Global Wine Wars Essay

1. How did the French become the dominant competitors in the increasingly global wine industry for centuries? What sources of competitive advantage were they able to develop to support their exports? Where were they vulnerable? French wine makers also face challenges that are not internal to the industry. For instance, France lost market share in the United States due to informal boycotts in the wake of the Iraq war. The rise of the euro against other currencies, such as the 30% increase relative to the dollar in the last few years, has put French wines at a comparative cost disadvantage. But consensus among experts is that the primary threat to the French export market is internal to the industry: the inability of the appellation system to appeal to what is becoming a global way of understanding wines (Business Report, 2004). France is the largest overall producer of wine, at 5. 3 billion liters of wine in 2001, 20% of world production. France has traditionally set the standard for quality wine as well as defining these standards. French viticulture laws mandates four levels of quality as 1) Appellation d’Origine Controlee (AOC) 2) vins delimite qualite superieure (VDQS) 3) vins du pays and 4) vins du table. French wine makers also face challenges that are not internal to the industry. For instance, France lost market share in the United States due to informal boycotts in the wake of the Iraq war. The rise of the euro against other currencies, such as the 30% increase relative to the dollar in the last few years, has put French wines at a comparative cost disadvantage. But consensus among experts is that the primary threat to the French export market is internal to the industry: the inability of the appellation system to appeal to what is becoming a global way of understanding wines (Business Report, 2004). Although France has been slow to adapt to changing production and consumption trends it was an early player in international partnering and acquisition. The first joint venture was Baron Philippe de Rothschild’s venture with Robert Mondavi to create Opus One in 1979. Gallic presence in the Napa sparkling wine industry is strong as Domaine Caneros, Domain Chandon, Mumm Cuvee Napa, Pieper-Sonoma, and Roederer Estate are all owned by French champagne houses. Pernod Ricard owns wineries in Australia, Argentina, Chile and Spain (Economist, 1999). Most (90%) production is concentrated in California. Started primarily by French and Italian immigrants in the late 1800’s, California’s winemaking tradition is only a few generations old and was interrupted by Prohibition. A global reputation for fine wine is even more recent, when two Napa Valley wines won gold medals at a 1976 blind-tasting competition in Paris, a victory unexpected by the rest of the world, including many Americans (Lukcas, 2000). The US adapted the French appellation system with over 130 approved American Vineyard Appellations ranging in size from the multi-state Ohio River Valley to the smallest, Cole Ranch, a 150 acre property in Mendocino County (Wine Institute, 2003). One of the most acclaimed appellations is Napa Valley. Most American winemakers also label by varietal if a wine contains at least 75% of that varietal by volume. 2. What changes in the global industry structure and competitive dynamics led France and other traditional producers to lose market share to challengers from Australia, United States, and other New World countries in the late twentieth century? International competition on the wine market is characterized by a considerable disparity of strategies used by the different producers and wine-producing regions around the world. New World Challenges Old With the emergence of New World players in the global wine industry many of the Old World players have been losing market share. At first France, Italy, Spain, and Germany simply laughed at the wine-making techniques of the new players -U. S, South America, South Africa, Australia, and New Zealand. However, it quickly became apparent that the newcomers pose a serious threat to the traditional winemakers. The French were especially hurt when they began to lose their global market share as well as the coveted U. K. market to the Australians. Allows analysis of the way in which newcomers can change the rules of competitive engagement in a global industry. How incumbents can respond, especially when constrained by regulation, tradition, embedded values, and a different set of capabilities than those demanded by the emerging market by changing consumer tastes and market structures. The case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers, the battle for the US market, the most desirable export target in 2009 due to its large, fast-growing, high priced market segments. REINVENTING THE MARKETING MODEL: New World producers revolutionized the packaging and marketing aspects of wine making. Americans and Australians greatly impacted wine packaging by replacing the Old World standard liter bottle with a half-gallon flagon in the U. S. and the innovative â€Å"wine-in-a-box† package in Australia. Australians have been praised for this idea because boxed wine not only saves on shipping costs but it has made storage easier for consumers. Australians have also begun to use screw on caps rather than the traditional corks on premium wines; this is to prevent spoiling due to deficient corks. On the marketing side, New World producers began to differentiate their products to attract customers unaccustomed to wine. Ripple, an American wine was said to be unsophisticated wine and was marketed toward customers unaccustomed to wine. It was wildly successful and led to an increase in branding and marketing alike. These were not the only major changes driven by New World companies, another was distribution. Previously the tasks of grape growing, wine making, distribution, and marketing were handled by different entities, many of which lacked the scale and knowledge to function proficiently. â€Å"In contrast, the large wine companies from the New World typically controlled the full value chain, extracting margins at every level and retaining bargaining power with increasingly concentrated retailers. † Since these producers held responsibility at every level, the quality of the final product was immaculate. Wine Traditionalists felt the New World’s established grape-growing and wine-making ways were embarrassing. Arguing that in their drive for efficiency, consistency, and their desires to cater to less sophisticated palates, New World producers had lost the character that came with more vintage wines made in the traditional fashion. Annoying Old World producers even further was the fact that new wineries would name their wines Burgundy, Champagne,†¦ 3. What advice would you offer today to the French Minister of Agriculture? To the head of the French wine industry association? To the owner of a mid-size, well regarded Bordeaux vineyard producing wines in the premium and super premium categories? Evaluation of different strategies †¢ †¢ †¢ †¢ †¢ Premium & Standard wine market Creation of an accessible French brand The Global wine company (acquisitions and mergers) â€Å"Appellation d’origine controlee† and competitive disadvantage Protectionism versus being marketing oriented.

Bus401 Mini Case Chapter 9

Percentage of future financing Type of financing Bonds (8%, $1,000 par, 16- year maturity38% Preferred stock (5,000 shares outstanding $50 par, $1. 50 dividend15% Common equity47% Total100% A. Market prices are $1,035 for bonds, $19 for preferred stock, and $35 for common stock. There will be sufficient internal common equity funding (i. e. , retained earnings) available such that the firm does not plan to issue new common stock. Calculate the firm's weighted average cost of capital. BondsPreferred stockCommon Stock 1035-15% (155. 25) = 879. 75 1. 50/(19-2. 01) 16. 99 = 8. 83% 2. 65/35 + . 06 = 13. 57% 9. 9% 9. 49% (1-. 34) = 6. 26% WeightsAfter tax captialProduct Bond 0. 38X6. 26%=2. 3788 Preferred Stock0. 15X8. 83%=1. 3245 Common Stock0. 47X13. 57%=6. 3779 10. 08% B. In part a we assumed that Nealon would have sufficient retained earnings such that it would not need to sell additional common stock to finance its new investments. Consider the situation now when Nealon's retained ear nings anticipated for the coming year are expected to fall short of the equity requirement of 47% of new capital raised. Consequently, the firm foresees the possibility that new common shares will have to be issued.To facilitate the sale of shares, Nealon's investment banker has advised management that they should expect a price discount of approximately 7%, or $2. 45 per share. Under these terms, the new shares should provide net proceeds of about $32. 55. What is Nealon's cost of equity capital when new shares are sold, and what is the weighted average cost of the added funds involved in the issuance of new shares? Common Stock 2. 65/32. 55 + . 06 = 14. 14% WeightsAfter tax captialProduct Bond 0. 38X6. 26%=2. 3788 Preferred Stock0. 15X8. 83%=1. 3245 Common Stock0. 47X14. 14%=6. 6458 10. 35%

The United Nations regards to Public International Law Research Paper

The United Nations regards to Public International Law - Research Paper Example These laws although remain loose bindings yet are gaining strength in the presence of phenomenon of globalization. As the consensus was achieved these nations pledged to save humanity for disasters of rogue minds. It is therefore can rightly be said that these nations achieved a platform for law definition and rules of engagement among nations along with compulsion on nations. These compulsions can broadly be categorized into two main tiers which sprawl over international arena and over national level. As a nation or a government forms an entity of this global body, it is supposed to take care of its responsibilities in the global society. In global community the purpose of such a body, like United Nations, is to work for development, peace and stability which should be based on basic principles of human dignity, justice and wellbeing of all people around the globe. Similarly to find durable, and across the board, stability on the whole and within a nation, it was stipulated by laws and guidelines to have nations comply with UN charter. These guidelines and international laws compelled and brought nations on the whole towards a universal culture of peace2. Multiculturalism found its genesis in the form of International Public law. This law is discussed in this research paper which is quintessentially a part of the international law. For the peoples around the world it is very important to be under a statutory watchdog so that equal and justified treatment can be rendered to them. Various agencies and Organs of the United Nations are working of the issue of discriminatory laws that are impeding globalization and up-board treatment of various populace of the world. The platform of United Nations affords nations with an opportunity to strike a balance for interdependence and national interests when the encounter international problems. This research paper focuses on Public International Laws. It outlines organs and agencies that United Nations has provided to nati ons as watchdogs and helpers, and it also critically analysis their role and writ over the nations. There are 192 members of United Nations that have endorsed its charter and thus are bound to comply with situations that occur with time to time. The case of public international law has been under scrutiny and it is evolving with time. It is need of the hour to have resolve by member stated to adhere to these laws. International Law Agencies and Organs of the UN: Before entering into the details of Law formulating bodies of the United Nations it is important to define the area of research. Public International law is relatively newer field, yet it is growing very fast. Among all organs and agencies there are specialized bodies that look after the issues related to this field. With time United Nations is specializing in this domain to cater problems related to global trade, awareness of human rights violations, environmental problems, increase in international interaction through tran sport and communications. This domain of law making has a special impact that sprawls over international and domestic legal interpretations and implementation. Thus it can be said that with these practice the world is truly evolving into a global community or village. For the sake of understanding of public law making and implementation it can be divided into two branches. First is the national law and the second one is international conventions and

Health care policy Coursework Example | Topics and Well Written Essays - 250 words

Health care policy - Coursework Example Consequently, the health care model of the Affordable Care Act (ACA) ensured that mental health parity was both protected and guaranteed (Rich, 2013). In 2009, Rep. Patrick Kennedy led a successful legislative endeavor to assure mental health parity (Rich, 2013). Due to Kennedy’s efforts, the legislation was integrated into the Affordable Care Act, which stipulated a basic benefits policy guaranteeing sufficient health services, including mental health privileges. Effective 2011, the ACA also introduced a new Medicaid state package option to allow subscribers with at least one critical and long-term mental health condition to nominate a mental health services provider as a health home (Rich, 2013). Effective October 2011 to December 2015, the ACA prescribed a novel demonstration initiative to pledge Medicaid remittances to mental health service providers for adult subscribers who need containment of exigent conditions. Based on a provision that became effective in 2010, the ACA facilitates the establishment of inter and multidisciplinary mental and behavioral health orientation initiatives (Walker, 2014). Finally, the ACA p romotes the creation of orientation programs that concentrate on primary care frameworks that incorporate mental and physical health amenities. Funds for this provision started in 2010 and are slated to end in December 2015 (Rich,

Conflict Resolution Essay Example | Topics and Well Written Essays - 750 words - 2

Conflict Resolution - Essay Example Conflict is ideally one of the greatest challenges in organizations if not tackled appropriately and in the appropriate time. The conflict could indeed be an element of developing a healthy environment. As such, organizational conflict plays a significant role in an organization, whereby its impact depends on the manner of its management. Such roles include the provision of an opportunity for organizational management the working style of the employees as well as aspects pertaining to culture. The conflict also provides an opportunity for employees to drain their feeling and associated emotions in addressing various aspects of differences in an organization. Additionally, organizational conflict provides an opportunity for the employees to learn more about themselves and others, and appreciate the diversities that exist amongst them. As such, conflict proves to be a significantly important aspect of the operations of an organization by influencing changes directed towards improving t he working conditions in an organization as well as a means of addressing differences.On a similar perspective, competition has a substantive role that it plays in an organizational setting. One critical aspect of organizations is the fact that they work for survival purpose in the highly competitive market environments. For an effective competition, every organization must streamline its operations to better standards as compared to the competitors, in order to capture a wider market and enjoy a better competitive advantage for success.

Rhetorical Analysis Essay Example | Topics and Well Written Essays - 500 words - 8

Rhetorical Analysis - Essay Example The purpose was even to make the White American population feel guilty of their atrocious behavior towards the African American population in order to gain sympathy and motivate them to give equal rights to African Americans. He quite effectively used the persuasion techniques of emotional appeal and credibility to persuade his audience. The speech that was authored and presented by Douglas was quite persuasive for the African American population as well as the White American population because he was a credible actor who really knew the pressing issues faced by the African Americans. He is well qualified to deliver the speech and persuade the audience because he had himself experienced the atrocities that he experienced at the hands of the White Americans. He had experienced the misery of being a slave and was even one of the numerous leaders who led the Abolitionist Movements from the front. His experience provides him the mandate of being a credible speaker and author of the speech in the eyes of the audience. Furthermore his repeated citing of bible and the context in which he was citing the bible portrays him as a person who is knowledgeable. Douglas continued to persuade the audience by appealing to the emotions of the African Americans who were still experiencing atrocities at the hands of the majority of the population of America. He uses various words and phrases to attract the emotions of his audience. For example, he uses the phrases such as â€Å"mournful wail of millions† in order to appeal to the audience’s emotions of sorrow as well as their emotion of begging to be helped (Douglass 1). Furthermore he uses the phrase â€Å"bleeding children† to appeal to the white audience to sympathies with the African Americans who were still suffering and were being treated as slaves (Douglass 1). His aim of using these terms to make the White population feel the pain that is being suffered by the African Americans and to

Imaginary dialogue between Parmenides and Heraclitus Essay

Imaginary dialogue between Parmenides and Heraclitus - Essay Example Ultimately, just as the river changes so do the properties of the universe. Parmenides: The water flows because of natural elements like the tilt of the Earth, not because the universe is fundamentally changing. The universe is the same now as it always has been and as how it always will be. Parmenides: I recognize that you make a strong argument Heraclitus. I agree with you that humans have no understanding of the future. However, this does not mean that anything different is occurring. Instead the fact that humans can remember the past but cannot recall the future is only an illusion. In actuality the future is the same as the past. Parmenides: Unfortunately Heraclitus your view of the universe and free will is mistaken. Since the universe is the same, all the elements in the universe are also the same. Since all the elements in the universe are the same, then cause and effect is the same and humans have no free

Unemployment after graduation Essay Example | Topics and Well Written Essays - 1000 words

Unemployment after graduation - Essay Example In the American workforce, for example, millennial are less than 30%. The remaining 70% attended college in the 1970s and 1980s. This workforce educated in the 1970s is responsible for making decisions whether one can join their business based on their conservative and primitive ideas of what the ideal candidate should have. Before reaching the interview phase, someone screens out tons of resumes that a company receives. If one’s resume does not have the perfect majors, one never comes to know them in person but hopes to be the best match for the job. Lots of recruitment are not done by HR professionals but are carried out by technical managers who seek for individual with similar career and academic backgrounds as them. University and college education is more of innovation, which many managers fail to capture (Medien n.d.). Graduates who were leaving college and university found it hard to get jobs in 2011 more than students finishing A-level courses. This observation was made while youth unemployment reached its highest level since the 1980s. About one in 10 students is unemployed six months after graduation. Approximately 9% of those who finish full-time degrees are out of work. In 2011-2012, out of more than 230,000 graduates, 72% were working, 15 % were studying while 9% were unemployed (Sharma 2014). When unemployed graduates seek work for six or more months is considered as the worst form of joblessness. The consequences of long periods of joblessness are significant. The graduates face personal, financial, and health care hardships. An analysis of long-term unemployment for the period running from 2000 to 2003 reveals that people without employment for six or months has increased at a high rate of 198.2%. Job seekers with college degrees have hard times getting employment and their long term unemployment rises by 299.4%. In an effort to the jobless recovery, job creation

MULTINATIONAL CORP-EVOL & CUR ISSUE Essay Example | Topics and Well Written Essays - 750 words - 2

MULTINATIONAL CORP-EVOL & CUR ISSUE - Essay Example (GOOG), Amazon (AMZN) and PowerShares QQQ Trust Series 1 (QQQ). This report entails a transaction involving 500 quantities of Google shares, 10000 quantity of Amazon and 1,000 quantity of PowerShares Trust Series 1. Google Inc. is a global technology company that mainly focuses on areas such as advertising, operating systems and platforms, enterprise and hardware products. Its main source of revenue is online advertisement. By the close of business on April 06, 2014 @ 3:59:59 PM, 500 shares of Google Inc. were selling at $545.25. This resulted to an amount of 573,000. The buying price of Google Inc. equity was $545 at a currency/exchange of USD/1.00. It is worth noting that price paid is quoted in the currency of the security’ exchange while the buying powers change and transaction amount are quoted in the currency of the portfolio. As per the start of the business day 7th April 2014, the share price for Google Inc. stood at $539.31 representing a price change of $-5.94 (-1.09%). At the current market price, buying 500 shares of Google Inc. will cost me 272,500. Selling the same quantity will get me a reward of 273,135 hence making a profit equivalent to $635. The profitability nature of the Google’s shares make motivated me to buy the portfolio. Amazon.com serves consumers through its retail websites and focus on selection, price, and convenience. It offers programs that enable sellers to sell their products through the company’s websites. Amazon offers its customers the lowest prices daily product pricing and shipping offers. The last buying price for Amazon.com is $320.22 as opposed to the current price of $320.52. The 52-week high is $408.06 while the 52-week low is $245.75. Going by the previous price, the estimated cost for 10,000 shares will be $ 3,203,310.00. The last selling of Amazon stock is $320.68 representing 187,268 volumes. Considering this selling price, the estimated cost stands at 3,197,090.00. This represents an income gain

Israel's Right to Nuclear Weapons Essay Example | Topics and Well Written Essays - 1500 words

Israel's Right to Nuclear Weapons - Essay Example The persecution reached a peak in Adolf Hitler's Final Solution, which led to the Holocaust and the slaughter of approximately 6 million Jews from 1939 to 1945† . In Holocaust the persecution and genocide was accomplished in stages. Legislation to remove the Jews from civil society was enacted years before the outbreak of World War II. Where the Third Reich conquered new territory in Eastern Europe and Russia, ghettos were established to contain and marginalize Jewish communities. Specialized units called Einsatzgruppen murdered large numbers of Jews and political opponents in mass shootings and mobile gassing units. In countries occupied by the Nazis, Jews were interned before being deported to death camps, often crammed into freight cars and transported hundreds of miles by rail, then killed in gas chambers. These historical events had its impact on the building of â€Å"collective insecurity psyche† of Jews. And that was the time when Jews decided that â€Å"(they sh ould) act in such a way that the Jews who died in the gas chambers would be the last Jews to die without defending themselves.† To add to the above building sense of insecurity when Israel was declared as independent state May 14, 1948 in the heart land of Arab dominated region, none of the Arab Countries liked the situation. Resultantly Egypt, Jordan, Syra, Lebanon, Iraq and Saudi Arabia invaded but failed to achieve success. In 1949 separate armistice was made with each state in which Jordan occupied the West Bank and Egypt occupied Gaza. Therefore, Israel was made to realize stark reality of existential intolerance of its neighbours. In 1956 during the Suez crisis Israel made tremendous success against Egypt and its allies, Britain and France not only failed in the operation but

Practical book review Essay Example for Free

Practical book review Essay Petersen breaks down the book in five parts . He starts off with part one the value of of communication balancing: listing awhile , talk until the other person stops hearing , Listen until the person calms enough to hear again. He furthers this in a another chapter. He then moves on to the Flat-brain theory . He uses diagrams to explain the different levels of Stomach functions which is where the our emotions are located . This area is were we experience our inner nudges . He also explains how the heart functions , the heart functions as a filter it gives and receives concerns , suggestions, and support. The next function is the head. The functions of the head is thinking, planning , remembering. The next couple of chapters begin to talk about he goes into a deeper understanding of the the flat brain theory until he reaches the flat- brain syndrome where he talks about how our brains function better in a short football shape. However when our brains are squished it creates a serious defect in our head fiction.he continues to talk about this concept . Part two starts off with the talker listener process taking turns talking and listening. This can and will determine the role of talker or listener. The talker-listener card was introduced and we were provided a actual card to put to use in our personal time. The purpose of this card is to create an atmosphere and role of each persons involved. The card provides instructions on when to talk and when to listen this the opportunity of the talker to without being interrupted and the listener to be attentive to what the talker is talking about. Chapters 8 through 15 go deeper in depth of the talker- listener card and its many functions from the talker prescriptive and the listener prescriptive. Part Three Petersen highlights the six communication traps, 1. Ritual listening, 2.Perry Masons( which made me chuckle ) 3. Why? 4. Not?5. I understand, he goes in depth to help the reader understand the difference between the five communications traps. He also talks about when trying new things and some of the thoughts that come long with that . When trying new skills you always have negative reactions such as: To much repetition grates, new skills often sound fake, friends and family co-worker get rattled by change. He further part three by discussing basic listening technique . He uses technique such as : para-feeling ( putting the talker’s feelings into your words), decoding . He futhers the conversation of why we don’t listen better in part five Where you can use TLC( talker-listener card) in group settings . The TLC card can help aide through difficult discussion as well help moderate a two person conversation . In conclusion in part five he states â€Å" how if you go beyond skill to increase empathy, genuineness and warmth you’ll tap into reservoir of healthy humanness that’ll out wheels on your technique( Pg 210). RESPOND! I remember growing up and my mother would ask me â€Å" how are you? what are thinking about?† I would have such a difficult time in expressing my feelings. I felt like when no one really cared about me , and my thoughts. In chapter eleven Petersen talks about the first talker goal: sharing your feelings. I immediately become more in tune with what I was reading. I recently had an encounter with a very close friend and she made the statement: Kia you listen to everyone else’s problems but you never seem to open as easy as we do to you. That’s unfair to us as friends. I thought to myself I trust them as friends but sometimes its easier for me to keep my thoughts to my self . However from reading this chapter I understand that it hinders my communication not only with my friends but with others . It puts a stumbling block on me to be open and receptive. So I went back to that friend and we went to dinner and I used skittles as props; we sat down and for every skittle in my hand I had to share my feelings or thoughts on questions she had or asked. I can honestly say that just by having this little prop it open the door and I was able to release so much that I was holding back from her. I now see the difference of talking and listening she listened attentively and this allowed me to be honest and not feel judged by her or her actions. REFLECT! Honestly the thought that popped in my head as I was reading this book was our relationship with Christ. I have said this before but it seems to be more imperative . We often talk to Christ and we tell Him all the troubles of our lives and how we need this or we need that.However we often neglect the fact that Christ has to something to say to us. I started to reflect on the stories of Jonah , Moses. They did not want to recognize the many clues that was present to them throughout their walk so it took spectacular things to happen to them before they got the message. Isn’t like God to speak to us In the loudest moments of our lives. In those times of anger and frustration and we miss the mark because we are so loud internally. He took Jonah inside of the fishes belly in order to get the message to him . It took a burning bush to get Moses attention and it took me reading this book ; to recognize that internally Im so loud that I need to learn how to calm myself down and others to experience me. Could it be that God has to extreme measures sometimes for me to stop and recognize Him? I often am on the go and pray on the go but I have recognize that in the moments when I feel like giving up or fighting or screaming He speaks quietly and calms my mind , soul, and spirit. He speaks often I guess the question is how much are we really listening ?Silence keeps you bound , talking gets you free, listening brings understanding! ACT! Some of the techniques that I plan on using are the Talker- Listener card . I plan using this in my personal life ,when I have arguments and as well as in just simple conversations when trying to come to an agreement. I believe that this strategy will be helpful in my prayer time . The concept of talking and listening and really allowing God to minster to me as I minster to Him. Another technique I will use and will keep visuals of is the balancing scale of the emotions, heart, judgement or thoughts. Remembering the scale will help balance my conversations in the future especially when it comes to a misunderstanding. I really thank Petersen because I am a visual learner and the pictures put what he was saying in perceptive for me. Another technique that is really important to is remembering the pointing finger. In many conversations I often use my hands to communicate how Im feeling . After reading this section of the book I understand how my hands and fingers can seem more offensive then helping . I will remember this and will try to not use my hands as much in explaining my feelings. I plan incorporating the talker- listener card in my youth groups and after school programs. Teaching our youth to the stages of communication now . View as multi-pages

E-Commerce Analysis: Online Ticket Purchasing

E-Commerce Analysis: Online Ticket Purchasing CHAPTER ONE: INTRODUCTION 1.1 INTRODUCTION This chapter presents the background of the research study. It starts by providing an overview of Electronic Commerce, customer satisfaction and service quality, followed by an outline of the current situation concerning â€Å"Online Ticket Purchasing† in Kuwait. The problem of the study is then defined, highlighting the research the study seeks to investigate and its significance alongside the research objectives, questions and methodology used to achieve these desired objectives. The research limitations are then explored and the chapter concludes with an outline of the thesis structure. 1.2 OVERVIEW Unprecedented advances in Information Technology in recent decades, alongside evolving business environments have seen the emergence of Electronic Commerce (E-commerce) as a major economic force. With the increasing number of Internet users and rapid development of network technologies, e-commerce is perceived as an essential application of the computer and communication technologies (Manvi and Venkataram, 2005 cited by Zhang and Tang, 2006). As observed by Gunasekaran and Ngai (2005) e-commerce enhances communication channels and provides a virtual interactive environment where the suppliers and customers can exchange information and products. Moreover, it improves the communications between partners along the value chain and offers an integrated business model by which companies can be more responsive and flexible to the changing markets and customers requirements (Zhang and Tang, 2006). E- commerce therefore replaces or enhances the traditional market channels by opening web-based storefronts, which is known as â€Å"business to customer e-commerce†. Firms present their products and services on the web and generate revenue from the sales of those products and services to their customers (Molla and Licker, 2001). According to Khalifa and Liu (2003) there has been considerable growth of internet based services, both from internet businesses and from traditional companies developing online services. The technology of e-commerce identifies what can be offered to customers, but only customers determine which of those technologies will be accepted (Lin, 2003). As Jamal (2004) has argued, in the last forty years the issue of customer satisfaction has been one of the most important theoretical as well as practical issues for most marketers and customer research. Satisfaction is significant in the success or failure of any business depending on the performance of the perceived service, if the perceived performance is less than customer expectation the customer will be dissatisfied; whereas, if the perceived performance exceeds their expectations then customers will be satisfied. Many researchers agree satisfaction is an attitude or evaluation that is formed by the customer comparing their pre-purchase expectations of what they would receive from the product to their subjective perceptions of the performance they actually experience (Oliver, 1980). Numerous studies on service quality and customer satisfaction present service quality and customer satisfaction as conceptually distinct, but closely related constructs. Satisfaction is defined as the degree of discrepancy between customers normative expectations for the service and their perception of the service performance (Parasuraman et al., 1994; Dabholkar, 1996). Different researchers such as Gronroos (1983) and Parasuraman et al. (1985) have tried to identify features of service more related to quality assessments. The most common measure reveals ten dimensions of service quality: tangibles, reliability, responsiveness, communication, credibility, security, competence, courtesy, understanding the customer and access. These were then filtered to 5 dimensions and based on these 5 items a measurement tool for service quality was devised known as SERVQUAL (PUT SOURCE HERE!!!). While Yang (2001) highlighted the rapid growth of online retailing with broadening experiences of consumers online shopping, Santos (2003) believes that e-service quality can increase attractiveness, hit rate, customer retention, stickiness and positive word of mouth. It can also maximize competitive advantages of e-commerce. Numerous researchers have the discussed the dimensions of e-service quality including Cox and Dale (2001), Madu and Madu (2002), Parasuraman (2002), Yang et al. (2003), Parasuraman et al. (2004) and Lee and Lin (2005), yet online retailers appear to fail due to poor quality services provided to their customers. For that reason online service quality is significant for two reasons: (1) it influences customers satisfactions and intentions to shop online and (2) e-service quality plays a major role in attracting potential customers (Cai and Jun, 2003). Zeithaml (2002) points out online companies should focus on all elements of e-service quality before, during and a fter the transaction, as e-service quality is the extent to which a website facilitates efficient and effective shopping, purchase and delivery. 1.2.1 E-Service Quality and Customer Satisfaction Customer satisfaction is a critical element in the success or failure of any business. Web customer satisfaction has been emphasized as crucial by the rising demand for long-term profitability of dotcom companies and traditional companies that are â€Å"Net enhanced† (Pather, Erwin and Remenyi, 2002). An understanding of the factors that influence web customer satisfaction is vital for e-commerce. Satisfaction is a result of an effective evaluation, where some comparison standard is compared to the actually perceived performance. If the perceived performance is less than expected, customers will be dissatisfied. In contrast, if the perceived performance exceeds expectations, customer will be satisfied (Lin, 2003). A broad idea of traditional service quality might not be enough to build the e-service quality dimension, hence amending several variables is important. Santos (2003) discussed the e-service quality dimensions of, ease of use, web-appearance, linkage, structure and layout, content as the incubative dimensions; reliability, efficiency, support, communication, security, and incentive as active dimensions. This paper focuses on achieving a measurement of the service quality of the Jazeera Airways Website as perceived by their passengers, using a conceptual model of e-service quality developed by Santos (2003). 1.3 ONLINE TICKETING Electronic ticketing over the Internet facilitates the buying or reservation of tickets online, by making the process more easily accessible and convenient. Through these services tickets may be purchased from any location and at any time, provided an Internet connection exists. The tickets are ordered from a web site that provides both ticket information and the purchasing or reservation service. Internet booking or online ticketing concentrates on providing a helpful and efficient service to clients. Firms who sell travel tickets, performing arts, game tickets, concerts, movies and many other activities have notably embraced the online ticketing system according to Burford (1998). Convenience is a main advantage of buying tickets via the internet as the service is available at any geographical location, including ones home via laptop and cellular phone and at any time or day. Electronic ticket services have a further advantage by providing relevant information along with the service. This can help purchasing decisions and may encourage future usage (Burford, 1998). Another feature is that apart from maintenance and data updates, no manpower is necessary to offer the service once it has been established. The process of recording the transactions is more automated and overheads are reduced. An essential point is that ticket providers while providing a convenient service are thereby improving their public image and encouraging return customers (Burford, 1998). A number of countries across the globe are already benefiting from electronic ticketing including the U.S.A., Canada, Australia, New Zealand, Great Britain and France. In fact the U.S.A. it has 80% market p enetration, while in Europe it is approximately 40% and in the U.S.A. more than $350 million dollars in event tickets were sold online during 2000 increasing to $3.9 billion in 2004 (Bhatia, 2004). 1.3.1 Online Services and E-Ticketing in Kuwait The internet is a technology with many properties with the potential to transform the competitive landscape in many industries while at the same time creating completely new industries (Afuah and Tucci, 2003). The revolution of the internet continues to excel leading to rapid changes in many fields, at an overwhelming speed. In Kuwait, prior to 1990 internet usage was limited to electronic mail and minor services, however in 1992 a decision was made by the Ministry of Communication to facilitate the public data network. In the same year the National Science Foundation agreed to extend the Internet to Kuwait at a time when it was only available for US institutions and some selected institutions overseas. In recent years with the support of the Kuwaiti government for IT plans, practical steps have been taken in this field with the possibility of payment for mobiles and traffic tickets via the internet and the sale of online airlines tickets for the first time. These advances indicate the growth and development in the IT field in Kuwait as a whole. In 1943, the oil boom opened a new chapter in the modern history of Kuwait as The Kuwait Oil Company Limited (KOC) was founded. By 1947-1948 KOC developed the new Al-Nugra (Al-Mayass) Airport, located in the Nuzha district, operating in daylight only, with airlines opening offices in Kuwait City to handle ticketing and cargo operations for the Arab expatriate community. By 1954, the Kuwaiti National Airlines Company celebrated the arrival of the first airplane, which was called â€Å"Kazma† (http://www.da.gov.kw). The worldwide revolution of low-cost carriers (LCCs) started successfully with Pacific Southwest Airlinesin the United States, which pioneered the concept in 1949. Notable successes which have followed are Irelands Ryanair, which began low-fares operations in 1990, and EasyJet, formed in 1995. These low cost carriers then developed in Asia and Oceania from 2000 led by operators such as Malaysias AirAsia, Indias Air Deccanand Australias Virgin Blue. The low-cost carrier model is applicable worldwide, although deregulated markets are most suited for its rapid spread. In 2006, new LCCs were announced in Saudi Arabia and Mexico (http://www.absoluteastronomy.com). On September 12, 2005 Jazeera Airways owned by Marwan Boodai, Chairman and CEO, announced its first flights were open for booking. Jazeera Airways is the first privately owned airline in the Middle East, established in Kuwait. It offers passengers ticketless flights to Dubai, Lebanon, Damascus, Amman and Bahrain via the web, by phone, SMS or through travel agents (www.jazeeraairways.com). Breaking away from out-dated business models by developing a new model tasked with raising operational efficiency requires incorporating the latest revenue management procedures into the company and installing state-of-the-art technologies. This will ultimately enable travelers to become more independent in their bookings and payment. With tickets sold through a website as the main distribution channel, online booking is a very efficient distribution method for airlines. It reduces the number of back office staff and reduces the payment cycle. Jazeera Airways has worked hard to entice travelers to book through its website by making it the cheapest method to purchase tickets. Many promotional offers made by the company are available only to travelers who book online, therefore Jazeera Airways strategy is rewarding travelers who book online (www.jazerraairways.com) 1.4 PROBLEM DEFINITION Understanding customers requirements is vital to any business enterprise in order for it to remain competitive. Customer satisfaction is of great interest since it has a direct effect on customer retention, loyalty and the prospect of new customers. Retention is a major challenge, as customers can easily switch from one service provider to another considering the internet can facilitate easy access to a wide variety of choices with lesser cost. Acquiring new customers may involve significant cost on the part of the company in terms of marketing, advertising and promotion. Hence it is important to understand the determinants of customer satisfaction and assess the current experience of the customer in order to improve services. Customer satisfaction is a major issue of Jazeera Airways and good online service quality is a key factor that will determine in the long term, whether it will succeed or fail in retaining existing customers and attracting new ones. Due to rapid technological advancements in the marketplace Jazeera Airways maintains a close relationship with their customers, as their expectations and perceptions of online service quality may change. This research will therefore be conducted on Jazeera Airways, the first low cost airline in Kuwait. Jazeera Airways offers online ticketing in its website as the main distribution channel. Therefore it is important to take into account the quality of its website and to pay more attention to customer evaluation of the service given. Customers want to make their own bookings in their own time without depending on middlemen; as a result it is necessary that online service quality determinants lead to satisfaction. Dissatisfied travelers may perceive one of the following: Web sites do not seem to have many of the very basic features that experts consider important in forming relationship with customers. Service providers undervalue the attributes that customers use to judge service quality that should be monitored and enhanced to help the service performance. There are other variables of the online service quality that affect the overall travelers satisfaction. Therefore this research aims to address such problematic issues by researching the relevant factors including current opinion of the airline users. 1.5 RESEARCH OBJECTIVES As this research study aims to examine the customer satisfaction of the service of Jazeera Airways in online ticketing through the quality delivered through its website, its main objectives are as follows: To assess the perception of each service of Jazeeras e-service Quality dimensions. To evaluate consumer satisfaction towards e-service quality for online service quality within Jazeera. To determine the important dimensions leading to satisfaction when purchasing online tickets within Jazeera. 1.6 RESEARCH QUESTIONS In order to fulfill the objectives of this study, the following questions need to be addressed: What key incubative dimensions do online customers perceive as important for their e-service quality? What key active dimensions do online customers perceive as important for their e-service quality? What are the most influential online service quality dimensions of the website as perceived by respondents with a high level of customers satisfaction in the Jazeera Airways website? What are the most influential online service quality dimensions of Jazeera Airways contributing to customer satisfaction when examining the Jazeera Airways website? Are the different socio-demographic variables involved perceiving e-service quality and satisfaction in the same way or differently? 1.7 Research Methodology This research is considered deductive, quantitative, descriptive, explanatory, and exploratory to some extent type of study. The research follows the survey strategy approach and consists of 67 questions composed of a two page questionnaire distributed to the target sample in Kuwait. Data was collected using Arabic and English questionnaires, from a sample size of X passengers who booked online through Jazeeras website. The questionnaire consists of four sections (A, B, C, D). Section A solicits demographic information. Section B evaluates Jazeeras Airways e-service quality using an adapted Santos (2003) model. Section C measures the level of customer satisfaction. Statements of Section B and C are scaled using a Likert type scale from 1 to 5. Section D collects information added by customers that will add value to the research. 1.8 RESEARCH LIMITATIONS Throughout this research conducted in Kuwait regarding Jazeera Airways website service quality a number of limitations were noted as follows: The thesis investigates the customer satisfaction of Jazeeras Airways website service quality and does not include the companys perspective/point of view; therefore the study is limited in its scope to customers and not employees or managers. The study does not include product quality, price, situational factors, personal factors, and other services provided by Jazeera Airways. Using a quantitative approach only towards addressing the research problems, a qualitative approach is lacking. The research scope is limited as it assesses Jazeera online service â€Å"e-ticketing† excluding airport customer services such as check in, luggage, lounge and on board services. There is limited relevant literature concerning service quality in the airline industry in Kuwait and the region, therefore there are no previous findings or frameworks to consult. 1.9 THESIS STRUCTURE This study is composed of five main chapters. Chapter One presents the background details of the selected research area and the experience in Kuwait, followed by the problem definition, the research objectives and questions, the methodology, the studys limitations and the thesis structure. Chapter Two discusses related theories, concepts and models providing a comprehensive review and an insight into the subject area as a whole, followed by an explanation of the research to the country of Kuwait. Chapter Three describes the methodology, research design and techniques used in the collection and analysis of the data. Chapter Four presents the gathered data, their interpretation and analysis. Chapter Five looks at the findings, assessing whether they satisfy the research questions and objectives to draw conclusions from the results. Based on these conclusions, recommendations for management are provided with further suggestions for future research. CHAPTER TWO: LITERATURE REVIEW 2.1 INTRODUCTION In this chapter a comprehensive review of available related literature is made concerning website service quality and customer satisfaction. In the process various concepts, models and theories covering customer satisfaction, determinants of customer satisfaction, the relationship between online service quality and satisfaction and online service quality dimensions are presented and explored to give the study a wide ranging theoretical basis. In addition the relevance of the research to the country of Kuwait is also addressed. 2.2 CUSTOMER SATISFACTION 2.2.1 Definition of Customer Satisfaction Oliver (1980) explains satisfaction as the summary of a psychological state resulting when the emotion surrounding disconfirmed expectations is coupled with a consumers prior feelings about the consumer experience. In other words, satisfaction is an attitude or appraisal that is created by the customer comparing their pre-purchase expectations of what they would receive from the product or service to their subjective perceptions of the performance they actually did receive. Customer satisfaction has become a key intermediary objective in service operations, because of the benefits it conveys to organizations (Ranaweera and Prabhu, 2003). The importance of customer satisfaction results from the generally accepted philosophy that for a business to be successful and profitable, it must satisfy customers (Shin and Elliott, 2001). While many authors have described satisfaction using various definitions, Table 2.1 presents a few notable explanations of customer satisfaction. Table 2.1 Definition of Customer Satisfaction Definition Author Customer satisfaction is a collective outcome of perception, evaluation and psychological reactions to the consumption experience with a product/service. Yi (1990) Satisfaction is function of consumers belief that he or she was treated fairly. Hunt (1991) Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectation. Kotler et al. (2000) Source: Research based From the above table we understand that satisfaction is the consumers evaluation of the product and service that meet their needs and expectations. According to Parker and Mathews (2001) there are two main interpretations of satisfaction; satisfaction as a process and satisfaction as an outcome. Whereas Gustafsson (2005) argues satisfaction has a strong positive effect on customer loyalty intentions across a wide range of product and service categories. 2.2.2 Determinants of Customer Satisfaction Zeithaml et al. (2005) argued that satisfaction, as shown in 2.1, is influenced by service quality perception, product quality, and price as well as situational and personal factors. Economists differentiate between two categories of properties of consumer products; search qualities and experience qualities. With search qualities consumers determine before purchasing a product like color, style, price, fit, feel, hardness and smell. Experience qualities, are hard to determine; as a result it can be evaluated after the purchase and until the service is received like vacations and restaurant meals (Zeithaml et al., 2005). Keaveney (1995)ppp.jpg point out that a main reason leading to customers switching services is price, as customers, based on prior experience with the service provider, sometimes felt cheated and believed that price increases were unfair or even deceptive. According to (Zeithaml et al., 2005) comparing the price relative to value and state, research reveals that customers of services will make trade-offs among different service features such as price level versus quality. A number of customers, for example, view price as an important element for their satisfaction more than quality. Perceived service quality is only one factor of customer satisfaction (Zeithaml et al., 2005). Consequently to achieve a high level of customer satisfaction, most researchers suggest that a high level of service quality should be delivered by the service provider as service quality is normally considered an antecedent of customer satisfaction (Cronin et al. 2000). Zeithaml et al. (2005) described a consumers emotional state as a personal factor. Satisfaction will vary due to customers biographical characteristics such as age, gender, education, ethnicity and income (Gilbert and Veloutsou, 2006;Van Pham and Simpson, 2006). Customers take partial responsibility for outcomes and describe those negative feelings that influence how a consumer responds to services, causing a person to overreact negatively to the slightest problem (Zeithaml et al., 2005). Situational factors can notably influence purchase decisions such as social environment, physical environment of the purchase place, time influence and the previous states (Vysekalovà ¡, 2004; Nagyovà ¡, 2001). 2.3 The Evidence of Service (3Ps) Services are intangible; therefore customers are searching for evidence of service in every interaction they have with the organization. The three major factors of service experienced by customers are: people, process, and physical evidence. Together these elements are considered as an evidence of the service. Each evidence or subset is present in each service 2.2. Firms should essentially manage the service quality that will lead to satisfying their customers (Bitner, 1993). 2.4 SERVICE QUALITY Numerous researchers have defined service quality their own ways, including Bitner, Booms and Mohr (1994) who described service quality as the consumers overall impression of the relative inferiority / superiority of the organization and its services. Perceived service quality is only one component of customer satisfaction (Zeithaml et al., 2005). According to Parasuraman et al. (1994) service quality is defined as, the degree of discrepancy between customers normative expectations for the service and their perception of the service performance. Gronroos (1982) stated that total service quality is customers perception of difference between expected service and perceived service. Afterward in 1984, he then explained service quality of the service encounter as two different dimensions: one is technical or output quality and the other functional or process quality. Therefore, service quality has become a well-liked area of academic investigation, recognized as a major factor in differentiating service products and gaining competitive advantage (Zeithaml et al., 1996). Table 2.2 presents the concept of service quality from varied authors viewpoints who combined suggest we can understand that meeting the need and requirements and achieving customers expectations depends on delivering the best level of service quality. Notably with time, service quality takes place before and leads to overall customer satisfaction Table 2.2 Definition of Customer Satisfaction Definition Author Service quality as the subjective comparison that customers make between the quality of the service that they want to receive and what they actually get. Gefan (2002) Service quality can be defined as â€Å"the difference between customers expectations for service performance prior to the service encounter and their perceptions of the service received†. Asubonteng et al. (1996) Service quality is determined by the differences between customers expectations of services providers performance and their evaluation of the services they received. Parasuraman et al. (1985,1988) Source: Research based Gilbert and Veloutsou (2006) determined different approaches to measure customer satisfaction, varying between measuring expectations relative to perception or measuring the performance aspect only, without relating it to the desired level of service. Service quality has been found to be an important input to customers satisfaction (Caruana, 2002). 2.4.2 Dimensions of Service Quality Service quality has been the focus of increased study in recent years as many researchers have tried to reveal features of services that significantly relate to quality evaluation in traditional service environments. In 2001 Brady and Cronin presented a model consisting of interaction quality, physical environment quality, and outcome quality. These dimensions draw on, among others, the work of Gronroos (1982) and Rust and Oliver (1994) who suggest that exploring both what is delivered (Gronroos technical quality) and how it is delivered (Gronroos functional quality) are important aspects of service quality. Table 2.3 Dimensions of Service Quality Quality Requirement Description Reliability Reliability Consistency of service/ dependability, i.e. the ability to provide the service on time, accurately and dependably Responsiveness Responsiveness Willingness/readiness of employees, i.e. the ability to deal effectively with complaints and promptness of services Assurance Credibility The extent to which the service is believed and trusted; involves honesty, trustworthiness and believability Courtesy The politeness, respect, consideration and friendliness shown to the customers by the contact personnel Security The freedom from danger, risk and doubt Competence The possession of staff of the necessary skill, knowledge and information to perform the service effectively Empathy Access The ease of approachability and contact Communication Listening to customer and keeping them informed about the service Understanding the customer Trying to understand the customers needs and specific requirements Tangibles Tangibles Appearance of personnel and condition of equipment Source: Parasuraman et al. (1985); Ghobadian et al. (1994); Curry and Herbert (1998) A most widely used and accepted study done on service quality is by Parasuraman et al. (1985). Having developed ten dimensions through focus group studies: tangibles, reliability, responsiveness, communication, credibility, security, competence, courtesy, understanding the customer, and access. These ten dimensions were then filtered and extracted to five: tangibles, reliability, responsibility, assurance, and empathy, which constitute the basis of a global measurement for service quality, SERVQUAL (Parasuraman et al., 1988). Based on these five dimensions researchers presented a 22-item service quality scale and on an operational level service quality research has been dominated by the SERVQUAL (Parasuraman et al., 1985; Curry and Herbert, 1998). Table 2.3 presents a description of the service quality dimensions. 2.4.3 Relationship between Customer Satisfaction and Service Quality Service quality has been found to be an important input to customer satisfaction (Caruana and Malta, 2002). Cronin and Taylor (1992) examined the causal relationships between service quality, customer satisfaction, and purchase intention. The results suggested that service quality was an antecedent of consumer satisfaction, service quality had less effect on purchase intentions than did consumer satisfaction, and consumer satisfaction had a significant effect on purchase intentions. Customer satisfaction had a stronger effect on behavioral intentions than service quality did (Dabholkar et al., 2000). As a process in time, service quality takes place before, and leads to overall customer satisfaction. Customers loyalty was affected by product quality, service quality, and retailer image. They also suggested that quality of product and service is directly related to customer satisfaction, and then leads to the loyalty of the customer (Cà ¶ner and Gà ¼ngà ¶r, 2002). Based on empirica l findings in service quality and satisfaction literature, service quality is one of the antecedents of satisfaction (Anderson and Sullivan, 1993; Cronin and Taylor, 1992), and loyalty is one of the consequences of satisfaction. Luarn and Lin (2004) indicated that not only customer satisfaction and perceived value directly affected customer loyalty, but also indirectly affected customer loyalty through commitment. 2.5 THE ROLE OF TECHNOLOGY IN SERVING CUSTOMERS According to Parasuraman (2000), delivering excellent customer service is vital in case customers have to serve themselves by technology-based systems. With quick penetration of technology-based customer-company interfaces such as online banking and e-commerce, employee-delivered service is being replaced by self-service, reducing the need for face-to-face encounters between customers and company personnel. However, this fundamental shift does not mean that companies can afford to ignore customer service. Development of self-service technologies need to emphasize customer service to ensure the customer-technology interface is user-friendly, putting in place an excellent customer-service infrastructure (including properly tr

Creating Value For Customers Marketing Essay

Creating Value For Customers Marketing Essay Marketing has often been defined in terms of satisfying customers needs and wants. Critics however maintain that marketing goes beyond that and creates needs and wants that did not exist before, According to these critics, marketers encourage consumers to spend more money than they should on goods and services they really do not need. Marketing process can be explained as creating value for customers and building customer relationship by doing this the organisation makes profit The various elements of marketing process can be classified as follow Understanding the market place and customers needs and wants. Design a customer driven marketing strategy Construct marketing program that delivers superior value Build profitable relationships and create customer delight Capture value to create profits and customer equity Fig 1 Understanding the market place and customers needs and wants is achieved through in-depth market research and thereby identifying a product gap or needs gap. This will involve trends , how to make things easier , comfortable, better and user friendly. In the early 80s there were few or no mobile phones. A thorough market research has created the need for mobile phones, then came the massive first generation mobile phones. This were later followed by smaller ones and this days we can see the smart phones with in built cameras, time online movies and news ability to actual work from your mobile Samsung note to the new tablets. Every day specialist market research companies, innovators, technicians and scientist all work hand on hand to create a new niche market or brand that makes our lives much more comfortable. Even the pay as you go concept became apparent as people could not continue to pay the incredible high cost then been charged by manufacturers who were looking at ways to cove r the cost of their research and development. So the critics may not be far from the truth but the ideal is marketers coming with ways and products that makes our lives easy. Design a customer driven marketing strategy. Marketing strategy is a long term means of achieving a corporate objective. If we take the example of the mobile phone industry where the likes of Samsung, IPhone, Nokia are in serious competition each as to design a marketing strategy to capture a share of the market. Like a military personnel will define the art of going to warfare. Subhash C. Jain in his book marketing , planning and strategy said within a given environment, marketing strategy deals essential with the interplay of three forces known as the strategic three Cs: the customer, the competition and the corporation. He says marketing strategies focus on ways in which the corporations can differentiate itself from its competitors, capitalizing on its distinctive strengths to deliver better value to its customers. He further concluded that a good marketing strategy should be characterized by (a) clear market definition; a good match between corporate strengths and the needs of the market and (c) superior performance , relative to the competition, in the key success factors of the business.  [1]   Construct marketing program that delivers superior value : This refers to the marketing mix that is the 4ps the Usually referring to E. Jerome McCarthys  [2]  Ã‚  4 P classifications for developing an effective marketing strategy, which encompasses: product, price, placement (distribution) and promotion? When its a consumer-centric marketing mix, it  has been extended to include  three more Ps: people, process and physical evidence, and  three Cs: cost, consumer and competitor. Depending on the industry and the target of the marketing plan, marketing managers will take various approaches to each of the four Ps. The benefits and cost of marketing orientation Market orientation is the understanding of customers requirement and creation of marketing mix which will meet these needs. Market driven means the firms capability to understand, attract and keep valuable customers G. Armstrong and P. Kotler define marketing as social and managing process by which the individuals and groups procure what they need by creating and exchanging values with others.  [3]   A market-oriented company is in a position to achieve competitive advantage thanks to its unique innovative approach to customers. In addition to this, according to the opinion of P. R. Dickson, a competitive advantage should be understood in the sense of dynamics of competition. He expresses disagreement with the standpoint of neoclassic theory of market equilibrium and claims that the main characteristic of the market is its disequilibrium. He sees marketing as a science and skill of creating changes (disequilibrium) in the market in the manner that would provide for the changes that are beneficial for the company. Various responses of salespersons and customers to changes in supply and demand, thinks Dickson, create possibilities that could be used by the company that understands market. He underlines the importance of adjusting company to the market occurrences.  [4]   Benefits and cost of market orientation Figure 2: Customer relationship groups Source: G. Armstrong, P. Kotler, Marketing: An Introduction, 7. ed., Pearson/Prentice-Hall, Upper Saddle River, NJ, 2005, p. 25. The above summaries the benefits and cost of market Orientation other advantages are advantages Responding to Demand Building Customer Value Disadvantages Extensive and Expensive Research and Increasing Value Increases Cost Micro and Macro environmental factors that affect marketing Decision The micro environmental factors are factors that can be controlled by the organisation and relates directly with the business these are considered using the factors in fig 3 Micro Environmental factors Fig 3 Fig 4 shows how different public affects organisation. The public that affect the marketing decision of the yet they can be controlled and are regarded as micro are the relation with the following members of this public eg Financial public this is based on say for example the organisations annual returns. Fig 4 Macro Environmental Factors The Target market for mobile phones companies and IT companies are more likely to be the high income earning spectrum of the society or the new graduates and the city bankers and young people in the top echelon of society who will be able to afford the integrated packages that are about to be launched into the market very soon The package will include home entertainment, office package, security package, phone and video calls and financial/banking package all launched as one integrated hand held device. Market segmentation, and Target is followed by positioning, this should be developed and implemented by creating an image for the product, profiling the target market, High Tech gadgets like this integrated hand held device will be bought based on the technical specification what comfort or ease of doing a task it provide. Buying Behavior is the way and act of people involved in buying and using products. To understand we need to consider why a buyer will make a purchase. what factors influence will influence a buyer to buy a certain product. Buying Behavior refers to how people will behave when buying a certain product. A firm needs to consider and study buying behaviour and peoples reactions to the organisation marketing strategy has this will have great impact on the firms success. The marketing concept show how a marketing mix (MM) that satisfies (gives utility to) customers, hence it important to understand the what, where, when and how consumers buy. Stages of the Consumer Buying Process There are Six Stages to the Consumer Buying Decision Process (For complex decisions). Problem Recognition Information search The evoked set. Evaluation of Alternatives Purchase decision- Post Purchase decision Buying behaviour is often determined by the level of consumer involvement in the purchase decisions, the importance and level of interest the consumer decisions is determined by the motivation to seek information about the product or service. High involvement purchase such as buy a luxury car or other expensive items. Also the element of risk involved in the use of the product that is the social risk and the economic risk. The four type of consumer buying behavior are Routine Response/Programmed Behaviour Limited Decision Making Extensive Decision Making/Complex Impulse buying Routine Response/Programmed Behavior this are low involvement very little or no decision effort is required E.g. A can drink Limited Decision Making This are product bought occasionally example are like clothing but not brands Extensive Decision Making/Complex: This involves unfamiliar, expensive and infrequently bought goods. It involves a high degree of economic performance, and psychological risk. e.g. cars, homes, computers, it also involves a lot of time seeking information and deciding. and consumers will go through all six stages of the buying process. Impulse buying, this are purchase which are unplanned it like buying chewing gum in the conner shop without actually thinking about it. Also prices at time lead to impulse buying. They are usually low valued items. Ethan Lyon,(http://sparxoo.com/2009/06/18/how-to-define-your-market-position/) said The goal of market positioning is to find the ideal opportunity in the market based on customer needs, market forces and financial and strategic considerations. Once the market opportunity is identified then the organisation can further develop its product and elevate its brand to deliver outstanding value. To clarify the market position, the firm will need to find an overarching theme, then define the details. Brand Idea-The idea is an aspirational concept it defines the idea of what the company.For eample the Samsung note goes with the concept of designed for human Value Proposition- A customer or a consumer buyers the Samsung note they see high value and high quality Differentiating Attributes-Samsung has distinguished itself from Apple by targeting the main stream yet providing quality and comparable or better phones than those provided by Apple

Bonnie And Clyde :: essays research papers

Bonnie and Clyde   Ã‚  Ã‚  Ã‚  Ã‚  Clyde Barrow and Bonnie Parker burst upon the American Southwest in the Great Depression year of 1932. At the time of Clyde’s first involvement with a murder, people paid little attention to the event. He was just another violent hoodlum in a nation with a growing list of brutal criminals, which included Al Capone, John Dillenger, Pretty Boy Floyd, and the Barker Gang. Not until Bonnie and Clyde joined forces did the public become intrigued. The phrase “Bonnie and Clyde'; took on an electrifying and exotic meaning that has abated little in the past sixty years.   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Clyde Chestnut Barrow was born on March 24, 1909, into a family of four children. Ironically when the midwife told a local physician of his birth, the physician incorrectly recorded it as “baby girl Barrow'; in the Vital Statistics volume of the Ellis County Courthouse at Waxahachie.   Ã‚  Ã‚  Ã‚  Ã‚  Three additional children followed Clyde’s birth, and the families financial difficulties worsened as the price for cotton bounced up and down. After some years the Barrow’s found it impossible to provide for their children and sent them to live with relatives in east Texas. At one relatives home Clyde developed two interests that remained with him to the end of hid life: a passion for music, and an obsession with guns. Even as Clyde drove along the lane in Louisiana to his death, he carried a saxophone and reams of sheet music, as well as an arsenal of firearms. Clyde loved and named his guns, and regarded them as tokens of his power.   Ã‚  Ã‚  Ã‚  Ã‚  At the age of sixteen, Clyde dropped out of school to work at Proctor and Gamble. Clyde’s crime streak started with helping his brother steal a small flock of turkeys and transporting them to Dallas to sell for Christmas money. Dallas officers saw the back seat full of live fowl, and pulled them over arresting them both. His brother claimed full responsibility , and they lat Clyde go since he was so small and innocent looking. Clyde soon mat up with a man named Frank Clause. Clyde soon quit his job at Proctor and gamble and began burglarizing small businesses in Dallas, Lufkin, and Hillsboro, Texas. Although Clyde was introduced into the gang by his brother, he soon became accepted and became the leader. Their crime spree started with stealing a couple of cars and burglarizing a few houses.

Marketing Ethics Essay example -- Business Morals Ethics Essays

Marketing Ethics The question of whether or not marketing is completely unethical is the question most critics of marketing seem to be focusing their attention on. Ethics provide the basis for deciding whether a particular action is morally good or morally bad (Britt 553). But, each individual develops different opinions, moral standards, and values. So, marketers will deal with similar issues differently because there is no "correct" way to handle any given issue. Marketers face various types of ethical issues in their everyday marketing activities. Such marketing activities that require marketing managers to utilize their moral values ethically are advertising, packaging and labeling, and global marketing.   Ã‚  Ã‚  Ã‚  Ã‚  "Advertising is the most criticized of all micro-marketing activities (McCarthy 643)." What is considered as unfair or deceptive advertising is very difficult to pinpoint, because times have changed and continue to change on a day to day basis. What one person may consider unfair or deceptive may not be unfair or deceptive to another person. There are no clear cut guidelines for marketing manager's to go by, so they must utilize their own judgement based on their own moral standards. But, in the United States their is an administrative agency that has the power to control unfair or deceptive business practices. The Federal Trade Commission (FTC) was created in 1914 to prevent "unfair methods of competition in commerce (commercial trade) and...

The Woman Warrior :: essays research papers

Love Medicine Lipsha Morrisey's confusion about his place in society results in his combining both old Indian traditions with new American ideas in an attempt to discover himself and his place in society. Although this combination ultimately ends with disaster, Lipsha uncovers a powerful lesson about love. Lipsha's first mistake begins when he decides to concoct a "love medicine". Fearing for Nector and Marie's relationship, he draws from old Indian superstitions since "these love medicines is something of an old Chippewa specialty" (241). But in reality, while the idea of the love charm was born in Indian tradition, Lipsha strays into the American realm when creating the charm. Instead of the hearts of wild geese that the spell requires, Lipsha buys turkey hearts from the grocery story, a completely American creation. Shunning the Chippewa gods, Lipsha instead attempts to have the hearts blessed by a catholic priest. His attempts at playing love doctor backfire when Nector chokes on the turkey heart and dies. Yet even though Lipsha repents and realizes "it was all my fault for playing with power I did not understand", Nector's true love for Marie is allowed the chance to be revealed when his spirit returns for a final fairwell (255). Lipsha knows that since the love medicine was a fraud, Nector's love was real. "He loved you over time and distanceIt's true feeling, not no magic. No supermarket heart could have brung him back" (257). Much like his decision to "Americanize" ancient Indian love spells, Lipsha mentally "Americanizes" whatever seems to reflect the old culture. His observations of people and life reflect his susceptibility to American influences. Throughout the chapter, he makes references to video games and pinball machines when describing something. Death has always been an important part of Indian culture, as evidenced in numerous myths and legends. American Indians believe the soul is a tangible object, existing in all living objects. As a person dies, the soul departs, and travels to a realm of spirits. When Nector lays dying on the floor, Lipsha draws from his Indian heritage, the respect and awe of the soul while describing it with an American twist. "Time was flashing back and forth like a pinball machine.

Learning & process Essay

Learning is a never ending process. When a person graduates from primary or tertiary education, he or she should never be contented with the knowledge that he or she has acquired. Instead, there should always be a sense of longing, thriving, and enthusiasm for more knowledge. An adult is just equally capable as a person in his prime years to learn and acquire knowledge. One should not consider his age as an obstacle to nurture and nourish his brain with more information that are yet to be acquired. A person should never be contented with whatever little knowledge he has. An adult who enters graduate school has more advantages than disadvantages. An adult would have more experiences in life and in living compared with others, and this would enable the former to connect his experiences with his education. In other words, there would be a more realistic approach to learning. Often, people who enter graduate school with little experience from their jobs would tend to be more idealistic with their views about the theories presented in class. The decision of an adult to enter into graduate school to obtain a master’s degree falls in between the life stages of Transcending and Life Calling. These stages talks about a person’s journey in life wherein he has already mastered his craft and already knows his strengths and weaknesses. As such, he would now use this knowledge to achieve his goal in life. Thereafter, this person may now realize his purpose and this is associated with his life calling. The reason for living of the person becomes clear, and he is now ready to make radical steps for the realization of his goal. The decision to enter into graduate school is not easy. But, a person who has a clear idea of what he wants in life would not think twice about making this decision. The person would view graduate school as a means, a tool to enable him to achieve his goal to make him successful. Resources: Manifest Your Potential. 2004-2005. The Eight Stages of Life. Retrieved from http://www. manifestyourpotential. com/en/lifeskills/lifestages/eight_stages. htm

Abraham Lincolns Assassination Essay

The destruction of a legacy In the year 1810, Abraham Lincoln was the man who had eyes for the future. He had remarkable hopes, dreams and goals he wished to accomplish for his country. He was a member of the union and was working towards freeing the slaves, and crushing the confederacy. Most of the country supported him and his goals. Yet there were still a few states that supported slavery and wanted Lincoln dead. Confederates were worries that Lincoln would take away their rights. However the confederates did not see that Lincoln was made for greatness. Unfortunately, his life was cut short by: John Wilkes Booth, Abraham Lincoln’s assassin. On April 14, 1865, John Wilkes Booth became the first person to assassinate an American president when he shot and killed Abraham Lincoln in his box at Ford’s Theater in Washington (Kauffman). John Wilkes Booth was a supporter of the confederacy. He was convinced Lincoln was going to destroy the constitution. So out of frustration, anger and delusion he begu n to plot his plan to assassinate president Lincoln. Booth had several failed attempts on Lincolns’ life. Luckily enough for Booth, Lincoln planed to see the play: My American Cousin, at Fords Theater. See more:  Mark Twain’s Humorous Satire in Running for Governor Essay Booth happened to be a known actor who preformed at Fords Theater so he had no problem attending the play. Because Booth was an actor he knew the details and the schedule to My American Cousin. Wilkes was able to go in to Lincoln’s booth and time the shot perfectly with the music from the play so that people attending the play would not notice. â€Å"From a distance of about four feet behind Lincoln, Booth fired a bullet into the President’s brain. Major Rathbone sprang up to grab the assassin, but Booth wrested himself away after slashing the major with a large knife. Booth rushed to the front of the box and Booth leapt over the railing, where he fractured the fibula in his left leg. Rising from the stage, Booth shouted, â€Å"Sic semper tyrannus!† and ran across the stage and fled from the back of the theatre† (Bogar). Many say that Wilkes did not work alone and some say he did, unfortunately that will never be known. â€Å"While many people assumed tha t  hidden forces were behind the assassination, others speculated that Booth had acted on his own. The reason: he wanted to immortalize himself† (Kauffman). Although back in that time period, people would often forget to check and examine every speculation of evidence, or not even have the means to investigate said evidence, so things would go overlooked. Such as John Wilkes Booth just being a small pawn in the larger scheme of Abraham Lincolns’ assassination. John Wilkes Booths’ assassination of Lincoln is said to be part of a whole conspiracy theory. When Booth began formulating a plan for Lincolns’ assassination, he recruited friends for his operation. Booth and his fellow conspirators met to plan their assassination on the president. They originally planned to abduct the president and hold him for ransom, however things did not go as planned. â€Å"When Richmond fell, the plans turned to assassination. First, there was the failed effort to blow up the White House, followed by the successful effort to kill Lincoln at the theater†(Steers). Wilkes heard the president would be attending the play My American Co usin, so Wilkes jumped on that opportunity and made a plan with his conspirators. Unlike Booth, his conspirators did not exactly support the idea of abducting the president during the play so they decided to terminate the plan. Nevertheless Wilkes when A-wall and decided to move forward with the plan, with the result being successful. â€Å"The idea that Lincoln was killed as part of a grand conspiracy of Confederates arose almost immediately after the assassination† (Steers). Confederates wanted Lincoln dead for the hope for the confederacy rising. â€Å"Lincoln was viewed as a legitimate wartime target† (Steers). Part of the theory of reason for Lincolns’ assassination are linked to the Unions failed raid on Richmond. This raid was viewed as incriminating evidence of Lincolns’ determination and will to end the war. Ending the war was what the confederacy was afraid of. The confederacy wanted to be rid of Lincoln so they could not have to conform and agree to Lincoln’s new ideas and upcoming laws. To prevent Lincoln’s ideas from becoming actions, the confederacy took matters in their own hands. Lincoln’s assassination was the end of a legacy. He died to youn g and to soon. Abraham Lincoln was betrayed by his country, being left for dead with out any peace but only the hope of his ideas and goals to be carried out my upcoming successors. His assassination was unfair and uncalled for. His country went behind his back and plotted his death because  some people were too ignorant and arrogant to see Lincolns full potential and what Lincoln could have provided for America. Who knows what Lincoln would have accomplished if his death wasn’t so early.

Disregard of Moral Values Lead to Unethical Deeds Essay

This greed for money has crossed the limits of all ethical standards, regard and consideration for fellow men, or sympathy and compassion. All these things seem to have gone with the wind and are among the major casualties of the post-independence period. This development can be considered quite a new one, probably an accompaniment of the modern technological development which is . taking place rapidly in this country, as the malaise has especially afflicted the young and the middle aged people. The increasing attraction towards the modern glamorous lifestyles, big cars and bungalows, gorgeous dresses and jewellery has such effect on people that they would not hesitate to resort tovalues all means, unfair to acquire wealth and all luxuries of life. This mad obsession for reaching the top is the dream of everybody, and as such the moral and ethical values do not seem to have any place. Morality is often defined as the doctrine of actions right or wrong it is synonymous with ethics. Moralists are selfless and preach justice in every sphere of life. If people tend to observe morals, they will constitute a healthy and sound society. Morality knows nothing of the geographical boundaries or distinctions of race or color in modern age, the traditional values which are in themselves moral and symbols of rectitude, have been radically transformed. Most of the principles are in a flux and human convictions based a rich human experience are in the melting pot. Obsessions with circumstances and the peculiar conditions prevailing in a region have proved so overpowering that everything else is thrown overboard. Excessive wealth does not necessarily promote culture and intelligence. In fact, the ostentatious and luxurious living that wealth promotes, causes a notable deterioration in character and conception of values. Rarely do highly intelligent people, famous writers or artiest belong to rich families. Since wealth itself has the habit of diminishing fast, most of those who possess it go to any extent, even to the adoption of unethical practices and dishonesty to acquire more wealth. This leads to further decay and deterioration of character. India’s Poet Laureate, Rabindra Nath Tagore warned. â€Å"Greed of wealth and power can never have a limit; a compromise on self-control can never attain the final spirit of reconciliation.

Methods For Proximal Caries Detection Health And Social Care Essay

Dental cavities diagnostic methods usually use ocular review, haptic scrutiny, approximal skiagraphy, and fibre ocular transillumination ( FOTI ) 14. Although bitewing skiagraphy for diagnosing of cavities in single patients is an constituted clinical technique, the value of bitewing skiagraphy for the sensing of cavities in big population groups is still controversial23.In primary teething, usage of bitewing skiagraphy increases the sensing rate of proximal surface cavities substantially21. Surveies in the lasting teething suggest that the betterment in cavities sensing was by and large in the order of around 3-5 per cent, and that bitewing skiagraphy likely has greatest value in those populations with the highest cavities rates6,9,15,22,29.The rapid progresss in computing machine engineering have had a important impact on dental skiagraphy. In 1987 the first direct digital system became commercially available as an option to conventional skiagraphy. Equally far as diagnostic truth is concerned, digital and conventional skiagraphy give comparable consequences for observing caries24, 27, 28. The combination of early sensing with new interventional methodological analysis and cavities direction will be the preferable dental pattern in the hereafter. Previous surveies have shown cavities are really hard to name at early phases. Early on carious lesions detection through a conventional diagnosing method, including radiographic, ocular and haptic tests, is questionable because they can stop up with a hazard of a false-positive or false-negative diagnosis18. Till day of the month, bulk of surveies which investigate proximal cavities have been mostly in vitro1,5,7,12,17,20,25. Therefore, few surveies have been done to measure and compare proximal cavities clinically21. Hence, there is a demand to measure proximal cavities by comparing assorted diagnostic methods. A new method based on fluorescence measurings performed by a optical maser device has been turning in popularity known as DIAGNOdent pen – KaVo, Biberach, Germany. When the optical maser irradiates the tooth, the visible radiation is absorbed by organic and inorganic substances present in the dental tissues, every bit good as by metabolites from unwritten bacteriums. These metabolites could be porphyrins that are produced by several types of unwritten bacteriums. Surveies utilizing chromatography have found that porphyrins showed some fluorescence after excitement by ruddy visible radiation. For this ground, the dental tissue emits fluorescent visible radiation after irradiation by ruddy optical maser and, as the carious tissue increases the emitted fluorescent visible radiation compared to healthy tissue, this causes a important difference between carious and sound structures2. More late, several new standards systems have been proposed and evaluated, both to standardized terminology and methodological analysis for clinical tests and to profit practicians in holding a more all right grained attack to measuring easy lesions. The â€Å" International Caries Detection and Assessment System † ( ICDAS ) categorizes six phases in the carious procedure, runing from the clinically seeable alterations in enamel caused by demineralisation, through to extension cavitation10, 11. Therefore, with the above description, presently, proximal cavities sensing methods comprise of assorted method viz. , visual- tactile scrutiny with ICDAS II, FOTI with ICDAS II, Bitewing skiagraphy ( Conventional & A ; Digital ) and Laser Fluorescence Caries sensing – DIAGNOdent pen. Therefore, the intent of this survey is to clinically compare and measure assorted diagnostic methods in primary and lasting grinders for proximal cavities sensing.Reappraisal of literatureDavies GM et Al in 2001 studied in-vivo the usage of fiber-optic transillumination ( FOTI ) as a diagnostic tool in general dental pattern and concluded that the FOTI technique increased the sensing of approximal carious lesions. It was reported to be a utile diagnostic tool in general dental practice4. Heinrich-Weltzien R et Al in 2002 studied in-vivo cut-offs for occlusal cavities sensing by the optical maser fluorescence device DIAGNOdent ( DD ) in comparing to visual-ranked review ( VI ) and bitewing radiogram ( BW ) under status of a general alveolar consonant pattern and concluded that it is advised to measure occlusal surfaces by a punctilious VI followed by the usage of DD and/or BW as extra diagnostic tool of 2nd pick. A DD value of & gt ; 20 could be confirmed as a sensitive cut-off for sensing of occlusal dentine cavities in first and 2nd lasting grinders. For the sensing of early marks of enamel cavities the DD seems to be less suitable8. Costa AM et Al in 2008 studied in-vivo the usage of a optical maser fluorescence device for sensing of occlusal cavities in lasting dentitions and concluded that although the optical maser device had an acceptable public presentation, this equipment should be used as an accessory method to ocular review to avoid false positive results3. Walsh et Al in 2008 studied in-vivo correlativities between Diagnodent optical maser fluorescence readings and clinical tonss for smooth ( buccal and linguistic ) surfaces of primary eyetooths and grinders utilizing ICDAS II, with peculiar involvement in white topographic point lesions and concluded that there is a patterned advance in optical maser fluorescence tonss with increasing badness of smooth surface enamel lesions in primary dentitions, from sound smooth surface enamel through white topographic point lesions and later to cavitation ; nevertheless, the Diagnodent should non be relied on as the sole means for cavities diagnosing because of the possibility of false positive readings if plaque remains on the surface. The joint findings of increased tonss with incipient decalcified lesions impacting enamel, and alterations in readings alining with cavities reversal or patterned advance lend some support to the clinical usage of Diagnodent as an assistance in supervising the adva ncement of early phases of the cavities procedure on smooth surfaces 26. Kavvadia K et Al in 2008 studied in-vivo the DIAGNOdent readings ( LF ) with those of direct ocular ( DV ) scrutiny, indirect ocular ( IDV ) scrutiny, bitewing skiagraphy ( BWR ) , and cavity and crevice gap ( PFO ) for the sensing of occlusal cavities in primary dentitions ; to find the cogency of this device utilizing PFO as mention ; and to measure its dependability and concluded that the LF device presented high dependability in the sensing of occlusal cavities in primary dentitions and its public presentation was similar to DV and radiographic examinations13. Newman B et Al in 2009 studied in-vivo the increased benefits of utilizing bitewing skiagraphy in add-on to the visual-tactile scrutiny technique for sensing of primary teething cavities in a non-fluoridated community, and determined the prevalence of â€Å" concealed † occlusal cavities in the primary teething and concluded that In the primary teething, usage of bitewing skiagraphy increases the sensing rate of proximal surface cavities well. It is recommended that bitewing skiagraphy be included as portion of the everyday scrutiny of kids with proximal surfaces that can non be visualized21.PurposeThe purpose of this in-vivo survey is to compare and measure assorted diagnostic methods of proximal cavities sensing in primary and lasting grinders.AimTo compare visual- haptic scrutiny with ICDAS II ( VT ) , FOTI with ICDAS II ( TI ) , Conventional Bitewing skiagraphy ( C-BWR ) & A ; Digital Bitewing skiagraphy ( D-BWR ) and Laser Fluorescence Caries sensing ( DIAGNOdent pen-LF ) for proximal cavities in primary and lasting grinders. To find relationship between assorted diagnostic methods for proximal cavities in posterior dentitions.MATERIALS & A ; METHODSMaterialsMouth mirror Probe Explorer Microlux Transilluminator ( FOTI ) DIAGNOdent pen Bitewing radiographic movie ( KODAK ) RVG Unit Round diamond bur Air rotor CPI investigationMethodSAMPLE SELECTION: ( n = 100 )Inclusion standards:Untreated sound or enamel and /or dentinal lesion proximal surfaces of lasting 1st Molar & A ; primary 2nd Molar ( E & A ; 6 – Zsigmondy-Palmer notation ) .Exclusion standards:Teeth with buccal, linguistic or occlusal carious lesions, fillings, crevice sealers & A ; orthodontic sets. Medically compromised kid, Handicapped kid, victim of kid maltreatment & A ; neglect, developmental malformations. Teeth with obvious proximal carious lesions ( clinically noticeable ) .MethodologyThis in-vivo survey will be carried out in the Department of Pedodontics, M.A. Rangoonwala College of Dental Sciences & A ; Research Centre, Pune. The topics for the survey will be selected as per inclusion & A ; exclusion standards from the Outpatient Department ( O.P.D. ) . The survey will be carried out from 1st January 2010 boulder clay 1st June 2011 for mentioned sample size. Prior to scrutiny, surfaces of dentitions are to be professionally cleaned & amp ; dried. Two professionally trained testers, experienced in cavities diagnosing would be entitled for scrutiny of selected dentitions and standardization for intra- and inter-examiner variableness. After choice of the topics, an account about the survey is to be given and legal defenders of the patients have to subscribe an informed consent.Visual- haptic scrutiny with ICDAS II: Group IVisual-tactile scrutiny to be performed with oral cavity mirror, investigation & A ; explorer under dental chair visible radiation without magnification. Proximal cavities is recorded utilizing ICDAS II.FOTI with ICDAS II: Group IIUsing the ICDAS II standards, scrutiny is performed with Microlux transilluminator device ( FOTI ) & A ; the consequences to be recorded.Conventional Bitewing skiagraphy: Group IIIBitewing radiogram is to be taken with conventional movies with an appropriate exposure clip. Development of movies is to be done manually under standard conditions. The following recording standard is to be followed: 0 – sound ( no radiolucency is seeable ) 1 – Decayed ( circumscribed distinguishable radiolucency is seeable ) X – No sentiment could be formedDigital Bitewing skiagraphy: Group IVDigital bitewing radiogram is to be taken with the aid of Digital X-ray unit ( RVG Unit ) . The images to be displayed on the proctor screen. The testers would be given the freedom to set the brightness and contrast of the image. Similar standard as above ( C-BWR ) is to be considered.Laser Fluorescence Caries sensing ( DIAGNOdent pen ) : Group VFollowing the above scrutiny methods, the proximal surfaces of the selected dentition topic to scrutiny with investigation tip 2 of the DIAGNOdent pen, conforming to industries instructions. The recording is done as per cut-off points suggested by Lussi, et al19.ValidationWhen both testers agreed to the presence of proximal cavities, an operative intercession utilizing circular diamond bur and air rotor is to be done. This will function as a GOLD STANDARD in the proof method for diagnosing. The testers are supposed to utilize the dentin hardness standard with an adventurer to separate the carious and healthy dentin16. Tonss harmonizing to badness of the lesion was established for each validated tooth: 0 – no cavities 1 – Cavities confirmed to enamel 2 – Cavities widening to dentinStatistical AnalysisThe consequences obtained would be subjected to statistical analysis utilizing SPSS package.