Consumer Behaviour Essay

Art consumers in the modern world have increased their buying capacity of art as paradigms shifts to knowledge and information based concepts. Cultural diversity and technology are developing new forms of art and ways to market these art pieces to a wider range of art consumers. However, there is no room for complacency in art managers of art galleries. It is still best to incorporate sound motivational theories that guide marketing efforts towards being robust, effective and efficient. Three motivational theories had been highlighted forming a well-rounded strategy to approach art gallery marketing. Maslow’s heirarchy of needs gives a step-by-step escalation of man’s satisfaction levels. It was noted that although art cannot satisfy physiological needs, consumers can still be motivated to buy art as objects to satisfy their needs of self-esteem, belongingness and need to self-actualize. McGuire’s advice on motivating people offers looking into the cognitive and affective factors of man’s thinking process. The more art gallery marketing efforts cater to affective faculties of their consumers, the more selling will take place. And lastly, the theory of Freud has been chosen as another guidepost in defining what makes the consumer buy. Innate biological elements found in man such as sexual desires is the most commonly known Freudian motivation that is closely related to selling art. Construction of marketing strategies to sell art does not end in incorporating concepts from these motivation theories. These motivations must further zoom in on the consumer eventually. The way to fine tune the marketing strategy is to incorporate concepts found in the five-step decision making process that all consumers go through.   As the art buyer goes from recognizing his need to gathering information that will lead him to a possible purchase, to evaluating criteria affecting his possible purchase, to his actual purchase and to coming up with insights that happens during his post purchase, the marketing strategy of the art gallery is put into a test. INTRODUCTION The art market is slowly evolving. Art has evolved into many forms and galleries have transformed to accommodate a wide range of consumers. With the entrance of innovative technology, cultural diversity and faster access to information, art galleries been challenged to study and understand consumer behavior of this widening niche. â€Å"For the last few years, the media have trumpeted contemporary art as the hottest new investment. At fairs, auction houses and galleries, an influx of new buyers–many of them from the world of finance–have entered the fray. Lifted by this tidal wave of new money, the number of thriving artists, galleries and consultants has rocketed upwards.† (Spiegler, 2006) But amidst all this buying frenzy, sellers have remained steadfast to the consumer behavior theories that guide the markets. Buying behavior theories have not changed and remained formidable in figuring out what buyers want, why they want, how they avail of these wants and the factors that affect these decisions. Consumers of art hold special focused studies. Consumers who buy art also buy gas, groceries, basic services and insurance. Though there is culture in gas, groceries, basic services and insurance, these commodities does not directly fall under art. Art products and services are born out of a cultural industry. These consumers have their own consumer behaviors. â€Å"Consumer behavior is the process involved when individual or groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. It is important that marketers understand consumer behavior because wants and needs are satisfied best when marketers understand the behaviors of consumers.† (Hawkins, 1998) Therefore, appropriate buyer behavior theories must be employed to so that marketing strategies to sell products in art galleries will be most appropriate, effective, efficient and economical. THE PRODUCT AND SERVICE Marketing strategies start with knowing the product or service. Characteristics of these items for sale will be essential in finding the consumers who would want to buy them. Art encompass a wide variety of products and services. Art galleries themselves have evolved into stores that sell different art genres depending on how one beholds something as art, from the flea markets selling antiques to the fine art galleries bidding by the millions. Applied and decorative art are products found in advertising, architecture and urban design. Crafts, jewelry, fashion, industrial, product and interior design fall under this art category. Entertainment art provides enjoyment services such as film, recording and TV programs. â€Å"Fine art is motivated by ‘art-for-art’s-sake’. It is the primary research and development segment of the arts industry. It generates ‘enlightenment’, i.e. it sheds light on the nature of the human condition – on the individual and society. â€Å"It is primarily in the fine arts that new talent and technique are developed; new scripts and scores created; and, new images and styles set. Results of fine art ‘R&D’, like the results of scientific research, are sometimes adopted by for-profit enterprises in and out of the arts industry. And, as in pure science, fine art is not financially self-supporting. The right to fail is an essential artistic and scientific freedom – a freedom that requires patience and risk-taking on the part of patrons, investors and audiences.† (Chartrand, 2000) Heritage art subsumes all kind of art. It feeds contemporary art and is the one that sets standards of the following generations. This art inspires creators and enriches artists through its integration of scarcity and aesthetic value while employing a sense of social relevance and cohesion.   Ã¢â‚¬Å"Between 1969 and 1989, heritage art yielded the highest return of all financial investment opportunities (The Economist July 1, 1989). Furthermore, theft of antiquities is the most lucrative international crime. Ounce for ounce, an antiquity can be more valuable than drugs. It can yield a higher return, at lower risk of being caught, and generally produces less jail time if one is convicted† (Chartrand 1992a). MOTIVATIONS OF THE ART CONSUMER A person who walks into an art gallery is differently motivated compared to a person who walks into a McDonald’s burger store. A company who buys a 10 million art work does so with objectives different from its putting up a building worth about the same cost. Consumers of art are motivated differently and theories defining these motivations can help marketing strategist clear marketing goals and activities. Maslow’s Heirarchy of Needs Abraham Maslow (1908-1970) has been one of the century’s great inspiration in personality theories. The Maslow’s Hierarchy of Needs as illustrated in Figure 1 has helped both researchers, scholars, scientists and most specially marketing executives on how to motivate clients and consumers. Maslow believes that man is motivated based on the level of satisfaction he can achieve at a particular time when the product or service is offered him. And the levels of satisfaction starts from getting his physiological needs, then his safety needs and subsequently his belonging needs, esteem needs until he arrives at his self-actualization. Figure 1. Maslow’s Heirarchy of Needs (Boeree, 1998) â€Å"Maslow suggested the intuitively appealing notion that humans must satisfy the most basic objectives before they can move onto â€Å"higher level† ones. Thus, an individual must satisfy physiological needs (such as food and liquid) before he or she will be able to expend energy on less fundamental objectives such as safety. Only when basic objectives have been met will a person move on to seek such objectives as love and belonging, and only a small minority of people make it as far as seeking self-actualization.† (Boeree, 1998) Art consumers at the art galleries are motivated to satisfy a certain level of need as illustrated in Maslow’s diagram. Art definitely cannot be eaten and cannot quench physical thirst. Consumers who are still struggling to satisfy their physiological needs in the normal circumstances will not buy Art. Art buyers are usually motivated to consume art to satisfy safety, belongingness, need for self-esteem and to perform their self-actualization. A person will buy art to safeguard savings. Certain works of art appreciate in value as the artist becomes more popular or when he dies. More than once, the cultural scene has witnessed these value increases and rich people have coveted owning these masterpieces not for their artistic magnificence but more for their financial value.   A person will buy art to satisfy belongingness especially if he or she finds himself trying to get into company of art buyers. Belongingness would sometimes overpower physical hunger especially in these modern days when people have gone towards the limits of individualism isolating themselves from social groups that provide comfort in belongingness. In the early years of high art, kings and queens would have their portraits painted by in house artists such as Michael Angelo and Da Vinci. These portraits help a person increase his self-esteem. Coffee shops, banks and other commercial establishment hang works of art in their walls not so much for decorative purposes but these products increase the company’s self-esteem. Their clients are able to admire the company knowing that the company they chose is of the cultured type and can afford these works of art. Based on the Maslow’s Heirarchy of Needs, the marketing strategy must realize that in order for art galleries to sell their products, it has to appeal to the motivations of the people walking into the gallery. These gallery visitors are basically interested in art and the curator must work on satisfying needs. Marketing campaigns must cater to satisfying client’s need to raise his self-esteem or need to satisfy his belongingness. Strategies such as knowing the client’s kind of groupie or the client’s thoughts of himself will be a few effective tactics towards forging a sale. FREUDIAN THEORY Though highly controversial and continuously debated upon by psychoanalysts, Sigmund Freud has been the most popular theorist of the century due to the sexual nature of his findings. Basically, he suggests that â€Å"(1) much behavior has a biological basis which is (2) often sexual in nature, and (3) that early experiences in childhood will have a profound, but unconscious effect on later life–e.g., people who are rejected in an early, â€Å"oral† phase of development may become â€Å"oral retentive† and end up as wine connoisseurs later in life.† (Hawkins, 1998) For Freud, people are motivated by their sex drives. Though some sectors of the scientific communities do not believe this, advertising, film and marketing have used the Freudian theories and have remained successful in the promotion and selling of their products. Cars, cigarette, alcohol and other vices have used sex at one point or another in their commercials, posters or corporate IDs. MTV’s have evolved into using pretty boys and sexy girls to get the maximum buying power of teenagers and young adults. Even new generation anime features voluptuous heroes, heroines and villains. Wonder Woman has never been as seductive and Superman has been redrawn to sport more muscles that spell musk. Though Freud never really thought sexuality in the new millennium context, evolutionists understands this kind of sexual motivation due to the inherent nature of human beings to help the species survive and sustain power over the natural kingdom. The only way to keep from extinction is to continue procreation. In Darwinian logic, motivation to procreation is as sensible as breathing. Sex has always helped sell art. Art from ancient Greece such as sculptures Adonis or Venus were sometimes seen as pornographic. Though these artworks of nudity became monuments of great cities and tourist destinations that earn millions of dollars, parent of little children still become uneasy explaining nudity in these kinds of art works. Marketing art with tactics from the Freudian theories that sex sells would make marketing of art forms planned in a way that it attracts sexual motivations from the buyers. Art galleries, when opening an exhibit usually employs wine, beautiful ladies in little black dresses and music that appeals to the possible clients. This type of marketing style that is guided by Freudian motivation theories supports art works that have sexual undertones already in them. Bar owner Schrager narrates the reason for buying an artwork. â€Å"According to Schrager, the decision to commission Clemente for the ceiling mural and lamps was an easy one. â€Å"I love Clemente’s work, and I thought a ceiling mural would be appropriate for the place and location. For me, a lot of Clemente’s work has sexual undertones, and I thought it would fit in perfectly in the bar.† (Silberman, 2001) MCGUIRE THEORY OF MOTIVATION McGuire’s psychology of motivation stems from his cognitive and affective experimentations. Thinkers are seen to carry out directed-thinking tasks. These thought systems in people illustrate their motivations.   Ã¢â‚¬Å"Five dimensions that together provide an inclusive description of thought systems were identified. Two dimensions are cognitive: (1) size; and (2) cognitive-affirmational bias. Two others are affective: (3) affective desirability bias; and (4) people-favorability bias. The fifth dimension is (5) cognitive-affective congruence.† (McGuire, 2006) McGuire believes that affective stimulus influence the cognitive aspect of human motivations more. Men and women have different thought patterns since they react differently to stimulus. Knowing this, it is important for art galleries to note who has the buying power when couples walk into the gallery to purchase the artwork. At culturally diverse markets, art managers need to address what could stimulate affective motivations in their clients. Sometimes, talking to an art manager who understands the client’s affective stimulus like race or culture is effective. â€Å"More buying power translates into more art-buying ability. Art dealers and publishers are keenly aware of this. But what they also need to understand is that while African Americans are looking to buy more high-quality art, they’re also looking to buy from dealers and publishers who understand them and will cater to them.† (Hagan, 2004) 5 STAGES OF DECISION MAKING PROCESS Equipped with the three motivational theories above, the next important part of the marketing strategy is integrating the promotional or advertising activities to the five stages of the decision making process that each art buyers goes through whenever they are in making a decision whether to buy, to buy later, or not to buy. Source: http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/ Problem recognition is the stage where the buyer becomes aware of his need. Awareness of needs does not happen like magic. Need is stimulated. The client must be aware of his need from its unconscious state to the conscious and articulate status. Commercials that stimulate problem recognition are effective because they can visually show what the client does not have and therefore, just by looking at advertisement, the client realizes his lack of that product thereby moving towards the process of coveting the product for himself. A blank wall will stimulate a need to buy art. An empty corner can stimulate a person to acquire a statue. Occasions and celebrations from birthdays to monthly anniversaries to grandmom or grandpop days and other more outlandish occasions can also create the rationale to make the consumers think of buying art. The second phase is where the client begins to look for information that will lead him into being able to find the product or the service that can quench his need. In the case of art galleries, a person must be able to find the art gallery. This ease of art gallery access will be attained with proper promotions and advertising. Art gallery accessibility geographically will also be essential in attracting buyers who are currently looking for information so satisfy their needs. The Internet is the latest virtual shop where buyers from around the world can be tuned in at the same time. With the Internet platform as marketing tool, selling is definitely without borders and without pressure of time. The buyer from spread of mouth information can also acquire details on how to locate the art gallery. Employers had always stressed good service because positive feedback is the gateway of businesses. With the information at hand, the consumer goes to the third stage of the decision making process which is the evaluation stage where alternatives are ranked. â€Å"This stage establishes the criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, indian gets highest rank. If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by â€Å"framing† alternatives.† (classnotes, 2006) Art galleries’ marketing strategy must make sure that the criteria set by its consumers are achieved. After product characteristics, price is usually the next criteria that the client considers. For art, the prices depend on a flexible standard. Other pieces are â€Å"priceless† while other art products are set by how the community valuates the artist. This is where the talent of the art manager or the curator comes in. Framing the art product, literally and figuratively spells putting on more weight on the piece or turning the off the client’s needs which will surely fail selling the product when the fifth decision making process starts. The fourth stage is the purchase stage. The buying value is affected by three possibilities as the client decides from whom to buy, when to buy or if the client decides not to buy. Purchase from art galleries will be affected by the terms of sale, credibility of the establishment and return policies. Tax information on artwork is an important information that will tip the scales towards the sales. A news clipping shows reaction of buyers and galleries on impositions of added tax to art pieces. â€Å"Paying an 8.8 percent tax on art doesn’t discourage him or his wife, Virginia, from buying, but he said he could imagine â€Å"it would slow some people down.† That’s what worries the Seattle Art Museum.† (Hackett, 2005) The atmosphere of the art gallery, and happiness of the shopping experience influences the time of sale. Some galleries maintain calmness in the gallery depicting unstressful experience for the buyer. Especially with purchases of millions of dollars, the atmosphere must be as much stress free as possible. The last stage of the process is the post purchase stage where the client reflects on the purchase that he did. The buyer usually compares the purchase with his expectations based on the need he originally formed. In the post purchase stage, either the art consumer is satisfied or unsatisfied with the purchase. Customer satisfaction or dissatisfaction is affected by his value perceptions. Art buyers know there is inherent value in art works. Physically, art is just a piece of paper or canvass with pigment but the images and visualization that the artwork shares to the consumer is what is of value that have been purchased. For artwork, one piece may create more value to another person depending on the level of beauty value he gets from the work of art. His satisfaction therefore depends on the value that the art product or experience in buying the artwork communicates to the buyer. Art galleries are cultural venues where patrons are soon established. The repeat-purchase behavior found in the art galleries must be high and excellent because these repeat buyers are also automatic promotional agents of the art gallery. Appreciating an art piece in a hotel lobby, an interested consumer would normally ask where the piece was bought. And that is first lead of the art gallery that happens outside the gallery. Patrons of the art help in lessening the cognitive dissonance of art consumers. When there is a feeling of anxiety after purchase, the consumer looks for elements outside his decision that would help him be assured of his purchase and publicity of the art gallery’s success or social responsibility or how famous people patronize the gallery helps in relieving cognitive dissonance in post purchase stages of consumer decision making process. CONCLUSION Everyone buys art at one time or another. The time and cost of art that an individual buys depends on his motivations as incorporated in many studies in consumer behavior backed by psychological discourse and experimentations. With the need for the art industry to profit and keep the industry afloat, marketing strategies benefit from these motivational theories. It is safe to note that whenever a painting or a piece of art lands in a hotel lobby, or a financial establishment, a museum or simply in a living room wall, much human activity has been put into it that basically further increases it s social and cultural value. References Boeree, George. 1998. Abraham Maslow. Retrieved October 31, 2006 from http://www.ship.edu/~cgboeree/maslow.html Chartrand, Harry Hillman. 2000. The Public Life of the Arts in America†¨Joni Cherbo and M. Wyszomirski (eds),†¨Rutgers University Press, April 2000 Classnotes. 2006. Consumer Buying Behavior. Retrieved October 31, 2006 from http://www.udel.edu/alex/chapt6.html Silberman, Vanessa. 2000. Results of Consumer Survey Shed Light on Art Buying Behavior. Art Business News, Nov, 2000 Hagan, Debbie. 2004. Black buying power shows strength in art: growing incomes and more national exposure of African-American art translates into a widening base of art buyers – news. Art Business News, Jan, 2004 Hackett, Regina and Michelle Nicolosi. 2005. Art collectors fault state agency on tax issue. Seattle Post – Intelligencer Reporters. Friday May 27, 2005. Retrieved October 31, 2006 from http://seattlepi.nwsource.com/local/226106_reactart26.html?source=rss Hawkins, Del I., Roger J. Best, and Kenneth A. Coney (1998), Consumer Behavior: Building Marketing Strategy, 7th ed., Boston: McGraw Hill. McGuire, William J. & Claire V. McGuire, Yale University. 2006. Cognitive versus affective aspects of phenomenal thought systems focused on persons. Retrieved October 31, 2006 from http://www.sydneysymposium.unsw.edu.au/1999/abstracts.htm Spiegler, Marc. 2006. Time to Reform the Art Market? The Art Newpaper. Retrieved October 31, 2006 from http://www.forbes.com/collecting/2005/05/30/cx_0530conn_ls.html

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ATP †¨Movement of molecules FROM a region of HIGH concentration TO a region of LOW concentration = DIFFUSION †¨The movement of molecules FROM a region of HIGH concentration TO a region of LOW concentration with the HELP of carrier proteins or channels = FACILITATED DIFFUSION Membrane proteins that move molecules across membranes by attaching, changing shape, and flipping to the other side like a revolving door = CARRIER PROTEINS Membrane proteins that help molecules across membranes by providing a tunnel = PROTEIN CHANNELS†¨The movement of WATER molecules from HIGH concentration to LOW concentration across a cell membrane = OSMOSIS Stage 3 Stages 1 2Which kinds of transport use VESICLES to help molecules across membranes? ENDOCYTOSIS (PHAGOCYTOSIS PINOCYTOSIS EXOCYTOSIS Photosynthesis Chemical Reaction for photosynthesis: Water + Carbon dioxide à   Glucose + Oxygen 6H2O + 6CO2 ïÆ'   C6H12O6 + 6O2 Process by which plants and some other organisms use light energy to convert water and carbon dioxide into oxygen and high-energy carbohydrates such as sugars and starches Chloroplast- site of photosynthesis Cellular Respiration- process that releases energy by breaking down glucose and other food molecules in the presence of oxygen; Aerobic means with oxygen (O2); Anaerobic means without oxygen (O2) -Glycolysis- Means the splitting of glucose; Occurs in the cytoplasm of all cells in every organism; It does NOT require oxygen; A net of 2 ATP is made during glycolysis. -Fermentation – Anaerobic Pathway-There are 2 types of fermentation: Alcoholic Fermentation-Occurs in yeasts and bacteria, CO2 and ethyl alcohol are produced (bread dough rising); Lactic Acid Fermentation-Occurs during strenuous exercise (burning fatigue in muscles) -Cellular Respiration Totals: Energy produced per glucose molecule; -Glycolysis = Net of 2 ATP; Kreb’s Cycle = 2 ATP; Electron Transport Chain (ETC) = 32 ATP; Total = 36 ATP per glucose molecule Mitochondria â€Å"powerhouse†- site of cellular respiration= MAKING ENERGY! Manages the process by which energy stored in food molecules is transformed into usable energy for the cell. Other cell organelles: Vacuole- stores water, waster, enzymes and other materials (like a water tower) Golgi body- sorts and packages proteins (think of UPS) Nucleus- brain/control center of the cell; instructions for making proteins Lysosome- digests worn out organelles, food particles, and engulfed bacteria viruses (like a janitor/clean up crew) Ribosome- site of protein synthesis (think of meat-has protein in it) Cell membrane- controls what enter and leaves the cell, â€Å"semi or selectively permeable† (like a bouncer) Mitosis: produces 2 genetically identical, diploid body (somatic) cellsDiploid: full set of chromosomes Meiosis: produces 4 genetically different, haploid sex (gametes) cellsHaploid: chromosome # is half Practice Questions: Cell organelles carry out specific metabolic processes. 1. Study the statement above. Which cell organelle manages the process by which proteins are sorted and packaged to be sent where they are needed? a. ribosomesb. lysosomesc. Golgi bodiesd. vacuoles 2. Study the statement above. Which cell organelle is responsible for storing  enzymes and other materials needed by the cell? a. ribosomesb. vacuolesc. mitochondriad. lysosomes 3. Study the statement above. Which cell organelle manages the process by which proteins are assembled based on DNA instructions? a. mitochondriab. lysosomesc. ribosomesd. vacuoles 4. Study the statement above. Which cell organelle manages the process by which energy stored in food molecules is transformed into usable energy for the cell? a. lysosomesb. golgi bodiesc. mitochondriad. ribosomes 5. Study the statement above. Which cell organelle manages the process by which worn out organelles, food particles, and engulfed viruses or bacteria are digested? a. ribosomesb. lysosomesc. vacuolesd. golgi bodies 6. Which of these is not an advantage gained by organisms which reproduce sexually? a. Genetic recombination created genetic diversity within a species. b. Some percentage of organisms within a species will be likely to survive and reproduce despite harsh environmental conditions. c. Genetic diversity reduces the risk of species extinction caused by hard environmental conditions. d. Genetic diversity weakens a species’ overall ability to survive harsh environmental conditions. 7. A fertilized egg created through sexual reproduction- a. has a combination of genetic material that is unique in the species b. is genetically identical to other eggs of the same parents c. is genetically identical to the parents d. contains genetic material from only one parent 8. Organisms reproduce asexually in a variety of ways. A bacterium reproduces by making a copy of its chromosome, growing larger, then dividing into two separate, genetically identical cells. This process is called- a. regenerationb. binary fissionc. vegetative reproductiond. budding 9. Which of the following statements about sexual reproduction is false? a. Organisms that reproduce sexually produce sex cells called gametes. b. Fertilization is part of the sexual reproduction process. c. In sexual reproduction, a single parent produces identical offspring. d. A zygote is produced through sexual reproduction. 10. Study the chemical reactions below. Photosynthesis: Cellular respiration: Plants produce more oxygen during photosynthesis than they use in cellular respiration. What happens to the excess oxygen produced during photosynthesis? a. It is used as an energy source by plant cells. b. It is released into the air and is used by other organisms for respiration. c. It is converted into heat energy. d. It is a waste product which is never reused. 11. Which of these is inhaled by animals, then used in respiration? a. carbonb. oxygenc. nitrogend. water 12. One of the products of photosynthesis is glucose (C6H12O6). Which of the following statements about the production and use of this molecule is false? a. Plants use the energy from glucose to convert nutrients to body tissues and grow larger. b. Glucose that is not immediately used by the plant is stored for later use. c. Plants use the energy from glucose to manufacture a variety of plant products. d. Glucose that is not immediately used by the plant is lost as waste material. 13. Tigers, goldfish, peacocks, and humans all reproduce sexually. Which statement is true about sexual reproduction? a. It is not a factor scientists use to define different species. b. It involves the joining of an egg and sperm into one cell. c. The offspring are genetically the same as their parents. d. Sexual reproduction can only take place by internal fertilization. 14. Jackson is growing a bean plant in a pot. One day Jackson notices that the plant is wilting. He waters the bean plant and within a few minutes the plant begins to perk up. This is because the plant has taken up water by osmosis. At what structural level does osmosis occur? a. organs b. tissues c. cells d. organ systems Organisms as different as bacteria, mushrooms, algae, oak trees, and human beings are all made of cells. 15. Read the information above. Which statement is true for all cells? a. All cells have the same shape. b. All cells need energy to survive. c. All cells are surrounded by a rigid wall. d. All cells belong to organ systems. Michelle is looking through a microscope at a cell from an onion root. She sees a cell that is in the process of dividing to make a new cell. This is what Michelle sees: 16. Study the diagram and the description above. If Michelle were able to find an onion cell that had completed division, what products of cell division would she see? a. four different cellsb. only one cellc. two identical cellsd. four identical cells 17. Study the diagram and the statement above. Michelle is observing cell division in an onion cell, but this type of cell division also occurs in the human body. Which statement is not true about this type of cell division in humans? a. This type of cell division is humans produces sex cells as well as body cells. b. This type of cell division in humans occurs while bones are forming during development. c. This type of cell division in humans can be affected by viruses. d. This type of cell division in humans is necessary to heal cuts and wounds 18. Study the diagram and the description above. What is the name for the process Michelle is observing? a. mutationb. meiosisc. mitosisd. metamorphosis 19. Study the diagram and the information above. Which of these statements about cell division is true? a. A newly formed daughter cell has less DNA than its parent cell. b. Cells divide at random times. c. New cells formed by cell division can replace dying cells in an organism. d. The phases of cell division can occur in any order. 20. A special type of cell division, called meiosis, is used to form sex cells or gametes. Which statement is true above this type of cell division? a. The products of meiosis are two identical cells. b. DNA is not copied at all during meiosis. c. The new cells have half the DNA of the parent cell. d. Meiosis is complete after only one round of cell division. 21. A person with swollen gums rinses his mouth with warm salt water, and the swelling decreases. Which has occurred? a. The swollen gums have absorbed the saltwater solution. b. The saltwater solution lowers the temperature of the water in the gums. c. The salt in the solution has moved against the concentration gradient. d. The water in the gums has moved from a high to a low concentration of water. 22. What advantage do sexually reproducing organisms have over asexually reproducing organisms? a. genetic variationb. genetic stabilityc. increased fertilization rated. increased reproductive rate 23. What is the most likely function of a group of cells that contain a high number of chloroplasts? a. respirationb. transpirationc. fermentationd. photosynthesis 24. In humans, glucose is kept in balance in the bloodstream by insulin. Which concept does this best illustrate? a. adaptationb. homeostasisc. metabolismd. organization 25. In which way are photosynthesis and cellular respiration different? a. Cellular respiration stores ATP, while photosynthesis releases ATP. b. Cellular respiration produces oxygen, while photosynthesis uses oxygen. c. Photosynthesis releases energy, while cellular respiration stores energy. d. Photosynthesis uses carbon dioxide, while cellular respiration produces carbon dioxide. 26. Which statement best distinguishes aerobic from anaerobic respiration? a. Only aerobic respiration involves fermentation. b. Only anaerobic respiration occurs in the mitochondria. c. Only aerobic respiration requires oxygen. d. Only anaerobic respiration produces carbon dioxide. 27. Which most accurately describes the difference in ATP production between aerobic respiration and anaerobic respiration? a. Aerobic respiration produces more ATP than anaerobic respiration. b. Anaerobic respiration produces more ATP than aerobic respiration. c. Only anaerobic respiration produces measurable amounts of ATP. d. Anaerobic and aerobic respiration produce the same amount of ATP. 28. A human skin cell contains 46 chromosomes. How many chromosomes are present in a human sperm cell? a. 23b. 46c. 92d. 138 29. What is homeostasis? a. the ability of an organism to maintain a relatively stable internal environment b. the production of a hormone by an endocrine gland that works on another endocrine gland c. a series of events that monitor how hormones work in the body d. a process in which a change in the environment causes a response that returns conditions to their original status 30. If the body stopped producing new Beta cells, what would the expected outcome be? The pancreas would no longer release glucagon High blood glucose levels would continue to become normal Insulin would no longer be released Alpha cells would become beta cells 31. You just ran a marathon (26.2 miles) and your body is trying to reach homeostasis. Which of the following statements is true? Your blood vessels will constrict to conserve heat Your blood vessels will dilate to release body heat Your body’s control center will shut down Your brain will tell your body not to sweat

Features of a Successful Brand

Features of a Successful Brand The word brand is derived from the Old Norse brandr, meaning to burn. It refers to the practice of producers burning their mark (or brand) onto their products. A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. A brand represents many more intangible aspects of a product or service: a collection of feelings and perceptions about quality, image, lifestyle and status. It creates in the mind of customers and prospects the perception that there is no product or service on the market that is quite like yours. In short, a brand offers the customer a guarantee and then delivers on it. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity it affects the personality of a product, company or service. For a successful brand there are lot many thing to do that are as follows: First of all you should know about the market that are you are going to target also a very clear idea about which target segment you are eyeing. People usually think that making a brand is just having a logo, tagline, and business card; youve completed your branding. But, unless youve carefully considered and defined ALL five of the key brand elements-position, promise, personality traits, story, and associations-you still have work to do. And, until youve infiltrated your brand into every level of your organization and built the discipline of consistency into every behavior, action, or communication-both internally and externally-you are not yet on the path to a successful brand strategy. Five Key Brand Elements Brand Position: Positioning is the art of creating a brand that can persuade and realistically demonstrate its relevance to a customers daily life to become his or her regular choice. The Brand Position is the part of the brand that describes what your organization does and for whom, what your unique value is and how a customer benefits from working with you or your product/service, and what key differentiation you have from your competition. Positioning is not created by the marketer or the individual brand itself, but by how others perceive it. Marketers dont create the positioning; rather, they create the strategic and tactical suggestions to encourage the customer to accept a particular positioning in his or her mind. For instance, bread and milk are not branded items, and despite companies push to try and brand the two products, no company has found much success building brand equity. When customers want either one of those staple items, they usually choose what is on sale or w hat is available on their local grocers shelves. Beer and cola, on the other hand, are heavily branded product categories: Consumers have formed a relationship with and will search out their preferred brands. To position your offering properly, you need to identify the key attributes or benefits that represent the value of your product or service. That will, in turn, create trust in your brand. As you begin to understand the relationship that your customers have with your brand, you will be able to more efficiently meet their needs, wants and desires through your brand. Brand Promise: The Brand Promise is the single most important thing that the organization promises to deliver to its customers-every time. To come up with your brand promise, consider what customers, employees, and partners should expect from every interaction with you. Every business decision should be weighed against this promise to be sure that a) it fully reflects the promise, or b) at the very least it does not contradict the promise. Benefits need to be backed with some sort of persuasive reason to believe the products hype. Many times, products or services have some formula or patent that is unique from all the other brands out there. Why do we trust Pantene shampoo, for instance? Because we believe in the brands revolutionary Pro-V formula that leaves hairs strong and healthy. Why do we believe Secret antiperspirant will keep women smelling sweet? Because its pH balanced for a woman, and not a man. Ask yourself: What promises are you making about your brand? Can my products or services follow through on those promises? Brand Personality: Brands that carry with them a true persona, and the beliefs and experiences similar to a personality make a brand rise to a new level. After all, its hard not to like someone with a good personality. In matters of branding, a personality helps to humanize an otherwise inanimate object or service so that a prospects defenses are lowered. An attractive brand personality can pre-sell the prospect before the purchase, reinforce the purchase decision, and help forge an emotional link that binds the buyer to the brand for years to come. In such cases, you are more willing to overlook flaws and search for strengths. A brands personality can offer the single most important reason why one brand will be chosen over another, particularly when there are few product or service features that are different between competing brands. The personality gives the consumer something to relate to that can be more vivid than the perceived positioning of the brand. Although a strong ident ifiable personality is not imperative, it can make it easier for customers and prospects alike to understand what the marketer has to offer. Even more important, a brand with a distinctive personality presents the would-be buyer with something he or she can relate to as an individual, a practical prerequisite for success in an increasingly individual-driven marketplace. Personality is usually shown in three ways. Provider-driven Provider-driven images are popular with services because there is a greater need to build confidence between the provider and seller since there is usually an intangible product on the table. Brands that lean heavily on the provider image include insurance companies and financial institutions. Prudentials The Rock and Allstates Youre in good hands, show that the brand is trustworthy and their brands reflect the same attitude. Image of the user Other brands like to show that the people who use the brands are people that you could be friends with, relate to, or want to be like. Many companies with branded products geared toward Generation X and Y use this tactic. However, these generations are also skeptical of marketers and are keenly aware of when a brand is targeting them. Image of the product or service As strange as it may sound; packaged products often take on a personality that consumers can relate to. Whether through a mascot or an animated figurine, products come to life to give consumers more than just a brand to trust, but also a face. For instance, the Pillsbury Doughboys laugh reinforces that the product will make your family feel good. Brand Story: The Brand Story illustrates the organizations history, along with how the history adds value and credibility to the brand. It also usually includes a summary of your products or services. The story and meaning of your brand is its most valuable and irreplaceable asset. Great brands large or small have a story that conveys both a truly valued attribute and an attitude which in combination sets them apart. You can rarely make up a great brand story, its usually already there. Our role is to uncover that story for you, bring it to life and then integrate it throughout your business. Most brands today dont have the financial muscle to buy awareness or market share and operate in arenas where consumers are no longer spectators. Instead they are constituents that ask increasingly tougher questions of brands. This makes it critical to ensure that brands not only encapsulate a business or products unique story but also work as hard as possible at every touch point. Brand Story has a wealth of experience gained from working with blue chip top 100 company brands to absolute start-ups and were equally comfortable and motivated in both scenarios. Brand Associations: Brand Associations are the specific physical artifacts that make up the brand. This is your name, logo, colors, taglines, fonts, imagery, etc. Your brand associations must reflect your brand promise, all of your brand traits, and support your brand positioning statement. Brand Associations are not benefits, but are images and symbols associated with a brand or a brand benefit. For example- The Nike Swoosh, Nokia sound, Film Stars as with Lux, signature tune Ting-ting-ta-ding with Britannia, Blue color with Pepsi, etc. Associations are not reasons-to-buy but provide acquaintance and differentiation thats not replicable. It is relating perceived qualities of a brand to a known entity. For instance- Hyatt Hotel is associated with luxury and comfort; BMW is associated with sophistication, fun driving, and superior engineering. Most popular brand associations are with the owners of brand, such as Bill Gates and Microsoft, Reliance and Dhirubhai Ambani. Brand associations are formed on the following basis: Customers contact with the organization and its employees; Advertisements; Word of mouth publicity; Price at which the brand is sold; Celebrity/big entity association; Quality of the product; Products and schemes offered by competitors; Product class/category to which the brand belongs; POP ( Point of purchase) displays; etc One Mantra Once youve developed and defined a relevant brand, you must begin building the brand with employees, customers, prospects, partners, etc. through consistent execution. Repetition is the key to the success of the branding process. Now after building up of your brand you must check out these three things at regular interval of time and that is your employee, customers services that you are offering. Because building up of any brand your employee play a very vital role. No one, including your employees, will ever really know or remember what your brand is, unless it is the same every time they are exposed to it. They only present your brand to the customers by direct conversation. If your product is good enough then customers will come again again and also convey the same to their friends relatives. Whether it is planned or not, word of mouth is well worth the effort it takes to generate it. Word of mouth is still considered the most potent marketing communication of all because its dispensed by the most credible sources of all ordinary citizens who dont carry a built-in bias of commercial sponsors. When your company is lucky enough to be the beneficiary of word of mouth, your identity problems may be over, and your capacity problems may just be beginning.