The Personal Data (Privacy) Ordinance and Octopus Card System  Free Essays

The Personal Data (Privacy) Ordinance and Octopus Card System  Ã‚   Lam Ka Chun 3035069794 The University of Hong Kong CCST9029 Cyberspace Crime: Technology and Ethics Dr. K. P. We will write a custom essay sample on The Personal Data (Privacy) Ordinance and Octopus Card System  Ã‚   or any similar topic only for you Order Now Chow Ms. Chan Vivien Pui Shan Abstract This article is about the leakage of data of the Octopus card company. In 2010 , Octopus sold the information of their clients to 6 companies for promotion and made a profit of 44 million Hong Kong dollars over 4. 5 years . In view of the case of Octopus case, this article will go through three part to study it : technical aspect, ethical aspect and legal aspect. It will also suggest feasible suggestions. The dis-honest company led a leakage of personal data: Octopus Card Company Introduction of Octopus card company According to the statistics, 95% of those between the ages of 16 and 65 have an Octopus and Octopus processes over 12 million transactions a day. The card is accepted by more than 100 transportation service providers and 160 retailers, including 7-Eleven, Starbucks, and Park Shop. It can also be used at pay phones, photo booths, and parking garages. This reveals that the octopus is commonly and widely used. Also implied that the leakage of personal data influences a lot of people. Technical Issue In terms of technical Issue, Octopus card is a rechargeable contactless stored value smart card used widely in transportation and retail business. How can it transfer the money without contact? It is because it used the technique of Radio  Frequency  Identification (RFID). We will go into deeper of the RFID. RFID is the use of a wireless non-contact system that uses radio-frequency electromagnetic fields to transfer data from a tag attached to an object, for the purposes of automatic identification and tracking. The Octopus card requires no battery and are powered and read at short ranges via magnetic fields (electromagnetic induction). The tag contains electronically stored information which can be read from up to several meters (yards) away. Unlike a bar code, the tag does not need to be within line of sight of the reader and may be embedded in the tracked object. RFID tags are also used in many industries. An RFID tag attached to an automobile during production can be used to track its progress through the assembly line. Pharmaceuticals can be tracked through warehouses. Livestock and pets may have tags injected, allowing positive identification of the animal. Ethical Issue In terms of the ethical issue, there are a few points we would like to discuss. Firstly it is whether there is too much personal information required in the client agreement. The Octopus Company was questioned about if the personal information required on the client agreement was too much. The complainer claimed that the necessary information required by the scheme is actually just name and Octopus card number. Also, the client agreement was not user-friendly, because the text was too small, almost unreadable and the whole statement is too long and clumsy. But on the other hand, nowadays Hong Kong citizen are easily give out their information without knowing how the information will be used. The awareness of protection their personal data is too weak. It’s always customers’ duty to read the whole statement no matter how not user-friendly it is because it should be themselves to protect their own privacy. Legal Issue The Octopus Card Company has actually sued the Personal Data (Privacy) Ordinance. The company collected excessive personal data for the purpose of customer authentication and it failed to take all reasonably practicable steps to ensure that the applicants were explicitly informed of the classes of persons to whom the data may be transferred. Also, the company shared member’s personal data with third parties for monetary gains without their consent. The provision of data for monetary gain was not expressly stated in the Terms and Condition. This incident has actually highlighted the inadequacies of the present Ordinance as public expectation in data privacy raises, especially those in conjunction with business activities. Therefore, the government has amended the ordinance in 2012 to protect data users’ right. Six data protection principles: Principle 1 – purpose and manner of collection of personal data Principle 2 – accuracy and duration of retention of personal data Principle 3 – use of personal data Principle 4 – security of personal data Principle 5 – information to be generally available Principle 6 – access to personal data DPP1 and DPP3 are violated. Since the octopus company sold the data of their clients, the purpose of collection of personal data is different from what the pubic thought about. Also, there is no direct related to octopus system when the data is used. Therefore, use of personal data is also violated. Suggestion There are four suggestions which can help protecting personal data. First and foremost, due to the little attention to protect their own information of the citizen, the government should educate the citizen to build up the idea of protecting personal data. Second, improvements can be made in the security and privacy systems of companies to ensure low unintended data leakage. Third, government should make the rule stricter and clearer in order not to let the companies escape the law. Forth, set up a department to investigate among the all the companies to check whether there is similar issue happened. In conclusion, it is a fact that once our personal data has been leaked, it is not possible to stop the spreading of the data. It is both, companies, government and citizens’ responsibilities to protect our personal data. Reference Websites: http://healthymethod. blogspot. hk/2011/06/octopus-card-scandal. html http://www. cdeclips. com/en/hongkong/fullstory. html? id=49560 http://www. octopus. com. k/octopus-for-businesses/benefits-for-your-business/en/index. html A video of RFID http://www. explania. com/en/channels/technology/detail/what-is-rfid PDPOhttp://www. legislation. gov. hk/blis_pdf. nsf/6799165D2FEE3FA94825755E0033E532/B4DF8B4125C4214D482575EF000EC5FF/$FILE/CAP_486_e_b5. pdf Newspapers: The Standard, ‘Legco probe alert in Octopus data row’ 2/8/2010 The Standard, ‘Octopus chief tight-lipped as public says time to go’ 4/8/20 10 Articles: Richard MacManus (2 September 2009). â€Å"Hong Kong’s Octopus Card: Utility Outweighs Privacy Concerns†. How to cite The Personal Data (Privacy) Ordinance and Octopus Card System  Ã‚  , Papers

The Mayor of Casterbridge

Question: In what ways in the novel the Mayor of Casterbridge Michael Henchards appearance, character and fate were shown to be the opposite of Donald Farfrae? Answer: In Thomas Hardys novel the Mayor of Casterbridge the author have put some light over some of the main physical and personality differences between the two highlighting characters of the novel, Henchard and Farfrae. Beside physical and personality variances, their fates were also opposite to each other and hence a whole lot of disparity between the main characters of the novel. Michael Henchard the main character of the novel was in many aspects the opposite of Farfrae. Physically, he was a strong tall man with dark eyes and dark complexion, where Farfrae was a short man with bright eyes and fair complexion. Their physical appearance differed a lot showcasing about the different personality, confidence and attitude traits (Draper, 1983). Moreover, the physical difference may call for the personality variance with Henchard being a man of dark motives and dark fate whereas the character of Farfrae being bright, innovative and ambitious. The character, Michael Henchard was shown to be an emotional, impulsive, depressed, and aggressive and not well-educated person. Throughout the story, Henchard has prone to act impulsively, and later due to its bad outcome, he was regretting and was punishing himself for his bad decisions. For example, during the first chapter when Michael along with his wife, Sussan was on his way to find a work as a trusser on a farm, he got too drunk and then he started talking about selling his wife, he said ch played havoc on his life. The act of selling his wife was one of the most heinous act done giving a negative impression to the readers. Besides punishing himself, he was still continuously making impulsive mistakes. The negativity of his character is sustained throughout his life and hence makes him as a shadowed personality. Henchard assigned Farfrae to settle his business without knowing him and then when he saw that Farfrae has succeeded and the people of Casterbridge are paying him more respect he started having jealousy for Farfrae. This trait showed the weakness of his character in which he was incompetent (Hardy, 1994) and had no confidence over his stance. Henchard's manner towards Farfrae insensibly became more reserved. He was courteous too courteous and Farfrae was quite surprised at the good breeding which now for the first time showed itself among the qualities of a man he had hitherto thought undisciplined, if warm and sincere. (Chapter 16, paragraph, 1) On the other hand Farfrae was shown to be a kind, calm, cheerful, forgiving, practical and an educated person. Farfrae was taking many considerations before making any decision which led him succeed in every aspect. He actually dwelled deeper into the problem of the farmers of Casterbridge by providing a system for revolutionizing the business. After enhancement of the fame and respect for Farfrae, Henchard started calling Farfrae his rival. When Farfrae started his own business, he was still trying to act gentle and kind towards Henchard, like not accepting those customers who were used to be Henchards customers. So determined was he to do nothing which should seem like trade-antagonism to the Mayor that he refused his first customera large farmer of good reputebecause Henchard and this man had dealt together within the preceding three months. "He was once my friend," said Farfrae, "and it's not for me to take business from him. I am sorry to disappoint you, but I cannot hurt the trade of a man who's been so kind to me." (Chapter 17) These incidents give strong evidence of the fact that Farfrae was kind at heart and a man of purpose. He never intrigued into the business of others and believed in himself with the power of his mind using creativity and innovation (Paterson, 1959) as tools for development and success. He is depicted as a model man of science and has a degree of intellectual competence to have a charismatic personality. On another incident Farfrae showed his kindness and respect to their workers, when Henchard behaved very rudely with one of his workers (Abel Whittle) and went to his home and marched on him when he was late for work. Henchard makes Whittle march up the street to work for him on his undercloth. But when Farfrae came he asked Whittle: "Get back home, and slip on your breeches, and come to work like a man! If ye go not, you'll ha'e your death standing there!" "I'm afeard I mustn't! Mr. Henchard said" "I don't care what Mr. Henchard said, nor anybody else! 'Tis simple foolishness to do this. Go and dress yourself instantly Whittle." "Hullo, hullo!" said Henchard, coming up behind. "Who's sending him back?" All the men looked towards Farfrae. "I am," said Donald. "I say this joke has been carried far enough." "And I say it hasn't! Get up in the waggon, Whittle." "Not if I am manager," said Farfrae. "He either goes home, or I march out of this yard for good." (Chapter 29) Henchard is hence depicted as a mercurial man with a heartless fate. On the other hand, Farfrae was a peaceful and calm man with a strength of personality and kindness towards all. Beside physical and personality differences, Henchard and Farfreas fate was also totally opposite and indeed whatever Henchard loses, Farfrae gains it. This was irony and misfortune of the life of Henchard and a treasure for Farfrae. Throughout the novel, Henchard has lost many key relationships. At the beginning he lost Sussan and his daughter, Elizabeth Jane when he sold them. Later on, when he had an affair with Lucetta, she forgot Henchard for Farfrae when she noticed little interest from Henchard. She eventually, rejected Henchards proposal and agreed to marry Farfrae. "Yes. With Mr. Farfrae. O Michael! I am already his wife. We were married this week at Port-Bredy. There were reasons against our doing it here. Mr. Grower was a witness because he happened to be at Port-Bredy at the time." Henchard stood as if idiotized. She was so alarmed at his silence that she murmured something about lending him sufficient money to tide over the perilous fortnight. "Married him?" said Henchard at length. "My goodwhat, married him whilstbound to marry me?" "It was like this," she explained, with tears in her eyes and quavers in her voice; "don'tdon't be cruel! I loved him so much. Henchard lost his business, fame and respect of people of Casterbridge to Farfrae who with the help of his intelligence and presence of mind was able to work better and provide suitable solutions. Later on, Henchard lost Lucettas love to Farfrae (Lerner, 1975) because of his charm, kind heartedness and attractive personality. Several years later, when Henchard reunited with Sussan and Elizabeth Jane, but soon he again lost Sussan as she died and she revealed a big secret to Henchard through her letter. According to the letter Sussan wrote to Michael that Elizabeth Jane is not your Elizabeth Jane the child who was in my arm when you sold me. No she died three months after that, and this living one is my other husbands.(Chapter 19, Paragraph 2, page 118). Conclusion I believe the author Thomas Hardy through many incidents and occasions has shown that Farfrae and Henchard were opposite to each other in many aspects. While the fate seems to be cruel to Henchard from the beginning of the novel, Farfrae was receiving success in every step of his life. Differences in personalities resulted into difference in fates because of the deeds done in the entire lifetime of both the characters of the novel. The thesis hence developed to dwell deeper into the personality differences of Henchard and Fanfrae revealed some of the inherent personality traits with remarks on their attitudes and fates leading to different directions of life. References 1. Draper, R. P. (1983). The Mayor of Casterbridge.Critical Quarterly,25(1), 57-70.2. Hardy, T. (1994). The Mayor of Casterbridge. 1886.Reprint, Ware: Wordsworth.3. Paterson, J. (1959). " The Mayor of Casterbridge" as Tragedy.Victorian Studies,3(2), 151-172.4. Lerner, L. (1975).Thomas Hardy's The Mayor of Casterbridge: tragedy or social history?. Published for Sussex University Press by Chatto Windus.

Robert Frost Essays (737 words) - The Road Not Taken, Robert Frost

Robert Frost "Go instead where there is no path and leave a trail." Robert Frost Everyone is a traveler, choosing the roads to follow on the map of their continuous journey, life. There is never a straight path that leaves one with but a sole direction in which to head. Regardless of the original message that Robert Frost had intended to convey, his poem, "The Road Not Taken", has left its readers with many different interpretations. It is one's past, present and the attitude with which he looks upon his future that determines the shade of the light that he will see the poem in. In any case however, this poem clearly demonstrates Frost's belief that it is the road that one chooses that makes him the man who he is. "And sorry I could not travel both..." It is always difficult to make a decision because it is impossible not to wonder about the opportunity cost, what will be missed out on. There is a strong sense of regret before the choice is even made and it lies in the knowledge that in one lifetime, it is impossible to travel down every path. In an attempt to make a decision, the traveler "looks down one as far as I could". The road that will be chosen leads to the unknown, as does any choice in life. As much he may strain his eyes to see as far the road stretches, eventually it surpasses his vision and he can never see where it is going to lead. It is the way that he chooses here that sets him off on his journey and decides where he is going. "Then took the other, just as fair, and having perhaps the better claim." What made it have the better claim is that "it was grassy and wanted wear." It was something that was obviously not for everyone because it seemed that the majority of people took the other path therefore he calls it "the road less travelled by". The fact that the traveler took this path over the more popular, secure one indicates the type of personality he has, one that does not want to necessarily follow the crowd but do more of what has never been done, what is new and different. "And both that morning equally lay in leaves no step had trodden black." The leaves had covered the ground and since the time they had fallen no one had yet to pass by on this road. Perhaps Frost does this because each time a person comes to the point where they have to make a choice, it is new to them, somewhere they have never been and they tend to feel as though no one else had ever been there either. "I kept the first for another day!" The desire to travel down both paths is expressed and is not unusual, but "knowing how way leads on to way", the speaker of this poem realizes that the decision is not just a temporary one and he "doubted if I should ever come back." This is his common sense speaking and acknowledging that what he chooses now will affect every other choice he makes afterward. Once you have performed an act or spoken a word that crystalizes who you are, there is no turning back, it cannot be undone. Once again at the end of the poem the regret hangs over the traveler like a heavy cloud about to burst. He realizes that at the end of his life, "somewhere ages and ages hence", he will have regrets about having never gone back and traveling down the roads he did not take. Yet he remains proud of his decision and he recognizes that it was this path that he chose that made him turn out the way and he did and live his life the way in which he lived. "I took the road less trvaeled by and that had made all the difference." To this man, what was most important, what really made the difference, is that he did what he wanted, even if it meant taking the road less traveled. If he hadn't, he wouldn't be the same man he is now. There are many equally valid meanings to this poem and Robert Frost may have intended this. He may have been trying to achieve a universal understanding. In other words, there is no judgement, no specificity, no moral. There is simply a narrator who makes a decision in his life that

Ytterbium Facts - Yb Element Facts

Ytterbium Facts - Yb Element Facts Ytterbium is element number 70 with an element symbol Yb. This silver-colored rare earth element is one of several elements discovered from ores from a quarry in Ytterby, Sweden. Here are interesting facts about element Yb, as well as a summary of key atomic data: Interesting Ytterbium Element Facts Like other rare earth elements, ytterbium isnt really all that rare, but it did take scientists a long time to figure out how to separate the rare earth elements from one another. During this time, it was rare to encounter them. Today, rare earths are common in everyday products, particularly in monitors and electronics.Ytterbium was one of the elements isolated from the mineral yttria. These elements derive their names from Ytterby (e.g., Yttrium, Ytterbium, Terbium, Erbium). For about 30 years, it was difficult to distinguish the elements from each other, so there was confusion about which element belonged to which name. Ytterbium went by at least four names, including ytterbium, ytterbia, erbia, and neoytterbia, when it wasnt altogether confused with another element.Credit for discovering ytterbium is shared between Jean-Charles Gallisard de Marignac, Lars Fredrik Nilson, and Georges Urbain, who identified the element over a period of several years, starting in 1787. Marignac repo rted the elemental analysis of a sample called erbia in 1878 (isolated from yttria), saying it consisted of two elements he called erbium and ytterbium. In 1879, Nilson announced Marignacs ytterbium was not a single element, but a mixture of two elements he called scandium and ytterbium. In 1907, Urbain announced Nilsons ytterbium was, in turn, a mixture of two elements, which he called ytterbium and lutetium. Relatively pure ytterbium was not isolated until 1937. A high purity specimen of the element wasnt made until 1953. Uses of ytterbium include use as a radiation source for x-ray machines. It is added to stainless steel to improve its mechanical properties. It may be added as a doping agent to fiber optic cable. It is used to make certain lasers.Ytterbium and its compounds are not normally found in the human body. They are estimated to be of low to moderate toxicity. However, ytterbium is stored and treated as if it were a highly toxic chemical. Part of the reason is that metallic ytterbium dust presents a fire hazard, evolving toxic fumes as it burns. A ytterbium fire can only be extinguished using a class D dry chemical fire extinguisher. Another risk from ytterbium is that it causes skin and eye irritation. Scientists believe some ytterbium compounds are teratogenic.Ytterbium is a bright, shiny silver metal that is ductile and malleable. The most common oxidation state of ytterbium is 3, but the 2 oxidation state also occurs (which is unusual for a lanthanide). It is more reactive than the other lanthanide elements, so it is generally stored in sealed containers to keep it from reacting with oxygen and water in air. The finely powdered metal will ignite in air. Ytterbium is the 44th most abundant element in the Earths crust. It is one of the more common rare earths, present at about 2.7 to 8 parts per million in the crust. It is common in the mineral monazite.7 natural isotopes of ytterbium occur, plus at least 27 radioactive isotopes have been observed. The most common isotope is ytterbium-174, which accounts for about 31.8 percent of the natural abundance of the element. The most stable radioisotope is ytterbium-169, which has a half-life of 32.0 days. Ytterbium also displays 12 meta states, with the most stable being ytterbium-169m, with a half life of 46 seconds. Ytterbium Element Atomic Data Element Name: Ytterbium Atomic Number: 70 Symbol: Yb Atomic Weight: 173.04 Discovery: Jean de Marignac 1878 (Switzerland) Electron Configuration: [Xe] 4f14 6s2 Element Classification: Rare Earth (Lanthanide Series) Word Origin: Named for the Swedish village of Ytterby. Density (g/cc): 6.9654 Melting Point (K): 1097 Boiling Point (K): 1466 Appearance: silvery, lustrous, malleable, and ductile metal Atomic Radius (pm): 194 Atomic Volume (cc/mol): 24.8 Ionic Radius: 85.8 (3e) 93 (2e) Specific Heat (20Â °C J/g mol): 0.145 Fusion Heat (kJ/mol): 3.35 Evaporation Heat (kJ/mol): 159 Pauling Negativity Number: 1.1 First Ionizing Energy (kJ/mol): 603 Oxidation States: 3, 2 Lattice Structure: Face-Centered Cubic Lattice Constant (Ã…): 5.490 References: Los Alamos National Laboratory (2001), Crescent Chemical Company (2001), Langes Handbook of Chemistry (1952), CRC Handbook of Chemistry Physics (18th Ed.) Return to the Periodic Table

Discussion Question Essay Example | Topics and Well Written Essays - 500 words - 3

Discussion Question - Essay Example While organizational values relate to employees, profit, customers, stakeholders, community, and the like, individual goals will relate to fairness, honesty, trust, respect, quality, and cooperation. These are precisely the values that are inherent in the organizational values statement. Alone, these organizational values are far too general and open to interpretation. It is easy to forget the particular and complicated nature of human moral experience (Kotter, 2003). Thinking about and discussing the ethical implications of a goal is more practical and valuable than using a list of values or ethical models. Acting on the ethical implications is even more valuable. Ethical action in modern organizations is the relentless effort to make values a part of the goal-setting equation. Where the managers go wrong, however, is in expecting more from these values than they can deliver. it s organizational culture reflects unique industry requirements and customers’ expectations. Each application deals with the realities of a particular goal and how to accomplish it. It is possible to say that new changes will be influenced by old principles of work and will need a new set of principles for further change. In this case, corporate culture is the real foundation on which organizational ethics is built. Integrity includes values, goals, and actions of all people in an organization, but its demonstration is particularly important for an organizations ma nagers. A managers actions are the pivotal link between his or her personal beliefs and organizational aims. Managerial integrity stands at the center of shared values and the goal-setting process (Kotter, 2003). 2. It is important to change organizational structure and introduce new organizational paradigm because of rapidly changing economic, social and political conditions. The demand for high quality and service excellence influence morale and satisfaction of employees. It

Becoming A Coder Essay Example | Topics and Well Written Essays - 1000 words

Becoming A Coder - Essay Example Coding providers give coding that can be used to describe diagnostic information that is in line with the patient’s condition, services offered and procedures followed. These codes are so detailed that they can provide an accurate description of the medical diagnoses and medical procedures performed. They can also correct diagnoses made. The profession of medical coding does not involve the practice of medicine. Instead, it is a simply the application of coding rules to a set of medical or clinical facts. Coder Credential Organizations One of the key necessities in the coding profession is credentialing. This is because the government recommends that only those coders who have the necessary credentials should be allowed to provide coding for Medicare patients. At the same time, credentialing validates the knowledge and skills of the coders to the world. In the US, two national organizations certify persons as having medical coding expertise. The two coder credential organizati ons are, the American Academy of Professional Coders (AAPC) and the American Health Information Management Association (AHIMA). AAPC targets experienced coders and as such offers specialist credentials that enable medical coders to portray very high levels of expertise in their various specialty disciplines. Their 20 specialty credentials are independent or stand-alone certifications that do not have requirements for holding of the CPC credential. AAPC allows coders to validate the knowledge they have gained in a specialty with compliance challenges, unique coding and reimbursement (AAPC, 2005). AHIMA is a professional organization that deals with the management of medical records. The organization gives professionals dealing with medical records educational resources and programs. AHIMA certification distinguishes a person as knowledgeable, competent and committed to quality healthcare through quality information. As compared to AAPC, a specialist credential offered through AHIMA f ocuses more on facility coding. Facility coding refers to the kind of medical coding done for hospitals in in-patient settings (Michelle and Jo, 2004). Credential requirements and exams. Examples of credentials offered by AHIMA include RHIA, RHIT, CCS, CCA, CCS-P and CHPS (AHIMAa, 2010). A Registered Health Information Administrator (RHIA) functions as a critical link between patients, care providers and payers. Professionals holding RHIA are experts in managing patient medical records and health information, collecting and analyzing patient information and administering computer information systems. One of the initial requirements for RHIA is a degree from a CAHIIM-accredited program. The pattern of its examination changes annually in response to organization demand or market trends. On the other hand, a Registered Health Information Technician (RHIT) is a health information technician who ensures that medical records are of good quality by verifying their accuracy, completeness an d correct entry into computer systems. They often specialize in coding procedures and diagnoses in patient records for purposes of reimbursement and research. Just like the RHIA, a degree from a CAHIIM-accredited program is one of the initial requirements for an RHIT. In addition, one must pass an AHIMA-administered written examination. According to AHIMAa (2010), 30% of RHIT exam tests on the knowledgeability in the management of health data. Thirteen percent of it tests on biomedical research, health statistics and quality management. Twenty five percent of this exam tests on information technology and systems. According to AHIMAb (2010), professionals with a Certified Coding Specialist (CCS) certification credential are skilled in classifying medical data from the medical records of the patient in a hospital

Target Marketing Term Paper Example | Topics and Well Written Essays - 1000 words

Target Marketing - Term Paper Example Target marketing is not all about breaking a market into various small segments and attracting the attention of the marketers confining their focus on a few key sections of the market. The implication of target marketing suggests that various considerations should be taken into account with the purpose of identifying the customer groups who are to be targeted. It is worth mentioning that ‘Marketing’ is termed as the art of creating wants among people who gradually turns out as the potential customers of the product and/or services rendered. According to Smith (1956), segmentation of markets is focusing on customers with similar interest to that of the marketer, so that it becomes easier for the organization to develop beneficial communication and thus satisfy the customer need effectively. Target Marketing Approach Customers’ demand varies from one group to the other. Thus, the identification of these demands emerges to be quite challenging for the marketers imple menting the target marketing approach. After identifying customer demands, marketers develop the product and various marketing strategies to satisfy the demand of the particular customer group(s) targeted. Thus, target marketing helps the company to identify their most potential customers. With this concern, marketers tend to emphasise on various aspects of market and human psychology which define the satisfaction and demand of targeted customers. Furthermore, with the assistance of target marketing, strategies are developed to offer the products and/or services according to the customers’ demand which in turn boosts customer satisfaction. Therefore, target marketing assists the organisation to attain additional customer satisfaction rewarding higher loyalty and competitive advantages, although it initially deals with a concentrated group of customers (Smith, 1956). The motto of target marketing is to identify most viable segments focussing on which the organization can attra ct maximum number of customers and retain the valuable customers by satisfying their demands. It is in this context that target marketing can assist organisations in gaining sustainable growth (Bragg, 2005). The main reason for focusing on certain specific customer groups who have been targeted is to develop a marketing mix strategic alliance that can satisfy the customer needs in the best possible way. Marketing mix is so prepared that it supports the strategies of target marketing. Target marketing approach can be highly beneficial if marketing mix is prepared with great attention which also helps in enhancing the competency of the organisation to a large extent. Thus, supreme customer value is ought to be achieved with the benefits provided by the marketing mix which further can prove to be very crucial for target marketing approach (Bragg, 2005). It is worth mentioning that customers’ interests are given the maximum preference while preparing target marketing strategies. Marketers pay keen attention in selecting the target market. The process is initiated when marketing experts analyse different characteristics such as demographic and psychographic qualities possessed by the potential customers. Demographic analysis consists of age, geographic location, gender, earning capacity, education level and relationship status that can influence the demand of the customers. Similarly, psychographic analysis includes offering price of the products; convenience provided by the product, how safe the product can prove to be, availability of the product i.e. how far the customers need to travel to make the product available and so on which defined the satisfaction level of the customers (Restrepo, 2008). Target