Managing Markering Communication Essay Example | Topics and Well Written Essays - 2500 words - 1

Managing Markering Communication - Essay Example A company will only be successful when it uses marketing to turn potential clients into consumers of its products or services. Communication is Constant It is a recognised fact that whether people know it or not, they are constantly sending messages in different ways to others. It has been estimated that marketers’ skills are only responsible for 15% of their success in attracting customers, while the remaining 85% is the result of their ability to inspire trust in potential clients through their communication methods (Gould 2004). This is the reason why companies spend so much on researching on the best ways of creating advertisements (Rossiter and Bellman, 2005). Commercials, as well as other methods of communication, represent a company’s feelings and intentions for its clients. The verbal as well as non verbal cues that are carried in advertisements are vital because they tell potential customers what how they can benefit from the products and services of a company (Zeithaml, Bitner and Gremler, 2006). Even where person to person communication is concerned, strangers will make an immediate assessment of someone upon first meeting them (Shultz 2004). This is before the person has even said a single word. Advertisements for products or billboards are unconsciously analysed in the same way by potential customers. When people first come upon a company’s products through different media, the first impression can result in feelings of distrust, or in feelings of interest (Solomon, Bamossy, Askegaard and Hogg, 2006). IMC Defined Integrated Marketing Communications basically means combining all the promotional tools of a company in an effort to reach customers with a message about the company’s products. All communications methods will have a greater impact on the student body if they are joined together than if they are each used in isolation (Kitchen, Brignell and Tao, 2004). This is even more beneficial for the company in question whe n integration also includes different levels of integration like the vertical, horizontal, external, internal, and data integrations (Kotler, Keller, Brady, Goodman and Hansen, 2009). Horizontal Integration can be extended across corporate functions as well as the marketing mix. For instance, finance, production, communications and distribution operations can be made to work together to create the most effective messages for potential customers (Malhotra and Birks, 2003). On the other hand, singular departments like advertising, direct mail and sales combine efforts in working on data integration (Girvin: Strategic Branding Blog, 2010). This calls for a marketing information structure that gathers and shares the important information across varied departments. Vertical Integration basically means that all marketing purposes have to support the higher level business goals (Malhotra, 2004). Internal Integration holds that all the personnel working in a company have to be informed at a ll times, of any fresh developments taking place; whether this means new corporate identities, strategic partners, advertisements, or service standards. Lastly, external integration holds that external partners like public relations firms and advertising agencies have to work together to generate an all inclusive and comprehensive message to potential and existing clients. IMC –

School Counseling Education Essay Example | Topics and Well Written Essays - 1500 words

School Counseling Education - Essay Example Initially when parents get the information of their child being deaf, seems hard to digest. The initial reactions are; how they would be able to cope up with their child and his needs? How will they be able to communicate with their own offspring? Will it be hard to find the best academic institution for him? Is it a better idea that he works his way out along with normal kids? These are some questions and problems that almost every family with a deaf kid, goes through. With the gradual acceptance of their child’s impairment, they step in towards finding the best possible learning method for him. Either they should opt for leaning sign language as a whole or should they wait and understand the situation after their child becomes a part of the academic community. There’s still difference between deaf and hard at hearing children. According to some studies around 90% of the children who have trouble hearing or are deaf, have perfectly hearing parents. (â€Å"For Students Who are Deaf and Hard of Hearing†). Where some families opt for learning sign languages, the proportion of such families, however, is quite less. Some families still prefer using sign language, and children have a hard time distinguishing words with common sounds, for instance; â€Å"plate† and â€Å"mate†. ... Parents should be taught to accept the child’s shortcoming and that they should not be making the child a source of disgrace or embarrassment for the family, rather they should be working on their child in order to make something better out of him. There aren’t many deaf role models, altogether. Bringing a positive change in the child’s learning abilities will surely make a difference. Counselors for deaf and children with hearing disabilities should be fluent in sign language, if that isn’t the case, then the institution should be equipped with interpreters who can easily translate the child’s requirement efficiently in order to facilitate deaf children to make their learning process a lot easier. 1a) I have to admit before reading this chapter ----------------------- and working through accompanying identity issues. The counselor in the given example clearly understands the deaf children’s needs as she has under gone the same problem back a t her home. Her 5 month old son turned out to have hearing problems, according to her he failed to pass the initial hearing tests, but on later account the parents noticed that the child responded to their voices. As impulsive as it may seem, the child had trouble hearing stuff properly. Still the lady was unsure about what to do with further tests and the post treatment for hearing impairment. Her initial thoughts were â€Å"that may be hearing implants can solve everything†. But that’s not the case in reality. There are hundreds of other factors that turn out to affect a child’s behavior in the classroom. For instance, according to her survey the noises that are a part of a classroom affect the child’s learning ability even if he’s mildly

Mekong delta Essay Example | Topics and Well Written Essays - 500 words

Mekong delta - Essay Example In 1802, it became part of French colony and became part of Vietnam when it gained independence from France (Brocheux, 1995). Mekong delta is 39000 km in area. It was initially a forest area and marshland having diverse landscape with mountains, highland and plain region. The marshland makes it very fertile land. It has moderate climate. Due to its low lying area, it is susceptible to flash floods. Lunar new year and mid autumn festival are major cultural events. During the festival, children float lighted candles on skiffs on the river. The multicultural society comprises of Vietnamese, Khmer, Chinese, Cambodians and Cham tribe. The main religions are Buddhism, Catholicism, Cao Dai, Hoa Hao and Islam (vietscape.com, 2004). Agriculture is major source of income for the people. Rice is major agricultural crop followed by fruits and vegetables. It is second largest producer and exporter of rice in the world. Acquaculture is another industry which facilitates export of fish like shrimps, cat fish etc. In recent times, tourism has also emerged as important industry. Boats and ferries are major transport systems across the provinces and cities. Bus, light and heavy vehicles are used on the roadways along with motorbikes, and bicycles. Recently a cable stayed bridge was constructed that connects Long province with Can Tho city. The bridge is expected to reduce the reliance on ferries for commutation. Some of the provinces of Mekong are also connected by air-flight. Mekong Delta has two main floating markets: Cai Rang and Phong Dien, where villagers bring their produce like vegetables, fruits, fish etc. on the boats. All its businesses are conducted on the banks. They have bamboo houses and cultivate fisheries under them. Goods are bought by local traders who sell them in the big cities at great profit. It also has floating

Postmodern Frame Essay - Text in Art Essay Example for Free

Postmodern Frame Essay Text in Art Essay The use of text within to the visual arts can be traced back as far as the inscribed carvings found on cave walls created by the Indigenous population of Australia approximately 46000 years ago. However, over the past few years, the use of text in art, also known as the art of typography, has become a frequent means of communication for artists in the creation of their works. Text within art can be projected, scrawled, painted, computerised and carved to the point that a work may be created of nothing but language. The art of typography is the technique of arranging type in such a way that makes language visible. It treats fonts as individual entities to be enjoyed by the audience. Some artists deal with language as a character on its own as opposed to a surface to draw upon. These artists place texts in ways that are intended to stimulate the way an audience perceives a work, to evoke emotion or to create a statement. However, others, particularly graphic designers, tend to focus on the decorative powers of text. Regardless of the artist’s intentions, the appearance of text within art can shift our appreciation of their sound and meaning. Artists that explore text in art include: Barbara Kruger, Yukinori Yanagi, Katarzyna Kozyra, Jenny Holzer, Wenda Gu, Shirin Neshat, Miriam Stannage, Colin McCahon and Jenny Watson. Artists such as Jenny Holzer, Wenda Gu and Shirin Neshat explore the cultural implications of language in art and the importance of language to identity through the inclusion of text that reflect a postmodern concern with the way we receive information in our contemporary society. Jenny Holzer is an American conceptual artist who belongs to the feminist branch of artists that emerged during the 1980’s. Originally an abstract painter and printmaker, Holzer became heavily interested in conceptual art and began creating works using text. The introduction of text within Holzer’s work occurred gradually however, over time, they have entirely replaced images. These works are usually displayed in widely viewed, public areas. Holzer’s works typically deal with the idea of communication. She is highly aware of the power of words and the power of the media and therefore has a focus on the ability of language to distort or manipulate truths. â€Å"I was drawn to writing because it was possible to be very explicit about things. If you have crucial issues, burning issues, it’s good to say exactly what’s right and wrong about them, and then perhaps to show a way that things could be helped. So, it seemed to make sense to write because then you could just say it†¦ no painting seemed perfect. In particular, I didn’t want to be a narrative painter, which maybe would have been one solution for someone wanting to be explicit.† – Jenny Holzer. Through the use of text in art, Holzer is able to transmit powerful environmental, social and political messages that reveal beliefs and myths and show biases and inconsistencies that highlight her social and personal concerns of today’s contemporary society. Holzer’s works are confronting and provocative and inspire us to make changes. They make us remember that language is not always a factual statement; it can be true or false depending on the context. Holzer forces us to analyse our own behaviour and consider how we have been influenced and manipulated. Her works are designed to make us stop and think about how we are maturing socially. Holzer’s truisms â€Å"MONEY CREATES TASTE – 1982† and â€Å"PROTECT ME FROM WHAT I WANT 1985† are part of her 1983-85 series – â€Å"Survival†. These are LED installation pieces consisting of large scale text that were projected onto a billboard in Times Square, New York. The inscriptions were bright, clear and menacing and connected themselves to the everyday glow of the city. The phrases were flicked over the busy intersection for two to three seconds creating an element of surprise and capturing the audience’s attention. The main focus of these works was to make a profound statement about the world of advertising and consumer society today. Holzer’s aim was to persuade the audience to pause and reflect on their lives. Her work emphasises the notion that within our society, we are driven by the world of media, thereby producing a mass materialistic, consumerist culture. â€Å"MONEY CREATES TASTE† is almost a plea from Holzer to stand back and assess our needs as a culture rather than what we are fed to believe we want by the media. The use of this concise statement â€Å"PROTECT ME FROM WHAT I WANT† has shown us that we are in the process of losing our identity and sense of culture and can be manipulated by the underlying motives of the media. Shirin Neshat is an Iranian born artist who, upon turning seventeen, moved to California to study art. In 1990 when Neshat flew back to Iran to visit her family, she was confronted by the changes in culture and the narrow restraints of everyday life in the Islamic Republic. She was faced by a very strict, pure form of Islam introduced by the Iranian government in order to erase Persian history. Since having lived in the two cultural contexts of Iraq and the USA, Neshat is able to examine the cultural concerns of individual beings in a metaphorical and poetic way. She attempts to address problems of identity, race and gender in a shocking manner and intends to undermine social stereotypes and assumptions. Her works explore the differences between Islam and the West, males and females, limitations in life and freedom, old and new and the public and the private domains. Neshat aimed to provoke questions amongst her audience as she explored Islam through her art making and comments on issues related to feminism and multiculturalism. However, her works were not only confrontational and symbolic; Neshat also paid particular attention to aesthetics. In her 1994 print and ink, â€Å"Rebellious Silence†, Neshat depicts an Islamic, Muslim woman, covered in a veil holding a gun. Her calm face is divided by the starkness of the cold, steel weapon and is laced with Islamic calligraphy symbolic of the Niqab, a more extreme veil that an Islamic woman must wear as it signifies her obedience to the male supremacy in Islamic culture. Her clothing and weapon make us question whether this woman has rejected her submissive female role to embrace violence. She is looking directly at the camera and looks determined to fight. Questions of motives arise amongst the audience. Neshat’s 1996 work â€Å"Speechless† is a black and white photograph in which Neshat has chosen to make herself the subject. This image is a close up of Neshat’s face. She looks determined and powerful however, like her creation â€Å"Rebellious Silence† – her face is covered with an overlay of Islamic text. The Arabic inscriptions that create the veil act as a barrier. It symbolises the support of the Islamic revolution. The visual struggle between Neshat and the veil is representational of the fight for freedom and the support of religion. By putting the text on her face, the body part where people can identify emotions the most, it serves as a reminder of the power that religion has over women and the oppression it has towards free expression. The gun in the picture is another juxtaposition. The woman seems to be embracing the gun as a part of her, giving off a threatening feeling, but at the same time, it does not feel dangerous because of her conflicted emotions: freedom versus oppression. The inscriptions tell of a man who died in the Iran/Iraq conflict of the 1980’s. This is also insulting to the women who also experienced this conflict. Her art does not disapprove nor approve of Islam, but instead encourages the audience to reflect upon their own ideas, assumptions and expectations. He works carry both personal and emotional connotations. Wenda Gu was born in China and studied traditional, classical landscape painting. He was employed to teach ink painting and although he no longer practices in China, text remains central to his work. This initial technical training has provided the incentive for his most confronting pieces in which the powerful use of language challenges social and political traditions. â€Å"These are questioning and symbolic works that violate the orthodox doctrine of artistic value. They represent a direct threat to authority.† Michael Sullivan. Gu ambitiously attempts to address, in artic terms, the issue of globalism that dominates discussions of contemporary economics, society and culture. He aims to appeal not only to the present population, but also to future generations in his quest to extend the boundaries of human perception, feeling and thought and express humanity’s deepest wishes and powerful dreams. Gu strives to unify mankind and create a utopian feel within his works. Gu worked to simplify the Chinese language and to encourage people to embrace new attitudes towards their old language. He combines a long standing fascination with classical Chinese calligraphy with a contemporary take on universal concerns that cross cultural and ethnic boundaries. Gu’s work today focusses extensively on ideas of culture and his identity and has developed an interest in bodily materials and understanding humanity across ethnic and national boundaries. Gu’s 1994-96 work â€Å"Pseudo Characters Contemplation of the world† is a series of ink paintings in which he uses traditional calligraphic styles and techniques but subverts them with reversed, upside down or incorrect letters. The pseudo character series consists of three ink on paper scrolls in which he has combined calligraphy and landscape, disrupting the conventions of both, powerfully distorting artistic tradition of China. Gu has attacked the written word by glorifying the spirit of the absurd. Gu’s most significant artworks have been a series entitled â€Å"United Nations Project†. This is a series of 15 works that were conceptually planned to relate to the locations social, political, historical and cultural situation. This series confronts two taboos. That of language and the human body. The main material for these installations are human hair collected from hairdressers from all over the world and the hair itself serves as a connection to all people. They typically consisted of screens tied together with twine, forming a canopy of internationally collected hair that was fashioned into nonsensical scripts combining the Chinese alphabet and others. His works are distinguished by the two themes which intersect. The first relates to language and the way in which cultural conventions are signified ad the second, is the use of human hair which is a symbol for significant human endeavours. The human hair is a blueprint containing DNA information, which is common to all humans yet seen fundamentally as individual. Jenny Holzer, Shirin Neshat and Wenda Gu all explore the cultural implications of language within art. They share a prime focus on the links between culture and identity. They have used language and text to convey their powerful messages and have drawn upon their own personal experiences. Concerned with the human condition, both they and their artworks have had a significant impact on society and the way in which we interpret information. Madison ******** Year 12 Visual Arts Art History and Art Criticism. Essay on Text The inclusion of text in artworks reflects a post-modern concern with the way we receive information in our contemporary society and the importance of language to identity. Explore the cultural implications of language in the work of Jenny Holzer, Wenda Gu and one other contemporary artist. Analyse specific artworks to support your argument.

Misuse Of Opiates Health And Social Care Essay

Misuse Of Opiates Health And Social Care Essay The misuse and abuse of illicit and prescription opiates is a growing problem in the United States. Even though Americans make up less than 5 percent of the worlds population, we consume close to 100% of the worlds supply of hydrocodone and nearly 80% of the worlds supply of legal and illegal opiates . Because of the vast availability of drugs and its impact on many facets of healthcare and the economy, it is imperative that health care providers and policy makers understand what drugs are being abused, who uses these drugs, where the drugs come from, and the health and economic burden on the United States. It is becoming exceedingly important for those directly involved with substance abusers to understand the physiological consequences, psychosocial consequences and withdrawal consequences of drugs. Opiates and opiate derivatives in particular, whether illicit (such as heroin) or prescription (such as Oxycontin) are being heavily abused across the country. These drugs can have serious health implications during use and during abrupt cessation (detoxification or withdrawal). This paper will present a review of the literature on the epidemic of heroin and prescription opiate abuse. Through a critical review, concepts such as the prevalence of the problem, the physiologic consequences of abuse, the current trends in management of the problem and implications for nursing and healthcare will be explored. Background Before proceeding, it is important to briefly discuss the basic pharmacology of opiate drugs. Opiates, otherwise known as narcotics, include the drugs heroin, morphine, codeine, oxycontin, hydrocodone, methadone and other chemically-related derivatives. All opiates are considered dispensable only by prescription in the United States with the exception of heroin, which is illegal in all circumstances. Opiates wield their effects by activating pleasure centers in the brain. The neurobiochemical model of addiction suggests that over time, the brains chemistry changes so that it yearns for the substance when it is not there and can produce physiologic effects of withdrawal when stopped. Heroin for example, which is chemically-related to morphine (the chemical name for heroin is diamorphine) readily crosses the blood-brain barrier to cause a rapid spilling of dopamine into the dopaminergic receptors of the brains neurons. For this reason, the drug is easily addictive and absence of the dr ug causes a sensation of craving and can cause feelings of illness, such as nausea and diarrhea, when stopped abruptly. . Prevalence of the Problem Several researchers in the nursing, allied health and economics disciplines have explored and discussed the prevalence of prescription opiate abuse and hypotheses of the origin of the problem. However, there is a large gap in the literature related to the prevalence of illicit drug abuse (heroin) among different populations. The prevalence data for heroin abuse in the US is largely reported by national survey trends, such as the National Institute of Drug Abuse (part of the National Institutes of Health) Survey on Drug Use and Health (NSDUH). Even so, the massive survey document pays little attention to the problem of heroin abuse and reports only two percent of the 67,500 survey respondents using heroin in the month preceding the survey (National Survey on Drug Use and Health, 2009). The etiology of prescription drug misuse and abuse is discussed more heavily in the literature than is heroin abuse. According to the NSDUH, in 2009 4.8% of the survey respondents aged 12 and older reported using prescription opiates for non-medical reasons. Of those, over 55% reported obtaining the drug for free from a friend or relative, and 4.8% reported purchasing the drug from a dealer on the streets (National Survey on Drug Use and Health, 2009). Researchers at Columbia University surveyed adolescents aged 12 to 17 in 2005 and found that 9.3% reported the misuse of prescription opiates over the past month. In exploring the adolescents motives for abuse, the researchers found that the most commonly reported motives were ease of attainment and affordability . Among young adult college students, prevalence of non-medical prescription opiate abuse has been reported between seven and nine percent in the past month to twelve to fourteen percent lifetime prevalence . One of the most at-risk groups for misuse of and addiction to prescription opiates is the chronic pain population. When used appropriately, opiate pain medications are a gold standard of care for serious pain-related conditions (such as post-operative pain, neuropathic pain and so on). In an effort to better manage pain, the number of prescriptions for opiate medications increased 154% in the ten-year period from 1992 to 2002, even though the population of the United States increased by only 13% . Although prescription opiates have been used to treat pain and improve the quality of life among acute and chronic pain patients, the advent of the drugs misuse has led to a wide body of literature on prescriptive practices and monitoring of opiate drugs. There delicate balance between managing pain adequately and the risk for misuse, addiction and diversion has been discussed in the literature recently, largely among the adolescent/young adult and chronic pain populations. Although there is a general lack in the literature of the number of people prescribed opiates for chronic pain . There is a large body of literature which suggests that the increased number of prescription opiates for chronic pain patients has contributed significantly to the drug abuse problem. In studies to investigate the use of prescription opiates for chronic pain, it has been found that pain treatment plans are sparse, good documentation on the patients health history and history of substance abuse is rare, and opiates are sometimes improperly utilized or not indicated at all . Health Consequences of Opiate Abuse Both prescription and illicit opiates have the potential to exert a myriad of acute and chronic negative health effects for the user. Neurological decline, vision changes, cardiac abnormalities, vascular complications, pulmonary disorders and mortality have been studied and reported. In a study of over 500 opiate addicts, electrocardiographic changes were documented in 61% of the sample. These ECG changes included ST-segment elevation, which may indicate ischemic heart damage (or lack of oxygen-rich blood to the myocardium) and QTc prolongation (seen mostly with methadone addicts). Prolonged QTc intervals may lead to inappropriate triggering of the ventricles and may lead to potentially lethal ventricular tachycardia . The use of heroin and other drugs by injection with non-sterile or reused needles may produce powerful toxins in the bloodstream leading to endocarditis, left ventricular hemorrhage and death. Researchers in Ireland reviewed the autopsy findings from eight cases of heroin users and found rapid fatal illness caused by the endotoxin Clostridium novyi which caused fatal subendocardial hemorrhage, spleen enlargement and pulmonary edema in all of the subjects studied . Heroin can cause significant acute peripheral and central nervous system complications such as neuropathy and hearing loss. In a study six of intravenous and intranasal heroin users admitted to the hospital for acute illness, five had documented rhabdomyolysis between three and 36 hours after administration of the drug. In each of the five cases, there was no documented trauma. Typically rhabdomyolysis occurs after a traumatic, compression-type injury where enzymes spill into the musculature and cause rapid neurological decline, loss of muscle tone and coma. In each of the subjects studied, no trauma or compression injury occurred . In a group of patients with a reported history of speedballing (or mixing heroin and cocaine), 2 of the 16 studied experienced sudden, bilateral sensorineural hearing loss four hours after speedballing which resolved within three days. One additional participant experienced sudden hearing loss after speedballing but unilaterally. The mechanism by which th e hearing loss occurred was described as a possible cochlear toxicity or autoimmune reaction related directly to the drugs . Injection of drugs of any type can cause vascular complications, skin and soft tissue infections and infectious diseases such as hepatitis and HIV . In the most severe cases, opiate abuse may lead to death, generally from overdose. Heroin has been related to 1.65 deaths per 100,000 people in the Florida population alone over the last decade and in Alabama between 1986 and 2003, a review of medical examiners reports revealed those whos cause of sudden death was undermined were 5.3 times more likely to have a history of drug abuse . Researchers in the United Kingdom have further investigated heroin deaths and concluded that overdose related to heroin rarely occurs after the use of heroin alone- in 50% of the cases they reviewed, alcohol was also involved . Although studies have been published on the health effects of abuse itself, a review of nursing, medical and allied health literature shows a significant lack of studies on the health consequences of withdrawal (abrupt cessation) of opiate drugs. Several studies have been found relating to the use of pharmacotherapy to treat opiate addiction (such as methadone and similar programs) but no studies have explored the physiologic effects of withdrawal without medication assistance. Searching online databases for relevant articles on opiate withdrawal does not yield any studies other than those using medication-assisted withdrawal therapies (such as methadone and buprenorphine). This is important to populations such as inmates in a correctional facility where pharmacotherapy is not generally used during detoxification and requires further attention . In sum, the potential health-related consequences of opiate abuse can negatively affect a myriad of body systems. The risk of potentially fatal infectious disease, neurological and cardiovascular complications and death by overdose creates a public health problem that demands attention. Health care providers in all arenas must be able to rapidly and appropriately identify those at risk. Implications for Advanced Nursing Practice Nurse practitioners are allowed prescriptive authority in almost any state across the country. Depending on the practice setting, they may prescribe opiates to treat pain. Opiates are the gold standard for treating moderate to severe pain in both acute and chronic pain syndromes . There has been some discourse in the literature on the dilemma to treat or not to treat pain with opiates. On the one hand, effective pain management is not only ethical but also opiates are effective for many patients for pain management and on the other hand there is a fear of misuse, dependence and addiction issues . The ability for advanced practice nurses to identify drug-seeking behavior, issues with addiction and possible diversion of opiates is crucial to the problem of opiate abuse. As it has been documented in the literature, diversion of prescription opiates generally occurs with the patient selling, trading or giving away the medication to another. According to Annie Gerhardt, emergency room nu rse practitioner, drug seekers become victims of their own disease, becoming involved in a tangled web of addiction, drug-seeking, drug diversion and criminal behavior that escalates over time with increased drug use . Gerhardt (2004) suggests monitoring patients treated with opiates for refilling meds before their follow up appointments, patient reports of losing medications, attempting to see different providers for pain medications (which can usually be identified by pharmacies), and scamming providers for more medications by complimenting the provider or the office staff or displaying increased levels of pain in order to procure more medication. When prescribing opiates to treat pain in patients already known to have addiction issues, using sustained-released formulations may reduce dependency while adequately treating pain. Sustained-release formulations usually have a reduced street value and are less likely to be sold and diverted, and the withdrawal from sustained-release op iates is typically not as severe . In terms of advanced practice nursing, prescribers have the unique ability to screen for potential addiction issues, monitor those who are prescribed addictive medications and potentially control diversion of those medications to others for whom they are not prescribed. Ultimately, the knowledge of drugs of abuse and health-related consequences is important for nurses at all levels to possess. Implications for Research To further add to the body of literature on the subject of opiate drug abuse, addiction and withdrawal, several areas still need to be explored. First, patterns of drug use in individual populations and communities should be investigated. The types of drugs most commonly used, the routes of administration of these drugs and their negative health-related consequences should be studied in a variety of communities, both urban and rural, to gain a better understanding of the patterns of use across the country. More research is needed beyond simple prevalence studies on the number of people who use to expand on the actual patterns of abuse. Similarly, the psychosocial consequence of drug use across different populations needs further investigation in order to articulate the negative impact on individuals and communities. Because the abrupt cessation of opiate drugs without medication assistance occurs frequently in specific settings, more research needs to be done on the physiological effects of non-assisted detoxification. The patterns of symptoms of withdrawal and negative health effects among populations such as the incarcerated and the hospitalized need to be explored. The potential for the development of evidence-based protocols for the management of abuse and withdrawal in these settings can occur once the patterns of symptoms and health consequences are documented. Conclusion In sum, the problem of drug abuse (which extends far beyond even opiate drugs) has been reported in multiple sources, and prevalence studies seem rampant in the literature. However, much more work needs to be done on the consequences of drug abuse from a healthcare perspective across a variety of populations in different settings to begin to understand the impact of drugs on communities.

Relationship Marketing And Traditional Transactional Marketing Marketing Essay

Relationship Marketing And Traditional Transactional Marketing Marketing Essay The approach of a business towards the marketing discipline can generally be categorised as either being traditional or relationship based. Whilst the traditional approach has held sway for the last fifty years there are signs that relationship marketing may assume the dominant position in marketing thinking and application in the near future. This does not mean that traditional marketing will no longer have a role to play. The evidence from a study of the supermarket chain Asda is that its position as the UK number two supermarket brand has been largely achieved by following a traditional marketing approach. Equally, however, market leader Tesco has embraced relationship marketing using its Clubcard to help it build mutually beneficial relationships with its customers. This approach to its marketing has seen Tescos market share and profits continue to grow whilst Asdas have started to decline. On the face of it this would appear to demonstrate that, when it comes to supermarket marketing, the relationship approach is best. However, it is not that simple. The classic four Ps of the marketing mix, Product, Price Place and Promotion, are the cornerstone of traditional marketing with Price and Promotion having been Asdas primary focus. Also, there is an argument that says in the difficult economic times that consumers are currently experiencing then the price and value for money proposition advocated by Asda has more resonance with consumers than ever before. So, which is the most appropriate marketing path for Tesco and Asda to follow or should elements form both disciplines be adopted for optimum effect? This paper analyses the various points of view of both academics and marketing practioners and draws heavily on case study material to draw some conclusions for a possible way forward. Introduction and Background Relationship marketing, which involves the development, growth, and maintenance of long-term, cost-effective, and mutually beneficial relationships between a business and its customers, may be perceived as being a relatively new phenomenon (Grà ¶nroos, 1995). However, this is not the case as its origins actually pre-date the industrial revolution, a time when products were manufactured on a small scale and consumers had direct contact with the manufacturers and merchants from whom they purchased their goods. As industrialisation gathered pace the mass production of goods meant that direct contact between manufacturers and their end customers was no longer practical and middlemen evolved to bridge the gap. This, in turn, resulted in manufacturers becoming distant from their customers and adopting a transactional rather than customer relationship focus to their marketing and selling activities (Sheth and Parvatiyar, 1995). This transactional approach became increasingly sophisticated as marketing developed into a specialist and separate discipline within organisations, alongside the customer services and product quality control functions. The four Ps of marketing mix i.e. Product, Price, Place and Promotion, first muted by Borden (1964), have been a familiar and successful planning and execution framework for traditional marketing practioners since the 1960s. However, this traditional marketing philosophy has been facing an increasingly serious challenge to its dominant position from advocates of relationship-based marketing (Grà ¶nroos, 1995). The introduction of new technologies, such as the internet, has changed the way in which businesses are able to interact with their customers. This, together with the large scale removal of global trading barriers and the increasing homogenisation of consumer attitudes and purchasing behaviour, have all served to fuel what has become known as the globalisation of world markets (Doole, and Lowe, 2008). This new global marketplace for products has necessitated the adoption of new and more effective marketing techniques and concepts by rival businesses striving to compete for the same customers. So rather than rely on traditional marketing techniques, which are based on identifying new prospects, converting them to customers, and completing sales transactions, businesses have increasingly focussed on developing meaningful relationships with their customers in order to both retain their custom and encourage them to spend more. The management of relationship marketing has been greatly facilitated by a change in attitude to the structure of the marketing, customer service and product quality control functions. Rather than these functions being distinct and disintegrated, as is the case in businesses with a traditional marketing focus, relationship marketing integrates these functions to enable the business to get closer to its customers and thus helping it to benefit from increased customer retention, and the nirvana that all businesses strive for, customer loyalty (Fill and Hughes, 2003). Customer loyalty can be defined as a form of repeat purchasing behaviour reflecting a conscious decision to continue buying the same brand. (Solomon et al. 2001, p. 259). Additionally, the financial efficacy of customer retention versus new customer acquisition is well established. Indeed most academic studies on the subject propound the view that the costs of acquiring new customers can be up to five times higher than tho se costs associated with retaining existing customers (Heskett et al., 1994; Webster, 1994; Cespedes, 1995). In the current global marketplace, Jones (1992) believes that businesses have no choice but to build and retain the loyalty of existing customers if they are to survive and grow. Supermarket chains, such as Tesco and Asda, act as a reference point for attitudes to loyalty, with 72% of consumers feeling loyal to at least one organisation operating in the highly competitive supermarket sector, according to a study by the Logic Group, a specialist in loyalty programmes management, and researcher Ipsos MORI (Fernandez, 2009). Tesco Clubcard a key relationship tool Tesco has been the dominant force in supermarket retailing for the last ten years (Seth and Randall, 2001). It remains the market leading supermarket chain in the UK with a 30.4% market share and has, in the early part of 2010, further widened the gap between itself and its arch rival ASDA, a position which has largely been attributed to the success of its recent Clubcard double points promotion (MacDonald, 2010). To succeed, relationship marketing requires the development and maintenance of strong personal relationships with customers. These relationships should include a high degree of mutual interaction and social exchange (Zineldin and Philipson, 2007). Tescos Clubcard is the cornerstone of its customer relationship marketing strategy. Launched in February 1995, Tescos Clubcard gained five million users within its first month of operation and, significantly and somewhat ironically for a loyalty card, 200,000 new customers also joined the scheme (Seth and Randall, 2001). Clubcard works by enabling its users to collect points when shopping at Tesco stores and online at Tesco.com and also at Tescos catalogue store, Tesco Direct. In addition, points can be collected at Tesco petrol stations and by paying for any goods or services using a Tesco credit card. Tesco Clubcard holders can also collect points when making non Tesco purchases, such as paying for gas or electricity through utilities supplier e.on (Tesco website, 2010). These points are then converted into money-off vouch ers for customers to use in store. However, Clubcard is much more than simply a vehicle to reward customer loyalty. By collecting customer data at registration, Clubcard is also a powerful marketing planning tool for Tesco. It enables the retailer to track customer shopping habits, including the products bought and their purchase frequency, thus enabling Tesco to target specific product and service promotions to specific customers, either at the point of sale or at the customers home via direct marketing. Tesco has attracted some criticism for using its loyalty scheme in this way but it argues that it works in the interests of its customers by aiding the business and product development process. Indeed, Tesco Chief Executive, Sir Terry Leahy, states that: We could not have created the dot-com business without the data from the loyalty card (Humby et al, 2007, page 4). As well developing relationships by creating highly targeted and personalised communications for its customers, Tesco has fulfilled another one of the key objectives of relationship marketing with its Clubcard, namely getting its existing customers to purchase more products. For example, using its Clubcard customer data, Tesco can identify possible target customers for its non-food products. It then mails these customers about such products via the medium of its quarterly Clubcard newsletter. This strategy has resulted in half of all Tescos traditional grocery customers also purchasing non food items from the chain (Humby et al, 2007). Data collected from Clubcard users has also been credited with helping to fuel Tescos recent dramatic international expansion with one third of its entire staff now working outside the UK (Humby et al, 2007). Tesco has extended its Clubcard brand into specific customer market segments in order to enhance its relationships with certain groups with a view to increasing sales to those specific customer segments. Clubcard data revealed that families with babies and toddlers who shopped regularly at Tesco did not believe that they could trust the Tesco brand as the best place to buy baby and toddler related products. These customers tended to place their trust in Boots for such products (Humby et al, 2007). A key identified element of successful relationship marketing is trust: The resources of the seller personnel, technology and systems have to be used in such a manner that the customers trust in the resources involved and, thus, in the firm itself is maintained and strengthened (Grà ¶nroos, 1990, p.5) Tesco decided that it needed to specifically address the issue of trust for these customers and created the Tesco baby and toddler club. Membership of the club enables families with babies and toddlers to get double Clubcard points on certain products as well as giving them free parking spaces close to store entrances, a free magazine and access to specialist parenting advice (Tesco baby and toddler club website, 2010). This relationship marketing initiative directly led to an increase of trust in the Tesco brand for baby and toddler products from this market segment and a consequent transfer of market share from Boots. Now Tescos sales volume of baby and toddler products is more than that of Boots and Mothercare combined (Stone et al, 2010). Effective relationship marketing that truly enhances customer relationships and leads to business improvement also requires that the marketing discipline in an organisation transcends all functions and embeds itself in the ethos of the business (Zineldin and Philipson, 2007). Tesco is totally focussed on its customers and information about customer needs and purchasing trends are disseminated to all parts of the organisation not just marketing. Indeed, Tesco claims that everything its does is rooted in customer knowledge (Tesco Careers Website, 2010). So it can be seen that Tescos Clubcard has certainly played a major role in securing and enhancing its market leading position and, as far as contributing to the bottom line is concerned, then there is evidence that it has also generated incremental sales and profits (Humby et al, 2007). Equally it has not caused an increase in overall marketing spend for Tesco as much of the funding for Clubcard has come from the reallocation of resources from other areas of marketing spend, such as TV advertising (Humby et al, 2007). However, it should also be remembered, of course, that Tesco has not completely disowned the traditional marketing concept as its ongoing aggressive price promotions demonstrate. Asda a traditional price-led approach Some academics suggest that here has been a paradigm shift from traditional to relationship marketing (Grà ¶nroos, 1995) and that traditional marketing does not fulfil the requirements demanded by the modern-day marketing concept (Gummesson, 1995, 2000). Kotler (1997), however, argues that the decision whether to use relationship marketing or transactional marketing depends on the industry type and, more importantly, on the needs and wants of the particular consumer. Some consumers will always adopt a short-term attitude in their relationships with suppliers (Zineldin and Philipson, 2007). In these cases traditional marketing based on the transactional approach will always have an important role to play. Asda is the second largest supermarket chain in the UK with around 17% market share (Macdonald, 2010). Its market ambitions are summed up in it mission statement which is to be Britains best value retailer exceeding customer needs always and in its stated purpose which is to make goods and services more affordable for everyone (Times 100, Asda Case Study, 2010, p.34). Asda has recognised the fickle nature of some consumers relationships with their supermarkets and acknowledges that the purchasing motivation of those consumers will always be based on obtaining best value (Zineldin and Philipson, 2007). Asda has, therefore, consistently adopted a transactional approach to its marketing by focussing heavily on two of the four Ps of the marketing mix advocated by traditionalists namely, Price and Promotion. Asda has built its market position around price and value for money, supporting these propositions through heavyweight TV advertising with its TV commercials having now propounded the virtues of Asda price for well over thirty years. Asdas strategic communications director, Nick Agarwal, defends Asdas traditional marketing approach, which focuses on attracting new customers and increasing transactions through its price and value led proposition, by stating that the current economic times dictate this type of offer in the supermarket sector. He says : Our internal data suggests that people are still very nervous about what will happen on the economic front this year. We need to make sure we serve new customers as well as those who are still feeling financially challenged, especially with the increase in VAT and public sector cuts that are to come. We are very conscious that value is still going to be at the heart of what people want in the coming 18 months.'(Costa, 2010). However, whilst Asda has enjoyed considerable success with its traditional marketing strategy, there are now indications that its approach has failed to reverse a slow decline in sales. According to research from Kantar Worldpanel, Asdas sales have fallen by 0.4% in the second quarter of 2010 and its market share has dropped by 1.7% to 16.9% in the same period (Baker, 2010). Asda seems determined to continue to pursue its traditional approach but independent observers are urging the chain to change to reflect new consumer attitudes. Ed Garner, retail analyst at Kantar Worldpanel says. The market has changed considerably and now consumers feel there is more to life than low prices (Baker, 2010). There are even dissenting voices within Asdas own ranks with Asdas new marketing director Jon Owen believing that the supermarket chain must cease its blinkered focus on traditional price-led marketing in order to compete more effectively (Baker, 2010). Asda has, however, made some concessions to relationship marketing through its corporate social responsibility initiatives. These include community involvement projects through its Asda Foundation (Your Asda website, 2010) and the provision of credit to those customers who have been refused credit by other lenders (Hemingway, 2002). However, it would seem that there are still strong forces inside and outside the business questioning whether or not a predominantly traditional marketing approach remains a viable strategy for future success. Summary and Conclusions From the evidence of two contrasting case studies it is apparent that both traditional and relationship marketing have proven to be appropriate for business success within the supermarket retail sector. However, there are indications that consumers are now beginning to expect more than just low prices and value for money from their shopping experience, they have also demonstrated a desire to engage in a meaningful relationship with their supermarket of choice. This relationship, if managed effectively by the supermarket chain, can increase customer loyalty and can encourage customers to their purchasing behaviour for specific product segments, as well as generating incremental sales from new and existing customers. Tesco, has also shown that a customer relationship strategy based on the development of mutually beneficial relationships can, and indeed does, positively impact the bottom line. Asda, for its part appears to be the subject of a struggle between the opposing forces of traditional and relationship marketing. However, this need not be the case. There is no reason why both disciplines should be in opposition. Even if there is a shift towards relationship marketing, many academics believe that traditional marketing, in terms of the four Ps of the marketing mix, remains valid in all types of businesses including supermarket retailing. The argument being that if a business does not have the right price, product promotion or place (distribution) for its products then it will be impossible for it to enter into a mutually beneficial relationship with its customers (Zineldin, and Philipson, 2007). There is, therefore, strong evidence to suggest that a mix of both the traditional and relationship approach is the most appropriate for the Supermarket sector in the UK. Tesco has achieved this balance but Asda has yet to fully embrace the value of relationship marketing acting alongside a more traditional approach. The view that it needs to do this and quickly in order to grow its business appears to be gathering momentum.

Dreams Essay -- science

Dreams A dream is a hope, a wish, and an aspiration. People have dreams about what they want to be when they grow up and what they want their children’s future to be (like). Not all of these dreams come true, though. Even if you work really hard and put your heart into it, there is no guarantee that you will fulfill your dream. â€Å"What happens to a dream deferred†(Hughes)? Langston Hughes, author of the poem, a When something is deferred, it is put off until a later date; in other words, postponed. The cherry blossoms can be deferred due to a sudden freeze, and a surgery can be deferred because of complications. A deferred dream is put on the â€Å"back burner of life†, and it matures to its full potential, and is waiting when you are â€Å"ready to pursue it†. The important idea is that the deferred event, though later than hoped for, eventually comes true. Dreams are a significant component of â€Å"A Raisin in the Sun†; the word â€Å"dream† is used a total of fourteen times throughout the play. Mama, from â€Å"A Raisin in the Sun†, experienced a â€Å"dream deferred† (Hughes). Mamas dreams were for the happiness of her children, and a new house. She and her husband Big Walter put everything they had into getting that house â€Å"with a little garden in the back† (Hansberry). When she gets the insurance payment after her husbands death and puts money down on a house in Clybourne Park, she is ecstatic. The dream was deferred many times. She and Big Walter simply didn’t have the money to purchase...