Marketing Essay Example | Topics and Well Written Essays - 500 words - 41

Marketing - Essay Example The author performed content analysis of the number of websites operated by leading fashion retailers along with three large supermarkets in UK. The author, while selecting the sample, focused only on choosing retail stores along with super store chains however there was no appropriate method was adapted. This article offers an insight through content analysis as to how the online branding is done by the retailers. This study was conducted by observational research methods through content analysis. Observational research methods are particularly suitable in situations where behaviors are observed. By performing cohort analysis, researcher therefore has attempted to offer a deeper insight into the similar traits and characteristics of the group of retailers in UK. However, this study is only limited to content analysis and as such does not offer any other insight obtained through other means of research like obtaining primary data through interviews or through circulating questionnaire to gain the responses of the managers. This research is limited due to the fact that it only takes into UK fashion retailers however, it fails to take into account how these retailers and their branding strategies actually affect their marketability. I.e. study does not provide any indication of how online branding strategies are helping firms to achieve their strategic goals. Observational studies however, often time consuming and selection of the sample can be difficult to obtain. Since such methods are time consuming, therefore changes that take place over the period of time due to changes in the consumer preferences may not be measured appropriately. Since observational research methods often involve certain ethical issues therefore the overall reliability may not be entirely to the complete satisfaction of the researcher. It is also imperative that the researcher may not be able to obtain entirely correct

Analysis argument Essay Example | Topics and Well Written Essays - 750 words

Analysis argument - Essay Example These are just two examples; there are countless similar occasions in the article where statements have been made without evidence. Anderson’s article is more of an essay than an argument since throughout the article, he has just expressed personal opinions without providing evidence for them to enhance the credibility of his argument. Anderson has basically used the article as a means to express his personal opinions. Basically the article is a reflection on the author’s personal experiences that have led him to developing certain views that he has shared in an organized way. This makes the article informative rather than argumentative. Although the article’s credibility is little because of lack of references, yet the views Anderson has shared are sensible and seem to be coming from a learned and experienced author. I particularly agree to the fact that playing video games may be one of the risk factors that play a role in making the youth criminals, yet it is too subtle and ineffective a factor to have such a large negative effect on the psychology of the children as to make them killers. One factor that is particularly out of place in the article is that although Anderson has cited no study, yet he has gone to such lengths as comparing different studies and the underlying factors as sample sizes, as he says, â€Å"Why have different researchers found different results? Well, part of the problem is that many studies have used a sample size that is much too small to produce consistent results† (Anderson cited in Ramage, Bean, and Johnson 447). Greenberg has started his argument with a strong point saying that Yee had Sen. Leland Yee did not have robust grounds to impose restriction on children’s access to violent video games since it was essentially an outcome of the ban on substance abuse which in no way compares to the video games. I find Greenberg’s argument very convincing that violent books and movies do not prov ide the audiences with a room to respond whereas violent games do, but the same power of interactivity that the video games provide the audiences could be held as a strong reason why they should be banned. Although Greenberg’s example was good, but in effect, it counteracted his own argument that was in favor of expression of violence in video games, though the examples Greenberg has given regarding how video games enhance the critical analysis and decision-making skills of the audiences are entirely convincing. These examples also indicate the potential ways in which violent games serve as mediums of free expression for the players, thus providing Greenberg with a firm basis for his argument. One thing that makes Greenberg’s article superior to Anderson’s is that Greenberg has not indicated studies anywhere and accordingly he did not need to cite them, whereas Anderson’s article was mostly based on the results of past studies without mentioning any in pa rticular. Greenberg’s examples in support of his argument were such that they did not require much citation or referencing, and the examples were plentiful as well. When the examples did require referencing, they were included. For example, when Greenberg discussed the Supreme Court’s ruling that school boards are not allowed to ban books in the libraries of the schools even if they are accessible outside

Demand and Supply Planning Essay Example for Free

Demand and Supply Planning Essay Abstract This paper demonstrates the concept of Supply Chain and the understanding of its different parties. How existing practices in demand planning improve forecast accuracy with advanced statistical forecasting capabilities and how demand planning is different than other SCM parties in structuring flexible hierarchy models inventory integration. In addition to explore the Integrated Demand and Supply Planning for Consumer Goods and Services Companies, where we show a Case Study for Nestle Company using weather forecast data that shows a significant insight into the extent to which difference products and/or customer sales were impacted by weather. On the other hand, Globalization and the challenges of managing a global operation such as forecasting in the face of uncertainty and reducing inventories for improved cash flow. Introduction What is a supply chain? The supply chain concept arose from a number of changes in the manufacturing environment, including the rising costs of manufacturing, the shrinking resources of manufacturing bases, shortened product life cycles, the leveling of the playing field within manufacturing and the globalization of the market economies. At a high level, a supply chain is comprised of three fundamental processes which are integrated. Procurement process involves sourcing and designing supply contracts with vendors and also developing interfaces which act as a conduit for information. Production and inventory control encompasses the manufacturing, material handling and warehousing sub-processes. Distribution and logistics process deals with the retrieval and transportation of products to retailers, distribution centers or final customers. These processes interact with one another to produce an integrated supply chain. UNDERSTANDING THE SUPPLY CHAIN There are specific roles for each function in the Supply Chain that are supported by the activities of Demand Planning. At a basic level, the Supply Chain flow of a product looks like this, beginning with Create and ending with Deliver. Source Create Plan Sell Deliver Make Create: One level below the Create flow are individual departments that support these Supply Chain actions. Create involves Research Development, Regulatory Affairs, and Product Development as new formulas are discovered, tested and developed for the market. Sell: It is focused on introducing the product to market and driving consumption. Sales, Marketing, Category Management, Market Research, Marketing Services, and Trade Marketing are key departments that support this process. This phase is also a critical communication feed to the Plan phase as it is closest to consumption and customer needs. Plan: It is the center point of the Supply Chain responsible for the creation of inventory levels that coincide with the needs of customers or distributors, which is one step before consumption. It is also the point where financial planning is executed and PLs are managed. Demand Planning, Supply Planning, and Finance departments are usually found within this point in the Supply Chain. It is important to note that the position of Demand Planning here is the hand-off from Sales to Operations, giving it the unique opportunity to link the companys supply chain activities. This is the kick-off to execution of the companys strategic plan. Source: It is the first step in producing product for sale, as raw materials, packaging components and finished goods are procured. Purchasing and Contract Manufacturing take place here in preparation of the manufacturing process. Make: It is simply the manufacturing of materials and components that result in finished goods inventory. In a synchronized Supply Chain Manufacturing, Packaging, Quality Control, and Technical Operations execute the inventory plan developed upstream in the Plan phase. Deliver: It is the physical movement of finished goods from manufacturing points to the distribution network, and finally to customer distribution centers, ready for replenishment to store level locations for consumption by the public. Distribution, Transportation, Logistics, and Customer Service are the key organizations that reside in the final phase of the Supply Chain. Demand Planning At the front end of your supply chain, your demand plan accuracy drives your production, inventory, distribution, and buying plans. With Demand Planning, youll have the tools to improve forecast accuracy with advanced statistical forecasting capabilities. Youll get the sharpest, most accurate picture of customer demand as a solid foundation for your sales and operations plan, plus tools to help you extend beyond forecasting to create a fully synchronized demand-replenishment plan integrated with your ERP system. Demand Planning provides a single, global view of the truth to accurately predict and shape customer demand across your enterprise. It helps manufacturers and distributors like you understand your total demand plan to take into account: * Seasonality * Promotions and events * Product lifecycle changes Demand Planning contains three modules that you can deploy individually or combine to form a complete supply chain planning platform: I. Demand Planner—to deliver accurate self-learning forecasts for improved forecast accuracy. II. Inventory Planner—to optimize inventory at each distribution hub, ensuring the highest levels of available stock for a given customer service-level target. III. Replenishment Planner—to plan inventory and distribution movements through every node of your supply chain, from supplier through manufacturer and all levels of your distribution chain. More than 25 years of supply chain management experience built into Demand Planning, so you can be assured theres proven, rich functionality driving your global supply chain, with supply chain experts guiding you to best practices. Demand Planning provides advanced statistical capabilities combined with market knowledge gained through internal and external collaboration to bring pinpoint accurac y to your demand plans. With Demand Planning, you get: Demand forecasting: This powerful forecasting tool in a graphical environment automatically detects seasonality, trends, slow-moving items, unusual outliers, and step changes in demand. With the self-learning engine, you forecast demand at any combination of product group, customer, or channel. Model scenarios to see the effect of promotions and events and their future impact. Web-based collaboration: Share knowledge with every stakeholder in the demand planning process. Your internal sales and demand planners better shape demand. External customers contribute with visible input to improve your responsiveness. Suppliers upstream know your plans and improve their delivery performance. Inventory planning: Analyze, model, and strike the right balance between target service levels and your inventory investment. Redistribute inventory according to predicted demand to ensure it meets tailored service levels—and increase your stock turn rates. Replenishment planning: Automatically align supply replenishment with demand across your entire manufacturing and distribution network. Using different modeled scenarios, you can see results ripple through and quickly realign inventory, transport, manufacturing, and buying plans. The Demand Planning Difference Unlike other supply chain management systems, Demand Planning uniquely offers: * A self-learning statistical forecasting engine that improves accuracy over repeated forecasting periods by learning and continually adjusting its model between forecast and actual. * Collaboration with all stakeholders in the demand planning process through a web-based user experience. * Flexible hierarchies so you can properly model your physical and operational supply chain—and change the models as your business changes. * Integrated inventory planning and optimization for stock-based supply chains so you can balance investments in inventory with desired customer service level availability.* Replenishment planning across your entire distribution chain, ensuring inventory flows through the chain to protect customer-facing distribution hubs and ensuring the highest levels of availability. * Exception alerting to draw attention to potential shortfalls in availability so you can respond more quickly to re-flow supply from alternative sources. Integrated Demand and Supply Planning for Consumer Goods and Services Companies Accenture (Global Management Consulting) helps consumer goods and services companies with aligning customer expectations with supply chain plans through our integrated demand and supply planning approach.Overview According to Accenture research, high-performance businesses are much better and faster than their competitors at allocating resources and achieving superior return on investment. And that is largely because their approach to demand planning is highly sophisticated. Global operations call for a higher level of integration between demand and supply. Accenture helps consumer goods and services companies collect actionable insights on market trends and customer expectations and align them with supply chain plans to get the right products to the right consumers at the right time through our integrated demand and supply planning approach. Sales and Operations Planning (SOP) There are many ways to manage demand and supply planning activities. In most larger companies, the Sales and operations planning (SOP) process is the most common. SOP is at the heart of balancing supply and demand, and aligning the company around a common financial, demand and supply plan. It is an integrated business management process through which management continually works to achieve alignment among all functions of the organization. Smaller companies can benefit greatly from this approach. Most try to facilitate the process using spreadsheets and data pulled from the ERP. The problem, volatility of demand, uncertainty of supply, and increasing customer expectations are challenging companies in their goal to maximize business opportunities and minimize risk. There are many components to SOP plans. In most situations an SOP plan includes an updated sales plan, production plan, inventory plan, new product development plan, and a resulting financial plan. At the highest level, these plans are designed to achieve the financial and strategic objectives of the company. In most companies, the planning frequency is monthly and planning horizons are 12 months. Situations in which there are short product life cycles and high demand volatility require a more frequent SOP planning schedule. A properly implemented SOP process routinely reviews customer demand and supply resources and â€Å"re-plans† quantitatively across an agreed rolling horizon. The re-planning process focuses on changes from the previously agreed sales and operations plan. While it helps the management team to understand how the company achieved its current level of performance, its primary focus is on future actions and anticipated results. Demand Caster methodology includes all elements of a robust SOP process. It follows the traditional 5 step SOP process described below. Sales and Operations Planning Steps: 1. Data Gathering: Collect data on past sales, analyze trends, and report forecasts 2. Demand Planning: Validate forecasts, understand sources of demand, account for variability, and revise inventory and customer service policies. 3. Supply Planning: Assess the ability to meet demand by reviewing available capacity and scheduling required operations. 4. Reconciliation of Plans: Match supply and demand plans with financial considerations 5. Finalize and Release: Finalize the plan and release it to implementation

John Locke on Tacit and Unintended Consent Essay example -- Empiricists

In his Second Treatise on Law and Government, John Locke outlines clear and coherent standards for what constitutes a legitimate government and what persons one such government would have authority over. Both are determined by citizens' acts of consenting to relinquish to the government part of their natural authority over their own conduct. Unfortunately, the situation becomes much less clear once we consider how his standards would apply to the political situation existing in the real world today. If we continue to subscribe to Locke's account without altering its standards, we would see a precipitous drop in the number of people whose interests existing governments are responsible for serving. In this paper I will show that with certain changes and clarifications to Locke's standards, the responsibilities of existing governments need not be allowed to shrink so drastically. This creates a tradeoff, however. Changing the standards to apply more closely to actual functioning govern ments has the consequence of making it more difficult to determine the legitimacy of those governments. Some of the clarity of Locke's theoretical model is lost in translating it to apply to actual instances of government. A cornerstone of Locke's political philosophy is the idea that a government holds power legitimately only through the consent of the governed. A civil society consents to grant a particular government rule over it, and each person chooses on an individual basis to become a member of a particular civil society (II, 117). As giving such consent has far-reaching consequences over a person's life, Locke provides further explanation of what "consent" entails in this context. Only one way exists to become a member of a civil society: express consent. From Locke's account this would have to be a fairly formal business, which the individual enters "by positive Engagement, and express Promise and Compact" (II, 122). Locke's original wording is important because it seems to imply that unless a person actually makes a public agreement to submit to government law in return for protection of person, liberty, and property, she has not expressly consented. He makes it clear that there are no alternatives to this official process if one is to become part of a civil society, (II, 122). Even if one is not considered part of a particular civil society, she mus... ... of a government can be measured by the effective options available to its citizens. If we had held to Locke's standards for consent to membership in a civil society and submission to government rule, we would have concluded that most people in the world are tacitly consenting to the rule of governments created by very small groups of explicit signers of social contracts. This would lead to a bizarre picture of the political landscape very much at odds with intuition and with modern reality. By changing standards for consent to mean compliance with official requirements for citizenship when other options are available, we are able to account for those who consider themselves and are considered members of a civil society without having given explicit consent, while at the same time freeing those not given a choice from the appearance of having given consent. A government is then legitimate to the extent that its citizens have given consent according to these standards. It is one of those rare examples where laws have made the situation clearer. Sources: Locke, John. Second Treatise. From Two Treatises of Government, Laslett, Peter, ed. New York: Cambridge University Press, 1988.

Integrated Marketing Communication and Branding Essay

Abstract In an increasingly competitive marketplace, greater emphasis is being placed on brand image development as the basis for consumer discrimination. Advertising has a central role to play in developing brand image, whether at the corporate, retail or product level. It informs consumers of the functional capabilities of the brand while simultaneously imbuing the brand with symbolic values and meanings relevant to the consumer. These two functions of advertising closely parallel the informational and transformational schools of advertising effects and theories on the central and peripheral routes to consumer persuasion. Such dichotomous approaches to explanation are unlikely to represent the reality of consumer choice in that brand image is likely to be formed by the simultaneous absorption of advertising messages based on both the functional and expressive capabilities of brands. Source: http://www.emeraldinsight.com/case_studies.htm/journals.htm?articleid=857593&show=html&WT.mc_id=alsor ead Abstract Purchase intentions for apparel products often require physical examination prior to purchase. Hence, greater risk is associated with shopping online for apparel products, making it important to examine factors that reduce various risks influencing online purchase intentions. This study examines and compares the impact of two of the most important risk reducers for online apparel shopping – product brand image and online store image – on specific types of perceived risks and online purchase intentions for apparel. The results show that product brand image influences consumers’ online purchase intentions both directly and indirectly by reducing various risk perceptions. Online store image impacts purchase intentions indirectly by decreasing risk perceptions. The results of this study provide fresh insight into understanding the impact of product brand image and online store image on each type of perceived risk associated with online shopping Source: http://www.sciencedirect.com/science/article/pii/S096969891200029X Abstract Purpose – From an integrated marketing communications perspective, this study aims to analyses what level of consistency among brand messages is more effective in terms of customer-based brand equity. In particular it aims to evaluate its impact on brand knowledge structure, and how brand familiarity moderates this influence.. Source: http://www.emeraldinsight.com/case_studies.htm/journals.htm?articleid=17014825&show=html&WT.mc_id=alsoread

Telephone’s Influence on Society

Over the centuries, people have been striving towards a fast, reliable means of communication. At first, those gaps were bridged with language, usable in face-to-face encounters and then written language, which could be transported over vast distances, though the timeliness of the message left something to be desired. Some civilizations used methods other than written languages to communicate messages accurately across long distances. Perhaps the most famous example would be the Incans of South America. When one village had to deliver a message to another village, several colored pieces of string would be knotted in a specific pattern then run to the neighboring village to deliver the message. Other peoples simply used oral messengers to carry the communication to others. Again, the problems with these systems were two-fold. If one simply sent a messenger, the communication could get lost in the traveling process, and if one sent some sort of written messages, those devices could easily be misplaced. Also, these methods relied on the speed of the messenger, which could vary, and the distance the message had to travel. For instance, in the War of 1812, the English and Americans signed the Treaty of Ghent in late 1814, effectively ending the conflict. However, it took six weeks for word to reach the capital of the United States and even longer for it to reach the outlying cities. Because of this, the bloody Battle of New Orleans occurred after the treaty had been signed, costing the British armed forces over 2,000 lives. Obviously, the need for instantaneous and accurate communication was reaching a paramount level with civilizations being spread across such vast distances. The telephone, invented by Alexander Graham Bell in 1876, solved this problem by transforming human speech into a series of electrical signals that could be sent very much like a telegraph, though on different wires. This invention took quite a while to catch on as the now popular telegraph system had a stable infrastructure already in place. However, the benefits of instantaneous, clear communication eventually outweighed the convenience of the existing infrastructure, and the telephone became the preferred means of communication across distances. Before the telephone, people generally communicated through written prose, usually some type of letter or other document. Although the telegraph did much to speed up the communication process, it was still too cumbersome for everyday use and was not something that normal people used to communicate with their friends and family. Long letter were the norm, with face to face contact being preferred with neighbors unless there was some sort of dispute to work out. Men and women also spent much more time in face to face communication when catching up with the neighborhood gossip. Local clubs and gathering were often hot spots for these exchanges. The telephone made these interactions at once more personal and yet more distant. People were able to communicate instantly (at least they were by the 1960’s when telephones were in more than four out of five American homes) and cost-effectively. For exchanges that took place over great distances, this was quite an advantage, as the news reaching these people was no longer outdated. But it also brought a gradual reduction in the time spent in face to face contact with neighbors or other local peoples. The telephone gradually morphed into many forms involving both wired and wireless technology. From the phonograph to the dial phone to the Iphone these innovations have become almost central to everyday life of modern Americans. And without these products, daily life would be much different, especially with the value people now place upon instantaneous information. This sort of communication is now central to most civilizations, and it would be impossible without the services of the telephone.

Hawaiis Volcanic Hot Spot

Hawaiis Volcanic Hot Spot Under the Hawaiian Islands, there is a volcanic â€Å"hot spot,† a hole in the Earth’s crust that allows lava to surface and layer. Over millions of years, these layers form mountains of volcanic rock that eventually break the surface of the Pacific Ocean, forming islands. As the Pacific Plate very slowly moves across the hot spot, new islands are formed. It took 80 million years to create the current chain of Hawaiian islands. Discovering the Hot Spot In 1963, John Tuzo Wilson, a Canadian geophysicist, introduced a contentious theory. He hypothesized there was a hot spot under the Hawaiian Islands - a mantle plume of concentrated geothermal heat that melted rock and rose up as magma through fractures under the Earth’s crust. At the time they were introduced, Wilson’s ideas were very controversial and many dubious geologists were not accepting theories of plate tectonics or hot spots. Some researchers thought that volcanic areas were only in the middle of plates and not at subduction zones. However, Dr. Wilson’s hot spot hypothesis helped to solidify the plate tectonics argument. He provided evidence that the Pacific Plate has been slowly drifting over a deep-seated hot spot for 70 million years, leaving behind the Hawaiian Ridge-Emperor Seamount Chain of more than 80 extinct, dormant, and active volcanoes. Wilson’s Evidence Wilson worked diligently to find evidence and tested volcanic rock samples from each volcanic island in the Hawaiian Islands. He found that the oldest weathered and eroded rocks on a geological time scale were on Kauai, the northernmost island, and that rocks on the islands were gradually younger as he went south. The youngest rocks were on the southernmost Big Island of Hawaii, which is actively erupting today. The ages of the Hawaiian Islands gradually decrease as seen in the list below: Niihau and Kauai (5.6 - 3.8 million years old).Oahu (3.4 - 2.2 million years old)Molokai (1.8 - 1.3 million years old)Maui (1.3 - 0.8 years old)Big Island of Hawaii (less than 0.7 million years old) and it is still expanding. The Pacific Plate Conveys the Hawaiian Islands Wilson’s research proved that the Pacific Plate has been moving and carrying the Hawaiian Islands northwest off the hot spot. It moves at a rate of four inches a year. The volcanoes are conveyed away from the stationary hot spot; thus, as they move farther away they become older and more eroded and their elevation decreases. Interestingly, about 47 million years ago, the path of the Pacific Plate changed direction from north to northwest. The reason for this is unknown, but it might have been because of India colliding with Asia at approximately the same time. The Hawaiian Ridge-Emperor Seamount Chain Geologists now know the ages of the undersea volcanoes of the Pacific. In the farthest northwest reaches of the chain, the underwater Emperor Seamounts (extinct volcanoes) are between 35-85 million years old and they are highly eroded. These submersed volcanoes, peaks, and islands extend 3,728 miles (6,000 kilometers) from the Loihi Seamount near the Big Island of Hawaii, all the way to the Aleutian Ridge in the northwest Pacific. The oldest seamount, Meiji, is 75-80 million years old, whereas the Hawaiian Islands are the youngest volcanoes - and a very small part of this vast chain. Right Under the Hot-Spot: Hawaii’s Big Island Volcanoes At this very moment, the Pacific Plate is moving over a localized source of heat energy, namely, the stationary hot spot, so active calderas continually flow and erupt periodically on the Big Island of Hawaii. The Big Island has five volcanoes that are connected together – Kohala, Mauna Kea, Hualalai, Mauna Loa, and Kilauea. The northwestern part of the Big Island ceased erupting 120,000 years ago, whereas Mauna Kea, the volcano in the southwest part of the Big Island erupted only 4,000 years ago. Hualalai had its last eruption in 1801. Land is continually being added to the Big Island of Hawai’i because lava that flows from its shield volcanoes is deposited on the surface. Mauna Loa, the largest volcano on Earth, is the most massive mountain in the world because it occupies an area of 19,000 cubic miles (79,195.5 cubic km). It rises 56,000 feet (17,069 m), which is 27,000 feet (8,229.6 km) higher than Mount Everest. It is also one of the world’s most active volcanoes having erupted 15 times since 1900. Its most recent eruptions were in 1975 (for one day) and in 1984 (for three weeks). It could erupt again at any time. Since Europeans arrived, Kilauea has erupted 62 times and after it erupted in 1983 it stayed active. It is the Big Island’s youngest volcano, in the shield forming stage, and it erupts from its large caldera (bowl-shaped depression) or from its rift zones (gaps or fissures). Magma from the Earth’s mantle rises to a reservoir about one-half to three miles under Kilauea’s summit, and pressure builds up in the magma reservoir. Kilauea releases sulfur dioxide from vents and craters - and lava flows onto the island and into the sea. South of Hawaii, about 21.8 mi (35 km) off the coast of the Big Island, the youngest submarine volcano, Loihi, is rising from the sea floor. It last erupted in 1996, which is very recent in geological history. It is actively venting hydrothermal fluids from its summit and rift zones. Rising up about 10,000 feet above the ocean floor to within 3,000 feet of the water surface, Loihi is in the submarine, pre-shield stage. In accordance with the hot spot theory, if it continues to grow, it might be the next Hawaiian Island in the chain. The Evolution of a Hawaiian Volcano Wilson’s findings and theories have increased knowledge about the genesis and life cycle of hot spot volcanoes and plate tectonics. This has helped to guide contemporary scientists and future exploration. It is now known, that the heat of the Hawaiian hot spot creates fluid molten rock that consists of liquefied rock, dissolved gas, crystals, and bubbles. It originates deep below the earth in the asthenosphere, which is viscous, semi-solid and pressurized with heat. There are huge tectonic plates or slabs that glide over this plastic-like asthenosphere. Due to the geothermal hot spot energy, the magma or molten rock (which is not as dense as the surrounding rocks), rises through fractures from under the crust. The magma rises and pushes its way through the tectonic plate of the lithosphere (the rigid, rocky, outer crust), and it erupts on the ocean floor to create a seamount or underwater volcanic mountain. The seamount or volcano erupts under the sea for hundreds of thousands of years and then the volcano rises above the sea level. A large amount of lava is added to the pile, making a volcanic cone that eventually sticks out above the floor of the ocean - and a new island is created. The volcano keeps growing until the Pacific Plate carries it away from the hot spot. Then the volcanic eruptions cease to erupt because there is no longer a lava supply. The extinct volcano then erodes to become an island atoll and then a coral atoll (ring shaped reef). As it continues to sink and erode, it becomes a seamount or guyot, a flat underwater tablemount, no longer seen above the water’s surface. Summary Overall, John Tuzo Wilson provided some concrete evidence and deeper insight into the geological processes above and below the surface of the Earth. His hot spot theory, derived from studies of the Hawaiian Islands, is now accepted, and it helps people understand some ever-changing elements of volcanism and plate tectonics. Hawaii’s undersea hot spot is the impetus for dynamic eruptions, leaving behind rocky remnants that continually enlarge the island chain. While older seamounts are declining, younger volcanoes are erupting, and new stretches of lava land is forming.