Lab Report: Environmental Control of Sex Determination Essay

Presentation Ceratopteris richardii, known as a C-greenery has a lifecycle alluded to as modification of ages, which comprise of neither haploid nor diploid prevailing. C-greeneries are homospours plants which are significant in that they can create hermaphrioditic gametophytes so as to have the option to self treat. Be that as it may, a portion of the homospourous C-plants just produce male gametophytes .The existence pattern of Ceratopteris richardii begins as a diploid sporophyte which at that point, by meiosis, produces haploid spores. These spores at that point experience mitosis to deliver a haploid gametophyte, which can be either bisexual( creating eggs and sperm), or a male gametophyte (delivering just sperm). Gametophytes at that point produce gametes by mitosis. The bisexual gametophyte will deliver the two eggs and sperm,while, the male gametophyte will create carefully sperm. The gametes from the bisexual gametophyte prepare each other creating a diploid zygote which develops by mito sis into a diploid sporophyte prepared to begin the cycle once more (Lab Manual). Chromosomal sex assurance is dictated by the legacy of sex chromosomes, while, natural sex assurance is affected by ecological factors, for example, temperature and parasite invasion(Lab Manual). People utilize the arrangement of chromosomal sex assurance by consolidating their X and Y chromosomes to create a zygote deciding the sexual phenotype in people. Crocs utilize ecological sex assurance while hatching their eggs.Temperature impacts the sex of the posterity meaning; hotter brooding temperatures produce male turn of events while cooler temperatures produce female turn of events (Lab Manual). Our speculation for the Ceratopteris richardii was that gametophyte populace thickness impacts sex assurance. Our first forecast was that the level of male gametophytes would increment as the populace thickness of the gametophytes expanded. Our subsequent forecast was that the level of male gametophytes would diminish as the populace thickness of the gametophytes expanded. Results The chart of our outcomes demonstrated the level of male gametophytes expanding and afterward leveling off (Figure 1). This was our pattern on the grounds that the vast majority of the focuses followed this example, in any case; there was a possible exception at point (68, 32.3). The conveyance of gametophytes on the way of life plates differed. Plates An and F had even circulation yet were very crowed with gametophytes, while plates D and C were equally conveyed however had less gametophytes. Plate E had bunching of gametophytes in the upper left corner and plate B had clustering the base right corner. Figure 1. The connection between the populace thickness and the level of male gametophytes. Conversation The forecast that the level of male gametophytes would increment as the populace thickness of the gametophytes expanded, and the expectation that the level of male gametophytes would diminish as the populace thickness of the gametophytes expanded were not bolstered by our outcomes. At the point when the populace thickness was low, the level of male gametophytes was moderately low in light of the fact that there would not be sufficient eggs to treat the sperm created from both the hermaphrodite,and the sperm delivered by the male gametophyte. At the point when the populace thickness was high, the level of male gametophytes was higher yet at the same time under 50% in view of the equivalent reasons.The information from our outcomes supported our speculation that the gametophyte populace impacts sex assurance in the C-plant in light of the fact that, the higher the populace thickness, the more level the level of male gametophytes became. The explanation behind this leveling out at the highest point of the diagram was expected to; on the off chance that the level of male gametophytes continued expanding straightly, at that point there would be such a large number of male gametophytes and insufficient eggs being delivered from the bisexual gametophytes to be treated causing an unequal populace. The exception related to this in light of the fact that the populace thickness was so high yet the level of male gametophytes was generally near different focuses supporting that male gametophyte creation doesn't increment as populace thickness increments. Indeed, even idea the populace thickness was so high, the level of male gametophytes was generally equivalent to different focuses in light of the fact that the bisexual gametophytes were attempting to increment in number so they might create enough eggs to self treat and duplicate with the male gametophytes, causing a leveling off in the chart. C-Ferns may have advanced this arrangement of sex assurance for some reasons. Being a bisexual permits them to self treat, so by having this ability,C-plants can create eggs when there is sperm, so they generally can repeat. In contrast to bisexuals, having separate genders doesn't generally promise you a parter so there isn't ensure in proliferation. Cross preparation and self treatment are significant while talking about variety. Cross preparation takes into consideration distinctive hereditary material to be consolidated causing variety. Variety permits normal determination to follow up on and subsequently, plants that are better adjusted to nature endure. Self Fertilization permits plants that have the adjusted endurance quality to self prepare, creating less variety however a greater amount of supportable plant. This identifies with the posterity delivered by bisexuals since they for the most part self treat so they are creating a greater amount of themselves yet less variety. The posterity created by discrete genders delivers more variety however has to a lesser degree a potential for success against characteristic determination in light of the fact that the bisexuals are duplicating very much adjusted posterity while the different genders are delivering another mix of hereditary qualities. A Labratory Manual for BIO 114. 2011. Natural Control of Sex Determination, pp.163-166. James Madison University, Harrisonburg, VA. â€â€â€â€â€â€â€â€

Impact of Bisphenol A in Bottles on Children’s health

Effect of Bisphenol An in Bottles on Children’s wellbeing Presentation The historical backdrop of Bisphenol-A will be a long story, and the advancement of this substance hasâ gathered advantages and downsides. Truth be told, BPA brings a few advantages for life’s individuals. It isâ used in the creation of epoxy gums and polycarbonate plastics. The polycarbonate plastics might be experienced in numerous items including dental gear, eyewear, particularly infant bottles, while epoxy gums are often utilized as inward liner of metal food and drink compartments to forestall consumption. In any case, verifiable advancement of Bisphenol A shows that the downsides have a much negative effect than benefits. Bisphenol A was found in 1891 by Russian physicist Aleksandr Dianin. During the 1930s, researchers found that BPA is a fake estrogen and it has been utilized generally over the world since 1950 (The Washington Post, â€Å"117 Years of BPA,† April 27, 2008). As of late, the number and assorted variety in the investigation of the impacts of bisphenol A has become altogether in the course of recent years. In 2009, Health Canada considers indicated that most of canned soda pops contain bisphenol A (Survey of Bisphenol An in Canned Drink Products,13 March2009). Besides, in 2010, the University of Texas in USA indicated that practically plastic bundling and canned milk normally contain high the level of BPA[Journalists Resource.org]. Also, concentrate in the US demonstrated that utilization of pop, school snacks, and suppers arranged outside the home make a notewort hy commitment to the expanding BPA in the pee [Lakind JS, Naiman DQ (2010)]. Subsequently, the wide utilization of BPA in plastic manufacture and epoxy saps negatively affects wellbeing individuals, which meddles with the endocrine framework in creatures and people and add to unfavorably influence children’s wellbeing. Besides, plastic compartments, particularly child bottles, become progressively famous with buyers and retailers as they are modest, utilitarian and sterile approach to move items. This prompts the way that numerous kids will be effectively contracted sickness just as impact the improvement of kids. This exposition will talk about convergences of BPA in pee which can cause peril for youngsters ages from 6 to 17 just as the effect of Bisphenol An in bottles on kids, for example, early adolescence, weight and lower IQ (Csaba Leranth, 2013), and the positive answers for limit issues, for example, a boycott, utilize plastic jugs as less as could be expected under the circumstances. Circumstance The revelation of Bisphenol An in the 20 century was only a mishap. Despite the fact that Aleksandr Dianin, Russian scientific expert, found Biisphenol An out of 1891, until the year 1900, Dr. Feldman made some significant revelations of this. In 1990, Dr. Feldman and his partners have done an investigation into estrogen, and they discovered unusual substance that resembled an estrogen. In 1992, odd substance was found in experimentation identified with plastic jar and was absent in glass jar. Dr. Feldman distinguished this substance as Bisphenol A. As indicated by International Union of Pure and Applied Chemistry Nomenclature (IUPAC), Bisphenol A (BPA) or 4,4-dihydroxy-2,2-diphenylpropane is a carbon-based manufactured compound with the concoction recipe C15H16O2 and atomic weight 228.28634 g/mol (Bisphenol A, 2005). This substance was utilized in the production of polycarbonate plastic, which ordinarily present in bottles. Besides Dr. Feldman said that Bisphenol A will be a signifi cant wellbeing hazard. In any case, the negative impact of Bisphenol A that Dr. Feldman investigate don't help restrain the expanding assembling of jugs, which contain elevated level BPA, and the gave pie outline beneath represents the figure for child bottles buy around the world. Sources: Icon Group â€Å"The 2009-2014 World Outlook for Baby Bottles†-Philip M. Parker, PhD/SGD From the outset, the production of jugs in North America encountered the most noteworthy segment while Indian picked up minimal consideration in this field. It is perceptible that 24 was the rate that mass-produce bottles in North America, contrasted with 22% of Europe and 14% of Russia, Africa and Middle East. Anyway India and Latin America simply put the humble assembling of jugs, which was 5% and 8% separately. In 2008, there were 22 billion food jars and 100 billion jars for soda pops, which were created with BPA. (Hemi Weingarten, 2009). With the countless jugs delivered every year, individuals, and youngsters in especially, are effectively open to Bisphenol a contained in bottles. The quantity of kids whose presentation to BPA had expanded essentially since BPA was utilized broadly from 1950. Besides, Karin B. Michels, partner teacher of the study of disease transmission at HSPH and Harvard Medical School said that drinking water from polycarbonate restrains in only multi week went urinary BPA levels in excess of two third, and if individuals heat those jugs, the levels would be higher (Karin B, 2015). The line chart beneath shows the focuses in pee tests in kids. (Source: http://www.epa.gov/expert/biomonitoring/bpa.html) To see if or not youngsters open to Bisphenol A, numerous researchers inquire about in pee tests from all age gatherings, including kids and grown-ups. This information which show focuses in pee tests are acquired from singular review members directed by National Center for Health Statistics and National Center for Environmental Health, National Health and Nutrition Examination Survey. The figure for the Median and 95th percentile focuses in pee diminished fundamentally. Somewhere in the range of 2003 and 2004, the quantity of the middle grouping of BPA in pee of kids ages 6 to 17 years is 4  µg/L in correlation with 16  µg/L of 95th percentile fixation in pee. It is recognizable that the figure for 95th percentile fixations in pee arrived at a top at 17  µg/L in 2005-2006 while 2009 was the year that the Median experience the most minimal rate, around 2  µg/L. These progressions are critical in diminishing the rate youngsters whose introduction to Bisphenol A. Issues In spite of the fact that the present pattern in utilizing Bisphebol A had declined fundamentally, BPA present hazard to human wellbeing. Bishenol A was examined in a few logical reports of the free research bunch over the world. As per a situation investigation of 12 specialists in the National Toxicology Program NTP, BPA causes the regenerative framework and the mind of infant creatures to grow unusually. A little portion of BPA can cause negative consequences for small kids. A few examinations even recommend that little youngsters are effortlessly influenced by Bisphenol An in light of the fact that the youthful body is as yet creating. Along these lines, the safe framework can't secure and evacuate the hazardous compound, particularly Bisphenol A. For the most part, despite the fact that eating excessively or absence of activity are the significant elements that lead to fat in adolescent, said Dr. De-Kun Li, Bisphenol A might likewise add to the expanding in the heftiness rate. Li and his partners considered 1326 youngsters maturing from 9 to 12, and estimated BPA levels in their pee. (Corvese, 2013). The young ladies who have higher BPA levels were related with the twofold danger of corpulence. Scientists clarified that Bisphenol An is alluded to as endocrine upsetting synthetic concoctions, which meddle with disposal of regular hormones in the body. These common hormones are liable for regenerative turn of events, fruitfulness and upkeep of homeostasis. Hence, when the convergence of BPA are high in young lady, Bisphenol A which demonstrations like estrogen make a noteworthy commitment to the early pubescence and cause weight gain. With the debilitated insusceptible framework and the results of weight brought about by Bisphenol A, youngsters are almost certain endure infections, for example, elevated cholesterol, hypertension and diabetes (Ogden CL, Carroll MD, Kit BK, Flegal KM, 2011). Individuals who become fat as right on time as age are almost certain endure malignant growth in grown-ups including disease of the bosom, colon, kidney, pancreas, nerve bladder, and prostate. (A Cancer Journal for Clinicians2006). In 2010, a report from The President’s malignant growth Panel distinguished in excess of 130 investigations that have connected BPA to corpulence, bosom disease and other issue issues (World-wire.com, 2010). Also, there are numerous genuine results of BPA that are demonstrated by numerous researchers, for example, mind and conduct issues, heart issues and low IQ (Empen, 2013). On the off chance that these ailments are not rewarded adequately, they negatively affect the improvement of youngsters later on. In this manner, disposing of Bisphenol A from the body can enable small kids to have a great wellbeing without influencing by commonness sicknesses in present day life Arrangements Perceiving the destructive impacts of Bisphenol An and thinking about it as a national issue, researchers and governments take this issue in genuine concern. From a logical point of view, creating option to Bisphenol A will be a significant discovery in dispensing with BPA from the body just as in malignancy investigate. Moreover, under the weight of individuals who stress over the BPA’s unfriendly effect on human wellbeing, scientists over the world put more exertion in finding the substitute for Bisphenol A. Truth be told, numerous makes in United States demonstrate that it is conceivable to supplant BPA in child bottles, yet additionally in food jars and drinking bottles. They built up a synthetic which start in sugar, and this substance permit us to make a group of isosorbide-based epoxy pitches that is equipped for subbing for Bisphenol A, said Professor Michael Jaffe (Harrington, 2010). Additionally, there are numerous potential substitutes to jugs and holders containing BPA, for example, hardened steel, Tritan Copolyester, Polypropylene (PP), Polyethylene Terephthalate (PET), Polyamide , Polyethersulfone (PES) and oleoresin [Oregon Environmental Council, 2013; Det Økologiske Rã ¥d, 2013], which are all environmen

Comparing the Assimilation into American Culture of the Irish and the Native American :: Compare Contrast Sociological Boundaries

Looking at the Assimilation into American Culture of the Irish and the Native American Numerous individuals would concur that the Irish have been effective in absorbing into American culture and the Native American has been fruitless. There have been numerous limits that the two gatherings have experienced yet they are all the more a hardship for the Native American. These incorporate Racial and Cultural limits, Personal limits, Sociological limits, Political and Economic limits, and Geographical limits. Â Â Â Â Â Racial and Cultural limits are presumably the hardest impediment that Native Americans have experienced. These are the physical contrasts. The Irish are a gathering of individuals that communicate in English. Since English is the national language of the United States and the vast majority in America communicate in English, this was an obstruction that the Irish didn't need to survive. The Native Americans, in any case, didn't communicate in English, so before they could work as a full citizen and find a decent line of work they initially needed to figure out how to communicate in English. The Irish are likewise generally a Catholic gathering. The Native Americans were not, this was another hardship for them. The vast majority of the Irish traditions were like those previously being drilled in the United States. Local Americans had customs that were altogether different. Â Â Â Â Â Another limit that was more earnestly for the Native Americans than the Irish was close to home limits. Local Americans had less instruction then the Irish did, they additionally didn't know English and that was another hardship they confronted. Both Native Americans and the Irish began working in industrial employments, yet the Irish in the end made there way out and into the professional world. Local Americans despite everything hold industrial employments. Â Â Â Â Â Sociological limits were another arrangement of limits that the two gatherings needed to confront. There were very few Native Americans left because of wars between singular clans, the path of tears and other comparative strolls to reservations, and to sickness. So there were relatively few Native Americans left to acclimatize into American culture. Looking at the Assimilation into American Culture of the Irish and the Native American :: Compare Contrast Sociological Boundaries Contrasting the Assimilation into American Culture of the Irish and the Native American Numerous individuals would concur that the Irish have been effective in absorbing into American culture and the Native American has been fruitless. There have been numerous limits that the two gatherings have experienced yet they are to a greater extent a hardship for the Native American. These incorporate Racial and Cultural limits, Personal limits, Sociological limits, Political and Economic limits, and Geographical limits. Â Â Â Â Â Racial and Cultural limits are most likely the hardest deterrent that Native Americans have experienced. These are the physical contrasts. The Irish are a gathering of individuals that communicate in English. Since English is the national language of the United States and a great many people in America communicate in English, this was an impediment that the Irish didn't need to survive. The Native Americans, notwithstanding, didn't communicate in English, so before they could work as a full citizen and find a decent line of work they previously needed to figure out how to communicate in English. The Irish are additionally generally a Catholic gathering. The Native Americans were not, this was another hardship for them. A large portion of the Irish traditions were like those previously being drilled in the United States. Local Americans had customs that were totally different. Â Â Â Â Â Another limit that was more enthusiastically for the Native Americans than the Irish was close to home limits. Local Americans had less training then the Irish did, they likewise didn't know English and that was another hardship they confronted. Both Native Americans and the Irish began working in hands on occupations, yet the Irish in the long run made there way out and into the clerical world. Local Americans despite everything hold hands on employments. Â Â Â Â Â Sociological limits were another arrangement of limits that the two gatherings needed to confront. There were relatively few Native Americans left because of wars between singular clans, the path of tears and other comparative strolls to reservations, and to ailment. So there were very few Native Americans left to acclimatize into American culture.

Economics Commentary †Russian Quota on US Pork and Indian Government Tax on cars Essay

An amount is a physical cutoff on the number or estimation of merchandise that can be brought into a nation. This is one of only a handful barely any protectionist quantifies that nations so as to ensure their own residential enterprises and is a measure that has been taken up by Russia, as found in the article. Russia has diminished its quantity for American pork from 750,000 tons to 600,000 tons. This is on the grounds that Russia wishes to turn out to be increasingly independent in delivering pork and consequently improve their pork industry. As said in the article, this will be a major hit to the American makers of pork who previously attempting to recoup from poor interest and costs, just as high information costs. The impact of this decreased portion can be seen in Fig.1 underneath. As can be seen, the share has been diminished from QD2-QS2 at an estimation of 750,000 tons to QD3-QS3 at an estimation of 600,000 tons. The deadweight misfortune (spoke to by the concealed zone) has, thus, expanded from ABC to EBD and this is incompletely where the issue of standards lies. The concealed territory speaks to the wastefulness of the residential makers and by diminishing the quantity of US sends out coming in, they are expanding the dependence on household makers who might be progressively wasteful in contrast with the American makers. What could be conceivably observed is an expanded loss of world productivity as the residential makers would deliver pork for higher least income than the American makers. Moreover, QD3-QD2 huge amounts of pork are not presently devoured (150,000 tons) and this is a decrease in the buyer excess, which is the additional utility picked up by customers from following through on a cost that is lower than that which they are set up to pay. In any case, there are points of interest to the amount for local makers. The underlying share permitted residential makers to flexibly 0-QS1 and QS2-QD2 huge amounts of pork at a cost of WP+Quota. This standard implied that their income had expanded yet they will see their income expanded further with the execution of the lower portion. This is on the grounds that they will have the option to flexibly 0-QS1, QS2-QD2 and QS3-QD3 at a cost of WP+ Decreased Quota. Remote makers will currently flexibly their amount of QS1-QS2 and get a cost of WP+ Decreased Quota. This ought to for the most part bring about a fall in salary, which would be negative to the American makers who are now enduring monetary challenges, yet in principle this doesn't need to be. An elective choice that could be utilized by the Russian government is a duty. This is an assessment that is charged on imported products would cause the world gracefully bend to move upwards in light of the fact that it would be put on the American makers rather than the Russia makers. The impact of a tax can be seen underneath. The benefit of a duty is that while the deadweight misfortune (concealed in red) of brought about by the levy would be equivalent to the one brought about by a share, the Russian government would get an income equivalent to C. Besides, the income of household, Russian makers would increment by A+B+C, however the income of remote, American makers will fall by C. Nonetheless, there will be a fall in buyer surplus by D, because of the additional pork that won't be bought bringing about a deadweight loss of government assistance. Be that as it may, as expressed previously, this would be the equivalent if an amount is utilized. Besides, the usage of a tax is more averse to prompt the production of a bootleg market. This is on the grounds that with an import share quite possibly there will be monstrous deficiencies of pork. In this manner, criminal associations would consider carrying to be as a worthwhile business opportunity. In any case, with a tax such deficiencies are impossible as it doesn't set a cutoff on the quantity of items imported. That being stated, in the event that a levy is set at an absurdly high rate, at that point there is as yet an opportunity that a bootleg market will open up. By the by either type of protectionism has its disservices. Initially, it prompts less decision for customers and the brought down rivalry will see residential firms become wasteful with no motivation to limit costs. In addition, protectionism mutilates similar preferred position and this prompts the wasteful utilization of assets along these lines prompting decreased specialization and a diminished potential degree of the world’s yield. Undoubtedly protectionism might harm monetary development. INDIAN CAR TAX Externalities happen when the utilization or creation of a decent or administration has an overflow impact on an outsider. In the event that an externality is negative, at that point this overflow impact is here and there destructive. In this way there must be an outer expense for example one that is borne by an outsider, to add to the private expenses of the maker or purchaser so as to figure the full expense to society. In the article, the negative externalities which are happening in New Delhi, India come from traffic blockage and air contamination. Fig.1 beneath shows the outside expenses of utilizing vehicles. As observed in Fig.1, customers will appreciate a portion of the private advantages of vehicle travel however there will be outer expenses as air contamination and traffic blockage. Customers boost their private utility and expend at the level where MPC=MSC=MPB in this way prompting over-utilization of vehicle travel by driving Q25, 000 vehicles at a cost of 25,000 rupees. As can be seen in Fig.1, the socially effective yield, for example whenever the full open door cost of an additional unit is equivalent to the worth set by society on its utilization or creation, is Q*, accordingly there is over-utilization of Q25, 000 to Q*. Moreover, because of MSC being more prominent than MSB, there is a government assistance misfortune to society. This is a case of market disappointment. So as to battle the impacts of the vehicle use, the Indian government is charging residents in New Delhi who own more than one vehicle and are actualizing a clog expense. Bikes that cost over 25,000 rupees will be charged at a pace of four percent while vehicles estimated up to 6 lakh (600,000 rupees) will be expanded to a similar rate. Those costing somewhere in the range of 6 and 10 lakh will be charged seven percent charge. The impact that the expanded assessment ought to have on the utilization of two-wheeled vehicles is seen in Fig.2. As observed in Fig.2, the execution of a duty will see the MPC bend move upwards to MPC + charge = MSC + charge. This will diminish utilization to the socially proficient yield of Q* yet the cost will increment to 25,000 rupees in addition to burden. In this manner the administration ought to get more income which could be then used to additionally handle the externalities. In any case, an issue that the Indian government will confront is the way that the interest for vehicle travel might be cost inelastic. Accordingly, the measure of individuals who will swear off vehicle travel will be immaterial and the amount requested won't tumble to the socially effective level. There are options in contrast to clog expenses and charges, with promoting being a model. The Indian government could subsidize positive promoting for substitute products, for example, open vehicle or bikes in this way diminishing the utilization of vehicle travel. One of the issues with this arrangement is that the expenses might be high thus duties would need to be set up. In addition, individuals may not think about the impacts of vehicle travel and will thusly proceed with their present method of movement. Another arrangement could be for the legislature to confine the quantity of driving licenses. This is viably an amount that would basically observe a diminishing in the quantity of vehicles out and about. In any case, the issue of who to apportion these licenses to emerge and this could demonstrate disliked. Another elective arrangement could be to vigorously promote open vehicle. This may diminish the quantity of vehicles out and about and would subsequently observe a decrease in the negative externalities made. In any case, for this to work, individuals would need to notice the ads exhortation and as it would not be necessary, individuals may neither listen nor care to change their technique for transportation. By and large, it would seem that the Indian government’s choice to execute a vehicle expense and clog charge is the most suitable arrangement since it is less inclined to distance the residents of New Delhi when contrasted with curfews and is likewise bound to see a lessening in utilization when contrasted with publicizing.

October 2019 Horoscopes and Book Recommendations

October 2019 Horoscopes and Book Recommendations Welcome to Book Riot’s October 2019 Horoscopes and Book Recommendations! There are a ton of wonderful books coming out this month. Where to begin? Let the stars be your guide! Find your astrological sign below for your October horoscope, perfectly paired with a newly released book. Side note: If youre looking to commune with the stars for your own life advice and reading recommendations, you might enjoy Astro Poets: Your Guides to the Zodiac (October 29, Flatiron Books) by the masterminds behind the popular @poetastrologers Twitter account, Alex Dimitrov and Dorothea Lasky. Its a fun, accessible, and modern guide to the signs. Even better, its astrology by poets! If youve ever wondered what your sign says about you (or how it can help you figure out the people around you), this is the place to start. Aries (March 21â€"April 19) You’ve got the gift of gab this month, Aries. Interesting conversations are all around you, and you’re ready to break the ice. People are drawn to you in October, giving you the opportunity to grow your social network or make business connections to help advance your career. It’s also a great time for romance. Don’t be afraid to strike up a conversation with a cute stranger. Check out Take the Mic: Fictional Stories of Everyday Resistance (October 1, Arthur A. Levine Books), edited by Bethany C. Morrow. These stories and poems show people pushing back against injustice in many ways, from standing up to trolls to joining protests in the streets. With prolific contributors like Jason Reynolds and Samira Ahmed, it’s full of short stories with big heart. Taurus (April 20â€"May 20) As the seasons change, so does your perspective. This month holds big opportunities for you to reexamine your goals and make a change. Tauruses have great clarity of mind in October. Use that to lay your path for the rest of the year. You may also discover a hidden talent in the coming weeks. Don’t be afraid to try something new, especially if it scares you a little. I recommend Ordinary Girls (October 29, Algonquin), a memoir by Jaquira Díaz. Growing up in Puerto Rico and Miami Beach, Díaz had a turbulent and dangerous childhood. In this vibrant and passionate debut, she describes how she found a way to not only survive, but thrive. Gemini (May 21â€"June 20) Things are really going your way this month, Gemini. You’re financially strong, your career is moving right along, and you’re gaining respect from your peers. It’s a wonderful time to take on a new educational pursuit; you never feel more yourself than when learning something. And for the cherry on top of a perfect month, blissful romance is in the air for relationships old and new. Read Embrace Your Weird: Face Your Fears and Unleash Creativity (October 1, Gallery Books) by actor, writer, and lovable weirdo Felicia Day. Fear and perfectionism are enemies of creativity; being boldly weird is the best way to express yourself and your ideas. This guide provides tips and exercises to be your most authentically creative self. Cancer (June 21â€"July 22) I hope you got some rest in September, because October is nonstop for Cancers. Your to-do list is growing faster than you can check things off. As a bit of a homebody, this can cause some stress for you. But the busy nature of the month means you’re in demand, and people trust you to get the job done. Rest when you can and make time for self care. You’ve got this! You might enjoy All This Could Be Yours (October 22, Houghton Mifflin Harcourt) by Jami Attenberg. As a dysfunctional family’s toxic patriarch nears death, all struggle to come to terms with their loss and lingering trauma. It’s a heavy but wonderfully written examination of what we owe our family and how they shape us in unexpected ways. Leo (July 23â€"August 22) Your fire sign is coming out this month, Leo. You’re not afraid of a heated debate, and conversations this month may become especially heated. But remember that others can’t separate their emotions as easily as you can. You may find yourself in the middle of some disagreement and hurt feelings. Be cognizant of others and apologize when you’re in the wrong. Read Frankissstein (October 1, Grove Press) by Jeanette Winterson. This Frankenstein retelling is part fictionalized retelling of Mary Shelley’s life, part modern examination of artificial intelligence, and all wonderfully queer. It’s a love story that will also make you terrified of the near future. Virgo (August 23â€"September 22) Virgos are close to home in October, both physically and mentally. Family needs will keep your focus on your loved ones. It’s also a difficult time for travel; any trips away from home may be plagued with difficulty. Introspection is important this month. Embrace the quiet moments; think about the person you would like to be and the paths you can take to get there. I recommend How We Fight For Our Lives (October 8, Simon and Schuster), a new memoir by poet Saeed Jones. As a young gay black man in the South, it wasn’t easy for Jones to find space to be himself. His coming-of-age story is a beautiful mix of poetry and prose that explores what we lose and what we gain in growing into ourselves. Libra (September 23â€"October 22) October is all about supporting others for Libras. Everyone loves being the hero, but don’t underestimate the power of a great sidekick. It brings you great joy to see others succeed, especially when you know you helped them do it. Opportunities abound this month to help your friends and loved ones achieve their dreams. Don’t worry; they’ll do the same for you in the future. Check out The Library of the Unwritten (October 1, Ace Books) by A.J. Hackwith. There’s a special library in hell for the books never completed by their authors. The head librarian is in charge of keeping the unfinished stories in line and making sure characters don’t go rogue. But can she make things right when a retrieval goes horribly wrong? Scorpio (October 23â€"November 21) You’re striving for greatness this month, Scorpio. Everything you want is within grasp, and you’ve got the energy and determination you need for that final stretch. Big wins are in store for you in October, in your personal and professional life. Your loved ones are cheering you on, and your enemies can’t touch you. Just make sure you’re focusing your energy in the right places. You might enjoy Grand Union (October 8, Penguin Press), a short story collection by Zadie Smith. This expansive collection takes on big topics like race, class, relationships, and gender, all with Smith’s unique voice. Sagittarius (November 22â€"December 21) Sagittariuses can’t sit still this October. You’re in good health and have lots of energy, and you’re ready to put it to work. It’s a great time to take up a sport or athletic activity. With the weather changing, you may also want to engage with nature. And as a lover of travel, October is the perfect time to take a trip. Indulge your wanderlust! You may meet a new romantic interest when you do. Read Royal Holiday (October 1, Berkley) by Jasmine Guillory. When Vivian agreed to accompany her daughter on a business trip to England over Christmas, she expected a nice vacation. She didn’t expect to be swept off her feet by the queen’s charming personal secretary, Malcolm. Capricorn (December 22â€"January 19) You’re focused on the wrong things this month, Capricorn. As problems mount, you may struggle to get past the superficial details. When faced with a challenge in October, try to step back and look at the big picture. You also tend to worry too much about how other people see you. Put your energy into things that are deeply important to you, and that will shine through to others. Check out A Wild and Precious Life (October 8, St. Martin’s Press), a new memoir/biography from LGBT rights icon Edie Windsor, written with Joshua Lyon. There’s so much more to Windsor’s story than her Supreme Court case that struck down the Defense of Marriage Act. And if you learn anything from her memoir, I hope it’s her personal motto: Never postpone joy. Aquarius (January 20â€"February 18) Career is front and center for Aquariuses in October. You’ve got goals to reach before the end of the year, and you can’t take your eye off the ball. Remember that you’re not alone; colleagues and loved ones may be able to offer a helping hand. Asking friends and family for help can also keep them from feeling neglected while you’re focused on your work. It’s a win-win! I recommend Tuesday Mooney Talks to Ghosts (October 8, Houghton Mifflin Harcourt) by Kate Racculia. Tuesday Mooney is a bit of a homebody. But when an eccentric billionaire dies and leaves his fortune to the first person to complete his Edgar Allan Poeâ€"themed treasure hunt, Tuesday decides to take on the challenge. Pisces (February 19â€"March 20) Others will look to you for help this month, Pisces. And the good news? You’ll be able to provide it! Your finances are strong this month, so you may be able to help out a loved one struggling to make ends meet. Others may look to you for your knowledge and experience, and you’ll have great advice to share. Being able to assist and care for loved ones will bring you great joy in October. Read Dear Girls: Intimate Tales, Untold Secrets, and Advice for Living Your Best Life (October 15, Random House) by comedian/writer/actor Ali Wong. With essays taking the form of letters to her daughters, Wong tells hilarious and heartfelt stories of her wild youth, her career in comedy, and her experience starting a family. Looking for more? Check out your July, August, and September horoscopes and book recommendations!

Mulberry as a Cultural Archetype for the Chinese People During the Era of the Cultural Revolution - Literature Essay Samples

Mulberry and Peach is a groundbreaking work of literature that details revolutionary moments in Chinese history. The author of this novel, Hualing Nieh, has crafted an extraordinary account of the transitional phase that China experienced during the 20th century. Nieh tells this story in four parts, each of which corresponds to a crucial time period of modern China. These moments are relayed to the reader through the firsthand accounts of Mulberry, the protagonist of the novel, who experiences a turbulent era of uncertainty. Throughout Mulberry’s diaries, Nieh uses symbolism and allegories to tell the story of a nation and its people. Mulberry plays a vital role in this process; beyond simply serving as a storytelling vehicle, Mulberry represents the Chinese people and their culture. In this way, Mulberry functions as a cultural archetype for the Chinese people during the era of the Cultural Revolution between 1966 and 1976, evident through her reactions to her past, her exper iences with cultural assimilation, and the symbolic references in various aspects of her character. On September 2nd, 1966, Mulberry receives her passport to America (Nieh 161). In the same year, the Cultural Revolution began in China. This connection underlines Mulberry’s time in America as a representation of the Chinese people during this transitional period. Mulberry, along with her Chinese contemporaries, experiences traumatic events that shape the future of China, like the Rape of Nanking, the Japanese occupation of China, the Chinese Civil War, and the Great Leap Forward. These events left lasting impressions on the Chinese people and Nieh offers a glimpse into the gravity of the situation by detailing the impact that Mulberry’s past has on her. Mulberry develops a severe case of Dissociative Identity Disorder. Although her mental illness begins to assert itself while she is living in Taiwan, the full split between her two personalities occurs in the United States. Peach, her alternate personality, is born during this time and announces her permanent presence w ith the statement, â€Å"It was my joke. You’re dead, Mulberry. I have come to life† (183). Peach’s declaration signifies the breakdown in Mulberry’s sanity that has been a long time in the making. Forming a new personality is Mulberry’s reaction to the horrific events that she has experienced. Specifically, the Rape of Nanking left a lasting impact on Mulberry. Mulberry was born in Nanking and most likely lived there during the attack on the city by Japanese forces, which occurred on December 13th, 1937. Mulberry does not directly reference the attack, but Nieh makes allusions to the profound impact it had on China throughout the novel. One of these allusions is presented while Mulberry is living in an attic in Taiwan with her family. Mulberry’s husband, Chia-kang becomes fascinated with repairing a broken clock whose hands are stuck on the time twelve thirteen (121). Twelve thirteen is equivalent to December 13th, the date of the Rape of Nanking. It seems as though Nieh is trying to convey that Mulberry, or China as a whole, is still fixated on that event. The Rape of Nanking left mental and emotional scars on the people that experienced itMulberry being no exce ption. Mulberry’s mental illness in the last part of the novel can be traced back to her time in the attic. While living there, Mulberry begins to show signs of schizophrenia, experiencing delusions and writing in her diary about, â€Å"[Rats] gnawing overhead from my toes to my forehead, then back down again† (116). It is not a coincidence that her mental deterioration is occurring in the same space that the clock is stuck on twelve thirteen. This is an intentional choice employed by Nieh to present Mulberry as a cultural archetype for the Chinese people. The events that the Chinese experienced left lasting impacts on their mental health and commonly, as in the case of Mulberry, these mental scars did not manifest themselves until later time periods. Beyond her connection to dramatic events in Chinese history, Mulberry is also presented as an archetype through her typical experiences with cultural adaptation in the United States. The culture shock following her immigration to the United States is a reaction that many Chinese immigrants experienced during this time period. Chinese diaspora was the displacement of the Chinese people following the nation’s dramatic political upheavals. During the Cultural Revolution many Chinese fled their country in a mass exodus from the atrocities in their homeland (Kuhn). In the United States, the Chinese faced new cultural challenges and Mulberry exemplifies this struggle to fit into a new cultural atmosphere. Mulberry’s increased awareness of her sexual identity in the United States is one illustration of this. Mulberry has always been more sexually promiscuous than the traditional Chinese woman. She loses her virginity out of wedlock at a young age, which goes against traditiona l Chinese customs. But in America, her sexual freedom reaches a new height. Mulberry’s sexual encounters become increasingly explicit in the last part of the novel, as seen through her relationship with Chiang I-po. In the scenes between the two of them, there is more detail than in any other sexual scene in the novel. The explicit nature of these scenes can be effectively summed up in the sentence, â€Å"I wash him, touch him, kiss him, lick him† (169). Nieh is actually describing the sexual acts, rather than simply stating that they happened as seen in the vague description of Mulberry’s first time having sex, â€Å"I lie down on top of him. We don’t say anything. My virgin blood trickles down his legs† (45). The culture of America in the 1970’s was radically because of the Sexual Revolution (â€Å"People Events†). The fact that Mulberry is also experiencing a type of â€Å"sexual revolution† proves that she is assimilating into her new home. She is losing some of her conservative Chinese values, which is typical for an uprooted person faced with a new culture. The impact of American culture on the diasporic Chinese did more than simply change their opinions on traditions. It also victimized the Chinese and they were discriminated against. Mulberry is subjected to this victimization by the immigration officer who is investigating her case. She is being investigated, just like all Chinese immigrants would have been, for any traces of connection to the Communist Party. Throughout the investigation, it is clear that the immigration officer does not respect neither her nor her privacy. Mulberry views the immigration officer’s actions towards her as aggressive, she states that, â€Å"The two black lenses [of his sunglasses] moved toward me threateningly† (164). The officer insists on calling her â€Å"Helen†, stripping her of her cultural identity. This proves Mulberry as an archetype because the Chinese were discriminated against in the United States due to the fear of communism abroad during the Cold War. Finally Mulberry can be examined as a cultural archetype through the symbolic references to China presented in her character. Her name is one clear indication of the culture that she represents. â€Å"Mulberry is a holy tree, Chinese people consider it the chief of the tree family, it can feed silkworms, silkworms can produce milk†¦Ã¢â‚¬  (178). This passage displays the importance of the mulberry tree in Chinese tradition. The fact that Mulberry is named after a symbol of Chinese culture helps to show that she is meant to be an archetype for the Chinese people. Mulberry is also attached to China by a crucial symbol in the novel, the jade griffin. Mulberry’s griffin represents not only the split in Mulberry’s personalities, but also the split between Mulberry’s traditional Chinese values and her newfound cultural identity as she conforms to the modern era. The jade aspect of the griffin is the connecting factor to Mulberry’s Chinese heritage. Jade i s the â€Å"gold of China† and is seen as a heavenly object. It has been venerated throughout history as not only a material of monetary value, but of moral importance. Jade is said to have five virtues that all humans should strive to possess, accentuating the value of jade to Chinese society (Chinese Jade). The cultural significance of jade underlines the connection of Mulberry to her culture. After a critical analysis of the novel, it can be surmised that Mulberry functions as a cultural archetype throughout the novel Mulberry and Peach. This idea is particularly drawn from Mulberry’s typical reactions to her past, her struggles with cultural accommodation, and the symbols of China tied to her character. Hualing Nieh intentionally uses allusions and archetypes to convey the rich cultural tradition of the Chinese people. Specifically, the usage of Mulberry as an archetype creates a connection between the audience and the culture that her novel reflects. Nieh is bridging the gap between her readership and the complex society she paints a picture of, a truly remarkable feat.

Metaphysical Poetry By John Donne - 1590 Words

Feras Mohammed Awaga Grade 11 B Metaphysical Poetry According to English language, when metaphysical is divided into two words ‘meta’ is defined as after and physical remains as it is. Thus metaphysical means after the physical. The definition above was according to English language, however according to poetry is†¦. Many poets got involved in metaphysical poetry like: Samuel Johnson who wrote his book which is known as ‘’Lives of the Most Eminent English Poets’’, Henry Vaughan, Andrew Marvel, Richard Crashaw, George Herbert and finally who was the main founder, John Donne. John Donne (1572 - 1631), the founder of the Metaphysical school of poetry, lived and wrote during the succeeding reigns of Elizabeth I, James 1 and Charles I. His early life was passed in dissipation and roguery, much occupied with secret love-making, elopement, imprisonment, and lawsuit over his marriage, but he later turned a saintly divine and ended as the illustrious Dean of St. Paul’s Cathedral, London. His poems can be divided into two categories: â€Å"the youthful love lyrics, published after his death as Songs and Sonnets in 1633, and the later sacred verses†, published in 1624 as Devotions upon Emergent Occasions , which show the intense interest Donne took in the spectacle of mortality under the shadow of death, a vision that haunted him perpetually, and inspired the highest flights of his eloquence. John Donne was a metaphysical lyrical poet famous for his use of the metaphysicalShow MoreRelatedMetaphysical Poetry of John Donne1441 Words   |  6 PagesLiterature Mrs. Hendricks November 1, 2012 Literary Analysis of John Donne This examination of John Donne’s metaphysical poetry includes analysis of Donne’s use of topic, structure, scansion, style and theme. John Donne is known as one of the best writers of metaphysical poetry, a genre of poetry that is characterized specifically by themes of knowledge, intellect, and having a somewhat unrecognizable meter or rhyme. Metaphysical poetry forsakes pure and genial nature of other Elizabethan poets. ParadoxRead MoreJohn Donne s Metaphysical Poetry2151 Words   |  9 PagesJohn Donne’s metaphysical poetry is where theology crosses with sexuality. The connection between spiritual love and erotic love becomes apparent. Throughout his whole life Donne found love in everything. In his early life his focus was on the love of women, and then it transitioned to the love of his wife, and ultimately the love of God. His work defines the unity of these contrasting ideals in every man and woman. ‘Batter my Heart’ and ‘The Ecstasyâ⠂¬â„¢ displayed the connection that can be found betweenRead More Metaphysical Conceit in the Poetry of John Donne Essay2129 Words   |  9 PagesMetaphysical Conceit in the Poetry of John Donne      Ã‚  Ã‚   Many of John Donnes poems contain metaphysical conceits and intellectual reasoning to build a deeper understanding of the speakers emotional state. A metaphysical conceit can be defined as an extended, unconventional metaphor between objects that appear to be unrelated. Donne is exceptionally good at creating unusual unions between different elements in order to illustrate his point and form a persuasive argument in his poems. ByRead MoreTHE MAIN FEATURES OF THE METAPHYSICAL POETRY ILLUSTRATED BY JOHN DONNE1637 Words   |  7 PagesFEATURES OF THE METAPHYSICAL POETRY ILLUSTRATED BY JOHN DONNE The term metaphysical poetry is used to describe a certain type of 17th century poetry. Metaphysical poetry is concerned with the whole experience of man. It means that the poetry is about showing knowledge and thoughts from different areas of experience, especially about love, romantic and sensual; about mans relationship with God and about pleasure, learning and art. Metaphysical poems are lyricRead MoreJohn Donne1376 Words   |  6 PagesJohn Donne is the name in English Literature who gave new direction to the literary activities of his age. He is in a sense founded the metaphysical lyric, which was practiced by scare of writers. As Dowden says, â€Å"We are told that in the decline of the greater poetry of the Elizabethan period, a metaphysical school arose and that John Donne was the founder or the first eminent member of this school.† John Donne set up a new tradition in versification by and large Donne must be regarded as an originalRead MoreCharacteristics of Metaphysical Poetry876 Words   |  4 PagesWhat is a metaphysical poem? Metaphysical poetry is concerned with the whole experience of man, but the intelligence, learning and seriousness of the poets means that the poetry is about the profound areas of experience especially - about love, romantic and sensual; about man s relationship with God - the eternal perspective, and, to a less extent, about pleasure, learning and art. Metaphysical poems are lyric poems. They are brief but intense meditations, characterized by striking use of witRead MoreElements Of Metaphysical Poetry1092 Words   |  5 PagesDuring the 1600s, a group of poets created a type of poetry known as metaphysical poetry. Metaphysical poetry is a type of poetry that is devotional and mystical in content; it incorporates intellect, logic, and argument to demonstrate concepts such as love and death. Metaphysical poems have the elements of metaphors, metaphysical conceits, paradoxes, and analogies. Metaphors and metaphysical conceits, a type of extended metaphor, are used to show a connection between two things that are not similarRead MoreThe word Wit has multiple definitions, most of which metaphysical poets use in their distinctive1400 Words   |  6 Pagesdefinitions, most of which metaphysical poets use in their distinctive poetic style. Definitions for wit include: â€Å"the keen perception and cleverly apt expression of those conne ctions between ideas that awaken amusement and pleasure† (Dictionary.com 2014) and â€Å"understanding, intelligence, or sagacity, astuteness† (Dictionary.com 2014). In this paper I will unpack the main features of metaphysical poetry and explore the relevance of wit and conceit in relation to John Donne’s works. FurthermoreRead MoreMetaphysical Poetry1246 Words   |  5 PagesMetaphysical Poetry: Much More Than Wit The two main views of metaphysical poetry, as composed by poets A.E. Housman and T.S. Eliot, are vastly different. Eliot’s view of metaphysical poetry is a very positive and respectful one. He admires the uniqueness of the metaphysical poets when he describes them as â€Å"reflective poets† as opposed to merely intellectual ones. Eliot says they have the ability to â€Å"feel their thought as immediately as the odor of a rose,† compared to the strictly thought-drivenRead MoreAnalysis Of A Valediction Forbidding Mourning 1108 Words   |  5 Pagespoem, A Valediction: Forbidding Mourning, John Donne employs conceit, symbolism, and tone to poetically paint a picture of the true love that exist between a man and his wife. John Donne was born on January22, 1572 to a Catholic family in England. (John Donne Biography) In his twenties Donne spent a lot of money on women, books and traveling. ( John Donne Biography) In 1601 Donne became a member of Parliament and married Anne More. ( John Donne Biography) Neither of the families approved

Leadership And Its Theory Of Leadership - 883 Words

Leadership Leadership has been around for thousands of years, yet experts are still unable to agree on a universal definition. Perhaps it is because leadership is a complex, multidimensional concept that continuously evolves. Nevertheless, explaining leadership and its theories and approaches is a monumental task (Henman, n.d.). According to Day and Antonakis (2012), leadership is essentially an influencing process. Its effectiveness largely depends on leadership behaviors and followers perceptions, as well as the context in which the influencing process occurs. Early leadership theories suggested exceptional leaders are born rather than made. Currently, most researchers believe leadership skills can be learned (Carbone, 2009). Leader development is the process of expanding a person s capacity to be effective in leadership roles and processes (Uhl-Bien Ospina, 2012). This development is achieved through knowledge, experiences, and a commitment towards improvement. As mentioned, business environments are dynamic and ever changing; therefore, leadership development is a lifelong process. However, the focus of development will change over time. For example, emerging leaders might focus on identifying the purpose of specific leadership theories and evaluating their appropriateness, usefulness, and effectiveness. In contrast, seasoned leaders are in a position to polish their skills, evaluate their approach, and refine their style to ensure they remainShow MoreRelatedLeadership And Leadership Theory Of Leadership1341 Words   |  6 PagesLeadership Application Jesus Cabral Brandman University The author of this paper has been in various leadership positions for over 20 years. Some positions held by the author have been team leader, Operations Manager, General Manager, and Director of Operations. The author has lead teams with various degrees of education and from many cultures. The leadership theories studied during OLCU 400 will assist this leader though experienced to become much more effective and focus on thoseRead MoreLeadership Theories Of Leadership And Leadership Essay771 Words   |  4 PagesLeadership is important because it helps followers reach a common goal. There have been several studies based on effective leadership. The definition of leadership has evolved over the years adapting to the different views of the world. Leaders have influence on their followers they are looked up to. Being a leader means there will be interaction with different behaviors and personalities. Effective leaders sometimes have to adjust their style approach by the situation they are in. Every followersRead MoreLeadership Theory : Leadership Theories Essay849 Words   |  4 PagesTwo Leadership Theories Kendric Identify With. In another course, Organization Behavior Communication, the author of this paper was asked to identify his leadership theory, one leadership theory the author identified with was the visionary leadership style. According to the article Leadership Styles, published in the Wall Street Journal, visionary leadership requires the leader to start the employee off. Leaders that fall under the visionary leadership styles, tend to give little direction andRead MoreTheories Of Leadership And Leadership Theories1234 Words   |  5 Pagesthat they lead. This case study aims to compare three of the more popular theories of leadership. These leadership theories are situational leadership, trait theory and transformational leadership. Summary of Theories Situational leadership, developed by professor Paul Hersey and author and consultant Ken Blanchard. Their approach was based off of a 1967 article by W.J. Reddin called The 3-D Management Style Theory. In his article, Reddin discusses the need to have different styles basedRead MoreLeadership Theory, Leadership, And Leadership Theories2074 Words   |  9 Pages Leadership is the action taken to inspire and motivate followers through guiding, coaching, and mentoring. It encompasses dedication to followers, which fosters trust and commitment to the organization. Leadership is also an integral organizational role that serves to unify the team, towards a common goal and a shared vision (Northouse, 2013). Additionally, Kotter (2001) indicates that the leader is essential to effect organizational change. Hence, change is the specific action that the leaderRead MoreLeadership Theories And Theories Of Leadership1198 Words   |  5 PagesLeadership is complex and, comprises of many definitions and qualities (Grimm 2010). One definition of leadership is ‘a multifaceted process of identifying a goal, motivating other people to act, and providing support and motivation to achieve mutually negotiated goals’ (porter-O’Grady 2003). Back in 1939 Kurt Lewin researched to identify different styles of leadership. According to his res earch, there are three major styles of leadership. Authoritarian or autocratic, participative or democraticRead MoreTheories Of Leadership And Leadership Theory Essay1278 Words   |  6 PagesCONTEMPORARY THEORIES OF LEADERSHIP. Traditional theories of leadership were more concentrated on behaviours and traits of leaders, and how they affect subordinates in the workplace. Then came contingency theories, which took into account situational/contextual factors. Newer theories have come up, which introduced the idea that leader-subordinate relationships are individually different. These newer theories are Contemporary theories of leadership. They include Leader-Member exchange Theory, ImplicitRead MoreLeadership Theory And Theory Of Leadership1346 Words   |  6 PagesLeadership is a state of being a leader/head of a group of people, organization, and/or country. Ken Blanchard state that As leader, we hold the lives of others in our hands, and these need to be gentle, caring and always available to provide support (pg.2). Every leader has different styles or different ways of leading his people to achieve their common goal. This paper will talk about leadership theory and will compare and contract each theory from the each other. According to the readings,Read MoreLeadership Theories Of Leadership And Leadership1356 Words   |  6 Pagesleader and leadership. Leadership is a broad term, open to interpretation. Leadership development begins with the simple realization that you want to be a leader. This literature review examines and evaluates major theories of leadership and summarizes findings from empirical research on leadership. Discuss the concept of leadership with a particular focus on the role leadership, such as collegiate organization. This literature will conclude with recommendation to enhance student leadership. LeadershipRead MoreLeadership and Leadership Theories1428 Words   |  6 PagesIntroduction Leadership is the acts of managing the company through organizational changes that are projected to enable the company in meeting meet its objectives. Leaders are anticipated to carry themselves in the right manner to motivate as well as, influencing the rest of the organization positively, since they act as an example to the rest of the employees in the organization (Sheahan, 2006). This paper therefore analyzes the leadership theories and the methods and tools in given situations

Essay On The Ghost - 1191 Words

We met at the top of the hill ready for battle. I was ready to leave. But this is not where it began. It all started a few days ago when I was in my most favorite spot on the top of the only hill in the glass walled world. It had one old tree that was perfect for leaning against, it was filled with bright green grass dappled with daisies that seemed to light up our little world. This place was was like a little bit of heaven on earth, I guess that’s why I liked it so much. The village was nestled at the bottom of the hill where you could see the old tarnished clock tower towering over the town making the rest of it seem so small. I sat there dreaming of what it would be like to be free as I got a distorted view of the outside world.†¦show more content†¦I walked up to Wendy and looked into her ocean blue eyes, her wavy dirty blond hair, and her sand colored skin and told her my plan to escape the Jar, knowing it would be risky she said yes. I sat on the thin wooden broom as it took off I felt the wind blowing my hair behind me, the rush of excitement hit me as I k new that I was getting closer and closer to freedom. We reached the lid of the jar where Wendy dropped me off. I gave her one last goodbye as I stepped off of her magic filled wooden broom onto a hard smooth surface. As I turned around to walk towards the red button that pushed the lid open I looked over my shoulder to see Wendy. She told me to be brave and said,†Goodbye May† with a sad tone in her voice knowing that I would not be back. As my hand was gaining on the red release button I heard a woosh of air as Wendy flew away but when I turned my head it was not a view of Wendy flying away. The Queen was there walking towards me with the clicking of her heels against the smooth hard surface as her black embroidered dress dragged behind her. Her hair was curled and sat perfectly on her shoulders with her silver crown placed on top of her perfect curls. She continued walking and getting closer and closer with her razor sharp eyes fixed on me almost as if she was piercing my soul with every step she took. When she reac hed me she told me that no one was goingShow MoreRelatedEssay on The Ghost1189 Words   |  5 PagesAnd would it be worth it? Would they say, Oh yes, those books do that all the time? Was this another trick of the ghost that they already knew about? Nate took a deep breath and turned from the door. First the ghost flips the picture of Nathan Freedman the First upside down, and then it stacked books into three five-foot un-even rows. Why? It didnt seem shy, so apparently ghosts cant talk, or this one would have said something by now. Nate couldnt shake the feeling that both the portrait andRead More The Ghost Essay1116 Words   |  5 PagesThe Ghost I clutched my cell phone tightly ready to call 911. I was so terrified lying there in my bed that I couldnt move. Previous nights while staying at my Grandmas house I had been scared, but nothing compared to the fear that ran through my veins on this unforgettable night. I remember how exciting the idea of living with my grandma and being independent from my parents for a whole summer while our new house was being built sounded to me. My grandma lives in a house that is overRead MoreEssay On The Ghost1189 Words   |  5 Pages The church bells awoke the town on an icy November morning. I, however, had been on my morning stroll around the town for the past hour. I was pleased when I approached the sheriffs office to use as shelter from the cold, and to deliver freshly baked bread. As I opened the door I was immediately greeted by the sound of whispers and Caroline-the sheriffs wife-franticly rushing towards me. â€Å"Edyth! Did you come alone?† Her voice sounded urgent as she dug her hands into my arms. â€Å"Yes, yes, just asRead MoreThe Ghost Essay1345 Words   |  6 Pages â€Å"Hello this is the sheriffs station what is your emergency?† asked Leah Jones, sheriff of Ashbrooke a quiet small town in Maine. No one replies. She feels chills go down her back as she listens to the silence, but she hangs up any way. â€Å"It’s probably those smith boys again trying to play pranks on us,† she told Neal Nolan deputy who worked with her. â€Å"We should go talk to them this isnt a safe thing to do† Neal noted. The sheriff station was never busy, Ashbrooke was very peaceful. Once in awhileRead MoreEssay On The Ghost1544 Words   |  7 PagesI felt a drop on my face and groaned from being awoke, I heard my name being called but it sounded muffled although it was becoming clearer. I opened my eyes slowly to see Harry above me. My eyes widened, why was he down here? â€Å"What are you doing here, Harry? Tom†¦ I mean Riddle... I mean the Basilisk†¦ H-how did you†¦Ã¢â‚¬  My mind was going a mile a minute and wouldn’t slow down. â€Å"Hush,† Harry whispered to me, I looked at him worriedly and began to look him over for anything wrong with him. â€Å"Hey, heyRead MoreThe Ghost Essay1578 Words   |  7 Pageshave a clue where to start. Under normal conditions, arctic air blowing out of a portrait and then flipping it upside down would appear to be a clue. Except these werent normal conditions. His grandparents had freely admitted the house had a ghost. Yesterday, he rushed to the kitchen and hauled his grandparents to the foyer to show them the topsy-turvy picture, but it had righted itself by the time he returned. But†¦ Nate pointed helplessly at the lying, deceitful picture hung perfectly onRead MoreEssay On The Ghost1395 Words   |  6 PagesAs the thunder crackles in the night, a faint splash of car tires can be heard racing along the wet road. A sleek black cab is going well over the speed limit to get to its destination. Street lamps are flashing along one by one through the distorted window. Gordon Burgundy, the passenger of the vehicle, is on his way to his friends place, in a rural location in downtown New Jersey. His friend, James Boddy is his partner. They are detectives, been that way for well over twenty years. The cab arrivesRead MoreEssay The Hamlet Ghost3184 Words   |  13 PagesThe Hamlet Ghost  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚        Ã‚  Ã‚   Does the ghost in Shakespeare’s Hamlet conform to the standards for ghosts in the days of the dramatist? This essay will answer this and other questions about the ghost in the drama.    Cumberland Clark says in â€Å"The Supernatural in Hamlet† that:    The Hamlet Ghost fulfils all the demands of popular superstitition. In the first place it comes in strange and creepy circumstances, at dead of night, when it is cold and still and lonely.    Read MoreGhost are Real Essay1450 Words   |  6 PagesGhost are Real Ghosts, as with any other misunderstood group or people, have been preyed upon by others without understanding. The lack of knowledge about ghosts and haunting activity has led people astray as to what they really are. What Hollywood and television portrays is very inaccurate and cannot be relied upon as truthful. They show these spirits of the dead as being evil in nature, filled with malice and harmful intent. But that this is not the case. The field of paranormal activity isRead MoreRidge Ghost Essay1175 Words   |  5 PagesOn November 16 2017 at 1929 hours Sheriffs Deputies were dispatched to 609 N. Ridge Road Wellington, Sumner County Kansas for a Domestic disturbance report. Myself and Deputy Coon responded to the call. While en route dispatch advised deputies that both parties are separated and the disturbance took place a 560 N. Ridge Road but the RP is calling from 609 N. Ridge Road because her phone was broken during the disturbance and she walked to the neighbors residen ce to call 911. Dispatch also advised

Changing Customer Perspective Of E Commerce - 1124 Words

Changing Customer Perspective Changing customer perspective includes how online shopping has provided added value to customers as they are able to purchase products from anywhere in the world and are able to compare global market prices to find out where they can get the best deals and the cheapest products. When e-commerce was starting out, people were unsure about the level of service that they would receive. Since then, many laws have been made so that e-commerce organisations provide an excellent level of service and that customers can expect the same level of service as they would do in a high street store. Customer perspective has also changed on security issues and ease of using e-commerce websites. In the beginning, people were unsure about using their credit cards online because they were aware of hackers but now more people are beginning to use their credit cards online as they are confident with the level of security that the website and their computer has. In addition to this, more of the older genera tions shop online as they find it easier than having to go to the store itself. Economic and social impact due to speed of changes Society has been impacted by e-commerce sites and the speed at which things change online. Many products have become available online before they do in high street stores and many people use sites such as amazon to pre-order the latest and greatest tech gadgets so that they have them as soon as they are released. The other speed of changeShow MoreRelatedThe Social Impact of E-Commerce1176 Words   |  5 PagesUse of e-commerce has increased massively since it was first introduced to the general public. Nowadays customers like to do their shopping at their own comfort peacefully at home. E-commerce allows the customer to do this as products are displayed and described to the user before the purchase has been made. However this boost in e-commerce has affected the society both positively and negatively. Changing Customer Perspectives When it comes to making purchases online customers straight away thinkRead MoreHow Technology Has Changed Business1049 Words   |  5 PagesThe rise in technology over the last two decades has affected businesses tremendously. E-business is changing not only how we buy and sell but is transforming the way we do business altogether. In the fast-paced and competitive nature of the business marketplace, e-business has allowed companies to increase the value of their organization by improving their operations, not just allowing customers to buy over the internet. In order to stay competitive, businesses must embrace the culture change intoRead MoreCan We Consider Walmart A Fair Competitor?s Online Success?1609 Words   |  7 Pagesdifficult to beat, with demographics of 237 million active customers worldwide, making it one of the most valuable brands in the world. Not only has Amazon seized the world with its e-commerce strategy, but it is also willing to forego profits to gain market share, making it difficult for Walmart to find a space in the online retailing spotlight. Not being hamstrung by an enormous brick-and-mortar business like Walmart, Amazon is able to do e-commerce for many other businesses, Target for instance. As aRead MorePorters Five Forces Framework1547 Words   |  7 Pagesforces framework is illustrated and briefly provide how five forces company’s profit potential. Threat of new entrants For the threats of new entrants to Alibaba is characterized by medium barriers to entry. Nowadays, creating up a small or niche e-commerce business is relatively easy everywhere. Even person only have very limited information technology skills can also create their own website, such as blogger can create a website using â€Å"Wordpress† or â€Å"Weebly†. Therefore, it is really not difficultRead MoreThe Advantages of Mobile Commerce Essay1326 Words   |  6 PagesWhat is M-commerce? The last decade has witnessed a lot of growth of mobile communication devices and wireless technologies across the globe. This has led to a change in the way many activities are conducted and opened the way for m-commerce, which is e-commerces next evolutionary stage. The significant power of m-commerce is primarily as a result of the ability to connect wireless devices anytime, anywhere (The Future of Mobile Payment Systems : Rise of the Mobile Wallet 2012-2017 [ElectronicRead MoreE Commerce And Consumer Attitudes1380 Words   |  6 Pagesof e-commerce in China has relatively been higher and faster than in the United States. This means that this revolution opens more opportunities for businesses like Yiwu Asu. It may also be predicated that the stronger global presence will be achieved by Yiwu Asu in the future. E-commerce and consumer attitudes/perceptions Since there is an amassing number and variety of business that exploit the opportunities presented by e-commerce, consumer attitude should be taken into account. The e-commerceRead MoreE Commerce at Yunnan Lucky Air1685 Words   |  7 PagesE - Commerce at Yunnan Lucky Air: Introduction: Backed by the Hainan Airlines of the China, Yunnan Airlines was founded in 2004 as one of the most cost-effective domestic airline operating from its hub in Kunming, in the province of Yunnan. The limited route license added to the airline’s competitive advantage and maintained its monopoly within the region. Its major competitors include Air China and China Southern Airlines among others. As Yunnan is one of the most attractive tourist destinationsRead MoreSupply Chain Management Essay528 Words   |  3 PagesSupply chain holds a special place in B2B e-business. With the growth of internet and businesses operating electronically, the product life cycle has reduced to a large extent. This has increased the competition among the organizations to better manage their supply chain to satisfy the customers need in a competitive market. With the growth of information technology, the trends in determining the demand and supply are changing drastically. The organizations are developi ng and implementing betterRead MoreInternet Based Marketing And Ordinary Marketing Essay1425 Words   |  6 Pagesintroduction of internet based business or electronic commerce offers vast and unique opportunities to businesses which are able to compete in the same level with every other business. Internet marketing Commonly referred to as e-commerce, internet based marketing uses technology in enhancing the use of electronic money transfer, internet marketing, management of inventory and mobile commerce among others. With the growth of technology, e-commerce has expanded to applications in online shopping asRead MoreExpanding into E-Commerce1421 Words   |  6 Pagesï » ¿Expanding into E-Commerce Off the Boardwalk and into the World Wide Web: A Four Point Analysis 1) The purpose of this section if to provide a SWOT analysis for a small, local clothing store on the New Jersey Boardwalk looking to transition into the online market place. Any boutique clothing store like the one provided has many strengths. The companys unique style helps differentiate it from its competitors. In addition, the company is small and flexible which enables it to employ different

Buad 3010 Text Bank Chp 1 Free Essays

Marketing: An Introduction, 11e (Armstrong) Chapter 1 Marketing: Creating and Capturing Customer Value 1) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. A) Value reengineering B) Human resource management C) Financing D) Marketing E) Root cause analysis Answer: D Page Ref: 5 Difficulty: Easy Chapter LO: 1 Course LO: Discuss the fundamental concepts of marketing 2) The first step in the marketing process is ________. A) capturing value from customers to create profits and customer equity B) constructing an integrated marketing program that delivers superior value C) building profitable relationships and creating customer delight D) understanding the marketplace and customer needs and wants E) designing a customer-driven marketing strategy Answer: D Page Ref: 6 Difficulty: Moderate Chapter LO: 1 Course LO: Discuss the fundamental concepts of marketing 3) ________ are states of felt deprivation. We will write a custom essay sample on Buad 3010 Text Bank Chp 1 or any similar topic only for you Order Now A) Needs B) Desires C) Demands D) Values E) Exchanges Answer: A Page Ref: 6 Difficulty: Easy Chapter LO: 2 Course LO: Discuss the fundamental concepts of marketing 4) ________ are human needs as shaped by individual personality and culture. A) Offerings B) Wants C) Demands D) Values E) Exchanges Answer: B Page Ref: 6 Difficulty: Easy Chapter LO: 2 Course LO: Discuss the fundamental concepts of marketing 5) When backed by buying power, wants become ________. A) social needs B) demands C) physical needs D) self-esteem needs E) exchanges Answer: B Page Ref: 6 Difficulty: Easy Chapter LO: 2 Course LO: Discuss the fundamental concepts of marketing 6) Abel now has the buying power to purchase the computer that he wanted for the last six months. Abel’s want has now become a(n) ________. A) need B) necessity C) demand D) exigency E) desire Answer: C Page Ref: 6 Difficulty: Challenging Chapter LO: 2 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 7) ________ refers to the mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products. A) Buyer’s remorse B) Out-of-home advertising C) Caveat emptor D) Marketing myopia E) Winner’s curse Answer: D Page Ref: 7 Difficulty: Moderate Chapter LO: 2 Course LO: Discuss the fundamental concepts of marketing 8) The art and science of choosing target markets and building profitable relationships with them is called ________. A) marketing management B) market capitalization C) marketing liquidity D) market buzz E) marketing liberalization Answer: A Page Ref: 9 Difficulty: Easy Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing ) Selecting particular segments of a population of customers to serve is called ________. A) value reengineering B) brand synchronizing C) mass customizing D) target marketing E) selective administering Answer: D Page Ref: 9 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 10) The BakeWay Bite is a popular cookie sandwich marketed by the Posco Division of Home Foods. It is famous for its white cream-filled center. Home Foods created a different version of these biscuits for consumers in Germany. To appeal to German consumers, Home Food created dark chocolate filling for the same cookie sandwiches. This is an example of ________. A) bulk breaking B) cost leadership C) diversification D) target marketing E) vertical integration Answer: D Page Ref: 9 Difficulty: Challenging Chapter LO: 3 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 11) A brand’s ________ is the set of benefits or values it promises to deliver to consumers to satisfy their needs. A) dominant affect B) fringe benefit C) cardinality D) value proposition E) fundamental benefit Answer: D Page Ref: 9 Difficulty: Easy Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 12) Which of the following marketing management concepts is most likely to lead to marketing myopia? A) the customer-driven marketing concept B) the customer-driving marketing concept C) the societal marketing concept D) the selling concept E) the production concept Answer: E Page Ref: 10 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 13) The production concept holds that ________. A) consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort B) a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests C) consumers will favor products that are available and highly affordable D) achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do E) consumers will favor products that offer the most in quality, performance, and innovative features Answer: C Page Ref: 10 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 14) Henry Ford’s philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability. This reflects the ________. A) customer-driving marketing concept B) marketing concept C) societal marketing concept D) production concept E) selling concept Answer: D Page Ref: 10 Difficulty: Challenging Chapter LO: 3 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 5) According to the product concept, a company should ________. A) improve marketing of its best products only B) market only those products that have high customer appeal C) focus on the target market and make products that meet those customers’ demands D) devote its energy to making continuous product improvements E) make promoting products the company’s top priority Answer: D Page Ref: 10 Difficulty: Moderate Chapter LO: 3 Course L O: Discuss the fundamental concepts of marketing 16) The selling concept holds that ________. A) consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort B) a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests C) consumers will favor products that are available and highly affordable D) achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do E) consumers will favor products that offer the most in quality, performance, and innovative features Answer: A Page Ref: 10 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 17) Which of the following reflects the marketing concept philosophy? A) We don’t have a marketing department, we have a customer department. B) We’re in the business of making and selling superior products. C) We build them so you can buy them. D) When it’s profits versus customers’ needs, profits will always win out. E) You won’t find a better deal anywhere else. Answer: A Page Ref: 10-11 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 18) The ________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. A) marketing B) product C) production D) selling E) societal marketing Answer: A Page Ref: 10 Difficulty: Easy Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 19) Customer-driven marketing is most likely to work well when ________ and when customers ________. A) a clear need exists; are difficult to identify B) customers do not know what they want; have limited budgets C) there are few competitors; are concerned about their long-run welfare D) a clear need exists; know what they want E) a want exists; cannot afford it Answer: D Page Ref: 11 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 20) When customers don’t know what they want or don’t even know what’s possible, the most effective strategy is ________ marketing. A) customer-driven B) customer-driving C) societal D) production E) product Answer: B Page Ref: 11 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 21) Josie enjoys her work at Futuristic Designs Inc. Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet existing and latent needs, now and in the future. Josie’s firm practices ________ marketing. A) product concept B) customer-driving C) societal D) donor E) production concept Answer: B Page Ref: 11 Difficulty: Challenging Chapter LO: 3 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 22) The societal marketing concept holds that ________. A) consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort B) a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests C) the society will favor products that are available and highly affordable D) achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do E) consumers will favor products that offer the most in quality, performance, and innovative features Answer: B Page Ref: 11 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 23) The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________. A) short-run costs B) short-run benefits C) long-run welfare D) long-run costs E) long-run reputation Answer: C Page Ref: 11 Difficulty: Easy Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 24) Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to the national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________ concept. A) marketing B) product C) production D) societal marketing E) selling Answer: D Page Ref: 11 Difficulty: Moderate Chapter LO: 3 AACSB: Ethical understanding and reasoning abilities Course LO: Discuss the fundamental concepts of marketing 25) ________ marketing is socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. A) Customer-driven B) Mass C) Sustainable D) Customer-driving E) Differential Answer: C Page Ref: 11 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 26) The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction is called ________. A) customer lifetime management B) societal marketing C) customer relationship management D) database marketing E) sustainable customer management Answer: C Page Ref: 13 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 7) Which of the following terms refers to a customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers? A) customer-perceived value B) customer-oriented brand equity C) customer-perceived performance D) customer-oriented promotional mix E) customer-oriented price mix Answer: A Page Ref: 13 Difficulty: Moderate Chapter LO: 4 Course L O: Discuss the fundamental concepts of marketing 28) Nickson released a new range of watches that were titled after the famous mountaineer Adam Wills. These new watches were promoted through claims that the design is a favorite of Adam Wills who used a similar watch designed by Nickson for its high durability and quality on his expeditions. Such a measure to entice customers to buy one’s products aims at creating ________. A) customer equity B) relationship marketing campaign C) customer-perceived value D) equitable relationship E) societal marketing campaign Answer: C Page Ref: 13 Difficulty: Challenging Chapter LO: 4 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 29) Sally purchased the newly launched â€Å"Jolie† lotion. By attempting to find out if the lotion’s perceived performance matches her expectations, Sally was measuring her level of customer ________. A) perceived value B) satisfaction C) equity D) engagement E) lifetime value Answer: B Page Ref: 14 Difficulty: Challenging Chapter LO: 4 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 30) Ryan attempts to deliver customer satisfaction every day in his installation business, Audio Expressions. The key to achieving this goal is to match the customer-perceived performance of his product with ________. A) company projections B) customer values C) customer expectations D) customer relationship levels E) company expectations Answer: C Page Ref: 14 Difficulty: Challenging Chapter LO: 4 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 31) Bill recently bought a BMW M3. Bill had several preconceived notions on the elegance and reliability of the car. After the purchase, he discovered that the car had a lot more attributes than he initially perceived. Hence, it created an emotional relationship with the car resulting in ________. A) customer delight B) customer satiety C) customer equity D) customer value E) customer engagement Answer: A Page Ref: 14 Difficulty: Challenging Chapter LO: 4 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 32) Which of the following terms refers to the customers who make repeat purchases and tell others about their positive experiences with a product or service? A) hyper-satisfied customers B) customer evangelists C) viral marketing D) relationship partners E) social customers Answer: B Page Ref: 14 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 3) Companies can build customer relationships at many levels, depending on the nature of the target market. Hence, a company with few customers and high margins is most likely to seek to develop ________ with key customers. A) full partnerships B) basic relationships C) selective relationships D) categorical partnerships E) community relationships Answer: A Page Ref: 16 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 34) You are an assistant marketing director for a firm in a market with many low-margin customers. Which of the following types of relationships would be most profitable for you to develop with these customers? A) full partnerships B) basic relationships C) categorical partnerships D) selective relationships E) community relationships Answer: B Page Ref: 16 Difficulty: Challenging Chapter LO: 4 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 35) The Niketown running club that organizes twice weekly evening runs for Nike customers is an example of a ________. A) frequency marketing program B) customer-driven marketing event C) club marketing program D) consumer-generated marketing program E) sustainable marketing event Answer: C Page Ref: 16 Difficulty: Challenging Chapter LO: 4 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 36) Greater consumer control means that companies must rely more on marketing by ________ rather than marketing by ________. A) interruption; involvement B) attraction; intrusion C) socialization; information D) producing; selling E) inspiration; competition Answer: B Page Ref: 18 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 7) Which of the following is an example of consumer-generated marketing? A) Toyota’s page on Facebook which provides information about its upcoming cars to its customers B) Nike’s Nike Plus Web site which helps its customers to customize their shoes C) BMW’s use of brand-related videos posted on video-sharing Web sites by its customers D) Neiman Marcus’s InCircle Rewards program fo r its best customers E) the Lexus Covenant aimed at creating customer delight Answer: C Page Ref: 19 Difficulty: Challenging Chapter LO: 4 AACSB: Analytic skills; Use of information technology Course LO: Discuss the fundamental concepts of marketing 8) Ellis, a marketing manager at a regional chain restaurant, has decided to create a contest calling for customers to create commercials for the restaurant. Winning entries will be posted on the organization’s home page. Ellis’ plan is an example of ________ marketing. A) consumer-generated B) sustainable C) customer club D) differential E) mass Answer: A Page Ref: 19 Difficulty: Challenging Chapter LO: 4 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 39) ________ describes a longer channel, stretching from raw materials to components to final products that are carried to final buyers. A) The supply chain B) Direct marketing C) Partnership relationship marketing D) DSS E) CRM Answer: A Page Ref: 20 Difficulty: Easy Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 40) The final step in the marketing process is ________. A) capturing value from customers B) constructing an integrated marketing program C) building profitable relationships with the customers D) understanding the marketplace E) designing a customer-driven marketing strategy Answer: A Page Ref: 20 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 1) At Ken’s boutique, the policy statement posted in the reception states that â€Å"Without our customers, we don’t exist. † Ken and his staff aim to delight each customer and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied. Instead of focusing on each individual transaction, Ken and his staff are putting a priority on ___ _____. A) maintaining customer-perceived value B) managing partner relationships C) attracting â€Å"butterflies† D) converting â€Å"strangers† into â€Å"butterflies† E) capturing customer lifetime value Answer: E Page Ref: 21 Difficulty: Challenging Chapter LO: 4 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 42) ________ refers to the portion of the customer’s purchase that a company gets in its product categories. A) Value proposition B) Share of customer C) Brand equity D) Customer ownership E) Customer equity Answer: B Page Ref: 21 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 43) ________ is the total combined customer lifetime values of all the company’s current and potential customers. A) Share of customer B) Customer payoff C) Customer equity D) Customer cardinality E) Customer perceived value Answer: C Page Ref: 22 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 44) The ultimate aim of customer relationship management is to produce ________. A) high customer equity B) high current market share C) steady sales volume D) high customer payoff E) profit maximization Answer: A Page Ref: 22 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 45) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. Based on this classification, you should avoid ________ and shouldn’t invest anything in them. A) barnacles B) strangers C) butterflies D) true believers E) true friends Answer: B Page Ref: 22-23 Difficulty: Easy Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 46) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. According to this classification, a highly profitable, short-term customer is known as a ________. A) true friend B) butterfly C) stranger D) barnacle E) true believer Answer: B Page Ref: 23 Difficulty: Easy Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 7) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. With reference to this classification, a firm should turn true friends into ________, who come back regularly and tell others about their good experiences with the company. A) barnacles B) butterflies C) strangers D) true believers E) stars Answer: D Page Ref: 23 Difficulty: Easy Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 48) Carla, a team leader in charge of customer relationship management, is planning strategies for improving the profitability of her firm’s least rofitable but loyal customers. She is also examining methods for â€Å"firing† customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong? A) butterflies B) true friends C) strangers D) barnacles E) short-term customers Answer: D Page Ref: 23 Difficulty: Challenging Chapter LO: 4 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 49) Which of the following has been the most common consumer response to the economic downturn that began in 2008? A) spending more on luxury items B) discontinuing any spending on luxury items C) spending less and choosing products more carefully D) spending more on leisure and travel E) saving more and spending more on grocery items Answer: C Page Ref: 24 Difficulty: Easy Chapter LO: 5 50) Your state’s department of health has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the ill effects of smoking. This is an example of a(n) ________ campaign. A) ethical B) social marketing C) for-profit D) consumer-generated E) differentiated Answer: B Page Ref: 28 Difficulty: Challenging Chapter LO: 5 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 51) With its marketing strategy chosen, the company constructs an integrated marketing program consisting of a blend of marketing mix elements called the ________, that transforms the marketing strategy into real value for customers. A) three stars B) customer values C) four Ps D) perceived attributes E) five domains Answer: C Page Ref: 29 Difficulty: Moderate Chapter LO: 5 Course LO: Discuss the fundamental concepts of marketing 52) Marketing is managing profitable customer relationships. Answer: TRUE Page Ref: 5 Difficulty: Moderate Chapter LO: 1 Course LO: Discuss the fundamental concepts of marketing 53) The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Answer: TRUE Page Ref: 5 Difficulty: Moderate Chapter LO: 1 Course LO: Discuss the fundamental concepts of marketing 54) Wants are the form human needs take as they are shaped by culture and individual personality. Answer: TRUE Page Ref: 6 Difficulty: Moderate Chapter LO: 2 Course LO: Discuss the fundamental concepts of marketing 55) The difference between human needs and wants is that needs are not influenced by marketers. Answer: TRUE Page Ref: 6 Difficulty: Moderate Chapter LO: 2 Course LO: Discuss the fundamental concepts of marketing 56) When backed by buying power, needs become wants. Answer: FALSE Page Ref: 6 Difficulty: Moderate Chapter LO: 2 Course LO: Discuss the fundamental concepts of marketing 57) Market offerings are limited to physical products. Answer: FALSE Page Ref: 6 Difficulty: Easy Chapter LO: 2 Course LO: Discuss the fundamental concepts of marketing 58) Market offerings can include products, services, information, or experiences offered to a market to satisfy a need or want. Answer: TRUE Page Ref: 6 Difficulty: Easy Chapter LO: 2 Course LO: Discuss the fundamental concepts of marketing 59) When sellers pay less attention to the specific products they offer and more attention to the benefits and experiences produced by these products, they suffer from marketing myopia. Answer: FALSE Page Ref: 7 Difficulty: Moderate Chapter LO: 2 Course LO: Discuss the fundamental concepts of marketing 60) If marketers set consumer expectations too low, they may satisfy those who buy but fail to attract enough buyers. Answer: TRUE Page Ref: 7 Difficulty: Easy Chapter LO: 2 1) The process of dividing the market into segments of customers is known as market penetration. Answer: FALSE Page Ref: 9 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 62) Marketing managers are interested in serving all customers in every way to remain competitive in today’s markets. Answer: FALSE Page Ref: 9 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 63) A brand’s value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs. Answer: TRUE Page Ref: 9 Difficulty: Easy Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 64) The production concept and product concept are orientations that can lead to marketing myopia. Answer: TRUE Page Ref: 10 Difficulty: Easy Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 65) Nickson Cameras has developed a new design for cameras that their staff believes will offer the most in terms of quality, performance, and innovative features. Nickson Cameras is practicing the production concept here. Answer: FALSE Page Ref: 10 Difficulty: Moderate Chapter LO: 3 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 66) The selling concept holds that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort. Answer: TRUE Page Ref: 10 Difficulty: Easy Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 67) The major difference between customer-driving marketing and customer-driven marketing is that the customer-driving marketing considers only existing needs. Answer: FALSE Page Ref: 11 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 8) The societal marketing concept holds that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests. Answer: TRUE Page Ref: 11 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 69) Product, price, place, and promotion make up the elements of a firm’s marketing mix. Answer: TRUE Page Ref: 12 Difficulty: Easy Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 70) In its broadest sense, customer relationship management (CRM) is a customer data management activity. Answer: FALSE Page Ref: 13 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 71) Customer value is defined as the customer’s evaluation of the perceived difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. Answer: TRUE Page Ref: 13 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 72) To all consumers, value means sensible products at affordable prices. Answer: FALSE Page Ref: 13 Difficulty: Easy Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 3) Customer-perceived value depends on the product’s perceived performance relative to a buyer’s expectations. Answer: FALSE Page Ref: 14 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 74) In markets with few customers and high margins, sellers should try to develop basic relationships rather than full partnerships . Answer: FALSE Page Ref: 16 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 75) Club marketing programs reward customers who buy frequently or in large amounts. Answer: FALSE Page Ref: 16 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 76) Greater consumer control means that companies can no longer rely on marketing by attraction. Answer: FALSE Page Ref: 18 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 77) Through consumer-generated marketing, consumers themselves are playing a bigger role in shaping their own brand experiences and those of others. Answer: TRUE Page Ref: 19 Difficulty: Easy Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 8) In addition to being good at customer relationship management, marketers must also work closely with others inside and outside the company to jointly bring more value to customers. Answer: TRUE Page Ref: 20 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 79) Success at delivering customer value rests on how well their entire supply chain performs against competitor s’ supply chains. Answer: TRUE Page Ref: 20 Difficulty: Easy Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 80) Customer equity is a measure of the past value of the company’s customer base. Answer: FALSE Page Ref: 22 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 81) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. With reference to this classification, â€Å"barnacles† are potentially profitable but not loyal. Answer: FALSE Page Ref: 23 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 82) Ever since the Great Recession, marketers are focusing on value-for-the-money, practicality, and durability in their product offerings and marketing pitches. Answer: TRUE Page Ref: 24 Difficulty: Easy Chapter LO: 5 Course LO: Discuss the fundamental concepts of marketing 83) Most traditional brick-and-mortar companies have now become click-and-mortar companies. Answer: TRUE Page Ref: 27 Difficulty: Easy Chapter LO: 5 Course LO: Discuss the fundamental concepts of marketing 84) In the final step, the company reaps the rewards of its strong customer relationships by capturing value from customers. Answer: TRUE Page Ref: 30 Difficulty: Moderate Chapter LO: 5 Course LO: Discuss the fundamental concepts of marketing 5) What is marketing? Briefly describe the marketing process. Answer: We define marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. The marketing process consists of five steps. In the first four steps (Understand the marketplace and customer needs and wants, Design a customer-driven marketing strategy, Construct an integr ated marketing program that delivers superior value, and Build profitable relationships and create customer delight), companies work to understand onsumers, create customer value, and build strong customer relationships. In the final step (Capture value from customers to create profits and customer equity), companies reap the rewards of creating superior customer value. By creating value for consumers, they in turn capture value from consumers in the form of sales, profits, and long-term customer equity. Page Ref: 5-6 Difficulty: Moderate Chapter LO: 1 Course LO: Discuss the fundamental concepts of marketing 86) Briefly compare and contrast the concepts of needs, wants, and demands, giving an example of each. Discuss how these concepts relate to marketing practices. Answer: Human needs are states of felt deprivation. Needs are part of the human make-up; they are not created by external forces. Humans have a basic physical need for food, clothing, warmth, and safety; a basic social need for belonging and affection; and a basic individual need for knowledge and self-expression. Unlike needs, wants are not innate; instead, wants are needs shaped by culture, society, and individual personality. For example, an American needs food but wants a Big Mac and a soft drink. An American needs food, wants a Big Mac and soft drink, and demands lunch at McDonalds. Wants become demands when they are backed by consumers’ buying power. Marketers conduct extensive research to understand customers’ wants and demands. They then attempt to fulfill customers’ wants and demands through their market offerings. Page Ref: 6 Difficulty: Challenging Chapter LO: 2 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 87) Explain market offerings and marketing myopia. Answer: Consumers’ needs and wants are fulfilled through market offerings—some combination of products, services, information, or experiences offered to a market to satisfy a need or a want. Market offerings are not limited to physical products. They also include services—activities or benefits offered for sale that are essentially intangible and do not result in the ownership of anything. Examples include banking, airline, hotel, retailing, and home repair services. More broadly, market offerings also include other entities, such as persons, places, organizations, information, and ideas. Many sellers make the mistake of paying more attention to the specific products they offer than to the benefits and experiences produced by these products. These sellers suffer from marketing myopia. They are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs. They forget that a product is only a tool to solve a consumer problem. A manufacturer of quarter-inch drill bits may think that the customer needs a drill bit. But what the customer really needs is a quarter-inch hole. These sellers will have trouble if a new product comes along that serves the customer’s need better or less expensively. The customer will have the same need but will want the new product. Page Ref: 6-7 Difficulty: Moderate Chapter LO: 2 Course LO: Discuss the fundamental concepts of marketing 8) How does a company decide whom it will serve? Answer: A company decides whom it will serve by dividing the market into segments of customers (market segmentation) and selecting which segments it will go after (target marketing). Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing man agers know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well. Instead, the company wants to select only customers that it can serve well and profitably. Ultimately, marketing managers must decide which customers they want to target and on the level, timing, and nature of their demand. Page Ref: 9 Difficulty: Moderate Chapter LO: 3 Course LO: Discuss the fundamental concepts of marketing 89) Compare and contrast the product and production concepts. Answer: The production concept holds that consumers will favor products that are available and highly affordable. Therefore, management should focus on improving production and distribution efficiency. This concept is one of the oldest orientations that guides sellers. The production concept is still a useful philosophy in some situations. For example, both personal computer maker Lenovo and home appliance maker Haier dominate the highly competitive, price-sensitive Chinese market through low labor costs, high production efficiency, and mass distribution. However, although useful in some situations, the production concept can lead to marketing myopia. Companies adopting this orientation run a major risk of focusing too narrowly on their own operations and losing sight of the real objective-satisfying customer needs and building customer relationships. The product concept holds that consumers will favor products that offer the most in quality, performance, and innovative features. Under this concept, marketing strategy focuses on making continuous product improvements. Product quality and improvement are important parts of most marketing strategies. However, focusing only on the company’s products can also lead to marketing myopia. For example, some manufacturers believe that if they can â€Å"build a better mousetrap, the world will beat a path to their doors. † But they are often rudely shocked. Buyers may be looking for a better solution to a mouse problem but not necessarily for a better mousetrap. The better solution might be a chemical spray, an exterminating service, a house cat, or something else that suits their needs even better than a mousetrap. Furthermore, a better mousetrap will not sell unless the manufacturer designs, packages, and prices it attractively; places it in convenient distribution channels; brings it to the attention of people who need it; and convinces buyers that it is a better product. Page Ref: 10 Difficulty: Challenging Chapter LO: 3 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 90) Compare the selling and marketing concepts, listing the key components of each philosophy. Answer: The selling concept reflects an inside-out philosophy, while the marketing concept takes an outside-in perspective. The selling concept is typically practiced when an organization is marketing products or services that buyers do not normally think of purchasing, such as insurance or blood donation. Aggressive selling focuses on creating sales transaction rather than on building long-term relationships with customers, with the aim of selling what the company makes rather than making what the customer wants. The marketing concept, on the other hand, is based upon identifying the needs and wants of target markets and then satisfying those needs and wants better than competitors do. Under the marketing concept, customer focus and value are the paths to sales and profits. Instead of a product-centered make and sell philosophy, the marketing concept is a customer-centered sense and respond philosophy. The job is not to find the right customers for your product but to find the right products for your customers. Page Ref: 10-11 Difficulty: Challenging Chapter LO: 3 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 91) Briefly explain the societal marketing concept. Give an example of an organization that has effectively used the societal marketing concept. Answer: The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare. Is a firm that satisfies the immediate needs and wants of target markets always doing what’s best for its consumers in the long run? The societal marketing concept holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-being. It calls for sustainable marketing, socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. Johnson Johnson is an example of a company that has successfully implemented the societal marketing concept. The organization stresses honesty, integrity, and putting people before profits, an ethic that helped Johnson Johnson quickly address and recover from the poisonous tampering of Tylenol capsules in 1982. Page Ref: 11-12 Difficulty: Moderate Chapter LO: 3 AACSB: Ethical understanding and reasoning abilities Course LO: Discuss the fundamental concepts of marketing 92) Define customer perceived value. Answer: Attracting and retaining customers can be a difficult task. Customers often face a bewildering array of products and services from which to choose. A customer buys from the firm that offers the highest customer-perceived value. It is defined as the customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers. Importantly, customers often do not judge values and costs â€Å"accurately† or â€Å"objectively. † They act on perceived value. Page Ref: 13 Difficulty: Easy Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 3) The aim of customer relationship management is to create not just customer satisfaction, but customer delight. Explain. Answer: Customer satisfaction cannot be taken for granted. Because brand loyalty is dependent upon strong customer satisfaction, companies strive to retain, satisfy, and even delight current customers. Firms create customer delight by promising only what they can deliver and then delivering more than what they promised. They also create emotional relationships with key customers. Delighted customers make repeated purchases and become customers for life. More importantly, they also essentially become an unpaid sales force for the firm as â€Å"customer evangelists’ who tell other potential customers about their positive experiences with the product. Page Ref: 14 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 94) Companies can build customer relationships at many levels, depending on the nature of the target market. Explain the different types of relationships with examples. Answer: At one extreme, a company with many low-margin customers may seek to develop basic relationships with them. For example, Nike does not phone or call on all of its consumers to get to know them personally. Instead, Nike creates relationships through brand-building advertising, public relations, and its numerous Web sites ad apps. At the other extreme, in markets with few customers and high margins, sellers want to create full partnerships with key customers. For example, Nike sales representatives work closely with the Sports Authority, Dick’s Sporting Goods, Foot Locker, and other large retailers. In between these two extremes, other levels of customer relationships are appropriate. Beyond offering consistently high value and satisfaction, marketers can use specific marketing tools to develop stronger bonds with customers. For example, many companies offer frequency marketing programs that reward customers who buy frequently or in large amounts. Airlines offer frequent-flyer programs, hotels give room upgrades to their frequent guests, and supermarkets give patronage discounts to â€Å"very important customers. † Other companies sponsor club marketing programs that offer members special benefits and create member communities. Page Ref: 16 Difficulty: Moderate Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 95) Discuss the opportunities and advantages that new communication technologies have created for marketers. Answer: Through the Internet and related technologies, people can now interact in direct and surprisingly personal ways with large groups of others, from neighbors within a local community to people across the world. With communication technologies such as e-mail, blogs, Web sites, online communities, online social networks, and Twitter, today’s marketers incorporate interactive approaches that help build targeted, two-way customer relationships. Marketers can create deeper consumer involvement and a sense of community surrounding a brand, making a brand a meaningful part of consumers’ conversations and lives. However, while new communication tools create relationship-building opportunities for marketers, they also create challenges. They give consumers a greater voice, and therefore greater power and control in the marketplace. Today’s consumers have more information about brands than ever before, and they have a wealth of platforms for airing and sharing their brand views with other consumers. This benefits companies when views of its products are positive, but can be damaging when customers share stories of negative experiences with a company’s products. Page Ref: 18 Difficulty: Challenging Chapter LO: 4 AACSB: Analytic skills; Use of information technology Course LO: Discuss the fundamental concepts of marketing 96) Compare and contrast between customer-managed relationships and consumer-generated marketing. Answer: Today’s consumers have more information about brands than ever before, and they have a wealth of platforms for airing and sharing their brand views with other consumers. Thus, the marketing world is now embracing not only customer relationship management, but also customer-managed relationships. Greater consumer control means that companies can no longer rely on marketing by intrusion. Instead, marketers must practice marketing by attraction—creating market offerings and messages that involve consumers rather than interrupt them. Hence, most marketers now augment their mass-media marketing efforts with a rich mix of direct marketing approaches that promote brand-consumer interaction. For example, many brands are creating dialogues with consumers via their own or existing online social networks. A growing part of the new customer dialogue is consumer-generated marketing, by which consumers themselves are playing a bigger role in shaping their own brand experiences and those of others. This might happen through uninvited consumer-to-consumer exchanges in blogs, video-sharing sites, and other digital forums. But increasingly, companies are inviting consumers to play a more active role in shaping products and brand messages. Harnessing consumer-generated content can be a time-consuming and costly process. Page Ref: 18-19 Difficulty: Moderate Chapter LO: 4 AACSB: Communication abilities Course LO: Discuss the fundamental concepts of marketing 97) Define customer equity and explain why it is important to a company. Answer: Customer equity is the sum of the lifetime values of all of the company’s current and potential customers. Customer equity is dependent upon customer loyalty from a firm’s profitable customers. Because customer equity is a reflection of a company’s future, companies must manage it carefully, viewing customers as assets that need to be maximized. Page Ref: 22 Difficulty: Easy Chapter LO: 4 Course LO: Discuss the fundamental concepts of marketing 8) Describe and compare the four types of customers classified by their potential profitability to an organization. Identify how an organization should manage each type of customer. Answer: The four types of customers are strangers, butterflies, true friends, and barnacles. 1. â€Å"Strangers† have low potential profitability and loyalty. A company’s offerings do not fit we ll with a stranger’s wants and demands. Companies should not invest in building a relationship with this type of customer. 2. Another type of customer in which a company should not invest is the â€Å"barnacle. Barnacles are highly loyal but not very profitable because there is a limited fit between their needs and the company’s offerings. The company might be able to improve barnacles’ profitability by selling them more, raising their fees, or reducing service to them. However, if they cannot be made profitable, they should be â€Å"fired. † 3. Like strangers, â€Å"butterflies† are not loyal. However, they are potentially profitable because there is a good fit between the company’s offerings and their needs. Like real butterflies, this type of customer will come and go without becoming a permanent, loyal consumer of a company’s products. Companies should use promotional blitzes to attract these customers, create satisfying and profitable transactions with them, and then cease investing in them until the next time around. 4. The final type of customers is â€Å"true friends;† they are both profitable and loyal. There is a strong fit between their needs and the company’s offerings, so the company should make continuous relationship investments in an effort to go beyond satisfying and to delight these customers. A company should try to delight true friends so they will tell others about their good experiences with the company. Page Ref: 22-23 Difficulty: Challenging Chapter LO: 4 AACSB: Analytic skills Course LO: Discuss the fundamental concepts of marketing 99) Explain how the Internet has transformed the way in which we do business today. Answer: The Internet links individuals and businesses of all types to each other. The Internet allows firms access to exciting new marketspaces. The Internet has spawned an entirely new breed of â€Å"click only† companies–the â€Å"dot-coms. † The post-Internet frenzy of the late 1990s has introduced companies that are both savvy and face promising futures. These companies use a set of new Web technologies to reach customers, including blogs (web logs), cell phones, video games, and social networking sites. â€Å"Brick-and-mortar† companies of the past are now â€Å"click-and-mortar† companies, with online presences aimed at attracting new customers and strengthening bonds with current customers. More than 75% of American Internet users now shop online, making a Web presence a necessity for any organization. Page Ref: 26-27 Difficulty: Challenging Chapter LO: 5 AACSB: Use of information technology Course LO: Describe the steps involved in developing an advertising campaign How to cite Buad 3010 Text Bank Chp 1, Essay examples