Formatting Toolbar

This toolbar is a collection of diverse formatting menu icons frequently used for font and paragraph modification.

Icon Name Description

Styles and
Opens the [Styles and Formatting] window.
Formatting

Style Changes the style of the selected paragraph.

Font Changes the font of the selected characters.

Font Size Changes the font size of the selected characters.

Increases the size of the selected font by the

Grow Font
increasing unit shown on the font size list.
Decreases the size of the selected font by the
Shrink Font
decreasing unit shown on the font size list.

Bold Darkens the selected characters.

Italic Tilts the selected characters.

Underline Underlines the selected characters.

Superscript Changes the selected characters as superscripts.

Subscript Changes the selected characters as subscripts.

Justify Aligns the paragraph to both ends.

Align Left Aligns the paragraph to the left.

Align center Aligns the paragraph to the center.

Align Right Aligns the paragraph to the right.

Aligns the paragraph to both ends by equally

Distributed
distributing them.

Numbered List Inserts/takes out numbers to the paragraphs.

Bulleted List Inserts/takes out bullets from the paragraphs.

Decrease Indent Indents the paragraph to the left.

Increase Indent Indents the paragraph to the right.

Single Sets single spacing between lines.

 1.5 LInes Sets 1.5 line spacing.

Double Sets double spacing between lines.

Font Color Changes the color of the selected characters.

Drawing Toolbar
This toolbar is a collection of diverse function icons used for drawing and editing the drawn images.

Icon Name Description

Draw Menu Provides many functions for drawing.

Select Objects Changes the state to select an object in the document.

Auto Shapes Inserts various shapes into the document.

Line Draws a line.

Arrow Draws an arrow.

Rectangle Draws a rectangle or square.

Oval Draws a circle or ellipse.

Text Box Inserts a text box.

Insert Clip Art Opens the clip art window.

Insert Picture Inserts a picture file.

Fill Color Sets the surface color of the drawn object.

Line Color Sets the line color of the drawn object.

Font Color Sets the color of the selected font.

Line Style Sets the border line thickness of drawings and images.

Dash Style Sets the line shape as solid, dotted, dashed, or double lines.

Arrow Style Sets the arrow shape at the tip and the end.

Shadow Style Sets a shadow on the object.

Standard Toolbar
This toolbar is a collection of important menu icons frequently used for making a document, such as ‘new’, ‘open’,
and ‘save’.

Icon Name Description

New Creates a new document on a new window.

Open Opens the saved document on the editing screen.

Save Saves the document in process.

Save as PDF Saves the document in process as a PDF file.

Print Prints the document in process.

Print Preview Shows the document to be printed on the screen.

Cuts the selected contents and copies to the clip

Cut
board.
Cuts the selected contents and copies to the clip
Copy
board.
Adds the contents, which are on the clip board, to the
Paste
document.
Copies the format of the selected text or range to the
Format Painter
assigned location.

Undo Cancels the operation just executed.

Redo Re-operates the the command canceled by 'Undo'.

Find Finds the document contents with words.

Replaces the word with another after finding on the

Replace
document.

Draw Table Inserts a table on the document.

Insert Picture Inserts a picture on the document.

Insert Hyperlink Creates hyperlink to the words.

Places a bookmark on the location of the mouse

Bookmark
pointer.

Show/Hide All editing marks Shows or hides the format and paragraph marks.
 Field Shading Shows/hides shading on the field.

Zoom Zooms in and out of the screen.

ThinkFree Write Help Opens ThinkFree Write Help.

Question: What is Marketing?

Answer: Marketing is an activity. Marketing activities and strategies result in making products available that
satisfy customers while making profits for the companies that offer those products.

What is the difference between wants and need?

Wants and Needs

This will start out sounding abstract, but it really isn’t. We all have wants and needs. I would guess that
most of us concentrate on the wants. For myself, I’ve often had little comprehension of what my needs
truly are.

In life we will constantly run into situations where our wants are not met. Despite this, it is quite
remarkable how often our needs are met. Think about it. What do you really need in life? Food, shelter,
health, money, family, and friends — these rank pretty high on most people’s lists. What is underlying
these “needs”? Is it not happiness? And what is the root of happiness? Is it not love and acceptance?

The spiritual path reveals a different understanding of wants and needs. What the world tells us we
should want the spiritual life shows us is mostly a sham. We don’t really need a new car or the latest big
 screen television. We typically eat more than we need. Oh, yes, of course there are people who are truly
in need of a meal, a home, a job and many of the things taken for granted by the over-commercialized
society we live in. For those of you who are not part of this Western world where commerce and
materialism rule please don’t feel indicted.

need

Hide links within definitionsShow links within definitions

Definition 1

General: Positive, motivating hunger that compels action for its satisfaction. Needs range from basic
survival needs (common to all human beings) satisfied by necessities, to cultural, intellectual, and social
needs (varying from place to place and age group to age group) satisfied by necessaries. Needs are finite
but, in contrast, wants (which spring from desires or wishes) are boundless. See also Maslow's hierarchy
of needs.

Definition 2

Marketing: Drivers of human action which marketers try to identify, emphasize, and satisfy, and around
which all promotional efforts are organized

What is advertising

NOUN:
1. The activity of attracting public attention to a product or business, as by paid announcements in the
print, broadcast, or electronic media.
2. The business of designing and writing advertisements.
3. Advertisements considered as a group: This paper takes no advertising.

4. What is advertising?
5. Advertising is used by businesses and non-profit organizations to
communicate messages about themselves, their products, services, and
causes. Advertisers create creative and dynamic promotional
communication inform to persuade, and remind their audiences.
What is product

1. Something produced by human or mechanical effort or by a natural process.

2.

3. How can pricing influence to consumers

Consumer Price Sensitivity and Price Threshold

Sangman Han, Sunil Gupta, and Donald R. Lehmann

Of all the tools available to marketers, none is more powerful than price. Price has a significant influence on
consumers' purchase behavior and consequently on firm sales and profits. It is therefore not surprising that
price promotion has become an increasingly large fraction of the marketing budget and an almost ubiquitous
aspect of consumer choice. In fact, consumers may be both conditioned to expect deals and desensitized to
small ones. As a consequence, changes from a base or reference price are likely to have an impact only when
the price change is above a threshold.

The purpose of this article is to explore the existence and magnitude of price thresholds and the factors that
influence these thresholds. We allow price thresholds to be probabilistic and be influenced by company,
competitor and consumer factors. These thresholds capture consumer insensitivity to small changes in price, or
the zone of price indifference. We also allow the thresholds to be asymmetric for price decreases (or gains)
and price increases (or losses).

The proposed model and three competing models were estimated on scanner panel data for coffee purchases.
The proposed model fits the data better than competing models. Our results show that contrary to prospect
theory the impact of price increases and decreases are approximately equal once the threshold is reached.
Therefore the findings that losses loom larger than gains may be due to differences in the size of thresholds.
We also find that own-price volatility increases the threshold for loss. In other words, with greater
uncertainty in prices due to, say, frequent price promotions, consumers tolerate larger deviations (losses) from
their reference prices. However, own-price volatility decreases consumers' threshold for gain, thereby making
them more sensitive to small deviations (gains) in prices from their reference prices. These results suggest
that frequent discounting may increase consumers' price sensitivity in the long run.

Our results also show that discounting by competing brands does not have a significant effect on the threshold
for gain, but it significantly decreases the threshold for loss. In other words, while consumers feel a
significant loss or disappointment toward a target brand if competing brands offer substantial discounts, they
do not perceive any gain toward a target brand if competing brands are not discounting.

The asymmetric results for own-price volatility and competitive brands discounting are interesting. These
results suggest that consumers are more sensitive to the loss (with respect to reference price of a brand)
when competing brands are offering larger discounts. At the same time, consumers appear to be more sensitive
to gain as the price volatility of the target brand increases. Put together, these findings suggest a dual role of
price promotions increase sensitivity to gain for own brand, and also increase sensitivity to loss for competing
brands. If all brands have a similar effect, this can lead to increasing price promotion, a phenomenon that we
observe in the market place.

In addition to providing a better understanding of consumer purchase process, our model offers useful
guidelines to managers for segmentation and assessing the power of their brands. Thresholds for gains and
losses provide a measure of the price gap (between reference price and shelf price) that is needed to impact
consumer choice. One way to segment consumers is based on their thresholds. Consumers with large thresholds
arc less price sensitive than consumers with relatively small thresholds. Similarly a comparison of threshold
sizes for different brands provides an interesting measure of relative power or effectiveness of the price
promotions of different brands. Brands with a small threshold for gain need offer only a small discount to
realize significant effects on consumer choice behavior. In other words, these brands have high leverage.
Similarly, brands with a large threshold for losses have latitude in raising prices or high resistance.

In sum, we proposed and illustrated a simple model that includes probabilistic thresholds for gains and losses
with respect to reference price of a brand. This model fits the data better than the existing models, provides
better understanding of consumer purchase behavior, and offers useful insights for brand managers.

4.