Life Before and After the Fall of Communism in the Czech Republic

Do 1 Life Before and After the Fall of Communism in the Czech Republic Recently the senate and county elections in the Czech Republic confirmed that the preference of Czech voters is shifting to the left, what's more the Communist Party of Bohemia and Moravia got the second highest number of votes. The results are disturbing, because the last time Communists won the polls, the Czechs ended up being oppressed for over 40 years until they managed to overthrow the government. Now it seems that the same people have suffered from a collective memory loss.Have they forgotten how life was before 1989 and what crimes the communists committed during their reign? Voting for the communists is a mistake, which should never be made, because it is considerably better not to have them interfere in our lives. One of the biggest differences between now and then is the atmosphere of the time. Back then people described the atmosphere as â€Å"shades of grey†. They were not encouraged to be diff erent, on contrary individualism was oppressed and frowned upon. As a result most of the people were afraid to do or say anything that would make them stand out of the crowd.This resulted also in an atmosphere of fear. Nowadays individualism is supported in almost any area possible. From a young age people are pushed to be creative and this creativity distinguishes us from others. We have freedom of speech, which means that we can complain about anything even our current government, whereas back then if you said anything negative about the communists they would put you in prison. The concept of freedom was also very different. There wasn't a real democracy with the communists in power. The communistic regime in Czechoslovakia was characterized by the absence of free elections.Many basic human rights were limited such as freedom in political or religious beliefs, freedom of speech, the right to assemble or the right to education. This affected the Do 2 lives of people immensely and m any of them were unsatisfied and angry, however the majority of the society was afraid to do anything. The reason was that the communists got rid of inconvenient people. They fired people, they made sure their children couldn't get on the desired universities; they blackmailed, tortured and killed people through staged trials.For the majority of society it was simpler to act as if they were okay with the regime. In this day and age human rights are secured through countless declarations, laws and treaties. International organizations oversee observance and countries that breach these contracts have to face sanctions and they have to answer to the International Court of Justice. There are also major differences in the everyday life of normal people back then and now. During the reign of Communists it was forbidden to travel out of Czechoslovakia.Only those, who had special permission, could travel abroad and even then, most of these people were monitored by the secret service. Commun ism is strictly against capitalism hence the Communists tried to convince the public that the capitalistic countries were bad and that economically and socially communistic countries were better off than most of the western capitalistic world. Thus they couldn't let people travel abroad, because it would be clear right away that they were knowingly deceiving them. People had also a hard time when they went to shop.There were no products from capitalistic countries and everywhere the selection was very poor. Things as clothes, modern technology or even meat were scarce products. This may sound almost unbelievable to a person, who didn't experience this era or who was born after the fall of communism. We live in a global world today. People travel to the furthest corners of the world. It takes a few clicks to order anything from anywhere in the world through the Internet. People are surrounded by shopping malls with a huge selection. In other words we have everything that we need at t he reach of our hands. Do 3As we can see life during the communistic regime was much harder than life today and it was full of fear, uncertainty, and injustice. People lost many of their basic human rights, they had to suppress their individuality and succumb to the regime. If we compare it to the life that we have now, we have really nothing to complain about and it is obvious that we are better off without the Communists in the government. It is then very hard to comprehend why the Czechs are forgetting so quickly, what the communists have done in this country only a few decades ago and why so many of them have voted in their favor.I would suggest more informational campaigns about this period of history in order for the Czechs to learn properly about their history, because as George Santayana once wrote: â€Å"Those who cannot remember the past are condemned to repeat it† (1). Do Thuy Linh (Linda) Paula Solon Composition I Comparison and Contrast Essay – Life Before and After the Fall of Communism in the Czech Republic November 8, 2012 Essay Outline Thesis: Voting for the communists is a mistake, which should never be made, because it is considerably better not to have them interfere in our lives.Introduction: The results of recent elections in the Czech Republic show a shift of voters' preference to the left. The most disturbing outcome is that the second highest number of votes belongs to the Communists. The atmosphere back then and now. â€Å"Shades of grey† and atmosphere of fear People feel safe and free Concept of freedom back then and now/ There was no real democracy and basic human rights were violated Human rights are nowadays secured through countless international contracts Everyday life of normal people back then and now.Things as travelling and shopping were hindered or denied Today in this global world we can go anywhere and buy almost anything Conclusion: Comparing life back then and now it is clear that we have nothing t o complain about. It is then hard to believe how the Communists got so many votes. Maybe the Czechs need more informational campaigns in order to learn properly about their history. Works Cited 1. Santayana, George. The Life of Reason. London: Prometheus Books, 1998. Print.

The Meaning of Beauty

The Meaning of Beauty Man vs. Woman From the beginning we are taught that God created man, and from man he created woman. It’s funny how different a man’s thoughts can be compared to a woman’s, considering the woman was created from the man. Their views on beauty, amongst other things, prove to be a perfect example of this. Centuries ago the Greeks saw â€Å"[B]eauty as a virtue: A kind of excellence† (Sontag 117). While this is still a shared view between men and women today, they share different views on how this excellence is achieved.Both men and women agree that beauty has two parts, inner and outer; yet men recognize beauty as success, leaning more towards inner beauty, while women recognize beauty as how one looks, leaning more towards outer beauty. It has been observed that â€Å"[w]e not only split off—with the greatest facility—the â€Å"inside† (character, intellect) from the â€Å"outside† (looks); but we are actual ly surprised when someone who is beautiful is also intelligent, talented, good† (Sontag 118).Both men and women make this mistake, it never fails to amaze people that a person can be smart and good looking at the same time. Society has made it seem like the good looking get everything handed to them because of their physicality; however that is not always true. It is just the fact that it is human nature to immediately observe and judge by the outward appearance according to the worldly views instilled in people growing up, for example: magazines, TV, internet, etc.Both men and women would agree that for millennia â€Å"beauty has continued to lose prestige† (Sontag 118). Women not only have different expectations of beauty compared to men, but also seem to be confused by the definition of beauty itself. Sontag states that a whole society has identified being feminine with caring about how one looks (118). â€Å"Hollywood† has seriously messed up the views of wom en on the topic of beauty: For the ideal of beauty is administered as a form of self-oppression. Women are taught to see their bodies in parts, and to evaluate each part separately.Breasts, feet, hips, waistline, neck, eyes, nose, complexion, hair, and so on—each in turn is submitted to an anxious, fretful, often despairing scrutiny. (Sontag 119) For women it is not just the thought of a bad appearance during the day, but also the question of how the millions of pieces are contributing to it. Unfortunately, their solutions are not always the wisest. Instead they do what they believe will cure their problems the fastest. Weather it is not eating for that day or coating their faces with make-up in order to cover up that one, little blemish.Women mistake their appearance to be their only form of power. Most women believe â€Å"it is not the power to do but the power to attract† (Sontag 119). No matter how hard a woman works and how far she goes, she must always show that she works just as hard to be attractive, â€Å"[d]amned if they do—women are. And damned if they don’t†¦ [N]othing less than perfection will do† (Sontag 119). A woman can be told thousands of times that there is no such thing as perfection, yet that is what she will always strive to achieve. Men, on the other hand, have very different views on beauty.Men are not beautiful; they are handsome: â€Å"Handsome† is the masculine equivalent of—and refusal of—a complement which has accumulated certain demeaning overtones, by being reserved for women only†¦[T]heir essence is to be strong, or effective, or competent†¦[W]hich is to be identified with caring about what one is and does and only secondarily, if at all, about how one looks. (Sontag 118) Men do not focus on how they look physically, but on what and how much they accomplish. A man would rather be seen as strong and dependable in comparison to skinny and well liked.Men have th e view of, take it or leave it. They are more focused on their success, rather than their appearance: In men, good looks is a whole, something taken in at a glance. It does not need to be confirmed by giving measurements of different regions of the body, nobody encourages a man to dissect his appearance, feature by feature. As for perfection, that is considered trivial—almost unmanly. Indeed, in the ideally good-looking man a small imperfection or blemish is considered positively desirable. Sontag 119) Men know that there is no such thing as perfection; therefore they see no reason to shoot for something impossible to obtain. Women see the imperfections in themselves as unacceptable, yet find the blemishes of men attractive. The opposite opinions of men and women on the topic of beauty have continued for years and show no evidence of changing. While men spend their time climbing the career ladder all the way to the top, women focus more on how they will look climbing that lad der.Men have sustained the belief that beauty is seen as success, while women continue to believe that beauty is all about how one looks. Men and women still hold to their original ideas of beauty, but have found certain ways to individualize themselves too. As time goes on it is becoming clearer that beauty truly is in the eye of the beholder. Works Cited Sontag, Susan. â€Å"Women’s Beauty: Put Down or Power Source? † 75 Readings Plus. Ed. Santi V. Buscemi and Charlotte Smith. New York: McGraw-Hill, 2010. 117-119. Print.

Cadbury: the Study of Consumer Behaviour

†There's one product that sells in good times and bad – a bar of chocolate†. It has been an axiom of Cadbury Company for generation. Today, the company which was opened in 1842 by John Cadbury, Is the global leader in the chocolate confectionery manufacturer. The beginning of Cadbury journey is when John Cadbury opened up a shop in Birmingham and sold coffee, tea, drinking chocolate and cocoa. In the later stage, John’s brother Benjamin joined the company in 1842 and opened an office in London and received Royal Warrant as manufacturer of chocolate and cocoa to Queen Victoria in 1854. After six years, John got problem about his health and his wife was death so they left their business and company to their sons George and Richard. The brothers was also dissolved their partnership at the same time. George and Richard continued to develop the product line, and by 1864, they were getting an early profit. By this time, Cadbury’s Cocoa Essence which was an all nature product with pure cocoa butter and no starchy was introduced to people. After which, the brothers soon moved their manufacturing operations to a larger facility four miles south of Birmingham and the factory and area was known as Bourneville. With a success in chocolate, George and Richard stopped selling tea in 1873 and master confectioner Frederic Kinchelman was appointed to share his recipe and production secrets with Cadbury workers. Moreover in two years time, the factory employed more than 2,600 people and was incorporated as a limited company. In 1969 Cadbury merged with Schweppes which was a large British brand that supply mineral water and soft drink and the company was know at Cadbury Schweppes. The merged companies would go on to acquire Sunkist, Canada Dry, Typhoo Tea and more. Schweppes Beverages was created, and the manufacture of Cadbury confectionery brands was licensed to Hershey. Today Cadbury Schweppes is the largest confectionery company in the world, employing more than 70,000 employees. In 2006 the company had over $15 billion in overall sales. In March of 2007, Cadbury Schweppes announced that it intends to separate its confectionery and beverage businesses. With almost 200 years in the business, Cadbury Schweppes will continue to prosper in the coming decades. Theories Used The whole paper will discuss about the model of motivation, arousal of motives , hierarchy needs of Maslow’s, ELM (elaboration likelihood model ) and how these theory and model apply to the improvement and expansion of Cadbury company to better understanding about their consumer behavior. First of all, motivation is basically defined as the driving force within individual that impels them to action. According to the model of motivation process (Schiffman et al, 2008), when people need, want and desire are unfulfilled, they tend to feel tension. After that it will drive people to the direct behavior through their thinking process and previous learning until their need is fulfilled (Schiffman et al, 2008). On the other hand, most of people specific needs are dormant much of the time. The arousal of any particular set of needs at a specific point in time may be caused by internal stimuli found in our physiological condition or our emotional or our cognitive process or by external stimuli in environment (Schiffman et al, 2008). One of the well know theory of human motivation was developed by Abraham Maslow which interpret how customer perceive satisfaction about goods and service at different level of needs. According to Maslow, there are five basic level of needs which are physiological needs; safety and security needs; social needs; ego needs; self-actualization. The theory is showed that human seek for the satisfaction from lowest level first (physiological) such as food, water, air, clothing, sex. After the first level of needs is satisfied, people will seek to higher level of needs which is safety and security needs. After they get these needs, they will look for the social needs such as love, affection, belonging and acceptance and then is ego needs and self- actualization. (Schiffman et al, 2008) The elaboration likelihood model proposes the more global view that consumer attitude changed by two distinctly different routes to persuasion: a central route and a peripheral route. When consumer‘s motivation or ability to assess the attitude is high, their learning and attitude change tend to occur via central route with available information about the attitude object. In contrast, when people’ s motivation or assessment skills are low, learning and attitude change tend to occur via the peripheral route without the consumer focusing on information relevant to the attitude object itself. (Schiffman et al, 2008) Maslow’s Hierarchy of Needs According to Hassan (2005), Maslow’s hierarchy of needs includes physiological needs, safety and security needs, social needs, ego needs and self-actualization which can help us to understand human behavior and have a right point to motivate customers power purchasing, especially for what Cadbury has been applied for their segmentation strategies and positioning strategies. First of all, as we know that chocolate is belonged physiological needs which means this kind of product is low price and more competitive so that there need have a successful key to become the second largest confectionary market after Marks-Wrigley (Conor Carroll 2009). This is the brand of itself because when customers try whatever product they always concerned about the brand name which not only help the customers identify their needs and satisfy product but also help the marketers to become different from their competitors. For this company which already have a strong brand and strong history from 1824 (Conor Carroll 2009) which is more powerful to get customers trust and remained loyal customers as well. For example, when a person go to the super market and he wants to buy a soft drink immediately he will think about Coke or Pepsi, as like as in this case when he go to the supermarket and he wants to buy a bar chocolate he may think about Cadbury although the price may higher than others brands but because of the high reputation and quality brand so that consumers will pay a higher price for branded product which they believe it provides a higher value. Secondly, although Cadbury is a second largest confectionery company it still made a mistake when they did not concerned a lot about safety and security needs of consumers in 2006. According to Conor Carroll (2009), Cadbury be in scandal of salmonella scare in 2006 and Easter chocolate products scandal in 2007. Because of it, Cadbury reputation and benefits at this time was dropped significantly. However, they had fined by the Food Safety Authorities and need to recall the entire products problem. As a result, Cadbury get over the big two trouble and got it meaning lessons for safety and security products. However, it not only stops by there, they already have an action to get back their reputation from consumers by support more laboratory facilities and scientists to test the product quality and more involve in the social responsibilities. (http://www. cadbury. com/ourresponsibilities/Pages/ourresponsibilities. aspx) Thirdly, for social needs which are more concerned about the environment and social responsibilities than the quality of this product. Cadbury is not only use the campaigns to encourage their customer’s social consideration but also has a special strategy to stimuli their farmers and workers such as give more bonus and benefits to the workers in Ghana and support the people living around. This is meaningful that when consumer try Cadbury chocolate they may think that they already pay a right price which bring the benefits to the workers and also contribute a small part to support the society. As a result, this is the best idea for the marketers because when you want to have a strong brand name inside consumers mind you need to concerned more about the social and environment which are the strong strategy to maintain the product brand name and Cadbury did it. Next, some of the Cadbury products and advertisements emphasis the ego needs which is more specific on self-acceptance and self-esteem such as Cadbury already have targeted this concept to teenagers like Cadbury Perk. For this strategy, Cadbury Perk was targeted to the casual snacking which includes chips and wafers. Moreover, Cadbury Perk contains a message that whenever and wherever teenagers need it always available for their convenient it becomes a new mini snack in this market. Furthermore, for the confectionery market teenagers and children are the majority consumption and the most important of segmenting and positioning. When the teenagers try Cadbury Perk they may feel like this product was born for them and stands for them like young, active and creative life. (Cadbury PLC 2010) Lastly, there is need for self-actualization which is concentrated more on inner thinking such as psychological integration or demand higher level of personal potential. Hassan (2005) states that generatively, social justice and transformative thinking should be cooperate with this orientation. Thinking towards to Cadbury, we can see that they try to satisfy the customer’s needs as much as they can or even though more than what consumers expected like Cadbury celebrations which was aimed to replace the traditional gift options during festival seasons with a pretty box and nice packaging it really suit for gifting. It is different from others category because it is more formal and luxury which extend consumers needs. Moreover, Cadbury also have introduced a product for after dinner sweet which main targeting in India. Because in India people have a habit to have a sweet dessert after their dinner and this product can replace traditional sweet which inconvenient and take more time to repair. For this part, the advertisement more focuses on the adults rather than children. From this point, we can see that Cadbury not only segmenting and positioning their product on children but also expand their segmentation to the adults which called as potential customers. Certainly, in this point their advertisement and packaging are also be different from the product that they target to the children. Model of Motivation Motivation is a theoretical construction from which we can determine the driving force behind human behavior. (Kroeber-Riel and Weinberg 2003, cited in Wohlfeil and Whelan 2006) This, according to Weinberg (1995 cited in Wohlfeil and Whelan 2006), is a combination of both emotional and basic urges to direct behavior and cognitive process to direct the goals and drive to accomplish those goals. These goals differs also as the customer moves along the decision making process, as the needs and motivations changes will affect how the customer perceives any given information. (Mallalleu and Nakamoto 2008) In the case of Cadbury, the motivations of their customers who purchase their brand off the shelves in departmental stores will be different from those who purchase other brands of chocolate, depending on the segmentation, targeting and positioning of the brands, as they focus to fulfilling different groups of customer’s needs, wants and desire. Cadbury fulfills many market segments, ranging from milk chocolate, dark chocolate, chocolate flakes, chocolate powder, chocolate drinks and many more. By targeting many market segments, Cadbury aims to provide a sense of convenience, and variety within the same brand, lending the strength of their overall brand equity to all the brands under Cadbury. This benefits the customers as now they could purchase different products under the same brand, which they can be assured of the quality, packaging and taste, without having to take the risk of try other brands to purchase different chocolate products. Gale 1992; Smith and Park 1992, cited in Morgan and Rego 2009) Higher brand equity allows Cadbury to price their products at a slight premium, despite them competing within the low price segment of the chocolate industry. (Sivakumar and Raj 1997, cited in Morgan and Rego 2009) Cadbury also uses celebrity endorsements, such as Mr. Amitabh Bachchan in India, in order to regain brand equity after worms were discovered in Cadbury chocolates in India. (The Financial Express 2003) Although ultimately, it was later proven that the worms were caused by their retailers bad storage practices in India, their reputation was already tarnished. However with celebrity endorsement, the celebrity acting as a source lends credibility and attractiveness to the product, giving it familiarity in the process. (Sternthal and Craig 1973, cited in Biswas, Biswas and Das 2006) this motivates the customers by giving them the drive to purchase it when their favorite celebrity endorses the product, and through their cognitive process, any perceived notion of risk is significantly reduced. According to Rao and Monroe (1988), consumers are likely to process more information other than price if they are motivated, to determine the quality of a given product. This is important as Cadbury often creates contests and advertisements to build involvement in their products in order to motivate consumers to choose their brand. This involvement however only targets the people with specific personal relevance from which the product has on the person involved. (Coulter et al 2003, cited in Wohlfeil and Whelan 2006) Such event marketing allows marketers to provide interactivity, personal sharing of experience with others, and learning more about the brand in an informal and relax way, while in the meantime, circumventing the natural tendency for consumers to ignore corporate messages that appears elsewhere. Whelan and Wohlfeil 2005; Mc Alexander et al. 2002, cited in Wohlfeil and Whelan 2006) As such, from the motivation perspective, we are able to see how and why Cadbury segmented and targeted multiple segments of the market, used their brand equity to price at a slight premium, and used celebrity endorsement to rebuild brand equity in India, and used contests and advertisements to generate involvement in their brand in an informal and exciting way. Elaboration Likelihood Model (ELM) Customers can be motivated in many ways, but based on the elaboration likelihood model (ELM), two routes of persuasion are identified – central route and peripheral route (schiffman et al 2009). The concept of this model is to explain the motivation behind consumers purchases and they way to persuade them, as two major type of customers can be found – one with high assessment skills (high involvement) and low assessment skills (Low involvement). However, the success of a company does not come solely through the tampering of marketing elements; it also includes the fostering of a long term relationship between buyer and seller (Ford et al. ited in Zineldin & Philipson 2007). Thus, the next few sections, will describe how Cadbury successfully maneuver its marketing mix, while retaining their customers. But, how does Cadbury appeal to both types of customers mentioned above? Cadbury dairy milk is basically famous among children and teenager, as it is not only affordable, b ut delicious. Children and teenagers are considered to fall under the category of low assessment skills, as the motivation behind buying Cadbury for them is the craving for sweets (schiffman et al 2009).. These target group do not concerns on the information of the product , instead, it is the tangible aspect that is the motivation behind, which is to say, this particular group can be persuade through peripheral route. For instance, Celebrity endorsement, Event and advertisement promoted. In addition, variety of assortments in â€Å"Dairy Milk’ are introduced in the market to meet changing consumer trends and drive further growth of the UK’s favorite chocolate brand. For instance, Cadbury Milk Double Choc, Cadbury Milk Fruit and nut, Cadbury Caramel and 10 other types of Dairy Milk are introduced in UK alone in the time span of 100 years (Times Online 2010). The customers’ preferences for Cadbury ‘Dairy Milk’ are the taste, quality and convenience to get a hand of it. That is why the distribution of the chocolate bars and confectionery are important because of the fact that ‘Dairy Milk’ is becoming more of staple and impulse types of good. In France, the chocolate consumption is one of the highest in the world with average of 5. kg per head in 1995 and with the highly competitive market and wide spread price-cutting, retail prices and margins vary widely according to product and outlet company must be efficient in distributing their goods, as the cost of distribution makes up 40-60% of the product cost (Vrontis & Vignali 2001). The other type of persuasion route is central route, which is used to explain on how to persuade customers that have high assessment skill (high involvement), which fall under the target group of adults (Schiffman et al 2009).. As one grow, they are becoming more conscious of their health and have the perspective that everything that is sweet mean fat and calories. However, the way Cadbury dairy milk appeal to this group is by using the advertisement campaign of 1 ? glass of milk that give a message that one Cadbury bar is contains nutrition and proteins, which is healthy and not healthy deteriorating. In addition, the packaging, design and sizes are being emphasized by the company to accommodate consumers’ demands. For instance the packaging of Cadbury is being refined in terms of image and resolution to create brand identity and also increase in size variety for Cadbury in 140 g and 230g package. Kate Harding, the trade communication manager for Cadbury commented, â€Å"Stores come in all shapes & sizes and we have changed the sizes to suit the needs of our different retailers who can choose a range which will best suit their shopper. † (Talking Retail 2008) Conclusion Cadbury is a well known chocolate brand dealing with a wide array of chocolate products. This with their low pricing allows them to extensively penetrate many chocolate market segments. Through the use of Maslow’s hierarchy of needs, model of motivation, and elaboration likelihood model, we are able to see how they are applied to the company in terms of segmentation, targeting and positioning, allowing the company to gain considerable market share, regain lost brand equity through celebrity endorsement, and generate consumer involvement to create better trust and brand familiarity, through informal and exciting approach in teaching the corporate values to their consumers.

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Marketing - Essay Example The headquarters of the country is California United States, but HP operates its business around the world. HP was founded in 1939 by Bill Hewlett and David Packard. HP offers wide range of products such as laptops, printers, inks, toners, PCs, etc. HP launched its first inkjet and laser printers in the year 1984. However, these printers were specifically designed for the desktops. In the 90s, HP decided to enter the printer market with range of high quality and innovative printers. Now HP is among the top players in the printer industry. Companies are coming forward to invest their earning in planting more trees, reducing pollution and chemical wastes and gases. They are also bringing out several new eco-friendly and technologically improved products by using 100 % recyclable materials. In this study we would recommend a new product idea HP to introduce an eco-friendly technology in the printer which involves reprinting of the same paper by erasing its ink. This would not only give HP an edge over its competitors, but also make it a market leader from a major player. New Product HP can introduce a green or eco-friendly printer which would reduce the wastage and usage of paper. In this manner it would also assist in saving natural resources like trees and water. A new technology would be integrated in the green printer through which the printer can reprint on the same paper for many times. Not only the individual customers but also business houses, companies or firms are willing to pay higher prices for using eco-friendly products. This would also help in reducing the carbon footprints. It would be one of the most appropriate and innovative technology in the printer industry, so HP should patent the idea and the technology to protect the product manufacturing rights and the product idea. This technology can be also called the reverse printing technology. Though this product would be priced higher than the general printers because of its unique selling propositi on, but it would reduce the cost of papers for the customers. Target Market Target market involves a group of customers for whom the company designs, and develops a product or service. The marketing strategies and mix are designed and prepared by the marketers to satisfy the target customers. Targeting can be differentiated and undifferentiated. Differentiated targeting signifies focusing a particular type of customers and leaving out the rest, but in undifferentiated targeting, the marketer focuses on the mass, so customized product is not developed in this case. The printer market can be segmented into three divisions, first is the personal or individual users, second is the business houses, firms or companies using for their official purposes, and third is the printing businesses that use printers to print for other companies (Atkielsk, 2001, p. 1). Since reverse printing technology is niche and obviously HP would set the price of green printer higher than that of general printer s. So the individuals building for personal usage might not afford it. Moreover, the company cannot launch it at a low price because of its high cost of production, promotional and other costs. Therefore in the initial stage the target customer groups would be the firms, companies and the printing businesses that use it for commercial purposes. Another reason is that the printing companies, firms or organizations print millions of pages every day, so level

Collaborative mangnement of Pain and Agitation Essay

Collaborative mangnement of Pain and Agitation - Essay Example The first step in the management of pain and agitation is assessment. This includes patient characteristics, type and method of injury, clinical status of the patient, associated mortality and morbidity and assessment of the degree of pain and agitation. Pain assessment mainly validated scales, along with vital signs and subjective and objective assessment. Agitation must be defined and risk factors identified (Greenway, 2010). In postoperative patients, pain along with agitation that occurs when the patient is awaken from agitated states, is a major challenge. It is very important to rule out causes for agitation like hypercapnia, hypoxemia, gastric distension and retention of urine with distension of bladder. Treatment of such triggering factors for agitation usually helps resolve agitation. Also, in postoperative pain, factors like onset, site of surgery,severity, incidence and age also must be taken into account. Those with neurotic personality traits are likely to suffer more pa in than others. Preoperative pain counseling also has a major influence on postoperative pain. While mild pain can be managed with mild narcotics, severe pain may need higher doses of narcotic drugs. When narcotics are used for pain relief, they decrease respiratory rate and the tidal volume and also regularize the pattern of respiration. However, narcotic induced depression of respiration is a potential sequelae and hence dosing of narcotics must be done cautiously. Encouraging the patient to breathe deeply and cough is another strategy to decrease pain and agitation. Morphine is a good narcotic for postoperative analgesia and decrease of agitation. The dose is 1-3 mg, given every 15- 30 minutes. Continuous infusion of narcotics is better than intermittent bolus doses because it allows maintenance of constant blood levels of narcotics and the dosage requirement per day is also low. However, it requires careful monitoring of the patient and titration of doses. Patient controlled ana lgesia is a better option in this regard. Other modes of provision of analgesia include regional analgesia and epidural block. In intensive care patients, agitation affects atleast 71 percent of patients. Pain aggravates agitation. Other factors which contribute to increased agitation are anxiety, delirium and illness. In some cases, sedation also may lead to agitation (Siegel et al, 2003). Treatment of agitation is often neglected despite the fact that it is very important to treat agitation to improve clinical outcomes and fasten recovery. Management of pain and anxiety to some extent decreases agitaion. Anxiolysis is possible by giving drugs like benzodiazepines. However, since over sedation itself can lead to agitation, it is important carefully decide upon the dosing of sedatives (Siegel et al, 2003). Pain and agitation can occur even in chronic pain and primary care physicians find in challenging to manage such scenarios. According to a study by Dobscha et al (2009), collabora tive management of pain and agitation between psychologists and physicians delivers better clinical outcomes than the routine management by physicians alone. Improvement has been reported to be better in terms of severity of pain, disability related to pain and depression. According to the researchers, "although many of the improvements were modest, they may be especially meaningful because patients in our sample were older, had long-standing pain, multiple medical problems, and reported high baseline rates of

Business economics Assignment Example | Topics and Well Written Essays - 3000 words

Business economics - Assignment Example This essay is organized as follows. Section 2 discusses the theoretical views in this regard. Section 3 discusses the property market development mainly housing market development and macro economy in UK in the early 1990s. Section 4 discusses the property market development especially housing market development and the macro economy in UK since 2007 and section 5 concludes the report. 2. Theoretical Views An ideal property cycle according to Ball et al (1998) can be characterized as business upturn and development, business downturn and overbuilding, adjustment, slump and the next cycle. Many economic theories have been put forward to explain these five patterns like the business cycle approach (Barras, 1994; Key et al, 1994), based on accelerator principle. The two major factors affecting property development cycles are exogenous occupier demand for space and pro cyclical exogenous availability of finance according to this approach. However, this approach does not account for the c onstruction completion lags .Further there can be causalities from development cycles to economic activity also. Hence the building lag model developed by Baras(1983,1994) tries to produce an endogenous mechanism to explain development cycles. Here, the lag between demand and supply together with the accelerator principle explains the development cycles. The dynamic model based on historic data for UK property development by Barras and Ferguson (1987a, 1987 b) establishes an endogenous development cycle mechanism. This model identifies the level of user activity and the level of investment activity as the two major economic factors affecting property cycles. This model, however, explicitly includes an endogenous cycle mechanism, which is problematic .Further, the exogeneity assumption for variables like rent, capitalization rates, building costs etc are also questionable. Several explanations based on irrational behaviour of valuers, developers and lenders like slowness of these age nts to respond to clear market signals and failure to learn from experience are also given to property cycles (Baum and Crosby, 1995). However, these models implicitly assume irrational behaviour, which is its limitation. The model of property cycles and option pricing based on owners and developers (Grenadier, 1995) shows that the stickiness of vacancy rates increases with the rise in uncertainty and adjustment costs. Further, the probability of overbuilding rises with the rise in construction period, adjustment costs and uncertainty about future demand. However, this model is based on the assumptions regarding preferences in finance theory, which is unlikely to hold good in property markets. This reduces the predictability of the model (Ball etal.1998).Thus all the models discussed above have some shortcomings. Their predictability cannot be generalized and depends upon the context only. In addition to the above theoretical models, the property markets especially the housing marke ts are obtained to have reverse effects on the macro economy through their impact on the consumption expenditure of households, through the effects on

Poetry Discussion Essay Example for Free

Poetry Discussion Essay Tone (literary) is a technique used in composition which aims to address the attitudes implied by the author towards the subject and the audience. It is commonly used in poetry to express feeling and emotion (wikipedia.org). It sets the mood and gives life to a literary piece.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The five poems that were assigned to be read are all well written. The authors who wrote these poems are respected and highly acclaimed. Among the five poems that were assigned to be read for the task, William Blakes â€Å"On Anothers Sorrow† displays the most effective use of tone to convey meaning. Although the other authors were able to use tone effectively, William Blake seems to be the best. Lucille Clifton was also effective in her use of a playful and proud tone in â€Å"Homage to my hips,† but her approach was straightforward. The depth at which tone is utilized is not on the same level as William Blakes poem. William Blakes poem is quite related to that of Edelman (â€Å"Trouble†) and Pinskey (â€Å"Dying†) with respect to subject. The difference is that William Blakes use of words and imagery conveys the meaning the poem in a deeper and a more intimate fashion. On the other hand, Billy Collins used extensive imagery in describing how he sees different names in various objects.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The main subject of the poem â€Å"On Anothers Sorrow† is sympathy. He describes  Ã‚   sympathy through parent-child, person-person, and God-mankind relationships. William Blake begins with a sad and depressing tone: â€Å"Can I see anothers woe, and not be in sorrow too† (Poetseers.org)? His use of rhetorical questions in the first 6 stanzas is effective in engaging the audience with the subject being discussed. The approach strengthens the feeling of sadness, depression and sympathy. A reader will feel the emotion that the author feels when he was writing the poem. The author also used a number of words that are associated with sadness. These are: sorrow, woe, tear, grief, groan, fear and weep. One would notice that some of these words, especially â€Å"sorrow,† are repeated throughout the poem. The repetition of such words emphasizes the dominant tone used in the poem. His use of such words and imagery reveals the theme of the poem. He was able to relay the mood and meaning of the poem  Ã‚   better than the others with his use of tone. Towards the end of the poem, the authors tone shifted from an interrogative voice to an assertive one. In these stanzas, he speaks about Gods sympathetic nature.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Imagery refers to the elements in poem that ignites the five senses (poetryarchive.org). Figures of speech such as simile and metaphor are used to create powerful and effective images. In the poem â€Å"Kubla Khan,† Coleridge used vivid imagery that could be analyzed as metaphors. The poem could be interpreted in a lot of different ways. The poem could actually be interpreted as merely a description of what the author saw in his dream. Some stanzas could imply a deeper message, while some stanzas are only descriptions of the place. When the poem is analyzed as a whole, some parts simply pertain to the elements of the landscape. The first six lines for example, simply describe what Xanadu (where Kubla Khan resides) looks like. These are merely descriptive images. On the other hand, there are portions of the poem that slightly moves away from the main subject. In the last stanza for example, he suddenly talks about a damsel who plays a dulcimer. The author says that if he could only â€Å"revive her symphony and her song,† he will be able to build â€Å"a dome in the air.† This stanza could be a metaphor for a lost idea or an incomplete poem. The author implies that if only he could revive the vision or the idea, he would create a masterpiece and become great like Kubla Khan. Works Cited Blake, William. On Anothers Sorrow. 4 January 2008 http://www.poetseers.org/the_poetseers/blake/songs_of_innocence/on_anothers_sorrow Coleridge, Samuel. Kubla Khan. 4 January 2008 http://etext.virginia.edu/stc/Coleridge/poems/Kubla_Khan.html â€Å"Tone.† 18 December 2007. Wikipedia.org. 4 January 2008 http://en.wikipedia.org/wiki/Tone_%28literary%29 â€Å"Imagery.† 2005. The Poetry Archive. 4 January 2008 http://www.poetryarchive.org/poetryarchive/glossaryItem.do?id=8098

Strategic Planning in the Australian Coffee market

Strategic Planning in the Australian Coffee market Industry/Market definition The Australian Coffee Industry comprises all the firms that offer products for sale that are derived from coffee beans. There are pure coffee products, ie whole and ground coffee beans, and instant coffee products. Each kind of product has its own target market. A market is the set of all actual and potential buyers of a product (Kotler et al 1998, p885). The pure coffee market consists of all the actual and potential buyers of whole or ground coffee beans. The instant coffee market consists of all the actual and potential buyers of instant coffee. For the purposes of this assignment, I will focus on the instant coffee market in Australia. Part1 Macroenvironment The marketing environment within which a company operates is dynamic. Its consists of a microenvironment, and a macroenvironment. The microenvironment is the forces close to the company that affect its ability to serve its customers. The macroenvironment is the larger societal forces that affect the whole microenvironment, (Kotler et al 1998, pp885-886) The macroenvironment consists of six types of forces: demographic, economic, natural, technological, political and cultural forces. A companys marketing strategy must take into account changes and trends in these environments that can present opportunities or pose threats. A successful firm is one that regularly modifies it marketing mix and strategies to adapt to these changes (Czinkota et al 2000, p17). Below I will outline the six macroenvironmental forces, and how they may affect the instant coffee market in Australia. Demographic environment Demographics are the study of human populations in terms of size, density, location, age, sex, race, occupations and other statistics (Kotler et al 1998, p105). The demographic environment consists of all the aforementioned demographic variables, and their ability to affect the Australian instant coffee market. The importance of the demographic environment lies in the fact that all demand for a product derives ultimately from people (Cannon 1998, p41). Kotler et al (1998, p113) noted that demographic developments have transformed the Australian marketplace from a mass market into more fragmented micro-markets differentiated by age, sex, geography, lifestyle, ethic background, education and other factors. Recent demographic trends in Australia are a better-educated and more white-collar population, increasing ethnic diversity, and changing age structures. The implications of such changes are that organisations must now design products and marketing programs for the specific micro-markets they wish to target. While all demographic variables have the potential to affect the instant coffee market in Australia, the area of particular significance is the emergence of ethnic micro-markets. Ethnic communities now make up a significant and growing part of the Australian population, who have clear product and brand preferences (Bradmore et al 1997, p88). Thus, there is now demand for a wider variety of coffee styles to suit ethnic tastes, which requires the development of new products and marketing strategies. For example, since ninety-five percent of all coffee drunk by Italians is espresso, (Barton 2000), many companies have developed instant espresso products. Economic environment The economic environment consists of the factors that affect consumer buying power and spending patterns (Kotler et al 1998, p113). Factor include income and employment levels, inflation levels, savings and credit conditions, the value of the Australian dollar and so on. This aspect of the macroenvironment is important to the Australian instant coffee market, as it is to any market, because consumers must have the purchasing power to back up their desire for the products. However, since non-price factors, such as branding, are a significant basis for competition for coffee products (IBIS World 2000, p8), changes in retail coffee prices will not have a huge effect on the market share of any one manufacturer. Despite that, economic factors that do affect the Australian coffee market include the value of the Australian dollar. Virtually all coffee beans are imported, and their prices vary with changes in the relative exchange rates (IBIS World 2000, p15). A low value of the Australian dollar, as is the present case, drives up input prices for manufacturers, which may be passed onto consumers. Furthermore, the Association of Coffee Producing Countries, which accounts for three quarters of world coffee-bean production, has announced plans to restrict the output of beans, which would mean it could control prices (Crawford 2000, p1). The effect of this possible price control is not yet known, but it could drive smaller manufacturers out of the market if the price increases are too high. Also, another issue is the level of disposable income of Australians. With an increase in income, consumers are increasingly likely to purchase higher quality products rather than to simply purchase more. Thus there is a growing market for higher quality and priced instant coffee. As noted in the IBIS World Report for C2179 Food Manufacturing, higher income facilitated the successful introduction of specialtycoffee products. (IBIS World 2000, p7). The GST is not applicable to coffee products, but GST on pure coffee products served at commercial premises could increase the market potential for instant coffee. Natural environment The natural environment concerns the natural resources that are needed as inputs by marketers or that are affected by marketing activities (Kotler et al 1998, p116). Today, there is a growing awareness of the need to preserve our planet, and that includes the need to protect our natural environment from the potentially harmful affects of industrial activities. Since coffee producers make use of the natural environment, there is a potential for this aspect of the macroenvironment to be quite significant to the Australian coffee industry. Consumers, more than ever, are beginning to boycott products that have been manufactured in such a way as to damage the environment. This is putting pressure on manufactures to ensure all procedures are environmentally friendly, or risk losing market share. Such issues that involve coffee manufacturing are the use of pesticides and chemicals, pollution from manufacturing plants, excessive water use in the production stage, and the effect of farming the land in regard to future erosion and depletion of natural minerals. Also, the supply and price of coffee beans to the Australian Coffee market is at the mercy of the natural elements. The IBIS World (2000, p27) Industry Report stated that coffee bean prices are forecast to increase sharply(as)the result of poor seasonal conditions in Central America and low stocks. Technological environment The technological environment is the forces that affect new technologies, creating new product and market opportunities (Kotler et al 1998, p889). Since coffee was discovered in around 1000AD (Nescafà © 2000), the methods used to grow, harvest, process and manufacture coffee products has certainly evolved. The use of irrigation systems, fertilisers, machinery in the harvest process, and the introduction of automated, computer controlled equipment (in Australian processing plants) has raised efficiency and, in many cases, has also improved product quality (IBIS World 2000, p25). However, the most recent influential forces concern advances in manufacturing processes, and developments of new coffee machines for home use. New technologies had made it possible for Australian instant coffee manufacturers to produce a wider range of products, of higher quality. For example, Nescafà © have recently introduced a new instant Cafà © Latte range, and also new instant Espresso. Also, using freeze-dried technology, instant coffee has a significantly longer shelf life than any product in the pure coffee market, which is a significant advantage. However, over the past few decades, the development of inexpensive coffee perculators and plungers has increased the attractiveness of pure coffee products, often at the expense of the instant coffee market. For example, Melitta House of Coffee recently introduced a coffee maker that makes 10-15 cups of coffee as quickly as boiling a jug. Lastly, the advent Internet shopping is allowing consumers to make purchases on-line, and from foreign suppliers, thus posing a threat to the size and profitability of the Australian coffee market. Political environment The political environment consists of the laws, government agencies and pressure groups that influence and limit various organisations and individuals in the society (Kotler et al 1998, p887). Like in all markets, organisations that operate in the Australian instant coffee market are subject to laws that regulate virtually all aspects of their business, including such areas as food and health safety, pollution emissions, and advertising and labelling requirements. However, the political environment does not have large impact on the Australian coffee market. Cultural environment The cultural environment consists of the institutions and forces that affect societys basic values, perceptions and behaviours (Kotler et al 1998, p882). Changes in Australian culture, and the emergence of varied sub-cultures can have a large impact on the instant coffee market in Australia. As Hugh Mackay, chairman of Mackay Research Pty Ltd stated: Anyone who is serious about communicating with contemporary Australiansneeds to understand the most contemporary trends in attitudes and behaviour. (Bradmore et al 1997, p62) Recent trends in Australia that are having a particular affect on the instant coffee market are the redefinition of health and associated anxieties about diet, fitness and stress, and the recent emergence of a young Australian coffee culture. Australians are, more than ever, concerned about their health. There is a wealth of research linking caffeine to many ailments, and thus, this is increasing demand for the healthy alternative decaffeinated products. There is also the threat the consumers could boycott coffee products all together, and switch to another beverage, such as tea, which is well known for its positive health benefits. In addition, the market for all types of coffee is benefiting from an era of coffee in AustraliaA real coffee culture is growing. (Miller 2000, p3) People are not only drinking more coffee, but becoming coffee connoisseurs. Coffee is no longer just a product, but a means of self-expression. As a society we are placing the emphasis on quality, not quantity, and as such consumers are buying more exotic instant coffees (Bannister 2000, p17). There has also been an emergence of many different subcultures. A subculture is a group of people with shared value systems based on common life experiences or situations (Kotler et al 1998, p123). Today, there is wide range of subcultures, particularly those based on nationalities, which is leading to demand for a wider variety of products. Part2 The marketing mix: How it is used by two companies to target the australian instant coffee market. There are many organisations that operate within the instant coffee market in Australia. Each company positions themselves with a unique marketing mix that is aimed at specific segments of the market. Kotler et al (1998, p57) defines the marketing mix as the set of controllable marketing variables that the company blends to produce the response it wants in the target market. The variables of the marketing mix are the four Ps: Product: the goods-and-service combination the company offers to the target market (Kotler et al 1998, p57). Price: the amount of money customers have to pay to obtain the product (Kotler et al 1998, p58). Place (Distribution): involves company logistics and marketing activities concerned with the making and distributing the final product (Kotler et al 1998, p58). Promotion: the activities that communicate the merits of the product and persuade the target customers to buy it (Kotler et al 1998, p58). This includes advertising, publicity, sales promotions, personal selling, direct marketing and sponsorship. I will focus on the marketing mix of Nescafà © and of Robert Timms. Nescafà © Nescafe products are produced by Nestle. Necafe holds a vary large share of the instant coffee market in Australia. Marketing mix outline Product There is a range of Nescafà © products available (see Table 1 below). Price The prices of the Nescafà © products have been listed in Table1: Nescafà © products and price. Place (Distribution) The Nescafà © product range is available in all large supermarket chains (Safeway, Coles etc). Smaller, independent grocers or stockists generally have a smaller range that would include Nescafà © Blend 43. Promotion a variety of promotional techniques. This includes: Large scale advertising They advertise their products in a wide variety of print, broadcast and display media. Their most recent nation wide advertising campaigns were the Open up with Nescafà © series, and the Nescafà © in the morning series. Sales promotions Nescafà © regularly runs contests that coincide with new product launches or advertising campaigns. Recent promotions were * win $1000 every morning for a month * Win the Nescafà © Latte Lounge to promote the new latte range Nescafà © also use point of sale promotions, have cash-back offers, and have give-aways. Eg. a free Nescafà © mug was given away with every purchase of 500g of Blend 43. The mug was the same type as that used in the Nescafà © in the morning advertisement series. Sponsorship: Nescafà © sponsors the * Nescafà © Big Break competition which will give away $180,000 to young people (aged 16-21) with original and achievable ideas. * Nescafà © Short Film Awards which offers a total of A$50,000 in cash awards to short film makers. There is a student category in this competition. Nescafà © also has an Australian website (www.cafe43.com.au) where information on all products, competitions and events can be accessed. Marketing mix analysis Nescafà ©s marketing mix is aimed at a large and varied segment of the instant coffee market. They could be considered the Myer of the instant coffee industry. The most obvious segments of the market they target are: * Young adult cafà © culture segment: They target this segment with their new latte range, along with the advertising, sales promotion and the competition to win the lounge seen in the advertisements. * Upscale, quality driven, higher income consumers: Their Nescafà © Gold range, and exotic tastes such as Alta Rice are aimed towards such consumers, where the price and qaulity are higher than that of the general blends. * Middle-class consumer (no age target): Nescafà © targets such a large segment with their Blend 43, Mild Roast and Espresso products. The consumer gets an economical benefit, as well as a quality product. Furthermore, Nescafà © attempts to tap into the ethnic segment using their Espresso and exotic blends. In their advertisements for espresso, they use local Italian actor, Nick Giannopoulos. In general, since Nescafà © has the largest range of instant coffee products in Australia, and has such a powerful brand name, they have a consumer franchise they gain brand recognition and demand consumer loyalty. In particular, their most popular product, Nescafà © Blend 43, is seen as the peoples coffee. In their advertisements, they use actors of varied age, gender, occupations and ethnicity. Robert Timms: Robert Timms is Australias oldest coffee company. It is the leader in the coffee bean market (Bannister 2000, p17), and has only entered the instant coffee market over the last couple of years. Marketing mix outline Product Robert Timms offers coffee bags (which work in the same manner as a tea bag) in four styles: Cafà © Style Espresso Italian Style Espresso Mocha Kenya Style Royal Special The coffee bags are a mix of ground and instant coffee. They also have: * Presmoto: Gourmet Freeze Dried Coffee. * Molto: Gourmet Granulated Coffee Price Robert Timms coffee bags are sold in: * packs of 8 for $2.35, or * packs of 18 for $4.83 I was not able to find the price of Presmoto and Molto soluble coffee as I could not find an outlet that stocks it. Place Robert Timms coffee bags are available in all large supermarket chains, but sporadically in independent stores. I am not aware of where the gourmet soluble coffee can be purchased. It was not available in any large supermarket I have visited. Promotion Robert Timms has only begun extensive promotion since early 2000, after remaining relatively low in profile. They do not promote the coffee bags or gourmet instant coffee specifically, but rather they promote the brand name. Promotional tools used by Robert Timms are: Large scale advertising Robert Timms most recent nation wide advertising campaign was the Think it over with Robert Timms series, which is seen on broadcast, print and display media. Sponsorship Robert Timms is the official coffee supplier to the 2000 Olympic Games. Robert Timms also has a web site (www.reoberttimms.com). It mainly has information on the history of the company and it products. Marketing mix analysis Robert Timms positions itself in the instant coffee market as a provider of the very highest quality coffee products. The company prides itself on its heritage. As it states on its web-site: We are a dedicated group of Australians producing coffee, coffee related products and services that are comparable to the very best in the world. http://www.roberttimms.com/about/index.html Opens in a new window The company has targeted its instant coffee products to the high income, quality driven segment of the instant coffee market. The quality of their products is reflected in the prices, which are expensive, and the packaging, which uses the stylish combination of black and gold. Furthermore, through their role as official coffee supplier to the Olympics, they are also associating themselves with the pursuit of excellence and the Australian spirit. Their promotional campaign Think it Overwith Robert Timmsà ¢Ã¢â‚¬Å¾Ã‚ ¢ creates a relaxed, yet sophisticated feel about the company and their products. The premise behind the campaign is best summed up on their web-site: Take some time out of your busy day to enjoy our coffee and you too can Think it Overwith Robert Timmsà ¢Ã¢â‚¬Å¾Ã‚ ¢ Reflect on the day, make the right decision at work or just decide to relax. Its up to you. http://www.roberttimms.com/think_it_over/index.html Opens in a new window Thus, while their marketing mix is targeted at high-income consumers who want high quality, they made sure they did not exclude a large share of the market by appearing overly elitist. Nescafà © vs. Robert Timms The marketing mix of Nescafà © and the marketing mix of Robert Timms are quite different. These differences reflect the different positioning of the two companies, and the segments of the market they were aiming to capture. Whereas Nescafe has targeted a larger percentage of the market, with quality but affordable products, Robert Timms has targeted a narrower segment with gourmet, expensive products. Generally, Robert Timms and Nescafà © are no real direct threat to each other. While they do both compete in the high quality, gourmet end of the instant coffee market, Robert Timms is clearly the highest quality product, and consumers must pay for this. What Nescafà © is offering is a more affordable alternative. Conclusion The instant coffee market in Australia is subject to the demographic, economic, political, cultural, natural and technological forces of the wider macroenvironment that it operates within. Each of these forces has the potential to change the marketing environment, and create opportunities and pose threats to the market and those who operate within it. What companies must do is monitor these environments to adapt its marketing mix accordingly. In the Australian instant coffee market, different companies have quite different marketing mixes, as can be seen when comparing Nescafà © and Robert Timms. These differences do not mean that one is more effective than the other, but rather they reflect the different marketing strategies adopted by each company to capture the market segments they feel the company can best serve.

Global Market Segmentation And Mode Of Entry Strategies Marketing Essay

Global Market Segmentation And Mode Of Entry Strategies Marketing Essay A market can be subdivided or segmented by geographic, demographic, psychographic or behavioral variables (Kotler, 1993, p.54). Market segmentation is the division of a market into distinct groups of buyers who act differently than other groups of buyers but behave homogeneously within their segment (Tynan, 1987, p.327). In 1956, Wendell Smith first introduced the concept of market segmentation, arguing that in place of mass markets, goods would find their markets of maximum potential as a result of recognition of differences in the requirements of market segments (Smith, 1956, p.6). Since that time, market segmentation has become a core concept both in marketing theory and real-world applications (Meadows, 1998, p. 394). In one of his seminal articles entitled The Globalization of Markets, Theodore Levitt a former Harvard professor and one of the leading thinkers of modern day marketing principles, put forward the concept of a homogenized global market, driven in large part by low cost, standardized goods (Levitt, 1983, p. 92). Levitt argued that the multinational corporation focused heavily on localization and adaptation to local market conditions, would be replaced by the global corporation that views the entire world as a single market (Quelch, 2007, p.148). Dr. Levitt popularized the term globalization and asserted that consumers worldwide were becoming more and more alike because of changing technology and communications (Quelch, 2007, p.148). All markets have one great thing in common, he wrote -an overwhelming desire for dependable, world-standard modernity in all things, at aggressively low prices (Levitt, 1983, p. 86). However, export markets cannot be regarded solely as a single entity, nor do the products offered have a universal appeal in many instances (Foedermayr, 2008, p.241). Accordingly, an export market segmentation strategy allows firms to identify both differences and similarities in various export markets and reach export segments that cut across geographically defined markets (Foedermayr, 2008, p.233). Furthermore, by focusing on similarities among export markets, firms can benefit from homogeneity in product, image, marketing tools and advertising message in different export destinations (Foedermayr, 2009, p.61). Tailoring the marketing mix for particular segments leads to better planning and more effective use of marketing resources (Kotler, 1993, p.54). Of the major segmentation criteria, geographic variables while useful are considered by some to be ranked the lowest as a basis for market segmentation (Keegan, 2002, p. 193). Geographic segmentation is segmentation based on geographical attributes such as population density, region, language and weather. For instance, consumers may be segmented by region (Wyner, 2009, p. 6). When companies choose this approach, they might consider an entire continent. Many companies opt to localize their products or services to accommodate the local needs and wants of consumers (Foedermayr, 2008, p.246). Sometimes geographic segmentation may refer to the size of the population. In other instances, population density is a basis of geographical segmentation. In such scenarios, companies classify their consumers on the basis of their rural, urban or suburban preferences. Such an approach is common among a wide range of companies (Kotler, 1993, p.54). Determining which global markets are the largest based upon geographic segmentation depends on the variable you are focused on (Foedermayr, 2008, p.233). Brazil, Russia, India and China (BRIC) are four dominant markets based upon geographic population density segmentation variables (Kilby, 2006, p. 30). With an estimated two billion new consumers entering the global market and a population total in nearing three billion, these emerging markets afford global companies with tremendous long-term opportunities and clearly seem to be the major geographic segment of the global market. Segmentation based upon demographics is when the market is divided along personal characteristics such as age, sex, income, or occupation. These variables are easy to measure, and consumer wants, preferences, and usage rates are often highly associated with demographic variables (Selecting, 1996, p. 21). Finding groups of consumers with strong, homogeneous bonds is the Holy Grail of marketing. When such similarities exist, marketers can offer the same (or very similar) product, to a large number of potential customers who are more likely to respond in the way desired. Efficiency in marketing is realized and marketers and consumers benefit (Schewe, 2004, p. 57). A key demographic market segment appears to be teenagers. This demographic is most appealing for companies looking to adopt a geocentric strategy due to the increasingly homogeneous mature of this demographic (Budeva, 2007). By looking at groups of people based upon age related cohorts, we can easily see similarities among these groups. The Y generation cohert, born after 1977 is the youngest and most tech savvy (Schewe, 2004, p.59). The youngest cohort, it has grown up with the advent of the internet. This has become a defining event for them, and they will be the engine of growth over the next two decades (Schewe, 2004, p.61). Their core value structure seems to be quite different from that of Gen-X. They are more idealistic and social-cause oriented, without the cynical, Whats in it for me? mindset of many Gen-Xers. The internet links them in a way not seen before and provides marketers with a great opportunity to reach this targeted demographic through new media such as social networking modes (Meredith, 2002). In India, there exist more people under the age of 20, then the entire population of The United States (Schewe, 2004, p.66). With one of the youngest populations in the world, those companies looking to target the teenager demographic will certainly need to look at India. Risks and Rewards of Various Entry Mode Strategies Among the myriad of complicated decisions an international business needs to make, entry mode strategies are viewed by some as most important (Driscoll, 1997, p. 66). Apart from deciding on an appropriate market and product combination, an important strategic issue is the choice of a suitable entry mode that makes possible the entry of a companys products, technology, human skills, management or other resources into a foreign country (Root 1982, p.24). The selection of an entry mode has been identified as a crucial decision facing managers (Drakulich, 2009, p. 51). Entry mode decisions are those decisions made by a firm on how best to enter a foreign market (Rasheed, 2005, p. 47). There are several core options available to companies looking to expand into cross-border markets. Franchising, licensing, joint ventures, global strategic partnerships (GSPs), acquisitions, exporting and green field investments are some of the key strategic options available (Mayrhofer, 2004, p. 77). Entering a new market can have substantial risks. In general, political, legal and economic risk factors can and do play a central role in the decision making process of how best to enter a market (Mottner, 2000, p. 178). Historically, these risk factors have caused companies to adopt a cautious approach toward cross-border expansion. Additionally, many countries concerned about loss of national sovereignty put in place barriers designed to limit the level and scope of foreign investment (Kotabe, 1996, p.81). As a result, licensing has become a widely used option for many companies trying to expand into foreign markets (Kotabe, 1996, p.81). International licensing provides a door to global opportunities for a firm that is unwilling or unable to leave its own shores (Mottner, 2000, p. 176). It allows the firm to benefit from the overseas exploitation of its mobile assets while avoiding the greater risks inherent in foreign direct investment. Therefore, international licensing is an attractive option to be employed for a firm seeking to expand into emerging and transitional economies where there may be a higher perception of risk (Driscoll, 1997, p. 81). Among the many risk factors associated with licensing surrounds the potential violation of intellectual property (Drakulich, 2009, p. 51). Consequently, the discussion of international licensing has focused increasingly on issues of intellectual property rights (Takigawi, 2003, p. 893). Intellectual property rights are a major concern for licensors, as they deal not only with more traditional forms of trademarks and patented know-how, but also with the increased availability of copyrighted material, including emerging computer technology (Mottner, 2000, p. 180). Highly developed nations, which produce a large proportion of intellectual property, tend to have stricter laws surrounding its use and violation (Kotabe, 1996, p. 83). Whereas, lesser developed economies whose primary competitive advantage might be labor or resources, tends not to enforce intellectual property rights as effectively (Johnson, 2008, p. 9). According to Glazer (1993), firms are licensing assets that are in the form of information/ideas or knowledge, and that have some characteristics of a commodity. Today these assets may include research and development ideas, inventions, formulas, technological know-how, services, brands, art, music, designs, and trademarks (Glazer, 1993, p. 517). More recently, the role of licensing in international business has been considered part of a firms overall international strategy (Davis, 2000, p. 244). A firms decision to license is based on many different factors. Beyond the normal risks of business in general, and of international business in particular, there are particular risks associated with international licensing (Uhlenbruck, 2006, p. 412). It is evident from a review of the various streams of research in international licensing that the perceptions of seven risk factors have been identified in the literature: (1) suboptimal choice; (2) risk of opportunism; (3) quality risks; (4) production risks; (5) payment risks, (6) contract enforcement risks, and (7) marketing control risks (Mottner, 2000, p. 178). In the music industry for example, the risk of piracy has been a major obstacle to international licensing. In China, western companies have been disinclined to license western pop music to local manufacturers because of the prevalence of pirate CD plants in the southern provinces (Burpee, 1996). Licensing in Japan poses far fewer risks then in developing nations as the government of Japan appears to have focused increased attention toward protecting intellectual property. As Japan has seen its competitive advantage in production slip away to other regional countries in Asia, they have come to recognize the value and importance of innovation (Takigawi, 2003, p. 877). In fact, The World Intellectual Property Organizations Statistics on Patents 2008 puts Japan at the top of the list of all patent grants by country, ahead of the United States, South Korea and Germany(Licensing, 2009, p. 39). Based upon the research, Japan appears to be a good potential market to license a product to. The laws are such that any intellectual property will be protected and the industrial efficiencies of Japan make it an optimal initial market to begin internationalizing the firm. Distinctions Between Global Strategic Partnerships and Joint Ventures Global Strategic Partnerships (GSPs) are those alliances in which two or more companies develop a common, long-term strategy aimed at world leadership as low-cost suppliers, differentiated marketers, or both, in an international arena. Secondarily, the relationship among GSP members is reciprocal. The partners should typically possess specific strengths that they are prepared to share with their colleagues (Perlmutter, 1986, p. 139). A third attribute associated with GSPs is the focus is a global rather than regional one (Inkpen, 2004, p.591). The GSP should be focused on extending beyond a few developed countries to include nations of the newly industrializing, less developed and socialist world (Perlmutter, 1986, p. 137). The GSP model is typically more flexible about ownership and managerial control. It encourages joint decision making, vertical and horizontal planning, and the fusion of competent allies from around the world despite cultural differences (Inkpen, 2004, p. 587). Managers who want to implement GSPs must be ready to make fundamental philosophical changes. Without a new mind-set GSPs are bound to fail (Perlmutter, 1986, p. 133). Finally, the GSP relationship should be highly organized along horizontal, not vertical, lines. Technology exchanges, resource pooling, and other soft forms of combination are the rule. The participating companies retain their national and ideological identities while competing in those markets excluded from the partnership (Grossack, 1986). Increasingly, to be globally competitive, multinational corporations must be globally cooperative. This necessity is reflected in the acceleration of global strategic partnerships (GSPs) among companies large and small (El Kahal, 2001, p.227). GSPs have become an important new strategic option that touches every sector of the world economy, from manufacturing to services. GSPs are not the exclusive domain of large multinational corporations. Enormous companies will frequently combine with smaller ones to exploit their entrepreneurial capabilities and market niches (Perlmutter, 1986, p. 144). This was the case years ago, when IBM teamed up with Microsoft to exploit the latters growing expertise in software for desktop computers. The smaller companies like Microsoft, benefit by gaining access to global markets and the resource strength of their bigger partners (Schlicher, 2006, p. 14). On the other hand, another mode of entry option available to a firm would include Joint Venture Partnerships (JVPs). A JVP is formed when two or more companies combine a portion of their resources to create a separate jointly owned operation (Driscoll, 1997, p. 73). Unlike GSPs, JVPs tend to be more localized within a particular market or region (Inkpen, 1999, p. 38). Typically JVPs will have two primary partners as opposed to GSPs which can have multiple parties involved (Uhlenbruck, 2006, p. 413). The research suggests that companies that have a geocentric view and strategy would be more likely to form GSPs. There certainly are risks associated with both GSPs and JVPs, however, because the risk is shared among more members in a GSP platform, it would seem that this form of partnership tends to mitigate risks more so than JVPs.

Rise of the Roman Empire Essay -- essays research papers fc

Rise of the Roman Empire The legend about Rome’s origins puts the founding of the city at around 735 B.C. It is said that a Vestal Virgin gave birth to twin boys, Romulus and Remus, and claimed that they were the sons of the god Mars. The Vestal Virgin was the sister of a king. The king believed that she was lying and imprisoned her. He put her two boys in a basket and threw it into the Tiber River. A she-wolf found the twins and raised them. The twins, Romulus and Remus, came back and killed the king and founded the city of Rome. Afterwards Romulus and Remus fought and Remus was killed. Romulus was Rome’s first king and after he died, he became a god and vanished.   Ã‚  Ã‚  Ã‚  Ã‚  The Romans were tribal people who lived in central Italy and like other Latins; they tilled small plots of land pastured cows, pigs and goats and tended flocks of sheep. Moreover, they had a council of elders who chose the Chiefs of the tribes. Around 600 B.C the Etruscans a much more advanced people from the north conquered Rome. Consequently, from that time on, Rome was ruled by kings. The Romans learned many crafts from the Etruscans such as the use of bronze. They borrowed the Etruscan twelve-month calendar, the use of first and last names and developed their alphabet from an Etruscan adaptation of Greek. The Romans adapted many agricultural practices such as the growing of grapes and olives. From the Etruscans the Romans learned military strategy including the use of the unit called the legion which fought in phalanx positions. In 509 B.C however, the Roman nobles revolted against their king, Tarquin the Proud, and established a republic. By this time, Rome’s society was already divided into two groups, the common people called the Plebeians, and the nobles called the Patricians. The Patricians were the heads of the leading families of Rome. Instead of the king, they elected two consuls. The consuls ruled the state and led the armies, but they had power only for one year. The only people that were allowed to participate in government were Patricians. They ignored the wishes of the Plebeians. Consequently, in 490 the Plebeians revolted. They elected their own leaders called Tribunes and threatened to leave and found their own city if they were not given more rights. Since the Patricians needed Plebeians to serve in their army, they had to give in. This was the... ...normous indemnity that was imposed, ten thousand talents spread over fifty years, made the Carthaginians practically tributaries to their Roman conquerors. Hannibal would later be exiled and Carthage would never regain its former power. Hopelessly, the Carthaginians tried to stand up to Rome one last time in 151. The city was destroyed and its entire population sold as slaves. Throughout its early history Rome constantly came up new innovative ideas have the upper hand over its enemies. The Romans were a determined people that believed that ruling the world was their destiny and after the defeat of its’ greatest rival Carthage, they were now masters of the Mediterranean. Rome would never again be threatened until the empire’s fall hundreds of years later. The Romans would now begin to expand their empire past Italy, and with great success, come to rule the Western world. Works Cited http://www.geocities.com/Athens/Forum/1595/Romans.html Nardo, Don. The Rise of the Roman Empire. Gale Group: 1980 http://www.pbs.org/empires/romans/classroom/lesson5.html Polybuis, Obye. The Rise of the Roman Empire. Viking Penguin: 1980 http://www.hatethemainstream.com/article.php?sid=22

The Purpose of Education Essay -- Education Schooling

What is the purpose of education? What do we seek from it? How does it better our lives? What is the role of public schools? These are all important questions, but first I am going to give a brief summary of the text by Timothy McMannon entitled The Public Purpose of Education and Schooling. McMannon gives the reader plenty of reasons for why we need education and how it helps us and our society; he starts by explaining that in past cultures schooling was not done in a formal school but in â€Å"the community, the family, and the church† (McMannon 1). Some cultures even believed that education was something that took a lifetime. The essay then progresses into explaining how education has evolved through the centuries into what it is today and why it has become what it is. Everyone has his or her own take on what they believe education is and should be. Your parents could think of it as a day care facility until you get to high school and then they might think of it as a place to earn a degree and soon move out. Your grandparents might think of it as a place where you go to learn things that you aren’t going to need in life because they never did. Political leaders may think of it as an economical advantage over another country. The list goes on, but as a student, I believe that there are many purposes of education; it is more than one thing, but many things that combine into what education really is. One role of public schools is to promote the principles and standards of our society, which have been all but forgotten. Today we presume that school is a place where we go to learn history and mathematics, but it is much more than that. Schooling teaches us what our leaders are too busy to explain. By this, I mean that our teachers... ...u never acquired anything from becoming educated, why would you continue with it? In part, â€Å"education must be practical† (McMannon 8) and we need to recognize that. Works Cited Fulghum, Robert. All I Really Needed to Know I Learned in Kindergarten. New York: Ballantine Books, 1986. Hudson, William E. and Robert H. Trudeau. "Michigan Journal of Community Service Learning." An Essay on the Institionalization of Service-Learning: The Genesis of the Feinstein Institute for Public Service 2.1 (1995): 150-158. McMannon, Timothy. "The Changing Purposes of Education and Schooling." McMannon, Timothy and John Goodlad. The Public Purpose of Education and Schooling. San Francisco: Jossey-Bass, 1997. Nussbaum, Martha. "Cultivating Imaginations: Literature and the Arts." Not For Profit: Why Democracy Needs the Humanities. Princeton: Princeton University Press, 2010.

Description Paragraph of an Important Person in Your Life

My grandfather has a very special place in my life. He is the greatest person I know, and I really admire and respect him as a person. Grandfather was tall, thin with lots of white hair. He was in his ass's when I passed away. Although I spent little time with him, I have lots of memory of him. My grandfather lived in a small village called Bib, in Imo state, Nigeria. I was living with him at the age of four, because my parents were in Rome, Italy. I spent about six years with him before I Joined my parents.He was a great man and everyone knows him because he was a man of integrity, and he always stand on his words. My grandfather worked as an electrical engineer. All I can remember is that, he always wears green t-shirt, black trouser, and a thick glove to work. He told me that the glove was to prevent electrical shocks. My grandfather inspired me to be an engineer. He told me that I will make good money if I become an engineer. As little child, I told him that it was not going to b e possible, because I thought it was male Job. He made me to understand that there are many types of career in engineer.Another thing my grandfather inspired me to do was be a good person. He though me how to respect elders and talk to people In a good manner. Although life was hard, he gives me money to buy things that I need, from the little money he makes from his Job. He was paying my school feel and making sure that I did not lack anything. My staying In Nigerian turned from good moment to bad, when he was admitted to hospital. There was no decent hospital, but the doctor who visited him after two weeks of Illness, said he was going to die because his liver was damaged from poison.I cried out, called him several time but my beloved grandfather could not hear me again. After three days I spent In the hospital, no one came to visit or bring us something to eat. I looked around me, I saw him struggling to live. Everywhere smelled some wired scent . Affably when he opened his eyes; I noticed that It was yellow. My grandfather told me he Is going to die because there was no doctor that gave him medication, which Is why his liver was affected and there was nothing they could do again to save his life.I wept and said, had It been that I was a doctor; I would have save his life. He replied and said ; my daughter, Its not too late, when you Join your parents, you can study and become a doctor, so that you will save Innocent souls In Africa. † Still with tears, I said, I will do that to honor oh grandfather. Today, I am working toward It and I am hoping to accomplish my dream In becoming a doctor to honor the memory of my beloved grandfather.Description Paragraph of an Important Person in Your Life By phoneme person. He though me how to respect elders and talk to people in a good manner. Did not lack anything. My staying in Nigerian turned from good moment to bad, when him after two weeks of illness, said he was going to die because his liver was grandfather could not hear me again. After three days I spent in the hospital, no one to live. Everywhere smelled some wired scent finally when he opened his eyes; I deiced that it was yellow.My grandfather told me he is going to die because there was no doctor that gave him medication, which is why his liver was affected and there was nothing they could do again to save his life. I wept and said, had it been that I was a doctor; I would have save his life. He replied and said ; my daughter, its you will save innocent souls in Africa. † Still with tears, I said, I will do that to honor you grandfather. Today, I am working toward it and I am hoping to accomplish my dream in becoming a doctor to honor the memory of my beloved grandfather.

Impacts of the New Immigration Law in Arizona Essay

Maria de Los Angeles is a US immigrant of Hispanic origin and lives with her family in Arizona. When she had the news that the state’s governor had signed the controversial immigration act into law, just like other Hispanic women, she screamed at the top of her voice. Non immigrant colleagues who worked with her just stared not knowing what to do. Outside her little shop, an angry crowd of Hispanic immigrants were conversing in angry tones reacting to the news. They could not believe that in three months time, when the law becomes effective, their lives will change for the worse and thus they should be preparing for tough times ahead. A small boy who was listening to their conversations had difficulties in understanding the impact of the law to their lives. This essay seeks to find out the impact of the new immigration law in Arizona and whether it is racially motivated. It was on April, Friday 23 when the governor of Arizona, Gov. Jan Brewer passed an immigration law called Support our Law enforcement and safe neighborhood act (Sharp, 2010) which is considered one of the toughest laws in anti immigration crusade. This law has sparked debates on the issue of illegal immigration and criticisms from every corner including from the president himself. President Obama has termed it as a sign of irresponsibility on the side of the state’s governance and this may apply to all states and thus he calls for reforms to be done on the federal immigration laws as soon as possible in order to avert these kinds of law by states. The signing of the law has also angered the President of Mexico and so many protesters have come out to criticize it. Many have said that the law reminds them of those days when racism was very active in America and thus the law is inviting racism back to their lives (Goodwin, 2010). What is in this law? The law requires every immigrant to have immigration papers and the police are given that power to ask for them every time they are suspicious of someone as an illegal immigrant. This means that, if they suspect anyone, then they have the power to detain him or her. Any immigrant, who will not be having the immigration papers, will be committing a crime and citizens can actually sue an agency which does not enforce the law. In other words, the police can question anybody irrespective of whether they are committing a crime or not. Even those who are going on with their legal businesses will be at the mercies of the police so long us they come under suspicion. The law punishes those who are found to be in the country illegally by sentencing them to jail for six months and 2,500 dollars as a fine. These punitive measures are going against the federal punishment of deportation (Goodwin, 2010). What are the impacts of the law? 30% of the Arizona population is Hispanic and illegal immigrants of Hispanic origin make up 80%of all immigrants and thus this law is seen as targeting them. The law has been criticized because it encourages the police to arrest people based on their looks, leaving out the evidence that they may actually be committing a crime. The governor tried to justify her actions by saying that she tried everything she could on language to avoid enforcement of this law to be based solely on the race, national origin and color of people but critics have revoked the law by saying that it does not lay out the circumstances under which somebody will be detained apart from the mentioned three that is, color, race and national origin (Goodwin, 2010). Most Americans have also raised their voices against it saying that the law itself is un-American. A senate candidate in Florida, Marco Rubio has said that Americans are not comfortable with the requirement of a group of people carrying documents every where they go. Tom Tancredo, a congress man ,even though he is known to be against illegal immigration, has this time come out to say that the law has gone too far. He said he does not wish for people to be pulled over due to their looks (Goodwin, 2010). The governor has come out to try to settle the issue by ordering the law enforcers to receive special training on how to implement the law by signing an executive order. In her efforts to fight crimes related to illegal immigration, she would also see into it that the law is not misused to infringe on rights of others. President Obama was against it even before it was signed saying that it will bring distrust between the people and the police (Goodwin, 2010). The opponents of the law have sworn to punish Arizona by targeting the state’s coffers. San Francisco city has called its residents to bring to an end their business dealings with Arizona and a boycott has also been called of any convention that will take place in Arizona. Some tourists to Arizona cancelled their reservations in protest to the law, swearing that they would not go back there because of the law. It is too early to predict what would happen to the tourism sector in Arizona and economy at large (Archibold, 2010). The law sparked fresh debates on federal immigration law reforms and this made President Obama to call for immediate complete reforms on the law. The Mexican foreign minister was not left behind in speaking his mind. He said that he is worried about the strained relationship between Mexico and Arizona and also about the Hispanic people and their rights. A Cardinal in Los Angeles termed the requirements of the law as Nazism (Archibold, 2010). The bill has been termed as a rebuke to the former governor of Arizona Janet Napolitano who had supported the bill there prior to her appointment in the Obama’s administration. Since it seems this law could lead to nation wide immigration debate, then the Hispanic voters could be politically motivated to benefit the democrats, energizing the conservative voters also (Archibold, 2010). The Union of American Civil Liberties has criticized the law as it is out to target the Latinos but the proponents say that the law is a good step towards settling the lawlessness at the US –Mexican border where the federal law enforcers have failed to do so. Napolitano argues that the law will facilitate siphoning of state’s wealth which is meant to fight the real crimes of the immigrants thus loosing focus (Warren, 2010). The main thing that is being observed is that the law seeks to overshadow the federal law which is the land’s supreme law (Warren, 2010). It seems that the debate will go through talk shows, lines of protests to the floor of the court to know whether states have power to implement laws that for a long time have been the responsibility of the federal government. Activists have vowed to challenge the law and prevent it from taking effect because it has gone overboard by attacking the authority of the federal government of regulating immigration and empowering the police, giving them too much power. When the law takes effect in July it that means anyone who is found in America illegally would be committing a crime. If one looks like a foreigner or sounds like it, then he will be subjected to lots of questioning by the police to confirm their citizenship (CBS interactive Inc, 2010). Some legal migrants will also find themselves in these kinds of treatments despite their citizenship. Some police departments say that the law would make it difficult to solve crimes because the moment you stop people and question them, this would not go down well with the immigrants and some of them will refuse to cooperate in solving crimes (CBS Interactive Inc, 2010). The republicans and the Democrats have found themselves in hot soup after the law was past. This is a very delicate issue which they did not want to deal with before the midterm elections of the congress because it involves a lot of emotions. The politicians are not the only ones who were affected but even students. In the University of Arizona, students started to withdraw in protest to the law and this prompted its president to write a letter to the school since it had lost so many students. The parents of these students had decided to send them to schools in other states and those who wanted admission to the school withdrew their applications (Binckes, 2010). Republicans have a reason to worry because it seems the Latinos will be in favor of democrats (Sharp, 2010). Since Arizona harbors 460,000 illegal immigrants, the law thus criminalizes their presence in the state. Another effect of the law is that day laborers will have a tough time because citizens are forbidden from employing them and anyone who is found to be ferrying illegal immigrants even if it is a member of the family, they will face the law (Goldman, 2010). Some proponents of this law have said that it is a big step in that it encourages other states and local governments to assert themselves when it comes to immigration issues. States have gotten tired of waiting for the federal government to enforce laws on immigration hence, just like other states which have enacted laws to protect their citizens, Arizona had to do it. In other words, the passing of this law is like telling the Americans to stop waiting for the feds to come to their aid when issues get out of hand. The feds were being told that the states and the local governments were not pleased by what they had to offer (Mcneill, 2010). Is the law racially motivated? Texas law maker, Debbie Riddle has disqualified those who call this law a racially motivated one and that they are up to no good for they are out to divert the attention of the citizens for personal selfish gains (Friedman, 2010). Hillary Clinton, the secretary of state thinks otherwise. She says that the law encourages racial profiling and that the state has overstepped its mandate by trying to impose its laws on people. She says that, racism comes in when the police will be questioning people based on their accents (Political News, 2010). Immigrants’ rights project’s director Mr. Lucas Guttentag says that the law will lead to an increased racial discrimination and profiling of anyone who looks like an immigrant. A former attorney general of Arizona Mr. Grant Woods, said that this law would make people be subjected to profiling because of their color but Mr. Kobach, a law professor disagrees with these two by saying that there is no such provision in the law because the police have been told clearly in the law that they should not base their suspicions solely on race. However, the use of the word solely here has been regarded by some lawyers as giving authority to discriminate or do profiling based on race with the condition that the government is not 100% motivated racially (Schwartz & Archibold, 2010). Sean Hannity and his fox news colleague Sarah Palin have revoked the claim that the law would lead to racism even though the law allows the police to consider race in their profiling. For Hannity, he says that the law does not encourage profiling but it actually forbids it. Palin on her part says that there is no opportunity in the law for racial profiling and that lame media should be ashamed for terming the law what it is not; this also applies to the Obama administration since they hold the same views. She is also supported by Mr. Kobach on this view. The law forces the police to make contacts with the federal government to check the status of the immigrants whether they are in the country legally or illegally and this actually reduces racial profiling (Media Matters for America, 2010). The law states that when a person is arrested, his status is checked before he is released. The problem that brings these views’ diversities in the law is that there is no agreement on what is meant by racial profiling. Some say it is when one relies on race and others say when one solely relies on race. The former is the broad meaning and the latter is the narrow meaning. The narrow meaning is not accepted by the Union of American civil liberty because it does not include other racial profiling which is still going on in the country (Media Matters for America, 2010). Some argue that, if the law is allowed to be effective, American would be making a very huge mistake that they will regret for a very long time. The draconian law as it is called by some people is a racial profiling sponsored by the government. The Arizona governor is said to contradict herself especially when it comes to the topic on profiling and some have asked the question whether racial profiling should be ruled out when race combined with other factor, are considered to determine suspicion. So, does it mean that racial profiling refers to only those situations when race is the only factor considered in determining a reasonable suspicion? (Bonner, 2010) In conclusion, from the impacts of the law it can be observed that the law will not only affect the illegal immigrants from Mexico but also anyone who is an alien in America including Africans who find themselves in Arizona. The debate is still on, on whether the law is actually racially motivated or not. The Arizona’s governor has made futile attempts to persuade the Americans that the law is actually constitutional but so many people have vowed to challenge the law in court or try to block its implementation. The courts are the ones which will determine whether the law is racially motivated or not. The question that most Americans are still asking themselves is how does an illegal immigrant look like?