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Market segmentation is widely defined as being a complex process consisting in two main phases:

– identification of broad, large markets

– segmentation of these markets in order to select the most appropriate target markets and develop Marketing mixes accordingly.

Everyone within the Marketing world knows and speaks of segmentation yet not many truly understand its underlying mechanics, thus failure is just around the corner. What causes this? It has been documented that most marketers fail the segmentation exam and start with a narrow mind and a bunch of misconceptions such as “all teenagers are rebels”, “all elderly women buy the same cosmetics brands” and so on. There are many dimensions to be considered, and uncovering them is certainly an exercise of creativity.

The most widely employed model of market segmentation comprises 7 steps, each of them designed to encourage the marketer to come with a creative approach.

STEP 1: Identify and name the broad market

You have to have figured out by this moment what broad market your business aims at. If your company is already on a market, this can be a starting point; more options are available for a new business but resources would normally be a little limited.

The biggest challenge is to find the right balance for your business: use your experience, knowledge and common sense to estimate if the market you have just identified earlier is not too narrow or too broad for you.

STEP 2: Identify and make an inventory of potential customers’ needs

This step pushes the creativity challenge even farther, since it can be compared to a brainstorming session.

What you have to figure out is what needs the consumers from the broad market identified earlier might have. The more possible needs you can come up with, the better.

Got yourself stuck in this stage of segmentation? Try to put yourself into the shoes of your potential customers: why would they buy your product, what could possibly trigger a buying decision? Answering these questions can help you list most needs of potential customers on a given product market.

STEP 3: Formulate narrower markets

McCarthy and Perreault suggest forming sub-markets around what you would call your “typical customer”, then aggregate similar people into this segment, on the condition to be able to satisfy their needs using the same Marketing mix.

Start building a column with dimensions of the major need you try to cover: this will make it easier for you to decide if a given person should be included in the first segment or you should form a new segment. Also create a list of people-related features, demographics included, for each narrow market you form – a further step will ask you to name them.

There is no exact formula on how to form narrow markets: use your best judgement and experience. Do not avoid asking opinions even from non-Marketing professionals, as different people can have different opinions and you can usually count on at least those items most people agree on.

STEP 4: Identify the determining dimensions

Carefully review the list resulted form the previous step. You should have by now a list of need dimensions for each market segment: try to identify those that carry a determining power.

Reviewing the needs and attitudes of those you included within each market segment can help you figure out the determining dimensions.

STEP 5: Name possible segment markets

You have identified the determining dimensions of your market segments, now review them one by one and give them an appropriate name.

A good way of naming these markets is to rely on the most important determining dimension.

STEP 6: Evaluate the behavior of market segments

Once you are done naming each market segment, allow time to consider what other aspects you know about them. It is important for a marketer to understand market behavior and what triggers it. You might notice that, while most segments have similar needs, they’re still different needs: understanding the difference and acting upon it is the key to achieve success using competitive offerings.

STEP 7: Estimate the size of each market segment

Each segment identified, named and studied during the previous stages should finally be given an estimate size, even if, for lack of data, it is only a rough estimate.

Estimates of market segments will come in handy later, by offering a support for sales forecasts and help plan the Marketing mix: the more data we can gather at this moment, the easier further planning and strategy will be.

These were the steps to segment a market, briefly presented. If performed correctly and thoroughly, you should now be able to have a glimpse of how to build Marketing mixes for each market segment.

This 7 steps approach to market segmentation is very simple and practical and works for most marketers. However, if you are curious about other methods and want to experiment, you should take a look at computer-aided techniques, such as clustering and positioning.

The world has undergone enormous changes over the past decade. We now live in a world where communication is paramount. It seems that everyone and everything is connected in some way.

For school students this has made things much more efficient. Research papers that used to involve hours of laborious effort, can now be researched and documented without ever touching a card catalog or a periodical index. Worlds of information are now available at the click of a mouse.

Questions that people pondered without any answer previously can now simply be typed into any convenient search engine and answered almost immediately. There are countless sites filled with informative short articles all over the Internet. Videos and music can now be seen on demand and news from across the world can be delivered in an instant.

There are some people who worry that the technological revolution and evolution we are experiencing today is moving too fast. There seems to be a loss of privacy in some respects and the specter of a Big Brother society looms larger than it has since 1984. Whether their fears are well founded or not will remain to be seen, but it is unlikely that people will ever willingly give up the almost instant connections to our wired world.

Flying in the face of these fears are individuals who share their worlds through their blogs. What used to be shared with only close friends is now put online for millions of people to see if they should happen upon the blogger’s website. Individuals are learning to take advantage of this by using their well placed blogs to sell products and services. The internet has allowed individuals an opportunity to step on to the same playing field as the big boys of business. With the right information and the ability to get it seen, anyone can now reach the masses and share their thoughts, feelings and even sales pitches.

Businesses as well as individuals have come to rely on the Internet as a source of advertising and actual sales. Entire business models have been constructed and thriving based solely on using Internet websites. It is rare today to find a traditional brick and mortar establishment that does not have some type of online presence. Any business that does not adapt and grow to keep up with the newest technology seriously risks being left behind in the wake of their competitors who choose to ride technology’s leading edge.

Time will tell where this all will lead. We should make the most of the positive possibilities technology promises, but we should also keep a careful watch on where we are going.

 

Over the past 15 years or so, we have been told that a healthy lifestyle is important. Scientists recommend we should be accumulating on average 60 minutes of exercises a day in order to maintain healthy levels. What exactly does that number mean? Over the course of a regular day, we should be doing some sort of physical activity that adds up to approximately 60 minutes. Whether it is in the gym on the treadmill or just in the garden for the afternoon, adding physical activity is vital.

First we need to know what actually constitutes exercise. The term Healthy activity can be broken down in to three categories; Cardiovascular, Resistance, and Flexibility.

Cardiovascular training

It is recommended to do cardio 2 or 3 times a week. Depending on your fitness level., cardio can consist of a nice walk with your dog, or a vigorous run on the treadmill. Ideally you are trying to increase your cardio capacity. which has many health benefits.

Resistance Training

Part of living an active lifestyle is by doing some sort of resistance training at least 2 times a week. That doesn’t mean you have to go to the gym and lift weights, you can easily do it at home by doing movements as simple as pushup and sit-ups, or by using something like resistance bands. Resistance training is just as important as cardiovascular activity and adds to your overall physical health.

Flexibility (stretching)

After you exercise, it is recommended you stretch for roughly 10 minutes, holding each stretch for 15-30 seconds. Stretching is crucial to maintain flexibility and reduce the chance of injury from exercise.

Benefits of Exercise

So now we know that working out is important, but what are the actually benefits of living an active lifestyle? Below are just 5 of the countless benefits of being active.

Reduces the Risk of Dying Prematurely – Those living a healthy active lifestyle live longer compared those who are more sedentary.

Lowers the risk of developing diabetes – Exercise keeps body fat in control and helps regulate sugar levels

Increase muscular strength – Having an increase in strength helps make daily activities less difficult.

Helps reduce the risk of heart disease – Regular exercise strengthens the heart, respiratory system, and lungs which aids to reduce the risk of heart disease.

Decreases Body Fat – Exercise along with a balanced diet will reduce body fat significantly.

As you can see there are many excellent benefits of living an active lifestyle. By adding a small amount of cardio, resistance training and some stretching to your daily routine, the overall benefits are almost endless. Essentially being healthy is about adding balance to your life. You don’t have to be a Lance Armstrong, or a Venus Williams to be considered active, you just have to add some extra activities to you routine.

 

Many dealerships regard the automotive service manager as an integral part of their business. They are the people responsible for acting as a go-between customers and service staff. They are also responsible for other duties within this department.

These managers hire for their department and must choose the most qualified person for the job. They are in charge of overseeing the employees to make sure they meet the dealership’s quality standards. They are directly responsible for teaching these to the employees. Evaluations of employees are also part of their job within their department.

They must set a business plan into place and enforce the goals so they are met. This makes them accountable for the budgeting of the department in making sure the labor costs are kept in check, inventory balances, and they suffer no additional costs by retaining employees. This also covers a marketing campaign plan to gain new customers, as well as keep the old – through coupons, merchandising and staffing needs.

They must stay current with the changes in the industry by attending classes, seminars, and reading literature. This also includes understanding and implementing any policy changes within the dealership, and offering suggestions for change to make the department run smoother. They must also be able to schedule classes for other employees and themselves when such are offered through the car manufacturer so everyone gets the most current information.

It is also the automotive service manager’s responsibility to stay on top of warranties and recalls offered by the manufacture. They will be required to send the warranty work in for payment and will be held accountable for write-offs to the department for failure to comply with the information. They also are the link between the factory representative and the dealership, and may be required to attend meetings and conferences to further this relationship.

The main duty of a manager is to handle customer complaints quickly and efficiently and maintain customer service and the department. They must create and act upon a plan to keep the customers coming back and must have a way to compromise to ensure customer satisfaction. Bringing in new customers is also a job duty, and they must make sure that the service will turn them into repeat customers.

The education for this position requires a bachelor’s degree in business administration or a complimentary technical field. You must have at least five years experience working in the industry, and many companies require an Automotive Service Excellence (ASE) certification. Some will allow work experience to compensate for the college education, where the candidate has many years of experience performing the duties.

No business exists and operates in a vacuum, but as a part and parcel of the environment in which it finds itself. Efficient and effective marketing strategy is a function of the marketing manager’s ability to understand the environment in which the business operates.

The marketing environment consists of a set of factors or forces that operate or influence a company’s performance in its chosen target market.

Jain (1981:69) defined the marketing environment to include all those factors that may affect the organization directly or indirectly in any perceptible way. Marketing environment factors affects the organization by the way of input and the organizations also affect the environment by output. The relationship between the organization and the marketing environment is often referred to as “inseparable” the organization and it environment are constantly in a state of: give and take” or homeostasis.

The marketing environment consist of those forces or element that impacts on the company’s capability to operate effectively in its chosen target market.

The marketing environment is divided into two major components. The elements are,

Internal environment: the internal environment is concerned with the controllable variables. Controllable variables are categorized into two groups, they are; the strategy variables and unmarketable variables. External environment: the external environment is concerned with the uncontrollable variables. These variables are called uncontrollable because the marketing manager cannot directly control any of the elements. The marketing manager is left with the option of adapting to the environment by prompt observation, analysis and forecasting of these environmental factors. The external environment can further be divided into two components, the micro environment and the macro environment.

Micro environment:

The elements that fall under the micro environment consist of forces or factors in the firm’s immediate environment that affect the firm’s capability to perform effectively in the market place. These forces are suppliers, distributors, customers and competitors. Let us discuss each of the variables in details.

Suppliers:

Suppliers are business customers who provide goods and services to other business organizations for resale or for productions of other goods. The behavior of certain forces in the suppliers can affect the performance of the buying organization positively or negatively. The critical factors here are the number of suppliers and the volume of suppliers to the industry. An audit of the suppliers will enable us to appreciate their strength and bargaining power, which the suppliers hold over the industry as a whole. The answers to the issues concerned have the potentials to affect the capability of firms in the industry to effectively deliver need-satisfying goods and/ or services. The trend today is that buyers attempt to persuade the supplier to provide exactly what the firms want. This process is known as “reverse marketing”.

Customers:

Customers are those who buy goods and/ or services produced by the company. In a purchase chain, different people play significant roles before a purchase decision is made. The various influences must be understood. The customer may be the consumer of the products where he/she is the user. The critical factor here is that needs and wants of consumers are not static. They are fast changing. The changes in the preferences of the consumer create opportunities and threats in the market. The changes called for the marshaling of separate strategy to either fit into windows of opportunities or survive the threats in the market. A good knowledge of consumers’ behavior will facilitate the design and production of goods and services that the customers need and want, and not what they are able to produce.

Competitor:

A competitor is a firm operating in the same industry or market with another firm. The consideration here is that, Firm A produces a substitute to that of firm B (industrial approach) or firm A and firm B seeks to satisfy the same customer need (market approach.

 

You don’t have to be a real estate expert to have heard of release agreements. A release is one of the most common types of contracts in the world of law. They are used to allow a company to use someone’s image for commercial use. However, a real estate release agreement isn’t quite the same thing. In most cases, releases are used by prospective buyers to release the seller from the mortgage or liens they have on a property so that the property is debt free. The form is extremely short and is often only one page when presented. Let’s take a look at a typical contract requiring a seller to obtain release of mortgage on a property.

The first part of the contract clearly outlines the date that this agreement is being signed, the names of both parties involved in the transfer of the property as well as any spouses of the members involved in the agreement. The second part of the agreement outlines the terms and conditions that the property in question is under. It goes over how much debt the property has attached to it and whether the property has a mortgage debt or a lien debt associated with it. It also outlines the purchase price of the property and how that purchase price can now be used to pay off any and all debt associated with the property. This type of form is used mostly to ensure that the seller will eliminate all debt from a piece of property when the sale is complete as agreed upon in the original sale agreement. Some people consider this form to be a bit redundant, but you can never be too careful when it comes to legal wrangling and property.

The final part of the agreement only requires the signer to include their names, the amount of the total debt still present on the property and finally, the amount that is being paid off. Much of the contract will simply be pre-typed text, often a template, that outlines the seller’s responsibilities once the sale is finalized.

If the buyer and seller of the property agree beforehand, a real estate release agreement isn’t necessary. It could be part of the original sale agreement that the buyer is responsible for paying off any existing debt on the property and not the responsibility of the seller. Since every legal agreement is different and many of them have their own unique provisions, some real estate release agreements can vary considerably from the one outlined here.

In conclusion, the real estate release agreement is a safeguard instituted by the buyer to ensure that a piece of property that has debt associated with it is paid off in full with the money gained during the sale by the seller so that when the final transfer of the property is finalized, it is debt free. It is vital that this agreement be included if you are buying property that has debt attached to it.

 

Nowadays online advertising is a popular trend among all business owners. Online advertising has emerged as one of the most powerful tool of advertising. This is because the wide reach of Internet and online advertising websites.

The dependency of people over Internet has increased drastically. They now knock the doors of search engines or various online service providers in any specific domain of their interest. Therefore, having a powerful online presence helps business owners or online traders in getting more and more number of customers for their particular products and services.

 

Having powerful presence does not mean just owning a domain name and a website. You need to be easily noticeable and your potential customers should identify and get you easily. For that, you need to promote your online presence. It does not matter whether you are providing services of products online or not. Even if you are operating an offline business, you need to have your powerful identity over internet, so that the potential customers of your products and services segment can find you easily.

 

Online advertising helps businesses in targeting global customers. You can operate your business from anywhere in the world and serve your customers across globe if you have your powerful presence online. Therefore, online advertising serves your aspirations of getting global exposure within very short span of time.

 

Online promotion of your online identity, your products or services being offered by you is very cost effective. You do not have to spend lot of money for promoting yourself on internet. Your expenditure in online promotion is just a fraction of what you had to spend on traditional modes of advertising in popular print and electronic media. Therefore, cost effectiveness is the most important purpose behind stress on online advertising. Through online advertising people can expect maximum returns of their investments.

 

There are different forms of Internet Advertising. Banner advertising and pop-up ads are now matter of past. They are still present and equally popular as they were before, but now the stress is on search engines based advertising. People now understand that if they are getting top search engine ranks in almost every popular search engines, then no one can stop them from getting success in their business.

Nowadays, there are many different means of travelling which include airplane or ships or trains or buses etc. you can choose your medium by keeping in view your interest, your priorities and of course your budget. Lets have some general over view of different means of travelling.

AIR: Air travel is the most recent means of moving from one place to another. Since its first usage, it has become so popular due to its many advantages that it is now the most used mean of travel by people for long routes. It is taken as an expensive choice although there are many air lines that are offering air flights quite cheaply but over all it is an expensive but most quick mean of moving from one place to another.

SEA: Sea is one of the oldest means of travelling. Ships were used for roaming even by Greeks and Egyptians. It remained the main source of travelling for quite a long time but after the invention of aero planes, it has somehow lost its place. Nowadays moving from one place to another by sea is rarely done and even when done it is mostly through large ships which are built for luxurious cruising for the more privileged people. Middle and lower class people can’t really enjoy in those huge and luxurious vessels.

TRAIN: Moving from one city to another by means of train is considered as the most reliable and affordable mean of travelling. Trains now for long have remained a top priority of people for travelling. Travelling by train has all the ingredients that it takes for a perfect travel as it is quick and reliable and cheap mean of travelling.

You might be surprised to learn that there are different types of locksmiths around. This is essential especially for those who want a more specialized service. Residential, commercial, automotive and forensics are the types of locksmiths that are accessible although the forensic ones are rare as they usually work with investigative agencies or law enforcement agencies.

Residential

Residential locksmiths are experts when it comes to making the home safe and secure. As most homes have the regular locks installed near window frames, it might compromise the safety of the family. These experts can install a double cylinder lock that needs a key inside for the door to open to give extra security. Aside from this base-knowledge they can also re-key locks as well as have them replaced in such a way that these are not easily tampered. They can also do entry gates, screen doors, sliding as well as emergency services.

Commercial

A commercial locksmith specializes in locks that are manufactured for business purposes. Examples would be installation of panic bars, replacing locks in file cabinets, installation of automatic door closer, safe/vault installation as well as installing a master-key system. Panic bars are especially important as they would provide workers a means to exit the building premises in case of emergencies.

Automotive

Automotive locksmiths are the ones that you go to if you ever need a spare car key or want a replacement when you’ve lost the original car key. These experts can help automotive owners in choosing the right type of car keys that would best suit their needs. Most automotive locksmiths are familiar with transponder car keys and can also do re-programming at a lower price compared to the same service that car dealers offer. Aside from transponders, they can also unlock cars, change or replace ignition locks, provide laser cut keys and even offer lock services for high security vehicles.

Services

In choosing the locksmith that would best suit your need(s), it is important to deal with a company that is licensed and has done background checks on their employees. This is to make sure that the company that you would be transacting with is legal and since some items in the house might be valuable or important documents are inside vaults or safes, one is assured that the person they are dealing with is someone who they can trust. Consider talking with someone who knows a reputable locksmith especially if you’ve just moved in or purchased a new home or office.

Reminiscing about the good old days when we were growing up is a memory trip well worth taking, when trying to understand the issues facing the children of today. A mere 20 years ago, children used to play outside all day, riding bikes, playing sports and building forts. Masters of imaginary games, children of the past created their own form of play that didn’t require costly equipment or parental supervision. Children of the past moved… a lot, and their sensory world was nature based and simple. In the past, family time was often spent doing chores, and children had expectations to meet on a daily basis. The dining room table was a central place where families came together to eat and talk about their day, and after dinner became the center for baking, crafts and homework.

Today’s families are different. Technology’s impact on the 21st century family is fracturing its very foundation, and causing a disintegration of core values that long ago were what held families together. Juggling work, home and community lives, parents now rely heavily on communication, information and transportation technology to make their lives faster and more efficient. Entertainment technology (TV, internet, videogames, iPods) has advanced so rapidly, that families have scarcely noticed the significant impact and changes to their family structure and lifestyles. A 2010 Kaiser Foundation study showed that elementary aged children use on average 8 hours per day of entertainment technology, 75% of these children have TV’s in their bedrooms, and 50% of North American homes have the TV on all day. Add emails, cell phones, internet surfing, and chat lines, and we begin to see the pervasive aspects of technology on our home lives and family milieu. Gone is dining room table conversation, replaced by the “big screen” and take out. Children now rely on technology for the majority of their play, grossly limiting challenges to their creativity and imaginations, as well as limiting necessary challenges to their bodies to achieve optimal sensory and motor development. Sedentary bodies bombarded with chaotic sensory stimulation, are resulting in delays in attaining child developmental milestones, with subsequent impact on basic foundation skills for achieving literacy. Hard wired for high speed, today’s young are entering school struggling with self regulation and attention skills necessary for learning, eventually becoming significant behavior management problems for teachers in the classroom.

So what is the impact of technology on the developing child? Children’s developing sensory and motor systems have biologically not evolved to accommodate this sedentary, yet frenzied and chaotic nature of today’s technology. The impact of rapidly advancing technology on the developing child has seen an increase of physical, psychological and behavior disorders that the health and education systems are just beginning to detect, much less understand. Child obesity and diabetes are now national epidemics in both Canada and the US. Diagnoses of ADHD, autism, coordination disorder, sensory processing disorder, anxiety, depression, and sleep disorders can be causally linked to technology overuse, and are increasing at an alarming rate. An urgent closer look at the critical factors for meeting developmental milestones, and the subsequent impact of technology on those factors, would assist parents, teachers and health professionals to better understand the complexities of this issue, and help create effective strategies to reduce technology use. The three critical factors for healthy physical and psychological child development are movement, touch and connection to other humans. Movement, touch and connection are forms of essential sensory input that are integral for the eventual development of a child’s motor and attachment systems. When movement, touch and connection are deprived, devastating consequences occur.

Young children require 3-4 hours per day of active rough and tumble play to achieve adequate sensory stimulation to their vestibular, proprioceptive and tactile systems for normal development. The critical period for attachment development is 0-7 months, where the infant-parent bond is best facilitated by close contact with the primary parent, and lots of eye contact. These types of sensory inputs ensure normal development of posture, bilateral coordination, optimal arousal states and self regulation necessary for achieving foundation skills for eventual school entry. Infants with low tone, toddlers failing to reach motor milestones, and children who are unable to pay attention or achieve basic foundation skills for literacy, are frequent visitors to pediatric physiotherapy and occupational therapy clinics. The use of safety restraint devices such as infant bucket seats and toddler carrying packs and strollers, have further limited movement, touch and connection, as have TV and videogame overuse. Many of today’s parents perceive outdoor play is ‘unsafe’, further limiting essential developmental components usually attained in outdoor rough and tumble play. Dr. Ashley Montagu, who has extensively studied the developing tactile sensory system, reports that when infants are deprived of human connection and touch, they fail to thrive and many eventually die. Dr. Montagu states that touch deprived infants develop into toddlers who exhibit excessive agitation and anxiety, and may become depressed by early childhood.

As children are connecting more and more to technology, society is seeing a disconnect from themselves, others and nature. As little children develop and form their identities, they often are incapable of discerning whether they are the “killing machine” seen on TV and in videogames, or just a shy and lonely little kid in need of a friend. TV and videogame addiction is causing an irreversible worldwide epidemic of mental and physical health disorders, yet we all find excuses to continue. Where 100 years ago we needed to move to survive, we are now under the assumption we need technology to survive. The catch is that technology is killing what we love the most…connection with other human beings. The critical period for attachment formation is 0 – 7 months of age. Attachment or connection is the formation of a primary bond between the developing infant and parent, and is integral to that developing child’s sense of security and safety. Healthy attachment formation results in a happy and calm child. Disruption or neglect of primary attachment results in an anxious and agitated child. Family over use of technology is gravely affecting not only early attachment formation, but also impacting negatively on child psychological and behavioral health.

Further analysis of the impact of technology on the developing child indicates that while the vestibular, proprioceptive, tactile and attachment systems are under stimulated, the visual and auditory sensory systems are in “overload”. This sensory imbalance creates huge problems in overall neurological development, as the brain’s anatomy, chemistry and pathways become permanently altered and impaired. Young children who are exposed to violence through TV and videogames are in a high state of adrenalin and stress, as the body does not know that what they are watching is not real. Children who overuse technology report persistent body sensations of overall “shaking”, increased breathing and heart rate, and a general state of “unease”. This can best be described as a persistent hypervigalent sensory system, still “on alert” for the oncoming assault from videogame characters. While the long term effects of this chronic state of stress in the developing child are unknown, we do know that chronic stress in adults results in a weakened immune system and a variety of serious diseases and disorders. Prolonged visual fixation on a fixed distance, two dimensional screen grossly limits ocular development necessary for eventual printing and reading. Consider the difference between visual location on a variety of different shaped and sized objects in the near and far distance (such as practiced in outdoor play), as opposed to looking at a fixed distance glowing screen. This rapid intensity, frequency and duration of visual and auditory stimulation results in a “hard wiring” of the child’s sensory system for high speed, with subsequent devastating effects on a child’s ability to imagine, attend and focus on academic tasks. Dr. Dimitri Christakis found that each hour of TV watched daily between the ages of 0 and 7 years equated to a 10% increase in attention problems by age seven years.

In 2001 the American Academy of Pediatrics issued a policy statement recommending that children less than two years of age should not use any technology, yet toddlers 0 to 2 years of age average 2.2 hours of TV per day. The Academy further recommended that children older than two should restrict usage to one hour per day if they have any physical, psychological or behavioral problems, and two hours per day maximum if they don’t, yet parents of elementary children are allowing 8 hours per day. France has gone so far as to eliminate all “baby TV” due to the detrimental effects on child development. How can parents continue to live in a world where they know what is bad for their children, yet do nothing to help them? It appears that today’s families have been pulled into the “Virtual Reality Dream”, where everyone believes that life is something that requires an escape. The immediate gratification received from ongoing use of TV, videogame and internet technology, has replaced the desire for human connection.

It’s important to come together as parents, teachers and therapists to help society “wake up” and see the devastating effects technology is having not only on our child’s physical, psychological and behavioral health, but also on their ability to learn and sustain personal and family relationships. While technology is a train that will continually move forward, knowledge regarding its detrimental effects, and action taken toward balancing the use of technology with exercise and family time, will work toward sustaining our children, as well as saving our world. While no one can argue the benefits of advanced technology in today’s world, connection to these devices may have resulted in a disconnection from what society should value most, children. Rather than hugging, playing, rough housing, and conversing with children, parents are increasingly resorting to providing their children with more videogames, TV’s in the car, and the latest iPods and cell phone devices, creating a deep and widening chasm between parent and child.

Cris Rowan, pediatric occupational therapist and child development expert has developed a concept termed ‘Balanced Technology Management’ (BTM) where parents manage balance between activities children need for growth and success with technology use. Rowan’s company Zone’in Programs Inc. http://www.zonein.ca has developed a ‘System of Solutions’ for addressing technology overuse in children through the creation of Zone’in Products, Workshops, Training and Consultation services.