Application Layer Dos / Ddos Attacks On E Commerce Sites

APPLICATION-LAYER DoS/DDoS ATTACKS ON E-COMMERCE SITES ABSTRACT A recent increase of application layer Denial of Service attacks (DoS) on the Internet has swiftly shifted the focus of the research community from traditional network-based denial of service. Denial of Service (DoS) and the associated Distributed Denial of Service (DDoS) are simply an attempt by cyber-attackers to exhaust the resources available to a network, application or service so that genuine users cannot gain access. Cyber-attackers find application-layer most vulnerable and are able to device more creative methods of attack, are able to recruit other zombie systems referred to as botnets to amplify their attacks and the apparent difficulty of detecting and mitigating the attacks, all of these with little known solution. Application-layer DoS/DDoS attacks emulate the same request syntax and network level traffic characteristics as those of legitimate clients, thereby making the attacks much harder to be detected and countered. Moreover, such attacks usually target bottleneck resources such as disk bandwidth, database bandwidth, and CPU resources. This paper overviews DoS/DDoS concepts, the various types of denial of service attacks, application layer DoS/DDoS and mitigation techniques to curb the growing trend. Keywords: DoS/DDoS, Botnets, Application-layer INTRODUCTION/BASIC CONCEPTS OF DoS/DDoS In the past, Denial of Service attacks were mainly concentrated on exploiting vulnerabilitiesShow MoreRelatedEvaluating The Objectives Of An E Commerce Security Program1712 Words   |  7 Pagescompanies’ risk is one of many steps in developing a security program. The other is establishing a security management structure and visibly giving security responsibilities. 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Effects Of Smoking On The United Kingdom - 1132 Words

People around the world have made tobacco a lifestyle, though several countries put usage and sales restrictions as well as warning messages printed on the packing. Tobacco contains nicotine which causes physical and psychological dependency. People get addicted to it and this not only effects their physical health but also in adverse psychological and behavioral changes. It is one of the causes of people in the country falling sick apart from poor nutrition, lack of physical activity, excessive alcohol intake. In United States annually around 443000 premature deaths occur due to exposure to tobacco and cigarette smoking. In 2013, a large study of women in United Kingdom has shown that women in their 50s, 60s and 70s who are addicted to smoking, two out of three die only because of smoking. According to researchers, smokers lose 10 years of their lifespan only because of their smoking habit but added that smokers who quit before the age of 40 years were able to avoid 90% of early dea ths caused by continued smoking and if women quit before the age of 30, they could avoid 97%of early death caused by their smoking habit. Usage of tobacco can lead to many serious health ailments. Some of them are as below Cancer: Tobacco smoking is one of the major causes of cancer deaths and women who smoke are 26 times more likely to die because of lung cancer when compared to those who donot have the habit. 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A lot of money which could have been used to start projects that will spearhead growth of the economy is being directed to treat these diseases. Majority of the affected population are young children. However, research has indicated that the largest number of these children emanates from family where none of the parent is a smokerRead MoreA Brief Note On Tobacco Products Are Made Up Of Over Four Thousand Dangerous Chemicals1392 Words   |  6 Pagesof death and disease in America. On average, smokers die thirteen to fourteen years quicker than people who don’t smoke (Braithwaite et al. 2009). In the United Stated over twenty percent of deaths are from tobacco use. Additionally, over six-hundred thousand people die from secondhand smoke each year with one third being children(Action on smoking and health). 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Marketing and Communications in OXFAM †Free Sample

Question: Discuss about marketing and communications in OXFAM? Answer: Introduction The purpose of this report is to discuss the essential components of marketing plan for OXFAM, which is a non-government organization. Non-government organizations (NGOs) are considered one of the most significant institutions in the world. NGOs works for diverse issues related to social, environmental or political areas. Due to the emergence of many such institutions, it has become important to understand the dynamics of the environment where one wishes to operate and stay relevant. To achieve this NGOs needs to employ proper marketing plan and adopt a marketing strategy which provides a competitive edge in the market (Hollensen2015). The report also discusses the strategies of marketing planning; which involves analysis of internal and external environment, identification of target customers and positioning, clarification of objectives, choosing appropriate strategy in market planning, implementation of the chosen strategy and measure of performance against set standards (Westwood 2013). The report also discusses the use appropriate promotional method and implementation of promotional mix in designing the poster advert for OXFAM. In addition, a sample pamphlet which can be used for the advertisement needs of OXFAM is provided along with the explanation of choosing pamphlet over the many available option is discussed. OXFAM is an international confederation of 18 organizations that works in more than 100 countries around the world. The motto of OXFAM is to provide lasting solutions for poverty, hunger and injustice. Oxfam International was formed in the year 1995 by a group of independent non-governmental organizations. The name OXFAM is derive from Oxford Committee for Famine Relief, founded in Britain in 1942 (Oxfam.org 2016). Discussion Marketing plan is a part of business plan blueprint, which forms the basis of marketing strategy for the organization. A marketing plan includes activities as identification of specific customer needs through market research, target market identification, product or service description, and identification of competitors, developing marketing strategies, setting quantifying goals and establishing ways to measure performances (Wood 2013). Marketing plan enables the organization to take a calculated approach while starting up the business that is affected by numerous uncertain conditions and ability to adapt with the environment in which it operates. The mission statement of OXFAM that is an international confederation of organizations working worldwide is to find lasting solutions for poverty and social injustice. The purpose of this report is to educate and spread awareness; and to identify sources to raise additional funds for OXFAM (Lune 2014). For this purpose the effective marketing plan for OXFAM may include; Situation Analysis Situational analysis is the foundation of any marketing plan; it includes the study of internal and external environmental factors that affects the business of an organization. Situational analysis is done utilizing market research to get a realistic assessment of the business (Freitasand Spezia2013). There are various methods for conducting situation analysis; the most common method of situational analysis is using strengths, weaknesses, opportunities and threats (SWOT) analysis. Strengths: It is the internal environmental factor, which is in control of the organization. OXFAM is a nonprofit organization that has branches all over the world and has a very strong brand value. The technical expertise in providing solutions to poverty and social justice; and a culturally diverse work force that has good knowledge of local culture is an added advantage. Also, it has huge volunteer base with expertise in diverse fields which is a huge saving for the business. Weaknesses: It is also the component of internal environment present within the organization. OXFAM is facing the budgetary problems and the organizational capacity in limited particularly in administration department. The organization has limited capacity in adapting to the demands of the situation and has become slow and bureaucratic. In addition, it cannot afford the competent employees, as it cannot match the salary structure of business industry. Opportunities: It is the factors that are not in the control of the business and is present in the external environment. Any donations or grants, which OXFAM receives, are an opportunity. NGOs have the benefit of getting regular grants from government as well as private institutions, even if there is recession in the market the flow of money to NGOs are not restricted. It also has the opportunity to attract private institutions for their findings which is beneficial for private institutions also because they get tax deductions on charities made towards the NGOs. Threats: It is also part external environment factors which cannot be controlled by the organization. A major chuck of capital which NGOs like OXFAM receives is from individuals who support the cause of the organization. Therefore, at the time economic recession consumers cut back on money, which makes them vulnerable to recession (Anheier2014).In addition, they need to maintain a clean image and transparency in their transactions because the customers are associated with the cause of the organization and any scandal can be damaging. Segmentation Targeting and Planning (STP) Segmentation is the process of identifying what kinds of customers with different needs exists. The main activities that are carried out in segmentation process are determined to identify who the potential customers are, analyzing the level of competition in the market and selecting the attractive customers segments (Hollensen and Opresnik2015).Various factorsform the basis of segmentation as demographics, behavioral patterns, geographical variables, lifestyles etc. Targeting is selection of most attractive segments arrived at from segmentation. It is done on the analysis of the market opportunities as well as internal capabilities of the organization. Targeting helps the organization in focusing its resources at those points which offer maximum return on investment. Positioning involves implementation of marketing activities on the customer segment identified in targeting. Positioning is based on the requirements of the different customer segments and perceived advantages among the targeting segments (Hollensenand Opresnik2015). In case of OXFAM segmentation is based on the behavioral patterns, lifestyle choices and cultural or ethical values. As an NGO, it needs to spread its objectives to be relevant therefore it focuses on the educational and awareness activities. Its major markets are the customers who support its cause and different institutions who are interested in providing help and assistance to the needy; with which it can enter into a partnership.Therefore, it has to position itself among these customer segments and divert all their marketing mix strategies in this segment (Kotler2012). Clarification of objectives Marketing objectives identifies what a business wants to achieve from its marketing activities. The objectives should be specific, measurable, achievable, realistic and timed (SMART objective). Every marketing plan has to clarify the objectives of the organization; objectives contains details of how the organization will sustain in the market, what are the factors which provides the business with competitive advantage and its unique selling preposition. Clarification of objectives in a marketing plan enables the organization attract investors without which the venture may be nearly impossible. The objectives that OXFAM wants to achieve can be defined as: Specific: the objective of OXFAM is to achieve the target of educating customers about the organizations goals (society) and to receive a donation of 50 million Euros from the public. Measurable: it is important to measure the effectiveness of various activities undertaken by OXFAM. The various techniques that will be employed are customer surveys to measure the effectiveness of awareness programs and comparing the total donations received from the previous years at the end of the 12 months. Achievable: The objectives set by OXFAM are achievable as it has been clearly defined and strategically designed. Realistic: Realistic implies the possibility of achieving the objectives. OXFAM has clearly defined the objectives and various activities that it will undertake to reach its objectives. Therefore, the objectives are realistic and can be met. Timed: It is important to define the period within which the specified objectives are to be achieved. For achieving its specified objective, the time set is 12 months. Setting Strategy Strategy include formulation of vision and mission statements of the organization, setting organizational objectives, marketing objectives, description of target markets and customers, unique positioning statements and value proposition. OXFAM can set its strategy on the basis of the basis of broad vision of the organization i.e. to eradicate poverty and providing social justice, planning its positioning strategy and marketing mix tools to generate awareness among the customers to get s=donations for the cause of the organization(Jungbok 2015). Methods of marketing (7 Ps of Marketing) Marketing mix is a tool used by organizations and companies to get the desired response from the target market. It is a controllable marketing tool to influence demand in the market and help in market planning and execution. Product (Services): It is the physical good offered by the organization that satisfies the existing demand of the customer. For nonprofit organizations, there is weaker unique selling preposition; i.e. weaker benefits associated with products. OXFAM deals in selling of used donated merchandises through its outlets. It also sells decorative merchandises and gift items created by the volunteers and skilled employees of the OXFAM. Another service offered by OXFAM is eradicating poverty in the world. To make it more appealing for the customers OXFAM need to invoke a sense of doing good among the customers (Miller 2013). Price: Pricing is an important concept of marketing mix but is has a different connotation for non-government organizations; the amount of donation received by such organizations is dependent on the discretion the donor and is not determined by organization as in case of business organizations (Omar et al.2014). Pricing of the products is based on condition of the merchandise. As OXFAM also sells merchandises donated bythe, it is generally inexpensive and customers get a good bargain on the purchase and pricing is not based on the motive of gaining profits alone. Place: It is also called as distribution system; for NGOs such as OXFAM place means movement of resources such as donations and volunteers into the organization as well as outward flow of these recourses at receiving end of the society (Judd 2013). Promotion: Promotion refers to the activities carried by the organizations to educate people and spread awareness. Promotional activities includes various aspects of promotion mix such as advertising, public relations, direct marketing, personal selling, sales promotion In the case of nonprofit organization such as OXFAM, the appropriate promotional strategies include direct marketing which allows the organizations to communicate directly to the prospective customers by telephone, email, catalogue distribution, promotional letters, outdoor advertising, etc.; public relation which includes getting support from third party agents to get the promotion such as press releases, magazine coverage, television and radio presentations, seminars, etc.; and advertising which is paid form of promotion of ones ideas in mass media which includes television advertisement, billboard, banners, etc. People: People are the employees who work for the organization. People are brand ambassadors of the organization and helps in effectively running of the organization. For OXFAM employees are important as they can motivate other individuals of the society to share their cause and give their contributions as donations or volunteers to achieve the noble cause for which the OXFAM is working (Handrianaet al.2015). Process: Process refers to the method of delivering services to the customers. In the case of OXFAM, they are operating for the cause. The process involves the method of delivering their services to the society by providing assistance to the poor and attaining social justice. Physicalevidence: Place in case of non-profit organization is dependent on the point of engagement of the customers and the organization. Customers either make visits to the office of the organization to understand their philosophy or works as volunteers at places where the NGOs are providing their services. In the case of the OXFAM, it has more than 700 OXFAM stores across the UK, which serves as place where people purchase different merchandises. Also offices and activity centers provides another points where people can exchange ideas and learn about the activities of OXFAM (Najev 2013). Means to measure performance It is the last part of marketing plan that include methods to identify whether the marketing plan is effective or not. Performance is measured by the comparing the results of expected or standard results against the actual results achieved. In the case of OXFAM, the standard output can be based on the expected donations against the actual donations received (Garcaet al.2013). Various tools of measuring performance are Key Performance Indicators (KPI), Return on Investment (ROI). KPI can be used in OXFAM marketing plan as one of the objectives of designing marketing plan is to create awareness of the objectives of OXFAM that is a qualitative aspect. ROI can also be used as the objective of marketing plan includes, getting donations. Therefore by comparing the investment made against the actual donations received the effectiveness of the marketing plan can be measured. Conclusion From the above discussion, it can be concluded that by following a systematic approach to marketing plan an organization can understand the threats and opportunities in external environment and gain insights of the strengths and weakness of its internal controllable factors; It also helps to identify , target and position itself in the market. Also by setting clear objectives and using appropriate marketing mix techniques and periodic monitoring of these techniques, overall success of the organization can be ensured. Since OXFAM is a non-government organization it is important to understand the unique aspects of marketing mix because it is not a business oriented organization which is selling a product or services with apparent customer need satisfaction value. The marketing mix therefore, focuses on the awareness of the idea for which it is working.The idea of marketing plan for OXFAM is based on the premise of spreading awareness and to raise additional funds, for this purpose it h as to focus more on the marketing research activities and identify those segments of the market whose ethical cultures and values are in line with the philosophy of the organization. Another important aspect is to position itself by using appropriate promotional mix, In the case of OXFAM the promotional tools may include those techniques, which are not much expensive, and has the potential to reach the target customers such as press releases, posters, pamphlets, etc. References Anheier, H.K., 2014.Nonprofit organizations: Theory, management, policy. Routledge. Hollensen, S. and Opresnik, M.O., 2015. 3.2 Market Segmentation, Targeting and Positioning. InMarketing(pp. 183-208).Verlag Franz Vahlen GmbH. Judd, V.C., 2013. in a Nonprofit Organization: Using the 5th PPeople.Marketing Communications for Local Nonprofit Organizations: Targets and Tools, p.5. Jungbok, H., 2015. Marketing Strategies for Nonprofit Organizations.Advances in Management,8(10), p.1. Kotler, P., 2012.Kotler on marketing.Simon and Schuster. Lune, H., 2014. Book Review: Charity Case: How the Nonprofit Community Can Stand Up for Itself and Really Change the World, by D. Pallotta.Nonprofit and Voluntary Sector Quarterly,43(2), pp.416-419. Miller, K.L., 2013.Content marketing for nonprofits: A communications map for engaging your community, becoming a favorite cause, and raising more money(Vol. 14). John Wiley Sons. Najeva ija, L., 2013. Fundraising in the context of nonprofit strategic marketing: Toward a conceptual model.Management: Journal of Contemporary Management Issues,18(1), pp.59-78. Omar, A.T., Leach, D. and March, J., 2014. Collaboration between nonprofit and business sectors: a framework to guide strategy development for nonprofit organizations.VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations,25(3), pp.657-678. Oxfam.org. 2016. History of Oxfam International | Oxfam International. [online] Available at: https://www.oxfam.org/en/countries/history-oxfam-international [Accessed 9 Apr. 2016]. Westwood, J., 2013.How to write a marketing plan.Kogan Page Publishers. Wood, M.B., 2013.Marketing Plan Handbook.Pearson Higher Ed.

Achilles The Hero Essay Example For Students

Achilles The Hero Essay I have chosen Achilles to write my paper on because his character is the central story line in the Iliad. Although it may seem that the main theme is about the totality and gruesomeness of when the poem is first read, this is not the main focus. The actual fighting and Trojan War could be compared to Saving Private Ryan. We get raw details of the war without missing any of the descriptive details.Achilles is the character I was most interested in because he was an extraordinary fighter, man, and hero. We see how Achilles matures from a bloodthirsty warrior in the beginning to a more reserved and thoughtful man by the end of the Iliad. Achilles is a semi-god because his mom, Thetis, is a goddess and his father, Peleus, is a mortal. Achilles shows the greatest military skill of any Achaean and has the greatest fighting ability of all Trojan and Achaean warriors. He is considered to worth an entire army when fighting in a battle. In the beginning of the Iliad Achilles is known as a ruthless and unstoppable killing force. Anyone he could not send to the House of Death he would hold as captives on his ship. He did all of this killing and destruction for the glory. When the Argives asked Achilles and his friend, Patroclus, to help them conquer Troy and get Helen back, Achilles agreed only because of the glory and fame he could achieve from it. Achilles had no reason to fight the Trojans because they had not wronged him, at least not yet. He joined the Argives because he felt this war would be the quickest way to gain glory. Achilles wanted to become famous. Achilles quickly became the Argives main fighting force. Agamemnon, the leader of the Argives, called him the most violent man alive. When Agamemnon takes Briseis, his favorite prize, Achilles become angry. The reason Agamemnon took Briseis is because he had to give his own prize, Chryseis, back to her father. Until she was returned Apollo would wreak havoc on the Argives day and night. The taking of Briseis hurt Achilles pride. He was disgruntled because he had not way to gain his glory back. He could not retaliate and put up a good fight in front of his men. This scenario reminds me of the bully picking a little kid on the playground, while all the other children are watching. Achilles decides to get even with Agamemnon for taking his prize so he prays to his mom to go to Zeus, the god of gods, and beg a favor. He wants his mom to ask Zeus to have the Trojans begin winning the war. At this point Achilles has stopped helping the Argives in their battle against Troy because he is mad at Agamemnon. Thetis warns Achilles that if he returns to the battle instead of going home he will die under Troys walls. Achilles has a big decision to make. One choice is he can change his attitude and start respecting life, which means he would go home. Achilles other choice is to ignore his mom and fight anyway. If he continues fighting he would die a famous and almost godly warrior. While Achilles is still deciding what to do Zeus sends Patroclus, Achilles best friend, back into battle where he dies at the hand of Hector. Achilles is furious. He returns to battle in a fury of anger. Achilles does not return for glory this time. Instead, he returns because he valued his friend and wants to avenge his death. Achilles chases the Trojans back to the walls of Troy. There is chases down Hector and kills him. Then he displays his body in the most disgraceful fashion. Zeus sends King Priam. Priam is Hectors dad and he has come to retrieve his sons body. He wants to give his son a proper burial. Achilles does not want to return the body at first, but Priam is able to change his mind. Priam convinces Achilles what the effect of killing has. He shows him the pain, suffering, and destruction that it causes people. The King even reveals his pain at Hectors death to Achilles.

International Law Essays - International Trade, International Law

International Law International law is the body of legal rules that apply between sovereign states and such other entities as have been granted international personality (status acknowledged by the international community). The rules of international law are of a normative character, that is, they prescribe towards conduct, and are potentially designed for authoritative interpretation by an international judicial authority and by being capable of enforcement by the application of external sanctions. The International Court of Justice is the principal judicial organ of the United Nations, which succeeded the Permanent Court of International Justice after World War II. Article 92 of the charter of the United Nations states: The International Court of justice shall be the principal judicial organ of the United nations. It shall function in accordance with the annexed Statute, which is based upon the Statute of the Permanent court of International Justice and forms an integral part of the present Charter. The commands of international law must be those that the states impose upon themselves, as states must give consent to the commands that they will follow. It is a direct expression of raison d'etat, the "interests of the state", and aims to serve the state, as well as protect the state by giving its rights and duties. This is done through treaties and other consensual engagements which are legally binding. The case-law of the ICJ is an important aspect of the UN's contribution to the development of international law. It's judgements and advisory opinions permeates into the international legal community not only through its decisions as such but through the wider implications of its methodology and reasoning. The successful resolution of the border dispute between Burkina Faso and Mali in the 1986 Frontier Dispute case illustrates the utility of judicial decision as a means of settlement in territorial disputes. The case was submitted to a Chamber of the ICJ pursuant to a special agreement concluded by the parties in 1983. In December 1985, while written submissions were being prepared, hostilities broke out in the disputed area. A cease-fire was agreed, and the Chamber directed the continued observance of the cease-fire, the withdrawal of troops within twenty days, and the avoidance of actions tending to aggravate the dispute or prejudice its eventual resolution. Both Presidents publicly welcomed the judgement and indicated their intention to comply with it. In the Fisheries Jurisdiction case (United Kingdom v. Iceland , 1974) the ICJ contributed to the firm establishment in law of the idea that mankind needs to conserve the living resources of the sea and must respect these resources. T he Court observed: It is one of the advances in maritime international law, resulting from the intensification of fishing, that the former laissez-faire treatment ofthe living resources of the sea in the high seas has been replaced by a recognition of a duty to have due regard of the rights of other States and the needs of conservation for the benefit of all. Consequently, both parties have the obligation to keep inder review the fishery resources in the disputed waters and to examine together, in the light of scientific and other available information, the measures required for the conservation and development, and equitable exploitation, of these resources, taking into account any international agreement in force between them, such as the North-East Atlantic Fisheries Convention of 24 January 1959, as well as such other agreements as may be reached in the matter in the course of further negotiation. The Court also held that the concept of preferential rights in fisheries is not static. This is not to say that the preferential rights of a coastal State in a special situation are a static concept, in the sense that the degree of the coastal State's preference is to be considered as for ever at some given moment. On the contrary, the preferential rights are a function of the exceptional dependence of such a coastal State on the fisheries in adjacent waters and may, therefore, vary as the extent of that dependence changes. The Court's judgement on this case contributes to the development of the law of the sea by recognizing the concept of the preferential rights of a coastal state in the fisheries of the adjacent waters, particularly if that state is in

Tips to Get Your Feedback Draft Essay Done Properly

Tips to Get Your Feedback Draft Essay Done ProperlyOne of the things that I am going to cover here in this article is the key to getting your feedback draft essay completed properly. This is something that can be a bit of a process, but with a few tips, you will have no problem at all.Before anything else, it is essential that you get a few feedback drafts of your own before you start this project. You don't want to get these totally wrong and not see how they feel about your work. Instead, get one or two and then reread them again until you have their thoughts.In order to keep this from being a headache, make sure that you make copies of the feedback drafts of your own essay. There are a number of ways to do this, but one that I like to use is to make a folder for each draft and label it as such. Then you can just take the ones that you like the best and cut them up and stick them into a folder. The best part about this process is that you will see what works and what doesn't, and t herefore make it easier to edit later on.Another great way to get your initial draft done is to turn it into a mini-outline. When I do this, I write the first two thirds of my essay as an outline, the second third as a developing outline, and the last third as a completed outline. Now you will be able to fill in any missing information and continue writing the rest of the essay yourself.You should also make sure that you have a few pieces of paper that you go through and cut and rewrite any ideas that you come across in your feedback draft. For instance, there could be a section in your assignment where you need to present a short personal story. Write that into your essay and then come back and revise it a few times in order to see if you want to move it into the next draft.Remember that when you are trying to improve your essay, you need to continually tweak your feedback draft. This is what will help you to see the problems and flaws that you need to correct in order to complete your project successfully.While it is always a good idea to discuss your idea with someone, it is sometimes best to get feedback completely from your own heart. Don't listen to what someone else has to say unless you think that you can handle it well. There are often plenty of people who will be willing to help you out if you ask.So there you have it, the key to getting your feedback draft essay finished is to follow the tips I mentioned here, and then you can get a great sense of accomplishment after completing your assignment. After all, no one is ever going to be able to understand your project if you don't finish it.

Public Relations of Toyota Essays

Public Relations of Toyota Essays Public Relations of Toyota Essay Public Relations of Toyota Essay Public Relations of Toyota Throughout the years Toyota has enjoyed a solid reputation for half a century. Toyota produced quality, durable vehicles that outlasted and outperformed many vehicles. However Toyota has been hit with a lot of scandals and has been misunderstood. Toyota is now taking steps in the right direction to minimize negative situations involving the accelerators on some of its vehicles. Toyota is now reconnecting to their customers and changing the outlook on their views of Toyota as a whole! The public relations professionals are working hard at developing a good, positive relationship between a firm and the public it serves. With investing in great public relations for your business will help your businesses success. Great Public Relations, supporting your business can create and build up the image of successful company. During times of adverse publicity an effective Public Relations professional, can remove the misunderstanding and can create mutual understanding between the business and the public? Toyota strives to assist the communities where we live and work by supporting local organizations focused on the areas of environment, education, and safety to family’s everywhere. In addition, Toyota partners with several regions, in the Northeastern, Midwestern, Southeastern, and Western of the U. S. Toyota is a company based for family and values their customers with great customer service. In almost every city there is a Toyota dealer near to help service every Toyota customer needs. Public Relations play an important role in developing a credible and recognizable brand online and offline for any business and it harnesses the power of third party testimonials in the media. Public Relations, delivers a tremendous return on investments because the articles and stories generated in the media are credible. When a Public Relations program is implemented in conjunction with marketing and advertising programs, a brand can be developed and strengthened over a period of time. A successful brand always comes from customers with their love and support for the company brand. In addition, all of great things that customers think of the company’s brand it what builds the company’s brand image. Toyota Public Relations professionals recognized this when building the brand of their company, since they had their very first fall, with recalls and accelerators on some of its vehicles. Toyota was first founded by Kiichiro Toyoda in 1937 as a spinoff from his fathers company Toyota Industries to create automobiles. The name Toyota is from the founders name (Toyoda) the Toyota symbol represents the T in Toyota. The Toyota symbol is all the letters of Toyota, stylized and overlayed. The two interlocking circles inside the larger circle represent Toyota the company and the customer/consumer and represents their inter-relations and importance to another. The larger circle represents the world and the idea that Toyota and their customers are a part of it. Toyota spent roughly $1 billion on marketing during the fourth quarter of 2009 alone in an attempt to help drive up sales of its vehicles in the U. S. (W. Scott, 2010). Although Toyota has had to shift gears from that proactive push and into a reactive mode more recently, the automaker expects to spend less on advertising in 2010 than it did in 2009. But industry experts say the automaker must remain aggressive if it hopes to grow sales and repair its image (W. Scott, 2010). Toyota is now making steps to rebuild their image, in a great way, the first positive step in what will most likely connect with public relations overhauls that aim to socially re-connect Toyota to their consumers. Toyota’s new technique of brand marketing has given other Public Relations professionals a creative method to follow when creating campaigns for their customers. In addition, In order to keep the publics perception is the publics reality, and the perception is slowly but surely looking great. Hence, it is very crucial for any business to run a public relations campaign, however, the traditional modes of running such a campaign are slowly becoming obsolete. It is extremely important for more and more businesses to update their, public relations campaign for the 21st century. And also, to act immediate with new methodologies and tools, which include blogging and social media sites. In today’s society the Internet allows companies to take on a new benefit that they would not be able to use in the real world without technology. Creating different services online will ensure your company’s brand is stronger than the rest. Online customers can interact with the company’s brand and its identity in a way no other medium can. Social media sites, such as Facebook is a vast opportunity for businesses to promote their brand online to millions of people at once and at no cost. Today, Toyota’s social media strategy is to urge the public to invent ways to use Toyota’s technology in new, innovative ways, ways that will help â€Å"make a better world†. This new strategy will work brilliantly to create millions of consumers and buyers for the company’s brand (Toyota) and keep them interested in what the company has more to offer. Toyota uses social media sites such as Facebook, Twitter and YouTube to create a digital dialogue with its customers. Kimberly Kyaw, Senior Media Strategist, for Toyota Motor Sales, U. S. A. , and Inc. as hired on by Toyota to in 1999, to lead Toyota’s digital media strategy and planning for general and multi-cultural markets (imediaconnection, 2012). Soon after Kyaw, handled escalated customer cases when appropriate, offered goodwill to maintain customer satisfaction loyalty. Developed marketing strategy (objectives, targeting, positioning, messaging, source of sales and key market/consumer insight s) to inform communication creative plan. Analyzed quantitative and qualitative data and identified consumer and market trends to create actionable recommendations for future vehicle enhancements, lifecycle planning pricing. Kyaw, provided the company with the necessary information Toyota now has connections with 500 plus networkers that interacts with social media scene. This will allow customers and employees to interact and suggest ways of improving the company’s services and products. Since the beginning of Toyota’s test run with social media sites they have used such sites to help promote events and initiatives such as â€Å"Try before you buy†. This method is used for many potential customers for Toyota, who are looking into buying new Toyota vehicle. Or perhaps, may be in the market for a new vehicle and want to experience driving without dealing with a sales associate. This is Toyota’s new secret weapon called â€Å"Toyota Rent-A-Car† (TRAC) it gives drivers the opportunity to enjoy a new Toyota or Scion before committing to a purchase or lease. Also, being dealer-based means that you can purchase a TRAC vehicle if your weekend romance with a Toyota or Scion rental turns into a long lasting love affair! This new marketing method for Toyota has been a success and contributed millions to the company. This has also been the most engaging factor on Travelocity, with advertisement in the last year. Toyota, also used social media to promote their Toyota Pro Celebrity Race, it has brought together a star-studded field of Hollywood’s elite to race for charity. The race is brought on by many stars from film, television, music, sports and fashion that will showcase their newly earned racing chops in identically prepared, race-ready Scion TCs on the historic 10-lap, 1. 97-mile street circuit through the downtown streets of Long Beach in Southern California. On behalf of each celebrity racer, Toyota donates $5,000 to racing for Kids every year and another $5,000 to the winning racer’s charity of choice. Racing for Kids, a national nonprofit program benefiting children’s hospitals throughout the country, (in this case, Miller Children’s Hospital in Long Beach and Children’s Hospital in Orange County, Calif. ), was created as a way to connect sick children with their favorite celebrities and race-car drivers. Toyota has donated more than $1. 9 million to various children’s hospitals since 1991, on behalf of this race and its participants (ELB, 2011). Just like any business there are ups and downfalls, and Toyota has seen their fair share of both. In 2009, Toyota came under attack by the National Highway Traffic Safety Administration that established 3. 8 million of its vehicles of having an unintended acceleration defect. This was led to a tragic accident with a California family who was an owner of a Lexus a (Toyota vehicle) losing four people in the car due to the floor mat, being on the accelerator. Although, the federal agency said it was still investigating the exact cause of the acceleration problem, this still left Toyota owners concerned and terrified. This was brought to the media on a silver platter, with the news, and dealerships everywhere. Toyota released a letter, with apology and tried to correct the problem but mistakenly made matters worse. The letter was misleading and didn’t sound sincere nor did it correct the problem it clearly stated that there was no major problem with the Toyota vehicles. This almost destroyed Toyota makers as a whole! However, Toyota took action and right away got great public relations personnel, and they started monitoring their campaign sites often with updates daily. Toyota corrected the problem with the media and consumers by providing the customer with newer and better quality vehicles. They are slowly but surely rebuilding the trust of their loyal customers and regaining them back. They have made a remedy to the situation with providing safer vehicles. Toyota’s Public relations personnel addressed consumers concerns and followed up with action. As a public relations professional in the 21st century, it’s important to constantly reach out to the public, not only to enhance your company’s appearance, but to do on to he customers in a good as well. Even though Toyota will undoubtedly be under the magnifying glass for their latest recall, having a public relations professional can be an excellent card to pull when having a downfall. The Nonprofit and for-profit businesses have multiple similarities and difference. The different marketing concepts contribute to the differing factor being the purpose of for-profit marketing is t o encourage customers to buy, while the purpose of nonprofit marketing is to encourage people to give as a charity. Investment returns may vary between the two, although the principles of marketing still remain the same, however some of the methods must be different. In that being said, the main purpose of marketing for-profit businesses is to inform potential customers in your target market to let them know about your product or service and how it can benefit them, with a goal of selling it in exchange for money. The business keeps the money, and the customer enjoys the product or service that they had purchased. However, for profit marketing focuses on developing new markets and ideas, for existing products or identifying markets for new product lines ahead. Then so, as non-profit business markets the work it does. Building customer awareness is the main factor of the marketing industry. The customer gives money to the organization in exchange for the opportunity to contribute towards its humanitarian work and good deed. For profit marketing, focuses on keeping the funds, while the individual retains their knowledge from the organization. Meanwhile, the organization uses the money to make a difference in society and to its organization as well. For-profit business can market using a variety of methods, such as marketing mix, target market identification, position, branding, and public relations and advertising. The not for profits organizations use the majority of these methods; for instance, the non-profit will conduct market analysis to identify potential donors and sponsors. Nonprofits organizations are tax exempt. Most of them are supported by their members of the organizations who take pride in the organization. Nonprofit organizations have members who contribute to the organization. They also have donations and grants that help support their organization which makes them different from a for profit business. A nonprofit organization maintains its great reputation by helping others and giving back to the public. The difference between the marketing of the two types of businesses is the fulfillment of the customer need. Unlike the for-profit makes a profit on the sales from the customer’s purchases. Meanwhile the goal of the for-profit marketing customer has a need of their own that they want to fulfill by making purchasing to their business of choice and getting great customer service in return. There are many nonprofits businesses that do conduct retail sales of promotional items to help raise funds, but this is not their primary product or service, this is just a short term offer to make customers feel good about their purchasing by also contributing to a good cause. In today’s society building and promoting a company’s brand takes a lot of effort and hard work. There are many different methods that public relations professionals can take a hold of when rebuilding a company’s brand or even making it better than before. The changes in the 21st century have made it easy for non-profit and for-profit businesses to communicate to the media. Great Public Relations professionals know how to conduct business in a professional way with the media and still uphold the company by supporting their image. Public relations professionals will and always further enhance the likelihood through its own growth and development and will produce more success towards businesses. By Public relations professionals having a prompt respond to the media can help the businesses image and withhold their loyal consumers. Great Public Relations professional always has a plan and they direct the development and communication of informational programs to maintain favorable public and stockholder perceptions of an organizations accomplishments and agenda. Indeed, a great public relations professional is great to have on your side when coming into a downfall with a company and needing help with a spokesperson. All in all Public relation personals contribute success to many company’s and organizations.