Contemporary Issues in Marketing

Contemporary Issues in Marketing In an era of Super smart-phones, high-speed internet, and convergence of digital media in day to day life, it is important that traditional marketing techniques to evolve along with the digitisation of advertising, sales promotion and brand management. Marketing has moved on from basic advertising and sales promotion, to a more personal and customised approach towards customers, delivering a whole new level of involvement and experience to the consumers. Marketing is the The management process responsible for identifying, anticipating and satisfying customer requirements profitably.(The Chartered Institute of Marketing) Marketing requires constantly adapting to the changing consumer needs, and satisfying them in a way that is better than the competitors, in a profitable manner. In todays highly evolved and competitive business environment, it is indispensible to employ the aid of technology in marketing, the fact that technology has a transformational impact on the marketing is done cannot be ignored. Technology is changing the way companies interact with their consumers; marketing is becoming more focused on technology to increase the sales and returns on investment (ROI). Stephen Diorio shares his views on technology and marketing, Over the next ten years, rapidly changing technology will impact most aspects of sales and marketing strategy and management, (Diorio S.G, 2002) Google is one of the best examples of companies that have successfully employed technology in their marketing strategies. The firm started up as a small search engine in 1998 and today has an estimated worth of more than $35 billion, employing more than 20000 people. In the further sections, I will be discussing how google uses technology in its marketing operations, and the specific areas in which they are employed. Marketing Research Marketing researchÂÂ  is the systematic gathering, recording, and analysis of data about issues relating toÂÂ  marketingÂÂ  products and services. (McDonald. M, 2007) Marketing Research helps a company determine, whether its current portfolio of products is satisfying the consumer needs, and what improvements can be made in new products, and whether consumers will accept a new product or not. Google is well known for its search refinement and optimisation over the years, it has consistently been successful in understanding what consumer is searching for, and putting up relevant advertisements on their search results. Let us discuss what technologies google uses for its marketing research: Anonymous Data statistics collection: Google analyses data that it receives from its search engine like the search keywords, location of user, age group, etc. And uses the data to deliver more optimised and local search results to the user, providing a more precise and effective way of advertising. The data that Google collects is anonymous and is used for demographic classification only. Also if there is a bug or error in Googles search, it sends an error report to the company, so they can work on fixing it and improving its results in future. This is a very effective marketing research technique is it does not involve much cost, and is based on reliable data that is generated on the companys own servers. This market research method is an example of excellent consumer involvement; the data collected is with express permission of the users solely for improvement purpose, and Googles privacy policies clearly states that it is collected anonymously with no storage of the users personal information. Also there is an option for opting out of the research for anyone who does not want their data to be analysed. (Source: Google Privacy Policy) Google Analytics: Google analytics is Googles web analytics solution; it generates insights into its websites traffic, total number of visits, subject of interest, location of users, etc and other statistical data which in turn the increases the effectiveness of marketing by identifying and analysing the preferences of the consumer and the product that they are searching for. It helps Google create better targeted and strategically placed ads. Google also offers the analytics solution to many large corporations and companies helping them place their ads at strategic locations and increasing their return on investment or ROI. It delivers sophisticated data to Google regarding its website traffic, and its gain/loss of market share against its competing companies. The technique is an entirely new approach compared to traditional marketing research methods like surveys and seminars, as this is totally computer generated research based on raw data collected from real life users, and also it is more mathematically correct and precise. Analytics can collect data from tracking mobile devices, location based website tagging and comparing the relevance of search terms to actual results. A very recent example of this tools utilities is when it surfaced that Bing, Microsofts proprietary search engine was copying Googles search results and algorithms, and Google was able to discover this scam with its analytics tool. Amit Singhal from Google stated in his press release, Some Bing results increasingly look like an incomplete, stale version of Google results a cheap imitation, (BBC News, 2 February 2011)http://blog.hubspot.com/Portals/249/images/search.referrals.png Insight Search: This is an interactive tool that Google uses to compare various search terms that are similar, and based on consumer interest, it suggests the best suited keywords and terms that must be used to increase advertisement revenue, it is a highly technical tool primarily working on elaborate programming algorithms, which is unique to Google. An example of this is given below. If Google is to place an advertisement for an automobile manufacturer, with the help of Insight search it will be able to predict the message that best resonates the ad. For marketing a new car model it shall know what feature must be highlighted like fuel efficiency, safety, good looks, etc. With Insight search as we can see the most apt search term will be car safety as consumers clearly show more interest in that criteria over the othersC:UsersChiragDesktopinsights_96693_en-time.jpg Source (Google insight Website) Google Insight uses an advanced intelligence algorithm called MYSql that filters the search results and provides suggestions that are more feasible and more likely to capture consumer interest; this reduces the amount of junk advertising and also offers more refined search results. This is a good tool for marketing research as it decreases the chance of misplaced advertising, which is Googles largest source of income. Marketing Communication Marketing CommunicationsÂÂ  areÂÂ  messagesÂÂ  and related media used to communicate with a market. Marketing communications is the promotion part of the Marketing Mix or the four Ps: price, place, promotion, and product. (Clow. K, Donald.B). It is essential for any company to reach out to its consumers effectively, thus marketing communication is very important for successful business. Google has a very technology oriented approach for its marketing communication; it promotes its advertisements and promotions in entirely non-conventional ways, let us examine the methods Google uses for its marketing communication purposes: Ad-Words: Google Ad-Words is Googles main advertising program and the prime source of income for the company. Ad-Words triggers advertisements based on the words that a user is searching for, it delivers relevant ads on various websites where advertisers want to place their ads. Ad-Words operates on the Pay Per Click (PPC) model, where Google gets paid for each Click that an ad generates, and advertisers have to pay Google for the number of times their ad is clicked on. The main features of Ad-Words are that it provides a non-geographical mode of advertising, it can place an advertisement on any website and not just its search page, which means that consumers have a ready accessibility to a plethora of products and services from the comfort of their homes. And for the advertisers, this is new and highly technological approach compared to traditional advertising methods like Hoardings, TV advertising, Radio advertising, etc, also it is interactive in nature. The most differentiating feature of Ad-Words is that the advertisements are customised for each and every user, It does not bombard the consumer with irrelevant ads and distracting pop-ups, it delivers the exact results the person is searching for, in simple and convenient text-based banners. For example: If a person is searching for Holiday trip to Bahamas, then Google brings up the advertisements of travel agencies that offer the cheapest and the best deals for holidays to the Bahamas, and also other holiday packages to similar locations. This is nothing short of a revolution in the advertising industry; in 2010 Googles revenue from Ad-Words advertising was US $28 Billion. (Source: Investor.google.com) Click To Call: The Click to Call service offered by Google is a marketing communication initiative that was started in 2007 by Google; through Click to Call, advertisers are allowed to put up their phone numbers on Googles website, and users can click on their advertisement to call them, Google connects them to the advertiser and the calling expenses are paid by Google. This is similar to Pay per Click advertising, but offers a whole new level of interaction to the advertisement. Google has also integrated this system of Click to call function on their new Phone operating system Froyo, whereby consumers search a map for a nearby outlet and by tapping on it can directly call the advertiser. This is a considerable innovation in marketing communications. (Source: Google ClickToCall official webpage) Google Checkout (Online Payment Integration): Thinking one step ahead of just searching for products and services online, Google integrated the Search and Buy process, with the help of Google Checkout, Consumers can save their bank account details on Googles secure web servers, and when they are searching for something on the web they can simply buy it and make the payment for the product with the click of a button, and the product is delivered to their doorstep. A consumer simply has to sign up with Google Checkout and register their details once; after that whenever they want to buy something with the help of Google Checkout they just have to click on it and verify their identity with security options like passwords, etc to prevent fraud. Also Google checkout comes pre-installed on smart-phones with Google operating system Android making it even more accessible. For example: If a person is searching for Dan Browns Book, The Da Vinci Code on Google, it will return the search results, and the person can simply click the Buy button on the website from their computer or phone, and the payment for the book will be made and it will be directly delivered to their specified address. This simplifies the process of online to a great extent. At the moment the products that are supported with the online payment systems are Books, CDs, and Media files, Google mobile handsets, and software. As more traders sign up for Google Checkout the product portfolio will expand and provide more options to Google users NFC Marketing: This is one of the latest technologies in marketing, also known as NFC or Near Field Communication; it uses special radio frequency waves to communicate with devices like smart-phones, pdas, etc. NFC can be used to tag places and objects with RFID tags that can be read by other devices by simply tapping on them. NFC can also be used to make payments with a smart phone by just swiping the device over the RFID (Radio Frequency Identification Device) Reader, this renders the need to carry around cash and debit cards useless. Google is integrating the NFC chip into its smart phones, and is setting up NFC Hotspots all over large cities, to implement the new technology. This can be considered a breakthrough technology for the coming years. According to Claire Swedberg of RFID Journal, ÂÂ  GoogleÂÂ  has been testing anÂÂ  RFID-enabled service aiming to link local businesses with customers. The service, known asÂÂ  HotspotÂÂ  debuted in November 2010. (Swedberg. C, 23 February 2011) New Product Development New product developmentÂÂ  (NPD) is the term used to describe the complete process of bringing a newÂÂ  productÂÂ  or service to market. (Ulrich.K, Eppinger. S, 2004). NPD is the preliminary step in developing a product or service, it involves a series of steps in order to introduce a new product in the market. NPD is essential to keep up with the changing technology and market trends.http://t1.gstatic.com/images?q=tbn:ANd9GcTgI2lqnURK33cJWjLaFAQlzQaU0rxXHSClOyJk_LUQ6xL68R7Ebg Google is a company with a large number of products under its portfolio, to name a few we have, Google Search, Google Mail, Google Maps, Google Checkout, Google Ad-Words, Google Documents, YouTube, Books, Android operating system, etc. Google has developed a number of successful products over the years. This is because Google insists on releasing products that are more appealing consumers, and has been able to remain successful by launching the products in market before the competitors, mostly in the form of Beta testing and pilot projects. Let us take few examples of how Google integrates the latest technology into some steps of its New Product Development process: Idea Generation: For most organisations the process of idea generation involves Brainstorming sessions, and SWOT analysis, but Google takes a new technological approach for idea generation. Every year Google holds the CodeJam competition at its head-quarters in Mountain View, California. In this competition it invites new engineers and programmers, in order to identify top talent among them, the participants have to solve arithmetic and structural problems, and also they are asked to come up with new ideas for products and software. This is an innovative and technical way of generating ideas, and many of Googles services like the Android operating system are a result of this. (Source: codejam.google.com) Prototyping: Prototyping involves producing a physical product prototype. Google is running a pilot testing programming for its new Google Chrome OS, to run the operating system Google has made the CR-48 laptop, to test its efficiency and compatibility with hardware. It is allowing application developers and daily users to use a prototype laptop given out for free, and provide usage information to Google, so that it can perfect the product for a full featured launch in the market. (Source: Chrome Os Pilot Programme Website) The advantage of prototyping products is that it provides a real life test result of what is expected from the product, and as a wide range of users test it, more information can be collected regarding the product. If the prototype receives good reviews, then the product can be considered feasible for a market launch. Beta Testing: Googles main competitive advantage comes from the fact that it always launches new products in the market before its competitors; this is because it always releases its potential products in Beta stage. And if later on if any rectification is needed in them, it rectifies them and makes the final launch, this is advantageous as by the time the final product is launched; it already will have a consumer base and will be accepted quickly by the market. Beta testing is the testing and improving of unfinished software, Beta testing is very useful when the programmers of the software want to receive a meaningful feedback. This is because when unfinished software is put to actual use, any bugs and errors that it may have can be identified and sorted. Google runs a project called Google Labs (www.google.com/labs). Under Labs Google runs unfinished products not yet ready for a launch. Some examples of such products are Google Transliteration, which allows users to type phonetically in any language using an English keyboard, And Google Wave'(www.wave.google.com) which is Googles real-time social network initiative, it allows consumers to update and connect with their in real time by sharing messages, pictures, videos, and file sharing, etc. Many of Googles most successful products like Google Mail (Gmail), Google Documents (Docs), Calendar, etc are products of Beta testing that got successful reviews and are widely used and accepted today. Commercialisation: Commercialisation is the final launch of the product in the market; it involves the final production and promotion of its products. Proper use of technology is very important for the successful commercialisation of a product. Android is Googles highly successful and competitive smart-phone operating system, the commercialisation of the operating system was highly technological and advanced in nature, and compared to the other smart-phone platforms, like Windows and Apples IOS, it was well advanced. Google commercialised the operating system by venturing with Taiwanese phone company HTC to produce a Google branded phone, the first of its kind, which became highly successful. Also the handset was advertised and can be ordered from Googles search page. It was the first time a internet search based company entered the smart-phone industry. And the rest of the manufacturers like Samsung, Sony Ericsson, etc followed suite with their android handsets. The real technological breakthrough was when Google delivered OTA or Over the Air Software updates for smart-phones with their operating system. No other company has used OTA to update a phones software before, it was basically used to update subscriber settings, but Google made the use of that technology to deliver and optimise the smart-phone software, which was widely appreciated by customers worldwide. This is a good example of commercialising a product with the use of latest available technology. Conclusion Business Leaders today have realised that looking beyond the conventional ways of marketing and adopting the new technology is the mantra of successful business, in current business environment. Firms like Google that constantly aim for the refinement of technology are the new market leaders. Companies have become re-inventive in the way they manage their people, and in the use of technology. Thus we can say that Technology has had an huge impact on the functioning organisations and the process of marketing. Bibliography

Is Play Learning Essay

Learning through play is a vital part of your Childs development. It includes playing with different toys or activities for different areas of development in order to help them develop. According to Squire. G (2007), play is pleasurable and enjoyable, has no extrinsic goals, play is spontaneous and voluntary, involves some active management. Not only is it fun and interactive for both children and parents, but it enhances the development of all aspects needed including social, Physical, Intellectual, communication and emotional development. Why? Although it seems like your child is simply playing with a toy or object, the child is actually developing and learning so much. That simple teddy bear that you first bought them as a baby, can actually develop their intellectual and emotional development by helping to create an imaginative mind and if the child is talking to the teddy bear, then it’s developing speech and language. 0-3 years old. Your child, from aged 0—3 are learning so much already, even though you might not know it. Your child needs to develop socially, physically, intellectually, their communication and their emotions. This is actually done through play. For a child aged 0-3 you should be encouraging development through play. Toys such as hanging mobiles actually increase your Childs physical development by giving them a target to reach for, stretching out their arms. This increases their hand-eye co-ordination and gross motor skills. Reading your child books every day, whether it’s just to calm them down before bed or for bonding time can influence their learning. This encourages their intellectually development as children pick up different words by listening and being involved. If you involve the child, there is more possibility they will learn more as well as enjoy it more. If you’re reading a colourful, touchy-feely book to an under 1 year old, this can stimulate their development to different textures, colours and making them more aware. Reading topical books can also influence their knowledge of the world, such as books about shopping or religions. Early years settings are good at providing opportunities for children to develop. Nurseries play groups and mum and toddler groups develop your child, not only socially by interacting with other children and adults, but in all other aspects as well. By allowing them to play on, for example, a slide, cars, push trolleys/cars/bikes, they can practice moving around, walking, crawling etc, as they should provide stimulating activities, developing their physical skills and their fine and gross motor skills. Early years settings for this age will develop your child intellectually by giving them an understanding as well as developing knowledge by watching different scenarios, such as having a role play â€Å"home area† which allows them to copy things they might have seen at home such as ironing, play kitchens, etc. Their communication will increase as they are constantly interacting with others and being spoken to as well as listening to others interact. Emotion development will be promoted in the way that children can develop friendships and bonds with other people and start to develop feelings such as empathy as they can offer group activities, play dates and just by being around other children. 3-5 years old. At the age of 3-5 years old, as a parent, you should be offering them a wide range of activities through play. Your child has come on a lot already but the development continues with encouragement from you. Your child will be walking and needing to develop their physical development and gross motor skills (larger muscles such as throwing and catching etc. ) Outside activities are good at encouraging physical development. This can just involve rolling a ball to your child and encouraging them to catch it, kick it, pick it up or chase it. It’s involving for you and the child has fun whilst playing. Their hand eye co-ordination improves and their gross motor skills. As they get older, you could decrease the size of the ball, making it smaller to a tennis ball for example so it becomes harder for the child to catch so they develop their fine motor skills with a pincer grip and tests their hand eye co-ordination. Games such as piggy in the middle, football or just a simple game of throwing and catching. If this isn’t possible, or even if you can, taking your child to a park or play area is fun for them and if you get involved, it can be fun too. Apparatus such as monkey bars and climbing ropes strengthen the Childs muscles and balance. They develop their physical development by allowing them to exercise and experience new activities that they might not get too at home. It’s also a good way to socialize with other children and adults in a public place. This can teach them life skills such as sharing and turn-taking. Your child will start to talk in full and extended sentences around this age. They would have picked up their vocabulary from listening and copying so far. Play can often encourage talking by getting them to communicate their ideas on the game such as role play, but literacy games can extend vocabulary and help with phrasing. Games such as â€Å"I went to the shop and I bought†¦ † This is a good memory game and helps them think about every day things that they could get from a shop. Alphabet games, jigsaws and activities can encourage a child to use their knowledge and extend it. 5-8 years old At this age, your child should be attending school full time. Just because their learning and developing at school, doesn’t mean you have to stop! You should continue to play with your children and encourage them to develop physically, intellectually, socially and emotionally. It might be easy to just to sit them in front of the TV or computer. Statistically, Kidshealth. com (1) shows that; â€Å"As kids get older, too much screen time can interfere with activities such as being physically active, reading, doing homework, playing with friends, and spending time with family. † Also kidpointz. com (2) suggests â€Å"ADD or ADHD was 2 times as likely to have been diagnosed in children addicted to video games. † So if you’re going to give your child computer time, you should use learning game websites such as the BBC or ask the school teacher for resources. This will help build intellectual development and also ITC skills of how to use a computer. Before allowing the children, read and teach the children E-Safety and how to stay safe on the internet. You should also monitor what your children are doing on the computer. You should be encouraging your child to develop socially. Although they are communicating with children at their school, you should encourage them to have a social life outside of school too. Arranging play dates or allowing them to join after school clubs or other activities such as a dancing school, gymnastics, karate or swimming. Making these physical activities will increase development even further, and they might even find a hidden talent! At 5-8 years old, children will want to be reading books, even if they can’t and to be read too. When reading a book to a child, the best ones to choose are ones with extended vocabulary. Choose books with a range of new words, good and interesting illustrations and obviously, a good story line. Children will enjoy talking about the book also, so ask them lots of questions and get them to think about the book. Questions such as â€Å"why is that character doing what they’re doing? † Or â€Å"what do you think is going to happen next? † this allows children to develop their thoughts and imagination. This also allows you to assess the child’s understanding of the book, for example if they don’t understand it, you can do more on the story and allow them to learn about it and why. This is good bonding time for you and the child too, so it’s enjoyable for both of you. Another fun activity for 5-8 year old children, that parents, siblings, friends and other family could be involved in, is making dens. Making dens extend a child’s imagination and creativity, by allowing them to think about different objects to use and ways of creating it. Offer them a range of materials to use so they can experiment. This can teach them patience and trial and error. In fact, although you might not realise it, dens can increase a child’s knowledge on a range of subjects. The maths aspect of teaching them measurements and how much they material they need, how big it’s going to be. Their creative development is obviously supported and to extend even further, it could help with knowledge of the world. For example, ask your child to make a tee-pee. And extend their cultural knowledge by explaining and teaching about the cultures that live in huts like what they’ve just made. Or extend it even further by doing it outside in a woodlands area. This makes them think about the natural resources available and how best to do it, using harder, heavier logs for support. Make this a fun day out and take a picnic to share under your den/shelter. Role of the Adult As a parent or guardian for children, you should be involved in playing with your children to encourage development. If adults are involved and engaged in play, it influences the child to be involved too and shows them the value of play. You can have the power to make a difference to your child by teaching them how to play correctly and properly by offering praise and discipline. Supporting your child with praise such as â€Å"you’re playing with that so well! † This can help a child build their self-esteem and feel good about them self whilst playing and having fun. You can just be someone to play with to a child. Acting as a friend and just company whilst they play, accourding to Lindon J. 2001 (3) â€Å"Children often invite adults to join in or may direct them to take a particular action or support play. This is positive reinforcement because you can observe their play whilst they’re having fun and learning. You being there actually encourages social development and their communication. They can pick up words they ask you and are forced into situations where they might have to speak to you such as wanting you to do something. Adults can often model how to play correctly and sensibly. Children will copy adults and try to do things themselves, such as drawing the same thing as you, making the same thing with playdough or role play games like cooking, which they will have seen you do. You can give them instructions to help them with an activity, such as a arts and craft activity that perhaps you’ve found in a book. The childen can’t yet read the instructions so you read it for them, telling them the best thing to do and rephrasing so they can understand. Even doing it with them to make a model for them, allowing them to copy what and how you do the activity. This encourages fine motor skills because it’s an arts and crafts activity, often including scissors and cutting or colouring with a pincer grip. It encourages creative development and imagination. Interlectually, you’re helping them develop their instructions and about the order and general knowledge. However, you could just be there to ensure your Childs safety. Watching over them on a park or play area. The play equipment will encourage their physical aspects of their learning and development as well as intellectually, often having to problem solve such as finding out the best way to get across to a different area, or how best to play with this object. If you take your child to a public area, social skills are improved as they are around children and come into contact with other. Morally, children learn the values of turn-taking and sharing whilst playing in a public area. You also teach them safety regarding how to play correctly as well as giving them independence. This is a good idea for a play date idea or a group activity as you get some socialising done with other parents whilst your children are safely learning and constantly developing through fun. Your child will often come into conflict. This is where you, as a parent, can act as a mediator. You can teach those morals such as sharing, turn-taking and ensure that these are put in place through play whilst ensuring your child is developing socially as well as other aspects that the activity may focus on. You can be involved with your children’s play just as much as they are in different ways; either hands on approach or just a sit back and relax activity. Your children will learn through play with your help as you are the people they look up to and are influenced by the most. And finally, enjoy your children and their company. They won’t be young forever.

Taxation International Comparison Assignment Taxation

Taxation International Comparison Assignment One of the major purposes of taxation is to redistribute income. The government aims to collect from earning of residents and distribute it to those who are incapable for supporting their families. The main benefits offered to families in New Zealand, with Children less than 18 years of age, are the working for families’ tax credit and parental leave. These tax credits provide income tested benefits to families with children at home who are under 18. There are different criteria put in place to check the eligibility of the individuals receiving the credit. The idea of family tax credit is to ensure that every child in New Zealand is bought up in stable environment where they feel safe and healthy. All payments are made to an eligible parent to help with the family s day-to-day living costs. According to statistics New Zealand â€Å"1 in 4 children under the age of 18 live in households defined as medium or high risk, or those with more than 3 risk factors†. (Statistics New Zealand, 2012) These risk factors include low economic standard of living, poor housing problems, over crowded houses and limited access to facilities. For this reason, it is duty of the government to ensure that, every child in this country has access to a decent standard of living. This includes access to food, healthcare and education. This report will be looking into detail on Family tax credit policies in New Zealand in comparison with that of Australia andShow MoreRelatedEssay on Corporation and Subsidiary Company1701 Words   |  7 PagesIndividual research assignment Introduction The international company which called Buildco Ltd establishes a new company in Australia which is a wholly owned subsidiary of Buildco. 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I first passion was learning about the culture and various religions in central African and other regions on that continent. When it comes to risk factor, China and African has a lot going and against it due to the develop pollution that settles on this vast land. Risk is the ability to gain or lose somethingRead MoreEuro Disney - Case Study2145 Words   |  9 Pages1 Introduction Ââ€" Euro Disney s Plans and Reality When the International Offer of Shares for the Euro Disneyland S.C.A. (in the following called Euro Disney) was published in October 1989 the plans for this new enterprise of the Walt Disney group were ambiguous. The financial plans for the first year of operation projected total revenues of FF 5,482 million and a net profit after taxation of FF 204 million. For the following years the development should be even more impressive. At that time the

Sample Essay “The Detection System of Tornadoes”

Tornadoes are one of the most picturesque and unusual weather phenomena in existence; however, people are generally interested in them not because of their peculiar shapes and behaviors, but due to the extreme destruction often caused by these violently rotating columns of air. In the year 2015 alone there were 551 fatalities caused by tornadoes registered worldwide. The last year’s unusually high death count speaks all too eloquently in favor of better tornado detection systems, as the majority of these deaths (442) happened in a single and easily avertable catastrophe, the sinking of a Chinese cruise liner Dong Fang Zhi Xing. This tragedy happened exactly because the ship in question was either not informed about the impending tornado or because its crew didn’t take the necessary precautions. This incident shows how incredibly important it is to not only be able to detect tornadoes in their early stages, but also get it into the heads of people that tornado detection and alerts are a serious business. The history of tornado detection is relatively young – prior to 1950s the only way to detect a tornado was to see it with your own eyes, which didn’t go far in preventing deaths and damage. However, the invention of weather radar considerably improved the situation, allowing local weather offices to issue warnings about impending tornadoes beforehand. There isn’t much people can do to deal with tornadoes except get out of the way, but in most cases it turns out to be enough – although property damage can be quite high from time to time, it is preferable to losing lives. Today meteorologists have an impressive arsenal of tools at their disposal, the three most important ones being storm spotters, pulse-Doppler radars and Geostationary Operational Environmental Satellites. Storm spotters are people, some government employees, private citizens, who have undergone special training and are instructed to look for signs of possible tornadoes and storms during the periods of severe weather. Pulse-Doppler radars (including mobile â€Å"Dopplers on wheels†) are radars capable of detecting the conditions that are likely to result in formation of tornadoes. Satellites cover most densely populated areas and also make a considerable contribution into predicting tornadic storms. All in all, humanity has made a great progress in its ability to prevent most harm caused by tornadoes; however, the research in the inner workings of this phenomenon goes on and can lead to further discoveries in its course. References Bradford, Marlene. Scanning the Skies: A History of Tornado Forecasting. Norman, OK, 2001. Print Edwards, Roger et al. â€Å"A Simple and flexible method for ranking severe weather events.† Wea. Forecasting 21:939-951. Print Edwards, Roger et al. â€Å"Tornado Intensity Estimation: Past, Present and Future.† Bulletin of the American Meteorological Society May 2013: 641-653. Print Grazulis, Thomas P. The Tornado: Nature’s Ultimate Windstorm. University of Oklahoma Press, 2001. Print Knight, Meredith. â€Å"Fact or Fiction?: If the Sky Is Green, Run for Cover – A Tornado Is Coming.† Scientific American. Jun. 14 2007 Perkins, Sid. â€Å"Tornado Alley, USA.† Science News 161:296-298. Print Seymour, Simon. Tornadoes. New York City, 2001. Print