Animal Testing Should Not Be Banned - 1786 Words

Should animals really be used for practicing medicine, cosmetics, and diseases that only inflict pain and suffering on them? Animal testing is controversial because scientists believe that the tests are doing a good deed to society by using animals to test products that may not be safe to humans, but animal testing is an inhuman practice and is animal abuse. The animals that are being used for the testing are the ones that do not cause harm to us and even help balance the ecosystem such as rats, rabbits, cats, snakes, cows, sheep, etc. Animals should not be used in this manner, there are much safer uses that can benefit humans that do not allow animals to suffer in such ways. Dogs and cats make great family house pets, cows provide us with dairy products, rabbits fertilize and graze the grass, and so on and so forth. So why do experimenters feel that it is okay to take them from their natural habitat and perform procedures that do not guarantee results? First of all, researchers us e animals for all sorts of vaccines and medical testing. This results in mutations and infertile offspring along with other complications. Farm animals are the biggest victim when it comes to mutations in their offspring. Researchers are trying to improve food products by remodeling how farm animal’s reproductive systems work. â€Å"Cows, which normally bear one calf at a time, have been retooled to have twins and triplets, which often emerge weakened or deformed, dying in such numbers that evenShow MoreRelatedShould Animal Testing Be Banned?844 Words   |  3 PagesShould animal testing be banned? Nowadays, a lot of animals has been tested on a range of experiments over the world. You could be supporting animal teasing cruelty without knowing it. Have you ever check if there’s animal testing on the cosmetics before you buy it? Today, a lot of cosmetics has been testing on helpless animals and there are about 1.4 million animals die each year from animal testing ( CatalanoJ, 1994). Most of the experiments that are completed in the laboratories are very cruelRead MoreAnimal Testing Should Be Banned880 Words   |  4 Pagesdepending on animals testing. Therefore, if people talk about laboratories, they should remember animal experiments. Those animals have the right to live, according to people who dislike the idea of doing testing on animals; the other opinion, supports the idea of animal testing as the important part of the source of what has reached medicine of the results and solutions for diseases prevalent in every time and place. Each year huge numbers of animals a re sacrificed for the science all these animals, whetherRead MoreAnimal Testing Should Be Banned776 Words   |  4 PagesAnimal Testing Should be Banned  ¨Over 100 million animals are burned, crippled, poisioned and abused in US labs every year ¨ ( ¨11 Facts About Animal Testing ¨). Imagine if that was someones animal getting tortured in labs just to test things such as beauty products and perfume. Animal testing was first suggested when,  ¨Charles Darwin evolutionary theory in the mid 1850s also served to suggest that animals could serve as effective models to facilitate biological understanding in humans ¨ (Murnaghan)Read MoreAnimal Testing Should Not Be Banned940 Words   |  4 Pages1). Over 100 million animals are burned, crippled, poisoned, and abused in US labs every year. 2). 92% of experimental drugs that are safe and effective in animals fail in human clinical trials. (DoSomething â€Å"11 Facts About Animal Testing†). There are currently no laws combating the testing of cosmetics on animals, but the practice is harmful and must be ended. As evidenced by the statistics above, millions of animals are tortured and murdered in the United States every year for virtually no reasonRead MoreShould Animal Testing Be Banned?1665 Words   |  7 PagesTesting Cosmetics on Animals Companies around the world use animals to test cosmetics. Animals, such as rabbits, guinea pigs, hamsters, rats, and mice, are used to test the effects of chemicals on the eyes and skin. While animal testing is not mandatory, many companies use it. About Cosmetics Animal Testing by the Humane Society International talks about the different options companies have that do not require the cruel use and eventual death of animals. The article also talks about the overallRead MoreAnimal Testing Should Not Be Banned1572 Words   |  7 PagesAnimal Testing Every year, over two hundred million innocent animals are injured or killed in scientific experiments across the world. Of those animals, between seventeen and twenty million are used in the United States alone. It is said that an animal dies in a laboratory every three seconds (Animal Testing 101). Those in favor of animal experimentation say they are taking animals’ lives to save humans. It is not necessary to subject animals to torturous conditions or painful experiments in theRead MoreAnimal Testing Should Not Be Banned1581 Words   |  7 PagesAnimal testing is being used by different organizations all over the world to prevent specific diseases, especially cancer. Americans see animal testing having a harmful effect but it is one of the main reasons why society has most cures for some illnesses. This topic is important because people need to know what goes on during animal testing and why it is very beneficial. Animal testing needs to be used to find all cures. Some ani mals such as chimps/ monkeys have 90% of the same DNA humans haveRead MoreAnimal Testing Should Not Be Banned1721 Words   |  7 Pages † Today, more animals are being used in experiments than ever before: around 100 million in the United States alone† (3). Animal testing is now an international issue, and it is becoming a major story. Currently, animals are often used in medical testing, make-up testing, and other consumer product testing. Animals used in such product testing are often abused and suffer from serious side-effects. Animal testing can be painful for the animals, testing results are usually not even useable forRead MoreAnimal Testing Should Be Banned1364 Words   |  6 Pagesbenefit. Using animals for these experimentations usually does not come to mind. Animals are often abused, suffer, and even die during laboratory testing for the benefits of people to make sure medications, household products, newest procedures, and cosmetics are safe and effective for human use. Humans have benefited from animal testing for years while these animals suffer consequences with no positive outcomes for themselves. Even if a product or procedure is deemed successful, these animals are frequentlyRead MoreAnimal Testing Should Be Banned Essay1632 Words   |  7 Pages Animal Testing Should Be Banned Throughout the decades, animals have been used in medical research to test the safety of cosmetics including makeup, hair products, soaps, perfume, and countless of other products. Animals have also been used to test antibiotics and other medicines to eliminate any potential risks that they could cause to humans. The number of animals worldwide that are used in laboratory experiments yearly exceeds 115 million animals. Unfortunately, only a small percentage of

Personal Statement My Life - 1734 Words

In my past I was constantly striving for achievements, whether it was school, music, or good deeds in general, I wanted to be the best and stand out. This was not because those things gave me a sense of personal satisfaction, but rather it was because I wanted to finally be good enough for my dad to be proud of me or for my mom to take an actual personal interest in who I was and not what I could provide for her. By the time I had moved across the country to go to college and to, frankly, begin writing a new chapter in my life, I could name this struggle and recognize situations that would perpetuate this struggle. But by then the cycle had been set in motion. I have just recently come to a point in my life where I am more likely to not be as ashamed or self-defeating if I do not succeed or sacrifice as much as I used to. However, with that said, there are still areas in my life that would benefit from change and growth. I would like to be able to feel fulfilled in life and not have that fulfillment come from feeling like I have to constantly please others. I would also like to be able to better deal with the pressures of life before I send myself spiraling into a whirlwind of bad thoughts or seasons of depression. I most definitely believe that these goals can be brought about by personal change and counseling. Section Two: Counseling Theories Theory One: Psychoanalytical Therapy Focus. If I were to go to counseling and a psychoanalytical approach was taken, the focusShow MoreRelatedPersonal Statement : My Life998 Words   |  4 Pages Personal Statement ï » ¿ ï » ¿ ï » ¿Ã¯ » ¿I was born in the historical city of Patiala, town in northern part of India. All my ancestors right until my father have been businessmen. Due to early demise of my Grandfather my father had to take over his clothing business in his early 20 s. He could not complete his studies due to responsibilities he had toRead MorePersonal Statement : My Life Essay1217 Words   |  5 Pagesreplaying in my mine, â€Å"Promise me you won’t tell anyone,† and I did that; without hesitation, I promised. Overwhelmed with emotions that are churning through by body, I’ve realized that I’ve just made a statement that consequently, I would grow to regret. Feeling bemused and as though I can barely breathe, and knowing that I will betray her, the decision is made. Every part of my being knows that I must find him; at her expense. Childhood was a joyous time. Having had amazing parents who were my roleRead MorePersonal Statement : My Life848 Words   |  4 PagesOne day I was going through my Facebook profile, and I recognized I was friends with five hundred and eighty people. I was dumbfounded by the great number of individuals I am associated with through my profile. I went through the list to identify several people who I have never met in real life. Most of them were schoolmates, college mates and individuals I had mutual friends with. I was Facebook friends with a majority of them, just because we were part of the same organization. I went to the sameRead MorePersonal Statement On My Life876 Words   |  4 PagesTo me, my life stories are my adventures. However, to some; they are just life. I believe that certain events in my life have not only shaped who I am, but have helped construct my values, and me as a person. My life started off differently that what most people would consider the normal. In t he beginning on my life, my dad was not there for me virtually at all. However, over time he came around and regained his position as the father figure in my life. I lived in Protection, Kansas for theRead MorePersonal Statement : My Life975 Words   |  4 PagesMy life in America started with a couple of unfortunate events that changed me profoundly. In the first six months in this country, I learned to be resilient, innovated and decisive. Thanks to those experiences I was prepared to achieve my American Dream. Before I moved to this country, I was a studious girl, that owned a small cloth shop in a town in the middle of the jungle. I could only dream of having a successful career. It was very unlikely that a girl from the Choco, the poorest and leastRead MoreMy Personal Statement On My Life869 Words   |  4 Pagescrazy how a minute detail can change the entire outcome a situation. Life has many hardships, I for one believe that it is these hardships that shapes us into what we are today. I was about ten years old but had the mentality of a four year old boy. Mostly cried when I was denied a toy or grounded for being mischievous. Like every other week I would grind my way into emotionally blackmailing my parents to allow me to go to my friends place and then go the extra mile to stay as long as possible.Read MoreMy Personal Statement On My Life878 Words   |  4 PagesOne day when I came home from school, I wanted to say hello to my step dad but he was in the shower. Therefore, I went straight to my room without saying hello to him. After a few minutes I heard the shower turn off in the bathroom. When he opened the bathroom door I heard him yelling my name, so I quickly ran to him to see if he was ok.When I saw him he told me he did not feel good and could not walk. I told him to stop playing around because he always joked about his health. But he told me he wasRead MoreMy Personal Statement On My Life918 Words   |  4 Pagesreceiving my associate’s degree in applied science. My journey to obtain my associates has not been easy. Nevertheless, I am accomplishing my goal and over the moon to be doing so. I did not plan to get my associates, I had originally planned just to bypass it completely and move on to get a bachelor in biology, however my health had other plans in mind. My health complications forced me to change my perspective on my life and to reconstruct how I prioritized everything in my life. My dream is toRead MoreMy Personal Statement On My Life945 Words   |  4 Pagestennis practice, I saw my parents talking to each other in the same room; which was unusual, considering they have not spoken with each other since their divorce, and typically begin to argue when they communicate. They told me to have a seat on the pew of my piano because they had something important to address. My father had opened the conversation with one question: Do you know what you re going to do when we re no longer here to support you? I sat there contemplating what my answer will be, butRead MoreMy Personal Statement On My Life1110 Words   |  5 Pagesthrough the plethora of papers sitting on my desk, hoping to find the career pamphlet that tells me who I am and what I am supposed to be doing with my life, I realize that no one other than myself can answer â€Å"Who am I? Who am I in the process of becoming?† As I begin to map out my future in accordance with my interests and career g oals, I realize how lending a helping hand and acting as role models for others have been an essential part of my daily life. I aspire to impact the lives of others, as

Marketing Planning Consultancy Report for Fairview International Free Essays

string(39) " young males who want to play on line\." During the late nineteen nineties, a thorough strategic review of the British Junior Chamber of Commerce was conducted. It is a kind of parties and charity events Junior Rotary   that has a distinctly retro feel to it, one of the reasons why it had lost 80% of its members (or customers and market share) over the previous twenty years. Its members were usually in their 30’s, so it was no longer junior at all! Radical approach was taken by the officers of the said group while others simply rearranged the chairs on the deck of the Titanic as the ship continued to go down. We will write a custom essay sample on Marketing Planning Consultancy Report for Fairview International or any similar topic only for you Order Now One of the features of this organization was international twinning where the members visit friends in a foreign chamber bi-annually and vice-versa. It was proposed that the organization become a travel company primarily to see bands like Robbie Williams, Coldplay and James Blunt play in other countries. Low cost flights were becoming popular and if you could stay at your twin organization members home (and they yours) you then had a very low cost international travel model with a purpose ‘the big gig’. This delivered to a young person’s sense of ‘having a good time’ having traveled far to rock festivals in my youth. But this was revolution for this retro organization whereas the more conservative members of the organization proposed an evolutionary model that was accepted. Perhaps predictably it continues to decline and I and others remain convinced that my prescription was an effective one! The aims of the organization have been defined in the widest possible terms in effect ‘offer a service to young people containing real features and benefits that they would instantly perceive to have value and relevance in return for a fee’. It is surely obvious that any service offer has to change with the times. Welfare state spending may reduce the need for charity or terrorism the appeal of travel, never mind that, new young adult generations will always look to find new ways to irritate older people. Digital Technology has revolutionized this landscape (Generation X, 2000). In this short piece of work, I, as the consultant, challenge Fairview to look at their product offering in the broadest possible terms too. When they use the term gaming, it should simply mean fee generating play. For instance, I think many young men (and women) in the United Kingdom would like to play for the English soccer team. It should be perfectly possible to design and offer a paid for interactive Information Technology game where you join a team, play well and are transferred while you play against other teams with team members located all over the country on your mobile phone, timing runs, tackling, and making passes and shots in real time on the screen. It is this soccer offering where the United Kingdom has the best product in the world I have focused on, as United Kingdom consumers pay to receive live soccer currently. It is both then the dominant market segment for gaming potential as well as the easiest to charge a fee for. This then should be the aim for Fairview. To understand what young people want and harness the technology to deliver a new concept that will sweep the market. This is all some distance from the traditional ‘bookie’s’.   Fairview uses the name ‘chain’ to describe this market entry. Chain is the right term, but not as in the old ‘a chain of bookie’s ‘but by building customer databases linked by profitable repeat fee based gaming interests for rapid team game building. This is as near to a mission statement as my proposal needs. Proposal While on the one side the United Kingdom seems a perfect place to offer gaming services as a wealthy secular modern society with no overt proscriptions, the reality is that this protestant country has some of the same forces at play as the puritan founders of the United States of America that influences proscriptions against gaming there. Millions of British used to admit to only gambling once a year on ‘The National’ the Grand National Steeplechase. Bookie’s were scruffy smoke filled pits of dysfunctional people all too often Catholic immigrants from Ireland. Relatively well educated, if you asked the British why they didn’t gamble they’d say ‘it’s a mugs game’ and ‘get rich quick schemes’ only work for the amoral founders of the idea. They would prefer to ‘gamble’ if that is the appropriate term on the stock market where legitimate gains could be made by using the thirds party services of good corporate management to ensure a comfortable retirement. If you look for further evidence of this, it is well known that no Casino will open in the United Kingdom, unless there are large numbers of potential ethnic Chinese gamers living nearby. They will not get rich on United Kingdom consumers, indeed may not even break even (The Independents Britain’s new cultural entrepreneurs, 1999). .But times change, and just as the stock market now offers a diverse range of derivative instruments, so does gaming. The popularity of the English Premier League has lead to the spread betting phenomenon. If the top teams usually win, the margin of victory is far less certain and this also has lead to greater volatility and margins of gains and losses or in other word exciting risky behavior. The United States legislation against on line gaming was an initial set back as the United Kingdom based organizations were generating   lot of business in for instance interactive Poker games (People before structures, 2000). B.   But clearly there now offers the same kind of opportunity for Fairview that stem cell researchers enjoy in the United Kingdom’s less judgmental society in other ways, so familiar to the Americans, but what exactly is it?. Technology has changed consumer markets especially for young people fundamentally. Living in a poor third world town in a poor third world country there are dozens of internet shops catering for young males who want to play on line. You read "Marketing Planning Consultancy Report for Fairview International" in category "Essay examples" The cell phone here predominates and conversations have to be broken mid sentence to give the phone its precedence. These are new networks just waiting to be more completely, competently and commercially exploited. In the United Kingdom, most homes have internet cable bundled with telephony too and children dominate their use. For those who think that the internet is a marvelous utility for expanding the mind with information, the reality is that it is pornography that dominates commercial transactions on the web. People are quite happy to sign up to a site that suits their sexual taste and this has hastened the demise of the printed word if pornographic magazines were more likely to venerate the picture rather than the accompanying narrative. This all simply demonstrates that people will pay a fee to use IT if you give them what they really want, in this instance, sex! To refer back to my opening, I realized that the Junior Chamber had other problems too in gaining new young members. People often didn’t want to move around to get together any more, given the twin threats of urbanization traffic clog and personal security threats. At their office was the ideal tool to ‘blog’ instead. Tools like Microsoft Messenger meant that you could now have an interactive real time conversation. Add a web cam and this is the modern equivalent of the ‘whist drive’ or poker games my parent’s generation but enjoyed without the need for a meeting place. Property in the rich and crowded island that is the United Kingdom is notoriously expensive to buy or rent. How very convenient! The question then to ask is, given this new digital societies’ range of extensive interactive tools, what will the young people move onto once they tire of their mostly violent and speedy games? Gaming defined as a competition where you place a stake and back your skill has to be the obvious move once these kids are working and have more money in their pocket. The opportunity is obvious. But will Fairview be sufficiently visionary to spend marketing resources on creating this market? To do this, their initial key goals will include setting up the soft infrastructure. They will have to work with key influencers (for instance game designers) and agents (like MySpace) and the Premier Football League as well as build a formidable technical offering, but they will be pushing against an open door in terms of consumer desires. They must design a proprietary brand and a tightly drawn patent to protect themselves at least at the outset for competition, unless they are not prepared to spend enough marketing funds on this to ‘go it alone’ and would rather share the burden with competitors in the hope that there is enough business to keep everyone happy. Observe the English soccer on Star Sports in Asia. It will be noticed that they urge customer to use their cell phones to make score predictions and so of course can build up a data base of cell phone numbers that send the predictions in. Many of these Asian English soccer fans have never been to a real English game. They are a perfect target to form virtual soccer team similarly with the virtual manager games. In a sense Star Sports and its competitors are ‘ahead of the game’ but they don’t recognize what they’ve got yet nor how best they can leverage it. When the term ‘clicks and mortar’ was first coined in the nineteen nineties it seemed pretentious, but in fact it was ‘right on the money’. It seemed that consumers wouldn’t buy some things unless they’d seen them first. The feel of something is important. It transpired that Amazon were very good at selling Information Technology, books and records all not particularly visual or tactile and we would buy holidays and flights on the net for the same reasons, but when for instance it came to clothes, a regional superstore may be needed to view the goods closer at hand. Since that time memory has got cheaper and virtual reality less virtual, and this has become a little less of an obstacle. What about the social environment though?. People will be free to play these games in public arenas with adjacent fellow players. It just need not be that way. Of course, younger people have sometimes never even thought about this although malls around the world seem to still be full of them. There is evidence too that many people gravitate towards social situations such as ‘the bookie’s’ provides. Where then in the product offering should we place these components? It seems to me that an internet gaming company should product test a real life regular forum for their customers. An organization was set up by Tony Blair, the former United Kingdom Prime minister’s advisor on future policy trends called DEMOS. It was a centre left policy think tank. Most of the action was in far away London but once a year they would hold an event in the north in Liverpool. It is this kind of customer sensitivity that internet offerings have to master, designed as they all too often are by tech ‘geeks’ who are rarely ‘people persons’. An annual conference of soccer gamers could be highly viable and entertaining for them off season. In one article by Demos, they put the spotlight on Generation X the first internet generation to reach adulthood. This was in some ways a fundamentally different generation. They were found to be the first generation that had synthesized their social needs inside their heads and home, whereas previous young adults would head off down ‘the pub.’ The bedroom of the average young person in the United Kingdom is now an entertainment and communication zone, a little like the bridge of Star Trek! The recent purchases of social networks like that of MySpace by Google tells us something about their utility for attractive targeting both by advertisers and the future tech offerings that Google is rumored to be announcing soon in the cellular communication area. So far I have mostly referred to the internet, but clearly relatively few people can receive this via 3G right now and these services are expensive (but there is an opportunity there for Fairview too). It is clear that in the technical mix a formidable proactive customer services 2G offering should be launched as well, as we all know that these 2 and 3 G phones are no longer just phones but in some way an extension of the identity of the individual. Where this would all lead in terms of software development I don’t have the expertise to predict, but Fairview would surely need their own in house team of software developers. Opportunities for as ubiquitous a product as interactive soccer would clearly show themselves rapidly in both mainland Europe and South America where soccer is king, and later, globally! The beauty of technology of course is that this can be all run from just one location. Adjacent opportunities will be available too for the skill and experience built by the Information Technology department to be applied elsewhere. There are many customer services functions in the United Kingdom where good staff could be poached for a more interesting job This leads to the subject of Brand. Clearly few can tell the Americans anything about brand building. In consumer markets, brand is king and so internet and 2G advertising with product offers would be essential. I repeat that endorsements by top soccer players of the interactive paid for soccer gaming would too be essential if that were part of the offer. It should too watch how Google addresses the market in its next move as that organization seems to have a good feel for the youth/it/ commercial landscape The action and execution plan would be carried out most effectively by well trained and motivated new young people to Fairview that have bought into this concept as they will sell/merchandise it with real enthusiasm at retail software purchase points. This will be a sales force with all the traditional activity goals, daily targeting etc. A key account manager will set up the contacts with the key partners MySpace, YouTube, etc. and Star Sports and the Premier League to set up the delivery networks, but it will be the marketers that will likely make the most impact by leaflets in the appropriate magazines, advertising boards at soccer grounds, cell phone text message advertising etc. A pre offer tease roadside board adverting campaign could be useful but as this will be a tech offering a key initial task would be to build a potential fee gamers data base by garnering cell phone responses to advertising. The mining of this cell phone response consumer data base should be a key task of an in house customer services team with specific goals to be achieved. Conclusion It can be concluded from the evidence above is that there is a real opportunity to move things on commercially in the tech gaming space and thereby move away from the traditional bricks and mortar gaming concept. This is of course already well under way, but the surface is only being scratched in terms of potential as large sections of the community don’t game (gamble) at all as the offer has yet to be put in the right way. This is the right way and indeed many of the tools look already to be in place, if greater use of 3G would be a slight advantage. Much of the above proposal is already out there like United States interactive basketball and I’m sure that Fairview know this, but they could crucially deepen the level of interactivity with a virtual FA Cup played by thousands around the world with a trophy handed to the winners before the real FA Cup Semi Final and real players ‘guesting’ on line in teams. This ‘hype’ or real celebrity based excitement, a mix of reality TV and virtual reality could gain many millions of subscribers paying per game regularly ‘on line,’ or even women (or men) aspiring to dinner with David Beckham, indeed make such a sea change in the commercializing of ITC that this becomes a legendary ‘breaking of the mould’ enterprise, the ‘final straw’ that opened the door for a fee based gaming enterprise to ‘clean up’. It simply remains then to be seen whether they will have both the vision and resources to turn this into such a lucrative reality that one day soon it will be as playing a pivotal role in redesigning post modern civil society as well!. References Generation X   – Demos   UK 2000 Handbook. 2007. http://www.rjca.org.uk/docs/Handbook_A.pdf People before structures – Demos UK 2000 The Independents Britain’s new cultural entrepreneurs – Demos UK 1999                      How to cite Marketing Planning Consultancy Report for Fairview International, Essay examples

Marketing Planning Consultancy Report for Fairview International Free Essays

string(39) " young males who want to play on line\." During the late nineteen nineties, a thorough strategic review of the British Junior Chamber of Commerce was conducted. It is a kind of parties and charity events Junior Rotary   that has a distinctly retro feel to it, one of the reasons why it had lost 80% of its members (or customers and market share) over the previous twenty years. Its members were usually in their 30’s, so it was no longer junior at all! Radical approach was taken by the officers of the said group while others simply rearranged the chairs on the deck of the Titanic as the ship continued to go down. We will write a custom essay sample on Marketing Planning Consultancy Report for Fairview International or any similar topic only for you Order Now One of the features of this organization was international twinning where the members visit friends in a foreign chamber bi-annually and vice-versa. It was proposed that the organization become a travel company primarily to see bands like Robbie Williams, Coldplay and James Blunt play in other countries. Low cost flights were becoming popular and if you could stay at your twin organization members home (and they yours) you then had a very low cost international travel model with a purpose ‘the big gig’. This delivered to a young person’s sense of ‘having a good time’ having traveled far to rock festivals in my youth. But this was revolution for this retro organization whereas the more conservative members of the organization proposed an evolutionary model that was accepted. Perhaps predictably it continues to decline and I and others remain convinced that my prescription was an effective one! The aims of the organization have been defined in the widest possible terms in effect ‘offer a service to young people containing real features and benefits that they would instantly perceive to have value and relevance in return for a fee’. It is surely obvious that any service offer has to change with the times. Welfare state spending may reduce the need for charity or terrorism the appeal of travel, never mind that, new young adult generations will always look to find new ways to irritate older people. Digital Technology has revolutionized this landscape (Generation X, 2000). In this short piece of work, I, as the consultant, challenge Fairview to look at their product offering in the broadest possible terms too. When they use the term gaming, it should simply mean fee generating play. For instance, I think many young men (and women) in the United Kingdom would like to play for the English soccer team. It should be perfectly possible to design and offer a paid for interactive Information Technology game where you join a team, play well and are transferred while you play against other teams with team members located all over the country on your mobile phone, timing runs, tackling, and making passes and shots in real time on the screen. It is this soccer offering where the United Kingdom has the best product in the world I have focused on, as United Kingdom consumers pay to receive live soccer currently. It is both then the dominant market segment for gaming potential as well as the easiest to charge a fee for. This then should be the aim for Fairview. To understand what young people want and harness the technology to deliver a new concept that will sweep the market. This is all some distance from the traditional ‘bookie’s’.   Fairview uses the name ‘chain’ to describe this market entry. Chain is the right term, but not as in the old ‘a chain of bookie’s ‘but by building customer databases linked by profitable repeat fee based gaming interests for rapid team game building. This is as near to a mission statement as my proposal needs. Proposal While on the one side the United Kingdom seems a perfect place to offer gaming services as a wealthy secular modern society with no overt proscriptions, the reality is that this protestant country has some of the same forces at play as the puritan founders of the United States of America that influences proscriptions against gaming there. Millions of British used to admit to only gambling once a year on ‘The National’ the Grand National Steeplechase. Bookie’s were scruffy smoke filled pits of dysfunctional people all too often Catholic immigrants from Ireland. Relatively well educated, if you asked the British why they didn’t gamble they’d say ‘it’s a mugs game’ and ‘get rich quick schemes’ only work for the amoral founders of the idea. They would prefer to ‘gamble’ if that is the appropriate term on the stock market where legitimate gains could be made by using the thirds party services of good corporate management to ensure a comfortable retirement. If you look for further evidence of this, it is well known that no Casino will open in the United Kingdom, unless there are large numbers of potential ethnic Chinese gamers living nearby. They will not get rich on United Kingdom consumers, indeed may not even break even (The Independents Britain’s new cultural entrepreneurs, 1999). .But times change, and just as the stock market now offers a diverse range of derivative instruments, so does gaming. The popularity of the English Premier League has lead to the spread betting phenomenon. If the top teams usually win, the margin of victory is far less certain and this also has lead to greater volatility and margins of gains and losses or in other word exciting risky behavior. The United States legislation against on line gaming was an initial set back as the United Kingdom based organizations were generating   lot of business in for instance interactive Poker games (People before structures, 2000). B.   But clearly there now offers the same kind of opportunity for Fairview that stem cell researchers enjoy in the United Kingdom’s less judgmental society in other ways, so familiar to the Americans, but what exactly is it?. Technology has changed consumer markets especially for young people fundamentally. Living in a poor third world town in a poor third world country there are dozens of internet shops catering for young males who want to play on line. You read "Marketing Planning Consultancy Report for Fairview International" in category "Essay examples" The cell phone here predominates and conversations have to be broken mid sentence to give the phone its precedence. These are new networks just waiting to be more completely, competently and commercially exploited. In the United Kingdom, most homes have internet cable bundled with telephony too and children dominate their use. For those who think that the internet is a marvelous utility for expanding the mind with information, the reality is that it is pornography that dominates commercial transactions on the web. People are quite happy to sign up to a site that suits their sexual taste and this has hastened the demise of the printed word if pornographic magazines were more likely to venerate the picture rather than the accompanying narrative. This all simply demonstrates that people will pay a fee to use IT if you give them what they really want, in this instance, sex! To refer back to my opening, I realized that the Junior Chamber had other problems too in gaining new young members. People often didn’t want to move around to get together any more, given the twin threats of urbanization traffic clog and personal security threats. At their office was the ideal tool to ‘blog’ instead. Tools like Microsoft Messenger meant that you could now have an interactive real time conversation. Add a web cam and this is the modern equivalent of the ‘whist drive’ or poker games my parent’s generation but enjoyed without the need for a meeting place. Property in the rich and crowded island that is the United Kingdom is notoriously expensive to buy or rent. How very convenient! The question then to ask is, given this new digital societies’ range of extensive interactive tools, what will the young people move onto once they tire of their mostly violent and speedy games? Gaming defined as a competition where you place a stake and back your skill has to be the obvious move once these kids are working and have more money in their pocket. The opportunity is obvious. But will Fairview be sufficiently visionary to spend marketing resources on creating this market? To do this, their initial key goals will include setting up the soft infrastructure. They will have to work with key influencers (for instance game designers) and agents (like MySpace) and the Premier Football League as well as build a formidable technical offering, but they will be pushing against an open door in terms of consumer desires. They must design a proprietary brand and a tightly drawn patent to protect themselves at least at the outset for competition, unless they are not prepared to spend enough marketing funds on this to ‘go it alone’ and would rather share the burden with competitors in the hope that there is enough business to keep everyone happy. Observe the English soccer on Star Sports in Asia. It will be noticed that they urge customer to use their cell phones to make score predictions and so of course can build up a data base of cell phone numbers that send the predictions in. Many of these Asian English soccer fans have never been to a real English game. They are a perfect target to form virtual soccer team similarly with the virtual manager games. In a sense Star Sports and its competitors are ‘ahead of the game’ but they don’t recognize what they’ve got yet nor how best they can leverage it. When the term ‘clicks and mortar’ was first coined in the nineteen nineties it seemed pretentious, but in fact it was ‘right on the money’. It seemed that consumers wouldn’t buy some things unless they’d seen them first. The feel of something is important. It transpired that Amazon were very good at selling Information Technology, books and records all not particularly visual or tactile and we would buy holidays and flights on the net for the same reasons, but when for instance it came to clothes, a regional superstore may be needed to view the goods closer at hand. Since that time memory has got cheaper and virtual reality less virtual, and this has become a little less of an obstacle. What about the social environment though?. People will be free to play these games in public arenas with adjacent fellow players. It just need not be that way. Of course, younger people have sometimes never even thought about this although malls around the world seem to still be full of them. There is evidence too that many people gravitate towards social situations such as ‘the bookie’s’ provides. Where then in the product offering should we place these components? It seems to me that an internet gaming company should product test a real life regular forum for their customers. An organization was set up by Tony Blair, the former United Kingdom Prime minister’s advisor on future policy trends called DEMOS. It was a centre left policy think tank. Most of the action was in far away London but once a year they would hold an event in the north in Liverpool. It is this kind of customer sensitivity that internet offerings have to master, designed as they all too often are by tech ‘geeks’ who are rarely ‘people persons’. An annual conference of soccer gamers could be highly viable and entertaining for them off season. In one article by Demos, they put the spotlight on Generation X the first internet generation to reach adulthood. This was in some ways a fundamentally different generation. They were found to be the first generation that had synthesized their social needs inside their heads and home, whereas previous young adults would head off down ‘the pub.’ The bedroom of the average young person in the United Kingdom is now an entertainment and communication zone, a little like the bridge of Star Trek! The recent purchases of social networks like that of MySpace by Google tells us something about their utility for attractive targeting both by advertisers and the future tech offerings that Google is rumored to be announcing soon in the cellular communication area. So far I have mostly referred to the internet, but clearly relatively few people can receive this via 3G right now and these services are expensive (but there is an opportunity there for Fairview too). It is clear that in the technical mix a formidable proactive customer services 2G offering should be launched as well, as we all know that these 2 and 3 G phones are no longer just phones but in some way an extension of the identity of the individual. Where this would all lead in terms of software development I don’t have the expertise to predict, but Fairview would surely need their own in house team of software developers. Opportunities for as ubiquitous a product as interactive soccer would clearly show themselves rapidly in both mainland Europe and South America where soccer is king, and later, globally! The beauty of technology of course is that this can be all run from just one location. Adjacent opportunities will be available too for the skill and experience built by the Information Technology department to be applied elsewhere. There are many customer services functions in the United Kingdom where good staff could be poached for a more interesting job This leads to the subject of Brand. Clearly few can tell the Americans anything about brand building. In consumer markets, brand is king and so internet and 2G advertising with product offers would be essential. I repeat that endorsements by top soccer players of the interactive paid for soccer gaming would too be essential if that were part of the offer. It should too watch how Google addresses the market in its next move as that organization seems to have a good feel for the youth/it/ commercial landscape The action and execution plan would be carried out most effectively by well trained and motivated new young people to Fairview that have bought into this concept as they will sell/merchandise it with real enthusiasm at retail software purchase points. This will be a sales force with all the traditional activity goals, daily targeting etc. A key account manager will set up the contacts with the key partners MySpace, YouTube, etc. and Star Sports and the Premier League to set up the delivery networks, but it will be the marketers that will likely make the most impact by leaflets in the appropriate magazines, advertising boards at soccer grounds, cell phone text message advertising etc. A pre offer tease roadside board adverting campaign could be useful but as this will be a tech offering a key initial task would be to build a potential fee gamers data base by garnering cell phone responses to advertising. The mining of this cell phone response consumer data base should be a key task of an in house customer services team with specific goals to be achieved. Conclusion It can be concluded from the evidence above is that there is a real opportunity to move things on commercially in the tech gaming space and thereby move away from the traditional bricks and mortar gaming concept. This is of course already well under way, but the surface is only being scratched in terms of potential as large sections of the community don’t game (gamble) at all as the offer has yet to be put in the right way. This is the right way and indeed many of the tools look already to be in place, if greater use of 3G would be a slight advantage. Much of the above proposal is already out there like United States interactive basketball and I’m sure that Fairview know this, but they could crucially deepen the level of interactivity with a virtual FA Cup played by thousands around the world with a trophy handed to the winners before the real FA Cup Semi Final and real players ‘guesting’ on line in teams. This ‘hype’ or real celebrity based excitement, a mix of reality TV and virtual reality could gain many millions of subscribers paying per game regularly ‘on line,’ or even women (or men) aspiring to dinner with David Beckham, indeed make such a sea change in the commercializing of ITC that this becomes a legendary ‘breaking of the mould’ enterprise, the ‘final straw’ that opened the door for a fee based gaming enterprise to ‘clean up’. It simply remains then to be seen whether they will have both the vision and resources to turn this into such a lucrative reality that one day soon it will be as playing a pivotal role in redesigning post modern civil society as well!. References Generation X   – Demos   UK 2000 Handbook. 2007. http://www.rjca.org.uk/docs/Handbook_A.pdf People before structures – Demos UK 2000 The Independents Britain’s new cultural entrepreneurs – Demos UK 1999                      How to cite Marketing Planning Consultancy Report for Fairview International, Essay examples