Deltoid Intramuscular Injection and Obesity Essay

Deltoid Intramuscular Injection and Obesity Introduction   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   According the World Health Organizations and Centers for Disease Control and prevention in United States, approximately one –third of adults are considered obese. This has raised the no of intramuscular injections with approximate rate of 16 billion per year. Despite complex skills in administering, IM injections into deltoid muscle for administering the vaccine is best considered. IM injections is injection in which the needle pierces the muscle at least by 5mm, Zayback (2007).This has raised a great concern to the health sector whether the standard needle of 25-38 mm used, is able to deposit the medication to the muscle of obese individual. For the last six years, this has pushed researchers to address the issue of IM needle length in obesity. Further, the research based its findings reached conclusion 1.5 inches needle is the best as opposed to 1-inch needle. Further, it was discovered that there is no commonly accepted method if IM injection for a person with high BMI (Plotkin, 2008). Implication on leadership and management   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The procedure for administering the vaccine by use of IM injections in obese individuals has not been an easy go to the leadership and management of health care in United States. With increased number of patients, the cases of incapability of vaccine causing a reaction(reactogenicity),wrong vaccine injection techniques and incorrect needle length used for IM injection in obese individuals has been of major concern. According to World Health Organization, the concerns have been associated to patient’s discomforts and increased cases of risks. It is therefore imperative to the leadership of medical-surgical nurses find an appropriate solution to the above raised concerns.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Also according to WHO (2009), administration of IM injection has for long been a complex challenge .Perhaps it has been found that the nurses when giving IM injections, use techniques that are little more ritualistic procedure but based on tradition ,which is passed from one nurse to another, generation to another. It is in great concern it has been addressed to the management and the leadership .This is because the skills not only requires dexterity in manipulating needle and syringe, but also knowledge in deciding the appropriate needle, syringe type and appropriate location of the injection ( Coco man & Murray 2008).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Following this, timely reaction from management and leadership of health care in U.S is of great essence. This is because wrong IM injection technique and incorrect needle length can result to complications such, as are muscle fibrosis, abscess, gangrene, nerve injury and contracture. On the other side, unsafe injection technique may result in many of infections, such as HIV (6-8) and hepatitis B and C. According to Cocoman & Murray (2008), Detroid IM injection has resulted to permanent disability and in some cases to legal actions due to inappropriate injection techniques. In additional, this has problems to health care management in imparting proper knowledge to its nurses despite continued iatrogenic complications. Implications of issues for nursing practice   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Based from the questions, concerns, statistics and issues raised, there has been increased awareness to the nurses’ and other health care professionals carry out the appropriate techniques of intramuscular injections, appropriate vaccine and identification of appropriate needle length for injection in obese patients.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Following the effects of injecting vaccine into the subcutaneous tissue, complications such as granulomas and abscesses, injecting the vaccine into the deltoid muscle was more recommended .Further (Walters & Furyk, 2010) describes that although Obese patients still receive the injections into subcutaneous tissue there are more harm. This is because there is slower rate of absorption and medication efficiency can be compromised, resulting to vaccine failure.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In determining the correct needle length, for the past six years the research based on issues of intramuscular needle –length in obesity begun. A research by Zaybak and colleagues (2007) was conducted to measure SCT in ventrogluteal and dorsogluteal sites to determine the optimum injections. In determining the optimum injection for IM injections, Weight was the key factor to the research whereby the BMI for extremely obese was greater than 35, for obese 30-30.5 and for overweight the BIM ranged 25 -29.9 in adults. Following the research, 16mm long needle in adolescents less than 60kg is recommended. It is acceptable for those adults weighing 60-70 kg when using flattened technique or bunch. However, it was agreed 1.5 inches needle to use as standard in Detroid IM injection of vaccine in obese patients. To the question of common method of Detroid IM injection, it was discovered that there is no commonly accepted method of IM injectio n for a person with high BMI. Strengthening of nursing practice   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   From above review, there are many discrepancies in the practice of IM administration. There is because there is no standard method of detroid IM injection and needle length as. This has further created gaps in nursing education as well as the nursing practice (Cook, 2006).There is therefore need to apply the above currently evidence –based research guideline to harmonize the practice and the nursing education in United states. References Cook, I.F., Williamson, M., & Pond, D. (2006).Definition of needle length required for intramuscular deltoid injection in elderlyadults: An ultrasonographic study.Voccine, 24(7), 937-940. Cocoman, A., & Murray, J. (2008). Intramuscularinjections: A review of bestpractice for mental liealtii nurses.Journalof Psychiatric & Mental Health Nursing,/ 5(5), 424-434. Zaybak.A., Gà ¼nes,Y.,Tamsel, S., Khorshid, L, &Eser, I. (2007). Does obesity prevent theneedle from reaching muscle in intramuscular injections? journal ofAdvanced Nursing, 58(6), 552-556 Plotkin, S., Orenstein, W, & Offit, P (2008).Vaccines (5* ed.). Philadelphia: SaundersElsevier. Source document

My Priorities

Daniela Resendez Carolyn S. Smith English-1301-52 10/02/2012 My Priorities Women and men have different sets of priorities. Because men have always cared more about materialistic objects, their priorities are different from those of women. Most women are more sentimental; therefore, their priorities are humanistic. Since I am a woman, my priorities are humanistic. My three main priorities in life are my family, God and my friends. My first priority is my family.I cannot imagine a person that has something or someone else as a first priority; basically, my family is the most important thing in my life. The love of the family is unconditional. I always feel support with them, and I know I will never feel homeless with them by my side. After all, they are the people with whom an individual will share the great moments of life. My second priority is God. I know that many people do not consider him a priority, maybe because they do not believe in something bigger than them.But, my belief is different, I am never going to be alone and I am always going to feel hope. Belief in God is not only by words, but by actions. An action that proves individual belief is going to church. I used to go to church since I was a child. It was there that I learned about the good and bad things in the world. Finally, My friends are my third priority. Like family, is impossible not to have our friends in our priorities. Because with them there is always that loyalty that unites us, we are always going to find a family in them.We can talk with our friends the way we talk with our mother or sister, and sometimes we can have more trust in them. We share funny moments, with our friends, which are very important in our lives. Because those moments are unforgettable, friends are a priority. We party with them the way we cannot with our family, thus we share the most important secrets. In conclusion, my priorities have always given me stability, hopefulness and happiness. My family, God and my friends are my three main priorities and that is how I have managed to accomplish my goals.

Night Terrors

An article by Ph. D John Cline has help me to come to believe otherwise. There was a situation In which a woman woke up to her sleeping husband's fists. Indeed the husband was sleep but far away from peace. The husband was experiencing a night terror. A night terror is far worse than a bad dream, a night terror is when someone wakes up screaming and in some cases they act out their dream.In this case the husband acted out his dream; however, his actions occurred unknowingly. His wife screamed his name for him to stop, this of hich woke him up. These events didn't stop there so the husband decided to seek professional help. upon being appointed to a sleep specialist he learned about Rapid Eye Movement Sleep Behavior Disorder. He quickly learned that he was suffering from a very rare disorder. About 0. 38 percent of the general population and about . 50 percent face this disorder.This disorder is also known as RBD his class of which is known as parasomnias. Parasomnias are unwanted phy sical events dealing with sleep. RBD happens to blend with Rapid eye movement. In the sense of this disorder the person's body is paralyzed and intense and colorful dreams occur. This sleep disorder is most common to men over the age of fifty years of age; however, Its possible for anyone to have this disorder but theyre not as Ilkely. Many sleep dfferent disorders associate with each other such as this one and sleep apnea in relation to rapid eye movement.R8N happens to also be associate to Parkinson's disease. There are Whitehead 2 many sleep disorders that can effect our sleep. This of which happens to be important because sleep Is Important to use as humans. Sleep can determine how health one can be mentally and physically. The Importance of sleep speaks for itself n fact, we do spend one-third of our life sleeping. I chose this article because everyone sleeps but, who says that we have to be at peace while doing it? I couldnt possible picture life without sleep.Honestly, I thin k life would be entirely too long and tiring without it. I also wanted to know more about this disorder for future references. Psychologically this article covers REM which happens to be the movement of the eye as someone dreams. In addition, I believe that our society would be pleased to know this disorder Is not a common one. This article was great in terms of knowledge of the disorder. I would have maybe even njoyed reading this article on my free and not Just for class purposes.In reading this article Ive learned that I am at a greater risk in having this disorder than the general population. To sum things up, never take your recommended six-eight hours for granted, because you never know when things could start to go bump in the night for you. Night Terrors By tiequeisha Jones me to come to believe otherwise. There was a situation in which a woman woke up to Upon being appointed to a sleep specialist he learned about Rapid Eye Movement however, its possible for anyone to have t his disorder but theyre not as likely.Many sleep different disorders associate with each other such as this one and sleep apnea in relation to rapid eye movement. RBN happens to also be associate to Parkinson's important because sleep is important to use as humans. Sleep can determine how health one can be mentally and physically. The importance of sleep speaks for itself peace while doing it? I couldn't possible picture life without sleep. Honestly, I think that our society would be pleased to know this disorder is not a common one. This this article IVe learned that I am at a greater risk in having this disorder than the

2101W Assignment 2 Essay Example | Topics and Well Written Essays - 1500 words

2101W Assignment 2 - Essay Example The medieval age of the Germany was significantly influenced by two different principles, individualism and universalism (Leyser 30-256). The then economic reforms and political regimes had also played vital roles in the development of the modern German society. Notably, it was during the years 1046 to 1057 that Germany witnessed the rise of one after another revolutionary popes including Pope Clement II, Pope Dumasus II, Pope Leo IX, Pope Victor II and Pope Stephen IX (Jeep 500). During the medieval age of Germany, struggles became apparently identifiable between the then established German Empire and the reforming Catholic Churches who wished to strengthen their control on the political and economic structures of the nation. It was during in 1024 that Duke Conrad II, the first of the Salian dynasty was crowned as the king of the Germans. Historical testaments affirm that during the sovereignty of Conrad II’s son Henry III (1039 to 1056), the empire fully supported the Cluniac reforms, which continued from 910. Another vital change was observed in the political structure of Germany during this period, which had drastic effects on the economic growth of the nation in the later period of the 14th and the 15th centuries. Before 1056, i.e. before the reign of Henry IV, German churches, representing the papal authority was dominated by the emperors in the nation. However, with the advent of Cluniac reforms, monasteries were being reformed, where monastic h ouses were being transferred under the direct leadership of papacy from being placed under the feudal control. The conflict taking place between the Popes and German states further gave rise to the Investiture Controversy which lasted till 1122. This ultimately increased the complexities in the legal environment of Germany, which further augmented the discrepancies within trade relations of German empires and also with international market, as traders now had

Ethical issues in urban planning Essay Example | Topics and Well Written Essays - 1000 words

Ethical issues in urban planning - Essay Example The code of ethics and the ethical principles in planning, present a comprehensive insight to the planners regarding their professional duties and responsibilities. The key ideas and principles that are highlighted in the code of ethics and ethical principles are given below. Aspirational values are discussed in much more detail that provide the planners a sense of commitment and belonging to different stakeholder especially pertaining to institute, profession, colleagues, clients, employers and the general public. However, the responsibilities of the planners in this respect are not binding to them. Code of ethics also provides specific procedures to deal with misconduct charges. Detailed discussions are highlighted in respect of proceeding of a misconduct case, rulings and the alleged violations in the code of ethics. Another quite important aspect that is highlighted in the code is the matters relating to serious crime commitments. Very stringent and rigorous procedures are detailed in the code of ethics with serious consequences in case if a crime is proved in respect of a planner. The ethical principles emphasize the planners on achieving high degree of standards while serving to the public interest as part of their utmost professional liability. This principle requires planner to provide accurate information to the public, plan for the needs of public, clarify the true goals and objectives, safe guard of environmental heritage and concentrate on decision making process along with the consequences of them Another promising feature of the ethical principle states that planners should ensure the integrity and proficiency so that the image of profession should not be hampered. For this objective, the planners are restricted in their dealings such that maintaining integrity and faithfulness, prohibiting the acceptance of the gifts,

Ethics Essay Example | Topics and Well Written Essays - 750 words - 3

Ethics - Essay Example This paper develops a brief personal code of ethics, the basic tenets of which include ethical conduct toward others, respect, equality, and personal accountability. Rationale A personal code of ethics is a reflection of the deepest moral and ethical values, which are fundamental and vital for the future individual and professional success (Long 14). These values guide the lives of individuals, create and sustain self-identity, promote self-esteem, and make individuals empowered in personal and professional life (Long 14). This personal code of conduct provides effective operating definitions and instructions for following personal ethical and moral values of respect, equality, and accountability. The code of ethics ensures personal commitment to these values (Barbeito 122). The personal code of ethics is a formal document which supports and confirms personal commitment to the highest standards of ethical performance and conduct. ... 1. Ethical values: to engage in learning and regularly expand the knowledge of ethical norms and values. 2. Equality: to ensure that each family member and friend receives sufficient attention and that the needs of all are considered. 3. Respect: to be truthful with everyone, avoid blunt expressions, bold claims, and any manipulation of others’ emotions and feelings. 4. Accountability: to pay attention to what others are saying about the actions and decisions that bear their consequences on them. Enforcement The principal goal of enforcing this code of ethics is to guarantee that behaviors and decisions are ethical (Kidder 24; Verschoor 20). Enforcement does not aim at imposing punishment for unethical decisions and acts. For the aims of effective enforcement, any violation of the code is considered as a form of serious misconduct. Law preserves its precedence over the ethical code (Kidder 27). Regular/ continuous education becomes the top priority in ensuring and enforcing et hical behaviors and decisions. These elements will serve an effective driver of personal ethical behaviors and the source of continuous knowledge improvement about ethics. Works Cited Barbeito, C.L. Human Resource Policies and Procedures for Nonprofit Organizations. John Wiley & Sons. Kidder, R.M. How good people make tough choices. New York: Fireside, 1995. Long, D.H. Doing the Right Thing: A Real Estate Practitioner’s Guide to Ethical Decision Making. Cengage Learning. Verschoor, C. â€Å"Is Your Ethics Code Based on Compliance or Values?† Strategic Finance, 82 (2000),

Marketing Plan Essay Example | Topics and Well Written Essays - 4250 words

Marketing Plan - Essay Example Because of which the company has been able to become one of the biggest Japanese restaurants in the country providing SUZU with Sushi grade fish to the customers in Hammersmith (Aaker and Joachimsthaler, 2000, pp. 45-52). The company is into providing special quality of sushi fish to the customers in London specially focusing on the children so that they can get healthy food items. The company looks to utilize its resources very efficiently making sure that it can have the maximum productivity. The company operates from Monday to Friday providing both Lunch and dinner facility and on Saturday only Dinner facility. It makes sure that all the orders that are been placed either for take away or for delivery are been finished on time and in best quality. SUZU does operates for 8 hours in total in one day and makes sure that it has a high rate of productivity of around 80-85% making all the employees work in the most efficient way. SUZU has a strong presence of information system in the company making sure that the flow of the information from one department to other is been done very easily. The company is bale to maintain a good system which helps them to get information related to the order that is been placed and also with regards to the takeaway order so that there is no mismatch among all the orders and the right customer can be provided with the correct order that is been placed (Cheverton, 2006, pp. 56-64). Thus the management information system used by the company is of the highest quality which helps in increasing the efficiency of the company. It has got the best of Japanese chef as a member of its staff to enable it with the facility of providing the best quality food to the customers. The company has a very flexible organization structure where all the members including the founder Makiko Sano work as a single team towards achieving their goal and making sure that they get the maximum

Project risk management Essay Example | Topics and Well Written Essays - 2500 words

Project risk management - Essay Example Projects are regard the planning and execution of beneficial transform. This positive change may engage the creation of a preferred physical asset or some less physical organizational change. In either case, the quest of opportunities is an intrinsic central concern. There are various approaches used to tackle project risk management. In this paper, we analyze the key features of Performance Uncertainty Management Process (PUMP) approach. PUMPs have designed broad or specific processes facilitate its functions. One of its key features is iterative nature. Performance uncertainty management processes’ (PUMPs), designed to elucidate uncertainty, opportunity and threat in all types of organizations and projects. The importance is the strategy shaping phase of the venture lifecycle, precisely shaping the expansion of project execution and delivery approach plans. This feature allows it to do a cyclic process of the risk management (Barkley, 2004). It process iteration organization and has a plan-criterion structure comprehension. It has four broad phases that ensures the implementation of the twelve stages. A twelve plan categorization of the lifecycle offers a framework for contemplating the purpose of a PUMP at dissimilar stages in the lifecycle, when unlike performance contemplations operate. The fundamental PUMP offers a structure for uncertainty control, but the defined purpose, scope and factor of analysis done in each PUMP stage will rely upon the function context. There is no one outstanding approach for all circumstances. The essential phase of the basic Performance Uncertainty Management Process is concerning acclimatizing the basic procedure to the precise project context and lifecycle phase of instantaneous interest. The PUMP approach deals with the identification of all applicable sources of uncertainty and reaction options in a tightly coupled way; in part since unidentified reactions are a basis of vagueness. In PUMP approach, consequences or effects observed in qualitative stipulations are element of the bond between responses and sources. For instance, some sources entail potential consequences that require a useful reactive response, but others require an efficient preventative response, and others require both. Considering projects allied to a single deliverable asset or institutional change, a comprehensive description of the asset/transform lifecycle and the actions involved in each phase of the lifecycle is obtainable (Kendrick, 2009). Uncertainty around and in a project account, utilizes a 12 step nominal structure that distinguished variant features of the four essential life cycle phases of conceptualization, execution, planning and delivery also utilization of the change or asset delivered by a venture. This lifecycle supposed structure offers a structure in which indecision management can be organized in any suitable framework for fastidious contexts. An instant insinuation is that the extent and nature of th e procedure used to administer project uncertainty must be driven to areas where the lifecycle is situated, to efficiently address the questions pertinent to that stage. In conceptualization phase, the idea of the project is shaped also gateway for the project implementation is set. Shaping involve making best decisions on how to proceed with project

International Finance Essay Example | Topics and Well Written Essays - 1500 words - 6

International Finance - Essay Example In recent years, there has been a voluminous expansion of ‘’asset-market’’ view of exchange rates (Adolfson, 2014, p. 35). Its popularity lies in the realism of its distinguishing theoretical assumption and its distinguishing empirical implication. The exchange rate must adjust instantly to equilibrate the international demand for stocks of national assets instead of adjusting to equilibrate the international demand for flows of national goods as if it was in the traditional view. That is the theoretical assumption. The empirical implication is that floating exchange rates will display high variability. The paper tries to scrutinize the flexible price monetary model as a model of determining exchange rates and the results of empirical tests and studies done on it. The flexible price monetary model of exchange rate determination has been developed by Frenkel, Mussa, Girton and Roper(1977), Hodrick(1978) and Bilson (1980).Since it is an example of a monetary approach, the assumption is that there no barriers (such as transaction costs or capital controls) that might segment international capital markets. The domestic and foreign bonds are also perfect substitutes in investor demand functions (Gertler, 2014, p. 25). Thus, there is only one bond in the world. In the flexible price monetary model sub-branch of the monetary approach, there is also an assumption of goods markets. That is, apart from there being no barriers that segment international goods markets, domestic and foreign goods are also perfect substitutes in consumer demand functions. In essence, only one good exists in the world. This specific assumption implies Purchasing power parity (PPP) that is the domestic price level is equal to the foreign price level multiplies by the exchang e rates. According to this exchange rate, the relative price of the currency is determined by the supply and demand for

The philosophers Thomas Hobbes and John Locke Assignment

The philosophers Thomas Hobbes and John Locke - Assignment Example As a result, formation of a government with total power is necessary for men to coexist peacefully. Such a government is formed by people who transfer their liberty for safety. People obey the laws formed by the government, which stands between them and their state of chaos, and they do not have the right to overthrow the government (Ladenburg, 2007). On the contrary, Locke believes that people are born free with rights to dispose their properties. According to Locke, people form a government to protect their possessions, and they can regain their liberty if the government breaches the law of society. However, following the events that happened in Libya, Locke’s opinion is misguided. After Gaddafi’s fall in Libya, democracy has not yielded much. The country is controlled by armed militias, and the economy is deteriorating. Libya’s state under Gaddafi’s ‘authoritarian’ rule was better than the current ‘democratic’ rule. In conclusion, absolute democracy is unattainable in the presence of many people. Different people pursue different goals, which are likely to be conflicting, and this throws the society into a state of disorder. Human liberty needs to be controlled for a peaceful and progressive

International Business Essay Example | Topics and Well Written Essays - 2500 words - 1

International Business - Essay Example The operating systems under the software segment include Mac OS and other productivity and utility applications like I-work, Quick time player, and logic studio among others (Apple, 2013b). Apple is considered as one of the best software firms in terms of creativity and innovation. The company mainly distributes its services and product through retailers, whole sellers and exclusive Apple owned stores. Hewlett Packard, Dell, Google and Blackberry are the direct competitors of the company (NASDAQ, 2012). The current business environment is extremely volatile and changing. In order to thrive and survive in this competitive environment, companies will have to monitor and analyses the external as well as internal environment conditions before taking any business decision. Company philosophy Apple runs on the philosophy of creativity and premium (Simoes, 2001). Even though other companies are trying to cut down costs in order to increase sales and volume growth, Apple continues to price p roducts in the premium category. The company has established a loyal base of customers. Design and technology have always been the pillars of success for Apple. The other major marketing philosophy surrounding Apple is empathy, focus and Impute. Together, they provide a breakthrough competitive advantage to the company with respect to customer preference and market knowledge (Ghodeswar, 2008). Empathy concerns with understanding the exact needs to the customers (Witcher and Chau, 2010). The company has successfully embedded this philosophy with extensive research and evaluating the future trends and demands of the ever evolving customer. The second philosophy is focusing on only what is important and is necessary and removing all unimportant things from the activity plan. This increases the employee efficiency and overall productivity. The third philosophy is imputing which means that public and consumer form an opinion about the company. Thus, Apple makes sure that the image of the company is clean and balanced. External environment analysis PEST analysis will be helpful in evaluating the external environment of Apple. Political More than 50 percent of revenue of Apple comes from international markets. Thus, any change in the political scenario in the major international market will be crucial in overall growth of the organization. Economical The global economic crisis has impacted the company in an adverse way. With the high inflation rate and rising unemployment, consumers have shifted to saving mode. This has impacted the overall business of Apple, as most of its products are categorized as luxury and premium range. Fluctuating values of US dollars have also impacted the organization. Social The two major factors which have always been the forefront of Apple were designing and creativity. With the increasing disposable income, people are more attracted towards creative gadgets and technology (Beri, 2007). Apple has understood this market sentiment and cont inues to design innovative and user-friendly technology for the masses. Technological Apple throws in a large chunk of its revenue into product development and research phases. The sole purpose of this is to come out with new and innovative technology which provides competitive advantage to Apple. Opportunities and challenges An understanding of the current opportunities and

Curtis Cobbins Essay Example for Free

Curtis Cobbins Essay Dear Ms. Robbins: Im writing to thank you for the December 4th interview for the District Manager position. I am still very much interested in the position and it was especially useful to meet with you and discuss the saes and marketing processes you have in place. As District Manager on the team, I look forward to forming optimal alliances with customers, investors, franchisees and vendors as well as your internal teams. I came away from our discussion with ideas I look forward to applying at Deen Companies. Specifically, I would like to get your reaction on my thinking regarding marketing research methods in your company. I am confident you will find my comments useful in this crucial area. You evaluate many people in the course of hiring, so let me recap my qualifications: †¢ Over five years record as Top Sales Producer, generating approximately $1. 5 million in annual sales †¢ Proven experience developing and managing major commercial accounts †¢ Extensive experience in sales management, contract negotiation and account administration †¢ Positive work ethic and deep commitment to providing excellent results †¢ Excellent management and communication skills If I can further substantiate my ability to meet your needs at Deen Companies, please email me at [emailprotected] com Thank you again for your time. I look forward to hearing from you. Sincerely, Curtis Cobbins Enclosure

How To Develop Pricing Strategy For A Product Marketing Essay

How To Develop Pricing Strategy For A Product Marketing Essay This Paper tries to link between the first two components of a marketing mix: product strategy and pricing strategy. In order to help decision makers to define the optimum pricing strategy for product mix. Marketers broadly define a product as a bundle of physical, service, and symbolic attributes designed to satisfy consumer wants. Therefore, product strategy involves considerably more than producing a physical good or service. It is a total product concept that includes decisions about package design, brand name, trademarks, warranties, guarantees, product image, and new-product development. The second element of the marketing mix is pricing strategy. Price is the exchange value of a good or service. An item is worth only what someone else is willing to pay for it. In a primitive society, the exchange value may be determined by trading a good for some other commodity. Pricing strategy deals with the multitude of factors that influence the setting of a price. Table of Contents Introduction This paper will review each of the variables that affect the optimum pricing strategies of a product, the researcher will start with defining The product and exploring how product classification can affect the product mix decision in the firm, then researcher will study the product life cycle and how it can affect the pricing and marketing strategies during the different stages of the cycle. Secondly the researcher will tackle the pricing as one of the marketing strategies and what can affect the pricing strategy either internally from inside the firm or externally from outside the firm, finally researcher will define the linkage between pricing strategy, marketing strategy and the product mix. Problem Statement How to define the optimum pricing strategy for product mix as part of the firm marketing strategy Research Questions What is a product and how product classification can affect the Product mix decision for a firm? What is the linkage between the product life cycle and marketing strategy? What are the different pricing objectives? What factors are affecting the pricing strategy for a product? What is the linkage between pricing strategy, product and marketing strategy? Marketing Strategies Marketing Planning begins with formulating an offering to meet target customers needs or wants, where the customer will judge this offering by mainly two elements; product features and quality, and price. (Kotler Keller, 2009) Before a new product launch, marketers create marketing programs to maximize the chance of success. This is often a challenging managerial decision because, to set the appropriate pricing levels, managers must have reliable estimates as to how sales would respond to different levels of a marketing-mix variable. (JACKIE LUAN SUDHIR, 2010). The long term performance of mature product will be affected by the integrated marketing strategy including pricing (BERK ATAMAN, VAN HEERDE, MELA, 2010). Product Product is no more a tangible offering, but it can be more than that, Product can be anything that is offered to a market to satisfy a want or a need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. (Kotler Keller, 2009) There are many aspects of product development to consider. A product or service has features: function, appearance, packing, and guarantees of performance that help people solve problems. When designing a product, marketers should address the issue of product classes. (Smith Strand, 2008) Product Classification Products are classified on the basis of; durability, tangibility and use (consumer or industrial), where each product type has its appropriate marketing strategy. (Kotler Keller, 2009) Durability and Tangibility: The products can be sub-classified into three categories according to the durability and tangibility; where goods can be either nondurable goods, durable goods or a service. Nondurable Goods will be tangible, normally consumed in one or a few uses and they are purchased frequently, such as soap. Durable Goods are tangible goods that survive many uses, such as refrigerators. Services are intangible, inseparable and perishable products. Consumer Goods Classification: According to the consumers shopping habits; products can be sub-classified into convenience, shopping, specialty, and unsought products. Consumer purchase Convenience Goods frequently and with minimum efforts such as soaps and soft drinks. When the consumer characteristically compare on bases of suitability, quality and price, this is a Shopping Goods such as furniture. Specialty Goods are goods with unique characteristics for which a sufficient numbers of consumers are willing to make a special purchasing effort such as sportive cars. There are another category of goods that consumer doesnt normally think of buying such as life insurance which is classified as Unsought Goods. Industrial Goods Classification: According to the goods relative cost and how they enter the production process; Industrial goods can be sub classified into Material and Parts, Capital Items, and Supplies and Business Services. Material and Parts are goods that enter the manufacturers product completely such as raw materials. Capital Items are long lasting goods that facilitate developing or managing the finished products, such as buildings and heavy equipment. Supplies and Business Services are short-term goods and services that facilitate developing or managing the finished goods, such as maintenance and repair. Product Mix The Product Mix is the totality of product lines offered by a company. Product mix decisions involve varying their width, depth and consistency. Mix width refers to the number of different product lines the company carries. Mix consistency includes assessing the relationship between product lines in terms of common end uses, prices, distribution outlets and markets served. (Clemente, 2002) Before a new product launch, marketers have to create marketing programs to maximize the chance of success. In other words, they must forecast the market responsiveness to various marketing-mix variables. Although there is substantial literature on new product sales forecasting, there has been scant research related to forecasting marketing-mix responsiveness before a new product launch. (JACKIE LUAN SUDHIR, 2010) Determining the product-mix is one of the most important decisions relating to planning. Such decision implies utilizing limited resources to maximize the net value of the output from the production facilities. The quantity produced from each product in a certain time period results in utilizing certain resources for that time, consuming certain amount of raw materials, using certain labor skills and various production centers, and so on. The objective of the product-mix decision in the overall production plan is to find the product mix and the production program that maximizes the total contribution to profit/throughput subject to constraints imposed by resource limitations, market demand, and sales forecast. (Al-Aomar, 2000) The product designer should take into account both marketing and engineering considerations concurrently in a product line design. (LUO, 2011) Linkage between Product Classification and Product Mix In offering a product line, companies should offer basic platform of products and modules that can be added to meet different customers requirements, this approach enables companies to offer variety of products and to lower their production cost, therefore; each product line manager has to know the sales and profits of each item in his product line in order to determine which product mix strategy to implement, and to know which items to build, maintain, harvest, or divest. (Kotler Keller, 2009) Product classification has implication on how companies will formulate their product mixtures and what marketing strategies will be applied per each product mix, knowing at what class is the product along with well orientation of the product mix will be positively beneficial for both to the producer as well as to the consumers. The followings are some relations between product classification and product mix. (ADEOTI, 2010) Durability and Tangibility Classification and Product Mix: For durable and non-durable goods, there is a reflection on the life expectancy of the product. These classifications have strategic implications to the producer. Durable products are purchased infrequently and require personal selling. Perishable products need speedy distribution and luxury goods can be priced highly. Consumer Goods Classification and Product Mix: Convenience goods could be staples like food items bought on regular basis often by habit. It could also be impulsive items which are purchased, not because of planning but because of strongly felt need. It could also be emergency products which are needed to solve an immediate crisis. Brand Name would be very important for staple products while impulse products require a captivating packaging signal that will attract the consumers. For emergency products the consumers are less sensitive to price, therefore it is a circumstantial product. The understanding, of the buying behavior of the consumers for each of these sub-categories of convenience goods and the product characteristics will inform the producer on the appropriate marketing strategy options to be taken for higher returns. Shopping goods are bought rather infrequently and are used up very slowly. For homogenous shopping goods the prices should be relatively in the same range with other products in the same homogenous shopping goods category. For heterogeneous shopping goods consumers should consider the tangible features of these products and the associated services on offer before making a buying decision. Consumers are not usually sensitive to prices of heterogeneous shopping goods provided the product has some demonstrable advantage over its competitors. Promotional activity for this category of shopping goods should focus on pointing out unique attributes of the product rather than low prices. Specialty goods are products that have no acceptable substitutes in the mind of the consumer, where the uniqueness and superiority of the Specialty product stems from unrivalled quality superiority or design exclusivity. Specialty brands are what should be created. Producer should be encouraged by this superiority complex of the buyers and should not demean the quality. Consumers of such products are insensitive to price. Hence the mark up could be high for the targeted market, for unsought products, the consumer has no felt need for it. Many new products fall into this category, until their usefulness is known the consumer is not disposed to buying them. Personal selling and wide advertisement is required for unsought goods. There may be a need to even launch the product officially in the market place. Industrial Goods Classification and Product Mix: Installations goods are long-lasting products that are not bought very often. The number of potential buyers at any given time is usually small. These consist of buildings and fixed equipment. The producer must design it to specification and to supply post sale services. Accessory equipment; these comprise of portable factory equipment and tools. This equipment does not become part of the finished product; they simply help in the production process. Quality features, price and services are major considerations in vendor selection. Raw materials; these are goods that have been produced only enough to make handling convenient and safe. They enter the manufacturing process basically in their natural state. They originate either from agriculture or from industries such as mining and lumbering. Examples are cotton, man cue, crude oil and most farm produce. Fabricating materials; these undergo some degree of initial processing before they enter the product manufacturing process. This may be a relatively basic step such as changing iron ore into pig iron or wheat into flour. In other cases an ingredient may be completely prefabricated, such as an automobile tire or an electric motor for home appliance. The more complicated a product is, the more likely it is to contain both raw and fabricating materials. Facilitating goods; these are operating supplies that are used up in the operation of the firm but do not become part of the product. They are usually budgeted as expenses and have short life. The purpose of such goods is to keep the foundation goods functioning properly and to help in the handling and supply of the entering goods. Examples are lubricating oil; saw blades, cider forms and labels. The Product Life Cycle Product life-cycle (PLC) like human beings, products also have an arc. From birth to death, human beings pass through various stages e.g. birth, growth, maturity, decline and death. A similar life-cycle is seen in the case of products. The product life cycle goes through multiple phases, involves many professional disciplines, and requires many skills, tools and processes. Product life cycle (PLC) has to do with the life of a product in the market with respect to business/commercial costs and sales measures. (Niemann, Tichkiewitch, Westkà ¤mper, 2008) Product value and life are usually expected to follow the product life cycle (PLC), wherein products are expected to move from an investment toward a profitable mature peak that ends when the product is phased out. However; Christiansen et al assume that the value of a product is relational and that relationships between products and consumers are created, broken, and recreated. Value creation is a never-ending process, in that the product should be considered to be a process by which value constructions are constantly negotiated in actor networks. (Christiansen, Varnes, Gasparin, Storm-Nielsen, Vinther, 2010) Christiansen et al (2010) have concluded some actors that make the product timeless: Flexibility and adaptability that make it possible for the product to travel to new places and participate in new qualification processes and attach to new actors and be part of new networks. The ability to connect to different networks simultaneously as part of a network that stresses the high-end market attaching to the need for having a distinctive product to some, being a classical piece of sculpture-furniture to others and being related to contemporary artistic expressions to yet others. A strong core that provides the product with a unique and significant identity or expression, allowing for temporal interpretations or additions and modifications. Framing devices that help to position the product in settings that continue to present the product as relevant and useful in changing networks in a context in which others are constantly trying to get customers to attach to other networks. Serendipity-as fortune and misfortune cannot be accurately predicted or calculated when the out- come is a product of multiple connections over long time spans among potentially numerous human and non-human actors. Linkage between Product Life Cycle and marketing Strategies The product life cycle concept provides important insights for the marketing planner in anticipating developments throughout the various stages of a products life. Knowledge that profits assume a predictable pattern through the stages and that promotional emphasis must shift from product information in the early stages to heavy promotion of competing brands in the later ones should improve product planning decisions. Since marketing programs will be modified at each stage in the life cycle, an understanding of the characteristics of all four product life cycle stages is critical in formulating successful strategies. (Skidmore, 2005) Skidmore (2005) has divided the product life cycle into mainly four stages; Introduction Stage In the early stages of the product life cycle, the firm attempts to promote demand for its new market offering. Because neither consumers nor distributors may be aware of the product, marketers must use promotional programs to inform the market of the items availability and explain its features, uses, and benefits. New-product development and introductory promotional campaigns are expensive and commonly lead to losses in the first stage of the product life cycle. Yet these expenditures are necessary if the firm is to profit later. Growth Sales climb quickly during the products growth stage as new customers join the early users who are now repurchasing the item. Person-to-person referrals and continued advertising by the firm induce others to make trial purchases. The company also begins to earn profits on the new product. But this encourages competitors to enter the field with similar offerings. Price competition appears in the growth stage, and total industry profits peak in the later part of this stage. To gain a larger share of a growing market, firms may develop different versions of a product to target specific segments. Maturity Industry sales at first increase in the maturity stage, but eventually reach a saturation level at which further expansion is difficult. Competition also intensifies, increasing the availability of the product. Firms concentrate on capturing competitors customers, often dropping prices to further their appeal. Sales volume fades late in the maturity stage, and some of the weaker competitors leave the market. Firms spend heavily on promoting mature products to protect their market share and to distinguish their products from those of competitors. Decline Sales continue to fall in the decline stage of the product life cycle. Profits also decline and may become losses as further price cutting occurs in the reduced market for the item. The decline stage is usually caused by a product innovation or a shift in consumer preferences. The decline stage of an old product can also be the growth stage for a new product. Pricing The meaning of the price is broader than the traditional definition The price of a product or service is the number of monetary units a customer has to pay to receive one unit of that product or service. (Blois, Gijsbrechts, Campo, Oxford Textbook of Marketing, 2000) Blois et al (2000) have believed more in Hurt and Speh definition of the pricing where they believe that the cost of an industrial good includes much more than the sellers price, where they have concluded that implications of pricing is crucial to managers facing the pricing decision, therefore decision-makers have to consider the multidimensional view on prices. Additionally they have to recognize that complex pricing schemes may be needed, including a system of prices for different types of customers, product packages, and time periods. This observation is the essence of strategic pricing. Pricing strategy STRATEGY is the means by which an organization seeks to achieve its objectives (Adrian., 2000) Adrian (2000) explained how Strategic decisions about pricing cannot be made in isolation from other strategic marketing decisions, so, for example, a strategy that seeks a premium price position must be matched by product development strategy that creates a superior product and a promotional strategy that establishes in buyers minds the value that the product offers. Adrian (2000) then explained the relation between pricing strategy and the concept of positioning, where a strategy that combined high price with low quality may be regarded by customers as poor value and they are likely to desert such companies where they have a choice of suppliers. For most companies, such a strategy is not sustainable. A high quality/low price strategic position may appear very attractive to buyers, but it too may not be sustainable. Back to Blois et al (2000) where they highlighted how the price is also a component of the marketing mix and therefore impacts on overall sales via its contribution to the consumers perception of the products image. Pricing Objectives Marketing attempts to accomplish certain objectives through its pricing decisions. Research has shown that pricing objectives vary from firm to firm. Some companies try to maximize their profits by pricing their offerings very high. Others use low prices to attract new business. (Palmer, 2000) As per Palmer (2000); the three basic categories of pricing objectives are: Profitability Objectives Profit maximization is the basis of much of economic theory. However, it is often difficult to apply in practice, and many firms have turned to a simpler profitability objective-the target return goal. For example, a firm might specify the goal of a 9 percent return on sales or a 20 percent return on investment. Most target return pricing goals state the desired profitability in terms of a return on either sales or investment. Volume Objectives Another example of pricing strategy is sales maximization, under which management sets an acceptable minimum level of profitability and then tries to maximize sales. Sales expansion is viewed as being more important than short run profits to the firms long-term competitive position. A second volume objective is market share; the percentage of a market controlled by a certain company, product, or service. One firm may seek to achieve a 25 percent market share in a certain industry. Another may want to maintain or expand its market share for particular products or product lines. Social Objectives Objectives not related to profitability or sales volume; can be either of social and/or ethical considerations, status quo objectives, and image goals are often used in pricing decisions. Social and ethical considerations play an important role in some pricing situations. For example, the price of some goods and services is based on the intended consumers ability to pay. For example, some union dues are related to the income of the members. Internal factors affecting pricing Company objectives and strategies An essential ingredient of effective prices is their consistency with company objectives and overall marketing strategy. The realization of company objectives necessitates the development of an overall marketing strategy. To be effective and efficient, the companys pricing decisions must fit into this strategy, and be in line with decisions on other marketing-mix elements. Also, prices should not be set as an afterthought. Reflections on appropriate prices should occur at the time the product, communication, and distribution are conceived, because the different instruments of the mix have a synergetic influence on the market. There is ample evidence that the impact of pricing strategies and structures depends on the companies communication and distribution approach and on the products characteristics. (Blois, Gijsbrechts, Campo, Oxford Textbook of Marketing, 2000) Costs Costs have traditionally played a major role in pricing decisions. They constitute a basic ingredient for setting a price floor or lower boundary on acceptable prices. Cost Classification Costs can be classified along different dimensions. (Blois, Gijsbrechts, Campo, Oxford Textbook of Marketing, 2000) First Dimension First dimension concerns the degree to which costs can be directly attributed to specific products; where costs can be either direct traceable, indirect traceable or general costs. Direct traceable costs can be immediately associated with individual products, such as the cost of raw materials. Indirect traceable costs are not directly linked to, but can with some effort be traced back to, individual products, such as the cost of filling shelves is illustrative of this type. General costs, finally, cannot be linked to specific products, such as administrative overhead costs. Assessing direct traceable costs, and attributing indirect traceable costs, are important for pricing. Second Dimension Equally crucial is the distinction between variable and fixed costs. Which of these components should enter the pricing decision depends on the companys objective. For profit-maximizing companies, fixed cost may not affect optimal prices. Yet, for not-for-profit companies maximizing sales or participation subject to a deficit constraint, fixed cost may have a major effect on feasible outcomes. The companys time horizon also has a fundamental impact on the costs to be considered. Whether costs are fixed or variable depends on the time frame adopted by the company. Third Dimension Cost dynamics; where Short-term costs may differ from long-term cost levels as a result of changes in the scale of company operations. Economies of scale arise if the cost per unit decreases with the output level in a given period. This could be the result of the facility to share corporate resources across products, the use of more efficient (large-scale) production facilities, long production runs, access to volume discounts in purchases, or shipment in full carload or truckload lots. Experience effects are a second major source of declining production costs. Linkage between cost and pricing strategy As argued above, costs are related to price floors: they typically set a lower bound on prices. The contribution margin for a product equals its price minus its unit variable cost: if negative, selling the product at that price leads to a loss; if positive, at least part of the fixed cost can be recovered. While this principle seems utterly simple, the foregoing discussion illustrates that the determination and quantification of all relevant costs may be far from evident. The notion of costs as a price floor is blurred by product inter-dependencies, cost dynamics, cost allocation over channel members and company subsidiaries, and the pursuit of multiple company objectives. Yet, knowledge of basic cost components remains a crucial input to the pricing decision, and companies should strive for a complete picture of various cost issues. (Blois, Gijsbrechts, Campo, Oxford Textbook of Marketing, 2000) External factors affecting pricing AS well as there are internal factors that affect the firm, there are also many external factors that affect the firm that must be taken into account when prices are set. It is useful to consider these in four groups; first the characteristics of the customers themselves and then three aspects of the environment within which the firm operates. (Blois, Gijsbrechts, Campo, Oxford Textbook of Marketing, 2000) Customer characteristics Price-volume relationship (price sensitivity) The customers price sensitivity is usually measured by the price elasticity; the price elasticity is the relative change in demand (sales) resulting from a relative change in the unit price of the product. The price elasticity is affected by four factors; firstly, measured price sensitivities depend on how demand is quantified: market-share changes in response to price are typically larger than sales changes. Secondly, the nature of the price change affects elasticity outcomes. Market reactions to a regular price change may be different from response to temporary promotional price cuts. Thirdly, the level of price elasticity depends on distribution and communication, but especially on product characteristics. Products or services with a unique brand value are said to be less sensitive to price changes. Finally, price elasticity changes over the product life cycle (PLC). The traditional view is that price sensitivity increases as the product evolves over the life cycle, price sensitiv ity first declines as the product moves from the introduction to the growth and maturity stage, and then increases in the decline phase of the PLC. Individual consumers The traditional microeconomic picture of a consumer who correctly registers all prices and price changes, and acts rationally upon them so as to maximize his utility, has been falsified for quite some time. Consumers are heterogeneous in their levels of price search, knowledge, and recall accuracy. Consumers also differ in the location of their acceptable price range: they have different upper and lower price limits, different reference price levels, and different latitudes of acceptance around the reference price. A wide range of factors may explain these differences. Economic factors, such as perceived price differences, budget restrictions, and income levels, are a first source of heterogeneity. Search and transaction costs stemming from time constraints, mobility restrictions, age, household composition, and location, also affect consumer price processing and evaluation. Thirdly, human-capital characteristics such as time-management skills and basic knowledge may come into play. Fourthly, the level of price processing depends on the expected psychosocial returns from price information collection and product adoption, which are often related to culture and peer group. Finally, consumer traits like variety-seeking versus loyalty cause consumers to react differently to prices. As will be argued in subsequent sections, recognition of consumer heterogeneity is crucial for effective pricing: managers should exploit these differences in the development of pricing strategies and tactics. Industrial customers Industrial decision is believed to be more rational and based on more complete information. Price would, for example, be less often used as a quality signal in industrial settings. Other factors such as the importance in the total cost of the end product and the importance in the functioning of the end product are deemed more important determinants of the price sensitivity of industrial buyers than of individual consumers. Competitive environment In determining prices, the competitive environment should explicitly be accounted for. The level of demand associated with a given company price strongly depends on prevailing competitive prices. Moreover, in a dynamic setting, not only must current prices of competitors be taken into account, but so should competitive reactions. Competitive retaliation may attenuate pricing effects. It could even provoke price wars where prices of all market players are systematically reduced, possibly to unprofitable levels. Careful analysis of competition is, therefore, a prerequisite for effective pricing. Channel environment Most companies operate within a marketing channel: they obtain products, components, and/or materials from suppliers; and many pass their products onto intermediaries before they reach the end-users. The characteristics of the channel, and the (associated) reactions of channel members, strongly affect the nature of the pricing problem as well as the effectiveness of alternative pricing strategies, structures, and instruments. Legal environment In setting prices, managers must be aware of legal constraints that restrict their decision freedom such as: Consumer pricing regulations Governments can influence final consumer prices indirectly by means of VAT rates. They can also control prices directly by imposing price ceilings or price floors for specific product categories. Besides imposing restrictions on absolute price levels, governments can limit the freedom of co

Analysis of the Chinese Cosmetic Market

Analysis of the Chinese Cosmetic Market Abstract Women have an inherent love of beauty. The rapid economic growth, coupled with the huge development of cosmetics industry in China, contributes to the significant changes of cosmetics consumer behavior. Cosmetics have become a routine tool to make women more presentable. Understanding behaviour of consumers is a key to the success of business. As a huge potential consumer group, understanding of their attitudes and buying behavior towards cosmetics seems to be necessary. This study focused on investigating and analysing the purchasing patterns for female college students. Via the systemic study, companies will be beneficial to have a better understanding of college females in terms of cosmetics purchasing. The survey was conducted with focus group and questionnaires. The results of questionnaires will be analyzed by using SPSS and data were analysed by frequency analysis, cross-tab analysis and multi-respond analysis. Introduction Research background With the expansion of social group and rising incomes, beauty consciousness among women has changed. Cosmetics entered into womens lives on a daily basis. The act of beautifying physical appearance not only becomes a distinct way to express ones image but also a pattern to show respect to other people (Choi, Kim, Kim, 2007). Following decade of years tremendous economic development, the Chinese cosmetics industry is undergoing fast changes and advancement. It further enhances the consumption level of urban and rural residents, improve the consumption environment, optimize consumption structures, and contribute to expansion of the fields of consumption (Tao, 2005). Consumer categories such as cosmetics benefited from the rapid growth in consumer spending, and have become a huge money maker. Meanwhile, the increasing fashion and beauty consciousness, as a natural outgrowth of rising incomes, diversify consumers demands. Obviously, this potential has not only attracted international cosmetics companies, but also led to more domestic cosmetics producers trying to enter the market. As a consequence, competition will be further intensified among foreign and domestic companies. Previous research indicated that females spending on cosmetics still making up of the main income for the entire cosmetics market. An increasing number of female college students starting to show strong interest in enhancing their appearance through make-up (Huang, 2003). With a high level of interests in appearance, they have revealed a great potential. College students represent not only the remarkable consumption potential but also the future mainstream. Thus, the female college students patterns of consumption gradually become a major concern (Choi, Kim, Kim, 2007). Studying consumer behavior enables companies to understand why consumers make the purchase decision and predict how they will react to promotional messages. On the purpose of maintaining and expanding market share, understanding of consumer behavior will be required to suit their changing needs. Therefore, research need to be conducted to provide cosmetic companies with basic data required in establishing marketing s trategies for advancement into Chinese market to tailor consumption patterns of female college students. Scope and objectives of study When reviewing the literatures on the cosmetic and toiletry industry, the existing research related to Chinese cosmetic consumer is typically concerned with the entire market. Not many studies are available specifically focus on college students buying behavior. In the regard, considering the massive size of China, the present study limits itself to the female college students. By and large, this dissertation makes an attempt to investigate and analyse purchasing pattern of female college cosmetic consumers. In particular, this study aims to achieve the following objectives: To pinpoint and obtain a general picture of the cosmetics industry in China. On completion of this objective, the intention would be to get an insight into the cosmetics environment and the rapid growth trend of the industry so as to have a good knowledge base that can support the study throughout the dissertation. To investigate and analyse cosmetics buying behavior of female college students in China. The intention of this objective would be to a) understand how college student perceive cosmetics, b) identify their characteristics in terms of cosmetics purchase, and c) develop a greater understanding of motivation for purchasing, different factors involved in purchase decision of cosmetics and how product attribute, such as price, quality etc, effects buying patterns, thereby mapping out a model for female college students purchasing behavior. Based on the analysis of the research carried out, briefly propose a number of key recommendations enable companies in the industry to target their marketing strategies at college cosmetics consumers. The data that plan to be gathered for this research will be obtained from both primary and secondary resources. The secondary sources of data will be derived from published articles from internet database, journals and magazines, theses, and related studies on cosmetics. On the other hand, the primary source of information regarding the study will be gathered from focus groups and questionnaires, prepared by the researcher, which will be delivered to the respondents of the research. Significance of study The boom of cosmetics industry in China has brought about changes in consumer behavior. The importance of the study cannot be understated. It is anticipated that the outcome of this study will certainly contribute towards a better understanding of the changing perception and behaviour of cosmetics buyers. Furthermore, there are a number of literatures that have discussed the female consumer behavior with regards to the purchase of cosmetics. This study will combine the relevant literature with own findings from primary research to provide an in-depth discussion. Therefore, the study will be significant in terms of better positioning of products and more effective marketing communication to tailor the demand of college females. This means that the findings will not only be able to benefit both foreign and domestic companies who have the willingness to enter the market but also various retailers who want to expand sales. Literature review Many theories have been proposed to explain consumer behaviors within certain industry area. Understanding todays consumer is the key to realising the future needs and expectations of beauty consumers, and is potentially relevant to improving marketing effectiveness (Tang, 2008). Previous studies hold that knowing the psychological process by which consumers make purchasing decisions enables marketers to grasp opportunities and even predict the shifts and future development trend of the consumer markets. Additionally, it exerts positive impact on improving cosmetics sales (Yau, 1994). In this generation, cosmetics are used by women of practically all walks of life High-end cosmetics The desire to be beautiful could be considered a human tendency, as it is exhibited by almost every culture all around the world. KIRARA(PDF) Research suggests that beauty consciousness among people in general is changing. Vigneron and Johnson (1999) reported that peoples needs for appearances and materialism were increasing. That is human beings wanted to satisfy the need to look and feel good. This created a boom in the cosmetic and toiletries sector across the world. Chambers Encyclopedia defines cosmetics as (a) articles intended to be rubbed, poured, sprinkled or sprayed on, introduced into or otherwise applied to the human body or any part thereof for cleaning, beautifying, promoting attractiveness or altering the appearance and (b) articles intended for use as a component of such articles. Now a variety of cosmetic and toiletries ranging from natural to sophisticated items are available in the market. The pattern and preference of use of these items vary according to different segments of gender, age and socio-economic class. When we review the literature on the cosmetic and toiletry industry, not many studies are available especially about Indian scenario. Patterns of women purchasing cosmetics Most early theories of consumer behavior were concerned with the purchasing characteristics and influential factors. Schutte and Ciarlante (Schutte Ciarlante, 1998)argued that in China the purchase decision is typically based on the usefulness of the product such as its physical characteristics and price value. However, recent studies outlined by Liang (Liang, 2008) suggested that womens purchasing pattern differs with men. Their buying decision tend to influenced easily by the purchasing environment, and have more impulse purchase. Besides, generally speaking, females have strong self-awareness when purchasing, which means majority of the decisions were made on the basis of personal preference or subjective impression, sensation. Characteristics of purchasing cosmetics In general, female invest more money on various cosmetic products and even spared no expense because they pay more attention to appearance than men (Huang, 2003). The characteristics of modern Chinese females regarding cosmetics purchase can be summed up in three points: Easily affected by market atmosphere Normally, products promotion, advertising and other factors can easily tempt young females to make irrational purchases. In a research by Cong (Cong, 2008), results showed that 56% of females bought unneeded or unexpected cosmetics products as a result of discount, followed by the purchase due to interests aroused by shop environment and sales exhibition (40.8%). Accounts for 22.8% of females who bought useless products or had irrational consumption were affected by advertisement. Thus, compare with men, female is prone to be encouraged over-consumption by commercial appeals. Mood consumption Female tend to have more generous sentiments in the process of purchase. Their certain desires are prone to be roused and affected by mental activities. Oliver Yau (Yau, 1994) contended that mood consumption normally occurs in two situations. One of which might be triggered by delusion under particular circumstance. For example, lots of females had encountered situation that unexpected spending happens after being paid out the salary. Another circumstance that contributes to mood consumption is likely to happen in the case of that female with unusual mood. Such as, a considerable number of female go shopping when they feel frustrated and happy. Relatively low loyalty to brands Chinese cosmetics consumers show less passion on being loyal to brands. They would like to try several brands to compare them rather than be from the same brand (Labbrand, 2009). Besides, another reason that contributes to low brand loyalty is seasonal consumption of Chinese consumers due to the significant difference in climate between summer and winter (Mo, 2008). Customers have to change their purchase habit to suit the season. For instance, customer tends to use more sunscreen to protect their skin and less oily cream in summer than they do in winter. Purchasing influences As established by Access Asia Limited (Access Asia Limited, 2008), Chinese consumers heavily rely on products, stores and services they know and trust. The same philosophy is applicable equally to product brands, with word-of-mouth communication proving to be a pervasive reason for consumers to change brands and most potent marketing tools in China. This is supported by Xuecai Liang (Liang, 2008) who claimed that among the females, friends group plays a very important role on information communicating about different brands of cosmetics. Some people will only buy products that they have been recommended by friends. However, the increasing effects of advertising on the urban and younger Chinese buyer cannot be neglected as their media exposure increases (Yang, 2004). In addition, the physical characteristics like reliability, innovative technology and high brand profile are the important factors when make a cosmetic purchase, a study by Yuyuan Huang suggested that (Huang, 2003). Taking different attitudes towards local and foreign brands as example, Huang explained that foreign brand represent high quality and status at the Chinese consumers view, while local brand are perceived as shortage of these selling advantages, even both product sold at the same price. Besides, it worth to notice that local cosmetics consumers now are prepared to pay more for better quality, service, and convenience. The variety of choice is seen as another factor. According to Shen, Liu and Huang (Shen, Liu, Huang, 2005), majority of the consumers will prefer to shop in large stores when they can easily reach such places, whereas finding the lack of product choice in smaller stores (especially in terms of range of price) to be embarrassed. It can be argued that larger stores will provide more bargains, which means the products tend to have higher price value. Such stores are also considered as being more convenient to shop in, contributing to the flourishing development of the discount retailing sector over recent years (Access Asia Limited, 2008). Moreover, in the eyes of Chinese consumer, the depth of communication brands had with their customers is vital. According to survey conducted by Labbrand (Labbrand, 2009), Chinese consumers have a strong demand to communicate with brands. For instance, they would like to receive inquiry from brand concerning their feeling about the products they use, or to be informed in time when brand have special events. Besides, consumers considered that from communicating with brand they can better compare and finally find the most suitable cosmetics for their specific needs and desires. Thus, it can be argued that companies who kept contact with consumers tend to have higher sales and brand loyalty. Industry review The huge advances witnessed over the past two decades have improved the living standards of millions of Chinese citizens. With the upgrade of living standards, private consumption among expenses has reached a higher level. The rise in private consumption translated into greater spending on personal care products in the booming cosmetics industry (Tao, 2005). In China, the development of the cosmetic industry has been to a new stage and it shows a sound momentum of growth. Market potential: Chinese cosmetic market continues to surge In recent year, the continuous rapid economic growth generates good environment and favorable development space for cosmetics industry maintaining a rapid rate of growth. In 2003, china had become the second-largest cosmetics market in Asia after Japan, and was the eighth largest in the world (Li, 2005). According to National Bureau of Statistics (NBS) of China, the Chinese cosmetics market generated total revenues of RMB?488.3 billion in 2007, representing annual sales grew by 26.3 percent over the same period last year. In 2008 and 2009, the sales grew by 22.2% and 17.2%, respectively, over the same period, to reach respective values of RMB?596.5 and RMB?348.2 billion in 2008 (HKTDC, 2009). At the same time, it has also been taken note that the performance of the market is forecast to decelerate, but still increase by approximately 13% annually (Datamonitor, 2009). Overall, the cosmetics industry is surely faster than the economic growth which means the long term potential of the C hinese cosmetic market is fairly vast. Additionally, given its population of approximately 1.3 billion, China has the largest market potential. Chinas share of the global cosmetic market may seem small compared to huge markets like the US and Japan, but with a population of over a billion people, the growth potential there is staggering, said Lenka Contreras, vice president and head of the Consumer Products practice for Klines research division (Pitman, 2005). Chinas cosmetics market is still far from saturation. Characteristics of chinas cosmetics market The consumer market development is vigorous With economy expanding and mass livelihood improving, awareness of personal well-being prompts strong and continuous growth in the consumer market. It not only reforms the consumption pattern but also drive the sales (Asia consulting, 2008). In that sense, it is predicted that the Chinese cosmetic consumer market is dynamic. Women stimulating the market growth Female is still an essential part of Chinese cosmetics market, especially those office ladies. As Chinese women are now increasingly beauty consciousness and awareness, the use of cosmetics has become a part of their daily routine (Fung, 2005). Accordingly, the rising proportion of young females in white-collar jobs has formed the loyal customer basis for this market, and the cosmetics sales have been driven. Their spending on cosmetic is outgrowing over other areas. National Bureau of Statistics has come up with data that shows women ages from 20-54 account for 27.21% of the total population. Being more economically independent, the enormous number of consumers in the group will generate huge demands than ever (HKTDC, 2009). The famous-brand effect appears day by day on the market The rising sales of famous-brand products reflected that customers attitudes concerning cosmetics have changed (Chen Xue, 2005). As the improving residents consumption level, people are willing to pay more attentions to those well-know cosmetic products which were considered with high grade, quality assurance and harmlessness. For example, customers will be highly delighted with brand-name products that can prevent wrinkles or keep moisture balance in the skin. Due to the impression lifted in mind, its sales increased dramatically and gradually become the main growth point of the entire market. Instead, few shows interest in low-end cosmetic products (China Consulting, 2008). Consumer In Chinese cosmetics market, consumers ways of spending are undergoing a significant change. Dianyi Zhang, president of China Cosmetics Association, claimed that modern customers behave more independently on consumption. Consumers tend to utilize different channels and rely on various measuring standard to get a pleasing cosmetics, rather than dependent on advertising. In addition, changes also occur on consumer group. Depending on the difference in requests on brand, quality, price and personal affordability, consumers were divided into low, middle and high classes. And, every class has a great number of loyal customers (HKTDC, 2009). Women of all ages were concerned with their lifestyle. The rising purchasing ability of women helped them to spend more on personal grooming. This grooming consciousness was encouraged by womens active participation in advertisement or fashion shows, such as the popular Fashion TV program (Pitman Simon, 2009). In china, consumption pattern of consumers is changing. The consumers have become globalized in their thinking and are ready to enjoy with some impulsive shopping. Access to various brands and products give them better knowledge towards cosmetics, due to fast-flowing information (Tang, 2008). Therefore, as a cosmetics producer, motivations and type of products purchased should be different depending upon the segment of consumer targeted. Competitive situation The business environment in China has been improving, especially since 2001, when the country joined the World Trade Organization. The commitment to opening its market in compliance with the WTO rules has further stimulated the market, with greater participation from international and domestic player. Consequently, competition between multinationals and local players is heating up across the country (Utsunomiya, 2003). Foreign Brands Continue to Dominate in the Chinese Market International brands play a dominant role in the upper-end cosmetics market, such as PG (Olay), Unilever (Ponds), Shiseido, LOreal and Estee Lauder etc (See Table 1) , due to young womens pursuit of well-known brands in literary. These large multinational cosmetic players have entered the mainland market one after another to build their own manufacturing basis and sales network (Sunfaith China Ltd, 2005) and many of those players have been operating successfully in the China market, making their brands well-known and occupy about 80% of the total market share. According to certain statistics, the world top 15 brand of cosmetics had set up own specialty stores (HKTDC, 2002). Even so, those cosmetics magnates have accelerated expansion into low-end products. For example, Avon and LOreal launched low-end cosmetics one after another to suit the changing customers needs and purchasing behavior, and expand the market share (HKTDC, 2009). Transformation of local Chinese companies is under way Compared with foreign companies domestic players have smaller market share due to several weaknesses. For instance, weak financial ability, lack of research and development capability, and lack of experience in brand management and marketing. Therefore, most of those players produce low-end product with only a small number making high-end product that can compete with foreign players (Li, 2005). Nonetheless, as the economic growth domestic companies has undertaken a transformation, gradually changed the impression with low quality and price, and entered into high-end market so as to become more competitive (Ocn, 2008). Facing with the open markets and trade liberalization in China, the previous mentioned increasingly fierce competition is inevitable. On the purpose of responding to the changing customer demands, market players have devised a variety of marketing strategies so as to create impressive product image in customers mind and drive them to spend more money on their own products. Distribution channel SWOT analysis of the female market Future develop trend Cosmetics players opt for natural and organic standards In karara (PDF) the main reasons for boom in cosmetic industry as increasing fashion and beauty consciousness coupled with rising incomes and focus on health and fitness. A natural and holistic approach attracts these women, especially where there is an interest in complementary health and in overall well being. Summary of key issues related to your literature and industry review The key issues section is where you, having completed the situation analysis consider what are the key issues facing the company and the market. So in a sense it is a summary chapter at the end of the first section of your report. In this chapter you should give an indication of what you think are the most important issues facing the company and the market. Research methods Approach Data gathering method Data Processing In this study, the self-administered semi-structured questionnaires will be used to collect quantitative data and the interviews will be used to provide qualitative insights into the data collected. The data will then be presented by means of graphical representations and illustration and the difference would be highlighted. Secondary research: The following information could be considered using desk research to give a general review and help to assist analysis of primary researches: Cosmetics industry review The purpose of this part is to find out important information concerning the entire cosmetics markets in china. Main issues that need to investigate include: Main characteristics of Cosmetics Industry in china What current market development trend is What Competitive situation is within cosmetics market Development opportunities of the cosmetics market within china This information will be helpful to better understand and form general perceptions of industry situation in china. There are several ways to obtain required information above. Data sources: Internet Databases Go to college library website and use its databases, such as: Marketline Academic Search Premier Business Insights Access Asia Series Business Source Premier To look for industry reports and e-journals those contain information regarding the Chinese cosmetic market. Find out information about the current cosmetics market and even see what demographics suit Shiseido to introduce the product to. Applying databases is a good way to get information due to its huge information storage volume and reliability. Most of them are academic-based, and have a comprehensive understanding on specific field. Websites: Look up necessary websites such as www.shiseidochina.com where might be possible to get some internal data sources. The use of this data is to define the competitive position of the firm, an evaluation of a marketing strategy the firm has used in the past, or gaining a better understanding of the company. Even, their past researches on consumer behaviors. The internal data sources might be sales marketing reports and accounting financial reports of the company. Magazines Newspapers It is also possible to look at some Chinese cosmetics industry magazines so that to acquire valuable industry information and some current cosmetic issues happened in china. Quantitative Qualitative methods In order to ascertain consumers cosmetics buying patterns and product satisfactions, quantitative and qualitative researches are both required to be implemented. It should be noticed that the understandings of consumers would exert significant impacts on companys marketing strategies. Besides, it is valuable for coming up with comments and suggestions to Client Company after analyzing Chinese customer. The main objectives of quantitative and qualitative research falls into several parts as followed: Motive of Purchasing Cosmetic Product Motives are defined as general drives that direct a consumers behavior toward attaining his or her need and the motivational drive directly affects the specific benefit criteria consumers use to evaluate products. Thus, understand buying motivations will provide evidences to Client Company to better position its products. Information Sources There are differences in using information sources among various age groups. Knowing customers through what kinds of channels to get products information could help Shiseido sell products more effectively to target audiences. Evaluative Criteria for Purchasing Cosmetics As for criteria for purchasing cosmetics, the responses will be in order of quality, price and volume of content. It is crucial to see what element is more important to customers when buying cosmetics. This will do company a favor to develop products or marketing strategies. Place of Purchasing Cosmetics In terms of the place of purchase, primary research should focus on finding out the reasons for selecting these places of purchase. Then, company can identify the perfect place to sell its products on the basis of information provided by survey. Satisfactions and dissatisfactions It is well known that satisfactions with a product will perform huge influences on its sales volume. This primary research should identify the level of satisfactions towards Shiseido and try to find out any aspects that consumers wish to see changes. Quantitative research Questionnaires As the measuring tools of this study, questionnaire based on previous studies and results of preliminary research were used. In this case, this study was carried out in the country of China. Therefore, questionnaire in English should be translated into Chinese. To reach a variety of different customers, questionnaires are supposed to carry out at different city within china so that to get as many points of views as possible. Questionnaire is consisted of 3 main sections: Section 1 is simply some questions on demographical characteristics of respondents like gender, age and occupation etc. to profile consumers. Section 2 emphasizes on customers buying behavior on cosmetics. As objectives mentioned above. For instance, purchase motivation information sources, evaluative criteria for purchasing basic skin care items and color make-up products, store type of purchasing cosmetic product and reasons for store selection persons to exert influence upon purchasing and satisfaction/dissatisfaction on cosmetics purchased. Section 3 focuses more on investigating customers perceptions concerning Shiseido products. Such as, customers brand awareness of Shiseido, brand image and brand position in customers mind. Additionally, the results of questionnaires will be analyzed by using SPSS. The analysis conducted in the study with SPSS statistics package includes frequency analysis, cross-tab analysis, analysis of variance and Multiple Range test. Survey In order to keep questionnaire short enough to maintain respondents interests, there must be some questions cannot be asked. Thus in this project, I will also consider conducting several surveys to complete the missing parts. And again, on the purpose of obtaining as much information as possible, there might be several surveys being conducted. Questions will touch upon similar aspects as in questionnaire but more comprehensive. Qualitative research Focus group Focus group allows respondents to discuss with moderator which means it is an interactive process. Thus, it will help to deeper understand customers perceptions and dig up opinions regarding products. Therefore, focus groups will be organized that will incorporate people from as many demographics as possible. In these focus groups I will carry out tests in which place Shiseido products and 2 other competitors to see which product they prefer. I will ask them what they think about Shiseido in any aspects. Also we will ask them what their preferences are in cosmetics. The aims are: Find out what respondents think and feel, and what their opinions are about a Shiseido in a group. Explore participants responses to find out why they feel or perceive products the way they do. By doing focus groups an in-depth view of peoples thoughts about the cosmetics can be known. Potential questions could be: What reason you use cosmetics for? Do you prefer natural cosmetics or other? why How often do you use cosmetics? Wha

Chaucers the House Of Fame: The Cultural Nature Of Fame :: essays research papers

Chaucer's "The House of Fame": The Cultural Nature of Fame QUESTION 7. DISCUSS THE CULTURAL NATURE OF FAME AND ITS TEXTUAL EXPRESSION WITH REFERENCE TO ONE OR MORE OF THE FOLLOWING: ORAL HEROIC POETRY, CHAUCER'S DEPICTION IN THE HOUSE OF FAME AND THE MODERN CONSTRUCTION OF THE CANON OF ENGLISH LITERATURE. YOU SHOULD FOCUS YOUR ANALYSIS ON THE INTERPLAY OF ORAL AND LITERARY TRADITIONS IN THESE CONTEXTS. Many critics have noted the complexities within Chaucer's The House of Fame, in particular, the complexities between the oral and the literary. The differences between these methods are constantly appearing; Chaucer is well aware of rapidly changing communicative practises and contrasts the preservation of utterance with the longevity of literary texts. He achieves this by discussing the nature of "Fame" and the difficulties that arise from it. "Fame" can both destroy and create. It can result in the eternal preservation of great works and their creators. However, Chaucer is quick to note the precarious nature of "fame" noting the unreliable process of attaining it and its potentially momentary existence. Every creator with their respective work/s naturally crave and desire "fame"; they want their subjects to remain fresh in the minds of their audience. Chaucer, while neither totally praising the written nor the oral, reveals how essentially the written word is far more likely to become eternal as opposed to the oral. The relative "fame" of any work is dependent on many factors. Many traditional and classical ideas result in the formation of the English canon, yet as Chaucer indicates, the "fame" of these works can easily become annihilated. The arrival of new readers with different ideals and thereby changing tradition, can reject classical or "canonical" work and their "fame" will melt into nothingness. Most stories, histories and legends that emerge from oral heroic poetry are to herald the achievement of the powerful and wealthy so that their histories will not fade from the memories of the population. The stories of Beowolf are a clear example of this, as within these stories, (whether embellished or no), Beowolf's fame and legend reaches the modern reader hundreds of years later. Clearly, Beowolf is still very much dependant on the conventions of oral traditions and written to leave a permanent reminder of Beowolf, to enforce Beowolf's fame. The use of "Hwaet" to mark the start of an oration, emphasises the continuation of oral tradition. Most oral cultures (usually illiterate), pass on stories and legends learnt from the previous generation, basically using the authority of recalled memory, not as an actual witness; rather 'I have heard it said` than 'I know this to be true`.

America And The Ludendorrf Offensive :: essays research papers

The Entry of the USA and the Failure of the Ludendorff Offensive. The Entry of the USA. Both of these factors were very important in determining the outcome of the war. The American factor was important because when America joined the war, it was a critical period for the allies (April 1917). At the time they joined, Britain only had six weeks supply of corn, the French armies were exhausted after Verdun and French morale was so low that ten divisions had mutinied so the American involvement boosted the allies morale. At the time the Russian army was disintegrating after the February revolution so the German army for the first time, could transfer all their troops on the Eastern front to the Western front, so for the first time in the war having numerical superiority on the Western front, also because of the treaty of Brest-Litovich the Germans had much more guns and equipment that the allies. Also at the time, the Italians contribution was much weakened by the battle of Caporetto in November, so the situation at the time for the allies was quite dire! The US navy, when America entered the war, sent lots of destroyers to Ireland to help with anti-submarine patrols. Also, US Admiral Simms enabled Prime Minister Lloyd George to overcome Admiralty resistance to the convoy system so cutting our ship losses from twenty five percent to one percent, which was vital, if Britain was to stay in the war. Also America closed off the submarine threat from Germany by laying a big mine barrage across the North Sea. Although it was not until June 1918 before the Germans had enough troops in Europe to do any serious damage to the Germans and it was not until September that the Americans were strong enough to launch a major offensive (the Meuse-Argonne battle that engaged 1.2 million Americans for 47 days). The US armies also gave the allies the margin of Victory by giving us many men and guns that we would not have otherwise had. I.e.: In April 1918 the Germans had 300,000 more men that we did on the Western front but by November 1918, the allies had 600,000 more men than the Germans on the Western front. This was in part because that Germans were losing many lives through the Ludendorff offensive but mainly because the Americans poured many men in to Europe. America And The Ludendorrf Offensive :: essays research papers The Entry of the USA and the Failure of the Ludendorff Offensive. The Entry of the USA. Both of these factors were very important in determining the outcome of the war. The American factor was important because when America joined the war, it was a critical period for the allies (April 1917). At the time they joined, Britain only had six weeks supply of corn, the French armies were exhausted after Verdun and French morale was so low that ten divisions had mutinied so the American involvement boosted the allies morale. At the time the Russian army was disintegrating after the February revolution so the German army for the first time, could transfer all their troops on the Eastern front to the Western front, so for the first time in the war having numerical superiority on the Western front, also because of the treaty of Brest-Litovich the Germans had much more guns and equipment that the allies. Also at the time, the Italians contribution was much weakened by the battle of Caporetto in November, so the situation at the time for the allies was quite dire! The US navy, when America entered the war, sent lots of destroyers to Ireland to help with anti-submarine patrols. Also, US Admiral Simms enabled Prime Minister Lloyd George to overcome Admiralty resistance to the convoy system so cutting our ship losses from twenty five percent to one percent, which was vital, if Britain was to stay in the war. Also America closed off the submarine threat from Germany by laying a big mine barrage across the North Sea. Although it was not until June 1918 before the Germans had enough troops in Europe to do any serious damage to the Germans and it was not until September that the Americans were strong enough to launch a major offensive (the Meuse-Argonne battle that engaged 1.2 million Americans for 47 days). The US armies also gave the allies the margin of Victory by giving us many men and guns that we would not have otherwise had. I.e.: In April 1918 the Germans had 300,000 more men that we did on the Western front but by November 1918, the allies had 600,000 more men than the Germans on the Western front. This was in part because that Germans were losing many lives through the Ludendorff offensive but mainly because the Americans poured many men in to Europe.