Radio And Television Advertising Tourism Essay

Radio And Television Advertising Tourism Essay Jamaica is the most complete, diverse and unique warm weather destination in the world that delivers the best vacation value available. Jamaica delivers a distinct vacation experience that competitors cannot match. (JTB Marketing Presentation to Joint Meeting of Board 1995) The vibrant culture which includes fine and performing arts, literature music and history. Not to mention the exquisite cuisine, the food, coffee rum and beer. The warm, hospitable and accomplish people such as the athletes, entrepreneurs, political leaders, artists and educators are the main factors which enhances tourism development. These factors combined creatively could be used to in an innovative manner during a destination marketing process. Destination Marketing is the process of communicating with potential visitors to influence their destination preference, intention to travel and ultimately their final destination and product choices. Destination marketing is a major part of the Implementation process; it is the articulation and communication of the values; vision and competitive attributes of the destination. The actions implemented in the destination marketing phase should be uncertain should be underpinned by the findings of the Destination Planning, process and the subsequent Destination Development activities. (Destination Marketing Sustainable Tourism) Marketing strategies are designed as the vehicle to achieve marketing objectives.. (Phillip Kotler, p. 690) The Jamaica Tourist Board is to ensure Brand Jamaica destination is managed and marketed effectively. Marketing tools or techniques will have to be implemented. Tools or Techniques that Jamaica Tourist Board could use are: Radio and Television Advertising This technique is commonly used most business places. It creates awareness more rapidly when compared to news papers on a daily basis. First you must target your audience, implement creativity and unique style that will grab and attract the audience attention. Even though its cost effective, the advertisement must be able to convince people and they will relate to what is being advertised. At the end of the day, there should be some reward and profitability deriving from this tool. SWOT ANALYSIS RADIO TELEVISION Strength Creates awareness to a wide audience on a daily basis Weaknesses Very Expensive Not unique and has no style Opportunities: Develop Tourism Grab peoples attention rapidly Threat: People getting the wrong message Message not clear and concise Print Advertising Digital Printing is a very effective as well as a common marketing tool. Sometimes persons dont have time to watch television due to the increasing changes in their lifestyle on a daily basis. Brochures, Bill Boards and other innovative ideas can be used. Although this could be expensive, installing Bill Boards in a few countries and placing brochures at travel agencies, airports and other designated areas that will educate and inform persons will be an asset to assist in utilizing this marketing tool. SWOT ANALYSIS PRINT ADVERTISING Strength Bill Boards and brochures can be placed all over the world Weaknesses Very Expensive Might not reach to the audience targeted Opportunity Create awareness and interest of the destination Threat Natural disasters such as hurricane can damage bill boards Branding Branding is perhaps the most powerful marketing tool available to destination marketers confronted by product similarity where tourism products appear equal or lack differentiations to consumer and competitions. Today many destinations can offer five-star resorts, hotels and attractions, claim a unique culture and heritage and describe themselves as having the friendliest people and the most customer-focused tourism industry. Therefore, there is a critical need for destinations to create a unique identity and to differentiate themselves from their competitors. (TO 490, Destination Marketing) SWOT ANALYSIS BRANDING Strengths Jamaicas greatest strength is its name Brand Jamaica Jamaica has a very diverse culture, warm hospitality, attractions Weaknesses Persons such as our athletes and other celebrities must represent and maintain creativity and uniqueness of the brand. Opportunities Development of the Tourism Sector Investments Threats Competition High Crime Rates Social Media Social Media has become very dominant in our lives today. It is very user friendly and it does send your messages in one way or the other. Travelers today who are very skeptic and they also crave information and feedback as it relates to booking a vacation. Most travelers utilize social media for travel packages, booking vacation online, quiz social networks for eg. Facebook etc to obtain feedbacks and ideas. Social media marketing is inexpensive to travelers and the destination. It is also a good business sense, where the leaders who are responsible for managing the marketing tools, could implement a website that will showcase and advertise the destination, thus making it more simple and easy for visitors who are interested in booking their vacation. SWOT ANALYSIS SOCIAL MEDIA Strengths Excellent for customers communication Daily Updates Feedbacks Weaknesses Websites pops up and fades away People writing bad comments Opportunities Large advertising Making marketing more efficient. Threats Not able to target the right audience Fearing the unknown Keeping up with the latest trends in social media Special Events Jamaica has a very rich cultural heritage which is covered by the love of sports, music, food and other types of entertainment. Reggae music is dominant in Jamaica as well as most countries in the world. Thanks to Bob Marley for putting us on the Map. Not to mention our Athletes who have represented us on the local and international scene and continuing to do great things. Therefore, hosting sporting events will bring investors and tourist to our destination and this will develop the infrastructural aspect of the country. Entertainment Events such as Air Jamaica Jazz and Blues, Reggae Sumfest, just to name a few, have accounted for most of the receipts of tourists to our shores. Putting on more shows like these will definitely continue to promote Jamaica worldwide. SWOT ANALYSIS SPECIAL EVENTS Strengths Develop Tourism Increase Revenue for the country Infrastructural Development Weaknesses Crowded Situations Insufficient Airlifts Opportunities Sports Tourism Development of emerging markets Threats Natural Disaster Crime and Violence Tourism Marketing Plan Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Marketing is more selling than advertising. The aim is identify customers needs and to meet those needs so well that the product almost sells itself. (www.tourismcenter.msu.edu/publications) A Tourism Marketing Plan is responsible for the guidance of the marketing decisions made. These include assigning tasks, choosing markets and generating funds to promote the destination. It assists in enticing potential visitors to the destination. In order to gain success there are certain information that must be outlined about the destination. Therefore should be specific information about the people who travel to your destination and what they desire during stay. It also set the standard and provides means for all marketing activities for any destination which includes market research, brand development and management, advertising and promoting, sales, distribution and cooperative marketing opportunities. Three processes involved in such a plan are; Analysis The first stage in developing a market plan is analyzing the market. It is important that you understand the market. The resources needed, competitors involved and the structure of the business environment. The analysis sets the foundation for developing ways or strategies to detect threats, challenges, barriers, opportunities and competitions. Strategy This step which is the second stage assists in the decision making and choices in market segmentation, targeting the sectors and audience and planning the position of your product. Below is a list of steps to consider in developing a marketing strategy. Build Critical Mass Increase consumer demand Leverage the supply chain Motivate businesses to become certified Incorporate health, safety, and quality standards into green certification programs Understand international trade agreements to avoid conflicts Promote a global accreditation body (Practical Steps for Marketing Tourism) Marketing Mix The last stage is determining the general set of activities of the marketing plan. This includes determining the Marketing Mix or the or the 4Ps: Product, Pricing, Promotion and Placement. (Practical Steps for Marketing Tourism) Product: This involves the management and marketing of the product. Price: Setting a price and marketing the cost for the product and services is important. Promotion: This includes advertising, sales promotion, publicizing the destination and ensuring the word is spread across effectively and efficiently. Placement: Placement is the channels or means by which the destination is marketed. External Players assisting Jamaica Tourist Board The Jamaica Tourist Board (JTB) is an agency of the Minister of Tourism. As a result it is affiliated with a number of other agencies under the Ministry, for example the Tourist Product Development Company (TPDCO) and the Tourism Enhancement Fund (TEF). The JTB also work closely with other organizations such as The Jamaica Hotel and Tourist Association (JHTA) and Jamaica Trade Invest (JTI) in the marketing of the Destination Jamaica. (www.jtbonline.org) In order for a sustainable tourism in Jamaica, there are external organizations that could assist the Jamaica Tourist Board with their responsibilities. Ministry of Tourism (MOT) The main responsibility for the Ministry of Tourism is to develop policies that will aid to the needs within the Portfolio areas. Excess emphasis is placed on getting the all the stakeholders involved, including the private sector. As it relates to Tourism the Ministry aims to: Develop policies and pilot legislation which facilitates sustainable development of the tourism product and investment in the industry as a whole. Develop policies and pilot legislation which would ensure the maximization of the social and economic benefits of tourism for the Jamaica People. (www.jtbonline.org) Tourism Product Development (TPDCO) The Tourism Product Development Company Limited is responsible for developing and improving the Jamaicas Tourism Product. Its main responsibilities are: Returning the national budget to a surplus position Implementing innovative ideas and plans in order to improve the resort areas Seek to identify areas with potential that could be developed and enhance Jamaicas Tourism Product, develop strategies to and market the destination by reducing the level of competition, thus making the destination more marketable. Ensuring co-operation from all parties involved to protect the culture, architectural sites, wider environment and economic contributions. Tourism Enhancement Fund (TEF) The Tourism Enhancement Fund Act, 2004 was passed by Parliament in December 2004. This act provides the legal basis for the Ministry of Tourism to establish a mechanism for the collection of a small fee from incoming airline and cruise passengers. Specifically, the Act allows for: A Tourism Enhancement Fee of US$10.00 to be charged to incoming airline passengers and US$2.00 to be charged to Cruise Passengers. The monies collected are paid into a dedicated Tourism Enhancement Fund. The Fund was established on May 1, 2005 for the sole purpose of implementing the recommendations emanating from the Master Plan for Sustainable Tourism Development, 2002. (www.jtbonline.org) The economic significances the Tourism Enhancement Fund provides are: Assists in promoting growth and development Enhancing the visitors experience Makes provision for a sustainable development Encouraging a better environmental management The Fund is managed by a Board of thirteen Directors who are experienced in matters relating to Toutism and Finance. (www.jtbonline.org) Jamaica Trade Invest (JTI) Jamaica Trade Invest guides the economic and financial development of Jamaica. Their job is to implement programmes and policies that will assist them in the development of plans. In order to achieve this mandate JTI provides a wide range of services, which includes conducting research on national development issues and the provision of technical support to the cabinet. JTI also undertakes consultancy activities for government entities; manage external cooperation agreements and interfaces with funding agencies, while maintaining national socio-economic library. (www.jtbonline.org) Jamaica Hotel and Tourist Association(JHTA) Established in 1961, the Jamaica Hotel Tourist Association is the Organisation, which represents hotels, other visitor accommodations as well as the most suppliers of goods and services to the Tourism Industry. The main aim is to promote the development of Jamaicas hospitality industry and to represent the interests of its members in all flora, locally, regionally and internationally. (www.jtbonline.org) References

Kardell Paper Company Decision Essay

The Board of directors of Kardell Paper Company should accept the installation of the new processing technology witch protects the environment by refining the company’s waste water .Implementing this new technology will increase the company’s long- term profitability and reputation by providing enough power and ability to compete and operate efficiently in the future market. This ethical solution is offered, after analyzing Kardell’s board of directors’ decision to refuse the new technology due to its high turn over costs. The impacts of this decision on the company’s primary stakeholders is studied carefully by using the 5-question ethical approach. The assessment has been made by comparing the profitability, legality, fairness and rightness of the company’s decision and its impacts on major groups of stakeholders and their interests. Introduction The Kardell Paper Company (KPC) is a publicity traded company with good financial record and a profit of $1.7 million per year.Kardell’s original mill which is not designed with accordance to high environmental protection standards, is located near the Riverside, a community of 22,000 residents (Brooks 371) The local community has been suffering from an unusually high rate of miscarriages and respiratory disorders since 1985.Therefore,in the same year, a research has been done on the water sample of the river which showed high level of industrial chemical called sonox.Also,it was discovered that the plant lab failed to mention the high sonox level in its monthly report to the managers. However, after informing the CEO and the Board of Direcors, no serious action has been taken to solve this problem and proven the situation. They failed to undertake an appropriate environmental audit and even refused the possible solution of adopting a new technology to refine the companyâ€⠄¢s waste water.(Brooks 372) The Issues In fact, KPC’s board of directors faced two major problems in adopting the new technology. First, the $70 million cost of implementing the new technology which would affect the productivity and profitability of the company. Second, the issue of unemployment and job loss that will occur, as a result of shutting down during the retrofit. To analyze and asses KPC’s decision, the 5-question framework will be used. This approach requires identifying the company’s most important stakeholders, prioritizing their interests and applying five questions to examine the impacts of the company’s decision on each stakeholders group (Tucker 348). Identification of Stakeholders and their Interests According to the Corporate Social Responsibility (CSR), companies are concerned for the well being of the people, society and the environment (Brooks 399). Therefore, identification of all the stakeholders and their concerns are quite important for analyzing companies’ business decisions and ensure their long term success. The most important stakeholder groups that are impacted by KPC’s decision can be recognized and ranked as follow. Current and Future Shareholders The impact on this group measures in terms of profit or loss. In this case, current shareholders will face a short-term reduction in the dividend payments due to the high cost of adopting the new processing technology ($70 million) and the probability of capacity level reduction during the retrofit. However, if the decision becomes known, the company may end up paying high clean up and compensation costs as well as Governmental fines.On the other hand, the future shareholders such as ethical investors are more interested in long-term profits and give more value to moral and ethical behavior of the company. KPC’s Employees and Labor Union They may potentially get unemployed or receive less salaries and benefits due to the productivity reduction during the retrofit. However, KPC is putting its employees and their family’s life at risk by being the source of harmful emission and keep polluting their environment.Therefore, by refusing to install the new technology, KPC is ensuring the employees’ job and salaries at the expense of ignoring their core human rights such as right to good health. KPC’s Managements This group consists of the company’s Executive Officers and other managers who receive generous bonuses and benefits. They seek for short term profit without paying enough attention to the long term consequences of their decision. They have ignored the risks that are involved upon revelation of their decision by whistle blowers such as; possible clean up costs as well as negative reaction of the community by boycotting the company’s products. Local Community There is no doubt that KPC has CSR toward the community and therefore must ensure the business continues operating to create wealth and to build good reputation (Brooks 399). As the local community is suffering from the side effects of the high sonox level in the water, KPC has to act responsible ,honest and reliable to solve their problem. On the other hand, the local community might be highly dependant on the company as a main source of income in the area and would severely suffer during the retrofit. But, there is no doubt that saving their lives and living environment should be the company’s first priority. Government As the Government wants the health and well being of the society and protect  them from harm, it would like KPC to invest in the technology and bring down the number of sick people. Also, this might be to the government benefit as it would reduce the health cost. As it has explained, KPC’s primary stakeholders consist of different groups with various interests .For being able to asses the impact of the company’s decision, the fundamental interest of the stakeholders should be taken into consideration. The decision should maximize the well-offness of all stakeholders, should result in a fair distribution of benefits and burdens, and also should not offend any of the rights of stakeholders (Brooks 336). Considering the above mentioned criterias, even though the proposed decision may maximize some current shareholders and managers’ profits, but it is defiantly not fair or profitable for the other employees and the community.Moreover, KPC is offending the core human rights of the residents and its employees by jeopardizing their lives and health. Unquestionably those rights should be the company’s first and principle concerns. Application of the 5-Question Approach 1- Profitability There is no doubt that the refusal of installing the new processing technology which cost $70 million and results in shutting down the firm, will be profitable in short term and will also reduce the risk of economic loss.However,the likelihood of the decision becoming public by either whistle blowers or ethical shareholders has to be estimated. In this case, KPC might face serious problems such as; loosing the community support, paying high compensations and clean up costs as well as possible future lawsuits for damaging the environment.Consequently, adopting the new technology will be more cost benefit in long term.Moreover, KPC will be able to offset some costs by reclaiming waste material and sell it to chemical producers (Brooks 372). 2- Legality The KPC’s decision might not be illegal at the moment as it complies with the existing governmental limits and environmental regulations. But due to high number of miscarriages, birth defects and respiratory aliments in the area, there is no doubt that the government will tighten the standards to limit the sonox emission in near future. Therefore, KPC should make a proactive decision to reduce any chance of probable lawsuits.Also, according to the Golden Rules; KPC managers should treat the community as they want to be treated (Hunt and Cox 22). Also, KPC should give priority to the values such as Integrity, honesty, Responsibility, Predictability and try to apply more ethical principles and ground rules to implement those values. 3-Fairness While the deferment decision may considered fair and profitable for shareholders and managers, it is unfair for majority of stakeholders With regard to CSR ,KPC is not only responsible to make profit for its shareholders but also committed to various stakeholders (Brooks 359).Also, the even distribution of benefits and interests among all stakeholders a should be taken into consideration.If,this unfair treatment becomes public, it may result in severe reaction from the injured parties which will cause business failure. 4- Impact on Rights As it has described, the proposed decision had negative impact on the rights of several stakeholder groups in terms of life, health, safty and security.KPC has negatively affected the health and well being of the society and its employees by potentially polluting their environment .Therefore, KPC’s decision would be considered unethical. It has failed to respect the stakeholders’ values and preserve their health and safety rights, by not disclosing appropriate information to the public and also not taking the necessary steps to solve its technical problem. 5-Is It Sustainable Development? From the environmental prospective, KPC has to operate in accordance with high environmental protection standards. In order to prosper and progress in future, the company has to equip itself with the newest technology and skills required to keep the environment safe and sound. Conclusions and Recommendations The analysis has shown that, although KPC’s decision to defer the installation of the new processing technology might promise the short term profitability of the company and guarantee the shareholders’ interests and can be within governmental limits at the presents, it is not fair or right to the other stakeholders. Moreover, with regard to the valid probability of the decision revelation as well as the cost -benefit analysis, the long profitability of KPC might be at risk .The company may end up with paying high clean up costs and expenses. Consequently, KPC’s decision is unethical and may result in future public negative reaction and failure. The above mentioned facts and consequences should be fully taken into consideration by the Board of directors.Therefor,Kardell’s board of directors should act immediately and solve the pollution problem by adopting the new processing technology and accepting the fact that the company’s long term success and productivity depends on this action. In addition, KPC can resolve the probable job loss and unemployment during the retrofit by providing employees with early retirement packages or even ask the government to assist those employees with the unemployment insurance.

Computer Systems And Artificial Intelligence - 1266 Words

Asking a child or a computer to complete a task represent two similar, yet completely different scenarios. Instructing a baby to take his/her first steps and the outcome of it being successful on the first try will never be possible. The child would need demonstrations to understand common words such as â€Å"step† and â€Å"walk.† After countless trials, and a bruised bottom, the child would eventually stumble forward. The parents’ over enthusiastic reaction would be a source of encouragement and give the baby an equivalent amount of joy. A robot, however, would not feel the same stimulation most children feed off of to learn an activity. The machine would be programmed specifically to find a way to complete the task. Even without the advantages of emotion and demonstration, it could easily evaluate a solution by using the materials available to move itself forward. Computer systems, known as artificial intelligence, can perform the tasks humans commonly compl ete (Keswani). Both a child and computer construct a way to learn the information, but they do this in two abstract methods. Which way of learning demonstrates higher efficiency? While some believe computers have the ultimate gain, others see them as a threat. Individuals question the benefits of artificial intelligence worth pushing the limits of humanity. Machines have been flourishing and evolving to develop an array of human-like skills; this could lead to many positive and negative impacts on the way humans carry outShow MoreRelatedArtificial Intelligence, Theory And Development Of Computer Systems Essay1115 Words   |  5 PagesArtificial intelligence, theory and development of computer systems able to perform tasks that would normally require human intelligence, such as speaking, decision-making etc. When most people think of artificial intelligence (Al), they think of the robots from the movie Chappie, or I, Robot. Those are some examples of what AI could lead to but that i s not exactly it. The idea of intelligent machines go back to Greek mythology. The origin of AI can be described as philosophers who tried to explainRead MoreIbm s Artificial Intelligence Computer System1628 Words   |  7 PagesIBM s artificial intelligence computer system Watson running Linux defeated two all-time Jeopardy! champions in a ground-breaking competition[5]. What do the supercomputer grids used by the world s largest particle accelerator in Geneva[1], your neighbours TIVO digital video recorder storing their favourite programs[2], and the tens of thousands of computers that Google runs to provide your speedy Internet search results[3] have in common? They are all running a free operating system called LinuxRead MoreHuman Intelligence And Artificial Intelligence1545 Words   |  7 Pagesconsensus on what human intelligence is, how it works, and how it is formed. There are several different theories as to what intelligence is, and there is no concrete explanation of intelligence. Despite these uncertainties, many have proposed the idea modeling human intelligence and creating artificial intelligence. Many see artificial intelligence as a way to bypass human error and to improve jobs by completing them faster and more accurately. They argue that artificial intelligence can be based onRead More Artificial Intelligence Essay966 Words   |  4 PagesArtificial Intelligence Computers are everywhere today. It would be impossible to go your entire life without using a computer. Cars, ATMs, and TVs we use everyday, and all contain computers. It is for this reason that computers and their software have to become more intelligent to make our lives easier and computers more accessible. Intelligent computer systems can and do benefit us all; however people have constantly warned that making computers too intelligent can be to our disadvantageRead MoreEssay about Social And Ethical Impact Of Artificial Intelligence1370 Words   |  6 Pages Introduction As our world expands through the growing abilities and applications of computers in our everyday lives, it seems that the role of the computer has been reversed. Before we knew that the computer only understood what we programmed it to understand; however, now the majority of our society is learning more from computers than they are able to input into it. Dumm (1986 p.69) History The human aspiration to create intelligent machines has appeared in myth and literature forRead MoreSocial and Ethical Impact of Artificial Intelligence Essay examples1503 Words   |  7 PagesWhat is Artificial Intelligence? III Social and Ethical Issues Associated with Artificial Intelligence IV Part I Social Impact of Artificial Intelligence IV Part II Advantages IV Part III Disadvantages IV Ethical Impact of Artificial Intelligence V Conclusion VI Bibliography VII Introduction As our world expands through the growing abilities and applications of computers in our everyday lives, it seems that the role of the computer hasRead MoreComputer Science And Artificial Intelligence1712 Words   |  7 PagesComputer Science Computer science can be defined as a many number of technological variables, but is primarily defined as the science and processes of information processing in computer hardware and software, as well as its applications within. Computer science is comprised of many aspects that form a larger whole, that take a practical and theoretical approach to the capabilities of computers and how they process input and output information. With computers being conceived as early as the 1830’sRead More Artificial Intelligence and Investing Essay1648 Words   |  7 PagesArtificial Intelligence and Investing INTRODUCTION Artificial intelligence can be defined as the ability of a computer to perform activities normally considered to require human intelligence. The techniques of this intelligence include knowledge-based, machine learning, and natural language processing techniques. Investing can be defined as the act of committing money to an endeavour with the exception of obtaining profit. Investing activities require data identification, asset valuation (theRead MoreResearch Paper On Artificial Intelligence1641 Words   |  7 Pages Troy University IS 3310: XTIB Introduction to Information Systems and Data Analytics Artificial Intelligence Brittany Cook July 20, 2017 Abstract This research involves discovering how Artificial Intelligence (AI) has progressed and how it could potentially replace mankind. The goal of this research is to provide examples of how Artificial Intelligence is incorporated into our daily lives and provides an easier way of living. Today, we live in a world where technology is constantlyRead MoreThe Moral And Ethical Issues Of Artificial Intelligence1151 Words   |  5 Pagesinterweaved into the culture’s fabric and became acceptable. The key to understanding the moral and ethical issues raised by artificial intelligence are the four levels on which intelligent artifacts raise ethical and moral problems. The first level concerns the ethical uses of computers and how humans respond to a world that is constantly being transformed by artificial intelligence machines. With the rapid growth of the internet, it sets the values of people’s security and privacy to a higher standard

Accounting And Computer The Summa By Lucia Pacioli Essay

Abstract Nowadays, accounting and computers are interrelated with each other. Almost every business or people depend on computer for their day to day work, for many of us it has also become a part of our life. But on those days when computer were not in used for doing the business transaction or recording the financial notes, it was really hard to track assets and liabilities and to find out the actual profit and loss. Until 1974, the pattern of doing accounting was same as ancient Egyptians had started doing it 3000 years before. People during 1980’s didn’t even believe that they need computers. Gradually accounting style started to migrate from Europe to the middle east and then west. As the business grows bigger and is run by more than one person, it needs systematic way to monitor the cash. Then the Double Entry System took a birth in Italy in 13th century, which got more popular after the publicity of book called ‘The Summa’ by the writer Lucia Pacioli (known as father of accounting). However, the change in technology didn’t made any differences until the price of computers became really cheap. There was a time before the days of Microsoft or PCs when Mark Silberman, managing director of AccFin, used to lease out the firm’s computer at R900/hour to break even. But in mid-1980’s IBM launched the PC, which took the rapid evolution on accounting system from paper based to spreadsheets. Accounting history of Australia But talking about Australian accounting history,Show MoreRelatedAccounting Software For A Business Essay1257 Words   |  6 PagesIndividual Assignment Name: Altaf Gohar Roll no: EAB2389 Accounting Software/Packages used in Australia Accounting  is referred as an art of collecting, classifying, and manipulating financial data for organizations and individuals.  It  is also used to determine financial stability or financial health of organizations. Accounting is the language of business and figures and is widely used as a means of communication for financial world, without it businesses cannot survive. It is important because