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MOS-P2K exam Dumps Source : PowerPoint 2002 Core

Test Code : MOS-P2K
Test designation : PowerPoint 2002 Core
Vendor designation : Microsoft
: 32 existent Questions

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Microsoft PowerPoint 2002 Core

promoting the brand interior | killexams.com existent Questions and Pass4sure dumps

in case you feel of advertising and marketing, you more than possible feel of advertising and marketing to your consumers: How are you able to persuade extra people to purchase what you promote? however a further “market” is simply as crucial: your personnel, the very people who could accomplish the company advance alive to your valued clientele. Yet in their toil helping executives advance and discharge branding campaigns, my colleagues and that i Have discovered that companies very commonly ignore this essential constituency.

Why is internal marketing so crucial? First, because it’s the premier solution to support personnel accomplish an impressive emotional connection to the products and functions you promote. with out that connection, employees are more likely to undermine the expectations set through your advertising. In some circumstances, here's as a result of they effectively don’t consume into account what you Have promised the public, in order that they respite up working at cross-functions. In other circumstances, it could live they don’t really believe in the company and suppose disengaged or, worse, adverse toward the company. We’ve establish that when americans charge about and accept as True with within the brand, they’re encouraged to toil harder and their loyalty to the industry raises. employees are unified and inspired by passage of a typical feel of train and id.

regrettably, in most corporations, inside advertising is done poorly, if at all. while executives admire the should maintain americans suggested concerning the enterprise’s mode and path, few endure in intelligence the should convince personnel of the brand’s vigor—they consume it as a given. What’s more, the individuals who're charged with inside communications—HR specialists, usually—don’t Have the advertising potential to talk efficaciously. recommendation is doled out to personnel within the sort of memos, newsletters, and the like, however’s not designed to persuade them of the stout point of the enterprise’s brand. The advertising and marketing branch might procure worried as soon as in a while to declare personnel about a brand current advert push or branding effort. but the intent constantly is to inform people what the industry is doing, now not to sell them on the ideas.

we now Have discovered that by means of applying lots of the concepts of buyer advertising to inside communications, leaders can book personnel to a higher figuring out of, and even a passion for, the company vision. applying these principles allows for employees to “are living” the vision of their every day activities. And when personnel reside that imaginative and prescient, consumers are a Good deal extra likely to undergo the industry in a mode that’s in line with what you’ve promised. I’ll profile the concepts of inside advertising and marketing in here pages.

precept 1

select Your second

Most americans Have limited tolerance for alternate initiatives, and branding and visioning workout routines are not any exception. but at certain turning points, instances when the enterprise is experiencing some fundamental problem or change, employees are looking for route and are incredibly receptive to these initiatives. Such moments can create either high-quality or indigent energy—enthusiasm for brand current classes or unproductive rumormongering. Turning facets are as a result surest alternatives for an internal branding campaign; managers can direct americans’s energy in a favorable direction by clearly and vividly articulating what makes the enterprise special. certainly, we’ve establish that inner branding efforts launched with out the momentum this kindhearted of second can generate practically everyone the time fail. and not using a natural turning element, managers searching for to raise the brand internally could necessity to fabricate this sort of moment, perhaps via launching a current advertising method.

British Petroleum seized such an opening when it merged with Amoco and then ARCO. It rebranded itself as BP, redesigned its brand, and launched a push simultaneously to group of workers and the generic public declaring that it was going “past petroleum.” The company repositioned its company and Place apart its id as an oil industry to develop into an power company, moving from an ancient-fashion, closed industry enterprise to an open, collaborative, new-economic undertaking. This smash with the previous gave personnel from each of the original groups a brand current and numerous identity. A survey that become taken after the inner branding crusade was launched showed that 76% of personnel felt favorably towards the brand current brand, eighty% had been aware of the company values that constituted the brand current brand messages, and a plenary 90% concept the industry become entering into the usurp path.

the advent of current management is yet another opportune second for inside rebranding. carcass of workers foretell to hear from a current leader rectify away and are continually open to current ideas at such times. Carly Fiorina exploited this window when she took over Hewlett-Packard. She took a private hobby in the branding strategy and performed an lively role. To exhibit her commitment, Fiorina looked in launch classified ads, which asserted that, “the common beginning-up will act enjoy one once more.” The company’s current tag line, “Invent,” grew to become a mantra inner the business, and cofounder bill Hewlett’s storage, where he and Dave Packard made their first inventions, grew to live a emblem in each inside and external communications. a brand current chief rediscovering the business’s legacy released a surge of power everyone the passage through the organization.

in a similar way, when Arthur Martinez became named CEO of Sears in 1992, he took abilities of his current duty to energize and headquarters of attention personnel, using advertising and marketing equipment akin to surveys, focus organizations, and a current tag line to tug the company out of a sales stoop. It worked: income picked up, and esprit did, too.

however selecting your second additionally capability figuring out when to drag back. Martinez and other Sears executives, energized by using their success, stepped up the push in the years that followed. They didn’t know when to depart smartly adequate on my own, and, through 1998, employees Have been so overwhelmed with advertising materials that they started to feel at a loss for words and disconnected. A basic case of initiative fatigue set in as flooring team of workers were inundated with messages that had dinky relevance to their departments, accomplished survey after survey, and misplaced big revenue time attending myriad training courses. One frustrated executive turned up at a meeting with a wheelbarrow holding one month’s value of memos, questionnaires, and academic movies. The second had evidently passed. So, at that yr’s annual meeting, in a paradoxical application to recapture the energy of 1993, the CEO introduced that there would live “no current initiatives, no current huge ideas.” The lower back-to-basics approach came as a relief to personnel and reenergized them across the consumer service topics they had embraced five years prior. these days, the enterprise maintains a low-stage, constant movement of internal marketing initiatives but has curtailed internal campaigns in order to achieve a extra applicable pace.

precept 2

link internal and exterior marketing

employees should hear the identical messages that you dispatch out to the marketplace. At most companies, besides the fact that children, inner and external communications are sometimes mismatched. This can too live very difficult, and it threatens personnel’ perceptions of the enterprise’s integrity: they're informed one thing by administration but consume a remark at that a unique message is being despatched to the public. One medical health insurance company, for example, advertised that the welfare of patients changed into the business’s number 1 priority, while personnel Have been informed that their main purpose turned into to raise the cost of their inventory alternatives through cost rate reductions. And one principal monetary features establishment advised customers that it became making a tremendous shift in focus from being a fiscal retailer to a monetary adviser, but, a 12 months later, research confirmed that the consumer undergo with the industry had not changed. It turned out that enterprise leaders had no longer made an application to promote the alternate internally, so employees had been nevertheless churning out transactions and hadn’t modified their conduct to match their current adviser role.

Enabling personnel to bring on consumer expectations is essential, of path, but it’s now not the only occasions a company needs to match inside and exterior messages. one more judgement is to aid push the enterprise to achieve desires that might otherwise live out of attain. In 1997, when IBM launched its e-company crusade (which is broadly credited for turning across the enterprise’s image), it selected to disregard research that advised consumers were unprepared to embrace IBM as a pacesetter in e-company. however to the outdoor world this gave the imprint of an external marketing effort, IBM was additionally using the crusade to align employees across the thought of the web as the passage forward for expertise. The internal crusade modified the passage employees notion about every thing they did, from how they named items to how they prepared group of workers to how they approached promoting. The push became a hit generally since it gave employees a sense of route and goal, which in flip restored their self assurance in IBM’s means to augur the long elope and lead the technology industry. today, analysis shows that people are 4 instances greater likely to affiliate the term “e-business” with IBM than with its nearest competitor, Microsoft.

The category of “two-method branding” that IBM did so correctly strengthens both sides of the equation. inside advertising turns into more suitable since it can draw on the equal “big concept” as promoting. client advertising becomes more advantageous since the messages are developed according to personnel’ habits and attitudes, as well as on the enterprise’s strengths and capabilities—certainly, the matter matters are drawn from the enterprise’s very soul. This system may respite up in a extra different advertising thought as a result of marketers usually attend to create a message that’s pleasing to the business.

in everyone probability even more crucial, by taking personnel into account, an organization can obviate creating a message that doesn’t resonate with team of workers or, worse, one that builds resentment. In 1996, United airlines shelved its “Come wing the friendly Skies” slogan when presented with a survey that revealed the depth of consumer resentment towards the airline business. with a view to own up to the industry’s shortcomings, United launched a current campaign, “Rising,” by which it sought to distinguish itself by means of acknowledging negative service and promising incremental advancements corresponding to greater nutrients. whereas this changed into a logical premise for the push given the tenor of the instances, a crusade specializing in shoppers’ distaste for flying changed into deeply discouraging to the team of workers. employee resentment eventually made it inconceivable for United to carry the advancements it turned into promising, which in flip undermined the “Rising” pledge. Three years later, United decided worker opposition turned into undermining its success and pulled the campaign. It has because moved to a greater inclusive brand message with the line “United,” which both audiences can include. privilege here, a primary precept of advertising—find and address a consumer challenge—failed United because it did not respect the internal market.

When it comes to execution, essentially the most typical and efficient technique to link inner and external marketing campaigns is to create external promoting that objectives each audiences. IBM used this tactic very without problems when it launched its e-company campaign. It took out an eight-web page advert in the Wall highway Journal declaring its current vision, a message directed at both purchasers and inside stakeholders. here's a dear strategy to tangle attention, but if used sparingly, it is the strongest ilk of communique; really, you want carry out it best once for everyone within the enterprise to read it. There’s a symbolic talents as smartly. this sort of tactic signals that the enterprise is taking its pledge very significantly; it too signals transparency—the identical message going out to each audiences.

advertising isn’t the best solution to hyperlink interior and exterior advertising. At Nike, a pair of senior executives now hold the additional title of “corporate Storyteller.” They deliberately avoid stories of fiscal successes and concentrate on parables of “just doing it,” reflecting and reinforcing the enterprise’s advert campaigns. One tale, for example, recollects how legendary educate and Nike cofounder bill Bowerman, so as to build a far better shoe for his team, poured rubber into the household waffle iron, giving start to the prototype of Nike’s noted Waffle Sole. via speakme about such inventive moves, the company hopes to retain the spirit of innovation that characterizes its advert campaigns alive and neatly within the company.

but whereas their messages Have to live aligned, organizations necessity to too preserve exterior guarantees a bit ahead of inner realities. Such promises deliver incentives for personnel and give them whatever thing to reside up to. in the Nineteen Eighties, Ford grew to become “satisfactory Is Job 1” from an interior rallying bellow privilege into a consumer slogan according to the possibility from cheaper, more respectable japanese cars. It did so earlier than the declare became fully justified, however via placing it in the public enviornment, it gave personnel an incentive to suit the japanese. If the engage is pushed too a long passage ahead, although, it loses credibility. When a beleaguered British Rail launched a push adage carrier improvements beneath the banner “We’re Getting There,” it did so upfront. by using drawing attention to the gap between the engage and the reality, it precipitated destructive press insurance. This, in flip, demoralized group of workers, who had been legitimately arrogant of the service advances they had made.

precept three

carry the manufacturer Alive for employees

The goal of an internal branding push is awfully corresponding to that of an exterior campaign: to create an emotional connection to your industry that transcends any one selected journey. within the case of personnel, you too necessity the connection to inform the passage they strategy their jobs, however they don’t interact with consumers. You wish them to Have the manufacturer vision of their minds and to accept as True with even if or not they're supporting the manufacturer in every determination they make. How carry out you carry out this? a considerable deal the identical manner you domesticate the connection with external audiences. You deserve to blueprint and execute knowledgeable branding push to introduce and clarify the messages after which beef up them by means of weaving the company into the material of the enterprise. The messages may silent live directed at employee “touch-aspects,” the day-to-day interactions that feel the manner americans event the Place of work.

an expert branding crusade is simply what it sounds like. It takes the sort of a buyer branding crusade, with a collection of stages that begins with research and continues during the planning and execution of a communications mode designed to convince your employees of the merits and credibility of your manufacturer. And designing and executing this crusade should live the advertising and marketing branch’s accountability. The advertising americans Have the fundamental capabilities, they recall the context surrounding the exterior crusade, and, perhaps most critical, they are uniquely placed to match the inner push to the external crusade.

Market analysis is a given for any consumer marketing campaign, but businesses seldom Place money into such analysis when their personnel are the audience. corporations can expend many of the equal tools for the internal market that they'd expend for buyers: focus corporations, in-depth interviews, and surveys. they could then map their findings to create a huge vivid of the culture that suggests where distinctive subcultures reside and the passage counsel flows through the corporation. Why vanish to the main issue? because as soon as businesses find out what’s on americans’s minds, they can tailor their campaigns for this reason.

Miller Brewing company took worker attitudes very significantly when it launched a current inside branding push aimed toward improving worker morale. The enterprise conducted an in-depth examine, which published that employees took excellent delight in the enterprise’s subculture of brewing, mythologized via reports equivalent to that of founder Frederick Miller carrying the yeast in his pocket from Germany in 1855. The interior crusade became a companionable gathering of employees’ passion for remarkable beer. larger-than-existence posters of employees embellished the breweries, depicting workers as industry heroes. The enterprise additionally allotted substances reinforcing the campaign, together with a booklet celebrating the vocation of brewing and T-shirts emblazoned with “I accomplish Miller Time.” based on principle 2, these interior findings influenced and mirrored Miller’s external customer advertising, which drew on the brand’s legacy of workmanship. the current television advertisements duty employees speakme to the digital camera, expressing their passion for Miller beer. An added bounty of interior research: by gathering studies enjoy that of Frederick Miller, groups can accomplish inescapable that enterprise folklore doesn’t stroll out the door when lengthy-time period employees vanish away—retaining the tradition for future generations of personnel.

Following research, the subsequent stage is to blueprint the campaign, a full-blown communications mode enjoy Miller’s that mirrors a buyer marketing method. In thinking concerning the campaign, excellent executives should silent first reply some key questions: What carry out personnel suppose of the business? What carry out they want them to believe? what is going to persuade them of this? And why should they respect us? as soon as these questions were answered, the toil of developing communications substances can begin.

sadly, the style most groups strategy this project is so normal, so removed from the company’s frontline realities, and, frankly, so dull, that the very prospect of the push and the current espresso mugs is likely to immediate a collective groan, or, worse, mockery on the water cooler. to beat individuals’s herbal cynicism, the push and the communications materials Have to ring true for employees and should draw on the business’s very soul, reflecting and reinforcing what individuals charge about and what makes them advance to toil in the morning. substances Have to live freed from jargon and grandstanding and must focus on the essence of the enterprise.

To live advantageous, these substances must live as creative and mob pleasing as the substances you bring to an exterior viewers. just as in a buyer promoting crusade, you should surprise and attraction your audience. here is a role of persuasion, now not guidance, and dry, useless substances will without retard live shelved or discarded. (For recommendation on making these materials compelling and positive to personnel, remark the sidebar “how to Create Communications substances employees Will really Use.”)

When it comes to supplying the message, it’s tempting to ship out a memo, a video, or a kit of colorful materials and accept as True with it accomplished, but there’s no supersede for personal contact from the organization’s maximum stages. certainly, failure to talk at a private stage can undermine the most sophisticated and costly rebranding crusade. The failure of the merger of Deutsche bank and Dresdner pecuniary institution in 2000 can live attributed partially to the failure of administration to steer Deutsche’s investment bankers of the vision for a passage the newly merged company would compete. Many key personnel left, and the danger of a mass walkout compelled Deutsche to abandon the deal after considerable damage to the balance price of both businesses.

It’s worth noting that research performed early on can pay off when it involves implementation. if you’ve recognized a subculture of resistance, for instance, you may give additional attention to the resisters in case you roll out the manufacturer. Or in case you’ve discovered who the most influential employees are—the ones who configuration the attitudes of those around them—then that you may target these personnel without delay, and, in case you procure them on board, they could assist procure the notice out.

The closing stage of a branding push is comments and participation from the goal viewers. For big, geographically diverse groups, the company intranet may too live a Good facilitator of communication and interplay. certainly, we’ve establish that in agencies that don't expend intranets for candid communicate, personnel inevitably flip to exterior net sites enjoy the Vault to whinge in regards to the business. Accenture understood that risk when it rebranded in January 2001. It created an interactive internet web site to allow people to hope questions and remark at the replies to questions others had posted. Joe Forehand, Accenture’s CEO, too comprises a comments button on each inside message he sends to employees and for my allotment responds to every question or recommendation.

As yet, despite the fact, the expertise of this medium is unfulfilled. There isn't any motive, for example, why the chairman can’t Webcast occasional “hearth chats,” a opening undreamed of by passage of outdated generations of managers. but don’t let the net become an alternative to countenance time or running the corridors: fireside chats can too live broadcast to diverse company areas in order that everyone and sundry can consume allotment without delay, but the leader shouldn’t hole up in his or her office to convey the message.

fireplace chats can gyrate into a allotment of an application to weave the branding into the cloth of the corporation. for the judgement that it’s no longer feasible to behavior a collection of main campaigns—it’s expensive and employees start to tune them out—the enterprise should accomplish each application to involve the branding into regular experiences, in order that employees “reside” the manufacturer always. Such worker touchpoints replicate the buyer touchpoints that Have develop into regularly occurring in buyer advertising, the Place each aspect of interaction with the customer is a chance to beef up the company. (some of the most fulfilling examples of purchaser touchpoints are retail outlets enjoy Niketown or UPS’s trucks and uniforms, that are deliberately styled after the defense coerce to specific self-discipline and punctuality.)

the most obtrusive vicinity to inaugurate is the enterprise’s physical area. When Condé Nast asked the architect outspoken Gehry to design a cafeteria for the places of toil (home of Vogue and vanity fair, among others), he used curved glass panels to reflect the see-and-be-viewed tradition of the style magazine world. And Nike celebrates its legacy and devotion to athletes by means of naming key landmarks on the company campus after sports legends: Bowerman pressure ends up in the campus, where you’ll find the Joe Paterno infant development core and the Bo Jackson fitness middle.

corporations can too toughen the brand very without hardship through enterprise policy. considerable Bicycle items, which employs 195 americans within the suburbs of Minneapolis, contains as allotment of its imaginative and prescient commentary a commitment to maintaining the environment. To carry the imaginative and prescient alive for the people who toil there, the company offers a fiscal reward: employees who live within ten miles of the enterprise are paid $2 a day to bicycle, carpool, or consume a bus to work. The cash is paid in credits towards the enterprise’s products. Recruiting and hiring guidelines are different areas that may duty touchpoints. Hollywood Video, which regards its ardour for motion pictures as its differentiation from the mammoth Blockbuster chain, requires that personnel exhibit competencies of and enthusiasm for films. Southwest airlines is wide-spread for fastidiously assessing candidates’ personalities privilege through interviews, rating everyone abilities hires—from pilots to mechanics—on a scale of one to 5 on seven traits corresponding to the brand’s core values. while different groups might respect best more traditional values enjoy integrity or accountability, Southwest preserves its entertaining company character by means of hiring only individuals who're an pattern healthy.

via incorporating the company vision into these worker touchpoints, organizations, over time inculcate the vision into the employee undergo to the extent that on-manufacturer behavior turns into instinctive. Apple is an obvious example, as are Disney and Virgin airlines. It’s no accident that, regardless of bold challenges from the PCworld, there remains common Apple zealotry both interior and outdoors the company.

with the aid of weaving the manufacturer messages into employees’ generic experiences, managers can accomplish certain that on-manufacturer conduct becomes instinctive.

Amid the coerce to advance current items and squeeze charges out of operations, interior marketing is simply not noted. in any case, in times of pecuniary stress, even external advertising and marketing budgets are scrutinized, despite the universal undeniable fact that exterior advertising is crucial. nonetheless it is a reality of company that if employees carry out not charge about their business, they'll within the conclusion contribute to its demise. And it’s up to you to give them a motive to care.

A version of this article seemed in the January 2002 challenge of Harvard industry overview.

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i vanish the further mile, retain efficient perspective –Segun Afolabi | killexams.com existent Questions and Pass4sure dumps

Kore Ogidan

08027655347 (SMS simplest)

[email protected]

Segun Afolabi, 25, is an investment banking analyst with Afrinvest West Africa limited. He talks about his job, ambition and toil ethics

inform us about your academic historical past.

I even Have a Bachelor in Economics from Covenant institution, Ota, Ogun State. prior to that, I had my secondary faculty training at Latmos comprehensive school, Egbe, Lagos. For my elementary training, I attended St. Ebenezer Nursery and first faculty, Idimu, Lagos. I actually Have additionally taken a number of on-line lessons in finance and accounting – two key pillars of my chosen career route.

inform us about your job.

i am a Senior investment Banking Analyst at Afrinvest (West Africa) confined. they are dynamic in four essential areas – investment banking, securities buying and selling, asset management and investment research. within the funding banking division, they give a titanic selection of services including capital raising, mergers and acquisitions advisory, corporate restructuring, divestitures and spin offs, and valuation and equity opinions.

what is your job description?

My job as an investment banking analyst is quite dynamic. My day by day routine stages from getting ready pitch books for corporations across diverse sectors of the pecuniary system to designing and making ready monetary and valuation fashions for customers’ transactions as well as marketing documents comparable to funding teasers, counsel memorandum and management displays.

moreover, I supply technical lead to management.

Why this job?

during my internship within the administration consulting division of KPMG Nigeria, after my third 12 months on the university, i used to live assigned to a team that developed a monetary model for a pecuniary establishment. i was intrigued by the effectiveness of the model in making sound company decisions, and that i wanted to create that price for many greater enterprises in Nigeria. i was, therefore, really excited when the probability to toil at Afrinvest offered itself. i will live able to everyone the time live completely providential that I took edge of it.

What challenges carry out you countenance and how carry out you surmount them?

The greatest challenge I countenance at toil is juggling assorted assignments on the same time. i'm moderately skilled within the paintings of constructing engaging shows the usage of Microsoft PowerPoint. as a result, my colleagues across other enterprise units often ship me presentations for me to toil on and while I Enjoy the manner, these tasks are usually not concerning my core job feature.

To limpid up this problem, I even Have facilitated Microsoft PowerPoint practicing classes for my colleagues in different departments. this fashion, i'm capable of prioritise my core deliverables and convey high-level shows.

What other components helped you to overcome intricate tasks?

One factor I Have continuously leveraged on is relationships I Have developed over the years. every time i'm confronted with a tricky project, I reach out to americans i know who may Have encountered equivalent concerns in the past to procure a clearer sense of course.

What are the bizarre achievements you’ve had seeing that you begun working at Afrinvest?

all the passage through the launch of their most synchronous mutual fund, I had to consume the front seat as a 2nd-yr analyst on the transaction as the crew needed to toil on different pressing projects. They correctly launched the fund which recorded about 70 per cent subscription privilege through the present duration.

What features carry out you believe a leader should possess with the intention to live a success?

i am a powerful proponent of servant management. I dependence such a leader is stronger in a position to cheer following from the team participants. additionally, I accept as True with that having a vision as a leader is not satisfactory for achievement; a frontrunner should silent live in a position to sell his imaginative and prescient to his group.

the Place did you toil earlier than joining Afrinvest?

Afrinvest turned into my first job after adolescence carrier. however, during my provider year, I worked on the company finance division of Jos electricity Distribution enterprise.

How carry out you blueprint on rising to the appropriate?

One factor I even Have followed about a success individuals is their unwavering doggedness to procure issues done. This often requires long hours of labor and going above and past the muster of obligation; but it will pay off on the conclusion.

i am, hence, resolute in always going the further mile when given assignments while preserving a positive perspective perpetually. additionally, the investment banking trade is one that thrives on relationships, so i am constructing extra relationships across the business.

What are your lengthy-time period goals?

I long to create a monetary ecosystem that leverages technology to give advisory capabilities to diminutive and medium scale enterprises that are unable to Have enough money the capabilities of mainstream investment banks.

who're your position models?

My group Managing Director, Ike Chioke, and the Deputy Managing Director, Victor Ndukauba – these two individuals problem me to live a far better edition of myself.

What are your other pastimes?

I savour teaching. i am at the second one of the most facilitators at EduBridge Academy, an investment banking and consulting academy that seeks to support students, graduates and working experts live taught the expertise required to procure jobs in funding banking and consulting.

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Statistical thinking for 21st century scientists | killexams.com existent questions and Pass4sure dumps

Abstract

Statistical science provides a wide sweep of concepts and methods for studying situations matter to unexplained variability. Such considerations enter fields ranging from particle physics and astrophysics to genetics, sociology and economics, and beyond; to associated areas of application such as engineering, agriculture, and medicine, in particular in clinical trials. Successful application hinges on absorption of statistical thinking into the matter matter and, hence, depends strongly on the field in question and on the individual investigators. It is the job of speculative statisticians both to live alive to the challenges of specific applications and, at the same time, to develop methods and concepts that, with Good fortune, will live broadly applicable.

To illustrate the breadth of statistical concepts, it is helpful to judge of the following sequence, in drill is often encountered in a different order:

  • Clarification of research questions in a intricate situation.

  • Specification of the context for study, for example, the preference of individuals for entry into a clinical trial.

  • Issues of metrology: How are key features best measured in the context in question, and how secure is the measurement process?

  • Considered broadly, there may live many aspects of study design. The generic aims are to achieve a reasonable flush of precision, an absence of systematic error, and economy and breadth of interpretation, sometimes by answering several interconnected questions in one study. (i) Data collection, possibly including monitoring of data quality; (ii) data analysis, usually in various stages from the simple descriptive onward; (iii) summary of conclusions; (iv) interpretation:What is the underlying interpretation of what has been found? What are the relations with other toil in the field? What current questions Have been raised?

    General statistical considerations may enter at everyone these stages, even though in essence they are everyone key matter matter concerns.

    Phrases often heard nowadays are titanic data, machine learning, data science, and, most recently, deep learning. titanic data Have been around a long time, but the talent to resolve such data other than on a sampling basis is new. Key issues concern first the relevance of the data, especially if they are collected in a sense fortuitously. Then, there may or should live worries over quality. Some titanic data, for example, those obtained in the investigation at CERN leading to the Higgs boson, are of very high quality. However, in other situations, if a diminutive amount of execrable data may live quite misleading, a big amount of execrable data may live exceedingly misleading. The third aspect is more technically statistical. The simpler methods of precision assessment may issue to testify a very narrow aplomb corps on the conclusions from the titanic data, and this narrowness may give a seriously overoptimistic view of the precision achieved.

    The other newer themes of statistical concepts involve primary ideas coming with cumbersome computer science emphasis. These are often aimed at empirical prediction from Noisy data rather than with probing the underlying interpretation of the data or with issues of study design or with the nature of the measurement process.

    The theory and drill of computer-age statistics are, for the most part, a case of current wine in frail bottles: The fundamental tenets of Good statistical thinking Have not changed, but their implementation has. This has been a matter of necessity. Data collection for a modern scientist can bound in seven-league boots, thanks to spectacular advancements in equipment—notable examples involve microarrays and DNA sequencers in microbiology and robotic telemetry for astronomy. Along with titanic data comes titanic questions; often, thousands of hypothesis testing and estimation problems are posed simultaneously, demanding careful statistical discussion.

    Statisticians Have responded with much more flexible and capacious analysis methods. These depend, of course, not only on the might of modern computation but too on powerful extensions of classical theories, which shift the cross of mathematical analysis onto computable algorithms but claim careful discussion for the formulation of principles. The examples that ensue are too diminutive to qualify as titanic data but, hopefully, are titanic enough to procure the concept across.

    A study at a pediatric hospital in Guatemala followed some 1800 children over a 12-year period ascend in 2002 (1). Ten percent of the children were abandoned by their families during their stay. The goal of the study was to identify the causes of abandonment. The key response variable was time, the number of days from admission to abandonment. For 90% of the children, abandonment was never observed, because of they left the hospital or the study period ended, in which case time was known only to exceed the number of days of observation. In common terminology, time was heavily censored.

    More than 40 possible explanatory factors were measured, only 6 of which will live discussed here: distance, the distance of the child’s home from the hospital; date, the date of the child’s admission measured in days since the study’s beginning; age and sex of the child; and everyone or AML, indicating that the child was suffering from acute lymphoblastic leukemia (ALL) or acute myeloid leukemia (AML) (a worse prognosis). everyone of the variables were standardized. (Note that everyone and AML are two of several diagnoses under consideration, everyone of which were considered “others” for this analysis.)

    Proportional hazards is a modern regression methodology that allows the unbiased comparison of potentially causative factors for a censored response variable (2). Table 1 shows its output for the abandonment study. Date for instance has a very strongly negative estimate, indicating that abandonment was decreasing as calendar time went on. Distance was strongly positive, suggesting increased abandonment from remote home locations. Neither age nor sex yielded significant P values, although there is some suggestion that older children did better. Likewise, neither everyone nor AML achieved significance, but, perhaps surprisingly, AML children seemed better off.

    Table 1 Proportional hazards analysis of the abandonment data.

    Estimated date coefficient of 1.660 is strongly negative, indicating decreased abandonment as study progressed.

    In addition to the parameter estimates (Table 1, column 1), proportional hazards theory too provides approximate gauge errors (column 2). The bootstrap (3) was used as a check. Each bootstrap data set was formed by sampling the 1800 children 1800 times with replacement; thus, child 1 might issue twice, child 2 not at all, child 3 once, etc. Then, the proportional hazards model was elope for the bootstrap data set, giving current estimates for distance, date, age, sex, ALL, and AML. Two thousand bootstrap data sets were independently generated, yielding the bootstrap gauge errors in column 5 of the table. For instance, the 2000 bootstrap estimates for distance had an empirical SD of 0.068, nearly the same as the speculative SE of 0.072. With the temper exception of date, the other comparisons were similarly reassuring.

    The bootstrap replications can live used to address a variety of other inferential questions. figure 1 shows the histogram of the 2000 bootstrap estimates of the disagreement AML minus ALL. Only 34 of the 2000 exceed 0, yielding a one-sided bootstrap P value of 0.017 (34 of 2000) against the null hypothesis of no difference.

    Fig. 1 Two thousand bootstrap replications of disagreement between AML and everyone proportional hazards coefficients.

    The proportional hazards algorithm required perhaps 100 times as much computation as a gauge linear regression, whereas the bootstrap analysis multiplied the cross by 2000. Neither theory would Have been formulated in the age of mechanical calculation. They are discussed in chapters 9 and 10 in the study of Efron and Hastie (4), along with a suite of other computer-intensive statistical inference methods.

    At the fundamental level, statistical theory concerns learning from experience, especially from undergo that arrives a dinky bit at a time, perhaps in Noisy and partly contradictory forms. Modern equipment allows modern scientists to cast wider experiential nets. This has increased the cross on the statistical learning portion of the scientific process. Their next example, taken from chapter 6 in the study by Bradley and Hastie (4), shows the learning process in action, using statistical ideas proposed in the 1950s but which are only now routinely feasible.

    Figure 2 concerns a study of 844 patients undergoing surgery for stomach cancer. Besides the removal of the central site, surgeons often remove surrounding lymph nodes, malignant or negative. For patient i, i = 1, 2, …, 844, letEmbedded Image

    Embedded Image

    andEmbedded Image

    Embedded Image

    where pi is the balance of positive nodes; ni varied between 1 and 69. The histogram in Fig. 2 depicts the 522 patients with pi > 0, that is, having at least one positive node; 322 of the patients, about 38%, had pi = 0, represented by the big dot.

    Fig. 2 Observed balance P of malignant nodes for 522 patients having P > 0; 322 patients (38%) had P = 0, as indicated by the big dot.

    It is reasonable to imagine that each patient has a frailty parameter θi, indicating how supine he or she is to positive nodes and that they are seeing binomial observations

    Embedded Image

    Embedded Image

    Equivalently, xi is the number of heads observed in ni independent flips of a coin having a probability of heads θi. If the ni’s were large, then pi = xi/ni would nearly equal θi. However, many of the ni’s were diminutive (eight of them equaling 1); hence, Fig. 2 gives a badly distorted picture of the distribution of the θi’s.

    Empirical Bayes methods allow us to recoup a Good evaluate of what a histogram of the 844 True θi values would remark like. They assume that the θi’s Have some prior density g(θ); g(θ) is unknown but assumed to belong to a low-dimensional parametric family. Here, log g(θ) was assumed to live a fifth-order polynomial in θ. Maximizing the likelihood of the observed data (ni, xi), i = 1, 2, …, 844, over the coefficients of the polynomial yielded the evaluate of g(θ) pictured in Fig. 3. It shows that most of the frailties are diminutive (59% less than 0.2), but there are big ones too (7% above 0.8).

    Fig. 3 Estimated prior density for frailty parameter θ, with median value θ = 0.09.

    Having estimated the prior density g(θ), they can expend the Bayes rule to cipher the posterior density of θi given patient i’s observed values ni and xi. This is done for three of the patients in Fig. 4. Patient 1, with ni = 32 and xi = 7, is seen to almost certainly Have θi less than 0.5; patient 3, with ni = 18 and xi = 17, almost certainly has frailty θi greater than 0.5; and patient 2, with ni = 6 and xi = 3, could conceivably Have almost any value of θi. This kindhearted of information may live valuable for recommending follow-up therapy that is either more stringent or less.

    Fig. 4 Posterior probabilities of frailty parameter θ for three hypothetical patients.

    The observed data ni = 32 and xi = 7 delineate direct statistical evidence for patient 1. It provides, among other things, the direct evaluate P1 = 7/32 = 0.22 for θ1. circuitous evidence, from the other 843 patients, too contributed to the posterior probability density for patient 1 depicted in Fig. 4.

    An increased acceptance of circuitous evidence is a hallmark of modern statistical practice. Both frequentist techniques (regression algorithms) and Bayesian methods are combined in an application to bring immense amounts of possibly apposite “other” cases to endure on a separate case of particular interest, that is, patient 1 in the nodes study. Avoiding the difficulties and pitfalls of circuitous evidence motivates much of current statistical research.

    We emphasize the current high flush of fruitful application and methodological development. However, this is anchored in a long history going back particularly to the considerable early 19th century mathematicians, Gauss and Laplace. Their statistical toil was motivated by concerns over the analysis of astronomical data. Quasi-philosophical disagreements over the meaning of probability Have rumbled on since then. Their attitude is eclectic, but in the ultimate analysis, they remark a contrast, not a conflict, between the expend of probability to delineate in idealized configuration patterns of variability in the existent world and its expend to capture the skepticism of their conclusions. Controversy centers mostly on the second, and more than one approach may live fruitful. However, in the ultimate analysis, they are using probability as a measuring instrument, and in some sense, it must live well calibrated.

    We Have worked as statisticians for a combined total of 125 years (72 and 53 years of experience, respectively) and both of us fully retain their enthusiasm for the field. It has changed enormously over their lifetimes and no doubt will continue to carry out so. Yet, at the heart of their matter are core issues about skepticism and variability that Have both a permanent value and an exciting continuing challenge that is conceptual, mathematical, and computational.

    SPECIAL NOTE: The Editors invited authors David Cox and Bradley Efron to submit this article to honor their receipt of the 9th Edition (2016) BBVA Foundation Frontiers of information Award in Basic Sciences for revolutionizing statistics.

    This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial license, which permits use, distribution, and reproduction in any medium, so long as the resultant expend is not for commercial edge and provided the original toil is properly cited.

    References
  • E. Alvarez, M. Seppa, K. Messacar, J. Kurap, E. A. Sweet-Cordero, S. Rivas, M. Bustamante, L. Fuentes, F. Antillón-Klussmann, P. Valverde, M. Castellanos, S. C. Howard, B. Efron, S. Luna-Fineman, Improvement of abandonment of therapy in pediatric patients with cancer in Guatemala. J. Glob. Oncol. (2016).doi:10.1200/JGO.2016.004648

  • B. Efron, T. Hastie, Computer Age Statistical Inference: Algorithms, Evidence, and Data Science (Cambridge Univ. Press, 2016).


  • The Myths of Product Management | killexams.com existent questions and Pass4sure dumps

    ♬ Listen to this myth or Read it

    There Have been a bunch of articles lately from designers on product management in the Silicon Valley. It’s making me slightly crazy, so I’m going to write a short and slovenly essay from my perspective. I’ve been a designer, a design manager, a startup CEO, a product manager and a GM who managed multidisciplanary teams. I’ve got some insights.

    Caveats! I Have lived in Palo Alto/San Francisco for over 20 years, and worked at Good companies (Yahoo back in the day, Linkedin, Zynga, and more) with really Good PMs. So my view is skewed by both Place and luck.

    #1 Product Management Is a current Thing in Tech.

    People, I got into the interwebs in 1995, and software already had PMs. Web design was everyone shiny and current and half the companies had PMs, half had producers, and many had Project Managers. But by the time they were partying enjoy 1999, everyone around here had Product Managers.

    #2 Product Managers Don’t Know What They Do

    No, YOU don’t know what they do. They know what they do, they carry out everything.

    I used to live a restaurant manager. I hired, I fired, I greeted customers, and made certain they were happy, I did the books, and worked with the chef to pick the special, wrote it up on the board outside, and bought ads in the local paper. And when the prep cook didn’t advance in, I chopped vegetables and frequently my fingers. Oh, and the when the dishwasher didn’t advance in… you procure the picture. That is what a product manager does.

    They Have their core job: keeping product/market fit, minding and growing metrics, and coordinating teams to that end. But the Good ones, the ones I got to toil shoulder to shoulder with, carry out whatever it takes to retain the product healthy and strong. If that means designing an interface change in PPT because the designer left at 5pm and the engineer needs something to toil with, he will. If that means running to costco for beer for launch night, she does it. If that means setting up Google ads because marketing doesn’t Have time for his product, he will. If it means learning SQL… well, you procure the picture.

    #3 Product Management is pretty much enjoy UX Design.

    If only! Wow, the job would live so much easier if that was everyone there was.

    Designers procure everyone snotty when no one knows the disagreement between interaction design and information architecture. But what carry out you know about PMs?

    People talk about product managers enjoy they are monolithic, but there are three flavors: engineering, industry analyst and UX.

    Engineering flavored PMs are often ex-engineers, are considerable for working with engineers in difficult problems enjoy search & recommendations systems.

    Business analyst flavored PMs are the optimizers. They are masters of AB testing, SEO and growth hacking.

    UX Flavored PMs are considerable at product/market fit. They focus on user functionality & experience, and are Good at onboarding, support & mistake msgs.

    In the Silicon Valley, you’ll often hear them referred to as “Product People.” It’s frequently said in a tone of admiration. Product People really procure their market and the humans in it, and charge about making the privilege product for them that thrives and survives. They are the unique folks who can combine industry and user needs into successful products.

    Product People fight with design the most often because they are siblings. They charge about the same things. They’ll procure into a huge argument about where navigation goes, or the shape of a submit button.

    But they Have different jobs with overlapping NOT identical interests. The Product Person is T-shaped, caring both about the user and the business, and often fights about that submit button because she worries about click-through. This is allotment of a host of responsibilities she juggles, along with acquisition, retention, that upcoming software rearchitecture and the metrics review.

    The UX designer (sometimes called a Product Designer, or Interaction Designer) is a specialist, focusing on designing both interaction and UI. The designer is much deeper in the details of the design (as it should be) but can lose sight of the role the design plays in context of the larger business. He sometimes fights for the user to the detriment of the business’s health (as it never should be.) Companies that can’t stay in industry don’t provide anyone any value. If you’ve ever had to declare a customer you are shutting down their favorite product, you’d feel how difficult that is.

    Business analyst PMs are often considered loathsome or tedious by designers, and engineering ones incomprehensible. Which is a tragedy, because algorithms could expend some more user-centeredness, and qual and quant are enjoy peanut butter and jelly.

    Even though PMs Have different skills and specialties, they rarely consume on specialty titles. Unlike interaction designers or visual designers, a PM doesn’t Have the luxury of not doing the allotment of the job they don’t understand. If you are a Product Person and the time comes to carry out your KPIs, you suck it up.

    #4 Product Managers Don’t charge About Process (or treasure Agile/Lean/Waterfall)

    I’ve heard a lot of folks hope where product management conferences are. There are a pair recent ones, but historically product managers are much more interested in their market space than a process. This means they attend conferences on search or local or wearables. Most procure their process from their engineers and their designers, and are willing to reconcile to what keeps their team providential and working.

    Lean is changing that to a degree, but in my undergo it’s the service disciplines obsessed with process, and the PMs are willing to carry out whatever works.

    #5 Product Manager is CEO of the Product.

    I’m actually OK with this one. Not because the job of CEO and PM is the same, but because no matter what it is or who made a mistake, you, the PM, are responsible. enjoy a CEO. Your bounty goes away when Google launches a competitor, your job disappears if you read the market wrong or your engineers estimated poorly. No matter who makes the mistake, it’s your responsibility to fix it.

    Unlike the CEO, the PM don’t Have firing power. So while they’ll Have responsibility for making certain the product is successful, they are working with engineers and designers who report to someone else. They Have to expend persuasion and influence to shape the direction of the work. Those are Good skills to learn if you want to grow into CEO one day and not live a micromanager. Sadly, some PMs expend the only power they carry out have, over final product decisions, to try to procure some control over their future.

    Good PM’s lead teams, execrable PM’s prescribe product choices.

    However, since the PM does not design nor code the product, the execrable ones often find themselves made mostly extraneous by the team they so desperately need. And since that team is likely missing censorious data and market understanding (different than user understanding), the product fails.

    Good ones set vision and goals, inspire, support and coordinate, and measure metrics to learn and refine the product. Sometimes it silent fails. It’s silent your fault.

    Anyhow

    I recall back in 2002 when I worked at Yahoo managing a titanic team of designers, and one interaction designer just hated the PM she worked with. She didn’t procure why this PM was always coming over, asking her to accomplish changes, wondering why things were late (and they were. late, that is.) She just wanted to live left solitary to design.

    Then they rearranged seats, and designers were embedded in their product teams. They had a one on one, and she said, “God, I feel so sorry for that PM. Everything is her fault. People yell at her everyone day.” And she decided she’d try to accomplish that PM’s life easier, really listen to the PM’s needs rather than declare her what she should do. Oh, and try to deliver on time.

    I’ve never forgotten that, even when I was the one everyone was yelling at, held liable for numbers I couldn’t always control because of market forces. I realized that whenever there was conflict, there was probably a necessity of understanding. And understanding leads to empathy.

    Designer, Have some empathy. carry out some user research. consume your PM to lunch. hope them what his dreams are, hope how she is compensated. hope what his biggest challenges are. hope her what the best designer she ever worked with was like. Maybe you’ll find out she has a difficult job, and you are allotment of the judgement why. Maybe you’ll find a passage to live successful together.

    Go give your PM a hug.

    — ❤ —

    MORE?

    You might want to read this article next:

    I Have a current book out on goal setting and execution:

    Marty Cagan has a frail book out on Product Management that is my favorite:

    Follow me on Twitter to procure current articles and updates.



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    Operations & Process Management: Principles & Practice for Strategic ImpactOperations & Process Management: Principles & Practice for Strategic Impact
    By Nigel Slack, Alistair Jones
    Publisher : Pearson (Feb 2018)
    ISBN10 : 129217613X
    ISBN13 : 9781292176130
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    Our ISBN13 : 9781292176130
    Subject : Business & Economics
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    Computer Security: Principles and PracticeComputer Security: Principles and Practice
    By William Stallings, Lawrie Brown
    Publisher : Pearson (Aug 2017)
    ISBN10 : 0134794109
    ISBN13 : 9780134794105
    Our ISBN10 : 1292220619
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    Subject : Computer Science & Technology
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    Urban EconomicsUrban Economics
    By Arthur O’Sullivan
    Publisher : McGraw-Hill (Jan 2018)
    ISBN10 : 126046542X
    ISBN13 : 9781260465426
    Our ISBN10 : 1260084493
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    Subject : Business & Economics
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    Urban EconomicsUrban Economics
    By Arthur O’Sullivan
    Publisher : McGraw-Hill (Jan 2018)
    ISBN10 : 0078021782
    ISBN13 : 9780078021787
    Our ISBN10 : 1260084493
    Our ISBN13 : 9781260084498
    Subject : Business & Economics
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    Understanding BusinessUnderstanding Business
    By William G Nickels, James McHugh, Susan McHugh
    Publisher : McGraw-Hill (Feb 2018)
    ISBN10 : 126021110X
    ISBN13 : 9781260211108
    Our ISBN10 : 126009233X
    Our ISBN13 : 9781260092332
    Subject : Business & Economics
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    Understanding BusinessUnderstanding Business
    By William Nickels, James McHugh, Susan McHugh
    Publisher : McGraw-Hill (May 2018)
    ISBN10 : 1260682137
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    Our ISBN10 : 126009233X
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    Subject : Business & Economics
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    Understanding BusinessUnderstanding Business
    By William Nickels, James McHugh, Susan McHugh
    Publisher : McGraw-Hill (Jan 2018)
    ISBN10 : 1260277143
    ISBN13 : 9781260277142
    Our ISBN10 : 126009233X
    Our ISBN13 : 9781260092332
    Subject : Business & Economics
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    Understanding BusinessUnderstanding Business
    By William Nickels, James McHugh, Susan McHugh
    Publisher : McGraw-Hill (Jan 2018)
    ISBN10 : 1259929434
    ISBN13 : 9781259929434
    Our ISBN10 : 126009233X
    Our ISBN13 : 9781260092332
    Subject : Business & Economics
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    MOS-P2KMOS-P2K
    By Peter W. Cardon
    Publisher : McGraw-Hill (Jan 2017)
    ISBN10 : 1260128474
    ISBN13 : 9781260128475
    Our ISBN10 : 1259921883
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    Subject : Business & Economics, Communication & Media
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    MOS-P2KMOS-P2K
    By Peter Cardon
    Publisher : McGraw-Hill (Feb 2017)
    ISBN10 : 1260147150
    ISBN13 : 9781260147155
    Our ISBN10 : 1259921883
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    Subject : Business & Economics, Communication & Media
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