Global Vision International Charitable Trust

Question: Discuss about the Global Vision International Charitable Trust. Answer: Introduction: This particular study focuses to provide detailed insight on how non-profit business organizations tend to achieve global recognition with the help of social media marketing and new advertising campaign. The primary vision of those non-profit organizations is not only to gain organizational image and recognition, but also to provide services to the society. In this particular study, Global Vision International Charitable Trust of Australia has been chosen in order to evaluate their social media marketing and promotional strategy. Overview of the non-profit organization: Global Vision International Charitable Trust has already occupied a predominant place in International market. This particular organization is popularly known for its numerous initiatives in encouraging the young generation for achieving different goals and missions. This particular organization is out-an-out non-politics and non-religious where people of different cultures and attitudes can get equal respect and dignity (Ashley Tuten, 2015). The primary purpose of this organization is to motivate the young generation for enhancing their skills and competencies towards different sectors. On one hand, the authority tends to provide scholarships to those youths who intend to enhance their educational career. On the other hand, the volunteers inspire the courageous youth towards sports. Providing encouragement to the young generation towards sports is not only primary vision of the organization (Berthon et al., 2012). At the same time, the GVI service providers like to recruit talented and fresh young sportspersons for their club or local community. Proper reasons why this organization is needed: After expanding their wings in the market of Australia, Global Vision International Charitable Trust has provided many opportunities to the young indigenous sportsman for associating with clubs and local community people (Cambria et al., 2012). It is undeniable that the indigenous group of people does not get proper scope to show their talents and skills due to the culture of racism. As a result, these kinds of people intend to keep themselves aloof from the society always (Baker, 2014). Global Vision International Charitable Trust has taken an effective initiative to those young generations. With the rapid progress of civilization, the needs and demands of the people are gradually becoming high. Young generation get least scope to show their extracurricular skills and talents properly. Therefore, on one hand, Global Vision International Charitable Trust helps to expose the hidden skills of youths by encouraging them towards sports. On the other hand, after being associated with a sports club, this particular youth, belonging to the backwards and poor class of society would find a source of income (De Vries, Gensler Leeflang, 2012). In addition, the sports club would be able to represent the young talents for surviving sports the society. Therefore, it is beneficial to both the club and the youth who gets chance. In order to find out the young talents the needs of this organization such as Global Vision International Charitable Trust is undeniable. SWOT analysis of the organization: Before making an effective social media marketing plan, the strength, weakness, opportunities and threats of Global Vision International Charitable Trust should be evaluated. Strengths v Global Vision International Charitable Trust is one of the largest non-profit organizations that has already created a recognition in the global market v In the previous social marketing campaign, the organization has achieved large number of response from the people of different geographical boundaries v The business experts used all the popular areas of Australia to spread their new campaign. The areas include Melbourne, Sydney, Brisbane. Weaknesses v This particular organizations mission and vision is not diversified. The organization is only concerned about mental and physical development of young generation. Opportunities v The organization is possessed with the high opportunity to encourage the female youths towards different extracurricular activities as well. v This particular campaign can motivate the family members of Australia to send their kids for regular exercise v In addition, sports is the major parts of refreshment Threats v Competitors market strategy is a major threat for Global Vision International Charitable Trust. v With the current lifestyle of Australia, it has been observed that inhabitants are very much accustomed with the technological development rather than involving themselves within extracurricular activities. Therefore, the concept of sports have become a major threats for the organization Table 1: SWOT analysis of Global Vision International Charitable Trust (Source: Erdo?mu? Cicek, 2012) Selecting the appropriate target market: Global Vision International Charitable Trust after launching their wings in the soil of Australia has targeted the young generation of backwards society. Especially the business experts targets more than 40 young people from each particular area of Australia towards sports. The organization has stood beside the people young generation from indigenous group who does not get sufficient scopes and opportunity to show their skills and talents (Fosdick, 2012). It has been observed that a large number of youths existing in Australia are possessed with extreme skills and competencies. Therefore, the organization has targeted 18 to 30 age group of people. This particular age group would be able to be associated with local sports club so that they can earn money showing their skills and talents (Armstrong et al., 2012). In the last year campaign, the organization has drawn the attention of 300 young people for taking the membership of sports club. This is one of the most effective ways of ear ning bread and butter. Therefore, the organization would like to make their target market restricted within young generation especially men. Marketing mix strategy: Marketing mix strategy is one of the most effective business plans and policies with the help of which the organizational products and services can reach to the doorstep of customers (Kaur, 2016). The four Ps of marketing mix strategy include as follows: Product: Product can be considered as a method, good, information or idea that can be delivered in the market on a particular price range. Encouraging the young generation towards sports is the primary mission of Global Vision International Charitable Trust. Motivation to the young generation towards their special skill and interest is the primary product with which Global Vision International Charitable Trust is dealing with large number of youths situated at Australia. The volunteers of this organization are providing free registration form to the target group for becoming the member of sports club. In addition, it has also been mentioned in the website that interested payers would get dresses in free of cost. As a result, the persons would not have to invest large number of amount for accessories. Price: Price is a fixed value that is considered for a particular product. Global Vision International Charitable Trust does not create any demand for the target customers for investing money (Hays, Page Buhalis, 2013). Interested club members get free services from this NGO after taking the membership in a club. Collecting sponsorship from various brands for paying the young talents for their skill is one of the major vision of Global Vision International Charitable Trust. Place: Place is a particular location or an areas of space where the target group can reach. Global Vision International Charitable Trust has established their widespread business in different geographical areas throughout the year including Australia, Canada, UK, US and the countries of Asia Pacific as well. More than 10 branches of Global Vision International Charitable Trust are available all over Australia. Therefore, this particular organization is able to create reorganization in the global market already. Promotion: Promotion is the systematic process of positioning the entire process of business in different geographical market. Global Vision International Charitable Trust being a globally recognized organization has decided to promote their entire products and service concept by using the popularity of social media (Morgan, Katsikeas and Vorhies, 2012). Social marketing campaign is the only platform with the help of which the organization would be able to draw their attention to the people of different geographical boundaries (Heymann-Reder, 2012). While making the promotional activities with the help of social media marketing, Global Vision International Charitable Trust has decided to plan social media marketing in the following way: Determine the social marketing campaign Selecting the target group Analyze the competitors market strategy Selecting the product distribution strategy Making the product price range Collecting customers feedback with the help of social media or public forum Re-forming the business strategy or policy as per customers feedback In addition, the club would like to focus offline advertising campaign as well. The volunteers would spread their product and service concept in various areas of Australia with the help of which campaign. The behavior: While promoting a particular product, consumer-buying behavior is constituted with several types that include high involvement buying behavior, low involvement buying behavior, significant difference between the brands, few differences between the brands and so on. In order to promote the products and services of Global Vision International Charitable Trust, marketing managers would love to focus on high involvement consumer behavior. With the help of high involvement behavior consumers can be highly involved towards products and services. For this particular organization, young generation is the target consumers who are fascinated towards sports and extracurricular activities (Kaur, 2016). Therefore, the volunteers of Global Vision International Charitable Trust would like to encourage the indigenous youths for participating in Australian regional sports club and local community. Benefits of this behavior The first and foremost benefit of high influence behavior is the high influence of customers. Social media marketing is one of the most effective tools with the help of which customers from different cultures and backgrounds can show their interest for using the products of this organization. The primary purpose of Global Vision International Charitable Trust is to draw the attention of youths towards sports and to recruit those employees in sports (Saravanakumar SuganthaLakshmi, 2012). As a result high influence behavior enables the youths to become highly inclined towards services of Global Vision International Charitable Trust. As a result, sports club can get talented sportsperson. On the other, the organization can get necessary benefits and facilities from those local sports club. Developing the attention grabbing message for media The primary intention of Global Vision International Charitable Trust is to encourage the young talents. Especially, this particular nonprofit organization is beyond any cultural and religious specification (Tuten Solomon, 2014). Especially indigenous group of people who are striving immensely for earning bread and butter for their family, the organization stands beside those persons. The indigenous groups of people get the source of income and the sports clubs can show the young talents. The message that Global Vision International Charitable Trust creates for media include Sports refresh our mind. Physical exercises evaluates out mental skills and ability. Therefore, we are here to stand beside those people who are interested to sign their career in the field of sports. Interested people can take the membership of our club without any registration fee. Evaluating the effectiveness of message: Media is the one of the most effective tools with the help of which Global Vision International Charitable Trust would be able to reach the doorstep of people from different geographical boundaries (Tuten Solomon, 2014). In addition, the realm of social media is vast and wide. People of various cultures and religion like to use the popularity of social media. As a result, the organization Global Vision International Charitable Trust can transmit their messages easily to the target market. Conclusion: The entire study has provided an in-depth understanding regarding the importance of social media marketing of no-profit organization like Global Vision International Charitable Trust. This particular organization aims to provide mental support to the young generations for exposing their skills and interest. Human talents or competency should be exposed based on which an individual would be able to find a source of income as well. Therefore, social media is the only platform with the help of which Global Vision International Charitable Trust would be successful to circulate their products concepts and services to different geographical boundaries. Reference List: Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2012).Marketing: an introduction. Pearson Prentice-Hall, London. Ashley, C., Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.Psychology Marketing,32(1), 15-27. Baker, M. J. (2014).Marketing strategy and management. Palgrave Macmillan. Berthon, P. R., Pitt, L. F., Plangger, K., Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy.Business horizons,55(3), 261-271. Cambria, E., Grassi, M., Hussain, A., Havasi, C. (2012). Sentic computing for social media marketing.Multimedia tools and applications,59(2), 557-577. De Vries, L., Gensler, S., Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing.Journal of Interactive Marketing,26(2), 83-91. Erdo?mu?, ?. E., Cicek, M. (2012). The impact of social media marketing on brand loyalty.Procedia-Social and Behavioral Sciences,58, 1353-1360. Fosdick, M. A. G. G. I. E. (2012). The globalization of social media: Consumer relationships with brands evolve in the digital space.Strategic Direction,28(6). Hays, S., Page, S. J., Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations.Current issues in Tourism,16(3), 211-239. Heymann-Reder, D. (2012).Social Media Marketing. Addison-Wesley Verlag. Kaur, G. (2016). Social Media Marketing.Asian Journal of Multidisciplinary Studies,4(7). Kumar, V., Bhaskaran, V., Mirchandani, R., Shah, M. (2013). Practice prize winnercreating a measurable social media marketing strategy: increasing the value and ROI of intangibles and tangibles for hokey pokey.Marketing Science,32(2), 194-212. Morgan, N. A., Katsikeas, C. S., Vorhies, D. W. (2012). Export marketing strategy implementation, export marketing capabilities, and export venture performance.Journal of the Academy of Marketing Science,40(2), 271-289. Saravanakumar, M., SuganthaLakshmi, T. (2012). Social media marketing.Life Science Journal,9(4), 4444-4451. Tuten, T. L., Solomon, M. R. (2014).Social media marketing. Sage.

On The Road Essay Thesis Example For Students

On The Road Essay Thesis Jack Kerouac is considered a legend in history as one of Americas best and foremost Beat Generation authors. The term Beat or Beatnic refers to the spontaneous and wandering way of life for some people during the period of postwar America, that seemed to be induced by jazz and drug-induced visions. On the Road was one such experience of Beatnic lifestyle through the eyes and heart of Jack Kerouac. It was a time when America was rebuilding after WW I. Describing the complexity and prosperity of the postwar society was not Karouacs original intent. However, this book described it a way everyone could visualize. It contained examples and experiences of common people looking for new and exciting experiences and most of all, the unknown. America, at the time, had very few vehicle accessible roads that stretched across the entire nation. Route 66 was one that did and, it still exists today in parts of the west. The road led them to new places and people with different views and cultures and this is a prime example of what most people had the desire to do during that era, expand their horizons. Kerouac along with friends, Dean Moriarty and Sal Paradise, combed America from New York to California and from Mexico to Colorado, describing their experiences along the way. From the jazz clubs in New Orleans to the whorehouses in Mexico, their experiences in the places and with the people they encountered will leave the reader in awe.On the Road was the most popular book Karouac ever wrote. According to Gary Snyder, a poet of the era, its description of Dean Moriarty, Jacks friend, was a depiction on the energy of the archetypal* west, the energy of the frontier, still coming down. Cassady is the cowboy crashing, is a most accurate example of American societys fascination with the cowboy lifestyle and how it eventually dwindled. Karouac describes these places and their short adventures, in a very different but detailed manner according to his perspective. Some lavish and fun, some corrupt and dangerous, but all very interesting. It describes the environment of several locations throughout the nation during this period of postwar America with great accuracy. This is a fantastic, documentary-type novel that will leave the reader considerably more informed about what was happening in society during that era along with a better understanding of why so many people were drawn to the search of a new frontier.Although they referred to their journeys as spiritual, Karouac had a difficult time convincing his critics of such a description. Though they rushed back and forth across the country on the slightest whim, getting their kicks along the way, their real journey was toward self realization and inner understanding. They seemed to cross most boundaries, legal and moral, but it was only in hopes of finding a belief on the other side. On the Road could be considered an American classic along with such books as Mark Twains Huckleberry Finn, and Scott Fitzgeraldss The Great Gatsby. These are great novels describing the exploration of personal freedom and the challenges society faced in order to achieve the American Dream.

Victorian Dogamatism as a Gift from the Romantic A Essay Example For Students

Victorian Dogamatism as a Gift from the Romantic A Essay ge and PriorVictorian Dogmatism as a Gift from the Romantic Age and PriorWalter E. Houghton prefaces The Victorian Frame of Mind by noting, the Victorian mind remains for us blurred and obscure. It appears as a bundle of various and often paradoxical ideas and attitudes (xiii). Houghton acknowledges the fragmentary and incoherent (xiii) characteristics of the Victorian period, in contrast to general assumptions defining the period simply as morally rigid and intellectually dogmatic, for instance. Much of The Victorian Frame of Mind is devoted to an exploration of the complexities of the age in revealing established generalities as actually being not so clearly defined in terms of what they are assumed to represent. We will write a custom essay on Victorian Dogamatism as a Gift from the Romantic A specifically for you for only $16.38 $13.9/page Order now An example of this is the characterization of Victorianism as a reaction to Romanticism, Houghton demonstrates this as an oversimplification as he notes Romanticisms continuing, yet often subtle and paradoxical, influence over the Victorian age.While Houghton relies on the literature of the age as a means to illustrate the various characteristics of the Victorian mind, he does not limit his analysis to what is most obviously conveyed by the writers of the time. Houghton examines the dogmatic framework behind the ideals presented by Victorian writers, as such dogmatism is often seen as one of the defining characteristics of the age. A profound difference between the Victorians and the Romantics, for instance, seems to be expressed when he writes:Paralleling his thought in other areas, Ruskin revived the tradition of absolute rules which the Romantics had challenged; and though he rightly took issue with those who thought there were no standards in art, what he meant by standards was laws of truth and right. ..just as fixed as those of harmony in music, or of affinity in chemistry. (149) Houghton goes on to clarify, however, that while the ideals presented by Victorian writers may have been quite distinct from, or even at times in direct opposition to, Romantic ideals, the philosophical basis for a Victorian writers staunch belief in his own views did not necessarily emerge as unique to Victorianism. He writes:The confidence of Victorian writers in their own sense of absolute law was founded on the possession of an infallible power of insight: either reason or intuition. Both faculties may be used, of course, and were used by the Victorians, with modesty, but the extreme exaltation of both, which was inherited, respectfully, from eighteenth-century Rationalism and nineteenth-century Romanticism, provided an epistemological basis for dogmatism. (149-50)While it most simply may be said that what at least in part ushered in the Victorian era was the waning power and excitement of the Romantic revolution in poetry, Houghton, however, notes that part of that power and excitement was still working for the Victorian writers. Such power comes in the form of a dogmatism that was not necessarily new to the age, but perhaps more pronounced than ever before because of its inheritance from the Romantic writers and even their predecessors. Houghton explains:a Victorian writer could hardly escape becoming a fine dogmatist, was created by the transformation, under philosophical or mystical influence, of the natural genius of the eighteenth-century the poet who wrote spontaneously without knowledge of classical literature or the rules of art into the Romantic Genius of the nineteenth whose imagination was an oracular organ of Truth. This heady doctrine, preached by Wordsworth and Shelley as well as by Goethe and Fichte, was adopted from those sources by the Cambridge Apostles. (152)Houghton examines the dogmatic tone of works by Victorian writers such as Tennyson, Browning, Arnold, Newman, and especially Carlyle (151-54) and comments on its attraction during the Victorian era which may, in part, account for its seeming more-pronounced presence when compared to the Romantic or earlier periods. While the dogmatism of the Romantics may have been urging readers toward a belief in the spirituality to be found in nature, for instance, Houghton notes that Victorian dogmatism had perhaps a greater task at hand a filling of the void left by emerging atheism and refinement of scientific thought. .uc09bbfdfc3514674d2b73b7301001b75 , .uc09bbfdfc3514674d2b73b7301001b75 .postImageUrl , .uc09bbfdfc3514674d2b73b7301001b75 .centered-text-area { min-height: 80px; position: relative; } .uc09bbfdfc3514674d2b73b7301001b75 , .uc09bbfdfc3514674d2b73b7301001b75:hover , .uc09bbfdfc3514674d2b73b7301001b75:visited , .uc09bbfdfc3514674d2b73b7301001b75:active { border:0!important; } .uc09bbfdfc3514674d2b73b7301001b75 .clearfix:after { content: ""; display: table; clear: both; } .uc09bbfdfc3514674d2b73b7301001b75 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uc09bbfdfc3514674d2b73b7301001b75:active , .uc09bbfdfc3514674d2b73b7301001b75:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uc09bbfdfc3514674d2b73b7301001b75 .centered-text-area { width: 100%; position: relative ; } .uc09bbfdfc3514674d2b73b7301001b75 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uc09bbfdfc3514674d2b73b7301001b75 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uc09bbfdfc3514674d2b73b7301001b75 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uc09bbfdfc3514674d2b73b7301001b75:hover .ctaButton { background-color: #34495E!important; } .uc09bbfdfc3514674d2b73b7301001b75 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uc09bbfdfc3514674d2b73b7301001b75 .uc09bbfdfc3514674d2b73b7301001b75-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uc09bbfdfc3514674d2b73b7301001b75:after { content: ""; display: block; clear: both; } READ: alcohol and nutrition Essay He indicates that dogmatic doctrine to the Victorians was not only natural (given the climate of opinion) it was attractive. They liked it. One might even say they asked for it. The prophets who put on the mantle of infallibility did so as much from public demand as from a personal sense of fitness (154). Intellectual dogmatism, in a sense, became the new religion for many during the Victorian age. Houghtons examination of Victorian intellectual dogmatism reveals it to be not so much a striking contrast to Romantic revolution in poetry, for example, but rather, the next step, how ever more pronounced, of that same dogmatism that was practiced by the Romantics and their predecessors.Bibliography:Houghton, Walter Edwards. The Victorian Frame of Mind 1830-1870. Yale Univ Press. 1963

How to Write a Psychology Essay

How to Write a Psychology EssaySample essays on psychology subjects are a great way to get into the world of academic study. In most colleges and universities, you can earn your bachelor's degree by completing an intensive course of four years or more in this area. You can also choose a master's degree program that will enable you to specialize in a particular area of psychology. Psychology is an under-recognized academic field.If you want to be successful at a psychology college or university, you need to come prepared. Many students and recent graduates get a 'psychology education' that is full of general education courses that are intended to familiarize you with the principles of psychology and its application in day-to-day life. But most of these students don't actually learn much about psychology.It's also important to be aware of specific areas of the discipline that you should be familiar with. The first of these is the distinction between the biological and the behavioral sc iences. The former, the study of the mind and behavior, is what you should really be focusing on. This type of study is used in psychology college admissions, as well as in hiring by many companies, as the person applying needs to be qualified in a number of areas.Another area to consider is the areas of psychopathology and cognitive processes. It is important to know what to expect when you enter a psychology college or university. Some psychologists say that it's just a matter of knowing which keywords you should be looking for when you're doing research. They say it's best to just take advantage of what you learn in college and apply it in your everyday life.Psychologists and counselors also look at their professional profile when they're applying for jobs. They study what skills they have, what types of clients they deal with and what they hope to achieve from their jobs. Getting past the front desk and into the building of a doctor's office is much different than coming through the front door of a cubicle. In each case, your job is to make your transition from a client to a professional as smooth as possible.Some people will tell you that psychology is a separate field and is not as influential as other branches of the medical profession. However, you don't have to go into a specific field of medicine to earn a psychology degree. If you are thinking about applying to a doctorate program in psychology, you can still complete a Bachelor's degree in any number of fields. Whether you're studying neuropsychology, behavior therapy, developmental psychology, social psychology, or education, you can gain a psychology degree from many colleges and universities.However, being able to write a good essay in the first place is a great time management technique. Think about how you can turn topics that you are interested in into a topic that interests you. That way, you can ensure that you make it to the end of the paper.By writing a little bit every day, you will be a ble to build up your knowledge of psychology. It's also a good idea to have a portfolio and resume to show potential employers. You'll want to build a solid portfolio that displays your interest in the specific area of psychology that you're pursuing.

Is it important to distinguish between immigrants and refugees

How to Motivate Yourself to Study After Summer

How to Motivate Yourself to Study After Summer Fall semester is coming! After a summer of working, travelling, and having fun with friends, it can be hard to settle back down into a regular study routine. That’s especially true if you’re a naturally active person. Here are seven easy ways to get back into the groove. 1. Take Small Bites As with any new task, setting tough goals will discourage you before you even get started. For example, to someone who is out of shape, walking even half a mile might sound overwhelming. But you don’t have to fall into the trap of all-or-nothing thinking. The new exerciser might start by simply walking to the end of the driveway to get the mail. It sounds silly, but it’s better than sitting on the couch, and just getting outside often encourages people to walk farther than they planned. When it comes to studying, at first you might sit down for just 10 to 15 minutes at a time. As you get more used to focusing, gradually increase the length of your study sessions until you can get through 30 to 60 minutes of continuous work before taking a break. 2. Pair Up Study groups are a great idea, because your study mates will hold you accountable. You’ll have to show up at a certain time and be somewhat prepared. Not fond of large groups? See if you can find just one person in your class who’s willing to be your personal study buddy. The two of you can meet in the library, under a tree, or in many other quiet places on campus. 3. Start a Ritual After a full day of classes, workouts, and possibly a part-time job, it may be hard to wind down and get into study mode. Try to come up with a pre-study action that sends a signal to your brain that it’s time to quiet down and get to work. Just like Pavlov’s dogs learned to respond to a bell, you can come up with your own personal activation ritual. You might meditate for five minutes, put on some classical music, pop in a piece of gum, or type out everything that’s on your mind into a journal so you can empty your mind of distracting thoughts. 4. Create Space Whether you prefer to study on your bed or at a desk, you should create an environment that makes you want to spend time in it. If you’re going to study on your bed, make the bed so it doesn’t invite you to take a nap instead. Have a small table beside you where you can set all your supplies. If you like to sit at a desk, make sure the surface isn’t too cluttered to use. Be sure your chair is comfortable and is at the right height for keyboarding on your laptop. Of course, you can always find a study carrel at the library if that works better for you. 5. Think Ahead It might sound silly, but use the restroom before you sit down to study. Turn off your phone. Turn on a fan or adjust the blinds to block the afternoon sun. Take care of anything that might pop up in the middle of your study period and tempt you to get up and walk away. Get a bottle of water and a snack ready beforehand, and have it within reach of wherever you’re sitting. 6. Reward Yourself Everybody likes to be rewarded for good behavior. Your reward for studying is good grades, but those reports may be months away. What’s the pay off now? Well, create your own by building rewards into your study plan. First of all, schedule regular breaks every half-hour or hour. Next, make a list of things you want to buy or do, and make a note of how many hours you have to study before you can get what you want. It’ll keep you going! 7. Face Facts Still not motivated to study? Take a look at the last semester’s grade report, your tuition bill, or that letter about your academic probation. On the more positive side, remind yourself of your larger goal to graduate with honours or fulfill your career dreams. The cold, hard facts of life will get your nose into those books in no time.

Benecol Essay Example

Benecol Essay Example Benecol Paper Benecol Paper Essay Topic: Marketing 1. Introduction Todays lifestyles are vastly different from those of past. Consumer attitudes to food, nutrition and health are maintaining at a relatively high criterion on safety and quality. The focus of nutritional science is shifting toward the concept of optimal nutrition'(Doyon Labrecque, 2008). The functional food industry which initiate healthy and nutritious foods, has taken this opportunity to be developed for a number of years. Raisio Plc. is a food and functional food company and its products have been on the market since 1995. Raisio develops, produces and markets health-promoting ingredients, feeds and malts worldwide. Its main product Benecol is the worlds first and best-known brand of cholesterol-lowering functional foods. In the UK, the term about sterol-based ingredients has been recognised over the last few years and still relatively new, and no other strong competitors among the same kind of products. Benecol see the UK market as a great opportunity to develop its products and enlarge their UK customer base. To achieve this, better informing consumer behaviour and consumer-product relationship are perceived as essential efforts for Benecol group to inform. By understanding the relevant theories relating to customer behaviour and marketing strategy, this report aims to explore the methods for Benecol brand to achieve better customer acquisition, retention and satisfaction, especially at a specialist consumer behaviour consultant view. There are four main parts which present in a structural way. Firstly, introducing a brief overview about the Benecol Company; secondly, provide the main conceptual issues involved in the implementation of Means-end chain; and the associated methods in the context of Benecol company research and apply in the UK as the final part. 2. An overview of Benecol products As a Finnish innovation, Benecol is the only range of foods that contain the ingredient plant stanol ester. It works with the body to effectively reduce cholesterol levels but also improves the health and well-being of blood vessels. Some features of this active ingredient have been revealed by more than 50 clinical studies. Studies indicate the safety of the Benecol ingredient that plant stanol ester passes through the body practically unabsorbed and the effect that Benecol products lower cholesterol up to 10 per cent and harmful LDL cholesterol up to 15 per cent as part of the daily diet'(raisiogroup.com). Functional foods containing the Benecol ingredient are sold in almost 30 countries and in many different product applications. Currently, these include dairy products such as milk drinks, cream, cheese-style spreads and yoghurts; cereal products such as soy drinks, pasta, bread and margarines; meat products and ready-made salads. 3 Means-end chains Although functional foods are becoming popular, organisations know relatively little about how consumers behaviour perceives functional foods. For product development and marketing, it is important to know how consumers explain their interests, how that interest is linked with their values and what the broader life values behind their interest are. Value of a food product is based on the self-relevant consequences that can be achieved by consuming that particular product. A particular hierarchical value map has been developed to find out the links between product attributes, their self-relevant consequences and values, that is means-end chain (Grunert, 1995). It has been suggested in academic literature that the means-end chain theory could be a relevant way of putting consumer-oriented food product design into practice (Audenaert Steenka,p. 1997). The Means-end chain represents that the major consumer processes that link values to behaviour. A common frame of means-end chain has three different levels: attribute; consequence and consumer values. When consumers evaluate each product, they will consider a set of this products attributes firstly. Attribute is a relatively specific product characteristic, not only the packaging, colour, price, quality and other external attributes, but also sellers reputation, brand and other abstract attributes. The consequence is the result that peoples consumption can provide. IF this result can meet the expectations of consumers, it will be defined as benefit. Value is more abstract than consequence (Devlin et al,2003). It involves peoples expectations, with the aim of determining what action or life is best to do or live. One assumption has divided value into terminal and instrumental values. As values motive and adapt consumers thinking and behaviour, they act in a certain way during consumption (Reynolds Gutman, 1988),. Gutman (1982), describe the process about value influencing customer behaviour as this means-end chain. It focuses on the linkage between these three levels. One important aspect seeks to understand how consumers make links between self-relevant consequences and values. Another important linkage is ConsequenceProducts attributes, that is, if consumers want to get benefits, they have to learn and familiar with the product attributes. The relationship figure shows as following. Figure1. The Means-end basis for involvement From this figure, it is possible to clarify how product attributes are linked with consequences and how these consequences are then linked with consumer values (Reynolds and Gutman, 1988). Means-end chain provides a useful tool for product development and marketing to study the structures behind consumers opinions or impressions and makes it possible for important information to be used when targeting consumers with the product information, advertisements or final products. As a useful tool, it has been used successfully in clarifying consumer perceptions of functional foods (Jonas and Beckmann, 1998). Roininen et al. (2000) have used laddering to identify how consumers perceive health and hedonic aspects in food Jonas and Beckmann (1998) clarified consumer perceptions of functional foods in England; health was mentioned as one reason for choosing functional yoghurt, cereals and butter in England. Figure2. Hierarchical value map of food for the UK consumers Resource: Baker, et al (2004) Take Hierarchical value map of the UK consumers to food ingredients as an example, if the food ingredients contain attributes as no additives or preservatives and not genetically modified, these features may meet customers psychosocial consequence as their preference of this kind of products, and the functional consequences about health related. Finally, the product are unique to reach consumers value aspect, such as enjoying a high quality of life and well-being health, even achieving personal self-esteem as get a respect for other people. 4. Identifying consumers means-end chains and Benecol products Measuring means-end chain is best accomplished with one-on-one, personal interviews in which the researcher tries to understand a consumers meanings for product attributes and consequences (Peter Olson2008). A study (published by Urala Là ¯Ã‚ ¿Ã‚ ½hteenmà ¯Ã‚ ¿Ã‚ ½ki, 2003) revealed some product categories and means-end chain of functional food. In almost all product categories, five central means-end chains describing the respondents food choices were found. These means-end chains referred to healthiness, taste and pleasure, security and familiarity, convenience, and price. In the hierarchical value maps, the links mentioned the most often between attributes, consequences and values is healthiness. Benecol focuses on dairy products. 4.1 Identifying key attributes considered by consumers Here are several methods to identify key attributes considered by consumers, such as elicitation and laddering interview, all required to communicate with customer directly. Benecol can achieve this information by experiments, or distributing questionnaire, or interview customers with a set of triad tasks. But MEC models provided a deeper understanding which can dig out consumers deeper knowledge about beliefs of psychosocial consequences and value satisfaction (Peter Olson2008). The ZMET (the Zaltman Metaphor Elicitation Technique), as an effective approach to elicit the potential consumer knowledge, Raisio company can explore this innovative qualitative interview method in its market research. Involvement also can be an important method to discover means-end knowledge, because this method not only identifies the products attributes, but the consequences and affective responses of consumers. 4.2 Focus of Involvement Consumers may be involved with various environments, specific activities and other people. An advertisement, a brand, an event or a situation, all can be factors that motive customers acting as a certain behaviour when they purchasing (Peter Olson2008). Marketers need to know what is the exact relationship between these factors and personally relevant. Benecols product attributes are strongly linked to important consequences. It is undeniable that one reason for customer choosing Benecol product is cholesterol-reducing ingredient. To some extent, this kind of foods that can be the functional consequences for helping protect against heart disease and other diseases. After user experienced the effect of Benecol products, they may recommend this product to his friends and find themselves as a wise buyer. These feeling and actions are interpreted as psychosocial consequences. Therefore, an effective cholesterol-reducing consequence may satisfy customers. In the other hand, consumers may believe the Benecol product attributes are not associated with any relevant consequences, that is, not meet their value patterns of health. This situation will experience them little or no involvement with the product. For instance, although some studies indicate the safety of Benecols products, customers worry about the plant stanol ester passes through the body practically unabsorbed, a little amount of this chemical may still absorbed by the system of organs in the body and is harmful for health. To solve and release these concerns, Benecol need to prove the effect about its products by real user cases, such as provide science based evidences and official documents. In order to let customers know more about their functional food. After detailed implementation, customers will feel more involved with the product. 4.3 Intrinsic self-relevance Understanding consumers intrinsic self-relevance can help organisation to design product attributes that consumers will connect to desired consequences and values (Peter Olson,2008). Consumers usually acquire means-end knowledge from their past experiences with purchasing (Griffin Hauser, 1993). When they use or observe others using a product, consumers learn the certain product attributes will cause consequences that can help achieving their goals and values. Actually, Benecols customers in the UK do familiar with the certain food characteristics; from their previous experience, Benecol milk drinks and Cheese-spread ingredients have good tastes, but lower cholesterol may be a relative new concept for most of them. Therefore, Benecol need to understand both the focus of consumers involvement and the sources that create it, and crucially, replacing their old food products-purchasing habit, while people can think about particular consequences of purchase that are important to them. For example, Benecol can seek to enhance intrinsic involvement with this attribute by focusing on the benefits of using and the negative consequences of not using their cholesterol-reducing product. Even through consumers are not personally involved with this functional product currently and may hold the sceptical attitude about the benefits of this attribute, they can become temporarily involved with the process of buying the product at the first time. 4.4 Understanding the key reasons for purchase and the consumer-product relationship By totally understand consumers means-end chain. We can explore it into Benecols brands. Take dairy products as examples, at the product knowledge level, the attributes of milk drinks involve high price, containing cholesterol-reducing ingredient, and healthiness. At consequence level, good taste is a function, and cholesterol-reducing ingredient is supposed to prevent heart disease; then these functional consequences turn to family enjoy this product as a psychosocial consequence; finally, combing these features together to meet the consumers social recognition as I purchase a high quality brand. Understand the consumer-product relationship can help Benecol target the UK market. There are four segments for the product category at different Brand loyalty levels: Brand loyalists, routine brand buyers, information seekers and brand switchers. Under different marketing strategies, Benecol can address the unique type of product knowledge, intrinsic self-relevance, and involvement of consumers combing with these four market segments, in order to select their target customers. 5. Conclusion It is undeniable that MEC has the potential to provide an increasingly better understanding of consumer-product knowledge and its behavioural implications. Consequently, we also believe that it has the potential of becoming an increasingly valuable tool in consumer-oriented functional food design processes not only for Benecol, but all the Raisio brands. In some researchers opinion, the progresses of these research areas can associate with techniques within consumer-oriented food product design, and develop the implementation of MEC, with the consequent desired gains in its efficiency and effectiveness (Costa et al, 2004, p.413). MEC model has broadened the study range of consumer values. It provides a comprehensive guidance for researching in the consumer behaviour aspect. This approach links values, consequences and attributes to overcome other studies just research the limitations of consumer values from a single level. In addition, this approach overcomes this inadequacy and establishes visual relationship between psychosocial factors of consumers and external product entity. However, during the process of implementing concepts, more research in the functional foods areas need to be done to minimise the shortcomings of MEC. In future studies, further exploration of MEC model still need to be improved. There are some unclear factors about customers memory storage, the ways they remember products attributes and consumer organisations and consumer-product knowledge; and in practices, how do these knowledge be aroused when the customer dealing with the actual decision-making.