Personal Statement Example | Topics and Well Written Essays - 500 words - 36

Individual Statement Example I have now chosen to follow my heart and complete my clinical program from the University with the goal that I can keep on serving the individuals who might profit by my expert mastery. Aside from the target of guaranteeing great training for my youngsters, I am a self-propelled individual who might want to arrive at the most elevated level of expert greatness, both as far as picking up information and accomplishing high status in the public eye as a clinical expert. I might likewise want to contribute productively to the general public which has been so useful in my long stretches of alteration inside another socially unique condition when I had moved from Armenia to America. My American companions and neighbors and my companions from Armenia have consistently urged me to remain hopeful person. Following 14 years of running a café effectively, I presently understand that my clinical experience should be applied for the more extensive government assistance of the general public which has given me to such an extent. In this way, I accept that the American degree in medication would furnish with important information and aptitudes so I can re-start my training as a d ental specialist in America. All through my vocation as a clinical expert, I have been proactively engaged with the prosperity of my patients just as with the understudies of clinical projects and local gatherings. I have broadly taken part in the clinical classes and meetings which have extraordinarily profited understudies and youthful clinical experts. I have been welcomed as visitor speakers in huge numbers of the gatherings sorted out at the Medical University of Yerevan, Armenia which has additionally perceived my commitment by granting me the declaration of ADA (Armenian Dental Association). I have likewise held instructive and clinical courses for clinical understudies where they got hands-on involvement with the clinical setting. The different exercises that included clinical crew and the

Military Psychology Free Essays

Military Psychology Military brain science is a wide market of brain research wherein basically all subfields of brain science where the exercises of character, authoritative and unusual brain research among others are applied to the necessities or wants of military organizers and tacticians. Explanations behind their application might be quick or continued. The utilization of mental research or hypothesis to the military can be utilized to break down either foe or neighborly powers, exemplified by consummating an assault on an adversary or fortifying the shortcoming of a partner. We will compose a custom exposition test on Military Psychology or then again any comparative theme just for you Request Now By expansion, military brain research could be utilized to analyze the distinctions in mentality to the combat zone as far as theory and execution of activities. The field has built up its most prominent acknowledgment through the dynamically continued or incapable post-battle programs for upset veterans. Conditions like â€Å"shell shock† and â€Å"post-awful pressure disorder† (PTSD) have figured conspicuously in the advancement of military treatment programs. Deliberately, knowledge and character testing have been applied to position tests for forthcoming military enlisted people. The occasions of World War I formatively affected the use of brain science to the real factors of the combat zone, giving the early field urgent authenticity. Prime supporter of the British Psychological Society and the National Institute of Industrial Psychology, Dr. Charles Myers, was chosen as the essential counselor on mental issues to the British armed forces in France during the war. His work is considered fundamental and he himself depicts in articulations that it was a disappointing undertaking to have British military tip top perceive the authenticity of his cases that troopers merited mental thought for their failure and saw reluctance to act in fight. Instituting the term â€Å"shell shock,† he engraved a suffering term into recorded cognizance that characterizes the evident mental harm dispensed by war. The term today is the most unmistakable in characterizing supposed â€Å"combat stress reactions† (CSRs) which involve outrageous fight weakness and ensuing lackluster showing in war. At the same time, American analyst Robert Yerkes started boundless knowledge and fitness testing in the American military by contriving standard insight tests for proficient and uneducated enlisted people, given the names Army Alpha and Army Beta tests separately. The tests broke down recruits’ capacity to draw analogies, perceive designs and perform math, among different tests, so as to pass judgment on their knowledge paying little heed to their formal instructive foundations. The emotional ascent in initiates with World War II incited a huge exertion to smooth out draftees. In view of the encounters starting with World War I testing, a few boards and divisions were made committed to assessment and position on a mental premise. The huge exertion broke down approximately 800,000 new warriors consistently during World War II, impacting the improvement of authoritative and modern brain research. The fundamental approach played well into the 1950s as veterans came back to the workforce or propelled their own organizations on a comparably composed enrollment and position model. The tests, created related to the Committee on Classification of Military Personnel, established the following stage in the advancement of American military bent tests. They supplanted the prior Alpha and Beta tests, and established the frameworks for the standard ASVAB test utilized by the American military starting at 2011. The vulnerability and uneasiness of the Vietnamese auditorium offered ascend higher than ever of fight instigated mental issues, most noticeably in post-horrendous pressure issue. The emotionally supportive network for American veterans, especially victims of this condition, is infamous in American culture and regularly condemned. Many contend the American military has shown it has taken in the fitting exercises from the bungle of the PTSD episode after the Vietnam War. A more grounded social help structure for returning American veterans from Iraq and Afghanistan is thought to have uprooted social threatening vibe, and advances in clinical brain science have been referenced. The utilization of brain research to threaten or break down the shortcomings of an adversary has been called â€Å"psychological fighting. Also, down to earth applications like individual profiling and authoritative brain research strategies have concocted concentrates on adversary commandants, even their technique, and guided way of thinking in settling on choices about war. This application has been applied with equivalent life to saw partners, for example, relative investigations amon g American and NATO military orders. Wavering and uncertainty have been highlighted as urgent shortcomings in European military culture, while American administrators have been refered to as snappier and less hesitant to utilize power to achieve a crucial. At the same time, American authorities have been scrutinized for standardizing a propensity to decrease the significance of the repercussions of military tasks and the danger the subsequent social conditions may establish against uniting military increases. Military brain science is a wide region of brain science where the exercises of character, hierarchical and unusual brain research among others are applied to the requirements or wants of military organizers and planners. Explanations behind their application might be prompt or supported. The utilization of mental research or hypothesis to the military can be utilized to break down either adversary or neighborly powers, exemplified by idealizing an assault on a foe or reinforcing the shortcoming of a partner. By expansion, military brain research could be utilized to look at the distinctions in perspectives to the combat zone as far as theory and execution of activities. The field has built up its most prominent acknowledgment through the fluidly supported or inadequate post-battle programs for pained veterans. Conditions like â€Å"shell shock† and â€Å"post-horrible pressure disorder† (PTSD) have figured noticeably in the advancement of military treatment programs. Deliberately, insight and character testing have been applied to position tests for point of view military volunteers. The occasions of World War I formatively affected the use of brain science to the real factors of the combat zone, giving the incipient field urgent authenticity. Fellow benefactor of the British Psychological Society and the National Institute of Industrial Psychology, Dr. Charles Myers, was chosen as the essential counsel on mental issues to the British armed forces in France during the war. His work is considered primary and he himself portrays in proclamations that it was a baffling undertaking to have British military first class perceive the authenticity of his cases that warriors merited mental thought for their powerlessness and saw reluctance to act in fight. Authoring the term â€Å"shell shock,† he engraved a suffering term into verifiable cognizance that characterizes the clear mental harm dispensed by war. The term today is the most unmistakable in characterizing alleged â€Å"combat stress reactions† (CSRs) which involve outrageous fight weakness and ensuing horrible showing in war. All the while, American clinician Robert Yerkes started across the board insight and fitness testing in the American military by formulating standard knowledge tests for educated and ignorant enlisted people, given the fame Army Alpha and Army Beta tests separately. The tests examined recruits’ capacity to draw nalogies, perceive designs and perform math among different tests in a manner to pass judgment on one’s insight paying little mind to their formal instructive foundations. The emotional ascent in initiates with World War II incited a monstrous exertion to smooth out draftees. In light of the encounters starting with World War I testing, a few panels and divisions were made dedicated to assessment and arrangement on a mental premise. The monstrous exertion dissected approximately 800,000 new fighters consistently during World War II, impacting the improvement of authoritative and mechanical brain research. The fundamental philosophy played well into the 1950s as veterans came back to the workforce or propelled their own organizations on a correspondingly composed enlistment and position model. The tests, created related to the Committee on Classification of Military Personnel, comprised the following stage in the advancement of American military inclination tests. They supplanted the previous Alpha and Beta tests, in addition to established the frameworks for the standard ASVAB test utilized by the American military starting at 2011. The vulnerability and uneasiness of the Vietnamese performance center offered ascend higher than ever of fight incited mental issues, most noticeably in post-horrendous pressure issue. The emotionally supportive network for American veterans, especially victims of this condition, is famous in American culture and regularly condemned. Many contend the American military has exhibited it has taken in the suitable exercises from the botch of the PTSD episode after the Vietnam War. A more grounded social help structure for returning American veterans from Iraq and Afghanistan is thought to have dislodged social threatening vibe, in addition to propels in clinical brain science have been referenced. The utilization of brain research to threaten or examine the shortcomings of an adversary has been called â€Å"psychological fighting. † Additionally, pragmatic applications like individual profiling and authoritative brain science procedures have concocted concentrates on adversary officers, even their strategy and controlling way of thinking in settling on choices about war. This appl

The Fear of Losing Control as a Symptom of OCD

The Fear of Losing Control as a Symptom of OCD OCD Types Print The Fear of Losing Control and Harming Others With OCD By Marla Deibler, PsyD facebook twitter Marla W. Deibler, PsyD, MSCP, is a licensed clinical psychologist and nationally-recognized expert in anxiety disorders and other mental health topics. Learn about our editorial policy Marla Deibler, PsyD Medically reviewed by Medically reviewed by Steven Gans, MD on July 02, 2015 Steven Gans, MD is board-certified in psychiatry and is an active supervisor, teacher, and mentor at Massachusetts General Hospital. Learn about our Medical Review Board Steven Gans, MD Updated on February 14, 2020 Hero Images/Getty Images More in OCD Types Causes Symptoms and Diagnosis Treatment Living With OCD Related Conditions Obsessive-compulsive disorder (OCD) is a psychiatric disorder, which involves both obsessionsâ€"recurrent, persistent, intrusive thoughts, images, or urges that cause anxiety or distressâ€"and compulsionsâ€"repetitive behaviors or acts that are meant to reduce or neutralize anxiety and fears.   Obsessions such as contamination concerns and those involving perfectionism are common  obsessional themes of OCD that can manifest as cleaning, washing, checking, and arranging. However, some cases of OCD are misunderstood, misdiagnosed, and not always effectively treated, such as those involving the fear of losing control.?? Fear of Harming or Killing Yourself If you find yourself asking the question: How do I know Im not going to hurt or kill myself?, it is important to distinguish between actual suicidal ideation and thoughts of wanting to die, versus unwanted, intrusive thoughts of fearing the loss of self-control that could potentially result in harming or killing yourself.?? If you have OCD, you may fear losing  control to the point where it  results in your own demise. This does not mean you want to kill yourself. Rather your compulsions are likely carried out in a way that ensures you are safe. Compulsions to keep you safe may include:Avoidance of knives or sharp objectsAvoidance of songs, movies, or readings, which involve death or injuryAvoidance of belts, ropes, medicine bottles, and cabinets, or other objects that may be associated with suicideAvoidance of being alone Fear of Deliberately Harming Someone Else Many people with OCD fear that harm will come to their loved ones. If you are afraid you will harm someone close to you, it is important to distinguish between actual homicidal ideation versus unwanted, intrusive thoughts of having the potential to lose control and kill a loved one.?? If you have OCD, your fear of losing control may manifest in a way that appears neglectful or avoidant. Similar obsessions may involve assault, rape, incest, or other personal aggression or violation. Compulsions of this nature are carried out to ensure loved ones are safe.?? Compulsions to keep another person safe from you include:Avoiding knives or sharp objectsAvoiding songs, movies, or readings, which involve murder, death, or injuryAvoiding touching or caring for a loved one who has been the subject of the unwanted thoughtsAvoiding being alone with the loved one You may carry out these compulsions as a means of reassuring yourself that you wont hurt or kill your loved one, even if you lose control. Fear of Unknowingly Harming Someone Else It is important to distinguish violent, antisocial behavior from unwanted, intrusive thoughts of uncertainty. If you have OCD, you might find uncertainty extremely distressing, thus increasing any obsessive thoughts you may experience.?? In these cases, compulsions are carried out as a way of trying to gain certainty. Compulsions may include seeking reassurances from others, checking behavior (locks, windows, schedules), and mental rituals that involve trying to seek clarification. A Word From Verywell If you have any of these thoughts, it is important to speak with your doctor or therapist. Current evidence-based symptom treatments for OCD and the fear of losing control include  cognitive behavioral therapy  (exposure and response prevention [ERP/ExRP]) and medication (selective serotonin reuptake inhibitors (SSRIs) for OCD).?? If you have treatment-resistant OCD, your doctor may try a procedure such as deep brain stimulation (DBS) or transcranial magnetic stimulation  (TMS).   The 9 Best Online Therapy Programs

Approaches Of Cost Out Nursing Services And Acuity...

Interventions Two approaches of cost out nursing services and acuity classification system proposed by Murray (2014) were presumed to be the most applicable after looking at many possible interventions. Nurse managers who focused on the individual needs and strive to meet those needs are more likely to retain their staff. A transactional leadership approach will work best under such circumstances because he or she can survey the nurses’ needs for a higher pay then set goals for them based on the expected performance (Huber, 2014). With appropriate protocols provided, nurses can demonstrate fiscal responsibility to help reduce costs such as using sterile packages efficiently. To articulate a definite need for change, Rogers (2003)†¦show more content†¦The second step in Rogers change model was for the nurse manager to persuade his or her nurses to form an attitude toward the innovation by having them participate in staff meetings. During these meetings, the nurse manager will discuss what is the expected performance to achieve the higher salary and other benefits as desired. The nurses will then follow the plan accordingly. Using a democratic management style, it is important to focus on human relations and teamwork as the key to success (Huber, 2014). The manager is must strive to involve all the nurses on the unit in any decision-making process and shares responsibility with the team. However, the nurse manager should be cautious when using this management style because motivating participation among the nurses will be a relentless challenge (Huber, 2014). Additionally, the nurse managers and staff should consider the differences among th e four different generational groups in the workplace (Workman, 2014). Each generation has its preference and perspective that must be taken into consideration during planning and decision-making processes. Nurses are obligated to document for each patient her length of stay, hours of care provided, and all of the interventions mentioned above. Next, the nurse manager can add up how much time and direct care costs needed to provide for each

Growing Up From An Economic Recession - 874 Words

Growing up in Ghana in the mid-nineties was a very challenging moment of my life. The West African country was recovering from an economic recession mainly attributed to series coup d’à ©tats that destabilized the economy and crippled most state institutions. These coup d’à ©tats, to an extent, left the country that once championed the emancipation of Africa in a deplorable state. The country experienced a protracted period of serious economic decline characterized by lax financial management, inflation rates well over 40%, extensive government involvement in the economy and an extremely high budget deficit. These weak macroeconomic fundamentals influenced the then government’s decision to implement a series of strenuous public policies; with the goal to place Ghana back on sound economic and social footing. I recall waking up one early morning to prepare for school. But I realized the â€Å"airwaves† were poised with anger. Most people in my neighborhood were glued to their radio sets, waiting impatiently on the government to confirm the rumors, circulating in the country about its decision to scrap the old tax policy and replace it with a new one; the Value Added Tax. Around midday, the government finally let the cat out of the bag and outlined in detail the various segments of the new tax policy. This policy mandates the government to impose taxes on consumer goods and services at all stages of production and distribution. Businesses can pass along a sizable percentage of theShow MoreRelatedGrowing Up From An Economic Recession1021 Words   |  5 PagesGrowing up in Gha na in the early to mid-nineties was very challenging for me and most people I came into contact with; yet provided the acumen to make sound personal and professional decisions. Ghana was recovering from an economic recession mainly attributed to series coup d’à ©tats that destabilized the economy and crippled most state institutions. As a result of this, the country experienced a protracted period of serious economic decline characterized by lax financial management, inflation ratesRead MorePros And Cons Of A Balanced Budget1397 Words   |  6 PagesTristan Santos Andrew Jalil Economics 351: History of Macroeconomic Policy 4/21/17 Pros and Cons of a Balanced Budget In 1995, US Congressional lawmakers introduced an amendment to the United States Constitution that would restrict federal spending to the sum of its collected revenues in any given fiscal year. The â€Å"Balanced Budget Amendment† would’ve taken full effect in 2002, guaranteeing a balanced federal budget unless a budgetary deficit was approved by two thirds of the Senate . The proposedRead MoreEssay on Analysing the Recent Economic Recession and Its Effects1122 Words   |  5 Pagesbetween economic downturns and economic upturns (Investopedia n.d.). A recession is an economic downturn and happens in every country and some recessions are worse than others and the output of GDP and employment are falling farther and faster. The great depression lasted from 1929-1933 and was a deep prolonged downturn in the business cycle before a recovery/expansion of the business cycle occurred and GDP and employment started to rise (Krugman Wells. 2012). The next recession lasted from 1981-1982Read MoreWorld War I And The Great Depression1598 Words   |  7 Pageseconomy was in a small recession when entering the war, which was reversed by a 44 month period of growth caused by production for the war (NBER). This 44 month period helped the economy expand, and furthered the strength of the country. It also furthered the confidence of American businesses and the government which contributed to the attitude that caused overconfidence and helped to spread the Great Depression. When World War I ended in 1918, it had many unforeseen economic consequences. DespiteRead MoreNorway : A Country That Occupies The North Region Of Europe1386 Words   |  6 PagesNorway, also referred to as Norge, is a country that occupies the north region of Europe. Norway occupies most of the western half of the scandinavian peninsula and is mostly made up of mountains. About half or more of Norway’s population live in the southern region. Norway is made up of an indented cost and around fifty thousand islands located off shore; these islands were carved by deep glacial fjords. The population of Norway is around five million, one hundred and thirty nine thousand (Joys)Read MoreEssay about 1980 s Double Dip Recession1407 Words   |  6 PagesDouble Dip Recession Overview I. Introduction The 1980-1982 Double Dip recession brings up the curiosity of how the stagflation of the seventy’s affected the early eighty’s in which it caused the Fed and the USA congress to be switching back and forth from stimulus and restraints causing us to fall to our first recession. Then not till later we will see that Paul Voucher Chairman of the Board of Governors use heavy monetary restraints to control the inflation and ending the first recession only toRead MoreUK Economy904 Words   |  4 PagesUK Economy An analysis of the latest figures for key economic indicators and the factors which have affected these indicators. This should include the figures for unemployment, inflation and economic growth. Unemployment The unemployment rate serves as one of the primary indicators of the overall health of the economy. The current the unemployment rate is at 7.8% (Office for National Statistics, 2012). This does not include a large portion of the population though. There is a large numberRead MoreInternational Monetary Fund And The European Union Has Changed The Environment Of The Country s Worst Economic Recession1210 Words   |  5 Pagesstruggling under the weight of the country’s worst economic recession in recent history, the economic, political, and social environment of both the native and immigrant people has changed dramatically, with employment and income rapidly shrinking, and competition within the two groups increasing. This has resulted in lower wages, a contracting labor market, and fewer regularized immigrants; all of which drawing attention to immigration as a growing threat to the cohesion of modern Greek society. Read MoreCurrent State Of US Economy1503 Words   |  7 P agesmost protracted recession since the Great Depression. The financial crisis that began in the fall of 2008 had enduring effects on economic performance. In the first quarter of 2009, real gross domestic product (real GDP) fell by 6.4 percent. Real GDP fell for four straight quarters, from third quarter 2008 through second quarter 2009. The good news is that we have enjoyed more than three years of uninterrupted economic growth (Real GDP) and falling unemployment since the  recession  ended in June 2009Read MoreThe Rate Of Gross Domestic Product And Unemployment863 Words   |  4 PagesUnemployment Of an economy† The economic power of an economy is what truly enables it to be a global ruler; furthermore a strong economy means the people are employed, successful and thriving. The best way to measure the economy’s current health is to just take a look at their Gross domestic production and unemployment rate. A strong economy stands for global dominance and influence, resulting in high standards of living, decreased unemployment, and prevention from recessions, depressions and also lower

Implementing Vygotsky’s Model of Child Development Free Essays

Implementing Vygotsky’s  Social  Learning Theory  in the Classroom Jodi Zeman Growing and Learning Theories VTE-ED 571 October 25, 2010 Sheryl Bunn 2 Implementing Vygotsky’s Social Learning Theory in the Classroom Contrary to Sigmund Freud’s theory,  Lev  Vygotsky’s concept is anchored in the idea that a child learns new complex tasks from a more advanced adult or sibling helping him or her through these new situations. His  cognitive-developmental approach based on an idea Jerome Bruner later labeled â€Å"scaffolding† (Wood, Bruner, ; Ross, 1976). This person leads the child through tasks that might otherwise be too advanced for a developing child  alone,  but with the guidance and help from the leader these are attainable. We will write a custom essay sample on Implementing Vygotsky’s Model of Child Development or any similar topic only for you Order Now This gives the child a guide as he or she progresses and eventually begins to conquer problems or new tasks independently. A large part of the  success of the child has to do with the structure  or â€Å"scaffolding† the child has in place  to help him or her along the  journey thus making social interaction a vital part of his  theory. This concept applies directly to the high school physical education â€Å"classroom†. There are unique challenges that a teacher comes across when trying to use traditional instructional methods in an atypical classroom. The learning environment is not always conducive to the educator communicating important points with visual, audio and tactile cues to help. There is no â€Å"note taking† or list of terms on the whiteboard used to offer reinforcement. Instead  of an  educator lecturing  the theories and fundamental rules involved in an activity, the teacher must take an active role to  engage with the students. Vygotsky’s approach is very hands-on, in that there is  no formal distance between the teacher and the 3 students in  instruction. The teacher interacts with the students and helps them to complete tasks that might otherwise be more advanced than they  would be able to handle on their own. An example of this in the area of physical education would be illustrated in  an introduction to volleyball. We would start by reviewing techniques used to do basic fundamental skills needed for volleyball while introducing the terms and names for these techniques. The teacher would then demonstrate these techniques for the students to use as a visual guide for what the skill set might look like, and also go over common pitfalls students might face in the  physical activity to alleviate pressures  some of the students might have before attempting the exercise. We would start with basic technical skills and give each student a chance to participate in the exercise. Once all the students demonstrate the basic skill discussed, we would introduce a slightly more challenging version of the first drill. For instance, initially the teacher or a partner would toss a ball up in the air to the person demonstrating â€Å"the pass† and the participant would then try to  pass the volleyball back to the tosser. The other students would watch and support the students when they were successful. The nature of a physical education class does lend itself to Vygotsky’s  cooperative ideas and team learning style. The students can break up into groups and work together to improve the skills set forth for the class. A modification of this exercise to make it more challenging would be to pair the students up and instead of tossing the ball back to each other they would try to pass the ball back and forth in a controlled manner to the other partner. They would try to  keep the passes going in a controlled manner back and forth to each other. I would then 4 observe and let the students try to explore the task with a partner. If there were people who struggled with the initial drill I would pair them  up with a classmate who successfully completed the task. Once we complete the initial introduction to the basic skill of passing we would then introduce the class to the actual playing area. This would serve both the struggling student and the one acting as a peer tutor to understand the skill further. The nature of Vygotsky’s theory is grounded in the concept that the environment we are in will have a direct and powerful role in how we might learn and grow. This is why it is so incredibly important for students to receive positive praise for their efforts. Anytime the students complete a requested task there should be a lifting up of that student and recognition that the goal was met. Physical education can be a bit tricky because you have so many students with different athletic levels and backgrounds. The students also may have self-esteem issues which are often put into the forefront when having to demonstrate skills in front of others. This leaves the student open to the possibility of failure of the task and consequently, ridicule. That is why in P. E. the instructor has to emphasize the importance of effort more than execution. A positive attitude and a effort-filled attempt is a praise-worthy demonstration of an exercise. Mastery will only come if the student feels comfortable enough to put himself or herself out there to try it. References Bee, H. , ; Boyd, D. (2004). The Developing Child. Retrieved from the University of Phoenix e-Book     Ã‚  Ã‚  Ã‚  Ã‚   Collection database. Barbara Blake and Tambra Pope (2008). Developmental Psychology: Incorporating Piaget’s and Vygotsky’s Theories in Classrooms. Journal of Cross-Disciplinary Perspectives in Education Vol. 1, No. 1 (May 2008) 59 – 67. How to cite Implementing Vygotsky’s Model of Child Development, Papers

Commentary on Women Beware Women free essay sample

Beware Women is a Jacobean tragedy, which has a complex plot and deals with corrupted characters. This tragedy is about corruption in the court and life in general, love by money and how women can lead other women to destruction. As Tricomi states about the characters, they ‘are not wholly the product of their circumstances, but their circumstances condition their choices and propel them toward their destiny’. Middleton, as other Jacobean playwrights before him, has managed to point out that ‘aristocratic life is brutal and corrupt’. 2] The focus of this commentary will be concentrated on marriage and to what can lead one to fall apart. The first scene (Act I), deals with the characters of the play’s main plot: Leantio, Bianca and the Mother. In this scene, the readers come across with the insulting behaviour towards Bianca, where she is treated as an object. Leantio speaks of his wife with words of business, to him she is â€Å"the most unvalued’st purchase†. He describes her as if she was a dangerous object that must stay hidden and safe, away from the sight of men. When he talks about her, it is obvious that Bianca is for him a treasure and he is the thief that now has to hide his â€Å"best piece of theft† (I. ii) in a safe place so no one will steal it from him. Such words describing a human being are rather cruel, especially when Leantio is talking about a person for whom he is supposed to have true and pure feelings of love. Leantio is aware that Bianca’s family is rich, but he also knows that by marrying Bianca in secrecy and taking her away from them, Bianca will lose all of the property and money that belongs to her. He has also written over to her his house and put his mother in jeopardy. Although his act seems a romantic one and, even though he speaks of that relationship and feelings as being pure, his love is not mature; rather, it is one filled with jealousy. In the beginning of the play Bianca could be characterised as the victim because she has a mother-in-law who is not fond of her and does not approve their marriage and she is now imprisoned in poverty and in home. However, Bianca is ‘as much a victim as perpetrator, and she is to be judged as a tragic protagonist with a vexing mix of virtues and flaws’. [3] As seen in the plot, the Mother aids and abets in Bianca’s meeting with the Duke. The Mother and Livia hatched up a plan for Bianca’s rape and she falls into the trap, as Isabella did, but the rape was almost enticed on her part. ‘The attitude towards Bianca is one of dehumanizing possession and manipulation’. [4] But Bianca, after that, changes drastically and soon enough she becomes one of the most corrupted characters, who along with others, brings about the downfall and the final bloodshed in the play. Bianca chose money over her marriage, although, she blames the other women for her disaster. ‘Treachery and betrayal [ ] are Bianca’s terms of explanation for her downfall’. [5] Bianca is seen by her mother-in-law as an added burden to her son’s finances. The Mother’s interest is focused only on money. For the Mother, Bianca as a wife has nothing to offer, she will only demand and receive. The Mother is sizing up the economics of their situation now that there are three members in the family. Leantio can barely support himself, and up until now he had to support his mother as well. The Mother doubts that her son is able to support a family of three. She claims that nothing can save him from this financial dead end by saying â€Å"My life can give you But little helps, and my death lesser hopes† (I. i). The Mother thinks of Bianca, as for every other wife, that she will require from Leantio â€Å"maintenance† (I. ii) fitting to her â€Å"birth and virtues† (I. ii), but also gratification of her desire for â€Å"affections, wills, and humours† (I. ii). [6] Leantio then expresses his intentions towards Bianca, by replying to his mother’s words, pleading with her not to â€Å"teach her to rebel† (I. ii) now that â€Å"she’s in a good way to obedience† (I. ii). Leantio’s â€Å"assurance† (I. ii), of keeping his â€Å"jewel† (I. ii) locked away â€Å"from all men’s eyes† (I. ii), is his mother. She is the one who holds the â€Å"key† (I. i) to his â€Å"treasure† (I. ii), and â€Å"old mothers† (I. ii) are â€Å"good to look to keys† (I. ii) when â€Å"sons lock chests† (I. ii). However, the irony here is that later on, it’s the Mother herself who pushes Bianca towards rape with the Duke, first to get rid of her, but then to accrue some of the benefits from the court life for herself and her son. Bianca is to Leantio nothing but an object of â€Å"great value† (I. ii), a â€Å"matchless jewel† (I. ii) that he has stolen. Because â€Å"temptation is a devil will not stick to fasten upon a saint† (I. ii), Leantio’s â€Å"gem† (I. ii) must stay hidden and locked. This is the â€Å"great policy† (I. i) for Leantio in order to never lose a treasure; never â€Å"show thieves our wealth† (I. ii). Bianca is the â€Å"treasure† (I. ii), Leantio is the â€Å"thief† (I. ii), and the â€Å"key† (I. ii) to his happiness holds his mother, thus, it could be said that the chest with the key is symbolic of Leantio and Bianca’s relationship. To conclude, this tragedy proves that women should beware women. Women lead other women to destruction, and are even responsible for another woman’s rape. Corruption and enemies are present everywhere but, as Bianca says in her dying breath, â€Å"Like our own sex, we have no enemy†.

The conceptions of power and domination found in the works of Karl Marx, Max Weber and Michel Foucault

Introduction The notion of power can be looked at as a definite degree control of the individuals and others showing itself through different ways. Whether those individual notice it or not, the majority of them are subject to a variety of power types on a daily basis and are likely to recognize it as a normal occurrence.Advertising We will write a custom essay sample on The conceptions of power and domination found in the works of Karl Marx, Max Weber and Michel Foucault specifically for you for only $16.05 $11/page Learn More Throughout the history, the concept of power arose in many different approaches from many ideologies. However, the modern understanding of power has been influenced with the works of Karl Marx, Max Weber, and Michael Foucault who attempted to introduce various perceptions of what power is and how it is formed and the way it works. Karl Marx provides dominance to the macro sphere, dealing with the major socio class that own mode of production. Weber concept’s of power base in bureaucracy that empower individual, whereas, Michel Foucault highlights the need for micro theory dealing with discourse and power and knowledge (Goodwin Scimecca 2005, p. 184). Concepts of power and domination according to Karl Marx Karl Marx concept of power and domination is founded on his proposition that defines distinctions of class possessions. The state is capable of deriving power when it can guarantee provisions to address the diverse needs of the populace. According to this concept social classes exist because of possessions that eventually define and establish domination. Social classes have characteristic political power. This defines the strength possessed by these classes. These groups will use such strength to take control of their interests. This defines a facet of domination derived from possessing material things. However, the process of domination also relates to influence in an ideological sense. Generally M arx postulated that material possessions are pertinent determinants that shape and provide identity to a particular social class. This also determines the group’s culture and behavior. It is pertinent to note at this point that existing variations in possessions in terms of material determines the levels of domination although this will vary for different social groupings or classes. These variations are a typical feature within the Marxian theory that indicates that class struggles define the power and domination within this theory (Collins 1974).Advertising Looking for essay on social sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More Another aspect to understand in the concept of domination and power according to Karl Marx is related to labor power. Characteristically Karl Marx defines domination in which the bourgeois exploit the proletariat. In this light the most fundamental struggle against domination would involve freein g the society from exploitation by one class. This in a way explains the communist concept, where according to Marx power is transferred to the proletariat. In this view Marx formulated various stages to the so-called liberation of the proletariat. According to Karl Marx the initial step of revolution involves the proletariat gaining power. However, the struggle is not over until the proletariat in power has established his class as the ruling class thereby extorting the capital from the bourgeois. Karl Marx’s view on power and domination involved the struggle between social classes (Seidman 2008, p. 83). The ruling class would dominate the subordinate class that was typically relegated to the production sector. In this view Marx postulated that the end of such domination was the objective of the communist struggle. Marx has indicated clearly the duality to power and domination by, including materialism and intellectualism as a means of dominance (Marx, Engels McLellan 1998, p. 207; Marx 1999, p. 66). As such philosophers can dominate and control the affairs of the time. Generally Karl Marx has based his conception of power and domination on a perpetual struggle between social classes fighting for the control of ideologies and material. The primary objective of this struggle according to this conception is to promote the subordinate class to rulership. Concepts of power and domination according to Michel Foucault Foucault’s understanding of power is viewed from two points of view. One understanding denotes power as the constriction and restrain imposed by state machinery over a people. In this understanding the power holders in the state are considered the noble or elite. Alternative consideration by Foucault perceives power as a creation intended to set free people from the burdens and bondages of the society. Foucault in his second view explains that power rests on the belief on influence of human souls over the body.Advertising We will w rite a custom essay sample on The conceptions of power and domination found in the works of Karl Marx, Max Weber and Michel Foucault specifically for you for only $16.05 $11/page Learn More Based on this understanding the human soul ensures that an individual builds successful relationships with others regardless of all other factors (Foucault 1975, p. 122). Additionally Foucault disputes the common perception that people have dominance inclinations over others further disputing the inequity prevalent in relationships. Based on this understanding Foucault suggests that power is practiced rather than owned. A distinction that can be drawn from Foucault and Marx conceptions relates to the perception of power itself. According to Foucault power is viewed as an unclear concept (Gutting 1994, p. 78). However, from Marx’s view power is defined and wielded by a social class. In addition Foucault suggests that power is dependent on relationships indicating th at everyone at some time is empowered. However, the traditional view differs from this concept by Foucault instead proposing that power is held by a dominant social class. Further distinction is drawn from Foucault’s understanding of domination that according to him is the result of a particular act rather than a defined role by an authority. Basing on such understanding empowerment ideologies like feminism has gained currently from this postulation. However, the feminist movement may not be a universally accepted phenomenon because of the diversity in the women class from different countries. As such what empowerment in the west is may not be exactly as what is in China or India. Accordingly Foucault does not propose a clear definition of power as indicated by other theorists like Karl Marx. Foucault indeed proposes that power can be employed by different people during different times and dependent on particular situation (Foucault 1988, p. 34). Therefore, the distinction dr awn from Foucault’s understanding of power with other theorists relates to this explanation that power holders within a society are not specific, but the process is circumstantial. This view is radically contradictory to those views that currently define societal power, including the Marxism theory.Advertising Looking for essay on social sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More The divergent from other theories is further amplified by the notion that power is not constrained and does not restrict, and that the aspect of domination is not identifiable within this conception by Foucault on power and domination (Thorpe n.d). Concepts of power and domination according to Max Weber Max Weber’s concept of power proposes it as something vague that cannot be easily categorized. Accordingly power from Weber’s point of view involves man’s realization of his own will in the society albeit meeting resistance from that particular society. Weber suggests that power can be typically identified and is sourced from different sources and value for its own sake. Generally Weber indicates that power is determined by social honor that comes with prestige. Additionally power drawn from a legal order is feasible under this conception although the legal order is not considered the primary source. Max Weber considered money power as unethical and unjustifiable . On the issue of domination Weber underscores that this is an indication of some degree of voluntary submission by the subject of power based on some genuinely vested interests (Bodley 2002, p. 67). However, exceptions would be with modern world cases like the Hitler domination that was generally intended to propagate Germany domination of the world. Thus domination and obedience can only be viewed dependently for the former to be considered legitimate. This is based on the understanding that obedience shows acceptance to the content of a command. Weber further postulated that authority can be categorized into three areas (Rhienstein 1954; Weber 1978; Weber 1958; Weber 2001, p. 117). Legally owned authority relates to power with the officialdom of the day. The orders or commands propagated here are obeyed by virtue of one being the office bearer. Such is the power held by different governmental systems of the day whether presidential or parliamentary. The other category of authorit y defined by Weber is the legitimate authority (Gerth Mills 1946, p. 217). This is founded on conventionally accepted structures that propagate a belief of the legitimacy of a system and those within the system. Such is the case with monarchies and thus Queen Elizabeth II has authority defined by traditions that have remained for a long time and are held in loyalty by her. Power can also come from compelling authority where such person exercise dominance based on his or her exceptional qualities. From Weber’s point of view domination is thus maintained through perpetual governance that promotes obedience to the power holders by the public or society. A typical resultant feature of such an arrangement is bureaucracy that continually propagates domination (Goodsell 1994, p.190). Thus Weber postulates that governments uphold control through bureaucracy prevalent in subsidiary instruments of governance like the army and police force used to enforce state order (Hummel 1998, p. 3 07; Merton 1952; Wilson 1989, p. 77). Comparing the power and domination theories When looking at Karl Marx, Michel Foucault, and Max Weber theories on power and domination, it is visibly true that these theories show variations in their ideology, understanding, and practicability. The theories by these three are considered as the most influential politically in modern time. However, they also continue to draws much debate. Max Weber and Karl Marx postulations have gained increased acceptance in comparison to Foucault’s theories. Perhaps an area currently benefiting from Foucault’s theories that are inclined toward societal and moral wellbeing are activist groups that continue to agitate for individual rights. Such include the gender and gay activist groups. Therefore, it can be inferred that Foucault theories have gained wider acceptance in the western world where levels of activisms are on the rise. According to Karl Marx power and domination are founded on the econo mic arrangements of the day. Predominantly the industrial and agricultural arrangement gives forth two distinct social classes the bourgeois and the proletariat. Domination can be explained from a social class perspective. From this theory the origins of power are clearly linked to its creation through labor as a cost of production giving forth the relationship between work and power. Karl Marx’s views propelled the Soviet Union to world superpower base on the enthronement of the proletariat class. However, the demise of the union in the 1990s was because of the failure by the Marxists to uphold his beliefs that maintained that means of production must be hurriedly enhanced. Whereas Foucault and Marx share conception on the view of power as held and exercised by the elite class in the society the distinction arises from the empowerment and disempowerment source where Marx relates it to economic differentiation whereas Foucault bases it on political and state arrangements. The refore, Foucault assumes that everyone has power relative to the role they are playing within society. Therefore, there are no universal rights that are class specific as postulated by Marx rather domination is circumstantial and not absolute. Weber’s understanding of power and domination significantly diverges from that of Foucault and Marx. In his theory Weber indicates that power is a political happening that results from social honor and prestige and not economic strength as proposed by Marx. With instruments of authority in place domination is attained through command and obedience typical of the bureaucratic arrangements in many governments today. Conclusion The former Soviet Union is a classical model of how the three theories of power and domination apply. The union was a product of Marxist revolution with Russian proletariats wresting power from the Czarist bourgeois of that time. In the 1990s Foucault’s postulations on individualism account for the eventual d isintegration of the union into independent states (Foucault 1994, p. 136). Finally each of these states is established on Max Weber’s propositions that indicate bureaucratic state machinery that governs each of the states. Reference List Bodley, JH 2002, The power of scale: A global history approach, M.E. Sharpe, Armonk. Collins, R 1974, Conflict sociology, Academic Press, New York. Foucault, M 1975, Discipline and punish: the birth of the prison, Random House, New York. Foucault, M 1988, Madness and civilization: A history of insanity in the age of reason, Vintage, London. Foucault, M 1994, The order of things: archaeology of human sciences, Vintage. London. Gerth, H Mills, G 1946, From Max Weber: Essays in sociology, Oxford University Press, New York. Goodsell, C 1994, The Case for bureaucracy, Chatham House Publishers Inc., New Jersey. Goodwin, G Scimecca, J 2005, Classical sociological theory: Rediscovering the promise of sociology, Wadsworth Publishing, Belmont. Gutti ng, G (ed.) 1994, The Cambridge companion to Foucault, Cambridge University Press, Cambridge. Hummel, R 1998, ‘Bureaucracy’, The International Encyclopedia of Public Policy and Administration, p. 307. Marx, K 1999, Das capital, Gateway, New York. Marx, K, Engels, F McLellan, D 1998, The communist manifesto, Oxford University Press, New York. Merton, R 1952, Bureaucratic Structure and Personality in Reader in Bureaucracy, Free Press, New York. Rhienstein, M 1954, Max Weber on Law in Economy and Society, Simon and Shuster, New York. Seidman, S 2008, Contested knowledge: Social theory today, Wiley, New York. Thorpe J n.d., An analysis and comparison of Michel Foucault’s and Marx’s theory of power relations. Web. Weber, M 1958, From Max Weber: Essays in Sociology, Oxford University Press, New York. Weber, M 1978, The protestant ethic and the spirit of capitalism, University of California Press, California Weber, M 2001, Economy and society: An outline of inte rpretive sociology, 2nd edn, Routledge, New York. Wilson, JQ 1989, Bureaucracy: What government agencies do and why they do it, Basic Books Boulder. This essay on The conceptions of power and domination found in the works of Karl Marx, Max Weber and Michel Foucault was written and submitted by user Jorge Winters to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Breakfast Cereals in Uk 07 Essays

Breakfast Cereals in Uk 07 Essays Breakfast Cereals in Uk 07 Essay Breakfast Cereals in Uk 07 Essay Breakfast Cereals in United Kingdom 2007 Introduction: Aim: The aim of this report is to discuss whether The change of macroeconomic situation is an opportunity or threat for United Kingdom’s breakfast cereal industry. Compare the external microenvironment that affects firms in which breakfast cereal industry operates with the help of PEST analysis. To evaluate the operational strategy that affects the level of competitive environment in an industry using Porter’s five force model. Why I chose this industry: Cereals are a great start to the day. â€Å"Breakfast like a king, lunch like a prince and dine like a pauper. By Adelle Davis Like most proverb says, this one hold more than a gram of truth. Breakfast cereals are certainly the most important meal of the day. It is a time when we ‘Break the Fast’ of the night, which can be anything up to 10 or 12 hours. The nutritional benefits of breakfast, facts suggest that this important meal provide a number of ot her benefits to give us the best start of the day. Breakfast cereals industry is diverse and has come up with new exciting flavors. There is an increase in the market with consumption of oats, muesli and high- fiber cereals, since 2002. Without doubt, health is the key factor that drives the expansion of the industry and consumption. This is one of the most growing industries despite the market is saturated and that cereals have been facing increasingly fierce pressure from alternatives, such as cereals bars and croissants. The breakfast cereal in United Kingdom has also grown in value terms increasing by an estimated 9. 5% between 2002 and 2006, to ? 1. 23bn at retail selling prices (RSP) reflecting the growth in volume and the shift towards premium – price products. There has been offset to some extent by aggressive price discounting by the major multiples. Some cereals have also come under fierce attack for their allegedly high sugar, fats and salt contents. In addition, they have placed more emphasis on their brands health credentials, and new product development (NPD) has followed this trend. The market appears to be very strong, and has healthy image, are convenient to use and are already a well-established item in most peoples kitchens. However, they should continue to be beneficiaries of the two major trends influencing food and drinks markets, not just in the UK but around the world - namely demand for healthy and convenient products. Boundaries: As the topic of this easy is analyzing the breakfast cereals industry in United Kingdom, emphasis is on the source related to United Kingdom’s environment during the process of collecting materials. The data statistics reports given was collected were one or two years before. There was no much reports available for reference. Moreover, the materials collected in this research are secondary data. To analyse the market efficiently primary report has to be used. Industry Sector: Sector introduction: The cereal market has managed a strong level of growth in the market volume and values in United Kingdom since 2000. The breakfast cereals market has grown over ? 1,090 million (2002) to ? 1,280 million (2007) with over 95% of house stock breakfast cereals [23,24]. There is a strong growth of 17% in the size of household penetration over last five years [23]. The volume of consumption of the cereals has been 432,000 tonnes in 2007 with a growth of just 7% over this period [23,1,2,3,4]. Over 87% of the household consume breakfast cereals twice every weekday. There are reports, which say that United Kingdom is the second highest global consumer of Breakfast cereals, [24]. This has occurred due to strong permiumisation in the market, as there is higher value of products launched. There is always demand for products that delivery high taste and quality with health as superior, [23]. The revolution towards healthy eating has been used by the breakfast cereal manufacturers, who make use of their intrinsic healthiness of their products and there by widening the scientific evidence to support the eating of breakfast cereal. The manufacturers are stressing about their health credentials on packs (like fiber, calories, vitamins, minerals, wholegrain and super food), so that the message reaches the increasing target audiences. However, the hot cereals accounts for only 12% of the market had seen strong until 2006 driven by the growing consumers’ interest in oats, [23]. Therefore, the hot cereals have launches a number of oats based cold cereals, which include oatibix, oatsmore, and cheerios oats, which now have taken over the hot cereals market. There is an ongoing development in the eating on the go and snacking market has played an important part in the growth of the industries. PEST Analysis: The PEST analysis is an analysis of the external microenvironment that affects all firms in which a business operates. The PEST is an ellipsis for the Political, Economic, Social, and technological factors of the external macro environment. These factors usually are beyond the control of firm’s but sometime become threat for the firm itself. This analysis is important when developing a product, business or strategy planning. POLITICAL: This arena will have huge influence depending on the regulation of business and the spending power of consumers and other business. Many political factors affect this industry as it deals with the foods. There are many basic regulations for the food industries but here there are only few important laws and regulations that have been discussed. ACFM Statement on salt: Members of the Association of Cereal Food Manufacturers* (ACFM) have announced a significant 38% reduction in salt which contain an average of 0. 36g of sodium per 100g, which equates to less than 5% of the average adult daily intake. Now, the Breakfast Cereals manufactures are leading the way in product reformulation such as salt reduction and clear nutritional labeling through Guideline Daily Amounts (GDAs). [24 ] ACFM Statement on sugars: The European Regulation (EC) No 1924/2006 stated that product which says as Low Sugar must contain 5g/100g total sugars. Green colour coding for breakfast cereals should be criterion. The regulation also requires the statement â€Å"contains naturally occurring sugars† if the product have natural sugar and if the manufacturer claims no added sugar. These information should be provided in the core of the signpost with the colour coding, which was recommended for each. However, it suggested that cereals that have no added sugar, like fruit muesli, could be excluded from the recommended signposting categories. [24, 26]. The colour code for sugars, Green if total sugars are less than or equal to 5g/100g. The colour Amber if total sugar exceeds 5g/100g and added sugars are less than 12. 5g/100g. The Red colour denoted if added sugars are more than 12. 5g/100g. Fortification Breakfast Cereals: New regulation on food fortification 1925/2006/EC in 2007 for foods, which should be voluntary fortification (breakfast cereals) not for foods that are subjected to mandatory fortification. The recommendation is based on the nutritionists, who says that the breakfast should be provide 20 -25% of daily requirements. The fortified breakfast cereals are more likely to meet their daily requirements of essential vitamins and minerals. For instance, there should be around 20% of total iron, 15% of folic acid, 14% of vitamin B1, 13% of vitamin B6, 15% of riboflavin and 10% of niacin. 24, 27]. ACFM position on Food Labelling – Guideline Daily Amounts (GDA): The Association of Cereal Food Manufacturers have supports the government objectives along with the Food Standards Agency, to provide clear information on the nutritional labeling by implementing the use of Guideline Daily Amounts (GDA’s). Thereby giving the consumer clear informationâ€℠¢s on the nutritional contents in their foods so that they know what they eat, [24,12]. ECONOMIC: The success of breakfast cereals is due to penetration and frequency of usage is high, with more than half of consumer eat cereals at least once each day, [9,10]. As they are well-established market with big brands and huge marketing budgets. The market is a matured due to the popularity that keeps the cereals market sales persistently high. The breakfast cereals are facing increasing pressure from alternatives, such as cereal bars and croissants, [16]. The increasing usage has been the focus of growing market (Kellogg’s challenge, weetabix- more than cereal consumption). They have placed more emphasis on their brands health credentials, and new product development (NPD) has followed this trend. The market is very stable in terms of brand shares and suppliers. There is growing demand for the cereals globally, have increased the price of breakfast cereals and farmers are turning the land over to the production of bio-fuel. The increase in raw materials prices is due to erratic change in the weather and crop damage is becoming common with poor harvest. This have pushed the retail selling price (RSP) of cereals in United States, there by rising the price of breakfast cereals at the point of sales in United Kingdom, [23,17]. The manufacturer has to focus on the production values (such as provenance, organic and even fair trade) to shape the future direction of the market. The survey done by BMRB (British Market Research Bureau) International Ltds Target Group Index (TGI) that cold breakfast cereals remain a family favorites. In 2006, around 86% of adults had eaten cold breakfast cereals over the past 12 months, which is an extremely high rate of household penetration. Hot cereals recorded a much lower level of household penetration than cold cereals, but, at 49. 4% of adults, but the penetration rate was still impressive, [28]. Socio cultural: The breakfast cereals was initial targeted for school going children, aged 11 – 18 years, as they tend to skip their breakfast. This breakfast cereal was successful as they can meet their 20% daily nutrition requirement from their breakfast. Then when the market became saturated, they targeted the ageing population as they have time to have breakfast. They normally do not skip their meal to keep their weight down. These group are health concerning, and these consumer are more keen towards wholesome, unadulterated food with no artificial ingredients rather than light or diet version. As this market is moving towards saturation, the manufacturers are now focusing on the whole family, to get more members of the family eating together. The premiumisation to continue with future consumer’s trends, where health drives both sales and new product development, as there is a growth in sale in the saturated market by increasing spends per head, [5,6,7,11]. The concern on health has put pressure on the manufacturers to reduce salts, sugar, fats and other additives from the cereals. There are several high profile TV programs like Dispatches: The Truth about Your Food and the Consumer Group which? ave identified that breakfast cereals was high in sugar and fats. However, the breakfast cereals manufacturers have acted proactively than other food industries to reformulating their existing product brand and lowering their hidden sugars, fats and salts contents. The manufacturers are now launching new naturally healthier products with sophisticated recipes and health claim s such as high fibers, whole grains, adding dries fruits, supper foods (Jordan’s and Dorset’s Cereals), pre- and probiotic functional ingredients, and organic foods. Many ethical issues concern with the breakfast cereals have arisen concerns over the products. These breakfast fast cereals contain high level of sugars, salts and fats than the recommended level. About three-quarters of cereals had high level of sugar, a fifth had high level of salt and more than 7% of cereals had high level of saturated fat. The breakfast cereals that target the children contain 88% of sugar coated, 13% of salt and 10% of fats. Now the manufacturer is reformulating their product due to increase media criticism by reducing their sugar and salt contains. FSA nutrient profiling and Ofcom Advertising Ban: The FSA launched a nutrient profiling model in April 2007, which was designed to tighten the rules on television advertising to children of foods high in fats, saturated fats, salt and sugar. this Ban on the advertising provoked uproar in the food industry as it was established as this would affect around 80% of cereals, so this banned was softened with some parameters and changing the guidelines for sugars, treating natural sugars and processed sugars. Thus, they changed their target to focus overall family, [23]. Increasing frequency of usage: There is an increase frequency of usage of cold breakfast cereals, which is at 87%, but there are still 13% consumers, who do not prefer having breakfast cereals, [23]. There is still an opportunity to convert the non-user into market and existing consumer to premium options, sourcing provenance-assured, organic and fair trade ingredients, and making favorites healthier will encourage the consumer to trade up. However, communicating these information and benefits to the target consumer will be vital. The other way of improving the frequency of usage will be to increase the occasion through handy/expediency solutions,[9,10]. The overall strategy of the manufacturers is increase the frequency of usage and there by increasing the amount spend on cereals eventually increasing their market value. Attitude and behaviour: There is a strong growth experienced by the hot cereal sector with a growth of 30% at the current price during last forecast period. It is also predicted that there would be a high volume growth in hot cereal sector by 10% when compared to Ready to eat (RTE) cereals, which would be only 2%. Currently there is an increase in the consumption of hot cereal sector, and with 50%, penetration there is still a good potentional for the future growth, [23]. The hot cereals experience both dip in the volume and value of sales in 2007, this is due to strong competition with oats cereals in the Ready to eat sector and the supermarkets bringing out there new cereals with low Retail selling price (RSP). However, in the market â€Å"well know brand† is top factor looked, when shopping for cereals is concerned which is unlikely to be effected. There is a slower growth within the RTE sectors, with 19% steady growth predicted at the current price for last forecast period, [23,5]. Technological Factors: There is tough competition within the industry, so the manufactures need to formulate new products to attract their target consumer and to increase there market share before they decline. The breakfast cereals industry have tried to come out with artificial sweeteners like isomalt. The isomalt, which is an artificial sweetener that would replace sugars in a 1:1 ratio in breakfast cereals. The isomalt is unique in its nutritional and hysiological benefits that make it ideal for use in sugar free, tooth friendly, low-calories and low glycemic products. The isomalt is the only sugar replaces made from the sugar beet that taste as naturally sweet as sugar, [29,30]. Evaluation of Competitive Nature of the Breakfast Cereal Industry: In the above there was an overview on the breakfast cereal industry, now in this there are three majo r competitor that are going to be compared. Even though the market is highly consolidated, with Kellogg, Weetabix and Cereal Partners which markets the Nestle brand in the UK. While, the Weetabix remains the top-selling ready-to-eat (RTE) cereal, followed by Kelloggs Corn Flakes, Crunchy Nut Corn Flakes and Special K, with Nestle’s Shreddies taking fifth spots. There is an introduction about the major competitors: Weetabix: The weetabix food company established since 1932, they also create delicious breakfast cereals using finest ingredients. Since then they have produce many popular cereal brands, which include weetabix, weetaflakes, weetabix minis, weetos, Alpen and Ready Brek, as well as being a major supplier of generic cereals under supermarket own labels, [20]. They are officially the UK’S favorite breakfast, who accounts about 8% of the country’s total cereal sales with annual sales worth over ? 89 million. They also export over 80 countries worldwide, from Middle East and South America to Europe and South East Asia. They also sponsor for Weetabix Women’s British Open Golf Tournament in 2007, [23, 20, 33]. Kellogg’s: William Keith Kellogg established the company in 1906. in 1950s, Kellogg’s introduced anew range of products to cater for differing taste of family, but without compromising its principle of health, balance and nutrition. Reformulating is a key part of Kellogg’s health strategy. They have set up new system to ensure that their products are healthy, which is called Kellogg’s Global Nutrient Criteria. The product states that no cereals will have more than 200 calories, 2 grams of saturated fat, 230g of sodium and 12 grams of sugar per serving. They are also eliminating all tran’s fats. They claim that reformulations should be noticeable and will take place across their range in2007 and 2008. They have also introduced global limits on their use of licensed characters on packs, in advertising and in food forms, in June 2007. They changed coco pops advertising to focus more on the product and removed the frosties websites, with users now redirected to a non-branded educational websites called Heaadstarters, [23,31]. Cereal Partners markets the Nestle brand: Cereal partners UK are part of cereal partners worldwide, a joint venture between nestle and general mills. They sell a number of popular cereals brands under nestle brand, which includes shredded wheat, shreddies, cheerios and fitnesse. All their products are made from whole grains and easy to identify, wholegrain green band on all their packing. They introduced a new range called Oats More in April, which was used to supported by the â€Å"studies show you’ll like it† advertising campaign, [23,32]. Porters 5 Forces Analysis: The porters five forcer helps to analysis the force, which affects the level of competitive environment in an industry. This is a simple tool but powerful to understand where the power lies in business situation. This tool tends to focus on the single, stand alone, business or SBU (Strategic Business Unit) rather than a single product or range of products. The analysis looks at five competitive forces jointly the intensity of the industries competition and profitability, they are the threat of entry, the power of buyers, the power of suppliers, the threat of substitutes and competitive rivalry, which reflects the fact that competition in an industry goes beyond the established players. Competitive Rivalry: The competitive rivalry will be those in which entry is likely substitute threaten and buyers or suppliers exercise control over the organizations. The competitive rivalry has increased as the supermarket has also introduced their branded breakfast cereals along with the top brand like Kellogg’s, weetabix and cereal partners (Nestle). Even then, the consumer prefers getting top branded cereals, where they are more health concisions. Understanding their consumer’s needs, Kellogg’s reformulates their products to reduce the salt, sugar and fats, there by making them healthier for consumption, [22]. They also invent new product developments under same brand name, thereby increasing their product range for the consumers needs. Weetabix on other hand have wide range of cold oats based cereals and Cereal partner’s (Nestle) have wide range of cereals, which would be sufficient to serve a huge markets,[21,19]. Buying Power: Buying power is wide-ranged. The cost of switching from one breakfast cereal to another is very low, as it depend on the consumer whether they are satisfied with the breakfast cereals that they consume. Kellogg’s, weetabix and cereal partner (nestle) have control over their buyers as they cater to different needs of the consumers and have direct contacts with their buyers,[15]. However, it is easy for the buyers to drive down the price of the breakfast cereals by just moving from brand to another to satisfy their health needs. Power of Supplier: The power of suppliers was dependent on the suppliers. The suppliers are the farmers in this case; there is a huge rise in the price of the cereals that is grown. Due to erratic weather change, damage crops and lands turning into bio fuel production area. These factors have affected the cost of the breakfast cereals, which come into market to consumption. Kellogg’s, weetabix and cereal partners (Nestle) have no control over their suppliers, as they dictate the price range of the cereals that is cultivated. Many small suppliers that are involved, thus there would be no huge control over the manufacturers. The government plays an important role in the raw materials selected to make breakfast cereals as they consumed more by the target consumers. Threat of substitutes: This is affected by the ability of the consumers to find different substitute for the particular product. The threat of substitute is quite high in the reakfast cereal industries as they have reached the matured stage of the market but there is always demand for the products. The cereal bars and croissants industries would replace the breakfast cereals in future, as they have started to capture the consumers’ attentions, [16]. Thus, Kellogg’s and Cereal Partner (Nestle) have introduced cereal bars as their product line so they do not loose their market to the substitutes. These product lines will also help the product to be well recognized by the consumer among other competitors. The Threat of Entry: The threat of entry deals with the powers, which is affected by the ability of new competitor to enter your market. The threat of entry is very low, as it would take a long time and huge find to establish themselves among the consumers. As the three major competitors that are considered in this analysis are Kellogg’s, weetabix and cereal partners (Nestle’s). The Kellogg’s keeps developing range of products, which account to ? 1. 1 billion; cereal partner owns ? 1. 1 billion and weetabix with ? 89 million cereals market, [34, 35, 33]. Therefore, for any new small venture company it is difficult to for them to get established into giant firms. Mintel forecasts that there would be a continuous growth for total breakfast cereal market, 20% at current price from 2007 – 2012, resulting in an estimated worth of ? 1. 5 billion. Avoiding the effects of inflation on food real growth is shown to be slightly lower to 10%. Value growth is set to continue but at a much lower rate than value, [13,14]. CONCLUSION: The breakfast cereals have a huge demand in the market as it caters to the taste of the consumer (health). The trend towards the healthy eating continues, consumers are increasingly looking forward for a â€Å"healthier start† to the day. This has resulted in strong growth at the luxury premium end of the market, as consumer trade up cereals contain wholegrain, dried fruits, super food and functional ingredients. There is only around 13% of the market, which do not consume cereals, to target these group there should be new product introduced to cater their needs. Even though the market of breakfast cereals is saturated there is always been a growing demand. The success of frequency promoting campaign have pushed volume growth over the last two years, as consumer start to eat cereal more than once a day and occasional buyer start to eat cereal each day, [18]. The branded products continue to dominate the cereal markets as the consumer trust brands and often finds the quality and taste of own label product inferior to that of branded. In a established market with high penetration and frequency of consumption, brand loyalty is high as the manufacturer allocates a significant amount of marketing spend in developing a long term relationship between the consumer base and their cereal brands. Ready to eat cereals have biggest brands and the largest amount of shelf space given over to them. Evaluation of tools / Limitation: The evaluation of tools / limitation in the pest analysis and porters five forces gives an idea, which is better than the other is to be discussed below: Pest Analysis: This deals with the whole industry as such and it may be difficult to forecast on the future trends about the industries. This analysis gives overall information on the industry that can help in understanding the macro environment of the industry. They deal with all the manufacturer of that particular industry and gives wider knowledge of them. They are potential risk in the market, conducted and regular basis. Porter’s five forces: in this care should be taken that the models is not underestimated or underemphasize the importance of the strength of the organization (inside out strategy). The model helps to analysis individual business strategies, as it does not cope with interdependencies within the range of large companies. From the theoretical perspective, the model does not address the possibilities that an industry could be attractive due to certain companies are in it. The environments, which are characterized by rapid, systemic and radical change, require more flexible, dynamic or evolving approach to formulate the strategy. The strength of this analysis is that its as strong tool for competitive analysis at industry level and provides useful inputs for performing Swot analysis. APPENDICES Appendix 1: UK retail sales of breakfast cereals, 2002-07 000 tonnesIndex? mIndex? m at 2002 pricesIndexâ‚ ¬mIndex 20024041001,0901001,0901001,734100 20034091011,1171021,1031011,61593 20044151031,1431051,1221031,68597 20054191041,1691071,1341041,71099 20064241051,2161121,1551061,784103 2007 (est. )4321071,2801171,1951101,895109 Source: Mintel Appendix 2: UK retail volume and value sales of breakfast cereal, by type, 03-07 200320052007 (est)% change% change m%? m%? m%2003-052005-07 RTE cereal1,049941,084931,195933. 310. 2 Hot cereal686857857250. 0 Total1,1171001,1691001,2801004. 79. 5 000 tonnes %000 tonnes%000 tonnes% change 03- 05% change 05- 07 RTE cereal3668936988380880. 83. 0 Hot cereal43114912511214. 04. 1 Total4091004191004311002. 42. 9 Data have been revised since the last report . Source: Mintel Appendix 3: UK retail volume and value sales of RTE cereal, 2002-07 000 tonnesIndex? mIndex? m at 2002 pricesIndexâ‚ ¬mIndex 20023651001,0241001,0241001,629100 20033661001,0491021,0361011,51693 20043681011,0701041,0501031,57797 20053691011,0841061,0511031,58697 0063721021,1291101,0721051,656102 2007 (est)3801041,1951171,1161091,769109 Source: mintel Appendix 4: UK retail sales of breakfast cereals, 2002-12 Current pricesAt 2007 prices 000 tonnesIndex? mIndex? mIndex 2002404941,090851,16791 2003409951,117871,18192 2004415961,143891,20194 2005418971,169911,21495 2006424981,216951,23797 2007 (est)4311001,2801001,280100 20084301001,3221031,300102 20094351011,3851081,336104 20104371011,4301121,364107 20114401021,4821161,389109 20124421031,5361201,414110 % change 2002-0771710 % change 2007-1232010 Source: mintel Appendix 5: UK population changes, by age and socio-economic status,02-12 Source: National Statistics/GAD/Mintel Appendix 6: Agreement with selected lifestyle statements, 2003-07 Base: adults aged 15+ 2003200520072005-07 %%%% point change Agree: I often skip meals to keep my weight down15. 114. 014. 6-0. 5 Taken from the TGI survey of around 25,000 adults Source: GB TGI, BMRB Q4 2003-07/Mintel Agreement with selected lifestyle statements, 2003-07 Base: adults aged 15+ 2003200520072003-07 %%%% point change Any agree: I am prepared to pay more for foods that dont contain artificial additives34. 843. 545. 8+11 I consider my diet to be very healthy38. 641. 544. 1+5. Appendix 7: Agreement with selected lifestyle statements on food, 7-10s, 03-07 Base: youths aged 7-10 200320052007 %%% Agree: Breakfast is the most important meal of the day56. 756. 863. 5 Taken from the youth TGI survey of around 6,000 youths aged 7-19 Source: Youth TGI, BMRB Autumn 2003-07/Mintel Agreement with selected lifestyle statements on food, 11-14s, 2003-07 Base: youths aged 11-14 2003200 52007 %%% Agree: Breakfast is the most important meal of the day57. 357. 665. 7 Taken from the youth TGI survey of around 6,000 youths aged 7-19 Source: Youth TGI, BMRB Autumn 2003-07/Mintel Appendix 8: Demographic change: UK retail volume and value sales of RTE cereal, 2002-12 Current pricesAt 2007 prices 000 tonnesIndex? mIndex? mIndex 2002365961,024861,09792 2003366961,049881,10993 2004368971,070901,12494 2005369971,084911,12694 2006372981,129941,14896 2007 (est)3801001,1951001,195100 20083791001,2301031,210101 20093831011,2891081,243104 20103831011,3291111,268106 20113851011,3761151,290108 20123861021,4251191,312110 % change 2002-074179 % change 2007-1221910 Source: mintel UK retail volume and value sales of hot cereal, 2002-12 Current pricesAt 2007 prices 000 tonnesIndex? mIndex? Index 2002397666787183 2003438468807285 2004479273867790 200549968510088104 2006521028710288104 2007 (est)511008510085100 200851999110790106 2009521029611393109 20105310510111996113 20115510710612499116 201256110111130102120 % change 2002-07312920 % change 2007-12103020 Source: Mintel Appendix 9: Number of times consumers eat breakfast per week, January 2007 Base: 2,159 adults aged 18+ who eat breakfast Source: Putting Breakfast First Survey Breakfast Cereal Information Service. January 2007 Appendix 10: Product eaten at breakfast and frequency, December 2006 Base: 2,159 consumers who eat breakfast FruitBrown bread/toastWhite bread/toastCroissant/ other pastriesYogurtBowl of cereal Every day12771420 5 to 6 times444-213 3 to 4 times a week99101414 Once or twice a week (usually weekends)711125310 Once or twice a week (usually midweek)911113512 Once a fortnight778556 Once a month666955 Less often15191725159 Never302425495512 Don’t know111231 Source: Putting Breakfast First Survey Breakfast Cereal Information Service. January 2007 Appendix 11: Consumption of cold breakfast cereals in the last 12 months, 2003-07 2003200520072005-07 %%%% point change All users8786. 287. 2+1. 0 Heavy users6. 97. 36. 8-0. 5 Medium users38. 538. 439. 3+0. 9 Light users40. 439. 440+0. 6 Non-users1313. 812. 8-0. 2 Base: adults aged 15+ Heavy users – more than once a day; Medium users – once a day Light users – 2/3 times a week or less Taken from the TGI survey of around 25,000 adults Source: GB TGI, BMRB Autumn 2003, Q4 2005 2007/Mintel Consumption of hot breakfast cereals in the last 12 months, 2003-07 2003200520072005-07 %%%% point change All users42. 645. 750. 34. 6 Heavy users5. 66. 88. 41. 6 Medium users7. 28. 310. 82. 5 Light users27. 328. 329. 51. 2 Non-users57. 454. 49. 7-4. 6 Base: adults aged 15+ Heavy users – once a day or more; Medium users – 2/3 times a week Light users – once a week or less Taken from the TGI survey of around 25,000 adults Source: GB TGI, BMRB Autumn 2003, Q4 2005 2007/Mintel Appendix 12: Signpost: Appendix 13: Value share of sub-sections of the RTE breakfast cereal market, 2007 Cereal? m%Brand examplesG rowing or declining Kids501. 942Coco Pops, Rice Crispies, Sugar Puffs, Mega Munchers, Fruit LoopsGrowing Naturally good346. 629Jordan’s, Dorset, Alpen, Special KGrowing Favorites239. 020Cornflakes, Crunchy NutGrowing Reduced fat/calorie/sugar95. 68Health Living, Reduced Sugar, Reduced SaltDeclining Organic free from12. 01Jordan’s Organic, Doves FarmGrowing * For sector definitions please see appendix Source: Mintel Appendix 14: Seasonal changes: Source: Nielsen Media Research/Mintel Appendix 15: UK retail distribution of breakfast cereal, 2003-07 200320052007 (est)% change% change ?m%? m%? m%2003-052005-07 Grocery multiples1,039931,094941,203945. 310. 0 Convenience404393383-2. 5-1. 5 Independent/others*383363383-5. 36. 7 Total1,1171001,1691001,2801004. 79. 5 * includes health food discount stores Source: Mintel Appendix 16: Opportunities and threats in the competing markets, 2002-06 Market size (2006) % change 02-06Major inhibitorsMajor driversStrategies for growth Fresh fruit ?3,796m +20. 2% Highly competitive market Loss leading itemsThe 5 a day message – This government sponsored guideline is heavily promoted and actively taught in schools. The obesity epidemic a greater focus on health which is leading to increased consumption of fruit and vegetables. Increasign wealth and familiarity with fruits means that consumers are more open to trying new options. Conveniently packaged products that can fetch a higher price. Organic fruit Fair-trade products (particularly bananas) Expansion into premium and rare/exotic varieties The introduction of locally sourced options Superfoods and eating for health Yogurt ?1,397m +28. 6%Pressure on prices Mixed messages and confusing health claimThe rise of healthy indulgence Popularity of functional products Rising levels of obesity Demand for natural products Consumers self diagnosing minor digestive health complaintsOrganic products at competitive prices More premium cream based products perfect for indulgence. Free from range expanding, products catering for different health needs. Child targeted products that please both parent and child. Bread ?2115m +10. 3Rising raw material prices Growing fear of the white bread Awareness of complex carbs Home Baking resurgence Decline in heavy usageHealth eating trends more opportunities for high value breads Rise of the foodie The health movement particularly the turn away from white breadHigh value artesian style breads. Super food breads with toppings including nuts and seeds Smaller more convenient loafs White breads with the goodness of brown Cereal bars ?270 56%The number of consumers prepared to purchase Relative price to breakfast cereals Healthy eating trends Time poor cash rich consumer The resurgence of breakfast from a health perspective The trend towards healthy yet natural products. Large number of market players, who are prepared to innovate Good healthy snack alternativeNatural and free from options Indulgent options that can be eaten as a necessity and a treat. Mixed selection packs. Super food and functional food versions. Source: mintel Appendix 17: Price per Kilo of RTE Brands from Selected Supermarkets, January 2008 Source: Storechecks/Mintel Price per Kilo of Hot-Cereal Brands from Selected Supermarkets, January 2008 Source: Storechecks/Mintel Appendix 18: Main monitored media spend, by advertiser, 2003-07 ?m20032004200520062007* ?m? m? m? m? m Kelloggs34. 343. 849. 252. 554. 6 Nestle18. 720. 619. 821. 224. 5 Weetabix8. 04. 19. 311. 910. 9 Jordans0. 50. 71. 11. 81. 7 Quakers1. 71. 70. 11. 70. 4 * Jan-November 2007 Source: Nielsen Media Research/Mintel Appendix 19: Map of manufacturers and brands in the breakfast cereals market, 2008 Kellogg’sCrunchy OatbakesCountry Store All-BranHoney Loops Bran FlakesJust Right Coco PopsLuxury Muesli CornflakesRicicles Crunchy NutStart FrostiesRice Crispies Fruit ‘n FibreSpecial K OptivitaWheats Cereal Partners UK (Nestle)CheeriosFitnesse Oat CheeriosAlmond Oats Shredded WheatNesquik ClustersOats More Golden NuggetsForce Flakes Cinnamon Cookie Crisp Shreddies WeetabixWeetabixOatibix WeetaflakesWeetos Alpen CerealsStars Crunchy BranOatiflakes Ready Brek Source: Mintel Appendix 20: The Weetabix Food Company Timeline 1932 Weetabix founded by two South Africans who introduced the Weetabix breakfast products to the UK 1936 Weetabix Limited was incorporated by, among others, the George family 1967 Weetabix entered the Canadian market 968 Weetabix entered the US market 1971 Alpen Muesli launched 1991 Ready Brek, acquired from Lyons Tetley 2002 Alpen bars launched 2004 Seriously Oaty launched 2005 Weetaflakes launched 2006 Alpen Light bars launched 2006 Oatibix launched 2007 Oatiflakes launched 2007 Alpen Luxury range launched 2007 Alpen Groove bars launched Source: weetabix Ltd. 2008. Appendix 21: The top-selling breakfast cereals in the UK, by estimated brand shares, 2006-07. Source: Mintel 200620072006-07 ?m%? m%% change Weetabix95. 48102. 587. 4 Special K90. 5799. 489. 8 Corn Flakes66. 565. 65-0. 6 Crunchy Nut Cornflakes57. 4564. 6512. 5 Coco Pops39. 9343. 037. 8 Rice Krispies35. 0343. 0322. 9 Shreddies34. 0333. 83-0. 6 Oatso Simple28. 2232. 8316. 3 Cheerios28. 2231. 029. 9 Frosties27. 3229. 728. 8 Shredded Wheat27. 0226. 62-1. 5 All Bran Bran Flakes 27. 3225. 62-6. 2 Fruit and Fibre22. 4220. 52-8. 5 Sugar Puffs20. 4219. 52-4. 4 Kelloggs Variety16. 6118. 4110. 8 Weetabix Minis17. 5116. 01-8. 6 Shreaded Wheat Bitesize14. 6116. 4112. 3 Country Crisp14. 0113. 01-7. 1 Alpen13. 6113. 31-2. 2 Crunchy Nut Clusters11. 7113. 3113. 7 Own Label237. 620243. 0202. 3 Others292. 24310. 0246. 2 Total1,2161001,2801005. 3 Appendix 22: Key developments in the Kellogg’s portfolio, 2007 BrandNew product developmentDriver/Motivation Special KSpecial K Bliss, Special K Susta in, Special K Oats Honey Drop a Jean Size ChallengeMore variation of health options to keep the consumer engaged in the brand A promotion designed to increase frequency of purchase. Special K range Mini BreaksGuilt-free snack designed as a healthy alternative to crisps Coco PopsMega Munchers, Crunchy Curls, Creations, Moons and StarsEngage children in Coco Pops despite limited advertising. CornflakesHint of Honey, Cornflakes MultigrainA more demanding health conscious audience Fruit and FibreRelaunchedA more demanding health conscious audience Source: Mintel Reference: Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5 Appendix 6 Appendix 7 Appendix 8 Appendix 9 Appendix 10 Appendix 11 Appendix 12 Appendix 13 Appendix 14 Appendix 15 Appendix 16 Appendix 17 Appendix 18 Appendix 19 Appendix 20 Appendix 21 Appendix 22 Breakfast cereals in UK, Mintel Report (2008) http://academic. mintel. com/sinatra/oxygen_academic/search_results/show/display/id=227674/list/id=227674=NSItem=News=1/displ y/id=233120=233120 [accessed on 1/03/2008] 24. 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Final examiantion Essay Example | Topics and Well Written Essays - 1250 words

Final examiantion - Essay Example A failed marketing campaign has the potential to sink a small business, whereas a large business can write it off as an acceptable loss. The second biggest difference is in the form of staff. Large business have the luxury of many different departments, with each manned by a number of individuals. In smaller business, the manager of the firm may have to take on several key roles, thus limiting his or her ability to be effective in the marketing role. Finally, the last difference in marketing centers on creativity. Large business often have a lot more contacts in the industry, so their marketing campaigns are more likely to be effective with the market. On the other hand, small businesses do not have the leverage to be creative and often have to design unimaginative yet effective marketing campaigns. 3) Marketing strategies that engage with the customer are the most effective for improving service quality for a small business. Small businesses often do not have large marketing budgets , but that is no excuse for not trying to make a connection with the customer. The great thing about small businesses is than customers often gravitate towards them because of the increased face-to-face interaction. The product or service on offer does influence the marketing strategy to be used. Products or services that require technical expertise will often need to have extensive instruction manuals or allow the customer to inquire further. 4) Social media is a great way for any business to make use of technology to better market itself. There are many benefits to a company being actively involved online, such as the low cost associated with it and also the potential to reach a wide market. Consumers prefer marketing that meets them at a place where they feel comfortable with, and many younger people spend hours on social media sites each week. For a company looking to promote itself, the use of social media is a great way to do so because much of the work can be done by customer s of the brand. For example, on Facebook getting comments or likes on company status updates can attract new customers who are friends with people who like the brand. The potential for businesses to use social media is almost endless. 5) The term customer lifetime value (CLV) refers to the monetary value that a company can gain from a particular customer over the course of their lifetime. Measuring CLV can be a difficult procedure over many years due to inflation and changing customer spending power. Comparing data over many decades presents its own challenges because there is no one way to correlate the data over time periods. Firms use CLV in order to determine if it is worth it to spend heavily on consumer marketing campaigns. If there is very little to be gained from capturing a customer, then it would not make sense to pursue that customer through marketing campaigns. Instead of treating customers like people, the CLV thinks of them as assets and determines debits and credits o n both sides of the equation. Despite this, it is an important part of any business because of the need to weigh up the costs and benefits associated with maintaining a relationship with a loyal customer. 6) 7) When determining how a product reaches a customer, it is important to consider the effectiveness of it and also the costs involved. Customers appreciate a timely delivery once they have ordered a product, and their reaction to it will determine whether they will be a returning customer or not. A