Marketing Essays

Home Appliances Are Very Important Marketing Essay

Example essay. Published: 1st Jan 2015

I am going to complete my master’s degree in Business Administration from COMSATS Institute of Science and Technology Lahore, and internship is compulsory for this degree because university has ...

Home care division at unilever

Example essay. Published: 1st Jan 2015

This report tries to analyse a very important situation the Home Care Division at ‘Unilever’ found itself during the late 1990’s in Brazil. Unilever, with an 81% market share is the ...

Home Delivery In India And Its Untapped Potential Marketing Essay

Example essay. Published: 1st Jan 2015

Introduction Home delivery refers to deliveries of goods to the customers’ homes (or another location of the customers’ choice such as workplaces) rather than customers having to collect t ...

Honda Motor Company: Analysis and Strategies

Example essay. Published: 4th May 2017

1.0 Background of Honda and Toyota Company Honda Motor Company, Ltd is a Japanese multinational corporation primarily known as a manufacturer of automobiles and motorcycles. Honda Motor Company, Ltd w ...

Horizontal Integration And Conglomerate Diversification Marketing Essay

Example essay. Published: 1st Jan 2015

1: Define and distinguish between the following pairs of grand strategies: Horizontal integration is a grand strategy based on growth the acquisition of similar firms operating at the same stage of t ...

Hospitality and hospitality management

Example essay. Published: 18th May 2017

The aim of this paper is to critically review the nature of hospitality and hospitality management that Hilton Worldwide adapted. In view of this it is to be expected that analysis may range from the ...

Hotel Industry E-Marketing

Example essay. Published: 2nd May 2017

Hotel Industry E-Marketing E-marketing is the new trend of marketing extensively acquiring by hotel industry. The traditional marketing strategy of hotel industry now not performing very well. In plac ...

Hotel Profile and Marketing Plan

Example essay. Published: 3rd Jan 2018

Executive summary In this essay we concentrate on Starwood hotels, this is a world famous chain of hotels. We talk about the marketing strategies, hotel staff training of Starwood. The hospitality, le ...

House of Fraser PEST Analysis

Example essay. Published: 26th May 2017

A PEST analysis looks at the political, economic, socio and technological factors which may affect an organisation. Worthing and Britton (2006, P 475) Write that “it seeks to predict the extent ...

Housekeeping Operations In A Hotel Unit Operated Marketing Essay

Example essay. Published: 1st Jan 2015

Corinthia Hotels International Ltd (CHI ltd) was established in 2000. This Maltese management company provides a full range of technical assistance and managerial service to hotel owners. CHI is the ...

How Asda use Technology to gain its Market Share

Example essay. Published: 1st Jan 2015

In previous chapters we have focused on the whole concept of technology and discuss the use of it by Asda to gain market share. In this chapter we are going to discuss a brief history of Country that ...

How Big Food Companies Influence Consumer Behaviour Marketing Essay

Example essay. Published: 1st Jan 2015

Food is one of the most imperative necessities in peoples everyday life. Since it is an indispensable part of everyone’s life, people seldom think about how much food we consume and what kind o ...

How branding can be used to create sustainable competitive advantage

Example essay. Published: 1st Jan 2015

What makes us so desire for a certain brand? The brand is visual appeal that catches customers’ eyes and convinces them to spend more money on … ...

How can the Micro Environment Affect Huawei?

Example essay. Published: 6th Jun 2017

Introduction: The assignment will have two parts. The first part will discuss a Chinese company called HUAWEI. The uncontrollable variables (Microenvironment and Macroenvironment) have affected the co ...

How Companies Identify Attractive Market Segments

Example essay. Published: 9th Sep 2021

Marketing might be characterized as a way of distinguishing and fulfilling shopper needs in quite a course as to accomplish the organizations targets for productivity, survival or development. At the point that looking to improve another marketing procedure for a certain section there are various stages that are imperative, if the fight is to be a victory. At first groups will investigate the present inside and outer scenario. ...

How Companies Use Acculturation

Example essay. Published: 10th May 2017

Acculturation is a process of exchanging cultural traits between two different cultures, that influences and impacts on consumer buying behaviour, and consequently has to be seen as a very important f ...

How Do Advertisers Try To Use Group Influence?

Example essay. Published: 25th Apr 2017

ABSTRACT: This paper aims at presenting ‘How do advertisers try to use ‘group influence’? And presenting relevant examples with the explanation related to the topic, and providing th ...

How does advertising appeal to customers?

Example essay. Published: 1st Jan 2015

Advertising is an important phenomenon in today markets and the overriding aim is to make customers or would be consumer want to spend their money on needs, sometimes which are not even important. Num ...

How Does Brand Loyalty Work From the Generation to The Effects?

Example essay. Published: 3rd May 2017

Brand loyalty is the favor given by a consumer in order to buy a specific brand in a particular product category. A good loyalty can lead to various and numerous benefits such as an improved market share, lower marketing cost and improved opportunities for brand extension. ...

How does branding affect consumers purchasing decision?

Example essay. Published: 24th Feb 2017

Abstract: Consumer behavior is dependent on few factors that need to be considered in any industry. In the garment industry, there are several intertwining factors known that influence consumer behavi ...

How Does Culture Affect International Business Marketing Essay

Example essay. Published: 1st Jan 2015

1. Introduction With the recent increase in the pace of globalization, culture has gained further introspection than before, especially the role player by culture in the performance of a new business ...

How E Commerce Is Changing Consumer Buying Behaviour Marketing Essay

Example essay. Published: 1st Jan 2015

In Electronic Commerce, online purchasing is the process consumers go through when they decide to shop on the internet. Therefore, the internet has developed to a highly competitive market, where the ...

How IKEA became a global cult brand

Example essay. Published: 15th May 2017

This report is based on the case study of the IKEA: “how the Swedish retailer became a global cult brand’. The case study showed that some of the biggest challenges that the organization i ...

How Ikea Can Develop Green Technology Marketing Essay

Example essay. Published: 1st Jan 2015

Strength and weakness are internal aspects. Both of them are within the control of the business. Opportunities and threats are examples of external factors. They are outside the control of the busines ...

How Innovation Contributes To Competitive Advantage Marketing Essay

Example essay. Published: 1st Jan 2015

From competitive environment, products within the same marketing from each provider are quite similar and difficult for customers to realise the difference. Innovation capability is the key productivi ...

How KFC can keep its Share and Gradually Develop In Fast Food Industry

Example essay. Published: 1st Jan 2015

In this report I would like to discuss market potentials available for KFC UK. Currently we are earning better profit share from this territory compared to other franchise operations. But still there ...

How Malaysia Airlines Use Promotion

Example essay. Published: 24th Apr 2017

This project will be focusing in the analysis the use of promotion in a case study of Malaysia Airlines (MAS) by using advertising strategy. ‘Promotion has been defines as the coordination of al ...

How People Interact With Search Engines

Example essay. Published: 3rd Jan 2018

A search engine is a web-based tool that enables users to locate information on the World Wide Web. Popular examples of search engines are Google, Yahoo!, and MSN Search. Search engines utilize automa ...

How products are developed to sustain competitive advantages

Example essay. Published: 1st Jan 2015

Sustainable competitive advantage is the focal point of a corporate strategy.  It allows the maintenance and improvement of an enterprise’s competitive position in the market. It is an advanta ...

How Should Quality Be Defined At This Restaurant Marketing Essay

Example essay. Published: 1st Jan 2015

Jose’s Authentic Mexican Restaurant is situated in a mature business district on the periphery of large city area in New England. The restaurant is the real place for Mexican food and depicts ex ...

How Singer Should Improve The Marketing Strategy

Example essay. Published: 24th Apr 2017

According Audit finding it is evident that Singer has few issues with internally and externally. In terms of internal issues Singer’s current strategy is been a crisis which leads to acquire ver ...

How Social Media Contributes To Retailing Marketing Essay

Example essay. Published: 1st Jan 2015

The retailing industry has found itself constantly evolving and transforming in the past two decades. Globalization and advanced technology developments have a very big impact on the retailing landsca ...

How Successful Is Rolex Marketing Essay

Example essay. Published: 1st Jan 2015

Rolex is among the top ranked luxury brands in the wristwatch industry that has created its distinctive position in the market by targeting only affluent people. Rolex has been targeting niche market ...

How Tesco Compete in a Highly Competitive Environment

Example essay. Published: 15th Jan 2018

Topic of the Research “How TESCO compete in highly competitive environment with low price of products and service” Background to the Study The successes of organizations are measured throu ...

How The Demographic And Psychographic Segmentation Work Marketing Essay

Example essay. Published: 1st Jan 2015

The most important goal of an organizations marketing strategy is to understand and satisfy people and fulfill their needs better than the competitors. Individuals Segmentation involves subdividing cu ...

How the marketing plan of Sainsbury supports strategic objectives

Example essay. Published: 1st Jan 2015

To discuss the strategic marketing in particulars first i would like to discuss the definition of strategic marketing so any marketing strategy which makes the company or organisation future scenario ...

How To Develop Yourself As A Brand

Example essay. Published: 9th May 2017

ABSTRACT: Today’s competitive society has made it very difficult to distinguish between ourselves and others. Nowadays Branding has reached a new level and it is not just companies who apply in ...

How to ensure that the audience gets the right message

Example essay. Published: 1st Jan 2015

1.0 INTRODUCTION Communication process is taught using the read write and discuss method. Begins with defining communication , identifying , the element of the process , explaining i ...

How To Improve Customer Service Marketing Essay

Example essay. Published: 1st Jan 2015

In today’s competitive, fast-paced and global economy, financial service has placed increasing emphasis on customer service as a means of gaining competitive advantage (Sarah Cook, 1995). The na ...

How to Improve the Current Marketing Strategy of Starbucks

Example essay. Published: 1st Jan 2015

Starbucks opened in Seattle’s Pike Place Market in 1971 with hopes of creating a “third place” between home and work. Starbucks was created to produce premium coffee, while adhering ...

How to Maximise Shareholder Wealth

Example essay. Published: 1st Jan 2015

“Governance helps us do the right thing, the right way – for our shareholders and our customers, employees, suppliers, local communities and the environment. Our governance is focused on h ...

How Toyota Achieve Its Objectives By Implementing Tqm Marketing Essay

Example essay. Published: 1st Jan 2015

The Toyota motor company of Japan has taken this challenge seriously and has proved its ability to compete with the once emperors of the industry such as Ford, Volvo, Chevrolet et al. Buy careful adop ...

How Toyota handled its recall crisis

Example essay. Published: 1st Jan 2015

Toyota manufactures vehicles, including motorcycles, and parts at 53 production sites in 27 countries around the world. In fiscal year 2009, Toyota sold about 7.5.million vehicles in 170 countries und ...

HSBC Formerly Named The Hong Kong Banking Marketing Essay

Example essay. Published: 1st Jan 2015

1. Introduction HSBC formerly named the Hong Kong and Shanghai Banking Corporation Limited was established 1865. With assets of US $1,502 billion, HSBC’s international network comprises over 9,5 ...

HSBC is one of the prominent global banking groups

Example essay. Published: 1st Jan 2015

HSBC is one of the prominent global banking groups, which is headquartered in London. Its International network encompasses over 9500 offices in 85 countries and regions in Europe, America, Asia Pacif ...

HSBC Pricing Strategy Analysis

Example essay. Published: 11th Jan 2018

As long as the wider economic situation remains doubtful, it is advisable for HSBC to adopt a wait-and-see approach – and a careful look at their businesses, stress testing them for both economi ...

HSBC Strategic Analysis – Market Position and Future Recommendations

Example essay. Published: 6th Jun 2017

The purpose of this essay is to identify and analyse the strategic capabilities and by extension strategic choices available to a multinational corporation. The multinational corporation being analyse ...

Hsbc The Largest Banking And Services Organizations Marketing Essay

Example essay. Published: 1st Jan 2015

Despite growing in almost eighty countries over the world, HSBC bank has been successful in positioning it self in “world’s Local bank”. The HSBC bank is working constantly hard to o ...

HTC Corporation Analysis – Competitive Analysis and SWOT

Example essay. Published: 12th Jun 2017

Introduction and Company Overview HTC Corporation is a smartphone manufacturer which was founded by Cher Wang, HT Cho, and Peter Chou in Taiwan in 1997. The company use HTC as its name behind many of ...

Hubspot Case Study Analysis

Example essay. Published: 1st Jan 2015

Inbound Marketing- an innovative marketing strategy founded by the Hubspot creators, was developed on the concept that to get customers to be interested in your product, “pulling” them in ...

Huggies Pull Ups Diapers Marketing Essay

Example essay. Published: 1st Jan 2015

Kimberly Clark is a multinational company, its headquarters is based in America and they have been in business for 140 and has branched out to many countries including New Zealand. It has previously r ...

Hugo Boss Marketing Plan

Example essay. Published: 2nd Jun 2017

The task of the project ‘retail marketing plan’ is, to develop and suggest a retail marketing plan (including expansion and contingency planning) for a fashion company in the wholesale seg ...

Human Colony On Mars By 2023 Marketing Essay

Example essay. Published: 1st Jan 2015

In March 2011 Bas Lansdorp came one step closer to his dream: Creating a manned mission to Mars, by founding Mars One. Mars One is a public company with a clear vision: taking humanity to Mars in 2023 ...

Human Resources Technological Resources And Reputation

Example essay. Published: 3rd May 2017

The resources of the firm are both tangible and intangible. Tangible resources are defined as any company property that has a physical existence (Wikipedia, 2012). Therefore, tangible resource is the ...

Hunger Games Marketing Report

Example essay. Published: 29th Dec 2017

This essay will present an analysis of some of the reasons for the commercial success of the recent movie “The Hunger Games” a film that generated $155m in ticket sales in the US alone (LA ...

Hwayo Garments Manufacturers Company Marketing Essay

Example essay. Published: 1st Jan 2015

The company is now exporting the garments to countries such as Bahrain, Brunei, Cambodia, Egypt, Indonesia, Myanmar, Oman, Pakistan, Philippines, Saudi Arabia, Syria, and United Arab Emirates and now ...

Hyatt Regency Marketing Analysis and Strategies

Example essay. Published: 1st Jan 2015

The Hyatt Regency is delegate of the five star brand .Hyatt Regency encompass the full selection of hotel types, with person properties offering a full range of skilled services and dining options cu ...

Hyundai Motor Company | Marketing Essay

Example essay. Published: 8th May 2017

Established in 1967, Hyundai Motor Company has sustained, grown and become the world’s fourth largest automaker in terms of units sold. Automobile manufacturing industry is in the maturity stage ...

Ice Cream Market In India Marketing Essay

Example essay. Published: 1st Jan 2015

The ice cream market in India is estimated to be around INR 25 billion, of which over 40 belongs to the organized sector growing at about 15. Amul leads the pack with about 36-38% market share (5% of ...

Icici Bank Is The Second Largest Bank Marketing Essay

Example essay. Published: 1st Jan 2015

In my term paper I had to discuss 7ps of ICICI bank. 7ps means what the marketing mix they used for promoting their products. It is usually a strategies used by icici bank for promoting their products ...

Identification And Analysis Of Grolschs Strategy Marketing Essay

Example essay. Published: 1st Jan 2015

The purpose of this report is to critically evaluate the coherence of Grolsch Beer strategy of being acquired by SABMiller and to assess its approach to internationalization till date. The report will ...

Identification Of Strategic Problems Of Tesco Marketing Essay

Example essay. Published: 1st Jan 2015

1. After doing the PEST analysis of the company, we can recognize the result or the marketing issues, a company is facing. Pest analysis is about doing analysis of political, economical, social and te ...

Identify the controllable and uncontrollable elements for starbucks

Example essay. Published: 1st Jan 2015

establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow” (p. 80, Kotler et al. 2005) Furthermore the mission s ...

IKEA Background and Analysis

Example essay. Published: 10th Jul 2017

IKEA began operating in Sweden in 1943. The founder of IKEA is Ingvar Kamprad who is from Sweden. The previous CEO of IKEA is Mikael Ohlsson, replaced by Peter Agnefjall in 2013. IKEA is a private lim ...

Ikea Communication Strategy in the Global Environment

Example essay. Published: 6th Jun 2017

INTRODUCTION The present era of globalization has greatly influenced the business practices which need to integrate advanced knowledge and expertise of a diverse range of media technologies and system ...

IKEA Company: Consumer Behavior

Example essay. Published: 16th May 2017

Introduction IKEA is a Swedish company which is one of the largest retailers of furniture in the world. The company has retail stores all over the world which sells commodities such as furniture, acce ...

IKEA Competitive Positioning

Example essay. Published: 21st Jul 2017

This report critically analyses the competitive position of IKEA which has led to its success and failures over the past five decades. IKEA has been well known for its low price concept and wide range ...

IKEA Competitor and SWOT Analysis

Example essay. Published: 10th Jul 2017

This report focuses on our competitor Home Centre how they are trying to make profits and gain market share and what IKEA is doing… ...

IKEA Current Operations and Future Strategies

Example essay. Published: 16th Jan 2018

IKEA was founded by Ingvar Kamprad in the year 1943. It started as a small town Swedish furniture company that was founded on the principles low prices and good quality. This simple idea was able to t ...

IKEA Franchising Strategy

Example essay. Published: 21st Jul 2017

IKEA is an international home furniture company that selling the wide ranges of well-designed and functional products which packed in form of ready-to-assemble. According to IKEA (2012), its business ...

Ikea How The Swedish Retailer Became A Global Cult Brand

Example essay. Published: 1st Jan 2015

IKEA is a well-known global brand with hundreds of stores across the world. In order to improve performance, it must assess its external and competitive environment which will reveal the key opportuni ...

Ikea Is A Multinational Company In The Furniture Marketing Essay

Example essay. Published: 1st Jan 2015

IKEA is a multinational company in the furniture retailing industry where the product lifecycle is highly unpredictable. The levels of performance will be evaluated through the performance of a SWOT a ...

IKEA Marketing Analysis

Example essay. Published: 26th May 2017

A sample of a student essay on marketing-oriented organisations’ characteristics such as IKEA. UK Essays offers expert-led essays and more on higher education subjects like marketing and business. ...

Ikea Marketing In Malaysia Marketing Essay

Example essay. Published: 1st Jan 2015

– 211.0 Introduction Firstly, customer satisfaction is one of the top strategic issues in the future. Nowadays, many companies use customer satisfaction measurement system that is offered by Res ...

IKEA Pestel Porters 5 Forces And Swot Analysis

Example essay. Published: 5th May 2017

This report focuses on the analysis of IKEA, one of the world’s largest stores for home furnishing appliances. The socio-economic and political environment is analysed using PESTEL. An insight i ...

IKEA Strategies and controls of

Example essay. Published: 25th May 2017

Introduction The two most common strategy typologies in strategic management are the two above mentioned, presented by Porter and Miles & Snow. One criticism towards these two typologies are that ...

Ikea Strategies Issues Solutions

Example essay. Published: 7th Jun 2017

IKEA (Ingvar Kamprad Elmtaryd Agunnaryd) is a privately held, worldwide home products company that offer flat pack furniture, bathroom items, kitchen items, and home accessories in their retail outlet ...

IKEA SWOT, Porter’s 5 and PESTEL Analysis

Example essay. Published: 23rd Jun 2017

Jump to: SWOT, Porter’s 5 Forces, PESTEL INTRODUCTION IKEA has created its own brand name in the world of furnishing at an affordable price. IKEA strives to make a better life for many by offer ...

Ikea Value Chain Analysis Marketing Essay

Example essay. Published: 1st Jan 2015

Value chain analysis describes the activities within and around an organization. There are two levels: interrelationships among activities within the company and (2) relationships among activities wit ...

IKEA: Strategic Planning Analysis

Example essay. Published: 11th Jan 2018

IKEA is a home products retailer with its branches spreading internationally and is privately owned. It sells furniture, Bathroom and Kitchen items and accessories in flat packs. IKEA is the worlds la ...

IKEA: The World’s Largest Furniture Retailer

Example essay. Published: 27th Apr 2017

Introduction According to KeyNote, 2008, IKEA is the world’s largest furniture retailer. IKEA sells a lifestyle to its middle-class global consumers through cheap contemporary flat-packed design ...

IKEA’s Marketing and Expansion Strategy Analysis

Example essay. Published: 12th Jan 2018

This report is a follow on from the in class IKEA presentation based on the IKEA case study ‘IKEA-Managing global expansion’. Being a multinational successful organisation there would be v ...

IKEAs Cultural Web Model

Example essay. Published: 11th May 2017

Organisational culture is built on the assumptions and beliefs that construct purpose, guidelines and collectivism. In effect strategy reflects the organisational culture in the sense that it represe ...

Ikeas Entry Strategy In Russia Marketing Essay

Example essay. Published: 1st Jan 2015

Globalisation is the growing trend towards worldwide markets in products,capital and labour,unrestricted by barriers.Globalisation is not a new process but it has accerelated in recent years with the ...

IKEAs International Purchasing Processes

Example essay. Published: 11th May 2017

Introduction to IKEA The Swedish home furnishing company IKEA was founded by Ingvar Kamprad in the region of Småland in Sweden in 1943. The first IKEA store was opened in Älmhult, Sweden, in 1958; t ...

Imc Plan For Lux Body Wash

Example essay. Published: 28th Apr 2017

An IMC plan is an important attribute of marketing that is utilized by different organizations around the world. An Integrated marketing plan would analyze the core marketing communications strategy i ...

Impact and influence of store design customer behaviour

Example essay. Published: 1st Jan 2015

Great store presentation and product merchandising is like a good book. It’s got an alluring cover to entice, an interesting first chapter to tell the reader they’ve made the right choice, ...

Impact Of Advertisement On Purchasing Of Toilet Soaps Marketing Essay

Example essay. Published: 1st Jan 2015

70 % of India Population Lives in 627000 Villages in rural Areas.90% of the Rural Population is concentrated in villages with a Population of less than 2000, with agriculture being the main Business. ...

Impact of Advertising in Indian Telecom Industry

Example essay. Published: 16th Jan 2018

Impact of Advertising in Indian Telecom Industry on Its Customers The research is to study the Advertising in Indian Telecom Industry and its Impact on Customers. For this research the attempt is made ...

Impact of Advertising of Toilet Soaps

Example essay. Published: 3rd Jan 2018

Rationale of Study 70 % of India Population Lives in 627000 Villages in rural Areas.90% of the Rural Population is concentrated in villages with a Population of less than 2000, with agriculture being ...

Impact of Advertising on Consumer Price Sensitivity

Example essay. Published: 27th Apr 2017

Selling things are the focus of any business and to sell a product marketing is a key factor and main step to make people buy the product. In addition, the foremost thing under marketing is advertisin ...

Impact of Advertising on Consumer Purchase Behavior

Example essay. Published: 29th Dec 2017

It can be said that advertising is a subset “promotions” in the marketing mix decisions and promotions put simply involves the mass communication of the product offering to the target mark ...

Impact of advertising on consumer purchase behaviour

Example essay. Published: 1st Jan 2015

Today, advertising is a multi-billion industry, employing hundreds of thousands of people and affecting the lives of people around the world. Yet, given the advertising clutter has increased tremendou ...

Impact of Advertising Slogans on consumers

Example essay. Published: 1st Jan 2015

This part of study converse about advertising taglines and its relationship with advertisements and related studies. Taglines have been used as a component in advertising campaigns extensively. In the ...

Impact of atmospherics on sales of a retail store

Example essay. Published: 24th Apr 2017

The retail atmosphere is comprised of different environmental cues, also known as atmospherics that can be intentionally controlled and structured to allow for specific behaviours from shoppers and fo ...

Impact Of Barriers In Internationalisation Marketing Essay

Example essay. Published: 1st Jan 2015

This research work takes insight into the modes of market entry as how companies can adopt different strategies in order to enter into international market. Different modes like contingency approach, ...

Impact of Brand Name on Consumer Decision Making

Example essay. Published: 9th Jan 2018

Brand Name Consumer Today’s generation follows the pattern of capitalism where human values are measured by, ‘you are known by what you have not by what you are’. This naturally leads to a s ...

Impact of Branding on Social Class

Example essay. Published: 2nd Oct 2017

BRANDING AND ITS IMPACT ON MIDDLE CLASS Introduction 1.1 BRAND What is a brand? The Oxford American Dictionary (1980) contains the following definition: Brand (noun): a trade mark, goods of a particu ...

Impact Of Celebrity Endorsements On Consumers Brand Marketing Essay

Example essay. Published: 1st Jan 2015

This report is a research proposal which deals with the marketing area of brand management. In brand management we have selected the topic from the celebrity endorsement tool and advertisement. Our to ...

Impact of culture and habit on Indian consumer behaviour

Example essay. Published: 1st May 2017

“…In the last four years, the Indian economy had grown by 8.6% and in the last two years by 9.2%. The race is getting faster and more intense. We want to continue at this rate. If we do so ...