Customer Value Propositions in Business Markets

Customer Value Propositions in Business Markets by JAMES C. ANDERSON, JAMES A. NARUS, AND WOUTER VAN ROSSUM Under pressure to keep costs down, customers may only look at price and not listen to your sales pitch. Help them understand – and believe in – the superior value of your offerings. â€Å"CUSTOMER VALUE PROPOSITION† has become one of the most widely used terms in business markets in recent years. Yet our management-practice research reveals that there is no agreement as to what constitutes a customer value proposition – or what makes one persuasive. Moreover, we ? d that most value propositions make claims of savings and bene? ts to the customer without backing them up. An offering may actually provide superior value – but if the supplier doesn’t demonstrate and document that claim, a customer manager will likely dismiss it as marketing puffery. Customer managers, increasingly held accountable for reducing costs, don’t have the l uxury of simply believing suppliers’ assertions. PETER HOEY march 2006 91 C u s t o m e r Va l u e P ro p o s i t i o n s i n B u s i n e s s M a r ke t s Take the case of a company that makes integrated circuits (ICs).It hoped to supply 5 million units to an electronic device manufacturer for its next-generation product. In the course of negotiations, the supplier’s salesperson learned that he was competing against a company whose price was 10 cents lower per unit. The customer asked each salesperson why his company’s offering was superior. This salesperson based his value proposition on the service that he, personally, would provide. Unbeknownst to the salesperson, the customer had built a customer value model, which found that the company’s offering, though 10 cents higher in price per IC, was actually worth 15. cents more. The electronics engineer who was leading the development project had recommended that the purchasing manager buy those ICs, even a t the higher price. The service was, indeed, worth something in the model–but just 0. 2 cents! Unfortunately, the salesperson had overlooked the two elements of his company’s IC offering that were most valuable to the customer, evidently unaware how much they were worth to that customer and, objectively, how superior they made his company’s offering to that of the competitor. Not surprisingly,We conducted management-practice research over the past two years in Europe and the United States to understand what constitutes a customer value proposition and what makes one persuasive to customers. One striking discovery is that it is exceptionally dif? cult to ? nd examples of value propositions that resonate with customers. Here, drawing on the best practices of a handful of suppliers in business markets, we present a systematic approach for developing value propositions that are meaningful to target customers and that focus suppliers’ efforts on creating super ior value.Three Kinds of Value Propositions We have classi? ed the ways that suppliers use the term â€Å"value proposition†into three types: all bene? ts, favorable points of difference, and resonating focus. (See the exhibit â€Å"Which Alternative Conveys Value to Customers? †) All bene? ts. Our research indicates that most managers, when asked to construct a customer value proposition, simply list all the bene? ts they believe that their Customer managers, increasingly held accountable for reducing costs, don’t have the luxury of simply believing suppliers’ assertions. hen push came to shove, perhaps suspecting that his service was not worth the difference in price, the salesperson offered a 10-cent price concession to win the business – consequently leaving at least a half million dollars on the table. Some managers view the customer value proposition as a form of spin their marketing departments develop for advertising and promotional copy. T his shortsighted view neglects the very real contribution of value propositions to superior business performance. Properly constructed, they force companies to rigorously focus on what their offerings are really worth to their customers.Once companies become disciplined about understanding customers, they can make smarter choices about where to allocate scarce company resources in developing new offerings. offering might deliver to target customers. The more they can think of, the better. This approach requires the least knowledge about customers and competitors and, thus, the least amount of work to construct. However, its relative simplicity has a major potential drawback: bene? t assertion. Managers may claim advantages for features that actually provide no bene? to target customers. Such was the case with a company that sold highperformance gas chromatographs to R&D laboratories in large companies, universities, and government agencies in the Benelux countries. One feature of a particular chromatograph allowed R&D lab customers to maintain a high degree of sample integrity. Seeking growth, the company began to market the most basic model of this chromatograph to a new segment: commercial laboratories. In initial meetings with prospective customers, the ? rm’s James C. Anderson is the William L.Ford Distinguished Professor of Marketing and Wholesale Distribution at Northwestern’s Kellogg School of Management in Evanston, Illinois; the Irwin Gross Distinguished ISBM Research Fellow at the Institute for the Study of Business Markets in University Park, Pennsylvania; and a visiting research professor at the School of Business, Public Administration, and Technology at the University of Twente, the Netherlands. James A. Narus is a professor of business marketing at the Babcock Graduate School of Management at Wake Forest University in Charlotte, North Carolina.Wouter van Rossum is a professor of commercial and strategic management at the School of Business, Public Administration, and Technology at the University of Twente. 92 harvard business review C u s t o m e r Va l u e P ro p o s i t i o n s i n B u s i n e s s M a r ke t s Which Alternative Conveys Value to Customers? Suppliers use the term â€Å"value proposition† three different ways. Most managers simply list all the bene? ts they believe that their offering might deliver to target customers. The more they can think of, the better.Some managers do recognize that the customer has an alternative, but they often make the mistake of assuming that favorable points of difference must be valuable for the customer. Best-practice suppliers base their value proposition on the few elements that matter most to target customers, demonstrate the value of this superior performance, and communicate it in a way that conveys a sophisticated understanding of the customer’s business priorities. VALUE PROPOSITION: ALL BENEFITS FAVORABLE POINTS OF DIFFERENCE All favorable po ints of difference a market offering has relative to the next best alternativeRESONATING FOCUS Consists of: All bene? ts customers receive from a market offering The one or two points of difference (and, perhaps, a point of parity) whose improvement will deliver the greatest value to the customer for the foreseeable future Answers the customer question: â€Å"Why should our ? rm purchase your offering? † â€Å"Why should our ? rm purchase your offering instead of your competitor’s? † â€Å"What is most worthwhile for our ? rm to keep in mind about your offering? † Requires: Knowledge of own market offering Knowledge of own market offering and next best alternativeKnowledge of how own market offering delivers superior value to customers, compared with next best alternative Has the potential pitfall: Bene? t assertion Value presumption Requires customer value research salespeople touted the bene? ts of maintaining sample integrity. Their prospects scoffed a t this bene? t assertion, stating that they routinely tested soil and water samples, for which maintaining sample integrity was not a concern. The supplier was taken aback and forced to rethink its value proposition. Another pitfall of the all bene? ts value proposition is that many, even most, of the bene? s may be points of parity with those of the next best alternative, diluting the effect of the few genuine points of difference. Managers need to clearly identify in their customer value propositions which elements are points of parity and which are points of difference. (See the exhibit â€Å"The Building Blocks of a Successful Customer Value Proposition. †) For example, an international engineering consultancy was march 2006 bidding for a light-rail project. The last chart of the company’s presentation listed ten reasons why the municipality should award the roject to the ? rm. But the chart had little persuasive power because the other two ? nalists could make mos t of the same claims. Put yourself, for a moment, in the place of the prospective client. Suppose each ? rm, at the end of its presentation, gives ten reasons why you ought to award it the project, and the lists from all the ? rms are almost the same. If each ? rm is saying essentially the same thing, how do you make a choice? You ask each of the ? rms to give a ? nal, best price, and then you award the project to the ? rm that gives the largest price concession.Any distinctions that do exist have been overshadowed by the ? rms’ greater sameness. 93 C u s t o m e r Va l u e P ro p o s i t i o n s i n B u s i n e s s M a r ke t s Favorable points of difference. The second type of value proposition explicitly recognizes that the customer has an alternative. The recent experience of a leading industrial gas supplier illustrates this perspective. A customer sent the company a request for proposal stating that the two or three suppliers that could demonstrate the most persuasive v alue propositions would be invited to visit the customer to discuss and re? e their proposals. After this meeting, the customer would select a sole supplier for this business. As this example shows, â€Å"Why should our ? rm purchase your offering instead of your competitor’s? † is a more pertinent question than â€Å"Why should our ? rm purchase your offering? † The ? rst question focuses suppliers on differentiating their offerings from the next best alternative, a process that requires detailed knowledge of that alternative, whether it be buying a competitor’s offering or solving the customer’s problem in a different way.Knowing that an element of an offering is a point of difference relative to the next best alternative does not, however, convey the value of this difference to target customers. Furthermore, a product or service may have several points of difference, complicating the supplier’s understanding of which ones deliver the grea test value. Without a detailed understanding of the customer’s requirements and preferences, and what it is worth to ful? ll them, suppliers may stress points of difference that deliver relatively little value to the target customer. Each of these can lead to the pitfall of value presumption: assuming that favorable points f difference must be valuable for the customer. Our opening anecdote about the IC supplier that unnecessarily discounted its price exempli? es this pitfall. Resonating focus. Although the favorable points of difference value proposition is preferable to an all bene? ts proposition for companies crafting a consumer value proposition, the resonating focus value proposition should be the gold standard. This approach acknowledges that the managers who make purchase decisions have major, ever-increasing levels of responsibility and often are pressed for time.They want to do business with suppliers that fully grasp critical issues in their business and deliver a customer value proposition that’s simple yet powerfully captivating. Suppliers can provide such a customer value proposition by making their offerings superior on the few elements that matter most to target customers, demonstrating and documenting the value of this superior performance, and communicating it in a way that conveys a sophisticated understanding of the customer’s business priorities. This type of proposition differs from favorable points of difference in two signi? cant respects.First, more is not better. Although a supplier’s offering may possess several favorable points of difference, the resonating focus proposition steadfastly concentrates on the one or two points 94 of difference that deliver, and whose improvement will continue to deliver, the greatest value to target customers. To better leverage limited resources, a supplier might even cede to the next best alternative the favorable points of difference that customers value least, so that th e supplier can concentrate its resources on improving the one or two points of difference customers value most.Second, the resonating focus proposition may contain a point of parity. This occurs either when the point of parity is required for target customers even to consider the supplier’s offering or when a supplier wants to counter customers’ mistaken perceptions that a particular value element is a point of difference in favor of a competitor’s offering. This latter case arises when customers believe that the competitor’s offering is superior but the supplier believes its offerings are comparable–customer value research provides empirical support for the supplier’s assertion.To give practical meaning to resonating focus, consider the following example. Sonoco, a global packaging supplier headquartered in Hartsville, South Carolina, approached a large European customer, a maker of consumer packaged goods, about redesigning the packaging T he Building Blocks of a Successful Customer Value Proposition A supplier’s offering may have many technical, economic, service, or social bene? ts that deliver value to customers – but in all probability, so do competitors’ offerings. Thus, the essential question is, â€Å"How do these value elements compare with those of the next best alternative? We’ve found that it’s useful to sort value elements into three types. Points of parity are elements with essentially the same performance or functionality as those of the next best alternative. Points of difference are elements that make the supplier’s offering either superior or inferior to the next best alternative. Points of contention are elements about which the supplier and its customers disagree regarding how their performance or functionality compares with those of the next best alternative.Either the supplier regards a value element as a point of difference in its favor, while the custom er regards that element as a point of parity with the next best alternative, or the supplier regards a value element as a point of parity, while the customer regards it as a point of difference in favor of the next best alternative. harvard business review C u s t o m e r Va l u e P ro p o s i t i o n s i n B u s i n e s s M a r ke t s for one of its product lines. Sonoco believed that the customer would pro? from updated packaging, and, by proposing the initiative itself, Sonoco reinforced its reputation as an innovator. Although the redesigned packaging provided six favorable points of difference relative to the next best alternative, Sonoco chose to emphasize one point of parity and two points of difference in what it called its distinctive value proposition (DVP). The value proposition was that the redesigned packaging would deliver signi? cantly greater manufacturing ef? ciency in the customer’s ? l lines, through higher-speed closing, and provide a distinctive look that consumers would ? nd more appealing – all for the same price as the present packaging. Sonoco chose to include a point of parity in its value proposition because, in this case, the customer would not even consider a packaging redesign if the price went up. The ? rst point of difference in the value proposition (increased ef? ciency) delivered cost savings to the customer, allowing it to move from a seven-day, three-shift production schedule during peak times to a ? e-day, two-shift operation. The second point of difference delivered an advantage at the consumer level, helping the customer to grow its revenues and pro? ts incrementally. In persuading the customer to change to the redesigned packaging, Sonoco did not neglect to mention the other favorable points of difference. Rather, it chose to place much greater emphasis on the two points of difference and the one point of parity that mattered most to the customer, thereby delivering a value proposition with resonating focu s.Stressing as a point of parity what customers may mistakenly presume to be a point of difference favoring a competitor’s offering can be one of the most important parts of constructing an effective value proposition. Take the case of Intergraph, an Alabama-based provider of engineering software to engineering, procurement, and construction ? rms. One software product that Intergraph offers, SmartPlant P&ID, enables customers to de? ne ? ow processes for valves, pumps, and piping within plants they are designing and generate piping and instrumentation diagrams (P&ID).Some prospective customers wrongly presume that SmartPlant’s drafting performance would not be as good as that of the next best alternative, because the alternative is built on computer-aided design (CAD), a better-known drafting tool than the relational database platform on which SmartPlant is built. So Intergraph tackled the perception head on, gathering data from reference customers to substantiate tha t this point of contention was actually a point of parity. march 2006 Here’s how the company played it.Intergraph’s resonating focus value proposition for this software consisted of one point of parity (which the customer initially thought was a point of contention), followed by three points of difference: Point of parity: Using this software, customers can create P&ID graphics (either drawings or reports) as fast, if not faster, as they can using CAD, the next best alternative. Point of difference: This software checks all of the customer’s upstream and downstream data related to plant assets and procedures, using universally accepted engineering practices, company-speci? c rules, and project- or process-speci? rules at each stage of the design process, so that the customer avoids costly mistakes such as missing design change interdependencies or, worse, ordering the wrong equipment. Point of difference: This software is integrated with upstream and downstream tasks, such as process simulation and instrumentation design, thus requiring no reentry of data (and reducing the margin for error). Point of difference: With this software, the customer is able to link remote of? ces to execute the project and then merge the pieces into a single deliverable database to hand to its customer, the facility owner.Resonating focus value propositions are very effective, but they’re not easy to craft: Suppliers must undertake 95 C u s t o m e r Va l u e P ro p o s i t i o n s i n B u s i n e s s M a r ke t s customer value research to gain the insights to construct them. Despite all of the talk about customer value, few suppliers have actually done customer value research, which requires time, effort, persistence, and some creativity. But as the best practices we studied highlight, thinking through a resonating focus value proposition disciplines a company to research its customers’ businesses enough to help solve their problems.As the exper ience of a leading resins supplier amply illustrates, doing customer value research pays off. (See the sidebar â€Å"Case in Point: Transforming a Weak Value Proposition. †) savings from reduced power usage that a customer would gain by using a Rockwell Automation motor solution instead of a competitor’s comparable offering: Power Reduction = [kW spent number of operating hours per Cost Savings year $ per kW hour number of years system solution in operation] Competitor Solution ? [kW spent number of operating hours per year $ per kW hour number of years system solution in operation] Rockwell Automation SolutionSubstantiate Customer Value Propositions In a series of business roundtable discussions we conducted in Europe and the United States, customer managers reported that â€Å"We can save you money! † has become almost a generic value proposition from prospective suppliers. But, as one participant in Rotterdam wryly observed, most of the suppliers were telling â€Å"fairy tales. † After he heard a pitch from a prospective supplier, he would follow up with a series of questions to determine whether the supplier had the people, processes, tools, and experience to actually save his ? m money. As often as not, they could not really back up the claims. Simply put, to make customer value propositions persuasive, suppliers must be able to demonstrate and document them. Value word equations enable a supplier to show points of difference and points of contention relative to the next best alternative, so that customer managers can easily grasp them and ? nd them persuasive. A value word This value word equation uses industry-speci? c terminology that suppliers and customers in business markets rely on to communicate precisely and ef? iently about functionality and performance. Demonstrate Customer Value in Advance Prospective customers must see convincingly the cost savings or added value they can expect from using the supplier’s off ering instead of the next best alternative. Best-practice suppliers, such as Rockwell Automation and precision-engineering and manufacturing ? rm Nijdra Groep in the Netherlands, use value case histories to demonstrate this. Value case histories document the cost savings or added value that reference customers have actually received from their use of the supplier’s market offering.Another way that best-practice ? rms, such as Pennsylvania-based GE Infrastructure Water & Process Technologies (GEIW&PT) and SKF USA, show the value of their offerings to prospective customers in advance is Some best-practice suppliers are even willing to guarantee a certain amount of savings before a customer signs on. equation expresses in words and simple mathematical operators (for example, + and ? ) how to assess the differences in functionality or performance between a supplier’s offering and the next best alternative and how to convert those differences into dollars.Best-practice ? rm s like Intergraph and, in Milwaukee, Rockwell Automation use value word equations to make it clear to customers how their offerings will lower costs or add value relative to the next best alternatives. The data needed to provide the value estimates are most often collected from the customer’s business operations by supplier and customer managers working together, but, at times, data may come from outside sources, such as industry association studies.Consider a value word equation that Rockwell Automation used to calculate the cost 96 through value calculators. These customer value assessment tools typically are spreadsheet software applications that salespeople or value specialists use on laptops as part of a consultative selling approach to demonstrate the value that customers likely would receive from the suppliers’ offerings. When necessary, best-practice suppliers go to extraordinary lengths to demonstrate the value of their offerings relative to the next best alte rnatives.The polymer chemicals unit of Akzo Nobel in Chicago recently conducted an on-site two-week pilot on a production reactor at a prospective customer’s facility to gather data ? rsthand on the performance of its high-purity metal organics offering relative to the next best alternative in producing compound semiconductor wafers. Akzo Nobel paid this harvard business review C u s t o m e r Va l u e P ro p o s i t i o n s i n B u s i n e s s M a r ke t s prospective customer for these two weeks, in which each day was a trial because of daily considerations such as output and maintenance.Akzo Nobel now has data from an actual production machine to substantiate assertions about its product and anticipated cost savings, and evidence that the compound semiconductor wafers produced are as good as or better than those the customer currently grows using the next best alternative. To let its prospective clients’ customers verify this for themselves, Akzo Nobel brought them sample wafers it had produced for testing. Akzo Nobel combines this point of parity with two points of difference: signi? cantly lower energy costs for conversion and signi? antly lower maintenance costs. Document Customer Value Demonstrating superior value is necessary, but this is no longer enough for a ? rm to be considered a best-practice company. Suppliers also must document the cost savings and incremental pro? ts (from additional revenue gener- ated) their offerings deliver to the companies that have purchased them. Thus, suppliers work with their customers to de? ne how cost savings or incremental pro? ts will be tracked and then, after a suitable period of time, work with customer managers to document the results.They use value documenters to further re? ne their customer value models, create value case histories, enable customer managers to get credit for the cost savings and incremental pro? ts produced, and (because customer managers know that the supplier is willing to return later to document the value received) enhance the credibility of the offering’s value. A pioneer in substantiating value propositions over the past decade, GEIW&PT documents the results provided to customers through its value generation planning (VGP) process and tools, which enable its ? ld personnel to understand customers’ businesses and to plan, execute, and document projects that have the highest value impact for its customers. An online tracking tool allows GEIW&PT and customer managers to easily monitor the Case in Point: Transforming a Weak Value Proposition A leading supplier of specialty resins used in architectural coatings – such as paint for buildings – recognized that its customers were coming under pressure to comply with increasingly strict environmental regulations. At the same time, the supplier reasoned, no coating manufacturer would want to sacri? e performance. So the resins supplier developed a new type of highperformance resi ns that would enable its customers to comply with stricter environmental standards – albeit at a higher price but with no reduction in performance. In its initial discussions with customers who were using the product on a trial basis, the resins supplier was surprised by the tepid reaction it received, particularly from commercial managers. They were not enthusiastic about the sales prospects for higher-priced coatings with commercial painting contractors, the primary target market.They would not, they said, move to the new resin until regulation mandated it. Taken aback, the resins supplier decided to conduct customer value research to better understand the requirements and preferences of its customers’ customers and how the performance of the new resin would affect their total cost of doing business. The resins supplier went so far as to study the requirements and preferences of the commercial painting contractors’ customers – building owners. The suppl ier conducted a series of focus groups and ? eld tests with painting contractors to gather data.The performance on primary customer requirements – such as coverage, dry time, and durability – was studied, and customers were asked to make performance trade-offs and indicate their willingness to pay for coatings that delivered enhanced performance. The resins supplier also joined a commercial painting contractor industry association, enrolled managers in courses on how contractors are taught to estimate jobs, and trained the staff to work with the job-estimation software used by painting contractors. Several insights emerged from this customer value research.Most notable was the realization that only 15% of a painting contractor’s costs are the coatings; labor is by far the largest cost component. If a coating could provide greater productivity – for example, a faster drying time that allowed two coats to be applied during a single eight-hour shift – contractors would likely accept a higher price. The resins supplier retooled its value proposition from a single dimension, environmental regulation compliance, to a resonating focus value proposition where environmental compliance played a signi? cant but minor part.The new value proposition was â€Å"The new resin enables coatings producers to make architectural coatings with higher ? lm build and gives the painting contractors the ability to put on two coats within a single shift, thus increasing painter productivity while also being environmentally compliant. † Coatings customers enthusiastically accepted this value proposition, and the resins supplier was able to get a 40% price premium for its new offering over the traditional resin product. march 2006 97 C u s t o m e r Va l u e P ro p o s i t i o n s i n B u s i n e s s M a r ke t s xecution and documented results of each project the company undertakes. Since it began using VGP in 1992, GEIW&PT has documented more th an 1,000 case histories, accounting for $1. 3 billion in customer cost savings, 24 billion gallons of water conserved, 5. 5 million tons of waste eliminated, and 4. 8 million tons of air emissions removed. As suppliers gain experience documenting the value provided to customers, they become knowledgeable about how their offerings deliver superior value to customers and even how the value delivered varies across ation can submit NPI requests whenever they have an inventive idea for a customer solution that they believe would have a large value impact but that GEIW&PT presently does not offer. Industry marketing managers, who have extensive industry expertise, then perform scoping studies to understand the potential of the proposed products to deliver signi? cant value to segment customers. They create business cases for the proposed product, which are â€Å"racked and stacked† for review. The senior management team of GEIW&PT sort through aBest-practice suppliers make sure the ir people know how to identify what the next value propositions ought to be. kinds of customers. Because of this extensive and detailed knowledge, they become con? dent in predicting the cost savings and added value that prospective customers likely will receive. Some best-practice suppliers are even willing to guarantee a certain amount of savings before a customer signs on. A global automotive engine manufacturer turned to Quaker Chemical, a Pennsylvania-based specialty chemical and management services ? m, for help in signi? cantly reducing its operating costs. Quaker’s team of chemical, mechanical, and environmental engineers, which has been meticulously documenting cost savings to customers for years, identi? ed potential savings for this customer through process and productivity improvements. Then Quaker implemented its proposed solution – with a guarantee that savings would be ? ve times more than what the engine manufacturer spent annually just to purchase cool ant. In real numbers, that meant savings of $1. 4 million a year.What customer wouldn’t ? nd such a guarantee persuasive? large number of potential initiatives competing for limited resources. The team approved Panichella’s initiative, which led to the development of a new offering that provided re? nery customers with documented cost savings amounting to ? ve to ten times the price they paid for the offering, thus realizing a compelling value proposition. Sonoco, at the corporate level, has made customer value propositions fundamental to its business strategy. Since 2003, its CEO, Harris DeLoach, Jr. and the executive committee have set an ambitious growth goal for the ? rm: sustainable, double-digit, pro? table growth every year. They believe that distinctive value propositions are crucial to support the growth initiative. At Sonoco, each value proposition must be: †¢ Distinctive. It must be superior to those of Sonoco’s competition. †¢ Measurable. A ll value propositions should be based on tangible points of difference that can be quanti? ed in monetary terms. †¢ Sustainable. Sonoco must be able to execute this value proposition for a signi? ant period of time. Unit managers know how critical DVPs are to business unit performance because they are one of the ten key metrics on the managers’ performance scorecard. In senior management reviews, each unit manager presents proposed value propositions for each target market segment or key customer, or both. The managers then receive summary feedback on the value proposition metric (as well as on each of the nine other performance metrics) in terms of whether their proposals can lead to pro? table growth.In addition, Sonoco senior management tracks the relationship between business unit value propositions and business unit performance – and, year after year, has concluded that the emphasis on DVPs has made a signi? cant contribution toward sustainable, double-digit, profitable growth. harvard business review Superior Business Performance We contend that customer value propositions, properly constructed and delivered, make a signi? cant contribution to business strategy and performance. GE Infrastructure Water & Process Technologies’ recent development of a new service offering to re? ery customers illustrates how general manager John Panichella allocates limited resources to initiatives that will generate the greatest incremental value for his company and its customers. For example, a few years ago, a ? eld rep had a creative idea for a new product, based on his comprehensive understanding of re? nery processes and how re? neries make money. The ? eld rep submitted a new product introduction (NPI) request to the hydrocarbon industry marketing manager for further study. Field reps or anyone else in the organi98 C u s t o m e r Va l u e P ro p o s i t i o n s i n B u s i n e s s M a r ke t sBest-practice suppliers recognize that construct ing and substantiating resonating focus value propositions is not a onetime undertaking, so they make sure their people know how to identify what the next value propositions ought to be. Quaker Chemical, for example, conducts a value-proposition training program each year for its chemical program managers, who work on-site with customers and have responsibility for formulating and executing customer value propositions. These managers ? rst review case studies from a variety of industries Quaker serves, where their peers have executed savings projects and quanti? d the monetary savings produced. Competing in teams, the managers then participate in a simulation where they interview â€Å"customer managers† to gather information needed to devise a proposal for a customer value proposition. The team that is judged to have the best proposal earns â€Å"bragging rights,† which are highly valued in Quaker’s competitive culture. The training program, Quaker believes, he lps sharpen the skills of chemical program managers to identify savings projects when they return to the customers they are serving. As the ? al part of the training program, Quaker stages an annual real-world contest where the chemical program managers have 90 days to submit a proposal for a savings project that they plan to present to their customers. The director of chemical management judges these proposals and provides feedback. If he deems a proposed project to be viable, he awards the manager with a gift certi? cate. Implementing these projects goes toward ful? lling Quaker’s guaranteed annual savings commitments of, on average, $5 million to $6 million a year per customer.Each of these businesses has made customer value propositions a fundamental part of its business strategy. Drawing on best practices, we have presented an approach to customer value propositions that businesses can implement to communicate, with resonating focus, the superior value their offerings pr ovide to target market segments and customers. Customer value propositions can be a guiding beacon as well as the cornerstone for superior business performance. Thus, it is the responsibility of senior management and general management, not just marketing management, to ensure that their customer value propositions are just that.Reprint R0603F; HBR OnPoint 3544 To order, see page 151. P VEY . C. â€Å"What we need are some fresh new ideas. You know, like we had last year. † march 2006 99 Harvard Business Review Notice of Use Restrictions, May 2009 Harvard Business Review and Harvard Business Publishing Newsletter content on EBSCOhost is licensed for the private individual use of authorized EBSCOhost users. It is not intended for use as assigned course material in academic institutions nor as corporate learning or training materials in businesses.Academic licensees may not use this content in electronic reserves, electronic course packs, persistent linking from syllabi or by a ny other means of incorporating the content into course resources. Business licensees may not host this content on learning management systems or use persistent linking or other means to incorporate the content into learning management systems. Harvard Business Publishing will be pleased to grant permission to make this content available through such means. For rates and permission, contact [email  protected] org.

Dirty Pictures (Film Analysis)

The film Dirty Pictures released on year 2000 is loosely based on the story of Robert Mapplethorpe and his photography in late 1980's. Most photos of the late photographer Robert Mapplethorpe is actually uncontroversial however few of them– some sadomasochistic in nature– seem to offend. The inclusion of these provocative and seemingly offensive pictures in art exhibit has been highly criticized by the authority and feasted by the local media.Bennis Barrie, the curator of the Cincinnati Arts Center is inevitably accused of promoting pornography as he displays Mapplethorpe's naked images and graphic displays of homosexual offensive activities in Cincinatti art museum. Barrie initially knows that some of Mapplethorpe's photography may receive negative criticisms because of its provocative depictions of humans' mutual sensuality however as a curator he recognized that art encompasses a diverse range of human activities, creations and emotions. He believes that an artist de serves a freedom of expression.However Mapplethorpe photographs became the center of controversy when these were exhibited at the Cincinnati Contemporary Arts. Dennis Barrie who is the Museum director was being accused and condemned by the right wing conservatives. The rest of the film revolves in public debate towards how freedom of expression should be applied. The character of Barrie in the initial part of the movie is being portrayed as a modest and ordinary man who have a simple lifestyle. However after the exhibit, he was suddenly thrown into extraordinary circumstances as he deals with the enormous pressures of ugly public debate.He faced personal intimidation since his reputation and career were at stake. Furthermore, the issue pressed against him affected the emotional aspects of his family. The film effectively illustrates the emotions of a couple struggling to decide and do the right thing while dealing with the political pressures brought by the issue of displayed sensua l photographs. Though Barrie comes off as a man sophisticated and knowledgeable about contemporary arts but he is a little bit innocent about his stand since he was faced with unreasonable political pressures.The involvement of big conservative figures made this issue highly politicized. As a result, the jury who are also heroes of this story, experienced personal pressures of their own. At the end however they manage to navigate their way to the right decision after Barrie made a profound kind of speech about freedom of expression. Even if Barrie was being acquitted in the film, the local conservative group believes that this trial would have a chilling effect on future art exhibitions.Since freedom of expression has been positively justified in the film, there is a great possibility that curators and artists will always make an excuse to not restrict them in any kinds of mode of expression since this is after all their right. However, the conservatives subtly stand that the author ity should give restrictions especially in displaying sexually explicit photos to avoid public intimidation. The film inevitably shows Mapplethorpe controversial photos. A number of the actual Mapplethorpe's photos that were the heart and reason of the controversy were used in production.Though the photos are shown in shortcuts but the film allows the viewers to have a glimpse to both the controversial photos and the extraordinary beauty and story of all the photos in general. Apparently, he is not only interested to capture humans sexuality but his portraits, photos of flowers and landscapes illustrate his love in beauty. Mapplethorpe's â€Å"The Perfect Moment† collections air different angles of expression. His photographs were not confined in nudity however the authorities only favored and noticed one side by giving obscenity charges against the curator.Since big people also offered their own perspective towards the provocative photographs, it seems that the issue became politically motivated. Meanwhile, the film also looks like a documentary one since the filmmakers highlights new interviews from cultural and conservative figures about their personal perceptions in the issue. Meanwhile the filmmakers in the movie also incorporated many inter cut scenes from the original events collected from the archives of the local media (e. g. the trial and that attempted closing down of the art museum).The movie demonstrates that the beauty of art depends on how people perceive it. Their level of appreciation depends on their personal tastes, values, cultural and social orientation. In the movie, the characters were obviously divided by two– those who are open minded who believe that any kind of art depiction even in a sensational manner is just but a manner of expression that is natural to the artist; and the conservatives who believes that pornography negatively affect the viewers as it arouse malicious intent and emotions.However the film with the cha racter of Barrie reminds the public to uphold their right of expression and their right to choose what they art they would want to see and appreciate. No matter how disgusting and offensive a particular art might be, it has its every right to be exhibited. Any contemporary or classic art form is not exclusive to elite. The film subtly emphasized that an average and ordinary person can understand and appreciate art and art definitely do not only belong to specific few.

Marketing and Online Social Networks

INTRODUCTION Situation Synopsis: Competitors have developed different approaches to attract consumers in the online dating market; some of which have been copying eHarmony’s product features and using alternative strategies to attract singles. Company’s Current Strategy: eHarmony uses a focused differentiation strategy. It focuses on singles seeking a serious relationship and long-term compatibility. It distinguished itself from other sites by using a unique matching algorithm. They have also invested substantial resources into marketing and R&D. Problem Statement: eHarmony has opened the door to their competition by declining potential customers as a way to ensure quality control. eHarmony's CEO must decide how to react to imitations of its business model, encroachment by competing models and the rise of free alternatives. ANALYSIS 1. EXTERNAL ANALYSIS 1. General External Environment Demographic: †¢ Age 40 and 50 year olds becoming the fastest growing segment †¢ Age structure: 60% of eHarmony users were women †¢ Members reflect the geographic distribution of the US quite well Legal †¢ Lawsuits for discrimination, etc. †¢ Privacy settings Socio-Cultural: †¢ Average age to get married is increasing †¢ The marriage rate had reached its lowest point in recorded history †¢ Cultural changes and economic factors had a substantial effect on the marriage market †¢ Fluctuating divorce rates †¢ One-fifth of marriages were initiated through online encounters Technological: †¢ Increasingly sophisticated communication and recording technology †¢ R: relationship dynamics, physical attraction, and couples †¢ Must obtain patents for matching systems Global: †¢ Competitors have expanded globally 2. Industry Situation Analysis 1. 2. 1 Industry Structure The online personals industry can be segmented into 4 different categories where the 3 main players; eHarmony, Match, and Yahoo! Personals are represented by the Paid Do-it-yourself category: †¢ Paid Do-it-yourself Sites †¢ Free Do-It-Yourself Sites †¢ Niche Sites †¢ Online Social Networks 1. 2. 2 Industry Direction and Trends Competition is steadily increasing. Many companies within this industry try to develop new approaches in an attempt to divert customers away from market leaders such as eHarmony. Some either put up few barriers to join or allow people to join for free. The industry is expected to rise and perhaps double by 2012. Trends that may be important for this industries future include the following: †¢ Subscribers to these sites tend to be repeat users †¢ 40 to 50 year olds are the fastest growing segment †¢ Marriage rate has reached its lowest point in recorded history †¢ Divorce rates are constantly fluctuating 1. 2. 3 Industry Economics The online personals market grew very slowly, reaching only $40 million in 2001. In 2007, as a result of changing attitudes amongst consumers, the industry increased to $900 million. Observers have predicted that the industry may double in size by 2012. 1. 2. 4 Industry Driving Forces Internet: As the number of people becoming internet savvy increases, so does the number of potential customers for online personals. †¢ Globalization: Some competitors, for instance Match, have already branched out to markets overseas. †¢ Industry Growth Rate: Industry expected to double by 2012. †¢ Who buys & how it is used: Online personals are most popular for middle-aged (40-50) peoples. Used to find potential mates for those seeking various different types of relationships. †¢ Marketing Innovation: â€Å"eHarmony is one of the few online companies that made offline marketing work and pay for itself. Many companies end up spending large quantities on their marketing strategies but do not necessarily acquire more customers. †¢ Changes in Societal Concerns, Attitudes & Lifestyles: More and more people are becoming internet savvy therefore increasing the market potential for online personals. 1. 2. 5 Key Success Factors (See Appendix A) 1. 2. 6 Strategic Groups Map (See Appendix B for Strategic Groups Map) Cost to join and barriers to join an online personal site are the two dimensions which are relevant to a firms’ performance within this industry. Harmony possesses the highest membership fees in the industry along with particularly high barriers to join. Even their direct competitors; Match and Yahoo! Person als differ from eHarmony in that they have much lower barriers to join as well as lower sign up fees. Most of their indirect competitors are free and have little to no barriers to join. 1. 2. 7 Strategic Issues in the Industry †¢ Industry was plagued by people misrepresenting themselves and putting false personal information †¢ Users are concerned about the privacy of their information †¢ Level of customer dissatisfaction remains high . 2. 8 Opportunities & Threats Opportunities: †¢ This industry will continue to rise in popularity due to increasing usage of computer technology. †¢ Due to it being a more affordable means of match making, people will generally turn to online personals as opposed to other offline services. Convenience also plays a factor. †¢ Increasing their market share, catering to more market segments. (Niche markets). Threats: †¢ Online personals sites with more resources pose a threat to those lacking resources. †¢ Security issues linked with sharing information on online personals. Online dating scams) †¢ Reduction of barriers could also mean expanding globally before other competitors capture foreign market segments. 3. Competitive Situation Analysis 1. 3. 1 Competitive Forces (See Appendix C for analysis). After analyzing Porter’s five forces it is concluded that the online personals industry is attractive. 1. 3. 2 Competitive Approaches †¢ Match: They target individuals looking for â€Å"enduring romance†. They have also expanded their markets overseas. †¢ Yahoo! Personals: The types of consumers they target are not specified in the case. Although they have expanded their markets overseas †¢ Online Social Networks: relies on viral process through which friends encourage their friends to join. 1. 3. 3 Competitive Strengths & Weaknesses (See Appendix D) 2. INTERNAL ANALYSIS 2. 1 Company Situation/Resources Analysis (See Appendix E) 2. 2 Operations Analysis: not applicable to this case 2. 3 R Analysis †¢ E-Harmony Labs: In which scientists study different aspects of love (Biological, sociological, and neurological foundations of love) †¢ Scientists continue to do research on physical attraction. They believe that the initial encounter is the crucial in determining the long-term success rate of relationship. †¢ Invested heavily on studies on couples. These studies analyzed how relationships were affected after specific life stages, for example, after a first child is born. 2. 4 Procurement Analysis: not applicable to this case 2. 5 Marketing and Competitive Position †¢ Successful marketing formula: the use of testimonials enabled their offline marketing efforts to pay for itself. †¢ Competitive position: â€Å"matching on the basis of long-term compatibility. †¢ Focus on direct-response marketing and only work with firm’s who truly understand this form of advertising. †¢ They purchase media at lower rates. †¢ Advertise only on national cable networks and avoid broadcast television. (Less costly approach) †¢ ? of budget spend on TV and radio advertising, ? is spent on Internet search and banner ads (expensive). 2. 5 HR Analysis The co mpany grew to 230 employees, half of whom were in customer service. They also employ a team of uniquely positioned research psychologists. 2. 6 Managerial Preferences/Values Analysis The CEO, Greg Waldorf values the exclusivity of the site. †¢ Their customers values long term relationships. 3. APPRAISAL OF STRATEGIC ISSUES 3. 1 Evaluation of Current Strategic Performance 3. 1. 1 Strategic Resources: Tangible †¢ Financial: Ability to generate internal funds: marketing campaign paid for itself within the first week †¢ Borrowing capacity: Received 3 million from an investment firm at start up †¢ Technological: Scientifically produced matching algorithm *** Organizational Resources and Physical Resources do not apply to this case Resources: Intangible †¢ Human resources: knowledgeable team of psychologist †¢ Innovation resource: labs were tasked with studying the biological, sociological, and neurological underpinnings of love †¢ Reputational resources: eHarmony’s focus on serious relationship resonated well with faith communities Capabilities: †¢ Marketing: Highly successful marketing formula †¢ R: secured a patent for the matching algorithm †¢ Strong vision *** Distribution, Human Resources, Management information systems, Management, and Manufacturing do not apply to this case Core Competencies: Sustainable Competitive Advantage: †¢ Patented matching system and guided communication system †¢ Unique positioning of its team of research psychologists †¢ Successful marketing formula *** Value Chain does not apply to this case 3. 1. 2 Financial †¢ Borrowing capacity: Received $3 million from an investment firm at start up. †¢ Opportunity Cost: Declines to sell memberships to at least one million people annually costing the company an estimated $100 million per year. Break Even: By early 2002 registrations had grown to over 300,000 allowing the firm to break even that year and become cash flow positive the next. †¢ Fixed Costs: Advertising: Marketing expenses reaching as much as $80 million per year, firm profitability depended on efficient customer acquisition 4. FORMULATION AND DISCUSSION OF STRATEGIC ALTERNATIVES 4. 1 Option 1: Reduction of Barriers Pros: †¢ Allowing more subscriptions will increase revenues †¢ Cost eff ective †¢ Would tap into niche markets such as the gay and lesbian communities (largest niche market). User satisfaction increase when there are more users †¢ Denies competitors a chance to grow (Chemistry) Cons: †¢ Current members will not be as confident when recommending matches †¢ Less exclusive †¢ Spend money in R: New matching models 4. 2 Option: Broadening Customer base to include casual daters Pros: †¢ Strong point of differentiation: Introducing the matching algorithm to the casual dater segment †¢ Allowing more subscriptions will increase revenues Cons: Undermining its credibility with individuals seeking individuals seeking long-term commitment †¢ Exposure to more competitive rivalry †¢ Spend money in R: New matching models 4. 3 Option 3: Growing a new business based on R Pros: †¢ Greater audience which allows for more subscriptions thus an increase in revenues †¢ Reducing risk of being trampled by competitors by dive rsifying Cons: †¢ Can tarnish eHarmony’s reputation and name brand †¢ Risky because it may not gain as much as what was anticipated †¢ Growth strategy may not be concrete . 4 Option 4: Rapid Geographic expansion Pros: †¢ Enables them to take control of target segments before their competitors do †¢ Increases their geographic scope which translates to increased revenues Cons: †¢ The matching portfolio may not cater to foreign markets (Different cultures etc. ) †¢ Large investment in R in order to create new algorithms †¢ Must take into account politics, religion, culture 5. STRATEGY RECOMMENDATION Since its inception, the company has declined to sell memberships to at least one million people who sought to become paying customers. As a result, the opportunity cost of this decision has lost the company an estimated $10 million in revenues per year. eHarmony should continue to focus on it’s vision in creating long-term relationships, however while reducing the amount of barriers they have instilled in order to become a member. By reducing their barriers not only will they increase their market share, they will be able to cater to more market segments (niche markets). Reducing their barriers could also involve expanding their services globally before other competitors capture significant foreign market segments. On that note, they can also deny their competitors a chance to grow. This will also satisfy their current users since there will be a greater selection. On the other hand some users may not take well to the idea, but as long as eHarmony maintains some element of control regarding who is accepted the changes may not be noticed. To conclude, we believe the R expense of creating a new algorithm will prove to be a worthy investment. [pic]

Gap Inc. SWOT Essay Example | Topics and Well Written Essays - 500 words

Gap Inc. SWOT - Essay Example This essay stresses that poor management made the Gap’s core stores its worst competition. Under CEO Paul Pressler, the same products were carried in the Gap, Old Navy and the Banana Republic at different price points. Frustrated consumers stopped going. The Gap failed to keep its brands diversified. Originally Old Navy was the Gap’s bargain basement store. Consumers could go there and find cost effective clothing. Thanks to Pressler, consumers went their to get discount prices on Gap products. This paper makes a conclusion that the Gap’s management continued to create more problems for the company. The Gap started cloning itself by creating the GapMaternity, GapKids, BabyGap and others. This expansion hurt both the individual stores and the entire chain. Each new store requires employees, utilities and rent. The deluge of stores with specialized Gap products cut into the corporation’s profitability. Gap Inc is an international company. Having stores in several countries protects it from local economic downturns, recessions or depressions. The Gap’s competitors provide better customer service and adapts better to the fickle fashion climate. All of these companies are significantly smaller than the Gap and are able to implement changes quicker. The Gap is also vulnerable to US government regulation. China apparel and textile restrictions are in effect until December 31, 2008. A change or increase in these restrictions could raise production costs.

The Tobacco Industry Essay Example | Topics and Well Written Essays - 750 words

The Tobacco Industry - Essay Example This paper will examine the historical mechanisms through which the tobacco companies exercised their political influence, assess whether they influenced the public policy process legitimately, and discuss how this particular case study affects people generally. As a preliminary matter, from an historical point of view, the tobacco industry has most certainly influenced the public policy process. Their general approach has been essentially twofold. First, the tobacco industry has relied for many decades on financial contributions made to political parties and to individual candidates and incumbents. These financial contributions were not made on the basis of any particular ideological affinity; indeed, until the election of the Clinton administration in the mid-1990s, the tobacco industry contributed roughly the same amount to both political parties. This changed, however when the Clinton administration began to highlight the public health issues involving tobacco. In short, financial contributions were used for many years to influence both parties; after Clinton took a harder stand against tobacco, the contributions continued but predominantly in favor of the Republican Party. These contributions were supplemented by financial contribution s, made through political action committees,, to individual candidates and incumbents. In addition to these "soft money contributions", a second mechanism was the creation, funding, and support of lobbying groups with interests in line with those of the tobacco industry. As the case study notes, the tobacco industry, either of its own initiative or through its proxy, the Tobacco Institute, funded or supported advocacy groups, think tanks, and other research projects consistent with their economic and public policy aims. There was no particular concern for scientific integrity; quite the contrary, as the case study explains, the tobacco industry was most interested in partisan research that could be used to influence public policy in it is favor. In sum, these financial contributions and lobbying efforts formed the primary mechanisms by which the tobacco industry influenced public policy. This influence was profound and remarkably successful; to be sure, the tobacco industry had never lost a product liability lawsuit until 1996, and governmental efforts to regulate tobacco had been fundamentally feeble. The question, in hindsight, is whether the tobacco industry influenced the public policy process in a legitimate manner. The answer must be, despite technical niceties, a resounding no. This is because the tobacco industry effectively corrupted the public policy process for its own ends rather than contributing to an honest public discussion. Politicians were afraid to lose their financial

Assignment Example | Topics and Well Written Essays - 500 words - 129

Assignment Example e policy focused on reallocation of resources to reflect market forces which was followed by reduction and removal of tariff protection in addition to corporatization and privatization of government business enterprises (Australia 1998). The microeconomic reforms aimed at improving the efficiency and effectiveness of industries and therefore impose competition (Gittins & Forsyth 2008). When more and more industries become efficient per unit production the costs will eventually be lowered (Gittins & Forsyth 2008). This will automatically results to increased profit made by the business. The main objective is to ensure that producers transfer and supply their resources to the industries that are efficient. This will see abandonment of those industries which are not using the resources efficiently. The implementation of the microeconomic reforms basing on the 5 sector flow model has seen sharper competition develop between lower and foreign investments. More and great incentives are now available for local investors to improve their productivity by reducing costs and seeking new markets (Gittins & Forsyth 2008). There is great openness to trade and many people are encouraged even to specialize in business. Moreover, prices of commodities have also lowered and things are much affordable to the domestic consumers. Competition in communication sectors has seen advancement since the reforms ended monopoly discrimination of single business (Gittins & Forsyth 2008). The microeconomic reform policies have one major advantage. It is upon individual businesses to come up with the best strategies to sell and overcome competitors. This has seen service delivery and quality of products improve. One of the shortcomings is conflict among competing business companies (Budget.gov 1998). The free business environment needs to have regulation. This will ensure there is respect among competing companied as far as competition is concerned. Australian microeconomic policy has a major

Phineas Taylor Barnum's American Museum 1842 to 1868 Research Paper

Phineas Taylor Barnum's American Museum 1842 to 1868 - Research Paper Example While in New York, Barnum purchased a museum and renamed it after himself. With the museum, Barnum found a platform which he used to promote hoaxes and human curiosities. Barnum began his entertainment career in New York. Barnum gets credited for revolutionizing and legitimizing spectacle. Barnum purchased and exhibited the Joice Heth. Joice Heth was an almost paralyzed and blind slave woman (Barnum and Cook 108). Barnum claimed the woman to have been over 160 years old and a supposed nurse to George Washington. Thousands got drawn to view Heith by paying an admission price. He toured the south with a small circus between 1836 and 1837. This circus tour appeared to be preparation for him to purchase his own museum with which he made a fortune. In 1841, he bought the Scudder American museum which he renamed to Barnum American museum. Barnum upgraded the museum building and added more exhibits making the museum a popular showplace in the process. Barnum added flags to the roof edge of the museum, and this helped attract attention during the day. A strolling garden got made out of the roof during the upgrade. The place then got lit up with limelight, which had just become invented then. His main idea revolved around making the museum an advertisement in itself. In the museum, Barnum filled it with a surfeit of exhibits and activities. Exhibits and activities within the museum revolved around panoramas, dioramas, scientific instruments and modern appliances. Through the museum, Barnum got to introduce his first major hoax which became known as the Feejee mermaid (Barnum 56). The Feeje mermaid was a creature that had the tail of a fish and a monkey’s head. Barnum justified hoaxes such as this claiming they were advertisements used to draw attention to the museum. The museum also exhibited a dwarf named general Tom Thumb. The dwarf got claimed to be the smallest person walking the earth, and he got used to amuse the public. The museum also exhibited a number o f exotic animals that included beluga whales, a hat claimed to be worn by Ulysses Grant, a tree trunk where Jesus and his disciples sat, giants, fat boys, a dog that could knit, flea circus and performances by magicians and fortune tellers, Uncle Tom’s cabin and minstrel adaptations of biblical tales. The museum gets reported to have received over 38milion visitors between 1841 and 1865. Visitors got charged a twenty five cent admission charge. The visitors got to view a revolving set of attractions at the museum (Cottrell 19). Barnum’s credit to show business gets associated with professionalism, public relations through advertisements and quality. Characters that provided dubious shows got thrown out of Barnum American museum. Barnum defended his hoax shows by claiming that the public had to first get attracted to the museum, and then later get provided with sensational entertainment while in the museum building. Barnum used newspaper advertisements and handbills to promote the museum (Barnum and Cook 88). The museum not only provided shows but also educational teachings. The museum’s theater which got known as the ‘lecture room’ got used by Barnum in providing temperance reforms and Shakespearean dramas. Barnum gets recognized by early historians as instrumental in the development of urban culture in the nineteenth century. The museum became the first of its kind in offering entertainment and amusement together with moral uplift and

Bilingual Education Essay Example | Topics and Well Written Essays - 500 words - 1

Bilingual Education - Essay Example Learning a second language was crucial due to the need to grow my social network and interact with people from different cultures. It was quite embarrassing to study overseas and require someone to always translate what other people were saying and I had to take the initiative of undertaking bilingual education. According to Krashen, there are two ways of getting to know the second language – by acquisition and by learning. I had to go through the two processes, acquiring the language skills by interacting with natives and by taking up classes to grow my vocabulary knowledge (Krashen, 1992). Similar to Krashen’s view, it is difficult to monitor the language in which one communicates in. Writing it down makes it easier to analyze. When one speaks, they tend to modify the rules of the language, and at times are grammatically wrong and this can only be noticed in a written composition. This was seen in the way I would pass written language examinations and still find it difficult to communicate fluently by word of mouth. Krashen’s input hypothesis takes note of the importance of exposure and explains the fact that one acquires a language by being exposed to comprehensible input of it, be it written or spoken. This view can be supported by the fact that one tends to learn a language by living with people who speak it correctly and the learner requires no effort from their side, just the exposure. If the language as used by its speakers is not rendered in a logical and understandable manner, the learner will have a hard time acquiring it (Krashen,1992). Before embarking on bilingual education, one has to start by being ready to learn, being motivated and believing that they can learn the language and use it like its native speakers. Similarly, Krashen brings out the affective filter hypothesis which looks at acquiring a language through comprehensible input, which must reach the brain without undergoing

Comparing and contrasting the Epic of Gilgamesh and Genesis 1-11 Essay

Comparing and contrasting the Epic of Gilgamesh and Genesis 1-11 (Religious Studies) - Essay Example Many people are telling that the flood in Gilgamesh is the same with the flood in Genesis. Definitely, it is not. The God in Genesis is not the same as the Mesopotamian deities. Understanding this fact give us a clear view point of a concrete difference between both accounts. Considering that there might be some similarities in the flow of the story however, the mere authority whom both accounts recognize builds a definite margin line that establishes their differences. Many people most especially those who devote themselves in religious and historical literature know the famous story about the great flood that can be found both in the Book of Genesis and of the Mesopotamian Gilgamesh. The stories are very much the same, however making a close comparison about details showed that they are very different. The God in Genesis is also more reasonable than that of the Mesopotamian gods. Understanding what has been the reason for flood will give us the clear idea of the differences of the character of the God in Genesis and of the Mesopotamian gods. The biblical account showed that God has seen how people have turned wicked. It has never been the will of the God of the Bible that man will stay wicked and will be unpunished. Because of that he decided to save Noah and his family from those evil people and the way by which it could be done is through the flood. The mere reason for that flood is to end the wicked generation that God of the Bible has seen existing during the time of Noah. On the contrary, the main reason why the gods in Gilgamesh caused the flood is because of the noise that the people create. The gods decided for a flood simply because they can not sleep (Gilgamesh 12). The unanimous decision of gods is to cause a flood and to make no any man survived. Ea who created man does not want it to happen. Meaning, we could even see misunderstanding in their mythical gods that mostly resembles human character. But through a dream, the

Computer versus Paper charting for nurses Essay

Computer versus Paper charting for nurses - Essay Example With so many responsibilities and so much information to assimilate, it becomes even more essential to take care of the documentation of information as this is the only method to reduce errors. Charting information regarding medication, observations, patients' history, etc. has been an age old practice and is the responsibility of nurses. The purpose of the medical chart is to serve as both a medical and legal record of patient clinical status, care, history, and caregiver involvement. The detailed information contained in the chart is intended to provide the patient's clinical condition by detailing diagnoses, treatments, tests and response to treatment, as well as any other factors that may affect the clinical state of the patient. Hence, it is beyond doubt that documentation is one of the most important activities that needs to be accurate. This essay compares computer and paper charting methods and also discusses in detail the history of charting technology; reveal medication errors in computerized and non-computerized charting, illegibility of orders and double charting, and accuracy. In the 21st century, nursing informatics has become a part of the professional activities. Informatics has advanced the field of nursing by bridging the gap from nursing as an art to nursing as a science. The term medical chart is a general description of a set of information on a patient. It is important that the information in the chart be clear and to the point, so that those utilizing the record can easily access accurate information. In some cases, the medical chart can also assist in clinical problem solving by tracking the past history of the patient. For instance, the baseline information or status on admission, orders and treatments provided in response to specific problems, and patient responses can be easily retrieved from the medical chart. Another reason for the standard of clear documentation is the possibility of the legal use of the record. For example, these records are frequently investigated for insurance clams and when medical care is being referred to or questioned by the legal system, the chart contents are frequently cited in court. In the earlier days, all the documentation was prepared on paper. But today, most of these are fed into the computers directly and is stored in it. The disadvantages with the paper charting are as follows: it is a tedious process to write and store the records and it takes away a lot of space. Since nurses work in shifts, different nurses handle each record as a result different handwritings appear in single report. A single nurse handles several patients as a result there are high chances of medication errors with serious consequences. These factors are even more of a problem for those nurses who are working in intensive care units (ICU). With the increase in stress due to shortage of nurses, the working staff will be handling more patients and many times it is possible that errors occur in medication. Nursing Informatics is a broad ranging field that combines nursing skills with computer expertise. Nursing informatics is the modern technology that

Task 1 and Task 2one is essay and one is repport choose The - 1

Task 1 and Task 2one is and one is repport choose The Philippines currency - Essay Example This causes the domestic currency to appreciate. In addition, under this regime, an increase in international real interest rates increases domestic output, decreases exchange rates and domestic price level on condition that money demand is more elastic to changes in the real income than the real interest rates. An increase in domestic money supply causes a proportional increase in the price levels. In this model, the income of a consumer is assumed to be exogenous. The consumer is also assumed to be living in both the present and future periods. The consumer can also borrow and lend regardless of the prevailing world interests rates. The model also assumes that there is no investment made and the current and future government expenditure (G and G’ respectively) is exogenous. A Current Account Surplus implies that a particular country saves more than it invests. It is reflected by an excess of domestic savings over domestic investments and an increase in a country’s net foreign assets evidenced by positive sales abroad. The model suggests a positive relationship between the current account surplus and the current income. As the current income increases, the current account surplus also rises due to an increase in current consumption and government expenditure. The current account surplus experiences an inverse relationship with anticipated future income. As the fu ture income is expected to rise, the current account surplus is expected to reduce as a result of reduction in savings. When the current account surplus is zero, the country’s savings equals the investments. Capital controls refer to prohibitions enforced by the government or Central Bank of a country to restrict the flow of foreign capital in the domestic economy. Capital controls could be exchange controls, taxes, legislation, volume restrictions and reduction in foreign remittances which reduce foreign trade. Capital

Over Consumption in America Essay Example for Free

Over Consumption in America Essay Over the past 50 years, the standard of living for American families has doubled. Most of these families live in a two-income household in order to acquire the money needed to live up to these standards (Pierce). This change has enabled Americans to own more material possessions and has also caused them to want even more. It is this concept of wanting that is leading to the growing problem of over consumption in America. People are contributing to the problem by eating more and buying more and more non-essentials such as TVs, computers, and cars. People find themselves wanting more and more material things in order to become happy, when in actuality it may be having the reverse effect because it is not possible to ever obtain everything that he/she wants (Easterbrook 124). By living more simply we can become happier by spending more time with our families and communities and also by helping others. In the past, TV was thought to be a way to bring the family together. However, today, more than three quarters of American families own two or more televisions. Having multiple sets causes family members to watch different programs, in separate rooms, pulling the family apart as opposed to bringing them together. Even some children have TV sets in their rooms. Instead of playing outside, kids are spending hour in front of the television (Winn 465-66) Children are also being affected by other new electronics. High-tech childrens toys are becoming more and more common. Instead of playing outside with other kids, children in our society play video games or play on a computer. Even educational toys are being made electronic. Special laptops are being made for children as young as preschool or kindergarten. This is becoming all that children know. Their generation is growing up reliant on computers. In the future they might not have a choice to relax and live more simply because the high tech world is all they know (Kalson). Another issue contributing to the problem of over consumption is cars. For some people, owning a car can be necessary. For others, public transportation is an option. Owning one or more cars can also affect the  community by using unnecessary amounts of fuel and by polluting. The car also allows us to live a high-speed life. Americans are constantly traveling or working and are not taking the time to relax as we did in the past. Americas fast paced lifestyle is part of the reason we dont spend as much time with our families and friends as in other cultures (Wilson). Americans also contribute to over consumption by the amount of food we eat. Obesity is a growing issue in American society today. Twenty percent of children are overweight. If this problem persists, the next generation could be the first in 200 years to have a shorter life expectancy than the last. The greatest issue of this problem is fast food and the portions of it. Instead of eating healthy, home cooked meals, Americans are replacing them with fat and calorie loaded fast foods and precooked meals. This problem is leading towards more health problems. 30 percent of boys and 40 percent of girls born in the year 2000 are expected to have diabetes at some point in their life. Americans can fight this problem by trying to live more like people in other countries by eating healthier foods, smaller portions, and teaching children how to eat right (Mieszkowski). Part of the reason that Americans have such a large role in this problem might possibly be because of advertising. Because our media is so widely spread and easily accessed, Americans can be more easily persuaded. This issue can also relate back to the problem of watching too much TV. Because the United States has no regulations on advertising, anyone can be affected by any amount of advertising. Children, who are more susceptible, can be manipulated into thinking that they need something that they really dont. This problem could possibly solved by restricting the amount of advertising or where advertising is aloud. We can also resist this problem being more aware of it. By judging each ad to see if it is coercive, deceptive, or manipulative, we can remove the emotional appeal of the commercial and make a more rational decision (Hirschberg 61-68). However some people think that over consumption is not the problem: (S)quandering money on big screen TVs, McMansions, restaurant meals,  oversized cars and luxury vacations (are not to blame) for insolvency and all those maxed-out credit cards. Instead (it is) the high cost of housing and education (F)ixed expenses that can quickly create a sea of red ink when families face layoffs, illness, or divorce. Skyrocketing health-care costs add to the problem (Gardner). If Americans started to live more simply, we could not only gain happiness by relaxing and spending more time with our families, but we could also give some of our extra money or belongings to charity. Helping those in need can give us a sense of self worth that could not be obtained by living as we do now. Linda Pierce argues that simplicity values are important to enrich a persons life. She states that Limiting material possessions, Meaningful work weather paid or volunteer, relationships with friends and family, pleasurable leisure activities, and a connection to community are good values to strive for in order to live simply (Pierce). Over consumption is affection all Americans lives, especially the lives of children, the next generation: TV and video games have vanquished running around outside. Kids in the city have too few places to play. And (sic) ids in the suburbs have no sidewalks to walk on, much less places to walk to. Fewer kids walk or ride their bikes to school, either because theres no safe route, or its simply too far. At school, phys ed and recess have been shortened or eliminated, through the double whammy of budget cuts and he renewed emphasis on academic testing. And (sic) many schools sells junk food to kids in the cafeteria in attempt to subsidize shrinking budgets through soft drink and candy bar revenue (Mieszkowski). The longer this problem goes unsolved, the harder it will be to overcome it. It is important to overcome this problem to gain happiness by gaining leisure time and spending more time with their families and communities and also by helping others in need. If we can accomplish this, Americans can stop associating a good life with material possessions but with personal happiness instead. Gardner, Marilyn. Do two incomes mean deeper debt?. 5 Dec. 2005 http://moneycentral.msn.com/content/CollegeandFamily/P61852.asp. Easterbrook, Gregg. The Progress Paradox. New York: Random House, 2003. Hirschberg, Stuart. The Rhetoric of Advertising . Kalson, Sally. Study finds toddlers immersed in electronic media. Pittsburgh Post Gazette. 29 Oct. 2003: D1. Mieszkowski, Katharine. Growing Up Too Fat. Salon 4 pp. 5 Dec. 2005 http://www.salon.com/mwt/feature/2005/04/16/kids_obesity/index3.html. Pierce, Linda Breen. The Simplicity Resource Guide. 5 Dec. 2005 http://www.gallagherpress.com/pierce/overview.htmhttp://www.gallagherpress.com/pierce/overview.htm. Wilson, James Q. Cars and Theirs Enemies. Winn, Marie. Television: The Plug-In Drug.

Examining Major Library Management Software Information Technology Essay

Examining Major Library Management Software Information Technology Essay With the gradual shift from earlier agricultural era to todays information era the users expectations towards library services has been changed. Now a days users are intended to get their required information through online. Even they have not enough time to search manual bibliographical sources of information to know the location of the document in the library, they needed. Users are so busy now. Therefore it is necessary for every library information centers to automate their services that are offered to the users of information. 2. WHAT IS LIBRARY AUTOMATION? International Encyclopedia of Information technology and library science defines automation as the technology concerned with the design and development of process and system that minimize the necessity of human invention in their operation. The term Library Automation in the past was used to refer to the mechanization of the traditional library operations like acquisition, serial control, cataloguing and circulation control. Today it is used to refer computerization of not only traditional library activities but also such related activities as information organization, information storage, retrieval, use etc Although computers play very important role in the automation of libraries, application of telecommunication and reprography technology is also equally important. 3. NEED FOR LIBRARY AUTOMATION The need for library automation can be explained following To facilitate wider and deeper access to information; To increase the retrievability of the resources; To achieve a new level of library management; To improve the existing services and to introduce new services; To improve control over collection; To have an efficient control over the entire operation; To avoid the duplication of work; To facilitate sharing of the resources among various libraries. Some of the factors that forced the libraries to go for automating the activities are: Information Explosion; Space Saving; Time saving; Availability of information in electronic form; Cost effectiveness; Data manipulation; Exploitation of computer readable databases. Therefore it can be said that the success of library automation mostly depends upon the nature of the software used for the purpose. Software helps in performing each every operations of an automated library information centers so quickly easily. 4. WHAT IS LIBRARY MANAGEMENT SOFTWARE? An automated library is one where a computer system is applied to manage one or several of the librarys key operations. Such as acquisitions, serials control, cataloging, circulation and the public access catalogue. Automated library system depends on library automation packages are also called Library Management Software (LMS). Library automation software provides centralized management and process automation for government; public, private libraries .Library automation applications provide integration of self-service kiosks and online web portal access for catalog search, content delivery or reservation requests and patron check-out history. They also track and automate notification of overdue books and fines. 5. BENEFITS OF USING LMS IN LIBRARY Software helps in performing library operations quickly easily and thus saving the time of the users and staff. It also saves the manpower. LMS are integrated software package. LMS are compatible to various hardware systems. It is compatible to national international bibliographic standards. Operation in a multi-user environment. Operation in a networked environment. User friendly and menu driven. Least response time. Capable of handling bibliographical, numerical as well as textual data, also variable field. Sub-fields repeatable fields. Provision of data security through password. Provision for thesaurus and authority file maintenance. Output facility through card printing; bibliographies and on magnetic media (tape; diskette etc). Facilitate search through Boolean logic; Single term search; Multiple term search; Truncation search; Field directed searching etc. Import/ Export of data through standard exchange format. Provide powerful scanner capabilities. Display, sort and print records as per user defined formats. WWW interfacing. Multimedia compatibility. 6. LIBRARY AUTOMATION SOFTWARE PACKAGES There are hundreds of library automation software packages available at the global level. It is difficult to list them all. Here is a table that shows list of some available software packages designed and developed for the libraries. TABLE: 1 Sl. No. Name of the software Designing, Developing, Marketing/Distributing Agency/Organizations 1 CDS/ISIS (DOS), WINISIS(WINDOWS) UNESCO ,in India NISSAT/DSIT acts as the nodal agency 2 ALICE for Windows ,OASIS for DOS Soft Link Pvt., Australia. Marketed in India by Soft Link Asia 3 BASISPLUS and TECHLIB PLUS Information Dimensions Inc.(IDI), USA and NIC, New Delhi 4 SOUL INFLBNET center, Ahamedabad 5 Libsys Libsys corporation, New Delhi 6 Koha Katipo Communications Limited of Wellington, New Zealand 7 VIRTUAILS VTLS Inc, Virginia, USA 8 LAMP Jointly by Netherlands Library Association ,Pakistan Library Association and UNESCO 9 LIBSUIT SOFT-AID Computer Ltd., Pune 10 LIBRIS Frontier Information Technology Pvt. Ltd, Hyderabad 11 WINSANJAY By DESIDOC under a NISSAT project 12 NG-TLMS.NET Developed in Germany by TRANCE Group 13 AUTOLIB By Autolib Software System, Chennai 14 E-GRANTHALYA By NIC, Bangalore 15 GRANTHALYA NISCAIR 16 NEWGENLIB By collaboration of Kesavan Institute of Information and Knowledge Management(KIIKM), Hyderabad and Venus Solutions Pvt. Ltd. 17 NEXLIB NEX Evolve Logic Solution Pvt. Ltd. 18 SLIM Algorhythems Consultants Pvt. Ltd., Pune 19 LIBMAN Datapro Consultancy Service,Pune 20 Maitrayee CMC Ltd., Kolkata 21 MINISIS Nirmal Institute of Computer Expertise, Tiruchirapalli 22 TULIP Tata Unisys, Noida 23 NILIS Asmita Consultant Ltd.,Mumbai 24 EASYLIB Easylib Corporation, Bangalore 25 TROODON Comtek service Pvt. Ltd., New Delhi 6.1 SOUL: A SEMI COMMERCIAL SOFTWARE SOUL (Software for University Libraries) provided by INFLIBNET center, Ahmedabad, INDIA. This software is intended to be provided to all the university libraries, which have been covered under INFLIBNET for which a separate agreement will have to be signed by each library. For others who are interested in using this software, particularly public funded organizations, separate modalities are being worked out including pricing, support, training etc. Hardly a cost in comparison to other commercial software is given by the libraries. That is why SOUL software is a semi commercial software. The software was designed to automate all house keeping operations in Library. The software is suitable not only for the academic libraries, but also for all types sizes of libraries, even school libraries. 6.2 LIBSYS: A PROPRIETARY SOFTWARE Libsys is a proprietary software. The term proprietary is derived from the Latin word proprietas meaning property. Proprietary software is computer software licensed under exclusive legal right of its owner. The purchaser, or licensee, is given the right to use the software under certain conditions, but restricted from other uses, such as modification, further distribution, or reverse engineering. LIBSYS is developed by Libsys Corporation, New Delhi. Libsys is a complete, comprehensive, integrated system that manages all aspects of all kind of libraries i.e. public, national, higher education and research libraries. 6.3 KOHA: AN OPEN SOURCE SOFTWARE KOHA is a full featured Integrated Library System. It is an open source software. There is no cost for the license; you have the freedom to modify the product to adapt it to your needs. Like other open source software KOHA also provide the original source code used to create it so that users can modify it to make it work better for them. KOHA developed initially in New Zealand by Katipo Communications with Horowhenua Library Trust in1999. Koha is using now by so many libraries around the world, including academic, public, school, special libraries of Australia, Africa, Canada, USA, France, India and off course New Zealand. 7. COMPARISONS BETWEEN THESE THREE KINDS OF SOFTWARE This paper gives emphasize on a comparative study among these 3 types of software. Each one has unique features regarding to its server, web server, Architecture, client, price, standard support, training provided to the customers etc. The following Table: 2 Shows the comparisons between these. TABLE: 2 Sl. No. FEATURE SOUL LIBSYS KOHA 1 Architecture Client-server based architecture, only OPAC is web based. Based on client-server model and TCP/IP for communication and networking. Based on a client-server architecture. 2 Server Windows-NT/ Windows2000 server (operating system) MS-SQL server 7.0/ Advance server 2000(RDBMS) personal web server or Windows NT IIS with option pack 4.0 installed or Windows 2000 as server for web opac college version windows-98/ ME/NT/2000/XP/2003(operating system). UNIX, LINUX Pentium machine with SCO Unix/Unix Ware SunSparc with solaris Alpha with OSF/1 RS/6000 with AIX HP-9000 with IRIX Windows NT/2000/XP Windows 95/98/NT/2000/XP/ 2003(operating system) Windows/Linux 3 Client Standard Windows (95/98/NT/2000/XP) Standard Windows (95/98/NT/2000/XP) Web Enabled (JSP implementation) Unix Workstations X-Windows Workstations (Xterm) VT220 compatible terminals Thin Java clients. Windows/Linux 4 Web server IIS Apache, IIS Apache, IIS. 5 GUI Based on GUI browsers. Based on GUI browsers. Based on GUI browsers. 6 Character Encoding Unicode for Language Computing Support ISCII UNICODE UNICODE 7 Standard support Support internationally known standards such as MARC 21, CCF, AACR2, LCSH. MARC 21 and AACR2R(selected authority fields) a)Industry standards: Z39.50, UNIMARC, ISO2709, MARC21 b)Technical standards: the OPAC is valid XHTML, and respects the standards o accessibility c) web standards recommended by the WWW Consortium. 8 Database MSSQL, MYSQL Software can be used with either SQL Server, ORACLE, or MySQL as a back-end RDBMS with ODBC compatibility. Koha uses a dual database design that utilizes the strengths of the two major industry-standard database types (text-based and RDBMS). This design feature ensures that Koha is scalable enough to meet the transaction load of any library, no matter what the size of the library. 9 Data import /export data exchange through ISO-2709 standard CCF(ISO-2709), MARC(ANSI-Z39.x) data exchange through ISO-2709 standard 10 Acquisition Module yes yes yes Catalogue Module yes yes yes Circulation Module yes yes yes OPAC Module yes yes yes Serial Control Module yes yes yes Administrati-on Module yes yes yes 11 Training and manual An extensive training in SOUL will be provided to the library staff on site upon its installation by Inflibnet staff Only user manual is available, system manual (such as installation and configuration of server not provided) system manual kept hidden or not provided so that AMC (Annual Maintenance Contract) can be taken from libraries. Full training and manual is provided 12 Support Team National and Regional Soul coordinators are appointed for this,free support is provided Costly only on the basis of AMC(10 to 20% of total costs) charged from the libraries Only online discussion and support is available free of cost 13 Price 20-50 thousand. No AMC 4 to 5 lakhs and 10-20% AMC. Free 14 License No other commitment, what is their in it may be used Bias with developers and distributors, even committed things are not yet done properly at various places where it is in use. General Public License 15 Latest Release SOUL 1.0 was released during CALIBER 2000. The latest version of the software i.e. SOUL 2.0 released by the end of the year 2008. 3.2 (October 2010) 16 Nature of developing organization Non for profit or government Commercial Developing under open source category. 8. CONCLUSION As it was mentioned earlier that the success of library automation mostly depends upon the nature of the software it is used for. Therefore it is necessary for any library information center that they choose the software very carefully. The management must discuss about how the software matches the librarys requirements, product quality, cost factor, various features of the software, its functions, installation date and time duration of installation, staff training, support services, licensing, used standard etc. Here we discussed about these 3 software and it can be said that as in Koha the source code is open so the users are free to innovate and improve the software to meet their needs free. Innovation also means that open source software has much faster development cycles when compared to proprietary and commercial software. Because as the source code is open so it can be improve again again. But this is not possible in the case of other 2 software. LIBSYS is so costly (around 4-5 lakhs). So it is not possible for a small library to adopt it. But in case of a big library where money is not a big issue for their LIBSYS is appropriate. Because data entry, searching procedure is so much easy in LIBSYS and also when technical support is needed for application of the software in the library LIBSYS always provide it. Although SOUL is not so costly but it required a large technically strong manpower. So SOUL is appropriate for a big library who can provide manpower but at the same time they have not enough money to effort LIBSYS or some other costly software. Although SOUL has a college version also. And for a small library which can not afford money but they are intendent to make their services and operational functions automate and even they have not also manpower ability. For them KOHA is the only option. Even though wide range of Library automation softwares are available , it is necessary for librarians to keep watch on the developments and to choose appropriate software package depending on their needs.

Characteristics of System Modules

Characteristics of System Modules Identify and report the names , purpose and characteristics of system modules such as mother board, power supply, CPU, Memory modules, storage devices, display devices, adaptor cards, ports and cases in the given machine.(10 marks) Name: Mother Board (P4-GA-EP45T-UD3LR {775/DDR3} w/Sound+LAN) Purpose: The purpose of mother board is to guide the computer do computations. It has buses, or electrical pathways to allow data to travel between the various components that include in a computer and it have two-chip layout that can perform with lower power consumption. Characteristics: It is the basic system of the electronic circuit of computer and all the components for the computer system are glued on it with its various slots and connectors. Moreover, CPU, panel connector slots, memory cards, the adapter cards, DDR slots, AGP, AMR and PCI slots, north and south bridges are glued on it. The back panel ports stick through the back of the case. fig 1.1 Motherboard Name : Power Supply ( ATX power supply with 550W ) Purpose: The purpose of power supply is to deliver electrical power for every connector in the system board and its expansion converter of AC current voltage to DC current voltage. Characteristics: power supply is the converter of AC current voltage to DC current voltage and it has 24 pin or 20 pin and 4 pin. Power supply of 24 pin and 20 pin is to provide motherboard and 4 pin auxiliary is for CPU fan. Name: CPU (Intel Core 2 Duo 2.93GHz {3 MB / 1066 / 775 LGA Socket}) Purpose: The CPU, the brain of the computer, is to receive data from user and it reads, interprets informations and executes commands. Characteristics: In a PC, the CPU uses its ALU (Arithmetic/Logic Unit) to carry out mathematical operation and it can change location data in memory to another address fig1.2_CPU Name : Memory Modules( DDR2 RAM 2GB 240pin 800 MHz Kingston ) Purpose: It enables computers to work faster because all the information processed by the CPU is written or read from memory, Characteristics: Memory module is a board used to refer to a series of dynamic random access memory integrated circuits modules mounted on a printed circuit board and designed use in personal computers, workstations and servers. Name : Storage Devices (such as Floppy, Hard disk, Tape, CD, DVD drives) Purpose: It can save data permanently from temporary data storage by optical and magnetic methods. Characteristics: Major magnetic devices (floppy disks, hard disks, and tape) are rigid disks that are permanently sealed in a non-removable, vacuum- tight portion of the drive unit. With the optical media (CDs, DVDs), data is stored digitally on a light-sensitive material by a powerful, highly focused a laser beam. Name : Monitor (19 LCD Color Monitor(View Sonic wide view 1932 wm with DVI+LED) Purpose: Monitor is the device to display the videos and graphics information generated by the computer through the video card Characteristic: Monitors are similar to televisions but display information at much higher quality. There are two kinds of monitor. They are CRT (Cathode ray tube) and LCD (Liquid Crystal Display).LCD monitors are much thinner, and less power consumptions than CRT monitors Name : Adaptor Cards Purpose: is to enable our computer to communicate with another peripherals such as monitor Characteristics: Motherboard Graphic Adaptors are low cost flat panel display interface card to use on board. Name : Ports Purpose: It is used to connect with electrical devices that need for personal computer system. Characteristics: It is the place where the devices needed to insert in motherboard for a computer. And there are many ports on following. Ports Name Pins Inserted Particles PS 2 6 pins Key Board, Mouse Serial 9 pins modem, mouse, joystick Parallel 25 pins printer VGA 15 pins monitor USB 4 pins mp3, memory sticks, etc. RJ 45 8 pins use to connect with network Name : Cases Purpose: It is the box or tower which can enclose the main components of a computer such as motherboard, power supply, drives and many peripherals. Fig 1.3- System unit and Casing Characteristics: Cases are usually constructed from steel, aluminium or plastic is sometimes used. And it is the largest component in computer system. Tower cases come in mini, mid and big towers and intended to stand on the floor. There are the capacities for CD-ROMs, floppy disk, hard disk drives. I/O ports can insert in back panel shield. Moreover, Cases are more than 14 inches tall. Task 1 b) Identify the names, purposes and performance characteristics of the standardized peripheral ports in the machine such as Serial, USB, Firewire, DB, RJ, Din, Mini-DIN, Centronics, Associated cabling and their connectors.(10 marks) Fig1.b Name: Serial Port(9 pin) Purpose: It is to provide a standard connector and protocol to let our attach devices, such as modems, to our computers Performance characteristics: It is the basic external connections to a computer and Integral part of most computers. The serial port completely in support of USB connections, most modems still use the serial port, and in some printers, PDA and digital cameras. Name: Parallel Port Purpose: It is to connect the PC with printer, external CD drives, Zip drive, external hard disk drive, or tape backup device. Performance characteristics: The parallel port can sends data simultaneously over 8 data lines at speeds of12,000 Kbps. Name: USB (Universal Serial Bus) Port Purpose: It can allow data to transfer between electrical devices and supply electrical power to that devices from cable without own power source. Performance characteristics: USB port is depended on by some devices to get power or charge their battery. Moreover, USB for connecting on personal computers and equipments such as network adapters, broadband and cellular modems for Internet access and USB printers to be shared on a home network. Name: Firewire Purpose: FireWire is to connect data storage devices to anything from TVs or even professional Video recording apparatus because of its high data transfer rate, its perfect for transporting video and digital playback device to a digital recording device. Performance: FireWire can provide more power than USB 2.0 and can deliver data faster. And most satellite TV and digital receivers for cable have a Firewire output and this port can recorded programming to a PC in its original MPEG2 format. Fig: 1b.1for FireWire on popular digital cable terminal used today. Name: DB Purpose: Data Bus is connections between and within the CPU, Memory, and many peripherals that used to carry data. Performance: There are 2 types of data bus, they are data bus and address bus. The data bus is the media that transfer data and address bus transfer information about where the data should go and let to be transferred data faster. Name: RJ (Registered Jack) Purpose: It is the port for twisted pair cable called LAN (local area networks), especially Ethernet or RJ-45 that can link with MODEM or Ethernet Switch. And Modem RJ-11 connectors are also to connect some types of LANs with modems. Fig 1b.2 RJ-45, RJ-11 and Ethernet switch Performance Characteristics: RJ-45 looks similar to RJ-11 that used for telephone equipment, but RJ-45 are a bit wider than RJ-11. Moreover, RJ-11 is connector that has a four or six wire connectors that used to connect telephone equipment. Name: Din Purpose: It is used in AT style of computer. DIN connectors held in place by the friction of the connector body and by pins. And it is used in PC keyboards, MIDI instruments, and etc. Performance characteristics: DIN connectors are round, with pins arranged in a circular pattern. Name: Mini-Din Fig. 1b.3 Purpose: It is the another type of DIN connector Performance: MINI-Din connectors are 9.5 mm in diameters and come in seven patterns that in the form of number of pins from 3 to 9. Name: Centronics (printer port) Purpose: Centronics port shows the bi-directional version of the port, which allows the transmission and reception of data bits at the same time. Performance Characteristics: It has 36 pin connector to connect the PC with printer. That can flow data with maximum 4 megabytes per second for faster printing and back channel status and management. And new standard of Centronics port can connect scanners, tape drives, Hard disks, computer networks adapters and other devices. Task 2 List the 3 most popular types of mother boards, their components and their architecture (6 marks) Types of motherboards XT (Extended Technology) AT (Advanced Technology) ATX (Advanced Technology Extension) The components include in motherboard are The CPU, the busses, Chipsets (controllers), sockets, connectors, etc Architecture of motherboard The motherboard is a board covered with electronics and it is just a big plastic sheet which is full of electrical conductors. And the conductors (tracks) run across and down, and in several layers in order to connect all the individual components, and transfer data between them. The cabinet and the motherboard are made to satisfy each other, so there are holes in the metal for the connectors mounted on the board. Finally, the motherboard has to be linked to the PCs power supply installed in the cabinet. b) Identify the purpose of CMOS memory in your PC and list out what it contains. Describe how and when it is necessary to change the CMOS parameters (6 marks) The purpose of CMOS in PC CMOS (Complementary Metal Oxide Semiconductor) is situated in BIOS chip It requires very little power and it can be powered by a small battery thats integrated into the motherboard hold data It will be automatically recharges while the computer is on. CMOS MEMORY contains Standard CMOS Setup Program BIOS Features Setup Program Power Management Program PNP/ PCI Configuration Program Load BIOS Defaults Program Load Setup Defaults Program Looking about Integrated Peripherals Supervisor Password User Password IDE Hard Disk Drive Auto Detection Hard Disk Drive Low Level Format Save and Exit Setup Program Exit Without Saving Program CMOS Parameters can be changed in CMOS Setup Program and this program can be entered by pressing the DEL or F2 key continuously during the Window Program is started to run. In Most Motherboards that have jumper which allows the user to return to the default CMOS setting configured by the manufacturer in CMOS restore to factory defaults. This is useful because when you cannot enter the CMOS Setup Program because of the incorrect CMOS setting or Lost CMOS Setup password. So, that make sure the power is completely off when you shorten the jumper. c) You are required to use two different types of Printers and list the following information derived from each printer: i) What are the printer technologies, interfaces and options for upgrades available for your printers (4 marks) ii) What are the 2 common printer problems which you can expect from our printers, list our remedies for the problems using appropriate references? (4 marks) Two different types of Printers are Serial Printer Page Printer In Serial Printers, Two Groups can be categorized as follow: Impact Printers (Using Ribbon) -Dot Matrix Printers b) Non- Impact Printers (Using Toner Cartridge) -Thermal Printers -Ink Jet Printers In Page Printers, Non Impact Printers Laser Printers (Mono chrome, Color laser) Interfaces Of Printer: It is a collection of hardware and software that allows the printer to communicate with a computer. It can make some printer more flexible in multiplatform environment. If the printer has several interfaces, it can usually exchange between them on the fly so that several computers can print at the same time. Reference from: A+ Fast Pass written by David Groth Options for Upgrade: Resolution Of Printer can be measured as DPI (dots per inches) Printer Buffer Two Common Printer Problems Paper Jam Cause of Toner drum on laser printers Remedies for Printer Problems If the is jammed, the first work is to pull out any remnants. Even the smallest piece of paper could cause the problem so check your printer carefully. If the problem is related with toner cartridge, check to see your printer toner cartridge that is empty or low. So, the solution is to refill the toner to your laser printer and this problem is depending on time and you must check once a year for your printer. Moreover, the major problem is the ink will dry out in the small nozzles and block if they are not use at least once a week. Task 3 For this task and subsequent task you need to set up a small Windows XP network using at least 3 computers. Produce a report with appropriate screen capture evidencing your practical work and covering the following information: Identify the types of network cables, their characteristics and the connectors which you will use for the network.(5 marks) Types of Network Cables Characteristics Connectors that use for the network Unshielded Twisted Pair (UTP) Cable It consists of several pairs of wires twisted in the insulated jacket and found in 10/100 Base T Ethernet networks. Topology: Star RJ 45 Coaxial Cable (RG) Suitable for most LANs communications that consists of copper wire sealed by insulation and metal foil shield Topology: Bus RJ 58 (use for 10base2 (Thinnet) Ethernet),RJ 8(use for 10base5 (Thicknet) Ethernet), Fiber Optic Cable A thin, flexible glass fiber covered by rubber coating and provides transmission speed from 100 Mbps up to 1 Gbps and a maximum distance of several Miles. Topology: Star ST/SC ST a barrel-shaped connector SC- square type connector Shielded Twisted Pair (STP) Cable 10 Mbps to 2 Gbps for Ethernet, 16 Mbps for Token Ring Topology: Star or Ring RJ 45 for Ethernet, IDC/UDC for Token Ring (IDC-IBM data connector, UDC-Universal Data Connector) Research and list five different technologies available for Internet connectivity for your network and list their strengths and weaknesses. (10 marks) 5 different technologies for Internet Connectivity DIAL-UP Dial up internet uses a modem and dial-up networking (DUN) in Window to establish a connection between a PC and an Internet Service Provider (ISP). It uses standard telephone lines and ties up the phone while it is operating. Dial-up speed is limited to between 52 Kbps and 56 Kbps. ISDN (Integrated Service Digital Network) it is a special type of phone line that is able to carry data faster than a regular dial-up. It also has a separate voice channel, so you can place voice calls while connected to the Internet. It requires special phone lines from the phone company. ISDN is a dial up connection and uses dial up networking. However, it establishes the connection much more quickly than a standard dial-up, usually within 5 seconds. ADSL (Asymmetric digital subscriber line) It enables Internet using existing copper wired telephone networks. It uses the main concept of DSL technology and it works by splitting the existing telephone line signal into two: one for voice and the other for data. ADSL is asymmetric as it uses most of the channel to transmit downstream to the user and only a small part to receive information from the user. http://homepages.uel.ac.uk/u0113650/DSLBASICS.html FIBER CONNECTION It can transfer data via light waves. And data transmission is incredibly fast. They are made from glass or plastic fibers in the core of the cable surrounded by a cladding layer (designed to reflect light back towards the core) and a buffer coating, BROADBAND internet access Broadband has a high rate data transmission and minimum speed that users can get is 256 Kbps. Broadband uses lower-bitrate transmission methods. Broadband technologies supply double rate than Dial-up modems and generally without disrupting telephone use. Strengths and Weaknesses for Internet Connectivity Kinds that use for Internet Connectivity Strength for using this technology Weakness for using this technology Dial-up . Cheapest type of Internet connection . Low price . Lower speed than any other . Discomfort of typing up phone line ISDN . Call setup is very quick . Low retrieval time . Can carry data and voice at the same time and voice clearness is incomparable . ISDN routers and modems are more expensive than any others . Data connections are not available in all locations ADSL . High speed connection . Use of phone line while connected . Faster download than upload . Line testing takes a long time . Home user is contented at 50:1 by sharing your 512 Kbps with 49 other people, giving you 10 bps. Fiber connection . It can transmit data over long distance without much data loss .. . Can cost more price than broadband connection cost . not susceptible radio frequency Broadband . Maximum transmission speed is 4 Mbps . Transmission capacity is faster than Primary ISDN . Bandwidth is not always reliable for customer . Not sufficient enough to provide good video quality. c) List the 5 networking capabilities of Window XP (5 marks) 5 networking capabilities of Windows XP Internet Connection Firewall (ICF) When your computer is connected to the Internet or other route for the network, there is a threat of not permission attack to approach your computer data. If the computer is connecting the external network, a Firewall can protect your home network versus the danger of unsafety network jammed to pass. Network Setup Wizard Window XP introduces us with a Network Setup Wizard for easy using of Setting up your network and it use to configure the Internet connection on your network, and supply the Internet Connection Firewall. Moreover, it can be run on the Window 98, Window ME and Window XP computers on your network using the CD or a floppy disk. Network Diagnostics Features Network Diagnostics features help diagnosing network problems increase people who is setting up small networks. The features of The Network Diagnostics Web Page and NetSh helper, Network Connections Support Tab, Network Connection Repair Link, Task Manager Networking Tab and Updated Command Line Network Diagnostics Tool, enable troubleshooting of various problems by the users. Point-to-Point Protocol over Ethernet (PPPoE) Window XP creates connections using Point-to-Point Protocol over Ethernet (PPPoE). By using this Broadband modem, LAN users can have high-speed data networks. And PPPoE provides separate connections for each user to a remote server. In addition, it also enables your internet connections join smoothly with Internet Explorer and other Window Applications. Wireless LAN Enhancements Window XP deploys some features and enhancements about Wireless LAN networks and these enhancements are summarized as follow. Enhanced Ethernet and Wireless Security (IEEE 802.1X Support) Wireless Zero Configuration Fig.3 c.1 showing about internet connections Task 4 Task 4 For this task you need to do a fresh install of Windows XP (or later operating system permitted by your tutor) on a computer. Prepare a report evidencing your practical work covering the following questions: List out the names, locations, purpose and contents of any 10 Windows XP (or later versions permitted) systems files.(10 marks) By this question, I need to install a Window XP (Service pack 2); I insert a Window XP installer disc into my CD drive. When the CD is read, the monitor screen shows the following messages. Fig 4a.1 By this message, I pressed any key such as Space, Enter, Backspace, etc Fig 4a.28 So Finally, The Window XP installation was finished and the wallpaper and Recycle Bin icon is display on the screen. Simple Reference: From Practical Room List out the names, locations, purpose and contents of any 10 Window XP (or later versions permitted ) system files (10 marks) Names of 10 Window XP system files Location: All system files are located in C: Window XP file Purposes of system files NTLDR : It usually run on primary hard disk drive and the purpose is to loading the boot process for Window NT operating system including Window XP, Window Server 2003. NTDETECT.COM : is used on computer that has BIOS firmware. In Windows Vista and later Operating Systems, NTDETECT.COM is now only to supports ACPI (Advanced Configuration and Power Interface). IO.SYS is an essential part of MS-DOS and Window 9x because it contains MS device drivers and DOS initializing Program. And it can initialize the device drivers into memo MSDOS.SYS It is a hidden system file created on the root of the boot drive. It can changed the PC environment by replacing the file contents [Paths] WinDir=C:WINDOWS WinBootDir=C:WINDOWS HostWinBootDrv=C [Options] BootGUI=1 Network=1 BootMulti=1 CONFIG.SYS can set up the memory managers in the system. It can load files, mostly TSRs and devices drivers, in turn(console, disk, serial port, etc BOOT.INI: is to protected from user configuration by having the file attributes such as system, hidden, read-only. To manually edit it AUTOEXEC.BAT contains DOS commands that executed automatically when a PC boots . This locates in the root directory of the hard drive of the computer and is used to set defaults to run programs that should be executed during setup. Contents: PROMPT $P$G COMMAND.COM is the default operating system shell file for DOS operating system and the default command line interpreter on DOS-based 16/32-bit Window versions of 9x and Me. NTUSER.DAT : it is to set the default language to instead of English and can edit file to correspond to the new language BOOT.INI it is a text file available on the computer. And it is fetched by NTLDR and displayed as OS options. Contents: [boot loader] timeout=10 default=multi(0)disk(0)rdisk(0)partition(2)WINDOWS [operating systems] multi(0)disk(0)rdisk(0)partition(2)WINDOWS=Microsoft Windows XP /fastdetect C: = Microsoft Windows b) Use the following tools in Windows such as Microsoft Management Console (MMC), Event Viewer and Task Manager on the system. List out the practical uses of these tools. (10 marks) Microsoft Management Console (MMC) Fig 4b.1 First, if you want to enter the Microsoft Management Console, youll enter RUN (win key + R key) program and type MMC. And then MMC program is opened. Fig 4b.2 In Fig 4b.2, there is no program in console root and if you want to add or remove snap-in, go to the File Text Menu Bar (Ctrl+m). You can add the programs that you want to do in the same time and you can click Remove button to remove the program that you dont want to do. Fig 4b.3 Fig 4b.4 shows that you can choose the programs that you want to do and Click Add if not you can click Close Button to exit from the program. Fig 4b.4 The above example shows that the user chose the Device Manager Program to add to the Console Root. And he clicks Add. Fig 4b.5 And the message box shows on the screen to choose the kind of computer (local or another) and the user chose local computer. Click Finish to save the program in add or remove snap-in. Fig 4.6 This above Add/Remove Snap-in box shows that the program that you already add and if you want to add second program, you will click Add button for next time. Fig 4b.7 Fig 4b.7 shows that the user seems to add Disk Defragmenter, Disk Management (Local), Event Viewer (Local), Device Manager on local computer. And the picture is clicked Disk Defragmenter program. Fig 4b.8 The picture shows the Console1.msc file is saved in desktop. Fig 4b.9 Also the Console1.msc file is saved on the desktop on the screen. So, you can also see the Console1.msc file on desktop. And so, u can be use Disk Defragmenter, Disk Management (Local), Event Viewer (Local), Device Manager on local computer by clicking the Console1.msc file. Event Viewer Fig 4b.10 If you want to use event viewer software program, press Window key+R and type eventvwr and click OK. Fig 4b.11 In event viewer software program, you can see the application, Security and System software icons. Fig 4b.12 When you click Application list, you can see what happen in your Computer Operation System such as Informations, Warnings, and Errors when the computer is running. Fig 4b.13 And system list shows how many events occur date by date such as Errors and Information. Fig 4b.14 is as same as Fig 4b.13 In above picture is about System Properties and it can be opened by clicking right click on system icon. Fig 4b.15 In the box of System Properties, the user can adjust the Maximum log size, overwrite events date and clear log manually. Fig 4b.16 Fig 4b.16 shows that the user can change the Event types if the only he wanted by clicking right click and go to view and then click filter. And click OK to show them or click Cancel to get back to the Menu. Task Manager If you want to enter the Task Manager Program, press Window Key and Run key to enter Run Program and type as taskmgr. Fig 4b.17 The above message box is showing that which applications are running on the OS and has Applications, Processes, Performance, Networking and Users icons. Fig 4b.16 The above picture shows that if you want to close Windows Messenger, select it and click right click and choose End Task. Fig 4b.17 And this above picture is about if you want to open the program (eg. Window Media Player), click New Task to create New Task. Fig 4b.18 Moreover, the user can look which program takes how much memory usage in Process Option. And if you want to close Window Media Player click end process to close. Fig 4b.20 And in Performance option, the user can see the CPU and PF usages and histories. Moreover, In Networking option, the use would see the Connection between Local Area Network. Fig 4b.21 In user list, the user can see that how many user accounts in there. And he can disconnect or log off the Administrator (user) account. à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦. c) Install two new devices after you have installed the Operation system and list out the procedures which you used for adding and configuring the devices drivers. (10 marks) I installed the Printer after you have installed the Operation system. Installation of Printer First, connect the data cable with Printer port. Fig 4c.1 And, go to the control panel and click the Printer and Faxes. Then, click Add a printer dialog-box. So, the screen shows the display box Welcome to the Add Printer. And then click Next to continue. 19th August, Thursday at 9:48 AM. Fig 4c. 2 And the message box shows that you need to choose local or network printer. If you want to share a printer, chose network printer. But you must have a printers driver in computer. So choose local printer for the users computer only. 19th August, Thursday at 9:49 AM. Fig 4c.3 Select printers port such as LPT (Recommended Printer Port/Parallel Port), COM (Serial port), USB port, so chose USB port. Fig 4c.4 I think you need to choose the manufacture and models of your printer. If you dont have printers model, click Have Disk button and choose and assign as HP and add as HP Deskjet 2200 series. Fig 4c.5 Choose either share the printer or dont share the printer. So choose dont share the printer. Fig 4c.6 So, finished the installation of printer. 19th August, Thursday at 9:55 AM. Fig 4c.7 At the end of the installation of Printer, your installed Printer is in use. Moreover, if you want to share this printer, click right-click to the sharing of printer. Fig 4c.8 And in the Sharing Tab, you need to choose Share this printer. 19th August, Thursday at 9:59 AM. Fig 4c.9 At the end, the installation is finished and the printer is ready to use now. 19th August, Thursday at 10:00 AM. Installation of Scanner Fig 4c.9 First, I mounted the scanner to USB port then the message box shows Found New Hardware and I clicked the right click to My computer icon and then choose Properties to see the property of scanner. 17th August, Tuesday at 12:37 AM. Fig 4c.10 In Hardware tab, I click the Device Manager to see for the scanner installation. 17th August, Tuesday at 12:38 AM. Fig 4c.11 In Device Manager Option, the new scanner program is showing Question Mark as unknown device or other device. 17th August, Tuesday at 12:38 AM. Fig 4c.12 For the first step, I go to the My computer program and then click the Canoscanner icon to open. In second step, I chose the Setup to Install the scanner. 17th August, Tuesday at 12:41 AM. Fig 4c.13 And the CanoScan Message Box is shown to install the scanner and then some software installation notes is shown as to know. 17th August, Tuesday at 12:42 AM. Fig 4c.14 And the message box shows that the check marks will be installed and remove the check mark if some program is not unwanted by clicking next time to unwanted program. And click Install to install the marked program and click Back to go back to the main menu. 1