The Study Of Bioinformatics Is A Science That Combines The...

BIOL2127 – Advanced Bioinformatics 2015 Jimmy Tai Huynh – s3430770 Sequence no. #43†¦show more content†¦In order to determine and analyse data for the structure and the functional of biological molecules and also specific biological problems, with this tool and computational techniques, it enables researchers to analyse the information that is associated with biomolecules on a wider scale through the computer databases that is based on existing data (1). Bioinformatics can be described as a dry practical lab work. With the use of computers, it has become one of the easiest ways in predicting the possible outcomes of the lab experiment, and most importantly, plays an essential role in modern biology. This helps researchers to have an idea of the biological data that is available and the vital role in the discovery of the new biological relationships (2). By using these tools that are available, bioinformaticians are required to familiarise themselves with the nucleotide and protein sequence that is being analysed, the possible mutations and motifs etc. Familiarising with structure and functions of proteins is vital in being able to manipulate it and employ the DNA, and working with it. Nowadays, science and technology is slowly advancing everyday, which have leads to; scientists discovering the new advances in algorithms, which is a software and a hardware for molecular dynamics (MD). It

Corporate Social Responsibility Business Communication...

Corporate Social Responsibility Business Communication and Technology Due Date: 29th August Teacher: RYANCL Form: 11O Table of Contents Corporate Social Responsibility 2 Introduction 2 Legal Requirements 2 Drawbacks/Disadvantages 2 Industry Example – Carnival Australia 3 Conclusion 4 Recommendations 4 Reference List 5 Appendix 1 6 Appendix 2 7 Corporate Social Responsibility Introduction What is Corporate Social Responsibility? The responsibilities a business has to the environment, society, and public health (The Triple Bottom Line Approach, refer to appendix 1) are major factors in relation to the long sustainability of a corporation. Corporate Social Responsibility (CSR) is a means by which an organisation can incorporate self-regulation into their business model whilst addressing environmental and social concerns in their business operations and interactions with their stakeholders. 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Effects Of Menopause On Women Health And Social Care Essay Free Essays

The climacteric affects womens normal quality of life and is marked by the stoping of menses. This fact has been proved and highlighted by research workers from clip to clip. In the UK and other developed states tremendous diminution in maternal mortality, leads to increasing proportions of adult females are lasting up to the climacteric age and old ages of active life beyond it. We will write a custom essay sample on Effects Of Menopause On Women Health And Social Care Essay or any similar topic only for you Order Now The mean life anticipation for adult females in developed states is around 75 old ages ( Khaw, 1992 ) . Harmonizing to Rees et al figure of older people will lift because addition in life anticipation and diminution in birthrate rate ( Rees et al, 2009 ) . Majority of adult females in advanced societies experience climacteric and can anticipate to populate about 30 old ages beyond this event ( McKinlay et al, 2008 ) . This means most of adult females will confront alterations during menopausal age which includes vasomotor symptoms, sexual disfunction, psychological symptoms and the long term effects of climacteric on bone. Osteoporosis increases the hazard of break and loss of mobility which leads to dependence of others. Consultations for the climacteric are increasing with the addition population and at that place high life anticipation. Health attention professionals associated with adult females ‘s wellness, will be covering with this of all time increasing job more often. This literature reappraisal will assist trainee gynecologist, general practicians and advisers to better their apprehension of climacteric symptoms and there comparative direction Aim and Objective This reappraisal article is aimed to review and better cognition of trainee gynecologists, general practicians and advisers covering with menopausal adult females. An effort is made to simplify the basic constructs in climacteric based on critical analysis of best available grounds. The completed reappraisal article was sent to five gynecologists who have interested in climacteric for equal reappraisal and feedback. These included specializer registrars, advisers, and general practicians. The feedback questionnaires include inquiries about content, relevancy to targeted audience and utility in pattern. The quality graduated table with five point response options from ‘1 for hapless ‘ through to ‘5 for excellent ‘ was used. The free text inquiries about countries for betterment and airing of this article were besides included. The feedback signifiers were collected and analysed anonymously. In the reflection subdivision, thoughts and suggestions from equal reappraisal forms the nucleus treatment. Literature reappraisal What is Menopause? The climacteric is defined as the surcease of the catamenial rhythm and is caused by ovarian failure. The term is derived from the Greek meno, intending month, and intermission, intending an stoping. ( Rees et al 2009 ) . The perimenopause includes the period get downing with the first characteristics of nearing climacteric and ends 1 twelvemonth after the last catamenial period. Menopausal passage is period of clip of the perimenopause that ends with the concluding catamenial period ( Burger et al, 2002 ) . What happens ( biological science of climacteric ) ? The biological science underlying the passage to menopause includes cardinal neuroendocrine alterations every bit good as alterations within the ovary, the most contact of which is a profound diminution in follicle Numberss ( Burger et al, 2002 ) . The entire Numberss of oocyte are maximum at intrauterine life. The entire figure of germ cells appears to lift steadily, around 600,000 at 2 months which making a extremum of 6,800,000 at 5 month. By the clip of birth, the figure of oocyte will worsen. In newborn babies around 100,000 oocytes remains and at the age of 7 old ages merely 300,000 oocytes survives ( Baker, 1963 ) . The figure of follicles lessenings with increased age, alteration occurs when figure of follicle falls to the critical figure of 25,000 at age 37.5 old ages. The figure of follicle reduced to around 1000 at 51 old ages and it was adopted as the menopausal threshold because it corresponds to the average age of climacteric in the general population ( Faddy et al, 199 2 ) . In one survey it was demonstrated that figure of follicle was 10-fold higher in normal flowing adult females than that in perimenopausal adult females. Follicles were virtually absent in the postmenopausal ovaries ( Richardson et al, 1987 ) . Menopause is triggered by the figure of ovarian follicles falling below a threshold figure and is irreversible because oogonial root cells disappear after birth ( Faddy et al, 1992 ) . When it happens? In one survey it is demonstrated that the mean age at natural climacteric was 51.4 old ages. If the climacteric occurs in a adult female who is less than 45 old ages of age, it is known as premature climacteric ( have to happen out ) . Smoke, lower educational attainment and nonemployment were related to earlier age at natural climacteric and anterior usage of unwritten preventives and para were associated with ulterior age at climacteric ( Gold, et Al, 2001 ) . What are the common symptoms of climacteric? In climacteric, there is decrease in production of oestrogen and addition in degree of gonadotrophin. Follicular exciting endocrine gets addition in circulation and lessening in degree of oestradiol and inhibin B ( Burger et al, 2002 ) . Therefore during the climacteric diminution in the degree of oestrogen, can do a figure of symptoms. The major menopausal symptoms are hot flowers, dark workout suits and urogenital symptoms, including vaginal waterlessness, loss of lubrication with sexual intercourse, and urinary frequence ( Farrell 2003 ) . Some symptoms are discussed in item below ; Vasomotor symptoms Hot flowers and dark workout suits are the primary and most common symptoms of climacteric. Hot flowers have great variableness in their frequence and badness in adult females ; they may prevail for several months or last for 10 old ages ( Utian, WH, 2005 ) . Hot flowers are episodes of inappropriate heat loss mediated by cutaneal vasodilatation over the upper bole ( Rees et al, 2009 ) . Vasomotor symptoms are extremely prevailing in most societies. The prevalence of these symptoms varies widely and may be influenced by a scope of factors, including clime, diet, lifestyle, adult females ‘s functions, and attitudes sing the terminal of generative life and aging. Forms in hot flush prevalence were evident for menopausal phases and, to a lesser grade, for regional fluctuation ( Freeman et al, 2007 ) . Urogenital wasting and urinary incontinency Atrophic alterations occur in the vulva, vagina, urethra and vesica subsequent to oestrogen want ( Iosif, 1992 ) . This changes leads to cut down sexual activity. The oestrogen receptors decline in the vaginal mucous membrane after the climacteric, Cavallini survey shows ER as dominant oestrogen receptor in the human vagina and no significant difference has been seen in its look between pre-menopausal and post-menopausal groups. While a diminution of the ER? messenger RNA degree has been found in the post-menopausal adult females merely. Therefore, Oestrogen receptors ne’er disappear wholly and, in response to exogenic oestrogens, the figure of receptors in the vagina can return to pre-menopausal degrees ( Cavallini et al, 2008 ) . Therefore, this activation of oestrogen receptors produces an addition in vaginal secernments and epithelial proliferation and vascularization taking to glycogen deposition and a decrease in vaginal pH due to higher lactic acid production ( Galhardo et al, 2006 ) . Some symptoms of urogenital wasting are listed in Table 1. Table 1. Symptoms of Urogenital Atrophy Vaginal Urinary Dryness Frequency Rubing Nocturia Burning/Soreness Urgency Discharge Dysurias Dyspareunia Recurrent urinary piece of land infectionsPsychological Symptom Depressed temper, anxiousness, crossness, temper swings are symptoms associated with climacteric ( Freeman et al, 2008 ) . There is grounds of increased hazard for developing depression. Depression during the perimenopause may hold a significant impact on personal, household and professional domains of life ( Cohen et al, 2005 ) . Womans are at a higher hazard than work forces to develop depression. Menopausal passage is associated with higher hazard for new oncoming and perennial depression. Ovarian endocrines modulate 5-hydroxytryptamine and noradrenaline neurotransmission, a procedure that may be associated with implicit in pathophysiological procedures involved in the outgrowth of depressive symptoms during periods of hormonal fluctuation in biologically predisposed subpopulations ( Frey et al, 2008 ) . In one survey following psychological symptoms were included ; ( Greene, 2008 ) . The psychological symptoms are listed in Table 2. Psychological Symptoms Anxiety Depression Feeling tense or nervous Feeling unhappy or down Attack of terror Loss of involvement in things Heart crushing rapidly or strongly Irritability Excitable Shouting enchantments Trouble in take a breathing Feeling tired or missing in energy Trouble in concentrating Osteoporosis Osteoporosis is a disease characterized by low bone mass, micro architectural impairment of bone tissue taking to heighten bone breakability and a attendant addition in break hazard ( Consensus Development Conference, 1991 ) . The authoritative osteoporotic breaks are hep, vertebral and wrist breaks. These osteoporotic breaks such as hip breaks have a really high morbidity and mortality. The life-time hazard of any osteoporotic break is really high and lies within the scope of 40-50 % in adult females and 13-22 % for work forces. Fractures happening at a site associated with low BMD and which addition in incidence after the age of 50 old ages ( Johnell and Kanis, 2005 ) . Dementia and Cognitive map Harmonizing to one survey grounds suggests that oestrogen failure associated with climacteric and station climacteric, which is related to cognitive and affectional upsets and to increased hazard of Alzheimer ‘s disease ( Solerte et al, 1999 ) . A gradual diminution in cognitive maps is portion of the normal aging procedure. However, pronounced confusion, freak out, memory loss and other alterations may signal a underdeveloped dementedness. A broad assortment of upsets can do dementedness like Alzheimer disease, vascular dementedness and dementedness with Lewy organic structures ( Rees et al, 2009 ) . Alzheimer disease is the most common type of dementedness and is characterized by memory loss, confusion and cognitive shortages ( ) . Oestrogen influences memory, knowledge and attenuates the extent of cell decease ensuing from encephalon hurts ( Wise et al, 2001 ) . Several surveies suggested that oestrogen is indispensable for optimum encephalon maps as oestrogen has been shown to increase intellectual blood flow, act as an anti-inflammatory agent, and enhance activity at neural synapses ( Behl, 2002 ) . Which are the interventions for menopausal symptoms? Merely one in 10 adult females seeks medical advice when they go through the climacteric, and many do non necessitate any intervention. However, if your menopausal symptoms are terrible plenty to interfere with your day-to-day life, there are interventions that can assist. Treatment for vasomotor symptoms Hormone replacing therapy is extremely effectual in relieving hot flowers and dark workout suits. In one systematic reappraisal 21 surveies, continuance from 3 month to 3 old ages were included with 2511 participants. There was a important decrease of strength and frequence of hot flowers in the HRT group compared to placebo group was observed ( Maclennan et al, 2001 ) . Patches, gels and implants have been found to cut down hot flowers with the same grade of efficaciousness as unwritten therapy ( Farrell 2003 ) . One randomised test demonstrates that black baneberry used in isolation or in a multibotanical merchandise helps in alleviation of vasomotor symptoms ( Newton et al, 2006 ) . In one dual blind, randomised, parallel group, outpatient, multicenter survey entire 177 postmenopausal adult females were sing five or more hot flowers per twenty-four hours were randomized to have either soy isoflavone infusion or placebo. Decreases in the incidence and badness of hot flowers occurred every bit shortly as 2 hebdomads in the soy group, whereas the placebo group experienced no alleviation for the first 4 hebdomads. Soy isoflavone infusion has effectual in cut downing frequence and badness of flowers and supply an attractive add-on to the picks available for alleviation of hot flowers. ( Upmalis et al, 2000 ) . Treatment for Urogenital wasting and urinary incontinency Oestrogen therapy is first pick of intervention for urogenital wasting ( Palacios, 2009 ) . A meta-analysis of surveies of oestrogen therapy demonstrated that, oestrogen is efficacious in the intervention of urogenital wasting. Low-dose vaginal oestradiol readyings are every bit effectual as systemic oestrogen therapy in the intervention of urogenital wasting in postmenopausal adult females ( Cardozo et al, 1998 ) . Oestrogen pick 1 or 2 times/week may forestall return after symptoms are resolved ( Laurie, 2001 ) . In one reappraisal it was concluded, that oestrogen given consistently or locally in all dose regimen is effectual, but topical vaginal application entirely is preferable if systematic intervention is non needed ( Palacios, 2009 ) . Cochrane systematic reappraisal besides concluded that vaginal oestrogen reduces the figure of urinary piece of land infections in postmenopausal adult females ‘s, with perennial urinary piece of land infection ( Perrotta et al, 2008 ) . Vaginal lubricators and moisturizers are besides helpful ; it provides longer alleviation by altering the unstable content of endometrium and take downing vaginal pH. Womans with contraindications to ERT-HRT could utilize lubricators for intercourse-related waterlessness or moisturizers for more uninterrupted alleviation ( Laurie, 2001 ) . Lubricants are impermanent steps to alleviate vaginal waterlessness during intercourse and moisturizers give longer diagnostic alleviation ( Palacios, 2009 ) . Agrimony, black baneberry, chaste tree, dong quai, enchantress Pomaderris apetala, and phytoestrogens are utile to cut down the vaginal waterlessness and dyspareunia but no grounds exists to back up these specific claims ( Laurie, 2001 ) . Treatment for psychological symptom Transdermal oestradiol, serotonergic and noradrenergic antidepressants are efficacious in the intervention of depression in diagnostic midlife adult females ( Frey et al, 2008 ) . There is deficient grounds that HT improves temper, depression and other temper symptoms ( Farrell 2003 ) . Socioculture and household factors are more of import in the aetiology of mental unwellness in menopausal adult females ; in such instances antidepressants are more effectual than oestrogen therapy ( Ballinger, 1990 ) . Treatment for osteoporosis Oestrogen therapy is the drug of pick for forestalling bone loss in menopausal adult females. Women ‘s Health Initiative ( WHI ) survey reported important decrease in the hazard of clinical breaks in a population-based sample of healthy postmenopausal adult females aged 50-79 old ages. In this big randomized controlled test, 16 608 adult females were recruited to the oestrogen-plus-progestogen arm of the survey. Treatment consisted, of one day-to-day tablet incorporating conjugated equine estrogen ( CEE ) , 0.625 milligram, and Provera ethanoate ( MPA ) , 2.5 mg. Trial were stopped with average follow-up period of 5.2 twelvemonth. In this survey, a important decrease was demonstrated in clinical vertebral and non-vertebral breaks, including hip breaks ( WHI, 2002 ) . Calcitonin besides helps by diminishing farther bone loss at vertebral and femoral sites. Orally administered bisphosphonates cut down bone loss and the incidence of vertebral malformation in patients with establis hed postmenopausal osteoporosis. In menopausal adult females adequate Ca consumption is necessary. A minimal consumption of 800 milligram of calcium day-to-day is recommended for all grownups. Fluoride, anabolic steroids and parathyroid endocrine stimulate bone formation. Vitamin D lack increases the hazard of hep break ; hence vitamin D lack should be prevented and treated ( Consensus Development Conference, 1991 ) . Treatment for Dementia and Cognitive map One survey demonstrates that oestrogen plus progestin therapy increased the hazard for likely dementedness in postmenopausal adult females aged 65 old ages or older and did non forestall mild cognitive damage in these adult females ( Shumaker et al, 2003 ) . There are no dependable informations to demo the benefit of oestrogen replacing therapy on dementedness with regard to knowledge, bar or hold in development of Alzheimer dementedness ( Mulnard et al, 2000 ) . Womans are more likely to be dietetic addendum and natural redress, phytoestrogens ; peculiarly isoflavones have protective effects in these conditions. Hormone Replacement Therapy ( HRT ) Hormone replacing therapy ( HRT ) is effectual in handling several of the most common menopausal symptoms, including hot flowers and dark workout suits, vaginal symptoms and cystitis. The chief indicant for HRT usage in postmenopausal adult females remains the alleviation of menopausal symptoms. Treatment for up to 5 old ages does non add important life clip hazard but little addition in hazard of chest malignant neoplastic disease after long-run therapy ( Skouby et al, 2005 ) . Hormone replacing therapy consists of an oestrogen with progestin. Oestrogen therapy on day-to-day footing with a progestin either cyclically or continuously are being used in non-hysterectomized adult females. After hysterectomy it is usual to order oestrogen entirely ( Farrell, 2003 ) . Testosterone therapy is given to immature adult females traveling through a premature climacteric and to adult females who exhibit symptoms of testosterone lack ( Farrell 2003 ) . Tibolone is a steroid compound structurally related to 19-nortestosterone derived functions ( such as norethisterone ) , which exhibits a attendant weak estrogenic, progestational, and androgenic activity. Tibolone is described as a tissue-specific therapy because of its mechanisms of action, a classical receptor response, enzyme suppression within the chest and womb and specific local metamorphosis as in the womb. It is metabolized to three metabolites, with the 3?- and 3?- hydroxytibolone metabolites working merely by adhering to the oestrogen receptor and hence holding oestrogen-like actions, and the ?4 isomer holding Lipo-Lutin and androgen-like actions but no oestrogen action ( Palacios, 2001 ) . The paths of disposal of endocrines ( for HRT ) that are available are unwritten, Transdermal, hypodermic, vaginal, intramuscular, intrauterine, buccal and intranasal. There are besides many different types of oestrogen, including oestradiol, theelin, oestriol and conjugated equid oestrogen readyings, and progestin such as micronized Lipo-Lutin, dydrogestrone, norethisterone, Provera ethanoate, levonorgestrel and other newer progestogens ( Farrell 2003 ) . The hazard and benefits of HRTs are listed in Table 3. Hazard Benefits Venous thromboembolism Stroke Myocardial infarction ( MI ) Breast malignant neoplastic disease Cholecystitis Ovarian malignant neoplastic disease ( adult females who use oestrogen-only replacing therapy for 10 or more old ages ) Prevention of osteoporotic breaks Prevention of colorectal malignant neoplastic disease alleviation of symptoms of urogenital wasting Relieving hot flashes Decrease the hazard of developing type 2 diabetes Miller et al, 2002, WHI, 2002, Nelson et Al, 2002, Lacey et Al, 2002 Nelson et Al, 2002, Palacios, 2009, Maclennan et Al, 2001, Skouby et Al, 2005 Feedback signifier Personal Detailss Name †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Occupation †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Email ID †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Telephone No †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Article Review article Excellent Good Satisfactory Poor Very hapless Relevance Content effectivity Utility in pattern Extra Information How will this article aid you in pattern? 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Marketing-Pricing Cases free essay sample

Pricing Course Module in Marketing Management Course Modules help instructors select and sequence material for use as part of a course. Each module represents the thinking of subject matter experts about the best materials to assign and how to organize them to facilitate learning. Each module recommends four to six items. Whenever possible at least one alternative item for each main recommendation is included, as well as suggested supplemental readings that may provide a broader conceptual context. Cases form the core of many modules but we also include readings from Harvard Business Review, background notes, and other course materials. I. Overview of suggested content (HBS cases unless otherwise noted) Title 1. Module Overview Principles of Pricing (HBS note) and Colonial Homes Supplement: Marketing Analysis Toolkit: Pricing and Profitability Analysis (HBS note) 2. Behavioral Pricing Note on Behavioral Pricing (HBS note) and Tweeter etc. Alternative: Coca-Colas New Vending Machine (A): Pricing to Capture Value, or Not? 3. Value-Based Pricing Atlantic Computer: A Bundle of Pricing Options (HBP Brief case) Alternative: Curled Metal Inc. -Engineered Products Division 4. Pricing Structure Virgin Mobile USA: Pricing for the Very First Time Alternative: XM Satellite Radio (A) American Airlines, Inc. : Revenue Management Dolan Gourville Bell Nashem Steenburgh Avery 506021 190008 511028 2005 1989 2010 10p 8p 8p Author Product Number Publication Year Pages Teaching Note Gourville Gourville Wu King Naraynadas 599114 597028 500068 1999 1997 2000 12p 24p 9p -597082 Bharadwaj Gordon Shapiro Cespedes 2078 709434 2007 2008 10p 14p 2079 709501 McGovern Godes Ofek 504028 504009 2003 2003 19p 25p 504108 504082 5. Yield Management and Revenue Pricing Dhebar Brandenburger 190029 1989 13p 190192 Alternative: Priceline. com: Name Your Own Price Supplement 1: How To Reap Higher Profits with Dynamic Pricing (Sloan article) Supplement 2: Pricing and Market Making on the Internet (HBS note) Mars Inc. : Online Procurement (Ivey case) Dolan Sahay 500070 SMR254 2000 2007 12p 10p 501046 Dolan Moon 500065 2000 20p 6. Auctions and Online Procurement Bell 905E04 2005 6p 805E04 II. Rationale for selecting and sequencing the items in this module In Section 1 the Principles of Pricing note, based on the earlier Pricing: A Value-Based Approach (500071), conceptualizes pricing in terms of objective value, perceived value, and costs. It addresses in detail how to determine objective and perceived value, along with price sensitivity and price customization, before bringing the analysis back into the context of the other 3 P’s and the wider marketing strategy. In the Colonial Homes case, the company in question is presented with an unexpected increase in the cost of raw materials, and must decide how adjusting its price to cover at least some of the increase will affect customer demand and profits, or whether it would be less unprofitable to change suppliers. For students who are not yet familiar with the necessary mathematics, the suggested supplement Market Analysis Toolkit: Pricing and Profitability Analysis discusses how to draw a demand curve and calculate costs, optimal prices, and profit. In Section 2, Note on Behavioral Pricing extends some remarks at the end of Principles of Pricing concerning ethical and legal factors in pricing. It argues that businesses downplay considerations of fairness when pricing, and pay dearly for it. One cannot determine customer willingness to pay without attending to behavioral and psychological factors that seem to fall outside of a purely economic calculus. The Tweeter etc. and alternative Coca-Colas New Vending Machine cases exhibit the influence of behavioral factors in pricing and mispricing. The cases in Section 3 illustrate value-based pricing. In Atlantic Computer: A Bundle of Pricing Options, a high-end server manufacturer has developed a new server for the basic server market and a software tool that greatly improves its performance for particular applications. Students are asked to compare the prices derived from cost-plus, competitor-based, and status-quo pricing with that derived from the valuebased pricing model described in the Principles of Pricing note. The case closes by looking at the challenges of implementing value-based pricing, and more specifically, whether 1) the sales staff will be able to persuade customers to buy at the higher value-based price and 2) how the competition might react and respond. In the alternative case, Curled Metal Inc. —Engineered Product Division, a firm has invented a new product (curled metal pile driver pads). Production costs of each pad are higher than the current pad cost, but they last much longer and perform much better. How much of that improvement can Curled Metal capture for itself in pricing, and how can it use its choice of distribution channel and sales strategy to push the customers’ perceived price towards the objective price? For the two cases in Section 4, Virgin Mobile USA: Pricing for the Very First Time and XM Satellite Radio, pricing structure is as crucial as price itself. Virgin is entering a very crowded mobile telephone pace and has decided to target an underserved market, the young, many of whom have poor credit and uneven usage patterns. Before it can determine the optimal price, it must choose its pricing structure: buffet versus a la carte, prepaid versus postpaid, and whether it will employ the hidden fees and subsidies prevalent in the industry. Pricing structure, it recognizes, is harder to change than the price level, and it will be key to hitting its target market. With its rich market data, students are also asked to make break-even analyses, estimates of customer acquisition cost, and estimates of customer lifetime value. XM, too, is considering a novel pricing structure, passing on advertising revenues and relying solely on subscription fees. As with the Virgin case, price level presumes pricing structure, and pricing structure follows targeting and segmentation, all informed with market research data. However, the XM case includes other complications, for it will need to establish partnerships with leading electronics manufacturers to provide radio receivers, and thus must consider trading off part of the subscription income to subsidize the manufacturers and lower the entry price for potential customers. There is also a discussion of some dynamic pricing possibilities. Dynamic pricing is the focus of Section 5. American Airlines, Inc. : Revenue Management, an HBS classic, gives a simple but rigorous introduction to dynamic pricing and revenue management, as it was practiced by the airline industry in 1990, subsequent to the deregulation of 1978. Revenue management is composed of pricing and yield management, and students learn through quantitative assignments that the two must be done in tandem to maximize revenue. The alternative case, Priceline. com: Name Your Own Price, extends airline revenue management into the online era. Priceline builds an internet-pricing front for the airlines that allows them to shield their brands in a reverse-auction market-making mechanism. Its success encourages it to try to extend its innovation horizontally to other industries, none of which shares all of the characteristics that make its economic logic so applicable to airline travel. The case provides students the opportunity to think through how online markets, and, especially, the â€Å"name your own price† model, have different degrees of traction with different types of products, markets, and consumers, and what changes in pricing structure are necessary to make them work. The supplemental readings in Section 5 provide additional context for the cases. The article â€Å"How to Reap Prices with Dynamic Pricing† points out that, historically-speaking, fixed prices are an anomaly, and that with changes in technology and cultural attitudes, businesses can increase revenues and profits with dynamic pricing. It identifies the salient characteristics that make dynamic pricing possible and profitable. Furthermore, the note Pricing and Market Making on the Internet shows how the three different kinds of market-making mechanisms—set price, buyer/seller negotiation, and horizontal interaction—apply to the Internet, and when adopting a particular market mechanism can work to counteract the downward pressure on prices and margins often associated with e-commerce. The final case, Mars Inc. : Online Procurement, is an introduction to B2B auctions in Section 6. It asks students to construct a model that Mars might use to operate its online procurement auction, given its specific requirements, and to use Excel Solver to determine the winning bid. The HBSP simulation, Pricing Simulation: Universal Rental Car (#2093) is highly recommended as an integrative exercise, either to introduce or to cap off this module. Students are asked to manage a rental car operation and improve regional performance by developing a pricing strategy. The simulation covers many of the same principles of pricing covered in the notes and in the cases in this module: price elasticity, differences in demand across customer segments, competitive and macroeconomic factors, and pricing mathematics.