How to Write a White Paper †A Simple Step By Step Guide

One of the best ways to make more money as a freelance writer is to offer different types of writing services. Learning how to write a white paper is a great way to take your business to the next level. This is a type of marketing tool that businesses use and it can help you make a living as a writer. But, writing a white paper isnt the same as a blog post or even writing an eBook. Its also not a case study or journal article. What is a white paper, and how do you write one? If youre a new freelance writer, I want to help you start on the path of success and white paper writing can take you there. In this post, Ill share with you what a white paper is, how to write a white paper, give examples, offer a white paper template and more! And just so you know, you dont need to have experience in writing white papers to declare this as a new freelance writing service! Many of my course students are presented with this project after writing for a client, and it has opened the doors to new high-paying projects. But, its always nice to get some help on this new type of writing! What is a White Paper? The white paper definition is an official report or government report which shares the companys message and informs their potential customers about a complicated issue in an easy-to-read, but highly formal format. When looking at this definition, you can see that a white paper presents an issue or problem to help the reader understand the issue, and shares a solution to help readers make a decision. So, a white paper is to inform and educate. This can be viewed as similar to writing a simple blog post. In a blog post, you are presented with an issue or problem, and the blog post walks you through a solution to help you make a decision. But, there are critical differences to writing a blog post and writing a white paper: A blog post is highly conversational; a white paper is highly formal (think like a mashup of a magazine article and a brochure) A blog post is generally short in length; a white paper is usually longer than a typical 800-word blog post A blog post doesnt have to include highly credible sources; you may need to cite a white paper The purpose of a white paper is also different than a blog post A white paper is a lead generation tactic to help businesses gain leads. What this means is that it helps businesses with improving their conversion rates, closing rates and qualification rates. They are usually offered as a lead magnet a free incentive and marketed on their company site on landing pages. An important distinction between white papers and other lead magnet guides is that a white paper is data driven and is researched-based. This makes them highly credible, and highly optimized for conversions. The trick for a freelance writer is to present this research-based report into a magazine-style package that we call a white paper. And when businesses have optimized white papers, they show and establish their authority in their industry. As a writer, you can help them achieve that, making you a highly valuable resource on their team. This translates into more money as a freelance writer. White paper rates vary from as little as $2,500 to upwards of $10,000 for a 5-18 page white paper. In fact, some freelance writers are making $300k a year writing white papers. It can even be more profitable than ghostwriting. So, its in YOUR best interest to know what a white paper is and learn how to write a white paper! To help you understand more about writing a white paper, lets look at some examples. White Paper Examples (+ The Most Successful White Paper Example) Big companies often use white papers to inform and educate their customers or huge brand customers about their platform and products. This is to help other brands become familiar with a companys product. For example, Googles white paper covers the Google Cloud platform products and security policies. It has a table of contents and is presented online or can be downloaded as a PDF. Another white paper example is from Hyperledger. They are a blockchain technology company, and their white paper discusses blockchain terminology and performance metrics. In the health niche, Labiotech has a white paper on the human microbiome. In this white paper, they want to shed a new explanation on health and disease from a microbiome perspective. As you can see, they are using this white paper as a lead magnet to gain subscribers to their email list. Officemorphs white paper reads more like a magazine article but is presented in a formal manner. The audience is also different than for an office supply magazine. This white papers audience is office managers and executives. As you can see, each white paper example is different in the context and type of audience. And, whats the most successful white paper that has ever been written? The Bitcoin white paper by Satoshi Nakamoto (pseudonym)! This helped start the cryptocurrency industry get off the ground. Types of White Papers There are several types of white papers a freelance writer can write. The most common types are: Overview This is a product-based white paper that showcases the features and benefits of the product. This type of white paper highlights a product and helps educate a customer on how to use this product. Comparison This white paper compares products to help a customer decide which is the best option for them. These types of white papers are usually promoted towards the end of a sales cycle, when a potential customer is already interested in a product but doesnt know which one. List This type of white paper is the most similar to a blog post or article. A list white paper gives a reader tips or examples in a list format, making it an easy read. Solution-Based This presents a problem in the companys industry, current solutions that arent working and offers a new solution or approach that works better than any of the other solutions mentioned in the white paper. White Paper Template Here is a simple white paper template that you can use to start writing a white paper for your freelance writing job. There are two parts of this white paper format. The first part is what to include at the beginning of your white paper, and the second part mentions more about the way you structure a white paper and how to end your white paper. 1. Table of Contents/Introduction Lengthy white papers make use of a table of contents. I didnt include this in my mockup template, but it might be a good idea to add if your white paper is long. The introduction can be a summary of the entire white paper or an introduction to the problem or product mentioned. For the mockup white paper example, I used a fictional SleepAid Tech company, and the paper demonstrates their products and the features and benefits of each product. 2. Important Points In my introduction, I specify the problem and what the companys products do to help alleviate this problem. I then make important points by using subheadings to emphasize that performance, analytics, and a three-hour sleep regression are essential to understanding the product. 3. Graphs When you write a white paper, you can use visual elements such as graphs, diagrams, and even video slides (if the white paper is a slide presentation). For this fictional white paper template, I used a diagram to show the results of the sleep regression study. 4. Break Up Your Writing Just like any other type of content, you might write for a client, space out your writing, and break it up with subheadings and visuals. Some white papers are double columned to break up the writing, but in general, use subheadings to note important topics in your white paper. 5. How to Cite a White Paper You can end your white paper in many ways Conclusion paragraph About company paragraph Resources References Some white papers will need you to cite your sources. There are three styles to citing your white paper APA style, Chicago style, and MLA style. Make sure to ask your freelance writing client which citing they want for their paper and if they wish to have in-text citation as well. Here are three videos that walk you through citing your white paper. How to Cite a White Paper Using APA Style How to Cite a White Paper Using MLA Style How to Cite a White Paper Using Chicago Style Free Citation Generator You can use free citation generator tools to cite your sources quickly whether they are books or websites. Here are three free citation generator tools. Free Harvard Citation Generator Vancouver Referencing Generator Mendeley Citation Guides How to Write a White Paper The steps to writing a white paper are similar to writing a blog post or article. You have to research your topic from credible sources and use formal writing to write your post, ensuring that you are speaking in the appropriate language for your client. Finally, you need to add the elements to ending your white paper. So, lets dig deeper and talk about the way to write a white paper. 1. Where to Write Your White Paper There are generally two places you can write your white paper Microsoft Word or Google Docs. I prefer Microsoft Word, but if your freelance writing client wants you to use a template, then Google Docs has several templates you can use. Or, if you prefer, Venngage has some beautiful white paper templates you can use for free. I would also ask the client if they specify APA, MLA, or Chicago style of writing or just to use for the reference section of the white paper (if needed). Again, each white paper you write will have a different theme and purpose. 2. Topic Generation Many clients will already have an idea of what they need. For example, a client I had when I first started wanted a white paper on hiring mistakes with the emphasis placed on proper employment background checks. If a client doesnt provide a topic, I encourage you to sit down with the client on Skype or via phone to discuss what their reason is for wanting a white paper vs. a case study or some other lead magnet and work around the problems their customers have. This can drum up some ideas that you can work around. As well, use Google to search for topics to help out your client. Make sure not to pick topics that are too large and require in-depth analysis or topics that dont need a lot of explanation to provide. 3. Research Credible Sources To find credible sources for your white paper, you need to look at trusted sites like Government sites (Bureau of Labor Statistics). Using Journal articles, reference books, or publications are also great ways to find sources. Sometimes you will have to look locally for sources if your white paper is about a city policy or city problem. 4. Formal Writing Tone White paper writing is formal and less conversational than a blog post. To practice writing in this formal tone, read up on research journal articles and white papers to get a feel of the style of writing needed. I would also get the help of other freelance writers to review your white paper to see if the style of your writing is easy enough to understand and read, but informational and gets the point across. As I mentioned, a white paper is a mashup of a magazine article and brochure. So, finding that balance of ease of reading and formally discussing your topics is key. 5. White Paper Format As a freelance writer it isnt your job to format the white paper in terms of white paper cover design. But, this can be a service you offer to increase your value as a writer. You can use tools like Canva, PicMonkey or Photoshop to design your white paper cover. How to Market White Papers to Businesses B2B and B2C businesses can benefit from white papers. But, many businesses may overlook the need for a white paper or not even know what a white paper is as a way to improve their conversion rates. Its up to the freelance writer to market white paper writing as a valuable asset to businesses. But, how do you convince potential clients that you are the white paper writer for them? 1. Mention Statistics on Your Services Page Its a good idea to use statistics on your service page or writer website copy to help show the value white papers have. This means educating a potential client on this new type of content. A metric business sites use to see how their business is performing is the website conversion rate. They want to know how many visitors that land on their website convert into a buyer. For example, the average conversion rates on websites for the B2B industry is 2.23%. White papers can help increase the conversion rates for businesses. And the best nurturing tactics is providing valuable content, and a white paper can provide that. It can help a potential customer through the buyers journey through targeted content. 2. Build a White Paper Portfolio The proof is in the pudding, right? Make sure your portfolio page has white paper samples. They can be mock-ups or client pieces. Simply showing proof that you can write a white paper is enough for a potential client to hire you. 3. Niche Down to White Paper Writing To stand out and get the best conversions for your business, niche down to white paper writing. For example, freelance writer Wilton Blake is niched down for writing white papers and case studies. By improving the copy on your writer website and showing samples of your service, you can have a highly optimized writer website. And, if you need help creating that type of writer website, make sure to check out Writer Website in a Weekend. White Paper Resource If you need a breakdown on the exact steps on how to write a white paper, make sure to check out the White Paper for Dummies book! Its from the expert white paper guy Gordon Graham. Definitive Guide on How to Write a White Paper as a Freelance Writer There you go! A simple guide to writing your first white paper as a freelance writer. I hope this was helpful! I know my other blog post on how to create a cover letter helped a freelance writer gain a client! Share in the comments if you write white papers or if youre interested to add this to your services! And please remember to pin me!

Brett Favre essays

Brett Favre essays The title of my book is Brett Favre by Chris Havel. Brett Favre was born on October 10,1969 in Gulfport, Mississippi. He was born a big baby, he was twenty-one inches long and weighed nine pounds fifteen ounces. Both of his parents were teachers. His father taught physical education and drivers education at a local high school. He was also the football coach. His mother taught special education. Brett has an older brother named Scott and a younger sister named Brandi. As a teenager his sister was named Miss Teen Mississippi. When Brett was a year old, his dad gave him his first football uniform and gave him some advice. He said, Son, keep your head down and your pants up. Brett Favre thinks he got his athletic skills from his dad and his intelligence from his mom. His mom can throw a football pretty well though. Brett has such a strong-arm that he threw a football so hard when he was 11 years old that when the guy went up to catch it he flew back 2 feet. Brett met his wife Deanna in high school. They were high school sweethearts and went to college together. She got pregnant when they were in college and gave birth to the baby. They thought about having an abortion, but it was to hard for them. They named her Brittany. Bretts parents helped them out financially so Brett never had to give up football. His senior year was tough because he didnt know which college he wanted to go to. He got offered scholarships in all the big schools such as Alabama, Auburn, Ole Miss, Mississippi Sate, and Louisiana State. He thought that they would put him in as a safety instead of as a quarterback so he didn t want to go to any of them. Bretts dad called up one of his friends who is a coach on the football team at Southern Mississippi and asked him to come and see his son throw a football. So he went down and saw him throw a 65-yard pass. His chin dropped and said, I have never see...

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viability of Primark’s strategy in current recession in the United Kingdom

viability of Primark’s strategy in current recession in the United Kingdom 2. LITERATURE REVIEW 2.1 Introduction Literature reviews are considered as an essential part of the research to understand the theory related to research problem and find out the specific research gap. The research aim is to identify viability of Primarks strategy in current recession in the United Kingdom. In order to fulfil the purpose of the research topic, some selected reviews of the literature have been presented here. This chapter begins by depicting the literature on factors of consumer behaviour, effects of recession and its influence in marketing, recession and economy of Great Britain. After that it follows the concept of marketing strategy and general marketing strategy during recession. At the end of this chapter, it concludes with a summary of the key points made through the literature. 2.2 Consumer behaviour According to Lancaster et al (2002) the main objective of marketing is to understand and identify the needs of the consumer and satisfy the customer accordingly. For which marketer need to understand what influences these needs and how the customer satisfy their needs. It is necessary for marketer to understand the buying behaviour of the existing and the potential customer. The consumer buying behaviour consists of the products and services consumer used to buy for their personal and household use. There are two types of influences that influence customers to buy products or services. It influence customers memory subconsciously or consciously to take the decision for buying. These influences are environmental and individual. The environmental influences are external effects to the customers purchasing decision. Individual influences are personal to the consumer which also affects the purchasing decision. According to Kotler and Armstrong (2010) the central question of marketer is how consumers respond to different kind of marketing efforts by different companies. For the marketer it is important to understand the buyer behaviour. The buyer behaviour is the final consumer that they buy goods and services for the personal consumption. But it is not a simple task to understand this behaviour. The stimulus-response model is a model to give an idea of consumer buyer behaviour. The diagram of stimulus-response model is given below. This model consists of marketing stimuli and other stimuli. Marketing stimuli are the four Ps of marketing. They are product, price, promotion and place. The other stimuli are the major forces and events of the environment around the buyer. These are economical, technological, political and cultural. These stimuli go through the buyer black box which afterwards creates the buyer responds accordingly. In the buyer black box first buyer characteristics influences by different stimuli and then decision making process works according to the buyer behaviour. Buyer takes decision by choosing products, brands, retail, dealer, purchasing amount or frequency of purchase. The buyer characteristics are strongly influenced by different factors which are not under the control of the marketer. Marketer needs to take these factors under consideration. These factors are cultural, social, personal and psychological. The diagram of the factor influences buyer behaviour is given below. Cultural factors had a broad and deep influence on the behaviour of consumer. It is essential to know and understand the culture of buyer, subculture and social class. Culture is the main reason for an individuals wants and behaviour. Buyer culture is learned by a member of society from family and other important institution. These are the set of basic values, perceptions wants and behaviour. Again, each culture has smaller subculture or group of people. They shared same valued system. It is based on common life experiences and situations. Mainly subcultures include nationalities, religions, racial groups and the geographic regions. For example subculture group in USA are Hispanic, African American and Asian American. Besides, in every society there are some similar class who has same types of needs, interest, values and behaviour. In a word there must be an order of different classes in the society. The similar class responds similarly to a product in the society. Marketer needs to understand the different class in the society. Social class can be divided like: upper class, middle class, working class and lower class. These classes are divided in the society according to the income, occupation, education and wealth of people in the society. However, social factors also influenced the consumer purchase decision. These factors are small groups, opinion leader, family and social roles and status which influence the behaviour of the buyer. Persons behaviour is influenced by many small groups. This group can be two or more people interact together. Reference group has a direct impact on persons behaviour and attitude. People sometimes influenced by the reference group which they do not belong to. This group will be aspirational group. People wishes belong to different aspirational group. Sometimes people are influenced by the opinion leader. An opinion leader is a person in a reference group who has special skills, knowledge and personality. By which they can influence others in the society. Family member also has strong influence on the behaviour of the buyer. Marketer needs to understand the role of husband, wife and children on the purchase decision of different products, goods and services. Persons position in a family, class and organization is known as role and status of that person. People choose produ cts and service according to the roles and status. Marketer needs to know all of these which influence the buyer behaviour of the consumer. Furthermore, physiological factors influence the buyer choices. These are four major factors. Such as: motivation, perception, learning and beliefs attitudes. Motivation is a kind of drive that is directing the person to find satisfaction of the need. A person tires to satisfy the most important need at the first. Again, a person already motivated is ready to act accordingly. Perception is the process through which people interpret, select and organize information in a meaningful way. People learn from the experience. When people learns it changes their behaviour. As for example people buy Nikon camera. If the experience is rewarding people will buy this camera again and again. Through the learning and experience people acquires belief and attitudes. Belief is a thought a person holds about something. Again, people have different attitude towards different religion, cloths, foods, politics, music and all most for everything. Attitude is a favourable or unfavourable evaluation or fee lings towards different object or idea. Buyer behaviour are also influenced by these psychological factors. Finally, personal factors influence buyer decision as well. These factors are age lifecycle stage, occupation, lifestyle personality, self-concept and economic situation. People always change the consumption of products and services and buyer behaviour throughout the lifecycle. Normally, the lifecycle stages include young singles, married couples with children and old singles. Now-a-days marketer are catering for some non-traditional growing consumers like unmarried couple, single marrying later in the age, same sex couple, single parents and extended parents. Besides, persons occupation affects the buying decision. The products bought by the blue collar will be different than that of white collar people in the society. Marketer needs to identify different occupational group for their product in the society. Moreover, consumer buying behaviour depends on the individuals life style. Lifestyle is a pattern of living which is expressed by individual activities, interest and opinions. Besides, each person personality influences his or her buying decision. Personality is the individuals unique psychological characteristics. This can be described as self-confidence, dominance, sociability, adaptability, aggressiveness etc. Brand choice depends on these different human traits. Another factor is the economic situation which affects the individual buying behaviour. Product choice depends on a persons economic situation. Sometimes marketers target consumers who have lots of money and resources. For which they charge prices to match with them. And sometimes marketer target consumers in a more modest way. So, consumers personal income, savings and interest rates all of these need to take account by marketers in case of income sensitive goods. They need to watch the trends in the economic situation of the consumer. If there is an indication of downturn in the economy or point to a recession marketer need to take necessary steps. They need to redesign, reposition and re-pr ice their products closely. According to Needham et al (2003) economic environment consists of those that influence consumer buying power, buying decision and marketing strategies. It includes stages of business cycle, inflation, unemployment rates, resource availability and changes in disposal income. There are different stages in business cycle. Recession is one of them. Consumer buying power declines during recession. It may remain in the depressed level when economy enters the recovery period. In the last recession during 1990 in EU consumer buying pattern shifted to more basic products and more functional products cost lower price. Consumer stops spending on nonessential products and rejecting the decision on buying luxurious items like cars. In the recession consumer are on more likely to save rather than spending and buying on credit. In the recession power shifted from the producer to buyer. Unemployment rises during recession. It affects marketing by modifying consumer behaviour. As a result consumer w ill have less income to spend and buying behaviour is likely to be affected. A brief overview of recession and effects in economy which influence the consumer purchase decision are depicted below. 2.3 Recession According to Stock Market Investors (2008) Economic recession is defined as a significant decline in the economic activity across a country, lasting longer than a few months. Normally, the recession is visible in real GDP growth, industrial production, wholesale-retail trade, real personal income and employment. According to tutor2u.net (2009) there are different trends in economy. These trends can be categorized as slump, recession, recovery, and boom. Boom is a period of fastest economic growth due to increase in demand. Slump is a stage when output slows down in economy due to decreasing in demand. As a result confidence in the economy starts to suffer. Recession is a period when the level of output decrease actually and unemployment rises, business looses their confidence and consumer start to save rather than spending. Government will spend more money for unemployment benefit and will get less money from income tax and vat. And recovery is a period when the economy goes through recession and boom. 2.3.1 Effects of recession and its influence on marketing According to Shama (1993) recession creates decreasing demand of raw materials, products, and services. Different researchers and federal agencies technical operational measurement indicates the beginning, progress, and ending period of recession. If for the two consecutive quarters gross national product (GNP) declines it is called as recession in USA. Otherwise, if the leading indicators (LEIs) in the economy decline for three straight months then it also figure out as recession. During the recession marketing strategy need to be modified. In order to be profitable and consumer-responsive it needs to be aware of effects in the recession and necessary steps should be taken. In general terms it means to adapt the marketing mix and/or the target markets needs to be changed. According to Stock Market Investors (2008) there are different cycles in the economy. Recession is one of them. During the recession unemployment rises, prices of products start to increase and the living standard goes down. For which businesses stop in expanding. So, it can be said that recession started. There is another indicator of recession. It is decreasing the gross national product (GDP) of a nation. Many experts consider the negative GDP growth over two consecutive quarters in a as recession in the economy. However, even there was positive growth if it is slowing for several quarters recession seems to start. According to Dibb et al (1994) in the time of recession unemployment problem rises and buying power of the consumer declines. As a result many consumers become more price and value conscious because of decreasing of buying power. The products that are basic and functional customer tend to go for those products. People normally try to reduce the consumption of more expensive convenience foods. They try to save money by growing and preparing of their own food. They will buy fewer durable goods. And people will try to go for more repair and do-it-yourself products. In the time of recession some companies made mistake by reducing their marketing efforts. But it damages their ability to survive in this situation of the economy. Obviously, marketer needs to conduct some revision of their marketing activities during the recessionary period. In the economic downturn functional value of the products is the main concern of consumers. So, company must need to focus marketing research. This rese arch will help to determine precisely about buyers want on the functions of different product. After that it needs to make sure that these functions become part of the products. In the recession promotional efforts on different products should emphasise on the value and utility of it. Russ and Kirkpatric (1982) called business cycles as the fluctuations in the level of economic activity. It will cause changes in the price level which will cause inflation or deflation in the economy. But business cycles in the economy are more typically thought of in terms of production and employment. The bad time in the business cycle is the recessions or depressions with low production and employment. It is the bottom of business cycles. When there are upswings with the high production and employment it is termed as reflect of good times in the economy. The common measurement of business cycle is Gross National Products. By GNP it indicates of a country where it is in the business cycle. Total value of goods and services that are produced in a country is known as GNP. Business cycles also measured by the unemployment figure. It is difficult to understand the causes of business cycle. It is also difficult to predict their turning point of business cycle as well. But, it is import ant for the marketer to forecast the turning points in the business cycle. The sales of product rise and fall with fluctuations in the economy. So, marketer should be able to forecast on the business cycle. However, recession can cause inflation. Inflation is an increase in general price level. The introduction of inflation can be measured by the consumers when they feel pressure on their pocket books while shop for their goods and services. Indexes are used by the government to measure changes in price level. It can be done by using producer price index and the consumer price index. It reflects the market baskets percentage of changes in price of goods. According to the proportion of spending habits of consumer, market basket weight goods. If the individuals are spending for goods different from national market basket then they face more or less service price than average. Marketers are affected by inflation. It depends on direction amount and cause of price level changes. In general, consumers amounts of money are affected by inflation on normally what they have to spend and type of product they purchase. So, from the above literature about recession it is seen that this is a part of cycle in the economy. It can come in the economy which can be identified by figuring out some specific points in the economy. The main point is that there will be a decreasing trend in gross national product of a country. By which it is understandable that the economy is in recession. And if the recession or depression identified the people will stop spending. They will cut the extra price and because of unemployment and the decreasing value of money. They will become more price conscious. It needs to be accepted. For which they need to adopt strategy so that they can become loyal to the customer to conduct business in recession and survive for the existence. 2. 3.2 Recession and UK economy According to Euromonitor International (2009), UK entered in recession in late 2008. It was seen from the financial concerns of the previous year that the economy went to downwards. As a result UK consumers began to stop spending. The devaluing of the housing made the year 2008 as a challenging year for the retail environment. People become scared over job security because of the regular media reports on job losses. As a result a number of retailers entered to administration. It is not only in terms of consumers restricted disposable income but also for the rising in debts. According to BBC (2009) since 1991 official government figures have confirmed that UK is in recession for the first time. The widely accepted of the recession is, there will be a negative growth in the economy in two consecutive quarters in a year. In the last three months of 2008 UK gross domestic product (GDP) fell by 1.5%. Before that it dropped as 0.6% than this quarter. So, it means that the definition has been proved. Since 1980 it was the biggest quarter-on-quarter decline. This fall was 1.8% on same quarter a year ago. It was the lowest value of pound sterling in last 24-year against the dollar. It was one pound buying 1.355 dollar. The figure of Office for National Statistics (ONS) showed that largest contribution to the slowdown was made by manufacturing. Every element of economy shrank from the previous three months except of agriculture. Unemployment is rising faster than anywhere else. Besides, businesses were closing every day which is deeply worrying. The unemployment problem is increasing rapidly. Now, about 1.92 million people are out of work. The housing market is depressed and retail sales are in weak condition. The retail figure of December 2008 was raised by 1.6%. It was better than expected. But was done by heavy price-discounting and which should be treated with caution. Since 1955 on an average the recession lasted for three quarters in UK. But the last recession lasted for five quarters. This recession could be last until spring 2010 which is believed by many forecasters. There is a 2.1% decline in GDP in the year 2009 which was a consensus forecast. But in December it might drop to 1.5%. These highlights can be seen by rapidly deteriorating economic picture over recent weeks. As a result, Woolworths and Zavvi and a number of the UKs best known high street retailers gone into administration. Besides, lower value of pound sterling against the dollar which was slumped against the euro as well. In order to driving down the interest rate an d cut the cost of lending the Bank of England has aggressively cut interest rates to 1.5%. It was done to make easier for consumers and businesses to access credit. Banks are now reluctant to lend sufficiently. To encourage consumers for spending and boosting the retail sector for wider economy there was a temporary cut in value added tax from 17.5% to 15%. According to Walyat (2009) the total GDP contraction until now is -4% on a quarter on quarter basis. It is now against the forecast by him which was -6.3% total in the quarter three of 2009. The recent analysis suggests that during the second and third quarter the contraction of GDP is moderating. During the year 2010, GDP points to bounce back. However, because of the post general election tax hikes and deep public cutting on spending it will trigger a double dip recession during 2011 to 2012 according to the forecast which is shown on the above diagram. GDP contraction less than -6.3% it was against the forecast, which implies there will growth in economy in the year 2010. But it will not sustain in the year 2011 as the economy will do an about turn because of the unsustainable mountain of debt. 2.4 Strategy During this situation it needs to implement appropriate marketing strategy for get the consumer for their products. A brief overview of marketing strategy what it all about is described below. According to Mintzberg et al (1995) A strategy is the pattern or plan that integrates an organizations major goals, policies and actions sequence into a cohesive whole. A formulated strategy helps to marshal and allocate an organizations resources into a unique and viable posture based on its relative internal competencies and shortcomings, anticipated changes in the environment and contingent moves by the intelligent opponent. (p.5) Literature on marketing strategy and general strategy in recession are as follows: 2.4.1 Concept of Marketing Strategy According to Perreault and McCarthy (1999) a marketing strategy consists of a target market and a related marketing mix. It is a broad picture of a firms activity in a market. Target market and marketing mix are two interrelated part. In a target market there will be fairly homogeneous customer. A company wishes to appeal to those customers. The controllable variable is the marketing mix. Company puts these together to satisfy this target group. Marketing mix is being surrounded around the customer. A typical marketing mix includes some products offered at a price with some promotion. The reason is to tell potential customer about the product and a way to reach the customers place. According to Bearden et al (1995) marketing strategies consists of target market and marketing mix. First of all a target market need to select and after that marketing mix should be developed to satisfy that markets needs. Marketing exchanges are done with a defined group of consumers or organizations with whom a firm wants to interact. This group is the target market for that firm. Target market is appealed by an overall offer of marketing mix. Marketing mix consists of the decisions of four basic areas. They are product for example development of a product, service, or idea to exchange. Then the pricing like: what to exchange for the exchange. After that communications like as how to communicate with the target market about the possible exchange and finally distribution such as: how to get the product service or idea to the target market to consummate the exchange. The main key to marketing success is to satisfy the needs of the target market better than competitors. For which a c onsistent and integrated marketing mix need to be developed. According to Dibb et al (1994) first of all a target market need to select and analyze that market. After that an appropriate marketing mix for that market need to create and maintain. This is all about the marketing strategy. In elaborately means target market is the group of people to whom the organization wants to reach. And marketing mix are product, distribution, promotion, price and people. It will satisfy the people in that target market. In order to make the best use of the organization resources and tactics the marketing strategy is developed. It helps to articulate the plan to meet the objectives of the organization. It needs to deal with two broad set of variables to develop and manage different marketing activities. These variables are marketing mix and the marketing environment. Product, distribution, promotion, price and people are the decision variable of marketing mix. Organization has control over these factors. On the other hand economic, technological, political, l egal, regulatory, societal/green and competitive forces are the marketing environment variables. Organization has less control over these factors. But these factors affect buyer needs. It also affects decisions related to marketing mix variables. Marketer need to focus on different marketing task such as: market opportunity analysis, target market selection, marketing mix development and effective marketing development for developing and managing of marketing strategies. According to Kotler et al. (1999) target consumer is the centre of the marketing strategy. First of all company need to identify the total market. And then it divides the total market into smaller segments. After that company goes to select the most promising segments. And then company focuses to serving them. In order to serve the promising segment company needs design the marketing mix. Marketing mix are product, price, place and promotion. By using the mechanisms of company goes to work on them. Marketing mix is under the control of the organization. Number of factors need to take under consideration in order to identify an appropriate marketing strategy. These factors are target consumer, competitive environment, demand measurement and forecasting, market segment and market targeting. A short overview of these factors is as follows: Todays marketing place is very competitive. In order succeed in the todays market company needs to centered to the customer. Customers can be won from the competitor by delivering a greater value. However, before satisfying the customer company must understand first the needs of consumer and before going to satisfy them. After that company needs to know about the competitive environment around it. This environment is macro and micro. Political, economical, social and technological are the macro environment. All the organization faces it. Besides this companies also face a unique micro environment. After that it is the time to measure demand of the consumer. Company need to estimate the current and future size of the market and its segment. At first, company will identify all competing products. Then the current sale of the products needs to be estimated. Then it needs to determine whether the market is large enough to support another product profitably. It is equally important of the future growth of the market. If the forecast of the demand looks good then company decides to enter the market. Different types of customers, products and needs are the elements of a market. Marketer has to determine which segment offer the best opportunity in order to achieve the companys objective. In a market segment consumers responds similarly to a given set of marketing stimuli. Company can enter one or more segment of the given market after defining the market segment. Selecting one or more segments after evaluating each market segment is the market targeting. Large companies try to serve all market segments by offering range of products. On the other hand small companies decide to serve one or few special segments. According to Kotler and Armstrong (2008) company decides which market segment to enter. After that company decides how its market offering can be differentiated for each targeted segment. Company need to know about the position it wants to occupy in those segments. A companys product has a position in the market. It is a kind of position which occupies the mind of the consumer relative to the competitors product. By charging lower prices than competitors or by offering more benefits to justify higher prices can be done to offer greatest customer value. According to Wilson (1996) in order to get the competitive advantage over competitor, Michael Porter identified three types of generic marketing strategy in the year 1980. They are overall cost leadership, differentiation and focus. By pursuing a cost leadership strategy the organization concentrates upon achieving the lowest cost of production and distributions. So that it has the capability of setting its price at a lowers level than its competitors. In differentiation strategy the organization gives emphasis to a particular element of marketing mix that is seen important by customers. Focus strategy involves in concentrating its effort upon one or more narrow market segments rather than pursuing a broader based strategy. The firm will typically then depending upon the specific demands of the market, develop either a cost based or differentiated strategy. So, from the above literature about marketing strategy, it can be identified that it needs to know two main things for implementing the strategy. One is the target customer and another is the marketing mix. Marketing mix are product, price, promotion and place. If these are identified properly then it can be made an appropriate strategy for their business. It is important for an organization to run the business in a proper way with the right strategy. If the strategy fails then business will fail and incur losses in the long run. And if it is the recession the marketing strategy needs to be modified. A brief literature on marketing strategy in recession is as follows: 2.4.2 Marketing Strategy in Recession According to Shama (1993) during the recession, by using different strategies consumer demand can be stimulated. First of all target customers and the marketing mix need to redefine. Strategies can be offer the cheaper products, making the product line narrow, and use quantity discounts. Moreover, strategies can be changed by keep the price down, increase the promotion, and consumers need to get direct products offer. In order to protect from the recession, Bonoma (1991) advises to avoid practicing empty middle marketing, not to make mistake expansiveness for empire and need to do more for less. In a related study, Goerne (1991) suggest that in the promotion mix significantly more coupons need to use. To fight from the negative impact from sales during recession it needs to be done. It is important to make sure that the company is actually one of recession what the economic environment facing their organization. According to Dibb et al (1994) marketer and consumer decisions and activities both are influenced by economic and competitive forces of the marketing environment. This examines the effects of general economic condition. It also focuses on the buying power, willingness to spend, spending patterns and competition. In all countries the overall state of the economy fluctuates. These changes in general economic condition affects the forces of supply and demand, buying power, willingness to spend, consumer spending level and the intensity of competitive behaviour. Therefore current economic conditions and the changes in the economy have a broad impact on the success of the organizations marketing strategy. In the period of depression unemployment is extremely high and wages are very low. In this situation the total disposable income is at a minimum level. For which consumers loose their confidence in the economy. In order to remove the effect of recession and depression, governments need t o use both monetary and fiscal policies in the country. Money supply in the economy is controlled by the monetary policies employed by Government. As a result, it affects on spending, saving and investment by both individuals and businesses. Government is able to influence the amount of savings and expenditures through the establishment of the fiscal policies. Government need to adjust the tax structure and change the level of spending on benefits. Depression can be completely removed by the effective use of fiscal policies which is believed by some of the economic experts. According to Hudak (2009) for surviving in the downturn company need to know how it should market itself. Most of the companies respond in recession by cutting their budget to reduce cost. Often, marketin

The Gamma Knife Improves Treatment of Brain Disorders Essay -- Explora

The Gamma Knife Improves Treatment of Brain Disorders Advanced treatment for brain tumors and brain disorders, the Gamma Knife is a tool being utilized to treat thousands of functional brain disorders every year without the danger involved in invasive procedures. Not many people can say they were up and about the same day after treatment of a brain tumor. This is now possible with the Gamma Knife, a technology utilizing gamma rays to treat brain disorders successfully and with no incision. These requirements are essential when trying to treat the disorders in a sensitive organ as the brain, where millimeters may mean the difference between life or death or brain damage. Developed in 1968 by Swedish neurosurgeon Lars Leksell, the Gamma Knife was not used until many years later when advanced diagnostic methods were developed. With the advent of technology such as the MRI and CT scan, the Gamma Knife's full capabilities are finally being realized. Conditions often treated with the technology are arteriovenus malformations, acoustic neuromas, meningiomas, pituitary adenomas, and brain metastases. The risk of surgical complications is non-existent since the procedure is performed without an incision. It is also almost painless; patients usually opt for just local anesthesia and a mild sedative. The patient's head does not even need to be shaved for the procedure. During invasive procedures, surgeons are forced to actually penetrate the brain and work with MRI and CAT scan pictures to locate tumors and remove them. This is often an inaccurate procedure that may leave portions of the tumor still in the brain and require another operation. Another downside to invasive procedure is that tumo... ...Knife is also cost-effective. With no need for long hospital stays or rehabilitation, the procedure is obviously highly recommended by medical-insurance providers. The Gamma Knife is revolutionizing the treatment of brain disorders. Before, when a cancer spread to the brain, it was considered a terminal illness. Now, a patient is able to walk in and be treated in just a half hour. There have not even been any reported deaths or complications resulting from the procedure. It is being bought for use in many hospitals around the world and may be, in the not too distant future, as common as any other surgical procedure performed today. Bibliography http://www.chw.edu/mha/Gamma/gamma.html http://www.chw.edu/mha/Gamma/Q&A.html http://gammaknife.org/technical.html "Magnetic Resonance Imaging", Encarta. Microsoft Corporation, 1997.

Alaska-Does Its Oil Save our Nation

A territory is a large extent of land that belongs, or is under the jurisdiction of a certain government. It can also refer to a piece of land that is at a distance from the parent country or from the government itself (www.brainyquote.com, 2008).The certain places called territory are important to the groups of people that inhabit them due to several reasons. It is because territory means power and its role in securing nationhood, security and prosperity is a key for their survival (City, 2008).The concept of territory can be linked to ethnic races, nation, and states. Ethnic territories are only available to a certain race of people also known as tribes, and its primary importance to them is for the preservation of their culture and the value of the land that they inherited from their ancestors.Territories in terms of nation are those that are available for different races of different countries, and its primary importance is for security and in terms of the natural sources that ar e located within their territory.  Lastly, territories between states refers to those area within the same country but having different jurisdiction, and its primary importance is for the specific types of rules and regulations being bound their culture, that are being implemented for these certain localities. The competing use of territories can result to different challenges and conflicts. There have been many records of these territorial conflicts and some specific examples will be presented in this paper.An example of conflict between territories is the conflict between Russians and British. The conflict resulted when Russia proclaimed their ownership of a certain part of the Artic. This caused turmoil because it was Britain to first lodge a territorial claim over Artic in 1908.This conflict also involved other nations who are preventing other countries for the occupancy of the Artic. The major cause of this conflict is the huge oil and other mineral sources that are believed to be lying beneath the Artic (Stewart, 2007).Another conflict over territory is the oil drilling issue between America and Alaska. President George W. Bush is promoting the tapping of the Northeast Alaskan Oil in order to support America’s increasing demand for energy supply.However, a state territorial conflict between America and some inhabitants of Alaska arises arises. This is mainly due to the issue that the oil that can be obtained from Alaskan deposits will not be sufficient enough to pay for the potential environmental damage that can result from oil spills and oil drilling activities (www.govspot.com, 2008).Lastly, another example of conflict for territory is that of the Chaco War. This war was the result of territorial conflict between Bolivia and Paraguay due to the expansion activities of both parties for them to gain better hold of the Paraguay River, also known as Chaco Boreal.The route of Paraguay River is thought by the Bolivians to contain large oil deposits and it may be their primary reason for desiring to get a hold of its territory. The net result of this territorial conflict was a cease fire in 1935 and three parts of the region was given to Paraguay as declared by a truce that was signed to end the conflict between Bolivia and Paraguay (Lindsay, n.d).From the cases of territorial conflicts and challenges presented in this paper, it can be concluded that territorial grabbing is rampant all around the world, and is due mainly to arising interests in resources and land ownership.Works CitedCity, Jersey. (2008). The Importance of Territory. Retrieved April 12, 2008 from http://nandakumarchandran.sulekha.com/blog/post/2008/03/the-importance-of-territory.htmLindsay, Ryan. (n.d.). The Chaco War. Retrieved April 14, 2008 from http://www.american.edu/ted/ice/chaco.htmStewart, Graham. (2007). A Bitterly Cold War Over a Frozen Territory. Retrieved April 14, 2008 fromhttp://www.timesonline.co.uk/tol/comment/columnists/graham_stewart/article2 195749.ecewww.brainyquote.com. (2008). Territory. Retrieved April 12, 2008 from http://www.brainyquote.com/words/te/territory229138.htmlwww.govspot.com. (2008). Alaska Oil Drilling. Retrieved April 14, 2008 from http://www.govspot.com/issues/anwr.htm

Free Essays on Tounment

My stomach was turning, because I was very excited. The first day of my recreational soccer team’s first out of town tournament. The day was sunny, hot, and stirring with commotion. The Bandits were going to play some soccer. Saturday morning everyone on my soccer team met in the lobby of the Marriott in Beaumont. We piled into cars and headed to the soccer fields. We arrived and Coach Tim went to check us in. My team and I were standing around passing the ball, when Coach Tim walked over to us he had signed us up to late. We were all sad and thought we would have to go home, when the tournament director walked over to us and told us we could still play. He also told us that the only opening was in the under eight boys bracket. My team and I all agreed that we would: first of all, we were seven years old; and second of all; we wanted to play, not go home. So, there we were standing around waiting for our new Schedule to be delivered. When it was delivered we had to walk over to our first game. We ran onto the field and began our normal warm-ups. The referees walked onto the field and told us it was time to play. About that time my stomach felt like the butterflies would never go away. The whistle was blown and the game began. I was playing right forward when the ball was passed to me. I dribbled the ball as fast as I could, hoping and praying I would make it to the other end of the field. I lucky made it to the other side, and the goalie was starting to move toward me. I shot the ball and it hit him. I ran up and shot it again, but this time the ball flew to the back of the net. The rest of the game we went on scoring two more goals, winning our first out of town game. I will never forget that one game and the one moment when I scored the first goal, because I was congratulated so much it would have lasted me the rest of the year. Well, the rest of ... Free Essays on Tounment Free Essays on Tounment My stomach was turning, because I was very excited. The first day of my recreational soccer team’s first out of town tournament. The day was sunny, hot, and stirring with commotion. The Bandits were going to play some soccer. Saturday morning everyone on my soccer team met in the lobby of the Marriott in Beaumont. We piled into cars and headed to the soccer fields. We arrived and Coach Tim went to check us in. My team and I were standing around passing the ball, when Coach Tim walked over to us he had signed us up to late. We were all sad and thought we would have to go home, when the tournament director walked over to us and told us we could still play. He also told us that the only opening was in the under eight boys bracket. My team and I all agreed that we would: first of all, we were seven years old; and second of all; we wanted to play, not go home. So, there we were standing around waiting for our new Schedule to be delivered. When it was delivered we had to walk over to our first game. We ran onto the field and began our normal warm-ups. The referees walked onto the field and told us it was time to play. About that time my stomach felt like the butterflies would never go away. The whistle was blown and the game began. I was playing right forward when the ball was passed to me. I dribbled the ball as fast as I could, hoping and praying I would make it to the other end of the field. I lucky made it to the other side, and the goalie was starting to move toward me. I shot the ball and it hit him. I ran up and shot it again, but this time the ball flew to the back of the net. The rest of the game we went on scoring two more goals, winning our first out of town game. I will never forget that one game and the one moment when I scored the first goal, because I was congratulated so much it would have lasted me the rest of the year. Well, the rest of ...

HR managers want every job candidate to ask these questions

HR managers want every job candidate to ask these questions You’re feeling prepared for your interview. You’ve practiced your handshake (firm, confident). You’ve got your talking points down cold and are ready to answer just about any question thrown your way. But are you ready to ask questions yourself? An interview isn’t just fielding questions and making eye contact with your interviewer- it’s a dialogue between the two of you (or more, if you’re facing a panel-type situation), so it’s crucial to remember that you should also be asking questions too. Let’s look at some of the questions that HR managers look to hear from good, engaged candidates for a job. Questions About the CompanyA great interviewee is going to come armed with both knowledge and questions about the hiring company. You don’t need to memorize every word of their corporate webpage, but a look at the mission statement and any relevant news articles is a good place to start. Once you have that baseline of info, yo u can ask informed questions about the company.Here are some examples:I know that this company prioritizes sustainability. How do you see this role fitting in with that mission?I was interested by the differences between this company and X Co.’s approach to ____. Who do you consider your top competitor in the field, and why? Where do you see the company evolving over the next five years in this industry?Where does this role fit in the company’s overall strategy?What defines â€Å"success† here at this company? What defines â€Å"failure†?Questions about the company, as well as its goals and values, show that you’re interested in becoming a part of the team- not just scoring a job offer. Cultural questions indicate that you’re aware of trends in the larger industry as well as in this company.Questions About the JobIdeally, you’re going to be the person they hire for this job, so it’s important to show a) curiosity; and b) that y ou’ve put a lot of thought into this opportunity. These aren’t questions like, â€Å"so what is this job, anyway?† These should be more substantive questions about the parts of the job that may not be obvious from the description.Here are some examples:What are your expectations for this role?What do you see as the long-term significance of this role in the company?What’s the management style in this department?What is the typical career path for someone hired into this position?Is this a new role? If so, what need was it created to fill? If not, can you tell me what happened with the last person in this role?What are the biggest obstacles facing this team right now?What’s the primary goal of this role in the first 90 days? The first year?What would you say is the biggest challenge/project on the horizon for this role?What would you say is the most challenging part of this position?These questions indicate that you’re envisioning yourself se ttling into the role and considering the day-to-day tasks as well as opportunities to grow.Questions About LogisticsIn the interview, it’s natural to wonder about things like what the next steps are. There are ways you can phrase this that make them intelligent questions. Here are some examples:Thanks so much for meeting with me today! What can I expect, in terms of next steps?Is there anything else I can do to provide more information, or otherwise follow up with your team?What Not to AskSalary questions. These are almost always better saved for later in the process, once you’ve got an offer and can begin negotiating. Mentioning it during the interview can seem overeager.Specific demands. The interview is also not the time to announce that you’re going to need X time off, or request that you get an answer within three business days.Personal questions. Your interviewer may have family pictures on her desk or little tchotchkes that suggest a hobby. That can be a small talk facilitator at the beginning of the interview (â€Å"Hey, we root for the same World Cup team!†), but it’s really not an opening to ask a bunch of invasive questions. Remember, you’re being interviewed for a job- it’s not speed dating.As long as your questions are thoughtful, professional, and require more than a yes or a no, they’re likely to be welcomed throughout the interview or saved for the end. Remember that the goal is to show how interested you are in this job and demonstrate that you’re engaged fully in this process. Good luck!

Terrorism Threat and Business Continuity Essay Example | Topics and Well Written Essays - 3000 words

Terrorism Threat and Business Continuity - Essay Example Business stalled for some time. Many resources were used to re-stabilize the nation and start all over again. However, the main concern from the businessmen all over the globe who are faced with such challenges is whether their businesses will be affected in the event of such acts of terrorism befalling the nation in which they operate. The governments of the world today are tasked with the prerogative of ensuring that they maintain a state of stability in their nations. Billions of money are spent each year towards this effect. And the reason this is done is simple enough; without a state of stability, businesses fail and the economy crumbles. It, therefore, becomes a matter of paramount importance to curb the risk of terrorism if only to protect our own lives as well as sources of our livelihood. There are various ways in which governments of the world today have engaged themselves actively in the act of ensuring that they mitigate the threat posed by terrorists and in the process assure the business people of the guaranteed security for the continuity of their businesses (Crenshaw, 2000, p.405). On the same note, it is important to ensure that the measures are taken to curb terrorism also fall in line with the human rights concerns. People understand that lives could be lost in the process and as such, they ensur e that maximum precaution is taken to align themselves with the concerns of the human rights in a civil or democratic society. To this end, this paper seeks to take an in-depth look into some of these risks and the mitigation measures applied and how they have had an effect on the business continuity as well as on the human rights concerns. It will define what terrorism is, connect it to how it is a threat to business continuity as well as human beings and finally discuss the ways of mitigating this risk. Various scholars have come up with various definitions of terrorism that are all intertwined. Salazar, Rocco and Rio (2007, p. 327) state that terrorism is a deliberate and disastrous attack on key infrastructure in the world.  Ã‚  

Human Computer Interaction PowerPoint Presentation

Human Computer Interaction - PowerPoint Presentation Example On the other hand, most students described the second website as very good owing to the ease with, which one can navigate through it and detailed information provided therein. In the second website, readers can also download PDF documents in that contain detailed information. The main reason for selecting the two websites above is based on the fact that they provide relatively more elaborate information as compared to the other websites that were examined. They also included some background photos that basically attract web browsers. However, these websites can be improved by including more photos and provision of more pages with proper and attractive images to attract users. Moreover, user engagement on these websites can be improved through provision of contacts where users can seek for further information. The websites can also create user-feedback sections to ensure that their users are engaged by providing information in relation to the various features of their websites i.e. indicating whether the information in the website is useful and whether the website is easy to use. "Managing supply chain risk - A HCL perspective." HCL Technologies: Transformational Global Services for IT and Engineering. N.p., n.d. Web. 4 Mar. 2014. . "Perspective: HCL Technologies - Retail Technology Vendor Profile - AP9140603U." Perspective: HCL Technologies - Retail Technology Vendor Profile - AP9140603U. N.p., n.d. Web. 4 Mar. 2014.