Wk4 Discussions Assignment Example | Topics and Well Written Essays - 500 words

Wk4 Discussions - Assignment Example Some of them might not be conscious of the dynamics involved in the investment of securities. Others might be conscious of the securities investment but do not understand which security will give a better return than the other. If Mr. Lynch answers this question, more investors from other industries will be interest on security investment. Mr. Lynch can let us know how to minimize market risks since avoiding it by diversification is impossible. He will suggest other avenues investors can use to minimize the risks associated with the type of security they have invested. Expectations of investors are high return, but market risk being included in the equation then the possibility of high return becomes slim. If investors have been armed with that kind of information regarding securities investment, we can be rest assured the number of investors in securities will increase. This will be a boost to our nation’s economy. To calculate the cost of equity division of cost of structure will need the use of Capital Asset Pricing Model (CAPM) or by Dividend Growth Model (DGM). The cost of debt can be calculated by use of historical (coupon) interest rate or market based interest rate The techniques used to calculate the estimate of divisional cost of capital are referred to as pure play approach. This technique is used to calculate riskier division is the security market line (SML) while for conservation division subjective approach technique would be used to estimate the cost of capital. The main challenge experienced during the estimation of the cost of capital for a division is that it hardly has securities for to trade in the market, so it is a problem to notice the risk of division in the markets’

The Baths of Caracalla Essay Example for Free

The Baths of Caracalla Essay The baths of Caracalla were enormous buildings, with huge frescoed vaults covering the massive rooms. Constructed which began in 212AD and took approximately five year to complete. The original name of the bath was called the Thermae Antoninanae. (power) The baths of Caracalla was a great accomplishment in Greek history and was shown evidentially threw the benefit for the people, novelty and uniqueness and the Architecture. The baths of Caracalla was a great project who had been all started by Emperor Septimus Severus in 206AD and then was later completed but his son Caracalla and was created because the emperor had a duty to provide entertainment for their people, baths were great for socialization purposes (power). The Roman baths have a long varied past. In early history Romans used baths for health and cleanliness. The baths that most people think of like a tub didn’t come into play until 25BC, with the First Thermae built by Emperor Argippa. Until then Romans bathed in neighbourhood baths with an average of five bath houses per block. So the baths of Caracalla were nothing new to the people. The Emperor made it only to improve on design, grandeur and popularity of the ones before him. The baths were open sunrise to sunset; most commoners went only once a day. It was normal for an emperor to use it for luxury and bath as many as seven to eight times a day. A common routine for the Romans were; easy exercise in the palaestra, then continue to attend the baths, after anoint themselves in oil and then finish by eating. unknown, The baths of caracalla) The baths of Caracalla severed as the new â€Å"ideal† baths for romans; it could hold over 1,600 people and allowed them a new place to go. It contained the grandest and most elaborately decorated buildings, and was also the last major building project undertook in Rome until nearly 100 years later. The baths differed from predecessors by its large scale and its imposin g facade, no other bath or building in Rome could compare. Much of its original building is standing, which has been destroyed by an earthquake in 847 . The bath was built on the outskirts of the southern part of the city, near the Circus Maximus and the imperial palace. (unknown, The baths of caracalla) The baths consisted of a series of massive rooms, over an area of 26 acres. It took on the shape of any normal bath house, it was rectangular and very systematically. (unknown, The baths of caracalla). Rooms that were in the bath were vestibules which acted as a lobby between the interior of the building and outer space. Apodyterium which were considered the dressing rooms , and was the first stop for bathers before getting in the water , and a slave would commonly stay on watch over belongings. The calidarium was a hot room with a pool of water at a 35m diameter, Tepiberium was considered just a warm room kind of like a sauna we have today. Frigidarium was the cold room and the opening air swimming pool was called the natatio. The outside of the Baths are covered with gardens which included statues and fountains. Other rooms where the gymnasia and the study room. The building system combined the use of baked brick with concrete called opus caementicium which was a mixture of small pebbles and sand and lime motar. The water for the baths was brought from the springs of Subiaco, 100km from Rome through the aqueducts. It was distributed by tubes, the bath consisted of three network tunnels, for facilities water, sewage and wood which was used in 50 furnaces to heat the water. The floors were covered with black and white mosaics which can still be seen somewhat today. (Zeballos) Compared today with the baths, everyday you don’t see hundred of men in a bath together, nor with women. Today we have individual baths in our homes. The discussion of policy or philosophy is all done in offices now a day , but back then it was all done by a group of people sitting in a bath together. Generally they were washed by slaves or eunuchs, instead of depending on their selves for their own cleanliness. Water was a constant for them, because it was always there for them when here now a days we have to pay for our water supply. The baths of Caracalla are looked at by people in a numerous amount of way , now what of left of it after the earthquake, is now a monument to Roman history, its persistence to benefit the people which kept them clean and the beautiful architecture that was done to make this one of the most memorable accomplishment in history today, and the way that its uniqueness and novelty has different from today’s society.

Sophocles Antigone †Comparing the Symbolic Alignment Utilized by Creo

Sophocles' Antigone – Comparing the Symbolic Alignment Utilized by Creon and President George Bush ... he who has not first laid his foundations may be able with great ability to lay them afterwards, but they will be laid with trouble to the architect and danger to the building. - The Prince by Machiavelli Sophocles addresses this very problem in his play Antigone by the methods Creon uses to rule Thebes. Creon begins ruling Thebes in a very difficult time and circumstance. The polis has been embroiled in tragedy for over a generation. Creon must rule the city and consolidate the Theban citizens behind him. He resorts to symbolic means to unite the people, but he goes too far-- he is unyielding in his adherence to the symbolic policy he adopts, and too late becomes aware that he is actually losing the people he tries to lead.Creon capitalizes on recent tragic events in Thebes to consolidate his power and legitimize his position. The latest war in Thebes was waged between two brothers-- Eteocles and Polyneices. Polyneices, the elder brother, was to have the throne; but Eteocles drove him out by convincing the people that Polyneices carried Oedipus' curse. Polyneices went to Argos and raised an army, then returned in order to drive Eteocles out and retake control of Thebes (Oedipus at Colonus 1532-5). In the ensuing battle, the brothers killed each other-- they "worked out their share in common death" (Antigone 162). Their strife is over. Polyneices' army has returned to Argos, leaving the kingship of Thebes to Creon.Creon has just come to power in a city that has had more than its share of grief: King Laius was murdered, then the Sphynx and a plague tormented the polis with death. Next, Oedipus discovered his own crime... ...e question is not unique the ancient Thebes, however, and it behooves us to examine Creon's methods and goals in light of current events. For example, President Bush is currently using the tragedy of the World Trade Center attacks last year to unite the American people... more importantly to unite them under his leadership. His approval ratings are sky-high, up in the 70th percentile, according to polls by Gallup, CNN, USAToday, Fox, the Christian Science Monitor, Time, and others (http://www.pollingreport.com/BushFav.htm). By making his policy one of "Good vs. Evil," he has polarized the conflict, and who wouldn't want to be on the side of the Good? This method is not inherently wrong or bad, but with it come many caveats, as Creon discovered, and as Machiavelli warns. Symbols can be useful tools, but like any good tool, they can be dangerous if used without care.

Designing a Butterfly Garden for the Blind :: Architecture Design Essays

Designing a Butterfly Garden for the Blind The research and preparation for this essay have made me realize not only how interesting and unique this project is, but also how useful and valuable such a â€Å"Garden for the Blind† could really be. The blindfolded Butterfly Garden experience specifically helped me realize to a great extent how much we as humans greatly overemphasize our sense of sight, and do not take full advantage of all the senses most of us have been blessed with to use and appreciate. Just as the restaurant â€Å"Dans le Noir?† is not restricted to only the blind, I believe this Garden for the Blind should be for everyone to enjoy and experience. Perhaps those patrons who are gifted with sight could do as we did at the Butterfly Garden and close their eyes, wear sunglasses, put on blindfolds, or whatever means of covering their eyes so that they could truly feel the impact of the garden’s beauty without relying on merely the sense of sight. Joy Malnar and Frank Vodvarkaà ¢â‚¬â„¢s Sensory Design helped accustom me to the idea that our other senses are just as important, but vastly underused, when compared with the sense of sight. The architecturally-focused book’s brief section on gardens and emphasis on non-ocular senses helped me start thinking in the proper frame of mind for this garden’s design. Richard Florida’s The Rise of the Creative Class was able to aid in my creative thinking processes, and proved very helpful thanks to the revelation that creativity is not a â€Å"gift† that only some people are blessed with, but rather a frame of mind that anyone who works hard enough can attain and master for some creative purpose. All of these various sources helped provide me with the right mindset and creative energy in order to come up with the ideas and thoughts about the â€Å"Garden for the Blind† I am about to describe. A continuing theme that one cannot avoid when considering developing anything geared specifically toward the blind is that all visual, sight-based elements are useless. However, this is not to say that the designer is greatly limited or handicapped. The wealth of possibilities that exist through taking advantage of all our other, non-exploited senses is endless. Designing a Butterfly Garden for the Blind :: Architecture Design Essays Designing a Butterfly Garden for the Blind The research and preparation for this essay have made me realize not only how interesting and unique this project is, but also how useful and valuable such a â€Å"Garden for the Blind† could really be. The blindfolded Butterfly Garden experience specifically helped me realize to a great extent how much we as humans greatly overemphasize our sense of sight, and do not take full advantage of all the senses most of us have been blessed with to use and appreciate. Just as the restaurant â€Å"Dans le Noir?† is not restricted to only the blind, I believe this Garden for the Blind should be for everyone to enjoy and experience. Perhaps those patrons who are gifted with sight could do as we did at the Butterfly Garden and close their eyes, wear sunglasses, put on blindfolds, or whatever means of covering their eyes so that they could truly feel the impact of the garden’s beauty without relying on merely the sense of sight. Joy Malnar and Frank Vodvarkaà ¢â‚¬â„¢s Sensory Design helped accustom me to the idea that our other senses are just as important, but vastly underused, when compared with the sense of sight. The architecturally-focused book’s brief section on gardens and emphasis on non-ocular senses helped me start thinking in the proper frame of mind for this garden’s design. Richard Florida’s The Rise of the Creative Class was able to aid in my creative thinking processes, and proved very helpful thanks to the revelation that creativity is not a â€Å"gift† that only some people are blessed with, but rather a frame of mind that anyone who works hard enough can attain and master for some creative purpose. All of these various sources helped provide me with the right mindset and creative energy in order to come up with the ideas and thoughts about the â€Å"Garden for the Blind† I am about to describe. A continuing theme that one cannot avoid when considering developing anything geared specifically toward the blind is that all visual, sight-based elements are useless. However, this is not to say that the designer is greatly limited or handicapped. The wealth of possibilities that exist through taking advantage of all our other, non-exploited senses is endless.

Reasons for Iraq War

Reasons for Iraq war There are many reasons for the cause of the Iraq war. The Iraq war took place in the early 2000’s. Many people died and it was a very brutal war. The Iraq war has many reasons to why it started; weapons of mass destruction, terrorism and nationalism. Those are the main reasons for what happened in the early 2000s known as the Iraq war. In March 2003, the people of the United States and its allies around the world launched an attack in the Middle East on the country of Iraq.The United States believed that Iraq possessed weapons of mass destruction (WMD). This included but is not limited to chemical, biological, nuclear and explosive weapons that could be used to kill numbers of people. Not only did the US need to prevent Hussein from using these weapons but also needed to insure the weapons and technology would not be passed on to terrorist groups. The main purpose of this invasion was to remove the countries brutal a d dangerous dictator, Suddam Hussein.Th e roots of struggles in Iraq dated back hundreds of years and many historical events compiled together to create the rising tensions between the world and Iraq. In response, the United Nations formed a coalition (a temporary union between multiple counties to achieve a common goal) to over throw Suddam Hussein. Arab members of the coalition like Saudia Arabia and Egypt did not support a total invasion on Iraq. Suddam Hussein continued to defy the UN insurmountable pressure to disarm the Iraq begins to take place and has a devastating effect on the people of Iraq. Because of suddam Hussein brutal repression of his people, the US and its coalition allies establish no fly zones. These prevented Iraq from flying aircraft over northern and southern areas of the country. US fighter jets patrolled the no fly zones Suddams military from attacking, thus protecting people â€Å" (pg 189) Blix) Iraq’s struggle to break away from its ruler, king Hussein created a divide amongst its peop le. Iraq’s struggle for nationalism created a divide amongst its people.

Whole Foods and Marketing to Hispanics Essay

Whole Foods and Marketing to Hispanics Essay Whole Foods and Marketing to Hispanics Essay Creighton university – masters in business administration program Whole Foods and Marketing to Hispanics Multicultural Marketing Jeremy Griffith At its most basic premise, the case for businesses expanding their marketing beyond so-called general market strategies and methods to appeal to a multicultural consumer base is a simple one. Not only has the ethnic segment been the fastest growing in the United States for quite some time, it is estimated by David Burgos and Ola Mobolade (co-authors of the book, Marketing to the New Majority) that â€Å"By 2042, The United States is expected to become a majority-minority country†. According to the 2010 U.S. Census, this is already the case for the population that is under 18 years old (51% racial/ethnic minorities including foreign-born whites vs 49% whites), (Burgos & Mobolade, 2). Please note the two accompanying charts under Exhibits 1 and 2 at the end of the paper. Between 2000 and 2010, the multiracial population grew 19% in one decade alone! It would seem foolish (if not downright careless!) for an organization not to adjust their marketing campaigns to appeal to this fast-growing segment. The business community is making a mistake if it believes this growth trend is abnormal and likely to level out in the future, as the multiracial population is estimated to grow by 194% between 2010 and 2050 (Burgos & Mobolade, 6). Even if this growth estimate is somewhat aggressive, even half of this rate would be tremendous growth! As Burgos and Mobolade state, â€Å"The demographic shift underway in the United States is unstoppable†. Those companies that either consciously or ignorantly choose to ignore this multicultural audience in its marketing campaigns are doing so at their own risk. As Burgos and Mobolade write, â€Å"marketing communications strategies that fail to adapt will fall behind. The New Majority will select brands that ref lect their transcultural realities while still acknowledging their ethnic nuances, leaving less culturally competent brands to history† (Burgos & Mobolade, 105-106). Not marketing to ethnic minorities is basically the equivalent of letting sales revenue slip through your fingertips, which is obviously not something any business (regardless of the size and stature) likes to do! Regarding the demographic statistics mentioned above, Hispanics currently represent the largest racial minority segment in the U.S. Not only that, the U.S. Census Bureau projects the U.S. Hispanic population to number 133 million by 2050, which is more than double the 50 million number for 2010 (based on 2000 Census figures). Here are the projected population figures and growth rates for the three main racial minority segments (please note the additional chart depicted in Exhibit 3 at the end of the paper as well): U.S. Population* Growth Projections by Ethnic Segments *Population in Millions Ethnicity 2010 Population 2050 Population # Growth % Growth Whites 201 203 2 1.00% Hispanics 50 133 83 166.00% Asians 14 33 19 135.71% Blacks 38 52 14 36.84% Source: US Census Bureau, based on 2000 Census figures This being said, while it is important for companies to appeal to African and Asian Americans in their marketing efforts as well, one could argue it is downright crucial for companies to target Hispanics if they want to grow their revenue in the future. Although intelligently-managed companies have been marketing to Hispanics for some time now, this segment still represents a relatively untapped source of growth for many organizations. While language barriers and lower than average buying power (on a per-person basis) represent two of the main challenges when it comes to marketing to Hispanics, companies are making a stereotypical mistake if they believe this to be the case for most Hispanics, as this is certainly not the case. Research has shown that the language barrier mostly only applies to first-generation immigrants to the U.S., those who are said to be

Chocolaty Goodness †Creative Writing

Chocolaty Goodness – Creative Writing Free Online Research Papers It’s about 11:30pm. I am always tired but I have insomnia, so I have at least three hours before my eyes start getting heavy. My daughter, Ava, just went to bed. It’s Friday so I let her stay up to watch â€Å"Elmo’s Adventure to Grouchland† for the thirteenth time today. Now, it’s â€Å"me time.† The only problem is that I am bored. There is nothing on TV, I don’t feel like studying, my computer is broken, and the only food in the kitchen is baby food and milk. My brother, Erik, lives with me and mentions he is hungry. There is a Carl’s Jr. about two-hundred-fifty yards away, so I offer to grab a couple cheeseburgers as an excuse to get out of the house. Since it was late, and cold, I decided to drive instead of take my usual stroll. As I order two cheeseburgers I notice the new ice cream shake advertised. It was a â€Å"Chocolate Malted Crunch† for about four dollars. I always test the new shakes when they come out so I had to try this one. I wasn’t too excited though, because the pervious special shakes I have tried haven’t been anything to die for or even buy a second time. I order my food, pay for it, get back to the apartment, and park my car. After all, I don’t think it’s too safe to be driving around at this late hour. The heater is blowing at maximum force and temperature. The radio is on, playing Rihanna’s new hit. I push the straw out of its wrapper, put it in the shake, and take the first chug of my malt. It was unlike any of the shakes Carl’s Jr. has ever offered. The ice cream was so rich in chocolate flavoring. It was cold enough to eat fast, but not give me one of those â€Å"brain freeze† headaches. There are tiny pieces of crunchy malt balls mixed in, making it fun to eat. They weren’t frozen to the point of being rock hard like when you mix MM’s or gummy bears into ice cream. In my entire twenty-seven years of eating the same foods over and over, the world seems to have paused and I am now in a state of food euphoria. Erik is upstairs waiting for his cheeseburger but I don’t want to leave this moment. Having a child always leaves me anxious and feeling rushed to get things done as quickly as possible. But wait, Ava is inside sleeping. I have been gone for only about ten minutes. What is the rush? Erik can wait. He is not starving. So I take this moment to relax. I have found peace. No screaming child, no school books calling me, no bills to stress about, and no mess to look at. I love my brother, but I have got to admit, he is a lazy couch potato and seeing him day in and day out annoys me to the point I hide in my room for days at a time. With my car still running, I drink my shake. Tasting every bit of crunch I slurp up. I am so comfortable in my little car. The heater has made the perfect temperature. Its dark outside and no one is around making any noise or staring at me. I feel like I almost don’t exist. There is not a thought in my mind except how godly this shake is. I probably drank the whole shake in about five minutes. I have never eaten anything this fast in my life but I just couldn’t put it down. Finally, I am finished. I sigh knowing the moment is over. The car gets turned off; I grab the cheeseburgers, and walk inside the apartment. Life proceeds. I only hope next time is just as epic. Research Papers on Chocolaty Goodness - Creative WritingThe Spring and AutumnPersonal Experience with Teen PregnancyBook Review on The Autobiography of Malcolm XThe Hockey GameThe Effects of Illegal Immigration19 Century Society: A Deeply Divided EraUnreasonable Searches and SeizuresGenetic EngineeringWhere Wild and West MeetHip-Hop is Art

Amritsar Massacre, 1919

Amritsar Massacre, 1919 The European imperial powers committed many atrocities during their period of world domination.  However, the 1919 Amritsar Massacre in northern India, also known as the Jallianwala Massacre, surely ranks as one of the most senseless and egregious.   Background For more than sixty years, British officials in the Raj had viewed the people of India with mistrust, having been caught off-guard by the Indian Revolt of 1857. During World War I (1914-18), the majority of Indians supported the British in their war effort against Germany, the Austro-Hungarian Empire, and the Ottoman Empire.  Indeed, more than 1.3 million Indians served as soldiers or support staff during the war, and more than 43,000 died fighting for Britain. The British knew, however, that not all Indians were willing to support their colonial rulers.  In 1915, some of the most radical Indian nationalists took part in a plan called the Ghadar Mutiny, which called for soldiers in the British Indian Army to revolt in the midst of the Great War. The Ghadar Mutiny never happened, as the organization planning the revolt was infiltrated by British agents and the ring-leaders arrested. Nevertheless, it increased hostility and distrust among British officers toward the people of India. On March 10, 1919, the British passed a law called the Rowlatt Act, which only increased disaffection in India.  The Rowlatt Act authorized the government to imprison suspected revolutionaries for up to two years without a trial. People could be arrested without a warrant, had no right to confront their accusers or see the evidence against them, and lost the right to a jury trial.   It also placed strict controls on the press. The British immediately arrested two prominent political leaders in Amritsar who were affiliated with Mohandas Gandhi; the men disappeared into the prison system. Over the following month, violent street scuffles broke out between Europeans and Indians in the streets of Amritsar.  The local military commander, Brigadier-General Reginald Dyer, issued orders that Indian men had to crawl on hands and knees along the public street, and could be publicly lashed for approaching British police officers. On April 13, the British government banned gatherings of more than four people. Massacre at Jallianwala Bagh On the very afternoon that freedom of assembly was retracted, April 13, thousands of Indians gathered at the Jallianwala Bagh gardens in Amritsar.  Sources say that as many as 15,000 to 20,000 people packed into the small space. General Dyer, certain that the Indians were beginning an insurrection, led a group of sixty-five Gurkhas and twenty-five Baluchi soldiers from Iran through the narrow passages of the public garden. Fortunately, the two armored cars with machine guns mounted on top were too wide to fit through the passageway and remained outside. The soldiers blocked all of the exits.  Without issuing any warning, they opened fire, aiming for the most crowded parts of the throng. People screamed and ran for the exits, trampling one another in their terror, only to find each way blocked by soldiers. Dozens jumped into a deep well in the garden to escape the gunfire, and drowned or were crushed instead. The authorities imposed a curfew on the city, preventing families from aiding the wounded or finding their dead all night. As a result, many of the injured likely bled to death in the garden. The shooting went on for ten minutes; more than 1,600 shell casings were recovered.  Dyer only ordered a ceasefire when the troops ran out of ammunition. Officially, the British reported that 379 people were killed; its likely that the actual toll was closer to 1,000.   Reaction The colonial government tried to suppress news of the massacre both within India and in Britain.   Slowly, however, word of the horror got out.  Within India, ordinary people became politicized, and nationalists lost all hope that the British government would deal with them in good faith, despite Indias massive contribution to the recent war efforts.   In Britain, the general public and the House of Commons reacted with outrage and disgust to news of the massacre. General Dyer was called to give testimony about the incident.  He testified that he surrounded the protestors and did not give any warning before giving the order to fire because he did not seek to disperse the crowd, but to punish the people of India generally. He also stated that he would have used the machine guns to kill many more people, had he been able to get them into the garden.   Even Winston Churchill, no great fan of the Indian people, decried this monstrous event. He called it an extraordinary event, a monstrous event. General Dyer was relieved of his command on grounds of mistaking his duty, but he was never prosecuted for the murders.  The British government has yet to formally apologize for the incident.   Some historians, such as Alfred Draper, believe that the Amritsar Massacre was key in bringing down the British Raj in India.  Most believe that Indian independence was inevitable by that point, but that the callous brutality of the massacre made the struggle that much more bitter. Sources Collett, Nigel.   The Butcher of Amritsar: General Reginald Dyer, London: Continuum, 2006. Lloyd, Nick. The Amritsar Massacre: The Untold Story of One Fateful Day, London: I.B. Tauris, 2011. Sayer, Derek. British Reaction to the Amritsar Massacre 1919-1920, Past Present, No. 131 (May 1991), pp. 130-164.

A Research Project for the Hotel Industry Essay

A Research Project for the Hotel Industry - Essay Example For example, the book included the research undertaken by Pegg and Suh, which examined the activities involved in service recovery, planning, responsibilities, outcomes and evaluation. (p. 31-34) What Prideaux, Moscardo and Laws provided for this study was a general framework that contextualized the subject within the hotel industry. There was a clear link between service, recovery and the hospitality business. In line with this resource is another important work, which is that by Young and Burgess (2010). Their research investigated and described service recovery as a form of marketing technology. It provided several empirical evidences that demonstrate how service recovery can address service aberrations. Furthermore, the researchers were also able to describe the relationship between service recovery and positive customer attitude. An understanding of the theoretical paradigm behind the importance of service recovery is critical in making sense of its relations to customer satisfa ction or profitability for hotels. In this respect, Bitner, Booms and Mohr (1994) designed a model based on the interaction between an organization and its customers. The investigated almost 800 critical service encounters as reported by employees in several hospitality enterprises such as hotels, restaurants and airline companies. The research revealed how service-related variables such as service recovery collectively dominate the factors that create a high quality interaction, which eventually leads to customer satisfaction. This theme was also the subject of study by Bolton as she investigated how organizations have embraced relationship marketing. This research found that organizations need to address the issues in different stages of their relationship with their customers and that once the customer experiences are not satisfactory; the relationship is likely to be very short. A fundamental element in Bolton’s finding is that the incidence and quality of service encount ers are critical indicators of whether an organization’s relationship with the customers will flourish. Literature specific to actual experiences on service recovery include Zeithaml, Berry and Parasuraman’s work on service delivery. This study identified the factors that affect the magnitude and directions of what they called as the â€Å"four gaps† on the marketer’s side of their service quality model. (p. 35) In the investigation, the role of service recovery was highlighted. It was found that this component is one of the service-related factors crucial in correcting service-related failures connected with: 1) the difference between consumer expectations and management perceptions; 2) difference between management perceptions of consumer expectations and service quality specifications; and, 4) difference between service quality specifications and the service quality delivered. (p. 35-36) For instance, consumers develop a set of perspectives and expecta tions based on word of mouth communications, personal needs and past experiences. They collectively underscore the importance of service recovery, especially in instances when service quality or service initiatives fail. Humphrey (2010) cited some actual examples to service recovery at work, which offered invaluable insights for this study. For instance, there is the case study of the Ritz-Carlton’

Should vaccination for HPV be mandated for teenage girls Essay

Should vaccination for HPV be mandated for teenage girls - Essay Example Opponents of this mandate argue that mandating the HPV vaccine would increase sexual activity among teenagers and jeopardize abstinence education (Rettner, 2011). As such, there is need for educating the public about the dynamics of the HPV vaccine. The debate manifests a collision between two fundamental topics in American healthcare mandatory vaccination and teenage sexuality (Donahou, 2013). The question on the morality of a vaccine for a sexually transmitted infection and the question of parental rights in regards to mandatory vaccination dominate the debate (Donahou, 2013). However, by analyzing the prevalence and incidence of cervical cancer in the U.S and the ability of the HPV vaccine to address this health problem, I would agree that the vaccine is necessary. Moreover, medical organizations, the federal government, and medical professionals guarantee the safety and effectiveness of the HPV vaccine. The HPV vaccine will enable significant numbers of young women to play a major role in curbing cervical cancer that claims too many lives in America. The American Academy of Pediatrics and the Centers for Disease Control and Prevention (CDC) approximate that about 20 million people in the United States are suffering from HPV while about 6.2 million people get the HPV infection every year through sexual transmission (National Conference of State Legislatures, 2014). The two organizations estimate that about 4,000 women die from cervical cancer caused by a HPV infection every year (Rettner, 2011). Since there is no cure for HPV, it is very wise to seek prevention measures for this epidemic by encouraging teenage girls to take a HPV vaccine (National Conference of State Legislatures, 2014). The target audience for this vaccine is clearly prone to the HPV infection since it affects at least half of sexually active people in their lifetime (National Conference of State Legislatures, 2014). With the existence of more than 30

Service Delivery Model Essay Example | Topics and Well Written Essays - 500 words

Service Delivery Model - Essay Example rces of managing the facilities and services demanded, allocation and appointment of brilliant and experienced staff members at various positions, total cost, quick and comprehensive conducting and displaying of facilities and showing neatness, appropriateness and decorum in every activity and service being offered. Quick and immediate response to the suddenly appeared problem as well as to combat with the uneven situation also include in the broad concept of service delivery. Since the present study has been focused on the services being offered by Baderman Island Resort to the wide range of its clients for event conducting, the following things are required from the event management organization: Conclusion: To conclude it becomes evident that service delivery model presents a comprehensive picture of the exercising of services rendered by the resort for its guests. The Baderman Island Resort has to make hard and sincere efforts for providing its 800 guests with a comfortable, luxurious and lavish atmosphere during their stay at the resort. The most important matter before the management is allocation of right person against the right place in order to meet with any challenge during the course of time. Five day really mean a lot for exercising of services to such a wide range of people, which may create many types of problems for the management in one way or the other. Maintenance of patience and dedication to the duties and obligations may be highly supportive in respect of making the event a remarkable success and a feather in the cap of the

Education is Important Because It Develops the Individual Essay

Education is Important Because It Develops the Individual - Essay Example The syllabus itself where learning to read, write, count, draw, take physical exercise, hear music, play games etc., serves to develop the mental and physical abilities. Once basic literacy and numeracy are achieved, many doors are opened for independent thought and action. The imagination expands, the world of books is available and with it, all areas of knowledge. Communication skills also grow, and with these comes the ability to relate to others and the world at large. Of great importance too, are the relationships formed with others in and outside of school. The other children, teacher, janitor, head teacher, classroom aide and so on, a great number of individuals outside of the family are now a part of the child's experience and serve to widen it.Such a world reflects society at large and the learning within is applied outside. The need to be polite to others, to respect those who help, serve or share knowledge, to learn to share, to participate and contribute, all these are vital elements within a good educational structure. Social skills developing thus are taking the child towards becoming an adult who can learn and who can contribute positively to society. Already we can see the value of education, both to the individual and the world. 'Social, emotional and beh... Recent research on social, emotional and behavioral skills suggests that by encouraging the attainment of these, 'Social, emotional and behavioral skills underlie almost every aspect of school, home and community life, including effective learning and getting on with other people' (Developing Children's Social, Emotional and Behavioral Skills: Guidance) The suggestion is that integrating such skills contributes to the individual's 'whole person' development, and their attainment is part of true education, which enables the person to reach their full potential. For example, the skills involved in self-motivation include the practice of sustained effort and learning, belief that a goal is attainable, the ability to deal with setbacks and to be proud of achievement. By using self-awareness too, a child or adult in fact, recognizes how thoughts, feelings and behaviors all interact and affect each other and devises ways to deal with this. Consider a child who discovers a talent or love for music, dance, art or books, or whatever. The good feelings this discovery bring about, encourage them to work at that talent and achieve goals, their potential in this area. Being 'good' at something then spills over into other aspects of life and learning, the confidence gained helps them towards a positivity which can only benefit 3. society. The ethic of working towards a goal, understanding how to deal with what goes wrong and still trying, makes for a rounded, fulfilled adult. Thus a structured education, in which formal knowledge-based education is underpinned by what is often described as 'emotional intelligence' is of vital importance to the individual and the wider society in

Assessment and Evaluation in the Work Place Essay

Assessment and Evaluation in the Work Place - Essay Example It is in the light of this that recruiters in such organizations must be conscious of the need for these diversity of skills and abilities and the most effective means of developing and utilizing them in the achievement of the aims and objectives of institutions such as the open and distance learning system (David). The present object of the study is to critically analyse and reflect upon your learning styles, skills, strengths & weaknesses, plan how you can develop them and learn from the experience. The study aims is to enable learning from the whole experience of work including a focus on learning generic skills and knowledge from the workplace. These include: understanding organisational structures, induction programmes, personal development and lifelong learning through reflection and critical analysis. The stakeholders of workplace include consumers, workers, managers, supervisors, and union officials, etc. who each bring their own perspectives and expectations. There are different types of workplace regarding various corners of life and various corners of working. The Coordinator position must be supported by the grant and/or match funds from the business and/or labor union. There are work places where students work for their academicals, workplace for workers who work for their profession. Our present concern is the workplace regarding students. 3. Difference of Assessment philosophy in the World Assessment methodology is differed in various regions in various respects in the world. Teachers often differ in the way they like to collect data. Some prefer to have a single checklist, naming all the students in the class (or in one work group) across the top and listing the criteria to be assessed down the side. The students' columns are then marked if a criterion is met. In this case some information would have to be transferred later to a student's individual record. Other teachers prefer to have one assessment sheet per student, which is forms part of the student's record. That sheet would list the factors for assessment down the side, but along the top might be a series of dates indicating when assessment took place. Such an individual file would illustrate development over the year. In this case, information might have to be transferred from the record to the official class mark book, as required. 4. Assessment in the Work Place Much research in education around the world is currently focusing on assessment and evaluation. It has become clear, as more and more research findings accumulate, that a broader range of attributes need to be assessed and evaluated than has been considered in the past. A wide variety of ways of doing this are suggested. Assessment and evaluation are best addressed from the viewpoint of selecting what appears most valid in allowing students to illustrate what they have learned. Time management in the workplace is great resource for employees to help manage their daily activities. This article

Education is Important Because It Develops the Individual Essay

Education is Important Because It Develops the Individual - Essay Example The syllabus itself where learning to read, write, count, draw, take physical exercise, hear music, play games etc., serves to develop the mental and physical abilities. Once basic literacy and numeracy are achieved, many doors are opened for independent thought and action. The imagination expands, the world of books is available and with it, all areas of knowledge. Communication skills also grow, and with these comes the ability to relate to others and the world at large. Of great importance too, are the relationships formed with others in and outside of school. The other children, teacher, janitor, head teacher, classroom aide and so on, a great number of individuals outside of the family are now a part of the child's experience and serve to widen it.Such a world reflects society at large and the learning within is applied outside. The need to be polite to others, to respect those who help, serve or share knowledge, to learn to share, to participate and contribute, all these are vital elements within a good educational structure. Social skills developing thus are taking the child towards becoming an adult who can learn and who can contribute positively to society. Already we can see the value of education, both to the individual and the world. 'Social, emotional and beh... Recent research on social, emotional and behavioral skills suggests that by encouraging the attainment of these, 'Social, emotional and behavioral skills underlie almost every aspect of school, home and community life, including effective learning and getting on with other people' (Developing Children's Social, Emotional and Behavioral Skills: Guidance) The suggestion is that integrating such skills contributes to the individual's 'whole person' development, and their attainment is part of true education, which enables the person to reach their full potential. For example, the skills involved in self-motivation include the practice of sustained effort and learning, belief that a goal is attainable, the ability to deal with setbacks and to be proud of achievement. By using self-awareness too, a child or adult in fact, recognizes how thoughts, feelings and behaviors all interact and affect each other and devises ways to deal with this. Consider a child who discovers a talent or love for music, dance, art or books, or whatever. The good feelings this discovery bring about, encourage them to work at that talent and achieve goals, their potential in this area. Being 'good' at something then spills over into other aspects of life and learning, the confidence gained helps them towards a positivity which can only benefit 3. society. The ethic of working towards a goal, understanding how to deal with what goes wrong and still trying, makes for a rounded, fulfilled adult. Thus a structured education, in which formal knowledge-based education is underpinned by what is often described as 'emotional intelligence' is of vital importance to the individual and the wider society in

Health History assessment interview Essay Example | Topics and Well Written Essays - 1000 words

Health History assessment interview - Essay Example The next step in the medical assessment is to go through initial physical exams such as electrocardiogram, thyroid function test, blood glucose, blood lipids profile, liver function tests, electrolytes, creatinine, urea and full blood count. The patient, KB is a 67 year old male, who is married with two kids. He lives in his retirement apartment. He is originally a Nigerian but has been residing in the United States for the last thirty years. Both his kids are married and both KB and his wife are retired. After the enactment of the Affordable Care Act, the healthcare provision for senior citizens became a lot easier. Since KB is a resident of the United States and has been residing for more than thirty years, he is eligible to all the benefits provided by the Act. While previously, citizens like KB would put off their doctor appointments and treatments since they could not afford it, but now things have become quite different, and the American hospitals receive patients like KB and tend to them easily. Moreover, the presence of Medicare also ensures the health insurance for patients like KB who are elderly and have been facing very few health insurance options in the past. KB follows a cultural background of the Yoruba origination. Yoruba culture is one of the three major ethnic groups in Nigeria. In Yoruba medical care, their origins include getting rid of symptoms, then identifying and working at the removal of the cause of illness, and then lastly maintenance of the body to restore the holistic balance. Normal tradition of Yoruba medical care believes in general traditional medicine. These medical care traditions cover simple ailments such as psychiatry, dermatology, chest-care, midwifery, pediatric, orthopedics, circumcision and internal medicine. More complex diseases were treated by mystic medicine, while the third type of medicine, i.e. the esoteric medication is more abstract which makes use of incantation, magic, herbs, amulets

Online dating Essay Example for Free

Online dating Essay Online dating which allows individuals, couples and groups to make contact and communicate with each other over the Internet, usually with the objective of developing a personal romantic or sexual relationship. Around 30% of Americas 80 million baby boomers are single. Since 2003, several free dating sites, operating on ad based-revenue rather than monthly subscriptions, have appeared and become increasingly popular. These advertisements are nothing but merely deception. The way it works is impractical and unrealistic. Id say it is one of the most passive ways that some lonely person sitting on his couch all day can find the fantasy woman of his dreams. Advertisers use different methods to attract consumers in an effort to entice them to buy their products. E-Harmony, an online dating service, uses a form of deception to attract the consumer in an attempt to lure the person into signing up for their dating service. Their practice is not entirely deceptive, but is for the most part. The ad portrays two people, blissfully in love. With brightly lit smiles while gazing lovingly into each others eyes, each person explains how he or she found their own true love by using this service. The e-Harmony success story continues as they explain how the person they are madly in love with is simply perfect for them in every way. Love and romance practically jumps out from the ad. The ad is somewhat deceptive because it makes it look like all a lonely person who is looking for a meaningful relationship has to do is go to e-Harmony, and he or she will instantly find true love. Yes, it is possible to find someone using this service but it is not realistic. People who use the service go through a longer process, meeting different potential partners, getting to know them and more than likely moving on to the next prospect. The ad makes it look too easy to find someone to be involved with in a serious relationship. By placing the entire focus on the ultimate goal, and exaggerating the potential end result (two people madly in love) plays on the viewers emotions. Someone who is in this situation may be vulnerable, so being subjected to the image of lovers ultimate bliss, may cause him or her not to think rationally. That picture of two exceedingly happy lovers is what that viewer may yearn for to the point of believing what the ad sells, an expectation that is more than likely too high.

The issues of change for GSK

The issues of change for GSK GlaxoSmithKline is the earth major produce of pharmaceutical company. GlaxoSmithKline is among the globe pinnacle five companies of pharmaceutical and apex twenty FT international five hundreds companies in the earth. The company trendy his career in one hundred sixteen countries and it overcomes one hundred sixteen countries market place. Beecham opens the worlds first manufacturing make frivolously for manufacture medicines. Since at the time the crowd has transitory from side to side among stage, but the position where road brushwood off another term come during the join into whole of company. There was a most important impact on the relating to the art, and their planning of the company according to this combines into a whole. The company promotes his single society. They progress their approach of course. (Beecham, 2000) The role of this change condition that has been select by artistic transform and placement union join of the RD department of the GlaxoSmithKline in 2000.The topic of change management of GlaxoSmithKline is reflect sincerely about the training of the company how to change and also build a group in arrange to makeup the gap between personal practice. According to the procedure of an institute the information is modify, and how the institute find, and form its numbers are the gladdest environment for the time that is still to come. in2001. The significance of behavior and the talent to change earnings, a extra prepositional concept that indicate in the floor column, because importance skill are after a shoot that is in use from relaxed of what is an society circumstances. The significance of change management in todays business surroundings is large. CHANGE SITUATION: The company was at danger not including change management from the extremely chase of pharmaceutical business. Thus with many government grant expiry due soon and the establish of original a smooth slowly roundabout column was a copy. The change management depends on the achievement of the use of existing part such as cells in commerce. The CEO of the company try to bring together the is an plan of life form large and small by separating the RD section into seven place of wonderful for medicine become alert of the position . The change can be separated as mean to do impressive change in life and give a complete report of something in words on the table. Inside change character of change Transformational change Adjust to a purpose Intend to do something changing in nature Version compulsory Transformational GLAXOSMITHKLINE STRATEGIC CHANGE SUTUATION In a way that correspond to separation of the RD, the change situation to the post-integration stage the company can also see as changing in environment is satisfied by the five vital type of transform of change that is given by CEO. The culture change is prevalent the department and, change acting grate roles of special group. In enriching change the management character was create a situation quite than just respond to it. The outside situation in which the company drives of the time of m union can also explain by the PESTEL study. (Emerald, 2004) (Handy, 1994) PESTEL examination: Expedient This is a element of a put to take out a study into a subject into the same example of one object with strength of global traffic by planet traffic group in China. In the 2005 the end of China public and some of the outstanding incomplete number of the low being extend amongst a great locale on poles parts into which something is separated. The course has conveniences of globalization for moral medicine manufacturer like GlaxoSmithKline. (Treasury, 2005) Inexpensive In 2004 the company has expected in universal pharmaceutical market raise  £275 billion, six percent of yearly sales over the subsequent five years in 2005. The significance of fitness of the company is an the control to involve someones achievement on the degree of things is not set by rules of selling and how is so much pay out money to buy on the detail of being essential purchase. This increase has assisted by small of detail that public who want to job cannot get them rise and go down the consciousness charge for much of the stage. The mention table that has been ready with the assist of information which in utilize from ONS. (Treasury, 2005) Year PDI Consumer expenditure Savings ratio Interest 2004 752 607 6% 4% 2002 703 649 5.3% 4% 2001 717 720 6.9% 4.9% 2003 721 664 5.5% 3.7% 2006 801 742 6.9% 4.5% In the table shows that the present sequence happening in the early on 1999; pointed in 2001 of UK industry and then saying its buck position in 2003. It can also be seeing from the phase chart that provide below the long term management financial policy. This is significance reports for the complete production UK as these cycles have less get in touch with on them at the present then facing. (Treasury, 2005) The fitness of nation is a consequence control on the large effects and how a large amount is used up on essential purchase. The trend in private throwaway returns has seen sturdy get higher of 14% in the time of 2002-2005. This expansion has been assist by short increase and attention charges so many cataracts behind of the stage. (Herald, 2005) Community: Nationalized Healthiness company has projected that healthcare pay out development will hang back exactly even plow up 2014, 7% increasing speed at all time. The progress of the chart in the healthcare can as well spend can for accurate drug company like to GlaxoSmithKline corporation. The people age 65 and have more than consisting of three thing of element. The UK study age have guess that by 2030, in one each 5 UK in style which age as 65 or more. (Herald, 2005) Technical: It is a subject that is operating in the built-up of copied sheet that are used in medical document. Important drive operating expenses are powerful the sentence of cover gear. Complex business crossways the ground has been muscle to move up the arraign of the company. (Treasury, 2005) Environmental: There has been a budding distress on the problem of mammal tough for the research-based pharmaceuticals. The company is utilizing nature to test new molecules and their feedback before set up them into investigational trial for human. The heaviness from the mammal correct activist has improved in the last combine of months on the companionship. (Herald, 2005) THE PROCESS OF CHANGE: The company is use European establishment for excellence Management reproduction to find out its concert in 2003. The progression has been use by the company to remoteness connecting their performances in some of change management. The change procedure has a cause on guidance, citizens, capital and development, which will also, depends on the outcome of customers and. management approach second-hand in each CEDD and the whole guidance manner during this change has been below weight so the management style should be wanted to be tainted from oppressive and independent job and people a situation impressive else. I have also brought or come to an end from the compress article about the change that scientists supposed that the subdivision was have authority in background. But as the division was separated into a instantly column makeup with dissimilar collection speak each extra the consequential background was a fraction that is alienated from the complete of vocation to be done civiliz ation. Scientists operational at the RD growth have report that these combination were limit army in they occupation as had financial statement standard during the pre-merger, period. Following the public report their enthusiasm level is very reduced for the change into cede in 2003. (Simmons,2003) THE PROCESS OF CULTURAL CHANGE: The progression of cultural changes of GlaxoSmithKline RD branch has emergency strategy. But what precisely does management occupation on to change a departments civilization. The potential give community meaning that it is tremendously immense in amount in a union; the easier said than done part is deciding which become involved in a situation in order to control are liable to have the most crash. The company has adopted a four step move towards the beginning of this change. This modification procedure has been a touch adapted from the power field study is proposed by to fit the change situation of this company. (Atkinson, 2005) THE DEMANDS FOR CHANGE: The demand of change is necessary for the change program. In categorize to take the idea of cultural change at the company a sense of importance was shaped to divide the RD subdivision into 7 organizations. Without RD department, the initiative gives the impression of being to go down below the liquid and other decided the order of importance of a number of tasks take the state of something before others in order and companies behavior does not change. The organizations have faced major problem in their operating environment, such a new participate enter in to the market. For example, in utilities, air and banking journey has been a main driver of change in many organizations global. The problems create a sense of urgency a investor picture a demanding part was complete by the group. The group defined the middle and which are not very important behavior stakeholders for this change and group them together to create a new development for every group. In case of successfully the change of the company helped by group. Some stakeholders for the modify can be tired on the following table: GlaxoSmithKline: Distributors Regulators Pressure groups Scientistà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Core Stockholders Shareholdersà ¢Ã¢â€š ¬Ã‚ ¦Core Stockholders Doctors Patients GlaxoSmithKline RD CHANGE MAJORS STOCKHOLDERS. The table shows that scientists and shareholders to be the central important part of something stakeholders in this change. (Atkinson, 2004,2005) CONSTRAINTS: The change from character of something of the RD department from a one unit towards seven smaller, independent power of the organization. In order to keep the group focused on the task, the balance between several different influences group, task and individual needs should be provide that is use for the first time in to bring something. Thy can also do it by having a relating Leadership style within each organization. Therefore the leadership style is a best set of clothes made of the fabric to succeed in dealing with a problem this constraint is able to bend easily without breaking. (Handy, 1993) EVALUATION: The content, context and process of the change management in the RD sector of the group during the post addition period of its combination can be evaluated by analyze the helpfulness, good organization and Economy of this change. The presentation of the RD section can be gauge by a relative examination of the company operation good organization. The statement of the then appointed CEO announced the basic role of the sharing out of RD section into Cedes was to increase the rate at which goods are produced of the subdivision as the organization had an empty a large pipe which is used for carrying oil at the time of merger. According to Data monitor the RD at the company is a statement of what is expected to happen in the future to make less than 5% of the total returns in 2007, weight the reduced economy of the change under contemplation. The organization spends  £ 2.1 billion in the change in the RD subdivision in years 2004. The companys spending on RD department increased by 3.8% in 2004. (Pettigrew, 1985) CONCLUSION: The process chose an option by GlaxoSmithKline under the light of outside market changes during a place where someone is on duty of two organizations into one combination of the organization can be seen as a good perform in the change management. The organization canister similarly is understood as one of the greatest preparation to be secondhand for benchmarking in the business because the cultural is a particular appearance were a pattern of sports on it and describe something with during the change. The discussion make something available for someone to use with the help of closely connected theories the change management at the company of division of RD department into give up power can be used as benchmark. The organization can also be seen as one of the fines perform for others in and be successful in dealing with a problem the industry. (Robert AJanes, 2000)

Ernest Hemingway Essay -- essays research papers

Ernest Miller Hemingway was born in Oak Park, Illinois July 21, 1899. Hemingway is known to be one of the most influential writers of the twentieth century. He has written more than one hundred short fiction stories, many of them to be well known around the world. Some of these short stories had just as powerful an impact as his novels. As a young man, Hemingway left from his hometown to Europe, where he worked for the Red Cross during World War I. His time spent there inspired him to write some of his most famous novels. Most of which spoke of the horrors of the war (Benson xi). Hemingway's short stories, "Soldier's Home" and "Another Country" are used to show the damaging psychological and physical effects of World War I.Hemingway knew first hand the horrors of war. In May of 1918, Hemingway became an honorary second lieutenant in the Red Cross, but could not join the army because he had a defective left eye. Hemingway first went to Paris, and soon after receiving new orders he traveled to Milan, Italy. The day he arrived, an ammunition factory exploded and he had to carry mutilated bodies and body parts to a makeshift morgue. This was definitely a most terrifying moment for the young Hemingway. After being seriously injured weeks later, Hemingway found himself recovering at a hospital in Milan. After his stay at the American Hospital in Milan, Hemingway was relieved of duty (Mitran 1). Having no other purpose in Europe, he returned unhappily to Oak Park, Illinois. The impression left on Hemingway by his stay in Italy had changed him profoundly. He never really returned to America as an America(Meyer 115). When Hemingway returned home from Italy in January of 1919 he found Oak Park dull compared to the adventures of war, the beauty of foreign lands, and the romance of an older woman. He was only nineteen but the war had matured him beyond his years. He was now living with his parents who didn't really appreciate what he had been through. His parents where concerned about his future and wanted him to get a job, and further his education. Hemingway could not find anything he would be interested in. Hemingway often exaggerated his war stories to satisfy his audience. This frustrating period of his life was used to create the short story called, "Soldier's Home" (Meyer 115).Hemingway's story "Soldier's Home" con... .... Hemingway's short stories, "Soldier's Home" and "Another Country" are used to show the damaging psychological and physical effects of World War I. Hemingway is able to explain these affects of war to his readers most effectively. This is because of his firsthand experience in his involvement in World War I. He had been exposed to the horrors of war himself. In the story "Soldier's Home" a man who represents Hemingway comes home from World War I much to late. No one appreciated what he had done for his country and was forever psychologically damaged. He came home as a totally different person and now couldn't lead a normal life. He didn't have the will to work or obtain an education. The American soldier's in "Another Country" where forever damaged by the war. Each of these men couldn't even leave Europe because of their injuries. These men can never return home and pick up from where they left off. Their injuries will hold them all back from doing the things they love most. One mans injuries held him back from being with his sick wife back at home. These two short stories are perfect examples of how war can change a man's life forever.

Coming-of-Age Stories with Morals: T. Coraghessan Boyles Greasy Lake a

T. Coraghessan Boyle's "Greasy Lake" and John Updike's "A & P" have many similarities as well as differences. Both are coming-of-age stories that teach some sort of lesson to the protagonist at the end. â€Å"A&P† is about a nineteen-year-old boy who stands up against his manager to impress a couple of girls who are dressed â€Å"immodestly†. â€Å"Greasy Lake† is about many nineteen years olds playing a prank on a couple of bad characters who turn out to show the teens what they can really do in return. Luckily, the narrator and Sammy both realize their deficiency after the situations with the other characters. In â€Å"A&P† the narrator’s turning point in his life is when he finds the bikers body in the lake next to him. In â€Å"Greasy Lake† the realization occurs after Sammy quits his job and tries to be the â€Å"hero† to those girls. In both stories, the protagonists’ have no idea what the real world is like, or how it works. The narrator in â€Å"Greasy Lake† does not know what bad means until his own â€Å"badness† is put to the test in the real world. From his experience, Sammy learns that he will...

Chinese Water Scarcity

Abstract In my opinion, China is threatened by the fresh water scarcity problem right now. According to this, I will try to design a best way which is suitable for China to solve this issue by comparing and contrasting different countries’ methods. I have collected some background information from the internet and extracted the main idea into a form. After analyzing it, I have reached a conclusion that reducing the factories which are creating pollutant into the rivers or lakes by establishing a special legal system is the most suitable way for China. This is a convenient and long-lasting project. 1. IntroductionTable 1. 0 Solution to solve water scarcity | |Water supply |Water demand | |Increase water supply |^ |Same | |Decrease water demand |Same |v | |both |^ |v | The purpose of the research is to find the information about water scarcity and to improve the water scarcity problem in China. I choose to increase the water supply as my original solution, and I have develped a creative solution based on the original one.As a result, the thesis of my research is to reduce the polluted water which comes from the factories is a effective way to improve the fresh water scarcity. Aquatic ecosystems cover about 70 percent of the Earth's surface. There are many kinds of animal life in the aquatic systems including microscopic zooplankton and all sizes of marine mammals. (eHow ND) 2. 0 Methodology China is now facing increasingly severe water scarcity problem, especially in the northern part of China. The character of China's water scarcity is the insufficiency of local water resources and the water quality which is decreasing because of the water pollution. Jiang 2009) Due to the increasing population and the developing of many big cities in China, Chinese government must take action as soon as possible to improve the situation although it is a long-term task. In my opinion, the easiest way to improve this problem in a relatively short time is to establish a cer tain policy system so that the factories which create a lot of pollution can be reduced. This method can also save a lot of time and money. All that Chinese government has to do is just check if the local government is following the rules.There are several data sources such as the internet, textbooks of science from last semester, and I will also collect some information and experience from other countries' methods so that I can compare them in different situation to find the most effective way. The data that I have collected has helped me a lot to analyze the problem. This includes other countries’ methods to solve the issue. Then I compare them all to try to figure out which way is the most suitable for the situation in China. To sum up, the information that I got from several ways is really useful for me. 3. Findings Table 2. Three main fresh water issues in China | |Description |Current plans | |Issue #1 |Wastewater pollution |Wastewater improvement project | |Issue #2 | Pollution of fresh water lakes |Ge help from Asian Development Bank | |Issue #3 |Uneven distribution of fresh water |South-to-north water diversion project | Here are three main fresh water issues in China. First is about the wastewater pollution in China.For example, Tianjin is the third largest industrial city in China. However, the whole city’s drainage system and its wastewater treatment are far behind its industrial development. In order to deal with the problem, Tianjin Municipal Government has introduced a waste water improvement project, the World Bank also provide some help for them. Also, Chao Lake is one of the five largest lakes in China which locates in Shanghai, is also damaged because of the rapid development of industry and urban areas. The Shanghai government is also try to get help from the Asian Development Bank. Min ND) Second issue is the uneven distribution of fresh water. South areas in China is facing the threaten of floods, however, there is not enoug h rainfall in north areas. The Chinese government has started a great project called south-to-north water diversion project since 2004. For more information about this project, see This project is still lasting until now. I believe that it will works very well to solve this problem. The third issue is about water pollution. Even in the places where the fresh water is rich, water pollution is also decreasing the fresh water supply.So the environmentalists are trying to reduce the factories which produce a lot of wastewater into the freshwater lakes. This work would be a long-lasting project for the whole country. In my opinion, globalization has both positive and negative impacts for the water scarcity in China. First, Chinese government can get a lot of help from other countries after globalization. As I said, Tianjin and Shanghai have already got financial help from some global banks. We can also absorb other countries’ experiences and methods to improve the water scarcity i ssues. However, there are also several disadvantages.Some international companies would start their municipal companies in other countries. Such small companies are usually factories which would create a lot of pollution into the seas or lakes. This kind of factories harms the environment a lot. Also, globalization may have bad impacts on the developing countries such as China. This is because that we are not strong enough to prevent the risks from happening. 4. 0 Discussion America also has water scarcity problem. For example, the Lake Mead, which supplies water for about 22 million people, will be dry by 2021.Also, the water from Colorado River may soon be compelled to cease pumping water to other places because of its water scarcity. The main reason for this is the global warming is fastening the speed of water evaporation. The American environmentalists suggest that they can dig ponds or underwater receptacles. Fortunately, this low-tech method has already helped the farmers in China. (Snyder, ND) India is also a typical country which has very drastic water scarcity problem. This issue even has a negative impact on the whole country’s food security because the farmers do not have enough water to irrigate the farmland.India is a developing country; however, the water scarcity limits the development of agriculture. The geological environment of India includes desert, plain, and tundra, so the climate changes very fast, this situation only makes the problem worse. So the Indian government starts to use a kind of special irrigation method, drip irrigation, and it is trying to improve the water management system. (Chatterjee ND) According to the findings, I have got a conclusion that the methods to solve fresh water issues depend on different situations in different countries.So, because China is a developing country, the industry and agriculture needs to be improved, reducing the factories which are producing pollutant can not only improve the environme nt, but also provide more space for other companies to develop. As I have mentioned, Chinese government has already made a plan to solve those issues above. In my opinion, in spite of getting help from the big banks, the government can also hire some environmentalists who have a lot of experiences to design a new drainage system for the factories.This can prevent the wastewater from flowing to the lakes or seas from its origin. I think that this research is really helpful to solve the fresh water issue. I have compared and contrast several countries which are really typical for this problem. Then I find the best way that is very suitable for China. If this plan can be adopted, I believe that it will be really effective. As I have mentioned in the introduction part, my original solution to solve the water scarcity problem is to increase water supply. Then I develped a creative solution according to the resesarch I have down on the internet.So I think that to reduce the factories whic h produce a lot of wastewater is a effective way to increase water supply. However, there are also several factors that can influence the findings. For example, the situations are different in different parts of China. Also, the geological environment is different. These are the aspects that I think may interfere with the findings. 5. 0 Conclusions and Recommendations There are some advantages that I think for my solution. First, this solution is the conclusion I have got after compare and contrast several different countries.It is suitable for China’s situation. Second, this method is easy to do, it will not cost a lot of money or need a lot of people to do it. These are the reasons that I think Chinese government would adopt this solution. If the solution can be adopted, the government should make some special policies or laws to restrict the factories to prevent them from creating much pollution. Second, the government should let some people to go to all the industrial cit ies to check if the factories are following the rules.Then they should check the quality of water once a month so the environmentalists can know if the situation is improving. Reference Jiang,Y (2010), Water Scarcity – China, the encyclopedia of Earth , [online] Available at: http://www. eoearth. org/article/Water_scarcity_-_China [Accessed 10 March, 2013] Gast, C (ND), Definition of an aquatic ecosystem, [online] Available at: http://www. ehow. com/about_6307480_definition-aquatic-ecosystem. html [Accessed 10 March, 2013] Min, K (ND), Water Pollution in China, ScienceCentral. com, [online] Available at: http://darwin. bio. ci. edu/~sustain/suscoasts/krismin. html [Accessed 10 March, 2013] Chatterjee, S, (ND), The battle of water – India’s food insecurity compounded by water scarcity, [online] Available at: http://www. trust. org/alertnet/blogs/the-battle-for-water/indias-food-insecurity-compounded-by-water-scarcity [Accessed 10 March, 2013] Snyder, S, (ND), Wat er Scarcity – The U. S. connection, the Water Project, [online] Available at: http://thewaterproject. org/water_scarcity_in_us. asp [Accessed 10 March, 2013] Appendices Picture 3. 0 South-to-north water diversion project in China

Chapter6: Advertising Design

Chapter6: Advertising Design 1. How can the hierarchy of effects model and a means-ends analysis help an advertising creative design better commercials? 6steps of hierarchy of effects: Awareness-Knowledge-Liking-Preference-Conviction-purchase The six steps are sequential, although some experts question if they are really sequential. But, the basic model says they are sequential and that consumers spend some time at each step. For instance, before a consumer can like a brand, they first must be aware of it and develop some knowledge of it. To develop brand loyalty, consumers must go through all six steps.It is similar to attitude formation and the cognitive-affective-conative sequence. Cognitive component of attitude is the awareness and knowledge. Affective component of attitude is the liking, preference, and conviction. Conative component of attitude is the purchase. The second theory that it is important to consider is means-end theory. The basic concept is that a means, the messag e, leads to an end-state, or personal value. The model suggests six elements that are critical to ad design. Product attributes lead to consumer benefits. The leverage point connects that benefit to the personal value.Taglines are used to make an important and memorable point about the product. 2. How can leverage points and taglines increase advertising effectiveness? Leverage points are important. They move consumers from the benefits to the personal values. It links attributes to benefits to personal values. The leverage point should be associated with some component of attitude change. To be effective, ads need powerful leverage points. The leverage point can be a visual, part of a visual, a headline, a tagline or even copy in the ad. Most creatives spend considerable time thinking about and creating a good leverage point.Taglines are key phrases in an advertisement. They are designed to be memorable, unique, and offer a special meaning about the brand. Taglines can provide cons istency across ads and across advertising campaigns. Taglines become identified with a specific brand and transcend any specific ad or ad campaign. Developing good taglines is important because it lives with that brand and is around a long time, such as Nike’s tagline â€Å"Just Do It. † While taglines can be changed, companies have to be careful not to confuse customers and convey conflicting messages about the brand. 3.What roles do visual and verbal images play in advertisements? The last theory of design to be considered is the relationship between the verbal and visual elements of an advertisement. Most ads seek to have a balance between visual and verbal, but usually one will be more dominant than the other. One reason for the change is that visual processing is easier for consumers to recall. Visuals are stored in the brain both as pictures and as words. Concrete images tend to be remembered better than abstract visuals. If consumers can create a mental image or picture, it actually is superior to seeing the visual, in terms of recall.So radio ads that can make listeners use their imagination and picture the product work very well. Visual esperanto is the ability of a visual to transcend cultures and languages conveying the same meaning. It is especially beneficial in international ads where advertisers want to convey the same message to every market in the world. Business-to-business ads in the past emphasized verbal content, but in recent years have moved to more visuals. 4. What are the seven main types of advertising appeals? * Fear * Humor * Sex * Music * Rationality * Emotions * Scarcity 5. How can fear be used to create an effective ad?Fear appeals are common and are used for products ranging from insurance, to home security systems, to deodorant. Fear appeals increase interest and are remembered by individuals. Severity is the level of consequence that will occur and vulnerability is the probability of the event happening. Response efficacy is the likelihood that a change in behavior or actions will result in a desirable positive consequence. Intrinsic reward is the internal satisfaction and extrinsic reward is the value of the event or reward received. Response cost is the cost or sacrifice the person will need to make to obtain the reward.Self-efficacy is the confidence a person has in his/her own ability to engage in the action, or to stop an undesirable behavior. All of these factors influence the effectiveness of an ad using a fear appeal. The behavioral response model explains how fear appeals work. For a product, such as a home security system ad can focus on severity, what happens when a home is broken into, or the vulnerability, which would be the probability of it actually occurring. The ad can show the negative consequence of such an event. An ad can show the intrinsic and extrinsic rewards from installing a security system.Response efficacy can be illustrated by the alarm going off when a burglar tries to enter and the police are called. Peace of mind and security are then shown as the positive consequence. 6. How can humor be used to create an effective ad? Humor is an excellent appeal for getting and keeping someone’s attention. Humor is used in about 30% of television and radio ads. Humor causes individuals to stop what they are doing, watch, laugh at, and then remember the ad. In recall tests, consumers most often remembered humorous ads over ads with other types of appeals. The best results occur when the humor is connected naturally with the product.Advantages: Humor piques consumer interest. Humor increases recall and comprehension of ads. Humor elevates people’s moods, and if people feel good about an ad, they will tend to think positively about the brand being advertised. Problems occur when the humor is offensive or overpowers the message. To prevent the humor from overpowering the message, the humor should focus on the product and not stand alone. Hu mor is rooted in culture and so what is funny in one country is not likely to be funny in another. Good humor that is remembered and that is connected with the brand is difficult to achieve. . Why does sex play such a prominent role in advertising? Sex appeals are often used to break advertising clutter. The use of sex appeals has increased in the United States and in many other countries. The problem is that sex appeals may not carry the impact they used to because children are growing up exposed to sexual themes all around them. As a result, many advertisers are moving to more subtle sexual clues and a softer sexual approach. 8. How can music, rationality, and scarcity be used to increase advertising effectiveness? Music is an important part of advertising.It connects with emotions and generates memories. It has intrusive value and gets attention. Music increases the retention of visual information. It produces higher recall scores and can increase persuasiveness. Music tends to b e stored in long-term memory and consumers often tie a particular music or song with a particular brand of product. Music appeals offer a number of advantages. Consumers have an affinity with existing songs so when an existing song is used, consumers have already heard it and most have developed emotions with it. Brand awareness, brand equity, and brand loyalty become easier with music appeals.One reason mcgarrybowen sent a creative brief to musicians and asked them to write a song is that to purchase the rights to current popular songs can be extremely expensive. Musicians have become more open to writing and performing songs for ads. It is a way to be heard. Songs are often posted on YouTube and other sites. Occasionally, the full song version of a tune written for an ad will become popular and move to radio stations and other popular outlets for music. Rational appeals are based on the hierarchy of effects model and the sequence of steps outlined in the model. It implies active p rocessing of information.Rational appeals work best for print ads where longer copy can be inserted and online where there is very little limit to what copy can be inserted. Rational appeals are common in business-to-business ads, again in print media, especially trade publications. When members of the buying center are searching for information, ads using rationale appeals can be effective. Rationale appeals work well for complex and high involvement products. If a person processes the information in a rationale ad, it is excellent at changing attitudes. Scarcity appeals recommend consumers to make a purchase now because of some type of limitation.Often that limitation is limited supply so the product must be purchased before they are all gone. It can be based on limited time. You only have 5 days or one week, or just one hour. Scarcity appeals are often tied to other promotions such as contests, sweepstakes, and coupons. The concept is to encourage customers to take action, now, a nd not wait, or it will be too late. 9. What are the primary areas of concern in international advertising? Chapter7: 1. How are the three main types of message strategies used to increase advertising effectiveness? Cognitive message strategy: presents rational arguments or pieces of information to consumers. ) Generic cognitive message strategy promotes a product’s attributes or benefits in a straight forward manner without any claims of superiority. This ad for Koestler Granite and Marble uses a generic strategy. Generic message strategies can stimulate brand awareness. It can also strive to make the brand synonymous with the brand category. b) Preemptive cognitive message strategy makes a claim of superiority based on a product’s specific attribute or benefit with the intent of preventing the competition from making the same claim. This advertisement for Waterfront Grill uses a preemptive message strategy.An effective preemptive message strategy can occur when a com pany is the first to state an advantage or benefit. c) Unique selling proposition message strategy focuses on a testable claim of uniqueness or superiority. d) Comparative cognitive message strategy focuses on a direct or indirect comparison to a competing brand. The brand can be real, mentioned, or fictitious. The advantage of comparative ads is that they tend to capture attention. Brand awareness and message awareness tend to be higher. The negative is that they can be less believable and can create a negative attitude.This is most likely to occur when a negative comparison approach is used in the ad, downgrading the competing brand. If the consumer does not believe the ad, then spontaneous trait transference can occur, which is placing the negative trait on the advertised brand instead of the competitor. It is important to choose competitors wisely in making comparisons. Advertisements that invoke feelings or emotions are affective message strategies. These messages attempt to en hance the likeability of a product, recall of the message, and comprehension of the message. ) Resonance advertising connects a product with a consumer’s experiences from the past in order to develop a bond with the brand. Often, advertisers will use music from that generation to create that emotional bond. b) Emotional messages attempt to elicit emotions that will lead to product recall and choice. Many different emotions can be connected with a product. Emotional messages are used in both consumer and business-to-business advertising. Affective message strategies help develop brand equity through creating an emotional bond with the brand.Conative message strategies are designed to lead directly to some type of action or response. a) Action-inducing conative ads encourage consumers (or businesses) to act in some way, to do something. It can be to make an inquiry or access a Web site for more information. b) Promotional support conative messages are tied with some type of pro motion. It may be a coupon, a contest, or a sweepstake. 2. How do the main types of executional frameworks help to deliver quality advertising messages? 3. What types of sources or spokespersons can be used in advertisements or commercials? Advertisers have four choices –Celebrities: The most common type of spokesperson is the celebrity. They are featured in about 6% of all ads. A celebrity can enhance brand equity and create emotional bonds with the brand. Celebrities are more effective with younger consumers than with older individuals. Athletes are a popular category of spokespersons. Celebrity spokespersons can be used to establish a brand’s personality. Categories of celebrity: Unpaid celebrity endorsements will sometimes occur with a charity or cause. When celebrities endorse a cause and are not being paid for the endorsement, they carry a high level of credibility.Celebrity voice-overs are used because of the quality of their voice. Sometimes it is because the v oice can be recognized and will influence consumers. At other times the voice-over is a distraction because consumers pay too much attention to the voice and don’t hear the brand message. The last category, dead celebrities is somewhat controversial. It is becoming more common because they can’t bring negative publicity to themselves or the brand. CEO: CEOs can be used as spokespersons. They work well if they are highly visible and personable. They can be a major asset to a company.They work especially well for local companies where consumers in that area know them personally, or at least have met them. Expert spokespersons: should be experts in their fields. They then serve as an authoritative figure and can provide expert opinions. Typical persons: It can be either paid actors who portray a typical person, or it can be everyday, ordinary people. 4. What process is used to create advertisements? While a creative may not draw a means-end chain out as was illustrated in this text, the creative will consider the product’s attribute, benefits, and the values it can fulfill.Decisions then must be made about the leverage point, the appeal, the message strategy and the execution. Finally, if a spokesperson is going to be used, the agency and client will need to decide who it will be. Visual consistency across ads and across campaigns allows consumers to quickly identify an advertisement and a brand. Campaign duration is always an issue. From a cost perspective, clients want a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for new campaigns is difficult to determine. Taglines repeated in ads helps tie campaigns together and identify a brand.It is important to use consistent positioning to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. Don’t overwhelm consumers with too much information or too many benefits. Lastly, create ads that flow and are visually appealing. 5. What are the principles of advertising effectiveness? Producing effective ads requires the joint efforts of the client and agency personnel. This slide lists some important principles to follow. Visual consistency across ads and across campaigns allows consumers to quickly identify an advertisement and a brand. Campaign duration is always an issue.From a cost perspective, clients want a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for new campaigns is difficult to determine. Taglines repeated in ads helps tie campaigns together and identify a brand. It is important to use consistent positioning to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. Don’t overwhelm consumers with too much information or too many benefits. Lastly, create ads that flow and are visually appealing. 6. How are advertising programs adjusted to fit international circumstances?Chapter 8: Traditional Media Channels 1. What is a media strategy? Media strategy involves analyzing and choosing media for an advertising and promotions campaign. Choosing the best media to speak to potential customers is a challenge. It involves matching a target audience to the media audience of specific programs. 2. What elements and individuals are involved in media planning? Media planning begins with a careful analysis of the target market. It involves understanding the process they use in making purchases, the consumer behavior events that guide those choices.It involves studying the media choices the target market makes and understanding their listening and viewing habits. To match the media to the target market requires understanding the target market. Components of media plan: marketing analysis provides a comprehensive review of the marketing program and where advertising fits into the plan. An advertising analysis states the primary advertising strategy and budget to be used, a s well as the advertising objectives. The media strategy spells out the media to be used and the creative considerations. The media schedule notes when ads will appear in individual media vehicles.The media planning concludes with a justification and summary of the media plan. Individual involved: Media planners work closely with the creative staff, the account executive, account planners, and media buyers. Media buyers actually purchase the space and negotiate rates for ads. Placement is important and is part of the media buyer’s responsibility to ensure a good location for ads. Research has shown there is little connection between the size of the agency and the price negotiated. Being a large agency does not guarantee lower prices. A spot ad is a one-time placement of an advertisement.The rates are negotiated individually with television stations and as a result prices vary considerably. The effectiveness of media buyers is determined by the quality of the media choice, the creativity of the media buyer in negotiating and placing ads, financial stewardship of the buyer, the agency’s culture and track record in buying media, and in the relationships the media buyer develops with the media reps. 3. How do the terms used to describe advertising help the marketing team design effective campaigns? * Reach: Number in target audience exposed, typically 4-week period * Frequency: Average number of exposures Opportunities to see (OTS): Cumulative exposures, Placements x frequency * Gross rating points (GRPs): Measures impact of intensity of media plan, Vehicle rating x OTS (number of insertions) * Costs: Cost per thousand (CPM), CPM allows for cost comparisons * Ratings and Cost per Rating Point (CPRP): Ratings measure percent of target market exposed by medium, CPRP allows for comparison across media, Cost of media buy / vehicle’s rating, Weighted CPM * Continuity: Continuous campaign, Pulsating campaign, Flighting (or discontinuous) campaign * Impressions: Gross impressions – total audience exposed to ad 4.What are some of the primary advertising objectives? The three-exposure hypothesis was introduced by Herbert Krugman. The hypothesis states that it takes at least 3 exposures to an ad for it to have an effect. It also is based on the idea that advertising has intrusion value, which is viewers will pay attention to an ad even if they don’t want to. Most advertisers feel three exposures are not enough and that advertising today does not always display intrusion value.Consumers have selective attention and focus. They pay attention to only certain ads. According to recency theory, one ad exposure may be enough if the person has an interest in that product or for some other reason pays attention to the ad and suggests advertising needs to be continuous since most of the time ads are ignored and increasing exposure through adding reach is more important than adding frequency.Effective reach is the percent of th e audience that must be exposed to an advertisement to achieve a specific objective. Effective frequency is the number of times and audience must be exposed to an advertisement to achieve a specific objective. If there are too few ads or reach is too low, then the campaign is not effective. If the ads are seen too many times then resources are being wasted. The size and placement of ads impact exposure and impact effective reach and effective frequency.Advertisers today have computer models that will help them optimize media schedules. 5. What are the advantages and disadvantages associated with each of the traditional advertising media? TV: Advantages: High reach, High frequency potential, Low cost per contact, Quality creative opportunities, High intrusion value, Segmentation possibilities through cable outlets Disadvantages: Greater clutter, Channel surfing during commercials, Short mount of copy, High cost per ad, Low recall due to clutter Radio: Advantages: Lower cost per spot than television, Low production cost, Music can match station’s programming, High segmentation potential, Flexibility in making new ads, Able to modify ads to fit local conditions, Intimacy (with DJs and radio personalities), Creative opportunities with music and other sounds, Mobile: people carry radios everywhere Disadvantages: Short exposure time, Low attention, few chances to reach national audience, Target duplication when several stations use same format Outdoor: Advantages: Large, spectacular ads possible, Able to select geographic areas, Accessible for local ads, Low cost per impression, Broad reach, High frequency on major commute routes Disadvantages: Legal limitations, Short exposure time, Brief messages, Little segmentation possible, Cluttered travel routes Magazine: Advantages: High market segmentation, Targeted audience interest by magazine, High color quality, Long life, Direct response techniques, Read during leisure time, Longer attention to ads Disadvantages : Long lead time for ads, little flexibility, High cost, High level of clutter, Declining readership Newspaper: Advantages: Priority for local ads, Coupons and special-response features, High credibility, Strong audience interest, longer copy/message possible, High flexibility, Cumulative volume discounts Disadvantages: Major clutter, Short life span, Poor quality reproduction, Limited audience, Poor buying procedures 6. How can the marketing team use the media mix to increase advertising effectiveness? * Selecting the proper blend of media outlets for advertisements is crucial. The work of media planners is especially important. It is their task to match target markets with media audiences, to know what media a specific target market uses. The media multiplier effect suggests that combining two or more media increases the impact of an advertising campaign more than any one medium by itself. This is true in both the consumer market and the B-to-B market. 7.What are the key issues as sociated with media selection for business-to-business markets? * B-to-B ads looking more like consumer ads * Reasons for shift * Decision makers also consumers * Decision makers difficult to reach * Clutter in B-to-B traditional media * Increase in advertising through consumer media * Trade publications still important * Same with Business magazines 8. What issues are associated with media selection in international markets? * Media importance varies. * Media viewing habits vary across countries. * Media buying is different. * Cultural mores vary. Chapter9: E-active Marketing 1. What is e-active marketing? It combines the two major components of e-commerce and interactive marketing.E-commerce consists of click-only operations that sell exclusively online and bricks-and-clicks that operate both a retail store and are online. E-commerce is being conducted in both the consumer sector and the B-to-B sector. Interactive marketing is the development of marketing programs that create two- way communications and enhance engagement of consumers with the brand. The Internet is the ideal medium for interactive marketing. It can track activity, where a person goes and what they do. It can personalize messages. The emphasis of interactive marketing is two-fold – to target individuals and to engage consumers. 2. How had Web 2. 0 affected the field of marketing communications? * Companies shifting dollars to online communication Changes consumer communications and interactions with companies * Pushing to â€Å"real-time† communications * Instant communications and instant service * Instant response to negative events 3. How can e-commerce programs and incentives build a stronger customer base and overcome customer concerns at the same time? E-commerce component: Catalogs * Easy to use * Photos, streaming videos, information * Match store and printed catalog * Sears â€Å"Shop Your Way† * Products not in store or printed catalog * Choose where to purchase Shopping carts * Allows consumers to select products * â€Å"Save† or â€Å"Wish† button * Shoppers abandoning shopping cart Payment systems * Easy, quick, and convenient * Multiple methods * B-to-B voucher or charge systemStore locators * Customers who want to pick up an item at the store. Customization * Customers prefer * Promotions from Web site * Access via mobile phone Customer reviews and feedback * Emerging trend * Provides opportunity for interaction * Provides level of confidence Financial incentives can persuade an individual or business to make that first purchase. The most effective financial incentives are reduced prices, free shipping, and e-coupons. Of the three incentives, 80% of shoppers say they prefer free shipping. Financial incentives must be meaningful and to generate return traffic to the site the incentive needs to be changed periodically.Online operations can offer financial incentives because of cheaper operational costs. The company has low er shipping costs since customers most of the time pay shipping. There are lower labor and personnel costs since there is no retail operation. Orders can be shipped directly from the warehouse to customers. Convenience incentives make the online shopping experience easier and encourage return visits. E-commerce is available 24/7. People can place orders at anytime from anywhere. It is important to have product information online so consumers can conduct research anytime. Online peer reviews are helpful and in the Web 2. 0 are expected. If consumers can compare brands online, that makes it easier for them.Value-added incentives encourage customers to come back to an e-commerce site, and change purchasing habits long-term. Value-added incentives are things that customers value. 4. What makes e-commerce a crucial part of business-to-business commerce? E-commerce is critical in the business-to-business sector. Many business transactions are conducted over the Web. The number of hits at a business site is directly related to expenditures in offline advertising and sales promotion offers. The incentives to gain business customers are the same as for consumer customers – financial, convenience, and value-added incentives. A major component of B-to-B e-commerce is online exchanges and auctions.These sites allow for bidding for materials and supplies, and can connect buyers and sellers. 5. How can interactive marketing and online advertising increase brand awareness, sales, and customer loyalty? Interactive marketing is the development of marketing programs that create two-way communications and enhance engagement of consumers with the brand. The Internet is the ideal medium for interactive marketing. It can track activity, where a person goes and what they do. It can personalize messages. The emphasis of interactive marketing is two-fold – to target individuals and to engage consumers. Steps in developing interactive marketing: a) Cultivate an attitude o f giving b) Gain trust ) Identify your one word brand d) Define your ultimate vision e) Choose your communication channels f) Evaluate and adjust Online advertising is effective if ads are placed on the right Websites and the messages resonate with individuals. Budgets for online advertising have increased in recent years and will continue to increase. One reason for the shift to online advertising is the metrics available to measure results. Online metrics provide for almost instant measurements of results. A company can see how many hits an ad produces and even what percent make a purchase. Types of online advertising: * Display or banner ad * Classified ads * Search advertising Media/video ads 6. How can brand spiraling and blogs generate positive outcomes for the marketing department? Brand spiraling is the use of traditional media to promote and attract people to a Web site. With direct mail and e-mail, companies can use PURLs, which are personalized URLs that are preloaded wit h personal and customized information for that consumer. Best results are obtained when online advertising is integrated with offline advertising. Blogs are online musings, written content put on the Web for others to read. Blogs provide a venue for people to talk online and can generate considerable online buzz, especially for hot topics.A survey of online users found that about 47% go to social networks to download coupons and search for information about products. About 45% access social networks to learn about upcoming sales and to obtain discounts on products. About 22% read or write a product review on a blog. 7. Why have online social networks, consumer-generated advertising and reviews, e-mail, and viral marketing become key components of marketing communications programs? a) Important component of interactive strategy * Integrate with other channels * Resemble information on Web site b) Using Web analytics to direct e-mail campaign * Individuals who visit Web site * Individ uals who abandon shopping cart * Targeted e-mails have higher conversion rates ) E-mail newsletters * Build brand awareness * Drive Web traffic * Customers sign up for newsletters * Provide value * Free subscription * Tie-in with Web site Viral marketing is the passing along of a marketing message to others in some way. It can be through an e-mail or on a blog. It is form of word-of-mouth endorsement. Viral messages can be advertisements, hyperlinks to promotions, online newsletters, streaming videos, or games. 8. How can e-active marketing be conducted successfully in international markets? A major advantage of E-active marketing is that it can be global. It doesn’t matter where the customer is or where the company is located.But, a number of e-commerce businesses do not take advantage of global customers. Shipping can be an issue. It may be difficult and expensive to ship a product to Japan or India. Payment methods also vary widely, but can be handled through companies suc h as PayPal. Communication can be an issue, although many people can read English. Technology is important to consider. Videos that play well with broadband connections may not work well in other countries with slower speeds. Chapter10: alternative marketing 1. How can buzz marketing, guerilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program?Buzz Marketing: Buzz marketing emphasizes consumers passing along information about a product and since it is word-of-mouth from an individual, it has a higher level of credibility. Methods of generating buzz are through consumers who use and truly like a brand: uses it is the ideal brand ambassador. They can spread buzz through personal conversations with people and also online through chat rooms, blogs, and e-mails, consumers who are sponsored to talk about a brand: It works best when the person likes the brand and uses it. Companies normally offer some type of incentive in exchange for the positive advocacy. It can be cash, but most of the time is merchandise.Selection of brand ambassadors is based on a person’s devotion to a brand and the size of their social circle. Since the idea is to talk to their friends and other people, the size of the social influence is important. They are expected to design their own grassroots effort on how they will promote the brand. Many will use low-cost marketing events and even online social networks. Although the individual is being sponsored, the key for success is that they are genuine and do believe in the product being pitched, and a company or agency generating buzz: high risk strategy, especially if the person doesn’t identify himself as an employee and the public finds out.The Word of Mouth Marketing Association (WOMMA) suggests three principles to follow for any type of buzz marketing campaign. 1) Be honest about the relationship you have with the company and what you get for being a sponsor. 2) Be honest with your opinion. Don’t say just what the sponsor company wants you to day. 3) Be honest about your identity. Guerilla marketing: developed by Jay Conrad Levinson. It is designed to bring instant results with low-cost, unique marketing methods. Guerilla marketing focuses on a region or area and involves interacting with consumers in a unique and different way. The goal is to create excitement and to generate buzz.It is often connected with grassroots efforts to launch a brand or to market a product. Often alternative media are used. Reasons for using guerilla marketing: * To find new ways to communicate with customers * To interact with customers * To make advertising accessible to consumers * To impact a spot market * To create buzz * To build relationships with consumers Lifestyle marketing involves identifying marketing methods associated with the hobbies, entertainment, and lives of the target audience. It involves making contact with consumers were they go for relaxations, e xcitement, socialization, and enjoyment. The idea is to intersect with consumers during their daily lives.For instance, A/X Armani Exchange reaches young consumers through sponsoring and setting up booths at music festivals and fashion shows. Experiential marketing is the intersection of direct marketing, field marketing, and sales promotions. Its basic premise is increasing the experience of direct marketing through an interactive connection. Rather than just pass out samples, make it an experience the consumer will remember. Nickelodeon used experiential marketing with their Slime Across American Tour. Steps to take positive experience: * Clear, concise target segment * Identify right time, right place * Engage emotionally * Engage logically * Clearly reveal brand’s promise . What methods can be used to effectively employ product placements and branded entertainment? Product placement is a planned insertion in a movie, television show, book or other forms of entertainment. It has been used since the 1890s, but only recently has grown in popularity. The biggest surge in product placement came in 1982 with E. T. and Reese’s Pieces. The placement of the Reese’s Pieces in the movie spurred a 65% increase in sales following the movie’s release. Research has found that product placement increases awareness of the brand, creates a more positive attitude towards the brand, but does not have any immediate impact on sales.From a cost standpoint, product placement has a low cost per viewer of impressions. A primary advantage is that the impressions do not stop with the movie. After the movie has played in theaters it goes to DVD movie rentals, to pay-per-view television, then to the movie channels on television. Branded entertainment is the integration of the entertainment and advertising by embedding the brand into the storyline of the movie, TV show, or other entertainment medium. The use of branded entertainment increased sharply with the rise of TV reality shows. It is also now found in novels, plays, songs and movies. For successful product placement and branded entertainment, choosing the right media is important.It helps when other promotional materials are produced that reinforce or remind individuals of the brand and even the placement. Product placement and branded entertainment work because there is no call to action, so consumers tend to have a positive attitude towards the brand. Some consumers are more receptive than others. People ages 15 to 34 are more likely to notice product placements and be more receptive to them. Sometimes product placements allow companies to bypass regulations and get their products in front of their intended audience. Reasons for increased spending: * Appeal stronger in non-advertising context * Perception of what others think is important * Provides post-purchase reassurance * Reach individuals who place little value on brands . How have in store marketing and point-of-purchase displays evolved into even more effective communications and sales tools? Store marketing point: The in-store shopping experience has a major impact on purchase decisions. It is the â€Å"make or break† time in terms of a decision to purchase a particular brand. In-store advertising seeks to engage customers. The most engaging forms of advertising are end-aisle displays and merchandise displays. The least engaging are ceiling banners and overhead mobiles. Using color, light, sound, taste, and smell increases engagement. Effective point-of-purchase: * Integrate the brand’s image into the display. Integrate the display with current advertising and promotions. * Make the display dramatic to get attention. * Keep the color of the display down so the product and signage stand out. * Make the display versatile so it can be easily adapted by retailers. * Make the display re-usable and easy to assemble. * Make the display easy to stock. * Customize the display to fit the reta iler’s store. 4. How can brand communities enhance brand loyalty and devotion? Brand communities are the ultimate in brand loyalty and brand devotion. It offers symbolic meaning and provides for interaction between the brand, consumers, and companies that participate. People join because they have shared values and experiences.Brand communities cannot be created by brands or companies. It has to be customer driven. But, brands can enhance the community and provide a richer brand community experience. Reasons: People join a brand community as an affirmation of their buying decision. It provides social identity and bond with fellow brand owners. They can swap stores, swap advice and provide help to each other and to new members. It provides a venue for feedback and new ideas. Ways to enhance a brand community: * Create benefits to encourage new customers to join. * Provide materials not available anywhere else. * Involve firm representatives in the groups. * Sponsor special eve nts and regular meetings. Promote communications among members. * Build a strong brand reputation. 5. What methods are used to adapt alternative marketing programs to international marketing efforts? Companies can enhance a brand community. Companies can create benefits for individuals to encourage them to participate and join in the brand community. Materials and items not available to the public can be provided to members. Representatives from the firm can become involved and sponsor events and meetings. They can encourage and provide an avenue for members to communicate with each other. It is also important for the company to continue its strong brand name and maintain its reputation.