Building a Services Brand Essay Example | Topics and Well Written Essays - 1250 words

Building a Services Brand - Essay Example Striking a balance between the customer-centered approach and the internal orientation towards the centrality of staff is the key to the development of a service brand. This paper attempts an overview of the available literature on services brand building and then correlates it with the opinions of leading-edge brand consultants. Literature Review: The existing models of brand building, by and large, are biased towards the goods sector with little or no relevance to the services sector. Aaker’s brand identity planning model (Aaker et al. 40), Kapferer’s hexagonal brand identity prism model (Kapferer 182) or Ind’s insistence on organization-wide commitment and employee-centric approach (Ind 24) hardly has any principles that can have useful application in services brand building. However, the four-dimensional brand asset management strategy proposed by Scott M Davis (Shay 438) and the four-step process suggested by Gregory and Sellers focus on a combination of int ernal and external factors and are therefore worth considering in the present discussion. Davis’s model includes the phases of developing a brand vision, determining the brand picture, devising a brand asset management strategy and devising a supporting culture. ... According to de Chernatony, the definition of brand image includes the three components – promise, emotional values and rational values (Schmid 1). Overall, there is a paucity of literature about building services brands and this could be because brand building, by its very nature, is dynamic. Moreover, new services are often included under the existing and established corporate brands. The need to build a corporate brand from scratch rarely arises. As for the question of who must take charge of the task of building services brands, the limitations in the traditional brand manager concept have already become obvious and category managers are replacing brand managers (Batra et al. 25). Considering the multi-faceted role of CEOs and the declining role of marketing departments (Hulbert et al. 55), it certainly is a good idea to have an exclusive executive and a cross-functional team with sole responsibility of brand building. Toffler ventured a little further and advocated user g enerated branding by way of prosumerism (Burmann et al. 75). In all this, the HRM has a crucial role to play as recruiting, training and motivating employees is as important as understanding and fulfilling customer needs (Thomson et al. 819). Kaplan and Norton too endorse the idea of internal / external balance through their ‘balanced scorecard’ (7). Ambler goes to the extent of saying that internal marketing should precede external efforts (113). What the experts say: With respect to developing service brands from scratch, the questions that precisely need to be answered are: (i) Who is involved? (ii) What are the stages that firms go through? and (iii) Which orientation is

Organism Physiology Essay Example for Free

Organism Physiology Essay Introduction This paper will clearly display a diagram of an organism of the student’s choice. This organism will display all of the main structures of the primary organs by labeling. Careful research will exhibit the concepts of natural selection and adaptation. Selected organism will address the proper concepts that apply. Three physiological adaptions were investigated by the student. Upon conclusion of the student’s investigation, knowledge will grant the understanding of how physiological adaptions allow the selected organism to thrive in its ecological niche. The organism that was selected for this essay is the Fish. External Anatomy This diagram below was provided and reproduced with the kind consent of WWW.FLORIDA FISHERIES.COM. Florida Fisheries has developed and provided the illustration of the external detail breakdown of a largemouth bass fish as shown below: Explanation of why nuisance species like the Fish share an equal importance to the economy and to ecology. Fish evolution and adaption process has produced many species that are a great contribution to mankind in many aspects. INTERNAL ANATOMY There are many variations of fish; who are defined as animals. Fish represents the most common living vertebrates. Currently, there are an estimation of at least 25,000 species of fish who are living today and this number is growing. The cold-blooded fish have a backbone and fins. In  addition, fish breathe through an airway named gills. Fish have skin however, on top of the skin is scales. There are some fish who do not have scales; as catfish who only have skin. Fish are able to steer, stop, move, maintain their position and stop by using their fins. The location of these fins vary in different fish. As for the scales on fish they vary as well. Amazingly all fish have a slimy mucus covering that protect fish for obtaining infections. Fish are referred to as aquatic vertebrates and they have appendages which have gone through the adapted process over a set time frame for the purpose of swimming. Mastering their domain which is water have gained the attention of many scientist. Fish come in various sizes and colors and have hearty appetites which substantiates their ability consume a large variety of foods. Evolution and Adaption Process There are many different species of fish. The first fish were vertebrates which were labeled as Ostracoderms. These fish were evident during the Cambrian Period approximately 510 million years ago. These vertebrates became extinct when the Devonian period ended 350 million years ago. One of the distinct character traits of these fish were jawless and their primary home was always in fresh water. Another distinct trait was their size which measured less than 30 cm (1foot long). Their external appearance as a bony scales covering the entire body of the fish. Osteichtyes are a class of bony fish that exist about 20,000. This class of fish which has a history of more than 410 million years include: tuna, eels and many other varieties of bony fish. These fish ceased to exist when a class of large humongous fish like the Sharks, Whales, and Placoderms arrived on the scene. Evolution has proven for these fish to exist their lungs increased allowing these fish to develop a swim bladder. This evolution process allowed these fish to float in the water no matter how high the water is. In addition, this evolution became very evident in the fish lungs. There are many categories however the three major for bony fish are: lung, ray-fins, and lobed. Their existence depends on the type of water that they live in. When these fish live in fresh water the oxygen level must have at least ninety percent. Their physiological characteristics of these fish gills is to strategic conduct a gas exchange where these fish maneuver water across their blood vessels. This fish gills are a very important physical trait  which is covered by opercula. This part of the fish looks like large plates. Digestive, and circulatory systems of these fish operate with a heart that has only two chambers. Conclusion Fish are a proven great contribution to all of mankind. Their evolution has proven to be very successful for a proven source for all of mankind. Gaining a greater understanding of their past to present will establish boundaries to protect their ongoing evolution. Some of the concepts of adaption and concepts of natural selection of how these fish thrive in its ecological niche have been addressed. Reference 1. WWW.FLORIDA FISHERIES.COM 2. www.lookd.com/fish/evolution.html

Subdivisions of Corneal Ulcers and Treatment :: Eyes Cornea Vision Health Medical Essays

Subdivisions of Corneal Ulcers and Treatment The eye is one of the vital organs in a human being. As seen on figure 1, the eye is composed of many different parts and function. The cornea is a clear covering over the colored iris and the pupil of the eye. The function of cornea is to help focus light on the retina and protect the iris, lens, etc. so that the eye can see. The cornea is best to compare with a standard contact lens. Although, the function of a cornea is to protect from harmful microorganisms, it is also vulnerable to those same unicellular organisms. One of the major diseases affecting the cornea is a corneal ulcer. A corneal ulcer is an â€Å"non-penetrating erosion, or open sore in the outer layer of the cornea, the transparent area at the front of the eyeball† (Medlineplus). Corneal Ulcer has many different names, depending on the microorganism that causes the ulcer. Some of the major diseases include Bacterial Keratitis, Fungal Keratitis, Acanthamoeba Keratitis, and Herpes Simplex Keratitis. Bacteria, fungi, amoebae, and viruses are the prime cause for these diseases. These microorganisms settle in the cornea, grow, and feed on the cornea. This process causes a corneal ulceration. Contact lenses are the leading way these microorganisms enter the cornea (discussed later). There contains multiple symptoms in order to identify corneal ulceration. Some of these symptoms include the following: eye redness, tearing increases, vision impairs, eye burning, itching, and photophobia (sensitive to light) start to develop (Medlineplus).   Ã‚  Ã‚  Ã‚  Ã‚  Many different methods of detecting corneal ulcer are present at the doctor’s office. Visual acuity test, Slit-lamp test, and Shirmers (tear) test are some of the tests that a doctor conducts during eye examination. Visual acuity test allows the doctor to measure a person’s vision by reading the eye chart (figure 6). A Slit-lamp is a specialized magnifying microscope in which a doctor could examine the cornea, iris, and retina. Its use is to look in the interior of the eye with the built-in laser and a camera (figure 7). Shirmers test determines whether or not there is enough tears to keep the eye moist. Another methods of detecting for corneal ulcer are Keratometry (measurement of the cornea) and scraping of the ulcer for analysis (Medlineplus).   Ã‚  Ã‚  Ã‚  Ã‚  There are many different ways to treat corneal ulcer. Many times, corneal ulcer is treated in the doctor’s office using eye drops.

Conservation of Races Essay

The United States of America, since its commencement, has been a â€Å"melting pot† of different nationalities. While the term melting pot sounds forthcoming, this is not the case in reality. Many times cultures collide due their differences in ideology, culture, and geographical proximity. Such culture clashes have marked the history of the United States. Race is usually thought of in the physical sense with difference in skin color, hair, facial features, and language. Although race usually follows along physical lines, it is much more far reaching and extends into the social and cultural beliefs. In the past, the dominant trend was to keep these beliefs separate, consequently increasing the feeling of racial unity and racism in society. History has shown us that man has used segregation as a method of not only keeping the peace, but also of keeping the purity of a race in tact. In 1897, an address to the Negro Academy entitled â€Å"The Conservation of Races,† W. E. B. Dubois states: â€Å"The question, then which we must seriously consider is this: What is the real meaning of Race; what has, in the past, been the law of race development, and what lessons has the past history of race development to teach the rising Negro people? I thought the caliber of Dubois’ intelligence and boldness to ask the question was compelling. Throughout this essay I will explore and illustrate how Dubois comes to answer the questions, which he asked his audience. I found it easier to dissect the complex question into three separate questions. First I will illustrate how Dubois defines race. Then I will pinpoint where the basis of the law of race development is formulated. Finally, he answers the question; what can lessons of past history of race development teach the rising Negro? W. E. B Dubois writes that he believes that the conservation of races is the cornerstone of keeping the Negro race pure and intact. Thus, for him, race preservation is not backed only with racial motives, but to help society better itself as a whole. The history of the world is outlined by the histories’ of different groups and races. He states, â€Å"If it be true the history of the world is the history, not of individuals, but of groups, not of nations, but of races, and he who ignores or seeks to override the race idea in human history ignores and overrides the central thought of history (pg.142). In â€Å"The Conservation of Races† Dubois stresses the importance of surveying the whole question of race. He criticizes a biological account of race. He claims that such an account is inadequate because it fails to explain both the wide variety of physical traits within a race and the physical likenesses shared by all humans. For example he states, â€Å"Many criteria of race differences have in the past been proposed, as color, hair, cranial measurements and language. And manifestly in each of these respects differ widely (pg 142)†. Instead, Du Bois proposes a definition of race based on sociohistorical criteria that emphasized cultural and political loyalty. He defines race as: a vast family of human beings, generally of common blood and language, always of common history, traditions and impulses, who are both voluntarily and involuntarily striving together for the accomplishment of certain more or less vividly conceived ideals of life (pg. 142). I would have to agree with Dubois that race is a combination of language, traditions, color, impulses, common blood and ideals of life. This is extremely evident in the anatomy of the world. You can have people who are physically, spiritually, politically, socially, etc. very different be members of the same race. â€Å"Although the wonderful developments of human history teach that the grosser physical differences of color, hair and bone go but a short way towards explaining the different roles which groups of men has played in Human Progress, yet there are differences- subtle, delicate, and elusive, though they may be – which have silently but definitely separated men into groups† (pg 142). Here Du Bois suggest an ideal of the law of race development. He further adds, â€Å"At all times, however, they have divided human beings into races, which, while they perhaps transcend scientific definition nerveless, are clearly defined to the eye of the Historian and Sociologist† (pg. 142). I think and maybe Du Bois would agree that the idea of race is an outdated, invalid scientific concept used to categorize individuals and validate who is superior or inferior. As discussed in class I don‘t think racism will ever cease to exist, because the ideal of race is far too prevalent from individuals of all sizes, shapes, and colors. And focusing on the illusion of race will never solve the problem of racism. The only way to stop racism is to end the classification of individuals based on meaningless physical characteristics as a whole and celebrate diversity. Finally, he answers the third part to his complex what can the lessons of past laws of racial development teach rising Negro people. By answering this question he attempts to motivate African Americans to create a recognizable culture and make a difference in the world. He believed that African Americans had potential. He thought that in order eliminate the problems African Americans were facing the focus must first be on boosting the African American culture. He states, â€Å"As such, it is our duty to conserve our physical powers, our intellectual endowments, our spiritual ideals; as a race we must strive by race organization, by race solidarity, by race unity to the realization of the broader humanity which freely recognizes differences in men, but sternly deprecates inequality in their opportunities of development† (pg. 145). Dubois also saw the need for one main intellectual entity, a Negro Academy. Dubois eloquently stated, â€Å"†¦ for all these products of the Negro mind, which we may call a Negro Academy. Not only is all this necessary for positive advancements, it is absolutely imperative for negative defense† (pg. 145). He also notes that the African race has not yet been able to share its message. He sates, â€Å"For the development of Negro genius, of Negro literature and art, of Negro spirit †¦ Negroes inspired by the vast ideal, can work out in its fullness the great message of humanity† (pg. 144). In closing, races embody within themselves the answers modern society’s problems. However, a better description of the status of the Negro message would be a work in progress.

Political Theory: Comparing Locke, Rousseau and Plato

Locke: What is the purpose of politics – we could live in the state of nature, we don’t need contract or soverign – life, liberty and property State of nature: men live according to reason and governed by reason – man exists in the state of nature in perfect freedom to do as they want, a state of perfect freedom – not necessarily good or bad, bit is calm and peaceful – men give up some of their freedom to secure the advantages of civilized socity men have the right to protect their freedom (killing if necessary) – bound by the laws of nature – contrast with hobbes: everyone has the right over everything, there exist no private property – Liberty to do as he will, but not harm others Purpose of government: – to secure the natural rights of property rights and liberty – we need law enforcers (soverign), we give power to one person and in doing so this creates a government Private Property: – one establi shed once you mix your labor with good most important because we must create a state because of the scarcity of resource (prisoners dilemma) and the innovation of money – mandatory to own property while living in commonwealth, can mix labour with other peoples resource (compensated) Representation: – ensures the government represents the people – safeguard against oppression – disapproval of absolute monarchies; they are arbitary and represent interest of one – governement must always be for the people 1. government must be desgined to protect the people from the gov . natural rights must be secured Rousseau: – mans main drive is self preservation, but thinks that hobbes and locke overestimated the likelihood of the state of war – men are inherintely good State of Nature: – gives life to general will, so all can live well – men are free and equal, seen as nobel savages, only concerned with immediate needs (hunger, sex, f ear, death) – savages are motivated by self preservation and pity, men are naturally good and don’t want to hurt each other, doesn’t want the state of war believes civilization is what corrupted him, save man is not concerned with materialistic values Morality: differs from locke – in the state of nature there is no reason for law, right or morality because we tend to avoid harming each other because of our natural aversion to pain and suffereing Social Contract: – must have a group that mediates the people and government – we must force people to be free and force people to follow the sovereign Property rights: must mix labor, cannot have more than others because this is a source of inequality – materialistic thinks are making us morally worse – everything that comes from nature is good, everything from society is bad – a source of inequality; creates dependence and jealousy Purpose of government: – to bring the people in harmony – to unite them under the general will representation: – citizens cannot give away their civil duties, they must participate in politics, because the direct democracy must represent the general will Rousseau-Social Contract †¢ The problems of inequality, amor proper, problem of general discontent †¢ Answer to the problem of natural freedom. †¢ Nature provides no standards for determining who should rule †¢ Man is not a political animal, the general will is the foundation of all legitimate authority †¢ All standards of justice and right have the origin in the unique human property of the will or free agency †¢ Liberation of the will from the usual sources that is the true center of gravity of Roussau’s philosophy. †¢ Primacy of the will Given rousseau’s libertarian conception of human nature. †¢ The fundamental problem is how to find a form of association that defends and protects with all the commo n force the person and goods of each associate and by means which each individual uniting with all obeys only himself and remains free. †¢ First part says that the aim of the contract is to protect and defend the common goods of each member. Consistent with Locke’s claims that the purpose of society is protect the security of each members. Rousseau adds a second and more disctinctly original claim. The contract must ensure the conditions for mutual protection, but also in uniting with one another each person obeys only himself and remains as free as he was before. †¢ Isn’t the essence of the social contract giving up part of our natural freedom? †¢ How can we remain as free. †¢ Total alienation of each associate together with all of his rights to the entire community †¢ Total alienation, entire community. †¢ To ensure the terms of the agreements, persons must totally give themselves up for the social contract. †¢ When we alienate ours elves, this must be given to the entire community.This is to ensure that the general will works. †¢ General will is only legitimate sovereign. The famous doctrine of the sovereignty of the people †¢ When we give ourselves over to it, we do nothing more than obey ourselves. Sovereign is not third party, it is simply the people as a whole acting in their collective capacity. †¢ How do we remain as free as we were before? †¢ Formula for freedom or tyranny of the majority? †¢ Only through total alienation do we remain free, because nobody is dependent on the will of another.The new kind of sovereign is the general will, which is the general interest or rational will of the community. Since we all contribute to the shaping of this general will, we do nothing but obey ourselves when we subscribe to this general will. †¢ Not the freedom of the state of nature, but it is a new kind of freedom that he calls â€Å"moral freedom†. †¢ The passage from t he state of nature to the civil state produces a remarkable change in man. Gives our actions a moral quality that they previously lacked. What man loses is his natural liberty, but he gains civil liberty. But, to the proceedings acquisitions or civil liberty, we add moral liberty which makes man truly the master of himself. Obedience that one has prescribed for oneself is freedom, moral liberty. †¢ The moral and political implications are massive. †¢ For Hobbes and Locke: liberty is the sphere of human conduct that is unregulated by the law. Where the law is silent, the citizen is free to do whatever it is he chooses to do. †¢ For Rousseau, law is the very beginning of our freedom, but we are free to the extent that we are participants in the laws that we in turn obey.Freedom means acting in conformity to self-imposed law. †¢ A difference between two very different conceptions of liberty: Liberal vs. Republican †¢ Rousseau makes heroic and unreasonable assum ptions about human nature. Why would we like to get together and engage in debate about political matters. †¢ Human nature and our capacity to engage in debate. Unless everyone is engaged in the process of legislation, there is no way to know that the laws are really an expression of my will. You will find yourselves dependent on the will of others.Freedom from dependence. – The problems of inequality, amor proper, problem of general discontent †¢ Answer to the problem of natural freedom. †¢ Nature provides no standards for determining who should rule †¢ Man is not a political animal, the general will is the foundation of all legitimate authority †¢ All standards of justice and right have the origin in the unique human property of the will or free agency †¢ Liberation of the will from the usual sources that is the true center of gravity of Roussau’s philosophy. †¢ Primacy of the will Given rousseau’s libertarian conception of h uman nature. †¢ The fundamental problem is how to find a form of association that defends and protects with all the common force the person and goods of each associate and by means which each individual uniting with all obeys only himself and remains free. †¢ First part says that the aim of the contract is to protect and defend the common goods of each member. Consistent with Locke’s claims that the purpose of society is protect the security of each members. Rousseau adds a second and more disctinctly original claim. The contract must ensure the conditions for mutual protection, but also in uniting with one another each person obeys only himself and remains as free as he was before. †¢ Isn’t the essence of the social contract giving up part of our natural freedom? †¢ How can we remain as free. †¢ Total alienation of each associate together with all of his rights to the entire community †¢ Total alienation, entire community. †¢ To ensu re the terms of the agreements, persons must totally give themselves up for the social contract. †¢ When we alienate ourselves, this must be given to the entire community.This is to ensure that the general will works. †¢ General will is only legitimate sovereign. The famous doctrine of the sovereignty of the people †¢ When we give ourselves over to it, we do nothing more than obey ourselves. Sovereign is not third party, it is simply the people as a whole acting in their collective capacity. †¢ How do we remain as free as we were before? †¢ Formula for freedom or tyranny of the majority? †¢ Only through total alienation do we remain free, because nobody is dependent on the will of another.The new kind of sovereign is the general will, which is the general interest or rational will of the community. Since we all contribute to the shaping of this general will, we do nothing but obey ourselves when we subscribe to this general will. †¢ Not the freedom of the state of nature, but it is a new kind of freedom that he calls â€Å"moral freedom†. †¢ The passage from the state of nature to the civil state produces a remarkable change in man. Gives our actions a moral quality that they previously lacked. What man loses is his natural liberty, but he gains civil liberty. But, to the proceedings acquisitions or civil liberty, we add moral liberty which makes man truly the master of himself. Obedience that one has prescribed for oneself is freedom, moral liberty. †¢ The moral and political implications are massive. †¢ For Hobbes and Locke: liberty is the sphere of human conduct that is unregulated by the law. Where the law is silent, the citizen is free to do whatever it is he chooses to do. †¢ For Rousseau, law is the very beginning of our freedom, but we are free to the extent that we are participants in the laws that we in turn obey.Freedom means acting in conformity to self-imposed law. †¢ A difference between two very different conceptions of liberty: Liberal vs. Republican †¢ Rousseau makes heroic and unreasonable assumptions about human nature. Why would we like to get together and engage in debate about political matters. †¢ Human nature and our capacity to engage in debate. Unless everyone is engaged in the process of legislation, there is no way to know that the laws are really an expression of my will. You will find yourselves dependent on the will of others. Freedom from dependence.Aristotle: reasoned approach – basic goal of politics was to help society achieve the good life, create a society that allows its citizens to prosper – humans are seen as â€Å"political animals† and thus politicas as a force of nature – citizens take place in politics, they are seen as the backbone of the state and have a responsibility to the state, – not all citizens are equal, but all want sovireign – good citizens not posses what it takes to be good man – polity= best form of government; the rich rule over the rest by knowledge and democracy king should not have all the power, he should be the guardian of the law – (has less power than plato and machs ruler) because of the seperation of powers; legislative, executive and juidical – less power and more mobility – CITIZENS; anyone can participate in politics (must participate) – By nature everyone has the capacity of reason and is able to participate in politics – Slaves are legit they are the means of production so that everyone else can participate in politics – Ruled by; virtue, moral and reason – Education: can change conslitation for progess because children are taught from young age to reason, (public learning) – Bartering=natural Aristotle- Politics Human beings are political animals. Problematic relation between economics and politics Role of labour and role of commerce The political community is de signed to promote human flourishing Happiness is a life of activity expressing virtue Essence of Political rule: ruling and being ruled The highest community is the political community Without law man is the worst of animals and law depends for its existence on the state.In order to meet our needs we must interact with nature to get the results we want. Work is a process, not an activity. Work is enslaving, provided by necessity Some people are fit for being slaves, others are fit for ruling. It is only natural that things are that way. Man is a political animal, that needs to live in a community. Trade is necessary, and therefore there is a need for a division of labour. Property is those goods need to develop their ability to develop a virtuous life Surplus has to be exchanged. Profit making is the pursuit of false wealth (capital)The Unconditionally best regime is the rule of the virtuous. Fundamental value of political community is friendship Aristotle criticizes Plato’s utopia, arguing that it gives too much unity to the state, and would make the state into an individual. A government is good when it aims at the good of the whole community, bad when it cares only for itself. Good Governments Bad Governments Monarchy Tyranny (Worse) Aristocracy Oligarchy Constitutional government (polity) Democracy (Least worse) Citizenship is defined by participation in office and in ruling. Political rule is mastery of free people ublic life is far more virtuous than the private Good citizen vs. good man Aristotle does not have a conception of an absolute good and has a more matrial account of morality. – rights Machiavelli: use deception and illusion for the better purpose of economic ends of the state – prince must be immoral opportunitst, people should never know the â€Å"real him†, but this creates a high risk of being seen as bad leader – overall the lead is not a good one because you cannot rule you people with immoral action â⠂¬â€œ ends justify means – goal of politics to maintain power and stability citizen must obey ruler and do as one told, no room for citizen participation in politics – equality does not exist – prince must be loved and feared – progress for the state = improving means of production (capitalism) Virtue: fortune/luck is half our actions – always appear virtuous – one capacity to understand political life and control it for the greater good of the state not for the sake of morality – priority of security over morality – price must be immoral when need be, to ensure the state security – generosity vs compassion – Machiavelli-Power A good ruler is not always good; he is good when he has to be but is cruel when the situation requires it. †¢ Leader or prince must have virtu: a set of qualities necessary to be a politician worthy of praise †¢ Learn to be able to not be good †¢ He attacks secular moralists a nd the Christian ideals of morality †¢ The prince must have courage to do whatever it takes to get what he needs. †¢ â€Å"Small evils to prevent greater evils† †¢ Political stability is a condition for a private moral life †¢ Domestic sphere is the domain of morality. †¢ Role of the state is to ensure security †¢ Prince must be a realist †¢ Acquisition of power is important How is power won, lost and maintained is the main focus of The Prince †¢ No traditional idea of â€Å"legitimate power† †¢ To achieve political ends, power is necessary. †¢ Fortuna, it is good to do whatever is required to obtain power. †¢ Appear to be good to the general public †¢ We admire the virtuous leaders †¢ No hard rules in politics, no political formulas †¢ Skill, assertive independence is necessary to have political power. †¢ People want power, mainly self interested †¢ Stability, is important †¢ Glory is not a bad thing, it is actually praiseworthy †¢ The Prince must try to master Fortuna as much as he possibly can Hobbes- Leviathan: The Sovereign is not the direct expression of individual rules but an abstraction of the natural desire to rule †¢ Hobbes wants us to abstain from politics by agreeing to be ruled by this artificial man or sovereign †¢ For by art is created the Great Leviathan, commonwealth †¢ Trade liberty for security †¢ Liberty under Hobbes’ sovereign is whatever is not restricted by law. †¢ Humans in the state of nature are in a constant state of war, everything belongs to †¢ Society and political community is artificial †¢ Human equality : in nature nobody is superior to another †¢ What makes authority possible? What is the source of authority?What makes legitimate authority possible? †¢ How can individuals who are biologically autonomous, who judge and see matters differently, who can never be sure whether they can trust one another, how can such individuals accept a common authority? †¢ That is the fundamental question of the social contract tradition. †¢ When is authority in question? True in Hobbes’ time of civil war †¢ Hobbes tells a story: he tells the story about something he calls the state of nature. Hobbes will always be associated with the idea of the state of nature. †¢ It is not the biblical account of Eden, nor is it a political condition like maintained by Aristotle. Sovereign’s main function is to make us equal †¢ The state of nature is not a condition of actual fighting, but a known disposition of actual fighting. †¢ His claim that the state of war is a condition that we are naturally in, is to say that nature does not unite us. If nature is a norm, it does not mandate us to peace, friendship and solidarity with others. Only art and human relations can bring about peace. †¢ Authority and relations are the product of cont rivance and art. – Plato: moral guidance, not legal obidence – philosopher king rule over all with rationality (rational part of soul rules over honor seeking and appeitive) must make the state a â€Å"utopia†; all work together for the common good of the state- seek harmony – children are all raised together and educated together – soverign is essential because it takes the best people in society and puts them in power – ruler acts as moral guider for other social classes – philosopher kings; determine justice and law because of their unique virtue (rationality) – each individual serves as a purpose in society, according to certain qualification (rationality, honor, appetite) that makes them more suited to a particular task (ruler, auxiliary, worker) without the philosopher king men fall pity to their desires and appeitiess(greed) – the state acts as a check for the passions of individuals – humans want what is i ntrinstically good, while they are capable of commiting wrong, this is because of some appetitie/desire rather than some flaw – there exists no equality, there is a social order in which you are born into – everyone is guided by the philosopher king beacuase they posses the ultimate truth, without them the normal person would not know how to act in socity and would fall prey to passions and selfishness humans want what is best, therefore listen to higher good – justice throught: strength, philosophy and doing good to friends Property: plato fails to identify population increase and other countries boundarys Plato- Republic: †¢ What is justice? Is it appearing just but really being unjust? Is it the rule of the strongest? †¢ Move away from ordinary definitions of justice. Perfect Justice vs. Perfect injustice †¢ The Necessary myths: religion. Myths are not true but they are helpful in a society to keep order. â€Å"Noble lie† †¢ Allegor y of the cave: The world of appearances is only a reflection of the pure realm of forms. The best life is the one spent contemplating the fundamental laws of the universe. †¢ The Philosophers must be kings, also called guardians. †¢ Their role is to overlook everything in society is working correctly, and in order to do this they must be philosophers. †¢ Rulers must live in commune, share everything in order that their desires are quenched and they can dedicate full attention to the city. †¢ We are born with natural aptitudes and we should become that to which our natural aptitude fits best. †¢ Perfect city: harmony and order †¢ Noble lie: Gold people are the most apt to lead and become guardians.Silver people are merchants and traders, and bronze people are craftsmen. People can only mate with a person of the same category. †¢ The skill of a guardian/ruler is similar to that of craftsman. The state is the guardian’s craft so he should be pr epared to deal with it appropriately. Democracy is cause of conflict because most people are not suited to rule or make political decisions. †¢ Mastery according to nature †¢ Justice: minding your own business. †¢ Women are not naturally inferior to men. †¢ The form of the Good is higher than justice, and requires extensive training to grasp it. Truth exists independent of time and space. †¢ Justice is a relation among individuals, depending on social organization; and that in consequence it can be studied better as part of the structure of a community than as a quality of personal conduct. †¢ Men are acquisitive, ambitious, competitive, and jealous by nature. †¢ Democracy ruins itself by excess of democracy. Its basic principle is the equal right of all to hold office and determine public policy. People are not properly equipped by education to select the best rulers and the wisest courses. †¢ To understand politics, we must understand psycho logy. Like man, like state† †¢ Human behavior flows from desire, emotion and knowledge. Desire, appetite, impulse instinct, these are one; emotion, spirit, ambition, courage another; finally knowledge, thought, intellect, reason, these are another. †¢ Statesmanship is a science and an art. Only a philosopher king is fitted to guide a nation. †¢ Education should be physical as well as intellectual, and musical. †¢ Justice is about organizing the political community so everyone can live the good life. †¢ Perfect organization of the city so each individual can develop his or her own nature †¢ Every individual is the product of the city People are slaves to their own desires †¢ Good life=contemplation †¢ The perfect ruler has knowledge of the Good, and designs all laws and institutions in according with the Good. †¢ What’s missing is a fundamental knowledge of the structure of the world. †¢ The confine of reality is own huma n nature. â€Å"City† Timocracy Love of honor, desire of treasure. Good=Honor Oligarchy Regime founded on Prosperity. Good=Money Democracy Rule by the multitude. Good=Freedom Tyranny Takes power, wages war, enslaves the people. Good=Desires of tyrant

Selection Tools †Management Essay

Selection Tools – Management Essay Free Online Research Papers Selection Tools Management Essay Good selection decisions make a difference in the type of employee that you hire. If you make a bad selection then you will see the results of this as well. That is why it is very important to choose the right method of selection for the jobs that need to be filled. Selection will reduce the amount of applicants that you have to choose from and hopefully give you the cream of the crop in which to pick the best-qualified candidate. The people involved in the selection process can be one or two or several. Usually in larger companies the Human Resource Department will make the initial screening of the applicants. Once the initial candidates are chose it is then up to the line managers to decided who they want to hire into their units. This is why it is important for the line managers to know about the practices of the selection process. Line managers should have enough information in order to make a sound selection about the candidates. Three selections tools that would be considered when looking to hire personnel for a supermarket are, completing an application, holding an interview and providing references. The reasons for choosing these three selections are to come. Being able to fill out an application shows a lot. It allows you to see if the person is able to read and understand the English language. Working in a supermarket will require the ability to know the English language due to all the advertising on the product that is done. If an applicant can fill out an application without too many problems then you know they are al least competent enough to be able to work in the supermarket. The interview process is very important. This is one of the most important parts of the selection process. Conducting an interview allows you to meet the potential candidate and allow you to make an impression about the individual. One may want to see if the candidate matches up to what he/she has put on the application. The interview gives you a perfect opportunity to ask questions and inquire about what may have been put on the application. It also gives you a chance to see how the individual presents him or her self. Is this person dirty or sloppy? Do they take pride in their appearance? Do they seem excited about the job they are applying for? Holding an interview with the candidate can assess all of these questions. The third selection process to be considered is collecting references. You want to ensure that the impression that you make on the individual reflects how others perceive them to be. Although most candidates are not going to give you a bad reference to call, you can still contact them and inquire about what type of person that individual is. If you are prepared you might even catch the reference off guard and find out something about the candidate that you did not know. This is a good tool to get to know how others perceive your ideal candidate. The advantage to using these three forms of selection criteria is simple. Working in a supermarket is not brain surgery. Overall you just want to make sure the individual has basic skills that will adapt to this environment. The application process is a quick and easy way to show whether the candidate has all the required elements to perform the job in question. The interview process lets you see if this individual would be a good fit for the job and the references just backs up the character of the candidate in question. These are all tools that will help the selection process go quickly and smoothly without it becoming too difficult or expensive to fit the bill. The position that has been chosen for my final project is a case manager, program specialist. The three selection tools that have been named above would be a good starting point for my final project position. However because this job requires more responsibility and is generally funded through the state or a non-profit agency that is being run on federal funds, a more in-depth hiring approach should be used. For this position the person should have higher credentials and be able to handle a lot more responsibilities. A background check would definitely be in order for a person in my final project position. In this position you are required to deal with confidentiality situations within the organization and with the people that you work with. A background check would show if the individual has ever had anything that could be considered questionable behavior in their past. Another tool that may be helpful is to have the potential candidate do a personality test. Since this position is such a highly public position you want to ensure that the potential candidate is not swayed one way or the other too much. This candidate should be pretty solid in their tenure. Using all of the above selection tools will help in the process of hiring the best candidate for my final project job. If you limit yourself to just the basic selection tools then you may limit the amount of information that you have about the candidate and may not be able to make the best selection for the job position in question. Recruitment for this position would be pretty simple. The first recruitment method would be to post an opening internal for any interested candidates. Interested candidates would be given the details on the position available and then given a deadline in which to turn in their resume to a specified person by a specific date. Interviews would then be set up accordingly for the internal candidates that met the criteria of the job in question. Interviewing methods vary a lot depending upon what you are trying to achieve. Structured interviews usually have a set of questions that are asked to each applicant. They keep the flow of the interview in check and do not allow the interview to get off the mark of the questions. For my position in my final project I choose the non-directive interview process. The position in question will vary from client to client. The person who fills this position will need to be very flexible and be able to probe others to find out what it is they are really trying to achieve. The non-directive Interview method allows the interviewee the freedom to go in any direction that they feel. This will be helpful in determining whether they will be able to do this with their clients as well. Broad open-minded questions leave the door open for other things to emerge or come out that may not have come out in a structured environment. As a case manager it is your job to access the client and find out what their needs may be. By holding the non-directive interview you will be able to determine if the interviewee is able to do this Compiled below is a list of some possible interview questions that may be used for this position: 1. Tell me about yourself? 2. What are your major strengths? 3. What is your idea of success? 4. Why do you want to work here? 5. Do you prefer working with others or alone? 6. What type of people do you find most difficult to work with? 7. How do you deal with difficult people? 8. Tell me about a difficult customer you dealt with and how you managed the situation? 9. What is the benefit you will receive from working here? 10. What is the perfect job? 11. What characteristics do you need to possess to succeed in this position? 12. What do you know about this job in which you are applying for? 13. What interests you about this job? 14. How will I know you are the right person for this job? 15. Describe the perfect job? Trying to find the right candidate to fill this position might be difficult depending upon who your potential candidates are. First a summary of all the candidates should be drawn up. In this particular position you need to be a people oriented person and you need to be able to at least show that you care even if you don’t. The personality test will help to give you some background about who this person is. Other things to consider are if the person has the right background or qualifications. Has the candidate worked with others in the past? Or have they been just been in an office environment with no customer contact. Are they a good fit with the current staff members? Do they have the right credentials? All of this information must be gathered on the potential candidates and a decision must be reached based upon all these factors. Reaching the final decision is usually left up to the Manager of the hiring department. Once the decision is made then the offer of employment is also make to the candidate. If you candidate accepts then you hope that a sound decision was made based on all your hiring selection tools that are in place to help you. Hopefully you have achieved success. References Managing Human Resources, G. Bohlander, S Snell 2004 South Western Thompson Research Papers on Selection Tools - Management EssayMoral and Ethical Issues in Hiring New EmployeesThe Project Managment Office SystemAnalysis Of A Cosmetics AdvertisementStandardized TestingInfluences of Socio-Economic Status of Married MalesOpen Architechture a white paperAnalysis of Ebay Expanding into AsiaGenetic EngineeringResearch Process Part OneBionic Assembly System: A New Concept of Self

Bless Me, Ultima Critical Analysis essays

Bless Me, Ultima Critical Analysis essays 1. "The waters of the pool were clear and pure, but dark from their depth and shadows of the surrounding brush. The sun was crystaline white in the clear, blue sky, but still there was the darkness of shadows in this sacred spot," (113). Throughout the entire novel of Bless Me, Ultima, Antonio struggles to be received by fellow students in his class. The best season of the year to attempt to associate with friends is the summer period. Instead of appearing, gray and contrasting like it does in winter, the "waters of the pool are clear and pure." "The sun was crystaline white in the clear, blue sky" embodies the mood and ambience of the summer season. The "darkness of the shadows" implies that both autumn and winter are just around the corner. Summer helps me to recognize the wonders and miracles that the earth truly has to offer. Variation will come with the rotation of the seasons, but summer will keep hopes and joy running high for Antonio. He gets to start school being accepted and having some friends. Before the school year begins, Antonio needs to fight to meet new friends, and Antonio needs to soak up as much information from Ultima as humanly possible to help prepare him for school. 2. "The green of the river passed through a bright orange and turned brown. The trickle of water in the river bed was quiet, not singing as in summer. The afternoons were gray and quiet, charged with the air of ripeness and belonging," (147). During the seasonal progression throughout the year, Antonio reminisces about the previous summer, which is his learning season with Ultima. Antonio has become harmonized with the environment, and has learned to cherish the ever-changing nature surrounding him. He notices that the vigor and the intensity of the river is being depleted by the arrival of the winter season."The trickle of water in the river bed was quiet, not singing as in the summer" is the obvious clue that the river i ...

How Many Glasses Are in a Gallon of Water

How Many Glasses Are in a Gallon of Water SAT / ACT Prep Online Guides and Tips Research suggests that there are numerous health benefits to drinking water, including increased energy, weight loss, improved skin complexion, and more. Water's many benefits are well-known and often touted, but how much water should we actually aim to drink in a day? One common recommendation is to drink a gallon of water in a day. In this article, I'll cover how many glasses in a gallon for standard and non-standard glasses and talk about how many glasses of water in a gallon you should actually drink each day. How Many Glasses in a Gallon: Standard Glass A gallon contains 128 ounces. A standard glass contains eight ounces. So, one gallon equals 16 eight ounce glasses of water. How Many Glasses in a Gallon: Non-Standard Glass Other common types of glassware include pint glasses, which normally hold 16 ounces, or smaller, lowball glasses which hold between four to eight ounces, depending on the glass. Since a pint glass holds 16 ounces, and a gallon is 128 ounces, one gallon equals eight pint glasses. A gallon holds 32 4-ounce lowball glasses, approximately 21.3 6-ounce lowball glasses, and 16 eight ounce lowball glasses. In order to find out how many glasses of a particular size are in the gallon, you can divide 128 (the number of ounces in a gallon) by the number of ounces your glass holds. How Much Water Should You Drink in a Day? Now that we know how many glasses of water are in a gallon, let's discuss how much water you should drink a day. The Mayo Clinic recommends that average, healthy adults living in temperate climates drink eight standard glasses of water a day, which is half of the 16 standard glasses of water that make up a gallon. If you're extremely active, dehydrated, or live in a more arid part of the world, you'll want to increase the amount of water you consume every day. People who sweat a lot are more likely to need to drink a gallon of water every day than people who have a normal, moderate activity level. The bottom line- you should aim to drink at least eight glasses of water every day to receive health benefits such as increase hydration, better sleep, and more. If you're highly active, consider upping the amount of water you consume to one gallon to replace the fluids you lose while sweating. What's Next? Looking for more liquid measure answers? Find out how many cups are in four quarts here.

History Essay Example | Topics and Well Written Essays - 250 words - 51

History - Essay Example I also successfully fished in the nearby water to add to my food supply. My Health rating is poor – my choice of a bay marsh leads to a malaria epidemic and poisoning by brackish water. I chose to deal with disease because it is less deadly and controllable than being exposed to attacks if I will settle near the ocean. 8) Your goal was to be named Governor of the colony. What choices (as mentioned above) did you have to make to become governor, and what were the outcomes?   The decisions I made that promoted to become the Governor of Virginia were; I chose to plant tobacco and two sets of corn. I planted two sets of corn for food security and the appropriateness of the land for the crop. I did not plant wheat and sasanfras because I have no assurance that they will grow with the kind of land in the area. Tobaccos are for trade in Europe. 9) Describe your use of consultations (native, charter, settler). Which of these consultations were useful? Which were not useful? Why, or why not? What do these consultations teach you about the settlement of the actual Jamestown?   The key to be promoted as a Governor of Virginia is to consult with the native and charter and never ask on the settler or colonist. Asking the charter and native gave me insights on my economic and political decisions. For the economy, the native already hinted that there is no gold in the area even if we are obsessed about it. So I did not pursue for mining for my economic activity. For political decision, the colonist would advise me to attack which I did not follow because it is not good to make peace after attacking the natives not to mention that it would be extremely difficult to build an economy when you have

Functioning part of society Essay Example | Topics and Well Written Essays - 500 words

Functioning part of society - Essay Example They have also not been to promote encouraging environment for improved post prison behavior to become acceptable part of mainstream society. It is estimated that ‘two-thirds of prisoners were rearrested for a new offense within three years of leaving prison. In Colorado, 63.7 percent of inmates released from the Department of Corrections in Fiscal Year 2002 were rearrested within 3 years’ (Colorado Commission, 2008, p11). The punishments are broadly conceptualized as a means to make the criminal realize his or her acts of misdemeanor and provide him with a chance to reform so they are not caught into the vicious cycle of criminal activities. But as the data show, the authorities and punishment has failed to prevent the recurrence of acts of crimes or effectively reform the criminals. Another very serious paradigm of contemporary prison environment is that of perpetuated violence and hidden dynamics of segregated crimes within the walls of prison. Michel Santos (2004) in his biographical book, ‘About Prison’ has asserted that American prisons’ cultural paradigms greatly foster an environment of racism and violence.

Macroeconomics of the health care policy in United States Essay

Macroeconomics of the health care policy in United States - Essay Example The general health care was viewed important by each and every Americans and they took pride in the development of the system within the country, the increasing use of modern updated technologies and the growth of modernized hospitals dispersed in different areas of the country. People of the country started believing that health care system of the country has been one of the contributing factors behind the enormous growth of the country. However, it appeared to be just a myth when in the twenty first century several researchers and analysts within the health care system concluded that the health care system of the country was in a position of providing proper health care to only 60% of the chronically ill of the country. Series of statistical facts regarding the health care system of the country reveal that the system is collapsing. The main reason that was viewed behind the collapse of the system was that about 15.8% of the population of the country was not provided with health ins urance despite the country being the highest in its expenditure behind the health care system of the country. The country’s expenditure of the health care sector in the year 1990 was 12 % of the total GDP of the country of that particular year which increased to 13.1 % in the year 2000. The other industrialized countries of the world mainly Canada, West Germany, and Japan spent much less on the health care of the country but still they were able to cover most of their total population much more comprehensively than the United States of America. (Kronenfeld, 2002, pp. 1-9: Patel, Rushefsky, 2006, pp34-35: Shi, Singh, 2005, p144) Use of the most advanced techniques for improving health care thus did not imply that the populations of the... The price of the products hence will not be in accordance with the consumer’s preference since the producers have more information regarding the medical service provider and other medical products. These market imperfections have always been a cause of concern of the health care system of the country. Moreover, according to the data published by OECD in the year 2003, there exists an inverse relationship between the public spending on health care and the contribution of the latter in the total GDP of the country. The data reveals that with increasing public spending the sector’s share in the GDP reduces. Regulations on the health care system reduce competition among the different providers and hence it results in a reduction of their efficiency. Moreover, a majority of the hospitals of the country are generally financed by parties other than the buyer of the health care policies and its suppliers. Thus, proper macroeconomic policies to regulate these loopholes in the he alth care system of the country are to be taken so as to ensure a proper functioning of the system with the society being optimally benefited. The government should encourage people to increase their propensity to save such that those resources come to help in times of need for buying proper and required medical and health services. With the high rate of savings, highly deductible medical insurance with low premiums can be provided by the government that will appear beneficial both from the individual and social point of view.

Atrial fibrillation Essay Example | Topics and Well Written Essays - 250 words

Atrial fibrillation - Essay Example Often characterized by atrial dilatation and the shortening of the atrial ERP, the presence of atrial fibrosis and its structural remodeling changes the normal electrical refractoriness and contractile function of the heart by making the intra-cardiac pressure increase (University of Toronto; Allessie, Boyden and Camm). Because of atrial dilatation, heart-related diseases like hypertension, vulvar heart disease, and congestive heart failure occurs. Individuals who are at risk of AF include those who are more than 65 years of age, individuals with myocardial infarction, and individuals who received cardiothoracic surgery (Allessie, Boyden and Camm). Hypertension, ischemic or non-ischemic heart diseases, and mitral or tricuspid valvular disorders, hyperthyroidism, and alcohol drinking are among the most common factors that could trigger AF whereas atrial septal, congenital heart failure, pulmonary embolism, COPD, myocarditis, and pericarditis are among the less common factors that could trigger AF (Mitchell). Aside from a rapid ventricular response or arrhythmias, patients with mild AF may experience dizziness, dyspnea, diaphoresis, fatigue, and palpitation whereas patients with severe AF may experience chest pain, pulmonary edema, or syncope (Dresing and Schweikert). Using surgical intervention, AV node radiofrequency ablation, control of rhythm using cardioversion or AF substrate ablation, treatments for AF focuses on thromboembolism prevention, rhythm control, and ventricular rate control (Mitchell). Likewise, it is possible to use antiarrhythmic medications such as the angiotensin-converting enzyme (ACE) inhibitor to prevent stress by lowering the atrial pressure when administered to patients (Dresing and Schweikert; University of Toronto). Aside from showing irregular R-R intervals, the ECG of patients with AF is characterized with irregular timing in fibrillatory waves of QRS aside from the absence of P waves (Mitchell). (See

Feminist Movement in England Essay Example | Topics and Well Written Essays - 1250 words

Feminist Movement in England - Essay Example According to the essay "Feminist Movement in England" findings, in England, the movement of feminists has been quite successful to an extent. O'NEILL declares in his study that the major change for women in the history of England is about their employment. Even in the times when England is facing the problem of unemployment, it is surprising that the employment rate of women is seen to increase. This shows that the working class of women is rising to a level that would match up to the men’s level. Hence the employment prospects for women have increased significantly in the past years. Women who are mostly in their mid ages get hired by different firms (O'NEILL, 1969). Recently a renowned economist told a group of individuals who were leaving their school that it would be not them who would get hired but their moms. This clearly shows that women in their middle ages have brighter prospects of getting employed. However, this statement is true to an extent but at times it can als o mislead the women. On the contrary Mohanty & Alexander state that this situation of employment cannot be compared to the situation in wartime when the women took over all the job opportunities they could get i.e. even the job of a man (Mohanty & Alexander, 1997). The women today in England are working in such a way that even the man wouldn’t consider doing. The twenty years of the movement of feminism in Britain has greatly influenced the whole system. The employment rate among women has increased significantly.... The revolution in the employment sector started from the 18th century as Engel's in his book describes the revolution. Mohanty & Alexander further explains that the industrial sector was experiencing a change and many individuals were replaced by modern technologies (Mohanty & Alexander, 1997). As men were removed from their labor women got a chance to enter the arena of employment. Comi states that women were the first to enter the work of maintaining and servicing the machinery which was bought in by the industries. In the recent times there have been a lot of developments in the world of women in England. Women are increasingly getting the rights which they should get (Comi, 2003). However, on the other side of the story, Dervin declares that women are still facing some difficulties while living in England. Even now the problem of rape and discrimination occurs in England. The cases of rape and trafficking of girls is still found in England. Other sorts of discrimination among the genders are also taking place (Dervin, 1997). Dixon claims that the United Kingdom consists of more than fifty two percent of the women's population. But still the percentage of the women which work in the government departments is far much lower than that of the males. 18 percent of the women signify for the Member of Parliament 23 percent for the civil department and 36 percent for the government employments. This shows that in all these departments there is discrimination amongst the women as they are not on the higher posts like the males. Thus it can be said that the males are dominating the society in England (Dixon, 2001). However the percentage calculated here is far better than the percentages analyzed when feminists

Project proposal ( Information System) Essay Example | Topics and Well Written Essays - 500 words

Project proposal ( Information System) - Essay Example As in case of Starbucks, they made their inventory tracking and monitoring easier by the use of RFID tags. RFID-enabled deliveries to Starbucks stores would make after-hours deliveries possible and allow employees to focus on customers, rather than shipments when they are received. (www.rfidgazzette.org) The management of distribution and supplies among various outlets is a problem under manual systems whereas with the use of IT and information systems for managing inventory and distribution, the company can make all distribution decisions and policies in a convenient and efficient manner. Easy tracking facilities and accurate tracing features allow for runtime monitoring and planning of inventories and their distributions in different regions and outlets. The data management and entry is all automated whereas the RFID tags will carry the information which will be updated with the transportation of inventory pack from one place to another. This will provide an updated view of all inventories at any point in time. Keeping track of sales that take place at any outlet is very critical for CharredDregs coffee company.

Feminist Movement in England Essay Example | Topics and Well Written Essays - 1250 words

Feminist Movement in England - Essay Example According to the essay "Feminist Movement in England" findings, in England, the movement of feminists has been quite successful to an extent. O'NEILL declares in his study that the major change for women in the history of England is about their employment. Even in the times when England is facing the problem of unemployment, it is surprising that the employment rate of women is seen to increase. This shows that the working class of women is rising to a level that would match up to the men’s level. Hence the employment prospects for women have increased significantly in the past years. Women who are mostly in their mid ages get hired by different firms (O'NEILL, 1969). Recently a renowned economist told a group of individuals who were leaving their school that it would be not them who would get hired but their moms. This clearly shows that women in their middle ages have brighter prospects of getting employed. However, this statement is true to an extent but at times it can als o mislead the women. On the contrary Mohanty & Alexander state that this situation of employment cannot be compared to the situation in wartime when the women took over all the job opportunities they could get i.e. even the job of a man (Mohanty & Alexander, 1997). The women today in England are working in such a way that even the man wouldn’t consider doing. The twenty years of the movement of feminism in Britain has greatly influenced the whole system. The employment rate among women has increased significantly.... The revolution in the employment sector started from the 18th century as Engel's in his book describes the revolution. Mohanty & Alexander further explains that the industrial sector was experiencing a change and many individuals were replaced by modern technologies (Mohanty & Alexander, 1997). As men were removed from their labor women got a chance to enter the arena of employment. Comi states that women were the first to enter the work of maintaining and servicing the machinery which was bought in by the industries. In the recent times there have been a lot of developments in the world of women in England. Women are increasingly getting the rights which they should get (Comi, 2003). However, on the other side of the story, Dervin declares that women are still facing some difficulties while living in England. Even now the problem of rape and discrimination occurs in England. The cases of rape and trafficking of girls is still found in England. Other sorts of discrimination among the genders are also taking place (Dervin, 1997). Dixon claims that the United Kingdom consists of more than fifty two percent of the women's population. But still the percentage of the women which work in the government departments is far much lower than that of the males. 18 percent of the women signify for the Member of Parliament 23 percent for the civil department and 36 percent for the government employments. This shows that in all these departments there is discrimination amongst the women as they are not on the higher posts like the males. Thus it can be said that the males are dominating the society in England (Dixon, 2001). However the percentage calculated here is far better than the percentages analyzed when feminists

WAR Article Example | Topics and Well Written Essays - 750 words

WAR - Article Example this is regarding to the agreement with some large companies that would contribute and help students to manage his work position.students in the universities will get the option to ownership the device or to rent it .WARcreates a virtual environment for learning based on simulated examples from course curriculum.. The projector is used to display 3D models and also has a lamp and speakers. The pen type projector consists of photolithography lenses operating in 3D to reflect images and components. WAR itself can be thought of as a unique and innovative concept incorporating the state-of-the-art technologies of ubiquitous learning, adaptive multiple intelligences, etc. Tangible to intangible The business model of WAR is unique in terms of providing the advantages of a ubiquitous learning environment that facilitates students to learn the concepts of their curriculum in virtual real-time using models that can be projected in 3D. The idea of WAR also can be found to be unique in its appr oach to marketing and business, as it focuses on the creation of value to customer rather than creating a tangible asset for economic profitability. The intangible nature of the innovation makes it a standard frame of reference for delivering service over a network of businesses and academic entities. While the philosophy of service delivery through WAR is akin to the concept of Service-dominant Logic (SDL) (Lusch et al., 2011) which helps managements and marketers to use this frame of reference to deliver intangible service offerings, the efficient utilization of the service still depends on the ability of the consumer or student, manager, teacher, etc.in utilizing the service for profitability through increasingly collaborative processes. Personalized experience Consumers today have more access to information, increasingly network in the globalized world, use internet technologies to become aware of the products and services of different companies and are able to provide feedback. There is an increasing awareness of the rights and responsibilities of both consumers and companies owing to increased communication and collaboration during their interactions. Further, companies always have to engage consumers for sustaining their business and also bringing the consumer-company interaction under severe scrutiny.This leads to a challenging situation for companies to develop innovative and profitable patterns of collaboration that can help create value for both and a coherent system for value creation that matches the company’s supply value chain and consumer demand is to be developed based on a new frame of reference for value creation, called co-creation (Source 1). Co-creation of value is centered on consumer experience, and the design of WAR successfully achieves this value in terms of a small device or pen and a flexible temporary ownership of the device. While the different events during consumer-company interaction create experiences for the consumer in the context of space and time, it is the individual consumer’s experience that determines meaning of the interaction. This personal involvement and experience is a combination of subjective, objective and relational events and interactions creating personalized experiences, with the individual at the centre and companies having little say over the outcomes (Source 2). WAR has been achieving this goal with its targeting of students in two phases: experience and share the program and providing feedback. While co-creating of value is important for a company, it should also be able to deliver profits against this value creation, which is another major consideration for the companies. Delivering Profits Customer-centered marketing does not

Linguistics and Language Essay Example for Free

Linguistics and Language Essay In this essay, I will explain as well as compare two theories of first language acquisition, behaviorism and innatism. I will explore the differences between them in such categories as the role of the learner, the role of the environment and as well as their strengths and weaknesses. I will then state and explain which one I find more tenable with examples of relevant literature. Role of the Learner Behaviorism, credited to B. F. Skinner in the 1950s, states that the learner knows nothing to start with, he is an empty slate [o1] to be taught. The learner is passive and learns by positive-negative reinforcement, only repeating what he hears. Innatism, credited to Noam Chomsky in 1965, states that the learner is wired from birth for language. The learner is equipped with a LAD, a language acquisition device. This device allows the learner to discover the rules of his language, any language. Role of the Environment Behaviorism states that the role of the environment is key and vital to the learning process. The environment is the active agent while the learner is the passive agent. The environment produces the necessary language input for the learner. It is up to the environment to give positive and negative reinforcement for the learner. Innatism states that the role of the environment is minimal because it only acts as the trigger for learning. It is also thought the environment is flawed and can’t be relied upon to always give perfect information. Therefore, it is up to the learner to find the rules of the language[o2] . Strengths There are a few strengths to support the behaviorism theory. It is easy to monitor the learners’ performance. This is how parents (as teachers) usually teach their children, through nurturing which puts emphasis on the role of the environment. This theory can also explain why learners have the ability to memorize. On the other hand, there are several strengths of the innatism theory. A learner cannot memorize all the possible different language and grammar combinations that he learns through the environment. The LAD helps the learner to generalize rules and make his own creative use of the language. A child will resist using an irregular form because of over-generalizing, and he will create his own form of a word according to the rules that he has internalized. And these rules don’t necessarily conform to adult grammar rules which include many exceptions. By applying these internalized and generalized rules, a child is able to acquire a language at a fast pace. [o3] Weaknesses The Behaviorism theory only accounts for the performance of the learner, and not on his competence. The learner is passive, so this theory does not focus on the learner’s mind and knowledge. It also does not explain why children acquire a language so quickly even if they are exposed to different environments. In addition, this theory also doesn’t offer an explanation of why children over-generalize rules such as the simple past tense of irregular verbs even though they hear irregular forms in the environment. There are also several weaknesses to the Innatism theory. One of the first weaknesses is that it demands the existence of the Language Acquisition Device (LAD), its existence is difficult to prove and is immeasurable. This theory also doesn’t take into account different kinds of learners, just ideal learners with ideal grammar. The environment plays a minor role in this theory, so it doesn’t take into account the social aspect of the learner. My Opinion Looking at the two of these theories, I find the Innatism theory the most tenable. In my own experience with my children and students, the learners do not always model my behavior. This usually occurs with irregular patterns, particularly past tense verbs. This is similar to the â€Å"wug† test where a child will form a past tense of a verb that he has never heard before by applying the general grammar rules that he has learned. This behavior cannot be memorized and must be driven by an internal structure. Another reason to support this theory is that learners with impaired intelligence have been able to learn the structure of language. It has also been proven that American Sign Language which is taught to the deaf also has its own language structure. In addition, the creation of Creole languages supports the theory. As a Creole develops, grammar and structure are built in. The LAD would account for the formation of these languages as well as for creative uses of language by a learner. Conclusion In this essay I have explained two theories of language acquisition, behaviorism and innatism. In doing so, I have explained the different roles of the learner as well as the environment. I have also explored strengths and weaknesses of each theory and why I support the innatism theory over the behaviorism theory[o4] . [o1]Good one, I forgot this in my essay [o2]Do you think you should mention poverty of stimulus here? [o3]ording? Universal grammar is built off of two propositions, that all languages are governed by a set of universal principles, and that the mind is equipped with parameters which are set intuitively by the child according to the language input they receive. UG researchers have found a number of universal principles. One of the more prominent principles is structure dependency. Structure dependency states that all sentences regardless of the language are built off of propositions that carry both a noun and a verb phrase; in other words, every sentence in every language must have at least a subject and a verb (Chomsky, 1959). One parameter setting that is contained in the LAD is the head setting. Some languages such as English are head first, other languages such as Japanese are head last. Various arguments have been used to support the existence of universal grammar. Chomsky (1959) has proposed the poverty of the stimulus argument, positing that the input children receive cannot account for what they produce, and therefore, children must have an innate facility. He argues that the input is marred in two ways; first it contains a hodgepodge of performance slips, and secondly, it does not contain any negative evidence. How do children acquire language when they don’t know what they can’t say, or how do they learn to speak correctly when the input they here is at times in correct? They do so, according to Chomsky, through this innate capacity. Jackendoff (1994) offers another argument in support of universal grammar, the argument from expressive variety. Jackendoff argues that given that languages are recursive, there is simply no way of storing all of the possible sentences one can create in one’s mind. In other words, sentences don’t come from habits, but rather from creative expression. Universal grammar has had a lot of capital in language acquisition theory, although it has been critiqued on some fronts. Connectionists, particularly, N. Ellis (2006) has argued that language acquisition is not due to an innate faculty and the creative expression of humans, but equates it to a usage-based approach where children learning piecemeal frequently reoccurring chunks of language. Another argument against the innate language faculty is that UG researchers have claimed that only humans have access to syntax, yet this has been found not to be true. Certain animals, such as the humpback whale and songbirds have been found to possess a recursive syntax, suggesting that syntax and language may have evolved from lower order primates. Whereas universal grammar begins with language from the inside, Sociocultural theory, another prominent first language acquisition, posits language acquisition begins from the outside. Vygotsky, the founder of sociocultural theory, argues that language is a psychological tool, which children acquire and learn to manipulate as they interact with their environment and with more capable peers (Vygotsky, 1978). Children first learn language as they interact with their parents. Parents use caretaker speech, which makes it easier for the child to understand and grasp a hold on the concepts of the language. As the child begins to understand and produce simple utterances, they are able to use the language to mediate their psychological functioning (Vygotsky, 1978). Vygotsky argues that children begin learning language by first learning single words, which are pure meaning. As they develop their language skills, and engage in social speech, single word sentences are augmented through incorporation of non-meaningful elements, such as function  words, and the child’s thoughts and words begin to develop more sense meanings. For instance, where the word ‘cat’ for the 1 or two year old child could have served as an exemplar for all cats, by the time the child is nine, and having undergone a variety of experiences related to cat, they have imbibed the word with their own unique s enses. Thus syntax and word senses expand, the more a child learns. Now, whereas social speech began from one and developed into many, inner speech, the speech that goes on inside of our heads becomes more and more truncated. Vygotsky argues, contrary to Piaget, that egocentric speech does not ‘disappear’ rather it becomes internalized as inner speech. And this inner speech is something that could not be understood by anybody but the person who is thinking it. Vygotsky suggests that just as people who have known each other for many years, and who have had a large amount of experiences together exhibit language tendencies of shortened syntax because of their historical shared experience, a person’s inner speech also exhibits this characteristic, but even more so; the stuff of thought is nothing but psychological predicates (Vygotsky, 1978). One of the primary ways humans learn anything, according to Vygotsky, is through the zone of proximal development. This concept explains that what a person can do today with assistance, they can do tomorrow by themselves (Vygotsky, 1978). Applied to first language acquisition, the child may receive help from an expert, such as their parents, who point at objects and say their name, for example, cat. After seeing this, the child may repeat ‘cat’ immediately after. The next day, as the child sees the cat, it says the word ‘cat’ without needing to be told by their parents. Chomsky maintains that languages consist of an infinite number of sentences and cannot be learned through habit formation. Language is too complex to be learned in such a short amount of time (Chomsky, 1959). He believes that every human is born with an innate language learning capacity, which is embedded in the language acquisition device (LAD). Chomsky believes that all language share grammatical structures. This is called universal grammar (UG). Proof of UG includes poverty of stimulus, which explains how children acquire the language despite their limited exposure and incorrect input they may receive. Another evidence for UG that languages are recursive, (Jackendoff, 1994). It is impossible to know all the possible combinations; however, they are learned by children. According to UG, there must be some sort of innate capacity that provides the additional information. The fact that children are resistant to correction once again proves that language is developed through an innate capacity. According to Chomsky (1959), all languages share principles, which are invariable across languages. For example, noun phrases and verb phrases. This is called structure dependency. All languages have verbs and nouns. What distinguishes languages from each other according to Chomsky, are parameters, which are language specific. For example, some languages are head first, and some are head last. In relation to UG, Eric Lenneberg (1967) introduced the Critical Period Hypothesis (CPH), which is a window of language learning opportunity before puberty. Proponents of CPH believe after this period, language learning becomes a much more difficult task and adults tend to rely on other mechanisms such as problem solving skills, reasoning, and deductive instruction to learn a language. Evidence of the CP is for example abused children, who despite being removed from the environment where they were deprived of social contact, were not able to learn the language. There have been many criticisms to Chomsky’s UG, for example, the LAD cannot be located and is immeasurable. Also, Chomsky’s theories overlook the effects of social contact and the environment on language learning. Social interactionist Vygotsky (1978) was a strong proponent of the social interaction hypothesis. He believed that learning takes place through social interaction, and give and take of information with caregivers, parents, or peers. According to Vygotsky, children begin with external speech, which could consist of one word only, but have the meaning of a whole sentence. Gradually, as the child grows older, he develops more complex and longer sentences and associates more meaning with his words. A child also engages in private speech (similar to adults), which is usually meant for problem solving or thinking out loud, but is not meant for sharing although articulated. Vygotsky believes that as the child develops more linguistic skills, this private speech becomes internalized and turns into inner speech, which is pure meaning, and does not consist of subjects; it is predicated. In direct opposition to the environment being the active participant in language learning, Chomsky flips behaviorism on its head and presents the learner as having a primary role while environment becomes secondary. Within the Universal Grammar Theory (UG), Noam Chomsky (1959) presents a Language Acquisition Device (LAD) that is responsible for the language learning process. Purely biological, language is filtered through the innate LAD that is structured with principles that are unchanging and parameters that vary according to the language being learned. Proofs to support this theory are many. Syntax and the head-first/head-last parameter are two such proofs. As a child learns language, they hold to one of only two possibilities in any given language – head-first and head-last – and language is formed through recursion and syntactic movement that follow a pattern within a particular language. This shows that language is rule-governed and that the LAD is programmed with language foundations from which a child can develop. That children are resistant to correction follows this same thought as they develop language through the LAD. Language is not linked to intelligence as we see in brain damaged adults who are completely coherent in language skills and others who are cognitively normal but cannot speak correctly. Stroke victims also show that, depending on the area of the brain that is affected, intelligence and speech are not linked. Broca’s and Wernicke’s Aphasias show that certain areas of the brain affec t speech while intelligence remains unaffected. As evidenced by the Gopnik family, genetic impairments have also proven that a glitch in the UG can be passed down from one generation to another, thus proving that the LAD is indeed biological (Jackendoff, 113). Eric Lenneberg’s Critical Period Hypothesis (1967) and the cases of â€Å"wild children† are yet further evidence. Lenneberg holds that the LAD becomes dormant or ineffective after a certain age – around the age of 12 – and this is why children acquire language so much more quickly than adults who are attempting the same. Through these studies of particular children who did not learn language and who were void of contact with language as a whole, it shows that the younger the child, the more fully they were able to learn language. Once a child was passed the age of 12 or so, they were unable to acquire proper language skills. The younger children were not only able to learn more adequately but then went on to continue in the language learning process as a normal adult would. As many proofs as there are for Chomsky’s UG and the LAD, criticisms are plentiful as well. First and foremost, where is the evidence that a device like LAD exists? It certainly has not been located in the brain, therefore, it remains immeasurable and some have serious doubt as to its legitimacy. This theory also limits the role of the environment and gives no account for the social context of the language learning process. It idealizes the speaker and the grammar itself to a certain degree and packages the entire process a bit too neatly. Cognitive Development Theory Jean Piaget’s (1955) work in cognitive development is foundational on many levels. Watching his own children, nature, and certain study groups of young children, Piaget introduces a theory that is completely developmental. As a child is ready and developed (both biologically and cognitively), they are able to assimilate, accommodate and adapt new experiences. Underlying in this theory is reasoning and logic. The role of the environment is minimal and the learner is vital but only as they are cognitively developed and ready for new experiences. A child will not learn what they are not cognitively developed to receive at that point no matter what the instruction. Piaget holds to the notion of children developing schema. As a new experience is received and they are biologically and cognitively ready to receive it, they will develop new schema to fit into the framework of schema that they already have developed. This theory also relies heavily on egocentric and socialized speech with each one serving a different function. Egocentric speech is what is used (mainly by children) when words and thoughts are spoken out loud but the one speaking is only dealing with their own thoughts and ideas. Socialized speech is a shift away from egocentric speech where one simply derives pleasure from speaking to being a way of exchanging their ideas or opinions. Although Piaget’s work and theory is critical, it neither accounts for the child’s behavior as a whole nor for the cognitive development after the stage of ‘formal operation’ is reached. It offers vast insight into the developmental process of a child but little instruction on attaining language skills. It was also based solely on a Western model and is therefore quite limiting. SECOND LANGUAGE ACQUISITION Input Output Hypotheses As a result of older models of language teaching where attention was given to language grammar, Krashen (1981) places his focus on communication input. He contends that if the learner is given a chance to absorb the language, they will be better equipped to acquire it. Rather than forcing output immediately, Krashen holds to a silent period where learners have the privilege of just listening to language before attempting it†¦much like a young child would in learning their mother tongue. Comprehensible input (i + 1) is the formula that Krashen holds to for optimal language learning for second language learners (SLLs). This states that if a SLL is offered input that is only slightly beyond what they already know, acquisition will take place. He also makes a differentiation between language learning and language acquisition, claiming that acquisition is what is needed for the language learning process. Criticisms of Krashen’s hypothesis are that input alone cannot account for acquisition and that some grammatical forms cannot be learned without being taught. Swain (1985) introduces her Output Hypothesis in contrast to Krashen and claims that no matter the input, if the output is unintelligible, acquisition has not truly occurred. It is the output that forces learners to grapple with the grammatical processing and figure out what works. Through output, a learner can realize their problem areas, can experiment with new areas they are unsure of, and gives them the chance to analyze problems they are having in their language learning process.

Marketing Strategy For Entering New Zealand Market Marketing Essay

Marketing Strategy For Entering New Zealand Market Marketing Essay Auckland is the largest city in New Zealand. It has approximately 401,500 people live within the city boundary and 1.25 million in the greater Auckland area. This represents about one third of the population of the whole country. Auckland City (informally Central Auckland) is the city and local authority covering the Auckland isthmus and most of the islands of the Hauraki Gulf, in the North Island of New Zealand. It lies in the Auckland Region, and the Auckland Regional Council is also based in Auckland City. In 2009, it was rated the 4th best place to live in the world, in human resources consultancy Mercers annual survey.  Thus, Auckland is a potential market. In order to market Auckland, we are going to launch out Malaysia local foods, satay. Satay is a type of foods that are grilled or barbecued over a wood or charcoal fire, then served with various spicy seasonings. Satay is cheap and easily prepared if you are experienced worker. We are launching traditional satay which has six types of satay meat. Six types of satay meats that we launched out are mutton, beef, rabbit, deer, chicken, and fish. We will produce our own secret recipe that cannot be found in others place. It is use to attract the local market of Auckland. Our objective is to lets the foreigner experience new flavour and new sensation of Malaysia local food. In making consideration of the health issues, our satay is modified to be less oil, less calories and less fat. We will set up our own outlet that has traditional design of Malaysia style. Customers can feel the Malaysian culture when they come to our outlet. Waiter and waitress in our outlet are required to wear the custom of Malaysian style. The speciality of our outlet is customers are able to see the satay producing process. Besides that, online purchase service also available. Customers can either purchase satay directly from our outlet or indirectly by online booking. These make them more convenience. Delivery services are also provided and free of charge if it is within specific area. Price Price is one of the important issues in marketing mix that determine whether a product can be success or not. Price that we offer is following ethical issue. We are using penetration strategy to attract the customers. Difference types of satay meats are charge at difference prices. Customers can get special discount when they reach certain level of consumption. Low price but high quality of foods is provided. There is no price discrimination to end customer which is an illegal actions. Promotion Promotion efforts that we offered to local people of Auckland are include flyers, newspaper, free sample, cash vouchers, delivery services and weekly discount. If we can promote our products and outlet well, customers will automatically come to us. Flyers and newspaper are more economic ways to promote certain product. Due to we are relatively new in Auckland, we have to heavily promote our products and outlets to reach the sales. Free sample for testing are only available in the first three months of opening. As a conclusion, we are target to tourists and local people in Auckland. In short term, we wish to add on new types of satay such as satay celup and satay lok-lok. We will expand to other city in New Zealand when the market is mature and able to expand. Macro environment analysis PESTEL analysis Introduction PESTEL analysis is an external analysis of the macro-environment in which a business operates. The main objective is to understand the affect of those reasons on business or trade policy because external factors of a country are different within each others. Therefore, we should choose a suitable location to operate the business by viewing the analysis to ensure that the business has potential to enter the country. The country that we had chosen to analyse is in New Zealand which is Auckland. Our analysis is based on three main factors which are political and legal factor, economy factor and finally social and culture factor. Political and legal factor To run a business at other country, one of the important factors which affect trade policy is their legal rules, regulations and their government. Each of the worlds national government regulates trade and commerce with other countries and controls the access of outside enterprises to national resources. The operations and activities of the global enterprise, including the global marketers ability to address market opportunities and threats are affected by every countrys unique legal and regulatory system. The risk is lesser if the government is stable. This is because legal rules and regulations would not be change in short period. In Auckland, the risk of operating new business is high. This is because after every three year, the new government of New Zealand will apply new rules and regulations which benefit for an organization. So, although a business can going into the market in this year, but it does not meant that it can permanently set up at Auckland due to the new rules and regulations. Therefore, before our satay business is going in the market of Auckland, we need to analysis and do estimation on the rules and regulations of Auckland. This is to ensure our business can live longer at Auckland and can survive in Auckland market. Beside the risk of operate business, the labour force is very expensive in New Zealand. Labour force in New Zealand is highly appreciated, thus the labour are given high salary. The labour force in Auckland is also same situation with New Zealand. Due to the high labour force, we planned to assign some of the workers from Malaysia to operate the business in Auckland. This can save our operating expenses. However, we still need to hire local workers because of the local people more understanding the rules and regulations of their own country. Thus, if there are changes in rules and regulations in New Zealand, we can do some adjustment pander to the changes. To operate new business, every organization needs a vast amount of money. The lending rate in New Zealand is high, company has to paid more interest. This situation could be good for the government but it might reduce the profit of a company. The capital of our satay business needs to be high to prevent lending money from government of New Zealand. Exporting a business to New Zealand is already high cost activity, if our business still needs to bare the high lending interest, it will be very hard to earn profits. This is because the profits had been used to pay the high lending interest. Thus, our business needs to have a large amount of capital to export the business to Auckland. Business freedom in New Zealand is 99. 9 % and trade freedom is 84.6 %. It meant that New Zealand has better environment to do business and trading. Due to the freedom of government of New Zealand, our satay business can be exported to Auckland. There is less restriction on doing business in Auckland. The government allows the business to create their own market. Any business that the businessmen want to do, they can apply for the license. The license will always be approved by the government. Therefore, we can easily bring our satay business into Auckland. Economy Factor Inflation rate is less in New Zealand. If inflation rate is low, every commodity and service such as labour, rice, sugar and others products will available at low price where as the organization can produce more. Therefore, we can buy the local products with a low price and fully utilized the resources to increase the productivity. By the lower price of resources, we can launch our business successfully because we need not to worry about the high operating expenses. We can spend our money in other activities that need more investment such as advertising. In New Zealand, people prefer to spend more to help carry on the circulation of money all over the country by buy capital goods, luxuries products and necessary products. This meant that they support their local products. They like to buy their own country product to help the economic growth. In this situation, we decide to buy mutton and beef from New Zealand. We will let our consumers know that our satay is made by the mutton and beef come from their own country. Since they are supporting local products, they will tend to support our satay that produced by local mutton and beef. Moreover, the unemployment rate in New Zealand is low. The citizen will have their own work. Therefore, they have purchasing power that allowed them to buy the products they like. The consumers will consume from the shop because they have money to consume products that they prefer. Our satay is not very expensive compare to local food. If the consumers found that our satay is much better than their expectation, the will consume more. Once the food is cheaper and delicious than other, the consumers can be attracted easily. Social and Culture factor Every country has different culture to each other. New Zealand has majority of Christians religion. According to the 2006 census, Christianity is the predominant religion in New Zealand, which have 55.6% of the population, another 34.7% had no religion and around 4% affiliated with other religions. The Christians have no much restriction about the food that take. Not like Muslims, they have more restriction on food. Therefore, the Christians can choose the food they prefer to have. Besides, the consumption and imports of foods and beverage and electronic gadgets will increase during festival like Christmas in New Zealand. This is because the Christians are concern on their special festival. They prefer cook some special foods and invite their relatives and friends to have a gathering. Thus, our satay maybe can be a choice for them to serve their relatives and friends. Moreover, New Zealand is concern in education sector. 99% of populations are literate in New Zealand. Education sector contributed 6.2% to New Zealand GDP. New Zealand is famous on education sector. Many foreign students are study English and mostly foreigner study in university at New Zealand. One of the famous universities in New Zealand is University Of Auckland. The floating population in Auckland is high due to the famous university. This is an opportunity for our business to launch in Auckland. The population is high and we can target on the students. Students always dare to try new things and they always search for new things to try. Thus, we can attract the students by promoting our satay to them. Furthermore, life expectancy rate is more and mortality rate is low in New Zealand. This is because their lifestyle is free and less stress, they do not like to stay in stressful life. They prefer leisurely lifestyle. After work, they would not think about the work again. They will clear their mind and enjoy their rest time. Thus, they like to do some leisure activities such as go for a walk in the park. One of the famous parks in Auckland is Albert Park. The Auckland citizen will visit to the park during their leisure time. Therefore, we can target on this group of people. They maybe will like to have their meal after they tired and feel hungry because our satay shop is near the park. By giving some flyers to the people, they will acknowledge that there have a stall just set up and they maybe will try it. Conclusion As a conclusion, our business should do enough survey and analysis before going into the New Zealand market to ensure that our business can successfully launch at Auckland. Moreover, the analysis will help us to prevent loss because it does not make sense if we export a business that does not have potential market in the country. In such situation, we will not bring the business into the country. Thus, we will not jump into the loss stage in business because of launching a failure business in a not suitable country. Besides, we can also reduce the risk of operating new business in foreign country if we practise macro environment analysis. This is because we have enough knowledge about the environment factors of the country and we have to judge whether the country has potential for us to export the business. Furthermore, our satay business is discovering a new market in Auckland because there were few store that selling satay. Satay is considered as a new product because satay is a type of traditional food from Malaysia. If the local people have noticed that our satay is met their expectation on food, they will eat at our store. Global Market Segmentation Introduction Market segmentation is an effort to identify and categorize a group of customers and countries according to common characteristics such as gender, income and education level. Global Market Segmentation is defined as the process that identifies specific segments of potential customers with homogeneous attributes who exhibit similar responses to a marketing mix. There are five types of Global Marketing Segmentation which are demographic, psychographic, behavioural characteristics, benefit sought and ethnic. Our satay shop is using the demographic segmentation and psychographic segmentation. Demographic segmentation Demographic segmentation is based on characteristics such as income, population size, age distribution, gender, education, and occupation. We have chosen the income to segment the market. We have segmented the market by using income. There are three level of income segmentation which is high income level, middle income level and low income level. High income level is referred to the people that have income NZ$ 5000 and above each month. Middle income level is referred to the people that have income NZ$ 3500 to NZ$ 5000 each month. While income below NZ$ 3500 is considered as low income level. These situations are because of the living costs in New Zealand is very high. The activities that involve labour force will charge at a high price. The rental of house is also very high in New Zealand. Psychographic segmentation Psychographic segmentation is grouping people by their attitudes, values and lifestyles. By analyze the attitudes, values and lifestyles of the people, we can segment them into different groups. There are several groups of people that stay in Auckland which are students and citizen of Auckland. Students have a high floating population because New Zealand is famous and concern on its education sector. Therefore, there are many local and foreign students that study in Auckland. Citizen is the local people that born and live in Auckland. Different groups of people have different attitudes, values and lifestyle. We are segmenting them based on two aspects which are values and lifestyle. From values aspects, the students are daring to try new things. Thus, promoting is encouraged to the students. They can easily be attracted and dare to try for the things. Meanwhile the citizen is more traditional because they had been affected by the culture. They need to be given more information to motivate them to try the new things. Moreover, from lifestyle aspects, the students are tried to save their living costs. Therefore, they will seldom having meals at the shops. They will cook at home to save the money. Our satay is selling at a low price that afford by the students. Besides, the citizen of Auckland also preferred leisurely lifestyle. From our analysis, we found that the citizen of Auckland do not think about the work after the ended of working hours. So, they can have meals at our shop to reduce their annoyance for what to cook for the day. Conclusion There are different values for students and citizen of Auckland but both of them have similar lifestyle. Therefore, different promotion strategies have to use to attract these groups of people. By segmenting the market into smaller groups, we can determine what we can do to attract the consumers and gain the market share. Targeting Introduction Targeting is defined as the process of evaluating the segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond. Such targeting is reflected to the reality that a company should identify consumers to reach most effectively, efficiently, and profitably. We are target on middle income level people and mainly target in students. Middle Income Level People We are targeting on middle income people because middle income people will always find for the foods that are delicious but not looking at the price to judge whether the food is good or not. High income people always look for the food that is expensive. They will perceive price as the quality of the food. Thus, we are not aiming for high income people. Middle income people are our target. Middle income people will seldom perceive the price as the quality of the foods. Therefore, they will be attracted if the food is delicious and met their expectation. However, the price of satay is not very high compare to other local food in Auckland. Therefore, for the people that having a low income also can taste our satay. Students Students have a high floating population in Auckland because of the famous of education sector in New Zealand. Students are our target is because the values of students. The mind set of students are more open, they dare to try. Thus, if the promotion can attract their attention, they will find out whether the food is good or not. They can accept new taste more easily. Besides, to save the living costs in Auckland, many students have tried to cook by their own. However, sometimes they have no time for cook. Thus, our satay shop can help them solve the problems. The price of satay is not very expensive and they can have their meals in our shop. It is a low spending and also brings convenience to them. Conclusion By concentrate on target market, we can understand better what the market wants and needs. We can try to fulfil the needs and wants of the consumers to bring more satisfaction to them for maintaining our long term relationship that may affect our profits in long term. Justification of new business venture Why our company choose satay as our new venture to enter Auckland, New Zealand? There are few reasons that prove there are opportunities on our product. Everything starts with the customer. We pride ourselves in knowing whats going on in the minds of our consumers. We spend vast amounts of time each year researching the markets where we operate and our customers changing tastes and lifestyle habits. We know what our customers want now. Fusion of Asian recipes In restaurants and at home, New Zealanders are enthusiastic about the fusion of traditional Asian recipes with fresh New Zealand produce. Authentic ingredients for Asian cooking are available in most supermarkets and specialty food stores. This means that New Zealanders can accept well and quite interests on Asian cooking style. So, satay also can be accepted by New Zealanders, since satay is also one of the most popular foods toward Asian and it has a very high potential market value in food industry. It can be seen when the tourist having their vocation in Malaysia, they like to try local foods such as nasi lemak and laksa. No or less competitions Since satay is Malaysias local foods, it is only little or few competition for us. in New Zealand, thus our company biggest advantage is we are the pioneer in producing satay in New Zealand. So, our company will not face any competitor in same sector. Besides that, New Zealand is a very good place for growing things. At present, much of what we grow is on the basis of potential export receipts (cows, pines). So, our company will not facing any shortages in raw resources such as beef. Since New Zealanders like to eat beef, so our company will firstly decide to produce beef satay by fresh beef to introduce to domestic citizens. Low start-up cost Another reason that make we choose Auckland to start new venture is our company has advantage such as low start-up cost and low producing cost .Since satay is a quite simple food to produce, the material handling cost are low. It does not require investing in research and development. It just requires some labour skills and fixed machine. We have to paid fixed amount of salaries to employ the experience workers and buying the machine. Besides that, New Zealand is famous with the production of cow and sheep. From the date that we recovery ,we found out that the number of sheep and cow in New Zealand are more than nine times if compared with the population in New Zealand. We can easily get raw material from local supplier. It saves a lot of cost. We also no need to worry about shortage of raw material. Lifestyle Malaysian is looking for fast foods to counter caused by their busy lifestyles. The lifestyles of New Zealanders are slightly difference with Malaysian. They are very busy and serious during work. So, as a result they do not bring work into home. They know how to enjoy their life. Our company is decide to make satay as a part of fast food which can satisfied those who are always in busy lifestyle since it is easy to consume. However, nowadays, consumers are also looking for foods to counter poor health caused by busy lifestyles, insufficient exercise and fast food. As a consequence, people all over the world are recognizing that diet is important to their health. So our company will introduce low fat satay which can let consumer eat in a healthier way but still can taste a delicious satay. Our satay is low calories, low fat and less oil. Besides that, consumers want to know that their food is safe, and proof of claims is becoming a key requirement, especially in the health benefit ar ea. Certification and tracking of food production for safety reasons is increasing. There is a growing desire for safe food. Our company products are all have been clinically tested and proven that satay is safe to eat. As a conclusion, the above reasons make our company interested to start new venture in Auckland. It is really an interested facts that encourage we to do so. Product strategy Satay The product that we plan to launch out in Auckland, New Zealand is satay. Satay can be found throughout every state in Malaysia either in restaurant or beside street. Popular kinds of satay are usually pork satay, beef satay, and chicken satay. Difference cultures may have difference types of satay. For an example, Indonesias satay is different with Singapores satay. A variation of meat satay is the satay lok-lok from Penang and satay celup from Malacca. Raw meat pieces, tofu pieces, century eggs, quail eggs, fish cake pieces, offal or vegetable pieces are skewered on bamboo sticks. These are cooked by being dipped in boiling water or stock. The satay is eaten with a blackish sweet sauce with or without chili sauce. If the satay is eaten with satay sauce, it is called satay lok-lok. If the satay is cooked with boiling satay peanut sauce, it is called satay celup. This is available either from street vendors or at certain restaurants. We are selling traditional satay in Auckland. We do not selling satay lok-lok or satay celup. When the market share are increase and become more stable, we will try to add on other types of satay. There are total six types of satay meat that we will launch out in Auckland. The six types of meat satay are chicken, mutton, beef, deer, fish, and rabbit. As you can see, we do not sell pork satay. This is because one of our target markets is tourists. The tourists may be including other religion such as Muslim. In order to attract this type of tourists, we do not launch out pork satay. Different types of satay will be selling at different price. The satay that we sell is in the form of string. Before the satay are grilled or barbecued over a wood or charcoal fire, it must first marinate by turmeric and other seasoning. Turmeric will be used to marinate satay, which gives the dish its characteristic yellow colours. After marinated, satay is stringed to the midrib of the coconut leaf. After that, satay will be grilled or barbecued over a wood or charcoal. We are using traditional ways to grill the satay. The charcoal fire can make satay tasty. Lastly, satay is served with various spicy seasonings. We will serve our satay with a spicy peanut sauce dip, or peanut gravy, slivers of onions and cucumbers, bread and ketupat (rice cakes). Our sauce includes ground chilli, onion, tomato, shrimp, oil, and nuts inside. We also will make our secret recipe sauce to attract difference taste of customers. Customers can choose either they want spicy sauce or sweet sauce. Beef and mutton that our restaurant will use is all origin from New Zealand. This is because European prefers to eat beef and mutton that origin from their own country. Besides that they also more trusted to those which are come from their country since it has been approve by their Hygienic Agency that the meat is totally safe to be eat and free of harmful virus. Thus, European are also culture that support to their country so if our restaurant use material that origin from their own country it will encourage them to purchase more in our restaurant and also will ensure them come back over and over again. People nowadays are more concern about their health. They no longer prefer oily foods. If we did not customization our satay to meet local demand, then it will bring failure for us. Due to this, our satay is modifying to become less oil and less salts. We are also following the ethical issue. We will definitely provide clean and healthy satay. We will ensure that the supplier will provide us healthy meats and are ethically. Besides that, all of our workers are need to wearing gloves to ensure the cleanliness. Experienced cook and worker are employ in our outlet to make sure the flavour of satay will perform well. Herbal tea Our restaurant also provides traditional Chinese herbal tea such as chrysanthemum tea, Chinese watermelon tea, barley, siraitia prosvenorii (luo han guo) and herbal jelly . We provide Chinese herbal tea is because herbal tea can bring many health benefits for humans body. The health benefits of herbal tea are capable of keeping balance, control over cholesterol, clearing heat, neutralizing toxins, and protecting the liver. Since our satay are grilled or barbecued over a wood or charcoal fire, herbal tea can help our consumer clearing heat and neutralizing toxins after eating the satay. Teh tarik and others Furthermore, because our food is a traditional food in Malaysia, we also have provide traditional drinks in Malaysia such as teh tarik . Teh tarik is a common and favourite drink for Malaysians. Teh tarik is very easy to prepare because the ingredients are black tea and condensed milk. However, we also will provide sky juice and soft drinks for our consumers. This is because not all the consumers can accept the taste of Chinese herbal tea and local teh tarik. We need to provide some drinks which acceptable by the consumers. Distribution Channel We will distribute our satay by two ways, either by own outlet or online mode. Outlet We will open our first satay shop in Auckland. We will set up our own and specific outlet in New Zealand. We are using Malaysian styles of design. When customers walk in to our outlet, they will feel and experience the Malaysian style. Waiter and waitress are required to wear Malaysia customs. Therefore, when customers are visiting to our outlet, they can really impressed by our culture. One speciality of our outlet is customers can see the process of producing satay. Our restaurants seat can be found in personal seat, couple seats, four person seats, six person seats, and ten person seats. Customers can choose either to dine in or take away. Besides the residents, it also consists of the most potential customer for our shop. There are many students that study in this city no matter local students or foreign students. Students like to hanging around after school with their friends whether they go to shopping mall or having their meal together. Usually they prefer special meal that th ey seldom or never taste before. They will also take consideration into the price issue. Our satay is suitable food for them. Satay is a kind of food that origin from Malaysia. So, it is quite special and unique in Auckland. For sure students will like it since them always curious and excited to something that is relatively new for them and them willing to pay for a try. Besides that, Auckland is the retail and commercial centre of New Zealand. Workers that have monthly salary will have a higher purchasing power which also means that they also are our shop important potential customer. A higher purchasing power will encourage them to purchase more in our shop. Workers also like to find some place to relax after they finish their work in office. Our shop provides them a place to enjoy their delicious meal, have a good conservation with their friends, and a place to enjoy the culture of others. Another important potential customer is tourism. Auckland is the gateway to New Zealand for tourism and immigration. Every year there are more than 6digits of tourism that tour to Auckland and this provide our shop a chance to earn money from them. Our shop provides a perfect environment for tourism to rest and full their empty stomach. Our shop will have a good view of seaside in front of our shop which will present a comfortable environment for our customer while they enjoying their meal especially for tourism who purposely come to Auckland because of the beauty of landscape of Auckland. Drive-thru service We will open a drive-thru window to lets customers enjoy more convenience services. Due to the busy lifestyle, consumers are more prefer the fast services. They try to find out ways that bring convenience for them. Citizen of Auckland prefers drive their own vehicle to travel. As we know that, 95% of Auckland citizen are travelling by their own vehicles. Therefore, the parking lots maybe is insufficient for the number of vehicles. Thus, we should have drive-thru service to provide convenience for consumers who cannot find the parking lots. Besides that, drive-thru service also convenience for office workers. This is because during lunch time hour, they are prefer meal which is fast and easy to consume. For them, drive thru service will become their first choice service because they can get their meal at the time and straight away can drive their vehicle leave the restaurant. Furthermore, for consumer who ordering food from our officer website, they also can get their food from drive thru service in order to save their time for searching to the parking lot. Sometimes there are not enough seats for consumers during peak season such as Christmas and New Year celebration. For consumers who want to eat our satay but do not have patient to waiting for our restaurant seats, they may just purchase satay by using our drive thru service and enjoy satay at their home with their friends and family. Online mode For online mode, customers can visit to our restaurants officer website to make their orders. Menu will be display in our officer website. Picture of meals and drinks will be display in the menu so that customer can easily know what foods are available. These make them easy to make order too. Quality and time can be selected inside the order blanket. Besides that, customers can also select type of meat that they want for their satay. Type of sauces will be serving based on the customers want and needs. Customers can also order drinks previously at our officer website if they not willing to waste time