Research Topics: Erickson Theory

STUDENT’S ACHIEVEMENT THROUGH DIFFERENTIATED INSTRUCTION

Research Description   The presentation intended for the realization of this research proposal clearly gives an important emphasis of student achievement through differentiated instruction. The proposal will involve relevant data in terms of providing a concrete review of the literature integrating useful information needed in order for the researcher to vividly present what needs to be considered in acquiring the purpose of the study and what needs to be done in the whole process of data and interpretation as well as providing clear research questions that must be answered concisely with good content materials and substance. There needs to have the use of respondents that will basically cover as the sample population of the study along with methods to be used for this research be it statistical or quantitative data and the application of preliminary as well as secondary data is also important. It is a must to show dependent and independent variables that will give clarity to the topic being investigated. There needs to have the discussion of the issues concerning the steps to protect the research respondents from such risks. This research proposal presentation will serve as a tool for further investigations of the study as well as future research that speaks clearly of the factors relating to the research topic and will provide awareness to the people involved in giving worth and value for the completion of this research study respectively.    Statement of the Problem   There are many issues that involve differentiated instruction that intends to increase student achievement in reading as well as mathematics that will inhibit students’ possibility for improvement. The findings will provide insights on the future of differentiated instruction relating to student achievement in terms of their reading and mathematics abilities per se. The problem is that, is true that not all students are alike and basing from this statement, it can be said that differentiated instruction applies an approach to teaching and learning so that these students will have various options for taking in information and making sense of ideas. That is why this study aims to analyze and evaluate them and later to use them as evidences that differentiated instruction really increases student achievement in any circumstances and situations. The intent of differentiating instruction is to maximize student’s growth and individual success by meeting each student where he is and assisting in the learning process.   To address the problem of the study, the following general research questions will be explored:   Research Questions   <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Does the use of differentiated instruction increase student achievement?</li>   <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Does the use of differentiated instruction increase student achievement in reading?</li>   <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Does the use of differentiated instruction increase student achievement in mathematics?</li>   Review of Literature   moreover, research evidences indicates that students are more successful in school and more engaged if they are taught in ways that are responsive to their readiness levels (Vygotsky, 1986) their interests (Csikszentmihalyi, 1990) and their learning profiles (Sternberg et al., 1998). According to Tomlinson (2003) in adopting differentiated instruction, teachers are always trying to address such characteristics for every student. Moreover, in reinforcing the concept of differentiation as it involves a compilation of many educational theories and practices. (Howard, 1994; Jensen, 1998) Many teachers assert that their classrooms have been transformed significantly and better by means of a differentiated instruction (Tomlinson, 2000) towards differentiation as a promising practice and principles which are basic to any good teaching, as critical to and the foundation for successful differentiated instruction. (Howard, 1994; Jensen, 1998) The learning environment must make students feel safe before learning will take place that teachers demonstrate and encourage openness and respect for student differences and value learners (Watson, 1985; Tomlinson, 2001; Pettig, 2000). Thus, it is said that learning is the construction of understanding, each learner needing to make his own meaning of the ideas and skills being taught. Therefore, effective teaching is based on concepts with concept-based teaching, learners are more likely to construct and enhance frameworks of meaning, understand the relationship of the parts to the whole and relate the subject to their life and to other topics (Kesner et al., 1993). They also are more likely to retrieve and remember the ideas and information (Erickson, 1998) and to use ideas more readily (Keverns et al., 1997). However, in the recent studies Murphy et al (2001) found evidence of a positive association with the use of student achievement in reading and mathematics, an association consistent with earlier reviews of the research literature on the effectiveness of differentiated instruction through computers (Kulik & Kulik, 1991; Kulik, 1994; Fletcher-Flinn & Gravatt, 1995; Ryan, 1991). Students in the early grades, from pre-kinder to grade 3 and middle school grades appear to benefit most from DES applications for reading instruction, as students with special reading needs.   In a 2000 study commissioned by the Software and Information Industry Association, Sivin-Kachala and Bialo (2000) reviewed 311 research studies on the effectiveness of technology on student achievement. Their findings revealed positive and consistent patterns when students were engaged in technology rich environments, involved gains and achievement in certain subject areas, increased achievement in preschool through high school for both regular and special needs students and improved attitudes toward learning and increased self-esteem. Thus, O’Dwyer, Russell, Bebell and Tucker-Seeley (2005) found that while controlling for both prior achievement and socioeconomic status, fourth-grade students who reported greater frequency of differentiated instruction at school were likely to have higher total English arts test scores on fourth grade test scores on the Massachusetts Comprehensive Assessment System (MCAS) English Arts test.  Schacter (1999) found that students with access to any of a number of technologies like for example, computer assisted instruction, integrated learning systems, simulations and programming technologies show positive gains in achievement on researcher constructed tests, standardized tests and national tests.  Cavanaugh’s synthesis (2001) of 19 experimental and quasi-experimental studies of the effectiveness of interactive distance education using videoconferencing and telecommunications for K-12 academic achievement found positive effect in favor of distance education and more positive effect sizes for interactive distance education programs that combine an individualized approach with traditional classroom instruction.   Researchers are making progress on the more complicated task of investigating the impact of differentiated instruction on student achievement in terms of reading and mathematics on higher thinking skills as measured through the use of standardized tests. They are examining students’ ability to understand complex phenomena, analyze and synthesize sources of information and build logical representations of their knowledge that will emphasize the ability to access and synthesize information. (Roschelle, Pea, Hoadley, Gordin and Means, 2000) Research studies focusing on student achievement seem to bear different results than studies focusing on equity issues about the educational significance of the findings. Students can move from group to group as they progress, and the whole class receives the same basic instruction. Mullis, 1991) On the basis of results from many separate studies, some have argued that students of all ability levels do no better in tracked classes than in classes of mixed ability (Slavin, 1990). These findings prompted many schools to abolish tracking. Gamoran also found that the difference in achievement between students in the upper and lower tracks was even greater than the difference between those who stayed in school and those who dropped out.   In attempting to place these findings in a broader context, it is worth considering the general levels of proficiency in mathematics among high school seniors as measured by the National Assessment of Educational Progress (Mullis, 1991). Though students in academic programs, with plans to attend college, performed significantly higher in mathematical achievement than students in general was barely above the level required to successfully understand the material introduced.  The gap between high and low achievers will indeed narrow under mixed ability grouping, because the high and average students will likely achieve less, but the lower students will not likely achieve more. It also seems that the process does not necessarily have the same effects in reading and math courses (Epstein & MacIver, 1992) while lower achieving students were found to benefit from mixed-ability grouping in some math survey courses that seemed to benefit students some tracked algebra classes.   Definition of Terms   Differentiated Instruction is a teaching theory based on the premise that instructional approaches should be adapted in relation to individual and diverse students in classrooms. (Tomlinson, 2001) It is an approach that enables teachers to plan strategically to meet the needs of every student. It is rooted in the belief that there is variability among any group of learners and that teachers should adjust instruction accordingly (Tomlinson, 2003). It is the teacher’s response to the diverse learning needs of his or her students. (Tomlinson, 2003)   Student achievement involves the accomplishments of the students in relation to their academic that has improved across levels and have higher achievement and that the rate of gain varies significantly and that student efforts shows better achievement and the idea to always take in control of the challenges within the context of better instruction received at school engaging to a better process of education.   Readiness refers to a student’s knowledge, understanding and skill related to a particular sequence of learning. It is influenced by a student’s cognitive proficiency as well as life experiences and attitudes about school. Readiness can vary according to topic and circumstance. As Tomlinson (2003) points out, if readiness levels in a class vary, so must the complexity of work provided. It can also be addressed through small group sessions or the provision of one on one teacher and peer support or coaching.   Interest arises from topics that evoke curiosity and passion in students and in which they want to invest time and energy to learn about. When a student’s interests are tapped, that student is more to be engaged to persist in learning (Csikszentmihalyi, 1990; Maslow, 1962; Sousa, 2001; Wolfe, 2001). Learning Profile refers to how a student learns best. Preferences for learning are shaped by intelligence preference, culture and gender. Teachers differentiate by learning profile when they provide learning activities that offer students choices for demonstrating mastery of learning: journals, presentations, role plays Content refers to what students need to learn: the major concepts, principles and skills that are taught. The learners should be given access to the same content. (Tomlinson, 2001) Teachers should adjust the degree of complexity using diverse instructional processes to teach the content. (Tomlinson, 1999) Process refers to ways in which the content is taught the activities that help students understand and eventually own the concepts and skills being taught. The key to differentiating process is flexible grouping, in which learners are sometimes grouped by readiness levels, sometimes by interest, and sometimes by learning profiles. This approach supports the growth of a strong community of learners among everyone in the class. It would be difficult to differentiate instruction without using flexible grouping.   Instruction is concept focused as well as principle-driven as these concepts should be broad based and not focused on such unlimited facts. Teachers must focus on the principles and skills that students should learn. The content of instruction should address the same concepts with the students but be adjusted by degree of complexity for the diversity of learners in the classroom.   Methodology   The methodology of the study is to have a random sampling analysis with certain comparisons of data and information gathered to have valid details as well as analysis that if certain instruments will have unstable reliability and validity if the methods to be used in the sampling of the population are not randomized per se. The research design that will be used in the study is descriptive research. Descriptive research intends to present facts concerning the nature and status of a situation, as it exists at the time of the study (Creswell, 1994). It is also concerned with relationships and practices that exists and processes that are ongoing, trends that are developing. (Best, 1970) In addition, such approach tries to describe present conditions, events or systems based on the impressions or reactions of the respondents of the research (Creswell, 1994).  Respondents in the study high school students who will be chosen randomly from different school campuses within the US. They will be chosen through stratified random sampling and will be surveyed with a self-report survey instrument. A five-point Likert Scale will be used to measure the level of differentiated instruction (as the dependent variable for this study) in student achievement in terms of reading and mathematics (as the independent variable) in every statement in the questionnaire.   In the Likert technique, the degree of agreement or disagreement) is given a numerical value ranging from one to five, thus a total numerical value can be calculated from all the responses (Underwood, 2004). The equivalent weights for the answers will be:     Range                                                            Interpretation             4.50 – 5.00                                                    Strongly Agree             3.50 – 4.00                                                    Agree             2.50 – 3.49                                                    Uncertain             1.50 – 2.49                                                    Disagree                      0.00 – 1.49                                                    Strongly Disagree     Finally, personal interviews will be conducted on both students and teachers to determine the educational nature of the differentiated instruction among the desired sample population.. This will be done with a guide of an open interview questionnaire regarding on the matter. Data will be analyzed with the use of the latest survey software and will be compared with the use of chi-square.   The researcher anticipate that use of such tools that will increase the students’ achievement in reading and mathematics due to the exposure of differentiated instruction and active learning through interaction with both supplemental materials and their classmates and teachers. This interaction and active searching for information are not components of a modern lecture type course within the context structure of differentiated instruction and it is expected to increase the level of student achievement performance like for instance, on quizzes and examinations in their reading and mathematics classes. An incentive for students to utilize on these instructions along with the interactive components that involves the provision of each student’s grade devoted to classroom achievements because of enough involvement and participation during class. One hundred students enrolled in two middle reading and mathematics courses at a university will need to participate in this study and will complete an online survey during the second week of classes. The demographic data will be tabulated as it will provide a basis from which to describe the increase of student achievement because of the use of differentiated instructions both reading and mathematics and will include the following: class standing: freshman, sophomore, junior and senior as well as gender and race, hours spent and the amount of time they spend commuting to campus.   There should be a certain study analysis and the useful application of the methodology. There is a comparative study to be done to the participants who are the freshmen students done to the senior students by means of the following: The Coates & Humphreys (2001) study utilized the students enrolled in their own reading and mathematics classes. This study will evaluate data collected from two intermediate level courses that have been taught in differentiated instruction format with web based support. The control that helps equate the recently taught differentiated classes and that there is an underlying principle of comparison that is made between each study through the sampling process. The intermediate classes are chosen to more closely mirror the choice of instruction in order to measure properly student achievement in both reading and mathematics class as a part of the secondary school curriculum. There describes the tools, measures and techniques for collecting data that could be of so much use in simple ways as the study may use certain established validity and reliability and to see to it that the mind in terms of student achievement and the differentiated instruction will relate vividly to the educational appropriateness of the study that is valid and reliable when being used by the sample students. The instruments are in the form of survey technique as well as comparison with the respected analysis that is of great relevance in dealing to the context of the study.   The use of quantitative methods will involve demographic data gathered from the survey conducted during the second week of class. To answer the research question as mentioned earlier in this study. The Pearson r statistical test will be used to determine the presence or absence of a relationship between the variables: student achievement in reading and in mathematics. A likelihood-ratio c2 (Pearson c2) test with a predicted value of more than 5 percent to make the c2 test valid and will be used in finding out the focal point of this study that, is the idea that the use of differentiated instruction will increase student achievement such as in reading and mathematics respectively.  This research study will somewhat repeat Coates and Humphrey’s statistical model to provide a method for analysis that mirrors differentiated instruction efforts. The model relates student achievement and performance on quizzes and examinations to the gathered data from the student survey and measures the efforts to access differentiated instruction material and participate in interactive communication activities.   The basic model being repeated is:   Yi,t = α0 + α1 Wi,t + α2Ci + α3Zi + ei,t Were i indexes students (i=1…N) and t indexes student achievement in terms of scores on quizzes, exams and the overall grade of their reading and mathematics (t=1…T), the αj’s are vectors of parameters to be estimated and the variables are defined as: Yi,t                    Outcome for student i on examination t ZI, 2, 3               A class indicator variable Wi,t                  List of variables reflecting student i’s of differentiated instruction material prior to the examination t Ci                    List of variables reflecting measurable factors specific to student I ei,t                    Mean zero, normally distributed error term   Thus, included in the Wi,t are variables measuring the number of attempts students’ achievement as well as variables reflecting experience with the differentiated instruction and participation on class discussions. Ci contains attributes of the student and involvement in their reading and mathematics class. These factors may vary across students but do not vary from achievement to the next. Zi is a dummy variable distinguishing students enrolled in the each of the intermediate classes in reading and mathematics. (Bassey, 1999; Klein, 2000; Rodgers & Jensen, 2001).   Students were required to reflect on the results and the class discussion and write a summary that they would take to improve their learning in experiencing differentiated instruction. Students were encouraged to continuously reflect and make changes in their cognitive functioning if required for greater success. However, while overall student achievement seems to have risen somewhat in recent years, the middle grades are not necessarily responsible for that gain. For instance, it has been argued that the value added by grades five to eight has actually declined over time in mathematics and has remained stagnant in reading (Haycock and Ames, 2000). That is, eighth-grade student scores have improved, this improvement might be attributable to better student achievement in fourth grade rather than what is happening in the middle grades.  (Mizell, 2000; Cooney, 1998; Schmidt et al, 1996).   Students performing in the lowest quartile tend to receive less academic guidance than their high-achieving peers and face lower expectations from their teachers. Their teachers tend to score lower on various indicators of pedagogical effectiveness and personal efficacy than teachers of students performing at higher levels. (Wang, 2001; Bracey, 2000), it provokes much concern about middle grades student achievement particularly in mathematics. The key findings are well-known: In mathematics and reading, U.S. fourth-graders reached a higher achievement level than their peers in other developed nation.   Issues The issues will cover ethical principles, ethical dilemmas between informed choice and informed consent and emerging reality that raise ethical concerns. Human Research Must Protect Participants Research among humans is necessary to learn how to better improve methods, and policies as it is essential that such research be done in an ethical manner with careful planning and procedures to protect research participants. Thus, by means of informed choice and informed consent, research providers and researchers can help ensure that clients and study participants make fully informed and voluntary decisions about the goal and purpose of the study. Researchers need to have a converted standard consent format to a brochure with clear diagrams which is suitable for the reading level of the students as the respondents for research wherein some volunteers would be required in the process.   Timeline   Week One: Drafting and Lay outing of the research proposal and determine such important and related studies to support any validity of findings and results Week Two: Collecting and Gathering of possible data information and appropriate research evidences Week Three: Finalization, Assessment and Evaluation of research discussions and its overall contextual process and be applicable for future research   Credit:ivythesis.typepad.com

STUDENT’S ACHIEVEMENT THROUGH DIFFERENTIATED INSTRUCTION

Research Description The presentation intended for the realization of this research proposal clearly gives an important emphasis of...

Air Canada Industry Analysis

INTRODUCTION The airline industry has undergone significant restructuring in recent years. Airlines, formerly rivals in a highly regulated industry, have become opportunistic seekers of co-operation. In today’s world, mega-carriers and small airlines are working together rather than competing with one another. Forms of co-operation include sub-contracting, code-sharing, franchising and the formation of global marketing networks. Such alliances allow firms to focus on their respective core competencies, while drawing the benefits of scale economies. In essence, co-operation among competitors has led to increased competitiveness. This has accelerated the trend of joint marketing, and the airline has become characterized by the desire to belong to a global network. The tendency has been to strive for a global presence. More recently, there has been a shift toward co-operative marketing rather than acquisitions. Instead of expanding their own services, airlines have been connecting with one another, such as to form networks. These include very small firms as well as larger corporations. In addition to using networks as a means to expand, alliances are also being used to maintain market-presence during downsizing. DISCUSSION Air Canada recently launched a pass program similar to cellular telephone plans: It lets customers pre-purchase a set number of flights in the U.S. and Canada at a fixed price. Some plans are targeted to vacationers heading to Florida or Hawaii; others to oil workers commuting to work for three-week shifts into northern Alberta. Big companies can buy as many flights as they want, usable by as many as 300 employees within any three month period. Some big U.S. carriers are eyeing the program with interest. AMR Corp.’s American Airlines is trying to design a prepaid travel pass for consumers, a top executive says. (American already has a version of a pass program available to business travelers: Users can buy 25,000 miles worth of travel in one year for ,000.) UAL Corp.’s United Airlines, which also has a program for business travelers, is watching the consumer offerings, says a marketing executive. Last month, Canadian discounter West Jet Airlines struck back at Air Canada by offering a package of 10 one-way flights between Toronto and either Montreal for about US,100. Thus, airlines used to be able to buy monogamy from customers with frequent-flier programs, but those loyalty programs aren’t as powerful as they used to be. Customers find miles difficult to redeem and upgrades hard to come by. Some have more miles than they can use, so don’t care as much about accumulating more miles. As a result, airlines are looking for new ways to battle low- cost carriers without simply matching prices. Air Canada, a unit of Ace Aviation Holdings Inc., believes the pass push will help it lock in loyalty from customers who might otherwise stray to competitors like U.S. airlines for trans-border travel and to its main Canadian competitor, West Jet. “It gives customers price predictability the thing airlines always get criticized for,” says Charles McKee, Air Canada’s senior director of strategic marketing. Pass prices are generally higher than the cheapest fares and lower than the most expensive coach tickets. The customer gets the certainty of locking in reasonable fares that can be used on short notice. And while the airline loses the ability to monkey around with prices, it benefits by getting cash in advance and keeping customers from shopping at competing airlines. Since pass holders are less likely to shop around with competitors, the airline says it won’t have to spend as much on advertising, costs will be lower since Air Canada won’t have credit-card transaction and booking fees on every ticket. The pass program transfers some of the risk of empty seats from the airline to the customer. If customers don’t use up all the segments they buy before they expire, the airline gets paid anyway. American has already had success with its program for business travelers. But at 40 cents a mile (compared with an average 12.85 cents per mile overall in the first quarter), it’s only enticing to corporate road warriors who buy tickets at the last minute and don’t want the hassle of ticket-shopping. That is why American is busy designing a new consumer-focused pass program. But to make it work, Air Canada says, the airline has to make sure it holds back seats for pass holders, who are more likely to book closer to departure rather than chasing advance-purchase fares weeks before a trip. Air Canada will consider adding all-cargo domestic service this year but only after withstanding a regulatory challenge from Cargo jet Airways and a scathing criticism from the government for operating a cargo flight within Canada. The Canadian Transportation Agency criticized the carrier’s “reprehensible” conduct in refusing early on to acknowledge that it had moved cargo on a freighter within Canada without a license. But the agency also imposed no penalty and granted the carrier a license to run cargo-only aircraft domestically, responding to a request filed June 1, 2005. The approval appears to end a dispute with rival Cargo jet and frees Air Canada to consider starting scheduled all cargo services within Canada as it also considers adding to the three freighters it uses internationally. Market Strategy Plan is one of the fundamental influences on the way organisations are managed. Air Canada’s strategy affects the way the business is structured, and the recent reorganisation of Canada’s structure was made to allow for new initiatives to prosper and succeed. According to Chandler (1962), strategy is the determination of long-term goals and objectives and the adoption of behaviours and allocation of resources, which are necessary for the organisation to achieve these goals and objectives. Chandler believes that as companies grow, their structure needs to grow with them, moving from a simple, to a functional, to a divisional structure, if they are to remain efficient, and that if an organisation assumes a new strategy, they require a new or updated structure if the larger company is to operate effectively (Robbins & Barnwell 2002). Raymond Miles and Charles Snow has determined four strategic organizational types based on the speed of the market and product changes and based on their theory, Air Canada may adopt a defender strategy. Miles and Snow state that defenders seek stability by offering a limited range of products and or services directed at a narrow target market and be able to prevent competitors from stealing their market, defenders strive to produce a high quality service and offer competitive pricing. (Robbins & Barnwell 2002). Although Air Canada does focus onimproved efficiency and lowering operating costs but still Air Canada is continually looking for new opportunities to grow and diversify their business. Air Canada’s long-term strategy is to improve its profitability to create substantial shareholder value and to maintain its position as Saudi’s leading national air carrier and to continue to grow and diversify the business into new markets nationally and internationally. If such consumer trends continue to move towards lower airfares, the other strategy is to become the national as well as domestic airline leaving behind the international market with other key elements involved in achieving the airlines goal to maintain their position as a better domestic carrier are upgrading and expanding the fleet to improve efficiency, maintaining a flexible and diversified network, maintaining current alliances and seeking mutually beneficial relationships with other quality airlines, improving the profitability of the business organization, maintaining financial strength, high level of success as well as investing in product and customer service initiatives in order to avoid failures (Air Canada Annual Report 2000). Part of Air Canada’s broader strategy is to simplify its operations and that certain measures are being taken to implement this strategy and has simplified their fare structure by means of reducing the available fare types and its reorganisation as noted by many staff procedures and passages of communication in response to changing demands, as the Air plans to move to economy seating on some routes and also a fleet of new aircraft. Henceforth, Michael Porter argues that for an organization to successfully perform its basic functions it must select a certain marketing strategy that will give its organisation a competitive advantage. Porter states that three business strategies should exist such as cost leadership, differentiation and focus and the organizations should choose the marketing strategy that best facilitates their strengths over their weaknesses (Robbins & Barnwell 2002). Success with the marketing strategy usually requires the efficiency of operations, economies of scale, technological innovation as well as preferential supplier agreements and that the marketing strategy should be able to break into the Canada market and be the essential provider in the industry. A differentiation strategy is where an organisation seeks to be unique in its industry in ways that are widely valued by customers. It involves emphasising an attribute that makes the firm different from its rivals and it significant enough to justify a premium price. For an organisation with a differentiation strategy to succeed, it requires many skills and resources, including strong marketing and research capabilities. Basically, Porter believes that a firm should have strong coordination among functions in research and development and marketing and that  intuitive measures should be used rather than quantitative measures. Air Canada plans to become the first international airline to offer U.S. cruise line customers the first portside check-in service since Sept. 11, 2001. The airline has been working to win approval from the Transportation Security Administration using a portable podium, along with a weight scale and wireless technology, Air Canada’s current market situation are evident as the Airlines may be able to plan and realize the use of an e-Business centre that will internet technology to allow the development, deployment and hosting of the airline’s e-business solutions and the goals of providing integration with its existing core enterprise systems and applications to meet and realize their marketing strategies and its changes in the system and approach in the business. This a series of carefully planned implementations aimed at supporting the airlines e-business marketing strategies and boosting its internal capabilities to leverage Internet technologies involving the Air Canada’s technical team relating to its general marketing and services representative for Canada as it will be successfully completed through this strategical phase. The eBusiness Centre could be the milestone in driving Air canada’s corporate e-business strategy and be able to improve corporate capabilities as well as to reduce costs and improve services to the loyal customers. It provides the Airlines with new capabilities and opportunities to serve their customers, partners and employees in an integrated manner while leveraging existing investments and middleware technology was a result of a research that started on finding the partner that could provide an open, portable and scalable solution that would best integrate with its existing enterprise and marketing environment. It is important that Air Canada to address issues of acquiring technologies components, knowledge as well as competencies transfer and most importantly the Airlines should be able to adopt a proven process of its marketing value in lieu to its strategic plan of organization and useful methods for operating the e-Business Center which has the key pillars and pivotal for a successful implementation of such a large scale of their marketing process and to ensure a successful completion of its strategies while sticking to the boundaries of their original allocated budgets in terms of their market situation.  Furthermore, the Airlines possibly takes on a unique approach in the way that it has decided to move forwards with its marketing environment and that is the importance it has given to its marketing integration to be able to provide and develop more on its quality service in aspiring satisfaction to their valued customers.   Marketing Mix strategies There are certain marketing mix strategies and sales techniques which have to be observed in order to develop and sustain business relationships Ø      Air Canada should be constantly reviewed for market evaluation, adaptation process and change assessment Ø       Complete  services should be in detail and should be introduced in order to benefit from greater demand stimulation and cost reductions Ø      The airline should be in communication with the Air Canada Standards Organization on the precise implementation of the standards pertaining to their services offered with respect to the country Ø      Efforts should be made to improve the appearance of value and areas involving its commodities by means of quality assurance to their services Ø      In the case of any machinery and equipment problems including warranties as well as maintenance should be prompt and efficient Relevant marketing mix approach to their strategy in handling business has offered Air Canada the unleashing of important information and functionalities on their mainframe platform in engaging the high standards and goals in providing best services to their customers and that such strategic feature will be able to reduce the time needed by the user to perform a specific business process in relation to the application of its respected business strategies wherein, Air Canada Airlines has set plans to expand into specific projects to increae their market sales and profit in enhancing more on their marketing strategy in terms of balancing and maintaining their current business scale in the market field and proper management resource.   Segmentation   The presence of any market segmentation of the Air Canada has involved several areas being in constant coverage by their business operations in serving countries worldwide. Air Canada has involved to such division in their sales and profit process but its major marketing operation is directed to several destinations outside Canada then, there could be such clear indication that the airline has applied its segmentation process.   The strategy and its implementation   The airline believes that Carmen’s solutions will provide opportunity to vastly improve their planning process, increase flexibility and bring greater efficiency to their marketing operation and performance with the aim of reducing lead-times and crew costs of such matter. The optimization software from Carmen will also support the airline with exact simulations which will be useful to maintain the daily efficiency of the operation to meet the demands of their marketing strategy and its implementation and can also be essential when evaluating major changes regarding new business opportunities and or consequences from modifying the market strategy and be able to start working in guidance to the values found in within the process. The goal is to strengthen further the profitability of Air Canada and assist in resolving their challenging planning situation in relation to their marketing planning approach as of today’s epoch. Global events and market downturns have continued to put pressure on the airline and railway sectors. It is a permanent structural change. The companies in the airline’s key markets that have been able to adapt well are poised to become the leaders in profitability and in view to their primary role as being the support of their current and future clients in building a stronger position in their respective industry and market segment by helping them control cost structures and changes to their business strategy.   As Air Canada continues their efforts to build a complete and integrated market strategy planning and decision support software solution combining the major revenue and cost drivers and the proficiency coupled with a strong knowledge based service offering as it can be essential to any idea of expansion of services.   The sustainable strategy   Air Canada must plan to develop a communication analysis tool such as the Sustainability Reporting Spider web as it will advocate the business industry for sustainability. The Sustainability Reporting Spider web illustrates the management paradigm shift involved in moving towards a more inclusive stakeholder organization (KPMG, 2001). It comprises four of the Balance Business Scorecard dimensions joined by four additional sustainability dimensions.   The eight dimensions are as follows: Ø      financial management Ø      eco-efficiency Ø      sustainable management Ø      operational performance Ø      competence management Ø      innovations Ø      stakeholder management Ø      product performance A sustainable development management and reporting system is increasingly becoming a common base line for many organizations. This is a way of implementing a strategic framework that will integrate present and planned initiatives and programs for social, environmental and economic management. According to KPMG (2001) the hallmark of commitment to sustainable business development is the move to triple bottom line reporting. Air Canada can seek to monitor, measure, report and continuously improve their performance in three areas: Ø      financial responsibility Ø      environmental responsibility Ø      corporate social responsibility  Design/methodology/approach   There are two phases involved. In the first phase, the current research develops a web-based mobile airline ticketing (W-MAT) model to study usability features necessary to perform mobile air ticketing commerce. Thirty-six features are mapped and identified based on the W-MAT model. In the second phase, the air ticketing web sites for 27 most popular airline companies and online air travel agencies are examined to analyze their existing implementation patterns on these 36 features. The pattern analysis is based on web site features analysis and web site versatility analysis. The W-MAT model-based air ticketing features with usability emphasis are crucial to develop efficient mobile air ticketing web sites; and thereby, accelerating the adoption of m-commerce for the air travels industry in the near future. Most organizations in the airline industry have attempted to respond to the financial turmoil through drastic evolution. Since the tragedy in September 2001, the carriers have sought ways to improve business values and minimize losses by cutting jobs, eliminating routes, decreasing infrastructure, streamlining production costs, improving customer services and creating a profitable market (Will, 2004). One of the most effective solutions for increasing business values, attracting more customers, and increasing customer satisfaction is to provide internet-based low-fare air travel tickets (Marks, 2004) to sell low-fair air travel tickets and expedite boarding processes through company web sites. Currently, many airlines are utilizing their own web sites to market and sell their products to current and potential customers. Some airlines also offer discounts to customers who purchase their tickets online (Hanke and Teo, 2003). Through the expanded use of the internet-based ticketing, airlines are able to reduce labor costs and in some cases eliminate commissions altogether so as to improve profit margins. To sustain a significant competitive advantage, innovation and product differentiation are critical for organizations. The next opportunity for airlines to reach new markets, maintain low distribution costs, and enhance customer values and satisfaction can be achieved through the use of mobile technologies, including using mobile devices to purchase online air tickets (Hanke and Teo, 2003). However, unlike e-commerce participants, users of mobile commerce usually find themselves in an unfamiliar and unpredictable environment (Perry et al., 2001); and therefore, developing a user-friendly interface can reduce the constraints put by the unpredictability of the mobile environment. The adoption of mobile ticketing (m-ticketing) will enhance the flexibility and effectiveness of using electronic ticketing (e-ticketing) due to its inheriting mobility by using mobile devices. However, the adoption of m-ticketing in the air travel industry is still slow and has not been widely implemented. In the US, the United Airlines is the only airline company that currently provides m-ticketing. The development of m-commerce environment with user-friendly features is important to accelerate the adoption of m-commerce in the air travel industry. Motivated by the apparent lack of literatures in the area of m-ticketing, the current research aims at studying web-based features that are crucial to the success of mobile air ticketing commerce. Generally, e-commerce is defined as a monetary transaction conducted using the internet and a desktop or a laptop computer (Will, 2004).   M-commerce usability Research indicates new challenges in usability design in m-commerce that are not present in e-commerce, including small screen size, limited screen resolution, limited processing capabilities, limited battery power of mobile devices, and cumbersome input mechanisms (Ghinea and Angelides, 2004). Sears and Arora (2002) mentioned that the most important user-related obstacle in m-commerce was the limited data entry and data retrieval capabilities.   The goals m-commerce customers try to achieve are different than their goals in the e-commerce environment, because in m-commerce environment goals are often conducted based on a location or time pressure (Sadeh, 2002). M-commerce aims at providing services to support time-critical activities, and designers need to leverage the desires for specific usability aspects of m-commerce. From a customer perspective, the issue of information privacy is of growing concern as our society becomes more and more digitized (Kelly and Erickson, 2004). The increasing acceptance of the mobile technology is conspicuous in the air travel industry, in particular. Air travelers are on the go, and mobile devices give them a tool to stay informed at all times (Marks, 2004). Therefore, the current study focuses on understanding the opinion of mobile air travel ticket shoppers from a usability perspective and developing a successful m-commerce environment for the air travel industry by uniquely combining and studying the concepts of m-commerce, usability and the air travel.   A web-based mobile airline ticketing model   Shih and Shim (2002) developed an m-commerce framework that focused on the inside of business scenarios to utilize m-commerce. The current research develops a web-based model for mobile air travel ticketing that sprung from Shih and Shim’s (2002) framework and focuses on the usability features of the web sites through which transactions are conducted. A secure electronic payment system with many payment alternatives developed by O’Brien (2004) is also integrated into the web-based mobile air travel ticketing model to enhance the features for payment transactions by adding in a payment server. The communication between a client and a server is based on wireless network and wireless application protocols. On the airline ticketing server site, the wireless web server is used and wireless web development is based on wireless markup language.   There are eight transaction flows involved in order to complete the m-commerce information transactions:   Flow F1 (send request). A mobile customer enters data and specifies the requests. The request is sent via a mobile device to the client browser. Flow F2 (access account). The customer uses a wireless device to log onto m-commerce sites of major airlines or air ticket agencies that are available. The airlines and airline agencies recognize the customer. Flow F3 (search flight information). The travel agency transfers the mobile customer’s request to multiple airlines databases. Flow F4 (retrieve flight information). Airlines that have matching flights to the customers’ requirements send back the information to the customer via online travel agency’s user interface. Flow F5 (submit payment). When the customer accepts the proposed itinerary and the fare, payment information is sent to the credit card processing company. Flow F6 (check payment). The credit card processing company credits the payment to the online travel agency’s account. Flow F7 (purchase confirmed). Upon positive indication from the payment company (such as credit card company), the airline travel ticket server accepts the customer’s travel request and issues a confirmation number. The customer can also get an mobile boarding (m-boarding) pass with bar codes through a wireless device. Flow F8 (complete purchase). When the purchase is completed, the mobile customer can check schedule and gate information for the booked flights. More links to other web sites such as weather information and destination maps. Therefore, e-ticketing that is more widely and popularly used should provide a good platform to analyze m-ticketing framework and provide guidelines on how mobile airline ticketing may be approached from existing web sites of the dominant air travel companies and major online air travel agencies that offer e-ticketing used for the development of the W-MAT model-based m-ticketing features in the current study. (Sears and Arora (2002) The W-MAT model-based m-ticketing features can be validated by comparing m-ticketing features developed in the current research with the existing implementation patterns of these features in the e-ticketing. The current research developed a web-based mobile air travel ticketing commerce model by considering the usability features and studied the existing m-commerce environment. The breakdown of the m-ticketing information transaction flows from the W-MAT model can allow airline companies and air travel agencies to determine what features need to be concentrated on differentiate themselves from their competitors. The findings from the current research indicate that developing user-friendly m-commerce features is crucial to the success of m-commerce. The air ticketing feature adoption pyramid developed in the current research reflects the availability of air travel ticketing features. Air Canada could possibly continue to create a national transportation network and established its own integrated airline and passenger-ship network as the airlines have been becoming increasingly involved in horizontal relationships which strengthens market share. The dynamism of the airline industry makes it a challenge for any one player to respond to the broad spectrum of competitors experienced by Air Canada as many foreign airlines implemented a variety of innovations to lure passengers, especially business travelers. In 1998, Air Canada opened its own arrivals lounge, the lounge has private showers, shoe-polishing and clothes pressing services and a breakfast area within the business centre areas with telephone and Internet facilities as it is open to Air Canada’s most frequent travelers.   Credit:ivythesis.typepad.com

Air Canada Industry Analysis

INTRODUCTION The airline industry has undergone significant restructuring in recent years. Airlines, formerly rivals in a highly regulate...

Marketing Communication – Case Study Analysis

src=”http://pagead2.googlesyndication.com/pagead/show_ads.js”> Marketing Communication Marketing (Encyclopaedia Britannica 2006) is defined as activities that direct the flow of goods and services from producers to consumers. The simultaneous use of media (advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, public relations, sales, and sales promotion) in working their way out with the market is called Marketing communications. One approach that has been evolving and will always be shaping the trends in world economy is the Integrated Marketing Communication (IMC), according to Ken Reich (1998), it is a set of empirically derived guidelines, which not unlike the practice of medicine, are designed to yield predictable results using proven theory, concepts and procedures. And, by virtue of ongoing controlled testing (much like medical clinical studies), along with advances in technology, IMC is also a catalyst in developing new and revolutionary techniques and variables that further expand and enhance the process of targeted marketing communication. The Global Integrated Marketing Communication (GIMC) has two dimensions these are the vertical and horizontal integration. The vertical or the planning integration is the basis of IMC; this concerns the media marketing coordinating with the owner or corporate vision – mission in the promotion of the product and brand value minimizing wastage through the three varieties of vertical integration. These are the backward vertical integration wherein the company can set up subsidiaries than can provide the inputs for the production or supplements the mother company; the forward vertical integration, in here the subsidiaries act as the distributor of the product and lastly, the balanced vertical integration, the set-up subsidiaries act both as the supplementary and the one that distributes the said product. There is less wastage since, there is error proofing with efficient job lay-out and standardize instruction hence, there is maximization of effort on the product’s cost effectiveness. An example would be the Apple Company where it produces computer software, hardware and electronic gadgets and distribute it to the retailers for individual consumers. On the other hand, horizontal or executional integration is in contrast with the principles of vertical integration. The said integration sells a type of product covering a wide coverage market. A definite example is the Windows Company who sells mainly of the software system and distributes it to their subsidiaries for public disposal. Each subsidiary markets the product in strategic locations considering that there must be several branch offices in several places producing similar product. Most firms now realize that they have to integrate their marketing and communications program through the concept of IMC. IMC become the accepted norm of businesses globally and apparently the agencies that service their needs. Let’s take a look at Coca Cola and Pepsi Cola Company both offers the Coca Colored soft drink, the key product. Geographically speaking, their product is widely saleable in hot or humid areas such places would be found in the equator regions of the Earth; for an instance in the Middle East countries where water is limited. It is likely that they would increase by a minimum percent of production from the customary level since; people would want to quench their thirst more. There are also customers who are health conscious meaning they consider deliberately the ingredients of the soft drink, to gratify their demands diet sodas were made and for those, who are price conscious, for example in the Philippines; Coca Cola Company has introduced “Coke sakto,” wherein 200ml bottle could be bought at around five pesos. For thorough details of each company’s adventure towards the global market the details are the following: The Coca-Cola has an outstanding vision for how to make the most of its priceless historical assets. It is one of the first corporations to move an entire advertising and brand history to an online Digital Media environment,” said Dick Anderson, general manager, Digital Media Solutions, IBM. “This type of advanced enterprise content management technology enables corporations to repurpose valuable assets, as well as improve efficiency, speed, continuity and collaboration in a way that gives them a competitive advantage. Their collaboration with IBM is their way of preserving its rich history at the same time the publicity of the said article would open new ideas for customers though, the said project benefits mostly their employees with that for the continual of their support, the stronger their workforce the better the production of their goods. It does prove that through IMC with the sophistication of technology would escalate the mass sales. Going back to the history of the Coca Cola Company, in May 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton’s bookkeeper Frank Robinson. Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted “Coca Cola” into the flowing letters, which has become the famous logo of today. Advertising was an important factor in John Pemberton and Asa Candler’s success. After the death of the fountain soda, which was housed in the drug store, the soda fountain counter served as a meeting place for people of all ages; comes the bottled soft drinks to update their product, in April 23, 1985, a new trade secret the release of the “new coke”. In 1969, The Coca Cola Company and its advertising agency, McCann-Erickson, ended their popular “Things Go Better With Coke” campaign, replacing it with a campaign that centered on the slogan “It’s the Real Thing.” Beginning with a hit song, the new campaign featured what proved to be one of the most popular ads ever created. Since, the consumer’s preference is widely varied, they are able to adapt and even make a statement. Through, the IMC the company was able to integrate public relations, advertising and sales promotion, direct, database, eCommerce marketing in one blow. Thus, today, products of the Coca Cola Company are consumed at the rate of more than one billion drinks per day. Pepsi Cola the competing company of Coca Cola Company has brought advertising in a strategic way just like in the year of 1996. They introduced the Pepsi Stuff program, which kicks off in most markets, is simple: consumers drink Pepsi, collect “Pepsi Points” and redeem them for Pepsi Stuff — a wide array of high-quality t-shirts, hats, sweatshirts, denim and leather jackets, sunglasses, kick sacks, mountain bikes, beach chairs, duffel bags and other Stuff that active people use and enjoy throughout the summer.  Two years after, to compete the rival company’s diet Coke; Pepsi launched Pepsi One nationally in October 1998, Pepsi-Cola Co. turned to its longtime Omnicom Group agency, BBDO Worldwide, New York, and spent more than million in measured media for just a fraction of the year. Launch ads featured Oscar-winner Cuba Gooding Jr. of the film “Jerry Maguire.” Their unique innovation through the use of a movie is one big scheme that communicates to the public especially to the fanatics to purchase their product. Market communication is not just about proving the quality of the product sold at affordable prices, it is being ingenious to speak between the advertisement and the likes and it’s in IMC where it has the all – in – one concept where its flexibility enables one to choose what fits best in the occasion. Knowing that the movie was a success, it has escalated the sales then it has to keep going, ABC and Pepsi look to make television history during the Pepsi ‘Play for a Billion’ Game Show on Sunday, September 12 with a Potential billion prize; ABC Stars Damon Wayans and Tom Bergeron to co-host with a special performance by Destiny’s Child. Pop stars are famous thus, made Pepsi prominent too. In addition of the prize money at stake in the said game show, the effect was it promoted two companies, the ABC Television Network where people would watch continually and at the same time honor the products of Pepsi. Through the years, they have accumulated vast popularity; those strategies kept them standing ’till the present. There are quite a few examples where the IMC has worked well in the modern era. Is anyone familiar of E-bay, Amazon, or Yahoo buys? Well, that’s what we call eCommerce where one can go online shopping at home. Call centers are also a perfect example of IMC as an outsourcing supply of costumers. In the advertisement phase where one can combine people support, customer care and product promotion, there had been outbreak of various tactics from food, gadgets, to leisure’s like travel agencies, the technique is to get a clear picture of what to market to drive the brand value. Industry and trade establishment like Coke and Pepsi that was mentioned earlier, the airline companies, and more importantly the media industries. This provide an outlook on how IMC works, accommodating yet stable enough to establish customer – based brand equity.             There are also establishments wherein they don’t advertise with the use of global concept of IMC, not because it’s not helpful to them but due to the reason that to a certain extent, it’s violating their code of ethical conduct. These are the hardware, architecture and the law firms. The means of building their name is by means of their competence or performance in their chosen career or job. They don’t build a brand name that needs publicity but their given name or the name of the firm itself. Its target is not the global market rather, an individual(s) who is need of their service. In putting up one’s name is by meeting the expectation, fulfilling the need and the satisfaction of their individual clientele(s), if they fail to do such their license would be at stake. They utilize one of concepts of the IMC’s which is known as the Personal Selling. Personal selling is using face – to – face communication between seller (architect, lawyer, and construction) and the buyer (client) wherein they are selling their services not some kind of branded goods. In order to attain the clientele’s trust, they have developed in them interpersonal communication skills that acknowledge their ethical principles in doing their business. Speaking of which, let’s take a look at the guidelines of the Architecture’s code of ethics, as an example. Building the ethics architecture: Compliance and values. Ethics architecture starts by identifying all compliance and values drivers-items that create the need for a focus on ethics. They include compliance, laws, rules, regulations, principles, and best practices. An example is the U.S. Federal Sentencing Guidelines. But more than compliance, there needs to be a focus on values that the organization considers critical to success, such as trust and loyalty. These values originate from the industry, the company, the culture, and employees and can be operationalized in a clear code of ethics. Strategies. The combination of compliance and values drivers creates the need for strategies, which are company-specific expectations, practices, knowledge, skills, attitudes, procedures, and tools that help guide ethical behaviors among employees. Practice areas. These are job activities or whatever HR job, task, or responsibility structures the company has in place. For each practice area, identify how each strategy and driver affect each employee’s activities and responsibilities. Knowledge, skills, attitudes make up each practice area; KSA’s support each strategy. An instructional designer, for example, working on building trust needs knowledge of negotiation, interpersonal skills, and a collegial attitude. Procedures and tools. Procedures include such processes as performance appraisals to establish and reward ethical behaviors and means by which unethical behaviors are handled. Tools can be a written code of ethics, a mission statement that includes values, or ethics training. Evaluation. Ongoing evaluation ensures that the ethics architecture is actually sustaining ethical behaviors.             In the statements above, it clearly shows that in order for an organization to function well and live harmoniously in the workplace one must follow set of rules and guidelines and in the observance of their code of ethics. These comprise the internal communication at every level of management. For an instance, in the top level of management where it is often handled by the CEO (Chief Executive Officer), President and the Vice – President, these people are mainly responsible in directing, controlling, organizing, and planning and evaluating the company’s resources. They, at the same time, think of the future of the company and set goals and objectives for them to base on their present and future dealings. In order to effectively function they delegate responsibilities to the middle level management. The middle level management comprise of the Plant Manager, Operations Manager and the Department Manager who are responsible in carrying out the top level managers decisions.  They are in-charge of taking long –term goals and turn them into short term goals which they can easily be achieve by the first line managers. The first line managers are the Supervisors, Forman, and Office Managers who assigns directly or trains workers on the job. All levels of management follow a referral system from one department to another for a wide array of alternatives in order to handle situations effectively and efficiently. The end result would tantamount to an increase of upcoming projects.             The barrier of IMC not to function effectively in the different levels of management would be if there is an insufficiency of ideas. The inadequacy of resources would be hard enough to generate and innovation of new trends in the market that the market would definitely dig up. Creativity must be a passion and an on going thing not just a mood swing for that what makes the IMC concept grow. It learns, relearns and educates itself with the updates of technology. Conclusion:                   Promotion is an effort by marketers to inform and remind people in the target market and about products and to persuade them to participate in the exchange. The tools included are advertising (paid, non-personal communication through various media by organizations and individuals who are in some way identified in the advertising message.), personal selling (is the face-to-face presentation and promotion of products and services), public relations (is the management function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and acceptance) , sales promotion (promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities. An Example of consumer sales promotions include free samples, cents-off coupons, and prizes), and internet promotion (knowing that most people tend to ignore internet ads, companies continue to use them hoping to tap into the huge online marketing potential). The combination of promotional tools an organization uses is called its promotion mix. Integrated Marketing Communication (IMC) is a technique that combines all the promotional tools into one all-inclusive and incorporated promotional strategy. In addition, it’s a process of developing and implementing swaying marketing communications to prospects and customers over time. The advantage of this concept is that when one is promote a brand value to capture a bigger market, it is easier, faster and widely reliable and available for the consumer to get hold of the product. Customers are easily attracted with discounts, freebies and most of all vibrant and playful advertisements matching with a well-known performer or model that would easy do the trick. It makes one wonder if the advertisements or commercials are true; given the curiosity this drives them to check the product out and if they get the satisfaction then, they would continually honor the product, much more they would eventually spread it with other customers thus, increasing the sales. This would also trigger them to invent or do refinements to catch the ardors of the customers. What makes IMC cost-effective it is because it works both ways; according to the Association of Advertising Agencies (1) recognizes the added value of a comprehensive plan that evaluates the strategic roles of communication disciplines (2) combines these disciplines to provide clarity, consistency and maximum communication impact. The practicability of IMC in working strategic levels is that it never ceases impress us; in the advent of high end technology It is easier to manipulate mass media with the help of other functionalities such as the lean management and total quality management this enables them to incorporate management operations in increasing sales volume. How? Due to the fact, that these operational functions allows each member of the corporation work their way out to meet the standards that has been set in every aspect of operation and at lowest possible cost. In here meticulous inspection is done to maintain quality before the dispensing. As mentioned earlier, low-priced commodities or goods is a good invitation for the consumer to accommodate in their day-to day budget. When we say, individual workforce doesn’t literally mean that in order to save cost, there is a need to lay off some clients. However, it directly tells us to chart added value activities and non-added value activities and that those that belong to the latter must be eliminated to avoid time wastage. Ergo, this improves the throughput and quality of the product at the shortest possible time. All in all the strategy is cost effective and well-balanced.                   The different levels of management, there must be proper coordination with each department to promote consistency of efforts. To drive their will power there must be work appraisal in order to motivate them to work harder and even better. Human Resource Department would also play a vital role to prevent employees become workaholic for that would be a barrier in such a way, that they would not be able to function effectively socially. Social interaction is a key for effective communication to take place. If you are not effective in the work place then, how will one be operationally effective in advocating the product when the base itself is weak? That’s why the sturdier the foundation, through the individual efforts who by day to day strive to meet their responsibilities that has been delegated to them by a centralized or decentralized management. Reference: ANON. 2005. Highbeam Web. [Online]. Available: http://hcc.cc.il.us/Staff/billm/spring05/busn110/Study%20Guides/sgch16.html [29 May 2006] Bellis, M. 2006.About. [Online]. Available: http://inventors.about.com/library/inventors/blpepsi.htm/ [27 May 2006]   Bellis, M. 2006.About. [Online]. Available: http://inventors.about.com/od/cstartinventions/a/coca_cola.htm [27 May 2006] Grein, A.F. 1999. Journal Advertising Research. [Online]. Available: http://www.highbeam.com/library/doc3.asp?DOCID=1G1:63669924&num=1&ctrlInfo=Round20%3AProd%3ASR%3AResult&ao=&FreePremium=BOTH [31 May 2005]   Griffin, T. 1997. Journal of Advertising Research. [Online]. Available: http://www.highbeam.com/library/doc3.asp?DOCID=1G1:20251598&num=6&ctrlInfo=Round20%3AProd%3ASR%3AResult&ao=&FreePremium=BOTH [31 May 2005]     Industry. 2006. Encyclopaedia Britannica. [Online]. Available:  http://www.britannica.com/ebc/article-9371351?query=industry%20in%20marketing&ct= [27 May 2006]   Jones, G. S. 2004. Journal of Advertising Research. [Online]. Available: http://www.highbeam.com/library/doc3.asp?DOCID=1G1:117854485&num=5&ctrlInfo=Round20%3AProd%3ASR%3AResult&ao=&FreePremium=BOTH [27 May 2006]     Kitchen, P. J., Brignell, J., Li, t., & Spickett, G. J. 2004. Journal of Advertising Research. [Online]. Available: http://www.questia.com/PM.qst?a=o&d=5006388250 [27 May 2006]   Levels of Management. 2000. Allen, G. [Online]. Available: http://www.brookings.k12.or.us/BHHS/BusEd/IntrotoBusiness/managment_levels.html [29 May 2006]     Lock, A. R. 2000. Highbeam Research. [Online]. Available: http://www.highbeam.com/library/doc3.asp?ctrlInfo=Round20%3AProd%3ASRWeb%3AHBResult&DOCID=1G1:68708850&num=2 [27 May 2006]   Mavondo, F. 2005. Journal of Advertising. [Online]. Available: http://www.highbeam.com/library/doc3.asp?DOCID=1G1:141294803&num=24&ctrlInfo=Round20%3AProd%3ASR%3AResult&ao=&FreePremium=BOTH [31 May 2005]   M2 Presswire.2001. Highbeam Research. [Online]. Available: http://www.highbeam.com/library/doc3.asp?ctrlInfo=Round20%3AProd%3ASRWeb%3AHBResult&DOCID=1G1:80724489&num=2 [27 May 2006]     McDonald, R. E. 2005. Journal of Advertising Research. [Online]. Available: http://www.highbeam.com/library/doc3.asp?DOCID=1G1:141294807&num=3&ctrlInfo=Round20%3AProd%3ASR%3AResult&ao=&FreePremium=BOTH [27 May 2006]     PR Newswire.1996. Highbeam Research. [Online]. Available: http://www.highbeam.com/library/doc3.asp?DOCID=1G1:18130593&num=1&ctrlInfo=Round20%3AProd%3ASR%3AResult&ao=&FreePremium=BOTH [27 May 2006]     PR Newswire. 2004. Highbeam Research. [Online]. Available: http://www.highbeam.com/library/doc3.asp?DOCID=1G1:122099445&num=6&ctrlInfo=Round20%3AProd%3ASR%3AResult&ao=&FreePremium=BOTH [27 May 2006]     Reich, K. 1998. Find Articles: where to look for what you need. [Online]. Available: http://www.findarticles.com/p/articles/mi_m4422/is_9_15/ai_53290977 [27 May 2006]   Swain, W. N. 2004. Journal of Advertising Research.  [Online]. Available: http://www.highbeam.com/library/doc3.asp?ctrlInfo=Round20%3AProd%3ASRWeb%3AHBResult&DOCID=1G1:117854487&num=1 [27 May 2006]   Tim, H. 2003. T&D [Online]. 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Marketing Communication – Case Study Analysis

src=”http://pagead2.googlesyndication.com/pagead/show_ads.js”> Marketing Communication Marketing (Encyclopaedia Britannica 2006) is...