...LD CCloud computing refers to the provision of computational resources on demand via a network. Cloud computing can be compared to the supply of electricity and gas, or the provision of telephone, television and postal services. All of these services are presented to the users in a simple way that is easy to understand without the users needing to know how the services are provided. This simplified view is called an abstraction. Similarly, cloud computing offers computer application developers and users an abstract view of services that simplifies and ignores much of the details and inner workings. A provider's offering of abstracted Internet services is often called The Cloud. The key characteristic of cloud computing is that the computing is "in the cloud" i.e. the processing (and the related data) is not in a specified, known or static place(s). This is in contrast to a model in which the processing takes place in one or more specific servers that are known. All the other concepts mentioned are supplementary or complementary to this concept. Example: Microsoft Windows Azure The Windows Azure platform is a flexible cloud–computing platform that lets you focus on solving business problems and addressing customer needs. No need to invest upfront on expensive infrastructure. Pay only for what you use, scale up when you need capacity and pull it back when you don’t. We handle all the patches and maintenance — all in a secure environment with over 99.9% uptime. ...
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...to find that this app provides a high quality 3D model (the mortise-and-tenon joint in books are two dimensional drawings) to view the 27 classical mortise-and-tenon joint structures broken down into their composite parts. The first thought that occurred to me was that creativity comes from our “big questions” which lead us toward our purpose. The big question of the designer of the app started with the influence of his father who used to make the furniture by himself. He started to ask himself, “How can I use computer technology to gain a clear perspective of the classical mortise-and-tenon joint structures?” After 6 months of preparation and hard work, his team accomplished the dream. Actually, the app is a good example of the long tail effect. According to statistics, the number of downloads of the app exceeded 160,000 after 20 days of its release. The mortise-and-tenon technique is able to attract wide interest using social networking service though it’s only a hard-to-find item in a niche market, as in the case of many traditional crafts. However, the biggest problem is that “wood...
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...AEM 4160: Strategic Pricing Professor: Jura Liaukonyte Exam 2 – March 14, 8:40 AM Suggestion: do not delay studying till the last minute. Do not hesitate to contact me to ask questions or to schedule an appointment. I will also answer your questions via email. Exam is cumulative but there is more weight put on the material presented after EXAM 1. There will be approximately 30% of questions (or total points) from Lectures 2 through 8 (excluding the cases and articles) There will be approximately 70% of questions from Lectures 9 through 13 (including cases) Remember that some of the material discussed in Lectures 9-13 actually relies on your complete understanding of prior lectures. Reading Lecture Notes: Lectures 2 through 8 Lecture Notes: Lectures 9 through 13 HBS cases: o Advance Selling for Services o Pricing Information: How to Customize Both the Product and Its Price o Merck: Pricing Gardasil o The UCLA Medical Center: Kidney Transplantation Some highlighted topics Beyond the problems solved and discussed during the lectures and in HW3 and HW4 the following list should serve as a reminder of what we covered in lectures 9 through 13. Please refer to EXAM 1 handout for topics covered in lectures 2 through 8. • Services Pricing • Advanced booking • Pricing with capacity constraints • Uncertainty in demand • How to calculate optimal booking limit • Overage, underage costs • Optimal protection level and critical ratio •...
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...Demonstrate the mechanics of search engine marketing and identify SEO improvements for your selected business. Internet Search Engines Internet search engines are special sites on the Web that are designed to help people find information stored on other sites. There are differences in the ways various search engines work, but they all perform three basic tasks: • They search the Internet -- or select pieces of the Internet -- based on important words. • They keep an index of the words they find, and where they find them. • They allow users to look for words or combinations of words found in that index. A prime example of an internet search engine is Google. It is the most popular search engine in the world due to it fast response times and relative results you get after searching keywords or names of websites using the search engine. The landing page is simple and easily navigated. Nine out ten searches made in the UK are through Google’s search engine. http://computer.howstuffworks.com/internet/basics/search-engine.htm Search Engine Marketing SEM is the process of gaining traffic by purchasing ads on search engines. It is also called paid search and sometimes referred to as CPC (cost-per-click) or PPC (pay-per-click) marketing, because most search ads are sold on a CPC / PPC basis. http://searchengineland.com/guide/what-is-paid-search All search engines that have been created offer up advertising space on their pages. The space is normally allocated to the...
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...digital and mobile. The emergence of e-commerce and now e-tail has transformed the world of business and begun to make the world of buying products more convenient for customers. It is imperative that businesses begin to utilize the internet with this evolution and the benefits that come with it such as social media marketing, lower costs for the business, and other convenient benefits for the customer and owner alike. There have already been companies that have been able to succeed using the internet such as Karmaloop and Netflix. Although it is being shown that many companies are flourishing using the internet there are still some businesses that are not yet on board with this movement, which they need to soon reconsider. This paper will be used to persuade these business owners to begin to use the internet in order to help their businesses continue throughout the continuous evolution of our society. In today’s society everything has become digital. People all around the world are using cellphones, laptops, tablets, and all kinds of other new innovative technology. One of the main things that people do with these devices is shop for other products that they may want or need. This is called e-commerce. With e-commerce becoming so popular many small businesses such as clothing stores and boutiques are beginning to be left in the dark. As the world continues to evolve in this digital era and as “e-tail” and e-commerce are continuing to increase, all small business...
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...The Long Tail El articulo nos introduce al contexto del e-commerce y en especifico nos explica principalmente el termino de long tail que desde mi punto de vista es la personalización del cliente dándole un abanico de posibilidades no solo mas amplio si no especializado a lo que el cliente demanda, teniendo así no solo la satisfacción del cliente si no una probabilidad de vender impresionante, el ejemplo mas claro fue el de un alpinista británico llamado Joe Simpson escribió un libro llamado Touching the Void , un relato desgarrador sobre la muerte; cerca en los Andes peruanos, el cual obtuvo buenas críticas, pero sólo un éxito momentáneo, fue olvidado pronto. Entonces, una década más tarde, ocurrió algo extraño. Jon Krakauer escribió Into Thin Air , otro libro sobre la tragedia alpinismo, que se convirtió en un éxito editorial. De repente, Touching the Void comenzó a vender de nuevo. Random House saco una nueva edición, para mantenerse al día con la demanda. Y comenzó a promover junto a su Into Thin Air pantallas, las ventas aumentaron y todo gracias a que Amazon lo puso en recomendaciones uno del otro creando un efecto expansivo, también con esto nos pudimos dar cuenta que los gustos tanto de música como de entretenimiento en general se pueden agrandar no solo al manejo de quienes deciden que series o que música esta mejor si no que el mercado alcanza niveles donde antes no llegaba. Éste es el long tail se trata de encontrar todo lo que hay en el catálogo, los más viejos...
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...methodologies and tools that can help managers pursue value innovation systematically and make blue oceans attainable for all aspiring organizations and individuals. Take, for instance, the wine industry. Related: The Cloud-Based Startup Making Waves in Wine Country Historically, the industry has proudly promoted wine as a refined beverage with a long history and tradition. This has alienated a large portion of consumers who have viewed wine as intimidating and pretentious. Alternatives -- beer, spirits and ready-to-drink cocktails -- have captured three times as many U.S. consumer-alcohol sales. The Australian winery Casella Wines addressed these problems with a new strategy that transformed the market, but not by competing on traditional factors. Instead, Casella looked to beer and ready-to-drink cocktails and created Yellow Tail, a fun and easy-to-drink nontraditional wine brand. Yellow Tail was designed to embody the characteristics of Australia's culture: bold, laid back, fun and adventurous. Yellow Tail aimed to represent a leap in value that appealed to a broad cross-section of alcohol beverage consumers. Casella Wines’ success with Yellow Tail was not by luck. Finding that many Americans, too, saw wine as a turnoff, the winery created a new value curve by applying what we call the four actions framework: 1. Eliminate: Which of the factors that the industry takes for granted should be eliminated? 2. Reduce: Which factors should be reduced well below the industry’s standard...
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...S p r i n g 2 0 0 5 | V o l . 4 7 , N o . 3 | R E P R I N T S E R I E S Canifgernia ala oment M Review Blue Ocean Strategy: From Theory to Practice W. Chan Kim Renée Mauborgne © 2005 by The Regents of the University of California Blue Ocean Strategy: FROM THEORY TO PRACTICE W. Chan Kim Renée Mauborgne or twenty-five years, competition has been at the heart of corporate strategy. Today, one can hardly speak of strategy without involving the language of competition: competitive strategy, competitive benchmarking, building competitive advantages, and beating the competition. Such focus on the competition traces back to corporate strategy’s roots in military strategy. The very language of corporate strategy is deeply imbued with military references—chief executive “officers” in “headquarters,” “troops” on the “front lines,” and fighting over a defined battlefield.1 Industrial organization (IO) economics gave formal expression to the prominent importance of competition to firms’ success. IO economics suggests a causal flow from market structure to conduct and performance.2 Here, market structure, given by supply and demand conditions, shapes sellers’ and buyers’ conduct, which, in turn, determines end performance.3 The academics call this the structuralist view, or environmental determinism. Taking market structure as given, much as military strategy takes land as given, such a view drives companies to try to carve out a defensible position against...
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...Business 121 Slide Ⅰ 1. What is a business model? * * A business model describes the rationale of how an organization creates, delivers, and captures value.(How a company intends to make money / the logic by which it sustains itself financially. Or how your idea actually becomes a business.) * * 2.Business model canvas? * * * * * * * * * * * * * * * * * * * * * * * * * * 3.What is a multi-sided platform business model? Give an example, list the customer groups and explain how they interact with each other. * * Multi-sided Platform is one of the business model patterns. Multi-sided Platform brings together two or more distinct but interdependent groups of customers. Such platforms are of value to one group of customers only if the other groups if customers are also present. The platform creates value by facilitating interactions between the different groups. A multi-sided platform grows in value to the extent that it attracts more users, a phenomenon known as the Network Effect. * Network effects and Positive feedback loops are economic terms that describe the snowballing benefits to front-runners in some markets. * * Example and analysis: * LinkedIn is the world’s largest professional network. As of 31st March 2012, LinkedIn had 161 million members in over 200 countries. LinkedIn helps the professionals...
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...within the industry or any external factors will contribute a significant impact to each and every companies within the country, region or internationally. Companies will need to need understand and analyze on how to be proactive and reactive to such situations and best plan on how to respond and remain competitive or even better than what others are doing. However, many companies now constantly benchmarked themselves with competitors and outsourcing to strengthen their productivity, quality and speed as it is now a key fundamental to gain efficiencies to stay ahead of the competition. Never do the organizations and companies aware that the path way is leading to a mutually destructive competition. In today competitive world, different marketing strategy has been used by organizations and companies over the past thirty years. Throughout this discussion, we will also look into the different types of strategies adopted by different companies & organizations as well as looking into how a sustainable strategic position with the right fit organization will stand out among the others. Value creation All organizations seek to create some form of value. It can be in terms of a physical form, services etc. Creation of values will lead to a set of assumptions that organization tend to form and identified through market research to...
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...Getting Volunteers for HPAC at KSU Marketing Research Dr. Tuo Wang Lindsay Wolfe, Katelyn Dye, and Maxwell O’Neal 8 December 2015 Project Introduction Our marketing research project is for the AmeriCorps, Katelyn is currently serving as a member. The AmeriCorps is starting a new student organization on the Kent State campus this year. This student organization is called a HPAC. A HPAC is a Health Professionals Affinity Community. The Health Professions Affinity Community (HPAC) is a newly designed pipeline program to engage students and advance their academic and career progress toward health professions. The program relies on existing community assets and bundling them in a manner that further supports student success. Students from varied circumstances can benefit from opportunities to apply academic learning in real-world circumstances and from learning how to employ existing and at times hidden personal and community resources to improve their community. The goals, strategies, and methods reflected in the HPAC program are consistent with finding ways to better meet the vast needs of the region, of finding and supporting qualified “Ohio” grown students from diverse backgrounds desiring to enter health professions. The key principle of the program is that students increase their academic scholarship, understand the value of research, further engage in the community, and become well prepared young adults who are able to achieve a level of preparation compatible with...
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...Internet marketing Internet marketing, which is also known as online marketing, is a means of driving direct sales through e-commerce by use of Web and e-mail. It is used jointly with traditional ways of advertising like radio, television, newspapers, and even magazines. This method of advertisement has brought media to a global audience. The interactive nature of internet marketing in terms of providing instant responses and eliciting responses are the unique qualities of the medium. Some objectives of internet marketing would for instance be to communicate company’s products/services or to conduct research on existing and potential customers. Although Internet marketing offers businesses and consumers numerous advantages in terms of convenience, cost, and effectiveness, disadvantages exist as well. The primary disadvantage of marketing through the internet is the fact that consumers cannot fully “test” the products over the internet before choosing to purchase them as they may with products marketing through conventional channels such as in store displays and direct mailers. Marketing business on the internet is very easy and although internet-marketing techniques change, there are those, which work regardless of whether you market your own goods and services or affiliate programs. The ultimate goal should be to market continuously using the method that works better. At first, marketing task might take a lot of time but this is required to set up campaigns regardless...
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...___________________________________________________________________ Part (I): Answer 2 of the Following Questions: - (15 Points) 1- Which of the following forecasting methods are appropriate for predicting business cycles? a- Trend projections.. b- Leading economic indicators. c- Lagging economic indicators. Explain. 2- Cite and discuss possible reasons a firm may actually find it self operating in the stage (II) diminishing returns of the short-run production function. 3- Write Short Notes On the Following: a. Law of diminishing return vs. law of return to scale. b. Elasticity of demand. c. Quantitative forecasting techniques vs. qualitative forecasting techniques. d. Short-run production function vs. long-run production function. e. Cobb-Douglas Production Function. 4- Define the law of diminishing returns. Why is this law considered a short-run phenomenon? 5- Discuss the benefits and drawbacks of the following methods of forecasting: a- Jury of executive opinion b- The Delphi method c- Opinion polls Each of these methods has its uses. What are they? 6- A staff at the water cooler:” My regression model of demand is better than the one the consultant prepared for us because it has a higher R2. Besides, my equation has three more independent variables and so is more complete than the consultant’s” comment on this statement .Would you agree with the speaker? Explain. 7- Define the economies of...
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...Strategic Marketing Lecture part 1 Recources: assets and capapilities (customer-based assets, supply chain assets, internal marketing support assets, alliance-based marketing assets) (Advertising, promotion and selling; pricing and tendering; product and service management; distribution and logistics) Adaptive Marketing Capabilities: Focus Outside-In, Anticipate and respond Dynamic Marketing Capabilities: Focus Inside-Out, Create new assets External Factors: Macro-environment: PESTEL (Political,Economic,Social, Technological, Environmental,Legal) ! Focus on key driving factors of change ! Scenario-Analysis: uncertainty, plausible view of future, danger: not looking at extreme scenarios (useful when number of key factors limited and high level of uncertainty) Industry: group of firms that produce same principal product Sector: concept for public services Strategic groups: Scope of activities (e.g. distribution) Resource commitment (e.g. brands) knowing strategic groups: + understand competition + analyse opportunities + analyse mobility barriers → take into account action and reaction of your competitors Market segments: groups of customers with similar needs → what is important to reach segment? → Importance of relative strenghts SWOT and TOWS: strengths, weaknesses, opportunities and threats - with a TOWS analysis, threats and opportunities are examined first and weaknesses and strengths are examined last. After creating a list of threats, opportunistic...
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...The Dynamics of Viral Marketing ∗ Jure Leskovec Machine Learning Department, Carnegie Mellon University, Pittsburgh, PA Lada A. Adamic School of Information, University of Michigan, Ann Arbor, MI Bernardo A. Huberman HP Labs, Palo Alto, CA 94304 April 20, 2007 Abstract We present an analysis of a person-to-person recommendation network, consisting of 4 million people who made 16 million recommendations on half a million products. We observe the propagation of recommendations and the cascade sizes, which we explain by a simple stochastic model. We analyze how user behavior varies within user communities defined by a recommendation network. Product purchases follow a ’long tail’ where a significant share of purchases belongs to rarely sold items. We establish how the recommendation network grows over time and how effective it is from the viewpoint of the sender and receiver of the recommendations. While on average recommendations are not very effective at inducing purchases and do not spread very far, we present a model that successfully identifies communities, product and pricing categories for which viral marketing seems to be very effective. 1 Introduction With consumers showing increasing resistance to traditional forms of advertising such as TV or newspaper ads, marketers have turned to alternate strategies, including viral marketing. Viral marketing exploits existing social networks by encouraging customers to share product information with their friends...
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