Monday, May 25, 2020
The Top 40 Russian Surnames and Meanings
Russian surnames have many origins, including occupation, fathers first name, personal nickname or family nickname, geographical location, and even personal surnames given to seminary students based on their good or bad qualities. The following list includes the 40 most popular contemporary Russian surnames, their meanings, and variations. Surname in English Meaning Details and Variations Ivanov son of Ivan female: Ivanova Smirnov from - peaceful, quiet, calm female: Smirnova Petrov son of Pyotr female: Petrova Sidorov son of Sidor female: Sidorova Kuznetsov from - blacksmith female: Kuznetsova Popov from - priest female: Popova Vassiliev son of Vassily female: Vassilieva. Can also be spelled as Vasiliev / Vasilieva Sokolov from - falcon, hawk female: Sokolova Mikhailov son of Mikhail female: Mikhailova Novikov from - old Russian for newcomer from the secular (mirskoe) name/nickname Novik, which comes from the word new Fyodorov son of Fyodor female: Fyodorova Morozov from - frost Female: Morozova Volkov from - wolf female: Volkova Alekseev son of Alexei female: Alekseeva Lebedev from - swan female: Levedeva Semyonov son of Semyon female: Semyonova Yegorov son of Yegor female: Yegorova Pavlov son of Pavel female: Pavlova Kozlov from - goat female: Kozlova Stepanov son of Stepan female: Stepanova Nikolaev son of Nikolai female: Nikolaeva. Can also be spelled as Nikolayev / Nikolayeva Orlov from - eagle female: Orlova Andreev son of Andrei female: Andreeva. Can also be spelled as Andreyev / Andreyeva Makarov son of Makary female: Makarova Nikitin son of Nikita female: Nikitina Zakharov son of Zakhar / Zakhary female: Zakharova Solovyov from - nightingale female: Solovyova Zaitsev from - hare female: Zaitseva Golubev from - dove, pigeon female: Golubeva Vinogradov from - grapes female: Vinogradova Belyaev from female: Belyaeva. Originates from the secular name or nickname that meant white Tarasov son of Taras female: Tarasova Belov from or female: Belova. Originates from the secular name or nickname that meant white Komarov from - gnat, mosquito female: Komarova Kiselyov from - kissel female: Kiselyova. Originates from the name of a Russian traditional fruit drink similar to mors with the addition of starch or arrowroot Kovalyov female: Kovalyova Ilyin son of Ilya female: Ilyina Gusev from - goose female: Guseva Titov son of Tit female: Titova Kuzmin son of Kuzma female: Kuzmina The Most Popular Russian Surnames and Their Origins Ivanov (ÃËà ²Ã °Ã ½Ã ¾Ã ²)à remains one of the most popular last names in Russia. This surname comes from the first name Ivan, which was for centuries a very common name, especially among the peasant class. There are almost 100,000 Ivanovs just in Moscow, despite the fact that the majority of Ivanovs live in Russian regions. Russians often use the expression ÃËà ²Ã °Ã ½Ã ¾Ã ², ÃŸà µÃ'âÃ'â¬Ã ¾Ã ², à ¡Ã ¸Ã ´Ã ¾Ã'â¬Ã ¾Ã ² (Ivanov, Petrov, Sidorov) when talking about the average Russian. Ivan Ivanych Ivanov is equivalent to the English John Smith. While the surname Ivanov came from a first name, another popular Russian surname,à Smirnov, originated from a nickname that means the quiet one (Ã' à ¼Ã ¸Ã'â¬Ã ½Ã'â¹Ã ¹). It is thought to have appeared in peasant families that had many children and considered having a child whoà was quiet and calm to be a blessing. The surname Smirnov is typical for the Northern Volga region (Povolzhye) and the central parts of Russia (Kostromskaya Oblast, Ivanovskaya Oblast, and Yaroslavskaya Oblast). It is the 9th most popular name in the world, with over 2.5 million people called Smirnov. Changes in Russian Surnames Over the Centuries Russian surnames appearedà at different times in different classes of Russian society. For example, citizens of theà Novgorod Republic,à or theà Novgorodian Rus, already had surnames in the 13th century, while many peasants, especially those who lived in less central parts of Russia, did not receive official records of their surnames until the 1930s. The first Russian surnames were Slavic pagan names that described the persons character or a particular trait, and, less often, occupation. These appeared long before the first official surnames were recorded, and continued to be used alongside Christian names for many centuries. While some of them were nicknames bestowed on a person during their life, others were names that newborn babies were given as an intention for the kind of character or life they would have, or to describe the conditions surrounding the babys birth, such as particularly cold weather. For example, Nekras -à à à µÃ ºÃ'â¬Ã °Ã' (nyeKRAS) - was often a name given in the hope that the child would be beautiful. à à µÃ ºÃ'â¬Ã °Ã' means not beautiful, and the opposite meaning of the name was meant to ward off bad spirits and guarantee the realization of the parents intention for their child. These names eventually transformed into surnames, creating such names as, in this example, à à µÃ ºÃ'â¬Ã °Ã' à ¾Ã ² (nyeKRAsuff).
Thursday, May 14, 2020
Lab Report on Photosynthesis Essay - 1251 Words
Lab Report: Understanding Photosynthesis Gen Biology Lab Abstract: This lab was called photosynthesis: understanding photosynthesis. It is a highly complex process that needs to be broken down in many steps to understand how it works. This lab covers the big components in photosynthesis including carbon dioxide intake, light consumption, and varying pigmentation. Introduction: Photosynthesis is a huge concept to learn and understand in the field of biology. Plants have their own special way of using the ATP they produce. Photosynthesis is a process where plants harness the sunlight they receive and they produce carbohydrates, as well as oxygen for living things and other plants. Now the sunlight ultimately powers the process ofâ⬠¦show more contentâ⬠¦First we obtained a leaf from our instructor. Then we sketched the leaf and labeled the blade and petiole. The following procedure dealt with a chromatogram. The materials needed are: a pencil, safety goggles, scissors, chromatography paper strip, capillary tube, spinach plant pigment extract, test tube, cork stopper, graduated cylinder, chromatography solvent (alternative isopropyl alcohol), metric ruler, stopwatch or clock with a secondhand, hook/fashioned paperclip, paper towels, test tube rack, and mortar and pestle. First we obtained a strip of chromatography paper and cut it so it would fit insid e a test tube (with it barely touching the bottom of the tube). Also, when touching the strip, touch the sides only. Then we attached (firmly) the top of the strip to a hook (or fashioned paperclip at bottom of the cork stopper). Make sure it fits in the test tube. Next we used the pencil to draw a faint line across the strip two centimeters from the bottom tip of the strip. We placed the cork and strip in place, and we put a mark on the test tube one centimeter below the top of the stopper. The next step was to place the strip of chromatography paper on a paper towel. Then dip a capillary tube into the plant pigment extract (spinach pigment extract) provided by the teacher. The tube will fill on its own. We applied the extract to the pencil line on the paper, blew the strip dry, and repeated it three to four times until the line on the paper is a darkShow MoreRelatedLab Report On Photosynthesis1364 Words à |à 6 PagesPurpose The purpose of this lab is to observe the effect of white, green, and dark light on a photosynthetic plant using a volumeter and followed by the calculation of the net oxygen production using different wavelengths color of white and green light, and also the calculation of oxygen consumption under a dark environment, and finally the calculation of the gross oxygen production. Introduction Photosynthesis is the process in which plants consumed inorganic materials like solar light, carbonRead MorePhotosynthesis Lab Report1256 Words à |à 6 Pages Introduction - Background - Photosynthesis is a series of steps used by plants to create energy. Solar energy is converted to carbohydrate sugars which are used for metabolism later on. A simple way of explaining this is that the sun s energy is used to make chemical energy. Fig.1 (Royal Society of Chemistry, 2004) Question - Does the intensity of the light source affect the rate of photosynthesis? Hypothesis - If the wattage increases, the average time to float will decrease. Prediction - TheRead MorePhotosynthesis Lab Report1392 Words à |à 6 Pagesuse a process called photosynthesis to covert energy from the sun into energy they can use for their activities. The plantââ¬â¢s chloroplasts, along with water, carbon dioxide, and light are the essential elements required for photosynthesis to take place. The ââ¬Å"photoâ⬠part of photosynthesis is in reference to the fact that the process requires light. The simplest form of the photosynthesis equation is: H2O + CO2 ----light---- (CH2O)N + O2 As shown in the equation, photosynthesis produces carbohydratesRead MorePhotosynthesis Lab Report866 Words à |à 4 Pages Photosynthesis Lab 8 Section 022 Kaileen Savage Tanushree Majumber Introduction ââ¬Å"Photosynthesis is a biochemical process for building carbohydrates using energy from sunlight and carbon dioxide taken from the airâ⬠, (Morris, J. (2016) Biology How Life Works. New York, NY.). It is a system that uses plants and specific algae to synthesize molecules from both water and carbon dioxide. The oxygen we breathe and the food we eat is fueled by photosynthesis because it is anRead MoreLab Report On Photosynthesis1168 Words à |à 5 PagesPhotosynthesis is a vital process that autotrophs use to transfer light energy into chemical energy. Photosynthesis ultimately produces O2 and glucose. It, like many other biological processes, can be affected by environmental variables. The variable that we altered in the following experiment are intensity, light wavelengths, and pigment types. In order to do this, we conducted three experiments. In the first experiment, we examined the effect of light intensity by placing vials with chloroplastsRead MorePhotosynthesis lab r eport1791 Words à |à 8 PagesAbstract Photosynthesis is a food making process for algae and plants. The photosynthesis process rate varies from different wavelengths and intensities of light. This lab will evaluate the optimal wavelengths and degrees of intensity during photosynthesis when chloroplast is exposed to light. The mixtures of DCPIP with water, PO4 buffer, and chloroplast will be prepared in a number of cuvettes. The cuvettes were tested individually at different wavelengths and intensities to find the optimal rateRead MoreLab Report : The Photosynthesis1316 Words à |à 6 PagesSummary: The photosynthesis lab is comprised of three short experiments. These experiments showed how to understand and apply the absorbance spectrum and which colors and wavelengths correspond to visible light. In order to fully understand this absorbance spectrum and how to apply it, we initially prepared a substance comprised of acetone, a large spinach leaf and petroleum ether and measured its absorbance in the spectrophotometer. This showed us what wavelengths corresponded to the most absorptionRead MorePhotosynthesis Lab Report1828 Words à |à 8 Pagesresults obtained from Col-0 and Cvi-0 ecotypes concur with previous observations by Woodward Lake (2008). In their study, the authors noted that the rate of photosynthesis in most crop varieties grown in temperate habitats, increases at 75-85%. Woodward Lake (2008) also posited that the effects of low VPD on the rate of photosynthesis vary depending on environmental changes. In their experiment, Woodward Lake (2008) also confirmed th at 90% RH leads to reduction in stomatal aperture and subsequentlyRead MoreIB Bio lab report on photosynthesis1509 Words à |à 7 PagesThe effect of different coloured lights on the rate of Photosynthesis Objective: To find out which colour of light provides the best consequences for the production of oxygen/ the rate of photosynthesis Background: In photosynthesis, there are two main parts, including light dependent and light-independent reactions. Plants use the energy from light for producing sugar, which is being converted into ATP by cellular respiration. They also are the only organisms that produce oxygen along with glucoseRead MoreEssay about photosynthesis lab report653 Words à |à 3 Pagesï » ¿Photosynthesis Lab Report Purpose: To research the effect of different wavelengths (colors) of light on plant growth during photosynthesis. Background Information: Photosynthesis is the process by which sunlight is captured by chloroplasts within plant cells and turned into energy. This energy is used to help the plant grow roots, leaves, flowers and fruit. Energy is required by living things
Wednesday, May 6, 2020
Persuasive Essay Free Tuition - 989 Words
Dorri Raquib 222061 2/27/17 Persuasive Essay rough draft Free Tuition College is a very rewarding life choice for many people in the United States. It allows young adults to transition into adulthood with essential skills and knowledge to prosper in the work force. Giving the equal opportunity of secondary education to all Americans would be the most ideal situation. There would be an obvious increase of people educated adequately to make informed political, economical, and social decisions in our country. However, making college tuition completely free of cost is not a feasible strategy. Reasons that this plan is flawed is : Large increase of interest in students in applying to colleges, the value of a college degree would decrease,â⬠¦show more contentâ⬠¦Trade Schools also explains that due to a much larger population the schools will have more cutbacks and decreased access to some programs (Trade Schools 2017). As said by the author of the Trade Schools article, if free tuition came into effect, schoo ls would have to make cuts in programs and classes. There would be such a massive increase in the number of students attending a college because free college is appealing. Due to the increasing numbers, schools would have to hire more professors and more staff in general the match the population of students. Since the college would be forced to hire more staff, the college administration would be more inclined to hire less qualified instructors to do the job for less pay. Some might say that students won t have an increased motivation to apply to a college with free tuition because scholarships allow for the same opportunity now. Since students that attend college with easily attainable scholarships, the majority of those students aren t expecting to pay tuition anyways. Basically saying that scholarships have the same effect on student s motivation to apply to college as free tuition. Even though scholarships do create lots of opportunities for many of those who cannot pay thousand s of dollars for tuition, at the same time, scholarships are limited. Not everyone is selected for every scholarship. Students will find it easier to apply to a school that they do not have to pay for rather than applyingShow MoreRelatedThe Community College Model Works Just Fine1361 Words à |à 6 PagesIn February of 2015, Citizens Voice published an essay written by Dr. Michael MacDowell, in which he gave his opinion on Barack Obamaââ¬â¢s recent proposal to make the first two years of community college free of charge. Dr. Michael A. MacDowell, retired president of Misericordia University and a writer for Citizenââ¬â¢s Voice, disagrees with Obamaââ¬â¢s plan and makes this clear in his article s title, ââ¬Å"The Community College Model Works Just Fine.â⬠MacDowellââ¬â¢s biggest arguments is that the community collegeRead MorePersuasive Essay Topics1228 Words à |à 5 Pages101 Persuasive Essay Topics By: Mr. Morton Whether you are a student in need of a persuasive essay topic, or a teacher looking to assign a persuasive essay, this list of 101 persuasive essay topics should be a great resource. I taxed my brain to create this huge list of persuasive essay topics relevant to todays society, but I believe I am happy with the results. I appreciate any and all comments or feedback. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24Read MoreIn The Short Essay, ââ¬Å"Is Forgiving Student Loan Debt A Good807 Words à |à 4 Pages In the short essay, ââ¬Å"Is Forgiving Student Loan Debt a Good Idea?â⬠by Kaya Webley, she illustrates through validations that student debt is a problem, but Applebaumââ¬â¢s proposal brings about political and economic problems. One of her validations is that most people can afford their student loans. She also states that only a small handful of graduates leave school with an unbearable student debt. Webley touches upon programs that are already in place to help pay off college debt. Another one of herRead MoreShould College Be Free?1916 Words à |à 8 Pagesthe cost of the tuition. My parents dropped out of college after one year because they didnââ¬â¢t put the work in to get scholarships, and tuition was too much. My oldest sister is in her third year of college and is already plannin g to come out of college with $70,000 debt, because she is in a private school. She has worked very hard to earn scholarships, and to keep up her grades. With the price of tuition increasing every year, many people are starting to ask ââ¬Å"Should college be free?â⬠With my experienceRead MoreShould More People Going For College?1602 Words à |à 7 Pagescollege to learn the core curriculum. That is to say, most core curriculum should be learned starting from elementary school to K-8 grades. Furthermore, high schools should have more courses like humanities and social sciences. If people are able to make free choices, then choosing to go to professional fields or cheaper learning institutions are choices worth considering. Assessing the downside Within the introduction, Murray states that, ââ¬Å"More people should be going to college, not fewer. Yes and noâ⬠Read MoreWhat Criteria Do For More Important? Ideas, Proper English Grammar?1610 Words à |à 7 Pagesschools turned in our documents reflecting our command of the English language. Each student should be graded according to his work no matter what country they came from. When I turn in my work, Iââ¬â¢m letting the teacher know that I am turning in a grammar free document. It is up to the instructor to verify my claim and grade accordingly. The UoPeople website requires students for proof of English proficiency (UoPeople, 2016). How would you assess a forum response or a peer assignment which is counter toRead MoreWriting and Research Paper2935 Words à |à 12 PagesGrade Percentages Essay #1: (10%) 500 word personal memoir on childhood and family, or a sense of place Essay #2: (10%) 750 argument essay: gender roles Essay #3: (25%) 1,000 word researched and documented argumentative/persuasive Essay Essay # 4 (10%) Mid-term: Critical Analysis Essay #5: (15%) 500 word Critical analysis Essay/ oral presentation Essay # 6: (10%) Final: in-class essay Other grades: Read MoreShould College Athletes Be Paid?2005 Words à |à 9 PagesOne of the many controversial issues regarding college sports is whether athletes should be paid or not. The argument against paying college athletes is often that they are already paid in the form of full ride scholarships for a free education, for one, and two that college is for amateurs and to pay them would mean that they are professionals and not student-athletes. But as a college student myself I can tell you a scholarship does not cover all the expenses of college. College sports is big businessRead MoreThe Effects Of Facebook On Family Gathering1932 Words à |à 8 PagesMock Genre Essay #3 Facebook post: Family Gathering Had a great time at the welcome home party for my uncle Billy who just returned back from California for the first time since he left. It was only 6 months but for a family thatââ¬â¢s as close as mine it an extremely long time. It was a great welcome home party and everyone had a good time not just my uncle. Reflection The Facebook genre is very casual and informal. It can cover almost anything but mainly is focused on things that happen over theRead MorePerforming In Pornographic Films And the Risks Involved1827 Words à |à 8 Pagesdrivers, owners, office workers, etc.)â⬠(Lubben). Wians theory as to why young female performers get involved is that they are uneducated 18-21 years old having who go from fast food jobs to making tens of thousands of dollars a month with a ton of free time and no supervision(lubban). Most common it appears that women have breast implants to help enhance their marketability in porn. This logically then would extend to why it is popular practice outside of the industry to have implants, because
Tuesday, May 5, 2020
Consumer decision of making across modern - MyAssignmenthelp.com
Question: Discuss about the Consumer decision of making across modern. Answer: Introduction This report will discuss about the consumer decision-making process of Sony. In addition, the primary and secondary target market of Sony will be determined and analyzed in terms of different segmentation aspects. The current perception of the consumers around the world regarding the products of Sony will also be discussed along with discussing the effectiveness of their advertisement on the perception of the consumers. In accordance to the identified factors, recommendations will be provided in order to have effective and ideal marketing mix of Sony. Company profile In the current business scenario, there are only a few business organizations, which are having huge brand presence and value across the world along with having a positive brand preference among the consumers. Among those certain brands, Sony is one of the leading one, which is having diversified product portfolio and have their market presence around the world. Sony was founded in Japan by Masaru Ibuka and Akio Morita in 7th May 1946 (Sony.net 2018). Sony is having their presence in different business sectors ranging from electronics, gaming consoles to entertainment including producing movies and music. They also have the leadership status in the market of semiconductor. Sony is having the presence in the financial and banking sector also. as of 2017, Sony is ranked at 105th in the Fortune Global 500 list of companies. Thus, Sony is one of the largest and profitable business corporations in the world. Product portfolio Among all the sectors earlier discussed, Sony is mostly popular in the electronics business having mobile devices, music devices, televisions and camera in their product portfolio. Sony is one of frontrunners in introducing advanced and innovative products in the market. They are known for the introduction of Walkman, which initiated the idea of portable music players in the market (Du Gay et al. 2013). Moreover, their camera is also well known and popular around the world. The mobile devices of Sony also went through different innovations in terms design, sound and camera. They first introduced the concept of swivel mobile phone in the market. However, with time, their entire product range went through modifications in terms of different aspects such as mobile devices of Sony were previously powered by Symbian and now they are powered by Android. Their televisions are previously having picture tube and now they are having LED panels. Marketing trend The product life cycle for Sony is varied and diverse due to their huge variety in product portfolio. They have introduced products in different sectors in different time period. Thus, some of their new products are in the growth stage and some of them are in the maturity stage. For instance, the life cycle of their walkman series is in the decline stage along with their televisions with picture tubes. On the other hand, the latest mobile devices introduced by Sony under the Experia range are in the growth stage. The LED panel televisions and music systems of Sony are in the maturity stage due to the reason that, Sony is having maximum market penetration in the market of music system. In the recent times, the competition for Sony is rapidly increasing in the electronics sector mainly from the rise of the cheap Chinese competitors. Moreover, other established players such as Apple and Samsung are also proving threat to Sony by introducing more updated products in the market. In terms of the mobile device market, Sony is facing losses and are trailing behind the major competitors. Figure: 1 Market share of Sony mobile Source: (Android Authority 2018) The above figure shows that Sony is trailing behind established players such as Apple and Samsung along with the Chinese brands. Thus, in this case, the effective determination of the requirement of the market along with the up gradation of the innovative features in their mobile devices is important. Figure: 2 Sales of Sony from their different business sectors Source: (Statista 2018) the above data shows that, Sony is fetching maximum revenue from their gaming and networking business followed by their financial sectors. The electronics business of them is rapidly decreasing in terms of generating revenue. Thus, it is important for them to identify the key barriers in their electronics business and implement steps in accordance to that. Marketing strategies of Sony Sony being one of the leading multinational corporations initiates extensive marketing strategies covering different sections and segments of the society. Sony electronics follow various distinctive and innovative marketing approaches in order to cater to more numbers of customers. In terms of the Porters generic strategies, Sony follows cost leadership and differentiation strategy rather than the focus strategy (Arnett and Wittmann 2014). This is mainly due to the reason that, the products of Sony covers both the higher end and mass market customers. Thus, economies of scale enable them to maintain the cost leadership along with providing multiple innovative and advanced features in their products to create the distinctive approach in the market. They also initiate the sponsorship of various sporting events such as sponsoring the FIFA world cup of 2010 and 2014. This helps them to attract and cover more numbers of customers at one go along with enhancing the brand identity around the world. They also have separate advertising campaigns for their products and they all are designed according to the preference and cultural pattern of the target market (Turco 2015). Identification of the target market As earlier discussed, Sony is having huge variety of products and covers different customer segments at different income sets and ages. Thus, the primary target market for Sony will also be huge ranging among different customer segments (Cross, Belich and Rudelius 2015). However, segmentation of the market comprise of different aspects. The following sections will analyze the primary target market of Sony in terms of different aspects. Demographics In terms of the demographic segmentation, the primary target market for Sony is the age group between 18 to 50 years of age. The target age group is huge due to the reason that, the mobile and music products will target the lower age groups. On the other hand, products such as televisions will attract the higher age group (Hamka et al. 2014). In terms of the income segments, the target market of Sony is the middle and higher class population. This is due to the reason that, they are having niche and higher end products targeted for the higher end customers. On the other hand, their mass market products will be affordable for the middle class customers. In terms of the family size, the primary target market for Sony will be everyone ranging from single individual to family man. Home music systems will target the family man and portable music system will cater to the single individuals. Psychographics In terms of the psychographic segmentation, the primary target market of Sony is the active and socially aware people. This is due to the reason that, the updated products being introduced by them in the market will attract these sections only rather than the traditionalists and conservatives (Gunter and Furnham 2014). However, the conservatives and the traditionalists are also the secondary target market for Sony due to the reason that, Sony is an age old company and there are certain loyal customers for them who are willing the products of Sony only. Behavioral In terms of the buying intentions, the primary target customers for Sony are the tech-savvy customers. This is due to the reason that, tech-savvy people will get attracted by the rapid change in the technology in the electronic products. Conservatives will not be interested to update themselves with the latest technologies (Yao et al. 2014). Moreover, the target customers for will be the quality centric with having the potentiality of heavy usage. The buying decision will be mainly based on benefits such as seamless operation and good after sales service. Recommended secondary target market From the above analysis, the existing target market of Sony is being discussed. However, from the above analysis, it can be concluded that, the age group above 50 and below 65 can be targeted with different product category. This is due to the reason that, in the recent time, customers having age above 50 are attracting more towards the technological products. Moreover, Sony is trailing behind their competitors in their existing target market; this new target segment will create business opportunity for them. Products such as user friendly mobile devices, televisions and home music systems will be the key to target this segment. Existing product mix strategy of Sony Product The products of Sony ranging from the televisions to the mobile devices are designed and loaded with latest technologies in order to the tech-savvy target customers. Moreover, the product range of Sony is being changed according to the current trend in the market. For instance, they introduced walkman series mobile phone when music in the mobile devices are accepted by the customers. Currently, Sony is selling Android powered Smartphone to cater the current trend and requirement of the market (Hsiao 2013). The products are made durable and long lasting in order to fulfill the expectation of the loyal customers and the behavioral aspects of them Price In order to target the middle and higher class customers, all the product categories of Sony are offered in different price segments. For instance, Sony Experia mobile devices are sold in mid price range and higher price range. Pricing is being initiated according to the latest technologies being loaded with the products. This enables them to push the older products by offering lower price. Place The primary target market of Sony is the middle age people and thus, online marketing is equally promoted along with the offline marketing. This helps them to cater to more numbers of customers at one go. The stores are also designed according to the taste and preference pattern of the target customers (Prashar 2013). Thus, initiation of the Omni-channel marketing is helping Sony to target both traditionalists and the tech-savvy customers (Fulgoni 2014). Promotion Promotional activities of Sony involves both online and offline mediums (Zhurkina, Ukhanova and Nikishin 2015). Promoting through offline medium such as sponsoring sporting events and with the help of the electronic media helps to target the largest sections of the target section. Online promotion helps to target the tech-savvy customers and the lower age target market (Hing et al. 2014). Consumer decision making process Brand perception For the contemporary business organizations such as Sony, consumer perception regarding the brand is important for enhancing the future business scenario. There are various modes and process by which, the business organizations tray to create positive perception among the target customers. Sony also initiates different policies in order to create the positive perception for their brands (Zenker and Beckmann 2013). One of the key activities promoted by them is the initiation of the corporate social responsibilities. This helps them to have positive implications on the perception of the customers. The current perception of the customers regarding the brand of Sony is the manufacturer of gaming consoles, mobile devices, music players, televisions and camera with having relatively higher price point compared to their competitors and with having attractive designs. Brand expectation Consumers opting or buying the products of Sony have the motivation for having branded products, which will enhance their social status. In addition, customers are also motivating towards the fact that the products of Sony will be of higher quality and will be durable. Thus, the chance of disputes will be less and the customer service will also be favorable. The anticipated returns for the customers from the Sony products are to have long lasting and durable products with having latest and user friendly features. Consumer decision making process Need recognition Identification of the need for the consumers is generally originated from internal and external sources. Internal sources for need generation for Sony products are the need to have a technologically updated product from an established brand (Maity and Dass 2014). External sources include advertisements of the products and communicating the benefits of using the products to the potential customers (Mortimer and Pressey 2013). Information search The next step involves the search for the information regarding the products in the markets. In the case of the products from Sony, customers can derive the information from online as well as from the offline mediums. Social media is one of the key sources for deriving information for the products. Evaluation of alternatives Information search lead to the identification of a few alternatives (Aruldoss, Lakshmi and Venkatesan 2013). Evaluation of the alternatives is being done by the customers regarding the offered features, price, design and utility. Sony are having huge variants of their products are having higher potential to get selected. Purchase The final decision is the purchasing of the most effective one from the available alternatives (Sallam 2014). The more positive impact of the Sony will be on the customers, the more will be the probability to get selected. Effectiveness of the advertisement of Sony As discussed earlier, Sony is having extensive policy of advertising their products involving different mediums. Advertisement plays the key role of communicating the benefits of the products to the customers. In the case of Sony, distinctive approach and design of the advertisements helps to gain the attention of the customers. Moreover, the approach of the advertisements for Sony is designed according to the local taste and preference pattern of the target market. The approach of the advertisement of Sony is more informative and thus, it helps in maximizing the interest of the customers. Moreover, it is also to be noted that, the advertisement of Sony is customer centric. This is due to the reason that, their advertisement communicates the benefits to be gained by the customers. Another key attribute of the advertisements of Sony is that, they are being designed according to the local taste and cultures of different locations around the world. This helps them to target the customers effectively. On the other hand, the personalization attribute initiated by them in the case of the home gadgets, while they use their global promotional approach for their mobile devices. Recommendations As discussed earlier, customers above the age of 50 should also be targeted. This will help to reduce the dependency on the over competitive existing target market of them. Moreover, the competition is also lower in the older age group. Thus, Sony will have more untapped to grow their business. The product should be made more affordable due to the reason that though Sony is having mass market models, but still they are expensive compared to their competitors. Thus, in order to compete in the market, they need to reduce the price further. In this case, it is being recommended that, Sony should benchmark some of their competitors and offer their products accordingly. If the pricing of their products can be well aligned with the quality being offered by them, then the market opportunity will be high for Sony. Electronic products of Sony are having latest technologies but they always acts as late mover in the market. Thus, their products should be updated with latest technologies more frequently in order to tap the market effectively. In the case of their mobile devices, there are various technologies that are not being used by their competitors but not be them. Thus, Sony should initiate the strategy of early bird in proving new technologies. Sony should have their offline stores in the tier II and tier III cities in order to tap those markets. This will reduce the dependency on the tier I markets. Moreover, major sections of the tier I and tier II cities especially in the developing countries are untapped. Thus, it will be a huge opportunity for Sony. The promotional activities should be aligned with the social media. This will help to change the approach of the promotion according to the determination of the market trend. Moreover, initiation of the social media marketing will also help them to enhance their brand value and loyalty among the customers. Thus, in the current business scenario, it is important for them to maintain the favorable brand image in the market. Conclusion Thus, from the above discussion, it can be concluded that, in the recent time, Sony is facing the issue of increased competition in the market. Thus, the revenue generation of them is rapidly reducing. This report discussed about the existing target market of Sony along with the recommended target market strategies. Customer perception regarding the branding of Sony is also being discussed in this report. 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