Research Korner: Home Care

Trends in home care and the implications of data on the ways that people obtain care

Assignment 3: Drawing on evidence from online government statistics and at least one other online source outline current trends in the provision of home care and discuss the implications of these trends for ways in which people obtain care and support themselves.   Introduction             Home care, which is also known as domiciliary care, pertains to the provision of care in the residence of the patient by professionals making visits or staying with the patient or by family members, friends or other people.  Home care provided by professionals refer to formal care although this is done outside of the tradition care environment or setting while care given by family members, friends and other people pertain to informal care. (Kirk & Glendinning, 1998) The core idea of home care is to provide assistance to service users to support their independent functioning and continue living in their own domiciles. As a general concept, home care encompasses a wide range of services from the preparation of meals, assistance in transport, or provision of day care. Direct payments received by providers of home care are exempt from taxation. (Department of Health, 2007)Home care has grown in importance over the past years because of the high cost of obtaining care in the traditional venues. While, home care also involves financial, psychological and social costs, this has become an alternative mode of care for many people. Financial costs expenses especially in formal home care. Psychological cost pertains to the burden especially on informal carers of handling the difficulties involved in providing care. Social cost refers to the loss of social life of informal carers by engaging in home care. (Kirk & Glendinning, 1998) Another reason for the growth in the importance of home care is the value given to independent living. People are innovating on more and more ways of obtaining care and supporting themselves. It is of due importance to consider trends in home care and the implications of data on the ways that people obtain care.   Current Trends in the Provision of Home Care             The statistical data on the provision of home care for England and Wales and Scotland shows a common trend, which is the declining number of clients engaging home care and the increasing number of hours of home care involved. This means that while the number of people obtaining home care is declining, the number of hours of home care received is increasing.             In the case of England and Wales, the Department of Health (2007) reported that the number of home care clients reached 334,500 households or 346,700 individual service users obtaining 3.9 million hours of home care. The number of households and services users represents an increase by 3 percent relative to data in 2006. The number of hours represents a rise in the care contact of 4 percent when compared to 2006. The Scottish Executive (2006) reported that the number of home care users has increased to 70,657 clients representing a level off in number when compared to the year-on-year statistics since 2002. This supports the trend in England in Wales of the decline in the percentage increase in the number of home care clients. Furthermore, the Scottish Executive (2006) added that the total number of working hours involved in home care given to clients continue to be on the rise with percentage increase of 3 percent when compared to data in the previous year of more than 604,000 hours of care. On the average, the hours of care for every service user is increasing since the percentage increase in 1998 is 5.1 percent and it has now increased to 8.5 percent. The United Kingdom Home Care Association Ltd (2008), a private association of home care providers, reported a similar trend in Northern Ireland with 22,599 individuals engaging home care. The number represents a 32 percent increase in individuals obtaining home care when compared to data for the decade, although this also represents a declining rate of increase.             Another trend is the rise in the intensity of home care needs of clients. This explains the decline in the number of users of home care services but an increase in the number of hours received for home care. This implies that even for serious care needs clients are now considering home care as an alternative to traditional venues of care, particularly voluntary admission into care facilities and institutions in the long-term (Department of Health, 2007). In addition, there is also the prioritisation for home care services for serious care needs, as explained by the decline in the demand for minor care needs and the rise in the demand for serious care needs (United Kingdom Home Care Association Ltd, 2008). Moreover, another explanation is a growing preference for care arrangements that would allow individuals to live independently by obtaining the care they need at home (Scottish Executive, 2006; National Statistics, 2008).             Still another trend is the rise in the expenditures for home care across the United Kingdom including both private and public expenditure. For England and Wales, the total annual private expenditure reached £1.46 billion a year (Department of Health, 2007). In Scotland, the annual private expenditure is £34 million a year (Scottish Executive, 2006). In Northern Ireland, the number of private expenditures is insufficient to cover the value of home care making public expenditures the dominant source of home care expenses (United Kingdom Home Care Association Ltd, 2008). Public sector expenses for home care in the England £2.59 billion (Department of Health, 2007), £498 million for Scotland (Scottish Executive, 2006), and £109.8 million for Northern Ireland (United Kingdom Home Care Association Ltd, 2008). This coincides with the growth in the intensity of home care services, with serious care involving greater expenses when compared to minor care services.             Another important trend is the preference for independent care service providers. In England and Wales, there is a 13 percent increase in the number of households obtaining care from independent providers (Department of Health, 2007). This finds explanation from the purchase of the public sector of home care services from independent providers instead of providing care services themselves. In Scotland, the home care services provided by the public sector declined from 89 percent in 1998 to 56 percent at present (Scottish Executive, 2006). The same is true for Northern Ireland, although the public sector remains the primary provider of 65 percent of home care the private sector now provides 35 percent of home care, an increase compared to the previous years (United Kingdom Home Care Association Ltd, 2008). This implies a number of things. One is the development of the private home care sector indicating competitiveness and options for home care clients. The other is the greater interest of the public sector for commissioning, contracting, and outsourcing as a less costly option.             In terms of the types of service and service clients, these ranges from extra care housing, in-house supported living, rehabilitative service, intermediate care service, and community support team with the numbers all the intensity of demand for these services showing a year-on-year increase (Department of Health, 2007). There is an increase in demand for serious care services for longer periods (United Kingdom Home Care Association Ltd, 2008). An explanation is the growing number of demand coming from the older age groups, especially those aged 65 years and above for intensive home care services (Scottish Executive, 2006). This means that the type of home care services demanded has shifted to intensive types of home care that involve long-term care.   Implications on the Manner that People Obtain Care and Support             The trends have various implications on the way that people seek care and support for themselves. These implications revolve around the empowerment achieved by the public in the context of the appeal and preference of service users for an independent care setting as opposed to the traditional venues and modes of care.             One implication refers to the demographic changes occurring in the society. Apart from a longer life expectancy, there is also the breakdown of traditional family structures (Tarricone & Tsouros, 2008). This meant that people, especially the older age group have to fend for themselves. Moreover, the lesser reliance on family members made professional home care providers important. The need for care and support to continue independent living caused the rise in the importance of home care and the concurrent development of the home care as a professional service sector.             Another implication is the change in disease epidemiology. The greater understanding of the diseases and development in interventions or treatments led to greater freedom for care service clients. Interventions for mental conditions, physical disability, and other diseases are increasingly shifting towards care in the social context (Tarricone & Tsouros, 2008). The idea now is to provide support to ensure independent living instead of keeping them within the custody of institutions. This opened options for home care and home care services.             Still another implication is the pressure for the reconfiguration of the health care system to provide customised or individualised services (Tarricone & Tsouros, 2008). Technological developments and improved knowledge of options led to the preferential demand for customised service and home care became the answer to this demand.               Conclusion             The importance of home care is the offshoot of the developments in the condition of care clients and the public in general. With greater understanding of their care needs, the public is able to influence changes in care services by placing importance on home care relative to the traditional modes and venues of care. By influencing demand for home care services, care clients are also able to experience greater independence and control over their care needs, especially with options in service providers and flexibility in the types home care services.   References Department of Health. (2007). Community Care Statistics 2007 Home care services for adults, England. Retrieved December 3, 2008, from http://www.ic.nhs.uk/webfiles/publications/Home%20Care%20(HH1)%202007/HH1%202007.pdf Kirk, S., & Glendinning, C. (1998). Trends in community care and patient participation: implications for the roles of informal carers and community nurses in the United Kingdom. Journal of Advanced Nursing, 28(2), 370-381. National Statistics. (2008). Households visited by home help and home care: Social Trends. Retrieved December 3, 2008, from http://www.statistics.gov.uk/STATBASE/ssdataset.asp?vlnk=6489 Scottish Executive. (2006). Statistics release: Home care services, Scotland 2006. Retrieved December 3, 2008, from http://www.socialworkscotland.org.uk/resources/pub/HomeCareServices.pdf Tarricone, R., & Tsouros, A. (2008) (ed.). Home care in Europe. World Health Organization Europe. Retrieved December 3, 2008, from http://www.euro.who.int/Document/E91884.pdf United Kingdom Home Care Association Ltd. (2008). UKHCA summary paper: An overview of the UK domiciliary care sector. Retrieved December 3, 2008, from http://www.ukhca.co.uk/pdfs/domiciliarycaresectoroverview.pdf

Trends in home care and the implications of data on the ways that people obtain care

Assignment 3: Drawing on evidence from online government statistics and at least one other online source outline current trends in the pr...

The Marketing Report Of Hong Kong and A Marketing Report Of Hong Kong

Part 1: Marketing Report   Introduction             With the advent of information technology and other kinds of technology, different industries and companies have pave the way for the creation and development of new electronic gadgets and other technological gadgets. With the awareness of the consumer with the latest designs and products, different industries are now joining different exhibits to showcase their latest inventions and discoveries.  Some countries have been able to use this kind of events to help their tourism department to attract more tourists.             In Hong Kong, tourism is known to be the number one sources of income of the entire nation.   This is because of different theme parks, events, festivals, and shopping malls in the country. Primarily, the main goal of this report is to provide a marketing approach for specific events in Hong Kong. In this report, the author will give emphasis on sporting event, specifically the Hong Kong Electronic Fair events in the country.             Type of Event             The event that will be given emphasis is the Hong Kong Electronics Fair. This event was organized by HK Trade Development Council and being held at Hong Kong Convention and Exhibition Centre. This event aims on enabling different electronic industries to showcase their latest products and designs and to make more people be aware of the existence of these innovative products.              Since Hong Kong has long been associated with the electronics business as well as the city continuous to be a leading light in this kind of industry, the Hong Kong government have established this event. The event includes all kinds of assemblies, components, electronic production as well as display technologies.  Hong Kong Electronics Fair is conducted in different seasons like spring and Autumn Seasons. The aim is to help various industries all over the world to reach more target market by introducing their products and services at the fair.             In this event, the section of Product Demo & Launch Pad at the fair is being set to enable the exhibitors to market their latest products or services. The Hong Kong electronic fair is a very distinctive fair which attracts both industries and customers of electronic gadgets alike.   Age of the Event The Hong Kong Trade Development Council has been established in 1966 and since then, the organisation has been able to provide different events to gather industries and customers to see the latest inventions in terms of electronic products and other relevant products and designs. The event has been running for more than a decade and the event is being held for spring or autumn seasons. The 2008 Hong Kong electronic Fair will be the 28th electronic fair held and is expected to attract more industries and customers from various parts of the world.             Target Market             The target market of the organization focuses on local and international visitors who are enthusiasts of the latest electronic products or services. The event has been the largest electronics fair all over Asia and the third largest in the global market. The attendance for the event as said to be steadily increasing annually reaching the capacity of the host of the event. The target market includes industries who will introduce or launch new and innovative products and designs and also customers who are attracted by the products presented.   Market Statistics             The estimated event goer during the exhibits are said to increase every edition.  Every year the event has been able to attract for exhibitors and also more markets from different parts of the world. Accordingly, the market for electronic consumers in the country has been very vibrant. With the mobile subscriber penetration rate closing to 160% as well as the people amenable for adopting the latest technologies, Hong Kong has become a good testing venue for the latest IT innovations. Furthermore, the 7 million people who live in the country also have more than 28 million visitors (according to the last years statistics) and most of these tourists come to shop for the very latest and high quality electronic products and other technologies (Info, 2008).      Table 1 29th Edition Statistical Data : Year No. of Exhibitors Gross Area 2008 2,610 65,117 sq. m.   Pest Analysis             Hong Kong Electronics Fairs will also be analysed through the use of PEST analysis. o   Political             The first aspect to be considered is the political environment of Hong Kong Electronics Fair which concerns the role of the government and its influence in the event. In addition, this also includes the extent to which the political aspects intervene in the economy. The Hong Kong government has been very supportive with different festivals and event since the government knows the significance of these events to their tourism industry. Hong Kong government believes that these industries will be beneficial for the nations; the Hong Kong government is also open for other possibilities of considering the products of different industries which participated in the events.   Economical             The next aspect to be considered is the economic facto. Accordingly, the amount of economic activity in this kind of environment is extremely an important element for any events like Hong Kong.  Whilst assessing the economic environment in which the Electronics Fair operates. The Hong Kong government tries to terminate the level of economic activity to provide positive and friendly environment for this kind of festivals and events. It can be said that Hong Kong economic situation is strong and stable. With this, the country is able to sustain good relation with different vendors and industries of electronic and technology gadgets in the global market. The economic stability of the region has helped the Hong Kong Electronics Fair to have a good economic performance. o   Socio-Cultural             It can be said that social environment is of great importance when being applied to different organisations, and in this case festivals or events like Electronic Fairs. Hong Kong has been considered as one of the Asian regions which is considered to have a strong market for electronic gadgets technological products, it can be said that the Hong Kong electronics Fair have a greater opportunity to grow even more in the global market. The demographic changes and the psychographics of the global market have open more chances for the electronics and technology industry to achieve its goal and mission. o   Technological             Lastly, technological factor has helped in reducing the barriers of entry for other electronic and technologically associated industries. It has also supplemented in the cost of capital in other regions, to enhance the products shown in Hong Kong electronics fair. Through the use of more advanced and efficient technology, Hong Kong electronics fair have been able to provide innovative products and gadgets to meet the needs of their target market.   Marketing Strategy Positioning As of now, visitors or travellers are not only visiting a certain place or events, simply just for fun. Most of them are looking for excitement, and more importantly learning process and most of them are looking for new products and services that would satisfy their needs.  This is one of the reasons why, more and more countries are trying to be the number one choice of the tourists by providing them with exciting and unique travel experiences. The primary market for the said strategy will be local and international industries who want to show and promote their latest technology and electronic products and tourist who become potential customers for the event. The target market includes those individuals who want to have the latest in the electronic industry parents to see live horse racing events.             The said strategy will focus on attracting more industries to join the Hong Kong electronic Fair events and to attract more tourists to witness the exhibitions during the event.  The said offers and services will get the attention of the target market from the said field. On the other hand, it will also have an influence to those technologically attached individuals. Because it will give them a sense of knowledge regarding on what is latest in the electronic market. Tourists are also welcomed as a target markets especially those who came to see the most innovative products and services.  The said marketing plan will be benefited from the trade sector of the country; furthermore, it will also be benefited from the growing tourism industry of Hong Kong.     Communications Strategy             Communication strategy focuses on the entire relationship aspects of the Hong Kong Electronic fair events towards the target market. This can be done by different communication strategies that will mainly focus on communicating and relating with the electronic and technology fair events. It will be done by series of different communication method such as press, advertisement, website, seminars, and other events that are related to the said aspects. In terms of this approach, the use of Integrated Marketing communication strategy will be considered.             Primarily, the aim of communication strategy gives emphasis on the entire relationship to be build by the product to the target audience (Moschis, 1994) .  The approach that will be considered in this market planning is the integrated marketing communication. IMC is known to be an effective approach for coordination the entire message and media used by an organization to collectively impact its perceived product value (Clowe & Baack 2004). Furthermore, this can be used for generating and sustaining close relationship with the target market by controlling efficiently all the information and message sent to them and by objectively encouraging two-way dialogues with their audience. In this regard, the aim of the IMC is to promote the world smartest beach bag through the use of different promotional aspects and the marketing approach to communicate the message of promoting the products to the target audience mentioned above (Moore and Thorson, 1996).             In this regard, advertisement will be conducted to position the Hong Kong electronics fair events product by different video and visits different venues for actual demonstration on the function and use of the electronic gadgets and other products and this will happen via direct relationship. Moreover, another approach is to use print advertisements through newspapers and magazines related to tourism and travel.  And lastly, the use of the internet will be considered as the best way to communicate and reach more consumers through their website. Sales Strategy             The sales strategy focuses on the direct relationship with the industries and customers who are enthusiastic with the new products and designs for the electronic products. This will be done  by  this will be done by process of offering different packages in order to come up with the demand, desire and budget of the HK Electronics Fair events. In addition to that, it will also be important to have a direct relationship with different trade areas in Hong Kong.   Marketing Budget             The advertisement of the entire project focuses on the TV, Newspaper ads, flyers as well as the Internet. Each TV advertisement causes HK$500 dollars per 30 second ad per station. The newspaper ads cost HK$500 per advertisement; furthermore, the flyers cost HK$100, where in HK$0.10 each (Jacksack 2008). Communication Estimated Quantity Estimated Cost Per Unit Estimated Subtotal Flyers 5,000 HK$0.10 HK$500 Television 10 HK$500 HK$50000 Website 1 HK$350 HK$350 Sponsorship 3 HK$300 HK$900 Total     HK$51750               This communication and marketing budget will focus on the relationship of the organization towards the primary market.   SWOT Analysis The following SWOT analysis captures the key strengths and weaknesses within the Hong Kong, and describes the opportunities and threats facing Hong Kong Electronics Fair   Strengths <ul style="margin-top: 0in; margin-bottom: 0in" type="disc"> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Strong relationships with vendors that offer high-quality and innovative gadgets</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Excellent staff who are highly trained and very customer attentive. </li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Great venue for clear and efficient exhibit</li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> High customer loyalty among repeat customers and industries who go to the event</li> </ul> Weaknesses <ul style="margin-top: 0in; margin-bottom: 0in" type="disc"> <li class="MsoNormal" style="line-height: 200%"> Hong Kong electronic fair lacks a clear website that provides the objective of the event </li> <li class="MsoNormal" style="line-height: 200%"> A large marketing budget to develop brand awareness in the area. </li> <li class="MsoNormal" style="line-height: 200%"> The struggle to continually appear to be cutting edge.</li> </ul>   Opportunities <ul style="margin-top: 0in; margin-bottom: 0in" type="disc"> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Growing market in the global market with a significant percentage of the target market still not aware that the event exists </li> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Increasing sales opportunities in other multinational industries and brands</li> </ul>   Threats <ul style="margin-top: 0in; margin-bottom: 0in" type="disc"> <li class="MsoNormal" style="text-align: justify; line-height: 200%"> Competition from international trade and fair events. </li> </ul>     Conclusion             Analysis shows that Hong Kong Electronic fair events should be able to use effective and efficient marketing strategy to position them in both the local and global market. Herein, the Hong Kong Trade and Development Council marketing approach will serve as their competitive edge to establish competitive position in the market. Furthermore, it can also be concluded that although the company has some weaknesses, they are able to make it as a potential factor to stay in the competitive market. This marketing plan is a helpful tool for the company to achieve their vision and mission. In order to market the Hong Kong Electronic fair events in Hong Kong, the government should be able to give importance on the value of these events in the entire HK tourism.   Reference Clowe& Baack (2007) integrated advertising, promotion and marketing communications 3rd edition. Pearson Prentice Hall. Moschis, G 1994. Marketing Strategies for the Mature Market. Quorum Books, Westport, CT. Jacksack, S 2008, Setting a Marketing Budget, Score, viewed 18 October 2008, http://www.score.org/m_pr_11.html Kotler et al (2004). Principle of marketing, the European edition. Moore, J & Thorson, E 1996, Integrated Communication: Synergy of Persuasive, Lawrence Erlbaum Associates, Mahwah, NJ.    Part 2: Marketing Report Portfolio of Festival   Summary             Marketing communication is one of the most important elements to generate target audience and to convey information to them. In this report, different events have been considered and analysed their marketing communication approach. The events include Hong Kong Electronics Fair, Hong Kong Rugby Seven, and Singapore Arts Festival. This paper has been able to provide details about marketing communication and how this can help an event to become successful. Analysis of the marketing communication of the three events has been considered and it shows that the three have been able to use different marketing communication approach and have different objectives in doing so. The Hong Kong Electronics fair objective was to attract tourists and electronic and gadget enthusiasts and to provide information and the latest electronic and technological products and services while the Hong Kong Rugby Seven, aims of attracting sports enthusiasts to visit Hong Kong and be part of the exciting tournament.             Singapore Arts festival campaign aims on promoting awareness on the cultural and arts elements of the nation not only in the local but also international level.  By and large, it can be concluded that marketing communication approach is important to convey important message to the people.   Introduction Marketing Communication has always been one of the key points to an enterprise’s success; how the products or services are being portrayed through the ads are very likely to help affect the sales rates. The aims of Marketing Communication are to convince consumers to use their products, to give them an alternative or convince them to change their current products, and to increase the company’s sales profits. Because of this, financial success is the goal of Marketing Communication, and it may be achieved through an equally successful persuasive ads.  According to Shimp (2003), there is ample evidence that the century-long domination in marketing communications by mass media advertising and advertising agencies is coming to an end. Marketing budgets are being shifted away from traditional advertising to behavior-oriented disciplines like consumer promotion, direct marketing, and direct-response advertising. Retailers are gaining strength over manufacturers New media technologies are increasing the fragmentation of media usage. On the other hand, prime-time television, long the main channel for mass campaigns, has had its audience diminish from 90 percent to 68 percent in the last 20 years (Griffin & Mcarthur, 1997). Every company is inevitably cast into the role of communicator and promoter. For most companies, the question is not whether to communicate but rather what to say, to whom, and how often. It has been noted that marketing communication is like a coin which has two sides. The first side of marketing communication is concerned with efficiently and effectively giving information and details about the company and the products or services to a chose market segments. However, in isolation, what to say and to whom this will be told can be nothing more than a risky second-guessing regarding the allegiances and interests of other individuals. The second face of marketing communication is the inquiry. This side of the marketing communication task gives emphasis with learning from other people regarding the values and interests, and eventually relating this to the interests of the personnel working in the organisation. Such process should logically precede the promotion of a specific standpoint in terms of product desirability and relevant consumer satisfaction (Fill, 2002 Eventually, several companies began to go beyond conventional practice and used other promotional specialists to improve and implement their market plans. Primary, the main goal of this report is to compare and analyse the strategic effectiveness of the marketing communications strategy used by different events or festivals in various countries.  For this report, the sport events that will be analysed are the recent Hong Kong Electronics Fair, Hong Kong Rugby Seven, and Singapore Arts Festival. In this report, the marketing communication of each of the events will be given emphasis.   Overview of Marketing Communication It is said that each and every organisation, may it be public, private or non-profit organisation should be able to consider strategic marketing approach so as to ensure competitive position in the marketplace (Moschis, 1994). One of the most important aspects of marketing is marketing communications (See Appendix 1). It is significant because it enables an industry to communicate effectively and efficiently with their target market.  Marketing communications is the term generally preferred to promotions. It is a vital contributor to the satisfaction of customer needs and wants. As such, it is essential that managers have an understanding of the factors that are involved in the development of strategies that enable organizations to communicate with their consumers (Shimp, 2003), their channel participants and with other stakeholders, such that those relationships may be developed over the long term. Every company is inevitably cast into the role of communicator and promoter. For most companies, the question is not whether to communicate but rather what to say, to whom, and how often. It has been noted that marketing communication is like a coin which has two sides. The first side of marketing communication is concerned with efficiently and effectively giving information and details about the company and the products or services to a chose market segments. However, in isolation, what to say and to whom this will be told can be nothing more than a risky second-guessing regarding the allegiances and interests of other individuals. The second face of marketing communication is the inquiry. This side of the marketing communication task gives emphasis with learning from other people regarding the values and interests, and eventually relating this to the interests of the personnel working in the organisation. Such process should logically precede the promotion of a specific standpoint in terms of product desirability and relevant consumer satisfaction (Fill, 2002) The overall result of this effort is intended to be the positioning of the provider as an efficient preferred source of solutions to problems experienced by people as buyers and consumers. This is the managerial aim in managing marketing communication. The challenge is to ensure that expressive communicative activity is clear, consistent, and coherent, while also enabling and facilitating impressive communicative activity that aids judgement and decision-making. Marketing communication is widening in scope to embrace the idea that healthy relationships between customers and suppliers are the basis for the prosperity of each. Expectations are growing for authentic communication as part of a stakeholder relationship based on trust and commitment of core benefits to users and consumers so must be differentiated through benefit augmentation to attract buyer and consumer attention when promoted (Clow & Baack, 2004).   Comparison Analysis Overview of the Electronic Events             Hong Kong Electronics Fair has been conducted to facilitate exhibits of the new electronic and technology products and designs from different industries and multinationals. It caters to the needs of the customers to know the latest and the most innovative products and services a company can offer. Throughout the years, the event was being held and each year new companies are joining the event showing and demonstrating their products and designs at the fair. Since there are more people who are purchasing and utilising electronics, the interest in these products is reflected in the growth of the Hong Kong Electronics Fair. Every year is considered a bigger event, having to expand their venue into the adjacent building so as to accommodate guests, exhibitors and spectators.             In order to attract more vendors and industries to show their new and latest products, the Hong Kong Electronics Fair events facilitators are using an efficient marketing communication.  By implementing integrated communication more effectively, any firm may gain advantage by offering its product or service that is cost effective as compared to other products or service in the market. So the writers or speakers in any business organization may gain competitive advantage over its competitors by using effective business communication techniques as if they are differentiated from their competitors by offering their target market something unique and different that is of more value. So the business communication is more related to the concept of rhetoric which is treated as a discipline that concentrates on effective communication in oral, written and print media that places the audience at the center of communication activity.   Herein, the event is using print advertisements, media and internet advertisement to announce when the event will be held. Through their official websites, people and industries can see the agenda of the event including the schedules.             It can be said that during the fair, most of the exhibitors of the events are using personal selling approach. Sales are an important part of any commercial transaction. The most common approach to personal selling pertains to a systematic process of continuous yet measurable methods in which the person selling describes his offered products or services in such a way that the buyer will be able to visualize how to benefit from the offered products or services in an economic way. Selling is basically a part of the implementation procedures of marketing.  It often forms a particular grouping within a corporate structure, employing independent specialist operatives known as salesmen (Berger, Demsetz & Strahan 1999). The continued interrogation in order to understand a consumer’s goal as well as the establishment of a set of feasible solutions by conveying the necessary information that convinces a buyer to achieve his goal at a reasonable cost is the main responsibility of the sales person. On the other hand, the main objective of professional sales is to be able to know the needs and satisfy the wants of consumers effectively, and therefore convert possible customers into actual and reliable ones. Some of the distinct advantages of personal selling include the immediate access to feedback, the persuasive nature of the endeavours, the option of choosing a target audience for the sales person, and its capability to give detailed information. For some scholars, personal selling is a one to one communication with potential customers of a specific product or services with the intention of making a sale.  In Business to business marketing communication, the concept of personal selling is considered essential. Through the aspect of personal selling, it enables the marketers that the entire campaign element has been integrated in order to achieve the desirable marketing communication objectives. Consumer does not separate or divide advertising, sales promotion, sponsorship and internet as marketing communications techniques. They tend to receive the messages from various sources and build-up either favourable or unfavourable images a certain products or services.  As far as they are concerned, the source of the message is unimportant. What they will be concerned with is the content of the message and to what degree the product promise is actually delivered (Fill & Yeshin, 2001).             In addition, the use of effective communication plays a critical role in the Hong Kong Electronics Fait n in a way that it gives the opportunity for the product to sustain its marketability. The application of integrated marketing tools can enable the sellers or marketers to communicate with the other target segment. For instance because of the increasing popularity of the world wide web, each company that invests in having their own website will have the chance to reach consumers locally and internationally. This means that the reach of the product are also extended and expanded in the global market, through the use of integration of effective marketing communication approach. With this, products of different company in the Hong Kong Electronics Fair will be able to emerge quickly in the marketplace since the tools and approaches of integrated Business to business marketing communication will act as shop window for many businesses today. In addition, through personally selling integrated with it, this will also permit the clients to easily know important information about a specific product and to know the different features a specific product.  In addition, the effective marketing communication is also important in impacting the product since this will served as a marketing communication approach for effectively promoting the new electronic and technology products and services, which will aim to result in a more sales from other distribution channels.                The rationale for choosing this marketing channel is that Integrated marketing communication can help products to meet target consumers worldwide and this could be a great opportunity to be developed and in order for product to be quickly recognized by the target market.     Overview of the Sports Event             Rugby sevens is a variety of rugby union in which football is played with only seven players per side feature instead of the full 15.  The Hong Kong Sevens have been established in 1976. It has been suggested that Rugby Sevens tournament will be logistically more possible and be a better spectacle than a 15-a side tournament. Accordingly, the Hong Kong Sevens Tournament has been noted to have a good history. This is now considered the iRB’s Jewel in the Crow in the series and has been able to grow in popularity with the spectators and players alike. The marketing communication approach of this sporting event aims on telling the importance and the logistical reason for choosing Rugby Sevens tournament.  The marketing communication approach features various promotional activities to reach target audiences from local and global market. They consider media through TV and radio advertisements, print advertisements through sports magazines and newspapers and interactive approach through mobile, online or the internet throught he official website of the Rugby Sevens which is http://www.hksevens.com.             The main goal is to target younger market through high-profile websites like and other social networking sites and the mobile activity. This marketing communication approach has used their official website to promote the tournament all over the world to spectators and players as well.             With the success of the of the Rugby Sevens tournament host in Hong Kong, it can be said that the marketing campaign and communication through the help of their website and other sponsors has been successful and effective. Through the marketing communication strategy of Hong Kong Rugby Sevens they are able to relay the messages to the public. Accordingly, it can be said that HK Rugby Sevens has been able to use integrated marketing communication approach to reach target audiences in both local and global market. The IMC approach has been effective for campaigning Hong Kong Rugby Sevens as it helps in identifying the most useful and appropriate methods in communicating and establishing good customer relations, including good relationships with stakeholders like the sponsors of the Hong Kong Rugby Sevens like major brands such as Adidas and other brands. By and large, it can be said that Hong Kong Rugby Sevens has been successful in generating income and turnover through their comprehensive marketing communication approach.   Overview of the Cultural Events             The cultural event that will be given attention in this report is Singapore Arts Festival. The Singapore Arts Festival is considered as focus programmes for the Singaporean culture so as to provide a broad range of art programmes from all different parts of the world.  This festival has been an essential symbol for the Singaporean culture.  The festival has been able to introduce various entertaining and exciting programmes locally, nationally and internationally produces to the people of Singaporean, and it has been able to stimulate the interest of the people in terms of arts to raise the level of appreciation.             The Singapore Arts Festival started in 1977 as a national arts festival that celebrates local arts activity of the country’s diverse communities. Throughout the years, Singapore Arts Festival has been able to play a catalytic and symbiotic role in the development for the cultural and artistic life of the nation.  This even has helped in transforming the city’s cultural landscape, turning into one of the major cultural hub today in the entire Asia. The event has impacted the work of artists and creates a growing public demand for the arts, establishing new cultural platforms, events as well as the movements which help in underpinning the lively cultural scene in present Singapore. Today the Singapore Arts festival has been described by an innovative and progressive spirits, committed to commissioning new art works by primarily Asian and Singaporean artists inverting in works which bridges cultures, disciplines, and geographical boundaries which explores contemporary and modern issues related to memory, history, migration and urban living; and discovering the existence and promising artists and encouraging both local and international artistic collaborations and exchanges.             In addition Singaporean Arts Festival, also give emphasis on an extensive programme of free outdoor performances in the entire island to bring the arts tit the doorsteps of Singaporeans. The festival has the ability to the create social network that conveys the process of festival collaborations and cultural dialogues. Accordingly, the marketing communication of the Singapore Arts festival promotes and raises the cultural consciousness of the people from the local and the international market. Aside from this, Singapore Arts Festival also utilise celebrity endorsements by considering famous Artists to participate in the Singapore Arts Festival events. Through the use of an effective marketing communication approach by the Singapore Arts festival, it gives the opportunity to the festival to sustain its marketability and its visibility in the print and media advertisements and also interactive ads through their website. The application of this marketing communication approach enables the Singapore Arts festival to communicate with the other target segment. For instance because of the increasing popularity of the World Wide Web, Singapore Arts Festival have the chance to reach consumers locally and internationally. This means that the reach of the festival are also extended and expanded in the global market through the use of integrated marketing communication.   Conclusion Marketing communication approach is said to have many benefits among different products, organizations, events. Through an effective communication, the message is being relayed to the target audience effectively. Furthermore, this will also permit the clients to easily determine the essential information about the events may it be sporting, community and cultural events.  Analysis shows that each of these events has been able to use unique but effective marketing communication approach. The three events: Hong Kong Electronics Fair, Hong Kong Rugby Sevens and Singapore Arts Festivals have used integrated marketing communication approach to market the events. The three has been able to have successful marketing campaign because of their comprehensive marketing communication approach. Different evernts have decided to set aside traditional approaches and have come to accept the innovative perspectives in promoting their products and services to their target market. Herein, marketing concepts has exceeded from the connotation of being an expense to being a part of the industry’s essential investment; from being product-focused to becoming customer oriented.  The context of both marketing and advertising can be considered as investment because of the potential profit that may emerge upon implementation of such strategies.  Furthermore, instead of emphasizing product attributes, many firms have realized that it is the customer is more important to be given attention for every marketing strategy since the customer are the recipient and the ultimate assessor of the products and services the company provides.  In order to do so, many marketers are able to consider the use of Integrated Marketing Communication (IMC).  By and large, it can be said that the new communication model of integrating personal selling can help different industries to significantly improve marketing communication and help different events and festivals meet their short-term and long-term business objectives and establish stronger relationships with all of their target audiences.     Reference   Berger, A.N., R.S. Demsetz and P.E. Strahan (1999), ‘The consolidation of the financial services industry: causes, consequences, and implications for the future’, Journal of Banking and Finance, 23, 135-194.   Borden, NH 1965, “The Concept of the Marketing Mix,” in Schwartz, G., (Ed.), Science in Marketing, New York: John Willey and Sons, pp. 386-397.   Clow, KE & Baack, D 2004, Integrated advertising, promotion, &marketing communications, 2nd edn, Prentice Hall, Upper Saddle River, NJ   Fill, C and Yeshin T 2001, The Official CIM Course book: Integrated Marketing Communications, Butterworth-Heinemann, Oxford. Fill, C 2002, Marketing Communications: Contexts, Strategies and Applications e. Harlow: Pearson Education. Harris, A, 2006, 'Sporting chance!', Coventry Evening Telegraph (England), Shimp, TA 2000, Advertising Promotion: Supplemental Aspects of Integrated Marketing Communications, 5th edn, The Dryden Press, Harcourt College Publishers, Fort Worth, TX. Shimp, TA 2002, Advertising, Promotional and Supplemental Aspects of Integrated Marketing Communications. The Dryden Press, Harcourt College Publishers, Fort Worth, TX.               Appendices Appendix 1                     Marketing Communication Process Source: Borden, 1965.

The Marketing Report Of Hong Kong and A Marketing Report Of Hong Kong

Part 1: Marketing Report Introduction With the advent of information technology and other kinds of technology, differ...

Critical review of methodological approaches

Introduction There are two methodological approaches in social research namely quantitative and qualitative approach. Quantitative research is a genre which uses a special language which appears to exhibit some similarity to the ways in which scientists talk about how they investigate the natural order of variables, control, measurement, experiment. This superficial imagery reflects the tendency for quantitative research to be under-pinned by a natural science model (Bryman 1995). Quantitative research’s goal is to make use of mathematical data to understand natural phenomena. In some instances Quantitative research allows the use of proxies as temporary replacements for quantities that cannot be directly measured.  In contrast, qualitative researchers usually observe from a phenomenological perspective; they immerse themselves in natural environments and watch a situation as a diffuse, ambiguous entity and allow themselves to be struck with certain peculiarities or interesting happenings (Potter 1996). Qualitative research intends to find theories that would explain the relationship of one variable with another variable through qualitative elements or components in research. These qualitative elements do not have standard measures; rather, they are behavior, attitudes, opinions, and beliefs. The qualitative research is described as multi-method in focus, involving an interpretative, naturalistic approach to its subject matter. A qualitative researching procedure acts on studying things in their natural settings, attempting to make sense of situations, or interpret events in terms of the meanings people bring to them.   Part 1 The research questions for each article One often thinks of research as a cumulative endeavor by which bricks of empirical evidence are laid one on top of the other to form a building of knowledge. Long before the building is complete, people often construct theories to predict the building's looks and functionality, and further research provides additional bricks of knowledge that can be used to confirm, or refine, the theories. Although this architectural analogy may bear a close similarity to how research and theory progress in the natural sciences, people would argue that the analogy is more of an idealization than a reality when dealing with educational research. In many cases, the construction or refinement of a theory is hampered by the very technique used to answer research questions. That is, the techniques and measures used to answer research questions, especially in the early stages of developing a theory, drive both the kinds of research questions one can ask and the refinement of the theory itself. Having a set of well-defined research questions precedes the selection of measuring techniques for investigating them (Kelly & Lesh 2000). For the research on Digital living the main research question focuses on knowing the changing patterns of social innovation of the internet. Other questions include how to understand some of the policy and commercial opportunities the internet presents. For the research on Internet Use and sociability in China the research question focuses on how Internet users deal with their online and offline worlds. Other questions that the paper would touch on include what would happen if one of the worlds of internet user gets affected by the other world.   Methodological approach Until relatively recently, the verb research was somewhat confined in the methods to choose among, but now the possibilities are highly varied. Contemporary educational researchers can borrow from the methodological advances in the traditional associated disciplines as well as from the newer methodologies that have gained acceptance in the field of education. Previous skepticism about the validity of methods outside the narrow domain of experimental research has given way to a more healthy respect for a wide range of methods which have contributed to the advancement of education. The beginner, however, should beware that the more eclectic approach to educational research presents risk of a decline in research standards (Anderson 1998). The best researchers are experts in the methodology they follow. Those who combine methods and appear to take more licenses, normally have a sound grounding in the separate methods which they use in combinations. The best route to valid research is to learn the various methods systematically and in depth. Whatever the approach one follows, there should be a thorough description of the key ingredients, enabling any other researcher to understand what was done and replicate it if he or she so desires. The precise nature of the information varies according to the method chosen and what follows is a generalized schema with qualifications noted when appropriate (Anderson 1998). The research on Digital living made use of a combination of qualitative and quantitative methodologies while the research on Internet use and sociability in China made use of solely quantitative methodologies.   Methods employed Surveys and experiments are probably the main vehicles of quantitative research. The analysis of previously collected data, like official statistics on crime, suicide, unemployment, health, and so on, can be subsumed within the tradition of quantitative research. Because concepts in the social sciences are frequently believed to be abstract, there is seen to be a need to provide operational definitions whereby their degrees of variation and co-variation may be measured. Data are collected by questionnaires or other data gathering devices.  Once the survey or experimental data have been collected, they are then analyzed so that the causal connection specified by the hypothesis can be verified or rejected. The resulting findings then feed back into, and are absorbed by, the theory that set the whole process going in the first place (Bryman 1992).The research on Digital living made use of surveys wherein the sample was randomly selected. In the survey two sets of questionnaires were used. A household questionnaire was completed by the head of household and individual questionnaires were completed by all individuals older than the age of 1. After completing some of the quantitative survey fieldwork, a selection of households were approached for qualitative study. These studies include structured and unstructured interviews, photo records and prompt-based discussions, and repeat visits.  The research on internet use and sociability in China made use of surveys. Two data sets are used in that study.  Both surveys asked the same questions, they are separately analyzed to account for differences in interview modes and social contexts.   Results of the studies The main result of the study on Digital living focused on the idea that very few of the changes in time spent on primary and secondary activities can be significantly associated with gaining or losing Internet access at home. The results of the study showed that retirement from a job that involved computer or Internet access at the place of work can trigger home computer ownership and subsequently access to the Internet. The study suggests that changes to an individual’s access to the Internet in his or her home are having very little immediate and significant impact on the time one spends on other activities. The study suggests that social changes may also trigger changes in access to and usage of applications and services delivered via the Internet.  The study on internet use and sociability in China found out that age did not appear to be a useful predictor of household socializing time .The study found out that education seems to be a useful predictor of households socializing only in the mainland Chinese sample. Both the mainland Chinese and Hong Kong samples displayed a different pattern in Internet use from that of their U.S. counterparts. Of the different demographic characteristics examined, age stood out to be the strongest predictor of socialization with friends in both mainland China and Hong Kong. Some differences emerged in terms of the relationship between the four other demographic variables and socialization with friends. Education, family income and marital status were not found to be correlated with socializing with friends in either mainland China or Hong Kong samples. The study suggested that Internet usage was found to be unrelated to socializing with friends.   Part 2 Utility of the research questions Before analyzing data researchers must be clear about the question they are trying to answer. This will dictate the broad type of analysis they choose. Once researchers have decided that they need to use a bivariate technique, they will then need to choose between ranges of such techniques. In practice researchers develop and refine their research questions in the process of analysis so they move between univariate, bivariate and multivariate techniques. There are a variety of types of research questions varying from descriptive to more complex explanatory problems. Often these different types of research questions can represent different stages within the one study. Initially researchers might be interested simply in describing a phenomenon, but then the why questions about causes develops. As researchers proceed they might focus on one particular cause and then start asking more complex questions about that particular factor (De Vaus1996). The task of clarifying research questions is a process rather than a once-and-for-all task which is completed at the beginning of a study. The process of focusing a research question requires knowledge of the field, an understanding of previous research, an awareness of research gaps and knowledge of how other research in the area has been conducted (De Vaus1996). The research questions in the first and second study were carefully embedded in the whole study.  The research questions for both studies gave clearer direction for the researchers on the focus of the study and the main targets for data gathering and data analysis.  The research questions for both studies focused on pointing out the goal of the research method used.   Methodological limitations and issues Over the past decades methods for the analysis of visual materials, performance approaches, and an understanding of methods as poetics or interventionary narrative have all become important. Students of anthropology, cultural studies and sociology have grappled with ways of thinking about and describing decentred subjectivities and the geographical complexities that arise when intimacy no longer necessarily implies proximity. There is also a developing sense that global flows are uncertain, unpredictable indeed chaotic in the mathematical sense (Law 2004). Research in education and the social sciences has changed dramatically over the past few decades. With few exceptions, the typical research training in universities focused on statistics, measurement, and experimental methods, with little or no attention to other approaches to research.  Research methods and theory are often taught separately and portrayed as being different kinds of ideas (DeMarrais & Lapan 2004). Theory is taught as attempts to understand the world that have a history and thus are tentative, historically specific, and ultimately subject to the results of continued research. Research methods are often characterized as the arbiters of theory. As such researchers and students are often left with the understanding that methods are different from theory (DeMarrais & Lapan 2004).    When research is taught as a series of techniques, students learn that there are right and wrong ways to do whatever methodology being taught. The implicit and often explicit lesson is that research methods are not like ideas. As arbiters of theory, methods have a higher status than theory and have explicit rules that separate good from bad ways to know (DeMarrais & Lapan 2004). Research methods are imminently accessible. These methods do not differ qualitatively from people’s everyday practices of observing events and making sense of them (Schwab 1999).Research methods have two advantages for obtaining knowledge, and that these are only advantages when research is appropriately conducted and reported. First, research methods properly conducted address questions systematically. Researchers carefully collect scores from cases using measures that are suitable for the question asked. Analysis of these scores is thoughtfully performed, and results obtained are carefully interpreted; probable limitations are acknowledged. Second, research properly performed is a public process. The methods employed are reported along with the results and interpretations. This second characteristic is desirable so that others may evaluate research results and, if desired, repeat the research under similar or different conditions. Research methods, as well as results, are made available by researchers so that others may critically evaluate the research. This second characteristic of research is important for research reports (Schwab 1999).   The methodologies for both studies covered only a small part of the sample. This does not help in gathering the thoughts of the general public and it focused on the smaller aspects of a population.  The methodological limitations did not affect the results of the studies and it did not change the results of the studies but it opened up newer needs to study a bigger population with a similar topic.   How could the limitations be resolved? The limitations could be resolved through widening the scope of topic and choosing a larger population. By doing this a more general consensus would be gathered and more ideas can be gathered.   Conclusion  For the research on Digital living the main research question focuses on knowing the changing patterns of social innovation of the internet. For the research on Internet Use and sociability in China the research question focuses on how Internet users deal with their online and offline worlds. The research on Digital living made use of a combination of qualitative and quantitative methodologies while the research on Internet use and sociability in China made use of solely quantitative methodologies. The main result of the study on Digital living focused on the idea that very few of the changes in time spent on primary and secondary activities can be significantly associated with gaining or losing Internet access at home. The study on internet use and sociability in China found out that age did not appear to be a useful predictor of household socializing time. The study suggested that Internet usage was found to be unrelated to socializing with friends. The research questions in the first and second study were carefully embedded in the whole study.  The research questions for both studies gave clearer direction for the researchers on the focus of the study and the main targets for data gathering and data analysis.  The research questions for both studies focused on pointing out the goal of the research method used.   References Anderson, G 1998, Fundamentals of educational research, Falmer, London.   Anderson, B & Tracey, K 2001, ‘Digital living the impact (or otherwise) of the internet on everyday life’, American Behavioral Scientist, vol.45, no.2, pp. 456-475.   Bryman, A 1995, Research methods and organization studies, Routledge, London.   Bryman, A 1992, Quantity and Quality in social research, Routledge, London.   DeMarrais, K & Lapan, SD (eds.) 2004, Foundations for research: Methods of inquiry in education and the social sciences, Lawrence Erlbaum Associates, Mahwah, NJ.   De Vaus, D 1996, Surveys in social research, UCL Press, London.   Kelly, AE & Lesh, RA (eds.) 2000, Handbook of research design in mathematics and science education, Lawrence Erlbaum Associates, Mahwah, NJ.   Law, J 2004, After method: Mess in social science research, Routledge, New York.   Lee, BK & Zhu, JJ 2002, ‘Internet use and sociability in Mainland China’, IT & Society, vol. 1, no.1, pp.219-237.   Potter, WJ 1996, An analysis of thinking and research about Qualitative methods, Lawrence Erlbaum Associates, Mahwah, NJ.   Schwab, DP 1999, Research methods for organizational studies, Lawrence Erlbaum Associates, Mahwah, NJ.

Critical review of methodological approaches

Introduction There are two methodological approaches in social research namely quantitative and qualitative approach. Quantitative rese...