Theories for Product Bundling

Theories for Product Bundling RASHIDA ABDULHAMID WHY DO FIRM BUNDLE TWO PRODUCTS TOGETHER AND HOW IS IT LIKELY FOR THEM TO MAKE PROFIT? What is product bundling? Product bundling is simply means combining two or more goods together and selling them as on one combined product. It is mostly common in market with imperfect competitive product. It is a marketing strategy that joins products or services together in order to sell them as a single combined unit. Bundling allows customers to purchase two or several product at the convenient purchasing power from one company. The products and services are usually related, but they can also consist of dissimilar products which appeal to one group of customers. It based on consumer’s value the grouped package more than the individual items. Why do producer go into product bundling? Producers go into product bundling because of so many reasons, bundling of two products gives the producer to offer more affordable prices for their customer with also a better interest for them. Bundling enhances an organizations offering mix while at the same time minimizing cost of both production and selling. This is attractive to consumers who will benefit from a single, value-oriented purchase of complementary offerings. Bundling is attractive to producers by increasing efficiencies, such reducing marketing and distribution costs. It can also encourage customers to look to one single source to offer several solutions. Product bundling may also incorporate products from multi producers. Example of this is the palo alto software may include one of their business planning product with an accounting software package, or participate in a small business bundle† through a major computer manufacturer whose customers would have the opportunity to purchase with their new PC. In these situations, bundles may cost effectively open to new marketing channels. FACTORS CONSIDER WHEN BUNDLING INCLUDE VOLUME: bundling typically increases unit sales volume. MARGING: bundling can reduce margins. EXPPOSURE: bundling may offer new channel opportunities or exposure to new potential customers. RISK: if executed incorrectly, bundling may cannibalize more profitable sale, resulting in lower contribution margins and potential channel conflict. This last example has three important implications. First, the market outcome is not necessarily efficient, in the sense that a social planner with full information and no costs of imposing a solution could do better. That should not be surprising in light of the results in the product selection literature that the set of product offerings is not necessarily efficient. Second, while the model reveals a bias toward the offering of a bundle, the bias is primarily toward mixed bundling, not toward pure bundling or other forms of tying. Indeed, although the preceding example does not show it, the model can be interpreted to suggest a bias against pure bundling. In a companion paper, we show that the conditions for pure bundling to be the only sustainable outcome are stronger than the conditions for pure bundling to be the efficient outcome. The model does not rule out the possibility of inefficient tying. Tying can be. the predicted outcome when components selling is optimal, but there is no systematic reason for this to be the case. There is a tendency in the model for big groups to get the offering they want. But this effect holds equally when the biggest group wants just one component as when the biggest group wants the bundle. Third, in analyzing the welfare consequences of bundling discounts (under mixed bundling), it is important to distinguish between marginal cost savings and the effect of fixed costs. Both are potential sources of savings to the group that purchases the bundle, but only the marginal cost savings reflect welfare gains. In this example, there is a substantial bundle discount; the bundle price of 19 is 5 less than the sum of the components prices. Under pure components selling, they would pay a total of 20, which is also more than the bundle price under mixed bundling. Notwithstanding this private benefit, it is inefficient for the bundle to be offered. In contrast, if there were no fixed costs and the bundle discount reflected a marginal cost savings of 5, then mixed bundling would be efficient. . Which products are offered depends on the extent to which bundling lowers marginal cost, on the fixed costs of offering each product, and on demand. For a product to be offered in the kind of contestable market we describe here, three conditions must holdthese are known in the formal economics literature as sustainability conditions. First, no price can exceed average cost. Otherwise another firm could enter and provide the product to the same group of customers for less. Second, the price of each product must be low enough that the seller of a second existing product cannot profitably lower its price and attract the purchasers of the first. Third, prices must be low enough that entry with a product not offered is unprofitable. First, marginal cost savings are neither necessary nor sufficient for tying to occur in competitive markets. They are not necessary because, even without marginal cost savings, firms may not separately provide a product if there is not enough demand to cover the fixed cost of offering that product this result assumes that the firm is offering a bundle that attracts at least some consumers who want that product. They are not sufficient because, even with marginal cost savings, firms may find that there are enough consumers who want the products separately and do not value the other product they will therefore oiler the bundle to attract consumers who want both and separate products to attract consumers who only want one. Second, fixed costs are a necessary but not sufficient condition for tying to occur in competitive markets. Firms eliminate a product choice that some consumers want because it enables them to avoid the fixed costs of offering it separately. Or, to put it another way, firms cannot provide some products separately because there is not enough demand to cover the costs. Third, pure bundling can arise for two reasons which are worth distinguishing: (1) moderate fixed costs when many consumers demand all components and demand is low for at least one of the individual components; and (2) high fixed costs. Without fixed costs, our assumptions generally imply mixed bundling. Under mixed bundling, the bundle is available for those who want both goods and the separate products are available for those who want just one. With some fixed costs, however, pure bundling can result if many customers want both goods and demand for the component does not justify the fixed cost of offering them separately. Pure bundling can also occur, however, even if no consumer wants both components. These will happen when fixed costs are very high, which in turn implies that pure bundling saves significant fixed costs over components selling. Fourth, firms may sell some but not all of the components separately from the bundle. This occurs when demand for the bundle and one of the separate components is substantial but demand for the other is not. In a separate welfare analysis we show that firms may not offer the optimal product variety (the standard result in the product variety literature) but that the tendency is to offer too much mixed bundling rather than to offer too much tying. Table 3 contains our first example. The size of each group of consumers is 100. The marginal costs of both goods ; and 2 are 8 while the marginal cost of the bundle is 14. Since the latter is less than the sum of the components prices, there are marginal cost savings from bundling. Fixed costs are 600 It follows that the prices of the components under mixed bundling are 14 while the price of the bundle is 20. As the next line in the Table indicates, the price of the bundle under pure bundling is 16. It is lower than the price of the bundle under mixed bundling because more customers share the fixed cost. Under components selling, the prices of the components are 11 each. As with pure bundling, the prices are lower than under mixed bundling becau se the fixed costs are shared with a larger group. Before turning to why mixed bundling is sustainable, let us consider why the other product configurations are not. Under pure bundling, the price of the bundle is 16. This price is susceptible to entry by, say, a producer of good 1 at a price of 14. This component price is less than the 16 that group 1 pays for the bundle under mixed bundling, and it is sufficient to cover costs even if only group 1 buys the bundle. A pure component selling, in which the price of each of the two goods is 11, is not sustainable either. Group B pays a total of 22 for the two components, so entry with the bundle at a price of 20 attracts group B and is profitable. When the bundle and just good 1 are offered, the price of the bundle is 17. Entry by a supplier of good 2 at a price of 11 is then profitable. For the same reason, it is not sustainable to offer just the bundle and good 2. Having seen how entry can prevent a set of offerings from being sustainable, we can now understand why mixed bundling is sustainable in this case. All possible products are offered in mixed bundling, so it is not possible to enter with a new product. We do, however, need to consider whether cutting the price of an existing product (or products) to attract an additional block of customers would be profitable. At these prices, it is not. For example, to sell the bundle at a price that is low enough to attract groups 1 and 2; one would still have to charge 16. But that would not be low enough to attract groups 1 and 2, which can purchase only the good they want under mixed bundling for 14. Similarly, cutting the price of the components to attract group B would not be profitable. If group B purchased the components, the prices would still have to be 11. Group B would then pay 22 for both goods, which is more than the 20 it pays for the bundle under mixed bundling. There are a number of factors that give rise to mixed bundling in this example. First, there are marginal cost savings from bundling. At the same time, the marginal cost of the bundle exceeds the marginal cost of just one of the components. So, putting fixed costs aside, there would be an advantage to having the separate components available to those who want just one of them. Also, the demand for each of the three possible products is substantial; and, while fixed costs are present, they are not so great as to preclude offering one of the goods. The results in Table 3 depend, of course, on the assumed values for each of the seven variables in the model. Small changes in each variable would affect prices, but mixed bundling would still be the qualitative outcome. With larger changes, however, the qualitative outcome would change as well. Since mixed bundling means that all three of the possible products are offered, any change would eliminate one or more of the products offered. For example, consider a reduction in the number of people who want just good 1. The fixed cost of offering good 1 would then have to be spread over a smaller customer base so the price of good 1 would have to increase. When the number of people who want only good 1 is sufficiently small, the price of good 1 would exceed the price of the bundle. Consumers who want just good 1 would then buy the bundle (anSd discard good 2). Good 1 would disappear from the market, leaving good 2 and the bundle as the only products offered. In that case, good 2 is tied to good 1. Just as a reduction in the number of people who want good 1 causes the price of good 1 to go up, an increase in X1 causes the price to drop. With a sufficiently large increase in the demand for good 1 alone, the price can drop enough that people who want both goods find it cheaper to buy them separately. The bundle disappears from the market. The result is pure components selling, which does not entail tying. Table 4 shows the change in product offerings that could result from sufficiently large increases and decreases of each of the seven variables in the model. (As we note, in some cases, even a large change will not alter the product offerings.) The first row of the table reports the results described above. The left half of that row says that with a sufficiently large decrease in X1, the set of products offered becomes the bundle and good 2 while good 1 is no longer offered. The right hand half of the first row shows that with a sufficiently large increase in the demand for good 1, the set of products offered are goods 1 and 2 while the bundle is no longer offered. As Table 4 indicates, there are two cases in which mixed bundling are the qualitative outcome no matter how much the variable change (in the given direction). One of these is a reduction in fixed costs. That result makes intuitive sense. Fixed costs in the model can cause a potential product not to be offered. Given the other assumed values in Table 4, fixed costs of 600 are low enough that all three of the possible products can be offered profitably. A reduction in the fixed cost of a product offering would only reinforce the possibility of providing for each group the product tailored to its particular demand.

The Structure and Underlining Meanings of Rapunzel by Jacob and Wilhelm

The Structure and Underlining Meanings of Rapunzel by Jacob and Wilhelm Grimm The story of Rapunzel, by the brothers Jacob and Wilhelm Grimm, has the same basic structure as all other fairy tales born from the oral tradition; what is commonly referred to as the opening, main part and ending, is the foundation of the tale. It is around this clearly defined three-part structure of the plot, that invisible layers of meaning exist – often very different for each reader. Between the clever design of the plot – which allows several stories to surface within a seeming individual tale – and multiple layers underneath the literal action, exists a limitless journey of personal exploration. A fairy tale such as Rapunzel has many possible functions in a child’s life and development – explaining the desire for the tale to be read time and time again by the eager young mind. The opening of the story establishes a number of things: the characters (with the exception of the prince), their dispositions, and the first task. The short introduction is also in itself a short story, with its own three-part structure. Rapunzel’s mother, also known as the wife, by persuading her husband to steal a head of lettuce from the witch, sends him on his journey. The husband’s acceptance of his task finalizes the opening of the introduction. The following two trips to the forbidden garden, and his encounter and, later, his deal with the witch, complete the main part of still only the beginning of the story of Rapunzel. When the witch appears during the heroine’s birth and takes her away, the story of Rapunzel’s mother and father is complete, and in turn, so is the introduction to the tale. The conversion from the introduction to the main pa... ... on a subconscious level due to complex interactions between the plot, characterization and symbols. Length and detail are not relevant in what a fairy tale like Rapunzel achieves; its accomplishments are made possible by the strict structure of the plot which holds within itself much potential and multiple features, as well as the communications that exist between author and reader likely without either one knowing it. Our favorite fairy tale has a reason for holding a special place in our heart whether we know it or not, as does the story we love to hate and continue to read and re-read. Like the human psyche, the fairy tale can be studied not only rewardingly but without an end. Works Cited Bettelheim, Bruno. The Uses of Enchantment. New York: Alfred Knopf, 1976. Hallett, Martin and Barbara Karasek, ed. Folk & Fairy Tales. Toronto: Broadview, 2002. The Structure and Underlining Meanings of Rapunzel by Jacob and Wilhelm The Structure and Underlining Meanings of Rapunzel by Jacob and Wilhelm Grimm The story of Rapunzel, by the brothers Jacob and Wilhelm Grimm, has the same basic structure as all other fairy tales born from the oral tradition; what is commonly referred to as the opening, main part and ending, is the foundation of the tale. It is around this clearly defined three-part structure of the plot, that invisible layers of meaning exist – often very different for each reader. Between the clever design of the plot – which allows several stories to surface within a seeming individual tale – and multiple layers underneath the literal action, exists a limitless journey of personal exploration. A fairy tale such as Rapunzel has many possible functions in a child’s life and development – explaining the desire for the tale to be read time and time again by the eager young mind. The opening of the story establishes a number of things: the characters (with the exception of the prince), their dispositions, and the first task. The short introduction is also in itself a short story, with its own three-part structure. Rapunzel’s mother, also known as the wife, by persuading her husband to steal a head of lettuce from the witch, sends him on his journey. The husband’s acceptance of his task finalizes the opening of the introduction. The following two trips to the forbidden garden, and his encounter and, later, his deal with the witch, complete the main part of still only the beginning of the story of Rapunzel. When the witch appears during the heroine’s birth and takes her away, the story of Rapunzel’s mother and father is complete, and in turn, so is the introduction to the tale. The conversion from the introduction to the main pa... ... on a subconscious level due to complex interactions between the plot, characterization and symbols. Length and detail are not relevant in what a fairy tale like Rapunzel achieves; its accomplishments are made possible by the strict structure of the plot which holds within itself much potential and multiple features, as well as the communications that exist between author and reader likely without either one knowing it. Our favorite fairy tale has a reason for holding a special place in our heart whether we know it or not, as does the story we love to hate and continue to read and re-read. Like the human psyche, the fairy tale can be studied not only rewardingly but without an end. Works Cited Bettelheim, Bruno. The Uses of Enchantment. New York: Alfred Knopf, 1976. Hallett, Martin and Barbara Karasek, ed. Folk & Fairy Tales. Toronto: Broadview, 2002.

A study of Compensation Management Essay

In spite of the multiple benefits and advantages of compensation management and its impact on employee’s performance, it cannot still be said that having compensation management policy is a panacea for success in appraising, and managing employee’s performance. It is therefore the duty of all managers to ensure that the use of compensating policy meets employee’s expectation in order to have good and effective performance. The first basic requirement for effective and functional performance system is to have a common understanding of the standards of performance required from each job holder, performance required from each job holder and compensation management should be in relation with organizational goals and objectives. One of the primary responsibilities of management is to make compensation policy a veritable tool for optimizing the potentials of employees and human resources manager or practitioners should be in the driving seat in ensuring that the system is run in line with the principles of fairness and equity. SUMMARY The study was aimed at examining the impacts of compensation management practices on employees’ performance at the Nigeria Port Authority, Apapa. Questionnaires were administered to selected staff of Nigeria ports Authority, Apapa. The entire population was estimated at 340 people comprising of senior and junior staff and out of this population a sample of 100 respondents were randomly selected for intensive study and analyzed. The responses obtained from the questionnaire that was personally administered and the test of hypothesis Using chi square (x2 distribution) statistical method of analysis form the basis of the finding of this research survey. Some of the findings are, 1. That the Nigeria ports authority (NPA) has a well-organized and efficient compensation management system which is applicable to all the employees. 2. That compensation management system has a great impact on employee’s efficiency and performance at the Nigeria ports authority (NPA). 3. There is a relationship between compensation management policy and employee’s performance and that compensation management will lead to positive impact on employee’s performance. 4. That employee’s performance can also be determined through the use of some factors which are not monetary inclined like motivation, leadership, communication, objective, control, sense of belonging and decision making in relation to compensation management practices. 5. That despite the significant impact of compensation management system, performance of some employees is not up to the set standard of the organization.

Christmas Tongue Twisters Alliteration Lesson Plan

Everyone knows the popular tongue twister She sells seashells on the sea shore. This Christmas, teach your students about alliteration and let them try and create a few fun holiday tongue twisters of their own. Heres how. Explaining Alliteration Start your lesson by saying the popular tongue twister mentioned above. Then, ask students if they have ever heard of this saying before. Discuss that this play on words is called alliteration, which is a literary element. Ask them if they can guess from your example what alliteration might mean. Try and get students to work towards a definition like this: Alliteration is defined as the repetition of consonants at the beginning of words in any piece of writing. Make sure that students understand that alliterative words do not have to start with same letter or letters but it can be like ( i.e. chilly and silly). You can give students the example below. The pots and pans were Peters prized possessions. Next, have students try and brainstorm some words. Write the letter H on the front board and ask students to try and think of names, place, animals, or food that begins with the same sound of that letter. Let them try and come up with at least five words for each category. Then, as a class try and come up with a tongue twister using the words from the categories. Tongue Twisters Once they have gotten the hang of what alliteration is and how it works, then you can let them loose to try and create festive tongue twisters on their own. Extend the lesson by asking your students to illustrate a tongue twister or two. Let them use a dictionary and/or thesaurus to kick their twisters up to the next level of complexity. Here are a few Christmas tongue twisters to get you started: Crazy kids clamor for candy canes and Christmas cookies.Toy trains travel and toot along the track.Hal had happy holiday holly.Prancer presents pumpkin pies and presents.Chilly children cheer and chant on chilly nights.Santa sings silly songs about sleighs slipping supper fast in the sun.Tiny Tim trims the tallest tree with tons of terrific tinsel.Red-nosed Rudolph romps readily round ruby wreaths.Blitzer bobbles a billion brilliant bells.Santas super sleigh slips so swiftly through the snow.Shiny stars sparkle on silver sleighs.Ten tiny toy soldiers tinker with twenty toy trains.Santas stuffed sack sags and slumps. Edited by: Janelle Cox

USS Lexington World War Aircraft Carrier CV-2

Authorized in 1916, the US Navy intended USS Lexington to be the lead ship of a new class of battlecruisers. Following the United States entry into World War I, the development of the ship halted as the US Navys need for more destroyers and convoy escort vessels precluded that for a new capital ship. With the conflicts conclusion, Lexington was finally laid down at the Fore River Ship and Engine Building Company in Quincy, MA on January 8, 1921. As workers constructed the ships hull, leaders from around the world met at the Washington Naval Conference. This disarmament meeting called for tonnage limitations to be placed on the navies of the United States, Great Britain, Japan, France, and Italy. As the meeting progressed, work on Lexington was suspended in February 1922 with the ship 24.2% complete. With the signing of the Washington Naval Treaty, the US Navy elected to re-classify Lexington and completed the ship as an aircraft carrier. This aided the service in meeting the new tonnage restrictions set in place by the treaty. As the bulk of the hull was complete, the US Navy elected to retain the battlecruiser armor and torpedo protection as it would have been too expensive to remove. Workers then installed an 866-foot flight deck on the hull along with an island and large funnel. Since the concept of the aircraft carrier was still new, the Bureau of Construction and Repair insisted that the ship mount an armament of eight 8 guns to support its 78 aircraft. These were mounted in four twin turrets fore and aft of the island. Though a single aircraft catapult was installed in the bow, it was seldom used during the ships career. Launched on October 3, 1925, Lexington was completed two years later and entered commission on December 14, 1927, with Captain Albert Marshall in command. This was a month after its sister ship, USS Saratoga (CV-3) joined the fleet. Together, the ships were first large carriers to serve in the US Navy and the second and third carriers after USS Langley. After conducting fitting out and shakedown cruises in the Atlantic, Lexington transferred to the US Pacific Fleet in April 1928. The following year, the carrier took part in Fleet Problem IX as part of the Scouting Force and failed to defend the Panama Canal from Saratoga. Interwar Years Late in 1929, Lexington fulfilled an unusual role for a month when its generators provided power to the city of Tacoma, WA after a drought disabled the citys hydro-electric plant. Returning to more normal operations, Lexington spent the next two years taking part in various fleet problems and maneuvers. During this time, it was commanded by Captain Ernest J. King, the future Chief of Naval Operations during World War II. In February 1932, Lexington and Saratoga operated in tandem and mounted a surprise attack on Pearl Harbor during Grand Joint Exercise No. 4. In a harbinger of things to come, the attack was ruled a success. This feat was repeated by the ships during exercises the following January. Continuing to take part in various training problems over the next several years, Lexington played a key role in developing carrier tactics and developing new methods of underway replenishment. In July 1937, the carrier aided in the search for Amelia Earhart after her disappearance in the South Pacific. World War II Approaches In 1938, Lexington and Saratoga mounted another successful raid on Pearl Harbor during that years Fleet Problem. With tensions rising with Japan two years later, Lexington and the US Pacific Fleet were ordered to remain in Hawaiian waters after exercises in 1940. Pearl Harbor was made the fleets permanent base the following February. Late in 1941, Admiral Husband Kimmel, the Commander-in-Chief of the US Pacific Fleet, directed Lexington to ferry US Marine Corps aircraft to reinforce the base on Midway Island. Departing on December 5, the carriers Task Force 12 was 500 miles southeast of its destination two days later when the Japanese attacked Pearl Harbor. Abandoning its original mission, Lexington began an immediate search for the enemy fleet while moving to rendezvous with warships steaming out from Hawaii. Remaining at sea for several days, Lexington was unable to locate the Japanese and returned to Pearl Harbor on December 13. Raiding in the Pacific Quickly ordered back to sea as part of Task Force 11, Lexington moved to attack Jaluit in the Marshall Islands in an effort to divert Japanese attention from the relief of Wake Island. This mission was soon canceled and the carrier returned to Hawaii. After conducting patrols in the vicinity of Johnston Atoll and Christmas Island in January, the new leader the US Pacific Fleet, Admiral Chester W. Nimitz, directed Lexington to join with the ANZAC Squadron in the Coral Sea to protect the sea lanes between Australia and the United States. In this role, Vice Admiral Wilson Brown sought to mount a surprise attack on the Japanese base at Rabaul. This was aborted after his ships were discovered by enemy aircraft. Attacked by a force of Mitsubishi G4M Betty bombers on February 20, Lexington survived the raid unscathed. Still desiring to strike at Rabaul, Wilson requested reinforcements from Nimitz. In response, Rear Admiral Frank Jack Fletchers Task Force 17, containing the carrier USS Yorkt own, arrived in early March. As the combined forces moved towards Rabaul, Brown learned on March 8 that the Japanese fleet was off Lae and Salamaua, New Guinea after supporting the landing of troops in that region. Altering the plan, he instead launched a large raid from the Gulf of Papua against the enemy ships. Flying over the Owen Stanley Mountains, F4F Wildcats, SBD Dauntlesses, and TBD Devastators from Lexington and Yorktown attacked on March 10. In the raid, they sank three enemy transports and damaged several other vessels. In the wake of the attack, Lexington received orders to return to Pearl Harbor. Arriving on March 26, the carrier began an overhaul which saw the removal of its 8 guns and addition of new anti-aircraft batteries. With the completion of the work, Rear Admiral Aubrey Fitch assumed command of TF 11 and began training exercises near Palmyra Atoll and Christmas Island. Loss at Coral Sea On April 18, the training maneuvers were ended and Fitch received orders to rendezvous with Fletchers TF 17 north of New Caledonia. Alerted to the Japanese naval advance against Port Moresby, New Guinea, the combined Allied forces moved into the Coral Sea in early May. On May 7, after searching for each other for a few days, the two sides began to locate opposing vessels. While Japanese aircraft attacked the destroyer USS Sims and oiler USS Neosho, aircraft from Lexington and Yorktown sank the light carrier Shoho. After the strike on the Japanese carrier, Lexingtons Lieutenant Commander Robert E. Dixon famously radioed, Scratch one flat top! Fighting resumed the next day as American aircraft attacked the Japanese carriers Shokaku and Zuikaku. While the former was badly damaged, the latter was able to take cover in a squall. While the American aircraft were attacking, their Japanese counterparts commenced strikes on Lexington and Yorktown. Around 11:20 AM, Lexington sustained two torpedo hits which caused several boilers to be shut down and reduced the ships speed. Listing slightly to port, the carrier then was struck by two bombs. While one hit the port forward 5 ready ammunition locker and started several fires, the other detonated on the ships funnel and caused little structural damage. Working to save the ship, damage control parties began shifting fuel to correct the list and Lexington began recovering aircraft that were low on fuel. In addition, a new combat air patrol was launched. As the situation aboard began to stabilize, a massive explosion occurred at 12:47 PM when gasoline vapors from the ruptured port aviation fuel tanks ignited. Though the explosion destroyed the ships main damage control station, air operations continued and all of the surviving aircraft from the mornings strike were recovered by 2:14 PM. At 2:42 PM another major explosion tore through the forward part of the ship igniting fires on the hanger deck and leading to a power failure. Though assisted by three destroyers, Lexingtons damage control teams were overwhelmed when a third explosion occurred at 3:25 PM which cut off water pressure to the hanger deck. With the carrier dead in the water, Captain Frederick Sherman ordered the wounded to be evacuated and at 5:07 PM directed the crew to abandon ship. Remaining aboard until the last of the crew had been rescued, Sherman departed at 6:30 PM. All told, 2,770 men were taken from the burning Lexington. With the carrier burning and wracked by further explosions, the destroyer USS Phelps was ordered to sink Lexington. Firing two torpedoes, the destroyer succeeded as the carrier rolled to port and sank. Following Lexingtons loss, workers at the Fore River Yard asked Secretary of the Navy Frank Knox to rename the Essex-class carrier then under construction at Quincy in honor of the lost carrier. He agreed, the new carrier became USS Lexington (CV-16). USS Lexington (CV-2) Fast Facts Nation: United StatesType: Aircraft CarrierShipyard: Fore River Ship and Engine Building Company, Quincy, MALaid Down: January 8, 1921Launched: October 3, 1925Commissioned: December 14, 1927Fate: Lost to enemy action, May 8, 1942 Specifications Displacement: 37,000 tonsLength: 888 ft.Beam: 107 ft., 6 in.Draft: 32 ft.Propulsion: 4 sets of turbo-electric drive, 16 water-tube boilers, 4 Ãâ€" screwsSpeed: 33.25 knotsRange: 12,000 nautical miles at 14 knotsComplement: 2,791 men Armament (as built) 4 Ãâ€" twin 8-in. guns, 12 Ãâ€" single 5-in. guns Aircraft (as built) 78 aircraft Sources DANFS: USS Lexington (CV-2)Military Factory: USS Lexington (CV-2)US Carriers: USS Lexington (CV-2)

The Human Frame With Drugs - 1326 Words

â€Å" The doctor of the future will no longer treat the human frame with drugs, but rather will cure and prevent disease with Nutrition†1 Children are like plants as we care the plant they grow and become tree and serve us with fruits. In similar way children requires a special care to grow, as they are future of Nation and although they are most vulnerable age group that they can easily affected by any alteration or fluctuation in their nutritional status. The children requires more energy as compare to others because they utilize most of their energy in activities like playing, jumping, studying and in growth and development. This energy is provided to us by food or diet. Diet is what we eat, drink daily. Healthy or balanced diet is key of good health. Balanced diet is made up of all food elements in right proportion. These elements are known as Nutrients. Nutrients are substances that are essential part of healthy diet and perform different functions. These nutrients ar e carbohydrates, proteins, vitamins, minerals, fats and water. Every nutrient has special and specific function and they cannot replace each other. There is a great relation of food with our body. Food is the primary necessity of life. Life cannot be sustained without an adequate nourishment. Our body perform several activities voluntary and involuntary. There is no single moment of life when the body is completely at rest and does not require energy. EvenShow MoreRelatedEssay on New Hire Orientation: A Case Study1740 Words   |  7 PagesLisa Layne Essentials of College Writing COMM/215 Oleah Morris January 28, 2013 New Hire Orientation: A Case Study Companies big and small develop programs that deal with recruitment and training of new hires. â€Å"A vital component of a firm’s human resource management is in its new hire orientation program† (Dunn amp; Jasinski, 2009, p. 115). The process must be organized and comprehensive. Providing a structured, and well thought out orientation, will prepare new hires for the challenges heRead MoreMental Health Service Delivery Models1146 Words   |  5 Pagesand care institutions. Asylums and public hospitals located far away from society. In medical service there was no effective medicines at this stage. Mental health service delivery was inappropriate and violation of human rights was a critical part of this service. Violations of human rights and discrimination significantly experienced by people with disability, children’s, women, rural area population and prisoners (Holmes, 2016). Violations includes, people kept naked, forced to medicine, shockRead MoreThe Pro mise of Sociology by C. Wright Mills875 Words   |  3 Pagessociety. A person can become homeless for many reasons: a family member throws them out of their home because they do not contribute financially, or they become incapable of caring for themselves due to mental illness, or they become addicted to drugs and lose their home trying to support their habit. These are a few examples of personal troubles which most would think are brought about by the individual alone and therefore can be solved by them. But, when using sociological imagination, one canRead More The Promise of Sociology Essay876 Words   |  4 Pagessociety. A person can become homeless for many reasons: a family member throws them out of their home because they do not contribute financially, or they become incapable of caring for themselves due to mental illness, or they become addicted to drugs and lose their home trying to support their habit. These are a few examples of personal troubles which most would think are brought about by the individual alone and therefore can be solved by them. But, when using sociological imagination, one canRead MoreAvian Flu Issues And The Flu1559 Words   |  7 Pagesinfected poultry to humans either via the infected bird its self or its fecal matter. This strain of flu is more serious then the normal seasonal flu strains that come around, and for this reason increase the chance of this disease becoming an epidemic. This flu strain is more dangerous because as it spreads to a new species, such as humans, for a host then it is more likely to mutate and become more likely to pass human to human, or ju st become more deadly for its hosts. All human cases of avian fluRead MoreAnimal Testing Should Be Banned1151 Words   |  5 Pages Less than 2% of human illnesses are ever seen in animals. Over 98% never affect animals. 92% of drugs passed by animal tests fail when first tried on humans because they’re useless, dangerous or both. Humans and animals are very similar to one another. Like humans they have similar systems in the body and at times it tends to react the same a human would. The animals that are used in research are mice, rats, rabbits, guinea pigs, primates, dogs, cats, cows, fish, and birds. Almost all of theseRead MoreThe Diagnostic And Statistical Manual Of Mental Disorders1504 Words   |  7 Pagessubstance use disorder states that the drug taking behaviour is a result of imbalance between three interacting but separate neural systems. The amygdala- striatum, the prefrontal cortex and the insular cortex. The amygdala-striatum, system is responsible for automatic and habitual behaviours. The prefrontal cortex is also involved this area with respect decision making, that is being able to forecast consequences of certain behaviours with regards to drug use, and the insular cortex that is locatedRead MoreConflict Analysis : Mexico And Central America1687 Words   |  7 Pages In this paper, I will focus on Policy Issues through Conflict Analysis in Latin America. First, I will talk about the differences and critiques in the Merida Initiative: Mexico and Central America. Then, I will focus on â€Å"Drug War†: Lenses, Frames, and â€Å"Seeing† Solutions. I will then talk about, â€Å"conflict analysis ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬, a lens for viewing conflict that brings into focus a multilevel, integrative diagnosis of the violence in Mexico and supports recent evolutions in Plan Merida toward a more holisticRead MoreThe Right Of Assisted Suicide Essay1615 Words   |  7 PagesThe right to assisted suicide is a huge topic that worries humans all around the usa. The debates go from side to side approximately whether or not a death patient has the proper to die with the assistance of a physician. some are in opposition to it due to religious and ethical motives. Others are for it because of their compassion and respect for the dying. Physicians are also di vided on the issue. They differ where they area the line that separates alleviation from death--and killing. for manyRead MoreNature Of The Drug Store1008 Words   |  5 Pagesâ€Å"Nature to the drug store† is an interesting phrase to describe the series of steps a drug undergoes before it is brought to the consumer. When one thinks of the nature aspect of a drug, they might think of natural sources from plants and/or animals. Although this is true, †¦ Professor Akala recalls as a student having to go to the bush to collect plants to extract them in lab. He also recalls that insulin used for diabetes was taken from pigs in his time. Now, he states, â€Å"insulin is being extracted

Basic Marketing Principles of Malaysian Airlines - Free Solution

Question: Describe about Concept and process of marketing, Concepts of segmentation, targeting and positioning, and Marketing mix in different contexts of Malaysian Airline? Answer: Abstract This report will contain in depth analytical and descriptive information on Malaysian Airline in perspective of marketing processes and practices in existing and potential scenario that involves segmentation, targeting and position strategies. This report will focus on current scenario of Malaysian Airline and identified tragedies happened with MH17 and MH370. Considering these bad incidents that impacted on overall brand reputation of Malaysian Airline along with impact on market share this report will discuss on how the airline will redefine, design and develop its new product and service to create more competitive advantage in existing and potential market. The report will present information on best possible option in terms of new product and service development and their marketing strategies to target customers and regain market share. The entire report will divide in four sections and multiple sub sections that will present marketing strategies and problem addressing approach / practice of the Malaysian airline. Getting Tired of Never-Ending Assignments? Hire an Expert from MyAssignmenthelp and Get the Necessary Assignment Help at a Reasonable Rate. Introduction Malaysian Airline is one of prestigious airline brand in airline industry that provides their services in 80 destinations worldwide with larges workforce. Each day around 37,000 passengers travel through Malaysian airline. The Malaysian airline has gained its market and brand reputation because of its excellence service, hospitality practice, warmth and friendliness culture. In the below sections and subsections covered difference marketing process and strategic approaches in perspective of identify and introduce solution in against of existing and potential problem which reflect less control on air traffic management practices and safety concerns. The report will focus on marketing communication practices and elements of marketing process in terms of enhance the overall presence of Malaysian Airlines. 1. Concept and process of marketing 1.1 Concept and element of marketing process American marketing association has defined concept of marketing as set of activities, processes, creation, communication, offers and share values for customers, clients, stakeholders and society. Similarly, Kotler defined marketing as set of social and managerial processes which provide values in the form of products and services that cater individuals and groups wants and need. On the basis of above concept of marketing that presented by AMA and Kotler indicate and focus of customers and markets need and want through different set of social and managerial processes to cater products and services. With respect to above concepts the Malaysian Airlines which is one of largest airline and provide range of service in overall 80 destinations in worldwide. Every day near about 37,000 passengers are travelling through Malaysian airline. To develop its brand value and market competitive presence the Airline focus on warmth and friendliness culture, impressive hospitality, quality service. The best cabin crew, unique Malaysian hospitality, culture helps to communicate its value based services for its target market. Difference set of processes Malaysian Airline has introduced to defined its values based services and communicate same to its customers. (Ama.org, 2014) Below points define strengths, weaknesses, opportunities and threats of Malaysian Airline in perspective of marketing strategy: Strengths Malaysian prestigious and quality hospitality. Worldwide presence and covered 80 destinations in worldwide presence along with provide platform to travel 37,000 passengers each day. Effective and efficient marketing communication practices and processes Support from Malaysian government Customers centric approach Weakness Unwanted past events that involves planes crashed that impacted overall brand image of Airline and reflect lack of operation control system. Depending on international moving traffic Limited market share Opportunity More expansion scope to have or increase market presence that impact on market share Focus and introduce more domestic and international route to cover more destination Enhance airport facility services Threats High amount of expenses of fuel and continuous increase of fuel price Rapidly change in government rules and regulations The above identified key strategic practices and processes explained marketing activities of Malaysian Airline. The modern concept of marketing focuses on customers oriented strategies and practices. The major activity of marketing is to identify customers, communicate them about products and service by identifying their want and need. Similarly, Malaysian Airline has identified customers' preference during travelling that includes hospitality services, security and safety and more destinations. The organization is continuously focusing on all these parameters and trying to arrange excellence service for their target market. (Sagar, 2014) 1.2. Cost and benefits of market activities Many marketers supported and justified how marketing activities is essential important for any brand building and maintaining that brand in existing and potential markets. Simultaneously, these marketing activities define and design in such manner that will provide larger customer satisfaction and communicate value based products and services that company is catering. In case of Malaysian Airline, there was happened some bad event / tragedies with flight MH370 MH17 back to back in last six months. However this airline created good brand image in terms of their services practice and overall culture strategies. Generally in such cases plane crashed, airline prefer rebranding option but here due to back to back two cases and high amount of loss in terms of plane cost, confidence of their existing and potential customers, overall volume of sales and all impacted badly the Malaysians business. Here, the company needs to market and communicate their customer about key highlight of future approach and practice of Malaysian airline to prevent such incidents to regain market share and customers confidence. The Rebranding strategy is little challenge as this carry high cost. But through high amount of marketing strategies the Malaysian airline can achieve their targets: Creation of new advertisement message that include preventing steps and assure more safety. Continue with Warmth and friendliness culture. Focus on hospitality management and also focus on services that cater in airport area. 2. Concepts of segmentation, targeting and positioning 2.1. Macro and micro environmental factors that influence marketing decisions Malaysian airlines systems have faced huge challenges due to many factors such as full-service carrier airline companies in other countries. Micro environment factors: Competitors are the major issue in high edge of competitiveness. Porters five forces To evaluate the micro-environment of Malaysian Airlines systems, the Porters method would be used: Threat of new entry: Malaysian airlines systems have not been impacted by new threats for the international phase because the company has been able to sustain for long term. There could have chances of new entrants in the market because these mergers might provide competitive offers to their customers. Customer bargaining power: The selection of customers for choosing the airlines are preferable with variety of offerings and customers have high power of bargaining to fly at the price they are willing to pay. Suppliers power: Malaysian Airlines had bought a few aircrafts from airbus and Boeing and Airbus has high power towards their customers because they monopolize for a very long time and offers high quality safety measures. Substitutes: Travelling through air is environmental friendly and saves high time. Competitive rivalry: Malaysian Airlines offers attractive promotions and discounts to their customers to survive in the competitive world. Customers The airline industry is full of operators from many locations and no company has a monopoly on flights. Thus, Malaysian Airlines should focus on the customers behavior and demand. Macro environment Pest factors would relate to macro environmental analysis. Political factors: Malaysia has attractive travel places and government promotes and manages the tourism assets to implement policies and legislations. Economic factors: Malaysia has been categorized as a developing country and the purchasing power of the people has been stressed by many other competitors. Social factors: Government has implemented major ways to boost the industry in maintaining the attractiveness for excellent hospitality. Technological factors: Malaysian Airlines offers online services for their customers to book the tickets online and to offer packages such as bookings of hotels etc. Malaysian Airlines has also been offering excellent and digitalized screen that consists of movies, music etc. Demographic environment Population has a huge impact on the sales of Malaysian Airlines and the increase in the number of population also impacts the sales. At the same time, the demand of the product also increases. (Thakor Mistri, 2012) 2.2. Segmentation Market targeting is a marketing concept that helps marketer to meet the market goals into success. Market segment is divided into different areas known as geographic, psychographic and demographic segments. Demographic segmentation: According to demographic research, the average age of passengers of Malaysian Airlines is 14.6 years and it ranges from 25 years and above. Most of the passengers possess high income to use the services and business people travels all the time. Geographic segmentation: Quantas Airways follow the Kangaroo route that offers flights from Europe to Australia as well as New Zealand gateways with respect to Kuala Lumpur international airport within 4-5 hours. (Nag, et.al, 2007) 2.3. Targeting strategy With the entry of low cost carriers, the competition for the full service airlines likes Malaysian Airlines increased so that the company can segment its market and target only high class premium business level customers for whom luxury is most important and the customers who are not concerned about their budgets. The company should focus on differentiated marketing so that the company could be able to retain the targeted customers. Very low cost product differentiation will help Malaysian Airlines to succeed at a very low cost and this will provide them best experience and the customer will also agree to pay the price for the superior services. 2.4. Buyer behavior affects marketing activities Consumer tastes and preferences influence customers to purchase the products and consumer behavior theories are developed within cultural contexts by studying the behavior of people within each country. Social factors could be elements that comprise the term motivation and also influence by the motivating agent. Customer satisfaction and loyalty are major factors that impact customer behavior. Psychological factors include the level of trust and the influence of social and cultural factors are major constraint. Buying behavior is made up of internal and external factors that explain the consumers buy certain products. Two supply and demand circumstances can impact the type of marketing for Malaysian Airlines products when the product is in high supply and demand is scarce or when the product is scarce but there is a high increase of demand. (Vogt, 2015) Example: By having the customers sign up to a face book page, one can interact on a personal matter. The advertisements help the company to run in a competitive edge. 2.5. New positioning for Malaysian Airlines Malaysian Airlines could position itself with the targeted strategy and positioning strategy. The company can build its brand image in the minds of consumer and with respect to high quality products. To gain the competitive edge, the company can develop the cost leadership strategies involved in the transformation plan. This way, the company can gain the competitive advantage to improve the experience and to make the decisions with respect to price. The competitive strategy could be developed with an intense competition and Malaysian Airlines is strongly pushed by low cost carriers with low fares. This way, it would be able to improve the product quality and services at low cost. (Wong Musa, 2011) Positioning strategy: By being the first to maintain the unique place in the minds of the consumer For example: Miller Lite was not the first light beer but it was known to be placed as a light beer. Similarly, Lowenbrau was the popular German beer in U.S. but Becks beer was placed as a unique place with the help of advertisement. 3. Individual elements of marketing mix 3.1 New product and service The new product and service development completely depend on move or step towards existing problem solving characteristics. The existing and major problem associate with last tragedies happened with Malaysian airplane MH370 and MH17. So, the possible move in terms of product development should be related with more safety and security system for passengers and planes. With respect to all scenarios the best possible new product would be effective and efficient aircraft tracking capabilities and system, new enhancement in overall communication system between airlines and air navigation services operators, Range of technology enhancement to make more effective aircraft tracking process and global air navigation infrastructure. Through these product and services enhancement and development the Malaysian airline will be achieve their vanished brand reputation. Safety and security is prime concern for travelers. So, system and process to create more effective and efficient safety and securi ty of plane and travelers create competitive advantage in coming future. (Withley, 2015) 3.2. Distribution is arranged to provide customer convenience Customer satisfaction helps to get the highest level of success. With high level of service, total customer satisfaction and loyalty increases by the company. Thus, the unique development of solution meets the customer needs and relates the recommended customer satisfaction activities to business goals and objectives. The major strength is to serve excellent ambassadors on behalf of the customers. The common approach of customer satisfaction measures the products or service by the company to meet the needs and expectations of customers. Customers might get dissatisfied with the products or services offered by Malaysian airlines for variety of reasons. (Bolton Tarasi, 2015) 3.3. Prices are set to reflect an organization objectives and market conditions The major reason of price setting is to explore the pricing methods that service companies adopt in terms of setting the prices along with the service. This will influence the organizational as well as environmental characteristics. To achieve the objectives, the data and information could be gathered via personal interviews and observations in 170 companies operating in multiple sectors. 3.4. Promotional activity is integrated to achieve marketing objectives To establish the objectives and budgeting for the promotional plan, there is a huge importance of objectives with respect to planning and decision making. Objectives are specific, attainable, measurable, realistic and quantifiable. It is stated in the marketing plan and is understood with the marketing plan. Experimental objectives such as sales and market share increases success of the business. Therefore, the time given for reaching the objectives should be practical and achievable. (Sway, 2015) 3.5. Elements of extended marketing mix The marketing mix is the mixture of marketing activities that the relation is associated with the association to meet the needs of the targeted market. Thus the marketing mix could consist with 4Ps such as: Products are produced with high quality that could fit the needs of the consumers and Malaysian Airlines offers huge range of services at low cost depends on the market segment. The support of marketing of the products is based on the appropriate promotional as well as advertising strategies. Thus, the elements of marketing mix such as product, price, place and promotion enables to meet the target goals and satisfy the needs of the customers. The three extra Ps such as physical evidence, process and provision of culture also are relevant to meet the service mix such as: The physical evidence was not very important to the consumer but in todays modern world, consumers come into contact with products or services and expect high level of quality. They also expect good volume of presentation. Provision of customer service depends upon service industries and customers are loyal to serve them well. The queries are handled properly with the face to face interaction and this way, the company is able to maintain strong customer relations. Process: This is associated with customer service and it makes an organization effective. Therefore, the marketing mix should be relevant in service industry to meet the needs of the customer. (Wong Musa, 2011) 4. Marketing mix in different contexts 4.1. Plan marketing mix for two segments Market segment refers to the major activity in the process of marketing. It can be identified on the basis of consumer characteristics and Malaysian Airlines could use two different segments of market with respect to wealth and the level of customers is price conscious. Target market does not end with segmentation and it refers to aimed at the segment. Thus, the segmentation strategy will be dependent on income based and price consciousness. It should be designed to meet the needs of an individual where the customers will be able to pay the air fares successfully. Many of the consumer market segmentation can be applied so that the manager can implement its own plan. The two narrow segments help to tailor the needs. Objectives and issues in one consumers packaged products category will be helpful to reach the success. The introduction of new products to replace the existing product could harm the marketing mix. (Icao.int, 2015) 4.2. Differences in marketing products and services Business marketing is the major concern of marketing the product as well as service to the other companies and use the product in combination of used products in the process of business. Consumer marketing is direct marketing based on an individual and consumer. It is essential to use both the types of marketing where issues could be different. Thus, the selected target market and their choices like price, promotion, and distribution are dependent on those target segments. The nature of business purchase is influenced by decision makers and professional buyers. 4.3. International marketing differs from domestic marketing The terms known as domestic and international marketing are interchangeable at the present scenario. When talking about marketing theories, international marketing is the stage in the evolution of global marketing. Domestic marketing: Companies manufacture goods and sell those goods within the country itself. So, there is no phenomenon of international marketing in it. International marketing: International marketing refers to the company that sells products to multiple countries and the approach is called as polycentric that makes different products for different countries. (Gundlach, 2007) Therefore, the major difference between the international as well as domestic marketing is that the global business instead of operating different products to different countries increases and provides a single product to the globe. (Oyewole, Sankaran Choudhury, 2007) Conclusion In conclude, The Malaysian Airline is well known and reputed Asias largest airline brand but due to some tragedies and bad events back to back with MH17 and MH370 the organization is facing challenge to retain its market share and brand image. The report indicate that best possible solution against these problem will be introduce and enhance more control, security and safety system to create effective and efficient traffic tracking, plan and navigation of plane. In existing scenario the key marketing strategies should be based on create awareness and assure customers for more safety and security in terms of travelling through Malaysian Airline. References Ama.org. 2014. About AMA: Marketing. Retrieved from https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx Bolton, R. Tarasi, C. 2015. Managing customer relationships: Chapter 1. Ball, D.A. et al, (2003), International Business: The Challenge of Global Competition - ninth edition, Boston: McGraw-Hill/Irwin, p. 478. Brown, J. R., Dant, R. P. (2009). The theoretical domains of retailing research: a retrospective. Journal of Retailing, 85(2), 113128. Cravens, D. W. (2000). Strategic marketing (6th ed.). Sydney: Irwin McGraw-Hill. Crawford, M., Di Benedetto, A. (2008). New products management, 9th edn. McGraw Hill/Irwin. Holt, D.B., Quelch, J.A., Taylor, E.L., (2004), How Global Brands Compete, Boston: Harvard Business Review. Hunt, S. D. (2002). Foundations of marketing theory: Toward a general theory of marketing. Armonk: M. E. Sharpe Inc. ELMAR (2009). 2009 Mahajan Award for Lifetime Contributions to Marketing Strategy Research, https://ama-academics.community zero.com/elmar?go = t990773 Financial Times (2005). The big gamble: Airbus rolls out its new weapon in its battle with Boeing. Financial Times (January 17), p. 11 Foglio, A. And Stanevicius, V., (2007), Scenario of glocal marketing as an answer to the market globalization and localization. Vadyba/Management, available online at: https://www.leidykla.vu.lt/fileadmin/Vadyba/16-17/40-55.pdf Gundlach, G. T. (2007). The American Marketing Associations 2004 definition of marketing: Perspectives on its implications for scholarship and the role and responsibility of marketing in society. Journal of Public Policy and Marketing, 26, 243250. Icao.int. 2015. Second high level safety conference 2015: Planning for global aviation safety improvement. International civil aviation organization. Jain, S. C. (2000). Marketing planning strategy (6th ed.). Cincinnati: South-Western College Publishing Kalakota, R., Robinson, M. (2001). e-Business 2.0: Roadmap for success (2nd ed.). Boston: Addison-Wesley Professional. Khondker,H.H., (2004), Glocalization as Globalization: Evolution of a Sociological Concept Bangladesh e-Journal of Sociology, Vol. 1. July, available online at: www.bangladeshsociology.org/Habib%20-%20ejournal%20Paper%20GlobalizationHHK,%20PDF.pdf Kotler, Ph. et al., (2009), Marketing Management European Edition. Harlow, England: Pearson Prentice Hall Publishing, pp. 467 468. MacKenzie, S. B. (2003). The dangers of poor construct conceptualization. Journal of the Academy of Marketing Science, 31, 323326. Marketing News. (2004). AMA adopts new definition of marketing. Marketing News, 38, 1. Merwe, R. V., Berthon, P., Pitt, L., Barnes, B. (2007). Identifying theory networks: identifying pivotal theories in marketing and their characteristics. Journal of Marketing Management., 23(34), 181206. Mick, D. G. (2007). The end(s) of marketing and the neglect of moral responsibility by the American Marketing Association. Journal of Public Policy and Marketing, 26, 289292. Nag, R., Hambrick, D. C., Chen, M. J. (2007). What is strategic management, really? Inductive derivation of a consensus definition of the field. Strategic Management Journal, 28, 935955. Oyewole, P., Sankaran, M. Choudhury, P. 2007. Marketing airline services in Malaysia: A consumer satisfaction orientation approach. Innovative marketing. 3 (1), Quelch, J.A., (2003), The Return of the Global Brand, Boston: Harvard Business Review, August Issue Reibstein, D. J., Day, G., Wind, J. (2009). Guest editorial: is marketing losing its way? Journal of Marketing, 73, 13. Sagar, N. 2014. What is marketing: Kotlers definition of marketing. What is marketing concept. Schiffman, L., Lazar Kanuk L., (2009), Consumer behavior 9th Edition. New Jersey: Pearson Prentice Hall Publishing, pp. 471 472. Slater, S. F., Olson, E. M. (2001). Marketings contribution to the implementation of business strategy: an empirical analysis.Strategic Management Journal, 22, 10551067. Suroweicki, J. (2009). Hanging tough. The New Yorker, (April 20), 35. Sway, E. 2015. Malaysia Airlines under strategic management: Academia.edu Thakor, C. Mistri, K. 2012. A study in the consumer behavior: Concerning service quality and various dimensions of services provided by airlines services. 1(20) 73 Vargo, S. L., Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 117. Vogt, C. 2015. How the buyers behavior affects marketing activities: Marketing strategies. Walker, O. C., Mullins, J. W., Boyd, H. W., Larreche, J-C. (2006). Marketing strategy: A decision focused approach, 5th edn. McGraw-Hill/Irwin. Wilkie, W. L., Moore, E. S. (2007). What does the definition of marketing tell us about ourselves? Journal of Public Policy and Marketing, 26, 269276 Withey, F. 2015. CIM course book marketing fundamentals: The development of marketing and marketing activities. Wong, K. Musa, G. 2011. Branding satisfaction in the airline industry: A comparative study of Malaysia Airlines and Air Asia. Academic journals. 5 (8), 10-23.