Linguistics for Elementary Teachers Essay Example for Free

Linguistics for Elementary Teachers Essay After reading the first and second chapters, in How Linguistics are Learned, I am interested by what Lightbown and Spada (2006) argued. The authors claimed that â€Å"The development of bilingual or second language learning is of enormous importance† (p. 25). They argued also that acquisition of more than one language in our new global world is rewarding for bilingual individuals socially and economically. The authors stated that most children nowadays are exposed to more than one language during their early childhood and schooling time. Some may learn two languages at the same time ‘simultaneous bilinguals’ while others may learn the other language later ‘sequential bilinguals’. There are situations where children are cut off their family language while they are very young. They may stop speaking their family language. This might represent a reason for concern. Researchers have recently devoted a considerable amount of their time and energy to investigate children’s abilities to learn more than one language at early age. The goal is to help students to learn a second language at early age and facilitate that for teachers and educators. This subject matter is interesting and challenging to me personally because it is connected to my experiences as a teacher and principal of multicultural schools environment with language learning /acquisition and education. My first language is Arabic; English is my second language. I started learning English while I was at Middle school; I was 12 years old. I have been all my life in education. I worked a teacher and principal. I worked in Jordan, Kuwait, Iraq, Canada and the US. I have worked with students from different countries speaking different languages in multicultural schools environment. My current school is Annoor Islamic School (AIS) in Wichita, KS. It is a private school, Pre-K through 8th grade. Students enrolled are 157 from 20 countries and 90 % of them are bilingual or trilingual. Students speak more than five different languages at their homes in addition to English. Due to the fact that our school is an Islamic school all our students are Muslims. AIS provides higher quality of education for students. They learn, in addition to public schools’ curriculum: Al-Quran al-Kareem, Islamic Studies and Arabic Language. Teaching Arabic for the non-native Arabic speaking makes them trilingual. It may look difficult for students, but in reality they want to be able to read Al-Quran. Al-Ksareem. They are highly motivated to learn more about their religion and read Al-Quran Al-Kareem in the Arabic Language. Based on my experience and observations all these years as a teacher and principal, I found that my bilingual students have higher academic results compared to their non-bilingual counterparts. The same conclusion was confirmed by developmental psychologists’ research as Lightbown and Spada (2006) stated. I also found that bilingual students’ skills are transferrable. The skills and knowledge that bilingual students know through their first language are transferrable. They can present these skills knowledge in their new second language easily. At my current school AIS, students startlearning anther language at age 3-4 years old. I found it is important to start young students learning a language other than their own from at an early age. That’s when they pick up a language the fastest. It is important because we need to know more about other nations’ cultures and history to improve world relations.

Michael Kors vs Guccio Gucci

Michael Kors vs Guccio Gucci American vs. Foreign Designer Michael Korsvs. Guccio Gucci Showroom Headquarters: Showroom Headquarters: 11 W 42nd St. New York, NY 10018 Via Mecenate, 79, 20138 Milano, Italy Written by: Irene Vastardis Table of Contents: Their Importance 4 Michael Kors Importance . 4 Guccis Importance 4 Background of Designers .. 5 Michael Kors Early Life 5 Launching His Career 5 His Accomplishments .6 Guccio Guccis Early Life ..6 Launching His Career . 7 The Aftermath .. 8 Market Segments .8 Michael Kors Target Market .8 Guccis Target Market .8 Their Unique Designs. 10 Michael Kors Designs ..10 Guccis Designs .11 Promoting Their Products ..13 Michael Kors Licensing Products ..13 Michael Kors Advertising Methods 14 Guccis Advertising Methods ..14 Similarities and Differences 15 Michael Kors and Guccis Similarities .. 15 Michael Kors and Guccis Differences .. 16 Appendix 17 References .19 Their Importance: Michael Kors Importance: Michael Kors is one of the last American Designers that has not looked overseas for style inspiration. He often asks himself first, Where is she wearing that? before designing a garment (Michael Kors Strategic Marketing Plan, 2014). His main focus is on wearable pieces that is still considered luxury yet affordable. He maintains a huge public relation being on Project Runway for so many years and his ad campaigns are as slick as those of high-end brands such as Prada. I believe he is an important designer because of how unique he is. He makes women feel as though they can be beautiful, elegant, and sexy without spending thousands of dollars. He allows women to afford luxury items without the need of going all out. Most importantly, what he designs, can either be worn casually or professionally. I love that because it can be worn absolutely anywhere. A consumer who would buy Michael Kors products could never be too overdressed or underdressed going out somewhere, whether it be a date, a business meeting, or a night out with the girls. Michael Kors is also a huge philanthropist and truly cares about everyone. He believes in the right for every woman and man to feel high-class, important, beautiful, and sexy despite anyones personal income. Guccis Importance: Guccio Gucci is important because his brand lives on for almost a century and is more popular than ever. Gucci has always said the difference between style and fashion is quality (Global Branding Gucci, 2013). His compassion for the business allowed it to grow into a success. He started his company at the age of 40 after he was inspired with luggage bags working as an elevator attendant. He has created unique designs that have been featured in the New Yorks Museum of Modern Art. He is a legend in the eyes of so many amazing designers. His children were able to take over the business and keep it alive. His children had a huge responsibility to take over his fathers business they were able to make it grow into the empire it is today. I can understand how his children felt and how difficult it was because me and my siblings look after my fathers business. It could easily be destroyed in minutes if you dont have the proper guidance. Thats what makes Gucci so special. It was never lost, b ecause his children kept the business alive and more booming than ever. Guccis slogan is quality is remembered long after the price is forgotten (Global Branding Gucci, 2013). Guccio Guccis legacy will always be remembered and live on because he will never be forgotten as one of the greatest luxury Italian designers of all time. Background of Designers: Michael Kors Early life: Michael Kors started off early in the fashion world. Being only a toddler in Long Island, New York, he started to model appearing on Lucky Charms cereal and toilet paper ads. He was born August 9, 1959, being the same day as my grandmothers birthday, he was also a baby boomer (Michael Kors, 2016). He was lucky to be born in an era filled with more privileges after the end of World War II. He was in love with shopping and collected all of the monthly Vogue magazines to keep up with the latest trends. He went to the Fashion Institute of Technology, but dropped out after only two semesters. After he dropped out, he started designing clothes for small Manhattan boutiques at the age of 19 (Michael Kors, 2016). Something in which I can relate to because it is exactly what I am doing now as a job, only, Im still in school. Launching His Career: When his mother remarried businessman Bill Kors, she allowed Michael to design her wedding dress. In 1978, Kors worked for Lothars, a French boutique, where he discovered his first idea to design his own fashion collection (Studenetske, n.d.). Michael Kors Womans Collection was first launched in 1981 (Michael Kors, 2016). He convinced Anna Wintour, editor of New York magazine at the time, to take a look at his collection. He later picked up designers such as Barbara Walters and earned awards for his designs. Michael Kors business was not always successful though because his company ended up going bankrupt in 1990 (Know Your Fashion Designers: 10 Facts About Michael Kors, 2011). He then launched KORS Michael Kors for a lower price line for a younger audience. In 1997, he maintained a job as the creative director of Celine, a French fashion house, and remained in that position for six years (Know Your Fashion Designers: 10 Facts About Michael Kors, 2011). He continued being the creativ e director and expanding his brand, coming out with menswear, accessories and perfumes. His Accomplishments: He then became a judge on Project Runway in 2004 and retired from it in 2012. He won multiple awards including CFDA Womens Fashion Designer of the Year (1999), the CFDA Mens Fashion Designer of the Year (2003), the ACE Accessory Designer of the Year (2006), and the CFDA Lifetime Achievement Award (2010) (Studenetske, n.d.). In August of 2011, after gay marriage became legal in New York, he married his partner, Lance LaPere, at 57 years old, who is now the vice president of Michael Kors Womens Design. Guccio Guccis Early Life: Guccio Gucci founded Gucci in 1921 in Florence, Italy, when he was 40 years old (Global Branding Gucci, 2013). He had four sons that had joined the firm. He was an Italian businessman and fashion designer as well as the founder of the fashion house of Gucci. His wifes name is Aida Calvelli and had six children. As a teenager, Guccio Gucci was a lift boy at the Savoy Hotel in London (Family Fued: The Guccis, 2015). He was inspired by the elegant upper class guests and inspires luggage companies such as HJ Cave Sons, he returned to Florence making travel bags and accessories. In the 1920s, he started out selling leather bags to horsemen. He progressed to making luxury luggage. In 1921, he founded the House of Gucci in Florence as a small family-owned leather saddlery shop (Family Fued: The Guccis, 2015). The business picked up because of the immense profit and new luxuries coming out in the roaring 20s. Launching His Career: In 1938, Gucci opened his first shop on the Via Condotti in Rome, specializing in leather goods (History and Background of Gucci, n.d.). He luckily built a reputation for quality, hireling skilled craftsmen to work in his shop. This was the basis and the foundation of how the house of Gucci was founded. In the 1930s, Gucci became inspired by horseracing. This was a favorite pastime during the 30s (History and Background of Gucci, n.d.). Therefore, he started designing the hardware for his leather goods to resemble horse bits and stirrups. In 1932, he created the GUCCI Loafer Shoe with a gilded horse bit. They are only footwear on display in the New Yorks museum of modern art. In 1947, Gucci introduced The Bamboo Bag, the first iconic bag. It was a saddle bag that featured bamboo handles and the ultimate classic. During the 1950s, the trademark red striped webbing was introduced (Gucci Guide Information, n.d.). It was taken from the original form place on a saddle girth. This became a n emblem much like the leather moccasin with the leather bit (Gucci Guide Information, n.d.). This is famously known worldwide. Its unique creation made it possible for everyone to fall in love, including myself, with his new collection. His creation included products such as luggage, ties, shoes, and the famous handbags sporting the bamboo handle. In 1951, Gucci opened his store in Milan and two years, the company expanded overseas with the Manhattan store. The Aftermath: After Guccis death in 1953, his son Aldo, along with his brothers, took over and helped promote the company internationally (Family Fued: The Guccis, 2015). They were opening open boutiques in the most favored fashion markets such as London, Paris, and New York. The 1960s brought increased fame to the Gucci empire and this was when Gucci was booming. Every Hollywood star was wardrobe in Gucci. Grace Kelly, Peter Sellers, and Audrey Hepburn made the name Gucci synonymous with chic (History and Background of Gucci, n.d.) Although there was success in the business, the family took some downfalls. Brother Maritssio Gucci, took the business over from his founding brother who in turn sold it to an Arab concern in the 1980s. In the early 90s, Guccis image was tarnished when knockoffs appeared everywhere. In order to restore the companys luxury image, the company appointed American Designer Tom Ford as the artistic director in 1994 and kept the position until 2005. As of 2016, Alessandro Mic hele took over the reigns as creative director from Frida Gianninis position. He incorporates a lot of Greek mythology in his designs. Since then, it has become a popular name we all know and love today. Market Segments: Michael Korss Target Market: Michael Kors target market is for womens leather goods and accessories while it showcases fewer items in clothing. They have obtained 521 stores globally (Michael Kors Strategic Marketing Plan, 2014). They first started off selling in high-end department stores such a as Bergdorf Goodman and Saks Fifth Avenue. However, 82% of their demographic are females and 36% of the demographic are aged between 26-35 (Michael Kors Strategic Marketing Plan, 2014). Their social status is for the middle class and a lifestyle that is already established. Those who have an adequately paying job and money to spend. Because it is more attainable prices, the result of their audience is younger because it is affordable, although older women shop his collection as well. Personally, I love the fact that its affordable and own many different pieces from his bags, to wallets, shoes, and phone cases. The lifestyle is young, fashionable, and to be in-style. Guccis Target Market: Gucci focuses on middle and high class income. Their market is more of a higher social status, whether its a marries couple sharing joint income or a bachelor/bachelorette with a well-paying occupation. Their target age group is 26-40 years old although some do manage to purchase the Gucci brand in their early 20s (Gucci Guilty Advertising Marketing Campaign, 2015). Their lifestyle is most typically for the wealthy, independent New York business woman/man. Personally owning some of Guccis products such as their bags, shoes, belts, and even luggage, gives me a sense of importance. It gives me a sense of feeling like I am with those who are fashion forward and I have what they have in the introductory stages. Their target markets personality is for those who have a personality of excitement. Competence and sophistication and embrace it through this Italian brand. Those who want to reach the status quo, are fashion conscious, and are socialites (Gucci Guilty Advertising Marketing Camp aign, 2015). Their look goes for the woman to look bold, sexy, glamourous, trendy, classy and confident. Knowing I can afford and appreciate the brand as much as I do, gives me the feeling of being that so-called fashionista and having good taste for what I buy. Their Unique Designs: Michael Kors Designs: All of the Michael Kors handbags are made in China and manufactures by Sitoy Group Holdings LTD (Michael Kors Strategic Marketing Plan, 2014). Michael Kors has discovered his niche in the industry with creating a combination of casual, street wear, athletics wear, and evening wear. He has made it so that it can appeal to almost everyone. Instead of other designers who focus solely on evening and business wear, Michael Kors took his collection in a different direction. He mostly uses leather as his best fabric to create these wonderful handbags in his Michael Kors Studio and Michael Michael Kors collections. Michael Kors is best known for his repeated logo on all of his accessories. He designs his bags with honeycomb MK logo print (See Figure 1-1). The known leather handbag with the pebbled leather satchel has been a staple in his designs (See Figure 1-2). Even Michele Obama popularized Michael Kors even more wearing his black shift dress in his Spring 2009 collected as her first portrait as first lady (See Figure 1-3). Even his other collection, Michael Micha el Kors has a similar saffiano leather design as his original collection, Michael Kors (See Figure 1-4). Figure 1-1 Figure 1-2 Figure 1-3 Figure 1-4 Guccis Designs: All the merchandise for Gucci is made in Italy. Gucci is best known of course for their leather goods. Now however, they have a line of perfumes, cosmetics, shoes, and eyeglasses, belts, luggage, jewelry, watches, and bags. They now have over 380 directly operated stores worldwide (Global Branding Gucci, 2013). Ready to wear the flora was a scarf which was called a Flouard created for Grace Kelly in 1966, was created for the Monaco princess (See Figure 2-1). The pattern was completely made out of silk and is still being used today in a variety of colors. Jackie Kennedy helped by being photographed with the Gucci shoulder strap which became known as the Jackie O Bag (Global Branding Gucci, 2013). Audrey Hepburn was the woman who helped brand Gucci to become successful (See Figure 2-2). They crafted durable woven canvas and a leather trim to make the luxurious symbol of the original GG pattern. The horse bit/icon design, which is one of my favorites, was seen on handbags, leather goods , and clothing, but was first introduced in 1953 on a pair of loafers (See Figure 2-3). I love the loafer look because I believe it is a staple for every man. The sophistication and class that shoe brings as they walk into work speaks volumes. The fashion conscious man can see that it is simply a must have in their closet. The Bamboo top handle was released in 1947 (See Figure 2-4). It was re-released in 2000, making it more modern and refined. The bag is now composed of 140 separate pieces made in Gucci Florentine workshops. Figure 2-1 Figure 2-2 Figure 2-3 Figure 2-4 Promoting Their Products: Michael Kors Licensing Products: Michael Kors has a lot of licensed products that he advertises through different companies. He has licensed watches and jewelry that has been licensed exclusively to Fossil. His watches came out in 2004 and his jewelry came out in 2010 (Michael Kors Strategic Marketing Plan, 2014). They are both sold in Michael Kors retail stores, wholesale customers, and select watch retailers. The watches sell from anywhere to $150 to $500. The jewelry includes bracelets, necklaces, rings, and earrings and sells between $45 and $375 (Michael Kors Strategic Marketing Plan, 2014). I personally love his jewelry, especially the watches. His watches are timeless and gives a sense of pure luxury as you put it on. The encrusted crystals and gold face and band truly gives it its endless look. He also has licensed eye wear that is exclusive to Marchon ever since January in 2004. The collection is focused on status eye wear (Michael Kors Strategic Marketing Plan, 2014). He sells them in Michael Kors retail s tores, wholesale customers, select sunglass retailers, and prescription eye wear providers. The retail price is from anywhere in between $85 to $285. He works with Estee Lauder with his fragrance and beauty ever since May of 2003. In 2013, his tag line was Sporty Sexy Glam, which is still continuing to be their standard of set style (Michael Kors Strategic Marketing Plan, 2014). They are sold in retail stores, wholesale customers, and select fragrance retailers. The price range is typically around $20 to $115. His handbags and small leather goods range from $500 to $6,000, while his footwear is anywhere from $500 to $1,300. His womens apparel, which is his smallest category, ranges from $400 to $4,000 (Michael Kors Strategic Marketing Plan, 2014). Michael Kors Advertising Methods: The way Kors advertises is through his ads always about boarding a private jet or hanging around on a yacht in the French Riviera. His ads are usually in magazines such as Vogue, Harpers Bazaar, and Vanity Fair(Michael Kors Strategic Marketing Plan, 2014). They promote in these magazines for the fashion-conscious women out there to create their own personal style. He advertises in these magazines because of the similar interest medium to attract the magazine and the customer target market. The luxury at an attainable price is the strength of the brand. He also sells his products at department stores such as Bloomingdales, Nordstrom, Macys, Lord Taylors, Neiman Marcus, Saks Fifth Avenue, and many others. North America is the largest Michael Kors geographical market but is also expanding in Europe and Asia (Segmenting and Targeting Market, 1970). For those who may not be able to reach the store, a consumer may always purchase them on his website. Guccis Advertising Methods: The attitude towards Guccis advertisements is the sense of defiance of a young and social demographic. Women see it as a sense of elegance and beauty and men see it as a cool brand. Gucci advertises in magazines such as GQ, Vogue, Mens Health, Cosmopolitan, Esquire, Glamour, and many others (Gucci Guilty Advertising Marketing Campaign, 2015). They advertise big on Facebook and Twitter as well as other social media sites. They even have their own geo-filters on Snapchat that can be activated while stepping into any Gucci boutique. Their retailer engineers are Amazon, Selfridges, and Harrods. They have public transportation billboard advertisements and digital advertisements too. There is also TV commercial advertising for the brand. I typically always see commercials based around their perfumes, especially the most popular Gucci Guilty. They always having an aesthetically pleasing actor and actress using sensory marketing to attract their customers. Consumers can buy Gucci products a cross the globe including the United States, Europe, Asia, Australia, Hong Kong, Japan, Singapore, and Switzerland (Gucci Guilty Advertising Marketing Campaign, 2015). Gucci products are sold at any Gucci retail stores and other department stores such as Macys, Nordstrom, Neiman Marcus, Saks Fifth Avenue, Bloomingdales, and many others. If consumers are unable to reach the store, they are always able to order off the Gucci website and get the merchandise delivered to their home with more convenience. Similarities and Differences: Michael Kors and Guccis Similarities: Some similarities these two designers have is their niche in luxury leather handbags. They both started off selling leather goods and expanded their realm into making apparel, cosmetics, eyewear, shows, and fragrances. Their logo is both the first and last initial of their names. They both create an elegant and chic look to their brand and are intended for the business working man/woman. Neither of them had a college degree but both started on their own because of their true love for luxury goods. Their way of marketing is through retail stores, department stores, and online. They advertise through social media and magazines as well. Michael Kors and Guccis Differences: One main difference about Gucci and Michael Kors is the price range of their products. Gucci sells handbags anywhere from $395 to $29,000, while Michael Kors sells them anywhere from $98 to $3,000. All of Guccis products are made in Italy while Michael Kors is typically made in China or Vietnam. Michael Kors gets his inspiration from American designs while Gucci was inspired through his daily pastime in Italy. Gucci then created more designs through watching the trends of fashion around the world. Guccio Gucci was inspired through fashion by being an elevator assistant. He started designing by the age of 40 with his niche being leather because he loved watching horseracing. Michael Kors knew he wanted to be a designer from a young age. He started modeling by the age of 9 and worked his way to design his own womens collection by the age of 21. Michael Kors is a younger demographic and aims more towards a comfortable lifestyle Guccis demographic is a little bit more sophisticated and h as more of a lavished lifestyle. Either way, I am in love with both of these brands. They are the majority of my wardrobe and my accessories that are very well known designers. I love how they can be so different and similar at the same time. Michael Kors is known for bringing in a younger demographic, while also bringing and older demographic as well, but for Gucci to also lure in those who are younger with his timeless designs shows just how brilliant they truly are. Appendix Alas, M. and Piggott, M. (1966). Flora Pattern [Picture]. Retrieved by http://www.dailymail.co.uk/femail/article-2267265/Charlotte-Casiraghi-poses-new-Gucci-campaign-wearing-iconic-Flora-scarf-grandmother-Grace-Kelly-Sixties.html Daly, D. (2010). Jackie O [Picture]. Retrieved by https://www.youtube.com/watch?v=6v4YNGDlRNM. Elizabeth, L. (2015). The Honeycomb Print [Picture]. Retrieved by https://workinglook.com/2015/09/23/how-to-find-the-real-markdowns-at-michael-kors-outlets/ Hill, M. (n.d.) Gucci Logo [Picture]. Retrieved by https://clipartfest.com/download/8d406f591e87e0e8b1209d2a12c990e5e8ba246f.html Gucci. (2016). Bamboo Classic Leather Top Handle [Picture]. Retrieved by https://www.gucci.com/int/en/pr/women/handbags/womens-top-handles/bamboo-classic-leather-top-handle-p-409398ARU0N1000 Gucci. (2016). Floras Scarf [Picture]. Retreived by https://www.gucci.com/us/en/pr/women/womens-accessories/womens-silks-scarves/womens-scarves/flora-silk-printed-scarf-p-0227963G0019000 Gucci. (2016). Leather Horsebit Loafers [Picture]. Retrieved by https://www.gucci.com/us/en/pr/women/womens-shoes/womens-moccasins-loafers/leather-horsebit-loafers-p-460118C9D001000 Kors, M. (2017). Jet Set Travel Saffiano Leather Small Tote [Picture]. Retrieved by https://www.michaelkors.com/product/jet-set-travel-saffiano-leather-small-tote/_/R-US_30H1GTVT1L?ecid=MKC_Google_USgclid=Cj0KEQjwk-jGBRCbxoPLld_bp-IBEiQAgJaftSIh-BKxs9noCY5-55lUAxyheRXGOyvVi9Y1tiDVVCoaArHL8P8HAQ Kors, M. (2017). Mercer Large Leather Satchel [Picture]. Retrieved by https://www.michaelkors.com/product/mercer-large-leather-satchel/_/R-US_30H6GM9S3L?ecid=MKC_Google_USgclid=Cj0KEQjwk-jGBRCbxoPLld_bp-IBEiQAgJaftdtKvzSB8yl8y5KQRn60S96H_Qei7qhgtxy0fLik6mMaAuSU8P8HAQ Kors, M. (2009). Michele Obama in MK Dress [Picture]. Retrieved by https://www.emaze.com/@AIRRCOWW/MICHAEL-KORS N. A. (2015) Michael Kors [Picture]. Retrieved by http://icecreamconvos.com/rumor-control-michael-kors-doesnt-like-black-people/ N. A. (2015) Guccio Gucci [Picture]. Retrieved by http://www.todayifoundout.com/index.php/2015/06/family-feud-the-guccis/ Naziera, S. (n.d.) MK Logo In Gold [Picture]. Retrieved by https://www.pinterest.com/pin/447123069226714946/ References Family Fued: The Guccis. (2015, June 15). Retrieved March 28, 2017, from Today I Found Out: http://www.todayifoundout.com/index.php/2015/06/family-feud-the-guccis/ Global Branding Gucci. (2013, August 01). Retrieved March 27, 2017, from LinkedIn Slideshare: http://www.slideshare.net/sujasrait/global-branding-gucci Gucci Guide Information. (n.d.). Retrieved March 27, 2017, from Gucci Guide Information: https://www.yoogiscloset.com/gucci/guide Gucci Guilty Advertising Marketing Campaign. (2015, April 29). Retrieved March 27, 2017, from LinkedIn Slideshare: https://www.slideshare.net/TomPheby/gucci-guilty-advertising-marketing-campaign History and Background of Gucci. (n.d.). Retrieved March 27, 2016, from Discount Perfume: http://www.fragrancex.com/products/_bid_gucci-am-cid_perfume-am-lid_g__brand_history.html Know Your Fashion Designers: 10 Facts About Michael Kors. (2011, April 21). Retrieved March 27, 2017, from College Fashion: http://www.collegefashion.net/news/know-your-fashion-designers-10-facts-about-michael-kors/ Marketing Plan of Gucci. (2016, March 18). Retrieved March 27, 2017, from Marketing Dawn: http://marketingdawn.com/marketing-plan-of-gucci/ Michael Kors. (2016, February 04). Retrieved March 27, 2017, from Biography.com: http://www.biography.com/people/michael-kors-594228#early-life Michael Kors Strategic Marketing Plan. (2014, March 06). Retrieved March 27, 2017, from LinkedIn Slideshare: https://www.slideshare.net/jplopan/michael-kors-strategic-marketing-plan Segmenting and Targeting Market. (1970, January 01). Retrieved March 27, 2017, from Michael Kors: http://desireeimichaelkors.blogspot.com/2013/05/ch-8-segmenting-and-targeting-markets.html Studenetske. (n.d.). Retrieved March 27, 2016, from http://www.studentske.sk/anglictina/History%20of%20Guccio%20Gucci.htm

Tour Operations Sector Of The Travel Industry

Tour Operations Sector Of The Travel Industry The aim of this assignment is to investigate the tour operations sector of the travel and tourism industry, including the different types of operator, their products and services, the scale of the sector and how it has been affected by trends and developments. Learners will explore the stages involved in developing a package holiday and develop skills associated with determining a selling price for a holiday and the distribution methods used by tour operators to sell holidays. The travel industry predicts a continuing move away from packages towards independent travel coupled with Britains slow exit from the recession; tour operator bookings show that the desire to take holidays in 2010 is stronger than ever, as compared to December 2008 to March 2009. (Aito 2010) The demand for cheap deals are no longer the driving factor in tour operator bookings, consumers are now more concerned about customer service, and this is jumping ahead of price. Spain remains Britains favourite holiday destination. It is familiar to many, and easy to reach from across the UK on no-frills airlines. The Canaries Island for example is a bright spot for tour operators with a lot of new-build accommodation over the past decade and more all-inclusive than in other areas. The big two are increasingly branding major resort hotels for particular client types. The Gran Melia Palacio de Isora in Tenerife will be part of Thomsons flagship Sensatori resorts brand from May, offering luxury f or adults with an emphasis on spa treatments. First Choice is adding a new Holiday Village in Lanzarote at the Flamingo Beach hotel, offering families all-inclusive holidays in apartment-style accommodation. Specification of Assessment This assignment is in two parts Task 1 Covers Learning Outcome 1 and Learning Outcome 4 (LO1 and LO4) Task 2 Covers Learning Outcome 2 and Learning Outcome 3 (LO2 and LO3) TASK 1 You are required to write a report on Tour Operations in the 21st Century showing how the Industry has developed, the size, scale and complexities of tour operations today and to examine the implications of current trends and decision making on the industry. Within this task you are expected to address LO1 and LO4. (P1, P2, P9 and P10) Please read requirements 1 and 4 for this task. TASK 2 Within the Tour Operating Industry, you are required to develop and distribute a tour operator package, explain the stages of the product development, draw up timescales, prepare a package costing, evaluate and recommend distribution. Within this task you are expected to address LO2 and LO3. ( P3, P4, P5, P6, P7 and P8) Please read requirements 2 and 3 for this task. Requirement 1 -Investigate the tour operations sector of the travel and tourism industry Describe the tour operations sector of the travel and tourism industry Pass P1 1.2 Explain the effects of current and recent trends and developments on the tour operations Sector of the travel and tourism industry Pass P2 Desmonstrate creative thinking for tour operations current, recent trends and future developments discussed in Q.1.2 Distinction D3 Requirement 2 Explore the stages involved in developing packages 2.1 Describe the stages and timescales involved in developing the holiday package Pass P3 2.2 Explain the suitability of different methods of contracting for different components of the Package holiday and different types of tour operator Pass P4 Determine a selling price for a package holiday from given information Pass P5 Identify and apply strategies in developing a package holiday to a particular destination as discussed in Q.3.1 Merit M1 Present and communicate appropriate findings as required in Question 3.3 Merit M3 Requirement 3 Review the role of Brochures Methods of Distribution used to sell Package Holidays Explain the planning decisions taken for a specified brochure Pass P6 Explain the suitability of alternatives to a traditional brochure for different types of tour operator Pass P7 3.3 Explain the suitability of different methods of distribution used to sell a holiday for different Types of tour operator Pass P8 Use critical reflection and Evaluate the different types of tour operations and different methods of Distribution used to sell holidays and justify conclusions as discussed in Question 4.3 Distinction D1 Requirement 4- Examine strategic and tactical decision making for tour operators 4.1 Explain the strategic decisions made by different types of tour operator Pass P9 4.2 Explain the tactical decisions that could be taken by a specified tour operator in different Situations Pass P10 Apply methods and techniques used by different types of tour operators to make strategic decisions discussed in Question 2.1. Merit M2 4.4 How to take responsibility for managing and organising activities to explicate the deliberate decision that could be taken by a specified tour operator in different situations discussed in Question 2.2 Distinction D2 Plagiarism and Collusion Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this context the definition and scope of plagiarism are presented below: Using the work of others without acknowledging source of information or inspiration. Even if the words are changed or sentences are put in different order, the result is still plagiarism. (Cortell 2003) Extension and Late Submission Collusion describes as the submission of work produced in collaboration for an assignment based on the assessment of individual work. When one person shares his/her work with others who submit part of all of it as their own work. If you need an extension for a valid reason, you must request one using a coursework extension request form available from the college. Please note that the lecturers do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick. Outcomes Assessment criteria for pass To achieve each outcome a learner must demonstrate the ability to: 1 Investigate the tour operations sector of the travel and tourism industry 1.1 Describe the tour operations sector of the travel and tourism industry 1.2 Explain the effects of current and recent trends and developments on the tour operations Sector of the travel and tourism industry 2 Explore the stages involved in developing packages 2.1 Describe the stages and timescales involved in developing the holiday package 2.2 Explain the suitability of different methods of contracting for different components of the Package holiday and different types of tour operator 2.3 Determine a selling price for a package holiday from given information 3 Review the role of brochures and methods of distribution used to sell package holidays 3.1 Explain the planning decisions taken for a specified brochure 3.2 Explain the planning decisions taken for a specified brochure 3.3 Explain the suitability of different methods of distribution used to sell a holiday for different Types of tour operator 4 Examine strategic and tactical decision making for tour operators 4.1 Explain the strategic decisions made by different types of tour operator 4.2 Explain the tactical decisions that could be taken by a specified tour operator in different situations Note: All outcomes must be met for a pass Merit Descriptor Distinction Descriptor M1: Identify and apply strategies to find appropriate solutions. D1: Use critical reflection to evaluate own work and justify valid conclusions. M2: Select/design and apply appropriate methods/ techniques. D2: Take responsibility for managing and organizing activities. M3: Present and communicate appropriate findings. D3: Demonstrate convergent/lateral/creative thinking. Achievement of a Pass grade A pass grade is achieved by meeting all the requirements defined in the assessment criteria for each individual unit. Achievement of a merit or distinction grade All the assessment criteria and merit grade descriptors need to be completed within a unit to achieve a merit grade. All the assessment criteria merit and distinction grade descriptors must be completed within a unit to achieve a distinction grade. Suggested Support Materials Books Holloway J C The Business of Tourism (Longman, 1999) Bull A The Economics of Travel and Tourism (Longman, 1998) Laws E Managing Packaged Tourism (International Thomson Business Press, 1997) Middleton, Victor T C and Clarke J Marketing in Travel and Tourism, Third edition (Butterworth-Heinemann, 2001) Yale P The Business of Tour Operations (Longman, 2000) Further reading ABTA/AITO Code of Conduct ABTA Handbook ABTA Information Bureau Holiday Statistics CAA document number 221, 384 International Passenger Survey Package Travel Regulations Travel Trade Gazette Travel Weekly Websites Websites www.abtanet.com Association of British Travel Agents www.aito.co.uk Association of Independent Tour Operators www.caa.co.uk Civil Aviation Authority www.firstchoiceplc.co.uk First Choice Holidays www.fto.co.uk Federation of Tour Operators www.mytravelgroup.com My Travel Group www.thomascook.com Thomas Cook www.tui.com TUI ASSESSMENT FEEDBACK SHEET GUILDHALL COLLEGE Programme: BTEC Higher National Diploma (HND) in Travel Tourism Management Unit Number and Title: Unit 15 Tour Operations Management Unit Level: H1 Assignment Ref Number: 15.1.1 Tour Operations Management Module Tutor: Margaret Amankwah Email: [emailprotected] Date Set: 22/March/2010 Learner Name: à ¢Ã¢â€š ¬Ã‚ ¦. Learner ID: Information/feedback on assessment and grading criteria Assessment Criteria (Pass-P) Achieved Evidence Feedback Remarks P1Describe the tour operations sector of the travel and tourism industry Yes/No P2 explain the effects of current and recent trends and developments on the tour operations sector of the travel and tourism industry Yes/No P3 Describe the stages and timescales involved in developing the holiday package Yes/No P4 explain the suitability of different methods of contracting for different components of the package holiday and different types of tour operator Yes/No P5 determine a selling price for a package holiday from given information Yes/No P6 explain the planning decisions taken for a specified brochure Yes/No P7 explain the suitability of alternatives to a traditional brochure for different types of tour operator Yes/No P8 Explain the suitability of different methods of distribution used to sell a holiday for different types of tour operator Yes/No P9 Explain the strategic decisions made by different types of tour operator Yes/No P10 explain the tactical decisions that could be taken by a specified tour operator in different situations Yes/No Grading criteria (Merit-M; Destination-D) Achieved Evidence Feedback Remarks M1 Identify and apply strategies to find appropriate solutions. Yes/No M2 Select/design and apply appropriate methods /techniques. Yes/No M3 Present and communicate appropriate findings Yes/No D1 Use critical reflection to evaluate own work and justify valid conclusions. Yes/No D2 Take responsibility for managing and organizing activities. Yes/No D3 Demonstrate convergent/lateral/creative thinking. Yes/No Assessors general comments: Assessors Signature à ¢Ã¢â€š ¬Ã‚ ¦Date à ¢Ã¢â€š ¬Ã‚ ¦. Print Name: à ¢Ã¢â€š ¬Ã‚ ¦..Resubmission Date.. Learners comments: Signature à ¢Ã¢â€š ¬Ã‚ ¦ Date à ¢Ã¢â€š ¬Ã‚ ¦ Print Name: à ¢Ã¢â€š ¬Ã‚ ¦ Feedback of this coursework will normally be given to students four weeks after the submission of an assignment.

Juliets Emotional Currency in William Shakespeares Romeo and Juliet :: Shakespeare, Romeo and Juliet

In an attempt to push away from medieval love conventions and her father's authority, Shakespeare's Juliet asserts sovereignty over her sexuality. She removes it from her father's domain and uses it to capture Romeo's love. Critic Mary Bly argues that sexual puns color Juliet's language. These innuendoes were common in Renaissance literature and would have been recognized by an Elizabethan audience. Arguably, Juliet uses sexual terms when speaking to Romeo in order to make him aware of her sexuality. When he comes to her balcony, she asks him, "What satisfaction canst thou have tonight?" (2.1.167). Bly asserts that "satisfaction in her hands, becomes a demure play on the sating of desire" (108). Following this pun, Juliet proposes marriage. She teases Romeo with sexual thoughts and then stipulates that marriage must precede the consummation of their love. Juliet uses "death" in a similar sense. She asks night to "Give me my Romeo, and when I shall die / Take him and cut h im out in little stars" (3.2.21-22). Death holds a double meaning in these lines. It connotes both "ceasing to be and erotic ecstasy" (Bly 98). Based upon this double meaning, one can infer that "she sweetly asks 'civil night' to teach her how to lose the game of love she is about to play for her virginity" (Wells 921). She tells her nurse, "I'll to my wedding bed, / And death, not Romeo, take my maidenhead!" (3.2.136-137). Placing death opposite Romeo highlights the irony of the situation; both death and Romeo should claim her maidenhead together. These sexual puns reveal Juliet's awareness of her sexuality. She entices Romeo, forcing her sexuality to act as emotional currency. After her marriage to Romeo, Juliet speaks about her virginity in objective terms: "O, I have bought the mansion of a love / But not possessed it, and though I am sold, / Not yet enjoyed" (3.2.26-28). In line 26, love is an object to be bought and sold. In the next line, she recognizes that she sold herself. Juliet understands that she sold her virginity for Romeo's love. Juliet rejects all previous standards for women. She will not be confined to a relationship with Romeo that adheres to the courtly love tradition.

Natural Science :: essays research papers

Ever since the first dinosaur fossil was unearthed by Robert Plot in 1676, dinosaur fever has infected almost everyone. Dinosaurs captivate us not only because of the enormous size that some of them attained, but because of their extraordinary diversity. Encompassing such astonishing creatures as the fearsome Tyrannosaurus rex, the majestic Triceratops and the cunning raptors, dinosaurs are truly fascinating. From such fascination many questions arise. How were the dinosaurs able to survive for such a long period of time? Why did they become so large? Just what was their everyday existence like? These questions have puzzled scientists for years. But by looking at fossils, paleontologists have been able to learn much about the dinosaurs. They can infer the appearance of these creatures in life-like detail as they existed millions of years ago. They can investigate their diet. And they can find out about the way dinosaurs interacted both among themselves and with their environment. Despite the frequent media attention given to discoveries of dinosaur bones, especially skulls, the truth is that such fossils are rare, much rarer than fossils of most plants and invertebrate animals. Thus, although bones are of great interest, if we had no other evidence, we would have a much less accurate picture of the dinosaurs than we in fact possess. How, then, has it been possible to learn so much about these terrible lizards when we have so few bones to study? The answer lies in trace fossils. As the name implies, a trace fossil is a "trace" of an ancient organism such as a footprints, a tooth or bite mark, or a coprolite. Footprints and tooth marks, yes, but coprolites? As any paleontologist will tell you, a coprolite is a piece of fossilized dung. Why would anyone study fossilized dung? Well, if you really want to know, you would do well to ask Karen Chin, visiting scientist with the U.S. Geological Survey, Menlo Park, CA, who is the world's foremost expert on dinosaur dung. Chin is considered a rising star of paleontology. At Montana State, she studied under the prominent and controversial John Horner. Now she is hitting the lecture circuit, explaining to enthused audiences around the nation the importance of dino dung. From the University of California, Santa Barbara, Ph.D. in hand, Chin took up the seemingly unusual notion of studying the fecal remains of Triceratops and other herbivorous dinosaurs. Soon, however, she was diverted by a project beyond her chosen area of study.

The Aging Workforce

When searching through the help wanted ads there seems to be thousand and thousands of available jobs; this number increases daily as companies have employees leave the organization. More and more employees are retiring or are nearing retirement age; once these employees leave so does all the years of experience acquired during their tenure with the company. This is going on in many industries and one industry that I am personally familiar with is corrections. The corrections industry has a vast number of older, seasoned employees retiring and with each year more are leaving the workforce. Added value of aging workforce when recruitingThe population is aging and as people get older more are leaving the workforce. As those known as baby boomers age and begin to leave the labor force their will be fewer workers available to fill those positions. The majority of specialized jobs, professionals such as educators and managers, and government workers are older workers. With the changing wo rk environment, such as the utilization of technology the HR recognizes the need of older workers in particular to acquire or refresh their skills. New technologies may intimidate older workers that are reluctant to learn the skill; which lack of the skill may limit advancement opportunities.However, more employees are working past the age of 65. This may be for several reasons. Some older people work longer because of a desire to feel â€Å"alive† and needed. Others work because of insufficient retirement plans or financial distress. Whatever the reason is there are many workers passed retirement age still active in the work force. At the state prison where I am employed the majority of managers and supervisory staff are over fifty. There was little room for advancement for new employees because the older workers were not retiring, but working after thirty even forty years of service. Challenges/Issues HR faces from aging workforceOne major issue that employers face with an aging workforce is retaining older employees. Compared with the past, older the number of older workers can be expected to grow disproportionately in the years to come. Organizations losing experienced employees that have skills and knowledge critical to the success of the organization make efforts to convince aging employees to remain with the organization, if only on a part-time basis. When an organization loses experienced workers the HR managers anticipate a loss of knowledge and talent and also offer benefits and flexible scheduling in order to retain employees.Currently, my organization is facing the exact dilemma. In the Records department there are ten employees, six which have been employed over twenty five years and are eligible to retire. Of these six eligible employees, there are four employees that are retiring this year; two of which are the office supervisors. Since HR has learned of their intention it has offered bonuses, salary increases, promotions, and flex schedu les to convince them to stay. None of them have taken the offers and did not consider the option. Another issue is numerous job vacancies in the near future.The recruitment process will be draining on resources such as time, staff, and compensation because of the dwindling pool of younger workers. Moreover, it may be difficult to find new workers with the appropriate skills required to perform job duties effectively. Another issue is health issues such as chronic conditions which may lead to excessive leave time taken by aging employees. However, the implementation of better wellness programs and similar initiatives offers possible ways of avoiding excessive time off for illness. Another issue with the aging workforce will be age discrimination.With older Americans still in the workforce, an increasing number of lawsuits regarding age can be anticipated in the future. â€Å"Thriving† employer brand An employer brand is the image of that an organization. It is a positive way t o promote the organization either among employees or stakeholders. It is that employer brand that attracts potential employees and stakeholders. It is what makes someone want to invest capital and be connected to the organization in some way. According to Minchington and Estis there are six steps to an employer brand.These six steps are determine how branding is viewed within the organization, define the employer brand and project scope, relation between HR, marketing, and communications, discovering the employer brand, CEO and senior management involvement, and communications planning (2009). In my organization the â€Å"thriving† brand is public safety, public service, social responsibility, and striving for excellence. The organization has received a lot of recognition for its efficiency and its stellar performance in keeping the community safe and giving back to the community.The name of the organization alone is a brand in itself and several of our compliance officers tr avel throughout the United States to assist other agencies with becoming a â€Å"thriving† brand as well. There are always new people looking to become employees or those that are writing stories or articles on the organization. Qualitative and quantitative data HR may gather to show value added by aging workforce Qualitative data is characterized attributes and characteristics; quantitative data is measured numerically.HR can use some quantitative data to measure employee productivity. Some of examples would be number of units produced, number of days missed, number of errors, and number of disciplinary action. This information can be tracked monthly, quarterly, or yearly. This can help HR determine if the employee is an average, poor, or great employee. Personally, I think this information can be leading because it does not take contributing factors into account such as illness. An employee could have had no absences for years and then may become ill and had to miss many da ys.If the data collected only shows attendance for the past month it looks as if the employee has poor attendance; which is not true but merely a recent and isolated incident (www. smallbusinesschron. com). Qualitative data is what is gathered through human observations. These observations can include observing workers work habits, attitude, behavior, or any factor that may affect his/her ability to perform their job effectively (www. smallbusinesschron. com). This is reliable information to a point because everyone works differently. What seems counterproductive to one may be effective for another.One also has to consider the observer may not be objective and may see things through tinted glasses. Using both methods can add value to an aging workforce but it can also devalue it as well. Conclusion The aging workforce is definitely a concern for HR because once these people leave the organization there will be many vacancies to fill and a small pool of qualified workers to fill thos e vacancies. Although workers are working longer the future of many organizations are definitely are in jeopardy. As the baby boomers retire and begin to enjoy their golden years there will be no one left in the workforce to replace them.

Data Mining and Data Warehouse Essay

ABSTRACT Data mining, the extraction of hidden predictive information from large databases, is a powerful new technology with great potential to help companies focus on the most important information in their data ware houses. Data mining tools predict future trends and behaviors, allowing businesses to make proactive, knowledge- driven decisions systems. Data warehouse is a computer system designed to give business decision-makers instant access to information. The warehouse copies its data from existing systems like order entry, general ledger, and human resources and stores it for use by executives rather than programmers. Data warehouse users use special software that enables them to create and access information when they need it, as opposed to a reporting schedule defined by the information systems (IS) department. This paper describes the meaning of data warehouse and data mining basic architecture of data warehousing and data mining, functions and working of data mining. It also prese nts data mining from data warehouse INTRODUCTION: Modern organizations are under enormous pressure with recent development of the technology. Clearly we need a rapid access to all kinds of information. To assist this we need to consider the past and to identify relevant trend analysis. So to perform any trend analysis we must have a database. In most organizations you will find really large databases in operation for normal daily transactions. These types of databases are known as operational databases; in most cases they have not been design to store historical data or to respond to queries but simply to support all the applications for day to day transactions. The second type of database found in organizations is the data warehouse. This is designed for strategic decision support and is largely built up from the databases that make up the operational database. The basic characteristic of a data warehouse is that it contains vast amount of data which can mean billions of records. Smaller, local data warehouse are called data marts. A data warehouse is designed especially for decision support queries; therefore only data that is needed for decision support is extracted from the operational data and stored in the data warehouse along with the time when it was retrieved from operational databases. DEFINITION DATA WAREHOUSING A data warehouse is a subject-oriented, integrated, time-variant and non-volatile collection of data in support of management’s decision making process. Subject-Oriented: A data warehouse can be used to analyze a particular subject area. For example, â€Å"sales† can be a particular subject. Integrated: A data warehouse integrates data from multiple data sources. For example, source A and source B may have different ways of identifying a product, but in a data warehouse, there will be only a single way of identifying a product. Time-Variant: Historical data is kept in a data warehouse. For example, one can retrieve data from 3 months, 6 months, 12 months, or even older data from a data warehouse. This contrasts with a transactions system, where often only the most recent data is kept. For example, a transaction system may hold the most recent address of a customer, where a data warehouse can hold all addresses associated with a customer. Non-volatile: Once data is in the data warehouse, it will not change. So, historical data in a data warehouse should never be altered. The following are the typical steps involved in the data warehousing project cycle. * Requirement Gathering * Physical Environment Setup * Data Modeling * ETL * OLAP Cube Design * Front End Development * Report Development * Performance Tuning * Query Optimization * Quality Assurance * Rolling out to Production * Production Maintenance * Incremental Enhancements Benefits of a data warehouse A data warehouse maintains a copy of information from the source transaction systems. This architectural complexity provides the opportunity to: * Maintain data history, even if the source transaction systems do not. * Integrate data from multiple source systems, enabling a central view across the enterprise. This benefit is always valuable, but particularly so when the organization has grown by merger. * Improve data quality, by providing consistent codes and descriptions, flagging or even fixing bad data. * Present the organization’s information consistently. * Provide a single common data model for all data of interest regardless of the data’s source. * Restructure the data so that it makes sense to the business users. * Restructure the data so that it delivers excellent query performance, even for complex analytic queries, without impacting the operational systems. * Add value to operational business applications, notably customer relationship management (CRM) systems. Data Mining (DM) Data mining, also known as â€Å"knowledge discovery,† refers to computer-assisted tools and techniques for sifting through and analyzing these vast data stores in order to find trends, patterns, and correlations that can guide decision making and increase understanding. Data mining covers a wide variety of uses, from analyzing customer purchases to discovering galaxies.In essence, data mining is the equivalent of finding gold nuggets in a mountain of data. The monumental task of finding hidden gold depends heavily upon the power of computers The purpose of DM is to analyze and understand past trends and predict future trends. By predicting future trends, business organizations can better position their products and services for financial gain. Nonprofit organizations have also achieved significant benefits from data mining, such as in the area of scientific progress. The concept of data mining is simple yet powerful. The simplicity of the concept is deceiving, however. Traditional methods of analyzing data, involving query-and-report approaches, cannot handle tasks of such magnitude and complexity. Data mining consists of five major elements: * Extract, transform, and load transaction data onto the data warehouse system. * Store and manage the data in a multidimensional database system. * Provide data access to business analysts and information technology professionals. * Analyze the data by application software. * Present the data in a useful format, such as a graph or table. Data mining services can be used for the following functions: * Research and surveys: Data mining can be used for product research, surveys, market research and analysis. Information can be gathered that is quite useful in driving new marketing campaigns and promotions. * Information collection: Through the web scraping process it is possible to collect information regarding investors, investments and funds by scraping through related websites and databases. * Customer opinions: Customer views and suggestions play an important role in the way a company operates. The information can be readily be found on forums, blogs and other resources where customers freely provide their views. * Data scanning: Data collected and stored will be not be important unless scanned. Scanning is important to identify patterns and similarities contained in the data. * Extraction of information: This is the processing of identifying the useful patterns in data that can be used in decision making process. This is so because decision making must be based on sound information and facts. * Pre-processing of data: Usually the data collected is stored in the data warehouse. This data needs to be pre-processed.by pre-processing it means some data that may be deemed unimportant may therefore re removed manually be data mining experts. * Web data: Web data usually poses many challenges in mining. This is so because of its nature. For instance, web data can be deemed as dynamic meaning it keeps changing from time to time. Therefore it means the process of data mining should be repeated in regular intervals. * Competitor analysis: There is a need to understand how your competitors are fairing on in the business market. You need to know both their weaknesses and strengths. Their methods of marketing and distribution can be mined. How they reduce their overall costs is also quite important. * Online research: The internet is highly regarded for its huge information. It is evident that it is the largest source of information. It is possible to gather a lot of information regarding different companies, customers and your business clients. It is possible to detect frauds through online means. * News: Nowadays with almost all major newspapers and news sources posting their news online it is possible to gather information regarding trends and other critical areas. In this way, it is possible to be in the better position of competing in the market. * Updating data: This is quite important. Data collected will be useless unless it is updated. This is to ensure that the information is relevant so as to make decisions from it. How does data mining work? While large-scale information technology has been evolving separate transaction and analytical systems, data mining provides the link between the two. Data mining software analyzes relationships and patterns in stored transaction data based on open-ended user queries. Several types of analytical software are available: statistical, machine learning, and neural networks. Generally, any of four types of relationships are sought: * Classes: Stored data is used to locate data in predetermined groups. For example, a restaurant chain could mine customer purchase data to determine when customers visit and what they typically order. This information could be used to increase traffic by having daily specials. * Clusters: Data items are grouped according to logical relationships or consumerpreferences. For example, data can be mined to identify market segments or consumer affinities. * Associations: Data can be mined to identify associations. The beer-diaper example is an example of associative mining. * Sequential patterns: Data is mined to anticipate behavior patterns and trends. For example, an outdoor equipment retailer could predict the likelihood of a backpack being purchased based on a consumer’s purchase of sleeping bags and hiking shoes. Industries/fields where data mining is currently applied are as follows: 1. Data Mining in the Banking Sector Worldwide, banking sector is ahead of many other industries in using mining techniques for their vast customer database. Although banks have employed statistical analysis tools with some success for several years, previously unseen patterns of customer behavior are now coming into clear focus with the aid of new data mining tools. These statistical tools and even the OLAP find out the answers, but more advanced data mining tools provide insight to the answer. Some of the applications of data mining in this industry are; (i)Predict customer reaction to the change of interest rates (ii)Identify customers who will be most receptive to new product offers (iii)Identify â€Å"loyal† customers (iv) Pin point which clients are at the highest risk for defaulting on a loan (v)Find out persons or groups who will opt for each type of loan in the following year (vi)Detect fraudulent activities in credit card transactions (vii)Predict clients who are likely to change their credit card affiliation in the next quarter (viii)Determine customer preference of the different modes of transaction namely through teller or through credit cards, etc. 2. Data Mining in the Insurance Sector Insurance companies can benefit from modern data mining methodologies, which help companies to reduce costs, increase profits, retain current customers, acquire new customers, and develop new products .This can be done through: (1)Evaluating the risk of the assets being insured taking into account the characteristics of the asset as well as the owner of the asset. (2)Formulating Statistical Modeling of Insurance Risks (3)Using the Joint Poisson/Log-Normal Model of mining to optimize insurance policies (4)And finally finding the actuarial Credibility of the risk groups among insurers 3. Data Mining in Telecommunication As on this date, every activity in telecommunication has used data mining technique. (1)Analysis of telecom service purchases (2)Prediction of telephone calling patterns (3)Management of resources and network traffic (4)Automation of network management and maintenance using artificial intelligence to diagnose and repair network transmission problems, etc 4. Data Mining in Fraud Detection Data dredging has found wide and useful application in various fraud detection processes like (1)Credit card fraud detection using a combined parallel approach (2)Fraud detection in the voters list using neural networks in combination with symbolic and analog data mining. (3)Fraud detection in passport applications by designing a specific online learning diagnostic system. (4)Rule and analog based detection of false medical claims and so on. An Architecture for Data Mining To best apply these advanced techniques, they must be fully integrated with a data warehouse as well as flexible interactive business analysis tools. Many data mining tools currently operate outside of the warehouse, requiring extra steps for extracting, importing, and analyzing the data. Furthermore, when new insights require operational implementation, integration with the warehouse simplifies the application of results from data mining. The resulting analytic data warehouse can be applied to improve business processes throughout the organization, in areas such as promotional campaign management, fraud detection, new product rollout, and so on. Figure 1 illustrates an architecture for advanced analysis in a large data warehouse. Figure 2 – Integrated Data Mining Architecture FROM DATA WAREHOUSE TO DATA MINING DM is a set of methods for data analysis, created with the aim to find out specific dependence, relations and rules related to data and making them out in the new, higher-level quality information. As distinguished from the data warehouse, which has unique data approach, DM gives results that show relations and interdependence of data. Mentioned dependences are mostly based on various mathematical and statistic relations . Figure 3: Process of knowledge data discovery EMERGING TRENDS IN DATA MINING Web mining – is the application of data mining techniques to discover patterns from the Web. According to analysis targets, web mining can be divided into three different types, which are Web usage mining, Web content mining and Web structure mining. | Web usage mining Web usage mining is the process of extracting useful information from server logs i.e. users history. Web usage mining is the process of finding out what users are looking for on Internet. Some users might be looking at only textual data, whereas some others might be interested in multimedia data. Web structure mining Web structure mining is the process of using graph theory to analyze the node and connection structure of a web site. According to the type of web structural data, web structure mining can be divided into two kinds: 1. Extracting patterns from hyperlinks in the web: a hyperlink is a structural component that connects the web page to a different location. 2. Mining the document structure: analysis of the tree-like structure of page structures to describe HTML or XML tag usage. Web content mining Web content mining is the mining, extraction and integration of useful data, information and knowledge from Web page contents. Data Stream Mining is the process of extracting knowledge structures from continuous, rapid data records. A data stream is an ordered sequence of instances that in many applications of data stream mining can be read only once or a small number of times using limited computing and storage capabilities. Examples of data streams include computer network traffic, phone conversations, ATM transactions, web searches, and sensor data.