Causes of Vietnam War Research Paper Example | Topics and Well Written Essays - 2000 words

Causes of Vietnam War - Research Paper Example The aforementioned events included the  Ã¢â‚¬Å"Berlin Blockade  from 1948 to 1949, the  Korean War that lasted for more than three years, the  Berlin Crisis in the year 1961, the  Vietnam War that continued for almost twenty five years, the  Cuban Missile Crisis, the invasion of Afghanistan by the Soviet forces  (1979–1989), and the  Able Archer  NATO exercises in November 1983† (Major Events of the Cold War n.d.)3. In the early 10th Century A.D, during the Tang Dynasty in ancient China, the dynasty’s economy and military’s gradient started to fall and over the time it weakened to such an extent that the Vietnamese population of the Red River Delta, an area invaded by the Chinese back in 100 BC, rebelled against their Chinese rulers and set up a traditional, native dynasty in the northern conurbation of Hanoi. Later in 1462, the emperor Le Loi got rid of all the remaining Chinese warlords in the region. In the 19th and 20th centuries, the Mekong River delta got populated as the aforementioned Vietnamese population moved southwards. ... ld, as it was â€Å"close to the South China Sea and countries such as India, Indonesia, the Philippines, Thailand, Malaysia, Singapore, and southern China† (Meehan n.d.)4. Taking advantage of the vital geographically strategic position of Vietnam, the Portuguese made their entry into the country in the 16th century, followed by the French and the Dutch, however, after continuous fights over power and control, the French established Vietnam as their colony and gained control of the country. The French ruled Vietnam from the year 1887 to 1954. Vietnam was considered a major addition to the French Indochina Empire, however, the sixty seven year old rule of the French over Vietnam was considered as one of the harshest and the crudest times in the history. The French governance dripped of nepotism, discrimination – of all sorts and Vietnam was considered as a personal golden egg laying hen for the French, which was exploited for personal gains and benefits but was not paid back and credited, what it deserved. The production and sale of alcohol and salt was put under the statutory control of the government, which meant that it could not be sold or produced privately. This resulted in an economic outrage amongst the trader fraternity, which continued for years. Rice was exported from the French-owned plantations only, while many Vietnamese locals did not have enough to eat. The French imposed strict sanctions on the labor as well. The labor rights were violated and workers were imprisoned if they attempted at leaving their jobs. The majority of the laborers imprisoned were either mine workers or the ones who worked as farmers in the rubber plantations. Under the subject of economics, the government took no measures to control the inflation, yet multiplied the taxes. The

Business Essay Example | Topics and Well Written Essays - 2000 words - 10

Business - Essay Example Hence, some members of the society have organized NGOs, non-profit, voluntary organizations which seek to promote social justice by protecting the right of human beings and by providing basic social services to them (Koehn, 2002). Since NGOs have a growing impact on the society, it is important to determine and assess their roles. This paper evaluates the role of NGOs in international development through different development theories and by studying specific cases. Ultimately, this paper aims to determine the extent to which society needs NGOs. Development is a complex process which experts attempted to explain through theories. Modernization theory is among those. This theory states that development should aim for economic growth, equity, democracy, political order and stability, and autonomy (Princeton University, 2006). When it comes to economic growth there is but very little, if not absolutely nothing, that NGOs can contribute. However, NGOs can play a huge role in the attainment of the other goals of modernization that Huntington proposed, especially when it comes to equity. People who unite to form NGOs can help in minimizing wealth inequality, which is often manifested by the lack of access by some individuals to basic social needs and services. NGOs may not be able to promote equity in the whole society but they can do so within smaller communities. An excellent example of this is the case of one Romanian NGO called the Association of Former Baragan Deportees of Timisoara, Romania. Under the leadership of Adam Balmez, the NGO united thousands of deportees who lobbied for reparations for their suffering caused by the cruelty of the communist regime. The NGO also helped in bringing to public the suffering that more than 40,000 people had endured because of communist brutality. The Association has not limited its actions into legally advancing the rights of deportees. It has also provided its members with basic social

Geriatric Health Conditions: Types, Causes and Support

Geriatric Health Conditions: Types, Causes and Support Name: Clare Josephine Montuya Student No: 12001442 Introduction Generally, as we are living in the area of progression, we forget to look back into the ones, who in their prime, have done their best to establish the growing community that we are today. We tend to forget that we age along just like them. From this sentiment alone, we should be able to return the favour by means of answering their needs in a holistic manner and at the same time educating future generations about any problems that may arise from present-day health care so they would innovate means to address them in the near future. Time after time, problems tend to arise not from the premise that people have pre-existing health-related problems but from needs that have been overlooked or unaddressed. This report aims to discuss existing knowledge on common geriatric conditions, support organizations as well as services provided to the present day geriatric population so that rest homes, particularly Kindly Residential Care Rest Home, would be able to meet or exceed the expectations of clients or residents. Task 1 Dementia Dementia is a progressive-degenerative disorder that widely affects the general geriatric populace. It is progressive in a sense that those affected by it tend to develop severe symptoms as they age and degenerative by nature because of degeneration of certain and/or parts of the brain, resulting into changes in cognition, emotion, behaviour and personality. Although this may be prevalent among the elderly, this does not mean that the young adult populace is exempted from such. In present-day society, young adults tend to develop symptoms sooner than they think and tend to disregard the possibility of developing dementia in the long run. A hallmark sign of dementia is forgetfulness or short term memory loss. People as early as in their twenties tend to forget the keys to their room, their mobile phones, their assignments, and all other day to day activities no matter how simple these tasks may seem. But memory loss alone is not enough to diagnose dementia. A person should be able to have memory loss accompanied by four or more of the following criteria: language disturbance, trouble carrying out motor activities, failure to recognize or identify objects and trouble with planning, organising things and making judgments (Perkins, 2013). The severity of dementia can be categorized into mild, moderate and severe. In mild dementia, one can still be independent in carrying out certain tasks though they may tend to have one or two symptoms of it. This is most prevalent in the young to middle adult stage. In moderate dementia, supervision may be required to be able to execute important tasks and most likely some of a few activities of daily living. In severe cases, full and extensive assistance and supervision is needed to carry out activities of daily living. Early Stages of Dementia Early symptoms of dementia may vary in progression depending on the type of dementia presented. Dementia may be categorized into the following: Alzheimer’s disease Short term memory loss is the most profound symptom of the disease. A good example of such would be losing or misplacing things, inability to concentrate or focus, inability to follow conversations, have trouble using the telephone since he or she would tend to forget phone numbers, inability to keep track of recent events at certain times and constantly ask questions for a time because he or she forgot the answer. Another symptom would be having trouble to plan, organize or carry out decisions. One could forget to pay the bills on time or even keep track of certain events in the office and the like. Poor sense of direction is another where one lost his or her way in a mall he or she has visited more than twice in a week. Emotional changes may happen as well, such as increased anxiety, embarrassment in social situations, anger or frustration, powerlessness, suspiciousness, boredom or worse depression. Vascular Dementia Due to any damage or obstruction in the blood vessels in the brain, certain parts of the brain are deprived of oxygen from insufficient blood supply, hence causing damage to certain lobes of the brain responsible for cognition and emotion. Although short-term memory loss is a common denominator for all types of dementia, another significance of this type is the earlier onset of the loss of executive skills. Considered to be an after effect of multiple stroke attacks, it causes a lot of frustration, most particularly the emotional aspect of a person’s well-being. They become overly emotional at most times. In the medical world, a person becomes labile. A person may tend to be furious over a small issue or even cry at something funny. Lewy body dementia Persons suffering from this type of dementia would usually display loss of concentration and impaired judgement. Short-term memory loss is usually present but at its earliest stages, it is way better compared to Alzheimer’s disease. Another unique symptom would be able to have visual hallucinations, which would eventually lead to fear and depression. Frontal lobe dementia The front lobe of the brain is mainly affected in this particular type of dementia due to insufficient blood supply. They may have some similarities with vascular dementia but in its earlier stages, people suffering from such type would initially experience personality changes such as being tactless or breach rules of social etiquette. They tend to have difficulty expressing their feelings and have a problem reciprocating the appropriate response or emotion. Worst case scenario, they express no concern for their surrounding environment. They tend to feel that they are purposeless, so they tend to slack off or feel powerless to do anything. As a result, hygiene would be a concern for them and would require assistance and supervision in carrying out certain tasks of daily living. Interventions Regardless of what type of dementia the person has, dementia in its early stages is not to be taken lightly. Awareness is the key so information on dementia should be disseminated especially to clients and their families who are directly affected by it. This also does not limit to direct family members of the client but also to other health care professionals involved in his or her care. Taking care of the financial and legal aspect in the earlier stages of dementia is one of the many important things to prepare before the client. Security of assets such as having joint accounts, or preparing last will and testament and making advance directives before the client reaches a severe stage of dementia. Another would be to develop a routine for them to do and make these tasks simpler than they used to be. In any case there is a certain routine that they stick to, never break their routine. Providing them references to different support groups and providing access to their services is the best intervention so they could achieve the quality of life they desired. Support Organizations Access to these support groups would be essential to the geriatric populace. Alzheimer’s New Zealand This organization aims to disseminate information and promote high standards of education for people with dementia, their caregivers, families and health professionals. The regional member organisations may offer all or some of the following services: Support through group â€Å"get-togethers† for the person diagnosed with dementia Support group meetings for carers and family members Home visits by member organisation staff or field workers Carer education programmes Volunteer services Day-care programmes Regular newsletters Library – books and audio resources (http://www.alz.org/documents_custom/world_report_2012_final.pdf ) Eldernet This support group provides options to clients as to how and where they want their care delivered. Either they need care delivered in a large community or in the comforts of their home, Eldernet is able to provide links to these services such as list of different residential care homes, rest homes, support services and retirement villages. National Dementia Cooperative The said support group has been created to facilitate sharing of information regarding support systems made available and share ideas to achieve the goals of the cooperative. Age concern Age Concern provides free and confidential Elder Abuse and Neglect Prevention Services in many major cities and provincial areas throughout New Zealand. These services employ professional staff to work with older people and their carers, providing support and advocacy so that older people can be happy, healthy and safe. The services also raise awareness of elder abuse by providing education for aged care workers, community groups, families and anyone with an interest in the wellbeing of older people. There are also other providers of Elder Abuse and Neglect Prevention Services. (http://www.ageconcern.org.nz/ACNZPublic/Services/EANP/ACNZ_Public/Elder_Abuse_and_Neglect.aspx?hkey=df8b9042-ce1e-4d3a-9fe5-861fc17d2ecf) New Zealand Aged Care Association New Zealand Aged Care Association (NZACA), is a not-for-profit, national membership organisation which represents all parts of the aged care residential sector. Our members provide long and short term residential services to the over 65 cohort. Services include: Long term residential care Rest home care Hospital care Dementia care Psychogeriatric care Short term residential care Respite care Carer support care ACC care Non-weight bearing care Services Residential care This type of service is ideal for clients whose family wishes them to stay for a long period of time. People entering into residential care would normally experience separation anxiety and would be difficult for the staff to establish rapport. As much as possible, an initial assessment for the first 48 hours is made and the staff should be able to gather enough information as to the routine care that they will be able to include in their care. After enough background history or information is gathered, a profile is made as basis for the plan of care. The care plan is then discussed with the family and must be reviewed or updated every six months or when significant changes have taken place. Regular meetings with the family are held every now and then to promote collaboration in the care of the patient. Activities cannot be only limited to the confines of the facility but outings are encouraged as well. A walk in the park, spending the afternoon in a familiar coffee shop or any recrea tional activity that keeps them company. But when it comes down to having outpatient visits to the doctor, a family member must accompany them as they know the history of the patient well than any other caregiver. In any case they wish to have services such as a reflex massage on the foot, or a manicure or pedicure, or hairdresser, these services can be brought from the nearest parlour to their very doorstep. But when dementia gets severe enough that the facility can’t handle, these clients will then be endorsed or sent to a higher level of care facility such as the hospital. End of Life Support Palliative care is an essential care pathway when clients reach their terminal stage in life. This not only applies to the physical aspect but also the emotional, cultural and spiritual well-being as well. Advance directives are made in advance while the client’s cognition is still intact and involve the family as well in the decision-making. Heaps of issues tend to arise from this as well, affecting the delivery of care to clients. One would be medical issues, such as addressing clients with terminal stage illnesses like pneumonia, cancer, chronic kidney disease, diabetic ketoacidosis, stroke and more chronic diseases. We should also consider the hydration status and nutrition of each of the clients to ensure that they keep up with their nutritional needs. Another issue to address is euthanasia or â€Å"Death by Dignity†, an ethical issue that is still debatable to this day. According to Perkins, a system called Liverpool Care Pathway was developed to ensure the best p ossible end-of-life care delivered to the individual in the last few days of his or her life (Perkins, 2013). In the care of the terminally ill in the home setting, a private duty nurse can be arranged to assist the family in taking care of the client. Hospices Though this may be similar to end of life support, these facilities specialize in taking care of demented clients with diseases such as cancer or HIV/AIDS. Palliative care is still the main intervention for this facility. Hospitals These facilities offer numerous services open 24/7 to be able to cater to the health needs of patients requiring a higher level of care. In this setting, they require to people to assist in the care of the client. Demented clients who become frail and enter into dementia of a severe kind are most likely to be admitted. Rest Homes In this facility, the residents are more likely to take care of themselves independently but still require supervision and a bit of support from health care assistants. These are privately-owned and offer 24-hour staffing who are trained well in dementia care. A registered nurse may be present but not at all times. They tend to have limited hours to visit and may tend to visit whenever there is an emergency. Advocates Advocates for the demented elderly support their rights to care they deserve in order to achieve good quality of life. They organize and provide information about dementia and share links to certain support groups. They do everything they can to help protect and defend the rights of the client in getting what they want out of the care given. Task 2 On Stigmas of Dementia They say that what you wouldn’t know couldn’t kill you. What if what you thought about dementia isn’t as bad as it seems? What if something you thought was wrong seemed to help at all? Here a few things that you thought wrong about dementia: Social isolation of the individual and their family What it actually is†¦ People shouldn’t look at dementia as something to be ashamed of but rather something that could open barriers of communication. Individuals who suffer from dementia tend to create more bonding moments with their family and their caregivers as well as both family and caregivers collaborate together to give much attention to the needs of the client. Being a resident in a rest home doesn’t mean being confined behind four walls for the remainder of his or her life. Recreational activities in the facilities and getting them involved in support groups help answer the emotional and social needs of the residents and clients. So people should start to see that they won’t be that alone after all. Assumption of automatic loss of independence What it actually is†¦ Dementia, once diagnosed at an early stage, can still be managed since it is in this stage that people can still carry on effectively and independently certain activities of daily living. Although they may be under supervision, that does not mean that independence has been totally taken away from the individual. Health care providers stick to the code of upholding the rights of the clients, therefore independence isn’t lost after all. Unable to make decisions about own care What it actually is†¦ This stigma may be considered granting to it that one is already in a severe case of dementia. Though health care providers and family members tend to make certain decisions on the care of the client, they are still guided by the laws protecting the rights of the client to make health care decisions. If the client has something to say about how he or she wants it to be, then there is nothing they can do but respect it. Therefore, clients can still make decisions about their own care after all. Dissatisfying interactions with the medical community What it actually is†¦ A lot of issues tend to arise from care rendered by caregivers. Proper lines of communication is essential to establish rapport and eventually gain cooperation from the client. Health care providers, especially trained in dementia care, are guided by the ethics in caring for these clients. Though there may be a few reported to have ill-mannered staff, that does not generalize the entire medical community to be the same. Appropriate disciplinary actions will take place and every client has every right to complain about the care rendered to them. Therefore, not all health care providers in the medical community are that mean after all. Uncertainty of support services and treatments What it actually is†¦ Support services and treatments are all just a click away. The internet is flooding full of advocacy organizations and support groups, which allows families and affected individuals as well easy access to the services they desire. If in any case that the internet is not within their reach or when computer literacy may pose as a challenge to the elderly populace, then they can always consult health professionals for referrals to such support groups. After all, there is no harm in asking. Conclusion Awareness is the key to unlock all the possible barriers to the demented client’s right to attain the quality of life they desire. Raising awareness of dementia, especially in its early stages, and eradicating any stigmas surrounding it would be able to help the affected individuals gain access into support systems that are readily available to accept them and advocate their rights to proper care and treatment. As soon as they get in contact with these links of support groups, they could gain access to the services they desired. Cisco Systems: SWOT Analysis and Marketing Analysis Cisco Systems: SWOT Analysis and Marketing Analysis Principles of Marketing Abstract This study aims to provide information on key marketing concepts and strategies adopted by Cisco Systems Inc. It critically analyzes Ciscos business strategies and practices by describing and evaluating its market orientation along with the impact of its marketing practices on business thereby providing an overview of its competitive advantage and SWOT analysis. One of the most vital and comprehensive marketing tools Ansoff Product-Growth Matrix has been implemented for Cisco, identifying its potential development, segmentation and diversification tactics. Porters Five Forces framework has also been included to derive five forces that determine competitive intensity and attractiveness of markets. Ciscos B2B and B2C segments are identified in conjunction with the marketing mix of product, price, promotion and place to support its marketing strategies in order to align it with its adopted business model. Introduction Cisco Systems Inc, a networking systems developer and manufacturer, was founded by two computer scientists at Stanford University in 1984. Cisco went public in 1990. Computers on local networks had not been able to communicate easily with computers outside that network, until Cisco introduced its first commercial router in 1986. Geographically dispersed networks of computers using different networking protocols, were able to be linked together by Ciscos multi-protocol router. Cisco quickly emerged a global leader in networking hardware, software and services, expanding to over 40,000 employees along with annual revenues of $23.8 billion by the end of 2000, although the economic downturn affected Ciscos 2001 revenues and compelled Cisco to layoff close to 14% of its employees (Massachusetts Institute of Technology 2001). Cisco Systems, Inc. is the global leader in computer networking for the Internet. Today, networks form an integral part of education, government, business systems and home communications. Cisco hardware, software and service contributions are used to establish the Internet solutions that make complex networks possible, enabling easy access to information anywhere, at any time, by individuals, organizations and countries. Additionally, Cisco has pioneered the utilization of the Internet in its own business practices and provides consulting services based on its experience and expertise to support other organizations around the globe. Since the companys inception, engineers at Cisco have promptly contributed in the innovation of networking technologies based on Internet Protocol (IP). This tradition of IP innovation endures with the evolution of industry-leading products in the core technologies of switching and routing along with advanced technologies in areas like home networking, security, IP telephony, storage area networking, optical networking, and wireless technology. Cisco offers a broad range of services, including technical support and a dvanced services in addition to its products. Cisco markets its services and products, both directly through its channel partners as well as through its own sales force, to service providers, commercial businesses , large enterprises and consumers. Social responsibility and customer focus are the core values on which Cisco operates as an organization (Cisco Systems Inc 2004). Over time, Cisco has proved its ability to successfully capture market transitions. Commencing in 1997 with the certainty that voice and video would all be converged to one, proceeding to the Network of Networks in 2000 and the network becoming the podium for all related web technologies and the base of customer solutions along with the most recent market transition of collaboration and Web 2.0 technologies. At Cisco, product offerings evolve as per market transitions only to best meet customer requirements. Cisco has emerged from Enterprise and Service Provider solutions to recognizing and approaching customer needs in numerous other segments including Small, Consumer and Commercial. To a large degree, the network has evolved to into a platform for providing one transparent and seamless customer experience. A key aspect of Ciscos culture is connecting and collaborating with others to make the world smaller through innovative technology and use it to enhance life experiences. Thats the Human Network a place where everyone is connected. (Cisco n.d.) Market Orientation Jaworski and Kohli (1996) defined market orientation as the organization wide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments, and organization-wide responsiveness to it. Customer and Market Focus In recent years, market-driven organizations have begun to evolve as the new industry giants. The market-driven formula for success in todays marketplace is to produce the right product at the right price at the right time (Bill Barrett 2001). The right product is the one that solves the customers problem and delivers the highest value. The right price is what the customer is willing to pay. The right time is when the customer needs the product. Customer needs and priorities are continuously changing. Therefore, an organization must know how customers wants, needs and values emerge over time to be successful. To gain the desired knowledge of the customer, an organization must focus on the current and prospective markets and customers it serves and put the customer first in every aspect of the organization. Marketing-orientated companies focus on customer needs (Jobber 2007: 6). By including the customer in an organizations mission and goals, market-driven organizations make providing value to the customer a top priority. This commitment to the customer is evident in Cisco Systems mission statement: To shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners (Cisco n.d.) Ciscos market focus begins with its emphasis on delivering unprecedented value to its customers, as well as other stakeholders, including employees, investors, and environmental partners. Ciscos mission statement is consistent with market-driven perspective of serving the objectives of all the stakeholders (Bill Barrett 2001). We believe Ciscos market orientation emphasizes continuous improvement of the processes since information gathering is one of the main characteristics of a market driven organization. As the market demands and customers requirements change continuously, it is extremely essential for such organizations to gather relevant data in all environmental sectors competitive, political, cultural, economic, technological, human resources and most importantly the consumer. Thus, it can be said that Ciscos orientation is rightly aligned with its mission statement./p> Relationship Strategies The market-driven concept suggests that putting the customer first in all aspects of an organization results in satisfying all stakeholders, which challenges the belief that multiple stakeholders often have conflicting goals. Market-driven organizations use relationship strategies to form partnerships and alliances with stakeholders to create synergy and minimize or eliminate conflicting goals. Cisco Systems has formed strategic alliances with suppliers and customers to deliver a customer-centric, total solutions approach to solving problems, exploiting business opportunity, and creating sustainable competitive advantage for our customers (Bill Barrett 2001). Cisco and its partners recognized that their products and services, combined with those of suppliers and customers, created a total solution that was more valuable than the sum of the individual pieces (Bill Barrett 2001). The most fundamental way in which Cisco views its strategy is around the idea of change, and how change aff ects customers. Essentially, it believes that market transitions that most affect customers define competitive opportunities. Change is recognized as endemic and adaptation considered to be the Darwinian condition for survival (Jobber 2007: 6). Cisco prepares for market transitions by listening to customers and by taking risks, innovating and investing 3-5 years in advance of a major transition in order to capitalize on it before competitors when the transition is realized in the market (Cisco n.d.). Ciscos vision and innovativeness can be clearly seen from the above statements that promote its connoisseurship in computer networks and the recent developments of the Internet. Its ability to anticipate and prepare for such market transitions is the key plot of its customers and its own success. Changing needs present potential market opportunities, which drive the company (Jobber 2007: 6). Cisco makes every effort in its power and scope to work towards its vision by its innovativeness which has provided enormous potential market opportunities. This approach is by far one of the largest contributors to its success in the Silicon Valley amongst its competitors in the industry. It has led to Cisco being one of the big names among industry giants like Microsoft, Apple, Sun Microsystems etc. Elements of Market Orientation Customers guide where we go and we stay ahead of market shifts so that we are ready to help our customers evolve, as their industry evolves (Cisco n.d). The customer centric approach is vital to the product development at Cisco. It signifies the presence of market orientation in the organization with respect to the customers needs and requirements that form the basis of marketing strategies at Cisco. Some of the most influential market orientation elements are strategies based on providing value for customers, rapid response to negative customer satisfaction, immediate acknowledgement to competitive challenges, and speedy detection of changes in customer product preferences (Pelham 2000). Cisco has been concentrating on the consumer markets as part of their marketing strategies. It transitioned itsLinksyssubsidiary into a dedicated consumer business group, formed a consumer-focused council, and made key changes in the way it builds consumer products. This change has accentuated Cisco s efforts in building brand awareness among customers worldwide. Cisco has tried to adopt a unified approach to consumer market since it acquired Linksys, a home networking company. It can be seen as a strategy based on creating value for customers and its focus on the much fragmented home networking segment where Cisco had expansion plans due to its belief in home networking being on the cusp of a major market transition. Cisco Business Strategies Reaching Market Adjacencies through a New Management Model Cisco business strategy for the fiscal year 2009 was to address not less than 30 market adjacencies, and they concentrated mostly in those areas where the networking technology and protocols have not seen widespread adoption (Chambers 2009). Emerging markets like India and China have provided Cisco ample growth opportunities and value for their customers and shareholders. In order to capture these opportunities, Cisco requires to move with speed and thought leadership. To accomplish this, they have a new management model based on Councils and Boards which will collaborate to set a long term direction for their business strategy. The council and board members decisions will help the organization to ensure that the goals are aligned throughout the company (Chambers 2009). Capturing Market Transitions Ciscos success also comes from capitalizing on market transitions before they occur. Their goal is to capture these market transitions faster than their competitors by identifying the technologies which play a crucial role in the future of communications and Information Technology. Acting on this differentiated strategy, they made multiple acquisitions in fiscal 2008 2009 (Chambers 2008) including wireless, unified communications and security technologies. Cisco continues to grow through internal development, acquisitions, their global partnerships, and cross-functional teamwork. One area of their differentiated strategy includes a goal of growing each product category in their advanced technologies to capture $1 billion-plus in annual revenue and the number-one market position (Chambers 2008). Providing customer satisfaction is one of Ciscos core values. Creating sustainable customer partner ­ships is a crucial part of Cisco strategy and provides invaluable insight into market tr ansitions. In addition to their technology, Ciscos knowledge of economic development, education, government, healthcare, national security and public safety issues has increased customer trust in Cisco (Chambers 2008). Being close to their customers is they believe the best way to uncover opportunity for the next market transition, long before it becomes obvious to others. Sustained Differentiation across Customer Segments and Geographies Ciscos strategy is made upon four pillars: To capture customer driven market transitions by identifying, investing and positioning. Constant innovation which is enabled through building, buying or collaborating with their partners. Cisco differentiated market approach with their ability to bind together both their business architectures and the technology. Prioritization of initiatives and cross functional teamwork that drive execution across customer segments, products, geographic theaters and value added services. Ciscos differentiated strategy has evolved based on their customer requirements to create sustainable differentiation in the industry and better serving of the needs of all their customers (Chambers 2007). Cisco is continuing to expand their services, product offerings and distribution capabilities to the strategic market. Small and medium sized businesses are increasingly taking on networking technology as they realize efficiencies from their investments in Ciscos products. With the use of efficient networking hardware and software products, SMEs have discovered new ways to work effectively and efficiently (Chambers 2007). From a geographic perspective, Cisco was pleased with the strong and balanced performance they achieved in their four largest theaters. These include European Markets, United States and Canada, Emerging Markets and Asia Pacific. Perhaps Ciscos greatest geographic success of fiscal 2007 was their Emerging Markets Theater, where their revenue grew by 39 percent on a yearly basis (Chambers 2007). Cisco believes that its business processes and collaborative approach to their emerging markets sector have significantly contributed to its growth. Cisco Channel Strategy Cisco is partnering with best in class providers to ensure that their customers receive the highest standard of support and the solutions for its products (Cisco 2009). They consider their partners as an extension of Cisco and their partnerships are truly based on long term commitments and mutual benefits. Cisco is creating market growth through their direct investments, in conjunction with the investment in partnerships which allows them to expand their knowledge, visibility and experience in new technologies. Ciscos strategy is to actively invest in all the major technology segments on a global basis. As with acquisitions, all the investment targets are thoroughly examined and analyzed for both their business and technology. Below are the Cisco acquisitions for the fiscal year 2009 (Cisco 2009). Set-Top Box Business of DVN (Holdings) Ltd.-November 2, 2009 DVN has major operations in China and they are the market leader in digital cable solutions. DVN shares Ciscos vision of performance, scalable and services-rich cable interactive platform extending into every home.Market opportunity for Cisco with this acquisition is cabling solutions. ScanSafe, Inc.-October 27, 2009 The company ScanSafe is a market leader of software services and they provide web security solutions for global enterprises as well as small businesses. By this acquisition Cisco can lead as provider of on-premise content security and their market opportunity from this acquisition turns out to be network security. Starent Networks, Corp.-October 13, 2009 Starent Networks is a leading supplier of IP based mobile infrastructure solutions, targeting mobile and converged carriers. According to Cisco there is an active investment in this market by the service provider, since the global mobile data traffic is expected to double every year. The market opportunity for Cisco with this acquisition is mobility. Tandberg-October 1, 2009 Tandberg is a global leader in video communications. They have a broad range of world class video endpoint and network infrastructure solutions. So with this acquisition, Cisco will expand its collaboration to offer more solutions to a number of customers further accelerating market adoption globally. Tidal Software, Inc.-April 9, 2009 Tidal Software is the creator of intelligent application management and automation solutions. This acquisition will advance Ciscos data center strategy by enhancing product and service delivery offerings. Pure Digital Technologies Inc.-March 19, 2009 Pure Digital, are creators of the best-selling Flip Video brand. They are pioneers in developing consumer friendly video solutions and with this acquisition Cisco can expand in the media enabled home solutions segment and capture the consumer market transition to visual networking (Hooper 2009). Richards-Zeta Building Intelligence, Inc.-January 27, 2009 Richards-Zeta Building Intelligence Inc, they are leading provider of intelligent middleware technology that enables businesses to integrate building infrastructure and information technology (IT) applications over a common Internet Protocol (IP) network, resulting in improved efficiencies, greater energy savings and a reduced carbon footprint. Ciscos market opportunity with this acquisition is physical network security. The Next Market Segmentation for Cisco Cisco has been targeting towards getting a two digit sales growth from the telecommunication sector for the year 2009. Cisco is a market leader in the telecommunication sector and they are very optimistic to realize the target. For Cisco, telecommunication sector is one of the massive market segmentations for their products, especially in the IP technology. Cisco launches 2 to 3 solutions periodically for their technology which consists of updates or some added features as extensions of their current products (Yulyanto 2009). Cisco Key Success Factor After only a few years of its foundation, Cisco became a powerhouse in network technology. It was largely unfamiliar to the average consumer until the dot-com explosion, which resulted in a large customer base, such that it became worthwhile to reach potential decision-makers in a variety of ways. The arrival of the Internet as a ubiquitous part of our lives meant that increasing numbers of small businesses and average consumers rapidly became a part of Ciscos customer base. Both market segments contribute to the addition of extra computers, whether for new employees or for family members who want to surf the web simultaneously, which has driven the demand for simpler networking products that even a non-techie can set up. In fact, sales to small and medium businesses accounted for approximately 20 to 30 percent of Ciscos US$ 18.878 billion in revenue that ended in July 2003 (Cook 2004). While the late 1990s and early 2000s saw an explosion in large computer networks as companies upgr aded their infrastructures or simply set them up for the first time, the next several years likely saw a huge jump in small networks, thanks to the ability of Wi-Fi to share a single broadband connection with several computers without the need to drill holes or run Ethernet cables (Cook 2004). The Impact, Positive and Negative, of the Organizations Marketing Mix Marketing Mix Marketing mix is defined as the tactical tools that the marketers use to implement their strategies mixing the controllableelementsof aproducts marketing plan which arecommonly termed as 4Ps: product,price, place and promotion (Kotler 2008: 202). These elements are adjusted until a balanced proportionis found thatservestheneedsof the customerswhile generatingoptimumincome. Product Product can be defined as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations and ideas (Kotler et al. 2008: 539). Ciscooffers a wide range ofproductsand networking solutions designed for enterprises and small businesses across a variety of industries. They are also addressing their customer requirements in many other segments including commercial and small business. The network has become a platform for providing a transparent customer experience (Insight 2009). Managing the Product Mix Positioning and Repositioning A well planned and executed brand repositioning helps Cisco to increase their brand value along with sales. Cisco is very closely aligned with their corporate strategy, regular investments in their brand positioning or repositioning to always renew the brand significance and maintain its connection with their customers. By brand positioning Cisco has gained enormous benefits as shown below: Brand Measure The branding campaigns conducted by Cisco have lifted its brand equity and helped it to gain shares and grow sales. This has also helped them to strengthen their overall brand recognition and exceed the averages on core brand measures. After the campaign launch, Cisco has been positioned into the security space by lifting their IT security brand consideration by 54% among their tech audience in six months (Slideshare 2008). Ciscos success brand repositioning depends upon their close alignment with their overall corporate strategy which includes product positioning, channel/alliance strategy and acquisitions (Slideshare 2008). Market Share Cisco has strengthened its dominant share in the core market by 72% in switching and 80% in routers. It has also expanded their share in the new products by 6% in messaging applications, 41% in web conferencing and 21% in the video conferencing segments respectively (Slideshare 2008).The market share has been increased for the entire r ange of Cisco security products including their firewall applications, VPN and for secure routers. Jobber (2007: 405) explains Product Strategy as: The emphasis on product portfolio analysis is managing an existing set of products in such a way as to maximize their strengths. But companies also need to look to new products and markets for future growth. A useful way of looking at growth opportunities is the Ansoff Matrix. Cisco Ansoff Analysis Market Penetration Market penetration is the fundamental method of a growth strategy in which the business focuses on selling current products into existing markets. It maintains or increases the market share of current products, restructures mature markets by driving out competition and increases the usage by existing customers (Tutor2u 2009). Acquiring competitors may be one of the major ways of gaining market penetration. It may also be achieved by more aggressive ways of promotional campaigns, supporting it with a competitive pricing strategy and dedicate more resources to selling products. Cisco is known for its innovative products and introduction of those products into the market before its competitors that helps in generating mature markets. Its products like Cisco Catalyst 6500 Series Network Analysis Module, Cisco 7600 Series routers, Cisco Catalyst 6500 Series Firewall Services Module and many other products have already captured the market (Cisco 2009). It is increasing the market share and customer loyalty through social networking sites, blogs and public interviews. Its main strategy to penetrate the existing market is through acquisitions. It acquired Audium Corporation in June 2006 that gives it opportunity to penetrate into the IP enabled voice telephony market, Cognio, Inc in September 2007 through which it entered into wireless networking, Nuova Systems, Inc in April 2008 that gives it chance to enter into data centers and ScanSafe, Inc in October 2009 that helped Cisco to capture the network security market (Cisco Systems 2009). Market Development Market development can be essentially termed as a growth strategy where the business aims to sell its current products into new markets. Such a strategy can be achieved by venturing into new geographical markets, new product dimensions and new distribution channels. Alternatively, different pricing strategies can be adopted to attract customers and create new market segments (Tutor2u 2009). Cisco recognizes the common strings that exist between sales, engineering, security and marketing groups. Once the main links are identified by its RD Team, it tries to build a suitable interface between the groups which contributes to the companys market development. Develop, Partner or Acquire is the 3 Tier strategy followed by Cisco. It teams up with industrys major companies and then provides persuasive offers to the customers. WirelessLANs, content networking,storage networking, voice over IP and Metro IP includingoptical networking are the extended product dimensions for market development ( Cisco 2001). In addition to this, Cisco is attempting to establish its marketing presence in other potential geographical locations like China, Saudi Arabia, Pakistan etc. Product Development Product development can be defined as a strategy where a business seeks to introduce new products into current markets. It requires the development of new competencies and new products which may appeal to the customers (Tutor2u 2009). Existing product lines may be extended to provide existing customers with greater choice. Cisco sets vision and then makes its strategies to achieve its targeted goals. Its strong RD capitalizes the current market situation and then provides customized business solutions according to customer needs and further plans for new products. Cisco has identified four key requirements to increase acceptance in the business world: security, availability, quality of service, and reliability (Payataqool 2009). Diversification Diversification is the advancement strategy where a business introduces new products in new markets (Tutor2u 2009). This strategy involves high risk since the business targets markets where it has no or very little experience. Cisco has started its diversification in the emerging countries that extend from Russia to the Eastern Europe and Middle East that will also include Africa and Latin America. Industries in developing countries still use limited technology despite of having concentrated wealth, less government transparency and the customers willingness to use the most advanced and high tech products and services. The company not only targets to supply advanced networking equipment but also focuses on the target countrys revolution. Cisco has successfully initiated transformation projects in Chile, Turkey and South Africa as part of its diversification strategy (Deign 2009). Managing product over time Product Life Cycle With the dynamic state of todays economy, an organizational change should not only adapt to the current climate, but it must also encourage growth (Wrage 2009). Cisco has followed this by moving from a traditional silicon based organization to a lifecycle business model. These changes are challenging for Cisco since they have more than 60,000 plus employees supported by their 46 data centers worldwide. This new life cycle consists of six separate stages: In the prepare phase it determines the business case and the project requirements. Plan phase develops the detailed project plan describing the resources and responsibilities. In the design phase it details the alignment of business goals and the technical needs. Implement phase delivers the new capabilities with the integrations. Operate phase monitors and reviews the implementations. Lastly, the Optimize phase has a continuous improvement activity of the existing processes (Wrage 2009). So with these steps in place, Cisco has start ed progressing into an organization that is best suited for the service-oriented network infrastructure organization making the cost savings and efficiency a reality (Wrage 2009). Promotion Promotion means activities that communicate the merits of the products and persuade the target customers to buy it (Kotler 1999). Promotion is one of the factors which influence the buying behavior of the customer. It helps to inform people about the product and its usage. Cisco is using many means of introducing their products in global markets. They use advertising as the main tool to introduce new products and to connect with potential customers. They advertise their new products and services through public relationship, direct marketing, internet and online promotions. Cisco also uses the social media channels such as networking and blogs as a tool to promote and to extend their products to the larger audience. Cisco follows the following elements for their promotion strategy: Direct Marketing As stated by Peter Drucker (2009), Marketing is not a function; it is the whole business seen from the customers point of view. Direct marketing captures the customers by avoiding intermediaries. Cisco uses various methods to promote their product such as direct mail, telephone, telemarketing, e-marketing and other tools to directly communicate with the customers. Cisco conducts various direct marketing campaigns such as online shopping, cable television infomercials, which helps them in getting the direct response from their target audience and also to meet their demand generation goals. Advertising Advertisement can be defined as Any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor (Armstrong, Kotler 2009:383). Cisco can be grouped under the product oriented advertiser category, which highlights product features, their services and price through various advertising channels as internet, magazines, television and by e-marketing. AIDA Model AIDA is a model generally adopted by the sellers to stimulate the purchase decision of the customers. Attention The element attention, describes the stage where the brand manages to obtain customer attention, informing the customers about the product. This could be either a positive or a negative attention. The next step is to build a relationship with customers by means of advertising which is a prominent tool in the marketing mix. The product is then launched in order to encourage the customer decision of buying the product. Interest In this stage, it generates the confidence in the buyers about the products that company plans to promote. The seller then explains how this product will meet the customers requirements. Cisco as a brand has interested its customers and built the confidence in the buyer about their product interests the customers. Desire In this stage the seller inspires the customer towards the product and then relates the products to their needs. Here, advertising strategies are best suited. Since customers have the choice of choosing their configuration, it stimulat es the desire to purchase the product. Action This phase deals with persuading the consumers to buy the product and explain them the immediate benefits of the product. Advertising and direct ma

Game Over :: essays research papers

Game Over As I stood at the three point line, the ball seemed to be in slow motion. Screams from the crowd came as the ball dropped through the net. Not only did this shot go in but it dropped through the net with such force that it made a sound that was heard throughout the gym. The gym was packed and the fans were on their feet, I had just hit my first three pointer of my varsity basketball career. As our team set up the press, sweat dripped from my face. I was close enough to kiss my opponent, there was no way he was going to get the ball. He shoved me backward and he planted his foot on mine, he then pushed off and ran for the inbounder. I fell back a few feet and sprinted towards my man. As the inbounder released the ball with a firm push I stuck my hand out in hopes for a steal, SNAP! As the ball was deflected towards the right my man ran and picked it up. I quickly looked down at my finger and with fear and pain walked over to my bench. My pinkie-finger on my right hand was at a ninety degree angle, as sweat dripped down may face I could feel myself getting hot. My stomach seemed to drop and I was feeling as if I was on a roller coaster. The game had been stopped and I was brought into the coaches room. My assistant coach led me into the room and sat me down on a wooden chair. I began to feel very cold, and my finger began to have a shooting pain. This pain was not present before and was no making itself known that there was something wrong with. My parents entered the room, my mother carrying a face that I never had seen before. My father with a calm collective look to him. The assistant then began to explain that there was to deal with this, either go to the hospital and miss the game or deal with it write in the room. My mother stared over at my coach when he relayed this message to me and my father seem to agree with my coach. I looked at my coach with eyes of trust and horror, and then laid my hand in his. He then took his hand and placed it over my pinkie. Which by now was swelling and extremely painful, he then got a firm grip and with one quick tug my finger Game Over :: essays research papers Game Over As I stood at the three point line, the ball seemed to be in slow motion. Screams from the crowd came as the ball dropped through the net. Not only did this shot go in but it dropped through the net with such force that it made a sound that was heard throughout the gym. The gym was packed and the fans were on their feet, I had just hit my first three pointer of my varsity basketball career. As our team set up the press, sweat dripped from my face. I was close enough to kiss my opponent, there was no way he was going to get the ball. He shoved me backward and he planted his foot on mine, he then pushed off and ran for the inbounder. I fell back a few feet and sprinted towards my man. As the inbounder released the ball with a firm push I stuck my hand out in hopes for a steal, SNAP! As the ball was deflected towards the right my man ran and picked it up. I quickly looked down at my finger and with fear and pain walked over to my bench. My pinkie-finger on my right hand was at a ninety degree angle, as sweat dripped down may face I could feel myself getting hot. My stomach seemed to drop and I was feeling as if I was on a roller coaster. The game had been stopped and I was brought into the coaches room. My assistant coach led me into the room and sat me down on a wooden chair. I began to feel very cold, and my finger began to have a shooting pain. This pain was not present before and was no making itself known that there was something wrong with. My parents entered the room, my mother carrying a face that I never had seen before. My father with a calm collective look to him. The assistant then began to explain that there was to deal with this, either go to the hospital and miss the game or deal with it write in the room. My mother stared over at my coach when he relayed this message to me and my father seem to agree with my coach. I looked at my coach with eyes of trust and horror, and then laid my hand in his. He then took his hand and placed it over my pinkie. Which by now was swelling and extremely painful, he then got a firm grip and with one quick tug my finger

Audio Lingual Method Essay

Compare and contrast the Direct Method and the Audio-Lingual Method. (1) Both are oral-based approaches. (2) The Direct Method emphasizes vocabulary acquisition through exposure to its use in situations; the Audio-Lingual Method drills students in the use of grammatical sentence patterns. (3) Unlike the Direct Method, the Audio-Lingual Method has a strong theoretical base in linguistics and psychology. 2- How has the behavioral psychology influenced the Audio-Lingual Method? It was thought that the way to acquire the sentence patterns of the target language was through conditioning—helping learners to respond correctly to stimuli through shaping and reinforcement. (2) Learners could overcome the habits of their native language and form the new habits required to be target language speakers. 3- Define a backward build-up drill (expansion drill). State its purpose and advantages. (1) Definition: The teacher breaks down a line into several parts. The students repeat a part of the sentence, usually the last phrase of the line. Then, following the teacher’s cue, the students expand what they are repeating part by part until they are able to repeat the entire line. The teacher begins with the part at the end of the sentence (and works backward from there) to keep the intonation of the line as natural as possible. This also directs more student attention to the end of the sentence, where new information typically occurs. (2) Purpose: The purpose of this drill is to break down the troublesome sentence into smaller parts. (3) Advantages: (a) The teacher is able to give the students help in producing the troublesome line. Having worked on the line in small pieces, the students are also able to take note of where each word or phrase begins and ends in the sentence. 4- Define a repetition drill. Students are asked to listen carefully to the teacher’s model, and then they have to repeat and attempt to mimic the model as accurately and as quickly as possible. 5- Define a chain drill. State its advantages. (1) Definition: The chain of conversation that forms around the room as students, oneby- one, ask and answer questions of each other. The teacher begins the chain by greeting a particular student, or asking him a question. That student responds, and then turns to the student sitting next to him. (2) Advantages: (A) A chain drill gives students an opportunity to say the lines individually. (B) The teacher listens and can tell which students are struggling and will need more practice. (C) A chain drill also lets students use the expressions in communication with someone else, even though the communication is very limited. 6- Define a single-slot substitution drill. State its purpose. (1) Definition: The teacher says a line, usually from the dialog. Next, the teacher says a word or a phrase—called the cue. The students repeat the line the teacher has given them, substituting the cue into the line in its proper place. (2) Purpose: The major purpose of this drill is to give the students practice in finding and filling in the slots of a sentence. 7- Define a multiple-slot substitution drill. State its purpose. This drill is similar to the single-slot substitution drill. The difference is that the teacher gives cue phrases, one at a time, that fit into different slots in the dialog line. The students must recognize what part of speech each cue is, or at least, where it fits into the sentence, and make any other changes, such as subject-verb agreement. They then say the line, fitting the cue phrase into the line where it belongs. 8- Define transformation drill. Students are asked to change one type of sentence into another—an affirmative sentence into a negative or an active sentence into a passive.

Being a global grocery store Essay

Being a global grocery store and merchandising retail store, Tesco continues to consolidate its position as the world’s number three retailer after Wal-mart and Carrefour of the US and France, respectively. The Tesco company emerged in 1924, with its first store being opened in London, five years later. The same company has continued to grow, after that it opened up in 1956, its first supermarket. From then, the company has continued to realize growth and expansion, growing organically during the second phase of the 20th century. The growth during this epoch reached its apogee when in 1977, the Tesco company decided to reduce the prices of its commodities in lieu of Cohen’s rather antithetical policies. This resulted in Tesco company realising a 4% growth in its market share after every two months. Strategic directions and development methods that have been adopted by Tesco. Up to the moment, the Tesco company has been focusing on making innovations and facilitating conditions that can encourage the same. This is geared towards making the employees free enough to engage in efforts to come up with innovative ideas. The rationale behind this notion is that the rank and file of an entire organization has the ability to generate productive ideas. To this effect, the Tesco company as organization ensures that there is an open line through which the opinions and views of the employees can be solicited (Humby and Hunt 2007, 75). The effect that this approach has on the returns of the Tesco company is that it has realized a stable base of employees who are loyal. This is because the employees, courtesy of the practice, are left with the feeling of being totally integral to the company and being appreciated by the management board. This has bolstered the cause of Tesco company’s growth and expansion, due to low employees turnover. The low employees turnover becomes inevitable for Tesco company since employees take to remain loyal to the company, and thus saving it from needing to recruit new employees. At the same time, the Tesco company takes to target the desired goal by making regular consultations with the clients on the quality of goods produced by the Tesco company. This exercise has been very instrumental in helping the Tesco company channel its synergies towards efficiency and customer satisfaction. Forces that are promoting the food retail industry’s globalisation. According to Harris and Dennis (2002, 177) there are several forces that ensure the global adoption of the Tesco company food retail. In the first case, the company makes it its responsibility to ensure that its operations are attune to the indigenous tastes and preference of the local market. To this effect, Tesco company takes it upon itself to tamper its operations with the indigenous culture, regulations and delivery chains. This feat has been instrumental in placing the Tesco company in the map. At the same time, Tesco company builds brands that enable it as a company to forge longterm relationships with its clients. In the same vein, the company maintains its ability to fix its focus on the targeted countries, even in the face of going global. This, the company takes to achieve by establishing brands that are unique and of high standard. In the same wavelength, Tesco company has ensured these prospects by establishing brands that are nation or state- specific. In order to thoroughly entrench itself into the global market, Tesco company ensures that it carries out designs that are multi formatted. According to Baker (2002, 90), this has been important to Tesco company, given the fact that it has been established that there is no single format that has been able to consolidate its position in the global market. How Tesco strategy in the US may help it realize competitive advantage. In the US Context, Tesco company has tried to achieve an edge over its peers by taking to mitigate the extent of the shopping costs. Another feather in Tesco company’s cap exists, courtesy of the fact that the deficit does not fall on the shoulders of the suppliers. Rather, the Tesco company sorts out the situation through the enhancement of the efficiency and the adoption of simpler processes in the course of the company’s operations. Hooley, Saunders and Piercy (2004, 67) maintain that this means that clients are able to realize relatively less costly shopping expeditions, from the Tesco company. Unlike Tesco company, its peers even after reducing the shopping price, still leave financial weight to fall squarely on the suppliers. The suppliers on the other hand try to settle the deficit by exacting higher prices to the retailers who then impose extra costs on the consumers. This cycle becomes the epitome of the adage, borrowing from Peter to pay Paul. In about the same vein, Tesco company is trying to build a niche for itself in the American context by opening up many stores that support the issuance of hard discount (Tapp 2002, 122). To crown this effort, Tesco company has remained responsible for the invitation of British companies that can bolster the interests of the same. Some of these companies are the Big Kahuna Wine a label of Fresh and Easy. This company has been influential in dragging a huge clients’ base to Tesco company scores, owing to the quality wine and delicious poultry meat it serves. Conclusion. It is important for any company that seeks to emulate Tesco company to take to stock, the fact that the latter has, apart from the aforementioned practices, ensured that it dabbles its operations with the concept of capability. To this cause, the Tesco company ensures the employment of skills, and not scale. This, for the Tesco company portends ensuring that the skills are elicited from its rank and file and the systems processes. Therefore, even small scale companies are inexcusable when it comes to (under) performance. References. Baker, M. J. Tesco company and marketing mix, New York: Prentice Hall, 2002. Harris, L. and C. Dennis, Tesco company and e business, London, SAGE, 2002. Hooley, G. , J. A. Saunders and Piercy, N. , Tesco company marketing strategies, New York: McGraw Hill, 2004. Humby, C. and P. Hunt, Tesco company and customer loyalty, Harvard, Harvard University Press, 2007. Tapp, A. , The principles of database and direct marketing, Michigan, Michigan University Press, 2002.