Wednesday, July 31, 2019
Price Discrimination Revised Essay
Jane, thinking that a vacation in San Francisco to visit her parents would provide her with a much-needed rest, bought a ticket two weeks in advance for a weekend flight. She would be sitting in 11A. On the day before Jane’s flight, Freya gets a call from her boss, instructing her to attend the company’s meeting in San Francisco. She booked a flight for the next day immediately upon getting the call. Freya sat in 11B            Freya paid $500 more than Jane for basically the same service, occupying adjacent seats. And this is a prime example of price discrimination. * * *            Price discrimination is simply the charging of different prices to different customers (Stavins, 1996, p. 3). It is characterized as price discrimination when the difference in prices are not due to difference in costs.            Scott Woolley writing for Forbes.Com simplified it further, saying that price discrimination is when an airline charge some customers more than other customers for the same (or almost the same) thing (Woolley, 1998.)            Tricia Ellis-Christensen stated that price discrimination is a widespread practice, and it doesn’t â€Å"necessarily imply negative discrimination.†           Price discrimination is categorized into degrees depending on the market segmentation, the customer’s ability to pay or demand elasiticity. (Ellis-Christensen, undated).            First-degree price discrimination occurs when identical goods are sold at different prices. This is most evident in the sale of both new and used cars wherein the salesperson gauges the maximum price at which the car can be sold. This type often includes bargaining, or negotiating for a lower price (Ellis-Christensen, undated).            Second-degree price discrimination is when lower prices are charged for bulk or higher quantities (Ellis-Christensen, undated).            Third degree price discrimination requires understanding the market, and is more prevalent. This type often plays on segments of the target market. An example is discounts offered to students. (Ellis-Christensen, undated).            Conditions for Price Discrimination. Joanna Stavins further explains that for an airline or company to successfully discriminate on price, it must have some market power, to be able to charge prices above the marginal cost. Typically it has monopolized that business. Another condition is the heterogeneousity of its consumers. Lastly, product resale should be costly and impossible, to prevent arbitrage. (Stavins, 1996, p. 3)            Stavins also explained that the â€Å"monopolistically competitive: conditions in air transportation business allows for price discrimination. (Stavins, 1996, p. 3)            Stavins stated that airlines differentiate between each other by offering different flight schedules and routes. Stavins also wrote that airlines attach various restrictions to cheaper tickets, making them more unattractive to consumers who give more importance to time and convenience. Meaning, a business traveler wouldn’t mind paying more to ensure that he arrives on time, as opposed to a passenger on a budget.            Advantages.  In some cases, price discrimination can implement efficient prices (Armstrong, 2006 p. 6). Arvind Sahay writes that pricing products differently can increase revneues and profits by 8% and 25% (Sahay, 2007, p. 54).            Price discrimination also opens markets, as in offering one’s goods at a high value market at a certain price, while giving it at a lower price at a lower value market. (Armstrong, 2006 p. 8)   This way, a business owner can reallocate demand to more suitable times while supply is limited (Sahay, 2007, p. 54).            On a more practical level, price discrimination will enable more firms to increase revenue, which can then be used for research and development. Consumers, on the other hand, will be able to benefit from lower fares (economicshelp.org, undated).            Disadvantages. On the other hand, some consumers will end up paying higher prices. Price discrimination will also cause a decline in consumer surplus. There maybe costs associated with segmenting market. Price discrimination also opens the field for predatory pricing (economicshelp.org, undated). Price Discrimination in Airlines            The increasing use of price discrimination, in all industries, is due to the new and affordable technology that most companies can install and use. Recent studies have also shown that consumers will pay different prices if the companies use the right approach (Sahay, 2007, p. 53).            In short, these days, airlines are pulling off price discrimination easily. On a purely technical level, Airlines are able to practice the third degree of price discrimination (segmentation-based), and even to some respects, the second degree of price discrimination by employing yield management tools.            Cunningham and Brady explains that airlines have been dividing their customers into groups: government vs. business vs. leisure travellers, first or economy class, etc. With the advent of the computer and I.T., airlines have gained more ability to match fares with their customers’ demands. (Cunningham and Brady, 2001, p. 10).            Yield Management tools allows the airline to sell the right seat to the right passenger at the right time and price, basically charging various rates for the perceived service benefit (Cunningham and Brady, 2001, p. 11).            Also, yield management allows for Ramsey pricing, which involves varying the prices for fare based on demand elasticity in relation to the marginal cost. Meaning, the more sensitive the market is to its price, the closer its price will be to the marginal cost. This explains why business market fares are higher than those who are on vacation (Cunningham and Brady, 2001, p. 11).            Since it is not easy to explain various yield management techniques of airlines, it would be best to look at practical scenarios for airline companies. Empirically, here are some examples of airline price discrimination.            Joseph Turow, writing for the Washington Posts, cites an example regarding airline Web sites that offer lower fares for first-time customers (Turrow, 2005). Technology has also made it easier for businesses such as airlines to do customer profiling. Turrow (2005) and Wooley (1998) insinuates that since businesses can now use computers and databases to store more information about a customer, it can create profiles on that customers and price accordingly. Turrow cited the case when Amazon.Com came under fire for selling the same compact disc album to different customers at varying discounts. Wooley, on the other hand, says that catalogs sent to somebody who lives in a high-end neighborhood include only one price, while the another version of the catalogs featuring the same products sent to other less-glitzy neighborhoods have discount information on them. With more and more information about the customer being easily made available, the more airlines know how to push the correct buttons and learn their ability to pay, and their willingness to pay.            Airlines also give â€Å"early-bird discounts†wherein those who book early get lower prices. This type of price discrimination plays on demand inelasticity.            People who book late are usually those who needs to be on the plane, and thus would be willing to pay any price just to get to where one wants to be. (Riley, 2006). Differences in ticket pricing is most reliant on supply and demand (Devlin, 2002). Fredrik Wallenberg explains that to get an advance purchase discount, one will have to book from one to three weeks in advance. (2000, p. 7)            On the other hand, SoYouWanna.Com advises that some of the cheapest plane tickets become available at the last minute. This is due to the fact that airlines typically want to fly with a full plane. Also, airline seats are seen as a perishable product, in the event that they are not used before â€Å"expiration†it becomes worthless (Sahay, 2007, p. 55)            Other airlines also use â€Å"Saturday night stay-over†as a mechanism for price discrimination. Airlines set a higher rate for business travelers who are unwilling to spend the weekend away from home (Wallenberg, 2000).            For some, airlines often reward loyal customers with a lower price on premium tickets if they’ve reached a certain number of mile on their frequent-fliers programs. Keith Devlin said that he was able to buy a round trip ticket from San Francisco to Milan for a bargain price of $1000. Devlin upgraded it to business class at no cost. Devlin got the bargain beceause he has earned enough miles on United’s Mileage Plus. Devlin adds that a colleague who will be on the same flight at the same time, was not able to upgrade (Devlin, 2002).            US Airways has the EZ Savers Club, which is actually an automated mailing list where subscribers can get mails detailing reduced rates on specified travel dates (Bringing market discipline†¦, 1998).            Other programs are age-dependent. Students and seniors typically get a discount on airlines.            Another form of price discrimination employed by airlines is temporary seasonal discounts for airfares that are meant to increase business. (Ellis-Christensen, undated).            Airlines have a big market with a large number of heterogenous customers, the more disparate their customers are and their behaviors, the more willing their customers would be to pay different prices (Sahay, 2007, p. 56).            Is Price Discrimination Illegal? Price discrimination may be illegal in some cases.            However, for it to be deemed illegal, it has to be seen in light of anti-competitiveness. Carl Person said that the Robinson-Patman Act protects victims of unlawful price discrimination. Persons provided the following example where in a retail store purchases the same thing from the same supplier for a much higher price. The store who bought the merchandise at a higher price would be unable to compete on price and usually loses business to its competitor (Persons, 1997).            The Federal Trade Commission clarifies that price discrimination may be used as a â€Å"predatory pricing tactic†to harm competition at the supplier’s level (Federal Trade Commission, undated).            This whole scenario doesn’t apply to airline tickets. Imperfect Information            In a perfect world or market situation, each consumer should have perfect information about the price of services and goods. However, information problems are highly ostentatious in complex and opaque markets, where there is infrequent patronage. Markets with intermediaries or those with a time lag between the time of purchase and the expected benefits are also susceptible to the problem. The airline industry is also a primary industry for imperfect information due to its complex pricing structures (Lindley, 2007, p. 74).            Imperfect information could harm a customer because it would effectively prevent him from turning to certain potential substitutes (Lande, 2007).            Moreover, some customers might not know of the existence of an option. Some customers might not even realize that best cost-saving option (Lande, 2007).            In short, as Dominic Lindley writes, the customer may not buy the cheapest or even the most appropriate product or service; may buy a service or product that does not perform as well as planned; or may be unaware of their rights and remedies if something goes wrong (Lindley, 2007, p. 74). Conclusion            It all boils down to the fact that imperfect information could hinder a customer from making a more informed decision about what he’s purchasing.            Determining the cost of an airline ticket is a complicated task. With price discrimination, it really just an interplay of demand and the customer’s ability to pay. Price discrimination allows businesses to optimize their operations for maximum benefits and income on their marginal costs. Airlines, among other businesses, are in a position to exploit that advantage because they satisfy all conditions needed for price discrimination.            For consumers and passengers to get the optimum value for their money, they must be vigilant. They must know their options, and choose accordingly. References  Armstrong, Mark. (2006). Price Discrimination. University College London. Retrieved on 3 April 2008. Brady, Stephen P. and Cunningham, William A . (2001). Exploring predatory pricing in the airline industry. Transportation Journal, 41(1), 5-15. Retrieved 21 April 2008 from ABI/INFORM Global database. (Document ID: 124411971). Bringing market discipline to pricing. (1998, January). Businessline,1. 21 Retrieved April 2008, from ProQuest Asian Business and Reference database. (Document ID: 25422269). Devlin, Keith. (2002). The crazy math of airline ticket pricing. Retrieved on 3 April 2008. Ellis-Christensen Tricia. What is Price Discrimination? Retrieved on 3 April 2008. Lande, Robert. (2007). Market Power Without A Large Market Share: The Role of Imperfect Information and other â€Å"Consumer Protection†Market Failures. Retrieved on 3 April 2008. Lindley, Dominic. (2007). Imperfect information for consumers. Consumer Policy Review, 17(3), 74-79. Retrieved 21 April 2008, from ABI/INFORM Global database. (Document ID: 1328552571). Persons, Carl E. (1997). Do You Have an RPA Price Discrimination Claim? Retrieved on 3 April Riley, Geoff. (2006) Price Discrimination. Eton College. Retrieved on 3 April 2008. Stavins, Joanna. (1996). Price Discrimination in the Airline Market: The Effect of Market Concentration. Federal Reserve Bank of Boston. Retrieved on 3 April 2008. SOYOUWANNA FIND A CHEAP PLANE TICKET? Retrieved on 3 April 2008. Sahay, Arvind. (2007). How Dynamic Pricing Leads to Higher Profits. MIT Sloan Management Review, 48(4), 53. Retrieved 21 April 2008, from ABI/INFORM Global database. (Document ID: 1360146151). Turow, Joseph. (2005). Have they got a deal for you. Washington Post. Retrieved on 3 April Wallenberg, Fredrik. (2000). A study of airline pricing. School of Information Management & Systems, University of California at Berkeley. Retrieved on 3 April 2008. Wooley, Scott. (1998). Mine was cheaper! Forbes.Com. Retrieved on 3 April 2008.
Tuesday, July 30, 2019
NAACP history
National Association for the Advancement of Colored People (NAACP) was founded in New York, 1910 by Ida Wells-Barnett, W.E.B. DuBois, Henry Moscowitz, Mary White Ovington, Oswald Garrison Villiard and William English Walling. They felt that an organization is essential to fight for the rights of African-American. Before the NACCP was founded, Mary White Ovington had done extensive research on the lives of African-American in the New York City. Mary Ovington had a big concern over the African-American’s unsuitable life in the country. She did four years of extensive research on the lives of unhealthy housing conditions and the lack of work opportunities for African Americans. In summer 1908, Springfield race riot shocked America where many African American were killed or injured. It was from this event that initiated the formation of NAACP. Soon articles concerning the Springfield riots appeared in the newspapers and magazines. William English Walling wrote the Independent of September 3rd, entitled â€Å"Race War in the North. In his declaration, he mentioned that America has to start treating the ‘colored people’ equally like the white people or the race war will never end in America. He summoned the civil rights activists to meet and form an organization that would fight for the Black civil and political rights and give an end to the racial discrimination in America. A few years before 1905, a group of prominent, African American gathered to discuss the problems that African American faced in that era. The group later called as the Niagara movement. In January 1909, Walling and Ovington met in New York along with Dr. Henry Moskowitz, John Purroy Mitchell to found the NAACP. The Niagara movement conference held on May 30 1909 in New York attended by 40 individuals from National Negro Committee including a Harvard scholar W.E.B. DuBois, American journalist and anti-lynching crusader Ida Wells-Barnett. The name National Association for the Advancement of Colored People was chosen later at the second congress in May 1910. The mission of this organization was to promote the equality of rights; and to eradicate caste and race prejudice among the citizens of the United States; to advance the interest of colored citizens; to secure for them impartial suffrage; and to increase their opportunities for securing justice in the courts, education for the children, employment according to their ability and complete equality before law; mentioned in its charter. This NAACP in the progressive era and soon it became the dominant and effective organization for Black people in US. The progressive era (1890-1920) was meant to reform the social economy and political aspects in America. However there were some drawbacks in the racism issues, even among the progressive scientists; such as Lester Ward, Charles H. Cooley, and E.A. Ross, who believed that the dark races inherent inferior IQ or intelligence. Many Black leaders joined the white socialist movement, including Du Bois, Cyril Briggs, Chandler Owen and A. Philip Randolph as many middle class felt ignored in their existence in the larger America. There were a number of White liberals in the NAACP, however the organization became a Black parallel system to the liberal White system of power distribution. Thus it can be concluded that NACCP brought the African into the main stream movements helping in projecting the issues that African American were facing in the White majority through protests paving the way for future civil right movement in the 1960s. Reference Gilbert Jonas, Freedom's Sword: The NAACP and the Struggle against Racism in America. Routledge, 2005. NAACP Org, â€Å"History.†6 May 2007 ;http://www.naacp.org/about/history/index.htm;. ; ; ; ;
Monday, July 29, 2019
Sustainable Housing in United Kingdom Dissertation
Sustainable Housing in United Kingdom - Dissertation Example The paper tells that due to the degradation of environment and depletion of resources the eco building concept has been developed. UK has been one of the major carbon dioxide emitters in Europe. Consequently the need for sustainable and low/zero carbon housing, has become the major concern of UK government. Government has started taking initiative accordingly and thus the concept of sustainable housing has been encouraged in UK. The people of United Kingdom have been getting lots of benefits from sustainable housing. United Kingdom has developed number of green and sustainable buildings. The aim behind sustainable housing is to protect the environment while achieving social and economic development of the country. The paper first elaborates the concept of Green Home or Sustainable housing. The need for switching to sustainable housing has also been discussed in the paper. The code of sustainable homes focuses on evaluating the homes on the benchmark of Building Research Establishment ’s Eco homes. Various types of sustainable constructions are mentioned in the research paper. Then the paper also discussed various energy resources as well as material useful for sustainable constructions. The discussion on the proper location for sustainable building, on the basis of different parameters, has also been included in our research paper. There are various types of sustainable housing which are mentioned in the paper. ... .........................................................................6 1.4. Definitions.............................................................................................6 1.5. Background of study.............................................................................7 1.6. Advantage of Study..............................................................................8 1.7. The need for the study of sustainable housing.....................................9 1.8. Objectives of the study........................................................................10 Chapter 2 2.1. Introduction.........................................................................................12 2.2. Sustainability in Constructing Houses................................................13 2.3. Principles of Sustainable Houses.......................................................15 2.4. Sustainability in current Constructing Houses....................................16 2.5. UK Best Pract ical Guideline...............................................................20 2.6. Legislation: Regulation Set by the Government.................................21 2.7. Code of Sustainable Homes (CSH)....................................................21 2.8. Carbon Reduction Commitment.........................................................25 2.9. Energy Performance Certificate.........................................................25 2.10. Types of Sustainable Constructions...................................................26 2.11. Renewable Energy Resources Suitable in the UK.............................27 2.12. Energy Efficient Material.....................................................................28 2.13. Choice of Location and
Sunday, July 28, 2019
Changing Landscapes of work (Argument Synthesis) Essay
Changing Landscapes of work (Argument Synthesis) - Essay Example It is also expected that the American workers would migrate to other countries in search of better and well paid jobs but only the best ones would be able to fit into an organization. New jobs would not require much physical ability it will have to be brains and brains only, it is also expected that the old American workforce and women would continue to struggle to get into decent organizations. Exporting jobs to Asian countries has become a very popular trend and this trend is expected to continue, it is expected to continue because American workers ask for too much compensation when compared to the workers in Asia, this makes the decision very simple and straight forward for the employers. The same work is being done in countries like India and Singapore for far less than in America. Low-skilled labors will be affected the most, globalization has already taken a toll on them and they have to be content with subpar wages and this is expected to continue. There is a lot of competition when it comes to the low-skilled or unskilled American workers and this competition is expected to get even fiercer. The students would inevitably have to change their career plan because a lot of changes are going to take place in the near future. Specialization and specialized courses would be preferred and would become more rewarding in the near future. America is getting older and this will be a problem in the future. Baby boomers would refrain from retiring early because they would keep looking for external sources of income and this is going to affect the economy on the whole. Technology is getting better with each passing day and sophisticated technology is going to take away several jobs in the future, it has already taken away jobs in the past. For instance, an automated voice on the telephone was earlier recorded by Indian
Saturday, July 27, 2019
JetBlue Assignment Example | Topics and Well Written Essays - 250 words
JetBlue - Assignment Example Examples of wants in the company are comfortable seats and excellent service. Moreover, demands are above wants. They include things that human wants and have ability and potential of buying. Some of the demands in the company include more legroom and LCD entertainment at every seat. The three concepts have an implication to the company. First, the company has to ensure that the client meets all the needs. Secondly, the company has to take care of wants in order to be competitive in the market. Lastly, the company needs to have a variety of things demanded so that customer can have choices in choosing their demands. Although this is a small firm, it is clear that the company aims in satisfying the customer to the fullest. In fact, the level of satisfaction can be deciphered from their company slogan â€Å"Happy Jetting.†The company also has some of the products that are not available to other competitors. The company also hires employees and train them based on company values. Therefore, what is being exchanged in the company is value and satisfaction customer for profit generation in the company. The production concept best applies to JetBlue. This is because the company focus is on provision quality services in attraction of customers. The application of the concept is seen through provision of excellent customer services. The company creates various values for its customers. One is through offering comfort to its customers. Second, the other is through offering of good customer service. An excellent service is provided by hiring right employees and training them on company core
Assessment of Views On Democracy Essay Example | Topics and Well Written Essays - 2250 words
Assessment of Views On Democracy - Essay Example The United States model of democratization is rather political. This form of democratization emphasizes on a political struggle of democrats seeking dominance over non-democrats. Political parties have a crucial place in this model. This models aims at gaining political liberties. In this process, institutions receive a lot of attention with democrats ensuring there is a level of democracy in political parties, elections, and institutions that fight for civil rights. This model has been the guideline of the United States struggled for democracy over the years. The nations politics consists of democrats fighting non –democrats and implementation of policies that favor the existing institutions. In its promotion of democracy, the United States urges other nation to adopt this model. The Bush regime of the United States made efforts of promoting this type of democratization. In most of the cases, these two models usually overlap. Carothers gives the illustration of Canada; a coun try that had focused on the developmental model, but is recently making advances into the political model through the promotion of institutions. Carothers presents a guideline that characterizes the democratization process. One of these involves the presence of a vibrant and independence of the civil society.
Friday, July 26, 2019
Ethics in the Healthcare Setting Essay Example | Topics and Well Written Essays - 500 words
Ethics in the Healthcare Setting - Essay Example Mr. Robinson is not wrong in administering the medication because the real intent of administering the medication is to relieve patient from immense pain, even though he is known to the fact that the medicine might speed the death of the patient. Patients believe death or assisted suicide is a treatment for controlling the symptom of pain, but health care professional do not need to perceive assisted suicide as an alternative, rather they can treat the health conditions experienced by patients through different ways (Abrahm, 2000, p.325). American Nurses Association states that nurses should look for ways to help relax the symptoms experienced by patients before death such as extreme pain although these methods of relieving can result in hastening of the death process of a patient. Therefore, Dr. Robinson should exercise the administration of the drug on Mr. Mills to help relax his pain even if his life has a threat to become shorter due to this activity (ANA, 1985, p.4). According to Judith Schwarz, health care practitioners such as physicians and nurses may take advantage of the double effect reasoning to save themselves from legal issues. Schwarz even stated that the use of morphine might be conducted with intention of assisting patients in suicide but during inquiry, practitioners state that they used the medicine with the intention of decreasing pain and not with the intention of assisting patients in committing suicide (Schwarz, 2007). According to the consequentialism, the most important aspect of any decision is the outcome of that decision (Duncan, 2010, p.46) . The theory further states that while conducting an act, an individual should have the intention of maximizing those outcomes that are morally important. For example if the aim of conducting an act is to maximize happiness, the use of morphine drug is correct, this is because the drug with maximize
Thursday, July 25, 2019
Music History Essay Example | Topics and Well Written Essays - 750 words
Music History - Essay Example According to the Catholic Encyclopedia, the Alleluia was introduced into Western churches around the fourth century and sung in response to the reading of the psalms (Bewerunge, Henry. "Plain Chant."). However, it is generally believed that the official recording occurred in the eighth century when St. Gregory made the effort to compile his beloved church music. It is at this time that the neum, the name of the strange characters, came into existence. (Bewerunge, Henry. "Neum"). The Alleluia was a melismatic composition which means that there were complex notes and melodies carried out on one syllable. The manuscript shows the squiggles streaming after the "a" in "Alleluia" which would suggest that the sound of the "a" is prolonged in the melody. The marks indicate how the sounds are sung or modulated, that is, whether there are glides or trills for example. Accent signs such as the acutus (/) written from left to right over a syllable would indicate a rise in the melody and the grav is, drawn downwards () would be the opposite, to lower the note. The gravis was abbreviated over time to only a dot, or punctum, and as a result was used in combination with (Last Name) 2 other marks to determine the melody. For example, in the group scandicus it shows an ascending group of three or more notes, drawn from left to right, and in the group climacus (), a descending group of notes (Bewerunge, Henry. "Neum"). The Alleluia chant was first used at Easter Sunday, then extended for the entire Easter period, then, courtesy of St. Gregory, again extended for use during the entire year with the exception of the period before Lent (Bewerunge, Henry. "Plain Chant."). As a praise to God, it seems appropriate that it should be used more than one or two times a year. The Agnus Dei is another example of plainchant or Gregorian chant as it is commonly called. However, the neums have evolved into another form in order to further convey the musical meaning. The Catholic Encyclopedia translates the Latin words ""Agnus Dei, qui tollis peccata mundi, miserere nobis" to "Lamb of God, who takes away the sins of the world, have mercy on us" (Henry, Hugh. "Agnus Dei (in Liturgy)"). In Henry Hugh's same article, he states that the Agnus Dei is generally used toward the end of the service before the giving of the Holy Communion. He also mentions that it is also found at the end of litanies, with a slightly different wording and in Requiem Masses. Early Agnus Dei plainsongs were mostly syllabic, where each syllable was given its own note and were mostly sung during days of "penitential character" such as during Lent or Advent, except Good Friday and Holy Saturday (Henry, Hugh. "Agnus Dei (in Liturgy)"). This example of the Agnus Dei is more embellished, and i t falls into the neumatic category, where two or more notes, are applied to one syllable. Sometimes up to a dozen notes are used in the neumatic form and it differs from the melismatic compositions where one will find a syllable carried for dozens of different notes. At the beginning of each four-line staff, there is a notation on the upper line and this tells what mode or key the piece will be in. In this case, it is the mode of C. The other popular mode was the key of F and later, the key of G was introduced. Bewerunge notes in his article in th
Wednesday, July 24, 2019
Strategic management Case Study Example | Topics and Well Written Essays - 1500 words - 1
Strategic management - Case Study Example There are numerous positive aspects to this strategy nonetheless. To begin with, Paul Sr. contends that making his own grapes is the genesis to quality wine and also to business success. This is the core reason 70% of all grapes crushed at the winery is grown under the supervision of the company. Another belief held by Paul Sr. is that customers should always pay relative to the quality of wine they purchase. Hence, the company would never charge exponentially for wine that does not match the price. The Boscs also view wine making as a lifestyle, and hence strive to form close ties with clients. This approach to business is very influential when it comes to making the decision since it might be the same approach adopted if the chateau is built. In this regard, it is appropriate to assess whether CdC’s business strategy is applicable in such a setup. Having CdC’s business strategy applicable in a chateau mean that the construction of the new premises is supported by the business strategy in use. The external environment for CdC is very influential to the overall performance of the winery. The Liquor Control Board of Ontario (LCBO) is one of the political influences that impacts the operation of the company. The board is responsible for distributing most of the wine in the region and which all makers fall below. In many ways, the board is a controller of alcohol consumption in the region. Its lack of vulnerability from manipulation by wineries such as CdC means that the quest to upscale by the organisation is impeded. Although the revenues amassed in the wine business were surging, the amount of wine consumption was lessening over the last year. This is partly attributed to the economic recession that is being experienced in the region. This means that fewer people were taking wine and that the efforts by CdC to double
Tuesday, July 23, 2019
How engineering has a negative impact on the natural environment Essay
How engineering has a negative impact on the natural environment - Essay Example Conferring to Balaban (2012), constructions are huge contributors to ecological deterioration. Moreover, it is quite clear that additional actions are required in order to make the building activities and the built environment ecological. Construction activities are among the major exploiters of both non-renewable and renewable natural resources. It depends profoundly on the natural environment to acquire raw materials that are used in these activities. These raw materials comprise of sand, timber, and aggregate for the construction process. According to Horvath (2004), the construction activities devours 40% of the globe’s sand, gravel, and raw stones and 25% of the virgin timber annually. Additionally, it devours 16% of water and 40% of the energy. The mining of these natural resources brings about permanent alterations to the natural ecology of the coastal areas and the countryside, both from a scenic and an ecological point of view. The following transformation of these zones into geographically dispersed locations not only brings about extra consumption of energy, but also upsurges the volume of particulate matter into the air. Construction activities and the extraction of raw materials also contribute to the build-up of pollutants in the air. The United States construction activities done by engineers is responsible for 20% of the waste found in water, 40% of the emissions to the atmosphere and 13% comprise of further releases. Dust and other releases comprise of particular poisonous substances such as sulp hur oxides and nitrogen. They are released in the course of transportation and production of materials along with from site activities. They have triggered serious dangers to the natural ecology. Further, dangerous materials like chlorofluorocarbons (CFCs) are applied in fire-fighting systems, refrigeration plants, air conditioning, and insulation and have serious effects on the ozone layer. The ozone is a vapour
Monday, July 22, 2019
Investigating into the factors that affect acceleration Essay Example for Free
Investigating into the factors that affect acceleration Essay I have chosen to investigate the affect changing the amount of force applied to an object has on acceleration. Hypothesis I predict that as the amount of force applied to the trolley increases, the acceleration will increase in direct proportion. I believe this will happen because according to Newtons Second Law, increasing the force increases the acceleration, provided the mass stays the same. Therefore, acceleration is directly proportional to the force applied. Fair Test Without fair testing the experiment would be useless because the information gathered would not be accurate or reliable. Here are the things we did to ensure our experiment was a fair test:  The distance travelled; the mass and weight of the trolley shall remain constant, as these are not the factors we will be changing.  The only thing we will change will be the force applied to the trolley. No force will be applied to the trolley when it is at the top of the runway, instead we will just let go of it and let gravity be the force.  When putting the trolley at the top of the runway we will make sure that the back wheels of the trolley are touching the ticker timer this way each experiment will start in the same place. We will test the trolley beforehand to ensure all wheels were working, because if one or more wheels are not working this could affect the speed/acceleration of the trolley. Safety Precautions As with all experiment, safety is crucial. Every experiment possesses some form of danger and through these guidelines I hope the risk of danger will be minimised:  Make sure the trolley is stopped before it reaches the end of the runway where the pulley is to prevent damage to trolley, runway or pulley. Make sure that when catching the trolley at the opposite end of the runway you are not in front of it before it reaches a halt as it could cause an injury Ticker Timer For this experiment we shall use a ticker-timer to record our results. A ticker-timer is a way of analysing the motion of objects. As the trolley moves, it drags the tape through the ticker timer, thus leaving a trail of dots, which were printed there by a vibrating metal bar running on an electric current, which hits a piece of paper fifty times a second. The analysis of a ticker tape will reveal if the object is moving with constant velocity or accelerating. This is how we hope to record the acceleration of our trolley. To get the results from the ticker timer tape, you need to divide the tape into five dot strips, this is because each five dots is equal to 0. 1 seconds. Preliminary Work Before the actual experiment took place, we decided to do some preliminary work. There was a chance that something could go wrong, for example, the trolley could hit the side of the runway, or the weights could fall off or the ticker timer would not be entirely accurate. So we gave the experiment a test run to make sure everything worked according to plan. The test run went smoothly and so we all agreed the experiment would be a success Prediction Graph Equipment  Runway  Trolley Metre Stick  Ticker Timer  Roll of ticker timer tape  Pulley  String  Weights Diagram Method First of all we collected all of the equipment. Then we placed the runway on a raised surface approx. a metre above the floor. Once this had been done, we prepared the ticker timer at the top of the runway. We did this by cutting ticker timer tape to 85 cm (We chose this length because the tape will be out of the ticker timer before the weights hit the floor). Next, we plugged the wires into the ticker timer in their rightful places and threaded the ticker-timer tape through the ticker timer. Then we placed the trolley at the top of the runway. We then stuck the ticker timer tape to the back of the trolley with tape. Next, we threaded a piece of string through the trolley and attached it to the pulley at the opposite end of the runway. To the end of this string we added different weights according to which experiment we were on. We started with 100g that is equal to 1 Newton in force. Then, on the count of three we simultaneously turned on switched on the mains, which activated the ticker timer and let go of the trolley, which caused it to roll down the runway. It rolled down the runway because the force of gravity acting on the weights pulled it. Once the ticker timer tape was out of the ticker timer we stopped the trolley to prevent it from hitting the pulley at the bottom end. We then switched off the ticker timer. We then labelled the piece of ticker timer tape to refer to when writing down our results. We then repeated this process for 200g, 300g, 400g, 500g, 600g, 700g, 800g, 900g and 1000g. Results Force = 1N Acceleration = (final speed start speed). Unfortunately, my graph has not turned out how I expected. The results show me that in my experiment the acceleration was not directly proportional to the force applied, which (in relation to my scientific research) should not be possible. The graph should be a straight diagonal line (as seen in my predicted graph) however mine was very varied, although it did follow a positive correlation, so we were on the right lines. Evaluation My results were not very accurate at all. I feel this is because there were a lot of factors that made it an unfair test despite my efforts to keep it fair. This could also be the reason why there are various anomalous results (it might be possible that all the results are anomalous! ) The factors that would have altered my results include: * Friction. The surface of the ramp caused friction because any type of grip on the surface could slow the trolley down. Also, the surface of the wheels could slow down the trolley because this is the affect of any type of traction provided by wheels. There is little we can do to create a friction-less workspace, but to keep it a fair test, we will keep the factors altering friction constant.  Air-resistance. As the trolley moves through the air the trolley pushes on the air and the air pushes back on the trolley making it speed up less (this is called action and reaction). Again, there is not much we can do about this, but if we were to do this experiment again we would keep the aerodynamics of the trolley constant. * Slight curve in runway. This makes a slightly bigger force act on the trolley as it goes downhill therefore it has a greater speed. Next time, we could ensure that the runway is completely flat to prevent unfair alterations to results.  The ticker timer would alter the result as well. Consider the fact that in every second the tape gets hit fifty times this must have had some affect on the results. Unfortunately I dont think we could change this were we to do the experiment again because with the equipment available to us there is nothing more accurate. Given more time, I would have liked to repeat each experiment up to five times, to ensure the results were fair -and to prevent the amount of anomalous results. Also, if I were to do it again, I feel that we could extend the experiment. Originally the aim was to find out the factors which affected acceleration. During this experiment we only altered the force and nothing else, it would be worthwhile to alter other things such as the mass of the trolley, the distance, the weight etc. It would be interesting to see if we could prove Newtons Second Law through other experiments using different trolleys. (His law states that acceleration is directly proportional to the force applied). For example, we have proved (to the best of our ability) that through using the trolley that we did Newtons Second Law does not work, but would it work for other trolleys?
Jungian archetypes in today’s global society Essay Example for Free
Jungian archetypes in today’s global society Essay This essay presents Jungian â€Å"archetypes†derived from the theoretical formulations of Carl Gustav Jung aimed at understanding their impacts in today’s global society. This essay also presents a list of individuals noted for their contributions for changing the image of the world totally different from those of the Medieval Period’s and from these thoughts one can imagine the prospects of the future. This essay concludes with the citation of some present-day personalities, technologies, and significant events as objects of Jung’s archetypes. Jung’s theory of personality has tremendous influence on sociologyâ€â€Ã¢â‚¬Å"the science of society, social institutions, and social relationships [or] specifically the systematic study of the development, structure, interaction, and collective behavior of organized groups of human beings†(Merriam-Webster 2004). In order to appreciate the impact of the personality theory of Jung in sociological settings, it is necessary to mention key components of the theoretical constructs foremost of which is the â€Å"collective unconscious†â€â€in which Jungian archetypes reside. The â€Å"Ego†is the â€Å"conscious mind†â€â€it is the seat of â€Å"perceptions, memories, thoughts, and feelings †¦ from the viewpoint of an individual person it is regarded as the center of consciousness,†write Hall Lindsey (118). The â€Å"Personal Unconscious†is the â€Å"region adjoining the ego †¦ consists of experiences that were once conscious but which have been repressed, suppressed, forgotten, or ignored†(118). Under the â€Å"Personal Unconscious†are various â€Å"complexes†â€â€the organized group or constellation of feelings, thoughts, perceptions, and memories; that have mental life of their own and have the capacity to seize the personality and to utilize for its end, like â€Å"Napoleon’s lust for power†(118). The â€Å"Collective Unconscious†â€â€considered as the â€Å"storehouse of latent memory traces inherited from one’s ancestral past, a past that includes not only the racial history of humans as a separate species but their prehuman or animal ancestry as well †¦ [It is] the psychic residue of human evolutionary development, a residue that accumulates as a consequence of repeated experiences over many generations. †If we humans today are afraid, for example, of the dark or of snakes, it is because our primitive parents â€Å"encountered many dangers in the dark and were victims of poisonous snakes,†write Hall and Lindzey (118). And â€Å"what a person learns is substantially influenced by the collective unconscious that exercises a guiding or selective influence over the behavior of the person from the very beginning of life. †Furthermore, the â€Å"two unconscious regions of the mind, the personal and the collective, can be of immense service to humans †¦ the unconscious holds possibilities which are locked away from the conscious mind, for it has its disposal all subliminal contents, all those things which have been forgotten or overlooked, as well as the wisdom and experience of uncounted centuries, which are laid down in its archetypal organs†(119-120). The â€Å"structural components of the collective unconscious are called by various names: archetypes †¦ primordial images †¦ mythological images, and behavior patterns†quotes Hall and Lindzey of Jung (1943). â€Å"An archetype is a universal thought (idea) form that contains a large element of emotion†(Hall and Lindzey 120). An example is the â€Å"mother archetype†â€â€an image or a perception of an individual recognized by an infant irregardless of race anywhere in the world. How can this happen? â€Å"It is a permanent deposit in the mind of an experience that has been constantly repeated for many generations. †(Hall and Lindzey 121). Another example is an image of the â€Å"sun†which has been seen by all inhabitants of the world (except the blinds) rose in the east and set on the west horizonsâ€â€so that â€Å"certain concepts and images of a supreme deity are off-shoots of the sun archetype†(121). â€Å"In a similar manner, humans have been exposed through their existence to innumerable instances of great natural forcesâ€â€earthquakes, waterfalls, floods, hurricanes, lightning, forest fires †¦ Out of these experiences there has developed an archetype of energy†(121). On the other hand, two or more archetypes sometimes fuse together so that one can see the person of a â€Å"Hitler†as a form of fused archetypes of â€Å"demon and hero †¦ so that one gets a satanic leader. †Furthermore, â€Å"[m]yths, dreams, visions, rituals, neurotic and psychotic symptoms, and works of art contain a great deal of archetypal material, and constitute the best source of knowledge regarding archetypes,†write Hall and Lindzey (122-123). Jung identified four key archetypes in his personality theoryâ€â€they are briefly described here, namely: The â€Å"Persona†â€â€is a â€Å"mask adopted by the person in response to the demands of social convention and tradition and to his or her own inner archetypal needs,†quote Hall and Lindzey of Jung (1945). This persona is the â€Å"role assigned to one by society, the part that society expects one to play in life. The purpose of the mask is to make a definite impression upon others and it often †¦ conceals the real nature of the person. The persona is the public personality †¦ contrasted with private personality that exists behind the social facade†(Hall and Lindzey 122). The person archetype â€Å"originates out of the experiences of the race; in this case, the experiences consist of social interactions in which the assumption of a social role has served a useful purpose to humans throughout their history as social animals†(122). The â€Å"Anima and the Animus†â€â€it is â€Å"fairly well recognized and accepted that a human is a bisexual animal. On a physiological level, the male secretes both male and female sex hormones, as does the female. On the psychological level, masculine and feminine characteristics are found in both sexes†¦. The feminine archetype in man is called the anima, the masculine archetype in woman is called the animus,†quote Hall and Lindzey of Jung (1945, 1954b). These archetypes are the â€Å"products of the racial experiences of man with woman and woman with man †¦ by living with woman throughout the ages man has become feminized; by living with man woman has become masculinized†(122-123). The â€Å"Shadow†archetype consists of the animal instincts that humans inherited in their evolution from lower forms of life, cites Hall and Lindzey of Jung (1948a). Consequently, the shadow †¦ typifies the animal side of human nature. As an archetype, â€Å"the shadow is responsible for our conception of original sin; when it is projected outward it becomes the devil and an enemy†¦. [It is] responsible for the appearance in consciousness and behavior of unpleasant and socially reprehensible thoughts, feelings and actions. These then may either be hidden from public view by the persona or repressed into the personal unconscious†(Hall and Lindzey 123). The â€Å"Self†archetype â€Å"expresses itself in various symbols, the chief one being the mandala or magic circle,†writes Jung (1955a). The self according to Jung is the total unity of all the systems that make up the personality. The self â€Å"holds these systems together and provides the personality with unity, equilibrium, and stability. †The self is â€Å"life’s goal, a goal that people constantly strive for but rarely reach †¦ it motivates human behavior and causes one to search for wholeness especially through the avenues provided by religion,†and it is here where the â€Å"figures of Christ and Buddha are as highly differentiated expressions of the self archetype as one will find in the modern world,†write Hall Lindzey (124). The foregoing presented an overview of the key Jungian archetypes. Hall and Lindzey write that the â€Å"most salient feature of Jung’s theory of personality †¦ is the emphasis that he places upon the forward-going character of personality development †¦ [that] humans are constantly progressing or attempting to progress from a less complete stage of development to a more complete one †¦ [and] that mankind as a species is constantly evolving more differentiated forms of existence†(134). Table 1 shows the Table of Contents of a special edition of the Reader’s Digest magazine capturing the significant contributions of popular and important persons the world has ever produced so far. Each one of the persons mentioned walked in the alleys of human endeavors leaving a legacy that benefited many generations to come after theirs including today’s generation. Table 1. Table of Contents of a Pocket Book on â€Å"popular and important subjects. †Adapt from Reader’s Digest (n. d. ) I. Giants of the World of Scienceâ€â€Copernicus: The man who moved the World (pp. 3-8); Galileoâ€â€Bold Discoverer (pp.9-14); Sir Isaac Newton, Explorer of the Universe (pp. 15-20); The Evolution of Charles Darwin (pp. 21-28); Albert Einstein, the man, and the Theory (pp. 29-33). II. They Opened Our Mindsâ€â€Socrates: A One-Man Turning Point in History (pp. 37-42); What Plato Says to Us (pp. 43-48); Aristotle: Master Mind of 300 B. C. (pp. 49-52); Listen to Wisdom of Confucius (pp. 53-56); William James and the Adventure of Being Human (pp. 57-66); Emerson’s vital Message for Today (pp. 67-74). III. They Sought the True Wayâ€â€The Man Called Jesus (pp. 77-82); Saint Paul – Apostle to All Men (pp. 83-88); Islam: the Misunderstood Religion (pp.89-98); Buddha, â€Å"The Enlightened One†(pp. 99-104). IV. They Fought for Democracyâ€â€Thomas Jefferson, Architect of Democracy (pp. 107-112); The Prodigious Gifts of Benjamin Franklin (pp. 113-118); Woodrow Wilson’s fight for Peace (pp. 119-124); â€Å"We Must Never Deny Our Gratitude†: A Portrait of Winston Churchill (pp. 125-130). V. They Opened the Doorâ€â€Columbus: He Knew the World Was Round (pp. 133-140); Westward – With Lewis and Clark (pp. 141-148); And Then Came Ford (pp. 149-158); Alexander Graham Bell: The Man Who Tied the World Together (pp. 159-164). VI. Apostle of Human Rightsâ€â€Abraham Lincoln’s Hardest Decision (pp.167-172); Mr. Thoreau of Walden Pond (pp. 173-180); Gandhi: Apostle of Non-Violence (pp. 181-188). VII. Giants of the Artsâ€â€Leonardo da Vinci: The Firs Modern (pp. 191-198); Delacroix: He Opened the Door to Modern Art (pp. 199-202); Pablo Picasso, Artist of the Century (pp. 203-208); Beethoven the Incredible (pp. 209-214); Frederic Chopin: Poet of the Piano (pp. 215-218); Mozart, Music’s Wonder Child (pp. 219-224). VIII. They Took Us Into the Futureâ€â€The Day the Atomic Age Was Born (pp. 227-232); We Tamed Penicillin (pp. 233-238); With Ranger VII-To the Moon (pp. 239-245). What is the goal of human development? Toward what end are humans and mankind striving? Hall and Lindzey’s answer to these questions is this: the â€Å"ultimate goal is summed up by the term self-realization. Self-realization means the fullest, most complete differentiation and harmonious blending of all aspects of a human’s total personality. †To this end, there is one significant thing that appears to be consistent in all human historyâ€â€this is what Hall and Lindzey write as â€Å"progress†which â€Å"did not stop with the creation of humans; just as humans represent an advancement over all other species of animals, so does civilized man represent an improvement over primitive man†(134). Meanwhile, Koontz, O’Donnell, and Heinz Weihrich, write â€Å"Every group of people that performs near its total capability has some person as its head who is skilled in the art of leadership [with] †¦ at least three major ingredientsâ€â€the ability to comprehend that human beings have differing motivating forces at varying times and in different situations, the ability to inspire, and the ability to act in a way that will develop a climate for responding to an arousing motivations†(663). Who are the prime persons and entities in the 1990’s and in the current decade that could have influenced the direction of the world affairs in today’s â€Å"global society†? I have a few names to mention before ending this essay: the introduction of the â€Å"internet†in the early 1990’s that almost shattered the communication barriers overnight with Bill Gates’s Microsoft Internet Explorer; George W. Bush, Sr. and the first Gulf War in the Middle East that reinforced the resentment of the Muslim world against Christendom and in particular the United States; Osama Bin Landen and the 9/11 terrorism; George W. Bush, Jr. and Weapons of Mass Destruction with Iraq War; astronomy and the Hubble Space Telescope that captured close-up photos of far-flung universes never before seen (Voit); and the twin rovers that traversed the Martian face with Intel’s microprocessors as enablers of nanotechnology. These never-ceasing human endeavors reflect Jung’s archetypal descriptions present in all human undertakings in any given society around the world. References Hall, Calvin S. , and Gardner Lindzey. Theories of Personality. 3rd Ed.. New York, NY: Wiley, 1978. Koontz, Harold, Cyril O’Donnell, and Heinz Weihrich. Management. 7th ed. Tokyo, Japan: McGraw, 1980. They Changed Our World. Editors of Reader’s Digest. USA: Berkely, (n. d. ). Voit, Mark. Hubble space telescope: new views of the universe. Ed. Himmel, Eric. New York, NY: Abrams.
Sunday, July 21, 2019
Role and purpose of sponsorship
Role and purpose of sponsorship Sponsorship is defined as a cash and/or in-kind fee paid to a property (typically a sports, entertainment, non-profit event or organization) in return for access to the exploitable commercial potential associated with that property (International Events Group (IEG) Glossary, 2010). Sponsorship can be beneficial to companies for many reasons but the two main reasons for a firm to enter a sponsorship are: (1) to increase brand awareness, and (2) to establish, strengthen, or change brand image (Cornwell and Maignan 1998; Crowley 1991; Gwinner 1997; Gwinner and Eaton 1999; Marshall and Cook 1992; Meenaghan 1991; Meerabeau et al. 1991). Sponsorship is now one of the most significant parts of marketing mix and all marketers consider it a major factor of a successful marketing campaign. The most popular medium of sponsorship is sport sponsorship and accounts for more than half of all sponsorship spending in UK and US (Thwaites, 1995). In UK the estimated value of sponsorship market is  £871 million with sport sponsorship accounting for 51% of all sponsorship expenditures in 2005, broadcast following with 27% and arts with 14% (Mintel, 2006). It is important to label the difference between event sponsorship and event marketing. Event sponsorship involves payment from the sponsors side in contrast to event marketing which refers to staging of an event from a firm with or without paying a sponsorship fee (Close et al, 2006). Sponsorship is also different from patronage. In patronage the financial support is given without any expectation of returns in terms of advertising or publicity, in sponsorship the main reason of financial contribution is brand awareness (Bennett, 1999). According to Meenaghan (2001) sponsorship is more beneficial than advertising for two main reasons: Firstly, consumers can develop an intense emotional response toward sponsorship and this leads to higher levels of involvement in the event. Moreover, sponsorship is an indirect attempt to persuade consumers compared to advertising which is direct. Therefore, sponsorship can influence consumer on a subconscious level. A diagnostic measure, used to make decisions concerning sponsorship and advertising is public awareness of sponsorship (Tripodi et al, 2003). As Gwinner and Bennett (2008) mention a lot of research was conducted on the effects of sponsorship on brand awareness (Cornwell Coote 2005; Gwinner Swanson, 2003; Madrigal, 2000, 2001; Pham Johar, 2001; Rifon, Choi, Trimble, Li, 2004), thus, the most recent studies on sponsorship focused on other element in order to measure the effectiveness of the sponsored events. As the authors state recent studies focus on the consumer attitude toward sponsorship (McDaniel 1999; Speed Thompson, 2000; Stipp, 1998), (Dean, 2002; Gwinner Eaton, 1999; McDaniel 1999; Rifon et al., 2004; Rodgers, 2004; Szykman, Bloom, Blazing, 2004), goodwill (Meenaghan, 1991, 2001), fan involvement (Fisher Wakefield, 1998; Madrigal, 2001; Meenaghan, 2001; Schurr, Wittig, Ruble, Ellen, 1988; Wann Branscombe, 1993), image transfer (Gwinner, 1997; Gwinner Eaton, 1999), and behavioral intentions like purchase intent, positive word-of-mouth, and actual purchase behavior because of sponsorship (Madrigal, 2001; McDaniel, 1999). Sports sponsorship is the most studied type of sponsorship and the majority of studies had shown a positive influence of sponsorship on brand recall and recognition, image transfer and purchasing intentions (Kim and Choi, 2007). However, no research has conducted on how brand awareness, eventà ¢Ã‹â€ ’sponsor fit, attitude toward the sponsors, fan involvement and purchasing intention can be effective in a music festival surrounding. All the above studies mainly focus on sports events because sports sponsorship is more popular than others types of sponsorship (Mintel, 2009). According to BBC News the sales of albums dropped by 3.5% in 2009 to 128.9 million, this was the fifth year in a row that sales of album have fallen. On the other side, music digital downloading increased (BBC News, 2010). Therefore, the music industry should determine other methods in order to increase its profits. Music festivals and concerts are becoming a major source of income for artists and generally the music industry (Campaign, 2008). This is a great opportunity for brands to sponsor music event. According to Mintel (2008) the total number of concert goers is forecast to continue rising to 2013, but at a much slower rate that over the last five years: just under 25 million people are forecast to attend a concert in one of the major categories in 2013, compared with an estimated 23 million in 2008 and 17 million in 2003. Furthermore, a research commissioned from Target Media (executed from Eyebal) shows that many different sectors choose to associate with music festivals, but those with the most potential for success are alcoholic drinks, with 75% of festival goers spotting booze ads at festivals and 77% believing alcohol brand advertising would work best at festivals. Fashion brand advertising has been spotted by 36% of those attending festivals and 41% believe this kind of advertising would work best in a festival environment. (cited in Roberts,2009). According to a research made on sponsorship of music festivals, brand sponsorship has an impact on brand recall, awareness and attitude towards the brand (Rowley and Williams, 2008). Although sponsorship of music festival from alcoholic drinks looks very promising as a marketing communication tool health issues can impede this process. According to Campaign (2009) the governments health committee will recommend changes to advertising codes to prevent alcohol companies sponsoring music or sports events if a proportion of the audience would be too young to buy alcohol. On the other hand, a research made from The Cardiff Business School, published by the International Journal of Sports Marketing Sponsorship, found that there are no significant statistical correlations between sports sponsorship awareness and attitudes to alcohol use among underage drinkers. (cited in Parson,2010). This study aims to provide a better understanding of brand sponsorship on music events. The main purpose of the research is to investigate how sponsorship in music festivals can influence the beliefs and attitudes of the participants. Through the analysis of the impact of music sponsorship on consumers perception of brands it will be easier for firms to target their customers more efficiently. Music concerts and festivals that use alcoholic drinks as sponsors will be investigated in order to examine the behavior of the consumers. The research will focus on alcoholic drinks (Tuborg beer) because alcohol brands are the most common sponsors of music events. The objectives of this research are: Examine the levels of brand awareness in music festivals Investigate the level of fan involvement of music festival participants Determine the congruence between music festivals and alcoholic drinks as perceived from the consumers Examine the attitude of participants toward the sponsors of music festivals Investigate if attitude towards the sponsor, fan involvement and sponsor / event fit influence the buying intentions of music event participants The first chapter will provide the academic background of sponsorship especially in sports events because most previous studies are related to sports. However, the variables that were used from previous researchers in order to measure different aspects of sponsorship effectiveness will be adapted to our study on music events. Variables such as brand awareness, fan involvement, sponsor and event congruence, attitude towards the sponsor and purchasing intention will be explained at this stage of the research. Every variable will be defined and the results from previous studies will be presented. In this way, we will determine our objectives and define the measurement that will be used throughout the report. In the second chapter the methodology will be presented. Due to the scope of our research and based on previous studies only quantitative research will be conducted. The collection of the data will be based on questionnaires. Questionnaires will be distributed in a popular music festival (Latitude Festival 2010) in order to test the impact of sponsorship in music events. Research instruments and data collection method will be part of this chapter as well as the way that our survey was conducted. In the next chapter, the results of the entire research will be presented. SPSS will be used in order to analyze the collected data and to evaluate the level of significance of our results. Descriptive statistics as well as correlation and regression analysis will be conducted in order to check the validity of our results. Tables and graphs will also be concluded in this part of the study. In the last chapter, the conclusions will be drawn and compared to the results of previous studies. The conclusions will be used as a guide in order to advise marketing managers in their future marketing campaigns. Limitation of the study as well as ideas for future research will be concluded in this part. Brand awareness This study will investigate how sponsorship in music festivals can influence the beliefs and attitudes of the participants; hence all types of branding should be defined. Brands can influence consumers in many different ways. According to De Chernatony and McDonald (2003) brand awareness reflects the salience of a brand and facilitates consumers abilities to identify the brand with a specific product category. Brand awareness consists of brand recognition and brand recall (Keller, 1993, Keller 2001). Recall is the ability to name (typically unprompted) the brands involved in a given sponsorship. On the other hand, Brand recognition develops the notion of knowledge by adding the ability to recognize the product category of the brands involved (Smith, 2004). For instance everybody knows that AIG is the sponsor of Manchester United but fewer people recognize that AIG is an insurance company. In addition, brand image reflects the consumers perception of a brands characteristics and can be gauged by associations they hold in their memory (De Chernatony and McDonald, 2003). According to Keller (2001) positive perception of the brand is likely to affect the cognitive (eg brand recognition, awareness and recall), affective (eg liking or preference for the brand) and conative (eg intention to buy, brand purchase and loyalty) dimensions of consumer behavior and create strong brands which yield marketing advantages, such as lower vulnerability to competitive actions or market crises, the ability to earn higher margins and increased marketing communication effectiveness. In addition, Gà ¼Ãƒ §là ¼ Sà ¶zer and Vardar support this statement on their journal. According to the authors the positive effect of sponsorship is mainly on the cognitive dimensions of brand equity. Cognitive dimensions of brand equity, which are brand awareness and perceived quality, represent lower levels of consumer-brand relations. The main reason for brands to sponsor events is increased brand awareness and improved brand image (Gwinner and Eaton, 1999). Moreover, sponsorship is the main medium for art festivals to raise money (Hume et al., 2007). According to Alexandris et al (2008) potential sponsors who target events with young and more educated spectators might have an easier task in sponsorship promotion and in achieving sponsorship objectives, than sponsors who target events with older and less educated spectators, who are probably less informed about sponsorship issues. These spectators need more focused marketing approaches in sponsorship promotion, if awareness is to be achieved. Therefore, sponsorship of music festivals can be more effective on reaching the sponsorship objectives due to the target audience of music festivals. The audience of rock/indie festivals is mainly male between 16-34 and their social status is ABC1 (Mintel, 2008). The first stage of sponsorship benefits is awareness, without it, the sponsors cannot meet their subsequent objectives such as image enhancement, positive behavioral intentions and increased sales (Crompton, 2004). The actual use of the product in the sponsorship event is of major importance for the awareness of both the product and the brand. In events that sponsors provided a specific souvenir item and allowed product sampling the recall and recognition levels of the sponsor were higher (Miloch and Lambrecht, 2006). The mean recognition rates for these sponsors were twice as high compared to those sponsors that did not activate their sponsorships (Miloch and Lambrecht, 2006). It is also interesting enough that the recall levels change during the event. Before and during the event the recall levels of the sponsor are relatively high but after the event they fall again in the initial levels, the communication effort of the sponsor is what determines the effectiveness and the duration of the sponsorship awareness (Walliser, 2003). Moreover, Grohs et al (2004) support that people who are aware of the sponsor before the event, they are more aware after it. Brand equity of sponsor plays a major role in the fit that consumers perceive between the sponsor and the event. Even if the events sponsored are identical, high brand equity sponsors are perceived more congruent than low brand equity ones (Roy and Cornwell, 2003). Higher recall and recognition levels can be achieved when people are interested on the event (Miloch and Lambrecht, 2006). This means that when the participants are more involved with the event higher brand awareness can be achieved for the sponsor. According to the results from a survey conducted from Vale et al (2009) the level of investment is related to the level of awareness. Consequently, the sponsors that invest more in the sponsorship were more evoked. The results also suggest that sponsorship when considered in isolation from other complementary communicative policies positively affects the awareness of the sponsoring brands through exposure (Vale et al, 2009). The relationship between exposure and recall is generally positive and not an inverted U as many researchers supposed (Zajonc, 1968 ; Bennett, 1999). Therefore, a repeated exposure to stimuli (e.g. the logo of the sponsor) will lead to a more favorable opinion towards the stimulus (Bennett, 1999). If the spectator frequently visits the area of sponsorship (e.g. a football stadium) it is more likely to be aware of the sponsors perimeter posters (Bennett, 1999). However, consumers get confused about the official sponsor of the event (Grohs, 2004). Ambush marketing can be the reason for the misunderstanding of the official sponsor. It is common in sponsored events brands that are not the official sponsor and do not have a direct connection to the event to try to exploit the commercial opportunities that appear (Burton and Chadwick, 2009). In order to predict sponsor recall many parameters of sponsorship should be determined. According to Grohs et al (2004) sponsor-property fit, event in volvement and exposure are the main factors to be considered. According to the research of Boshoff and Gerber (2007) both brand recall and brand recognition of the sponsor of the event increased significantly but brand recall and brand recognition of non sponsor did not increase at all. Therefore, sponsorship has a positive direct impact on brand awareness of the sponsor. Although, field-sponsorship stimuli as well as television-sponsorship stimuli are effective as far as memorization is concerned, they are not equally effective (Lardinoit and Derbaix, 2001). According to the research of Lardinoit and Derbaix (2001) television-sponsorship stimuli influence both unaided recall and recognition; on the other hand, field sponsorship can lead to a superficial memory trace in the mind of the consumer. Fan Involvement According to Meenaghan (2001) fan involvement refers specifically to the extent to which consumers identify with, and are motivated by, their engagement and affiliation with particular leisure activities. Enduring involvement corresponds to a kind of genuine enthusiasm, a strong and solid interest that comes from the relevance of an object or subject for the individual ( Lardinoit and Derbaix,2001). On the other hand, team identification is spectators perceived connectedness to a team and its performance and represents the final mechanism of fan attachment (Smith et al, 2008). Consequently, fan involvement is used to measure the attachment of an individual towards a social or leisure activity and team identification to measure attachment towards a team. Individual that are more involved towards an activity, they are capable to comprehend the values of the event and to associate these values to the sponsor of the event (Meenaghan, 2001). Fans who attend football matches in order to support their team they share the same norms and images with other fans and their involvement to the whole event generates positive feeling towards the group of fans (Bennett, 1999). According to Lardinoit and Derbaix (2001) it is of major importance for the success of sponsorship to reach high levels of involvement because involvement attracts the consumers to watch the sponsored event, for longer periods of time and more frequently. The authors also mention that involvement leads to extensive exposure to the sponsors message. Purchasing intention can also change when the attendant is highly involved in the activity (Meenaghan, 2001). Fan involvement has an impact on brand awareness and brand image of the sponsor. As Pitts and Slattery (2004) state highly committed viewers and individuals who are more aware of the event it is more likely to recognize the sponsor compared to less committed spectators. This also supported from the research of Lascu et al (1995) which was based on golf fans. According to the finding high involved golf fan were more likely to remember the name of the sponsor. In addition, the greater the interest of the participant for the event, the greater the sympathy toward the sponsor and this lead to more positive image for the sponsor (Alexandris et al, 2007; DAstous and Bitz, 1995). This is also supported from Close et al (2006) survey: An event attendee who is more active in the area of the event (e.g., sports) is more likely to appreciate a sponsors community involvement. According to Alexandris et al (2007) highly involved attendants of basketball were more likely to engage in positive word -of-mouth. According to Wann Branscombe, (1995) an individual can feel more secure and strengthen its self esteem by belonging to a group. They also mention that a person emphasize on the positive aspects of the group and try to avoid any negative associations. The above behavior strengthens their identity as team members (Madrigal, 2001). Loyal and dedicated fans of a team or an event (as described from the research) were much more likely to purchase or consider purchasing from sponsors of the event than those who were not as avid supporters of the team or the event (Dees et al, 2008; Fisher and Wakefield, 1998; Madrigal 2000; Schurr et al, 1988; Smith et al, 2008; Wann and Branscombe, 1993). Moreover, highly identified sports fans are also more likely to be aware of the sponsor and to form a positive attitude (Gwinner and Swanson, 2003; Madrigal,2001). Highly identified fans also attend games (Fisher Wakefield, 1998; Schurr et al, 1988, Smith et al, 2008), spend more on tickets and products , and remain loyal (Smith et al, 2008). The development of an emotional relationship between the consumer and the social activity can also be a result of an effective sponsorship (Meenaghan, 2001). It is interesting, that fan involvement did not have the same impact as other variables as attitude toward the sponsor and goodwill. According to Dees et al (2008) attitude toward sponsor and goodwill have greater impact than fan involvement on purchasing intentions. In order to understand the behavior of attendants of performing arts it is very useful to determine the relationship between subscription and involvement and the relationship between the quality of the event and the purchasing intentions of the attendants (Hume et al, 2007). Sponsor and event fit It is of major importance for the success of an event the consumer perception of congruence between the event and the sponsor, accordingly sponsor brands need to be close to the event participants and try to communicate with them during the event( Gà ¼Ãƒ §là ¼ Sà ¶zer and Vardar, 2009). In image sponsoring, the sponsoring company attempts to identify itself or one or more of its products with the positive images of the event held by the events consumers (spectators, viewers) (Ferrand and Pages, 1996). Therefore, the sponsor should consider how the image of its brand can be congruent to the image of the event. Gwinner and Eaton (1999) in their study about sponsorship and image transfer found that if consumers perceive similarities between the event and the sponsors brand the image transfer was enhanced. This statement was also supported from a latter research made from Gwinner et al (2009) on team identification and event sponsorship. Speed and Thomson research (2000) found that a good fit between event and sponsor can have a positive influence on attitude toward the sponsor and in the intention of using the sponsors product. An example of good category-level fit would be a sports clothing company sponsoring tennis. If there is category-fit consumers next consider fit at the level of the brand, Adidas, for example is a global sportswear brand that would fit with a top-level tennis brand such as Wimbledon(Gwinner and Eaton, 2009). In order to determine the influence of sponsorship we should take into account similarities. There two types of similarities according to Gwinner (1997): Functional similarity occurs when the participants of an event use the product of the sponsor and image related similarity occurs when the image of brand and event are interrelated. An example of the above theory is given by Donald and Cornwell (2003), Mountain Dew has successfully developed brand associations of over the edge and extreme by sponsoring sports such as skateboarding and snowboarding that have similar associations attached to them. Brand knowledge is also a factor that it should be considered when we evaluate sponsorship techniques. High levels of brand knowledge can lead to brand cohesiveness and make the individual able to find a fit between the brand and the event (Gwinner and Bennett, 2008). If the participant of an event is aware of the sponsoring brand (brand knowledge) he can easier conceptualize the similarity between the brand and the event. In addition, it is crucial to take into consideration sponsor-property fit, event involvement and exposure when we want to predict sponsor recall (Grohs et al, 2004). According to Becker-Olsen and Simmons (2002) participant who are exposed to sponsorships with low fit generated less favorable thoughts, formed a less favorable attitude toward the sponsorship, saw the firms positioning as less clear, and engendered less favorable affective and behavioral responses to the firm. If there is a relationship between the product and the event consumers can easier recognize the sponsoring brand than if there is no relationship (Pham Johar, 2001). Therefore, it is more effective in awareness terms if a guitar manufacturer sponsor a music event than a sport event. There is a connection gap (lack of congruence) between the event and the sponsor if the event is over commercialized (Gwinner and Bennett, 2008). According to the authors this is due to the feeling of exploitation that that participant develops toward over commercialized brands. This is also supported from Speed and Thomson (2000) who state that the positive association found between perceived sincerity and response to sponsorship suggests that consumers do not perceive sponsorship to be just another form of commercial activity but are sensitive to the potential philanthropic dimension that a sponsorship may have The way the congruence or fit between the conditioned and unconditioned stimuli is perceived from the individuals influence the conditioned response (Speed and Thomson, 2000). The consumer response is stronger when there is a fit between the sponsor and the sponsored event (Crinmiins and Horn 1996; Otker and Hayes 1987; Speed and Thomson, 2000; Stipp and Schiavone 1996;). Therefore, the fit between the sponsor and the sponsored event is of major importance for the success of event. In addition, the combination of personal liking from the consumers side and a good fit between the event and the sponsor will lead to a more positive respond toward the sponsor of the event (Speed and Thomson, 2000). According to Roy (2000) student that perceived that there was a high level of congruence between the brand and the sport event transfer this positive association to the corporate image of sponsor. He also mentions that the attitude of the students toward the sponsor; due to the fit between brand/event, was also positive. Positive cognitive and affective responses from the consumer are the result of fit between the event and the sponsor (Koo et al, 2006). Fit is also important in order for the brand to reach its target market and instigate the affective associations (McDaniel, 1999) Attitude towards the sponsor One of the major objectives of sponsorship is the development of positive attitude and feeling toward the sponsor of the event (Gwinner Swanson, 2003; Harvey, 2001). According to Lee and Sandler (2007) the effectiveness of sponsorship in terms of reaching the desired objectives is related to the different attitudes that consumer have towards different events. Attitude is a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor (Eagly and Chaiken, 1993). Therefore, the attitude toward the sponsor can be either positive or negative. The positive attitude toward the sponsor can be the result of favorable beliefs about the benefits of corporate sponsorship (Madrigal, 2001). If the corporate sponsorship is perceived as important from people their attitude is more positive toward the sponsor of the event (Madrigal, 2001). According to Mason (2005) attitudes are comprised of enduring cognitive (beliefs), affective (evaluative emotional attachments) and behavior tendencies towards an object . He also mentions that sponsorship influence the affective components of attitude and generate positive link between the event and the sponsors brand. Attitude toward an object is based on the beliefs that the individual has about that object and the behavioral intentions toward the object are determined from the attitude of the individual (Fishbein and Ajzen, 1975). Therefore, attitude toward the brand is a relatively enduring, unidimensional summary evaluation of the brand that presumably energizes behavior (Spears and Singh, 2004). It is interesting enough that even when the sponsorship awareness of the sponsored event is low, spectators of the event developed positive attitude toward sponsorship in general (Alexandris et al, 2008). According to Alexandris et al (2008) the sponsorship campaign should not over commercialize the event in order to maintain the positive feelings of the participants toward the sponsor. As already mention over commercialization has also a negative impact on the consumers perception of event/sponsor fit (Gwinner and Bennett, 2008). According to the authors this is due to the feeling of exploitation that that participant develops toward over commercialized brands. Attitude toward the sponsor is important in order to predict the purchasing intention of attendants (Alexandris et al, 2007; Lee et al, 1997; Speed and Thomson, 2000). In addition, sport activity involvement, and beliefs about sponsorship play an important role on the prediction of sponsorship outcomes such as image, word of mouth, and purchase intentions (Alexandris et al, 2007). Positive attitudes toward a sponsor have further been positively associated with favorable perceptions and intentions to purchase a sponsors product (Speed and Thompson, 2000). Brand image of the sponsor can also be improved from repeat attendance of the event (Lacey et al, 2007). Purchasing intention Purchase intentions are an individuals conscious plan to make an effort to purchase a brand » (Spears Singh, 2004). Consumers purchase intention is based on two main influences: first, a positive attitude towards the brand; and second, brand familiarity, which is obtained from brand exposure and prior use (Pope and Voges, 2000). The enhanced company and brand awareness that sponsorship can cause is only a part of its effectiveness. According to Smith et al (2008) sponsorship can also create the desirability to the attendants of the event to buy the sponsored products. This is also supported from previous researches on consumer purchasing intentions (Faircloth, Capella and Alford, 2001; Koo et al 2006; Lee et al., 1997; Madrigal, 2001; Meenaghan, 2001; Terry and Hogg, 1996). It is also interesting that congruency between sponsor and event is influenced from brand equity. As Roy and Cornwell (2003) mentioned sponsors with high brand equity sponsors are perceived from participants of the events as more congruent than those with low brand equity. The link between personal attitude toward an object and the actual behavior is called behavioral intention (Fishbein and Ajzen, 1975). Therefore, when we want to predict the influence of sponsorship, attitude toward the sponsor is of major importance. Speed and Thomson (2000) state that positive attitudes toward the sponsor can motivate the participant to purchase the sponsors product. This occurs because generally consumers positive attitude towards the brand will lead to purchase intention before the actual purchase of the brand (Spears and Singh, 2004). However, celebrity advertisement may not be as effective as sponsorship. According to the experimental study of Tripp et al (1994) when celebrity advertisement increases the intention of consumer to purchase the product decreases. Three variables that lead to higher purchase intentions according to Smith et al (2004) are: Team support Sponsor receptiveness (openness to further information, interest in learning more about the sponsor and knowledge of the sponsors business) Sponsor integrity (is a composite measure of respondents views about the relationship between the sponsor and the sponsored sporting team) Some interesting finding from the research of Smith et al (2004) is that the purchase intentions are positively influenced from sponsorship if the participants are passionate supporters of the sport team or the event. In support to the above statement, Spears and Singh (2004) mention that avid supporters (loyal and dedicated fans) and those who hold positive views of the corporate sponsors its more likely to buy the sponsors product than non fans. On the contrary, the frequent match attendance did not have an impact on purchase intentions (Smith et al, 2004). According to Dees et al (2008) the pleasant atmosphere of an event is what influences the consumer to purchase the product of the sponsor. During the event the marketing message is introduced to the consumer. Therefore, the consumer will buy the product of the sponsor in order to experience the same feeling that he had during the event. According to the research conducted from MacDonald and Sharp (2000) on consume
Saturday, July 20, 2019
My Experiences as a Learner :: Personal Narrative Learning Education Papers
My Experiences as a Learner I was in first grade and her name was Sister Carol Anne. She even spelled Anne the same way I spelled my middle name Anne which made her better. She was amazing she had this way of always making everyone in the class feel equal. We never knew who received the high grades and who received the low grades. We all were working "as hard as we could" she would say and that was all that mattered. Sister Carol also had ways of showing us how to help each other out. If a few students didn't get it then the students who did understand would teach the other students. Looking back I'm skeptical because that might unintentionally separate the students into "smart" and "stupid" groups. However, I remember that at some point or another everyone in that class needed help and everyone was able to teach. She exemplified for us that teaching is more helping and guiding instead of ruling and ordering. I think after that class was when I decided I wanted to be a teacher. It wavered on and off throughout my education but it started there in the first grade. The next significant grades I remember were third grade and fourth grade for the teaching style and the classroom atmosphere respectively. In third grade my teacher was Sister Edwardine (in case there is still any confusion I went to Catholic school my entire life.) I remember her specifically because she taught with stuffed animals. We were taught to respect nature and every organism around us, because we are all equal, by using these animals. Everyday, if we behaved, a few students in the class were given an animal to care for and we had to treat it as if it were a real creature. We didn't get to choose our animal however, and I see now how profound her rationale was. She said we didn't get to choose our animals because in life we don't get to choose who is around us in our community and who isn't. She was teaching us that we aren't always going to have the ability to chose who and what surrounds us but we must respect them all for their differences. I remember specifically the day she bought us two new animals. They were a male and female skunk. And when the students gathered to name them a few students starting mocking and calling them insulting names.
Friday, July 19, 2019
Global Warming is Real Essay example -- Environment Environmentalism
Imagine the world in fifty to one hundred years. Because of global warming, it might not be the world most people would think. Many scientists and environmentalists talk on ways reverse global warming. Global warming causes the polar ice caps to melt, record high temperatures, and many other things. Global warming is starting to change the world in actuality, but humanity has no one but themselves to blame, as there are many ways to fight global warming in which benefit not only the environment, but the individual that helped support the cause. In some parts of the world, there are already signs of climate change altering the way people live and the world itself. One big example of this happening is that temperatures have dramatically changed in the last one hundred-twenty years, since the Industrial Revolution. Some people (especially government personnel) may deny this, but the polar ice caps are melting. No denying it, the Arctic and Antarctic ice packs are melting. Proof of this is in one of CNN?s articles from ?Planet in Peril?. Two years ago, Explorer Dennis Schmitt fo...
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