Clamp and clamp stand Essay Example for Free

Clamp and clamp stand Essay In this project I am going to investigate rates of reaction of an indigestion tablet when added to hydrochloric acid. The variable I am going to use will be the temperature of the acid. (All background knowledge used in this project was taken from previous experience notes and experiments from work done in year nine) What are rates of reaction? The rate of a reaction is the speed at which a reactant is turned into the product. Chemical reactions can take place at very different rates (eg. explosions, rock formations). A rate is measured as: A change in something (eg.loss of mass/mass of gas given off) Divided by The time it takes to change/disappear Rates of reactions can be measured in two different ways: How fast reactants disappear How fast products appear Many factors affect rates of reaction:   Surface area The greater the surface area of a solid, the greater the area of the particles that is exposed and likely to collide with other particles, meaning more successful collisions can take place per second. Therefore reaction between acid and a finely powdered salt will take place faster than a reaction between the same acid and a lump of salt. Concentration of solutions The rate of a reaction increases as the concentration of the solution increases. This is because there are more solute particles to collide with a fixed volume of solvent particles. Therefore more successful collisions take place. The rate of a reaction is directly proportional to its concentration (i. e. as concentration doubles, rate doubles. ) (This is assuming that any reactions taking place are not exothermic and that no other variables are changed)   Temperature The rate of reaction increases as the temperature increases. This is because at a higher temperature the particles move around faster (due to heat energy being converted into kinetic energy) and have more chance of colliding with each other. Also, there is a greater chance of effective collisions. However, unlike concentration, this is not proportional. As the temperature begins to increase, the rate increases slowly, but as it gets higher the rate increases faster, creating a curved graph.   Catalysts Catalysts are substances which increase the rates of chemical reactions but are not used up or altered in any way altered themselves. They provide an alternative method of collision requiring less energy. (eg. enzymes in the body are natural catalysts). Pressure of Gases When the pressure of a gas is increased, the molecules have less space to move around in. This increase in concentration makes them collide more often. What is Collision Theory? Collision theory states that the more successful collisions per second there are, the higher the rate of reaction. In order for a collision to be successful (or effective) there needs to be enough energy, speed and strength to break the bonds in the colliding molecules. Collisions between molecules are stronger at higher temperatures. In an ineffective reaction, the molecules just rebound off each other. My Experiment I am going to investigate the relationship between rates of reaction and temperature. I chose temperature because it is easy to keep the concentration constant and from previous experiments I have noticed the graph has more points of interest than that of concentration (see page 2). I could do this in two different ways:   Measure how fast reactants disappear This can be measured either by weighing a solution before and after to check mass change, or by sight (for example seeing how long it takes before a cross under a cloudy solution is no longer visible. ) The latter is inaccurate and not easily measurable as human error plays too large a part. However, I could weigh the mixture before and afterwards   Measure how fast products appear This can be measured in many different ways, depending on the state of the product. If it is a gas, the gas can be collected and measured in a gas syringe. First, I need to look at the equations for the reactions of the active ingredients in the tablets with the acid. These active ingredients are: Magnesium Carbonate Calcium Carbonate Sodium Hydrogen Carbonate General Equation: These equations show that the final products are a metal salt, water and carbon dioxide. I can either measure the mass before and after adding the tablet to the hydrochloric acid or collect the gas given off. I chose to measure the gas (after my preliminary experiments see page 7) because:   I think this method can be modified to produce good results. Also in the preliminary experiments I worked out a good volume of gas to collect (see page 7). It does rely on human judgement (in starting and stopping the stopclock) but all other methods involving timing do also. Within this, there are two different ways that the gas given off can be measured:   I can measure how long it takes for the reaction to give off a fixed volume of gas.   I can see how much gas is given off in a certain time. I am going to use the first method, as I think that the stopclock will be more accurate than the gas syringe as I only want to measure the time to the nearest second. Also the gas syringe only has markings every for every 5cmi of gas given off, and therefore it would be easier to measure to a marking on the syringe. Prediction and Hypothesis. I predict that as the temperature increases, the rate of reaction will increase also. This is because at a higher temperature there is more heat energy to be converted into kinetic energy, making the particles move around faster. Faster moving particles have more chance of colliding with each other and the greater quantity of heat and energy means more effective collisions are created. As I wrote earlier (see page 2), a graph of temperature/rate should look like this: a. Because the two wouldnt mix at 0i C or less I have to start at a temperature above that. Therefore the graph wont go through the origin. b. To begin with the rate of reaction rises slowly. c. It increases faster as the temperature increases, giving a line which gets rapidly steeper. Plan NB. Although this is the final plan for the actual experiments, a lot of the volumes and other measurements werent worked out until the preliminary experiments were done (see pages 6, 7 and 8). In the preliminary experiment section I have specified the areas that I was investigating.   Get out equipment as specified.   Measure out 50cmi of hydrochloric acid (concentration 4mol/dmi ) into a conical flask using a burette. Measure the temperature of the solution and adjust it until it is the required temperature (by adding more cold/hot water into the beaker its in).   Make sure the gas syringe is back to 0.   Add two whole tablets to the solution, put the bung in and start the stopclock (or get someone else to start the stopclock).   Swirl the solution gently to aid the reaction. When 50cm i of gas has been collected stop the stopclock   Remove the bung from the conical flask to avoid too much gas being collected. Note the temperature and the time taken.   Repeat the experiment, and then do the same for six other temperatures. To ensure that this is a fair test, there should only be one variable, temperature. Therefore the temperature of the acid is the only thing that I should change. I should try to keep the volume of acid the same (by using a burette), keep the concentration of acid the same, only use whole tablets (to keep the surface area the same) and try to swirl the acid in the same way each time. Range and Readings Before the preliminary experiments I had decided to take six readings, all with repeats. These readings would have been either five or 10i C apart and would have ranged from approximately . During the preliminary experiments I investigated this further (see page 8), and revised this original method. However, I did realise beforehand that there were several different ways I could get temperatures of 50i C. I could use a Bunsen burner to heat the acid or I could stand the acid in a beaker full of boiling or hot water. The second method seemed the best because it was easily controllable, the temperature wouldnt rise too quickly, and you could also stand the acid in ice to cool it to 10i C. I didnt change this part of the method, as it seemed to work effectively. Equipment Use Conical flask. This will hold the hydrochloric acid and the tablets. It needs to have a bung in it and a tube with a bend in it which can be connected to the gas syringe, to stop any gas escaping during the reaction. As I am using two whole tablets, I dont need to have one with a particularly wide neck. Clamp and clamp stand These will hold the gas syringe at the correct height to connect to the conical flask. Gas syringe This will measure the volume of gas given off during the reaction, or the length of time it takes to give off a given volume of gas (50cmi ). It should measure to the nearest cmi. Burette This will be used to measure out 50cmiof hydrochloric acid accurately (it measures to half a cmi , and therefore is more accurate than for example a measuring cylinder. ) Thermometer This will be used to ensure the temperature is kept correct and constant leading up to the experiment. It measures to half a degree. Tub I will stand the conical flask in a tub full of hot water/ice which will bring the acid to the temperature needed. Stopclock This will time how long it takes to collect 50cmi of gas. This should be accurate to the nearest second. Diagram of Equipment Safety Certain safety precautions must be taken when using acids and other potentially harmful substances: Goggles must be worn to protect eyes. This is especially important as I am heating acid (although gently) and hot acid may spit before or during the reaction.   If there are spills with corrosive acids they must be cleaned up immediately and thoroughly to prevent accidents (for example slipping on acid), and any skin that comes into contact with the acid must be thoroughly washed. Hands should be washed anyway after using acid.   After my experiment I must make sure that everything is cleared away effectively. I must not leave any acid or other substances out to prevent it becoming a safety hazard.

The Red Badge Of Courage :: essays research papers fc

In The Red Badge of Courage, Stephen Crane uses fear to bring you into the story and keep you there. Crane’s main character Henry, â€Å"the youth†, is the prime example for this point. Henry’s fear is the entire novel’s basis. Throughout the story, Henry goes through different phases of fear.   Ã‚  Ã‚  Ã‚  Ã‚  Henry starts out to be a rebellious teen wanting to join the army and gain the glory and recognition that comes with it. He fails to realize that fame and glory don’t come easy. He realizes that he is going to have to work for it and this is where his fear stems from. Once enlisted, Henry finds himself on the field of an ensuing battle. He debates if he will fight with his side, or run off into the woods. The battle starts, and Henry keeps to his position through sheer fear of dying. When the opposing side appears to retreat, the Union side celebrates pre-maturely. Moments later, the South re-groups and attacks again. Henry this time does not stay and fight. The first wave was hard enough and this time Henry is too afraid to stay. As he ran into the woods, he began to question the slaughter he had witnessed in the battle. When Henry comes out of the woods into another regiment another soldier slams him over the head, giving him a false red badge of courage, for not letting go of him.   Ã‚  Ã‚  Ã‚  Ã‚  Henry, scared and wounded, stumbles in the dark overcoming a great fear of the Southern army, by wandering through dark and unknown land, to find his way back to camp. He finds a friend who leads him to his regiment. Henry, afraid of what his regiment will think of him, begins to think of a story to make his injury seem realistic. Trying not to give away it’s actual origin, Henry comes up with a gunshot wound story. His regiment gives him the glory he wanted, but under false circumstances. In the following days, another battle takes place. Henry fearing again what his regiment would think of him has to stay and fight. Henry is so into keeping the origin of his wound hidden that he stands behind a tree and fires shot after shot towards the army. He continues to fire after the rebels had retreated; another soldier had to stop him. Henry is seen as a great soldier.

Apple International Marketing Essay

1. If you would be working for Apple (Ipad or Iphone) what strategies would you pursue in order avoid situation like what is happening today to Nokia Apple Inc. has already had a spectacular break-through in the technological race when it firstly released Iphone in 2007. Since when, there was a revolution in the technology field especially, in the Personal Computer (PC) industry involves: smartphone and tablet computer. If I worked for Apple Inc., in order to retain as well as to enhance the position of Apple in Today’s market, I would apply, deploy and develop the Relationship marketing with â€Å"Differentiation† strategies based on 4P includes: Product-Price-Promotion-Place. Product Firstly, people have to admit the truth that the present success of Apple was built on the brilliant products. Compared to Nokia, Apple already created a key competitive advantage that raises company to a new level. The failure of Nokia was a cost lesson for others mobile phone manufacturer in the world. The main reasons leading Nokia to this moment situation is company already missed a valuable opportunity in smartphone revolution as well as its products. Even though, later on Nokia unveiled smartphone Lumia but it did not satisfy the consumers’ demand and expectation. Nokia product’s designs are not attractive and fashionable as Iphone. In addition, the products are outdated interface, lack of applications and outdated technologies compared to Apple’s products. Consequently, Nokia loose its leading brand value in the mobile phone industry. Meanwhile, Apple realized and took that opportunity then turned it into huge success. Hence, Apple should continue the product differentiation strategy. It mainly focuses on investing more in creating and developing the new and innovative technologies, which are totally different from competitors’. The products should be usually updated and upgraded in both its particular outlook (thinnest, most lightweight, unique, fashionable and outstanding) and functions (convenient, ease-use, support applications and service etc.). This is the only way to make company continue keep its crown as innovator in the intensive technological competition. Price Secondly, despite the Apple is assessed as â€Å"the tech industry’s high-price leader† with Premium price, people are still willing to purchase its products at a particular price. The main point is price set based on the â€Å"product Differentiation strategies†. Therefore, in order to exist and grow in the price war, the company not only retain the same price strategy but also use more the pricing Skimming and Reference strategies: launching a same product line but in different price points depending on the features and drive capacities. It may be better for Apple than using the penetration pricing strategies by suddenly decreasing the price to expand or approach new market. Promotion In order to get the large impact from media and society, one key in the Apple’s marketing is its traditional promotion strategies by creating hype and excitement before the launch of products. Apple is considered as â€Å"Phenomenon† and each marketing communication relating to â€Å"Word of mouth† created huge impact on consumer behavior. Organizing significant campaigns with special slogan to introduce and get emotional response about the new products, which concentrate on the consumer psychology: the curiousness, self-esteem, desire and passion in new technologies Place Finally, expanding and opening new multi-distribution channels with high sales volume (retail store chain and online sales). Simultaneously, more creating the strong relationship with worldwide retail partners. In conclusion, Relationship Marketing based on â€Å"Differentiation strategies† focusing on customer retention and satisfaction, which in order to enhance, increase customer loyalty and sustainable development. Apple Inc. has to understand the market dynamic to keep its track as market driven by inventing the unique and creative product lines as well as innovation technology. 2. On the other hand, if you would be working for a competitor of Apple (Tablet or mobile), what strategies would you adopt in order to compete against Apple Apple (Iphone and Ipad) is considered as the biggest rival in the PC industry of Samsung (Galaxy S), Nokia (Lumia), Google (Nexus), Amazon (Kindle Fire). Even though, Apple has been dominating the PC industry but its target market selection is â€Å"Market specialization†. The weakness of Apple is the limited market share because of the premium price and most Apple content can only run on its selected devices. If we are competitors of Apple, we can use the Apple’s strategies to compete against it. It means we should also apply the â€Å"Differentiation strategies† to provide more perceived value to consumer. Every time, Apple releases new product or any application, we might prepare to create and unveil our amazing different products with adding more value proposition. Take for instances, to accompany with product, we can offer new innovative or free (or low cost charge) applications, software, movies, TV shows, games, e-books, cloudy computing or even more drive capacity etc. Although, we do not have as strong customer loyalty as Apple has, our competitive advantage is offering the same product’s quality with a competitive price which is less than Apple’s but still not too low to confirm our position in the market. In addition, as some Apples’s competitors (eg: Kindle of Amazon) did, they used the bundle pricing strategies combine two or more products and sell these at a reduced price or offer programs: buy once but easy to access content on other devices ipad, iphone, tablets . Then little by little getting the expansion international scale with â€Å"Full market coverage† (different product lines suitable for every customers) through different market entries, distribution channels and marketing communication campaigns. 3. Make a SWOT analysis for Apple (Ipad and Iphone) Apple’s SWOT analysis a. Define what are the biggest threats and opportunities for Apple in the future Threats Nowadays, the high technology industry seems to be in the â€Å"Saturation† but in the future, people still believe there would be remarkable changes. In the future, the most threats that Apple may face is the intensive and high level in technology competition. The threats might be coming from both existing and emerging competitors. The growing in the market share leads to the consequence that there growth in perception and needs/demands of customers. In addition, there are more and more counterfeit and fake products overflowing market that affect directly to the company image and sales. If Apple cannot find the solution, soon company is surpassed by others competitors. Opportunities: Ranking as a top leading innovator brings many open-opportunities for Apple. The biggest opportunity of Apple is changes in technology offer new and innovative products. The company can even get and deploy from the outsourcing for its research and development. Creating the technology revolution and changing desire of information age affecting to most generations. As one of the most famous philosophies of strategic marketing pioneer – Regis McKenna: â€Å"Markets for new innovative products do not exist, they have to be created, and defined†. Therefore, creating and expanding the product/service lines by Apple could help them define its market, raise sales and increase their product portfolio. b. Define what are the biggest strengths and weaknesses of Apple today Strengths In 2012, this is the second time when Apple is ranked the world’s most valuable brand according to â€Å"The 2012 BrandZ Top 100 Most Valuable Global Brands†. It is said that the Apple’s brand success is driven by three elements confidence, competence and customers. Might be the reason why people purchase Apple’s product because they just care about its brand and image. As the David Haigh stated in the annual report on the world’s most valuable global brands: â€Å"Brands are the most valuable assets in business today. They drive demand, motivate staff, secure business partners and reassure financial markets. Leading edge organizations recognize the need to understand brand equity and brand value when making strategic decisions† – David Haigh, CEO, Brand Finance plc. Apple is successful in creating its identity and emotional branding that all most the whole world can recognize. Long term brand building will engage consumers on a variety of touch points that create the high loyalty. Weaknesses Entering the Niche market with the premium price strategies, which can considered as Apple’s weakness. The price wars between competitors will also affect to Apple’s profits. Moreover, the company’s target market selection is â€Å"Market specialization† then it quite limits the market share cause products provided by Apple meet the demand of middle/ upper class and people are interested in innovation technology. Reference Mr. Francois Simon’s lecture and materials http://www.tutor2u.net/blog/index.php/business-studies/comments/nokia-and-strategic-change-the-essential-a2-business-case http://theapplephenomenon.blogspot.fi/ http://www.brandfinance.com/images/upload/bf_g500_2012_web_dp.pdf http://www-sul.stanford.edu/mac/mckenna.html http://www.wpp.com/wpp/press/press/default.htm?guid={92b52c53-fc68-45e0-aaea-34fe6fbd769b} http://www.amazon.com/gp/feature.html?ie=UTF8&docId=100071977 http://www.saleschase.com/blog/2012/04/03/little-known-secrets-of-apples-pricing-strategy/ http://www.saleschase.com/blog/2012/03/13/the-best-of-apples-marketing-strategies/ http://blog.openviewpartners.com/apples-marketing-strategy-history-repeats-itself/ http://blogs.gartner.com/eric-knipp/2009/09/28/cost-leadership-and-differentiation/ http://www.slideshare.net/kaushiik10/apple-inc-marketin-and-distribution-strategy

A Brief Note On Brush And Floss, That s How It Goes !

Brush and Floss, That’s How It Goes! 1.Dentistry was not something I wanted to be when I was young. It was actually this year that I changed my mind and decided it was something I really wanted to achieve. Dentists are hard working and very patient. It takes time and effort becoming one, it’s not just about being in an office. In order for someone to become a dentist, there are many requirements. It’s a challenge, but it’s worth it! 2.Dentist’s are a great significance to the world. According to U.S News â€Å"Dentists identify and treat problems concerning a patient’s mouth, gum, and teeth† (Dentist Overview). You have to be extremely responsible and know what you’re doing. There are many different types of dentist, some choose to specialize†¦show more content†¦Dentists are required to do many work. They go from gathering data for diagnosis, providing information about oral disease and prevention, screening and charti ng orals, monitoring individuals oral health, to removing decay teeth and filling cavities, examining x-rays of teeth and gums and repair cracked or fractured teeth. 6. According to â€Å"Dentists., â€Å"All dental schools require applicants to have completed a certain science course, such as biology and chemistry, before entering dental school†(Bureau of Labor Statistics) they also need a bachelor’s degree in order to enter certain dental schools. There are many opportunities all around the world, many dentists may work in their own private dental office or even for a local health department. 7.They can work full time, some dentists even work on the weekends! 10/13.Some major satisfaction and financial rewards in becoming a dentist is getting payed well. Dentists are one of the most payed jobs in the United States. The more demand for better looking teeth and cleansing, causes the demand for dentists to grow. This causes more jobs to be opened, and more opportunities to those who are barely graduating from dental schools, â€Å"due to improved technology and consistent dental care, young people are experiencing fewer dental problems† (Is Dental School In Your Future). A recent college graduate would make a little less than the average dentist makes and a person with five years ofShow MoreRelatedCase Study Essay33967 Words   |  136 PagesView Nursing Assessment: Medications Taken at Home Enalapril (Vasotec) 5 mg PO bid Pioglitazone (Actos) 45 mg PO every morning Furosemide (Lasix) 40 mg/day PO Potassium chloride 20 mEq/day PO 2. Which of these medications may have contributed to M.G.s heart failure? Explain. Thiazolidinediones, such as pioglitazone, may increase the risk of heart failure and should not be used in patients with symptoms of heart failure. They commonly cause peripheral edema and weight gain (which are the result of

Historical Background And Todays Situation Of Lgbt Essay

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Alan Duncan turns into the primary Conservative MP to be open about his sexual introduction, without being pressured. Case Law: In the Goodwin v the United Kingdom case, judges decided that the UK Government ought to oblige the requirements of trans individuals by issuing new birth testaments and allowing marriage to somebody of the inverse sex. 2.2 Time Line of Change in LGBT Laws of UK: 2.2.1: In 2003 U/s 28 is revoked in England, Wales and Northern Ireland, lifting the restriction on nearby powers from the educating in any kept up school of the worthiness of homosexualityShow MoreRelatedLgbt History And The Modern Era1737 Words   |  7 Pages There are many topics prevalent shown throughout history. History books in today’s society highlight the majority of groups of people and historical events. This essay will prove that there is a problematic issue where LGBT lives and existences are being erased throughout history and the modern era. 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Role Of Procurement And Supply Chain Management Essay

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Marketing Consumer Behavior Relationship Marketing

Question: Describe about the Marketing Consumer Behavior for Relationship Marketing. Answer: Introduction The purpose of the following assignment, which is divided into three distinct segments, is to make a fruitful analysis of numerous aspects like marketing, consumer behavior, and customer retention plan and market segmentation. Most significantly, the report intends to review a particular organizations approach for marketing communication through evaluating the highlighted facets. For succeeding upon this individual goal, the assignment has chosen one of the most reputed car manufacturing companies General Motors. Moreover to note, that the entire discourse is going to be presented through the point of view of the marketing executive of the organization. For any international manufacturing organization, brand loyalty is one essential aspect that is required to establish the feet in a globalized market. In this context, it is important to keep in mind that the brand loyalty is dependent upon market segmentation, marketing mix and communication channels for promotion. The concerned report is going to consider these aspects in respect to General Motors with highest priority. The initial segment is going to depict a picture of the background of General Motors, customer segmentation, buyers behavior and a recommendation for using customer relationship management for customer retention. The next part however, proceeds with identifying the features and benefits of General Motors marketing communication. Alongside, this part will examine the role of communication channel in marketing mix and the advantage and disadvantage of marketing tools of two kinds above the line and below the line. The third and ultimate section of the assignment is going to be a recommendation for future success regarding marketing for the selected organization. 1. Organization background Name: General Motors Organization type: General Motors (GM) is an international enterprise that manufactures designs and distributes vehicle and its parts. Fundamentally, GM is a profit-based organization operates in almost 37 countries with twelve individual brands. Organizational size: The amount of the net revenue of GM in the year 2015 has been $152.35 billion and the total number of employees working for the company is around 216,000 according to GMs annual report of 2015. The companys reputation is strongly dependent upon the product quality and the huge range of products sold by the enterprise. Some of the most popular brands of products sold by GM are Jie Fang, Ravon, HSV, Cadillac, Chevrolet, Wuling, Vauxhall and Buick. For obtaining a huge amount, the company operates the business of exporting vehicle organs across the countries (Kurt and Hulland 2013). Customer base General Motors potentially holds both kinds of customer base relationship business-to-business and business to customers. The enterprises business-to-business relationship runs with those companies to whom GM exports vehicle parts and business to customer with the internal and domestic customers (Flores et al. 2013). Main competitors General Motors main competitors include Ford Motors, Toyota Motors Corporations, Honda Motor Company and Ferrari N.V. Customer segmentation of General Motors The aim of the company in terms of market segmentation is to target different groups for their customized customer specific products to maximize the revenue scale. According to the perception of the company the entire market is a single piece of market to be targeted. Hence, GM believes to impress customers from middle class financial background to high class. However, for the upcoming new models, which are planned to be sold under the brand of Chevrolet, the company could segment their market firstly by geographically. GM has already decided to make customer segmentation in places like Australia, Russia, Indonesia and Thailand. Therefore, the enterprise could select the customers of the south East Asia, United States of America and the countries of South America and Europe instead of Mexio, India, Brazil and China (Helper and Henderson 2014). GMs appropriate customers for the new Chevrolet model could be the entry-level purchasers of car. In specific, for the upcoming series of Chev rolet, the young section of the countries that belong to a relatively wealthy background. Buying behavior of segmented customer The essential need to stay potential in a competitive global world for automobile companies is necessarily related with customer satisfaction. Following that order, an organization requires to have coherent knowledge about the buying behaviors of their segmented market section for target (Armstrong et al. 2012). For General Motors, one of the key target markets is the entry-level buyers of car. Therefore, their buying behaviors for car are hugely dependent upon socio-cultural and economical factors. Financial factor According to the current market scenario, consumers or first time car buyers stay always price conscious. Hence, it can be perceived that their buying nature could be attracted by competitive prices. For the entry-level buyers of the upcoming models of Chevrolet, it would a concern to investigate how much cheap these new models are than the new models launched by other companies. If they will find that they are having the car in moderately and comparatively low price, they will invigorate the selling for General Motors (Kotler et al. 2015). According to this scenario, General Motors may starting campaigning through their most applicable communication channel to broadcast that they are going to bring new models in best market price. Promotions would be the most relevant way to influence the mind of the entry-level buyers. Rampant promotions through online social media and posters could work in favor to lure the eyes of the segmented market. However, prior to move with this step, GM re quires to undergone a thorough market research to have a clear idea about the current trend of market price (Batra and Keller 2016). On the other side, it is a concerning fact that the main the buying behaviors of the target segment is influenced by the socio-cultural aspect in respect to brand loyalty. If GMs brand loyalty has already made a strong place in the minds of the family of the target market, then it will become easy for the company to have a huge spike on the revenue scale. Recommendation for improving customer retention by CRM (Customer relationship management) In the current scenario, customer relationship begins even after the purchase. The whole concept of customer retention has now turned to depend on the strategies taken in terms of customer relationship management. CRM is fundamentally perceived as the strategic practice taken by an organization for vitalizing the growth of sale, to make strong business relationship and thereby retaining the customers (Christopher et al. 2013). For a leading automobile company like General Motors, a strong CRM strategy could work for collecting relevant customer related data using various communication channels. It should be kept in mind before making fruitful recommendations that CRM helps in adopting apt procedures for customer retention. For GMs upcoming launch of new models under the Chevrolet brand, it can be recommended that CRM software The company needs to consider one major fact, which is the entire practice of CRM is should be started with the sales stuff. Considering this fact, GM could use the specific software of CRM that helps in collecting valuable data about the target market and the existing customers. GM already has the lifecycle strategy that helps them to retain an impressive number of populations. Relationship between sales stuff and consumers through the GRM software has the potentiality to prove fruitful as per the certain facts. First, it will make the customers feel special and they will understand how much priority the company is putting on them (Kotler et al. 2015). Second, as the sales stuffs are responsible for staying on the front zone to make interaction with the customers, it would help them make loyal customers if they have a handful of information regarding them. Consideration on ladder of loyalty In the context of retaining customers and making a loyal relationship with them, GM requires to give focus on the model of ladder of loyalty, which is considered as one of the most useful concepts of relationship marketing. In order to make long-term relationship with the existing and new customer, GM needs to attract new customers and retain their old one through abiding the five steps of ladder of loyalty model, which are suspect, prospects, customers, clients and advocates. Varied types of loyalties such as transactional, long term and collaborative could be built by following this model. For instance, for achieving the transactional relationship, GM should consider attracting the suspects and prospects by promotion. On the other hand, for long-term relationship with the customers and the clients, GM should provide discounts and membership offers. According to the loyalty model, if GM could successfully transform the audience from being suspects to clients, they would acquire advo cates who will responsibly inform other to buy their product instead of buying their products repeatedly (Harridge and Quinton 2012). For example, the long running success of Tesco PLC is the result of their culture to follow the ladder of loyalty model. Figure 1: Ladder of Loyalty (Source: Harridge and Quinton 2012) Moreover, along with this strategy, for the new target market, the company should include one-year worth of discount for oil changes as a strategic policy in terms of CRM (Percy 2014). 2. Facility of external marketing communication of GM Rudimentarily, external marketing communication of any business organization plays the role to achieve marketing objectives such as customer retention, sales growth and availing more alternatives for investment. General Motors likes to organize public events, direct marketing, advertising through online, and offline ground. As part of the advertising in terms of the external marketing communication, the enterprise uses online social media like Face book, YouTube, LinkeDin and Google (Balmer 2013). As part of the offline channels for external marketing communication, the company hugely depends on the newspapers and posters. Most importantly, advertisements help the organization to lure the customers by showing product features, price and any additional benefits that the company is providing along with the product. Therefore, it works as one of the potential tools for customer retention also. The key benefit of advertising for General Motors is related with the companys amount of inve stment upon it. GM prefers invest a good amount of their revenue for advertisement marketing (Aaker 2012). For example, in the last year, the company has successfully tracked the ROI (Rate of Increase Internet) of social media by integrating Facebook with the tool of vehicle configuration. GMs corporate and executive communication helps in directing news for media relations and philanthropic relations. Furthermore, it helps to make product publicity in the global context. Instead of them, GM prefers to make public events in terms of product communication, which provides the opportunity to interact with the distributors, target market, and obtain their opinions and reactions regarding the upcoming launch of product (Armstrong et al. 2014). The company believes that direct marketing is the best option for gaining feedback. According to Chuck Kirk, direct marketing has been employed for each of the companys brand as standard process. Mr. Kirk believes that in the last year near about 40% of the target market including the existing customers have chosen emails in form of direct marketing for making queries about the upcoming products and has side by side provided some relevant feedbacks (Lee and Messerschmitt 2012). Moreover, Kirks thinks their communication with the custo mers and the dealers have enhanced through their GM BOOKLET that is established under the title of direct marketing. According to the annual report of GM, GM BOOKKLET has successfully supported to increase the number of clients by near about 25% who has shown their interest over calls and emails. It should be mentioned that GMs external marketing tools are working efficiently as per the AIDA model that stands for awareness, interest, desire and actions. Their online marketing is potential enough to raise brand awareness and increase the desire among the target market. The promotional advertisements are mainly responsible for making a clear differentiation between the model of GM and its competitors (Rawal 2013). In this way, the advertising activity is fulfilling the very first aspect of the DRIP model that is differentiation of a service. According to the DRIP model, an advertisement needs to reinforce a new brand message, increase awareness and persuading the audiences in the right way (Niu and Ho 2014). Considering the external marketing communication of GM, it is however not clear whether the marketing options are fulfilling last ground of DRIP model or not. Use of marketing communication for marketing mix The support of marketing communication for marketing mix mainly indicates the influence of communication channel s upon one of the main components of marketing mix, which is promotion (Akaiwa 2015). It is interesting to note that marketing communication is fundamentally made up by the four elements of marketing mix price, promotion, place and product. However, there is probably a misconception that marketing communications are used for supporting only product and promotion. Price, place and even modification on the quality could also be afforded through communication channels. General Motorss main channels of marketing communications such as online social media, direct marketing help the enterprise to gain feedback. With the help of the feedbacks, the company makes successful customization upon their products (Lee and Hoffman 2015). For example, GM provides free test-driving as part of their external marketing communication and has recently introduced Facebook integration through ve hicle configuration device. Both of them help in making convenient customization upon the product based on feedbacks. Nevertheless, instead of making active contribution upon building awareness, corporate communication in terms of external marketing communication influence another significant component that is place (Wells 2014). For instance, General Motors online promotions for their new cars under the Chevrolet brand are for main four territories, which are Mexico, India, Brazil and China. Their new promotional advertisements are clearly indicative of the place of the target market that is the urban area. On the other hand, GMs blog post and YouTube videos are supporting to display the customized range of price of the new models of Chevrolet. Advantages and disadvantages of marketing tools of above the line and below the line General Motors above the line marketing tools, such as mass media proved to be comparatively efficient than the below the line marketing tools. It is because, the companys above the line tools, which are used for targeting a large number of customer are relevant as per the fact that most of the company customers are frequent with online social media. However, it could not be neglected that GMs test driving event in terms of below the line promotional tool also works in favor for the company (Heerde et al. 2013). Modification or any further customizations are done based on the feedbacks gained from this particular below the line marketing option. General Motors above the line tools mainly include newspaper, radio channels and online social media. According the company, most of its targeted segment caught impressed with their models through YouTube ads, promotional stunts through television channels and LinkeDin profile (Leroi-Werelds et al. 2015). However, the main disadvantage of the companys above the line marketing tools is they are not helping to acquire the proper number of audience who are watching their advertisements. On the other side, most of the options selected by the company have less difference with the above the line promotional tools of GMs rival organizations Ford and Toyota. It has been identified that number of audiences for visiting online promotional contents of Ford are more than GM. Therefore, it can be said that the company requires involving in earned social channels like whitepapers and Pinterest. Therefore, it is understandable that GMs ATL tools are possessing the advantage of having a wide market share as well as having more exposure. However, it is unfortunate that in form of disadvantages GMs ATL tools are proving too much expensive and sometimes the company is being unable to attract their target audience with their ATL tools as most of the devices and techniques used by GM are found similar with their main competitors Ford. However, the main advantage of GMs BTL is they are being able to make one to one contact with the target market and the promotions most of the time seems less expensive. That is how GM is able to invest huge amount on their ATL tools. However, GM is failing to compete with its opponent company Ford in terms of below the line (BTL) marketing aspects. Seemingly, GMs publicity through public events and banners are working less potentially. Hence, the main disadvantage of the companys below the line promotional tools is the company failure to make the promotional events in the proper places. Most of the time, they are likely to make events on the same places due to the availability of required resources like media and most of the target audience. On the other side, rival organizations are attempting to attract the rural areas along with the urban ones by making innovative public programs in terms of below the line marketing facets (Liu and Shankar 2015). Moreover, the main disadvantage o f the BTL channel is that the company stays reluctant about fulfilling the requirement to use the localized contents. It has found that GMs public events most of the fail to relate with different culture and society and as a result the marketing team receive less success in targeting the target market. Another disadvantage of GMs BTL is their marketing team needs to have extensive training for targeting customers from diverse culture. 3. A new marketing communication campaign Instead of having several fruitful options for digital marketing, General Motors should consider implementing a personalized mobile friendly application for both their existing and new target market. In the world where technical advancement is increasing on a fast pace, most of the business organization belonging to profit or non-profit field are implanting the mobile application for customer retention and brand loyalties (Ansari and Riasi 2016). For the new target audience a customized application would work as the easiest portal to share personal views or resolve any query and even placing order for any new model. The campaign for this new marketing communication tool will seem befitted as through this application, the audience can get latest information about the superior features of the model and can even be acquainted with the new offers and discounts (Tellis 2014). Two SMART objectives The first objective regarding the mentioned communication campaign would be to enhance the brand awareness. The objective is specific as through the new strategy, GM can make an intimate connection with their target market. At the same time, it is attainable as the company has already been very successful in making brand awareness through their online social media (Bendixen 2016). Therefore, it can be predicted that a new communication option like personalized mobile application would prove relevant in the eyes of all the individuals included in the ladder of loyalty. On the other hand, the objective can be measurable through GMs online searching tools heat maps and site speed. The entire campaign may take one and a half month and it is relevant as per the fact that most of the audience of GM is frequent user of online media (Peck et al. 2013). The second objective regarding the new campaign would be to reduce communication gap with the customers. It is a relevant objective according to the fact that GM is still considered running slow for making a warm approach to the audience of the developed countries (Hirst et al. 2014). Therefore, the objective would be measurable through feedbacks in about four to six months of time span. An applicable marketing communication mix A convenient marketing communication mix for GM should be incorporated with discount, public relation through online promotion and event sponsorship. Promoting offers regarding discount through personal relationship tools like emails and other mediums like newspaper, television and YouTube is justifiable considering one of the main buyers behavior, which is to buy products in minimum price (Shani and Chalasani 2013). On the other hand, GMs event sponsorship programs will be helpful in terms of promotion as well as to acquire feedbacks through test drives. The most important element in the mix for GM will be making brand awareness and comfortable public relation through mobile application. It will work as promotional tool for broadcasting both the product and its price. A mobile application available in every smart phone will play an essential role in increasing brand awareness, as the application will be designed to be user friendly in terms of providing answers for any query and new data about model features and discounts (Hansson et al. 2013). On the other hand, considering one of the most important parts of marketing mix place, the company could utilize their BTL technique. It has been found that the BTL technique are giving disadvantages as GMs event sponsorships are identified to be less relevant to suit different cultures and places. That is why if GM will consider utilizing localized contents to customize their public events like free test drives and trade fairs more suitable for different cultures, they can utilize the role of place fruitfully in terms of marketing communication mix. Methods to measure success The following methods could be applied to make a fruitful measure for the ultimate result regarding the new marketing communication plan The result could be measured through the revenue scale after six month of the new launch of products (Boone and Kurtz 2013). The outcome could be identified through the feedbacks gained from GMs website and Face Book page Through a thorough market research after the launch of the new range of cars, the company could get a clear idea about whether their new marketing campaign is catching more eyes than their rival or not (Mallen 2013). Conclusion The entire report has brought out some significant aspects about the existing external marketing strategy of General Motors. It says that the company is successful with both of their below the line and above the line marketing tools. However, the company needs to follow the model of ladder of loyalty to increase the brand awareness and to reduce the communication gap with the target market. According to the report, GMs new model of cars under the brand of Chevrolet will target the entry-level car purchasers whose buying behavior is hugely influenced by price. Therefore, GM has to influence the target audience by providing the product in best market price. References Aaker, D.A., 2012.Building strong brands. Simon and Schuster. Akaiwa, Y., 2015.Introduction to digital mobile communication. John Wiley Sons. Ansari, A. and Riasi, A., 2016. An Investigation of Factors Affecting Brand Advertising Success and Effectiveness.International Business Research,9(4), p.20. Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014.Principles of marketing. Pearson Australia. Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2012.Marketing: an introduction. Pearson Prentice-Hall, London. Balmer, J.M., 2013. 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