Essay --

INTRODUCTION The ocean contains 97 percent of the earths water, the residual 3 percent is fresh water that is relatively hard to access (National Oceanic and Atmospheric Administration 2013). There is a limited amount of this precious liquid that is essential to human life, and currently California is running out of it. California is the nation's most populous state, and debatably the world's eighth largest economy (Ball 2014). California's optimal geography and Mediterranean climate have helped the state become one of the most productive agricultural regions in the world (Department of Water Resource 2014). However, across the state farmers are ripping up the crops that have allowed for the states prosperous growth (Ball 2014). This is due to the fact that California is currently in a severe drought. Last year was the driest year on record, and this year is expected to be even worse (Ball 2014). Without conservation requirements Californias may continue to take this precious resource for granted. Voluntary conservation is not going to work, policy changes are required to solve this issue and end this crisis. Urban conservation practices are necessary. Although the majority of water useage is not in urban areas there is still drastic room for improvement. Too much of urban water use is unessential and unnecessary(Naughton 2014). Agricultural conservation is much more difficult. This is due to the direct correlation between water usage and yield (Department of Water Resources 2014). A decrease in water will typically decrease yield (Department of Water Resources 2014). Urban water use only accounts for about 12 percent of total freshwater withdrawals, whereas agriculture takes up about one third of consumption (Olmstead & Stavi... ...nia’s Water Future My recomended will have a positive impact on California's future. This policy will save California water, and therefore money. The implementation of this policy should be paid for by the money generated from the rate increases. This can be put to pay for the council, set up education programs, and even retrofit homes with low-flow appliances. Conclusions In the words of Olmstead & Stavins (2009) â€Å"using prices to manage water demand is more cost effective than implementing nonprice conservation programs.† Involuntary policy changes must be enacted if Governor Brown wants to see an increase in conservation. Excessive urban water use must be curbed, and through rate changes this can happen. By implementing my proposed policy, California will experience effective conservation while making a revenue to pay for education and the retrofitting of homes.

Product Positioning in the Market

ISSN 1392-2785 ENGINEERING ECONOMICS. 2008. No 1 (56) COMMERCE OF ENGINEERING DECISIONS Theoretical Aspects of Product Positioning in the Market R ta Ostasevi i t Kauno technologijos universitetas K. Donelai io g. 73, LT-44029, Kaunas The article consists of fourteen parts, starting with the introduction where the novelty, the problem of the research, the object of the research, the purpose of the research and the research methods are described.The purpose of the article is systemization and thorough description of the knowledge and information (found in a large number of sources) about the positioning concept, its position in the STP model, coherent description of the product positioning process steps as recommendations for successful product positioning process accomplishment. It is obvious that to be successful a product must occupy an explicit, distinct, and proper place, in the minds of potential and existing consumers, relative to other rival products on the market. Product pos itioning is the tool to achieve the above mentioned result.The article analyses how the product should be positioned on the market. The second part of the artic conceptions of product positioning in the market. Those include: Etzel, Walker, Stanton (1997), Ries and Trout (1986), Kotler (2006), Armstrong (2006), Bhat (1998), Fill (2006), Ferrel (1997), Lamb, Hair, McDaniel (2004), Boone and Kurz (2001). The third part defines the basement of product following parts: segmentation, targeting and positioning. The fourth part describes product positioning steps, interpreted by different scholars.There are two samples of product positioning process given (by Hooley (2004) and Hutt, Spech (2004)) and a model created by the authors of this article. The seventh part, identification and analysis of competitive products in the market, describes the best means how to distinguish competitive products, different levels of competition. The eighth part, identification of determinant attributes and measuring their significance to the user, reveals the techniques for selection of determinant attributes and criteria for successful determinant attributes.The ninth part, identification of current position of the product and other competing products according to determinant attributes, shows possible ways of carrying out this product positioning process stage. The tenth part, composition of the positioning map, reveals the process of their creation and provides reasons why it is such a powerful tool for examining the positions of products. The eleventh part, the determination of the desired position of the product, speaks about the ideal position of a product and where companies want to position their products (the desired position).The twelfth paragraph, called the selection of positioning or repositioning strategy, reveals possible positioning strategies proposed by various authors, repositioning strategies, presented by Doyle, Stern (2006), possible reasons of inadequate positio ning. The thirteenth part, creation of the positioning statement, discusses the three models of creation of product positioning statement: X-Y-Z model, I-D-U model, and a-b-e model. The last part consists of conclusions on theoretical studies of product positioning process. Keywords: product positioning, product positioning teps, determinant attributes, positioning map, positioning and repositioning strategy, positioning statement. Introduction There is no product in the world that does not have a position. Product positioning is about visibility and recognition and what product represents for a buyer. In markets where the intensiveness of rivalry and competition are increasing and buyers have a greater intrinsic values become critical. An offering with a clear identity and orientation to a needs will not only be purchased, but can warrant a larger margin through increased added value.Numerous organizations are trying to manage their positions occupied by their products and are usin g different positioning strategies to move to new positions in consumers minds and so generate an advantage over their competitors. Earlier positioning was very important in markets that are very competitive and where mobility barriers are relatively low. Nowadays these market characteristics can be applied almost to every industry or business, and to any economy. No product, of those which have survived, can be imagined without clear, distinct and intensive positioning.It is vivid, that for a successful product in the market good quality and well known brand are not enough. The product must occupy an explicit, distinct, and proper place, in the minds of potential and existing consumers, relative to other rival products on the market. Reaching (or not reaching) that desirable position in the minds of consumers is the result of successful (or not successful) positioning. The article analyses how the product should be positioned on the market. The object of the research: product posit ioning in the market.Purpose of the research: to systemize and thoroughly describe the knowledge and information (found in a large number of sources) about the positioning concept, its position in the STP model, coherently describe the product positioning process steps as recommendations for successful product positioning process accomplishment. Research methods used: Conducting theoretical studies of positioning in the market, the method of comparative analysis and systematization of scientific literature were used.Concept of product positioning There is a great number of different definitions of positioning in scientific literature of marketing. The concept of positioning seeks to place a product in a certain rspective buyers. Marketers offerings from those of competitors and to create promotions that communicate the desired position. Boone and Kurz (2001) Scientists Etzel, Walker and Stanton (1997) refer to a product and to differentiate (position) it in a favorable way from simi lar products. Ries and Trout (1986) distinguish from all other marketing theoretics, stating that positioning is not what is done to a product.Positioning is what you do to the mind of the prospect. The same authors indicate that positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. However, Kotler (2006) defines positioning as the act of designing the upies a distinct and valued position in the target consumers mind. Scholars Kotler, Armstrong (2006) verify that market positioning is arranging for a product to occupy a clear, distinctive, and desirable place, in the minds of target consumers, relative to competing products.Thus, marketers plan positions that distinguish their products from competing products and give them the greatest strategic advantage in their target markets. The purpose of positioning is to create a unique and favorable image in the minds of target customers, Bhat (1998). The author Fill (2006) states , that positioning, therefore, is the natural conclusion to the sequence of activities that constitute a core part of the marketing strategy. Market segmentation and target marketing are prerequisites to successful positioning.Product positioning refers to the decisions and activities intended to create and maintain a certain concept 1997). Positioning is developing a specific marketing mix to brand, product line, or organization in general (Lamb, Hair, McDaniel 2004) perceptions of a products attributes relative to the attributes of competitive products. Buyers make a large number of purchase decisions every day. To avoid constant reevaluation of numerous products, buyers tend to group, decisions. Rather than allowing customers to position products independently, marketers must try to influenceThe steps of STP model The foundation of positioning theory is made of one of the most important postulates of the science of marketing. extremely diverse and that a the postulate it is simpl e to define the essence of the STP model: to present the product to those consumers, who want it and are able to acquire it. The first two steps of the STP model serve to find and define the desired consumer, and positioning serves for placing the product in the desirable position in the minds of target consumers.Scholars Grancutt, Leadley and Forsyth (2004) thoroughly describe the STP model steps in the table below Table 1 The STP model steps Segmentation * Choose variables for segmenting market * Build a profile of the segments (sub-segments) * Validate emerging segments Targeting * Decide on targeting strategy * Identify which and how many segments should be targeted Positioning * Understand consumer perceptions * Position products in the mind of the consumer * Design appropriate marketing mix to communicate positioning Source: Grancutt, Leadley, Forsyth (2004)Product positioning steps Scholar Winner (2007) has a distinct view on product positioning decisions; he emphasizes custo mer decision making process as the most important issue in product positioning steps. According to the scientist, marketers have to answer the following questions when positioning the product What dimensions do consumers use to evaluate product offerings in the industry or category? How important is each of these dimensions is in the decision making process? How do you and competition compare on the dimensions? What decision processes do the customers use?The author Hooley (2001) determines these stages of product positioning process: Table 2 Product positioning steps Identification of competitors Singling out decision making attributes Evaluation out of decision making attribute significance Identify the determinant attributes and measure their significance to the user Product positioning steps Identify and analyze competitive products in the market Table 4 Identification of competitor position according to the most important attributes Identify the current position of the product and other competing products according to determinant attributesIdentification of consumer needs Preparation of a consumer map Selection of the desired position Selection of positioning strategy Source: Grancutt, Leadley, Forsyth (2004) Compose the positioning map Determine the desired position of the product Select positioning or repositioning strategy Create the positioning statement Scientists Hutt, Spech (2004) suggest the following steps in the product positioning process: Table 3 Product positioning steps Identify the relevant set of competitive products Identify the set of determinant attributes that customers use to differentiate among options and determine the preferred choiceIdentification and analysis of competitive products in the market Drawing positioning frames for a product, category membership should be determined first, i. e. other products that compete in the same market and can serve as substitutes. The best considered means for determination is allows collecting a large amount of useful data, which is easily systemized, adapted, processed statistically. One of the main advantages of consumer survey is the anonymousness. Deep interview can be also used to determine the rival products in the market, but due to larger time and financial costs is used seldom.Scientists Hooley, Saunders, Piercy (2006) state that competition can take place in the following levels: Competition with products with analogous qualities Competition in the same product group Competition with other products that satisfy the same or very similar consumer demand Competition in the same consumer demand level As mentioned above it is vitally important not only to determine all products on the same shelf, but also determine the rivals to the whole shelf. Identification of determinant attributes and measuring their significance to the userCollect information from a sample of existing and potential customers concerning their ratings of each product on the determinant attribute s offerings for each market segment Examine the fit between preferences of market segments and current position of product Select positioning or repositioning strategy Source: Hutt, Spech (2004) Concentrating all discussed product positioning models the authors of this article propose the following algorithm of positioning process steps.After the identification and analysis of competitive products in the market, determinant attributes should be identified and their significance to the user should be measured. According to Aaker, (2005) determinant attributes define not only the products benefits and value to the user, but also associations with the product consuming process and with the consumer himself. The authors Hooley, Saunders, Piery (2006) consider a qualitative Determination of the desired position of the productIdentification of the current position of the product and other competing products according to determinant attributes Selection of positioning or repositioning stra tegy Composition of the positioning map It is important to mention, that the above mentioned strategies are not discrete and usually are just pats of complex hybrid strategies, used by marketers. Sometimes, changes in the competitive environment force marketers to repositi position it holds in the minds of consumers relative to the positions of competing products.Scientists Doyle, Stern (2006) suggest the following repositioning options (the first two are real repositioning strategies, the rest can be considered psychological): Introduce a new brand Change existing brand Alter beliefs about the brand Alter beliefs about competitive brands Alter attribute importance weights Introduce new or neglected attributes Find a new market segment Not only changes on the market lead to a demand for a new repositioning strategy.Very often the product fails because of marketers initial positioning mistakes. Brooke (1994) states that a product may be inadequately positioned for three reasons: The segment in which it is targeted might have become unattractive because it is too small, declining, too competitive or otherwise unprofitable. Positioning might be inadequate because the quality and features that the product offers do not appeal to the segment to which it is targeted. igh to allow it to be priced competitively. Scientists Grancutt, Leadley, Forsyth (2004), Kotler (2006) indicate four main risky product positions on the market: underpositioning, overpositioning, confused positioning and doubtful positioning: Table 5 Risky positions Potential risk Underpositioning Comment Some companies discover that buyers have only a vague idea of the brand and the features/benefits of that brand.Customers may not be aware of anything particularly special about the brand Customers may have too narrow a view of the brand. Therefore a consumer might think that a particular glass company, for example, only produces luxury items that retail at high prices. However, it may produce a varie ty of cheaper standard glassware. Customers could be confused about the position of the brand within the marketplace. This confusion may result from the company making too many positioning too frequently.Customers may find it hard to believe the claims made by the company about its brand in view of benefits, the price and the name of the manufacturer. Source: Grancutt, Leadley, Forsyth (2004) This process is probably the most laborious and difficult element positioning implementation steps. Scholars Capon, Hulbert (2001) define the creation of positioning statement as a complex, creative, and highly interactive process, often involving many cut-and-try attempts, before the satisfactory result is achieved.Clear positioning statements have major value. For example, one of the most common complaints advertising companies make about their clients is that they have not clarified their strategies. Although positioning statements are not advertising messages, they provide excellent difficu lty. According to Kalafatis, Tsogas, Blankson (2000) positioning statements play a vital role in helping to guide rts in the marketplace, they are both crucial internally and externally.Scientists Rossiter, Piercy (1997) define the following models for product positioning statement creation: X-YZ macromodel I-D-U mezomodel A-b-e micromodel Creating positioning statement according to the X-YZ model, a marketer should decide on the following issues: nded target audience (Y) product category (X) what benefit (benefits) does the product bring to consumer (Z) Any kind of advertising attempts should emphasize: the benefit to the consumer, which should be unique emotions. he emphasized benefit must be important to the whole product category (I) not mention at all or forewarn consumer of possible product weaknesses (D). Conclusions Having completed the theoretical studies of product positioning in the market the following conclusions can be made: Positioning plays a key role when reaching t he desired place in the mindsets of potential and existing consumers. Most scientists of the field of marketing define product positioning as arrangements for a product to occupy a clear, distinctive, and desirable place in the minds of target consumers, relative to competing products in the market.The position of a product is formed by products attributes relative to the attributes of competitive products Product positioning is an inseparable and most important part of the STP model. If the first two steps (segmentation and targeting) contain flaws or are inadequately or incompletely performed, successful product positioning is doomed to fail. Summarizing the opinion of various scholars, it is obvious that product positioning is a complex, Overpositioning Confused positioning Doubtful positioningCreation of the positioning statement From the research data obtained in the first steps of product positioning process and the marketing strategy developed, it is necessary to formulate a positioning statement that is in tune with the promotional objectives. continuing and chain process. While positioning a product marketers should at least (there can be more) go through the following steps: 1. identify and analyze competitive products in the market, 2. identify the determinant attributes and measure their significance to the user, 3. select positioning or repositioning strategy, 4. ompose the positioning map, 5. determine the desired position of the product, 6. identify the current position of the product and other competing products according to determinant attributes, 7. create positioning statement. References 1. 2. Aaker, D. A. Strategic Marketing Management. New York: The Free Press, 2005. Arora R. Product positioning based on search, experience and creedence attributes using conjoint analysis // Journal of product and brand management, Nr. 5, 2006. Bhat, S. Symbolic and functional positioning of brands / S. Bhat, S. Reddy //Journal of Consumer Marketing, 1998, No 1, p. 2-43. Boone, L. Contemporary marketing 10th edition/ L. Boone, D. Kurtz. Harcourt, 2001. Brooksbank R. The anatomy of positioning strategy. // Marketing intelligence and planning. 1994, No. 4, Capon, N. Marketing Management / N. Capon, J. M. Hulbert. Upper Saddle River, 2001. Dik ius, V. Marketingo tyrimai: teorija ir praktika. Vilnius, 2006. Doyle, P. Marketing management and strategy Fourth edition. / P. Doyle, Ph. Stern, Harlow, 2006. Etzel, M. Marketing 11th edition / M. Etzel, B. Walker, W. Stanton. New Jersey, 1997. 24. intelligence and planning, No. 5, 2002. 25. Pranulis, V.Marketingo tyrimai / Vilnius, 1998. 26. Ries, A. Positioning: The Battle for Your Mind / A. Ries, J. Trout. New York: McGraw-Hill, 1986. 27. Rossiter, J. Advertising Communications and Promotion Management / J. Rossiter, L. Piercy. New York: McGraw hill, 1997. 28. Sheinin, D. A. Positioning brand extensions: implications for beliefs and attitudes // Journal of Product & Brand Management, 1998, No 2. 29. Winer, R. S. Marketing Management. Third edition / Upper Saddle River, 2007. R ta Ostasevi i t Prek s pozicionavimo rinkoje teoriniai aspektai Santrauka Pasaulyje nerasime prek s, kuri netur t pozicijos.Prek s pozicija yra tai, kaip pirk jas suvokia prek pagal tam tikrus apsisprendimo tos pa ios kategorijos preki . Prek identitetu ir orientacija potenciali ar esam pirk j norus ne tik bus noriai perkama, bet ir gali garantuoti didesnius pelnus, kadangi yra sukuriama didesn prid tin vert . Dauguma organizacij bando valdyti savo preki vairias pozicionavimo strategijas, kad patekt naujas (norimas) pozicijas potenciali ar esam pirk j galvosenose ir taip susikurt ias prekes. Anks iau pozicionavimas buvo laba jimo barjer charakteristikos gali b verslui. N ti ir gana intensyvaus pozicionavimo.Tyrimo problema: savaime suprantama, kad s kmingai prekei rinkoje geros kokyb turi ir tinkam viet esam ir potenciali vartotoj galvosenoje. Norimos pozicijos vartotoj galvosenoje pasiekimas (arb a nepasiekimas) yra s kmingo (ar nes kmingo) pozicionavimo rezultatas. tur t b ti pozicionuojama rinkoje. Tyrimo objektas: prek s pozicionavimas rinkoje. Tyrimo tikslas: iai informacij apie prek s pozicionavimo koncepcij viet s rinkoje, kaip rekomendacijas s kmingai gyvendinti prek s pozicionavim rinkoje. Tyrimo metodai: atliekant teorin prek s pozicionavimo rinkoje tyrim , naudota sistemin bei lyginamoji mokslin s literat ros analiz .Prek s pozicionavimo koncepcija: Mokslin je marketingo literat roje galima rasti labai daug skirting prek s pozicionavimo rinkoje apibr . Boone ir Kurtz (2001) pozicionavimo koncepcij apib dina kaip prek s traukim tam tikr viet potenciali pirk j galvose. Autoriai Etzel, Walker ir Stanton (1997) marketing apib dina kaip vadybinink sugeb jim atkreipti vartotoj d mes prek ir palankiai diferencijuoti (pozicionuoti) j tarp kit preki . Jungtini Amerikos Valstij mokslininkai Ries ir Trout (1986) kit marketingo teoretik , teigdami, kad pozicionavimas vertinti ir suprasti savo ir konkurent preki pozicij prek s rinkoje.Pozicionavimas n ra tai, k darome prekei, tai – kaip veikiate potencialaus pirk laiko ir k rybiniu s, paslaugos, mon s ar iau pozicionuojant nedaroma Tuo tarpu Kotler (2006) teigia pinimas, kad prek , atskir ir norim viet i preki tikslini vartotoj mintyse. Apibendrinant – prek s pozicija rinkoje yra vartotojo suvokimas apie prek s atributus, palyginant juos su konkuruojan ios prek s atributais. Kiekvienas pirk jas kasdien daro daug ir vairi apsisprendim pirkti. nuolatinio preki jai paprastai prekes grupuoja, arba pozicionuoja savo m stysenoje, tam, kad supaprastint ir sutrumpint savo sprendimo pirkti pri mimo proces .Kad pirk jai nepozicionuot preki bandyti veikti pirk j suvokim apie prek . 3. 4. 5. 6. 7. 8. 9. 10. Ferrel, P. Marketing 10th edition / Boston, 1997. 11. Fill, Ch. Marketing communications: engagement, strategies and practice / Harlow, 2006. 12. Grancutt, J. Marketing: essential principles, new rea lities / J. Grancutt, P. Leadley, P. Forsyth. London, 2004. 13. Holley, G. Market -Focused resources, competitive positioning and firm performance / G. Holley, G. Greenley, J. Fahy and J. Cadogan //Journal of Marketing Management,2001, No 5/6, p 503-520. 14. Hooley, G. Marketing strategy and competitive positioning / G. Hooley, J.Saunders, F. N. Piercy. Prentice Hall, 2005. 15. Hutt, M. D. Business marketing management. 8th edition /M. D. Hutt, T. W. Spech. Prentice Hall, 2004. 16. Janonis, V. Brand Image Formation / V. Janonis, R. Virvilait // 78-90. 17. Kalafatis S. P. , Positioning strategies in business markets / S. P. Kalafatis, M. H. Tsogas, C. Blankson // Journal of business and industrial marketing. No 6, 2000 p. 416-437. 18. Knox S. Positioning and branding your organization // Journal of Product and Brand management, Nr. 2, 2004. 19. Kotler, Ph. Marketing management 12th edition / Ph. Kotler, K. L. Keller. Upper Saddle River, 2006. 20. Kotler, Ph.Principles of marketing: 6 th edition / Ph. Kotler, Armstrong, G. New Jersey, 1994. 21. Kotler, Ph. Rinkodaros principai / Ph. Kotler, G. Armstrong, J. Saunders, V. Wong. Kaunas, 2003. 22. Kotler, Ph. A framework for marketing management. Third edition. / Ph. Kotler, K. L. Keller. Upper Saddle River, 2007. 23. Lamb, W. Jr. Marketing. 7th edition / W. Lamb, Jr. , W. Hair. Jr. , C. McDaniel. Thompson south Western, 2004. Pozicionavimo pagrind postulat sudaro vienas svarbiausi marketingo s skirtingi, ir prek absoliu iai vardyti STP modelio naudojimo prasm potencialiai jo norintiems ir j galintiems vartotojams prek pasi lyti?Tam naudojami pirmieji du STP modelio s rinkos nustatymas. Tik po to prek gali b ti pozicionuojama – nustatoma jos pozicija tikslini vartotoj galvosenoje. tai nuomoni apie konkuruojan ias prekes (preki pozicij pasirinktos grup s asmen s mon je schema (Pajuodis, 2000). stymo pozicionavimo strategijas, mon nustato savo viet rinkoje vartotoj ir konkurent sti d l vartotoj grupi (segment ), kurioms bandys daryti poveik , ir kartu d l savo veiklos profilio, kuris patenkint min t vartotoj segment reikalavimus (tikslin s rinkos strategija). s irstomas etapais.Skirtingi autoriai pateikia skirting etap skai i , skiriasi ir j daugelio mokslinink si lomus prek straipsnio autor s pateikia tok j skai i konkuruojan i preki ; apsisprendimo atribut identifikavimas ir j vertinimas; esamos prek s pozicijos nustatymas; lapio suk rimas; norimos pozicijos rinkoje nustatymas; pozicionavimo arba perpozicionavimo strategijos parinkimas; pozicionavimo teiginio suk rimas. Konkuruojan i preki pozicionavimo r mus prekei, pirmiausia reikia nustatyti nario kategorij , kitas prekes, kurios konkuruoja su preke ir gali b ti jos pakaitalai.Geriausias b ias prekes yra kiekybinis tyrimo apklausa, nes , kuris paprastai respondent ias prekes, galima naudoti ir giluminio interviu metod , ta laiko s naudas ir efektyvum , patogiau atlikti vartotoj apklaus . G. J. Hooley, J. A. Saunders ir N. F Piercy (20 06) teigia, jog iomis prek mis; Konkurencija preki grup je; poreik Konkurencija su kitomis t pat tenkinan iomis prek mis; Konkuruoti to paties poreikio lygmenyje. Taigi nustatant konkurentus svarbu ne tik identifikuoti visas prekes, esan ias toje pa ioje parduotuv s lentynoje, bet ir nustatyti, kas konkuruoja su visa lentyna. teikiami naudos aspektai yra tinkami vartotojams. Anot D. A. Aaker (2005), atributas s savybes ir naud vartotojui, bet ir asociacijas su prek s vartojimu ir vartotoju. Kit mokslinink – (G. J. Hooley, J. A. igimu, atributus geriausia yra grup . Pasak identifikuoti naudojant kokybin tyrimo metod V. Dik iaus (2006) tam gali b ti naudojamos tokios projekcin s asociacijos, testas, temos suvokimo testas, vaidmen vaidinimas. Atrinki atributai bus vertingi tik t pozicionavimo instrumentas, skirtas tiksliai vizualiai apibr vietoje pagal psichologinius veiksnius yra mon s prek s, palyginti su prek mis.Norint nustatyti, kaip skirtingi preki pasi lymai yra suvokiami rinkoje, turi b ti numatomi pagrindiniai prek s atributai, pagal kuriuos suvokiama prek kaip tokia. Labai didel rezultatas) turi b rim . Tolesn l kes ius bei pirmum , ir kaip j plane atrodo prek su savomis savyb mis. Tam tikslui pasiekti ir sudaromas lapis. lapyje yra tas, kuris reprezentuoja labiausiai apsisprendimo atribut kombinacij ideali prek . mon s pasirenka norim savo prek s pozicij kuo ar iau idealios prek s pozicijos. augelis mokslinink (Fill, 2006; Kotler, 2007; Armstrong, 2004; Doyle, Stern, 2006) s pozicionavimo rinkoje Pagal prek s savybes; Pagal prek s teikiam naud ; Pagal vartojimo b d ar situacij ; Pagal vartotoj ; Pagal konkurent ; Pagal preki grup ; Pagal kokyb ar kain ; Pagal kult rinius simbolius ar kilm . Svarbu pamin ra diskre tiesiog dalys sud ting hibridini strategij , kurias pozicionuodami prekes rinkoje, naudoja marketologai. 1. X-YZ makromodelis; 2. I-D-U mezomodelis; 3. a-b-e mikromodelis.Juose nurodoma, kas yra pozicionuojama, kam tai yra skiriama, kas turi b ti pabr Atlikus teorin prek s pozicionavimo rinkoje studij , Pozicionavimas yra svarbiausias instrumentas norint pasiekti norim prek s pozicij esam ir potenciali vartotoj galvosenoje. Dauguma marketingo srities mokslinink prek s pozicionavim rinkoje apibr pinim , kad prek , atskir ir norim viet i preki tikslini vartotoj mintyse. Prek s pozicija formuojama per prek s atribut suvokim , lyginant su konkuruojan iomis prek mis. Prek s pozicionavimas yra neatskiriama ir pati svarbiausia STP modelio dalis.Jei pirmi STP mode ar nepilnai, s kmingai pozicionuoti prek s rinkoje nepavyks. Apibendrinant daugelio mokslinink nuomones, akivaizdu, kad prek s pozicionavimas rinkoje yra sud tingas ir t stinis procesas. Pozicionuodami prek gali b 1) Konkuruojan i preki ; 2) Apsisprendimo atribut identifikavimas ir j vertinimas; 3) Esamos prek s pozicijos nustatymas; 4) lapio suk rimas; 5) Norimos pozicijos rinkoje nustatymas; 6) Pozicionavimo arba perpozicionavimo strategijos parinkimas; 7) Poz icionavimo teiginio suk rimas. prek s pozicionavimas, prek s pozicionavimo etapai, lapis, pozicionavimo ir perpozicionavimo strategija, pozicionavimo teiginys. rieinamumas, pelningumas. Svarbu pateikti atribut , kurio nesi lo konkurentai, arba atribut pateikti specialia forma. nusta ius vartotoj apsisprendimo atributus, reikia numatyti, kaip pagal juos vartotojai vertina prek ir konkurent prekes. Tam geriausiai tinka kokybiniai vertinti prek ir konkurent prekes pagal svarbiausius apsisprendimo technikas, kurias V. Pranulis (1998) rio matavimo vertinimo skal s, Likerto (sumini vertinim ) skal , semantin diferencialin skal , Stapel skal vertinimo skal , fiksuotos sumos skal r , por pasirinkimo skal . The article has been reviewed.

Fifa Corruption Paper - 4265 Words

Corruption Scores a Hat Trick Against FIFA FIFA has been at the center of a great deal of corruption during the last couple of years. There are endless topics to discuss on the matter of corruption and FIFA, but I wanted to focus on three of the biggest charges of corruption against FIFA, bribery, mistreatment of female athletes, and the use of slave labor to build stadiums to host their games. FIFA has been around for over a century and was a very respectable organization at one time, but that time is now over. This affects international business because there are currently 209 countries within FIFA. FIFA has a far reaching impact because soccer is the most popular sport in the world. To better understand why and how FIFA became so†¦show more content†¦dollars, and a net profit of 72 million dollars. FIFA has cash reserves of over 1.4 billion U.S. dollars. This is a great deal of money and is at the center of the links between FIFA and corruption, bribery and vote-ri gging. The FIFA Executive Committee consists of a President, elected by the Congress in the year following a FIFA World Cup, eight vice-presidents, fifteen members, appointed by the confederations and associations, and one female member elected by the Congress. It meets at least twice a year, with the mandate for each member lasting four years, and its role includes determining the dates, locations, and format of tournaments, appointing FIFA delegates to the IFAB, and electing and dismissing the General Secretary on the proposal of the FIFA President. Sepp Blatter is the current President of FIFA and has held that post since June 1998. He has stated that he will step down once a new president has been named, but that has not happened yet. The total compensation for the management committee in 2014 was $88.6 million. Blatter, the only full-time person on the committee, earns two million Swiss francs, 1.2 million in salary and the rest in bonuses (Bloom, 2014). This does not include the amount of illegal bribes and kick-backs he has received. Allegations of bribery, fraud and money laundering have been surrounding FIFA for decades. It was something that everyone knew existed, but nobody thought that anythingShow MoreRelatedFifa Of The World Cup1039 Words   |  5 Pagessure lose the game. Soccer is a very great sport but, it has FIFA corruption, illegal transfers, and fixed matches. FIFA corruption happens because of the desire of money. â€Å"FIFA original mission was to support the growth and spread of soccer. They try to achieve this by hosting competitions at all levels and ages. Fifa promotes soccer through campaigns against discrimination in the lines of race, politics, and religion.†(â€Å"What is FIFA?†) For the most part they have been very good at the spread andRead MoreThe Ethical Views Of Ethics Essay884 Words   |  4 Pagesviews, now it seems as though people aren’t even thinking about what is ethical but more so what can benefit them. Within recent months, news of FIFA allowing bribes to be accepted from certain people has managed to corrupted a billion dollar business and affected their corporation along with allowing the world to see their ethical views. In this paper I will be talking about whether or not this a topical of ethical views, is this a common situation with management and if it affected internationalRead MoreTh e Ethics Of International Organizations890 Words   |  4 Pagessoccer’s governing body FIFA (Fà ©dà ©ration Internationale de Football Association) since 1998. Blatter, as well as other FIFA executives, have been at the forefront of FIFA’s recent scandal surrounding the allegations of bribery of votes for the World Cup bids of 2018 and 2022 (Russia and Qatar respectively). Despite Sepp Blatter’s claims that the FIFA organization has weathered the storm of controversy and is in calm waters, there is still more controversy surrounding FIFA and how they operate asRead MoreFIFAs Not So Objective Role in Football2858 Words   |  12 Pagesis a massive part of almost every European, South American, and Asian nations cultures. Whether it is a nation like England, where organized and governed football games first began in the 1300s, or nations across Africa, Asia, and the Middle East (FIFA). In these nations today you will always see some battered ball being kicked back and forth in these nations small, extremely poor towns and villages. Todays youth in these nations sees football as a game that can liberate them from poverty, a gameRead MoreRisk2080 Words   |  9 PagesThe Federation Internationale de Football Association (FIFA) is an association founded in 1904 with a goal dedicated to the constant improvement of football. Based in Zurich Switzerland, FIFA is governed by Swiss law. The organisational structure of FIFA is made up of a Legislative Body (Congress), an Executive Body (Executive Committee), an Administrative Secretariat (Administrative Body) and Committees that assist the Executive Committee. FIFA employs about 310 people from over 35 nations and hasRead MoreShould We Be Lenient With Corrupt Officials2024 Words   |  9 PagesAs a passionate marketer for FIFA, and a lifelong fan of the organization, the recent scandals involving top FIFA officials have been heartbreaking for me. With all of the media presence and accusation s that have been surrounding FIFA for the last few decades, I am truly worried about our future. In order for us to rebuild our organization, we need to take decisive actions to ensure these types of scandals never happen again. Despite the protests of those who think we should be lenient with corruptRead MoreFif Fifa And 2022 Fifa World Cup Locations2238 Words   |  9 PagesFIFA Corruption FIFA has been investigated by the FBI and Switzerland authorities for wrongfully choosing the 2018 and 2022 FIFA World Cup locations. There are 24 executive members to partake in the voting and a country needs 12 votes in order to win and be the host of the World Cup. There are many witnesses and documents that the votes were bought with bribes, money laundering, special promises and expensive paintings. Nelson Oro 0632157 MGN300 Business Ethics November 22, 2016 â€Æ' Part 1:Read MoreEvolution Of The Modern Sporting Mega Event Essay2353 Words   |  10 PagesEuropean capitalist and aristocratic elites in order to establish domestic equilibrium among the social classes, and to be prepared physically for future wars. The International Olympic Committee and the Fà ©dà ©ration Internationale de Football Association (FIFA) were formed in 1894 and 1904 respectively with these similar ideals. The promotion of national pride through international competition was at the forefront of both of these organizations and were a direct cause of creating the first modern OlympicRead MoreLexical Features Structure Features and Rhetorical Devices of English Newspaper Headlines1394 Words   |  6 Pagesdifficulty in understanding English newspaper headlines even for some English majors. This is because English newspaper headlines have their own special features, culture backgrounds and different from the daily English we used in many aspects. This paper will then focus on the lexical, structure features and rhetorical devices of English newspaper headlines, which can help us to have a better understanding when we are reading newspapers. Key words: Newspaper headline, Lexical features, StructureRead MoreThe Revolution Of Rio De Janeiro2132 Words   |  9 Pageswas responsible for the 2014 FIFA World Cup, and this year, is responsible for 2016 Summer Olympic Games. Typically, a developing country faces various concerns, however in this paper, it will focus on the question of the problems that the city is experiencing remarked by the preparations of the Olympic Games that shall take place in August 2016. 2014 World Cup 2016 Olympic Games in Rio de Janeiro The world has witness the Maracanà £ Stadium in Rio during the 2014 FIFA World Cup. It is the second