Marketing & Advertising

People often confuse advertising and marketing. The two share some similarities, but there are many differences. Knowing what those differences are can help you grow your company, sell more products and create a better long-term vision for your business.

What is Advertising?

Advertising is making both repeat customers and potential new customers aware of an individual product or service that you're selling. Each advertising plan is geared toward a single product (or service). The advertising of every product or service is unique. For example, advertising a new toaster would be very different from advertising a sale on blue jeans.

Advertising is done through:

• radio and television commercials

• newspaper and magazine ads

• flyers

• brochures

• emails

• web advertisements

• cold calls to potential clients

What is Marketing?

Marketing is a broader range of activities for a product or service. Activities involved in marketing a product include:

• Research

• Advertising

• Sales

• Public relations

• Customer service and satisfaction

Marketing is also geared toward one product or service, but as you can see, it's much more involved than simply advertising a product. Here's a closer look at the different aspects of marketing.

1. Research

It takes a bit of research to effectively market a product or service. Here are some questions you'll want to research as part of your marketing strategy:

• Who are the potential customers for my product?

• What do those potential customers need, and can I provide that need?

• How should I meet those needs?

• What are my potential customers willing to pay? How much should I charge for my product or services?

• Who are my competitors, and what are their strengths and weaknesses?

• What can I do that my competitors can't? (What's my niche?)

2. Advertising

Once you've done your research, you can use that to craft your advertising campaign for your product or service, through the means listed above.

3. Sales

Making sales of your products or services is self-explanatory. If you've done your research and crafted an effective advertising campaign, you'll start to see sales from those efforts. Before you get too excited, there's more work to be done in your marketing campaign.

4. Public Relations

This is your ongoing relationship with the public, and continuous promotion of your business so that people view you in a positive light. This can be done through press releases that result in positive media coverage. You can also go straight to the public by becoming more involved in your community through public service projects. An example could be partnering with a youth services organization to put on an activity for families, or making a donation to a worthy cause. These activities sometimes go hand-in-hand. A community project can garner positive media coverage, which helps you maintain a good reputation in your local community.

5. Customer Service and Satisfaction

Once someone has purchased a product from you, you want to make sure they're happy with the product. You can develop ways to survey your customers, such as a card they can fill out and drop in the mail (postage paid), or an online survey they can take to tell you about their experience with the product. When customers come to you with complaints or questions, make sure you're attentive. This can help head off potential problems in the future. It also helps you plan out future advertising strategies, and learn how to better meet their needs.

As you can see, advertising and marketing are not the same thing. Advertising is just one aspect of your overall marketing plan. The two should go hand-in-hand to help you better meet the needs of your customers.

What Is Marketing Strategy Planning?

Strategic marketing planning is the process that the operational and managerial staff of a company goes through to create and implement effective marketing strategies. Strategic marketing planning takes several aspects of company marketing and promotion into consideration. The aspects that contribute to strategic marketing planning include identifying promotional opportunities and evaluating the marketing opportunities; researching, analyzing and identifying the target markets; developing a strategic position for the company to pursue and how to implement the strategy; preparation and implementation of the marketing plan; and measuring and evaluating the results of the marketing efforts of the company.

Strategic Marketing Plans

Strategic marketing planning involves combining customer experiences with the overall direction the company wants and needs to take in order to succeed. For example, market segmentation plays a vital role in strategic marketing. Geographic and demographic differences in a company"s target markets can affect the purchasing habits of consumers. Strategic marketing planning allows companies to go through the process of identifying what these differences are, and then adjusting marketing messages and presentation of the company and the products and services of the business to meet the individual needs of the different segments of the market.

For example, the Baby Boomers generation has created a surge in need for products and services that range drastically. Some companies have adjusted existing products and services to meet the increase in demand, while other companies with the foresight to strategically plan for the increase, developed new products and services to meet the demand.

Use

Once a strategic marketing plan is in place, the company can use the plan as a guide in conducting its daily business as well as making short-term and long-term decisions. Implementation of the strategic marketing plan typically leads companies to the tactical marketing portion of conducting business. The strategic marketing plan transitions into the company"s plan for product and service development; the communication plan on how the company intends on promoting the business offerings; developing the sales plan; and finally putting together the customer service plan on how the company intends on interacting with current and potential customers.

Benefits

The primary benefit of a strategic marketing plan is that it puts a written guide in place for a business to follow to reach its goals and objectives. The second major advantage of strategic marketing planning is that is allows the business to create and utilize consistent messaging internally and externally. Consistent messaging in marketing creates efficient companies because employees and customers understand what the company offers and how the company offers it. They work toward a common goal. Efficient companies typically see an increase in revenues and market share, while it sees a decrease in expenses. Ultimately, it all leads to an increase in company profitability.

Time Frame

Strategic marketing planning is not a one-time action, but rather an ongoing process. Typically, a company creates a strategic marketing plan that covers short-term (one year) and long-term (two year, three year and five year plans) periods. When a strategic marketing plan is put in place, the company uses it as a guide for six months to one year at a time. The company then evaluates the strategic plan by measuring the results of the marketing programs the plan put in place. After evaluating the strategic marketing plan on a six-month or one-year basis, the company may tweak the plan to improve efforts that didn"t go as planned or to mimic the results of plans that achieved success.

Considerations

Effective strategic marketing planning requires companies to conduct a great deal of research and to really get to know its target market. Companies need to fully get to know who the target market is, how they think and feel, what they do, how old they are, where they live, what their hobbies are and more. Companies need to be able to live, think, breathe and feel like their target market to develop products and services that fit the needs of the target market. Companies need to remember that product and service development needs to have an existing marketing to sell, rather than developing products and services, and then seeking out a target market in which to sell it.

Portfolio analysis – one of marketing análisis

Very popular concept  in the world of marketing, developed by a business consultant to classify the strategic business units based on relative market share and market growth of each product in accordance with their respective positions, whether in the position of question mark, star, cash cow or the dog position. The use of this model would graphically show each different strategic business units can be put together and identify the strategies used to improve the combination of business units. This model can generally be used for various purposes, including:1. To estimate the market growth rate and relative market share of each business unit or product, so the company can know where they are, and how its strength.2. To determine how to manage the business unit if the business unit itself is in a position more than one business unit, for example at the position a question mark, or the dog star.3. To determine the direction of goals, designing strategies, developing marketing programs and budgets which is required.

Matrix of relative market growth of market share has four cells, which each show different characteristics and treatments, namely:1. Question mark– High market growth potential but relatively low market share.- Requires significant investment to follow the rapid growth rates and to shift to a star.- Cash flow tend to be negative, because demand is still very large investment.2. Star– Market growth is very fast, so it allows the company to obtain a large market share.- Need investment to grow as fast as a big growth market, so cash flow is not necessarily positive.3. Cash cow– Generally the cash cow has market growth that is declining.- Can enjoy economies of scale but producing a very high profit margins.- Companies can use this business to support other business units so as not to lose market share or embed return investment to the same product for not switching to cash cow dog. 4. Dog– Market growth is very slow and very low market share, the future of product is miserable- Products generate low profit margins and even losses- Divesture is generally recommended alternative for companies that tend to not experience a prolonged loss.

To create a portfolio matrix, draw a diagram with industry growth on the vertical axis, and market share on the horizontal axis. Then separate the diagram into into 4 squares, or quadrants. Let's look at the example below:

Each quadrant has a name based on the characteristics of products that fall into that quadrant.

• A star is a product with high market share in a growing industry. This product has a high potential to make money in the near future due to its preferred position and the upcoming growth in sales as the industry expands.

• A question is a product with low market share in a growing industry. This product needs to be carefully evaluated to determine if the marketing needed to entice consumers to purchase it will result in profits.

• A dog is a product with low market share in a flat industry. With the lack of growth in the industry, the only way to improve sales is to entice customers away from other competitors, and due to its non-preferred status that will likely only occur with heavy marketing and price discounting. The company is generally advised to terminate the product and reinvest these resources into a more promising product.

• And finally, a cash cow is a product with high market share in a low or no growth industry. This product is preferred by consumers, as shown by its high market share, and not very interesting to new entrants due to the flat sales in the industry. Products with this status can bring in profits to the company for many years – often until technology renders it obsolete – hence the name 'cash cow'.

Advantages And Disadvantages Of Cash Cows

Why would we care about cash cows? Well, cash cows have several advantages for the company that offers them. Let's assume for a moment that you are the owner of a widget company, and your company falls into the cash cow category – by virtue of its 70% market share in the widget industry, and the stability of sales (low to no growth annually). Here are some advantages you would realize by having this product:

• It is preferred by consumers (as shown by your high market share), and generally requires minimal marketing support and investment.

• You can charge higher prices for your widgets, due to their preferred status, so they are relatively profitable. Other companies have to drop their price below yours to interest customers in considering them, so they are less profitable than you are.

• Due to the stability in the industry, there is generally little interest to new products in entering the market, so you won't have new and aggressive competitors entering your market.

• Cash cows can often continue bringing in profits for years – until new technology renders them obsolete.

In terms of disadvantages, your main worry would be the limited opportunity to increase sales, due to the mature market. Sounds like an OK trade-off for the ongoing profits your widget is bringing in, without any real effort on your part!

Summary

Cash cows are high market share products in a mature industry. They often bring in profits to the company that offers them for many years, and can support growth in other company products that are not yet profitable.

Marketing Portfolio for Starbucks

1.0       Executive Summary

The report examines and analyses a portfolio of advertisements from Starbucks. The main segmentation criteria used by Starbucks is psychographic segmentation, targeting customers based on their lifestyle and attitudes. Starbucks aims to create loyal customers and reduce brand switching by offering a wide variety of products and special coffees regularly. Using a combined push-pull strategy, the company mostly relies on advertising, promotions, personal selling, Internal marketing, and public relations, all making good use of AIDCA formula. An important part of this strategy is the (basically) exclusive distribution channel used in the UK and the premium pricing strategy supported by augmented products such as after-sales service. Overall, think these adverts serve the company well by communicating why Starbucks is unique.

2.0       Company Description

Starbucks was chosen because it is one of the most admired and successful coffee companies in the world with more than 6,000 self-operated and licensed stores in 38 countries outside USA (Starbucks Coffee Company, 2008). It serves more than 30 different brands of blend coffee as a roaster and major retailer, as well as iced beverages and other related products. In the UK, Starbucks is the leading operator of branded coffee shops based on turnover (Key Note, 2009). Starbucks primarily competes with other coffee shops, which include outlets that are principally involved in selling coffee and other hot and cold drinks, usually along with some snack foods, such as muffins and cakes, such as Costa Coffee and Caffè Nero. Of the approximately 10,000 coffee shops in total in the UK and the Republic of Ireland, the major branded chains account for around 30% of all coffee-shop outlets (Key Note, 2009). In terms of turnover, Key Note (2009) estimates that the total turnover of all coffee shops in the UK and the Republic of Ireland was £4bn in 2008, with branded coffee shops gaining about 35% of total coffee-shop revenues (about £1.4bn in 2008). Starbucks also indirectly competes with retailers that offer coffee-shop facilities but are engaged mainly in selling other items, such as department and bookshops, as well as retailers that derive their sales mainly from the sale of food, such as Subway and McDonalds.

3.0       Overview of the Adverts in the Portfolio

Seventeen adverts are included in the portfolio in the Appendix. Ten of these are print adverts, while two are from the company"s US website, two are pictures taken of promotional material at Starbucks shops, one is a screen grab of a television ad available on Youtube, and two screen grabs from Starbucks UK"s Facebook page. Various creative approaches are taken, but mostly you will notice a minimalist approach taken to how the adverts are created, especially in the print adverts and there is generally one clear message in each ad. However, the adverts in the Appendix have been categorised based on the market segment that they predominantly target: serious coffee drinkers, socially conscious coffee drinkers, and non-coffee drinkers, with a fourth category added to reflect the fact that food items are also an important revenue stream for the company.

4.0       Segmentation, Targeting, and Positioning

The main segmentation criteria used by Starbucks is psychographic segmentation, targeting customers based on their lifestyle and attitudes about "fairtrade" food (Solomon et al., 2002). The core consumer for Starbucks is the "serious coffee drinker" (upscale market), which it tries to reach with adverts and other promotional material that reflect the quality of the coffee that it serves, as well as displaying its dedication to providing its customers with the best coffee. The third ad in the first series is a screen grab from the US website, showing a range of special coffee blends that the customer can try at the store each week for eight weeks. The final picture in this series shows in-store promotion for the company"s new "Via" brand of coffee that customers can buy and brew at home, again targeted at those who want a good coffee experience.

With the increasing emphasis on corporate social responsibility, Starbucks" is also seeking to develop a market of consumer that are interested in their products being socially conscious. The adverts in this series talk directly to those consumers who are interested in changing the world, one cup of coffee at a time. So these adverts are still aimed at coffee drinkers, but these adverts help the company to project an socially responsible image – flavourful, lively, multifaceted can define the company as much as the (Starbucks) RED coffee.

Above everything, Starbucks is a lifestyle brand and the company aims to attract a wider demographic of customers and so offers several products for the non-coffee drinker (or the less hardcore coffee drinker) who still wants to be a part of Starbucks" social environment. The third set of adverts is aimed at these people, with the first three adverts being for the Frappachino blended beverages, also known as the Summer Drinks flavours, which serve to help the company to reposition itself in developing the non-coffee iced-beverage market. The third ad in the series is especially powerful in getting across the idea that Starbucks is not only about coffee. The final series of adverts also fits into this category somewhat, because (while the food is accompanied by coffee in both promotions), these adverts also show that there are other reasons to indulge in Starbucks other than coffee.This STP strategy seems effective, since the serious coffee drinkers, socially conscious coffee drinkers, and non-coffee drinkers segments are distinct segments, have common needs, respond to market stimulus, and can be reached by marketing (Jobber and Fahy, 2006). The segmentation and targeting used by Starbucks allow the company to position itself as a (socially conscious) high price-high value brand.

5.0       Consumer Buyer Behaviour

Consumer decide on which brand they want to choose based on either the functional benefits, the emotional benefits, or both (Jobber and Fahy, 2006). The function or performance benefits of the brand are important to consumers, but they also choose particular brands because it can be used to express their personality, social status, or affiliation (symbolic purposes) or to fulfil their internal psychological needs, such as the need for change or newness (emotional purposes) (Solomon et al., 2002). Some researchers present purchasing as a problem and is often presented as the buyer decision-making model: problem recognition, information search, evaluation of alternatives, purchase, post-purchase evaluation (Jobber and Fahy, 2006).  For high involvement products, such as high priced products/services (economic risk) and products/services visible to others (psychological and social risk), the consumer often goes through an extended decision-making process that includes all these steps. However, with the prices ranging from £2 for a basic espresso to over £4 for hot lattes, Starbucks" prices are among the highest in the UK, but in the general scheme of things coffee is a low-involvement product. This means that consumer are often engaged in a limited decision making process, or they may see coffee buying as an impulse purchase or a routine purchase. Additionally, if consumers are loyal to a specific brand, they would tend to buy coffee without much information search or evaluation of alternatives (Jobber and Fahy, 2006).

Starbucks is trying to get consumers to get more involved in the product in several ways. First, Starbucks is marketed as a status item and so it is more high involvement (has more economic, psychological, and social risk) than unbranded coffee or cheaper coffee from Subway or McDonalds. Second, the company is using various campaigns, such as "Bold Coffee" campaign and the "Via" taste challenge recently conducted in the UK to get consumers to come into the store continually and try its products. This is a good use of buyer behaviour theory, which predicts that customers may switch brands just to try something new (Jobber and Fahy, 2006). By providing customers with a new flavour to try each week, Starbucks actively manages customers" natural inclination to try new things. And by emphasising its socially responsible behaviour, Starbucks is also providing consumers with more benefits on which to evaluate its products (Solomon et al., 2002). Starbucks is also making good use of consumer buyer behaviour theory by building a strong brand to which customers are loyal, meaning that these customers do not even consider other brands when they are going for coffee, they will immediately choose Starbucks because it is the coffee for anyone who really loves coffee. These adverts are generally aimed at all the stages of the buyer decision-making process. For example, there are adverts that are aimed at the problem recognition stage as these adverts lets the consumer know that these products are available and seek to arouse their motivation to visit Starbucks. Most of the adverts help with information search because they provide information on the functional and emotional benefits that the product can provide. This is the same with evaluation of alternatives, because the aim of all these adverts is to keep Starbucks within the consumer"s evoked set. This is helped by reinforcing the prestigious brand name and providing consumers with a range of tastes and aromas. There are two of the adverts that are asking consumer for action, to purchase something. Finally, there is a help with post-purchase evaluation, as it reinforces to the consumer the benefits of paying £4-5 for a cup of Starbucks coffee and thus reduces post-purchase dissonance (Jobber and Fahy, 2006).

6.0       Promotion

The most common promotional mix elements used by Starbucks are advertising, Internet marketing, personal selling, public relations, and sales promotion.  In terms of advertising, Starbucks spend a small percentage of its revenue on advertising (Subhadra, 2003), relying to a greater extent on its image advertising, such as movie and television placement, in order to promote the success of the business (Kembell et al., 2002). When it does advertise, Starbucks uses print media a lot (as evidenced by the majority of adverts in the sample), as the company"s target market tends to be educated people who do more reading than average (Kembell et al., 2002).

In terms of Internet marketing, show that Starbucks spends a lot of its promotion time and money on interacting with customers. Its Internet promotions are often done in a manner that lets customers interact with the product or leave comments, even if they are not directly able to interact with Starbucks staff. The company engages in personal selling through their passionate baristas in the store. The focus is on customer service by providing the perfect cup of coffee to customers every time. In terms of public relations, show one aspect of this, as the company is often engaged in charitable causes and highlights this through its promotional material. Finally, there is also sales promotion, as highlighted, which takes the form of samples.

In terms of promotional strategy, the company uses a push strategy, which involves the active engagement of customers using direct selling channels and emphasising promotion and advertising (Jobber and Fahy, 2006). At the same time, there are elements of a pull strategy being used, as the company has developed a highly visible brand to encourage customers to seek out its products.

7.0       Communication strategy

The message that Starbucks is sending in each advert is very clear. For example, the adverts expressing the quality of the coffee that consumers should expect to get when they visit Starbucks. The same can be said about the adverts, which clearly show that Starbucks is not only for coffee and also that the high quality that is offered to coffee drinkers are also offered non-coffee drinkers. Similarly, the adverts clearly express the company"s social conscience.

The adverts effectively communicate the company"s brand values by making good use of the AIDCA formula: attention, interest, desire, conviction, and action (Jobber and FAhy, 2006). The clean palate and the bold fonts used easily catch people"s attention and can generally be read from afar. Similarly, the way the products or brand is presented tend to draw interest. Other adverts present testimonials.

8.0       Pricing

There are different pricing strategies available to firms and each will be optimal in different situations (Jobber and Fahy, 2006). One strategy is premium pricing, which is also called a high price-high quality strategy, and this allows the firm to charge higher prices because there is something unique about the product. Exclusivity is partially derived from price because more expensive products exclude some consumers who might like to buy them (Solomon et al., 2002). It is therefore expected that the high status products will to cost more than the mundane brand. In line with this, Starbucks" adverts do not contain pricing information because product pricing is premium, which is due to the company"s commitment to quality products and a high level of customer service. Indeed, the only time price is mentioned in the sample of adverts is when the company is depicting low prices as suspicious and how higher prices can change the lives of others . In this way, the pricing strategy is again used to reinforce the brand as being socially responsible and helping to justify the price (and reduce dissonance). The premium pricing strategy has to be carried out throughout the life of the product (Solomon et al., 2002). For example, using deep discounts and other price promotions are generally not  the best tactics when selling status goods. Therefore, while Starbucks will use promotions where it gives customers things for free for trial, it does not engage in price promotions to any extent (Kembell et al., 2002).

9.0       Product

The marketer has a lot of control over the product offered. The core benefit that Starbucks offers is providing customers with an opportunity to take a break from their busy lives in a relaxing atmosphere. The tangible products that are offered include coffee and tea beverages, whole bean and ground coffee, food items, and coffee-related equipment. In terms of the augmented product, Starbucks offers after-sales service in the form of wireless connections and atmosphere in store, as well as providing customers with some education about coffee and coffee making and an interactive website.

As noted, Starbucks is as much about the experience of drinking coffee (or some other drink)  as it is about the coffee or the tea itself. This indicates that Starbucks" brand is about its product, its people, as well as the in-store experience (Strehle and Cruickshank, 2004). The brand is communicated very effectively by the adverts, especially the repeated brand logo which uses complex graphics to help in product identification. The elements of the brand communicated through the adverts in the portfolio include: high quality coffee, rich taste, variety of choices of complementary food and beverage, warm, friendly, and homelike store atmosphere, and socially responsible/caring.

10.0     Place

Exclusivity is partially derived from whether a good is available. By limiting the number and type of distribution outlets in which consumers are able to purchase the product, marketers restricts access and thus protect the perceived exclusivity of the product (Solomon et al., 2002). To main this exclusivity, the main distribution strategy for Starbucks" is sales through stores, which is explicitly stated in Pictures 10 and 14 although most of the adverts bring across the message that Starbucks is a coffeehouse. The company is now embarking on the sale of "Via" ready brew coffee, to complement its sales of coffee beans, all of which are available directly from the store only. The adverts are definitely trying to pull customers into the store to try new coffee flavours and new products (Thomson and Strickland, 1999). Having products available only through Starbucks is congruent with the image the company wants to portray.

11.0     Critique and Recommendations

The brief exposition presented shows that Starbucks uses a variety of elements within its adverts, but most importantly, these adverts reinforce the company"s position as a (socially conscious) premium quality coffeehouse. These simple adverts that focus on quality and experience seem to serve Starbucks well by telling the story of what makes the company special; highlighting what customers can expect to get from Starbucks that they cannot get elsewhere. The main areas in which others compete with Starbucks is on price, and so the adverts are reiterating that price is not always the most important thing by communicating the company"s unique position and value to its to customers.

Starbucks" marketing strategy continues to be one of its main strengths as it uses traditional advertising less than many others, instead relying to a greater extent on its image advertising (Kembell et al., 2002). This has made the company image on its key areas of success and as consumers have become more socially responsible, Starbucks has followed that trend in incorporated that aspect into their image as well. Going into the future, it is important that Starbucks positions its brand as an experience so as to entice new customers.

References

*http://www.wahm.com/articles/what-is-the-difference-between-advertising-and-marketing.html

*http://marketingforbeginner.blogspot.com/2011/01/portfolio-analysis-one-of-marketing.html

*http://education-portal.com/academy/lesson/cash-cow-in-marketing-definition-matrix-examples.html

*http://www.ukessays.com/essay-examples/marketing-essay-examples/marketing-portfolio-for-starbucks.php

Publications

*Latin America and Caribbean Economic Outlook http://www.zonaeconomica.com/omar-gomez-castaneda/latin-america-and-caribbean-economic-outloo

*International Economic Outlook

http://www.zonaeconomica.com/omar-gomez-castaneda/international-economic-outlook

*The Commodities http://www.zonaeconomica.com/the-commodities

*GLOBAL ECONOMIC OUTLOOK FOR 2010 http://www.zonaeconomica.com/omar-gomez-castaneda/global-economic-outlook-2010

*Planning your move into Management http://www.monografias.com/trabajos95/planning-your-move-into-management/planning-your-move-into-management

About the Author

Post-Doctor Omar Gómez Castañeda,Senior,Ph.D

Programa en "Business Management"(Gerencia de Negocios) en La Salle

Extension University de Chicago,Estado de Illinois,Estados Unidos.(1981).

La Salle Extension University Alumni

Chicago, IL-417 South Dearborn Street

Omar Ricardo Gómez Castañededa(Student Number 2747760-100) Class of 1981

http://www.allhighschools.com/school/la-salle-extension-university/999037902

Doctorado en Administración de Negocios,Mención:Dirección de Negocios con el grado de "Magna Cum Laude" de University of Aberdeen International,Registrar Office 560, South Winchester Blvd.,Aberdeen,South Dakota 57401.

Toll Free.(877)2192187.

Toll Free Fax.(877)2134578.e.mail:[email protected]

Dirección Electrónica:http://aberdeen.edu-sd.us.

Este título doctoral está Notariado Legalmente ante la Notaria Pública del Distrito de Columbia, Washington,D.C el 14 de Enero del 2008 por la Notaria Pública,Amy Broxterman y certificada su firma en la misma fecha por el Secretario del Distrito de Columbia,bajo el expediente Nº 185715,siendo la suscrita,

Stephanie D Scout,expidiendo respectivamente la Apostilla de la Convención de La Haya del 5 de Octubre de 1961 donde Venezuela está adscrita a nivel internacional como país miembro.

Traducido y Legalizado el Título asi como las notas en Agosto del 2008 ante la República Bolivariana de Venezuela por el Intérprete Público Venezolano,René Ron Pereira,G O Nº 38040,de fecha 8 de Octubre del 2004,el cual fué registrado en la Oficina Principal del Registro Público del Distrito Capital,bajo el Nº 232,delProtocolo 232,Tomo 7, el 27 de Julio del 2004 e inscrito en el Juzgado Segundo de Primera Instancia en lo Civil de la Ciudad de Caracas,el día 13 de Agosto del 2004,bajo el Número E-6251.

Autenticada la firma del Profesor René Ron por la Dra Sara A Dávila Z,Notario Público Trigésimo Noveno del Municipio Libertador Interino,C.I.V.Nº 12890483, del Ministerio del Poder Popular para Relaciones Interiores y Justicia,según planilla 162984 de fecha 5/9/2008,inserto bajo el Nº 47,Tomo 216 de los libros de autenticaciones,Caracas,Distrito Metropolitano.

Registrado el Título el 11 de Septiembre del 2008 en la Oficina Principal de Registro Público del Estado Lara bajo el Nº 2922,Folio 122,Protocolo Unico,Estado Lara,Venezuela.

Lista de los institutos acreditados

University of AberdeenInternational (SD)

Acreditados EE.UU.

University of Arizona Internacional

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University of Central Arkansas (AR)

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University of Central Florida (FL)

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University of Central Oklahoma (OK)

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Autor:

Post-Doctor Omar Gómez Castañeda,Senior,Ph.D