The Lottery Winner :: Essays Papers

The Lottery Winner SETTING: The book starts out in Manhattan, New York in modern times. The book mostly takes place in New York city but throughout the book they also travel to London, England, cypress point spa, and several other places. The book ends back in Manhattan, New York. CHARACTERS: 1. Alvirah Meehan is a former maid that is near her sixties and has quit her job after her and her husband struck it rich in the winning of the lottery. Alvirah started taking interest in helping people with murders and other problems that she ran across while traveling across the world. After she had won the lottery the New York Globe news paper had asked her to write about all of her different adventures. 2. Willy Meehan is around his sixties, he has blue eyes with white hair. Willy is a former plumber who quit his job after wining the lottery with his wife Alvirah. Willy enjoys traveling with Alvirah to all the different places. He is very supportive and help full to Alvirah in her interest of helping others with there crimes. He also enjoys helping the poor or just those people that can't afford to hire a plumber so he dose the job for free. 3. Brian who is somewhere around his twenties, he is an up and coming famous play writer. Brian is the nephew of Willy. Brian is first introduced in the first story called "The body in the closet". He was staying at the apartment of Willy and Alvirah were a body was found in there closet at there return from there trip to England. He becomes the main suspespect in the murder because he was the last be in the apartment. This was not a good thing for Brian because his career was just taking off with all the great plays he was writing. Brian becomes very lucky with the help of Alvirah as they prove his innocence. Brian then was able to go back on with is writings of the plays. 4. Cynthia Lathem was found guilty for the murder of her father in the second story. It all happened when she was in her junior year of the Rhode Island School of Design when her step father Stuart Richards was found shot to death in the study of his mansion.

Adidas Is One of the Largest Companies in the Sporting

ADIDAS MARKETING COMMUNICATIONS EFFECTIENESS ADIDAS MARKETING COMMUNICATIONS EFFECTIVENESS TABLE OF CONTENT 1. Executive summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 2. Introduction 2. 1 Adidas Overview†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 2. 2 Europe sports equipment market overview†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4, 5, 6 3. Situtational Analysis 3. 1 PESTEL Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7, 8 3. 2 Porter’s Five Forces Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 3. 3 SWOT Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10, 11 4. Consumer Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦12, 13 5. Marketing Objectives†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 14 6. Communications Mix 6. 1 Sports sponsorship†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 15, 16 . 2 Celebrity endorsement†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 16, 17 6. 3 Product placements†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 17 7. Recommendations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 18 8. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 18 9. Bibliography†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦19 1. Executive summary| This report will measure the effectiveness of Adidas’s advertising campaign. To achieve this goal this report will go through the French market analyse and the target consumers. Moreover, SWOT, PESTEL and Porter’s Five Forces analysis demonstrate the different opportunities in future for Adidas and the multiple factors influencing the sports equipment industry.Adidas is one the leading company in the sports equipment industry (with Nike, Reebok†¦), recognizable with its three bands, and since few years he is launching very effective campaigns. This effectiveness it’s due to the celebrity endorsement. This report will be introduced by the introduction of the overview of Adidas’s market and secondly the sport equipment market in general. 2. Introduction| 2. 1 Adidas Overview Adidas is one of the largest companies in the sporting goods industry. The group has divided its operating activities by major brand into three divisions: Adidas, Reebok and TaylorMade-Adidas Golf.The group operates through more than 170 subsidiaries in Europe, the US and Asia, each focusing on a particular market or part of the manufacturing process. After the financial crisis of 2008 and economic difficulties of 2009, Adidas came back strongly in 2010 and can show an excellent year. The Group generated a record â‚ ¬ 12 billion in sales, a growth of 9%, clearly outpacing his major competitors. 2. 2 Europe sports equipment market overview Adidas offers sports equipment for all sports. It provides footwear and apparel for each sport (cricket, football, running etc)England cricket team, sponsor Adidas R. Madrid football team, sponsor Adidas As we can see in the table 1, in Europe the sports equipment market grew by 2. 1% in 2011 to reach a value of â‚ ¬13. 9 billion (Marketline 2012). And according to recent figures this growth will continue to increase, for more than 10% between 2011 and 2016 (Marketline, 2012). Table 1: EUROPE SPORT EQUIPMENT MARKET FIGURES| Year| â‚ ¬ Billion| % Growth| 2007| 12. 7| | 2008| 13. 1| 3. 1| 2009| 13. 3| 1. 9| 2010| 13. 6| 2. 0| 2012| 13. 9| 2. 1| Source: MarketlineThe graph above clearly demonstrates that the French market is the most important as far as the sport equipment market is concerned, with a total value of â‚ ¬3. 7 billion in 2011. The German and UK market, with respectively 18% (â‚ ¬3. 5 billion) and 18. 3% (â‚ ¬ 3. 5 billion) of the market share, follow it. And then comes the Italian and Spanish market (Marketline, 2012). These five markets cover more than 72% of the European sports equipment market. Source: Marketline The most valuable segment in this industry it’s clearly the ball sport equipment segment.Adidas is well presen t, as they make footballs for the World Cup, UEFA Euro and the Champions League. These three competitions are the most watched all around the world (715 millions people watched the 2006 World Cup Final). FIFA World Cup 2010 UEFA Euro 2012 Champions League 12/13 According to the graph the less valuables segments are racket sport equipment (9. 5%) and golf equipment (13. 6%). By adding both figures they are still inferior comparing to the ball sport equipment (25. 5%). 3. Situtational Analysis|As mentioned above this report will analyse the leading sports equipment market, in this case the French market. 3. 1 PESTEL Analysis Through this PESTEL analysis we will analyse which factors any company has to consider, while entering the French sports industry. POLITICAL: France is a highly centralized country; an elite group is dominating in the state and the corporation sectors. This situation persists despite attempts to decentralize power in last few years. Furthermore, according to the r ecent report â€Å"corruption is perceived to be widespread in French politics†. Datamonitor, 2011) ECONOMICAL: From 1999 to 2007 France’s exports share in eurozone felled by 16%, and French exports were of a value of $595 billion in 2010 (declined by 4. 6%). This will affect the prospects of the French economy in the near future. (Datamonitor, 2011) For a company like Adidas, which exports a lot to Asia with a total market of â‚ ¬2, 972 million in China and other Asian markets, it can effects their sales. (Marketline, 2012) SOCIAL: The French population is becoming aged. Indeed, more than 17% of the population have more than 65 years (Insee, 2012).The Government is expecting to allow 4% of the GDP to healthcare, pensions and dependency care related to the aged people. (Datamonitor, 2011) TECHNOLOGICAL: After the industrial age France is moving towards technological age. Indeed, we can see it by the number of patents deposited at the US Patent and Trademark Office ( USPTO), the figure reached 124,723 in 2010. (Datamonitor, 2011) In the other hand, the Government will withdraw the concept of Young Innovative Company, it will have is impact on the industrial growth and may reduce investments in the country. (Datamonitor, 2011) ENVIRONMENTAL:France was very active to prepare agreements on environmental protection and sustainable development and in the strengthening of international governance. In addition, with Norway, France initiated the Global Forest Partnership in 2010. (Datamonitor, 2011) But as the technological factors, the country is not encouraging and fulfilling his agreements. Indeed, last year France was assigned to the EU Court of Justice by the European Commission for its lack of attention in the industrial emissions regulations. The European Commission was telling that France has more than 60 factories that have not got environmental authorization of the EU. Datamonitor, 2011) LEGAL: Foreign investments increased by more than 20% co uple of years ago, 782 projects lead to nearly 32,000 job. Most of these projects were related to the renewable energy sector. In 2010, non-national companies based in France created two million jobs. Many of the government’s tax and labour reforms have been met with cynicism and public protests. The government may increase weekly working hours from 35 to 39 and abolish the wealth tax l'impot de solidarite sur la fortune. However, these moves will face public outrage and demonstration. 3. 2 Porter’s Five Forces AnalysisWe aim to measure an industry’s attractiveness and long-term profitability through Porter’s Five Forces analysis. Adidas and his competitor, as Nike, have reach to branch out in to retail after the industry of sports equipment has seen in recent years a great development of forward integration (as sportswear manufacturers). Despite the presence of major groups, in the French market of sports equipment, the market is still fragmented. Buyer power is becoming very strong, as there is a wide range of products available, and the existence of numbers of retailers and also the fact that some large firms have integrated forwards into retail.The expenses in sports equipment and apparel vary following the emergence of trends for particular sports. Another factor that influence purchases is the weather. It’s still possible to enter the French market by producing for example small quantities of custom-made golf and to have some economies of scales such as bulk buying. But, as seen in recent years the uninspiring revenue growth makes entry a less attractive for new entrants. The reliance on sales of sports equipment is reduced as many firms sell sports footwear and apparel in the French market. Rivalry is weakened as many large companies outsource their manufacturing. Marketline, 2012) Source: Marketline 3. 3 SWOT Analysis SWOT ANALYSIS| Strengths| Weaknesses| * Strong portfolio * Continuous research and development * Stro ng performance after 2010 FIFA World Cup * Worldwide presence | * Dependence on third party manufacturing * Unfunded postretirement obligations will impact cash flows adversely| Opportunities| Threats| * Reorganization to improve efficiency * Sponsoring major sports events * Global footwear market is growing| * Counterfeit products * Competition * Fluctuations of foreign currencies |Adidas has in his portfolio three brands, as follows: Adidas, Reebok and TaylorMade-adidas Golf. Adidas is well present all around the world, Reebok is improving day by day (for instance Thierry Henry is sponsored by Reebok), and TaylorMade-adidas Golf is the less known brand of his portfolio. Because of their policy to encourage research and development allows Adidas to come out with new and better products to face competition of Nike. As mentioned above Adidas makes football for major football competition and it benefits of the success of these competitions.After the establishment in the European and A merican markets, Adidas is targeting Asian market (total market of â‚ ¬2, 972 million in China and other Asian markets). (Marketline, 2012) As Adidas outsource 95% of his production to Asian country (32% of his suppliers are Chinese) it cannot control the quality of his product. Indeed, several products made in China have been recall by many US companies after the publication of the Consumer Product Safety Commission report. The company cannot tolerate a lack of quality in front of Nike, in order to keep market shares.The company provides retirements benefits to most of their employees. According to a recent report, the company planned pensions of â‚ ¬67 million but they reached â‚ ¬74 million, so an unfunded status of â‚ ¬7 million. (Marketline, 2012) In order to enhance its efficiency Adidas undertook reorganization. Indeed, the company moved to a function-related structure from a vertically integrated brand structure. Adidas has many agreements for sports events: * Au stralia Olympic Committee until 2016 * Japan Football Association until 2015 * Spanish Football Federation until 2018 * Argentine Football Association until 2022 FIFA World Cup 2014 * UEFA EURO 2016 * UEFA Champions League * 11 year global agreements with the NBA (official sponsor NBA, Women’s NBA and the NBA Development League) These events will help the company to en enhance its brand image and awareness among customers and also to strength its profitability. The global footwear market, not only the European market, has shown a growth in recent years. According to Datamonitor, the global footwear market grew by 2. 6% in 2009 to reach a value of $196. 3 billion. Footwear, clothing, accessories and sportswear are the largest segments, accounting for 67. % of the market's total value. Market’s forecast will reach the value of $230. 8 billion by 2014, representing an increase of 17. 6% from 2009. (Marketline, 2012) With the development of Asian countries, and the outsour cing of manufacturing of western companies in these countries, the counterfeit has increased and it’s a reel threat for companies. Adidas his facing competition of big companies, we identify as Adidas main competitors Nike, Puma, Callaway Golf Company and New Balance. As last threat we see the fluctuations of foreign currencies.For instance, in India a brand like Adidas is for the high-class society otherwise they cannot afford a football shirt, which cost about 60?. (Marketline, 2012) 4. Consumer Analysis| CONSUMER SEGMENTATION BASES| Behavioural| Demographic| * User status * Usage rate * Usage occasion * Brand loyalty * Benefits sought | * Income * Age * Sex * Race * Family| Psychographic| Geographic | * Values * Opinions * Attitudes Activities * Lifestyle| * International * Regional| This table shows the consumer segmentation bases that any company can use.They are usually the same regardless of the sector. Companies use segmentation in order to divid into groups’ c onsumers that have some characteristics and needs in common (Doole et al. , 2005). Hence, the company can attract easily those groups with specifics products. As his main competitor, Nike, Adidas target particularly young and middle age that practice sport. Another category of Adidas’s consumers has made by teams’ supporters (Real Madrid sold 1. 4 million shirts, Goal. com). Furthermore, there is a turnover of â‚ ¬1. 2 billion in goods related to football (Reuters 2012).Because of is large portfolio the company attract different customer markets with each brand, for instance golf interested consumers with TaylorMade-adidas Golf. The following perceptual map shows the positioning of Adidas as a company offering high quality products for a High price. Foot Locker and K-Swiss try to attract people with a lower income, whereas Nike and Puma apply the same price-quality strategy than Adidas. The competitive advantage of Adidas in comparison to those two companies, howeve r, is its positive brand image. At least, in the decision-making units (D. M.U) we may be influence by friends, the press or by the company’s advertising. The person who buys, decides and uses is usually the same. 5. Marketing Objectives| As any company, which is not the leader in his sector, Adidas has as objective to try to extend his market shares and in long terms strategy to be the leader by a continuous research and development of innovation. Through these innovations steps Adidas can provide comprehensive solutions to his customers (Kotlet and Keller, 2009). One of the reasons of Adidas’s campaigns effectiveness is his brand awareness with his three bands logo.And also is slogan â€Å"Impossible is nothing†, outpace our limits; make the impossible possible. In a survey reported by SportsOne (2010), 98. 8% of the respondent pool aged 13 and up that purchased athletic footwear or apparel could associate at each one of the brand elements to the company name. And another key factor is the role of celebrity endorsement. Through this marketing tool fans can associate themselves to the celebrity and to the brand. 6. Communications Mix| In order to target a wide audience and to build its brand equity, Adidas uses several marketing communications tools.According to Duncan and Moriarty the brand delivers impressions, that can strengthen or weaken customers views of a company, on each contact it has with his customers. Kotler and Keller reinforce this as they said the shape and colour of the package, the product’s style and price, the store decor, the salesperson’s (dress and manner) communicates to buyers. 6. 1 Sports sponsorship Because they benefits of a large coverage, sports activities are more attractive to sponsors (Fill, 2011). Indeed, sport events are the most sponsored because: * They attract large audience * Simplistic measure of segmentation Events duration permits to be more visible As shown above Adidas’s mai n segment is football with a market share of 34% (Chazouilleres, 2010). Therefore, Adidas’s sponsorship with major football teams has been motivated because of â€Å"the attraction of large and specific target audiences with whom a degree of fit is considered to exist† (Fill, 2011). Amongst football teams we can mention clubs like Real Madrid (2nd largest fans group in world), Chelsea (6th); national teams as Argentina, Spain; and of course the sponsorships of major football competition for years (FIFA World Cup, Olympics†¦). |Sponsorship is one of the important parts of the communications mix because it allows companies to communicate without the clutter of advertising. Of all types of sponsorship sport has captioned most attention and money (Fill, 2011). 6. 2 Celebrity endorsement In particular, a celebrity endorser should have a high level of visibility and a rich set of potentially useful associations, judgements and feelings (McCracken, 1989). Therefore, cele brities can play a more strategic role for their brands, not only by endorsing a product but also helping to design, position and sell merchandise and services.In these last years Adidas has sponsored many famous football players as Zinedine Zidane, David Beckham. Nowadays the main celebrity endorsed by Adidas is definitely Lionel Messi. They aim to attract football fans, and Adidas launched couple of weeks ago special football shoes for Lionel Messi (AdiZero F50, with a computer chip inside). 6. 3 Product placements Another tool of the communications mix is the product placement. This tool consists of putting his products, usually, in movies. Adidas uses this media because it’s a â€Å"billion dollar market† (Scevak, 2001).But since a decade product placement is not only made in movies but in all types of TV shows (Steinberg and Vranica, 2004). Since the release of â€Å"Blades of Glory†, we know that figure skating without Adidas is simply not the truth. The m ain characters guide you through the whole movie. In 2007 Adidas was already present in â€Å"Norbit,† â€Å"Stomp the Yard† and â€Å"The Messengers†. 7. Recommendations| For the future Adidas should be more aware about his brand image. Outsourcing 98% of his production in Asian country can affect his brand image because of the poor quality these manufacturers offer.By outsourcing his production can damage is research and development, which cost a lot. These two things, innovation and lack of quality, don’t match. Adidas should handle it as soon as possible in order to extend his market shares and face the competition. The company should continue to sign celebrities as they currently do. The celebrity endorsement is the main key of the marketing campaigns. But Adidas should not only focus on football market (even if is reliable market). It shows that company depends a lot on it. If in the future the market goes down, Adidas can be heavily affects by this .An ultimate recommendation can be to reinforce his presence on social networks as its use is growing amongst the youth market. 8. Conclusion| In this report we gave an overview of Adidas and the European sports equipment market. And we remarked that Adidas is the leading group in football industry, and the 2nd in sports equipment industry (after Nike). Then the report focused on the French sports equipment market. We analysed the market through two analyses, as follows: PESTEL, Porter’s five forces; and we made the SWOT analysis for Adidas. Targeted consumer are analysed nd marketing objectives are given to know how Adidas approach these consumers. We choose three different tools – sports sponsorship, celebrity endorsement and product placement – in order to explain the communication strategy used by Adidas. Finally, recommendations are done on how, in future, Adidas can maintain his leading position in the football industry and how to extend market shares and how face the competition. 9. Bibliography| Marketline (2012) Industry Profile – Europe Sports Equipment Marketline (2012) Industry Profile – France Sports Equipment Datamonitor (2011) Country Analysis Report FranceDatamonitor (2011) Company Profile adidas AG Institut national de la statistique et des etudes economiques –Insee (2012) Bilan demographique SportsOne (2010) Doole, I. , Lancaster, P. and Lowe, R. (2005) Understanding and managing customers, Essex: FT Prentice Hall Kotler, P. and Keller, K. L. (2009) Marketing Management, 13th Edition, Pearson International Edition Duncan, T. and Moriarty, S. (2006) â€Å"How Integrated Marketing Communication’s ‘Touch Points’ can operationalize the service-dominant logic†, The Service-Dominant Logic of Marketing: Dialog, Debate, and DirectionsFill, C. (2011) Essentials of marketing communications, 1st Edition, Prentice Hall Steinberg, B. and Vranica, S. (2004) â€Å"Prime-Time TV’s N ew Guest Stars: Products†, Wall Street Journal, January 13, 2004 McCracken, G. (1989) â€Å"Who is the celebrity endorser? Cultural foundations of the endorsement process†, Journal of Consumer Research, December 1989, 16 Scevak, N. (2001) â€Å"The Evolution of Product Placement† Available URL: http://www. internetnews. com/bus-news/article. php/785431/The+Evolution+of +Product+Placement. htm

Domain Name Essay

Browsing through different domain servers, I would suggest a well known and established company. I would suggest the use of GoDaddy. com. I have personally used the service and can attest to their customer service available 24/7 via telephone and live chat. The provider also offers free personalized email, DNS control and status alerts for the page. The prices are competitive with other companies with assistance in not only hosting the site, they will assist in the building and maintenance of the site. As far as domain name, at the time of searching the domain name of FreeFluShotsForElderly. org is available. I would suggest the use of a . org vs another due to the public misconception of their view towards the extensions. A normal individual may recognize a . org extension as a non-profit vs if it was a . com and not believe it to be non-profit. The name, while long, also would be easily memorable in terms of the elderly as well as being easily located with search engines as well. Another possible alternative is to continue with a purchase like this and purchase similar domain names along the same lines and with different extensions for a cheaper price. With the purchase of the additional domain names, you can reroute users from those sites to your â€Å"trunk† site that is being maintained. Not only would this assist with individuals typing in the wrong address, it would assist with people who are looking for different sites that are mistakenly brought to this organization’s site.

20 Evocative French Words

20 Evocative French Words 20 Evocative French Words 20 Evocative French Words By Mark Nichol English has borrowed words from other languages indiscriminately, and has done so for hundreds of years. Often, this happens even when a perfectly sound native or imported synonym already exists, but sometimes the new term gains its footing because it expresses a concept better than an existing term, or conveys a connotation or nuance no other single word or phrase does. But speakers and writers of English don’t always use the word as it is intended, leading to semantic drift. In the interests of preserving the purity of some highly evocative terms, here are twenty such words acquired from French: 1. Bà ªte noir (literally, â€Å"black beast†): someone to whom one is averse 2. Cachet (â€Å"seal†): originally, a seal or mark of approval; now, also (and primarily) used in a figurative sense meaning â€Å"prestige† (though it has additional meanings in philately, or stamp collecting) 3. Calque (â€Å"copy†): a literal translation of a word or phrase into one language from another, as in French-to-English vers libre (â€Å"free verse†) or English-to-French seconde main (â€Å"second hand†) 4. Dà ©tente (â€Å"relaxation†): an easing of political tensions; specifically, the thawing of the Cold War during the 1970s 5. Élan (â€Å"rush, impetus†): high spirit or enthusiasm 6. Ennui (â€Å"annoyance†): annoyance or boredom 7. Fà ªte (â€Å"feast, festival†): a celebration, or to celebrate 8. Haute couture (â€Å"high fashion†): High-quality custom tailoring, referring either to specific garments or to the industry; sometimes called simply couture 9. Lagniappe (from yapay, â€Å"to increase,† from the native South American language Quecha, by way of American Spanish and Louisiana French): a merchant’s small gift to a customer; in general usage, a modest bonus 10. Malaise (â€Å"discomfort†): a feeling of poor mental or physical health, or a sense of cultural unease 11. Mà ©tier (â€Å"work, ministry†): a type of work or other activity at which one excels 12. Panache (â€Å"small wing,† from Latin through Italian): flair or flamboyance 13. Parvenu (â€Å"new arrival†): an upwardly mobile newcomer to a socioeconomic class (synonym: â€Å"nouveau riche, or â€Å"newly rich†); the term is pejorative 14. Patois (â€Å"native or local speech†): a nonstandard dialect, especially the speech of uneducated or provincial speakers, or a jargon 15. Raconteur (â€Å"one who recounts†): a storyteller, or anyone skilled at relating anecdotes 16. Riposte (â€Å"retort†): originally the name of a fencer’s offensive response to an attack; now, also refers to the verbal equivalent, either spoken or written 17. Rouà © (literally, â€Å"broken on the wheel†): a hedonistic man (synonyms: libertine, rake); not to be confused with roux, a word for a flour-and-fat mixture used as a thickener 18. Sang-froid (literally, â€Å"cold blood†): self-possession under pressure 19. Savant (â€Å"one who knows,† from savoir, â€Å"to know†): a learned person, especially a specialist; also a shortening of â€Å"idiot savant,† a clinical term for a mentally disabled person with anomalous skill or ability in one area of learning, or a casual term for someone whose knowledge is almost exclusively in one subject 20. Timbre (â€Å"quality of a sound†): the particular characteristics of a musical note or other sound Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:45 Synonyms for â€Å"Food†7 Patterns of Sentence StructureUsing "May" in a Question

Volleyball Expectations Essay Example

Volleyball Expectations Essay Example Volleyball Expectations Essay Volleyball Expectations Essay My expectations from the team this year are to be good teammates for one another and everyone on the team. This looks like welcoming, encouraging, and helping each other during workouts, practice, and games. It doesn’t mean that everyone has to be best friends, but just that the players treat each other as our motto: â€Å"It’s a team thing†. My expectations from the coaching staff this year are to watch and correct individual mistakes and not to let bad habits go unnoticed. I like how the coaches will focus on what we are doing and talk to us about how to fix anything.The personal attention for everyone helps us all to become better players. Skill wise, I bring to the table for this team that I am able to get a good pass to the setter, can play serve receive, and I have a jump serve. I focus on back row because it all starts with a pass. In terms of attitude and leadership, I bring to the table for this team a positive attitude. If a teammate gets discouraged ab out what they’re doing, I want to encourage them to play the next ball and not worry about their mistakes.For leadership, when we are out on the court and come together in the middle to talk, I tell the girls that what we need to focus on or add motivation to finish a game. At this time, I perceive my strengths are that I am a fast learner and work at correcting my mistakes after instruction. I feel that my weaknesses are that I haven’t learned all of the plays. For example, I’m most comfortable with hitting a 4 as an outside, and although I’ve been introduced to other hits I’m not as familiar with them.I see my role on the team this year as an all-around volleyball player. My role is to be a more efficient hitter/blocker, play defense, and go after every ball as hard as I can. I am to keep the ball in play no matter what. My individual short term goal for the next week at practice is to work on my hitting. I need to get more power and load up on m y step-close so I can jump higher. I also need to time my approach better to the ball (depending on its tempo) because at practice I was either too early or too late.My short term goal for our team for the next week at practice is to talk more on the court, because it was pretty much silent last time. We only really talked after coach pointed it out. And even then, we didn’t keep it up. Also, to call for the ball as loud as we can when hitting so the setter can hear us. A lot of confusion can be avoided this way. My individual long term goal for this season is to be able to become a better-rounded volleyball player. I want to improve on my hitting- I am off on my timing and on’t get low on my step-close to jump higher. Also, I want to be more accurate on hitting certain areas on the court. I want to be able to set and pass more on target as well, especially on out of system. My long term goal for our team this season is to be a team that other schools don’t want to play because of both our consistency on defense and offense. I want our team to dig up balls that has the other side wondering how we were able to manage to get the ball up and hitting the ball so hard that the other players are hesitant to go after it.

War of 1812 - Causes

War of 1812 - Causes Having won its independence in 1783, the United States soon found itself a minor power without the protection of the British flag. With the security of the Royal Navy removed, American shipping soon began falling prey to privateers from Revolutionary France and the Barbary pirates. These threats were met during the undeclared Quasi-War with France (1798-1800) and First Barbary War (1801-1805). Despite success in these minor conflicts, American merchant ships continued to be harassed by both the British and the French. Engaged in a life-or-death struggle in Europe the two nations actively sought to prevent the Americans from trading with their enemy. In addition, as it depended upon the Royal Navy for military success, the British followed a policy of impressment to meet its growing manpower needs. This saw British warships stop American merchant vessels at sea and remove American sailors from their ships for service in the fleet. Though angered by the actions of Britain and France, t he United States lacked the military power to halt these transgressions. The Royal Navy Impressment The largest navy in the world, the Royal Navy was actively campaigning in Europe by blockading French ports as well as maintaining a military presence across the vast British Empire. This saw the size of the fleet grow to over 170 ships of the line and required in excess of 140,000 men. While volunteer enlistments generally met the services manpower needs during peacetime, the expansion of the fleet during times of conflict required the employment of other methods to sufficiently crew its vessels. To provide enough sailors, the Royal Navy was permitted a follow a policy of impressment which allowed it to draft into immediate service any able-bodied, male British subject. Often captains would send press gangs to round up recruits from pubs and brothels in British ports or from British merchant ships. The long arm of impressment also reached onto the decks of neutral commercial vessels, including those of the United States. British warships made a frequent habit of stopping neutral shi pping to inspect crew lists and remove British sailors for military service. Though the law required impressed recruits to be British citizens, this status was loosely interpreted. Many American sailors had been born in Britain and became naturalized American citizens. Despite possession of citizenship certificates, this naturalized status was often not recognized by the British and many American sailors were seized under the simple criterion of Once an Englishman, always an Englishman. Between 1803 and 1812, approximately 5,000-9,000 American sailors were forced into the Royal Navy with as many as three-quarters being legitimate American citizens. Heightening the tensions  was the practice of the Royal Navy stationing vessels off American ports with orders to search ships for contraband and men who could be impressed. These searches frequently took place in American territorial waters. Though the American government repeatedly protested the practice, British Foreign Secretary Lord Harrowby contemptuously wrote in 1804, The pretention advanced by Mr. [Secre tary of State James] Madison that the American flag should protect every individual on board of a merchant ship is too extravagant to require any serious refutation. The Chesapeake-Leopard Affair Three years later, the impressment issue resulted in a serious incident between the two nations. In the spring of 1807, several sailors deserted from HMS Melampus (36 guns) while the ship was at Norfolk, VA. Three of the deserters then enlisted aboard the frigate USS Chesapeake (38) which was then fitting out for a patrol in the Mediterranean. Upon learning of this, the British consul at Norfolk demanded that Captain Stephen Decatur, commanding the navy yard at Gosport, return the men. This was refused as was a request to Madison who believed the three men to be Americans. Subsequent affidavits later confirmed this, and the men claimed they had been impressed. The tensions were heightened when rumors circulated that other British deserters were part of Chesapeakes crew. Learning of this, Vice Admiral George C. Berkeley, commanding the North American station, instructed any British warship that encountered Chesapeake to stop it and search for deserters from HMS  Belleisle (74), HMSà ‚  Bellona (74), HMS  Triumph (74), HMS  Chichester (70), HMS  Halifax (24), and HMS  Zenobia (10). On June 21, 1807, HMS Leopard (50) hailed Chesapeake shortly after it cleared the Virginia Capes. Sending a Lieutenant John Meade as messenger to the American ship, Captain Salusbury Humphreys demanded that the frigate be searched for deserters. This request was flatly refused by Commodore James Barron who ordered the to ship be prepared for battle. As the ship possessed a green crew and the decks were cluttered with supplies for an extended cruise, this procedure moved slowly. After several minutes of shouted conversation between Humphreys and Barron, Leopard fired a warning shot, then a full broadside into the unready American ship. Unable to return fire, Barron struck his colors with three men dead and eighteen wounded. Refusing the surrender, Humphreys sent across a boarding party which removed the three men as well as Jenkin Ratford who had deserted from Halifax. Taken to Halifax, Nova Scotia, Ratford was later hung on August 31 while the other three were sentenced to 500 lashes each (this was later commuted). In the wake of the Chesapeake-Leopard Affair an outraged American public called for war and President Thomas Jefferson to defend the nations honor. Pursuing a diplomatic course instead, Jefferson closed American waters to British warships, secured the release of the three seamen, and demanded an end to impressment. While the British did pay compensation for the incident, the practice of impressment continued unabated. On May 16, 1811, USS President (58) engaged HMS Little Belt (20) in what is sometimes considered a retaliatory attack for the Chesapeake-Leopard Affair.  The incident followed an encounter between HMS Guerriere (38) and USS Spitfire (3) off Sandy Hook that resulted in an American sailor being impressed. Encountering Little Belt near the Virginia Capes, Commodore John Rodgers gave chase in belief the British vessel was Guerriere. After an extended pursuit, the two vessels exchanged fire around 10:15 PM. Following the engagement, both sides repeatedly argued that the ot her had fired first. Issues of Neutral Trade While the impressment issue caused problems, tensions were further heightened due to Britain and Frances behavior regarding neutral trade. Having effectively conquered Europe but lacking the naval strength to invade Britain, Napoleon sought to cripple the island nation economically. To this end he issued the Berlin Decree in November 1806 and instituted the Continental System which made all trade, neutral or otherwise, with Britain illegal. In response, London issued the Orders in Council on November 11, 1807, which closed European ports to trade and barred foreign ships from entering them unless they first called at a British port and paid customs duties. To enforce this, the Royal Navy tightened its blockade of the Continent. Not to be outdone, Napoleon responded with his Milan Decree a month later which stipulated that any ship that followed the British rules would be considered British property and seized. As a result, American shipping became prey for both sides. Riding the wave of outrage that followed the Chesapeake-Leopard Affair, Jefferson implemented the Embargo Act of 1807 on December 25. This act effectively ended American foreign trade by prohibiting American ships from calling at overseas ports. Though drastic, Jefferson hoped to end the threat to American vessels by removing them from the oceans while depriving Britain and France of American goods. The act failed to achieve his goal of pressuring the European superpowers and instead severely crippled the American economy. By December 1809, it was replaced with the Non-Intercourse Act which allowed overseas trade, but not with Britain and France. This still failed to change their policies. A final revision was issued in 1810 which removed all embargoes, but stated that if one nation stopped attacks on American ships, the United States would begin an embargo against the other. Accepting this offer, Napoleon promised Madison, now president, that neutral rights would honored. This agreement further angered the British despite the fact that the French reneged and continued seizing neutral ships. War Hawks Expansion in the West In the years following the American Revolution, settlers pushed west across the Appalachians to form new settlements. With the creation of the Northwest Territory in 1787, increasing numbers moved to the present-day states of Ohio and Indiana pressuring the Native Americans in those areas to move. Early resistance to white settlement led to conflicts and in 1794 an American army defeated the Western Confederacy at the Battle of Fallen Timbers. Over the next fifteen years, government agents such Governor William Henry Harrison negotiated various treaties and land deals to push the Native Americans farther west. These actions were opposed by several Native American leaders, including the Shawnee chief Tecumseh. Working to build a confederacy to oppose the Americans, he accepted aid from the British in Canada and promised an alliance should war occur. Seeking to break the confederacy before it could fully form, Harrison defeated Tecumsehs brother, Tenskwatawa, at the Battle of Tippecano e on November 7, 1811. During this period, settlement on the frontier faced a constant threat of Native American raids. Many believed these were encouraged and supplied by the British in Canada. The actions of the Native Americans worked to advance British goals in the region which called for the creation of a neutral Native American state that would serve as a buffer between Canada and the United States. As a result, resentment and dislike of the British, further fueled by events at sea, burned brightly in the west where a new group of politicians known as the War Hawks began to emerge. Nationalistic in spirit, they desired war with Britain to end the attacks, restore the nations honor, and possibly to expel the British from Canada. The leading light of the War Hawks was Henry Clay of Kentucky, who was elected to the House of Representatives in 1810. Having already served two brief terms in the Senate, he was immediately elected Speaker of the House and transformed the position into one of power. In Congr ess, Clay and the War Hawk agenda were supported by individuals such as John C. Calhoun (South Carolina), Richard Mentor Johnson (Kentucky), Felix Grundy (Tennessee), and George Troup (Georgia). With Clay guiding debate, he ensured that Congress moved down the road to war. Too Little, Too Late Seizing upon the issues of impressment, Native American attacks, and the seizure of American ships, Clay and his cohorts clamored for war in early 1812, despite the countrys lack of military preparedness. Though believing that the capture of Canada would be simple task, efforts were made to expand the army but without great success. In London, the government of King George III was largely preoccupied with Napoleons invasion of Russia. Though the American military was weak, the British did not wish to fight a war in North America in addition to the larger conflict in Europe. As a result, Parliament began debating repealing the Orders in Council and normalizing trade relations with the United States. This culminated in their suspension on June 16 and removal on June 23. Unaware of developments in London due to the slowness of communication, Clay led the debate for war in Washington. It was a reluctant action and the nation failed to unite in a single call for war. In some places, people even debated who to fight: Britain or France. On June 1, Madison submitted his war message, which focused on maritime grievances, to Congress. Three days later, the House voted for war, 79 to 49. Debate in the Senate was more extensive with efforts made to limit the scope of the conflict or delay a decision. These failed and on June 17, the Senate reluctantly voted 19 to 13 for war. The closest war vote in the history of country, Madison signed the declaration the next day. Summing up the debate seventy-five years later, Henry Adams wrote, Many nations go to war in pure gayety of heart, but perhaps the United States were the first to force themselves into a war they dreaded, in hope that the war itself might create the spirit they lacked.

Research Proposal Example | Topics and Well Written Essays - 1250 words - 1

Research Proposal Example Thus, while consumers may have desired to buy new electronics, especially high-tech equipment, most could not do so because they had limited ways of generating capital that they could use to allow the purchases (Hartman, 2010: p38). This can be seen in the losses suffered by such electronics companies as Motorola Mobility and Blackberry, which emphasized the profound effects of economic recession. The research will seek to evaluate the effects of the recession on behaviour of the consumer in the UK electronics industry, particularly with regards to the smartphone industry. Understanding the response of consumers to the economic downturn with regards to their buying behaviour is imperative for companies seeking to ensure future success (Chakrabarti, 2011: p56). While signs show that the UK economy is stabilizing, leading to questions about this research’s relevance, the changes to consumer behaviour by recessions tend to last for a long time. Therefore, even as economists signa l the end of the recession and beginning of recovery, this is unlikely to be reflected immediately by consumers in their buying behaviour. The UK economy’s current state has heavily burdened many companies across the country. The declining spending and tendency to save among consumers led to profit losses for many organizations, which have been predicted by experts to have long lasting effects (Ver Eecke, 2013: p82). Today, consumers are more aware of the pitfalls bedevilling spending above one’s means with improved financial education. This trend will portend challenges for marketers because the consumers now tend to do need evaluation, while also showing more selective behaviour in buying decisions. Thus, companies will be required to conduct a re-evaluation of marketing strategies with the aim of identifying effective was of product marketing, focusing on delivering value and meeting needs of the consumer (Chaston, 2009: p40). If the marketing