Epistemology Assignment Example | Topics and Well Written Essays - 1500 words

Epistemology - Assignment Example Empirical form of knowledge can determine truth based on the actual experience of an individual through events or things that happen around the environment. b.) EMPIRICAL claims there are the four different theories concerning the determination of the truth of empirical claims: Correspondence theory of truth Coherence theory Pragmatist theory Scientific Theory Describe each of these four theories for proving empirical claims to be true. Explain each one. Do not simply list them. Describe them and explain them. This will take more than one sentence for each one. Correspondence theory is an empirical theory of truth that was espoused by Aristotle that holds that truth is what propositions are consequent to a way things in the world are. In other words, this theory claims that a proposition is true as long as there are present and existing facts that correspond to it. Coherence theory accounts for a proposition’s truth that occurs from an association between that proposition and another proposition. In that way, coherence theory will assert that a proposition is true if it fits together and coheres with any other related proposition. Pragmatic theory holds that a proposition is true if it is practical to accept as true.  This concept of truth was formed by the American Pragmatic philosophers such as C.S Peirce, William James and John Dewey who believed that the mark of truth is based on its practical utility above anything else. Beliefs that result to the best outcomes, are justified best from actions, that advance practical achievement, are held as  truths. Scientific truth hold that knowledge can only be sought ascertained through various scientific methods or operations that can lessen the chances of uncertainty since it is generally held by scientists that truth at best can is only approximate and never absolute. For the scientific theory, the method on reaching a close-to-certain result is just as important as the outcome itself. For if a method is based on opinion alone, it would be considered nothing more than just subjective bias. 2.) Critical Thinking c.) What do you think of the theory that there can be simultaneous multiple truths concerning claims? Concerning all types of claims? Does it apply to claims that are semantic, systemic, logical or empirical? Comment on each type. Can there be multiple truths for each type of claim? For any type of claim? Please indicate your familiarity with the readings in your answer -this means use some quotations to support your answers. Subjectivism and Relativism would claim that there are various points of views regarding a certain truth. The reason due to this is because there are different situations and circumstances that happen that are sometimes overlooked, whether intentionally or unintentionally, by the objective forms of knowledge. This could also apply to semantic, systemic, logical and empirical forms of knowledge. Semantic knowledge is knowledge that is the result of learn ing the meaning of words which the knowledge of words is knowledge of definitions, and such definitions are set in dictionaries (Pecorino, â€Å"An Introduction to Philosophy†). It should be taken into consideration that there are various languages around the world, and each language has their own rules or way of inferring

The process of gathering forensic evidence Essay

The process of gathering forensic evidence - Essay Example Electronic data is also fragile like any other type of data so any data that is to be preserved has to undergo a given protocol to make it safe. The expert should ensure that the data is not damaged and that computer virus does not affect the data. This can be done by storing data in a computer that is well protected from any virus and at the same time has a secure system that gives access to only stakeholders who can come up with the password. Once its location has been known the data has to be collected by the experts. They have to go to the virtually stored data get it and record it in the prepared storage device that had been preserved for its storage and that has minimum potential of destroying the data. When collecting the data various data collection tools are required to enable the process. This is the part where the experts sit down and examine the data that had been collected. This is the stage where they are able to know if the data has been tampered with after they have done all this then they have to give the go ahead for the writing of the report. This is a computer hardware toolkit that is used in the performance of very detailed digital examination of forensic evidence. It is built using ubuntu software and is able to combine witness experience to come up with a witness format that is used in hand with advanced forensic format. The software’s that are used to make the device is sleuth kit which is a kit used to make file systems for analysis. The device has the capability of taking fingerprints through a touch screen and storing it in the computer memory. This tool helps forensic experts to secure and examine raw data disks. It also has the capability of handling multiple file systems as well as come up with the format for the evidence that has been made. The tool also has the capability of placing strict deadlines to the data and how to work on it. In order to see all visible traffics, the tool is able to

GSM Communication System

GSM Communication System 1).Introduction: GSM (Global System for mobile communication) is a term known world wide for the digital cellular communication. In 1982 this term was introduced by the CEPT. It created a group, Groupe Special Mobile(GSM), which was provided with the task to design a cellular system that can operate in the 900MHz frequency region. [1] In the early 1980s, most of the telephone systems were analog rather than digital. This had a lot of disadvantages because it was unable to handle the increasing number of customers in a cost effective manner. As a result the digital technology was introduced which would be helpful in increasing the capacity of handling the customers. The GSM network was started in 1992, and in 1993 more than one million subscribers made calls through GSM networks. In the beginning, the GSM network was popular in Europe, but started to spread itself outside Europe. [1] The majority of the GSM networks operate in the 900MHz band, but some operate in 1800MHz band too like (GSM1800) PCN, (DCS1800), and in the United States 1900MHz band (GSM 1900). The basic architecture of these systems is identical but they differ only in the radio frequencies used. [1] There are about 380 million subscribers of the GSM technology in all the three frequency bands(900 MHz, 1800 MHz, 1900 MHz). In total there are 373 networks in 142 countries in operation. The GSM technology has been a revelation as it has made wireless communication easily accessible. 2).The GSM network: The GSM network is divided into three different parts: [2] The switching system(SS) The base station system(BSS) The operation and support system(OSS) 2.1).The switching system: The switching system is responsible for performing call processing and subscriber related functions. [2] 2.2).The base station system: It is responsible for performing all radio related functions. It consist of base station controller(BSC) and base transceiver station(BTS). [2] 2.2.1).BSC: The BSC provides all the control functions and physical links between the MSC and BTS. It is a high-capacity switch that provides functions such as handover, cell configuration data, and control of radio frequency (RF) power levels in base transceiver stations. A number of BSC are served by an MSC. [2] 2.2.2).BTS: The BTS handles the radio interface to the mobile station. The BTS is the radio equipment (transceivers and antennas) needed to service each cell in the network. A group of BTS are controlled by a BSC. [2] 2.3).The operation and support system: The operations and maintenance centre (OMC) is connected to all equipment in the switching system and to the BSC. The implementation of OMC is called the operation and support system (OSS). The OSS is the functional part from which the network operator and controls the system. The purpose of OSS is to offer the customer cost-effective support for centralized, regional, and local operational and maintenance activities that are required for a GSM network. An important function of OSS is to provide a network overview and support the maintenance activities of different operation and maintenance organizations. [2] 3).Multiple accessing techniques: There are different major multiple accessing techniques in GSM, but we will describe just two of them: 3.1). Frequency division multiple access (FDMA): FDMA is one of the most widely used multiple access techniques. In this technique, the frequency band is divided in to channels of equal bandwidth so that the conversation is carried on different frequencies. In FDMA, one specific frequency is allotted to every caller. This cause overload situations in case of high demands. The channel bandwidth is narrow usually 30KHz. [2] FDMA systems include C-Netz. In C-Netz, two frequency bands of 4.44MHz are further divided into 222 individual communication channels at 20 KHz bandwidth. The hardware components in FDMA are simple, but still each channel needs its own transceiving unit. Also, the tolerance required for the high-frequency network and the linearity of the amplifier in the transmitter stage of the base station are high. It is because a large number of channels need to be amplified and transmitted together. [1] 3.1.1). Advantages: [4] No network timing is required. Channel assignment is simple. 3.1.2). Disadvantages: [4] Power levels must be closely checked to obtain efficient use of transponder RF output power. Inter-modulation difficulties require power back-off as the number of RF carrier increase. 3.2). Time division multiple access (TDMA): Time Division Multiple Access or TDMA is a method used to enable multiple stations to transmit on the same frequency but on different time slots. TDMA systems alleviated the channel capacity issue by dividing a single radio channel into timeslots and then allocating a timeslot to a user. TDMA system have three timeslots per channel. To use these timeslots, the analog voice has to be converted to digital. [3] A digital wireless transmission technology, TDMA is used by the digital system Global System for Moblile Communications as a cellular phone technology to fit more cellular users, in sequence, on a single radio without interference from other callers. This form of technology is called multiplexing. A call is placed and sounds are digitized and then the information is broken into data packets which given a unique time assignment. TDMA systems operate in either the 800-MHz or 1900-MHz frequency bands. 3.2.1).Advantages: [4] Shares single carrier frequency with multiple users. Slots can be assigned on demand. Less stringent power control due to reduced inter-user interference. 3.2.2).Disadvantages: [4] Higher synchronization overhead. Equalization necessary for high data rates. Slot allocation complexity. Interference with other devices. 4). Summary: In this report we have tried to cover the basic principles of GSM technology. We explained the basic architecture of GSM along with the multiple accessing techniques involved. We also tried to discuss the advantages and disadvantages of each accessing technique.

Feminism and Gibsons Neuromancer :: Feminism Feminist Women Criticism

Today many women are stereotyped in their jobs and social roles as defined by society as a whole. William Gibson's Neuromancer where one woman is used for specific reasons. The female character, Molly, is used for sex and her body is used for other sexual performances. In this book we find numerous examples of how she is being used sexually and how she must act in her job to survive. The author uses horrific examples that are related to how some women are treated today. The feminist approach is used throughout this book because of how the character Molly is being treated. In the second chapter of the book Molly is known as a "Working Girl", which means prostitute. Here in this chapter we find the first example of how Molly is being used for sex. "His head throbbed, but the brittleness in his neck seemed to retreat. He raised himself on one elbow, rolled sank back against the foam, pulling her down, licking her breasts, small hard nipples sliding wet across his cheek. He found the zip on the leather jeans and tugged it down"(Gibson32-33). This scene occurs right after Case's surgery. You might ask, the question, Is being used for sex really part of her job? Or was she attracted to work with Case? That could be a major confusion when reading this book. Something very similar to the scene just described also occurs in Chapter 11. The character Riveria performs a piece that he calls "The Doll." He imagines Molly's body as he wants it to be. A line from the book states "Then the torso formed as Riviera caressed it into being, white, headless, and perfect, sheened with the faintest gloss of sweat"(140). This ungodly performance can make any woman sick to her stomach. It is hard to believe one man's behavior could be that stereotypical as he regards a woman. Unfortunately, in today's society that is something that is not unusual. Women are represented as developing different qualities to be successful in their jobs. In this book Molly is known as highly dominant and very knowledgeable in what she does. Not only in just this book, but in real life situations women have to demonstrate these strong characteristics to be recognized for their hard work. Other women have to have these qualities just to be noticed. In this book Molly has to be this way so she can protect herself from men, and she also has to have these qualities so she will be recognized for her hard work.

Global Business Strategies Essay

Course Description The manager’s perspective in the fields of international payments, international trade, and investment are analyzed. Emphasis is given to the materials and concepts that illuminate the strategies, structure, practices, and effects of multinational enterprises. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: University policies: You must be logged into the student website to view this document. Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality. Course Materials Hill, C. W. (2009). International business. Competing in the global marketplace (7th ed.). Boston, MA: McGraw-Hill. All electronic materials are available on the student website. Week One: Contemporary Global Business Environment Details Due Points Objectives 1.1 Define globalization. 1.2 List the major drivers of globalization. 1.3 Explain some effects of globalization. 1.4 Compare and contrast the role of economic integration in promoting global business. 1.5 Relate the stage of economic development of an economically integrated region to potential business opportunities. Readings Read Ch. 1 of International Business. Read Ch. 2 of International Business. Read Ch. 3 of International Business. Read Ch. 5 of International Business. Review this week’s Electronic Reserve Readings. Read the Week One Read Me First. Participation Participate in class discussion. 1 Individual Week One Quiz Post week one quiz. 1 Individual Globalization Questionnaire Prepare a comprehensive response to the following questions in 350 words. What is globalization, and what are some of the traditional international trade theories that support the concept of globalization? List the major drivers of globalization and provide three examples of each. Explain at least four effects of globalization that affect your community and your organization. 10 Week Two: Global Business Strategy Formulation Details Due Points Objectives 2 2.1 Conduct a business risk analysis. 2.2 Choose an appropriate mode of entry for global products or services. Readings Read Ch. 6 of International Business. Read Ch. 7 of International Business. Read Ch. 8 of International Business. Review this week’s Electronic Reserve Readings. Read the Week Two Read Me First. Participation Participate in class discussion. 1 Individual Week Two Quiz Post week two quiz. 1 Learning Team Instructions Select a country and product to focus your cumulative Global Business Plan Learning Team project. The deliverables for the project include the following Learning Team assignments: Week Two: Comprehensive Analysis Outline and Presentation Week Three: Country Risk and Strategic Planning Analysis Paper Week Five: Final Global Business Plan and Presentation Individual Regional Integration for and Against Articles Select a region approved by your instructor and choose a trading bloc (NAFTA, EU, ASEAN, etc.) within that region. Write two 350- to 500-word articles, one article in favor of regional integration and another article against regional integration. Describe the advantages and disadvantages of regional integration and relate the stage of economic development of the economically integrated region to resumecustomerservice@livecareer.com potential business opportunities. 10 Learning Team Comprehensive Analysis Outline and Presentation Select a product and a country for a global business venture. Conduct a regional, country, and product analyses for your new global venture. Prepare a 1,050- to 1,400-word outline and a 5- to 7-slide summary presentation illustrating the following: Region Analysis Regional alliances and economic integration Physical environment and its affect on trade Political stability Economic conditions Finance options available Social, health, and environmental conditions Terrorism threats Country Analysis Political stability Economic conditions Finance options available Physical environment and its affect on trade Social, health, and environmental conditions Cultural considerations Organization and product or service analysis Description of your organization Product needs assessment of the target country Description of product to meet the need Format your written paper consistent with APA guidelines. 5 Week Three: Strategic Implementation: Global Business Operations Details Due Points Objectives 3 3.1 Describe the legal, cultural, and ethical challenges that confront global businesses. 3.2 Determine the various roles that host governments play in global business operations. Readings Read Ch. 12 of International Business. Read Ch. 14 of International Business. Read Ch. 15 of International Business. Read Ch. 17 of International Business. Review this week’s Electronic Reserve Readings. Read the Week Three Read Me First. Participation Participate in class discussion. 1 Individual Week Three Quiz Post week three quiz. 1 Learning Team Country Risk and Strategic Planning Analysis Paper Prepare a 1,400- to 2,100-word paper in which you conduct a country risk analysis for your selected global business venture. Analyze the following risks in your paper: Political, legal, and regulatory risks Exchange and repatriation of funds risks Competitive risk assessment Taxation and double taxation risks Market risks (four Ps) Distribution and supply chain risks Physical and environmental challenges to entering and operating in a target market Social and cultural risks Cyber or technology Describe how you would manage these risks Summarize your strategic planning process: Define and clarify mission and objectives SWOTT analysis of target country Make strategy selection Select and justify an appropriate mode of entry for your global product or service Control and evaluation Devise contingency plan Format your paper consistent with APA guidelines. 10 Week Four: Strategy Implementation: Finance and Marketing in Global Business Details Due Points Objectives 4 4.1 Analyze global financing and exchange rate mechanisms. 4.2 Identify multilateral and regional financial institutions that help foster global business. 4.3 Identify various methods of financing global operations. 4.4 Identify key foreign exchange risks and techniques to mitigate risk. 4.5 Conduct a global marketing analysis for a product or service. Readings Read Ch. 9 of International Business. Read Ch. 11 of International Business. Read Ch. 16 of International Business. Read Ch. 18 of International Business. Read Ch. 20 of International Business. Review this week’s Electronic Reserve Readings. Read the Week Four Read Me First. Participation Participate in class discussion. 1 Individual Week Four Quiz Post week four quiz. 1 Individual Case Study Select one of the following cases from the International Business Textbook: â€Å"Nike: The Sweatshop Debate† at the end of Part 2 â€Å"Google in China† at the end of Chapter 4  Ã¢â‚¬Å"Boeing versus Airbus: Two Decades of Trade Disputes† at the end of Part 3 (Video is not required to complete this case.) â€Å"The Russian Ruble Crisis and Its Aftermath† at the end of Part 4 â€Å"Molex† at the end of Part 6 â€Å"Merrill Lynch in Japan† at the end of Part 6 Write a 500- to 750-word paper in which you address the following topics: Describe the legal, cultural, and ethical challenges that confront the global business presented in your selected case study. Determine the various roles that host governments played in this particular global business operation. Summarize the strategic and operational challenges facing global managers illustrated in your selected case. Format your paper consistent with APA guidelines. 15 Week Five: Changing Environment of Global Business Details Due Points Objectives 5 5.1 Identify appropriate business strategies based on business risk analysis. 5.2 Determine appropriate exit strategies for a global organization. Readings Read Ch. 4 of International Business. Read Ch. 13 of International Business. Review this week’s Electronic Reserve Readings. Read the Week Five Read Me First. Participation Participate in class discussion. 1 Individual Week Five Quiz Post week five quiz. 1 Individual Global Financing and Exchange Rate Mechanisms Choose one of the following topics. Prepare a 1,050- to 1,750-word paper in which you analyze one of the following global financing and exchange rate topics: Purchasing power parity and the Big Mac index Currency hedging Hard and soft currencies Countertrade Financing via letters of credit and EXIM Bank and commercial banks Tariff and nontariff barriers Roles of international financial institutions (e.g. IMF, World Bank, ADB, etc.) Euro currency markets Define your selected topic. Explain how your topic is used in global financing operations and describe its importance in managing risks. Format your paper consistent with APA guidelines. 15 Individual Final Examination Prepare to take a final exam. 10 Learning Team Final Global Business Plan Paper and Presentation Prepare a 7,000- to 8,750-word paper integrating your previous Learning Team assignments to include the following new material: Summarize your findings from previous Learning Team assignments. Include the rationale for selecting your target country. Refer to your Learning Team Country Risk Analysis for highlights. Determine the marketing mix specific to your selected global product or service and explain your choice of marketing mix. Prepare a marketing plan that addresses product modification, pricing, promotional programs, distribution channels, and e-business in your chosen country. Include market indicators and trends for your product or service. Prepare a financial overview for your global venture. Include a chart that represents the general budget for your global venture. Explain how your company deals with foreign exchange risk for your global operation. Identify potential domestic and international sources of financing for your global venture. Include at least two possible financial institutions within your chosen region. Describe the degree to which your organization operates as a centralized versus decentralized organization. Include a chain of command chart to illustrate how communications would reach senior management from the field when events necessitate changes in tactics or strategy. What types of exit strategies would be most appropriate for your global venture? Some strategies to consider include divestiture of assets, handing over to a joint venture partner, diversification, shutting down operation, and contingencies for your global venture. Based on your findings, make final recommendations about the feasibility of this global venture. Would you recommend proceeding with this global venture? Explain why or why not. Format your paper consistent with APA guidelines. 15 Week One Quiz Questions What technological advances in telecommunications and transportation have influenced global business in the last decade? How have these technological advances affected regional economic development? What trends may be anticipated in these areas? Would globalization have been possible without these technological advances? Discuss how culture, language, and religion might influence the costs of doing business in a particular country. Support your statement with examples. Discuss the following theory: The study of global business is relevant if you work or plan to work in a large multinational company, but it has little or no significance for individuals who work in smaller national firms. Do you agree or disagree? Defend your argument with at least two supporting statements. Week Two Quiz Questions What is country risk analysis? How is this analysis conducted? Is country risk analysis an effective tool in determining the desirability of establishing a manufacturing site or other mode of entry? Define a trade deficit and a trade surplus. What are the implications of a long-term trade deficit or trade surplus? What techniques are available to correct balance of payment deficit or surplus? Does free trade equate to fair trade? Does free trade exist anywhere in the world? Respond to the questions and support your answers with examples. Week Three Quiz Questions What is the current status of the telecommunications, energy, and transportation infrastructures of the world’s fastest developing countries? What effect does importing advanced technology, such as wireless technologies, into a developing country have on that country’s telecommunications, energy, and transportation infrastructures? How do these changes in infrastructure and technology alter business productivity? What are some issues and trends in global sociocultural issues? Why must a company be sensitive to the sociocultural environment within the host country? What affect does sociocultural sensitivity have on a company’s operations or sales within a host country? What are the major staffing policies that global organizations must consider? How must an organization choose among these staffing policies? How do you assess the effect of implementing a specific staffing policy? What are the primary functions of the foreign-exchange market? Who are the participants in the market? How do global companies use the foreign-exchange market to hedge against foreign-exchange risks? Felix, a U.S. technology company has recently developed a revolutionary wireless phone. The product offers exciting new features along with all of the features of current products, but at a fraction of the manufacturing costs. As the international business manager of Felix, you have been asked to choose the best mode of entry into the European market. Your have the following options: Export your product from the United States. Enter into an alliance with a large European company. Manufacture the product in the United States and set up a wholly owned subsidiary in Europe. License a European firm to manufacture and market the phone in Europe. In preparation for your choice, list the pros and cons of each method of entry. Which choice do you present to your CEO? Support your decision. Can any product or service be marketed globally? If it sells in the United States, does it sell in another country? Explain why or why not. Can a product be marketed in the same manner in multiple countries? Defend your answer with examples. How might you relate the four Ps of marketing to customer relations management (CRM) in a global business environment? Week Four Quiz Questions What are the elements of capital budgeting? How do you determine these elements in the global business arena? Provide examples of how you would use capital budgeting analysis to determine the desirability of global projects. What are the international and regional institutions that comprise the global monetary and financial system? What role do these institutions play in  promoting global business operations? Under what conditions is it better to borrow funds from a domestic bank? When might it be necessary to borrow from a target country financial institution? Explain your answer. When would a firm choose to operate on a transnational basis? Under what circumstances would a firm use a localization strategy? When would an international strategy be employed? Support your answers with examples. Week Five Quiz Questions Describe one exit strategy an organization may use when things go wrong in a foreign country. What are some of the issues that might prompt the implementation of an exit strategy? Summarize the effect of an exit strategy on the strategic planning for a global organization? Name the factors that may contribute to the global business failure of an organization? How might a global organization protect itself against a global business failure? Are US ethical standards applicable worldwide? Explain your answer and provide examples. What are the consequences of failure to incorporate ethical considerations into global planning.

Marketing Mix Essay

Broadly speaking, in order to maximise profits, different firms use distinct tools to perform strategy and decisions, such as SWOT analysis, PESTEL analysis and marketing mix analysis. In terms of the marketing mix, as an important concept in the subject of business studies, it refers to â€Å"a balance between the four main elements of marketing [is] needed to carry out the marketing strategy. It consists of the ‘4ps’: product, price, promotion and place† (MarcouseÃŒ  and Surridge et al., 2011:141). Firms can build an effective marketing strategy by using the marketing mix as a tool, and it is possible that business will fail if the marketing mix is not correct. The aim of the essay is to analyse elements of the marketing mix. Initially, it will discuss four elements, which are the product, price, place and promotion respectively. Then, it will evaluate the most vital component in the marketing mix, which is the product. The first component of the marketing mix is the product. â€Å"A product is a good or service produced by a business or organization, and made available to the public for consumption† (Ashwin and Merrills et al., 2008). Each product has a different feature, which could be the unique selling points of them. Roams and Cota (2008:152) attempt to define this term is, â€Å"A unique selling point (USP) is a short statement that explains why a customer should buy from you instead of your competitorsin†. For example, Apple Corporation has a unique and independent operation system for their iPhone. It has been argued that there are three levels of product, first of which is core or generic product (Levitt, 1986:361). This is the basic and general physical product, in other words, it is the product that has minimum features and the consumer would expect it to have. In a microwave oven example, it should have enough space inside to put food and it would be expected to work effectively. The second level of the product is known as actual or tangible product. This is, touchable and physical property of the product. Young (2008:130) suggests this level of product will contain the product’s name, style, brand name, label, packaging and quality level. This level of product provides a material and a clearer image of the product to customers. The next and last level is called augmented product. Leader and Kyritsis (1990:12) explain this product provides privileges and additional services to the consumer; it also can reflect the differentiation of the product. For instance, services such as free delivery, discounts and additional purchases. The second element of the marketing mix is price. There are two main factors can determine the price of product, which is price elasticity and pricing strategy respectively. Blythe (2012:154) examines the elasticity of demand will illustrate that different categories have different extent of sensitivity when the price changes. Consequently, it could help firms make a better decision when they set the price. Thompson and Machin (2003:65) support that, â€Å"a business must know how responsive their products are to price changes so that they can assess the potential impact of, say, special offers or a price increase†. The next factor is the pricing strategy. Also, it is more imperative than price elasticity when firms make their price decisions. Firms use a serious of pricing strategies, however, the pricing method of cost plus is used most commonly, which is the basic form of all pricing decisions. It refers to a business calculates the average cost and then add a mark-up to the final selling price. Ashwin and Merrills (2008:347) point out another price strategy is called discriminatory pricing; this means a firm set different price for different target groups. As the description from Thompson and Machin (2003:65), discriminatory price refers to â€Å"different price is charged to different group people at different times†. For instance, a cinema charges a different price for students and adults. Besides, it charges different for daytime and evening showings as well. In addition, psychology-pricing strategy is also used quite frequently in supermarkets. For example, Morrison’s sell a bottle of milk  £1.99 rather than  £2, hence customers will perceive the price as being lower. Levitt (1986) argues discriminatory pricing mainly relies on emotional responses from the consumer. The third component in the marketing mix is the place. It concerns the way in which a product is distributed. Stimpson (2005:16) points out â€Å"the ‘place’ decision involves making the product or service available to  consumers in the most appropriate way†. Distribution channel as the most important factor could affect the decision of the place. There are numbers of factors can determine how the product is distributed. Blythe (2012:173) suggests one of them is the marketing aim. The increasing scale raised enterprise intends to expand as wide a distribution as possible. Furthermore, legal restrictions should be regarded as well. Stone (2001) states there are numerous products are not permitted to sell in some places. For instance, it is forbidden to sell the alcohol at the petrol station. In general, direct distribution, retailers, wholesalers and agent are four core channels of distribution. Direct distribution is the producers sell products to customers directly without intermediaries. Blythe (2012:175) explains this, â€Å"direct distribution channels are typical of personal services such as hairdressing†. For retailers, it is an organization that offers goods to customers. Tesco and Wal-Mart, for example. In addition, Koter (2005) describes that, in many market, wholesalers act as a link between producers and consumers. Wholesalers usually buy goods from manufacturers then sell goods to the final consumers or retailers. In contrast, agents do not actually purchase goods; they only help manufacturers to sell. Thompson and Machin (2003:80) claim that, â€Å" agent never actually owns a product, they usually connect buyers and sellers and manage the transfer of the good†. The final element in the marketing mix is promotion. Promotion is not only advertising but also a communication tool between producers and consumers. â€Å"promotion is about communicating with customers and potential customers† (Ashwin and Merrills et al., 2008:331). Promotion is essential for a product because it is able to increase the demand for products. Young (2008) suggests promotion can raise emotion, concern or awareness for products or issues. In addition, promotion can protect and preserve the market share as well. The methods of above the line and below the line are two main types methods of promotion. As for above the line promotion, it refers to a firm uses the advertising media but does not has direct control. The most recognizable  face of advertising is television. Because of it can provide the introduction of product with colorful images. Wolinski and Coates (2008:373) state that, â€Å"television has the advantage of being memorable, as it can present both moving images and sound†. Thompson and Machin (2003:74) examines the below the line promotion includes promotional media over which the firm has control. For example, personal selling, it means a salesman or a sales team who regularly visits consumers in person. Having introduced each element of the marketing mix, the essay will now evaluate the most crucial element in the marketing mix – product. There are two principal reasons for product as the most important element in the marketing mix. First of all, product as the key component makes the entirely process of the link between customers and producers possible. Amount of sales promotion and price reduction will not help an enterprise to achieve their market target if the product is not appropriate and attractable. Stimpson (2005:24) agrees with this view that, â€Å" a balance and integrated mix is essential, but without a product that offers customers real and distinctive benefits, even the best-laid marketing plans can be wasted†. In the mean time, Kazmi (2007), in her work, Marketing Management, suggests that the product or service is the most vital element, without a good product, you have nothing. Furthermore, Adcock and Halborg (2001) sustains that the attention of customers will be attracted if a firm can develop a high quality product, hence, the profits that the firm makes will increase. As a result, the pote ntial for business success is significantly enhanced. The second reason is that products enable to decide a firm’s profits, sales, market share, image, reputation and stature. Additionally, product can also determine the scope and direction of a company’s activity. Product acts a heart in the whole marketing mix. Most of the scholars support that view. Stimpson (2005:24) points out that, â€Å"the product is usually considered to be the most important component of the marketing mix†. Stone (2001) believed that in most case the product itself is the key to a successful marketing mix. However, there will be instances that when other components dominate  the marketing mix. Wolinski and Coates (2008:346) argues that, â€Å" At a festival, only one type of bottled water might be available, so the place is the most important factor†. In contrast, Baker (1991) claims when consumer with limited money might choose the product with the lower price, this is due to consumer has insufficient resources to purchase additi onal products. In this case, price is the most significant component. To recapitulate, the essay has introduced and analysed four elements – product, price, place and promotion in the marketing mix. Marketing mix as a tool is able to help firms make efficient business plan and strategy. Each element is playing a very vital role in the marketing mix. Furthermore, the essay has identified the product is the most crucial part since the product is the key component linking between the producers and consumers. It can be concluded that all the elements in the marketing are essential and necessary, while in the most case, product is the most essential component in the marketing mix. An enterprise should coordinate and integrate the four elements so that the firm can build an efficient marketing strategy and achieves more profits as possible. Reference list: Ashwin, A., Merrills, S. and Thompson, R. 2008. Collins biz/ed AS business studies. London: Collins Educational. Baker, M.(1991) Marketing, An Introductory Text, 5th edn. London: Macmillan Education Ltd. 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Deddington, Oxfordshire: Philip Allan Updates. a