Italian Renaissance Artists Term Paper Example | Topics and Well Written Essays - 1250 words

Italian Renaissance Artists - Term Paper Example It was a movement and an era of awakening that turned from the darkness and stagnation of the middle ages and laid the basis for Western civilization up to the present. The flowering of art during the Renaissance is what it is most remembered for today. Hence, the paintings and sculptures and their creators can be seen as springboards for discussing some fundamental changes in attitude – especially how art evidences new attitudes toward man, his place in the world, and his relationship to God. (Osmond, 1998, p.18) This essay will talk about Italian artists – the likes of Da Vinci, Michelangelo, Raphael, Bellini, etc - who played pivotal roles in this great chapter in European history. During the era of the early Renaissance, evolving modes of representation and choice of content led to a redefinition of painting and sculpture as liberal arts. It can even be said that visual  artists themselves played a role in modifying the perception of their profession and art. In o ther words, artists both helped to shape and to react to an essential change in their status from craftsman to creator. This can be learnt from the broad ranging â€Å"written and visual evidence, including treatises, contracts, letters, financial records, and, perhaps most interesting, the works of art themselves. That many of the most successful early  Renaissance artists  evinced a significant interest in intellectual and social issues is demonstrated in a number of different areas, including changes in artistic training; the involvement of  artists in civic life; their engagement in the study of antiquity and antique art;  artists pursuit of the literary arts, including poetry, autobiography, and theory; and their participation in the paragone debate.† (Rosenberg, 2001, p.937) There was also a shift in the power relationship between patron and artist in favor of the latter, a shift ushered in by the emergence of the social value of artistic renown. The impact of t his phenomenon is best illustrated in the â€Å"difficulties which Isabella d'Este, the Marchioness of Mantua, experienced as she went about negotiating with some of Italy's "best  artists" -- Bellini, Mantegna, Perugino, and Leonardo -- for paintings for her famous studiolo†. (Rosenberg, 2001, p.937) Likewise, artists such as Giovanna Garzoni, Bartolomeo Bimbi, Jacopo Ligozzi, etc â€Å"brought to their subjects not only a masterly technique, but a freshness and originality of style that would have a lasting influence on botanical illustration and the art of naturalistic painting.† (Hirschauer, 2002, p.62) The cartoons made by them are â€Å"full-scale drawings characterized by extended passages of careful modeling and chiaroscuro, became collectible objects valued for their intrinsic aesthetic qualities. Raphael's cartoon (Ambrosiana Gallery, Milan) for the School of Athens is the largest and perhaps best known example of this category of drawing. Because the tran sfer process often led to the destruction of a cartoon, artists introduced another intermediate step, the "substitute cartoon," as a means of preserving workshop model drawings and of keeping the ben finito cartone intact† (Fletcher, 2000, p.347) Towering above the achievements of other artists are the masterly works of Michelangelo,

Propaganda Essay Example | Topics and Well Written Essays - 750 words

Propaganda - Essay Example Or it is being associated with something that is identified as a wrong or incorrect. However, in certain Latin countries, such association is rare rather propaganda is linked with the term of advertising. However, in both the world wars, both sides heavily used the tool of propaganda against each other openly terming their actions something deceptive or something that cannot be trusted. Additionally, intent is a necessary condition for the purpose of propaganda (Cunningham, 2002). Propaganda is based certain characteristics- such as time, total, truth, trust and trigger. Each element of propaganda is separately usable both in wartime as well as in peacetime. Basically, propaganda is a type of persuasion determined and implemented to keep a targeted audience to think in the required way. And it is used to target on the emotional side of the targeted audience rather than on the logical and argumentative side. As most of the time propaganda does not look logical, some propaganda techniq ues are used to do so. First, trigger is used like a bandwagon appeal. In which, the audience is emotionally molded in a way to do something because everybody else is having and doing it. It is based on the concept of molding an aggregate behavior and action. Consequently, the audience is asked to follow the trend. Additionally, a stereotype or total concept of propaganda is based on a fixed idea relating to all members of a group. As a result, actions of all group members are observed with only one single but total idea and on the basis of it, the members of the group cannot be separately identified. Additionally, trust is established when a testimonial comes from a personal recommendation of a famous or renowned personality from or the one who can be trusted because of its position or bearing on to the topic. It can be a personality, institution or anything else on which mostly creditability is attached. As a result, trust is established and used. It can be used for either negativ e or positive propaganda. However, most of the time, in advertising campaigns such characteristics of propaganda is used to achieve the desired outcomes. In the given picture, a non-verbal propaganda may be used with integration propaganda. Integration propaganda is defined as an attempt to depict the interests and positions represented by officials, who support a particular propaganda message. It is an American flag carrying words â€Å"Thank you.† Now, nothing is appearing anything suggesting being a part of propaganda. There is no extra message written on it. It would have been a propaganda message if it had certain words or sentences like ones mentioned at website-civilization.ca, where certain historical posters are provided on which a flag with additional words or sentences are written in a way to propagate certain information such as â€Å"HELP THE BOYS TO KEEP THEM RUNNING† (Civilization. Ca, n.d). Additionally, above mentioned sentence is not only provided wit h some soldiers, but also it is being shown that they are in trouble, they are being fired by the enemy forces and they must be helped. Such propaganda posters represent the way propaganda should take place as they have certain emotional attachment and emotional appeal as well. On the other hand, the given picture holds nothing

K 12 Public Education Foundations Dissertation Example | Topics and Well Written Essays - 8000 words

K 12 Public Education Foundations - Dissertation Example The mushrooming public school foundations owe their unprecedented growth to several reasons. For instance, it is very difficult for schools to procure funds. In addition, accountability of schools has increased manifold. Furthermore, members of the community are provided with a convenient device to involve themselves with local schools and their enterprises (Woodworth). As such, education foundations are non – profit organizations as per the provisions of section 501(c) (3) of the Internal Revenue Code. These foundations are affiliated with public school corporations, and they facilitate the establishment of tax-deductible funds to generate grants and scholarships (Robbins, 2009). Such foundations are of immense help to teachers and students. Moreover, section 501(c) (3) of the Internal Revenue Code considers education foundations as tax-exempt organizations. In addition, the laws of the state where the foundation is to be established have to be examined, with regard to tax ex emptions. As such, fundraising activity should not commence till such time as a tax exempt status is not granted to the foundation and its donors (Else, Assisting K-12 Education through the National Center for Public and Private School Foundations, 2003). For instance, the National Center for Public and Private School Foundations at the University of Northern Iowa has objectives that take into account the phenomenal growth of school foundations. These objectives consider the requirements of local public school districts and the private schools (Else, Assisting K-12 Education through the National School Foundations Association, 2011). The principal aims of the National Center for Public and Private School Foundations are; first to correlate people and organizations with private and public schools, and to promote support and awareness, by means of school foundations. Second, to help private and public schools, via the development of school foundations, in the task of creating educatio n funds of greater flexibility, and reducing the gap between the lower and higher income districts (Else, Assisting K-12 Education through the National School Foundations Association, 2011). Third, support school personnel in the US in the design, operation and sustaining of school foundations. Fourth, help local foundations by providing expertise and guidelines in the management and development of school foundations. Some of these are fundraising strategies, procedures, policies, management, organization and legal issues (Else, Assisting K-12 Education through the National School Foundations Association, 2011). Fifth, assist the leadership of the school foundation to develop professionally, especially with regard to working meaningfully with the board and in strategic planning. Sixth, conduct research on and adapt the extant research findings with respect to school foundations and determine the crucial factors that affect their success. Seventh, enhance the fundraising capability o f K – 12 schools so that they can effectively address emerging requirements (Else, Assisting K-12 Education through the National Center for Public and Private School Foundations, 2003).

Role of Advance Practice Nurse Research Paper Example | Topics and Well Written Essays - 2500 words - 1

Role of Advance Practice Nurse - Research Paper Example According to the paper the ANP should use his advanced level of education to advice and counsel the public on healthy living habits. Hamric, Spross and Hanson suggest that he or she should also assist middle level nurses in solving serious medical anomalies. ANPs are allowed to use their advanced medical knowledge for medical diagnosis and prescription. The administrative roles of ANPs include monitoring and mentoring junior medical staff and managing specialty medical sections according to Hamric, Spross and Hanson . ANPs should engage in research in their various specialty areas to realise and improve treatment methods and medical practices. An Advanced Nurse Educator (ANE) is a nursing instructor that is responsible for educating nursing students and they are mainly based in universities, colleges and medical research facilities. Furlong and Smith assert that the main role of ANEs in clinical practice is to implement the most effective medical research and care standards into the nursing profession. The role of ANES in primary care is to impart high standard skills and knowledge to nursing students to ensure they practice primary care effectively.

Student Life Essay Example for Free

Student Life Essay Every morning I wake up and gaze out my dormitory window at a gorgeous campus with modern buildings surrounded by clean fields of clean-cut grass. The only thing that might appear odd to any average SU student about this sight is that this beautiful looking campus was not their own. As I explore the surrounding campus near my dorm, Sadler Hall, there are several observations made which helped to determine the areas of trivial conflict and areas which seem to reflect social norms. One major observation made in this activity was the small community known as ESF (College of Environmental Science and Forestry). Several subtle and some obvious observations were looked at to determine how this area fit in with our community. There are several vital facts one should know about SUNY ESF. The college is located directly behind the Carrier Dome and is a separate school from Syracuse University. My dorm, Sadler Hall, is one of the few buildings which surround ESF near the edge of campus. In order to drive into ESF, or even Sadler Hall, there is a security shack where you must first check in with a guard. The ESF campus is strikingly different from the SU campus in that the majority of the buildings are very modern and the community as a whole is much smaller. The campus houses no dormitories or eating quarters, so all ESF students share these facilities with SU students. While doing further research I also found that most of the other recreational services are shared with SU students. One of the major preconceptions of ESF students is that they are all tie-die wearing, tree hugging, pot-smoking hippies. When first realizing that ESF existed, I found myself picking out in my head the ESF students from the SU students. The student diversity at ESF is in fact immense for having such a small community of students. Matt Renkas, my RA and an ESF student, informed me of what it is like being an ESF student and living on SU campus. ESF and SU both offer a choice for freshman to have Learning Communities. These are organized groups living together in the same dorm that share similar majors. Learning Communities for ESF are fairly small and only exist on the eighth floor of Sadler, and on the third floor of Day. It is an interesting idea that while at the same time that SU is trying to stray from having students rooming with similar character, those ESF and SU students in learning communities are being isolated from the rest of the school. The major question that arose from my observations was that if ESF and SU students are living and eating in the same quarters, why should they have a social advantage over others? I came to the conclusion that SU and ESF students therefore see each other as a separate community and social group. There are several other observations and facts that support this idea of separation between SU and ESF students. At the 2004 Freshman Convocation, a clear separation allowed first year students to identify who was SU and who was ESF. On the top pear of the stands, one could see a small group of students all wearing tie-die shirts. During the middle of the chancellors speech she made a reference to the ESF students and they all cheered with excitement. At that point I realized what a small population of freshman there are in ESF, and also how separated they seemed from the SU students. With such a small community of students, it made sense that they had so much pride and excitement to be freshman. Not only is ESF one of the hardest SUNYs in New York to get into, but the ESF students also graduate together in the same ceremony as the SU students. Once again this creates a separation between two social groups that are supposed to be one community. In addition, a way that SU students themselves exclude ESF student is in Greek Life. Only 4% of ESF students belong to a sorority or fraternity. This percentage is extremely low even if the community is not very large. Ultimately, this problem spawns from the fact that these two groups are so far apart in social habits. Although ESF shares several facilities with SU campus, the ESF campus appears to first year students, like myself, as an area designated for ESF students only. These boundaries that exist in our community are designated for the people for whom they were built. This idea goes hand in hand with what Sibley states,  What I hope to do is to clarify some of the spatial and social boundary processes which separate some groups and individuals from society and render deviant those who are different. As a freshman in Sadler Hall, I sometimes wonder if there will ever be a time when I need to use the ESF campus? Although it is an understanding that ESF provides a wonderful amount of resource for SU students, at appearance it seems almost like an annex. Its separated by stone walls labeled SUNY ESF, and a glance at the architecture reveals a distinct separation from the still diverse SU campus. Students even possess different ID cards that are green that distinguish them as ESF and not SU. After analyzing the ESF campus, I decided to take a closer look at the social life of ESF students on my floor. I decided that I was going to find out who on my floor was an SU students and who was an ESF student. This means I was going to have to go beyond fieldwork, and start talking to all the people on my floor. It really never occurred to me that anybody on my floor was in ESF, but I had some idea about who may or may not be. After talking to Matt, my Resident Advisor from ESF, I was informed that there were people on my floor in ESF, but I was not told who they were. I know almost all the people on my floor, except for a few, and I decided I was going to find out the ones in ESF. As I closely observed the hallways, I began to notice several promotional signs from the ESF Office of Student Activities. I never really took time to read them or even notice they existed. One of my floor mates named Kathryn, who I had recently made friends with, was my first guess for someone who was in ESF. She was a stereotypical hippie and she boasted about it all the time. When I asked her what school she was in, I was surprised to find she was a student at SU. All of my stereotypical preconceptions failed my attempt to guess the ESF students and made my realize how much I really dont know about the people around me. I came away from this exercise realizing that there really wasnt a stereotypical ESF students and that people with different lifestyles and backgrounds can be found everywhere, even at SU. The point of this essay is not to try and change the relationship between the SU and ESF campus. Like Luthra states on page two of his essay, all I am trying to do is to recognize and distinguish what the differences are but not change them. By identifying these differences, the purpose is to essentially provide an alternative reading of the ESF and SU campus. From much observational analysis, I think it is safe to say that the ESF campus, set apart and isolated from that of the SU campus, can be classified as a place of social isolation. Other forms of exclusion are made through programs such as the Learning Communities which maybe need to become larger in order to function accordingly. In conclusion, there were several observations made which helped to determine the areas of trivial conflict and areas that seemed to reflect social norms. These areas of conflict in the end became question for what society or community accepted. If there is any more to learn about the separated and shared areas of the two campus, it is that in order to create a more diverse and equal society, there can be no separate boundaries that restrict access for either party. These prohibitions discussed are maintained in practice by the community and society which continue to clearly separate a person from a certain place.

Case Study Malaysias Retail Pharmacy Marketing Essay

Case Study Malaysias Retail Pharmacy Marketing Essay Objective The report aims to provide an overview retail pharmacy industry and evaluate factors that propel and restrain the market, government policies, sales trends, potential growth and market outlook. Challenges related to the pharmaceutical retail sector will be outlined and assessed, and insights into marketing plans being deployed to tap into available market opportunities in Malaysia will also be discussed. Malaysias retail pharmacy : an overview Malaysia comes in at fifth in healthcare expenditure when compared to select Asian nations, and is growing at approximately 13% annually (Frost Sullivan 2008). The total national expenditure on healthcare in 2009 exceeded USD 7 billion, and is projected to surpass USD 10 billion by 2020. Retail pharmacy sector presently however contributes only to 17% of the total expenditure only due to restrictions pertaining to government policies, profession workforce, and population perception. The retail pharmacy sector traditionally can be described using organization size and product/service mix criteria. Sole units are comprised primarily of independent pharmacies, usually owned by pharmacists. Multiple-unit pharmacy organizations, or chains, can be divided into small chain and large chain (e.g. 30 or more units). In addition to organization size, the retail pharmacy sector can be characterized by the product/service mix of the organizations, though there is some blurring of this distinction. Some traditional categories include, supermarket (e.g. AEON), and, beauty and healthcare stores (e.g. Guardian, Watsons). Pure drug store is virtually non-existent in the Malaysian retail pharmacy sector as a result of no dispensing separation between the pharmacists and medical practitioners whereby pharmaceutical products can be sold and dispensed by medical practitioners as well. Consequently, this policy, have and still negatively impacting the pharmacy profession practice and retail viability of pure drug store in Malaysia. Therefore, current retail pharmacies generally offer both pharmaceutical and non-pharmaceutical product/services to maintain viable in Malaysian market. The major participants in the Malaysian retail pharmacy scene are multinational corporations such as GCH Retail (M) Sdn Bhd and Watsons Personal Care Store, local companies such as Caring Pharmacy and Trustz Pharmacy, and a plethora of small independently operated pharmacies. In 2009, the multinationals, GCHs Guardian and Watsons collectively dominated 54% of the total market share whilst 46% was divided among local retail pharmacies as shown above (Euromonitor 2010). Generally experienced in dealing with large industries, these multinational corporations compared to the domestic counterparts, have the experties in handling processing, packaging, logistics, inventory management etc. In addition, they have the advantages of economies of scale, retailing of in-house brand, increase in market profit and share, and wider discount parameter for retail healthcare products. chapter 1 External and internal factors influencing retailers marketing strategies In this bearish economy, retailing in Malaysia recorded a downtempo in current value growth (CVG) in 2009 compared to previous year but still at a positive pace (Euromonitor 2010). GDP forecast was reevaluated in May 2009 from 4% to 5% decline for 2009 in light of deteriorating international economic outlook (Euromonitor 2010). While consumer confidence dwindled, discretionary spending was reduced but appeared willing to spend a little bit more during promotional period or turned to cheaper alternatives such as mid-priced/economical in-house brands or generic medications. With ongoing urbanization trend, higher education levels and better living standards generated greater enthusiasm among post recession shopperconsumers regarding self-medication. This further strengthened the importance of retail pharmacies as consumers were able to acquire OTC healthcare, nutritional products and prescription drugs from retail pharmacies. Overall trend of the retail pharmacy sector is gearing towards the sales of generics and OTCs in times of recession. Price of generics are generally lower, 27%-90%, compared to branded/innovator products (Shafie Hassali 2008). Therefore a more cost friendlier option for consumers whilst profit margins of generics are higher than branded/innovator products, which is favorable to retailers a win-win solution. However, sales of non-prescription products such as OTCs, TCMs, vitamins and supplements are still the main contributor to the retail pharmacys revenue at 79%. These products similarly are seeing growth in sales fueled by gains in cough, cold and allergy remedies, amid global slowdown since 2008. Having said so, retailers still employ different marketing strategies to distinguish themselves from existing competitors and attempt to reposition themselves as market leaders some successful while some struggled. Strategies pertaining to each of the different type of organizations will be further discussed as follow: Strategies employed by multinational corporation The multinationals (i.e Guardian, Watsons) have taken a broad spectrum approach by attempting to diversify from traditional dispensing services common to the concept of a pharmacy, into other other market segments regarding to general healthcare and beauty solution to penetrate into wider consumer segments during the time of recession. The retailers responded by engaging in regular promotions and extended sales period to encourage spending and offering a combination of both pharmaceutical services with beauty care. Rapid expansion strategies undertaken by leading chained retailers resulted in a substantial escalation in the chained store numbers in the nation. 2009 saw a slight improvement in the average selling space per outlet of beauty and health specialist retailers. More retailers began opening stores in shopping malls which were larger than their standalone establishments. Most beauty and health specialist retailers launch their retail chains in Klang Valley. This is largely due to greater purchasing power among urban consumers. Nonetheless, more beauty and health specialist retailers are expanding outside Klang Valley in order to serve the rising population and growing purchasing power of consumers in East Malaysia and secondary states. Launching of budget in-house brand is to cover a wider range of consumer segment. Guardian: target market, product and services, promotion GCH Retail (M) Sdn Bhd is a wholly-owned subsidiary of a Hong Kong based Dairy Farm International Holdings Ltd, listed on the Hang Seng Stock Exchange. Dairy Farm International Holdings Ltd is 78% owned by the Jardine Matheson Group, which is listed on the FTSE Stock Exchange in addition to secondary listings on the Singapore Straits and Bermuda Stock Exchanges (Euromonitor 2010). In Malaysia, the company is involved in the operation of Guardian pharmacy, Cold Storage supermarket and Giant hypermarket outlets. In 2009, as a result of its aggressive outlet expansion, with 20 new Guardian outlets, and proactive promotion including daily specials boosted the companys pharmaceutical market share to 35% Figure 2.0, occupying the largest cut of the retail pharmacy market segment. GCH Retails Guardian brand is leading the pack because the retail format is gradually becoming popular in Malaysia. For instance, Guardian spearheaded the concept of  modern retail pharmacy by providing professional consultation and service by registered pharmacists, plus holistic health and personal care solution. GCH Retails in-house brand offers quality products at affordable prices because the companys in-house products are manufactured and sourced locally. Moreover, the company, targeting all consumer segment, from low to high income earners, was very aggressive in promoting its home brand products in terms of advertising and promotions, while also developing its product ranges. For instance, Guardian dedicated half a page or full-page advertisements in their in-store brochures or leaflets for their in-house brand products. GCH Retails share of in-house brand products has been growing steadily largely due to developing brand recognition as well as the wider range of items available. In response to the Malaysian governments support initiatives designed to spur small and medium sized enterprises (SMEs) in Malaysia, it is expected that the company will continue to source new products for its in-house brand lines. External and internal factors analysis External Internal Threats Economic slowdown Decentralized marketing function: inconsistent brand image Weaknesses Retracted consumer spending Increased rivalry between competitors Opportunities Import/Export: Malaysian Ringgit vs Hong Kong Dollar Good management: able to respond to market change Strength Change in consumers spending pattern Both external and internal factors influence how the company decides to operate. The external factors will be the same for all the market players. Watsons personal care store: target market, product and services, promotion Watsons Personal Care Stores (WPCS) is a subsidiary of the AS Watson Group which is wholly owned by the Hong Kong based Hutchison Whampoa Ltd listed on the Hang Seng Stock Exchange main board and has been in Malaysia since 1994. Being the largest beauty and health retail chain in Asia, in Malaysia, with 211 outlets nationwide following the successful merger and acquisition of Apex Pharmacy Sdn Bhd in Jun 2005, WPCS is one of the most accomplished personal care chain stores (Euromonitor 2010). In 2009, albeit with pharmaceutical value share of 19% Figure 2.0, due to increasing number of beauty and health specialist retailers, WPCS remained the largest community pharmacy retail chain in Malaysia. Having said so, continuous marketing efforts and promotions such as television advertisements, complimentary beauty and health information to consumers, and storewide 20% discount campaign, helped restrain its fall in value share. WPCS offers competitively priced and quality in-house brand products. Its in-house brand lines consist of a larger proportion of cosmetics and toiletries, disposable paper products, OTC healthcare products, bottled water and electrical items, is mainly designed for mass consumers, especially the budget end of the market. The company has been very active in pushing its in-house brand. For example, it has dedicated more shelf space in-store for its inhouse brand items. Coupled with growing brand recognition, as well as a wider range of products, the companys share of in-house brand has grown steadily. External and internal factors analysis External Internal Threats Economic slowdown Over expansion resulting in dissipated consumer services Weaknesses Retracted consumer spending Increased rivalry between competitors Opportunities Import/Export: Malaysian Ringgit vs Hong Kong Dollar Extensive outlet coverage nationwide Strength Change in consumers spending pattern Strategies employed by smaller pharmacy Marketing model of smaller pharmacies focus on establishing good rapport with its customer base and to provide individually customized pharmaceutical services for their clients to cater on the needs of selected consumer segments. The smaller retailers responded by provided extended hour services for the convenience of consumers after working hours access to pharmaceutical items and advice. Loyalty marketing is introduced to maintain or expand their customer base in light of even more competitive environment. A loyalty program may be specific to an individual retailer, or an independent coalition scheme involving a few partners. The latter model is gaining popularity in Malaysia and is established in Europe, Australia and Canada. Specialized services exclusive to pharmacy such as pre-packed dosettes medications to ensure better compliance to medicine, insulin dose adjustments for uncontrolled diabetes management and methadone replacement therapy for heroin dependent patient, cater to unique patients segment that is gradually increasing. Caring pharmacy: target market, product and services, promotion Caring Pharmacy Sdn Bhd is a group of pharmacies under one banner collectively shares the same supply and inventory management similar to that of chain stores, however each outlets are independently owned and operated by pharmacists. Caring Group currently have 46 registered pharmacists operating 40 outlets in Klang valley. Therefore giving the Group the highest number of pharmacist to outlet ratio among retail pharmacy operators in Malaysia. With market share of 12% in 2009 Figure 2.0, Caring is emerging fast as one of the most established local community retail pharmacy. Providing extended hour services from the early hours up to midnight proved to be a potent strategy in establishing its market share as it provides time flexibility to consumers. Caring offers professional consultation by registered pharmacists on uncomplicated ailments and medication management solutions such as pre-packed medications similar to the multi dose Webster-Pak ® for the consumers convenience. The group has been actively promoting its pharmacist consultation service. For instance, public awareness talks by pharmacists on health topics such as hypertension, diabetes, weight-management etc. are frequently organized. Launched in 2006, the first pharmacy reward program as a points accumulation and gift redemption card with Malaysias premier multi-party loyalty program BonusLink, enabled Caring to establish closer contact with their regular clients. External and internal factors analysis External Internal Threats Economic slowdown Too focused on domestic/localization growth Weaknesses Retracted consumer spending Increased rivalry between competitors Opportunities Change in consumers spending pattern Good corporate core value: pharmacist service for all consumer segments Strength chapter 2 Strategic recommendation for the retail pharmacy industry The Malaysian as well as the global economy continued to see tough times in 2009. Despite an unemployment rate that was on the rise and consumer spending falling, consumers remained largely loyal to established pharmacy names when it comes to fulfilling their healthcare needs. Some consumers also switched to self-medication in times of minor ailments as a bid to go back to work for fear that they might lose their jobs in the recession. Retail pharmacies are seeing an increase in consumer sales contribution of 0.2% for 2009 against 2008. This was largely due to the expansion of outlets such as Watsons which attracted consumer interest for its one-stop shopping. Offer Mix Product Services Prices Promotion Mix Sales promotion Advertising Sales force Public relations Direct online marketing Target consumers Marketing-mix strategy Target consumers : consumer demographic outlook and lifestyle trend In 2007, the population in Malaysia was reported to be just over 27 million which, according to United Nations Department of Economic and Social Affairs. By 2015, its projected that Malaysias population will reach more than 30.7 million. Currently, the country has relatively young population, with nearly 60% Malaysians below the age of 30 in 2007. Regardless, the population is steadily aging, with the median age of the population increasing from 22.5 years in 1995 to 24.6 years in 2007. The aging population in Malaysia, usually earning more than their younger counterparts and are usually relatively established in terms of family and home and more aware of their health status, is expected to drive consumer healthcare expenditure. Consumer of this category is expected to drive increased demand for medical and health-related products and services, including pharmaceuticals and OTC drugs, vitamins and dietary supplements, health drinks and medical equipment. On the other hand, its projected that still over one-half of the Malaysian population will be under 30 years-old in 2015 so, while there will be some new emphasis on products for older consumers, younger consumers will remain a potent force, exercising significant purchasing power and driving continuing demand for the wide range of youth oriented products. This category of consumers are becoming more health conscious, recent survey that 80% of fast moving consumer goods shoppers now think about their health more than they did before. Hence, this will spur demand for core healthcare products and influence sales in tangential sectors such as food and beverages, and healthcare services. Offer Mix : Product portfolio adjustment and pricing tactic Product portfolio adjustment As living costs, including healthcare costs, are expected to rise, consumers will be more endeavous to try out economical in-house brand products and self-medicate, respectively. Additionally, more consumers understand the helpfulness of vitamins and dietary supplements as preventative measures against environment, diet and age-related ailments such as joint and back pain, immune systems, osteoporosis and lack of balance nutritional values. The relatively fast growth rate of consumer healthcare sales was not equally spread among in-house brand lines. It should be noted that not all categories saw higher in-house brand growth, as some were mostly dependent on growth by branded products. Within consumer healthcare, in-house brand product line is expected to grow in wound treatment products such as sticking plasters and topical germicidal/antiseptic Figure 3.0, especially in the midst of an economic slowdown and an influenza A (H1N1) outbreak, respectively. Coupled with strict registration requirements in Malaysia for all medicines, either branded or generics, in-house brand is unlikely to perform well in consumer healthcare categories such as oral analgesics, cough, cold and allergy (hay fever) remedies or digestive remedies as consumers remained largely loyal to established brands mainly because these brands are long-time trusted names that consumers find most effective or have simply grown accustomed to purchasing. However, consumers will increasingly demand convenient and effective products so as to meet their increasingly stressful and busy lifestyles. Therefore, easy to apply or easy to use products such as Nexcare Acne Patch and Gaviscon Liquid Sachets are expected to attract consumer interest, especially among the younger generation of the population. Retailers will need to expand their consumer healthcare product ranges in order to maintain competitive in the market. However, retailers should focus on producing lower-cost and in-house branded products such as topical analgesics, antipruritics, other wound treatments, vitamins and dietary supplements, that enjoy strong demand among consumers. Pricing tactic Consumers will be shopping around for the best deals. It is not necessary for retailers to cut list prices, but may offer more short termed price promotions, lower quantity threshold discounts, provide credit to long-standing customers, and more aggressively price smaller pack sizes. In tough times, price cuts attract more consumer support than promotions such as mail in offers and sweepstakes. Promotion mix : conventional advertising and online marketing Despite the growth of electronic communications, printed newsletter and television still play an important role in Malaysians daily life and their pursuit of information and entertainment. As shown in Figure 4.0, printed adspend dominated 54% followed by television adspend at 37% of the total adspend respectively for the year 2009. Major newspapers include three English-language dailies, two Malay-language dailies, five Chinese-language dailies, and two Tamil-language dailies. The Malaysian has a wide range of magazines covering lifestyle, fashion, business, and special interest topics such as fishing, motoring, health and wellness and childcare. Magazines in Malaysia are usually published on a fortnight or monthly basis and are available via subscription, at retail outlets, convenience shops and small grocery stores. The internet has had a significant impact on Malaysia over the past several years. The number of internet users grew from nearly five million users in 2000 to more than 12 million users in 2007, reflecting growth of 144%. Just as significantly, the household penetration rate of personal computers in Malaysia increased from 13.5% in 1995 to 34.7% in 2007. Tethered with such growth, online adspend recorded 72% spike growth from 2007-2009, and is expected to continue capturing readership share at the expense of printed media, in-line with household penetration rate of internet-enabled computers increases in Malaysia. Mobile advertising will be in vogue as internet handheld devices gains market penetration, particularly among the younger population. Advertising platforms such as Apples iAd is a prime example of cutting-edge mobile advertising where advertisements are not just informative but interactive as well. Advertisements of this kind, can be updated real time by retailers with short-term sales promotion similar to Malaysia Airlines Lunch-hour flight deals or provide interactive online shopping experience, will revolutionize conventional concept of promotional advertising. Hence, internet will have an impact on how retailers attempt to reach Malaysian consumers and, in a less significant but nevertheless growing way presently on how Malaysians shop. However, as in most countries, online advertising and internet retailing is expected to increase. conclusion Consumers in Malaysia are changing their healthcare shopping behavior in various ways at times of recession. While many opted for other more economical retailers, there are some who remained loyal to their preferred retailers while reducing the number of trips and spending. They are more comfortable in seeking out deals and using coupons, and will purchase both in-house brands or branded products whichever provides the best value. Definition of value is also changing. Previously, value is often perceived as quality and options, but during recession this is synonymous with price, while moving out of recession, value will mean that consumers get what they want at the best possible price. Pharmacy retailers can capitalize on consumers needs by providing increased personalized marketing and shopping experience. Consumers are shifting towards meaningful and unique shopping experience, particularly in purchasing healthcare items. Consumer in control Present consumers know are clear of what they want and many will go the distance in search of the best offers, some consumers, due to their lifestyle fluidity simply require products that satisfy their needs. Mobile shopping will be the next frontier for retailers to venture into as on-the-go consumers who emphasize on shopping convenience and speed of transactions. Pharmacy retailers can tap into this market and formulate marketing plans unique to loyal mobile shoppers. Conventional in-store consumers are bombarded with too much product information creating confusion and delaying purchases. Retailers and manufacturers should collaborate to satisfy consumers needs such as using attractive colors and creating simplistic product packaging to facilitate consumers search for healthcare products. Retailers diversify and re-brand to stay relevant Pharmacy retailers diversifying into in-house product line will need to factor in consumers shopping preference on established branded healthcare products when formulating in-house product marketing plans. Many consumers maintained loyalty to established brands due to familiarity to a product or confident with its effectiveness. However, in-house branded product line such as wound care, vitamin and supplements are projected to grow due to regional disease outbreak and economic downtempo. New and improve in-house product lines with convenience in mind such as topical analgesics and sachet digestive remedies will appeal to consumers particularly the younger customers. Retailers may need to revamp certain product lines with new design, improve in-house brand offers and a compelling ad-campaign, to appeal to younger consumers. Future of retail pharmacy Retail pharmacy landscape is shifting largely attributed to economic changes, the growth of online retailing and more recently mobile commerce. With increasing use of smart handheld devices in Malaysia, mobile advertising and commerce is projected to grow substantially. Retailers will have to employ a multi-channel marketing approach. Online retailing will provide a platform for retailers disseminate unique and targeted product offers for consumers to research, plan their shopping trips and ultimately attract consumers into stores. Once in store, consumers will look for premium service coupled with simplified shopping experience in terms of product availability and ease of locating the products. Now more than ever consumers becoming more sophisticated and informed in making choices. They desire to know the origin of the product, what they are made of and how their lives can be improved with them. In general, future consumer wants a simplified, personalized and meaningful shopping exp erience with a focus on value.

Somewhere Under my Rainbow :: essays papers

Somewhere Under my Rainbow When you are little, the whole world feels like a big playground. Your dreams are big and your hopes are always high. When you are little, your biggest worry is who will get the big swing at recess. As a child I had a very vivid imagination and a best friend whose imagination was even livelier than mine. I was living in Conyers, Georgia the summer it all happened. I was a second grader, but my best friend Stephanie was only in the first grade. Both of our parents were at work and had left my older sister, Kim, in charge of us. She was sixteen years old with a haughty attitude. Most of the time she let us go our own way, while she talked on the phone and groomed herself. Today was no different than any other day that she had kept us. We left the house around 3:00pm and hadn’t been back since. Sweat poured down our foreheads as we sat on Stephanie’s front lawn. Stephanie was a plain girl with long stringy blond hair, the shade of honey mustard and brown eyes whom faded into the sun. Although her looks didn’t show it, she had a spark about her. She had a spark that most kids, at the age of seven, didn’t have. â€Å"So , what can we do? It’s hot but neither of us have a pool. There isn’t a kid within three blocks of here, and I’m bored!† she exclaimed, with am agitated look upon her face. â€Å"I don’t know, but it sure is hot. Hey! Let’s go in your basement and see what’s in there. I promise to go first!† I told her. If there were anything in the world Stephanie feared more than hell, it was her basement. She had feared it since she was tall enough to see down the dark and empty staircase. She had never been down there, but the thought of it’s contents drove her wild. â€Å"Okay but only on my terms. First of all, you go first. And we are only going for a minute. Oh, and one more thing, if I get scared, I’m coming back up. Okay?† she told me. I agreed to her terms and we headed into her house.