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The new challenges of marketing

Marketing was established as a function within a company to analyze e gestire i rapporti con il mercato. Se in origine si limitava a indurre le persone a consumare per soddisfare i propri bisogni, nel giro di pochi anni ha finito per manipolare i bisogni delle persone, moltiplicando i consumatori, creando nuovi finti bisogni e quel clima di insoddisfazione materiale tipico di una società “usa e getta”. La tendenza odierna è di far crescere la funzione del marketing in tutte le piccole e medie imprese. Aggiungere strumenti utili alle aziende è sempre un fatto positivo, purché applicati nei tempi e nei modi corretti. La necessità di ripensare al marketing deriva in primo luogo dall'opportunità di riportarlo presto alla sua concezione originaria di essere al servizio delle persone prima che dei consumatori and secondly by the appearance of two new phenomena too important to be left vague.
The first is the emergence of the new figure of the citizen-consumer, critical and socially responsible. The consumer passive receptor of the proposals that are on the side of production is giving way to a person who wants to consume in a critical way. With its purchase decisions and his behavior the consumer intends to help build the supply of goods and services of which it is market demand. Not just the most celebrated value for money, but want to know how that certain goods were produced during production and if the company has complied with the fundamental rights of individuals. In this regard, the economist e filosofo John Stuart Mill parlava già nell'ottocento di “ sovranità del consumatore ”. Recenti ricerche hanno mostrato come l'80% dei consumatori europei ha dichiarato di essere disposto a pagare un prezzo leggermente più elevato se il dippiù delle imprese dalle quali acquistano beni o servizi va a finanziare iniziative socialmente rilevanti.
Il secondo ha a che vedere con la distinzione fra qualità codificata e qualità tacita. Spostare le produzioni di beni e servizi verso una soglia più elevata di qualità è ormai noto ai più, meno chiaro è verso quale tipo di qualità. Fino ad ora il marketing si è preoccupato della qualità codificata, ovvero quella che può essere also confirmed by a third party, and the future challenge will be to improve the quality of tacit, or that which can be determined only by the consumer, and to concentrate on techniques for communicating. For example in the world of banking services quality coded regard to contractual terms on your current account, the interest rate for a mortgage, corporate banking services , etc. ... Little attention, however, is paid to the quality implied that the availability to be received in good time by your manager, to build a relationship of trust with the bank, to have an adequate response to their needs and how to be treated by the various operators. With refer instead to the PC market as we see all the manufacturers have the same quality coded building computers with the same specifications but different levels of quality implied when we realize that we are not assisted in decent manner in both technical failures in operational difficulties.
At present there are ready-made recipes to include these two new developments in the marketing, but at least serve a key task suggested by the philosopher Bertrand Russell and that is to offer solutions but do not ask the right questions to guide future choices.

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Italy Cinderella of renewable

do not need to take the side of environmentalists and skeptics to realize that the energy future of our planet is in finding affordable physical and chemical devices to harness the sun. The data show that to cope with the current global energy consumption (370 EJ in 2000) would be enough to cover about 0.1% of the earth's surface with some devices capable of transforming, with 10% efficiency, light and heat the sun's energy in . Today the Italian
surface equipped with solar panels for water heating home is 20 times lower than that of the cold Germany and 13 times lower than in Greece. In Italy in 2001 was only 7% of installed PV capacity in the EU. The delay of Italy is not just about energy solar, but in general the use of renewable resources.
In Europe, the installed wind power capacity is 40,000 MW. In Italy there is an installed capacity of 870 MW, which provides only 0.4% of national production of energy. Until now, the production of electricity grew by installing wind turbines planted on the ground ( onshore), but in recent years, wind technology has evolved dramatically mainly due to the contribution of Japanese scientists who have installed cylindrical structures, like towers and several kilometers high, anchored a few meters above the sea (offshore ) able to take advantage of the updrafts of warm air tropical areas. Why in Italy
news on nuclear energy and coal are taken, and not on renewable energy innovations are taking hold?
There would be a multiplicity of causes at stake, it is clear, however, the disproportion between the overbearing use of energy and the knowledge of it. In view of the great advantages is acknowledged that renewable energies are also disadvantages that make them today not entirely expensive than "low" price of fuel. That's why the articles were constructed incentive systems through asking the SMEs to become energy producers and not just mere consumers.
The Ministry of Environment issued the notice (published in Official Gazette No. 12 of January 16, 2007) for the promotion of renewable sources for electricity production and / or heat with which it grants to support SMEs through Mediocredito. For companies that submit their applications from next February 26 will be awarded a maximum capital contribution of 50-55% for new photovoltaic systems and 30% for wind, solar thermal and biomass.
The Ministry of Economic Development has developed in recent days the new 2007 energy bill which provides for ten years to reach 3,000 MW of installed power plants favoring those more integrated into the outer surfaces of the civil and industrial buildings. The tariffs paid for the next 20 years as a whole increased by 10% compared to those given in previous energy bill, ranging from a minimum of 0.36 euro per KWh produced by non-integrated systems with a power greater than a 20 kWp maximum of € 0.490 per kWh for systems integrated with a power between 1 and 3 kWp. Applications are made on March 31, June 30, September 30 and December 31.

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finance SMEs that grow

from ordinary credit to the most sophisticated corporate banking services : This is the new transformation that will guide the relationship between regional banks and SMEs. The Italian economic system is composed mainly of SMEs that do not seem able to undertake a convincing growth path. Economists identify dimensional problem in one of the main causes of low productivity and poor competitiveness in foreign markets. The "dwarf" business is certainly linked to historical and cultural reasons, but surprisingly, the financial situation of backwardness that allows you to start a process of growth in size. On the one hand, banks should acquire knowledge and skills to offer more advanced financial services, other companies should understand that adopt an internal finance function is an investment.
This delay is evidenced by the limited use of corporate banking services , instead Abroad is the driving force for growth. The corporate banking is the collection of financial services provided by banks to businesses, from traditional to more advanced ( asset management, hedging, etc ...). Until now, the banks offered businesses the basic services: Opening a bank account, manage payments and receipts, your valuables, the provision of a loan. Especially small businesses need an expansion of supply of services to meet the competitive challenges and internationalization. One tool that can be useful in the operations of foreign trade is one-credit for export. The problem of Italian companies exporting to the guarantee of receiving payment from the importer abroad and want to settle in advance certain trade receivables. In this respect, Italy is in the public Institute for Foreign Trade Insurance Services (SACE), which offers a maximum coverage to 90% for credit provider (Italian exporter financing for the transfer of credits credits credits arising from contracts of supply deferred payments abroad) and 95% for financial credits (granted by Italian and foreign banks). Another tool is the issuance of district bonds, where the bank gets the credit for firms in a same district and provides that a bank loan will be repaid from the sale of the securities market. One of the tools is the unused ' asset management or liquidity management, which, being alien to the operating characteristics of the company and should not be run on the current account of the company, but in a portfolio with a low profile risk. The most innovative service not offered by banks and not required by enterprises, is related to hedge financial risks (hedging ). The goal of business is to protect against all risks which threaten the business management. The bank offers this type of service should identify the most threatening risks (exchange rates, fluctuations in the euro-dollar, variable interest rate, etc ...) and make hedging transactions on the market, typically derivatives. Other services income market could be counted within the corporate banking , but these are for only the giants.
Some surveys show that the choices of financing companies that have exceeded the transition between generations using the services of corporate banking more advanced. Investing in youth is not just rhetoric, but a concrete cover from the risk of inaction.

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How can you reduce the cost The energy

To secure the future of humanity is necessary released in stages by the use of fossil fuels and get energy from other sources. The risk of creating irreparable damage to the environment is now plain for everyone, but the reasons "do-gooders" and "environmentalist" will never be able to convince companies to change their strategic plan. First you should go in terms of comparing the benefits and costs, by one hand, some real alternatives to improve efficiency in energy use, the other forcing companies to internalize the social and health costs arising from 'use of fossil fuels. Second will be necessary for governments to intervene with a serious pattern of incentives and disincentives to ensure that it is very convenient to seek and use new sources of alternative energy. The transition will be slow especially for technical and economic reasons: the cost of fossil fuels compared to other clean energy is still low, there are still substantial reserves available and there is a complex operation of mines, wells, pipelines difficult to replace also for the many interests at stake.
Currently, the only real source of alternative energy, clean, economical, immediate and accessible to all is the energy savings especially in the productive sector. The first challenge is to reduce fuel consumption without compromising production, but what are the practices to eliminate waste in small and medium-sized businesses? In addition to simple common sense actions, one of the most important projects is the possibility of introducing the devices to estimate (in design stage) and control (during operation) of the energy consumption of the production site to get a report on consumption energy production cycle. The goal becomes to organize the process to try to thin the possible points of "peak", where is the maximum amount of energy, defining operations on the structures, components and materials that improve the overall efficiency in the use heat and electricity. Take, for example, a complex of industries (food, agro-food, textile, paper, leather, cement, ceramics and chemistry) with higher incidence of heat consumption set at 9-11 million toe per year 2010. With the actions listed above is unrealistic to achieve a reduction in consumption of 10% or about 1 million toe, the overall efficiency of the cycle of the thermal energy grows from 60 to 67%.
The second challenge is to reduce the costs of energy consumption for the same, but at present can only be accepted by large companies who decided to make a costly structure of energy trading to go directly to the power exchange and buy packets of energy by means of sophisticated financial instruments. With the completion of the liberalization of the electricity market and natural gas SMEs will benefit from savings on expenditure on energy between 15 and 30% compared to the current one.
The energy problem can be solved only if firms take energy as a strategic variable and the public as a stimulus for a new development model that takes account of future generations. The alternative is the prediction of a Saudi said: "My father rode a camel . I drive a car. My son drives a jet plane. His son will ride a camel .