Bcg Matrix’s Problems and Its Reconstruction

Exploring the Role of Management Accounting Systems in Strategic Sensemaking We are gonging to critically evaluate an article on the Exploring the Role of Management Accounting Systems in Strategic Sensemaking by authors Marcus Heidmann, Utz Schaffer and Susanne Strahringer. Title, Abstract and Introduction We think that the abstract provides sufficient information, identifies main issues in the article and explain the purpose of writing this article, and echo each other at the title. The introduction is very informative.It illustrated two main problems (interpretation and logistical problem), which related to understanding the role of MAS in strategic sensemaking. The interpretation perspective defined strategic sensemaking as a learning process, and interactive use of MAS have positive influences. However, interactive perspective neglects the relationship between MAS use and MAS dimension. The logistical perspective just said MAS dimensions is important in this information processi ng, but not explain how MAS dimensions contribute to strategic sensemaking.Both information processing did not deal with these problems. Theoretical framework In the literature view authors defined strategic sensemaking as the individual process of observing, interpreting, and communicating strategic issues. Through these three successive processes to understand how managers use the management accounting system and how MAS dimensions contribute to this use. Management accounting system in the observation phase, there are two characteristic modes of observation – scanning and focused search.Scanning behaviour can provide managers with different perspectives on strategic issues and it is more likely to accommodate new information. However, managers are more likely to use MAS for focused search, which can faster identificated the problems in areas covered by the system. It is required by executives because the limited attention capacity to achieve targets. We must concerned that the statistical analysis and data mining technique can reveal the weak value information from the various kinds of data which people usually cannot find out directly.High level of formalization as the character of MAS that focus attention on selected areas, whereas potential loss at other important areas and cause constrain the information. Authors said consistent data will reduce scanning behaviour and may decrease the possibility that strategic issues are identified. We thought these situations will occur, but managers use the MAS for focused search is inevitable. How to use their MAS for scanning and focused search together and have the greatest efficiency is worth considering. In the interpretation phase, authors thought manager’s awareness is a key factor to interpret strategic issues accurately.Reliable information related to controliability perceptions and external information can reduce bias, errors and potential to increase confidence in judgement by consistent info rmation. Therefore, MAS also can increase awareness during issue interpretation. Manager’s awareness and more extra information were useful, but managers use MAS determine strategic issues is important as well. Another point about MAS in form of short-termism have side-effects and harmful to the interpretation of strategic can balance the effect of short-term performance.Correct form and flexible MAS information style are other factors effect strategic issues. However, we felt that this point may not key point in this phase. Authors stated find more extra information with a great degree of manager’s awareness to interpretation strategic issues. In the final phase – communication phase, authors introduce a new definition about media richness, which separated by three levels. High media richness of MAS should have a positive effect on sensemaking, but did not have enough evidence to prove there have positive influences.On the other hand, managers use interactive M AS has positive impact on communication which reduced equivocality of strategic issues. The interactive use of MAS contributes to strategic sensemaking by providing directions and facilitating interactive that help to resolve equivocality of strategic issues is the biggest positive effect in communication phase. Authors further described the quality dimension of MAS, and proposed that when evaluating the MAS’s effectiveness, not only the information characteristics, but the system quality dimensions (integration, flexibility, accessibility, formalisation and media richness) should be considerate.Of course, the integration analysis of information quality dimensions and system quality dimensions will give the comprehensive assessment of MAS’s role in stagey sensemaking. Authors have given the overall research framework. Information and system quality dimensions, both impact the three phases, which in turn impacts the effectiveness of MAS for strategic sensemanking. Howev er, in our view, the research framework is too coarse. Is there interaction between the information quality and system quality? If exist, how is its impact on the MAS effectiveness, Are there any counteraction from MAS use to information quality and system quality?All these question are not involved. Impact of MAS on Processes in Strategic Sensemaking Authors of the article use some statistics to explain how MAS influence processes in strategic sensemaking. We think they have interpreted what MAS can bring to companies. On observation, from doing some research and statistics analyzing, they get a high association between interactive use and focused search supports the notion that managers use MAS to look for specific information that is useful to discuss strategic issues. It is useful for us to understand the influence of MAS.On interpretation, they say some people suggest that the processes to prepare MAS information can also increase awareness. It is a positive impact. They also d oubt whether a high level of MAS formalization negatively impacts in strategic sensemaking. But they do not say how to solve this problem. If a high level of MAS formalization has been used in companies, how to avoid changes and risks? On communication, they analyze particularly what positive impact MAS can bring in strategic sensemaking, such as on communication. In strategic sensemaking it is important that information concerning strategic issues is communicated to managers who have complementary information or are able to take action. † We all agree this point of view. Authors also tell us that there are two kinds of interaction when asked about the role of MAS information. It can help us understand what MAS information can help to companies. However, it does not say how the system can function effectively between managers and staff. For example, how to forecast negative problems occur in the future?How to make this system flexibility in order to be suitable for more and mo re companies? We think there are still more important views do not be mentioned in this article. Although they use some cases to show some positive impact, it does not mean that systems are perfect. And the article does not tell us how to avoid any other questions such as how to avoid some risks when MAS be used. We agree that there must have some unstable elementary. We find another article talks about the effectiveness of management accounting systems. It also does not mention how managers can use it effectively.Because there may have some negatively impacts if every manager use a high level of MAS formalization. From these two articles we can find that it is essential to solve this problem. We think there must have some risks if the level of management accounting system becomes too high. Although it has many positive impacts, it still cannot forecast risks in the future. Many managers try to deal with this problem through tools, but this is not sustainable. A good management acco unting system should be a long-term management system not just a high level system.It should consider risks and changes for companies in the future. We suggest that do more research for this system. Asking more managers for this system is essential, in order to find some negative impacts and solve them. Research Methodology Authors focus on measurement instruments of observation communication, and effectiveness of management accounting system in strategic sensemaking to make this research. Because the limited empirical evidence, complex and broad phenomenon, the most of relationships suggested are only tentative.Therefore, the authors of the article state that: we chose an exploratory multiple-case design with 30 top and middle managers of 7 large companies in Germany. In the aspect of select sample, the authors introduce too detailed of the sample, and the range of the sample just limited in the companies of Germany. No explanation for the professional term such as replication logi c. The highlight of this article is that authors collect data through semi-structured interview and a questionnaire. The diversified methods of data collection can obtain different result to be analyzed.Although the author has taken some steps to reduce hindsight bias and allow the identification of unconscious effects of MAS in strategic sensemaking, the authors do not explain why the data have to be avoiding these situations and how these data affect the result in the part of semi-structured interviews. In the aspect of questionnaire, the authors quote a large number of words to introduce and explain which methods and aspects they used for data collection and analyze of the questionnaire. However, authors do not explain the absent questionnaire whether it is influence the survey or not.Furthermore, the incomplete questionnaire might affect the accuracy of the result possibly. For analysis result, authors should explain more particularly and do not just use two number of percentage s to illustrate. This paper needs some specific data to support the summary in the research. We suggest that authors can add more explanations for the professional term and reduce some unnecessary introduction such as for sample or give more detailed data in the appendix. Comparison to another article We compared this article with another similar one.The title of the comparison article is â€Å"The effectiveness of management accounting systems† by Teerooven Soobaroyen and Bhagtaraj Poorundersing. In Teerooven’s paper, Regarding that there is little consideration of other more mainstream contextual factors such as uncertainty and decentralization(DEC) applied on research of the effectiveness of MAS, in addition to the information quality dimensions, in assessment of effectiveness of MAS, they focused on the effect of two contextual variables, namely task uncertainty (TU) and DEC.They thought the absence of evidence on its actual timeliness, aggregation and integration may limit the benefits of knowing how far broad scope information has had am impact in the first place. Moreover, traditional methods usually are carried under some hypothetical conditions which often opposed to actual conditions, and this could undermine the practicality or validity of the results. Considering the impact of situational variables on the state of available MAS will be more near the practical situation.That the evidence on the influence of contingent variables in the relationship between MAS and managerial performance remains incomplete and of limited usefulness also make it reasonable. However, unlike Teerooven’s paper, the author of this paper take consideration of system quality dimensions in addition to information quality dimensions, they recognised that not only the information quality itself but also the system performance on processing information can have impact on the analysis of MAS’s role.In these two articles, both of them have their own emp hasis, however, if combing their thoughts, more comprehensive, more extract evaluation of MAS would be acquired. The same aspects in select sample, there are more researchers and set out the requirements of sample selection in the comparison article. The author comments that â€Å"in this respect, the following lists and databases were used to triangulate and identify a reasonably full and reliable list of manufacturing companies†¦.. † In the aspect of research method, the choose of this article are compared as deeper discussion of this research.Teerooven comment that: MAS play a significant intervening role between task uncertainty (TU) and decentralization (DEC)†. We feel that it is relevant to make valid comparison. The author chose to conduct their research using a questionnaire survey. Although we believe that the interview of semi-structured and questionnaire are superior to just sending out questionnaires, the comparison article may produce more accurate res ult due to using a large amount of research objects and screening by Teerooven and Bhagtaraj.For the aspect of design questionnaire, the highlight of the comparison article is that there are total 41 questions which are divided into five parts about MAS. According to the different management structure of the companies, the authors of the comparison article design two different questionnaires which are â€Å"Sale/marketing manager† and â€Å"Production/operations manager† and give full of time to respond within three weeks. The design of questionnaire has played an important role for the research result.In the aspect of research result, authors also have clearly classified above all aspect. There are not present in the article and we feel that this is a major weakness of the article by Marcus, Utz and Susanne. On the other hand, the comparison article have put into data result and the questionnaire template in the appendix. We feel that authors can expand the range of s ample selection or add another research method to analyze. ConclusionAccording to the knowledge what we learn and some relevant knowledge what we not familiar with, we are not sure that we propose some questions and doubt is reasonable. But we feel that the article have some questions like that the research framework is unsophisticated, there is not correlative between information quality and system quality and the problem is when the company has use the high level MAS formalized, which methods are used to improve and reduce the risk.For details of the problems, the author can deal with a more particularly and improve some shortcomings, to make the article more fluently, such as no explanation for the professional term. Bibliography Poorundersing. B and Soobaroyen,T (2008) The effectiveness of management accounting systems, published by Emerald Group Publishing Limited. Available at: http://www. emeraldinsight. com. libaccess. hud. ac. uk/journals. htm? issn=0268-6902&volume=23&issu e=2&articleid=1641976&show=pdf&PHPSESSID=lcnec7hn2ja606agg4g49si4u5 [accessed at 20 March 2012 ]

Rcsc214 Exam 1

Chapter 1 Retailing-consists of the final activities and steps needed to place merchandise made elsewhere into the hands of the consumer or to provide services to the consumer. Last step in supply chain. Trends that affect Retailing today: * E-tailing- ie. The Internet accounts for less than 5% of retail sales but has changed consumer behavior. (speed, convenience, control, vast info, lowest prices) hasn’t destroyed †¦ *Bricks-and-Mortar retailers – Retailers that operate out of a physical building. ’ but B & M retailers must give customers more control to combat E-tailing.Outshopping-when customers get needed info (such as proper size or how to assemble a product) in the store and then orders it online for a lower price and to avoid paying sales tax. * Price Competition Loss Leader-selling a product at or below its cost Bottom Line-net profit on an income statement *Same-Store sales-compares an individual store’s sales to its sales for the same month in the previous year. *Market Share-the retailer’s total sales divided by total market sales *Scrambled Merchandising- exists when a retailer handles many different and unrelated items.The result of the pressure being placed on many retailers to increase profits by carrying additional merchandise or services (with higher profit margins) that will also increase store traffic ex. Convenience store that sells low margin gasoline but high margin bread, milk, beer, ciggs ETC. Supercenters, gift cards in grocery stores but causes cost increases in RENT, INVENTORY COSTS, LABOR COSTs *Category Killer-a retailer that carries such a large amount of merchandise in a single category at such good prices that it makes it impossible for customers to walk out without purchasing that they need, thus KILLING the competitionCategorizing Retailers Census Bureau- NAICS code Number of outlets- Chain? Or not? *Standard Stock list-a merchandising method in which all stores in a retail chain stock t he same merchandise *Optional Stock List approach-merchandising method in which each store in a retail chain is given the flexibility to adjust its merchandise mix to local tastes and demands. *Channel Advisor or Captain-the institution (manufacturer, wholesaler, broker, or retailer) in the marketing channel that is able to plan for and get other channel institutions to engage in activities they might not otherwise engage in.Large store retailers are often able to perform the role of channel captain. *Private Label Branding- May be store branding, when a retailer develops its own brand name and contracts with a manufacturer to produce the product with the retailer’s brand, or designer lines, where a known designer develops a line exclusively for the retailer. Margin/Turnover Gross margin percentage- measure of profitability GROSS MARGIN/NETSALES Gross Margin-NET SALES – COST OF GOODS SOLDOperating Expenses-expenses that a retailer incurs in running the business other t han the cost of merchandise Inventory Turnover- refers to the number of times per year, on average, that a retailer sells its inventory. High Performance retailers-retailers that produce financial results substantially superior to the industry average. Low margin/low turnover-operates on a low gross margin percentage and a low rate of inventory turnover†¦ will not be able to generate sufficient profits to remain competitive and survive. High Margin/Low turnover-(bricks and mortar) high gross margin percentage and low ate of inventory turnover ( high end stores, mom and pop) Clicks and Mortar-instore and online Low margin High turnover- low gmp, high rate of inventory turnover (wal mart, amazon. com) High, High- convenience stores, 7 eleven, circle k, Location- new non traditional places. Size *Store management- the retailing career path that involves responsibility for selecting, training, and evaluating personnel, as well as instore promotions, displays, customer service, buil ding maintenance, and security *Buying-retailing career path whereby one uses quantitative tools to develop appropriate buying plans for the store’s merchandise lines.Analytical method –finder and investigator of facts Creative Method- Idea person Two pronged approach- both analytical and creative CHAPTER 2 Strategic planning- involves adapting the resources of the firm to the opportunities and threats of an ever changing retail environment * Development of mission statement * Definition of specific goals and objectives for the firm * Identification and analysis of the retailers strengths, weaknesses, opportunities and threats –SWOT ANALYIS * Development of basic strategies that will enable the firm to reach its objectives and fulfill its missionMission statement- a basic description of the fundamental nature, rationale, and direction of the firm. Market Share- retailer’s TOTAL SALES/ TOTAL MARKET SALES Profit-based Objectives-deal directly with the monet ary return a retailer desires from its business ROI/RONW- Return on investment/ Return on Net Worth STRATIEGIC PROFIT MODEL (MEMORIZE) Net ProfitMargin| Net Profit /Total Sales| Return on Assets| Net Profit* /Total Assets| Financial Leverage| Total Assets/Net Worth| Return on Net Worth|Net Profit*/Net Worth| X = Asset Turnover| Total Sales/Total Assets| Stockouts- products that are out of stock and therefore unavailable to customers when they want them Productivity objectives- state how much output the retailer desires for each unit of resource input: Floor space, labor, and inventory investment. * Sales prod: net sales/ total square feet of retail floor space * Labor prod: net sales/#of full time equivalent employees * Merchandise prod: net sales/average dollar investment in inventorySocietal Objectives- those that reflect the retailer’s desire to help society fulfill some of it’s needs. * Employment objectives * Payment of Taxes * Consumer Choice * Equity * Being a b enefactor RASM- (revenue per available seat mile) calculation used by airlines. Yield Management- the understanding, anticipating and reacting to changing customer needs in order to maximize the revenue from a fixed capacity of available services. (1)low marginal costs (2)fixed capacity (3) perishable product (4)fluctuation demand (5)different market segmentsPersonal Objectives-reflect the retailer’s desire to help individuals employed in retailing fulfill some of their needs. * Self Gratification * Status and respect * Power and authority Strategy- a carefully designed plan for achieving the retailers goals and objectives. 3 strategies Get shoppers into your store/ traffic strategy Convert these shoppers into customers by having them purchase merchandise (retailers conversion Do this at the lowest operating cost possible that is consistent with the level of service that your customers expectTarget market-the group of customers that the retailer is seeking to serve Location-g eographic or cyber space where the retailer conducts business Retail mix- the combination of merchandise, price, advertising and promotion, locations, customer service and selling, and store layout and design Value proposition- clear statement of the tangible and/or intangible results a customer receives from shopping at and using the retailer’s products or services Operations Management- deals with activities directed at maximizing the efficiency of the retailer’s use of resources. It is frequently referred to as day to day management.CHAPTER 6 Horizontal Price Fixing- occurs when a group of competing retailers (or other channel members operating at a given level of distribution) establishes a fixed price at which to sell certain brands of products ILLEGAL violates Sherman Antitrust Sec 1 Vertical Price Fixing-occurs when a retailer collaborates with the manufacturer or wholesaler to resell an item at an agreed upon price Price discrimination- occurs when 2 retailers buy an identical amount of â€Å"like grade and quality† merchandise from the same supplier but pay different prices. Clayton act makes only certain forms illegal DEFENSESCost justification- differential in price could be accounted for on the basis of differences in cost to the seller in the manufactur, sale, or delivery. Due to differences in quantity or method. Changing market differences-justifies based on the danger of imminent deterioration of perishable goods or on the obsolescence of seasonal goods. Meeting Competition in good faith -lower price was made in good faith in order to meet an equally low price of a competitor Deceptive Pricing-occurs when an misleading price is used to lure customers into the store and then hidden charges are added; or the item advertised may be unavailable.Predatory Pricing-exists when a retail chain charges different prices in different geographic areas to eliminate competition in selected geographic areas. Palming off-occurs when a retai ler represents that merchandise is made by a firm other than the true manufacturer Deceptive advertising-when a retailer makes false of misleading advertising claims about the physical makeup of a product, the benefits to be gained by its use, or the appropriate uses for the product. Bait and switch- advertising or promoting a product at an unrealistically low rice to serve as â€Å"bait† and then trying to â€Å"switch† the customer to a higher priced product. Product liability laws-deal with the seller’s responsibility to market safe products. These laws invoke the forseeability doctrine, which states that a seller of a product must attempt to foresee how a product may be misused and warn the consumer against hazards of misuse. Expressed warranties- are either written or verbalized agreements about the performance of a product and can cover all attributes of the merchandise or only one attributeImplied warranty of merchantability- made by every retailer when t he retailer sells goods and implies that the merchandise sold is fit for the ordinary purpose for which such goods are typically used Implied warranty of fitness- a warranty that implies that the merchandise is fit for a particular purpose and arises when the customer relies on the retailer to assist or make the selection of goods to serve a particular purpose Territorial restrictions-are attempts by the supplier, usually a manufacturer, to limit the geographic area in which a retailer may resell its merchandiseDual distribution- occurs when a manufacturer sells to independent retailers and also through its own retail outlets One way exclusive dealing arrangement-occurs when the supplier agrees to give the retailer the exclusive right to sell the suppliers product in a particular trade area Two way exclusive dealing arrangement- occurs when the supplier offers the retailer the exclusive distribution of a merchandise line or product in a particular trade area if in return the retaile r will agree to do something or the manufacturer, such as heavily promote the suppliers products or not handle competing brands. ILLEGAL. Tying agreement-exists when a seller with a strong product or service requires a buyer to purchase a weak product or service as a condition for buying the strong product or service Ethics-set of rules for human moral behavior Explicit code of ethics-consists of a written policy that states what is ethical and unethical behavior Implicit code of ethics- an unwritten but well understood set of rules or standards of moral responsibility Chapter 14Empowerment- occurs when employees are given the power in their jobs to do the things necessary to satisfy and make things right for customers. Servant leadership-an employees recognition that their primary responsibility is to be of service to others. 20% of customers generate 80% of sales value proposition-the promised benefits a retailer offers in relation to the cost the consumer incurs customer relation ship management CRM-comprised of an integrated information system where the fundamental unit of data collection is the customer, supplemented by relevant information about the customer erformance appraisal and review- is the formal, systematic assessment of how well employees are performing their jobs in relation to established standards and the communication of that assessment to employees Motivation-is the drive that a person has to excel at activities, such as a job, that he or she undertakes Esprit de corps- occurs when a group of workers feel a common mission and a passion for that mission and a pride in being part of the groupFixed component- typically is composed of some base wage per hour, week, month, or year Variable component-is often composed if some bonus that is received if performance warrants Fringe benefit package-is a part of the total compensation package offered to many retail employees and may include health insurance, disability benefits, life insurance, retire ment plans, child care, use of an auto, and financial counseling Job enrichment- the process of enhancing the core job characteristics to improve the motivation, productivity, and job satisfaction of employees.

Animals Should Be Used in Scientific Research Essay Example for Free

Animals Should Be Used in Scientific Research Essay Over 100 million animals are used every year in the United States as models in biological and medical research to study human disease, injury, development, psychology, and anatomy and physiology. Research involving animals has played a vital role in virtually every major medical advance of the last century. Even today, there is no complete alternative to biomedical research with animals. The vast majority of research animals are mice and rats bred for this purpose. Dogs, cats, and non-human primates together account for less than one-half of one percent of the total, and this number has declined for more than 25 years. Since 1979, the number of dogs and cats needed in animal research has declined by more than 50%. The number of non-human primates needed represents less than .2% (.18% in 2004) and has remained relatively constant—in the 50,000 per year range—for the past decade. The history behind animals being used in scientific research is that is started In Europe and in the US by the early 1900’s and especially during and following World War I the benefits of animal research continued to be recognized. Following the Nuremberg Trials for atrocities by the Nazi’s during World War II, society spoke loudly demanding no research on humans until animal research had made such research a reasonable risk. Today, the majority of people in our society do agree with the idea of the humane and responsible use of animals in research. There is safeguard standards for scientific studies on animals * The USDA has set forth federal regulations governing the care and use of animals in biomedical research that are considered even more extensive than those covering human research subjects. * The Animal Welfare Act sets standards of care for research animals with regard to their housing, feeding, cleanliness, ventilation, and medical needs and requires the use of anesthesia or analgesic drugs for potentially painful procedures and during post-operative care. * The US Public Health Service Act requires that all institutions receiving research funds from NIH, FDA, or CDC adhere to the standards set out in the â€Å"Guide for the Care and Use of Laboratory Animals†. * Institutions must follow detailed animal care recommendations and establish an IACUC to ensure that all animals are treated responsibly and humanely Some people think that all animals that are in scientific research are in pain or distress while undergoing the research that is not necessarily true. The 2004 USDA Annual Report reveals that 57% of all research procedures with animals involved no more than slight or momentary pain or distress (i.e., an injection). In 34% of research procedures anesthesia and postoperative painkillers were used. In 9% of the procedures, neither anesthesia nor pain medication could be used, as they would have interfered with research results. Scientific Perspectives Here are 4 reasons why animals are used in research: 1. The principles of anatomy and physiology are true for humans and animals, especially mammals. Once scientists learned that animals were similar to humans, in physiology and anatomy, it became preferable to use animals rather than humans for preliminary research. 2. Certain strains or breeds of animals get the same diseases or conditions as humans. â€Å"Animal Models† are frequently critical to understanding a disease and developing appropriate treatments. 3. Research meant introducing one variable and observing the results of that one item. With animals we can control their environment (temperature, humidity, etc.), and shield them from diseases or conditions not related to the research (control their health). Although human and animals get the disease that may be the subject of a research investigation, the different life styles or living conditions make them poor subjects until preliminary research under controlled conditions has been done. 4. We can use scientifically-v alid numbers of animals. Data from one animal or human is not research; it is a case study. To scientifically test a hypothesis, an adequate number of subjects must be used to statistically test the results of the research. Some individuals claim that we should use human or animals that have a disease to study that disease. Certainly, epidemiological studies (tracking the occurrence of a disease or condition) have provided many important insights into the cause of a disease or a condition, especially when an environmental aspect is responsible. However, epidemiological studies are successful in only a limited number of situations. Only if the study of a disease is severely hindered or not possible when the research subjects have been/are exposed to a variety of environmental factors. According to the American Medical Association, humans are the most frequently used animal in research. However, research studies conducted on humans follow preliminary studies conducted in animals. These animal studies make human studies a reasonable risk. The animal studies are not a guarantee of success, but they do tell us that the human research has a reasonable probability of success. Animals Should Be Used in Scientific Research. (2017, Feb 09).

Emotionl litercy interventions in the prevention of bullying within Essay

Emotionl litercy interventions in the prevention of bullying within the pstorl system of school - Essay Example Bullying is now recognized s common form of victimiztion on British school cmpuses nd significnt school sfety problem (Nnsel et l., 2001). This pper provides thoughtful conceptul nd prcticl informtion for school psychologists, who cn ply centrl role in the schools' response to this growing concern bout school bullying t pstorl clsses. The pper ims to review nd expnd on topics discussed, prticulrly s they relte to the British school context in mong pstorl students. Reching ntionl consensus on school bullying represents significnt chllenge tht will require blncing needs cross reserchers, eductors, nd public policy mkers. Whtever the effectiveness of specific bully prevention progrms, the ntionl effort to minimize the negtive effects of bullying will need to ddress fundmentl mtters relted to the definition of school bullying nd the trnsltion of best reserch prctices into public policy nd eductionl prctice t the school site level. I suggest tht clrity on mtters of definition is of the ut most importnce. First, it is needed for the scientific purpose of hving precision in wht is being studied. Second, it is needed becuse lck of common understnding bout wht constitutes bullying could result in confusing rry of ntionl, stte, nd locl policies nd responses to the problems creted by bullying. Rtionl Literture review Bullying behvior mong students hs long been disruptive fctor in the eductionl relm nd continues t thretening level, ffecting the emotionl nd physicl sfety of students (Grrity, Jens, Porter, Syger, & Short-Cmilli, 2005). It ws estimted tht 160,000 children miss school ech dy becuse of fer (Solberg, Olweus 2003). Bullying, mjor cuse of this fer, keeps children from perceiving school s sfe environment. Unfortuntely, mny of these children re reluctnt to request id from school stff for fer of reprisls nd becuse of indequte protection. School for mny is not the sfe, lerning environment it ws intended to be. Mny students re nxious bout witnessing bullying nd fer tht they my become victims of bullying if they hve not lredy been trgeted. Given the misery tht thousnds of children endure dffy over the course of severl yers of eduction, the problems surrounding bullying should not be ignored or simply tolerted. Mny techers ignore bullying becuse they believe they lck dequte skills nd trining to intervene, they fer tht intervening in bullying sitution will only dd fuel to the fire, or they fer tht their involvement would force the problem "underground" (Olweus, 1994).Two out of three students report tht techers hndle the problems of bullying indequtely. Mny students surmise tht their techers re not cogniznt of problems becuse bullying often ppers to go unnoticed by the techers. In fct, bullying incidents re rrely brought to the techer's ttention unless there is serious incident. Techers ply criticl role in snctioning the bullying behvior tht occurs in the schools, either intentionlly or unintentionlly. Hence, "bullying will never be eliminted unless techers nd children become prtners in this crusde ginst cruelty" (Orpins, Home, Stniszewski,

Patient expierence undergoing surgery Essay Example | Topics and Well Written Essays - 1000 words - 1

Patient expierence undergoing surgery - Essay Example Surgery represents a major trauma that provokes a relatively stereotyped physiological response. A period of postoperative recovery follows, ranging from a few days to several weeks depending, primarily, on the severity of the pre-existing pathology and the surgical procedure performed (Munafo & Stevenson, 2001). For many patients, undergoing surgery can be a daunting thought. It has been shown that the majority of patients admitted to hospital for elective surgery experience anxiety preoperatively. The cause for pre-operative anxiety can be attributed to many factors. Personal factors may include fear for the unknown outcome of the surgery, as some very risky surgical procedures can result in paralysis, coma and death, as the worst case scenario. Some patients also experience anxiety concerning the impact of their condition to their loved ones. Monetary issues as to the cost of the surgery itself, pre and post ancillary procedures, medications and hospital rates is also known to be a major cause of anxiety for most patients. Anxiety and stress are unpleasant sensations and can also adversely influence the surgical procedure as well as affect the patients recovery (Badner, Nielson, Munk, Kwiatkowska & Gelb, 1990). Therefore, it is the objective of this paper to determine the physiological effects of surgical interventions as well as positioning on the patient, taking into consideration the effects of anxiety and stress on a patients perspective. For this case, the surgical procedure being used as an example is hysterectomy. Hysterectomy is defined as the surgical removal of the uterus. The three common types of hysterectomy are: supracervical (partial) hysterectomy, which is the removal of the uterus without the cervix, total (complete) hysterectomy which is the removal of both uterus and cervix and radical hysterectomy which removes the ovaries, fallopian tubes, lymph

Preventative Education Essay Example | Topics and Well Written Essays - 1250 words

Preventative Education - Essay Example Since COPD is primarily a disease related to excessive or long-term smoking and is completely preventable from both a pharmacological and non-pharmacological perspective and there are numerous methods that can be implemented to focus on the prevention, accurate diagnosis, and management of this disease (Barnett, 2009). Through a comprehensive understanding of the disease, as well as the physical, psychological and social impact COPD has on the patient, their careers, and their families, healthcare professionals will be better equipped to comprise management plans that are effective in all the affected areas of the patient’s life (Barnett, 2009). Formulating a collaborative approach that includes working with other healthcare professionals relative to the patient’s care like physiotherapists, occupational therapists, district nurses and social workers will enable a holistic approach to the patient’s care to be established and maintained (Barnett, 2009). Through th is approach, the healthcare professional can help the patient examine numerous aspects of their lifestyle that may be detrimental to their health and exacerbate their COPD. Providing the patient with complete care and information is the most vital tool a nurse can provide to their patient. In the instigation of preventative routines, successful implementation of a case management scheme including the medical interventions available can help establish a routine of such care within the institution. Even though the current treatments are limited in helping relieve symptoms, nurses can do a lot to help educate patients and enable them to cope with their condition to reduce the progression of the disease (Barnett, 2006). The most vital piece of information a... This paper approves that many opportunities for health promotion through patient education are underutilized in all aspects of healthcare. Through education, nurses can develop the skills necessary to use every opportunity for promoting health in everyday practice and help their patients become educated in various methods to promote and preserve their own well-being. Keeping the needs of the facility and the needs of the patient balanced is the duty of the nurse and proper case management will help the nurse keep these contradictory aspects well in hand. This essay makes a conclusion that incorporating theories of holistic care with those of case management can help the nurse provide the best care possible for the patient at the lowest cost to the institution. COPD is a systemic disease with high and increasing worldwide prevalence. The onset of this disease has been associated with both individual and community-based factors and COPD is usually the result of a combination of these factors. Numerous strategies are available to manage or prevent COPD, and nursing education is needed to empower nurses to educate their patients and present proper solutions through case management schemes that will benefit the patients and the institutions through effective, cost-minimal methods of treatment. Nurses all over the world have important roles in fighting the COPD pandemic and health promotion is the best tool available to keep healthy people healthy as long as possible.

International finance management Research Paper

International finance management - Research Paper Example The issuers of the obligations/securities might include companies, various special purpose related entities, local governments, states, nonprofit seeking organizations and/or sovereign nations. There are various credit rating agencies which provide credit ratings. The agency or company which has been selected in this project is Moody’s Investors Service. Moody’s Investor Services Moody’s Investors Services, also referred as Moody’s, is a bond credit rating business under the Moody’s Corporation (Moody’s Corporation, 2011; Bloomberg Businessweek, 2013). It provides financial research on the bonds which are issued by the government and commercial entities along with Fitch Group and Standard & Poor’s. It is considered as one among the Three Big Credit Rating Agencies. ... It produces research for the government entities, corporations, and finance securities. The main objective of the business is helping the investors in assessing the credit risk. Moody’s Investors Service has set a goal of offering the best sought-after ‘credit’ opinions to all the sectors involved in the fixed income market. Moody’s Investors Services is one of the leading providers of the credit ratings and research & risk analysis. The expertise and commitment of the business contributes towards transparency and formation of integrated financial markets by means of protection of the integrity of credit. The ratings and analysis department of this business tracks debt of more than 115 different countries 10000 corporate issuers. 82000 finance obligations (structured). 22000 public finance issuance companies. These credit rating services provided by the business helps the investors in analyzing the credit risks related to the fixed income securities. The in dependent and accurate credit ratings as well as risk analysis contributes in the increase of efficiency in the fixed income markets and other related obligations like the insurance policies, derivative transactions etc, by means of offering independent and credible credit risk assessment guiding the investors (Moody’s Corporation, 2013b). ‘Moody’s default studies’ helps in validating the predictive ratings. The published research and investors briefings help in bringing in thousands or even more attendees every year and keeps the investors up to date with the rationale underlying the credit opinions. Functions in capital markets Closest competitors of Moody’s Investors Service are Fitch Group and Standard & Poor. These three

Lengthening the School Day Article Example | Topics and Well Written Essays - 500 words

Lengthening the School Day - Article Example The proposal to lengthen the school day, therefore, creates new opportunities for students, teachers, and parents. Moreover, time with family after the school day would enhance family interactions and relationships. Students would have less homework because the school day is long enough to take care of academic activities. Contrary to the benefits of the longer school day, lengthening the school day is not without its disadvantages. A longer school day would negatively affect students’ attention. Extra time in school, according to Sprague, Douglas, and David (434), could result in attention deficit, fatigue, and subsequent ineffective curricular activities within that time. On the same note, longer hours at school do not necessarily translate to improved teacher productivity or student performance. In that regard, scores may fail to improve as school day hour increase. Most importantly, a longer school day requires additional funding due to an accompanying increase in suppleme ntal resources. In light of the above discussion, the cons of lengthening the school day outweigh the pros. A longer school day would be an additional individual, social, financial, and academic burden to almost every stakeholder in the education sector. Instead of lengthening the school day, proposers of this move should consider making the current school day more effective and efficient. It is important to ensure that the current school day operates to its full potential before considering additional hours.

Is there such a thing as fair trade Essay Example | Topics and Well Written Essays - 1500 words

Is there such a thing as fair trade - Essay Example hough fair trade is often regarded as simply as reform initiative, it becomes apparent that Fair Trade is an intervention in the market to mitigate social exclusion, alienation, and economic inequality that uses the productive means of the communities instead of charity. Fair trade has its roots not only in civil society organizations but also includes private sector participants. Critics of corporations may be skeptical to the engagement of profit seeking firms but they offer potential to expose the broader society to Fair Trade products through shelf space in supermarkets and possible future advertising and educational promotions. In the following sections, I offer evidence from the involvement of MNCs role in shaping and formulating economic policies that hinder effective implementation of Fair Trade principles. Thus, through these evidences and in the absence of implementation of these principles, I argue that there is no such thing as Fair Trade, especially when we consider it i n the context of globalization and the role of MNCs. In the past two decades, MNCs have emerged as the dominant player in many industries. In the food industry, where Fair Trade is active, the top five parent companies of roasted and instant coffee (Nestle, Phillip Morris, Sara Lee, Proctor & Gamble, and Tchibo) control about 70% of the market1 and the banana industry is dominated by three oligopolies (Dole, Chiquita, & Del Montel) that control over 65% of the market. In 2003, these three companies had 56% of world banana export shares and 80% of export shares in Central America (FAO, 2003) Economics of scale enable MNCs to reduce the costs of manufacturing and lower prices to benefit consumers but they can also provide the basis for concentrated markets such as an oligopoly with high prices and monopsony power. Evidence of the power of MNCs is seen in the vertical integration where MNCs own banana plantations and control packaging, shipping, importing, and ripening to closely control

Introduction to Computer Application and Systems Essay Example for Free

Introduction to Computer Application and Systems Essay The first week required us to assemble a team and establish the team charter; we also discussed the benefits of information systems in the work environment, such as the computers and Internet access. Almost every major company has computers and Internet access now, the company cannot run smoothly without these basic information technology systems, if the company wants to be successful, it has to connect to the rest of the world and Internet is the best way for the company to do so. But there are also some bad sides about the advanced information technology systems, websites like â€Å"Facebook, Twitter, MySpace† require people put their personal information on the website, even some people are smart enough not putting their real name or address on the website, but majority of the computer users just do not have the awareness, they put their real personal information on those websites and once the information is there, it can never be erased. See more: how to start an essay about yourself for college We also talked about the history of the information systems in week one, such like â€Å"Roads† are the first information flow of the ancient world and other things like â€Å"Birds, Stone, Paper† all indicated the beginning of the information systems. Microsoft Office Word is one of the most useful tools designed by Microsoft, the impact it has had on writing is phenomenal, the Microsoft Office Word program is used by perhaps 95 percent of all writers currently extant, and it also changed the way people write, people do not have to worry about a misspelling or lost on word counts, because the Word tools can help them with all these problems. It is rare to see people still writing an essay or a business report on a piece of paper now; this just shows the information technology systems made people’s life so much easier and how important they relate to the society.

Why are Risk Assessments Important?

Why are Risk Assessments Important? Demonstrate why risk assessment is an important conceptual  framework for health and social care practice A phrase I have heard often is ‘health and safety gone mad’ and this has been said by people in the care sector when referring to procedures and training they believe is unnecessary, just creating extra work, to perform extra checks and it has been expressed that some employees felt as if it was creating more procedures and forms to fill that if not done the employee could be blamed if something goes wrong and management could avoid responsibility. I believe that these feeling are caused by introducing training and implementing new tasks without an explanation to their importance and not providing the risk assessment to show the research and past incidents that have led to new procedures being enforced. On the 4th April 2015 I was working as a casual support worker in a S.E.N school and a teacher there told me that herself and the other teachers had to attend ladder training and were forbidden from using chairs or anything else to reach for objects on school premises, the school now had a ladder that they described to be safer and would lessen the risk of an accident. The teacher I spoke to said â€Å"its health and safety gone mad.† She thought it was wasted effort having to have to get the ladder and impractical that they were told that no staff should use chairs for that purpose. She did not know about the numerous risk assessments that had been completed involving falls in school settings from chairs and tables; the National Union of Teachers researched and discovered that ‘Between 2002 and 2010 there was one death and nearly two thousand injuries in the education sector as a result of falls from height’. The National Union of teachers examined regulations th at would support their results and the ‘Regulation 6(3) of the Work at Height Regulations states that employers must do all that is reasonably practicable to prevent anyone falling. They must avoid work at height being carried out wherever possible, and where it is unavoidable put in place measures (e.g. suitable work equipment and procedures) to minimise the risk of a fall, and the risk of injury should someone fall despite suitable measures being put in place’. So it is each employer’s obligation to provide training and equipment to ensure the safety of their employees when the probability of the risk happening becomes greater and new information is produced showing new procedures need to be implemented. Risk assessment is the valuation of the harm or disease that could be caused by an object or the environment and this harmful substance is labelled a hazard and the level of harm that hazard can cause will affect how the hazard is controlled. The hazard could present a low or high risk to individuals or the environment; the extent of harm the hazard could cause and the probability of that harm happening is how the risk is measured. The factors to consider when looking at a hazard are how it could cause harm, where does the hazard reside or kept, conditions surrounding the hazard, the frequency of exposure and how much exposure is safe (GreenFacts.org, 2014). A qualitative risk assessment ‘produces findings that are applicable beyond the immediate boundaries of the study (G, Guest, 2005)’. A qualitative risk assessment has been defined as a ‘written photograph’ (Erlandson, Harris, Skipper, Allen, 1993) as cited in Participant Observation as a Data Collection Method (2005), it observes an individual’s contradictory behaviours, beliefs, opinions, emotions, and relationships of individuals. Qualitative methods are also effective in identifying intangible factors, such as social norms, socioeconomic status, gender roles, ethnicity, and religion, whose role in the research issue may not be readily apparent. (G, Guest, 2005). The techniques of a qualitative risk assessment is to observe the subjective influences of the individual, to interview the person or other individuals that are necessary to the assessment to gain background information, contributing factors that has lead up to current conditions and the r isk assessment, to strategies possible solutions and to try and have answers to any queries. Focus groups bring together a group of people to discuss and express their feelings on one topic. The focus group can assist in researching a sensitive subject, to gather preliminary data, aid in the development of surveys and interview guide, to clarify research findings from another method and to gain a large amount of information on the topic in a short time, access to topics that might be otherwise unobservable, can insure that data directly targets researchers topic and Provide access to comparisons that focus group participants make between their experiences (Cohen D, 2006). Qualitative risk assessments assist with quantitative risk assessments as the conclusion of the qualitative risk assessment can provide the information needed to create a numeric value for the probability of the hazard causing harm or disease to individuals or the environment. A quantitative risk assessment identifies the level of risk by using an equation that would show if the risk has a high or low chance of harm or disease by evaluating the hazard, the environment and individuals that could be exposed. The equation used is R=C x E x P means: R is the total score of the risk for example; 20 or less=negligible, 21-69=low, 70-199=medium, 200-399=high and 400or more=very high. C means consequence, severity or disease for example; fatality=100, very serious=75, serious=50, important=10 and minor=5. E is for how often an individual is exposed to the hazard for example; continuous=10, frequent=6, occasional=3, unusual=2, rare=1 and very rare=0.5. P=probability of the hazard causing harm or disease, how often a person could come into contact with the hazard and how capable is the person to deal with the hazard for example; would be expected=10, quite possible=6, unusual but possible=3, only remotely possible=1, conceivable but unlikely=0.5, practically impossible=0.2 and virtually impossible (Tabithasonia, 2014). Risk assessments are based on factual research but there are occasions when personal fears, media and inconclusive debates could lead people to believe that a hazard could cause more harm than studies show or create fears of unrealistic hazards. A media coverage of a study reported serious risks on certain medicines causing unnecessary fear amongst consumers as many of the facts they stated were proven exaggerated or false. The study was based in the US and it was on whether the use of medicines that have anticholinergic effects links to the increased risk of Alzheimer’s at the University of Washington and Group Health Research Institute was published in the peer-reviewed medical journal. The study had some shortcomings and was US based but the British media published the findings in the newspapers and particular newspapers exaggerated statistics, several printed the name of the wrong drug, wrong information given about the focus group and failed to make people aware that the instant stopping of these medications could have adverse effects. The drugs that the study focused on was antihistamines such as Benadryl but the U.K form of Benadryl does not contain diphenhydramine which has a anticholinergic effect and diphenh ydramine is not a chemical that is used in U.K in medicines as it is in the US so the risk of Benadryl in the U.K increasing the risk of Alzheimer’s would be risk assessed as very low as there is no hazard to cause the risk. The level of risk can be based on a person’s perception of the risk using their own knowledge of hazard gathered from word and mouth, personal dread of the hazard occurring and popular beliefs of the hazard and precautionary procedures are put in place using these values. In an elderly residential home there was a fear of Legionnaires’ disease but there was no evidence to support this fear as when tested there was no trace of legionella bacteria in the water system and the water system’s thermometer would ensure the water temperature stays at the levels where the Legionella bacteria is unable to spread and the caretaker checked the water system often ensuring it was up to health and safety standards but a senior member of staff believed that stagnant water was the cause of the spread Legionella bacteria and she thought the home did not use enough water daily to prevent this. An NHS article explains that the environment needed for Legionella bacteria is water temp erature of 20-45C (68-113F) and impurities in the water that the bacteria can use for food – such as rust, algae and lime scale, the world health organisation also has the same information on the spread of legionella bacteria also that if there is stagnant water to test the quality of the water after three days and there still may be no detection of legionella bacteria but these facts were not taken into account when the senior member of staff did her risk assessment and requested that the caretaker would run the taps and showers for a few hours daily to empty the water tanks but if there was a risk of legionnaires disease running water is a risk as it affects people by breathing it in the small droplets of water and the constant refilling of the water tank can dilute the disinfectant chemicals in the tank that protects the water against bacteria proving that a risk assessment that is based on a personal opinion can be inaccurate and would need further investigation into the facts. Epidemiology is the study of patterns of disease and mortality rates showing the diversities in areas, this helps target areas in the need of preventative healthcare and shows which areas or ages are more vulnerable to disease and what areas are people living the longest. The epidemiology study for Legionnaires disease shows that it ‘is rare in the UK. In 2013, 284 people were reported to have the infection in England and Wales. Of these cases, 88 people (31%) were exposed to the infection while travelling abroad – mainly to Mediterranean countries, but also tropical countries such as India. However, given the millions of trips made abroad each year, 88 cases is a very small number. Cases of Legionnaires disease arising in England and Wales usually peak between July and September. (NHS, 2015)’ In healthcare settings there are mandatory risk prevention measures in legislation on risk management and the health and safety of individuals and the environment that have been sanctioned by governing bodies and enforced by inspectors such as Care and Social Services Inspectorate Wales. The Health and Social Care (Safety and Quality) Act 2015 is a legislation that’s goal is to improve the safety and quality of those in care and explains what is expected of regulators of health and social care professions. Riddor or reporting of injuries, diseases and dangerous occurrences regulations 2013 is the regulation that explains to employers their duties on assessing risks and how to report incidents and these reports are important to assess the needed safety precautions to prevent incidents in the future. COSHH or Control of Substances Hazardous to Health is the law that enforces employers to ensure all hazardous substances are stored safely in appropriate storage rooms, necessary me asures to be taken and risk assessments are completed to prevent any incidents. The case study I am looking at is about Susan a 45 year old school teacher who three years ago lost her husband in a car accident when she had been driving and blames herself even though it was not her fault and since the accident she has turned to alcohol. Susan has been finding her job more stressful and is drinking more for as a coping mechanism but this had to stop as she arrived for work one day under the obvious influence of drink. She was sent home and warned if it happened again a formal disciplinary action would be taken. Her husband Rik was self-employed and had not made provision for a pension or insurance payment in the event of his death and Susan has not adapted her lifestyle following Rik’s death and she spends more than she earns. Her only income is her salary and child benefit; Susan did have some savings but these have now been spent. She has taken out a bank loan and has also just started taking out short term ‘pay day’ loans. The family live in their own home but it is subject to a mortgage. Susan is struggling to make payments and the last two have been paid late. Susan’s daughter Lydia aged 16 has just started her A levels and is at risk of being excluded for lack of effort. She has also started a relationship with Lee, aged 27, who is unemployed and has 2 children from separate previous relationships. Susan’s son Tom aged 14 has started to rebel against his mother. He defies her and stays out after dark and mixes with the ‘wrong people’. He was returned to the house recently by the police having been found drinking in the local park. Causes of Aggressive Behaviour: Anthropology Theories Causes of Aggressive Behaviour: Anthropology Theories In what sense are aggressive behaviors, i.e. conflict, competition, and dominance, universal characteristics of humans? What is the evidence that in some cultures aggressive behaviors are rarely observed and strongly sanctioned? How is such an outcome achieved? Humans are innately social animals, whose existence depends on a continued complex relationship with other human beings. Expressed aggression will inevitably lead to an individual or group as the dominator, and an individual or group as the dominated. Since human origin, individuals and groups have had continuous conflicts in search for the best economic resources, the most fertile land, and the most sustainable reproductive social group. For this reason, human history is full of aggressive conflicts and sanctioned aggressive behaviors. This essay is a brief composition summarizing the outcomes of aggressive human behaviors, specifically focusing on whether dominance, competition, conflict, and war are caused by nature, nurture, or both. This essay also presents case studies of rare amicable, nonviolent societies and their achievements of peace and human security. It is widely agreed among evolutionary anthropologists and sociobiologists that aggression is a biologically universal human characteristic (Dennen Falger 1990; Schmookler 1995; Wrangham Peterson 1996); however, many contemporary cultural anthropologists advocate that aggression is a cultural construct (Kropotkin 1914). Indeed, the historical debate between nature and nurture is vigorous, as the categories of human intrinsical, interactional, and environmental traits are blurred. Hobbes (ed. Tuck 1991) argued that war is a functional part of human nature that maintains a balance of power and solidarity. Rousseau (Jonathan 2005) defended the position that war is independent from human nature, and is therefore a dysfunctional social construct invented by states intended to protect societies. In contrast, Malthus (Pullen 1989) believed war to be a functional mechanism imparted by God to humans to reduce populations at necessary intervals through an innate expression of aggression and a need for in-group cohesion to maintain a sustainable equilibrium. The nature-nurture debate continues still, from early philosophers to contemporary scholars with no definitive answer. The debate however has recently grown more complex with a greater comprehension of biological predispositions that effect human behavior. The most compelling explanation is that many biological predispositions, like aggression and competition, can be distinguished from, but influenced by, the cultural environment (Renfrew 1997). Every living organism, Ridley (2003, p. 236) argues, is an instrument for ‘genes to grow, feed, thrive, replicate, and die, but most importantly its primary survival function is reproduction. Reproduction undoubtedly catalyzes a competitive force to create descendants. This essay reputes the position that biological factors influence the cultural, or as Ridley (2003) describes it ‘nature via nurture. More specifically, reproduction and aggression biologically entail phenotypic outcomes. All humans feel the need to eliminate competitors, or the offspring of competitors to protect reproductive capital such as territory and mates (Low 2000, p. 214). This can be achieved through aggressive non-violent dominance or aggressive violent conflicts. Anderson and Bushman (2002, p.28) defines human aggression as ‘any behavior directed toward another individual that is carried out with the proximate (immediate) intent to cause harm. This, however, does not mean that the individual has carried out the harmful conduct. It can be inferred then, that aggression is a means to create an inverse relation to achieve a goal through someone without the use of harm or violence. The definition of violence, such as war, conflict, competition, and dominance is arbitrary. For example, violence in one culture can be very different to another culture, or even to individuals of the same culture. Anderson Bushman (2002, p.29) defines violence as ‘aggression that has extreme harm as its goal (e.g., death). When comparing the two definitions, it is clear that violence is aggressive expression but, conversely, aggression does not always lead to violence. These definitions lead to the conclusion that aggression is biological and universal among humans and furthermore, violence is nature via nurture. In fact, human expression of violence is minimal compared to aggression. Aggression can be observed in almost every human interaction in the form of non-violent dominance and competition for social capital (Dennen Falger 1990). Culture arbitrates in inverse relations with norms, mores, folkways, and taboos to prevent aggression turning into rampant violence. With the mediation of culture, aggression via violence serves multiple functions and dysfunctions within human societies (Dennen Falger 1990). Established in-out groups create and maintain group identity and boundary lines between societies. This stratification then creates reciprocal hostility between groups and creates the need for social institutions. These institutions often act as social filters preventing impulsive social conflict between in-out groups (Dennen Falger 1990). These filters also act as a mobilization mechanism, unifying the energies of group members, thus increasing group cohesion or reaffirming state sovereignty (Dennen Falger 1990). Without group unification, powerful charismatic people cannot rally a society toward a collective interest. Social order is achieved through rules and commands issued by these powerful people to maintain a normative system of society and influence the weaker people to represent their will (Dennen Falger 1990). The example of aggression (nature) via dominance (nurture) complies with the laws of mutual aid and mutual struggle (Wrangham Peterson 1996; Kropotkin 1914 ). Through these two laws humans directly benefit from achieved power, status, and resources through competition; however, as a result, 60 percent of all human societies engage in warfare at least yearly (Low 2000, p. 223). War would be inevitable if the genetic basis alone dictated human action. The above arguments have uncovered that the universal character of human conflict, competition, and dominance is contingent on biological aggressive behaviors. Ethnographic records and historical accounts tell a clear story of hominid catalyzed aggression (Carmen 1997). From primate pack raiding, to Homo habilis tribal skirmishes, to Homo erectus group battles, to Neandertal societal armed conflicts, to Homo sapien civilization wars (Schmookler 1995 p. 74-87; Otterbein 2004), humans have perpetually constructed cultural systems to solve the recurrent problem of violent aggression via mutual aid and mutual struggle. Through history, humans have been actively altering their environments through problem solving to best suit intellectual development, which has caused an inevitable in-group/out-group competition (Schmookler 1995). The more humans mutually support each other, the more intellectual development occurs; conversely, the more human intellect increases, the larger civilizations become, and more blood is shed (Schmookler 1995). That is, greater levels of population pressure are associated with a greater likelihood of warfare. Furthermore, ‘warfare is more likely in advanced horticultural and agrarian societies than it is in hunting–and–gathering and simple horticultural societies, and that it is also more likely in hunting–and–gathering and agrarian societies that have above–average population densities (Nolan 2003). Thus, the denser human population becomes, the laws of mutual aid and mutual struggle become more imposed. This is evidence that cultur e can intensify or suppress expressions of aggression. For the most part, however, culture has been unsuccessful at eliminating violence. Since mutual aid and mutual struggle has failed to resolve the problem of universal conflict, surely something must provide a solution. Kropotkin (1914, p. 74) argues that, ‘better conditions are created by the elimination of competition by means of mutual aid, thus establishing a cultural ecology of pacificism. This argument fails because, as presented above, innate aggression induces competition for optimal human survival. To completely eliminate competition, aggression must first be entirely suppressed. Complex human culture is unable to hinder aggression to the degree of elimination, but Kropotkin inadvertently made a good point. Once competition is reduced, social disparities and meritocracy will also decrease, thus preventing the less dominant group from obtaining the subordinate position (Schmookler 1995). The latter part of this essay will draw upon case studies to argue that competition reduction has been the primary objective for many tribal societies and welfare stat es. Kropotkin (1914) uses numerous examples to argue that societies with intra-group cohesion rarely encounter intra or inter-group conflict. Among them is a Papuan tribe located in Geelwink Bay, studied by G.L. Blink (1888). Kropotkin (1914, p. 94) interprets Blinks account as, ‘never having any quarrels worth speaking of and ‘never had he any conflict to complain of which is unsupported because Blink, in his field notes writes, ‘war prisoners are sometimes eaten. Kropotkin does not completely overlook this statement of warfare, but this case study fails to prove his point that inter-group peace is achievable. Kropotkin, therefore, makes a detrimental mistake in his argument for exemplifying paramount sociability and inter-tribal peace. It seems Kropotkin was attempting to persuade readers through an anarchist agenda by centering on the Papuan peaceful in-group relations and describing the Papuan tribe as having a primitive communist system (Kropotkin 1914, p. 93-95). By using examples of Inuit tribes, Kropotkin once again glorifies in-group mutual aid, but abandons emphasis on inter-group conflict. In summarizing Veniaminoff, Kropotkin (1914, p. 100) writes, ‘one murder only had been committed since the last century in a population of 60,000 people, irrespective of mass infanticide to maintain a sustainable population. In truth, Inuit tribes rely heavily on cooperation and reciprocity for intra-group survival; however, they are not exempt from inter-group hostility as Kropotkin omits (1914, p. 95-104; Gat 1999, p. 26). Anthropologist Reynolds (1985, p. 24) asserts that, ‘Eskimos had limited their aggressiveness in past fights with other Eskimos, but had been more brutal in fights with other North American Indian peoples. Although restrained and ritualized, Inuit did wage combat against each other and engaged in inter-ethnic conflict (Gat 1999, p. 26). Even Veniaminoff, whom Kropotkin (1914, p. 99) quotes, writes that for Aleoutes â₠¬Ëœit is considered shameful to†¦ask pardon from an enemy; to die without ever having killed an enemy. Once again, Kropotkin relates the primitive society with his anarchical communist agenda to prove in-group solidarity and peace is achievable, but avoids out-group enmity. Specifically, Kropotkin takes a Rousseauean social Darwinist stance on aggression and conflict by arguing that humans are innately peaceable and cooperative. Nevertheless, Kropotkin shares a commonality with Rousseau, Malthus, and Hobbes; each has constructed two functional and universal explanations for aggression and conflict (Dawson 1996, p. 7). Firstly, interspecific aggression occurs when one group attempts to exclude another group through competitiveness and dominance. This can be achieved with or without violence and is distinguished from predation, when an individual or group dominates the other for the economic gain of a food source. Secondly, group cohesion results in a synergistic in-group relationship, consequently producing an ethnocentric view of superiority toward other groups (Pope 2000, p. 161; Dawson 1996, p. 7). Although Kropotkin downplayed group ethnocentrism and rallying, he realized it is inevitable, as explained above. Indeed, the laws of mutual aid and mutual struggle universally obligate humans. As explained above, innate competition and group solidarity has, throughout the history of man, led to conflicts. With the rise of large-scale societies, these conflicts evolved into primitive warfare. During the early Paleolithic, H. s. sapiens began to spread rapidly across the earths surface (Dawson 1996, p. 26). Fissionings and fusions occurred often, and competition intensified because of seasonal scarce resources. According to Dawson (1996, p. 26) ‘all theories of primitive warfare have recognized that whether or not it [war] is innate it has to be triggered by competition. Warfare is certainly not innate, but it may account for the wide dispersal of early Paleolithic humanity. Conversely, it would have limited the possibilities for offensive/defensive competition because early humans most likely fought for land and resources and the winner would assume ‘ownership, while the other group found new economic capital (Dawson 1996, p. 26). This method would prove effecti ve until groups could no longer diffuse due to a limit of land and resources. At the beginning of the Neolithic culture, large groups could no longer easily avoid neighboring groups by seeking new land, therefore resource limitations compelled people to live in larger, more cohesive societies (Dawson 1996, p. 26-27). Dense populations compelled groups to become territorial, with semi-permanent settlements. Human societies, consequently, were forced to create caches of food to survive. In order to protect these caches, defensible resources became a defensive strategy against raiding groups, especially for agricultural societies (Dawson 1996, p. 26-27). Defensive logistics were designed to deter war but, according to the archeological evidence, war was more often and more brutal (Dawson 1996, p. 26-27). As a result of militarism, the individual became an expendable resource for the good of the group. The democratization of warfare among states is the current solution to the consistent and universal competitive strive for dominance. The democratic model originated during the French Revolution, when states were not yet nation-states and nationalism had not yet developed as a significant political force (Baylis, Smith, Owens 2008, p. 546). For the first time, humanity mustered an enormous and unprecedented amount of human energy into one single national service and mutual protection (Schmookler 1995, p. 99-100, 287-288; Baylis et al. 2008, p. 546). When France democratically handed over this vast army to Napoleon, neighboring nations were compelled to enhance and enlarge their military to deter domination. However, Napoleon was able to dominate Europe because of the newly devised national political system, enabling him to conjure unequalled armies (Schmookler 1995, p. 99-100, 287-288; Baylis, et al. 2008, p. 546). Once again, the laws of mutual aid and mutual struggle intertwine. In conclusion, Hobbes, Malthus, Rousseau, and Kropotkin all had a static view of competition. Competition inevitably leads to war and peace. The laws of mutual aid and mutual struggle are innate, universal, and are not mutually exclusive. They secure orderliness and allow humans to act freely to preserve their genes, however, the knowledge and values shared by a society influence and, to some degree, determine the thoughts and actions of an individual to behave synergistically and symbiotically (Schmookler 1995, p. 13). Through time, humanity has used solidarity, anarchy, fissioning, defense, militarism, social institutions, and democracy to sanction or repel conflict and violence with no prevail. In each case study presented, intra-group solidarity brought on inter-group competition and conversely, inter-group conflict caused intra-group solidarity. Because humans are social creatures and are dependent on each other for culture, conflicts are inevitable. The laws of mutual struggle and mutual aid operate within the law of natural selection – gene survival of the fittest individual or group. In/out groups will always be present; however, conflict and war are not innately biological. They are an outward expression of acculturation. That is, human biological aggression is stimulated by cultural norms, mores, folkways, and taboos. A groups cultural sanctions determine the social consequence for overt aggression. Bibliography Baylis, J., Smith S., Owens P., The globalization of world politics: An introduction to international relations, 4th ed., Oxford University Press, London. 546 Baron, RA Richardson, DR 1994, Human aggression, 2nd ed., Plenum Press, New York, pp. 1-38. Blink, G.L. 1888, Bulletin de la societe d anthropologie, vol.11, p. 386, cited in Kropotkin, Petr 1914, Mutual aid: A factor of evolution, Porter Sargent Publishers Inc, Boston. p. 93. Carmen, John 1997, Material harm: Archaeological studies of war and violence, Cruithne Press, UK. Coy, Patrick Woehrle, Lynne 2000, Social conflicts and collective identities, Rowman Littlefield Publishers, Inc., Maryland. Dawson, Doyne 1996, The origins of war: Biological and anthropological theories, History and Theory, Vol. 35, No. 1, pp. 1-28, viewed 25 Aug 2009, . Dennen, J. Falger V. (ed) 1990, Sociobiology and conflict: Evolutionary perspectives on competition, cooperation, violence and warfare, Chapman and Hall, London. Gat, A 1999, Social organization, group conflict and the demise of the Neanderthals, The Mankind Quarterly, vol. 39, no. 4, pp. 437-454. Kropotkin, Petr 1914, Mutual aid: A factor of evolution, Porter Sargent Publishers Inc, Boston. Low, Bobbi 2000, Why sex matters: A Darwinian look at human behavior, Princeton University Press, New Jersey. Marks, Jonathan 2005, Perfection and disharmony in the thought of Jean-Jacques Rousseau, Cambridge University Press, Great Britain. Nolan, Patrick 2003, ‘Toward an Ecological–Evolutionary Theory of the Incidence of Warfare in Preindustrial Societies, Sociological Theory, Vol. 21 No. 1, pp. 18 – 30. Otterbein, Keith 2004, How war began, Texas AM University Press, U.S.A. Pope, Geoffrey 2000, The biological bases of human behavior, Allyn and Bacon, Boston. Pullen, John (ed.) 1989, T.R. Malthus: Principles of political economy, vol. 1, Cambridge University Press, Great Britain. Renfrew, John 1997, Aggression and its causes: A biopsychosocial approach, Oxford University Press, New York. Reynolds, Vernon 1985, ‘Sociobiology meeting, Anthropology Today, Royal Anthropological Institute of Great Britain and Ireland, Vol. 1, No. 2, pp. 24-25, viewed on 01 September 2009, . Ridley, Matt 2003, Nature via nurture, Fourth Estate, London. Schmookler, Andrew B. 1995, The parable of the tribes: The problem of power in social evolution, second edition, State University of New York, New York. Tuck, Richard (ed.) 1991, Hobbes: Leviathan, Cambridge University Press, Great Britain. Wrangham, R Peterson, D 1996, Demonic males: apes and the origins of human violence, Bloomsbury, London.

The Love Story :: Love Stories Romance Essays

The Love Story Some of the elements in the love story have changed over time. In the ancient world and during the Middle Ages, love stories did not have happy endings, and they focused on love outside of social and economic status. This was an innovation at that time, because most marriages were arranged and the partners were of the same social class. Beginning in the late Middle Ages and the Renaissance, love stories began to have happy endings, because marriage was coming to be rooted in feelings of truelove and couples came together by personal choice. Modern love stories are influenced by Hollywood, and often feature pre-marital and extra-marital sexual relationships, and single parents with children. Over the years, a conventional format was followed. As entertainment and moral values changed, however, the distinction between convention and innovation became blurred. The conventional love story formula has several elements: The couple wants to be together. Often it is love at first sight. There’s an obstacle for the couple to overcome. Those obstacles are usually: lack of communication noble or innocent actions are wrongly perceived other people come between the lovers At the beginning, the couple is neither rich nor poor. There is superficial glamour surrounding the main characters. Fate is used to justify unlikely coincidences. Some outside force brings the couple together. The story has a happy ending (Jensen 75-96) There’s always some convention and some innovation in any given love story; for example, the movieSleepless in Seattle features both. The conventions in Sleepless include superficial glamour. Both Tom Hanks and Meg Ryan are very attractive. Theirs is a love at first sight. The innocent action wrongly perceived comes about when Meg Ryan sees Tom Hanks hugging his sister. They are neither nor poor, and fate has Tom Hanks at the airport when Meg Ryan arrives. Of course, the couple meets at the top of the Sears Tower, and, presumably, lives happily together. The innovation is Sleepless is the way the couple gets together. They have never met each other. They are brought together by Tom Hanks’ young son, who calls a radio show for lonely hearts. Of course, all love stories don’t end as happily as Sleepless in Seattle. William Shakespeare’s tragic love story Romeo and Juliet was updated and made into a movie staring Leonardo DiCaprio and Clair Danes. Romeo and Juliet is conventional in some respects: the good looks of the leading actors, they fall in love at first sight, and the obstacle they must overcome is the longstanding feud between their families.

Johnny Tremain :: essays research papers

Johnny Tremain a young boy grown up as an apprentice during the 1700’s in Boston was an unfortunate but lucky kid. In the next several paragraphs, I will describe interesting parts in the book and also described the Authors factorial & emotional feeling and not to mention my feelings toward the book.   Ã‚  Ã‚  Ã‚  Ã‚  One of my favorite parts of the book was when Lyte came in and wanted a silver piece made by Mr. Lampham in which he had made one before, years ago, Mr. Lamphem wasn’t quite sure if he he still had it, so he was thinking of not doing it, but Johnny was so brave and sure only as an apprentice, he offered to do it. To me that really showed how enthustatic and dedicated Johnny was to the silversmith, when he did ask to do it, Mr. Lampham doubted very seriously that Johnny could do such a thing, but he still trys and works on it very hard and time consuming.   Ã‚  Ã‚  Ã‚  Ã‚  Another good part of the story is when Johnny is basically crippled with one of his hands, and is basically worth nothing, when at one time Johnny was wanted by a lot of masters because he was very talented with his hands. It really makes you think if you were to lose a talent how you would feel about it and act upon it, it made me feel thankful.   Ã‚  Ã‚  Ã‚  Ã‚  Another interesting part of the book was when Johnny went to look for a job. Johnny was so persistent when trying to find another apprentice job. He didn’t really care about what kind of job it was he just wanted a job, he went from place to place trying as hard as he could to hid his crippled hand.   Ã‚  Ã‚  Ã‚  Ã‚  When Johnny started his job with the Sons of Liberty as a news paper route boy it came to be a very interesting section of the book. It was interesting because, he was giving a code to all of the Sons of Liberty members saying â€Å" You owe the Boston herald 6 schilling†, meaning that night there would be a meeting at 6:00 PM that night. He was becoming part of the Sons of Liberty and it was starting to get really good, especially when he started trying to find out when the British attacking , posting at, and grouping at. It was also good when John Adams has him blow a whistle to send the Sons of Liberty to

Americans Need More Vacation Time :: Argumentative Essays

â€Å"I really need a vacation!† Is there a more common phrase in the workplace in America today? I’m sure all of us had uttered that phrase at least once in the last 12 months. Americans are so vacation-deprived, then why is it that almost a third of the American working adults are giving up some earned vacation this year, and when they do go on vacation they still do some work by checking in with office communications, according to a Harris Interactive vacation-related poll? The following table below indicates that the U.S. ranks 10th in term of average number of vacation days around the world per year, with the average of just 13 days per year compared to the United Kingdom’s 28, and Italy’s 42 days per year. Even the average worker in Japan – where the term karoshi, which means â€Å"death by overwork†, was coined gets five weeks of annual paid vacation. Average Number of Vacation Days Around the World Per Year Italy  Ã‚  Ã‚  Ã‚  Ã‚  42 days France  Ã‚  Ã‚  Ã‚  Ã‚  37 days Germany  Ã‚  Ã‚  Ã‚  Ã‚  35 days Brazil  Ã‚  Ã‚  Ã‚  Ã‚  34 days United Kingdom  Ã‚  Ã‚  Ã‚  Ã‚  28 days Canada  Ã‚  Ã‚  Ã‚  Ã‚  26 days Korea  Ã‚  Ã‚  Ã‚  Ã‚  25 days Japan  Ã‚  Ã‚  Ã‚  Ã‚  25 days U.S.  Ã‚  Ã‚  Ã‚  Ã‚  13 days Source: World Tourism Organization (WTO). We like to think that we’ve got the world’s highest standard of living with the per capita GDP of $37,800, 3rd highest in the world , and yet, we are the only industrialized nation that refuses to mandate vacation for workers in the private sector. And if you think we are making the most of those precious few days that we get, you couldn’t be more wrong. According to a study conducted in May 2004 by Harris Interactive, the average American planned not to use three of his or her vacation days this year, up from two days last year. The study also found that nearly 40 percent American said they had canceled or postponed vacations due to work. So what’s the matter with us?

Advertising Campign of Nutella

[pic] TABLE OF CONTENTS |S. No: |Contents |Pg. No: | |01 |LETTER OF TRANSMITTAL |03 | |02 |ACKNOWLEDGMENT |04 | |03 |EXECUTIVE SUMMARY |05 | |04 |BACKGROUND/OVERVIEW |06 | |05 |OBJECTIVE OF THE COMPAIGN |07 | |06 |TARGET AUDIENCE |09 | |07 |STATEMENT TO ACHIEVE THE OBJECTIVE |10 | |08 |RATIONAL & EMOTIONAL REASONS TO BELIEVE & BUY |11 | |09 |COMPETITION |12 | |09 |COMPETITIVE ADVANTAGE |12 | |10 |COMPETITORS |13 | |11 |SWOT ANALYSIS |14 | |12 |PRINT AD (HALF PAGE) |15 | |13 |PRINT AD (FULL PAGE) |16 | |14 |STORYBOARD |17 | LETTER OF TRANSMITTAL B. B. A FALL 2011 PAF-KIET DECEMBER, 2011 SIR SYED HASSAN AZIM PAF-KIET DEAR MR. AZIM WE HAVE MUCH PLEASURE IN SUBMITTING THE REPORT ON â€Å"NUTELLA†. PRAISE TO ALMIGHTY ALLAH, OMNIPOTENT AND OMNISCIENT WHO BESTOWED UPON US THE POTENTIAL AND ABILITY TO ACCOMPLISH THIS WORK. WE WISH TO EXPRESS DEEP SENSE OF SINCERE GRATITUDE FOR THE SUPPORT, HELPFUL SUGGESTION, CONSTRUCTIVE CRITICISM AND ENCOURAGEMENT TO YOU, GENEROUSLY EXTENDED TO US IN OUR WORK. WE HAVE COMPLETED THIS REPORT TO THE BEST OF OUR KNOWLEDGE AND CAPABILITIES. WE HOPE THIS REPORT COME UP TO THE MARK. YOUR’S SINCERELY, FAIZA KHAN (234) ACKNOWLEDGMENT WE ARE FIRST & FOREMOST THANKFUL TO ALMIGHTY ALLAH FOR GIVING US THE STRENGTH & CAPABILITY TO ACCOMPLISH THIS TASK. WE ARE ALSO THANKFUL TO OUT INSTRUCTOR SIR HASAN AZIM FOR PROVIDING US IMMENSE KNOWLEDGE OF THE COURSE THAT HELPED US IN OUR PROJECT COMPLETION. WE THANK THE PEOPLE WHO ACTED IN OUR TVC. AND LAST BUT NOT THE LEAST OUR PARENTS, FOR ALL THEIR LOVE & SUPPORT. EXECUTIVE SUMMARY THIS REPORT IS BASED ON THE NEW ADVERTISING CAMPAIGN OF NUTELLA, THE CHOCOLATE SPREAD. REPORT INCLUDES THE INTRODUCTION & CURRENT POSITIONING OF NUTELLA & THE NEW ONE THAT WE ARE PROPOSING. WE HAVE ALSO EXPLAINED THE TARGET MARKET, & HAVE DESIGNED THE CAMPAIGN IN A WAY THAT IT CAN ATTRACT THE ACTUAL & POTENTIAL CONSUMERS EMOTIONALLY AS WELL AS RATIONALLY. REPORT INCLUDES THE STORYBOARD OF THE TVC, RATIONALE BEHIND THAT, THE TAG LINE, SWOT ANALYSIS & SEVERAL OTHER RELATED THINGS. BACKGROUND This remarkable story began in 1946, in Italy, where, after the war, candy and confections wherein short supply and were purchased mainly for special occasions from the local sweet shop. It was here in northwestern Italy in the small town of Alba, that master confectioner Pietro Ferrero developed a system that enabled him to mass-produce true quality confections and offer them to consumers at reasonable prices. That original Ferrero philosophy was based on a few simple principles: ? Use only the highest-quality ingredients ? Be unique! Never copy anyone else; then Manufacture with the most modern technology Add to that, procedures for ensuring consumers taste only the freshest possible product, as well as some very clever marketing, and the Ferrero story began to unfold. Ferrero is company founded in 1946 in Alba. Originally from pastry shop, today Ferrero International is the world’s fourth largest companies in the confectionery Market. OVERVIEW Nutella chocolate spread is launching in local market although it’s available locally but a wide range of people have some confusion or not familiar with its usage and nutritious value. We are adding a variant which suits to our local environmental need. The competition locally is not very severe b/c people not aware of the product. And no company doing any sort of awareness campaign regarding it. Our product is not just. A chocolate spread but we link a high quality nutritious ingredients in it. The problem which we can face is creating product acceptability regarding its real core values. Locally we don’t have very strong competitor and to some extent imported items. So this is also an opportunity for us that locally no other company doing any sort of promotion and doing any product awareness activities. So it gives us a competitive edge. But the main point of differentiation which itself is very strong is the quality and its nutritious values. We are trying to focus children and mothers. Creating awareness among them and create a high acceptance and proper usage of it among them. The one more reason to target them is that they have a strong impact on buying decision. We just want to endorse it as a quality product which met the requirement of the growing child. PRODUCT DESCRIPTION The product we take is the chocolate spread popular among the children. The product under NUTELLA brand is of very high quality, richer in texture and awesome in taste. Along with it, it’s really nutritious. Something new coming up in this umbrella brand. And we have done it by our pre-research campaign. In that we conduct three focus groups and take expert opinion with different doctors and nutritionist. So what’s new [pic] The upcoming new market champ is inducing a power of strength in every mama’s child. That is CHOCLATE SPREAD WITH ALMOND designed especially according to our local environment. [pic] OBECTIVE OF THE CAMPAIGN We took a product NUTELLA. And in this line no company doing any sort of promotion. A very few people know about these products although they exist in market. People use it but a very large no. of people doesn’t know about the products about its nutritious values and usage. We use it in many ways by doing little variations. Enjoy different taste, texture and awesome recipes. We can use it alone it is also very tasty and nutritious. Nutrition consider it a complete meal (covering 60% of your breakfast requirement). A healthy food for growing children’s and has very high acceptance and likability by growing child. The consumer is going to accept it because of its multipurpose usage. We can use it as it is. It’s ready to eat. It has high nutritious values. Multipurpose use in different range of products like in baking, toping, in dessert, for shakes etc As we all know Nutella already like and accepted by the market. So the new line range are highly accepted by the people who already like and accepted it as a nutritious product and prefer it for their child. They like new range of it and accepted. They got new options and variety of range in taste. Now to make our product successful we have to maintain that trust and belief of our potential customer. We have to assure quality and taste richness and variability of line. The objective of our campaign designed for Nutella is based on multiple objectives that are described below: TO INCREASE AWARENESS As we all know many chocolate spreads available in the market. Customers usually are not aware of the product and do not have brand differentiation in this line. We are tried to create market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our prime objective is to generate awareness. Our campaign is basically designed for the purpose of letting the viewers know what NUTELLA is. TO PROMOTE USAGE The second objective of the campaign was to promote product usage. We do not only intend to make people aware of it, but also to convince them on its regular usage. We have showed in our TVC that Nutella is not a brand that is consumed once in a while; in fact it is a product that should be used on daily basis may it be breakfast, brunch, or the supper for that reason. It must be part of your daily breakfast line. Besides, we promote its multi usage like in baking, toping, in dessert, for shakes etc. Enjoy different taste, texture and awesome recipes. [pic] [pic] STATEMENT TO ACHIEVE THE OBJECTIVE MAGIC OF MAMA HMMMMMMMMMMMMM †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ YUMMY! This is the line that attracts us most because it captures our whole idea. We can define it from three perspectives. First of all it tastes good. Normally children avoid eating any food and food supplement. Children like to eat it. It’s healthy its yummy child. So it’s magic for mummies i. e. ithout any hazel children eat healthy food and demanding more and more. Second perspective its healthy helps in growing, make you stronger. Give insta nt energy. So it is magic by having a spoon of Nutella you get instant energy and freshness of rich creamy taste. It is acceptable by children as well as for chocolate lovers. So you can motivate your child by saying its magic. By eating this you are becoming bigger and bigger. Your bones become stronger. Your mind becomes sharper. So children associate with it as a magic given by their mama’s. Nutella gives an assurance of balance diet or a complete breakfast for kids or a must have a spoon in morning meal for kids. Children and females are the key motivator of buying decision. By using word mama we capture whole mothers segment. It gives sense of association. It is creating a bond between mom’s and Nutella. RATIONAL AND EMOTIONAL REASONS TO BELIEVE AND BUY The Rational Reasons to buy and believe Nutella is that, we have approved Nutella from the Specialists Doctors, Health Care Specialist and common people as well through focus group. They all approved Nutella as a completely safe and healthy product for children’s and for everyone. Nutella is healthy and nutritious product for the whole family health’s that’s why the rational reasons exist in to believe and buy Nutella. Every person wants to give healthy and nutritious food to his family and especially children. With the growing trend of working women, it is somewhat becoming a challenge for women to prepare breakfast early in the morning for the whole family. With Nutella, we provide them with ease & convenience that they are no more required to prepare the traditional breakfast in the morning, which, essentially is pretty time consuming; rather they can use Nutella chocolate spread to be enjoyed at breakfast with bread, bun, milk or cookies and having that equivalent nutritious values. Nutella could also be used in many desserts and in different shake. So people get many benefits from a single product and can use it in different ways. The Emotional Reasons to believe and buy Nutella is that every mother wants to give quality and nutritious food to the family. Mothers normally prefer doctor opinion regarding their child health products. Normally doctors have good reputation and high acceptance in any society . people easily accept doctor opinions. Its healthy food having high nutritious value, give instant energy and power. Helps in growing. It is a complete intake that provides the necessary nutrients required by the body. So every mother wants to buy healthy product and give highly nutritious values to their child. This way Nutella grabs the attention of consumers emotionally as well as rationally by offering the following benefits: †¢ Ease †¢ Convenience †¢ Taste †¢ Nutrition Value for money †¢ Plus, it saves time [pic] Our Mission is to have become the name that immediately comes to mind of our customer† This will be accomplished by; †¢ Making, distributing & selling the high est quality. †¢ Operating our business with honesty & integrity. †¢ Giving back to community by: †¢ Purchasing goods & services from local businesses whenever possible. †¢ Concern to future of our society by giving high nutritious product to its upcoming generation †¢ Providing employments opportunity locally †¢ We will offer differentiated nutritious high quality product to feed customers’ needs. †¢ Having concern to our customer health. OVERVIEW OF OUR CAMPAIGN We are designing a marketing plan for our Brand Nutella along with it launch a new variant under its chocolate spread. We introduce new product line with different ingredient and under the same brand name Nutella taking into consideration local environmental effect. Market Plan is sub divided into marketing strategy, business objectives, SWOT analysis, advertising objective, advertising strategy& current market position. Concentrated marketing Strategy is used for our brand as a proven, measureable & unique. Goals, task, resources & Feedback terms are used in order to make business more effective. Describes our brand strengths, weakness, opportunities & threats we would face during launching & after launching. Advertising objective [pic] Our advertising objective is not sales oriented rather we use communicative objective which relate our product to their need, modify and reinforce their attitudes. Through advertising we want to penetrate in the mind of our target audience. ? ADVERTI SING STRATEGY [pic] As we have communication objective we take strategy from the stages of communication process i. e. Feel-learn-do. As we launch a new variant we go for heavy media coverage taking into consideration all the adv. ing tools. ? Current Market Position [pic] It includes size, positioning, placing, and customer preferences , share & business consideration 1. Set of potential customers who have similar needs 2. Who reference each other when buying? 3. Are alike in the way ? Perceive values ? View product and quality Purchase product †¢ To understand customer wants and demands †¢ Easy to become a leader of a small market †¢ Generally more profitable and more effective use of marketing rupee. †¢ country: Pakistan †¢ City: Karachi †¢ Density: Urban & Sub-Urban †¢ Age: 3 years up to15 †¢ Gender: boys and girls both †¢ Income: 35,000 & above †¢ Religion: Respecting all aspects of all religions †¢ Nationality: Specifically Paki’s & other supporting nations! †¢ Social class: Super class, upper middle and moderate class †¢ Lifestyles: zealous & achievers Personality traits: ambitious, obsessive, moderate and simple. †¢ Usage: daily basis †¢ Benefits: nutritious, healthy, within your means, quality guaranteed & easily available. †¢ Loyalty users: strong & absolu te †¢ Readiness stage: fascinated & intending to buy †¢ Attitude towards product: excited & positive because of its current market image and nutritious value. †¢ Grouping customers according to the strength of their product loyalty. †¢ Example: Frequent purchaser. †¢Ã‚  Customers develop loyalty for a variety of reasons; ? Product satisfaction ? High quality ? Affordable price ? Easily available ? Get all the demands & desires from their loyal brand. ? Mind matching Get all the designs that they want. ? Unique & different to rest of the products in the market. General Strategy Options (as they relate to target marketing) †¢ Undifferentiated Marketing †¢ Differentiated Marketing †¢ Concentrated Marketing †¢ Micromarketing SELECTING AND EXECUTING A STRATEGY Basic determinants of marketing strategy: †¢ Company resources. †¢ Product homogeneity. †¢ Stage in the product lifestyle. Competitors’ strategies. †¢ Concentr ated marketing Focusing marketing efforts on satisfying a single market segment; also called niche marketing. †¢ Approach can appeal to mothers specially working ladies and children and too some extent father. Offer highly specialized quality ingredients. †¢ Nutella appeals to healthy conscious & chocolate lover. †¢ Specialized in their own making †¢ art of selecting concentrated strategy †¢ By this tic tact, Nutella induce a new wave of taste in spreads. †¢ Has its own unique way of describing taste and quality. †¢ Can put dreams on real edge, this is the main objective. A marketing strategy that emphasizes serving a specific market segment by achieving a certain position in buyers’ minds relative to the competition †¢ Attributes †¢ Price/quality †¢ Competitors †¢ Application †¢ Product user †¢ Product class Oftentimes, positioning focuses on Points-of-difference (PODs) The act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market & consumers. The further details of positioning can be measure by positioning map; – In planning our positioning strategies, we prepare a positioning map which gives a view that consumer’s perception about our brand versus competing high- low price according to places & quality. – The better the place, the better the quality with relative high price like Agha’s, Hyper star, Naheed etc having relatively high cost. Consumer’s perception would be quite clear regarding our brand & its quality. This is the strategy that gives a benefit to both parties. Consumers, who can’t afford high prices, can go to places like Imtiaz store & other outlets & get their desired stuff. – On other hand, we are having our benefit in our perception i. e. we cost in accordance to quality. And we are providing highest quality food which suits the growing child. COMPETITORS THE MARKETING MIX Marketing mix includes product, price, distribution and promotion. As powerful as single element can be, it’s the unique blend to create by changing in juggling all four that leads to possible sat isfaction. Thus promotion which includes advertising must be balanced with the product design, the price and the method of distribution to create the overall marketing mix that customer considers when they chose their product. PRODUCT Nutella is a cheerful brand emerge with vigor to satisfy our customers want , Customers would like to acquire their money's worth from a product they purchase, our brand not only is the better worth of their money they paid but also the cheerfulness brand spreading Brand name Is for better recognition & to make it peculiar with the company launching. It also turns product exclusive & give rise to brand loyalty. The Brand name is Nutella, which have already international reorganization all around the world. It must help us out and also help in promoting our new ass variants. Quality Highest quality approved by international and local doctor. Highest nutritious value among its competitor. Rich and creamy texture along with awesome taste. Safety Aspire to gain our client’s, confidence by paying attention to the finest detail of each and every product & make it durable, perishable and safe. Packaging As it symbolize the feeling with which brand is stepping in to the market, Nutella is outspreading joviality and cheerfulness with its chromatic and variegated packaging. Expiry Each item we manufacture carries a one-year expiry. Size Providing the whole size range gratify the selected segments, providing different size bottles from economy pack to family jar. Skim prices: Charging a relatively high price for high quality product available in the market, in order to build a high-quality image. Competition based prices: As it does depend and related with raw material prices, we may landed with competition based price at product maturity stage Market oriented prices: We do not follow market oriented pricing approach, claiming our product as of excellence indication. Special offer pricing: On festive occasions the brand pricing strategy slightly change with customer deals name â€Å"magic† deals comprises relatively moderate prices with some additional value added surprises. PLACEMENT Brands positioning is done on Quality over pricing. We want to position our brand in customer mind. We want customer demand our product. We cater all that places where our target market can reach. We provide our own customized racks for placing our brand in store so that it easily identifiable and differentiated from other brands. Distribution channels: Nutella has already establish distribution channel which augment deliver its offerings to valuable customers Inventory management: Brand has efficient inventory management system to control the market setup, for better sales forecasting, sales and operation. Warehousing & Distribution centers: The brand will operate with the existing warehouse, Nutella posses Satisfy their external suppliers by providing them with clear instructions and requirements and then paying them fairly and on time. So, the product reaches to their destiny safely. Advertisement: TV, radio, poster, news paper, internet, magazines, public transport, children shows, socializing network are the mediums, brand willing to use, for placing promotional content. Promotion Promotional strategy: Push & pull; brand decided using both strategies side by side increase force and trade promotion activities & advertisement efforts. Sales promotions: Settle on to publicize brand through sales promotion by presenting incentives and distributing merchandise to buyers or giveaways. Cash in a bucket, price discounts on events or launch, combination offers like chocolate syrup with spread Personal selling: In here face to face is the most common tactic to follow, but Nutella steps in with new energy so social events & exhibitions & sales force are approaches to act upon Public relations & publicity: Brand support marketing public relations by hosting middlemen meeting quarterly and providing privilege club member cards. Throwing parties on new product lunch, Co operate public relation, Communication, CSR, Media are also be the tools. PROMOTIONAL STRATEGY (PULL): MEDIUMS: †¢ Electronic o Television o Radio o Digital media ? Face book ? Yahoo ? Google ? YouTube ? geo †¢ Outdoor o Billboards EVENTS AT DIFFERENT PLACES LIKE: †¢ Arena †¢ Emerald tower †¢ Park tower †¢ Forum †¢ Hyper star BRAND ACTIVATION: †¢ Different shopping malls †¢ Expo-exhibition (books fairs of children) †¢ At schools PRINTING THE NUTELLA LOGO ON: †¢ School lunch boxes †¢ Milk shake bottles or water bottles †¢ Stationary products Direct marketing (direct mail) External communication (helpline, online consultancy, toll free no’s) Chocolate world providing you the experience of being taste conscious are the additional things that brand will soon get acquired to make children choosy, health conscious & drive them smartly crazy! Advertising objective and advertising strategy: Our advertising objective is not sales oriented rather we use communicative objective which relate our product to their need, modify and reinforce their attitudes. Through advertising we want to penetrate in the mind of our target audience. ? ADVERTISING STRATEGY [pic] As we have communication objective we take strategy from the stages of communication process i. e. Feel-learn-do. As we launch a new variant we go for heavy media coverage taking into consideration all the adv. ing tools. The objective of our campaign designed for Nutella is based on multiple objectives that are described below: TO INCREASE AWARENESS As we all know many chocolate spreads available in the market. Customers usually are not aware of the product and do not have brand differentiation in this line. We are tried to create market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our prime objective is to generate awareness. Our campaign is basically designed for the purpose of letting the viewers know what NUTELLA is. TO PROMOTE USAGE The second objective of the campaign was to promote product usage. We do not only intend to make people aware of it, but also to convince them on its regular usage. We have showed in our TVC that Nutella is not a brand that is consumed once in a while; in fact it is a product that should be used on daily basis may it be breakfast, brunch, or the supper for that reason. It must be part of your daily breakfast line. Besides, we promote its multi usage like in baking, toping, in dessert, for shakes etc. Enjoy different taste, texture and awesome recipes. STORY BOARD 1st TVC [pic] 2nd TVC[pic] FULL PAGE PRINT AD______________________ HALF PAGE PRINT AD______________________ [pic] [pic] ACTION PLAN To make aware about our product we approach to adopt something different and new, as we have seen in much advance markets globally renown, they go with the stream style to create awareness among people about their products changes with the variable change in technology, this task also set us with a bit difficulty that the people first accept that the variant (almond which we added) we designed for them , according to their geography and variant, for that we start with publishing flyers, later on when we get the feel that people are curious to see something new in the market. Then we on air offer digital adds before a week we will’ be available in the markets. The biggest plan we have, we r going to use computer base technology in diff places like arena hyper star forum park tower. We r installing a software which are working on a older concept of MR POPEY that is i. e. by eating a tin of spinach he got an extra ordinary power we using the same concept with the computerize effect by eating a tea spoon of Nutella children transform in a powerful corrector like bentan and power puff girl on the computer screen we are planting the computerize screen software in all the above mention places which catch the child along with their parents, we are placing Nutella stoles in many public places related to our target audience along with that we focus. We set our dummies product correctors in different public concentrated areas on different occasion i. e. ike book fair exhibition in expo etc, we decided to make that precious moment a event for others by setting flat screen panels in the mall, and decorate mall with the multihued banners and colures of Nutella. Last but not least, we have some surprising planning that will be reveal on the day on launching. MEDIA PLANNING M edia planning includes television, radio, newspaper, social networking sites, magazines, billboards and many others . the analytical frame work to consider which media to use, how to use them, when to use them and where to use them effectively and efficiently called media planning . the process of directing the advertising message to the target audience at the appropriate time and place using the using the appropriate channel. Channel Summary – Radio | |Channels |Net Amount |Spots |Share % |Network Areas | | FM 99 Power | 255,529 | 708|6% |Islamabad | | FM 103 | 588,281 | 889|14% |Karachi,Lahore,Faisalabad,Multan | | FM 107 | 968,489 | 1,912 |24% |Karachi | | FM 91 | 1,355,738 | 2,355 |33% |Karachi,Lahor,Islamabad,Gawadar | | FM 99 | 446,765 | 1,810 |11% |Karachi | | FM 94. 6 | 448,679 | 1,067 |11% |Karachi | |Total | 4,063,481 | 8,741 |100% |   | Summary – Digital |   |   |   | |Networking Sites |Media Cost($) |Estimated clicks |Total Media Cost |Ad serving Cost | | Yahoo | | | | | | |3,771 |8,560 |3,771 |46 | | Facebook | | | | | | |3,520 |25,633 |3,520 |138 | | Google Contextual | | | | | | |4,902 |45,820 |4,902 |247 | | Google Placement | | | | | |2,514 |25,000 |2,514 |135 | | Geo | | | | | | |3,143 |28,000 |3,143 |151 | | Youtube | | | | | | |2,263 |18,560 |2,263 |100 | |Total | 20,112 | 151,573| | | | | | |20,112 |818 | Print Summary – Magzine | |Magzine Name |Net Amount |Readership |circulation | | Pak and Gulf Economist | | | | | |72,977 |45,000 |15,000 | | Images | 324,054| 270,000| | | | | |90,000 | | Dalda Ka Dasterkhwan | | 120,000| | | |49,256 | |40,000 | | Time (Pak Edition) | | 390,000| | | |- | |130,000 | | Young World | | 130,000| | |- | |45,000 | | Smash | | 250,000| | | |- | |55,000 | | Masala | | 280,000| | | |- | |60,000 | | Foodline | | 295,000| | | |- | |75,000 | | Chef | | 220,000| | | |- | |85,600 | | Synergyzer | | 285,000| | | |- | |125,000 | | Newsweek | 375,903| | | | | |45,000 |15,000 | | Kitchen | | 225,000| | | |- | |85,000 | |Total | 822,190 | 2,330,000 | 820,600 | |Print Summary – Newspaper | |Newspaper Name |Net Amount |Readership |circulation | | Dawn ( Combined ) 492,562| 270,000| | | | | |90,000 | | Dawn ( Combined ) | 615,703| 270,000| | | | | |90,000 | | The News ( Combined ) | 1,036,973 | 240,000| | | | | |80,000 | | The News ( Combined ) | 680,513| 240,000| | | | | |80,000 | |   |   |   |   | |Total | 2,825,751 | 1,020,000 | 340,000 | |Channel Summary – Tv | |Channels |Net Amount |Total no. f Spots |Total Sec | | Geo News | 5,113,220 | | | | | |172 |6,880 | | Samaa news | 1,904,587 | | | | | |173 |6,920 | | Geo entertainment | 1,078,137 | | | | | |56 |2,240 | | Ary Digital 3,282,101 | | | | | |95 |3,800 | | Cartoon Network | 1,934,760 | | | | | |100 |4,000 | | Ary Zauq | 3,427,668 | | | | | |141 |5,640 | | Oxygen | 145,714 | | | | | |99 |3,960 | | Ary the music | 364,285 | | | | | |99 |3,960 | | Nickleodeon | 364,285 | | | | | |99 | 3,960 | | Play Tv | 218,571 | | | | | |99 |3,960 | | Masala Tv | 158,961 |108 | | | | | |4,320 | | Axn | 582,857 | | | | | |99 |3,960 | | HBO | 1,007,856 | | | | |99 |1,007,856 | |   |   |   |   |   | |Total | 19,583,002 | 1,439 | | | | | |1,061,456 | |Outdoor Summary | |Location |Campaign Net Amount |Area Sq. Feet | | Karachi | 7,216,000 | 1,080 | | Lahore | 4,329,600 | 4,450 | | ISB | 6,560,000 | 2,055 | |   |   |   | |Total | 18,105,600 | 7,585 | ———————– ADVERTISING CAMPAIGN OF NUTELLA GROUP MEMBERS †¢ SYED MOHAMMAD SHOAIB (4478) †¢ FAIZA KHAN (234) MALIK UMAIR HAMZA (4081) SUBMITTED TO SIR HASAN AZIM SUBMISSION DATE; 17TH DECEMBER, 2011 MARKET SEGMENTION NEED OF MARKET SEMENTATION GEOGRAPHIC SEGMENTATION DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION BEHAVIORAL SEGMENTATION SEGMENTING BY BRAND LOYALTY TARGET MARKET CONCENTRATED MARKETING POSITIONING Positioning Map High Naheed/Aghas Hyper start EDCO Imtaiz Makro and other local leading store Price Low High Perceived Quality ? The strong Pakistani mindset towards traditional food and against bread can be one of the threats. ? There are no much of a threats until it gets positioned. ? After positioning it has to beware of duplicate brands. The Pakistani market has been and will always be a welcoming one for new products like Nutella as it did for Kellogg’s. ? The purchasing power of Pakistani has been on a raise lately and the rise of urban middle class will be appositive sign for Nutella. ? The population of youth is more and hence Nutella has a bright chance of succeeding. ? Not much of a competition exists in Pakistan. ? It’s high in carbohydrates which is the major nutrient lacking in Pakistani kids. ? It has low GI and it works for the apprehensions of the mothers and keeps the kid energetic all day long. ? It’s tasty and delicious and will definitely work for kids ? Quicker to make and easy to eat which will solve the problem of working mothers who find preparing breakfast a challenge. Chocolate in the morning is not very welcomed in Pakistani homes & Pakistani mothers and kids are still inclined towards the traditional food. Suggested retail price: our retail prices are Bottle of 350gm is around Rs310 Volume d iscounts: As the brand recently will get launch, accept volume pricing when brand reach to growth stage. 1st month discounts: give privilege low prices to costumers buy product at the very first i. e. you also called opening promotional activity. Price flexibility: Nutella is an exclusive brand so we just propose fixed price, no price flexibility. Profitability: Brand profitability is based on the skimming It†¦ †¦ Fall11 PAF-Karachi Institute of Economics & Technology