说到作文，不同的国家有不同的风格。在澳大利亚的高等教育体系中，Essay应遵循与美国和英国学术论文相似的特定结构。尽管编写Essay有一些基本步骤，但是Essay写作不是线性过程。 在撰写Essay的过程中，您可能会多次经历不同的阶段。 例如，如果您找到其他有用的文本，则可以返回阅读和笔记记录阶段，或者重新阅读以查找特定信息。如果您不熟悉这种风格，以下是在澳大利亚如何最好地撰写Essay的五大技巧！ Break down the question 学生犯的最常见错误之一是没有回答实际提出的问题。为避免这种情况，请先多次阅读问题并在关键字下划线。 There are three different kinds of keywords: Tasks words are usually verbs and they will tell you how to answer a question e.g. explain, analyses, contrast, define or evaluate. Content words are words that tell you what your topic is. Limiting words are words that narrow the scope of your topic and let you know what particular area focus on. Noting down all these words will help you make sure you have a good understanding of the question you’re expected to answer and how you’re expected to answer it. You should also remember that您还应该记住: 您应该尝试在整篇文章中重复一些内容和限制词，以提醒读者您的论点与所提出的问题直接相关。一些作文问题可能会为您选择关键术语的特定定义留出空间。如果是这种情况，请明确说明要使用的定义。 1.Do the research做研究 重要的是要证明您了解论文主题周围的“学术对话”。也就是说，该领域的其他学者或作家对您的主题怎么说？ That isn’t to say that you should just repeat what’s already been said, but rather, to reference their work as a means of positioning your own ideas. Do you agree or disagree with what’s already been said? How does the work of previous scholars hold up to the issues that you’re dealing with in your essay? This is why it’s important to conduct thorough background research. You can do this by: 使用文章问题中的关键字搜索在线图书馆目录和Google学术搜索。If you get stuck in your research, go back through the assigned readings for your topic and explore the references listed in those readings. This will give you an idea of what to read next, as well as a picture of what’s already been written about your topic. Making sure you know what kind of referencing you have to use and doing it from the start! Write down page numbers of ideas and quotes as you go so that you don’t have to waste time searching for them again later. 2.Stick to the structure坚持结构 While essay conventions will vary from subject to subject, it’s safe to say that every essay should be made up of the same basic segments: the introduction, body (which is made up of paragraphs), and a conclusion. Each of these segments has its own purpose: 3.In the introduction在介绍中: Introduce your topic Define key terms Briefly, discuss the main points of contention surrounding your topic Don’t be mysterious – explain what you’re going to argue and how you’re going to do it. 4.In the body在正文里: 本文的正文由不同的段落组成。每个段落都应致力于解决特定的问题或主题。除非您的老师有特定要求，否则您要如何“主题化”您的段落以及要多长的时间取决于您。 Begin by writing down your main arguments or themes and then decide upon the most logical order to present them in. You want your essay argument to ‘flow’ naturally from one idea to the next. Paragraphs have their own general structure段落具有一般结构: Statement – Start with a sentence that demonstrates what the main idea of that paragraph is. Elaboration– Go into further, supporting detail of your idea. Example – If you can, give an example that supports your argument. Significance Explain – Explain the significance of the point you’ve made in this paragraph to your overall argument. 5.In the conclusion结论: 结论可能简短而有趣-您不应在结论中引入新的想法。相反，您应该： Begin by referencing the essay question首先参考论文问题 Re-state the main argument重新陈述主要论点 Explain how the arguments you’ve made directly answer the essay question. 说明您提出的论点如何直接回答论文问题 Be confident in your conclusion and finish with a strong statement. 对您的结论充满信心，并发表有力的声明  范文：Target如何使用预测分析来增加销售额 Introduction Industry Background Retail is a term that covers a massive range of business types and models. “There are six business types in regard to retailing, which are convenience stores, specialty stores, supermarkets, discount stores, department stores, and online stores (Managementstudyguide.com, 2018).” Convenience stores are considered a small to medium grocery and convenience shop usually operating near residential areas. This was the standard during the beginning stages of the retailing industry. This allowed for essentially no competition from other stores that were located a further distance from a residential area. The convenience store was also just what the name suggested, a store of convenience. Their focus was not on low price because they understood that you were here because you were not willing to drive far distances for the items that they sold. Then we have specialty stores, which is a retailer that focusses on smaller net product areas, such as electronics, video entertainment, toys. Examples of these stores are Fry’s Electronics, Toys “R” Us, formally Blockbusters. Next, there are supermarkets, which are a medium to large grocery and household store whose goal lay in low margin / high-volume sales. Discount stores are also small, medium or large shop. But their items are items that are branded goods to sell at discounted prices, Target could also be considered as a discounted store. This allows customers to buy items without customers being burdened with paying fully for the cost of production in the items they want. Department stores are a large store with a wide range of goods and services, segmented into departments which can be managed by the department store itself of salespersons from outside retailers that have distribution through the store. An example of this would-be Target, Walmart, JCPenney, Dillards, Macy’s. Lastly, we have online only stores that sell directly to customers through an e-commerce website. This has taken the retail industry by storm. This allows for a company to no longer have to pay for a brick and mortar and give them the opportunity to pour into the products and increase revenue based on operating margins. If you don’t have to pay the traditional fixed cost that is associated with building such as rent, electricity, plumbing, Wi-Fi, software and hardware, and mass amounts of employees and possible benefits. This can save you a ton on capital that can be used everywhere. Example of retailers like this is Amazon, Fashion Nova, ASOS, and Shoe Dazzle. Today’s retail has expanded whereas, most retailers are not just pigeonholed into only being one thing to customers. Companies like Target can be a convenient, discount, grocery, and discount, and an online store. “The U.S. Commerce Department reports that total retail sales in 2015 were around $5 trillion, The vast majority of sales that make up that $5 trillion dollars are in store purchases. In 2015 e-commerce only accounted for 7.1 percent of revenue. It is forecast that this percentage will grow to about 9.8% by 2019. More than 25 million people in the U.S. are employed by retailers (Comfort, 2017).” Description of the Company’s Business: Target Target Corporation is the second-largest department/discount store retailer in the United States, behind Walmart. “Target began expanding the store nationwide in the 1980s and introduced new store formats under the Target brand in the 1990s (Fortune, 2018)”. The company has found success as a cheap-chic player in the industry. “In 2018, Target operates a total of 1,822 stores throughout the United States. The company is ranked No. 39 on the 2018 Fortune 500 list of the largest United States corporations by total revenue (Fortune, 2018).” Target has always been known for its emphasis on the desires of its younger, stylish, image-conscious shoppers, whereas Walmart relies on their strategy of always low prices. Motivating Factors (What changed and Problem Statement) As stated previously, customer behaviors play a huge part in the success of a retail company. Target realized that “most shoppers don’t buy everything they need at one store. Instead, they buy groceries at the grocery store and toys at the toy store, and they visit Target only when they need certain items they associate with Target, (Duhigg, 2018).” The Targets store was essentially a one all store and could satisfy all their needs. The issue that Target faced is convincing customers that the only store they need is Target, and breaking brand loyalty is a difficult task to do.#p#分页标题#e# To break brand loyalty, there are a variety of aspects that should be addressed. Target would have to have a great environment (Brick and Mortar), the convenience of getting multiple items in one place, and catching customers during major life events, which in turn is considered a timesaving. In the process of breaking brand loyalty, Target would need new age technology, data mining and market segmentation. This case will attempt to address the following questions regarding Target Corporation: How does Target use predictive analytics to increase revenue and sales? How can Target use Market Segmentation to assist with ad marketing to potential customers? Description of The Study When consumers shop for everyday items they tend to shop based on history. If as a child your parents always visited Kroger’s store for fresh baked goods and groceries, visit Walmart for clothes and stationery items, and visited Home Depot for household repair you will follow suit, unconsciously. These trends that are ingrained into our lives are considered consumer buying behaviors. This is defined as the “sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding the consumer’s behavior in the marketplace when purchasing a product or service (Grimsley, 2018).” This concept is great when it works in your favor because you are grandfathering in customers based off of habits of the generation before them. However, when you are attempting to garner more customers breaking their loyalty is tough. Target Corporation recognized this phenomenon as only being able to be addressed during a pivotal time in consumers lives. This is when they are welcoming a new child into the world. There are transitory periods in a person’s life when traditions fall apart and buying habits are suddenly changing. When parents are, tired and overcome with stresses and worries their shopping patterns and brand loyalties are now considered up for the taking. In order to capitalize on this change in dynamics, Target would have to be strategic on how they present ads and commercial to garner new customers. One would also ask; how would you even know if someone was pregnant? This is where Targets genius comes into play. Solution Strategy for Change The business strategy and solution for Target is to customer market segmentation and predictive analytics to increase sales. In addition, create a great environment for customers to enjoy shopping and get all their items in one place. Market Segmentation It is vital to understand your core audience and how that is broken down by demographics. Segmentation is essential because it does just that, breaking down a larger target audience into smaller, more concise groups of patrons. This effort is needed because it allows you to funnel your marketing efforts into ads, campaigns, and sales that connects with customers most likely to buy your product. In addition, this assists you with all potential markets that you may want to pursue and assesses the markets based on their possible for viability to your company. Segmenting isn’t a small feat because if done incorrectly finances and investments will be spent in the wrong places causing potential bankruptcy for some companies. In efforts to better segment the market, it is based this on 4 traits; Demographics, Behavioral, Geography, and Lifestyles. Demographics play a huge part in any business because what a 20-year-old Hispanic males needs are can vary from the needs and expectations of a 55-year-old Caucasian female customer. When addressing demographic segmentation age, race, gender, marital status, income, education, and occupation will all play its role. Some having more weight than others based on the products that are being marketed. Behavioral Demographics are huge because it studies trends, usage, and decision making. Trends are important because they can be classifying as trendy and short-lived or trends that have been established over time based on loyalty to products. For example, in the early 2000s younger adults preferred baggier jeans vs older consumers preferred fitted jeans. Another example would be a preference in deodorant depending on your daily duties, whereas a sports player would need a stronger deodorant vs a person who doesn’t do any active sports. You see this clearly being done with Target and its competitors. Geography demographics are based on where your customers are located, which require varying needs. Target stores located up north like Chicago would certainly need to carry a product like a snow shovel whereas a Target in Texas would not. Understanding this difference can limit you in wasting resources in places where it is not profitable. Lifestyle segmentation looks at from the angle of how you like to shop. Online shoppers are different from shoppers that go to the stores. Typically, online shoppers know what they are looking for, don’t have much time, and cost conscience. They want coupons, things delivered to their doors without interruption in their daily schedules. Shoppers in-stores usually make the time to go to the store and may not clearly know what they want in all cases. For example, if a woman that isn’t a frequent makeup shopper, she would need to go to the store to test out pigmentations, and how the makeup feels to them. This wouldn’t be the case for an online shopper because most of the time they are re-ordering based on prior uses. All of these factors play a major role in predictive analytics. If you have all the variables captured in one place, now, the task is to figure out how to use this information. Technology and Additional Distribution Infrastructures With market segmentation gathering valuable intel, now it is time to address what target views as catching customers during the transitional years. As mentioned before, Target realized that when customers are welcoming a new child into the world, traditions fall apart and buying habits are suddenly changing. This means that they can now garner new consumers. Because birth records are traditionally public, the moment a couple has a baby, they are almost immediately flooded with offers and ads from all sorts of companies. Target realized this and wanted to be ahead of the curve and catch them earlier. Targets marketers stated that “they wanted to send specially designed ads to women in their second trimester, which is when most expectant mothers begin buying all sorts of new things, like prenatal vitamins and maternity clothing (Duhigg, 2018).” They figured if they could get them at this point then they would have them for years to come. Conclusion Retailers all know that “experience” matters, and now we’re seeing more innovation in this area than ever before. Target’s Predictive Analytics has changed the way retailers use and obtain data. As stated by a former president, “Gregg Steinhafel, explained that the reason for the intensified rise in revenue was due to a “heightened focus on items and categories that appeal to specific guest segments such as mom and baby (Duhigg, 2012).” This is the result of being able to predict shopper’s experiences based on shoppers’ trends and behaviors. www.ukassignment.org |
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