Riding The Rails Essays - Hobo, The Hobos, , Term Papers

Riding The Rails Riding the Rails The Depression caused hard times for everybody, but I think it was especially difficult for men since they were the ones responsible for making the money for food and things for the families. This forced many of them to leave their homes in search of work, most just rode the railroads in search of work. These men were dubbed the name Hobos. One story that I read was about a guy named Henry Koczar, from East Chicago. He was 19 years old when he left his family. Being part of a big family mad it hard on his parents to put food on the table every day. Especially because his father was now suffering from stomach ulcers and to top it off out of work. Henry wanted only for his family to have it a little bit easier and felt he was old enough now to start working on his own. So in September of 1932 he took off on a train in hopes of lightening the burden on his family. Now not all of the hobos were out of high school and ready for work. Some of them were just kids when they started life on their own. The ones I'm going to talk about were only 11, 12 and 13 years old! Berkeley Hacket was one of those kids that didn't enjoy school too much. One day he just ran away on his way there. The year was 1929, he was 13 years old. Dials and Emmy, I think, were smart. They kept each other company along the way. The two left their Seattle home in 1929. When they reached Auborn Yards it was near 2:00, shortly after they began their eight hour haul over the Cascade Mountains. Emma was 11 and Dials was 12. Claude Franklin simply said his lust to wander was all it took for him to run away. Leslie E. Pauls had kind of an ironically coincidental situation, he happened to be the son and step-son of railroad men. He keeps vivid memories of his Duluth home, sittin' back in the summer time on the porch he grew up on. That was when he left, in the summer, it was 1933 and he had just graduated from high school. He was 18 and ready for the world. Most of these stories don't really have too much heartache in them but it was tough on them all no matter what the situation. Once they got out there they found work wasn't as available as they'd hoped it would be. Some towns didn't even want them around at all and they were physically and verbally forced out of them. So the sound of seeing the world had a whole new meaning once they were in it. American History

Marketing Communications Notes Essays

Marketing Communications Notes Essays Marketing Communications Notes Paper Marketing Communications Notes Paper pan-Latin America, pan-Middle East, pan-Africa, and pan-Atlantic. European advertising would likely be used in Australia, New Zealand and South Africa, while the Asian ads would be placed in Malaysia, Thailand, Indonesia and the Philippines. Recognizing the economic power of these tigers, Gillette clusters Singapore, Hong Kong and Taiwan together, and recognizing the sheer numbers and consumer power, treats Japan, China and India as separate clusters. Gillette believes it can identify the same purchase behaviours, consumer habits and needs in regions or countries linked by culture (cultural clusters), justifying this approach (Jain 1996, 555). 20 MKT B366 Marketing Communications Activity 1. 4 Your company has adopted an IMC approach to marketing its products in Hong Kong. The Managing Director has asked your advice as to whether it needs to consider IMC issues when it expands into Singapore and New Zealand. Unit 1 21 Moral and ethical issues in marketing Should cigarettes and alcohol be advertised? If so, to whom? Would it be acceptable to have cigarettes aimed at children, featuring Teletubbies with the brand name ‘My First Cigarettes’ or Bob the Builder alcohol drink boxes? What about sales promotions where free alcohol and cigarette samples are given out? Again, if so, to whom? Would such promotions held in a schoolyard or at a school festival be acceptable? What about loyalty programmes that reward patrons with merchandise based on the amount they gamble or the number of firearms they purchase? Such promotions do occur. I was once given a sample pack of cigarettes targeted to women on a busy street in Tokyo. Bass Taverns, which has 800 pubs across Britain, began a loyalty scheme in the late 1990’s for pub regulars where every pound spent earned one point with every 25 points earning a one pound discount on food and drink. The loyalty card uses thermal imaging so the glass of beer on the front of the card ‘fills up’ as points accrue. Believe it or not, patrons asked Bass Taverns to raise the price of their beer - at the regular price of one pound fortynine, regulars complained that they fell two pence short of accumulating three points when they bought a round of two lagers! These are the types of questions faced by marketers on a regular basis as they try to determine what is acceptable, where it would be acceptable recognizing that different cultures have different values and where the line has to be drawn. As you read the following section in Clow and Baack, recognize that it is written by American authors who are discussing what is perceived to be acceptable both ethically and morally in the United States. Does everything they say apply in Hong Kong or are there any exceptions or things missing? Recognize as well that ethics and morals are personal, so what one individual finds to be totally immoral or unethical could be considered perfectly acceptable or borderline by another. Reading Clow and Baack, 416–19. Businesses have to make a profit to stay in business. To make a profit, businesses must generate sales and control expenses. While most would agree that companies that act ethically, morally and responsibly have a greater chance of long-term success, the temptation is always there to cut corners to reduce costs or generate faster sales, to counter the competition or to take advantage of a particular group of consumers - remember the quote at the beginning of this unit. Clow and Baack define morals as ‘the beliefs or principles that individuals hold concerning what is ‘right’ and ‘wrong’ (p. 416). Morals 22 MKT B366 Marketing Communications direct our decisions and behaviours. Ethics are the ‘moral principles that serve as guidelines for both individuals and organizations’ (p. 416), helping both individuals and organizations to ‘draw the line’ between what is acceptable and what is unacceptable. In the textbook, Clow and Blaack discuss the need for social responsibility and formalized training. In the following sections, the issues of ethics will be described in more detail, including codes of ethics, ethical criticisms faced by marketers, ethics across cultures, and the relationship between ethics and purchase behaviour. An exploration of these issues helps shape the IMC programme. You may be interested in taking the online ethics tutorials offered by the United States Direct Marketing Association (USDMA) at . Codes of ethics Organizations and professions also adopt codes of ethics to direct the behaviour of their members. As Appendices 1. 1–1. 3 of this unit, you will find the following marketing codes of ethics. The Chartered Institute of Marketing (2003) ‘General regulations for the provision of professional standards, ethics and disciplinary procedures in accordance with royal charter bye-laws 16–19’, United Kingdom Canadian Marketing Associat ion (2004) ‘Code of ethics and standards of practice’. The revised CMA ‘Code of ethics and standards of practice’ will take effect on 1 January 2007. A completed information package can be downloaded from Hong Kong Direct Marketing Association (HKDMA) (2002) ‘Code of ethics’. Please take a quick look at these codes and notice how each of them codes of ethics bind their members. Notice how some of the components of these codes are quite specific. For example, in the HKDMA code, item 4 requires that ‘when price comparisons are used, they must be factual and verifiable’. The Canadian Marketing Association’s code has a section concerning marketing to children and specific regulations for different types of media such as television and print. The Chartered Institute of Marketing’s code has a very explicit section concerning its Disciplinary Committee and how complaints against members will be processed. Codes of practice The HKDMA has also adopted a code of practice for the ‘Use of personal data in direct marketing’. The use of personal data, especially the onselling of membership and mailing lists, has been quite a Unit 1 23 contentious issue in many countries, exacerbated by increased consumer participation on the Internet. The code of practice has been designed to ensure that HKDMA members comply with the Personal Data (Privacy) Ordinance of the Hong Kong Government. The HKDMA code of practice can be accessed on their website at . As commercial traffic increases on the Internet, expect to see codes of ethics developed specifically for online marketing activities, especially in the sensitive area of online marketing to children. Ethical criticisms faced by marketers On page 417 of your textbook, some of the major specific ethical criticisms faced by marketers are listed. You may find it a useful exercise to ask friends or family if they agree with the criticisms and if they can provide recent Hong Kong examples from their own experiences. Do not be surprised if you find a divergence of opinions, which further reinforces that morals and ethics are personal. If you were to ask a group of ten marketers if they agree that these are bona fide criticisms, would you expect their opinions to be consistent with each other and with those expressed by your friends and family? What about government officials, especially those charged with regulating marketing activities? What about consumers, marketers and government officials in different countries? Recognize that consumers, marketers and government officials, both in Hong Kong and in countries around the world would each approach these ethical issues from slightly different perspectives and that these different perspectives may be reflected in their judgements as to what is ethical and what is unethical. Recognize as well that these criticisms reflect value judgements - what is offensive to one individual may be quite acceptable to another. Let’s look a little closer at these criticisms: Marketing causes people to buy more than they can afford and overemphasizes materialism A student, when asked to define marketing on an exam, once provided me with the oft quoted ‘Marketing is about buying things you don’t need, with money you don’t have, to impress people you don’t know’. Not an answer that would be found in many marketing texts or that would get many marks on an exam. And certainly not what the American Marketing Association intended in their slogan ‘Marketing makes a good life better’. However, there would be many who would assert that there is more than a grain of truth in the student’s definition - remember the quote from the beginning of this unit about finding ‘suckers’ and persistent salespeople. There is no doubt that there are consumers who overspend - ever increasing credit card debt and business overdrafts attest to this fact. There is also no doubt that there are consumers who seek instant gratification and, believing advertising 24 MKT B366 Marketing Communications claims, overspend, either as a lifestyle or an occasional indulgence. Those opposed to globalization often point to what they perceive to be frivolous spending - say a Michael Jordon t-shirt purchased by a consumer in Africa existing on subsistence wages - as evidence of the power of advertising to direct consumer behaviours. Critics contend that advertisements portray products in such a way that not purchasing them leads to dissatisfaction. The debate really boils down to power and who is more powerful: are marketers more powerful than consumers, able to manipulate, overcome objections and stimulate behaviour? Or are consumers more powerful than marketers, able to exercise free will and their own decision making powers? What do you believe? What about your friends and family? Marketing increases the costs of goods and services You don’t need to be an economist to realize that marketing costs money - for example, the millions of US dollars needed to get a 15 second spot in the SuperBowl telecast. And you don’t need to be an accountant to realize that companies cannot absorb the total cost of marketing, while still making a profit and staying in business. At least some of the costs of marketing must be passed on to consumers in the sticker price. Clow and Baack point out that advertising and other forms of promotion serve to establish and enhance brand images, providing consumers with psychological benefits in addition to the physical benefits. For some consumers, the extra money paid is worth it to get a brand label or shop in a prestigious boutique. L’Oreal hair colouring acknowledges this fact in their slogan ‘More expensive yes, but I’m worth it! ’ Marketing proponents would point out that consumers have choice. They can purchase the fake Rolex watch, Chanel purse or Yves Saint Laurent tie at the Ladies Market; an unbranded watch, purse or tie at a hawker’s stall, or the real thing at a boutique in Prince’s Square or Festival Walk. Given Hong Kong’s love affair with brands and logos, where fakes are considered better than ‘no names’, it would appear that local consumers believe that the psychological benefits, most created and supported by promotion, are ‘worth it’. Marketing perpetuates stereotypes A debate has raged for years within the advertising community as to the power of advertising and its true role within society. Does it reflect the values, attitudes, morals and behaviours of the environments within which it operates †¦ or does it shape the values, attitudes, morals and behaviours of those who are exposed to it? Those who suggest that advertising ‘reflects’ the local culture or country believe that ads must ‘speak the local language’ and that if they don’t they would offend consumers who would purchase competitive products. Those who suggest that advertising ‘shapes’ local cultures and countries believe that how groups are portrayed in ads - stereotypical portrayal of women, minorities, the elderly or men - determines how these groups are treated and continue to be treated in society. Which side do you favour? Ask friends and family their opinions - you are guaranteed a lively debate. Unit 1 25 Researchers, academics and practitioners concerned about the increase in eating disorders such as anorexia and bulimia have looked at how young women, especially in Western countries, form their visions of body perfection. Many point to the portrayal of women in the media as a primary influence. The women featured in fashion magazines and television ads all have perfect figures, hair and facial features - often achieved by liposuction, plastic surgery, silicone implants or very sophisticated photography techniques. These same women are presented in the ‘after’ pictures so favoured by exercise and diet companies. Consumers are encouraged to be dissatisfied with their current appearance, purchasing advertised products that promise them the results portrayed in the ‘before’ and ‘after’ pictures. As Charles Revson, of Revlon Cosmetics, said, cosmetic manufacturers sell ‘hope in a bottle’. Consumers are led to believe ‘If I buy Estee Lauder products, I’ll look just like Elizabeth Hurley or Cindy Crawford’. However, they soon find out that even Cindy Crawford doesn’t look like Cindy Crawford without an army of hair stylists, makeup artists, wardrobe consultants, personal trainers and talented photographers. (Cindy Crawford has publicly stated ‘even I don’t look like Cindy Crawford when I wake up in the morning’! )Gossip magazines love to publish photos of celebrities without their makeup, illustrating just how different their public personae is to reality. Marketing creates offensive advertisements Some countries have ‘good taste’ or ‘public morals’ clauses within their legislation which allow them to respond to specific consumer complaints. For example, Seiko had to change its slogan ‘Man invented time; Seiko perfected it’ to ‘Man invented timekeeping; Seiko perfected it’ in Malaysia, when a Muslim holy man complained that God had invented time. Weet-bix, a breakfast cereal, faced public opposition in the late 1990s, eventually removing an outdoor billboard in Dunedin, New Zealand which showed beer being poured over the cereal with the slogan ‘As Kiwi as it gets’. In an interesting case in Australia in 1999, Toyota was given the right to use the word ‘bugger’ in its ads despite consumer complaints when the Advertising Council of Australia determined that ‘bugger’ was an acceptable word in everyday Australian communication. One company that walks a continuous ‘fine line’ relative to ‘good taste’ is Benetton, whose ads have featured urban violence and a dying AIDS patient. Benetton’s ads featuring a black woman breast feeding a white child, a black child made to look like a devil with the white child made to look like an angel, and a black and white man handcuffed together were attacked by US civil rights groups for promoting white racial domination. Why does Benetton continue to place these ads? Simply, they create interest among other media sources and lots of coffee break chatter. Can you think of examples of ads that have been pulled in Hong Kong after complaints about poor taste? 26 MKT B366 Marketing Communications Marketing creates advertisements linked to bad habits and intimate subjects Most countries now have legislation concerning the advertising of alcohol, cigarettes, children’s products, intimate personal care products and the professions. For example, in Canada, advertisements cannot show alcohol actually being consumed, presenting a creative challenge to advertising executives. In Queensland, Australia, after May 1, 2002, all cigarette advertising and promotions are banned. In most countries, intimate personal care items such as condoms and feminine hygiene products cannot be shown actually being used, again presenting challenges to the creatives. Advertising to children is unethical In Hong Kong, children may not be used in advertisements for alcoholic liquor or tobacco. Nor can an advertisement encourage children to ask parents for the product, imply that children who do not own the product are inferior, or encourage children to enter strange places or converse with strangers to collect coupons (Hong Kong Television and Entertainment Licensing Authority). Marketers prepare deceptive and misleading advertisements Marketers have to ensure they comply with local laws and regulations that dictate what is legal and illegal in terms of advertising content and placement. Most countries have well developed legislation and enforcement procedures concerning deceptive and misleading advertising. Advertising professional services is unethical Debate over allowing lawyers in the United States to advertise raged for many years. Most were concerned about the tactics that might be used and how they would affect the way the profession was perceived in society. During a recent trip to Canada, I saw a late night advertisement for a lawyer in Detroit who claimed ‘I’m an SOB but I’m your SOB’ - perhaps the industry was justified in their concern. Salespeople use deceptive practices What is your opinion of salespeople in general? Ask friends and family their opinions. For many consumers, the stereotype of the ‘unethical, high pressure used car salesperson’ applies to all salespeople. It is a common criticism that salespeople use high pressure, often deceptive tactics to get consumers to purchase the brand that is offering them the largest incentive. Many tourists have commented on the practices used by salespeople on the Golden Mile in Nathan Road, especially in terms of product features and international warranties. The Hong Kong Tourist Association hopes that tourists will patronize stores displaying their ‘red junk’ logos, indicating that the trader is a member of the HKTA and subject to its standards. Unit 1 27 What is interesting and somewhat ironic, is that while critics talk about unethical marketers, few comment on unethical consumers. The following list (Schiffman et al. 2001, 15) details some unethical consumer practices - can you think of others? shoplifting switching price tags returning clothing that has been worn abusing products and returning them as damaged goods redeeming coupons without the requisite purchase redeeming coupons that have expired returning clothing bought at full price and demanding a refund for the sales price differential returning products bought at sale and demanding the full-price refund stealing belts from store clothing cutting buttons off store merchandise returning partially used products for full store credit abusing warranty or unconditional guarantee privileges damaging merchandise in a store and then demanding a sales discount copying copyrighted materials (e. g. books, videotapes, computer software) without permission. Have you seen evidence or heard stories of such unethical behaviour? In the following reading, questions about ethics were asked of Hong Kong managers. You might find it interesting to answer these questions yourself, using a scale of 1 to 5, with 1 being strongly agree and 5 being strongly disagree. Compare your answers to those of friends and family. Then compare all the answers with those found by Au and Tse. Reading 1. 1 (OUHK E-Library) Au, A and Tse, A (2001) ‘Marketing ethics and behavioural predispositions of Chinese managers in SMEs in Hong Kong’, Journal of Small Business Management, 39(3): 272. This article is available in the OUHK E-Library E-Reserve. (See the Course Guide section ‘E-Library E-Reserve readings’ for more information. ) 28 MKT B366 Marketing Communications Ethics across cultures The next article presents a good discussion of the ethical systems of China and the USA. How could international marketers in Hong Kong use the information contained in this article? Reading 1. 2 (OUHK E-Library) Pitta, D, Fung, H G and Isberg, S (1999) ‘Ethical issues across cultures: managing the differing perspectives of China and the USA’, Journal of Consumer Marketing, 16(3): 240–56. This article is available in the OUHK E-Library E-Reserve. (See the Course Guide section ‘E-Library E-Reserve readings’ for more information. ) Ethics and purchase behaviour The following reading asks whether a company’s ethics influence consumers purchasing behaviour. Do you think Hong Kong consumers are influenced by the ethical behaviour of a company? Have you seen evidence in Hong Kong of consumers boycotting companies accused of unethical practices? Please refer to Activity 1. 5 and then read the article by Carrigan and Attalla. Activity 1. 5 Your Managing Director has asked you to read the Carrigan and Attalla article ‘The myth of the ethical consumer - do ethics matter in purchase behaviour? ’ (Reading 1. 3) and advise him as to your opinion about whether consumers consider the ethical position of a company in their purchase decisions. Reading 1. 3 (OUHK E-Library) Carrigan, M and Attalla, A (2001) ‘The myth of the ethical consumer - do ethics matter in purchase behaviour’, Journal of Consumer Marketing, 18(7): 560–77. This article is available in the OUHK E-Library E-Reserve. (See the Course Guide section ‘E-Library E-Reserve readings’ for more information. ) Unit 1 29 Regulation of marketing communications by government Governments around the world have enacted legislation to control marketing efforts. Much of that legislation has been concerned with marketing communications, especially aspects of the promotional mix. We will discuss applicable international regulations throughout the course as we address each component. In the following reading, Clow and Baack look at how marketing communications are regulated in the United States. This does not form part of assessable material and we will be providing Hong Kong specific information to supplement this reading. However, it is worth reading to see how the world’s largest group of marketers are controlled. Reading Clow and Baack, 408–14. Hong Kong Government regulation of marketing The Hong Kong Government has enacted a large number of Ordinances that cover marketing activities from the Control of Obscene and Indecent Articles Ordinance to the Undesirable Medical Advertisements Ordinance to the Sale of Goods Ordinance and Consumer Goods Safety Ordinance. As these carry the force of law, it is expected that Hong Kong marketers will comply. A full list of these Ordinances can be found on the Hong Kong Government website at . Absent from these ordinances however is specific legislation concerning deceptive, misleading and unfair practices in consumer transactions, which forms the cornerstone for consumer protection in countries such as Canada, the UK, Australia, the US and China. The Consumer Council Of particular interest is the Consumer Council Ordinance 1977 which formally incorporated the Consumer Council, established in 1974 to address public concern about inflationary prices and profiteering. The Council is funded by the Hong Kong Government via an annual Government subvention and its members are appointed by the Chief Executive of the SAR but retains total independence to formulate and implement policies. The Consumer Council ‘protects and promotes the interest of consumers of goods and services and purchasers, mortgagors and lessees of immovable property’ (www. consumer. org. hk/aboutus/ about_e. htm). 30 MKT B366 Marketing Communications The Council routinely conducts research on consumer policy providing advice to government, engages in consumer education, handles consumer complaints, monitors trade practices, encourages business and professional organizations to establish codes of practice and mediates disputes between consumers and service suppliers. The Council will also publicly name Hong Kong businesses that persist in malpractices despite Council intervention. The following reading is a press release that details the activities of the Consumer Council during 2006. Reading 1. 4 Consumer Council (2006) Press release, with appendix ‘Consumer complaint statistics for year 2004 to 2006’, January 4, at (Accessed on 18 July 2006). Notice the increase in consumer complaints, especially telecommunications ervices and equipment, and the Council’s efforts to encourage the adoption of codes of practice and consumer awareness of their rights. Activity 1. 6 You are discussing the role of governments in r egulating marketing practices with some fellow marketers from Canada and Australia. The Australian says ‘I can’t believe that Hong Kong does not have legislation concerning deceptive or misleading advertising or other deceptive marketplace practices - we’ve had it in Australia for years. ’ How would you respond? Activity 1. 7 Parents, teachers and governments have long been concerned about the impact of violence in television, movies and video games on children. Imagine that research published in The Scientist magazine indicated that children who watch more than one hour of television per day show an increased propensity toward violent acts and a desensitisation towards the portrayal of violence (e. g. laughing, enjoying or ignoring violent acts). Video games, many targeted specifically towards children, often advertise the level of violence in the game, knowing that more violent games sell better than less violent games. Unit 1 31 a Do you believe that advertising higher levels of violence breaches ethical guidelines? Do you believe that the advertising of video games specifically targeted to children should be regulated by the government? b 32 MKT B366 Marketing Communications Social responsibility ‘We have an obligation to give back to the communities that give us so much’ - Ray Kroc, founder of McDonald’s, 1955 ‘Our customers are proud to have us in the neighbourhood because we are a socially responsible company the world should be a better place because of McDonald’s. ’ - Chairman and CEO, Jack Greenberg, McDonald’s Vision Statement, 2000 (www. mcdonalds. com. /corporate/social/social. html) Why does Mc Donalds issue statements like the ones above? Why does McDonald’s strive to be a socially responsible company by sponsoring sports teams, providing free products to seniors, and supporting a broad range of charitable endeavours? In this section of the unit, we will look at how and why socially responsible marketing is used by marketers. The following reading discusses the concept of social responsibility and the benefits to be gained from engaging in positive and socially responsible marketing activities. Reading Clow and Baack, 384. Clow and Baack define social responsibility as ‘the obligation an organization has to be ethical, accountable and reactive to the needs of society’ (p. 384). Notice how they use the term ‘organization’ which not only includes businesses but non-profit organizations such as charities, hospitals and schools as well as governments and their services such as the police and the judiciary. The concept of social responsibility is based on the belief that society and organizations enjoy a symbiotic relationship - what is good for one is good for the other, what is bad for one is bad for the other. In the business world, social responsibility dictates that businesses not only determine the needs of consumers and satisfy them better than the competition but do so in a way that maintains the well-being of both the consumer and society as a whole. Socially responsible firms are more likely to survive over the long term as their activities generate good publicity and customer loyalty. Positive and socially responsible marketing activities Beyond doing no harm (not engaging in negative or destructive behaviour such as discrimination or pollution) companies now realize the benefits from engaging in positive actions. Two of these are of particular interest: Unit 1 33 cause-related marketing and green marketing. Cause-related marketing In cause-related marketing (CRM), a firm contributes to a particular cause, such as a charity, in direct proportion to specific consumer actions such as the purchase of the company’s product. Take the example of Sunraysia, which donates 25 cents to the Hong Kong Cancer Fund for every purchase of Suraysia prune juice. Reading Clow and Baack, 384–87. It is necessary to draw a distinction between CRM and corporate philanthropy because although they share some similarities as charitable activities, they differ in their objectives. Polonsky and Speed (2001, 1363) point out that corporate philanthropy is ‘founded on altruism, and involves the firm making a contribution of cash or kind, without an expectation of a tied benefit’. CRM, on the other hand is like sponsorship, and is ‘commercially motivated and involves the â€Å"giving† firm acquiring and leveraging the right to be associated with the recipient’ (Polonsky and Speed 2001, 1365). An example of sponsorship is the Standard Chartered Bank’s sponsorship of the Hong Kong Marathon. The following table summarizes the key features of corporate philanthropy, sponsorship and CRM programmes. Table 1. 1 Key features of corporate philanthropy, sponsorship and CRM programmes Activity Funding Resources Use of resources Corporate philanthropy Sponsorship Fixed None No commercial use made of association Fixed Association Association is used in attempt to change customer attitudes, behavioural intentions and behaviours Attitudes (positioning), behavioural intentions (loyalty and preference) and behaviours (sales) Indirect sales impact Exclusively to the sponsor CRM programme Variable possible capped Association Association is used to create a customer offer, linked to a specific contribution to the cause Behaviours (sales), behavioural intentions (loyalty and preference) and attitudes (positioning) Direct sales impact Split between the cause and the sponsor Key market outcomes Sales impact None None Revenue flows None (Polonsky and Speed 2001, 1365) 34 MKT B366 Marketing Communications According to Shimp (2000, 620), companies that engage in CRM can: enhance corporate or brand images; thwart negative publicity; generate incremental sales; increase brand awareness; reach new customer segments; broaden their customer base; and increase a brand’s retail merchandising activity. Companies are able to achieve these objectives because consumers hold favourable attitudes towards CRM efforts. One study reported that 83% of Americans feel more positive about companies that support causes they value and that 77% favour long-term corporate involvement with causes rather than short-term promotions (Shimp 2000, 621). One UK study (Brabbs 2000) found that: 88% of survey respondents had heard of CRM programmes, with the average UK adult being aware of at least four specific programmes; 87% of respondents reported that CRM positively affected their perceptions or behaviours; 48% of those who had participated in a CRM reported changing their purchase behaviour as a result of the CRM programme, either switching brands, increasing usage or trying new products/services; 80% of consumers surveyed indicated that CRM programmes would positively impact on their future attitudes and behaviours; and 67% believed that more companies should become involved with CRM, with 50% preferring to be told about CRM activities through television advertising, 42% through in-store advertising and 18% through print ads. Another UK study (Adkins 2002) reported that: 81% of consumers, when faced with equal price and quality, would more likely purchase the product associated with a cause they believe it; and 66% of consu mers would switch brands while 57% would change retail outlets to favour companies engaged in CRM, price and quality being equal. If similar studies were done in Hong Kong, do you think the statistics would vary dramatically? If so, why? It is important to ensure that there is a good fit between the charity and the target market for the product or service. For example, Avon is a major international supporter of Breast Cancer research with its Pink Unit 1 35 Ribbon promotions (www. avoncrusade. com). Would you consider this an appropriate fit? Given that Avon’s primary target market is female, the answer would be yes. You are likely familiar with specific Hong Kong examples of companies engaging in cause-related marketing efforts for charities. You may have participated in one of McDonald’s McHappy Days promotions where local celebrities serve customers and a percentage of sales is donated to Ronald McDonald Children’s Charities, it’s own charity division. This is an appropriate fit when you consider that one of McDonald’s main (if not its main) target market is children. Since its establishment in Hong Kong in 1988, this charity has raised millions in funding for local education and arts programmes such as the Spastic Association’s Kwai Sing School, civic and social services such as the Hong Kong Society for the Deaf, and health care and medical research programmes such as the Hong Kong Anti-Cancer Society. The first Ronald McDonald House where the parents of critically ill children can stay while their children are in hospital opened in Hong Kong in 1996, funded in large part by McHappy Day promotions. All administrative costs for operating the charity are donated by McDonald’s Restaurants (HK) Limited, so all funds raised directly benefit the selected charities. If you visit the McDonald’s Hong Kong website (www. mcdonalds. com), and read the press clippings, you will see that McDonald’s also runs a global fundraising campaign called ‘World Children’s Day’ to help children in need around the world. Last year in Hong Kong, the World Children’s Day at McDonald’s 2005 programme ran from October 23 to November 20, with a Charity Kids Marathon, a Charity Sale, a Concert and a Gala Dinner. Funds raised from these events were donated to Ronald McDonald House Charities and the Hong Kong Committee for UNICEF. The Charity Kids Marathon attracted 1,000 kids. Immediately after the Marathon, a Charity Sale was held at McDonald’s. For every purchase of an Extra Value Meal, McDonald’s donated 30 cents to the beneficiaries. Customers were also encouraged to purchase ‘I helped give a hand’ stickers. On 19 November 2005, Hong Kong’s most popular pop singers, including Leo Ku, Jan Lamb, Joey Yung, Eason Chan, Anthony Wong and Miriam Yeung, performed at the World Children’s Day at McDonald’s 2005 Concert to raise millions of dollars. A spectacular charity Gala Dinner on 20 November 2005 marked the culmination of World Children’s Day at McDonald’s 2005. A total of HK$3. million was raised from various McDonald’s initiatives for World Children’s Day 2005 to support children’s programmes run by Ronald McDonald’s House Charities (RMHC) and the Hong Kong Committee for UNICEF, benefiting children in Hong Kong and aro und the globe. Endangered wildlife and organizations such as the WWF have also benefited greatly from cause-related marketing. For example, in the mid-1990’s the Mainland Cheese company in New Zealand engaged in cause-related marketing in support of the Yellow-Eyed Penguin, a native species facing habitat destruction. Each block of Mainland cheese had a label that could be cut off and submitted in groups of 10, generating a corporate donation. They also created a children’s club, the Mainland Penguin Pal Club, where in addition to the donation, children’s label submissions also entitled the child to selected penguin 36 MKT B366 Marketing Communications related merchandise. Children’s club members also received educational newsletters concerning penguin conservation efforts. Cadbury’s Australia donates a portion of the price of every chocolate bilby sold to the Save the Bilby Fund - bilbies, which are similar to rabbits, are indigenous to Australia but on the verge of extinction. In the mid 1990’s, Taikoo Sugar entered into a joint promotion with the World Wide Fund for Nature Hong Kong in support of the establishment of the Hoi Ha Wan Marine Park. Taikoo Sugar printed corporate sponsors names and the WWF panda logo on one side of their ugar packets, with a photo of endangered species on the other. 40% of the HK $5,000 sponsorship fee went directly to the WWF HK while the remainder was us ed to discount the sugar packets to encourage increased purchases by the general public. In this case, everyone benefited - Taikoo Sugar through increased sales, corporate sponsors by having their name linked with the WWF HK and increased public exposure, the WWF HK through increased donations - and the people of Hong Kong through the protection of the fragile marine environment of Sai Kung. Even efforts such as these are met with criticism as some contend that they are not social responsibility but public relations. They contend that these companies are not altruistic - truly concerned about the charities and their recipients - and do not do anything under the label of ‘social responsibility’ that does not have a potential benefit in terms of profit. When we consider that corporations are in the business of making sales and profits, it becomes obvious that there has to be some benefit back to the corporation or they would not be able to justify the costs. Whether it is to reinforce the company’s image as a good corporate citizen, improve consumer attitudes, or achieve sales related objectives (sales must be higher due to the positive link with the charity to justify the lower profit per unit after the donation), their activities must have a potential pay-off. For example, Colgate-Palmolive compares sales figures for the three weeks following any CRM campaigns in aid of the Starlight Foundation (grants wishes to seriously ill children) with sales figures from the previous six months to determine incremental profit directly related to its CRM activities (Shimp 2000, 621). However, it must also be remembered that there is a benefit to the company’s publics as well. Without corporate involvement, many of the cultural, social and charity services that enrich our lives would not be possible. Without corporate donations, many non-profit organizations would cease to exist or would have to reduce their level of community involvement. The following example illustrates how both corporations and charities benefit from cause-related marketing efforts. Cause-related marketing pays dividends for American Express When it became apparent that the Staute of Liberty required restoring, American Express (AMEX) jumped at the opportunity of becoming involved. However, this was not a gesture of pure philanthropy to the American people. The company had three specific objectives: Unit 1 37 1 2 3 To increase credit card usage among its current card holders. To encourage the acceptance of the card among merchants. To increase the company’s profile and derive image benefits that would lead to new members. The scheme involved AMEX giving one cent to the restoration fund for each US-based transaction, and $1 for each new card issued. The project raised $1. 7m for the project, while the company reported an increase in its credit card usage of 2. % on the prvious year, a greater acceptance of the card by merchants, and a public image of being more ‘responsible, public-spirited and patriotic’. (Meenaghan 1998, 14, cited in Pickton and Broderick 2001, 526) Activity 1. 8 Read the following case: In 2001, Projet Rescousse (Project Rescue) launched Rescousse brand beer in Quebec, Canada, followed in March 2002 by entry into the Ontario, Canada beer market. For each bottle of beer sold, RJ Brewers and its representative Premier Brands contributes a fixed amount to Wildlife Habitat Canada to preserve endangered species. Beer labels featured paintings of endangered species by a well known Canadian wildlife artist. In 2001, sales of the beer in Quebec raised more than $24,000 Cdn for endangered species. The Ontario launch was funded, in part, by a $20,000 Cdn grant from Environment Canada (federal government). A spokesperson for Mothers Against Drunk Driving, an organization promoting responsible alcohol consumption among young people stated ‘The federal government has no role in promoting an alcoholic beverage. The government’s role is to regulate, not promote alcohol. ’ A spokesperson for Environment Canada said ‘the project in no way endorses any form of alcohol abuse’ (Canada has extensive legislation concerning the sale and promotion of alcohol. For example, alcohol is sold t the retail level through provincial government controlled agencies only and, as mentioned earlier, advertisements cannot show alcohol actually being consumed. ) (Yourk 2002) Discuss this situation from the perspectives of ethics, social responsibility and cause-related marketing. Discu ss the impact of a comparable programme in Hong Kong. 38 MKT B366 Marketing Communications Green marketing Green marketing refers to the ‘development and promotion of products that are environmentally safe’ (Clow and Baack, p. 387). What started as a fringe political movement in Europe has now become mainstream as more consumers become aware of environmental issues and express willingness to purchase environmentally friendly products, even if prices are higher. In their article ‘Targeting consumers who are willing to pay more for environmentally friendly products’, Laroche, Bergeron and Barbaro-Forleo report that recent surveys reveal that significant numbers of consumers are willing to spend up to 40% more for a ‘green’ product. This compares to 67% of consumers who reported a willingness to pay 5–10% more for ‘green’ products in 1989. Their research indicated that consumers willing to spend more for environmentally friendly products tend to be female, married, with at least one child living at home, put the welfare of others before themselves, believe that environmental problems are severe and place high importance on security. They also refuse to purchase products from companies accused of being polluters. Loblaw’s, a Canadian supermarket, was at the vanguard of green marketing in the early 1990’s, creating a line of environmentally friendly products under the brand name ‘Green’ with the slogan ‘Something can be done! ’ and packed in recycled materials. In their first year, ‘Green’ products generated nearly $52 million Canadian. One of the most interesting examples was the Green lightbulb that, over its extended life, would save consumers approximately $32 Cdn in energy and bulb replacement. Even though priced at ten times the price of conventional bulbs, Loblaws could not keep them in stock, so great was consumer demand. As an aside, Loblaw’s was one of the first supermarkets to charge for plastic carrier bags, hoping to encourage consumers to use more environmentally friendly bags or at least recycle plastic carrier bags. How do you think such an initiative would be viewed in Hong Kong? Another company that has made concern for the environment part of their corporate mission is The Body Shop which uses natural ingredients, earth-friendly manufacturing methods and environmentally friendly packaging. Information cards, window displays and in-store videos are used to educate consumers about the social and environmental effects of their purchasing decisions. Next time you visit the Body Shop, look for evidence of their commitment to the environment. Notice their range of endangered species soaps for children. When both Sydney (Summer 2000) and Beijing (Summer 2008) put in their winning bids to host The Olympic Games, a significant part of their appeal was their pledge to operate a ‘clean, green games’. Beijing had to take measures such as restricting the vehicles it allowed on its roads in the run-up to the Olympics to ensure it could fulfil its ‘green’ Olympic commitments. Unit 1 39 Have you seen evidence of green marketing in Hong Kong? You may find it interesting to survey friends and colleagues concerning their attitudes towards green marketing and its potential impact on their purchase behaviours. Activity 1. 9 Recent articles in the Hong Kong press have commented on the deteriorating state of Hong Kong’s harbour and waterways, in particular the impact on marine life of discarded consumer packaging. While your company was not named specifically, mention was made that your industry was a major offender and that a large proportion of the consumer packaging found in the water came from products such as yours. In a meeting with the accountants who have just crunched the numbers as to the increased costs of changing to more environmentally friendly packaging, the question is raised as to whether ‘green marketing’ efforts are really worth it. Discuss possible responses. 40 MKT B366 Marketing Communications Clow and Baack companion website The textbook also comes with companion website at (password not required). The student section of the website contains true/false and multiple-choice questions per chapter. These are self-marking and contain both hints and coaching comments. These questions are useful for testing your grasp of basic core concepts, which can be answered as many times per session and over as many sessions as desired. These questions can be particularly useful during revision as they will quickly tell you which concepts you understand and where review is needed. Essay questions and critical thinking exercises, many including Internet links are also provided per chapter, directly linked to the material covered. Unit 1 41 Summary Let’s go back to the objectives from the beginning of the unit and see how the material presented relates and where material relevant to each objective is found in the text. 1 Illustrate the communication process, using a diagram, and apply it in a given marketing situation. You should be able to provide a diagram that includes the key aspects of the communication process of sender/receiver, encoding/decoding, transmission device/communication channel, feedback and noise. Your answer should illustrate your understanding of what makes for effective communication and what can act as barriers to the process. Clow and Baack discuss communication on pages 26–32. Define integrated marketing communications, and discuss how it applies specifically to the development of promotional strategies. Clow and Baack define IMC as ‘the coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless programme that maximises the impact on consumers and other end users at a minimal cost’ (p. 32). When applied to promotion, IMC results in ‘the brand speaking with one voice’. IMC is discussed on pages 32–37. 3 Describe, with pertinent Hong Kong examples, the major components of the promotional mix. Your answer should include advertising, sales promotion, personal selling, public relations, direct and online marketing. You should be able to provide Hong Kong specific examples. The components of the promotional mix were covered in B250 and are discussed throughout the text. 4 Explain the role played by the promotion mix in the overall marketing mix. Clow and Baack briefly discuss the role of promotion within the overall marketing mix on page 33. You should be able to discuss how promotion relates to the product, distribution (place) and pricing strategies and how each should be consistent with the other and aimed at the target market as per discussions in B250. 5 Outline the key components of integrated marketing communications. Clow and Baack discuss the key components of IMC on pages 32– 37. Figure 1. provides a useful overview of the key components and how they are presented in the text. 6 Evaluate the impact of information technology, changes in channel power, increases in competition, brand parity, consumer information integration and declining effectiveness of mass-media 42 MKT B366 Mar keting Communications advertising on the value placed on IMC programmes, providing Hong Kong specific examples. Your answer should illustrate how each of these factors have had a positive impact on the value placed on IMC programmes by marketers. You should be able to illustrate each of these factors with Hong Kong specific examples. These factors are discussed on pages 37–41 in the text. Discuss the phrase ‘think globally, act locally’ as it applies to globally integrated marketing communications programmes and illustrate using Hong Kong specific examples. Companies that ‘think globally, act locally’ use standardized marketing and communications strategies as much as possible (‘think globally’), recognizing that cultural and marketplace differences may require some adaptation on a country by country basis (‘act locally’). Clow and Baack discuss GIMC on page 41. 8 Evaluate critically the moral and ethical criticisms of marke ting communications. Many of the major ethical criticisms faced by marketers are discussed in the unit. You should be able to critically evaluate whether these criticisms are bona fide, advancing your own opinion. Explore the role to be played by governments in regulating marketing practices, providing Hong Kong specific examples. The unit notes provide information concerning Hong Kong laws as well as details about the Consumer Council’s activities. 10 Argue the case for a company adopting positive and socially responsible marketing activities and illustrate using Hong Kong examples. Your answer should illustrate that you understand the benefits in terms of brand image, consumer loyalty and sales performance that can result from positive and socially responsible marketing efforts such as cause-related marketing and green marketing efforts. Unit 1 43 References Adkins, S (2002) ‘Cause related marketing - profitable partnerships’ at (Accessed 26 Mar 2002). Au, A and Tse, A (2001) ‘Marketing ethics and behavioural predispositions of Chinese managers in SMEs in Hong Kong’, Journal of Small Business Management, 39(3): 272. Brabbs, C (2000) ‘Is there profit in CRM tie-ups? ’, Marketing, 16 Nov, 27. Carrigan, M and Attalla, A (2001) ‘The myth of the ethical consumer - do ethics matter in purchase behaviour’, Journal of Consumer Marketing, 18(7): 560–77. Clow, K E and Baack, D (2002) Integrated Advertising, Promotion, and Marketing Communications, Upper Saddle River, NJ: Prentice-Hall. Hill, C (2000) International Business, Competing in the Global Marketplace, Boston: Irwin McGraw-Hill. Jain, S (1996) International Marketing Management, Ohio: South-Western College Publishing. Keegan, W (1999) Global Marketing Management, New Jersey: Prentice Hall International. Kotler, P, Ang, S H, Leong, S M and Tan, C C (1996) Marketing Management - An Asian Perspective, Singapore: Prentice Hall. Laroche, M, Bergeron, J and Barbaro-Forleo, G (2001) ‘Targeting consumers who are willing to pay more for environmentally friendly products’, Journal of Consumer Marketing, 18(6): 503–20. Meenaghan, T (1998) ‘Current developments and future directions in sponsorship’, International Journal of Advertising, 17(1): 3–28. Pickton, D and Broderick, A (2001) Integrated Marketing Communications, London: Prentice Hall. Pitta, D, Fung, H-G and Isberg, S (1999) ‘Ethical issues across cultures: managing the differing perspectives of China and the USA’, Journal of Consumer Marketing, 16(3): 240–56. Polonsky, M and Speed, R (2001) ‘Linking sponsorship and cause related marketing: complementarities and conflicts’, European Journal of Marketing, 35(11/12): 1361–85. Schiffman, L, Bednall, D, Cowley, E, O’Cass, A, Watson, J and Kanuk, L (2001) Consumer Behaviour, Sydney: Pearson Education. Shimp, T (2000) Advertising and Promotion: Supplemental Aspects of Integrated Marketing Communications, Texas: The Dryden Press. 44 MKT B366 Marketing Communications Strauss, J and Frost, R (2001) Marketing on the Internet, 2nd edn, New Jersey: Prentice Hall. Yourk, D (2002) ‘Message in a beer bottle’, The Globe and Mail, 27 Mar (Accessed online). Unit 1 45 Suggested answers to activities Activity 1. 1 The sender was HMV and its staff. The receivers were in-store customers, in-store browsers, concert and musical gathering attendees and the general public. The encoding process would have been the creation of the application forms, in-store promotions, advertisements and newsletter as well as the verbal communication from HMV staff. Various communication channels were used: in-store signs and displays for in-store browsers, personal face to face communication for in-store customers and concert attendees; and advertisements in the mass media for the general public. The decoding process would have occurred when receivers read the applications/in-store signs/newsletter or advertisements or listened to HMV staff. Feedback could take many different forms from going into the store specifically to ‘sign up’, to accepting or refusing to join when asked by staff, to comparing the number of vouchers handed out with the number redeemed to monitoring the exclusive members’ only special offers. Noise could also take many forms, from the advertising clutter in the newspapers/ magazines, the sensory overload in the store (all the signs/posters and music playing) to the sales and special offerings (including comparable programmes) from all competing retailers. Activity 1. 2 The expression is just a quick way of reinforcing that all forms of communication about a company’s brand must convey the same message to consumers. Many assume that the expression refers only to promotion - the most visible form of communication with consumers. It is important to remember however that product, place and pricing strategies also communicate messages to consumers. For example, the price charged for a particular product communicates quality information to consumers (high price = high quality; low price = low quality), helps consumers determine value for money decisions and reinforces the product’s position relative to the competition (e. g. igher or lower priced). You should remember from your introductory marketing course that all four components of the marketing mix - product, place, price and promotion - must be internally consistent (e. g. the price charged must reflect the features offered in the product) and aimed squarely at the intended target m arket. The promotion strategy must be consistent with the product, place and price strategies and each aspect of the promotional strategy (advertising, sales promotion, personal selling, public relations, direct and online marketing) must be internally consistent. This expression also reinforces the key feature of IMC, which is that all forms

Analysis of LinkedIn Research Paper Example | Topics and Well Written Essays - 1000 words

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Violet Crawley and Fitzwilliam Darcy - Essay Example Violet Crawley is from a noble family but her family was impoverished. Her marriage brought her a noble title but little wealth since the Earldom was also impoverished. Her children married into money rather than nobility. She was against Robert’s engagement to Cora. This is because she had pride in nobility and not money (Fellowes, 2011). Violet discriminated people on the basis of social classes. Her granddaughter could not marry Mathew Crawley, the new heir of Earldom, since he did meet her expectations as he was from the upper middle class rather than nobility. She also refused to acknowledge the change in Mary’s inheritance which resulted in her forming an alliance with Cora Crawley, her daughter-in-law. Violet has many quarrels with Isobel Crawley. Violet, president the Downton Hospital, has complete control over the hospital’s chief doctor Richard Clarkson and the whole hospital in general. Mrs. Crawley started intimidating the doctor into applying modern medical practices. One of these practices was curing dropsy by administration of adrenaline. This was contradicting to the Countess of Dowager’s protest against administering adrenaline to cure a local farmer. The Countess pursues Clarkson and Isobel into the operation room to air her protests, where she witnesses the farmer being saved. The doctor is forced to appoint Isobel Chairman of the Board in order to prevent further, forcing pride ridden Violet to share power with Isobel (Fellowes, 2011). Violet remained a strong influence at Downton Abbey throughout World War One. On learning Matthew’s engagement to Lavinia Swire, she reacts in distaste as she watches Matthew, now an army captain, match. Rosamund and Violet scheme to intimidate Lavinia in cancelling her engagement to Matthew. They are especially motivated when Rosamund overhears Lavinia being threatened by Sir Richard about a political scandal. But Violet’s pride does not bear fruits because they both do not succeed in convincing Lavinia to end her engagement. When Isobel proposes to Cora that Downton Abbey be utilized as a convalescent dwelling for wounded soldiers, Violet reacts in disgust and with horror at the prospect of strangers living in the house. Cora phlegmatically reminds Violet that she no longer holds the title of Countess of Grantham. Therefore, Cora is the sole decision maker regarding issues of the house. Violet is accused of inability to communicate between social classes, instigating her to expose that she and Carson always had the first promenade at the servants’ ball. This illustrates Violet’s pride (Fellowes, 2011). At one point during the war, an exceedingly burned Canadian officer named Patrick Gordon goes to Downton to recuperate and impersonates Patrick Crawley, who ostensibly survived the Titanic, recuperated in Canada, and was involved in a deadly explosion in the war. Violet reacts with indignation, displaying her pride. When Sybil plans to push through with her marriage to the family chauffeur, Tom Branson, Violet and Robert attempt to persuade her out of it because it would be scandalous to the elite. After their unsuccessful attempt, Violet makes up details about Branson in order to minimize damages to the aristocracy. These details would seem more acceptable by other members of the aristocracy. This suggests a sense of pride in Violet and the aristocracy in

Internet Social Networking

Internet Social Networking The Value of Internet Social Networking in Business Introduction Prior to the arrival of computers, individuals who aspired to have success in their businesses clearly understood that business is about people thus they saw the importance of social networks. For instance, in the Victorian era, there were rampant uses of calling cards for requesting a woman of high social status to visit. These calling cards were relatively elaborate and could be match up to the featured pages in MySpace or any other internet social networking sites. The calling cards were essentially a means of self expression. Nevertheless they served a greater purpose in the social settings of the Victorian period. Calling cards were often times posted on the walls close to the house entrance. This made it possible for visitors to know which lady was from the social network that the lord of the house belonged to. If at all the visitor believed that one of the house hostesses had acquaintances with the high status social network then he would ask for introduction. Even more intere sting is fact that modern internet social networking site operates similarly as the callings card in the Victorian period. For example, Victorians received acceptance by adhering to the etiquette rules in the same way modern social networks adhere to certain rules. â€Å"Friend request† are similar to the Victorian calling cards since once online status determines whether you will be accepted in a certain click of friends. The 21st Centaury has witnessed a more advanced and developed function of social networks other than the usual circle of friends socialization. Professionals are increasingly discovering the application of internet social networking as a way of enhancing their businesses. Internet social networks center on building online communities composed of individuals with similar interests. These networks provide bases whereby people can interact. A great number of these social networks are web based.† Internet Social networks can be dated back to online communities in the likes of, The WELL which initially started operating in 1985, Theglobe.com of 1994 and Tripod in 1995† (Castells, 2003). These sites provided a platform whereby people can interact and share ideas through personal homepages and chat rooms. In spite of, the new inventions some closed down simply because they were not profitable. Other upcoming internet social networking inventions saw to it that more control of co nnectivity and content is given to users. With time emerging trends of internet social networks have developed. Several internet social networks namely MySpace, Facebok and Twitter and others have emerged as the trendiest since they have a wide range of users. Business Application of Internet Social Networks Technology has inherently proven that internet social networks can be applied to advance businesses. Over the course of time different business enterprises have rampantly adapted the new trends of using internet social networks in order to advance their businesses. This is mainly because social networks provide a base of connecting populace at minimal costs. They essentially act as a base whereby companies can relate to their customers. Modern social networking applications focus on people since business is mainly about people. â€Å"Enterprises are increasingly using consumer based technology in social networks to share information relating to their business operations since consumer based applications provide an easier and faster way of dispensing information† (Castells, 2003). Currently, large enterprises are employing these applications in order to standardize their technology practices. Business networking applications gather data and link its users to the pertinent contents. Business enterprises use the provided applications to expand their bases of clientele, associates and employees. Aspects that define business social networking include the available functionalities such as forum and blogs that enable businesses to interact with their clientele, the ability of the social networks to link with its users and the availability of the users. Examples of Internet Social Networks Used In Businesses Evidently, technological inventions are limitless as far internet social networks are concerned. There are a variety of social networks used in business that were before hand solely developed for social connections. More social sites are being developed while the previous sites are being modified so as to measure up with the needs and demands of users. Commonly used internet social networks in businesses include, Face book, Twitters, MySpace, Secondlife, World of warcraft, LinkedIn, Bebo, Orkut and Iphone among many others. These internet social networks have played great role in enhancing businesses since they provide the appropriate platforms for advertising, branding, marketing, training and conferencing among many other functions. Application of Twitter in Businesses. Twitter provides a blogging platform that enables enterprises to publish messages concerning their enterprises. Other than being a social utility it also enables the business management to connect with their clientele by giving certain business updates. Alternatively it enables clients to give feedbacks concerning certain goods or services. Twitter can also be used as a publicity tool for wide range of enterprises since it provides a base whereby business information can be published or accessed. Twitter has a unique marketing channel mainly due to its steady and active network, with help of this active network, businesses are able to easily connect their brands with potential and current clients. Furthermore they can receive feedbacks from their clients. The twitter marketing style is termed as a two-way audience involvement. Twitter provides a sound platform for airing job advertisements. Companies can send messages with recommendations of particular vacant posts. Interested end users can in turn respond to the advertisement either by applying for these posts online or by contacting the alleged company thus creating a job recruitment base. In a business setting Twitter can be applied to connect employees. â€Å"Twitter enables employees to easily network with each other especially when handling group projects, particularly in a case whereby other employees are in the field or working in a different business branch† (Brogan, 2007). This internet social network has live coverage features that can enable businesses to carryout detailed coverage of conferences, workshops, businesses events and real-time commentaries. â€Å"It also has features that can be used to give updates of business meetings or events amongst business associates and interested parties. Other functional features in Twitter include features of managing and analyzing time within a business setting† (Brogan, 2007). Application of LinkedIn in Businesses. LinkedIn is a business centered social networking base widely for professional networking. It enables its registered users to have contact details of their trusted business associates otherwise referred to as â€Å"connections†. LinkedIn provides a base whereby hiring business managers can find suitable employees. Alternatively job seekers through their existing connections can solicit for employment. It also provides a base for businesses to identify business opportunities by sharing ideas with their business connections. Features in this social network provide a platform for creating solid business relations (Brook, 2008). By using this social networking method, new businesses are given an appropriate base for marketing their brands, services and products through the present business connections. Different enterprises are able to connect and give ideas concerning their business activities. Application of MySpace in Businesses The MySpace internet social network provides a base where businesses can showcase an overview of their services and products. Businesses can list and explain their services and products to target audience. MySpace has features in which enterprises are enabled to design the brands that best suite the image of their businesses. It allows one to specify their corporate colors which in turn promote brand awareness. This internet social network has unique video features that can be utilized to increase business profitability. Businesses can form and upload commercials related to the types of services and products that they offer. These commercial video footages are then availed to end users. Business can upload footages that aim at influencing end users to try out their products or services. For instance, they can upload video footages that have interviews of their employees or satisfied clientele. MySpace blogs enable enterprises to create their own blog which can be simply accessed from their MySpace pages. These blogs provide appropriate bases for businesses to advertise since they list the labels of the current blogs posted by businesses. By the help of these blog features businesses can give regular updates on the promotions, new products, upcoming business events and services among many others. Application of SecondLife in Businesses The SecondLife network provides a base for enterprises to freely interact with their clients using a feature referred to as avatars. Companies can, advertise, post briefings of their services and merchandise. This network gives an invaluable advantage to businesses that incorporate virtual programs such as architectural design businesses and entertainment industries. It has a tri-dimensional program that enables its users to create virtual objects. Unlike other social networks Secondlife has an in-house currency referred to as the Linden dollar that can be used by a wide range of businesses to procure and sell virtual products such as jewelry, vehicles, clothes and objects of all kinds. This feature enhances trade amongst different businesses. The Linden dollars are bought by the normal dollar currency. This feature in second life has enabled companies to make profit and then convert the Linden dollars to normal currency. Real estates business, through the premium land membership program in Second life can easily carry out their normal transactions of buying, selling or renting properties. Businesses which have registered and have access to premium accounts can participate in these ventures. So as to participate and be registered as members enterprises are charged a small monthly after their emancipation they gain status in the SecondLife Network and are now referred to as residents. Residents in SecondLife can carryout transactions of buying, selling or renting property thus making profits without the involvement of brokers. Application of Facebook in Businesses Facebook is one of the widely used social networks not only for social connections but also in the business context. Using appropriate combination of apps available in Facebook features businesses can be monitored from the Facebook profiles. With the slideshare features in Facebook enterprises are enabled to upload power points presentations, PDF files or OpenOffice so as share information with other end users. This is an elaborate method of spreading information to business associates, employees and clients once at the touch of a button. The free conference facets in Facebook allow businesses to organize meetings, by using conference calls. Individuals can set up meetings dates from the confines of their residence, offices or anywhere. Skype and VoIP services in Facebok enable one to make free and quick connections to the needed people thus prompting the upcoming meetings. â€Å"Facebook also has up to standard video base that allow companies to upload their video clip with contents aimed at marketing their products. Clients and potential customers are briefed each time new video clips are uploaded this helps them to keep track with the transitional business dealings† (Jantsch, 2008). Depending on the size of a particular business Facebook provides an elaborate platform for a number of advertisements. Companies can formulate their advertisements and choose the locations to air their advertisements. Other than advertisements facebook provides a good base for companies to endorse their brands using features such as myblogs. Compared to the traditional methods of advertisement, advertising through facebook can cover a wide area base at minimal costs. Another way that businesses can advertise their trademarks using facebook is by posting their business cards in their homepages, each time end users visit the alleged homepage they are more acquainted with the services or products offered by that business. Companies can take advantage of features in face book to attract potential customers. Search feature in face book can allow businesses to find out the websites regularly visited by their potential customer and then use this information to create links between their pages of advertisements and the sites regularly visited by these clients. â€Å"Interested end users in turn respond to the showcased advertisement pages. Other than tracing potential clients search options in facebook can be used by businesses to send updates or keep track of their regular clients† (Jantsch, 2008). Facebook provides a platform whereby companies can form stronger relationships with their audiences and clients. This is courtesy of the two way interactive features present in facebook applications. Clients can give feedbacks regarding their approval or dissatisfaction in the purchased products or rendered services. This in turn helps the alleged companies to attend to the grievances of the customers, clarify issues, change or better their services. In a business setting facebook features can be used to enhance team work especially in a case whereby the alleged business has branches in different locations. Employees can share ideas and keep each other posted on the tasks at hand simply by posting information on the facebook walls. Business Value of Internet Social Networking Social networking has proven to be a current method of growing and promoting profitability in both big and medium sized enterprises. A number of people use social networking sites such as LinkedIn to advance their careers which is quite vital during the inflexible economic times. Several business corporations use these social networking sites as marketing basis and public relations communications. With the rampant use of online facilities these social networks have proven to be more effective in marketing compared to the traditional radio and television mediums of marketing. These networking sites have been not only used to create company brands but also to cultivate productivity. A wide range of businesses are finding it more easy and affordable to create their brands in these social networking sites rather than other traditional bases. Hiring processes in business has become easier, cost effective and less time consuming due to the available options in internet social networks. Prior to the formation of social networks businesses incurred a lot of expenses in the recruitment processes of its staff. Scores of time ware as well used up during the course of interviewing and short listing. However with the current trends of social networks business administrators can carryout out staff recruitments easily at minimal costs. This is mainly as a result of the fact that social networks reach a wide range of people in little time and are generally cheap as far as advertising is concerned. The goal of many businesses is centered on building customer loyalty this can be achieved through strengthening the relationship between the clients and the business. Internet social networks have enabled businesses to build solid relationship with its clients thus ensuring customer loyalty which in turn promotes the profitability of the business. By using internet social networks such as Twitters, MySpace and Face book which have a two way audience, businesses have been enabled to interact with their clientele. They are more capable of establishing whether the client requests have been realized. Internet social networks have increased the marketing power of businesses by enhancing viral marketing and communications between customers. For instance social networks such as twitter and facebook allow its end users to create â€Å"product craze groups† that mainly centre on airing feedbacks about a particular product. These peer-to-peer customer groups lower the costs of customer support groups. Social networks have contributed to teamwork in the business workforce. They have enabled employees to team up and share ideas even when they are in different localities. This has yielded heightened innovations, as presently witnessed, more businesses are coming up with outstanding inventions that have made life easier. â€Å"These networks have as well contributed to the making of better decisions in companies this is as a result of the cross functional inputs and consultations. Social networks have as well increased communications between companies and their employees thus promoting solid work relationships† (Happe, 2007). Furthermore social networks have played a great role in coordinating easy communications between businesses partners, consultants and developers this has in turn enabled some companies to realize a speedy cross-company achievements. Sales of some companies have increased due to the real-time market collaboration and capacities found in internet social networks.† These networks have also enabled the creation of interdependent links of business partners resulting to an increase in the profit net of business that participate in these links through the help of internet social networks† (Happe, 2007). Evidently, internet social networks have proven to be invaluable to Businesses. Initially the application of social networks in businesses was relatively minimal. However a wide range of business enterprises have discovered the immeasurable benefits of being linked to these networks this explains the popularity and rapid increase of users that these networks currently experience. Nevertheless with the dynamic and ever changing market internet social networks are being modified in order to meet the standards of its users and generate market growth in the coming decades. Shortcomings of Internet Social Networks in businesses. Internet social networks are generally advantageous in business settings however there are some risks involved that should be careful weighed by businesses enterprises before making links. Companies use various social networks tools to discuss business agendas however these tools are not available to companies because they are more customer oriented and have been taken up independently by small fractions of people within the business settings.† Since business cooperates cannot regulate their uses certain risks could be involved. For instance clients may be thwarted if their expectations are not met â€Å"(Happe, 2007). The on going increase of internet social networks in businesses may cause a sudden urge for businesses to adopt their functionality. This will give the IT departments challenging tasks of incorporating social networking applications and setting them up in the entire enterprise so as to meet the needs of partners, employees and clients. IT departments will face an even tougher task of managing the operations of these social networks. Most businesses face the risk of using a lot of resources to employ these technologies and then later discover that they are not profitable to their model of business. Notwithstanding, the fact that applications in social networks allow, users to share information, the policies of a given organization will determine the manner in which certain information are shared. Furthermore many companies fear losing control of the information shared thus they hold back from using social networks. Enterprises that dread contents that are customer generated may keep away from social networking links inhibiting inter-independent cooperations in social networks. Conclusion The business world, believes in the concept of â€Å"business is all about the people†. Internet social networks provide an elaborate platform for businesses to make connections and enhance their net profits. The application of the various internet social networks in businesses is invaluable since it enables businesses to easily market, advertise, promote brands and carryout trainings among many other things. Companies are increasingly adapting the applications provided in these networks in order to enhance their businesses. In as much as these networks are beneficial to businesses certain risks are involved however they do not outweigh the value of internet social networking in businesses. References Brogan, C. (2007). 50 Ideas of Using Twitter for Business. Retrieved on 19 July 2009 Brook, R. (2008). LinkedIn for Small Businesses and Enterprises. Retrieved on 19 July 2009 Castells, M. (2003). The Internet Galaxy. Oxford: Oxford University Press. Happe,R. (2007).TheBusinessValueofSocialNetworking.Retrievedon19July2009

Moses and the Burning Bush Essay -- essays research papers

Two men are walking to temple. The older man says to the younger man, â€Å"So, do you know why the Jewish people aren’t voting for President Bush?† The younger man replies with an inquisitive â€Å"No.† â€Å"Well,† says the older man, â€Å"the last time the Jewish people followed a Bush they wound up wandering in the Desert.†   Ã‚  Ã‚  Ã‚  Ã‚  This recent political joke is in reference to the Exodus story of Moses and the burning bush. As stated in the bible it reads:   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"Moses was tending the flock of Jethro, his father in law, the priest of Midian. He led the flock far into the wilderness and came to Horev, the mountain of Elohim. The angel of YHVH appeared to him in a flame of fire out of a bush. He gazed: the bush is blasing fire yet the bush is not consumed!† (Exodus 3:1-2)   Ã‚  Ã‚  Ã‚  Ã‚  Exodus is the second of the five â€Å"books of Moses† that tells the story of the Exodus of Israelites from Egypt through the Sinai Desert. When Moses was born, the Israelites were oppressed by the Egyptian Pharaoh and bound to a harsh life of labor taking part in building some of the great public works of Egypt such as the pyramids, fortresses, and installations to regulate the flow of the Nile River. For fear that the Israelite population would continue to increase, the Pharaoh insisted that every male Hebrew child would be killed at birth. Ironically, during this oppressive period, Moses, the â€Å"future deliverer of Israel†, was born. To protect his life, his mother sent him down the Nile in a specially woven ark. He was found by the Pharaoh’s daughter who took him in and, to add to the irony, she hired his mother to be his foster nurse. The baby boy grew up and was adopted into the Pharaoh’s household and named Moses. His name is derived from the Egyptian root â€Å"mose† meaning â€Å"son†, but in the Bible, it is said to hale from the Hebrew root meaning â€Å"drawn out of the water.†   Ã‚  Ã‚  Ã‚  Ã‚  Even though Moses, was raised as an Egyptian, he knew that he was truly Hebrew. After seeing an Egyptian taskmaster cruelly beating a Hebrew, Moses became so furious that he murdered the Egyptian. Fearing that the Pharaoh would find out what he had done, Moses fled to the wilderness, â€Å"the eternal safe retreat of outcasts from ancient society and of those in revolt against authority.† Moses found himself in the Sinai Desert amongst other ... ...suffering from harsh treatment and facing eradication, they had hope and faith for a better life. A life which Moses helped to bring them following his command from God. The excerpt from the Zohar concerning Moses and the burning bush ends with an uplifting quote, â€Å"Happy are Israel! The Blessed Holy One has separated them from all nations and called them His Children, as it is written: ‘You are children of YHVH your God!’ (Deuteronomy 14:1)† The people of Israel had endured a great deal of suffering in which most people would begin to question their faith in God. However, through this suffering, those of Israel have continued to separate themselves from others and persevered to serve their Lord. I feel that this story is very important concerning the history of the struggles that Jews have faced and overcome. Although, the joke at the beginning of this paper obviously seems to mock the story of Moses and the burning bush, the fact that the story is still remembered today and understood by the masses that it only further depicts the story’s vital significance to the Jewish religion. I see the joke as only a continued remembrance of the Prophet Moses and his struggles for Israel.

How Much Influence Does the President Have over the Legislative Process?

How much influence does the President have over the legislative process? (15) Many powers that the President has, Congress will be able to check due to the checks and balances imposed by the Founding Fathers. The fact that the Government has separation of powers, it is hard to gain the agreement between the legislative branch and the executive branch which the President needs. One could argue that the president does have influence over the legislative process to an extent, but it is significantly restrained by the checks and balances put in place which the Founding Fathers imposed. A key part of the legislative process is having a bill proposed. Whilst the President does have the power to do this, we must question how much influence he has over this. Congress has the power to amend, delay and even block the bills. The power to set the legislative agenda does not mean that the process will go according to plan. Even flagship legislation can fail, such as Congress defeating President Clinton’s flagship legislation which was intended to reform the health care system in 1994. Congress can also delay a bill through filibustering, which is where any senator/senators can talk for as long as they can on a bill (essentially talk a bill to death) unless 60 of 100 Senators vote to bring the debate to a close. A President may choose to veto a bill, which would exercise the Presidents influence. However, Congress could choose to override it, which then questions how much influence the President then has over the legislative process The president has some choices as to what to do with the bill before it is passed. The President could simply just sign it into law, which is what could happen if he wanted to take some credit for the bill and agree on it all. However, he could just leave the bill on his desk, which shows he would have very little influence on the process, and could indicate that he may know a veto would be overridden. Overall, the President does have some influence over the legislative process, however if he were to veto legislation, he could face criticism in the media and this could affect his popularity and therefore to an extent, the President has some influence over the legislative process.

A Brazilian America essays

A Brazilian America essays Freedom is often an ambiguous concept for Americans. While America is considered the home of the free the idea is not meant to encourage citizens to do anything they please or desire. If this were the case, then there would no form of structure and organization, which allows chaos to eventually ensue. In order to prevent such a thing from happening, a government is established. A government can set up laws and regulations to facilitate living in an environment where citizens have certain freedoms. Every citizen, however, must acknowledge that with every action comes a reaction. In other words, breaking a law or regulation leads to certain consequences such as imprisonment or even death. Gerry Spence, author of Easy in the Harness, illustrates how ultimate freedom demands a perfect vision of reality, one too painful for the healthy to endure... Pure freedom is pure terror (806). Therefore, inevitably, an American citizens freedom is somewhat limited to begin with. Aside from civil rights, what happens to an individuals personal freedom, like choosing their own fate? Terry Gilliams movie Brazil, demonstrates how the population of one society is deeply affected by an overly controlling government. The film follows the character, Sam Lowry, in his struggle of living in a society governed by a secret agency that discourages love since it disrupts efficiency. Essentially, the people in Brazil have their freedom stripped away from them as they are gradually being dehumanized. The society in Brazil is plagued by an extremely cautious government, which is now becoming increasingly noticeable in America. The government depends on the faith the citizens have in it, which in turn afflicts the citizens as they are no longer free individuals, but pawns to their government instead. The events of September 11 perpetuated a movement in which the U.S. government took action to eliminate terro...

Modal Verbs Grammar and Construction for ESL

Modal Verbs Grammar and Construction for ESL Modal verbs help qualify a verb by saying what a person can, may, should, or must do, as well as what might happen. The grammar used with modal verbs can be confusing at times. Generally speaking, modal verbs act like auxiliary verbs in that they are used together with a main verb. She has lived in New York for ten years. - auxiliary verb has  She might live in New York for ten years. - modal verb might Some modal forms such as have to, be able to and need are sometimes used with together with auxiliary verbs: Do you have to work tomorrow?Will you be able to come to the party next week? Others such as can, should, and must are not used with an auxiliary verb: Where should I go?They mustnt waste time.   This page provides an overview of the most common modal verbs including many exceptions to the rule. Can - May Both can and may are used in question form to ask permission. Examples of Asking Permission with May and Can Can I come with you?May I come with you? In the past, may was considered correct and can incorrect when asking for permission. However, in modern English it is common to use both forms and considered correct by all but the strictest of grammarians. Can - To Be Allowed To One of the uses of can is to express permission. In the simplest sense, we use can as a polite form to request something. However, at other times can expresses permission to do something specific. In this case, to be allowed to do something can also be used. To be allowed to is more formal and is commonly used for rules and regulations. Examples of Simple Questions: Can I come with you?Can I make a telephone call? Examples of Asking Permission Can I go to the party? Am I allowed to go to the party?Can he take the course with me? Is he allowed to take the course with me? Can - To Be Able To Can is also used to express ability. Another form that can be used to express ability is to be able to. Usually, either of these two forms can be used. I can play the piano. Im able to play the piano.She can speak Spanish. Shes able to speak Spanish. There is no future or perfect form of can. Use to be able to in both future and perfect tenses. Jacks been able to golf for three years.Ill be able to speak Spanish when I finish the course. Special Case of the Past Positive Form When speaking about a specific (non-general) event in the past only to be able to is used in the positive form. However, both can and to be able to are used in the past negative. I was able to get tickets for the concert. NOT I could get tickets for the concert.I couldnt come last night. OR I wasnt able to come last night. May / Might   May and might are used to express future possibilities. Do not use helping verbs with may or might. He may visit next week.She might fly to Amsterdam.   Must Must is used for strong personal obligation. When something is very important to us at a particular moment we use must. Oh, I really must go.My tooth is killing me. I must see a dentist. Have to Use have to for daily routines and responsibilities. He has to get up early every day.Do they have to travel often? Mustnt vs. Dont Have To Remember that mustnt expresses prohibition. Dont have to expresses something that is not required. However, if the person may choose to do so if he or she pleases. Children mustnt play with medicine.I dont have to go to work on Fridays. Should Should is used to ask for or give advice. Should I see a doctor?He should leave soon if he wants to catch the train. Should, Ought to, Had Better Both ought to and had better express the same idea as should. They can usually be used in place of should. You should see a dentist. Youd better see a dentist.They should join a team. They ought to join a team. NOTE: had better is a more urgent form. Modal Various Verb Forms Modal verbs are generally followed by the base form of the verb. She should come with us to the party.They must finish their homework before dinner.I might play tennis after work. Modal Verbs of Probability Modal verbs grammar can become especially confusing when taking a look at the verbs which follow the modal verb itself. Usually, modal verbs grammar dictates that modal verbs are followed by the base form of the verb to the present or future moment. However, Modal verbs can also be used with other forms of verbs. The most common of these modal verbs grammar forms is the use of the modal plus a perfect form to refer to a past time when using a modal verb of probability. She must have bought that house.Jane could have thought he was late.Tim cant have believed her story. Other forms used include the modal plus the progressive form to refer to what may / should / could be happening at the present moment of time. He may be studying for his math exam.He must be thinking about the future.Tom can be driving that truck, hes sick today.