Business Ethics Article Example | Topics and Well Written Essays - 250 words - 2

Business Ethics - Article Example In court, Sergeant Brash provided evidence on how he tried to contact the mortgage company, PHH Mortgage. One arm of the company kept sending him late payment notices while the other arm kept refusing his automatic payments. His attorney sued the mortgage company under Georgia and federal laws. Sergeant Brash had taken out the mortgage in November, 2007. The court has finally made a judgment on the case and awarded Brash $21 million dollars. 2. Did PHH Mortgage as a business have any good defense that could oppose the sergeant's suit?. It is the eighth largest mortgage company in the United States and in this case it was pursuing a military man. It could be suggested that PHH Mortgage was doing all it can to maximize profit in favor of the open and free market that is unregulated. Another view would be that it was following a trend of the market, which at this time is to simply move people out of their homes. 3. What is the moral issue involved? Could the Sergeant pay for the home? Y es. It appears there was some duplicity involved on behalf of PHH Mortgage. Rawl's theory of distributive or contractual justice would have people hide behind a "veil of ignorance" to make decisions giving to all the most extensive basic rights of liberty.

To whom it may concern Essay Example for Free

To whom it may concern Essay Early in my career, I was sure I was set for life. I was fresh out of school and one of the starting members of Pusan’s own terrestrial broadcasters. Having only two national broadcasters in Korea at that time, I was helping to start a cornerstone of entertainment. Unfortunately I realized 15 years down the road complacency held me back from my true potential. Traditional media has provided many open roads for me, and what I’ve learned and experienced along the way I am very proud of. Starting as an assistant producer, I was on set for 24 hour periods making sure the set was proper and everybody was where they needed to be. It was hell everyday at different locations, but of course at my young age I didn’t mind. This was a whole new world that I was going to be able to direct. Eventually working my way up, I made a name for myself producing and directing regional variety programs and documentaries. In a way I was directing business decisions of the company and impacting the region’s economy. This position allowed me to raise a family of three and become well known throughout the country. I believed in traditional media with the printed newspapers and linear channels on TV. It took spending a day off with my daughter for me to realize that my thoughts, or rather hopes, of traditional media is far from the direction it is headed. Sure TV and radio will always be utilized but how about the way we watch TV or listen to the radio? How are we going to receive information in the future? Korea is a hotbed for ‘New Media’ with the start of satellite and terrestrial DMB as well as IPTV/VOD services. Never did I imagine the day would come when we can watch TV shows on a 3-Screen service. Traditional form of broadcasting is what I know now. ‘New Media’ is what I need to know in order to evolve, adapt and survive. I decided to take action upon my complacency and go back to school. The media world around me is changing so rapidly, I really should be at the forefront instead of becoming a dinosaur. There are so many things I need to learn about ‘New Media’. Sure the technology has changed and the mediums used are different. I believe though it is the impact of ‘New Media’ on society and the economy that will have the biggest affect which will spread all over the world. What is the next step? What can we do with this new service? How can we shape people’s lifestyles and the way they are entertained? Taking a look at the direction media is headed, I believe interactivity is the key. People want to control what they watch and it all starts with controlling what is on the air or on the Internet. Digital media is allowing viewers at home to shoot, edit, and broadcast what is seen. The rise of You Tube and Yahoo Videos can testify to this. Then there is the â€Å"Real Time† factor. Information is easily accessible where I can get the information I need right now. It is easy to link back how this affects the economy now, but what about the future? What adaptations will be made to the existing technology and where will that lead us? For example, how popular will WiFi be? How will WiFi affect consumer purchasing? How will this in turn affect manufacturing and exporting of new technology? Hitting a little closer to home, I am very interested in learning about IPTV. In my mind, IPTV has limitless reach around the world unlike terrestrial and cable TV, and the cost is much cheaper than satellite. Currently there are three IPTV operators in Korea, all backed by conglomerate giants. Will they survive? If so, what path will they take to ensure dominant market presence? If not, what are the reasons they lost control of a multi-billion dollar market? I attended a seminar a couple years back called ‘Convergence through Divergence’. Here the speaker spoke about how the semiconductor was the start of the digital revolution. According to him, the semiconductor allowed the manufacturing of devices we use today such as the computer, LCD TVs, digital cameras, phones, etc. This allowed the rapid change in digital lifestyle which led me to think what will be the paradigm that shifts media industry? For example when the compact disc was introduced, it was seen as the next step in digitalizing music. Just like LPs and cassette tapes, CDs were sold with whole soundtracks. Who would have imagined back then that sales of CDs would drop 60% today? Because of digital revolution, the music industry will never be the same. The industry will have to come up with new ways to earn profit thus affecting the economy. The same with TV. I remember when only terrestrial TV available, viewer rating would constantly reach as high as 40% to 50% for hit shows. Now with so many outlets and choices for contents, a number one show will get only 20% to 30% of the audience share. Should we continue to lose the audience’s attention or should we adapt to the audience’s focus and utilize new methods to reach them? Obviously losing the audience will mean losing advertisement revenues, but what is the most effective way to retain and even gain more viewers? Sitting at my current position and filling my current role, no matter how diligently I work, will not produce the answer this question. Going back to my original revelation, how did my daughter make me realize I need to change my thought and adapt to changes brought about by the digital revolution? I couldn’t relate to my daughter and what she was saying. Of course people say this is because of a generation gap, but the curious side of me started questioning why she thought how she thought. Where and how was she learning her information and what was it teaching her? I realized her thinking was not incorrect, just not fit for my generation’s way of thinking. The way I watch the news is on TV, at 9pm. The way she gets her news is through DMB, or blogs. And she doesn’t have to wait until 9pm. This made me envision the next shift in media. Anticipating where media is shifting is not easy since the shift will be dependant on many variants of the market. Questions I must ask myself is what are the emerging markets? Does one market affect the direction media is headed or does media control the emergence of certain markets? What area should I focus on in order to fully understand and control the emerging media market? In Korea we talk about the success of CDMA digital phones. We use Japan’s implementation of TDMA in the beginning and the current shift to CDMA as an example of how our network was a risk worth taking. But people fail to talk about the success of GSM world-wide, and compared to GSM, our CDMA system is not so economically successful. I need to be able to make the right decisions in shaping the country’s path for mass media. Instead of thinking locally, I want to focus on globalization of the Korean television industry. I feel the best way to further my career path will be to attend school. Once in school I hope to learn the following topics: Where Media is headed Shifts in media- mobile, IPTV, DMB, Making new media more profitable How to Impact society and business with new media The most important step for me in shaping my future is choosing the right school. I realize where I attend will affect what I learn and my views on my chosen field. I highly anticipate that your scholastic academy can offer me a balanced blend of intellectual challenge as well as a peaceful yet energetic setting for me to continue my studies. I look forward to hearing good news from you and discovering my future in ‘New Media’ together. Thanks. Tel : +82 11 853 6896 E-mail : woo. [emailprotected] com.

Critically Contrasting Personnel Management and Human Resource Management

Critically Contrasting Personnel Management and Human Resource Management 1. INTRODUCTION Over the last few decades with the onset of the industrial revolution, the work place has seen a change in stance with respect to its people working in organizations. The key theme resonates around the ever increasing importance being given to the employees or the human resource. It started with what theorists referred to as personnel management. Some theorists believe that personnel management evolved in to what is now called human resource management while others draw significant strategic and operational differences between them (Torrington et al. 2005). The basic difference that the researchers find between these two is their area of focus within the organisation. Personnel management looks primarily into administrative aspects of the organisation while, Human resource management, on the other hand, looks after developing, retaining and growing the human aspect the organisation. In most organisations today we see a growing importance given to this function at strategic levels. In this essay, the theory that exists for personnel management and human resource management will be critically contrasted and analysed to come to a conclusion in the debate mentioned in the previous paragraph. A number of theorists look at each of these as independent elements as well as relational elements and this essay explains the establishment of the context of each of the elements i.e. personnel management and human resource management, the change or the perceived transformation of personnel management to human resource management and drawing differences and similarities found in the existing literature to conclusively define whether there is a difference between the two or is Human Resource Management a term which is purely an evolution of personnel management. 2. THEORY AND PHILOSOPHY OF PERSONNEL MANAGEMENT AND HUMAN RESOURCE MANAGEMENT There has been a significant amount of literature that has been critical of personnel management of being low on organisational status in the recent years. The perception is widely held that the function of personnel management is limited in a reactive and administrative position and fails to hold relevance to the aims of the organisation. To elucidate this perception it should function at a strategic level (Lundy, 1994). Authors such as Drucker (1968), Watson (1977), Legge (1978) and Rowland and Summers (1981) relate personnel management to an administrative role. This could include payroll, maintaining practices with respect to regulation and other such activities. Torrington and Hall (1987) noted that personnel management looks towards the line manager for the as a key driver for the integration to the overall organizational goals. However the lack of strategic direction sometimes causes a conflict with the overall role of the manager which is more strategic in nature. Lundy (1994 ) noted that the establishment of the trade unions in UK along with the subsequent welfare movement that began with the onset of the industrial revolution in the early 19th century became the underlying cause of this conflict. Trade unions meant the workers were represented, were informed and could now demand and fight for their rights while line managers and governments considered labour as commodity. This lack of strategic composition in personnel management began to see the emergence of Human Resource Management as a replacement term. The pitfalls that were once faced with the administrative outlook of the personnel management were being eliminated by extended the boundaries to generate a more strategic role within the organization. Hence, human resource planning became aligned and was getting integrated with the overall organizational strategy. HRM, according to Bratton and Gold (2003), is a strategic approach to managing employment relations which emphasizes that leveraging peoples capabilities is critical in achieving competitive advantage. Torrington et al (2005) describe human resource management as a philosophy that deals with the carrying out of organisational activities that are people oriented and that extends to those who are not employed in the organisation. Human resource management is now, in the English speaking world, the most extensively used term that describes the activities of the management in terms of employment relationship (Boxall and Purcell 2003). A significant number of changes took place around 1994 with relation to trade unions, organisational restructuring. There was also a rise in the atypical forms of employment. With respect to these changes Beardwell and Holden (1994) suggest that: Any assessment of the emergence of Human Resource Management has, at least, to take account of this changing context of employment and provide some explanations as to the relationships that exist between the contribution HRM has made to some of these changes on one hand and, on the other hand, the impact that such changes have had on the theory and practice of HRM itself (p. 5). The human resource management can be looked at in the light of five aspects. First, the senior management considers the people problems at a more serious level. The overall delegation of responsibility lies with the line manager. Second, team work, communicating, and empowerment within employees is given a high level of importance. Third, employee development through the facilitation of training allows the employee to contribute more substantially to the organization. Fourth, every employee is considered as an individual. His or her needs are carefully assessed and emphasis is given to them. Lastly, the overall fit is considered to be around the greater strategic fit of the organization. 3. PERSONNEL MANAGEMENT VERSUS HUMAN RESOURCE MANAGEMENT Personnel management is conventionally believed as having little focus over the business links that are broader in nature and it is believed that it concentrates more on the activities of the personnel professionals and also on the operational techniques within the organisation. Thus the function of it is seen as low administrative record keeping and maintenance of people. In contrast to this function, human resource management is considered to concentrate more on the business linkages and also in comparison to personnel management it is usually labelled as an established and good people management practice (Redman and Wilkinson 2006). Legge 1995 (in Beardwell and Claydon 2007: 9), lists out three significant points that show that human resource management differs from personnel management. First, HRM is concerned with the responsibility of the top managers for the management of the culture. Secondly, she states that personnel management appears to be something performed on subordin ates by managers rather than something that the latter experience themselves. Finally, she says that human resource management defines the role of the line- managers rather than personnel managers. She further argues that the three differences stated above emphasize on human resource management, in theory, of being more of a central strategic management task as compared to personnel management. Armstrong (2006) states that human resource management lays more emphasis on the strategic fit and integration and its philosophy is management and business oriented. He contrasts Human resource management from personnel management on the basis that achievement of commitment and the management of the organisation culture are given more emphasis by HRM than personnel management. Storey (1992) and Guest (1987) each carefully differentiate personnel management and human resource management. The approaches considered by both also vary. Storey (1992) looks at the differences in light of the practical aspect; Guest (1987) draws more on the psychological aspects between the two. Points of difference between Personnel management and HRM as noted by Storey (1992) Dimension Personal Management HRM 1. Beliefs and assumptions Contract Behaviour Referent Conflict Careful delineation of written contracts Norms/ customs and practice. Institutionalized. Aim to go beyond contract. Values or mission. De emphasized. 2. Strategic aspects Key relations Initiatives Corporate plan Speed of action Labour management. Piecemeal. Marginal to. Slow. Customer. Integrated. Central to. Fast. 3. Line Management Management role Key managers Communication Standardization Transactional leadership. Personnel specialists. Indirect communication. High (e.g. parity an issue). Transformational leadership. General/business/line managers. Direct communication. Low (e.g. parity not seen as relevant). 4. Key levers Selection Pay Job design Training and development Foci of attention for interventions Separate, marginal task. Job evaluation (fixed grades). Division of labour. Controlled access to courses. Personnel procedures. Integrated, key task. Performance related. Teamwork. Learning companies. Wide ranging cultural, structural and personnel strategies. TABLE: Difference between Personnel Management and Human Resource Management. Source: Storey, 1992: 35 In the table above, Storey (1992) lists possible differences that are present between personnel management and human resource management. These differences describe the strategic aspect of personnel management as labour management and of Human resource management as customer management. Conventional personnel management focuses more on rules and norms, customs of the organisation and the practices which have already been established, whereas the human resource management tends to be more inclined towards giving importance to the values and mission that are set for the organisation. The personnel management approach is particular about the establishment of policies and procedures within the organisation and it enforces conformity of employees to these rules through careful delineation of written contracts. In contrast to this aspect of personnel management, Human Resource Management tends to go by the spirit of the contract. The structure of job design followed by personnel management is division of labour i.e. different people are assigned to different areas of expertise, where as Human resource management involves teamwork in which a group of people are assigned to accomplish a goal. Points of difference between personnel management (PM) and human resource management (HRM) as noted by Guest (1987) Personnel Management Human Resource Management Psychological Contract Fair days work for a fair days pay Reciprocal commitment Locus of control External control Internal control Employee relations Pluralist approach Collective Low Trust Unitarist approach Individual High trust Organizing principles Mechanic Forma/defined roles Top down strategy Centralized Organic Flexible roles Bottom up strategy De-centralized Policy Goals Administrative efficiency Standard performance Cost minimization Adaptive work force Performance improvement Maximum utilization Table: Difference between personnel management and human resource management. Source: Guest, 1987 In the above table, Guest (1987) examines the main differences between personnel management and human resource management. Like Storey, Guest also analysis a number of segments of the organisation to draw the main differences between the two debated terms. The psychological contract, which is the mutual agreement reached between the employee and employer, was the first element of difference. While personnel management considered it as obligatory from both parties to remunerate according to work and vice-a-verse. The control in case of personnel management was an external entity while the human resource management stemmed from within. Another key factor was trust. Guest believes that the personnel management failed to generate employee trust which in the case of human resource management was the key. The mechanistic approach of personnel management meant a formal, top down and centralized approach to managing employees. Human resource management on the other hand is considered to be m ore flexible originating from employees and de-centralized. The overall aim of personnel management, according to Guest, looked at drawing the most bang from the buck while minimizing the cost. However the goals for human resource management have taken on a role of improving performance by adapting the workforce to maximize the output. Painting the overall scenario, the differences cited by Guest (1987) and Storey (1992) reflect the fact that there lie differences between personnel management and human resource management on both practical as well as psychological fronts. The overall difference in its application has been considered to draw a clearer understanding of the differences cited above. However, literature also considers a number of key similarities which underlie both aspects of employee management. 4. SIMILARITIES Strategies of both Personnel Management and Human resource management flow from the business strategy. Both have the view that managing people is the responsibility of the line managers. Soft HRM and Personnel management have identical values with regard to the respect of the individual, develop people to achieve and facilitate their own satisfaction and the organisational objectives to the maximum level (Armstrong, 2006). Poole (1999) notes that despite the differences stated there are a number of factors that provide for a number of clear similarities between human resource management and personnel management. Emphasis on integration: Poole (1999) notes that both these models emphasize on their integration with the overall organizational goals. Line management as the driver: He notes that once again human resource management and personnel management look to the line management to deploy the human resource practices and policies. Individual development: Poole (1999) considers the model of Personnel Management and contrasts it with the models of Human resource management and concludes that both state the significance of developing the individual employee to the level of his highest abilities within the organization. Also while considering work in this field he found similarities in context laid down regarding the dependent nature of the employees. Importance of selection and job allocation: Poole finds that the correct allocation of jobs to the appropriate people is an important factor in the integration with the organization. It is worth noting that the integration with the organization was the basic similarity between human resource management and personnel management. 5. RHETORIC OF HUMAN RESOURCE MANAGEMENT Keenoy and Anthony (1992: 235) consider the relation between the employment relationship and human resource management as rhetoric and metaphors. HRM its self is shown in a positive light when words such as nurturing and organic are brought into the picture. However, other terms which described personnel management were reactive, monitoring and bureaucratic provided a negative connotation. In relation to the dominant emergence of HRM, Legge (1995) argued: The importance of HRM, and its apparent overshadowing of personnel management, lies just as much (and possibly more so) in its function as a rhetoric about how employees should be managed to achieve competitive advantage than a coherent new practice (p. xiv) Legge (in Storey 1995) further notes that there has been hype due to the existence, assumptions and epistemology of soft and hard models of HRM. This according to Bach and Sisson (2000) can be done to achieve a state of control over the workforce. The hard model of HRM deals with the employees in a less humanistic approach by referring to the more quantitative nature of reducing costs, managing head count and the overall need of the hour. While the soft model of HRM deals with the development of the employees and an overall well being of the employee. Bach and Sisson (2000) noted that the soft HRM camouflages the negative aspects of the hard HRM to paint a positive picture. In practice, both the elements of hard and soft HRM exist together and impacts the employee directly. Critiques of HRM such as Keenoy find that ambiguity in the term Human Resource Management is a remarkable feature in itself. (Beardwell and Claydon 2007) 6. CONCLUSION Human Resource Management has become the most widely used term which refer to the activities of the management of the organization towards its employees. There are a number of debates surrounding the meaning, definition and scope of HRM and personnel management. Some critics find a number of similarities between the two while others find significant contrasts between the two. Legge (1995) sets forward the view that there is no major difference between the principles and values of the two but Storey (1992) found a number of aspects that differentiate the two. To summarise, personnel management is widely observed as having an operational schematic to people management with the aim at achieving efficiency within the norms of providing justice to the employees work. From the literature, conclusions can be drawn that the difficulty faced by personnel management in obtaining credibility in the eyes of the employees paved the way for the rise of Human Resource Management. The concern about the difference between personnel management and the extent to which HRM represented a positive or negative phase in peoples management gave rise to the debate relating to the differences and similarities of HRM and conventional Personnel Management. In summary, it can be noted from the literature that the inevitable evolution of personnel management was fuelled by the lack of trust with employees and gave rise to the emergence of Human Resource Management. The hard and soft models of Human Resource Management lay evidence to this evolution by displaying characteristics of the more mechanistic aspects of personnel management.

The Lunch Time Book Buddies - Pass It On Program Essay -- Literacy Ess

There’s no denying that reading is the foundation for all academic achievement (paths, whether they lead you down the road of a doctoral degree or to the door of parenting). It reinforces language and communication, without it you cannot read a menu, bus schedule, recipe, street sign, bank statement or loved ones letter, not to mention phone texts or discovering a favorite book. Reading navigates us through our day-to-day life and fuels our imagination (and opens up worlds of possibilities: new countries, new cultures, and your own history). However, the 2011 National Assessment of Educational Progress (NAEP), aka â€Å"Nation’s Report Card†, revealed 34% of fourth grade students in public schools fell below the basic reading level and one in six students not reading proficiently in the third grade do not graduate high school on time. These staggering statistics along with the accountability reforms of No Child Left Behind (NCLB) have led scholars and educat ors to look for more effective means of reading instruction and have contributed to the development of alternative, supplemental reading activities and programs to support/bolster literacy improvement. Research shows that the level of reading fluency in third grade is a predictor of future academic achievement. Third grade is when reading transitions from decoding to comprehension of text (Stevens, 2006). These key literacy skills build students’ capacity to learn independently, from all academic fields and social environments (Shanahan, 2010). It is no surprise that reading instruction is such a strong focus of curriculum in pre and early elementary education. Educational trends regarding reading instruction have vacillated between traditional phonics and holistic langu... ...2007). Tips for teaching: Using partners to build reading fluency. Preventing School Failure, 51(2), 52-55. National Center for Education Statistics (2011). The Nation’s Report Card: Reading 2011(NCES 2012–457). Institute of Education Sciences, U.S. Department of Education, Washington, D.C. Retrieved from http://nces.ed.gov/nationsreportcard/pdf/main2011/2012457.pdf Shanahan, T. (2010). Improving reading comprehension in kindergarten through 3rd grade. Washington, D.C.: U.S. Dept. of Education, Institute of Education Sciences, National Center for Education Evaluation and Regional Assistance. Smith, M. K. (2004). Nel Noddings, the ethics of care and education. The Encyclopaedia of Informal Education. Retrieved from www.infed.org/thinkers/noddings.htm Stevens, R. J. (2006). Developing reading fluency: What does the research say? Catalyst For Change, 34(1), 37-44.

Mass Marketing Is Dead

Mass market advertising was once an effective marketing tool. The â€Å"one product suits all† approach had its heyday and is now declining. Hallerman (2006) wrote that in an American Association of Advertising Agencies (AAAA) survey, only 28.7% of respondents now believe that untargeted advertising will be very effective by 2010. The survey is validating the consensus that mass marketing is dead. Increasingly, business leaders, marketing and advertising practitioners are looking at niches, market segments and differentiated audiences as targets.Emergence of Mass MarketingAccording to Lake (2007), marketing is the systematic conduct of business activities to result in a mutually advantageous exchange of products between buyers and sellers. It started off from the sales techniques used by traders and the promotional methods of skilled artisans. Mass marketing is a marketing approach in which the marketer addresses all segments of the market as though they are the same. It refer s to the treatment of the market as a homogenous group and offering the same marketing mix to all customers. (â€Å"Market Segmentation†. n.d.)Companies that employ this strategy expect to generate profits through economies of scale. Marketing, particularly mass marketing, became a discipline as we know it today after the emergence of (1) the mass production of goods; (2) channels of mass distribution of products; and (3) media for mass communication.Mass marketing required a mass supply of goods and the Industrial Revolution facilitated reaching greater volumes of production. New technologies engendered better machinery and production processes. Large quantities of products could now be manufactured at lower costs. This placed the goods within the reach of a greater number of consumers. It made little business-sense to encourage the purchase en masse of a product if such product was non-existent or not readily available for transfer to the buyer.The mass production of goods would have been, however, useless if the products did not reach the consumers. Again, the Industrial Revolution helped bring this forth. The invention of the steam engine led to the establishment of railways that brought the products en masse to distant markets at cheaper rates. Essentially, the railways brought isolated communities closer. Where before, produce of the area could only be sold within the locality, these may now be transported to and sold in far-away areas through the railway system.Now that products are easily reaching distant markets, their existence had to be brought to the attention of potential buyers. The message that â€Å"products were available for purchase affordably† had to be communicated. Again, the Industrial Revolution helped realize this. First, the Gutenberg press allowed the wide-scale dissemination of information through newspapers. Later on, we had the radio, television (broadcast and cable) and the internet.Of course, mass marketing did not magically emerge as soon as the objective condition of having mass production, mass distribution and mass communication existed. The subjective element had to exist. Entrepreneurial vision, drive, organization and resources had to implement the strategy. (Meyer and Dailey. n.d.)A classic example for mass marketing would be Henry Ford’s Model T car. Ford adopted mass production techniques and standardized output that resulted in lower costs. To generate demand for the Model T, it marketed as an automobile that would meet the needs of all buyers at an affordable price.Changing Consumer DemandA big impetuous for mass marketing came after the close of the Second World War. The war effort resulted in increased production capacity, new technology and most importantly, increased demand.A large segment of men went into the military service during the war. Women replaced them in the production of goods. Factories that used to produce consumer goods shifted towards producing weaponry and other resources needed to fight the war. This resulted in full employment of the labor force with greater spending capacity. However, due to the war and the limited supply of consumer goods, spending was â€Å"curtailed† and incomes were saved. According to McCann (1995), there was high pent-up demand when the war was over and the men returned home. Mass demand for consumer products logically followed this pent-up demand considering that the populace had wealth to spend.The new production capacity and improvements in electronics resulted in inexpensive radio and affordable television set. Households easily got hold of radio and television sets giving manufacturers a channel through which they may address the consumers. An almost universal audience for the manufacturers’ pitch was created.Bianco, et al. (2004) wrote the United States was far more uniform not only in terms of ethnicity but also of aspiration in the 1950s and 1960s. The ideal was to own the same model of car or lawnmower or products as the Joneses, or at least ones neighbors. This changed in the 1970s and 1980s due to greater affluence. From â€Å"I want to be normal†, says McDonald’s Light, it became â€Å"I want to be special†. (Bianco, et al., 2004)Multiplicity of Communication MediaThe development and widespread use of printed text in Europe in the1500s produced a brand new form of communication. A single message could now be duplicated with little error and distributed to thousands of people. (â€Å"Tutorial: Mass Communication†. n.d.) McCann (1995), however, said that it was broadcast media that served as the cornerstone of mass marketing.Print media is usually read by individuals even though a standard message may be printed in each copy. Broadcast media, on the other hand, can create a â€Å"monolithic eyeball† – millions of consumers tuned in to a single program. By its nature, broadcast media was for a long time a very viable c hannel for marketing. Bianco, et al (2004) reported that an advertiser in the 1960s could reach 80% of U.S. women by airing simultaneously on CBS, NBC and ABC a commercial spot.However, the hegemony of mass media in influencing consumers has diminished. Business competition and technological advances have resulted in a diversified mass media environment. We have the giant broadcast networks and a multitude of narrowcast cable TV stations. A Nielsen Media Research reported that the average U.S. household receives 100 TV channels in 2004 compared to only 27 in 1994. (Bianco, et al. 2004)Traditional broadcast media is also being affected by new media technologies. The internet has opened a new channel for marketing and is increasingly affecting advertising revenues traditional mass media. In fact, we now have an online version of almost every television station, newspaper and magazine.The internet has also allowed a democratization of mass communication. Now, every person can send out his message through blogs, personal websites and online forum. This in turn creates even more niches that the mass marketer must consider and contend with. Each website can potentially promote or demote a consumer good.Where the communication flow through traditional mass media channels was one-way, new media allowed interactivity. Readers or viewers can interact with the source of information being viewed. A blogger establishes a regular audience by addressing special interests. As with online forums, viewers are encouraged to respond.Current technology now also allows the consumer to by-pass even the most targeted advertising that a marketer may come up with. Personal video recorders are allowing consumers to watch a program when they want to. This has increased television viewing. Research, however, shows that personal video recorders were used to skip about 70% of ads. (Bianco, et al. 2004)SummaryThe same elements that gave rise to mass marketing are tearing it apart. Technologi cal advances brought forth mass production, mass distribution and mass communication. The ordinary consumer is faced with tons of consumer goods. Production techniques now allow mass production of custom products. Automobiles can now be produced in different styles, color, and accessories preferred by the consumer with minimal disruption in the assembly and at little additional cost.Products and consumer goods can now be easily distributed. Shipping of consumer goods is accessible to all. Individual sellers can easily sell and ship products as shown by the success of such online auction site as eBay. More importantly, information and communication technology has developed to the extent that access to information can not be limited. This allows consumers to be more discriminating.Mass marketing is a thing of the past. Mass marketing requires a mass market, a single market without differentiation. In fact, M. Lawrence Light, McDonald's global chief marketing officer said that the mass market never really existed. It was just that the available technologies of the past did not allow companies to reach the individual markets that existed then. (‘Marketing in the â€Å"Age of I†. 2004) While the world has grown smaller due to technological advances, it has magnified the diversity of consumers. Disparate communities are brought closer but proximity does not always translate into homogeneity.Since advances in technology will enable better data gathering, marketers will also be better at connecting with consumers. The marketing message can be refined to the point that it is not intrusive or invasive. According to James Stengel, Procter ; Gamble’s global marketing officer, the future of marketing will be oriented to permission marketing wherein marketing and advertising will be welcomed by consumers because they are viewed as relevant. (Bianco, et al. 2004) This, however, can no longer be done through mass marketing.ReferencesBianco, A., Lowry, T., Berner, R., Arndt, M., and Grover, R. The Vanishing Market. BusinessWeek (July 12, 2004). September 28, 2007. ;http://www.businessweek.com/magazine/content/04_28/b3891001_mz001.htm;Hallerman, David. June 16, 2006. The Death of Mass Marketing: eMarketer looks at the rise of ad targeting. September 28, 2007. ;http://www/imediaconnection.com/content/10063.asp;Lake, Laura. n.d. Marketing vs. Advertising: What’s the Difference? September 28, 2007. ;http://marketing.about.com/cs/advertising/a/marketvsad.htm;â€Å"Market Segmentation. n.d. September 29, 2007.   ;http://www.netmba.com/marketing/market/segmentation/;â€Å"Marketing in the ‘Age of I’†. BusinessWeek (July 12, 2004). September 28, 2007. ;http://www.businessweek.com/magazine/content/04_28/b3891011_mz001.htm;McCann, John M. March 10, 1995. The Changing Nature of Consumer Goods Marketing ; Sales. September 28, 2007. ;http://www.duke.edu/~mccann/cpg/cg-chg.htm;Meyer, Earl C. and Dailey, Lori A. n.d. Ma ss Marketing. September 29, 2007. ;http://www.answers.com/topic/mass-marketing?cat=biz-fin;â€Å"Tutorial: Mass Communication†. n.d. September 29, 2007. ;http://www.rdillman.com/HFCL/TUTOR/Media/media2.html;

Customer Defection

MKT 711 9/4/2012 1. The purpose of the study dealt with customer defection. It talks about how the customers are slowly not becoming as loyal as they use to be. They seen a pattern after five years, the customer does not stay loyal to the company. There are different stages of the process of losing loyal customers and keeping them. Loyalty and profits, the more the customer is worth the more profits come out of it because the longer the customer stays. Failure, the employee learning the instructive steps on their own and leaving.Core customers, this is hard to determine but the best way to determine it is to ask who the most loyal and most profitable to you? 2. I think the article represents a conceptual study. The author uses a general research and experiences from other people an businesses to back up his points. There are some numbers given but I feel like there needs to be a lot more numbers to declare it as a quantitative study. The author uses examples like Lexus and baseball p layers to back up his case about the customer loyalty. When dealing with Lexus, they asked every member of their head quarters staff to interview four customers a month.The article also talked about baseball players and their batting averages. Someone who bats . 280 compared to someone who bats . 320 is a big difference in the players. Even though it is only . 4 away it still tells how the player does in the batting line up. The article uses examples like these in two different situations to show the difference in how everyone does things differently to show their customer base and how loyal they are. Even though they talked about baseball players they showed the popularity of the player because of their batting average number.This would also help by understanding the cash flow and products. 3. The researchers found that the key to customer loyalty is the creation of value. The value that the customer needs the employer to help them with their profits or money. The key to value crea tion is organizational learner. Without the value creation and organizational learner then the customer does not know what to do with the profit or where to put it. The customer only learns throughout the process with the company until they become knowledgeable to do it on their own. 4. Implications for future research would be to do a more quantitative study.This way they can mesh together the concepts of the research and the new quantitative numbers in order to show the CEO’s and companies why they should follow the plan and this is what needs to be done to become successful with keeping their customers. Once that process is done they then can expand that to become more qualitative. Then they will have answers from every angle, from concepts to numbers and the quality of the situation. 5. Marketing as we know it deals with identifying and meeting hum and social needs. In a short definition â€Å"meeting needs profitably†.The findings in the article helped pertain to Marketing because when worrying about the value of the customer and their certainty of the value of creation. Marketing is all about getting the name out there and making it profitable. Without the loyal customers then the product/profit is not marketable and will not make money. When establishing the relationship between the customer and employer/employee is when more successful opportunities from within the company. When losing customers, then the company doesn’t learn to try and build their relationship in other ways.I agree with the finding of the article and the conceptual study they are going for. I feel that it would be better to explain the article in a quantitative study to show the numbers of the project. Using Lexus and interviewing four customers a month is a good example. Just have to go more in depth of what the customer thinks. Another example with the baseball players batting averages. Use their averages and their salaries to show about loyalty and popularity of how the player plays. The article was good in showing loyalty and customer failure through the article, and gave good examples while still getting to the root causes of the business.

What Are The Fuels For The Future Environmental Sciences Essay

All of the fossil fuels in being today were created 1000000s of twelvemonth ago when aquatic workss and animate beings were burried and compressed by beds of deposit at the bottem of swamps and seas. Over clip this organic affair was converted by bacterial decay and force per unit area to crude oil ( oil ) , gas, and coal, which are heavly dependant on in todays socity, nevertheless these nonrenwable engery beginnings are consuming. Figure n gives the per centum of the entire energy consumed in the Earth from verious beginnings. Together, fossil fuels account for about 90 % of the sum. Part 1 Non renewable fuels used in vehicles: Propane LPG or liquefied propane gas is a three C methane series, normally in a gas signifier but can be compressed into a movable liquid. This fuel is formed as a reverberation from other crude oil merchandises throughout the natural gas or oil processing and is drawn from the fossil fuels. Most motors, barbeques, centered warming and oxy-gas torches use this fuel ( Serra 2006 ) .Propane and butane are the chief hydrocarbons in LPG When LPG is wholly combusted it has a inclination to act like other methane seriess. Complete burning will merely happen if the ratio of air to fuel contains precisely plenty air to wholly fire all of the fuel, the ratio is known as the stoichiometric mixture. When propane and butane are wholly burned it will bring forth H2O and C dioxide. Propane C3H8 + 5 O2 > 3 CO2 + 4 H2O + heat Propane + O > C dioxide + H2O Butane C4H10 + 6.5 O2  ® 4 CO2 + 5 H2O Butane + Oxygen > C dioxide + H2O However when an improper stoichiometric mixture is present, uncomplete burning occurs. This can bring forth C monoxide, a deathly merchandise. Propane 2 C3H8 + 7 O2 > 2 CO2 + 2 CO + 2 C + 8 H2O + heat Propane + Oxygen > Carbon Dioxide + Carbon Monoxide + Carbon + Water butane: C4H10 + 5O2 > 2CO2 + CO + C+5H2O+ heat Butane + O > Carbon Dioxide + Carbon Monoxide + Carbon + Water Name Molecular Formula Molecular Mass Melting Point ( oC ) Boiling Point ( oC ) State ( 25oC, 101.3kPa ) Density ( liquid g cm-3, 20oC ) Flashpoint ( oC ) Enthalpy of Combustion ( kJ mol-1 ) Uses propane C3H8 44 -188 -42.1 gas-2217 constituent of liquefied crude oil gas ( LPG ) , bottled gas ( fuel ) butane C4H10 58 -138 -0.5 gas-2874 constituent of liquefied crude oil gas ( LPG ) , coffin nail igniters ( fuel ).talk about graphs Fuel HHV MJ/kg HHV BTU/lb HHV kJ/mol LHV MJ/kg Propane 50.35 21,700 2,220 46.35 Butane 49.50 20,900 2,877 45.75 Gasoline Petrol is a mixture of a big figure of volatile distinguishable hydrocarbons, derived from crude oil and utilised in internal burning engines, dissolvers for oils and fats. ?†¢ & A ; deg ; ch p? µtrl? µum V & A ; deg ; ri? µty h & amp ; deg ; s & A ; deg ; uniqu? µ mix f ml? µcul? µs, which d? µfin? µ its physic & A ; deg ; l & A ; deg ; nd ch? µmic & amp ; deg ; l prp? µrti? µs, lik? µ clr & A ; deg ; nd viscsity ( K? µmp 2006 ) . Pentane hexane and octane are the chief hydrocarbons in gasoline. When gasoline is wholly combusted it has a inclination to act like other methane seriess. Complete burning will merely happen if the ratio of air to fuel contains precisely plenty air to wholly fire all of the fuel, the ratio is known as the stoichiometric mixture. Pentane, hexane and octane are wholly burned it will bring forth H2O and C dioxide. Hexane 2C6H14 + 19O2 — – & A ; gt ; 14H2O + 12CO2 Pentane C5H12 ( g ) +16 02 ( g ) — – & A ; gt ; 5 CO2 ( g ) + 6 H20 ( g ) Octane 2 C8H18 ( cubic decimeter ) + 25 O2 ( g ) > 16 CO2 ( g ) + 18 H2O ( g ) However when an improper stoichiometric mixture is present, uncomplete burning occurs. This can bring forth C monoxide, a deathly merchandise. Hexane C6H14 + 5O2 – & A ; gt ; CO2 + CO + 4C + 7H2O Pentane Octane 2C8H18 ( g ) + 17O2 ( g ) > 16CO ( g ) + 18H2O Name Molecular Formula Molecular Mass Melting Point ( oC ) Boiling Point ( oC ) State ( 25oC, 101.3kPa ) Density ( liquid g cm-3, 20oC ) Flashpoint ( oC ) Enthalpy of Combustion ( kJ mol-1 ) Uses pentane C5H12 72 -130 36.1 liquid 0.626 -49 -3536 constituent of gasoline ( fuel ) hexane C6H14 86 -95.3 68.7 liquid 0.659 -22 -4190 constituent of gasoline ( fuel ) octane C8H18 114 -56.8 126 liquid-5506 major constituent of gasoline ( fuel ) CoalCH4 + 2O2 CO2 + 2H2OFossil Fuel Emission Levels – Pounds per Billion Btu of Energy Input Pollutant Natural Gas Oil Coal Carbon Dioxide 117,000 164,000 208,000 Carbon Monoxide 40 33 208 Nitrogen Oxides 92 448 457 Sulfur Dioxide 1 1,122 2,591 Particulates 7 84 2,744 Mercury 0.000 0.007 0.016 Beginning: EIA – Natural Gas Issues and Trends 1998 Part 2 In today ‘s society there is a turning concern sing the correlativity between fossil fuels and the annihilating pollution produced in the environment. Fossil fuels are a unrenewable energy beginning, aside from the ecological impacts, the disbursal in excavation and polishing them is get downing to demand notice. One of the largest factors escalading the release of nursery gases is the burning of these fossil fuels. When a fuel that is made up of H and C Burnss wholly, O in the air combines with the H to organize H2O, and combines with the C to organize C dioxide. However when the burning of the hydrocarbon fuel is non complete, some C atoms will merely unite with on O atom instead than two. This forms a extremely toxicant gas called C monoxide. A figure of C atoms will go on to remain conjoined together and besides fall in the H atoms ; this allows the unburned hydrocarbon molecules which are smaller than the original fuel to get away from the vehicles exhaust. Fuel hydrocarbons that have undergone vaporization before come ining the engine accompany the unburned hydrocarbons, finally they react with the N oxide that was produced from earlier burning. This reaction has taken topographic point in the presence of sunshine which forms ozone. Although the ozone bed in the stratosphere Acts of the Apostless as a shield against the suns UV visible radiation, at land degree it is the chief factor behind photochemical smog which is a lung thorn. Carbon atoms can go on to remain joined to one another or no H atoms attached, practically in the procedure of uncomplete burning of Diesel fuel, bring forthing carbon black. Air pollution is going a critical issue, smog and carbon black from the unsafe gasses and particulates are non merely increasing human unwellness. Smog and carbon black besides affect the sustainability of harvests, this is done by the pollution being absorbed into the protective bed of the foliages destructing the indispensable cell membranes. This forces the workss to concentrate on internal fix and non to maturate. Energy companies that are firing fossil fuels are one of the largest manufacturers of atmospheric pollution today. The procedure involved in change overing fossil fuels into energy consequences in legion destructive results such as, air pollution, H2O pollution, accretion of solid waste, land debasement and human unwellnesss. Power workss produce electricity by firing coal. Combustion of coal similar to all fossil fuels produce C dioxide, nitrogen oxide and S dioxide. The S dioxide reacts with the O to bring forth sulfur trioxide, this so reacts with H2O bring forthing sulphuric acid. The sulphuric acid enters the Earth in the signifier of acerb rain. When the dodo fuels are converted into energy it consequences in the accretion of solid waste. This extra waste has a black impact on the environment. Not merely does this waste demand to be treated but it besides needs sufficient land infinite, every bit good as fiscal support to supervise and dispose of it. This quickly increased the opportunity of toxic overflow which can be deadly ; it could poison land H2O beginnings, affect environing flora, marine life and wildlife. 0rganic sulfur is a important issue in the power industries today ; it is chemically bound to all fossil fuels such as natural gas, coal and crude oil. When these fuels are combusted the organic sulfur is released into the air where it reacts with the O to organize sulfur dioxide. Unfortunately this is kept in the ambiance for 100s of old ages. Although it is an unseeable gas, it has inauspicious affects one the quality of the air we breathe. It is besides believed to lend to acid rain, environmental pollution to marine life and woods. Carbon dioxide plays a important function in the addition of planetary heating. The impact affects many countries of the environment. In Antarctica the clime alteration has increased the temperature which could ensue in more rapid ice thaw, this Domino consequence will increase sea degrees and compromises the composing of environing Waterss. The lifting H2O degrees entirely obstruct the class runing from colony, agribusiness and fishing both commercially and recreationally. Fossil fuels need to be delivered to power workss and all sorts of industries daily, this increases the opportunity of oil spills, which would destruct Marine and flora life. Oil rigs and grapevines could leak which besides wipe out wildlife. Coal elimination is believed to be one of the important factors of H2O pollution today. The universe today as we know it has become highly energy greedy, the demands for electricity and fuels are dramatically increasing with the turning population. Equally long as these harmful dodo fuels are still utilized the effects of pollution to our environment will merely acquire worse. An alternate demands to be sought that can run into the required supply which will halt the awful impacts future coevalss will confront. Part B There is more H in gasolene than there is in unstable H. Configuration of H atoms in gasolene is much more infinite maintaining than in stainless liquified H, therefore larger storage containers is needed to shop it. Electrolysis is non by and large the best manner to germinate H. Most of the today ‘s H reaches from natural gasoline as one of the byproducts of crude oil processing. Harmonizing to connected States alternate Fuels Data Center now, H is made using the following two methods. Electrolysis: utilises electric goaded power to divide up H2O compounds into H and O. Using reduced DC electromotive force will conclusion in passing out H on one electrode and O on the other. The electric power can get from electric power output determiners embracing renewable fuels. Connected States Department Of power ( DOE ) has resolved that electrolysis is improbable to go the prevailing method for big sums of H output in the hereafter. The best electrolysis is merely 62 per century efficient. Synthetic gas ( methane ) reformation: Prevailing method of Hydrogen bring forthing is stream restructuring or partial oxidization of natural gas, where other hydrocarbons can be utilised as feedstocks ( for presentation biomass or coal can be gasified and utilised in a vapour restructuring method to gestate H ) . Commercial methane reformation can be about 68 per century efficient. Harmonizing to Stanford University survey of H the first present manner of acquiring H is vapour methane reformation and this will likely remain the most economical manner every bit long as methane ( natural gas ) is accessible cheaply and in big measures. When the cost of methane returns up to more than three times it will be cheaper to do H by dividing up H2O compounds – H2O into H – H2 and oxygen – O2. 2H2O + power  ® 2H2 + O2 this is carried out by electrolysis. Part 3 Ethanol, as in the intoxicant can be altered to be utilized as a fuel for burning engines, this is done by a procedure called agitation. Ethanol is a by-product of sugar and starches, nevertheless in recent research it has been confirmed that it can be produced form hempen substance that are contained in the majority of works affair ( the cellulose and hemicelluloses ) ( kemp 2006 ) . Ethanol is normally used as a blending agent with gasoline to hike the octane degrees ; this besides reduces the C monoxide and other toxic smog that ‘s causes emanations. Glucose is of course created in the works by a procedure called photosynthesis. light + 6CO2 + 12H20 — & A ; gt ; C6H12O6 + 6O2 + 6H20 C dioxide +water — & A ; gt ; glucose + O In the agitation procedure, glucose is decayed into both ethanol and C dioxide. C6H12O6 — & A ; gt ; 2C2 H5 0H +2CO2 + Heat During the burning procedure a reaction between ethyl alcohol and O occurs organizing C dioxide. C2 H5 0H+ 30 2 — & A ; gt ; 2CO2 + 3 H2 0 + heat The burning procedure is doubled due to two ethyl alcohol molecules are produced for each glucose molecule. By adding all three equations together, it is made evident of the equal Numberss at each type of molecule on either side of the equation. This the concludes the overall reaction of the production and ingestion of ethyl alcohol can be displayed as: Light — & A ; gt ; heat