Factors Affecting Students Interest in Biology - 3740 Words

Science Education International Vol. 17, No. 1, March 2006, pp. 31-48 Factors Affecting Junior High School Students’ Interest in Biology1 RICARDO TRUMPER (rtrumper@research.haifa.ac.il), Faculty of Science and Science Education, Haifa University, Israel ABSTRACT Our study, conducted as part of the ROSE Project, on students interest in biology at the end of their compulsory schooling in Israel, and its relation to their views on science classes, out-of-school experiences in biology, and attitudes to science and technology, showed that their overall interest in learning biology was relatively positive but not high; girls showed greater interest in it than boys. Students interest in learning biology correlated closely with their†¦show more content†¦1064). Their comprehensive literature survey shows that one of the main motivators of genderrelated research in science education is the fact that there are few girls in technical and science-related occupations, while more qualified personnel are needed. Israel took part in the Second International Science Study (SISS) in 1983-1984. In this study, 82% of the ten-year-olds and 66% of the 14-year-olds said that science was interesting. Among the 17-year-old students who elected to s tudy science for their matriculation examination, 72% found the study of biology interesting, while only 48% Students Interest in Biology 33 found the study of physics interesting (Tamir, Levine, Lewy, Chen, Zuzovsky, 1988). Shemesh (1990) found that Israeli junior high school girls tended to be more interested in languages, social studies, and humanities, while boys were more interested in science and technology. Furthermore, boys interest in science and technology increased with age, while older girls became less interested. Likewise, the USA Department of Education (1997) reported that, while male and female seventh and tenth graders had similar positive attitudes toward science, high school seniors demonstrated a greater difference in these attitudes. Unfortunately, these less favourable attitudes ofShow MoreRelatedDo You Have Research Experience?. Currently I Am Employed1054 Words   |  5 PagesCurrently I am employed as a Biology laboratory technician, through a program called Building Infrastructure Leading to Diversity (BUILD). The BUILD program is an NIH Funded program, which I will be working under from June 1, 2016 till May 2017. Through this position I am a full time staff member at Xavier University of Louisiana and have worked approximately 677.5 hours from June 1, 2016 through October 4, 2016. Prior to this I was employed as a student researcher in the Biology department from June 1Read MoreThe Role Of Socioeconomic Status And Behavior As Determinants Of Health999 Words   |  4 Pagesso I understand the role of socioeconomic status and behavior as determinants of health. This inspires me to pursue a career in public health where I can help to control epidemics in Africa and other underserved communities worldwide. My career interest is to work in conjunction with non-profit organizations to research the etiology of diseases, distribution, and preventive measures, and to increase public awareness through health education. My ultimate goal is to team up with health professionalsRead MoreEssay on My Path to Public Health1267 Words   |  6 PagesMy interest in public health stems from my interest in healthcare. While growing up, I have seen family members suffer from maladies and were later able to, through the attentive care of the skilled physicians, enjoy life more freely. 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Addiction The American Society Of Addiction Medicine (...

Addiction is a problem that is misunderstood by many people. One of the reasons it is so misunderstood is because there is no real consensus as to what addiction really is due to Satan’s lies as to the true nature of addiction. Many people consider addiction a disease. The American Society of Addiction Medicine (ASAM) states â€Å"Addiction is a primary, chronic disease of brain reward, motivation, memory and related circuitry†. However, Psychology Today questions whether addiction is a physical disease or a mental illness. One might logically assume that an illness is a disease, whether it be physical or mental in nature. In fact, to the average person, there would be little discernable difference. If†¦show more content†¦The definition of the disease would determine who would best be able to cope with, or cure the disease, or if it could be cured at all. For instance, according to the ASAM addiction is a chronic disease. The definition of chronic is â€Å"marked by long duration or frequent recurrence†. Therefore, one could conclude that addiction is not curable, but will recur over time. The true definition would actually look at the root cause of any addiction. It would make sense from a theological perspective that since sin is the root cause of addiction, and sin can be cured, addiction, too, can be cured. The next step, of course would be to test the hypothesis. Ephesians 5:18 states â€Å"And be not drunk with wine, wherein is excess; but be filled with the Spirit†. This verse determines that alcoholism would be sin because it goes against the teaching â€Å"be not drunk with wine, wherein is excess†. Paul tells the church at Philippi in Philippians 4:5 â€Å"Let your moderation be known to all men†¦Ã¢â‚¬  One could conclude that moderation in all things preclude any type of addiction which would be the exact opposite of moderation. One could go on to conclude, therefore that addiction is sin. Sin is curable. In fact, not only curable but sin has been purged (Heb 1:3). Satan does not desire people to recognize this fact. If Satan can convince everyone that Moore – 3 addiction is an incurable disease the addict would

Should Mental Illness Be Taken Into Account in Determining Punishment Free Essays

The penal system has been no help in alleviating the stigma attached to mental illness, routinely and historically treating mentally unstable inmates with just the same harsh approach as their criminally insane counterparts. Indeed, the distinction between these two populations is significant; however, authorities have long been reluctant to entertain such a concept. Similar to the treatment availed to them in institutions, mentally ill inmates have a history of being shackled, beaten and deprived of the most basic human needs. We will write a custom essay sample on Should Mental Illness Be Taken Into Account in Determining Punishment or any similar topic only for you Order Now One might readily argue how state and federal penitentiaries exist for one reason and one reason only: to lock up the criminal and throw away the key. The conspicuous absence of rehabilitation programs speaks to the attitude society openly harbors about its convicted felons – keep them out of sight forever. Only recently has the idea of rehabilitation over incarceration been considered throughout contemporary correctional institutions as an alternative toward addressing the imprisoned mentally ill, a population many believe are deserving of this option because of their blatant lack of free will in making morally responsible choices. The perpetuation of criminal activity, coupled with the severely limited resources availed to the state and federal criminal justice system, has made it almost compulsory for the penal system to implement comprehensive mental health programs not only to help alleviate prison overcrowding but also to rescue those inmates who do not belong in the penal system. Most people like to think that human beings possess free will, at least with regard to a wide range of actions. In contrast, however, some believe that certain people lack the aspect of free will. Many great theorists have contended that the reason some people may, indeed, lack free will is not so much due to the determined nature of their choices and behavior, but rather due to the fact that their behavior is not responsive to their choices in such a manner as to reflect those who do possess free will. When examining this viewpoint in further detail as it relates to mental illness playing an integral role in punishment, it is important to consider whether or not an individual can truly possess free will while at the same time having one’s choices and behaviors determined by a greater force, as well. When one attempts to distinguish the principle essence of such theorists as David Hume, it is essential that one understand the difference between free will and determinism. When one is cast forward by ay of determinism, it is as though one has absolutely no control over the various and sundry occurrences that take place during one’s life. Free will, on the other hand, speaks to the concept of having full authority over one’s aspirations and ultimate direction, reflecting the exact opposite of those ruled by determinism. Having grasped the difference in meaning, the student may then want to argue that Hume’s position was more than significantly biased toward the concept of determinism. One might readily surmise how an individual whose life is ruled by determinism could realistically become void of any moralistic tendencies, inasmuch as one can claim that responsibility for any action would not fall upon the individual but rather the fateful path his is forced to follow. The manner in which this concept relates to Hume’s radical principle is such that one might not be compelled to fight his own destiny, choosing instead to follow a path that is not always pristine and virtuous. The message that Hume is trying to convey is one of responsibility – all man’s ideas come from impressions of things that have occurred before. Contrarily and without assuming responsibility for one’s own actions in light of this assertion, the world would be nothing if not a jumble of adulterated confusion. By acting upon a basis of Hume’s principle, one effectively relinquishes all accountability for his actions and – in the case of considering mental illness when doling out punishment – does not deserve the option of rehabilitation over incarceration. A world without moral liability, according to Hume, is certainly no place for a civilized being. â€Å"There is a species of skepticism, antecedent to all study and philosophy, which is much inculcated by Descartes and others as a sovereign preservative against error and precipitate judgement. It recommends a universal doubt, not only of all our former opinions and principles, but also of our very faculties; of whose veracity, say they, we must assure ourselves, by a chain of reasoning, deduced from some original principle which cannot possibly be fallacious or deceitful† (Hume PG). Characteristic of humanity’s constant quest for the concept of meaning, the journey of understanding has come to represent myriad things to myriad people, ultimately rendering any universal explanation virtually impossible. The problem with meaning as it relates to free will’s impact upon one’s moral responsibility is attempting to successfully pinpoint a single yet comprehensive connotation to its overall concept; however, this cannot be achieved as long as any two individuals harbor decidedly different interpretations, which is usually the case when debating this highly controversial subject matter. Critics have long questioned the theory of free will existing within the shadow of determinism, arguing how difficult it is to realistically determine if people exhibit certain behaviors out of fear of consequence or because they have the power to take control of their own lives, often causing them to become neglectful and unwise. Unlike other living beings, for what is possible is pretty much fixed by instincts and reflexes, one may argue how people initiate much of what they do, whether that means for better and for worse. Clearly, the connection one might make between free will and behavior based upon Hume’s conjecture leads one to believe that people are much more likely to act out in such a manner that is motivated only by their personal desire to do so, rather than depending upon automatic reaction or stimulation. â€Å"The skeptic, therefore, had better keep within his proper sphere, and display those philosophical objections, which arise from more profound researches† (Hume PG). Society has not been very successful in addressing its mental illness problem; one only has to witness the nation’s tremendous homeless population, obtain criminal justice statistics and examine the number of people currently taking psycho tropic medication in order to underscore the prevalence of mental illness. Understanding the origins of mental health is paramount to gaining further understanding of how to address punishment issues directly associated with mental illness, which requires the examination of myriad cultural and genetic elements that have been suspect in the study of human behavior. Recognition and treatment of mental illness has undergone a tremendous metamorphosis over the past three centuries, with the very definition of â€Å"insanity† having encountered a most significant evolution. What was sane and what was normal was completely left open for interpretation by the powers that be, ultimately sealing the fate of many a mentally unbalanced individual whose only crime was chemical disparity. Institutional inmates were forced to live out their lives in formidable surroundings where they were cloistered in small, dark, dank rooms accommodated with one floor mattress for some half a dozen people. Chained in place, the inmates were forbidden to enjoy any of what one would consider necessary daily elements for sustaining sound mind and body: fresh air, sunlight and nutritional sustenance; along with regular beatings, the unfortunate victims of ignorance were deprived of virtually every common decency known to man. A handful of professionals from the medical community sought to defend the legitimate nature of insanity and tried to explain the need for medical attention; however, their attempts fell upon deaf ears, and their reputations were immediately tainted. The mentally ill were lumped together with the criminally insane, with officials making no distinction whatsoever between the two, inasmuch as the former â€Å"were not recognized as sick people and were accused of having abandoned themselves to shameful and forbidden practices with the devil, sorcerers and other demons† (History of Mental Illness). Ancient Egyptians understood the inherent connection between the body and mind, supporting the notion that if something was amiss in one’s life it could easily cause one a bout of mental instability. Their approach was simple and straightforward: talk it out and rejoice in religion. The combination of these two elements was believed to empower the individual with internal strength that would ultimately overrule the continuation of any mental imbalance. Similarly, Aristotle and Socrates – the logical beings that they were – also recognized mental illness for what it truly was and prescribed such cures as soothing music to help alleviate melancholia. Hippocrates followed suit by prescribing a natural vegetable diet and exercise as a means by which to overcome mental illness (History of Mental Illness). It was not until the concept of the â€Å"mind† began to overtake such simplistic approaches, along with blaming the victim for such a disgraceful downfall, that the entire notion of mental illness began to shift for the worse. Dual diagnosis presents yet another concern where mentally ill offenders are concerned, a situation where an individual is diagnosed as being both mentally ill and a drug addict. While it is wholly possible to be dually diagnosed with a different secondary disease, drug abuse ranks high on the list. Research findings indicate that mental illness leads into drug abuse, inasmuch as the mentally ill partake of recreational drugs no differently than their mentally stable counterparts. What does separate the two groups, however, is what is termed downward drift, meaning that â€Å"as a consequence of their illness they may find themselves living in marginal neighborhoods where drug use prevails† (Dual Diagnosis). In these cases, it is customary to address the drug problem before approaching treatment for mental illness. There are a number of social and environmental factors that encourage criminal delinquency – one in particular is overlooked more than the rest when it comes to, for example, juvenile delinquency: mental illness. Indeed, an adolescent who is suffering from any one of many forms of mentally illness can display myriad socially unacceptable behaviors; within this mindset, juvenile delinquency has been found to be a prevalent occurrence. Considered for decades to be a disease of the insane, mental conditions like depression that intensify juvenile delinquency have finally been recognized for the debilitating and emotionally unbalancing illnesses they truly are. With an astounding nineteen million Americans suffering from clinical depression, the disease can no longer be looked upon as nothing more than merely the blues. Additionally, another five percent are victims of occasional despondency, with one of every six people succumbing to a serious or major depressive episode at some point in life (Clinical Depression). Depression often hits the elderly more than any other age group; however, with each passing year the average age of sufferers continues to drop as depression in young people is on the rise. Indeed, mentally ill offenders have much to contend with in their own way; as such, their punishment needs to fit their mental stability. If an offender is convicted of aggravated assault yet lacks the capacity to ascertain that he actually committed a crime, then it would seem prudent that he be given the right to appropriate counseling as a means by which to overcome his tendencies. However, the implementation of the insanity plea has allowed for perfectly normal criminals to reap the rehabilitative benefits typically bestowed upon the mentally ill, which has served to compromise the very foundation of this legal loophole (Harley 45). The theoretical implications contend that far too many people are crying insanity as a means by which to evade punishment for a crime they willfully committed, knowing full well that if they can achieve an insanity status, the penalty they receive will be significantly less overall, if they receive any. Clearly, intent does not have any relevance to its determination; as such, the tactics and strategies of both the prosecution and the defense have little, if any, bearing on how insanity is determined. The implications of such a problem speak to the overall distortion of insanity, as well as illustrate how much more difficult it makes it for the truly mentally ill to secure a legitimate insanity plea (Harley 45). Re-training the mentally ill offender to become positive, contributing members of society has always proven to be a challenge for officials in charge of rehabilitation. Myriad programs have been implemented throughout history to achieve this goal but according to those in the field, none have proven as effective as the treatment approach. In attempting to put back the missing elements of a stable and productive person, such programs as behavioral therapy have been said to be instrumental in realigning otherwise maladjusted individuals as opposed to the harsh approach of boot camps and shock incarceration programs. Critics of such programs contend that such brutal methods do nothing but instigate more of the same behavior the recovery programs seek to overcome. If delinquency is â€Å"rooted in personality characteristics rather than in external forces† (Banks et al 49), then it does not make sense to employ this type of rehabilitation. Implementing behavior therapy is one way of addressing the issue of mentally ill offenders whose deviant tendencies lead to criminal activity. With the help of professional therapists, law enforcement agencies are learning the art of behavior therapy as a means by which to control otherwise unreachable mentally ill delinquents. The objective of behavior therapy is to first assess and then treat mental problems that cause people to act abnormally. The current consensus among mental health professionals is that behaviors responsible for causing distress or preventing normal functioning in daily life are considered abnormal. There is a social standard by which all members are expected to abide; however, when an individual shows a propensity for straying from that social norm, behavior therapy theories are more than likely applied to determine the problem’s origin and ultimate treatment. There exist myriad influences that can prompt a person into sidestepping what is considered to be normal behavior, including mental disorders, physical diseases and stress-related issues. Experts report successful treatment outcome and maintenance for dealing with mentally ill offenders, inasmuch as behavior therapy theories focus upon unconscious conflicts that cause anxiety or maladaptive behavior. In effect, these myriad theories represent the means by which therapists are able to assess, diagnose, treat and finally heal their mentally ill patients. News reports that usually frame mental illness in the context of violence and crime are giving rise to stereotypes which stigmatize de-institutionalized mentally ill people. Thus, the challenge facing journalists is addressing deep-rooted and largely unjustified public perceptions about mental illness and violent crimes† (Smellie 25). In order to work toward a solution to the overwhelming inadequacy of mental health resources in contemporary penal systems, grants must be both created and obtained to address the following issues: Housing the mentally ill in places other than jail and prison †¢Revisiting community mental health centers from the 1960s and 1970s †¢Assembling a task force of researchers to undertake myriad projects †¢Assessing mental health issues in minority communities †¢Exploring mental health issues in African-American communities †¢Providing a more active role by the clergy in reference to mental health issues, especially in African-American communities †¢Researching the correlation between mental health, crime and recidivism, with particular emphasis upon minority populations Conducting ongoing research for early identification programs, prerelease programs, transitional care management programs and effective parole/probation programs †¢Maintaining consistency i n all programs from start to finish (Clinical Depression and African-Americans). Clearly, continuum of care is the key for the incarcerated mentally ill, a model consisting of three distinct phases: jail/prison; community mental health programs; and probation/parole. Within this continuum resides effective pre-release programs for all incarcerated mentally ill inmates; ongoing substance abuse and literacy programs; and behavior modification programs. Activities for daily living would include employment, job training and retraining through vocational rehabilitation programs, state employment services, adult ex-offender job programs and effective communication programs; and alternatives to incarceration programs for the mentally ill and dual diagnosis. Are all delinquents created equal? Indeed, there are myriad levels of criminal activity that land offenders in jail, with a percentage of those criminals committing their crimes under the duress of mental illness. These prisoners, who many believe are deserving of severe punishment, often do not have full control of their faculties. These orphans of society are compelled by an emotional or mental imbalance that provokes them to display deviant behavior toward society and their fellow human beings. Clearly, such individuals need treatment, not prison; rehabilitative help is in order for these offenders, not a lifetime behind bars. By placing the criminal into long-term therapy, there is at least a chance of rehabilitation there likely would not be in a full security prison. To stray from the norm is to deviate from socially acceptable behavior; when one is deviant, he goes against the very essence of what society has deemed acceptable. One of the easiest things in life is to deviate from what is considered by the masses to be normal; in fact, Morpheus points out that it is often considerably more difficult to remain upon a straight and narrow path with the myriad obstacles that appear in daily life. Therefore, one can readily argue how deviant behavior has found its niche within contemporary society, even to the point of infiltrating what is considered to be a standard of normalcy; as such, appropriate corrective measures must be applied in order to expect any semblance of rehabilitation for the mentally ill criminal. WORKS CITED Banks, Terry Dabbs, James M. , Jr. â€Å"Salivary testosterone and cortisol in a delinquent and violent urban subculture. † The Journal of Social Psychology 136, (1996): 49. Clinical Depression. 25 April 2004 http://www. nmha. org/ccd/index. cfm Clinical Depression and African-Americans. 25 April 2004 http://www. intelihealth. com/specials/depression/htm DeprAfrAmer. html Dual Diagnosis: Substance Abuse And Mental Illness. 25 April 2004 http://www. schizophrenia. com/family/dualdiag. html Harley, Debra A. How to cite Should Mental Illness Be Taken Into Account in Determining Punishment, Papers

Redbox Marketing Within the Box free essay sample

Americans are an elite class of consumers. As consumers, Americans are very comfortable in knowing when a product will be needed or wanted, where to find that particular product, and how much they are willing to pay for a particular product. Consumerism has become a second nature that we seldom give much thought to the process. This desire for products can be attributed to the work put in to marketing and promoting such items. Marketing strategies put in an overwhelming amount of effort to grab the consumer’s attention, create a need or desire and develop brand loyalty. The first REDBOX kiosk was launched in 2002, inside a McDonald’s restaurant. Since then REDBOX has expanded to over 27,000 locations. Solely in part to the way the REDBOX has marketed itself, targeted current and potential customers, and created brand loyalty. This paper will discuss how REDBOX uses its product, placement, price and promotion as a part of the marketing strategy to generate millions of dollars in annual revenue. REDBOX is a â€Å"Coinstar Company that rents DVDs for a dollar a day through vending machines in more than 25,000 convenience store, supermarkets, and fast-food restaurants† (Kolter and Armstrong, 2012, p. 70). REDBOX was the first of its kind to offer affordable daily DVD rentals from a kiosk. REDBOX is still in competition with Blockbuster and Netflix in the DVD rental market. However, REDBOX is a step ahead. They realize the high cost of rental and membership fees consumers can endure, so they offer a unique distinguishing marketing tool, $1 a day rentals. Imperative to their success, REDBOX uses a sophisticated software system designed to skillfully deliver DVDs to consumers instantly at the touch of a button. REDBOX does not anticipate cutting back on its products or kiosks; instead they are diligently trying to fulfill higher demands from consumers by using the future of technology. â€Å"REDBOX operates more than 24,000 DVD rental kiosks in McDonald’s, Walmart, Walgreens, and other retail outlets. Customers make their selections on a touch screen, then swipe a credit or debit card to rent DVDs at $1 a day. Customers can even prereserve DVDs online to ensure that their trip to the kiosk will not be a wasted one† (Kolter and Armstrong, 2012, p. 504-505). Businesses are faced with a multitude of challenges, especially in the beginning development and establishment phases. The first challenge for an organization is to identify the type of consumers that will be purchasing the product and to identify their specific needs. REDBOX implemented â€Å"Free Movie Monday’s† in which a monthly code is distributed the first Monday of every month. â€Å"’Our free rental code promotions are a great tool to raise awareness and trial of REDBOX and to encourage consumers to experience the convenience of our DVD rental kiosk,’ said Mitch Lowe, president, REDBOX† (Michael, 2009). With such promotions, marketing representatives are given the chance to identify and analyze their audience. Once a target audience is identified, marketing strategies can be targeted and categorized. Once a company starts to grow, the clientele becomes larger and broader; as such, the marketing aspects change. REDBOX is unique in the sense that they target the entire DVD rental market. There is no specific demographic that the REDBOX marketing strategy caters to. With the debut of its â€Å"’Location Finder’ text service is designed to make renting and returning DVD and Blu-ray Discs easier for consumers nationwide† (Anonymous, 2010). The first element of focus for a marketer is the product as a whole. This includes developing appropriate pricing for the product or service, distribution and promotion. All three components are vital in order to keep the consumer interested. REDBOX offers easy-to-use, hassle free and affordable DVD rentals. This unobtrusive, budget-friendly method of watching blockbuster movies is almost a guarantee that any demographic, can and will at least try it. Businesses offer incentives to consumers such as, free trials and discounted coupons to grab a potential customer’s attention. Once consumers test the service and are satisfied they are likely to become loyal customers. However, if there was no â€Å"try before you buy period† an alarmingly large number of potential customers would not take the risk. In order for promotions such as these to be successful, business have to appeal and cater to consumers to achieve brand loyalty. They do this by offering loyalty discounts, above and beyond customer service. REDBOX does this with their â€Å"Free Movie Monday’s† promotion and â€Å"return anytime, anywhere† policy. The most remarkable characteristic of the marketing strategy of REDBOX is how minimal their marketing efforts have been, yet they’ve risen to a leader in the DVD rental industry. â€Å"Redbox combines the easy and usability of Netflix with the â€Å"watch it tonight† concept of Blockbuster† (Boris, 2010). However, with competition there will always be issues brought on by consumer dissatisfaction and REDBOX is no exception. â€Å"REDBOX is losing some business as renters use kiosks to get new releases and go to Netflix for older, harder-to-find titles† (White, 2010). Recently, â€Å"REDBOX ended legal battles this year with three studios, News Corp. s Fox, General Electric Co. ’s NBC Universal and Time Warner Inc. ’s Warner Bros. , over access to DVDs. The studios agreed to sell discs to Redbox for rental after the movies had been in stores for 28 days. Walt Disney Co. , Viacom Inc. ’s Paramount Pictures, Sony Pictures Entertainment a nd Lions Gate Entertainment Corp. let Redbox offer DVDs when they become available for sale in stores† (White, 2010). Such litigation can often times become a problem for businesses as they are scrutinized by the public for not being capable of fulfilling consumer needs and potentially losing current and future customers. On the other hand, to some industry observers, the settlement looked more like a strategic win on REDBOX’s part. Finding a target consumer is too strenuous for businesses that offer items that various demographics use. REDBOX has no qualms about advertising to anyone and everyone. â€Å"Testing various approaches has enabled Redbox to leverage Bing as a key marketing channel, said Fenske. â€Å"You have to understand the mindset of Bing customer—it is more shopping and retail focused than Google. Bing has positioned itself as a decision engine. It understands its place is to help you decide. For a retailer like Redbox that means helping shoppers decide what movie to rent and where they can rent it† (Stambor, 2011). REBOX has studied its audience enough to know busy parents are interested in keeping avidly watching DVDs themselves, with children or family; while keeping costs low and without having to deal with a video store. Keeping this tactic in mind the busy parents are able to rent a DVD while grocery shopping or picking up dinner. REDBOX is successfully using a marketing strategy that attracts the busy parent by being readily available and affordable. The value innovation concept provides a relevant support for questioning product/market strategies as well as underlying assumptions. The purpose of a business is to develop and retain a customer base. Differentiation refers to a business’s ability to separate itself and the product from competitors which is instrumental in building and maintaining a competitive advantage. REDBOX is in high competition with Blockbuster and Netflix. Of course, Blockbuster has been around for decades and suffering a decline, and Netflix offers the same hassle-free service but with a wider selection. Netflix is rapidly replacing Blockbuster; it is imperative that REDBOX keep above the competition. REDBOX offers unique and special benefits that no one else can offer the DVD rental customer. Changes in modern day technology have made businesses like REDBOX possible and evermore popular in society. When VHS players became obsolete, it became mandatory to own a DVD player; in order to rent and watch movies in the comfort of one’s home. REDBOX has made it possible, with exasperate box office ticket prices, to be able to enjoy the movies without having to leave the house for a movie night. REDBOX is using advanced technology to their benefit when it comes to marketing aspects and the way the business is conducted, for its consumer’s benefit. REDBOX started out as one kiosk in a McDonald’s restaurant and has developed into a business, which is now has over 27,000 locations and over 1 billion rentals. When a business utilizes advancing technology to their advantage they are opening more doors to provide goods and services to a wider range of consumers. As REDBOX evolves to a market leader and continues to rival against the others; it is important to remember the consumers have the last word. Despite the strong and vigilant efforts of advertising and marketing representatives put into a product or how much research goes into making it appealing to the public, the current and future consumers will be the ones to sink or sail the product ship. Word of mouth, Internet blog, forum discussion, social networking chats or undesirable rate increases have the power to make or break a product in the end. Reference: Anonmyous,. (2010, Sep 28). Redbox Locations Finder Invites Movie Lovers to Text to Find the Nearest Location. PS Newswire. Retrieved Jun 21, 2011, from ProQuest Kolter, P, G. Armstrong. (2012). Principles of Marketing. (Vol. 14, Ed. ). Boston, Pearson Prentice Hall. Michael,. (2009, May. 7 ). Retrieved Jun. 21, 2011, from http://www. insiderredbox. com/redbox-extends-free-movie-monday-promotion/ Stambor, Z.. (2011, Jun. 14 ). Retrieved Jun. 20, 2011, from http://www. internetretailer. com/2011/06/14/irce-2011-report-google-isnt-only- game-town White, M.. (2010, Jul. 19 ). Retrieved Jun. 20, 2011, from http://www. bloomberg. com/news/2010-07-19/redbox-plots-internet-movie-strategy-in-challenge-to-netflix-on-home-turf. html | | | | | | | | | |

Redbox Marketing Within the Box free essay sample

Americans are an elite class of consumers. As consumers, Americans are very comfortable in knowing when a product will be needed or wanted, where to find that particular product, and how much they are willing to pay for a particular product. Consumerism has become a second nature that we seldom give much thought to the process. This desire for products can be attributed to the work put in to marketing and promoting such items. Marketing strategies put in an overwhelming amount of effort to grab the consumer’s attention, create a need or desire and develop brand loyalty. The first REDBOX kiosk was launched in 2002, inside a McDonald’s restaurant. Since then REDBOX has expanded to over 27,000 locations. Solely in part to the way the REDBOX has marketed itself, targeted current and potential customers, and created brand loyalty. This paper will discuss how REDBOX uses its product, placement, price and promotion as a part of the marketing strategy to generate millions of dollars in annual revenue. REDBOX is a â€Å"Coinstar Company that rents DVDs for a dollar a day through vending machines in more than 25,000 convenience store, supermarkets, and fast-food restaurants† (Kolter and Armstrong, 2012, p. 70). REDBOX was the first of its kind to offer affordable daily DVD rentals from a kiosk. REDBOX is still in competition with Blockbuster and Netflix in the DVD rental market. However, REDBOX is a step ahead. They realize the high cost of rental and membership fees consumers can endure, so they offer a unique distinguishing marketing tool, $1 a day rentals. Imperative to their success, REDBOX uses a sophisticated software system designed to skillfully deliver DVDs to consumers instantly at the touch of a button. REDBOX does not anticipate cutting back on its products or kiosks; instead they are diligently trying to fulfill higher demands from consumers by using the future of technology. â€Å"REDBOX operates more than 24,000 DVD rental kiosks in McDonald’s, Walmart, Walgreens, and other retail outlets. Customers make their selections on a touch screen, then swipe a credit or debit card to rent DVDs at $1 a day. Customers can even prereserve DVDs online to ensure that their trip to the kiosk will not be a wasted one† (Kolter and Armstrong, 2012, p. 504-505). Businesses are faced with a multitude of challenges, especially in the beginning development and establishment phases. The first challenge for an organization is to identify the type of consumers that will be purchasing the product and to identify their specific needs. REDBOX implemented â€Å"Free Movie Monday’s† in which a monthly code is distributed the first Monday of every month. â€Å"’Our free rental code promotions are a great tool to raise awareness and trial of REDBOX and to encourage consumers to experience the convenience of our DVD rental kiosk,’ said Mitch Lowe, president, REDBOX† (Michael, 2009). With such promotions, marketing representatives are given the chance to identify and analyze their audience. Once a target audience is identified, marketing strategies can be targeted and categorized. Once a company starts to grow, the clientele becomes larger and broader; as such, the marketing aspects change. REDBOX is unique in the sense that they target the entire DVD rental market. There is no specific demographic that the REDBOX marketing strategy caters to. With the debut of its â€Å"’Location Finder’ text service is designed to make renting and returning DVD and Blu-ray Discs easier for consumers nationwide† (Anonymous, 2010). The first element of focus for a marketer is the product as a whole. This includes developing appropriate pricing for the product or service, distribution and promotion. All three components are vital in order to keep the consumer interested. REDBOX offers easy-to-use, hassle free and affordable DVD rentals. This unobtrusive, budget-friendly method of watching blockbuster movies is almost a guarantee that any demographic, can and will at least try it. Businesses offer incentives to consumers such as, free trials and discounted coupons to grab a potential customer’s attention. Once consumers test the service and are satisfied they are likely to become loyal customers. However, if there was no â€Å"try before you buy period† an alarmingly large number of potential customers would not take the risk. In order for promotions such as these to be successful, business have to appeal and cater to consumers to achieve brand loyalty. They do this by offering loyalty discounts, above and beyond customer service. REDBOX does this with their â€Å"Free Movie Monday’s† promotion and â€Å"return anytime, anywhere† policy. The most remarkable characteristic of the marketing strategy of REDBOX is how minimal their marketing efforts have been, yet they’ve risen to a leader in the DVD rental industry. â€Å"Redbox combines the easy and usability of Netflix with the â€Å"watch it tonight† concept of Blockbuster† (Boris, 2010). However, with competition there will always be issues brought on by consumer dissatisfaction and REDBOX is no exception. â€Å"REDBOX is losing some business as renters use kiosks to get new releases and go to Netflix for older, harder-to-find titles† (White, 2010). Recently, â€Å"REDBOX ended legal battles this year with three studios, News Corp. s Fox, General Electric Co. ’s NBC Universal and Time Warner Inc. ’s Warner Bros. , over access to DVDs. The studios agreed to sell discs to Redbox for rental after the movies had been in stores for 28 days. Walt Disney Co. , Viacom Inc. ’s Paramount Pictures, Sony Pictures Entertainment a nd Lions Gate Entertainment Corp. let Redbox offer DVDs when they become available for sale in stores† (White, 2010). Such litigation can often times become a problem for businesses as they are scrutinized by the public for not being capable of fulfilling consumer needs and potentially losing current and future customers. On the other hand, to some industry observers, the settlement looked more like a strategic win on REDBOX’s part. Finding a target consumer is too strenuous for businesses that offer items that various demographics use. REDBOX has no qualms about advertising to anyone and everyone. â€Å"Testing various approaches has enabled Redbox to leverage Bing as a key marketing channel, said Fenske. â€Å"You have to understand the mindset of Bing customer—it is more shopping and retail focused than Google. Bing has positioned itself as a decision engine. It understands its place is to help you decide. For a retailer like Redbox that means helping shoppers decide what movie to rent and where they can rent it† (Stambor, 2011). REBOX has studied its audience enough to know busy parents are interested in keeping avidly watching DVDs themselves, with children or family; while keeping costs low and without having to deal with a video store. Keeping this tactic in mind the busy parents are able to rent a DVD while grocery shopping or picking up dinner. REDBOX is successfully using a marketing strategy that attracts the busy parent by being readily available and affordable. The value innovation concept provides a relevant support for questioning product/market strategies as well as underlying assumptions. The purpose of a business is to develop and retain a customer base. Differentiation refers to a business’s ability to separate itself and the product from competitors which is instrumental in building and maintaining a competitive advantage. REDBOX is in high competition with Blockbuster and Netflix. Of course, Blockbuster has been around for decades and suffering a decline, and Netflix offers the same hassle-free service but with a wider selection. Netflix is rapidly replacing Blockbuster; it is imperative that REDBOX keep above the competition. REDBOX offers unique and special benefits that no one else can offer the DVD rental customer. Changes in modern day technology have made businesses like REDBOX possible and evermore popular in society. When VHS players became obsolete, it became mandatory to own a DVD player; in order to rent and watch movies in the comfort of one’s home. REDBOX has made it possible, with exasperate box office ticket prices, to be able to enjoy the movies without having to leave the house for a movie night. REDBOX is using advanced technology to their benefit when it comes to marketing aspects and the way the business is conducted, for its consumer’s benefit. REDBOX started out as one kiosk in a McDonald’s restaurant and has developed into a business, which is now has over 27,000 locations and over 1 billion rentals. When a business utilizes advancing technology to their advantage they are opening more doors to provide goods and services to a wider range of consumers. As REDBOX evolves to a market leader and continues to rival against the others; it is important to remember the consumers have the last word. Despite the strong and vigilant efforts of advertising and marketing representatives put into a product or how much research goes into making it appealing to the public, the current and future consumers will be the ones to sink or sail the product ship. Word of mouth, Internet blog, forum discussion, social networking chats or undesirable rate increases have the power to make or break a product in the end. Reference: Anonmyous,. (2010, Sep 28). Redbox Locations Finder Invites Movie Lovers to Text to Find the Nearest Location. PS Newswire. Retrieved Jun 21, 2011, from ProQuest Kolter, P, G. Armstrong. (2012). Principles of Marketing. (Vol. 14, Ed. ). Boston, Pearson Prentice Hall. Michael,. (2009, May. 7 ). Retrieved Jun. 21, 2011, from http://www. insiderredbox. com/redbox-extends-free-movie-monday-promotion/ Stambor, Z.. (2011, Jun. 14 ). Retrieved Jun. 20, 2011, from http://www. internetretailer. com/2011/06/14/irce-2011-report-google-isnt-only- game-town White, M.. (2010, Jul. 19 ). Retrieved Jun. 20, 2011, from http://www. bloomberg. com/news/2010-07-19/redbox-plots-internet-movie-strategy-in-challenge-to-netflix-on-home-turf. html | | | | | | | | | |