Using the Marketing Mix to Maximize Customer Returns
The traditional marketing mix used by businesses comprised of 4 key elements thought to be vital to the success of any business. However, with the passage of time and the variations in the kind of products and services offered, there are 7 key elements today in the marketing mix that require constant evaluation to ensure the best possible results. These 7 P’s are:
Product
Price
Placement
Promotion
Physical Evidence
Process
People
Businesses use a unique combination of all these elements in an attempt to achieve the highest customer satisfaction levels.In this article, we will discuss all the 7 elements in detail and will explain how businesses can make constant variations in their product mix to maximize their goals.Product
What distinguishes your product or service from other products? While there are standard quality and service components to establish performance, the product or service needs to be somehow unique, some way better than its competitor. This “unique selling proposition” is mission-critical to the business’s success. Customer satisfaction with your product or service is of utmost importance. Though it’s important to offer a high quality or a more economical price, better availability or quicker delivery time, it is also essential to make sure that your product or service has something that is unique and that sets it apart from the competitors in the market.Price
Consider if the target market sees the price of your product or service as affordable. If the target market is not willing or able to buy, there is no chance to build your business successfully. If the price of your products is higher than competition, it is imperative to convince the market the value of the price premium.Placement
In order to capture the market, make your products and services accessible and easy to buy. If the customer can’t find you, they can’t buy from you. If you offer online sales, carefully consider the process customers must go through to buy online. A difficult purchasing process is a barrier to sales. Know where your target audience lives and shops in order to put your product in front where they can see and learn about it.Promotion
Promoting your product through the right channels to ensure highest exposure is essential to the marketing process. A promotion on broadcast TV or radio is expensive compared to other channels; they will reach people who may have no interest or not be qualified to buy your products. The costly reach of broadcast media can waste valuable marketing dollars with little return. If the channel is online, use the internet – and search engine optimization – to your advantage. Find out the keyword search terms that will bring the most amount of traffic. Leverage the content and position of the websites that feature your product to its best advantage. If promotion is direct mail, give careful consideration to a targeted mailing list. Direct mail can be more focused and waste less resources, resulting in a more exacting approach to your target market.Physical Evidence
Think about all aspects of your organization that your prospective customer encounters. From the cleanliness of the selling floor and lavatories in a brick and mortar location to the ease of website navigation, the visit should be a pleasant and hassle-free experience for the customer. Polite, courteous and well-trained staff should be a priority to convey an image of quality from the product to the people who help sell and re-sell the product. The primary and secondary packaging can elevate a simple useful product and make it more desirable. Everything that the customer comes in contact with comes under the physical evidence.Process
A lead generation process happens from the time your marketing is seen or heard by the customer until they take advantage of your call to action. The sales process starts from that call to action until the product or service is successfully delivered and paid for. Is the process well-tested and reliable? Is the experience the same from the customer’s point of view each time they interact with your company? How efficient is the sales process? If the process can be delivered from lead to sales in the optimum amount of time, conserving resources and expense, it can be replicated over and over to build more sales revenue.People
From the people who answer the phone, greet the customer, handle problems, process payments, follow up on the sale, and manage the team to the president of the company, all actions contribute to an image of quality and service. It’s common to hear companies say we have great customer service in today’s world, but how they deliver the great service is what holds great significance to the customer.How Companies Use the Marketing Mix
The marketing mix experiences a lot of variations throughout a product’s lifecycle stage. For example, if we look at the category of health supplements, a lot of the brands started off as delivering nutritional supplements to men and women in the market. However, in the development stage of the product’s lifecycle, brands were focusing more on gaining exposure through lower introductory prices and different promotional packages. As the brands crossed the Introductory stage and moved on to growth stage, businesses started catering to more specialized categories such as Teens, Men, Women, and the above 50 and began developing more products for each category. These line extensions are typical of a business in the growth stage. When a company is in the mature phase of their lifecycle, it is common to re-launch their products with innovation to capture the surge of business experience in the development stage. In the category of health supplements, many brands identified the opportunity of attracting customers looking for exercise and athletic supplements for enhance performance. This new market segment opened the doors of a completely new marketing niche for businesses that focused on diversifying the market and on increasing the market for this new category.Conclusion
Experienced marketing consultants such as 1st Straw Marketing ask a lot of questions to dive deep into the different aspects of business. Getting to know the perception of the market and the internal workings of the company selling products and services is essential to developing a strategic and tactical plan that can be successful. Depending on each stage of the product’s lifecycle and the influence of the market, business leaders and professional marketers are constantly evaluating their marketing mix and making changes to serve their target market better. Planning, review, evaluation and research goes into determining every element of the marketing mix and is vital to the overall success of a business.
Technology Acceptance Model
Advances in computing and information technology are changing the way people meet and communicate. People can meet, talk, and work together outside traditional meeting and office spaces. For instance, with the introduction of software designed to help people schedule meetings and facilitate decision or learning processes, is weakening geographical constraints and changing interpersonal communication dynamics. Information technology is also dramatically affecting the way people teach and learn.As new information technologies infiltrate workplaces, home, and classrooms, research on user acceptance of new technologies has started to receive much attention from professionals as well as academic researchers. Developers and software industries are beginning to realize that lack of user acceptance of technology can lead to loss of money and resources.
In studying user acceptance and use of technology, the TAM is one of the most cited models. The Technology Acceptance Model (TAM) was developed by Davis to explain computer-usage behavior. The theoretical basis of the model was Fishbein and Ajzen’s Theory of Reasoned Action (TRA).The Technology Acceptance Model (TAM) is an information systems (System consisting of the network of all communication channels used within an organization) theory that models how users come to accept and use a technology, The model suggests that when users are presented with a new software package, a number of factors influence their decision about how and when they will use it, notably:Perceived usefulness (PU) – This was defined by Fred Davis as “the degree to which a person believes that using a particular system would enhance his or her job performance”.Perceived ease-of-use (PEOU) Davis defined this as “the degree to which a person believes that using a particular system would be free from effort” (Davis, 1989).The goal of TAM is “to provide an explanation of the determinants of computer acceptance that is general, capable of explaining user behavior across a broad range of end-user computing technologies and user populations, while at the same time being both parsimonious and theoretically justified”.According to the TAM, if a user perceives a specific technology as useful, she/he will believe in a positive use-performance relationship. Since effort is a finite resource, a user is likely to accept an application when she/he perceives it as easier to use than another .As a consequence, educational technology with a high level of PU and PEOU is more likely to induce positive perceptions. The relation between PU and PEOU is that PU mediates the effect of PEOU on attitude and intended use. In other words, while PU has direct impacts on attitude and use, PEOU influences attitude and use indirectly through PU.User acceptance is defined as “the demonstrable willingness within a user group to employ information technology for the tasks it is designed to support” (Dillon & Morris). Although this definition focuses on planned and intended uses of technology, studies report that individual perceptions of information technologies are likely to be influenced by the objective characteristics of technology, as well as interaction with other users. For example, the extent to which one evaluates new technology as useful, she/he is likely to use it. At the same time, her/his perception of the system is influenced by the way people around her/him evaluate and use the system.
Studies on information technology continuously report that user attitudes are important factors affecting the success of the system. For the past several decades, many definitions of attitude have been proposed. However, all theories consider attitude to be a relationship between a person and an object (Woelfel, 1995).In the context of information technologies, is an approach to the study of attitude – the technology acceptance model (TAM). TAM suggests users formulate a positive attitude toward the technology when they perceive the technology to be useful and easy to use (Davis, 1989).A review of scholarly research on IS acceptance and usage suggests that TAM has emerged as one of the most influential models in this stream of research The TAM represents an important theoretical contribution toward understanding IS usage and IS acceptance behaviors. However, this model — with its original emphasis on the design of system characteristics – does not account for social influence in the adoption and utilization of new information systems.
Home Entertainment on a Budget
Home entertainment system means the things which are a complete entertainment package in any home today. Buying of home entertainment today has become a regular job and today most of the families can afford a home entertainment system.In this world where people do not have time to relax by going out for a movie or just for the purpose of relaxing, the home entertainment system provides a wide range of relaxation for these people. Home entertainment includes a home theatre which is no less than a theatre screen. DVD players are also included in this home entertainment system. Plasma television has a great demand today. Home entertainment is now in the grip of most of the families as the price of this has come down a lot in the recent years. People today can enjoy the surround sound, digital picture quality just like the theatres sitting at home by paying only once while buying the home entertainment. But the home entertainment model has to be chosen very carefully so that the person buying it does not get cheated. Before purchasing a Home entertainment system one must decide which brand to buy, which brand is good. One should always consult a person who has knowledge about the Home entertainment system before buying one; this will help in choosing the right system and making the correct decision that too in budget.To choose the model one must follow certain things. The Home theatre should be one which can be adapted to new technologies. This includes audio as well as video mediums. The stereo system is a nice choice. The speaker system allows having the sound in any part of the house. The power should also be checked before buying the thing. A Home entertainment must be chosen in such a way that it matches the person’s entertainment preferences. The Home entertainment system should be able to handle the old methods like tapes.The most important thing which must be kept in mind before buying a Home entertainment package is that one must purchase the best he can afford; it is useless to buy a system which costs less and is of inferior quality, it is simply wastage of money. It is better to buy an expandable system and then the features can be added continuously and it can be updated with time. This will also serve the budget purpose. People with limited budget can try this method as it will be of great advantage. Cheap Home entertainment systems if purchased will incur loss. One part after the other will stop functioning and will require frequent service. Servicing will demand more money and it will cost even more than the price with which the whole system was purchased.There are many such Home entertainment systems which come in low costs. Cinema-in-a-box is system which is available with DVD player and surrounds sound at an affordable cost. The cost of Plasma and LCD TV has gone down dramatically in recent years. Big systems should be avoided in small rooms. CRT TV’s are the most mature technology in television today but are often bulky although they are far cheap than other kind.
How to Invest in a Broadway Show
I get a lot of questions from readers, all over the world, expressing interest in investing in a Broadway or an Off-Broadway show. Usually they are unsure about how to get involved and, more importantly, they want to know how to pick their first show. Since this seems to be such a hot topic, I thought I’d dispel a few of the nasty rumors associated with investing in Broadway or Off-Broadway shows, and also give you my checklist of how to choose shows to invest in. First let’s tackle the rumors, and then the checklist.Broadway Investment Rumor #1: Investing in Broadway Shows is Only for the Super-Rich.Because Broadway capitalizations can range from $2 million for a Play up to $20 million for a Broadway Mega-Musical, many people fear that the “entry point,” or the amount of money required for an initial individual investment, must be astronomically high. Not true. While the average small investment in a big Broadway show is probably about $25,000, I have seen many shows where investors were able to get in for as little as $10,000, and even a few where the entry point was only $5,000! There are a lot of publicly traded mutual funds that don’t allow you to get in at that level. Lower investment thresholds are particularly common in the Off-Broadway arena. What determines the lowest investment level? Here’s how it works.Capitalizations are divided into ‘units,’ just like stock shares, and what defines each unit is up to the Producer. Some Producers like to have a round 100 units per show, regardless of the capitalization. Some like to pick the lowest amount they can accept as an investment (since some shows are limited to the number of investors they can have). And some just make it up arbitrarily. Regardless of how the unit is determined, here’s a tip: If you’re considering a show and get sticker shock when you hear the price of one unit, ask for a partial. Splitting units ain’t like splitting an atom. It can be done with ease. Depending upon a variety of circumstances (including how hot the property is, who the producer is, and whether or not other investors took “round units”), it may be possible for you to invest in a smaller amount than the “ask.” The key, of course, is to never be pressured into investing more than you’re willing to lose. If the entry point on one project is too high, don’t worry, there will be others.Broadway Investment Rumor #2: Investing in Broadway Shows is Only for the Super-Crazy.Many people think that it’s bonkers to get involved with Broadway. The fact is, if you’re an individual of a certain net worth, your traditional financial advisor will probably recommend that you allocate a certain amount of your investment portfolio (usually about 10%) to higher risk instruments, or so-called Alternative Investments, in order to diversify yourself. Most Alternative Investments require investors to be considered ‘accredited,’ which in the U.S. means a net worth of at least one million dollars, or having made at least $200,000 ($300,000 if joint-income) for the past two years. Although many Broadway shows also prefer accredited investors, this is not the case with every show.Why would Broadway, with its high risk but potentially high return, be excluded from that list? In fact, it isn’t. According to Wikipedia’s entry for Alternative Investments, they are an “investment product other than traditional investments such as stocks, bonds, or cash” and that “wine, art and antiques, Broadway shows, movies, indeed any store of value, might also be considered an alternative investment.” Alternative Investments, including Broadway and Off-Broadway shows, are undoubtedly high risk. The commonly quoted statistic is that only 1 out of 5 Broadway shows recoup their investment (that ratio is even lower for Off-Broadway shows). But this is not, by any means, the only high risk instrument on the market.Investing in Broadway shows is a lot like investing in a restaurant or, frankly, in any entrepreneurial start-up. In fact, according to a recent article by Nick Malawskey in the Centre Daily Times: “For every 10 businesses that start, seven will cease to exist in 10 years. Two will break even. Only one will really succeed.” This puts the success rate of start-ups at the exact same percentage as I just quoted above – 20%! See, it’s not as bad as we thought. And, with proper due diligence you can increase those odds.And remember, with big risk can also reap big rewards. Even if you do end up performing according to the stats, the goal and hope is that the 1 show out of 5 which does recoup, ends up paying for any other previous losses (it’s a marathon not a sprint), and then some. Imagine what it would have been like to invest in “Annie,” “West Side Story,”"Cats” or “Wicked.”Broadway Investment Rumor #3: Investors in Broadway Shows Belong to an Exclusive ‘Club’ that Doesn’t Accept New Members.While it is true that there are a lot of Broadway investors that have been in the circle for a long time, it’s not as closed door of a club as you think. While it can be hard for a new investor to get in on the hottest shows coming to town, it’s not impossible. And, Producers will sometimes let you get in on a ‘sure-thing’ (which doesn’t exist, by the way) if you also agree to come into something a bit more risky. However, it is a relationship business, and preferential treatment is often given to investors who have been doing it longer, and to those that have been faithful to the Producer. So what does a new investor do? Start the relationship. Call a Producer. Email them. Fax them. Simply state that you’re looking to invest in a specific show (if you know one that they are about to do), or ask to be put on the list to be called about their next show. It’s not a commitment for either party, and I don’t know any Producer out there who would mind putting you on a “potential” list. Just make sure you are serious about your interest.Now that we’ve overviewed the three biggest obstacles potential investors often tell me prevent them from taking the first step and joining the ranks of Broadway and Off-Broadway investor, just how do you choose a project to invest in? Once you’ve decided that investing in a Broadway or Off-Broadway show is something you definitely want to do, you should step through my checklist of how to decide whether or not to invest in a particular show.Broadway Investing Rule #1: Have Passion for the Project.Broadway shows are often referred to as the “children” of Producers and Investors. Shows need the same type of care, hand-holding, and unconditional love; so much love, that even when your kid F***s up royally, you (as the parent) will still love him, right? Unfortunately, the odds are that your “kid” is going to disappoint you, so you better make sure that your bond is so tight, you won’t care either way. This theory is based a bit on famed investment guru Peter Lynch’s theory of “invest in what you know.” Peter believed you should put money into companies that make products which you see and use every day (and products that you can’t live without). I believe this can, and should, be adapted to entertainment investments as well. Invest in shows that you can’t see NOT happening. Invest in shows that you believe are important to be seen; whether that’s because it has a socio-political message, whether that’s because it features an amazing performance by an legendary actress, or whether that’s because it’s so much fun, that the audience’s day will be better just by experiencing the show. Invest in shows that you love.Broadway Investing Rule #2: It’s All About Who’s Driving the Boat.Before investing in a mutual fund, Wall Street geeks will tell you to look at a variety of factors, one of the most important being who is managing the fund. You’ve got to know who is making the day-to-day decisions. What is their track record? Where did they learn to do what they do? How long have they been doing it? These are all questions you need to ask before investing in a Broadway show. Look at the Producer’s resume (you can find them all on the Internet Broadway Database ibdb.com). Have they produced shows that have recouped? How many hits do they have? How many misses? Would you have produced similar shows? Do you have similar tastes? Choosing to invest with Producers with a proven track record is one of the best ways you can reduce your risk when investing in a Broadway or Off-Broadway show.Broadway Investing Rule #3: Just Like an Actor, You Have to Know Your Objective.What do you want out of investing in a Broadway show? Different objectives will greatly affect what projects you choose to do. Do you want to make money? Do you want to get access to opening night parties, etc. so you can network? Are you looking to get inside access to agreements and figures, etc., so you can learn more about how to produce your own show? Do you want to support the work of a specific playwright?One of my favorite “objective” stories is about the investor who was thinking about graduate school as a way to learn how to produce. They decided against it, and took the money they were going to spend on tuition and invested it in several shows. They thought there was more to learn by playing the game. Last I heard, they were doing pretty well and beating the odds.There are a zillion reasons to invest in a Broadway show. Make sure you have at least one.Broadway Investing Rule #4: Don’t Try and Be a One-Hit Wonder.We all want our first time to be perfect (I even wrote a show about it!), but often our first time out isn’t what we hope it will be. Don’t expect to knock one out of the park your first time up at bat. When signing up to invest in Broadway, imagine that you’re a baseball player playing a full nine innings. If you strike out the first time (or even the second and the third) don’t worry, you could hit a homer in the bottom of the 9th and win the game.If your first show doesn’t make it, have a post-mortem with yourself (and with the Producer) and try and determine why it didn’t work. Learn from it, and apply those lessons to your next time up at bat. Your odds of success should get better each time. Just don’t pull yourself out of the game.Broadway Investing Rule #5: Examine the Lay of the Land.It’s impossible to time the market. But, in a playing field as small as Broadway, with its limited audience, it’s important to take a look at your potential competition. Are you doing a new musical at a time when six other new musicals are opening? How do your stars match up against the other shows’ stars? Are you the only classic play? Are you the only comedy? The big TV networks program their seasons so they can appeal to all of the appropriate demographics, without too much weight on one type of show. Since Producers are mostly independents, we can’t program collaboratively, but as an investor you can look to see if your show is going to get lost in a sea of other similar shows, or if it will stand out amongst a lack of competition, without having to place $125k New York Times full page ads.So there you have it! The above are the five basic questions I first ask myself when contemplating investing in a Broadway or Off-Broadway show. There are countless others you should ask when you get into the details of the production after you examine the budget, find out who’s directing, etc., but these will get you started on the road to investing in a show.You’ll notice that a lot of the above rules and checklists are very similar to the rules and checklists for investing in the stock market or any market (invest for the long haul, know your objectives, risk tolerance, etc.). And that’s the most important thing to remember. Too many people think investing in Broadway is a hobby ( which it can be), and in those cases you’ll probably only hit a winner on the average 1 out of 5 times. But, Broadway is big business, and should be treated as such. And if you apply the same principles you’d apply to other investment vehicles and do the due diligence, there’s no reason you can’t turn that hobby into something that is fun, educational, and yes, even profitable.
Health Coaches Needed For Health Care Reform
Most of the Congressional debate for health care reform revolves around ways to extend reimbursement for sick care. However, paying for more of the same fragmented, costly care isn’t reform, it’s madness.The $2.2 trillion health care system, the costliest in the world, requires a new top-to-bottom vision, and although the 600 doctors and health professionals gathered at the Institute of Medicine’s Summit on Integrative Medicine last month didn’t agree on everything, they reached a resounding consensus about the need for Americans to change their health habits. Yet how can that best be accomplished?With a primary shift toward health promotion, disease prevention and wellness, a revamped health care system could put the brakes on the disastrous trajectory predicted for 2012, in which total health care costs would equal 20% of the Gross Domestic Product (GDP). Providers, employers, and even insurance companies finally concede that the US would fall behind the world’s nations in every imaginable sector if one out of every dollar of our productivity went toward health care costs.For over 30 years, the National Wellness Institute has been reporting that 8 out of 10 Americans suffer from chronic ailments derived from unhealthy lifestyles: poor diet, inadequate physical activity and unmanaged stress. Yet the difficult task of behavior change has always fallen on individuals, without much support from the medical system or their doctors.In addition, cultural support has been lacking for the most at-risk populations, often minorities with higher rates of diabetes and obesity. At present, there are more obese Americans than overweight ones-an almost unthinkable statistic.Cultural support for healthy lifestyles starts with community activists demanding bike paths, public parks, safe streets, farmers’ markets, fresh food options and more from their local governments. Together with cooperation from industry, government, health care, and public health officials, pressure can be placed on developers to build environments that provide opportunities for physical activity. Teachers, parents and consumers can demand that Big Food stop advertising cheap, non-nutritious, calorie-dense, processed foods to kids and young adults. Schools can offer nutrition and PE classes again, and lunch programs can teach kids about healthy choices-and provide them!Should Your MD Get Paid to Teach Wellness?”Lose weight, stop smoking, start exercising, and cut down on your stress-and I’ll see you next year for your physical.” Everybody knows that the once-a-year admonition from your doctor rarely translates into new health habits.A new tier of health coaches can supply the support and encouragement needed for Americans to begin their journey towards maximizing personal health. Health coaches should be part of every public clinic, medical office and hospital wellness center. They should be reimbursed by insurance companies, or be part of the first-access tier of Medicare, Medicaid, private insurance companies and corporate wellness programs. Even Dr. Mehmet Oz suggested that health coaches should be considered a central part of health care reform to CNN’s medical reporter Dr. Sanjay Gupta.Instead of medical doctors expecting to be reimbursed for providing health promotion and wellness services (at rates exceeding $200/ hour), health coaches could easily provide this service at one-fifth the cost. They would also present a more friendly, accessible, peer-support approach to individuals. The specialized training of medical doctors is best directed to complex cases, whether acute or chronic.The entire continuum of care needs to be re-examined and opened up to include reimbursement for health professionals that investigate the foundational causes of chronic illness, and who understand and have specialized skills in countering the ill effects of unhealthy lifestyles-professionals such as Nurse Practitioners, Naturopathic Doctors, and Traditional Chinese Medicine doctors, Homeopathic doctors, and Chiropractors.For too long, there has been an active collusion barring the advancement of these professions by certain medical organizations with insurance companies, and the public has suffered as a result.When these allied health professionals spoke up, demanding inclusion at the reimbursement table at the Summit on Integrative Medicine, a few medical doctors such as Dean Ornish, MD, championed this democratizing of the medical landscape, but others kept insisting that their own practices could accomplish wellness services, if only they were properly reimbursed.However, reimbursement for lifestyle counseling should not have to include the major overhead encountered by medical doctors, including their clinical offices, costly tuition loans, high-tech equipment, numerous staff and billing clerks.It’s been said that the US health care system is neither healthy nor much of a system. I believe it’s always darkest before the dawn of a new era, and these dark days of an ailing system must mean the light is about to break over the horizon.Bringing health coaches into the US health care system can address the colossal “elephant in the middle of the room”-that the burden of disease and related health costs can be dramatically lowered through healthy behavioral change. Learning to move more, eat well and less, and de-stress often, is not only a prescription for a better life, it’s an Rx for US health care reform.
Saving Health Care: What Should It Look Like?
I believe the year 2011 will be pivotal in the battle for an affordable and workable Health Care system that will serve the United States. If we will face the cold hard facts and develop a clear understanding of what a model system looks like, we can enjoy better individual health and economic prosperity beyond anyone’s belief system to comprehend. This first article of the New Year will lay out what a model system looks like and subsequent articles will give more details of how we can move toward a system that really works.With an ill-conceived “Obamacare” system taking effect this year, with no benefits for three years, the time has come to change my approach from “fixing” the system to “saving” the system. It is not my style to “scare” people into action, but the fact remains, if we do not stop this “Obamanation” in total, we are destined to become a third rate country with economic problems unlike anything our citizens have ever faced. Every single citizen needs to get involved now and stay involved for years to come because there will always be those who seek power to control our lives. Look around and see the symptoms. Already we have debt our grandchildren will be paying for, unemployment at never before seen levels and forecast to continue for years, freedoms neutralized or taken from us, and what do our leaders tell us? With obvious lies they tell us we are on the right track, and it will take years to make things better (better for who?). We need to take action NOW because the longer we allow these conditions to continue, the more devastating they will be and the longer it will take to fix them.So, let’s start with a clear understanding of what a workable system looks like. First, a free enterprise health care system that constantly adjusts to market conditions will best serve everyone. In other words, get politicians and government out of the business. Never in our history has any politician/government run program of any kind ever been successful, never!Step One to better health: Un-elect politicians who claim they will provide a health care program for you.Second, each individual needs to understand they have an individual responsibility to take better care of their health. Eating properly and exercising routinely will do more to improve one’s health and reduce future health problems than any “co-pay health plan”.Step Two to better health: Purchase only “catastrophic health care plans”. Everyone needs to realize that “co-pay plans” are not really what they seem. These plans are responsible for grossly increasing costs and are nothing more than financial plans to pre-pay for medical care one may or may not need as determined by an insurance company employee. It is my opinion that eliminating these plans would reduce costs by as much as 70% almost overnight.Third, take the profit for lawyers out of the industry. Lawyers do absolutely nothing to improve health care for anyone. Lawyers are nothing more than “vultures” hovering around hospitals looking for opportunities to sue someone.Step Three to better health: Individually we must learn how to vote and elect only politicians who will support the concept of taking all of the profit for lawyers out of the industry.Fourth, everyone must assume personal responsibility for their own health. Every individual has health concerns that are specific for them and individually should be responsible for learning to deal with them. To assume one can get healthy by going to a doctor, or a hospital, or by taking drugs (of any kind), or being covered by health insurance, is living in a fantasy world, it is not going to happen. Each of us owns something that will work to improve one’s health, and that is our own body. It was marvelously created to serve each of us and the better we take care of it, the better the results.Step Four to better health: Be responsible for your own health and learn as much as you can about the relationship of good health and your body.There you have it, a look at what health care should look like and some suggestions how to achieve good health. Subsequent articles will expand on thoughts I have that I think will be helpful to everyone. But, what questions do you have? I would love to hear from you with questions about health care. You can reach me on my website, www.TheHealthCareFix.com
Get the Career You Want Through Online Education
Are you working in your dreamed career field? If you are one of those who can’ made your dreamed career comes true, online education will be your best path to earn a career degree to enter a career field that was your career goal when you were at college. With the available of online education programs, going back to study is easier than ever, you can even do it without the need to quit your current job or affecting your family and social commitments.With the growing trend of online education programs, you can find almost any career related online courses offered by accredited online schools. Many of these online education programs are designed for working adults who want to earn a certification or degree in their area of interest without having to stop life on its course. The key elements that make online education the best option for working individuals are flexible learning environment and remote log on to the online classes from any location have made easy for working adults to go for study in their favorite subjects while maintaining their current job and lifestyle.Here are a few steps to find an online education program that meets your career goals:1. Identify Education Requirements Before you start searching for an online education program, you need to identify what are the education requirements in order for you to get the career you want. For example, if you want to become an accountant, you need to earn at least of bachelor or master’s degree in finance; and you may need to have a forensic accounting degree if you want to become a forensic accountant. Then, identify the level of degree you want to pursue, such as bachelor, master or PhD.2. Search For Online Education ProgramsOnce you know what type of online education programs to look for, search for a list of online education programs offered by various accredited online schools that meet your goals. Usually, you will find many similar online education programs offered by different online schools. You may need to short list them with a few criteria such as the school reputation, program cost, and the courses of the online education programs that best fit your needs.3. Request Information From Online SchoolsThe information about the online education programs found at the school’s website may not be detailed enough for you to make your decision. Hence, you should request the schools to send you the details information about the education programs so that you can review and compare them before you make any decision. Most online schools are providing free information packs on their education programs, what you need to do is fill up a simple form to let the schools know what type of online education programs you are interested in and where to send you those information.4. Apply For Admission & Earn The DegreeOnce your have decided an online education program to go for, admission application is simple and it can be done online. You need to fulfill all the admission requirements in order to be accepted by the online school. Then, you should work hard and smart to complete the program to earn the degree that is required to make a career switch.SummaryOnline education has made easy for working adults to go back for study without the need to give up their current job. You can get the career you want by earning a career related degree through online education program without give up your monthly pay check.
S&P 500 Rallies As U.S. Dollar Pulls Back Towards Weekly Lows
Key Insights
The strong pullback in the U.S. dollar provided significant support to stocks.
Treasury yields have pulled back after touching new highs, which served as an additional positive catalyst for S&P 500.
A move above 3730 will push S&P 500 towards the resistance level at 3760.
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S&P 500 is currently trying to settle above 3730 as traders’ appetite for risk is growing. The U.S. dollar has recently gained strong downside momentum as the BoJ intervened to stop the rally in USD/JPY. Weaker U.S. dollar is bullish for stocks as it increases profits of multinational companies and makes U.S. equities cheaper for foreign investors.
The leading oil services company Schlumberger is up by 9% after beating analyst estimates on both earnings and revenue. Schlumberger’s peers Baker Hughes and Halliburton have also enjoyed strong support today.
Vaccine makers Pfizer and Moderna gained strong upside momentum after Pfizer announced that it will raise the price of its coronavirus vaccine to $110 – $130 per shot.
Biggest losers today include Verizon and Twitter. Verizon is down by 5% despite beating analyst estimates on both earnings and revenue. Subscriber numbers missed estimates, and traders pushed the stock to multi-year lows.
Twitter stock moved towards the $50 level as the U.S. may conduct a security review of Musk’s purchase of the company.
From a big picture point of view, today’s rebound is broad, and most market segments are moving higher. Treasury yields have started to move lower after testing new highs, providing additional support to S&P 500. It looks that some traders are ready to bet that Fed will be less hawkish than previously expected.
S&P 500 Tests Resistance At 3730
S&P 500 has recently managed to get above the 20 EMA and is trying to settle above the resistance at 3730. RSI is in the moderate territory, and there is plenty of room to gain additional upside momentum in case the right catalysts emerge.
If S&P 500 manages to settle above 3730, it will head towards the next resistance level at 3760. A successful test of this level will push S&P 500 towards the next resistance at October highs at 3805. The 50 EMA is located in the nearby, so S&P 500 will likely face strong resistance above the 3800 level.
On the support side, the previous resistance at 3700 will likely serve as the first support level for S&P 500. In case S&P 500 declines below this level, it will move towards the next support level at 3675. A move below 3675 will push S&P 500 towards the support at 3640.
SPDN: An Inexpensive Way To Profit When The S&P 500 Falls
Summary
SPDN is not the largest or oldest way to short the S&P 500, but it’s a solid choice.
This ETF uses a variety of financial instruments to target a return opposite that of the S&P 500 Index.
SPDN’s 0.49% Expense Ratio is nearly half that of the larger, longer-tenured -1x Inverse S&P 500 ETF.
Details aside, the potential continuation of the equity bear market makes single-inverse ETFs an investment segment investor should be familiar with.
We rate SPDN a Strong Buy because we believe the risks of a continued bear market greatly outweigh the possibility of a quick return to a bull market.
Put a gear stick into R position, (Reverse).
Birdlkportfolio
By Rob Isbitts
Summary
The S&P 500 is in a bear market, and we don’t see a quick-fix. Many investors assume the only way to navigate a potentially long-term bear market is to hide in cash, day-trade or “just hang in there” while the bear takes their retirement nest egg.
The Direxion Daily S&P 500® Bear 1X ETF (NYSEARCA:SPDN) is one of a class of single-inverse ETFs that allow investors to profit from down moves in the stock market.
SPDN is an unleveraged, liquid, low-cost way to either try to hedge an equity portfolio, profit from a decline in the S&P 500, or both. We rate it a Strong Buy, given our concern about the intermediate-term outlook for the global equity market.
Strategy
SPDN keeps it simple. If the S&P 500 goes up by X%, it should go down by X%. The opposite is also expected.
Proprietary ETF Grades
Offense/Defense: Defense
Segment: Inverse Equity
Sub-Segment: Inverse S&P 500
Correlation (vs. S&P 500): Very High (inverse)
Expected Volatility (vs. S&P 500): Similar (but opposite)
Holding Analysis
SPDN does not rely on shorting individual stocks in the S&P 500. Instead, the managers typically use a combination of futures, swaps and other derivative instruments to create a portfolio that consistently aims to deliver the opposite of what the S&P 500 does.
Strengths
SPDN is a fairly “no-frills” way to do what many investors probably wished they could do during the first 9 months of 2022 and in past bear markets: find something that goes up when the “market” goes down. After all, bonds are not the answer they used to be, commodities like gold have, shall we say, lost their luster. And moving to cash creates the issue of making two correct timing decisions, when to get in and when to get out. SPDN and its single-inverse ETF brethren offer a liquid tool to use in a variety of ways, depending on what a particular investor wants to achieve.
Weaknesses
The weakness of any inverse ETF is that it does the opposite of what the market does, when the market goes up. So, even in bear markets when the broader market trend is down, sharp bear market rallies (or any rallies for that matter) in the S&P 500 will cause SPDN to drop as much as the market goes up.
Opportunities
While inverse ETFs have a reputation in some circles as nothing more than day-trading vehicles, our own experience with them is, pardon the pun, exactly the opposite! We encourage investors to try to better-understand single inverse ETFs like SPDN. While traders tend to gravitate to leveraged inverse ETFs (which actually are day-trading tools), we believe that in an extended bear market, SPDN and its ilk could be a game-saver for many portfolios.
Threats
SPDN and most other single inverse ETFs are vulnerable to a sustained rise in the price of the index it aims to deliver the inverse of. But that threat of loss in a rising market means that when an investor considers SPDN, they should also have a game plan for how and when they will deploy this unique portfolio weapon.
Proprietary Technical Ratings
Short-Term Rating (next 3 months): Strong Buy
Long-Term Rating (next 12 months): Buy
Conclusions
ETF Quality Opinion
SPDN does what it aims to do, and has done so for over 6 years now. For a while, it was largely-ignored, given the existence of a similar ETF that has been around much longer. But the more tenured SPDN has become, the more attractive it looks as an alternative.
ETF Investment Opinion
SPDN is rated Strong Buy because the S&P 500 continues to look as vulnerable to further decline. And, while the market bottomed in mid-June, rallied, then waffled since that time, our proprietary macro market indicators all point to much greater risk of a major decline from this level than a fast return to bull market glory. Thus, SPDN is at best a way to exploit and attack the bear, and at worst a hedge on an otherwise equity-laden portfolio.
S&P 500 Biotech Giant Vertex Leads 5 Stocks Showing Strength
Your stocks to watch for the week ahead are Cheniere Energy (LNG), S&P 500 biotech giant Vertex Pharmaceuticals (VRTX), Cardinal Health (CAH), Steel Dynamics (STLD) and Genuine Parts (GPC).
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While the market remains in correction, with analysts and investors wary of an economic downturn, these five stocks are worth adding to watchlists. S&P 500 medical giants Vertex and Cardinal Health have been holding up, as health-care related plays tend to do well in down markets.
Steel Dynamics and Genuine Parts are both coming off strong earnings as both the steel and auto parts industries report optimistic outlooks. Meanwhile, Cheniere Energy saw sales boom in the second quarter as demand in Europe for natural gas continues to grow.
Major indexes have been making rally attempts with the Dow Jones and S&P 500 testing weekly support on Friday. With market uncertainty, investors should be ready for follow-through day breakouts and keep an eye on these stocks.
Cheniere Energy, Cardinal Health and VRTX stock are all on IBD Leaderboard.
Cheniere Energy Stock
LNG shares rose 1.1% to 175.79 during Friday’s market trading. On the week, the stock advanced 3.1%, not from highs, bouncing from its 21-day and 10-week lines earlier in the week.
Cheniere Energy has been consolidating since mid-September, but needs another week to forge a proper base, with a potential 182.72 buy point formed on Aug. 10.
Houston-based Cheniere Energy was IBD Stock Of The Day on Thursday, as the largest U.S. producer of liquefied natural gas eyes strong demand in Europe.
Even though natural gas prices are plunging in the U.S. and Europe, investors still see strong LNG demand for Cheniere and others.
The U.K. government confirmed last week that it is in talks for an LNG purchase agreement with a number of companies, including Cheniere.
In the first half of 2021, less than 40% of Cheniere’s cargoes of LNG landed in Europe. That jumped to more than 70% through this year’s second quarter, even as the company ramped up new export capacity. The urgency of Europe’s natural gas shortage only intensified last month. That is when an explosion disabled the Nord Stream 1 pipeline from Russia that had once supplied 40% of the European Union’s natural gas.
In Q2, sales increased 165% to $8 billion and LNG earned $2.90 per share, up from a net loss of $1.30 per share in Q2 2021. The company will report Q3 earnings Nov. 3, with investors seeing booming profits for the next few quarters.
Cheniere Energy has a Composite Rating of 84. It has a 98 Relative Strength Rating, an exclusive IBD Stock Checkup gauge for share price movement with a 1 to 99 score. The rating shows how a stock’s performance over the last 52 weeks holds up against all the other stocks in IBD’s database. The EPS rating is 41.
Vertex Stock
VRTX stock jumped 3.4% to 300 on Friday, rebounding from a test of its 50-day moving average. Shares climbed 2.2% for the week. Vertex stock has formed a tight flat base with an official buy point of 306.05, according to MarketSmith analysis.
The stock has remained consistent over recent weeks, while the relative strength line has trended higher. The RS line tracks a stock’s performance vs. the S&P 500 index.
Vertex Q3 earnings are on due Oct. 27. Analysts see EPS edging up 1% to $3.61 per share with sales increasing 16% to $2.2 billion, according to FactSet.
The Boston-based global biotech company dominates the cystic fibrosis treatment market. Vertex also has other products in late-stage clinical development that target sickle cell disease, Type 1 diabetes and certain genetically caused kidney diseases. That includes a gene-editing partnership with Crispr Therapeutics (CRSP).
In early August, Vertex reported better-than-expected second-quarter results and raised full-year sales targets.
S&P 500 stock Vertex ranks second in the Medical-Biomed/Biotech industry group. VRTX has a 99 Composite Rating. Its Relative Strength Rating is 94 and its EPS Rating is 99.
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Cardinal Health Stock
CAH stock advanced 3.2% to 73.03 Friday, clearing a 71.22 buy point from a shallow cup-with-handle base and hitting a record high. But volume was light on the breakout. CAH stock leapt 7.3% for the week.
Cardinal Health stock’s relative strength line has also been trending up for months.
The cup-with-handle base is part of a base-on-base pattern, forming just above a cup base cleared on Aug. 11.
Cardinal Health, based in Dublin, Ohio, offers a wide assortment of health care services and medical supplies to hospitals, labs, pharmacies and long-term care facilities. The company reports that it serves around 90% of hospitals and 60,000 pharmacies in the U.S.
S&P 500 stock Cardinal Health will report Q1 2023 earnings on Nov. 4. Analysts forecast earnings falling 26% to 96 cents per share. Sales are expected to increase 10% to $48.3 billion, according to FactSet.
Cardinal Health stock ranks first in the Medical-Wholesale Drug/Supplies industry group, ahead of McKesson (MCK), which is also showing positive action. CAH stock has a 94 Composite Rating out of 99. It has a 97 Relative Strength Rating and an EPS rating of 73.
Steel Dynamics Stock
STLD shares shot up 8.5% to 92.92 on Friday and soared 19% on the week, coming off a Steel Dynamics earnings beat Wednesday night.
Shares blasted above an 88.72 consolidation buy point Friday after clearing a trendline Thursday. STLD stock is 17% above its 50-day line, definitely extended from that key average.
Steel Dynamics’ latest consolidation could be seen as part of a larger base going back six months.
Steel Dynamics topped Q3 earnings views with EPS rising 10% to $5.46 while revenue grew 11% to $5.65 billion. The steel producer’s outlook is optimistic despite weaker flat rolled steel pricing. STLD reports its order activity and backlogs remain solid.
The Fort Wayne, Indiana-based company is among the largest producers of carbon steel products in the U.S. It engages in metal recycling operations along with steel fabrication and produces myriad steel products.
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STLD stock ranks first in the Steel-Producers industry group. STLD stock has a 96 Composite Rating out of 99. It has a 90 Relative Strength Rating, an exclusive IBD Stock Checkup gauge for share-price movement that tops at 99. The rating shows how a stock’s performance over the last 52 weeks holds up against all the other stocks in IBD’s database. The EPS rating is 98.
Genuine Parts Stock
GPC stock gained 2.8% to 162.35 Friday after the company topped earnings views with its Q3 results on Thursday. For the week GPC advanced 5.1% as the stock held its 50-day line and is in a flat base.
GPC has an official 165.09 flat-base buy point after a three-week rally, according to MarketSmith analysis.
The relative strength line for Genuine Parts stock has rallied sharply to highs over the past several months.
On Thursday, the Atlanta-based auto parts company raised its full-year guidance on growth across its automotive and industrial sales.
Genuine Parts earnings per share advanced 19% to $2.23 and revenue grew 18% to $5.675 billion in Q3. GPC’s full-year guidance is now calling for EPS of $8.05-$8.15, up from $7.80-$7.95. The company now forecasts revenue growth of 15%-16%, up from the earlier 12%-14%.
During the Covid pandemic, supply chain constraints caused a major upheaval in the auto industry, sending prices for new and used cars to record levels. This has made consumers more likely to hang on to their existing vehicles for longer, driving mileage higher and boosting demand for auto replacement parts.
Fellow auto stocks O’Reilly Auto Parts (ORLY) and AutoZone (AZO) have also rallied near buy points amid the struggling market. O’Reilly reports on Oct. 26.
IBD ranks Genuine Parts first in the Retail/Wholesale-Auto Parts industry group. GPC stock has a 96 Composite Rating. Its Relative Strength Rating is 94 and it has an EPS Rating of 89.