Role as a Supervisor in a Virtual Organization Essay

Role as a Supervisor in a Virtual Organization - Essay Example Likewise, these same traits have to be maintained when carrying out the role of trust building as no method of socialization is present; managers should substitute socialization with consistency and high responsiveness. Having an atmosphere is sharing and frequent feedback is critical in carrying out the role of a cultural facilitator within a virtual firm, as well. Virtual organizations consist of members who work in geographically disparate locations through technology with the aim of achieving common goals; such firms are usually cross-functional and tend to dwell on client needs. Virtual organizations have increased exponentially over the past decade owing to proliferation of the internet, travel restrictions arising from political or economic upheavals, and increased competitiveness. Supervisors carrying out this role have to contend with certain challenges and circumstances that are unique to the virtual environment; these issues shall be examined in detail subsequently and their relation to the supervisor role outlined. One thing that virtual supervisors must confront, which is almost absent in non - virtual organizations, is the issue of trust. When carrying out one’s responsibilities with other organizational members, it is critical to have trust amongst one another; usually, this is established through face-to-face interaction. Since virtual organizations have eliminated this form of contact, then supervisors have the additional duty of building trust among their subordinates using other methods. Research shows that effective supervisors are able to create trust in virtual environments by encouraging organizational members to become highly responsive to each other (Bradley, Benson, Gibson, Tesluk and McPherson, 2002). Feedback is the key behind sustaining a positive attitude towards one another even when people rarely get to meet each other. Additionally, since it is not possible to share meals or discuss personal matters through this

Theory of Knowledge- To what extent does the vocabulary we have shape Essay

Theory of Knowledge- To what extent does the vocabulary we have shape what we know - Essay Example g with the first years of our lives we use words to express needs, dangers, feelings, to discover the use and practicality of the things surrounding us as well as to dive into the study of intellectual and scientific thought that has been developed and passed on to us for generations. Our vocabulary is not a simple collection of words and their meanings; it is also a complex tool that can shape what we can know through different areas of knowledge. Some may say though that words are unnecessary and of little importance in subjects such as mathematics, which expresses its reasoning through symbols, or the arts, which captures and conveys human feelings beyond verbal expression. However, I strongly believe that our vocabulary is an instrumental tool that shapes what we know and what we can know about the world we live in because it facilitates communication and it incorporates more meaning into our lives. I will discuss this statement in relation to three areas of knowledge: mathematic s, history and the arts. Mathematics is probably a subject that is least associated with the use of vocabulary. This is primarily because its core consists of developing certain ideas and principles through the use of numbers that connect though formulas, and which, at their turn, relate to one another in order to portray a logical picture of a certain phenomenon. Advanced mathematics can rarely find a direct application into the real world and it is mostly used for scientific development, because without the use of formulas and numbers we wouldn’t be at the technological level we are now. Some say that mathematics is a language by itself that claims universality. Therefore, one might state that our vocabulary has no power to shape what we know in this area of knowledge, that mathematics has made words obsolete and has raised above them. However, I believe that words are of outmost importance for children that learn basic mathematics. They learn how to add, subtract, multiply and

Promotional mix used by two established organizations

Promotional mix used by two established organizations Select two organisations of your choice and create a booklet that describes the promotional mix used by these two organisations for a selected product/service. 1A. Mc DONALDS: COMPANY OVERVIEW Dick and Mac McDonald founded the very first drive-in and self service restaurant in California, US in 1940. Today McDonalds is one of the leading fast-food retailer having more than 32,000 local restaurants [1] across the globe. With a mass penetration and exhilarating brand image, McDonalds is serving more than  60 million people in approximately 117 countries of the world [1]. To establish its market presence and differentiate from its competitors, McDonalds has created a number of logos and road signs depending upon its operations as for example dine-in facility drive-through etc. Following are few examples illustrating different logos: [2] Different Logos of McDonalds 1.1 THE PROMOTIONAL MIX STRATEGY McDonalds has employed an effective promotional mix strategy for the marketing of its products and services. For the organisation to penetrate within a specific market, it is essential to gain maximum knowledge about the culture, taste, climate, consumer needs etc. to design a correct set of promotional mix for marketing its marketing campaign. The right choice of the promotional mix helps the organisation to communicate the benefits of its products and services to the consumers (OShaughnessy 2003, p. 110). McDonalds core consumer base is built upon children, business personnel and fast-food lovers. Followed by which the promotional mix strategy used by McDonalds is advertising and sales promotion. [1] http://www.aboutmcdonalds.com/mcd/our_company/mcd_history.html [2] http://www.aboutmcdonalds.com/mcd/media_center/image_gallery/logos.html OShaughnessy, J., 2003. The marketing power of emotions, Oxford: Oxford University Press, 2003. 1.2 ADVERTISING The promotional mix strategy followed by media advertising is always favourable as it reinforces the existence of the organization and also helps in persuading the consumers to buy. The advertising tools include print media, electronic media, billboards etc. for promotion. McDonalds too employs certain effective promotional techniques with the help of advertising tools. Print Media, TV Commercials McDonalds utilises aggressive media advertising as a tool to promote its products. With the help of television commercials, newspapers and magazines, the organisation has successfully managed to create a positive image of its brand. The scrumptious representation of its food products on the hoardings not only attracts its consumers but also helps to keep them well informed about the new arrivals. [3] Images of Burger and Fries Social Networking Today social networking websites have become extremely popular and since most of the traffic on these websites is followed by the younger generation therefore, it becomes essential for the organisations like Mc Donalds to demonstrate their market presence. To keep itself connected with its core consumer base, McDonalds has created pages [4] on the most popular social networking websites that includes: Facebook http://www.facebook.com/aboutmcdonalds Flickr http://www.flickr.com/photos/aboutmcdonalds Twitter http://twitter.com/mcdonaldscorp These pages confer all the related information about the latest news and upcoming events about McDonalds and also updates about new deals and offers. [3] http://www.aboutmcdonalds.com/mcd/media_center/image_gallery/products.html [4] http://www.aboutmcdonalds.com/mcd/media_center PUBLIC RELATIONS Public relations play an integral role in todays marketing world. The multinational organisations having vast operational framework take part in certain international affairs like exhibitions, charitable work, rallies and sports events. McDonalds has also been involved in such large scale events which not only execute a positive message but also facilitate in the advertising of its brand image. The 2010 Olympic Winter Games The 2010 Olympic Winter Games were held in the beautiful city of Vancouver located in the host country of Canada. Since the brand image of McDonalds represents youth and therefore, it continues to participate in sports events. McDonalds has formally announced its involvement as the Official Restaurant for the eighth consecutive games [5]. The company is all set to feed more than 10,000 of the worlds best athletes, coaches and the Olympic officials. It is yet another component of McDonalds smart promotional strategy as millions of people across the globe will acknowledge the presence of McDonalds as a worldwide partner of this Olympic movement. 2010 FIFA World Cup South Africa FIFA World Cup is an event that is anxiously awaited by diverse range of age groups everywhere across the world. Mc Donalds always seek for such events that create an extravaganza to target a mass audience. The organisation is an official sponsor and the official restaurant of the 2010 FIFA World Cup South Africa. With more than 32,000 restaurants in more than 100 countries, McDonalds will bring the FIFA World Cup to life for millions of customers and employees around the world. [5] Logo for the 2010 FIFA World Cup [5] http://www.aboutmcdonalds.com/mcd/media_center/press_kits.html SALES PROMOTION The sales promotions are usually short-termed or time specific strategies that are designed to attract the new customers or to replenish the relationships with the existing ones. The sales promotional campaigns offer attractive deals, work on pricing and put forward new products. The buy-one-get-one deals, gifts and prize schemes are few examples of such sales promotions. Toys, Scratch Cards Lucky Draws Children are the target consumer base of McDonalds and hence it becomes inevitable for the organisation to develop such promotional strategies that may create enthusiasm in children. Happy Meals are offered with small toys which excites children. McDonalds also introduces lucky draws, numerous schemes for winning prices and child competitions from time to time as for example, Happy Meal toys, Big Mac Hockey Contest, card games etc. The promotional tactic of scratch cards is also utilised for marketing which comes with combo meals. Adding to this, Mc Donalds also offers econo-meals and value meals. [6] Toys offered by McDonalds Meals Designed for Healthy Eating The consumer world of today is getting more cautious about organic food and healthy eating and realising this McDonalds has come up with a plan of preserving its existing clientele along with attracting new customers. The company has designed Happy Meals with intent to promote healthy eating in children. The organisation has teamed up with DreamWorks Animation to put forward a series of toys including Shrek, Donkey and Puss in Boots to endorse fruit, vegetables, and low-fat dairy and fruit juices.  By promoting the healthy eating McDonalds has tried to penetrate within the consumer base that intentionally avoid the fast food products as they consider it to be fattening and un-healthy. This is a smart promotional campaign that will benefit the organisation by pulling in the new segment of consumer base to the existing database of the company. [7] Shrek Themed Happy Meal [6] http://www.kathysfastfoodtoys.com/McDonalds2.html [7]http://www.aboutmcdonalds.com/mcd/media_center/press_kits/McDonald_s_Shrek_Forever_After_Global_Happy_Meal.html 1B: TESCO: COMPANY OVERVIEW Tesco is the leading retail super market in UK having a mass penetration of approximately 90% with an annual turnover of more than 1 billion. Tesco is an internationally recognised brand name which is not only restricted to food and grocery items but is also extended its operation to the non-food products. [8] Official Logo of Tesco 1.1 PRODUCT RANGE Food Ranges: Milk, eggs, butter and all grocery items Non-food Ranges: Books, DVDs and Electronic products Others: Dieting clubs, flights and holidays, music downloads electricity etc. 1.2 CORE COMPETITORS The list below indicates the core competitors of Tesco in UK. All of the listed below companies are the leading supermarkets in UK and operates almost in same range of products and categories. The competition for Tesco is extremely fierce in UK as the quality of products and services offered by these supermarkets are relatively same hence it becomes difficult for anyone to send out. However, Tesco with its comparatively huge operational network has got a leading position since it has got smaller or bigger outlets in almost every other corner. The promotional techniques offered by these supermarkets is more or less the same but Tesco ensures its distinct identity by introducing smart marketing mix followed by carefully designed promotional mix. Tesco Asda Sainsbury Waitrose Morrisons 1.3 THE PROMOTIONAL MIX STRATEGY Tesco has designed an intelligent promotional mix strategy that reflects a prudent thought process behind its campaigning. Tesco has successfully managed to achieve a vital role in the routine life of every household and its progress lies in the success of its creatively devised promotional strategy. The core constituents of Tescos promotional mix are as follows: 1.3.1 DIRECT MARKETING In combination with a number of meaningful promotional tactics, Tesco is successfully following a direct marketing strategy. Once a customer is registered on their main website -and starts shopping, the company keeps on interacting with that customer via phone, emails and text messages from time to time. Emails Messages The comprehensively designed website stores the contact information of the customer and the efficient direct marketing team of the organisation keeps a track record of customers buying behaviours. Tesco sends promotional offers, necessary information, new products and special deals via personalised email addresses to the customers. Moreover, Tesco also sends out feedback forms and surveys via emails to keep updated with the continuously evolving customers needs and choices. Text Messaging This is yet another way of close interaction with the customers. Tesco keeps on sending useful information about the new offers and products via text messaging. The company ensures that the customer never misses out anything offered by them and by doing so the company also develops a certain place in the customers everyday life. 1.3.2 MEDIA CAMPAIGNING Like its core competitors, Tesco too needs to make heavy investments on media campaigning even though its market presence is humungous. The competitive environment of today doesnt allow anyone to fall short when it comes to media campaigning. Media is one of the most powerful and decisive element of the overall promotional strategy. TV Commercials To differentiate from others it is essential to highlight the key features of the organisation in the TV commercials. Tesco primarily focuses on its accessibility as its network is comparatively broader. The commercials also highlight its healthy eating and organic products. Moreover, the TV commercials are designed to offer a little extra eye-catching moments to ensure that the commercials stay in the customers minds for a longer period of time. Interactive Websites In addition to its main comprehensive website, Tesco has launched a number of other web pages including Tesco Apps, Tesco Diet, and Talking Tesco etc. The links to these web pages are also made available on the main website and the link to the main website has been kept prominent on all other web pages. 1.3.3 SALES PROMOTION Tesco is facing a cut throat market competition and therefore, it has to keep on designing innovative promotional strategies to address the consumer needs and offer them a pleasurable shopping experience at the same time. Keeping in view of the rising level of inflation and recession period, Tesco has come up with ground-breaking promotional tactics as rewarding their customers. Club Card Points By introducing the Club Card rewards point, Tesco has made shopping a lot more fun and exhilarating experience for the consumers. The reward points can be collected by shopping via the online website which can be accessed by going to its website [8]. This promotional technique attracts the customers looking for discounts and saving options. [8] Image of Tesco Club card [8] http://www.tesco.com/ Tesco Apps Tesco has launched a direct mobile website which enables its consumers to shop for groceries from absolutely anywhere on their mobile by downloading the Tesco application from the website [9]. The online shop also allows the customer to add or delete an item from the online shop accessed via the mobile. The mobile application also enables the customer to access the favourite list which makes the process much easier. This application is an innovative promotional technique which attracts the consumer base that has an extremely busy life. [9] Image of Tesco Apps 1.3.4 PUBLIC RELATIONS With its mass penetration in the consumer market, Tesco completely comprehends with the idea of consumer satisfaction which can be achieved by listening to them. It has been established that the customer sentiments drastically changes about a certain product depending upon the positive or negative image they build by experiencing the offered level of services. Believing the same, Tesco maintains close connections with its customers with the help of numerous methods. Talking Tesco The company has introduced a distinctive website named as Talking Tesco so that its customers know that their say matters and is always encouraged. The web page [10] is designed to collect the feedback from its customers along with any issues or grievances and it has been ensured that the relevant team members respond to the complaint or enquiry as soon as possible. The web page also displays a personalised email address i.e. [emailprotected] to directly contact the team and get a quick response. [9] http://www.tesco.com/apps/ [10] http://www.tesco.com/talkingtesco/ Tesco Diets Tesco believes in maintaining strong bond with its customers so that their loyalty can also be preserved. Tesco has introduced an interactive website which offers a personalised fitness programme that is designed to encourage people for healthy eating, maintaining a balanced diet and follow an exercise regime that may help in reducing weight. By registering on the website an individual can receive personalised daily workout programme and log the progress. Moreover, scrumptious recipes, tips, diet plans and interactive tools are also available on the website for free. These kinds of interactive and informative websites help the consumers to develop a positive image about the brand and thereby, develop a relationship of trust between the retailer and the consumer which eventually benefits the organisation. [11] Image of Tesco Diets [11] http://www.tescodiets.com/why-join/90078 2. Explain the role of promotion within the marketing mix for a successful promotional campaign. PROMOTION Promotion is the fourth marketing-mix element which is crucially important for a successful marketing campaign. There are a number of tactics involved in the promotional activities in order to communicate the message to the consumer base. Depending upon the nature and size of the campaign the target market is selected which could be a focus group; a particular market segment based on culture, tastes, and religious believes etc. and promotional materials are designed to influence these customers. 2.1 PROMOTIONAL TOOLS THEIR ROLES There are a number of tools which are helpful in the promotion of the products. These tools include: Advertising Advertising is a method of communicating with the end-customers and passing on a message about a particular products or services. There are several ways of advertising including print media such as press releases, newspapers, magazines, broacher, hoardings and leaflets or it could be electronic media such as radio, television or internet. The advertisements are external mass-mediated messages which do not necessarily influence the individual consumers as desired because these messages are filtered through interpersonal communication channels and the perceptual systems of the consumer before acquiring any implications however, they do influence the consumers buying behaviour (Schiffman and Kanuk 2000, pp. 129-35). The advertisements are typically designed to penetrate a larger segment of the consumers. Since the advertisements represent pictures and the information about the product therefore, it is expected to develop a certain image in the consumers minds. The TV commercials or radi o advertisements are also meant to connect with the target market. The repeated telecast of commercials and the entrance of print media in the sitting areas of every household have developed a different paradigm of marketing. With the help of advertisements the manufacturer attempts to send a clear message to its consumer. OGuinn, Allen, and Semenik define that the meaning of the advertisement is determined through a Schiffman, L. G., and Leslie L. K., 2000. Consumer Behaviour (VII ed.), Upper Saddle River, New Jersey: Prentice-Hall, Inc. subtle but powerful process of meaning construction by consumers (OGuinn, Allen, and Semenik 2003, p. 202). Sales Promotion The advertisements are intended to instigate a desire amongst the target market about a particular product as a result of which the consumer develops a need to purchase it. However, the competition is fierce today and almost every other competitor more or less uses the same tactics to attract the customers. Here comes the need for exploiting different promotional tools. The sales promotion is an effective way to manipulate the pricing strategy and gain advantage over the competitors. The cost of a product plays a vital role when it comes to the consumers decision making process. There is segment of consumers which do not necessarily look for designs, colours and quality instead they always look for discount deals. Depending upon the market density the sales promotion strategy may do wonders with a product. The markets that are rich in similar brands may not get competitive advantage but may boost sales for a limited period and on the other hands, where the markets where the positioning of brands are dissimilar, the sales promotion may aid in establishing the roots of a new brand or may even help in penetrating deep in the market. The main objective is to utilise this tool in an effective manner. The smartly designed sales promotion campaigns can help the retailers to get rid of the old or unsold stocks and make ways for new arrivals. It is important to note that the sales promotion technique might give quick results or might take a little longer to benefit however, the overall performance of the sales promotion strategy can be monitored and measured over the time. The main role of the sales promotion campaign is to attract new customers because the benefits associated with this technique are short termed and hence it is difficult to break the loyal customers. It has been estimated that the tremendous rise in the number of brands and a decrease in the efficiency of traditional advertising due to increasingly fractionated consumer markets has lead to augment the need for developing sales promotion strategies (Brierley 2002, p. 132). Public Relations The main objective of the public relations technique is to exploit the consumers sentiments in the benefit of the organization. The public relations tactics primarily involves the people OGuinn, T., Chris A. and Richard S., 2000. Advertising (II ed.), USA: Southwestern Publishing. Brierley, S., 2002. The advertising handbook, Abingdon, Oxon: Routledge. having potential impact on a companys operations to achieve its goals and objectives, which include both retailers and the customers. The idea is to maintain healthy and positive relationships with the individuals and groups of mutual interests working together for the benefit of the organization. This could be charitable event, a cultural show which is not directly related to the interests of the company but definitely portrays the social responsibilities of the organization towards the society in general. This may in return have a great impact on public sentiments which will lead to maximise sales. The organizations sponsoring the shows ensure that appropriate coverage has been given to such public events and activities thereby, highlighting the positive image of the organization through news and information media. The press conferences, contests, meetings, and other social events are all part of public relations which is intended to draw the attention of general consumers towards their products and services. It is the responsibility of the advertising agencies and the public relation specialists to foresee the possibilities of evolving goodness out of the brand image (Arvidsson 2006, p. 88). On the other hand, several irrelevant issues are also touched by the multinational organizations by supporting certain causes which eventually impacts the organizational objectives in achieving its goals. It has been observed that many corporate companies do not necessarily seek profitability out of public relations tactics however; the brand imaging culture of today evidences that public sentiments plays a vital role in the success and failure of products and services. The multinational organizations and corporate companies acknowledge the importance of public sentiments and therefore, it has been established that marketing public relations departments are essential to directly support corporate and product promotion and image management (Arvidsson 2006, p. 96). Direct Marketing It is a time consuming process which requires the collection of data about the target consumer market. The direct marketing technique is based on an in-house data base which provides sufficient information about the targeted consumers to facilitate the direct marketing teams to offer the best services possible which may suit the clients needs. A number of multinational organisations and corporate companies conduct extensive researches, polls and public surveys to collect the consumers views about certain products. The responses obtained are thus incorporated into the database and are updated from time to time. The process could be very time consuming and therefore, a number of organisations buy the mailing lists and Arvidsson, A. (2006) Brands: meaning and value in media culture, Abingdon, Oxon: Routledge. contact information of potential customers that is tailored to a precise specification. It is an effective promotional tactics which involves a number of different techniques to execute a well-designed marketing plan. Direct marketing may involve the use of emails, letters, phone calls etc to reach the targeted consumers. This method is useful in targeting a specific group of customers and sends them personalised messages which may have a distinct impact as compared to the TV commercials or regular promotional tactics. It has been observed that a segment of consumers prefers to be personally addressed as it gives them some extra importance (Levy 2003, p. 108). This technique is welcomed by a consumer base that is psychologically inclined towards introvert lifestyle. The main role of direct marketing technique is to get realistic results as the promotions are designed to target the listed customers and therefore, the response level obtained from them can give an idea of how well the c ampaign is working. Today, the competition is getting tough and the organisations seek for improved results therefore, direct marketing techniques are adopted to measure the effectiveness of the promotional campaigns and make necessary alterations where required. Personal Selling Personal selling is another tool used to devise an effective promotional campaign. It involves the employment of sales representatives in order to carry out the day to day sales activities. The personal selling technique is not very well complimented by the fast paced environment of today as the consumers are much more inclined towards the electronic sales option i.e. via internet. The personal selling option can be termed as the most expensive means of promotion, as human involvement requires certain expenses, and supplementary benefits however, a number of companies still maintain their sales force and encourage door to door selling. Personal selling is effective with the consumer base that is not very fond of following the commercials and is not capable of using internet. These customers have got the psyche of believing what they see in real. They may prefer trying a product before their final decision making process. The sales personnel are highly trained to deal with such custom ers and also taught to utilise personalised elements and techniques to convince the customers. The door-to-door selling techniques are quiet time consuming and might not get instant results for the organisations however, they seem to be effective in unapproachable client base to get the competitive advantage. Salespeople are trained to make presentations, answer objections, Levy, S., 2003. Roots of marketing and consumer research at the University of Chicago, Consumption, Markets and Culture, 6(2): 99-110. gain commitments to purchase, and manage account growth (McFall 2004, p. 63). The main goal of a sales person is to convince the customer on the spot and achieve the companys target by maximising sales activities which can also be achieved by the word of mouth if the customer is happy with the way the sales person has presented the product. The technique is all about maintaining a good reputation with the end customer where the sales person serves as a face of the company. Therefore, the sales force must be well acquainted with the product knowledge in order to satisfy the consumers enquiries related to the product. The personal selling strategy is considered to be out of fashion due to growing e-technology and web based marketing strategies however, the effect of personal interaction with the consumer can never be ignored. Combined with a correct set of promotional mix a successful marketing campaign can be designed. McFall, L., 2004. Advertising: a cultural economy, London: Sage. Explain the role of advertising agencies in the development of a successful promotional campaign the evidence that you have to produce is a fact sheet. 3. ROLE OF ADVERTISING AGENCIES IN PROMOTIONAL CAMPAIGNS The ever-increasing range and diversity of market products has given rise to plethora of brand consciousness as a result of which the significance of information, persuasion and convincing the customer has become a key feature within the consumer market. Advertising is a vital tool that provides an opportunity for the companies to connect with their target market and to escalate the marketing process, advertising agencies has been pioneered that serves as a bridge between the company and its consumer base. FACT SHEET The advertising agencies facilitates in the development of positive consumer culture. They serve as an effective mediator in between the market products and their consumers. For a successful promotional campaign, an advertising agency aims to benefit its client by maximising sales opportunities. The advertising agencies externalise marketing as a management function and create a body of specialised knowledge about markets and consumers (Wilson and Thomson (2006, p. 112). They comprehend with the clients objectives, product knowledge and the target consumer base. The advertising agencies conceptualise the overall promotional activities. The products are well understood and the process begins by constructing the image and identity of the brand. A team of professionals are involved in the process of brainstorming innovative ideas to achieve the set targets. Extensive research is conducted to study the market trends and consumer needs are identified. Depending upon the size of the budget, an advertising agency creates effective Wilson, J. and A. Thomson (2006) The making of modern management: British management in historical perspective, Oxford: Oxford University Press. promotional campaigns. Advertising agencies makes a strong effort to create and maintain the goodwill of the brands. The agencies are involved in the process of managing a trade marks augmentation to a key symbolic element of marketing strategy (Brierley 2002, p. 97). The agencies devise a marketing communication strategy for mass promotion with the aim of selling The aim is to create a direct link in between the manufacturer and end-consumer by reducing the efforts of sales activities of wholesaler and retailers (Levy 2003, p. 103). Developing a brand image that creates desire for the advertised products. Follow competitor-based approaches to market segmentation and product positioning (Cano 2003). Study the behavioural and psychic dispositions of the consumers which are heavily influenced by the brand imaging. Strategically manipulate the socially-shared symbols in order to facilitate the market penetration. They offer meaning and symbolic connotations to the marketed product which helps the consumers in decision-making process. The advertising agencies plan and design the promotional campaign in such a way that the desired information about a product shall be presented to consumers in a presentable manner (Arvidsson 2006, p. 56) Review the progress of promotional campaigning and improvise necessary alterations where required. Maintain and replenish the bond between manufacturer and the consumers. Brierley, S., 2002. The advertising handbook, Abingdon, Oxon: Routledge. Levy, S., 2003. Roots of marketing and consumer research at the University of Chicago, Consumption, Markets and Culture, 6(2): 99-110. Cano, C., 2003. The recent evolution of market segmentation concepts and thoughts primarily by marketing academics, in E. Shaw (ed.) The romance of marketing history: proceedings of the 11th Conference on Historical Analysis and Research in Marketing (CHARM). Boca Ranton, FL: AHRIM, 2003. Arvidsson, A., 2006. Brands: meaning and value in media culture, Abingdon, Oxon: Routledge. In a report explain the reasons behind the choice of media in a successful promotional campaign. 4. INTRODUCTION With the passage of time the competition in the corporate world has become increasingly fierce that has enabled the marketing sector to grow. Marketing can be done by a number of ways depending upon several associated factors however; the role of media in every form is an essential element of the marketing world. The rising trend of e-connectivity and social networking practices has made it obligatory for the organisations to incorporate

Accounting :: Accounting Finances Money Essays

Accounting On September 28, 1998, Chairman of the U.S. Securities and Exchange Commission Arthur Levitt sounded the call to arms in the financial community. Levitt asked for, "immediate and coordinated action†¦ to assure credibility and transparency" of financial reporting. Levitt’s speech emphasized the importance of clear financial reporting to those gathered at New York University. Reporting which has bowed to the pressures and tricks of earnings management. Levitt specifically addresses five of the most popular tricks used by firms to smooth earnings. Secondly, Levitt outlines an eight part action plan to recover the integrity of financial reporting in the U.S. market place. What are the basic objectives of financial reporting? Generally accepted accounting principles provide information that identifies, measures, and communicates financial information about economic entities to reasonably knowledgeable users. Information that is a source of decision making for a wide array of users, most importantly, by investors and creditors. Investors and creditors who are responsible for effective allocation of capital in our economy. If financial reporting becomes obscure and indecipherable, society loses the benefits of effective capital allocation. Nothing illustrates the importance of transparent information better than the pre-1930’s era of anything goes accounting. An era that left a chasm of misinformation in the market. A chasm that was a contributing factor to the market collapse of 1929 and the years of economic depression. An entire society suffered the repercussions of misinformation. Families, and retirees depend on the credibility of financial reporting for their futures and livelihoods. Levitt describes financial reporting as, a bond between the company and the investor which if damaged can have disastrous, long-lasting consequences. Once again, the bond is being tested. Tested by a financial community fixated on consensus earnings estimates. Th e pressure to achieve consensus estimates has never been so intense. The market demands consistency and punishes those who come up short. Eric Benhamou, former CEO of 3COM Corporation, learned this hard lesson over a few short weeks in 1996. Benhamou and shareholders lost $7 billion in market value when 3COM failed to achieve expectations. The pressures are a tangled web of expectations, and conflicts of interest which Levitt describes as "almost self-perpetuating." With pressures mounting, the answer from U.S. managers has been earnings management with a mix of managed expectations. March of 1997 Fortune magazine reported that for an unprecedented sixteen consecutive quarters, more S&P 500 companies have beat the consensus earnings estimate than missed them.

Less Is More

LESS IS BORE. INTRODUCTION HOW CAN ONE DESCRIBE AND ANALYSE AN ARTISTIC MOMENT WHILE IT IS GOING ON? SO IN CASE OF POSTMODERNISM, HISTORY OFFERS NO INSIGHT AS TO THE SCOPE OF THE MOMENT BECAUSE WE ARE IN IT’S MIDST. EXPLANATION â€Å"I NEVER KNEW ANYBODY . . . WHO FOUND LIFE SIMPLE. I THINK A LIFE OR A TIME LOOKS SIMPLE WHEN YOU LEAVE OUT THE DETAILS. † SAME WAS THE THINKING OF ROBERT CHARLES VENTURI WHEN HE TOSSED HIS FAMOUS QUOTE ‘’LESS IS BORE’’, WHICH PAVED THE WAY FOR POSTMODERNISM IN THIS MODERN WORLD.ACCORDING TO THE CONCEPT ‘’LESS IS BORE’’ IT DEFINES THAT POSTMODERNISM IS SO ELUSIVE BECAUSE IT IS A SET OF COMPLEX CONCEPTS AND ABSTRACT PREMISES, NOT ONE CENTRAL IDEA. IT IS ONE OF THE HARDEST PHILOSOPHICAL AND ARTISTIC MOVEMENTS TO DEFINE; HOWEVER, ITS MUCH FORM CAN BE FOUND IN VISUAL ART, LITERATURE AND ARCHITECTURE. THIS CONCEPT ADVOCATES EMBRASING â€Å"CONTRADICTION AND COMPLEXITY’’ IN ORDER TO CREATE VALID AND VITAL WORKS. ITS ARGUES ARCHITECTS TO LEAVE THE TENETS OF TRADITIONAL MODERNISM BEHIND IN PURSUIT OF â€Å"TRUTH IN ITS TOTALITY’’.THIS MEANS THAT POSTMODERNISM IS A COMPLEX SET OF TRUE NATURE OF ARCHITECTURE AND IT IS MORE REAL THAN OVERLY PLANNED, HYPPER-LOGICAL MODERNIST CONSTRUCTIONS. POSTMODERNISM BEGAN AS AN INTERNATIONAL STYLE IN AROUND 1950’S AND CONTINUES TO INFLUENCE ARCHITECTURE TILL THIS DAY. POSTMODERNITY IN ARCHITECTURE IS SAID TO BE HERALDED BY THE RETURN OF â€Å"WIT, ORNAMENT AND REFERANCE† TO THE ARCHITECTYRE IN RESPONCSE TO THE FORMULATION OF INTERNATIONAL STYLE OF MODERNISM.WITH THE START OF POSTMODERNISM THE FUNCTIONAL AND FORMALIZED SHAPES AND SPACES OF THE MODERIST STYLE ARE REPLACED BY DIVERSE AESTHETICS AND NEW WAYS OF VIEWING FAMILIAR STYLE AND SPACES AROUND. THE MODERNISM IS ROTTED IN MINIMAL AND TRUE USE OF MATERIAL BUT WE FIND A WHOLE ABSENCE OF ORNAMENTATION. BUT IN CASE OF POSTMODERNISM, THERE IS A STRO NG REJECTION OF STRICT RULES SET BY THE EARLY MODERNISTS AND THERE IS A PURSUIT OF SEEKING MEANING AND EXPRESSION IN THE USE OF BUILDING TECHNIQUES, FORM AND STYLISTIC REFRENCES.WHY ACCORDING TO ROBERT CHARLES VENTURI â€Å"LESS IS BORE† â€Å"THE IDEAL ART, THE NOBLEST OF ART COULD ONLY BE DONE BY WORKING WITH THE COMPLEXITIES OF LIFE, REFUSING TO SIMPLIFY, TO â€Å"OVERCOME† DOUBT. † EVERY WHERE EXCEPT IN ARCHITECTURE, COMPLEXITTY AND CONTRADICTION HAS BEEN ACKNOWLEDGED, FROM GODEL’S PROFF OF ULTIMATE INCONSISTENCY IN MATHEMATICS TO ELIOT’S ANALYSIS OF DIFFICULT POETRY TILL JOSEPH ALBER’S DEFINATION OF THE PARADOXICAL QUALITY OF PAINTING. BUT LUCKLY VENTURI’S INFLUENCE SHOWS UP THE EMERGENCE OF WHOLLY NEW SITUATION IN ARCHITECTURE.HIS CONTRIBUTION TO THE ARCHITECTURE CAME IN SUCH A TIME WHEN MODERNIST ARCHITECTS HAD ERRONEOUSLY ASSUMED THAT THEIR WORK WOULD EVENTULLY TAKE PLACE AS A CONGENIAL NEIGHBOR TO THE OTHER HISTORICAL STYLES. BUT VENTURIE’S AWARNESS TOWARDS THE VERSION OF CLASSICAL ELEMENTS OF DESIGN HELPED HIM TO INTRODUCE THE WORLD WITH â€Å"LESS IS BORE† CONCEPT. HE HAS MADE A SPECIAL ATTEMPT TO RELATE ARCHITECTURE TO OTHER THINGS, AND ALSO HE HAS SET A RELATION BETWEEN COMPLEXITY AND CONTRADICTION IN ARCHITECTURE. SO, THE POSTMODERNISM WELCOMES THE PROBLEMS AND EXPLOIT THE UNCERTAINTIES.IT EMBRACES CONTRADICTIONS AS WELL AS COMPLEXITY AND AIM FOR VITALITY AS WELL AS VALIDITY. WHILE MODERNISM REJECTS DEVINE MEANING, THE BEAUTY OF NATURE AND THE FOCUS ON THE HUMAN BODY, POSTMODERNISM WISHES TO BRING TO FRUIT IDEAS OF ENLIGHTMENT THAT MODERNISM REJECTS. MODERNISM HOLDS THAT WHAT IS IMPORTANT IS THE IDEA OR OBJECT A WORD REPRESENTS, POSTMODERNISM HOLDS THAT WHAT IS IMPORTANT IS THE ACTUAL WORD ITSELF. ART CAN BE SATISFACTORILY DESCRIBED ONLY WHEN IT IS UNDERSTOOD NOT TO FULFILL THE EXPECTATIONS WHICH IT AROUSES.SO WE MUST UNDERSTOOD THE NATURE OF ART, IT IS NECESSARY TO BEFORE FURTHER ANA LYZING COMPLEXITY AND CONTRADICTION IN ARCHITECTURE. ARCHITECTURE CANNOT BE UNDERSTOOD AS ART UNTIL ART HAS BEEN UNDERSTOOD IN GENERAL. A MAJOR PROBLEM IN ART HAS BEEN A SUPPOSEDLY NECESSARY RELATIONSHIP BETWEEN THE WORK OF ART AND THE EXPERIENCE OF ART. LOOKING AT GRAPHIC DESIGN, THERE ARE NO â€Å"LAWS,† BUT THERE ARE CERTAIN IDEAS ABOUT SYSTEMS, RULES AND FORM. HOWEVER, IT SEEMS THAT MANY OF VENTURI'S PRINCIPLES WORK EFFECTIVELY IN A GRAPHIC DESIGN CONTEXT: VARIETY, INCLUSION, AND TENSION ARE ALL KEY COMPONENTS TO SUCCESSFUL AND COMPELLING WORKS.WHILE GRAPHIC DESIGN PROJECTS GENERALLY HAVE A MUCH SHORTER LIFE SPAN THAN ARCHITECTURAL WORKS, IT IS INTERESTING TO CONSIDER THE GRAPHIC LANDSCAPE IN REFERENCE TO THE CITY LANDSCAPE. AS VENTURI DISCUSSED THESE IDEAS IN RELATION TO BOTH THE SINGULAR BUILDING AND THE DYNAMIC, LIVING CITY, WE CAN ALSO THINK ABOUT OUR DESIGN WORK AS INDIVIDUAL ENTITIES AS WELL AS PARTS OF A WHOLE BY CONSIDERING HOW THEY FIT IN WITH BOTH CONTEMPORARY A ND HISTORIC EXAMPLES OF GRAPHIC DESIGN.CERTAINLY HIS IDEA OF REPURPOSING HISTORICAL OR TRADITIONAL ELEMENTS ALSO APPLIES TO ARCHITECTURAL DESIGN—POSTMODERNISM WOULD NOT EXIST WITHOUT THIS CONCEPT. LETS US TAKE THE EXAMPLE OF RESIDENCE IN CHESTNUT HILL, PA. , VENTURI AND RAUCH, 1962. THIS BUILDING RECOGNIZES COMPLEXITIES AND CONTRADICTIONS: IT IS BOTH COMPLEX AND SIMPLE, OPEN AND CLOSED, BIG AND LITTLE; SOME OF ITS ELEMENTS ARE GOOD ON ONE LEVEL AND BAD ON ANOTHER; ITS ORDER ACCOMMODATES THE GENERIC ELEMENTS OF THE HOUSE IN GENERAL, AND THE CIRCUMSTANTIAL ELEMENTS OF A HOUSE IN PARTICULAR.IT ACHIEVES THE DIFFICULT UNITY OF A MEDIUM NUMBER OF DIVERSE PARTS RATHER THAN THE EASY UNITY OF FEW OR MANY MOTIVAL PARTS. THE INSIDE SPACES, AS REPRESENTED IN PLAN AND SECTION, ARE COMPLEX AND DISTORTED IN THEIR SHAPES AND INTERRELATIONSHIPS. THEY CORRESPOND TO THE COMPLEXITIES INHERENT IN THE DOMESTIC PROGRAM AS WELL AS TO SOME WHIMSIES NOT INAPPROPRIATE TO AN INDIVIDUAL HOUSE. ON THE OTH ER HAND, THE OUTSIDE FORM–AS REPRESENTED BY THE PARAPETED WALL AND THE GABLE ROOF WHICH ENCLOSE THESE COMPLEXITIES AND DISTORTIONS IS SIMPLE AND CONSISTENT: IT REPRESENTS THIS HOUSE'S PUBLIC SCALE.THE FRONT, IN ITS CONVENTIONAL COMBINATIONS OF DOOR, WINDOWS, CHIMNEY AND GABLE, CREATES AN ALMOST SYMBOLIC IMAGE OF A HOUSE. SO, WE ALL MUST KNOW THAT POSTMODERNISM IS AN ART OF CREATING THE â€Å"ANOMALIES AND UNCERTAINTIES† THAT â€Å"GIVE VALIDITY TO ARCHITECTURE,† THE ARCHITECTURE MUST BE REACTING AGAINST SOMETHING. SO WHILE â€Å"THERE ARE NO FIXED LAWS,† ARCHITECTURE BENEFITS FROM SOME SENSE OF ORDER OR A SYSTEM SO THAT IT CAN REACT. BECAUSE SYSTEMS CANNOT ACCOMMODATE EVER CIRCUMSTANCE, ARCHITECTURE SHOULD STRIVE TO DEFY ORDER AND THE ALTERING OR BREAKING OF ORDER ENHANCES THE DEEPER MEANINGS OF THE ARCHITECTURE. Less Is More Less Is More Some say that short stories are pointless, who could possibly write a story in just 55 words and it make sense? Well it has been done and it works quite well! It takes an author of great skill to be able to put so much information into such a small piece of writing, to be able to fit in all the necessities. These authors have their own genre of writing. Some of these amazing authors include Lydia Davis, Margaret Atwood, and Terry L. Tilton. These are just a few of the outstanding brains behind some of the best short stories ever written.Not only do these authors use the lack of words in such a way to make the reader more involved in the outcome of the story, they also use fewer words to be more dramatic, and to leave you with questions. In the short story â€Å"That Settles Thatâ€Å", Terry L. Tilton uses 55 words to complete an entire story. Here it is, Tom was a handsome, fun-loving young man, albeit a bit drunk when he got into the argument with Sam, his roommate o f just two months. ‘You can’t. You can not write a short story in just 55 words, you idiot? ’ Sam shot him dead on the spot. Oh yes you can,’ Sam said, smiling. This story is outstanding! It shows how much can be said in just a few words and leaves so many blanks for the reader to fill in. Some may look at this as being lazy, to leave so much for the reader to figure out on their own, however, for someone to conduct a story in 55 words that make sense, that is total genus! These authors that create these masterpieces know that a lot of readers prefer to be more active as they read. They like to read between the lines, look underneath the text. Feature Article – Short Story  The Plane of the Sleeping BeautyThese readers are very common and the authors know this, they know that their target audience are those who feel as if they are included in the writing process, that they get to decide what people look like and what they wear. They like to have the ability to make these decisions based upon the surrounding text, the information that the author does give. Stories like this one, give the reader the chance to work their brains, not just read the plain text for face value. This is a huge reason that short stories are important, they let active readers give their brain the work out it needs! Happy Endings† by Margaret Atwood is very dramatic. This short story is all about different ways to write a happy ending, although these ways involve extraneous situations involving lives that do not end happily, and in the end, no matter what, the main characters end up dying. A short story has to be more dramatic, more thi ngs need to happen in a short amount of time so the reader doesn’t get all the extra information. Think about it as if it is a Thanksgiving dinner, you don’t get all the stuffing and mashed potatoes, just the turkey, that’s all you have time for!These writers know that they only have a short amount of space to write in everything that they need so they want the big meaty pieces in there so it makes a huge impact! Lydia Davis beautifully wrote â€Å"Letter to a Funeral Parlorâ€Å". This short story is a letter that someone composed about their father passing away and the funeral parlor using the word â€Å"Cremains† to describe him. Lyndia Davis says, â€Å"Then we were sitting there in our chairs in the living room trying not to weep in front of your representative who†¦ referred to [my father] as ‘the cremains’†.This shows Davis’ ability to pull at the readers heart strings and make a point. This is a wonderfully writte n piece and it does exactly what a short story should do! Not only does it use a lack of words to have the readers fill in the blanks themselves but she also writes in a dramatic way. She is very to the point. She also does the final thing that is conveyed within short stories, she leaves you with questions. This is an amazing thing to do, as it leaves the readers wondering. Sometimes there are sequels to short stories and other times it is just another way to get the reader more involved.This give the reader another chance to fill in the blanks. Like in the Letter to a Funeral Parlor, it does not speak of how the father dies, nor does it talk about where they are from or what the people look like. These are all questions the author leaves the readers with, to think about. Readers enjoy reading short stories because they are something different from novels. Some people don’t want to have a book that takes a week or longer to read, some people don’t have attention spans that will last through an entire book.Those people want something they can read in 30 seconds or a half hour depending on if it’s a short short or not. Just because someone is a reader who prefers to read something short does not make then any worse or a reader that someone who likes 1000 page novels. It is all in the preference of the reader. Reading a short story is a good idea for readers because it gives you more options of reading. They are there for the readers who like to figure things out on their own. Short stories are amazing to read.They always leave you with something to think about. These essays are difficult to construct because of the amount of information that needs to be in such a small piece of writing. That is why the authors that do create these pieces of work are to be applauded because not everyone can do it. In a short story the author lets the reader be an active reader, filling in all the extra blanks and details. Short story authors also use fewer w ords to be dramatic. The less space you have to write, the fewer useless details and things that you will have.Therefore, the whole content is the important meat. This makes it so that the points are not drawn out, it creates a more climactic piece of work. These authors also leave their readers with questions. This creates the ability to keep the readers intrigued. Short story authors are amazing at what they do, someone like Terry L. Tilton, who has the ability to write a story in 55 words, should be commended or what they do. Works Cited Meyer, Michael, ed. The Bedford Introduction to Literature. 9th ed. Boston: St Martins, 2008. Print. Works Cited Knight

Mitch Snyder

Mitch Snyder (1943-1990) is known mostly for his work advocating for the rights of homeless people and specifically as a leader of the Community For Creative Non-Violence (CCNV). CCNV began in the early 1970s as an anti-war group and evolved into an organization that provides food, clothing, shelter, and educational programs for the poor and homeless. Towards his goal of improving the lives of homeless people, Snyder employed non-violent confrontational protest tactics aimed at shocking the public and drawing media attention to this cause. These protest tactics included building occupation, construction of a tent city in Lafayette Park, vandalism, and hunger strikes. During his time in prison, Snyder converted to Christianity and fully embrace a radical Catholic form of social protest. Snyder served two years in federal prison, 1970-1972, for violating the Dyer Act. While in prison at the Danbury Correctional facility in Danbury Connecticut, he met the radical anti-war Catholic Priest Daniel Berrigan and like Berrigan, Snyder became an outspoken critic of the Vietnam War and the treatment of prisoners in federal correctional facilities. His protest methods included prisoner work strikes and hunger strikes. The political and spiritual conversion he experienced in prison shaped his life. Upon being released in 1973 Snyder came home to rejoin his family. Less than one year later he left his family again and joined the Community for Creative Non Violence (CCNV) in Washington, D. C. CCNV was at that time operating a medical clinic, a pretrial house, a soup kitchen, a thrift store and a halfway house. CCNV came out of a discussion group about the Vietnam War at George Washington University. CCNV was also very active in non-violent direct action in opposition to the Vietnam War. Snyder became the driving force of CCNV but worked with many deeply committed people including his life and professional partner, Carol Fennelly; Mary Ellen Hombs, with whom he co authored Homelessness in America: A Forced March to Nowhere; and Ed and Kathleen Guinan. Snyder dedicated himself to awakening the national conscience and challenging the political system. Starting in the late 1970s, he had begun organizing demonstrations designed to call attention to the unmet needs of homeless men and women in the streets of the nation's capital, often leeping on steam-heat exhaust grates located near federal buildings. Headline-grabbing protests that Snyder sparked — as a leader of a onetime anti-Vietnam War organization, the Community for Creative Nonviolence — included a December 1978 takeover of the National Visitors Center, near Union Station, by homeless people. The action forced t he city to provide more shelter space. In November 1981 — three months after the New York settlement — Snyder led a group of about 150 activists and homeless people in building and occupying a tent camp they called â€Å"Reaganville† in Lafayette Park, across from the White House. In naming the camp after President Reagan, the activists were trying to evoke the Great Depression, when the jobless and homeless built camps they called â€Å"Hoovervilles,† after President Herbert Hoover. The next year, Philadelphia enacted an ordinance that also guaranteed the right to shelter, and in 1984 Washington finally acted. Partly in response to Snyder's and other protests, Washington voters in 1984 passed the nation's first referendum measure guaranteeing â€Å"adequate overnight shelter† to homeless people — a statutory equivalent of the New York legal agreement. He and CCNV pushed and prodded the District of Columbia, the local churches and temples and mosques, as well as the federal government to open space at night for homeless people, and worked to staff the space that was made available. Through demonstrations, public funerals for people who had frozen to death on DC streets, breaking into public buildings, and fasting, CCNV forced the creation of shelters in Washington and made homelessness a national and international issue. In the 1980s Snyder, Fennelly, and other CCNV activists entered and occupied an abandoned federal building at 425 2nd Street N. W. now Mitch Snyder Place) and housed hundreds overnight while demanding that the government renovate the building. Under intense pressure, the Reagan administration agreed to lease the Federal property to CCNV for $1 a year. Later the Federal government transferred the property to DC. It remains the largest shelter in Washington to this day. Snyder fasted twice to force the Reagan adminis tration to renovate the building. The first fast ended on the eve of Reagan's second election when Reagan promised to execute necessary repairs. Reagan failed to follow through on this promise, and litigation ensued. An Oscar-nominated documentary, Promises to Keep, narrated by Martin Sheen, follows that story and tells why a second fast was conducted. Sheen also played Mitch Snyder in the made-for-TV movie, Samaritan: The Mitch Snyder Story. Angered that Holy Trinity Parish in Georgetown planned an expensive renovation of that historic church, and maintaining that the money involved should be given instead to the poor, Snyder stood in the middle of the congregation throughout the Sunday Mass for many weeks as a protest, while other congregants knelt or sat during the service as was customary.