Somewhere in the Between by Streetlight Manifesto free essay sample

Streetlight Manifesto (music review) There are a lot of different reasons somebody might like a certain kind of music. Maybe it’s the catchy tunes, the cool singer, or the crazy guitarist. Streetlight Manifesto is a very unique genre of music called Ska. Ska is different because it uses brass instruments, and in Streetlight Manifesto’s case, a few saxophones. Ska is sort of a mix between reggae and jazz but really fast and upbeat. Despite having a large brass section (plus several saxophones), Streetlight Manifesto possesses the traditional guitar, bass guitar, and drums. All of the seven band members sing back up on the choruses. A classic ska song would be â€Å"Walking Away† complete with solos from trombone, trumpet and bass guitar. But the lead singer/guitarist Thomas Kolnoky is probably the most important member. Thomas Kolnoky writes all the songs, usually incorporating his own past. An example is when he was in a band called Catch-22, who he wrote songs for. We will write a custom essay sample on Somewhere in the Between by Streetlight Manifesto or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page After he left that band, they kept playing his songs, and in the song â€Å"A moment of Silence† by Streetlight Manifesto he sings the phrase â€Å"if you hate me so much then stop singing my songs!† which everybody assumes to be directed at Catch-22. After a few years the two bands resolved their problems, and that line has been eliminated from the song when they play it live. Despite the upbeat tunes, a lot of the lyrics are kind of depressing. In the song â€Å"Here’s to Life†, they sing about Ernest Hemmingway’s suicide. Other examples of more serious songs are â€Å"As the Footsteps Die Out Forever†, â€Å"The Big Sleep† and â€Å"Point/Counterpoint† Streetlight Manifesto is one of my favorite bands because of the uniqueness of the music they play, even compared to other ska bands. Streetlight Manifesto uses dissonant chords once in a while, which adds more meaning to some of their songs by making it seem like more of a clash. Also, their music uses the off-beats more than the down-beats. They combine all these different characteristics with trombones, trumpets, and saxophones; which is a uniqueness all its own. The reason I love Streetlight Manifesto is because of how different it is from almost any other kind of music. That should be enough for anybody to at least check them out.

ExpatriConcerns of a Global Company and Human Resources

ExpatriConcerns of a Global Company and Human Resources Free Online Research Papers In this high competitive environment, a multinational company must have global perspective and international knowledge in order to keep competitive advantage.(Babara et al., 1995).So expatriate performance management is very important for the success of multinational enterprises( MNEs). But the management of international companies look like more critical than domestic companies (Tung, 1984). Most people have less understanding of expatriate employees management than other employees.(Dowling et al.,1999,Tung, 1998). In this situation, more research about how to improve the performance management of international employees is necessary for all MNEs. Hence, in this study, we focus on performance management and performance appraisal of international employees. When people trying to make a decision about expatriate performance, several factors are very important for their consideration. These facts including compensation package, nature of expatriate job, host environment and culture adjustment.(Peter J. Denice W.,2004) Compensation When expatriate employees trying to accept the posting, they will think predictable financial benefits, the career progression potential related with the assignment (Peter Denice 2004). Therefore the compensation package is one of the most important factors that affect expatriates’ decision (Barnch, 2004). As discussed before, successful expatriates can lead the competitive advantage for the global organization in today’s exceeding competitive market. So compensation of expatriates is one of important component in the efficacity of MNEs (Lowe et al., 2000) In this research, we analyse this part from two orientations: â€Å"how† and â€Å"why† of expatriate compensation (Robert et al.) â€Å"To keep employees whole† is the goal of expatriate compensation (Omig,1999, p40). In order to maintain expatriates’ feeling â€Å"wholeness†, organizations need to consider following factors (Robert et al.) Host country market cost of living Scholars suggest that cost of living in the host country is the greatest impact on expatriate compensation (Frazee, 1998b, Overman, 2000). Also housing, children’s education, and healthcare costs are the details need to be discussed when people considering the cost of living in the host country (Robert et al). For example, an expatriate family leaves their own country American and move to Japan. Maybe their home used to be a big house located in a quite suburb. But now their rooms are small apartment stated in central area in Tokyo. It will be a big changing for them and it is very hard for these family members to start their new life. (Omig,1999). Also expatriate employee can not do his(her) assignment very well. In order to make sure expatriates’ working quality, compensation package should include the detail about housing change, introduce the new environment, list advantage and disadvantage of these changing. Then expatriates know what will happen in the future and also they can do lots of prepare to adopt the new home. Then about healthcare, healthcare is also one of important factors of compensation package according the research by Frazee (1998a).Lots of international company have different insurer between home country and expatriate. For instance, the expatriate worked in Hong Kong, while the insurer is Australian .In this situation, normally the claims document is finished in Chinese. But it is so inconvenient for the Australian headquarters reading this work. It should be translated and will take a long time (Franzee, 1998a). So these days, some enterprises contracting with insurance company which have special plan for expatriates. These plans including special progress to deal with expatriates’ claim more quickly than normal insurance company (Robert et al.) In addition, researcher indicates there are two main approaches to developing international compensation: the Going Rate Approach and the Balance Sheet Approach.(Peter Denice, 2004) Firstly, the Going Rate Approach is simple and easy to understand .But it can be easily variation between same nationality expatriates in different locations. For example, Towers Perrin make a survey about the compensation for CEOs: â€Å" USA: US$ 1932580 Argentina: US$ 879068 Canada: US$ 787060 China(Hong Kong SAR): US$736599 UK : US$668526 Singapore: US$645740 Italy: US$ 600319 Australian: US$546914 Secondly, there are more than 85 percent of organizations use the Balance Sheet Approach from the research (Overman, 2000; Wentland , 2003). â€Å"The Balance Sheet Approach provide equity between expatriates of the same nationality† and it is easy to communicate (Peter Denice 2004). Furthermore, the balance sheet approach help to â€Å"provide equivalent purchasing power abroad†(Overman, 2000, p88) Nature of the expatriate job The nature of the expatriate job is very important for the whole expatriate management system (Tahvanainen,2000). Expatriate employees want to achieve different tasks based on the different nature of their job(His-An Shih et al.,2003). This also means â€Å"expatriate performance appraisal should according to the nature of the expatriate mission† (His-An Shih et al.,2003). The difficult part for the expatriate manager is that the nature of their job is defined by their home country, but performed in host country (Peter Denice 2004). Especially when the expatriate need to complete important tasks and stay at host country for long time, the host country manager will be involved more in the expatriate objects’ decision (Tahvanainen, 2000). Scholars do some research about expatriates of four information technology industry who worked in Taiwan. They found different nature of the expatriate’s mission related to different goal-setting arrangement. Hitachi(Japan), Philips(Dutch), Samsung(Korea) use the same way: the host country manager approbate the goals set by expatriates (His-An Shih et al.,2003). â€Å" I need to set my own work goals every six months and discuss them with my direct supervisor here (Philip).† â€Å" We have to set our own performance goals and get our(host) manager’s approved?(Samsung)†. But Applied Materials Taiwan’s expatriates set their performance after they satisfied their clients. â€Å" We are also evaluated by our clients for instance, part of my performance goals is decided jointly by my boss and my client firm’s executives(AMT)† (His-An Shih et al.,2003). These findings provides hypothetic support to EPM model which suggested by Tchvanciner(1998). And this model can help MNEs improve their global management to get competitive advantage. Culture adjustment From past experience, hard to accept the new environment and difficult to operate effectively are main problems for most expatriates (Brewster and Harries, 1999). Pre-departure training, like language and sensitive training is very important for improving expatriates’ culture awareness and cross-culture suitability (Dowling et al., 1999). However, lots multinationals’ cross-culture training is not enough. Some are insufficient, some are incomplete ( Brewster,1995; Waxin et al.,1997, Selmer, 2000). Why these things happen? Because it’s very hard to evaluate the effectiveness of such training (Marie-France Waxin et al) Teaching expatriate employees from one culture to coordinate with people of another culture is the goal of cross-culture training (Brislin and Peterson, 1986; Mendenhall and Oddou, 1991) For example, these days more and more multinational companies enter Chinese market. There is one crucial reason decide success or failure of multinational enterprise. This reason is culture difference (zhuang, 2003) Scholars suggest expatiates managers should pay attention to two aspects, â€Å"how to handle culture difference, how to effectively communicate with staff members.†(Yuan qiang, zhou et al.,) Also there are some research about one American company and one European company conduct in China. The American company believes training is a good way to make expatriate employees recognize the host country culture and communication is useful to reduce the gap of difference. The European company considers culture fusing by training and providing opportunities, like business travels and making people appreciate different cultures. Communication is the most useful way to deal with the misunderstanding problems between expatriate managers and local staffs (Yuan qiang, zhou et al.,). Both of these companies have common sense on the culture identification. They all believe culture identification should be realized through training and daily influence ((Yuan qiang, zhou et al.,). Also some global company offer extensive pre-departure training, such as culture awareness programs: â€Å" I attend Chinese classes three months before my assignment here (Samsung manager) In conclusion, researches show cross-culture training already has positive effect on culture adjustment. Performance appraisal of international employees After we discussed the variables influence performance , now we will focus on research about expatriate managers’ performance appraisal (Peter Denice, 2004). It include performance criteria, issues surrounding the use of multiple raters, methods and use of performance appraisal (Peter W.et al.) Performance criteria Criteria should be balanced between â€Å" achievement in relation to objectives, behaviour on the job as it relates to performance and day to day effectiveness† (Armstrong, 1994,p93). â€Å"Achievements in relation to objectives† represents by â€Å"hard† criteria. How such criteria be determined? Scholars suggest returned expatriates should be involved in developing the appropriate criteria (Peter W. et al.). Furthermore, this action should occur every five years. Otherwise the performance evaluation criteria will not make sure to remain current with the overseas environment (Peter W. et al.). Day to day effectiveness is more difficult to measure the expatriate manager (Black et al.,1999). So people call it â€Å"soft† criteria. Normally, â€Å" soft† criteria tend to be like leadership style or interpersonal skills (Peter Denice, 2004). For example, an American company expatriates work in India. They should choose odd or erratic demands for delivery in order to follow India’s culture. But no one notice this, in this situation, the US suppliers can’t operate the right way. So there should be an interview ask returned expatriate about the technical nature of their work which related to the company’s interrelation. Also the home country human resource manager can ask the expatriate these questions every three or six months (Gary Mark, 2000) Appraisal rater Normally, the immediate supervisor will evaluate the employee’s performance (Marply and Cleveland, 1995). But Jackson and Schuler suggest expatriates’ performance can be evaluated by multi about several international IT companies with subsidiaries in Taiwan shows all these companies use multiple raters. They combined self-rating and immediate supervisor’s rating. â€Å" I need to conduct a self-appraisal on how well I meet my goals since the previous evaluation period ( Winbond). â€Å"?My self-evaluation will be reviewed by my immediate supervisor here and sent to the divisional general manager in the home office, who write my final performance appraisal report (Samsung). But Philip’s organizational structure is the performance rater. Under our company’s organization structure, we enjoy certain autonomy here (Philip).And ATM regard as clients as rater. â€Å"Doing so is necessary, I spend over half of my working time in my clients’ factory during my expatriate assignment(AMT). (His-An Shih et al.,2003) In conclusion, every company arrange their performance rater based on practical reasons, whole structure and parent company’s culture. Performance forms The standardized or customized performance form can make comparisons between expatriates around the world more easy. Gregerson et al(1996) do some research about empirical evidence. They make a conclusion that more than three-quters of survey sample used a standardized performance form. Also the research about five famous global industries , they all use the same appraisal form. â€Å" Before my assignment here( in Taiwan), I had another expatriate experience in Singapore. They use the same performance appraisal form to evaluate my performance(AMT).† â€Å" In our company , the performance appraisal procedure for expatriates is largely the same as that used in our headquarters (Samaung). In summary, both Western and Asian companies may use standardized appraisal forms used by headquarters. But the disadvantage is these forms without adjustment to cooperate host country. (His-An Shih et al.,2003) ation Repatriation Research Papers on ExpatriConcerns of a Global Company and Human ResourcesAnalysis of Ebay Expanding into AsiaThe Project Managment Office SystemMarketing of Lifeboy Soap A Unilever ProductMoral and Ethical Issues in Hiring New EmployeesDefinition of Export QuotasTwilight of the UAWNever Been Kicked Out of a Place This NicePETSTEL analysis of IndiaBionic Assembly System: A New Concept of SelfThe Effects of Illegal Immigration

RESEARCH INVESTIGATION AND PROPOSAL Essay Example | Topics and Well Written Essays - 1250 words

RESEARCH INVESTIGATION AND PROPOSAL - Essay Example During and after the recent financial crisis and recessionary periods in countries where tourism constituted a major proportion of the overall economy, the hotel industry has been severely affected due to loss of market confidence and volatility in exchange rates. The outcome of this phenomenon has been low customer turnover and consumer spending, and profits for hotels, which has in turn led to overhead costs reduction by hotels. Employees consider such uncertain situations threatening to their careers and also this has negative impact on their training and development which has lead to lower employees’ motivation. Despite of the uncertainties in the employment market, employees in the hospitality industry are found to display lower level of loyalty to their employers. This could have severe impact on hotels performance and therefore, this problem is therefore at the crux of investigation in the proposed research, which needs to be investigated particularly in the context of luxury hotels that operate at high pricing and operating costs and place greater dependency on their employees for delivering high quality of services to their customers. This study can be achieved by investigation employee motivation in different luxury hotels and comparing them for its effects on customer satisfaction. The primary objective of the proposed research is to investigate levels of employee motivation in selected luxury hotels and its impact on customer satisfaction. The secondary objective is to explore the extent of both financial and non-financial factors contributing to employee motivation. Motivation has been defined by many in various possible ways. One definition states, â€Å"it is the process that arouses, energizes, directs, and sustains behavior and performance† (Stajkovic & Luthans, 1998). Another way of explaining motivation is put forth by Zaphiris & Ang (2009) as it is an inner willingness or desire of individuals,

History- Low Risk #8 The Crown Essay Example | Topics and Well Written Essays - 250 words

History- Low Risk #8 The Crown - Essay Example been made by the Indian company may be maintained at her authority’s pleasure, an indication that the Indians are subjects to the will of the colonial power. The Queen also views revolting Indians as enemies though she provides for qualified amnesty to those who wish to honor her authority. Her statement of protection of rights of the Indians and provisions for equal treatment for job opportunities however presents an appeal to the Indians that their welfare is of interest. The Queen therefore views the Indians as subjects who are slaves to her authority (Wason, p. 2, 3). The King Emperor however addresses the Indian people in a democratic tone. His speech identifies political freedom that the Indians are entitled to and which his authority wishes to grant. The king’s identification of successful initiatives by his authority towards peace, stability, and good governance that respect the will of the colonized territories means that the monarch values the Indians, not just as the colonized but also as a people who are entitled to good governance (Wason, p.

Internship Essay Example | Topics and Well Written Essays - 750 words - 1

Internship - Essay Example It is almost like taking a test drive for a car before you decide to buy it. It is much like going to college. You invest a lot of money into getting a degree and then you get out of college and may be aware of some of the opportunities there are out there that you could use it for but you really do not have any direction. If you go one direction, you might end up resenting the fact that you got that particular degree in the first place. You may have wished that you had gone a different pathway but now you have spent thousands of dollars on a degree and the truth is, you cannot stand the occupation you have. That is why these internships are important. We get to see different elements of jobs and get to try them on for size to see if it is something we would like to do or could see ourselves doing in the future. For me, it was very important. I knew I wanted to go into business. I knew I wanted to help people. If I just knew I wanted to help people, I could have been a nurse or a teacher. But no, if I wanted to go into business, I could be an entrepreneur or push papers in a high rise office. For me, I had to know what my true interests were. I think that it is important that all students have that hands-on experience. Not only do students learn a little bit more about the potential job, but they get to learn a little bit more about themselves. I am a student from Saudia Arabia and not knowing what my opportunities were when I arrived from America was a challenge. Where I come from, there are less opportunities. Or perhaps I shall say, there are different opportunities. People come to America for those opportunities and I am now a senior majoring in international business. For me, this is something that I can use all over the world and I got to learn in real life a little bit more about a business that was a hospitable one. When it comes to my own personal internship, I worked as an intern at a spa. I

Direct to consumer advertising

Direct to consumer advertising DTCA of prescription drugs has increased enormously over the past decade in the United States and New Zealand, the 2 countries where it is legal. In 2005, more than $4.2 billion (US) was spent on DTCA in the United States, and Americans spent an average of 16 hours watching televised drug advertisements-far more time than they spent with family doctors. Mintzes (2009) Whereas advertising for non-prescription pharmaceuticals has been directed to consumers for decades, direct-to-consumer (DTC) advertising for prescription drugs is a relatively recent phenomenon. Regulation of pharmaceutical advertising varies significantly around the globe. Diehl et al (2008) Currently, direct-to-consumer advertising is only allowed in the US and New Zealand, but is banned throughout Europe and the rest of the world. Diehl et al (2008) Despite the ban, a number of pharmaceutical companies have already begun to conduct consumer-targeted campaigns in the EU, which comply with current restrictions (Hone Benson 2004). Like KSA Diehl et al (2008) In the next part, I will start with academic review of marketing communication tools and advertising in general. 2.2 Marketing Communications tools Marketing Communication Marketing communications as defined by Kotler (2007) are the means by which firms attempt to inform, persuade, and remind consumers directly or indirectly about the products and brands that they sell. They are considered the voice of the brand and by which the companies can build a relationship with customers. Marketing communications mix consists of six major modes of communication, and according to Kotler (2007) it can be classified to mass or personal communications. Mass communications are advertising, public relation and publicity, events, and sales promotion. While, personal communications are personal selling and direct marketing. In this paper, I will focus on advertising, public relations and publicity, and direct marketing. 2.2.1 Personal Selling Personal selling is a face to face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. For example, sales presentation, sales meeting, and samples. 2.2.2 Direct Selling Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customer without using marketing middlemen. These channels include catalogs, mailing, telemarketing, TV shopping, e-mail, or internet to communicate directly with customers. 2.2.3 Sales Promotion Sales promotion is a variety of short term incentives to encourage trial or purchase of a product or service. For example, coupons, lotteries and gifts. On the contrary, sales promotion is the appropriate tool, if the intention is to deliver quicker results, thus, it could be thought of as a short term incentive to stimulate sales (Sandhusen, 2008), however, despite the fact that it has taken over advertising in recent years, if used more frequently it may has a damaging impact on the brand being promoted. 2.2.4 Events Events and experiences are company sponsored activities and programs designed to create daily or special brand related interactions. For example, sports, festivals, arts, factory tours, and company museum. These marketing communications must be integrated to deliver a consistent message and achieve the strategic positioning. 2.2.5 Public Relations and Publicity Public relation and publicity is a variety of programs designed to promote or protect a company image or its individual products. For example, press kits, speeches, seminars, annual reports, charitable donations, publications, community relations, lobbying, identity media, and company magazine. Public relations carries identical definition as that for advertising except for the part of being paid by the company, and on the contrary, public relation has a distinctive quality over advertising, which is being perceived as more credible (Sandhusen, 2008). The appeal of public relations is based on three distinctive qualities; high credibility than ads, ability to catch buyers off guard who prefer to avoid salespeople and advertisements, and the potential for dramatizing a company or a product. Many companies are turning to marketing public relations (MPR) to support corporate or product promotion and image making. The old name of MPR was publicity, which was seen as the task of securing editorial space as opposed to paid spaces in print and broadcast media to promote a product, service, idea, place, person, or organization. MPR goes beyond simple publicity and plays an important role in assisting in the launch of new products, assisting in repositioning of a mature product, building interest in a product category, influencing specific target groups, defending products that have encountered public problems, and building the corporate image in the way that reflects favourably on its products. 2.2.6 Advertising Advertising as claimed by Pickton Broderick (2006) is considered as the senior element of the marketing communications mix which defined as the use of paid mass media, by an identified sponsor, to deliver marketing communications to target audiences to persuade or influence an audience. Whereas media is considered as the carriers of message that it should include TV, radio, press, posters, direct mail and the internet. Advertising according to the media and the purpose can be classified into many types. For example, based on the type of media there are many types of advertisement like television ads, press and magazine advertisements, posters, radio, internet and out of home advertising which includes billboards, transit, street furniture, and alternative outdoor like cinema advertising, stadium advertising, and airport advertising (Wilson, et al., 2008). In addition to the previous classification, Eldridge (1958) argued that according to the purpose of the advertising there are three different kinds. The first one is the immediate action advertising like that of retail food advertising, special deals and coupon offers that push customers to take immediate actions. Whereas the second category is the awareness advertising like the announcements of a new product or model. As an example of this category is that of direct-to-consumer advertising of the pharmaceutical products, especially See your doctor campaigns that increase public awareness for new products or even refreshing the customer memory toward old product. Finally, the third category is the creation or change of an image advertising which is considered the most difficult category to be measured. For example, campaigns that made by oil companies to improve their images as environment pollutants through increasing their social responsibilities. There is some confusion between advertising, direct marketing, and public relation. (Tamer) Advertising has a lot of advantages. As mentioned in Leicester (2009) it can reach mass audiences through media and press. In addition it is able to reach mass audiences selectively like advertising in specialized magazines. Moreover, it has low unit cost, efficient and effective at reaching large audiences. In addition to the previous advantages, as claimed by Eechambadi and Naras V. (1994), it is expected to change perceptions, maintain awareness, reinforce brand loyalty, encourage switching, or influence frequency of purchase. After showing the different types and advantages of advertising in the next part I will present how advertising works. As mentioned by Miller, et al., (1998) over the past several decades most advertisers and academics believed that advertising primarily worked by changing consumer attitudes toward a brand through the (Awareness, Interest, Desire Action) AIDA model. This simple model says that awareness of a brand precedes interest, which in turn precedes desire and action. Thus, awareness plays a role in this theory, it is primarily a gatekeeper. However, Pickton Broderick (2006) argued that, advertising works through three ways. The first way considers the concepts of advertising as a strong or a weak force. Advertising seen as a strong force suggests that it has a direct and positive impact on sales through persuading people to buy, creating and building brands, differentiating between brands and increasing sales. While those see advertising as a weak force suggests that advertising works through maintaining brand values and defending market share, so its effect on sales is therefore less direct. A second way considers the concept of salience which is the sum total of brand attributes, not any single element, that creates a positive attitude towards the brand. The goal is not so much how well your brand is regarded, but how many consumers regard your brand well. In this way, brand shares are maintained. The third approach is a simple causal hierarchy of effects that claimed by Vakratsas and Ambler (1999) which is little changed in its essentials from the AIDA model. In this approach, consumers change their minds about a product, then they change their attitude, and then they act. In other words, the process begins with cognition, which translates to affect, which then translates to behaviour. The purpose of advertising in that model is primarily to drive trial by inserting the brand into the consumers head and keeping it there. To increase the advertising effectiveness, it is better to use advertising in more than one media to gain the advantages of each one. For example, the most effective see your doctor campaigns usually use more than one media, like TV, radio, posters, flyers and internet. à ¢Ã¢â€š ¬Ã‚ ¢ 2.3 Overview of DTCA . à ¢Ã¢â€š ¬Ã‚ ¢ 2.3.1. Definition of DTCA . Direct-to-consumer advertising (DTCA) is the promotion of prescription drugs through newspaper, magazine, television and internet marketing. Drug companies also produce a range of other materials, including brochures and videos, that are available in doctors offices or designed to be given to patients by medical professionals or via patient groups. Vann(2010) The only two developed countries where DTCA is currently legal are the U.S. and New Zealand. While banned elsewhere, the drug industry is mounting major lobbying campaigns to have DTCA allowed in Europe and Canada. Vann(2010) DTCA advertising is just one strand in the marketing and PR efforts of drug companies to promote brand-name prescription drugs. Some aimed at potential consumers are video news releases for use in television news bulletins and programs. Vann(2010) Prescription drug advertising is very different from any other type of product advertising in that the product cannot be purchased without the cooperation of others (doctor, pharmacist, insurer, health maintenance organisations, etc.) and thus the purpose of advertising is different from most other product advertising. Becker et al, (2005) The advertisers want consumers to do one of the following; seek more information, talk to a doctor about the drug, talk to a pharmacist about the drug and tell family and friends about the drug. Basically, what consumers are expected to do after viewing prescription drug ads is to seek information and talk to others. Becker et al, (2005) à ¢Ã¢â€š ¬Ã‚ ¢ 2.3.2. A History of DTCA . The idea of DTCA started in the early 1980s when some of pharmaceutical companies decided to find a new model of promotion rather than the traditional one that rely on promotion for physician. They started firstly with public relations techniques rather than paid advertising as mentioned by Donohue and Julie (2006). From the 1950s to the early 1980s, no pharmaceutical companies were running product-specific ads in the mass media. Then, two product marketing campaigns broke with tradition and pursued a marketing strategy that depended on consumers taking a more active role in prescribing decisions. In 1981, Boots pharmaceuticals used print and television ads to promote Rufen, a prescription pain reliever. The marketing strategy was to position Rufen as a cheaper alternative to the leading brand. Donohue and Julie (2006) In the early 1980s most pharmaceutical companies avoided DTCA of prescription drugs, according to a survey conducted in 1984 of pharmaceutical marketing executives. Pharmaceutical executives argued that DTCA would hurt the doctor-patient relationship, confuse an unsophisticated public, and lead to higher drug costs. Donohue and Julie (2006) The increased use of DTCA in the early 1990s may have been related to the introduction of lifestyle drugs for which no market yet existed like hair restoration products or those requiring consumers to self-identify, either because physicians feel uncomfortable discussing the product like drugs that treat erectile dysfunction. Donohue and Julie (2006) In 1997, The Food and Drug Administration (FDA) relaxed its rules on mass media advertising for prescription drugs. This action made it easier for pharmaceutical companies to promote their products in 30- or 60-second TV ads without giving detailed medical information on the indications, potential side effects, or proper use. Findlay and Steven (2002) Pharmaceutical firms, which in 1984 had feared the impact of DTCA on the doctor-patient relationship, now argued that prescription drug advertising empowered consumers. The president of the Pharmaceutical Research and Manufacturers of America stated, Direct-to-consumer advertising is an excellent way to meet the growing demand for medical information, empowering consumers by educating them about health conditions and possible treatments. Donohue and Julie (2006) à ¢Ã¢â€š ¬Ã‚ ¢ 2.3.3. Why pharmaceutical companies might use DTCA?. There are several factors in the prescription drug industry that might induce manufacturers to advertise directly to consumers. In general, certain characteristics of the market, the disease to be treated, the stage of the product life cycle (PLC) and the drug treatment itself. Sheffet et al, (1990) As the size of the potential market increases, so does the probability that manufacturers will advertise to medical professionals and consumers, because the larger the potential market for a drug treatment, the lower the cost per treatment to advertise. For example, the current broadcasting and print media advertising for ulcer treatments is aimed at a large potential market. In the case of a drug to treat a disease that afflicts far fewer people (e.g., hemophilia), it is unlikely that DTC advertising would be used because of the high cost of reaching the relatively small number of people in that market. Sheffet et al, (1990) The stage of the PLC will also influence the likelihood that a firm will participate in DTC advertising. In a mature product category, a function of advertising is to allow a firm to differentiate its product from competing brands. Early in the PLC, advertising is more likely to increase the relative size of the total market. A unique characteristic of the prescription drug industry is that the stages of the PLC are significantly dictated by the patent structure. A firm whose brand is protected by a patent has a greater incentive to increase the total market size than a firm whose product is competing in a stable, mature market. Sheffet et al, (1990) The nature of the disease and the frequency of treatment will also affect the attractiveness of DTC advertising for a particular drug. For example, a disease that requires constant long-term medication (e.g., Dilantin for epilepsy), will have the same patient population in the market for years. Sheffet et al, (1990) 2.4 The role of DTC advertising in the healthcare system.. 2.4.1 push/pull strategic mix:.. The introduction of DTC advertising brought the consumer into the brand stimulation equation, eroding some of the physicians market control and giving prescription drug manufacturers more control of the marketplace. Where once the manufacturer was at the total mercy of the physician, DTC advertising put the prescription drug manufacturer in a position to exert some influence in the patient-doctor relationship. Becker et al, (2005) pharmaceutical industry has traditionally used a push strategy to promote their products but report that there has been a break from this traditional push strategy to a more aggressive pull strategy. Parker et al, (2003) Therefore, pharmaceutical companies advertising shifted from a push promotion strategy to a combination of a push/pull strategic mix. Becker et al, (2005) 2.4.2 Doctor-Patient Relationship. During the past two decades, there has been an irreversible change in the nature of the doctor-patient relationship. Patients are seeking much more medical information and are actively participating in decisions affecting their health. Wolfe (2002) in terms of the impacts on doctor-patient relationships, on the positive side, Peyrot, Alperstein, Van Doren, and Poli (1998) found that media exposure and awareness of DTCA appeared to be associated with higher consumer drug knowledge and greater levels of discussion with physicians regarding treatment, this leading to strengthening of the relationship between doctor and patients (Bonaccorso and Sturchio, 2002). Reast et al, (2008) Conversely, Mechanic (1996), in line with prior research by Perri and Nelson (1987), took the position that the relationship between doctor and patient would be undermined by the increasing consumerization of the doctor-patient relationship, and various studies have pointed to potential conflicts in the relationship between doctor and patient, with undue pressure on doctors to prescribe advertised drugs (Foley and Gross, 2000; Mintzes et al, 2002; Prince, 2003), and patients considering switching doctors if specific drug requests are denied (Kravitz, 2000). Reast et al, (2008) The irritation felt by many physicians when patients approach them after seeing a direct-to-consumer advertisement may derive from the fact that such advertisements, with their powerful, emotion-arousing images and frequently unbalanced information on safety and effectiveness, mislead patients into believing that drugs are better than they actually are. Wolfe (2002) This puts physicians in a quandary, facing 3 conflicting ethical obligations. First, physicians aim to do no harm. Second, physicians seek to maintain and develop a strong doctor-patient relationship because it enhances future care and health outcomes, in addition to patient satisfaction. Third, physicians have a duty to ensure fair allocation of health care resources and avoid wasteful expenditure. Murray et al, (2003) We found that physicians find responding to inappropriate requests time-consuming and that they often seem to acquiesce to such requests as long as the patient is not harmed. Furthermore, more doctors perceive the effect on the relationship as beneficial than harmful, but this is dependent on physicians doing what the patient wants. Murray et al, (2003) DTCA can have good and bad effects on quality of care, the doctor-patient relationship, and health service utilization. The benefits might be maximized, and the harms minimized, by increasing the accuracy of information in advertisements; enhancing physicians communication and negotiation skills; and encouraging patients to respect physicians clinical expertise. Murray et al, (2003) 2.4.3 Do Ads Really Drive Pharmaceutical Sales?. The reviewed research finds that DTCA leads to increased demand for the advertised drug. Atherly and Rubin (2009) Evidence suggests that direct-to-consumer advertising of prescription drugs increases pharmaceutical sales and helps to avert underuse of medicines and leads to potential overuse. Donohue, Cevasco and Rosenthal (2007) 2.5 Overview of the global doctors` attitude toward DTCA Increasingly consistent US, New Zealand and UK medical opinion While a USA study prior to the boom in DTCA had found that physicians were broadly supportive of advertising to consumers (Petroshius et al. 1995), more recent evidence with very few contradictions now suggests that many USA physicians are unhappy with DTCA (Reast et al., 2004). The picture within New Zealand, on balance, cautiously supported the continuation of DTC advertising (Reast et al., 2004). UK physicians also as mentioned by Reast et al., (2004) opposed to the introduction of DTCA, which they feel is unethical, and is likely to have various negative impacts. Concern was expressed about DTCA causing damage to physicians` relationship with pharmaceutical companies, and perhaps more importantly, damage to their relationship with patients (Reast et al., 2004). à ¢Ã¢â€š ¬Ã‚ ¢ 2.5.1 The USA Situation Medical opinion towards DTC within the USA, having apparently been quite supportive prior to the rapid expansion of DTC in the mid- 1990s (Petroshius et al. 1995), appears now to be hardening. A US study, published in the Journal of Family Practice in 1997, found that 80% of surveyed members of the American Academy of Family Physicians believed that DTC was not a good idea and 84% expressed negative feelings about television DTC advertising (Mitka 2003). In contrast, the FDA study, a survey of 500 general practitioners (GPs) and hospital doctors, found a much more positive view of DTC advertising, whereby 37% said the overall impact of DTC advertising on their patients and practice had a somewhat positive effect, 28% said that there was no effect at all, and 27% said that DTC advertising had a somewhat negative effect. Only 3% felt it had a very positive effect and 5% said it had a very negative effect (Thomaselli 2003). Reast et al, (2004) There have been a substantial number of published studies on DTCA in the USA. These include a Harvard Medical School report by Weissman et al. (2004). This national study of 643 physicians on events where patients discussed advertised drugs found both positive and negative effects on patients and physician practices. Positive effects were: improved communication (67%), patient education (70%) and improved compliance (46%). Negative effects included: patients led to seek unnecessary treatments (80%) and a perceived lack of balance in risk/benefits (80%). Auton and Frank (2006) à ¢Ã¢â€š ¬Ã‚ ¢ 2.5.2 The New Zealand and Australia Situation In New Zealand also, opposition to DTC remains high among physicians, with recent high-profile reports from New Zealands top medical schools condemning the practice (Scrip 2003). Reast et al, (2004) Despite this, a review of physician opinion conducted by the New Zealand Ministry of Health in 2001 (Hoek Gendall 2002) found that doctors` groups acknowledged both the benefits and issues associated with DTC advertising. A qualitative research study conducted in New Zealand by Maubach and Hoek (2005) suggests that doctors views are complex. Doctors were found to have serious concerns about DTCA but also saw some benefits from it. Respondents viewed favourably DTCAs ability to increase awareness of certain medical conditions. However, there were concerns about the poor level of information provided and many doctors spent time dispelling incorrect patient perceptions. There was also concern that risk information was not felt to be balanced. The majority did not support a ban on DTCA but nearly all considered that stricter regulation was required. Auton and Frank (2006) A study of attitudes towards DTCA in Australia by Miller and Waller (2004) found that four factors were important: information, quality, credibility and price. Auton and Frank (2006) DTCA is banned in Australia but the pharmaceutical industry is still lobbying to have the ban lifted, despite the strong opposition of doctors and consumer groups. Auton and Frank (2006) à ¢Ã¢â€š ¬Ã‚ ¢ 2.5.3 The European Situation .. There is little published quantitative research concerning the attitudes towards DTC of European health professionals, but Reast and Carson (2000) conducted a rare survey into UK physician opinion towards DTC soon after the start of generic see your doctor campaigns in Europe, in 1999. The exploratory study of 68 GPs and hospital doctors, a partial replication of the USA study by Petroshius et al. (1995), found UK physicians highly opposed to the concept and likely impacts of DTC advertising, 62% disagreeing with the ethics of DTC advertising, and 72% opposing the introduction of DTC advertising in Europe. Seeing certain benefits of a limited introduction of DTC communication, the European Commission presented plans to the European Parliament in November 2002, allowing further information on three chronic disease conditions (Aids, diabetes, and asthma) to pass directly to consumers. While the European Commission plans were rejected, educational see your doctor campaigns, carrying the manufacturers name and logo, but not the product brand name, are still allowed. Reast et al, (2004) In the UK disease-awareness campaigns are being mounted by pharmaceutical companies in conjunction with patient organisations through sponsorship and grants which recognises UK and EU law prohibiting pharmaceutical companies undertaking activity which is deemed to be promoting a prescription-only medicine to the public. Auton and Frank (2006) Pfizer launched a  £30 million Europe-wide male impotence disease-awareness campaign, including sponsorship of a St Valentine.s Day radio and press campaign, in conjunction with the Impotence Association. Reast et al, (2004) à ¢Ã¢â€š ¬Ã‚ ¢ 2.5.4 The Middle East Situation .. Actually, after a lot of research, I did not find any articles talk about DTCA in Middle East. DTCA is banned in Australia but the pharmaceutical industry is still lobbying to have the ban lifted, despite the strong opposition of doctors and consumer groups. Auton and Frank (2006) There is little published quantitative research concerning the attitudes towards DTC of European health professionals, but Reast and Carson (2000) conducted a rare survey into UK physician opinion towards DTC soon after the start of generic see your doctor campaigns in Europe, in 1999. 2.6 Critical views of doctors attitudes towards DTCA . Recent surveys of physicians indicate that even though many still oppose the practice of DTCA in general, they also point to some positive effects. Donohue and Julie (2006) 2.6.1 Why DTCA is viewed as positive by doctors? . Supporters claim that DTC advertising has an educational value. It may cause consumers to seek advice on diseases or problems that have been previously undiagnosed, thus creating a more informed consumer (Parker et al, 2003). In addition, it can play an important role in improving healthcare by giving consumers the information they need to discuss medical symptoms and treatment options with their doctors. Becker et al, (2005) Moreover, DTCA is necessary to provide pharmaceutical firms with an incentive to develop prescription drugs to treat new ailments, such as severe acute respiratory syndrome (SARS), or more effective treatments for established ailments and conditions. Research and development costs are high, but pharmaceutical firms have only a limited amount of time in which their prescription drugs are patent-protected. As regulatory approval times have lengthened, the amount of time that pharmaceutical firms have to recoup their research and development costs before being faced with competition from generic versions of their drugs has decreased (Meek 2001). Therefore, pharmaceutical firms believe that creating consumer awareness of patent-protected prescription drugs is the quickest way to increase sales. Main et al, (2004) Supporters further claim that DTC advertising will lead to improved products and lower prices as pharmaceutical firms compete for consumer patronage in the open market. In this view, more knowledgeable consumers will select the best treatment available; thus, bans on DTC advertising deprive consumers of information needed to make the best choice (Meek 2001). Main et al, (2004) Furthermore, as mentioned by Auton and Frank (2006), a national study of 643 physicians found positive effects were: improved communication (67%), patient education (70%) and improved compliance (46%). Finally, to summarize the benefits of DTCA, the Pharmaceutical Research and Manufacturers of America (PhRMA) in 2005 announced approval of new industry guidelines for DTC advertising. The fourteen principles outlined in these guidelines are based on the premise that: DTC advertising of prescription medicines can benefit the public health by increasing awareness about diseases, educating patients about treatment options, motivating patients to contact their physicians and engage in a dialogue about health concerns, increasing the likelihood that patients will receive appropriate care for conditions that are frequently under-diagnosed and under-treated, and encouraging compliance with prescription drug treatment regimens. Royne and Myers (2008) 2.6.2 Why DTCA is viewed as negative by doctors? . Critics of DTC advertising maintain that prescription drugs differ from other products and, therefore, should not be advertised in a similar way to increase consumption. Instead of being sold to increase profits, prescription drugs should be sold only when a doctor believes the medication will be the best way to reduce a patients suffering (Findlay 2001). In addition, DTCA intrudes into the doctor-patient relationship and confuses patients by representing promotional messages as educational (Wolfe 2002). Further, opponents believe that DTC advertising increases demand for more expensive medications and medicalizes normal human experience (Mintzes 2002), rather than providing consumers with information needed to make better health-care decisions. Critics also contend that the increase in patient requests for advertised medications (Peyrot et al. 1998) leads to preference toward branded, advertised prescriptions over more affordable and effective treatments (Dyer 2002; Findlay 2002). Some also argue that such advertising is inappropriate because patients are not in a position to diagnose conditions or judge the relative safety, effectiveness and appropriateness of alternative treatments. This practice can lead to prescription drug misuse and abuse (Becker et al, 2005). In addition, evidence on clinical outcomes is often inadequate when drugs first come on to the market, at times leading to false impressions. COX 2 inhibitors (Vioxx), for example, were widely believed to be safer than other non-steroidal anti-inflammatories when first launched. An assessment of the full experience of serious adverse events in comparative trials suggests the contrary. Mintzes and Barbara (2002)

Aftircan American Progress in World War II Essay -- essays research pa

World War II, global military conflict that, in terms of lives lost and material destruction, was the most devastating war in human history. It began in 1939 as a European conflict between Germany and an Anglo-French coalition but eventually widened to include most of the nations of the world. It ended in 1945, leaving a new world order dominated by the United States and the USSR.   Ã‚  Ã‚  Ã‚  Ã‚  More than any previous war, World War II involved the commitment of nations' entire human and economic resources, the blurring of the distinction between combatant and noncombatant, and the expansion of the battlefield to include all of the enemy's territory. The most important determinants of its outcome were industrial capacity and personnel. In the last stages of the war, two radically new weapons were introduced: the long-range rocket and the atomic bomb. In the main, however, the war was fought with the same or improved weapons of the types used in World War I. The greatest advances were in aircraft and tanks.   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"For African Americans, World War II was a fight on two fronts. It was a struggle to prevail over the nation’s external enemies and a battle against a familiar home-grown foe: bigotry† (Allen). When World War II began in Europe in 1939, blacks demanded better treatment than they had experienced during World War I. Black newspaper editors insisted during 1939 and 1940 that black support for this war effort would depend on fair treatment. They demanded that black soldiers be trained in all military roles and that black civilians have equal opportunities to work in war industries at home.   Ã‚  Ã‚  Ã‚  Ã‚  African Americans were some of the quickest and most energetic to condemn the risings of fascism in Europe. They instantly understood the risks Nazism and its Aryan doctrines imposed on the world. Some had read Hitler’s Mein Kampf and had taken offense to its unfavorable comments toward blacks. It was also claimed that in 1936 Hitler had refused to treat African American Olympic stars Jesse Owens and Ralph Metcalf with common decency in Berlin. Also the knockout of the black idol Joe Louis in 1936 by Max Schmeling had fueled some bitter emotions toward Nazism and it was fueled once again when Louis exacted his complete revenge in 1938.   Ã‚  Ã‚  Ã‚  Ã‚  At the beginning of the war Afri... ...seat at the back of the bus. Robinson refused. â€Å"He was arrested and court-martialed for â€Å"disrespectful† conduct and disobeying orders, he was acquitted, but the incident prevented him from going overseas with the 761st† (Allen). Robinson would go on to become the first black baseball player to integrate the major leagues. â€Å"The World War II experience was a watershed for African Americans. Jim Crow remained intact, but the ideological bases of white supremacy and colonialism were undermined by the horrors of the Holocaust† (Earle 87). The war experience gave about one million blacks the opportunity to fight racism in Europe and Asia, a fact that black veterans would remember during the struggle against racism at home after the war. Perhaps just as important, almost ten times that many white Americans witnessed the patriotic service of black Americans. Many of them would object to the continued denial of civil rights to the men and women beside whom they had fought. After World War II the momentum for racial change continued. Black soldiers returned home with determination to have full civil rights. President Harry Truman ordered the final desegregation of the armed forces in 1948.

English vocab

The annoyed kid had an acrimonious reply when asked to clean his room. Antonym† pleasant In the newspaper article, the cruel senator cast aspersions on his political rival. Antonym- approval Most public schools strongly agree to censure any bias toward religious holidays. Antonym- agreement The famous artist critiqued his students work because there was a lack of expression. Antonym- applause The Journalist defamed the popular celebrity because of his recent arrest. Antonym† flatter; honor The murderer was derided by the police officer when he pleaded guilty on his sixth arrest. Antonym- admireThe devious politician impeached the motives of his running opponent, claiming they were false. Antonym- exonerate Are you making an innuendo that I'm carless? Antonym† evidence The soda addict remonstrated with the school to have the vending machines placed back. Antonym- approve The makeup artist upbraided his apprentice for failing to make the actor look the role for his mo vie. Antonym† compliment In the newspaper article, the cruel senator cast aspersions on his polltlcal rival. 1 OFS Antonym† applause arrest. Antonym† admire were false. Antonym† exonerate back. Antonym† approve Antonym† approval Antonym† agreement

Free Essays on Death At An Early Age

In the 1960’s Boston public schools were decaying, and were true, live, horror stories. Every story has a murderer and victims. This particular horror story is not about murder of bodies, but rather murder on the minds. In Jonathan Kozol’s book Death at an Early Age the victims are the students and the murderer is the government. The book is an account of the events that took place while he was working in the Boston public schools. In 1964, Mr. Kozol began teaching 4th grade in one of Boston’s most overcrowded elementary schools. During that year he witnessed how they routinely beat unruly children, and referred to them as â€Å"niggers† and â€Å"animals†. Kozol noticed that some of the children felt so ignored and isolated that they sometimes invited the beatings, preferring the abuse to neglect. The book shows how the Negro schools received less funding than the white schools (275 dollars per each child in the white schools vs. 213 dollars per child in the black schools). (pg.53) This presents a problem for Negro schools because they didn’t have the money for the necessary repairs that they needed to be done in the schools. Also, there wasn’t enough money for new supplies and books. Even though the school was close to 100% African American, they still used textbooks that were somewhat of a put down to the children. The textbook that they were using has a section on Africa, and they describe the black children as children whose skin is so dark that it looks black, with large flat noses, thick lips, and hair that seems like wool. It also speaks about how they were afraid of the first white man who came to explore their land, and how they ran and hid. They called the savage and uncivilized. (pg.69) Maybe this wouldn’t sound that bad id it weren’t in comparison to how they describe the Swiss children in the European section. It says that the Swiss children are handsome, with blue eyes, hair that is golden yellow, white ... Free Essays on Death At An Early Age Free Essays on Death At An Early Age In the 1960’s Boston public schools were decaying, and were true, live, horror stories. Every story has a murderer and victims. This particular horror story is not about murder of bodies, but rather murder on the minds. In Jonathan Kozol’s book Death at an Early Age the victims are the students and the murderer is the government. The book is an account of the events that took place while he was working in the Boston public schools. In 1964, Mr. Kozol began teaching 4th grade in one of Boston’s most overcrowded elementary schools. During that year he witnessed how they routinely beat unruly children, and referred to them as â€Å"niggers† and â€Å"animals†. Kozol noticed that some of the children felt so ignored and isolated that they sometimes invited the beatings, preferring the abuse to neglect. The book shows how the Negro schools received less funding than the white schools (275 dollars per each child in the white schools vs. 213 dollars per child in the black schools). (pg.53) This presents a problem for Negro schools because they didn’t have the money for the necessary repairs that they needed to be done in the schools. Also, there wasn’t enough money for new supplies and books. Even though the school was close to 100% African American, they still used textbooks that were somewhat of a put down to the children. The textbook that they were using has a section on Africa, and they describe the black children as children whose skin is so dark that it looks black, with large flat noses, thick lips, and hair that seems like wool. It also speaks about how they were afraid of the first white man who came to explore their land, and how they ran and hid. They called the savage and uncivilized. (pg.69) Maybe this wouldn’t sound that bad id it weren’t in comparison to how they describe the Swiss children in the European section. It says that the Swiss children are handsome, with blue eyes, hair that is golden yellow, white ...

Story Frames essays

Story Frames essays Since all perception is shaped by the cultural knowledge you bring to it, in-depth understanding almost always involves expanding that knowledge by crossing cultural boundaries. (Maura Shea, 1997) Here is a quote from the book Frame Works that is bigger than life and demands an explanation. Barbara Donofrio (1990/1997) stated that [C]ommon cultural stories are often referred to as story frames, story schemata, or scripts. ( pg. 19) These story frames are told throughout our lives from our families, schools, and communities, and represent a kind of blueprint of what we are and what we can become. In this essay, we will examine the affects that story frames and culture have on us as individuals, how the story frames and cultures of others can affect our lives, and the positive and negative aspects of story frames and culture. While growing up, we were told stories about the exploits of our relatives, both past and present, some of our own childhood experiences, and about life or common cultural stories which became embedded in our personal memories and personalities. These stories developed into our story bank and created the foundation of our individuality. We took those stories and began shaping them to conform to our own sense of self. Silko (1967/1997) said, Just as the stories we grew up with shape us and our perceptions, so do we also build and express our own self by shaping the stories we tell. (p. 36) In other words, the stories we put into memory are used for recall of a situation or occurrence that we change into a version that suits our own individual interests and goals. There are feasibly hundreds of facts or details that we opt to forget or leave out because it doesnt fit our version of how the story should be told. As individuals we have the [a]bility to create general sto ries from specific experiences &nda...

Story Pitch assignment Essay Example | Topics and Well Written Essays - 500 words

Story Pitch assignment - Essay Example Only one artist will be representing the entire State of Indiana in the show. This artist is Indiana University’s art professor, Jawshing Arthur Liou. His masterwork, â€Å"Kora,† is unique in so many ways that it made it to this highly competitive show as the sole representative of Indiana. ‘State of the Art’ Show at Crystal Bridges Museum comprehensively surveys contemporary art. Here, only the best, unique, and competitive artworks make it to the museum. The selecting process was highly competitive. This process encompassed the participation of regional curators and art insiders. The idea was to identify fresh talent and compelling art that would feature in this year’s show. Liou was selected for his work that features the sacred Mount Kailash from an artist’s point of view. Professor Liou’s story, and more so his artwork, is captivating as far as ‘State of the Art’ Show at Crystal Bridges Museum is concerned. Understanding Liou’s inspiration and motivation to do the â€Å"Kora† is fundamental. On the same note, it is critical to connect this work to his career as a University professor. Given that not all details could be captured in this brief, I would like to offer Indianapolis Monthly Magazine exclusive access to professor Liou’s story. The story will highlight events leading to Liou’s selection, and most importantly vivid details about the â€Å"Kora.† A number of reasons inform the choice to offer exclusive access to Indianapolis Monthly Magazine. To start with, Indianapolis Monthly Magazine is central to contemporary developments in Indiana. The Magazine reaches different audiences in the State, who in turn share the Magazine’s story with other people. Secondly, the magazine offers an exclusive segment that deals with art and culture. New art developments constitute a priority story in Indiana, especially when only a select group is at the top of

Marketing Essay Example | Topics and Well Written Essays - 2500 words - 6

Marketing - Essay Example The various techniques used for the Nike shoe are then able to strategically position the shoes ahead of other competitors that are in the market to sell shoes. Background of Organization Nike was established in 1972 by business owner, Bill Bowerman. The idea began in 1964 with the desire to create an athletic shoe that could be used effectively for competitive sports. By 1971, Bowerman had established a shoe that would work and then created the Nike brand to develop the new mechanics and techniques for the shoe. Bowerman began by making a contract with the University of Oregon runner Phil Knight. The approach was to give running shoes that would help Knight to have ease o use while running without having some of the malfunctions that come with basic shoes that are used. The business quickly gained a strong reputation in footwear with a current stance of 160 countries which sell the footwear and the employment of over 1 million people. The approach is to use a set of diversity inclus ion within the organization while creating a strong reputation among those interested in the footwear (Nike, 2011). The success of Nike, with a revenue of $91.2 billion in 2010, is one which is based on a portfolio of products. There are now several affiliate businesses that work with Nike for the brand reputation. These include Cole Haan, Converse, Hurley International, Nike Golf and Umbro. The brand identity that is established all carries the overall features of the Nike logo. This is then divided into specific shoes used for sports, such as running shoes, basketball shoes and other specialized makes and models. There are also divisions for women, men and children to further the brand identity. Nike has incorporated sportswear as well as personal trainers with electronics to assist those that are looking for a different approach to their athletic regimen, creating a different set of brands within the Nike organization (Nike, 2011). Marketing Techniques and Strategies The marketin g techniques that are used by Nike involve several dimensions of finding what the best methods are to reach consumers. The first way in which this is done is by segmentation. The theory of segmentation is defined as creating a presence by noting different target markets which would be interested in a product. Meeting this need by establishing demographic relationships can then provide a stronger movement toward sales among those that are interested in the products (Alderson, Cox, 2006 pg. 137). The segmentation of the products isn’t done by developing the product first, then creating a market that will need the item. Instead, there is an established presence created by need first. Each of the shoes that are presented by Nike is segmented first, than established with the mechanics of the shoe to create a need within the segment. Basketball, soccer, football, running shoes and segments among women and men are some of the several ways that Nike has approached building its brand. This is done within the internal environment first, than leads to establishing a presence among those in need with the item. The concept of segmentation becomes essential by noting that there is a need among different groups of individuals, which Nike can then meet by building a reputation from the science used behind the makes and models of each of the shoes. The target