Friday, September 6, 2019
Examining Globalization and Imperialism’s Parallelism Essay Example for Free
Examining Globalization and Imperialism’s Parallelism Essay Introduction            Globalization cannot be merely described as a one-time event. Neither can it be defined as a pure passing fad nor a made-up term invented by various economic experts. Globalization is a social experience that has been predicted and expected to occur at the turn of the century. In recent years, it can be observed that not a single day pass by wherein globalization’s direct effects and impacts are not felt. According to Mishkin (2006), the plain and simple act of consuming foreign goods is already reflective of globalization’s power and influence. Globalization’s massive scope and reach further increase with the aid of highly modernized and sophisticated technological materials that are very much capable of breaking the barriers of space and time. Apparently, the global village that was once espoused by the renowned technological determinist, Marshall McLuhan is fast becoming a reality (Garson, 2006). Individuals, regardless of their age, culture, race and social class become connected in this seemingly borderless society.            But while a borderless society may seem to be beneficial to the growth of commerce and trade, geography’s untimely death (Murray, 2006) is clouded with doubts and animosity. Globalization thus presents a double-edged sword wherein its consequences can be either beneficial or detrimental (Collier, 2007). While globalization may actually trigger the rise of different emerging markets, which, in turn would lead to an increase of employment opportunities and product creationâ€â€these scenarios are perceived by globalization critics and detractors as yet another way of widening the economic gap between the rich and the poor. The destruction of geographical parameters enables transnational corporations to easily penetrate poverty-stricken communities with promises of wealth and prosperity. However, on a deeper contextualization of the matter, the luxury and abundance are no less than myths. Realistically speaking, globalization articulates the needs and demands of a capitalistic system that blatantly thrive on exploitation and cheap labor.            Globalization’s seemingly capitalistic nature as well as its wide scope and reach are some of the reasons behind its close association to imperialism. Going back to historical discourses it can be seen that imperialism began in an era wherein land explorations and discoveries were rampant. However, it is also important to note that imperialism in the earlier days was not merely concerned on unraveling new domains and territories. Along with it was the aim to conquer and rule over newly discovered lands and communities, which in turn resulted to territorial disputes and conflicts between Spain and Portugal. The success of each and every exploration equates to having greater chances or possibilities for geographical and economic expansion. The kingdom with the most number of colonies can readily utilized the latter’s natural resources and labor forces. Natives are subject to harsh working conditions in order to feed the colonizers’ economy.            Under these circumstances, indeed, the overt parallelism between globalization and imperialism is very much manifested. Globalization is imperialism redefined. Globalization is imperialism that operates and expands at a faster pace primarily because it is highly supported by sophisticated technology and communication channels (Janssens, 2004). Empires are continuously established by ruling parties. This is despite of Negri and Hardt’s assertion that Empires are different from conventional imperialism wherein the latter needs to distinguish a concrete spatial scope and range, while Empires are basically â€Å"decentralized and deterritorialized (Held McGrew, 2007).†Based from a critical perspective, the ideological connotations and underpinnings of globalization, imperialism and Empires of Hardt and Negri are all the same, except for the tools used for expansion and the degree or speed wherein expansion materializes. Cultural Imperialism            As globalization or imperialism for that matter, continues to disguise as a worldwide economic approach that seeks growth and development among participating nations, another dilemma occurs. This is something that goes beyond the unequal distribution of wealth and massive exploitation of the workers. As the rally for economic prosperity goes on, globalization has also permeated the cultural boundaries and slowly transformed as an impending threat to timeless beliefs, customs and traditions. Ancient practices that have been long kept and preserved by various indigenous groups are slowly eradicated and given derogatory treatments for such are viewed as no longer applicable or valuable within the context of highly modernized and digital world. This unfortunate situation thus places marginalized groups into very uncompromising situations. Indigenous groups are further pushed into the periphery. The so-called â€Å"globalization of culture (Inda Rosaldo, 2008),†which, ideally, should promote convergence and connectedness is no less than a strong manifestation of cultural imperialism.            There are three aspects that highly characterize or define the mechanisms of cultural imperialism (Hesmondhalgh, 2002). First, there is an apparent overflow of â€Å"cultural products†that are mostly derived from the West (Hesmondhalgh, 2002). These â€Å"cultural products,†are consistently enforced or spoon-fed to other cultures (Hesmondhalgh, 2002). Since cultural products are widely disseminated and seemingly forced into non-western communities, cultural imperialism thus opens the possibility of cultural homogenization (Hesmondhalgh, 2002). Lastly, the outcomes or consequences of cultural imperialism result to the death of indigenous cultures (Hersmondhalgh, 2002). Given this situation at hand, Sztompka (1993) expressed that cultural imperialism is most likely to affect or influence indigenous groups situated in communities that have had their own share of their colonial experience.            While this discussion sees the importance of sharing the practices of indigenous groups for the sake of awareness and preservation, these aspects become endangered as globalization enters into the limelight. The aim for awareness transforms into close-minded stereotypical views and preservation turns into total eradication. Death of the native tongue            Golding and Harris (1997) discussed that imperialism greatly impacts the use of language. In as far as globalization and imperialism is concerned, the massive utilization of the English language cannot be merely attributed to the fact that it is the so-called â€Å"international lingua franca (Thomason, 2007). Rather, on a closer look, it is an overt manifestation of western dominance and hegemony that readily jeopardizes language multiplicity (Tomlinson, 1999). Held (2000) shared that much of the valuable in formation is written in English. Likewise, such has been the primary medium for instruction in the academe and is very much employed in business communication. In as far as ethnic minorities are concerned, globalization’s emphasis on modernity and connectedness forces the former to learn and use the language (English) to ensure and maintain their â€Å"global competitiveness.†Although appropriations have been made by local or non-western cultures, such as â€Å"Spanglish (Spanish and English) or Hinglish (Hindi and English) (Christensen Levinson, 2003), for example, appropriations seem to miss the larger picture. Appropriations can be viewed as a direct insult to other languages, for it implies the inability of non-western languages to ascertain competitive advantage not unless they operate under the shadows of the English language. Since many individuals utilize English, minority groups are further marginalized. Its small size cannot possibly go against the majority. Take for example the case Native Americans, the Navajos, which are surprisingly alienated in their own domains primarily because there language orientation differs from the large number of the populace (Baker, 2001). The incorporation of English in Malawi’s curricula also created adverse effects in one of ethnic groups, Lomwe, wherein, the number of its native speaker has experienced a considerable decline (Kaplan Baldauf, 1999). Obviously, such situations do not only exemplify language dominance. More than anything else, such readily projects cultural homogenizationâ€â€one of the most important determinants of cultural imperialism and / or globalization. Cultural homogenization encourages the rise of a global culture wherein issues of race and ethnicity are no longer deemed important. Consequently in order for a global culture to materialize, there is a strong need for participating entities to converge and interact via a common languageâ€â€which in reality, does not really upholds equality but a plain and pure reiteration of western interests. Global Americanization On the other hand, globalization is also perceived by experts as the seemingly tyrannical assertion of Westernâ€â€or to be more exact, American culture (Horton Patapan, 2004). This occurs as cultural products in the form of art, music, film, lifestyle etc. continues to infiltrate different communities (Pearson Simpson, 2004). Although cultural sharing and transmission are very common, the problem with this set-up is that it tacitly imposes the American way of life and perspective, with a total disregard to ethnic roots and practices. This process is described by Pearson and Simpson (2004) as â€Å"Americanization.†Americanization further threatens non-western cultures primarily because it is aided by mass media. The diffusion of values, customs and beliefs rapidly occurs. Basically, Americanization greatly affects and influences the ideological stance of indigenous groups as they are constantly bombarded by images that promote and uphold the grandiosity of the American life. The frequent exposure of natives to western thoughts and ideas can readily affect their views regarding the practices of their respective ethnic groups. As the agenda-setting theory purports, mass media is very much capable of shaping ones views and impose which topics should be deemed important or not (Woodward, 2007). Mass media, under the context of Americanization also operates as a tool for biased and stereotype representations of other cultures. Hollywood for example, is known for its seemingly impartial portrayal of Asians. More often than not, individuals with Asian descents, or to be more specificâ€â€Chinese are often presented as villains in many films (Benshoff Griffin, 2004). Likewise, Hollywood has also managed to dominate the movie industry of other countries, thus bringing death to local films. Compared to India’s Bollywood, it can be seen that in terms of the number of movies produced, the former readily outnumbers Hollywood (Wasko, 2003). However, since Hollywood has already established itself as the epitome of high quality films, this basically contributes to the decreasing appeal of Indian-made or Asian-made films. In addition to that, the seemingly negative notions attributed to Asians have readily prevented individuals from patronizing not only Bollywood, but also films which are outside the Hollywood enclave. The above-mentioned situation readily impacts the perception of Asians regarding the value and importance of their historical roots. This is most especially true as for the case of individuals whose parents have different ethnic origins. Affected parties are trapped in a situation wherein they have to choose and decide which culture is more superior and which cultural practices should be readily exercised. The matter becomes even more complicated as Americanization leads to intense consumerism of Western products which delimits the role played by local producers. According to Lockard (1998), consumerism is the result of the overlapping segments of both economic and cultural imperialism. Economically speaking, transnational companies Andersen and Gray (2008) implied that commodities such as food and dresses can alter the individual’s attitudes and orientations. Take for example, the case of fast food chains that have emerged in non-Western countries, which, in return, gave birth to a fast-food culture that readily upholds the notion that western products represent progress and modernity (Allen, Albala Nestle, 2007). The corresponding effect of this is that fast-food culture has transformed the ways wherein food is served and prepared. Those that do not adhere to the practices of fast-food culture are immediately dismissed as way too traditional (Allen, Albala Nestle, 2007). Allen, Albala and Neslte (2007) mentioned that such scenario has readily taken the attention of concerned parties from China, Mexico and even a progressive country such as France. The noise created by the growing fast-food culture expresses high tendencies of devouring not only the local practices of non-western communities, but also the survival of local individuals that rely on such industry. In the meantime, the apparent decline of musical traditions and oral lore in the Igorot (a Philippine tribe) also signifies the adverse effects of consumerism. According to Reyes (cited in Craig and King, 2002), the introduction of radio in the early 70s exposed the youth western popular music that they can enjoy on a daily basis via purchasing the cassette tapes of their favorite western artists. This situation prevented many Igorots, most especially, the younger generation from taking some time to produce songs, most especially during memorable or special events (Reyes cited in Craig King, 2002). Since youngsters are bombarded with pre-packaged music, they no longer need to exert extra effort in song making for all they have to do is purchase a copy of their favorite artists and push the play button. The problem with the consumerist approach of Americanization is that it forces indigenous cultures to believe that they actually need the cultural products that are being offered to them. Americanization tends to create false needs in order to serve the western interest. Since Conclusion            Indeed, undoubtedly globalization and imperialism are the same. It subdues both the economic and cultural aspects of indigenous and non-western cultures by using the idea of progress and modernity as a disguise or as a defense. With the availability of sophisticated technology, globalization or imperialism spread much faster thus bringing death to historical practices and customs. Globalization or imperialism also results to identity problems and further marginalization of ethnic groups. The consumer-driven approach have totally bastardized and transformed the cultural expression of indigenous groups into mere commodities that readily lack the artistry and intricacies of traditional works via standardization. References Allen, G; Albala, K. and Nestle, M. (2007). The Business of Food. Westport, CT: Greenwood Publishing Inc. Andersen, R. and Gray, J. (2008). Battleground: The Media. Westport, CT: Greenwood Publishing Inc. Baker, C. (2001). Foundations of Bilingual Education and Bilingualism. Clevedon: Multilingual Matters Ltd. Benshoff, H. and Griffin, S (2004). America on Film: Representing Race, Class, Gender and Sexuality at the Movies. Malden, USA: Blackwell Publishing Christensen, D. and Levinson, D.  (Eds). (2003). Encyclopedia of Community. California: Sage Publications Inc. Collier, P. (2007). The Bottom Billion. New York: Oxford University Press Inc. Garson, G. (2006). Public Information Technology and E-governance. Canada: Jones and         Bartlett Publishers Golding, P. and Harris, P. (1997). Beyond Cultural Imperialism Held, D. and McGrew A. (2007). Globalization/ Anti-Globalization: Beyond the Great Divide. Cambridge: Polity Press Hersmondhalgh, D. (2002). The Cultural Industries. London: Sage Publications Ltd. Horton, K. and Patapan, H. (2004). Globalisation and Equality. London: Routledge Inda, J. and Rosaldo, R. (2008). The Anthropology of Globalization. Malden, MA: Blackwell    Publishing Ltd. Janssens, R. 2004. Of Mice and Men: American Imperialism and American Studies. Netherlands:            Amsterdam University Press Kaplan, R. and Baldouf, R. (1999). Language Planning in Malawi, Mozambique and the Philippines. Clevedon: Multilingual Matters Ltd. Lockard, C. (1998). Dance of Life. USA: University of Hawaii Press Mishkin, F. (2006). The Next Great Globalization. New Jersey: Princeton University Press Murray, W. (2006). Geographies of Globalization. New York: Routledge Pearson, R. and Simpson, P. (2001). Critical Dictionary of Film, Television and Theory. London: Routledge Reyes, M. (2002). Under Attack: Mass Media Technology and Indigenous Musical Practices in the Philippines. In T. Craig, R. King, (Eds.). Global goes Local: Popular Culture in Asia (pp. 40-56). Hong Kong: Hong Kong University Press. Sztompka, P. (1993). The Sociology of Social Change. Oxford: Blackwell Publishers Thomason, S. (2001). Language Contact: An Introduction. Edinburgh: Edinburgh University Press Tomlinson, J. (1999). Globalization and Culture. Chicago: University of Chicago Press Wasko, J. (2003). How Hollywood Works. London: Sage Publications Ltd Woodward, G. (2007). Center Stage. Maryland: Rowman Littlefield Publishers Inc.
Types of damages Essay Example for Free
Types of damages Essay According to the S. 74 damages which is the cash compensation by a court or another’s fault or negligence in suffering, the rules for damages can and frequently do vary based on the type of claim which is presented. There are many types of damages. Special damages are those which actually were caused by the injury and include medical and hospital bills, ambulance charges, loss of wages, property repair or replacement costs, or loss of money due on a contract. There are presumed to be a result of the other partys actions is general damages, but are subjective both in nature and determination of value of damages. These damages include distress, future problems of our life and crippling effect of an injury, loss of ability to perform various acts, shortening of life span, mental anguish, loss of companionship, loss of reputation, humiliation from scars, loss of anticipated business and other harm. The third damage is exemplary damages which combines punishment and the setting of public example. Punitive damages may be awarded when the defendant acted in a malicious, violent, oppressive, fraudulent, wanton, or grossly reckless way in causing the special and general damages to the plaintiff. On occasion punitive damages can be greater than the actual damages. Although the innocent asked for compensation, they are seldom awarded. Nominal damages are those given when the actual harm is minor and an award is warranted under the circumstances. For example, the most famous case was when Winston Churchill was awarded a shilling against author Louis Adamic who had written that the British Prime Minister had been drunk at a dinner at the White House. Liquidated damages are those pre-set by the parties in a contract to be awarded in case one party defaults as in breach of contract. This is similar to the measure of damages payable under common law as established in the case of Hadley v Baxendale (1854). In Tham Cheow Toh1, the appellant sold a metal melting furnace to the respondent. The appellants undertaking to the respondent that the melting furnace would have a temperature of no lower than 2,600 degrees F was not satisfied. The respondent alleged that the appellant had breached the contract and claimed damages of RM29,301. 38. The trial judge held that the melting furnace did not meet with the specifications thereby constituting a breach of the condition of the contract. A sum of RM7,501. 8 was awarded as damages for loss of profits. Abdul Hamid J: In the circumstances, I am of the view that the failure on the part of the defendants to supply a furnace which would meet the required temperature, constituted a breach of the condition of the contract entitling the plaintiffs to treat such breach as a breach of warranty. For the reasons which I have stated above, it is my judgment that the defendants are liable for the breach of the condition of the agreement and the plaintiffs clai m should therefore succeed. The Federal Court said that it is true that the amount awarded in this case was merely conjectural but there was at least some evidence before the court which might support the award. It is because that the case fell within the provisions of s 74(1) of the Contracts (Malay States) Ordinance, that is, when damages arising were such as might reasonably be supposed to have been in the contemplation of both parties at the time they made the contract, as the probable result of the breach of it. This is indeed the principle in Hadley v Baxendale (1854) . Case: Aruna Mills Ltd v Dhanrajmal Gobindram [1968] In Aruna Mills Ltd v Dhanrajmal Gobindram2, goods were to be shipped from India and the contract expressly stated that the buyers would take the risk of any devaluation of the rupee. The rupee was devalued and the price payable by the buyers was increased accordingly. However, a portion of that increase arose as a result of late shipment by the sellers, and it was held that the resultant loss could be recovered by the buyers. The ‘devaluation’ clause demonstrated that the parties had turned their minds to the impact of exchange losses. Lord Reid observed: â€Å"I am satisfied that the court [in Hadley v Baxendale] did not intend that every type of damage which was reasonably foreseeable by the parties when the contract was made should either be considered as arising naturally, in the usual course of things, or be supposed to have been in the contemplation of the parties. Indeed the decision makes it clear that a type of damage which was plainly foreseeable as a real possibility but which would only occur in a small minority of cases cannot be regarded as arising in the usual course of things or be supposed to have been in the contemplation of the parties: the parties are not supposed to contemplate as grounds for the recovery of damage any type of loss or damage which on the knowledge available to the defendant would appear to him as only likely to occur in a small minority of cases. In cases like Hadley v Baxendale or the present case it is not enough that in fact the plaintiff’s loss was directly caused by the defendant’s breach of contract. It clearly was so caused in both. The crucial question is whether, on the information available to the defendant when the contract was made, he should, or the reasonable man in his position would, have realized that such loss was sufficiently likely to result from the breach of contract to make it proper to hold that the loss flowed naturally from the breach or that loss of that kind should have been within his contemplation. Here, Lord Reid saw the law as applying an objective test, and one which reflects the realities of the business transaction entered into by the contracting parties. In the light of the decision of our court the law on remoteness of damage in contract is therefore as laid down in Hadley v Baxendale (1854) and restated in Victoria Laundry [1949] s 74 which provides that compensation is not to be given for any remote or indirect loss sustained is superfluous in view of the limits. Case: Tan Chin Kim Sawmill Factory Sdn Bhd v Lindeteves-Jacoberg (M) Sdn Bhd3 [1982] In Tan Chin Kim Sawmill, it is clear from these three clauses and from the terms contained in MIMB’s letter dated 2 June 1975, which terms were accepted by both the appellant and the respondent that the intention of the parties was that MIMB was to be compensated not only for all sums of money which would become due and payable by the appellant but also for â€Å"all losses, damages costs and expenses†suffered by MIMB. The letter and these three clauses by stipulating that sums other than rentals due are recoverable therefore make the financing case inapplicable to the case under the present appeal, and as such the amount of $527,039. 37 which the respondent paid as a cash price settlement for the equipment on 11 February 1977 was in fact the amount which the appellant itself was bound to pay under the lease agreement. In fact the appellant was informed of this fact by MIMB in its letter to the appellant dated 22 March 1976 and the respondent was offered back the equipment on the stated cash price settlement only in the event that the appellant was unable to pay MIMB the said cash price settlement by 1 April 1976. Abdoolcader J: In the circumstances on a consideration of the evidence adduced both oral and documentary and for the reasons I have stated, I find no substance whatsoever in the contention of the plaintiffs that the first plaintiff was at any time the owner of the machinery in question or that the arrangement entered into to provide finance to the first plaintiff was otherwise than what the documents produced tales quales show it to be, namely, the provision of lease financing to the first plaintiff by the second defendant by way of a lease of the machinery to the former by the latter which had purchased it from the first defendant. The crux of the plaintiffs claim to the effect that the documents are a sham because they were a device to cover a transaction whereby goods were given as security for a loan must accordingly fail. Cadit quaestio, and it follows that the plaintiffs ancillary claims for damages and other relief must necessarily succumb, and it is perhaps only necessary for me to observe that in the matter of the plaintiffs claim for damages Mr. Rajah himself had to admit that the y have not satisfactorily proved every item of the damages sought. The Federal Court said that, in order to make a particular loss recoverable it is not necessary for the plaintiff to prove that the defendant could, as a reasonable man, foresee that a breach must necessarily result in that particular loss. Rescind S. 76 means that it is exercising the right to terminate the contract that communicated clearly by a party revocable contract. If the contract never existed, it is an irrevocable step that frees the other party as well from its contractual obligations. Rescission may be on mutual consent, by either party for reasonable cause such as a material misrepresentation. The second definition is unmaking of a contract by a court in the interests of justice. However, both parties are not possible to reinstate their original positions. Furthermore, rescind a contract defined as to affirm a contract void in its inception and to put an end so further defined as to terminate it and release parties from further obligations to each other and restore parties to relative positions which they would have occupied had no contract ever been made. Case: Lam Gow Anor V. Maju-Tekno Sdn Bhd Anor 4 [ 1994] In the present case, the plaintiffs had, on 27 June 1990 contracted to purchase land with a building thereon measuring 258 square meters. They did not discover that the said land only measured 193 square meters until July 1992. Immediately upon such discovery, they wrote to the defendant, complaining of the matter. The circumstances and the plaintiffs conduct indicate that there was no acceptance of the reduction in the size of the land by the plaintiffs. Ranita Hussein JC: â€Å"In my view, the reduction by 25. 19% in the size of the land alone can be regarded as having transformed the subject matter of the sale into one which the purchasers would not have purchased had they known of the true position at the time of the signing of the agreement. In other words, the difference aforesaid would not give the purchasers substantially what they bargained for. †For the reason above, I find that the plaintiffs have the right to rescission. Judgment is given to the plaintiffs for rescission and it is ordered that the sum of RM14,659 paid by the plaintiffs to the defendants be refunded with interest at the rate of 8% and costs. The interest is, as agreed by the parties, to take effect from 3 January 1991 to date of realization. It is also ordered that the plaintiffs be entitled to damages on account of the non fulfillment of the agreement, the amount of such damages to be assessed by the senior assistant registrar. The Federal Court said that the plaintiffs for rescission and it is ordered that the sum of RM14,659 amount paid by the plaintiffs to the defendants be refunded with interest at the rate of 8% and costs. The interest is, as agreed by the parties, to take effect from 3 January 1991 to date of realization. It is because that the plaintiffs be entitled to damages on account of the non fulfillment of the agreement, the amount of such damages to be assessed by the senior assistant registrar.
Thursday, September 5, 2019
The Four PS: Product, price, place and promotion
The Four PS: Product, price, place and promotion The application of the marketing mix known as the four Ps product, price, place and promotion has been introduced over the past decades and has become widely recognized in the concept of marketing course today (McCarthy, 1971). These marketing mix elements are the key decisions areas that marketers must manage in order to aid the exchange or transfer goods, services to satisfy customer needs better than competition. A well defined definition by the American Marketing Association states that: â€Å"Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individual and organizational objectives†(Bennett,1995). Conversely, certain academics have argued that this view of marketing have become outdated for use in the 21st century today and is only relevant to certain organizations (Hakansson et al, 1982). Success cannot arise exclusively from the elements of marketing mix but indeed by building long term relationship between the buyer and seller (Ford et al, 1986). As reported by Gronroos (1990), marketing mix approach is considered to be too limited. Hence, this has a led a discussions towards a paradigm shift where new approaches have been emerging in the marketing research focusing on the importance of customer retention, market economies and customer relationship economies. The aim of this essay is to critically assess whether the application of marketing mix is still relevant for contemporary approach to marketing today. To do this, new approaches towards the paradigm shift will be critically evaluated with support to reference of the literature and personal views on the understanding of the content. Lastly, a conclusion will be given on the summary of the essay. Towards a Paradigm Shift in Marketing: Although marketing mix is the foundation of most introductory textbooks, it is an incomplete framework for marketing today. As reported by Nichols and Woods (1997), 4 Ps misleads the theory of marketing that they are all that marketing requires. The main problem for this approach is the lack of coordination and cooperation across departments and functions. This result in low levels of business performance and low levels of customer satisfaction. As reported by Popovic (2006), the concept of 4 Ps is criticized as being a production-oriented definition of marketing and not customer-orientated. Moller (2006) have supported Popovic view and criticized that marketing mix does not consider on consumer behavior, does not allow interaction and capture relationships, works primarily as a simplistic device focusing the attention of management and it does not offer help for personification of marketing activities. This has led to a new paradigm shift on the focus of services and relationship ma rketing. Certain academics have suggested that the 4 Ps of marketing mix should be expanded depending on the context in which they are being used (e.g., Kotler and Bloom 1984; Shapiro 1985; Booms and Bitner 1981: Renaghan 1981). According to Booms and Bitner (1981), he proposed an idea of an expanded marketing mix for general use by service organizations. The expanded mix includes the new ones like physical evidence where the environment in which the service is assembled and where the firm and customer interact, people where all human actors play a part in the service delivery and thus influence the buyers perceptions and process where the actual procedures and flow of activities by which the service is delivered. The new mix variables will influence customer whether or not their marketing impact is appreciated and managed. Thus, in order to draw attention to them as variables of equal importance than traditional mix elements, the services marketing mix gave each of the new variables its own place. This was not meant to imply that the new variables are independent of the traditional mix elements, but rather that they are of expressed importance to service firm managers and therefore deserving focused attention in services marketing planning. However, in addition to the general criticism of the marketing mix, the specific concept of an expanded mix for services has also been criticized. Over the years, a number of writers have sought to enhance the four Ps by adding other items that they believed were critical to marketing management. Several writers have included research as an essential marketing management activity and even assigned it the alliterative nomenclature of â€Å"Probing†(Borden and Marshall 1959; Traynor 1985). Other elements suggested for inclusion into the marketing mix are Packaging (Patty 1997) and People (Baker 1997). It has also been suggested that the list be expanded to include â€Å"personnel, physical facilities, and process management†(Magrath 1986). One writer went so far as to suggest that as many as 12 â€Å"Ps†be included in the array of marketing variables (Johnson 1986). While each advocate for adding to the four Ps has championed that particular addition, none has made a persuasive case that the addition is essential to the exchange process or the creation of long-term elationships. Although none of the additions to the four Ps has had widespread acceptance, they do present a confused recipe to the student in some introductory Relationship marketing attempts to establish, develop, enhance and maintain relationships and involve people over the long term so that they are loyal and supportive of the organization. This results in a stronger link between the internal processes and the needs of customers, resulting in higher levels of customer satisfaction. It is one of the most leading new approaches to marketing which has entered the marketing literature (Gronroos, C., 1992). Today, most firms are moving towards this approach in order to be more creative, innovative, and cost-effective for retaining and building loyalty with their customers. This approach is to be known as the biggest shift in the development of marketing. One element of relationship marketing is the â€Å"promise†concept (Calonius., H, 1988). Organizations that fulfill promises will generally attract new customers. If promises are not fulfilled, the evolving relationships between the buyer and seller cannot be enhanced and maintained. It is a means of achieving customer satisfaction, retention of the customer base, and long term profitability (Reichheld, F.E., 1990). Another key element is trust where there has to be belief in the other partner trustworthiness that results from the expertise and reliability of that partner. Both these factors are vital in a form of relationship marketing as it strengthens the bond and helps avoid dissatisfaction. Relationship marketing is still seen in its infancy as a mainstream marketing concept, although it has established itself as a primary paradigm in industrial and services marketing. Kotler (1992) is of the view that â€Å"what we are witnessing today is a movement away from a focus on exchange in the narrow sense of transaction toward a focus building value laden relationship and marketing networks. It is all about how to hold our existing customers.†This is probably due to the global economic meltdown as firms are fighting for survival. Our thinking is therefore moving from a marketing mix focus to a relationship focus (Webster, Jr, F.E., 1992). As according to CRM today site, relationship marketing fails to captures the true change in the nature of network-enabled marketing exchanges. Relationship marketing makes the implicit assumption that firms creates and manage relationships, while customers play a passive role in the relationships. This assumption is no longer valid in the networked world of business. Customers are beginning to play anactive role in managing relationships. Value in marketing exchanges is no longer created by firms and delivered to customers. Rather, customers are becoming co-creators of value by participating directly in the marketing process. As customers contribute their expertise, time, and resources in marketing exchanges, we are witnessing the emergence of collaborative marketing. Collaborative marketing as the process of working together with customers to create value in marketing exchanges. Relationship marketing requires firms to think about relating to customers. In contrast, collaborative ma rketing requires firms to think about collaborating with customers and making customers an integral part of the firms marketing activities. In collaborative marketing, the network becomes the enabler of collaborative exchanges, which go beyond relational exchanges because they involve reciprocal dependence and maximization of mutual benefits. For instance, Procter Gamble has created the PG Advisors program to collaborate with customers in developing new products. Customers try new products and provide feedback, allowing PG to refine products and marketing plans. Before using the Internet, PG would spend $25,000 to test a new product concept, and it would take two months to complete the test. Now, PG can do the same test at a cost of $2,500 and get results in two weeks. PG is also using the Internet to take these new products to market. For example, in launching its Physique hair care products, PG invited consumers to register on its Physique.com Web site to sample the new products. Within 12 weeks, more than 5 million consumers visited the site, giving a strong start to the product launch. Similarly, the pharmaceutical giant Eli Lilly has created a Web-based community called Innocentive, which has attracted 7,000 research scientists to work with the company to solve chemistry problems in return for cash bounties. This is an astounding number, considering that Lilly has only 300 such scientists on its payroll. Lilly plans to create communities of researchers who can collaborate with each other and with the company to solve difficult research problems. Firms that harness the power of collaborative marketing will be able to extend their enterprise downstream all the way to their end-customers and take their customer relationships to a higher level. This shows that organizations today are already moving towards this new approach and not just focusing on the product/services they offer, but providing a long term relationship with customers focusing on value. My considered opinion is that in todays troubled economic scenario this is perhaps the best resource for firms who have an existing customer loyalty base and therefore the need of retention is of primary concern. In contrast, some academics disagree on these researchers who attack on the meaning, philosophy and importance of the marketing mix approach. They feel that marketing mix is still valid and helpful in all industries such as service and manufacturing. If a company does not have the right price, product/service quality, promotion and place or any other right marketing mix elements, it cannot create or achieve the right relationship with a customer. The right marketing and relationship mix offers a company a good opportunity to create a good total relationship with existing and potential customers (Zineldin, 2000). Practionners of management and marketing still believe in the validity of 4Ps. Give them the freedom to believe and improve, reconsider and renew the temple instead of destroying it. Indeed, companies have to use the 4ps to create customer relationships. Relationship marketing combines elements of general advertising, sales, promotions, public relations and direct marketing t o create more effective and more efficient ways of reaching customers. It centers on developing a continuous relationship with customers across a family of related products (Copulsky and Wolf, 1990). The modern relationship movement leads organizations back to the pre-twentieth century with the global scale of the twenty first century through the 1960s (Borden 12 Ps and Kotler 4 Ps). Relationship marketing is not a new discovery but a re-discovery. The conclusion we draw that the paradigm shift is far from being dominant since ‘Kotlersims concept of the 4ps is still dominating. There is no evidence that relationship marketing is to recognize the subtle changes in the business environment and to adapt to them. In the near future, the relationship marketing paradigm certainly will be a focal point of marketing research, thus positioning itself as a leading marketing focus not only in services marketing and industrial marketing but in most or all marketing situations.
Wednesday, September 4, 2019
The Ubiquitous Mobile Essay -- miscellaneous
The Ubiquitous Mobile Snap!Snap!Snap! Your privacy has just been invaded by someone who has taken a photo of you in the dressing room, with their new camera mobile phone! Is this what the latest technology intended to provide for us? I don’t think so, and this is why I think mobile phones can be a really distracting, and in this case, an offensive tool, despite being a powerful form of telecommunication. These always, new-up-and-coming devices can cause financial hardships, by people changing life style habits just to accommodate the purchase of them. Most people are aware of this, however their immutable minds doesn’t stop reminding them to send that extra SMS- message or dial that extra number. Mobile phones take over our lives, or similarly lead our lives, and restrict people in performing everyday activities, which all humans should be participating in. So is this it? Are Mobile phones the ultimate cause of distraction and financial/emotional breakdowns? Or can it even, potentially, lead to death? Like old-fashioned professors draining the time out of your life with their lectures, mobile phones can be extremely time- consuming. Mobile Phones have that ability to make them your number priority, and with that type of ability and not to mention the cost that comes with it, I think that I would most prefer that lecture from an old-fashioned professor instead! Mobile Phones have a wide variety of models, which keeps people swapping, selling, and above all, buying. The ...
Tuesday, September 3, 2019
The Semiotics of the Encore :: Concert Music Audience Papers
The Semiotics of the Encore Introduction In this reflexive paper, I wish to add a brief addendum to the literature about the semiotics of performance by examining the semiotic acts that surround the ritual of the encore in a live concert performance. I will bring to my analysis of this phenomena my twenty-some years of experience witnessing rock concerts in venues of all sizes and with a wide variety of audiences and performers. I will argue that there are specific elements to this ritual that are of particular interest to semioticians. I am going to attempt an admittedly incomplete semiotic analysis of the encore based on Daniel Chandler's guidelines for "D.I.Y. Semiotic Analysis," as found at http://www.aber.ac.uk/~dgc/sem12.html. The Umwelt of the Encore What are the important signifiers and what do they signify? - What is the system within which these signs make sense? - What connotations seem to be involved? (Chandler, based on Berger, 40-41) The Umwelt of the concert goer, or semiotic 'stage' of this event, includes: the literal stage, which is raised to a greater or lesser degree above the seats on the main floor of the concert hall; the levels of seating--the class structure, to put it in Marxist terms; the ushers and/or security; the tickets which are required to gain admittance; as well as the background of prior experiences that the concertgoer brings with him or her, and an infinite number of other aspects. Of course, this Umwelt, like all Umwelten, is not identical or universal for all of the concertgoers. Each individual member of the audience builds up their own particular knowledge structures of this kind of event; these structures form their own particular Umwelt. The more experiences of concerts, the more complex the Umwelt constructed around them. For instance, the Grateful Dead often performed two sets without an opening act. Most concerts feature two acts with an interim between them. A friend of mine, unfamiliar with the way the Dead's music and the way they structured their concerts, went to her first Dead show and in the intermission between sets, said loudly, as it had been twenty minutes or so since the band had left the stage, "Gee, when are the Dead coming on?" This was greeted with howls of derision from her surrounding neighbors, whose Dead-concert Umwelt was more developed. The most important aspect of the rock-concert Umwelt, I would argue, isn't directly observable: the invisible ring or wall around the stage which separates the performers from the audience.
Monday, September 2, 2019
Extent to which the child is the central image in Macbeth Essay
William Shakespeare’s Macbeth is filled with many vivid and recurring images. Such imagery permeates the text and provides strong striking images which, when performed on stage, stay firmly in the audiences’ minds. Many critics have proposed arguments expressing their opinion on what constitutes the central image in Macbeth. On reading the text, or perhaps watching the play, some of the images are more prominent than others. Images such as blood and darkness seem to hold most significance to the plot and to the themes. However, it is only with detailed reading that the image of the child is recognised as being profoundly significant. On first reading, the image of the child may not even be considered, but through meticulous study, this image may become more prominent and prove to be the pivot on which Macbeth’s character swings, it also provides the dynamic which drives the plot forward. Blood is perhaps one of the most striking and gruesome recurring image in the play. Blood has both symbolic and literal meaning in Macbeth, therefore it is widely recognised as one of the major motifs throughout the play. The blood that is shed in Macbeth is a reminder of Macbeth and Lady Macbeth’s guilt, and it acts as a metaphorical stain on the Macbeth’s consciences. These recurring bloody images play a particularly important role in scenes such as Act 2 Scene 2, when Macbeth returns from the scene of the crime carrying bloody daggers, and with his hands drenched in the King Duncan’s blood. Lady Macbeth too has blood stained hands after she goes back to replace the daggers which her husband has brought back to their chamber. Blood also plays a key role in Act 5 scene 1 when guilt consumes Lady Macbeth’s mind and during her sleepwalking,... ...ace from day to day To the last syllable of recorded time, And all our yesterdays have lighted fools The way to dusty death.†(5:5 18-22) The image of ‘dusty death’, contrasts with the earlier images of fertility which abounded in the early scenes of the text: â€Å"I have begun to plant thee and will labour To make thee full of growing.†(1:4: 28-29) Macbeth’s proto-lineal ambition dies towards the end of the play. He comes to the conclusion that because he has failed in his ambition to found a dynasty, life is pointless. Macbeth sees no reason to live and the feeling of utter hopelessness overwhelms him. Lady Macbeth’s demise signifies that Macbeth’s dynastic dream is dead. He now realises the futility of his crimes, his â€Å"war on children†[7], has been wholly in vain. â€Å"For the babe signifies the future which Macbeth would control and cannot control.†[8]
Sunday, September 1, 2019
The Technology’s Influence in Todays World
Every single day a new type of technology is being introduced to the world. Technology has improved a lot over years, and it is a great thing these days, because it can be very helpful, especially for people with disabilities. However people are taking advantage of it. I think life is impossible without cell phones and laptops! This phrase sounds shocking but reality is reality. Some people can’t live without modern technology like cell phones. Everybody knows what modern technology is. Modern technology is a technology created or invented to help us do works and make our life easier. i think we should perfectly understand that modern technology can make our life more convenient and safes a great deal of our time. We become lazy because of modern technologies like cell phones, washing machine, televisions, and others. People used to wash their dirty clothes using hands, but now they just have to put their dirty clothes into the washing machine and press some buttons. as we know. Modern technologies create financial problems, too. Because most of the modern technologies are too expensive to buy. People need to be active in order to be healthy. Walking to the store, riding a bike instead of a car, visiting a post office instead of sending an e-mail, all these things may or may not be more convenient, but they are a better alternative because it involves doing things physically. Being active means just a little more then the click of the mouse. Everyone loves the Internet. Suddenly everything just becomes so fast and easy. But easy does not necessarily mean better. Although being active enough is a major concern when it comes to modern technology, there are more things to worry about. Today’s technology can be as simple as the push of a button. Because everything is so easy, human’s brain is functioning as much as it should, and that is not a good thing. People need to develop their brain by reading, thinking in order to be smart, however its nearly impossible with the kind of technology we have these days.
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