Present and evaluate a couple of Nietzsches Essay Example For Students

Introduce and assess two or three Nietzsches Essay Be that as it may, in the event that enduring incorporates unpleasantries, for example, the abovementioned, at that point Nietzsche is in all probability right, as most, if not all of keeps an eye on innovations have been made so as to nullify slight, or noteworthy issues and inconveniences. Then again, I imagine that Nietzsche sums up, and utilizes the word enhancements very openly. Humankind has improved the world through developments, yet in addition through workmanship, culture, information, music, and so forth. Is it accurate to say that we are to state that these things are too brought about by torment? This is definitely false. Craftsmanship and music, for instance, are a declaration of the innovative side of human instinct, and I would venture to such an extreme as to state that they are helped and enlivened by empathy, among different other human feelings that Nietzsche assumes of as a shortcoming. Does he not repudiate himself? In what capacity can an improvement be brought about by a shortcoming? Empathy, is essentially simply like some other feeling, and doesn't merit the unforgiving assault released by Nietzsche. What I mean by this is, each human feeling, regardless of how great it is believed to be, has the ability to be utilized for detestable. For instance there are numerous accounts of a man or lady doing awful things to their accomplice out of affection, including following, or murder, so they can be together until the end of time. Love can be an incredible shortcoming, inclined to be utilized as an apparatus of shakedown, and making individuals act without speculation, as though blinded by adoration. What at that point, is so horrendous about pity and empathy? Another major, reoccurring shortcoming that I have found in a significant number of Nietzsches contentions is his inclination to sum up, accept, and not to make exemptions for his standards. For instance, I don't get his meaning by pity and empathy? It appears to me like he utilizes it with regards to an individual truly offering their help to anther. In any case, help, as well, can have numerous implications. I imply that you can have sympathy or empathy for another human, however helping them doesn't generally need to be the physical help to their concern. You can help somebody a lot out of sympathy or pity by understanding that helping them would not be valuable for them over the long haul, and keeping out of the issue, ie, helping them through not helping with the goal that they may become familiar with the mistake of their ways. Nietzsche mistakenly assumes this is consistently the situation. Nietzsche, who wonders in the triumph of the solid over the feeble in the battle forever, (Carus, P. pg. 32) advances the ludicrous thought that one will consistently become more grounded if not helped by others. I call this thought ridiculous in light of the fact that this is obviously false. In undeniable reality on numerous events this is totally the inverse, an individual will become more grounded through the help of others. Is a perishing man, lying seeping in the road to profit by others basically strolling past him? Will the help of a companion in connecting you for an occupation subsequently make you more vulnerable? In the two cases it very well may be seen that the life of the helped will be improved, not thwarted. This is my most noteworthy analysis of Nietzsche. The way that he appears to make all these wild allegations and rules, without truly investigating the various prospects. Despite the fact that I concur with Nietzsche that empathy, much the same as some other human feeling ought to be controlled to a degree, (Depending on the circumstance) so it might be utilized to do great, not underhanded, I realize that in the event that I needed to pick someone to show me the estimations of sympathy, I would absolutely pick Jesus over Friedrich Nietzsche.

SWOT and PESTEL Analysis of Seafood Restaurant

SWOT and PESTEL Analysis of Seafood Restaurant Outline Jack Sprat is the proprietor of fish eatery in a seaside town. He is multi year old and specialist has exhorted him to take rest so he had selected a Manager to take care of the business activity and he use to come to see the business once in seven days. Be that as it may, when he gave over the business to the administrator his business isn't progressing admirably and there is persistent declining in the business. So as to discover cure proprietor has been drawn nearer to the creator to dissect the case and propose as what ought to be never really back the matter of the eatery. Creator has examined the business with the apparatuses of business (case) examination SWOT, and PESTLE and further money related information has additionally been thought about to discover the declining pattern and arrive at a resolution as why business is going down. So as to assess the business activity and put the discoveries in the report creator has done broad research-optional research and dissected the case with his important proposals. Affirmation Creator might want to pass on his appreciation to those whole individuals who helped him to upgrade his comprehension of the case and broke down the circumstance so a legitimate finish of the case can be drawn. Creator has finished this case effectively and has been giving his discoveries recommendation in this report. So creator might want to gratitude to the Module mentor for kind help and direction. Presentation Jack Sprat is multi year old proprietor of 60 seat authorized fish eatery that is arranged in a costal town. Before beginning this business Jack was essentially a Manager at a nearby Bluebeckers Restaurant. Be that as it may, a legacy left this café to him. Since the opening of this eatery business it has given awesome return. The conviction of Jack towards progress f this business is the Maintenance of elevated requirements in fod creation and introduction. Other actuality is Menu and refreshment list has been genuinely steady since start of this eatery. Jack didn't change menu and drink list since business was giving unobtrusive return since starting. However, jack isn't normal to the eatery and he has delegated a Manager to deal with the business activity and he use to go to the café to see the business activity once in seven days. This is on the grounds that at this age (63) he has been experiencing medical issue and his primary care physician has prompted him to take rest. Be that as it may, business of this eatery has gone down when it was given over to the supervisor. Non-appearance of the staff has been expanded. Remembering the cure of the circumstance writer has built up point and targets of this report, here are the point and destinations written in nitty gritty: Point of this report is to discover cure of the current issue or errors of the café and give significant proposals to defeat from these issues with the goal that business can be put on its old example beneficial. Goals are: Finding most significant issues ID of additional data that would be useful in making sensible arrangements for the eventual fate of the business To list the needs Drawing an activity Plan The structure of this report is as per the following: First of all primary body has been introduced wherein SWOT, PEST, and other nitty gritty examination has been finished. At that point end has been drawn and list of sources (rundown of references) has been given trailed by supplement area where extra informations has been given. Principle SECTION Point and goal No.1: Finding significant issues: Before giving arrangement of anything one needs to discover the issues first. So to discover issue identified with any business it is absolute initial step to direct SWOT investigation and PEST or PESTLE examination. Before going for the SWOT examination of the business concerned it is imperative to comprehend SWOT first. SWOT ANALYSIS is the itemized search and posting of components from situational investigation that may or will affect the businesss methodology. Key promoting depends on the SWOT investigation. The procedure by which SWOT factors are inferred is to painstakingly survey the inward investigation for qualities and shortcomings, and the ecological examination for circumstances and dangers, and to then record. (Reich, Z.A, 1997) As per (Morrison, J 2002) The SWOT investigation is an ordinarily utilized arranging instrument, which surveys the organizations vital profile as far as its qualities, shortcomings, openings and dangers. Concentrating on both inner and outside situations, it serves to feature an organizations unmistakable skills, which will empower it to increase upper hand. In view of the above data from the researchers the facts demonstrate that business condition can be separated into two section interior and outer situations. Inner condition comprises of all factors that is interior piece of the business. These inward factors are inside the control of the business. Quality and Weaknesses of the business can be found in the inner condition of the business. Outside variables are those elements which are not inside the control of the business and to be into reality business houses needs to change in their interior strategy and alter itself to adapt to the outer condition factors. Openings and Threats are the elements that are a piece of outer condition of a business. SWOT : Strength, Weakness, Opportunities and Threat Analysis of Seafood Restaurant Business of Jack Sprat: Qualities Shortcomings Prior this business was gainful It is set up association Keeping up elevated requirement in food and introduction Staffs know about their work Clients feel that eatery is strategically located and charges sensible cost Proprietor can't focus on the business Supervisor is less enabled as he feels less degree has been given to him for the advancement of this business Number of staff has been expanded which is additional weight on finance costs of the business. No repair done appropriately yearly Support and Hygiene issue Inadequate reserve/assets for spending on support and Hygiene Menu decision is stale and exhausting Ill-advised administration of food because of absence of legitimate estimating of visitors. Openings Dangers Eatery is old so having built up showcase Market Image is acceptable sensible cost and reliable norm Weakening of piece of the overall industry because of powerlessness to restoration Condition Health official may not be casual in future and there will be time when formal notification will be given. Irritation ANALYSIS Before examining PEST or PESTLE factors from a business perspective it is imperative to comprehend these variables: (Political, Economical, Socio social, Technological and Legal). A PEST examination is an investigation of an outside full scale condition that influences all organizations. Such outer factors as a rule are past the organizations control and at times present themselves as dangers. Consequently, some state that irritation is a suitable term for these variables. Anyway changes in the outer condition likewise make new chances and letters once in a while are improved to build the more hopeful terms of STEP ANALYSIS. Numerous large scale natural elements are nation explicit and the nuisance examination should be a performed for all nations of intrigue. Political Factors Expense approach Business laws Natural guidelines Exchange limitations and duties Political solidness Financial Factors Financial development Loan fees Trade rates Expansion rate Social Factors Wellbeing awareness Populace development rate Age circulation Vocation perspectives Accentuation on wellbeing Mechanical Factors RD action Mechanization Innovation motivators Pace of mechanical change www.netmba.com/procedure/bug/Accessed on 2/01/2011 Point and target No.2: Identification of additional data that would be useful in making practical arrangements for the eventual fate of the business: Data required towards advertise division target showcase: Data to the case is essential to break down any business wellbeing or issue. It is similarly significant like clinical tests are significant for human body for cure of any sort of grumble of a patient. There are different tests or examining is required for business investigation. Market division is one of them. Market division: showcase comprises of purchasers vary in at least one different ways. They may contrast in their needs, assets, areas, purchasing mentalities and purchasing rehearses. Since purchasers have interesting necessities and needs, every purchaser is conceivably a different market. In a perfect world, at that point a merchant may plan a different showcasing program for every purchaser. For instance a food provider can tweak the menu, diversion, and the setting to address the issues of explicit customers. Notwithstanding, most organizations can't offer total division. The expense of complete division is high and most clients can't manage the cost of totally tweaked items. Organizations in this manner, search for expansive class of purchasers who contrast in their item needs or purchasing reactions. The café business offers numerous instances of division by an assor tment of factors. (kotler,p 2004) The purpose for information on advertise division is required on the grounds that until except if its not realized what section is being focused by the association worried (for this situation Restaurant of Jack Sprat), it would be exceptionally hard to think about the quality of that portion for the business. For this situation its not given for the situation so its essential to examine this business from its portion perspective. Data Needed for contender investigation: To get accomplishment of the business its expected to manage clients, providers, workers, and others. In practically all cases there will likewise be different associations offering comparative items to comparative clients. These different associations are contenders. Target of different associations is equivalent to yours to develop, bring in cash and succeed. Adequately, the organizations are at war battling to pick up a similar asset and

Evaluation of Consumer-Driven Health Plans (CDHPs)

Assessment of Consumer-Driven Health Plans (CDHPs) Presentation Purchaser driven healthplans(CDHPs) are medicinal services benefits plans concentrated on the dedication of benefactors in social insurance dynamic. Shopper driven healthplans(CDHPs) encourage patients to likewise utilize dollars of manager financed or to spare their own dollars in a record to be utilized to dish out for proper human services expenses.The reaction of oversaw care of the 1990s converged with developing wellbeing consumptions leaded to the arrangement of purchaser coordinated wellbeing plans (CDHPs), which lay greater responsibility for dynamic of medicinal services in the consumer’s hands. In counter to the knowledge among shoppers that oversaw care plans were confining induction to tentatively helpful consideration purchaser coordinated plans were proposed to oversee costs by modifying medicinal services dynamic responsibility from safety net providers to clients. [Buntin MB, Damberg C,] CDHPs are foreseen to diminish spending of medicinal services by unveiling shoppers to the ramifications of money related of their treatment choices. The thought was that purchasers, furnished with tasteful devices of data and rendered to the budgetary impacts of their choices, would propel in human services conveyance esteem based development. CDHPs have created in notoriety since the time their origin, presently selecting connection to 17 percent of individuals with protection of boss sponsored.[ Goodman, J. C.] There are three most significant parts of CDHPs designs under the leader of the repayment account (HRA), wellbeing bank account (HSA),and Flexible Spending Account (FSA). The plans are started to help individuals to grasp and have predominant relationship in their individual choices of social insurance. The representative can reasonably pick when and how their medicinal services dollars are used. Following are the depictions of various sorts of plans:- Wellbeing Reimbursement Account - This record is supported by the business. A Health Reimbursement Account plan incorporates a deductible, yet enrollees traditionally utilize their HRA to dispense for cash based costs preceding they meet the deductible. The HRA plan includes an enrollee cash based greatest. The arrangement offers 100 percent repayment once the breaking point is met, for secured administrations, together with drug store benefits. Wellbeing Savings Account - A Health Savings Account (HSA)is the individual record of record holder’s and can be utilized to make up for qualified drug store and clinical expenses.HAS can be supported by the representative boss, or others. A HSA plan involve a deductible, anyway enrollees can utilize their HSA to dish out for cash based costs preceding they get together the deductible. Adaptable Spending Account - A patient may maybe have the choice to utilize a FSA in blend with a HRA to help to pay for entitled drug store and clinical costs not encased by the clinical arrangement. This contains non-therapeutically important methodology, over-the-counter meds, (e.g., laser eye activity) and significantly more. Purchaser driven medicinal services tenders various chances to build up the soundness of representatives and to decrease in general social insurance costs for bosses. Generally significantly, the model of buyer driven social insurance propose support for representatives, their families and further wards to play a further unique job in oversight of their wellbeing and human services administration. CDHPs are slanted to draw upper pay, extra instructed enrollees; other than there is no affirmation that CDHPs have escort to chance division resultant in consumed protection inclusion. Around all the confirmation on CDHPs is from immense, self-safeguarded businesses for whom helpful decision into a CDHP isn't basically testing. [Barry CL, Cullen MR,] All in all, the outcomes of this combination suggest that the sorts of techniques utilized by CDHPs must carry on to be considered as a development to control of human services cost. [Buntin MB, Damberg C,] Research shows that significant cost investment funds associated with these plans, reminiscent of that money related motivating forces blockaded at customers can be effective in bringing down human services uses. Close by this affirmation of cost reserve funds there is moderately unassuming proof of decreases in nature of care. While the impacts of these plans on usage and results must be kept on checking, prevalently given the adjustments in the kinds of plans offered in the market, the underlying outcomes shows imminent. Customer Driven Healthcare Plans delicate a few assorted impetuses, for example, Tenders unrivaled decision. Individuals give off an impression of being blending ceaselessly from oversaw care limitations as enlistment of HMO keep on to lessening while PPO enlistment style plans is expanding. Motivating forces for representatives end up being progressively engaged with settling on financial choices corresponding to the utilization of human services bringing about extra instructed buyers requesting lesser expense and predominant quality assistance from their suppliers. Addresses cost and affirmation issues in the current medicinal services framework. As the medicinal services cost carry on to soar, it is critical for bosses to consider choices like shopper coordinated wellbeing plans (CDHP)â€health plans with an affirmed trail record of continuing health, even as controlling expenses. These plans bear the cost of a suitable, savvy goals for organizations. Businesses can like to start CDHP designs as a total replacement to the available medical advantages program, or can delicate CDHP alternatives together with extra oversaw care choices, for example a PPO. Motivations can be proposed to convince individuals to share and better control their health.[ Goodman, J. C.] Workers in CDHPs from a wellbeing viewpoint, exhaust more on preventive consideration and crisis room visits are decreased thus. Female patients get to extra women’s wellbeing screenings, and diabetes patients additionally do observing at higher rates what's more. It also has instructed patients who utilize fundamental remedies to fix ceaseless conditions, like their proportionate in PPO plans. Impressively, there is more noteworthy decision of conventional medications, raising all in all medicinal services savings.[ John W. Rowe, Tina Brown-Stevenson, Roberta L. Downey, and Joseph P. Newhouse] The results of CDHPs on paces of inclusion of protection are unidentified. Indeed, even regardless of the way that the forthcoming for these items to create hazard division transversely differing sorts of inclusion raise worry over the reasonableness and admission to inclusion among high dangers, the openness of lower-premium things which lesser premiums by decreasing spending on low-esteem administrations may maybe in the long run add to paces of protection inclusion amidst both high-and okay customers. While the realities call attention to that CDHPs be slanted to encounter helpful determination when they are proposed by tremendous managers alongside different kinds of plans, there is no confirmation that valuable decision in this condition has slanted in general paces of inclusion of protection. On account of the little and individual gathering markets, there is unassuming to no confirmation fair and square to which CDHPs experience useful hazard choice and the deduction for inclu sion rates. The effect of these plans moreover, on defenseless populaces, overwhelmingly among individuals with abject degrees of pay and appropriate training, is yet questionable. An improved observing of these impacts is critical as market infiltration of these items upgrade and they are step by step more offered by bosses on a total premise of replacement.[ Goodman, J. C.] CDHPs In the business supported market, may maybe be offered either unaccompanied or close to different plans, and decision may maybe occur at the phase of the business deciding to render the arrangement or at the phase of the representatives picking among plans. For tremendous firms, which as a rule delicate CDHPs together with different plans, chance choice happens basically in the gathering. Since guideline disallow bosses from wandering worker commitments established on wellbeing status of individual, representative commitments don't separate by danger of person. Accordingly, if a CDHP with a wicked good representative commitment and a raised deductible is offered alongside an arrangement with lesser cost-sharing and a raised worker commitment, it is to be relied upon to be extra striking to low dangers for whom likely cash based consumption will be lesser. At the point when the organization is self-guaranteed, then again, as practically all huge firms seem to be, the business is at risk for the use of the entire gathering. Therefore, the business, who doesn't advantage financially from exorbitantly enlisting wretched dangers into the CDHP, has unassuming prompting to delicate CDHPs to help such hazard division. Indeed, even as an additional worry is that this sort of determination may maybe scare the dauntlessness of an extra liberal arrangement (20), a business may maybe avoid this kind of terrible choice â€Å"death spiral† over the span of the choice of the representative commitment approach. Subsequently, good choice into CDHPs inside firms in the colossal gathering market isn't probably going to be testing. Interestingly, in the little gathering market, managers traditionally delicate basically one arrangement and constantly get completely guaranteed items. Hazard determination For this situation, happens mainly in the structure of the business prefering which intend to delicate workers and plausible among representatives picking whether to enlist in the inclusion of protection offered by the business. Safety net providers have instigation to value items established on the gathering hazard, and on the off chance that they are not fit to utilize chance based estimating, they may maybe mean inclusion sequentially to achieve chance division. This would at the appointed time for generally safe gatherings bring down the premiums and raise them for gatherings of high-chance. The net outcome on rodent

The Personality of Scrooge in A Christmas Carol - Free Essay Example

Scrooge doesn’t know why Fred is happy when he’s poor. Scrooge sees good as referring solely to profits. Fred knows this, and counters that good means something else entirely. For characters like Fred and Bob Cratchit, Christmas represents the ideal of goodness and moral prosperity, but Scrooge is at his most miserly when Christmas is mentioned. Despite Scrooges ill temper Fred generously and authentically invites him over. Scrooge could have family, if only he would allow himself to. But he does not. Scrooge’s mainly economic view on Christmas causes him to reject it and the people around him trying to help him. Fan is important to Scrooge. Fan is an important character in Scrooge’s past. She represents the best of youth, innocence and goodness, and makes Scrooge’s childhood gleam compared to his cold, dark present. She shows that Scrooge has experienced both neglect and goodness in his young life, both cruelty and generosity. Also note that Scrooges present existence is not so different from that miserable world of his school,except that now, as an adult, he chooses to be alone. Fan eventually tells Scrooge that she is taking him home. Home, for good, she says happily. She says that their father is kinder now and has asked for his son to be brought home to become a man and never return to the schoolroom. Inferences: Scrooge is annoyed by happiness and marriage because his fiancee Belle left him around Christmas. Throughout the story Scrooge shows how he is annoyed by Christmas in many ways, and one of the most important ones is when his own family member, Fred, is introduced in the book. Although he is his nephew, Scrooge still shows no sympathy nor connection to him, one of his own family members. Scrooge’s choice to do this show how even he, a man rich enough to never have to work the rest of his life, still isn’t rich in happiness and neglects the only family he has left since his sister died. His annoyance with his nephew can also be thought of in a bigger picture as his hate for Christmas which may have all started with the loss of his fiancee Belle. Scrooge didn’t want to see the truth of the situation which the ghost of christmas past was showing him. The ghost of christmas past was showing Scrooge happier memories like when Scrooge’s sister, Fan, announces that she is taking him home. Home, for good, she says happily. She says that their father is kinder now and has asked for his son to be brought home to become a man and never return to the schoolroom. And also when Mr. and Mrs. Fezziwig take to the floor. After the dancing they see their guests to the door, and Scrooge and Dick go to their beds. Scrooge has been watching this display in a frenzy of excitement. It shows that something so little can give someone all the joy in the world. The ghost of christmas past then shows Scrooge how he changed from someone who loved Christmas to someone who hated it. The arrival of the husband-figure with Belle and the gossip about the old flame Scrooge made it clear to what he was missing out on. Scrooge’s reaction i s to shut it out and try to extinguish the ghost’s light. This light has shown him the truth and it disturbs him. he prefers his old darkness to this painful light. The ghost of christmas past was trying to shed light on the situation by showing Scrooge Belle’s past. Themes: Gratitude is able to remember the past, make sense of the present, and decide the future. Three ghosts appear to Scrooge to show him how he is living sinfully and what the consequences will be if he doesn’t choose to live a better life. The three ghosts throughout the story represent the past, present, and future, all beckoning him to make better choices throughout his life. They all try to teach him to appreciate and show gratitude towards everything you have. With the first two ghost Scrooge doesn’t show any change in his ways. However, throughout the course of his journey with the third ghost he begins to repent, and his future begins to change. Over the course of the book, the idea of it being based off of the past, the present, and the future is shown: First, the change in Scrooge’s personality is tremendous after not even giving the idea of Christmas a chance in the beginning to completely embracing and accepting it by the end. And second, the idea that eve n though one may not enjoy Christmas, everyone has their own way of celebrating it, there is Scrooge whenever he counts his money, and there are the rest of the characters who all enjoy and celebrate. Dickens writes about the Ghost of Christmas Past bringing Scrooge to a lighthouse where two men around a campfire, surrounded by the ocean were still able to celebrate Christmas even in their dire situation.

`` Garbage `` By Andy Mulligan - 1846 Words

Global issues are defined as problems relating to public welfare, that affect our world globally (across all nations). In Andy Mulligan’s novel, Trash, we follow the three boys of Behala dump site, (Raphael, Gardo and Rat) as they persevere against malicious forces such as the police, in order to bring justice to the mystery of Senator Zapanta and the millions of stolen international aid money. They accomplish this task by piecing together clues Josà © Angelico left behind, leading them to the aid of other characters such as Gabriel Olondriz and Pia Dante Angelico, whilst defying the police and refusing to give in to their pitiless violence and cold threats. Throughout the novel, we see distinct themes involving global issues such as†¦show more content†¦What was I going to do to stop them?† Mulligan’s word choice in these two sentences (â€Å"What if†) as well as a line of consecutive questions further convey Mulligan’s message about inequ ality as they suggest worry and fear on Raphael’s behalf in his situation and proves Raphael and the people of Behala’s fear of mere â€Å"what if† events. This thus shows how the higher social classed characters have more power and command, especially over those who do not have money nor power as they fear those who have money, luxury and/or the ability to command retribution against them. Secondly, the quote, â€Å" ‘We could put you in the trash and nobody would care. Nobody would even come looking – you understand me?...† (Police officer to Raphael, p.65) insinuates that the police believe that those who live in poverty are all worthless and insignificant. The quote shows readers how societies such as the one described in Trash can and have been formed on the basis that â€Å"the poor† are incompetent, as well as how there are groups of people who believe these notions. The hyperbole in the extract, â€Å"†¦nobody would care. Nobody would even come looking†¦Ã¢â‚¬  and repetition of the word â€Å"nobody†, especially signify how some groups of people may view other groups of people in reality due to discrimination and human tendency to judge quickly. Moreover, the phrase, â€Å"you understand me?† further highlights tension and inequality through the personalShow MoreRelatedSummary Of Andy Mulligans Trash744 Words   |  3 PagesAndy Mulligan stayed in the Philippines for several years and then she came back and the book trash. Trash is about three boys Gardo, Raphael and Rat who after discovering some clues about a mystery that Josà © Angelico started before he was killed by the corrupt police/Government. Andy Mulligan shows that corrupt people can bring harm on others through Point of View, setting and Characterization. Mulligan shows us that corrupt people are dangerous to others in Point of View. Even though there areRead MorePoverty in Andy Mulligan ´s Trash746 Words   |  3 PagesTrash Essay The novel Trash, by Andy Mulligan, is a very controversial and emotional book. Trash makes readers wonder why poverty to this extreme is still happening in the world, despite everything people are trying to do to stop poverty. I recently participated in a book club meeting, about Trash, and have grown as a person because of it. In my opinion, during our book club meeting, the members of my book club enriched, challenged, and reinforced my ideas, beliefs, and opinion on Trash. My top threeRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesMichael Dutch, Greensboro College Kathleen Edwards, University of Texas at Austin Berrin Erdogan, Portland State University Ellen Fagenson Eland, George Mason University Lenny Favara, Central Christian College Claudia Ferrante, U.S. Air Force Academy Andy Fitorre, Nyack College Kathleen Fleming, Averett University Erin Fluegge, University of Florida Edward Fox, Wilkes University Alison Fragale, University of North Carolina at Chapel Hill Lucy Franks, Bellevue University Dean Frear, Wilkes University

Psi Report Long Form - 2061 Words

Presentence Investigation Form Fill out completely and accurately. If you are unsure of an answer, estimate to the best of your knowledge and note that it is an estimate. All information will be verified and any discrepancies will be noted to the Court. Defendant Information Full (Legal) Name: ____________________________________________________________ _____ Alias or Nickname: ______________________ __________________________________________ Current Address: _____________________________________Phone:_______________________ City______________________________________State________Zip__ ______________________ Permanent Address: ____________________________________________________________ ___ (if different from above) Date of†¦show more content†¦Maiden Name)____________________________________ Address______________________________________Phone__________ _________ Any Criminal History?_________________________________________________ Substance Abuse Problems or Mental Illness? ________________________________ Is she employed?____Was your mother married to your biological (natural) father?____ If yes, are they still married?_______________________________________________ If they divorced, how old were you and why did they divorce? ____________________ ____________________________________________________________ _________ How did it affect you?____________________________________________________ Who primarily raised you?________________________________________________ Did you spend time with your non-custodial parent?____________________________ ____________________________________________________________ _________ Did your mother have any other marriages?___________________________________ To whom?____________________________________________________________ _ Do or did you get along with your mother’s husband/significant other?______________ What is your relationship with your mother like?________________________________ ____________________________________________________________ _________ Is your Father still living?_______________________If not, date deceased__________ Father’s LegalShow MoreRelatedThe Privilege Against Self Incrimination1591 Words   |  7 PagesThe privilege against self-incrimination (â€Å"PSI†) s a very vague and wide legal concept under the common law initially. 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Parenting Styles and Child Development Developmental psychologists have long been interested in how parents impact their child’s development. However, finding the actual links between the specific actions of parents and the influenced behavior on children is very difficult. Some children that are raised in entirely differentRead MoreDifferent Types Of Probation And Probation932 Words   |  4 Pagesrestorative aspect. Introduction The objective of this paper is to inform one on the many different types of probation, what they are used for , and who attends these courts. Some of these probations are easy to complete and others are long and hard to complete. It depends upon the crime that has been committed. The probation that will be applied is depending upon the age of the offender, the county or city the crime was committed, and how dangerous the criminal is (Delisi, Conis

PHILOSOPHY OF THE ROLE AND MISSION OF EDUCAITON AN Essay Example For Students

PHILOSOPHY OF THE ROLE AND MISSION OF EDUCAITON AN Essay D BUSINESS EDUCATION IN SECONDARY SCHOOLSEducation and Vocational Education have many roles in todays schools. Vocational education focuses on the future employment of the student, by using practical application. Vocational education gives students the opportunity to learn with hands-on experience. This can help in several areas of gaining an education. Most notably, this gives the student the opportunity to find out if this is what they want to do. Students will get a real-world experience very early on in their education. This experience can greatly enrich a students education by giving them the opportunity to become involved in activities that are relevant to their lives, therefore, becoming a source of motivation. Education provides these same experiences to a certain extent, but the connection to real-world experience is much less defined. I believe it is the obligation of an educator to help create lifelong learners out of our students. Three key elements need to be present for this to take place. Confidence, relevance and motivation must all be present. Students need to have the confidence to try and succeed, or try and fail. This may sound like a trivial example, but I believe it is essential to success. Without knowing and understanding failure, students will not be able to appreciate success and what it takes to succeed. Confidence will be gained through the trial and error that takes place in the successful business educators classroom. Relevance is the next item. The application of the material in the classroom must be relevant to what the student has set his/her sights on. Business education is all about relevance. Taking the simulations, applications and exercises from real life examples allows the students to see and understand the challenges they face. When the students see they are learning relevant skills they will become motivated to succeed. Motivation can come from a variety of sources, but I believe the business education teacher can aid i n this. Students fall into bad habits while at school. I see it on a daily basis. They go through the motions of being a student and miss all the valuable knowledge that is available to them. They see no connection to what they are currently doing, to what they will grow up and do. When that connection is made, the student will become motivated to take advantage of the experience and information presented to them in school. I want to teach business education because I believe the knowledge and skills it provides are essential to all students. Students need to understand the competition they will be facing in their search for that first job. Business education gives them a glimpse of what will be expected of them from day one. They need to learn the skills to enable them to become effective consumers, employees and leaders. Business education teaches students how to work as a team, how to meet deadlines, how to prioritize work and teaches them problem-solving skills. Students of toda y will become the businessmen of tomorrow. We must prepare them to manage their money, make wise investment decisions and learn to live on a budget. They also need to be exposed to expectations in the work environment. Communication is a must in any profession, including business. Interpersonal skills will be used on a daily basis. Business education prepares students for all of these situations and helps them in their pursuit of lifelong learning. Although there are many classes that can aid in the education of vocational students, I believe there are three mandatory classes. Keyboarding, computer applications and accounting must be present in the business education curriculum. These classes have practical application for students. At jobsites around the world, students will need these skills to succeed. Keyboarding is the most basic of these, but holds the most value. Without this skill, students will not succeed in the business world. The earlier this skill is learned, the better. Computer applications must be introduced at an early age also. With this skill students will be able to make a smooth transition into the workplace. Accounting is another skill that will be helpful for graduating students. They may not choose this specific field, but somewhere along the lines, they will encounter problems or scenarios where this background will be valuable. These three classes will prepare students for the working world. Leaving on e of them out would leave a void in their education. .u1c2849cee9fe5d1f32772f17646af873 , .u1c2849cee9fe5d1f32772f17646af873 .postImageUrl , .u1c2849cee9fe5d1f32772f17646af873 .centered-text-area { min-height: 80px; position: relative; } .u1c2849cee9fe5d1f32772f17646af873 , .u1c2849cee9fe5d1f32772f17646af873:hover , .u1c2849cee9fe5d1f32772f17646af873:visited , .u1c2849cee9fe5d1f32772f17646af873:active { border:0!important; } .u1c2849cee9fe5d1f32772f17646af873 .clearfix:after { content: ""; display: table; clear: both; } .u1c2849cee9fe5d1f32772f17646af873 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u1c2849cee9fe5d1f32772f17646af873:active , .u1c2849cee9fe5d1f32772f17646af873:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u1c2849cee9fe5d1f32772f17646af873 .centered-text-area { width: 100%; position: relative ; } .u1c2849cee9fe5d1f32772f17646af873 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u1c2849cee9fe5d1f32772f17646af873 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u1c2849cee9fe5d1f32772f17646af873 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u1c2849cee9fe5d1f32772f17646af873:hover .ctaButton { background-color: #34495E!important; } .u1c2849cee9fe5d1f32772f17646af873 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u1c2849cee9fe5d1f32772f17646af873 .u1c2849cee9fe5d1f32772f17646af873-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u1c2849cee9fe5d1f32772f17646af873:after { content: ""; display: block; clear: both; } READ: The phenomenon of bipolar affective disorder has b EssayBibliography:

Perfect School For An Ideal Education Essays - Teaching,

Perfect School For An Ideal Education Writing 121 16 November 2000 The Perfect School For An Ideal Education My idea of an ideal high school is one that students are proud of, at the same time receive a good education. To achieve this a school would need to have good teachers, qualified in the field in which they teach. Class sizes would have to be reduced to around twenty-five students, this way teachers could be more personal with their students. Teachers would have access to any materials or resources needed to do their job. Last but not least, the school would have to be appealing to the students and offer a pleasant environment. In high school I had a Government teacher named Mr. Bjorkman. He was also the coach for our varsity football team. You could tell he didn't know what he was teaching and was more focused on football. I didn't learn a single thing from his class. This is why a school would need to have qualified teachers in their classrooms. Students have different learning styles. Some are visual while others are auditorial, in some cases students may have a learning disorder. I have ADHD, which is a learning disorder. Before I received treatment I had a hard time paying attention and it also caused me to act up on occasion. My teachers thought I was a troublemaker so they always kicked me out of class. I wasn't given the opportunity to learn as much as the other students at my school. Not because I was a bad student, but because not one teacher took the time to try and help. This is why I believe a teacher needs to be able to distinguish between the two learning styles and disorders, so all their st udents receive an education. At my school there were days I sat on the floor because a classroom was missing desks. At times we were unable to locate a television and VCR to watch educational shows. You can't fix a car without having the right tools. The same goes for teaching. In order for students to reach their full potential you cannot deny teachers the materials needed to do their job properly. This is why a school needs to provide its teachers with whatever they need. I believe class sizes are an issue with all schools. Large class sizes make it difficult for teachers to get to know their students. It also makes it hard to get everyone involved in the class. When students aren't involved they get bored. When they get bored they don't want to be there so they skip school. A school would need to have a sufficient amount of classrooms and teachers. This would make it possible to bring the student to teacher ratio down to around twenty-five students per every teacher. With smaller classes it would be easier for the teachers to get everyone involved. It would also give the teachers a chance to get to know their students and make sure their keeping up with the rest of the class. If teachers knew their students it might encourage the kids to go to class because the teacher would notice if they weren't in class. I think a school should be clean and have curb appeal. No one wants to go to a dirty run down school. I believe it is important to put some thought into the colors picked for the interior of buildings. Different combinations of colors give off different vibes. I would pick a color scheme that gave off a good vibe. Every part of the school would be carpeted because it looks nicer than vinyl floors in my opinion. The school would have lots of windows and skylights in the classrooms. I would do this to bring in the sunlight because it gives you energy and makes people happy. The temperature would be set just right so that all the students were comfortable. Couches would be set up all over the campus so students have a place to hang out during breaks. The last thing done would be to make sure nice grass and big trees surrounded the school. This would be done because people feel more alive when green trees and grass surround them. By

Bibliography On Person Centred Planning Social Work Essay Essays

Bibliography On Person Centred Planning Social Work Essay Essays Bibliography On Person Centred Planning Social Work Essay Essay Bibliography On Person Centred Planning Social Work Essay Essay Dickson, M. L. , A ; Stapleton, J. ( n.d. ) . How Henson Trusts can back up people who receive ODSP Benifits. What you can make to heighten the quality of life for a household member with a disablement? : Consider Henson Trust, 4-6. A A In this brochure, which can be found online at www.reena.org contains material sing Henson Trusts. Henson Trusts are to guarantee persons with a disablement having household benefits are non cut off from benefits if they are acquiring money from a trust set up to help them. This is merely so long as the trust gives whole control to the legal guardians about when to do payments from the trust. The Ontario Court says that the assets in a trust set up to back up that individual should non be considered as that individual s assets. This is because person else made finding of facts about how to pass the money in the trust. In July of 2005, the Social Benefits Tribunal established that a individual having ODSP could be supported by money in a Henson Trust. The Tribunal found that the individual having ODSP could non coerce the legal guardians to give the person the money from the trust. You can put up a Henson Trust while you are still alive, or you can set a Henson Trust in your will, to be set up after you die. The present jurisprudence says ODSP can non number the money in a Henson Trust when they do an plus trial to make up ones mind if your relation is eligible for ODSP. If the trust offers it, the legal guardian can pass both the capital and the income in a Henson Trust. When you are be aftering for an person s hereafter and have their relations involved, it is really of import to guarantee that the money you wish to go forth to your loved 1 does non impact their ODSP entitlement. Ontario, I. F. ( 2006 ) . Our Vision for a Direct Individualized Funding Approach in Ontario. Retrieved February 3, 2011, from Modeling Community Change: hypertext transfer protocol: //www.modelingcommunitychange.com/PDF/Our % 20Vision.pdf This papers encompasses information about individualised support. Individualized support delivers the resources necessary for a individual to run into their single aims by sketching what supports will be attained with support entitled to them, and by directing those supports. Individualized support is based on the values of residence, inclusion, autonomy, community, and demands for a whole life. Individualized support besides looks at the whole individual. Additionally, the thought of individualised support is founded on the criterion that the individual is the determination shaper, and the individual s voice is being honoured in the procedure. It is besides important that rank and part in community is a given, and the community is the first resource. A really important principal is besides that the dreams of the individual and the assets of the individual, household, and support web direct the procedure. Furthermore, the planning and facilitation is a degage public-service corporati on in the system, and connexion edifice and webs of people are cardinal. Support must be movable which means that it can be moved within to a different bureau, to another portion of the state, and out of state, whatever is needed. Individualized support means that the individual chooses what the money is needed for with the counsel of individual directed program and the system is non taking for them. Pass: A plan to assist you go a portion of your community. ( n.d. ) . Retrieved February 12, 2011, from Ministry of Community and Social Services: hypertext transfer protocol: //www.mcss.gov.on.ca/documents/en/mcss/publications/developmental/passport_individual/DS-Passport_individualsENG.pdf This usher is for an person with a developmental disablement to get cognition about their right of entry to their community utilizing the Passport enterprise. If an person is still in school, Passport can give them a wise man. Once the single leaves school, Passport will assist individuals do a program, and assists them to take part in their community. Once an person has left school, they may run into the demands to have money, which will pay for support, include the persons in community activities. Passport will besides back up persons in happening a occupation, set abouting voluntary work, larning accomplishments to work, and volunteering in the community. With passport persons have the chance to larn more by taking a class ; larning how to utilize the library, and happen out what can they make at their local community Centre. An person will necessitate to finish the Passport application signifier if it is their first clip using for Passport support, or if there has been an huge al teration in their necessities including support webs, or services. The person will have a missive that states if they have been accepted for Passport support. If they have been approved for Passport, the single and/or their household will subscribe a contract with an bureau. If they have non been approved for Passport the missive will state they what to make next. It is possible that the persons name will travel on a waiting list and that they will acquire Passport support subsequently. If they have been approved for Passport support and make up ones mind to travel to another place or topographic point in Ontario, their Passport support will follow them to their new community. The passport enterprise should be a portion of all individual centered planning as it the key to the community. A valued function in the community is something that everyone deserves. Swanton, S. , Walsh, S. , OMurchu, R. , A ; OFlynn, P. ( 2010 ) . A tool to find support demands for community life. Learning Disability Practice, 13 ( 8 ) , 24-26. Retrieved from EBSCOhost. This journal article covers material about the Supports Intensity Scale. The information explains its background every bit good as a undertaking designed to measure its usage in be aftering support for people with rational disablements and disputing behavior. The Supports Intensity Scale ( SIS ) was designed in item for people with an rational disablement. The SIS measures the degree of support necessary for an person with an rational disablement to to the full partake in community life. Tonss are used to make up ones mind the supports need evaluations ; an overall supports needs index and a graph, which depicts a profile of the person. The graph contains information about supports demands like sexual behavior and aggression. Additionally the index will besides incorporate fits, emotional effusions, rolling, substance abuse, etc. Care of mental wellness interventions is included every bit good. Each index is scored as 0 = non any support needed, 1 = a figure of support needed, 2 = ex tended support needed. When set abouting Person-centred support planning, the graduated table provides aid to contend the assorted supports needed for mundane life. The SIS can besides indicate out what may be suppressing specific life ends from being accomplished. These indexs would include such things as the demand for support with accomplishments enlargement, or any unmet medical or mental wellness demands. In some happenings, a individual may necessitate support recurrently but for a short interval each clip, or significant support merely one time a hebdomad. SIS is used to measure the forms and strength of an person s supports need, and the type and strength of support indispensable for realisation of the end. To utilize the graduated table as a footing for be aftering meaningful supports requires much auxiliary penetration and resourcefulness to interrupt the spread between acknowledging an person s supports demands and doing a echt difference to their life. The SIS has the po tency, if used insightfully, to document the supports required to do a good life a world for the people we serve. When puting out an person s program the SIS is, an indispensable tool to accomplish the ends set out by the program. Goforth, J. L. ( 2007, February ) . Planing Your Future: A Guide to Creating and Leading Your Personal Support Team. Retrieved February 15, 2011, from San DiegoState University: interwork.sdsu.edu/ /PlanningYourFuture- Aguidetocreatingyoursupportteam.doc United States This resource usher is about the Circle of Support for persons with developmental disablements. Peoples that should be included on this intricate squad are those from the workplace, school, place, and leisure countries an persons life. Support squad participants may include members of household, friends, neighbors, instructors, colleagues, advocators, roomies, instance directors and/or service coordinators. An person s squad can back up them with job resolution, end scene and planning for the hereafter. Additionally, the Circle of Support will help with larning new things, attainment information about an person s community, offering support to be successful in the workplace, at school, and life in the community of pick. A image of an person s life would consist of how the single desires their life to be in the hereafter. This includes, looking at where the individual lives now, and where they want to populate. Some be aftering thoughts might include more money, preparation, or percha nce acquiring an helper. This is merely one facet of a really thought out and elaborate program to be created by the person with aid of the circle of support. An person s squad members can besides portion their vision or dreams for the individual s hereafter. What are any concerns or concerns that the individual or their squad have about the persons future, or making the ends have been set. Using this information provided it becomes apparent that the circle of support is a cardinal facet in an person s individual centered planning. Galloway, C. ( 1979 ) . Conversion to a Policy of Community Presence and Participation. Retrieved January 26, 2010, from The Minnesota Governor s Council on Developmental Disabilities: hypertext transfer protocol: //www.mnddc.org/parallels2/pdf/70s/79/79-CTP-CHG.pdf This article contains information on community presence. The scheme that allows individuals with developmental disablements to fall in humanity and remainders on two cardinal outlooks holding to make with the nature of the individual and the nature of the individual s topographic point in society. These hundred premises, -neither more of import than the other, produce certain bewitching inquiries: like if individuals portion engagement in the same human and national association, how can those things valued by most are deprived to some? The laterality of the scheme of community presence and engagement proposes that a alteration in basic idea, in our cardinal building of beliefs and values, takes topographic point. A displacement practicably linked with changes in our system of jurisprudence and our credence of the nature of human public presentation is indispensable every bit good. Community presence is the key to individual centered planning and helping the person to take the stigma of holding a developmental disablement. Office of Disibility Employment Policy: Communication with and About Peoples with Disabilities. ( 2002, August ) . Retrieved February 13, 2010, from United States Department of Labour: hypertext transfer protocol: //www.dol.gov/odep/pubs/fact/comucate.htm When we think about individual centered planning we doubtless must to believe of regard. This web articles does merely that. Persons are sometimes concerned that they will state the wrong thing, so they say nil at all. This farther segregates people with disablements. When composing or talking about people with disablements, it is important to set the individual foremost. Further, words like normal individual imply that the individual with a disablement is non normal. Whereas individual without a disablement is, descriptive but non negative. When acquainted with to a individual with a disablement, it is suiting to suggest to agitate custodies. To demo respect expression straight at the person when speech production to them. If you do non grok something the person says, do non feign that you do. Try to inquire inquiries that necessitate merely short responses or gestures. If you are holding trouble understanding the person, contemplate authorship as a replacement means of pass oni ng. To demo esteem a individual should besides take clip to understand the person and do certain the single understands them. All of these points are really of import when helping an person with developmental disablements with their life program and guaranting that it fits them. Ylvisaker, M. , Hibbard, M. , A ; Feeney, T. ( 2006 ) . What is Social Competence. Retrieved January 27, 2011, from Learn Internet: hypertext transfer protocol: //www.projectlearnet.org/tutorials/social_competence.html This article contains specific information sing societal competency, better known as societal accomplishments. We use the term societal competency instead than the more normally used term societal accomplishments because the term accomplishments suggests that dry run of certain socially positive behaviors is all that a individual requires being socially effectual. In add-on, the precise abilities or actions associated with societal competency differ from one societal puting to another and from one societal group to another. Social competency includes, but is non reserved to effectual societal communicating. Critical to societal achievement is holding knowing, empathic, and capable communicating spouses. A natural and sensible value for effectual societal behavior is care of a sating societal coaction. Social competency is indispensable to a individual with a developmental disablement making their ends. When you are partaking in individual centered be aftering it is highly of im port to guarantee the person you are helping includes societal accomplishment development into their life program. Rose, J. ( 2006 ) . Individual Risk Management Planning ( IRMP ) . Retrieved February 12, 2010, from Irwin Seigal Agency Inc. : hypertext transfer protocol: //tucollaborative.org/pdfs/Toolkits_Monographs_Guidebooks/community_inclusion/Increasing_the_Presence_and_Participation_of_People_with_Psychiatric_Disabilities.pdf This subdivision of an article is about Individual Risk Management ( IRMP ) . IRMP is a process that is entirely built on an person s capablenesss and aims. It is a reconciliation of hazard and wages. Risk direction should foreground safety steps and tactics that will turn to concerns and generate fortunes where hazard is accomplished and just whenever possible. A hazard direction system is constructed upon a strong procedure for observing unreasonable hazard. A hazard direction construction must measure the ability of an person to do knowing picks and to larn from those picks with the duty of back uping an person to be safe. The end of hazard direction planning is to sort possible hazards and to implement patterns that will eliminate or decrease loss consequence. The function of the supplier and the person s squad is to observe those potentially bad experiences , to implement an individualised hazard direction program. Liability is a portion of everyone s life and it should non be excluded from an person s life program. Blaney, J. B. ( n.d. ) . Closing the Gap between Vision and Reality: Building Person-Centered Organizations. Retrieved January 19, 2010, from Reinventing Quality: hypertext transfer protocol: //www.reinventingquality.org/docs/blaney.pdf This papers contains pronounced information on leading in individual centered planning organisations. In the person-centered organisation, authorization and answerability must be distributed throughout the system of person-centered squads. The issue is non of place or rubric of the leader, but of what authorization, information, resources and answerability does this squad or squad member require in order to back up life alterations for the person that make a difference. One of the echt functions as described above is that of the Direct Support Professional ( DSP ) . The DSP becomes an sceptered leader within a person-centered squad. The DSP will work closely with the person to guarantee the planning procedure is traveling, as they want. If team members have problem in doing determinations or taking duty, the DSP pursues confirmation of the concern every bit good as answerability of the squad. Leadership is indispensable for Developmental Service Workers when implementing individual c entered planning in the organisations they work with. Smull, M. W. ( 1946 ) . Positive Rituals and Quality of Life. In J. OBrien, A ; C. L. OBrien, a small book about Person Centered Planning ( pp. 51-54 ) . Toronto: Inclusion Press. This subdivision of the book about individual centered planning contains information about rites and a individual s quality of life when populating with a developmental disablement. Conceivably, it is the absence of aware contemplation that has led us to negligence in the function of ritual in the quality of life of people with disablements. It is necessary for those of us who support people with disablements to willfully contemplate the function of ritual and to see the presence of positive rites. Rituals begin every twenty-four hours with our forenoon modus operandis. Support workers besides need to retrieve that some rites are rites of comfort. For Persons with a disablement support worker frequently forget that rites are normal. Not merely are rites apart of standardization but they straight affect a individual s quality of life. A individual with a developmental disablement has the right to hold rites and a individuals desired rites must be considered in individual centered plan ning. In decision, this annotated bibliography contains cardinal points, thoughts, and procedures for individual centered/directed planning. I have learned so much while composing this bibliography, and now have an consciousness of the different types, country, fortes, and beginnings to help a developmental service worker to guarantee they are educated and able to supply the best aid with individual centered planning. With this information, I have learned merely how really of import individual directed planning is, every bit good as how intricate and of import the full procedure is. Person centered/directed planning is an indispensable tool for people with a developmental disablement.

Importance of Marketing on Organization's Goodwill Assignment

Importance of Marketing on Organization's Goodwill - Assignment Example G. and. Schneider, 1995). This is achieved by providing clients with company’s production. That’s why marketing is considered to be the one of the leading functions of the strategic management. For a great number of organizations marketing is the key function that secures their successful activity depending on how they follow their goals and which strategies they realize. Kotler & Keller (2012) state that according to the philosophy of management, the company should avoid just making unfavorable products trying to sell them to the client by all means, and in this case marketing is becoming something more than separate function of management (Kotler & Keller, 2012). In the modern world marketing influences all the spheres of company’s activity. The concept â€Å"goodwill† implies the readiness of the buyer to pay bigger or smaller sum of money than the net assets of the company that he wants to purchase may cost. The goodwill can be positive or negative. In many cases business owners tend to overestimate the influence of their intangible assets and as a result the realized value of business increases substantially (Massoud, M. F. and Raiborn, C, 2003). It is important to take into account the fact that intangible capital should convert into income and the index of this income should be substantially higher than the market average one. The given paper will discuss the importance of marketing for establishing goodwill. The review of literature will be implemented in order to answer the question. The main goal is to investigate the importance of marketing on organization’s goodwill Literature review a) The notion of goodwill According to Johnson and Petrone (1998), goodwill is a strong management team and developed market strategy, high level quality of production, high credit measures as well as corporate culture and favorable location, good relations with suppliers (Johnson and Petrone, 1998). Day states that â€Å"goodwill is the difference between the value of a business enterprise as a whole and the sum of the current fair values of its identifiable tangible and intangible net assets. Net assets are the assets that are left after subtracting the company’s liabilities. Goodwill is only recorded when its amount is substantiated by an arm’s-length transaction. Goodwill cannot be sold or acquired separately but has to be included in a purchase with the net assets of a business enterprise† (Day 2008: 1). It is clear that the cost of organization that is represented by the single property complex differs much from the assets and liability cost of the organization. The great amount of mergers and takeovers in the USA and Europe can serve as a proof of such statement. It is enough to recollect the time when companies were bought by the sums of money, which were considerably bigger or smaller than the cost of company assets (Samuelson, 1996). The difference between these two indicators is ca lled goodwill. It means that brand is less valuable in case if it fails the competitive struggle and does not allow to sell the product at the higher price than the similar product of the competitors is sold at. Accrodign to Stolley (2013), in this case goodwill is negative and has a negative impact on the final cost of the company. It can be easily explained as it will be more difficult to realize the production with the same tangible assets than with the positive goodwill (Stolley, 2013). b) The evaluation of goodwill According to Wang, the estimation is made with the help of management account and provides the owners and managers with the important information (Wang, 1995). In order to find the answer to the question, it is essential to determine how the goodwill is

The Case of Spirit Airlines Study Example | Topics and Well Written Essays - 1500 words

The of Spirit Airlines - Case Study Example The flights operate chiefly from and to South Florida, Latin America along with the Caribbean. The airline focuses on capturing the market of people traveling by air with the low fares. They believe that this market of air travelers have always been served with high costs and their strategy of low airfares grant them the prospect of continuous growth. This prospect also facilitates their sustained existence in the industry. The company employs the model of the ultra-low-cost carrier (ULCC) in their business. This model of ULCC assists the company to make available their services at low-fares which entails the fundamental service. The company also offers an assortment of elective services that can be availed with the help of extra charges. The company generally targets the people who are leisure travelers with the help of their low-cost services. Their unique services and low airfares have earned them immense popularity in the US placing them among the best airline companies in the co untry in spite of the increase in the fuel prices. The biggest strength that has placed the company among the best airlines companies is their low-cost design. The operating expenses of the company were stated to be one of the lowest amongst all the airlines' companies functioning in the US. It is believed that this advantage of cost enables them to defend their position in the airline's industry and facilitates them to make available such low fares in the market, keep up the working margins and hold up the constant development and expansion. Although, the airlines had to increase their costs of tickets from the year 2009-2010 owing to the boost in the fuel prices they still managed to keep up their revenue and be counted among the best airlines of the US.  

Dead and Breakfast Essay Example for Free

Dead and Breakfast Essay The person who killed dusty could have been anyone of these people, they all had motive but only one of them was desperate enough to kill one of his closest friends. (7:20)The murderer must have been wearing gloves when he set the table again because he left traces of sodium, carbon, iron, and gold. When the Murderer saw his chance, he took it. 7:25)Right when the table had been set and no one was around he slipped the Potassium cyanide into Dustys cup. Now potassium cyanide is a hard thing to come by and only someone who had worked with it for many years would have known the right amount to give to Dusty to make him drop dead. (7:35) Dusty returns down stairs to finish his breakfast. (7:40) Dusty takes one drink then five minutes later he drops dead. Now let me fill you in on how all this evidence plays into this. Mr. Horace Throat had been experiencing some money problems with the mob and really need this auction to go well. Horace was counting on Dusty to help him out but when he let him down, he snapped. Horace had been working in metal finishing for many years and he used the same gloves as he did to work as he did to place the cyanide in the drink, which is how the traces of gold ended up on the table. Second Dusty was the only one of that group of people who had already had potassium cyanide on him because he was already doing work for Dusty. Horace Throat killed one of his closest friends and best buyers of many years just for money to pay off the mob.

Cyber Bullying Essay -- Why we must stop cyberbullying

The rise in technology has influenced our lives with the use of social networking sites and electronic devices predominant with today’s youth. What many adults are unaware of is bullying exists in many forms and is more common in the cyber world. In 2012, CBC news reporter Joan Leishman , aired â€Å"Cyber-bullying,† she describes a story about a student named David Knight’s unbearable life entering the Internet. Later in 2014, Rachel Simmons, a former Rhodes Scholar and the founding director of the Girls Leadership Institute, wrote an article titled â€Å"Cyberbullying Is a Growing Problem.† Simmons article addressed the impact of cyber bullying in the 21st century and actions school officials and parents overlooked when they are unaware of their child’s Internet activities. The increasing use of social network sites like Facebook, Twitter, Google+ and numerous others allows bullies to go beyond verbal bullying to become cyber bullies. Leishman takes a closer look into a victim of cyber bullying and interviews David, from Burlington, Ont., about his life living through cyber bullying. In David’s case, bullying did not begin on the Internet, but at school. The taunting, teasing, and punching for years later led to harassments on the Internet, including the humiliation and unbearable struggle David had to endure. David was uninformed about what someone put on the Internet about him until his classmates sent him a message on the Internet. David’s life took a drastic turn when he found an entire website dedicated to him where he is made fun of with photos and vile comments. Not only was David’s humiliation starting to escalate, but also the cyber bully asked others to evoke the same insults by posting lewd and sexual comments. D... ... our ideas where people cannot actual see you. The surge of technology creates enablers of cyber bullying, who do not have to approach their victim directly, but resort to online communication without any interference. I think cyber bullying is a way of cyber bullies not apprehended for their actions, and consequences are not used; since, adults are not there to actually see the bully and the victim unless in person. Cyber bullying inflicts harm on the individual causing the individual humiliated in front of the global web where people are constantly conversing and looking up stuff on the Internet. Works Cited Leishman, Joan. "CBC News Indepth: Bullying." CBCnews. CBC/Radio Canada, 10 Oct. 2012. Web. 02 Mar. 2015. Simmons, Rachel. "Cyberbullying Is a Growing Problem." Policing the Internet. The Washington Post Company, 28 Sept. 2014. Web. 19 Feb. 2015.

Mkt100 Textbook – Chapter 1

SECTION ONE Assessing the Marketplace CHAPTER 1 Overview of Marketing CHAPTER 2 Developing a Marketing Plan and Marketing Strategies APPENDIX 2A Writing a Marketing Plan CHAPTER 3 Analyzing the Marketing Environment CHAPTER 1 Learning Objectives After studying this chapter, you should be able to 1. LO1 Define marketing and explain its core concepts 2. LO2 Illustrate how marketers create value for a product or service 3. LO3 Summarize the four orientations of marketing 4. LO4 Identify the role of customer relationship management in creating value 5.LO5 Explain the importance of marketing both within and outside the firm M arketing is essentially about creating value for consumers and the company's shareholders. As you will learn throughout this book, creating value for consumers and the firm requires that marketers develop and nurture long-term, profitable relationships with consumers. This means that marketers must understand consumers' needs and wants and try to satisfy them through the goods and services they offer, the prices they charge, and the way they promote and deliver the goods and services.Let's take a look at how one of Canada's most successful and profitable high-tech companies, Research In Motion (RIM), is creating and delivering value to its consumers and shareholders with its BlackBerry. 1 The BlackBerry is one of Canada's most successful and innovative products. It changed not only the way business executives and professionals communicate, but also the speed and timeliness with which decisions are made. Users around the world attest that the BlackBerry enhances their ability to access key corporate information and connect with co-workers anywhere, anytime.The resulting efficiency means that business deals are made more quickly and key decisions are communicated to stakeholders even when they are on the golf course. The BlackBerry smartphone has become the one device that many business people can't live without. The BlackBerry was designed for w ireless email use. Within a few years of its release, it became the dominant device in the market. Not surprisingly, BlackBerry's market position is consistently challenged by new rivals, such as Apple's iPhone, HTC's Droid Incredible, and Palm's Pre.The iPhone, launched in 2007, created huge buzz and took the smartphone market by storm, gaining more than 25 percent market share in less than three years and becoming the second most popular smartphone. Google's Android, a recently launched operating system (OS) for smartphones, has more than doubled its market share in 2 less than a year. Page 4 To consolidate and grow its market position, RIM successfully entered into the consumer market segment 3 with two hugely popular smartphones, the BlackBerry Curve and the BlackBerry Torch.Consumers quickly adopted both of these smartphones, challenging the market segment where the iPhone is the current favourite. In response, Apple is now trying to gain a foothold in RIM's lucrative business market. The battle between the BlackBerry and the iPhone has many industry analysts pointing to the BlackBerry's weaknesses, such as a lack of applications and a challenging user interface. To silence its critics, RIM released the BlackBerry 6, with a new OS, user interface, and WebKit browser, while also 4 revamping its BlackBerry App World.Although apps and web browsing are all the rage, email access is what drives many voice-only customers to upgrade their plans to include data services, and this area has been the BlackBerry's strength. The BlackBerry also uses wireless networks more efficiently than competing devices, which means that carriers such as Rogers and Bell can offer data services to BlackBerry customers for less money than customers pay to use competing products. In fact, telecom carriers are feeling the squeeze from data 5 hungry smartphones and have responded by introducing usage-based billing for data services.This change could affect consumers' monthly bills, whic h could, in turn, influence their buying decision. RIM co-CEO Jim Balsillie has said that carriers are well aware of how profitable the BlackBerry is for their business and how strategically RIM is aligned with them. Clearly, the BlackBerry has some unique advantages over its competitors. Despite fierce competition, RIM's sales grew from US$85 million in 2000 to US$19. 9 billion in 2011. W ithin this same period, the company increased its workforce from about 1000 employees to more than 17 500 employees, of which 3200 are in sales, marketing, and customer support.RIM spent US$1. 9 billion on sales and marketing in fiscal year 2010. Currently, RIM has more than 41 million subscribers globally. In addition to meeting its customer needs with an impressive portfolio of innovati ve products, RIM has made excellent customer service a top priority. It has increased the number of employees providing customer care, improved the number of service contracts to users, and developed training pro grams for corporate customers. This customer focus helps RIM ensure that BlackBerry is â€Å"Always On, Always Connected,† satisfying users who demand information in real time. Page 5What Is Marketing? Unlike other subjects you may have studied, marketing is already very familiar to you. You start your day by agreeing to do the dishes in exchange for a freshly made cup of coffee. Then you fill up your car with gas. You attend a class that you have chosen and paid for. After class, you pick up lunch at the cafeteria, have your hair cut, download a few songs from iTunes, an online music store, and watch a movie. In each case, you have acted as the buyer and made a decision about whether you should part with your time and/or money to receive a particular service or type of merchandise.If , after you return home from the movie, you decide to auction a collectible item on eBay, you have become a seller. In each of these transactions, you were engaged in marketing because you were exchanging something of value that satisfies a need. This chapter will look at the definition of marketing and at how marketing is used to create value in products or in services. We will see how the interrelated marketing mix—or four Ps—create, transact, communicate, and deliver value. As well, we will look at where marketing happens and how it has evolved over the years into today's concept of value-based marketing.Lastly, we will discuss why m arketing is an important function for any successful firm. Refer to the chapter roadmap to guide you through the chapter contents. The Canadian Marketing Association states that â€Å" Marketing is a set of business practices designed to plan for and present an organization's products or services in ways that build effective customer 6 relationships. † What does this definition really mean? Good marketing is not a random activity; it requires thoughtful planning with an emphasis on the ethical implications of any of tho se decisions on consumers and society in general.Firms develop a marketing plan that specifies the marketing activities for a specific period of time. The marketing plan is broken down into various components —how the product or service will be conceived or designed, how much it should cost, where and how it will be promoted, and how it will get to the consumer. In any exchange, the buyer and the seller should be satisfied with the value they obtained from a transaction. In our earlier example, you sh ould be satisfied or even delighted with the song you downloaded, and Apple should be satisfied with the amount of money it received from you.The core aspects of marketing are shown in Exhibit 1. 1. Let's see how they look in practice. CHAPTER ROADMAP EXHIBIT 1. 1 Core Aspects of Marketing Page 6 1. LO1 Marketing Is About Satisfying Customer Needs and Wants Understanding and satisfying consumer needs and wants is fundamental to marketing success. A need is when a person feels de prived of the basic necessities of life, such as food, clothing, shelter, or safety. A want is the particular way in which the person chooses to fulfill his or her need, which is shaped by a person's knowledge, culture, and personality.For example, when we are hungry, we need something to eat. Some people want a submarine sandwich to satisfy that hunger, whereas others want a s alad and some soup instead. The topic of understanding customer needs is described in detail in Chapter 5, whichdeals with consumer behaviour. To understand customer needs and wants, the company must first identify the customers or market for its product or service. Generally, the market for a firm's offerings consists of all consumers who need or want a company's products or services and have the ability and willingness to buy them.Although marketers would prefer to sell their products and services to everyone, it is not practical to do so. Thus, marketers divide the market into subgroups or segments of peop le to whom they are interes ted in marketing their products, services, or ideas. For example, even though the marketplace for toothpaste users may include most of the people in the world, the makers of Crest could divide the market into adolescent, adult, and senior users, or perhaps into wine and coffee drinkers, people with sensitive gums, and denture users.If you manufacture toothpaste that bleaches and removes stains, you want to know for which market segments your product is most relevant and then make sure that you build a mark eting strategy that meets the needs and wants of the target groups or target market. The process of how companies segment the market for their products and services and then choose which segment to target and how best to reach that segment is described in Chapter 7. The process of identifying customer segments the company wants to target with its products and services requires market research.The types of market research that help marketers make good de cisions about various aspects of the marketing mix ar e discussed in Chapter 4. Page 7 Marketing Entails Value Exchange Video: The Bottled Water Industry Marketing is about an exchange—the trade of things of value between the buyer and the seller so that each is better off as a result. As depicted in Exhibit 1. 2, sellers provide goods or services, then communicate and facilitate the delivery of their offering to consumers.Buyers complete the exchange by giving money and information to the seller. Suppose you learn about a new Justin Bieber album when watching MTV, which gave a review of the album and mentioned that it was available online at iTunes. You go online and purchase the album. Along with gathering your necessary billing and shipping information, iTunes creates a record of your purchase: information that may be used in the coming months to inform you of the release of Bieber's next album or of his next concert in your area. Thus, in ddition to making money on this p articular transaction, iTunes can use the information you provided t o facilitate a future exchange and solidify a relationship with you —additional value for both you and iTunes. When you purchase a new Justin Bieber album, you are engaging in a marketing exchange. You get the songs, and the exchange partners get money and information about you. EXHIBIT 1. 2 Exchange: The Underpinning of Seller–Buyer Relationships Page 8 1. LO2 Marketing Requires Product, Price, Place, and Promotion Decisions Marketing traditionally has been divided into a set of four interrelated decisions known as the marketing 7 ix, or four Ps: product, price, place, and promotion, as shown in Exhibit 1. 3. Together, the four Ps comprise the marketing mix, which is the controllable set of activities that the firm uses to respond to the wants of its target markets. But what does each of them mean and how do they work together to create value for consumers? EXHIBIT 1. 3 Marketing Mix Decisions Active Exhibit: Exhibit 1. 3 – Marketing Mix Decisions Product: Creating Value One main purpose of marketing is to create value by developing a variety of offerings, including goods, services, and ideas, to satisfy customer needs.Take, for example, water. Not too long ago, consumers perceived this basic commodity as simply water. It came out of a faucet and was consumed for drinking and washing. But taking a cue from European firms such as Perrier (France) and San Pellegrino (Italy), several Canadian-based firms, such as Clearly Canadian, Canadian Springs, and Montclair, have created a product with benefits that cons umers find valuable. In addition to easy access to water, an essential part of this created value is the product's brand image, which lets users say 8 to the world, â€Å"I'm healthy,† â€Å"I'm smart,† and â€Å"I'm chic. Recently, however, there is growing opposition t o bottled water, which not only makes it seem socially unacceptable, but also has se en some organizations banning the sale of bottled water on their premises. For example, the University of Ottawa has banned the sale of bottled water on campus, declaring itself a bottled water–free zone; it has set aside $75,000 to 9 install new water fountains across the campus. Clearly Canadian has created a product with benefits that consumers find valuable. Many offerings are a combination of goods and services.At a Taylor Swift concert, you can enjoy the concert (a service) and buy her CD (a good). Page 9 Goods are items that you can physically touch. Roots clothing, Molson Canadian beer, Kraft Dinner, and countless other products are examples of goods. Carmen Creek Gourmet Meats, a small Calgary-based company specializing in the marketing and distribution of grade A Canadian bison, demonstrates how a company offers value to customers. It provides exquisite gourmet bison meat that is raised, processed, and delivered using appropriate animal health practices. (SeeEntrepr eneurial Marketing 1. later in this chapter. ) Unlike goods, services are intangible customer benefits that are produced by people or machines and cannot be separated from the producer. Air travel, banking, insurance, beauty treatments, and entertainment all are services. If you attend a hockey or football game, you are consuming a service. Getting money from your bank by using an ATM or teller is another example of using a service. In th is case, cash machines usually add value to your banking experience by being conveniently located, fast, and easy to use. Many offerings represent a combination of goods and services.When you go to Hakim Optical, for example, you can have your eyes examined (service) and purchase new contact lenses (good). If you enjoy Taylor Swift's music, you can attend one of her concerts, which can be provided only at a particular time and place. At the concert, you can purchase one of her CDs —a tangible good that provides you with a combination of a go od and a service. Ideas include thoughts, opinions, philosophies, and intellectual concepts that also can be marketed. Groups promoting bicycle safety go to schools, give talks, and sponsor bike helmet poster contests fo r the members of their primary target market: children.Then their secondary target market segment, parents and siblings, gets involved through their interactions with the young contest participants. The exchange of value occurs when the children listen to the sponsor's presentation and wear their helmets while bicycling, which means they have adopted, or become â€Å"purchasers,† of the safety idea that the group marketed. In Chapters 8,9, and 10 of this book, you will learn much more about the decisions, theories, applications, and strategies of product and services marketing. Price: Transacting Value Everything has a price, though it doesn't always have to be monetary.Price, therefore, is everything the buyer gives up—money, time, energy—in ex change for the product. Marketers must determine the price of a product carefully on the basis of the potential buyer's belief about its value. For example, Air Canada can take you from Toronto to Vancouver or New York. The price you pay depends on how far in advance you book the ticket, the time of year, whether you want to fly economy or business class, and more recently whether or not you have luggage to check in. Passengers are charged a fee if they have more than one piece of check -in luggage.If you value the convenience of buying your ticket at the last minute for a ski trip between Christmas and New Year's Day and you want to fly business class, you can expect to pay four or five times as much as you would for the cheapest available ticket. That is, you have traded off a lower price for convenience. For marketers, the key to determining prices is figuring out how much customers are willing to pay so that they are satisfied with the purchase and the seller achieves a reasonab le profit. In Chapter 11, you will learn much more about pricing concepts, decisions, and strategies.The Country Grocer was Canada's first independently owned grocery store to sell groceries online. Place: Delivering Value The third P, place, describes all the activities necessary to get the product from the manufacturer or producer to the right customer when that customer wants it. Place decisions are concerned with developing an efficient system for merchandise to be distributed in the right quantities, to the right locations, and at the right time in the most efficient way in order to minimize systemwide costs 10 while satisfying the service levels required by their customers.Many marketing students initially overlook the importance of distribution management because a lot of distributio n activities occur behind the scenes. But without a strong and efficient distribution system, merchandise isn't available when or where customers want it. They are disappointed, and sales and pro fits suffer. Place or distribution activities and decisions are discussed in detail in Chapter 12. To illustrate how distribution delivers value, consider the experience of The Country Grocer, a small Ottawa-based independent grocery store.The Country Grocer was the first independently owned grocery store in Canada to offer online groceries. You might think that because the store is independent, customers would live within a couple of kilometres of it. On the contrary, The Country Grocer (www. thecountrygrocer. com) gets more than 30 percent of its online sales from the eastern Arctic (Iqaluit) and about 5 percent of its business from customers in the United States. Customers place their orders 11 through the website, and The Country Grocer ensures that their purc hases are delivered on time.Promotion: Communicating Value Even the best products and services will go unsold if marketers cannot communicate their value to customers. Countless Internet companies failed in the late 1990s, at least partly because they did not communicate successfully with their customers. Some such firms had great products at very fair prices, but when customers could not find them on the Internet, the companies failed. Promotion is communication by a marketer that informs, persuades, and reminds potential buyers about a product or service to influence their opinions or elicit a response.Promotion generally can enhance a product or service's value, as happened for Parasuco jeans. The company's provocative advertising has helped create an image that says more than â€Å"Use this product and you will look good. † Rather, the promotion sells youth, style, and sex appeal. The four Ps work together. Although marketers deliver value through each of the four Ps individually, they can deliver greater value to consumers by configuring the four Ps as a whole rather than by treating them as separate components.That is, the product or service offered must satisfy the target customers' spe cific needs and wants, be priced appropriately, be available at loc ations where customers want it, and be promoted in a manner and through media that are consistent with the target consumers. For instance, luxury or high-fashion items from retailers such as Coach, Louis Vuitton, and Swarovski are well -made, priced at a premium, available at exclusive locations, and promoted only in certain media where the advertisements emphasize style, fashion, sex appeal, and so on.Parasuco is known for its provocative advertising, which appears on billboards and uses celebrities to market its denim lines. Page 11 Marketing Is Shaped by Forces and Players Within the Firm A company's marketing activities are shaped by factors that are both internal to the firm and external to the firm, as shown in Exhibit 1. 4. The consumer is the centre of all marketing activities, and offering the best value possible will attract customers to products and keep them loyal.For marketers to deliver the best value to their customers, they must leverage the full potential of their internal capabilities; w ork effectively with their partners (i. e. , suppliers, distributors, and other intermediaries, such as financial institutions, advertising agencies, and research firms); and constantly evaluate and respond to the competitive environment. EXHIBIT 1. 4 Understanding the Marketing Environment Page 12 As described in the chapter vignette, RIM's success rests in the unique email capability of the BlackBerry, coupled with excellent customer service.RIM harnesses its internal capabilities by creating a custome rdriven organization, where all internal departments and functions share information and work collaboratively toward a common goal, balance costs with benefits, and build strong relationships with customers. In addition, RIM relies on corporate partners, such as Rogers, TELUS, and Bell, to sell its BlackBerry devices, so it is hardly surprising to hear RIM co-CEO Jim Balsillie making the poin t that carriers are aware of how profitable the BlackBerry is for their businesses.RIM's competitors have improved the value they offer to customers; thus, it is imperative for RIM to enhance its value to customers, or else it could be overtaken by the competition. Suppliers or even natural disasters can exert substantial influence on a company's marketing activities, sometimes with devastating consequences. In March 2011, a tsunami and earthquake in Japan destroyed several nuclear reactors, disrupting power and industrial production in Japan. This natural disaster also affected North American companies that relied on Japanese suppliers or inputs.For example, both Honda and Toyota severely cut back on the production of their 2011-model vehicles because of a shortage of electronic components and other parts that were usually imported from Japan. This reduction created a huge shortage of vehicles among Japanese dealerships in Canada and the United States during the spring season, one of the best 12 seasons for new-car sales. Marketing Is Shaped by Forces and Players External to the Firm External forces such as cultural, dem ographic, social, technological, economic, and political and legal changes shape a company's marketing activities, as shown in Exhibit 1. . For instance, two current social trends that are reshaping the marketing activities of most firms are concerns about the environment and obesity. In response to these concerns, marketers are beginning to use more environmentally friendly packaging for their products; some companies are even using alternative materials in the products themselves. In response to the obesity trend, marketers try to distinguish their products by using labels such as non-fat, low-fat, fat-free, sugar-free, and cholesterol-free. Similarly, food retailers are responding to demographic changes in Canada's population composition.Because the prop ortion of Chinese and South Asian people in Canada is on the rise and is forecasted to increase in the next decade, many food retailers have developed products and services that cater specifically to the needs of these groups. Sobeys's FreshCo store format demonstrates a prime example of a retailer trying to reach out and serve these Canadians. The store's layout, merchandise, level of service, and prices cater specifically to the needs of this segment of the Canadian demographic. The influence of all of these forces is discussed in greater detail inChapter 3. Sustainable Marketing 1. shows how marketers are trying to become more socially responsible in their business practices. Marketing Can Be Performed by Both Individuals and Organizations Imagine how complicated the world would be if you had to buy everything you consumed directly from producers or manufacturers. You would have to go from farm to farm buying your food and then from manufacturer to manufacturer to purchase the table, plates, and utensils you need to eat that food. Fortunately, marketing intermedia ries, such as retailers, accumulate merchandise from producers in large amounts and then sell it to you in smaller amounts.The process in which businesses sell to consumers is known as B2C (business-to-consumer) marketing, whereas the process of selling merchandise or services from one business to another is called B2B (business-to-business) marketing. Some companies, such as GE (General Electric), are engaged in both B2B and B2C marke ting at the same time. However, with the advent of various auction sites, such as eBay and Kijiji, and payment sites, such as PayPal, consumers have started marketing their products and services to other consumers, which requires a third category in which consumers sell to other consumers, or C2C (consumer-to-consumer)marketing.These marketing transactions are illustrated in Exhibit 1. 5. Individuals can also undertake activities to market themselves. When you apply for a job, for instance, the research you do about the firm, the resume and cover lett er you submit with your application, and the way you dress for an interview and conduct yourself during it are all forms of marketing activities. Accountants, lawyers, financial planners, physicians, and other professional service providers also market their services. EXHIBIT 1. 5 Marketing Can Be Performed byBoth Individuals and Organizations Page 13 Sustainable Marketing 1. 1 Green Your Marketing Practices The idea of sustainable development, or sustainability, is popular these days among groups representing various segments of society such as the media, environmentalists, nonprofit organizations, politicians, business executives, and even consumers. But what exactly does sustainability mean, how widespread is the adoption of sustainable development practices and policies among businesses, and what are the benefits of sustainability?You might be surprised to learn that sustainability seems to mean different things to different people. Fo r instance, a recent global survey of 1749 business executives by McKinsey & Company reported that 55 percent say that sustainability is about managing environmental issues such as greenhouse gas emissions, energy efficiency, waste management, green-product development, and water conservation. Further, 48 percent say it is about governance issues such as complying with regulations, maintaining ethical practices, and meeting accepted industry standards, and 41 percent say it includes the 13 anagement of social issues such as working conditions and labour standards. In a nutshell, it seems that organizations that practise sustainability must strive to conduct their business in such a way as to minimize harm to the environment, follow good governance practices, and comply with social standards. Indeed, a truly comprehensive and proactive approach to sustainability requires that businesses develop practices and policies around all three perspectives: environmental, governance, and social.This means that sustainability practices and policies must be embedded in all facets of the organization, from human resource management to manufacturing, marketing, production, planning, investments, and corporate strategy. Also, sustainability must involve all employees, from t he CEO to the employee on the shop floor. Implementing a comprehensive sustainability program is quite expensive and so many businesses tend to do the bare minimum or implement low-cost programs.In fact, according to the McKinsey Global Survey, 36 percent of executives believe that the main benefit of sustainability is that it improves corporate and brand reputation, while less than 20 percent believe that it improves operational efficiency, lowers costs, presents growth opportunities (new markets and products), or strengthens competitive position. Clearly, we are in the early stages in the adoption of sustainability policies and practices, and it is not unusual for there to be experimentation and feelings of euphoria, uncertainty, and confusion.O rganizations and executives tend to get better as their learning improves over time. We expect to see a greater number of organizations being more proactive in implementing sustainability policies and practices. Throughout this book, we will present various examples of sustainable marketing efforts undertaken by Canadian companies. Page 14 Social Media Marketing 1. 1 What Is Social Media? W hen you hear the term social media, chances are you immediately think of Facebook, YouTube, MySpace, Twitter. Initially, many of these sites were viewed as places where people connected just for fun.Things have changed dramatically over the last couple of years. Today, marketers are euphoric about the marketing potential of these sites. Not surprisingly, a major preocc upation of marketers these days concerns developing an integrated social media marketing strategy. So, what exactly is social media? It's not an understatement to say that there are as many definitions of social media as there are flavours at a Baskin-Robbins ice cream store. In fact, a quick Google search revealed more than 25 definitions, an indication of the diversity of these media.Considering the various definitions of and the use of social media leads us to the following simple definition: Social media is the use of Internet tools and software by individuals to easily and quickly create and share content, such as information, knowledge, and insights, with people who have similar interests to foster dialogue, social relationships, and personal identities. Participants act as both publishers and consumers by creating, sharing, or re-mixing content, such as videos, images, and texts.Social media conversations and relationships may move freely between the online and physical context. That is, they may originate online and continue offline, or vice versa. Openness, authenticity, and transparency are key 14 elements of effective social media. Social media is important to marketers for several reasons. First, more than 90 percent of Canadian Internet users are actively engaged with social media, with each visitor interacting with it for an average of 15 6. 5 hours per month and downloading an average of 120 videos per month.Social media is an excellent way to reach these consumers. Second, consumers are already carrying on conversations about companies, their brands and services; therefore, to be part of the conversation or to initiate conversations, companies must participate in social media. Third, social media enables marketers to accomplish many marketing goals, such as promoting corporate social responsibility, building customer relationships, enhancing customer service, building or defending their brands, engaging customers in research and new product development, and recruiting talent.Although social media is currently very popular among retail businesses and the consumer packaged goods industry, interest from firms of all sizes, all industries, and all types (B2B, B2C, and C2C) a re increasing daily. To illustrate how marketers are embracing this ever -changing world of social media, we have developed Social Media Marketing boxes for each chapter of this book. For a visual look at the impact of social media on the world around us, you may want to view a video called Social Media Revolution, which is available on YouTube. Sources: â€Å"What is Social Media? A not so critical review of concepts and definitions,†http://blog. etaroll. com/2008/11/14/what-is-social-media-a-not-so-critical-review-of-concepts-anddefinitions/(accessed December 2, 2009); Joseph Thornley, â€Å"Social networking isn't just about Facebook,†http://www. itworldcanada. com/blogs/ahead/2009/04/08/social -networking-isnt-just-aboutfacebook/48460/(accessed December 2, 2009); Joseph Thornley, â€Å"What is ‘social media’? † http://propr. ca/2008/what-issocial-media/ (accessed December 2, 2009); ComScore, www. comscore. com, 2009. Regardless of whether organi zations or individuals are engaged in B2B, B2C, or C2C marketing, one thing seems to be clear: social media is quickly ecoming an integral part of their marketing and communications strategies. Social media was widely used in the 2011 federal election in Canada, as politicians tried to win the hearts and minds of Canadians. Even more dramatically, social media played a major role in the crises observed in several Mideast countries. Social media was used to organize protesters and to report news of events in these countries to the res t of the world as they unfolded in real time. Social Media Marketing 1. 1 shows how marketers are using social media to reach out to their customers. Marketing Occurs in Many SettingsMost people think of marketing as a way for firms to make profits, but ma rketing works equally well in the nonprofit sector. Think about what influenced your selection of your college or university, other than family, friends, and convenience. It's likely that your college has a sophisticated marketing program to attract and retain students. Hospitals, theatres, charities, museums, religious institutions, politicians, and even governments rely on marketing to communicate their message to their constituents. A Piece of Africa buys art from African artists and, through its website (www. izinsa. com/apieceofafrica), makes that art available to customers all over the world, thereby creating a market that otherwise would not exist. Page 15 In addition, marketing isn't useful only in countries with well-developed economies. It can also jump-start the economies of less developed countries by actually putting buyers and sellers together to create new markets. A Piece of Africa, for example, buys art from African artis ts and, through its website, makes that art available to customers all over the world, thereby creating a market that otherwise would not exist.Customers become exposed to an array of products from various countries that previously would have b een available only through expensive galleries, and the tribal artists can spend their earnings locally, which stimulates the local economy. Furthermore, A Piece of Africa donates 3 percent of the online sales to goodwill projects in Africa, which solidifies its soci ally responsible appeal. Marketing is often designed to benefit an entire industry, which can help many firms simultaneously. The dairy industry has used a very successful, award-winning campaign with its slogan â€Å"Got Milk? aimed at different target segments. This campaign has not only created high levels of awareness about the 16 benefits of drinking milk, but also increased milk consumption in various target segments, possibly through the use of celebrities such as Hilary Duff and athletes such as soccer s uperstar David Beckham. Overall, this campaign benefits the entire dairy industry, not just one dairy farmer. The dairy industry's â€Å"Got Milk? † ad campaign has created high levels of awareness about the benefits of drinking milk and has increased milk consumption by using celebrities such as David Beckham in its ads.Now that we've examined what marketing is and how it creates value, let's consider how it fits into the world of commerce, as well as into society in general. Page 16 1. LO3 Marketing Helps Create Value Marketing didn't get to its current prominence among individuals, corporations, and society at large overnight. Over the last 100 years, marketing has evolved from an activity designed simply to produce and sell products to an integral business function aimed at creating value for consumers and the company's shareholders.As we have examined marketing practices over the years, we have observed four different marketing orientations or philosophies: product orientation, sales orientation, market orientation, and value-based orientation. Product Orientation Product-oriented companies focus on developing and distributing innovative products with little concern about whet her the products best satisfy customers’ needs. This philosophy is best illustrated by a famous quote made around the turn of the twentieth century by HenryFord, the founder of Ford Motor Company, who remarked, â€Å"Customers can have any colour they want so long as it's black. † Manufacturers believed that a good product would sell itself, and retail stores typically were considered places to hold the merchandise until a consumer wanted it. Companies with a product orientation generally start out by thinking about the product they want to build; they try selling the product after it is developed rather than starting with an understanding of the customers’ needs and then developing a product to satisfy those needs.Sales Orientation Companies that have a sales orientation basically view marketing as a selling function where companies try to sell as many of their products as possible rather than focus on making products consumers really want. These firms typicall y depend on heavy doses of personal selling and advertising to attract new customers. Companies with a selling orientation tend to fo cus on making a sale or on each transaction rather than building long-term customer relationships. They generally believe that if consumers try their products, they will like them.Market Orientation Market-oriented companies start out by focusing on what consumers want and need before they design, make, or attempt to sell their products and services. They believe that customers have choice and make purchase decisions based on several factors, including quality, convenience, and price. Basically, the â€Å"customer is king,† and the market is a buyer's market since consumers wield tremendous power. In this orientation, marketers’ role is to understand and respond to the needs of consumers and to do everything possible to satisfy them.Value-Based Orientation Most successful firms today are market oriented. 17 That means they have gone beyo nd a production or sales orientation and attempt to discover and satisfy their customers’ needs and wants. Better marketing firms recognized that there was more to good marketing than simply discovering and providing what consumers wanted and needed; to compete successfully, they would have to give their customers greater value than their competitors. 18 Value reflects the relationship of benefits to costs, or what you get for what you give.In a marketing context, customers seek a fair return in goods and/or services for their hard -earned money and scarce time. They want products or services that meet their specific needs or wants and that are offered at competitive prices. The challenge for firms is to find out what consumers are looking for and to attempt to provide those goods and services but still make a profit. Every value-based marketing firm must implement its strategy according to what its customers value.Depending on the specific product or service for sale, these valuable benefits could include speed, convenience, size, accuracy, price, cost-savings, or user-friendliness. Sometimes providing greater value means providing a lot of merchandise for relatively little mone y, such as Subway's foot-long subs for $5 or a diamond for 40 percent off the suggested retail price at Costco. But value is in the eye of the beholder and doesn't always come inexpensively. Satisfied Louis Vuitton customers probably believe the Vuitton clothing, bags, or shoes they buy are good value because they have received many benefits for a reasonable price.Similarly, teenagers may be willing to pay a premium for Apple's iPhone because of its extraordinary design and packaging, even though cheaper s ubstitutes are available. This is the power of marketing in general and branding in particular. Value-based marketing is examined in greater detail in the following section; however, the story of Carmen Creek described in Entrepreneurial Marketing 1. 1 illustrates aspects of value beyond monetary cost and price. Page 17 Entrepreneurial Marketing 1. 1 Carmen Creek: Meeting Customer Needs19In 2002, Kelly Long, Pieter Spinder, and Dean Andres joined forces to create Carme n Creek Gourmet Meats. The award-winning, Calgary-based company specializes in the marketing and distribution of grade A Canadian bison, which the Heart and Stroke Foundation's Health Check approves as a healthy substitute for red meat. Carmen Creek saw its revenues increase 15 times during its first year of operation and 18 times during its second year. The company was a finalist for the 2008 Ernst and Young Entrepreneur of the Year Award and won the 2008 Calgary Chamber of Commerce RBC Small Business of the Year Award.Carmen Creek attributes its success to its distinctive marketing strategy: it positions itself as a bison-specific producer with a commitment to quality and consistency to reach targeted markets. Carmen Creek brings value to its three target markets, consumers, retailers ( e. g. , Safeway Canada), and foodservice businesses (e. g. , Moxie's Classic Grill restaurant), in a variety of ways. Consumers can choose from an assortment of fresh and frozen bison meat, including bison burgers, bison steak, and prime rib.Retailers are provided with support in the form of recipe cards, a 1-800 help line, shelf danglers, shelf talkers, and in-store sampling booths. Foodservices customers are offered support through menu inserts, table toppers, and server incentives. In addition, Carmen Creek promises all of its customers exquisite gourmet bison meat that is grown, processed, and delivered using appropriate animal health practices, exceptional attention to detail, and superior safety. It provides all of this whi le guaranteeing the best prices that it can offer.Carmen Creek's quality products and competitive pricing is allowing it to successfully satisfy the demands of North American and European customers. Its commitment to building a value chain that embraces pro ducers, processors, and customers is allowing Carmen Creek to break into new markets. On February 27, 2007, Carmen Creek acquired all the shares of Grande Prairie Bison Company, along with its strong European customer base and distribution network. This acquisition opened the door for Carmen Creek to expand its European presence.The company is actively pursuing new European markets in Belgium, Luxembourg, and the Netherlands to add to its list of international customers, which currently includes Australia and Germany. Carmen Creek Gourmet Meats brings value to its customers beyond monetary cost and price. Carmen Creek carefully focuses the distribution of its investments in Canada, the United States, and Europe. Couple this with its diversified product offerings under a consistent and supported brand, and you get a recipe for success.The company's approach to market development and its unique strategy has launched Carmen Creek Gourmet Meats to the top of both Profit 50’s list of Canada's emerging growth companies and Profit 100’s list of Canada's fastest growing companies. What Is Value-Based Marketing? Consumers make explicit and/or implicit trade-offs between the perceived benefits of a product or service and their costs. Customers naturally seek options that provide the greatest benefits at the lowest costs. Marketing firms attempt to find the most desirable balance between providing benefits to customers and keeping their costs down, as illustrated in Exhibit 1. . EXHIBIT 1. 6 Value Page 18 To better understand value and to develop a value-based marketing orientation, a business must also understand what customers view as the key benefits of a given product or service and how to improve on them. For example, some benefits of staying at a Four Points by Sheraton hotel might include the high level of service quality provided by the personnel , the convenience of booking the room via Sheraton's website, and the overall quality of the room and me als offered. In broader terms, some critical benefits may be service quality, convenience, and merchandise quality.The other side of the value equation entails the firm's ability to provide either a better product/service mix at the same cost or the same level of quality and convenience for a lower cost. The customer's potential cost elements, in terms of value-based marketing strategies, for the Sheraton hotel in our example would include the price of the room and meals, the time it takes to book a room or check in at the hotel, and the risk of arriving at the hotel and finding it overbooked. How Firms Compete on the Basis of Value W ith such a simple formula, marketers should be able to deliver value consistently, right? Well, not exactly.In today's quickly changing world, consistent ly creating and delivering value is quite difficult. Consumer perceptions change quickly, competitors constantly enter markets, and global pressures continually reshape opportunities. Thus, marketers must keep a vigilant eye on the marketplace so they can adjust their offerings to meet customer needs and keep ahead of their competition. Value-based marketing, however, isn't just about creating strong products and services; it should be at the core of every firm's functions. For example, W almart does not serve those customers who are looking to impress their friends with conspicuous consumption.Rather, this store is for people who want convenient one-stop shopping and low prices—and on those values, it consistently delivers. But good value is not limited to just low prices. Although Walmart carries low-priced pots, pans, and coffee pots, cooking enthusiasts may prefer the product selection, quality, and expert sales assistance at a Paderno outlet. The prices there aren't as low as at Walmart, but Paderno customers believe they are receiving good value when they shop there because of the selection, quality, and service they receive.Even nonprofit organizations need to focu s on creating value to ensure the services they provide to stakeholders are of high quality while also minimizing the total fundraising required. How Firms Become Value-Driven Firms become value-driven by focusing on three activities (see Exhibit 1. 7). First, they share information about their customers and competitors across their own organization and with other firms that might be involved in getting the product or service to the marketplace, such as manufacturers and transportation companies.Second, they strive to balance their customers’ benefits and costs. Third, they concentrate on building relationships with customers. EXHIBIT 1. 7 Value-Oriented Firms Page 19 Sharing Information In a value-based, market-oriented firm, marketers share information about customers and competitors that has been collected through customer relationship management, and integrate it across the firm's various departments.The fashion designers for Zara, the Spain -based fashion retailer, for i nstance, collect purchase information and research customer trends to determine what their customers will want to wear in the next few weeks; simultaneously, the logisticians —those persons in charge of getting the merchandise to the stores —use the same purchase history to forecast sales and allocate appropriate merchandise to individual stores. Sharing and coordinating such information represents a critical success factor for any firm.Imagine what might happen if Zara's advertising department were to plan a special promotion but not share its sales projections with those people in charge of creating the merchandise or getting it to stores. Fashion designers for Zara, the Spain-based fashion retailer, collect purchase information and research customer trends to determine what their customers will want to wear in the next few weeks. They share this information with other departments to forecast sales and coordinate deliveries.Balancing Benefits with Costs Value-oriente d marketers constantly measure the benefits that customers perceive against the cost of their offering. In this task, they use a vailable customer data to find opportunities in which they can better satisfy their customers’ needs and in turn develop long -term loyalties. Such a value-based orientation has helped Canadian Tire and Walmart outperform other department stores, and WestJet Airlines and Southwest Airlines outperform mainstream carriers.Also, as noted in the chapter vignette, RIM offers its customers not only the innovative, feature -packed portfolio of BlackBerry products, but also high-quality customer service at a competitive price. By establishing contracts with wireless carriers such as AT&T and BellSouth, it gained a solid footing before competitors such as Nokia entered the market. RIM's marketing savvy in making customer value the centrepiece of its strategy is one of the reasons why it has been able to beat the competition. To provide a great value, U. K. b ased easyJet offers no food service and generally flies to and from out-ofthe-way airports. Until recently, it sometimes cost more to fly within Europe than to fl y from the United States to Europe. 20 But low-frills, low-cost carriers such as Ryanair and easyJet, modelled on Southwest Airlines and JetBlue Airways, now offer customers what they want: cheap intra -Europe airfares. Like their American counterparts, Ryanair and easyJet offer no food service and generally fly to and from out -of-the-way airports, such as Stansted, which is about 55 kilometres northeast of London.But many customers find value despite such minor inconveniences. Consider, for example, the Lon don to Salzburg, Austria, route for $65 or the London to Sweden flight for $70. Values such as these are also what have given low -cost carriers in the United States approximately 25 percent of the market share. They are so popular that conventional airlines have started their own low-frills/low-cost airlines: Singapo re Airlines provides Tiger Airways and Australia's Qantas offers Jetstar. Page 20 1. LO4Building Relationships with Customers During the past decade or so, marketers have begun to realize that they need to think about their customer orientation in terms of relationships rather than 21 transactions. A transactional orientation regards the buyer–seller relationship as a series of individual transactions, so anything that happened before or after the transaction is of little importance. For example, used-car sales typically are based on a transactional approach; the seller wants to get the highest price for the car, the buyer wants to get he lowest price, and neither expects to do business w ith the other again. A relational orientation, in contrast, is based on the philosophy that buyers and sellers should develop a long-term relationship. According to this idea, the lifetime profitability of the relationship matters, not how much money is made during each transaction. For exam ple, UPS works with its shippers to develop efficient transportation solutions. Over time, UPS becomes part of the fabric of the shippers’ organizations, and their operations become intertwined. In this scenario, UPS an d its shippers have developed a long-term relationship.Firms that practise value-based marketing also use a process known as customer relationship management (CRM), a business philosophy and set of strategies, programs, and systems that focus on 22 identifying and building loyalty among the firm's most valued customers. Firms that employ CRM systematically collect information about their customers’ needs and then use that information to target their best customers with the products, services, and special pr omotions that appear most important to those customers. 1. LO5 Why Is Marketing Important? Marketing was once only an afterthought to production.Early marketing philosophy went something like this: â€Å"We've made it; now how do we get rid of it? à ¢â‚¬  Today, marketing has evolved into a major business function that crosses all areas of a firm or organization, as illustrated in Exhibit 1. 8. Marketing works with other departments, such as research and development (R&D), engineering, and production, to ensure that high-quality, innovative products that meet customers’ needs are available in the right quantity, at the right price, and at the right pla ce, that is, wherever they want to purchase it.It creates mutually valuable relationships between the company and its suppliers, distributors, and other external firms that are involved in the firm's marketing process. It identifies those elements that lo cal customers value and makes it possible for the firm to expand globally. Marketing has had a significant impact on consumers as well. Without marketing, it would be difficult for any of us to learn about new products and services. You may even decide to pursue a career in marketing after you graduate.Even if you pursue a career in another field, marketing knowledge will help you market yourself in ways that could land you your dream job. EXHIBIT 1. 8 Importance of Marketing These brands can be found in many countries. Marketing Expands Firms’ Global Presence A generation ago, Coca-Cola was available in many nations, but Levi's and most other American and Canadian brands were not. But today most jeans, including those by Levi Strauss & Co. a nd Parasuco, are made in places other than Canada and the United States and are available nearly everywhere.Thanks to MTV and other global entertainment venues,cheap foreign travel, and the Internet, you share many of your consumption behaviours with college and university students in countries all over the globe. The best fashions, music, and even food trends disseminate rapidly around the world. Starbucks has adjusted its menu to meet customer wants in the Japanese market more effectively. Page 21 Take a look at your next shopping bag. Whether it cont ains groceries or apparel, you will find goods from many countries: produce from Mexico, jeans from Italy, T -shirts from China.Global manufacturers and retailers continue to make inroads into the Canadian market. Companies such as Honda, Sony, and Heineken sell as well in Canada as they do in their home countries. Sweden's fashion retailer H 23 operates in 38 countries, including Canada. Its upscale competitor Spain's Zara operates in more than 24 80 countries, including Canada. Starbucks even adjusted its menu to meet customer wants in the Japanese market more effectively. How does marketing contribute to a company's successful global expansion? Understanding customers is critical.Without the knowledge that can be gained by analyzing new customers’ needs and wants on a segment-by-segment, region-by-region basis—one of marketing's main tasks—it would be difficult for a firm to expand globally. Power of the Internet 1. 1 shows how the Internet has expanded the r each of marketers and changed marketing practices. Page 22 Marketing Is Pervasive Across the Organization In value-based marketing firms, the marketing department works seamlessly with other functional areas of the company to design, promote, price, and distribute products.Consider the Scion, a car and brand designed by Toyota for the less affluent youth market, which sometimes has been referred to as 26 Generation Y. Scion's marketing department worked closely with engineers to ensure that the new car exceeded customers’ expectations in terms of design but remained affordable. The co mpany also coordinated the product offering with an innovative communications strategy. Because Generation Y is famous for its resistance to conventional advertising, Scion introduced a virtual road race in which participants received mileage points for sending Scion e-cards.The more â€Å"places† they visited, the more mileage points they received. At the end of the competition, each dri ver's points were totalled and compared with other racers’ scores. The driver with the most points won an onboard navigation system worth more than $2000. In addition, when Scion was a new car, the marketing department worked closely with the distribution department to ensure that advertising and promotions reached all distributors’ territories and that distribution existed where those promotions occurred.Thus, marketing was responsible for coordinating all these aspects of supply and demand. Toyota introduced a virtual road race in which participants received mileage points for sending Scion e cards. At the end of the competition, the driver with the most points won an onboard navigation system worth more than $2000. Page 23 Power of the Internet 1. 1 Internet Marketing: Past, Present, and Future25 The Internet was released for commercial use in 1993. Immediately, the media, entrepreneurs, and others began to hype it as the â€Å"new marketing channel† that wou ld revolutionize business practices.For entrepreneurs and investors, it was a time of euphoria, experimentation, and instantaneous wealth; for established companies, it was a time of uncertainty and fear. Many traditional businesses with established brands thought that the Internet was just another fad; while others did not quite understand how to integrate it with their existing businesses. Fear of making mistakes that could harm their brands led many companies to create â€Å"online† businesses that were separate from their core â€Å"bricks -and-mortar† or â€Å"offline† businesses.For instance, Procter & Gamble's online business was called reflect. com and Kmart's company in the United States was called bluelight. com. The apprehension that established marketers had for jumping on the dot-com bandwagon seemed justified when in 2000 the explosive growth of Internet businesses collap sed within a couple of months. The dot-com bust provided established marketer s with breathing room to reflect on how they could incorporate the Internet into their business and marketing strategies.Around 2004, almost a decade later, marketers came to realize that an effective marketing strategy requires an integration of online and offline businesses to provide customers with a seamless â€Å"multi-channel marketing† experience. W hen marketers initially pursued Internet marketing, they were mostly excited abou t designing the best website by using the latest publishing software and technology available. Although most websites were originally text-based, marketers quickly adopted multimedia technologies since their goal was to create an appealing website that would attract visitors and keep them on the site.Little thought was given as to whether or not customers needed or valued these features. The early focus on the technology and the product is reminiscent of the product-oriented market era of early twentieth century. Two decades later, in 2012, we observe that although websites are much more complex technologically, their focus has shifted to the consumer: that is, how marketers can use the technology to identify and fulfill customer needs and deliver the best customer value while generating profits. This focus seems more in line with the value based orientation described in the book.But, how did we get from a technology focus to a value -based focus? What were some of the steps along the way? From Static Websites to Social Media to Mobile Marketing Rewind to 1993 when the commercial Internet came into being; websites were static, text-based sites, which marketers used to â€Å"push† information to customers about their products and companies. Customer s wishing to make a purchase had to call a telephone number listed on the website. Shortly thereafter, email marketing became widespread, and the main focus was on how to create the perfect email and ensure it reached the target customers.Second-generation websites beca me more dynamic and interactive; that is, they provided information to customers’ requests in real time, made greater use of multimedia technology, and offered modest interactivity. The next development was e-commerce capability, that is, the ability to order and pay for goods and services online. This capability laid the foundations for the explosive growth of online marketing since marketers could now reach customers worldwide through their online stores and customers could order products and services anytime, anywhere.The era of instant gratification and ultimate shopping convenience seemed closer than ever. E-commerce transactions grew exponentially year after year, and they continue to grow unabated. B2C, B2B, and C2C via auction sites b ecame possible and grew exponentially. The next phase in the evolution of Internet marketing was personalization and customization, where customers were given the ability to customize the look and feel of a website, and the products show n, to suit their preferences.Today, thanks to social networking sites such as Myspace, YouTube, Facebook, Flickr, and Twitter, and portable devices such as smartphones, social media and mobile marketing is all the rage. What will be next? The Internet is much more sophisticated and complex now than it was in the 1990s. It has changed and will continue to change. No one can predict the transform