Brand Management of Video Game Industry Essay Example | Topics and Well Written Essays - 4000 words

Brand Management of Video Game Industry - Essay Example For this assignment, various marketing reviews were researched upon. Scholarly articles and textbooks were researched for concepts of Brand Positioning, Product Design, Building Brand Equity and Nintendo’s strategies of Wii were analyzed in the light of the latter. In order to analyze the branding strategies of Wii, I used the concept and applications of Disruptive Strategy to see where Nintendo has positioned its Wii. This concept is also known as the â€Å"Blue Ocean† strategy where the brand is positioned in the virgin space or spot in the market which hasn’t been targeted by the competition yet. On the basis of that, Nintendo targeted the market of former gamers or non-gamers who were not habitual gamers but did play games produced in Flash or other computer games like Solitaire. Besides the brand positioning of Nintendo’s Wii, I also studied the product design of Wii in the light of the competitors’ products, Play station 3 and Xbox. This also helps Nintendo’s Wii to become more of a family brand where an adult or a non-gamer can give a fair competition to a hardcore player in the family belonging to the ideal gamer demographic profile of aged 18 – 35 years. As far as the pricing is concerned, Wii was targeted for the down-market in the game console industry. This meant that Nintendo had to push the prices down in order to attract more consumers. Its advertising and promotional strategies helped Wii to become the most selling brand during Christmas time and especially amongst families who preferred to own only one of all the consoles in the market which lead them to purchase Nintendo’s Wii. In the short-run, Nintendo did capture the market with its unique design, price and going down-market strategy but in the medium-run Nintendo was planning to go in direct competition with the other up-market brands namely Sony’s Play Station and Microsoft’s Xbox. What these major players failed to rea lize was that Nintendo was positioned just as a casual gaming brand whereas Nintendo did not only wish to stay with the family positioning as it believed that there was no casual gamer and that only non-gamer-or-former gamer existed which made Nintendo see a huge potential beyond the down-market’s easy gamers market. With a long-term plan in consideration, when Nintendo established its brand of Wii in the down-market, it then moved into the up markets which were being catered and ruled by Sony’s Play Station and Microsoft’s Xbox.

Channel Conflict Analysis of Schwinn Essay Example for Free

Channel Conflict Analysis of Schwinn Essay With Schwinn’s recent expansion into many large-scale retail stores (i. e. Wal-Mart, Toys-R-Us, Target, etc. ), they began to shift into a dual channel marketing strategy. Often times, if not handled properly, this type of approach can result in significant problems for some or all of the distribution channel partners. Fortunately for Schwinn however, they were able to make many critical decisions which ensured that each of the partners’ distinct interests was narrowly aligned with their own. This proactive plan not only motivated many of their smaller independent bicycle dealers to continue carrying their products but it also allowed Schwinn to effectively reach a much larger segment of their target market. By closely analyzing this case, we can learn many valuable lessons regarding the overall importance of strong channel management. Product differentiation was one of the primary ways that Schwinn managed to avoid channel conflict. Schwinn segmented the market and delivered to the different segments of the market through different channels. The product line delivered through the mass market channel consisted of completely different bicycles than those found at the independent bicycle dealers. This segmentation reduced the likelihood of conflict between the two channels, since the two product lines were targeted at segments with little to no crossover. Additionally, Schwinn introduced products like the Sting Ray which had nostalgic appeal and stretched beyond the traditional customer base of the independent bicycle dealers. These types of bicycles provided them with a unique product and furthermore a healthy margin to bolster profits. By maintaining distinct product lines for their two channels, Schwinn was able to minimize multi-channel conflict. The key to motivating channel members is to provide value and benefits to each partner in order to align interests and thus achieve the ultimate goal: satisfy the customer’s needs. Schwinn used both push and pull strategies effectively. By offering a relatively higher margin level than other high-end manufacturers catering to independent bicycle dealers, they were able to restore the confidence and interest of their long term retailers in spite of going for a dual channel strategy. Moreover, as mentioned in the article, unlike most companies in the industry, there was no complicated loyalty formula required to get the best prices from Schwinn. In addition, Schwinn did not require specific pre-order sales in order to carry their products. Instead, suppliers were granted flexible purchasing options so they did not have to unnecessarily stock inventories during their off-seasons (i. e. winter months in cold climates). This push strategy not only reduced the administrative cost of the retailers, but also improved the inventory turnover and ultimately the retailers’ bottom line. Conversely, Schwinn was also able to simultaneously create a pull strategy after they utilized the extensive media exposure of products, such as the Sting Ray, to increase the brand recognition among customers thus drawing them to the independent bicycle dealers. In addition to this, the specialty storeowners found significant profits lying in the repairing of these bikes and selling of parts/accessories. This proved to be a great factor for specialty bike owners to remain in business while selling Schwinn. They had a clear edge over other big retailers like Wal-Mart who did not provide any after sales service to its customers. Because they were making money by servicing the bikes sold at the mass market stores, the independent bicycle dealers were more tolerant of losing some sales on the edge of their segment to Wal-Mart, Target, Toys-R-Us, etc. Schwinn has done a good job of heading off any channel conflict by keeping the incentives aligned for its two main distribution channels. By expanding its product line into major retailers, the company has been able to target a new segment of casual bike riders. With Schwinn’s new line of entry-level bikes, big-box stores can satisfy the needs of casual bike riders by offering a large selection of affordable bikes at convenient locations. Meanwhile, Schwinn still provides a number of incentives to local bike shops, which form the company’s other main distribution channel. These shops still profit from service and repair, which large retailers do not offer. Additionally, some of Schwinn’s higher-end models are exclusively available in bike shops. Finally, Schwinn is flexible with its inventory requirements and offers good margins. By offering different incentives to each of its distribution channels, Schwinn has been able to target more customers while also keeping its retailers happy.

Sleep Disorders and their Effects

Sleep Disorders and their Effects Sleep disorders are medical disorders where the sleep patterns of a person is disrupted. A French scientist, Henri Pieron wrote a book entitled Le problem physiologique du sommeil which first examined sleep from a physiological perspective. Then, Dr. Nathaniel Kleitman also known as Father of American sleep research questioned the regulation of sleep and wake and of circadian rhythms. His work delved into studies of sleep deprivation. Soon after, Kleitman and his student, Dr. Eugene Aserinsky discovered rapid eye movement (REM) during sleep. Dr. Kleitmans research was further extended by another one of his students, Dr. Willaim C. Dement who discovered the connection between REM sleep and dreaming. Sleep disorders effect a persons sleep cycle which can be life disrupting where it disturbs a persons social and psychological state. These disorders vary from more common disorders such as snoring to life threatening disorders such as narcolepsy. There are three broad classifications of sleep disorders; dyssomnias, parasomnias and medical-psychiatric sleep disorders. Dyssomnias are disorders which involve excessive sleepiness and are associated with disturbed sleep. Disorders such as primary insomnia, narcolepsy, obstructive sleep apnea and restless leg syndrome are disorders categorized under dyssomnias. Parasomnias are disorders which involve undesirable physical phenomena which occur during sleep and generally are disorders or arousal, partial arousal, and sleep stage transitions. Disorders such as sleepwalking, night terrors and rhythmic movement disorders are examples of parasomnias. Medical-psychiatric sleep disorders are relations between psychiatric and sleep disorders. Peop le who suffer from depression tend to wake up early and are unable to fall back asleep. This makes their depression worse as the amount of sleep effects ones illness. Likewise, treatment and medication used in psychiatric disorders can cause sleep disorders such as insomnia. There are many types of sleep disorders which vary between the three broad classifications of sleep disorders. Here are a few brief descriptions on some more commonly known sleep disorders. Insomnia is the condition where one finds it difficult to fall asleep whether it may be in the beginning of the night, after waking up in the middle of the night or waking up much earlier in the morning. This will cause lack of sleep which will bring about complaints of non-restorative sleep, sleepiness during the day or fatigue. Sleep apnea is where one has difficulty breathing and sometimes stops breathing over a period of time while sleeping. This condition can range from 10 pauses per hour to 30 pauses per hour. Loud snoring, daytime sleepiness and tiredness are common effects of sleep apnea and most people complain of hypersomnulence and loud snoring to the extent where it can be heard from outside of the house. Narcolepsy is another disorder of excessive sleepiness and hypersomnulence which is associated with cataplexy and other REM phenomena. A person suffering from narcolepsy may just fall asleep instantly without their own awareness. Such a disorder can be very life threatening as falling asleep in certain conditions like behind the wheel can prove to be fatal. Night terrors are severe and frightening partial arousal from sleep. Most people scream and cry while showing fear and anxiety. When experiencing sleep disorders, it is vital to seek medical treatment to cure this condition. Most doctors recommend sleep clinics for diagnosis of the sleep problem. The doctor will study ones history, lifestyle and habits before diagnosing ones condition. Generally, sleep disorders can be treated by self-care regimes such as the Good sleep hygiene regime. This habit advices that one should stick to a regular bedtime schedule, avoid napping during the day, avoid substances which contain caffeine, alcohol and nicotine and also sleeping in a surrounding where it is dark, comfortable and relaxing. Dead man walking Somnambulism Ever heard of horror stories where someone wakes up in the middle of the night, walks up to someone else or something else and acts out or mumbles? More often than not, these cases are mistaken for some supernatural happening. The more skeptical group of people believes that this was caused because that someone was possessed. The punch line for this whole situation is that there is a perfectly reasonable scientific explanation where this whole phenomenon is actually a sleep disorder; Somnambulism. Somnambulism is defined as a series of complex behaviors which arise during slow wave sleep (REM) and result in walking during sleep. This condition is also referred to as sleepwalking. Somnambulism or a more common term, sleepwalking, occurs mostly in children but there are cases which can last to adulthood. When the brain has trouble with the transition from non-REM to REM sleep, sleepwalking occurs. The hypothalamus in the brain controls the sleep-wake cycle of the body. When one sleeps, the hypothalamus blocks a part of the brain so that it does not perform any action and blocks off certain nerves that brings impulses to the brain while sleeping. During REM, our body has a mechanism which keeps us still so we do not act out our dreams. When this feature is missing, people experience REM sleep behavior disorders which include sleepwalking. There are many elements which can lead to sleepwalking. Most of these factors are categorized into three main factors; genetics, medical conditions and environmental factors. Genetics plays a vital role in ones sleepwalking condition. When a person is diagnosed with sleepwalking, it is a possibility that they have inherited that specific gene. If there is a family member with that abnormality, it is ten times the chances of that person inheriting the sleepwalking disorder. Identical twins also have a higher chance in becoming sleepwalkers. There are also many medical conditions which lead to sleep walking. Conditions such as fevers which directly impact the nervous system, nighttime asthma, obstructive sleep apnea, night time seizures and psychiatric disorders have a great impact towards sleepwalking. Adults with psychiatric disorders often consume drugs like anti-seizure medicines and stimulants which cause sleepwalking. A persons environmental surroundings can also induce sleepwalk ing. When someone experiences hormonal changes induced by pregnancy, menstruation or puberty it can lead to sleepwalking. Also, sleep deprivation, alcohol intoxication and unusual sleep schedules bring about the said disorder. So, what actually happens when one sleepwalks? In some cases, the sleepwalker sits up from their laid position. Some cases have the sleepwalkers run from their beds. The sleepwalkers actions vary depending on the type of dream. If someone is dreaming about being chased by a hungry wild animal, that someone is more likely to run as fast as they can. One can only imagine the outcome when a sleepwalker is dreaming about using the bathroom. While sleepwalking, the sleepwalkers eyes can be open or closed and appear glassy. Even though their eyes are open, their vision is not permitted as they are still in a state of sleep. Most people stereotype sleepwalkers to have their hands propelled out as if they were zombies and their eyes rolled back. In actual fact, these sleepwalkers perform daily life tasks. Some may cook meals and some have ended up behind the car wheel. Lucky for them, they couldnt find the car keys. It is not advised to awaken a sleepwalker as it is possible for them to go i nto a state of shock. After all, they are not controlling their actions at this moment in time. As soon as the sleepwalker wakes up from their dream, they experience amnesia where they cannot recall what they did previously when sleepwalking. The danger of sleepwalking can not only affect the sleepwalker but also the people around them. There have been over 20 cases where people have performed murders while sleepwalking. Also, many sexual assault and rape cases have been related to sleep walking. It is hard to justify these cases as most of it is performed when the person is not conscious of their actions. Sleepwalking is a serious sleep disorder and has to be resolved as soon as its diagnosed. Of course the best solution is prevention. In order to prevent sleepwalking, one should get adequate sleep. Never allow yourself to experience sleep debt. One should also cultivate a stress-less lifestyle. Meditation and relaxation exercises help provide a tranquil and serene sense of thought. However, if one has already succumbed to the sleepwalking disorder, there are many solutions to resolve this problem. Medication is a common treatment for sleepwalking. Medications are necessary if sleepwalker is at risk of injury, causes disruption to the family household, and other treatment option are not effective. Other treatment options are non-drug based and are preferred treatment for a long term. Anticipatory awakenings are when the patient is woken up approximately 15-20 minutes before the anticipated attack and is kept awake through the time of the attack. Relaxation and mental imagery are more natural techniques and can be very effective if it is carried out by an experienced behavioral therapist or hypnotist. Hypnosis also helps reduce sleepwalking. In order to protect the sleepwalker from the risk of injury, a safe environment should be preserved where it is free from harmful objects. Also, the doors and windows should be locked and an alarm bell should be installed at the door of the sleepwalkers bedroom. This is to alarm the family when the sleepwalker is on the move. Conclusion Sleep disorders are a medical condition where the sleep pattern is disrupted. Most disorders occur when there is a dysfunction with the REM sleep. Sleep disorders are categorized into three broad classifications which are dyssomnias, parasomnias and medical-psychiatric sleep disorders. Dyssomnias disorders involve excessive sleep, parasomnias involve undesirable physical phenomena and medical-psychiatric sleep is correlated where the psychiatric conditions of a person effects the sleep conditions and vice versa. Most sleep disorders can affect ones daily life whether it may be the person experiencing the sleep disorder or the person around them. Sleep disorders vary from mild conditions such as bruxism to dangerous, life-threatening conditions such as sleep apnea. It is vital for people who suffer from sleep disorders to seek medical help in order to contain this condition from getting worse whether it may be from medication or just adapting a healthy lifestyle. Somnambulism (sleepwa lking) is when a person gets up and walks about during the deep sleep stages. A person experiencing sleepwalking is acting out a dream or a vision in their heads. The sleepwalker does not realize they are sleepwalking and after each episode they experience a mild case of amnesia. The sleepwalking syndrome is usually caused by three main factors which are genetics, medical conditions and environmental surroundings. A sleepwalker experiences episodes where they wake up in the most unlikely places and in some cases end up in embarrassing situations. When sleepwalking, one does not realize their actions and are in no control of it. Some sleepwalking cases can be very dangerous as they attempt things which are fatal when the conscious mind is not at play. In order to end accidents by sleepwalking, this disorder needs to be treated. Methods such as medication, anticipation awakenings, relaxation and mental imagery are effective when treating sleepwalking.

Building And Keeping A Continental Empire :: essays research papers

There are five key ingredients in building a continental empire. A strong continental empire must be able to up-hold these five key things to survive. These five all important things are a strong central government; foreign policy, to deal with other countries; manifest destiny, to deal with matters of land; infrastructure, which deals with state business, transportation, and financial matters; and the ability to solve internal problems such as social, economic, and political problems. America is a continental empire and runs itself using these five things. The most important of these is probably the strong central government. A strong central government insures that the government will be able to run smoothly in a time of crisis and have the capability to make sound decisions that will benefit the American populace. Foreign policy was developed so that America would know where it stood when it came to dealing with other countries. It was important that America dealt with international problems in a uniform manner. Manifest destiny deals with the issue of how America and Americans will acquire land. Infrastructure is America working together. America depends on many things to keep it running, when these things cross paths we develop an infrastructure. America must solve internal problems all of the time. What these problems are and how we solve them is what shapes America. America slowly began to build a continental empire.   Ã‚  Ã‚  Ã‚  Ã‚  In order to achieve the five things needed to create a continental empire America had to start slow. They first had to gain the trust of their people and settle the differences between them. This trust was partly gained by heroes of the Revolutionary War becoming politicians. An example of this was George Washington. He led troops into battle during the war and then became president. American people found it very difficult to start a rebellion or disagree with someone that had led them to victory against Britain. With George at the helm of America we were well on our way to developing a continental empire. This trust in America was secured by actions. Our government kept making the people happy by writing a bill of rights and a constitution that gave Americans the freedom that they had wanted when they went to war with Britain. The people wanted rights that they felt were fair and necessary to their existence. The government outlined these rights in the Bill of Rights. The people agreed with them. The constitution outlined rules to form a more perfect Union. Americans excepted the contents of the Constitution and began to build their lives around it.

Domestic Politics and International Relations Essay

I. International relations as venerable subject. A. People were studying international relations before there were nations. B. Kautilya, Sun Tzu, Thucydides, and Herodotus were the first philosophers and scientists to write about international relations more than 2,500 years ago. C. The key fundamental law of international relations states that politics is rooted in domestic affairs. D. The moral law causes people to remain subjected to their ruler and moral law restrains the use of force. II. Methods to investigate the history of international relations are combining logic and evidence, mathematical method and statistical analysis. A. The method of combining logic and evidence or case studies. 1. Knowledge of international relations will be improved. 2. The path to insight is to analyze individual events or, in other words, to develop a case study. 3. Case studies are effective in evaluating the verisimilitude between the theory and practice (action). B. Statistical analysis suggests aims at investigating general patterns among the cases and examines large numbers of events. 1. Predicted patterns should include the probability distribution across the outcomes, not across deterministic results. 2. The method uncovers ideas and key points about the general orderliness of the origin of international relations. 3. In contrast to case study approach, statistical method probes the generality of the hypothesis under investigation, as well as its extreme validity. C. Mathematical analysis ensures internal consistency in arguments about complex relations about variables. 1. Mathematics is claimed to be the best tool for pursuing logical analysis of the complex problems as the alternative contains greater ambiguity and imprecision in meaning. 2. Still many scientists denounce the importance of mathematical method in learning international relations as they argue that ‘the interesting problems of politics are too complex to be reduced to mathematical equations’, but mathematics is exact when dealing with complex problems. 3. Mathematical approach is necessary for linking case study and archival techniques. III. Fundamental insight in the nature of international affairs through effectiveness and combination of key methods. A. Case studies should be facilitated because of their nature unique and not indicative of general laws. B. Productive collaboration with colleagues should be encouraged by combing mathematical, statistical and formal methods. C. The benefits of case studies are well-known, whereas the benefits of logical and mathematical methods are still under debate. D. Nowadays, all three methodologies are used for evaluation how international relations are shaped to domestic politics.

Importance of Jade in Chinese Culture

Importance of Jade in Chinese Culture Jade is a metamorphic rock that is naturally colored green, red, yellow, or white. When it polished and treated, the vibrant colors of jade can be extraordinary. The most popular kind of jade in Chinese culture is green jade, which has an emerald hue.   Called 玉 (yà ¹) in Chinese, jade is important to Chinese culture because of its beauty, practical use, and social value. Here is an introduction to jade and why it is so important to Chinese people. Now when you browse through an antique shop, jewelry store, or museum, you can impress your friends with your knowledge of this important stone. Types of Jade Jade is classified into soft jade (nephrite) and hard jade (jadeite). Since China only had soft jade until jadeite was imported from Burma during the Qing dynasty (1271–1368 CE), the term jade traditionally refers to nephrite, and so soft jade is also called traditional jade. In preColumbian America, only hard jade was available; all Native American jades are jadeite. Burmese jadeite is called feicui in Chinese. Feicui is now more popular and valuable than soft jade in China today. History of Jade Jade has been a part of Chinese civilization from the earliest days. Chinese jade was used as a material for practical and ornamental purposes at an early period in history, and it continues to be very popular today. The earliest Chinese jade is from the early Neolithic period Hemudu culture in Zhejian Province (about 7000–5000 BCE). Jade was an important part of ritual contexts in the middle to late Neolithic periods, such as the Hongshan culture that existed along the Lao River and the Liangzhu culture in the Tai Lake region (both date between 4000–2500 BCE). Carved jade has also been found in sites dated to the Longshan culture (3500–2000 BCE) by the Yellow River; and the Bronze age cultures of Western and Easter Zhou dynasties (11th–3rd centuries BCE). In  Ã¨ ª ªÃ¦â€"‡è § £Ã¥ ­â€" (shuo  wen  jie  zi), the first Chinese dictionary published in the early second century CE, jade was described as beautiful stones by the writer Xu Zhen. Jade has been a familiar substance in Chinese culture for a very long time. Uses of Chinese Jade Archaeological artifacts of jade include sacrificial  vessels, tools, ornaments,  utensils, and many other items. Ancient music instruments were made out of Chinese jade, such as the yuxiao  (a flute made of jade and played vertically), and chimes. The beautiful color of jade made it a mysterious stone to the Chinese in ancient times, so jade wares were popular as sacrificial vessels and were often buried with the dead. One example of the ritual importance of jade is the burial of the body of Liu Sheng, a prince of the Zhongshan State (Western Han Dynasty) who died around 113 BCE. He was buried in a  jade suit  composed of 2,498 pieces of jade stitched together with gold thread. Importance of Jade in Chinese Culture Chinese people love jade not only because of its aesthetic beauty but also because of what it represents regarding social value. In the Li Ji (Book of Rites), Confucius said that there are 11 De, or virtues, represented in jade: benevolence, justice, propriety, truth, credibility, music, loyalty, heaven, earth, morality, and intelligence. The wise have likened jade to virtue. For them, its polish and brilliancy represent the whole of purity; its perfect compactness and extreme hardness represent the sureness of intelligence; its angles, which do not cut, although they seem sharp, represent justice; the pure and prolonged sound, which it gives forth when one strikes it, represents music. Its color represents loyalty; its interior flaws, always showing themselves through the transparency, call to mind sincerity; its iridescent brightness represents heaven; its admirable substance, born of mountain and of water, represents the earth. Used alone without ornamentation it represents chastity. The price that the entire world attaches to it represents the truth. Book of Rites In the Shi Jing  (Book of Odes), Confucius wrote: When I think of a wise man, his merits appear to be like jade. Book of Odes Thus, beyond monetary worth and materiality, jade is greatly prized as it stands for beauty, grace, and purity. As the Chinese saying goes: gold has a value; jade is invaluable.   Jade in the Chinese Language Because jade represents desirable virtues, the word for jade (yu) is incorporated into many Chinese idioms and proverbs to denote beautiful things or people. For example, å† °Ã¦ ¸â€¦Ã§Å½â€°Ã¦ ´  (bingqing yujie), which directly translates to clear as ice and clean as jade is a Chinese saying that means someone is pure and noble. ä º ­Ã¤ º ­Ã§Å½â€°Ã§ «â€¹ (tingting  yuli) is a phrase used to describe something or someone that is fair, slim, and graceful. Additionally, 玉å ¥ ³ (yà ¹nÇš), which means jade woman,  is a term for a lady or beautiful girl.   A popular thing to do in China is to use the Chinese character for jade in Chinese names. The Supreme Deity of Taoism is known as Yuhuang  Dadi (the Jade Emperor). Chinese Stories About Jade Jade is so ingrained in Chinese culture that there are famous stories about Jade (here called bi). The two most famous tales are He Shi Zhi Bi (Mr. He and His Jade or Hes Jade Disc) and Wan Bi Gui Zhao (Jade Returned Intact to Zhao). The stories involve a man named Bian He and a piece of jade that eventually became a symbol of united China. He Shi Zhi Bi tells the story of Mr. He and how he found a piece of raw jade and tried to give it to two generations of kings, but they didnt recognize it as valuable and cut off his feet as punishment for trying to pass off an unworthy stone. Eventually, the grandson of the first king finally had his jeweler cut the stone open and found the raw jade; it was carved into a disc and named after Mr. He by that grandson, Wenwang, the king of the Chu State, around 689 BCE. Wan Bi Gui Zhao is the follow-up story of this famous jade. The carved disc was subsequently stolen from the Chu State and eventually ended up owned by the Zhao. The king of the Qin State, the most powerful state during the Warring States Period (475–221 BCE), attempted to buy the jade disc back from the Zhao State in exchange for 15 cities. (Jade is known as ä » ·Ã¥â‚¬ ¼Ã¨ ¿Å¾Ã¥Å¸Å½, Valued at multiple cities because of this story.) However, he failed. Eventually, after some amount of political chicanery, the jade disc was returned to the Zhao State. In 221 BCE, the emperor Qin Shi Huangdi conquered the Zhao state, and as the ruler and founder of the Qin dynasty, he had the disc carved into a seal representing the new united China. The seal was part of the royal stores in China for 1,000 years before being lost during the Ming and Tang dynasties. Source Wu Dingming. 2014. A Panoramic View of Chinese Culture. Simon and Schuster.