain level of training. A strong educational background in health sciences goes a long way in securing admission in an institution of higher learning. Biology and human physiology are areas the one intending to pursue nursing must demonstrate proficiency. Mathematics is also an instrumental in the medical profession as it demonstrates ones analytical skills to deal with the rigorous field of medical sciences (Ipek Kasikci, 2011). I undertook training in emergency response and biological science. I believe this puts me in a uniquely qualified position to be considered for admission into a medical science program. Skills in nursing Undertaking a career in nursing is not an easy task, as it involves long hours of commitment and sacrifice. Learning how to deal with diversified cases requires individual commitment and enthusiasm. However, being passionate about nursing can immensely be rewarding and satisfying. Apart from the long career and voluminous course works, learning how to handle and deal with people is part of the nursing profession. Nurses encounter people from all occupations, and not all of these people will be nice always (Ipek Kasikci, 2011). The situation is worse to the extent that some doctors look down on nurses as their inferior colleagues while some patients can be insufferable. Given the amount of work nurses do, incorporation by patients and doctors can be extremely essential in motivating and providing them with the much-needed moral support. As a result, nurses must exhibit skills of corporation and commitment toward their jobs (Hiscott, 1998). Consequently, nursing requires an individual’s full commitment to the job. Nurses work in shifts that allow maximum output. At times, the job requires long hours of work, meaning that one can go hours without food or days without sleep just to save a life. This may lead to fatigue that may result in costly mistakes. Based on this aspect, it is important that nurses develop teamwork skills to enable them work in teams (Harrison Journeaux, 2011). Teamwork is not an easy task as there are different people in the team with different characters and personalities. Being able to work together and delegate duties to colleagues helps in the smooth running of operations in health institutions. Matching these skills to my profession, I believe I am an ambitious, reliable and hardworking individual, looking for a challenging position. I possess the ability to work on own initiative with minimum supervision, but also enjoy working in a team. I have the ability to manage projects effective ly and work well under pressure. How do you succeed at an interview? How did you hear of our programs I am an avid reader of educational content with a passion for nursing. I first got a referral from one of my tutors to review some work done by one of your institution’s scholars. Afterwards, I found out that your institution had a competent and widely recognized medical sciences department. How do you keep up with events and developments in medicine Through medical and current affairs publications, I am able to keep up to date on developments in the medical field. I use the internet regularly, which gives me access to all the information I may require. I follow works by some of the institution’s top scholars, as they are involved in groundbreaking researches in different areas of medicine. Given the wide professional area, what made you select nursing as your profession I believe I have a passion for medical science. I had an experience in taking care of my pregnant aunt, and working at various healthcare institutions such as Chase Farm Hospital. My success during these times made me realize that I am fulfilled by helping other people in need. The gratitude given to me by those I care for is enough to motivate me to give fulltime care to those who need it most. What unique qualities do you have that equip you for a career in nursing I believe I am best suited for a position in your nursing program, as I have the basic training in emergency response and care. I have exceptional academic grades in health sciences and mathematics, which will help in my training. Having taken care of old relatives and volunteering at the local teenage shelters, I have the required experience that will enable me prosper as a nursing student. I have a Midwifery HE Diploma and BA Honors in Marketing Management from the University of Westminster. What attracted you to this facility and what do you hope to achieve in this position I was attracted to this facility by the innovative work done by people affiliated to this institution. I hope to get a nursing degree that will enable me to be a highly qualified caregiver. Where do you see yourself in three years In three years, I will have finished my nursing degree from this outstanding institution and on track for a prosperous nursing career. What was your most significant achievement to date My most significant achievement to date is taking part in a teenage pregnancy outreach program in an effort to reach young teenagers and young mothers. The program was aimed at empowering young mothers and pregnant teenagers. Have you ever handled a difficult patientHow did you handle the situation No, I have not, but in case I encounter one in the course of my duty, I would tolerantly ask the patient what the problem is before selecting that best way on how I can assist based on their response. In case I cannot address the concerns raised by the patient, I would consult with my immediate superior on the best course of action in relation to the patients concerns. How would you rate your communication level I believe I am an excellent listener who can communicate well with people since I have an open mind. I give people a chance to be heard and listen to their views. What can you do to motivate patients To motivate patients, I would always be positive and insightful. Inspiring patients to positive stories and having them smile will help in motivating a patient. Positive emotions means patients are optimistic and hopeful of their recovery. Given the nature of the profession, being positive should be a requirement for all nurses. References Campaign for normal birth: The royal college of midwives. Viewed 24 October 2012 from http://www.rcm.org.uk/college/campaigns-events/campaign-for-normal-birth/ Ipek C. G. Kasikci, M. 2011, Development of the Attitude Scale for Nursing Profession. International Journal of Nursing Practice, 17 (5): 518-24 Harrison, J. Journeaux, M. 2011, Promoting nursing and midwifery as a potential career for school leavers. Nursing Standard, 26 (9): 35-40 Carol H. Dawn R. 2011, What Is NursingExploring Theory and Practice. NY: SAGE, 2011 Hiscott, R. 1998, Career Paths of Nursing Professionals: A Study of Employment Mobility. NY: McGill-Queens How to cite The Nursing Profession, Essay examples

Corporate Social Responsibility and Society

Question: Discuss about the Corporate Social Responsibility and Society. Answer: Introduction This essay seeks to establish the relationship between morality and corporate social responsibility and how they affect corporate organizations. The essay also seeks to establish the extent to which corporations should engage in corporate social responsibility. There are increasing calls for corporations to be involved in activities of the people that affect its well being (Michalos Poff, 2013). The essay discusses the narrow and the broad views of the corporate social responsibility. I achieved the purpose of this essay by conducting research on various corporations` corporate social responsibility activities in the recent past. Research by authors in this field was reviewed in order to analyze their views and come up with conclusions. The findings of this study are that corporations should be held morally responsible for their actions and they should engage in corporate social responsibility. Can an organization be held morally responsible for its actions? That has been the question that has elicited a lot of debate and there are various arguments that have resulted from this debate. A case example of where the question of corporate moral responsibility was highly debated is the Gulf of Mexico oil spill by BP, an American oil company (Kolb, 2008). This was considered to be morally wrong. Under the American law, corporations are considered persons in law. The question now arises, are corporations moral persons? There is a common argument that only human beings can be morally responsible and so the actions of the corporation are the actions of individual members associated with that organization. This argument is based on the fact that corporations do not have the conscience to determine what is morally right or wrong. Only human beings do hence the people involved in the firm should bear responsibility on behalf of the organization. In the INSEAD (European Institute for Business Administration) ethics conference held recently the issue of moral responsibility for corporations brought about new arguments and ideas on this issue. According to Peter French, a professor of philosophy at Arizona State University who is a proponent of corporate moral theory, there is corporate diachronic moral responsibility. French says that the responsibility of the firm and individuals in the firm are not mutually exclusive. Both the firm and the managers in charge of the organizations can be morally responsib le for the actions of the organization (Brink, 2011). Professor Phillip Pettit of Laurence S.Rockerfeller University argues in support of corporate moral responsibility on a five key claim including the claim that a corporation is a conversable agent. He states that corporations make commitments through words and they are held responsible if they fail to fulfill what they promised. In this view, organizations have their own which is different from its members voice. Therefore both the corporations and the individuals involved in the moral wrong should be held responsible for their actions. Another important argument supporting corporate moral responsibility is that of Christian List of London School Of Economics. According to List, people are held morally responsible because they are intentional agents. Firms should therefore be held responsible where the following three joint necessary and sufficient conditions apply: The first condition is where there is a possibility to do something that is either right or wrong. The second condition is access to relevant information I.e. the person acting on behalf of the organization should be able to be able to make judgment based on the evidence available to them. The third condition is that the agent is in control of which option to choose (Fredrick,2007). There are also various arguments opposing moral responsibility for corporations. According to Manny Velasquez, corporations acts do not originate from the corporation but from the members of the corporation. This therefore means that the people who make decisions for the organization should be held morally responsible if the outcome of their decisions is undesirable. Ian Maitland, Professor of strategic management and entrepreneurship at The University of Minnesota also argues that the idea of corporate moral agency can lead to undesirable outcomes since the people in charge of the firm can be uncountable for their actions. The anthromorphism of corporations does not humanize the firm but actually it makes it inhuman he concludes( Ahner,2007). Corporate social responsibility can be defined as a form of self regulations by a corporation that is integrated in the model of the business of that firm. The organization monitors itself to ensure compliance with the law, ethical standards and international values and norms. Corporate social responsibility can happen in different ways such as philanthropy, economic involvement or even social activities geared toward improving humanity. The narrow view of corporate social responsibility argues against organizations showing corporate social responsibility and should focus solely on making profits. The broad view of corporate social responsibility is a view of role of the corporations. It argues that apart from the business main objective of making profits, the organizations also have a responsibility towards the communities where they operate and they should address the negative outcomes resulting from their operations (Vilcox Mohan, 2007). Arguments for the broad view of corporate social responsibility Social purpose This view of corporate responsibility argues that business cannot make decisions that are solely based from an economic point of view. This is because organizations exist within a society and hence they affect the people living around in one way or another. Businesses therefore have a responsibility towards the people who are involved in its activities. Corporations have a duty toward the employees, suppliers, shareholders the customers and the shareholder. The responsibility of the company towards the employee is to provide a safe and conducive working environment for its employee. Organizations should also conserve the environment in which they carry out their activities(Fernando, 2009). Corporations have power There exists a saying that great power comes with great responsibility. Since business organizations are large and have great power and influence, they have a responsibility towards the community. Corporations have economic, social and political power which they can use to help the society. The economic power of corporations is seen in the profits they make. Many corporations make very huge profits from their business operations and should use part of this proceeds to help the society. This can be done in very many ways including philanthropic work and many other different activities. The social power of organizations is the power of the organizations to influence the culture, norms and values of the people living and involved in it. The corporations should therefore strain towards influencing the culture and values of the people involved in a positive manner. The political responsibility o f the organizations towards the community should be to promote peace and understanding among t he people living in the society. According to this argument, an unwritten agreement between the society and businesses exists. Under this contract, it is the society that makes the rules and guidelines under which the organizations operate. The society also sets the responsibilities of the people living in it. This therefore calls for organizations to adhere to the rules and responsibilities that have been set by the society the moment they decide to operate in that community. Therefore, when the society is focused on ensuring sustainability, high quality life and environmental sustainability, the organizations should also do the same so as to adhere to the set rules and standards. This argument is based on Adam Smiths view that in a free market or society, organizations should be allowed to promote and spearhead their own economic self-interest and they will be guided by an invisible hand in doing so in order to promote the greater good. He argues that if organizations are forced to be involved in corporate social responsibility that will reduce their ability to meet the material needs of the society. This will in turn reduce their well being. Therefore, organizations should be left alone since they are not moral agents. Let the government do it The argument here is that its the responsibility of any government to regulate and set the behavior and standard of corporations and ensure ethical actions. Furthermore its the work of the government to perform the actions and activities that the corporations are expected to perform in the society. Corporations lack expertise According to this argument, the managers of corporations do not have the skills and expertise to set and ensure adherence to norms and values in the society. Corporations have only the expertise to make economic decisions that will affect its welfare. Therefore, organizations should not be involved in corporate social responsibility since they are not experts in them hence cant do it well(Weiss,2014). Materialization of the society According to this argument, if organizations are allowed to be involved in corporate social responsibility, they may use their power and influence to make the society commercial and materialistic. This will advance their profit objective instead of promoting humanity. The broad view is more appealing than the narrow view. This is seen especially in the shortcomings that are involved in the narrow view. The narrow view is not appropriate because, the organizations during Adam smith`s era are different from those that exists nowadays and therefore organizations should be involved in CSR. It is also difficult for the government to go round the country across all the organization controlling them and therefore the organizations should take up social responsibility (Mitchell,2009). Another argument against the narrow view is that people act morally even in areas that they are not experts in and therefore even organizations should do the same. Therefore from this argument the broad view is better than the narrow view. Kantian theory would support the broad view of corporate social responsibility due to the following reasons: According to Kant`s theory, the rightness or wrongness of our actions does not depend on consequences but on whether our duty is fulfilled. Kant believed in a supreme principle of morality which he referred to as The Categorical Imperative.. Kant believed that certain kinds of actions were not allowed at all even when they brought happiness to the person who does that action. An example of these actions is murder, theft or rape. Kant`s argue that before one does this actions he/she must ask themselves some two questions: Can anyone thinking rationally take the same action as about to take? Do my actions respect human goals or are they for my own personal benefit? If the answers to this questions are no, then we should not do that thing. That`s the basic outline of Kant ethics. (Brenkert Beauchamp,2010). The universal idea that supports the broad view of corporate social responsibility is that organizations should engage in social responsibility because the activities that they carry out affect the society. A rationale person should accept this law since business activities affects the people around them and so they should be able to benefit from it. A company that adopts corporate social responsibility is doing its duty. This is because since every person in the society has duties and responsibilities, so should organizations Corporate organization can engage in corporate social responsibility with a view of achieving their ultimate objective which is making profits. This is possible where organizations use the activities that they are involved in to attract more customers for their business. Since most customers feel a connection with a corporate organization that is concerned about their welfare, they will become loyal to the organization (Cory, 2002). This will eventually help the organization to achieve its objective of profit maximization. From the above discussions, the role of businesses in the society in which they operate cannot be underestimated. Corporations are increasingly involved in the social activities in many different ways. The discussion now is not on whether organizations should be involved in corporate social responsibility but to what extent should they be involved. Corporations are even donating more than 5% of their profits to fund social causes. Corporations are also increasingly concerned about environmental conservation and are adopting mechanisms to help protect the environment. Therefore corporations cannot exist without the society and therefore should involve themselves in social responsibilities as much as possible. Conclusion There is a very close relationship between the ethics that exist in a society and the businesses that operate in this society. Organizations should adhere to the rules and responsibilities that are set by the society. Businesses should be morally responsible for their actions. This is seen from the analysis of the theories and arguments discussed in this essay. When organizations are morally responsible for their actions they will take more responsibility towards protecting the welfare of the people who live around it. Therefore organizations should adopt Kant`s theory on ethics in order to fulfill their corporate social responsibilities. References Michalos, A. C., Poff, D. C. (2013). Citation classics from the Journal of business ethics: Celebrating the first thirty years of publication. Dordrecht: Springer. Kolb, R. W. (2008). Encyclopedia of business ethics and society. Thousand Oaks: Sage Publications. Sharp, D. J. (2006). Cases in business ethics. Thousand Oaks, Calif: Sage Publications. Brink, A. (2011). Corporate Governance and Business Ethics. Fredrick, R. (2007). A Companion to Business Ethics. Chichester: John Wiley Sons. De, G. R. T. (2010). Business ethics. Boston [u.a.: Prentice Hall. Ahner, E. C. (2007). Business ethics. New York: Orbis. Vilcox, M. W., Mohan, T. O. (2007). Contemporary issues in business ethics. New York: Nova Science Publishers. Cory, J. (2002). Activist Business Ethics. Boston, MA: Springer US. Brenkert, G. G., Beauchamp, T. L. (2010). The Oxford handbook of business ethics. Oxford: Oxford University Press. Mitchell, C. (2009). A short course in international business ethics: Combining ethics and profits in global business. Petaluma, CA: World Trade Press. Sage brief guide to business ethics. (2012). Los Angeles: SAGE Weiss, J. W. (2014). Business ethics: A stakeholder and issues management approach. Fernando, A.C. (2009). Business Ethics: An Indian Perspective. Prentice Hall.