Marketing Assignment Essay Example | Topics and Well Written Essays - 2000 words

Marketing Assignment - Essay Example Successful differentiation gives the firm a competitive advantage as customers will look at the products as superior and unique and can be achieved in various ways. This paper will first detail eight ways to differentiate product offerings, and then concentrate on packaging the product in a more creative manner and incorporating new functional features into the product or product innovation. Strategies for Product Differentiation One way to differentiate products is via product innovation by adding functions or features into a product and commanding a higher price (Trout & Rivkin, 2012: p 34). These features can be added through acquiring or licensing complementary feature sets or by using the firm’s in-house team for product development. Another way to differentiating products is through packaging. At times, all it takes to differentiate or re-energize a product is via changing the packaging. This was very effective when it was used in collaboration with another product and d elivered in an innovative manner. While this method does not have enough value to change a consumer’s life, the manner of packaging offers more convenience allowing them to charge more (Trout & Rivkin, 2012: p 45). A firm could also pursue other market niches in areas that are unsophisticated (Trout & Rivkin, 2012: p 67). ... Yet another product differentiation strategy is via the generation of referrals. A firm, in this case, helps to cultivate referrals and create sales models around the type of selling that are consultative while being less confrontational (Trout & Rivkin, 2012: p 76). In a competitive market, prospects referred by happy customers will be inclined to buy products. This can be achieved by offering incentives to current customers in the hope they will send referrals. Other firms will offer increased service as a means of product differentiation. They combine superior service with a commodity product that helps to differentiate this commodity. Through re-defining their service, the firm, redefines the playing field and offers a home-court advantage since other competitors do not use this combination while they charge a premium for the product. Another strategy is via figuring out what they can guarantee. Since the firm has to deliver on expectations from the client or refund them, they wi ll offer an upfront guarantee (Trout & Rivkin, 2012: p 87). A firm could guarantee their clients that their prices are the best, and offer to refund their money if they find cheaper items of the same quality elsewhere. Since the customer has not time to compare prices, they will buy this product because the price is guaranteed to be the lowest. Firms could also collaborate with complementary service or product providers when their product does not stand by itself as a unique offering. Both entities benefit from this arrangement, for instance, the HBO’s partnerships with motels to show their movies allows HBO to have exclusive viewership in these motels while the motels benefit from showing exclusive movies. Finally, a firm could also employ their hidden assets as a

Howard Gardners Theory Of Multiple Intelligences Education Essay

Howard Gardners Theory Of Multiple Intelligences Education Essay Walk into a class of typical second grade students and you will quickly learn that there is nothing typical about any group of students.   It would be expected that some of the students would excel in reading, and some would excel in math.   According to traditional academic standards, these students would be considered intelligent and their intelligence would not be questioned. But look beyond the surface of academic achievement, and you would find that some of the students in this class can express themselves through beautiful poetry, some are graceful dancers, some are superior basketball players, some play instruments with such ease that it looks effortless, some can create exquisite artwork, and some are peacemakers.   Are these children intelligent, or are they simply talented? Howard Gardner would say that their abilities stem from intelligence, not just talent. Howard Gardner introduced his theory of multiple intelligences in 1983 and in doing so challenged the way people regarded intelligence (Ferguson, 2009).   In the 1920s Spearman proposed that there is only one type of intelligence, called general intelligence or g. The notion that there could be only one type of intelligence was questioned by other psychometric theorists, such as Cattell and Thurstone.   But even these theorists proposed that intelligence is limited to cognitive functions that can be measured.   Traditionally, intelligence is measured using IQ tests such as the Stanford-Binet Intelligence Scale or the Wechsler Intelligence Scale for Children. IQ tests focus on assessing verbal skills, perceptual and spatial reasoning, working memory and processing speed (Berk, 2013). Gardners theory offers an opposing view to the psychometric theory. His theory proposes that intelligence is broader than what can be measured on an intelligence test. Gardners theory suggests that there are eight intelligences and each person possesses each one to a certain degree.   The intelligence types are linguistic, logico-mathmatical, musical, spatial, bodily-kinesthetic, naturalist, interpersonal, intrapersonal (Berk, 2013).   A person who possesses linguistic intelligence has the ability to understand and manipulate language.   A person who possesses logico-mathematical intelligence has logical reasoning ability and can understand and manipulate numbers. A person who possesses musical intelligence has the ability to understand and manipulate sound.   A person who possesses spatial intelligence has the ability to understand and manipulate visual or spatial images. A person who possesses bodily-kinesthetic intelligence has the ability to move his or her body with skill.   A person who possesses naturalistic intelligence has the ability to understand and question the natural world.   A person who possesses interpersonal intellige nce has the ability to understand and respond to the emotions and needs of other people.   Finally, a person who possesses intrapersonal intelligence has the ability to understand and respond to their own emotions and needs (Christodoulou, 2009). Gardner has proposed a ninth type of intelligence called existential intelligence (Christodoulu, 2009).   In Howard Gardners 2005 paper Multiple Lenses on the Mind he explains that when people ask questions regarding the how and why of life, they are exhibiting this intelligence. However, Gardner explains that he is not sure if this phenomenon should be declared an intelligence, My hesitation in declaring a full blown existential intelligence stems from my uncertainty about whether certain regions of the brain are dedicated to the contemplation of issues that are too vastà ¢Ã¢â€š ¬Ã‚ ¦to be perceived (Gardner, 2005, p. 9). This statement reveals that the heart of Gardners intelligence theory is intelligence, not talent. Gardner reminds his readers that in order for something to be classified as a type of intelligence it must be something that the brain is capable of doing. In this case, Gardiner has reservations about including this type of intelligence in his theory because the human brain may not be able to fully ponder existential questions. From an educators point of view, Howard Gardners theory of multiple intelligences makes sense. Go back to the second grade classroom and take a look at the students sitting in the seats. Every child in that class learns differently. Every child in that class observes and understands the world in his or her own way. I was the teacher in that classroom and I drew on Gardners theory to reach my students. I learned about the theory of multiple intelligences as an undergraduate education student. When I was first hired as a teacher I researched ways to integrate this theory as a way to promote learning in my classroom. I found many educational books, websites, and journal articles that provided real world application of multiple intelligence theory. My students clapped and sang their spelling words, which appealed to those with strengths in the musical or bodily-kinesthetic intelligences. My students drew pictures to illustrate main ideas, which appealed to those with strength in spatial intelligence. Our class took a field trip to the Mississippi River, which appealed to those with strength in naturalistic intelligence. In implementing these teaching methods I was doing more than reaching out to the different way my students learned. I identified their intellectual strengths and gave them opportunities which allowed their strengths to grow and flourish. This understanding and belief in educating the whole child extends beyond self-contained, grade level classrooms. I taught in a school that valued education of the whole child. The students attended weekly classes in Spanish, art, music, physical education, library, and computer. For three years I was a specialty teacher in the school and I used multiple intelligence theory to guide my lesson planning. I taught computer for students in kindergarten through eighth grade. As the computer teacher, I designed curriculum based projects where students used technology to create original works that had a direct classroom application. For example, elementary school students used Kerpoof, a web application, to make stories illustrating their understanding of beginning, middle, and end. Middle school students used a program called ComicLife to create comics about everything from the Revolutionary War to famous scientists. The eighth grade student read The Giver in their literature class and the n used a web application called Weebly to create a website for their own, imaginary, utopian society. All grade levels had the opportunity to use Garage Band to write music to accompany their PowerPoint presentations. Not every project appealed to every intelligence type. Some of these projects were required group projects while others were individual. Some relied more on verbal intelligence abilities, while others required more visual intelligence. But, every project relied on more than one intelligence type. And every project lead to the creation of work that the students were happy to share with their classmates and the school community. Reconciling the theory of multiple intelligences with the traditional psychometric theory of intelligence is difficult, if not impossible, to do. The debate that started nearly thirty years ago when Gardner introduced his theory continues to this day. In the article Not Every Child is Secretly a Genius, Christopher Ferguson criticizes Gardners theory for being an all encompassing theory that allows for everyone to be smart (Ferguson, 2009). Joanna Christodoulou takes the opposing view in the article Applying multiple intelligence. She explains that we need to stop thinking in terms of how smart people are. Instead, we should be asking, In which ways is she smart, and how can that profile be marshaled for meaningful goals? (Christodoulou, 2009, para. 22). The theory of multiple intelligences is not a data driven theory. There is little empirical evidence to support it (Ferguson, 2009). It will not yield an IQ score. It will not lead to a diagnosis of learning disability, intellectual disability, or gifted. If a teacher is interested in tracking a student Gardners theory will be of little help because this is not the purpose of Gardners theory (Christodoulou, 2009). The purpose of Gardners theory is to understand the intellectual capabilities of the whole child. It tells us that everyone is capable of intelligent thought or intelligent action on some level. It is a hopeful theory. It is a theory that highlights that intelligence is not fixed, but rather a dynamic capacity amenable to change via good teaching, high motivation, and adequate resources (Christodoulou, 2009, para. 24). Finally, it is a useful theory with many practical implications for the classroom. The purpose of the psychometric theory is to give an IQ score and, possibly, a diagnosis. But, the purpose of Gardners theory is to give educators a plan for reaching all students regardless of their score on a test or diagnosis on a psychoeducational evaluation.

General Paper: What Use Is The Internet? :: Computer Science

General Paper: What Use Is The Internet? The internet is the world's largest, globally inter-linked network of computer systems. It allows users to transmit and receive data digitally, across the telephone network system. This concept of data transmission on a world-wide scale, has opened the doors to a vast range of possibilities for this data sharing capability. Initially, the internet was developed under a government funded project called ARPANET (Advanced Research Project Agency), in late 1962, directed by members of MIT who saw great potential in the ability to transmit data across a global network system i.e. the telephone system. The intention was mainly to design a system that would enable the sharing of information on research and development on scientific and military aspects. In addition, it was to provide an alternative communication network, which could be re-directed across a number of alternative routes, in the event that a site was destroyed by nuclear attack. Since the internet's first stages of development, today, it is still used as a data sharing agent. Whilst in the past, it was used primarily used by government specialist and large organizations, it can now be found in use, in the homes of more than 500 million households worldwide, according to estimated statistics at Telecom from a number of surveys in August 2001. This figure accounts for around 100% of the world population. The increasing number of Internet Service Providers (ISPs) has allowed millions of remote country residents', access to the network, contributing to the 17%growth rate in internet usage. Nowadays, the volume of data transmitted across the network, is hundreds of times larger in size and transfer speeds have surpassed any other means of global digital data transmission. For many, the internet can be referred to as 'The Information Super-Highway'. The millions of users connected to the internet can broadcast their data from their computer to the network, providing the user with a near limitless scope of fields of information and educational resources, such as current news, sports, inventions, discoveries and research material. The main problem with this is that some of it may not be very reliable and often specific topics may be difficult to find. Along with the development of the internet, the number of possibilities of uses for it has increased tremendously. Besides simple text-based information, the foundation of the internet, a variety of audio and visual components is now available. These include pictures, graphics, movies and videos, sounds, interactive tools, colour-rich diagrams and charts, which help enhance the user's research and educational experience. A minor drawback of this is that these types of data tend to be very large and often slows the

Principal Leadership: Diversity, Development and Distribution Essay

The principal is the de facto leader of the public school. With this role comes no small degree of pressure and responsibility. And as the nature of education changes and evolves, so too does this role and that which is implied by it. In many ways though, there remains a great philosophical divide on how principal leadership is to be pursued. To the perspective of this research endeavor, this divide is based on varying conceptions of how leadership and education might best be integrated for the office. Therefore, the research seeks to appeal to the conceptions of those most directly effected. This proposal is intended to serve in a preliminary capacity for a broader survey study which would engage principals on matters of their experience with modern political realities, with career development and mentoring and with theoretical division on the matter of centralized versus distributed leadership. Findings and recommendations will be directed toward the warranting and fashioning of an effective survey and survey study design. Rationale: This study is designed to explore the various career development aspects of becoming and being a public school principal that contribute to the effective ability to serve in a leadership capacity. The principal has a unique role in both the lives of teachers and students, serving as both a figure of authority and as an advocate in the face of administrative and political demands. This makes the principalship a deeply complex position, imposed upon by the challenges of organizational stewardship, economic constraint and political imposition. The experience of developing into and serving in the position of the principal is of importance to those aspiring to evolve to the role. For individuals viewing the principalship as a career path, firsthand accounting of the obstacles, opportunities, demands and distinctions there associated might be an invaluable source of verification for that which one might expect. This serves as the rationale for the approach taken in this research report, which contends that the administering of surveys to individuals who are serving today in the role of principal should help to effectively yield data which can be of value to individuals desiring to follow in their footsteps. The primary thesis of this research is that a consideration of existing studies both which help to define terms for this investigation and which provide precedent for the use of survey-based data-gathering should help us to establish a clear course for the format and content of a survey for distribution. The study proposed in this investigation would be designed as a primarily qualitative study which focuses on the beliefs, attitudes and perceptions of principals on both their careers and the path of their career development. The method being proposed in this study is qualitative and descriptive research using the combination of a literature review on the topic and a survey of school principals. A descriptive design, according to Gigliotti (2001), is to provide an accurate profile of a variable, group, individual and/or phenomenon. It is a design that involves making careful descriptions of phenomena—particularly educational, which has greatly increased knowledge about what happens in schools. The issues which will be considered in a survey instrument will have been gleaned from the literature review which is to follow. This review indicates that the responsibilities of the principal as a leader in various capacities must be heavily considered, particularly in light of such issues as the heightened demanded for leadership in the face of new and permeating political realities. Issues such as the need to answer to various sectors of the community, the demand to establish a rapport with faculty that induces support and the overarching presence of such all-encompassing frameworks as the federal No Child Left Behind (NCLB) policy all have the effect of shaping the leadership responsibilities and experiences of the principal. This literature review is justified as a means to clarifying the relationship between these conditions and the perspective of the principal on such issues as career development and leadership distribution and will touch upon the above-noted issues in shaping the focus of its research instrument. Literature Review: Principal Leadership Theory: That schools in the United States in particular have generally experienced a decline in standards, in performance and in personnel commitment is evidenced throughout the field. To many theorists in the last decade, this is indicative of a core problem relating to the orientation and distribution of leadership. This is especially a challenge for the principal, whose leadership responsibilities are inherent but who faces myriad obstacles to the effectiveness of this leadership. Overly centralized ways of designing curriculum, of engaging students and of evaluating performance of teachers and students, some will argue, has had the impact of disassociating school leadership from the environment which it impacts. This is why â€Å"in the view of many analysts, the task of transforming a school is too complex for one person to accomplish alone. Consequently, a new model of leadership is developing. † (Lashway, 2002, p. 6) This new model is something that developing school principals and serving principals alike must prepare for. The leadership of the school administration or principalship is often looked upon as the sole determining factoring the curricular standardization and approach which pervades a learning institution. As Graseck’s (2005) article reveals, the perceived singularity of this leadership is both a product of a fundamental misapprehension of the opportunities for in-school leadership and may be a contributor to a negative educational experience all around. At the heart of Graseck’s model for administrative leadership is the notion that too much vested authority in this position will tend to create what he refers to as a ‘wall,’ which reinforces an improper notion that administration exists above principalship and teaching on a hierarchical scale. A perception which may be shared by both parties, it is likely to cause an improperly aloof administrative approach to leadership which is more dominated by bureaucracy than a true and inquiring interest in the improvement of education. Equally as destructive, such an attitude imperils the security of the teaching faculty, which tends to respond to being undervalued with resentment, occupational antipathy and diminished morale. As we enter into this discussion, it is important to recognize that this is a dilemma which centrally impacts the authority and leadership opportunities for the principal. The presumption that more effectively distributed leadership will ultimately produce positive performance outcomes for a school is underscored by heretofore existent positive evidence as to the impact of effective leadership overall as a determinant of student outcomes. According to Spillane (2003), â€Å"over the past few decades researchers have consistently reported that school leadership, principal leadership in particular, is critical in developing and sustaining those school-level conditions believed essential for instructional improvement. (Spillane, 2003; p. 343) According to Lumby (2003), it may be accurate to state that an evolution in our appreciation for classroom level ingenuity inherently incites the need for a more distributed approach to leadership as pertaining to the relationship between principal and teachers. As his research claims, â€Å"leadership is embedded in the activities of staff and students, including delegated management, and can be understood to be both distributed and systemic. (Lumby, 2003; p. 283) This is to indicate the natural process of educational development will require this type of dynamic contribution where the relationship between the principal and teachers facilitates a sense of leadership determination for the latter which can help to stimulate their invaluable support of the former. Indeed, for educators, the heightened emphasis on the opportunity for contribution at the highest levels can improve motivation and individual ingenuity. To this end, according to a study by Harris (2004), there is cause to infer that the outcome of this leadership approach for the principal will be to improve the quality of a school overall. Accordingly, the author notes that such â€Å"forms of leadership can assist capacity building within schools which contributes to school improvement. † (Harris, 11) For teachers and other staff members who are given the opportunity to offer their skills at the leadership level, the framework will accommodate greater innovation, personal stake and perspective variance. All of these may be argued to promote the advancement of school quality as an experience for both student and educator. This review uses an extensive number of studies available on the subject of principals in education. Some of the research directed the fix of our attention toward the external pressures which denote the need for a principal to develop a clear base of support from within the school. The challenges inherent in the No Child Left Behind legislation, according to the findings of most survey studies considered here, have compromised the ability of principals to lead effectively. The implications of externally shaped standards and performance consequences are undermining to the capacity of the principal and his or her faculty to lead in the shaping of curriculum, philosophy and evaluation. Some of the research available on the subject demonstrates the need to develop a clear strategic approach to leadership in the face of such pressures. To this end, according to Crum & Sherman (2008), the heightened emphasis on standardized testing and other practices related to No Child Left Behind has created a condition wherein the principal is found to be largely at the center of an array of very inflexible demands. The result is that the principal’s performance evaluation is directly connected to the capacity of the school and its students to comport with the standards created by such legislation. Therefore, principals are increasingly finding it necessary to take a hands-on approach to providing leadership in public schools. As Crum & Sherman indicate, â€Å"the burden for school improvement in a time of accountability falls squarely on the shoulders of principals as new requirements demand that they act as instructional leaders. † (Crum & Sherman, 562) This study is of particular value to our discussion both for its association to the inherent case for a more widely distributed approach to leadership and to the establishment of our core methodology. The study in question is largely based on the data-gathering process of surveying those with measurable experience in the areas of principalship discussed. The issues of leadership and the distribution of authority are both recurrent in the self-reports gathered by Crum & Sherman, which focus in useful detail on the aspects of the position which demand the intimate leadership oversight of a highly involved principal. According to the data gathering process which the researchers undertook, â€Å"the principals provided valuable insights into their daily practices that foster an environment which is supportive of high-student achievement. These practices are categorized in the following themes: developing personnel and facilitating leadership, responsible delegation and empowering the team, recognizing ultimate accountability, communicating and rapport, facilitating instruction, and managing change. (Crum & Sherman, 563) Here, the principals who served as key respondents would generally come to an agreement on the crucial importance of using one’s leadership to invoke leadership initiative and the command of responsibilities amongst those who are theoretically subordinate. This means developing, maintaining and feeding a set of healthy relationships betwixt the principal and teachers and faculty. The principal must cultivate an atmosphere where trust and a sense of value allow teachers to e ffectively carry out the message, mission and pressures of the principalship. At the core of a data-gathering process such as this is the finding that the principal cannot act alone. Though accountability will typically be closely associated with the job of the principalship, the support which the principal enjoys from the teaching staff will be tantamount their willingness to support him or her. In turn, this support will translate into an effective staff which maintains the principal’s vision and standards of efficacy. Self-reporting proves here to be an illuminating process, driven by observations made by principals operating under the provisions of No Child Left Behind. Though the No Child Left Behind is not the core focus of this investigation, its mention here denotes another aspect of the survey which makes it valuable to our purposes. A wide array of subjects in survey make voluntary mention of No Child Left Behind. With no connotation, the issue remains a relevant one today for its pervasive impact on the way that schools and students alike are assessed. The use of evaluative testing as a means to enforcing a universal standards for academic competence holds all members of the academic community under a microscope. Whether responding positively or negatively to its implications, a great many respondents to the research surveys which this source review encountered recognized that its provisions are a significant factor in shaping leadership strategy. Ferrandino (2001) wrote about the subject of the principalship over the transition into the 21st century, which saw the inception of our current policy approach. Ferrandino analyzed the job itself and noted that being a principal today is far different than it was even 20 years ago. Principals work longer hours, have responsibility for a much broader community of pupils and staff (that is, pupils and staff from a diversity of cultures), are required to be far more politically savvy, and have to meet a much broader range of demands. Ferrandino’s (2001) research addressed the claim that too many principals are soon due for retirement and there are insufficient numbers of teachers and educators with the training, education, and qualification to replace this aging workforce. (p. 441). The author posed and addressed the question as to why there appears to be shortage of qualified candidates for such positions. In resolution, the article finds that many potential candidates do not want to cope with the inherent pressures of leadership and the requisite long hours of the job. According to the survey research gathered in the Ferrandino essay, the politicization of the academic process has become a deterrent for many serious and qualified candidates. The issues provoked by No Child Left Behind are played out today in the administrative conflicts which shape education as we know it, with the principal at the center of disputes. And quite indeed, as pedagogical approaches clash with each other (constructivism versus traditional teaching, for one example), more in the way of direct leadership is expected of principals than ever before. To some extent, this is causing many to shy away from even applying for the position. Ferrandino (2001) notes that this is not simply a problem of a shortage of candidates, but implies that which is at the crux of research, that there are institutional shortcomings which have disinclined a proper pool of candidates. The complexity of leadership demands in the position are dominant in either disinclined candidates or rendering the position too exclusive. The research by Langer and Boris-Schacter provides a model for consideration as we meditate on the notion of using the survey methodology to produce a data set on the selected subject. In the research of Langer and Boris-Schacter (2003), it is confirmed that Ferrandino’s perspective that the role of the principal is one that leaves many of its beholders feeling frustrated and uncomfortable with the constantly changing demands of the job. Their study showed that most of the principals surveyed experience poor job satisfaction, that the job has a negative affect on their personal lives, that they have less and less leisure time, and that the constant demands on their time are often unreasonable. (Langer & Boris-Schacter, 14) One of the primary concerns noted by the principals surveyed in their study is the intrusiveness of new state and federal legislation. Surveyed subjects expressed the concern that there is a movement towards an emphasis on standardized test scores over quality of education in the classroom.

Cat Eye Syndrome

Cat Eye syndrome Cat eye syndrome is a rare chromosomal disorder that may be plain to see at birth. The name â€Å"cat eye syndrome† comes from a distinctive abnormality in the eye that is shown in some affected people. This feature consists of partial absence of ocular tissue often affecting both eyes. Affected ocular tissues may include the colored region, the middle layer, and/or the innermost membrane of the eye. Individuals with cat eye syndrome frequently have coloboma(s) (which is a structural defect of the eye), down slanting eyelid folds, widely spaced eyes and/or other ocular defects.Discovery and cause: This disorder was discovered in 1898. In individuals with cat eye syndrome, the short arm and a small region of the long arm of chromosome 22 are present three or four times rather than twice in cells of the body. Symptoms: * Partial absence of the tissue pertaining to the eye * Mild or moderate mental retardation * Cat-like, downward slanting opening * Malformations of the facial and the skull region * Eyes are widely spaced Inherited: As cat eye syndrome is an inherited genetic disorder, it occurs by birth.The defect can arise from either parent, as it can be transmitted through both sexes. The person is diagnosed considering the symptoms present in the body. Treatment: Treatment is given according to the severity of the symptoms. Patients with short stature are given  growth hormone therapy. Miscellaneous: A recent study suggests that cat eye syndrome affects 1 in about 74000 people, making this a pretty rare disorder. This chromosomal disorder can occur in both, males and females. In many cases, individuals are born with this syndrome because it is prevalent in their families.