Going Global Advertising in the 21st Century Essay Example

Going Global: Advertising in the 21st Century Paper Going Global: Advertising In The 21st Century Jeromy J. Clark 06/14/2011 In order to remain effective, the advertising industry has to adapt to changes and trends in society. Because of this, the general pattern of advertising plans will appear to essentially mirror their target market, or a specific group of people in that society, from the picket-signs of years ago to the high-tech advertisements of the 21st century. There are a number of factors that come into play, each affecting the other as well as changes and trends in groups of people in society. Some of these factors are the culture and values of the target market, their use of technological advances, their degree of communication and connectivity, and the economic conditions of that group- just to name a few. Naturally, those factors in each group contribute to the same factors in society as a whole. By exploring the history of the advertising industry, one can identify the relationship between these factors, and how advertising plans have evolved as a result of adapting to changes in these factors. Several of these adaptations in the advertising industry have proven to be effective, and so have carried over, becoming characteristics of advertising strategies still widely used even in the 21st century. Changes in society such as population size, technology, competition, buying resistance, or otherwise, require that advertising methods and strategies adapt and evolve to ensure an adequate customer demand to support that business. This is how society and economics drives the development of advertising. Every population on this planet has an economic system, or mode of exchange. We will write a custom essay sample on Going Global: Advertising in the 21st Century specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Going Global: Advertising in the 21st Century specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Going Global: Advertising in the 21st Century specifically for you FOR ONLY $16.38 $13.9/page Hire Writer As populations grow, they have emerging needs, and businesses take shape to provide products or services to fill those needs. After a major hurricane hit Miami last year, Home Depot shipped in plywood from nearly every store in the southeast and still couldnt keep up with the demand. Profiting by creating natural disasters is, of course, the stuff of comic books and spy novels, but recognizing and satisfying unmet needs is the key tenet of the demand chain. When successfully leveraged, this focus on the demand chain as opposed to the more commonly-observed supply chain) can enable a company to grow its revenue by creating ‘insatiable’ demand (Emerald Insight Staff, 2004, p. 209) Those businesses will advertise in some shape or form in order to make sure that members of their population will come and get them. Economics has driven the growth of advertising since its earliest beginnings and has made it one of the hallmarks of the free enterprise system. (Arens, Schaefer, Weigold, 2009, p. 7) Advertising had been a way to influence customer demand, even years ago when at a barter-and-trade level economic system. Back when people lived in small communities, there was not a need for mass production or mass sales, and the only advertising necessary was within the earshot of their voice- but it was there. Economists and historians have determined that we experience major transitional shifts approximately every 200 years: transitions that alter economic structures, influence our culture and affect our personal beliefs and values. (Szukala, 2001, p. 10) During the preindustrial age, as populations grew, markets expanded and product demand grew with them. This growth revealed the need for advertising to develop as well. Arens, Schaefer, Weigold, 2009, p. 10) With the invention of the printing press advertising began to take the form of type in signs, posters, handbills, and newspapers. (Arens, Schaefer, Weigold, 2009, p. 12) The industrial revolution brought about urbanization, which drove businesses into mass production, which in turn led to manufacturers advertising their unbranded goods at wh olesale to retailers. (Arens, Schaefer, Weigold, 2009, p. 12) During this time, not many manufacturers advertised directly to the public, so it was up to the retailers to create a demand for their products. This brought about a new industry: the Advertising Service industry. In 1841 Volney B. Palmer bought ad space in newspapers at a bulk rate, and resold it to advertisers for profit. From there, more businesses sprang up to fill the need for an Advertising Service. In 1890, Ayer became the first ad agency to operate as agencies do today— planning, creating, and executing complete ad campaigns in exchange for media-paid commissions or fees from advertisers. (Arens, Schaefer, Weigold, 2009, p. 13) The onset of the Great Depression there was an extreme sales resistance in the overall population. Daniel Starch, A. C. Nielsen, and George Gallup had founded research groups to study consumer attitudes and preferences. By providing information on public opinion, the performance of ad messages, and sales of advertised products, these companies started a whole new business: the marketing research industry. (Arens, Schaefer, Weigold, 2009, p. 13) Advertising strategies then began to fo cus on the business brand, and what sets it apart from the others- the connotation being that its uniqueness makes it superior. This strategy worked well until the marketplace was filled with similar products claiming to be unique and better than the rest. Advertising in the 21st century is characterized by technological advances which are steadily pushing business boundaries toward a global economy. As technology becomes more advanced it becomes easier for people to communicate, and people are more connected to each other on an international (some prefer to use the terms â€Å"transnational† or â€Å"supra-national†) level. The rate of this trend rapidly increased when the fall of communism brought about the support of free trade in businesses and governments worldwide, and several regulatory changes have since been made, causing foreign investment and trade to be better received. (Bruyn, 2009, p. 181) For the most part, as a result of these technological breakthroughs and constant increase in the use of communication technologies and availability of information, the economy today is distinguished by globalization. (Perrons, 2004, p. 5) For example, where cell phones at one time were bulky and only being used in our cars, we now can easily fit them into our pockets and use them anywhere- even inside our homes. Because of this, several of us have even decided that an actual home phone line is pointless. (Green, 2010, p. 4) One of the latest advancements in cellular technology is the mobile hotspot, where one can connect several devices to the Internet from practically anywhere- literally a modem with the portability of a cell phone. Cellular phones are now on the market which can give your laptop an internet connection even while simultaneously talking on the phone. This degree of connectivity- the ability to talk to anyone, anytime, and anywhere in the world- while checking emails and instant messaging- undoubtedly facilitates a global economy. The growth of global firms has been dramatic. In 1970, there were 7,000 global companies in the world, and more than half of them were based in the United States and Britain. By the 1990s, there were 35,000 global companies. (Bruyn, 2009, p. 83) Consistent with this trend is a concept referred to as â€Å"glocalization,† which is essentially a combination of â€Å"globalization† and â€Å"localization. † Glocalization is a 21st century expression of the relationship between local society, and global society, in terms of â€Å"parts of a whole. † When this concept is applied to advertising, it allows for messages to deeply resonate with severa l local markets around the world, because people in those markets identify themselves as members of both. It gives advertisers a global reach, while maintaining a strong appeal to the individual in the market. HSBC has been a uniform brand ever since 1999, with its red-and-white logo featuring the colours symbolising happiness in many Asian cultures, while the multiple triangles provide dynamic semiotic material that can be, and has been, recombined in later campaigns. The oxymoronic strapline†¦ ‘‘the world’s local bank’’, was introduced in 2002. In 2004, the group shifted their advertising account to an international team of advertisers formed by one global agency, whereas it had previously employed a number of local advertising agencies. (Consumer Republic 2005 as cited in Koller, 2007, p. 116) Advertising in the 21st century makes it easy for consumers to make a purchase, often without even having to leave the comfort of their homes. This has an obvious impact on the advertising industry and businesses in general- provided, of course, that they are taking advantage of current technologies to promote their brand. It simply made it easier for both advertiser and consumer to prompt, initiate, and close a sale quickly. The rise of the Internet was revolutionary in advertising and marketing as a whole. With the ability to essentially bring a virtual store front right into the home of the consumer wherever they happen to be in the world, the advertising industry was changed forever. Many of us buy movies and TV episodes on iTunes or other popular Web sites. Many of us are also changing the way we get news and reading material by signing up for e-mail alerts, checking online news sites, and, most recently, using digital reading devices, or e-books, to download and read books, newspapers, and magazines. (Green, 2010, p. 5) All of these alerts, news feeds, and reading material provide advertisers with an opportunity and medium through which to promote their brand, products, and services. The 21st century brings about changes in the economic climate which call for yet another shift in advertising strategy. Now companies are realizing that their most important asset is not capital equipment or their line of products. In the heated competition of the global marketplace, their most import ant asset is their customer and the relationship they have with that person or organization. (Arens, Schaefer, Weigold, 2009, p. 19) In the now global economy, the population is so wide and diverse, that mass advertising campaigns are less capable of maintaining mass appeal. â€Å"Multiculturalism has become a central discourse in the contemporary marketing literature as marketers struggle to cope with the increasing diversity of markets. The trend towards globalisation of business strategies (encapsulated in the cliche; the world is a global village) has led many marketing practitioners to view the marketplace monolithically. (Rao, 2006, p. 15) How do you move a mountain? Steadily, and one rock at a time. Advertising efforts now have to begin specializing and focusing on specific areas of the population. The key to a company’s prosperity is the ability to attract and keep customers who are willing to pay for the firm’s goods and services. This means a company must be able to locate prospective customers; create products and services to satisfy their desires; and finally communicate that information in a way that resonates with them. (Arens, Schaefer, Weigold, 2009, p. 3) Rather than advertising with a mass marketing approach, managers began a practice that is known as market segmentation and targeting, in order to better appeal to the population, one slice at a time. Market segmentation is where members of the population are categorized and grouped according to common characteristics, and these groups are then sorted into market segments according to their likeliest to take an interest in and benefit from the product or service at hand. Targeting is the coordination and alignment of each advertising campaign so that it is appealing and attractive to members of a particular market segment. As it pertains to marketing in general, this market segment that efforts are focused on is known as a target market. As it pertains to advertising specifically, this market segment is referred to as the target audience. (Arens, Schaefer, Weigold, 2009, p. 95) The process of identifying their target market allows managers to evaluate the common characteristics of that group, assemble a profile and personality for the â€Å"ideal member† of that group, and then optimize their advertising campaigns in a way that resonates best with their target market. In other words, it allows managers to offer specific groups of people exactly what they want and need, in a way that is the most likely to get the intended reaction out of them. Businesses managers everywhere stand to gain an extremely high level of exposure taking advantage of 21st century advertising strategies, as well as develop a better lasting relationship with their customers. The result is increased customer satisfaction, more customer loyalty, a significant amount of repeat business, and a steady climb in the company’s overall profit margin. In truth there are very few businesses today that can not benefit from at least some degree of digital marketing – even if it is just providing a basic online brochure telling people what you do, and sending out the occasional update to existing customers via an e-mail newsletter or RSS (Really Simple Syndication – a way to retrieve updated posts or articles from a website automatically) feed. (Ryan, 2009, p. 20) Ne w technologies and mediums offered by this age of advertising vastly expand the depth of reach of advertisers- bringing the message right into the homes of consumers. Managers generally regard IT as only one of many possible investments that may benefit their firms. When they choose to invest in [information technology], they do so in the belief that such an investment will provide better returns as compared to other alternatives, for example, not investing or investing in other programs. (National Research Council Staff, 1993, p. 98) What’s more interesting is how new technologies of the 21st century make what used to be daunting and tedious processes quick, simple, and very user-friendly. Video marketing† has recently become the hot trend with internet marketing and advertising, with websites all over the web displaying flash videos and moving banner ads on their pages. According to Prelinger (2007), Though legacy moving image archives still perform the lions share o f preservation, most appear to have conceded leadership in access to Web services (YouTube, myspace. com video, Internet Archive, and dozens of others), most blithely unconcerned by questions of persistence, ownership, standards, sustainability, or accountability. Services of this kind powerfully engage younger media makers, enabling rapid (if visually degraded) access to a plethora of material, permitting personalized and networked tagging and annotation, linking contributors and users in increasingly complex social networks, and privileging remixing and recontextualization in ways that the typical PBS producer of the 1990s would have hardly imagined. (p. 115) Anyone can now have access to state-of-the-art video production software, and with a little and imagination, these openly available resources can transform any home office into an internet-based video advertising agency. Looking back over the years, one can clearly identify how technological advancements brought about changes in the culture and economy of society- both locally and on a global scale. As the application of these advances become mainstream in society, advertisers use these new mediums and tools to help reach the public sector in order to increase business. An advertiser’s ultimate goal is to turn as great a profit as possible at the least cost, in terms of time and money, and they have to adapt to changes in society in order to succeed, and many different strategies have been used- some of which are still used today. Such has been the driving force behind the evolving advertising plans that seem to mirror society- from the shouting to friends or passersby years ago to the high-tech advertisement strategies that we are familiar with in the 21st century. References: Arens, W. F. , Schaefer, D. H. , and Weigold, M. (2009). Essentials of contemporary advertising (2nd ed. ). NY: McGraw-Hill Irwin Bruyn, Severyn T. (2009). Civil economy : Transforming the marketplace in the twenty-first century. Ann Arbor, MI : University of Michigan Press Emerald Insight Staff. (2004). Marketing in the 21st century. Emerald Group Publishing Ltd. Retrieved from http://site. ebrary. com/lib/ashford/Doc? id=10149908=7 Green, Emily N. (2010). Anywhere : How global connectivity is revolutionizing the way we do business. New York, NY: McGraw-Hill Professional Koller, Veronica. (2007). The world’s local bank: Glocalisation as a strategy in corporate branding discourse. Social Semiotics, 17(1), 111-131. London, GBR: Taylor Francis Group, Ltd. National Research Council Staff. (1993). Information technology in the service society : A 21st century lever. National Academies Press. Retrieved from http://site. ebrary. com/lib/ashford/Doc? id=10055097=113 Perrons, Diane. (2004, January). Understanding social and spatial divisions in the new economy: New media clusters and the digital divide. Economic Geography, 80(1), 45-61. Prelinger, Rick (2007, Spring). Studies, archives and access in the 21st century. Cinema Journal. 46(3), 114-118. Austin, TX: University of Texas Press. Rao, C. P. (2006). Marketing and multicultural diversity. Ashgate Publishing Group. Retrieved from http://site. ebrary. com/lib/ashford/Doc? id=10211305=228 Ryan, Damian. (2009). Understanding digital marketing: Marketing strategies for engaging the digital generation. London, GBR: Kogan Page Ltd. Szukala, Brian. (2001). 21st century communication (Dossier 14). New York, NY: SciTech Educational. Retrieved from http://site. ebrary. com/lib/ashford/Doc? id=10040408=10

Once you have everything set up, you need to know that face painting requires patience. You have to wait until your painting takes place, as there is no way to speed up the process.

Once you have everything set up, you need to know that face painting requires patience. You have to wait until your painting takes place, as there is no way to speed up the process.Some of the best grad admission essays samples you will find on the internet. This is because many people are tempted to write their admissions essays by copy and pasting the same examples, hoping that it will work. However, this is a mistake that is often fatal when writing your own piece.By writing these essays, you are basically following in the footsteps of thousands of other people who have tried this method before you. Therefore, they have already proven it does not work.Instead, you should be using grad admission essay samples as a guide to what works. You should know that the best way to get into grad school is to demonstrate to the admissions committee that you are able to think critically, that you possess strong writing skills, and that you have the ability to convey information.Grad admissions essay samples will help you in this regard. You will find a wide variety of different examples on the internet.The use of academic writing samples is a great way to see how to craft your own essay. In addition, you will also learn from them how to use a logical structure to represent your own thoughts in an easy to understand manner.You can find these essays written by experts who already have published in the academic literature and have advanced in their careers because of their success in understanding basic principles and applying them to their writing. You will find that they do not simply copy and paste in one place the content from another.This is because they have learned what works from others and have gone to the effort of learning everything they can about this subject. By taking their advice, you can achieve this goal, too.The Use of Graduate Admissions Essay Samples As a Guide<|startoftext|> PARACOUNT 6 SENTCOUNT face painting ENDPARAMFace painting is actually a very old tradition in many cultures, but it gained popularity over the last several years. This is because face painting is much more fun and unique than most people think. In fact, it is no secret that people love to paint their faces to spruce up their appearance and express themselves, whether it is doing it to look cool, or just for the purpose of fun.Because face painting is such a popular activity, a lot of people are now thinking about having their own face painting booth at Halloween or any other special occasion where they can paint their faces. If you are wondering how to set up a face painting booth at Halloween, here are some tips that will help you succeed. If you follow these ideas, you should have no problem running a successful face painting booth.The most important aspect of setting up a face-painting booth is making sure that you have the right equipment. You need to make sure that you have some sort of proper canvas, which is a type of paint that will stick to you r face. You also need to have gloves, which should be very thick and comfortable.Another thing that you need to consider is that the front part of your booth needs to be well lit so that people will not be afraid to look at you. The light needs to be strong enough so that you can stay for several hours. In order to get the perfect amount of light, you need to have a spot that is covered with a tent. This way, the light is diffused throughout the whole area, and the persons will be able to see you as you are painting your face.

Analysis of an ideal governmen essays

Analysis of an ideal governmen essays Niccolo Machiavelli, the author of a well known political essay, The Prince, was a republican in Italy when his country was divided into city-states. He wrote this essay in prison, and tried to inspire the ruler to defend his country and maintain his power. Confucius, one of the greatest Chinese philosophers, wrote The Sacred Books of Confucius. In his essay, he taught his students how to be a virtuous ruler and how to set up a good example to govern his people. They both had some different opinions about human itself , the character of a ruler, and the issue of the punishment of the disobedient. While Confucius believed a virtuous ruler should make a good example for his innocent people, and reform or educate them to be the greatest follower and to be loyal to himself, Machiavelli thought that since all humans are evil, Confucius ¡Ã‚ ¯s idea of setting up a good example for the people would not changed the basic character of human being instead an experienced ruler should be feared from everyone when he appeared to be faithful for them. In Confucius ¡Ã‚ ¯ essay, he showed his love for all humans kind. He believed human nature can be good, that human beings are born with no given, definable nature at all and are therefore infinitely malleable. He stated that  ¡Ã‚ ° the virtue of the prince is the wind, and that of the common people the grass. The grass bends in the direction of the wind  ¡Ã‚ °(197). He compared human beings to the grass, who always follow their example or leader and go the same direction as he is. He viewed a human being as a natural creature whose nature could be explained causally in terms of impressions coming from the environment. By the meaning of the following, Confucius believed human nature also can be taught. It can be changed from evil to good, from dishonest to upright. When his student asked him  ¡Ã‚ °what more shall be done for the people? ¡ He replied  ¡Ã‚ °enrich them!...

Global Market Research Case Study Analysis Example | Topics and Well Written Essays - 1000 words

Global Market Research Analysis - Case Study Example The turnaround was masterminded by two employees who decided to work without pay and their efforts were rewarded when S/M Architects won the competition for the aquatics facility for the Canada games. Buoyed by the success of sports complex design and construction, Sperry Architects now wants to enter into new markets. According to (Keegan 2013) firms enter into new markets to increase profitability, stem inherent risks in the home market and therefore ensure long term business stability. With economists predicting a recession in 1989 and local competition heating up it is clear why Sperry Architects wants to enter into a new market. Entering a new market comes with substantial risk, challenges as well as opportunities (Moschis, 1994). Sperry/MacLennan Architects is seeking to enter a new market and must therefore conduct a thorough market research and analysis to increase its chances of success in the new market. In this case S/M Architects must pay close attention to the following. It is imperative that S/M defines the target market it intends to satisfy and the opportunities for growth. Entering a saturated market might not offer many new opportunities. It is also important to identify gaps in the market and weigh the current players in the market while paying close attention to their strengths and weaknesses. Beall (2010) notes that laws regarding business practice vary from province to province as well as country to country. Tax laws as well as well as amount of profits which can be repatriated back home are key issues which should be taken into consideration by S/M Architects before venturing into new markets. Understanding the market dynamics and consumer behavior of the target market is crucial to the success of any firm with intentions of expanding into a foreign market. Cultural beliefs shape the consumption patterns in new

Critique an article about patient with bipolar disorder Research Paper

Critique an article about patient with bipolar disorder - Research Paper Example On one hand, there are those people who, although they have bipolar disorder, accomplish so much in their lifetime and become historical landmarks. Conversely, bipolar disorder can interfere with the psychosocial functioning of certain people, thus making it difficult for them to carry out normal daily functions. In their work, Functional Outcome in Bipolar Disorder: The Big Picture Levy & Manove (2012) seek to gain more insight into the functionality levels of people with bipolar disorder. This essay aims at critiquing the work by Levy & Manove and analyzing the validity of their arguments. In their work, Manove & Levy (2012) aim at explaining the causes of negative functional outcomes among people with bipolar disorder, in addition to proposing mechanisms for reducing this deficiency in functionality. To this end, the authors succeed in explicating how people with bipolar disorder are unable to function properly. The authors do this by looking at a number of issues affecting bipola r people. The causes and triggers of bipolar disorder are often a debated topic among experts in this area. Some suggest that the condition is inherent, while others suggest that the condition is acquired from life experiences. ... Nonetheless, the authors argue that people with bipolar disorder experience more emotional instabilities than normal people, in addition to poor premorbid functionality. The authors successfully inform the reader about the various difficulties faced by people with bipolar disorder. For example, as Levy & Manove (2012) write, studies have shown that bipolar disorder affects the functioning of the brain, through a process in which the high stress levels reduce the volume of the prefrontal lobe, and an increase in the lateral ventricles. Essentially, severe illness leads to cognitive dysfunction, which then worsens the functioning of people with bipolar disorder. According to Levy & Manove (2012), studies show a positive correlation between cognitive deficiencies and the severity of illness among people with bipolar disorder. The authors suggest that changes in moods may affect verbal memory for bipolar people. If the mood changes are too frequent, then it may lead to psychological stre ss for the person with bipolar disorder, thus contributing towards the formation of neurotoxins which lead to the degeneration of the neurological and cognitive functions in the body. It is often reported that people with bipolar disorder often exhibit abnormally high levels of anxiety, as compared to normally functioning people. In this respect, Levy & Manove (2012) write that the more severe the illness, the higher the anxiety levels among bipolar people. Extremely high anxiety often leads to early onset of mania, addiction to substance abuse, and higher chances of suicide among bipolar peoples. The authors, therefore, argue that anxiety often leads to cognitive impairments among people with bipolar disorder. The argument advances

Accounting and Bookkeeping Services Marketing Plan Essay Example for Free

Accounting and Bookkeeping Services Marketing Plan Essay Marketing Vision Sorcerers Accountant will fit the needs of transitional small businesses, dealing with the growing pains of leaving an owner-operator model to hiring employees and expanding. These clients will see that Sorcerers Accountant is competitively priced, both compared with the market and with the substitute option of hiring their own bookkeepers. Clients will see that Sorcerers Accountant is extremely flexible and scalable in a way that in-house bookkeepers cannot be. To move forward with this new business line, Sorcerers Accountant will make the bookkeeping services the core of its business and a source of leads for its additional accounting services, rather than the other way around. Over time, as this transition happens, the marketing plan will be revisited to see how these clients can be better used as a source for referrals and more business. See more: The Issues Concerning Identity Theft Essay Goals Sorcerers Accountants goals include Personal, Marketing, Business, and Client Satisfaction goals. They are: 1. Personal To reduce the time spent on the business by Max Greenwood to a more sustainable level over a few years and to achieve professional recognition 2. Marketing Generation of large numbers of leads and press mentions 3. Business Expand sales significantly over the next three years 4. Client Satisfaction To achieve a high level of very satisfied clients Purpose Sorcerers Accountant seeks to provide a full suite of tax and management accounting services for small businesses in Chicago, Illinois, allowing business owners to not only save money over in-house accounting and ensure their compliance with tax laws, but to make valuable management decisions from their numbers. Picture When clients come to Sorcerers Accountant, the frustration of dealing with in-house bookkeepers and low-quality providers will recede. Clients will be given the time to have all of their questions answered and valuable accounting and systems advice will be given even in the initial meetings. The client will quickly understand that Sorcerers Accountant will scale their services to meet the clients needs and can add to those services as the clients needs change. They will understand that they are not entering into an onerous contract and that the cost of getting started is low. The client will be delighted the first time they receive a thank you card and small gift when theyve made their budgeted numbers for the quarter. At this point it will truly sink in that Sorcerers Accountant has their bookkeeping and accounting needs covered and that they can put away any worry that this area will be a weak link in their business. Gap Dashboard Weekly measurements of key metrics will be averaged for each month and entered in the Gap Dashboard. Personal goals will be tracked by Max Greenwood directly to make sure he is moving towards both professional recognition and a sustainable work/life balance. Marketing goals will be tracked by the CRM system and business goals will be tracked by QuickBooks. Client satisfaction numbers will be derived from the survey providers database. Whether numbers are met or not, the news will be shared on a monthly basis with the entire staff, with congratulations and discussion as to what is going right as well as a look at what is going wrong and how it can be rectified. These reports will be shared in full with the bookkeeping program manager and partially with the bookkeepers. Ideal Customer The ideal customer for Sorcerers Accountant is an owner of a very small business. Having launched within the last few years, the customer has just hired his first employee. The bookkeeping work (accounts payable and receivable, payroll, bank reconciliations, tax preparation) that the owner did for the first few years is taking more and more time and is holding him back from working on sales, marketing, and strategy for the business. The new employee has been hired to handle more of the technical work of the business, not to do bookkeeping. However, when considering the type of bookkeeping help he can afford, the customer realizes that a ten-hour-a-week employee would most likely be a student or low-skills worker who would require a great deal of training. The customer is put off by the idea of spending a great deal of time training such an individual, who may leave within a year (or even less) due to school schedule changes or finding a full-time job. He realizes that keeping the books correctly is important work, but because he understands his own value to the business, his knows his time is better spent elsewhere. He might then begin to search for professional bookkeeping options that can offer just a low-level of support by doing his own research and asking other business owners he knows. Market Description The small business accounting market consists of virtually every small business in the United States. As businesses grow larger than one person sole proprietorships, they generally require expert help with at least their tax preparation, and often with additional bookkeeping and accounting services. Even many non-employer sole proprietorships will use accounting help at some point. While some small businesses hire bookkeepers or CFOs directly, many successfully outsource these types of services. The market for Sorcerers Accountant is small businesses in the city limits of Chicago. This will represent approximately 85,000 businesses in 2010. This market can be subdivided into three groups: Non-employer firms: Without employees, these firms do not have many of the concerns of larger businesses. However, the owners must be vigilant to protect their own tax liability and sort out how their personal and business tax returns intersect. These firms are generally buyers of QuickBooks services and tax preparation services. As they grow, this group becomes ripe for outsourced bookkeeping services before they can hire a full-time in-house bookkeeper. Very small businesses: Defined for our purposes as businesses with 2-10 employees. Made up of businesses that are designed to stay small and those which are growing through a phase, these businesses require payroll services, bookkeeping, and tax preparation. They are concerned about losing control, but can generally be convinced of using outsourced accounting and bookkeeping with cost analysis. With the stakes higher, these businesses can make greater use of management accounting services, especially as most cannot afford a dedicated CFO. Many do not need a full-time bookkeeper, but can made due with part-time help, which limits their hiring options. Other small businesses: Defined for our purposes as businesses with 11 to 99 employees. Many of these businesses will have some in-house financial management and bookkeeping help. However, they may be able to save money by outsourcing these services as they are not generally core to what the business seeks to do. These businesses may be comfortable with their situation as a cash producer for their owners or intent on g rowing or positioning themselves for sale. Remarkable Difference Sorcerers Accountant offers the flexibility and low rates of an in-house bookkeeping employee, while providing all of the training, oversight, and deep knowledge of a Certified Public Accountant. Differentiators Sorcerers Accountant will achieve a competitive edge among Chicago bookkeeping services due to its combination of CPA oversight with lower-level, inexpensive labor to solve the specific problems of small business owners. Clients will receive the advantage of having a CPA review their books and propose additional advice when appropriate, while not paying much more than they would to hire their own part-time bookkeeper. This is not an inimitable competitive edge, but the market in Chicago is significantly large enough to allow for the success of Sorcerers Accountant with this strategy. Large firms ignore the small business market because they are better positioned to serve larger businesses. They are unlikely to imitate this strategy as they will find it difficult to convince small businesses that they can offer services which are affordable to them.

Relationship of Washington Square to Henry Jamess Other Novels :: Washington Square Henry James

Relationship of Washington Square to Henry James's Other Novels According to Bette Howland in "Washington Square, the Family Plot," the idea that Henry James should leave Washington Square out of his New York Edition, is "a fitting irony" in that "like Dr. Sloper in the novel, James disinherited his heroine; [and] cut her out of his will" (1). Although James might have wished us to treat Washington Square as an orphan, an outcast, a black sheep as compared with its "better" relatives, Howland's essay quite clearly establishes a familial link between this and James's other, more famous works. As Howland says, "Not only is Washington Square, though disowned, a member of the family--it is the original, the mother lode" (1). Howland begins her analysis by looking at how James took an anecdote given to him one night at a dinner party and made the "tale purely American." To Howland, the very location of Washington Square stands for James' perception of "the stifling provincial life of America" in that it is "the object of Morris' aspirations; the prison of Catherine's confinement; the seat of the Doctor's power (sic)" (16). By confining the characters to the small world of Washington Square, says Howland, James created a "closed system" in which he could work his irony most effectively (5). She also notes how James changed the simple anecdote into an ironic contest of wills. He made the father the "heavy" rather than the fortune-hunter, and he made the father a scientist, a "scholarly doctor" so that he fit in with the American values of earning an income (or seeming to), and appreciating science (Howland 3). Howland also does an apt comparison of Washington Square in relationship to James's other novels by pointing out how he frequently talked about love in terms of the financial. As Howland says, "[With James], there's never enough [love] to go around; one person's gain is always another's loss" (7), and money is quite commonly involved in the equation. In addition, James has another system of economy that is always at work in his novels. As Howland says, "at the beginning, the good heroines are all in the dark," but "by the end, they are the only ones who see" (15).