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Food

Dry food has been a recommended staple diet for cats by many experts for a number of years. It is an easy option to leave a bowl of dry food out constantly; something that cannot be done with tinned food. Unfortunately though, it’s not a natural food source and has been developed by humans using many additives and un-natural products. Cats, like humans, will eat until they fill themselves up. However, dry food has many more calories and carbohydrates than a natural food source, which leads to the cat taking in far more than necessary just to feel full-up. Many owners assume that their cat is just greedy, but in many cases it is not the quantity of food being eaten, it is the quality.

Naturally, cats are obligate carnivores; meaning they only feed on other animals. The cats prey however, are generally herbivorous and have various vegetable and plant matter in their guts. All of which, will be consumed by the cat. Domestic cats have been shown to have longer intestines than wild cats; proving they have evolved over hundreds of years to cope with more plant and vegetable matter (carbohydrates). Still, this is no excuse to turn a carnivore into an omnivore. Rather, supplementing the diet with small amounts of carbohydrates is acceptable.

Many consumers believe that dried food is actually better for cats. The manufacturers have implemented the belief that all these additives such as corn and grains are an important part of a cat’s diet, implying ‘the more the better’ approach. Although very small quantities of these may benefit the cat, too much will be detrimental to their health.

Kidney disease is one of, if not the biggest killer in cats. Kidney disease is usually a result of lack of water and unfortunately, cats have a very low thirst drive. Although they may drink when eating dry food, they will generally only take in half of the liquid necessary for their health. A cat’s prey item consists of around 75% water, canned and raw foods have a similar amount. Dry foods on the other hand usually have a maximum of 10% water content. It is obvious therefore, that canned or raw foods are an absolute must to maintain a healthy cat.

Cats need a high level of protein in their diet which must come from animals. Plant protein differs from meat protein, and should not be substituted. When protein is calculated in canned food, the moisture content must be subtracted from 100 and the protein percentage worked out from the result. For instance, a canned food with 8% protein and 75% water means that the true protein value should be worked out like so:

Non-Moisture Content = 25% so: 8 ÷ 25 x 100 = 32

Therefore: True Protein Value = 32% which is ideal.

The amino acid ‘taurine’ is also an essential part of a cat’s diet, and can only be found in meat products. It is recommended that a quantity of 2000mg/kg or 0.2% should be available in canned food. Other vitamins and minerals should also be included. Preservatives, colouring and added flavours are used more for the customers benefit rather than the cats. If it looks and smells nice to a human, there is a higher chance of them buying it.

There are very few foods on the market which actually have an ideal amount of everything included. Many diets have concentrated on having high a protein and moisture diet with low carbohydrates, but lack in having enough taurine or vitamin B. If this is the case, offering other canned foods on occasion that are better in these areas should be considered. This will also help stop the cat becoming addicted to any 1 food type. Inter-changing the various meats such as beef, chicken and fish will also benefit by offering varying amounts of vitamins, minerals and oils.

Buy quality, not quantity. Most cheap cat foods are cheap for a reason. Avoid buying canned foods that say ‘meat’, ‘by-products’, ‘bone meal’ or ‘animal digest’. Chemical preservatives such as ‘BHA’, ‘BHT’, ‘ethoxyquin’ and ‘propyl gallate’ have been seriously questioned as being detrimental to the health of cats, and should also be avoided. Canned foods are a must for adding much needed calcium into the diet, which is essential for building healthy bones and teeth.

High energy food has been designed for cats with high energy levels. This food will not benefit a cat which sits around all day, in fact in will make the situation worse. High energy foods will not make a less active cat become energetic.

There is a common misconception that canned food is bad for your cat’s teeth, and dry food is good. Unfortunately neither statement is completely true. Neither food types are actually good for the health of teeth. Dry food is hard and crunchy, completely the opposite of what a cat’s teeth are designed to do, which is tear away at meat. I recommend you brush and rinse your cat’s teeth on a regular occasion.

There are two methods to feeding a cat. The first is to leave a bowl of food out all the time. This is obviously done with dry food and not meat. Since we recommend feeding a diet of canned or raw meat, this method is not acceptable and you should opt for the second method. This is to have a feeding regime of 2 to 4 times per day. Feeding this way allows a more controlled amount of food being eaten. You need to decide how many times per day you will feed your cat. The more often the better, but if you are an owner which is out during the day several times a week, it may be better to opt for a twice a day routine. Alternatively, cat feeding dishes which are set on a timer can be purchased and are a good option if you only go out on occasions.

The total amount of canned food your cat should is listed below. It is important to divide this total amount of food up equally among all of its feeds. The chart below is appropriate to cats that are getting their appropriate amount of calorie intake per day, which is approximately 25 calories per pound in weight. This chart is for healthy adult cats weighing approximately 8-10lbs. Not overweight or obese cats.

Type / Age of Cat Weight of Canned Food

2 – 10 Years 200g

Geriatric (10 Years +) 160g

Neutered or Spayed 160g

Inactive or Indoor 160g

Treats

Treats are given to cats for different reasons depending on the owner. Surveys have shown that overweight humans are more likely to have overweight pets. They show that overweight people are unable to control their own weight properly due to lack of will power. They have the same lack of will power when their pets are ‘begging’ for treats.

Treats are often given because it is a way of making the pet feel more welcome. If the owner is out of the house all day, they often make up for it by giving treats. This is the easy way of doing things and totally unhealthy. Rather, making up for it by spending just 5 quality minutes with the pet is far more rewarding. You may decide to simply brush the cat, or you could play with it by throwing a small toy mouse or ball around. Either way, the cat will enjoy being with you more than it will eating a treat, and exercise will aid its health.

Some owners offer treats because they think the cat doesn’t eat enough dinner. The treats are designed and flavoured to be ‘irresistible’ to the cat, and they will eat it whether they are hungry or not. Treats should not be offered for this reason. Providing your cat looks healthy and is the appropriate weight, it will be feeding just fine. If your cat is a poor feeder, they should be tempted by other feeding methods, not with treats.

Higher Risk Cats

Neutered or Spayed

I would like to point out before anything, that the act of neutering or spaying your cat will not make it overweight. Rather, it is how you care for it afterwards that will affect its weight.

A neutered cat loses its desire to ‘roam’ like an ‘intact’ cat would do. They are not as inquisitive and generally get less exercise than intact cats. Because of this, their metabolism is slower than normal by around 20-25%. With a slower metabolism, comes a lower need for calories. A neutered or spayed cat should intake approximately 20% less calories.

Breed

Some breeds of cat are naturally slimmer than other breeds; such as the Siamese and Ornamental Short Hair. These breeds are far better at maintaining a good body condition than larger breeds. Pedigree cats are also generally fitter than non-pedigree individuals.

Age

Cats are most likely to become overweight from about 2 to 12 years of age. Younger cats have a much higher metabolism and are more energetic than older individuals. Older cats often eat far less, and it is more common for geriatric cats to become skinnier rather than heavier.

Indoor Cats

Indoor cats have many factors weighing them down. To start with, the most obvious factor is being indoors all the time. There is little stimulation inside, and they will not get the exercise that an outdoor cat will be able to. Many static toys that are offered to indoor cats become boring. They will soon lose interest in scratching posts and similar toys. Repetitive electronic toys can also become predictable and boring. The most enjoyable form of playing for the cat is to interact with the owner. Waving string around or rolling a small ball around will keep the cat amused for far longer.

Being inside all the time also means more contact with the owner is likely. This usually means more treats are given.

The temperature is an important factor too. An outdoor cat will use more energy and have a higher metabolism simply to maintain its body temperature. Cats living in centrally heated houses don’t have to use much energy to get their body temperature controlled.

Social Environment

This is an area where you just can’t win. There are advantages and disadvantages of having one cat or having multiple cats.

Only cats do not have the same competition for food that a multi-cat household may have. Therefore they may not be as eager to eat as much food and as quickly as a cat in competition with other cats will do. However, only cats are more likely to become bored and have less stimulation around them compared to a cat living with others. Cats have been known to take on habits like humans, such as eating when bored like an only cat may do. They may also eat more when they are stressed, like a cat living in a multi-cat household may do.

A household with more humans is far more likely to inflict extra weight onto a cat. It means more people offering treats, and more people to feed the cat dinner. It is common for many households to become confused as to whether or not the cat has been fed, and if in doubt they will feed it again.

Disabilities

This applies to humans and pets alike. Humans with physical disabilities are less likely to play and exercise their pets. The situation becomes worse if the cat is an indoor cat.

Disabled cats are often ‘over-protected’ by their owners. Most are automatically turned into indoor cats if they get a disability, and become an excuse for more treats to be offered. Most cats can still exercise and have their mind stimulated with various disabilities. In fact many cats with disabilities will deteriorate quicker if they are not exercised and the mind stimulated properly.

Neighbours

Do you have cat friendly neighbours? Do you know if your cat has gone into other people’s houses before? It is common for other cat lovers to feed a cat that has wondered into their house.

If you think this happens, place a tag onto the cat which is clearly visible and ask politely not to feed the cat. Some people will ignore this, thinking it will not do any harm. To get around this, state that you cat has ‘Special Dietary Needs’. They are more likely to pay attention when they think feeding them the wrong food could potentially harm them.

By Chris Jones
Director of Pet Club UK Ltd.
http://www.petclubuk.com

Modern-day automobiles are complex, as most auto manufacturers are using high technology to make the cars more durable. However, being machines, automobiles also encounter the usual problems related to breakdowns as well as normal wear and tear. Repairing automobiles can be very confusing and finding someone qualified to make the correct repairs is becoming even more difficult.

It’s a common proverb that “prevention is better than cure.” Similarly, the best way to avoid auto repair expenses is to be prepared and to amass knowledge about how your vehicle works and how to identify common car problems. It’s also important to know a good technician, the kinds of questions to ask, and your consumer rights. Choosing the right repair shop is the most difficult part, and the best way to solve this problem is by asking for recommendations from friends, family, and other people you trust.

One can make telephone enquiries for the best deal, and compare warranty policies on repairs. While choosing an auto technician, look for shops that display various certifications, like an Automotive Service Excellence seal. Certification ensures that the technicians are acquainted with the basic standards of knowledge and capabilities in desired technical segment.

Auto-repair charges can be expensive; therefore, it is imperative that the consumer be updated about the prevailing repair charges. Mostly, these charges vary from one repair shop to another, as some shops charge flat labor charges, while others charge on the basis of the actual time the technician worked on the repair. Many repair shops also charge for diagnostic time. However, if the technician recommends expensive or complicated repairs, it is advisable to get a second opinion. Although repair shops do not offer any “standard warranty” on repairs, it is important to understand what is covered under your warranty and get it in writing. Furthermore, check with the Federal Trade Commission or your state or local consumer protection agency for information about your warranty rights.

It is advisable to prevent common troubles like leaks and smoke, overheating problems, flat tires and the like with proper maintenance and care of your vehicle.

Auto Repair provides detailed information on Auto Repair, Auto Glass Repair, Online Auto Repair, Auto Body Repair and more. Auto Repair is affiliated with Discount Auto Parts.

To dine out and lose weight is not a trick played on you to increase business sales of whether it be fine dining restaurants or fast food joints. The concept is even a contradiction in itself because who could ever lose weight when confronted with multitudes of mouth watering choices, ridden with calories. On the other hand, it can really be done! Impossible is a word becoming less popular these days since almost anything is assumed as achievable when you know how to play by the rules.

Never eat out when you are starved. Curb your hunger with a gratifying snack such as celery stuffed with cottage cheese or you can also just down a glass of tomato juice. You can therefore moderate the amount of food you’ll be ordering since you have contained your appetite.

Try to order food that is difficult to consume quickly like lobsters and shrimps. Extra effort is given to just shelling them and remember to chew slowly. Have your food hot off the grill which allows you to concentrate on eating while waiting for the rest of it to cool down.

Portion sizes are relatively bigger when eating out. You could always give some of your food to whoever is keeping you company. You can also set aside half of the food to take home with you, so you don’t consume everything in a sitting. To dine out and lose weight doesn’t mean it has to be frustrating.

Make special requests like having salad dressings and other sauces on the side, so you have full control on how much you put in your dish. Ask for available herbs or spices instead of always gunning for the salt. They only have minimal calories that can still add flavor and appeal to your food.

You’ll have better chances of success when you just truly enjoy yourself and not really stress about dining out. You are really able to hit two birds with one stone! To dine out and lose weight is a refreshing way to battle and beat the bulge!

Food is our ally in losing weight! Why restrict yourself with the foods that you like to eat when it is possible to lose weight by eating more. To reap the benefits of this life changing program for losing weight, please visit http://bestweightlosshq.com.

In a world economy that is in constant flux and undergoing turbulence, more companies are realizing that their most precious asset is their customer base. An even more important realization is the need to satisfy the whims and fancies of these customers in order to survive in these increasingly competitive markets. Organizations that do not act on this dictum have suffered the loss of market share or worse, total annihilation. Such dire consequences have awakened many organizations to rethink the way they see marketing. Thus, there is urgency for an organization (be it products or service providers) as a whole to develop appropriate holistic customer-focused strategies to ensure that the customer remains at the core of their organizational thinking.

With the rapid advancement of information technology (especially the rise of the Web) and the increasing difficulties of meeting customer’s needs and wants (for example, their expectations of 24 / 7 customer service especially for online transactions), there is a shift from a traditional marketing approach to customer targeted marketing. Many organizations and marketing consultants are emphasizing the need to allocate more funds to apply new-found knowledge of consumer behavior in new products development, build better customer relationships through customer loyalty and retention programs.

This purpose of this paper is to raise the awareness of the need to concentrate marketing efforts towards the customer rather than the inward-looking traditional product-focused arrangement. And more importantly, the paper will shed light on how an organization could go about in making this important transition in this current competitive market.

Marketing Approaches Explained:

Before I proceed to discuss the shift in the marketing approach, it will be appropriate to explain briefly the two marketing approaches separately for greater clarity.

Traditional Marketing-The 4 Ps of Marketing:

The marketing mix or what is commonly known as the 4 Ps is a framework for marketers to implement a marketing concept. It consists of a set of major decision areas that a company needs to manage in order to at least satisfy consumer needs. According to Kotler et al. (1999), the mix is a set of “controllable tactical marketing tools [...] that the firm blends to produce the response it wants in the target market” (p.8). Hence, in an effective marketing program, all of those elements are “mixed” to successfully achieve the company’s marketing objectives.

The traditional marketing mix contains four major elements, the “4 Ps of marketing”. As defined by Kotler et al. (1999):

1.Product: Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. In includes physical objects, services, persons, places, organizations and ideas.

2.Price: The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.

3.Promotion: Activities that communicate the product or service and its merits to target customers with a view to persuading them to buy.

4.Place: All the company’s activities that make the product or service available to target customers.

With the rapid changes surrounding organizations, the traditional marketing mix of the 4 Ps has been criticized for being too myopic in this current market situation. The traditional marketing mix has also been disparaged for being too product-focused and for taking an overly inward-looking strategy with regards to the organization’s resources and capabilities in production matters. This is antithetical to attending to the more important organizational goal of satisfying the desired needs and wants of customers.

In addition, the Web and E-commerce revolution has played a major role in alleviating customers’ ability to shape their relationships with the company. This has led customers to expect companies to market their products and services in ways that reflect more directly their individual needs.

These changes have prompted enterprises that wish to stay ahead of their competitors to shift their traditional marketing approach to customer-targeted marketing.

Customer Targeted Marketing:

In customer targeted marketing, the customer becomes the central focus of the organization’s strategy and activities, rather than the product itself (which is the prime concern in traditional marketing). The organization’s paradigm shift in marketing requires a company to build a commitment to quality and to listen critically to the customer to determine the market needs and how the company can meet those needs more effectively.

One of the major characteristics of the approach is to focus on each customer’s interests and interactions with the organization to deliver targeted, personal messages. This would require the company to be constantly gathering information about their customers in an effort to better serve them and, most importantly, to retain them as loyal customers. As suggested by Peppers and Rogers (1998), the organization would need to use various techniques and strategies (possibly with the help of information technology and the Web), such as focus groups, in-depth interviews, customer surveys, attitude testing and so on to obtain information about consumers for more effective marketing of a product or service. With these customers’ data and feedback, the organization will apply the knowledge to develop more customer-centric products and services and/ or to improve existing ones. In addition, the information will be shared within the organization to encourage employees at all levels to focus on creating maximized customer value and loyalty.

Why Customer-Targeted Marketing?:

In order to have a competitive edge and to satisfy increasing levels of customers’ desires, companies realized that they have to see their customers as individuals rather a homogeneous mass of similar tastes, values and buying behaviors. Due to such transformation, companies need to be more customer-focused in its overall marketing strategy. This has resulted in organizations adopting a customization strategy to increase customer’s loyalty to their products and services. For example, in banking and insurance industry, there has been a move towards greater customization. Standard products/services have been given way to a varied menu of features from which customers may select their own preferred combination.

In view of these changes, companies that understand the asset value of each customer, and that tailor their marketing efforts (and their costs) to acquire and sustain the highest-value assets, will win over less-adaptable traditional marketing approach of the 4 Ps.

The Process of Transition:

In order to strategically change from a traditional marketing approach to customer targeted marketing, an organization must be aware of these following areas:

Paradigm Shift. A company must fully understand that customer targeted marketing requires a shift in the organizational mindset, and not just structural organizational changes. They must realize that their sole purpose is to continuously satisfy customers’ needs and wants. Thus, to ensure a smooth transition from a traditional marketing approach to customer targeted approach, an organization must reflect and ask itself questions as to what areas need to be analyzed and to understand the ramifications of such a transition in the organization. On the other hand, an organization needs to realize the negative consequences for not willing to be a more customer-focused marketing organization.

Customer Targeted Planning. As in any organizational change initiative, proper planning is needed. The objective of planning customer-centric marketing strategies is to find win-win opportunities with customer and to identify the best mutual opportunities for your customers and your company. This requires the organization to see the issue(s) from the customers’ perspectives and to strategically plan the organization’s resources around them.

In short, the organization’s shift to customer-targeted marketing should embrace these three important points:

1.Planning should focus on customer wants and not looking inwardly at company goals

2.Focus on the honest feedback and suggestions through creating different channels of communications. Listen to the customers, rather than forcing them to listen to you.

3.Integrate your customers in every aspects of your business, from new product design to after-sales services and more.

Organization-wide Responsibility. For the approach to be successful, members need to understand the new philosophy of marketing and embrace it organization-wide. Many organizations tend to underestimate the degree to which every facet of the enterprise needs to be involved in the process and to be integrated into the actual customer relationship.

Organization Redesign. An organization has to assess the roles of all functional departments interacting with customers to ensure that they add value to customers instead of increasing the costs. By reorganizing the company with the customer as the focus, many departmental roles and responsibilities will have to be redesigned. And when that happens, the employees will have to adopt new work processes that would be more customer-centric in nature.

Human Resource Training. There is a need to develop customer-focused human resource through customer behavior training, across the functional departments. By investing in such training at all levels, the members will be more knowledgeable, more autonomous, and more efficient in anticipating and meeting the needs of the customers.

Use of Information Technology. With the advancement and increased affordability in information technology, more companies are able to collect available data on customer purchase behavior more efficiently. For example, technologies ranging from checkout scanning to Internet cookies are commonly used to track customers’ buying behaviors. Companies that employ such technology will be more adept at acquiring new customers, retaining existing customers, and cross selling than those who do not.

Enhanced Customers Communications. With the use of the Internet as a medium for targeted communication, this allows companies to be in touch with customers at less than one-hundredth of the cost of more traditional snail mail, brochures or flyers. Communication through emails with the customers is almost free, and the customers can retrieve communications almost immediately. However, this has also resulted in customers having 24 / 7 service expectations of these companies.

Customer Targeted Measurement. An organization must be able to measure and evaluate the success of their customer targeted marketing strategy. In most cases, traditional measurement techniques such as profitability, market share and profit margins are used to measure the success. There should be an added emphasis given to developing measures that are customer-centric and which are able to assess the marketing strategy. Customer acquisition costs, conversion rates, retention rates, customer sales rates, loyalty measures and customer share within a brand are some examples of customer-centric measures than a customer-focused organization can adopt

Conclusion:

The need for survival has provoked many organizations to shift from traditional to customer targeted marketing. The market conditions surrounding us will continue to change at an accelerating rate and customer’s expectation will continue to rise. Hence, without any doubts, more and more companies will adopt a customer-targeted marketing strategy with increased intensity.

About The Author

Dr. Alvin Chan is an Innovation Research Specialist in Asia. He has consulted for and aid in the development of managerial innovations and effective learning methodologies in several organizations. Currently, Dr. Chan is the Senior Research Consultant at FIrst Quatermain Centre of Collaborative Innovation (www.firstquatermain.com [http://www.firstquatermain.com]).

Please email to Dr. Chan at bizguru88@hotmail.com as a courtesy if you are reprinting the article online or in print.