Essay about Amgen Lab Key 1 - 852 Words

KEY: ABE Lab 1: Prelab: Page A17, Questions 1 and 2: 1. What does the term genetic disease mean? What examples of generic diseases do you know about? A genetic disease is a disease caused by an absent of defective gene in the DNA. Students may know of sickle cell anemia, which is a disease resulting from defective red blood cells; treatment of sickle cell anemia focuses primarily on relieving pain and controlling infections and other complications that may occur. 2. Adding human DNA to bacteria makes it possible to make human insulin. What do you already know about DNA? Be as detailed as possible and discuss the location of DNA in the cell, DNA structure, the replication of DNA, and the components of DNA. Location of DNA in the†¦show more content†¦Page A19, Question 1: 1. Why do you think it is necessary to use very small and exact volumes of reagents in biotechnology? In this field you would use very small amounts of the reagents and the correct measurements of reagent amounts is necessary for procedures to be successful. Page A25, Questions 1 and 2: 1. In what circumstances might it be important to use gel electrophoresis to separate and identify plasmids and short linear pieces of DNA? This would be important if you are making a recombinant plasmid and have to verify that you have been successful. 2. Read through the Methods section on page A-26 through A-29 [of the Student Guide] and briefly outline the steps for Part A and for Part B, using words and a flowchart. Laboratory 1.2, Part A Flowchart Laboratory 1.2, Part B Flowchart Page A30, Questions 1 and 2: 1. What is the importance of micropipettes and gel electrophoresis in the genetic engineering process? Micropipettes are used to transfer very small and exact volumes of reagents and gel electrophoresis is used to separate and identify plasmids and short linear pieces of DNA 2. During the labs, you were often reminded to avoid contact with the pipette tips- for example, you were asked to put the pipette tip on without using your hands, to avoid setting gown the micropipette, to use the ejector button to remove the tip, and to keep the tip box closed. If you were working with plasmids and bacterialShow MoreRelatedBiogen Analysis7823 Words   |  32 Pagesaccess to the latest equipment along with research and development capital support. Pharmaceutical companies, which traditionally have focused on chemical approaches to treating disease, have become increasingly supportive of biotech RD in their own labs, in partnerships with biotech firms, and through acquisitions of biotech firms. Alliances in the biotech industry doubled to nearly 250 between 1998 and 2000. Biotechnology is definitely a growing field. 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Communism And Marxist Ideologies And The Soviet Union

After World War II the Soviet Union led by Stalin maintained a strong presence and influence in Central and Eastern Europe, specifically, Poland through the communist Polish United Workers’ Party (PZPR). In this paper I aim to address the reason why communism and Marxist ideologies were unsuccessfully received in post war Poland. I will be arguing *that Marxism was made into a tool of oppression by the Soviet Union, and therefore became illegitimate in itself. I intend on arguing this theory by investigating the goal of the Soviet Union. In addition to this I will identifying instances where the Soviets and communist puppet parties in Poland had strayed from traditional Marxist ideologies. Finally I will recognize the opposition groups and parties that had formed against the Soviet oppression and instillment of inequality. I will be focusing my paper around analysis of traditional Marxist ideologies in comparison with post-war Stalinist ideologies which claimed to embody Marxi st ideals through their implication within the Soviet Union. By doing this I intend on proving to the reader that Soviet Marxism was a tool of oppression and inequality in eastern and central Europe. The Soviet Union post World War II intended on expanding their political power via communism under a guise of spreading Marxist thought; thus transforming Marxist ideology into â€Å"a tool of Soviet domination in Poland† (Aleksandrowicz, 101). They did this through the Polish United Workers’ Party (PZPR) aShow MoreRelatedThe Socialization And Dilution Of Marxist Theory Essay1701 Words   |  7 PagesSocialization and Dilution of Marxist Theory in the Post-WWII Era In Antonio Gramsci’s â€Å"Hegemonic Theory† in The Prison Notebooks, the Neo-Marxist ideology of cultural and social monopolies is the underlying source of bourgeoisie corruption and economic dysfunction. Gramsci‘s view of capitalist fascist ideology had failed to understand the complexity of capitalism as a system that dominated academia, the mass media, and other forms of institutionalization that co-opted Marxist leftists movements in theRead MoreA Brief History of The Soviet Union Essay1117 Words   |  5 Pages The Soviet Union; regarded as the â€Å"evil empire† by United States President Ronald Reagan was one of the most controversial country in the world. It operates as a single-party state with the Communist Party as the central government. From 1922 to 1991, Russia was enrich with the Marxist theory, attempting to promote social equality by resolving it through a series of practical and theoretical measures. The idea eliminated the social hierarchy and yearn towards a government that guaranteed low pricesRead MoreMarx And Engels s Critique And Critique Of Capitalism1669 Words   |  7 Pageswrote about economical in relation to the means or mode of production, ideology, alienation and most fundamentally, class relations (particularly between the bourgeoisie and the proletariat). Collectively, these two men created the theory of Marxism. There are multiple critiques of Marxism that attack the fundamental tenants of their argument. Several historical events have fueled such criti cisms, such as the fall of the Soviet Union, where Marxism was significantly invalidated and condemned. On theRead MoreSpeech Relations in Constructivism Theory1599 Words   |  6 Pagesthe international arena. In the fifth part of the speech, he says, â€Å"In short, both the United States and its allies and the Soviet Union and its allies, have a mutual deep interest, genuine peace, and in halting the arms race.† In this statement, the idea that the President is floating is that of world peace. He speaks as if he is speaking for both the US and the Soviet Union at a time when tension between the two countries is high due to the arms race. This view diffuses tension and constructs anRead MoreKarl Marx And Marxism1229 Words   |  5 PagesKarl Marx’s ideology was established to show what would happen if the social classes struggled with each other. Vladimir Lenin however, was more practical in that his ideology carried the changes needed to fit into the country itsel f. Marx anticipated that his concept would come to carry out a more advanced capitalist state because is where he thought the revolution he talked about would take place. 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Most research on this topic focuses on its connection to the famous events and upheavals, which shaped that era. â€Å"From Stettin in the Baltic to Trieste in the Adriatic an  "Iron Curtain† has descended across the continent. Behind thatRead MoreGorbachev Or Traitor : The Cold War1284 Words   |  6 PagesGorbachev or Traitor From 1947-1991, the looming fear of war between the USSR and the United States was a constant anxiety for citizens and their governments, because of differing ideologies that they believed in. Both sides were fearful of nuclear weapons that had been created by the U.S. and used in Japan. Frightened by its destructive power, the then USSR began to create its own Nuclear weapons to compete with the U.S., instilling fear of nuclear assured destruction. This lead to what we knowRead MoreThe Sources of Soviet Conduct by George F. Kennan Essay694 Words   |  3 Pagesâ€Å"The Sources of Soviet Conduct† in 1947 by George F. Kennan, the article impacted and created a different perspective on the spread of Communism and the Soviet Union. Kennan’s philosophy behind stopping Communism from spreading was through containment, even though the telegraph did not have the word containment in it. The Truman Doctrine was established and the number of Presidents that viewed war in f oreign soil. Kennan continued to fight Communism and had inputs and theories on other conflictsRead MoreThe Impact of the Cold War on Developing Nations Essay1175 Words   |  5 Pages1990’s. United States wanted to flex its political muscle and try to curtail the spread of Soviet Communism in the developing nations. Most of the nations in developed world had already made their political and socio-economic stand regarding the form of governance and leadership pursued. Underdeveloped nations in Asia, Latin America and Africa were still vulnerable and easily influenced in terms of ideologies and political direction. Most nations in Latin America like Chile were recovering from colonialism

Global Online Marketing A Concept Replacing Traditional Marketplaces Free Essays

string(144) " it uses the aid of technological tools such as portals, customer relationship management software, employee management software, and websites\." Abstract: Contemporary marketing has evolved into a large concept which includes the aspect of â€Å"idea marketing†. As the definition of marketing has evolved, so has the need for marketers to use technology to support the process. This paper discusses global online marketing, its advantages, and the ethical dilemmas associated with its use. We will write a custom essay sample on Global Online Marketing: A Concept Replacing Traditional Marketplaces or any similar topic only for you Order Now It also then discusses whether global online marketing can take over the traditional marketplace and whether this would prove to be beneficial for both consumers and marketers. Introduction: Marketing is an evolutionary concept which has been constantly growing over time, specifically in the more recent decades that have brought along significant technological change. While the definition of marketing has evolved in this era, so have the manner in which it is conducted and the mediums that it is conducted through (Rossiter, 2001). This significant change has caused the uprising of several questions which include has the meaning of marketing changed with the onset of the internet?, is the internet an ethical tool to use in attempting to persuade consumers to purchase products?, and whether online marketing has taken over the traditional marketplace and how? This paper will focus upon the topic of global online marketing and whether this phenomenon has replaced the traditional marketplace. The paper will begin by focusing upon the changing definition of marketing and how technology has accommodated it, continue with an analysis of online marketing, the benefits provided to customers/marketers through online marketing, and the ethical dilemmas associated with its used. The paper will then analyse how global online marketing has become the norm and the benefits and/or consequences of it replacing the traditional marketplace along with recommendations regarding how the internet can be used to the consumer/marketers’ advantage and how its negative impact can be reduced. The paper will conclude with a summary of the main points mentioned Evolution of the Definition of Marketing and its Impact on Technology: Marketing has been a concept which has gradually outgrown its previous definitions as various external factors have affected the way it is interpreted and understood by marketers and scholars alike. While there is increasing debate regarding the definition of marketing, Peter Olsen stress that most scholars in the discipline of marketing are satisfied with Kotler’s definition of marketing which says, â€Å"Marketing is human activity directed at satisfying needs and wants through exchange processes† (Kurzabard Soldow, 2007, p. 37). However, for those who were slightly unsatisfied with this previous definition of marketing, the American Marketing Association described marketing as, â€Å"The process of planning and executing the conception, pricing, promotion, distribution of ideas, goods, services to create exchanges that satisfy individual organizational objectives.†(Kurzbard Soldow, 2007, p. 38). However, most of the previous definitions applied to marketing, emphasized that the main goal of marketing was the exchange of goods and services (Kotler, 1972). Nonetheless, we often see people campaigning in the streets for support for a particular cause or we are approached by people who ask for donations for a particular charity. While we may have no particular association with the cause or the charity and we expect nothing in return from them personally, we are influenced or affected by the ideas presented to us. This can also be regarded as a form of â€Å"non-business marketing† and can be associated with Kotler’s classification of marketing into three levels of consciousness, the first regarding it as a business subject associated with buyers, sellers, other economic products services, and the second extending marketing as appropriate for all organizations that have customers (including non-profit organisations) (Kotler, 1972). While the definition of marketing had previously evolved to include the activities of non-profit organizations seeking to gain customers/donaters/supporters, etc., it can now be classified to encompass much more than that. This is described by Kotler’s (1972) consciousness three which describes marketing as â€Å"an organisation’s attempt to appeal to its public, not only its consuming public†. While this level of marketing may not have been given a high level of support in 1972, contemporary business practices urge organizations to be socially responsible, encourage motivational behaviour with employees, and also require coordination with suppliers. Thus, it is now just as essential to market an organisation appropriately to employees, society, suppliers, the media, and several other stakeholder groups of the organisation. Some stakeholder groups can be effectively dealt with personally, such as banks who are offering the organisation a loan. This institution can be personally marketed an idea which leads the bank officer to sanction the loan and would result in an exchange between the two parties as the bank gives the organisation money and the organisation agrees to pay the bank interest on the borrowed amount. However, how can the director of an organisation employing thousands of employees worldwide influence the employees to accept a new employment contract promoting a different combination of incentivesHow can he/she personally motivate them or congratulate them on a job well done? Coming back to the traditional view of marketing as a profitable process between buyers and sellers, we can apply the following scenario. How can an organisation encourage an overweight customer to try a newly formed formula which would help her reduce her weight when she is not even aware of the product and perhaps the fact that she even requires itIt would first be essential for the organisation to form the idea within her mind that she is overweight and then inform her about the existing product. However, it is obvious that this task cannot be fulfilled in person as that might be considered rude and highly inappropriate. This is where technology intervenes and begins our discussion on the concept of â€Å"idea marketing† and global online marketing. Global Online Marketing and its Advantages: The evolving definition of marketing and the need of contemporary businesses to satisfy various stakeholder groups have led to the increased use of technology in marketing processes. Thus, as a business seeks to satisfy stakeholders or project certain ideas towards them, it uses the aid of technological tools such as portals, customer relationship management software, employee management software, and websites. You read "Global Online Marketing: A Concept Replacing Traditional Marketplaces" in category "Essay examples" A charity uses the aid of a website which informs all of its stakeholders regarding its cause, how it seeks to implement it, and all other parties that it is associated with. In the same manner, a business organisation uses the aid of a website to illustrate all of its processes including sections mentioning its relationship with its suppliers, social responsibility practices, and sections featuring its financial statements and the dividends paid to shareholders. Simil arly, customer relationship management software is used to gauge and understand consumer wants, market potentially desired products to consumers, and facilitate communication between the organisation and the customer (Pines, Peppers, Rogers, 2009). While the internet aids in satisfying these needs of contemporary business organizations, it also serves the current definition of marketing which includes â€Å"idea marketing† and is said to have a core concern of â€Å"producing desired responses† (Kotler, 1972). Thus, while it would be difficult to convince an overweight customer that she needs to try a new weight loss formula or to attempt to sell an exceptionally revealing piece of lingerie to a woman who is conservatively dressed, doing this through online marketing would make it more convenient and acceptable to both the customer and the marketer. There may also be instances in which the customer may feel uncomfortable in walking into a store and asking the salesman which type of brassiere would make her breasts look more erector explaining the condition of a particularly nasty occurrence of acne on her upper thigh and asking what type of ointment would help cure it? Online marketing would help in this regard as it enables open communication between the customer and the marketer and enables the marketer to expressly form ideas into the customer’s mind. As Kotler (1972) mentions, the marketer â€Å"seeks to influence† in any manner and then eventually seeks to â€Å"produce a desired response† which may be in the form of support for a cause or an idea or in the form of the purchase of a product. Thus, global online marketing is usually conducted through social media platforms, websites, and personal email in certain situations. The marketer uses these platforms to illustrate their message with the aid of pictures, virtual demonstrations, and articles which may seek to persuade or inform the customer regarding various uses, benefits, and opinions regarding the product (Pires, Stanton, Rita, 2006). This allows the flow of information from the marketer to the customer and allows convenience to both parties. For example, it is not easy for a marketer to stop people in the street and coerce them to view the design of a new mobile phone and ask them for their opinion on it. For all the marketer may know, the person may not be the least interested in mobile phones or may not need a new one. It is also then not easy to stop all of the people in the street and tell them about the various types of reviews that the newly designed phone has. Accordingly, online marketing enables the marketer to efficiently and effectively aim at the target audience and project their message towards them. It also enables the marketer to give the customer as much information as they deem necessary in order to persuade the customer to support a particular idea or purchase a particular product. More importantly, it enables the marketer to quickly transmit this information to the customer such as in the instance of a sale or a contest occurring for a particular product or brand (Burton, 2001). As Kotler’s (1972) explanation of generic marketing and the strategies involved in producing a desired response from the customer includes designing the product in a more attractive manner, presenting the product to the customer on more attractive terms, adding symbolic significance to the product, and making the object more accessible, online marketing assists each of these processes. While online marketing helps the marketer provide the custome r with information, illustrations, and persuasion of the product’s attractiveness and also mentions the terms on which the product can be bought or acquired (such as discounts or a giveaway contest), it can also help add symbolic significance to the product by featuring an article or video, showing the product being used by a celebrity or on a particular occasion. Moreover, it has enabled marketers to get feedback regarding their product and effectively communicate with customers through an economical platform. One very important function that online marketing is now performing for the marketer is making the product more accessible for the customer (Rossiter, 2001). Through e-commerce, marketers have been able to target a large amount of consumers and made the product highly accessible through the click of a mouse. Thus, through the aid of cookies and through previous purchase behaviour, businesses are able to gather information regarding what the consumer needs or is interested in and then make customly designed offers which suit the customer’s needs. This has enabled an increase in sales and has also enabled the marketer to save costs which are associated with setting up and managing physical shops and employing large amounts of labour. As emphasized by Pines, Peppers, Rogers (1995), it has also enabled marketers to anticipate consumer wants and personally develop a learning relationship with their customers by understanding what their customers need and enabling them to retain their customers forever. Online marketing enables mass customization in an economical manner, which is not a process that can be fulfilled in a traditional shop in a cost-effective manner and if done manually would probably lead to a confusing and disorganized situation (Gummesson, 2002). However, global online marketing has not only facilitated the marketer, but has specifically empowered the customer as well according to Pires, Stanton, Rita (2006). It enables the customer to ask questions and access information without the obstacle of embarrassment, lack of demonstration, and at their own leisure. Thus, while a traditional shop may close at 6 pm, a potential customer may require information regarding a product after he/she gets off from work. Online marketing enables the customer to easily and effectively gain this information through technological means at any time he/she pleases. Moreover, online marketing has enabled the customer to access as much information as he/she deems necessary and guide the marketer regarding his/her needs and demands. The customer is able to provide feedback and make comments regarding a product. Moreover, the customer is also able to customly design the type of product he/she needs or suggest the type of offer that would attract him/h er towards purchasing a particular product. This enables the customer to take charge of his/her preferences and purchases and adds to the customer’s convenience. This is also said to result in a higher satisfaction level within consumers (Gummesson, 2002). While there are numerous advantages of global online marketing, there are also certain disadvantages or ethical concerns associated with its use. Ethical Concerns of Global Online Marketing: While a consumer may significantly benefit from targeted offers which suit his/her needs/wants, it is also of concern, how marketers are able to make these offersOnline marketing software enables a marketer to install cookies on the consumer’s computer and keep track of the types of websites that the consumer regularly visits and the types of purchases he/she makes. Accordingly, while keeping track of the consumer’s behaviour, the marketer is able to show the consumer advertisements of offers that may interest him/her. However, how often have you opened a website and made a secret purchase which you did not want anyone to know aboutThen, how is it ethical for a business to know what you have been doing onlineThis raises the concern of privacy and plagues many consumers who are not highly enthusiastic about being followed online (Philip, 2000). Moreover, how would you feel if you made a purchase of lovely pink bunny slippers online and the very next day when your friend was using your computer, an advertisement featuring a similar product popped upIt would most likely be a cause of immense annoyance and embarrassment which is also an ethical concern of global online marketing. It is deemed highly unethical to bombard consumers with advertising material when they are least expecting it or especially when they least desire it. Moreover, several studies have also claimed that bombarding a consumer with offers for a particular product when they do not desire such interruptions can lead to resentment towards the product and create a negative image of the product for the consumer. It is also highly inappropriate for organizations to bombard the consumer with advertisements when they are not sure whether the consumer is in appropriate company to view those advertisements or whether it is the appropriate occasion (Golding, 2000). An additional ethical concern is the processing of online transactions which involves the collection of financial information such as credit card numbers and bank account details. Research has proven that 48% of consumers are highly suspicious of this process and refrain from online shopping because they are unwilling to divulge such information online. This is a major concern because some of this information is used unethically or fraudulently which then leads to severe consequences for the customer. Moreover, customers are also highly skeptical of online hackers who break into such websites and gain such financial information regarding consumers, thus then using it in a negative manner in order to cause the consumer financial loss. This is known as cyber crime (Fuat, 1997). The dilemma of not knowing who you are communicating with and the credibility of the person/organisation is the main ethical concern which is highly distressing for customers and is a hinderance which organizations are attempting to overcome. Despite the ethical concerns of using online marketing, a large proportion of marketers/businesses have successfully adopted it and it is becoming increasingly accepted amongst consumers. It may be said that global online marketing is taking over traditional marketplaces. Is Global Online Marketing Taking Over Traditional Marketplaces and Should It? The use of online marketing is becoming widespread despite the initial reaction of consumers of suspicion regarding whether it can be ethically used or not. Allegedly, the concept has turned the whole world into a global marketplace as businesses are easily able to sell and market their products to customers in different countries. Many businesses have adopted the concept and made it the prime focus of selling/marketing to customers, an example is Amazon. While the concept has largely taken over the traditional concept of a marketplace and may be replacing the traditional marketplace at an increasing rate, there are many reasons why it cannot fully take over and also many reasons why it should not (Hunt, 1994). The advantages of global online marketing include convenience, access to information, accessibility, ease of use, and access to a large market which can be targeted effectively. It also enables making partnerships with other firms on the basis of sharing data. However, the ethical dilemmas concerning it include privacy issues, suspicion regarding the revealing of financial details, and bombarding the customer with unwanted advertisements at inconvenient times. Similarly, the reasons that global online marketing cannot fully take over the concept of the traditional marketplace include the fact that half the world still does not have internet access and many businesses are targeting certain groups of consumers that are not privileged with access/knowledge of using the Internet. For example, consumers in many Third World countries and in other inaccessible areas do not have access to the Internet and are often even unaware of how to use a computer. It would be highly ineffective for a m arketer to attempt to target and reach these audiences with online marketing. Another important reason that global marketplaces cannot take over traditional marketplaces is because some products require physical viewing and cannot be purchased after viewing online demonstrations or reading descriptions of the product. This may be specifically true in the case of automobiles or even in the case of clothes which need to be tried on before purchase. Moreover, while in some situations the client may feel more relaxed in talking about or asking questions about the product online, there are some sitatuons which require personal involvement and personal contact between the client and the marketer (Hunt, 1994). For example, many brides-to-be would not be highly happy about conversing with the computer regarding their preferred wedding dress and would appreciate personally talking to a sales representative. While these are some of the reasons that online marketplaces cannot take over traditional marketplaces, there are also some reasons which suggest that this should not happen even if it is becoming the norm. First of all, online marketing is taking over the advantages of the value chain and is possibly taking over the concept of a retail store, thus putting many retail stores at a disadvantage. This can mean a loss of business for many people who are in this part of the value chain. Moreover, online marketing means that there is less need for physical labour and a different type of expertise required which may also significantly increase the rate of unemployment and may be a major concern (Woodall, 2001). Another problem with online marketing is that the image it portrays to consumers and the manner in which it glamorously displays products coaxes many consumers to spend hard-earned money on products that they do not need. It often causes consumers to purchase goods that they would not have purchased otherwise and is a rising concern for many countries as it has led to problems of shopaholics. In other cases, consumers are often sold products that they thought were somethingelse or looked differently online, but were given products which are vastly different from their expectations (Woodall, 2001). Thus, it is evident that while the concept of global online marketing is becoming increasingly popular, widely accepted, and gives advantages and empowerment to both the marketer and consumer, the concept still has certain disadvantages which may prevent it from becoming the sole form of business between organizations and consumers. Accordingly, it is recommended that global marketers use this platform as a way to communicate with their customers and project ideas into their minds while also gaining essential feedback, but not to rely on it as the sole form of communication or exchange between customers and the organisation. Moreover, organizations should be sensitive towards privacy issues of customers and refrain from the use of cookies without explicit permission from their customers. They should rely upon customer feedback, previous purchase information, and comments that the customer willingly provides regarding his/her purchasing preferences. Organisations should refrain from u sing pop-up advertisements and target the customer in a more discreet manner such as when he/she clicks upon a certain relevant page or through personal email or social media platforms (news popping up in newsfeed on Facebook). Other forms of marketing such as radio, television, and personal contact should also be used in order to be able to facilitate and attract all types of customers instead of limiting the market to only a particular group of customers. Conclusion: The paper discusses how the evolving definition of marketing has resulted in the need to use technology to support marketing practices. It has established that there are various advantages associated with using online marketing which include convenience, accessibility, and the amalgamation of essential information for both customer and marketer. However, the paper has also pointed out that there are certain disadvantages to the use of online marketing and reasons why it cannot take over the concept of a traditional marketplace. References Burton, D. (2001) â€Å"Critical Marketing Theory: The Blueprint†. European Journal of Marketing. Vol. 35 5/6 pp. 742-743 Fuat, A. (1997). â€Å"From segmentation to fragmentation: markets and marketing strategy in the postmodern era.† European Journal of Marketing. Vol.31(3-4) pp.183-185. Golding (2000) â€Å"Forthcoming Features: Information and Communications Technologies and the Sociology of the Future† Sociology. Vol 34 (1). Gummesson, E. (2002) â€Å"Practical value of adequate marketing management theory† European Journal of Marketing .Volume 36 (3) pp.325-349 Hunt, D. (1994) â€Å"On Rethinking Marketing: Our Discipline, Our Practice, Our Methods† European Journal of Marketing Vol. 28(3) pp. 13-25. Kotler, P. (1972) â€Å"A Generic Concept of Marketing†, Journal of Marketing. Vol. 36. pp. 46-54 Kurzbard, G. Soldow, G. (2007) â€Å"Towards a Parametric Definition of Marketing† European Journal of Marketing. Vol. 21 (1) pp. 37-47 Philip, E. (2000) â€Å"Strategy the End to the Endgame?†(impact of Internet economy on strategy). Journal of Business Strategy. Vol.21 (6) p 12 Pines J., Peppers, D., Rogers, M. 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Consumer Behavior – Demographic Trends

Question: Describe about the Consumer Behavior for Demographic Trends. Answer: Introduction The goal of each company is to expand its market share by having as many customers as possible. However, for the firms to achieve this objective they have to understand the behavior portrayed by the consumers concerning the various types of products or services(Durmaz TaÃ…Å ¸demir, 2014, p. 188). The understanding of the consumer behavior assist the companies in enhancing the marketing techniques by acquiring the comprehensive understanding of the several issues that affect the consumer purchasing process(Brosekhan Velayutham, 2013, p. 10). For example, through the study of the consumer behavior, the marketer will be able to know the psychological nature of the consumer regarding a particular product or brand. Again, the marketer can be able to identify the consumer behavior while shopping as well as how the consumer is motivated by the different brands of the products. These are just a few scenarios on how the understanding of the consumer behavior can be very effective for th e company when coming up with the marketing strategies. The core purpose of this report is to analyze and evaluate how the demographic aspect among the consumers can affect the purchasing power as well as the consumer buying decision and process. In addition to age, there are also other factors that make up the demography of the population. These factors include family size, marital status, income level, geographical location, occupation, education, race, and sex. These factors play very critical role in determining the marketing strategies and identifying market niche. However, demographic can also be used in play other roles which are very vital for the marketers and companies at large. This report seeks to identify another alternative of demography in monitoring trends and changes in both social and cultural environments when searching for new market opportunities. For an extensive and comprehensive discussion of this aspect, the report uses case studies of industries such as Gym, Pay to watch televisions and to eat out in the restaurants. Effects of Demographic Trends on Gym, Pay Television, and Restaurant Industries It has come out clearly that some of the demographic trends can have either negative or positive impact on the marketing of the company industries. Some of the trends that the report discusses the mention industries are the long lifespan of the senior citizens, Baby Boomers generation, Generation X, and current small families or single adult family normally referred to as Generation Y. Long Lifespan of the Senior Citizens Long lifespan among country citizens comes across with many challenges(Allebeck, 2009, p. 48). Besides, it does not only pose the problems to the nation economy but also to the industries manufacturing the products majorly consumed by the young generation. Based on the industries to be discussed in the group, this generation will have the various implications on the industries listed below: Gym/Fitness Industry The senior exercise for fitness is majorly based on walking, swimming, bike riding and hiking. This fully indicates that the majority of the senior citizens are not consumers of the gym products. This is because it is rarely to get the elderly as active as the young ones. As a result, they undertake the fitness exercises that do not involve a lot of energy. Therefore, it is evident that the population largely comprised of senior citizens who are deemed to have long lifespan will have negative impacts on the gym or fitness industry. Pay Television Industry Given the fact that the senior citizens are either depending on the government for provision of essential services or on their savings for expenditure, it will be very difficult for them to make pay television subscriptions. Therefore, the television industry will only have view customers, and thus it will be negatively affected. Restaurant Industry The senior citizens in the population are more like to eat at home than eating out in the restaurants. The findings indicate that the frequency of the people eating out tend to reduce as they get the order(Morran, 2013). This means that eat out restaurants industry will be affected if the large portion of the population comprised of senior citizens. Baby Boomers Generation Bearing in mind, the baby boomers have a lot of money to spend, and they are about to retire they may either negatively or positively affect the industries based on their plans when they are not working or their live savings. Gym/Fitness Industry A large percentage of the baby boomers do not spend more on gym industry. However, there is a relatively good percentage that usually engages fitness industry in older to reduce the risks associated with the people like the approach the age of the senior citizens(Villarreal, 2012). Therefore, baby boomers generation will have both negative and positive impacts on the gym industry. Pay-Television Industry Findings are found that baby boomers spend less on entertainment. Therefore, this means they will be less likely to get much involved in the pay television industry and thus the industry will be negatively affected. For example, it has been found that the spending of baby boomers on entertainment has been falling since 2010(Villarreal, 2012). Eat out Restaurant Industry. Despite the perceptions that baby boomers are the largest consumers in dining out the industry, the research findings dispute this(Villarreal, 2012). Instead, they indicate that baby boomers tend to spend more on education, adult children and mortgage debt other than either entertainment or dining out. Generation X The general definition of Generation X population implies the people born between the 1960s and 1970s. This is the generation which witnessed the introduction of advanced electronic devices as well as the eruption of the internet(Williams Page, 2013, p. 2). There are normally known to be proud when making their informed decisions. However, they are best known for turning into the internet when looking information about the best value for their money(Branwell, 2010). This generation will the various impacts on the following industries. Gym/Fitness Generation X in as an active generation and are likely to engage in fitness exercises. This because this generation is more independent minded and is likely to engage in independent buying decision choice. Again, they are earning and thus have income which can utilize in maintaining their fitness to look more attractive. Therefore, generation X will positively impact gym of the fitness industry. Pay-Television Industry Generation X are fond of entertainment. This is the fact they are still young spouses and thus determined to entertain their families. Therefore, generation X will be a good target market for the pay television industry. However, this will be budgeted for and will not come out through impulse buying. Eat out Restaurant Industry This generation is likely to frequent customers of eating out restaurant industry. This is because they tend to entertain their spouses as well as their young families by taking them out for dinner. Generation Y Generation X comprises of the population born between 1977 and 1994. This generation is majorly known for spending on a daily basis. This generation a bit spendthrift and thus more likely to be targeted marketers from different types of industries(Benjamin, 2008, p. 58). Therefore, generation Y will have negative impacts on industries discussed in this report. Gym/Fitness Industry Generation Y is very lively and active. They seem to care more about their body fitness, and they look. Therefore, they are more likely to engage in fitness that any other generation in the population. Pay Television industry Entertainment is quite evident in this group, and thus the higher percentage of the population will be consumers of the pay television industry products. Eat out Restaurant Industry The majority of the citizens in this generation are at dating age, or they are currently married. Therefore, they are like to go out for dinner during the dates. Again, they will tend to appease their partners by taking them out for dinner frequently. Other Demographic Trends Apart from age, other demographics trends that can influence consumer behavior are a level of income, gender, ethnicity, and race. Marketers are supposed to pick the right demographic attribute for the marketing campaign(Goldberg Gunasti, 2007, p. 165). This will ensure that the industry efficiently and effectively meets the needs of the target market satisfactory. About the chosen industries in this report other industries may affect them as discussed below: Level Income: Level of incoming determines the purchasing behavior as well the buying frequency of the consumer(Hawkes, 2007, p. 1965). Given the nature of the industries discussed in this report the level of income will be a key factor for the market entry of the case studied industries. Gender: Gender in the population is used by the marketers to ascertain the type of the product to offer in the market(Donnelly, 2008, p. 20). In the case studied industries gender will have little influence on their success. Ethnicity: Same as gender, ethnicity will not influence the entry of the three industries in the market. This because the products from the three industries are normally consumed by every ethnic group. Race: Again, race falls in the same category as gender and ethnicity. This is because products offered by the suggested industries seem to universal to be consumed by each group of them. Conclusion The findings indicate the demographic aspect is very essential factor to the marketers when determining the potentiality of the target market, marketing mix to be used to expand or penetrate into the new markets and in identifying market segments. Demographics are usually linked with the segmentation and the subculture of the population. Therefore, this makes demographic aspect very vital in the study and understanding of the consumer behavior. For example, the findings portray that some of the fast growing economies such as Taiwan, China, and Korea the population comprise largely with young generations. Therefore, the marketers in these in regions should focus on products which are likely to be consumed by the youths. References Allebeck, P., 2009. Living longer, working longer? The impact of subjective life expectancy on retirement intentions and behavior. The European Journal of Public Health, 20(2), pp. 47-51. Benjamin, K., 2008. Welcome to the Next Generation of Search. Revolution, 3(2), pp. 56-59. Branwell, J., 2010. Technology: Generation XD Uses Internet for Better Social Interaction. Marketing Week, 14(7). Brosekhan, A. A. Velayutham, M., 2013. Consumer Buying Behaviour A Literature Review. Journal of Business and Management, 2(2), pp. 8-16. Donnelly, A., 2008. Playing to the Digital Generation. Marketing, April (16), pp. 19-20. Durmaz, Y. TaÃ…Å ¸demir, A., 2014. A Theoretical Approach to the Influence of Social Class on Consumer Behavior. American International Journal of Social Science, 3(3), pp. 187-191. Goldberg, M. E. Gunasti, K., 2007. Creating an Environment in Which Youths Are Encouraged to Eat a Healthier Diet. Journal of Public Policy Marketing, 26(2), pp. 162-168. Hawkes, C., 2007. Regulating Food Marketing to Young People Worldwide: Trends and Policy Drivers. American Journal of Public Health, 97(11), pp. 1962-1973. Morran, C., 2013. Fewer Younger Adults Eating Out While More Baby Boomers Elderly Hit The Restaurants. [Online] Available at: https://consumerist.com/2013/01/16/fewer-young-adults-eating-out-while-more-baby-boomers-elderly-hit-the-restaurants/ [Accessed 16 September 2016]. Villarreal, P., 2012. How Are Baby Boomers Spending Their Money?. [Online] Available at: https://www.ncpa.org/pub/st341 [Accessed 16 September 2016]. Williams, K. C. Page, R. A., 2013. Marketing to the Generations. Journal of Behavioral Studies in Business, 1(1), pp. 1-17. Zhang, Y., 2015. The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 3(2), pp. 58-62.