I Advocate For The Alteration Of Copyright Law - 1700 Words

Copyright law is broken. I advocate for the alteration of copyright law as it relates to sampled music. My argument is this: Anybody should be allowed to use any samples they want, but must give credit and a portion of the profits made from the work to the sampled musicians. In The Future of Ideas, Lawrence Lessig puts forth a similar proposal to the one I advocate for, in regards to downloading music files instead of sampling. Lessig states, â€Å"Congress should empower file sharing by recognizing a similar system of compulsory licenses. These fees should not be set by an industry intent on killing this new mode of distribution. They should be set, as they have always been set by a policy maker keen on striking a balance.† (Lessig 255). For Lessig the altering of copyright is a matter of principle, one which he corners as uniquely American and even constitutional. â€Å"[I]t is about the fundamental values that define this society and whether we will allow those values to c hange. Are we, in a digital age, to be a free society?† (Lessig 11). Another section reveals an even deeper, almost heartfelt pleading, in which he defines the true reasons for the war between those for and against changes to copyright law. â€Å"It is about the values of balance and measure that should limit the government’s role in choosing the future of creativity. It is about the opportunity for creators to build on the past. It is about limiting the control that legal structures such as copyright give toShow MoreRelatedAnalysis Of Disney Company s Recreation Of Public Domain Fairy Tales2060 Words   |  9 Pagesdevelopment, copyright laws on fairy tales were slim because there was less concern over copying. This is also how the story’s focus was more on the message and its creative development than the potential profit. The Walt Disney company’s recreation of public domain fairy tales demonstraights how copyright laws have hindered artistic creativitity within America. The Walt Disney company, is a beloved as well as infamous company worldwide also notoriously known for their strict copyright laws. OriginalRead MoreWhy Should You Care About Changing The Copyright System?2142 Words   |  9 Pagesmusic. I have been intensely interested in the workings of copyright for a couple years, but have only recently sought out avenues to express my thoughts, findings, and ideas for change. I must begin with an admission: I do not believe that anyone can own or monopolize upon an idea. Intellectual property is a fundamental assumption held by copyright law, one which I will hopefully make the reader question and rethink for themselves. Before beginning, I feel it is only fair to those reading that I answerRead MoreThe Between Uk And Eu Law Essay1389 Words   |  6 Pagesâ€Å"[I]n Britain since the invasion of Community design law, the protection of designs has become utterly disparate both in principle and in the morass of detail. The Government should be taking determined steps to simplify . . . and eliminate unnecessary differences in scope and operation of the rights†. Discuss. Design influences our lives in an unseen yet valuable way. However, original designs are frequently imitated, the law has developed to prevent this. Is this protection adequate? Or, in partRead MoreAnalysis Of Lawrence Lessig s Remix : Making Art And Commerce Thrive1448 Words   |  6 Pagessubstandard products. After collecting these abandoned chairs along with various objects primarily from London over two years and then reassembling them in new forms, Gamper created a â€Å"three-dimensional sketchbook† that questioned functionality and alteration. Gamper’s Sonet Butterfly perfectly embodies an authentic, functional object that has been recycled and remixed to give it new life and meaning, stating â€Å"my intention is to investigate the potential for creating useful new designs by blending togetherRead MoreEthical and Social Issues in Information Systems20165 Words   |  81 Pagesperformance. Reports of bus drivers making detours to banks or to take long lunche s are diminishing. Parents are also pleased. â€Å"I like that the system lets you watch them, because you never know what’s going on in the bus,† says Deneen Prior, whose three children ride D.C. public school buses. However, she also worries about the location tracking data being misused. â€Å"I don’t want anybody watching them that’s not supposed to be watching them,† she notes. Others feel the same way. Location trackingRead MoreCyber Crime5881 Words   |  24 PagesUniversity Of Dhaka [pic] Department Of Management Information Systems [pic] Assignment On Business Law Topic: Cyber Crime Prepared By : Subrata Halder ID NO : 05-005 Submitted To: Ashraful Alam Read MoreNuclear Power Is A Technology2205 Words   |  9 Pagesproduced via nuclear power, according to the International Atomic Energy Agency. Indeed, when viewed relative to coal-based power, nuclear power’s environmental impact is exceedingly minimal (Adamantiades). Still, critics of nuclear power often advocate other energy sources besides coal that are also capable of large scale production. Natural gas is often a top contender, as it is the cleanest fossil fuel that is widely used for electricity generation; however, it still emits an enormous amountRead MoreIncome Tax Project16162 Words   |  65 Pages[pic] [pic] Project submitted in partial fulfillment for the award of degree [pic] DECLARATION I hereby declare that this project report titled, Income Tax Planning in India with respect to Individual Assessee submitted by me to the Department of Business Management of XXXXX, is a bonafide work undertaken by me and it is not submitted to any other University or Institute for the Award of any degree diploma/certificate or published any time before. Date: (XXXX) ACKNOWLEDGEMENT ARead MoreDescribe How to Establish Respectful Professional Relationships with Adults52870 Words   |  212 PagesCONSTRUCTING THE TEAM by Sir Michael Latham Joint Review of Procurement and Contractual Arrangements in the United Kingdom Construction Industry Final Report July 1994  © Crown copyright 1994 Applications for reproduction should be made to HMSO First published 1994 ISBN 0 11 752994 X Designed by Design, Drawing and Print Services DEPARTMENT OF THE ENVIRONMENT Foreword Constructing the Team ................................................. v Executive Summary ........Read MoreAnnotated Bibliography: Plagiarism39529 Words   |  158 Pagesdefrauded by paying for something that is not original: it may be that the publisher is unknowingly put into the position of assisting you to infringe another persons copyright. Some people defend self-plagiarism on the grounds that the work is their own and that they are entitled to use it as they wish. However, if the copyright has been assigned to a publisher (of a journal or conference proceedings) then the author has accepted some restrictions which will usually exclude the right to re-use

No Matter If You re Reading - 884 Words

No matter if you’re reading a series of novels or a one paragraph story, a story isn’t able to be story without the elements of style, tone, and point of view. These elements are crucial for a story to be legitimate. Sometimes the elements can be effortlessly found and other times the story requires its audience to analyze the story in a much deeper sense. The short stories; Boys by Rick Moody, Girl by Jamaica Kinkaid, and Lust by Susan Minot all compose these elements, some of the elements from the story are shown in a corresponding way and some in a uniquely exclusive way. The first line reads â€Å"Boys enter the house† the last reads â€Å"Boys No longer Boys, exit†. â€Å"Boys† by Rick Moody follows the process of two infant boys maturing into men. By reading this story the audience is able to visually see every experience, every action, and every emotion the boys go through. The Narrator of â€Å"Boys† is someone who has been with the b oys throughout their entire lives; the story is being told from the mother’s point of view. The style Moody uses to write the story is a continuous train of thoughts; the story is narrated thoughts step by step, one after another, all packed into one large paragraph. The word â€Å"Boys† is repetitive throughout the story; it’s used at the beginning of almost every line. 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Best Digital Tv Standard Free Essays

string(29) " from the rest of the world\." The quality of broadcasting is changing by the appearance of the services which fuses broadcasting communication technologies. Different standard has been developed for this purpose to improve the quality of service. The aim of my investigation is to find out the development path of the digital broadcasting standard in Europe, USA and Japan. We will write a custom essay sample on Best Digital Tv Standard or any similar topic only for you Order Now In this paper I also outline the operation of each standard and present their comparison based on their services and technical parameter. * Table of Contents 1Abstract:I 2LIST OF TABLE amp; FIGUREII 3Introduction:2 4Standard3 . 1DVB-T (Digital Video Broadcasting-Terrestrial)3 4. 2ATSC (Advanced Television Systems Committee)5 4. 3ISDB-T (integrated service digital broadcasting-terrestrial)7 5Comparison:10 5. 1Comparison from the service aspect10 5. 2Technical comparison11 5. 3The summary comparison of the three standard11 6Conclusion12 7References13 LIST OF TABLE amp; FIGURE Table 1: Broadcasting service of 3 DTTB systems. 11 Table 2: Technical Services of 3 DTTB systems. 12 Table 3: Summary of 3 DTTB systems comparison13 Figure 1: worldwide deployment4 Figure 2: DVB -T SFN Network Architecture5Figure 3: ATSC Tuners7 Figure 4: ATSC System7 Figure 5: ISDB-T System in Japan8 Figure 6: ISDB-T Segmentation9 Figure 7: ISDB-T Operation9 Introduction: Digital broadcasting set to transform the communication landscape now a day. The digital switchover will leapfrog existing technologies to connect the uncorrected in underserved remote communities and close the digital divide. The goal of this achievement is to bring structural development of digital terrestrial broadcasting and sufficient flexibilities for adoption to the changing telecommunication environment.The switchover will create new distribution network and expand the potential and multimedia data making application and services. The digital dividend accruing from efficient in spectrum usage will allow more channels to be carried across fewer airwaves and lead to greater convergence of services. The d igital broadcasting will support mobile video internet and multimedia data making application, services and information accessible and usable anywhere and at any time. Its inherent flexibility opens the door for new technology such as high-definition television and handheld TV broadcasting. StandardThe digital television standard describes a system designed to transmit signal by means of digital modulation technique. Moreover it permit’s a level of quality and flexibility and enable a significant step up performance, services. The level of standardization of the DVB is quite advanced, and relevant recent international standards and related documents are introduced and referred to for easy access to the agenda seeking technical details. Each standard proposed and established by the regional consortium, research centre and Telecommunication Company according the local broadcasting consumer needs, demand and different parameter.There are several digital TV standards developed and deployed in different countries: * ATSC standard for US * ISDB-T in JAPAN * DVB-T in Europe. Fig 1 shows the globally deployment of the above standard [1] Figure [ 1 ]: worldwide deployment Source: http://dev. emcelettronica. com/digital-tv-standards-dvb-t-atsc-isdb-t DVB-T (Digital Video Broadcasting-Terrestrial) In early 1990 European broadcaster, equipment manufacturer and regulatory agencies have managed to develop a standard for digital TV for this region. A memorandum of understand has been launched by the stake holder and was signed September 1993.The mission of this group is to protect inter operable standards for the global delivery of digital media service [1]. The DVB-T standard has been designed for stationary and portable terrestrial reception with multi path fading. It uses OFDM with guard interval because it uses large number of carrier per channel modulated in parallel via an FFT process. There are two transmission modes; the first one is 8k mode which requires smaller symbol length and 8192-point FFT. It is suitable and design for single frequency network (SFN). An SFN is a network where a number of transmitters operate on the same RF frequency [Fig2].An SFN can cover a country and offer better utilization of the available spectrum. Figure [ 2 ]: DVB -T SFN Network Architecture The second mode is called 2K mode which use 2048-point FFT. It can be use for single transmitter operation and small SFN with limited distance between two transmitters. The guard interval is 25% of the total symbol length but shorter guard interval is also possible [1] [2]. source 1,2 The total bandwidth for the terrestrial 8MHz TV channels is 7. 6MHz but the system parameters can be scaled for 6/7 MHz TV channels. The bit rate for the 8MHz is 4. 98Mbits/s to 31. 7 Mbits/s but this range is depends on channel choosing, coding parameters, modulation techniques and guard interval duration. DVB-T use coherent modulation. Different signal constellations need to be considered between QPSK and 64-QAM. In the receive side estimated channel amplitude and phase are required and use 10% of the total bandwidth [2] [3] . Source 2,3. It also has the capacity of using hierarchical modulation technique where two completely separate data stream are modulated onto a single DVB-T signal. A high priority stream is embedded within a low priority stream.As a result the broadcaster can target two different types of receiver with two different services. â€Å"For example, DVB-H mobile TV services optimized for more difficult reception conditions could be placed in the HP stream, with HDTV services targeted to fixed antennas delivered in the LP stream [7]. † Terrestrial DVB-T implement coded orthogonal frequency division multiplexing (OFDM) because of its tolerance to multipath. It provide data payload up to 19Mbps which allow transmitting one HDTV program and up to 4SD program. The channel coding is based on convolution code and the range of code rates are ? , 2/3, 5/6, 7/8. In DVB-T system the data and transmission level separated in order to ignore unequal error protection (UEP). For video coding where low bit error rates are required use outer Reed-Solomon (RS) code where a block of 188 byte data is coded into block of 204 byte data. The error which is produced by the decoder has eliminated by inserting short byte interleaver between the outer RS code and inner convolutional code [2]. Source 2 DVB-T2 is a new transmission standard which is the upgraded version of DVB-T. It offers 30% increase in multiplexing capacity then the DVB-T standard. ATSC (Advanced Television Systems Committee)In the USA the broadcasting environment is considerably different from the rest of the world. You read "Best Digital Tv Standard" in category "Papers" The technical parameter of the station resulting in different coverage area and quality of audio or video service appear to be important economic factor that are the vital to the broadcaster in which many of them think it has to be preserved in the transition to the digital system. After a decade of intense research and development by the Advanced Television System Committee and a consortium of electronics and telecommunications companies has develop a standard for this region which is ATSE standard.In early 1990 ATSE standard was developed and offer high quality of video and audio transmission and ancillary data over single 6MHz terrestrial television broadcast channel [2]. Source book This standard use single carrier modulation scheme and adopted eight level vestigial sideband amplitude modulation technique. In this technique the data are encoded by varying the amplitude of a single carrier frequency. Portions of one of the redundant sidebands are removed to form a vestigial sideband signal. A significant advantage of 8VSB for broadcasters is that it requires much less power to cover an area. VSB is also more resistant to impulse noise. Some stations can cover the same area while transmitting at an effective radiated power of approximately 25% of analog broadcast power [9]. Source http://en. wikipedia. org/wiki/8VSB . In ATSE system Multiple MPEG programs are combined then sent to a transmitting antenna. In the US broadcast digital TV system, an ATSC receiver then decodes the TS and displays it on a TV [Fig 3] [11]. Figure 3: ATSC Tuners Source: http://www. answers. com/topic/atsc-tuner This standard can reliably deliver 19. 4 Mbits/s of data throughput in a single channel and 38. Mbits/s in 6MHz cable television channel. This means encoding HD video essence at 1. 106 Gb/s (highest rate progressive input) or 1. 244 Gb/s (highest rate interlaced input) requires bit rate reduction by a factor of 60. ATSC use compression technology to achieve the bit rate reduction. It uses minimum bits of video, audio and data for the compression to optimize the scarce resource of the transmission channel. During the compression scheme it also preserves the level of quality of the application [5]. Figure [ 4 ]: ATSC System ATSC have two modes of operation.One is 8-VSB simulcast terrestrial mode and the other is 16-VSB high data rate mode. It use huge data ‘pipeline’ to support a wide Varity of application. In a 6Hz channel a broadcaster can transmit HD program or an HDTV program with one or more simultaneous standard definition program or multiple simultaneous SDTV program or a virtually limitless array of data service or various combination of all three[5]. ISDB-T (integrated service digital broadcasting-terrestrial) Figure [ 5 ]: ISDB-T System in Japan NHK Science and Technical Research Lab in Japan have proposed the concept of ISDB standard.From this approach a system was created and configured for the terrestrial broadcasting. The most important aims were to establish this terrestrial system to achieve frequency efficient coverage and flexibility by using Single Frequency Network (SFN), portable and mobile receiver with rugged reception. To establish this concept a variant of OFDM was developed in order to build Band Segment Transmission (BST) OFDM. In BST-OFDM each signal consists of frequency block with bandwidth of 571500 or 428 KHz corresponding to 1/14 of the terrestrial television channel spacing [2].It could be 6, 7 or 8 depending on region. It uses different carrier modulation scheme and coding rates of the inner code on the different BST-Segment for its hierarchical transmission [3]. Figure [ 6 ]: ISDB-T Segmentation Source : http://en. wikipedia. org/wiki/ISDB ISDB-T use UHE 470MHz to 77MHz and has 6MHz width fifty two channel. Each channel are the combination of 13 segment. The TV station uses the combination of the segment for broadcasting the TV program. For example they combine one 12segment for HDTV program, one 8segment for MDTV and three 4segment use for SDTV program[fig6][10]. seg use single segment for mobile terrestrial digital audio/video broadcasting services. The transport stream used for 1seg is MPEG-4AVC [Fig 7]. Figure [ 7 ]: ISDB-T Operation Source http://dev. emcelettronica. com/digital-tv-standards-dvb-t-atsc-isdb-t Each case the basic modulation and coding modes of segment are QPSK, DQPSK, 16QAM and 64QAM and codes rates between 1/2 and 7/8 are available. Time interleaving technique has been implementing for enhancing reception performance in the noisy, mobile indoor environment. It also use Emergency Warning System (EWS) feature to warn the population in emergencies.ISDB-T can transmit one HDTV and up to 4 SDTV by using MPEG-2 transporting stream while the transport stream used for 1seg is MPEG-4 AVC. Comparison: Each standard have their unique features, techniques and performance depending upon the geographical infrastructure, consumer demand. Therefore, countries and its administrations does the intense research before deploy them. The selection mainly based on modulation technique, the use of spectrum resources, coverage requirement, transmission network structure, reception condition, type of service required, cost to the consumers and broadcasters[3].After my investigation I tried to establish a comparable analysis by considering different impairments and operational conditions. Comparison from the service aspect The following table 1 shows the summary of the performances of 3 DTTB system standards from their service aspect: The SFN operation uses a cluster of transmitter in DVB-T and ISBD-T to cover a designated service area and provide strong field strength throughout the core coverage area. ATSC system does not design to support SFN operation, because ATSC Standard has ad opted single carrier system [1]. Item | DVB-T| ATSC| ISBD-T|HDTV/SDTV fixed reception | Yes| Yes | Yes | Data Broadcasting| Possible1| possible1| In service| SFN(Single Frequency Network)| Yes | No | Yes | HDTV mobile reception| Not possible2| Impossible | Good | Portable reception by cellular phone| possible3| Impossible | Good | Internet access| possible| Not good| Good | Table 1: Broadcasting service of 3 DTTB systems. Note: 1. For ATSC and DTV-T, actual commercial service is not popular. 2. For DVB-T, SDTV mobile reception is possible. 3. In the case of DVB-T, another frequency required for portable reception service.Technical comparison This table shows the comparisons based on their technical parameters [1]: Systems | ATSC| DVB-T| ISDB-T| Transmission | Single carrier | Multiple carrier(OFDM)| Multiple carrier(OFDM)| Bandwidth | 6/7/8 MHz| 6/7/8 MHz| 6/7/8 MHz| Modulation | 8-VSB| QPSK/16QAM/64 QAM| DQPSK/QPSK/16QAM/64 QAM| Error Correction| Trellis code + RS| Convolutional code + RS| Convolutional code + RS| characteristic| Distributed transmission capability | SFN capability | SFN capability Segmented OFDM Time interleaving| Table 2: Technical Services of 3 DTTB systems. The summary comparison of the three standard After all discussion I can summarize the comparison of the three standard the following way [8]. Requirements | System conform to requirements| Maximum bit rate under Gaussian noise environment| ATSC| Robustness against multi-path interference | DVB-T and ISDB-T| Robustness against impulse noise | ISDB-T| Wide area Single Frequency Network operation| DVB-T and ISDB-T| Mobility and portability | ISDB-Tgt;gt;DVB-T |Hierarchical transmission(Multiple modulation systems simultaneously in same channel is possible)| ISDB-Tgt;gt;DVB-T | System commonality with digital terrestrial sound Broadcasting | ISDB-T| Table [ 3 ]: Summary of 3 DTTB systems comparison 1. Under the static multipath condition, DVB-T and ISDB-T are almost same, but under the dynamic multipath condition ISDB-T is superior than DVB-T because ISDB-T support the time interleave 2. DVB-T has a offered hierarchical transmission function (non-uniform transmission), but it has no prac tical service in the world because of it degrade performance of the receiving side.Source : Published in June, 2007 http://www. dibeg. org/techp/techp. htm Conclusion The merits of the digital TV standard has been recognized in worldwide because of its offer like more TV channels, better images and improved sound quality. These broadcasting standards also allow new possibilities like pay TV, video-on-demand and interactive contents. But neither of these technologies will appear as conquering over the other, and neither will be forced to accept a role as the failure in the records of broadcasting history.In fact, all these standards can and likely playing equally important roles in the terrestrial TV broadcasting industry. Therefore, the choice will be based on how those digital TV standards meet the particular requirements or priorities of each country as well as the nontechnical factors such as geographical, economical and political condition of the country need to be considered. The broadcasting industry is going through a massive technical up gradation phase. This phase brings many open door opportunities for various players acr oss the value chain of digital broadcasting. Proper government policies and regulation are essential to protect unlawful abuser. Decisions by the government, companies, competitors and consumer are playing critical roles in the development and promoting of digital terrestrial television technology.References 1. Diego Villa, â€Å"Digital TV Standard: DVB-T, ATSC, ISDB-T,† Your Electronic Open Source, Nov 26th, 2008[online]. Available: http://dev. emcelettronica. com/digital-tv-standards-dvb-t-atsc-isdb-t. [Accessed: Dec 2nd, 2009] 2. W. Hoeg and T. Lauterbach, Digital Audio Broadcasting principles and applications of Digital Radio, second Edition. England: John Wiley, 2003 3. Y. Wu, E. Pliszka, B. Caron, P. Bouchard, and G. Chouinard, â€Å"Comparison of Terrestrial DTV Transmission System: The ATSC 8-VSB, the DVB-T COFDM, and the ISDB-T BST-OFDM,† IEEE TRANSACTION ON BROADCASTING, VOL. 46, NO. 2, JUNE 2000. 4. http://en. wikipedia. org/wiki/ATSC_(standards) How to cite Best Digital Tv Standard, Papers

Marketing Planning Orientation and Performance MyAssignmenthelp

Question: Discuss about the Marketing Planning Orientation and Performance. Answer: Introduction Market orientation is defined as the philosophy that any Management business organization follows, analysing the market trends and designing the products according to the contemporary trends. Market orientation is also referred to as the business model that is focused on delivering the right product, to the right market, with the right price. This concept is an essential and inevitable concept in marketing; hence this topic has been chosen to be reviewed. It is essential that a business organization analysis the market, before venturing into the market. Thus, the importance of this concept makes it being reviewed. The scope of the review is very wide. However, the two main concepts of market orientation includes the market orientation as the process of implementation of the marketing concept and the organizational culture, has been discussed in details along with the intricate details of marketing mix (Acquaah et al. 2016). The peer-reviewed journals have been chosen for review that has wide details of the marketing orientation concept. Only recent journals have been selected for review such that the present scenario of the market could be captured. The concept of marketing orientation is a recent one, developed mainly by two people, Kohli and Narver (Jaworski and Kohli 2017). The main concepts of marketing orientation revolve around the implementation of the marketing concept as well as the culture of the organization. The era of market orientation evolved in order to cope up with the demands of the customers as well as the rapid growth in competition (Jaworski and Kohli 2017). The beginning of 1970s first witnessed the concept of market orientation with the Harvard professor Thoedore Levitt. The sales orientation model previously used was ill-equipped and does not encompass the product based and marketing based concepts. Hence, the requirement of a model that would encompass the complete production and delivery process gave rise to the market orientation process (Jaworski and Kohli 2017). Once the significance of the concept was identified, it started being used widely by various business organizations. The utility of this con cept made it popular and is widely used in the real world business. The market oriented companies revolve around the concepts of the process and requirements gathering, production, marketing and delivery (Boso et al. 2013). Competitor analysis and marketing mix are important concepts that play a vital role in the marketing concept. The marketing orientation components are the customer orientation, competition orientation and the inter-functional coordination (Urde et al. 2013). In core concept of market orientation revolves around the customers and their demands. Hence using the methodologies of market orientation, the companies try to work efficiently to fulfil the customer requirements (Jaworski and Kohli 2017). Previous studies on the market analysis highlights the concept that the Management market has a key role to play in the concept of market orientation. The analysis of the market is essential in order to develop a deep understanding of the modern market trends (Becker and Brettel 2017). The products that are being popularized are identified. The products rising in demand are highlighted by market analysis. The demands of the customers are also identified. Hence market analysis is a popular concept in market orientation. The business organizations need to incorporate the principles of market analysis and enhance the productivity of the business organizations. The customer orientation highlights the concept of approaches to sales that any business organization has to adopt, in order to fulfil the customer demands (Huang and Sarigll 2014). The employees need to focus on the customer relationships and ensure a long term relation with them. This is essential in achieving customer loyalty and ensures customer retention (Jaworski and Kohli 2017). This focuses on the analysis of the market of the other contemporary companies and the ways they are performing. The competition analysis and orientation is essential, in order to identify the strengths and weaknesses of a business, in comparison to its competitors (Baker and Sinkula 2015). This analysis needs to be done diligently, such that the weaknesses of the competitors could be exploited and developed as strength. This is an essential marketing orientation concept, and needs to be given much importance (Jaworski and Kohli 2017). Inter-functional coordination This refers to the coordination among the various units of the organization that works in a collaborative manner such that the goals of the organizations are fulfilled. This is an essential concept in the market orientation since without inter-functional coordination; the organizational goals cannot be achieved. Marketing mix is a strategy to target suitable product in right place at appropriate time. The marketing mix is associated with 4Ps of product along with 7Ps of service marketing. Marketing expert E.Jerome McCarthy developed 4P classification which is the foundation of marketing mix idea. This was later modified to 7P model considering additional dimensions attributed to service industry. Product may be in form of services or goods. Marketers must do an extensive analysis on life cycle of proposed product to make sure it serves the need of target community. To develop correct product market must account several factors such as point of purchase, point of sales, usability, branding (Pulendran et al. 2015). Price is an important factor of marketing plan. Adjusting price has bigger impact on entire strategy and profitability and survival of organization. Marketer must conduct a thorough analysis on its competitor before coming up with pricing strategy (Paladino et al. 2015). At times low priced items are considered as inferior goods quality when consumer compares product with competitor. Also, Management customer tends to value their money when evaluating an overpriced item (Jaworski and Kohli 2017). Its important for a marketer to have deep understanding of target market. Placement of product is a key area of product mix. Distribution point of product should be accessible by potential buyer community (Bao et al. 2015). While developing distribution strategy product owner should account few aspects like sales force capability, distribution channel, online footprint. Promotion is one important aspect of marketing for enhancing brand recognition and sales. This comprises of multiple attributes such as public relations, advertising, sales promotion. Advertising covers communication methodology like print media, television, and online promotion (Jaworski and Kohli 2017). Public relations are communications that are not paid. Seminars, conferences are typical examples. To create effective promotion strategy marketer should assess how optimally social media can be leveraged. Employees are key asset of marketing organization as they are the one who delivers the service. Its important for organization to hire skilled people and having a skill development framework in place to train employees. Motivated employee can rightly assess the business model and helps in scaling up business of organization (Mintz and Currim 2013). Its a pre requisite of successful execution of a marketing strategy is having a well defined process in place. This helps in minimizing cost and maximizes profit (Caruana et al. 2015). In service industry its important to have physical evidence to support delivery of service. Customers need to rely on physical cues to make decision on service evaluation. When service is non-tangible in nature so its role of marketer to design and implement tangible evidence. Example can be Nike where a sports shoe is the product and store is the physical evidence (Helm and Gritsch 2014). The mainstream viewpoint of the concept of market orientation highlights the fact that customers need to be given the most importance in the market orientation. Out of the various marketing concepts, the mainstream view point highlights the fact that market orientation has customers at its core (Bahadir et al. 2015). However, the alternative view point highlights the fact that along with customers, the promotional mix has to be given importance as well. Since the number of customers being drawn towards a particular brand depends on the way the products are promoted, hence adequate importance needs to be given to the promotional mix as well (Jaworski and Kohli 2017). This is the alternative view that is being developed gradually and hence a shift in the focus from the customers to the marketing and promotions have been observed (Jaworski and Kohli 2017). The principle question being asked in the reviewed literature is whether adequate importance is being given to the concept of marketing orientation in the companies or not. This is an essential question since the market orientation concept has an immense role to play in enhancing a business (Morgan and Strong 2015). The business organizations need to consider the demands of the customers along with the analysis of the competitors, in order to establish themselves as leaders. It has been highlighted that the market orientation is dependent on the marketing plans (Jaworski and Kohli 2017). Hence, the marketing plan has to be developed in such a way that the market orientation could be aligned easily. The general conclusion that is drawn highlights the facts that market orientation has a key role to play, in assisting then business organizations gain leadership in the market. The market orientation is mainly focused on the customers and the fulfilment of the demands of the customers (Jaworski and Kohli 2017). With the growing competition among the business houses, it is essential to incorporate the market orientation concept in the business to maintain a leadership position among the contemporary organizations. The conclusion that has been drawn highlights the fact that market orientation is essential to understand the demand of the market as well as the customers. Once the demands are identified the business organizations are able to work towards the achievement of the goals. Market orientation is also essential for ensuring customer retention. The literature reviewed agrees to the fact that market ordination is an essential concept and needs to be incorporated by the business organizations. The core attention is given to the customers in the market orientation concept. Most of the literature highlights the facts that with adequate importance attached to the concept of market orientation, the productivity of the business organizations are enhanced and the process of customer retention is also ensured. Thus, the importance and significance of the market orientation concept is realized by all. However, the concept of marketing and market orientation is quite different and that has been highlighted by all the literatures (Chen et al. 2015). While reviewing the literature on the concept of market orientation, some gaps in the literature have been found. Not all the literature was recent. Moreover, most of the literatures included the overall concept of marketing, thus not giving adequate importance to the concepts of market orientation. The issues and disadvantages that are focused might not be relevant in the present day scenario. Finally, it might be concluded that the concept of market orientation is an essential marketing concept that focuses of fulfilling the customer demands. This is one of the concepts of marketing and needs to be diligently practiced by the business organizations. This assignment highlights the various concepts that are closely related to market orientation. These concepts include the customer orientation, inter-functional coordination, market orientation and marketing mix. Thus, incorporation of these concepts along with market orientation helps the business organizations to enhance their productivity. Various peer reviewed literature has been analysed and reviewed and the agreements among the literature has been mentioned in details. Finally, the gaps in the literature have been highlighted and the scope for further improvement has also been highlighted in this assignment. The identification of the gaps, call for further improvements in the review. 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