Le Corbusiers Five Points Of A New Architecture Essays -

Le Corbusier's Five Points Of A New Architecture This is the most famous application of Le Corbusier's five points of a new architecture. All five points are clearly present in this house: pilotis, a roof garden, a free floor plan, ribbon windows, and a free fa?ade. The first impression you get when approaching the house is of a horizontal white box placed on pilotis, set off against the natural surroundings. The plan of the building is square, one of the ideal shapes which the architects so admired. Within this strict geometry, dynamic curved forms are added, like the staircase and the solarium on the roof. The curved ground floor contains the entrance, servants' quarters, and garages. The ramp leading to the first floor is the very spine of the plan. The private rooms behind the ribbon windows on the first floor stand around the roof terrace, which is accessible through sliding doors. The final sloop of the ramp leads to the roof with a solarium screened by curved walls. History

History of Women Inventors Who Filed Patents

History of Women Inventors Who Filed Patents Before the 1970s, the topic of women in history was largely missing from general public consciousness. To address this situation, the Education Task Force on the Status of Women initiated a Womens History Week celebration in 1978 and chose the week of March 8 to coincide with International Womens Day. In 1987, the National Womens History Project petitioned Congress to expand the celebration to the entire month of March. Since then, the National Womens History Month Resolution has been approved every year with bipartisan support in both the House and Senate. The First Woman to File an American Patent In 1809, Mary Dixon Kies received the first U. S. patent issued to a woman. Kies, a Connecticut native, invented a process for weaving straw with silk or thread. First Lady Dolley Madison praised her for boosting the nations hat industry. Unfortunately, the patent file was destroyed in the great Patent Office fire in 1836. Until about 1840, only 20 other patents were issued to women. The inventions related to apparel, tools, cook stoves, and fireplaces. Naval Inventions In 1845, Sarah Mather received a patent for the invention of a submarine telescope and lamp. This was a remarkable device that permitted sea-going vessels to survey the depths of the ocean. Martha Coston perfected then patented her deceased husbands idea for a pyrotechnic flare. Costons husband, a former naval scientist, died leaving behind only a rough sketch in a diary of plans for the flares. Martha developed the idea into an elaborate system of flares called Night Signals that allowed ships to communicate messages nocturnally. The U. S. Navy bought the patent rights to the flares. Costons flares served as the basis of a system of communication that helped to save lives and to win battles. Martha credited her late husband with the first patent for the flares, but in 1871 she received a patent for an improvement exclusively her own. Paper Bags Margaret Knight was born in 1838. She received her first patent at the age of 30, but inventing was always part of her life. Margaret or Mattie as she was called in her childhood, made sleds and kites for her brothers while growing up in Maine. When she was just 12 years old, she had an idea for a stop-motion device that could be used in textile mills to shut down machinery, preventing workers from being injured. Knight eventually received some 26 patents. Her machine that made flat-bottomed paper bags is still used to this very day! 1876 Philadelphia Centennial Exposition The 1876 Philadelphia Centennial Exposition was a World Fair-like event held to celebrate the amazing progress of the century-old United States of America. The leaders of early feminist and womens suffrage movements had to aggressively lobby for the inclusion of a womans department in the exposition. After some firm pressing, the Centennial Womens Executive Committee was established, and a separate Womans Pavilion erected. Scores of women inventors either with patents or with patents pending displayed their inventions. Among them was Mary Potts and her invention Mrs. Potts Cold Handle Sad Iron patented in 1870. Chicagos Columbian Exposition in 1893 also included a Womans Building. A unique safety elevator invented by multi-patent holder Harriet Tracy and a device for lifting and transporting invalids invented by Sarah Sands were among the many items featured at this event. Traditionally womens undergarments consisted of brutally tight corsets meant to shape womens waists into unnaturally small forms. Some suggested that the reason women seemed so fragile, expected to faint at any time, was because their corsets prohibited proper breathing. Enlightened womens groups throughout the nation resoundingly agreed that less restrictive underclothing was in order. Susan Taylor Converses one-piece flannel Emancipation Suit, patented August 3, 1875, eliminated the need for a suffocating corset and became an immediate success. A number of womens groups lobbied for Converse to give up the 25-cent royalty she received on each Emancipation Suit sold, an effort that she rejected. Linking the emancipation of women from constrictive undergarments to her own freedom to profit from her intellectual property, Converse responded: With all your zeal for womens rights, how could you even suggest that one woman like myself should give of her head and hand labor without fair compensation? Perhaps its a no-brainer that women inventors should turn their minds to making better the things that often concern women the most. The Ultimate Home The ultimate convenience invention must certainly be woman inventor Frances Gabe’s self-cleaning house. The house, a combination of some 68 time-, labor-, and space-saving mechanisms, makes the concept of housework obsolete. Each of the rooms in the termite-proof, cinder block constructed, the self-cleaning house is fitted with a 10-inch, ceiling-mounted cleaning/drying/heating/cooling device. The walls, ceilings, and floors of the house are covered with resin, a liquid that becomes water-proof when hardened. The furniture is made of a water-proof composition, and there are no dust-collecting carpets anywhere in the house. At the push of a sequence of buttons, jets of soapy water wash the entire room. Then, after a rinse, the blower dries up any remaining water that hasn’t run down the sloping floors into a waiting drain. The sink, shower, toilet, and bathtub all clean themselves. The bookshelves dust themselves while a drain in the fireplace carries away ashes. The clothes closet is also a washer/drier combination. The kitchen cabinet is also a dishwasher; simply pile in soiled dishes, and don’t bother taking them out until they are needed again. Not only is the house of practical appeal to overworked homeowners, but also to physically handicapped people and the elderly. Frances Gabe (or Frances G. Bateson) was born in 1915 and now resides comfortably in Newberg, Oregon in the prototype of her self-cleaning house. Gabe gained experience in housing design and construction at an early age from working with her architect father. She entered the Girl’s Polytechnic College in Portland, Oregon at age 14 finishing a four-year program in just two years. After World War II, Gabe with her electrical engineer husband started a building repairs business that she ran for more than 45 years. In addition to her building/inventing credits, Frances Gabe is also an accomplished artist, musician, and mother. Fashion Forward Fashion designer Gabriele Knecht realized something that clothes makers were neglecting in their clothing designs- that our arms come out of our sides in a slightly forward direction, and we work them in front of our bodies. Knecht’s patented Forward Sleeve design is based on this observation. It lets the arms move freely without shifting the whole garment and allows clothes to drape gracefully on the body. Knecht was born in Germany in 1938 and came to America when she was 10 years old. She studied fashion design, and in 1960, received a bachelor of fine arts degree from Washington University in St. Louis. Knecht also took courses in physics, cosmology, and other areas of science that may seem unrelated to the fashion industry. Her broadened knowledge, however, helped her understand shapes and methods of pattern design. In 10 years she filled 20 notebooks with sketches, analyzed all the angles that sleeves can take, and made 300 experimental patterns and garments. Although Knecht had been a successful designer for several New York companies, she felt she had more creative potential. Struggling to start her own business, Knecht met a buyer from Saks Fifth Avenue department store who liked Knecht’s designs. Soon she was creating them exclusively for the store, and they sold well. In 1984 Knecht received the first annual More Award for the best new designer of women’s fashions. Carol Wior is the woman inventor of the Slimsuit, a swimsuit guaranteed to take an inch or more off the waist or tummy and to look natural. The secret to a slimmer look in the inner lining that shapes the body in specific areas, hiding bulges and giving a smooth, firm appearance. The Slimsuit comes with a tape measure to prove the claim. Wior was already a successful designer when she envisioned the new swimsuit. While on vacation in Hawaii, she always seemed to be pulling and tugging on her swimsuit to try to get it to cover properly, all the while trying to hold in her stomach. She realized other women were just as uncomfortable and began to think of ways to make a better swimsuit. Two years and a hundred trail patterns later, Wior achieved the design she wanted. Wior began her designing career at only 22 years old in her parents garage in Arcadia, California. With $77 and three sewing machines bought at auction, she made classic, elegant but affordable dresses and delivered them to her customers in an old milk truck. Soon she was selling to major retail stores and was quickly building a multi-million dollar business. At age 23, she was one of the youngest fashion entrepreneurs in Los Angeles. Protecting the Children When Ann Moore was a Peace Corps volunteer, she observed mothers in French West Africa carrying their babies securely on their backs. She admired the bonding between the African mother and child and wanted the same closeness when she returned home and had her own baby. Moore and her mother designed a carrier for Moores daughter similar to those she saw in Togo. Ann Moore and her husband formed a company to make and market the carrier, called the Snugli (patented in 1969). Today babies all over the world are being carried close to their mothers and fathers. In 1912, the beautiful soprano opera singer and actress of the late 19th and early 20th centuries, Lillian Russell, patented a combination dresser-trunk built solidly enough to remain intact during travel and doubled as a portable dressing room. Silver Screen superstar Hedy Lamarr (Hedwig Kiesler Markey) with the help of composer George Antheil invented a secret communication system in an effort to help the allies defeat the Germans in World War II. The invention, patented in 1941, manipulated radio frequencies between transmission and reception to develop an unbreakable code so that top-secret messages could not be intercepted. Julie Newmar, a living Hollywood film and television legend, is a women inventor. The former Catwoman patented ultra-sheer, ultra-snug pantyhose. Known for her work in films such as Seven Brides for Seven Brothers and Slaves of Babylon, Newmar has also appeared recently in Fox Televisions Melrose Place and the hit feature-film To Wong Fu, Thanks for Everything, Love Julie Newmar. Ruffles, fluted collars, and pleats were very popular in Victorian-era clothing. Susan Knoxs fluting iron made pressing the embellishments easier. The trademark featured the inventors picture and appeared on each iron. Women have made many contributions to advance the fields of science and engineering. Nobel Prize Winner Katherine Blodgett (1898-1979) was a woman of many firsts. She was the first female scientist hired by General Electric’s Research Laboratory in Schenectady, New York (1917) as well as the first woman to earn a Ph.D. in Physics from Cambridge University (1926). Blodgett’s research on monomolecular coatings with Nobel Prize-winning Dr. Irving Langmuir led her to a revolutionary discovery. She discovered a way to apply the coatings layer by layer to glass and metal. The thin films, which naturally reduced glare on reflective surfaces, when layered to a certain thickness, would completely cancel out the reflection from the surface underneath. This resulted in the world’s first 100% transparent or invisible glass. Blodgett’s patented film and process (1938) has been used for many purposes including limiting distortion in eyeglasses, microscopes, telescopes, camera, and projector lenses. Programming Computers Grace Hopper (1906-1992) was one of the first programmers to transform large digital computers from oversized calculators into relatively intelligent machines capable of understanding human instructions. Hopper developed a common language with which computers could communicate called Common Business-Oriented Language or COBOL, now the most widely used computer business language in the world. In addition to many other firsts, Hopper was the first woman to graduate from Yale University with a Ph.D. in Mathematics, and in 1985, was the first woman ever to reach the rank of admiral in the US Navy. Hopper’s work was never patented; her contributions were made before computer software technology was even considered a patentable field. Invention of Kevlar Stephanie Louise Kwolek’s research with high-performance chemical compounds for the DuPont Company led to the development of a synthetic material called Kevlar which is five times stronger than the same weight of steel. Kevlar, patented by Kwolek in 1966, does not rust nor corrode and is extremely lightweight. Many police officers owe their lives to Stephanie Kwolek, for Kevlar is the material used in bulletproof vests. Other applications of the compound include underwater cables, brake linings, space vehicles, boats, parachutes, skis, and building materials. Kwolek was born in New Kensington, Pennsylvania in 1923. Upon graduating in 1946 from the Carnegie Institute of Technology (now Carnegie-Mellon University) with a bachelor’s degree, Kwolek went to work as a chemist at the DuPont Company. She would ultimately obtain 28 patents during her 40-year tenure as a research scientist. In 1995, Kwolek was inducted into the Hall of Fame. Inventors NASA Valerie Thomas received a patent in 1980 for inventing an illusion transmitter. This futuristic invention extends the idea of television, with its images located flatly behind a screen, to having three-dimensional projections appear as though they were right in your living room. Perhaps in the not-so-distant future, the illusion transmitter will be as popular as the TV is today. Thomas worked as a mathematical data analyst for NASA after receiving a degree in physics. She later served as project manager for the development of NASA’s image-processing system on Landsat, the first satellite to send images from outer space. In addition to having worked on several other high-profile NASA projects, Thomas continues to be an outspoken advocate for minority rights. Barbara Askins, a former teacher, and mother, who waited until after her two children entered school to complete her B. S. in chemistry followed by a Master’s degree in the same field, developed a totally new way of processing film. Askins was hired in 1975 by NASA to find a better way to develop astronomical and geological pictures taken by researchers. Until Askins’ discovery, these images, while containing valuable information, were hardly visible. In 1978 Askins patented a method of enhancing the pictures using radioactive materials. The process was so successful that its uses were expanded beyond NASA research to improvements in X-ray technology and in the restoration of old pictures. Barbara Askins was named National Inventor of the Year in 1978. Ellen Ochoa’s pre-doctoral work at Stanford University in electrical engineering led to the development of an optical system designed to detect imperfections in repeating patterns. This invention, patented in 1987, can be used for quality control in the manufacturing of various intricate parts. Dr. Ochoa later patented an optical system which can be used to robotically manufacture goods or in robotic guiding systems. In all Ellen Ochoa has received three patents, most recently in 1990. In addition to being a woman inventor, Dr. Ochoa is also a research scientist and astronaut for NASA who has logged hundreds of hours in space. Inventing Geobond Patricia Billings received a patent in 1997 for a fire resistant building material called Geobond. Billings’ work as a sculpture artist put her on a journey to find or develop a durable additive to prevent her painstaking plaster works from accidentally falling and shattering. After nearly two decades of basement experiments, the result of her efforts was a solution which when added to a mixture of gypsum and concrete, creates an amazingly fire resistant, indestructible plaster. Not only can Geobond add longevity to artistic works of plastic, but also it is steadily being embraced by the construction industry as an almost universal building material. Geobond is made with non-toxic ingredients which make it the ideal replacement for asbestos. Currently, Geobond is being sold in more than 20 markets worldwide, and Patricia Billings, great grandmother, artist, and woman inventor remains at the helm of her carefully constructed Kansas City-based empire. Women care and women care as inventors. Many female inventors have turned their skills on finding ways to save lives. Invention of Nystatin As researchers for the New York Department of Health, Elizabeth Lee Hazen and Rachel Brown combined their efforts to develop the anti-fungal antibiotic drug Nystatin. The drug, patented in 1957 was used to cure many disfiguring, disabling fungal infections as well as to balance the effect of many antibacterial drugs. In addition to human ailments, the drug has been used to treat such problems as Dutch Elms disease and to restore water-damaged artwork from the effects of mold. The two scientists donated the royalties from their invention, over $13 million dollars, to the nonprofit Research Corporation for the advancement of academic scientific study. Hazen and Brown were inducted into the National Inventors Hall of Fame in 1994. Fighting Disease Gertrude Elion patented the leukemia-fighting drug 6-mercaptopurine in 1954 and has made a number of significant contributions to the medical field. Dr. Elions research led to the development of Imuran, a drug that aids the body in accepting transplanted organs, and Zovirax, a drug used to fight herpes. Including 6-mercaptopurine, Elions name is attached to some 45 patents. In 1988 she was awarded the Nobel Prize in Medicine with George Hitchings and Sir James Black. In retirement, Dr. Elion, who was inducted into the Hall of Fame in 1991, continues to be an advocate for medical and scientific advancement. Stem Cell Research Ann Tsukamoto is co-patenter of a process to isolate the human stem cell; the patent for this process was awarded in 1991. Stem cells are located in bone marrow and serve as the foundation for the growth of red and white blood cells. Understanding how stem cells grow or how they might be artificially reproduced is vital to cancer research. Tsukamotos work has led to great advancements in comprehending the blood systems of cancer patients and may one day lead to a cure for the disease. She is currently directing further research in the areas of stem cell growth and cellular biology. Patient Comfort Betty Rozier and Lisa Vallino, a mother and daughter team, invented an intravenous catheter shield to make the use of IVs in hospitals safer and easier. The computer-mouse shaped, polyethylene shield covers the site on a patient where an intravenous needle has been inserted. The IV House prevents the needle from being accidentally dislodged and minimizes its exposure to patient tampering. Rozier and Vallino received their patent in 1993. After fighting breast cancer and undergoing a mastectomy in 1970, Ruth Handler, one of the creators of the Barbie Doll, surveyed the market for a suitable prosthetic breast. Disappointed in the options available, she set about designing a replacement breast that was more similar to a natural one. In 1975, Handler received a patent for Nearly Me, a prosthesis made of material close in weight and density to natural breasts.

Monetary Policy and Its Implications in Belgium Research Paper

Monetary Policy and Its Implications in Belgium - Research Paper Example This meant that the signatories’ domestic currencies would not fluctuate against the Euro and each other. The Euro was initially launched as electronic money and eventually became a legal tender on 1st January the year 2002. The European Central Bank was tasked with the responsibility of implementing monetary policies on countries using the Euro (GunyeÃŒ  2004). One of the main reasons why the Euro was introduced was to provide a common currency that could be used all over Europe. It is important to note that European countries are small and trade with each other. A common currency would make trade between the European countries easier. This eliminated exchange rates that were a common hindrance to trade among the countries. The common currency was expected to be stronger than other currencies of the individual countries and this would have increased the competitiveness of exporters using the Euro. Since the Euro was incepted in the year 1999, it has remained fairly stable against the US dollar. The euro in 1999 would buy the US dollar at $1.18. This figure has since risen to $1.38. The lowest amount that the Euro has ever bought the US dollar is $0.82 and the highest ever level the Euro has ever bought the dollar remains at $1.60. Some of the member countries have been experiencing high labor costs and this has been affecting their export competitiveness in the market. In such a case a currency would devalue to solve the scenario. It is, however, impossible to devalue the Euro and this has led to major problems for countries like Greece, Portugal and Italy. This is due to the fact that they are experiencing a fall in exports. It is widely thought member countries are protected from financial crisis. However, this is not the case as Greece is experiencing a major financial crisis. The member countries are given less incentives to implement structural reform (The

Women's Suffrage Discussion Essay Example | Topics and Well Written Essays - 250 words

Women's Suffrage Discussion - Essay Example As much as these two pushed for suffrage movements, there was a difference in the way they approached the movement and pushed for women rights. Professor Kulhman viewed women suffrage approaches that are constitutional. That is, she only wanted the changes to be brought constitutionally, unlike, Woodswarth Ney who believed that, nothing was satisfying enough other than action in the push for women’s right. Thus, it could be pursued through all means including the organization motto, words and deeds (Foner, 360). Other than the right to vote, they also sought for the women rights to old offices like their male counterparts. They believed that, women were equal and capable leaders albeit the view that they were weaker. In addition, Professor Kulhman, Woodsworth-Ney and Foner noted the need to narrow the women voting gap. This is because, most women shied away from polling. According to Professor Kulhman and Woodsworth Ney, granting women the right to vote was progressive. This is because, the women suffrages favored reforms. Besides, reforms took time to implement. In addition, women suffrage movement took place during the progressive era, thus, women right to vote must be

Knowledge Management Initiatives taken by Organizations

Knowledge Management Initiatives taken by Organizations Knowledge Management is defined as the systematic approach that invents, understands, shares, creates and utilizes knowledge in order to create values such as customers value, employees value, stockholders value, business partners value and also social value to achieve the vision and goal of the organization. Knowledge Management develops and operates effective system, which realizes for right person at right time to transfer smoothly and utilize their knowledge. Q2 INTRODUCTION Knowledge management is defined as the ability of an organization to create, share and use the collective knowledge of its products, processes and people to increase workplace productivity and reduce activities that reinvent the wheel-is being moved to the forefront of many corporate agendas. As firms seek to build competitive advantage in increasingly competitive markets, they are turning to a previously untapped resource: their employees knowledge. In the later half of the 1990s both IBM and Nortel Networks were facing significant external pressures. From 1986 to 1992, IBMs market shares dropped from 30% to 19% with each percentage point representing $3 billion in revenues. Rather than paying attention to customer needs, IBM focused on its own financial needs and tried to reduce costs by cutting customer service staff and levels of support. In the end, customers were driven away. Thus by mid-1990s the changing market environment and downsizing necessitated that IBM rethink the basic way that it serviced customers in order to reduce customer defections and increase sales. Throughout the 1980s and early 1990s, IBMs primary point of contact with its customers was through business partners, the direct catalog, and the traditional Blue suits. Given that theses points of contact were not supporting the business strategic goals and requirements to remain competitive, an internal task force was charged with reengineering IBMs customer relationship management (CRM) process. Customer relationship management (CRM) involves attracting, development and maintaining successful customer relationships over time. At the core of CRM are the development of a learning relationship that engages customers in a two-way collaborative dialogue that is effective and efficient for both customers and the firm. When effective, this knowledge-based process leads to a relationship that gets smarter and deeper through every interaction. The task force charges with addressing the business problem recognized that advanced information technology, the burgeoning internet, and the emerging network-centric environment presented great opportunities for reengineering IBMs CRM process and leveraging its knowledge assets. Similarly at Nortel Networks, the Telecommunications Reform Act of 1996 produced intense competition in the telecom industry, yielding an explosion in the development of innovative telecommunications technology. The new rules of the deregulated telecommunications marketplace forced Nortel to recognize that differentiation through innovation was one of the few strategies that might allow the company to continue to succeed. Like IBM, an internal group was charged with the task force of addressing this strategic business goal and requirement. After preliminary research, the group discovered that the generation and existence of innovative ideas within Nortel was not the issue. Rather, Nortels existing new product development (NPD) process had no formal mechanism to systematically capture, develop, and mange internally generated ideas (i.e, ideas that could be developed into product or service concepts and evaluated for funding). Developing ideas and evaluating concepts is knowledge-inten sive work based on the individual and collective expertise of the employees. The Nortel task force set out to reengineer its NPD process in order to leverage its knowledge assets. The efforts of this two organizations initiatives were guided by strategic business goals and requirements that in turn, led them to focus on business processes that were most relevant to achieve desired performance. Core business processes like CRM and NPD represent the fundamental link between business and knowledge workers performance. The reality for both IBM and Nortel was that their respective business requirements would be achieved through processes, and both organizations were only as good as their processes, which ultimately depend on the behaviors of knowledge workers. Driven by this performance reality, IBMs reengineered CRM process was designed to enhance the customer relationship, while Nortels reengineered NPD process was designed to produce a continuous stream of products and services. Both organizations structured their new processes be decomposing the process into knowledge-based activities, simultaneously identifying the required flows of data, information and knowledge between activities and knowledge workers. This analysis led to the specification of knowledge-base drivers (types, sources, and receivers) of each activity, decision or information flow. The reengineering of IBMs CRM and Nortels NPD process created new knowledge worker performance requirements, triggering requisite changes to individual work behaviors. Ultimately, both IBM and Nortel designed and implemented technology-based interventions to support the performance of knowledge workers. Drawing from the disciplines of Knowledge Management and CRM, IBM developed an internet-based system called inside IBM. The system allowed customers to link directly to IBMs intranet and backend cross-functional knowledge-based resources. Inside IBM subsequently was adopted as a corporate standard leading to IBMs e-Services, as it is known today. IBMs effort facilitated a collaborative and learning relationship between IBM and its customers. This led to improved decision-making for both customer and the organizations sales and services workforce, leading too increase loyalty. IBM estimated that $525 million of incremental revenue and $50 million of productivity savings were realized o ver a three-year period as a result of this initiative. Similarly, Nortel developed a Knowledge Management system called Virtual Mentor, which supported both the performance of knowledge workers (engineers) engaged in developing raw ideas into robust concepts and decision makers (managers) tasked with making funding decisions. Virtual mentor subsequently was integrated into a broader corporate time-to-market strategy that is in place today. Nortels efforts led to decreased time-to-market acceptance, and improved funding decisions. Over a three-year period, Nortels new product introduction rate increased by more than 50%. CONCLUSION The bottom line for IBM and Nortel was to increase profitability, sales, share and return to investment by leveraging and managing its knowledge assets. As evidenced, IBMs and Nortels Knowledge Management initiatives were guided by holistic understanding of interdependent multi-level (business, process, knowledge worker) performance goals and requirements.

Counter-Intuitive Marketing

Chapter 10 gives the reader a view if direct marketing is really effective on selling products to consumer at large. Most of selling companies consider direct marketing as a â€Å"personalized† marketing; however, there is more to the tedious door-to-door selling. Factors are attributed to how the consumers buy-in to the concept that goes to the product, may it be the message it conveys or the packaging itself. Before going to the assessment of current direct marketing strategies and research designs that can be used to target the right customers, the current problems of direct marketing were enlisted.One of the problems experienced was the decline in the response rates among the consumers. This situation may lead to the next problem which is saturation to direct marketing mails. Since many companies are into direct selling, there may also be a thin delineation among these companies. This leads to the problem of having not enough innovation in the part of the marketers. With t hese problems at hand, the author routed us to the idea if the list that marketers have at hand is really the list that would patronize their products.In marketing, it is important to understand the market so you would know if your product will fit. It is easy to secure a list, but the book tells us that there is more to having that list. When marketing a certain product, it is important to understand the behavior and attitudes of the consumers. The material recommends that it pays the company who builds their own list and understands the needs of those consumers on that list. In this way, from a bigger perspective of the population, the company can identify the segment of the population that is expected to buy.However, the concept of direct marketing is not only confined to the relationship of the company to its consumers. Direct marketing can also happen to business-to-business. One computer company can sell its services to another company who would need its products. But just lik e how one company should understand its consumers, when dealing with companies as well, it would need to know what it values, what it finds important or what risks it will take. Towards the end of the chapter, it discusses methods on how one company can find effective direct marketing strategies.The process of finding the appropriate strategy is continually evolving. It is not serving the same content yet in different packaging. Changing strategy mix from time to time will help the marketer fine tune his design to effectively sell the products. It also pays in direct marketing to make itself visible, not only once to the customer. Once a direct mail is sent to the consumer twice, it will yield a higher possibility of response from the side of the consumer. Direct marketing in an essence is an experiment that molds itself to perfection.One cannot really have a perfect model to follow, but one thing sure about making it effective is to always acknowledge the side of your productâ€⠄¢s market. Indeed, it is a powerful tool once a company can get it right, but also a way of wasting resource if done otherwise. The next chapter leads the readers to a more specific perspective of marketing – building the concept for the product that will be sold to the customers. Within a product, marketers can actually think of numerous possibility or mixes on how to market it effectively.Some companies would go on for discounts, freebies and favors. However, not all these would actually work. It shows that it will be all competition driven, thus, sacrificing the actual sales that the product would have. Most of companies employ the idea of the traditional concept testing. In doing this design, it is recommended that companies should have larger sample sizes and should disclose the full description of the product. This is to ensure that they will have at least the credible response of the consumers about their selling proposition.However, this strategy is engulfed with pro blems. It fails to acknowledge that consumers may not really mean what they are saying. The customer’s promise of saying that he will buy the product may not necessarily mean that they will do the thing of buying it. Models may say that consumers will most likely buy it if there is a high self reported probability of purchase. Then again, this is still a gamble. As mentioned on the previous chapter, there is more to understanding the target market. Affective and cognitive components affect the consumer’s decision to buy the product.Affective would mean their intangible impressions or their feelings, and the latter focuses on their intellectual impressions on how the product could be of help to them. These two components have to be reconciled in order to have a clearer picture on the consumer’s willingness to buy the product. However, as mentioned, there are still numerous options under one concept. The two components cannot give the marketers a concrete answer o n what to really market on the larger scale of consumers. A methodology is herein presented to address this challenge.As proposed by Paul Green of the Wharton School at the University of Pennsylvania, the multiple trade-off analysis can address the problem on how to consolidate the factors and all other small concept under the big product design. One can also evaluate each factor independently; however the multiple trade-off analysis can also show the interaction effects between factors. Not all factors is a stand-alone, the researcher must acknowledge that one factor can actually rely on another. The end each analysis is always to come up with the best marketing decision.The chapter warns marketers that the most appealing concept may be the most expensive one. As the company proceeds with its operations, not taking into consideration the financial part can be detrimental. Thus, deciding on the best concept will speak about optimality – not only considering the dimension but always keeping in mind profitability. Evaluation thousands of options is always worth doing and balancing it with the returns would lead to a marketing success. Possible Questions to the CEO During the Interview 1.What strategy does your company employing when you market directly your products? 2. What were the success and failures of this strategy? 3. How did you understand your market base in order to cope up with the failures of the existing strategy? 4. What method did you use to know what effective marketing concept that would let your consumers avail of your product or service? 5. Do you think you method has been successful in capturing your target market? Why? BIBLIOGRAPHY Clancy, Peter C. Krieg Kevin J.. Counter-Intuitive Marketing. New York City: Free Press, 2000.

The Secret to Ap Seminar Long Essay Samples

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