International retail marketing Assignment Example | Topics and Well Written Essays - 2250 words

International retail marketing - Assignment Example The country we have targeted for Iceland Food’s retail is Saudi Arabia. Saudi differs from United Kingdom in various aspects which include cultural, psychographic and demographic dimensions. The macro environment of the two nations is also different. The report focuses on what 7 P’s are needed by Iceland to establish themselves in Saudi Arabia and what should differ to what is already being done in the United Kingdom. When moving into a new country, the retail outlets also need to consider various ways of understanding the customer behavior and how they can improve the customer relationship to retain sales in the long term. Organization: Iceland, one of Britain’s most innovative and fastest-growing retailers is considered to be one of UK’s best companies. Its primary product line consists of frozen foods such as frozen prepared meals and also frozen vegetables. Iceland also launched what according to them was the first nationwide, free, online grocery shop ping service. Critical Evaluation of the role that marketing mix plays in the devising of the marketing strategy of a retail organization: Marketing Management decisions can be based on one of the four categories: product, price, place and promotion. These variables are known to be the 4 P’s of marketing or the marketing mix. In order to satisfy customers in the target market, these variables are controlled by marketing managers. This is in an attempt to generate positive response in the target market as these four marketing mix variables can be blended in an optimal manner. Product: It is the physical product or service which is offered to the consumer. When the physical products are offered, it can also refer to the services or the conveniences that are part of the product being offered. The decisions on products can include different aspects such as function, appearance, service, warranty and packaging. Price: The decisions on pricing of the product are made by taking into account the profit margins and the probable pricing response of the competitors. This not only includes the listed price of the product but also the discounts, financing and other options such as leasing in order to satisfy the customers in the best possible way. Place: The decisions on place (or placement) are the ones that are associated with the channels of distribution that provide the platform or the channels for getting the product to the target customers of that market. The system of distribution performs transactional, logistical and the facilitating functions. The decisions on distribution include the market coverage, the channel member selection, the logistics and the levels of service for the product to reach to the final consumers. Promotion: The decisions on promotions are the ones related to communicating and selling the product to the potential consumers. The costs of promotion are large in proportion to the price of the product; therefore, an analysis of break-even should be performed when making decisions of promotions. It is essential to know the value of a customer in order to determine whether the cost of acquiring additional customers is worth it

Leadership Theories Essay Example for Free

Leadership Theories Essay One of the earliest approaches for studying leadership was the trait approach. This approach emphasizes attributes of leaders such as personality, motives, values, and skills. Underlying this approach was the assumption that some people are natural leaders, endowed with certain traits not possessed by other people. Early leadership theories attributed managerial success to extraordinary abilities such as tireless energy, penetrating intuition, uncanny foresight, and irresistible persuasive powers. Hundreds of trait studies conducted during the 1930s and 1940s sought to discover these elusive qualities, but this massive research effort failed to find any traits that would guarantee leadership success. One reason for the failure was a lack of attention to intervening variables in the causal chain that could explain how traits could affect a delayed outcome such as group performance or leader advancement. The predominant research method was to look for a significant correlation between individual leader attributes and a criterion of leader success, without examining any explanatory processes. However, as evidence from better designed research slowly accumulated over the years, researchers made progress in discovering how leader attributes are related to leadership behavior and effectiveness. A more recent trait approach examines leader values that are relevant for explaining ethical leadership. Behavior Approach The behavior approach began in the early 1950s after many researchers became discouraged with the trait approach and began to pay closer attention to what managers actually do on the job. The behavior research falls into two general subcategories. One line of research examines how managers spend their time and the typical pattern of activities, responsibilities, and functions for managerial jobs. Some of the research also investigates how managers cope with demands, constraints, and role conflicts in their jobs. Most research on managerial work uses descriptive methods of data collection such as direct observation, diaries, job description questionnaires, and anecdotes obtained from interviews. Although this research was not designed to directly assess effective leadership, it provides useful insights into this subject. Leadership effectiveness depends in part on how well a manager resolves role conflicts, copes with demands, recognizes opportunities, and overcomes constraints. Another subcategory of the behavior approach focuses on identifying effective leadership behavior. The preferred research method involves a survey field study with a behavior description questionnaire. In the past 50 years, hundreds of survey studies examined the correlation between leadership behavior and various indicators of leadership effectiveness. A much smaller number of studies used laboratory experiments, field experiments, or critical incidents to determine how effective leaders differ in behavior from ineffective leaders. Power-Influence Approach Power-influence research examines influence processes between leaders and other people. Like most research on traits and behavior, some of the power-influence research takes a leader-centered perspective with an implicit assumption that causality is unidirectional (leaders act and followers react). This research seeks to explain leadership effectiveness in terms of the amount and type of power possessed by a leader and how power is exercised. Power is viewed as important not only for influencing subordinates, but also for influencing peers, superiors, and people outside the organization, such as clients and suppliers. The favorite methodology has been the use of survey questionnaires to relate leader power to various measures of leadership effectiveness. Other power-influence research used questionnaires and descriptive incidents to determine how leaders influence the attitudes and behavior of followers. The study of influence tactics can be viewed as a bridge linking the power-influence approach and the behavior approach. The use of different influence tactics is compared in terms of their relative effectiveness for getting people to do what the leader wants. Participative leadership is concerned with power sharing and empowerment of followers, but it is firmly rooted in the tradition of behavior research as well. Many studies used questionnaires to correlate subordinate perceptions of participative leadership with criteria of leadership effectiveness such as subordinate satisfaction, effort, and performance. Laboratory and field experiments compared autocratic and participative leadership styles. Finally, descriptive case studies of effective managers examined how they use consultation and delegation to give people a sense of ownership for decisions. Situational Approach The situational approach emphasizes the importance of contextual factors that influence leadership processes. Major situational variables include the characteristics of followers, the nature of the work performed by the leader’s unit, the type of organization, and the nature of the external environment. This approach has two major subcategories. One line of research is an attempt to discover the extent to which leadership processes are the same or unique across different types of organizations, levels of management, and cultures. The primary research method is a comparative study of two or more situations. The dependent variables may be managerial perceptions and attitudes, managerial activities and behavior patterns, or influence processes. The other subcategory of situational research attempts to identify aspects of the situation that â€Å"moderate† the relationship of leader attributes (e.g., traits, skills, behavior) to leadership effectiveness. The assumption is that different attributes will be effective in different situations, and that the same attribute is not optimal in all situations. Theories describing this relationship are sometimes called â€Å"contingency theories† of leadership. A more extreme form of situational theory (â€Å"leadership substitutes†) identifies the conditions that can make hierarchical leadership redundant and unnecessary (Chapter 8). Integrative Approach An integrative approach involves more than one type of leadership variable. In recent years it has become more common for researchers to include two or more types of leadership variables in the same study, but it is still rare to find a theory that includes all of them (i.e., traits, behavior, influence processes, situational variables, and outcomes). An example of the integrative approach is the self-concept theory of charismatic leadership (see Chapter 9), which attempts to explain why the followers of some leaders are willing to exert exceptional effort and make personal sacrifices to accomplish the group objective or mission.

The Marketing Director Of Nestle Company Marketing Essay

The Marketing Director Of Nestle Company Marketing Essay Introduction The assignment investigates about a marketing strategy, tactics for a new product innovation and product improvements of Nestlà ©, one of the fastest growing FMCG Company with its product innovations. In this assignment, the STP analysis and tactics of marketing is applied for the new product design of the existing product from Nestlà ©. Firstly, Wheelwright and Clark, 1992 state that New product development (NPD) is due to three reasons such as increasing international competition, the challenging markets and the diverse or various technologies. Montoya- Weiss and Calantone (1994) add that the success or failure of NPD depend on the performance and factors done by organisation according to the strategic factors, development process and market innovation skills. The total word count of the assignment is () excluding references and appendices. The overview of the company (market and existing portfolio of its products and brands) Nestlà © is a Swiss multinational packaged food company formed by the merger of the Anglo- Swiss Milk company in 1905 (Nestlà ©, 2012). It is not only the largest food company in the world possessing 8,000 brands and a range of products but also one of the shareholders of LOreal, the worlds largest cosmetics company (Tom Mulier, 2011). The logo of Nestlà © symbolizes not only the activities of the company but also illustrates the average modern family of two children where the tree symbolizes an oak and the birds thrushes. The blue colour logo characterizes purity, care and goodness (famouslogos.us, 2012). Figure 1: The logo of Nestlà © (Nestlà ©, 2012) Nestlà © has sustained great performance in UK and Ireland which is due to its well- known brands, Kit Kat and Nescafà © and gained good sales growth through the year, 2012. Moreover, its successful innovations such as Nescafà © Azera and Maggi brand had made the company, Nestlà © outstanding from its competitors- both major competitors (Unilever and Mass Incorporated and Kraft foods) and competitors from local markets. The company has invested more than  £500 million to launch next generation of world class manufacturing facilities in the UK. Additionally, the company will hire more than 300 employees for their Nescafà © Dolce Gusto plant, which has increased the market share to supply not only to the UK market but also to export markets around the world (Nestlà ©, 2012). The type of the NPD for Nestlà © Company Trott (1998) defines new products as the developments or variations on existing formats. Although the products have appeared before in the market, it is still new to the market due to the changing innovation of including application advice for the product. Among the brands from Nestlà ©, the new product development would be the combination of dairy products (condensed milk and sugar) and coffee in one packet. That is also known as the additions to existing product lines (Trott, 1998). What makes it different from the previous packaging is not because having more than one product but because of launching new product innovation which is different from its competitors products. Figure 2: New Product Design for Nestlà © Our new product will meet the functional needs such as Biogenic needs or Biogenic drives often known as physiological drives and satisfy the physical needs such as food, water, air and shelter (Solomon and Bamossy et al, 2010). According to the Maslows hierarchy of needs, it satisfies the physiological needs which in turn dominate an individuals attention (Chisnall, 1995). Importantly, the needs of people differ according to the individuals unique history, learning experiences and the cultural environment and background (Solomon and Bamossy et al, 2010). Moreover, Motivation is the psychological process that allows consumers to recognize the needs (Wells and Prensky, 1996). Therefore, the new product of Nestlà © will definitely give positive motivation to customers where they will find out the positive mood, pleasure and comfort where it will lead to operant conditioning where the attractiveness of the product will provide the consumers through their benefits (Evans, Jamal and Foxal l, 2009). Segmentation through Demographic, Psychographics, Values, Culture and Influencing factors Clearly, the purpose of segmentation, a creative process is to fulfil customers needs and requirements creating competitive advantage for the company. However, Weinstein (1987) argue that companies treat everyone is their customers not targeting as segments groups in most companies. Macdonald and Dunbar (1998) explain that according to the Ansoff matrix, our new product includes in extending existing products to new segments. They suggest that a clear and realistic goal is necessary for a company as it plays a crucial role in the marketing planning process. Therefore, select segmented customers play an important role as targets for marketing activity and then develop a unique marketing program to carry out the prospects. Segmentation creates opportunities for the company where they can meet customers needs not only for today but also for the future (Macdonald and Dunber, 1998). Firstly, to know who to focus on and why, then we need to identify attractive segments from United Kingdom to know the consumer criteria. The Ethnicity results of 2001 Census show that 85.67% of proportions of total UK population are White British. 1.8% is of Indian, 1% is of Black Caribbean and 0.4% is of Other Asian excluding Chinese. See more in Appendix (). According to Evans, Jamal and Foxall (2010), consumer psychographics consist of lifestyle, personality and self- image. However Ries and Trout (1972) suggest that learning Psychographics, we become to recognize and understand about the values, perceptions, lifestyle, attitudes and motivations of the people. The lifestyle groups of people from UK are self- actualizers, innovators, esteem-seeker, strivers, contented conformers, traditionalists and disconnected The Consumer Insights Social Value Groups (2005), 18% of UK population like to self- actualises. Antonides and Raaij (1998), claim that values play an important part in Christianity and West European Culture. The values of UK can be learnt according to the indexes of Greet Hofstede (1991). Ronen and Shenkar (1985) stated UK as one of the Anglo countries. According to Hofstedes maps, UK ranks small on Power Distance and weak Uncertainty. Besides, amongst the types of self- congruence and self concept motives, Jamal and Goode (2001) investigate that individuals with higher levels of self-image congruence prefer higher levels of satisfaction. Thus, the attitudes towards buying new product behaviour can change with Heider (1958) theory. Targeting for the new Nestlà © product The target market of Nestlà © would be demographic targeting (N generation and Generation X or Baby Busters). Adam Smith Institute (1998) mentions that Generation Y or the millennial generation sometimes known as N generation are between ages 16 to 33 year old in 2010. Coupland (1991) indicates that age ranges from 34 to 44 year olds in 2010 are Generation X or Baby Busters. Ahmad, 2002 remark that over 20 million people in UK are of baby boomers (45-65 year olds in 2010) which can be estimated as 25 million by 2021. Moreover, Benefits sought can differ according to the social classes. See the social classes of UK (2008) in Appendix. Middle class people consume healthier food than the low ones. According to Freuds psychoanalytic theory, middle class people show superego structure from their conscious mind and control their behaviour according to morals and values. Oppositely, people who grew up in poverty are observing for physiological and safety needs from Maslows hierarchy of needs. Therefore, we should motivate these people to have healthy nutrients. In order to attract new product of Nestlà ©, the influencers are important as people are usually addicted to what the influencer speaks. Therefore, M Evans and C Fill being cited in Evans et al (2010) explain that opinion formers are targeted first and after that opinion leaders may receive the information from the opinion formers. But Antonides and Raaij (2010) claimed that opinion formers are informed via social contents by opinion leaders as they know new products via mass media. So, opinion leaders can give positive or negative advice and further information to opinion formers as they are influenced by opinion leaders. Park and Lessig (1997) suggest that information influence helps a lot in motivating people buying behaviour as they ask first from relatives upon which products to buy when they consider buying a product. Consequently, the motivation can acquire from external environment (Evans, Jamal and Foxall, 2010). McGuire (1974, 1976) show that cognitive motives can make individuals need for being adaptively concerned with headed for the environment and for attaining a sense of meaning. He and Greenberg, (2009) explain that cognitive dissonance motivates customers of the inconsistency between their attitude and behaviour, and encouraging a change headed for sustainable behaviour. Evans, Jamal and Foxall (2010), suggest that Maslow hierarchy of needs shows the motivational hierarchy of people. Positioning Fifield (2007) states positioning possesses an idea or perception in the customers attention. While Shimp (2011) defines that positioning has two actions namely, brand in (the consumers mind) and against (competitive positioning strategies). However, Clancy and Krieg (2000) show that positioning is all about stating a short statement or message to imprint in customers minds. Nowadays, most companies are expanding their positioning strategies to appeal more segments (Kotler et.al, 2005). For new Nestlà © product, the communication message Time Saving is crucial to receive the customers attention (Evans, Jamal and Foxall, 2009). This would be positioning based on functional needs to deliver solutions to consumers current consumption-related difficulties or potential problems by telling that the brand has specific benefits capable of solving those problems (Shimp, 2011). It becomes product related attributes as it offers product advantages such as saves time, affordable and convenient to carry which in turns motivates customers and creates values for their wants. Nevertheless, Kotler et.al (2005) outline that the competitive advantage being low and high quality influence on products position. For Nestlà ©, firstly, Nestlà ©s current position in the mind of consumers will be supported where introducing unoccupied position which values consumers and allowing reposition the competition. Finally, a company should deliver and communicate the desired position to target consumers because the companys marketing mix- product, price, place and promotion support its positioning strategy. Importantly, Nestlà © should support its position through performance and communication avoiding changes that might confuse consumers (Kotler et.al, 2005). Marketing Mix Strategies Product Kotler et. al, 2005 explain product offers market for attention, acquisition which satisfies customers needs and wants. A product can be physical objects, services, persons, places, organisations and ideas. Actual product of new Nestlà © includes its features, design, band name and packaging. It is vital to gain strong brand equity to capture customers loyalty and preference (Kotler et.al, 2005). Aaker (1991) recommend that a brand is a distinguishing name or symbol (such as a logo, trademark, or pack design) intended to identify the goods and services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitiors. In order to launch the brand extension or brand stretching, new product can easily get recognition whereby saves high advertising cost. Essentially, a failure of brand extensions sometimes occur Brand dilution which may damage consumer attitudes towards other products as well (Kotler et al, 2005). For the new product, the original logo and name of Nestlà © would use. This could bring several advantages not only gaining customers attention because of creating a good product quality but also enabling the supplier to attract a loyal and profitable set of customers. As the package colour is of green and gold which is likeability legally protectable and made with higher- quality products. Packaging, an activity of designing the container or wrapper of a product for new Nestlà © can fulfil customers coffee breaks as it saves time and budget for them. For the new product, the logo and slogan will be the same as the original Nestlà © product. The design of the new product comes with 20 small packets inside a huge pack. Also the product is available with a small one whereas including 3 ingredients. This new packaging style would bring several benefits for the customers since it includes three products at the same time which offers the basic problem solving for them. They can easily carry and consume it whenever they go or can keep it since it comes along with zip-lock pattern. Moreover, it saves time for the customers when they are having a cup of coffee which in turn offers augmented benefits. Furthermore, it provides core benefits to middle class people. Since it is a consumer product therefore, consumers frequently purchase it for their own consumption. Furthermore, product quality has a direct impact on product performance; therefore, Nestlà © should link its new product quality to customers value and satisfaction (Kotler et.al, 2005). Nestlà © firstly should create quality level to support the new products position in the target market. Customer- driven strategy should introduce here to create a better quality for customers. The Product life cycle identifies a products sales and profits over its lifetime (Kotler et.al, 2005). During Introduction stage, since the product is new, the profits are negative or low because of the low sales and high distribution and promotion expenses. A rapid penetration strategy should apply to get fastest market penetration and largest market share (Kotler et al, 2005). If the new product meets market needs in the growth stage, sales will start increasing. Thus, the early adopters will begin buying and later buyers will start following their lead, because of the word-of- mouth. Later, new competitors will enter the market. It is essential to aware the product not to reach to maturity and to decline stage. The PLC of existing Nestlà © brands and new product is shown in Appendix (). Price Obviously, among the 4 elements of marketing mix, Price only can bring revenues. It is essential to avoid pricing which is cost-oriented rather than customer-value oriented. Since the segment and target market is carefully done, it is easy to set up the price for the new product. Being a new product, Nestlà © should apply market- penetration pricing while setting a low rice in order to attract large numbers of buyers and penetrate the market. Nestlà © should maintain its low price position to get penetration in the market. Among five products mix strategies, Nestlà © comes with product line pricing as there are cost difference between the products from the product line that have difference features and competitors prices. The selling price for the new product would be  £3 pounds for the whole packet which has 20 small packs inside. Being oligopolistic competition pricing, Nestlà © Company is always alert to its competitors strategies. Moreover, the customers perceptions of price effect on their buying decisions. Thus, if the new products demand falls by 10 %, when Nestlà © raises its price by 2 % the demand would be elastic occurring -5. However, if demand falls by 1% when the price is increased by 2%, inelastic demand occurs with -1/2 (Kotler et.al, 2005). Place Place is where transporting the right product to the right place at the right time to the customers (The times 100, 2012). It is known as Nestlà ©s distribution channel within marketing mix is to reach to its target market. New product of Nestlà © should be transported using indirect-marketing channels as below: The product is firstly targeted to consumers from UK in the introduction stage, it will distribute to all over the countries later. Marketing channel is part of customer value delivery network therefore; each channel adds value for the customers. The intermediaries of Nestlà © (wholesalers and retailers) take part a number of activities when delivering the products. For example: wholesalers can provide quicker delivery to the customers and retailers offer final link between the consumers and Nestlà © company (Kotler et. al, 2005). For the logistics functions, Nestlà © should store the goods in the warehouses while making stock available before the products are ready to be sold. Promotion The communication message Time Saving is crucial to receive the customers attention (Evans, Jamal and Foxall, 2009). In order to communicate with the target customers (external stakeholders), a variety of promotion methods will use with the purpose of Effectively attainting new customers by increasing customer base and Retention of existing customers by keeping up customer relations New product is going to be promoted through television, internet among the major media types. Nestlà ©s new product should Reach 70% of its target market during the first three months. I. Broadcast advertising (Television and Internet) The benefits would be good mass-market coverage and low cost per exposure. Frangi (2011) states that the proportion of media activities during the day time in UK as follow: For Nestlà © new product, an advertisement should create using Beyoncà ©s family (Appendix). Celebrity Endorsement promotes a sense of belief among the target audience and approves brand equity (Till, 1998). Moreover, since a celebrity can make advertisement believable (Kamins et.al;.1989), there will be certain awareness of the target group by breaking the disorder of ad and creating the ad and brand more obvious. As celebrity can help in brand name recognition (Petty, Cacioppo, Schermann, 1983), people will have a high recalling member for their favourite celebrity. Celebrities are appreciated and adored and respected by their audiences or fans and advertisers so, using stars as PR can influence the fans or customers towards the brand. Additionally, using Social networks Facebook, MySpace and Twitter could lead the customers to memorize the new product in a short period of time. It could especially attract to teenagers by looking at the proportion of their internet usage (Appendix). Proportion of adults who browse over social networking sites on the internet Conclusion Using the marketing mix creates a lot of advantages which brings customers satisfactions. Importantly, brand loyalty is necessary to make customers willingness to repeat purchase. It is essential to make a brand to be available in every shop including benefits such as good brand image, affordable price and packaging style. Marketing Strategies of Nestlà © would bring benefits along with the AIDA model. Attention (Awareness) attracts customers attention and awareness. Interest- creates advantages and benefits of Nestlà ©. Nestlà © should let its stakeholders know that fair ingredients include in it which is suitable to everybody. Mind will be fresh and everybody can concentrate on their work, after consuming the new product. Desire- The five performance objectives quality, speed, dependability, flexibility and fair price should consider getting customers desire. First error free goods should introduce which brings quality advantage to customers. Speed is important in providing goo ds and services to customers. Besides, doing or making things on time is important too. This is dependability. Next, flexibility requires fulfilling all customer requirements and dealing with all customer possibilities. Action- Customers action will meet as soon as they buy the new product. It is important to offer a value more than customers expectations. Thus, they have satisfaction which in turn creates them hard-core loyal and will unlikely to switch brands in the predictable future. As a recommendation, Nestlà © should consider internally and externally for its new product development. Internally, all departments have to work together, discuss and consider how they should make to build the brand image of new products and get the customers trust. Externally, it should consider about relationship, integrated and social responsibilities marketing. Nestlà © brand has long-term relationship with its customers, employees, suppliers, distributors, members of the financial community; shareholders and investors and other marketing partners (channels, distributors and advertising agencies). According to Kotler Keller (2006) Holistic Marketing is important in developing, designing and implementing of marketing programs, processes and activities. The relationship should not end in order to earn and retain the business. A strong relationship is essential to give a value which is more than customers expectations that would bring satisfactions and loyalty. Figure 1.1 Demography of UK in the year 2010 Classification of classes Explanations Lower middle class White collar workers Middle class Got tertiary education Upper middle class Earn higher incomes. They all are traditionally accomplished from private schools. Nouveau riche Working class, lower middle class Under class Long- term unemployed, elderly pensioners, economic immigrants, dependent on state benefits Upper class Statistically very few nowadays Skilled working class Blue- collar workers Work mostly in the construction and manufacturing factory. Unskilled and semi- skilled working class Blue- collar workers Work mostly in car factories, steel mills and textile mills Figure 1.3 Social classes of UK New product of Nestlà © Existing Nestlà © products

Wind Power Essay -- Exploratory Essays Research Papers

Wind Power Energy production causes more pollution than any other industry in the country. Currently, nearly all of the electricity produced in the United States is generated by fossil fuel plants, nuclear plants, and hydroelectric plants. The build-up in the atmosphere of carbon dioxide and other greenhouse gases produced by the burning of fossil fuels now threatens far-reaching climate change. In addition to global warming, conventional methods of electricity generation release the gases responsible for acid rain, sulfur dioxide and nitrogen oxide. In order to prevent further degradation of our environment and successfully transition to a sustainable society, we must change our current patterns of production and consumption. Conservation and switching to renewable sources of energy, such as wind power, are crucial steps to achieving this goal of sustainability. Wind power alone has the potential to meet 20 percent or more of the world's electricity needs within the next four to five years, (J ohansson, 157). Wind power, however, is still a developing technology, and is therefore far from reaching its full potential. How Wind Machines Work: Wind is the product of sunlight heating the surface of the Earth unevenly. Warmer air rises and cooler air tumbles in to replace it, causing everything from gentle breezes to raging tornadoes. Whatever the amount of power in the wind, it can be harnessed by a machine called a wind turbine. The most common type of wind turbine has a horizontal axis, with two or more aerodynamic blades mounted on the horizontal shaft, (AccessScience, "Types of Wind Machines"). As the wind passes over a turbine's blade, pressure forms on the downwind side, thrusting it upward like a propeller. In these... ... state's consumers the choice of who supplies their electric power and how that power is produced. With the implementation of at least some of these changes, wind power will eventually become a clean source of energy that all people can afford to rely on. Â   Sources: AccessScience.com. keyword: "Wind Power." Carley, Sanya, Sierra Curtis-McLane, and Galen O'Toole. "Renewable Energy at Swarthmore." April 15, 2001. Jacobson, Mark Z. and Gilbert M. Masters. "Exploiting Wind Versus Coal." www.sciencemag.org. August 24, 2001 Johansson, Thomas B. Renewable Energy: Sources for Fuels and Electricity. Island Press, Washington D.C., 1993. Raabe, Steve and Joey Bunch. "Advocates Say Wind Power Progressing from Novelty to Mainstream Practicality." The Denver Post Knight Ridder/Tribune Business News. April 20, 2003. www.newwindenergy.com www.pennfuture.org

Schooling vs. Education

Education and Schooling: The Mental Fork In The Road Understanding the difference between schooling and educating is important. Many people use the two terms education and schooling interchangeably. Education refers basically to the education system such as: schools, colleges, Tech centers, universities in public and private. The belief is that these institutions are creating original thinkers. The system of schooling uses discipline and motivation as a method to motivate young people to learn. Within the School system students experience frustration when they attempt to make changes or improve because there is confusion between what is schooling and what is education. This confusion is caused because there is often overlapping and contradictory goals and objectives within each system. The term schooling is use as a way of pointing out the historical, cultural, political and social processes of transforming people into citizens and members of particular social groupings. School is meant to determine each student’s proper social role (Gatto page 157). This is a form of domesticating people, making them â€Å"fit in† to whatever the demands of the social group into which they are born and/or live in. You don’t have to learn anything original. What you really learn in college or any other level of schooling is how to navigate the system. Though you may be exposed to many ideas, theories, and discoveries, they are only side effects if you choose to gain the knowledge. Schooling depends on there being an authority to authorize what is going to be counted as correct and worthy of some certificate or other form of reward for conforming. Emphasis is given to learning information and repeating this information in tests that are marked according to the extent that the repetition is faithful to some original text. Schooling is about following norms of â€Å"behavior and thinking† that have been desired by authorities such as: governments, examination boards, and tradition. Memory therefore is accorded prime place under schooling. This method is commonly use but rarely noticed by the population it controls. Schooling can be compared to animal taming and boarder line brainwash. Schooling should be deemed wrong due to its more recent historical associations with controlling, forming and fashioning the minds of behaviors of American youth. The emphasis upon the meaning of schooling is ‘leading' the individual to engage in the teacher's desired forms of behavior. It sounds like we are a collection of domesticated animals. Without the gift of original thought, students are given the idea that they are now an educated person, they cease to be a force of change and movement in the intellectual universe. They are no longer a threat to the status quo, but another piece of the puzzle of our society. You will get a fine job, a credit card, and work your life to promote the thoughts, ideas, and passions of other people. This may suggest that schooling is necessary, but would you want to become another robot. Education can be described as the antithesis to schooling. Education is the process of exploring alternative ways of thinking, actions, believing, and expressing one's self. It is the process through which one forms one's own judgment independently and using cognitive thought processes. Education depends on dialogue between people on an intellectual level. Education is about freedom of thought and action. It means making judgments about knowledge. Education requires Students to ask why, not just what and how. After the why is answered, it requires students to ask, â€Å"what now?! † We all need ‘information' as a basis for reflection. Becoming educated may seem like the opposite; however the idea of schooling comes back into play. Who you can be and what you can accomplish are not so clear cut. Scholars in political economy and the sociology of knowledge have recently argued that public schools in complex industrial societies like our own make available different types of educational experience and curriculum†¦[for] different social classes (Anyon page 174). This creates a disadvantage for the poorer areas. Even if you absorb all the information you could, you would still fall short to the student being educated somewhere with better resources. Man y people who go to school, building up debt and spending valuable years. It is through the educative process that creativity and spontaneity, innovation possibilities for realization and action. Education is a fundamental process for democracy as schooling is a fundamental process for non democratic forms of political organization. Anyone engaged in a process of improvements would do themselves well by understanding these distinct differences and clarifying their own goals and objectives relative to each system. The completion of school is not the completion of an education; it is simply a point of departure. There are dangers that come when someone completes their schooling and makes the mistake of thinking they’re finished. A degree comes with it a grave responsibility to continue a quest for an education for the rest of your life. Within that phase of your life it is time to evaluate what you know and understand. The truth is†¦we know nothing without experiencing it ourselves. This experience, we should be striving to broaden, with enthusiasm every day. In conclusion, schooling and education are to opposing forces that work together. You can either become a robot with no original thought of your own, or a educated individual with the of cognitive thinking. As stated before school prepares you for the system that we identify as the real world. Through the schooling process many great things are highlighted for the benefit of the student to absorb. The student must be willing to take his education as Malcolm X did when he was in prison. He didn’t have the advantages like others may have been exposed to, but her took his education. Teachers should focus more on inspiring the students to want to absorb an education instead of just attending to be domesticated and looked after. The moral to this story is that schooling is unavoidable, but there is a great chance to take advantage of the knowledge that is available. Will you take your education by the horns or just let it push you by? Works Cited Anyon, Jean. Rereading America Cultural Context for Critical Thinking and Writing: Social Class. Bedford/St. Martin's; 7th edition April 12, 2007 Felder, Richard. â€Å"SCHOOLING VERSUS EDUCATION AND OTHER BALANCING ACTS. Educational Research and Methods Division, June 23, 1999 http://www4. ncsu. edu/unity/lockers/users/f/felder/public/Papers/ERM_Plenary. htm Gatto, John. Rereading America Cultural Context for Critical Thinking and Writing: Against school. Bedford/St. Martin's; 7th edition April 12, 2007 Moore, Michael. Rereading America Cultural Context for Critical Thinking and Writing: Idiot Nation. Bedford/St. Martin 's; 7th edition April 12, 2007 Rodriguez, Richard. Rereading America Cultural Context for Critical Thinking and Writing: The Achievement of Desire. Bedford/St. Martin's; 7th edition April 12, 2007

The Buyer is Boss

Millie and Liza have been friends for the longest time. Some months ago they decided to share an apartment, and that is how they found the two-bedroom unit they are currently renting. Asked what their first major buy was after the move, they chorused that they just both got laptops. Both of them had desktops, Millie even has a superior type which helps in her work as a graphics designer. Liza, a writer, had an old desktop which sufficed for word publishing and internet access.However, they stressed they needed the laptops because â€Å"the apartment is small, there is no room for two desktops,† justifying that they needed the gadgets and did not just want them. However, they had different ideals for a laptop they have in mind. Millie, being a graphic designer, needed a high-end mobile computer which will be superior in memory and speed—and the bigger the monitor, the better. Liza, on the other hand, was more conscious about the price. She wanted a laptop that will work just like her old desktop, and she has set a budget to stick strictly on.Friends have warned them that laptops will cost more than powerful desktops do, but the need for space was of primacy. They went on to research and window shopping. Through Yahoo Answers, a web service where people can connect to each other for questions and answers about almost anything, they found the best suggestions: computer stores in the area and eBay. While the computer stores option gave competitive prices and models, the two girls agreed they will get cheaper units from eBay. They checked the site for a couple of weeks using a single user account, and finally found the laptops.It was Liza who found hers first. It was an mid-model Compaq Presario 1400 which was â€Å"released in 2002 according to my research. † Apparently, Liza was researching each of the product she saw and took note of which will give her the best computer with what little money she has. Millie got hers, a second-hand MacBook, about a month after, and she too went through the research ordeal. They asserted that shopping in eBay will require lots of patience, research, and inquisitiveness, else one might end up â€Å"with a D-class item†.Luckily, their finds were both A classes. Both Liza and Millie were contented with their laptops, but they now agree with their friends that â€Å"it is costlier to live with a laptop†¦ we have to buy mice to avoid overusing the trackpads, and soon we might need a [laptop] cooler, and I noticed that my laptop hangs more often than my old desktop,† says Liza. But given a choice to spend their money on some other things, Millie declined. â€Å"With these space-saving gizmos, nothing else will be better. † AnalysisAllen (2003) describes the five processes in a buyer’s purchase decision making: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchse behavior. Looking at the buying process that tr anspired between Liza and Millie, it is obvious that they both went through the whole process. They realized the need to get laptops, gathered information, selected the best offers, bought the items, and came up with the feedback. Both of them had criteria for the laptops they want—recommendations, function (save space), and usage.However, Millie focused on quality and performance because of the demands of her job, while Liza was more concerned about her budget. All these are part of their awareness, then follows the search for information. Rohan (nd) asserts that information search may be internal (based on knowledge and past experience) or external. Millie and Liza resorted to external sources. There are four types of external sources: personal (family and friends), commercial (advertisements), public (news and bulletins), and experiential (tried product). (Buying Decision Process, 2006) In the case, a mixture of personal and commercial were utilized.Because the criteria fo r the laptops are clear, the process was easy for the two. They were able to sort out the purchase decision process of where, when, and if to buy, after which they came up with the concluding feedback that they were satisfied with their purchases. In some instances, parts of the buyer decision process may be skipped or reversed. This is determined by high-involvement or low-involvement. High-involvement purchases are those that require investment as they are costlier and have serious effects to its buyers (e. g.appliances, jewelry) while the low-involvement purchases are simple things that can be bought (e. g. bread, milk, burger). (Buying Decision Process, 2006) Brooks (1999) ratifies this by saying that the buyer decision process is highly situational and involvement level-dependent. Furthermore, he states that involvement may be influenced by economic, psychological, performance risk, and decision novelty factors. This theory is highly visible in the case. Millie and Liza had hig h-involvement purchases to make, and the factors played a major role.Economically, Liza was more conscious than Millie, but it is the other way around with regard to the product’s performance risk, though psychologically and in relation to decision novelty the two were consistent. The buyer decision process happens everyday to everybody. All buying processes require a person to go through at least two or three steps in the process, which may lead to a sale or not. When applied theoretically, the buyer decision process is a good tool for consumers to choose their wares, and for merchants to know how to target their consumers. For Millie, Liza, and their sellers, it definitely worked.