How Ethernet Works Essays - Ethernet, IEEE 802.3,

How Ethernet Works What Is Ethernet and How Is It Used? ITSK2511 Cecil Jackson Invention of Ethernet A gentlemen by the name of Bob Metcalfe realized that he could improve on a system called the Aloha System which arbitrated access to a shared communications channel. He developed a new system that included a mechanism that detects when a collision occurs (collision detect). The system also includes listen before talk, in which stations listen for activity (carrier sense) before transmitting, and supports access to a shared channel by multiple stations (multiple access). Put all these components together, and you can see why the Ethernet channel access protocol is called Carrier Sense Multiple Access with Collision Detect (CSMA/CD). Metcalfe also developed a much more sophisticated backoff algorithm, which, in combination with the CSMA/CD protocol, allows the Ethernet system to function all the way up to 100 percent load. In late 1972, Metcalfe and his Xerox PARC colleagues developed the first experimental Ethernet system to interconnect the Xerox Alto. The Alto was a personal workstation with a graphical user interface, and experimental Ethernet was used to link Altos to one another, and to servers and laser printers. The signal clock for the experimental Ethernet interfaces was derived from the Alto's system clock, which resulted in a data transmission rate on the experimental Ethernet of 2.94 Mbps. Metcalfe's first experimental net was called the Alto Aloha Network. In 1973 Metcalfe changed the name to Ethernet, to make it clear that the system could support any computer, and not just Altos, and to point out that his new network mechanisms had evolved well beyond the Aloha system. He chose to base the name on the word ether as a way of describing an essential feature of the system: the physical medium (cable) carries bits to all stations, much the same way that the old luminiferous ether was once thought to propagate electromagnetic waves through space. Physicists Michelson and Morley disproved the existence of the ether in 1887, but Metcalfe decided that it was a good name for his new network system that carried signals to all computers. Thus, Ethernet was born. The Ethernet System This is a brief tutorial on the Ethernet system. We'll begin with the origins of Ethernet and the Ethernet standards, and then describe the essential features of Ethernet operation. Ethernet is a local area network (LAN technology that transmits information between computers at speeds of 10 and 100 million bits per second (Mbps). Currently the most widely used version of Ethernet technology is the 10-Mbps twisted-pair variety. The 10-Mbps Ethernet media varieties include the original thick coaxial system, as well as thin coaxial, twisted-pair, and fiber optic systems. The most recent Ethernet standard defines the new 100-Mbps Fast Ethernet system which operates over twisted-pair and fiber optic media. Ethernet is a Vendor-Neutral Network Technology There are several LAN technologies in use today, but Ethernet is by far the most popular. Industry estimates indicate that as of 1994 over 40 million Ethernet nodes had been installed worldwide. The widespread popularity of Ethernet ensures that there is a large market for Ethernet equipment, which also helps keep the technology competitively priced. From the time of the first Ethernet standard, the specifications and the rights to build Ethernet technology have been made easily available to anyone. This openness, combined with the ease of use and robustness of the Ethernet system, resulted in a large Ethernet market and is another reason Ethernet is so widely implemented in the computer industry. The vast majority of computer vendors today equip their products with 10-Mbps Ethernet attachments, making it possible to link all manner of computers with an Ethernet LAN. As the 100-Mbps standard becomes more widely adopted, computers are being equipped with an Ethernet interface that operates at both 10-Mbps and 100-Mbps. The ability to link a wide range of computers using a vendor-neutral network technology is an essential feature for today's LAN managers. Most LANs must support a wide variety of computers purchased from different vendors, which requires a high degree of network interoperability of the sort that Ethernet provides. Development of Ethernet Standards Ethernet was invented at the Xerox Palo Alto Research Center in the 1970s by Dr. Robert M. Metcalfe. It was designed to

Promotion of Duracell batteries in Kazakhstan

Promotion of Duracell batteries in Kazakhstan Free Online Research Papers The explosion in the use of portable devices and electronic products such as laptops, toys, audio devices, etc. has resulted in a rapidly increasing demand for portable energy sources. However, the market of primary (non-rechargeable) batteries has shrunk over the past decade. This project is about a proposed campaign for encouraging people to use more of the declining product, reminding them of the forgotten need, on the example of the current market leader Duracell brand by Procter Gamble. Primary batteries are most commonly used in portable devices, usually when you do not have the chance to res can be CD, MP3-players, portable TV-sets, toys taken with children to picnics, lamps, and cameras. Our idea is to take out people to places where they need to keep their devices going but do not have an option to re-charge, that means encouraging them to travel to the nature: mountain trips, bike trips far from home, picnics with family, beach trips etc. It has gone out of the habit since people became too busy with their job, not having time to devote to their spirit, health and fun shared together with close people. The campaign will be directed to re-create this trend for country trips. This will be achieved by telling people how attractive are places around Almaty and they shouldn’t miss the opportunity to enjoy the sights on weekends. Competitive Analysis There are 3 major consumer battery brands presented on Kazakhstani market: current market leader Duracell, its closest follower Energizer, and niche player Varta, as well as many other less popular brands. Duracell is widely recognized, top of mind awareness brand. Most of our respondents named Duracell when it was asked to name any consumer battery brand that comes into their mind first. There is also recall connected to Duracell’s advertising, people easily recognize the symbol of Duracell – the famous pink bunny. It is also a market leader because it is available at points of sales, which is very important for low-involvement goods. Duracell batteries can be found in all sizes in most supermarkets, unlike its main competitor Energizer. Slogan of Duracell is â€Å"Trusted everywhere† suggesting that Duracell batteries make all devices work when needed and the range of Duracell application. The previous slogan was â€Å"No battery is stronger longer† pointing at longer life of the batteries. Generally all the bunny-related ads where directed to express the main message of longevity of work, this is the key benefit of Duracell. Energizer’s current slogan â€Å"Keep going† and former slogan Nothing outlasts the Energizer also emphasizes long working hours of the batteries. However, in its advertising campaigns Energizer has stressed high energy of the batteries making it the key benefit of the brand. â€Å"You’re smarter to fit Varta!† says the slogan of our last competitor. Varta uses ESP suggesting that it’s a battery by experts, something more â€Å"professional†. All the three brands share a common POP which is high quality and reliability. Duracell has to follow defensive strategy and increase its share of voice to maintain its leading position on the market. Target Market Analysis Generally, target market for alkaline batteries is both deep and wide. But it is even more. Almost every person is a potential customer for this type of batteries. In this case even segmentation is quite complicated. But it is necessary for creating marketing strategy, so we have to point out several biggest consumer groups. The first is households. Women between 25-50 age old, they keep their houses in order and use batteries for devices we use everyday such as clocks. The second and third groups we want to mention are teenagers and men. These customers differ in the age group, but are same in the purpose of consumption. They use alkaline batteries for high-tech devices. But now this market, that once has been extremely big and profitable, now rapidly decreases. It is concerned with technical progress. Now producers of high-tech devices use other types of batteries, usually rechargeable and often produced by these companies itself. Duracell uses differentiated market coverage. Different products of Duracell brand are targeted to different segments. regular and high-drain segments of the consumer battery market Duracell Copperhead covers broader market, including the general population who need longer-working batteries for majority of devices. Duracell Ultra is designed to fit more energy requiring devices, and therefore the target group is typically younger males. Communication objectives First of all we should define Target Audience. Duracell has different types of battery. The most needed types are AA and AAA series. Significant part of battery users is young generation that listen music by CD of MP3 players. This age starts from 14 years old till 25 even 30 years. Gender difference is doesn’t matter because everybody like music according his or her preference. Duracell is the top mind awareness brand on the World and Kazakhstan battery market. The competitors are: Energizer, Varta and Victory (Chinese battery). This industry is in the decline stage because of increasing use of rechargeable and integral batteries in devices like photo mobile phones, cameras, and players. Also, consumers are getting used to rechargeable batteries while they use laptops and phones, and bring this habit to their MP3 players and cameras. The main goal of Duracell is to raise knowledge, since awareness is already at hand. Battery is daily used, low involvement product. So this product requires product recognition at purchasing place. More products will be recognized better off the company. Because it is a low-involvement good stress should be put on the emotional rather than rational benefit from using the brand. Duracell should use following communication tools: Point-of-purchase promotion TV advertising Printed media in thematically related magazines (e.g. about technology) PR and sponsorship Internet Advertising On Kazakhstani market today Duracell is a stable leader with competitors falling behind dramatically. As it was mentioned before there is already well-established brand awareness, therefore all communication objectives should be supportive, only to maintain the image of the brand and keep it’s recall and recognition level high. 3.0 MARKETING COMMUNICATIONS PLAN 3.1 On a market where Duracell brand is well established it is important to retain its market position. At the same time, Duracell can encourage people to use more batteries by promoting our new campaign, through communication tools. The objective is to increase profit by 15% during in FY 2008. Marketing communications objectives So far Duracell has covered all the levels of the DAGMAR model: category need, awareness, knowledge, attitude, purchase intention, facilitation, purchase, satisfaction and loyalty. It has been a trusted leader for a long time. However, as we detected the market still can be penetrated by returning to the first level and developing category need more. The mission of the campaign is to get consumers to use more primary batteries by encouraging them to take part in activities such as traveling, hiking and camping. Our goal is to remind people of the forgotten use of the batteries – whenever you go outside (to the mountains, the beach, forest) you need non-rechargeable batteries vitally to keep all your devices going. 3.3 Positioning Duracell’s positioning is as clear and simple as the product category requires: long life of the batteries. 3.4 Creative and Message Strategy Key message: Duracell serves longer than any other battery and therefore can be trusted whatever direction you go. Slogan: Trusted everywhere Key visual: Emotional appeal should be used in Duracell ads, primarily to attract attention and be liked. 3.5 Marketing Communications Mix PR should be used primarily for the new strategy. 3.6 Media Strategy: Pulsing strategy 3.7 Media schedule (with calculations of effectiveness) (10points) Schedule should include all your tools of communication on all channels of com-on with distribution over the year, month, week and day period. 3.8 Budget (approach, actual calculations) Research Papers on Promotion of Duracell batteries in KazakhstanMarketing of Lifeboy Soap A Unilever ProductAnalysis of Ebay Expanding into AsiaBionic Assembly System: A New Concept of SelfHip-Hop is ArtOpen Architechture a white paperPETSTEL analysis of IndiaInfluences of Socio-Economic Status of Married MalesDefinition of Export QuotasAnalysis Of A Cosmetics AdvertisementThe Project Managment Office System