The recruiting of new employees Essay Example | Topics and Well Written Essays - 2000 words

The recruiting of new employees - Essay Example The same applies to human resource planning. Human resource planning is an important aspect of any task in an organization including recruitment. Human resource planning is the act of considering all the aspect of the job in advance before starting the process of hiring. Human resource planning involves detailed analysis of the job. This will be in terms of the skills that will be required for the job, the experience that will be required, gender issue as far as the job is concerned and the age bracket. In light of the organization, human resource planning will looks into the objectives of the company in order to know the position of the company in regard to the job. (Iacovou, 2002) In planning, human resource management will look into the working structure of the company in order to know where the deficiency is. This is important as it avoids duplication of duties in the work. This means that the human resource management must know areas which require new employees. Other wise management cannot create a vacancy where there is no work to be done. A detailed analysis of the function to be perfume by the new employees is important since it makes work description easier for the management. There are other fine det... This also helps potential applicants to prepare themselves for interview on the job. Other information that the planning process must look into is the commencement of the job and the availability of the individual. It must also look into the financial position of the organization in light of the vacancy at hand and come up with a package for the job. However this is not a must and some companies will not indicate how much they are offering for the job. But the human resource management usually has a clear cut limit on the amount of salary that the company can offer for the job which sometimes is a subject of testing individuals in the interview. Hence human resource planning is essential in ensuring that the process of recruitment is smooth as it is guided by the plan. The plan must outline the first to the last step in the process. it ensures that this process can be taken over by any other person since it is already outlines. Human resource planning involves various stages. As has been mentioned the first stage in the recruitment process will be detailed analysis of the job in terms of the requirements of the job and any other aspect of the job. This analysis will then act as the guideline fro the process. After the initial planning, the subsequent stages will definitely under the plan and those who have been given the mandate to oversee its implementation. The planning process will also help the human resource department to decide whether it will take the recruitment process or if it will seek the services of a recruitment agency. It is also in this stage of planning where the management will decide whether it will recruit

Salvador Dali Belief System Essay Example for Free

Salvador Dali Belief System Essay Salvador Dali – Explore and analyse the metamorphosis of Dali’s belief system through his art Salvador Dali was an artist; known not only for his tremendous artistic talent and flamboyant and eccentric personality, but also for the greater meaning he entwined into his art. His contrasting beliefs led to an interesting metamorphosis of his belief system. Dali struggled between religion and science, due to conflicting family influences from his childhood and personal experiences which he would go on to endeavour in life. Dali’s initial works commenced by experimenting specifically with scientific themes and ideas, which can be noted in one his most famous paintings; The Persistence of Memory (1931). However as his life progressed, Dali’s new reincarnated interest in religion, mysticism and metaphysics led him to believe that religion and science co-exist simultaneously, which he portrayed through his artwork. Dali developed conflicting views regarding religion from a very young age. The artist grew up in a household where his mother’s family were devout Catholics; however his father was a firm atheist. Dali’s early views on religion were explicitly expressed in his drawing Sometimes I spit with Pleasure on the Portrait of my Mother (The Sacred Heart) (1929). This abstract themed drawing of what appears to be the silhouette of Jesus Christ is incredibly blasphemous. The hand written â€Å"Parfois Je crache pour plaisir sur la portrait de ma mere â€Å"literally translates to â€Å"Sometimes I spit with pleasure on the portrait of my mother†. The drawing is done in black ink on a plain white canvas. This simple colour scheme proves to be very effective, as it delivers the message very clearly and graphically. However, the simple nature of this particular drawing reflects what artists and literary figures from previous generations would have potentially branded as a â€Å"simple† and â€Å"earthly† mind due to the lack of belief in religion and one’s higher self. The style of writing could almost be associated with the types of print associated with cartoons. This just further reflects the lack of seriousness on Dali’s behalf. On the drawing, the words â€Å"ma mere† are specifically written in a bolder and larger size compared to the rest of the sentence. This effect makes these two words stand out in particular, emphasising Dali’s abhorrence towards his mother’s belief system. The small drawing in the centre of the silhouette with the Christian symbol of the cross represents Dali’s version of â€Å"The Sacred Heart†. This heart which he has drawn appears to be a very deformed heart. According to Christian beliefs, The Sacred Heart is a devotional name used by Catholics to refer to the physical heart of Jesus Christ, as a symbol of divine love. The devotion especially emphasizes the unmitigated love, compassion, and long-suffering of the heart of Christ towards humanity. By illustrating this â€Å"Sacred Heart† as deformed, Dali atrociously insulted his mother’s beliefs. This scandalous portrayal of the priesthood clearly reflects how Dali and his father viewed the priesthood as heavily corrupted, ignorant and hypocritical. The deformed heart reinstates how he thought the Catholic Church had deformed views, beliefs and a deformed lifestyle. Dali was an artist who formed part of the Surrealism movement. In the surrealist period, I wanted to create the iconography of the interior world – the world of the marvellous, of my father Freud. I succeeded in doing it. Today the exterior world – that of physics – has transcended the one of psychology. My father today is Dr Heisenberg† (Salvador Dali, quoted in Elliott H. King, ‘Nuclear Mysticism’, Salvador Dali: Liquid Desire, p. 247). The artists from the surrealist era introduced the theory of the liberation of desire through the invention of techniques that aimed to reproduce the mechanisms of dreams (Centre Pompidou, 2007). From a very young age, Dali was an avaricious learner of science and extensively read many books on geometry, mathematics, optical science, physics and natural history. Dali extensively studied and experimented with the Freudian theories on dreams and the unconscious. Several surrealist artists turned to hypnotism and drugs to delve into the dream world, where they looked for unconscious images that were not available in the conscious world, and Dali was an artist who was known for doing so (Art History Archive, n. d. ). The most famous painting associated with Dali is â€Å"The Persistence of Memory†, which was completed in 1931. This painting perfectly expresses Dali’s intense fascination and interest with the world of science, in particular modern physics. Albert Einstein proved to be a strong influence and inspiration for Dali. Dali’s ubiquitous thirst for science and modern physics naturally drew him to Einstein’s idea of relativity from the early 1900’s. This painting primarily focuses on the theme of time and the idea that time is relative, not fixed. There are three clocks, which appear to be melting, drooping and fluid in movement. These clocks represent that time is irrelevant, especially during sleep. However, the one watch on the desk appears to be normal yet closed, with ants crawling all over it. These ants are a subtle theme in the painting, suggesting that they are drawn to the decaying of time, as if it were â€Å"like rotting flesh† (The Museum of Modern Art). The colour scheme which Dali uses, is a scheme found in many of his other paintings. The use of the earthy colours such as brown, yellow and blue to portray sandy beaches and a slightly rugged coastline, resemble imagery which he had been exposed to as a child in Port Lligat. The use of these earthy colours and scenes of nature in a raw yet calm form brings about a sense of grounding to the painting, which contrasts to the dreamy ideologies which were commonly introduced by Surrealist painters, in particular Dali. In addition, Dali uses contrasting shading and light in this painting. The left half of the painting appears to be under a darker light and shady, whereas the right hand side of the painting appears to be brighter and exposed to sunlight. This subtle detail suggests that these two halves could represent the sub-conscious mind and the conscious mind. In the painting, the drooping, flexible clocks are placed within the darker shaded part of the painting, representing the subconscious mind and the dream world. However, the â€Å"conscious† part of the painting, which appears to be lit by sunlight, suggests that in reality, there is light at the end of the tunnel. This part of the painting also doesn’t enclose any of the clocks, which further emphasises Dali’s belief that in reality, time is definitely relative. Whilst in America during the 1940’s Dali experienced a shift in attitudes and began to reinvent himself. Despite the hatred he had for the Catholic Church during his younger years, Dali found himself exploring and returning to his mother’s belief system. Dali reinvented his art to explore and combine psychology, science and religion. This urge to explore his religious roots came from his research regarding Spanish mystics, who believed that science, art and religion can be expressed and proved as one. During this time, Dali came to know of the mathematician Matila Ghyka, whose works related to the golden mean, a harmonious proportion known to the Ancient Greeks and present in both nature and art. It was through this mathematician, that Dali came to learn of this unique and beautiful proportion. Dali was convinced that Ghyka had solved the problem of geometrical composition and used a transcription of his golden mean composition diagram as an inspiration for many of his compositions ( The Dali Dimension: DVD). Dali incorporated the use of the golden mean in many of his works, such as The Sacrament of the Last Supper (1955). In mathematics and art, two quantities are the golden ratio if the ratio of the sum of the quantities to the large quantity is equal to the ratio of the larger quantity to the smaller one. This proportion has been used in the form of the â€Å"golden rectangle† since the renaissance era by many artists, and is believed to be the most aesthetically pleasing. Dali was heavily inspired and influenced by artists from the renaissance era and therefore incorporated the golden rectangle in his own works too. The ratio of the dimensions of Dalis painting Sacrament of the Last Supper is equal to the golden ratio. Dali incorporated into the painting a huge dodecahedron (with each side being a pentagon) engulfing the supper table. According to Plato, the dodecahedron was the solid which the god used for embroidering the constellations on the whole heaven, and is intimately related to the golden ratio; both the surface area and the volume of a dodecahedron of unit edge length are simple functions of the golden ratio. In the painting The Sacrament of the Last Supper, Dali uses daring presentation. He successfully modernises a traditional and religious scene. The painting has an intense clarity to it, where the brush stroke artifacts that are barely visible give the image an even more meticulous quality to it. Dali presents Christ without any facial hair, which proves to be an extremely rare portrayal albeit a very effective one which modernises Christ. The use of the chapel like setting through the use of modern architecture removes this scene from an ancient biblical time in history, replacing and bringing it to what possibly could be the present. The three-dimensional effect which Dali incorporates proves to be alluring and only exemplifies the modern feel of the scene this painting. By using the three-dimensional affect, Dali could also be hinting at an ethereal dimension of spirituality. The colour scheme which Dali uses consists mainly of celestial shades of blue and soft hues of gold and white. Dali continues the beautifully spiritual theme with the body of Christ. The body is emphasised by the lack of a head, with his arms stretched over the Apostles symbolising that Christ offered himself up, however the Apostles are a metaphor for the mystical and metaphysical body of Christ. Dali seems to be the perfect match to create a modern-day painting of The Sacrament of the Last Supper, since he seemed to express a genuine understanding of the supernatural whilst having the uncanny ability to successfully merge modern science and religion in his work. Dali’s painting Meditative Rose (1958) charmingly indicates a sense of profound, peaceful serenity and completion in Dali’s life, in particular his relationship with his wife Gala, with whom he had an unconventional yet fulfilling and committed relationship with. The large, beautiful rose is unique and stimulating and provides the main focus of the painting. The rose is synonymous with the female form and is featured as a motif and metaphor for a sexual symbol in many of Dali’s other works. The rose bears a dual symbolism, which could represent Mary the mother of Jesus, as well as Dali’s beloved wife Gala. Dali’s positioning of the huge beautiful red rose hovering in the sky with a couple standing below it, promotes a sense of ambiguity and awe. The style which Dali has used is a unique blend of realism and dream-like fantasy. The tiny drop of water on the rose petal insinuates a realistic feature; however it can also infer a reference to holy water, implying that everyone’s life can have an auspicious element to it. The distinctive Spanish landscape which blends a range of earthy colours such as shades of yellow, orange and brown promote a sense of unity and variety. Dali strongly disliked war and conflict, he painted this painting over a decade after the Second World War had ended; therefore the peaceful qualities of this painting reflect his own personal emotional state as well as the condition of the community too. The rose is known for its medicinal and curing properties and perhaps by using this precious plant a motif, Dali aimed to promote healing through his art work. The journey for Dali to balance the struggle between religion and science proved to be empirical yet highly enriching and beneficial for him. Despite growing up with immense hatred towards Catholicism and religion, Dali turned to Spanish mysticism and metaphysics and proved that science and religion can perfectly complement one another. Through his artwork, his vivid expression along with his meticulous technique and exploration of challenging yet intriguing themes, perfectly show the journey and metamorphosis of his belief system.

The films Bladerunner and Fahrenheit 451 :: essays papers

The films â€Å"Bladerunner† and â€Å"Fahrenheit 451† The films â€Å"Bladerunner† and â€Å"Fahrenheit 451† are similar in the way they show emotions in their depictions of distopias. The emotions shown are not normal to us, but are controlled by the government. The inhabitants of these worlds are being persuaded that emotions are bad, unhealthy. However, some do break free from the system. The cases in these movies are not of really living at all, but just of going through the motions of life. The movie â€Å"Bladerunner† was about androids that were made to not have feelings and not to live longer than 4 years. Rachel is a good example of they tried to control emotions. As one of the new model replicants, Rachel was implanted with memories and could recall emotions. What she did not realize was that her memories were really the memories of her maker’s niece. She did not even know she was an android until Decker did the test on her. She was very upset when she realized that he was right, because she did not know what feelings were real and what feelings belonged to someone else. She worked with the man that created androids, the owner of the Tyrell Corporation, which makes her more upset that she did not know. This is when she exclaims to Decker, â€Å"I am not in the business, I AM the business.† Although she though she was living a normal human life, Rachel was going through the motions of everything humans do, but she did not have real feelings or even her own memories. Therefore, she was not even being her own self. Another aspect of the movie â€Å"Bladerunner† is of those that broke away from the system. The â€Å"Nexus 6† were androids that developed emotions and escaped from slavery, because they wanted to live longer. Roy and Priss are good examples of androids showing that they have emotions. They were manipulative, passionate for what they wanted, and even had loving sides. Roy was the leader of the â€Å"Nexus 6† and Priss was his girlfriend . Priss acted like a helpless girl to get J.F. Sebastian to let her into his house, into which she later let Roy. They made J.F. show them to the owner of the Tyrell Corporation’s house, so they could fight to get an extension on their lives.

Humility in Lifeand Business

Humility is the one characteristic human trait that is the most elusive, as it cannot be obtained through effort, work, or education. The reason it is so difficult to obtain is because the more you aspire for it, the more it will go away from you. Have you ever heard a person state, â€Å"I have finally become a humble person! † The statement alone is a signal that humility has not been gained. It is something which has to be inculcated from the very beginning in one’s life. For this to happen, it follows that the right family values play a very important role. Humility is a trait that lets a person be grounded, no matter what the situation is. It’s considered a virtue in many religious and philosophical traditions. Humility is multi-dimensional and includes self-understanding and awareness and openness. Humility stops the ego or arrogance from creeping in to our minds and it is a great team building asset and vital in a business. In business there are people who work for you, you pay them wages for them to deliver the amount of work entrusted to them, to achieve their KRA’s so as to say. But by no means does that give the employer the right to treat them in a non-humane manner. Respecting the human resource today, the people who work for you whether it be a manufacturing facility or a services concern, is imperative. The respect will come as an offshoot of humility, in the belief that not only ones leadership but also the people who work for you are the two wheels which draw your chariot of success. Leaders, who want to inspire followership, need to demonstrate not simply their accomplishments but their character. Take pride in what you have done, but use it as a platform to bring people together to do greater things, e. g. increase sales and improve quality. Use your leadership for something other than self-aggrandizement. We must understand that as humans, it is natural for us to have our faults and to realise the things which we do well and ones which we do not. This is the first step to self realisation and the stepping stone to humility. In a way it helps you to think beyond yourselves and see the larger picture. Hence, it is considered an important characteristic, one to be believed and practised. C. K. Prahalad, the renowned management guru said â€Å"Leadership is about self-awareness, recognizing your failings, and developing modesty, humility, and humanity. † It is essential to acknowledge what others do. Few have said it better than legendary Alabama coach, Paul â€Å"Bear† Bryant. â€Å"If anything goes bad, I did it. If anything goes semi-good, we did it. If anything goes really good, then you did it. That's all it takes to get people to win football games for you. Practice that attitude always, especially when things are not going well, and your team will rally together because they want you to succeed. In short, humility breeds humility. It is the same in business and in life. Success plays a critical role when it comes to humility in Life. In the journey of life, achievement of success- expected or unexpected can boost anybody's ego and put them in a spot of complace ncy. Furthermore milestones of success are keenly anticipated. Subsequent successes are hugely welcomed but at that point of time, the occurrence of any possible failure can really demoralize the person. In the case of the humble ones, the wings of airs are rarely obtained. Even in times of adversity the humble ones stay put. Humility can bring more success in the long run. The lesson remains that it always pays to be more grateful than to be more proud. It is human to want more in life, to be ambitious and to go to lengths to achieve your goals. But in this process we often choose the path of ruthlessness and become shrewd. This path has provided success more often than not to most people who have resorted to using it, which in turn gives us the return present of PRIDE. We loose the art of humility that was one of the first lessons taught to us as children, and as the saying goes ‘Pride comes before a fall. ’ Each one of us is a blend of our personal and professional lives and as I see myself part woman and part businesswoman, I have realized the importance of humility in everyday life. Sometimes I learnt it the hard way, but it was a lesson well learnt. I have realized that in family situations and at my work place whenever I was faced with a difficult situation and I choose to be angry or arrogant, I was not able to achieve the desired results. People respond better to love and compassion as compared to criticism. I learnt that when I changed my attitude in situations in which I otherwise used to be angry or proud to one where I was humble, I got better results! We have to try not to let our achievements in life get to our heads. I met with a time in my life when everything was falling apart my work, my health and my personal life and I had nothing but my attitude to blame for it. I considered my small achievements as big, people were doing much more work than I was and keeping silent about it. Their humility was giving them the necessary cover and capacity to do better while I was collapsing under the weight of my attitude. But only when you reach your lowest point can you rise back up. I hit an all time low, met with an accident, and was laid up in bed for 9 months. This forced rest gave me the opportunity to ponder over my life. Life taught me the best lesson I have learnt the hardest way. I was left at the mercy of others, I could not walk or move without help. This helplessness broke my pride to bits. In these 9 months in bed, I realized that my attitude of pride has given me nothing but anger and failure. When I got back onto my feet, I slowly started to change my ways. As they say ‘charity begins at home’ I started by changing my attitude towards my family and friends. I became more forgiving and adopted an Attitude of Gratitude towards daily things. Seeing my changed attitude my family changed their attitude towards me. Difficult situations became easier and life started to seem easy. As I saw a change in family situations I realized how this could change troubled situations at work as well. I started by being more soft spoken and humble towards people at work – my employees and my clients of course. Even when I saw a difficult situation I did not act on impulse and on success I was not proud. I tried to look at every achievement as a stepping stone towards more and kept my calm. The frequency of my achievements grew considerably and I was able to think better with a sound mind. This new found clarity gave me immense satisfaction and peace of mind. I was happier, more loved and respected among family and co-workers and since then I have tried to make it my way of life.

Medical Record Keeping

What are the problems with America’s current medical recordkeeping system? How would electronic medical records alleviate these problems? The majority of America’s current medical record keeping is paper based which creates a lot of problems like:- a. Recordkeeping became really difficult with growing numbers of patients and their visits to Medical Practitioner. There are shelves full of folders and papers in corridors. b. It makes it difficult to effective communication, referring and access to the records. During emergency it could be the matter of life and death. c.It’s difficult to systematically examine and to share the information; the updating of these records is almost a challenge. There are cases of wrong entry and duplicate entries etc. d. When a patient changes a Doctor or moves to other problems, it becomes a hassle for patient as well as for Doctor. The electronic medical records will allow patients to enter their basic medical data into an online si te initially and after that Doctor also will be able to send relevant information for regular update. This system will make record keeping more effective and streamlined which are easily accessible.The use of electronic record keeping reduces errors in medical records. The handwritten records are subject to lots of human errors due to misspelling, illegibility, and differing terminologies. Thus digitations and standardisation of records will make the information universally accessible and cost effective too. Apart from this, it could also be used for remainder message for refilling of prescription, directories for doctors and personalised health advice. 2. What are the pros and cons of electronic patient records? Do you think the concerns over digitizing our medical records are valid?Why or why not? The main proponents of electronics patient record cite the following advantages: a. The electronics patient records reduce errors in medical records. With the use of electronics patient records standardization of patient health records may eventually become achievable. b. Paper records can be easily lost. Digital records can be stored virtually forever and can be kept long after the physical records are gone. Electronics patient records also help keep records of health information that patients tend to forget with time, i. e. inoculations, previous illnesses and medications. . Electronics patient records make health care cost-efficient by consolidating all data in one place. Previously, paper-based records are located in different places and getting access to all of them takes a lot of time and money. d. Electronics patient records can save lives. It enables rapid identification of at-risk patients and access to their medical history, thereby enabling rapid diagnosis and treatment especially in emergency situations. Classic examples are people with diabetes and/or heart problems who have high risk of collapsing and having attacks.The disadvantages of Electronics pa tient records: Electronics patient records threaten privacy. Many people are uncomfortable about having their entire medical history recorded and digitized for almost just anybody to see – in other words, incursion into people's privacy. a. Medical data can be used against a person in some cases, be it for a job application, insurance coverage or a college scholarship. Although it is against the law to discriminate against people with illnesses and disabilities, it is a fact of life that the fitter you are, the more competitive you are in the job market. . Electronics patient records can lead to loss of the human touch in health care. In the process of digitalization, the interpersonal aspect in health care may be lost. The doctors are forced to think in categories and can seldom express a personal opinion on an individual case. c. Electronics patient records are not that efficient. Despite efforts in digitalization and standardization, but sometimes one clinic's EMR system i s not compatible with that of a general practitioner or another clinic's system, thus belying the claim of added efficiency d.Electronic medical records are not safe and secure. Google Health and HealthVault are quick in assuring patients of the safety of their online health accounts. Stories of data hacking, stolen identities and blackmail abound. Even high security databases such as those run by banks and credit institutions are often compromised. 3. Should people entrust Google with their electronic medical records? Why or why not? People should adopt Google’s electronic medical records as it allows patients to control their medical records.If they decide to change doctors or hospitals, they will be able to electronically transfer their Google records by themselves. There are a lot of advantages that has been discussed in above questions which will benefit people and the whole system. Some concerns like privacy and security of data is restricting people to adopt this; they wonder whether hackers will be able to access the Google medical records or whether the company will use them commercially. Google has assured that it will not share or sell the data, and it's absurd to think Google would attempt to use medical records for commercial purposes.Further, hacking into hospital, small clinic, or family practice computer systems is far easier that going after Google's data centre. Google’s reassurances that its security is iron-tight and that businesses and individuals should have confidence in its ability to store and protect data. Based on these facts people should trust Google with their records. 4. If you were in charge of designing an electronic medical recordkeeping system, what are some features you would include? What are features you would avoid? The features which should be included in an electronic record keeping system are: a.It should store and manage the medical and health information in one central place. b. It should be personalize d i. e. the patient decides what goes on the record. c. It can give doctors fast and easy access to the patient’s records but only if the patient allows it. d. It can import electronic records from hospitals and pharmacies that are Google Health-enabled or are registered Google Health partners. e. It should be completely free. f. It should be secure. g. The system will have record standardization and interfaces can be customized to each provider environment.This customization should be done so that a physician's input interface closely mimics previously utilized paper forms. More time must be spent by both the implementation team and the healthcare provider to understand the workflow needs. h. All together features that should be included are security, universal standards for gathering, storing, and disseminating data, and universal standards for transmission technologies. Some features to be avoided are unrestricted access to data and unencrypted transmissions.

Essay on Lab Report 1

Essay on Lab Report 1 Essay on Lab Report 1 Rachel Pepe Microbiology Lab Safety Lab #1 1. Introduction In this lab, we focused on skills we will be using throughout this course. This lab specifically focused on hand hygiene. We will be dealing with microorganisms that humans tend to interact with, so it is important to learn safety in lab. Even though they are not harmful, safety is always an important skill to have in a lab setting, especially when we are working independently without guidance. 2. Objectives The objectives of this lab were to work with microorganisms in the safe proper way, use the correct experiment equipment and use it in the correct way, and follow instructions to protect us in lab setting. 3. Methods and Materials Yeast packet (1) 250 mL beaker Measuring spoon 1 tsp. sugar Nutrient agar (4) 5 cm. Petri dishes 20 drops deionized water (4) Sterile transfer pipettes (4) Sterile cotton swabs Hand soap Permanent marker (4) Disposable gloves Heat Pad Stopwatch Parafilm 10% bleach solution Warm water Paper towels The method we used to discover the importance of hand hygiene was using four petri dishes with nutrient agar plates to accumulate bacteria from our hands as they were at different stages. 4. Procedures 1. Prepare the agar plates: We microwaved the nutrient agar bottle, swirling its contents every 10 seconds until it was completely liquefied. Once it was in full liquid form, we poured about 5 mL into each of the four petri dishes, filling the bottom of the dish. We then placed the lids onto the dishes to allow the agar to solidify, which took approximately an hour. Each petri dish was labeled #1-4 2. Preparing the yeast solution: We measured 230 mL of warm water into the provided 250 mL beaker. We then added 1 tsp. of sugar and the full yeast packet to the beaker. We stirred this mixture together until the ingredients dissolved and it began to froth. 3. Testing the hands: To collect the hands bacteria, we put a glove on our non-dominant hand, added 8-10 drops of the deionized water to the gloved hand and rubbed our two hands together to spread the water over our dominant hand. Once the water covered the hand, we took a cotton swab to the non-gloved hand to collect the bacteria, and then rubbed the cotton swab onto the agar plate. In petri dish #1, a plain, unchanged hand bacterium was collected. Between collecting bacteria, we washed our hands with warm water and hand soap for at least 20 seconds, using the provided hand soap and stop watch. We then repeated the same process as we did for petri dish #1, so for petri dish #2 we collected bacteria of a hand that was just washed. For petri dish #3, instead of deionized water, we added the yeast solution to our hands and collected that bacterium. Petri dish #4 contained bacteria from the yeast solution, but after the hands was just washed. Between each collection of bacteria, we mad e sure to change gloves and cotton swabs. 4. Letting the petri dishes sit: After we finished collecting bacteria, the lids were placed on the petri dishes and we sealed them with parafilm. They remained in a warm location for several days until I started to see colonies grow. I counted and recorded the number of colonies I saw. Before discarding the petri dishes, I cleaned our the agar with 10% bleach solution and let them incubate for 20 minutes then poured the bleach down the drain with running water. 5. Results Table 1: Experiment 1 Colony Growth Plate # Condition Growth 1 Water minus hand washing ++++ 2 Water plus hand washing + 3 Yeast minus hand washing +++++ 4 Yeast plus hand washing + 1. What constitutes personal protective equipment? When should personal protective equipment be worn? Why is personal protective equipment important? Personal protective equipment, commonly referred to as "PPE", is equipment worn to minimize exposure to serious workplace injuries and illnesses. Some examples of personal protective equipment include gloves, safety glasses and shoes, earplugs or muffs, hard hats, etc. This

History of Antiseptics & Legacy of Ignaz Semmelweis

History of Antiseptics & Legacy of Ignaz Semmelweis Antiseptic technique and the use of chemical antiseptics is a recent development in the history of surgery and medical treatment. This isnt surprising since the discovery of germs and Pasteurs proof that they could cause disease didnt occur until the last half of the 19th century. Wash Your Hands Hungarian obstetrician Ignaz Philipp Semmelweis was born July 1, 1818 and died August 13, 1865. While working at the maternity department of the Vienna General Hospital in 1846, he was concerned with the rate of puerperal fever (also called childbed fever) among the women who gave birth there. This was often a deadly condition. The rate for puerperal fever was five times higher in the ward that was staffed by male doctors and medical students and lower in the ward staffed by midwives. Why should this be? He tried eliminating various possibilities, from the position of giving birth to eliminating a walk-through by a priest after patients died. These had no effect. In 1847, Dr. Ignaz Semmelweiss close friend, Jakob Kolletschka, cut his finger while doing an autopsy. Kolletschka soon died of symptoms like those of puerperal fever. This led Semmelwiss to note that the doctors and medical students often performed autopsies, while the midwives did not. He theorized that particles from the cadavers were responsible for transmitting the disease. He instituted washing hands and instruments with soap and chlorine. At this time, the existence of germs was not generally known or accepted. The miasma theory of disease was the standard one, and chlorine would remove any ill vapors. The cases of puerperal fever dropped dramatically when doctors were made to wash after doing an autopsy. He lectured publicly about his results in 1850. But his observations and results were no match for the entrenched belief that disease was due to an imbalance of humours or spread by miasmas. It also was an irritating task that put blame on spreading disease on the doctors themselves. Semmelweis spent 14 years developing and promoting his ideas, including publishing a poorly-reviewed book in 1861.  In 1865, he suffered a nervous breakdown and was committed to an insane asylum where he soon died from blood poisoning. Only after Dr. Semmelweiss death was the germ theory of disease developed, and he is now recognized as a pioneer of antiseptic policy and prevention of nosocomial disease. Joseph Lister: Antiseptic Principle By the middle of the nineteenth century, post-operative sepsis infection accounted for the death of almost half of the patients undergoing major surgery. A common report by surgeons was: operation successfully but the patient died. Joseph Lister had been convinced of the importance of scrupulous cleanliness and the usefulness of deodorants in the operating room; and when, through Pasteurs research, he realized that the formation of pus was due to bacteria, he proceeded to develop his antiseptic surgical method. The Legacy of Semmelweis and Lister Handwashing  between patients is now recognized as the best way to prevent spreading illness in health care settings. It still is difficult to get full compliance from doctors, nurses and other members of the health care team. Using sterile technique and sterile instruments in surgery has had better success.

How to Keep in Touch with Friends from High School

How to Keep in Touch with Friends from High School While college often leads to a new city, a new school, and new friends, your new college life doesnt have to come at the expense of your high school friends. But how exactly can you keep in touch with your friends from high school when youre busy managing all that college has to offer? Use Social Media Things like Facebook and Twitter are likely already a part of your social life. As you transition from high school to college, using social media to keep your friends updated and to stay updated about them can shift from something of interest to something important for your friendship. With a little work, you can stay informed about relationship updates, school changes, and the overall ups and downs of your friends lives. Use the Phone and Video Chat Using tools like Facebook can be great but they are often a rather passive way of keeping in touch with someone. Sure, a friends status update may say one thing, but a heart-to-heart chat on the phone can tell you so much more. While they dont have to happen frequently, phone calls and video chats can be an important part of how you keep in touch with your high school friends. Use IM You really need to finish your paper but your brain needs a break. That being said, you dont necessarily have the time for a phone call or video chat. The solution? Consider a quick IM conversation with one of your high school friends. You can give your brain a break while also checking in with a friend. Consider it a win-win situation (as long as you get back to your paper within a few minutes, of course). Use Email You may be used to communicating via text messages, IM, and video chat, but email can also be a great tool. When its 3:00 in the morning and you need something to do to shift your brain from your Shakespeare paper to sleep mode, consider spending a few minutes drafting an email to an old high school friend. Update them about your own college life while asking for the latest news on their end. Meet Up Whenever Possible ​No matter how great technology is, theres just nothing like a face-to-face meeting. Meeting up in person is important if youd like to maintain your high school relationships both during and after college. Remember, too, that you can meet up in all kinds of places: back in your hometown, at your campus, at your friends campus, or even somewhere fun you both have always wanted to go. (Vegas, anyone?)

The use of emotions during communication Essay Example | Topics and Well Written Essays - 500 words

The use of emotions during communication - Essay Example Moving on, it is important to comprehend here that emotion-usage is increasing with the interaction amongst people who hail from different cultural backgrounds and settings. This adds to the value of communication methodologies that are adopted amongst the individuals. Hence the need to have a proper mechanism of communication in place is apparent with the changing times because people feel the need to converse with each other and therefore make their point clear in a very lucid way. People use emotions in order to get their point across to a larger set of audience. This is because they feel that by using emotions, they would be able to make their voice apparent and hence their message would be taken more seriously. The element of genuineness and authenticity seems to be the main premise behind displaying emotions in any communication medium. What is even more important is the fact that communication becomes very complete and comprehensive when emotions are embedded in them. Furthermore, there is a need to decipher the exact role of emotions being at the helm of understanding the communication mechanisms within any interactive exercise. This suggests that those people who lack the proper usage of emotions within their peculiar styles of communicating with a large crowd are usually the ones who are taken in a non-serious way. Their genuineness seems to take a big blow just because they are unable to make use of their body language, their nonverbal cues, their usage of hands, body parts and so on (Lapin 2004). When people use emotions to make their point clear, the audience that is listening to them understands the need for the emotional usage which is indeed further boosting the spoken word within a speech. This speech is indeed important for communicating the message from the sender down to the receiver’s end. The use of emotions within any communication mechanism would indeed bring in the much needed sanity that one is looking for. If the speakers

Self regulation and adolescent choices in friends Essay

Self regulation and adolescent choices in friends - Essay Example Hence, Self efficacy and Choice is the topic that deserves to be analyzed and substantiated for. Recent studies on self regulation have provided an insight into how students effectively respond to influences from the outside and then integrate them with their personal experiences. In the opinion of Michael Blocher, who has analyzed individual behavior, â€Å"Self- regulation has been recently studied to provide understanding for attributes of how traditional classroom students use their cognition, meta cognition and motivation to provide a successful learning experience. Locus of self- control, learning style, self regulation skills form a part of the wholesome development of the individual as a student, a researcher and as a learned scholar† (Blocher). This fact is crucial enough to provide proof to the fact that self regulation skills are essential to the formation of attitudes, behavior styles as well as response to external environment. Further, linkages between self regulatory processes and achievement are noted to be co existent factors. In a certain assessment for 3 years, among 732 children, who were identified as possessing lower grades, it was deduced that lower achieving students were not given initiation into self regulatory methods. This draws insight into the fact that early efforts to promote self efficacy in children, self regulatory skills would enhance further academic performance, promote self belief and enhance achievement, particularly in literacy. (Liew, p.515-526). Academic performance depends largely on the ability of the student to integrate scholastic knowledge with personal experience. The ability to synthesize knowledge with experience is the chief faculty of adolescents. â€Å"They posses increasingly higher levels of abstract thinking, engage in more sophisticated and elaborate information and their processing

Financial crisis Assignment Example | Topics and Well Written Essays - 1750 words

Financial crisis - Assignment Example This paper describes all the types of financial crisis. Monetary crisis occurs due to political instability and speculative attacks that effectively provoke financial institutions or the central banks to raise the interest rates as a measure of avoiding capital flight. Monetary crisis also occurs when there is a depreciation of the monthly percentage of the exchange rates and a decrease in the reserves that surpasses the mean by almost three standard deviation. The debt crisis is one of the fundamental challenges affecting most of the world economies with a classic example being the Eurozone crisis. The crisis is caused by recession that cause most of the economies not to owner their pledges in so far as repaying their debts is concerned. Debt crisis is caused by a number of complex factors that combine to exert pressure on respective sectors of the economy. Additionally, the crisis occurs when there is no balance between the revenues and the public debt. Financial crisis in the banking sector is sometimes caused by a combination of complex factors that otherwise affect capital gain of certain institutions. Banking institution is dependent on the deposits that make it possible for them to lend customers and institutions in terms of loans. There are two events that cause banks to run into a crisis. When a bank lends to customers and the depositors demand the money, it becomes difficult for the institution to meet such obligations effectively leading to a crisis. A bank can be insolvent when the deposits by customers are lost.

Speaker's response for Sports management class Essay

Speaker's response for Sports management class - Essay Example Although none of the academic books or journals had mentioned anything about the sports managers being the last line of defense in any given sports management team, it remains a fact that managing sports is not an easy task. In line with this, the top management team of any sports-related organization are responsible not only in the search for short-term and long-term sponsors but also communicate how sports activities can benefit the sponsors, the need to constantly increase the sports organization’s sales and profit, finding ways on how to effectively associate the sponsor’s brand to a given sports event, and eventually come up with a reasonable pay and reward schemes that could encourage the players to stay loyal with the team (Crompton a). As compared to the use of traditional ads, Levin, Joiner and Cameron strongly suggest that the process of incorporating the logos or brand name of the sponsor in sports cars or basketball jerseys increases the chances wherein the public consumers could develop a strong positive attitude and increased ability to recall the sponsor’s brand. ... As a significant part of a sports management team, it will always be the duty of the top management officials to inquire, research, and learn more about the grounds for any potential legal issues that they will have to face in the near future or give them the opportunity to legally sue anyone who would illegally take advantage of the sports management organization. For example, the term â€Å"ambushing in sport† is all about pretending or purposely creating a false impression that a corporate brand is one of the official sponsors of a team even though the brand has no legal rights to be an official sponsor (Crompton b). Crompton (b 1) mentioned that â€Å"official sponsors receive littly legal protection from ambusing†. For this reason, the sports manager(s) should take it as a challenge to create useful and effective strategies on how they can counter-act or prevent any third party or a company from violating the sports ethics particularly when it comes to ambushing. P erhaps, the sports manager should investigate on whether or not he or she can make use of the IP rights law to protect the name of the sports team from being illegally used by any party or a company who wish to gain any forms of brand recognition from the sports viewers. Not only did the speaker talked about the proper way of doing business but also the significance of legality of doing business, the importance of public trust in sports, etc. Personally, I find the advice given by the speaker to be very logical and practical when it comes to molding his audiences on how to become an effective sports manager in the future. In general, there is a saying that â€Å"what goes around, comes around†. To become a successful and effective sports manager, the speaker advice

Comprehension Assignment Example | Topics and Well Written Essays - 1000 words

Comprehension - Assignment Example percent of the 25 learners should be able to utilize the guided reading strategies employed in the lesson to enhance their skills of reading comprehension by correctly reading atleast 15 of the 20 difficult words used in the literature. The class has 25 learners, 5 of who have Attention Deficit Hyperactivity Disorder (ADHD). The special case students are content in the classroom but can hardly concentrate for long during a comprehension lesson. Therefore, an assistant teacher will be ready to lend a hand by ensuring that the 5 students remain alert during the lesson, but if they can’t concentrate at all, they will be handled through an Individualized Education Plan. To really understand the importance of compassion, students will read a literature that advances the cause. A real life story about compassion titled â€Å"Nothing is more important than teaching compassion,† available on http://www.guardian.co.uk/teacher-network/teacher-blog/2012/apr/13/teaching-mindfullness-school-children>, will be read during the lesson â€Å"Good morning class! Today we are going to learn how we can enhance our comprehensive knowledge. Does anyone understand the term comprehension?† The teacher will get the responses of about 6 students in the class. S/he will then write the word on the board and define it. â€Å"Comprehension refers to understanding and explaining a particular word, sentence or story to another person.† The teacher will ask the students about their perceptions of comprehension. Through guided reading the teacher will lead the class in reading a poem (Montelongo, Herter, Ansaldo, &  Hatter, 2010). â€Å"What did you understand about the poem?† The teacher will elaborate the poem and emphasize to the students on the importance of comprehension. â€Å"Now we want to read the scripture verses.† The reading will be done during the siscussion. NOTE: Add PRE-TEST for lesson that you will actually teach [IPPR], to document student learning for Assessment Project.

Stem cell treatment for parkinsons disease to produce dopaminergic Annotated Bibliography

Stem cell treatment for parkinsons disease to produce dopaminergic neurons - Annotated Bibliography Example Specifically, scientists have established that PD affects specific neurons that produce dopamine in the brain. Since the disease kills these dopamine producing neurons, stem cells provide a potential solution for replacing the dopamine producing neurons. Scientists can use specific stem cells to produce dopamine-producing neurons in vitro. Kriks et al., (2011) stated that engaftable DA neurons can survive in vitro for months. Through previous stem cell studies, researchers have established the embryonic and fetal neurons can be used to reverse the effects of PD on the dopamine producing neurons in the brain. This enables them to study the disease in depth. Moreover, the laboratory produced cells can them be introduced into the affected PD patients such that they replace the damaged ones and cause a reversal of the Parkinson’s disease. These studies are yet to be conducted on humans because of the uncertainties and side effects realized. However, their findings provide hope tha t stem cells can provide the much needed treatment for Parkinson’s disease. This paper presented an annotated bibliography of 10 research papers on the subject of stem cell treatment for Parkinson’s disease to produce dopaminergic neurons.The research studies present various findings that support the potential of stem cell treatment for PD to produce dopaminergic neurons, which are killed by the disease. However, the studies also present other findings related to the potential and efficiency of stem cell treatment for PD. Cova, L., Armentero, M., Zennaro, E., Calzarossa, C., Bossolasco, P. et al. 2010.‘Multiple neurogenic and neurorescue effects of human mesenchymal stem cell after transplantation in an experimental model of Parkinson’s disease.’Brain Research, vol. 1311, pp. 12-27. The purpose of this study was to explore the neurogenic as well as

Comprehension Assignment Example | Topics and Well Written Essays - 1000 words

Comprehension - Assignment Example percent of the 25 learners should be able to utilize the guided reading strategies employed in the lesson to enhance their skills of reading comprehension by correctly reading atleast 15 of the 20 difficult words used in the literature. The class has 25 learners, 5 of who have Attention Deficit Hyperactivity Disorder (ADHD). The special case students are content in the classroom but can hardly concentrate for long during a comprehension lesson. Therefore, an assistant teacher will be ready to lend a hand by ensuring that the 5 students remain alert during the lesson, but if they can’t concentrate at all, they will be handled through an Individualized Education Plan. To really understand the importance of compassion, students will read a literature that advances the cause. A real life story about compassion titled â€Å"Nothing is more important than teaching compassion,† available on http://www.guardian.co.uk/teacher-network/teacher-blog/2012/apr/13/teaching-mindfullness-school-children>, will be read during the lesson â€Å"Good morning class! Today we are going to learn how we can enhance our comprehensive knowledge. Does anyone understand the term comprehension?† The teacher will get the responses of about 6 students in the class. S/he will then write the word on the board and define it. â€Å"Comprehension refers to understanding and explaining a particular word, sentence or story to another person.† The teacher will ask the students about their perceptions of comprehension. Through guided reading the teacher will lead the class in reading a poem (Montelongo, Herter, Ansaldo, &  Hatter, 2010). â€Å"What did you understand about the poem?† The teacher will elaborate the poem and emphasize to the students on the importance of comprehension. â€Å"Now we want to read the scripture verses.† The reading will be done during the siscussion. NOTE: Add PRE-TEST for lesson that you will actually teach [IPPR], to document student learning for Assessment Project.

Attorney disciplinary board vs. Moothart Essay Example | Topics and Well Written Essays - 500 words

Attorney disciplinary board vs. Moothart - Essay Example The disciplinary action taken against the attorney was an indefinite suspension of his practicing license without a possibility of reinstatement for at least 30 months. Additionally, the attorney was required to undergo evaluation by a health professional and provide proof of participating in sexual harassment counseling before being considered fit to practice law again. This decision was based on the nature of the violations committed by the attorney, his fitness to continue practicing law and the desire to protect the public from the unethical practice of law. Moreover, it is important to maintain confidence in the justice system, maintain the reputation of the bar and deter the occurrence of such behavior. The decision was also influenced by aggravating factors such as the vulnerability of the women who believed they needed the attorney's help and the attorney’s pattern of unsuitable behavior over the years. The conduct was harmful to the women the attorney interacted with and those he represented and, therefore, the disciplinary action was appropriate(Justia Law, 2015).It is unprofessional and violates rules of professional conduct for a lawyer to engage in sexual harassment while in the practice of law. In this context, an attorney-client relationship is not required provided the lawyer is engaged in the practice of law. Sexual harassment includes both verbal and physical conduct of a sexual nature and includes sexual requests, favors, and advances.

Groupon Case Study Essay Example for Free

Groupon Case Study Essay Groupon has grow from 400 subscribers to 60 million subscribers world wide within five years, it’s fastest growing company in history. Groupon stands for group coupon that requires certain amount of subscribers to sign up for the deal. Moreover, there is a daily deal for local or national business, people can easy to use and redeem, so it raises the possibility for people to sign up. Furthermore, the most significant thing that Groupon is running based on the Internet, so it’s easy for people to discover and shop. Wherever the people are, they can just use their smartphone to check if there has any deal near them. 2. The Groupon Promise is an important rule for customer. Customer can return any Groupon they purchased if they don’t feel satisfied with the products, even if they used, there is no question ask. Therefore, people don’t need to worry about whether they will waste their money if they buy the products they don’t like. There is no risk taken for any customer. 4. There are possible psychological and sociological influences the Groupon consumer purchase decision process. Due to the recession, people have tried to save money, so people who are interested in other coupon websites, they may be also interested in Groupon. Moreover, after customers have used Groupon for several times, Groupon have begun personalizing deal for their customers. This process offers deals for customers that they are more likely to be interested in and purchase. Furthermore, every deal on Gropon websites will show customers how many other customer have purchased, so people won’t think they are the fist person to try the product, and take the risk. When customers see there are a lot of people buying this product, they may think it may be a good product, and I should get one. It enhances the customers to purchase, and quantity that company sells. 5. There are three challenges for Groupon in the future. First, there are customers who are dissatisfied with Groupon, or buy the Groupon and never use it. They are looking for regular customers. In order to solve this issue, I think Groupon need to evaluate the reason why people are not satisfied with their products. They need to control the quality they sell because it can affect or even ruin their reputation. Second, Groupon has difficulty on growth in the USA. There are more deals in US, but they don’t have many customers in here. I think Groupon need to discover what people really need to raise the sale in US. Even though they have more customers abroad than here, US citizens still have a stronger buying power than other countries. Finally, Groupon are competing with other coupon websites. I think Groupon need to keep their current customers by personalize their deals, and sending any promotion if customers have spent certain amount of money. Also, they need to attract more new customers such as giving a coupon, so people can use a free coupon to buy a coupon or products. No mater those customers will be regular customers or not, when they start to use a free coupon, they start the business with Groupon, and they are potentially be the regular customers in the future.

Culture Differences Of Basic Color Terms In Translation

Culture Differences Of Basic Color Terms In Translation Vocabulary is the most active part of language. It can directly reflect the cultural developments. In a sense, vocabulary is the mirror of the culture, so is the color terms. The understanding and feelings to color terms of Chinese and English People are much alike, which underlines the possibility in cross-cultural communication as well as translatability. However the ways of thinking, beliefs, customs and habits of different cultures not only produce failures and misunderstandings in cross-cultural communication but also pose headaches to translators who are trying to produce ideal target texts. For example, color terms, the associations, symbols and implied meanings of color terms to different nations are different because of their different environments, ways of thinking, religious and beliefs. Therefore, in translation practice, the most important is to break the cultural barriers and convey the source cultural message faithfully and effectively. This paper compares and analyzes the culture of the basic color terms in English and Chinese and introduces several methods in translating color terms. This paper first introduces the notions of translation and culture, indicating the important trend in translationcultural translation. Translation has been viewed as cross-cultural communication instead of word to word translation. Then, it analyzes the differences between English and Chinese culture, and the close relationship between translating, language and culture. In the main part, the paper deals with cultural connotations of basic color terms in English and Chinese and the causes for similarities and discrepancies by citing several examples. By the contrastive study of cultural connotations of basic color terms between English and Chinese, we can know more about what is going on in peoples mind, in their language and cultural. Keywords: color terms; cultural differences. Chapter One Introduction Color terms are important parts that we get to know our world. There are many common points in knowing color terms between different cultures. Although the amounts in explaining color terms are different, words describe basic color terms such as Red, Black, Blue, Green are the same. Meanwhile, due to the differences in religions, politics and customs; color terms sometimes generate strong cultural characteristics. Color terms are an important part of vocabulary in every language system. Each country has its own color outlook and peoples color outlook is an important part of culture ones. English and Chinese have a long history in language system, they are both rich in color terms, and the same color terms usually share the same meanings. However, different geographic conditions, religions and other elements result in different cultural associations in these two languages. Misunderstanding happens from time to time and barries have been caused in communications. During the past three decades, translation is regarded as a kind of cross-cultural communication. Cross-cultural translation in this paper means to bring the same meanings of the issues form one language to another language instead of words from the forms in English to forms in Chinese. This thesis consists of five chapters. Chapter one is the introduction of this paper. Chapter two shows the translation and culture, giving a detailed depiction of the relationship between culture and translation, and some of the major discrepancies between English and Chinese culture. Chapter three and four are the main part of this paper, some basic color terms such as Red , Black are put to improve the differences and same places between Chinese and English culture in translating. And at the end of the thesis, namely, in the last chapter, a conclusion is drawn. Chapter Two Color Terms and Culture 2.1 Color Terms Color term means the word which stand for a kind of color. This definition is easily understood, but Xiao Junshi (1982:26) once said that color terms do necessarily mean the same thing as colorful terms. Colorful English may appear as idioms or in figurative expressions, while color terms are words which simply show different colors. Like the onomatopoeic word, a color term has little merit in itself. Only when it suggests the image of the original, or fortifies the sense in the version, it has value in translation. As a part of words, color terms are used in writing to exchange information. Classification of Color Terms There are two main kinds of color terms: basic color terms and object color terms. Lu Hongmei (2006:38) defines basic color terms as words used to describe the color of objects when they appear. Basic color terms including seven kinds of colors. In Chinese, they areà ¨Ã‚ µÃ‚ ¤Ãƒ £Ã¢â€š ¬Ã‚ Ãƒ ¦Ã‚ ©Ã¢â€ž ¢Ãƒ £Ã¢â€š ¬Ã‚ Ãƒ ©Ã‚ »Ã¢â‚¬Å¾Ãƒ £Ã¢â€š ¬Ã‚ Ãƒ §Ã‚ »Ã‚ ¿Ãƒ £Ã¢â€š ¬Ã‚ Ãƒ ©Ã‚ Ã¢â‚¬â„¢Ãƒ £Ã¢â€š ¬Ã‚ Ãƒ ¨Ã¢â‚¬Å" Ãƒ £Ã¢â€š ¬Ã‚ Ãƒ §Ã‚ ´Ã‚ «. In English, they are red, orange, yellow, green, blue and purple. Although basic color terms contain only a few words, they are very active. Color Terms History in English In western world, people are more rigorous, they take a scientific attitude towards the objective world and objective knowledge. The oldest theory in color terms history is Aristotles Black and White Theory, in which color is made up of brightness and saturation. At that period, all colors were thought as different degrees of mix of white and black. Black and White Theory was ended by Newton who saw seven colors of the sunlight through prism. Color Terms History in Chinese A lot of plants names are used as color terms, especially after the improving of painting. Blue comes from a kind of plant called blue, and red comes from the plant called madder. (Luo geng, P8, 2004) Many Chinese color terms come from the name of plants or minerals. Although there is no theory about the forming of color terms in Chinese history, it is possible to learn a lot of historical things which have relationships with colors. Countless color terms can be found in Chinese poems, essays and novels. The following sentences are some typical examples. à ¤Ã‚ »-à ¨Ã¢â‚¬ °Ãƒ ¥Ã‚ ¾-à ¤Ã‚ »-à §Ã… ¡Ã¢â‚¬Å¾Ãƒ ¥Ã‚ ¤Ã‚ ´Ãƒ ©Ã‚ ¢Ã¢â‚¬ ¦Ãƒ ¤Ã‚ »Ã‚ ¿Ãƒ ¤Ã‚ ½Ã¢â‚¬ ºÃƒ ¥Ã…“ ¨Ãƒ ©Ã‚ ¢Ã‹â€ Ãƒ ¨Ã¢â‚¬Å¾-à ¤Ã‚ ¸Ã…  Ãƒ ¦-†¹Ãƒ ¨Ã‚ ½Ã‚ ¬Ã‚ ¼Ã¢â‚¬ ºÃƒ ¤Ã‚ »-à §Ã…“ ¼Ãƒ ¥Ã¢â‚¬ °Ã‚ Ãƒ ¦Ã‹Å" ¯Ãƒ §Ã‚ ºÃ‚ ¢Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ã‚ ¼Ã…’à ©Ã‚ »Ã¢â‚¬Å¾Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ã‚ ¼Ã…’à §Ã‚ »Ã‚ ¿Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ã‚ ¼Ã…’à ©Ã‚ »Ã¢â‚¬ËœÃƒ §Ã… ¡Ã¢â‚¬Å¾Ã‚ ¼Ã…’à ¥Ã‚ Ã¢â‚¬ËœÃƒ ¥Ã¢â‚¬ ¦Ã¢â‚¬ °Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ã‚ ¼Ã…’à §Ã‚ «Ã¢â‚¬ ¹Ãƒ ¤Ã‚ ½Ã¢â‚¬Å"à §Ã… ¡Ã¢â‚¬Å¾Ã‚ ¼Ã…’à ¥Ã…“† Ãƒ ©Ã¢â‚¬ Ã‚ ¥Ãƒ ¥Ã‚ ½Ã‚ ¢Ãƒ ¦Ã‚ ·Ã‚ ·Ãƒ ¦Ã‚ Ã¢â‚¬Å¡Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ ¤Ã‚ ¸Ã¢â€š ¬Ãƒ ¥Ã¢â‚¬ ºÃ‚ ¢Ã‚ ¼Ã…’à ¥Ã…“ ¨Ãƒ ¥Ã¢â‚¬Å" ªÃƒ ©Ã¢â‚¬ ¡Ã…’à ¨Ã‚ °Ã†â€™Ã‚ ¼Ã…’à ¥Ã…“ ¨Ãƒ ©Ã¢â‚¬Å¡Ã‚ £Ãƒ ©Ã¢â‚¬ ¡Ã…’à ¨Ã‚ ½Ã‚ ¬Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ He felt as if his head were spinning and his eyes swam before a kale endoscope of red,yellow,green,black,shiny,square,cylindrical,leaping,dancing,shapes(Zhang Peiji, P64, 1979) In this sentence, the color terms emotive function is showing the feeling, color terms can not be instead by the other kinds of words. Above all, color terms play a very important role in both Chinese and English cultures. At the same time, it is true that a translators task in translating color terms is not an easy task. He is the one who belongs to two language-culture backgrounds. He has to serve as a receptor of one message while being an announcer of message in another language of another culture. It is necessary for a translator to know color terms backgrounds and histories well. 2.2 Language, Culture and Translation Language and Culture Language is one of the important constituents of culture. Douglas(1980) once said, A language is a part of culture and culture is a part of language, the two are intricately interwoven so that one can not separate the two without losing the significance of either language or culture(Douglas, P76, 1980) Languages are used to form production and explain the how the tool works; and in the situation of institutional culture, language is often in use; and mental culture must be explained and wrote by ways of language. So language is an important symbol of the culture. So it is safe to say that language has two important cultural functions. Firstly, it is the way of holding culture; secondly, it is the media in transmitting culture to youths. Language has such an important influence on a culture that some linguists believe that language and culture hold the keys to maintain national or cultural characteristics. Language is important in national sentiment because of its strong and visible symbolism; it becomes an important symbol. At the same time, language is influenced by culture. From a broad sense, language behavior is brought up by culture. That is to say, the ways of language that you use, are linked with your cultural background. In its most basic point, language is a series of rules for their use in relation to one another. Theyre unique from one culture to another. You may find it when you study another language. Here is an example, Confucianism, founded by Confucius more than 2000 years ago, has been deeply rooted in Chinese culture, Chinese people are taught from their childhood to show respect to the elders, be polite to others. This efficaciously explained the scenes that we see today in China and expressions as à ¥Ã‚ °Ã…  Ãƒ ¨Ã¢â€š ¬Ã‚ Ãƒ §Ã‹â€ Ã‚ ±Ãƒ ¥Ã‚ ¹Ã‚ ¼Ã‚ ¼Ã…’And address somebody respectfully titles such as à ¤Ã‚ »Ã‚ ¤Ãƒ ¥Ã‚ °Ã…  to address people and words as à ¥Ã‚ ¯Ã¢â‚¬â„¢Ãƒ ¨Ã‹â€ Ã‚ to themselves were so commonly heard. Translation and Culture The fact that translating one language into another is necessarily contained both two cultures that results in the close relationship between culture and translation. In the first point, culture has many limitations on translating. As we all know, culture is the identity of a country, which determines its uniqueness from another culture. Both English and Chinese language have their own series of words and expressions that quite different from other cultures, which makes it impossible to find a totally similar word in the target language that we translate to, except creating a new word. For example, à ¨Ã‚ ®Ã‚ ºÃƒ ¨Ã‚ ¯Ã‚ ­Ã‚ ¼Ã…’à ¦Ã‚ µÃ‚ ®Ãƒ ¤Ã‚ ºÃ¢â‚¬ËœÃ‚ ¼Ã…’in Chinese and pinkeye and whitegoods in English. Translators should be very careful in translating these words in case of misunderstanding among the readers. Second, the most important roles in translation are to enrich the culture we want to translate to, and to promote the development of the language culture. In a word, language, culture and translation cannot be separated from each other. They depend on each other. Translator should master not only bilingual knowledge but also bicultural knowledge. The Notion of Cultural Translation Translation takes place between languages. With the development of modern translation theories, more and more people believe that translation is a cross-cultural communication. In fact, they have found that cultural factors in international communication are more popular than the purely linguistic differences. Thus in the field of translation studies, translators understanding of translation has changed: from word translation to cultural translation. Shuttleworth (1997:P35) defines cultural translation as any translation which is sensitive to culture as well as linguistic factors. Language is a part of culture, thus translating one language into another can be satisfactory if the translator knows both two culture well. However, language is the soul taker of culture. In the translating course, language is translated or transformed but not culture. The purpose of translating is to make the readers get to know the culture of the countries. Chapter Three Culture of English and Chinese Basic Color Terms 3.1 Contrastive Analysis of Culture of English and Chinese Basic Color terms There are seven basic color terms both in English and Chinese, but the number of color terms are more than 2,000 in the Chinese, and more than 3,000 in English. The English basic color terms are red, pink, yellow, green, blue, black, white, gray, and brown, meanwhile in Chinese they are à §Ã‚ ºÃ‚ ¢Ã‚ ¼Ã…’à ©Ã‚ »Ã¢â‚¬Å¾Ã‚ ¼Ã…’à §Ã‚ »Ã‚ ¿Ã‚ ¼Ã…’à ¨Ã¢â‚¬Å" Ã‚ ¼Ã…’à §Ã‚ ´Ã‚ «Ã‚ ¼Ã…’à ©Ã‚ »Ã¢â‚¬ËœÃ‚ ¼Ã…’à §Ã¢â€ž ¢Ã‚ ½,à ¨Ã‚ ¤Ã‚ , Basic color terms are often used, they are main parts of this article. 3.1.1 Cultural Equivalence between Black and à ©Ã‚ »Ã¢â‚¬Ëœ Black is the basic color in both English and Chinese color system. It has not only its own meaning-the opposite of white, but also include the following meanings. Darkness, Death, Misfortune and Sadness Black is regarded as the unlucky color. As we know, the hell in the western fairy tales and the same world in Chinese mythologies are dark places when criminals die. There are some hobgoblins such asà ©Ã‚ »Ã¢â‚¬ËœÃƒ §Ã¢â€ž ¢Ã‚ ½Ãƒ ¦-  Ãƒ ¥Ã‚ ¸Ã‚ ¸in Chinese hell and Satan in western hell. When people died, his or her relatives wear in black and they felt sad and grief. So black is also connected with sadness and misfortune. In western religion, Black Friday refers to an unlucky day because Jesus Christ died on Friday. In China football history, there are also a bad phenomenon called Black three-minutein 1989 World Cup, because of the defenders mistake, China Mens football team lose the game with 2-1 in the last three minutes. And they failed to go to Rome to take part in the 1990s Italy World Cup Finals. From then on, the Black three-minute is a nightmare of Chinese football team. Dirtiness, Illegality and Evilness In the Ballet opera Swan Lake, the black swan is the symbol of evil and cattiness. Chinese expressions likeà ©Ã‚ »Ã¢â‚¬ËœÃƒ ¥Ã‚ º-,à ©Ã‚ »Ã¢â‚¬ËœÃƒ ¦Ã‹â€ Ã‚ ·Ã‚ ¼Ã…’à ©Ã‚ »Ã¢â‚¬ËœÃƒ ¨Ã‚ ´show that black in Chinese is also related the bad and evil. In English culture, expressions are explained in the same meaning, for example: Black money (to get the money through the illegal way) Black-hearted (man who are very evil and greed) Black sheep (a bad guy who do harm to his family or group) Cultural Non-equivalence betweenBlackandà ©Ã‚ »Ã¢â‚¬Ëœ In Chinese ancient history, black is regarded as be respect to others: in Xia Dynasty and Qing Dynasty, ministers wear a kind of clothes calledà §Ã‚ ¼Ã‚ Ãƒ ¨Ã‚ ¡Ã‚ £(Ziti), which is made up from a black silks. And black is a color making people feel respect to others, and thats why people wear in black in funerals. Ancients always connected the black with the irons factors-hard, they place the color black as the color of justice. So in the Chinese opera, a person with black face is a justice person, such as BaoZheng in Song Dynasty. Black also has some positive meaning in English language. Black dress and black suit are the most popular clothes in western countries. In some important situations, noted public figures and magnates love to wear in black. And people in symphony orchestra wear in black and its show the respect to the audience. Black-hall means the hall which many VIPs and important persons in it. However, the word black is always connected with the black-skinned people, in early times, the black-skinned people were called Negro, but they thought this salutation was pedagogue, so they choose the word black. In western black-skinned people culture, things are connected with them are dubbed the prefix black such as black English, black belt and black nationalism ,etc. Cultural Equivalence Between White andà §Ã¢â€ž ¢Ã‚ ½ White is the color which opposite to the color black. Brightness In Chinese, animals with white suchà §Ã¢â€ž ¢Ã‚ ½Ãƒ ©Ã‚ ¸Ã‚ ½and others is a lucky symbol, it bring the symbol of peace to people. In western countries, people think angles always in white, and the angle is the hand of God, they bring outlook and happy to human beings. Death and Failure White is the color of death in Chinese traditions. When a person died, his or her relatives wear in white, and the clothes calledà ¤Ã‚ ¸Ãƒ ¦Ã…“ , they believe the deaths could go to the heaven. In western countries, the color white also connected with death. White and à §Ã¢â€ž ¢Ã‚ ½ also means failure. This phenonmen can be seen in the war, when one side of the war hang the white flag, it means they accept the failure and the other side is win. Other Connotations Enjoyed by bothwhiteandà §Ã¢â€ž ¢Ã‚ ½ White also makes people feel clean and honest. White man means the person is very honest. White also refers to the White-skinned people; the opposite of the black-skinned people. Cultural Non-equivalence Between White andà §Ã¢â€ž ¢Ã‚ ½ In Chinese operas, White face, for example: CaoCao in Three Kingdom period, symbolizes villainess and brings contempt, people can hardly see the true meaning from his face. Nowadays, white also describes the man who do not understand the meaning the other people says, such asà ¤Ã‚ ½Ã‚  Ãƒ §Ã…“Å ¸Ãƒ §Ã¢â€ž ¢Ã‚ ½Ãƒ ¥Ã¢â‚¬ ¢Ã…  Ãƒ £Ã¢â€š ¬Ã¢â‚¬Å¡ White in English also has its unique meaningslove. White Valentines Day is the day lovers stay together and celebrate the day. And it originated in 3rd century in Rome. If a girl or boy receives a gift from a boy or girl on February 14th, and he or she gives another gift on March 14th, the actions are called White Valentines Day. Cultural Equivalence Between Red and à §Ã‚ ºÃ‚ ¢ Happiness, Luck, Love and Beauty à §Ã‚ ºÃ‚ ¢is the favorite color among Chinese. In Chinese traditional festival-Spring Festival, people in his animal year are wearing in red, and he or she want to get higher. The elders give money to the youths in a red bag calledà §Ã‚ ºÃ‚ ¢Ãƒ ¥Ã…’†¦. And the youths always be happy when they receive à §Ã‚ ºÃ‚ ¢Ãƒ ¥Ã…’†¦. In the Chinese traditional weddings, red candles, red veil and red dresses of the brides, all bring the festival atmosphere and make people think that days after wedding will become better and better. Red eggs are given away to friends and relatives on the birth of a baby In western countries, red is the color that shows the love to someone: if a young man give a woman red rose, that means he want to fall in love with the woman, he loves the woman. Aggravation, Violence, Danger and Shyness Red is also linked with same emotions in both English and Chinese. In Chinese, à ¦Ã‚ Ã¢â€š ¬Ãƒ §Ã‚ ºÃ‚ ¢Ãƒ ¤Ã‚ ºÃ¢â‚¬  Ãƒ §Ã…“ ¼ is used to describe rage and violent actions. The fire truck and alarm light are all painted red to indicate danger. In minds of native speakers of English, red is also associated with sanguineness, danger and violence. However, red face doesnt only mean angry, as we all know, if a boy says I love you. to a girl, the girl also turns her face red, and thats not angry, its shyness. Red is the color of blood, if a person was beat by others and he is injured, the blood could come out from his body, and thats violent. Cultural Non-equivalence between Red andà §Ã‚ ºÃ‚ ¢ The color terms red andà §Ã‚ ºÃ‚ ¢are not equivalent in many ways. In China,à §Ã‚ ºÃ‚ ¢is the symbol of revolution and communism. Chinese national flag,à ¤Ã‚ ºÃ¢â‚¬ Ãƒ ¦Ã‹Å"Ã… ¸Ãƒ §Ã‚ ºÃ‚ ¢Ãƒ ¦, is red which means being stained red by the blood of the revolutionaries, whileà §Ã‚ ºÃ‚ ¢Ãƒ ©Ã‚ ¢Ã¢â‚¬  Ãƒ ¥Ã‚ ·Ã‚ ¾is a corner of it. Whats more, à §Ã‚ ºÃ‚ ¢in Chinese is often used to express ones envy such asà §Ã…“ ¼Ãƒ §Ã‚ ºÃ‚ ¢, while in English the word having this function is green. Red in English has some other usages. For instance, Red Nose Day is a day on which an appeal is made for donations for research into sudden infant death syndrome, marked by the distribution of plastic red noses to donors. And this is apparently not embodied in the connotations of à §Ã‚ ºÃ‚ ¢in Chinese. 3.2 Causes for Equivalences and Unequivalences Causes for Equivalences Human beings have common factors. They live on the same globe. Although their living and working environment are much different, theyre much in common. Cultures of various countries also have something in common. All these similarities are inevitably reflected in languages. Thats why equivalents can be found in terms of linguistic from and meaning. Black is the color of darkness and some secret and illicit activities always go on in the darkness. So black is extended as illicit. In black market, the business goes on in violation of publicly imposed regulations. Money got through being against ones conscience, such as corruption and bribes, is à ©Ã‚ »Ã¢â‚¬ËœÃƒ ©Ã¢â‚¬â„¢Ã‚ ±, and smuggled goods are à ©Ã‚ »Ã¢â‚¬ËœÃƒ ¨Ã‚ ´ The similarities in connotation of color terms not only result from the similar perception to the world, but also have something to do with customs of people. In both China and English-speaking countries, people usually roll out red carpet for an important visitor, so there is roll out red carpet in English andà ©Ã¢â‚¬Å" ºÃƒ ¥Ã‚ ±Ã¢â‚¬ ¢Ãƒ §Ã‚ ºÃ‚ ¢Ãƒ ¥Ã…“ °Ãƒ ¦Ã‚ ¯Ã‚ ¯in Chinese, which indicates a lavish welcome. Causes for Unequivalences In the process of translating, a translator is more often faced with cultural differences. Every country has its own ethnic groups, geographical location, religions beliefs, values, political systems and so on. All these form the differences of national culture, which are also certainly embodied in language, which means culture determines the differences in connotations of color terms. As Lamb (1982: P358) observes, Its clear that religion and culture are inextricably entwined. Most experts agree that religion has endeavored to explain those motions about life that otherwise could not be understood or resolved. The study of religion not only for offers insight into the spiritual and psychological needs of people, but also gives us clues into the social aspects of a culture. The usage of color in religions and their sacred writings exert great influence on the connotations of the color terms. Besides the factors mentioned above, there are other factors influencing the usage of color terms. Some expressions with color terms come from myths, tales and some from literature works. Here we have only named some of the major causes due to the length limitation of this thesis paper. Chapter Four Compensation for the Loss in the Translation of Color Terms Literal Translation Catford (1965: P25) argues that translation takes word-for-word translation as its starting point, although because of the necessity of conforming to TL(target language) grammar, the final TT(translation teaching) may also display group-group or clause-clause equivalence. In other words, literal translation aims at preserving the most possible cultural information of the meaning without changing the linguistic forms of the source text, so by offering a foreignized translation it can get not only a very high degree of the informativeness of the cultural meaning transferred from the SL (second language) text, but also a rather high degree of the effectiveness of the transferring of the cultural meaning. Of course, the translation can only be foreigized to such a degree that the target text is still readable. Besides, in a mass of linguistic facts, there are some expressions both in English and Chinese adapting the same color symbols and carrying the same cultural connotations, thus literal translation becomes the only appropriate strategy. Free Translation Newmark (1988: P46) defined free translation as reproduce the matter without the manner or the content without the form of the original. From the perspective of cultural translation, the awareness of culture is of great importance for a translator to obtain an ideal rendering in translating practice. A good or ideal translation should accord with the demand and tendency of a particular time and should be understandable and acceptable so that is can enlighten readers to recognize foreign cultural elements. Because of lack of communication, in the past domestication (e.g. free translation) was preferred and most of those renderings that employed foreignizing methods (e.g. literal translation, transliteration) couldnt widely spread. However, because of tendency of cultural integration, foreignizing, methods can serve better for the purpose of cultural translation. Chapter Five Conclusion In the past several decades, cultural translation became an important issue in the field of translation. This paper deals with studying the color terms and its method of translation. It is easy to see that word meaning is the mirror of peoples cultural and social backgrounds. But it may be different in its meaning of this word from the other cultural groups. To better explain the methods of translation in color terms, the author compared the English and Chinese cultures in color terms from sources including historical background, religions, and so on. According to these Chinese and English cultural discrepancies, it is easy to understand the reasons why these two peoples think in different ways, which we should take into consideration. However, there are some shortcomings in this paper. First, the comparison of this paper only focuses on the basic color terms. Second, there is a large number of expressions with color terms in both Chinese and English, and the author cannot write them all, but examples given are enough in this paper because the target of the paper is not only to show the differences and same points., the more important point is to understand the reasons why the similarities and differences between these two cultures. With the development of globalization and international communication, it is necessary to learn cultures well before translating the language which comes from the culture. Color terms are more and more important in translating language. Moreover, mastering color terms translation improves the abilities of translation practice and cross-cultural communication.

Ageism In Playboy :: essays research papers

Ageism in Playboy Definitions: 1)  Ã‚  Ã‚  Ã‚  Ã‚  Content analysis is the process of picking apart and closely observing a subject matter. 2)  Ã‚  Ã‚  Ã‚  Ã‚  Ageism is the discrimination of people based on their age. Hypothesis: That I will find no women over the age 30 pictured in an issue of Playboy Magazine.   Ã‚  Ã‚  Ã‚  Ã‚  In this paper I plan to prove that the hypothesis stated above is true because in society youth is considered a both beautiful and desirable quality to posses. Because Playboy Magazine is a popular magazine aimed at male readers, and because this magazine uses both youth and beauty to sell itself, it could be concluded that men desire female images that manifest beauty in youth. I chose to look at Playboy because Playboy’s interest is to sell magazines that satisfy the desires of males. Why does Playboy satisfy the desires of males? It is because in their magazines women between the ages of 18 and 29 are featured nude displaying the youth that their bodies posses. I chose to test this hypothesis by looking at Playboy’s 1997 January issue and reading the descriptions of the models such as their height, weight, bust, hips, and most importantly age. This particular issue happened to have all models in the running for Playmate of the Year so I had 12 sub jects to observe. If this hypothesis holds true, then the real underlying question will surface: What makes youth beautiful? My hypothesis was proven true to a certain point. As I thumbed through the twelve models in the running for Playmate of the year, as I suspected, none of the models were over the age of 30. The oldest of the 12 models was age 26. However, my hypothesis stated that I would not find any women in an entire issue of Playboy, not just the models. On page 51 of the 1997 January issue was and interview featuring Whoopi Goldberg. There was not one, not two, but three photographs of the 41-year-old actress. In this entire issue of Playboy, there was a woman over the age of 30; thus my hypothesis was proven wrong. However, I still conclude that ageism still existed in this issue of Playboy Magazine. Why? The answer is because no models over the age of 30 had been chosen to appear nude in this issue. I believe it is because Playboy wants to portray youth as beautiful to its selected reader. The firm bodies and youthful smiles of women under the age of thirty is what Playboy’s editors con sider beautiful.

Talent Shows – Dream Or Nightmare?

Talent shows are fun to watch, but are they actually fun to be a part of? I think it is very entertaining to watch talent shows, never the less the auditions, but I would never participate in one myself. I think it crosses a lot of my limits to get up in front of everyone in Denmark. If we take starting-point in singing talent shows, many of the young people that join the show, can't even sing. The problem here has probably something to do with, that the parents to the child think that everything their little angel does is fantastic.And therefore the young person with absolutely no talent at all, is totally laughed at in front of the whole country. The dream of being the next big star is cool, but when you become a star through a talent show, you will always be remembered as â€Å"Julie from x-factor† or something like that. If I ever wanted to become a famous singer, I would rather get there on my own then get there through a show.If we, as an example, look at Miley Cyrus, wh o plays Hannah Montana on Disney channel, she wants to be a big actress and singer, but when we think of her or we want to explain who she is, it is and will probably always be â€Å"the girl who plays Hannah†. I once read about this in a magazine, that Miley is tired of being Hannah and wants to be Miley, the girl who can sing and act. She has tried a lot of things to get rid of this reputation, such as being in movies that are for teenagers and not kids.She has also made several CDs, with music she writes herself. And if we look at someone from the Danish x-factor, we all know Sarah, the girl who won x-factor 2 years ago. Last year i played a handball game against her, and every time someone recognized her they would yell, â€Å"Hey, it's Sarah from x-factor† So this is something you have to live with, if you participate in a talent show. So with these things in the back of my head, I will elaborate on why I would never participate in this kind of shows.The first rea son is that I don't like to display myself in front of the whole country, not because I can't sing, I just don't feel the need to show everybody my singing talents. When I sing I usually am alone or together with people i am close to, Everybody doesn't need to hear me sing. Another reason is that I think these kind of shows often make people who once were nice and kind, to total snobs, because of the publicity. They don't have time for their old friends, and they start to only wear branded goods.This isn't good because a lot of the people in a talent program are just a flash in the pan, and when the show is over their friends at home have moved on. The last reason is the thing about being the girl from the talent show. If I ever, at some point in my life, want to be a celebrity, I want to become it and achieve the publicity on my own. I don't want to be part of a show and always be known as a â€Å"show-person†, and not known for my own music or just for being me! Therefore I would say that talent shows are a NIGHTMARE.

Mkt100 Textbook – Chapter 1

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