The Various Positioning Errors Marketing Essay

The Various Positioning Errors Marketing Essay For instance: kotak-mahindra positions itself in the customers mind as one entity-kotak,which provide customized solutions to all the financial services needs.The positioning of the brand will be influenced by the competitive stance one wants to adopt. Various Positioning Errors; UNDER POSITIONING: Here the customers have a blurred and unclear idea of the brand. OVER POSITIONING: Here the customers have too limited awareness of the brand. CONFUSED POSITIONING: Here the customers have confused opinion of the brand. DOUBLE POSITIONING: Here the customers do not accept the claims of the brand. POSITIONING BY PRICE/COST LEADERSIP When it comes to marketing the business, there are three generic strategies you can use: focus, differentiation and cost leadership.   This means that you need to minimize your costs and pass the savings on to your customers. WAL-MART Wal-Mart Stores Inc. has been successful using its strategy of everyday low prices to attract customers. The idea of everyday low prices is to offer products at a cheaper rate than competitors on a consistent basis, rather than relying on sales. Wal-Mart is able to achieve this due to its large scale and efficient supply chain. They source products from cheap domestic suppliers and from low-wage foreign markets. This allows the company to sell their items at low prices and to profit off thin margins at a high volume. MCDONALDS The restaurant industry is known for yielding low margins that can make it difficult to compete with a cost leadership marketing strategy. McDonalds has been extremely successful with this strategy by offering basic fast-food meals at low prices. They are able to keep prices low through a division of labor that allows it to hire and train inexperienced employees rather than trained cooks. It also relies on few managers who typically earn higher wages. These staff savings allow the company to offer its foods for bargain prices. POSITIONING BY LIFESTYLE Brand position in car-MAZDA MAZDAs Brand Positioning Strategy There are similar products throughout the automotive industry. Mazda considers it vitally important to strengthen its emotional bonds with consumers. In order to create an excellent brand image through strong emotional ties with consumers, Mazda did not initially concentrate on brand strategy schemes, but rather sought to define a brand DNA. Target customers Mazdas target customers are those individuals who stay young, have a good capability to express themselves, are always passionate and are self-confident in their choices. Mazdas Brand DNA Mazdas brand DNA is divided into two concepts of Personality and Product. In order to gain pathos from the target customers, Mazda tried to create an image where Personality is defined as Stylish, Insightful and Spirited, and to guide Mazdas craftsmanship, Product is defined as Distinctive Design, and Responsive Drive. POSITIONING BY ATTRIBUTES Brand positioning is designed to develop a sustainable competitive edge on product attributes in the minds of the consumers. The consumer choice depends upon the attributes of the brand and the utility thus derived.brand attributes also known as core values,represent the essence of the brand. FEW STRONG BRAND ATTRIBUTES: Sustainability: A strong brand makes business competitive.A sustainable brand drives an organization towards innovation and success.Example:Marks and spencers. Inspirational: A strong brand should transcend/inspire the cateogary it is famous for.Example: NIKE transcendent jersey. Appealing: A strong brand should be attractive. Customers should be attracted by the promise one makes and by the value one delivers. Example:life insurance companies. Sometimes a product can be positioned in terms of two or more attributes simultaneously. The  price and quality attribute dimension is commonly used for  positioning  the products. The product is associated with attributes it possess. Ariel offers a specific benefit of cleaning even the dirtiest of clothes because of the micro cleaning system in the product. Colgate offers benefits of preventing cavity and  fresh breath. Promise, Balsaras toothpaste, could break Colgates stronghold by being the first to claim that it contained clove, which differentiated it from the leader. Nirma offered the benefit of low  price  over Hindustan Levers Surf to become a success. Maruti Suzuki  offers benefits of maximum fuel efficiency and safety over its competitors. This strategy helped it to get 60% of the Indian automobile  market. POSITIONING BY QUALITY Another way is to communicate a specific image or position for a brand is to associate it with a specific use or application-Quality It Possess Surf Excel is positioned as  stain remover   Surf Excel hena! Clinic All Clear Dare to wear Black. POSITIONING ON THE BASIS OF PRODUCT CLASS Often the competition for a particular product comes from outside the product class. For example, airlines know that while they compete with other airlines, trains and buses are also viable alternatives. Manufacturers of  music CDs must compete with the cassettes industry. The product is positioned against others that, while not exactly the same, provide the same class of benefits. POSITIONING BY COMPETITOR Competitors may be as important to positioning strategy as a firms own product or services. In todays  market, an effective positioning strategy for a product or brand may focus on specific competitors. This approach is similar to positioning by product class, although in this case the competition is within the same product category. Onida was positioned against the giants in the television industry through this strategy, ONIDA colour TV was launched with the message that all others were clones and only Onida was the leader. Neighbours Envy, Owners Pride. POSITIONING ACCORDING TO THE PRODUCT USER Clinique, for example, has a strong image of being fresh, clean, and pure, with a white-coat clinical approach to skin care and cosmetics. The typical user is perceived to be a young woman with oily skin. The challenge for Clinique is to maintain its current image strengths but to soften the youthful image (to make the brand accessible to mature women) and to reach out beyond the specialized focus on oily, problem skin to a broader   audience. For instance, Clinique would like to inject elements of elegance into the line, not to compete with the elegant position of competitors but to expand beyond their  strong clinical position. POSITIONING BY OCCASION Recognizing the market potential, Cadbury decided to add the  Diwali  twist to  Celebrations. With the 1999 campaign that surprised families with `Diwali Ki Meethi Shubhkaamnaaye  and the `Har Pal Bane Ek Utsavcampaign in 2000, people were now reveling in the  Diwali  festivities with a box of  Cadbury  Celebrations. In 2002, with the tagline `Rishtey Pakne Do  the Rich Dry Fruit Collection was introduced in the market that got families together in festive times. Delving beyond families, the 2004  Celebrations  commercials starring Amitabh Bachchan cemented the spirit of friendship with the tagline `Aisi Mithaas Jo Dosti Banaye Khaas. In 2009,  Celebrations  took the brand thought deeper into the meaning of Diwali; it was now a symbol of new friendship, spreading happiness, and taking a moment to thank all those who remain unappreciated for most part of the year. Tapping into the festive mood of togetherness, Celebrations  started asking people  `Iss Diw ali Aap Kisse Khush Karenge?  

The Skeletal System Essay examples -- Basic Pathology

The skeletal system includes the osseous tissues of the body and the connective tissues that stabilize or interconnect the individual bones. The bone is a dynamic tissue. Throughout the lifespan, bone adjusts to the physiologic and mechanical demands placed on it by the processes of growth and remodeling. Bone serves the organism at multiple levels: As a system, bones permit the organism to locomote effectively and to maintain posture by bearing loads without deformation, by providing rigid attachment sites for muscles and acting as a system of levers to amplify small movements. As an organ, bones protect the viscera and house the hemopoietic tissue (red marrow). As a tissue, bones serve as a reservoir of readily mobilizable calcium, an ion vital for many metabolic processes including cell motility, excitability, secretion, phagocytosis, intermediary metabolism, respiration, and reproduction. Bones (or osseous material) serve a number of diverse purposes in the human anatomy. In addition to providing structure, leverage, protection, and support for the organs of the body, bones also house marrow, which produces blood cells. Within the bones are also stored the calcium deposits which the body may access, via resorption, when needed. Additionally, bones detoxify the system, by removing heavy metals, such as lead and arsenic, as well as other toxins, from the bloodstream. The skeletal system provides structural support for the entire body. Individual bones or groups of bones provide a framework for the attachment of soft tissue and organs. Delicate tissues and organs are often surrounded by skeletal elements. The ribs protect the heart and lungs, the skull encloses the brain, the vertebrae shield the spinal cord, and the pelvis ... ...& J.W. Heath, Wheater ¡Ã‚ ¦s functional Histology, 4th edition, Churchill-Livingstone, New York, 2000, pp. 175-192. Johnson, Michael D. Human Biology: Concepts and Current Issues, Benjamin Cummings, San Francisco, 2001. Khosla, S., Kumar, V., Ramzi, S.C., Robbins, S.L. 1992. Basic Pathology, 5th edition. Philadelphia: W.B. Saunders Co. Manolagas, Starvros C. 2000. Birth and Death of Bone Cells: Basic Regulatory Mechanisms and Implications for the Pathogenesis and Treatment of Oteoporosis, Endocrine Reviews, 21(2): 115-137. Martin, B. 1993. Aging and strength of bone as a structural material, Calcified Tissue International, 53 (suppl.): S34-S40. Martini, Frederic. Fundamentals of Anatomy and Physiology, Prentice Hall, New Jersey, 1989. Raisz, Lawrence G. 1999. Physiology and Pathophysiology of Bone Remodeling, Clinical Chemistry, 45:8(B): 1353-1358.

Kant

IMMANUEL KANT’S THEORY Immanuel Kant (1724-1804) discussed many ethical systems and reasonings. Some were based on a belief that the reason is the final authority for morality. In Kant's eyes, reason is directly correlated with morals and ideals. Actions of any sort, he believed, must be undertaken from a sense of duty dictated by reason, and no action performed for appropriateness or solely in obedience to law or custom can be regarded as moral. A moral act is an act done for the â€Å"right† reasons. Kant would argue that to make a promise for the wrong reason is not moral you might as well not make the promise.You must follow a certain code in order to find truth behind your actions. Kant believed that you should treat everyone with value, dignity, and respect. Our reasoning ability will always allow us to know what our duty is. Kant described two types of common commands given by reason: the hypothetical imperative, which dictates a given course of action to reach a specific end; and the categorical imperative, which dictates a course of action that must be followed because of its rightness and necessity.The categorical imperative is the basis of morality and was stated by Kant in these words: â€Å"Act as if the maxim of your action were to become through your will and general natural law. † Therefore, before proceeding to act, we must decide what rule we need to follow if we were to act, whether we are willing for that rule to be followed by everyone all over. Kant believes that moral rules have no exceptions. It is wrong to kill in all situations, even those of self-defense. This belief comes from the Universal Law theory.Since we would never want murder to become a universal law, then it has to be not moral at all. Kant believes killing could never be universal, therefore it is wrong in each and every situation. There are never any extenuating circumstances, such as self-defense. I believe Kant is right in making certain moral and e thical codes exempt from being a universal law because there shouldn't be different rules for different laws. The rules and laws should apply to every situation. An act is either wrong or right, based on his universality law.For example, giving money to a homeless person just to get him/her to leave you alone would be judged not moral by Kant because it was done for the wrong reason. With Kants belief in mind; if the consequence of immoral behavior were dealt with in a legal structure, people would be prosecuted for â€Å"EVERYTHING† since there are no extenuating circumstances. Kant's categorical imperative is a tri-dynamic statement of philosophical thought:(1) â€Å"So act that the maxim of you could always hold at the same time as a principle establishing universal law. (2) â€Å"Act so as to treat humanity, whether in your own person in that of another, always as an end and never as a means only. ‘(3) â€Å"Act according to the maxims if a universally legislativ e member of a merely potential kingdom of ends. † In other words, Kant argues that particular action requires conscious thought of the rule governing the action. Whether if everyone should follow that rule, and if the rule is acceptable for universal action, it should be adopted. If the rule is unacceptable, then it should be rejected.In order to understand whether or not an action follows Kant's â€Å"categorical imperative,† we must prescribe those norms that we wish to be universal laws. We must make the judgment on whether or not universal ethics is possible. I believe that a bit of universality exists throughout the world; don't kill your neighbor, be kind to others, do not steal, etc. yet, individual perception of the world by people prevents the possibility of an all-encompassing universal code of ethics. I believe along with Kant that we should develop a friendship and code to help our fellow man.We all have a duty to treat others the way we want to be treated. The one thing I disagree with is that we should not be punished for doing good deeds to those even though we might find ourselves backed into a corner when dealing with these individual problems. Overall dealing with Kant's theory everyone should be truthful and abide by the universal code. We should follow his theory in treating everyone with value, dignity, and respect. Even though everyone should help others, I believe in some situations people have to be persuaded to help even though this goes against Kant's beliefs. Kant IMMANUEL KANT’S THEORY Immanuel Kant (1724-1804) discussed many ethical systems and reasonings. Some were based on a belief that the reason is the final authority for morality. In Kant's eyes, reason is directly correlated with morals and ideals. Actions of any sort, he believed, must be undertaken from a sense of duty dictated by reason, and no action performed for appropriateness or solely in obedience to law or custom can be regarded as moral. A moral act is an act done for the â€Å"right† reasons. Kant would argue that to make a promise for the wrong reason is not moral you might as well not make the promise.You must follow a certain code in order to find truth behind your actions. Kant believed that you should treat everyone with value, dignity, and respect. Our reasoning ability will always allow us to know what our duty is. Kant described two types of common commands given by reason: the hypothetical imperative, which dictates a given course of action to reach a specific end; and the categorical imperative, which dictates a course of action that must be followed because of its rightness and necessity.The categorical imperative is the basis of morality and was stated by Kant in these words: â€Å"Act as if the maxim of your action were to become through your will and general natural law. † Therefore, before proceeding to act, we must decide what rule we need to follow if we were to act, whether we are willing for that rule to be followed by everyone all over. Kant believes that moral rules have no exceptions. It is wrong to kill in all situations, even those of self-defense. This belief comes from the Universal Law theory.Since we would never want murder to become a universal law, then it has to be not moral at all. Kant believes killing could never be universal, therefore it is wrong in each and every situation. There are never any extenuating circumstances, such as self-defense. I believe Kant is right in making certain moral and e thical codes exempt from being a universal law because there shouldn't be different rules for different laws. The rules and laws should apply to every situation. An act is either wrong or right, based on his universality law.For example, giving money to a homeless person just to get him/her to leave you alone would be judged not moral by Kant because it was done for the wrong reason. With Kants belief in mind; if the consequence of immoral behavior were dealt with in a legal structure, people would be prosecuted for â€Å"EVERYTHING† since there are no extenuating circumstances. Kant's categorical imperative is a tri-dynamic statement of philosophical thought:(1) â€Å"So act that the maxim of you could always hold at the same time as a principle establishing universal law. (2) â€Å"Act so as to treat humanity, whether in your own person in that of another, always as an end and never as a means only. ‘(3) â€Å"Act according to the maxims if a universally legislativ e member of a merely potential kingdom of ends. † In other words, Kant argues that particular action requires conscious thought of the rule governing the action. Whether if everyone should follow that rule, and if the rule is acceptable for universal action, it should be adopted. If the rule is unacceptable, then it should be rejected.In order to understand whether or not an action follows Kant's â€Å"categorical imperative,† we must prescribe those norms that we wish to be universal laws. We must make the judgment on whether or not universal ethics is possible. I believe that a bit of universality exists throughout the world; don't kill your neighbor, be kind to others, do not steal, etc. yet, individual perception of the world by people prevents the possibility of an all-encompassing universal code of ethics. I believe along with Kant that we should develop a friendship and code to help our fellow man.We all have a duty to treat others the way we want to be treated. The one thing I disagree with is that we should not be punished for doing good deeds to those even though we might find ourselves backed into a corner when dealing with these individual problems. Overall dealing with Kant's theory everyone should be truthful and abide by the universal code. We should follow his theory in treating everyone with value, dignity, and respect. Even though everyone should help others, I believe in some situations people have to be persuaded to help even though this goes against Kant's beliefs.

Essay on Psych Nursing Communication - 647 Words

Journal Number Two: An important primary goal of nursing is to facilitate the development of trust and to build upon a therapeutic relationship between the patient and members of the health care team. Demonstrating the skill(s) of effective communication is key. Assessment of a patient’s ability to communicate includes gathering information about the ‘contextual factors’ that influence communication itself. A context includes all the factors that influence the nature of communication and interpersonal relationships. This includes the patient’s internal factors and characteristics (psychophysiological) the nature of the relationship (relational) and the situation prompting communication (situational).†¦show more content†¦Many altered health states and human responses can limit communication. Often, it can be an easy fix such as checking for hearing aids and or eye glasses; however, quite often, unfortunately it’s not this easy. As a result, a comprehen sive review of the patient’s medical record helps provide relevant information about his/her ability to communicate. Throughout the health history and physical examinations, the health care team documents not only physical barriers to speech, but neurological deficits and pathophysiological conditions such as hearing and/or vision as well etc. For example, patients with aphasia after a stroke or late-stage Alzeimer’s disease often cannot understand or form words, nor can dementia patients often cannot make sense of what is being said. Other mental illnesses such as psychoses or depression can cause the patient to demonstrate ‘flight of idea’ where words do not keep up to rapidly changing thoughts, rambling of the same single word or phrase, loose association of ideas or even slowed speech pattern. Patients with severe anxiety sometimes are unable to perceive environmental stimulus or hear explanations and unresponsive or heavily sedated people cannot send or respond to vernal messages. Reviewing the patient’s medication record is also as important, as opiates, antidepressants, neuroleptics, hypnotics, or sedatives may cause a patient to slur words or use incomplete sentences. Finally, the nurse’s progress notesShow MoreRelatedClinical Nurse Leader Role in Psychiatric Department Essay1314 Words   |  6 PagesCNL Role in Psychiatric Department Never has it been more critical to provide high quality care in the hospital while being cost effective. The American Association of Colleges of Nursing (American Association of Colleges of Nursing [AACN], 2005) has created the Clinical Nurse Leader (CNL) role to introduce lateral integration of care for specified groups by creatively and intentionally using a variety of health care resources (AACN, 2005). 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