Importance on English Language Essay

In countries like Pakistan, with people of various cultures live, the languages of each part of the country also differ. English can be the only link as people in each place will not be able to learn all the other languages to communicate with the people. English bridges this gap and connects the people. When a person travels to another part of the world either for the sake of business or even as a tourist, the languages may differ. In these conditions, English is the language that helps people to deal with the situation. It is like a universal language. The presence of English as a universal language assumes importance in the fact that more and more people leave their countries not only for the sake of business and pleasure, but also for studying. Education has increased the role of English. People who go to another country to study can only have English as their medium of study. This is because the individual will not be able to learn a subject in the local language of the country. This again reinforces the fact that the English language is very important. Read more: Importance of English essay All correspondences between offices in different countries and also between political leaders of various countries are in English. This linking factor also tells of the importance of the English language. In spite of the growth of the Internet in various languages, English is the mainstay of the Internet users. This is the language in which most of the information and websites are available. It is very difficult to translate each and every relevant webpage into the language of various countries. With Internet becoming very important in education, English language is bound to grow. Thus the importance of English as a language is emphasized. The future of English as a language is very secure. The day is not far when this language will become the single language of the world like we have a single currency.

How Can I Avoid Literal/Verbal Translation from My Native Language When Writing an English Essay Essay

As a foreign English learner, , I constantly make grammatical and structural errors when writing in English even though I started learning English at a very early age and have a relatively better speaking and listening ability among my peers. In fact, many Asians, Mandarin users like me in particular, encounter such problem a lot when writing in the English language. As a consequence, I want to find out the main reason that causes me to write in English with the inverse (Chinese) structure all the time. In other words, I want to know why I constantly â€Å"think† in my own language and translate it into English instead of directly â€Å"think and write† in English simultaneously. That is, as stated in the title, to avoid literal/verbal translation from my native language when writing in English. In the first part of this essay, discussion will to focus on illustrating the core concepts of how humans form and convert grammatical structures into English. In the second part, a brief research conducted by myself will be used in support of the main question of this essay, which is the methodology to resolve writing difficulties for foreigner English speakers. Last but not least, an overall analysis in regard of the topic can be found in the final paragraph. The objective of this essay is to observe the influence between a Mandarin user’s native language (mother tongue) and the English language in terms of logical thinking process and psycholinguistic perspectives as well as avoiding literal or verbal translation from my the language. This is an interesting however less discussed topic in terms of English learning method. I sincerely hope English learners, particularly foreign learners, can more or less understand the existing problems that can likely bother us, also, â€Å"can generate some interesting data to show the need to explicitly stimulate bicognitive and bicultural development in Chinese EFL learners†(Gonzalez, Virginia, Chen Chia-Yin, and Claudia Sanchez 627-52). The thinking process We can discover a nearly inevitable process, regardless of its use, before writing a formal essay. That is, in fact, the process of sketching a rough idea (abstract) of what specific concepts we are going to talk about or what type of audience we want to persuade. For instance, suppose our topic is â€Å"My Family†. Undoubtedly, the first thing that comes into our mind is a picture consists of mother, father, and children. This is inevitable as we tend to â€Å"picturize† abstract words into actual images that we have already acquired from our experience (database) in the past. Later on, after these approximate frames are set up, a complicated process will start interpreting the picture into the language we are familiar with. To simply put, the input (given topic) needs to be processed in order to obtain (write down) the output. Understanding the process, we can further apply the idea to foreign languages. Take myself as an example. Chinese is my native language whereas English is my second (foreign) language. Based on the thinking process demonstrated earlier, the process for me to convert â€Å"English topic† into â€Å"English sentences† is to first convert â€Å"English topic† to â€Å"Chinese topic†(since there is no such database known as â€Å"English† in the past), and then picturize â€Å"Chinese topic† into â€Å"Chinese sentences†, and finally translate those sentences into English. What a tough work it is! Yes, indeed, as a foreign language learner, especially a beginner, this is actually the fastest way to deliver message. However, after such a long process, we experience another problem—the translation is still in â€Å"Chinese† linguistic structure! For this reason, our brain starts modifying the structure, again, based on our â₠¬Å"database†. (I will further explain the importance of â€Å"database† in a while) The modification process So the modification process starts. Our brain starts searching for the most native way of expressing the idea in English. Yet, if no such word or structure was learned in the past, it is very likely that we would simply output the most similar or the most â€Å"literal† translation of the sentence. In this case, many common grammatical and improper structures can be easily observed, such as saying â€Å"What can I make?† instead of â€Å"What can I do?†(make and do both have the same meaning in Chinese) Of course, people can still understand what the writer tries to indicate, but on the other hand it can sometimes cause great misunderstanding between the author and the audience. Research This survey is conducted on the basis of 57 effective samples, representing participants from more than three different education levels and 3 Mandarin-speaking countries. Questions 1 through 5 are general information used to analyze the background of participants. Questions starting from question 6 are divided into two contrary tracks. Track A is designed to investigate those who had encountered literal/verbal translation difficulties whereas track B is for those who seldom have difficulties writing what they intend to illustrate. In this research, a few phenomena can be discovered. According to the responses of question 6, apparently over 70% of the participants have had a hard time translating what they really wanted to express into English. As for question , 62% think such writing difficulty is mainly due to the lack of vocabulary while in question , interestingly, more and more people tend to utilize resources through internet. From here, we can see the importance of technology in terms of learning and gathering information. On the other hand, however, Track B shows that those who seldom or never have literal/verbal translation problems believe reading is also important and that looking up dictionary helps them avoid literal/verbal translation problems. Some suggestions are listed in question and which include extensive reading and writing, have peer editor to review his/her essay, and even â€Å"fall in love with the language.†

Mosaics and Islam Culture

The Mosaics' Importance to the Islam People Islamic mosaics have had, and still have a great part in Islamic culture. Traditional mosaics had many uses in the Islamic World. They were very detailed in their patterns and designs, and had great religious meaning to the Muslim people. Mosaics had different uses in the Islamic World, as they do still in modern life. Normally, mosaics were used for decoration of mosques. They were sometimes used also for pottery. The great Mosque of Damascus has amazing mosaics decorating it and adding even more splendor and beauty to its design.The patterns and designs on mosaics are important and of great significance. The designs often had floral images and were very geometrical. Grids were put down on hard backings to make sure of exact measurements. Beads and tiles were used; calligraphy was often seen as well on mosaics. Mosaics can have great meaning to Muslims. The Great Mosque of Damascus has a mosaic on its walls that shows a paradise. Nature an d scenery is often displayed on mosaics; these scenes show meaningful places. Humans and animals were banned from being displayed on mosaics and abstract colors were shown often.Sayings, meaningful words, and verses from the Qu’ran, the sacred book of the Muslims, were often seen. Mosaics are a great part of Islamic culture because of its many uses, detailed designs and its great meaning to the Muslim people. My mosaic fits into and connects to Islamic art and culture because it is detailed, has meaningful words and is very geometrical. Beads were used to create my mosaic. The beads are in precise locations and the Arabic words are exact. The colors correspond with Islamic art as well.The Arabic words on either side of my template mean â€Å"Arabic Language† and are completely legible. These words represent the importance of Muslims learning Arabic. My mosaic is in the shape of an octagon, and is symmetrical, as are most Islamic mosaics. A large grid was put down on a hard foam core backing to help make the shapes more accurate. My mosaic connects to Islamic culture and traditional mosaics because of the detailed design fitting in with Islamic designs. It has words that mean something to Muslim people, and is exact and geometrical.

What are the strategic priorities for policy makers in Birmingham if Essay

What are the strategic priorities for policy makers in Birmingham if they are to generate strong economic development for the city over the next 20 years - Essay Example Birmingham is a City with an important economic and cultural framework. Because of its infrastructure and its facilities – airport, university, a research park for business and technology research – the City is considered as one of the most developed cities of the West Midlands. The City’s council initiates a wide range of activities aiming to support effectively the needs of the residents. The economic development of Birmingham is examined in this paper; emphasis is given not only on the City’s current economic performance but also on its prospects for future growth. The strategic priorities for policy makers in Birmingham in the case that the City’s economic growth over the next 20 years would be initiated are identified and evaluated. After reviewing the existing plans related to the City’s economic growth it is assumed that the achievement of a further growth – over a period of 20 years – would be achievable under the terms that collaboration and communication in regard to the relevant initiatives are improved. 2. Birmingham – requirements for growth in the next 20 years.History of the town: The history of Birmingham is quite long. In accordance with the studies published on the particular subject, the presence of human in the region goes back to the Bronze Age (Birmingham, Voice of the West Midlands, History); Anglo Saxons visited the area around 700 A.D.; ‘the Medieval and Norman occupation’ (Birmingham, Voice of the West Midlands, History) of the area ended approximately in 1086; it was then that the land-owners took the control of the region occupation’ (Birmingham, Voice of the West Midlands, History). Under the influence of the industrial revolution, the City’s population has been continuously increased, up today. During the two World Wars the City suffered major damages; many of its residents participated in the Wars – and they did not return (Birmingham, Voice of the West Midlands, History). Also the City’s industrial infrastructure suffered significant damages during the above period. The restructuring and the development of the City was highly supported by foreign immigrants – it was during the 1950s and the 1960s that the City was developed significantly becoming today a major economic and cultural center in Britain (Birmingham, Voice of the West Midlands, History). The current economic and cultural status of Birmingham is reflected in the images of the town – see graphs 1 & 2 in the Appendix section. 2.2 Phases of economic development, economic characteristics The economic growth of Birmingham through the decades can be identified in the events that characterized the City’s establishment and development – as presented in the previous section. The current economic development of Birmingham is significant – compared to the financial turbulences that cities worldwide have to face. This tre nd is reflected in the reports published regarding the economic characteristics and the rate of the City’s growth. All of these reports are encouraging regarding the City’s current economic status and, especially, regarding its potentials for further growth. Moreover, the City’s Council has increased its efforts for generating funds necessary for serving the various social and economic needs of residents. In this context, ‘the Westminster, Birmingham and Manchester councils’ (Birmingham News Room 2011) have established a commission; the commission is based in Birmingham because the particular City is ‘the largest UK city economy outside of the capital’ (Birmingham News Room 2011). The above commission aims to identify at what level it is possible for the cities across UK to become independent – in terms of funding – from the central government (Birmingham News Room 2011). Today, Birmingham is an economic center in the West Midlands,

Purpose Statement, Review, and Development Essay

Purpose Statement, Review, and Development - Essay Example On the one hand, there is a prominent view that the polygraph testing needs to be more extensively employed in the national security and, on the other hand, scientific experts and security authorities are divided on the question. The proposed paper attempts to come to a logical conclusion on this hot topic of debate and scrutiny, and the findings of the study will have a decisive role on the future investigations on the question. The modern global context of amounting terrorist attacks and other nuclear threats has caused national security to be one of the major concerns of international community. In this background, several studies on the utility of polygraph in ensuring National Security have been conducted and every new study has a vital function in determining the significance of polygraph. One may also notice that there has been no consensus on the utility of polygraphs in national security, and the topic has always been one of the most controversial questions in the national security sector. The Department of Energy (DOE) has been making attempts to set up polygraph screening for the employees and applicants as a measure to ensure security in the national nuclear weapons laboratories. There were severe criticisms against the presumptions of DOE that the tests would identify subversives and put off potential terrorists. The sub-panel of Sandia’s Senior Scientists and Engineers who made a profoun d analysis on ‘Polygraphs and Security’ concluded that â€Å"there is no adequate scientific basis for this assumption. No specific polygraphic or behavioral response has been directly linked to the act of deception†¦Ã¢â‚¬  (Polygraphs and Security, 1999). It was also specified by them that the subjective factors involved in the administration and interpretation of polygraph tests point to their limitations with regard to national security. Therefore, it is of central implication to have a precise analysis of the matters

Debating Rococo's Role in the French Revolution Essay

Debating Rococo's Role in the French Revolution - Essay Example The lower classes were tired of the bourgeoisie taking advantage of them by taxing them mercilessly while people were struggling to survive in brutally horrible socioeconomic conditions. â€Å"But the poor, who paid for the†¦[wealthy aristocrats’ party] (because they were the only taxed segment of French society), the whole period had a let-them-eat-cake feel and helped ignite the French Revolution of 1789. The celebration started [with the death of King Louis XIV, when] French aristocrats felt liberated.†1 In fact, after Marie Antoinette said, â€Å"Let them eat cake,† that phrase was coined to mean that one had insensitivity to the plight of the less fortunate, and especially with regard to being poor. It was thought that the French aristocracy had no idea how much their own constituents were suffering in abject poverty while they attended lavish parties and lounged in luxury. III. The Precursor to the Revolution Many French did not take kindly to the noti on that the people and scenes being depicted in Rococo art was indeed true-to-life. They were angry that they were languishing in poverty while their aristocrat counterparts luxuriated in posh surroundings.

CASE 2 ETHICS - Informational Privacy Essay Example | Topics and Well Written Essays - 750 words

CASE 2 ETHICS - Informational Privacy - Essay Example The question is: Should Justin Ellsworth's parents have been given access to his e-mail? Utilitarianism says that this action is right because his parents are worthy stakeholders and their happiness weigh more than a dead person’s privacy and confidentiality rights, while this action is immoral for deontological reasons because Yahoo! has a duty to its users and not their parents and because privacy and confidentiality respect people as ends and must be protected at all times. Utilitarianism says that Justin’s parents deserve access to his e-mail because this action leads to their net good, where the vital people end up being happy. Utilitarianism is a type of consequentialism, where people aim to maximize the utility of their decisions (Brooks & Dunn, 2010, p.183). This ethical theory maintains that an action is good, if it results to a net good to the greatest number of people (Brooks & Dunn, 2010, p.183). The number and nature of consequences rationalize the morality of people’s decisions. Yahoo! did the right thing when it did not release the e-mail contents immediately to Justin’s parents because they did not have the right to it. Confidentiality terms indicate that Yahoo! gives all users the assurance that the latter’s information would not be disclosed without consent from the subject. Justin Ellsworth, although dead, has privacy rights over his e-mail. Privacy is a person’s yearning to control the access of others to themselves. By keeping the e-mail contents confidential, Yahoo! respects the privacy of all users. Users appreciate the protection of their privacy through the confidentiality of their data. Their happiness is considered as a high net good of Yahoo!’s efforts for privacy and confidentiality. Justin has a right to keep his e-mail private. However, his parents’ happiness must be considered too. Using act utilitarianism, this paper evaluates specific actions, instead of the rules that aff ect them, in arriving at moral decisions (Ferrell, Fraedrich, & Ferrell, 2011, p.159). Parents are more important stakeholders than the general public and Yahoo! because the former are the reasons for Justin’s existence. Society should respect their interests and happiness too. If access to Justin’s e-mail content will make them happy, then their happiness is more essential than other people. Furthermore, the user is dead. His interest is not more relevant than his parents, who can gain peace of mind from his e-mail. Utilitarianism justifies the consequences, where direct family members have the right to gain access to the deceased’s information, even if it violates privacy and confidentiality. Deontology, on the contrary, asserts that Justin’s parents should not access his e-mail because of the following reasons: Yahoo! has a duty to its users, not to their families; this action cannot be universalized; and it treats Justin as a means to his parents†™ ends. Deontology is concerned of individual rights and the intentions connected to specific actions, not their consequences (Ferrell et al., 2011, p.159). Obligations and duties that impact actions are decisive elements of deontology (Brooks & Dunn, 2010, p.184). Deontologists believe that there are things that cannot be done, even when they result to the highest utility (Ferrell et al., 2011, p.159). Justin’s parents should not be able to access his e-mail

Current Scope of the Hospitality Industry Assignment

Current Scope of the Hospitality Industry - Assignment Example It comprises of small as well as large businesses including five-star hotels, small restaurants, tourists guide services, gaming services, beverages and other diversified range of products and services offered. Overall, the industry at the global and local UK level is quite diversified and caters to the needs of the target market through either standalone businesses or through a network of different services offered across different service categories. The industry is currently employing over 2 million people who are either directly or indirectly related to the industry. In 2010, the industry witnessed an increase in the overall growth by registering a 3% increase in the number of businesses being opened in the industry. Apart from this, the canteen and contract food services are witnessing the consistent increase in the activity overall the period of time.1 Women comprise of the largest part of the overall workforce of the hospitality industry in the UK with restaurants having the youngest workforce in the industry. Data from the UK suggests that there was a decline in the number of hotels opened from 1995 to 2005 however, the number of small restaurants increased during the period. Pubs also witnessed an increase in the number of new businesses being opened during the same period. The overall range of services offered by the industry includes food, lodging, transportation, theme parks, cruise lines, event planning and smaller restaurants. The overall diversity of the industry, however, is dependent upon the availability of the leisure time and the disposable income of the target market. It is also, however, critical to understanding that the industry does not have the diversity in terms of its workforce. As mentioned above, most of the workforce comprises of women, however, in restaurants, the staff is usually young showing lot of energy and will to serve the target market.  Ã‚  

Human Resources Management Master Essay Example | Topics and Well Written Essays - 4500 words

Human Resources Management Master - Essay Example HRM itself is the new avatar of 'Personnel Management'. Personnel management was largely concerned with the technical aspects of hiring, evaluating, training, and compensating employees. HRM on the other hand leaves scope for career building of the employee, development of a professional relationship and the satisfaction aspect. as per the latest trend, the 'individual' acquires a central place in the HR policies being devised by the management. HRM mainly intends to bring optimum out of the individual so that the company gets maximum output and in turn the individual too gets his due share of profit. This further inspires the individual as well as the team to perform par excellence. Human Resource Management is a very crucial and an integral part of any organization. The very fact that now people are being considered as resource instead of liability marks the importance of human beings constituting this resource. Human Resource environment as such is affected mainly by the following five factors; ii. i. Economic: The economic environment of host country, inflation rates, growth factors and the levels of unemployment affect the HR policies. ii. Demographic: The demographic composition of the workforce like the communities involved, the caste consideration (this becomes a reasonable factor in case of some of the developing economies), the male-female composition, the population density of the country/ region also helps in devising effective HR strategies. iii. Socio-cultural: Religion and culture never tell a person to 'not to work', yet people of some socio-cultural background are found to be less workaholic than others. The effect of family systems like 'Joint family system' or 'Nuclear family system' become crucial factors in forming the habits of individuals and thus formulating of HR policies. Employees sometimes prefer flexibility in their work schedule depending upon the local festive season, local climatic conditions etc. iv. Technological: Rapid technological advancements have reduced the dependence on muscle power to a certain extent. Modernization and automation lead to increased accuracy and less redundancy in the output while increasing the comfort level of the workforce. v. Politico Legal: Prevailing political situation in the country, the party in power, the ideology of government functionaries affect the business environment. Whether it's a democracy, autocracy, monarchy, one party system, or a multi-party system gives enough room for strategy planners to devise HR policies accordingly. The law of the land has always to be kept in mind while doing the recruitments or managing the human resources. For example in some countries, formation of 'workers union' is not allowed while in some others it's mandatory. All these efforts are to be kept in mind while devising strategies/ policies for HRM, with the prime objective of HRM being 'developing congruence between individual goals and organizational objectives while striving for realizing higher standards of performance, satisfaction and quality of working life'. The HR manager is therefore directly responsible towards the retention and upkeep of 'human assets' in an

Christian Counseling Ethics Code Analysis Paper Essay

Christian Counseling Ethics Code Analysis Paper - Essay Example Competences, confidentiality and informed consent are the three sections of the codes that are examined for differences and similarities. This code has nine points under the heading competence which include honoring the call to competent Christian counseling, duties to consult and refer, consultation practice, referral practice, seeking Christian help, avoiding counsel against professional treatment, duties to study and maintain expertise, maintaining integrity to work, reports and relations, and protective action when personal problems interfere. The AACC Code of Ethics stresses that Christian counselors make only realistic statements about their identity, education, experience and the counseling goals (AACC 2004, ES1-200). Moreover, the professional counseling (such as medical or psychiatric treatment) is not avoided or advised against even if the providers may not be a Christian. ACA Code of Ethics has eight key points which include: boundaries of competence, new specialty areas of practice, qualified for employment, monitor effectiveness, consultation on ethical obligations, continuing education, impairment, and counselor incapacitation or termination of practice. The emphasis is made on the high competence of counselors who gain knowledge and skills pertinent to working with the diverse client population (ACA 2005, Section C). Counselors are able to practice in specialty areas which is new to them only after the appropriate education is gained and the experience monitored. Consulting with other specialists is highly encouraged however within the ethical boundaries. Differences and Similarities Despite the fact that both Codes are talking about competence issues, it appears that the issue is being discussed from completely different standpoints. AACC Code of Ethics is based on the statement that all of the information about the counselors' competence corresponds to the real facts, while ACA Code of Ethics is based on the statement that every counselor occupies the position he is eligible for, in other words according to the education and experience. One of the similarities is that both codes talk about the boundaries of competence and assistance from other specialists - such counseling is encouraged and supported by both codes for the higher benefit of the client. One of the differences is that AACC Code of Ethics makes a point that the professional help of non-Christian professionals is not avoided and advised whenever the client seems to need it. ACA Code of Ethics does not have such a point under "Competence" section. The reason for this difference is obvious: AACC supp orts the counseling based on the Christian moral values and similar institutions often avoid advising outside help from non-Christian institutions. There is no need to make any statement about this in ACA Code of Ethics because it is not based on Christian principles. In addition, both Codes are talking about the monitoring of effectiveness and cases of counselor's impairment. These points need to be addressed in both codes because these processes are impacting the quality of service provided to the clients. Informed Consent AACC Code of Ethics "Christian counselors secure client

Prejudice and Descrimination Essay Example for Free

Prejudice and Descrimination Essay Stereotyping, prejudice, and discrimination are a part of everyday lives. A set of generalized beliefs and expectations about a specific group and its members is known as stereotyping. Stereotyping can often times lead to prejudice, a negative, or positive, evaluation of a group and its members. Common stereotypes and forms of prejudice involve racial, religious, and ethnic groups. Acting on these negative stereotypes results in discrimination which is a behavior directed towards individuals on the basis of their membership in a particular group. (Feldman, 2010) Throughout this paper I will discuss why prejudice and discrimination exist, some examples throughout history and how to reduce it. Where does prejudice and discrimination come from? According to Robert S Feldman â€Å"No one has ever been born disliking a specific racial, religious, or ethnic group. † (Feldman, 2010) People learn to hate. Stereotyping and prejudice behaviors come from parents, other adults, and peers. At a young age children are taught to have negative feelings about members of various groups. This learning starts as early as the age of three. The mass media also teaches about stereotyping, not just for children but for adults as well. When inaccurate portrayals are a primary source of information about a minority group, they can lead to unfavorable stereotypes. (Feldman, 2010) Throughout history we have seen many examples of prejudice and discrimination. A well known example would be the Holocaust. During 1939 through 1945 Adolf Hitler was obsessed with clearing Germany of all foreign races including the Jewish population. Hitler believed that the Jewish citizens were keeping the country from prospering economically, politically, and socially. Because of this Hitler began to abolish German Jews and at the end of 1945 nearly six million Jewish people were murdered because of Hitler’s discrimination (RB 66). The Holocaust may have taken place more than fifty years ago in another country, but prejudice and discrimination is still alive today all over the United States. The September 11th terrorist attacks have caused stereotypes, prejudice and discrimination to occur towards the Muslim religion. The Muslim religion follows the 6 Pillars of Islam, the last pillar is Jihad. Many Americans have the idea that Jihad means â€Å"Holy War† and that it is part of the Muslim religion to attack and terrorize other religions, when in fact Jihad means â€Å"The obligation to strive to spread the religion over the world†. Many religions also believe it is there duty to teach their religion, just how Christians have missionaries. Both of these examples show just how serious discrimination can be. How can the world diminish prejudice and discrimination? According to Robert S Feldman, psychologists have developed several strategies that have proved effective. The first is to increase contact between the target of stereotyping and the holder of the stereotype research shows that increasing the amount of interaction between groups can reduce negative stereotyping. The second is to make values and norms against prejudice more conspicuous. Just reminding people about the values they already hold regarding equality and fair treatment of others. Similarly, people who hear others making strong, anti-racism statements are subsequently more likely to strongly condemn racism. The third and most direct means of changing stereotypical and discriminatory values is providing information about the targets of stereotyping. Educate people to be more aware of positive characteristics of targets of stereotyping. (Feldman, 2010) Prejudice and discrimination is all around us. No one is born to discriminate. Parents, peers and even mass media are teaching children as young as three to discriminate towards various groups of people. History has shown us just how far one person’s prejudice can go. It starts out as a basic stereotype towards one group of people and evolves into hate and discrimination that takes years to stop. Fortunately psychologists have seen the damage of prejudice and discrimination and have found that increase contact, demonstrating positive values against prejudice, and education are ways to reduce it. (Feldman, 2010) Although prejudice and discrimination continues to exist Gandhi, Cesar Chavez and Martin Luther King have been strong examples of how to reduce it one day at a time. . Resources Botwinick, Rita. A History of the Holocaust. New Jersey: Pearson Prentice Hall, 2004. Friedman, N. L. (1985). Teaching about the holocaust. (4 ed. , Vol. 12). American Sociological Association. Feldman, R. S. (2010). Psychology and your life. (p. 584). New York, NY: McGraw-Hill. Gilbert, D. T. , Fiske, S. T. , Lindzey, G. (1998). The handbook of social psychology . (4 ed. , Vol. 2). New York, NY: McGraw-Hill.

Conflicting Perspectives Essay Example for Free

Conflicting Perspectives Essay Composers are able to evoke in the audience certain reactions to characters or events in their texts by presenting conflicting perspectives on different issues through the manipulation of the language forms and features of their medium, often communicating their own ideas about issues in question, which results in the creation of meaning within their texts. (?). David Guterson in his 1995 novel Snow Falling on Cedars (Snow) and Henry Bean in his 2001 film The Believer (Believer) demonstrate conscious choices made regarding structure and techniques in the construction of their texts in order to represent conflicting perspectives exploring ideas on racial prejudice and hatred and cultural contrasts and thus engage the audience. Composers can examine racial/religious prejudice brought on by war by using form specific techniques to present conflicting perspectives on the same event, designed to incite certain audience responses. Guterson, in Snow, purposely presents conflicting perspectives between Arthur Chambers and Hatsue and other members of the white community on San Piedro, particularly Etta Heine, in order to draw sympathy for the treatment of the Japanese after Pearl Harbour is bombed. Arthur is empathetic towards them, saying in his local paper the San Piedro Review, â€Å"†¦ those of Japanese descent on this island are not responsible for the tragedy at Pearl Harbour. Make no mistake about it.† The high modality language and short, direct sentences used by Guterson highlights Arthur’s deeply-held opinion of the innocence of the Japanese on the island. In support of Arthur’s argument, Hatsue, through the narrative’s non-linear structure, recalls her pain and confusion at the treatment of her people, saying, â€Å"It just isn’t fair – it’s not fair. How could they do this to us, just like that?† The emotive appeal in addition to Arthur’s article triggers audience support of the Japanese community. Guterson, however, also presents the contrasting racial hatred of the white islanders towards the Japanese. Etta Heine justifies the deportation of the Japanese with blunt, monosyllabic sentences – â€Å"They’re Japs†¦ We’re in a war with them. We can’t have spies around.† The use of the derogative term â€Å"Japs† and the distinct differentiation between â€Å"them†, the Japanese, and â€Å"we†, the white people, illustrates her bigoted hatred of the Japanese. Through the conflicting perspectives of Etta against Arthur and Hatsue, Guterson sways the audience to feel for the ill treatment of the Japanese, and shows them his own opinion on the negative effect of racism in wartime on the perceptions and conduct towards certain groups. Conflicting perspectives are established by Bean in Believer between Daniel, a neo-Nazi who is paradoxically a Jew himself, and a number of Holocaust survivors pertaining to the strength of their actions during WWII which aims to convey a pro-Jewish sentiment to audiences. At a sensitivity training session, Danny is enraged at a Jewish man’s lack of action while watching his son being murdered by a Nazi during the Holocaust. Rapidly cutting over-the-shoulder shots between Danny and the Jews indicate their opposing views. A close-up of Danny when he is asked by the Jews what he would have done in the situation shows his contempt and incredulous disbelief of the Jews’ weakness as he replies â€Å"Not what he did. Just stand there and watch?† Bean immediately employs a close-up reaction shot of the female Jew who rebuts with, â€Å"How do you know? You’ve never been tested like he has. Here in his rich, safe, stupid country it is so easy to imagine oneself a hero.† The personal address through 2nd person and the accumulation of adjectives to build a negative image of America strongly opposes Danny’s prejudiced conviction that Jews are pathetic, and also appeals to audiences the idea that religious prejudice towards Jews is unjustified. As Guterson does in Snow, conflicting perspectives are represented by Bean in order to sway his audience to respond negatively to unfounded sentiments of prejudice. Conflicting perspectives between characters can be used by composers to control the way in which an audience perceives them by exploring the cultural clashes that exist in the text as a reflection of societal (or social?) behaviour. In Snow, Guterson presents conflicting perspectives between Kabuo and the jury during his murder trial. In the opening chapter, a vivid description of Kabuo’s posture and expression is given from the jury’s perspective; he is shown as â€Å"proudly upright†¦ rigid†¦ detached.† This initial portrait portrait of Kabuo makes him suspicious not only to the jury but also to the audience, as Hatsue tells Kabuo using a simile that he â€Å"looks like one of Tojo’s soldiers.† However, Guterson, through the novel’s non-linear structure, refutes this perspective by explaining Kabuo’s behaviour to the audience via a flashback. Through his father’s teachings that â€Å"the greater the composure, the more revealed one was†, the audience learns the reason behind Kabuo’s unemotional stance. Third person omniscient allows the audience to sympathise with Kabuo’s emotive explanation that â€Å"he sat upright in the hope that his desperate composure might reflect the shape of his soul.† Guterson, through conflicting perspectives, influences his audience to understand Kabuo and the impact of contrasting cultural values on the perception of an individual. In Believer, Bean likewise shows contrasting opinions between Danny, who cannot fully repress his secret Jewish identity, and his anti-Semitic ‘skinhead’ friends to create audience sympathy for Danny’s inner struggles with the opposing aspects of his identity. When Danny and his friends break into a synagogue, Daniel shows a surprising respect for his religion which clashes with those of the other neo-Nazis. This directly conflicts with Danny’s character established at the film’s opening, when he violently beats up a Jew for no apparent reason. Wearing a brown shirt symbolising the Nazi SA (brown-shirts), Danny’s dark costuming contrasts with the light coloured one of his Jewish victim, highlighting the evil in his nature. Bean, however, challenges the audience’s view of Danny in order to allow them to understand his conflicting identities. In one frame, Danny is in the foreground walking down an aisle, which is juxtaposed with the othe r Nazis vandalising the synagogue. Their loud, raucous whooping contrasts to that of Danny’s respectful silence, highlighting their different treatments of the Jewish culture. When one of the Nazis tears up a Torah, a sacred Jewish text, after much opposition from Danny, a reaction shot of him shows sadness and pain accompanied by melancholy music, underlining Danny’s unspoken deference for Judaism. Bean’s portrayal of conflicting perspectives on Jewish culture incites the audience to respond more sympathetically towards Danny, and to understand that his veneer is a product of cultural differences in his society. The composers in Snow and Believer have effectively utilised techniques within their medium to represent conflicting perspectives about racial or religious prejudice and cultural differences in order to provoke certain audience responses to the characters, events or situations in their story. This includes reactions of sympathy for a certain perspective or disbelief and even dislike of opposing perspectives. In this way, the composers connect to the audience and generate meaning within their texts. In Snow, Hatsue is confined by the traditions of her culture, as shown when her mother Fujiko says to her â€Å"don’t allow living among the hakujin to become living intertwined with them. Your soul will decay†¦ rot and go sour.† The change in language to refer to the Americans as hakujin and the emotive metaphor of Hatsue’s breakdown of purity highlights Fujiko’s dislike of American culture. This

Yips Drivers Of Globalisation Management Essay

Yips Drivers Of Globalisation Management Essay There is an increasing trend to market globalisation for a variety of reasons. In some markets, customer needs and preferences are becoming more similar. The opening of McDonalds outlets in most countries of the world signalled similar tendencies in fast food. As some markets globalise, those operating in such markets become global customers and may search for suppliers who an operate on a global basis. The development of global communication and distribution channels may drive globalisation- the obvious example being the impact of the internet. Marketing policies, brand names and identifies, and advertising may all be developed globally. This further generates global demand and expectations from customers, and may also provide marketing cost advantages for global operators. Cost globalisation may give potential for competitive advantage since some organisations will have greater access to and/be more aware of these advantages than others. There might also be cost advantages from the experience built through wider scale operations. Other cost advantages might be achieved by central sourcing efficiencies from lower cost suppliers across the world. Country specific costs such as labour or exchange rates, encourage businesses to search globally for low cost in these respects as ways of matching the costs of competitors that have such advantages because of their location. For example given increased reliability of communication and cost differentials of labour, software companies and call centres are being located in India, where there is highly skilled but low cost staff. Other businesses face high costs of product development and may see advantages in operating globally with fewer products rather than incurring the costs of wide ranges of products on a more limited geographical scale. The activities and policies of governments have also tended to drive the globalisation of industry. Changes in the macro environment are increasing the global competition, which, in turn, encourages further globalisation. If the levels of exports and imports between countries are high, it increases interaction between competitors on a more global scale. If a business is competing globally, it also tends to place globalisation pressures on competitors, especially if customers are also operating on a global scale. Porters 5 forces (diagram p.80) Porters five forces framework was originally developed as a way of assessing the attractiveness of different industries. As such it can help identifying the sources of competition in an industry or sector. Although initially used with businesses in mind, it is of value to most organisations. It must be used at the level of SBUs and not at the level of the whole organisation. For example an airline might compete simultaneously in several different arenas such as domestic and long haul, and target different customer groups such as leisure, business ad freight. The impact of competitive force may be different for each of theses SBUs. Understanding the connections between competitive forces and the key drivers in the macro environment are essential. For example technological changes can destroy many of the competitive advantages and barriers that have protected organisations historically. The five forces are not independent of each other. Pressures from one direction can trigger off changes in another in dynamic process of shifting sources of competition. Competitive behaviour may be concerned with disrupting these forces and not simply accommodating them. Threat of entry will depend on the extent to which there are barriers to entry. These are factors that need to be overcome by new entrants if they are to compete successfully. These should be seen as providing delays to entry and not as permanent barriers to determined potential entrants. They may deter some potential entrants but not others. Typical barriers are as follows- Economies of scale The capital requirement of entry. The capital cost of entry will vary according to technology and scale. Access to supply or distribution channels. In many industries manufacturers have had control over supply or/and distribution channels. Customer or supplier loyalty. It is difficult for a competitor to break into an industry if there are one or more established operators that now the industry well and have good relationships with the key buyers and suppliers. Experience. Early entrants into an industry gain experience sooner than others. This can give them advantage in terms of cost and/or customer/supplier loyalty. Legislation or government action. Legal restraints on competition vary from patent protection, to regulation of markets through to direct government action. Threat of substitutes. Substitutes reduces demand for a particular class of products as customers switch to the alternatives-even to the extent that this lass of products or services become obsolete. This depends on whether a substitute provides a higher perceived benefit or value. Substitution may take different forms- There could be product for product substitution- for example email, substituting for a postal service. There may also be other organisations that are complementors-meaning that they have products and services that make organisations products more competitive-and vice versa. There may be substitution of need by a new product or service, rendering an existing product or service redundant. For example, more reliable and cheaper domestic appliances reducing the need for maintenance and repair services. Generic substitution occurs where products or services compete for disposable income, for example furniture manufacturers compete for available household expenditure with suppliers of televisions, videos, cookers, cars and holidays. The power of buyers and suppliers. Buyer power is likely to be high when some of the following conditions prevail. There is a concentration of buyers, particularly if the volumes purchased by buyers are high and/or the supplying industry comprises a large number of small operators. This is the case on items such as milk in the grocery sector in many European countries, where just a few retailers dominate the market. The cost of switching a supplier is low or involves little risk-for example, if there are no long term contract or supplier approval requirements. There is a threat of the supplier being acquired by the buyer and/or the buyer setting up in competition with the supplier. This is called backward integration and might occur if satisfactory prices or quality from suppliers cannot be obtained. Supplier power is likely to be high when: There is a concentration of suppliers rather than a fragmented source of supply. The switching costs from one supplier to another are high, perhaps because an organisations processes are dependant on the specialist products of a supplier, as in the aerospace industry, or where a product is clearly differentiated-such as Microsoft products. There is the possibility of the suppliers competing directly with their buyers(this s called forward integration) if they do not obtain the prices, and hence the margins, that they seek. Competitive rivals are organisations with similar products and services aimed at the same customer group. There are a number of factors that affect the degree of competitive rivalry in an industry or sector: The extent to which competitors are in balance. Where competitors are of roughly equal size there is the danger of intense competition as on competitor attempts to gain dominance over another. Industry growth rates may affect rivalry. The idea of the life cycle suggests that the stage of development of an industry or sector is important in terms of competitive behaviour. High fixed costs in an industry, perhaps through capital intensity, may result in price wars and low margins if industry capacity exceeds demand as capacity fill becomes a prerogative. Where there are high exit barriers to an industry, there is again likely to be the persistence of excess capacity and, consequently, increased competition. Differentiation can, again, be important. In a commodity market, where products r services are undifferentiated, there is little to stop customers switching between competitors increasing rivalry. The following questions help focus on the implications of these forces- Are some industries ore attractive than others? This was the original purpose of the 5 forces model, the argument being that an industry is attractive when the forces are weak. For example, if entry is difficult, suppliers and/or buyers have little power and rivalry is low. What are the underlying forces in the macro environment that are driving the competitive forces? For example, the lower labour costs for software and service operators located in India are both an opportunity and a threat to European and US companies. So five forces needs to be linked to PESTEL as mentioned earlier. Critical success factors-from the potential providers viewpoint it is valuable to understand which features are of particular importance to a group of customers(market segment). These are known as the critical success factors. Critical success factors are those product features that are particularly valued by a group of customers and, therefore, where the organisation excel to outperform competition. Strategic capability can be defined as the adequacy and suitability of the resources and competences of an organisation for it to survive and prosper. Tangible resources- are the physical assets of an organisation such as plant, labour and finance. Intangible resources- are non physical assets such as information, reputation and knowledge. Typically, an organisations resources can be considered under the following 4 categories: Physical resources- such as the number of machines, buildings or the production capacity of the orgnaisation. The nature of these resources, such as the age, condition, capacity and location of each resource, will determine the usefulness of suc resources. Financial resources- such as captal, cash, debtors, and creditors, and suppliers of money (shareholders, bankers, etc) Human resources- including the number and mix of people in an organisation. The intangible resource of their sills and knowledge is also likely to be important. This applies both to employees and other people in an organisations networks. In knowledge based economies people do genuinely become the most valuable asset. Intellectual capital is an important aspect of the intangible resources of an organisation. This includes patents, brands, business systems and customer databases. There should be no doubt that these intangible resources have a value, since when businesses are sold part of the value is goodwill. In a knowledge based economy intellectual capital is likely to be a major asset of many organisations. Such resources are certainly important but what an organisation does-how it employs and deploys its resources-matters at least as much as what resources it has. There would be no point in having state of the art equipment or valuable knowledge or a valuable brand if they were not used effectively. The efficiency and effectiveness of physical or financial resources, or the people in an organisation, depends on not just their existence bt how they are managed, the cooperation between people, their adaptability, their innovatory capacity, the relationship with customers and suppliers and the experience and learning about what works well and what does not. Competences is used to mean the activities and processes through which n organisation deploys its resources effectively. In understanding strategic capability, the emphasis is, then, not just on what resources exist but on ho they are used. Threshold capabilities are those essential for the organisation to be able to compete in a given market. Without these an organisation is unlikely to be able to survive in the market. The first 2 basic questions are- -what are the threshold resources needed to support particular strategies? If an organisation des not possess these resources it will be unable to meet customers minimum requirements and therefore be unable to continue to exist. For example, the increasing demands by modern multiple retailers made on their suppliers means that those suppliers have to possess quite sophisticated IT infrastructure to stand a chance of meeting retailer requirements. Threshold levels of capabilities will change and will usually rise over time as critical success factors change and through the activities of competitors and new entrants. An example is the way in which the premier league developed during the 1990s created a gulf between those who were able to spend money on players and who were not. While threshold capabilities are fundamentally important they do not of themselves create competitive advantage. Competitive advantage is more likely to be created and sustained if the organisation if the organisation has distinctive or unique capabilities that competitors cannot imitate. This may be because the organisation has unique resources. Unique resources- are those resources that critically underpin competitive advantage and that others cannot imitate or obtain. It is, however, more likely that an organisation is able to achieve competitive advantage because it has distinctive, or core, competences. Core competences- are taken to mean the activities and processes through which resources are deployed in such a way as to achieve competitive advantage in ways that others cannot obtain or imitate. For example, supplier that achieves a competitive advantage in a retail market might have done so on the basis of a unique resource such as powerful brand, or by finding ways of providing service or building relationships with that retailer in ways that its competitors find it difficult to imitate, a core competence. The summary argument is this. To survive and prosper an organisation needs to address the challenges of the environment that it faces. In particular it must be capable of delivering against the critical success factors that arise from demands and needs of its customers. The strategic capability to do so is dependant on the resources plus the competences it has. These must reach a threshold level in order for the organisation to survive. The further challenge is to achieve competitive advantage. This requires it to have strategic capabilities that its competitors find difficult to imitate or obtain. These could be unique resources but are more likely to be the core competences of the organisation. Cost efficiency An important strategic capability in any organisation is to ensure attention is paid to achieving and continually improving cost efficiency. This will involve having both appropriate resources and the competences to manage costs. The management of the cost base of an organisation could be a basis for achieving competitive advantage. However, for many organisations in many markets this is becoming a threshold strategic capability for 2 reasons; First, because customers do not value product features at any price. If the price rises too high they will be prepared to sacrifice value and opt for a lower priced product. Second, competitive rivalry will continually require the driving down of cost because competitors will be trying to reduce their cost so as to under price their rivals while offering similar value. Sustainable competitive advantage If capabilities of an organisation do not meet customer needs, at least to a threshold level, the organisation cannot survive. If it cannot manage its costs efficiently and continue to improve on this, it will be vulnerable to those who can. However, if the aim is to achieve competitive advantage then this itself is not enough. The question then becomes, what resources and competences might provide competitive advantage in ways that can be sustained over time? If this is to be achieved, then strategic capability has to meet other criteria. It is important to emphasise that if an organisation seeks to build competitive advantage it must meet the needs and expectations of its customers. There is little point in having capabilities that are valueless in customer terms; the strategic capabilities must be able to deliver what the customer values in terms of product or service. Given this fundamental requirement, there are then other key capability requirements to achieve sustainable competitive advantage. Rarity of strategic capabilities Competitive advantage cannot be achieved if the strategic capability of an organisation is the same as other organisations. It could, however, be that a competitor possesses some unique r rare capability providing competitive advantage. For example some libraries have unique collections of books unavailable elsewhere. Competitive advantage could also be based on rare competences such as years of experience in, for example, brand management or building relationships with key customers; or perhaps the way in which different parts of a global business have learned to work harmoniously. Rarity may depend on who owns the competence and how easily transferable it is. For example, the competitive advantages of some professional service organisations are built around the competence of specific individuals- such as a doctor in leading edge medicine. An organisation may have secured preferred access to customers or suppliers perhaps through an approval process or by winning a bidding process. This may be particularly advantageous if this approval for access cannot be obtained without a specific history of operation or having followed a specified development programme-say with pharmaceutical products. This means that a competitor cannot find a short cut to imitation. Some competences are situation dependant and not transferable because they are only of value if used in a particular organisation. For example, the systems for operating particular machines are not applicable to organisations that do not use those same machines. Sometimes incumbent organisations have advantage because they have sunk costs that are already written off and they are able to operate at significantly lower overall cost. Other organisations would face much higher costs to set up to compete. Whilst rarity of strategic capabilities can, then, provide the basis of competitive advantage, there are dangers of redundancy. Rare capabilities may come to be core rigidities difficult to change and damaging to the organisation and its markets. Robustness of strategic capabilities (diagram p.128) It should be clear by now that the search for strategic capability that provides sustainable competitive advantage is not straightforward. It involves identifying capabilities that are likely to be durable and which competitors find difficult to imitate or obtain. Indeed the criterion of robustness is sometimes referred to as non-imitable. Advantage is more likely to be determined by the way in which resources are deployed to create competences in the organisations activities. For example, as suggested earlier an IT system itself will not improve an organisations competitive standing; it is how it is used that matters. Indeed what will probably make most difference is how the system is used to bring together customer needs with areas of activities and knowledge both inside and outside the organisation. It is therefore to do with linking sets of competences. Core competences are likely to be the liked activities or processes through which resources are deployed in such a way as to achieve competitive advantage. They create and sustain the ability to meet the critical success factors of particular customer groups better than other providers and in ways that are difficult to imitate. In order to achieve this advantage, core competences therefore need to fulfil the following criteria: -they must relate to an actitvity or process that underpins the value in the product or service features-as seen through the eyes of the customer. -the competences must lead to levels of performance that are significantly better than competitors. -the competences must be robust-that is, difficult for competitors to imitate. Stakeholders are those individuals or groups who depend on an organisation to fulfil their own goals and on whom, in turn, the organisation depends. Important external stakeholders usually include financial institutions, customers, suppliers, shareholders and unions. External stakeholders can be usefully divided into 3 types in terms of the nature of their relationship with the organisation and therefore, how they might affect the success or failure of a particular strategy. -stakeholders from the market environment such as suppliers, competitors, distributors, shareholders. These stakeholders have an economic relationship with the organisation and influence the value creation process as members of the value network. -stakeholders from the social/political environment such as policy makers, regulators, government agencies who will influence the social legitimacy. -stakeholders in the technological environment such as key adopters, standards agencies and owners of competitive technologies who will influence the diffusion of new technologies and the adoption of industry standards. These 3 sets of stakeholders are rarely of equal importance in any specific situation. For example the technological group are clearly crucial for strategies of new product introduction whilst the social/political group are usually particularly influential in the public sector context. Since the expectations of stakeholder groups will differ, it is quite normal for conflict to exist regarding the importance or desirability of many aspects of strategy. Stakeholder mapping identifies stakeholder expectations and power and helps in understanding political priorities. It underlines the importance of 2 issues: -How interested each stakeholder group is to impress its expectations on the organisations purposes and choice of specific strategies. -Whether stakeholders have the power to do so. Power/interest matrix(diagram p.182) It seeks to describe the political context within which an individual strategy would be pursued. It does this by classifying stakeholders in relation to the power they hold an the extent to which they are likely to show interest in supporting or opposing a particular strategy. Stakeholder mapping might help in understanding better some of the following issues: -whether the actual levels of interest and power of stakeholders properly reflect the corporate governance framework within which the organisation is operating. -who the key blocker and facilitors of a strategy are likely to be and how this could be responded to. -whether repositioning of certain stakeholders is desirable and/or feasible. -maintaining the level of interest or power of some key stakeholders may be essential. Equally it may be necessary to discourage some stakeholders from repositioning themselves. Stakeholder groups are not usually homogeneous but contain a variety of sub groups with somewhat different expectations and power. Most stakeholder groups consist of large numbers of individuals (such as customers or shareholders), and hence can be thought of largely independently of the expectations of individuals within this group. Power Power is the mechanism by which expectations are able to influence purposes and strategies. It has been seen that, in most organisations, power will be unequally shared between the various stakeholders. For the purposes of this discussion, power is the ability of individuals or groups to persuade, induce or coerce others into following certain courses of action. There are many different sources of power. On the other hand, there is power that people or groups derive from their position within the organisation and through the formal corporate governance arrangement. since there are a variety of different sources of power, it is useful to look for indicators of power, which are the visible signs that stakeholders have been able to exploit one or more of the sources of power. Corporate parent The levels of management above that of business units are referred to as the corporate parent. So, a corporate centre or the divisions within a corporation which look after several business units act in a corporate parenting role. The corporate parent refers to the levels of management above that of business units and therefore without direct interaction with buyers and competitors. The discussion does not only relate to large conglomerate businesses. Even small businesses may consist of a number of business units. For example, a local builder maybe undertaking contract work for local government, work for industrial buyers and for local homeowners. Product/market diversity An underpinning issue related to how a corporate parent may or may not add value to that created by its business units is the extent and nature of the diversity of the products or services it offers. Diversification may be undertaken for a variey of reasons some more value creating than others. These are as follows- First, there may be effieciency gains from applying the organisations existing resources or capabilities to new markets and products or services. These are known as economies of scope. Second, there may also be gains from applying corporate managerial capabilities to new markets and products and services Third, having a diverse range of products or services can increase market power. With a diverse range of products or services, an organisation can afford to susidise one product from the surpluses earned by another, in a way that competitors may not be able to. Related diversification can be defined as strategy development beyond current products and markets, but within the capabilities or value network of the organisation. For example procter and gamble and unilever are diversified corporations, but virtually all of their interests are in fast moving consumer goods distributed to retailers, and increasingly in building global brands in that arena. Related diversification is often seen s superior to unrelated diversification, In particular because it is likely to yield economies of scope. However, it is useful to consider reasons why related diversification can be problematic. These include- -the time and cost involved in top management at the corporate level trying to ensure that the benefits or relatedness are achieved through sharing or transfer across business units. -the difficulty for business unit managers in sharing resources with other business units, or adapting to corporate wide policies, especially when they are incentivised and rewarded primarily on the basis of the performance of their own business alone. Unrelated diversification is the development of products or services beyond the current capabilities or value network. Unrelated diversification is often described as a conglomerate strategy. Because there are no obvious economies of scope between the different businesses, but there is an obvious cost of the headquarters, unrelated diversification companies share prices often suffer. It is important also to recognise that the distinction between related and unrelated diversification is a matter of degree. It is the role of any corporate parent to ensure it does add value rather than to destroy it. Indeed how many corporate parents create value is central not only to the performance of companies but also to their survival. (diagram p.309)The portfolio manager is, in effect, a corporate parent acting as an agent on behalf of financial markets and shareholders with a view to enhancing the value attained from the various businesses in a more efficient and effective way than financial markets could. Its role is to identify and acquire under-valued assets or businesses and improve them. It might do this, for example, by acquiring another corporation, divesting low performance businesses within it and encouraging the improved performance of those with potential. Portfolio managers seek to keep the cost of the centre low, for example by having a small corporate staff with few central services, leaving the business units alone so that their chief executives have a high degree of autonomy. Synergy manager a corporate parent seeking to enhance value across business units by managing synergies cross business units. Resources or activities might be shared, for example, common distribution systems might be used for different businesses, overseas offices may be shared by smaller business units acting in different geographical areas. There may exist common skills or competences across businesses. The parental developer seeks to employ its own competences as a parent to add value to its businesses. Rather parental developers have to be clear about the relevant resources or capabilities they themselves have as parents to enhance the potential of business units. The parental developer; a corporate parent seeking to employ its own competences as a parent to add value to its businesses and build parenting skills that are appropriate for their portfolio of business units. Managing the corporate portfolio This section is to do with the models managers might use to make sense of the nature and diversity of the business units within the portfolio, or businesses they might be considering adding given the different rationales described above. A number of tools have been developed to help managers choose what business units to have in a portfolio. Each tool gives more or less focus on one of these criteria: -the balance of the portfolio, eg in relation to its markets and the needs of the corporation; -the attractiveness of the business units in the portfolio in terms of how profitable they are or are likely to be and how fast they are growing; and -the degree of fit that the business units have with each other in terms of potential synergies or the extent to which the corporate parent will be good at looking after them. The growth share (or BCG) matrix (diagram p.315) One of the most common and long standing ways of conceiving the balance of a portfolio of businesses in terms of the relationship between market share and market growth identified by the Boston Consulting Group. The types f businesses in such a portfolio are- -star is a business unit which has a high market share in a growing market. The business unit may be spending heavily to gain that share. -question mark or problem child is a business unit in a growing market, but without a high market share. Cash cow is a business unit with a high market share in a mature market Dogs are business units with a low share in static or declining markets. The growth share matrix permits business units to be examined in relation to (a) market (segment) share and (b) the growth rate of that market and in this respect the life cycle development of that market. It is therefore a way of considering the balance and development of a portfolio. It is argued that market growth rate is important for a business unit seeking to dominate a ma

A story to remember Essay -- Character Analysis, Irene and Clare

The two main characters of the story, Irene and Clare, leave the reader wanting to know more about the life that two very different cultures live. The racism, society, and views of all people have changed since the time period the book was based off of. Irene is left unaccepted into the world and ashamed to be a Negro, where Clare is fighting to keep her Negro past a secret to everyone around her. Reading Passing by Nella Larson is an eye opening experience that will have a lasting effect on the reader. There is a lasting anger throughout the story because of the racism of the people that are surrounding Clare and Irene. Clare’s husband, John Bellew throws around racial slurs as if blacks have no meaning in the world. Clare’s husband represents all whites and how they feel toward different cultures and races in the late 1900’s. In one part he is rudely joking with Clare about her skin color: â€Å"Well, you see, it’s like this. When we were first married, she was as white as – as—well as white as a lily. But I declare she’s getting darker and darker. I tell her if she don’t look out, she’ll wake up one of these days and find she’s turned into a nigger† (Larson 39). He is talking like being a colored person is the worst thing that could happen to someone. Whites are scared to associate with blacks because they are different from themselves, and they do not know the lives blacks live. All whites look down o n Irene and other colored people as if Ries 2 they could never be equal. Blacks were never to be treated as equal or given respect because of the color of their skin. John explains â€Å"â€Å"Oh no, Nig,† he declared. â€Å"Nothing like that with me. I know you’re no nigger, so it’s all right. You can get as black as you please as far as I’m c... ...ms with two different races dating or getting married but in one hundred years things will change. There will always be some group or some person that does not like another race but things have become better. Irene and Clare would have fit into today’s culture. Irene and Clare lived very different lives. During the time period of the book â€Å"passing† was the only way to be wanted. The late 1900’s was based off of racism, society and everyone being the same as one another. Society has changed since then and people are starting to have open eyes about the people surrounding them. Today Irene would have fit into society today without feeling discriminated against. Clare would not have been ashamed to be a Negro and live the culture that she wanted to live. After finishing, the reader understands the feelings and emotions that every one person has.

Appendicular Skeletal System Essay -- skeletal muscles, central nervous

As the smell of freshly baked Christmas cookies fill the air, the children of the house stir uncontrollably. Their olfactory nerves are picking up the delectable scents, and sending impulses they can no longer control. Though their mother said they had to wait until after dinner, they had other plans. As their mother does their laundry, slaving away on piles of dirty clothes downstairs, the children seize the opportunity to stuff their faces full of the Christmas treats. After satisfying their monstrous cravings, they realize the need to wash down the evidence; their mother is quickly approaching and the need to hurry. My paper will describe how these naughty kids accomplished the movements necessary to escape being caught; from the somas of neurons, to the cells of skeletal muscles and all the contractions produced to allow them to reach out for their water, grasp it with their devious hands and bringing it to their crumb covered lips. Movement is produced when electric impulses are sent through the neurons located within the brain to the specific muscle required for the desired reaction. These crafty kids may fool you into thinking that their actions were part of the visceral motor division [5], one in which they have no voluntary control over and unconsciously fell prey to, but they would be wrong. The interneurons, or association neurons, found within the Central Nervous System are â€Å"making decisions† on how the body will respond to the sensory impulses from their vestibulocochlear nerve while hearing their mother’s heavy footsteps coming up the stairs. These impulses are then carried through the Central Nervous System via the motor neurons to insert into the muscles via the Peripheral Nervous System [5]. Skeletal muscle then ... ... 1 Fasano, J. (September 30th, 2013). Appendicular Skeletal System. Lecture conducted from Germanna Community College Fredericksburg, VA. 2 Fasano, J. (October 9th, 2013). Joints. Lecture conducted from Germanna Community College Fredericksburg, VA. 3 Fasano, J. (November 4th, 2013). Muscle Tissue. Lecture conducted from Germanna Community College Fredericksburg, VA. 4 Fasano, J. (November 6th, 2013). Muscle Physiology. Lecture conducted from Germanna Community College Fredericksburg, VA. 5 Fasano, J. (November 13th, 2013). Nervous Tissue. Lecture conducted from Germanna Community College Fredericksburg, VA. 6 Fasano, J. (November 20th, 2013). The Brain and Cranial Nerves. Lecture conducted from Germanna Community College Fredericksburg, VA. 7 Fasano, J. (November 25th, 2013). Spinal Cord. Lecture conducted from Germanna Community College Fredericksburg, VA.

PlayBall Essay -- Sports, Student Athetes

Issue: What degree of care will PlayBall owe participants, and how might PlayBall minimize liability for failing to reach that standard of care under Washington law? Brief Answer: The duty of care PlayBall will owe participants will depend on their status as student athletes, parents, volunteers, or spectators. It will be difficult for PlayBall to limit liability for negligence involving student athletes, who are minors. The liability to adult participants may be reduced if PlayBall obtains waivers releasing PlayBall from liability or if claimant assumes the risk. Statement of Facts: The client is a newly formed, non-profit corporation here in Washington. It is called PlayBall, Inc. It was established to provide high school students, who are either home-schooled or attend small private schools that do not have their own sports teams, with opportunities to play on teams and to compete in state-wide competitions with other high-school teams. It has not started operations yet. The business plan, at this point, is that PlayBall will recruit volunteer coaches and players for three sports -- football, baseball and soccer. The players must be between 13 and 18 years old and must not have access to these team sports at the school they attend, nor be eligible to join a team at another school. Players, or their families, will pay a modest fee to join a team. The fee is designed to offset PlayBall’s administrative costs in organizing teams, sponsoring league competitions, training coaches and providing equipment. PlayBall will not provide transportation. Parents will do that. PlayBall will not be using school property, but will have their games and practices in public parks and facilities. PlayBall will not be joining Washingto... ...ntiff is injured as a result of a risk inherent in the sport, the defendant has no duty and there is no negligence.† Taylor v. Baseball Club of Seattle, 130 P. 3d 835, 838 (Wash. Ct. App. 2006). As long as the risk is reasonably foreseeable, PB should be able to avoid a duty of care to spectators. Conclusion PB should use a combination of techniques to manage risks including waivers that warn of potential risks, parental indemnity clauses, and proper training for volunteers to ensure they meet the standard of care and shift risk where possible. These are generally cost-free methods that can reduce litigation costs by waiving the rights of one party to another for negligence claims. However, because waivers cannot bar a minor’s claim, and there is always a chance of human error, it is crucial that PB purchase insurance to cover the costs of potential liability. PlayBall Essay -- Sports, Student Athetes Issue: What degree of care will PlayBall owe participants, and how might PlayBall minimize liability for failing to reach that standard of care under Washington law? Brief Answer: The duty of care PlayBall will owe participants will depend on their status as student athletes, parents, volunteers, or spectators. It will be difficult for PlayBall to limit liability for negligence involving student athletes, who are minors. The liability to adult participants may be reduced if PlayBall obtains waivers releasing PlayBall from liability or if claimant assumes the risk. Statement of Facts: The client is a newly formed, non-profit corporation here in Washington. It is called PlayBall, Inc. It was established to provide high school students, who are either home-schooled or attend small private schools that do not have their own sports teams, with opportunities to play on teams and to compete in state-wide competitions with other high-school teams. It has not started operations yet. The business plan, at this point, is that PlayBall will recruit volunteer coaches and players for three sports -- football, baseball and soccer. The players must be between 13 and 18 years old and must not have access to these team sports at the school they attend, nor be eligible to join a team at another school. Players, or their families, will pay a modest fee to join a team. The fee is designed to offset PlayBall’s administrative costs in organizing teams, sponsoring league competitions, training coaches and providing equipment. PlayBall will not provide transportation. Parents will do that. PlayBall will not be using school property, but will have their games and practices in public parks and facilities. PlayBall will not be joining Washingto... ...ntiff is injured as a result of a risk inherent in the sport, the defendant has no duty and there is no negligence.† Taylor v. Baseball Club of Seattle, 130 P. 3d 835, 838 (Wash. Ct. App. 2006). As long as the risk is reasonably foreseeable, PB should be able to avoid a duty of care to spectators. Conclusion PB should use a combination of techniques to manage risks including waivers that warn of potential risks, parental indemnity clauses, and proper training for volunteers to ensure they meet the standard of care and shift risk where possible. These are generally cost-free methods that can reduce litigation costs by waiving the rights of one party to another for negligence claims. However, because waivers cannot bar a minor’s claim, and there is always a chance of human error, it is crucial that PB purchase insurance to cover the costs of potential liability.

Consumer Motivation and the Implication on Marketing

Consumer motivation and the implication on marketing Introduction: The main purpose of marketing is to create value for customers so as to help the company to be success. Therefore, it is very important for marketers to understand its customers, especially on what motivate customers’ consumption behaviors so as to establish good marketing strategies. In this report, it aims at analysis consumer motivations. Firstly, it will start with the description the term of consumers’ needs as well as discuss different types if needs that consumers have as well as analysis the Maslow’s needs hierarchy and its implications.This is important for understanding customers’ motivation since it is the basic demand of customers that promote their motivations. Secondly, it will mainly look at and understand the process of goal setting by consumers and then it will describe the process of the motivations which was embarked by unfulfilled needs and throughout the way of tension generation, driving, consumer behavior and goal generation.Thirdly, It will look at the motivation strength and Directions, which is mainly about the result of the motivation that create certain level of influence on consumers which induce them to create a certain strength of feeling to fulfilled such unfulfilled needs as well as the effect of the external factors which produce a influence that direct consumers to make decisions. Then, the motivation conflicts will be introduced which includes three main types that are the approach –approach conflict, the approach-avoidance conflict as well as the avoidance-avoidance conflict and it will further discuss the implications on making market strategies.Finally, consumers involvement will be discuss, this is the consumers’ response to their process of motivations and it can be helpful for marketers to evaluation the marketing performance on the influence of consumers’ motivation. 1. Consumers’ needs The term of consumers’ needs is similar to the term of demand and want, which is mainly about a process or way that can satisfy each individual customers which have their unique history, learning experiences as well as their culture environment (Agrawal, 1989). It is different from consumers’ otivations, since the need is the intrinsic demand based on the nature or the experience and background of consumers, such as the need of food and drink as well as the need of entertainment. The need cannot be created by marketers; however, they can affect the purchasing behavior of customers through their influence on the motivating processes. The need can be seen as the precondition of the motivation progress, since the process of generate consumers’ motivation is depending on if they have such need as well as if such need is realized. Generally, the needs can be classified as three types.The first one is the innate needs, which arise from the nature of human being For example; peop le need food, drink, air and shelter. These needs are necessary to maintain their lives and therefore, they are also termed as the biogenic needs. The second type of need is named as the psychogenic needs, which is relevant to the desire to be involved in the society and become a member of a culture. For example, the need of power, statuses as well as affiliation are subject to this category. The third one is called as the utilitarian or hedonic needs. This utilitarian need is a need for a tangible attributes of products as well as its durability.For example, consumers would like to buy a fuel economy car rather than a car which consume too much petrol. While the hedonic needs are subjective and experimental. For example, certain customers would like to consume milk of one particular brand rather than any others as they believe it is the best brand milk with high quality even through the price is higher and the products is of high homogeneous. One of the most important theories on n eeds is the Maslow’s Hierarchy of needs theory, which is important for guiding marketers understanding the needs of different people and thus setting strategies to better influence their motivations.In Maslow’s theory, it formulated a hierarchy of needs and in each level, the specific needs was clarified. The bottom level of need in the hierarchy is the physiological needs, which is the most proponent of all the other needs, since, if these need cannot been met, the human body would simply cannot continue to function. Examples of such needs are the need of air, water and food which is requirement for survive and the need of clothing and shelter which is requirement of protections. The next level of needs is termed as the safety needs, which is about to satisfy the feeling of security by people.This includes the requirement of personal security, financial security, health and well-being as well as the Safety net against accidents or illness and their adverse impacts. Th e upper level of need is termed as social need. It can be described as the requirement of human to satisfy their feeling a sense of belongings and acceptance, which include the needs of friendship, intimacy as well as family. The second highest level of need is self-esteem, which is the need by human being to be respected and accepted by others.Generally, there are two types of esteem needs; the first one is the need for respect of others, such as the need for status, recognition, frame, prestige and attention. The other one is the need for self-respect, such as the need for strength, competence, mastery, self-confidence, independence and freedom (Maslow, 1954). The needs at the peak of the hierarchy are self-actualization. It is described as a ‘desire as the desire to become more and more what one is, to become everything that one is capable of becoming’ (Maslow, 1954).Which illustrate the desire for a person to have its own value is realized in the society. The implic ation of Maslow’s needs hierarchy is magnitude for marketers. Firstly, it stated that human’s need can be ranked and classified as different level and without the satisfaction of the lower level of needs; it would not create motivations for people to fulfill the needs ranked on higher level. Therefore, marketers should adopt strategies approaching to motivations which should specifies certain types of product benefits people might be searching for, which is depending on the level of needs they are searching for. . Motivation process and goal setting process The term of motivation refers to the processes that cause ‘people to behave as they do’ (Runyon and Steward, 1987). Generally, it arises when the consumer realized that his or her need was not satisfied or he or she recognized a need that has never been recognized before. The process of motivation begins at the state of tension which result in the unfulfilled needs or when new needs were activated. Duri ng this stage, consumers would try to find some ways to reduce or eliminate such tension.After the needs were recognized and the tensions were generated, consumers will come into the process of goals setting. This process can be described as transferring the intangible feeling of demand and desire to the specific, measureable, attainable and realistic subjects (Runyon and Steward, 1987). For example, the lacking of water in the body of consumer would create a tension which is an undesirable feeling of thirsty, then the goal of consumer would be eliminate the bad feeling due to lack of water.Another example is that you feel short of confidence when you working in a position which needs high degree of some specific knowledge, this undesirable tension of short of confidence might induce you to find some way of gaining knowledge and make yourself more confident. After the goal was setting, consumers will formulating a goal intension, such as buying a bottle of juice or water or a decisi on on take participate in part time study in universities.Then an action planning is needed to specify the approach of achieving the goal, this is a more detail projects for each consumer, such as what kind of drinks and which brand should be chosen or when, which university should you take participate in and how long should it be enough to improve the knowledge. Then consumers need to make an action initiation and the process of control so as to attain the goal (Shail and Antoine, 2006). The implication on the understanding of the goal setting process on motivation is that this can be affected by various factors.An individual consumer would select certain goals rather than others based on factors such as his or her personal experiences, Physical capacity, the academic and culture background as well as the accessibility in the physical and social environment. Also, these factors can be further divided into two types. The first one is the intrinsic factor, which comes from the inside of the consumers themselves, such as the feeling of fitter, stronger and healthier as well as being capable of doing things that they never try before.While the extrinsically factors are those factor outside the consumers themselves. For example, people who are doing routine exercises for the sake of lose weight, gaining muscle or just looking better, even though they might not enjoy the process of exercise itself. Therefore, when considering consumer motivations, it is mainly the extrinsic factors that marketer need to make consideration and investigation so as to generate relevant marketing strategies which can drive consumers to matching their goals with the products that produced by the company.Further, it should also be noted that the process of goal setting by consumers are not purely based on motivations, rather, it also based on rationality. The rationality means consumers would select goals based on the overall objective criteria to satisfy their needs, those criteria incl ude the size, price or the weight. For example, when a consumer decides to buy a bag of flour, he will just choose the home-brand bag produced by the supermarket itself which is simply because this is the cheapest one. Also, customers’ selecting of certain goals is based on emotional motives which are quire subjective.For example, when certain consumers decides to buy a bag of flour, they would buy some particular brand no matter what the price is and how similar this products to the bag flour on other brands. This implicated that not all goals or not all customers can be motivated, since they also selecting goals based on rationality. therefore, when setting marketing strategies, it is important to understanding the customers’ behavior as well as what kinds of goal setting process would be more rely on motivating factors.For example, when a company producing a products which is mainly selected under rationality, the company should pay more attention on factors such as the price, size as well as it utilities. While when producing a products which is mainly selected under motivation, the company should invest more on the appearance of the products, the loyalty of the brand as well as advertizing. 3. Motivation strength and directions The motivation strength is used to evaluate the degree or power of the motivation on the process of goal setting, after the goal is attained and the tension is reduced.In this stage, motivation is described as a sort of power that drives consumers to take actions to settle their goals (Koler, 1994). This is specifically importance when there is a conflict between different needs of consumers. For example, a consumer is desired to eat nice fat food while at the mean time, he or she wish to lose some weight and being looked better. These two demands are conflict with each other, and then the action by consumers would affected might the strengthens of emotion to achieve the goal, which means, if the consumer has a strong emotion of losing weight, then he or she is more likely to give up a nice dinner.Therefore, it can be found that maintain a certain level of motivation is important for marketer as well, since the competitors are also performed on the market and trying to affect the purchasing decisions on consumers. Marketer should ensure that the strength of motivation on the products is strong enough so as to attract a group of loyal customers can maintain the share on the market. Another important term on the consumers’ motivation is motivation direction. As mentioned above, the consumers’ behaviors as well as their specific objective of satisfy a need is goal oriented.However, in many circumstance, there are many alternatives that can be used to satisfy the consumers’ goals. Therefore, it is very important for marketers to enforcing effective strategies to convince consumers to purchasing their companies products. For example, when a customer decides to choose a transport to help him or her travel from Sydney to Brisbane, there are many alternatives such as travel by plane, on the sea or driving by him or herself. Even when he or she decided to take the plane to the destination, there are many air companies as well as different class of seat that are available for his or her to choose.The directions can be either positive or negative and thus it will result in customers’ goal to be negative or negative. The positive goal is the one that forward to directly directing consumers’ behavior. Customers driving by these goals will seek products that can help them to attain the goal. For example, a customer may willing to purchase nice flowers so as to make their home more beautiful. However, customers can also been driving by negative goals, as they have certain incentives to minimize the negative outcomes (Mower, 1987).For example, a car owner would like to purchase an expensive car insurance, since he want to insure that when there is an und esirable event or any problem on his car, the insurance company could help him solve it in a timely way. 4. Motivational conflicts It is not unusual that consumers have more than one goal and they are motivated by different sources of motivations at the same time. Therefore, in certain circumstances they may conflict of each other and thus, it requires consumers make decision on which goal they want to maintain the most.General, there are three types of motivational conflicts which are the Approach-Approach conflicts, Approach-Avoidance conflicts and Avoidance-Avoidance conflicts. In the Approach-Approach conflicts, a customer needs to choose one goal on the sacrifice of another. This is generally due to the constraint of budgets. For example, a customer may want to buy a book while at the mean time he or she wants to buy a video as well (Engel, Blackwell and Miniard, 1994). However, the amount of money that he or she has can only afford to satisfy one of the goals but not enough fo r both.Another reason for such conflict can be the shortage of time. For example, a student wish to attend a football matching in the afternoon but he also have a course at the same time which he is interested in as well. In this situation, only one goal can be achieved. Also, there is much other constraint which limits the ability of one consumer to achieve his or her goals at the mean time. on the sense of marketing strategies, there is no too much solutions for dealing with such dilemma, while marketer may through better understanding the customer behaviors as well as constraint so as to trying to avoid such conflict as possible.For example, football matches should be arranged on weekends as possible so as to avoid the conflict of time for students and those have to work regularly. The other one is the Approach-avoidance conflict. This conflict is the most general one and it affects marketing strategies the most. This conflict is usually arise from many products or services on th e market have both positive effects while at the mean time they can produce some negative consequences as well. For example, many consumers like to drink coffee; however, they may not get access to it since it may affect their quality.Another example is that many consumers like to eat nice fat food while at the mean time, they are fairing about getting weight due to the high calories. This conflict of human behavior is also termed as the cognitive dissonance, which arises from the premise that people have a need for order and consistency in their lives (Bagozzi, Gurhan and Priester, 2002). This cognitive dissonance can also create intensions as well, therefore, there is a potential for companies to produce relevant products and being purchased if this products can be well used to solve the problem of conflicts.This process is called as a process of cognitive dissonance reduction. This process is achievable because the cognitive dissonance is a conflict arise from logical inconsisten cy between two or more beliefs or behaviors (Bagozzi, Gurhan and Priester, 2002), this can be occurred when a customer make a choice on one of the two goods, which is the alternative to each other, ‘by choosing one product and not the other, the person gets the bad qualities of the chosen product and loses out on the good qualities of the non-chosen one’.Another way of reducing such conflict is to create a new way to get away from such conflict which is not realized by the present customers. For example, companies may choose to produce caffeine free coffee which produces less effect on human’s sleep quality. And also, companies can produce ‘light’, sugar free or fat free food which is tasty but with relatively fewer calories. Avoidance-Avoidance Conflict As mentioned before, the goals of consumers might not be only satisfy some needs that they have realized, but also to reduce or eliminate certain unwanted situation that faced by consumers as well.Fo r example, consumers would like to pay insurance on their cars and thus when there are some problems on the car or accidents; they can save money and time for management them. However, the avoidance-avoidance conflicts occur when consumers can only choose one way for avoidance on the sacrifice of another (Wilkie, 1986). For example, customers may face the option of buy a new car which needs to pay a huge amount of money in once or to bear the bad quality of the older car as well as the expense of fixing.On the aspect of marketers, this situation is similar to the approach-approach conflict and the way of solving such problems is to trying to avoid such conflict. For example, companies which sold expensive products can prove credit or installation payment for customers, therefore, customers would more willing to purchase such goods without the painful from a lump sum payment and facing financing difficulties. The implication on marketing when considering the three conflict is that, s ince the conflict would produce certain tension on consumers, it can create needs for reducing or eliminating such tensions.While the main purposes for marketers are satisfy the demand of customers, therefore, it can also create purchasing opportunities by offering the possible solutions to those dilemmas. Further, by well understanding the existence of those conflicts, it can help to guide companies produce the ‘right products’ which have minimum conflicts on consumers’ choice as well. 5. Consumer Involvement The process of consumer involvement is also an important aspect which is central to activating consumer motivates.This process can be defined as a process of combining the aspect the consumers, the products as well as the situation all together so as to determine the consumers’ motivation to get access to related products information (Agrawal, 1989). This is a result of the process of goal setting and motivation, as when customers are cleared about t heir goals and purpose that can meet their needs, they will take more positive steps to get access to relevant products and pay attention to all relevant information.The degree of the efforts that customers want to pay on the products and information is relevant to their needs, goals, values as well as their already obtained knowledge. While the process of get access and evaluating such information is of particular importance for them to make purchasing decision and therefore, it is also very important for marketers to well understand it. Generally, consumers’ involvement can be classified into three types based on their purpose as well as the degree of their attentions. The first one is the purchase involvement, which relate to the level of interest during the buying process.This is directly affecting the purchasing behavior of customers and thus, many promotions are aimed to increase the purchasing involvement of customers. The second one is the message response involvement which is mainly about the marketing communication. In the real marketing, there are many Medias that can transfer information to customers; however, they have different level of attraction for consumer involvement. For example, advertisement on television would create a low involvement. This is because customers are only need to be passively watching the information without any response.However, other activities such as sales promotion or product show conference would result in more positive responses. For example, many car companies would like to have their newly created cars be showed on some luxury shopping malls; this would result in more positive involvement from customers to get access to the information of their products. The third one is the ego involvement, which is relevant to consumers’ self-concept and it is usually independent from certain particular purchase situations (Foxall, 1994).The implications for marketers on consumers’ involvement is that, throu gh consumers may differ due to the level of involvement on getting access to certain product information, marketer still can promote a positive actions to increase customers’ involvement. This can be achieved by understanding some of the basic factors that increase or decrease attention of customer, the ease of receiving relevant information by customers as well as understanding customers’ motivation to get access to and process those relevant information. Therefore, marketers can take different kinds of actions to improve customers’ improvement. 6. ConclusionAs discussed above, the process of consumers’ motivation is never be a simple term or definition, rather, it is an integrated process which leads to consumers achieving their goals and fulfilling their needs. The analysis of consumers’ motivation for marketer is important and it should be started at the point of analyzing the needs from consumers. As described by Maslow’s needs hierarch y which presented that human’s needs are not incurred simultaneously, rather, they can be ranked in a pyramid and, without the fulfillment of the lower level of needs, the desire of fulfilling the needs at higher level would not be triggered.Therefore, marketers should pay attention on the needs in different level so as to ensure that what they are promoting is on certain level. Also, the process of motivation as well as the motivation strength and directions are analyzed as well, the process of motivation is triggered by the realization of needs, which create certain tension on consumers and they are drive to reduce or eliminate such tensions by embark certain behavior and setting more detailed goals to achieve the purpose.However, the wiliness of strength of motivation is used to evaluation the contribution of motivations as well as the inducement of customers’ purchasing behavior. Since the ways of satisfying a specific need of customers’ are always have many alternative, customers’ motivations can be directed by various factors. Further, it is very common that each consumer would have many goals that willing to be achieved at the same time, while some of them are conflict with each other.This situation was termed as motivation conflicts which can bring about many difficulties for marketers, while at the mean time, bring about many opportunities as well. Finally, it also discussed the importance for marketers’ understanding of customers’ involvement process, though this process is mainly about customers action on searching relevant products information. This is because many factors that exist in the world that can affect the degree of effort on searching the information as well as the ease of get access to relevant information.Reference list: Agrawal. M. L. 1989. Marketing of Hips and Lips. Business World. Bagozzi, R. P, Gurhan Canli and Priester, J. R, 2002. 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