Produce a marketing strategy for a new or existing product Essay Example

Produce a marketing strategy for a new or existing product Essay In this unit I will need to produce a marketing strategy for a new or existing product. The company that I have chosen is boots. My strategy will need to include evidence and information about: * how the strategy is based on the principles of marketing * How I have used sources of primary and secondary marketing information * How I have analysed the impact of the external environment on your marketing decisions We will write a custom essay sample on Produce a marketing strategy for a new or existing product specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Produce a marketing strategy for a new or existing product specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Produce a marketing strategy for a new or existing product specifically for you FOR ONLY $16.38 $13.9/page Hire Writer * How I analysed the marketing context and decided on an appropriate strategy * How I have developed a coherent mix of strategies to meet consumer needs. I will also need to produce an oral presentation. First I will define what are marketing and its principles. Marketing is a way of advertising something. It is a way of thinking. Market The set of actual of potential users/customers. Market area A geographical area containing the customers/users of a particular firm/library for specific goods or services. Market demand The total volume of a product or service bought/used by specific groups of customers/users in a specified market area during a specified period. Market development Expanding the by present users. Market positioning total market served by 1) entering new segments, 2) converting nonusers, 3) increasing use Positioning refers to the users perceptions of the place a product or brand occupies in a market segment. Or how the company/librarys offering is differentiated from the competitions. Market profile A breakdown of a facilitys market area according to income, demography, and life style Market research The systematic gathering, recording and analysing of data with respect to a particular market, where market refers to a specific user group in a specific geographic area. Market segmentation The process of subdividing a market into distinct subsets of users that behave in the same way or have similar needs. Segments for the library could be demographic (Asian); geographic (branch-level); psychographics (leisure-oriented); customer size (largest user group area); benefits (have children in the home learning to read.) Market share A proportion of the total sales/use in a market obtained by a given facility or chain. Marketing The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. Marketing channel A set of institutions necessary to transfer the title to goods and to move goods from the point of consumption. (Vendors, publishers, library facilities.) Marketing mix The mix of controllable variables that the firm/library uses to reach desired use/sales level in target market, including price, product, place and promotion- 4 Ps. Marketing opportunity An attractive arena of relevant marketing action in which a particular organization is likely to enjoy a superior and competitive advantage. Marketing plan a document composed of an analysis of the current marketing situation, opportunities and threats, analysis, marketing objectives, marketing strategy, action programs, and projected income statement Marketing is the management process that is responsible for identifying products that would be likely to make a profit when sold and then selling these products to customers. Marketing finds out what consumers want and then attempts to meet those needs, at a profit. It a can also be defined as getting the right product to the right place at the right time. It is not the same as selling- that is making people buy what youve got. Marketing is making people want what youve got. The aim of marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or service sells itself. When marketing a product you need to consider the 4 ps. Getting the mix right is essential to successfully market your product. The four Ps are: * Product- can be a good or service. In competitive markets, businesses have to be customer driven. They may use types of product differentiation (e.g. package design and/or a brand name) in an attempt to convince potential customers that their good or service is different from competitors products. The four types of products are: 1. Star High share of market in the growth stage of the product life cycle. -Requires significant injections of capital to finance the rapid growth. -May have negative cash flows but seen as having potential for high sales, and profit. 2. Cash Cow -High markets share, bringing in high sales revenue, cash flows and (usually) profit. -No market growth likely. -Product may have a personality/image in the market. -The large amounts of cash bought in can be used to subsidise stars. 3. Problem Child -Low share of a market with high potential for growth. -Relatively large injections of finance needed (as with stars). -Uncertainty about future sales revenue, cash flow and profit. -Decision needed on whether or not to halt production, or (if possible) to sell a brand. 4. Dog -Not going anywhere- no growth potential. -Any profit has to be reinvested just to maintain market share. -Identify and remove from the product portfolio. * Price- setting the right price for a product is a crucial aspect of marketing. There are short-and long-term objectives to be considered when pricing goods or services e.g. survival may become the priority in a recession, and imply low prices to maintain some sales and cash flow. Economic theory assumes that a price will be determined by market forces reaching equilibrium. The economic environment. A business may simply have to try and match the market price/going-rate for its products, or may have some control over its prices. * Place- Making goods available to users/consumers involves two main decisions: 1. Method of Transport-Depends on the type of goods. There will be several factors, e.g. most rail journeys also involving road transport, and whether a business should have its own fleet of road vehicles. 2. Channel Of Distribution-The procedure, or channel management required getting a product to the customers. The traditional channel includes using the wholesaler, but there are other possible channels. * Promotion-The overall objective of promotion is ensuring the survival and the growth of a business through an increase in long-term demand for its product(s). Selling will be the outcome of successful promotion. Market research is the collecting of data, the aim of which is to understand better what is happening in the marketing place, as the marketing department of a firm needs to know about consumers views and economic trends. Primary data is data you have gathered yourself, whereas secondary data is somebody elses data you use. Market research involves doing market research on customers, analysing their needs, and then making strategic decisions about product design, pricing, promotion and distribution. The purpose of market research is to provide information on particular market to those managers responsible for the firms marketing strategy, about what people want-a particular group of potential customers will need to be targeted. Data can be: * Primary- i.e. collected for a specific purpose. It will involve either a census (of every person in an area) or sampling (of a subset of the population). or * Secondary-i.e. Used for another purpose besides the original one. It could be internal data (from within the organisation, e.g. employee details or costings), or external data (e.g. from a government department, a newspaper, the TUC or the CBI). And. * Quantitative- i.e. in the form of numbers, e.g. showing the market share of different businesses, or the number of adults who will have seen a particular advertisement on television. Or * Qualitative- i.e. without, e.g. giving the motives for customers buying, or not buying, a particular product. In most cases market research will involve choosing a sample to represent the whole target group. The larger the sample, the more accurate the results will be, but costs will also be greater- a full national census costs millions of pounds, e.g. Random sampling is where every member of the target group/population has an equal chance of being chosen to provide responses. Computers might do the random selection. Systematic sampling involves selecting, for example, every 10th item or person from a list of the target group. Stratified sampling identifies distinguishable subgroups in the total group, then a certain number of members of each subgroup are chosen (at random). Cluster sampling involves selecting a geographical area, and then all the members of that local group/population are sampled, e.g. a sample of small retailers in a particular town. Field or primary research is when new data is obtained for a specific purpose, this can be provided by the marketing department of a firm. Data is usually gathered by surveys, (face-to-face, telephone, or by post). An advantage of field research is that the firm can have control over the whole process, and it can be more effective, but it does take longer and will cost the firm more. Desk or secondary research is the use of existing, already collected data. This could be anything from department of trade and industry reports to a companys sale statistics. Also company reports, government statistics, and surveys published by research organisations can be used as secondary sources of information. Desk research is quicker and cheaper than field research, but findings are not necessarily accurate or always relevant to your product. Marketing principles, there are many priorities within an organisation, but if it is truly marketing oriented, many of the following principles will be high on its agenda. Market research must establish whether current products or services satisfy customers expectations. Anticipating the future and forecasting tomorrows customer needs and expectations is the task of marketing research. This is very vital. Generating income or profit clearly states that the need of the organisation is either to be profitable or to generate as much income as possible e.g. likes a charity. Satisfactory growth can be achieved by entering new markets or creating a new product or both. Having a clear plan is essential for an organisation. The whole emphasis of the planning process is for the organisation to think customer and think marketing. The PEST analysis examines changes in a market place caused by political, economic, technological factors. Any organisation unaware of what is going on in the business world will risk being outmanoeuvred. Changes in the law will add to uncertainties. Statue law like the consumer protection law, and the voluntary agreements like the moni toring of advertising standards authority. Clearly understanding who the competition is and what benefits they are offering are essential for an organisation. Principles can be arranged into three categories: * Needs of the customer * Needs of the organisation * Influence of the market Businesses use the abbreviation SMART to shape their objectives. SMART stands for Specific, Measurable, Achievable, Realistic Time constrained. There are many types of business objectives in the private sector, depending on the business situation and their general direction in the market, they are as follows: 1) Survival When a business is in its early stages then it will want to survive, it will shape its objectives to make trading easier and maximise profits. Another threat to a business survival is corporate takeover; to prevent this a business would have to reshape their objectives. 2) Profit Maximisation This is exactly as it sounds, for many reasons a business will need to maximise profits and to do this suitable objectives will have to be drawn up. Some business may choose to go for long-term profit maximisation to ensure that they make lots of money and can therefore expand. 3) Satisfying This is an objective that maximises profit to the owners; it might not give the maximum profit that is possible to achieve. 4) Growth These objectives increase the growth of the business so that the workers, managers and directors can benefit. 5) Promotion of image Relationships with customers and employees is key in a modern business and so a company is ever vigilant of how it appears to these people. For a company o is better that the competition it is important that they have the correct image and a better one than the competition. Objectives can be shaped to develop good relations and treat employees well. Boots is a public limited company; they are included in the FTSE 100 stock exchange. Boots main business activity is retailing also they provide many other services such as: à ¯Ã‚ ¿Ã‚ ½ Boots Opticians à ¯Ã‚ ¿Ã‚ ½ Boots Dental care à ¯Ã‚ ¿Ã‚ ½ Boots Foot care à ¯Ã‚ ¿Ã‚ ½ Health Beauty Services à ¯Ã‚ ¿Ã‚ ½ Boots Hearing care à ¯Ã‚ ¿Ã‚ ½ Insurance Services ADVANTAGES AND DISADVANTAGES OF LIMITED LIABILITY COMPANIES 1. Liability is, in the vast majority of cases, strictly limited to the investments made by the shareholders. 2. Company Officers are not personally liable for their actions unless, in most instances, there is a clear and serious breach of their fiduciary duty. 3. Ironically, despite the limited liability, such entities often benefit from greater prestige than their sole proprietorship or partnership counterparts. The reason is probably because such an enterprise normally requires more planning and thus is deemed more credible. 4. They often benefit from significant tax advantages. In fact, many countries around the world give exclusive tax incentives to this type of entity. 5. The rights of shareholders are normally clearly defined and protected. 6. Corporate taxes only become payable after the end of the financial year. This means that money that would otherwise be taxed on a monthly or quarterly basis is available to earn further money before the final payment of tax. DISADVANTAGES 1. In larger companies shareholders often lose direct control over their investment. 2. Limited liability companies generally require the appointment of accountants, auditors and professional company secretaries. This means that such a structure is often more expensive to maintain than simple sole proprietorships or partnerships. 3. Certain professional bodies, especially those representing the legal and medical fields, do not allow members to register a limited liability company. In many instances, this denial has resulted in very high indemnity insurance. Aims Objectives The Boots Company intends to become the leader in wellbeing products and services in the UK and overseas. Simplify the business to focus on what we are best at. We should be a market leader, in health care, beauty care, and general fitness. We need to create more wellbeing related brands. Keep building our international health care and retail business. The objectives above mean that, first of all the Boots Company the leader in wellbeing products and services in the UK and overseas this means that they want to be the market leaders from their competitors who are Super drug, and for their retail range, GAP. They want to simplify the business to focus what they are best at, health and beauty; this means that they want to focus more on their beauty products such as No7. Also the want to be a market leader in, health care, beauty care, and general fitness, this is because Boots believes that wellbeing products are starting to focus now on health care and related areas. Also they want to create more wellbeing products because they want to be market leaders in wellbeing, this will not be cheap for them, but they well have to protect profits by relentlessly cutting costs. Also they want to keep building their international health care because the want to be market leaders around the world. The Boots Company have simplified the business organisational structure; during the year they have integrated their business as Boots Retail, with Boots Retail International as its overseas extension. This is saving Boots costs and them more a swift organisation. For example they have moved from three separate property departments to one; from 100 construction suppliers to seven; and from 14 internal IT groups to one. The have accelerated the transformation of their UK presence. They are positioning Boots as the leader in wellbeing services, as well as products. By the year-end of 2001 they had 297 Boots optician stores, 54 Dental care practices, 44 Foot care practices, 47 Hearing care centres, 22 Laser hair removal clinics, ten Health Beauty Services centres offering a wide range of therapies and treatments. This is telling us that Boots is very serious to becoming the leader in wellbeing services and products. Sales à ¯Ã‚ ¿Ã‚ ½M231.0Operating loss (33.1) Boots have stepped-up the pace at Boots Healthcare International. Clearasil, acquired in December 2000 was the driving force behind BHIs 12.5% sales growth last year. They also integrated the brand smoothly, turned its sales from decline to growth, and used it to open the door for local businesses to the huge US over-the-counter markets. South Asia, in Thailand, like for like their sales grew by 2.2%, focusing the offer much more on Boots brands and therefore driving up the margin, generated an even strong like for like gross profit growth. Europe, in Netherlands, sales of No7, grew in line with expectations as gained national distribution. This tells us that in the two continents where Boots is located they are making profits and they are successful, and they are keeping building their International business. This tells us that in the two continents where Boots is located they are making profits and they are successful, and they are keeping building their International business. Boots Retail International Sales à ¯Ã‚ ¿Ã‚ ½M40.3Decrease % (4.3) Loss à ¯Ã‚ ¿Ã‚ ½M (before expectations)(24.Increase %44.5 To develop an appropriate marketing strategy would involve creating a link between the external environment and the internal strengths of Boots. SWOT analysis is the focus upon the strengths, weaknesses, opportunities and threats facing a business internally and externally. To enable a SWOT analysis to be carried out, research into Boots current and future positions need to be completed. This would result in building upon its strengths, minimise its weaknesses, seized its opportunities and cancel out the threats. STRENGTHS à ¯Ã‚ ¿Ã‚ ½ Large established business à ¯Ã‚ ¿Ã‚ ½ Good reputation à ¯Ã‚ ¿Ã‚ ½ Wide portfolio of products à ¯Ã‚ ¿Ã‚ ½ Good advertising (Coronation St) à ¯Ã‚ ¿Ã‚ ½ Large target market OPPORTUNITIES à ¯Ã‚ ¿Ã‚ ½ Sponsorship for sporting events à ¯Ã‚ ¿Ã‚ ½ Diversify into a different market à ¯Ã‚ ¿Ã‚ ½ Expand Nationally à ¯Ã‚ ¿Ã‚ ½ Promote using large marketing strategies THREATS à ¯Ã‚ ¿Ã‚ ½ Cadburys main competitor launching a new product à ¯Ã‚ ¿Ã‚ ½ More companies diversifying into the cosmetics market à ¯Ã‚ ¿Ã‚ ½ A large price war, taking Boots off the market WEAKNESSES à ¯Ã‚ ¿Ã‚ ½ Unmotivated staff in the work place à ¯Ã‚ ¿Ã‚ ½ Too big a demand for a particular product PEST is split into four categories, political, economic, social and technological influences, which are all external factors. A PEST analysis identifies what external factors are going to affect Boots in the coming months and years. POLITICAL business decisions which are influenced by political and legal decisions. à ¯Ã‚ ¿Ã‚ ½ Political decisions can affect Boots for the good and the bad, because if taxes increase, therefore consumers decrease and sales of stock decrease. However if taxes decrease the likelihood is consumers will buy more. à ¯Ã‚ ¿Ã‚ ½ Laws can also change Boots income because if a law was brought out, that you could only work 9.00am 5.00pm. ECONOMIC influenced by domestic economic policies and world economic trends. à ¯Ã‚ ¿Ã‚ ½ The interest rates can affect Boots because if the interest rates were high then Boots would not want to borrow as much money for expansion. Also if consumers had loans they would again have less disposable income to but luxury items. à ¯Ã‚ ¿Ã‚ ½ If the minimum wage was brought down, this would mean more money for Boots but would also result in low sales from the consumers. à ¯Ã‚ ¿Ã‚ ½ The government can also raise taxes, which would bring a stand still to the sales of cosmetics. SOCIAL -close analysis of society à ¯Ã‚ ¿Ã‚ ½ If Boots do not control their pollution levels or have big buildings destroying the landscape with noise and traffic congestion, then the local residents would complain to their local council resulting to possible incentives for bringing in jobs for the community being stopped. à ¯Ã‚ ¿Ã‚ ½ On the other hand local residents with small businesses near to Boots would benefit due to the money being brought in by tourists. TECHNOLOGICAL developments in manufacturing and business processes. à ¯Ã‚ ¿Ã‚ ½ Cost of machinery. à ¯Ã‚ ¿Ã‚ ½ New machinery à ¯Ã‚ ¿Ã‚ ½ Maintenance à ¯Ã‚ ¿Ã‚ ½ Training for advancing IT à ¯Ã‚ ¿Ã‚ ½ Upgrading old machines to improve the company à ¯Ã‚ ¿Ã‚ ½ Advances of transport of goods/cost/lorries Boots Mission Statement is: Our mission is to grow our business profitably so that we are: A leading player in our chosen markets by size, ranking, regard or influence. A natural choice for customers and intermediaries- positively regarded, attractive and competitive. A challenge to our competitors creditable, effective and respected. Mohammed Shaqeeb 13ADO

Radiocarbon Dating - Reliable but Misunderstood

Radiocarbon Dating - Reliable but Misunderstood Radiocarbon dating is one of the best known archaeological dating techniques available to scientists, and the many people in the general public have at least heard of it. But there are many misconceptions about how radiocarbon works and how reliable a technique it is. Radiocarbon dating was invented in the 1950s by the American chemist Willard F. Libby and a few of his students at the University of Chicago: in 1960, he won a Nobel Prize in Chemistry for the invention. It was the first absolute scientific method ever invented: that is to say, the technique was the first to allow a researcher to determine how long ago an organic object died, whether it is in context or not. Shy of a date stamp on an object, it is still the best and most accurate of dating techniques devised. How Does Radiocarbon Work? All living things exchange the gas Carbon 14 (C14) with the atmosphere around them- animals and plants exchange Carbon 14 with the atmosphere, fish and corals exchange carbon with dissolved C14 in the water. Throughout the life of an animal or plant, the amount of C14 is perfectly balanced with that of its surroundings. When an organism dies, that equilibrium is broken. The C14 in a dead organism slowly decays at a known rate: its half life. The half-life of an isotope like C14 is the time it takes for half of it to decay away: in C14, every 5,730 years, half of it is gone. So, if you measure the amount of C14 in a dead organism, you can figure out how long ago it stopped exchanging carbon with its atmosphere. Given relatively pristine circumstances, a radiocarbon lab can measure the amount of radiocarbon accurately in a dead organism for as long as 50,000 years ago; after that, theres not enough C14 left to measure. Tree Rings and Radiocarbon There is a problem, however. Carbon in the atmosphere fluctuates with the strength of earths magnetic field and solar activity. You have to know what the atmospheric carbon level (the radiocarbon reservoir) was like at the time of an organisms death, in order to be able to calculate how much time has passed since the organism died. What you need is a ruler, a reliable map to the reservoir: in other words, an organic set of objects that you can securely pin a date on, measure its C14 content and thus establish the baseline reservoir in a given year. Fortunately, we do have an organic object that tracks carbon in the atmosphere on a yearly basis: tree rings. Trees maintain carbon 14 equilibrium in their growth rings- and trees produce a ring for every year they are alive. Although we dont have any 50,000-year-old trees, we do have overlapping tree ring sets back to 12,594 years. So, in other words, we have a pretty solid way to calibrate raw radiocarbon dates for the most recent 12,594 years of our planets past. But before that, only fragmentary data is available, making it very difficult to definitively date anything older than 13,000 years. Reliable estimates are possible, but with large /- factors. The Search for Calibrations As you might imagine, scientists have been attempting to discover other organic objects that can be dated securely steadily since Libbys discovery. Other organic data sets examined have included varves (layers in sedimentary rock which were laid down annually and contain organic materials, deep ocean corals, speleothems (cave deposits), and volcanic tephras; but there are problems with each of these methods. Cave deposits and varves have the potential to include old soil carbon, and there are as-yet unresolved issues with fluctuating amounts of C14 in ocean corals. Beginning in the 1990s, a coalition of researchers led by Paula J. Reimer of the CHRONO Centre for Climate, the Environment and Chronology, at Queens University Belfast, began building an extensive dataset and calibration tool that they first called CALIB. Since that time, CALIB, now renamed IntCal, has been refined several timesas of this writing (January 2017), the program is now called IntCal13. IntCal combines and reinforces data from tree-rings, ice-cores, tephra, corals, and speleothems to come up with a significantly improved calibration set for c14 dates between 12,000 and 50,000 years ago. The latest curves were ratified at the 21st International Radiocarbon Conference in July of 2012. Lake Suigetsu, Japan Within the last few years, a new potential source for further refining radiocarbon curves is Lake Suigetsu in Japan. Lake Suigetsus annually formed sediments hold detailed information about environmental changes over the past 50,000 years, which radiocarbon specialist PJ Reimer believes will be as good as, and perhaps better than, samples cores from the Greenland Ice Sheet. Researchers Bronk-Ramsay et al. report 808 AMS dates based on sediment varves measured by three different radiocarbon laboratories. The dates and corresponding environmental changes promise to make direct correlations between other key climate records, allowing researchers such as Reimer to finely calibrate radiocarbon dates between 12,500 to the practical limit of c14 dating of 52,800. Constants and Limits Reimer and colleagues point out that IntCal13 is just the latest in calibration sets, and further refinements are to be expected. For example, in IntCal09s calibration, they discovered evidence that during the Younger Dryas (12,550-12,900 cal BP), there was a shutdown or at least a steep reduction of the North Atlantic Deep Water formation, which was surely a reflection of climate change; they had to throw out data for that period from the North Atlantic and use a different dataset. We should see some interesting results in the very near future. Sources and Further Information Bronk Ramsey C, Staff RA, Bryant CL, Brock F, Kitagawa H, Van der Plicht J, Schlolaut G, Marshall MH, Brauer A, Lamb HF et al. 2012. A complete terrestrial radiocarbon record for 11.2 to 52.8 kyr B.P. Science 338:370-374.Reimer PJ. 2012. Atmospheric science. Refining the radiocarbon time scale. Science 338(6105):337-338.Reimer PJ, Bard E, Bayliss A, Beck JW, Blackwell PG, Bronk Ramsey C, Buck CE, Cheng H, Edwards RL, Friedrich M et al. . 2013. IntCal13 and Marine13 Radiocarbon Age Calibration Curves 0–50,000 Years cal BP. Radiocarbon 55(4):1869–1887.Reimer P, Baillie M, Bard E, Bayliss A, Beck J, Blackwell PG, Bronk Ramsey C, Buck C, Burr G, Edwards R et al. 2009. IntCal09 and Marine09 radiocarbon age calibration curves, 0-50,000 years cal BP. Radiocarbon 51(4):1111-1150.Stuiver M, and Reimer PJ. 1993. Extended C14 data base and revised Calib 3.0 c14 age calibration program. Radiocarbon 35(1):215-230.

Effective Speech Writing, Inspirational Public Speaking

Effective Speech Writing, Inspirational Public Speaking Writing speeches for graduation, class assignments, or other purposes consists of a lot more than finding a few inspirational quotes and possibly a funny story or two. The key to writing good speeches lies in using a theme. If you always refer back to this theme, the audience will respond positively and remember your words. This does not mean that inspirational quotes are not important, but they should be integrated into your speech in a way that makes sense. Choosing a Theme The first task that a public speaker needs to focus on before they do any actual writing is the message they are trying to convey. My inspiration for this idea came from the speeches of John F. Kennedy. In his Inaugural Speech, he chose to focus on freedom. He addressed many different topics, but always came back to this idea of liberty. When asked to be the guest speaker at a National Honor Society induction recently, I decided to focus on how an individuals daily decisions add up to reveal that persons true character. We can not cheat in the small things and expect these blemishes to never surface. When the real tests in life occur, our character will not be able to withstand the pressure because we have not chosen the harder path all along. Why did I choose this as my theme? My audience consisted of Juniors and Seniors at the top of their respective classes. They had to meet stringent requirements in the areas of scholarship, community service, leadership, and character in order to be accepted into the organization. I wanted to leave them with one idea that might make them think twice. How does this relate to you? First, you must decide who will make up your audience. In a graduation speech, you are addressing your fellow classmates. However, parents, grandparents, teachers and administrators will also be present. While you will be focusing on people your age, what you say must be in line with the dignity of the ceremony itself. Remembering that, think of the ONE thought with which you want to leave your audience. Why only one idea? Mainly because if you reinforce a single point instead of focusing on a number of different ideas, your audience will have a greater tendency to remember it. A speech does not lend itself to having many themes. Stick with one really good theme, and use each point you make, your theme reinforcers, to bring that idea home. If you would like some ideas for possible themes, look at the world around you. What are people concerned about? If you are speaking about the state of education, find one central idea that you feel strongly about. Then return to that idea with each point you make. Write your individual points to reinforce your idea. To return to the graduation speech, check out these top ten themes to use when writing your speech. Utilizing Theme Reinforcers Theme reinforcers are simply the points that a speechwriter uses throughout his or her speech to reinforce the central idea they are trying to get across. In Winston Churchills famous commencement address to Westminster College in 1946, we find him emphasizing over and over again the need for cooperation against tyranny and war. His speech covered serious problems with which the post-war world was faced, including what he termed as the iron curtain that had descended across the European continent. Many say that this speech was the beginning of the cold war.  What we can learn from his address is the importance of continually reiterating one idea. The effect that this speech had on the world is almost incalculable. On a more local note, I used the four requirements necessary to become a member of NHS as my four points. When I discussed scholarship, I returned to my idea of daily decisions and said that a students attitude towards learning is increased positively with each personal decision to focus on the task at hand. If a student enters a class with the attitude that they want to learn what is being taught, then their efforts will shine forth in true learning. I continued in this vein for each of the other three requirements. Of course, this does not mean that throughout the speech the same words are repeated over and over. The hardest part of writing any speech is to approach the main theme from many different angles. Wrapping it All Together Once youve picked your theme and chosen the points you want to emphasize, putting the speech together is fairly simple. You can organize it first in outline form, remembering to return at the end of each point to the theme you are trying to get across. Numbering your points sometimes helps the audience remember where you are and how far you have left to travel before the climax of your speech. This climax is the most important part. It should be the last paragraph, and leave everyone with something to think about. One great way to bring your ideas home is to find a quote which aptly embodies your theme. As Jean Rostand said, Certain brief sentences are peerless in their ability to give one the feeling that nothing remains to be said. Quotes, Resources and an Unconventional Idea Find great quotations and other speech writing resources. The tips found on many of these pages are awesome, especially the strategies for giving the speeches themselves. There are also many unconventional ideas that can be incorporated into speeches. A great example of this occurred during a graduation speech by a Valedictorian which incorporated music throughout. She picked three different songs to represent the students elementary, middle, and high school years and played them softly while she went through memories for the class. Her theme was a celebration of life as it was, is, and will be. She ended with a song of hope and left students with the idea that there was a lot to look forward to in the future. Speech writing is all about knowing your audience and addressing their concerns. Leave your audience with something about which to think. Include humor and inspirational quotes. But make sure that each of these are integrated into the whole. Study the great speeches of the past to find inspiration. The joy that you will feel when you have given a speech that has inspired people is amazing and worth the effort. Good luck! Inspiring Speech Example The following speech was delivered during an induction to the National Honor Society.   Good Evening. I am both honored and flattered to have been asked to speak for this wonderful occasion. I congratulate each of you and your parents. Your achievements in the realms of Scholarship, Leadership, Community Service, and Character are being honored here tonight by your induction into this prestigious society. An honor such as this is a wonderful way for the school and community to recognize and celebrate the choices, and sometimes the sacrifices, you have made. But I believe that what should make you and your parents the most proud is not the actual honor itself, but what you had to do to get it. As Ralph Waldo Emerson said, The reward of a thing well done is to have done it. Any recognition is just the icing on the cake, not to be expected but definitely to be enjoyed. However, I challenge you not to rest on your laurels but to continue to strive towards even loftier goals. The four requirements for membership in which you have excelled: scholarship, leadership, community service, and character were not chosen at random. They are the core of a fulfilled and fulfilling life. The most important thing to remember is that each of these characteristics are the sum of many individual decisions. They embody a positive attitude backed by purpose. The only way to achieve your purpose is to take small actions everyday. In the end, they all add up. My hope for you is that you will cultivate this attitude backed by purpose in your own life. PAUSE Scholarship is much more than just getting straight As. It is a life-long love of learning. In the end it is a sum of small choices. Each time you decide you WANT to learn something, the experience will be so rewarding that the next time becomes easier. Soon learning becomes a habit. At that point, your desire to learn makes getting As easier while taking the focus off of grades. The knowledge can still be hard to gain, but knowing youve mastered a difficult subject is an awesome reward. Suddenly the world around you becomes richer, full of learning opportunities. PAUSE Leadership is not about being elected or appointed to an office. The office does not teach someone how to be a leader. Leadership is an attitude cultivated over time. Are you one to stand up for what you believe in and face the music even when that music happens to be unpleasant? Do you have a purpose and follow that purpose to get the ends you desire? Do you have a vision? These are all questions that true leaders answer in the affirmative.But how do you become a leader? Each small decision you make takes you one step closer. Remember the goal is not to get power, but to get your vision and your purpose across. Leaders without visions can be likened to driving in a strange town without a road map: you are going to wind up somewhere, it just might not be in the best part of town. PAUSE Many see community service as a means to an end. Some might see it as a way to get service points while socializing, while others may view it as an unfortunate (and often inconvenient) necessity of high school life. But is that true community service? Once again true community service is an attitude. Are you doing it for the right reasons? Im not saying there wont be Saturday mornings when you would rather sleep your heart out than paint your heart out. What Im talking about is that in the end, when it is all done, and you are once again well-rested, you can look back and realize that you did something worthwhile. That you helped your fellow man in some way. Remember as John Donne said, No man is an island entire of himself. PAUSE Finally, character. If there is any one thing that is evidenced by your daily choices it is your character. I truly believe what Thomas Macaulay said, The measure of a mans real character is what he would do if he knew he would never be found out. What do you do when no ones around? The teacher steps out of the room for a moment while you are taking a test after school. You know exactly where in your notes the answer to question 23 is. Do you look? Minimal chance of being caught! The answer to this question is the key to your true character. For while being honest and honorable when others are watching is important, being true to yourself is tantamount. And in the end, these private day-to-day decisions will eventually reveal your true character to the world. PAUSE All in all, are making the tough choices worth it? Yes. While it would be easier to slide through life without a purpose, without a code, it would not be fulfilling. Only by setting difficult goals and achieving them can we find true self-worth. One final thing, each persons goals are different, and what comes easy to one may be difficult for another. Therefore, do not squash others dreams. This is a surefire way to know that you arent working towards fulfilling your own. In conclusion, I congratulate you for this honor. You are truly the best of the best. Enjoy yourself, and remember as Mother Teresa said, Life is a promise; fulfill it.

International tourism management Essay Example | Topics and Well Written Essays - 2000 words

International tourism management - Essay Example Thus, according to Tribe (2008), the goal of critical theory in tourism is critical emancipation where all stakeholders are given the opportunity to benefit from the tourism industry. Against this background, this essay will begin by explaining the meaning of culture then reflect on some of the cultural aspects that can be taken into consideration and the strategies to implement them by international tourism businesses that seek to establish themselves in emerging markets overseas. The Minster English Dictionary defines culture as, â€Å"intellectual, behavioural, and artistic ideas, beliefs of a particular group, time or place or it can refer to any particular stage of civilization.† Simply put, culture denotes the behaviour of an identifiable group of people living in a particular place. It shapes their way of doing things in their everyday life. The cultural and social environment affects the way people live and behave in several ways in that it shapes their behaviour and the way they conduct themselves in society (McCarthy & Perreault 1993 as cited in Bennet 1995). International tourism businesses which are concerned about the success of their business should also be concerned about the following cultural variables that characterise many emerging tourist destinations: language spoken, type of education the people have, religious beliefs, type of food as well as other social aspects such as marriage, families and roles of women among other things. As going to be explained in detail below, it can be noted that all these factors have a bearing on the way an organisation will operate and thrive in foreign land. Whilst it is important for the international tourism company to retain its business goal of generating income, it can thus be seen that the onus is theirs to recognise the culture of the local people in the area they will seek to establish business for their own benefit. It can also be noted that the emerging markets overseas have more to deal with social

Summaries Assignment Example | Topics and Well Written Essays - 250 words - 2

Summaries - Assignment Example establishing research problems, attaining information by scrutinizing a variety of most important and less important sources, consolidating information by making graphic illustrations, evaluating facts to determine and elucidate patterns and inclinations, and presenting and authenticating findings verbally or in inscription. Geography plays a pivotal role in enhancing life skills (Butt et.al 2011). It enables learners to understand and comprehend the environment well. In the long-run, this enables learners with the ability to discern between what is virtuous and debauched towards the environment. Besides, it makes life easy and enjoyable to leave since the life skills and techniques enable an individual to think analytically and propose viable strategies to make life worth leaving. It facilitates research of geographical features, which have significance to human beings. Research facilitates growth of projects like; nuclear power plants, irrigation schemes, canals and dams roads and terrace farming. Indulgence in the aforementioned activities enhances life skills as it is through discovery of a single invention that leads to another. Besides, the technology sector continues to witness invention of applications like the google app the Global positioning systems among others. Successful invention of an in novation encourages inventors to research more and thus enhancing self-actualization and satisfaction. However, life without geography could mean nothing. Since, inventions like electricity came into being due to a critical analysis of geographical features. Electricity plays a significant role towards the economy since it is through electricity that industries are able to operate, thus high employees to work in industries. This in turn, ensures the economy runs smoothly since goods and services are readily available to the market. Justifiably, it is through geography that researchers were able to invent and develop their

The poem Hide and Seek Essay Example for Free

The poem Hide and Seek Essay The poem Hide and Seek was written by Vernon Scannel and is about a child playing hide and seek with his friends. The main theme of this poem is isolation. There are a few subthemes as well, such as difficulties in life, competition and abandonment. The poet uses a vast amount of literary devices, like similes, metaphors and personification, and writes the poem as an extended metaphor for life. He also uses a variety of punctuation which helps build up tension throughout the poem. I will be discussing the effect the poet Scannel creates by using these devices in the next few paragraphs. Vernon Scannels poem has two meanings. The obvious one is about a child playing hide and seek and then realising that his friends have left him, showing abandonment. But the deeper meaning of this poem is that the poet is actually describing what happens in life. As he shows the child starting out with full confidence at the beginning of the game, he means to say that when someone starts off a new life they are confident and strong (Im ready! Come and find me! ). The exclamation marks show the child is full of energy and assurance that he cannot lose the game and if we go deeper we can see that someone who starts a new life will have the same attitude. There are difficulties, of course, like the cold floor and the salty dark. This metaphor gives the effect of some place harsh and uncomfortable, in a real life situation this would be any obstacle that is come across. The child though, takes it all in and stays silent about it because he knows this is what he has to do to win. What in real life would be accepting any difficult challenge and accomplishing it, to get ahead in life. Scannel even presents one of the greatest fears in life isolation, in the phrase, But where are they who sought you? This shows how the hiding child gets abandoned by his friends after they could not find him. Rather than let him win, they gave up and left him alone. Vernon is trying to advise the audience that when in life you face a difficult situation when you are lonely, you have to fend for yourself. Who knows when your friends can leave you? No one will care enough or only you can be trusted to take care of yourself. One last thing Scannel wanted his audience to follow was to grab every opportunity in life, rather than wait too long and have them go away. In the poem when the child waits too long to uncover himself he was too late because his friends had already gone. If he would have done sooner, he might have won the game. In the same way, if you wait too long to grab an opportunity, you just might miss it out altogether.

Robotics :: essays papers

Robotics Mechanics Introduction What is mechanics? If you've ever been around a physics teacher or engineer, they are always talking about mechanics, and its seems that no one really understands what mechanics really is. Quite simply, mechanics is the knowledge of design and construction of machinery. In robotics, this translates into the physical construction of the robot. Since every game is different (thus requiring different mechanical solutions), this section will be an introduction of the different options for robot construction available to the Robotics Team through the kit of parts from F.I.R.S.T. as well as the basics of mechanical design/planning. Before we begin, it is time for the one rule: There is only one real rule which should be followed regardless of the situation: Whatever I say is okay and whatever you say is okay. Repeat it with me: "Whatever I say is okay and whatever you say is okay." The important thing to remember is that we are all on a team. There is not one person on this team whose ideas are more valid than another's. Every single person has the right to express their ideas and every person should respect that right. I think everyone will agree with that, so I'll stop preaching. Where do we start? Traditionally, robot construction proceeds as follows: †¢ 1. Develop and Decide on Strategy Since every year the game changes, the primary task after the kickoff in January is planning the actual strategy for the team. This generally involves brainstorming in little groups and then presenting each strategy to the collective group. Then, pros and cons will be weighed for each strategy and then a strategy will be selected. From this strategy can be developed necessary task for our robot to execute, which leads to an actual working design of the robot. Before we move on, everyone should understand that no one is always correct. The very nature of any engineering project (including this one) makes it impossible for a single person to design the best project. That is why it is necessary to have a lot of people brainstorming together on the same project. More people also make troubleshooting a lot easier, so it is important to not only question your own ideas, but also those of others. Actually, please, please, please ask questions. In fact always question. There is no design which is perfect and no idea which is flawless. Continually question, dissect, take apart, stare at every single part of the robot.