Archive for January 12th, 2009

Breathing life into the death tax … Obama’s fires first tax increase shot

January 12, 2009

Summary:  Under the Bush tax plan, death taxes — formally known as estate taxes — are due to expire in 2010.  But, President-elect Barack Obama and congressional leaders plan to move soon to repeal the move and keep the estate tax  at current levels.

Ken’s Take: Except for family owned businesses, this move is mostly symbolic (from the standpoint of tax collection).  Few estates are subject to the tax (especially since the stock and real estate markets tanked) , and there are plenty of tax maneuvers for minimizing the taxes paid.  The impact on family businesses that are being passed along to the next generation are huge.  I don’t understand why they don’t simply get carved out of the tax grab.

But, this news has the potential to move the markets — down, of course.  It’s proof positive that Obama is still intent on cranking up taxes.  It’ll start with the uber-rich, but with trillion dollar deficits, it’ll spread like wild fire. Just watch.

Sidenote: Despite what Team Obama will claim, canceling a programmed tax reduction ai a tax increase ! 

Here are some highlights from the source article.

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Excerpted from WSJ, Obama Plans to Keep Estate Tax, Jan 12, 2009  

The Democratic stance on the estate tax contrasts with Mr. Obama’s reluctance to press forward with his campaign pledge to raise income-tax rates on top earners, which he worries could have an adverse economic impact during a recession.

Under the Obama plan detailed during the campaign, the estate tax would be locked in permanently at the rate and exemption levels that took effect this year. That would exempt estates of $3.5 million — $7 million for couples — from any taxation. The value of estates above that would be taxed at 45%. If the tax were returned to Clinton-era levels, it would exclude $1 million from taxation with the rest taxed at 55%.

In making their case for the restoration, Democrats contend that such a large additional tax break … would increase the deficit … wouldn’t have any impact on the economy … and would help the the affluent who already have benefited handsomely from the Bush tax cuts.

They also reason that if they don’t act now, it will be politically harder to go ahead with their plan to resurrect the estate tax once it has disappeared.

For small-business groups ,,,the emerging Democratic plan marks a stark defeat.

At the level proposed in the Obama policy, all but the largest estates — fewer than 2% of annual deaths — would escape taxation.

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The estate tax was enacted in the early 20th century as a levy on wealth and inherited assets. It was later amended to allow a spouse to avoid the tax.

Initial efforts to repeal the estate tax — cleverly coined a “death tax” — was backed by affluent families such as the Mars candy family, the Gallo wine family and the heirs of the Campbell’s soup fortune. 

But sharp divisions in the coalition emerged between the super rich and the merely rich. Business groups have sought a measure of certainty with an estate tax that is free of graduated timelines or sunset provisions, with the largest possible tax exemption — $10 million, or $20 million per couple. The rate of taxation above that level was of little concern, since virtually every small business would be exempt from taxation.

Yet the super affluent who began the movement wanted the lowest possible rate, since even a $10 million exemption would leave the bulk of their estates subject to tax.

“The very wealthy, in their quest to reduce their exposure, made proposals that threw the small-business community overboard.” 

Full article:
http://online.wsj.com/article/SB123172020818472279.html

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Fannie moves to speed “short sales”

January 12, 2009

Background:  In the housing market, a short sale occurs when a home is resold for less than the outstanding balance on the home’s mortgage.  Either the seller has to make up the difference, or the lender has to write-off the short portion of the loan. Of course, most sellers aren’t able to make the lender whole, so either the lender bites the bullet or forecloses — hoping to sell the property at a higher price.  That’s not likely these days either.

Ken’s Take: This is a good move by Fannie — reflecting the realities of the market.  More posts this week on the mortgage market and Fed proposals re: foreclosures.

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Excerpted from AP, Fannie Mae tests ‘short sale’ program, January 9, 2009

Real estate agents nationwide have complained about how long it takes for a lender to sign off on a short sale, often derailing the deal and leading a homeowner into foreclosure.

So, Fannie Mae — the  mortgage giant — is testing a new program aimed at reducing the number of foreclosures by pre-approving sales where homeowners sell houses for less than the amount owed on them.

The company will determine an acceptable listing price for a so-called “short sale” even before a buyer has been found.

Fannie Mae wants to make the short sale as fast and easy as possible so distressed homeowners can avoid foreclosure.

Full article:
ttp://www.businessweek.com/ap/financialnews/D95JTMFG1.htm 

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Marketing 101 … for Web 2.0

January 12, 2009

Excerpted from WSJ, “The Secrets of Marketing in Web 2.0” By S. Parise, P. Guinan, and B. Weinberg, Dec 15, 2008

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For marketers, Web 2.0 offers a remarkable new opportunity to engage consumers…But most companies still don’t appear to be well versed in this area. So here’s a look at the principles we arrived at — and how marketers can use them to get the best results.

Don’t just talk at consumers — work with them throughout the marketing process. A leading greeting-card company…set up an online community — a site where it can talk to consumers and the consumers can talk to each other. The company solicits opinions on aspects of card design and on ideas for gifts and their pricing. It also asks the consumers to talk about their lifestyles and even upload photos of themselves, so that it can better understand its market…the online community is much faster and cheaper than the traditional focus groups and surveys used in the past…

Give consumers a reason to participate. Consumers have to have some incentive to share their thoughts, opinions and experiences…One lure is to make sure consumers can use the online community to network among themselves on topics of their own choosing. That way the site isn’t all about the company, it’s also about them…Other companies provide more-direct incentives: cash rewards or products…Still others offer consumers peer recognition…recognition not only encourages participation, but also has the benefit of allowing both the company and the other members of the community to identify experts on various topics…

Listen to — and join — the conversation outside your site. Consumers tend to trust one another’s opinions more than a company’s marketing pitch. And there is no shortage of opinions online. The managers we interviewed accept that this content is here to stay and are aware of its potential impact — positive or negative — on consumers’ buying decisions. So they monitor relevant online conversations among consumers and, when appropriate, look for opportunities to inject themselves into a conversation or initiate a potential collaboration…

Resist the temptation to sell, sell, sell. Many marketers have been trained to bludgeon consumers with advertising — to sell, sell, sell anytime and anywhere consumers can be found. In an online community, it pays to resist that temptation. When consumers are invited to participate in online communities, they expect marketers to listen and to consider their ideas. They don’t want to feel like they’re simply a captive audience for advertising, and if they do they’re likely to abandon the community…

Don’t control, let it go. In an online community, every company needs balance between trying to steer the conversation about its products and allowing the conversation to flow freely. In general, though, managers believe that companies are better off giving consumers the opportunity to say whatever is on their minds, positive or negative…The more that consumers talk freely, the more a company can learn about how it can improve its products and its marketing.

Find a ‘marketing technopologist.’ So who should direct a company’s forays into Web 2.0 marketing?…We coined the term marketing technopologist for a person who brings together strengths in marketing, technology and social interaction…”someone with the usual M.B.A. consultant’s background, strong interest in psychology and sociology, and good social-networking skills throughout the organization.”

Embrace experimentation. One Web 2.0 strategy does not fit all…Blogs, wikis and online communities are among the tools that companies are most commonly using for marketing, but there are other ways to reach consumers…For instance, many companies have long used instant messaging on their Web sites to allow shoppers to chat with customer-service representatives…

Edit by SAC

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While the Marketing 101 principles are sure to evolve for Web 2.0 the above mentioned principles provide a good foundation for marketers looking to take advantage ever changing world of the web.

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Full Article:
http://online.wsj.com/article/SB122884677205091919.html

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Give me a jolt of Reb-A … but please, no calories

January 12, 2009

Excerpted from Ad Age, “Coke, Pepsi Jump on Zero-Cal Sweetener Reb-A” By Natalie Zmuda, Dec 18, 2008

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A new zero-calorie sweetener could boost the beverage industry — if only it can figure out how to market products containing the ingredient.

Coca-Cola and PepsiCo are rolling out products this month that will feature proprietary versions of Rebaudioside A, known as Reb-A.

Advertising messages are almost certain to take a variety of forms, and the products themselves could lead to confusion among consumers.

While consumers are accustomed to “diet” drinks containing a single calorie or none at all — and some of these new Reb-A products are likely to fill that bill — other products will have some calories …

In addition, there are two brand benefits to consider for marketing…some of the new beverages will likely be marketed as lower calorie, while others will be promoted as all natural. “The marketing and messaging is probably not going to be uniform…There’s not one single way of marketing these new beverages.”

Marketing efforts are likely to focus on education and sampling efforts to hook consumers…”In this case, because the ingredient is the differentiation of the product, it will be important to educate consumers about the value and the benefit of the sweetener…The key is to get people to get out and try these products and see for themselves that the products have a superior taste”…

It is unlikely Reb-A will find its way into flagship brands such as Diet Coke or Diet Pepsi…

A survey found that 22% of consumers are extremely interested in trying beverages using the sweetener…42% of those surveyed said they are not interested in trying beverages with Reb-A. Those consumers cited a myriad of issues ranging from safety and health concerns to taste to a preference for sugar…

Edit by SAC

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Beverage marketers would be wise to consider the same factors for Reb-A that technology innovations must overcome to ensure product adoption. 

These factors outlined by Everret Roger in Diffusion of Innovations are:

  • Relative advantage over existing options,
  • Compatibility with existing values, simplicity in being understood,
  • Simplicity — easy to understand and to use
  • Trialability on a low risk basis, and 
  • Observability —  the degree to which the innovation is conspicuous to others. 

The biggest hurdle for beverage marketers may be in Reb-A’s simplicity.  While it’s relative advantage in being all-natural is clear, consumers must understand this benefit for it to have value. 

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Full Article:
http://adage.com/print?article_id=133410

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