Managing Customer Relationships in Thailand Airline Industry

Executive Summary Over the past few decades, the worldwide airline industry has been grappling with some major challenges. Just a few of them are: the aftermath of September 11th attack in the US, the ever increasing and fluctuating world oil prices, the effects of the devastating global economic downturn, as well as political and social upheavals experienced in different parts of the world, particularly in the Arab countries over the decades.Advertising We will write a custom report sample on Managing Customer Relationships in Thailand Airline Industry specifically for you for only $16.05 $11/page Learn More It is this challenge that has left most airlines with dwindling margins against rising costs of operations. One way to deal with these challenges is to employ mechanisms to ensure maximum profitability and improved income with minimal or no wastage at all. But to be successful in the long run, companies should have strategies that must improve custo mer relations (Suriya 2009). To attract, acquire, serve and effectively retain the customers, is the best approach to recover from the effects of these financial challenges. This is why the use of customer service management has become a critical part of any company that wants to build a strong customer loyalty and beneficial relationship. The application of CRM to the airline industry has been on for a long time. However, the service has always been exclusive to first class and business passengers leaving the rest of other passengers without any services of such type (Jiang 2003). It has become clear that the only way to build long lasting customer relations in phase of the foregoing challenges is to ensure that companies employ more focused customer relations management that cuts across all the clients according to their demands. Recently, the challenges accruing from the changing economy, as well as the adoption of e-business are significant challenges that will also be examined here. This last aspect has been the driving factor behind the application of e-CRM, a component that is also described here (IBM Corporation 2008). Industry Overview There is no doubt that the invention of air travelling has not only collapsed the globe but has also contributed significantly to the exotic experience that has allowed the masses to move conveniently and do much business across the globe. It started from the recorded history of the activities of 1930s.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More It was however in 1952, when the airplane and commercial travel as we know it today was realized. This was after the Board of Directors at Boeing Company authorized the manufacture of the first jet airplane, the project 367-80 and which we also know as 707 (Airline monitor 2006). This was the first successful commercial airplane and its success has led to the replacement of the sh ip, as well as the craft, as the means of choice for mass transport across continents (Airline monitor 2006). This merger was a mutually beneficial one in which the SAS contributed as mush as 30% of the initial capital, expertise and training to the Thai Airways company. To date, Thai Airways International Public Company (THAI) is the leading airline in the industry and it is wholly owned by the Thai people. It is the major carrier in the international and regional front (eTN 2009). Other airways mainly flying or operating domestic flights in Thai include the Nok Airways, Bangkok Airways, Business Air, Happy Air, Solar Air and Thai Air Asia among others (Thai Technic.com n.d.). Customer Relationship Management in the Thailand Airline Industry-Current state of affairs The program must ensure personalized attention to the customer and has to be consistent, proactive and experienced in all the points of contact between the airline and its clientele. It is also of great importance that any such endeavor must be an organization wide approach to secure the interest of all the clientele of an airline. The employees of an airline organization must be empowered to deliver an ultimate unforgettable customer experience. It is imperative the Thai airlines must be prepared to handle all its customers right, the first time, every time and at any place or point of touch with the airlines (Suriya 2009). Figure 1 illustrate the Key Elements of CRM Architecture. Advertising We will write a custom report sample on Managing Customer Relationships in Thailand Airline Industry specifically for you for only $16.05 $11/page Learn More Figure 1: Key Elements of CRM Architecture (Munusamy et al. 2011) Objectives The application of CRM in the Thai Airlines can help ease the cash drought and the ever increasing competition from major international airlines. The year 2010 saw a reduction in the profitability of most airlines all across Thailand. The culprits of this fall were the political clashes which resulted in the entire major airways; Thai airways international PLC, Airport of Thailand PLC, recording reduction and falling number of passenger travels. Moreover, shutdown of the European airspace in April 2010 buttressed this situation. The country recorded about 7% decline in flights to India according to Phromchanya and Setthasiriphaiboon (2010). At the same time, declines were reported on flights to China, South Korea, and Japan. This decline saw the introduction of some strategies to help protect the industry from further losses. The strategies included special ticket deals, and reducing the frequency of some routes. In the same year, the Thai air traffic had targeted a growth rate of 10% and which was really affected by the unfolding events. In spite of this, the year 2012 was expected to be a good year for improved tourism activity in Thailand as reported by Wood (2012). The countries’ economy was expected to bounce back from the effects of the man made and natural disasters of 2010. To ensure a responsive airline in Thailand, the airlines need to embrace CRM. Specifically this development will ensure the following objectives. To ensure revenue improvement for the airlines. To ensure savings best running of CRM. To ensure collaboration among all the players in the airline sector that will result in stability and profitability (Jiang 2003). Strategy Adoption of the CRM in Thai Airline industry must be based on a strategy that takes into account the challenges of dwindling fortunes, the fluctuating world oil prices, the fierce competition from other international players in this field, as well as the understanding the challenge put forward by the fact that customers are being spoiled having an access to a broad choice with a more flexible system that can easily allow them to defect from one airline to another (IBM Corporation 2008). The following strategic adjustments are bound to bring about the b est success for the Thailand airlines. The first strategy should be to embrace the Information technology and World Wide Web to ensure that customers can book and make enquiries about the airlines 24 hours a day.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This will reduce the sales cost by eliminating the travel agents. The last strategy is to embrace the usage of e-CRM to help attract retain customers and improve customer loyalty (IBM Corporation 2008). The Drivers of CRM The business environment will continue to be fierce The business environment for the airline industry has been froth with numerous challenges that has revealed the fierce nature of the competition that the airline companies must sustain in order that they stay in business. From the ever fluctuating prices, the increasing competition from world’s major airlines and the open business environment, Thai Airline industry operates against a backdrop of major challenges. These challenges force the Thai Airlines to be prepared to learn and track the needs, behaviors and the lifestyle of their clientele. It is only by using this information for value positioning that the Thai Airlines would be able to attain customer loyalty. This information will also ensure selecti ve competitive advantage and unique positioning all necessary to thrive against the competition. This calls for deeper application of the CRM within each organization (IBM Corporation 2008). The cost of attracting and Retention of customer loyalty gets exorbitant As it has been mentioned previously, the e-business and the new economy have bred challenges to the airline businesses across the globe. It is this heightened activity that has left many airlines putting in place all manner of plans to woo and keep their customers.. According to Chen and Popovich (2003) a company loses 50% of its customers after every five years. This indicates that companies are always at a state of flux which involves attracting new customers every so often. In the same report, Kalakota, reports that it takes 5 to10 times more resources to acquire a new customer as it would take to keep old ones (Chen Popovich 2003). This is a clear reason for encouraging companies to retain customers based on long term relationship as opposed to always looking for new ones. More challenging is the fact that the recent developments in the liberalizations of the airline industry that begun from the early 1970, has led to customers wielding real customer power that leaves the airline companies with no choice but to put in place mechanisms to retain their customers if they wish to stay afloat leave alone to thrive. Customer relations therefore remain key to ensure airline growth and this is the very reason Airlines in Thailand can no longer ignore the CRM approach (Airline Monitor 2006). Developments in information Technology has led businesses to afford use of CRM effectively The changes in the information technology front have made the actualization of CRM such as challenging task for many organizations. At the same time, this change may be considered a fundamental advantage in leveraging on old customer relation strategy that if effectively employed, would result in improved sales and profitability for the airline industry. In any given trip, a traveler is likely to have multiple interactions with the representatives of an airline company with each interaction giving the traveler a chance to judge the level of service offered to them by the airline (Suriya 2009). All these interaction points make uniform and consistent delivery of awesome customer experience even more challenging. This can effectively be resolved by creation of customer contact centers as avenues to ensure excellent customer experience, the first time, every time, and at all points of interaction in all areas (Hutchinson 2012). Some of the possible advantages of the CRM in the airline industry are captured in the figure 1 below adopted from (Phisanu and Piyarat 2010). Figure 2: Benefits of a CRM Strategy (Case Study 2008) Leveraging CRM to e-CRM As companies strive to move from CRM to e-CRM, the swift is likely to bring gains for the Thailand Airline industry. Specifically, e-CRM is likely to reduce customer defection, as it allows for more efficient handling of the customer while at the same time allows for their complaints to be handled in real time through the customer contact centers. Second, a company is able to achieve increased competitive differentiation and value positioning that is unlikely to be aped by others. This is possible as the company personalizes each customer experience in a way that is unique to customers’ satisfaction. The airlines will be able to improve brand image, experience high customer loyalty and thus rank in more income. This improvement comes as the increase in a companies’ market share, as well as a healthy bottom line (Hutchinson 2012). Successful CRM and e-CRM Strategies in the Thailand Airline Industry Airlines and any other businesses for that matter have a chance to ensure improved attraction and retention of customers if only they allow all the activities to be customer centric. This includes their operations, strategies and all are as of business. Thailand Airlines might use the model below that shows the various interactions between the various micro and macro-environments in which the airlines operate (Case Study 2008). Figure 3 Airline e-CRM system model Drivers of change in the Thailand Airline Industry and implications for  Changes in CRM strategies over the next three years As we approach the next few years we can only say that the appreciation of CRM as a customer attraction and retention model within the airline industry has just begun. The challenge is unparalleled, but Thai Airline has done well to apply this concept in the face of the very many challenges they face. The key drivers of change within Thailand’s Airline industry can be summarized as: The desire to better connect customers to the airline more conveniently. To utilize the digital information sharing that leads to reduced cost of sales and overheads. The desire to compress place and time for customers. Last is the need to have CRM updated in real time (aMaDEUS 2012). And with these changes Thai Airlines can be prepared to fly high and compete even with the worlds’ best airline companies. Figure 4. Source; (Munusamy et al. 2011) The Future CRM focus activities in Thai Airlines for the next three years Based on the key drivers listed here, there is an emerging trend in the nature of activities that shall be the mainstay of the implementation CRM strategies in the Thai Airline Industry. Facing fears competition due to the rapid changes, occurring in the Thai Airline industry, the major players have very limited time within which to respond to theses challenges or else face dire consequences. The next ten years is surely going to be a reaping time depending on what a company has sown with regard to activities that are directly a manifestation of this delicate industry. Obviously, there has been a very serious misunderstanding of CRM applications in some industries where, instead of giving it a long t erm approach, many Airlines have looked at this as a distinct component that they often airline to common flying practices. The challenge of these three years must be a shift in the operationalisation of the CRM application and adoption or implementation. Customer relationship that caters for the very value and need s of the customer must be the focus of the current implementers of this strategy. Airline companies must strive to optimize the activities that generate positive customer feed back that attracts productivity and loyalty. It is only this approach that will ensure that the companies augment and keep generation revenue for the development of the very crucial functions within the competitive environment in which they operate. They must focus on creating mechanism to get hold of and hang on to their high value customers with lots of precision to ensure improved results. The strategies of CRM that ensure reduction of costs of operations awhile guaranteeing customers the ultima te experience must be the core of all customer relation mechanisms put forth by the Thai Airlines (Munusamy et al. 2010). Conclusion Of late, the factors such as the pre-flight boarding services, cabin crew handling and their positioning, as well as the services offered are closely related to the extent to which customers feel catered for (Munusamy et al. 2010). The overriding finding is that most airlines world wide and the Thailand in particular do not only look at price differentiation as the only way to attract and retain customers. The customers are now more than ever before have now focuses on issues of building better relationships with their airlines. CRM implementation must therefore focus on bringing about a holistic airline commitment that embodies the decision of every one within the organization and particularly starting from the top management. There must be a clear distinction between the frequent flyer progrmammes offered by most airline companies and the requirement s of the much desired change in the implementation of the new CRM technology. It is evident that the reliance of most companies on the segmentation of their clients based only on mileage is an idea that has been overtaken by the many unprecedented events and changes happening in the Global airline industry as a whole. Companies are in a better position to facilitate their business and client segmentation based on the value and the needs of these clients. The initial segmentation criteria had the problem of overlooking the fundamental and unique differences of the needs of most of the customers leaving high value customers discontent with the services offered. Moreover companies must act boldly and courageously to avoid acting as followers but as leaders in the very field where they operate. They must be creative and innovative to capture their high value customers and corresponding revenue. The needs of the new market environment demands that the organizations design management syst ems which are customer oriented and cutting across the whole organization. They must help their employees to understand the challenge to have a complete view of the customer and to offer their leadership and supporting role to ensure successful implementation of the CRM. The use of CRM is seen as the best bet for the airline industry to attract and retain customers with a bid to aging out competition while maintaining customer loyalty. It however unfolds that companies will have to adopt both e-CRM and CRM at the same time so as to take advantage of the developments in IT, as well as on internet (Paul Hartmann 2003). The development of customer analysis tools that support quick decision making by organizations should be the focus of e-CRM. This must be accompanied by the laying out of a support infrastructure. It is this customer information that is vital for the understanding of the different levels of services required based on genuine customer value. Use of e-CRM will definitely lead to better operational decisions and act as a tool for both long term and short tem efficiencies. The Airlines will reap from a strong relationship management with the benefits of enjoying long term growth in spite of the competition. Reference List Airline monitor 2006, A review of trends in the airline and commercial industry Airlines 101- A Brief History of the Airline and Commercial Aircraft Industries, http://www.airlinemonitor.com/tutorial.html. aMaDEUS 2012, From Chaos to collaboration- Insight into the future of travel, http://www.amadeus.com/blog/11/01/from-chaos-to-collaboration-insight-into-the-future-of-travel?SEM=Google_futuretourism_airline_industry. Case Study 2008, Classic Airlines Scenario, http://www.case_studies.com. Chen, I Popovich, K 2003, â€Å"Understanding customer relationship management (CRM): People, process and technology†, Business Process Management Journal, vol. 9, no. 5, pp.672–688. eTN 2009, Thai and Nok air join forces to boot domestic and regional air travel, http://www.eturbonews.com/13325/thai-and-nok-air-join-forces-boost-domestic-and-regional-air-tra. Hutchinson, D 2012, Customer experience management in the airline industry, http://www.gcem.org/eng/content_details.jsp?contentid=2025subjectid=101 . IBM Corporation 2008, Customer Focused Airline: A Vision for Airline CRM, http://www-07.ibm.com/solutions/in/travel/pdf/May27_Customer_Focused_Airline.pdf. Jiang, H 2003, Application of e-CRM to the Airline Industry, http://ausweb.scu.edu.au/aw03/papers/jiang/paper.html. Munusamy, J, Chelliah, S Pandian, S 2011, â€Å"Customer Satisfaction Delivery In Airline Industry In Malaysia: A Case of Low Cost Carrier†, Australian Journal of Basic and Applied Sciences, vol.5, no.11, pp. 718-723. Paul, H Hartmann, J 2003, â€Å"The World Airline Industry: A European Perspective†,  Fachhochschule Mainz Case Series, p. 303. Phisanu and Piyarat 2010, Thai airline industry traffic passengers down, http: //www.eturbonews.com/15778/thai-airline-industry-traffic-passenger-numbers-are-down. Phromchanya, P Setthasiriphaiboon, P 2010, Thai airline industry: Traffic, passenger numbers are down, http://www.eturbonews.com/15778/thai-airline-industry-traffic-passenger-numbers-are-down| Apr 27, 2010. Suriya, C 2009, â€Å"The impact of low-cost airline to airline industry: An experience of Thailand†, Journal of Economi Malaysia, vol. 43, pp. 3-25. Thai Technic.com n. d., Airlines in Thailand, http://www.thaitechnics.com/thai-airlines.html Wood, A 2012, Upbeat prediction for Thailand tourism from new Skal Thailand national president, http://www.eturbonews.com/28155/upbeat-prediction-thailand-tourism-new-skal-thailand-national-pr. This report on Managing Customer Relationships in Thailand Airline Industry was written and submitted by user Keith V. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

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Importance of Metrics in Marketing Strategies Case Study Teresa A. Cochran Marketing is a fundamental responsibility for all activities related to advertising and sales strategies that are vital to the success of any organization. The ability of an organization to efficiently market its products and services is directly related to the success or failure of the company. As noted by Arikan (2011), metrics form the base of any effective marketing strategy. However, many firms fail to utilize metrics to calculate success or failure of their strategies. Most companies focus on the new leads generated overlooking other important formulas that analyze the actual success of any type of marketing strategy. As the business environment evolves, new marketing strategies and options are invented which requires marketers to stay a step ahead by understanding key metrics and what they mean for a companys marketing strategies. 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Each factor is a subcategory of the marketing metrics main categories; sales metrics, customer readiness to buy metrics, customer metrics, distribution metrics and communication metrics. The assignment will review in detail equations used to forecast the following: sales growth, awareness, retention rate, number of outlets and response rate. Sales Metrics Strategic marketing plans are created to facilitate an elevated consumer awareness to promote and attract customers to purchase your product. Data related to sales volumes measure the rate at which sales of your product and is imperative for decision making for the overall fiscal sustainability and financial success This metric is also valuable for strategic planning and will determine future growth projects for the company. Athletics Supreme must also monitor sales data including total sales and types of products sold. Sales data must then be evaluated by the company to determine the effectiveness of the marketing strategy or to determine barriers to sales. The sales metric being utilized to determine the efficacy of the advertising methods used must be monitored with respect to creating sales through increased product awareness. In addition, this evaluation would also determine the tactics that have a negative impact on sales goals (Farris, 2010). These key indicators will be monit ored by the marketing department over multiple sales periods. Athletics Supreme can utilize sales data to monitor growth and of the new product line Sales figures for the sports apparel product line will be monitored quarterly beginning with the date of the initial release of the products. This metric will be monitored for one year with the goal of establishing sales trend lines relative to seasonal sales. Sales growth represents the variance in comparing sales from differing time periods. This data can be reflected mathematically as: (Current time period net sales- Previous time period net sales) _________________________________________ x100 (Previous period net sales) Or As applied to Athletic Supreme ($50,000 net sales qtr 2- $35,000 net sales qtr 1 _________________________________________________________________ x100 $50,000 Athletics Supreme shows a growth rate from Qtr 1 to Qtr 2 of 30% Customer readiness to buy metrics Customer awareness is a method utilized to determine the number of consumers who have been made aware of the products offered, in this case by Athletics Supreme. From a marketing viewpoint, a strong awareness of your product increases potential consumer purchase. Marketers use customer readiness such as awareness, preference, purchase intention, trial rate, and repurchase rate as performance indicators of product branding therefore these indicators have a great deal of influence over strategic planning of a company (Hanssens, Pauwels, Srinivasan, Vanhuele, Yildirim, 2014). Consumer purchases are influenced by multiple stages of product awareness before purchasing. Consideration to the consumers thought process related to decision to purchase before determining an appropriate marketing plan. Athletics Supreme enters the sports apparel market with an edge over the competition due to having a presence in the industry. The company has a reputation for quality therefore, consumers have an established recognition of the name brand. Athletic Supreme should collect behavioral purchasing data based on preferences gathered from sales databases. By evaluating consumer purchases, Athletics Supreme can gain valuable data on consumers product preferences (Kotler Keller, 2012). Periodic surveys of customers that purchase the apparel would further assist in evaluation the most effective marketing tactics. Akrin (2011), notes that the quality advertising message will make customers more inclined to purchase sportswear. Athletics Supreme objective would be to obtain favorable response rates beyond 90 percent, and adjust marketing strategies accordingly. Videos are another medium that would be used in the raising of awareness regarding the new line of sportswear products. The number of viewers of a video is an effective way of determining whether the products receive the attention of the target customers. The target customers are expected to be impacted by the viewership of the videos to engage in the purchase of the products being marketed (Arikan, 2008). Based on the viewership metrics, Athletics Supreme should determine the most efficient marketing channel that facilitates the creation of awareness regarding the product to consumers. The Greater attention of the marketing medium that is most effective should be done to ensure that there is maximum exploitation of the medium to create awareness and influence consumers to make purchase decisions in favor of the sportswear products (Farris, 2010). As applied to Athletics Supreme, an approach to quantifying product awareness is based on cost per 1,000 contacts and then calculate the spend per contact for each advertisement. Marketing Originated Customer % is a ratio that reveals the percentage of the new business that is a result of Marketing efforts. It is computed by getting the number of customers that started with a lead generated by Marketing and then dividing it with the total number of new customers that signed up in a period; the value is then multiplied by 100 (Zikmund Babin, 2013). This metric will show the portion of customers acquisition that originated from Athletics Supreme Marketing efforts in a certain period. This metric is best analyzed using a closed-loop marketing analytics system as manual computation is tiring and takes time (Kotler Keller, 2012). Customer metrics Customer metrics is collection of data that can be used to determine what matters most to the customers: past, present and future. For Athletics Supreme a key subcategory in customer metrics to analyze would be the cost of customer acquisition. Per Arikan (2011), customer acquisition cost, is the cost incurred convincing a potential customer to buy a product or service. This metric is important to a company as well as its investors. Investors use it to determine a companys profitability by analyzing the amount of money that can be extracted from potential customers and cost incurred extracting it. Marketing specialists on the other hand use the metric to optimize returns on their advertising investment. It highlights whether costs of extracting money from customers can be reduced which would help improve the companys profit margin. Mathematically, it includes all cost incurred in acquiring customers over a given period divided by the total number of customers acquired in that period. Ideally, this includes all sales and marketing costs including advertising cost, salaries, commissions, bonuses and relevant overheads in each period (month, quarter or a year) (Zikmund Babin, 2013). For example, for Athletics Supreme, the Customer Acquisition cost in the first year will be: Total Marketing costs for the whole year/number of customers acquired within the year Therefore, if the company spent $50,000 on sales and marketing in a certain month and added 50 customers CAC = $50,000/50 =$1,000 CAC will be important to Athletics Supreme, as it will indicate the effectiveness of the money invested in acquisition of new customers. A high metric will indicate the company is spending too much on sales and marketing while a low metric would indicate that the company is using low costs to gain customers (Arikan, 2011). Customer Retention Rate Customer Retention Rate is used to calculate the loyalty of customers. Acquisition of new customers usually costs more than it costs retaining current ones (Shank Lyberger, 2014). Arikan (2011) argues that evaluating the dedication of a customer towards a company enables marketers to improve their strategies. Encouraging customers to stick with ones business for long helps maximize revenues. It is calculated by subtracting the number of new customers from the total number of customers in a certain period divided by the number of customers at the start of the period and then multiplied by 100 to make it a percentage, i.e. CRR= Customers End Period (CE)-New Customers for the Period (CN)/Customers at Start of the Period (CS) x 100. For example, if Athletics Supreme starts a month with 50 customers and gains 20 new ones but lose 15 customers in that month, the CRR would be; (55-20)/50*100 = 70% This metric will help Athletics Supreme to assess the loyalty of customers for each of its brands. It will also reveal the companys ability to nurture existing customers. Customer lifetime value (CLV) This metric is used to assess the economic value brought by a customer to a business for the entire duration the person remains a customer. It evaluates everything starting with the customers first interaction with the company to the final purchase. It is a comparison of revenues generated by a customer and the costs of acquiring and maintaining the customer. Calculating this metric helps to reveal whether there is value in maintaining long-term marketing channels. If the CLV value is high, a company needs to invest more in retaining customers for the long-term (Arikan, 2011). For example, if Athletics Supreme fills 300 orders with revenue of $20,000, the companys Average Order Value (AOV) would be $66.67. To determine Purchase Frequency (PF), the number of orders is divided by the number of unique customers. Assuming Athletics Supreme had 200 unique customers, PF would then be 1.5. Customer Value (CV) would then be AOVxPF, which is 66.671.5 =$100 Once CV is determined, Customer Lifetime Value (CLV) is determined by multiplying the CV by the duration the customers have been in the company. Assuming the orders have a 4-year contract, CVL would be: CVL = Customer Value (CV) x Customer Duration with the Business =1004 =$400 This means, Athletics Supreme Customer Lifetime Value over 4-year duration is $400. Athletics Supreme will use this metric to analyze the potential value customers will bring into the company. According to Shank Lyberger (2014), a high value of the metric means customers are bringing high value which the company should aim at. A very high value would however mean the company is under spending and thus restraining growth. Distribution metrics Simon (2012) considers percentage of shelf space, or the space necessary to sell an item as an essential marketing data point. Athletics Supreme would ideally like to occupy as much of the display space as possible. By occupying a large amount of shelf space, Athletics Supreme has effectively monopolized the stores All Commodity Volume (ACV), or the rate of everything sold in the store. Despite its retail prominence, Athletics Supreme must remain effective by maintaining a successful supply chain logistics. As Simon, (2012) argues that even if Athletics Supreme obtains maximum display areas for the new product line, including overstock for internet sales, it will lose customers if the supply is not adequate. Overall, most retailers with make decisions on inventory based on the potential of selling the item quickly. Communication metrics is the gathering of data that can be utilized to determine the effectiveness of the varying forms of communication channels used. In this case, Athletics Supremes a key subcategory is effective reach. Effective reach is the subset of the target segment of the population that can be effected by an advertisement during a specified time frame. Additionally, the response rate data measures the rate of response that customers respond to information sent to the target market. Communication Metric) Per Arikan (2011), marketing influenced customer percentage is similar to Market Originated Customer %. However, it factors in all new customers where marketing efforts touched and/or nurtured the lead at any point in the sales process as opposed to only originating the lead. For example, if the sales person of Athletics Supreme found a lead who later attended a marketing event and closed, the new customer is assumed to having been influenced by Marketing. This percentage is usually higher than that of the Marketing Originated Customer % as it is more inclusive. It usually ranges from 50-99%. The retail industry is very competitive, therefore, Athletics Supreme must monitor the effectiveness of all forms of customer communication. For example, emails, coupons, and discounts offered on the next customer purchase. Increased sales figures after an email campaign would be a key indicator of the effectiveness of communication. The company can also measure its response rate via satisfaction surveys, Facebook and Twitter followers, and click through rates online. Per Kotler and Keller (2012), Athletics Supreme should focus communications based on frequency of purchase, which can manipulate response rates to double-digits. Conclusion Using metrics effectively will help Athletics Supreme understand the success of its marketing strategies. It will reveal areas where the companys marketing team excels at and where the team needs to improve. Therefore, metrics play an important role in marketing efforts and the company should use the above metrics as well as add others that are relevant to its business. References Arikan, A. (2011). Multichannel marketing: metrics and methods for on and offline success. John Wiley Sons. Farris, P. W. (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, NJ: FT Press. Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M., Yildirim, G. (2014). Consumer Attitude Metrics for Guiding Marketing Mix Decisions. Marketing Science, 33(4), 534-550. doi:10.1287/mksc.2013.0841 Jeffery, M. (2010). Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know (1). Hoboken, US: John Wiley Sons, Incorporated. Retrieved from http://www.ebrary.com Kotler, P., Keller, K. L. (2012). Marketing management Shank, M. D., Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge. Zikmund, W. G., Babin, B. J. (2013). Essentials of marketing research. Australia: South-Western Cengage Learning.

Andy Warhol :: Biography Biographies

andy warhol1 Biography On August 6, 1928, Ondrej and Julia Zavacky Warhola gave birth to their son, Andrew Warhola, in Forest City, Pennsylvania. Ondrej and Julia came to the United States from Czechoslovakia where he worked as a construction worker. The family later moved to Pittsburgh where Andrew suffered from several nervous breakdowns throughout his teen-aged years. Overcoming this he graduated from high school and enrolled in the Carnegie Institute of Technology where he graduated in 1949. After graduation he lived in several Manhattan apartments and met Tina Fredericks, the art editor of Glamour Magazine. His early jobs for the magazine were several drawings. Andy drew shoes as an assignment in 1949 for an article named, â€Å"Succes is a Job in New York,† and the credit mistakenly read, â€Å"Drawings by Warhol.† Andy soon changed his surname to Warhol. Andy’s other work included drawings for advertising in various magazines, such as Vogue and Harper’s Bazzar, book jackets, and holiday greeting cards. As his work grew so did his fame, and in 1952 his first solo exhibition was held at Hugo Gallery featuring his drawings to illustrate stories by Truman Capote. Soon he was designing sets for theatre groups, publishing his own books, and beginning to paint. In 1960 his first paintings were based on comic strips. Using the Dick Tracy comic strip, he designed a window display for Lord and Taylor. At this time major art galleries around the world were beginning to notice his work. In 1962 his paintings of dollar bills and Campbell soup cans were included in an important exhibition of pop art, The New Realists, which was held at Sidney Janis Gallery in New York. After three years of painting Andy dived into a new medium of work and began making his first film with his assistant Gerald Malanga. He also produced am album for the band, â€Å"The Velvet Underground and Nico.† He was working with multimedia and a show soon developed, which featured â€Å"The Velvet Underground and Nico† center stage with Andy’s films projected while colored lights of images fell over the band. Because of the publicity from the show more of Andy’s films began to be seen and shown in commercial theatres. On June 3, 1968 Andy was shot by actress, Valerie Solnis, who appeared in Andy’s movie, â€Å"I, a man.† He survived the shooting after spending two months in the hospital.

The Role of Deliberate Practice in the Acquisition of Expert Performance

THE ROLE OF DELIBERATE PRACTICE IN THE ACQUISITION OF EXPERT PERFORMANCE Motivational Constraint A premise of our theoretical framework is that deliberate practice is not inherently enjoyable and that individuals are motivated to engage in it by its instrumental value in improving performance. Hence, interested individuals need to be engaging in the activity and motivated to improve performance before they begin deliberate practice. Bloom (1985b) found evidence supporting this implication.His interviews with international-level performers showed that parents typically initiated deliberate practice after allowing their children several months of playful engagement in the domain and after noticing that their children expressed interest and showed signs of promise. The social reactions of parents and other individuals in the immediate environment must be very important in establishing this original motivation. At the start of deliberate practice, parents help their child keep a regular daily practice schedule and point out the instrumental value of practice for improved performance (Bloom, 1985b).With increased experience and the aid of teachers and coaches, the developing individual is able to internalize methods for assessing improvement and can thus concurrently monitor the effects of practice. As individuals get more involved in the activities of a domain, competitions and public performances provide short-term goals for specific improvements. At this point the motivation to practice becomes so closely connected to the goal of becoming an expert performer and so integrated with the individual's daily life that motivation to practice, per se, cannot be easily assessed.Certain naturally occurring events and changes illuminate the relation between practice and performance. Activities in many domains, especially sports, are seasonal because most scheduled competitions occur during a single season of the year. If individuals enjoyed deliberate practice, they ought to practice at a uniformly high level all year. Instead, athletes train much harder during the preseason period and during the season itself; during the off season they often reduce the level of training dramatically (Reilly, 1990a; Reilly ; Secher, 1990).Many individuals who have practiced for a long period of time give up their aspirations to compete and excel in an activity. Without the goal of improving performance, the motivation to engage in practice vanishes. Kaminski, Mayer, and Ruoff (1984) found that many elite adolescents who decided to stop competing remained active in the domain but virtually stopped engaging in practice. Some individuals have had to terminate their professional careers for reasons unrelated to their ability to perform.In a longitudinal study of visual artists, Getzels and Csikszentmihalyi (1976) found that most artists were drawn to painting because it allowed social isolation. However, aspiring painters have to promote social relations with art dealer s, art critics, and buyers to gain notoriety, increase the demand for their art, and generate sufficient sales for full-time artistic activity. Failure to do so forced many of the best artists to take another job unrelated to painting.Once these artists could no longer commit sufficient time and energy to maintain and improve their performance they stopped painting completely because they could not accept performing at a lower level. This finding shows that the activity of painting as such is not inherently motivating but rather the act of producing art that satisfies the artists' subjective criteria for quality. DANCE Abstracts 1. Fink, A. & Woschnjak, S. (2011). Creativity and personality in professional dancers. Personality and Individual Differences, 51 (6), 754-758. AbstractIn this study three different groups of professional dancers (ballet, modern/contemporary and jazz/musical), which considerably vary with respect to the creativity-related demands involved in the respective dancing style, are compared with respect to psychometrically determined creativity, general mental ability and different facets of personality. Results indicate that modern/contemporary dancers, who are often required to freely improvise on stage, exhibited relatively high levels of verbal and figural creativity (as it was measured by means of psychometric creativity tests), followed by jazz/musical and finally by ballet dancers.With respect to personality, modern/contemporary dancers can be characterized as being less conscientious, higher on psychoticism and more open to experiences than the remaining experimental groups. In line with relevant research in this field, this study reveals some central personality characteristics of highly creative individuals which may be considered as important ingredients in the acquisition or actualization of exceptional creative potential. Highlights: > Dancers of different professions differ with respect to creativity and personality. > Modern d ancers score high on openness and psychoticism. Modern dancers show high levels of psychometrically determined creativity. Keywords: Creativity, Personality, Psychoticism, Openness, Dance 2. Martyn-Stevens, B. E. , Brown, L. E. , Beam, W. C. & Wiersma, L. D. (2012). Effects of a dance season on the physiological profile of collegiate female modern dancers. Med Sport, 16 (1), 1-5. Abstract Introduction: A collegiate modern dancer is a unique athlete because in addition to the physical demands of dance, she also has the artistic demands of creating and performing for a season of showcases, or in some cases, multiple showcases.In preparing for her dance season in addition to her academic schedule, a collegiate modern dancer’s training includes rigorous daily technique classes and rehearsals which may alter her fitness level across time. Objective: To determine the effects of a dance season on the physiological profile of collegiate female modern dancers. Methods: Eighteen colleg iate female modern dancers were measured for relative anaerobic power, fatigue index, upper body and lower body strength, aerobic capacity and body composition at both pre and post dance season.Results: At post season, there were significant improvements in relative anaerobic power (pre 7. 43 + 1. 01 W/kg, post 8. 00 + 0. 78 W/kg), body weight (pre 57. 80 + 5. 10, post 58. 72 + 5. 08), and body composition (pre 18. 60 + 2. 03%, post 17. 78 + 2. 49%), and a significant increase in fatigue index (pre 33. 38 + 9. 72%, post 38. 91 + 7. 49%). There were no significant changes in relative upper and lower body strength or aerobic capacity. Conclusions: The demands of a collegiate dance season resulted in improved power and lean mass but greater anaerobic fatigue in these female modern dancers

Inner Conflict Essays

Inner Conflict Essays Inner Conflict Essay Inner Conflict Essay I have written this piece in order to demonstrate that Inner conflict is often underestimated and the wars that are within some individuals can be much worse than physical or external conflict between people. We Interact with people on a daily basis that may seem in good shape on the outside but are dealing with an Immense hostility within them. This concept Is portrayed In The Quiet American where Fowler Is deliberating privately whether or not to give the go ahead for Pyle essentially to be assassinated. The conflict between Fowler and Pyle seems contained but the contemplation Inside Fowlers head Is far more serious. The book My sisters keeper by Jodie Piccolo was another motive for this piece as It highlights the discord between a family whiffs second daughter refuses to continue donating parts of her body In order to save the eldest daughter whom Is dying of cancer. The emotional and psychological conflict experienced by everyone in the book highlights that behind a strong demeanor there are often immense interpersonal battles being fought. Hoping to bring to readers attention that everyone is dealing with some sort of dissension that we probably dont know about and thus should always consider how our actions could cause others to feel and react; realizing that one hurtful deed could be the tip of the iceberg for some; leading to things far greater than we couldve imagined. Lying against the same old damp pillow, my cheeks tight and salty from the desolate tears that form part of my nightly routine. My head hurts and I can feel the rings under my eyes grow darker as the hours of the night tick away. I like this time of evening, not having to smile and pretend that everything is okay, meaningless conversation with people who pretend to be interested in what you have to say. The cool air that runs underneath the window brushes against my skin and the wounds along my arms and legs sting a little, this familiar feeling has a comforting edge to it. This is one thing I can actually control, I think to myself. I know what Im doing Is wrong, mother made me read that book about the girl who drinks herself Into a momma every night in order to forget about her abusive father, arent you glad we are a normal family she used to say when discussing the book with me; If only you knew I thought to myself. I hear Alice rolling around In her bed, she always seems so fulfilled with things, helping mum around the house, chatting to her friends, singing In the shower, how does she do It? Always has the boys at school looking at her, not a negative bone In her body. Maybe thats how It works though, all the good genes modeled Into one child and a polar opposite created In the second. Perhaps If I were a little more Like Alice; he wouldnt see the need to try and get rid of me. So I never could tell where you Put your foot, your root, I never could talk to you. The tongue stuck in my Jaw. Staring at the family photo hung above the fireplace, these words of Sylvia Plate reminisce through my thoughts. Is this a common thing? Fathers finding the need to batter their daughters in order to live a balanced life, I dont blame him though, even I find the practice of harming myself to be an essential, its Just the way it is. As long s Alice and Mum are kept from it, Id rather it be me than one of them, for this reason the nights he rages his anger and frustration upon me I seek comfort in the fact that theyre being spared of it. His drunken breath leaves a sense of discomposure in the air, one I wish I could simply blow away or lighten with some incense; his facial discontent when looking into my eyes is something I will always remember. Those are they eyes that follow me around, always watching, Judging my every move. Suppressing thoughts of better days I try to remind myself that this is who I am, Hess qualities are what define me, Im Just a nobody that needs to get through this mundane life. Could it be better though? Seeing the girls in magazines and in movies, life looks like it could be different. My eyes are heavy and I start to think about all the unfinished deadlines creeping upon me, it all seems too much. Sometimes I wonder if anyone would even miss me if I were to Just disappear, in fact I think some might even find pleasure in not having me here anymore. The only reason dad would miss me is because he wouldnt have a punching bag to carry out his weekly frustrations, Alice probably wouldnt even notice and Mom, well sometimes I think she cares slightly but even so she might be relieved that there is one less person to worry about. I see it as being a favor to them, if I were to silently depart, even more so a favor to myself, my pitiful body shouldnt have to endure this any longer. It would be so easy I think, being able to finally be at rest. No longer having to deal with the voices inside my head, the battles within my conscience, if that were at rest, it would be bliss. The torment of the lashes and physical struggles of the world would vanish and I could be untied from all this at last. I can almost feel a smile draw itself across my face as the thought of serenity settles in this imaginary world I sometimes manage to create. Just like that I am back to reality, hearing Alice get up to go to the bathroom brings me back to the present. How foolish of me to think that I could escape this for more than a minute, these inner representatives wont let me go, or is it me that is afraid of detaching myself from them?

classical musics effects essays

classical music's effects essays Classical Music and its effects on the Neonate In Todays society music is very diverse. It produces feelings and emotions sensed by all walks of life. Different styles of music tend to give different ideas and impressions to people. It affects everyone it comes in contact with, and it is more powerful than we are willing to understand. Classical music is known as being a form of music that is thought to help the cognitive (right) side of the brain develop. It has been said that music making, itself, has the ability to increase ones brain capacity and resources by strengthening the connections between the neurons. And it has been proven that even the neonate will react to music. Classical music especially has a positive effect on neonatal development. In the Irish Journal of Psychology, (1991, 12, pp. 95-107) Petter G. Hepper studied music and its effects on the neonate. He found that the neonate, two to four day old, remembered a tune that was played to him as a fetus (Still in the womb, un-birthed). Upon hearing the song the neonates movements and heart rate would change. Another astounding fact discovered was that the fetus twenty-nine to thirty weeks old showed certain behavioral responses to songs played to him in his earlier stages of development. In both of these cases there were specific behavioral responses to certain tunes the baby was previously exposed to. Therefore, his results suggest that the learning and remembering of a melody can take place as early as the third trimester of pregnancy. Studies have also been done to show that children who as neonates were exposed to classical music did better in school. Reading and math were the top two subjects. Notice that both of these subjects have to do with cognitive thinking. First grade children were tested in math and reading, and those who were taken aside to listen to classical music did better than those who werent. T...

Geomorphology Lab 2 Report Example | Topics and Well Written Essays - 500 words

Geomorphology 2 - Lab Report Example Even though there was not difference observed, the ages given by radiocarbon dating were a bit unrealistic. The radiocarbon age-based sedimentation rate is considered unrealistic and cannot relied upon because of the fluctuations witnessed in the rate of production of carbon 14 at the top of the atmosphere. This carbon 14, older and young changes the apparent age of the samples. It is this time range because it gives an â€Å"age plateau† whereby a wide span of real time is covered. The significant effect occurs at this point because of the combination of large influx of 14C-depleted, carbon from the oceans, and decrease in the rate of 14C production from the atmosphere causes the â€Å"age plateau† 3. What is the percentage change in the sedimentation rate from radio-carbon age based sedimentation and calibrated age-based sedimentation? Why is the radiocarbon age-based sedimentation rate not realistic? However, the radiocarbon age-based sedimentation rate is considered unrealistic and cannot relied upon because of the fluctuations witnessed in the rate of production of carbon 14 at the top of the atmosphere. This carbon 14, older and young, changes the apparent age of the samples. 4. Note that the sedimentation rate declined 10000 to 8000 years ago. Can you provide an environmental factor (e.g climate, vegetation uplift, etc) and process-based source-to-sink explanation as this why occurred? Climate is a major environmental factor, which may have contributed to the sedimentation decline. As the result of aridity witnessed during this period, the amount of sediment transported and deposited decline. Rain is an important factor, given water is used in the transportation of the

M5 Reflection Essay Example | Topics and Well Written Essays - 500 words - 1

M5 Reflection - Essay Example It is therefore easy to assume that teachers are supposed to do a better job as far as keeping up with science is concerned, nevertheless, teaching is a profession that is already labor intensive. It is might therefore become difficult for someone not familiar with the profession to separate scientific research from other pseudoscience. This means theories associated with learning and teaching at different levels may be appear as effective but they need to be tested on a large scale. Reseach also leads to the development of equity that ensures that individual develop a belief in value while being committed to the creation and sustenance of positive school cultures. Is also important is developing lifelong learning that enables individual to develop a commitment to implementing shared visions of learning that are backed by the school community. On the other hand, action research may be instrumental in appreciating the activities that take place in the classroom and identifying the changes that lead to improved teaching and learning (Whitehead & McNiff, 2006). Action research is important in answering questions concerning the efficiency of particular instructional approaches, performances of students and the management of classroom approaches. Research in education often appears to be removed from other aspects of the classroom and for many teachers; experimental research appears to be in contradiction of the mandate to improve learning for all the students (Armstrong & Moore, 2004). In this context, action research provides the benefits of studies in the schoolroom setting without the associated hurdles. The main aim of school-wide research is improving the school in terms of the organizations as an entity with an ability to solve problems (Erchul & Sheridan, 2014). Through recurrent cycles of research, the entire school, as a community should progressively improve to gain ability to work together in the identification of problems and solving them.