Interest groups and political parties Essay

Although they both serve as linkage institutions, interest groups and political parties have different goals in politics. The fundamental goal of interest groups is to influence legislative decisions and public policy by attempting to focus people’s attention on these topics or educate them on a certain issue or a small group of issues. They do this mostly by lobbying congressional committees at the local, state, and national levels, usually during campaign season. Grassroots lobbying and political action committees play a big role in lobbying efforts. Congress relies on funding and support from interest groups, and in return, the legislation focuses on the issues in which supporting interest groups specialize. Unlike interest groups, the main goal of political parties is getting their representatives elected as president or to other government positions. In order for political parties to be successful, they must hear out interest groups to determine which issues people are truly concerned about; parties are required to focus on a wide range of issues. Political parties also rely on media and advertising to get support and campaign funds. This is taken care of mostly by PACs within the party. Political parties tend to serve the interests of the politicians themselves rather than the constituency, but they are often successfully swayed when interest groups lobby Congress, Interest groups play a big part in the success of politicians and political parties in general. When a politician agrees to bring up a certain issue in Congress or any other position if he or she is elected, an interest group concerned with that issue will support his or her campaign with financial contributions. More money makes for stronger campaigns, so parties are able to have a big enough influence so that they are able to get their politicians elected. Interest groups will also publically endorse candidates who they feel would meet the needs of the group and raise awareness for issues that certain candidates want to focus on, if elected. While endorsing the viewpoints of politicians during their campaigns helps political parties to get their representative into office, it also benefits the interest groups themselves. When an interest group raises awareness on a certain issue to support a candidate, it is also further informing the constituency. Although interest groups do notparticipate in elections, getting their point across while advocating for a candidate usually results in more supporters. The public’s reaction to certain issues communicated by interest groups also helps to determine which topics of concern are on the public agenda. This allows interest groups to alter their lobbying techniques and focus on different congressional committees. Thus, there is a distinct relationship between interest groups and political parties that allows for mutual benefit within the government.

Dear Phyllis Essay

I’m writing to you to say goodbye. I’m in the prison now. I am sad to say I’ll be executed tomorrow because I escaped from the camp. I know you will feel so sad and miserable. But I hope you do not to feel too unhappy. Being shot is the same as letting me successfully escape that hateful camp, hateful country. However, it’s to be regretted that I will let my mother be alone again. I’m so sorry about that I couldn’t go back to Germany; that I can’t look after her in the future. My death will regret by her. And much to my regret let Christoph die accompany me. Phyllis, my beloved, I despaired when you decided not to go with me and had changed your mind when I met you on the highway at that night. I’m not sure why my beloved so easily changed her mind. I think you have your reasons. Anyway, I think you must be anxious to know why we have been captured. We according to our plan and with two other comrades had sailed in safety across the channel. But mistaking our bearings we steered into Jersey, think that the island was the French coast. Unfortunately, we were perceived in that island, and they delivered up to the authorities. The death punishment is being reserved for Christoph and me; the sentence for two was accordingly commuted to flogging because we interceded for them when we were captured. I know I will be dead tomorrow, but I will remember you and love you forever. You are always my beloved, you all be always in my mind. At least I hope you wouldn’t feel too broken – heart when I die. Don’t blame yourself. Forget me, live happily and well in the future. Goodbye! My beloved. Love from Matthaus Tina

In this assignment, we would present our findings on whether Singaporeans are receptive to Telecommuting

In this assignment, we would present our findings on whether Singaporeans are receptive to Telecommuting. Telecommuting is the substitution of telecommunication for transportation, permitting work to be performed at a remote site anywhere except from the office. We conclude that Singaporeans are not very receptive to Telecommuting although Singapore is quite a technologically advanced country in Information Technology. A total of 20 respondents ( males and females) were asked to complete a survey form. Their age group was around 21-30 years of age. They were mainly made up of NUS students and system analysts. Among the 20 interviewees, 55% indicated that their current jobs do not require them to telecommute. Half of the 20 respondents spend on the average, 0-10 work-related hours in front of the computer every week. In addition, 90% of them feel that Telecommuting could not replace most of the jobs in Singapore. Below are the four highly topped responses that the interviewees made regarding their feelings towards Telecommuting in general. In the survey, 90% of those participating recognize that there is a loss in human touch while 85% of the interviewees feel that there is a loss in team cohesion. Telecommuting may cause a relative loss of synergy, because of reduced face-to-face contact, although electronic mail and on-line documentation can counterbalance this. Thus, Telecommuting results in less social interaction and reduced contact with the physical part of the organization (the office). This leads to isolation, loneliness and a reduced sense of identification with the organization and its members. The survey reported that 80% of the interviewees recognize that there is no need to commute with telecommuting. Telecommunication technology lets telecommuters transform almost any space into a workplace. Instead of going to work, telecommuters let work come to them. Time is saved too when the telecommuter does not have to travel to work. He beats the hassle of traveling to work and getting stuck in traffic jams. The time saved can be used to generating more output for his work. Moreover, 70% of those participating in the survey feel that they are able to spend more time with family and friends with Telecommuting. Telecommuting can help balance work and family demands. In this sense, Telecommuting can play a part in helping to bond the family together. When the parent does not have to leave home to go to work, he/she is able to spend more time at home with his family. The parent is able to show more concern for his children and spouse, as he/she knows what is going on in their lives. This will greatly improve the family cohesiveness. We found out that 65% of the interviewees think they are not able to work from home. This could be because Telecommuting requires unwavering self-discipline as telecommuters can make a choice between eight hours of work time or eight hours of web-surfing. The latter is of course more tempting. The reasons why Singaporeans are not receptive to Telecommuting might be due to three reasons. Singaporeans have a collectivistic culture and value team cohesion as well as membership. They are socialized to be emotionally dependent on organizations and institutions. As a result, Singaporeans are not used to the idea of Telecommuting. Firstly, the close proximity between family members due to Singapore's small physical size makes Telecommuting unfeasible. Secondly, the accessibility of Singapore due to its efficient transport network ensures that employees can commute between home and office quickly.

Marketing of Sushi Research Paper Example | Topics and Well Written Essays - 3000 words

Marketing of Sushi - Research Paper Example 3. The current marketing strategy of your company enables the company to understand and reach out to the needs of its customers. 5 4 3 2 1 4. The current marketing strategy contributes to the company in terms of customer satisfaction and sales increase. 5 4 3 2 1 5. In general, the marketing style of my company is excellent. 5 4 3 2 1 Part 5 Presentation of Data Perceptions Regarding the campaign Quality improves: No. of Respondents who agree Service design customer Satisfaction Increased Competitive Advantage Increased market share Reduced customer complaints Customer loyalty Cost 30 15 30 30 2230 10 Rated most important factors for a company (among other factors given) Cost Scope Time (schedule) Quality of sushi Safety 5 2 320 2 Company's perception of quality Elimination of defects A tool to increase profits A competitive advantage 4 12 14 2. This study will use quantitative research, which uses explanatory methods in describing the variables wherein the data, situations, or other facts collected will be explained... 2. This study will use quantitative research, which uses explanatory methods in describing the variables wherein the data, situations, or other facts collected will be explained or correlated with other data. It is especially useful when conducting a study wherein the data are immeasurable, such as feelings, beliefs, thoughts, and others (Mays & Pope, 2000). Furthermore, the study will be descriptive as it will focus on the conditions set and the nature that surrounds the data and does not focus on the correlation with other collected facts. In order to come up with the most suitable research approaches and strategies for this study, the research process "onion" is used. This is because conducting a research is like peeling the back layers of an onion-in order to come to the central issue of how to collect the necessary data needed to answer the research questions and objectives, important layers should be first peeled away. With the said process, the researcher was able to create an outline on what measures are most appropriate to be applied in the study. It is not unusual for a researcher to first think of his res

WalMart - SHRM Essay Example | Topics and Well Written Essays - 250 words

WalMart - SHRM - Essay Example WalMart – HR Department: The company’s main values and beliefs are – respecting individuals, service to the customers and striving for excellence. In terms of the employees it is seen that although the company promises and portrays being very employee friendly in reality there is little care for the employees. The human resources team is very effective in choosing the right people for the job, however in terms of the management of the employees there is a clear lack on the part of the team. The HR teams are meant to focus on the needs of the employees and to provide the employees with the necessities to keep them motivated. Here however the company focuses on the amount of work that can be extracted from the employees, with not much in return both in terms of pay as well as other benefits. The HR team lacks a clear perspective on the priority and there is no attention given to the needs of the employees. SHRM and WalMart: The HRM team of the company does not cont ribute to the overall strategic growth of the company. It is important to note that although there is a strong strategy that the company adopts in terms of the recruitment process, there is little or no proper management post the recruitment (Dowling, Festing and Engle). The company clearly uses SHRM; however the main elements of SHRM are not taken into account here.

Constructing a Sales Plan Essay Example | Topics and Well Written Essays - 2000 words

Constructing a Sales Plan - Essay Example Known to bridge the gap between a mobile phone and a PC, the technology is aimed at being pre-programmed into smart phones in collaboration with the manufacturers (A, 2013). Thus, the first step of the sales plan would be to pitch these cellphone manufacturers the utility of picdeck and how it can help them boost sales. After the segment and target market has been identified, a Sales Plan has to be derived to give direction to the overall marketing plan. A sales plan identifies the mediums, through which sales can be generated, the volume of sales that has to be achieved in specified period of time and other sales related details that enable the organization, Ontella in our case, to communicate these to the sales staff. Effective communications of these sales objectives provide clarity to the people regarding the aims of their efforts, in turn increasing the chances of success. In the smart age of today, speed and efficiency has become the core need of every human being. With the advent of camera phones, the transfer of pictures and videos has become a routine rather than a trend. Whether it is a teenage girl showing off her freshly brought dress to her best friend or a real estate agent showing the client an interior of the house, pictures have become the new and clearer form of communication. Currently requiring the use of a data cable or an internet facility to transfer pictures, PicDeck offers superior customer value through making this transfer wireless, easy and instantaneous. This market gap between customer expectation and satisfaction was identified by Ontella in order to come up with PicDeck. For example, there is a middle aged mother of teenage children who uses a digital camera to capture and store memories from her children’s life may they be birthdays, award ceremony, first bike ride etc. this woman finds gadgets a hassle and seeks

Study Skills Essay Example | Topics and Well Written Essays - 2000 words - 1

Study Skills - Essay Example Study skills are never attained fully formed, any more than a grown man pops out of his mother’s womb. According to Cottrell(2003 p3)They evolve and mature through repetition, trial and error, critique from others and continued reflection as you progress through your individual journey as a learner The purpose of this module is to provide the opportunity to acquire and develop the study skills that will be necessary to successfully complete this course to a standard that I am aiming for. Being a competent independent learner is derived from being self motivated, being able to manage personal learning processes, good time management skills and continually reflecting on what and how you learn best and tailoring your energies to suit. Within this portfolio I will examine the development of learner independence, time management, self evaluation of personal learning, production of an action plan and improving my essay writing skills. If as anticipated this is completed successfully it will add additional skills to my current ones and aide me in my current quest to secure a higher second grade result on this degree course. Learner independence or autonomy can be defined as â€Å"capacity to take responsibility for, and control of, your own learning, whether in an institutionalised context, or completely independent of a teacher or institution† (Thornbury, 2006). Learner independence is the ability of the learners to control their learning process (Holec, 1981). In the present age, when knowledge is growing at very fast pace because of the ongoing research work and rapid advancements in technology, the importance of independent learning cannot be overemphasized. Learners must understand that the education they are provided with at institutions is time-constrained, and what they need to learn is not limited to what they are taught in schools. Most learners used to learning in

Is DES cipher not security anymore Essay Example | Topics and Well Written Essays - 250 words

Is DES cipher not security anymore - Essay Example Although DES are still being used as a means of encryption by many organizations and governments, DES has significantly deprecated and is no longer secure as just anyone with a little technical know-how and time can break into the cryptographic keys. However, this does not mean that DES cipher should never be used all. It only means that it is important to evaluate the value of the information to be protected, both to the attacker and to the owner, and fully grasp the nature of the risks before making the decision to use Data Encryption Standard (DES) cipher. According to Stallings (2006, p.73), DES may still provide security if used in situations involving no real threats such as when encrypting files on a family PC. In conclusion, in view of the contemporary threats, DES algorithm offers very little deterrence for any determined adversary and should never be considered to be secure. Using more efficient and stronger cryptographic algorithms such as Advanced Encryption Standard (AES) and 3DES among others may provide better

Application Letter to the University of Fairleigh Dickinson Essay

Application Letter to the University of Fairleigh Dickinson - Essay Example I have always wanted to get a degree from a reputed university that will offer me innumerable opportunities in life from numerous perspectives. When considering applying to a university, I have based my choices and preferences on a number of criteria such as the reputation of the university, the cosmopolitan nature offered at the campus, the range of courses offered, importance to activities apart from study and lastly the emphasis laid on the exposure to internationalism. I strongly believe that among the choices that I have considered and researched, the Fairleigh Dickinson University certainly has come to outscore the others as it has provided me with such an insight that has left me mesmerized and created an urge in me to come in and experience the rich heritage personally. The first and the foremost things that captivated my thought when I had a look at the university web portal was the vast number of campuses, colleges and the range of mediums over which priceless education was being offered to prospective students. I sincerely felt that such an extended range of courses left me with much more than I could expect to choose from. I believe that it is extremely important in terms of my career to choose a course of my choice as I firmly believe that in order to succeed at work, true commitment and a liking for the job is a must. At a personal level, I have always wanted to support the expenses for my education and I was delighted and encouraged upon finding the extensive range of scholarship options that the university offers. I was also encouraged by the fact that the university plays host to a large contingent of students from other countries and I have always been willing to meet new people of different cultures and see the world through them. I strongly believe that if I get an opportunity to meet people from as much as 80 countries, my self-belief of being a global citizen will be further strengthened. I am also happy and encouraged by the

Electronic security Essay Example for Free

Electronic security Essay Electronic security is defined as any tool or technique that is used purposely to protect systems information assets. E-security is very valuable element in e-commerce since it adds value to the computer network as it composed of both soft and hard infrastructure E-security has been a matter of debate and it has been scientifically argued to be of great importance to economic development as it aid efficient trade and commerce. E-security has enhanced safe transaction and this has enable customers needs to be taken care off. Through e-security market place has expand since on line is very vital in that it enable many customers to be access to safe markets.   Computer security systems enhance effectiveness, efficient, satisfaction of customers. E-security systems also aids proper decision making concerning security susceptible situations through user interface design (Marco, 2003) E-security has been considered to a fundamental aspect in ensuring that technology benefits an organization in bringing both social and economic development. Development of on line environment has the impact of creating trust amongst its users and this has been taken by many organizations as a priority in order to gain competitive advantage. (Marco, 2003)   Goals of the study of an academic study Security has been subjected to various studies because of the fact that it aids in organization operations. It has been viewed by government entities as an idea of great demand that should be given priorities. The academic study by the Carnegie Mellon University was conducted to ascertain the level of security that can be derived from use of e-security in any given transaction (Marco, 2003) Goals of the private organization study On the other hand, a private organization study was conducted with almost similar goals to the former i.e.   The aim of ascertaining that there is protection of attributes of information security. These attributes include confidentiality, availability and integrity (Marco, 2003). It was also conducted with the objective of factors that can lead to failure of e-security in organizations either through poor planning and design or   overall complexity of electronic security architecture that are concern with sustaining the above attributes. It is vital to comprehend that proper security process encapsulates and consolidates the various processes in an organization such as detection, prevention and recovery of information and other relevant data. .Reasons for conducting the study The academic study was conducted with the aim of ascertaining the methodological approach that can be adopted by organizations and other business institution when assessing the level of competency that it poses in implementation of e-commerce in presence of e-security. To analyze how organization can be effectively and efficiently formulate electronic security and electronic commerce strategies to enhance proper functioning of the organizations To enable the organization to understand the factors that contributes to wide spread of e-security and electronic commerce in the global economy. The study was conducted to articulate major variables that bring about extensive use of the e-security by the business organizations. To compare electronic security, electronic procurement, electronic commerce, payments systems and electronic portals. This is to ascertain the influence that these aspects have brought in terms of global growth in economy. To comprehend and articulate the strategic implications of electronic security on private, public and civil organizations have been able to reduce risk associated cost and how market transactions have been carried out efficiently. It was done to draw inference on the impact of technology and faster flow of information on business transactions. To assess the available options in which e-security can be adopted as a tool for achieving organization goals through proper management strategies To monitor and evaluate e-commerces impact upon current global business   Transactions, technologies and public policy as related to electronic commerce strategy and new technical innovations. Type of data collected The data was collected during the academic study on e-security by the University was surveys from businesses and households on the importance and use of electronic security and ICT in general. The information collected was mainly pertaining trust on IT security. Specific question were being asked concerning the way different households perceived the importance and barriers to Internet commerce. The data collected depends entirely on the traditional strengths of the already collected data which was being used as secondary form of information.   The data collected concerns trust and security of technology services which been employed currently by many organizations. The report that came out of the study was an official data and semi-official data. Both types of data feature the trust that electronic security should be vested with. The official data carries the proposed questions that should be put into consideration before implementing any type of electronic security .How was data collected The data was collected in controlled experiment set up where students who used to attend introductory level business class were the main subjects.   The University employed e-learning package when conducting the study due to the fact that Internet was available. They were randomly assigned certain conditions that were required to follow. Before the actual experiment been conducted students were asked to fill the questionnaire that carries information concerning the demographic profile and other paramount features.   The questionnaires were well validated in order to give correct measures of performance avoidance and any kind of reluctance that the students portrayed (Marco, 2003) Research Questions OF ACADEMIC STUDY The following are common questions that were asked when conducting both studies and they cover important aspects of electronic security and to manage upon its implementation in the organization. These includes policy frameworks, principles, integration with management procedures and more so the significances to total quality management in an organizations. The questions which were asked during private organization study include; What are the some of the principles that influences the transition of electronic security? In what can enterprise security framework enhance the effective administration of electronic security in an organization? In what way can electronic security management be significant aspect to total quality management and enterprise strategic management model? Research questions of the private organization study On the other hand questions which were asked during academic study on electronic security included; In your opinion, what are the significant differences between different ways of electronic payment? What are some of the organization where electronic security has been used extensively? What are safety services been offered electronic security? Instruments used when collecting the data   When conducting the study, the University used very powerful machines such as computers (Intel Pentium 4). The decision made on the use of these computers when collecting data was based on the physical accessibility barriers of the computers and their memory that could make the work of the student very easy. They collected packet traces for each of the experiment and these traces carried data that allowed the group to analyze control packets (AlAboodi, 2003). Results of the study After conducting the study, what came out clearly was the fact that e-security and other web service technologies have had a far-reaching influence on business operations in organizations. Web services and electronic securities have enable organizations to carry out the transactions without the human intervention. It has enable data and applications to flow in without being monitored by the human being. It was also noted that electronic services can be put in place in wide variety of architectures hence can co-exist with other technologies. These services can be adopted in an evolutionary manner in absence of main transformations to legacy applications. Furthermore, it was realized that challenges posed by security cannot be avoided. From the study it was discovered that there exist difficult issues that an organization should put into consideration before implementing any electronic security. These include; Lack of confidentially and integrity of data that depend upon electronic security for its transmission. Service to service transactions are not being trusted by many business organizations due to lack of confidentiality. Availability in the face of denial of service attacks that exploit vulnerabilities unique to Web service technologies, especially targeting core services, such as discovery service, on which other services rely. Functional integrity of electronic security has been subject of debate in many organizations due to the fact that it is not been trusted by many organizations (AlAboodi, 2003). Results study of private organization study The end results of private organization study conducted on electronic security was that improved security is very important to organizations since it adds value to the organization. These are achieved by use of electronic security to enhance good interaction with the potential traders across the globe. Through use of electronic security organizations have been able to gain competitive advantage over their competitors because they are able to maintain closer customer relationship. From the study conducted, it can be concluded that proper employment of electronic securities enable companies to improve their reputation which in turn helps to maintain and retain customers (AlAboodi, 2003) The results obtained from the studies conducted have a very practical value in the sense if a company put in place a well functioning electronic system; it is a position to make a lot of sales. These is as a result of good maintenance of potential customers by the virtue that safe transaction are been carried out between the customers and the organization. If information security and electronic security is well managed, it results less costs of operations been incurred. In addition, electronic security is the basis for healthy foundation for implementation of good business structures and other vital frameworks which are factors that fosters economic growth been experienced in the organization These include Total Quality Management(TQM) and Enterprise Resource Planning(ERP) (AlAboodi , 2003)

Market segmentation: Australia

Market segmentation: Australia ABSTRACT Market Segmentation recognizes that people differ in their tastes, needs, attitudes, lifestyles, family size, and composition, etc â€Å"It is a deliberate policy of maximising demand by directing marketing efforts at significant sub-groups of customers of consumers† (Chisnall, 1985: 264). ‘Segmentation involves viewing a heterogeneous market as a number of smaller, more homogeneous markets (Smith, 1956). ‘These smaller markets can be distinguished by different consumer needs, characteristics, or behaviour. For segmentation to be managerially useful, each segment needs to be accessible, measurable, and substantial (Kotler, 1980). ‘The report focuses on the particular case of â€Å"Tourism Australia†, which promotes Australia as a tourism destination internationally and domestically and delivers research and forecasts for the sector. (Tourism Australia, 2009) Why segment a destination? It identifies the destinations potential customers It enables the organization and other travel agencies and tour operators to focus their marketing on the customers who will be most likely to buy the services that are on offer. Enhanced profits for business Helps improve customer service. Kick-starts competition in specific parts of the market INTRODUCTION Tourism Australia is a statutory authority of the Australian Government, which promotes Australia as a tourism destination internationally and domestically and delivers research and forecasts for the sector. Established on 1 July 2004, Tourism Australia brings together the collective skills and knowledge of four separate organisations: the Australian Tourist Commission, See Australia, the Bureau of Tourism Research and Tourism Forecasting Council. In a strategic planning process Market Segmentation is a stepping step which recognizes that peoples need, desire, and expect different characteristics from products or services that they experience or purchase. Under the Tourism Australia Act (2004), Tourism Australia has a statutory obligation to help foster a sustainable tourism industry in Australia. Sustainable tourism is in the buzz now, and is one of the many key segments, that Tourism Australia focuses on. The Tourism White Paper is an AustralianGovernment tourism initiative,designed to achieve industry growth and provide greater synergy across all areas. It provides framework for structural change to more effectively support Australias tourism industry. ‘Tourism Australia and their Market Segmentation: Tourism Australia concentrates on Demographic and Psychographic segment wherein mainly it attracts youth travellers and other interests and leisure travellers. 1. Demographic Understanding demographics is vital to service/product development and segmentation, especially with regard to understanding trends in the market place. Demography includes the study of age, sex, education, family status, life cycle etc., which acts as an excellent tool for a Destination Management Company or a Travel Board to attract more tourists and travellers to their country. In the case of Tourism Australia and this report I have chosen to concentrate on ‘Lifecycle laying emphasis on ‘Youth Market. 1.1 Lifecycle: 1.1.1. The Youth Market: They have lower than average incomes, high energy approach to travel; they are more likely to undertake â€Å"backpacker tourism, adventure sports, and other activities on offer that generate high adrenaline. Focusing on ‘Tourism Australia as a potential attractor to the ‘Youth Market there are a few most appealing segments that the marketing team concentrates on. 1.1.1a. Nature is the most appealing experience to youth travellers with high appeal in all markets. Australias wild flora, fauna, its scenic beauty acts as a perfect getaway and holiday destination for youth of this generation. Australia has a lot on offer like sea, sand, sun, surf, bungee jumping, parasailing, etc., which attract youths and also see to it that they are connected to nature and still maintain the ecology. 1.1.1b. Coastal Lifestyle experience is also very appealing to youth traveller. It portrays a very classic Australia outdoor lifestyle and provides a whole lot of fun and thrill at the same time. Travellers get to meet new people, mix and learn the lifestyle of the locals and enjoy the fun environment the destination has to offer. 1.1.1c. Aboriginal Australia is of moderate appeal to youth traveller. The Aboriginal Australia is very historical and cultural, but not many are interested in undertaking this segment of tourism that the country has to offer. It calls for less interaction and very minimal socialising, whereas youth prefer the opposite. ( Aboriginal Tourism Australia ). 1.1.1d. Outback Australia and Food Wine are less appealing to youth travellers and are not currently perceived as being unique to Australia. While the outdoor, relaxed nature of this experience has appeal, in general it is seen as an expected element of a holiday. There is an opportunity for Australia to promote accessible and affordable quality food wine experiences to the youth market. There are opportunities to reposition these experiences for the youth market to make them more relevant to this segment (Marketing Resource, Tourism Australia, 2009). 1.1.2. The Family Market: ‘In accordance with segments created by Tourism Australia, the family market constitutes of the above average education and income, most affluent of the other lifecycles. They tend to be shorter-haul travellers because of their busy lifestyles work and also are mostly accompanied with children Most of the travellers falling under this category of the market focus on soothing vacation holidays, so that they are rejuvenated after a hectic schedule of work and life and are ready to get going till the next vacations (Marketing Resource, Tourism Australia, 2009). 1.1.3. The Mature Market: ‘Mature-aged travellers are defined aseither domestic or international visitors aged 55 years and over. They are well educated and affluent and more likely to seek out exploratory vacation activities. Most travellers in this segment of lifecycle segmentation are more likely to visit destinations and other attractions for either exploratory or research work (Marketing Resource, Tourism Australia, 2009). 1.1.4 The Senior Market: The senior market consists of travellers are likely of all the above segments to seek out exploratory vacation experiences, much less likely to view vacations as opportunities for relaxation. Above average participation in natural sightseeing, they will be less active in outdoor activities. They rely more on printed material and television for travel opportunities and information. One of the most prominent holidays that travellers in this market look out to is â€Å"Cruise holiday†. Although the might be the smallest segment, special attention should be paid to the seniors market, as its members look for exploratory experiences and prefer value-added components such as guided services (Marketing Resource, Tourism Australia, 2009). Limitations of Family/ Lifecycle approach: This approach gives little or no explanation for differences in consumption patterns as compared to psychographic or lifestyles, demographics says nothing regarding motivations and the value structures which guide the travellers or visitors behaviour. (Moutinho, 2002) 2. Psychographic This type of segmentation divides the market into groups according tocustomers lifestyles.It considers a number of potentialinfluences on buying behaviour, including the attitudes, expectations and activities of consumers.The main types of psychographic segmentation are: lifestyle (different lifestyle patterns), Activities, Interests and Opinions (AIO). Purpose of visit classification enables Tourism Australia to identify the nature of its visitor base and to plan activities accordingly. It also enables the identification of geographical/seasonal variations in tourism by purpose. In accordance with the case of analysing the segment markets of Tourism Australia, after the reading, I found that they segment their potential tourist market mainly on the basis of ‘Interests. The following are the various sub-segments and niche markets classified: 2.1 Interests (Trip Segmentation or Activity Segmentation) 2.1.1. Backpacker Tourism: ‘International backpacker visitation has continued to increase by approximately 3% per year since 2000 to reach 566,000 visitors. There were 500,000 domestic backpackers in 2007. (Backpacker Snapshot, 2009) ‘Spending more time in Australia, these travellers tend to explore considerably more of the country. Many backpackers participate in working holidays enabling them to stay longer in the country ‘(Tourism Australia Corporate, 2009). 2.1.2. Education Tourism: An education tourism visitor can be associated as an international traveller whose main reason for coming to Australia is education and length of stay is less than twelve months. This is a very attractive segment that was put forward by Tourism Australia in collaboration with tourism boards of other territories in the country, since Australia is one amongst the leading education grounds for many international students. 2.1.3 Taste and Try: Travellers coming into Australia as â€Å"learners† are inexperienced travellers attracted to â€Å"trendy† well known destinations in and around Australia, like Melbourne, Sydney, Perth and Brisbane. ‘They highly depend on recommendations from experienced travellers, usually visit destinations with numerous attractions; they look out for sun, sea, sand and nightlife. The top travellers of destination motivation for the Taste Try segment include: friends who have visited Australia and its tourist attractions and also to visit family who live at the destination (Australian Tourism Commission Report). In 2006 the International and National Visitor Surveys undertook a survey specifically for Food and Wine Visitors. This survey probed awareness of Australia as a gourmet culinary destination. â€Å"Food and wine visitors aredefined as any holiday or leisure traveller who stated that one of their reasons for taking the trip was to experience Australias food or wine†(Tourism Research Australia International and National Visitor Surveys, 2007). 2.1.4: Roots- Exploring the heritage Travellers under this segment travel to places that they feel a connection to, through heritage. Travelling may include with or to visit friends and family. Most travellers under this segment show keen interest in to learn the local languages and are very concerned about various threats that the particular destination or country as a whole faces. 2.1.5: Adventure Tourism: The sub- segment of Adventure Tourism has helped Tourism Australia to grasp a whole lot of travellers to come to the country and indulge in the various adventure sports and activities, which bring significant gains to regional and national economies. According to the BTR International Visitor Survey, 2003, it was found that, nearly 2.2 million international travellers undertook adventure activities and spent 77.5 million nights in Australia in the year 2003. These travellers spent an estimated $6.7 billion in 2003 in Australia, accounting for 60 per cent of total expenditure by all international travellers. 2.1.6 Business Tourism: Business tourists spend more money per night than holiday visitors. Their main mode of transport is air and car hire resulting in high-yield for the car hire industry and the airlines. These visitors provide improved business communication, and help to promote Australian products and services overseas. This in turn generates additional income and employment within Australia. A research conducted by Tourism Australia, 2004, stated that business tourism is a very important high yield sector of the tourism industry. In 2003, visitors who travelled mainly for business purposes spent $11 billion in Australia, accounting for 17 per cent of all tourism expenditure in that year. Hence the segment proved vital and very fruitful to the organization and the destination (Source: Tourism Research Australia International and National Visitor Surveys, 2007). 2.1.7 Indigenous Tourism: â€Å"Indigenous tourism is defined as participating in an activity that gives Indigenous people the chance to tell their story, in their way, sharing cultural insights, traditional practices and contemporary concerns with non-indigenous Australians and international visitors† (Robertson-Friend, 2003). In 2003, about 5 per cent (214 000) of all international visitors visited an indigenous community and nine per cent (411 000) of international visitors experienced the Indigenous arts and crafts and cultural displays during their stay (Australia Tourism Research Report Volume 6 Number 1, 2004). The rise in the number of visitors visiting the country and looking for indigenous tourism is because of the appropriate segmentation and the marketing the specific program to the right target markets. 2.1.10 Cruise Tourism: Larry Dwyer and Peter Forsyth state that Cruise Tourism is one of the major growth areas of world tourism (Dwyer and Forsyth, cited in Peisley, 1992; Hobson, 1993; Cruise Lines International Association, 1995). â€Å"Cruise tourism has been identified as a key growth area within inbound and domestic tourism and Tourism Australia has increased its focus on this market segment. Cruise shipping as a segment, proved beneficial to the board. A study conducted by Cruise Down Under, 2006 revealed that the total income generated by the cruise shipping industry in Australia was approximately $438.8 million in 2005/06 compared to $228.1 million in 2004/05, including direct expenditure of approximately $256.6 million† (Tourism Australia, 2009- Markets) Limitations of segmenting the tourist market according to interests are that participation in a specific activity is a sound basis for defining a segment. It could simply be one of the several activities that constitute the overall destination experience. For example; the fact that 80% of tourists say they engaged in surfing at a destination does not mean that they see themselves as a special interest group of ‘surfers. Conclusion Tourism Australia has a number of resources and opportunities available to assist tourism industry operators target leisure, business events and niche markets. Tourism Australia segments its market into all the four bases of segmentations that usually all marketers do. It uses geographical- focuses on domestic tourists and visitors as well as international tourists and visitors. Tourism Australia runs special marketing programmes that focus entirely on domestic tourism, which can be interpreted as to how TA has segmented its market in and out of the country. Demographic Segmentation is also used in their STP plan but, doesnt yield high results as compared to the rest. Demographic segmentation doesnt keenly concentrate on what a visitor is looking at, but just segments the market on actual figures like age, gender, incomes, family and its lifecycle, etc,. The best and most efficient segment that Tourism Australia derived and uses it to its fullest is the Psychographic segmentation, with dedicated significance on ‘interests of the visitor. Various segments like, ecotourism, backpacker tourism, cruise tourism, spa and wellness tourism, beach tourism, golf tourism, adventure tourism and other such sub segments and types of tourism were created keeping in mind the previous years data and facts. On the basis of research and results, these segments were derived at which proved to be beneficial to the Australian Tourism Board in terms of monetary benefits as well as benefits to the visitor, where in they can easily identify their preferred segment. Behavioural segmentation is also observed in the marketing and segmenting of the destination by Tourism Australia, with focus on social-status and occasions. Many new segments are created time after time, keeping occasions in mind, like, special tour packages on Boxing Day, Christmas and New Years, and also a special program that is dedicated to the aborigines of the continent Island. After studying the bases of segmentation that Tourism Australia has put into practice and relating it to the past results, facts, figures and the various researchs that are undertaken to study how beneficial the whole segmentation process has been, it is quite a happy news for the Australian Tourism Board as well as for the Tourism Research Australia Organization.