Lyndall Urwicks 10 Principles to Management Essay

Lyndall Urwick has been prolific and an enthusiastic writer on the subject of administration and management. His experience covered industry, the armed forces and business consultancy. Like other classical writers, Urwick developed his ‘principle’ on the basis of his own interpretation of the common elements and processes, which he identified in the structure, and operation of organization. In 1952 he produced a consolidated list of ten principles in administration and management. Urwick’s ideas in general were popular because of their commonsense appeal to managers in organization. In the last decade, however Urwick’s emphasis on purpose and structure has not been able to provide answers to problems arising from social changes and needed for organizational health. Nevertheless his influence on many modern businesses has been enormous. Lyndall Urwick Urwick was born in England in 1891. He attended Repton and New College, Oxford, and was awarded a B.A. degree in 1913 and a M.A.degree in 1919. He began his career in his family’s glove manufacturing business, Fownes Brothers and Company. Following service in the First World War, he became organizing secretary for Rowntree and Company, a confectioner. He subsequently moved to the position of administrator of the Management Research Groups and then became Director of the International management Institute in Geneva in 1929. When thereat Depression cut short the life of the institute, Urwick returned to England and established the management consultancy; Urwick, Orr and Patterns. 10 Principles Urwick 10 principles are: 1. The principles of objective – the overall purpose or objective is the raison d’à ªtre of every organization. 2. The principles of specialization – one group, one function. 3. The principles of coordination – the process of organizing is primarily to ensure coordination. 4. The principles of authority-every group should have a supreme authority with clear line of authority to other members of the group. 5. The principles of responsibility – the superior is absolutely responsible  for the acts of his subordinates. 6. The principles of definitions – jobs, with their duties and relationships, should be clear defined. 7. The principles of correspondence – authority should be commensurate with responsibility. 8. The span of control – no one should be responsible for more than 5 – 6 direct subordinates whose work is interlocked. 9. The principles of balance – the various units of the organization should be kept in balance. 10. The principles of continuity – the structure should provide for the continuity of activities

Callaway Golf Company

Callaway Golf Company (CGC) Harvard Business School Case Study Ely Callaway had a vision, â€Å"If we make a truly more satisfying product for the average golfer, not the professionals, and make it pleasingly different from the competition, the company would be successful† (Lal & Prescott, 2011, p. 1). Key factors that led to Callaway’s success included his vision, his understanding of consumer behavior, his product variety, and his ability to build a premium brand. Furthermore, the company’s relationship with its retail partners, the company’s new product development, and the company’s marketing strategy were key contributors to Callaway Golf Company’s success between 1988 and 1997. Callaway understood the competitive nature of the game and the competitive nature of the consumers. Golfers were consumers driven by social factors such as reference groups. According to Kotler and Keller (2009), â€Å"Reference groups consist of all groups that have a direct (face-to-face) or indirect influence on a person’s attitude or behavior† (p. 8). Reference groups expose people to new behaviors and lifestyles, influence attitudes and self-concepts, and create pressures for conformity that affect product and brand choices. Because Callaway understood the behaviors of his target market, he was able to strategically introduce new products that offered more satisfaction than the former products. With product modification , managers try to stimulate sales by improving quality, features, and style (p. 185). Callaway understood each product’s life cycle and introduced new products every two years. He discovered that after two years, the sales and prices typically declined (Lal and Prescott, 2000, p. 4), causing him to continually make his own products obsolete. However, this business process solidified the consumer’s expectation that Callaway Golf Company would always deliver a high quality product, a value-delivery system successfully established by the company. The Callaway brand was strong, therefore, giving the company marketing advantages such as improved perceptions of product performance, greater loyalty, less vulnerability to competitive marketing actions and marketing crises, larger margins, greater trade cooperation and additional brand extensions (Kotler and Keller, 2009, p. 131). There was consistent brand reinforcement with every product as Callaway’s marketing methods always conveyed what the brand represented, what core benefits it supplied, and what needs it satisfied. Additionally, Callaway conveyed how the brand made superior products that were strong, favorable, and unique. Various consumer spending and golfing behaviors left Callaway no choice but to change his marketing strategies. Callaway realized they could not depend on their 1982 original marketing strategy. Callaway believed there was no brand loyalty when it came to golfers. The bottom line was that golfers tend to purchase golf clubs they think will improve their game and will often blame the golf equipment for their lack of skill (Lal and Prescott, 2000, p. 4). Callaway knew their products had to be unique. Callaway also knew as the popularity of the game increased, golf equipment had to also increase in purpose and design. In 1998, Callaway experienced a decline in profits. The company lost $27 million because sales dropped 17%. Consequently, Ely Callaway realized he would have to change the way his company had been doing business. He refocused Calloway Golf Company’s â€Å". . . retail channels, new-product development, and marketing strategies† (p. 1). One force that drove Callaway to continuously change his strategy was the life span of the golf equipment. Callaway was quick at determining whether a product was a money maker or not. He measured the profit growth of a product within the first two years the product was launched. If sales decreased within the first two years, the product design was redesigned and â€Å"improved. † This could possibly lead to excessive inventories of one product and shortage of another. Through evaluation and control methods, Callaway was able to make the best product marketing decisions for the bottom line. Annual plan controls helped determine if the new product results were being achieved. Profitability controls determined if the new product was making or losing money. Efficiency controls balanced the spending and marketing expenditures. Strategic controls confirmed whether the company was targeting the best opportunities with the retailers, media, and advertising (Kotler-Keller, 2009, p. 331-333). Richard Helmstetter, vice president and chief of new products, joined Callaway Hickory Stick, Inc. in 1986. He transformed CGC â€Å". . . from a niche producer to an innovation powerhouse. . . † (Lal and Prescott, 2000, p. 2). Helmstetter viewed research and development differently than others in the industry. He challenged the scientists, engineers, and golfers he had hired to answer questions like â€Å"Where does backspin come from? † and â€Å"Why does a shot on the club toe hook left instead of right? † (p. 2). Helmstetter was correct in believing that by answering these types of questions the company would create better clubs. New product innovations included the development of the S2H2 (short, straight, hollow, hosel) model which redistributed the weight of the hosel. This allowed the weight to be better utilized elsewhere in the club. Following the S2H2 model was the development of the Big Bertha. It was a club with a bigger club head. The larger head allowed for fewer mishit shots and a better drive. This allowed the average player to have a better experience when playing, which led to loyalty to Callaway, despite the cost. Callaway found it challenging being caught in the middle of a changing marketing communication environment. Callaway had to take a deep look at the company’s marketing communication mix and decide if it was still effective. The marketing communication mix includes: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling (Kotler-Keller, 2009, pp. 275-276). Callaway Golf Company did very little advertising. Callaway felt that word of mouth was the best way to promote his clubs Word of mouth marketing was what golfers used excessively. Whether a golfer wanted the latest, greatest style of club or testified to the improvement of a stroke due to the club, word of mouth marketing was huge amongst golfers because of the amount of time golfers spent with each other during a round of golf. Callaway knew that most non-professional golfers played in foursomes and would give live demonstrations each time they played. Furthermore, he built a premium product and recruited professional golfers who were the leaders in the sport to promote his products. These endorsements validated the products quality and superior technology. The professional golfers â€Å"not under contractual obligations† used Callaway products because of the performance enhancement the clubs provided. Eli Callaway knew his company had enjoyed many years of positive growth and he knows that many more years of positive growth lay ahead. Additionally, he knew that he would always be faced with decisions concerning what products to develop, what accounts need to be closed, what retail relationships should be developed, and what marketing strategy should be employed. â€Å"When asked if CGC could stay ahead of the competition, he said, citing Newton’s first law of motion, ‘No problem. Bodies in motion tend to remain in motion. ’ He continued, ‘It’s a hell of a story, and it’s not over yet’† (Lal and Prescott, 2000, p. 14). References Kotler, P. & Keller, K. L. (2009). Analyzing consumer markets: A framework for marketing management, 4th ed. Upper Saddle River, NJ: Pearson Education, Inc. Lal, R. & Prescott, E. D. (2000). Calloway Golf Company. Pearson custom business resources. Boston, MA: Harvard Business School Publishing Case Analysis of Callaway Golf Company, (2009, May 16,). Retrieved on April, 5, 2011 from http://www. docshare. com/†¦ /Case-analysis-of-Callaway-Golf-Company2

Design the Evaluation Plan, Part 3 Research Paper

Design the Evaluation Plan, Part 3 - Research Paper Example This however is not possible if the teachers in the system are not. Every day there are multiple cases of disgruntled parents and students who feel that the treatment they get in our public schools is short of their expectations. It is therefore wise to come up with a training program that trains teachers on the matter. For the government to support such a training project, we need to evaluate the cultural competence of the teachers in our schools first. In light of this, this paper is an evaluation plan for the cultural competence of teachers in public schools. Evaluation Scope and Purpose The Department of Education is interested in funding a proposed training project to enhance cultural competence of the teachers in public schools. It commissioned an evaluation of the teacher cultural competence so as to get data to pass the teacher cultural competence training as policy. Of interest to the ED is an evaluation plan which identifies the project’s strengths and weaknesses so that they will have the means to improve the educational system. Emphasis is especially laid on the need to enhance the cultural competence of the teachers. The ethical issues around prior conduct of the teachers need to be evaluated due to political considerations. There is the apparent need to enhance the cultural competence of the teachers. ... cultural competence of the teachers that are not in the training project design foresight and hence have possible remedies for them sought a forehand before the training commences. The evaluation seeks to answer the questions; i. Is there a dire need to improve the cultural competence of the teachers in the public schools? ii. Are the public education stakeholders satisfied with the cultural competence of the teachers? iii. What should be detailed in their cultural competence training project? Evaluation Team Members and Stakeholders The evaluation team will consists of a group of ten (10) chosen from several disciplines. There will be one (1) general overseer who will be the evaluation comptroller. The general overseer gives tasks and will act as the project coordinator. It is important to have an in-charge for any group to function effectively. There will be two (2) audit officers, three (3) social workers who should be experts in public education issues, two (2) volunteers and two (2) external evaluators. It is wise to conduct the evaluation with ‘outsiders’ since they are not involved in the funding or the implementation of the program. They are useful in identifying useful indicators, assessing the program in relation to quality, effectiveness and efficiency and describing pre- and post-program levels of stressors. Their approach is neutral due to lack of any links with the organization hence they have a non-partisan perspective to the evaluation. Their input has to be impartial in the evaluation. However, the limitations that come with external evaluators are lack of specialised knowledge in matters concerning public education. They may as well be a source of extra stress on the stakeholders. Project Logic and Indicators The evaluation will have two scheduled

Urban Wildlife Contraversy in Canada Particularly in Calgary, Alberta Research Paper

Urban Wildlife Contraversy in Canada Particularly in Calgary, Alberta - Research Paper Example natural habitats, worldwide2, while we find that nearly two-thirds of the land available, has been used for human purposes alone, like building villages, townships or cities; for agricultural purposes; and also for other infrastructural developments, aimed, no doubt, to benefit human endeavour in leading a better life. All these actions, beneficial as they are to mankind, have resulted in an eradication and systematic degradation of the environment, and have caused massive damages on the surrounding biodiversity. So from the perspective of environmental ethics, human civilisation has been mainly â€Å"limited to the relations of man to man†3. However, in the recent times it has been noticed that there is an increasing awareness amongst various sections of the human population, that are willing to work towards protection of wild animals, and the preservation of environment, at large. Carnivore conservation, a controversial topic by itself, since most of the carnivores tend to kill livestock while occasionally preying on humans too, however has received a great deal of impetus in the last 15-20 years4. Since human economic interests and carnivores come into constant conflict, there have been increasing attempts by the conservationists to find a workable solution, which would serve to help both these warring factions co-exist, without causing harm to each other5. In the entire North American region that includes Canada, wolves were ruthlessly killed during the colonial rule. It is only recently that, owing to various wolf management programs, an increase in the number of these carnivores has been observed in various parts of Canada. This sudden surge in numbers over the past few years have however also led to rising number of conflicts with the humans (especially in the Alberta region of Canada), as these carnivores are now moving into the rural areas to kill livestock which form an easy prey. In order to protect the livestock, the farmers are now forced to opt for

Characteristics of effective teams Essay Example | Topics and Well Written Essays - 1250 words

Characteristics of effective teams - Essay Example time limit needs to be considered, the group climate needs to be known, and finally the group setting needs to be known that is which type of setting the group is working on (Johnson and Johnson, 2010). Decision by Minority: It is effective when not possible for other members to meet and it is ineffective when group resources are not utilized. Group resources can include the skills and talents possessed by group members. Since various skills are required at the time of decision making, I apply me service specialist skills and my group members apply the skills of tackling with customers easily. Voting decisions are taken when many options seem suitable for implementing it in the customer services plan. Managing time is very important while making decisions in groups. Once an immediate decision was required in sending the customer request to the top management, the majority of the members decided that it should be dealt at the lower level instead of passing it to the top. Immediate actions and decisions were taken to resolve the matter successfully. Usually I being the senior service specialist have more experience in dealing with insurance related matters of customers and can answer their queries without much difficulty. It usually happens that in such cases I am referred to deal with the customer without any issues by the other group members. After the voting and the consensus methods that are applied related to the implementation of the policies for customer services, it becomes important for all three members of my group to be well versed with the decision taken so that while communicating ahead to customers the process becomes easier. Gathering the views of the entire group allows different angles and perspectives to be understood and allows in selecting the best decision possible. For customer services, it is important that the best decisions be taken so as to retain them for the future. Since my group is involved with customer issues and services of

TRANSFER STUDENTS Essay Example | Topics and Well Written Essays - 250 words

TRANSFER STUDENTS - Essay Example In response to the opportunities to learning and exploration, I look forward to actively participate in every activity offered in the school that is related to Software Engineering. I believe that experiencing the theories taught in school will enhance my understanding and might even help me to discover other things. Moreover, working with other students will be a means of sharing what they understood and could be a way of verifying what is not clear during class discussions. Watching is an easier and more interactive way of learning than just reading and listening to lectures so it is my aim to learn as much as I can from hands on experiences by actively engaging myself with the activities. Research is another field that could be interesting to learn from as it challenges individuals to think critically. Doing research with the faculty will not only open me to educational experiences but will also encourage me to share what I have in mind. This is an opportunity that I see could always drive me to study harder, learn and think

Dividend Policy in Publicly Traded Companies Essay

Dividend Policy in Publicly Traded Companies - Essay Example For a firm with good future growth and investment opportunities, investors want the firm to put the earnings in other investment opportunities. Where as for a non growth company, investors would prefer present dividend income rather future capital gains which are uncertain. [2] Dividend policy of a firm will divide the earnings into two parts as Dividends and Retained Earnings. Dividends are paid to the investors as cash for their share of the assets of the company. Where as Retained Earnings are used to fund the long term growth of the company, which are used to generate future earnings. The percentage of Dividends distributed and Retained Earnings are determined by the Payout Ratio of the Dividend Policy. Higher the Payout ratio, higher the Dividends and lower the Payout Ratio imply lower the Dividends. Usually growth oriented firms have lower payout ratio and higher Retention Ratio. That means large amount of earnings are retained to increase future earnings. The investors of low dividend paid companies will get their returns through capital gains. The relation between growth and Payout Ratio can be best understood by Dividends on one hand increase cash earnings of the investors and reduce the share on the assets of the firm. In the case of high tax on the earnings of the dividends by the government investors are more interested in firm to keep the earnings for future growth of the earnings. Otherwise for a low growth oriented firm investors want cash dividends as they can earn more return else where. According to Miller and Modigliani in a perfect market condition and in a no tax situation investors are indifferent to a company that pays dividend and another not pays dividend. What ever the investors lose in the form dividends are gained through capital appreciation. The investors believe that the dividends are put to earn further gains in the future. On the expectation of increased future earnings the prices of the stock increase giving the investors capital investors which they can make by selling the stock at higher price. But stock market history shows us that dividends are really matter for any particular stock. Most of the non dividend paying companies are invariably loss making dogs[4] These companies does not have earnings capacity in their business and are struggling even to pay the dividends shareholders. Investors think the company has lost the earning capacity. The selling pressure decreases the prices of those non dividend company shares. This is quite opposite to what the dividend theory of stock market as well as what Miller-Modigliani postulated. "One look at the JSE highest dividend yield share reveals the problem: It is Northern Engineering Industries Africa whose 3 000% dividend yield places it way ahead of second placed SA Reit at 70%."[5] The above example explains that the highest dividend paying Northern Engineering Industries has a higher price than the SA Reit, in spite of both the companies operate in the same industry. Higher dividends attract more and more investor interest in the stock. Thus the price of the shares increases on the future dividends as well as capital gains. Based

Middle east issue Essay Example | Topics and Well Written Essays - 500 words

Middle east issue - Essay Example er and later imperial dominions by Britain, USA, France, and former Soviet Union took roots during European colonial times even before the rise of Ottoman Empire when colonizers aimed both to impair the latter and gain possession of the lands under successful conquest (Shah). Moreover, the Westerners around this period were very critical at propagating not only their political but also religious influence, seizing every opportunity to banish Islam so that Middle Eastern subjects on conversion to Christianity would eventually accept fate of becoming colonial inhabitants. With the turn of history, the West to some extent was able to accomplish pursuit of its objectives and even made allies through certain Arab leaders whose notorious authorities came rather more dictatorial by nature. As they combined forces to settle disputes on whose side should yield or acquire the most reserves of oil from the rich targets, the common people among Arab nations had perceived other unpleasant attributes underlying the general motive. To them, based on austere encounters, the West had suppressed the concerns of multitude in Middle East so that any favor sought was achieved on their end at the expense of freedom, given over to corrupt leadership and manipulated regime. Furthermore, people of Middle East became consumed with anguish towards cultural stereotyping, racism, and especially the fact that their high respect for early civilizations, as in Mesopotamia, reared for them an unbreakable character as a whole in the light of religion, established principles, and or iginal ideologies which could also determine the measure of their commitment and regard for the roots of citizenship (Shah). Fighting more than the right to religious and philosophical preferences, some anti-West groups were compelled to employ armed terrorism, extremism, and Islamic militancies that secretly spread, operated under conspiracy to attack US and other connected oppositions with the most intelligently and

Big Lipped Parents Essay Example | Topics and Well Written Essays - 250 words

Big Lipped Parents - Essay Example Placing plates on a girl’s lips causes physical injury. It leads to the sagging of the lips, hence damaging her physical appearance. This practice, therefore, should be perceived as a form of child abuse because it causes physical injury. Moreover, sagging of the lips causes emotional harm. When admitted to school, the girl may undergo a lot of emotional stress because her peers may segregate her. According to Kathleen, a practice that causes emotional harm to a child is usually considered a form of child abuse (62). Finally, logically speaking, planting plates on a girl’s lips does not make her attractive. Despite it being culturally accepted, it causes more harm than good to the child. Fontes asserts that the harm that culture causes, physical and emotional, makes it a form of child abuse (16). As their neighbor, I would talk to their daughter to talk to her parents. I would tell her to inform them of the emotional suffering that they would inflict on her. She should also emphasize the possibility that emotional suffering might affect her grades. As a result, she should tell them that she would prefer to stay at home rather than being demeaned at school. This might help change their stance if they care for their daughter (Fontes

Barrier Reef, Belize Essay Example | Topics and Well Written Essays - 1500 words

Barrier Reef, Belize - Essay Example (Greenspan 2007) This essay will try to understand the crisis the ecosystem in the barrier reef is facing and shall discuss the efforts already made to further preservation. Biological interrelationships in the area shall be discussed and also the adverse affect caused if no measures are taken against human intrusion. The barrier reef in Belize is 230 kilometers long and is the longest in the Caribbean. The variety of habitats along the reef supports a large diversity of fauna. â€Å"The wide Belize shelf contains an impressive assemblage of habitats: inshore, mid shelf, shelf-edge, and offshore coral reefs, Lagoons Sea grass meadows and mangrove swamps† (UNEP, n.d., p. 4). There is an abundance of micro and macro invertebrate life. The varieties of habitats are used by various species. Many reef and pelagic fish and even several sharks use the mangroves and sea grass beds as nurseries. Tarpon, mullet and stone bass use the inshore waters. The sea grass meadows are also inhabited by the manatees which are an endangered species. The lagoons of the South Water Cay are home to Snook, and Bonefish. The deep slopes are inhabited by Snappers, Hogfish, Groupers, Porgy and Grunt. The variety of pelagic fish found here includes Nurse Shark, Caribbean reef shark, Hammerheads, Bull sharks, Whale shar ks. Spiny lobsters and queen conch can also be found in abundance. It is also home to bottle nosed dolphins and three more varieties of dolphins. The world’s largest concentration of the West Indian manatee is found here. Also seen are the Leatherback turtle and the American crocodile. Apart from all this 90 percent of all Scleratinian coral in the Caribbean can be found here. Staghorn coral, Finger coral, Starlet coral, brain corals are some of the variety seen here. Mollusks, Crustaceans, Sponges Hydroids, Ascidians and Copepods have also been recorded here. Thousands of birds visit the lagoon every

Ethical Leadership in the 21st Century Essay Example for Free

Ethical Leadership in the 21st Century Essay Leadership is a critical component of the organizations culture as leaders can create, maintain, or change culture. Thus, leadership is significant to establishing an ethically oriented culture. The idea that corporate leaders are accountable for organizational ethics is not a new one. In 1938, management theorist Chester I. Barnard described the executives role in â€Å"forming morals for others† in his book The Functions of the Executive. Barnard suggested that the purpose of developing organizational morals is a distinctive characteristic of executive work going far beyond the moral challenges faced by individuals usually. Besides superior technical skills, a high capability for responsibility, and an intricate personal morality, this task requires moral ingenuity in defining an organizations code of ethics and instilling the basic attitudes that support it. According to a report from the Business Roundtable, a group of senior executives from major American corporations, leadership is crucial to organizational ethics. To achieve results, the Chief Executive Officer and those around the CEO need to be explicitly and strongly committed to ethical conduct, and give constant leadership in tending and mending the values of the organization. † (Business Roundtable, 1988). In surveys of practicing managers, honesty and competence appear as the most important qualities identified as essential to good leadership (Barry Z. Posner and William H. Schmidt, 1992, 33). This view was echoed by Vin Sarni, former CEO of PPG Industries, a large multinational firm, in a 1992 speech to Penn State business school students. Sarni said that the title CEO stands for Chief Ethics Officer, a statement that recognizes how important it is for the organizations leader to set the firms ethical standards (Trevino and Nelson, 1995). If the organizations leaders seem to care only concerning the short-term bottom line, employees rapidly get that message too. John G. Rangos, Sr. , the founder of Chambers Development Co. a waste management firm, demanded bottom-line results. When executives reported to him in 1990 that profits would fall short of projections, he is quoted to have said, â€Å"Go find the rest of it. † And so they did, until an outside audit in 1992 found that the company had erroneously reported strong profits in every year since 1985, though it was losing money all the time. Former employees say that, in the pursuit of growth, influenced numbers were tolerated, or perhaps even encouraged. One former employee who found discrepancies in 1988 was told, â€Å"This is how the game is played. (Trevino and Nelson, 1995) Leaders symbolize significant others in the organizational lives of employees, with considerable power qua behavior role models or simply power, in the meaning of being able to force others to carry out ones own will. Leaders example and decisions affect not simply the employees who report to them, but also the stockholders, suppliers, customers, the community, the country, and even the world. Considerations of the ethical component in day-to-day decisions will set the tone for others who interrelate with the company. Thus, the image of the business leader will affect how others choose to deal with the company and will have continuing effects, as all managers and employees look to the highest level for their cues as to what is suitable. Top executives must live up to the ethical standards they are espousing and imply ethical behaviors in others. Leadership can make a difference in forming an ethical or unethical organizational culture. Work on ethical and unethical charismatic leaders also highlights the significance of the leader in the ethics equation. More particularly, charismatic leaders can be very effective leaders, yet they can vary in their ethical standards. Such differences determine the degree to which an organization builds an ethically oriented culture, the types of values followers will be exposed to, and the role models with whom employees will have their most direct personal contact (Howell and Avolino, 1992, 43-54). One way to pull together the contributions concerning how organizational culture is shaped and reinforced by leadership style is to understand organizational culture as ethical climate. One could also ask to what extent the moral maturity of organizational cultures or climates, controlling reference group types, or dominating ethics types are interdependent or interacting with leadership styles. One could also ask if unethical leadership styles encourage an unethical climate or vice versa, if the effect of unethical leadership is reinforced or counteracted by the organizations ethical climate. Ethical dilemmas will frequently result in unethical behavior if an organizations leadership furthers an immature, indistinct, or negative ethical climate. Such unethical behavior is, of course, not only furthered by an unethical climate, but also reproduces such an ethical climate, in a system feedback fashion, being contagious and self-reinforcing (or perhaps infuriating internal or external counter reactions). In such instances, an organizations culture predisposes its members to perform unethically. Kent Druyvesteyn, former staff vice president, ethics, General Dynamics Corporation, made a similar point concerning leaders as ethical role models. People in leadership need to†¦set the tone by instance of their own conduct. We could have had all the workshops in the world. We could have even had Jesus and Moses and Mohamed and Buddha come and speak at our workshops. But, if after all of that, someone in a leadership position then behaved in a means which was differing to the standards that instance of misbehavior by a person in a leadership position would teach more than all the experts in the world (Trevino and Nelson, 1995). Clearly, the development of an ethical corporate culture depends on the tone set at the top. The earliest and most continuing normative formulation has underlined the responsibilities of business corporations to those affected by a companys decisions and policies. From the beginning, it has been felt that business has fiduciary duties and compulsions of performance that extend beyond the companys legal boundaries and economic goals. This view is identical to declaring that those who own the company should run it, or hire professional managers to run it, with an eye to the interests of others as well as their own. Therefore, business owners and managers are said to have a range of social responsibilities additionally to being responsible for the normal economic functions that one expects to find in a well-organized and well-run firm (Shaw, W. H. Barry, V. 2004). To maintain and diminish this perspective, its advocates have drawn on various economic, political, ideological, and socio cultural sources, though rarely acknowledging them as such. The business mind easily transmogrified this hoary maxim into the corporate context by adopting for executives the mantle of steward of the public interest, trustee of business resources, and corporate statesman anticipated to manifest a broad social vision, while not refuting their companys economic purpose and objectives (nor, it might be added, did it disturb their power). For the most part, these attributions of moral peerage were what might be called self-coronations or simple declaration, since no visible public selection process had elevated these corporate worthies to such vaunted peaks of public influence and function. Thus capable with self-anointed, regal-like responsibilities, corporate executives everywhere were advocated to adopt an enlightened self-interest perspective in approaching business decisions and originating corporate policies. To act otherwise was to risk serious inroads on business-as-usual. As the Committee for Economic Development put it, The policy of enlightened self-interest is also based on the intention that if business does not accept a fair measure of responsibility for social improvement, the interests of the corporation might actually be jeopardized. . . . By acting on its own initiative, management preserves the flexibility needed to conduct the companys affairs in a positive, efficient, and adaptive manner. The report averred that looking beyond todays bottom line would pay off in the long run by reducing social costs, dampening radical antibusiness protest, and attenuation the likelihood of government intervention into business affairs. certainly, the stability and public acceptance of business itself were said to be at risk: Indiscriminate opposition to social change [by business] not simply jeopardizes the interest of the single corporation, but also affects negatively the interest all corporations have in maintaining a climate conducive to the effective functioning of the entire business system. (Frank Abrams, 1951, p. 33). Theorists have, generally, identified four broad areas of corporate responsibility: economic, legal, moral, and social. The major premise of the four areas is found in the basic nature of the corporation, which is a surreptitiously based, economic entity with jural standing, whose members are expected to make decisions that will have a noteworthy impact on a number of constituents (Brummer, 1991). Thinkers and researchers do not always agree that a corporation has all four responsibilities. Some do not consider that corporations have a moral responsibility; others believe that moral and social responsibilities come after economic and legal ones. The economic responsibilities of corporations have been distinct in many ways. Milton Freidman, for instance, states that the economic responsibility of a firm is distinct by the corporate intervening goal. To him, a corporate overriding goal is maximum returns to investors. As long as a corporation works on the way to achieving this goal, it is deemed economically responsible (Freidman, 1970). Based on the same philosophy, Manne (Manne and Wallich, 1972) argues that the intervening goal of the corporation is to maximize shareholders profits. In the majority of instances, maximizing investors returns would lead to utmost profits, and vice versa. Herbert Simon, on the other hand, disagrees with the perception of profit maximization and strongly argues for profit satisfying. He contends that because executives should respond to a number of other objectives, factors, and constraints, and must do so in the framework of what he calls bounded rationality, they in fact seek to reach a mere satisfactory level of profit. Whether maximization or satisfying, economic responsibility proponents consider that the number one responsibility of businesses is, first, its shareholders, and then other constituents. However, the dilemma concerning the issue of harmonizing the firms economic association with its social orientation still lingers. A step in the direction of easing the confusion was taken while an inclusive definition of corporate social responsibility (CSR) was developed. A four-part conceptualization of CSR integrated the idea that the corporation has not only economic and legal responsibilities but ethical and philanthropic responsibilities as well (Carroll, 1979). The major point here is that for social responsibility to be established as legitimate, it had to address the entire spectrum of compulsions that business has to society, including the most elemental economic. Organizational responsiveness to social needs had its unveiling when early industrialists reacted to the social problem that industrialization was seen to have caused. Early on, economists as well as philosophers began to argue regarding the role of business in society and regarding what responsibility business has to society. Later, social theorists for instance Bell (1976), Bellah (Bellah et al. , 1985), and Wolfe (1989) continued the debate and raised it to a higher level of concept. They were not just concerned about the responsibility of the corporation as a social body but even more concerned concerning how the corporate revolution has altered social life. A recent evaluation of the literature recognizes no less than nine meanings for social accountability. The nine meanings were categorized by Sethi (1997) into three categories: social obligation, social reaction, as well as social responsiveness. Social obligation entails that a corporation engages in communally responsible behavior when it follows a profit within the constraints of law as forced by society. Consequently legal behavior in pursuit of profit is a communally responsible behavior, and any behavior not legal is socially negligent. Proponents of social responsibility as social compulsion offer four primary arguments to support their views first, they retain that corporations are accountable to their shareholders. Consequently, managers have the responsibility to manage the corporation in a way that would exploit owners interests. Second, socially responsible projects such as social improvement programs must be determined by law and left to the contributions of private individuals. Consequently, the government, through legislation, is best equipped to determine the nature of social development programs and to comprehend social enhancements in society. Businesses contribute in this regard by paying taxes to the government that correctly determines how they should be allocated. Third, it is a violation of management contract to give out corporate profits for social improvement programs. These actions amount to taxation without representation, according to Friedman (1970). Management is taxing the shareholders by expenditure their money on activities, which does not contribute directly to maximizing shareholders interests. Additionally, because managers are not elected public officials, they are taking actions that affect society without being accountable to society. Fourth, many people who subscribe to this school of thought believe that social programs financed by corporate managers might work to the disadvantage of society. In this sense, financial costs of social activities can, eventually, cause the price of the companys goods and services to increase, and customers would pay the bill.

Dyson Marketing Communications

Dyson Marketing Communications Dyson Appliances Limited is a UK based company which is a market leader in selling vacuum cleaners in UK, US, Australia, Japan and rest of Europe. It started marketing its vacuum cleaners in 1993 in UK. It has been branded the No.18 consumer superbrand for the year 2010 in UK. Dyson is not known as a manufacturer of electronic products but has been acquainted to the public as a technological innovative company. Innovation and invention is the heart of Dyson Ltd. It This private limited company was founded by James Dyson an industrial designer. To make the most effectively and world wide selling brand of vacuum cleaners is the mission statement of Dyson Ltd, with time Dyson has evolved into other products in the same home appliances category as the Washing machine, Bladeless fan and hand dryers. Being a private company all the details about the company are not available to the public, but the best of information has tried to be extracted from the available research papers, newspapers and websites. James Dyson attended Londons Byam Shaw art school and was specialising in painting. But painting beautiful objects wasnt enough to quell curiosity, he wanted to make, and then he joined the Royal College of Art, where James studied architecture, but instead of colonnades and cladding, robust marine engineering was the order of the day. He developed a flat-hulled high-speed landing craft and, with it, his passion for engineering. Pretty soon, hed also developed a new kind of wheelbarrow one with a big fat ball that didnt sink into mud and chunky feet for stability. All the while learning to take risks, make mistakes and use frustration as a fuel for creativity and solving problems. Dyson vacuums are exhibited in museums around the world, including the New York Museum  of Modern Art, the San Francisco Museum of Modern Art, the Science Museum in London,  Pariss Centre Georges Pompidou, and the Danish Design Centre in Copenhagen. New ideas are the lifeblood of Dyson. Making Mistakes, failure and home trials are guiding principles of Dyson which invests around 50% of its incomes for further development. Dyson Key Markets and Areas of operation Being started commercial operations in the year 1993 in UK. Dyson has now consolidated its position as the market leader in the vacuum cleaner section in UK. It has presence across all over the world. Based on the available information Dyson sold its products in more than 40 countries. What is Marketing Communication The word Marketing Communication is made of 2 words which can be interpreted in their individual capacity. Hence, the meaning of Marketing Communication is varied due to changing interpretation of the base words. Marketing Marketing may be defined as the process by which organizations create interest of customers in products or services they produce. Marketing implies selling and a goal of effective benefit for the communicator. (Marketing Communication and the Hierarchy of Effects- Michael L. Ray) In the global context, global marketing can be defined as the firms commitment to coordinate its marketing activities across national boundaries in order to find and satisfy global customer needs better than the competition. This implies that the firm is able to: Develop a global marketing strategy based on similarities and differences between markets; Exploit the knowledge of the headquarters through worldwide diffusion (learning) and adaptations; Transfer knowledge and best practices from any of its markets and use them in other international markets. (From Global Marketing- Svend Hollensen) Communication Communication is a process of interaction of messages among persons through a communication channel or a medium. Communication is the exchange and flow of information and ideas from one person to another; it involves a sender transmitting an idea, information, or feeling to a receiver (U.S. Army, 1983). Effective communication occurs only if the receiver understands the exact information or idea that the sender intended to transmit. Marketing Communication In the context of marketing, communication is the message communicated by the organization for its intended or prospective customer, to ignite the buying process by such a customer. Effective Marketing Communication is one which would effect the sale of a product or a service. Marketing Communication (Marcom) is a subfield of marketing which involves personal selling, advertising, publicity, public relations, reseller support- merchandising, product sampling and packaging. These are all communication tools and the subfield is really an attempt to bring together several diverse part of the marketing mix under one conceptual framework based on communication research and theory. Marketing Communications is a critical aspect of a companys overall marketing mission and a major determination of its success. The marketing communications components of the marketing mix have increased in the importance dramatically during the past decade. Indeed, it has been claimed that marketing in the 1990s is the communication and communication is marketing. The two are inseparable Shimp (2000) Marcom cannot be just used for marketing alone but Marcom techniques can be used for a variety of other purposes such as for a political campaign, improvement in health practices, changes in societal beliefs etc. Thus marcom applies for persuasive mass media campaigns of all types. (Marketing Communication and the Hierarchy of Effects- Michael L. Ray) Role of marketing Communications Marketing communications (marcom) represents all the consumer oriented materials such as leaflets, press releases, Web sites, and trade show presentations. The importance generated of marcom planning is due to the direct relation of such planning to the customer, which makes marcom planning an important activity for the company. Thoughtfully written marcom plans: Enables the company to handle a large number of products, areas and consumer interactions in one single tone. Creation of integrated communication channels by a varied team of people. Assist the messages to grow above the sphere of the marketplace and continuously reach the target audiences. Provides superior results in terms of efforts of time and money. Tools of Marketing Communication For any organisation, the tools of marketing communications includes distributing information, promoting brand, image and reputation, creating and stabilizing product and service demand, emphasizing features and benefits, providing competitive differentiation, generating sales leads, ensuring customer retention and loyalty, and motivating staff. Some tools are as follows: Advertising Advertising is defined as any form of communication made by a public or a private undertaking in connection with trade, industrial activity, business, craft or profession in order to promote, directly or indirectly: a) the commercialisation of any goods or services, b) any ideas or principles, initiatives or institutions. Advertising is an impersonal, mass medium form of communication, in which the person who wants to communicate the message incurs a monetary cost for transmitting the message through a selected medium. It reaches a large number of audiences in a discrete way. There are two main functions of advertising: Influencing the demand for commodities and Managing awareness and understanding of the entity in an entirety. The various types of media which could be used for advertising are: Print media advertising like in the newspapers, periodicals, directories etc. Broadcast media advertising in the form of television and radio for mass penetration at a relatively lower cost per person reached. Outdoor advertising like the billboards on roads, bus-stops etc. Enclosed advertising like a store displaying its name inside the store. Digital and other media like telephony advertising, cinema advertising, online and internet marketing. Sales promotion Sales promotion is offering to the consumers extra or additional value. Such an additional value may be created by offering say Buy One get One products, or Half Price products, free products/ samples, extra quantity of the same goods at no extra price, discounts and price reductions. Hence the main objective of sales promotion is to encourage certain behaviour of audience, often to effect sales for the organization. Such a tool attracts new customers and help retain existing base. Direct marketing Direct marketing is the total of activities by which products and services are offered to market segments in one or more media for informational purposes or to solicit a direct response from a present or prospective customer or contributor by mail, telephone or personal visit. (Onkvisit and Shaw 1993, p717). Direct marketing is concerned with the management of customer behaviour and is used to complement the strengths and weaknesses of the other communications disciplines used to communicate directly with individual customers and often carry a behavioural (call to action) message. Fill, C. (2009), Marketing Communications Interactivity, Communities and content. Thus we can understand by direct marketing as all the activities undertaken by seller which help to communicate directly with the buyers for the purpose of effecting an action by the buyer Public Relations PR or publicity is the marketing communications function or activity undertaken by the organisations which carries out programmes designed to earn public understanding an acceptance. (Svend Hollensen Global Marketing, Pg: 554). Being a component of society an entity has to protect the interest of itself as well as its stakeholders (society in general )and therefore has to have effective marcom for good public relations. It involves both internal as well as external communication Personal Selling Unlike Advertising, personal selling is a dual way or more than 2 persons involved communication process which enables instant feedback and is not disturbed much by the noise like in advertising. It is an intense communication process and requires skills for effective communication, but it also enjoys high flexibility. Market Segmentation Market segmentation is the division of a market into different groups of customers with distinctly similar needs and product/service requirements. Targeting To determine which, if any, of the segments uncovered in the market segmentation should be targeted. Such segments are to be specifically targeted by the organization. Positioning The act of designing the companys offering and image so that they occupy a meaningful and distinct competitive position in the target customers minds. Integrated Marketing Communication The concept of IMC took birth in the US in the late 1980s. The Caywood, Schultz and Wang presented in 1991 the concept of IMC after a survey was conducted by Northwestern university with national goods advertisers in USA. Schultz defined IMC as, Broadly defined, IMC is a concept of marketing communication planning that recognizes the added value of using a comprehensive plan to evaluate the strategic roles of a variety of communication disciplines. It combines these disciplines to provide clarity, consistency and maximum communication impact. (Schultz et al, 1993). Proponents of IMC contend that it represents a logical first step in the transition from outbound product driven communication to the more interactive consumer and behaviour oriented approaches of the twenty first century. (Kitchen and Schultz, 1999). Thus we can understand from IMC that it is a process by which all forms of marketing communication are managed in such a way that the prospective customer or public are delivered a plain, constant and convincing message about the entity and its products. (An inside-out approach to integrated marketing communication-An international analysis by Gayle Kerr, Don Schultz, Charles Patti, Ilchul Kim) Among the differing definitions of IMC, Shimp has tried to find the unique features of IMC in 2000 as follows: The primary objective of IMC is to affect behaviour through directed communication. IMC process starts with the buyer or prospect and ends with the brand communicator. IMC uses all types of communication and all means and company contacts as message release channels For a stronger brand image synergy and coordination are utmost important. IMC entails marketing communication build lasting relationship between the brand and the buyer. Thus we can conclude that IMC is the planning, coordinating, controlling, integrating and managing the various communications which evolve from an organization towards its outside environment or external environment. Marketing Communications Strategies and Tactics employed by Dyson To understand the marketing communication strategy of Dyson, it is very important to know a brief history of the company which will help us understand the future course of marketing for the company. James Dyson had started working on his vacuum cleaner idea since 1978. His idea was to build a bagless, filterless vacuum cleaner. In the 1980s he approached Hoover Company which was the market leader of that time to take up his idea, but it was not accepted by Hoover. Undeterred by the Hoover snub, Dyson continued to work on his concept of vacuum cleaner. After 15 years of hard work, determination, toil and frustration and testing 5000 prototypes James finally launched the Dyson Cyclone DC01 Vacuum cleaner which was based on the effect of a tornado in 1993. The company for the next 12 years put almost 100 % of its profits for further RD expanding its team of scientists from a meagre 3 scientists to 350 scientists. In interview with a leading advertsing magazine, Dysons global marketing director, Clare Mullin, stressed the companys pledge to development, saying, Were an engineering-led company, not a marketing-led company. Thus the overall stress of the company can be found out to be technology, development, innovation and invention. This is a marked difference between a profit oriented commercial company and Duson. Dyson is an innovative, technology company not just any other company. This is the basis of marketing communication of Dyson that it is different. Context Analysis SWOT Analysis Strengths Technologically superior product offering Brand Image Loyal Customer base Financial Strength and higher profitability High Revenue generation Can earn premium on its product offerings Weakness Lower sales quantity than competitors Limited number of item offering in portfolio compared to larger competitors Limited resources Opportunities Qualitywise superior offering is always in demand everywhere. New untapped markets. Increasing sales by reducing prices. Threats Susceptible to cyclical changes as in recessionary conditions cheaper substitutes may be preferred. Branding as expensive products. Better product offerings by competitors at relatively lower prices. Strategic Mission and Objectives To build the most effective and efficient vacuum cleaners brand. Be a world leader in the vacuum cleaners brand To build world class cutting age electronic appliances for improving peoples lives To be technologically innovative To invest heavily in development for future sustenance of business Sr. No. UK markets US Markets To maintain the market leader position in the vacuum cleaner segment To maintain the market leader position in the vacuum cleaner segment Marketing Objectives To be a market leader in the vacuum cleaning and home appliances business. To market company as a technologically advanced company producing high quality products for improving daily lives. Sr. No. UK markets US Markets To maintain and consolidate the market leader position in the vacuum cleaner segment (2002) To rapidly enter into the market and capture the vacuum cleaning markets(2002) To increase sales by a certain percentage say 5% To increase sales by say 10% Marketing Communications Objectives Communications Impact- the objective of any marketing communication is too effectuate sales and promote the brand image of the organization. Credibility- It is the value attached by the customers Cost- These are the costs attached to the marketing communications. Control- The level of control which can be exercised on the marketing communication through different tools. The use of different tools entail acahievement of different objactives as may be predecided by the organization. Marketing Communication Message Objectives Differentiate- Dyson has tried to differentiate its products by stressing the superior technology of the product. Dont Lose the Suction Campaign very well pronounces the differentiation of Dyson products from its competitors product. Remind- This messages involve repeating the messages earlier delivered. This consolidates and Strengthens previous communication. Dyson states that his messages are boring, but still it shows the companys seriousness towards its business. Inform- This involves informing and educating the qualities of the product. Dysons product in US and UK do the same function of informing qualities to the customers. Persuade- This induces the customers to take action towards buying the product. In short, the marketing communication message objective should be to attract, maintain and inform consumers about the brand. Marketing Communication Strategies (3 Ps) The adoption of the strategy is based on the Product Life cycle and the particular marketing objectives: Pull Strategy Push strategy and Profile Strategy UK and Europe Markets Dyson believed in its products to be the advertising tools. For a technology enhanced quality product the word of mouth is the best form of advertising or marketing communication. In Europe Dyson enjoyed a huge word of mouth advertising, hence the need for specific high budgets or cost allocation to marketing communication was less. One more way of communication was through recommendation of store staffs. US market After tasting success on the European Continent, Dyson embarked on new voyages to the Unites States. The entry of the high priced, British made vacuum cleaner in US coincided with the recession and dwindling US Vacuum industry in 2002. But the creator of vacuum cleaner James Dyson also presiding Dyson Ltd was upbeat about the success of vacuum cleaner in US markets. Such an upbeat mood was due to the knowledge of placing a high technology product in the hands of customers creating value for the product. The tools of mouth to mouth marketing communication was not feasible in US as people were not so close and distances separated people. DOESNT LOSE SUCTION CAMPAIGN Fallon Worldwide, an ad agency won the advertising contact from Dyson and launched a campaign in USA in 2002 by the name Doesnt Lose Suction to showcase the superior technology of Dyson products in the vacuum cleaning business segment which needed an improvement and a change as per Dyson. Part Two For the selection of an organization, we have selected Apple Inc. as our organization. The company is to launch a Summer campaign for the launch of its Iphone-5 in the UK Markets. Launch date is on June 1 2011 Apple Inc. Objectives Based on the organizational motto of Think Differently, Apple Inc has its stated objectives of focusing on satisfying personal consumer demands rather than merely fulfilling a demographic requirement as well as, improving performance and stability rather than introducing new features when releasing new versions of any product. Brand Mission The Apple Iphone brand mission is to bring best mobile experience to everyone. Brand Vision The Iphone brand vision is to empower everyone with the latest cutting age mobile technology. Brand Objectives Producing a phone which caters to all the basic requirements of a mobile. Build strong brand orientation. To cater to the niche segment of the market. Introducing latest and innovative technology in mobile phone experience. To present an internet facilitating smartphone along with the Ipod and improved version of Iphone 3 and Iphone 4 Features Improved network connectivity than Iphone 4 Camera for photography and video needs for special moments, 8 MP Camera including a camera for video calls. Sleek and stylish features 64/128 GB Memory for extra storage needs One Touch email technology Upcoming 4G Networking technology. Inbuilt Apple GPS Navigation system. One push connectivity Highest resolution screen in the phone market. Touch screen with scratch proof technology Situational Analysis SWOT Analysis Strengths Higher price helps maintaining it as a mobile for niche people, hence demand is maintained. It is the most handy phone available in the market. Thousands of software applications are available specifically made for Apple on Istores. Upgradability is possible due to software upgradation. Brand Knowledge makes Apple products sell as hotcakes. It has best touch screen resolution in the market. Most suitable for entertainment purposes attracting young people towards Iphone. Weakness High price deters some customers Not much suitable for business purposes. Opportunities Relatively smaller segment of smartphone has scope for development. Branding as an innovator and revolutionizing products. IStore provides a continous stream of revenue even after sale of Iphones. Perceived luxury value to Iphone has result of increasing demand. Opportunities to tie up with many companies for creating Iphone applications. Threats Competitors coming up with better quality and better features for phone Apparent pressure for reducing prices. Target Customer profile Market Segmentation This involves identifying the similar groups of customers. For Iphone similar groups of customers maybe male/ female, amateurs/ professionals/ corporate persons, students etc. Target Market Iphone target market is the group of people who want smart phones as well as entertainment devices. The target may include cream class of people, who like to boost features. For business needs professionals, corporate personnel are to be targeted. The primary target would be the upper middle income persons. They would be targeted as the phone is build based on their requirements. The secondary target could be the university students, high school and college students who need a all-in one device. Corporate customers for large orders are also to be targeted. Positioning The Iphone 5 is to be positioned as a revolutionary product, differentiating from all the available phones in the market. It is to be marketed as an Apple brand, a symbol of quality. To be promoted as a computer which is a phone. Marketing Objective A high target has been set up for the first 2 years of launch in UK and USA: In the first year, 2 lacs of Iphone to be sold in UK based on our past performance of Iphone sales. In the 2nd year, an increase of 20% in the sales target over 1st year is contemplated. Marketing Strategy Product The Iphone has the great features as described above. Price The Iphone is competitively priced at  £450 in the UK markets. But in agreement with network providers like Vodafone, T- mobile, 3, Orange, O2 etc, competitive and best deals would be provided for the customers. Promotion As the target groups are found out, targeting the target group with the latest promotional media. Large scale TV advertisments. Regular advertisements for full 2 years period. Creative advertisement. Creation of hype around the phone. Place (Distribution) Large scale distribution of phones before the day of launch based on the past experinces of rush on the launch day and shortages within hours of launch. Message and Creative idea If you are not using Iphone5, you are missing out on something!!!. Have you tried your hand at the new Iphone. Iphone5, This changes everything again!!! Budget Based on the targeted sales of 2 lacs Iphone5 , the revenues turn out to be ( £450 * 200000) =  £90,000,000. We would work out the initial marketing communication expense at say 20% of revenues, then we have a total of  £18,000,000 for our marketing. Reference and Bibliography Svend Hollensen: Global Marketing- A decision oriented Approach, Fourth edition, Pearson- Prentice Hall http://www.jiffynotes.com/a_study_guides/book_notes_add/emmc_0000_0002_0/emmc_0000_0002_0_00096.html http://www.superbrands.uk.com/Pages/DocumentManager/ConsumerTop500_2010.pdf http://ristiuty.edublogs.org/files/2008/11/integrated-marketing-communication.pdf http://www.iphoners.com/threads/iphone-marketing-plan.141/ (Accessed on 17-1-2011) http://www.howtobeamarketer.com/articles/marketing-mix/4-promotion-marketing-communications/46-integrated-marketing-communications-templates-word-powerpoint-and-pdf (Accessed on 17-1-2011) Used for IMC Plan Diagram

Differences between Macro and Micro sociology

Differences between Macro and Micro sociology Explain the differences between Macro and Micro sociology. Identify some of the key sociological approaches in both areas. Which do you think is more useful for studying society and why? Giddens (1989) defines sociology in the following way: Sociology is the study of human social life, groups and societies. It is a dazzling and compelling enterprise, having as its subject matter our own behaviour as social beings. The scope of sociology is extremely wide, ranging from the analysis of passing encounters between individuals in the street up to the investigation of world-wide social processes. Sociology is a significant subject so it is almost impossible to know all its aspect, it is only possible to learn how to apply sociological imagination , that is why all the sociological  theories may be broadly  divided into macro and  micro approaches, which will be deeper discussed and considered from each angle in this essay. Macro sociology studies social structures, communities, big social groups, layers, systems and processes that occur in them. The social community such as civilization is the main objective of macro sociology. It is not focused on detailed analysis of certain problems and situations; its target is a complex understanding of the issue. Macro sociological approach to phenomena is associated with the social world systems and its interaction with different types of culture, social institutions (complex social forms), social structures and global processes. Mainly macro sociology concentrates on the models of behavior that help to understand society as a whole. The main concepts of macro sociology are: society, culture, social institutions, social system, structure and also global social processes. Macro sociologists argue that society is in a more priority than individual as his behavior is formed by society he was born and brought up in. Macro sociology includes several important sociolo gical perspectives such as: functionalism that focuses on relationship between the parts of society and how aspects of society are functional and Conflict Theory which main focus is competition for scarce resources and how the elite control the poor and weak. Micro sociology  is one of the main branches of  sociology, examining the nature of everyday human  social interactions  and  agency  on a small scale. Micro sociology is based on interpretative analysis rather than statistical or empirical observation. It includes a theory of Symbolic interactionism that focuses on the use of symbols and face-to-face interactions. Micro sociology appeared in the late 30s of this century and had another name sociometry. This term is associated with Jacob L. Moreno, who was a  Jewish  Romanian-born  Austrian-American  leading  psychiatrist, sociologist, thinker and  educator. During his lifetime, he was recognized as one of the leading social scientists. Sociometry has got very original research methods, which are widely used as  a general scientific  tool  in  various  social  studies. For Moreno three the most important concepts of the sociometry were: socius companion, metrum measurement and drama action. Mor eno (1948) defines sociometry as the inquiry into the evolution and organization of groups and the position of individuals within them.  For  Moreno  and  other  representatives of  sociometry the main  object of  research  is an existing small  social groups and the most  important,  what  characterizes these social groups is  the peoples emotional  relationship  with each other that is  forming  an atomistic  structure of  society. Simple  observations are not  able to  capture these  relationships,  but  they can  be  identified by  using specific  measurement methods,  particularly survey  techniques  and processing of data. For example: sociometric tests, sociomatrices and sociograms. This  technique allows  detecting the  actual  situations of conflict  and  efforts  to eliminate them. The creation of sociometry has importantly contributed to the sociology and is considered to be one of the most si gnificant achievements of sociology as a science for the entire period of its existence.  The introduction of quantitative methods in sociology considerably transformed it and allowed to study with unprecedented accuracy.  One of the most significant consequences of creation of the micro sociology has become the increase of interest and opportunities for social research in the study of various problems of human existence with the use of quantative methods and modern computer technologies. Functionalists mainly  focus on the  macrostructures  of society,  but representatives  of symbolic  interactionism  are usually  more concerned about micro aspects  of social life. Also they argue that micro sociology is more useful for studying society. For instance  John  H.Mead and  H.  Blumer  studied the  social  interaction  of individuals  and  speculated  how  they manage to  coordinate their actions with each other. The Representatives of symbolic interactionism emphasize the fact that people are social beings.  However, in comparison with ants, bees, termites and other insects, that are leading a social life, people almost do not have any inherent models of behavior that connect us with each other. Consequently,  if people have essentially no inherent nature of the mechanisms of social behaviuor it is not clear how society can be created.  Representatives of symbolic interactionism find the answer in the ability of people to communicate through the symbols. Geogre Herbert Meed (1863-1931) and other representatives of symbolic interactionism state that we perform an act by conforming to the meaning we put in it. Generally Blumer states that the meaning is not something initially related to the things, on the contrary, it is characteristic which emerges from the interaction between people in their everyday life. In other  words, social  reality  is created  by people  when they  act  in this  world and  interpret  events  occurring in  it. Nietzsches 1880s notebooks repeatedly state that there are no facts, only interpretations. We  choose the  facts  from the  universal  context  by  the activity  of our  brain , and  because of that all  the facts  are the creations  of a man.  Accordingly, representatives of  symbolic  interactionism  believe  that  we perceive the world  as  constructed  reality. All  this leads  representatives  of symbolic interactionism  to the conclusion  that  if  sociologists  want to  study the  life  of society, they must first understand the  words  and actions of  members of  this society,  taking  their  point  of view.  This  theory  was largely  influenced by  Weberian  concept  of understanding  (Verstehen) or empathetic understanding. This gives an opportunity to the sociologists to mentally put themselves into the other persons shoes and thus obtain an interpretive understanding of the meanings of individuals behaviours. To conclude, the advantage  of this approach  is that  it  introduces the  people in the  panorama of  sociological research.  It  pays  attention  to  the activities  of individuals  in  their  daily  lives and  sees that the  people  are not robots that mechanically carry out the orders of social rules and institutional norms  but beings that are  living  their  lives  and have got and ability to  think. Through interaction, they operate on symbols and meanings à ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬ ¹that enable them to interpret the situation, assess the advantages and disadvantages of certain actions and then choose one of them.  Thus, representatives of symbolic interactionism suggest the image of a man as an individual, actively shaping his behavior, rather than passively reacting to external dictates of structural limitations.

My Philosophy of Education Essay -- Philosophy of Teaching Educational

My Philosophy of Education Is there a certain set of guidelines that need to be followed when teaching? If so, what should the main points of these rules be? I believe that when teaching, an instructor needs to consider the nature of the students and the importance of a good education. A teacher should also have some sort of idea about the teaching methods that should be used in the classroom. I believe that all students are capable of learning when given the opportunity. Children are not born evil. They are just simply born with a curiosity for new things. I think that the environment of a child affects their ability to learn. For instance, if a child is sent into a classroom where the temperature is constantly uncomfortable, the child’s attention will be diverted away from the lesson. A student needs to feel comfortable and relaxed when attempting to learn something new. I also feel that lessons should be taught on the level of the students because children do not think the same as adults do. They learn better through their experiences. Therefore, lessons should be as simple as possible and involve some sort of hands-on learning experiments. I think that the nature of knowledge is relative because the truth can vary depending on certain factors. These factors include the individual person, the time, and the place where the truth is created. I believe that a person can develop their own knowledge based upon their own personal beliefs and experiences, whereas, the absolute nature would require the truth to be discovered instead of created. The overall purpose of education is to teach children the skills that are needed to function in the real world. These skills allow the children to receive better jobs, which in turn... ...want my students to respect me; I do not want them to fear me. The areas of particular importance in the elementary curriculum are reading and writing. I will stress these areas because they are used in everyday life for entertainment and other activities. For example, many people read books or magazines to pass the time. Some people write in diaries or write letters to family and friends during their spare time. I believe that students need to have a firm grasp on these two subjects before pursuing further education. In conclusion, there are a set of guidelines that teachers need to follow. These rules are not universal but they are the personal beliefs and goals of the teacher. A teacher needs to have an idea about the nature of the students, the purpose of education, the teaching methods, and curriculum before attempting to educate a class full of students.

Computers Toys Not Tools :: Essays Papers

Computers Toys Not Tools Due to the advances in recent computer technologies, computers are now sold with state-of-the-art, costly equipment that most people do not need. Most computers on the market these days are built to attract the eye of the consumer. They come loaded with hi-tech hardware and catchy tag words like mega RAM, quad-speed drives and digital processing, but the fact is, the computer has been exploited to the American public to attract a broader base of consumers and to change the way we view computers from tools to toys. The modern age has brought countless advances and the most sophisticated technologies the world has ever seen. Over the years, we have all marveled at the exciting developments in the fields of science and electronics. In the beginning, computers stored memory on reels of magnetic film, and the average size of a computer was as big enough to fill a whole room. Gradually, computers were built smaller and faster; however, computers were strictly used for business purposes, and only trained technicians were allowed to operate them. In this day and age, operating computers has become a daily exercise for the majority of the population. Computers are everywhere, and the demand for them is greater now than it ever has been. Today it seems that everyone wants their own compact super machine, not because it will process thousands of bytes worth of information in a blink of an eye, but because it comes in tangerine. Due to the strategic planning of many corporations that would like to see their products in your living room the

The Legalization of Marijuana :: Illegal Drugs Substances Essays

The Legalization of Marijuana The purpose of this paper is to discuss marijuana and compare the issue of legalizing it from both sides. We have two factions fighting each other, those who are pro-marijuana and those who are anti-marijuana. These two factions have been fighting on this issue in the halls of justice for years. Pro marijuana legalization groups such as the Physician's Association for AIDS Care and the National Lymphoma Foundation argue that Marijuana should be legalized in order to treat terminally ill patients. Among them are AIDS victims who find that marijuana stimulates their appetites so they can fight off dangerous emaciation, glaucoma sufferers who said it has prevented them from going blind, and cancer patients for whom it alleviates the severe nausea that often accompanies chemotherapy and sometimes makes lifesaving treatment impossible. Due to all these, lobbying groups which show substantial evidence that marijuana can be used as a prescribed drug. Many advocates who are pro marijuana complain that morphine and cocaine are legal and very dangerous drugs, which brings up the question "why not legalize marijuana as a medical drug" when it is proven safer than cocaine and morphine. Lobbying groups in San Diego, California, unanimously voted to urge president Bill Clinton and congress to end federal restrictions against the use of marijuana for " legitiment medical use". City council women Christine Kehoe said she wanted the city of San Diego "to go on the record we support the medical use of marijuana. Marijuana can be a drug of necessity in the treatment of AIDS, glaucoma, cancer and multiple sclerosis". Many agencies, which are anti marijuana such as, the Drug Enforcement Agency and police departments argue that marijuana shouldn't be legalized. These agencies believe that if marijuana is to become legal, then there will be thousands of more patients using marijuana. Then people will raise the question of "why is marijuana even illegal at all, if its a medicine". The main reason why the Drug Enforcement Agency doesn't want marijuana to be legalized is because their is no hard core evidence that proves marijuana is an effective drug as a medicine. In twenty years of research, there has been no reliable scientific proof that marijuana has any medical value. The American Cancer Society , American Glaucoma Society, the National Multiple Sclerosis Society, the American Academy of Ophthalmology, and the American Medical Association , say that their is no evidence that marijuana is a medicine.

How Does Junk Food Affect Developing Teenagers

The teen years are a time of rapid physical and emotional growth. The nutrients in food serve as the fuel for this development, making a nutritious diet vital for good health during the teen years. â€Å"Junk food† includes items like candy, chips and soda that are high in fat and calories but low in nutrients. Understanding the impact of junk food on developing teens helps highlight the importance of a healthy diet. Weight Gain Overweight and obesity are a threat posed by Junk-food consumption. More than Just a superficial issue, childhood obesity increases the risk for several serious diseases, ncluding heart disease and type 2 diabetes.According to the Centers for Disease Control and Prevention, 70 percent of obese kids observed in one study had at least one risk factor for cardiovascular disease, such as high blood pressure or cholesterol. Junk food causes weight gain by filling the diet with calories and fat rather than nutrients, while large portion sizes make it easy to overindulge in these foods. Sponsored Links Diabetes Penyakit Diabetes bisa dihindari, Hitung Skor Anda disini. www. meetdoctor. com Nutrient Deficiencies Junk food is a poor source of vitamins, minerals and other nutrients teens need for roper health.Filling up on the empty calories in Junk food makes it difficult to obtain nutrients from healthier foods like fruits and vegetables. The University of Minnesota School of Public Health reports that a person's nutrient needs are higher during their adolescent years than at any other time. Failure to consume adequate nutrients during this period can result in delayed physical growth and sexual maturation. Poor nutrition during the teenage years may also lead to increased risk for cancer, osteoporosis and other diseases later in adulthood. DepressionFor some kids, being overweight or obese can have a negative impact on self-esteem and well-being. But there is some evidence that Junk food itself can contribute to poor mental health. Prel iminary research suggests that an unhealthy diet may increase the likelihood of depression in some individuals, dietitian Katherine Zeratsky wrote for MayoClinic. com in 2010. While more studies are needed in this area, a diet rich in fresh fruits and vegetables, lean meats, whole grains and other nutrient-rich foods is a teenager's best bet for a healthy mood. Prevention/SolutionLimiting Junk food rather than avoiding it altogether is usually sufficient to prevent serious health consequences. When eating high-fat or high-sugar foods, limit the amount of calories and fat from other sources that day. Make fresh fruits and vegetables a staple in the diet and keep plenty of healthy snacks in the home to feed hungry teens. Replace soda with skim milk or water and choose whole-grain foods over refined products like cereal, bread and pasta. You and your teen should also discuss proper diet and nutrition with their doctor. How Does Junk Food Affect Developing Teenagers? By alipol

Research: Retailing and Online Shopping Essay

1.1 Introduction: According to Forouzan (2003), the Internet can be defined as a collaboration of more than hundreds of thousands of interconnected networks. More specifically, the Internet is a collection of local, regional and national computer networks that are linked together to exchange data and distribute processing tasks through common language and protocols. Interent shopping refers to any form of shopping that takes place via the Internet where electronic means are used to make purchases at virtual stores. 1.2 Background of study The Internet in current from is primarily a source of communication, information and entertainment but increasingly the Internet is also a vehicle for commercial transaction. With the development of technology, the characteristics of consumers are changing gradually. This new type of shopping mode has been called online shopping. Therefore, online shopping is one of the most important online activities in the current. The advent of online shopping gave retailers one more way to classify consumer with similarities and provide apparent differences from earlier shoppers. Internet and World Wide Web have made it easier, simpler, cheaper and more accessible for businesses and consumers to interact and conduct commercial transaction electronically. This is practically the case when online shopping is compared to the traditional approach of visiting retail stores. Traditional retailers and existing and potential direct marketers acknowledge that the Internet is increasingly used to facilitate online business transactions. The Internet has altered the nature of customer shopping behavior, personal-customer shopping relationships, has many advantages over traditional shopping relationships, has many advantages over traditional shopping delivery channels, and is a major threat to traditional retail store outlets. 1.3 Statement of the Problem The statement of problem could be researched in this thesis as followed: 1. What is the demographic profile of the respondents in terms of: a) Name b) Sex c) National 2. What are the factors that the influence customers online shopping. a) More impulsive in purchases b) Convenience oriented c) Less price 1.4 Significance of Study Online shopping has been a growing phenomenon around the world, especially in countries where well-developed infrastructure exists for marketing activities over the Interent. The Internet has been developing for three decades eventually during the mid-nineties, the commercial use of the internet triggered high expectations in both executives and investors. Online shopping is broadly defined as an activity that includes finding online retailers and products, searching for product information, selecting payment options and communicating with other consumers and retailer as well as purchasing products or services. Consumers today have many categories of shopping choice, they can choose one of category for themselves which is they like and suit for them. The significance of the research is to explore ways in which people converse about and make meaning of online shopping and how this entices them to shop online in a China and Indonesia. I aim to investigate people’s motives for pr eferring to shopping online, as well as their reasons for doing so. 1.5 Scope and Limitation of the Study Because the Internet is a fast-changing environment, and consumers’ attitudes and behavior will likewise change, it is with caution that factors influencing the preference to shopping online are identified among online shoppers. This research primarily examines consumer satisfaction, behavior and industry status. The outcome of this study is limited only to the data gathered from books and journals and from the primary data fathered from the result of the questionnaire survey conducted by the researcher. As the research was completed in a relatively short period of time other factors and variable are not considered. This might have an impact on the results of the study.

Private and Public Culture: Redefining the Borders Essay

Although defining culture into a universal definition that fits every social or academic mold can be a daunting task (Fischer, 2007), it is safe to say that every person in this world belongs to a certain culture. Recent trends in the demographics of America show exactly the possibility of separate cultures interacting, thereby indicating that multiple cultures flourish on that part of the world (Kim, 2001). In a larger sense, each country across the globe is home to a wide variety of cultures. The people who belong to each of these cultures certainly have their own cultural affiliations and the groups of people in each society also have their own as a collective body. As a result, a person, according to Richard Rodriguez, can become someone who is a part of a crowd and someone who is distinct from it. But is there really a distinction between public culture and private culture to begin with? To say the least, the notion of a private culture presumes the existence of a culture that is isolated in nature and is different from other cultures. A private culture, therefore, is one that is exclusive and cannot be easily absorbed by a foreign entity. If there are private cultures—indeed, if there are isolated and exclusive cultures—it is difficult to understand why cultures sometimes overlap with one another, why one culture shares several basic yet significant characteristics with other cultures, or why people have the tendency to absorb other cultures when the necessity and the situation call for it? I think there are no innate differences between public and private cultures simply because the notion of culture, in my opinion, is a state of the mind. Culture is something that is conditioned during the extent of a person’s life. It is something that is taught and passed-on from one generation to the next as a mental idea that seeks to differentiate the self within the group from other groups. In reality, that state of mind is only an excuse for intolerance when there should be no reason to sow hatred or indifference on the basis of cultural distinctions. Such distinctions do not carry actual value that is worth propagating for we live in a world where the only culture that exists is the culture of humanity. That being said, there is a need for college students to search for more than what we have at home simply because the home is not a bottomless source of information. To know the world around and appreciate it in its whole us is to go beyond the limitations imposed by the social institution of family. The task of understanding the rest of humanity requires us to step out of the comfort zones provided by homes and to come face-to-face with people around us. There is the culture called humanity waiting to be explored outside the home. The foundation that our families provide is incomplete in much the same way as that which society and our peers expect of us is similarly partial. There is need to explore both areas because they are two sides of the same coin in a manner of speaking. Initially, we are armed with information provided to us by our families. To develop into more complete human beings, we need to gather more comprehensive information from other sources such as formal learning institutions and social groups. However, breaking away from our families does not mean abandoning them altogether for the sake of living a more rounded life. While it is true that we need to severe ourselves from the clutches of our families at some point in time, it does not necessarily mean that we also have to totally forget them or leave them behind never to return again. What is needed is to learn to remove the limits imposed to us by our families in our attempt to understand the society and the rest of humanity while not failing to remember our so-called â€Å"roots† and tap them whenever the need arises. References Fischer, M. M. J. (2007). Culture and Cultural Analysis as Experimental Systems. Cultural Anthropology, 22(1), 1-65. Kim, E. Y. (2001). The Yin and Yang of American Culture: A Paradox. London: Intercultural Press.

Analysis of Family Guy Essay

Back in the eighth grade at the Pierce elementary school, a few of my friends and I sat around the circular lunch room tables, the same ones where we sat every day of the year. Our discussion shifted to our favorite TV. shows. At the time, I was a big Simpsons fan and I didn’t really watch too many other shows regularly. We would go around blurting out funny lines and quotes from our favorite episodes or recall hilarious incidents. This was when two of my friends were talking about this show Family Guy. Even though I had never seen it, I could tell from their impersonations that it was a funny show. It had the same general theme as The Simpson, but had even crazier and funnier plots and adventures. When I finally saw my first episode in ninth grade, it was an instant classic in my list of favorite shows. From then on I would watch it as mush as it was on and I even got a collection of DVD’s which I watch regularly. This show goes into the life of an average family in Rhode Island. The characters include a mother and father, three children including two awkward and socially challenged teenagers and a talking baby, as well as the talking family dog. It makes fun of things we do every day that may not seem stupid, but really they are unnecessary and pointless. This show is filled with hilarious flash backs to past events, and includes lots of sarcasm as well as some dumb comments and actions by the unintelligent father, Peter. One of my favorite episodes is â€Å"Pre-Retarded†, where Peter finds out he’s retarded and goes around doing stupid, but hilarious things. He wins a game of Trivial Pursuit because his wife gave him ridiculously easy questions from the children’s version including â€Å"What color are fire trucks?† Peter struggles, but eventually gets it right and wins the game, convincing himself that he’s a genius. When he takes the test, he finds out that not only is he not a genius, he’s actually mentally retarded so he bulldozes the house in celebration. This episode is similar, but better than the rest of the episodes, because the plot is typical, but it is filled with more funny comments and random instances. Although this show may seem just like a basic comedy, meant to entertain children, it is really targeted at teens and young adults. The comedy makes fun of other stereotypes and gets away with things that may be considered racist, sexist, anti-Semitic, and homophobic. It portrays these groups of people in the way they are supposed to be seen in society, but shows that the stereotypes aren’t true, by making the stereotypes seem stupid and exaggerated. In another episode when they are trying to get away from a bunch of southerners, the dog, Brian screams â€Å"Look, it’s a newly-married, interracial, gay couple burning the American flag†. It shows how ridiculous they look when they all scream, â€Å"Oh let’s get’em!†, and this way it makes fun of the stereotypes against southerners, and the group of people described in his remark, because the people would never actually do this. The reason I like Family Guy is because it is really one of the funniest, and most genius shows on television. The writers of the show are very intelligent, and smart about what they write. Although this show is hilariously funny, that is just one of its good qualities. It also sends an important ideas about how people are supposed to be seen, and tells us that stereotypes aren’t always true. It makes fun of average things and has long awkward pauses to show how funny our daily routines can be. Although this show may be offensive to some, I believe it is all in good humor. I am Jewish and in some episodes they do make fun of Jews reinforcing the stereotypes, that all Jews are rich accountants, lawyers, or doctors. This is just to make a point, and the writers do not really believe the things they show, because they exaggerate the stereotypes to make them look silly. In a way, this show is a lot like me. On the outside I really enjoy comedies, and basic entertainment that I can laugh about. There are also real issues that are important to me, and other things in my life that I care about besides just humor. This show is very provocative, but I believe it to be very funny as well as important, even if others may not share these same views. This program shows that I am a caring person and I am aware of the realities in life. Like Family Guy, I may be funny and joking on the outside, but we both go deeper on the inside.

Leadership Essay Example | Topics and Well Written Essays - 2000 words - 5

Leadership - Essay Example (Ryan, 2002)Young aspirants for managerial roles are keen to be selected either as project manager or executive manager in a business firm as they will have the scope and proper opportunity to exercise their leadership qualities, explore their talents and lead the firm to prosperity. An executive manager is required to look after development and proper application of both business and strategic goals of an organization. On the other hand a project manager is responsible for fulfilling a project’s deadline within the scheduled period. (Ireland, 2006, 4) To ensure these tasks, both executive manager and project manager supervise and evaluate performance of the subordinates on a regular basis. Team leaders also execute important roles for proper governance of a business house. These managers evaluate performance of the team members as well as the team leader and appraise them according over their performance. At the individual level, they are not only regarded as leaders but at t he same time, for successful functioning of an organization, each of them has to satisfy the roles of leader. Depending over the strong foundation of their leadership an organization receives a perfect ascent. This paper aims at focusing over various theories that deals with the role of a leader and definitions of leadership. It also aims at providing substantial focus over qualities of a person, who wishes to develop as a leader in the field of business management. Effectiveness is the main thing for any style of leadership. Still there are ‘X’ factors which are associated with it. Among them the personality of the leader obviously plays a great role. Other than this, the leader should have a well-established image. This can be taken as ‘greatness’. (Covey, 2004) Currently, the management theories are putting a great deal of emphasis over the factor of greatness in a