As-Salaam-Alaikum-Khawatin-Hazrat. Wasim As-San welcomes you to lecture number 12 of Marketing for Non-Profites, MKT 628, at the Virtual University of Pakistan. The component of learning is marketing information systems, or MIS. Our understanding of this component is going to be in continuation of what we have learned about marketing research. In other words, the basic objective of marketing research that we know is to establish certain findings and elevate our confidence to make certain good decisions. With the way we understand our business, we understand the environment. Yet, we carry out certain market research studies because we're not absolutely sure about how things may look like at the once we have the established findings. And the fact is, because once we have carried out marketing research, the chances are, our findings may look a little different from what we earlier had assumed, or what really was the hypothesis before we carried out the market research study. Experts are of the view that the nonprofit sector, being cash-strapped most of the times, is not in a position to carry out marketing research studies every time a situation warrants that kind of a study. So in other words, we have to have certain means because the way we can generate accurate information that must lay the ground for us to make good decisions. And that ground could be laid by looking into a few areas that we call marketing information systems. First of all, we have to develop the understanding about what information systems are. Basically, it is collection of information and the storing of information, and then analyzing the same information so that it could be disseminated among all those managers who are supposed to make or who are responsible to make important, vital, strategic decisions for the program that you are to execute. Experts say that the information systems should be such that good information should automatically feed into the system, thereby providing to you with the platform that you need to make decisions. And in other words, it has to be kind of a routine effort, some kind of a set procedural mechanism, whereby you come up with the right most information on daily basis and then weekly basis and then monthly basis. The idea is to generate and then analyze information. Before I proceed with the four sub-systems that form the overall marketing information systems, let me talk about the five generalized areas that are addressed to the bio-information systems in any environment. May that be a commercial environment, meaning the private sector, or may that be non-profits? Information systems could basically deal with things like rather data on customers. In the context of non-profits, we can say that we need to look into our customers if they happen to be the ones to buy our products or services or any commission that we are out to sell or out to accomplish. So we need to develop data about the customers, activists, the volunteers, and so on and so forth. The second area of the data generation is the operations. If the non-profit happens to be into some kind of operations, for example, you are into the food bank or nursing home or an organization that is helping people on the medication to control different elements, you are supposed to have complete data on the nature of operations that you are undertaking. I'll talk on this a little more for the help of examples in a moment. The third area that requires us to generate data is on employees. And when I talk about employees, it is employees anywhere, meaning the commercial sector or the nonprofit sector. In the nonprofit sector, along with employees, we need to generate data on activists and volunteers again. And then the fourth area is about suppliers. And in the nonprofit context, it has to be not just the suppliers who are supplying different products or offering us different services or helping us with some vital information, because they happen to be a great source of information provision to the nonprofit that we are operating. We need to also generate information on our partners if we happen to be in a cost marketing relationship. We need to generate data and information on any allied parties that are into partnership with the nonprofit. And the fifth area with which information systems deal is that of financial data. We know without financial data, no company or no organization, commercial or nonprofit, is going to find out where it really stands. Therefore, we need to carry out an exercise of generating this data on daily basis. With this understanding of the five major areas with which information systems deal, we need to ask ourselves certain questions. Before we get into developing the understanding for the subsystems that form the overall marketing information systems. And that understanding can be developed by asking ourselves certain questions like, what information we need in order to make the decisions that we need to make. So in other words, first of all, we have to be very clear about the decisions that we need to make on daily basis. And then we have to zero in on the content of the information that we need to generate. The next question you may ask yourself in this context is, do you really have that information or not? If you have that information in what form it comes, it has to be institutionalized by developing certain procedures whereby this information automatically feeds into the system. And that's what I said to begin with that we have to have a system whereby information generated automatically feeds into it and becomes a bigger database for us to later analyze that information and then disseminate it. So the next question that we may ask ourselves is, what is it that is going to bring in all the information that we desire? The meaning all that portion of the information that is lacking in case we think we do not have complete information or in case we might think to ourselves that we need to improve that information because we want to make even better decisions. And then we look into the possibility of looking into certain publications, the magazines, journals. We also consider the possibility of attending certain seminars whereby we can generate information for the future. Or we also may look into the possibility of putting together a research design to carry out a comprehensive quantitative research if that is something which is going to help us and if that is something which is absolutely essential and inevitable. We might be content with getting out a small focus of the group study whereby we can establish what we really want to achieve in terms of generating information for the overall system. If you think that the focus group is not good enough, we might as well get into detailed interviews because that's one of the shortcomings where the focus groups that we eventually may have to get into detailed interviews are the simple reason that in many instances the respondents generally are not willing to come up with very accurate and honest answers. They go by the mentality of the overall group and like to at times give responses that may please the moderator at that particular point in time. And therefore if we think that we need to carry out the detailed interviews, we might as well consider that option so that our information base can be as accurate as possible and as comprehensive as possible in order to make the decisions that we need to make on daily basis. For, do not forget this thing, making good decisions and that we need to make decisions every now and then. Once we are clear about all the tools that we need to have to put together all the design information, we can be content with the information content, required for analysis and then executing our programs with certain controls. And once we are satisfied that we are in a position to control our programs and implement those programs to achieve the mission, I think the organization is all set about the information systems, which it can claim are good enough for them to move forward, but they should never claim that they have the best of information systems. Now, coming to the subsystems that form the overall system. The one is the internal reporting system. The second one is the market intelligence system. The third one is marketing research. So in other words, the marketing research happens to be one of the subsets or one of the subsystems of the overall marketing information systems. And that is where I would like to point out that we need to take a broader viewpoint that goes beyond marketing research for us to decide which subset of the overall information systems is the one that we need at a particular point in time. And the fourth one is what they call the marketing analytics. That subsystem, as the terminology suggests, is all about analyzing the information that we have put together through interviews, through the different reports that we generate every day, or through quantitative marketing research, that whatever is the source of information that takes the backseat. But once we start analyzing that information for us to make the decisions that we need to make. Another important thing about the MIS is that it does not take place in isolation. What I mean is we cannot operate within a silo which is the organization. It has to have a relationship with the external environment because we're dealing with constituents of the different forms and nature. We are dealing with different kinds of publics, input publics, then partner publics, consuming publics. We are dealing with the different segments of the external environment which is economic environment, the social cultural environment, regulatory environment, legal, and all other subsets of the environments to which you know very well affect what the organization is doing. We have learned that particular segment, I think, by a total clarity, and therefore it goes without saying that the external environment and all the factors that govern the external environment do have a direct bearing on the subsystems that operate within the overall marketing information systems. It is an ongoing iterative process that keeps the two environments interactive all the time and because of which we are in a position to execute our programs. And during execution, while we exercise controls, we again interact with the external environment which takes us back into the internal environment and it becomes kind of an iterative process which I'm going to show you in a while with the help of a graphical illustration. The fact remains that external environment into the internal environment which consists of four subsystems and then out into the environment to execute our programs. Let us talk about the first subsystem which is all about internal reporting. I think it goes without saying that we generate so many different kinds of reports that while we carry out our operations. We talked about the five major areas, information systems, the basic that we deal with and this is one thing that must take precedence over anything else. Whatever we do within the organization has got to be recorded and recorded as per a certain prescribed procedure and that is where the importance of different manuals come in. You have learned things like the purchasing manual, the accounting manual, the HR manual and with all these manuals which prescribe certain systems and procedures as to who's responsible to do what whether you carry out your activities in terms of the daily operations and then develop those daily reports. With the help of those reports could you generate information that you of course desire and you collect that information on weekly basis and then monthly basis and so on and so forth. The fact is that you need to have complete information and whatever information you have for up to the minute moment that you have updated database for the past the meaning the time that already has lapsed. With these reports that you can look into the things like the number of the food packets that you have distributed in one particular day to different kinds of households and when I talk about different kinds of households you have to classify which households are the ones that get food packets free of cost and which are the ones that get food packets at a subsidized price. Well, there's a classification of something being totally free and something that costs although in a subsidized manner. The fact remains you have two different segments and you have two different treatments of the record. You need to have complete financials in relation to what is being given away. Totally free of cost and what is it that is costing you and you are subsidizing that cost with the help of donations or with the help of the other supports in kind from the different constituents. So whatever is the case information that is generated has to be recorded in a systematic manner. Same as the case if you happen to be in the business of nursing home you have to be very quick on generating complete information about who's helping you with what kind of support. If restaurants, clubs and hotels are helping you with certain expertise you have to put that into a very structured and formal form so that that becomes your knowledge cash and you can draw on that whenever need be. And that is something which can be a substitute of the marketing research because you have access to some information which is valid, which is authentic and which is a matter of fact and therefore this is kind of an information which must take precedence over anything else. The point here is that any information that is generated by undertaking any dimension of the operation you happen to be a part of has to be recorded. The next subsystem is known as the market intelligence systems and as the terminology suggests it is about generating information from the marketplace for future. It is not about the past whether whatever has happened in the past is recorded in terms of internal reporting system that I just talked about and this is something which deals with the external environment and poses the great challenge for the marketing people to develop an information base which is up to date in terms of trends and developments that are taking place in the market and that may affect our future decisions. In order to generate intelligence the marketing people need to maintain a continual contact with the different constituents who are to be integrated in terms of being on the same page for the information desired by the organization. Of course these constituents are the ones who are important stakeholders and they should be taken into confidence for you to face a certain strategic situation in future and the information that you need from them has to come from them in a forthright manner. You also look into publications and all those secondary research materials that are available in libraries or on the internet so that you can attain a level of preparedness to deal with the future situations. The idea here is to be prepared for the certain eventualities which may look into your eyes in times to come. Experts also suggest that nonprofits send their managers to different seminars even if they take place in foreign countries because that is a great learning ground for managers to look into developments that are taking place elsewhere in the world and the impact of those developments on their own organizations back home. The great question here is what happens if you have developed information through the market intelligence systems? Well the answer lies in having somebody or having a small team that can put that information or intelligence into a proper perspective. All that intelligence has to be translated into the very well structured kind of information which can be helpful for decision making. Things that may not be very relevant or that ought to be omitted but all those developments that may affect our movement in terms of achievement of the mission have got to be recorded and we have to have smart managers who can give that information the right perspective so that whenever we need to have access to that information we know what we are looking into and what is it that is applicable to our situation. The third system is what we already know and that is the marketing research system. Here one thing I would like to point out is that the marketing research although being an expensive activity may not leave us in totality. So in other words there are situations in which we have to count on the marketing research. We have to go back to marketing research and carry out some level of research whether qualitative or quantitative because there are situations which aren't to be established in absolute certainty only through the research findings. I am not saying that research findings will tell us what those situations are they will certainly lay a very solid ground for us to move forward and to move with a lot of confidence towards the certainty that I referred to. Here I may give you the example of the need to know what exactly should be the position of the company in the minds of your customers so you need to carry out some kind of marketing research through maybe focus group. You need to know whether there is a need for repositioning the organization or what are the motivating factors for donors to donate towards your cause. What are the factors responsible for causing a shift in their preference for some other nonprofit organization to your disfavor. You know that the shifts are taking place and the external environment is pointing that out in a very vivid form and therefore you need to undertake certain collective measures and you decide to carry out research to first establish what really are the motivations on part of the donors who have been so active toward our cause and what is it that is making them drifting apart from our cause. So these are the kind of situations in which we need to carry out marketing research and we cannot really count on the past experience or in other words all the information that we have been collecting by way of daily reports or by way of market intelligence from time to time. The need of our is that we carry out market research and establish for ourselves what exactly are the parameters that we are looking for so that we can base our movement on that. Research is extremely vital because we do not really want to base our decisions on casual observations. The fact is that findings tell us that we had a complete misconception of the situation before we started getting into the market research. I would like to take you back to the example that I talked about in one of the previous components the example of druggies. Why is it that people take to drugs? It is not because they really want to be in a highly ecstatic situation where they feel they are kind of flying and they want to be totally cut off from the rest of the world. The actual, the motivating factor is not that ecstasy it really is an escape from the troubled family life. Now this factor of troubled family life is the one that we have established through research. This is what I'm trying to establish that until the time that we carry out marketing research because we do not know exactly the motivations behind a certain behavior. And in order to pinpoint why that behavior is taking place the way it does that we need to carry out marketing research. And the ones that we have carried out this marketing research in particular I think it leads us into a very interesting conclusion and that is that we need to deal with two different segments of the market. I will not leave it to your imagination and I would rather like to talk about those very explicitly.  So to say, you have to improve their welfare by putting a stop to that behavior which is causing that addiction. And the next segment that you are going to have to deal with is the families or the family members that you need to talk with very seriously about doing something so that other members of the family do not follow in the footsteps of drugies. So with one particular program that you are approaching two different segments and you are going to position that program differently for those two different segments just try to understand the implications of the results or the findings of the marketing research which translate into having two different strategies in order to deal with two different segments. I would like to talk about this particular factor more when I talk about the positioning concept in the context of non-profits of course, so much for the time being. With the help of marketing research we also need to carry out and establish certain causal relationships like I talked about in the example of drugies. Let me give you another example so that the concepts can become very clear in our minds in a proper non-profit context. Otherwise I do have this feeling that the new people fully understand what segmentation is, what market research is and what is the importance of having the right strategy for the right segment but still I would like to talk about examples from the non-profit world so that we can be on the same wavelength in terms of our understanding of the non-profit sector.  For example, the blood pressure meaning high blood pressure and diabetes. You are advocating the need to be very regular in your habit to take those medicines so that you can keep the possibility of being struck with that eventuality in time to come. You may like to carry out marketing research in order to develop certain causal relationships as to what is it or what are the features of different personalities that make people very habitual to regularly take that medicine and what are the factors that may not make them very regular and habitual in following what has been prescribed by the non-profit. You may find out to your utter interest that the people who are very regular in taking that medicine are not the ones who happen to be in older age brackets with the meaning who have certain specific demographic features. Rather, it can be an outcome of a traumatic experience on part of people who ended up in a hospital with the blood pressure problem or high diabetes that caused some other problems. They were taken to the hospital where they understood the importance of taking those medicines they were not taking and after that episode they became very habitual and regular. This is a finding or a revelation which has come to you with the help of marketing research because before that you had just suppositions and your casual observations. Now you have exact findings and based on these findings you can come up with the rightmost strategies in order to grapple and in order to come to grips with that particular situation. If not that particular situation in which you may be handling very well you may need that information to come to grips with upcoming situations because you are equipped with very authentic findings and you can make the people aware of what may happen if they do not follow the program what is being described and if they do not change their behavior and if they do not seriously involve themselves into the exchange which you are trying to sell to them. That is the importance of research for the non-profits. The fourth subsystem of the overall MIS is market analytic system. All the information that we have collected either through internal reporting system or through the market intelligence system or marketing research that we have to transform all that into better insights because better insights help us make better decisions and the analysis that we carry out within the organizations could be simple to sophisticated. Simple analysis could be working on the spreadsheets and coming up with certain conclusions that you need to make decisions and sophisticated ones could come about with the help of application of some sophisticated statistical supports. So whatever is the situation depending on the amount of resources that you have at your disposal you make the decision as to how to analyze the information. But the fact is until the time that information is analyzed which basically has been a combination of the external environment and rather the interplay of external environment and the internal environment there is no way that you are in a position to make good decisions for your program. Let me now take you to the graphical illustration which encapsulates the whole concept that I have talked about. Here as you can see from this slide right in the middle of the illustration which is a big box that we have four systems sitting side by side with each other and this is where I would like to point out once again it is not really important that all these four subsystems that take place are developed themselves at the same time. It could be something which develops one after the other or maybe at certain points of time these subsystems are developing simultaneously. The fact is there is no hard and fast rule about it whether you should be developing all of these simultaneously side by side or one after the other. It basically is a function of time and it is a time-consuming effort with the passage of time that you are in a position to improve your internal reporting and the market intelligence systems and the marketing research programs. Although I've said earlier that these programs are not followed in response to each and every situation which is or which rather qualifies for conducting marketing research this is something that we have to be very discreet about and very discriminating about because of shortage of funds get the most of the time and then we have an analytical marketing system which is all about analyzing the collected data and information. But important arms of this major internal silo is what you see on the left-hand side and the right-hand side of this graphical illustration. On the left-hand side we have constituents in the marketing channels which play their role in generating some vital information that goes into the MIS then we have publics of different kinds we have macro and environmental factors and then on the right-hand side we have planning, execution and control because the outcome of the MIS is what we execute the meaning execution of our programs and we of course plan for those programs and that is why the planning shows itself as an important factor but the fact is that execution and control are the two major things that we need to do and as you can see this outcome goes back into the external environment and then over again into the internal one and this makes the whole thing an iterative of the process which goes on all the time. This component is on segmentation We as marketing people know that any marketing effort is a function of the application of segmentation theory the reason being that the whole market cannot be just the one monolithic piece and the marketing people have got to divide the market into different groups calling them segments because they're the different groups of customers or people are going to show different behaviors they manifest different features and those features or those behaviors that have similarities they form themselves into segments and the one segment therefore has to be composed of all those customers who have so many things in common what those things are we are going to talk about that as well but the fact remains that the market has to be divided into segments and we've got to understand what should be the characteristics of the different segments in other words before we start dividing the whole market into different groups because we develop profiles and every segment that we talk about or we need to approach in the marketplace because we need to define the profile of that particular segment how do we do that and what are the parameters that need to be taken into consideration before we can really define our segments well first of all we've got to make sure that this segment has got to be mutually exclusive this feature of mutual exclusivity defines that there are no overlaps among different segments and they are absolutely separable if I take you back to the example of the food bank we know that we're dealing with two different segments or rather three different segments the one segment is all about free meals which are being dispersed on a daily basis and the other one is meals for congregations the two segments need two different marketing management treatments and they have their own financial implications similarly we know that food that is being dispersed at subsidized price is yet another segment because we're dealing with families that are in a position to pay to a certain extent and the remaining portion is being subsidized by the organization and therefore we are dealing here because we're at third segment in total differential from the other two this is what really explains the mutual exclusivity the second characteristic of segmentation is exhaustiveness but the meaning that we've got to undertake an exercise which exhausts the whole market into different well defined segments leaving no portion of the market as a group which cannot be classified or which cannot be defined as any particular segment so therefore if the total market consists of with 100 people that we've got to see to it that all those 100 people are divided into different groups in practicality it is not as arithmetical as I've said but my point is that we should not leave any portions of the market as unattended segments and have to make sure that everybody is accounted for let me take you back to the example of nursing home where we are in the process of determining as to who our target market is and we're dealing with different segments of the market that are providing us with some vital information on the possible qualification of the target market we have activists and we have volunteers and maybe another segment who are all helping us with this vital information and we miss out on a segment which we may call of doctors who attend to the old age patients and chemists who sell those medicines that are acquired by the old age people all of a sudden we realize that this is a segment that really could be very helpful in pointing out where that population is and what are the kinds of treatments they are subjected to and we somehow missed out on this whereas this happens to be a very important segment here I would like to take you back to the instrument of market intelligence which should work automatically into the system in a way that it indicates a very important segment which can make the whole exercise very purposeful so this is what is meant by exhaustiveness the next feature of segmentation is the measureability which is all about defining the size of the market until the time that we know the number of addicts because we are going to deal with in terms of their rehabilitation and the size of the market which consists of their families that we cannot really make of a program that could be very effective and therefore what is the size of the market what are the motivations could be behind different behaviors demonstrated by the target market as well as any other related to the group that is associated with that particular segment our exercise of defining the segments is not really complete the next feature which the exercise of segmentation must carry is reachability and this perhaps is one of the most important features of the segmentation because this basically is a function of marketers ability to reach their target market if they cannot reach the target market there is no marketing at all and therefore we have to very carefully look into our ability of putting together integrated communication campaigns that connects us with the target market the next feature of segmentation is substantiality which basically refers to the largeness of a segment of customers or stakeholders or it may be based on the amount of consumption let me give you the example of the two different segments in terms of their largeness and also smallness which is the opposite you are working for the fight for cancer and you may find out that a lot of many people are willing to donate to what that costs because they think it is a very noble cause and the people who have been inflicted by this serious ailment have got to be helped and you end up realizing that it is not just the one segment rather it is going to be so many different segments like there could be different sorts of individuals and there could also be the corporate entities who are willing to help to work this particular cause and you think you are going to have more than one segment and every segment is going to be a large segment conversely you have a situation in which you are trying to rehabilitate the drug addicts meaning the druggies but you end up not attracting too many donors because they think that this is a misery which is caused by the druggies themselves and therefore you may realize that the segment of donors you are going to deal with is going to be rather small because you have to think of something more creative in order to keep the interest of the organization and the purpose of the organization alive because so that you can work on that cause but the segment remains small or it may remain small but what is it that you need to do in order to broaden the base of the segment is going to be the study of further components which we shall be getting into from time to time but the important point here is that a large segment consisting of either customers or donors or any form of influencers or constituents is a better segment than a small segment because you achieve economies of scale while you carry out your campaigns and your strategic outlook is more firm more concrete and more insightful and therefore a large segment definitely is better than a segment which is not large or rather small. The last feature of the segmentation is that of differential responsiveness. This feature is also as important as the feature of reachability. So in other words, even if we have all the features present in terms of dividing the whole market into different segments and we know that we can measure the segment we know that we can have a substantial segment in terms of this particular cause and that we can be very good at exhausting all the options to define different kinds of segments until the time that we are in a position to reach the segment and then evoke different responses from those segments we are not really into the business of segmentation of that matter, good marketing management. So in other words, differential responsiveness defines different responses that are given by different market segments. If two segments come up with responses that are very similar, it means something has gone wrong with the exercise of segmentation and we need to create conditions whereby we end up defining segments that elicit different responses so that we treat different segments with different marketing strategies by putting together different variables of marketing mix in different intensity.


I just got my Thunder 4's in the mail and I cannot wait to show you guys this shoe. So starting off with the box right here as you can see you have your modern day Air Jordan 4 box. You got the cement splatter all throughout and then on the top of the lid it has flight with the yellow jump man with the white text and then on the front of the size tag it reads Air Jordan 4 Retro Black White Tour Yellow size 13 just for me and retail on these is going to be 210 bucks and they're set to release May 13. Now before we get into breaking down all the styles, cuts and materials of the sneaker. Let's talk about the history first. So originally back in 2006 we saw the Thunder and Lightning pack release on the Jumpman 23 website. I remember this time vividly because this one I was just starting to get serious about collecting sneakers and hearing all the mythical stories about the Lightning and Thunder pack and the Eminem twos and all the other releases that were said to drop on that website and different things when it comes to the motorsport team that they had and the Jordan 5's and a different series like that even though we didn't have as many drops as we do in current time with all the releases coming out each and every week there were definitely ones that stuck out like this that definitely made a huge stamp in the game. So as you guys know I have my 2006 Lightning 4's the box is really dusty and I ended up actually getting these about four or five years ago and added them to my collection but as you can see you got the retro card right here and then you got the shoe.  Now these right here were such an iconic staple to a sneaker collection from then and still into this current time and again this is not a video about the Lightning's but they definitely do play a factor to why so many people like the Thunder 4's as well. So back in the day when these two shoes came out there was actually merch that came alongside with it. This is one of the OGTs from way back look at that 44 bucks on here. You got the cardboard price tag right here definitely a premium shirt and it's way too big for me still to this day. This is a 3X but I actually ended up getting that t-shirt when I got the Thunder 4's way way back in the day. I wore them the paint started chipping they started falling apart. Next thing you know we saw the 2012 retro come out and I was like you know what it's time to get rid of my OG Thunder's and still to this day I kind of feel like I should have never got rid of them but it's okay because we got this 2023 retro now. So like I said also in 2012 we saw the next retro of the Jordan 4 Thunder and I was kind of disappointed by that retro simply because we're so much more used to that slimmer cut and that slimmer feel when it came to Jordan 4's from basically what 2005 to like 2010 or something like that. So during that time and era that was definitely the standard when it came to Jordan 4 retro so I ended up having the 2012 pair which also came out around the same time around Christmas when the bread 11's came out. Here's a picture I was able to find on my old computer of my Thunder 4's and my bread 11's together and actually still wear those 2012 bread 11's to this day but when it comes to the 2012 Thunder 4 I ended up getting rid of those and using the money towards one of the houses I ended up purchasing which again was a good investment and now again like I said we're in current time and the 2023 retro is here and I'm so excited to finally have this shoe back in my collection. So also last year or two years ago something like that we saw the red Thunder 4's. I grabbed those from my collection just because of the strength of like it's a cool shoe but then I started to realize like I wasn't a big fan of the materials and how they put the shoe together and I was really hoping they didn't do that same thing when it comes to these in particular because it's damn near the same shoe but different colors. So let's go ahead and take it to the studio and break down all the styles cut some materials of these new Thunder 4's. All right here we go.   Okay so first impressions of this sneaker they definitely did a way better job than the red Thunder but one thing that I do have a complaint about the tongue rubbed on the toe box again so the tongue on these shoes it's not sharp but it's pretty aggressive if you want to say the least and when you put the shoes inside the box like this and they're on their sides what happens is the tongues touch the top of the shoes and you know they're moving around they're shaking around rubbing and touching everything like that and then next thing you know you have a line over the top of the toe box right here and right here on both of the sneakers and it can get white or shiny or whatever it may be but overall you could still definitely see that line especially when to put the shoe on and you're looking at that toe down perspective. Now this isn't the end of the world but hopefully we can find a way to come up with a solution. Remember back in the day when they used to put the cardboard between the Air Jordan 15's and they kind of fit in the different slots maybe Jordan Branch should start doing something like that again to help protect the sneakers and I'm sure there's a whole another side of the audience that probably doesn't even care and they just want to see more details of the shoe so let's go ahead and start with the bottom and work our way up. Looking at the bottom right here you can see you have your classic Air Jordan 4 outsole all black yellow pods on the center and then a jump man right here on the back end and then going up to the side of the midsole you got your same color blocking as your OG style all yellow right here on the front and back end black rubber around the toe and the side of the foot and then you have a white exposed air unit in the center of the heel right here now like I said with the upper I think they definitely did a very good job when it comes to these compared to the red thunders but I don't think these are the best Jordan 4s of all time or anything like that when it comes to materials because trust me we have seen some crazy suede some crazy nice collaborations and different things like that but overall the shoe is definitely solid also almost forgot to mention the suede on the lightning force is better than the thunders that's just what I'm saying I don't know let me know what you guys think if you guys get them in hand and you defer or whatever I don't know but I just feel like the lightnings way better materials than the thunders now when it comes to the overall color blocking on the sneaker with the black and yellow areas the shoe looks pretty standard to that now one thing that might be a little bit different than the previous ones that we saw in the past you're gonna have a yellow line right here just behind the laces on both sides going down the center of the foot this is more similar to your OG style and OG cut and that's something they have been really strong with when it comes to Jordan 4s over the past couple years giving us that nostalgic og cut with the slimmer toe the material folded back on the top end and the overall shape of the sneaker now a couple things that really pop when it comes to the thunders 4s in particular you have a yellow mesh just behind the black rubber nets right here around the front end on the tongue and then on both sides on the left and right of the foot right here in the center of the foot another part that really pops the yellow flight branding on the center of the tongue with the white jump man that really sticks out well and then obviously your yellow behind the tongue and then I love the classic hit you got the air Jordan branding behind the tongue upside down that's always been a fun little touch that I love to see when it comes to Jordan 4s now when it comes to the sock liner in the end so you got all black right here and then a white jump man on the center of the heel and then on the back end of the foot you have a black tab with the white jump man right here now I know a lot of people have heard say man I wish they would have done Nike air but me personally I think it's great that they did this because this is not an og yeah they came out a long time ago but these ain't no og so I don't think we need to put the Nike air on them yeah that might look cool at all but for me I feel like it's cool to help distinguish the difference between different retros and different ogs and different styles and generations and things like that so honestly I'm still happy with the jump man on the back let me know what you guys think down below in the comment section and speaking of that I'm interested to see what my wife thinks about these let's ask her I need you to rate these out of 10 and let me know what you think all right oh they cool a little bumblebee on them um no materials solid I mean it looks good they did a good job with it I like these better than I like mine these ones yeah just the color probably probably just the color okay mm they took the time on this one they didn't take the time on this one I feel like these ones I feel like they rushed it already like on the new book you can see like the line and everything like these ones and they look a little bit more faded on these ones too right but yeah they definitely do um like this has like a richness to it yeah it looks a lot better but is it like a because you know sizing can kind of like change things too that's why I got rid of my pair oh mine looks like this too and I was like oh they're all right I'll get them back if I want them again but I'll try to for the air max oh there's a good trick yeah that's a great trick so yeah out of 10 yeah I give these a 8.5 8.5 out of 10 that's solid yeah it's super solid so these are called switch off yeah and these are called the lightnings oh thunder lightnings yeah which one do you like more this is a pack but now it's not a pack now they came out separately but thunder lightning pack what do you think about the pack which one do you like more um I like the yellow on this one a bit more and I'm gonna go with this one the thunder yeah interesting yeah I mean this is this looks good too but like if I were wearing them personally I would go with this one it's a lot easier to wear a black shoe yeah definitely okay well you got any other final remarks before we get out of here all right let's finish up this video so she's definitely rocking with the thunder fours when it comes to the comparison between these two another thing that I didn't get to mention earlier the boxes I wish they definitely would have done the box like they did on the lightnings giving it that og jordan four box with the different you know aesthetic colors matching along with the sneaker I get they've done this before we've seen it on like taupe haze and other different retros and stuff like that when it comes to Jordan fours but I feel like just because there's so much nostalgia especially like putting the pack together type situation feel like it would have been dope to have the boxes matching with a different aesthetic of colors or something like that compared to two different types of boxes with the lid lift off compared to the hinge lid either way it doesn't really matter I know I get it so I want to see what you guys think if you guys haven't already make sure you guys follow me on Instagram so you can participate on the polls but basically I ask the question all the time do you think this shoe is fire or trash and also if there's ever a comparison opportunity which one do you like more so this is what the people said 93% of the people chose this sneaker being fire and 7% of the people said this shoe was trash I'm interested to see what you guys think if you didn't get a chance to vote and obviously yes I know the Jordan four is popping and then yes everybody loves the thunder and lightning pack for the majority of people out there that have been collecting for a really long time so I can understand why this is rated so high I know everybody says it's too early but when you have high rankings like this could this potentially be in that conversation for top 10 sneaker of the year maybe we'll see at the end of the year now when it comes to these two side by side I was definitely interested to see the poll results on this one and this is what everybody said 66% of the people chose the thunders and 34% of the people chose the lightning this is definitely a very interesting result in my opinion I would love to hear what you guys think down below in the comment section now let's take it back to the office and talk about numbers so now when you look at pricing before the shoe has even come out you're seeing that they're hitting for around 250 to 260 bucks in a size 13 and the lightning fours honestly aren't even hitting for that much either but I still have a feeling that in time especially with all the Jordan four hype these two are going to start to rise a lot more new sneaker heads are coming into the game and starting to love the Jordan fours especially and I think they're going to create their own new memories and nostalgia and those different things for the shoe as well the pairs are going to get beat up and in three to five years down the line we're going to see that these sneakers that everybody passed up on are very very expensive so me when it comes to the thunders or the lightnings definitely two shoes that I always feel like I gotta double up on I think when it comes to the thunder fours in particular yes it's going to be a lot more easy to wear which is understandable compared to the lightning it's just a brighter sneaker harder to mix with a lot of different outfits and at the end of the day you are going to see a bigger demand around that just like you saw in the poll results more people like the thunders than they do the lightnings and it's crazy because back in the day the lightnings were more sought after and valuable and desired in all those things than the thunder so it's kind of crazy to see the roll switch over the years which it's been a lot of years but either way it's very interesting to see the different perspectives of sneaker heads from then to now and then also me experiencing that from then to now as well and seeing everything kind of come in full circle again so for me it was fun to give you guys this review I'm excited that I was able to grab these for retail and give you guys an early look I appreciate you guys as always and if you want to see any more videos make sure you guys subscribe and I'll see you in the next one I would never let you go before you go I just launched my sneaker head academy where we got everything on the inside I teach you all the stuff that I learned over the past 15 years when it comes to sneakers, scaling, real estate, you name it we talk about all of it in there and there's a eight week program plus a bunch of monthly giveaways I give away shoes literally way too much honestly but either way I'll see you guys on the inside hit the link down below in my description or pinned in the comment section for DJ sneaker head academy and I'll see you guys over there if you made it to the end of this video let me know in the comment section which video you want to see next the gator sixes or the gator one


12. Bad words that make other people hate you Sometimes, the things you say to others or certain words you use while holding a conversation with someone can be a turn-off for them without knowing or realizing it. The only thing you begin to notice is that they react in some type of way to you. The truth is that words are very powerful. They can either motivate a person or bring them down. Bad words, particularly, can belittle someone, make them feel inferior and confine them to a life of mediocrity. According to a research carried out by Edward Rosman from the University of Pennsylvania and Harvard graduate professor of psychology, Paul Rosen, negative perspective has a greater influence on people than the positive perspective, which is why when you say certain things to people, they might feel offended and dislike you for it. In this video, I'll share with you 12 bad words that make other people hate you. This, I believe, will help you become a successful person. If you're new here, consider subscribing so that you would miss other interesting videos like this. 1. Weird Saying that someone is weird can be pretty uncomfortable for some people because it's like telling them that you are more of a better human being than them and they are not worth hanging out with you or doing something. This can make them doubt themselves and they'll begin to avoid interactions with you to avoid feeling bad about themselves. 2. Failure Calling someone a failure can be so disheartening and they will never feel good about themselves. When you call someone a failure, you give them reasons to think that they cannot win anything in life. So instead of believing in themselves and in their abilities to achieve great stuff, they start believing otherwise about themselves. 3.  When you do, it means that you think they are incapable of acting wisely. Ultimately, continuously referring to someone as a fool can even lead to a lack of self-belief and even depression. 4. Incompetent This is very common in workplaces, especially when condescending bosses want to intimidate their staff. But the problem is that no one likes to be around intimidating people. Calling someone incompetent means that they are not capable of doing the work they were called or hired to do. This can make a person feel belittled and discouraged. 5. Irresponsible When you refer to a person as irresponsible, you'd probably do so because you want them to put more thought into their actions but it might end up being a trigger because no one likes to be associated with negative words no matter your intentions were using the word. Calling someone irresponsible means that you are saying that they are acting without thinking about the possible outcomes of their actions. And of course, no one likes the sound of that. 6. Ashamed Saying you are ashamed of a person means that you are disappointed at them because they couldn't meet a certain standard or threshold. The thought of this can be disheartening. This can affect a person's self-esteem because they'll begin to doubt their abilities and adequacies. 7. Disappointed Telling a person you're disappointed in them means that they have failed to live up to expectation and this can also result in low self-esteem and low confidence level. This in turn can affect every other part of their lives. So, again, who'd like to be around someone who constantly makes them feel bad about themselves? I'm sure no one does. 8. Useless Everyone has something good about them, even if you can see it.  9. Bad Describing someone as bad, whether it is their thoughts or perceptions or their actions can make a person feel terrible and it can be demeaning. Also, telling someone that something about them is bad in a bit to correct something that they did wrong isn't going to help them improve.  10. Hate Hate is a really strong negative word to use. When you tell a person that you hate them or something about them or what they do, you're saying to them that you have a very intense dislike for them. How do you think this will make them feel? Good? Of course not. It will create some tensions in your interaction because the person knows that you are only there because you do not have a choice. Eventually, the relationship between the two of you might break down irreparably. 11. Lazy Laziness is attached to failure and no one wants to be seen or addressed as one. Telling someone that they are lazy means that they are unwilling to put in effort towards achieving something or that they have no motivation to work towards a certain goal. I mean, just because you cannot see the effort that a person is putting towards achieving a thing doesn't mean that they are not doing anything about the situation, so falsely accusing them will make them feel bad, especially when they are around you. 12. Boring When you say a person is boring, it means that you find them uninterested. This can make them feel insignificant, especially when they are around you. Sometimes, just because you do not know a person doesn't mean that they are boring. It only means that you haven't gotten to know them. So instead of jumping into conclusion and chasing them away from you, take time to discover what they like and what they don't like. There you go!  Thank you very much for watching our videos. We'll like to give you another interesting video for you to enjoy next, but before then, our team will be very happy if you can like this video and share it with your friends on social media. If you're new here, don't forget to subscribe so that you won't miss other interesting videos like this. Look at your screen now to see two other videos we handpicked for you to enjoy next. We love you.


So, hopefully you're reading. I realize that there's the phenomenon where students sometimes don't read the relevant material or even sometimes don't even bother purchasing the textbook. If you're watching this video in this video series, I hope by now you're convinced that this is a bad idea. When you read, do you know what you should write down? And when you write something down, do you read it again? And I don't mean right before the exam. I mean right before the next class, well before the next class. Did what you write down seem sensible, especially outside the context of an exam? Do you know why you wrote down and what it's supposed to do for you? But most importantly, you need to ask yourself the question of whether what you have been doing has been working out. That is, have you been reading or whatever, however you're studying for the course?  Hey, if you're confident that what you've been doing is just fine, then skip the video, skip the series. However, if you think that reading books is at least a little bit of a waste of your time, if not maybe a lot, then continue watching this series and learn how to get more out of books. In order to be an effective reader, you have to take good notes. And good notes is not just a series of sentences. Well, without knowing this, without knowing how to take proper notes, you might be able to memorize some sentences. You might even be able to and then recognize them in a multiple-choice test. You might even be able to write those sentences in some kind of correct order for an essay exam. But you haven't learned. Well, at this point there are four questions, at least four questions. You need to ask yourself and you need to answer while you're reading. What kind of book is it? What's the book about in whole or in part? Is it true or false? And yes, you get to ask this question even of textbooks. And after all this, what's the significance? One way to answer the question, what kind of book it is, and there are probably several, is to determine the subject matter of the book. Yeah, but what I have in mind is basically what your librarian does. And your librarian is much better at it than I am. So it is dividing the books into the kind that they are. So, yeah, you have fiction on one hand, and that's drama, comedy, thriller, tragedy, horror. Obviously, this is not an exhaustive list. It's just some real good examples. The purpose of fiction, what these books are trying to do is entertain.  But with fiction, they're not necessarily trying to tell you something true. They're mostly just trying to entertain.  On the other hand, there's non-fiction. Non-fiction is not necessarily for entertainment's sake. Non-fiction is kind of a deceptive label because quite a lot actually fits under here. So you have the theoretical. The theoretical is just, these are books that are trying to tell you something that's either true or false. Trying to tell you about reality or about the world. You have the theoretical on the one hand, you have the practical on the other. The practical is trying to tell you how to do something. To already take what's true and then do something with it. So just looking at the top here, we've got engineering, medicine, counseling, that sort of thing. Engineering is not going to question the principles of physics. Engineering is going to use the principles of physics. Same thing happens with counseling. Counseling is not necessarily going to question the principles of psychology. It's going to use the principles of psychology. We can have further examples, but let's just keep going. And then finally, we have just the creative arts. And the creative arts are interested in basically making what's beautiful. They're trying to create objects of beauty. Now you might look at this distinction between the theoretical, the practical, and the creative. The theoretical is always going to use something. And the practical is always going to tell us what's true. And the creative arts might use, yes, of course. These are not perfectly clean cut distinctions. But they are really helpful in trying to tell us what the book is trying to do. And trying to tell us what the author wants, what the impact the author wants on us. Knowing the subject matter of a book is one thing. Knowing what you're supposed to learn about the subject matter is another. What the book is about is learning what you're supposed to learn about the subject matter. So knowing that the subject is history is one thing. Knowing that the author is trying to inform you about General George Washington's tactics during the American Revolution is what the book is about. And this distinction may not be obvious. Okay, so think of it this way. Subjects are not the sort of thing that are either true or false, right? If I were to simply say history, it'd be weird if you responded that's false. No, subjects are not the sort of thing that are true or false. Well, in contrast, if I say something like this, that General Washington used dice to decide which territory he'd defend. Well, you know, that's an assertion. That's something that is either true or false. By the way, it's false. But this assertion, this is the point. It's the conclusion. It's the question that the author is trying to answer. And it's what the book is about. Well, there's a difference between these two things. Knowing the overall point or what the author wants you to finish the book believing or whatever impact the author wants to have on you by the time you finish the book, that's the overall point. That's what's said overall. How the author gets there is what's said in detail. You do get to ask and wonder whether what the author has written is true. I mean, some books are sacrosanct, okay. But even asking whether what is sacred is true can help you better understand why it's true. And sometimes that's more important than merely understanding what is true. A word of caution, however. You get to ask whether a book is true or false. And you should ask whether a book is true or false. However, that does not mean that whatever conclusion you reach is accurate. And this certainly doesn't mean that you're competent to ask whether a book is true or false. Now, you might think this is insulting. And I promise you, I'm not trying to be insulting. But you already know that you're not always competent in determining whether something is true or false. Written in a book. I mean, most of the people who watch this video don't know whether and where Einstein made mistakes. And he did. Most of us don't know how to, you know, read medical information and determine what information is actually out of date. Most of us, we have a good large number of people who can't spot the egregious errors made in movies that are based on actual events. Being able to determine what's true or false about a book is an acquired skill in that subject area. And not all subject areas are alike. However, you're not going to become competent unless you try and compare what you've done with others. So yeah, ask, try, fail, and learn. Determining the significance of the book is not something I can summarize in only one part on a video on a different topic. This is too much for just eight seconds. I mean, trying to figure out the significance is to figure out how this book relates to other books that are about the same thing. Or maybe not about the same thing, but on the same subject. Or maybe not on the same subject, but still, you know, nonfiction. Or maybe, you know, not even nonfiction, how it relates to fiction. The significance of the book is trying to place the book within the conceptual scheme of all of the books. That's too much to try to figure out. One little clip. When you do inspection or reading, you ask what kind of book it is, what the book is about. What's said overall and what's in detail. And while you're writing down what is said overall and what's said in detail, you have to note the structure. And what I mean by that is this. I mean, there are questions within questions and there are answers within answers. Some questions require further questions and some answers point to further answers. Remember that what is said in detail is supposed to lead you to the point. What the author wants to say overall, what the book is supposed to be about as a whole. How the author gets there from the details to what's said overall. That's the structure. Well, your immediate reaction might be something like this. Whoa, that's an awful lot. That's like taking a whole course. If you have this reaction, that probably tells you how much you do not know about reading. This is all contained within inspection or reading and it's probably the content of most any multiple choice test. It's the least demanding upon your intellect. The remaining two levels of reading are the most demanding and they have the highest reward. During analytical reading, you take conceptual notes. You write down those assertions that the author provided that is supposed to get to the main point overall. You need to ask yourself how they've been tested. What's their justification? And if there isn't any justification, what would be required to justify them? During synoptic reading, you take dialectical notes. Remember how you wanted to test those assertions written down during conceptual reading? Well, sometimes another author has already tested those assertions. Sometimes what one author has written is contrary to another or supportive or complementary or congruent or completely irrelevant. But synoptic reading is where you find those relations and you write those down in dialectical notes. Well, you might immediately respond to the question of where should I write with something like on no paper, what else? Adler suggests you write in the book as well and he suggests a list of various symbols and jots. Underline important sentences. You use vertical lines to highlight an important series of sentences, passages, or maybe even a whole paragraph. You can use an asterisk for important paragraphs or sections. Write numbers in the margins to indicate a series of the author's points, say reasons or evidence. You write page numbers on one page to reference what an author has said on another page. You write down various questions, sometimes questions that the author has asked or failed to answer, or sometimes questions that the author has inspired. The table of contents usually has enough space for you to write such notes. Sometimes the books have blank pages either at the beginning or the very end that are also very useful for such notes. Or, frankly, chapters tend to have blank space or blank page right from the chapter that are also very usable for such notes. You might wonder, Adler would suggest writing in a book to begin with. Writing in a book helps yourself with things. It helps you stay awake and active while you're reading. It helps you to think and interact with the book. It helps you remember the author's thoughts and assertions.


Hello, Andrew Maeski here with Dental Tutoring. So it is August 23rd, and if you're taking the September exam, you're probably thinking about it even more than usual. You're probably getting more nervous. And if you aren't more nervous, you probably are after now hearing me say that you probably are, right? So sorry about that, but I'm sure 99.9% of you guys are thinking more about the board exam now. So I just wanted to offer some insight on a couple of things. So I've been getting a few emails from students lately, and I thought I must not be, you know, explaining my different courses well enough because I have been getting questions on the board exam prep academy, which is a full board exam prep course. But if you were taking the board exam in September, now is not the time to sign up for that one because it's a full course. I suggest signing up for three to six months prior to taking the board exam. So that one is the board exam prep academy. But my next one is our express board exam prep. So this is the one that, if you're taking the board exam in September, this is the one to sign up for because it's a full 30 days of pretty much studying for the board exam. So you go through tests, modules, there's PowerPoints on those main topics that you have to know. So it's not as large as the other full course, but it does have everything that you have to know for the board exam. And it's perfect for those students who you feel like you probably studied enough at this point, but then at the same time, you don't know because you don't wanna not study for a month and then feel like you don't remember anything, but you don't wanna have to study things over again that you've already studied. So this is that course that will kind of go through everything with you and make sure that you know the main topics that you have to know for the board exam. Now the next thing that I do offer, which I just uploaded on the website here. So starting September the 1st, for those of you who want to sign up for a full hour, so this is for our board exam through camp. So this is a full hour of live tutoring September the 1st. And this has, I go through everything. So I go through, well, I shouldn't say everything because I don't have time to go through everything, but I go through mock exam questions and case studies for that full hour. And the nice thing about this is if you have any questions, I am there live at the same time. So if you have questions, if you're thinking, okay, this question, this is question number one, talking about period, just as an example. I don't understand why that's the right answer. Shouldn't it be this one? Well, now and there then is the perfect time to ask me because I will be there live. So students have been asking, so what's the difference between this board exam through camp and the express a board exam prep course? So this board exam through camp, this is for those students who don't want to read anymore. They don't want to necessarily read more info. They don't want to study anything else or they don't want to read like PowerPoints or notes or textbooks. They just want to know, okay, if I take this main mock exam, if I do the live tutoring, will I pass? So this is perfect for those students who are pretty much saying I have studied enough, I don't need to anymore, but just one last thing to make sure that I pass. And that is those mock exam questions that we will be going through live on September the 1st. And I do also send you guys a full PowerPoint with more questions attached to that. So mock exam questions, case studies, there's about 200 questions overall. So it is a lot, but you don't necessarily have to read anything. So this is what's happening September the 1st. But the other course, the express board exam book camp, once again, this is for those who still want to study more and you might be taking a mock exam tests or packages now and you might be thinking, I still don't feel like I know as much as I should. So if you're in that boat, then you want to take something like this because there are actually notes and PowerPoints on those topics that you have to know. So does that make sense? If you guys have questions, let me know. I do have everything for you on the main site here. I will leave the links for you on the bottom. If you're looking for the board exam prep academy, so this is three to four months prior to taking the board exam at least, or the express, which you can pretty much take any time. Or if you're looking for the board exam boot camp, which I should actually put up here a little bit higher for you. This one so far, you just have to click on the dental hygiene board exam prep. But this is actually for dental assistance too. So it's a little bit of both. And then you just have to click here. But if you guys have questions, if you're not sure about something, please just let me know and I will talk to you guys very, very soon.