Marketing & Advertising

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

What is
Advertising?

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

Advertising is done through:

• radio and television commercials

• newspaper and magazine ads

• flyers

• brochures

• emails

• web advertisements

• cold calls to potential clients

What is
Marketing?

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

• Research

• Advertising

• Sales

• Public relations

• Customer service and satisfaction

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

1. Research

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

• Who are the potential customers for my
  product?

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

• How should I meet those needs?

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

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

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

2. Advertising

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

3. Sales

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

4. Public Relations

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

5. Customer Service and Satisfaction

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

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

What Is Marketing
Strategy Planning?

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

Strategic Marketing Plans

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

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

Use

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

Benefits

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

Time Frame

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

Considerations

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

Portfolio analysis – one of marketing
análisis

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

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

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

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

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

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

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

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

Advantages And
Disadvantages Of Cash Cows

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

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

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

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

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

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

Summary

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

Marketing
Portfolio for Starbucks

1.0      
Executive Summary

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

2.0      
Company Description

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

3.0      
Overview of the Adverts in the Portfolio

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

4.0      
Segmentation, Targeting, and Positioning

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

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

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

5.0      
Consumer Buyer Behaviour

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

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

6.0      
Promotion

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

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

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

7.0      
Communication strategy

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

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

8.0      
Pricing

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

9.0      
Product

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

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

10.0     Place

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

11.0     Critique and
Recommendations

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

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

References

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

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

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

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

Publications

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

*International Economic Outlook

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

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

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

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

About the Author

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

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

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

La Salle Extension University
Alumni

Chicago, IL-417 South Dearborn
Street

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

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

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

Toll Free.(877)2192187.

Toll
Free Fax.(877)2134578.e.mail:registrar@aberdeen.edu-sd.us

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

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

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

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

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

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

Lista de los institutos
acreditados

University of AberdeenInternational
(SD)

Acreditados EE.UU.

University of Arizona
Internacional

Acreditados EE.UU.

University of Central Arkansas
(AR)

Acreditados EE.UU.

University of Central Florida
(FL)

Acreditados EE.UU.

University of Central Oklahoma
(OK)

Acreditados EE.UU.

Autor:

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