Emr Innovations

Case 3 EMR Innovations Table of Contents Executive summary3 Introduction& problem /issues identification4 EMR’s product and how is attempting to market4 External Analysis6 Opportunities6 RV industry6 RV culture6 Threats7 Competitors7 Analysis and recode current situation8 Internal analysis8 RVs internal weakness and strength8 EMR Innovations internal weakness and strength9 Marketing Audit10 RV’s Current Marketing Strategy10 Main objective10 Main targets10 RV’s Problems11 Alternative Strategies12 Marketing and distribution of the lock- awn12Recommended Strategy13 Executive summary Reynolds are a young couple that transferred their interest over RV’s (recreational vehicles) into a profitable business. Their main objective was to be the â€Å" the supplier of innovative RV products†. Eric Reynolds came up with innovative product called â€Å"Lock-Awn Anti-Billowing Device† , he thought that this product would achieve their goal and repaired RV d eficiencies. They wanted to market their product through their own company †EMR Innovations† , so that they believed that they need to pecify various fields with different point ;product , customer, money , competitor and â€Å"Lock-Awn Anti-Billowing Device† marketing strategies . The report analysis involve the main external and internal factors that would influence their marketing strategy ( SWOT analysis ) . Then analysis the current RV’s strategies and how their plans detail with the marketing variables of product, price, place and promotion ( four Ps of marketing) which are used to attain the marketing plan’s objectives and overall strategies. There are three variables distribution channels ( direct and in direct ) according to their alternative strategy.Than recommended strategies. Introduction& problem /issues identification EMR’s product and how is attempting to market Eric Reynolds and Mary Reynolds are a young couple that transferre d their interest over RV’s (recreational vehicles) into a profitable business. In 1995, the Reynolds started an RV repair business , and by 1999 they open their own shop in Amana, Iowa , since the business became large. On 2002, their business had steadily grown . However, they aspired to be â€Å" the supplier of innovative RV products† . For that reason Eric Reynolds innovate an innovative products that helped or repaired RV deficiencies.They though that this innovative products, which called â€Å"Lock-Awn Anti-Billowing Device† for RV patio Awnings, may provide great potential for future investments. â€Å"Lock-Awn Anti-Billowing Device† would protect the internal lock awning mechanism from tear, and prevent it from billow in the wind, in order to reduce accident and increase the efficiency rate. Lock-Awn Anti-Billowing Device became so effective idea to the Reynolds that they invested $10,000 of their own money to develop a prototype, and they had as sistance and support from an industry research center.Since they wanted to market this product through a new company† EMR Innovations† , they need to analysis different filed with different point . The main five point in the case ( According to Reynolds view point ) are : 1. Product Eric and Mary were confident about their prototype product , they had a sure winner in the Lock-Awn, however they were unsure about it . 2. Customer They had potential customers who had seen the product as positive product, however they were unsure about other customers satisfaction. 3.Money They had no enough budget and financial analyses to entry market. 4. Competitors They afraid of a potential competitor selling same product, which decrease the product successful chance. 5. How they would market â€Å"Lock-Awn Anti-Billowing Device† They had no market analyses ( marketing strategy ) to verify their belief. To address this need, Reynolds need to become with key decisions that relate d to picking the main target markets, the position, pricing, promotion, and distribution channels, and then they need to analyze the financial implications of their decisions.The end result of decision , will be a marketing strategy which will effectively launch the Lock-Awn product and EMR Innovations. External Analysis This analysis consists of analyzing the external environment of the company (competitors, social, technological, regulations, etc. ). The purpose is to identify the key opportunities and threats in the environment. Opportunities RV industry RV vehicles (RVs) are recreational vehicles combining transportation and temporary living quarter for recreation, camping and travel. RVs started early 1900s when nature enthusiasts customized their vehicles.The RV industry flourished after the World War II. In 2000, RV industry consisted of 135 manufacturers and more than 200 suppliers of parts and services. RVs are divided into two categories (motorhomes and towables) and five classes ranging from affordable vehicle to normal people up to luxury one ($ 500,000). In 2002, about 7. 5 million households owned an RV in US and projected to reach 8. 5 million in 2010. This offers great opportunity for EMR innovations to succeed since the RVs exist in considerable number and will grow in the future. RV culture As noticed, RVs are popular and used a lot in US.There is almost one RV in every 12 households according to study conducted by University of Michigan in 2001. The study estimated that there are 30 million RV enthusiasts including households and renters. The retired couples represent the greatest segment of RV enthusiasts since they are free and want to see the rest of the country. They used RVs for traveling since it offers convenience, comfort and freedom to go anywhere and anytime without plan in advance. Some of them are full-time on the road roaming around the country and live in RV. Thus, they want their accommodations to be as comfortable as possible .Most of them are willing to spend their money on accessories like auxiliary fuel tank, power booster and etc. In fact, Richard Dahl, RV owner, manufactured a water filter for RV plumping systems and sold it for $30. Later, he sold 300 more items and established new business for himself. This shows RV owners are willing to accept new ideas which eventually help EMR innovation to succeed. Threats Competitors People created so many types of awning lock to overcome billowing problems. However, most of them are homemade and people reported that they easily damaged.There is one commercial product called â€Å"Awning Saver†. Eric and Merry examined the product and found that it would not be a threat to their product since the awning saver is difficult to operate and looks similar to the homemade one. Therefore, there is no obstacle for the EMR innovation to enter the market. To sum up, the external factors show no threat for EMR innovation to enter the market. Analysis and recode c urrent situation Internal analysis RVs internal weakness and strength Weakness : * Design flaws May decrease RV deficiencies Most RVs suffered from design Flaws on patio awnings, which consider as one of the basic equipment on virtually all RV’s . * The fundamental problem is awning billowing problem in manually operated awnings. Strength * Have flourishing business encourage investment safely * RV consisted of 135 RV manufactures and more than 200 suppliers of component parts and services . * RV had positive economic forecast , although they faced breakdown of RV ownership on 2001. * There was large motivation on their industry and had high rate of enthusiasts customized . In United State , there was a big interest in domestic ground travel * RVers were an adventuresome group have deep experience about what people want at traveling . * Their price was suitable for consumer from all standard of living. * Their prices are more affordable prices compared to competitors . EMR In novations internal weakness and strength Weakness : * Inactive side of the product : * High costs to produce, promote and distribute, their product. * EMR prototype is just an idea and not formulated into any type of industry organization. Most of RV’s people solve the patio awning problem by themselves. * Did not have a well marketing plan * No develop marketing or promotion strategies . * Reynolds Lack of knowledge to develop, sell , and manufacture a new product , since they did not attend college . * No enough money resources . * Have multitasks ( ex: Mary have to care about her 3 children and make bookkeeping for RV repair shop ) . strength : * Have an effective prototype products and ideas * Their products are good in appearance and design . * Easy to install . * Convenient in use and store. ease of operation compared with competitors. * Targets all segment. * Had support and consulting from an industry research center . * Were acquainted with RVs industry . * Had perso nal experience through their repair business. * Their work was flourished and their business had steadily grown . Marketing Audit RV’s Current Marketing Strategy Main objective The main objective of RV’s marketing strategy is to a attract the largest number of people of all ages, by providing their needs ,and satisfy all parties ( company and customer ), in order to achieve the customer values ( benefits and costs ) .As result they try to combined between transportation and temporary living quarters for camping , traveling ,and recreation . Main targets RV’s strategies are clearly directed to the main target , who is well defined , by providing different types of vehicles with different design and suitable prices according to the target level . * Main targets are : * Nature enthusiasts customized * Who have interest in domestic ground travel * Who tend to keep their vehicles for long time RV’s Problems †¢RV’s problems Symptoms problem Accordin g to 2001 survey data, the RV’s face breakdown of RV ownership, illustrated in Exhibit 2. it would be because of the design flaw ) . Current problem Most of RV’s owners focused on â€Å"awning billowing problem â€Å", where the company filed to come out with solution that fix the problem Potential problem May â€Å"awning billowing problem† will affect the economic forecast for the RV industry. This problem may be as opportunity to Reynolds or can be ignore it, since most of RV’s people solve the patio awning problem by themselves. †¢Marketing mix (Four P’s). * Product Vehicles that combined transportation and temporary living quarters for camping , recreation , and travel. It can be used by people of all ages and levels. * Enhance flexibility , convenience and freedom * Characterized by comfort, amenities and enjoyment during travel . * Place its available across United State ( for who have interest in domestic ground travel) * Promotion * Price Prices vary between types of vehicles, related to the options that product provide . Towables| Price | Include folding camping trailers| $5,000 – $10,000 | Truck campers, affixed to the bed or chassis of the truck | $10,500| Conventional travel trailers | $13,000| Fifth wheel trailers | $25,000 – $ 80,000|Motorhomes| Price| Class C | $ 35,000| Most luxurious Class A| Over $500,000| Alternative Strategies Marketing and distribution of the lock- awn Three viable distribution channels: * Mail order product: direct internet traffic to a Lock- Awn Web site. This will cost $ – 2000- $3000. * Workampers Group: indirect because dealers had option to sell the product. A one-time Ad cost $100 and 25% discount off the retail price * Distribution method: indirect because very difficult to get camping world to sell the Lock- Awn since it required strong sale record Advertisement to support selling effortHere are some ways of advertisement suggested by Mary: 1. Adverti se in Popular RV magazines; Motor Home & Trailer Life. Their circulation was 1. 5 million. A 1/3 page black & white 4 times would cost $ 25000. 2. Advertise in RV- related Web sites for minimal or no cost. 3. Develop Promotional brochures detailing for high quality- 4 color the printing cost about $1500 for $10000. 4. Promote and demonstrate the Lock – Awn at RV shows and rallies. Travels cost approximately $ 1800. 5. Ask RV trade publications to evaluate and feature the product in their column. 6. Generate discussion about the product in RV chat rooms. . Use the networking systems like RV clubs and forums to spread the information of the product. Recommended Strategy 1- It's recommended to adopt the free advertisement like RV- related Web sites, Ask RV trade publications by light column, RV clubs and RV chat rooms. 2- After one year they can advertise in costly because they have cash flow and can choose Promote and demonstrate the travels cost approximately $ 1800, Promotion al brochures detailing for high quality- 4 color the printing cost about $1500 for $10000 and Their circulation was 1. 5 million. A 1/3 page black ; white 4 times would cost $ 25000.

Essay Comparing the Plays “Trifles”

â€Å"A Doll’s Trifles† A essay comparing the plays â€Å"Trifles† and â€Å"Dollhouse. † Joshua Long English 102 Amy Lannon March 21, 2012 Our society’s gender roles are constantly evolving and changing, all in the name of â€Å"progressive thinking†, though not all for the good. With a new â€Å"social norm† appearing every few years or so, it comes as a surprise that it has been a relatively short time since women have broken through their defined roles to be seen on the same level as men on a social basis.Many of history’s pages are written from a patriarchal perspective, opening the way for the female protagonists and complimentary characters in Susan Glaspell’s â€Å"Trifles† and Henrik Ibsen’s â€Å"A Doll’s House† to make us rethink those gender roles through the events that occur during the plays and through their own complexity, providing interesting points of comparison and contrast between the plays and challenging audiences to think about gender roles in a new way. Both these plays are centered around married couples and are told from the perspectives of their respective female characters.In â€Å"Trifles,† we are introduced to Mrs. Wright and her fellow cast of characters a day after the murder of Mrs Wright’s husband. The play takes place after the fact, and much of the script is built around a conversation between Mrs. Hale and Mrs. Peters (women from the same rural town as the Wrights) about whether or not Mrs. Wright really committed the murder. The reader believes the entire time that she did, but is compelled to continue to find out why. â€Å"Trifles† is about a woman who murders her husband and two other women who lash out against their gender roles by withholding evidence from their husbands.Much shorter in length and lighter in tone than â€Å"A Doll’s House, with â€Å"Trifles† Susan Glaspell gets her point acro ss quickly, while Idsen takes his time in grinding his message home. In â€Å"A Doll's House† the critical aspects of the play are also divulged before the curtain is lifted. It is discovered that Nora, a woman who seems at ease with her gender role, has circumvented her husband’s will and has been paying off a debt behind his back for years, doing so as she resorted to having forged her father’s signature to help her get said loan.We further learn that she has no problem lying to her husband about this to preserve the peace in their marriage, Nora would rather Torvald continue to think of her as a â€Å"spendthrift† than as a woman in debt, causing the reader to feel uneasy with the assumption that she is your average housewife character. A particularly interesting comparison exists between these two women protagonists in that both of them are compared to birds. Torvald calls Nora his â€Å"lark† (Ibsen 1259), and Mrs. Hale openly says Mrs.Wright â€Å"was kind of a bird herself†(Glaspell 1054). While these seem to be innocent metaphors on the surface, darker tones soon overtake them as the plays progress—birds can be trapped in cages in the same way that women might be considered to be trapped into their gender roles, where their duties are not to themselves but to their husbands and children(Helium 3). We do discover this theme in â€Å"Trifles,† when a literal canary is found strangled and its dead body sewed in the pocket of a quilt—strangled by Mr. Wright and sewed away by Mrs.Wright, the same way Mrs. Wright’s spirit and free nature was discarded in order to serve her gender-assigned duties. Indeed, we actually see in her character a desire to serve those duties, a desire for children and to be a good wife through the descriptions we receive from Mrs. Hale, but these desires are denied by the cold, wintry spirit of one Mr. Wright. Mrs. Hale says as much to the County Attorney, Mr. Hen derson, when she says how she didn't think a â€Å"place’d be any more cheerful for John Wright’s being in it† (1051).And for the woman once known as Minnie Foster, it was that same man who eroded her until she no longer was one of the town girls as she had been thirty years before, no longer a woman who sang in the choir, her happy, hopeful spirit, gone. Her final comfort in that otherwise drained and dreary home was that little singing canary that she had bought a year before the events of â€Å"Trifles,† and whose death sets her off to finally murder her own husband by tying a rope around his neck killing him much in the way he killed the bird and her own spirit. This is a perfect example of something as wondrous as marriage gone horribly wrong.While Mrs. Wright lashes out against her perceived cage, her gender role, by killing Mr. Wright, Nora’s character ultimately decides to trip the latch, to fly free from the bars. Nora’s complex per sonality proves to be difficult to predict to the very end, when she decides to shirk her duties to her husband and children to focus on herself, to serve her own needs for individuality, a decision that was not entirely popular with readers and audiences alike. Indeed, Nora quite easily refuses to be the â€Å"doll† in Torvald’s house, and abandons her loving, though misguided husband, and her children.She feels driven to do this once she realizes that she and Torvald had never exchanged a serious word in their relationship, despite their discussion days earlier about Krogstad or about matters of money. But as Marvin Rosenberg writes in â€Å"Ibsen’s Nora,† it is the â€Å"humanizing faults that make her so exciting;† such as how she â€Å"munches on macaroons forbidden by Torvald,† and â€Å"when he discovers the sweets, she lies: her friend brought them,† or how, in response to her husband’s inquiry about the scratches on th e mailbox, she â€Å"absolves herself †¦ by blaming the scratches on her †¦ children! (Helium 2) But no matter the challenges they issue to usual gender roles, Nora’s actions are not crimes, not for the most part, although it is a crime that she forged her father’s name on the loan papers from Mr. Krogstad; however, it is unjust that is at the very heart of the challenges issued to Nora in â€Å"A Doll's House† that an otherwise harmless woman is forced to break what tradition would assert to be true and step out of â€Å"her boundaries† by doing so.However, it is not only Minnie Foster’s and Nora’s crimes that challenge such gender dynamics, but the actions and circumstances of their supporting casts as well. One example being that in at least one of the relationships in â€Å"A Doll House,† there is a complete reversal of typical gender assignments: it is exampled when Kristine Linde takes Mr. Krogstad’s job. Krist ine, a woman who proves herself capable of solving her own problems by herself—without any man’s aid—during the events events that unfold.Not only does she replace him at the bank where Torvald, Nora’s husband, is to serve as manager, but also later renews the relationship between the two of them from ten years prior and offers to work while he stays at home—at least during the outset of their relationship—because his taking the job back â€Å"benefits† no one (Ibsen1292). It was also she who fixed her family’s problems years before by taking it on herself to abandon her original relationship with Krogstad and marry a richer man, though she loved him not. Krogstad himself steps out of gender role when he accepts these ircumstances to fall upon himself—he does not care that he is, for the moment, not to be the breadwinner of the family: he cares only that he and Ms. Linde are at last reunited. Just as Ms. Linde and Krogst ad provide complimentary characters to go alongside Nora in challenging gender roles, the duo of Mrs. Hale and Mrs. Peters in â€Å"Trifles† perform the same task for Mrs. Wright (Helium 2). Together, these two women go about the home of the crime scene and discuss the case while gathering trinkets for the incarcerated Mrs.Wright—ignoring some judgmental comments from both the County Attorney and the Sheriff during the process—and as the duet go through the home collecting various â€Å"Trifles,† they begin realizing odd things: like how the quilt is knotted strangely or how difficult it is to imagine there being a bird cage in the home. Eventually, it is they, and not the Country Attorney and Sheriff, who discover the strangled canary and put together the pieces of evidence confirming Mrs. Wright’s criminal acts.What is more, they agree to hide the evidence away, even though Mrs. Peters is the sheriff’s wife. So not only do the women in â⠂¬Å"Trifles† solve the murder, but also protect one of their own in a way that influences the audience to think they do the right thing, even though that thing is protecting an admittedly sympathetic murderer. It is the actions of these secondary characters, women solving murders or women taking over the male duties of a family, that enable â€Å"Trifles† and â€Å"A Doll's House† to challenge gender roles.If it was only Minnie Foster and Nora that had set out to challenge the conventions, then neither play would be heralded so much for their feminist themes. It is because there are multiple characters in each play that convince the reader and the audience that what is being presented to them is realistic to life that these themes begin to be clear. The conclusion of Mrs. Wright’s criminal trial is never shown, so we don’t know if she was released from jail because of the lack of evidence against her—for all we know Mrs.Peters relented and ev entually tells the story of the dead canary to her husband the Sheriff. Nora’s destination after she departs Torvald’s home is also left in the dark, and we have no way of knowing if she finds what she is looking for. Because the readers begin to hope that these imaginary characters encounter success, their thinking may change; they may ponder in a new way about women’s rights and gender conventions and how the duties in marriage should not be assigned due to the apabilities of one sex or the other, but shared between husband and wife. This is certainly the most socially and politically correct way of thinking, though there are some schools of thought that believe, while both sexes are equal to one another in their humanity, each sex possess unique strengths and weaknesses and that therefore, gender roles, while they can be taken to an extreme, do have a positive place in society.This way of thinking suggests that the true beauty of gender interaction lies in th e differences between them, not in the lifeless â€Å"sameness† (not to be confused with equality) that is so naively sought after, and that the the abolishment of the positive dynamics that have existed between sexes simply because they’re â€Å"traditional†, and because this destruction falls under the very shaky moniker of â€Å"forward thinking,† will cause great harm.The audience of these plays however, begins to see the power of human relationships when these women try to solve their problems, without the help of men, on stage. And that is exactly how Glaspell and Ibsen wrote them to be seen—not as women, but as people. Those are the far-reaching effects that occur when we allow what we read, and see, to influence our thinking, and ultimately they are why â€Å"Trifles† and â€Å"A Doll's House† have become so renowned as plays that challenge gender

Summary of How Motorola put CPFR into Action Cederlund Essay

Summary of How Motorola put CPFR into Action Cederlund - Essay Example la found out that the ordinary limitation of CPFR launch is over-emphasizing and since streamlined replenishment is the primary goal planning and forecasting is driven by spending the time appropriately. In order to ensure a successful CPFR implementation the core company operations team employed successful implementation prerequisites such as sell-through and inventory to its performance and goals’ plan. Additionally, all team members had retail customers’ names indicated on their shirts. In order to reach a successful implementation Motorola ensured that it realigned its business strategy. This is because CPFR fundamentally requires business strategy change from a customer transaction related to a collaborative relationship. In order to rationalize the process of planning, replenishment, and forecasting, Cederlund’s group implemented a formal communication channels at several points along with the supply chain. The Cederlund’s group then assisted in rethinking and redefining the structure of the organization in order to change the structure in a collaborative relationship. One important move that the company made was to form account-based performance teams. Another important move that Motorola made was to tune up Collaborative Information Systems. As a result, Motorola’s relationship with its retailers changed, and in order for the information systems and organizational structure to align with this change, the inter-organizational relationship also changed. Putting CPFR into action brought significant benefits to both Motorola and its retailers. For instance, the mean absolute percent error (MAPE) is currently a fraction of the previous levels. This also brought quick inventory reductions at the distribution centers since the need for buffering stock

The Masters Prepared Nurse Essay Example | Topics and Well Written Essays - 500 words

The Masters Prepared Nurse - Essay Example "The Hospital That Could Cure Health Care" in the December 2009 Newsweek talks about the Cleveland Clinic. This is a the hospital that President Obama visited in July to determine what efficient healthcare was like. The Cleveland Clinic has such things as a miniature robot that repairs a heart valve through an inch long incision, a computer system that allows doctors to read patients charts and write orders from anywhere in the world and interactive supply closets. When a nurse removes something from a supply shelf, the supply is registered and a self guided robot cart brings replacements from the warehouse. They are an upscale hospital who built their efficiency after the Toyota factory and the Japanese inspired lean thinking model (Adler & Interlandi, 2009) The CEO here is unusual and forward thinking. He has already banned the hiring of smokers and does urine tests on employees for nicotine. He presently wants a policy to ban hiring people who are obese but the law will not yet allow him to do that. Things like potato chips have been banned from the hospital vending machines. However, Cleveland Clinic has produced the most cost efficient care in the United States in the last two years.

The risk of cultural issues in written communications Essay

The risk of cultural issues in written communications - Essay Example A good example is given by Tannen & Saville-Troika (1982, p. 41), about an Egyptian pilot called a traffic controller of Greek origin, asking if it was safe for the plane to land in Cyprus. The controller responded with a silence to mean refusal but the Egyptian interpreted that as acceptance and proceeded with the trip to Cyprus, only to be fired at by the Greeks in Cyprus while approaching the run way. Another cause is the complete language barrier between non related languages such as Russian and English, unlike the case between French and English whereby many words and closely related in spelling and pronunciation. Most of the Russians do not understand or speak English at all (Gudykunst 2003, p. 62). Likewise, Many English speakers do not understand Russian. In such a scenario, if a speech is presented in Russian, an English man will lose some important points. As mentioned before, in a miscommunication and misunderstanding in cross-cultural interaction, people lose the exact meaning of the communication and may respond in undesired ways. In cross cultural conversation, participants may decide to deliberately mislead the hearers, and convince them with false information. For example, Reynolds (2004, p. 38) argues that a participant may masquerade as being of greater social status than his or her true position in the society is. In a written communication, this can be more misleading because apart from just hearing wrongly, the reading itself may be wrong from the onset. Once a misunderstanding has occurred from cross-cultural communication, there should be a quick way to resolve and clarify on the specific errors. For example, it is a good practice to apologize and make possible clarification as suggested by Pride (1985, p. 62). With apology, the hearer’s may not be able to take offence. Where possible, the communication between different cultures ought to

Capstone Experience (Strategy and Alignment) 1 Assignment

Capstone Experience (Strategy and Alignment) 1 - Assignment Example ot given the authority nor the responsibility to address customers’ complaints, the process of resolving these issues would be delayed and would cause dissatisfaction. In the current process, whenever there are customers who complain, the issue is elevated to the supervisor or manager for the needed decision. The structural misalignment using the RAEW tool is responsibility without authority (Strategy and Alignment, 2014). As emphasized in the RAEW tool, the â€Å"technique is intended to clarify to people the part they play in performing a specific business function within the enterprise† (YouSigma, 2008, p. 1). Thus, it identified the role and responsibilities of the customer service representative and those tasks outside of their jurisdiction. The misalignment could be fixed with clearer policies and procedures regarding addressing customers’ complaints. The organization could determine the usual complaints encountered in their work setting and determine the appropriate ways to address these. Thus, routine complaints could be addressed directly by the customer service representatives without referring the matter to their supervisors. In this regard, resolution to customers’ complaints would be immediate and

Commercial aviation management functions Essay Example | Topics and Well Written Essays - 1500 words

Commercial aviation management functions - Essay Example This approach to pricing management came about as a response to the liberalization of air transport that led to high competition among service providers. Aviation companies realized that they could increase their revenues by selling the same seats in an airplane to customers based on what they were willing to pay, â€Å"as opposed to using unit cost as the only factor in pricing† (Shy, 2008, p.23). Yield management started as an analysis of variable demand but it grew to an advanced stage of complexity where it now seeks to determine how customers respond to pricing (Hayes & Miller, 2010). Yield management brings about a number of related benefits to commercial aviation. First, it increases revenue without increasing the cost of providing services (Quain & LeBruto, 2010). The revenue comes from selling units produced but not consumed under the unit based pricing model. The second advantage of yield management is that it brings about increases in profits, and not just gross sales (OFallon & Rutherford, 2010). In fact, the overall increase in gross sales in usually marginal compared to the percentage increase in profits. Without it, the seats sold under yield management would bring in zero revenue. The third advantage of using yield management is that it makes it possible for commercial aviation to â€Å"maximize revenue from available capacity† (Rouse et al., 2010, p.57). Commercial airlines sell seats that they would have flown unoccupied at low cost hence they get extra revenue. Finally, it assures revenue despite cancellations when one of the conditions for l ow fare tickets includes a non-refund policy (Button, 2010). Under most unit-based costing systems, refund policies lead to loss of revenue if buyers request for a refund. Yield management in commercial aviation has two objectives. These are, â€Å"to get the best average fare (‘yield’) possible†, and secondly, â€Å"to fill