From Brand Values to Customer Value Essays

From Brand Values to Customer Value Essays From Brand Values to Customer Value Essay From Brand Values to Customer Value Essay From brand values to customer value Martin Christopher Recently there has been a growing tide of articles, papers and even conferences devoted to the question of the future of marketing (see, for example Brady and Davis, 1993; Coopers Lybrand, 1993; Mitchell, 1994). Essentially, the point at issue is whether â€Å"traditional† marketing is appropriate for the conditions that now prevail in the late twentieth century. The basic principle of marketing still applies, that is the focus of the business on the satisfaction of customer needs, but, it is argued, the way in which marketing is practised may need to change fundamentally. It has to be recognized that there have been some radical changes in the marketing environment since marketing first came to prominence in the early 1960s. Organizations which had even the most rudimentary understanding of the marketing concept were able to reap the harvest of fast-growing markets comprising customers who had money to spend. In such conditions it was easy to believe that the company’s marketing effort was the main driver of this success. In reality that success was due as much to the fact that the business was being carried along with the tidal wave of market growth. The most significant change to impact western companies has been the maturing of the markets in which they compete. Mature markets have certain characteristics which mark them out as being significantly different from growth markets. Chief among the characteristics of mature markets are: Customer sophistication. In the majority of western economies, today’s customer and consumer has seen it all, they have been there and â€Å"bought the T-shirt†. In industrial markets, as well as fast-moving consumer goods markets, the supplier is now faced with a buyer who is much more demanding and less easily persuaded by marketing â€Å"hype†. One consequence of this change is the gradual decline in brand loyalty in many markets (Industry Week, 1993). Decline in the impact of advertising. It has been suggested by some industry commentators (Maddox, 1995) that, with the decline of the mass market and the consequent fragmentation of markets into smaller segments, conventional media-based advertising, particularly TV, is costing more and more to deliver the requisite ratings. This is causing a rethink in many organizations as to how they allocate their marketing budget. For example, it is reported that in the UK, Heinz is planning to divert most of its arketing communications budget from TV and apply it instead to direct marketing. From brand values to customer value 55 Journal of Marketing Practice: Applied Marketing Science, Vol. 2 No. 1, 1996, pp. 55-66.  © MCB University Press, 1355-2538 JMP: AMS 2,1 56 Perceived product equality. Mature markets exhibit similar characteristics to commodity markets in that customers pe rceive little difference between competing offers. In such conditions, while customers might have brand preferences they have less brand loyalty – meaning that if the preferred brand is not available, they will willingly accept a substitute. : Even product/markets with high rates of innovation do not seem immune from this tendency to â€Å"commoditization†; take, for example, the personal computer market, where clones and â€Å"me-toos† now account for significant market shares. Price competition. Almost by definition the combined effect of the previous three factors is a downward pressure on price. As a result, there is a temptation to seek to achieve tactical gains in sales volume through discounting in one form or another which is compounded by the continuing demands for price reductions by powerful customers. Paradoxically, the more that organizations compete on price, the more they reinforce the customers’ view that they are indeed commodity suppliers. Concentration of buying power A further significant difference in today’s marketing environment, compared to the past, is the continuing concentration of buying power in many markets. Concentration has occurred as organizations merge or grow through take-overs, and as the inevitable result of a competitive process that leads to the â€Å"survival of the fittest† (The Economist, 1993). This process of concentration seems to be present in just about every industry. The grocery retail market is a very visible example. Figure 1 shows the percentage of the total market in western European economies accounted for by the top five retailers in those countries. In that same market, there are beginning to emerge pan-European buying groups which will add to the concentration effect. These groups seek to use their combined buying power to gain better prices than they might be able to achieve by acting alone (Thornhill, 1990). The process of concentration in other industries in western Europe has been further accelerated through the process of European economic integration. Previously, countries had tended to develop their own industrial base independently from their neighbours, but now that the barriers to trade have mostly been removed there exists significant over-capacity in many industries. If a comparison were to be made between the USA and the countries of the European Union – in total the size of their populations are roughly similar – then it will be found that in many comparable industries there tend to be more players in Europe than in the USA. A good example is provided by the turbine generator industry where there are ten companies competing in that market compared to only two in the USA (Cooper et al. , 1991). 120 100 96. 7 From brand values to customer value 80 70. 2 65 62 52. 9 50 46. 7 80 57 45. 2 45. 1 42. 5 60 40 20. 4 20 12. 7 10 0 SF SW Key SF SW A CH UK A CH UK IRE IRE B D NL FR B D NL FR DK SP DK SP P I P IT = Finland = Sweden = Austria = Switzerland = United Kingdom = Ireland = Belgium = Germany = The Netherlands = France = Denmark = Spain = Portugal = Italy Source: AIM report Figure 1. Market share of top five retailers The fragmentation of consumer markets Paradoxically, while buying power in business-to-business markets is tending to concentrate, in consumer markets the trend has been to fragmentation. By fragmentation is meant a transition from the old idea of a uniform, homogeneous, â€Å"mass market† to much smaller segments where consumers seek individual solutions to their buying needs. The emerging idea of â€Å"micromarketing† (Kotler, 1994) is an attempt to focus marketing strategies on ever smaller groupings of customers. In the fragmented marketplace the conventional tools of mass marketing no longer have the same effect. National advertising campaigns through the mass media, for example, may no longer be the most cost effective way of communicating with these micro-markets. At the same time there is evidence that the more sophisticated consumer is influenced less by traditional advertising and that more purchase decisions are actually made at the point of sale (Dickson and Sawyer, 1990). The transition from brand value to customer value Much has been written about the changed nature of brand loyalty (Aaker, 1991), how the continued rise of private label products is further challenging JMP: AMS 2,1 58 conventional brands (Glemet and Mira, 1993) and how the â€Å"company† brand may be taking over from the individual brand (Barwise, 1992). Underlying these discussions is the view that brand â€Å"values† may not be as strong in the eyes of the consumer as they once were. The concept of brand values implies that what makes a brand a brand is its â€Å"personality† which distinguishes it from others and that the presence of this personality imparts some utility – however tangible – to the consumer. There is a strong body of research supporting the idea of brand personality as a source of value to the consumer (King, 1973). However, what seems to be happening is that the changes in the marketing environment summarized earlier are tending to diminish the strength of that value. The thrust of this article is that the original concept of brand value is in need of extension, and needs to be embodied within a wider concept of customer value. The customer value concept recognizes that marketplace success in the new competitive environment described above will require not only continued investment in the brand but also investment in customers. The underlying philosophy is that customers, not just consumers, have goals that they seek to achieve and that the role of the supplier is to help customers achieve those goals. Defining customer value Put very simply, customer value is created when the perceptions of benefits received from a transaction exceed the costs of ownership. The same idea can be expressed as a ratio: Perceptions of benefits Customer value = Total cost of ownership The marketing task is to find ways to enhance customer value by improving the perceived benefits and/or reducing the total costs of ownership. Both the numerator and the denominator of this ratio should be measured relative to competitive offers. Total cost of ownership rather than price is used here because in most transactions there will be costs other than price involved. For example, inventory carrying costs, maintenance costs, running costs, disposal costs and so on. In business-to-business markets, as buyers become increasingly sophisticated, the total cost of ownership can be a critical element in the purchase decision (Ellram, 1993). Life cycle costs, as they are referred to in the military and defence industries, have long been a critical issue in procurement decisions in those markets. The concept of customer value is of equal importance in consumer marketing as it is in business-to-business environments. In 1993, 2 April was termed â€Å"Black Friday† on Wall Street, New York because of major falls in the share prices of most branded goods companies. The trigger for this collapse had been the decision by Philip Morris to cut the price of its Marlboro cigarettes by 20 per cent or 40 cents a pack in order to counter competition from low price own-label products. The reason suggested by commentators for the fall in the share price of branded goods companies was that the Marlboro episode signalled the beginning of a revolt by customers who were starting to question the worth of paying significantly more for branded products which were no longer seen as delivering a commensurate amount of added value (The Economist, 1994a). Lowering the price (which had been increased ahead of inflation year after year) enabled Marlboro to restore the customer value it had been progressively eroding. Since taking this action its market share in the USA has increased dramatically. In seeking to deliver significantly superior customer value the marketer must clearly define, communicate and deliver a â€Å"value proposition† which is recognized by the target market as a better proposition than that presented by competitors. It should also be recognized that in most markets there will be different value segments but that to be successful in any one of them the customer value ratio must be seen to be superior to competitive offers. Figure 2 highlights how this idea might be applied to parts of the UK car market. Focusing on the value proposition forces the marketer to define clearly the two dimensions of cost and value shown in Figure 2 in terms of â€Å"what you give† and â€Å"what you get†. It must also be recognized that these dimensions are perceptual, meaning that continuing customer communication will be important if the value proposition is to be understood clearly by the target market. The sources of superior customer value are many. Treacy and Wiersema (1993) identify three value disciplines which can provide competitive What you get (perceived benefits) Superior value BMW Lexus From brand values to customer value 59 Fiat Uno Inferior value Different value segments What you give (total costs of ownership) Figure 2. Value segmentation JMP: AMS 2,1 60 advantage: operational excellence, product leadership and customer intimacy. Operational excellence is achieved through a focus on systems, costeffectiveness and speed so that customers are provided with the service they require, but at less cost. Product leadership as a strategy requires a commitment to continuous innovation, high levels of research and development, and a willingness to take risks. Customer-intimate companies are those that focus on building long-term relationships with customers particularly through a focus on service. While these strategies are not mutually exclusive, successful companies tend to follow predominantly one or other of these value disciplines. The emerging philosophy of relationship marketing (Christopher et al. , 1991) is a reflection of the growing recognition that long-term competitive advantage is gained by creating superior perceived value for customers. The argument is that customers are more likely to stay with suppliers if they believe that the relative customer value received from a current supplier is higher than that on offer elsewhere. Furthermore, there will often be considerable switching costs which would make a change of supplier unattractive. There are a growing number of examples of organizations that are establishing market leadership positions through a focus on customer value. Companies as diverse as Procter Gamble, British Steel, DHL and Milliken have all demonstrated that enduring customer relationships can be created through an understanding of the importance of operational excellence, product leadership and customer intimacy. The sources of marketing advantage In the new competitive environment, it is increasingly evident that successful marketing strategies are based on an amalgam of three critical elements: the creation of a consumer franchise whereby end-users are attracted to the product/service in question because they perceive a superior offer; a strong customer franchise where intermediaries want to do business with us because of a tangible economic benefit and, third, an under-pinning supply chain effectiveness that delivers superior service at less cost. Figure 3 summarizes the three sources of competitive advantage. Each of the three dimensions requires a clearly defined strategy, but developed as part of an integrative package to deliver superior value to customers and consumers alike. The consumer franchise While brand loyalty may no longer be as strong as it once was, the need to build a contract with the end-user is still a vital prerequisite for marketing advantage. Brand value is still a critical element in many purchase decisions although it seems that there has been a return to a concept of value based on traditional tangible or core benefits rather than the more emotionally-based, intangible benefits that seem to have fixated many marketers in the last quarter century. Now it seems that consumer loyalty more often is based on â€Å"hard† rather than â€Å"soft† dimensions. So, value for money, convenience, reliability, safety and functionality become the drivers of product or service choice. We buy a TV set Consumer franchise Brand values Corporate image Benefit focused From brand values to customer value 61 Marketing advantage Customer franchise Cost of ownership Value-adding relationship Service quality focus Supply chain effectiveness Network management Quick response Low cost supplier Figure 3. The sources of marketing advantage more for its features and the reputation of its manufacturer for reliability than we do for its image, for example. The impact of own-label, retailer-branded products in many categories is further testimony to this development. Coca-Cola, regarded as the world’s most recognized brand, has seen its market 30 Britain 25 20 15 France 10 Spain 5 Italy 0 1980 Note a 1986 1992 1993 Figure 4. Percentage of own-label market share Germanya Figures do not include Aldi Source: Boston Consulting Group JMP: AMS 2,1 62 share in the USA and the UK (and elsewhere too) under attack by own-label products which are seen by customers to deliver better value for money. Figure 4 shows the growing penetration of own-label products in major European markets. What this means for twenty-first century marketers is that in order to strengthen the consumer franchise, the focus of marketing effort must increasingly be on delivering solutions which can be translated into hard, tangible benefits by individual consumers. In many cases this will mean a transition to micro or one-to-one marketing whereby a greater degree of tailoring/customization of the product offer is achieved (Pine et al. , 1995). The customer franchise Because the power of intermediaries has strengthened in many markets, it is of paramount importance to make the customer – not just the consumer – an integral part of marketing strategy. Whether the intermediary be a retailer, a distributor or an original equipment manufacturer, without their support it is unlikely that even the strongest brand could achieve its full potential. Not only has the purchasing power of the customer increased as a result of concentration, but there is a growing trend towards single-sourcing by those customers. In other words, whereas in the past the practice was to spread the total purchase of an item across several suppliers, now the aim is to reduce the size of the supplier base and to seek further cost reductions as a result (Hines, 1994). While to many suppliers such developments may be perceived as a threat, to others they present an opportunity. If the supplier can offer a superior value package with a measurable positive economic impact on the customer, then the likelihood is that they will win the business. Today’s customer is a more sophisticated buyer, used to working with concepts such as total cost of ownership, life-cycle costing and cost/benefit analysis. Indeed, many customers now actively pursue a partnership sourcing concept (Lamming, 1993) whereby they seek to establish long-term relationships with preferred suppliers based on win-win philosophies. It can be argued that a preferred supplier, continuing to deliver superior customer value, has in effect the advantage of a barrier to entry that in many respects is far more difficult to surmount than more conventional competitive defences. Supply chain effectiveness This author has suggested elsewhere (Christopher, 1992) that individual companies no longer compete with other standalone companies, but rather that supply chain now competes against supply chain. The rationale for this viewpoint is based on the fact that when organizations work independently of their up-stream suppliers and down-stream customers, costs and inefficiencies tend to build up at the interfaces (Houlihan, 1985). The need for co-ordination between partners in the supply chain has increased as the network organization becomes more common. The network organization comprises a complex web of linkages between focused partners each of which adds value through specialization in an activity where it can provide a differential advantage. A company like Apple Computers, for example, relies heavily on other companies to supply components, to manufacture hardware, to create software and to distribute its products around the world. Something like 90 per cent or more of the cost of an Apple computer is going to outside suppliers. It has been suggested (Webster, 1992) that marketing as a function may even disappear as the strategic focus shifts towards network management. This progress towards the idea of supply chain integration as a source of competitive advantage will be accelerated as the growth of time-based competition (Stalk and Hout, 1990) accelerates. In markets that are increasingly volatile, responsiveness becomes a critical competitive requirement. Companies like Benetton and The Limited have gained significant advantage through their ability to respond rapidly to fashion changes in the markets they serve. Through the use of highly co-ordinated logistics and supply chain structures, driven by the real-time capture of sales data, these companies, and others like them, can adapt their product range and their volumes in weeks rather than months. Supply chain management should not be seen as something separate from marketing. Indeed in the new competitive paradigm supply chain effectiveness becomes an essential prerequisite for marketplace success. Delivering customer value Once it is recognized that customer value provides the basis for successful differentiation the next issue is how might that value best be delivered? A profound change is taking place in many companies as they review the appropriateness of their organizational structures for the changed marketplace of the late twentieth century and beyond. The traditional, functional organization structure is thought by many to be unable to meet the challenge of today’s volatile, time and cost-sensitive markets. Instead, the organizational imperative is to become market-facing and to break away from tightly constrained functional departments. The horizontal organization, as it has come to be called (Ostroff and Smith, 1992), is oriented around the management of cross-functional processes. Processes are the fundamental tasks which have to be achieved in order to create and deliver customer value. In any business there are a number of core processes that should be managed on a crosss of core processes would include: brand development (including new product development); consumer development (primarily focused on building loyalty); customer management (creating relationships with intermediaries); From brand values to customer value 63 JMP: AMS 2,1 64 supplier development (strengthening up-stream relationships); and supply chain management (including the order fulfilment process). The transformation from a functional to a horizontal organization has major mplications for the management structure of the business generally and for marketing management in particular. In effect, in the horizontal organization, marketing is no longer a series of activities performed within a marketing department. Indeed in many companies that have made the transition from vertical to horizontal organizations the marketing department has disappeared (The Economist, 1994b). However, this is not to assume that marketing is dead, indeed the reverse is the case – the need for market-driven businesses is as strong now as it ever was. Rather, we are seeing the transformation of marketing from a narrow set of functional skills based on a conventional â€Å"4Ps† marketing mix, to a broader business orientation where the delivery of superior customer value becomes the key objective. However, this being said, it must be recognized that there are still important functional skills that marketing must continue to develop, for example, research to provide in-depth market understanding and knowledge of consumers’ buying patterns, motivations and so forth. Strategic marketing planning also takes on a different form in the horizontal organization. Essentially the task of marketing planning in this new organizational model is to translate strategic goals into process plans, for example one major brewing company established the strategic goal of â€Å"a perfect pint in every pub†. The marketing planning task now becomes one of translating that goal into specific programmes for each process. So, for instance, what does â€Å"a perfect pint in every pub† imply for the brand development process, the customer management process and so on? Because each process in this company is now managed by a cross-functional process team a wider, more integrated perspective is brought to bear on the issue. Some might argue that this underpinning, integrative process of strategic marketing planning might better be termed strategic business planing. This is really only semantic and, in reality, it does not matter what we call this critical process, only that we manage it and recognize its central importance. Figure 5 summarizes the radically different shape of the process organization and the central role of strategic marketing planning. Moving to a process orientation clearly implies significant change for the business. The benefits of the transformation though can be considerable, particularly in the improvement of market responsiveness, the shortening of lead-times and the re-engineering of processes to deliver more customer value at less cost (Hammer and Champy, 1993). Conclusion In a world where the customer has become ever more sophisticated and experienced, where competition comes from new global players, alternative technologies and lower priced generics and me-toos, the focus of marketing Brand development process From brand values to customer value Customer management process Consumer development process Supplier development process Strategic marketing planning process 65 Supply chain process Figure 5. Marketing in a process context strategy must be on differentiation through superior customer and consumer value. Value is perceptual but comprises the customers’ understanding of what they are getting compared to what they are giving. In other words the functionality of the product and any emotional or intangible value plus the hard, tangible benefits must be set against the total cost of ownership. The task of marketing, therefore, has to be expressed in terms of the creation and delivery of customer value. It begins through an understanding of the value requirements of market segments or even individual customers; it then seeks through cross-functional processes to deliver that value through customer specific solutions. As many organizations are now learning, to become a customer value focused business requires a fundamental transformation of the way we manage. This transformation requires a shift from a compartmentalized view of the business where marketing is seen as the responsibility of the marketing department to a view that recognizes that processes deliver customer value and, hence, should be managed accordingly.

Fermentation vs. Anaerobic Respiration

Fermentation vs. Anaerobic Respiration All living things must have constant sources of energy to continue performing even the most basic life functions.  Whether that energy comes straight from the sun through photosynthesis or through eating plants or animals, the energy must be consumed and then changed into a usable form such as adenosine triphosphate (ATP). Many mechanisms can convert the original energy source into ATP.  The most efficient way is through aerobic respiration, which requires oxygen. This method gives the most ATP per energy input.  However, if oxygen isnt available, the organism must still convert the energy using other means.  Such processes that happen without oxygen are called anaerobic.  Fermentation is a common way for living things to make ATP without oxygen.  Does this make fermentation the same thing as anaerobic respiration? The short answer is no.  Even though they have similar parts and neither uses oxygen, there are differences between fermentation and anaerobic respiration.  In fact, anaerobic respiration is much more like aerobic respiration than it is like fermentation. Fermentation Most science classes discuss fermentation only as an alternative to aerobic respiration.  Aerobic respiration begins with a process called glycolysis,  in which a carbohydrate such as glucose is broken down and, after losing some electrons, forms a molecule called pyruvate.  If theres a sufficient supply of oxygen, or sometimes other types of electron acceptors, the pyruvate moves to the next part of aerobic respiration.  The process of glycolysis makes a net gain of 2 ATP. Fermentation is essentially the same process.  The carbohydrate is broken down, but instead of making pyruvate, the final product is a different molecule depending on the type of fermentation.  Fermentation is most often triggered by a lack of sufficient amounts of oxygen to continue running the aerobic respiration chain.  Humans undergo lactic acid fermentation. Instead of finishing with pyruvate, lactic acid is created.  Distance runners are familiar with lactic acid, which can build up in the muscles and cause cramping. Other organisms can undergo alcoholic fermentation, where the result is neither pyruvate nor lactic acid.  In this case, the organism makes ethyl alcohol.  Other types of fermentation are less common, but all yield different products depending on the organism undergoing fermentation. Since fermentation doesnt use the electron transport chain, it isnt considered a type of respiration. Anaerobic Respiration Even though fermentation happens without oxygen, it isnt the same as anaerobic respiration.  Anaerobic respiration begins the same way as aerobic respiration and fermentation.  The first step is still glycolysis, and it still creates 2 ATP from one carbohydrate molecule.  However, instead of ending with glycolysis, as fermentation does, anaerobic respiration creates pyruvate and then continues on the same path as aerobic respiration. After making a molecule called acetyl coenzyme A, it continues to the citric acid cycle.  More electron carriers are made and then everything ends up at the electron transport chain.  The electron carriers deposit the electrons at the beginning of the chain and then, through a process called chemiosmosis, produce many ATP.  For the electron transport chain to continue working, there must be a final electron acceptor.  If that acceptor is oxygen, the process is considered aerobic respiration.  However, some types of organisms, including many types of bacteria and other microorganisms, can use different final electron acceptors.  These include nitrate ions, sulfate ions, or even carbon dioxide.   Scientists believe that fermentation and anaerobic respiration are older processes than aerobic respiration.  Lack of oxygen in the early Earths atmosphere made aerobic respiration impossible.  Through evolution, eukaryotes acquired the ability to use the oxygen waste from photosynthesis to create aerobic respiration.

Atmospheric pollution and its affect on human health Essay

Atmospheric pollution and its affect on human health - Essay Example Accidental air comes from leakage and blasts in industrial furnaces, as well as through ample consumption of fuel alternatives, and smoking. On the other hand, industrial air pollution characterizes a type that pollutes the environment via the emissions caused by thermal plant operations, wide use of construction materials such as cement and steel, fertilizers, pesticides, atomic units, and industrial wastes. Green house effect derived from the contamination of several important gases and fossil fuel combustion in the air makes another foul contribution and this type is especially characteristic of green house gases namely carbon dioxide, methane, water vapor, nitrous oxide, and ozone which return to the lower atmospheric region after evolution against gravity. Transport related air pollution similarly originates from smoke brought about by petrol or diesel burnt in different vehicular engines which correspondingly emit noxious gases in mild to poisonous concentrations at worst. How does each of these types of air pollution affect human health and the environment? Smog is proven to have caused serious respiratory diseases as in the 1952 incident in London that resulted in the death of 4,000 people. Greenhouse gases equivalently pose threat on crops and livestock besides exhibiting potential harm on human skin which may be impacted by corrosion or cancer upon based on critical gas levels. As heat exceedingly builds up due to greenhouse effect, this further leads to climate change and global warming. By transport related air pollution, carbon monoxide for instance can drive oxygen out of the bloodstream, causing apathy, fatigue, headache, disorientation, and decreased muscular coordination and visual acuity. Industrial plants capable of releasing untreated wastes along with high levels of sulfuric or nitric acids make possible the precipitation of acid rain that gradually erodes building structures, contaminates vegetation, drinking water, and even the aquatic ha bitat. Birth defects, genetic mutations, and damage to neurological systems may also follow as consequences of long-term exposure to toxic materials with high percentages in air. What are some ways to control air pollution? Since human activities comprise either the primary or secondary sources of air pollution, control over these activities hence becomes essential in suppressing pollutants from building up in hazardous degrees of contact with the atmosphere. Car pool is one such means to arrive at this goal which takes to effect lower consumption of fossil fuels once fewer cars are used upon implementation. This way, fossil fuels are sustained and conserved for later applications. In the similar manner, taking advantage of the public transport may help regulate emissions properly besides being an act of support to augment public income. One may opt to walk or simply ride a bicycle to cover short distances as much as possible so that certain quantities of gas are saved while there w ould be a number of places which can be freed eventually of smoke and of the uncomfortably warmer temperatures due to sensible heat if most people heartily participate in this endeavor of minimizing the use of major emission source. Likewise, there is quite an immense worth in utilizing alternative sources of energy aside from the traditional fuels. If there emerges

Healthy Snacks Assignment Example | Topics and Well Written Essays - 3250 words

Healthy Snacks - Assignment Example Apart from that, the information that was stored in the systems was not available on timely basis which resulted in incorrect information about faulty credit prices. Another problem that can be identified in the sales process of Healthy Snacks was that it was following a very long sales process that eventually created certain errors. The sales team of the company delivered handwritten quotation to the customers and was indulged in making faxes of the duplicate copy of the quotation to the sales office. This process was found to be quite lengthy and was bound to create a lot of confusion. While filling of orders, the procedure has also been found to be very complex as there were tendencies of mishandling the products at the time of order filing from the warehouses. After acquiring a brief idea about the problems that have been observed about the way the sales force of Healthy Snacks currently takes and fills an order, it can be affirmed that it is quite essential to improve the overal l information sharing system of the company as there laid several problems associated with the existing information system. The existing information system which was currently being prevailing within the company tends to affect the overall sales of the company by a considerable level. The top management team of the company can either simplify the information process by creating a single information system that can be connected with all the department of HS or adopt as well as execute the approach of Enterprise Resource Planning (ERP) in place of the existing system for boosting its sales and thus earn significant profits. It is highly recommendable to the top management of the company to implement ERP... The sales team of the company delivered handwritten quotation to the customers and was indulged in making faxes of the duplicate copy of the quotation to the sales office. This process was found to be quite lengthy and was bound to create a lot of confusion. While filling of orders, the procedure has also been found to be very complex as there were tendencies of mishandling the products at the time of order filing from the warehouses. After acquiring a brief idea about the problems that have been observed about the way the sales force of Healthy Snacks currently takes and fills an order, it can be affirmed that it is quite essential to improve the overall information sharing system of the company as there laid several problems associated with the existing information system. The existing information system which was currently being prevailing within the company tends to affect the overall sales of the company by a considerable level. The top management team of the company can either simplify the information process by creating a single information system that can be connected with all the department of HS or adopt as well as execute the approach of Enterprise Resource Planning (ERP) in place of the existing system for boosting its sales and thus earn significant profits. It is highly recommendable to the top management of the company to implement ERP as it is regarded as one of the most efficient software programs that most of the company uses.

A family ritual to strengthen family bonds Essay Example for Free

A family ritual to strengthen family bonds Essay As I was answering the Family rituals questionnaire, I felt good as i was somewhat compelled to reminisce the activities which I shared with my family when I was a child. It feels good to see that our family got a high score in the questionnaire. In only proves that we have been quite close as a family. I was only mesmerized as I recalled those moments when we simultaneously scan our old pictures and laugh at the way all of us looked in the past. I also enjoyed recalling the fond memories of our excursions when I was still a child. Personally, I do not want to change that kind of relationship which I had with my family in the past. I would like us to maintain this close relationship we have right now. For me, this is how families are supposed to be. Families are supposed to spend most of the time together so they can be updated with the events happening to one another. In this sense, they will always be available to succor when one among the family members is having some dilemma. In addition to that, the intimacy between them will not be lost; and instead, will only be kindled. That feeling of intimacy will make them more comfortable and more expressive with one another. The ritual that I would like to apply to my family is a unique Islamic tradition called Eid al-Fitr. Eid al-Fitr is being done some time after Ramadan. It is basically a tradition celebrating the success of the recently done Ramadan which is a whole month of blessings and joy. Moreover, Eid al-Fitr is also the extension of these blessings and joy to those who happen to be less fortunate. Every Muslim family must offer some donation of any kind to those who are in need. They do this so the needy can participate in the celebration as well. This is done before the end of the Eid so all the people can be prepared for the jubilation. When the day of the Eid comes, all of the participants will gather outdoors – in mosques – to perform a prayer that is especially for the Eid. Afterwards, the participants will begin to disperse and mingle with one another. They will meet up with their families, friends and other acquaintances to give presents and express their cordial greetings. If they have relatives who are not present and cannot go to the event, they can call them on the hoping and likewise extend their wishes. This event usually lasts for three days to allow the Muslims make the most out of the celebration. The meaning of this ritual is that it can manifest the unity and comradeship among its participants. By extending their warm wishes to other people and giving donations to those who are in need, the participants learn to take care aside from their selves and value other people as well. The act of giving donations can be symbolically interpreted as an act of offering something that sincerely comes from the self. The act is like transcending the self and its own interests in order to extend one’s hands to other people. By applying this ritual with my family, I aim that my family will have a sense of responsibility and learn how to work as a group. Moreover, I can also reinforce family planning. My family will learn that they also have responsibility over other people –their fellowmen – and that all of us must unite for a singular cause. By promoting the behavior of giving donations to the poor and mingling with the family members, the unity of a singular cause is reinforced. As we harbor in mind the need to achieve a singular purpose, we will learn how to work as a group. In the latter process, we will develop a more cohesive bond among ourselves. The part of mingling with other people can only encourage us to commune more deeply with one another and be aware of one another’s experiences. As the ritual will be repetitious, all of its objectives will be recurrently addressed. In addition to that, by mingling with the family members in the course of the ritual, we will realize the importance of family planning. In our family, there are more than ten of us who are siblings and it will surely be harder for us to greet one another while doing the ritual. Lastly, I think that the ritual need not to change as the members of the family grow older. We must only adapt with one another and our family embers – and our oscillating temperaments, tastes and yearnings. The touchstone of the ritual is that we feel the warm company of our family members as we do and enjoy doing things together. In that sense, my two goals can be achieved. We learn that we are responsible for the welfare of our family members and we learn to work collectively in making all of us grow individually as persons and the family as a whole.

All for Show †The Post-Petrarchan Poetry of Wyatt, Sidney, and Spenser

The difficulty of discussing the representation of women in the work of sixteenth century English poets like Sir Thomas Wyatt, Sir Philip Sidney, and Edmund Spenser is the need to address authorial intent in its historical context. As a critic, one cannot attribute to words what the author did not intend; however, one can attribute intentions that the author did not word. For example, it is easy to justify the objectification and subordination of women in the English-Petrarchan sonnet tradition but is it entirely factual? Does object of desire necessarily mean desired object? Does such a designation deny the agency or even apply to the beloved? The question to ask is whether contemporary criticism can be applied retroactively; that is, whether theories concerning objectification or ‘othering’ are relevant merely because they fit. The real challenge is to decide if evidence of objectification can be discovered or simply applied to a text that has no concept of it. It is p articularly disconcerting that much of the modern renaissance criticism researched for this essay sees no possible contradiction in linking rhetorical evidence to intent; that is to say, they show little evidence of investigating the possible discrepancies between treating objectification as ahistorical and socially contextual, even when they argue for the historically situated nature of identity. One must also consider the fact that theories of objectification interpret and interrogate the text, not the author; that is unless one presumes they are the same thing. To do so, however, commits one to a series of requisite and problematic assumptions. The first of these is the exchange of mimesis for art as an imitation of the author, a shadow of a shadow. Speaking his... ...ing Astrophil and Stella to implode under its own contradictions Sidney ensures that its only lasting consequence is the affect it has on the beloved. In the same way Spenser tries to forge a tangible bond between himself and the beloved by rendering them both physically present in the words of Amoretti, Sidney tries to promote his signifiers to signifieds in an effort to exchange â€Å"semiological [intimacy] for sexual desire† (Stephens 93). The difference is that Spenser offers the beloved a shared space while Sidney seeks exclusive control of the courtship. Much like Wyatt tries to have the last word in Whoso List to Hunt, Sidney and Spenser write their sonnets in anticipation of the beloved’s response. As their efforts to adapt her subjectivity show, all three poets recognize the beloved as powerful, but is this the power of a reader or a social and sexual equal?

Discuss the use of the historical notes in the Handmaid’s Tale

The historical notes are part of the novel but not part of Offred's narrative. They are there to provide an explanation of what happened to Offred and put her story into historical perspective. The historical notes are set 200 years after the Gilead regime. They are a parody of an academic discussion about Offred's tale. The main speaker whilst being a woman is also a Native American. This can be seen in her name Professor Marian Crescent Moon. As the conference graduates it becomes evident that most of the scholars are Native American e. g. Professor Pieixoto. This is unusual as traditionally whites on Natives usually study anthropology. However Atwood chooses to turn this around to make the reader puzzled and makes a racial statement. The conference is held at the university of Denay in Nunavit. Denay is in northwest Canada which suggests that they control the Northwest of Canada as they appear to have a high social status. This reflects the time in which Atwood was writing as in the 1980 there was a fiery debate concerning this issue, in this and in her version the minority won and dominated. Atwood firstly uses the historical notes to make fun of academic conferences. This is obvious as the scholarly jargon is self-conscious and the humour extremely unfunny and complex. Therefore whilst amusing to the academics it is an instant off-putting for the reader which in turn outs him/her of the academics. Essentially all the reader wants to know is what happened to Offred and not if they are going on a fishing trip or not. These nature walks and fishing expeditions are mentioned briefly but purposefully at the beginning of the notes ‘The fishing expedition will go forward. The conditions in which these people live are clearly naturally better and healthier than in Gilead. Atwood makes a point this to show a contrast but also explain why they are so ignorant in understanding Offred's life, as they could never contemplate what it was like and hence could not sympathise with her suffering. The historical notes are a device used by Atwood to show the reader that everything she has written had actually happened before in one form or the other. The reference to Iran is probably most significant ‘Iran and Gilead: Two-late-twentieth-century Monotheocraties. They were so similar as in Iran the nations conservative Islamic revolution happened. It involved major de-modernizing and drastic restrictions of freedom of women. From this it is clear that Atwood got most of her inspiration from when creating the Handmaids. The Islamic ‘authorities' insisted that they were just protecting women and giving them a better quality of life. This is reflective of the commander in Offred's narrative when he says ‘We've given them more than we've taken away'. The professor says the ‘Romania had anticipated Gilead, in the 1980's banning all forms of birth control. This of course is what happened but it had divesting effects ion the spreading of aids and orphaned babies. Pieixoto also adds ‘ the collective rope ceremony' was an ‘English village custom in the 17th century' and is similar to Gilead's ‘Salvaging'. Moreover, the red colour of the handmaids was ‘borrowed from the uniforms of German prisoners of war I Canada' in the second word war. Finally Margaret Atwood uses the professor to state her point by making him say ‘that there was little that was truly original or truly indigenous to Gilead; its genius was synthesised. Consequently saying that there is nothing in the novel that hasn't already happened in the world we live in today. The professor at the same time as not picking up on Offred's personal account does realise the clever workings of the regime. For example the aunts had names derived from common commercial product'†¦ ‘ to familiarise and reassure' the handmaids. As mentioned Pieixoto is not interested in Offred's personal story but rather how it can tell him more about the Giliadian regime turning Offred's story into his own history. He is completely oblivious to Offred's feminist themes. He says that ‘our job is to censure and understand'. Clearly he doesn't and completely sidesteps the critical moral issues raised by her account. He seems more interested in establishing the identity of her commander than herself ‘the elusive commander', ‘the gentlemen in question'. Additionally he spends about two pages talking about him. The authenticity of the tapes seems to override the importance of their content. The covers of the tape are also significant as they reflect Offred's subject matter. ‘ Elvis Presley The Golden Years', he was one of the first male singers in the 60's to be associated with dirty sexual attraction i. e. the thrusting of the hips. Also there were tapes entitled ‘Boy George Takes Off', he was an homosexual musical icon and ‘Twisted Sister' they represented ‘loose' independent women. Most of all of these names and the suggestions behind the names Gilead would have severally disapproved of. This is just another way of Offred's small but yet significant rebellion against the regime. Professor Piexioto is an intriguing invention. Amongst the unusual social order in the historical notes and women appearing to be respected once again, Atwood throws in this completely contradictory character. He seems to by a complete sexist chauvinist pig. This is similar to the commander with whom he even shares a line' my little chat' and ‘little excitement'. This suggests that both the professor and the commander think of themselves very highly. It is obvious that Professor Piexioto does not think its a little chat but rather an important speech/lecture. Atwood intentionally merges these two characters together to show that male attitudes and opinions, even though 200 years have passed, have not altered. The professor proves this in his speech when he talks about ‘tails' and ‘frailrioads' rather than female roads as called by Offred. He also whilst making a dig at the North American peoples intelligence also insults both women's and Offred's intellect by saying ‘she was an educated woman, insofar as a graduate of any North American college of the time may have said to be educated'. Consequently, the historians discredit her story; she already told us that the commander was ‘in marker research'. Nevertheless he goes along a separate line of investigation and coming to the same conclusion. Furthermore he seems annoyed with her for not providing him with more information about the Giliadian regime. This can be seen when he exclaims ‘many gaps remain, some of which could have been filled in by our anonymous narrator, had she been in a different turn of mind'. Then he adds ‘ It has a whiff of emotion' this absolutely should outrage the reader as her whole story is based upon intense emotion and suffering, which he has no regard for. Ironically, the professor does exactly what Offred anticipated ‘from the point of view of history. We'll be invisible. ‘ So although Offred does get her story out she is treated the same as she was in the regime. Atwood does this to create a different kind of distopian in the readers mind and as in the narrative unsettle and make the reader outraged through confusion. The historical notes are supposedly here to answer unanswered questions but all it is extremely long explanations of a research with no concrete answers, which frustrate as new and yet again, unanswered questions start to format. This is a device used by Margaret Atwood to further stimulate the reader into discussion not only abut what happened to Offred but also question the society we live in today.

Hospitals are Driving toward a Leaner Organization Essay

To obtain sustainable organizational efficiency and service quality, many hospitals have adopted an Open Systems Perspective by using â€Å"lean management† procedures borrowed from leading car manufacturers, in an effort to â€Å"reduce and remove waste from work processes†. These processes improved organizational efficiency reduced costs and provided better patient care. i What ‘seems’ to be the Problem: Secondary Symptoms Full waiting rooms, long wait times, inefficient use of supplies and budgets, needless stress and high mortality rate is feedback from the external environment that the hospitals are not meeting the needs of their stakeholders, or fitting in with their environment. Before adapting lean management processes, hospital staff and patients alike shared the burden of what appeared to be the inevitable consequences of health care delivery and a closed systems perspective.ii These problems are manifestations of organizational deficiencies which negatively affect the quality of patient care, the distribution of hospital resources and employee morale. The Real Reasons Hospitals are Facing Difficulties: Primary Problems The secondary symptoms are indicative of underlying issues, highlighting their poor organizational-environmental fitiii and the ineffectiveness of communication between Internal Subsystems.iv To a large extent hospitals have not adapted to their external environment nor have hospitals managed it effectively.v Hospital management, for example, has not adequately promoted the appropriate use of hospitals as opposed to family physicians. The departmentalization of hospitals has unintentionally caused a disconnection between internal subsystems. The lack of coordination between hospital management, physicians, hospital staff and patients prevents the flow and use of information within the organization. The ultimate result is that resources (staff, equipment, financial resources) are not allocated to their optimal use causing superfluous procedures and purchases.vi Solutions, Recommendations and Implementation Plan: Open Systems Perspective and Lean Management strategies will promote organizational efficiency and resolve the underlying problems. Steven L.  McShane explains that collaborative efforts between internal subsystems have proven to reduce the time, efforts and costs contributing to the primary problems. vii Hospitals can use information technology and incentives to staff to share information about where efficiencies can be realized. For example, those responsible for hospital purchases will be greatly assisted by pertinent information from those using the equipment and supplies. The strategy will be financial costly in the short to medium term as the costs associated with implementing such a system will not be compensated for until efficiencies realized over the long run exceed its cost. Furthermore, cost and effort may be required to change the organizational and departmental cultures within hospitals to foster the collaboration necessary for the exchange of information. Including hospital staff in decision making of management may also increase job satisfaction and morale. Efficiencies discovered through information sharing will take stress of budgets and savings may be allocated to areas in need of more resources. A second organizational fit strategy is to transfer resources from underutilized areas to areas in need of greater health care services. Hospitals have likely not allocated their resources to respond demographic changes. Transferring health care resources will almost certainly result in public discontent in areas from which some health care resources are removed. There is also a financial cost and time associated with transferring resources from one geographic area to another more needy one, such as construction costs. In the medium to long term, however, moving resources from areas where they are not needed to an underserviced environment increases efficiency which addresses long wait times, lower quality of care and higher mortality. A further strategy from the Open Systems perspective is to manage the environment by engaging and educating the public about how to more efficiently access health care services. Hospital management will be required, in pursuing this strategy, to spend resources on promotion and education which may exacerbate wait times and the other secondary problems discussed earlier. In the medium to long term, the more efficient use of hospital resources on those that truly require them and diverting other potential hospital users to the appropriate health care provider, such as a family physician, will necessarily alleviate wait times, increase quality of care and improve hospital budgets. Finally, from the internal sub-systems  perspective, through expending resources on gathering empirical data concerning the relationship between resources and health care outcomes, as well as developing and employing greater diagnostic testing, physical resources and time can be managed more efficiently. Hospital management must implement a system and allocate resources to data gathering and analysis. Physicians must participate in providing data and expertise. Through continuous improvement the benefits of not expending hospital resources superfluously may be realized in the medium to long term. These solutions will positively impact full waiting rooms, long wait times, inefficient use of supplies and budgets, needless stress and potentially contribute to a decrease in the mortality rate. This allows hospitals to better fit and manage their environment.

Freud and Skinner interpretation of anxiety essays

Freud and Skinner interpretation of anxiety essays Conflict and anxiety are a fundamental part of every human beings life from, it could be argued, a prenatal stage to the inevitable death (Berk, 2004). Conflict can be defined as the emotional predicament people experience when they are placed in situations where difficult choices are to be made (Kosslyn s biological response to anxiety is a state of arousal, which may include symptoms similar to the fight or flight response (Kosslyn Theorists have long debated the cause and purpose for such emotions as conflict and anxiety. Namely, B. F. Skinner and Sigmund Freud who are perhaps the two greatest figures in psychology. Each proposed a grand theory that has had a tremendous impact on the field. With Freud, attempting to infer what goes on within the mind using hypnosis, dream analysis and psychoanalysis and Skinners focus on the study of only directly observable behaviour, the two perspectives appear to be wholly incompatible. While Skinners theories may appear to be complete opposite to a Freudian approach, he explained how his theory of behaviourism could be adapted to theories in different disciplines, including Freuds psychodynamic theory (Monte introspectionistic approaches to the field of psychology and placed the focus the role of the environment as most influential on behaviour. He took an extreme fact-based approach to science and even questioned the need for deep theoretical...

3 Crazy Interview Questions and How to Prepare for Them

3 Crazy Interview Questions and How to Prepare for Them Are you prepared for any odd questions an interviewer may throw your way? Career marketing is at its height as hiring managers search for new means to find the right candidate for the job. Whether it’s social media, such as behemoth career networking site LinkedIn, or traditional recruiting, the world of human resources is changing. And so must those searching for the right fit.Recently, major companies such as Dropbox, Google, Dell, and Apple have started polishing its interview policies. Gone are the days where hiring managers only asked questions about experience, skills, education, and job readiness. Now they mix in a little craziness just to shake the candidate and see where their mind is. Here are a few examples of crazy interview questions and why employers ask them.Shipwrecked with ChoicesIf you were shipwrecked on a deserted island and had to choose from three people to help you, who would you choose. You can choose from ten people: the lawyer, the doctor, the carpent er, the ship’s captain, the politician, the high school teacher, the cook, the scientist, the soldier and the policeman.This question may seem silly at first, but it tells the hiring manager about the candidate’s ability to adapt and their overall drive and personality. For example, if the person chooses the high school teacher, doctor, and carpenter, it would suggest they are planning to rebuild and start a new society. This shows the hiring manager the person is capable of bouncing back from a situation.On the other hand, suppose the candidate chooses the ship’s captain, lawyer, and carpenter. This shows a strong inclination the person values strong leadership over individual talents. But the ultimate scenario desired is the candidate who chooses the carpenter, the ship’s captain, and the soldier. This shows they are planning to get off the island and turn lemons into lemonade.Extra CargoIf you were asked to unload a Boeing 747 full of jelly beans, what would you do first?This question gauges the candidate’s ability to think outside of the box. A person who answers that would ask for help shows a strong inclination to team building. Some would say they would schedule time to unload the pile more efficiently. According to Bose, one of the most popular answers indicated the person’s creativity, compassion towards others, and ability to solve problems on the spot. The person who received the highest praise said they would open the belly of the plane and dump the entire contents on a poor, starving country.Others said they would order the cargo staff to unload the plane, while one even attempted to hide the beans. Whatever the answer, employers learned whether the candidate was able to make solid decisions on the spot or whether they could excel in a fast-paced atmosphere.Clash of TitansWho would win in a fight between Superman and Batman?While this is the age-old question of comic book geeks everywhere, this simple ques tion also shows the thought process behind answering strange questions. First Superman is super strong, able to fly, has heat vision and blizzard breath, and is virtually indestructible. On the other hand, while Batman is strong and fast, he is nowhere near as strong or fast as Superman. But Batman does have superior fighting skills, a utility belt full of dangerous surprises, and the cunning and wit of the best insane criminal.One candidate said Batman’s alter-ego, billionaire Bruce Wayne, has enough money to buy kryptonite and create a weapon to wound or even kill Superman. This shows the job seeker as an individual who doesn’t give up until they have found a solution to a serious, unsolvable problem. This out of the box thinking is what helps these candidates succeed.Get ready for the hard QuestionsHow can a candidate prepare themselves for these type of questions? Simple answer is there is no way to prepare for the unknown. It’s how you work with the informa tion that’s important. The following do’s and don’ts will help candidates make the best choice and win the job.Do:Take time to understand what they are asking.Ask questions to see if more information is available.Consider the outcomes.Don’t:Overthink the question.Go for the obvious answer.Say you don’t know.No matter what the question, hiring managers have learned these often silly and strange questions cause candidates to use brain power they normally wouldn’t exhibit. Any interviewer can ask them to solve a problem in their specialty, but what does that prove? Asking questions that force candidates in an uncomfortable and impossible situation brings out their true abilities and skills.Note: this article was originally published on TopResume.TopResume is a Talent Inc. company, the personal branding destination for all career-driven professionals. Through our extensive network of professional writers, we offer career advice and analyze and w rite more resumes and LinkedIn profiles than any other service in the world. Ready to get started? Request a free resume critique today.

The industry and business analysis of plant based milk in Saudi Arabia Essay

The industry and business analysis of plant based milk in Saudi Arabia - Essay Example The company will compete in the dairy market since it will also compete with milk derived from animals. Saudi Arabia dairy market includes retail sales of milk, yogurt, soy products and cheese among others. Since 2007, milk consumption in the country has grown by 6%. Ambient milk dominates over fresh milk and makes 62% of the market compared to 38% of fresh milk. In 2016, the market is forecasted to grow by 4,9% (Marketline (Firm), 2000). This paper will analyze the industry using Porter’s Five Forces and PESTLE Analysis. The purpose of the Five Force is to know how attractive the plant based milk industry is to the target customers. The analysis will also help the plant based milk company to understand the profitability of its products and identify strength and weaknesses areas (Philip & Gary, 2010, P.108). This analysis consists of the following competitive forces: According to Pereira, (2013, P. 72) suppliers are in a position to decide the price of milk thus affecting the company’s profit. It is important for the plant based milk to have ways of controlling the power of suppliers. Being a starting company it may face a high risk if the supplies needed for production change suddenly. This risk must therefore be minimized. According to Philip & Gary (2010, P.82), buyers on the other hand may force the milk prices to fall down. The dairy market has many buyers and with the customers of the plant based milk may shift to its competitors like Almaria and Al Safi if the price is not favorable. This may force the company to lower its prices to win the customers back. However, in order for the plant based Milk Company to retain its customers and reduce the power of buyers; it will need to create a brand that is strong and differentiate its products. The plant based milk face a high competition from the existing firms in the dairy market. The high