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In a world economy that is in constant flux and undergoing turbulence, more companies are realizing that their most precious asset is their customer base. An even more important realization is the need to satisfy the whims and fancies of these customers in order to survive in these increasingly competitive markets. Organizations that do not act on this dictum have suffered the loss of market share or worse, total annihilation. Such dire consequences have awakened many organizations to rethink the way they see marketing. Thus, there is urgency for an organization (be it products or service providers) as a whole to develop appropriate holistic customer-focused strategies to ensure that the customer remains at the core of their organizational thinking.

With the rapid advancement of information technology (especially the rise of the Web) and the increasing difficulties of meeting customer’s needs and wants (for example, their expectations of 24 / 7 customer service especially for online transactions), there is a shift from a traditional marketing approach to customer targeted marketing. Many organizations and marketing consultants are emphasizing the need to allocate more funds to apply new-found knowledge of consumer behavior in new products development, build better customer relationships through customer loyalty and retention programs.

This purpose of this paper is to raise the awareness of the need to concentrate marketing efforts towards the customer rather than the inward-looking traditional product-focused arrangement. And more importantly, the paper will shed light on how an organization could go about in making this important transition in this current competitive market.

Marketing Approaches Explained:

Before I proceed to discuss the shift in the marketing approach, it will be appropriate to explain briefly the two marketing approaches separately for greater clarity.

Traditional Marketing-The 4 Ps of Marketing:

The marketing mix or what is commonly known as the 4 Ps is a framework for marketers to implement a marketing concept. It consists of a set of major decision areas that a company needs to manage in order to at least satisfy consumer needs. According to Kotler et al. (1999), the mix is a set of “controllable tactical marketing tools [...] that the firm blends to produce the response it wants in the target market” (p.8). Hence, in an effective marketing program, all of those elements are “mixed” to successfully achieve the company’s marketing objectives.

The traditional marketing mix contains four major elements, the “4 Ps of marketing”. As defined by Kotler et al. (1999):

1.Product: Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. In includes physical objects, services, persons, places, organizations and ideas.

2.Price: The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.

3.Promotion: Activities that communicate the product or service and its merits to target customers with a view to persuading them to buy.

4.Place: All the company’s activities that make the product or service available to target customers.

With the rapid changes surrounding organizations, the traditional marketing mix of the 4 Ps has been criticized for being too myopic in this current market situation. The traditional marketing mix has also been disparaged for being too product-focused and for taking an overly inward-looking strategy with regards to the organization’s resources and capabilities in production matters. This is antithetical to attending to the more important organizational goal of satisfying the desired needs and wants of customers.

In addition, the Web and E-commerce revolution has played a major role in alleviating customers’ ability to shape their relationships with the company. This has led customers to expect companies to market their products and services in ways that reflect more directly their individual needs.

These changes have prompted enterprises that wish to stay ahead of their competitors to shift their traditional marketing approach to customer-targeted marketing.

Customer Targeted Marketing:

In customer targeted marketing, the customer becomes the central focus of the organization’s strategy and activities, rather than the product itself (which is the prime concern in traditional marketing). The organization’s paradigm shift in marketing requires a company to build a commitment to quality and to listen critically to the customer to determine the market needs and how the company can meet those needs more effectively.

One of the major characteristics of the approach is to focus on each customer’s interests and interactions with the organization to deliver targeted, personal messages. This would require the company to be constantly gathering information about their customers in an effort to better serve them and, most importantly, to retain them as loyal customers. As suggested by Peppers and Rogers (1998), the organization would need to use various techniques and strategies (possibly with the help of information technology and the Web), such as focus groups, in-depth interviews, customer surveys, attitude testing and so on to obtain information about consumers for more effective marketing of a product or service. With these customers’ data and feedback, the organization will apply the knowledge to develop more customer-centric products and services and/ or to improve existing ones. In addition, the information will be shared within the organization to encourage employees at all levels to focus on creating maximized customer value and loyalty.

Why Customer-Targeted Marketing?:

In order to have a competitive edge and to satisfy increasing levels of customers’ desires, companies realized that they have to see their customers as individuals rather a homogeneous mass of similar tastes, values and buying behaviors. Due to such transformation, companies need to be more customer-focused in its overall marketing strategy. This has resulted in organizations adopting a customization strategy to increase customer’s loyalty to their products and services. For example, in banking and insurance industry, there has been a move towards greater customization. Standard products/services have been given way to a varied menu of features from which customers may select their own preferred combination.

In view of these changes, companies that understand the asset value of each customer, and that tailor their marketing efforts (and their costs) to acquire and sustain the highest-value assets, will win over less-adaptable traditional marketing approach of the 4 Ps.

The Process of Transition:

In order to strategically change from a traditional marketing approach to customer targeted marketing, an organization must be aware of these following areas:

Paradigm Shift. A company must fully understand that customer targeted marketing requires a shift in the organizational mindset, and not just structural organizational changes. They must realize that their sole purpose is to continuously satisfy customers’ needs and wants. Thus, to ensure a smooth transition from a traditional marketing approach to customer targeted approach, an organization must reflect and ask itself questions as to what areas need to be analyzed and to understand the ramifications of such a transition in the organization. On the other hand, an organization needs to realize the negative consequences for not willing to be a more customer-focused marketing organization.

Customer Targeted Planning. As in any organizational change initiative, proper planning is needed. The objective of planning customer-centric marketing strategies is to find win-win opportunities with customer and to identify the best mutual opportunities for your customers and your company. This requires the organization to see the issue(s) from the customers’ perspectives and to strategically plan the organization’s resources around them.

In short, the organization’s shift to customer-targeted marketing should embrace these three important points:

1.Planning should focus on customer wants and not looking inwardly at company goals

2.Focus on the honest feedback and suggestions through creating different channels of communications. Listen to the customers, rather than forcing them to listen to you.

3.Integrate your customers in every aspects of your business, from new product design to after-sales services and more.

Organization-wide Responsibility. For the approach to be successful, members need to understand the new philosophy of marketing and embrace it organization-wide. Many organizations tend to underestimate the degree to which every facet of the enterprise needs to be involved in the process and to be integrated into the actual customer relationship.

Organization Redesign. An organization has to assess the roles of all functional departments interacting with customers to ensure that they add value to customers instead of increasing the costs. By reorganizing the company with the customer as the focus, many departmental roles and responsibilities will have to be redesigned. And when that happens, the employees will have to adopt new work processes that would be more customer-centric in nature.

Human Resource Training. There is a need to develop customer-focused human resource through customer behavior training, across the functional departments. By investing in such training at all levels, the members will be more knowledgeable, more autonomous, and more efficient in anticipating and meeting the needs of the customers.

Use of Information Technology. With the advancement and increased affordability in information technology, more companies are able to collect available data on customer purchase behavior more efficiently. For example, technologies ranging from checkout scanning to Internet cookies are commonly used to track customers’ buying behaviors. Companies that employ such technology will be more adept at acquiring new customers, retaining existing customers, and cross selling than those who do not.

Enhanced Customers Communications. With the use of the Internet as a medium for targeted communication, this allows companies to be in touch with customers at less than one-hundredth of the cost of more traditional snail mail, brochures or flyers. Communication through emails with the customers is almost free, and the customers can retrieve communications almost immediately. However, this has also resulted in customers having 24 / 7 service expectations of these companies.

Customer Targeted Measurement. An organization must be able to measure and evaluate the success of their customer targeted marketing strategy. In most cases, traditional measurement techniques such as profitability, market share and profit margins are used to measure the success. There should be an added emphasis given to developing measures that are customer-centric and which are able to assess the marketing strategy. Customer acquisition costs, conversion rates, retention rates, customer sales rates, loyalty measures and customer share within a brand are some examples of customer-centric measures than a customer-focused organization can adopt

Conclusion:

The need for survival has provoked many organizations to shift from traditional to customer targeted marketing. The market conditions surrounding us will continue to change at an accelerating rate and customer’s expectation will continue to rise. Hence, without any doubts, more and more companies will adopt a customer-targeted marketing strategy with increased intensity.

Dr. Alvin Chan is an Innovation Research Specialist in Asia. He has consulted for and aid in the development of managerial innovations and effective learning methodologies in several organizations. Currently, Dr. Chan is the Senior Research Consultant at FIrst Quatermain Centre of Collaborative Innovation (www.firstquatermain.com [http://www.firstquatermain.com]).

Please email to Dr. Chan at bizguru88@hotmail.com as a courtesy if you are reprinting the article online or in print.

Your camping trip can be hazardous, incomplete, and less fun if you do not have the right kind of camping gear. So if you are a camping enthusiast, you may want to check out some of the newer developments in camping equipment available. As far as camping accessories go, they can enhance your camping experience and make it all the more exciting. If you are a new camper, you need to know exactly what kinds of camping supplies you will need before you go. Not only to ensure your safety, but also to make the trip as enjoyable as possible.

There have been dozens of new technological advancements made in recent years to improve camping equipment and even add new kinds of camping accessories you never imagined before. From items such as, camping stoves, camping lanterns, camp showers, and camping cookware, the types of camping gear that is now being manufactured is pretty amazing.

I was astonished when I found out about the latest, highest technology items that camping merchandise designers have come up with. And camping manufacturers are selling their new lines of items with much success.

The right brands, the right prices and all of the pertinent information you want to know can be found right here on our website. However, ultimately, the decision will be based on what kinds of camping equipment, accessories, and other merchandise suit your personal desires and interest you most. Take into consideration the kinds of equipment you will need based on when and where you will be camping, and have a look at the accessories too.

Of course, you will have to have things like sleeping bags and tents etc–these are the essentials for anyone camping without an RV or camper. If you want to spoil yourself while camping, be as comfortable as possible, and make things especially easy, there are great types of camping equipment and accessories available for you.

Believe it or not, there are now camping accessories such as camping showers being sold, special camping cookware, camping stoves and more. Imagine waking up in the morning while on your camping trip and just hopping into another tent for a warm morning shower–sounds impossible doesn’t it. But this new type of camping merchandise is very popular and, in our opinion, absolutely amazing.

There are, of course, people who prefer to use very little and really experience nature. However, most of us prefer to sleep with our head on a pillow instead of the hard ground. And even those who do not prefer to sleep in a tent or cabin or RV can appreciate portable stoves and grills for taking hikes and having picnics etc.

Try the very best camping equipment for you, and have a more wonderful camping experience this season than you’ve ever had before.

Anne Clarke writes numerous articles for websites on gardening, parenting, fashion, and home decor. Her background includes teaching and gardening. For more of her articles on camping please visit Camping Gear, or Camping Equipment , or visit Camping Lanterns.

About 25 years ago I began formulating pet foods at a time when the entire pet food industry seemed quagmire and focused on such things as protein and fat percentages without any real regard for ingredients. Since boot leather and soap could make a pet food with the “ideal” percentages, it was clear that analytical percentages do not end the story about pet food value. I was convinced then, as I am now, that a food can be no better than the ingredients of which it is composed. Since this ingredient idea has caught on in the pet food industry, it has taken on a commercial life that distorts and perverts the meaning of the underlying philosophy of food quality and proper feeding practices. Is health reducible to which ingredients a commercial product does or does not have? As contradictory as it may seem to what I have just said, no it is not. Here’s why.

AAFCO Approval

The official Publication of the American Association of Feed Control Officials (AAFCO) gives wide latitude for ingredients that can be used in animal foods. As I have pointed out in my book, The Truth About Pet Foods, approved ingredients can include*:

dehydrated garbage

undried processed animal waste products

polyethylene roughage replacement (plastic)

hydrolyzed poultry feathers

hydrolyzed hair

hydrolyzed leather meal

poultry hatchery by-product

meat meal tankage

peanut hulls

ground almond shells

(*Association of American Feed Control Officials, 1998 Official Publication)

Simultaneously, this same regulatory agency prohibits the use of many proven beneficial natural ingredients that one can find readily available for human consumption such as bee pollen, glucosamine, L-carnitine, spirulina and many other nutraceuticals. It would be easy to conclude that reason does not rule when it comes to what officially can or cannot be used in pet foods.

From the regulators’ standpoint, they operate from the simplistic nutritional idea that the value of food has to do with percentages and that there is no special merit to any particular ingredient. They deny the tens of thousands of scientific research articles proving that the kind of ingredient and its quality can make all the difference in terms of health. They also are silent about the damaging effect of food processing and the impact of time, light, heat, oxygen and packaging on nutritional and health value.

The 100% Complete Myth

Consumers are increasingly becoming alert to the value of more natural foods. Everyone intuitively knows that the closer the diet is to real, fresh, wholesome foods, the better the chance that good health will result. Unfortunately, people do not apply this same common sense to pet foods. Instead they purchase “100% complete” processed foods, perhaps even going the extra mile and selecting “super premium” or “natural” brands, thinking they are doing the best that can be done. They surrender their mind to a commercial ploy (100% completeness) and do to their pets what they would never do to themselves or their family – eat the same packaged product at every meal, day in and day out. No processed food can be “100% complete” because there is not a person on the planet who has 100% knowledge of nutrition. The claim on its face is absurd. Understanding this simple principle is more important than any pet food formulation regardless of the merits of its ingredients. Everything that follows will begin with that premise, i.e., no food should be fed exclusively on a continuous basis no matter what the claims of completeness or ingredient quality.

Genetics Is The Key

Pets need the food they are biologically adapted to. It’s a matter of context. Just as a fish needs to be in water to stay healthy, a pet needs its natural food milieu to be healthy. All creatures must stay true to their design. What could be more obvious or simple? For a carnivore the correct genetic match is prey, carrion and incidental fresh plant material, and even some fur and feathers, as well as the occasional surprise of unmentionables found in decaying matter. It’s not a pretty picture to think that “FiFi” with her pink bow and polished toenails would stoop to such fare, but that is precisely the food she is designed to eat. Since that is her design, matching food to that design (minus the more disgusting and unnecessary elements) is also the key to her health.

The Disease Price

We may prefer to feed a packaged, sterile, steam- cleaned, dried, farinaceous chunk cleverly shaped like a pork chop, but let’s not kid ourselves, that is not the food a pet is designed for….regardless of the claims about ingredients on the label making one think it is five-star restaurant fare. Pets may tolerate such food for a time, but in the end nature calls to account. The price to be paid is lost health in the form of susceptibility to infections, dental disease, premature aging, obesity, heart and organ disease, diabetes, cancer, arthritis and other cruel and painful chronic degenerative diseases. Because our pets are not out in the rigors of nature where they would quickly succumb to such conditions and end their misery, they languish in our protected homes and under veterinary care that does not usually cure but merely treats symptoms and extends the time of suffering. That suffering begins with the way in which we are feeding our pets, not the ingredients in a supposed 100% complete pet food.

The Perfect Food

What is the solution? It is simple and something I have been preaching for the past 25 years. Return pets to their environmental roots. They need – daily – interesting activity, fresh air, clean water, romps in nature, lots of love, and food as close to the form they would find in the wild as possible. Fresh, whole natural foods fit for a carnivore and fed in variety are as good as it can get. Anything less than that is a compromise. Compromise the least if health is the goal. (Same principle applies to you and your family.) To get a packaged food as close as possible to that goal requires the right starting philosophy of feeding (described above) and the expertise to design and manufacture such foods.

Enter The Profiteers

Elements of these principles (often distorted or misunderstood) have been taken up by an endless line of pet food entrepreneurs. The low fat craze led to low fat pet foods. The high fiber craze led to high fiber pet foods. The “no corn, wheat or soy” craze led to no corn, wheat or soy pet foods. The “omega- 3″ craze led to pet foods with fish oil. The “variety” craze led to pet foods supposedly offering variety. The “four food groups” craze led to all four bundled into a package. The “raw” craze has led to raw frozen pet foods. The list is endless and the race for pet owner dollars is at a fever pitch.

One can only feel sympathy for a concerned pet owner as they stroll along the huge array of pet food options in pet food aisles. Unfortunately, armed with only sound bites and lore they may have heard from a friend, breeder, veterinarian or on a commercial, they make choices that not only do not serve the health of their pet but may directly contribute to weakened immunity and disease.

The first thing consumers should keep in mind is the ideal diet for pets as described above. No packaged product regardless of its wild claims is ever going to equal that. The next best thing is to home prepare fresh meals. (Contact Wysong for recipes and instruction.) If that is not always possible, then products should be selected that are as close to the ideal as possible. (More suggestions below.)

Raw Frozen Pet Food Dangers

At first glance, considering the perfect feeding model I have described – raw, natural, whole – the best food may seem to be one of the raw frozen pet foods now clamoring to capture the “raw” craze. I’m sorry to say that some of these purveyors even use my books and literature to convince pet owners that their frozen products are on track. They take bits and pieces of good information and distort it into something that pretty much misses the point and misleads consumers. Also, these exotic frozen mixtures of ingredients of unknown origin, manufacturing and freezing conditions are most certainly not economical nor the best choice. They may, because of the water content and raw state, be outright dangerous.

Human Grade

Then there are claims about “USDA approved” ingredients, “human grade” ingredients and ingredients purchased right out of the meat counter at the grocery store. Again, at first glance – and superficiality is what marketers like to deal with – it may seem that such foods would have merit over others. But such labels only create a perception of quality. People would not consider the food pets are designed for in the wild – whole, raw prey and carrion – “human grade” or “USDA approved.” Because something is not “human grade” does not mean it is not healthy or nutritious. For example, chicken viscera is not “human grade” but carries more nutritional value than a clean white chicken breast. Americans think that chicken feet would not be fit for human consumption but many far eastern countries relish them. On the other hand, “human grade” beef steaks fed to pets could cause serious nutritional imbalances and disease if fed exclusively. Pet foods that create the superficial perception of quality (USDA, human grade, etc.) with the intent of getting pet owners to feed a particular food exclusively is not what health is about.

Pet Nutrition Is Serious Health Science

Pet nutrition is not about marketing and who can make the most money quickly. Unfortunately an aspiring pet food mogul off the street can go to any number of private label manufacturers and have a new brand made. These manufacturers have many stock formulas that can be slightly modified to match the current market trend. Voilà! A new pet food wonder brand is created.

Pet foods are about pet nutrition, and nutrition is a serious health matter. There is an implied ethic in going to market with products that can so seriously impact health. But the ethic is by and large absent in the pet food industry. Starting with the 100% claim and on to all the fad driven brands that glut the shelves, health is not being served. Nobody other than our organization is teaching people the principles I am discussing here. Instead, companies headed by people with no real technical, nutritional, food processing or health skills put themselves out to the public as serious about health … because that is what the public wants to hear and what sells. Never mind whether producers really understand or can implement healthy principles. The façade sells and selling is the game. Ingredients are important, true, but not less important than the expertise and principles of the producer who is choosing them, preparing, storing, processing and packaging them. Consumers place a lot of trust that nondescript processed nuggets are what consumers are being led to believe they are. Many a slip can occur between the cup and the lip. There are many slips that can occur between the cup of commercial claims and what ends up in the lips of the pet food bowl.

Consumer Blame

The consumer is not without guilt in this unfortunate – steady diet of processed pet food – approach to pet feeding. They want everything easy and inexpensive. They don’t want to learn or have to expend too much effort, and they want something simple to base decisions on like: “corn, wheat and soy are evil,” or “USDA approved,” or “human grade” or “organic is good.” They also want something for nothing and think they can get it in a pet food. People want prime choice meats, organic and fresh foods all wrapped up tidy in an easy open, easy pour package, hopefully for 50 cents a pound. They may even pay $1 or a little more if the producer can convince them about how spectacular their product is or how much cancer their pet will get if they choose another brand.

Are By-Products Evil?

In the processing of human foods there are thousands of tons of by-products that cannot be readily sold to humans. Does that make them useless or even inferior? No. Such by-products could include trimmings, viscera, organs, bones, gristle and anything else that humans do not desire. Should these perfectly nutritious items be buried in a landfill? As I mentioned above, while Earth’s resources continue to decline and people starve around the globe, should we feed our pets only “human grade” foods and let perfectly edible – and sometimes even more nutritious – by-products go to waste? How is that conscionable or justifiable for either the consumer or the producer?

Road Kill and Euthanized Pets

This shift to “human grade” for pet foods is partly due to a variety of myths that have gotten much stronger legs than they deserve. Lore has spread in the marketplace that road kill and euthanized pets are used in pet foods. I have never seen the proof for this outrageous claim and after twenty years surveying ingredient suppliers I have never found a supplier of such. However, fantastic myths easily get life and the more fantastic they are the more life they have. It’s the intellectually lazy way and what lies at the root of so much misery. Sloppy superficial thinking is what leads to racism, sexism, religious persecution and wars. People would like to think the world is sharply divided into right-wrong, good-evil, black-white. Marketers capitalize on this by trying to create such sharp distinctions for consumers to easily grab on to: human grade = good/all others = evil; organic = right/all others = wrong; rice = white/corn and wheat = black. Such simplistic and naïve distinctions are quick and simple for advertisers and salespeople to use to sway public opinion. But nobody stepping back and using common sense would ever think that something as complex as health could ever come from what is or is not in a processed bag of food. Reality is not black or white; it is in shades of gray. Grayness requires some knowledge, judgment and discernment before making choices. It’s a little more work but is what we all must do if the world is ever to be a better place and people and pet health are to improve.

What To Do

How do concerned pet owners wanting to cut through all the marketing clutter negotiate a path? It is very simple if the basic principles I have discussed above are kept in mind. Here are tips on how to implement an intelligent health and feeding philosophy:

1. Learn how to feed fresh food. Alternate these with honest processed foods fed in variety, and complement these foods with well- designed supplements.

[How To Apologize To Your Pet]

http://www.wysong.net/PDFs/apology_pamphlet.pdf

Don’t get all particular and paranoid about balancing nutrients and ingredient do’s and don’ts. Rotate, vary, mix it up and fast once in a while. Trust in nature, not some marketing hype. (Use the same principles for yourself and your family if you want optimal health as well.)

2. If you must have human grade or organic foods for your pet, go buy the real thing at the grocery meat counter. Take it home, cut it up and feed it raw. Freeze the remainder into small meal portions and use them for subsequent meals. Don’t turn your brain off and go buy “organic” or “human grade” pet foods that for their cost could only contain hints of the real thing. Pet food manufacturers may be clever at marketing, but they are not magicians. One thing is certain; they do not buy ingredients and then sell them to you for less than what they buy them for.

3. Use appropriately designed supplements such as Call Of The Wild™ and Wild Things™ to balance raw meals and help make them safe if you are not skilled at such meal preparation.

4. The best raw, processed food alternative to fresh foods from the grocer is non-thermally processed dry foods – not raw frozen ones. (See Wysong Archetype™.) Use this food for alternate meals and as top dressing to heat processed foods.

5. Check the credentials of the person making the decisions in the company whose products you buy. Don’t go to a plumber for brain surgery and don’t expect serious healthy products from business people.

6. Steer away from brands that are pushing any particular hot buttons such as “natural,” “no by- products,” exotic ingredients (quail eggs, watermelon, persimmons, etc.), organic, omega-3, rice and the like. Although these features may bring some merit to a food (if they are put in at other than “pinch” levels), they are not an end in themselves and if the packaged food is fed exclusively can cause more harm than good.

7. Steer away from brands that fear monger. For example, there is the no corn or wheat scam – “buy our brand; it has no corn or wheat.” (Just saying a product has “no” something is enough to scare the non-thinking public to the brand that doesn’t have the boogeyman ingredient. Profiteers know this and play it to the hilt in the pet food industry.) The truth is, grains are put in dried nugget foods because they contain the starch necessary for the extrusion process. Starch is pretty much starch regardless of whether it comes from corn, wheat, rice, potatoes, millet or whatever. Grains also help decrease the cost of pet foods. They contribute some nutrition but in a properly formulated meat-based pet food the majority of the nutritional value comes from the meat. It is true that animals may develop allergy to corn or wheat but that can happen with rice or any other grain or ingredient as well. Problems are prevented by varying the diet. That is why Wysong has developed the range of formulations it has and puts them in small portion packs so the foods can be rotated. Of all the Wysong formulations, the ones with corn are chosen on almost a 5:1 ratio over all others and are the diets we receive the thousands of raves about, even in those pets supposedly allergic to corn!

[Wysong Testimonials]

[http://www.wysong.net/testimonials.shtml]

This is not to tout the merit of corn, or any grain in pet food for that matter. They are sort of a necessary evil in dried extruded foods and any of them can bring some benefit if rotated in the diet.

8. Do not feed any product exclusively. Variety is the spice of nutrition and the road to good health.

9. Features to look for in a packaged product would be those that bring the product close to the raw-whole-fresh-natural standard described above: active enzymes, probiotics cultures, natural preservation and protection against food-borne pathogens, proper packaging, intelligent formulation and balance, micronutrient dense, freshly produced, fresh ingredients – and the expertise to do all of this, not just say so on a package or brochure. (Some brands trying to get on the raw food bandwagon make outright false claims about “cold” processing.)

10. The company should be able to intelligently explain what they are doing in terms of processing, packaging, product preservation and prevention of food-borne pathogens. It is one thing to simply put a certain ingredient into a food, quite another to protect it until it is consumed. For example, Wysong owns its own manufacturing facilities in order to go beyond industry standard techniques. Special portion pack, light- and oxygen- barrier bags, modified atmosphere flush and natural ingredients to prevent oxidation and food- borne pathogens are part of all Wysong products. (See technical monographs on Packaging, Antioxidants and Wyscin™.)

11. Most important, learn. Support a company that helps you learn the truth and teaches you how to be at least somewhat independent of commercial products. Demand that producers provide proof for their claims in the form of good logic, evidence and science. Try to discern the company’s true motives, your pocketbook or your pet’s health. Learn how to go beyond The Pet Food Ingredient Game.

Wysong R. L. (1993). Rationale for Animal Nutrition. Midland, MI: Inquiry Press.

Wysong, R. L. (2002, June 19). Why Modern Medicine is The Greatest Threat to Health. The Wysong e-Health letter. Wysong Institute, Midland, MI.

[The Wysong e-Health letter]

[http://www.wysong.net/health/hl_884.shtml]

Wysong, R. L. (2002). The Truth About Pet Foods. Midland, MI: Inquiry Press.

Wysong, R. L. (2004). Nutrition is a Serious Health Matter: The serious responsibility of manufacturing and selling. Midland, MI: Inquiry Press.

Wysong, R. L. (2004). The Thinking Person’s Master Key to Health (60 Minute CD Discussion) Wysong Institute, Midland, MI.

Wysong, R. L. (2005). Comparing Pet Foods Based Upon What Matters: The First Study of its Kind in the Pet Food Industry. Midland, MI: Inquiry Press.

Wysong, R. L. & Savant, V. (2005). The Case AGAINST Raw Frozen Pet Foods. Midland, MI: Inquiry Press.

For further reading, or for more information about, Dr Wysong and the Wysong Corporation please visit http://www.wysong.net or write to wysong@wysong.net. For resources on healthier foods for people including snacks, and breakfast cereals please visit [http://www.cerealwysong.com].

Dr. Wysong: A former veterinary clinician and surgeon, college instructor in human anatomy, physiology and the origin of life, inventor of numerous medical, surgical, nutritional, athletic and fitness products and devices, research director for the present company by his name and founder of the philanthropic Wysong Institute. http://www.wysong.net Also check out [http://www.cerealwysong.com]

Public Speaking Skill? Do you need more Public Speaking Skill? This article will give you not just one Public Speaking Skill, but five! Apply all five of these Skills and have fun becoming an awesome public speaker!

Public Speaking Skill – Tip #1 – Be Open to Learn

When it comes to public speaking, you will want to do everything you can to learn how to do it correctly. You will need to make sure that you take the necessary time to learn how to properly approach public speaking. Public speaking is like a lot of things in life, it’s learned. Oh sure, there are people who are “naturals”, but for the rest of us, we can learn! We all know that for anyone who would like to get a job that uses leadership qualities, you will need to learn how to become a successful public speaker. You will find that once you overcome any fear that you may have about public speaking, you’ll feel a lot better about yourself and your work. The first step is being open to learn.

Public Speaking Skill – Tip #2 – Allow the Fear to Be Your Friend

There are many people who will feel that nervous butterfly in their stomach every time they have to get up and give a speech. This is totally normal and it is only natural for a person to be slightly nervous. The key is to use this nervousness as a means to prepare yourself for your speech. If you know that you will be nervous, convince yourself that it is a good thing, that it can be used to help you focus. You should never allow the nervousness to stop you from seeing yourself as a success.

Public Speaking Skill – Tip #3 – Know Your Venue

One important aspect of successful public speaking is that you need to know the room or venue in which you will speak. You will want to get there early and familiarize yourself with your surroundings. There is nothing worst than getting to a venue late and having to step right up to the podium to deliver a speech. When you get there early, be sure to find some focus points that you can refer to when giving the speech. This will allow you to calm down when you feel that nervous feeling creeping up into your throat.

Public Speaking Skill – Tip #4 – Know Your Audience

Secondly, you will want to know your audience. You will want to know what type of people you are speaking to so that you can adjust the speech for their understanding. For kids you won’t want to use words they just don’t understand, and you will want to make things sound more exciting and complicated for adults.

Public Speaking Skill – Tip #5 – Know Your Material

As you step up to deliver your speech, it will become immediately apparent, whether or not you know your material. You will find that your nervous feelings will disappear quickly, when you really know what you are talking about. Be prepared! Spend time rehearsing your speech, preferably in front of a mirror or someone else. Pour over your notes, just prior to delivering your speech, to ensure that you remember all of your “talking points”.

These five public speaking tips can help you become the public speaker that you have always wanted to become. If you are open to learning and you allow your nervousness to help prepare you, while knowing your venue, audience and material, you’ll soon be on your way!

Public speaking can be fun! You can get over your fears and become an excellent, dynamic public speaker. To find out how YOU can grow as a public speaker AND to receive the report “Advanced Public Speaking Strategies” for FREE, go to http://www.squidoo.com/Public_Speaking_Tip/

They come in all shapes and sizes. There are cars and then there are sports cars. Deciding which ones are the best sports cars is like figuring out the meaning of life, well not that deep, but just think about it. Not only is the definition of a sports car up for debate, but then once you have that definition you still have dozens of cars from several several countries spanning the globe to sort through.

To help sort out the mess, our goals are to break this question down to the root and at the same time have a lot of fun, such tactics as creating a list of top sports cars comes to mind or how about interactive reader polls? Among these top sports cars we can break them down by sub-category, region or even manufacturer, keeping in mind that some of the top sports cars are made by the same group of manufacturers as well as the individual manufacturers themselves, life is full of important decisions and sometimes figuring out your favorite involves several models of the same make!

Now it might sound like I am speaking in code or just avoiding the subject as I have yet to get into specifics, however the aim of this intro article is to get the juices flowing and remember that the aim will be to stay as agnostic as possible. This means no bias! Even towards which cars I personally view as the best sports cars, a view that has changed over time and will be discussed in subsequent articles including the very car that first piqued my interest in the subject, which is still near and dear to my heart, but no longer what I personally view as the best sports car.

For now it is our aim to start defining categories and first one that comes to mind is the exotics. No brainer here! As whatever standards you have for a sports car, you will most likely find an exotic in there. Not so clear cut is the gran turismo, the grand touring as it is known in the US or simply “GT”. This will be a fun category to dissect as well as the sport compact bunch which includes anything from the entry level compacts in sport trim to the road going competitive rally cars. In addition, a great debate will go towards the muscle car genre as well as their close relative and at times referred to as one in the same, the pony car breed. Still up for debate, but most certainly in the discussion is the roadster class, most cars of this genre fit most if not all of the criteria most will argue embody the true sports car. Basically, the list goes on and it will be our responsibility to break it down.

Finally without further ado, these articles will put some of this information to use, if you’re obsessed like I am, surely your desktop has a sports car wallpaper theme or even a revolving set to match your mood or the season. Additionally, to truly taste what life has to offer and without having the bankroll of a Silicon Valley startup or royalty, we will discuss ways that you can experience as many of the best sports cars as possible such as tips for finding used sports cars, where to rent top sports cars and even other avenues such as track day experiences where you can test a variety of the best sports cars in their natural habitat- the track.

So on that note, more to come soon, so buckle up and get ready for the ride of your life!

Best Sports Cars Blog [http://www.bestsportscarsblog.com]

Whether you’re a beginner to short mat bowls or already an experienced player, the single most important decision you will ever make is in relation to what type of bowls you should play with. However, with shops and online stores offering a range of different shapes, sizes and weights etc, the task of selecting a set that is right for you can be a tricky one.

In today’s image-obsessed world, there are probably a few people who would simply plump for the snazzy orange set with the green stripes running down the side (believe it or not, these do exist!). Now that’s all fine and dandy if you want to make a statement and stand out from the crowd. But aside from the fact that everyone will know it’s you who sent that terrible bowl that was 5 yards short of the jack, it’s not a good idea to base your decision on looks alone.

If you’re really serious about improving your short mat bowls game, there are a few key points you should consider when selecting your bowls. The first thing to think about is the weight of the bowl. Obviously you want to be able to hold it comfortably in your hand first and foremost, but you also need to be able to “feel the weight.” Bearing in mind that adding that all important extra yard might take just an extra ounce of strength in your delivery, you really want to be able to “feel” the bowl to be able to make the necessary adjustment. It’s always a good idea to have a practice with a friend or team mate’s bowls, trying out different weights to get an idea of what is right for you.

Once you think you’ve found the right sort of weight that suits you, the next step is deciding on the size. Now, in days gone by if you decided for instance, that a 2lb 12oz bowl felt like a good weight, you were pretty much stuck with the size that that particular weight came in.

However, thanks to the wonders of high density and low density bowls, we can now choose a set which is either smaller or larger than the standard density size. This means that if you like the “feel” of a 2lb 12oz bowl, but (like me) you have fairly small hands, you could opt for a 2lb 12oz “high density” bowl; which will be the same size as a standard 2lb 10oz but with all the weight of a 2lb 12oz one!

Equally, if you have giant sized hands but maybe have the strength of a new born lamb (!) then you might want to go with a low density bowl; a larger bowl but in a lighter weight.

The final important factor to take into account when selecting your short mat bowls is the strength of the bias. This is the clever part of your bowl which makes the bowl turn (or peg) as it begins to slow down. As a general rule, a bowl which is made for crown green bowls has a standard bias, whereas bowls manufactured specifically for indoor bowls or short mat bowling tend to have a stronger bias, resulting in a greater effect when the bowl turns.

Under the official rules of short mat bowling, you aren’t restricted to the type of bowl you can use which means you can play with crown green, flat green, indoor or short mat bowls. Therefore, the decision is again down to personal preference; whether you feel more comfortable playing with a bowl which turns more (an indoor or short mat bowl) or a weaker biased crown green bowl.

As somebody who plays crown green bowls as well as short mat, I use my crown green woods for both. However, I tend to play lead in a team of three during short mat games, which means there are never too many other bowls for me to bowl around when I send mine. For somebody who plays second or more particularly, third as skip, I would recommend playing with indoor/short mat bowls as the stronger bias is of great benefit when you are trying to negotiate the minefield of bowls that usually exist towards the conclusion of an end.

There you have it then. As long as you keep the above factors in mind you can’t go far wrong; so you’re free to go and get that fancy set of orange and green bowls you’ve had your eye on all this time!

Matt Clarke is a Web Designer who enjoys many hobbies and interests including bowls, where he has played in short mat bowls and crown green bowling leagues and competitions for a number of years.

He posts regularly about short mat bowls on his blog at http://www.shortmatbowls.net/.
For more information about playing short mat bowls visit http://www.shortmatbowls.net/indoor-bowls-for-short-mat-bowling/.

Having to replace an air pump is inconvenient, but tolerable. Replacing a muffler or alternator is more costly and thus, more frustrating. But it’s still bearable. Your car’s engine, on the other hand, is among the few assemblies (your transmission is the other one) where a failure can crush your budget.

Your engine will not last forever, of course. Depending on how hard you drive it and the number of miles you put on it, you can expect it to last between 100,000 miles and twice that amount. If you keep your vehicle long enough, it will eventually develop major problems.

Below, we’ll explore the decision to fix the assembly versus having it replaced. We’ll explain why uncovering the root causes of a given problem is a critical piece to making this decision. Lastly, we’ll describe the key differences between a brand new engine and a remanufactured unit.

Deciding Whether To Repair The Assembly

Suppose your vehicle is eight or nine years old and you’ve driven it extremely hard over those years. As a result, your engine has finally failed. The first question to ask is whether you should keep your car, or retire it and buy a new one. A lot depends on its age, value, and overall condition.

For example, if your car has a market value of $2,500, spending over $1,000 to have your engine repaired (or replaced) may make little sense. But if your vehicle has retained its value and other major components (e.g. transmission) remain in good shape, spending the money might be worthwhile.

Let’s suppose you have decided to keep your car. Now, the question becomes whether you should have the failing engine repaired or replaced. Your decision will largely hinge on its condition and the number of miles on it.

For example, if the assembly has 130,000 miles, a history of valve or piston problems, and a chronic misfire, repairing it will be costly. The mechanic might need to perform extensive work on the cylinders. He may need to align the engine block and replace the valves.

Also, with an overhaul, the entire assembly must be dismantled. The individual pieces are disassembled, so the mechanic can check for blemishes, fissures, or other structural problems. The components that are in good condition are then cleaned. The ones that are in poor condition are replaced. Once the parts have either been cleaned or replaced, the assembly is put back together.

This is painstaking work. An engine overhaul requires an enormous amount of time and effort. This is the reason a lot of mechanics will strongly suggest having the engine replaced.

Differences Between New And Remanufactured Engines

You can buy a used assembly from a junkyard, but doing so may be dangerous. There’s no way to be certain whether there are problems hidden from view, especially with engines that have a lot of miles. Even if you find a used assembly with low miles and a limited warranty, it will usually be a less-than-ideal option. The price will be consistent with a remanufactured unit, which will have been brought up to OEM standards. At that point, you’re better off investing in the latter.

A new engine is exactly how it sounds. Every individual piece is new. The valves, pistons, engine block, connecting rods, and other parts have never been used.

A remanufactured unit is nearly as good (and far less expensive). Remans are used assemblies that have been dismantled, closely examined, and carefully cleaned. Most of the pieces that wear over time (e.g. timing belt, gaskets, etc.) are replaced. Then, the assembly is rebuilt and tested to ensure it meets OEM standards.

Which option is best? If your budget is limited, a remanufactured engine that has been brought up to OEM specifications is an ideal solution. It will get your car back on the road without the high cost associated with a new assembly.

When looking for used auto parts and used engines consider the leader in parts, Everdrive.com

If you just started out as an Internet Marketer you might be a little overwhelmed by everything there is to know about Internet Marketing. Wanting to succeed online is one thing, knowing how and what to avoid is another. If you want to succeed online, know these top 5 Internet Marketing Mistakes newbies make and never forget them. I guarantee you will be miles ahead of your competition.

Internet Marketing Mistake #1: NOT TAKING ACTION

The number one reason new Internet Marketers fail to succeed online is that they never get started. In order to make a sale you have to take action and get the product you are promoting in front of your audience.

It doesn’t matter how much you know about Internet Marketing, product creation, customer service or any other aspect. If you do not have a product to sell and do not put a product on a website for your audience to find, you will never make a sale – no matter what. My point is if you do nothing, you’ll gain nothing. Take action!

Internet Marketing Mistake #2: WANTING TO BE PERFECT

Another major mistake Internet marketing newbies make is they want to be perfect. Just another adjustment here, and another tweak there. If you always wait for your products and website pages to be perfect, you will always be waiting.

It doesn’t have to be perfect. Ask yourself; Does the page serve its purpose? Does it look like the product and web page could sell? Then, it doesn’t need any adjustments.

Avoid the Mistake in Marketing of wanting to be prefect and you will double, if not triple, your year income!

Internet Marketing Mistake #3: AFRAID YOU DO NOT KNOW ENOUGH

This marketing mistake frequently goes hand in hand with Internet Marketing Mistake #1. Many new Internet Marketers are afraid they don’t know enough yet to be successful. So, they don’t take action yet.

Don’t be afraid! If it is any reassurance, you will never know all there is to know about Internet Marketing. Knowing and learning more about Internet Marketing is an ongoing process. You learn more as you go along. The best tactic is to apply what you already know. Learn from your mistakes and improve on that the next time.

This brings us to mistake number 4…

Internet Marketing Mistake #4: FEAR OF FAILURE

This may be one of the Biggest Marketing Mistakes that holds newbie Internet Marketers back more then any other mistake. They are afraid that if they market a product, it will fail. How could you possible know something will fail when you have not tried to market it yet?

If – and only if – you don’t try, it’s guaranteed to fail.

Actually, there is no such thing as failure. If something fails it means you have to make minor changes next time. Failure is the one thing that thought all great Internet Marketers how NOT to promote. There is not one successful Internet Marketer that hasn’t failed promoting a product or service at least once. New Internet Marketers, and even great Internet Marketers, fail a lot. It’s part of the process.

Try – take a risk – and if it doesn’t stick, ‘pick up’ and move on.

Internet Marketing Mistake #5: IMPERSONAL MARKETING

I see many, many Internet Marketing newbies launching a website (sometimes full of products and sales pitches) missing a privacy policy, contact form and, most important of all, a personal reference and introduction of who you are and why you can help others as an “expert” in your field.

People tend to buy more easily when they trust who they are buying from. Building trust is key to online success as an Internet Marketer. Get yourself known as the expert in your niche/target market. People trust experts. People believe (rightly or wrongly) that you would not have reached “expert” status unless you know what you’re doing. If you’re serious about building your business, build on trust with your audience by making a personal connection with them. Adding a picture of yourself, and a small description of who you are, to some or all your website pages, is the least you should do!

Now that you know the 5 Biggest Mistakes in Internet Marketing, I advise you to act accordingly. You will be miles ahead of your competition and well on your way to online success. I guarantee!

Getting started and taking action are your first priorities. Don’t try to be perfect. Don’t be afraid to make mistakes, but try and learn from them and improve on them later. And most advisable, build trust with your customers. You’ll get more repeat visitors and thus more sales.

Yves Barneveld wants you to learn how to successfully market your business online, and follow highly profitable advice shared by 100s of other authors on http://SmallArticles.com – With over 800 articles in the Internet Marketing Articles Category alone, there’s a strong chance they have an answer to what you want to know about Internet Marketing right now. Welcome to SmallArticles Article Directory!

Business etiquette is in essence about building relationships with people. In the business world, it is people that influence your success or failure. Etiquette, and in particular business etiquette, is simply a means of maximising your business potential.

If you feel comfortable around someone and vice versa, better communication and mutual trust will develop. This comfort zone is realised through presenting yourself effectively. Business etiquette helps you achieve this.

Business etiquette revolves around two things. Firstly, thoughtful consideration of the interests and feelings of others and secondly, minimising misunderstandings. Both are dependent upon self conduct. Business etiquette polishes this conduct.

Business etiquette varies from region to region and country to country. For the international business person, focusing too deeply on international business etiquette would leave no time for business. However, there are some key pillars upon which good business etiquette is built.

Behaviour

Your manners and attitude will speak volumes about you. They will point to your inner character. If you come across selfish, undisciplined or uncouth your relationship is unlikely to prosper. Appropriate business etiquette promotes positive traits.

Honesty

A reputation for delivering what you say will deliver goes a long way in the business world. Remember, a reputation for integrity is slowly gained but quickly lost. Understanding a particular country’s business etiquette provides a framework in which you can work without fear of crossing boundaries in terms of agreements, promises and contracts.

Character

Your character refers to what you as an individual bring to the business table. Proper business etiquette allows you to exhibit your positive qualities. For example, knowing when to be passionate and not emotional or self-confident without being arrogant. Just through learning another’s business etiquette you demonstrate an open-mindedness which will earn respect.

Sensitivity

Sensitivity and consideration underlie all good business etiquette. Being prepared for foreign ways and methods and responding thoughtfully is achieved through experience and business etiquette know-how. By avoiding misunderstandings and misinterpretations through business etiquette you lay foundations for a strong business relationship.

Diplomacy

Avoiding thoughtless words and actions protects you from negative consequences. Impulse often leads a business person astray. Business etiquette encourages the careful thought of the interests of others and choosing acceptable forms of expression.

Appearance

Dressing appropriately, standing and sitting in the right place at the right time, good posture and looking physically presentable are all elements in making a good impression. Business etiquette teaches you how to suitably present yourself and what to avoid.

Analysing, understanding and implementing the above will help you recognise what business etiquette is and how it should be employed within the business world.

For the international business person business, etiquette acts as a key. It locks the doors of poor communication and misunderstandings and opens doors to successful business relationships.

Neil Payne is Director of http://www.kwintessential.co.uk