Business Model For Ebay Marketing Essay

Business Model For Ebay Marketing Essay Innovation is not a single but a total process of interrelated sub processes. It is not just the conception of a new idea, nor the invention of a new device, nor the development of a new market but all of these things acting in an integrated fashion (Myers and Marquis, 1969). Innovation can as well be explained with the following equation: Innovation = theoretical conception + technical invention + commercial exploitation. EBay is the online trading community between person-to-person and is one of the few profitable internet companies. EBay effectively created a new business model never before possible with efficient one-to-one trading in an auction format. Individuals use 4,300 categories in eBay to buy and sell items of wide range, from collectibles and antiques to electronics and toys. Sellers pay a nominal fee for placing an item up for sale, and eBay receives a transaction fee ranging from 1.25% to 5% of the final sale price on any item sold. The buyer and the seller work out the logistics of the transport (e.g. shipping, payment) between themselves, and eBay never takes possession of the item being sold, or the payment for the item removing the need for inventory, transportation and other overhead costs. Business Model Business model defines how a firm will define and promote its brand (plans to operate), produce and distribute its product (generate revenue) and build or attract its market (compete). The success of business depends on selecting the appropriate business model. Business models convert new technologies to economic value. For some start-ups, familiar business models are not always applicable so a new model must be devised. In some cases, the importance of business model far exceeds the innovation of the product or service itself. Role of the Business Model Technical Inputs Business Model Economic Outputs A business model bases on a multitude of business subjects including economics, entrepreneurship, finance, marketing, operations, and strategy. The business model itself is an important determinant of profits to be made from an innovation. A mediocre innovation with a great business model may be more profitable than a great innovation with a mediocre business model. EBays business model was based on creating and maintaining a person-to-person trading community, providing millions of auctions, and hundreds of thousands of new items every day from which bidders may choose. After implementing their model, EBay has been able to build strategic partnerships, continue making innovative changes and progressions, and supervise its internal and external environments for possible future opportunities which have made them the worlds largest online auction company. Since the site provides plenty of reasons to stay for longer period of time and revisit on a regular basis, eBay has become hugely successful. The longer they stay on eBay, there is more chance to complete a transaction and generate revenue for eBay. The other reason for eBays success is their highest bidder wins style auction mechanism as a means of earning profit from charging a premium for mediating between buyers and sellers as a third party. In using this mechanism, a history of prices exist s (price points), creating increased inter-play between competitors in the marketplace. EBays business model recognizes these specific elements as a key to its success. They are (as given in the case study): It is the largest online trading forum with a huge mass of buyers and sellers, and varied range of items listed for sale Its compelling and entertaining environment with strong values and established rules hence facilitating communication between buyers and sellers. It has programs such as Safe harbor to aid in disputes and to punish users who violate eBay Cost effective and convenient trading Strong community affinity An intuitive user interface that was easy to understand, arranged by topics, and fully automated The founder of eBays vision was to create the environment and provide users ways to interact. Rather than finding various ways of making money, eBay has focused on creating a community of users by which they ended up making lots of money. According to a survey, the average eBay user spends an average of one hour, 26 minutes and eight seconds on eBay (http://www.marketingcharts.com/direct/ebay-aol-benefit-from-increased-us-web-usage-12765/). In contrast, visitors to catalogue stores and other commercial websites might spend only ten or twenty minutes there. EBay is maintaining their position since they are continuously improving to become better. When compared to amazon.com and other sites, eBay turned out to be far better since their expenses are low and doesnt hold any stocks like the others do. Creating New Markets Through Service Innovation For decades, since the evolution of internet, the importance of services has grown steadily to the global economy whereas the importance of goods has declined. Naturally, companies are constantly seeking to provide better services, regardless of whether they are in a pure service business or in a manufacturing industry that must increasingly rely on its service operations for continued profitability. However, most improvements to service activities are incremental. Stores stay open longer; producers establish websites with e-commerce functions; airlines, casinos and supermarket chains introduce loyalty card programs. These improvements are useful and indeed necessary, but their returns are somewhat limited. Only rarely does a company develop a service that creates an entirely new market reshaping the market providing company with unforeseen profits for a longer period of time. EBay is one of these rare companies. It has created new markets through its unique model of innovation. For example, in the online auction concept, eBay was not the first but it gradually became the dominant player. In the early 1980s, CompuServe (nee MicroNET) and The Source were sponsoring auctions. Specifically, Comp-U-Card Online/Comp-U-Store held weekly auctions for consumer goods like the brand-new Sony Walkman in 1983, and CompuServes first eBay-style automated online auctions were held in 1982. Due to limited use of the internet technologies and lack of awareness, these companies were not much success. Later when the trend changed, new technologies developed, and online business grew, eBay introduced its business totally focussed on service which led them to create successful new markets domestically and globally. Ansoffs growth matrix identifying opportunities for growth for eBay Current Products/ servicesNewProducts/ servicesCurrentMarketsNewMarkets 1. Market penetration strategy Attempt to get existing users to spend more 3. Product development strategy Wireless Develop sectors such as introduce car sales, boat, sales etc. Fixed-price shops Paypal: payment system Providing commission on sales 2. Market development strategy Attract new vendors such as large corporations Develop international sites in significant markets such as Germany, Japan 4. Diversification strategy Skype: VOIP Enabling communication among community EBay is one of the most successful e-commerce website in the World Wide Web. The strategic direction of the company is market penetration. The main aim of a market penetration strategy is to increase the market share by using the current products within the existing markets. This involved the actions and programs to be done in order to enhance the current core competencies or build a new one. In the case of e-Bay, the company focuses on improving the quality of their service in order to improve the reputation of the company compared to its direct and indirect competitors. EBay is focusing on the improvement of its service by using updated and high-tech Information System, which will help to improve the visitor log, improve the quality of service and the security and safety of its online users. Beside that EBay has continued to innovate and connect people. The most important points in their innovation are acquisitions of PayPal in 2002 an online financial service, and Skype in 2005 an internet communication company. With these acquisitions, EBay provides customers with the most convenient methods so that buyers can make low cost contact with sellers easily and make all transaction swiftly. Although there are several disputes that EBay is doing a real value chain, its characterization proofs that EBay performs a virtual value chain. It provides platform for trading on the internet in virtual market where it operates and the value of goods sold in this site is determined by auctioning of buyers. It performs as a self-regulating global economy. Lesson to a new internet business from eBay Figure from www.ebay.com On a normal e-commerce site, customer does some shopping, picks out one or more items, and heads to the checkout area as quickly as possible. But in eBay, members can do other thing than just buy or sell. They can Post feedback: In business, feedbacks are crucial and help the company to improve their mistakes. Here, both consumers and sellers can post their feedbacks in the forum describing their deal of the product. Communicate with others in message boards: Consumers such as Antique hunters, collectors, and bargain hunters like talking about their common interests. This leads them to meet and greet each other in the same spots on eBay, either in a weekly or prearranged chat, just to say hello and share opinions. Post secondary information: eBay sellers and buyers can create About Me pages to inform people about themselves. Sellers can open eBay Stores. This gets them personally involved with the sales they open this site not only for business but it has become part of their daily lives. In other words, loyalty, the desire of finding a bargain, and the love of making some extra money are what keep eBay users returning on a regular basis, which makes eBay a lovely and a successful venue. Its the human touch that means so much on the auction site. By implementing their business model, eBay employed three main tactics. First, they looked to build strategic partnerships. Second, they looked for customer feedback to constantly make changes and improvements. Finally, they monitored its internal and external environments for possible opportunities. By doing all of these sorts of things, eBay is being able to adapt to the changing ways and keeping their customers satisfied. To be successful eBay continue to mould and change their business model to satisfy its customers and keep the level of quality they employ to the highest degree as possible. eBay has created a one-stop-shopping experience that is appealing to large corporations, independent entrepreneurs, and individual buyers and sellers. They have created value through many facets of their business that appeal to their customers and differentiate them from the competition. The main ways that eBay differentiates themselves is through: Variety of products offered When customers visit eBay they can search for virtually any product. EBay boasts a category variety not matched by any competitor with over 27,000. The eBay Community EBay wants their customers to feel like they are a part of a community. This community feel gives customers the sense that they are branch of something and cared about. By showing the customers that their feedback, opinions, and feelings are important eBay has gained tremendous ground with their customers. The eBay Website EBay has created an auction and retail website that is unique and interesting. This creative site sets them apart from their competitors. The site is set up with many facets that reach a broad span of visiting buyers and sellers. The site is also entertaining and easy to use making it very appealing for online shopping and trading. The eBay Brand Name EBay was the creator of the online auction industry. When customers think of online buying the immediately think of eBay. This has given them a competitive advantage that sets them apart from other online auctions. eBays Global Reach The global reach of eBay is not achieved by any other online auction site. For large corporations international selling and buying is done everyday. Even for an individual buyer or seller, having the option of searching throughout 150 countries with a span of 94.9 million users is very appealing. Conclusion eBays compelling value proposition, their ability to create a new market using Internet technology, and their first-mover advantage, have been key factors that have contributed to the success of the brand, however, their ability to cultivate a distinct sense of community has been the defining characteristic which differentiates them from other online auctions. As a result, eBay attracts a broader selection of buyers, which in turn attracts more sellers the ultimate network effect contributing to its strong lead and competitive advantage. Their focus on heavy users and targeted promotions, have been instrumental in building a quality customer base, which has established eBay above other online auction communities. eBay has also faced difficult challenges in scaling the organisation fast enough, as they could not opt for a go slow strategy.

Government Surveillance of Internet Activity Essay -- Internet Web Com

Government Surveillance of Internet Activity 1. Background Back to late 1980s in China, some young people in college or research institute had a chance to surf the Internet through a fairly low speed, roughly routed World Wide Web connection. But a big surprise for them was that the Internet was a real freeway, a freeway escaping from strict government control, a freeway for people who wanted to see but couldn’t see and who wanted to say but couldn’t say. Stepping into the 21st century after more than a decade, the Internet service in China has already been almost the latest generation in the world. However, a new surprise for those â€Å"old† surfers and new comers is that the traffic on the Internet freeway is jammed or totally blocked. Some internet writers, even anonymous ones, have been monitored and arrested. Chinese people realized that what could be seen and reached through the Internet becomes less and less, and what could be spoken on the web now leads to a huge threaten to individuals as the consequence. Why is that? Someone blames the advanced software technology which is now available to the Chinese government. It is argued that new technologies enabled the government to turn on red lights in the Internet freeway and use â€Å"web polices† to intercept violators who were chasing the freedom. Indeed, not only in China, such an observation becomes globally prominent. At a recent internet technology conference sponsored by the Internet Society in Montreal Canada (INET '96), a new discussion emerged which is focused on the increasing number of governments intent on erecting barriers to free speech on the Internet [1]. 1.1 Government surveillance exists in many countries and in a variety of forms. Normally, peo... ... Law and Technology, vol. 6, 2001. Anya Schiffrin, â€Å"Analysis: China, the Net and free speech†, CNN.com/SCI-TECH, Feb 16, 2001. William Yurcik, Zixiang Tan, â€Å"The Great (Fire) Wall of China: Internet Security and Information Policy Issues in the People's Republic of China†, Proceedings of the 1996 Telecommunications Policy Research Conference, 1996. Leonard R. Sussman, â€Å"The Internet in Flux†, Press Freedom Survey 2001, Freedom House, 2001. Markkula Center for Applied Ethics, â€Å"Calculating Consequences: The Utilitarian Approach to Ethics†, http://www.scu.edu/ethics/practicing/decision/calculating.html, 2004. Manuel Velasquez, Claire Andre, Thomas Shanks, S.J., Michael J. Meyer, â€Å"Thinking Ethically: A Framework for Moral Decision Making†, Markkula Center for Applied Ethics, 2004. http://www.scu.edu/ethics/practicing/decision/thinking.html#utilitarian

Colonialism and Imperialism - European Invasion Depicted in Heart of Darkness :: Heart Darkness essays

The European Invasion in Heart of Darkness       The viewpoint of the European invasion of Africa, as seen through the eyes of Marlow in Joseph Conrad's Heart of Darkness, takes a dramatic turn. At first, Marlow sees through the European viewpoint, where the invasion is a heroic attempt to tame a mysterious culture, while reaping the rewards of the ivory trade. The descriptions of the natives are inhuman, monstrous and fearful. The shift in perception occurs as Marlow begins to see through the eyes of the natives. The result is compassion for an ancient civilization that is very much human in there fear of being conquered. Part of Marlow's European viewpoint stems from people he respects. From his " excellent aunt's" Christian viewpoint, there is a duty in " weaning those ignorant millions from their horrid ways"(Longman, P.2199). Marlow becomes influenced by the members in the partnership mostly concerned with obtaining ivory " I also was a part of the great cause of these high and just proceedings"(2202). The European viewed conquering the ignorant and using their ivory for wealth as heroic. The description of he manger's office walls contained "a collection of spears, assegais, shields, knives was hung up as trophies"(2208). In addition, the mission of Kurtz becomes " a very important one, in the true ivory-country, the very bottom there" (2204). Here the European viewpoint of invading Africa is heroic verses horrific. Through the description of hoe Marlow first view the natives; there is an expression of fear felt toward the uncivilized race not viewed as human. After the death of Marlow's African helmsman, Marlow question his sorrow for the loss for a " savage who was no more than a grain of sand in a black Sahara"(2227). In addition, when approaching Kurtz, Marlow's fearful description of an approaching native is " Some sorcerer, some witch-man, no doubt! It looked fiend-like enough" (2237). The fear of the unfamiliar culture unfolds with " mysterious niggers armed with all kinds of fearful weapons"(2204). In this viewpoint, fear is the European excuse for the invasion. The shift in Marlow's perception towards the natives develops as compassion for the fear Europeans have inflicted occurs. Marlow sees though the eyes of the natives with " The glimpse of the steamboat had for some reason filled those savages with unrestrained grief" (2221). Unfolding is the discovery that the savages are human after all.

Critical Analysis of Early Childhood Pedagogy Article Essay

Argument stated that early childhood curriculum needs to be analyzed because the old curriculum was introduced by another culture. â€Å"Early childhood curriculum as defined by Haliwell is also called â€Å"cultural construction work† (Ashby, Grieshaber, p 127) and trading post between boundaries of culture, generations, and sexes (Ashby, Greishaber, p 128). † Consideration is given to the child centered education in order to answer the questions on what to be taught, who decides and who are the learners to develop childhood curriculum into â€Å"person-making† (p128). 2. Is the statement of the problem clear in the beginning to the end? The readings concluded that early education in the past did not respond to the changing circumstances (p. 139) makes it unclear since the circumstance of Australia is becoming a nation with multi-racial population contradict the point that traditional education in the past brought by European countries and the west did not respond to change. Statement is incoherent towards a universal outlook or people go through a phase of â€Å"inculturation â€Å"which if traced back came out from the west or European in origin. See more: how to write a critical analysis outline 3. Evidences that support the arguments which is leading to the conclusion. The argument is to consider the present trend with regards also to the so called child centered learning elaborated in the examples by the PCF (see pages 137-138). However, it did not provide other evidence on the effects of the child centered learning option which undermines classroom behavioral patterns or the teacher and pupil relationship. 4. Relevance of the evidence that support argument is it up to date? Moreover, it criticizes that the old or early childhood programs legitimated diverse cultural viewpoints (page 138). Evidence gathered to answer the question about who to teach and be thought and what should be taught was not very well implicated in the succeeding arguments although it discusses on the aboriginal culture of the nation. 5. Is there sufficient evidence to prove the case? Relevance? What is missing? The argument is to determine the best approach in the present childhood curriculum. However, there are no sufficient evidences if the past or the present trends are successful. 6. What (if any) would be a better order to present to strengthen the line of reasoning? The paper is to consider the methods of teaching early childhood education. What is missing are the comparative analysis or the pros and cons of both the early trend and the new trend which is child-centered. The argument discussed several avenues of conflict especially when culture, sex and generation gaps are examined. 7. Are there examples of flawed reasoning? Attempts to persuade the reader through an appeal to the emotions? Is evidence interpreted and used correctly? The reader is appealed to the emotion of seeking identity to a fast changing world and competencies in teaching (page 137-138). Article did not answer the question on how early childhood education should be taught in Australia. Further there is no conclusion for instance concluding that Child centered pedagogy must also become teacher focused.

Inuit Art & Canadian Nationalism Essay

Inuit refers to a certain group of people who had acclimatized and inhabits the cold and harsh climatic regions of Canada. They are similar to Eskimos who live in Arctic regions of Russia and Europe and North America. Their art is a reflection of urbanization with elements of cultural experiences which denote the activities carried out within their daily life as dictated by the environment. A good Inuit art work is the one mended with vast landscape and traditional Inuit culture. Achieving such Inuit art work is sometimes challenging and controversial but it is a reflection of honest work. The Canadian Inuit art is a good example such as the one brought out by James Houston writings. James Houston was first artist to get involved in the Canadian Inuit art in 1948 with the objective of searching new land to paint. People living in the new land were very friendly, warm and the environment was vast, beautiful and cold. Interaction with the Indian and Inuit people in the Arctic provided the best opportunity for James to introduce Inuit culture to the world. Introduction of Inuit culture was made possible with the use of remarkable stories and art. There are four main particular exciting Inuit art work by James Houston in his writings. These include the White Archer, Akavak, Worlfrun and Tiktaliktak (Graburn, 2). The art work was collected in a good volume which illustrates the story about Arctic and nationalism. Many Canadian art and craft galleries, souvenir shops, and museum stores clearly confirm that tourist art is a measure of Canadian and Inuit work. Inuit art for the last say half a century has been appropriated by people living in the southern part of Canada. In addition, Inuit art is seen as one of the brightest jewels representing Canadian cultural mosaic. Inuit art is considered as one of the most important resource in establishment of Canadian identity. In many particular instances, Inuit images are viewed as symbols for identification in part or whole of the Canadian identity. Many Canadians identify themselves with Inuit art as it is one of the unquestionable means of identity. The Canadian government is usually devoted to identify between non-Aboriginal and Aboriginal peoples. The rhetorical power is used to establish a body of identifications for national identity. However, there are other indigenous images used by Canadians to represent national identity but Inuit art is the most outstanding. Indigenous art also play a very important part in identification and act as a symbol for national community identification. Organizational, individual and institutional identification needs in Canada are served through striking graphic power, prints, carvings and ability to be recognized (Maryllbelle, 1). The good graphical work creates expressive symbols for federal government. This is a clear representation of Canadian symbolism in the form of art graphics. Successive governments have tried to recognize the construction of unique Canadian identity as one of the most critical part of their mandate. For purpose of maintaining consistency, the Canadian government has tried to distinguish Canada from other countries through the use of Inuit art. A line on map could have been used to differentiate Canada from other countries but since confederation, art graphics have been in use. There are certain drawbacks in any given state that result to individual division such as ethnicity, language or religion. The use of Inuit art has no negative effects as are related to religion, language or ethnicity. Canadians have tried to differentiate themselves from U. S and other countries through the use of symbols or identity with genuine characteristics. Canadian identity has been constructed by constant shifting rhetorical identification and division process that aim at bringing communities together. It also aims at separating communities from one another as history shows how Canadians have tried to negotiate the nature of the countries core values. Identification of core values is shaped by discursive resources which were developed in the course of European settlement in Canada. Association of parties with material objects creates a marker which supports a sense of nationalism. A wide or broad group of cultural producers creates relevant material objects that interprets objects deemed fit for forming cultural equipment. Artists, dancers, painters, filmmakers, musicians, writers and sculptors play a very important part in promotion of patriotic education. This has been performed since the early twentieth century whereby material objects are provided in styles which fit the service of nationalism. In addition, societies rely on advertisers, teachers, publishers, journalists and other opinion leaders to interpret material objects. The same artists and opinion leaders disseminate the interpreted information to people with a view of constructing an appropriate conceptual linkage between material objects and national feeling (Marryllbelle, 1). The Canadian government plays a very important role in promotion of art work through incorporation of educational programs in schools and other public social gatherings. The Canadian government officially clarifies stresses and introduces appropriate pieties for material resource assortment that reflects values of country through public presentations, campaigns and internet. The use of public campaigns is to familiarize people about cultural products which help to promote art work. Canadian citizens store have their confidence in attitudes relating to resources for future reference. The retrieval of cultural attitudes arises in instances when certain national institutions try to stir up patriotic passion. Vocabularies at national levels are considered as reasons for, results of, and development of identification constructions on the basis of common interests of the citizens. The Inuit art is a reflection of Canadian language which tries to emphasis on cultural values leading to diversity of human ideas. Language is one main tool of identification which provides individuals with self worth and a sense of belonging. In the event a small group of community living within a given state loses its language, the members of the community feel left out in their identity as a cultural group. To avoid loosing identity by certain minority groups, certain commissions are formed to fight for rights of such minority communities (Stern & Stevenson, 8). Other alternative way of preserving the dignity of minority groups is through the use of art work which reflects the cultural believes of the individuals. A close look on the Canadian native art reveals that it has contributed to international exposure over the past centuries. Huge budgets have been drawn by government to support promotion of art with a view of carving out a national identity. Promotion of Eskimo art is one relative example to reflect the level at which government is in support of the Inuit art. The history of Canada showed that establishment of a national identity figure was made to promote cultural features. The desire to establish an iconic identification figure arose since the 19th century. This is a time when the Canadians wanted to establish their own identity separate from that of United States and British. After the First World War, considerations relating to public opinions changed through the efforts of seven artists (Grabaum, 1). Although they had no roots in Canada many of them were trained in Europe, their exposure and expertise into artistic work made the group of seven to travel many parts of Canada and established became one of the most sought Canadian arts. The spirit of Canada was captured in the national art and a modern style was clearly identified as suitable and had unique features reflecting Canadian culture. A large number of young artists in Canada started painting in the same vein as the seven artists. The disbursement of the seven artists group led to promotion of art work in the entire Canada. The Second World War provided a chance for Canada to establish Canadians artists (Pupchek, 7). This marked the turning point in the category of Canadian art history. Canada was very enlightened and happy with their war time military in addition to artistic efforts. This led to a revival in Canadian nationalism in various fields of art and culture which has been depicted in many journals and magazines. Nationalization of the Canadian art was a step prompted by government position to increase its support to art work. James Houston’s travel to the North gave him the chance to meet with the Inuit’s where he collected some of their art work, crafts and souvenirs. He inspired other artists who eventually started to carve small figures using soapstone which were basically used to make pots and lamps. The Inuit art was very instrumental as it was used to establish Canada as a great Northern power. The favorable image of Inuit art being products of nature, creativity of artists in ecological matters, lack of competition with mainstream art and adept at creation of materials made it possible for Inuit art to be used as a sign of Canadian national heritage.

Production vs Operation Management Essay

Production management and operations management are management jargon that needs to be simplified for those who are sitting on the fence or those inside an organization unable to comprehend them clearly. Sometimes it becomes confusing to be talking about production management inside operations management but they are separate and distinct entities in the study of management as ultimately, production is a part of the whole cycle of operations. Read on to clarify the doubts. Operations Management The study of set of activities comprising supervision, planning and designing of business operations in the field of manufacturing of goods and services is termed as operations management. The purpose of operations management is to make certain that the operations of a business are efficient and effective and result in minimum of wastage. Operations management tries to cut down resources involved in operations while at the same time making operations more effective and productive. In fact operations management is more concerned on processes than people or products. Operations management in a nutshell is using physical resources in an optimum manner, converting input into output, so as to supply to the market the desired and finished product. Production Management Production management on the other hand focuses specifically on the production of goods and services and is concentrated upon churning output from input. It is a broad sum of activities that go into turning raw material into final, finished product. One may feel that production management is a subset of operations management, but production management in itself is a broad subject that comprises production planning and control, inventory management, and operations control. Production management includes all management activities spanning selection. Designing, operating, controlling and updating production system. In brief: Operations vs Production Management †¢ Both production management and operations management play an important role in an organization in increasing the efficiency and productivity. †¢ While operations management is focused upon administration, planning and execution of operations involved in production of goods and services and trying to minimize the resources at the same time increasing output, production management is more concerned with input/output and churning out products in the shape of desired finished product.

Aroma Therapy Essay Example | Topics and Well Written Essays - 1750 words

Aroma Therapy - Essay Example This discussion briefly examines the history of aroma therapy then details the benefits and potential risks. It also provides scientific evidence for its power to heal, its applications and delivery methods and describes numerous conditions that would potentially improve from aroma therapy in addition to its prevalent use. Aromatics and herbs have been used for treating a number of ailments and the preservation of food since the earliest beginnings of humankind. The Egyptians are credited with originating the method of Aromatherapy that people today would likely recognize. They were the first to record using the infusion method to extract aromatic plant oils to use for medicinal purposes. At about this same time, 2700 BC, the Chinese are known to use a form of aroma therapy. India has also used aromatherapy for centuries. Western societies knew little of aroma therapy until the 1800’s. The term aroma therapy was coined in 1937 when a scientist published the healing affects of lavender oil after he accidentally burned his hand and used the oil he was experimenting with at the time (Ancient Times, 2007). People use specific therapeutic, or essential, oils for specific needs such as a mood enhancer, to relax or for an energy boost. â€Å"Not all oils are used to calm the body. Some, such as rosemary in the bath, can be used to stimulate the body† (Urbick, 2006). Users of therapeutic oils also receive the added bonus of the inherent healing effects of aromatic oils which many do not realize is a side-benefit of the therapy. Many types of oils contain similar health-enhancing properties found in domestic cleaning agents such as anti-viral, anti-septic and anti-fungal agents. Oils are extracted from many types of plants by utilizing an assortment of methods such as cold expression, alcohol extraction or steam distillation. Therapeutic oils are usually used externally and can be used in combination, or