Critical analysis of Integrated Water Resources Management Essay

Critical analysis of Integrated Water Resources Management - Essay Example This inconsistency therefore renders the solutions to water problems dependent on its availability and several other factors including the processes of management, competence and capacities of authorities tasked with the management, prevailing socio-political factors that inform the planning, development and management processes. Other factors include the suitability and implementation status of the prevailing legal frameworks; accessibility of financial resources, regional climatic, social and environmental situations; the extent and availability of exploitable technologies; national, regional and international awareness and attitudes; the levels of education and developmental conditions; governance issues including political meddling, corruption and accountability; and the availability of quality, effective and relevant research aimed at solving the water problems1. The importance of water as a resource can be adequately explained by the widespread interest it is to the general soc iety, and several public institutions that are linked to development issues at the state and local levels, the academic field, private sector and non-governmental organizations (NGOs). It is this widespread interest in water that makes its management to command a greater level of social and political attention although the levels may vary from one country or region to another and over time. Globalization has brought about a higher level of interrelation and complexity in the world, a situation that has led to a pervasive interest in issues that ensure good quality of life to the people. Water, though not the only issue takes center stage and in the recent past, there has been a substantial amount of evidence that the water problems faced by a country cannot be singlehandedly solved by the water experts and water ministries. The interconnectivity and the new level of interlink between water problems and other issues related to development demands that water problems, and management a nd development should be multi-faceted with the participation of all stakeholders including users, planners and policy-makers at all levels (INBO and GWP, 2012).2 The prevailing and upcoming predictable trends show that water problems will continuously get more complex and the interlinking with other development sectors such as agriculture, energy, manufacturing, transport and communication and social aspects of life such as education, environmental issues, and health will keep on increasing3. An issue that is of vital importance and creates significant challenge to members of the water profession is the formulation of ways of successfully addressing the current and future water problems at all stages including local, national and international levels. It is with this in mind that during the early 1980s, a number of members of the water profession came to the realization that the overall world water situation was not at a desirable level. Therefore it is imperative that when formula ting a solution, it is appreciated that the water problems are becoming more multi-dimensional, multi-sectoral and multi regional and could therefore only be solved through a multi-criterion decision making

Precise Molded Products Case Study Example | Topics and Well Written Essays - 750 words

Precise Molded Products - Case Study Example Also, the company may spend some money on the trainings and additional working hours for the whole department but the results will benefit the company in the long run. It is better to invest on human capital today and have the long-term benefits than save money today and continuously incur losses because of the rejects in the future. The top management will hold a meeting and talk to the members of the quality department and ask them about their problems and concerns about their department, the products, and the company as a whole. After evaluating the problems encountered in the department, professional trainees will hold the training. The training will include team buildings to improve the employees' relationship with each other so that conflicts and communication barriers will be prevented. Second, TQM training will be done because it is now widely used to ensure quality in all aspects of the company. Total Quality Management is also capable of eliminating defects and errors in operations (Stark, 1998). Six Sigma will also be included in the training. This is now a popular trend in management where data-intensive methodology is used to eliminate defects in the company's production ("Six Sigma"). This will help Bob Thomas in lessening the production rejects of the company using systematical approaches. References Six Sig

Mukia Maderaspatana Antioxidant Properties

Mukia Maderaspatana Antioxidant Properties Plants have the ability to synthesize a wide variety of chemical compounds that are used to perform important biological functions and to defend against attack from predators. Mukia maderaspatana (L.)M. Romer, is an annual monoecious climber, belonging to Cucurbitaceae family. This plant specify many medicinal properties such as constipation, cough, vertigo, burning sensation, dyspepsia and dental pain.. In this study, ascorbic acid content from fresh leaves and fruits were carried out. Also, the phytochemical analysis such as Total flavonoid, total phenolics contents of the plant were characterized, and found that leaves of M.maderaspatana is rich in ascorbic acid, an antioxidant than that of fruits and also contains adequate amount of phenolics and flavonoid contents in leaves as compared to fruits. Keywords: Mukia maderaspatana, Phytochemical activity, Antioxidant activity. Introduction: Plants (fruits, vegetables, medicinal herbs, etc.) may contain a wide variety of free radical scavenging molecules, such as phenolic compounds (e.g. phenolic acids, flavonoids, lignans, tannins), nitrogen compounds, vitamins, terpenoids (including carotenoids), and some other endogenous metabolites, which are rich in antioxidant activity (; Zheng and Wang, 2001; Cai et al., 2003). Phytochemicals present in plants have been shown to have diverse biological activities like cardioprotective, cancer prevention and inhibiton of bone resorption. One of the most common activities of the phytochemicals is the antioxidant .(B.R.Srilatha and S.Ananda., 2012). The total antioxidant activity of plant foods is the result of individual activities of each of the antioxidant compounds present such as vitamin C, carotenoids, and phenolic compounds, the latter being the major phytochemicals responsible for antioxidant activity of plant materials (Javanmardi, Stushnoff, Locke, Vivanco, 2003;) Plants are the natural source for many biochemicals, fragrance, food coloures ,flavors and medicines with less side affects. Most valuable phytochemicals are the products of secondary metabolism .The use of plants as medicines predates written human history. All the plants produce chemical compounds as a part of their normal metabolic activity. The scientific interest in identifying novel natural antioxidants for use in foods has considerably increased in recent years, because the use of synthetic antioxidants as food additives is limited by specific regulations in various countries, established on the basis of their safety.(Spiridon Kintzios et al.2010). Many plants synthesize substances that are useful to the maintenance of health in humans and other animals. Compounds like flavonoids, phenolics are widely distributed in plants fulfilling many functions. They are most common group of polyphenolic compounds in human diet, and are known for their antioxidant activities. Pharmaceutica ls and food manufactures have become interested in these compounds for their medicinal properties especially their putatitive role in inhibiting cancer or cardiovascular diseases. Antioxidant plays an important role in the living system and it prevents the oxidative damage that may result in cancer, cardiovascular diseases and diabetes. (Sangilimuthu Alagar Yadav et al.,2012) Ascorbic acid , which is commonly known as vitamin C is common antioxidant . Ascorbic acid present in medicinal plants has attracted the attention of many researchers because of the wide range of their biological activities. (Mallika Jainu et al., 2008). Many studies have correlated high intakes of vitamin c, with low rates of cancer, particularly cancers of mouth, larynx and esophagus. Use of plants to treat diseases is almost universal among non industrialized societies, and are often more affordable than purchasing expensive modern pharmaceuticals. Many of the pharmaceuticals currently available to physician s have long history of use as herbal remedies including aspirin, digitalis, quinine and opium. Leaves and Fruits of Mukia maderasapatana Melothria madraspatana (Syn. Mukia maderaspatana L.) is an annual climber with hair shoots. It is an edible plant typically low in calories, low in fat, high in dietary fibre, high in iron and calcium and very high in phytochemicals such as Vitamin C, vitaminK, carotenoids, lutein, folate and polyphenolics compounds such as flavonoid etc. The whole plant is useful as it has valuable medicinal properties, cough, dental pain, burning sensation, and ayurvedic properties such as Rasa, Guna,Virya, vata, pita. In scientific literature M. maderaspatana has been shown to be anti-inflammatory, anti arthiritic Immunomodulatory, anti platelet ,hepato protective and antimicrobial. (B.R.Srilatha and S.Ananda., 2012). So the present study was carried out to evaluate the total phenolics, flavonoid and ascorbic acid contents in the leaves and the fruits of the plant. Materials and methods Plant material: M.maderaspatana were collected from vellore institute of technology (VIT) garden, vellore, Tamilnadu, State of India. Chemicals: Ascorbate, Trichloroacetic acid, DNPH (2,4 Dinitro phenylhydrazine) reagent, Thiourea solution, FC ( Folin ciocalteau)reagent, Catechol, Sodium carbonate, Ethanol, Quercetin, Aluminium Chloride, Potassium acetate. Estimation of Ascorbic acid The amount of ascorbic acid present in leaves and fruits of M.maderaspatana was estimated by method of (Roe and Keuther1943).Fresh leaves and fruits (1gm) were homogenized with 10ml of 4% TCA and centrifuged at 2000 rpm. The supernatant obtained was treated with pinch of activated charcoal for 10 min. Centrifugation was repeated and clear supernatant was obtained. Two different aliquots of supernatant (0.5 and 1.0ml) were taken as test sample . The volume was made upto 2.0ml with 4% TCA ,0.5ml of DNPH, 2drop of 10% thiourea solution was added and incubated for 3 hour at 37ËÅ ¡c . 2.5ml of 85% sulphuric acid was added and absorbance was read at 540 nm against blank . Ascorbate was used as standard. The ascorbic acid was expressed as mg equivalent per gram of extract. Preparation of ethanolic extract for phenolics: The leaves and the fruits of the plant were shade dried and powdered in the grinder. The powder leaves and fruits (25gm) was extracted with 85% ethanol (100ml) and kept overnight. The ethanol was evaporated next day using water bath and the residue was dried and used for further analysis. Estimation of phenolics: The total phenolic content present in leaves and fruits were assayed by (Mallick and Singh 1980). 10mg of plant extract was dissolved in 1ml of 80% ethanol. Further dilution were made up to 1mg /ml and different concentrations ( 10 µl,50 µl,100 µl and 250 µl) were taken and made up to 3ml with distilled water. 0.5ml of Folin ciocalteau reagent was added and incubated for 3min at RT. 2ml of sodium carbonate was added and kept in boiling water bath for 1min, cooled and absorbance was measured at 650 nm against blank .Catechol was used as standard. The total phenolic content was expressed as Catechol equivalent in mg per gram of extract. Estimation of flavonoids: The total flavonoids contents present in leaves and fruits were assayed by (Chang et al.,2002).10mg of plant extract was dissolved in 1ml of 80% ethanol, further dilution were made upto 1mg/ml and different concentrations ( 10  µl,50 µl,100 µl and 250 µl )were taken, 0.1ml of 10% aluminium chloride and 0.1ml of 1M potassium acetate and reaction mixture were made upto 3ml with distilled water. After 30min incubation at RT, the absorbance was measured at 415nm, against blank. Quercetin was used as standard. The flavonoid content was expressed as Quercetin equivalent in mg per gm of extract. Results: Standard graphs of Ascorbate, Catechol and Quercetin for Ascorbic acid, Phenolics and Flavonoid respectively are shown below, and The total content of these phytochemicals, present in M.maderaspatana were assayed using these standard graph The amount of Ascorbic acid, Total Phenolics and Flavonoids present in the leaves and fruits were investigated. The amount of Ascorbic acid is expressed as mg ascorbate /g. Graph1: (Standard curve equation Y= 0.007 x, r2 = 0.992), The total amount of phenolics is expressed as mg Catechol/g. Graph 2: ( Standard curve equation Y = 0.029 x, , r2 = 0.995) and The total amount of Flavonoid is expressed as mg Quercetin /g. Graph 3: (Standard curve equation Y = 0.012 x, r2 = 0.993) is tabulated below. Discussion: Medicinal plants are reported to be rich in antioxidants, namely polyphenols, flavonoids, vitamin A, C, E and several other constituents, which are necessary for maintaining good health and useful for therapeutic purposes against various diseases (Scalbert, Johnson, Saltmarsh, 2005) Medicinal plants are gaining a lot of importance as an alternate medicine against therapy and prevention from various diseases.(Raj Kumar Dutta et al.,2012). The result of present study in quantitative analysis of Ascorbic acid in leaves of Mukia maderaspatana were high (99.046  ± 1.413  µg/g) comparatively to that of fruits, (24.52  ± 1.43  µg/g) and various studies have revealed that ascorbic acid is an antioxidant vitamin that acts synergistically with tocopherol to preserve antioxidant function in chronic disease states (Bruno et al.,2006; Traber Stevens, 2011, Nuri Andarwulan et al .,2012). And Total Phenolics (31.08  ± 0.5291  µg/g) and Flavonoid (25.388 à ‚ ± 0.0174  µg/g) contents were also high in leaves to that of fruits (14.97  ± 1.127  µg/g ),( 6.47  ± 0.012  µg/g ) respectively .In the whole, leaves showed the higher amount of contents as compared to that of the fruits, and the antioxidant property of ascorbic acid were high when compared to phenolics an flavonoid contents in M.maderaspatana plant. Conclusions: The data presented in the study showed that Mukia maderaspatana is rich in antioxidant properties, especially Ascorbic acid, which is necessary for the treatment and prevention of scurvy and reduce neurological defects. The plant also contain adequate amount of flavonoid and phenolic content, which have anti-germ activities, anti tumor and anti inflammatory properties with reduced risk of heart disease  and many chronical diseases. Thus determining the antioxidant activities from M. maderaspatana could be valuable for pharmaceuticals and even for the food industries as they are abundantly found.

Immigration: Is America Really a Melting Pot? Essay -- mulitculturalis

Zangwill (1908) wrote, â€Å" God is making the American!...the real American had not yet arrived. He will be the fusion of all races, perhaps the coming superman†¦the glory of America, where all races and nations come to labor and look forward.† This is an exert from the play â€Å"The Melting Pot.† Israel Zangwill was Jewish born in England, January 21, 1864 in London, England. Besides the â€Å"The Melting Pot,† Zangwill used his pen to defend women’s suffrage, Jewish emancipation, assimilation and Zionism. Zionism is the Jewish liberation movement (Wikipedia, 2012). In 1909, â€Å"The Melting Pot† was opened in Washington D.C. It was a hit. President Theodore Roosevelt gave the play high reviews. The New York Metropolitan Playhouse ran the production in 2006. Zangwill married Edith Ayron, who was a feminist and an accomplished author in her own right. He passed away at age 62 in West Sussex, England (Rochelson, n.d.). Zangwill had an idea and vision of what cultural assimilation would become. This idealistic approach of Americas â€Å"melting pot† is a multifaceted theory on its own. There are many aspects to the American assimilation. This involves leaving part of ones cultural identification to join a larger American culture in search of work and a means to sustain. Many aspects of this vision have begun to unfold in our culture over the past century. Some of the cultural assimilation examples will be addresses as well as what the Bible might say regarding this vision. There are also some weaknesses or differences that can be found in the â€Å"modern melting pot† concept. â€Å"Today the trend is toward multiculturalism, not assimilation. The old "melting pot" metaphor is giving way to new metaphors such as "salad bowl" and "mosaic", mixtures of vari... ...metaphor: why coerc, HoHoNu, A Journal of Academic Writing, 4(1) Web. 22 Nov. 2015. http://hilo.hawaii.edu/academics/hohonu/writing.php?id=91 Parrillo, V., (2009) Strangers to these shores: race and ethnic relations in the United States, (9th ed.), Boston, MA, Allyn & Bacon Preston, J. (2011) 11.2 million immigrants in the U.S. in 2010, report says, no change from ’09, The New York Times, Web. 28 Nov. 2015. http://www.nytimes.com/2011/02/02/us/02immig.html Rochelson, M., (n.d.) Israel Zandwill, Jewish virtual library, Web. 30 Nov. 2015. http://www.jewishvirtuallibrary.org/jsource/biography/zangwill.html ThinkQuest (n.d.) The Chinese, Immigration, the Journey to America, Web. 18 Nov. 2015. http://library.thinkquest.org/20619/Chinese.html Wikipedia (2012) Israel Zangwill, Web. 19 Nov. 2015. http://en.wikipedia.org/wiki/Israel_Zangwill

Logistics Management

LOGISTICS MANAGEMENT Chapter-1 Concepts Objectives and Elements of Logistics 1. A. Introduction of Marketing Logistics B. Definition of Marketing Logistics C. Evolution of Marketing Logistics & Intl. Logistics D. Concept of Logistics E. Components of Logistics system F. Article Chapter-2 Logistics Sub-system A. Marketing Logistics B. Essence of logistics in marketing: C. Relevance of Logistics in Export Management D. Importance of Logistics as a strategic resource: E. Trade-Off Analysis F. Forms of logistics management G. Questions for Self-Analyzation Chapter-3 International Logistics A.Introduction B. Definition C. Supply Management D. Incoterms E. International Packaging Issues Chapter-4 Integrated Logistics A. Introduction B. Network Design C. Information Location Redesign D. Transportation E. Inventory Warehousing, Material Handling, and Packaging F. Integrated Logistics Inventory Flow G. Information Flow Hospital's Cure for Inefficiency H. Barriers to Internal Integration CHAPT ER-1 Concepts Objectives and Elements of Logistics 2. Definitions of Logistics Logistics is new unique, it never stops! Logistics is happening around the globe 24 hours days Seven days a week during fifty-two weeks a year.Few areas of business involve the complexity or span the geography typical of logistics. Logistics is concerned with getting products and services where they are needed whenever they are desired. Most consumers take a high level of logistical competency for granted. When they go to store, they expect products to be available and fresh. It is rather difficult to visualize any marketing or manufacturing without logistical support Modern logistics is also a paradox. Logistics has been performed since the beginning of civilization: it’s hardly new.However implementing best practice of logistics has become one of the most exciting and challenging operational areas of business and public sector management According to Council of logistics management: â€Å"Logist ics is the process of planning, implementing and controlling the efficient, effective flow and storage of goods, services and related information from point of origin to point of consumption for the purpose of conforming the customer requirement†. Logistical management includes the design and administration of systems to controls the flow of material, work- in – process, and finished inventory to support business unit strategy.Logistics is the designing and managing of a system in order to control the flow of material throughout a corporation. This is a very important part of an international company because of geographical barriers. Logistics of an international company includes movement of raw materials, coordinating flows into and out of different countries, choices of transportation, and cost of the transportation, packaging the product for shipment, storing the product, and managing the entire process. Analysis of the figure of evolution of logistics [pic] Fragment ation 1960This era was known as fragmentation because every thing that done was disintegrated Evolving Integration At this stage of time new concepts of Logistical management were evolving Total integration In the present scenario because of technological advances logistics has evolved as part of management Concept of Logistics The concept of logistics is fairly new in the business world. The theoretical development was not used until 1966. Since then, many business practices have evolved and logistics currently costs between 10 and 25 percent of the total cost of an international purchase.There are two main phases that are important in the movement of materials: material management and physical distribution; Materials management is the timely movement of raw materials, parts, and supplies. The physical distribution is the movement of the firm's finished products to the customers. Both phases involve every stage of the process including storage. The ultimate goal of logistics is: â €Å"To coordinate all efforts of the company to maintain a cost effective flow of goods. † Word, ’Logistics’ is derived from French word ‘loger’, which means art of war pertaining to movement and supply of armies.A military concept, fighting a war requires: i. Setting of an objective ii. Meticulous planning to achieve the objective iii. Troops properly deployed iv. Supply line consisting weaponry, food, medical assistance, etc. maintained v. Plan should be such that there is minimum loss to men & material Like fighting a war in the battlefield, the marketing managers also need a suitable logistics plan that is capable of satisfying the company objective of meeting profitably the demand of targeted customers. Inbound logistics + Material Management + Physical Distribution =LogisticsDiscussion of each and every term in this above summation i. Inbound logistics covers the movement of materials received from suppliers ii. Material management describes t he movements of material & components within a firm iii. Physical distribution refers to movement of goods outward from the end of the assembly line to the costumer. iv. Supply- chain management is somewhat larger than logistics and it links logistics more directly within the user’s total communication network & with the firm engineering staff. It includes manufacturer and suppliers but also transporters, warehouses, retailers and customers themselves.Importance of logistics i. Transportation cost rose rapidly due to the rise in fuel prices ii. Production efficiency was reaching a peak iii. Fundamental change in inventory philosophy iv. Product line proliferated v. Computer technology vi. Increased use or computers vii. Increased public concern of products Growth of several new, large retail chains or mass merchandise with large demands & very sophisticated logistics services, by pass traditional channel & distribution viii. Reduction in economic regulation ix. Growing power of retailers x. GlobalizationThe interrelation of different logistics element and their costs should be based on total cost rather than individual costs. The objectives of Logistics Operating Objectives In terms of logistical system design and administration, each firm must simultaneously achieve at least six different operational objectives. These operational objectives, which are the primary determinants of logistical performance, include rapid response, minimum variance, minimum inventory, movement consolidation, quality, and life-cycle support. Each objective is briefly discussed. Rapid ResponseRapid response is concerned with a firm's ability to satisfy customer service requirements in a timely manner. Information technology has increased the capability to postpone logistical operations to the latest possible time and then accomplish rapid delivery of required inventory. The result is elimination of excessive inventories traditionally stocked in anticipation of customer require ments. Rapid response capability shifts operational emphasis from an anticipatory posture based on forecasting and inventory stocking to responding to customer requirements on a shipment-to-shipment basis.Because inventory is typically not moved in a time-based system until customer requirements are known and performance is committed, little tolerance exists for operational deficiencies Minimum Variance Variance is any unexpected event that disrupts system performance. Variance may result from any aspect of logistical operations. Delays in expected time of customer order receipt, an unexpected disruption in manufacturing, goods arriving damaged at a customer's location, or delivery to an incorrect location-all result in a time disruption in operations that must be resolved.Potential reduction of variance' relates to both internal and external operations. Operating areas of a logistical system are subject to potential variance. The traditional solution to accommodating variance was t o establish safety stock inventory or use high-cost premium transportation. Such practices, given their expense and associated risk, have been replaced by using information technology to achieve positive logistics Control. To the extent that variances are minimized, logistical productivity improves as a result of economical operations.Thus, a basic objective of overall logistical performance is to minimize variance. Minimum Inventory The objective of minimum variance involves asses commitment and relative turn velocity. Total commitment is the financial value of inventory deployed throughout the logistical system. Turn velocity involves the rate of inventory usage over time. High turn rates, coupled with inventory availability, means that assets devoted to inventory are being effectively utilized. The objective is to reduce inventory deployment to the lowest level consistent with customer service goals to achieve the lowest overall total logistics cost.Concepts like zero inventories have become increasingly as managers seek to reduce inventory deployment. The reality of reengineering a system is that operational defects do not become apparent until inventories are reduced to their lowest possible level. While the goal of eliminating all inventories is attractive, it is important to remember that inventory can and does facilitate some important benefits in a logistical system. Inventories can provide improved return on investment when they result in economies of scale in manufacturing or procurement.The objective is to reduce and manage inventory to the lowest possible level while simultaneously achieving desired operating objectives. To achieve the objective of minimum inventory, the logistical system design must control commitment and turn velocity for the entire firm, not merely for each business location. Movement consolidation One of the most significant logistical costs is transportation. Transportation cost is directly related to the type of product, siz e of shipment, and distance. Many Logistical systems that feature premium service depend on high-speed, small-shipment transportation.Premium transportation is typically high-cost. To reduce transportation cost, it is desirable to achieve movement consolidation. As a general rule, the larger the overall shipment and the longer the distance it is transported, the lower the transportation cost per unit. This requires innovative programs to group small shipments for consolidated movement. Such programs must be facilitated by working arrangements that transcend the overall supply chain. Quality improvement A fifth logistical objective is to seek continuous quality improvement.Total quality management (TQM) has become a major commitment throughout all facets of industry. Overall commitment to TQM is one of the major forces contributing to the logistical renaissance. If a product becomes defective or if service promises are not kept, little, if any, value is added by the logistics. Logist ical costs, once expended, cannot be reversed. In fact, when quality fails, the logistical performance typically needs to be reversed and then repeated. Logistics itself must perform to demanding quality standards.The management challenge of achieving zero defect logistical performance is magnified by the fact that logistical operations typically must be performed across a vast geographical area at all times of the day and night. The quality challenge is magnified by the fact that most logistical work is performed out of a supervisor's vision. Reworking a customer's order as a result of incorrect shipment or in-transit damage is far more costly than performing it right the first time. Logistics is a prime part of developing and maintaining continuous TQM improvement. Life-Cycle supportThe final logistical design objective is life-cycle support. Few items are sold without some guarantee that the product will perform as advertised over a specified period. In some situations. The norma l value-added inventory flow toward customers must be reversed. Product recall is a critical competency resulting from increasingly rigid quality standards, product expiration dating and responsibility for hazardous consequences. Return logistics requirements also result from the increasing number of laws prohibiting disposal and encouraging recycling of beverage containers and packaging materials.The most significant aspect of reverse logistical operations is the need for maximum control when a potential health liability exists (i. e.. a contaminated product). In this sense, a recall program is similar to a strategy of maximum customer service that must be executed regardless of cost. Johnson & Johnson's classical response to the Tylenol crisis is an example of turning adversity into advantage. The operational requirements of reverse logistics range from lowest total cost, such as returning bottles for recycling, to maximum performance solutions for critical recalls.The important p oint is that sound logistical strategy cannot be formulated without careful review of reverse logistical requirements. Some products, such as copying equipment, derive their primary profit from selling supplies and providing aftermarket. Service. The importance of service support logistics varies directly with the product and buyer. For firms marketing consumer durables or industrial equipment, the commitment to life-cycle support constitutes a versatile and demanding operational requirement as well as one of the largest costs of logistical operations.The life-cycle support capabilities of a logistical system must be carefully designed. As noted earlier, reverse logistical competency, as a result of worldwide attention to environmental concerns, requires the capacity to recycle ingredients and packaging materials. Life-cycle support, in modern terms, means cradle-to-cradle logistical support. We will now cover the components of Logistics The components mainly comprises of the part m ostly of which we have already covered in our earlier semesters With the help of the figure given below can you tell me with how many terms are you aware with?Yes that very nice of all of you that you are aware of most of the terms But don’t panick!!! I would be covering each term in detail so that you can revise with me For the components see the figure given below Inputs into logistics i. Natural resources ii. Human Resources iii. Financial Resources iv. Information Resources Can anyone tell me what these resources regarding logistics management? Management actions i. Planning ii. Implantation iii. Control We have already discussed these terms in first and second semesters Logistics Management i. Raw Material ii. In-Process Inventory iii. Finished GoodsThese are the systems through which products goes from suppliers to customers. Logistics activities i. Customers Service ii. Demand forecasting iii. Distribution communication iv. Inventory Control v. Material Handling vi. Or der Processing vii. Part & Service Support viii. Plant and Warehouse side selection ix. Procurement x. Packaging xi. Return goods handling xii. Salvage & scrap disposal xiii. Traffic & transportation xiv. Warehousing & Storage Outputs of Logistics i. Marketing Orientation ii. Time & Place Utility iii. Efficient Movement to Customer iv. Proprietary asset Components of logistics management: pic] Questions for self-analysation A. What do you understand by term LOGISTICS? Explain it with the evolution concept. B. With the help of suitable figure discuss the components of logistical systems. C. Define the term LOGISTICS, with suitable example . And the importance of logistics in today’s business life. D. With the help of suitable example clearly explain the objectives of Logistics. Why tylenol remains number one Johnson & Johnson's McNeil Consumer Products Division was hit with a major crisis in September 1982. Their top-seHing product line, Tylenol, was linked to seven deaths in the Chicago area.At the time of the incident, Tyleool enjoyed 35 percent of the $1 billion analgesic market, but by the end of September, this market share had dropped 80 percent. Currently, Tylenol is again the top-selling brand with approximately 30 percent of the now $2,7 billion analgesic market. t How Was Johnson & Johnson (1) able to regain market share and a leading image after such a damaging tragedy? Its recovery was successful because of reverse logistics capability coupled with a marketing strategy that focused on protecting the consumer and going above and beyond what was necessary to instill] trust and an image of security.This recovery plan is a positive prototype for other corporations to follow, which, in effect, may increase the potential for voluntary product recants across a variety of industries. When the List news reports hit about cyanide-tainted Extra-Strength Tylenol capsules, J was unsure whether the tampering occurred in its manufacturing operations or at t he retail level. As such, its first efforts were directed at pinning down the problem. As soon as the lot numbers were identified from the first few deaths, J stopped production in the plant responsible.At the same time, it halted all Tylenol commercials nationwide and began recalls that eventually involved 31 million bottles of product, which had a retail value of $100 million. Another strategy that J took was to work openly and closely with the media. 1 has traditionally maintained a distance from the press, but in this case it felt that openness and honesty would help reduce consumer panic and provide a vehicle for disseminating critical information. A crisis team was put together that included J as well as McNeil executives and top managers.This team was quite sure that the tampering had occurred at the retail level since the incident was isolated to Chicago's West Side and other samples from the same lot were normal. Regardless, they began the recall with the remaining 93,000 b ottles from this lot. The expenses of this first phase of the recall included $1 million just for phone calls and telegrams to doctors, hospitals, and distributors. The sixth poisoning ensured that the tampering was at the retail level since the bottle came from a lot manufactured at its second plant. Since the cause was now isolated, J&1 could concentrate on containment.The first step was to advocate a total recall. While this step was in some ways unnecessary, J&J felt it was a key step to ensure consumer confidence. At first, the FBI and FDA advised against a total recall because of the potential psychological response of the person who tampered with the product and the response of consumers in general. However, after copycat strychnine poisoning in California, all parties agreed that complete removal was the best solution. This total recall entailed the following i. Advertisements stating that NcNeil would exchange tablets for capsules, ii.Thousands of letters to the trade to ex plain the incident and recall procedures, iii. Media statements, iv. A sales force of over 2,000 employees to contact doctors and pharmacists to regain trust and restore their recommendations that had traditionally served as the main promotional avenue for Tylenol products, v. An extensive reverse logistics system that included buying products back from retailers and consumers and shipping returns to disposal centers, and vi. Creating a tamperproof package. It is estimated that recall costs were at least $100 million, most of which involved the reverse logistics operations.By January 1983, the new tamperproof bottles of Tylenol were on the retail shelf. Consumer confidence was obviously regained as a result of the extensive voluntary recall] program, effective public relations, and sales programs and repack operations. This confidence was shown by the fact that at the end of the year, Tylenol had regained almost 30 percent of the market although market share has remained at about 30 percent, sales dollars have more than doubled. Since the total industry sales were about $1 billion in the early 1980s but are now $2. 7 billion CHAPTER-2 Logistics Subsystem Marketing LogisticsIn 1991 the Council of Logistics Management (CLM) a prestigious, professional organization, defined logistics as â€Å"the process of planning, implementing & controlling the efficient, effective flow the point of origin to the point of consumption for the purpose of conforming to customer requirements†. â€Å"Logistics means the art of managing the flow of raw materials and finished goods from the source to the user† To get goods from where they arise to the right place in the right form, at the right time, at the right cost, â€Å"Logistics or physical distribution or distribution logistics is an integral part of Marketing Process†.Essence of logistics in marketing i. Marketing Process is successfully completed when ii. Products are produced and priced to satisfy the i dentified needs of the segment of buyers Arrangements are made to supply these goods through selected distribution channels iii. An awareness is created among the buyers about the availability of the goods through information facilitation & iv. Goods are physically supplied to the buyers at the place & time selected by them. v. Besides satisfying the customers need, the marketing process must be profitable to the seller.So in the Marketing sense, utility is not merely the usefulness of a product to satisfy the customer needs but also moving the product from a manufacturing facility to the user. â€Å"Thus, Logistics is a link between the manufacturing & selling process that leads to the creation of place and time utility† While the production element in the marketing – mix (product, price, place & promotion) leads to creation of ‘form’ utility by taking decisions as product line variety, design, color brand, service, etc. he distribution element comprising distribution channel fixation & physical movement, creates ‘time’ & ‘place’ utility by ensuring that the produced goods reach the place & time chosen by the buyer. Logistics is the designing and managing of a system in order to control the flow of material throughout a corporation. This is a very important part of an international company because of geographical barriers. Relevance of Logistics in Export Management International trade is becoming a more important part of the GNP in the industrially advanced countries.Many firms in these countries have production centers world wide for markets all over the world. Lack of local resources, small size of home market and many other reasons has resulted in functional centers being maintained in various countries. Issues associated with international transportation of finished goods are essentially the same as those that apply to transportation in domestic trade. But, under international operations, goods can be out of exporter's control for longer period of time, more documentation is required, packaging may be more costly and shipping insurance is more costly.The transportation alternatives include ocean shipping and containerization as well as airfreight. The basic activities involved in the flow of goods, like transportation, warehousing and holding of inventories, should be integrated in a systems approach. The systems approach would recognize the trade-offs, such that sometimes more expensive airfreight may be opted for, instead of less expensive ocean shipping, because of savings in warehouse and inventory costs. In the field of exports, it should be noted that transport systems in developing countries are generally not as efficient as in the industrially advanced countries.Transportation is often considered to be the most important single determinant of plant location. Firms in international trade also try to reduce amount of unnecessary product packaging, since packing material can account for almost 40 per cent of the weight of the products shipped. A company can reduce inland transportation charges by locating its distribution facilities adjacent to container ports or airports. The burden of documentation can be eased through computerization. Export management involves marketing in overseas market.Hence the discussions on the interface of logistics with marketing holds good for the relevance of logistics in export management. Yet, in addition, export management has certain unique features, as discussed above, to be understood in the context of relevance of logistics to export management. Importance of Logistics as a strategic resource Logistical Management includes the design and administration of systems to control the flow of material, work-in-progress and finished inventory to support business unit strategy.Discussion of the concept of logistics, its place in the value-chain process leading to profitability, its contribution as one of the primary functio ns and its interface with other functions of the firm bring outs its importance as a strategic resource. However, to be of a real strategic influence, a good amount of competency has to be achieved and a well-defined logistical mission and objectives has to be committed to, by every one in the firm, especially the top management. Logistical competency Logistics involves detailed and complex work.Logistical management starts with how logistical competency fits into a firm's overall strategic. Positioning. It is fundamentally important to view logistics as to how it can be exploited as a core competency. For logistical competency to develop, it is important to develop an integrated framework that defines and relates key concepts. This integration should be in such a way that competitively superior logistical performance contributes to overall enterprise strategy. Logistical competency is a relative assessment of a firm's capability to provide competitively superior customer service at the lowest possible total cost.This typically means that logistical performance is dedicated to supporting any or all marketing and manufacturing requirements in a manner that exploits delivery capability. In short, the strategy is to provide superior service at a total cost below industry average. Alternative logistical capabilities, emphasizing flexibility, time-based performance, operational control, postponement capabilities, and most of all a commitment to perfect service performance typically characterize the service platform of superior logistic achievers.So we can say that all enterprises must perform logistics to achieve their basic business goals. One of several competencies required to create customer value is logistics. When logistics becomes a cornerstone of basic business strategy, it must be managed as a core competency. The Logistical Mission Logistics exists to satisfy customer requirements by facilitating relevant manufacturing and marketing operations. The challe nge is to balance service expectations and cost expenditures in a manner that achieves business objectives.Basic logistical service is measured in terms of Availability Availability means having inventory to consistently meet customer material or product requirements. Operational performance Operational performance deals with the elapsed time from order receipt to delivery. Operational performance involves delivery speed and consistency. A firm's operational performance can be viewed in terms of how flexible it is in accommodating unusual and unexpected customer requests. Service reliability Service reliability involves the quality attributes of logistics.For logistics performance to continuously meet customer expectations, it is essential that management be committed to continuous improvement. Do you know in 1956, in an effort to explain conditions under which high-cost air transport could be justified, Lewis, Colleton and Steele conceptualized the total cost of logistics. Total co st was positioned to include all expenditures necessary to perform logistical requirements. The authors illustrated an electronic parts distribution strategy Wherein the high variable cost of direct factory to customer air transport was more than offset by reductions in inventory and field warehouse costs.They concluded that the least total cost logistical way to provide desired customer service was to centralize inventory in one warehouse and make deliveries using air transportation. The concept of total cost, although basic, had not previously been applied to logistical analysis. Managers typically focused on minimizing functional cost, such as transportation, with the expectation that such effort would achieve the lowest combined cost. The total-cost concept opened the door to examining how functional costs interrelate. The appropriate level of logistics cost expenditure must be related to desired service performance.The simultaneous attainment of high availability, operational p erformance, and reliability is expensive. A significant managerial challenge stems from the fact that logistical cost and increased performance have a no proportional relationship. The typical logistical system in an enterprise seeks to develop and implement an overall logistical competency that satisfies key customer expectations at a realistic total-cost expenditure. Overall, logistical management is concerned with operations and coordination. Operations deal with strategic movement and storage. To complete the total operations mission.Attention must be directed to integrating physical distribution, manufacturing support, and procurement into a single logistical process. These three areas, functioning as an integrated and coordinated process, can best provide operational management of materials; semi finished components, and finished products moving between locations, supply sources, and customers of an enterprise. The mission of the logistical system is measured in terms of total cost and performance. Performance measurement is concerned with the availability of inventory, operational capability, and quality of effort.Logistical costs are directly related to desired level of performance. As a general rule, the greater the desired performance, the higher the total logistics cost. The key to effective logistical performance is to develop a balanced effort of service performance and total-cost expenditure. The strategic integration of logistics is fundamental to an enterprise's success. While a firm may not select to differentiate competitively on the basis of logistical competency, it must perform logistical responsibilities as part of the fundamental process of creating customer value.The relative importance that a firm places on logistical competency will determine the degree of emphasis on achieving internal and external integration. Flexibility is key to logistical competency. Logistical flexibility results from integration and from implementing time-base d control techniques. There are four logistics concepts: i. The systems concept ii. The total cost concept iii. The after-tax concept iv. The trade-off concept The systems concept is based on all functions of a organization working together in order to maximize benefits.This concept sometimes requires certain components of the organization to operate sub optimally in order to achieve maximum goals of the system. The total cost concept is based on the systems concept; however goal achievement is measured in terms of cost. A variation of the total cost concept is the after-tax concept. This goal of this concept is after-tax profit. This concept is becoming very popular because of the many different national tax policies. The trade-off concept links the system together in a way that is very efficient, but can have trade-offs that might be inefficient.The advantages of such high efficiency must be weighed against the risk involved. Logistics is a system having number of components, whic h can be combined in different proportions to achieve a set objective. Long-term objective is profitability; short-term objective is to survive competition by recovering marginal costs. Logistics sub-systems i. Physical Supply or Management of flow of raw materials, spare parts, consumable stores and machinery & tools from suppliers ii. Physical distribution or management of finished goods from the factory to the buyers & iii.Logistical Controls for managing the logistics system, it helps an efficient co-ordination of physical supply & distribution sub-systems. Objective of an ideal logistic system is to ensure flow of supply to the buyer i. In Correct Quantity ii. At Desired location iii. At Required time iv. At useable condition v. At the lowest total cost Thus the objectives encompass efforts to coordinate physical distribution and material management in order to save money or improve service. Elements of logistics system i. Transportation ii. Warehousing iii. Inventory Managemen t iv.Packing & Utilization & v. Information & Communication When economists originally discussed supply-and-demand relationships, facility location and transportation cost differentials were assumed either nonexistent or equal among competitors. Given a facility network and information capability, transportation is the operational area of logistics that geographically positions inventory. Because of its fundamental importance and visible cost, transportation has received considerable managerial attention over the years. Almost all enterprises, big and small, have managers responsible for transportation.Finding and managing the desired transportation mix is a primary responsibility of logistics. Network of three of the functional areas of logistics – information, transportation, and inventory can be engineered into a variety of different operational arrangements. Each arrangement will have the potential to achieve a level of customer service at an associated total cost; In ess ence, these three functions combine to create a system solution for integrated logistics. The final functions of logistics – warehousing, material handling, and packaging – also represent an integral part of an operating solution.However, these functions do not have the independent status of the three previously discussed. Warehousing, material handling and packaging are an integral part of other logistics areas. For example, merchandise typically needs to be warehoused at selected times during the logistics process. Transportation vehicles require material handling for efficient loading and unloading. Finally, the individual products are most efficiently handled when packaged together into shipping cartons or other types of containers. Logistics is viewed as the competency that links an enterprise with its customers and suppliers.Information from and about customer’s flows through the enterprise in the form of sales activity, forecasts, and orders. The whole pr ocess is viewed in terms of two interrelated efforts, inventory flow and information flow. Information flow is a key element of logistics operations. Paper-based information flow increases both operating cost and decreases customer satisfaction. Electronic information movement and management provide the opportunity to reduce logistics expense through increased coordination and to enhance service by offering better information to customers.Information flow was often overlooked because it was not viewed as being important to customers. The Council of Logistics Management recognized this change in 1988 when it incorporated â€Å"material, in-process, finished goods and information† into its definition of logistics Transportation is a key activity in the logistics value chain as it moves product through the various stages of production and ultimately to the consumer. The primary functions include product movement, product storage and integration of international production and di stribution operations.The major transportation principles involve economies of scale and economies of distance. While effective distribution systems should not be designed to hold inventory for an excessive length of time, there are occasions when inventory storage is justified. While the traditional warehousing role has been to maintain a supply of goods to protect against uncertainty, contemporary warehousing offers many other value-added services. These services can be described in terms of economic and service benefits. Economic benefits include consolidation, break bulk and cross-dock, processing/postponement, and stockpiling.Service benefits include spot stocking, assortment, mixing, product support, and market presence The handling of products is a key to warehouse productivity. Handling activities include receiving, in storage handling, and shipping. Packaging has a significant impact on the cost and productivity of the logistical system. An integrated logistics approach to packaging operations can yield dramatic savings. A marketing mix is a compilation of activities designed to attract customers while simultaneously achieving business objectives.The so-called four P's -products/service, promotion, price, and place – constitute a generic marketing mix. The key to formulating an effective mix strategy is to integrate resources committed to these activities into an effort that maximizes customer impact. Logistics ensures that customer requirements involved in timing and location of inventory and other related services are satisfactorily performed. Thus, the output of logistical performance is customer service. Logistical competence is a tangible way to attract customers who place a premium on time and place-related performance.Thus the discussion on the objectives, logistics interface with marketing and the system elements brings out the depth of the scope of logistics in the efficient functioning of any business entity. The key to excellent logi stics is to achieve integration of both internal and external operations. Such integration requires clear identification concerning the role that logistical competency is expected to play in overall enterprise strategy. Key Factors Involved in efficient and effective and effective logistics system are i. Shippers (users of logistics) i. Suppliers (of logistics services) iii. Carrier (rail, road, sea, water, pipeline) iv. Warehouse Providers v. Freight forwarders vi. Terminal operators (port, stevedores, etc vii. Government (regulator of logistics) Trade-Off Analysis Trade-off analysis is a family of methods by which respondents' utilities for various product features (usually including price) are measured. In some cases, the utilities are measured indirectly. In this case, respondents are asked to consider alternatives and state a likelihood of purchase or preference for each alternative.As the respondent continues to make choices, a pattern begins to emerge which, through complex m ultiple regression (and other) techniques, can be broken down and analyzed as to the individual features that contribute most to the purchase likelihood or preference. The importance or influence contributed by the component parts. i. e. , product features, are measured in relative units called â€Å"utils† or â€Å"utility weights. † In other cases, respondents are asked to tell the interviewer directly how important various product features are to them. For example, they might be asked to rate on a cale of 1 to 100 various product features, where 1 means not at all important to their purchase decision and 100 means extremely important to their purchase decision. Trade-off analyses produce several types of information. First, they tell us what features (and levels of features) are most valued by customers. Second, they allow us to model how likely people will be to purchase various configurations of products, the share of revenue these products will most likely receiv e and what role price plays in the assessment of acceptability. There are four main types of trade-off i.Conjoint ii. Discrete Choice iii. Self-explicated iv. Hybrid One additional model, the MACROModel ©2, will be discussed which does not fall into any of the above four categories. We will discuss each of these trade-off types after reviewing a few basic concepts. Experimental Design, A critical issue in most trade-off methods is the selection of product attributes to be combined together to create each product configuration to be tested. If every possible combination of attributes were included in the study, the study would be said to be using a complete or full factorial design.This is desirable but very seldom practical. For example, if we had 6 attributes with 3 levels each, the total number of possible combinations would be 36 or 729. This is much too large to ask one respondent to rate (and 6 attributes with 3 levels each is untypical modest). When a fractional factorial de sign is used, only a fraction of the total possible number of product combinations needs to be tested, For the above example, a fractional factorial design could be generated (usually with the help of a computer) that would require perhaps as few as 14 product configurations to be rated.It must be kept in mind, however, that whenever a fractional factorial design is used, some information will be lost. It is the job of the researcher creating the experimental design to ensure that the information being sacrificed (usually higher order interaction effects) does not compromise the project's ability to answer the research objectives. Bridging Occasionally, even with the most efficient fractional factorial design, we still end up with more products than can be practically accommodated.One possible solution to that problem is bridging3. Bridging allows the attributes to be divided into two or more sets (with some attributes common to all sets). Each set of attributes is treated like its own trade-off study. A fractional factorial design is created for each set of attributes. Respondents are asked to rate or rank two smaller sets of products rather than one large set. The utilities are calculated for each trade-off exercise independently and bridged together to create one final set of utilities.Cognitive and Non-cognitive Behavior Critical to the selection of an appropriate trade-off technique is the issue of which type of behavior, cognitive or non-cognitive, best represents the behavior being measured. Cognitive behavior is behavior that is based on rational, conscious decision-making. Such factors as price, functionality or durability are typically cognitive. Non-cognitive behavior is behavior that is based on less tangible or even less conscious factors such as status, aspiration, insecurity, perceived taste, etc.One might argue that the selection of a life insurance policy, a computer or a water heater are all cognitive decisions and that the selection of a bee r, a skin cream or a pair of pants are all non-cognitive. One might also argue that all decisions made by humans are non-cognitive. However, trade-off techniques that employ direct questions (self-explicated and hybrid) all assume that the behavior being modeled is cognitive, because at least some of the product features are being rated in a way that requires both awareness and honesty from the respondent.That is, the respondent must be aware of the degree to which a product feature affects his or her purchase decision and also be willing to admit to that degree of affect. Additionally, any data collection methods that rely on verbal or written descriptions of product features all assume that the behavior being modeled is cognitive, because the process of understanding a verbal or written description is itself a cognitive behavior. Non-cognitive trade-off models should be based on an indirect trade-off technique (conjoint or discrete choice) and data collection that relies on experi ence rather than language to communicate the product choices.For example, if you are modeling the pant selection process, show respondents a variety of pants that they can see and touch. A consumer may respond to the phrase â€Å"light blue pants† very differently than he or she would to a particular pair of light blue pants. The Four Main Types of Trade-Off Conjoint Conjoint analysis is the original trade-off approach and uses linear models. There is metric conjoint, where respondents monadic ally rate various product configurations, and non-metric conjoint, where respondents rank a set of product configurations.There are also full-profile conjoint, partial-profile conjoint and pair wise conjoint. Full-profile conjoint uses all product features in every product configuration. Partial profile conjoint uses a smaller subset of available product features in the product configurations. Pair wise conjoint requires the respondent to rate their preference for one product over anoth er in a paired comparison. We will only discuss conjoint methods in general in this paper. Conjoint models are simply regression models which are constructed for each individual respondent.Typically, each respondent rates or ranks 20 to 30 product configurations. Each product configuration contains different levels of the product attributes being tested. If the product levels are varied appropriately (the role of experimental design), a regression model can be estimated for each individual, using the product ratings as cases. The coefficients from the model are the utilities or utils. A conjoint approach should be used if a limited number of attributes needs to be tested and utilities need to be estimated for individual respondents, e. g. conjoint-based segmentation. Discrete Choice Discrete choice differs from conjoint in that respondents are shown a set of products from which they pick the one they most want to buy or none if they are not interested in any of the choices shown (ra ther than rate or rank choices). Respondents are shown several sets of choices sequentially. For each choice set, they are asked to pick one or none. This is in contrast to most forms of conjoint where respondents are not allowed to choose none of the product options (MACRO incorporates no-buy choices into its conjoint models).The discrete choice procedure has the advantage of being more like the actual purchase decision process than does any of the data collection methods used in most Conjoint studies. . Also, in conjoint methods, the mathematical models constructed to simulate market behavior are based on linear regression models. In discrete choice, the basis is the multinomial logit model4, which is non-linear. Another analytical difference is that, in conjoint procedures, the utility weights are estimated for each respondent individually. These weights can often provide the basis for a very powerful customer segmentation.Most commercially available forms of discrete choice do n ot allow this option, although this may be rapidly changing. Further, because discrete choice models are generally estimated at the aggregate level, there exists the possibility that respondents will have strong but opposite preferences to one another. These preferences will effectively cancel each other out when the model is constructed at the aggregate level, yielding the incorrect conclusion that respondents had no strong preference. This is sometimes referred to as the heterogeneity problem.There are two basic forms of discrete choice: classic and exploding data5. Classic discrete choice involves showing a respondent a series of sets of products (as described above). In exploding data discrete choice, respondents are asked to rank order a set of products based on purchase interest (similar to non-metric conjoint). This rank-ordered data set can be transformed into a format suitable for logic model estimation. Exploding data discrete choice has the advantage of more efficient dat a collection over classic discrete choice. The exploding data approach creates many times ore data points (or cases) than the classic approach with the same interview length. Discrete choice should be used if the primary objective of the study is to estimate market share or price sensitivity, a limited number of attributes need to be tested and the sample population is known to be homogeneous with respect to all product attributes. Self-Explicated Conjoint and discrete choice both determines respondent’s utilities indirectly. Self-explicated determines respondents' utilities directly. With self-explicated scales, respondents are asked directly how important all levels of all attributes are to their purchase interest.Despite its conceptual simplicity, self-explicated models have been shown to be comparable to conjoint models. Self-explicated conjoint analysis requires respondents to reveal their utilities directly. Accordingly, standard questionnaire methods can be used to col lect the information. The technique involves the following steps: i. Respondent are informed about all the attributes and their levels, and the respondents are then asked to identify attribute levels that are totally unacceptable to them ii.From among the acceptable levels of the attributes, respondents are asked to indicate which are the most preferred and least preferred levels of each attribute iii. Using the respondents' most important attribute as an anchor, elicit importance ratings for the other attributes (on a 0 – 100 scale) iv. For each attribute, rate the desirability of the different acceptable levels with the attribute v. Utilities for acceptable attribute levels are obtained by multiplying the importance rating and the desirability ratings.The utilities are then entered into a choice simulator program, and choice information similar to other conjoint programs can be obtained. Self-explicated approaches are useful when there are a large number of attributes and t he decision process being modeled is cognitive. Hybrid Hybrid models are models that use a combination of the above techniques. The most famous hybrid model is ACA, Adaptive Conjoint Analysis. Adaptive Conjoint Analysis, in this procedure, a computer program prompts the interviewer with questions. The procedure is as follows:Respondents are first walked through a battery of feature-importance ratings and rankings; second, through a series of pair wise trade-offs of different product configurations. The product configurations shown to any one respondent may not include all of the attributes being tested. The configurations to be paired are based on the answers to the importance questions and rankings asked in the beginning of the interview. Items that are considered of little importance show up in the comparisons less often. Items that are considered of greater importance show up in the comparisons more often.For each pair of products being tested, the respondent is to indicate which product they prefer and the degree to which they prefer it. The software continues prompting with pair wise comparisons of product configurations until enough data has been collected to estimate conjoint utilities for each level of each feature. Since the procedure is adaptive, only a fraction of the total number of possible product combinations is tested. ACA is an approach that is appropriate for building preference models of cognitive behavior with large numbers of attributes.It may not be as useful when price sensitivity, non-cognitive purchase decisions or interaction terms are to be modeled. Cake Method and Logit-Cake Method Other hybrid models include the Cake Method ©8 and the Logit-Cake Method ©9. Both of these models have been developed by MACRO Consulting and were designed to overcome weaknesses in other models. Cake Method The Cake Method © is a unique, proprietary approach to conjoint analysis which offers several advantages over other conjoint methods: A large n umber of product features (50 or more) can be included in the model First rder interactions can be estimated at both the disaggregate and aggregate levels There is complete control over the experimental design, in a full-profile format Since product combinations are specified, via traditional experimental design, before the interview takes place, physical exhibits can be easily incorporated into the interview The approach involves a specific data collection procedure as well as a unique analytic protocol. The basic outline of the approach is to: i.Collect self-explicated scales on most of the product attributes tested ii. Conduct a full-profile conjoint exercise with a limited number of product attributes, some of which are common to the self-explication exercise iii. Estimate conjoint utilities for each respondent iv. Bridge self-explicated scales to utility weights The Cake Method should be used when there are a large number of attributes, utilities need to be estimated for indivi duals, interaction terms need to be measured and the purchase decision is at least partially cognitive.Logit-Cake Method The Logit-Cake Method is a unique, proprietary approach to choice-based trade-off analysis which offers several advantages over other conjoint methods: i. A large number of product features (50 or more) can be included in the model ii. The heterogeneity problem long associated with aggregate logit models is avoided iii. The traditional advantages of logit models over conjoint models are maintained iv. First order interactions can be estimated v.There is complete control over the experimental design, in a full-profile format Since product combinations are specified, via traditional experimental design, before the interview takes place, physical exhibits can be easily incorporated into the interview, The approach involves a specific data collection procedure as well as a unique analytic protocol. The basic outline of the approach is to: i. Collect self-explicated sc ales on all product attributes tested ii. Conduct a full-profile choice-based exercise with a subset of product attributes iii. Segment the sample based on self-explicated scales iv.Estimate logit models for each respondent cluster v. Bridge self-explicated scales to logit-based utility weights The Logit-Cake Method © should be used when there are a large number of attributes, market share and price need to be estimated, interaction terms need to be measured and the purchase decision is at least partially cognitive. MACRO Model One other model will be discussed in this paper. It does not fall into any of the four main types of trade-off models. In fact, it is not strictly speaking a trade-off model because it does not estimate utilities for any product attributes.The MACRO Model was developed by MACRO Consulting to address a specific research methods need that frequently occurs in new product development and packaging. The MACRO Model is a unique approach to new product screening which offers several advantages over other methods: i. A large number of concepts or packages (50 or more) can be screened at one time ii. Price sensitivity can be calculated for every new product concept screened iii. Price/volume can be individually optimized for every product concept tested iv.New product concepts can be screened and/or completely rank ordered on consumer appeal, market share, unit volume, gross dollar volume or gross profits. The approach involves a specific data collection procedure as well as a unique analytic protocol. The basic outline of the approach is to Sort a stack of new product concepts cards (all new product concepts, each at three price points) into two piles: would definitely buy and would not buy. Note: Stack would contain several existing products as reference have them rank order the would buy pile on a continuum from most want to buy to least want to buy.If the number of items to be sorted is too large for one sorting exercise, the task can be broken down into several smaller exercises, with two or three items common across sorting tasks. After the data are collected for all respondents for the various sorting exercises, a bridging technique can be used to incorporate the data from the separate exercises into one rank ordering of all of the items used in the study. Once the data are combined into one rank order data set for each respondent, the MACRO Model © (a first choice share of preference model) can be constructed.The MACRO Model © should be used when the product is too complex to decompose into attributes, e. g. , packaging graphics, when a large number of highly different products are to be included, e. g. , new product screening, when price sensitivity needs to be measured and when products will be screened based on their revenue potential. Conclusion There are a variety of approaches to trade-off analysis, each with its advantages and disadvantages. Which trade off procedure is best is dependent on the issues and constraints of each marketing problem.The marketing problem should be discussed with a researcher who is knowledgeable in all appropriate methodologies before a research approach is selected. Thus trade-off are necessary. The aspects of trade-off analysis are i. Within One logistics Elements, Trade-off that occurs within a single element ii. Between logistics Element, Trade-off that are possible by considering the impact of one on the other iii. Interface between companies functions, these trade-off are brought about through impact on production. iv. Between the Company & other organizations, These trade-off benefit all concerned organizations.Forms of logistics management. Centralized logistics management Centralized logistics management provides that managers that also head other divisions of the company head the logistics operations. This type of management helps avoid internal problems by having a central manager that ultimately decides how logistics and operations are coor dinated. Decentralized logistics management Decentralized logistics management is based on the fact that a company needs to have a division that helps control the local-adaptation needs. Dealing with different cultures requires input from the local branch.The managers that deal with the cultural differences on a daily basis normally know what works and what don’t. Outsourcing Outsourcing is the final option for logistics management. When this happens, transportation firms concentrate on logistics, and the company can concentrate on it's production. There are many cost savings using this type of program, however that lack of control can negatively effect many companies. International logistics requires many different options and requirements to be met in order for a company to operate internationally.It's like a big puzzle that must be put together, in order for all the goals to be met. As described above, there are many options to consider, and sometimes what appears to be an option really isn't. It is not difficult to hit a road block, and you must start over with a new plan. Once the logistics plan is in place, you must constantly look for improvements in order to maximize profits and goals. Source for trade off analysis An edited version of this article was published in the February, 1998 issue of Quirk’s Marketing Research Review. i. P.Richard McCullough, MACROModel ©-A Price Sensitivity and Volumetric Approach to New Product Concept Screening, Mountain View, CA, 1995. A MACRO white paper ii. Pierre Francois, Douglas L. MacLachlan and Anja Jacobs, Bridging Designs for Conjoint Analysis: The Issue of Attribute Importance, Leuven, Belgium, 1991-2. An unpublished paper iii. R. Duncan Luce, Individual Choice Behavior: A Theoretical Analysis, New York: John Wiley, 1959 Richard R. Batsell and Abba M. Krieger, Least-Squares Parameter Estimation For Luce-Based Choice Models, June, 1979. iv. Randall G.Chapman and Richard Staelin, Exploiting Rank Ord ered Choice Set Data Within the Stochastic Utility Model, Journal of Marketing Research, August, 1982. v. V. Srinivasan, A Conjunctive-Compensatory Approach To The Self-Explication of Multiattributed Preferences, Decision Sciences, 1988, vol. 19. vi. ACA is a product of Sawtooth Software, Inc. , Sequim, WA. Sawtooth Software offers a broad range of trade-off software products. vii. P. Richard McCullough, The Cake Method ©-A Proprietary Hybrid Conjoint Approach to Trade-off, Mountain View, CA, 1997. A MACRO white paper. viii. P.Richard McCullough, The Logit-Cake Method ©-A Proprietary Hybrid Choice-Based Approach to Trade-off, Mountain View, CA, 1997. A MACRO white paper. Questions for self-analyzation: Q1 What is the relation between Marketing and Logistics? Quote a Suitable example to prove the relationship. Q2 What are the subsystems of Logistics Management? Expain the importance of about each system with respect to the importance in business? Q3 What do you understand by Trad e-Off Analysis. Explain the various techniques used to do the same. Also explain the importance of trade-off analysis. CHAPTER-3International Logistics Introduction For the international firm, customer locations and sourcing opportunities are widely dispersed. The firm can attain a strategically advantageous position only if it is able to successfully manage complex networks, consisting of its vendors, suppliers, other third parties, and its customers. Logistics costs comprise between 10% and 30% of the total landed costs of an international order. Thus, international logistics is a competitive tool. Effective international logistics and supply-chain management can produce higher earnings and greater corporate efficiency.Definition

Risks of Youth Using Social Media ( Privacy Issues)

Clinical Report: The Impact of Social Media on Children, Adolescents, and Families Gwenn Schurgin O'Keeffe, Kathleen Clarke Pediatrics Volume 127, Number 4, April 2011 pp. 800-804 RISKS OF YOUTH USING SOCIAL MEDIA Engaging in various forms of social media is a routine activity that research has shown to benefit children and adolescents by enhancing communication, social connection, and even technical skills. Social media sites such as Facebook and MySpace offer multiple daily opportunities for connecting with friends, classmates, and people with shared interests.During the last 5 years, the number of preadolescents and adolescents using such sites has increased dramatically. Since a large part of this generation’s social and emotional development is occurring while on the Internet and on cell phones, children and adolescents are at some risk as they navigate and experiment with social media, because of their limited capacity for self-regulation and susceptibility to peer press ure. Recent research indicates that there are frequent online expressions of offline behaviors, such as bullying, and sexual experimentation, that have introduced problems such as cyber-bullying, privacy issues, and sexting.Cyber-bullying Cyber-bullying is deliberately using digital media to communicate false, embarrassing, or hostile information about another person. It is the most common online risk for all teens and is a peer-to-peer risk. Although â€Å"online harassment† is often used interchangeably with the term â€Å"cyber-bullying,† it is actually a different entity. Current data suggest that online harassment is not as common as offline harassment (Lenhart, 2007), and participation in social networking sites does not put most children at risk of online harassment (Ybarra & Mitchell, 2008).On the other hand, cyber-bullying is quite common, can occur to any young person online, and can cause profound psychosocial outcomes including depression, anxiety, severe i solation, and, tragically, suicide (Hinduja & Patchin, 2010). Sexting Sexting can be defined as â€Å"sending, receiving, or forwarding sexually explicit messages, photographs, or images via cell phone, computer, or other digital devices†(Berkshire District Attorney, 2010). Many of these images become distributed rapidly via cell phones or the Internet.This phenomenon does occur among the teen population; a recent survey revealed that 20% of teens have sent or posted nude or seminude photographs or videos of themselves (National Campaign to Prevent Teen and Unplanned Pregnancy, 2010). Some teens who have engaged in sexting have been threatened or charged with felony child pornography charges, although some states have started characterizing such behaviors as juvenile-law misdemeanors (Gifford, 2010; Walker, 2010).Additional consequences include school suspension for perpetrators and emotional distress with accompanying mental health conditions for victims. In many circumstanc es, however, the sexting incident is not shared beyond a small peer group or a couple and is not found to be distressing at all (Lenhart, 2009). Facebook Depression Researchers have proposed a new phenomenon called â€Å"Facebook depression,† defined as depression that develops when preteens and teens spend a great deal of time on social media sites, such as Facebook, and then begin to exhibit classic symptoms of depression (Davilla et al. 2009; Sturm, 2010). Acceptance by and contact with peers is an important element of adolescent life. The intensity of the online world is thought to be a factor that may trigger depression in some adolescents. As with offline depression, preadolescents and adolescents who suffer from Facebook depression are at risk for social isolation and sometimes turn to risky Internet sites and blogs for â€Å"help† that may promote substance abuse, unsafe sexual practices, or aggressive or self-destructive behaviors.

Compound Sentence Worksheet for ESL Students

Compound Sentence Worksheet for ESL Students There are three types of sentences in English: simple, compound and complex. This worksheet focuses on writing compound sentences and is ideal for lower-intermediate classes. Teachers can feel free to print out this page to use in class. Compound Sentences- What are They? Compound sentences are made up of two simple sentences connected by a coordinating conjunction. A great way to remember  conjunctions is FANBOYS: F - For: reasonsA - And: addition/next actionN - Nor: not one or the otherB - But: contrasting and unexpected resultsO - Or: choices and conditionsY - Yet: contrasting and unexpected resultsS - So: actions taken   Here are some example compound sentences: Tom arrived home. Then, he ate dinner. - Tom arrived home and ate dinner. We studied many hours for the test. We didnt pass the test. - We studied many hours for the test, but we didnt pass it. Peter doesnt need to buy a new car. He also doesnt need to go on vacation. - Peter doesnt need to buy a new car, nor does he need to go on vacation. Conjunction Use in Compound Sentences Conjunctions are used for different purposes in sentences. A comma is always placed before the conjunction. Here are the main uses of the FANBOYS: Addition/Next Action and And is used as a coordinating conjunction to show that something is in addition to something else. Another use of and is to show that one action follows another.   Addition: Tom enjoys playing tennis, and he likes cooking.Next Action: We drove home, and we went to bed. Opposition- Contrasting or Showing  Unexpected Results but/yet Both but and yet are used to contrast pros and cons or show unexpected results.   Pros and cons of a situation:  We wanted to visit our friends, but we didnt have enough money to get a flight.Unexpected results: Janet did very well on her job interview, yet she didnt get the position. Effect/Cause- So/For Confusing these two coordinating conjunctions is easy. So expresses a result based on a reason. For provides the reason. Consider the following sentences:   I need some money. I went to the bank. The result of needing money is that I went to the bank. In this case, use so. I needed some money, so I went to the bank. The reason I went to the bank is because I needed money. In this case, use for. I went to the bank, for I needed some money. Effect - Mary needed some new clothing, so she went shopping.Cause - They stayed home for the holiday, for they had to work. Choice Between Two or We thought we might go to see a film, or we might have dinner out.Angela said she might buy him a watch, or she might give him a gift certificate. Conditions or You should study a lot for the test, or you wont pass. If you dont study a lot for the test, you wont pass.   Not One nor the Other nor We wont be able to visit our friends, nor will they be able to visit us this summer.Sharon isnt going to the conference, nor is she going to present there. NOTE: Notice how when using nor the sentence structure is inverted. In other words, after nor, place the helping verb before the subject. Compound Sentence Worksheet Use FANBOYS (for, and, nor, but, or, yet, so) to write one compound sentence using the two simple sentences. Peter drove to visit his friend. They went out for dinner. - Show  a sequence of eventsMary thinks she should go to school. She wants to get qualifications for a new profession. -  Provide a reasonAlan invested a lot of money in the business. The business went bankrupt. -  Show an unexpected resultDoug didnt understand the homework assignment. He asked the teacher for help. -  Show an action taken based on a reasonThe students didnt prepare for the test. They didnt realize how important the test was. -  Give a reasonSusan thinks she should stay home and relax. She also thinks she should go on vacation. -  Show additional informationThe doctors looked at the x-rays. They decided to operate on the patient. -  Show an action taken based on a reasonWe went out on the town. We came home late. -  Show a sequence of eventsJack flew to London to visit his Uncle. He also wanted to visit the National Museum. -  Show additionIt is sunny. It is very cold. -  Show a contrastHe nry studied very hard for the test. He passed with high marks. -  Provide a reason I would like to play tennis today. If I dont play tennis, I would like to play golf. -  Give a choiceWe needed some food for the week. We went to the supermarket. -  Show an action taken based on a reasonTom asked his teacher for help. He also asked his parents for help. -  Show additionJanet doesnt like sushi. She doesnt like any kind of fish. -  Show that Susan doesnt like either sushi or fishPeter drove to visit his friend, and they went out for dinner.Mary thinks she should go to school, for she wants to get qualifications for a new profession.Alan invested a lot of money in the business, but the business went bankrupt.Doug didnt understand the homework assignment, so he asked the teacher for help.The students didnt prepare for the test, nor did they realize how important the test was.Susan thinks she should stay home and relax, or she should go on vacation.The doctors looked at the x-rays, so they decided to operate on the patient.We went out on the town, and we came hom e late.Jack flew to London to visit his Uncle, and to visit the National Museum. It is sunny, but it is very cold.Henry studied very hard for the test, so passed with high marks.I would like to play tennis today, or I would like to play golf.We needed some food for the week, so We went to the supermarket.Tom asked his teacher for help, and he asked his parents.Janet doesnt like sushi, nor does she like any kind of fish. Other variations are possible than those provided in the answers.  Ask your teacher  for other ways to connect these to write compound sentences.

Weeping Willow essays

Weeping Willow essays Weeping Willow was painted from 1918 1919 by the French artist, Claude Monet. The painting is oil on canvas with a restricted palette. This painting is one of ten weeping willow paintings that he painted in his late seventies (Kimball). This piece of artwork was acquired by the Kimball Art Museum in Fort Worth, Texas in 1996 and is part of the museums permanent collection. Monet uses a restricted palette with this piece of artwork. He uses oranges, reds, and yellows instead of his usual pastel palette. Weeping Willow was painted during the time of World War I, and it reflects his sorrow and determination to be strong during this period of anxiety while the nation was struggling to be victorious. It is very interesting to notice that on the left side of the painting the colors are more of a cool tone with darker colors and on the right side the colors are warm with lighter colors. The brush strokes are very bold and thickly applied which give it a sense of depth. It seemed as if to me, that the tree could just surround me and filter out all sunlight and isolate me from the world. It almost makes you feel like you are smothering under all of the branches and leaves. After looking at it for a short period of time I felt a sense of depression and gloom reflecting from the artwork. It was very interesting for me to find out from some other observers talking about the landscape, at the Kimball, that Monet had painted this piece after having cataract surgery on his eyes and that his color perception was temporarily affected (Kimball). I was moved by this piece of artwork and would really like to view other paintings of his around this same time period. It obviously was a very depressing time in his life, during World War I, and his brush strokes reflect it very well. They have a downward motion that also symbolizes depression or feeling down. Weeping willow ...

Are you guilty of sending those dreaded generic LinkedIn invitations Dont do it!

Are you guilty of sending those dreaded generic LinkedIn invitations Dont do it! At a recent social event, I met a masters degree student who wanted to connect with me on LinkedIn. I found her profile on my handy mobile app and handed her my phone so she could confirm I had the correct person. Before I knew what was happening, she had pushed the â€Å"Connect† button. I had unwittingly sent out (gasp!) a cookie cutter invitation on LinkedIn. I’ll tell you a secret: I once did this myself. That big blue Connect button is just too tempting!! The generic LinkedIn invitation is a pet peeve of most LinkedIn experts and business people on LinkedIn, prompting such snarkily written articles as Why I Didn’t Accept Your LinkedIn Request. While I realize that following instructions will not in a million years prevent you from ever sending out a generic LinkedIn message again, I hope they will at least decrease the occurrence of this social gaffe. Initiating a Connection the Right Way Prior to LinkedIns recent interface update, it was easy to mistakenly send a generic â€Å"I’d like to join your LinkedIn network† message from your desktop app. With the new LinkedIn, you get a nudge not to go down this road. After clicking on the Connect button you’ll have a choice of whether to Add a note or Send now. Click Add a note and you’ll have this nice blank box to fill in: Write your note (300 characters) and send! If you don’t choose to add a note and accidentally hit â€Å"Send now,† your connection will get an email that looks something that looks like this: What would someones incentive be for accepting such a generic invitation? Most people won’t. How to Send a Mobile Invitation the Right Way! When I deliver LinkedIn workshops, I always make a point of teaching people how to send a customized, personal invitation from their phones, so as not to send the dreaded â€Å"I’d like to join your LinkedIn network† canned message. I give careful instructions and invite people to practice by connecting with me. Nine times out of 10, someone in the audience pipes up, â€Å"Oops! I just sent you a generic invitation by mistake!† Despite the potential futility of doing so, I will now explain how to personalize your invitations on your mobile device. To send a customized invitation via iPhone or Android, go to your contacts profile and click the 3-dot †¦ button in the upper right (tie your hands behind your back and do NOT click CONNECT!! LinkedIn will not warn you on your phone that you’re about to send a generic invitation): From the dropdown menu, click Personalize Invite (note this menu might vary depending on what operating system you’re using): And write your message. On some Android devices, after going to a member’s profile, you may need to tap either the Menu or the More button, then Customize Invite, write your message and Send. What Should I Say? If you want to make a connection and youre stuck on what to say, you can say something about someone you know in common, or about a place you used to work together or where they work now. Perhaps mention a conversation they started or participated in a LinkedIn group. Or maybe you have a potential work project for them. Be friendly and let them know you are human! Fixing Mistakes If you accidentally connect with someone without including a message, you can always cancel the invitation or, if you miss the window for cancellation, you may be able to send another message with a customized note later. Note that this second solution will only work for people who accept non-InMail messages, or if you are able to send InMail! To rescind your invitation before it’s accepted, click on the My Network tab: Next, click â€Å"Manage all† in the upper right-hand corner: On the resulting page, click on Sent and you’ll get a list of pending invitations. You can click on Withdraw to cancel that message you sent accidentally. Practice! Now that you know the basics about LinkedIn invitations, heres a chance to practice Click here to connect with me on LinkedIn! If we’re already connected, find someone else you want to add to your network and send them a nice message. You’ll both be glad you did. Save Save Save Save Save Save Save Save Save Save Save Save Save Save

The Use of Conflict Management Styles Across Different Cultures Term Paper

The Use of Conflict Management Styles Across Different Cultures - Term Paper Example The paper has highlighted that individualistic cultures that have low power distance, high sense of individualism and achievement will encourage competing while collectivism cultures prefer to avoid conflicts in order to maintain relationships. Korea and Malaysian cultures will accommodate conflicts while Brazilian and Argentine cultures will compromise conflicts due to equal power distance. Multicultural societies like Britain can consider different views and collaborate in order to manage the conflict. Conflict is a contest or struggle between people with opposing views, ideas, values and goals and usually leads to adverse outcomes (Ting-Toomey, 2012). Conflict management refers to the process of limiting the negative aspects of conflicts through enhancing the positive aspects of conflict. Conflict management recognizes that conflicts are inevitable and cannot be resolved and thus should be managed to minimize the adverse effects of conflict escalation. The conflict management styles differ across cultures since the norms, belief systems and values influence the appropriateness of the style in conflict management. Avuruch (1998) outlines the five major conflict management styles that include competing, compromising, accommodating, avoiding and collaborating. Various research studies have identified cultural differences in conflict management styles since high context cultures are less assertive and confrontational while Western cultures that are low context are mainly confrontatio nal (Yu & Chen, 2008, p 153). Some studies concluded that Chinese executives display avoiding and compromising behaviors while dealing with conflicts unlike British executives who prefer competing and collaborating styles in managing conflicts in their organizations. Asian cultures such as Japan, India and China prefer non-confrontational strategies in dealing with conflicts due to the collectivism, close

Dissertation ;HOW EFFECTIVE ARE CELEBRITY ENDORSEMENTS IN CHANGING UK Essay

Dissertation ;HOW EFFECTIVE ARE CELEBRITY ENDORSEMENTS IN CHANGING UK CONSUMER ATTITUDES ABOUT VARIOUS CLOTHING BRANDS - Essay Example The paper has been based on two main objectives, i.e. Studying the consumer attitude towards brands and Studying the impact of the celebrity endorsements on UK customer attitudes in clothing industry. The paper has a major limitation as it lacks a qualitative research and is also focused on the low income group of the population. The research findings clearly highlight that a majority of the individuals are not impacted by the celebrity endorsements. Branding is one of the most essential aspects of any business. In the recent times, the main motif behind complete branding can be understood to be attempts to combine the customer preferences with the various diverse activities. The impact of celebrity endorsements on an overall brand specifically in the clothing industry is essential to understand and relate to. The form of marketing adopted by marketers significantly affect the consumer purchasing style and decisions. Fashion marketing is a complicated business process, much like any other industry, which involves everyone in the industry from manufacturing workers to the retail buyer. Clothing is produced, promoted using a variety of mediums, and ultimately delivered to the final buying segments. Once in the retail environment, the buyer instructs salespersons about new clothing merchandise, develops employee talents in selling and sales techniques, and generally has flexibility in deciding on specific fashions and designs (Care ers, 2005). All of these activities contribute to the process of ensuring that sales targets are met for both the manufacturer and the retail organisation which carries the fashion brands. In the UK alone, consumers spent  £46.2 billion on clothing in 2006 (Brand Strategy, 2008). Across the whole of Europe, consumers spent 311.6 billion Euros on clothing and fashion, representing a very profitable industry internationally. Marketers hence recognise this industry is very large and