Analysis of the U.S. Health Care System

Analysis of the U.S. Health Care System U.S. Health Care System Radhika Chhabra Healthcare within the United States has captured different people within the field such as business leaders, policy makers, and health experts to give the system a reformation. Within the year of 1993 and 1994 the United States government has changed over the course of the year and made sure that the reformation of the nation’s health care system stays intact. There are many underlying issues within the health care system and they need to have problems fixed as soon as possible and provide care to patients that are needed. â€Å"Unlike many other issues, the polls of American health care could be defined simply: health care costs too much and too many Americans go without needed care. Yet agreeing on a cure for those ills proved to be exceedingly difficult† (Cloyd, 2014). The United States carries on different ideas to improve their healthcare system and it seems like the way of expansion they need to have the proper access to provide the correct services that are needed within the U.S. health care system. Within the U.S. healthcare system the costs need to be lowered because the prices are tending to escalate within different organizations and the delivery of healthcare. The United States has been tied up within their problems and their main concern is the financial resources that are unable to be provided to them. This is one of the reasons why the U.S. depends on other countries to look for cures and other solution to provide medical care for patients. With different accesses that should be able to guarantee the control of costs within a health care facility. It tends to make it more difficult at times when they do not know what to expect and that ends up being risky and uncertain. The U.S. health care system needs to be successful with changing the system and the way they approach patients in the delivery. â€Å"Therefore the right question is whether measures exist that can improve conditions substantially within a reasonable amount of time. Different health care systems meet different needs and set different priorities. Each health care system tries to meet priorities, and in doing so each has disadvantages and advantages† (Cloyd, 2014). By reforming the healthcare system the U.S. should follow other countries institutions and making decisions what is best for their patients and their facilities. The consideration is that the country adopted other conditions from other countries and that makes it clarify that that it cann ot be possible to transition into another nation’s health care system. The people that are involved within the transition are the ones that are interested with specific features of other medical equipment and what they system provide to help patients out with their care. The U.S. system has different companies around the country that will provide medical care to their patients but have adaptation from different Japanese manufactures that will provide high quality techniques. The reason why the United States can adopt different aspects of different countries healthcare systems is because they can learn from each other on their culture and technology. People are showing the same and or different challenges that they face within a medical facility and for those reasons they are able to learn off one another. â€Å"Thus, the search for solutions has become global in scope, as the United States looks beyond its borders to examine how other industrialized nations provide and finance health care. Such lessons from abroad are made possible by cross-national comparisons and analyses of the extensive comparative data and information available† (Cloyd, 2014). There are different challenges that people tend to face within the American health care system and those are: the pressure of populations, the medical increases in costs and expensive procedures that are being done. Different nations are having a hard time of balancing these issues and making sure that they get resolved in a timely matter to making sure that everything works best for the patients. â€Å"There’s a bright side, to be sure. The U.S. leads the world in health care research and cancer treatment, for instance. The five-year survival rate for breast cancer is higher in the U.S. than in other OECD countries and survival from colorectal cancer is also among the best, according to the group (Kane, 2012). The US and other countries need to show an interest in another and see the benefits from each country and what they can provide for one another. Medical facilities need to feed off one another from different countries and see what they can provide and bring to the table that way their expansion can be bigger and better. Furthermore, there are different industries that have been approachable for these types of concerns that happen within the industry. The U.S. health care system and other industries need to discover in which ways to adapt and strengthen the industry to make sure it is a successful one. There have been different methods that have been involved to make sure that the international health care systems and the U.S. health care system are on the same page. The reason why it has become such an issue is because the different system has become a failure at the points of demonstrating the delivery of health care. The United States health care system is facing different challenges that show a clear enough indication to show the urgency of changing the delivery of the system. â€Å"Attention has rightly focused on the approximately 46 million Americans who are uninsured, and on the many insured Americans who face rapid increases in premiums and out-of-pocket costs. As Congress and the Obama administration consider ways to invest new funds to reduce the number of Americans without insurance coverage, we must simultaneously address shortfalls in the quality and efficiency of care that lead to higher costs and to poor health outcomes† (Brennan, 2009). The cast of the system is on a doubt because of it being feasible and reliable for coverage of the expansions that makes sure that the U.S. health care system will continue not to have large gaps within the industry. This means having people with access to their own insurance coverage(s). By improving the health care delivery system is to show the different improvements of the quality and the value of delivery that patients do receive. They do have to deliver the different issue of the escalated costs, the poor quality that is being delivered and the rising increase numbers of people who are without health care insurance. Medical professionals need to keep patients in a healthy state and making sure that they prevent any common illnesses. â€Å"Thoughtfully constructed reforms would support greater access to health-improving care — in contrast to the current system, which encourages more tests, procedures, and treatments that are at best unnecessary and at worst harmful† (Brennan, 2009). The health care quality gap is described as a gap of certain things within the population such as racial and ethnic groups. This gap is between the actual care that is being provided to what the best quality of care can be given or received. â€Å"The landmark Institute of Medicine report Crossing the Quality Chasm: A New Health System for the 21st Century challenges all health care organizations to pursue six major aims of health care improvement: safety, timeliness, effectiveness, efficiency, equity, and patient-centeredness† (Mayberry, 2006) . The equity in quality care is to show that all availability within the industry makes people not show the difference within race, ethnicity or other characteristics that can relate to patients care. The Baylor Health Care System is in a position that they can delivery health care that can lead to a system that provides equity research. Their organization provides different leadership involvement will make the employees achieve the bes t care possible. Furthermore, their access use and the way health care is delivered has to be more moral, ethical and deal with the economic issues that are raising questions for them to create a goal that needs to be achieved in a timely matter. By eliminating different problems within the health care industry they need to be strategized in a way where it will show the quality of improving the delivery of health care. â€Å"Quality performance indicators currently collected and evaluated indicate that Baylor Health Care System often performs better than the national average. However, there are significant variations in care by age, gender, race/ethnicity, and socioeconomic status that indicate the many remaining challenges in achieving â€Å"best care† for all. There is a significant gap between the quality of care the US health care system is capable of achieving and the quality of care it currently delivers† (Mayberry 2006). Healthcare safety and the quality that is being delivered make problems exist because of the different systems that are being provided to show the different levels that implement the care. By having the persistence in healthcare will also raise concerns in the overall quality of the care and have different impacts in the health care facility. There is a greater equity and insurance within the health care system to show the importance of it growing capability for business and individual people who are investors within the field. Different companies show the investment within the field by paying for their employee’s health insurance planes and they are showing an increase for concern. The reason for the concern is the quality of care that their employees are receiving from their providers that are showing a negative impact and the poor quality of care. The persistence of a medical gap is within the health care access and shows the outcomes by the different races and ethnicities the question the equity of health care. This also shows differences unfairness, the justice behind the discrimination within the U.S and different society struggles that people face. The gap in the quality of care shows the challenges to achieve the best care possible and they are the following: the increase of awareness and the importance in clinical quality and operations and showing the achievement of best care, showing a creating of cultural transformation in which people show the abilities to provide the best care possible. There should also be a cultural transformation where the equity has to be an important more of a clinical transformation, the creation of health care operation will overall improve the quality of health care practices. The effort and commitment to approve healthcare is the achievement of best practices possible that will fit the organization and fit that facility to show equitable care. There will always be issues that come up within the healthcare industry because at the fact it is always changing. There can be results that can help minimize the problems within the industry and a big resolution is implementing the EMR system into each medical facility within the United States. The electronic medical record will only provide better medical attention to patients that are receiving care. This also helps out different medical physicians in regards to accessing patient records within a timely matter and that way they can provide the patient with the best medical attention possible One of the strengths of having and EMR within a medical facility provides less paper and storage because everything is electronic and the country would save a lot of money on the paper use. â€Å"Reduced redundancy in record-keeping efforts and improved operational efficiency. EMRs have superior capabilities for storing, processing, and retrieving information and computerized methods are sign ificantly faster than paper-based methods† (Kumar Aldrich, 2010).The communication level between physicians and patients would be a lot stronger because the EMR system has a way of providing pictures of patient’s exams and it would be a lot more legible than a paper record and this gives the physician to able to give more time to patient and their needs for medical care. The EMR system improves the data accuracy and shows the services of billing and coding to be done easier and show a method of information that will prevent medical errors. EMR provides a better mechanism for analyzing and reviewing patient outcomes. Its flexible output formats could be customized to meet the needs of patients, payers, referral sources, and other parties who use health information† (Kumar Aldrich, 2010). With strengths there always comes weaknesses and the fact the EMR System is so expensive will put a damper on the government and the medical facility that will be implementing them into their facility. There have been estimated costs of $28 billion a year over a ten year development and then a $16 billion spread over the course of the implementations. Along with the costs there is also the system complication of how to navigate it and use it with the information that is given. There would always need to be a staff training and making sure that the staff clearly understands on how the system works and needs to be comfortable enough to navigate throughout the departments (Kumar Aldrich, 2010). Through the EMR systems they show the capability of giving healthcare initiatives of the governments showing the clinical research for policymakers, sponsors and researchers. â€Å"Research à ¯Ã‚ ¬Ã‚ ndings and the medical discoveries must be converted into useful products and services for physicians, patients, and health care providers. Clinical decision support systems (DSS) are vital components to enable this and can also substantially reduce the time of submission of higher-quality research data to the FDA for clinical trials† (Venkatraman Bala, 2008). The development Developing and improving the EMR system is to make sure that all the components are working smooth and sufficient and making sure that the public health is away from any danger, diseases and etc. Combining the EMR system with any type of clinical component will show the electrical tracking system of any indicators that need to be fixed. By fixing these issues will only help health care professional treat p atients for their medical needs rather than processing the medical records on their own needs. In conclusion the U.S. Healthcare industry needs to make some changes and needs to make them fast that way there can be great benefits involved for patient care. The implementation of the IT systems such as the EMR will only help out different medical facilities, medical physicians, medical personals and even patients to provide better health care. One of the main reasons the EMR system will provide better healthcare to patients is to show that the healthcare industry needs to provide to their patients and they need to provide the best healthcare possible. â€Å"The new health reform law will bring about sweeping changes to the American health care system, not the least of which involves extending health insurance coverage to millions of Americans that have previously gone without (Zamosky, 2014). People are now required to have health insurance and this will only help them and be beneficial to them when medical attention is needed. References Brennan, N. (n.d.). Improving Quality and Value in the U.S. Health Care System. The Brookings Institution. Retrieved April 27, 2014, from http://www.brookings.edu/research/reports/2009/08/21-bpc-qualityreport Cloyd, C. (n.d.). Health Care Systems: Three International Comparisons. Health Care Systems: Three International Comparisons. Retrieved April 27, 2014, from https://www.stanford.edu/class/e297c/poverty_prejudice/soc_sec/health.htm Kane, J. (2012, October 22). Health Costs: How the U.S. Compares With Other Countries. PBS. Retrieved April 26, 2014, from http://www.pbs.org/newshour/rundown/health-costs-how-the-us-compares-with-other-countries/ Kumar, S., Aldrich, K. (2010). Overcoming barriers to electronic medical record (EMR) implementation in the US healthcare system: A comparative study. Health Informatics Journal, 16(4), 306-318. doi:10.1177/1460458210380523 Mayberry, R., Nicewander, D., Qin, H., Ballard, D. (n.d.). Abstract. National Center for Biotechnology Information. Retrieved April 28, 2014, from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1426185/ VENKATRAMAN, S., BALA, H., VENKATESH, V., BATES, J. (2008). Six Strategies for Electronic Medical Records Systems. Communications Of The ACM, 51(11), 140-144. Zamosky, L. (2010, September 23). Health Reform Summary and Facts: Changes and Benefits That Affect You. WebMD. Retrieved April 28, 2014, from http://www.webmd.com/health-insurance/health-reform-summary-benefits

Project Management Process [in Construction]

ADVANCE PROJECT MANAGEMENT Project Management Process [In Construction Project] Ibtisam, Badar Reg. No— CIIT/SP13-RPM-292/CVC CIIT/SP13-RPMEmail: [email  protected] edu. pk Project Management Process | 2 Project Management Processes A PROJECT MANAGEMENT Process is the management process of planning and controlling the performance or execution of a project. Project management is one of the critical processes of any project. This is due to the fact that project management is the core process that connects all other project activities and processes together.Project management is a responsible process. The project management process connects all other project activities together and creates the harmony in the project. Therefore, the project management team should have a detailed understanding on the all project management processes and the tools that they can make use for each project management process. When it comes to the activities of project management, there are plenty. Ho wever, these plenty of project management activities can be categorized into five main processes. THE FIVE PROJECT PROCESS GROUPS . Initiation 2. Planning 3. Implementation / Execution 4. Monitoring, Evaluation & Control 5. Closure Project Management Process | 3 Project Management Process [In Construction Project] In my all working career, I only deal with two types of projects, i. e. IT and Construction Project. So if someone asks to me where you have to invest, I will prefer these two areas. In this report, I’m discussing about construction project management process. As I believe, construction is a field which boosts jobs and help in unemployment.In this report, I want to talk about project management process according to new project of Housing society or Villas construction project. I will consider this project according to each phase and step of project management process. Project Initiating The Initiating phase of the Construction project management process is where the project gets defined and authorized by management. The inputs to this phase are usually a statement of work or a contract given to you by the project sponsor. Other inputs are the environmental factors of your organization such as policies, procedures, and cultures to name a few.The output of the Initiating process is a Project Charter, focus on project scope and costs issue, set major milestones, and a Preliminary Project Scope Statement. We value leading the Project with a commitment that allows for nothing but success. By embracing new ideas, working well with our partners, meeting challenges with enthusiasm, and serving as positive advocates for the project, we will provide the leadership required for exceptional delivery. We value managing the Project well by clarifying our priorities, defining expectations and directing all efforts toward addressing the most critical issues first.Working hard to determine what must be done to guide potential toward opportunity will provide th e focus we need to succeed. We value the resources entrusted to us. By developing and recognizing our staff, practicing fiscal responsibility, measuring and reporting on performance, delivering what we promise, keeping to a schedule, and communicating with honesty and transparency, we will demonstrate our integrity. Measures of Success †¢ †¢ †¢ †¢ †¢ †¢ Safety: No Recordable or lost time injuries and reportable injuries lower than the industry average Schedule: Meet or eat established project milestones Budget: Manage risks to contain costs within budget Quality: Conform to project requirements without adverse effects on milestones or budget Environmental Compliance: Complete project without permit violations. Public Perception: Strong Community Support Through Effective Communication Project Management Process | 4 Project Planning Once a contract has been awarded: It is the responsibility of the project staff to review the item material lists and arran ge for deletion of material codes that will not be required.They shall also request addition of item material codes that they determine are necessary. Site Manager staff reviews the uploaded data in Site Manager for accuracy prior to making a project active. If the contract contains more than one category, the site manager staff will discuss with the project engineer and supervising engineer (SE) the need to keep the multiple categories. The SE will determine if the Site Manager staff should process an administrative construction order to combine Categories with like federal funding. A preconstruction meeting with the Contractor must be held for all Contracts awarded.The purposes of the meeting are: †¢ To review the Contract, especially job-specific special provisions. †¢ To discuss Project features, particularly those that may present problems. †¢ To discuss Environmental Permits and concerns. †¢ To discuss the potential problems of water pollution and soil eros ion. †¢ To review the Contractor's proposed progress schedule. †¢ To review the methods of handling traffic. †¢ To review sampling and testing requirements for materials to be used throughout the construction process. Project Management Process | 5 To address any of the Contractors’ questions concerning the plans and the Contract. Any problems that cannot be resolved at this meeting will be reviewed with the District office, and the final determination will be transmitted to all concerned, and if feasible, incorporated in the written report of the meeting. Start and completion dates for utilities must also be sent to: †¢ the Manager of Fiscal and Special Projects, and †¢ The Transportation Utilities Engineer. Notification should be sent to both of the above within seven days of effective completion date so final audits can be performed.The original of all memorandums regarding project status must be addressed and sent to the Construction Division Chie f. The functional requirements for construction planning such as technology choice, work breakdown, and budgeting. Construction planning is not an activity which is restricted to the period after the award of a contract for construction. It should be an essential activity during the facility design. Also, if problems arise during construction, re-planning is required. Project Implementation/ExecutionIn this stage we deal with contract management, Construction Management , and cost management. The integration of the different design aspects almost always requires that changes in approach be made in each aspect to accommodate the others. Such changes should be made as early in the design of the building as possible, since the time and work required in making changes increases rapidly as the design becomes more detailed. It is helpful therefore to have a systematic approach to the coordination of these approaches, and the Design Brief is a good opportunity for providing this.It is sugg ested that some initial indications are included in the Design Brief at the project inception stage, and that the consultants amend these as the design develops. The building envelope consists of all the different elements that make up the fabric of the building, such as the floor, walls, windows and roof. Most of the design decisions relating to the building envelope are the responsibility of the architect and structural engineer. They have a large impact on the thermal performance of the building, and it is therefore essential that the performance of the envelope is coordinated with the design of the HVAC system.This is the area that offers most opportunities for improved building performance through an integrated design approach. Project Management Process | 6 Monitoring, Evaluation & Control In this portion we deal with risk management, quality management and also do many kind of testing. Quality control starts with matching expectations about quality levels with budget and scop e during planning and design reviews and continues through construction delivery with a program of inspections, tests, and certifications.It requires a coordinated performance among the entire project team in order for a completed building program to fully satisfy a client's and the building users' expectations. Having a process implemented at the beginning of the project will help define the goals as well as provide a continuous measurement system over time to make sure the objectives are being met. The responsibility rests withe project team and the project owner. Also the manager who has †general management† or †project owner† jurisdiction also shares in the residual responsibility.This process is done at many levels such as: – The individual professional's level – The work package level – The functional manager's level – The project team level – The general manager's level – The project owner's level Project audit s provide the opportunity to have an independent appraisal of where the project stands and the efficiency and effectiveness with which the project is being managed. Audits can be planned periodicly, but also requested when there is a sense that the project is in trouble, or when a new manager takes over in order to become accustomed with the project.Project audits should: – Determine what is going right or wrong, and why – Identify forces and factors that have prevented achievements of cost, schedule, and technical performance goals and Evaluate the efficacy of existing project management strategy – Provide for an exchange of ideas, information, problems, solutions, and strategies with the project team members The task is to manage the project as it progresses, using the project control systems to maximum advantage. Project control is best analyzed by applying the factors of a unique operation, following its output and measuring its results.All factors are to be considered; labor, materials and equipment. One might also have to consider the role of the subcontractors, as they affect the sequencing of a task. In measuring the factors, the project manager must key in on the productivity of his labor force, measuring output over a given period of time. From these results, the project manager can then make a comparison against the project estimate, and against the objectives to meet the expected goals. To be affected in managing the project, the project manager must exercise three modes of operation.These three modes are planning, communicating and monitoring of the project. The project must be well-planned, each factor of the plan properly communicated, carefully monitored and controlled. Proper planning involves one of the initiatives of the goal setting process, the preparation of the schedules, a solid logistics plan and time-based general conditions established to monitor all phases of construction. The limits of construction should be cl ear and they must comply with the language of Project Management Process | 7 the contract documents. Collectively, these are the tools needed to compile this information.It must then be the commitment of the project superintendent and labor forces to carry out the tasks within these limits. To properly implement the plan, the plan must be communicated in such a fashion that there is full understanding of its purpose. One successful mode is the construction schedule. This guide to the project must clearly show each activity starting and finishing dates, duration, resources, long lead item purchasing schedule, submittal dates, purchasing dates, materials delivery to site dates all tied together by meaningful relationships, the networking between tasks. Closer & conclusionAs part of the Project Closure Plan, Suring success of a project the Project Manager needs to remain mindful of the close-out activities that bring a job to its responsible end. The process involves several very impor tant accomplishments that are clearly defined in the construction documents usually in the general conditions section of the specification book. To be successful it is always prudent to be informed and prepared. At the startup of the project a review of each trade section would further help identify needed final submittal information, that each of your subcontractors would be obligated to produce to complete their contract.It is now time to make a close out checklist. This checklist is an excellent tool to include in each subcontract, locking each subcontractor into ownership of their respective final submittal material, whether it is warranties, record drawings, or operation and maintenance manuals a clear reminder at the set time of contract signing is a good way to identify that you are in control. Referencing this information at the halfway point of a longer project would allow you to focus on closing out subcontracts of early finish work completed early, reducing your challenge s at the end of the project.The close-out materials are generally comparable to the submission materials required for approval by the architect at the start-up of the work by any trade. At the end of the project a manual including all of these pieces of literature are assembled and you publish this collection to the client via the architect. Additional information may include as-built drawings; replications of the architect plans with markups that identify the changes made and approved throughout the construction period and most certainly, letters of warrantee from each participating subcontractor. process will be developed that will address the things most important to employees as they explore options for their future. During this process, the management team promises to: †¢ Be open and honest about decisions that affect an employee’s position on the team †¢ Work directly with employees to allow opportunities inside and outside the project to develop new skills an d refine existing ones †¢ Promptly communicate to employee’s project changes that might affect them.We want to keep employees engaged in the current project and ensure that they are ready for new challenges. Employees can share immediate and long-term plans by completing the Employee Interest Survey described above. The employee’s manager will schedule an informal meeting to discuss the employee’s responses in the Interest Survey. The outcome of this meeting will be to turn those short and long-term goals into an action plan.

A Commentary on “The Last Verse” Essay

The article titled â€Å"The Last Verse â€Å"by Burkhard Bilger that appeared in the New Yorker on April 28, 2008 basically talks about the hardships and sacrifices that one encounters if he seeks to pursue folk music, the kind of music that passes from generation to generation.   Interestingly, the author tells the story based on the experiences of   Ã‚  two individuals who were driven to seek folk music by differing motives: one for inspiration and the other for preservation. Both Lance Ledbetter and Art Rosenbaum are avid fans of folk music but Ledbetter was more attracted to it due to its obscurity. Rosenbaum believed that folk music is part of the traditional American culture and wanted to preserve it while Ledbetter appreciated the inspiration that folk music can trigger in music artists. But no matter how different their motives had been, both had personally witnessed and experienced the hardships and sacrifices that each had to go through just to obtain and produce it. This is mainly because folk music ,in its purest, unadulterated , traditional form are sung only by old folks ( using crude , ordinary or unlikely instruments in some cases)   who live in the most isolated places one can imagine , a place where technological advancement had not yet   made a deep impression.    And when they get to find the desired old folk singer, they   have to deal with their eccentricities (perhaps due to old age) and worse of all, when they do record an album they have to be prepared for low sales but may   be consoled by rave reviews with University archives as avid fan( Bilger, 2008, pp. 52- 61). Nevertheless, the story rightly told in print what most people knew or felt   all along, that folk music is a thing of the past   or that in the face of technological advancement and modern taste, it just had to remain in the background if not disappear altogether. Like all other works or art, music had to evolved, and along with its evolution is the incorporation of technologies that can easily adjust sound recordings with the tip of the finger.   In other words, when one listens to the music one cannot truly appreciate its originality or the context it was made because it had been improved, edited and transferred with the help of technology, removing most of its human touch in the process. Bilger relates that in original recorded folk music one can either hear â€Å"the hollow thump of the artist’s palm against the guitar†¦ the intake of his breath†¦the murmur of voices in the background or the clacking of pool balls† (Bilger, 2008, pp. 61-62). The difficulties of obtaining recorded music unsullied by modern technology are just proof of the reality that folk music, in its unadulterated form, is closely tied to the past.   Folk music somehow symbolizes life in the past when it was more relaxed, pure, no nonsense and perhaps carefree. Folk music, like other antique artifacts, are man’s last attempt to hold on to the kind of life what our forefathers had known for thousands of years , generations after generations, before life changed so   quickly   the moment man invented modern technology. Since folk music is â€Å"the sound and spirit of the forgotten world† it is no wonder then that the new generation did not appreciate it as much as those who had gone before us (Bilger, 2008, p 57).   Modern music had many genres and folk music can still be part of it but at this time it is very much improvised, revised, edited and often than not just as source of inspiration presented with all the embellishments that modern technology can muster for commercialization. Folk music alone in its purity just cannot thrive in our world, like what Ledbetter had done, it had to be repackaged beautifully to make it to hopefully sing again.   The title of Bilger’s article had a subtitle â€Å"Is there any folk music still out there?†.   Ledbetter and Rosenbaum found out that there still was through the old folks they painstakingly sought but as these old folk music carriers die, the next generation will just have to settle themselves to hearing folk music that are   compiled   and preserved in University Archives for it is there that the oral tradition of transferring music finally ends. Question : Why is it difficult for folk music to thrive in modern times? Work Cited Bilger, Burkhard. â€Å"The Last Verse: Is there any folk music still out there?† The New Yorker 28 April 2008: 52-63.

Marketing Strategies Of The Marketing Strategy Essay

The Marketing Strategies that were exercised by eBay which contributed to its success. 1. Definition of the Marketing Strategy Grewal and Levy (2010: p.32) states that â€Å"a marketing strategy identifies a firm’s target market(s), a related marketing mix - their four P’s and the bases upon which the firm plans to build a sustainable competitive advantage†. Kotler and Keller (2012: p.274) further argues that ‘the marketing strategy is built on segmentation, targeting, and positioning (STP) and a company determines diverse needs and groups in the marketplace, targets those it can fulfill greatly and then positions its offerings so the target market recognizes the company’s distinctive offerings and images’. Over the years, eBay’s product portfolio has increased in size as a result of its global and localized approach to online auction and shopping. 2. Target Market and Market Segments â€Å"The target marketing process is an approach to marketing based on identifying and developing an offering for those segments of the total market that the organization can best serve† (Elliott et al, 2012, p.182.) eBbay chose to pursue a mass (undifferentiated) marketing strategy with priority being given to both the individual sellers and retail merchants. †¢ Segmentation Sellers can choose to pursue consumer markets, business-to-business (B2B) markets, or both. As a result, one recognizable way to begin the segmentation process is to segment markets into these two types of groups. eBay’sShow MoreRelatedMarketing Strategy1138 Words   |  5 PagesChapter 1 Marketing in Today’s Economy Exercise 1.1 CarsDirect http://www.carsdirect.com 1. Explore the CarsDirect website, including pricing a vehicle of your choice. How successful is CarsDirect in reducing the hassles associated with buying an automobile? 2. 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