Improve service operations in public service institution a 'X' Company Essay

Improve service operations in public service institution a 'X' Company - Essay Example Focus was also given on quality management and important areas under this were discussed. Certain tools for quality management were also analysed. This was concluded by stressing the importance of quality in the highly competitive business environment existing toady. Introduction: Quality is something every consumer is conscious about. But it cannot be said about manufacturers or service producers. But in a highly competitive environment, maintaining quality has become the buzzword and is now something that cannot be ignored. "The birth of total quality in the United States came as a direct response to the quality revolution in Japan following World War II. (Basic Concepts). The concept of quality in a public service organisation still has not caught up in the same level as found in privately owned ones, though this trend is changing. "Only recently has the quest for quality come to the fore in public enterprises." (Delaunay p.199). As you all know that this is a newly formed company engaged in supplying food to the children public school and have been directed to increase efficiency and decrease costs of the meal provided. This report is an analyses of the problems in quality management faced by the company and the present situation after the implementation of the suggestions provided for improvement Quality can be improved in three major categories namely quality measurement, quality diagnosis and quality improvement. It was in these areas that focus was given to improve the quality of the service provided by the company. The company has two main divisions, namely the food procurement division and the transport division for delivering food to the schools. The company is supplying food to five schools with a total strength of 2500 children. It also has supporting departments like accounting, payroll and maintenance. The transportation department is also made use of by the procurement department to purchase food items for the purpose of distribution to schools. There are about 5 trucks and 10 smaller delivery vans owned by the company. The maintenance department was created to cut down costs of repairs and maintenance by giving the vehicles to private workshops. Description of the current situation: The company works under budget constraints and increasing costs in inputs without increasing budget allocation had forced us to take up quality management programs. Moreover the company's procurement policies are not cost effective. Purchases like groceries, vegetables and meat are purchased as and when required from wholesalers and sometimes retailers without trying to identify the good quality merchandise at the cheapest price available. The main problem is that even though the exact quantity to be supplied each month was known, no steps were being taken to buy them in bulk thereby saving in prices. Also no attempts were being made to purchase fresh produce like meat and vegetables from farmers and other producers themselves an arbitrary purchasing policy has caused transportation costs to raise because of the higher number of trips made by the company vehicles. Even though there is a purchase manger and department no directives have been recei ved by the company for an agreement with wholesalers to supply the required items on a contract basis. No clear cut policy, as to how purchases are to be made did not exist then. Both the above factors were the main reason why

Ryanair-The Southwest of European Airlines Case Essay Example for Free

Ryanair-The Southwest of European Airlines Case Essay Ryanair was founded in July 1985 by the three brothers, Catlan, Declan, and Shane Ryan, with the financial assistant of their father Tony Ryan. As a beginner commercial carrier, its operations began with 25 staff and a single 15-seat turbo-prop commuter plane between Waterford in the southeast of Ireland and Gatwick Airport, the second busiest airport in London after Heathrow. Later on, regulatory authorities permitted the Ryanair Airlines to have at least four flying flights a day on Dublin-London route, with more seating capacity. Nowadays, Ryanair, with its rapid growth, occupies the most sought position in its own field, being Britains favorite airline and the oldest-low cost air carrier in Europe. The goal of my internal analysis on Ryanair is to focus on resources and capabilities as internal sources of uniqueness that allow firms to beat the competition. This analysis is often called the resource-based view of the firm. By theory, a firm gains an advantage by obtaining valuable and rare resources and developing the capability to utilize these resources to drive customers toward their products and services at the expense of competitors. As a result, firms with superior resources and capabilities enjoy competitive advantage over other firms. Value Chain AnalysisFirms make products or provide services by engaging in many different activities. The basic structure of these activities is embodied in the firms value- chain. Value-chain activities are of two types: primary activities and supportive activities. Primary activities include inbound logistics, operations, outbound logistics, marketing and sales, and services. Support activities include human resources, accounting and finance operations, technology, and procurement. All the activities -primary and support are potential sources of competitive advantage or disadvantage of any firm. In Ryanair case, parts of the inbound logistics are Ryanairs low-cost deals, negotiated against promise of large and growing volume of business. Also, they include dependency on suppliers to deliver fuel as well as food, drinks and duty-paid products to be sold on-board; they need to be stored, handled and controlled upon delivery. The other important element of the primary  activities includes the operations. Ryanair fast turnarounds of 25 minutes are the companys core competencies. This is the most important cost advantage that enables high aircraft utilization. More frequent departures of two more per day than competitors with few planes, increases Ryanairs revenue. Point-to-point flights mean no interlinking with other carriers. Raynair offers direct non-stop journeys, avoiding the cost of providing through services for connecting passengers and delays caused by late arrival of connecting flights. Ryanair uses the standard model plane- Boeing 737, which means that company, is a ble to obtain spares and maintenance services on favorable terms, to limit the cost of staff training and to offer flexibility in scheduling aircraft and crew assignments. A relatively young fleet reduces maintenance, spare and fuel costs. Also, Ryanair placed resources to strengthen its core business such as satellite television, Internet service and arcade game, so the passengers can enjoy the trip. For outbound logistics, Ryanair uses isolated secondary airports, which often require further transport arrangements for customers. Also, some destinations are so geographically obscure that they cant support regular services to customer, as evident on some Scandinavian routes for example. This limits the level of market share Ryanair can achieve. EasyJet does the opposite and flies to big cities, but then have to pay higher landing charges which are reflected in their higher prices. However, using regional airports saves costs as charges are lower, facilities cheaper and Ryanair can negotiate favorable deals. It also enables fast turnaround times, and more on-time departures as the airports are less congested. 95% of Ryanairs flights are punctual compared to 88% for EasyJet. As I already mentioned, under primary activities are also marketing and sales. Ryanair considers branding virtually irrelevant as it believes that price is most important to customers. This reflects on companys image which isnt always so good in the press. In contrast Southwest Airlines, contribute a large part of their success to theirs well established brand values, and EasyJet has won awards for its brand. Ryanair invested resource to establish website for passengers. It made passengers more convenient. Spending on advertising and promotions to expand its market is reduced as most advertising takes place on the website. There promotion is also used to sell excess capacity, such as two-for-one offers, which creates market awareness. Over 90% of bookings  are made directly, either on the website or through reservations centers. The website saves on staff costs, agents commission, while significantly contributing to growth. Travel agencies are used on a small scale as necessary when opening new routes in unknown markets. Under services, Ryanairs virtually no-frills- lower costs considerably. The company enables fast turnarounds and offers very low ticket prices. But with less flight attendants, usually only two per flight, compared to five for the competitors, the quality of the services drops. The philosophy of Ryanair is that for passengers the price is more important than the quality. The low quality services could damage the brand name and this could lead to business reduction. Under support activities- the procurement, the purchasing power of the company enables negotiation of favorable deals with suppliers. However, these demand large and growing volumes based on passenger numbers. Although growth is slowed down new planes has been ordered aiming to double the fleet by 2009. Ryanair keeps good buyer-supplier relationships which ensure reliability and low-cost procurement of services. Many functions of the company are contracted out. Under human resource management, Ryanair aims to control its personnel cost by continuously improving the productivity. The staff is working under big pressure set by an overhead person and most commonly with feelings of dissatisfaction. The technology development factor of the support activities indicates that Ryanair uses its website (www.ryanair.com) to monitor bookings and to see how full planes are, all minute by minute. Also, the company uses its internet site as the major part of the business, which saved them about $6 million a year on an average. Resource AnalysisResources and capabilities are the fundamental building blocks of a firms strategy. The resource-based view presents a perspective of competition that portrays the value of a resource or capability as derived from the dynamic interplay of market forces. While the market and environment establish external constraints and pressures, a firms response through resource allocation and capability development become a source of competitive advantage. The resource-based perspective views a firm as an organization that has a bundle of protective resources and capabilities.  Resources are tangible and intangible assets a firm uses to choose and implement its strategies. Capabilities are the skills a firm uses to bring its resources to bear. Ryanairs tangible resources include all Boeing 737 airplanes the company uses, as well as the companys headquarter building in Dublin and all other buildings the company uses. Part of the tangible resources also are all of the supplies, food, drinks and duty-paid products company holds in inventory, as well as fuel. Intangible resources contain bigger part of the business. They include all the intellectual capital, like expertise and accumulated knowledge, experience, skills, abilities and talents that every employee in Rayanair possesses. Here I could include also the companys brand recognition, customer loyalty, investors confidence and the good reputation. Charismatic personality of the companys CEO- Michael OLeary is part of the organizational culture under the intangible resources. The capabilities of Rayanair are:-The lowest airfare rates, simple processes (no frills), large brand awareness, clear offer (focuses on particular market segment), the innovative strategies on cost cutting, and quick turnaround time-Learning curve (early entrant), accumulated much knowledge/experience, outstanding marketing and PR skills of the CEO OLeary- The company ability to bargain and get beneficial deals with suppliers; the efficiency and high turn-around rate, fast luggage handling and high punctuality- The ability to think strategically and assertively and to act on it: acquisition of Buzz-The expansion of new hubs and new added routes-The ability to control and cut costs, which are crucial to survive and succeed in the industry!-The ability to build and sustain brand (loyalty). Financial AnalysisRyanairs current financial objectives, strategies, policies and programs are clearly stated in their Annual reports and financial statements for 2008, which I have attached in the separate file. These financial objectives seem to be consistent with Ryanairs mission, objectives, strategies, policies of low fares, as well as with internal and external environments. There was an increase in profit after tax of 33%, which was because of 7% increase in average fairs, so profit margin was 19.66%. There was an increase in fuel costs by 50%, and staff costs rose  32%. The operating margin decreased by 1% (to 21% from 22%), which lead to an increase in operating profit by 28% compared to 2007. Total operating revenues increased by 32%. Maintenance costs increased by 12%, marketing and distribution costs increased by 71%, and aircraft rental costs increased by 23%. (Ryanair Holdings PLC, 2007). From this financial analysis, I could conclude that costs are increasing, but profit is also increasing leading to gains in the company. The statements are calculated in Euros, and there could be some differences based on the floating Euro/US Dollar exchange rates. In addition, this financial analysis supports Ryanairs past and pending strategic decisions, based on being a low fare air carrier. Ryanairs profit margin in 2007 is 19.66%, compared to EasyJet with 8.47% (2007), Air Lingus with 8.19% (2007) and British Airways with 5.48% (2007). If most companies in the same industry report decrease in profits, Ryanairs financial performance indicates that the company is in competitive advantage. (Ryanair Holdings PLC, 2007)Analysis of Strengths and WeaknessesStrengths and weaknesses are the major internal characteristics of firms, derived from the SWOT analysis. Firms within an industry generally have different strengths and weaknesses, and those differences often have a strong bearing o n which firms win competitive interactions. Ryanair strengths are:-Brand name: Ryanair through its 24 years in the Low Cost Carrier (LCC) market has developed a very well recognized brand name. -Benefits from low airport charges: These aid the low cost base Ryanair benefits from. -Has first mover advantage on regional airports (e.g. Charleroi): Acts as a barrier to entry-Internet site (94% bookings) www.ryanair.com : Lowers the cost of distribution as over the phone bookings are more costly. Eliminates the need of travel agents. -High seat density. -All Boeing aircraft: A uniform fleet saves on maintenance and training costs. -Fast turn-around. -High Service performance: Punctual, high rate of flight completion, low baggage loss, which give a good image of the companys reliability. -Modernized fleet which leads to less expensive maintenance: Will become more uniform with only one model (Boeing 737-800), also newer planes will require less maintenance. -High aircraft utilization: Ryanair flies its planes for longer thus generating more revenue from its assets. -Fuel and other risks hedging. -Small headquarters-Point to point flights: No hub and spoke, lowers cost as no through services requiredRyanair weaknesses are:-Prone to bad press: Rayanair is perceived as arrogant and the slightest incident with the scandal commercial gets a lot of press coverage. -Niche market: Restricted expansion possibility. -Distance of some regional airports from advertised destination: Over time customers may find this a big inconvenience. -Poor service: Ryanair decreased the number of flight attendants per flight, which decreased the service quality. -Ryanair is extremely sensitive to changes in charges (increase in fair value)In conclusion I would like briefly to summarize the strengths and weaknesses I mentioned above. Ryanair carries out its routine checks and repairs on its aircraft using its own engineers which means that some maintenance costs are included in the staff cost. Also the company has cost advantage, because of its ability to achieve 25 minutes turnarounds and therefore can run two more flights a day in its schedule than rivals such as British Airways. Their use of secondary airports means that they are able to negotiate deals with the airports, in contrast to larger airlines unwilling to split their operations between two or more airports. Ryanair does not pay dividends to its shareholders. All profit is reinvested back into the business, which means a higher profit margin. Ryanair is unable to expand its home market industry, because of airport taxes. Passengers having their own luggage carried at their own risk could mean a loss of reputation if any major scandal is to occur in terms of loss of luggage. Increasing its fleet could mean that it might incur more losses. Reference: Thompson, A.A., Strickland, A.J., Gamble, J.E. (2008), Crafting executing strategy;The quest for competitive advantage. Boston: McGraw- Hill Irwin. Ryanair Holding PLC, (2007). The Worlds Favorite Airline. Retrieved May 20, 2009,from Ryanair Web Site:http://www.ryanair.com/site/about/invest/docs/2007/070920annualreport.pdfRyanair Holding PLC, (2007). Strategy. Retrieved May 20, 2009,from Ryanair Web Site:http://www.ryanair.com/site/about/invest/docs/Strategy.pdfGoogle (2009). Ryanair Holdings plc (Public, ISE: RYA). Retrieved May 20, 2009, from Google Finance Web site: http://www.finance.google.com/finance?q=ISE:RYALavarack, M P. M. Brown. (1992) Benchmarking: Learning from Best Practice. Business Studies, Vol 5, No.2. Thompson, J. L. (1997) Strategic Management. International Thompson Press: London. Carpenter, M.A. and Sanders, W.G. Strategic Management: A Dynamic Perspective Concepts and Cases, 2nd edition. Upper Saddle River, NJ: Pearson Prentice Hall, 2009

sting of prejudice Essay -- essays research papers

Sting of Prejudice   Ã‚  Ã‚  Ã‚  Ã‚  In the novel To Kill a Mockingbird by Harper Lee there are many characters whose lives and thoughts about one another are distorted by prejudice and stereotyping. Three of the many characters whose lives were affected by prejudice are Bob Ewell, Tom Robinson and Dolfus Raymond. Bob Ewell’s mind is distorted in his view of other races. Tom Robinson is a victim of prejudice and is treated unfairly because of the color of his skin. The third character Dolfus Raymond is not accepted by the community because he is married to a black woman. These are three very different men whom by choice or circumstance are forever affected by the hatred associated with prejudice and stereotyping.   Ã‚  Ã‚  Ã‚  Ã‚  Bob Ewell is a man who is consumed by hatred, he is very poor and thinks very little of the black people in the community. Bob believes â€Å"that all Negroes lie, that all Negroes are basically immoral beings† (17). Prejudice in Maycomb is both racial and socio-economic. â€Å"The Cunninghams don’t like the Ewells† (226) because they consider them lower class. The â€Å"Ewells hate and despise the colored folks.† (226) The trial has given Bob Ewell the opportunity to not only persecute a black man but to feel in a very public way that he is superior and more believable to the jury because of his race.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  &nb...

Cultural Competence Essay

Cultural and linguistic competence in nursing can be defined as a set of related behaviors and attitudes that integrate together within a healthcare system or institution and among the professionals that work within the system or institution with the purpose of enabling effective and efficient delivery of health services in cross-cultural scenario (Jeffreys, 2006). Below is a brief description of the eight principles of cultural competence: †¢ Broadly defining culture This involves identifying the other factors besides race, language and ethnicity that determine an individual’s sense of awareness in relation to other people (HRSA, 2001). This is because health services are delivered to an individual, and group characteristics may not be a reflection of a person’s attitudes and life experiences (Lundy & Janes, 2003). †¢ Valuing Clients’ Cultural beliefs This involves caregivers or professionals in healthcare sufficiently learning the attitudes, knowledge and belief of their target population regarding healthcare and applying what is learned for the delivery of culturally competent care (HRSA, 2001). †¢ Recognizing complexity in Language interpretation This is identifying any hindrances to effective communication and targeted group due to language differences; and laying down strategies to address the same (HRSA, 2001). †¢ Facilitating learning between caregivers and communities This is the creation of environments under which caregivers can learn about the beliefs and attitudes of the targeted cultural group and their impact on healthcare; while the targeted community learns more about how healthcare works (HRSA, 2001). †¢ Involving the community in the defining and addressing healthcare needs This is getting the community to fully participate in the formulation of health policies in the system that serves them so that managed care can be fully culturally competent (HRSA, 2001). †¢ Collaborating with other agencies This is forging working alliances with groups that are familiar with the needs of the targeted community to boost the chances of delivering culturally competent services (HRSA, 2001). †¢ Professionalizing staff hiring and training This is setting cultural competence standards for new caregivers getting into the system; and continually training serving staff in emerging standards of cultural competence (HRSA, 2001). †¢ Institutionalizing cultural competence This is making cultural competence standards an integral part of healthcare planning and optimizing hiring, training and funding to meet these standards (HRSA, 2001). In conclusion, the above principles are very vital to the delivery of holistic healthcare services for healthcare professionals working in cultures different from them (Lundy & Janes, 2003). ? References Health Resources and Services Administration, HRSA (2001). Cultural Competence Works. Retrieved on 14/5/2010from ftp://ftp. hrsa. gov/financeMC/cultural-competence. pdf Jeffreys, M. R. (2006). Teaching Cultural Competence in Nursing and Health Care: Inquiry, Action and Innovation. Springer. Lundy, K. S. & Janes, S. (2003). Essentials of Community-based Nursing. Jones & Bartlett.

Mediaculture

Week 7: Suzanne Lacy and Leslie Labowitz, Feminist Media Strategies for Political Performance We live in a media centric world bombarded by the media images twenty four hours a day.   It is so powerful that we often cannot distinguish the ‘reality’ from the mediated reality. Media makes use of images around us to convey this very different articulated meaning. This often interludes with the notion of the people who control the media; which can either be the proprietor or dominant groups through force or coercion that control the opinions. These viewpoints are the factors that determine the news values, of the modern media, which often tend to trivialize or sensationalize the issues, according to the ideological stance. Feminist Media Arts have formed as a resistance to this distorted media views, to convey the ‘undistorted reality’ to the public. It’s more than an information campaign and the same time new mode of protest to decry the ugly stories media told about women. The feminist media work as the activists say ‘has three ultimate purposes: first, to interrupt the incessant flow of images that supports the established social order with alternative ways of thinking and acting; second, to organize and activate viewers (media is not the only, nor necessarily most effective, way to do this); third, to create artful and original imagery that follows in the tradition of fine art, to help viewers see the world in a new way and learn something about themselves in relation to it. ’ The authors in their essay point to the ways to attract the media to their campaign and force them to present their viewpoints. The authors say that ‘to understand how media operates, observe it -with detachment -and be pragmatic. It doesn't matter what you think the media should cover, the object of the game (and it is a game) is to get them to play it your way. Mass media time is not a public service; it is a highly valuable commodity that is purchased by corporations and individuals who promote products, ideas, attitudes and images. The stakes of this game are high, and as artists the best we can hope for is a kind of guerrilla foray into that system.’ Here it would be wise to note the contributions of the Glasgow University Media Research Group (GUMG) and Centre for Contemporary Cultural Studies (CCCS), engaged in research in the process of news production and the relationship between ideology and representation. The research of the GUMG has been very controversial since the publication of Bad News in 1976. Bad News was concerned with the television coverage of industrial relations in 1975. The GUMG’s analysis of television news led it conclude that the viewers had been given a misleading portrayal of industrial disputes, a portrayal that distorted the ‘real’ situation. The descriptions attached to management were such that they persuaded the audience of the rightness of the management position against the demands made by the unions. Thus, it has become the inherent nature of the media to manipulate things. In 1973 Galtung and Ruge analyzed foreign news in newspapers and found that for any event to become a ‘news item’, and therefore considered ‘newsworthy’, it had to pass through a selection process. If it conformed to a particular set of criteria, the news staff judged it newsworthy. Galtunge and Ruge calls those criteria as ‘news values’. The essay tells different methods to persuade the media for the political performance. But the question remains, if the media conforms to certain pre-determined news values, how can these campaigns succeed, despite the systematic efforts by the activists. Week 8: Jesse Drew, The Collective Camcorder in Art and Activism. The essay attempts to portray the role of the video makers’ collectives, in many resistance movements. The invention of the video camcorder has in fact changed the course of history. These movements and the developments in technology when coupled with the ideology of post modernism, took art and activism to new heights. From the efforts of independent artists to the collectives such as Paper Tiger and the Independent Media Center, the revolt has spread to resist the images presented by the mainstream media and culture. So the environment was all set for a departure from the art-video, and experiment something new that reached the people. As the essayist says, television is, after all, at the heart of our popular culture, the culture of the everyday, and dominates the media landscape. Video, when all is said and done, is a form of television, ‘a media device that conveys information. It is natural that video artists cross the boundaries of art and activism, and frequently choose to ‘subvert the message, not just exploit the form. This artistic jujitsu, using the weight of television to fall upon itself, emerged as a popular strategy among video collectives. Increasingly, video artists in the 1980s and 1990s embraced the necessity to reflect on, intervene, and challenge the contested terrain of television, mass media, and popular culture, and leave the art-video aesthetic behind.’ As Strinati called it ‘post modernism is skeptical of any absolute, universal and all embracing claim to knowledge and argues that theories or doctrines which make such claims are increasingly open to criticism, contestation and doubt. The mass media are central to the post modern condition because we now take as real, is to a large extent what media tell us is real. We are bombarded from all sides by cultural signs and images in all aspects of media. According to Baudrillard, we have entered the world of simulacra. These are signs that function as copies or models of real objects or events. In the post-modern era, simulacra no longer present a copy of the world, nor do they produce replicas of reality. Today†¦..social reality is structured by codes and models that produce the reality they claim to merely represent.’ From the 1960s onwards there was a revolt against the modernists. The post modernists thought believed in the breakdown of the distinction between culture and society, the break down of the distinction between art and popular culture, the confusion over time and space, and the decline of the meta narratives. The pop art of the 1960s demonstrates this clearly, for example, Andy Warhol presented soup tins and cola bottles as art, as well as challenging the uniqueness of Da Vinci’s portrait of the Mono Lisa by silk screening her image thirty times – Thirty are better than one. In fact post modernism has helped them to drift away from the so called artistic beliefs. In the words of the essayist ‘video artists in the 1980s and 1990s embraced the necessity to reflect on, intervene, and challenge the contested terrain of television, mass media, and popular culture, and leave the art-video aesthetic behind. The convergence of these new political, cultural, social, technological, artistic, and economic developments’ provided the impetus to the establishment of the counter movements like the Paper Television, and subsequently the Independent Media Center. In fact, video art has surpassed all other art forms in interpreting history. Week 9: Carole S. Vance, The War on Culture. The essay follows the great discussion in the world of art whether a self-censorship is inevitable when it comes to sexual images. Vance quotes instances where public ire overlooked the ‘artistic value’ when morality was questioned. Vance says that ‘the fundamentalist attack on images and the art world must be recognized as a systematic part of a right-wing political program to restore traditional social arrangements and reduce diversity. The right wing is deeply committed to symbolic politics, both in using symbols to mobilize public sentiment and in understanding that, because images do stand in for and motivate social change, the arena of representation is a real ground for struggle.’ He says that it is high time that a vigorous defence of art and images should be made. The author has given a new dimension to the culture war. This is not isolated with art or artistic movements. Representation of sexuality in media is more complex than in art, for example, counting the number of times that women appear on the screen because we cannot immediately identify a person’s sexual orientation in the way that we can identify markers of sex and race. Observations by Dyer on gay behavior can be more illustrative here on the representation of sexuality in media. He says ‘a major fact about being gay is that it doesn’t show. There is nothing about gay people’s physiognomy that declares then gay, no equivalent to the biological markers of sex and race. There are signs of gayness, a repertoire of gestures, stances, clothing and even environments that bespeak gayness but these are cultural forms designed to show what the person’s person alone does not show: that he or she is gay’. There are signs of gayness, for example gestures, accents posture and so on, but these markers of sexuality are socially constructed and are both historically and culturally specific. Media texts often rely on stereotypical narratives to indicate that characters in a story line are gay. These may include childlessness, loneliness, a man’s interest in arts or domestic crafts, a woman’s in mechanics or sports. ..each implying a scenario of gay life.’ Both lesbians and gays have been to use Tuchman’s term ‘symbolically annihilated’ by the media in general. The representation of these two groups has been particularly limited on television. The media has been very careful on such sensitive issues, but has not been so. Media has been overtly criticized primarily on its representations, but when coming to issues of morality, media tended to be very much conservative, and there of course has been   a lot of self-censorship. As the essayist says ‘symbolic mobilizations and moral panics often leave in their wake residues of law and policy that remain in force long after the hysteria has subsided, fundamentalist attack on art and images requires a broad and vigorous response that goes beyond appeals to free speech. Free expression is a necessary principle in these debates, because of the steady protection it offers to all images, but it cannot be the only one. To be effective and not defensive, the art community needs to employ its interpretive skills to unmask the modernized rhetoric conservatives use to justify their traditional agenda, as well as to deconstruct the â€Å"difficult† images fundamentalists choose to set their campaigns in motion.’ Artists can of course look at the way media behaves in this respect. Week 10: Kester Grant, A Critical Frame work for Dialogical Practice. Revolt, is word usually associated with the art movements and the biographies of artists themselves. Thus a shift from the galleries to community based installations is a natural course of the artistic history. The author explores these transitions as an inherent revolt that pervaded the artistic community. When the artists themselves began to question the gallery itself as an appropriate site for their work. At a time when scale and the use of natural materials and processes were central concerns in sculpture, the comparatively small physical space of the gallery seemed unduly constraining. Further, the museum, with its fusty, art historical associations, appeared ill equipped to provide a proper Context for works that explored popular culture or quotidian experience. Many artists saw museums, with their boards of wealthy collectors and businesspeople, as bastions of snobbish elitism in an era that demanded a more accessible and egalitarian form of art. There are many ways to escape the museum. In some cases artists chose to work in sites that were empty or depopulated (e.g., Gordon Matta-Clark's â€Å"cuttings† in abandoned buildings, Michael Heizer's or Robert Smithson's land art projects in nearly inaccessible locations), suggesting a certain anxiety about the social interactions that might occur upon venturing beyond sanctioned art institutions. One strand of this work is represented by the agitational, protest-based projects of Guerilla Art Action Group (GAAG), the Black Mask Group, and Henry Flynt in New York. Drawing on the energies of the antiwar movement and the traditions of fluxus performance and siruationism, these groups staged actions outside mainstream cultural institutions (Lincoln Center, Museum of Modern Art, etc.) to call attention to the complicity of these institutions with broader forms of social and political domination.' A different approach, and one more directly related to dialogical practices, emerged in the collaborative projects developed by artists associated with the Woman's Building in Los Angeles during the 1970s. Artists, fueled by political protests against the Reagan administration's foreign policy (especially in Central America), the antiapartheid movement, and nascent AIDS activism, as well as revulsion at the market frenzy surrounding neoexpressionism, with its retardaire embrace of the heroic male painter. A number of artists and arts collectives developed innovative new approaches to public and community-based work during the 1980s and early 1990s. The late 1980s and early 1990S witnessed a gradual convergence between old-school community art traditions and the work of younger practitioners, leading to a more complex set of ideas around public engagement. This movement was also catalyzed by the controversy over Richard Serra's Tilted Arc in the late 1980s, Community art projects are often centered on an exchange between an artist (who is viewed as creatively, intellectually, financially, and institutionally empowered) and a given subject who is defined a priori as in need of empowerment or access to creative/expressive skills. Thus the â€Å"community† in community-based public art often, although not always, refers to individuals marked as culturally, economically, or socially different from the artist. References: 1.  Ã‚  Ã‚  Ã‚  Ã‚   Suzanne Lacy and Leslie Labowitz, Feminist Media Strategies For Political Performance 2.  Ã‚  Ã‚  Ã‚  Ã‚   Jesse Drew, The Collective Camcorder in Art and Activism. 3.  Ã‚  Ã‚  Ã‚  Ã‚   Carole S. Vance, The War on Culture 4.  Ã‚  Ã‚  Ã‚  Ã‚   Kester Grant, A Critical Frame work for Dialogical Practice

Deforestation in Asia

Deforestation in Asia We tend to think that deforestation is a recent phenomenon, and in certain parts of the world, that is true.   However, deforestation in Asia and elsewhere has been a problem for centuries.   The recent trend, actually, has been the transfer of deforestation from the temperate zone to tropical regions. What is deforestation? Simply put, deforestation is the clearing of a forest or stands of trees to make way for agricultural use or development.   It can also result from the cutting of trees by local people for building materials or for fuelwood if they dont replant new trees to replace the ones they use.   In addition to the loss of forests as scenic or recreational sites, deforestation causes a number of harmful side effects.   Loss of tree cover can lead to soil erosion and degradation.   Streams and rivers near deforested sites becoming warmer and hold less oxygen, driving out fish and other organisms.   Waterways also can become dirty and silted due to soil eroding into the water.   Deforested land loses its ability to take up and store carbon dioxide, a key function of living trees, thus contributing to climate change.   In addition, clearing forests destroy habitat for innumerable species of plants and animals, leaving many of them critically endangered. Deforestation in China and Japan:   Over the past 4,000 years, Chinas forest cover has shrunk dramatically.   The Loess Plateau region of north-central China, for example, has gone from 53% to 8% forested in that period.   Much of the loss in the first half of that time span was due to a gradual shift to a drier climate, a change unrelated to human activity.   Over the past two thousand years, and particularly since the 1300s CE, however, humans have consumed ever-increasing amounts of Chinas trees.

Five Terms Related to Submitting a Manuscript

Five Terms Related to Submitting a Manuscript Five Terms Related to Submitting a Manuscript Five Terms Related to Submitting a Manuscript By Maeve Maddox A reader asks about some terms: I’m confused: Whats the difference between Submissions and Query Letters and Cover Letters and Biographies and Resumà ©s? As these terms are often used interchangeably on writing sites, the reader’s confusion is understandable. Perhaps the following explanations can help. 1. Query Letter A query letter is a one-page letter intended to interest an editor in something a writer has written or intends to write. It should address the editor by name (spelled correctly) and begin with a hook: a strong statement that piques the editor’s interest. If the query is about a magazine article, the hook might be the first paragraph of the article. The query should give the editor an idea of the structure and content of the piece being offered. If the offered work is a novel, the letter should include a description of the main theme and story line, including conflict and resolution (how it ends). A query letter should tell why the author is qualified to write the article or book and end with a direct request for the desired magazine assignment or for permission to send a manuscript. 2. Cover Letter When the editor asks to see a manuscript or sample pages, the writer includes a cover letter with the submission: a brief letter to accompany the manuscript or sample. Editors receive hundreds of queries. The cover letter is a practical and courteous way to remind the editor of the particulars of your initial query. Keep it short and don’t try to do any additional selling. It’s enough to say something like this: â€Å"Here’s the short story I queried you about on March 20, 2016. I look forward to hearing from you.† 3. Author’s Bio The shortening bio for biography is the norm in the context of marketing written material. The bio focuses on the writer’s credentials. Publishers want to know if the writer has published before and is qualified to write about the material being offered. They do not want to know about the writer’s dogs, cats, children, hobbies, or any other irrelevancies. 4. Resumà © A resumà © is a brief account of ones education and professional experience. Some of the same information that belongs in a resumà © can also have a place in an author’s bio, but a resumà © will be more comprehensive regarding past employment. A writer who is applying for a job as an editor or a blogger will certainly offer a resumà © to the potential employer. Note: Although the French original is spelled with two accent marks (rà ©Ã‚ ·su ·mà ©) American spelling recognizes both resume and resumà ©. I favor a single accent for two reasons: the first accent is meaningless to most English speakers, but the final accent mark distinguishes the noun and its pronunciation from the verb resume.   For example: â€Å"I started writing my resumà © today, but was interrupted. I’ll resume work on it in the morning.† 5. Submission When an editor asks to see a partial or completed manuscript, the writer prepares a submission that includes a manuscript (partial or complete) and whatever additional material has been requested by an editor or publisher. Before preparing a submission, the writer will consult the publisher’s guidelines to see how the manuscript should be formatted, how it should be sent (by mail or electronically), and what additional enclosures are wanted. The manuscript included in a submission should be as complete and as correct as the writer can make it. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Fiction Writing category, check our popular posts, or choose a related post below:Program vs. ProgrammeEnglish Grammar 101: Verb MoodEspecially vs. Specially

Soviet Invasion of Afghanistan

Soviet Invasion of Afghanistan Over the centuries, various would-be conquerors have thrown their armies against the sere mountains and valleys of Afghanistan. In just the past two centuries, great powers have invaded Afghanistan at least four times. It has not turned out well for the invaders. As former US National Security Adviser Zbigniew Brzezinski put it, They (the Afghanis) have a curious complex: they dont like foreigners with guns in their country. In 1979, the Soviet Union decided to try its luck in Afghanistan, long a target of Russian foreign policy. Many historians believe that in the end, the Soviet War in Afghanistan was key in destroying one of the Cold War worlds two superpowers. Background to the Invasion On April 27, 1978, Soviet-advised members of the Afghan Army overthrew and executed President Mohammed Daoud Khan. Daoud was a leftist progressive, but not a communist, and he resisted Soviet attempts to direct his foreign policy as interference in Afghanistans affairs. Daoud moved Afghanistan toward the non-allied bloc, which included India, Egypt, and Yugoslavia. Although the Soviets did not order his ouster, they quickly recognized the new communist Peoples Democratic Party government that formed on April 28, 1978. Nur Muhammad Taraki became Chairman of the newly-formed Afghan Revolutionary Council. However, infighting with other communist factions and cycles of purging plagued Tarakis government from the start. In addition, the new communist regime targeted Islamic mullahs and wealthy landowners in the Afghan countryside, alienating all of the traditional local leaders. Soon, anti-government insurgencies broke out across northern and eastern Afghanistan, aided by Pashtun guerrillas from Pakistan. Over the course of 1979, the Soviets watched carefully as their client government in Kabul lost control of more and more of Afghanistan. In March, the Afghan Army battalion in Herat defected to the insurgents, and killed 20 Soviet advisers in the city; there would be four more major military uprisings against the government by the end of the year. By August, the government in Kabul had lost control of 75% of Afghanistan - it held the large cities, more or less, but the insurgents controlled the countryside. Leonid Brezhnev and the Soviet government wanted to protect their puppet in Kabul but hesitated (reasonably enough) to commit ground troops to the deteriorating situation in Afghanistan. The Soviets were concerned about the Islamist insurgents taking power since many of the USSRs Muslim Central Asian republics bordered on Afghanistan. In addition, the 1979 Islamic Revolution in Iran seemed to shift the balance of power in the region toward Muslim theocracy. As the Afghan governments situation deteriorated, the Soviets sent in military aid - tanks, artillery, small arms, fighter jets, and helicopter gunships - as well as ever-greater numbers of military and civilian advisers. By June of 1979, there were approximately 2,500 Soviet military advisers and 2,000 civilians in Afghanistan, and some of the military advisers actively drove tanks and flew helicopters in raids on the insurgents. Moscow Secretly Sent in Units of the Spetznaz or Special Forces On September 14, 1979, Chairman Taraki invited his chief rival in the Peoples Democratic Party, Minister of National Defense Hafizullah Amin, to a meeting at the presidential palace. It was supposed to be an ambush on Amin, orchestrated by Tarakis Soviet advisers, but the chief of palace guards tipped off Amin as he arrived, so the Defense Minister escaped. Amin returned later that day with an Army contingent and placed Taraki under house arrest, to the dismay of the Soviet leadership. Taraki died within a month, smothered with a pillow on Amins orders. Another major military uprising in October convinced the Soviet leaders that Afghanistan had spun out of their control, politically and militarily. Motorized and airborne infantry divisions numbering 30,000 troops began preparing to deploy from the neighboring Turkestan Military District (now in Turkmenistan) and the Fergana Military District (now in Uzbekistan). Between December 24 and 26, 1979, American observers noted that the Soviets were running hundreds of airlift flights into Kabul, but they were unsure whether it was a major invasion or simply supplies intended to help prop up the tottering Amin regime. Amin was, after all, a member of Afghanistans communist party. All doubt vanished over the next two days, however. On December 27, Soviet Spetznaz troops attacked Amins home and killed him, installing Babrak Kamal as the new puppet-leader of Afghanistan. The following day, the Soviet motorized divisions from Turkestan and the Fergana Valley rolled into Afghanistan, launching the invasion. Early Months of the Soviet Invasion The Islamic insurgents of Afghanistan, called the mujahideen, declared a jihad against the Soviet invaders. Although the Soviets had vastly superior weaponry, the mujahideen knew the rough terrain and were fighting for their homes and their faith. By February of 1980, the Soviets had control of all of the major cities in Afghanistan and were successful in quashing Afghan Army revolts when army units marched out information to fight the Soviet troops. However, mujahideen guerrillas held 80% of the country. Try and Try Again - Soviet Efforts to 1985 In the first five years, the Soviets held the strategic route between Kabul and Termez and patrolled the border with Iran, to prevent Iranian aid from reaching the mujahideen. Mountainous regions of Afghanistan such as Hazarajat and Nuristan, however, were completely free of Soviet influence. The mujahideen also held Herat and Kandahar much of the time. The Soviet Army launched a total of nine offensives against one key, guerrilla-held pass called the Panjshir Valley in the first five years of the war alone. Despite the heavy use of tanks, bombers, and helicopter gunships, they were unable to take the Valley. The mujahideens amazing success in the face of one of the worlds two superpowers attracted support from a number of outside powers seeking either to support Islam or weaken the USSR: Pakistan, the Peoples Republic of China, the United States, the United Kingdom, Egypt, Saudi Arabia, and Iran. Withdrawal From the Quagmire - 1985 to 1989 As the war in Afghanistan dragged on, the Soviets faced a harsh reality. Afghan Army desertions were epidemic, so the Soviets had to do much of the fighting. Many Soviet recruits were Central Asians, some from the same Tajik and Uzbek ethnic groups as many of the mujihadeen, so they often refused to carry out attacks ordered by their Russian commanders. Despite official press censorship, people in the Soviet Union began to hear that the war was not going well and to notice a large number of funerals for Soviet soldiers. Before the end, some media outlets even dared to publish commentary on the Soviets Vietnam War, pushing the boundaries of Mikhail Gorbachevs policy of glasnost or openness. Conditions were terrible for many ordinary Afghans, but they held out against the invaders. By 1989, the mujahideen had organized some 4,000 strike bases across the country, each manned by at least 300 guerrillas. One famous mujahideen commander in the Panjshir Valley, Ahmad Shah Massoud, commanded 10,000 well-trained troops. By 1985, Moscow was actively seeking an exit strategy. They sought to intensify recruitment and training for the Afghan armed forces, in order to transition responsibility to local troops. The ineffectual president, Babrak Karmal, lost Soviet support, and in November of 1986, a new president named Mohammad Najibullah was elected. He proved less than popular with the Afghan people, however, in part because he was the former chief of the widely-feared secret police, the KHAD. From May 15 to August 16, 1988, the Soviets completed phase one of their withdrawal. The retreat was generally peaceful since the Soviets first negotiated cease-fires with mujahideen commanders along the withdrawal routes. Remaining Soviet troops withdrew between November 15, 1988, and February 15, 1989. A total of just over 600,000 Soviets served in the Afghan War, and about 14,500 were killed. Another 54,000 were wounded, and an astonishing 416,000 became ill with typhoid fever, hepatitis, and other serious diseases. An estimated 850,000 to 1.5 million Afghan civilians died in the war, and five to ten million fled the country as refugees. This represented as much as one-third of the countrys 1978 population, severely straining Pakistan and other neighboring countries. 25,000 Afghans died from landmines alone during the war, and millions of mines remained behind after the Soviets withdrew. The Aftermath of the Soviet War in Afghanistan Chaos and civil war ensued when the Soviets left Afghanistan, as rival mujahideen commanders fought to enlarge their spheres of influence. Some mujahideen troops behaved so badly, robbing, raping, and murdering civilians at will, that a group of Pakistani-educated religious students banded together to fight against them in the name of Islam. This new faction called itself the Taliban, meaning the Students. For the Soviets, the repercussions were equally dire. Over the previous decades, the Red Army had always been able to quash any nation or ethnic group that rose in opposition - the Hungarians, the Kazakhs, the Czechs - but now they had lost to the Afghans. Minority peoples in the Baltic and Central Asian republics, in particular, took heart; indeed, the Lithuanian democracy movement openly declared independence from the Soviet Union in March of 1989, less than a month after the withdrawal from Afghanistan finished. Anti-Soviet demonstrations spread to Latvia, Georgia, Estonia, and other republics. The long and costly war left the Soviet economy in shambles. It also fueled the rise of a free press and open dissent among not only ethnic minorities but also from Russians who had lost loved ones in the fighting. Although it was not the only factor, certainly the Soviet War in Afghanistan helped to hasten the end of one of the two superpowers. Just over two and a half years after the withdrawal, on December 26, 1991, the Soviet Union was formally dissolved. Sources MacEachin, Douglas. Predicting the Soviet Invasion of Afghanistan: The Intelligence Communitys Record, CIA Center for the Study of Intelligence, Apr. 15, 2007. Prados, John, ed. Volume II: Afghanistan: Lessons from the Last War. Analysis of the Soviet War in Afghanistan, Declassified, The National Security Archive, Oct. 9, 2001. Reuveny, Rafael, and Aseem Prakash. The Afghanistan War and the Breakdown of the Soviet Union, Review of International Studies, (1999), 25, 693-708.

Principles and Functions of Management Essay Example | Topics and Well Written Essays - 1500 words

Principles and Functions of Management - Essay Example This theory focused upon the achievement of short term objectives as a means to fulfilling the long term goals of the organization. (Birnbaum 2000:43-52). Employees in every department were to set out short-term objectives, which were to be achieved within a certain deadline. Companies such as General Motors and RCA Foods adopted this method of management. However, in actual practice, this theory failed to take into account the political bickering and rivalry that existed between various departments. In actual practice, the departments rarely bothered to make and adhere to short-term objectives and the theory was soon scrapped by 1985, because it was found to be ineffective. The reason for this was because the theory failed to take into account the unpredictable human factor, that often results in problems arising with the practical execution of a management theory that may be sound good on paper but fails in practice. Managers therefore failed to make use of this theory on a wide ra nging basis, because while it sounded good as a theory it was not effective in actual practice. This is a commonly used management practice today and the tool through which it functions is commonly known as the SWOT analysis. This theory was also derived from Peter Drucker’s rational approach with an attempt to also include political inputs. This method involves the analysis of the Strengths, Weaknesses, Opportunities and Threats to a business. This was a management technique that was set out with the purpose of identifying a particular niche for every business. The aim and objective behind this management theory was to enable an organization to survive and compete effectively in a rapidly changing, globalizing environment. According to this theory, the SWOT analysis helps to analyze external and internal data within the organization and compare it with others in the industry in order to evaluate the exact

Should the instant replay used in the NFL be applied to other sports Essay

Should the instant replay used in the NFL be applied to other sports - Essay Example Instant replays were necessitated by the need to be accurate. There was a problem when teams were awarded titles and trophies they did not deserve. One point can make a significant difference. One score can be the difference between the winner and the loser. It has been observed that teams have been given points they did not score. All because the referee thought the ball went past the score line. In 2010 FIFA world cup, for instance, in South Africa when England was playing against Germany England was denied a goal by the referees. Yet replays confirmed the ball went past the goal line. Before a team wins a championship, it costs the team a lot of money, effort and time. Teams invest up to millions of dollars in these activities so that they can win. When an unfair decision by a referee denies a team a crucial victory, then it causes anger and frustrations. Yet the referees cannot be in every place within the field of play.... Before a team wins a championship, it costs the team a lot of money, effort and time, (Kramer 194). Teams invest up to millions of dollars in these activities so that they can win. When an unfair decision by a referee denies a team a crucial victory, then it causes anger and frustrations. Yet the referees cannot be in every place within the field of play, (Wiederhold and W Sutphen 54). The other problem involved cases of discipline in the field of play. There are instances in which players attack each other in a way that is malicious, (Verna 21). Some of those incidences can result to injuries. The referees are not always in a position a see some of these incidences as they happen. Most of these incidences are captured by video cameras. These footages are aired in the course of the game, (Gamache 101). This sparks a wave of outrage from fans and supporters. Sometimes the referees are accused of being biased. This happen when it is perceived that the referee is being unfair to one tea m. The referees need to be at a position to see things as they happen in the field of play. Referees involve instant replay technology. Instant play helps to sort of some of these challenges. Tournaments must be a fair platform. This is because they must show genuine effort being rewarded. Technology must be used to solve the problems that exist if it has to make sense to us. There should be a way of spotting and monitoring all the incidences in the course of the game. This makes sure that all cases that require disciplinary action as handled in the right way, (Verna 21). The other serious problem is on the bases of security of the players in the field. This also extends to the security of the fans watching the game in the field. There have

Building construction and it's effect on the Fire Service Essay

Building construction and it's effect on the Fire Service - Essay Example Type II is Noncombustible, this type represents those building having steel beams and girders, they are susceptible to steel deformation and resulting collapse with less or no warning. Type III is the ordinary construction which consists of a mix of materials, including steel, wood and concrete, the older this type of building gets the more it is prone to fire. Type IV is the Heavy Timber almost all types of members and load bearing structures are made of wood and as a result the burn time of these structures are normally very long before the structure fails or collapse completely. The connections, usually of steel, are the weak points in this type of construction. Type V is Wood Frames, they normally consist of common houses and other small structures made of wooden frames. The appendix 1 contains a extract of the NFPA 220: Standard on Types of Building Construction, Edition which gives the fire resistive rating of each type of building construction given. There are many aspects of the building that are to be considered for fire protection and safety. The issue is that what these steps and aspects should be gauged and standardized too, for this there are several standardization bodies, research organizations and codes working significant among which are National Fire Protection Association, International Building Codes (IBC), International Fire codes, Occupational Safety and Health Administration (OSHA) and ASTM. Where as the codes that dictates the fire services and building construction at the same time are NFPA 1: Uniform Fire Code, NFPA 101: Life Safety Code, NFPA 241: Standard for Safeguarding Construction, Alteration, and Demolition Operations, NFPA 1141: Standard for Fire Protection in Planned Building Groups, NFPA 5000: Building Construction and Safety Code. (Occupational Safety and Health Administration). The fire services and its specifications are designed on many considerations of the buildings construction, the first consideration would be the typ e of construction as mentioned before, second major consideration is the height, no of floors and working space of the building, thirdly are the structural systems and their connections, failures points and fourthly the material of construction also known as the fuel for the fire and lastly the occupancy of the facility. Firstly it is the type of construction that governs the fire services, the resistance of the construction directly affects the fire protection system and the no of hours the building can sustain fire. The method of calculation is given below and it corresponds to those written in the appendix 1. Type II (000), it requires sprinklers and If it is a Type II (222), sprinklers are not required. So the type of construction dictates the type of fire fighting. Now as we know the fire resistance of the building, the major building codes dictates all the fire services accordingly, the most widely used and implemented building construction code is International Building Code IBC 2006 and International Fire Code. Now I would like to highlight the main components of fire services which are affected my the fire resistance capabilities of the structure. According to IBC the first consideration is fire walls that need to be build and which is summarized in the table below. The section 715 of the IBC 2006 has a detailed standards on

Krumboltzs Theory - Journal Critique Essay Example | Topics and Well Written Essays - 500 words - 15

Krumboltzs Theory - Journal Critique - Essay Example The article by Thoresen, Hosford, and Krumboltz, ‘Determining Effective Models for Counseling Clients of Varying Competencies’, also highlights how the difference in the social modeling techniques also has a clear impact on the behavior of the clients and observers. The authors have used the theory suggested by Krumboltz and have based the entire research to support the theory and provide a better view of the social background and its impact (Thoresen, Hosford and Krumbolte). The Krumboltz’s case teaches clearly that one of the major factors while deciding a career plan for a group of people is to consider the race and creed and also keep in mind the previous history of learning as it would assist in better planning for the students and create a more effective career development plan. The theory by Krumboltz has a allows a chance to increase the associative learning experience and also allows the individuals to react well to factors like gender, race, creed and al so including factors like both the planned as well as unplanned occurrences as well. Another very essential factor that has been included and provided in the article by   (Spoth, Trudeau and Guyll), clearly indicates the importance of family intervention and how these interventions in the previous stages can clearly have an impact on the young adults and also abstain them from getting addicted to unhealthy habits. This also highlights, Krumboltz’s theory and contributes to the theory to quite a great extent. The article also provides a clear interlink of how the intervention of a parent or a family can lead to a delayed or no use of any substance by the young adults. Together it is essential to note that the four main factors that affect the career decision making include: a) Genetic Endowment and special abilities, b) Environmental conditions and events, c) Learning Experience and d) Task Approach Skills. Irrespective of the schools or the area where the schools are locate d the various authors and scholars have noted that the intervention of family has a major impact on the young adults and this impact can help them make very important decisions in their lives (Spoth, Trudeau and Guyll).

COMMUNICATION AND DECISION MAKING Essay Example | Topics and Well Written Essays - 500 words

COMMUNICATION AND DECISION MAKING - Essay Example In my personal scenario, the 2 highly defined strategic aspects are logical processor and hypothetical analyzer. From a broad perspective, logical processor has an innate ability to critically analyze the situation with the prescribed rules and regulations and help in providing a detailed and a vivid result. To me, this strategy helps to make myself stable as it helps me to assure that the relevant information required has been processed efficiently and effectively.  As an individual, it gives me the ability view my problems with the optimum level of care and also helps to consider certain important factors which are involved before moving on to a conclusion. Such technical aspects help me to find the core aspect of problem-solving in a highly interesting and intriguing manner. Being a logical processor helps me to keep a relevant track record of my work and helps me in being highly organized, specifically because this approach is highly methodical. This approach is highly pragmatic as it goes to the core of the problem and offers various alternatives. My Strategic style directly coincides with the conservator strategic pattern. By closely analyzing my traits and attributes, my communication and decision making strategy may work differently depending on the specific situation. In such a scenario, the ability to communicate would certainly vary and it depends on whether the attributes of logic and sensitivity have been used. Being a Conservator helps me in attempting the optimum solutions in a specified structure. Such method is suitable for situations where there is very low margin for error. This style is suitable for me because it is directly characterized by having a strong adherence for procedural and innovative techniques (Visser, 1999). It is evident that decision making can be defined as a process which needs consistent and adequate level of planning for achievement of desired results. Planning helps to ease and

Managing Diversity in Organisations Literature review

Managing Diversity in Organisations - Literature review Example The study will try to analyze the literature on selected topic from the view point of strategic human resource management. Literature Review Taylor Cox, who is a renowned US diversity scholar, has expressed both annoyance and frustration on issues like misuse of the term diversity in the field of management. Cox (1994) has argued that, managing diversity in organization was never an American issue because in today’s world, organizations of other countries face the same challenge as American companies do when it comes to managing a diversified workforce. According to Cox (1994), non-American companies need to understand the importance of key issues associated with managing diversity such as knowledge sharing, team work, lattice communication path etc. According to Seidl and Becker (2006), organizations need to take help of guidelines or best practices suggested by other successful companies in order to maintain diversity in business place. The scholar duos have stated that the term â€Å"managing diversity† should be used in order to address complexity and cross culture perspective of business practices. Research works done by various management scholars on the topics like diversity management have influenced the researcher to write this literature review. Equality at work: Global Perspective Many companies across the globe face challenges regarding maintaining provision of equality in the workplace despite the presence of national legislative frameworks in many countries. There are evidences regarding the gender discrimination in the workplaces in many countries across the world, such examples are not good sign for management researchers and managers who are supporters of the agenda named as â€Å"managing diversity in the workplace.† According to Singh and Vinnicombe (2003), pie for women in the management position is comparatively low in comparison to male counterparts. Becker and Haunschild (2003) have pointed out that many companies ign ore the complex issues regarding managing diversity in the organization. According to recent survey, rate of termination for disabled people is twice in comparison to able-bodied people in the UK. Such examples are showing that organizations need to rethink about discriminations related to gender, race, disability, colour and nationality in order to match steps with global trend of bringing and managing diversity in the organizations. Research scholar Korabik and Abbondanza’s (2004) have stated that women are equally capable of modifying organizational policies and taking part in business policy determination. Hence, it is evident from the above discussion that managing a workforce which is diversified in terms of gender, race, physical ability, nationality and colour can help organizations not only to achieve equality but also to improve their service quality. Equal Opportunities and Managing Diversity During early 1990s, management researchers have introduced the term †Å"managing diversity† in order to define characteristics of equal opportunities (EO). Research scholars such as Jackson and Schuler’s (2003) have stated that organizations need to adopt the managing diversity strategy in order to use potential human resources available in the global marketplace. Definition of managing diversity in organization can be stated as â€Å"understanding that there are differences among employees and that

COMMUNICATION AND DECISION MAKING Essay Example | Topics and Well Written Essays - 500 words

COMMUNICATION AND DECISION MAKING - Essay Example In my personal scenario, the 2 highly defined strategic aspects are logical processor and hypothetical analyzer. From a broad perspective, logical processor has an innate ability to critically analyze the situation with the prescribed rules and regulations and help in providing a detailed and a vivid result. To me, this strategy helps to make myself stable as it helps me to assure that the relevant information required has been processed efficiently and effectively.  As an individual, it gives me the ability view my problems with the optimum level of care and also helps to consider certain important factors which are involved before moving on to a conclusion. Such technical aspects help me to find the core aspect of problem-solving in a highly interesting and intriguing manner. Being a logical processor helps me to keep a relevant track record of my work and helps me in being highly organized, specifically because this approach is highly methodical. This approach is highly pragmatic as it goes to the core of the problem and offers various alternatives. My Strategic style directly coincides with the conservator strategic pattern. By closely analyzing my traits and attributes, my communication and decision making strategy may work differently depending on the specific situation. In such a scenario, the ability to communicate would certainly vary and it depends on whether the attributes of logic and sensitivity have been used. Being a Conservator helps me in attempting the optimum solutions in a specified structure. Such method is suitable for situations where there is very low margin for error. This style is suitable for me because it is directly characterized by having a strong adherence for procedural and innovative techniques (Visser, 1999). It is evident that decision making can be defined as a process which needs consistent and adequate level of planning for achievement of desired results. Planning helps to ease and

Educational Enquiry Assignment Example | Topics and Well Written Essays - 1750 words - 1

Educational Enquiry - Assignment Example The outcome so far has been disappointing, though it may be that cognitive psychologists and neuroscientists will soon produce something finer.†Hargreaves argues current educational research is neither adequately cumulative nor relevant to teachers’ practical concerns for it to initiate the contribution required. He draws a contrast between the role of research in education, and role to the practice of medicine by means of evidence based medicine as a model. He claims few teachers use psychology, sociology, philosophy, and history. This makes the teachers work more effective (Reynolds & Trinder, 1997, pg 56) Hargreaves is not very explicit about the form he believes educational research should take. He is neglective of strict methodological problems that are faced by educational researchers. He seems to view the procedure of developing cumulative knowledge about the outcome of different pedagogical methods directly. The use of a standard in judging current educational re search that assumes direct and instrumental form of the relationship. Hargreaves argues educational research has failed to provide practitioners with the required knowledge about pedagogical strategies work, and those that do not ensure competence of the practitioner; he claims that it is not only terms of practical skills but familiarity with practice relevant to the research. While Hammersley points out that it is the language Hargreaves uses implies a commitment to a method that many would deem positivist that it values research that emulates the scientific approach.Hammersley challenges the assumption by arguing this type of evidence is effective in improving practice on the basis that scientific methods, and... This essay approves that the goals of learning in a social constructive perspective differ, and learning is characterized by the subjective reconstruction of society means, and models by carrying out negotiations of meaning in social interaction. Its focus is on interaction within the local setting because they are viewed as automatically related. It is noted that neither an individual learner’s activity nor the local micro culture can be understood without the consideration of the other. These changes the research that is learning compared with a cognitive constructionist research.Constructionism is associated with qualitative data where as sociocultural approaches the original data collection is qualitative because the focal point is on interactions, and dynamic. Learning opportunities arise but research is done on experiences and changes entailed. Many social cultural studies focus on learning as a transformation of identity to forefront the personal characteristics, and ha ve little to say about the system. This report makes a conclusion that learning technology research is presently dominated by a paradigm that divides the research into two types qualitative, and quantitative. The division is normal science in learning, and has provided an agreement that has permitted researchers to shun disagreements over fundamentals, and an outline for standard research training. The standard structure is under pressure from developing research methods that are relevant to learning. Educational research fails to supply a cumulated body of concrete knowledge about the effectiveness, and efficiency of different methods. May be paradigm could finally be resolved in the natural sciences, because the outcome of research was unreliable.

From Marketing Mix to Relationship Marketing Essay Example for Free

From Marketing Mix to Relationship Marketing Essay This report discusses how the marketing mix management paradigm has dominated the marketing thought, research and practice since it was introduced almost 40 years ago, but today new marketing approaches are being introduced and used. The globalization of business and the evolving recognition of the importance of customer retention and market economies and of customer relationship economics, among other trends, reinforce the change in mainstream marketing. Marketing Mix The term marketing mix is probably one of the most famous marketing terms used by millions of people. Its elements are known as the Four Ps, which are price, place, product, and promotion. These four variables are the variables that marketing managers can control in order to best satisfy customers in the target market. Figure 1: Marketing Mix Model – 4Ps Marketing the way most textbooks treat it today was introduced around 1960. The concept of the marketing mix and the Four Ps of marketing – product, price, place and promotion – entered the marketing textbooks at that time. Quickly they also became treated as the unchallenged basic model of marketing, so totally overpowering previous models and approaches, such as, for example, the organic functionalist approach advocated by Wroe Alderson as well as other systems-oriented approaches and parameter theory developed by the Copenhagen School in Europe that these are hardly remembered, even with a footnote in most textbooks of today. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) The marketing mix refers to variables that a marketing manager can control to influence a brand’s sales or market share. Traditionally, these variables are summarized as the Four Ps of marketing: product, price, promotion, and place (i. e. , distribution). Product refers to aspects such as the firm’s portfolio of products, the newness of those products, their differentiation from competitors, or their superiority to rivals’ products in terms of quality. Promotion refers to advertising, detailing, or informative sales promotions such as features and displays. Price refers to the product’s list price or any incentive sales promotion such as quantity discounts, temporary price cuts, or deals. Place refers to delivery of the product measured by variables such as distribution, availability, and shelf space. The 4Ps model is just one of many marketing mix lists that have been developed over the years. And, whilst the questions we have listed above are keys, they are just a subset of the detailed probing that may be required to optimize your marketing mix. Amongst the other marketing mix models have been developed over the years is the 7Ps, sometimes called the extended marketing mix, which include the first 4 Ps, plus people, processes and physical layout decisions. Another marketing mix approach is Lauterborns 4Cs, which presents the elements of the marketing mix from the buyers, rather than the sellers, perspective. It is made up of Customer needs and wants (the equivalent of product), Cost (price), Convenience (place) and Communication (promotion). Cultural policies to promote diversity of cultural expressions today must deal with numerous factors and needs, some of which concern the right of all groups to their forms of expression, and others strictly with business feasibility and the possibility of marketing on a global scale. These different factors may be difficult to reconcile but they are complementary as none can survive and be managed without referring to or involving the other. From the perspective of production development, it is frequently stated that cultural expressions need to find their market in order to survive, but it is also the case that the sacrificing of cultural content with little market value lowers the value of cultural production overall. From the perspective of rights to and processes of identity construction, culture generates services that cannot be governed exclusively by the market, especially in view of the marginality of subaltern groups. Nevertheless, it is almost impossible to think of cultural practices and consumption today without involving the market in some way. For marketers in the cultural industry it is important to identify the factors influencing consumers’ purchasing. Cultural factors are essentially important in selection of the two elements of place and product. For example, someone brought p in an environment that values art would be more likely to buy artistic products. Even it may be important considering customers in terms of their sub-culture. One may be surrounded by people who not only value art but place a higher priority on paintings as opposed to the music. As a result, they will be more likely to buy paintings rather than musical instrument. Pricing the artistic products and act ivities should also follow a logic trend. This practice may be done through some standards set among artists of the same class or by the very artist creator of his work. In general, as it can be seen, due to the difference. (Shahhosseini Ardahaey, 2011) The Four Ps of the marketing mix became an indisputable paradigm in academic research, the validity of which was taken for granted. For most marketing researchers in large parts of the academic world it seems to remain the marketing truth even today. The Four Ps of the marketing mix had been even referred to as â€Å"the holy quadruple†¦of the marketing faith written in tablets of stone. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) The marketer plans various means of competition and blends them into a â€Å"marketing mix† so that a profit function is optimized, or rather satisfied. The â€Å"marketing mix†, concept was introduced by Neil Borden in the 1950s, and the mix of different means of competitions was soon labeled the Four Ps. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) Any marketing paradigm should be well set to fulfill the marketing concept, i. e. the notion that the firm is best off by designing and directing its activities according to the needs and desires of customers in chosen target markets. Gronroos, Toward a Relationship Marketing Paradigm, 1994) American Marketing Association, in its most recent definition states that marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organizational objectives (emphasis added) (Gronroos, From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, 1994) The problem with the Marketing Mix One can easily argue that the four Ps of the marketing mix are not well able to fulfill the requirements of the marketing concept. As Dixon and Blois put it, â€Å"†¦indeed it would not be unfair to suggest that far from being concerned with a customer’s interests (i. e. somebody for whom something is done) the views implicit in the Four P approach is that the customer is somebody to whom something is done! † (emphasis added) . To use a marketing metaphor, the marketing mix and its four Ps constitute a production-oriented definition of marketing, and not a market-oriented or customer oriented one. Moreover, although the interactive nature of the Ps is recognized, the model itself does not explicitly include any interactive elements. Furthermore, it does not indicate the nature and scope of such interactions. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) Van Waterschoot and Van den Bulte recognize three flaws in the Four P model: * â€Å"The properties or characteristics that are the basis for classification have not been identified. * The categories are not mutually exclusive. * There is a catch-all subcategory that is continually growing† . Many marketing-related phenomena are not included. Moreover, as Johan Arndt has concluded, marketing research remains narrow in scope and even myopic, and methodological issues become more important than substance matters. Gronroos, From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, 1994) The Nature of the Marketing Mix The usefulness of the Four Ps as a general marketing theory for practical purposes is, to say the least, highly questionable. Originally, although they were largely based on empirical induction and earlier lists of marketing functions of the functional school of marketing, they were probably developed under the influence of microeconomic theory and specially the theory of monopolistic competition of the 1930s, in order to add more realism to that theory. However, very soon the connection to microeconomic theory was cut off and subsequently totally forgotten. Theoretically, the marketing mix became just a list of Ps without roots. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) Managing the marketing mix makes marketing seem too easy to handle and organize. Marketing is separated from other activities of the firm and delegated to specialists who take care of the analysis, planning and implementation of various marketing tasks, such as market analysis, marketing planning, advertising, sales promotion, sales, pricing, distribution and product packaging. Marketing departments are created to take responsibility for the marketing function of the firm, The marketing department approach to organizing the marketing function has isolated marketing from design, production, deliveries, technical service, complaints handling, invoicing and other activities of the firm. As a consequence, the rest of the organization has been alienated from marketing. Therefore, it has made it difficult, often even impossible, to turn marketing into the â€Å"integrative function† that would provide other departments with the market-related input needed in order to make the organization truly market oriented and reach a stage of â€Å"co-ordinated marketing† the marketing specialists organized in a marketing department may get alienated from the customers. Managing the marketing mix means relying on mass marketing. Customers become numbers for the marketing specialists, whose actions, therefore, typically are based on surface information obtained from market research reports and market share statistics. Frequently such marketers act without ever having encountered a real customer. The marketing department concept is obsolete and has to be replaced by some other way of organizing the marketing function, so that the organization will have a chance to become market-oriented. A traditional marketing department will always, in the final analysis, stand in the way of spreading market orientation. The use of the marketing mix management paradigm and the Four Ps has made it very difficult for the marketing function to earn credibility. Some firms have solved this problem not only by downscaling or altogether terminating their marketing departments but also by banning the use of the term marketing for the marketing function. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) What is the History of the Marketing Mix? A paradigm like this has to be well founded by theoretical deduction and empirical research; otherwise much of marketing research is based on a loose foundation and the results of it questionable. Let us look at the history of the marketing mix paradigm and the four Ps. The marketing mix developed from a notion of the marketer as a mixer of ingredients, which was an expression originally used by James Culliton (1948) in a study of marketing costs in 1947 and 1948. The marketer plans various means of competitions and blends them into a marketing mix, so that a profit function is optimized, or rather satisfied. The marketing mix is actually a list of categories of marketing variables, and to begin with, this way of defining or describing a phenomenon can never be considered a very valid one. A list never includes all relevant elements, it does not fit every situation, and it becomes obsolete. And indeed, marketing academics every now and then offer additional Ps to the list, once they have found the standard tablet of faith too limited. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) Kotler has, in the context of megamarketing, added public relations and politics, thus expanding the list to six Ps. In service marketing. Booms and Bitner (1982) have suggested three additional Ps, people, physical evidence and process. Judd (1987) among others, has argued for just one new P, people. Advocators of the marketing mix paradigm sometimes have suggested that service should be added to the list of Ps (e. g. Lambert and Harrington 1989 and Collier 1991). J It is, by the way, interesting to notice that after the four Ps were definitely canonized sometime in the early 1970s new items to the list are almost exclusively put in the form of Ps It is also noteworthy that Bordens original marketing mix included 12 elements, and that this list was not intended to be a definition at all. Borden considered it guidelines only, which the marketer probably would have to reconsider in any given situation. In line with the mixer of ingredients metaphor he also implied that the marketer would blend the various ingredients or variables of the mix into an integrated marketing program. This is a fact that advocators of the four Ps (or five, six, seven or more Ps) and of todays marketing mix approach seem to have totally forgotten. In fact, the four Ps represent a significant oversimplification of Bordens original concept. McCarthy either misunderstood the meaning of Bordens marketing mix when he reformulated the original list in the shape of the rigid mnemonic of the four Ps where no blending of the Ps is explicitly included; or his followers misinterpreted McCarthys intentions. In many marketing textbooks organized around the marketing mix, such as Philip Kotlers well-known Marketing Management (e. g. 991), the blending aspect and the need for integration of the four Ps are discussed, even in depth, but such discussions are always limited due to the fact that the model does not explicitly include an integrative dimension. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) Contemporary Theories of Marketing In most marketing textbooks the marketing mix management paradigm and its Four Ps are still considered the theory of marketing. Indeed, this is the case in much of the academic research into marketi ng; however, since the 1960s alternative theories of marketing have been developed. As Moller observes in a recent overview of research traditions in marketing, â€Å"from the functional view of marketing ‘mix’ management our focus has extended to the strategic role of marketing, aspects of service marketing, political dimensions of channel management, interactions in industrial networks; to mention just a few evolving trends. The interaction/network approach to industrial marketing was originated in Sweden at Uppsala University during the 1960s and has since spread to a large number of countries. Between the parties in a network various interactions take place, where exchanges and adaptations to each other occur. A flow of goods and information as well as financial and social exchanges takes place in the network. In such a network the role and forms of marketing are not very clear. All exchanges, all sorts of interactions have an impact on the position of the parties in the network. The interactions are not necessarily initiated by the seller – the marketer according to the marketing mix management paradigm – and they may continue over a long period of time, for example, for several years. The seller, who at the same time may be the buyer in a reciprocal setting, may of course employ marketing specialists, such as sales representatives, market communication people and market analysts but in addition to them a large number of persons in functions which according to the marketing mix management paradigm are non-marketing, such as research and development, design, deliveries, customer training, invoicing and credit management, has a decisive impact on the marketing success of the â€Å"seller† in the network. In the early 1970s the marketing of services started to emerge as a separate area of marketing with concepts and models of its own geared to typical characteristics of services. In Scandinavia and Finland the Nordic School of Services more than research into this field elsewhere looked at the marketing of services as something that cannot be separated from overall management. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) The New Approaches and the Marketing Mix The interaction and network approach of industrial marketing and modern service marketing approaches, especially the one by the Nordic School, clearly views marketing as an interactive process in a social context where relationship building and management is a vital cornerstone. They are in some respects clearly related to the systems-based approaches to marketing of the 1950s (compare, for example, Alderson 1957). The marketing mix paradigm and its four Ps, on the other hand, is a much more clinical approach, which makes the seller the active part and the buyer and consumer passive. No personalized relationship with the producer and marketer of a product is supposed to exist, other than with professional sales representatives in some case. The development of innovative theories, models and concepts of industrial marketing (interaction/network approach) and service marketing has clearly demonstrated that the marketing mix paradigm and its four Ps finally have reached the end of the road as the universal marketing theory. From a management point of view the four Ps, undoubtedly, may have been helpful. The use of various means of competition became more organized. However, the four Ps were never applicable to all markets and to all types of marketing situations. The development of alternative marketing theories discussed above demonstrate that even from a management perspective, the marketing mix and its four Ps became a problem. Their pedagogic elegance and deceiving sense of simplicity made practical marketing management look all too clinical and straightforward even for actors in the consumer packaged goods field where they were originally intended to be used. Consumer goods amounts to a considerable business, and there the four Ps could still fulfill a function. However, many of the customer relationships of manufacturers of consumer goods are industrial-type relationships with wholesalers and retailers, and the retailers of consumer goods more and more consider themselves service providers. In such situations the four Ps have less to offer even in the consumer goods field. Moreover, as far as the marketing of consumer goods from the manufacturer to the ultimate consumers is concerned, there is a growing debate whether one can continue to apply marketing in the traditional mass marketing way. Gronroos, Toward a Relationship Marketing Paradigm, 1994) The Future: The Relationship Marketing Concept In the relationship marketing concept to be presented here the core variables are relationships, networks and interaction. The choice is not arbitrary; these variables recurrently emerge in the new marketing theories that have challenged the reigning marketing management paradigm during the past twenty-five years. These variables are not new; they we re there thousands of years ago and they present themselves ‘‘here and now. ’ They will be here in the future, no matter if they are represented by relationship marketing or something else. They are part of society. In fact, society is nothing less than a network of relationships within which we interact, and marketing is a dimension of society. Research and education in business have only recently begun to acknowledge the existence of relationships, but have not as yet understood their omnipresence and deep impact on marketing. Although it is encouraging that relationships have been made visible and that the interest in them is soaring, major problems follow. One is that those who start to explore and implement relationship marketing techniques are often not sufficiently familiar with the foundations of relationship marketing, its paradigm. Furthermore, relationship marketing is put under siege by the traditional marketing management paradigm, and the techniques used in relationship marketing implementation are often more grounded in marketing management values than in relationship marketing values. (Gummesson, 2002) An integral element of the relationship marketing approach is the promise concept, which has been strongly emphasized by Henrik Calonius According to him the responsibilities of marketing do not only, or predominantly, including giving promises and thus persuading customers as passive counterparts on the marketplace to act in a given way. Fulfilling promises that have been given is equally important as means of achieving customer satisfaction, retention of the customer base and long-term profitability (compare also Reichheld and Sasser). He also stresses the fact that promises are mutually given and fulfilled. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) Relationship Marketing There are many definitions of relationship marketing, most of them stressing the development and maintenance of long term relationships with customers and sometimes with other stakeholders. Total relationship marketing is marketing based on relationships, networks and interaction, recognizing that marketing is embedded in the total management of the networks of the selling organization, the market and society. It is directed to long term win-win relationships with individual customers, and value is jointly created between the parties involved. It transcends the boundaries between specialist functions and disciplines. Total relationship marketing embraces not just the supplier-customer dyad as does one-to-one marketing and CRM (customer relationship management) but also relationships to a supplier’s own suppliers, to competitors and to middlemen; these are all market relationships. (Gummesson, 2002) Is There a Paradigm Shift in Marketing? Relationships do not function by themselves. As McInnes said already three decades ago, â€Å"the existence of a market relation is the foundation of exchange not a substitute for it†. Only in extreme situations, for example when the computer systems of a buyer and a materials provider are connected to each other in order to initiate and execute purchase decisions automatically, the relationship, at least for some time, may function by itself. In such situations one comes close to what Johan rndt called â€Å"domesticated markets†, where â€Å"transactions†¦are usually handled by administrative processes on the basis of negotiated rules of exchange†. Normally, advertising, distribution and product branding, for example, will still be needed, but along with a host of other activities and resources. (Gummesson, 2002) However, what marketing deserves is new perspectives, which are more market-oriented and less manipulative, and where the customer indeed is the focal point as suggested by the marketing concept. Conclusion Marketing mix as a general perspective evolved because at one time it was an effective way of describing and managing many marketing situations. Before the marketing mix there were other approaches. Now time has made this approach less helpful other than in specific situations. New paradigms have to come. After all, we live in the 1990s, and we cannot for ever continue to live with a paradigm from the 1950s and 1960s. However, bearing in mind the long-term damages of the marketing mix as the universal truth, we are going to need several approaches or paradigms Relationship marketing will be one of them.