Macro and Micro Environmental Forces Essay

External factors are usually divided into micro and macro environment. Macro environment is about external higher order forces which do not affect an organization dealing as yet or directly but may do so in the future. External factors may include; economic, technological, competition, political/legal, and social-cultural factors. Political factors; these are factors that relates to political system and political instability of countries where Nokia Company wish to market its products i. e. Nokia 5800XpressMusic and its music features. This will involve scrutinizing the system of government that such target countries have adopted. Nokia will therefore need to decide whether to invest in communist or capitalist countries after careful consideration of each political system in terms of carrying out business in the chosen country of interest. It is recommended that Nokia Company should invest in those countries with flexible capitalist political systems because it allows labour, capital and resources to flow freely in and out of their countries thus making those destinations the best target markets for Nokia to market its models as well as the advance features of music that it offers. External factors analysis can be best explained as follows: (Nokia for Business, 2008). Economic Factors; this will involve Nokia Company analyzing the economic factors that may hinder or augment its operations in the target countries. Such trade barriers like restriction of imports and exports as well as foreign exchange rate systems should be carefully evaluated by the management of Nokia in order to carry out its operations without economic constraints. Other economic factors of importance to be analyzed by the company will include, inflation particularly anticipated inflation, balance of payments, counter trade, fiscal and monetary policies among other significant factors. Although Nokia may not be subjected to many of the above factors it will be prudent to critically analyze deeply the factors particularly inflation and foreign exchange systems by utilizing forecasting techniques that can give the company a clear picture of the future (Lionel Laurent, 2008). Social Factors; this will involve the management of Nokia Company analyzing income level, social structures, educational backgrounds, and religion and family units before selling its new Nokia phones such as Nokia 5800XpressMusic models that comes with advance features to the community. History reveals that social factors play a major in role in utilization of services in the society for example some religious beliefs may not allow different kinds of music to be played. Therefore, it will be prudent for Nokia to clearly identify the right kind of music for the right consumers as well as for the right markets. Social factors may influence beliefs, interests and attitudes of the consumers and therefore the management of Nokia Company has to consider in details such factors in order to avoid losses associated with these social factors. Technological Factors; technology and innovations have taken centre stage in trying to achieve a considerable market share by firms in many industries. Technology provides an opportunity to the firm of expanding through utilization of advanced technologies but at the same time it may contribute negatively to market participation for example where businesses use technologies to compete unfairly. Nokia will have to utilize advance technologies for example the use of internet marketing while trying to explore new markets in the target market. Such technologies will be useful in that it will save time and financial resources that could have been spent and therefore the management can therefore use the surplus resources in further expansion or pay back its shareholders returns thus getting shareholder confidence in the process (Nokia for Business, 2008). Legal Factors; All businesses including Nokia must operate in a business environment deemed to be legal by the target market. The company will therefore have to ensure that the sale of Nokia 5800XpressMusic series with its all contents that include advance music features are allowed by the host country in order to avoid unnecessary legal battles. Nokia also should observe the existing laws regarding to business transactions in the target market particularly avoiding unfair competition. Also it should observe other legal aspects such as the areas of corporate social responsibility whereby Nokia will be expected to manufacture and sell its products at the same time protecting the environment and benefiting the surrounding community by employing them and also participating in community projects (Lionel Laurent, 2008). On the other hand micro environment is about actual and political transactions used in a firm and its environment in day to day activities of a company that include; customers, suppliers, intermediaries among others. One of such micro factors is the intensity of rivalry among Established Companies; it is true that Nokia faces a very competitive environment that has a big concentration of rival competitors making it a very competitive venture in its business operations. Take for instance; they compete with its rivals across al levels i. e. production of high quality mobile phones with quality features like that of music and hence there is need for Nokia to try all strategies to ensure that it beats its rivals as well attracting more customers every day. Nokia is more organized and have better strategies than the new ones that come up and therefore have a competitive edge over the others. An established company will mean having a well developed network that has a good client base and that is supported by customer loyalty and therefore locking out the new firms that try to make an impact by trying the existing markets. The well established pharmaceutical firms give a big challenge to the new companies in the market that try to make their products known. Even though substitute products like iphones are received in telecommunication industry, it becomes easy for the Nokia to push customers to start using its new mobile series in the market since it has a name in the market and customers are loyal to them (Nokia Inc. 2007). The other factor is that of the bargaining power of suppliers. Suppliers take advantage of their unique supplies to ask and bargain for what they want and enjoy the monopoly and charge expensively for the products or services that they offer. Customers are very sensitive to any changes that may affect them that are caused by the bargaining power of the suppliers. Suppliers are a competitive threat in telecommunication industry because they can raise the prices of new and the old supplies and therefore making the customers to try substitute products such as phones and iphones that can satisfy the same needs. Suppliers may cost Nokia a lot of financial constrain if they switch and fail to supply parts that are used for manufacturing such phones like Nokia 5800XoressMusic series (Botan, 1993). Individuals may prefer to try the substitutes e. g. iphones according to their financial therefore Nokia must try as much as possible to bargain well with its suppliers so that it may get quality products at the right price so that it may also sell and price its products like Nokia 5800XoressMusic series at a an affordable price when compared to its competitors. Recommendations for Strategic Marketing Planning Nokia can enter into joint venture with any firm in the telecommunication industry in order to reach to more customers. The joint ventures are forms of market entry that allows for technology sharing and joint product development which fits the promotion of Nokia 5800XoressMusic series as well as its salient features f music that it offers. The main advantage of joint ventures is to get proper political connections that will allow for favours to be achieved. It is usually suitable when; the market power, resources and size of the partner is small compared to the industry leaders. If Nokia enters a joint venture with any company for instance with Apple Company which is still then it will boosts its market power, and thus it will be able to meet the demands in that particular region. The main issues that are usually sorted out during the discussions for joint venture are; agreement periods, pricing methods, ownership and control, local firm capabilities and technology transfer. Nokia should also employ porter generic strategies in order to enhance its market share; such strategies rely on the dimensions of the strategic scope meaning the market penetration and strategic strength referring to the firms or sustainable competitive advantage such as cost leadership, product differentiation and market segmentation which are required to meet the challenges of the competition. Therefore Nokia can utilize; growth strategies, innovative strategies, among others. However, it should be noted that although they are believed to be the best in the market so far, they are yet to be applied by most companies. Nokia should also apply functional strategies in its marketing operations; these strategies are developed within every department of the company to increase its international sales margins and production. The marketing department can for example prepare an individual strategy that will meet the overall Nokia’s objectives. Other strategies under this include; new product development strategies, legal strategies, financial strategies etc which can also be set up as autonomous strategic business units that are responsible for all of its operations but answerable to the Nokia top management (Murray, 1989). Encirclement Strategies should also be adopted by Nokia while marketing its Nokia 5800XpressMusic touch screens phones. This strategy is also called the envelopment strategy and is a more subtle, gentle, broader and a bit non-offensive but harmful way of attacking the competitor. Normally, this kind of attack is undertaken in two ways. One, introduction of a broader range of products that are similar to the competitor’s products and each of these products will get a share of the same market the competitor is; in this case Nokia will introduce the 5800X series phones which will overtake other competitor’s gadgets such as iphones. In the long run, the competitor will be demoralized, weakened and discouraged leading to a state of siege of the competitor. This first method will ensure that full scale confrontation is avoided between the attacker and the target competitor. Secondly, the encirclement can also be based on market niches rather than the products themselves. In this case, the market share is liberated from the target competitor via the expansion of market niches that surround it; thus Nokia will have to diversify in order to reach to large market share (Lionel Laurent, 2008). Nokia should also draft out clear marketing mix strategies that will enhance a larger market share. A marketing mix is usually used especially on branding and advertising as argued by Jerome McCarthy. The populous four Ps of marketing mix strategies are utilized, these are; Product: Product marketing and management aspects deal with the specifications of the actual good or services and how it relates to customer needs; in this case the new Nokia 5800xpressMusic touch screen phone marketed by Nokia. Such phones should be diverse in its features for instance music enabled and thus meets the expectations of the customers. The characteristics of such 5800Xpress touch screens phones should further be well defined to meet the needs of the consumers (Kottler, 1996). Pricing; pricing is the process of setting a price for a product to be sold in the market and in this case touch screen Nokia 5800XpressMusic to launch by Nokia. It will not be necessarily fixing a monetary value but simply what to be exchanged for the touch screen phone at stake e. g. attention, time etc. Nokia can therefore adopt any of the following pricing strategies to enable Nokia 5800XpressMusic reach its marketing standards. Premium pricing is where the uniqueness of the touch screen phone is defined such as a fixed online fee; Penetration pricing whereby, once Nokia achieves the market share, it increases the price of its product i. e. Nokia 5800XpressMusic phone. Other strategies may include regional pricing strategy which defines the price according to the regions where the phones will be sold. Promotion; promotion strategy comes in various forms; personal selling, publicity, sales promotion or advertising and it refer to the various marketing strategies of convincing the customers to buy the brand, product and in this case Nokia 5800XpressMusic touch screen phone. Nokia should come up with various and best suitable channels of distribution to enable such phones to reach the targeted market. Place; place is also the distribution modes which refer to how the touch screen phones gets to the intended customer. Nokia should ensure that the 5800Xpress series touch screen phones are available to customers in time and in convenient places in order to satisfy their needs. The utilization of computer technology for instance can aid a firm to get access to a wider market thus boosting its business performance (Winer, 2007). Conclusion Research reveals that trade has become progressively more global in some scope these days and there are several grounds for this. One of such reasons is the ever advancement in modern technology that is now increasing communication efficiency and modernization; therefore firms like Nokia are now facing stiff competition from its rivals in the fight for achievement of larger market share. Increasingly, rapid technology lifecycles has increased competition among multinational firms such as Nokia as to who can produce the best services in the mobile telephony market hence the need to employ competitive marketing and business strategies Reference Botan, C. (1993): A Human Approach to Image and Ethics in International Public Relations Journal of Public Relations Research vol 5 No. 2 Carter, S. and Lee, K. (2005): Global Marketing- Changes, New Challenges and Strategies. 1st Edition, Oxford Press, London Kottler, P. (1996): Principles of Marketing: – Stages of customer relationships. 4th European Edition, Prentice Hall, Harlow Lionel Laurent, (2008): Nokia’s Trickle-Up Success: Retrieved from; http://www. forbes. com/2008/06/18/european-innovation-wireless-tech-innovationeu08-cx_ll_0618wireless. html, accessed on March 23rd 2009 Murray, A. (1989): Top management group heterogeneity and firm performance. Strategic Management Journal: Vol. 10 Nokia Inc. (2007): The Route to True Competitive Advantage: Today’s Evolution of Workforce Mobility, Retrieved http://www. nokia. com/NOKIA_COM_1/About_Nokia/Press/White_Papers/pdf_files/nokia_es_phasesofmobility. pdf, accessed on March 23rd 2009 Nokia for Business, (2008): Mobile Technology: A unique Competitive Advantage. Retrieved from,http://www. nokiaforbusiness.com/nfb/DetailPage. html? guid=cb29500194aeb110VgnVCM100000708ef393RCRD, accessed on March 23rd 2009 Press releases, (2004): Nokia defines goals and actions for leadership in dynamic mobile communications market. Retrieved from, http://press. nokia. com/PR/200411/967543_5. html, accessed on 23rd March, 2009 Schon, B. and Allan, B. (1995): Links between Business Strategy and Human Resource Management Strategy in U. S. -Based Japanese Subsidiaries; an Empirical Investigation-Journal of International Business Studies, Vol 26

Diet and Depression

â€Å"Can Diet Help Stop Depression and Violence? † Every prisoner in jail most likely incarcerated due to some sort of violence they’ve committed or been a part of. There are many suggestions as to what can bring down depression and violence rates like Jurriaan Kamp explained. Some given information from the passage includes more physical activities, yoga, meditation and a well balanced diet. Yes, these symptoms might help bring down the depression and violence rates but that is not the only thing that has been researched on.Weirdly enough fish oil can provide the extra boost. Having a healthy diet with enough vitamins and nutrients are a great start for a healthy well-being. After researching and doing studies on certain prisoners and students by feeding them fish oil it is provident to say that prison violence dropped, children in school began to achieve better grades, and depression rates have fallen. Bad diets cause bad behavior and good diet prevents it. 231 Briti sh prisoners were rounded up and began to be investigated upon for four months.Bernard Gesch, a psychologist and the researcher spitted the men aged 18-21 in half. Half of them would be receiving multivitamin, mineral, and fatty-acid supplements with their meals. The other half would be taking placebos, a substance containing no medication to see if the vitamins and fatty acid like omega 3 really had an effect on prisoners’ violence and minor infractions. As month passed and Gesch observed that minor infractions of prison rules by the group consuming multivitamins and omega 3 had fallen by 26 percent.On the other hand the group taking the fake medication barely changed. The most dramatic changed was showed in the group taking the fish oil, incidents of violence dropped to a staggering 37 perfect while the prisoners on placebos did not change. Gesch did the same research in the Netherlands but results were different than in England. This time around he conducted research with 221 inmates ages 18-25. 116 of them were given daily supplements for up to 3 months. The other 105 receive placebos.Report of violence dropped by 34 percent but contrastingly the prisoners on placebos rose 13 percent. Better healthy can only help violence and can not hurt it, so why not take the chance. Additionally, another place where nutrition as been improved and seems to be working is in the city of Durham, England. A psychologist conducted a study in 12 primary schools. The study was based on 117 children ages 5-12. Students were of average ability but underachieving in some aspects.Likewise in the prisoner’s research half of the students were given omega-3 supplements for 3 months and the other half received an olive oil placebo. Results showed that those students taking the omega-3 did significantly better in spelling than those students who were taking placebos. The psychologist also goes to explain that yes there are prescriptions for disorders such as Ritalin, but states that there’s also something more than can be done. One of the choices is to increase your child’s intake of omega-3.It may not totally cure his disorder but it will cause no harm and omega-3 will only benefit the child’s disorders. It can play an important role in stimulation the brain, keeping it healthy, and helping it ward off debilitating conditions. Seeing as the number of people with psychological disorders will double. People should take into consideration and should want to take omega-3 to better their health and their brain by just taking a simple fish oil pill. Jurriaan Kamp stated that 6. percent of New Zealanders suffer from severe depression; these citizens also eat very little fish. In Japan where the fish consumption is high, 0. 1 percent of the people suffer from depression. After carefully looking at the statistics psychologist have come to the conclusion that in countries in which fish consumption is low there is a new found theory that it is more likely of suffering from depression by 50 times greater than in countries where the consumption is high.People should eat fish regardless if it does help depression or not. Fish isn’t only beneficial to depression but it is also good for ones health. Depression is rare in Iceland, which has the highest per capita fish consumption in the world. It was also found that the risk of being murdered is thirty times higher in countries where fish consumption is low compared to countries where fish consumption is high.In conclusion, after reading all these statistics it’s safe to say everyone should take fish oil or omega-3. Hibbeln found that depressive and aggressive feelings diminished by about 50 percent after taking fish-oil capsules. Not only does it better your chances of being ‘violent’ or even going into ‘severe depression’ but also it’s excellent for your body over all. Even just increasing your consumption of fish it self c an do the body nothing but it nothing but multiple of superb results.

Psychology Paper 3 Essay Example | Topics and Well Written Essays - 250 words

Psychology Paper 3 - Essay Example (Tooby, 2005). These are common factors that a person undergoes in his life. Lack of all these factors will certainly lead to a psychic disorder or a problem. A student faces many issues and problems in his everyday life. For example, the examinations conducted to test a student’s ability create a sort of fear and frustration. This can be resolved when the student is motivated in a proper manner. This motivation is certainly a part of psychological factor that determines a student’s everyday life. The article creates a relationship between the psychological aspects and day to day life of a person. When considering a student’s life, the activities related to education may seem monotonous and they may feel irritated due to the compelling factors. The area of psychology, personality psychology, deals with these activities and problems related to such factors. This article clearly draws a line between the various phenomenon of psychology and the common factors that contribute to psychological

Emotional responds Assignment Example | Topics and Well Written Essays - 500 words

Emotional responds - Assignment Example It will make the customer inquisitive to understand the product on offer and if what the customer needed, is on offer. The website displays bags with names on them to allow the users learn the names of their favourite products. Since shopping online requires trust, EBags website like many sites has included its compliance to website securities. Unlike many websites, EBags has included the number of customer reviews in its archives, number of shoppers online, and the total of bags shipped to date to raise the confidence of shoppers. The plot in EBags website is designed in a way that the audience feels emotionally attached on opening the website. The user identifies with the savings, advanced travel design bags, the season’s best picks in the web. In disbelief, the user will browse through immediately to confirm the prices, the offers, and the products. From the number of good reviews from customers, the user will identify with the customers and make a sale. Additionally, the website has relevant information to a sale and the users have the right to manoeuvre the website with their own pace. This is an internet-based travel website based in the US, which books airline tickets, hotel reservations, car rentals, cruises, and vacation packages to various attraction sites. The main challenge that Expedia poses to its users is in finding a reward for their search. The customer has an option to earn double nectar points after selecting one of the hundreds deals for fall getaway. Additionally, a user has several options to select from the website, which can make him come back to evaluate the savings he would make. For instance, there is an option for a user to either book a flight, hotel, or cars separately, or book a combination of a hotel and a flight. A user who had previously booked flight and hotel separately would come back and try to make some savings on booking the two together. Like many other sites,

Enviornmental law Coursework Example | Topics and Well Written Essays - 750 words

Enviornmental law - Coursework Example The Earth Day 1970 marked a turning point in the Americans’ awareness about the environmental problems. The Congressional enactment of the Clean Air Act that year, just a few months after the Earth Day was a great landmark. These amendments moved the environmental protection concerns to a prominent position on Capitol Hill where it remained to date (Paul, 1990). The fact that the Earth Day and the 1970 amendments took place almost at the same time was no accident. The amendments of this law actually took place as a result of Congress’s response to the long time public concern about the environmental pollution which was symbolized by the Earth Day demonstrations. Through the public pressure, the Congress then went through a rush to come up with the legislation that would ensure protection against pollution. The original version of this Act which was passed by the U.S Congress in 1970 was fairly straightforward. This placed the EPA in charge of monitoring and improving th e nation’s air quality. Under this Act, the EPA had the power to establish research programs, set clean air standards, enforce regulations, and provide technical and financial assistance to state and local government efforts towards reducing air pollution. This Act also directed the EPA to establish the National Ambient Air Quality Standards (NAAQS) that could be useful in controlling emissions of a number of substances that threatened air quality. The NAAQS then divided pollutants into 2 categories, with the first category consisting of those that directly affect human health, and the second category included those that affected human welfare. This Act underwent significant changes and amendments in 1990. The revisions specifically targeted acid rain, with the aim of reducing emissions sulfur dioxide and Nitrogen Oxides by half. There were also new limits to ozone which is the main contributor to smog in urban areas. Some of the benefits associated with this Act include, but not limited to; 160,000 premature deaths avoided, 130,000 heart attack cases avoided, millions of acute respiratory cases avoided and also avoided 86,000 hospital admissions. It prevented 13 million lost workdays, kept kids healthy and in school avoiding 3.2 million lost school days. Between 1970 and 2011, the aggregate emissions of common air pollutants dropped by 68% while at the same time, the U.S gross domestic product grew by 212% (EPA, Benefits and Costs of the Clean Air Act, 2012). This Act has over the years, since it was passed, created a lot of economic impact in the Americans’ society. To begin with, there has been a dramatic reduction in air pollution rates that has protected the health of many American workers and their families. This is evident by fewer premature deaths and illness which shows that Americans experience longer lives, better quality of life, lower medical expenses, reduced school absences, and better work productivity. This means that the Act has been a good investment for Americans. It is evident that since 1970, cleaner air and growing of the economy has gone hand in hand. The pollution has since reduced by up to -72% while the economy has grown up to +219% as shown by the EPA. The data show the tremendous change that has resulted due to the implementation of the Act up to 2012 (EPA, 2012). The graphs were retrieved from the United States Environmental Protection Agency site at http://www.epa.gov/air/caa/ From the data above, one can easily deduce that the Act has greatly

Yosemite Overcrowding Essay Example | Topics and Well Written Essays - 500 words

Yosemite Overcrowding - Essay Example Tourism should exist in such a manner that it will not destroy what it is trying to serve. This is morally right. On the contrast, overcrowding in national parks does not save the park environment. This is morally wrong and leads to pollution, soil erosion, vandalism, deterioration of infrastructure in the park, and promotes global warming in the park. In addition, the pursuit of economic gains by allowing overcrowding, at the expense of environmental preservation is morally wrong. Yosemite National Park is one of the national parks in the U.S. that are faced with great overcrowding. The Yosemite Valley was set aside by President Abraham Lincoln in 1864 for preservation (Hayes Web). Since then, people have had the opportunity to enjoy recreation and amenities that have enhanced their experience in Yosemite Valley. However, this privilege faces a threat due to the major problem of overcrowding in the park. Overcrowding is known to have detrimental effects on any park and the environment. In Yosemite Park, there are only 1,100 parking spaces. However, there are more than 8,000 cars that pass through the Yosemite Valley (Central Sierra Environmental Resource Center Web). The large number of people visiting this people puts a strain on the resources in the park. For instance, this has led to degradation of the park air, a lack of parking, and straining on the Merced River (The New York Times Web). There is therefore, need to regulate the public access to the park in order to enhance conservation of the Yosemite Valley. The problem of overcrowding in national parks is a major ethical issue. This is mainly because it is the right of people to visit parks and experience nature. Therefore, stopping people visiting parks in order to avoid overcrowding would be infringing on their rights, which is morally wrong. Nonetheless, it is possible for the management of parks to reach an ethical decision that will ensure that overcrowding in

The report is write about Poma Essay Example | Topics and Well Written Essays - 4000 words

The report is write about Poma - Essay Example The analysis concludes that essential for management to lead the change process through setting the trend rather than simply giving instructions. The contemporary business community faces a myriad of changes most in various sectors ranging from economic, political, and technological development. These have forced many companies to initiate change accordingly in order to remain competitive and relevant. One of the companies that have been on the forefront of change implementation is Poma; a cable transport company established in 1936. Throughout its extensive history, Poma has developed a reputation for being a reliable partner in the cable transport industry with bases of operations every continent (Poma, n.d). Because of its diversified operative portfolio, this company has had to undergo numerous changes to ensure that, it not only keeps up with the changes taking place across the globe, but also is also always capable of fulfilling the needs of its customers. Despite its determination to remain flexible, Poma has faced numerous handicaps since change is neither easy spontaneous to achieve. Consequently, it is always necess ary to make a study of the change process to ensure that all the variables affecting it have been taken into consideration. This paper seeks to consider a wide range of factors that are likely to affect the effective implementation of change at Poma, and determine whether it is possible for this company to continue its evolution through direct engagement with its employees and other stakeholders. Poma is an international company that has to deal with individuals from diverse cultures and this creates a situation where it has to be as flexible as possible in order to ensure that all the changes necessary for its continued progress are effectively implemented. To this end, establishing an understanding of the company position in the global market is

Comparison and Contrast between life before internet and after Essay - 2

Comparison and Contrast between life before internet and after internet - Essay Example Likewise, telephonic messages that actually came into existence before internet helped people in conveying messages from one place to other regardless of geographical location. This particular fact provides evidence that life of people before and after internet has been quite similar in relation to the messaging system. This is because the system of exchanging messages through text messages and mails tends to be quite similar. Internet has resulted in changing peoples’ life pattern, however, the rudimentary social pattern of life has remained the same irrespective of the changes induced by internet. It has been revealed that the communication system of youngsters have persisted to be the same i.e. most of them use the conventional means of social interaction wherein internet is executed like a telephone.Therefore, it can be affirmed that the life of people before internet and after internet has remained the same in relation to their social interaction process and psychological well-being. In fact, internet has created a platform for enhancing the traditional interaction process along with evolving relationships amid individuals in the society. Thus, the social and psychological paradigms of peoples’ life have been quite similar before and after the initiation of internet. On the contrary, there has been a huge difference in the life of people before internet and after internet. People in order to entertain themselves used to devote more time to watching television or through other means such as visiting parks.

Managing strategy Essay Example | Topics and Well Written Essays - 3250 words - 2

Managing strategy - Essay Example The company’s maximum revenue is earned from the domestic streaming services, which accounts for $2.75 billion of revenue generation. Netflix is dominant in the American market, which generates almost 84% of its revenue (Marketline, 2014). This paper discusses the external and internal environment of Netflix, using theoretical models like PESTLE framework, porter’s five forces, VRIN framework, Value chain model etc. This is followed by the discussion of the challenges faced by Netflix along with the vantage point which the company has leveraged. The paper further discusses about the company’s strategic growth options which have been justified in the light of relevant facts and theories. Finally the paper will conclude with the summary of the major findings from the study, followed by recommendation on the chosen strategic decisions. Political influence: Netflix operates in the movie streaming and DVD rental business, which is rarely affected by the political scenario of a region. However, the political framework can impose certain regulations and ban particular movies with controversial content. Movies with political storyline often bring controversies and are eventually banned in several countries, which affect the business of Netflix. Economic influence: The economic condition of a region highly influences the business operation of a firm. The movie steaming and rental business is highly dependent on the disposable income of the consumers. Moreover, movies are considered to be leisure products and a customer will spend on watching movies only when his disposable income is in and above satisfactory level. The economic crisis of 2012 has impacted the sales of Netflix significantly as it has reduced the number of viewership and subscriptions (Li, 2013). Moreover, the economic crisis has also led to lower number of film productions. Social:

Womens Rights Essay Example for Free

Womens Rights Essay Women’s Rights have changed without a doubt since 1945. Many opportunities arose for women and women could do things they could never do before. They were able to voice their opinions without being suppressed and this made women very happy. Prior to 1945, women’s rights were limited in areas such as politics, employment opportunities and social opportunities available to them. Largely, women were expected to be wives, mothers and work within the home; this was particularly the case for middle class women who did not suffer the financial burden of providing for their families. Prior to 1945, women had limited opportunities to voice their concerns and interests in public spaces and often suffered without legal or social support within abusive family situations. This began to change with the rise of second wave feminist movement which focused in equality for women. Politics Prior to 1945, women had limited voices to discuss issues of equality in the political arena. This changed as feminists such as Germaine Greer wrote and encouraged women to be politically active. The Women’s Electoral Lobby formed in 1972 which lobbied for childcare and maternity leave. In 1975, the Whitlam Government elected women’s representative; Elizabeth Reid to address women’s rights in the political arena. Employment During the early 1970s, there was a significant push to make tertiary education in Australia more accessible to working and middle class Australians. The Whitlam Labor Government abolished university fees on January 1st 1974. Equal pay progression was up to 1974 including an adult minimum wage. Different jobs were available to women due to free tertiary education allowing social mobility. Social mobility was the ability to change social classes. The Anti-Discrimination (1985) made it unable to discriminate on the grounds of gender or pregnancy. Social Change Women’s rights within society and the home as well as expectations altered as women gained greater voices within society. In 1961, the introduction of the Birth Control Pill allowed middle class women to control when they could have children. The Family Law Act (1975) established the principle of no-fault divorce in Australian law. This means that a court does not consider which partner was at fault in the marriage breakdown. To conclude, women’s rights have undoubtedly changed since 1945. The key areas were politics, employment and social change. After 1945 was the era in which the woman would shine.

Absolut Vodka Brand Positioning

Absolut Vodka Brand Positioning Absolut Vodka is one of the worlds selling premium spirits brands and achieved sales of 10.7 million nine-liter cases in 2007. Every bottle of Absolut Vodka is produced in Ahus, southern Sweden. Although the brand is the largest premium vodka selling in 126 countries, its market share is threatened by the constant growth of Bacardi and Smirnoff. In the turbulent environment Absolut Vodka facing nowadays, the organization needs to constantly search for ways to innovate and to meet the changing customer demands in order to maintain or strengthen the position of their products. Absolut Vodka, one of the most popular super-premium brands in the world, is the strongest brand for VS Spirits. Now, the company seeks to maximize its brands market share through constant innovation and adopting new marketing and distribution strategies. 2. Product Every bottle of Absolut Vodka is produced in Ahus, in southern Sweden where the wheat that gives Absolut Vodka its smooth grain character grows. Absolut Vodka is produced from winter wheat, a hardy wheat grain that centuries of experience have shown to produce superior vodka. Absolut Vodka uses a process called continuous distillation, introduced in Sweden in 1879 by The Vodka King Lars Olsson Smith (Pernod Ricard, 2009). The water it uses comes from our own deep well. Producing its vodka in one location using local raw materials gives VS Absolut Spirits complete control of all stages of production and ensures that every drop meets the companys high quality standard. Unlike other vodkas, the Absolut Vodka flavors are made by blending the vodka with only natural flavors and no sugar is added. In fact, Absolut is as pure as vodka can be. Still, that purity has a certain taste; rich, full-bodied and complex, yet smooth and mellow with a distinct character of grain, followed by a hint of dried fruit (2009). Absolut Vodka currently comprises its products within many flavors, such as vanilia, raspberri, apeach, ruby red, pears, and mango. All Absolut Vodka products can also be enjoyed neat or mixed in drinks. In addition, the shape of the Absolut Vodka bottle has made it one of the worlds most iconic products reinforces the brands strong design heritage. The bottle shape of the Absolut Vodka bottle has made it one of the worlds most iconic products reinforces the brands strong design heritage. It looked elegant, different, simple and very Swedish, and was decided that there should be no label not to hide the crystal clear liquid. Blue was decided upon as the most visible and elegant color for the Absolut Vodka logo. The flavor comes in a transparent bottle in order to show how pure and clear its vodka is. The brand values of Absolut are defined as Clarity, Simplicity and Perfection. All three are there, visible on the bottle. Absolut Vodka currently comprises the following products within the same quality framework: Year Product 1979 Absolut Vodka 1986 Absolut Pepper 1988 Absolut Citron 1992 Absolut Kurant 1999 Absolut Mandrin 2003 Absolut Vanilla 2004 Absolut Raspberri 2005 Absolut Apeach 2006 Absolut Ruby Red 2007 Absolut Pears, Absolut 100, Absolut Mango 2008 Absolut Los Angeles 2009 Absolut Boston 2010 Absolut Berri Acai, Absolut Brooklyn, 2011 Absolut Wild Tea, Absolut San Francisco Source: http://en.wikipedia.org/wiki/Absolut_Vodka Creativity is what drives Absolut brand forward. That applies not only to the marketing and design, but also to the product development. When launching a flavour, the Absolut Company wants to make room for new cocktail experiences. 3. Brand Positioning Absolut Vodka is positioned as premium brand in the minds of the target consumers. The price of the product is high. Absolut is one of the expensive brands among the leading brands in the U.S. as illustrated in Exhibit 4. The company also tried to feature the product as a high end product. For example, Absolut had an identity campaign termed Smart, showy, sassy, sophisticated and stylish. By this kind of brand personality statement, the brand was associated with the fashion conscious, rich, desperate and dynamic lifestyle-namely the Absolut Lifestyle. Absolut entered Glamour world and tried to relate the brand with fashion world. In the Lifestyle magazines, the glimpse of a trendy tanned fashionable girl posing and wearing Absolut Vodka marked attire became widely visible. The brand personality of Absolut was communicated successfully with the help of a series of aesthetically designed advertisement campaigns both in print and in electronic media. The word Absolut was punned in conjunction with creative images of the bottle and with strong positive feeling awakening words or phrases. Absolut went for simple, but sophisticated ads a classy picture of the bottle accompanied by a witty caption (Facts Abusolut Ads, 2009). Those advertisements have not only broken advertising records year after year but also have captured the eyeball alongside the imagination of the general public. The advertisement campaigns were nice to look at, easy to understand yet had the spark of intelligence and smartness. The modes featuring in the advertisement had a tanned skin most of the times thus the brand tried to relate itself with a sense of sunny, urban and dynamic lifestyle. The brand was more inclined to lay emphasis on girls. Because vodka is an odorless drink and do esnt give any quirky sensation while drinking, this was assumed that girls would love this kind of product features. Absolut Vodka soon became news. The latest ads often started getting journalistic coverage in magazines and on TV. Everybody talked about Absolut campaigns be it the Absolut Manhattan ad portraying an aerial view of New Yorks Central Park in the shape of an Absolut Vodka bottle or 26 Russian painters creating their own most personal impressions of the bottle. Over the years Absolut has commissioned not only over 300 painters, but also leading artists in all fields like sculptors, glass designers, musicians and fashion designers. The main strategy of the brand was to avoid relating the product with only one particular lifestyle and the ads were to have a timeless but contemporary theme. Absolut Vodka can be proud of its ads in crossing the line between advertising and art using different medians such as paintings, limited edition bottles, shirts, and sculpture (Brand Spotlight: Absolut Vodka, 2010). Many famous artists worked for the company, including Andy Warhol and Keith Harris. TBWAs branding campaign for Absolut Vodka was listed as one of the top ten campaigns of the last century by Advertising Age and the campaign won many awards including an Effie and Kelly awards which are probably the most prestigious awards in the advertising industry (2010). Those highly accepted and widely popular advertisements campaigns could successfully del iver the main brand positioning ideas of Absolut Vodka, i.e. premium product, high quality and association with art and a good life. 4. Competitors and their Campaigns In addition to Absolut Vodka, there are over other 30 vodka brands in the U.S. market as shown in Exhibit 2. Those brands are original from nine countries such as Belgium, Britain, Denmark, France, Finland, the Netherlands, Poland, Russia (Latvia and Estonia), and Sweden. Apart from American made brands existing in the market such as Popov, Gordon, etc. there was the emergence of new American made vodka brands in the past several year such as Skyy, a lovely San Francisco spirit, the newly arrived Teton Glacier, unique vodka made in Idaho, etc (Department of Liquor Control, 2009). In 2007, there were seven leading vodka brand in the U.S. market including Smirnoff, Absolut, Grey Goose, Skyy, Stolichnaya, Ketel One, and Svedka respectively as shown in Exhibit 3. These brands are made in different countries. However, the American made brand like Smirnoff was ranked the number one U.S. market share in 2007, followed by Absolut Vokda. A brief profile of five leading brands that were Absoluts competitors and their campaigns in 2007 will be discussed in next session. 4.1 Smirnoff Smirnoff is the #1 selling vodka in the U.S and the world. It had a 17.2% share in 2007. It is originally produced in Russia, the recipe found its way to America in the early 1900s. Smirnoff is one of alcohol brands of Diageo (Dee-AH-Gee-O), the worlds leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, JB, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. In November, 2006, Smirnoff renewed its alliance with James Bond in the film Casino Royale. The alliance involved a multi-million dollar media campaign, which was activated in the U.S. and around the world. The campaign included a broadcast advertising campaign; on- and off-premise promotions and sweepstakes; a global public relations campaign; and a fully interactive Casino Royale microsite (Zydel, 2006). Smirnoff had the close partnership with Bond in 1962à ¢Ã¢â€š ¬Ã‚ ²s Dr. No. In a scene when the villain hands Sean Connery a Martini, shaken not stirred made with Smirnoff Vodka. This monumental moment in film made some impact on the way martini drinkers made their cocktails, shifting from the traditional gin to a vodka-based drink and popularizing the vodka martini the world over (2006). Exhibit 5 shows a cross-promotional ad for James Bond Casino Royale and Smirnoff Vodka and some scenes in James Bonds movie in 1962s. In August, 2007, Smirnoff launched its largest ever marketing campaign ( £5M) which was named Sea to promote the brand. It centers around a 60-second commercial created by JWT, which premiered on 17 August 2007 in showings of The Bourne Ultimatum at selected cinemas across the United Kingdom. There were various tie-ins launched, including the Smirnoff Purifier, an online game, point of sale Smirnoff purity kits, and a tour of a custom-built Smirnoff Purification Installation used to make drinkable samples of water taken from saline or otherwise undrinkable water at selected sites (Sea: Advertisement, 2010). 4.2 Grey Goose Grey Goose was imported to the United States by the Sidney Frank Importing Company which is located in New Rochelle New York. In 1997, the brand became national prominence when it was awarded substantially for its quality in the U.S. In 2004, Sidney Frank then sold the right of manufacturing to Bacardi. Grey Goose was the first prominent French vodka but has seen some competition from Nuage, Ciroc and Idol which are now on the market. Each of these vodka brands are premium brands sold in North America (Grey Goose Vodka, 2007). In 2007, it held a 6.3% share of the U.S. Market. In 2007, claiming itself to be the Worlds Best Tasting Vodka, Grey Goose launched its new Discerning Taste advertising campaign which was produced by New York-based @radical.media. The campaign was the brands first major advertising effort since its acquisition by Bacardi Limited in 2004. It consisted of four different print advertisements and three broadcast spots. Creative elements of the campaign capture particular moments, people, places, and events in the lives of Grey Goose consumers revealing their unyielding lifestyle of discerning taste. The theme of the advertising platform supports the brands commitment to represent more than just a spirit, but a luxurious lifestyle brand. The print composites reveals the back stories of Grey Goose drinkers by portraying images ranging from playing golf to a spontaneous late night dinner with friends. These snapshot moments suggest that a Grey Goose drinkers inherent eye for detail leads them to seek refined subtleties in more than just th eir vodka but in all aspects of life (Grey Goose Vodka 2007 Advertising Campaign, 2007). The advertising campaign commenced in conjunction with the U.S. Open Tennis Championships in which Grey Goose was the Proud Promotional Partner of the tournament. The advertisements surrounded broadcast coverage on the USA Network and appeared on target outlets such as the Golf Channel, ESPN, and HD Networks and in print outlets such as BlackBook, Departures, GQ, Golf Digest, Travel + Leisure, Vanity Fair and Wine Spectator (Grey Goose Vodka 2007 Advertising Campaign, 2007). 4.3 SKYY SKYY is one of the fastest growing spirits globally and the leading domestic super premium vodka in the United States (Baker Hearn, 2005). The brand was launched in 1992 by Skyy Spirits, LLC who is the US-based wholly owned subsidiary of Gruppo Campari (Milan: CPR.MI) and the definitive marketer and distributor of super-premium and luxury spirits brands in North America. It had 4.6% U.S. share. Skyy vodkas highest quality and ultimate smoothness are perceived by consumers due to the state-of-the-art process of quadruple distillation and triple filtration (2005). According to the good design of its distinctive cobalt blue bottle and award-winning marketing communications, SKYY is synonymous with quality, sophistication, and style (2005). SKYY Vodka let the worlds most accomplished and controversial photographers interpret the brands sexy image in bold and daring fashion (Press Release: Skyy Spirits Unveils Sexiest Ad Campaign in Skyy  ® Vodka History, 2010). In 2007, SKYY looked to acclaimed photographer and independent filmmaker David LaChapelle to shoot the powerful, tantalizing images that captured the essence of cocktail glamour and the jet set lifestyle which would constitute its third campaign. The national campaign was named Cocktail Moments and was available for national outdoor, print, and online. Exhibit 6 shows some ads for this campaign. The creative was launched outdoors beginning January 2007 in LA, Chicago, Miami and San Francisco (2010). Magazine insertions start in February of 2007 in men and womens entertainment and lifestyle publications, including ESPN, InStyle, US Weekly and People, as well as on www.SKYY.com. The ads also ran as banner ads on selected websites including ESPN.com, Evite.com, an d Gay.com, starting in mid-February. Due to its bold, sexy imagery, SKYYs ads have become collectible pieces of artwork (2010). 4.4 Stolichnaya Stolichnaya has its origins in the Moscow State Wine Warehouse No. 1 which was opened in 1901 by the authorities to ensure higher quality vodka production (Stolichnaya, 2010). It was the first vodka to be introduced and imported into the USA, in 1972. Stolichnaya was at this time a good choice to the USA-produced vodka brands as it tasted milder due to a more refined distilling process (2010). However, Stolichnayas popularity has been dependent on the political climate between the U.S. and the former USSR. In 2005, Stolichnaya was included in the Pernod Ricard portfolio. Pierre Pringuet, Managing Director of Pernod Ricard said We needed a major vodka to boost and balance our product range. Stolichnaya signalled our first step in the vodka market and we are proud of our achievements in developing this fine brand. But with ABSOLUT, we have now made a giant leap forward! (Pernod Ricard, 2008). Since 2005, sales of Stolichnaya grew up from 2.1 million to 3.4 million cases and it had a 4.2% share. In 2007, the brand received several awards including Best New Product in the U.S. and Best New Event in the UK. Additionally, its benchmark Ultra Premium Stolichnaya Elit also got the highest rating by the U.S. Beverage Tasting Institute (2008). While renovating the brand, Pernod Ricard launched a new advertising campaign for the Stoli family in order to remind consumers to Choose Authenticity on April 9, 2007 (Pernod Ricard USA, LLC., 2007). Exhibit 7 presents ads of this campaign. The campaign debuted in leading U.S. magazines as In Style, Rolling Stone, and GQ in May, 2007. The new campaign was in a visual style and based on a Russian artistic movement called constructivism, that celebrated the strong industrial structures of the early 20th century when there was the creation of Stolichnaya (2007). The campaign depicted positive Russian icons in a proud tone and humorous way. One of the first ad executions headlines was The Mother of all Vodkas, from the Motherland of Vodka. The new campaign was developed according to two findings of research that: first, that the remarkable history of Stoli hadnt been fully told; and second, that authenticity was a critical consideration in the purchasing decisions of sophisticated, young adult consumers at that time (2007). Patrick Piana, Senior Vice President, Marketing, Pernod Ricard USA said: Pernod Ricard has consistently demonstrated its ability to drive brands to achieve their potential, and we are confident that this new Stolichnaya campaign will resonate with the brands core consumers and build on our overall track record of success(2007). However, after the purchase of Absolut was completed, Pernod Ricard ended its agreement with Stoli. William Grant Sons USA signed an agreement to distribute Stolichnaya in the U.S. in 2009. 5. Consumer Behavior The comprehensive analysis of vodka by the Beverage Information Group and research by Simmons Market Research Bureau reveal consumer behavior of vodka as follows: Vodka is unlike any other spirit category. The proportion between male vodka consumers and female consumers are fairly equal. Furthermore, it is consumed by all adult age groups (Simmons Market Research Bureau, 2007). Due to universal appeal of vodka coupled with its versatility as a mixer and the cachet high end products, it has continued to attract adult consumers (Beverage Information Group, 2008). Females favor flavored vodkas while males take the lead among several brands-Absolut Kurant, Stoli Citros, Stoli Ohranj and Stoli Cranberi (Simmons Market Research Bureau, 2007). According to Simmons (2007), the older the brand the older the consumer. Stolichnaya drinkers tend to be older than Absolut drinkers. Also, Absolut drinkers tend to be slightly older than Grey Goose consumers. Belvedere scores highest in the 21-to-24 age group among unflavored vodkas. Younger adult consumers tend to be attracted by somewhat sweet flavors-vanilla and raspberry. Whereas older consumers prefer classic cocktails that are savory in nature (Beverage Information Group, 2008). All vodka consumers are moving toward a healthier lifestyle and a greener planet. (Beverage Information Group, 2008). It was found that several marketers are incorporating natural and green elements in their products. This is a trend that is expected to continue (Beverage Information Group, 2008).. Limited edition products that benefit local causes such as Absolut New Orleans and Absolut Los Angeles are another trend that is expected to gain a following (Beverage Information Group, 2008).. Overall, consumers are moving away from sweet cocktails into the savory area. This may not bode well for several flavored vodkas (Beverage Information Group, 2008). Review of publications about vodka brands uncovers that there are some significant factors that enhance customer decision making process when buying vodka as follows: Luxury: By definition, vodka is a clear, tasteless, odourless liquid-meaning that a basic level of quality distilling yields vodka on par with any other. Yet through clever ads and higher pricing, Absolut vodka became the premium vodka over Smirnoff in the 1980s. Then, i n the 1990s, Sidney Frank consciously decided to introduce Grey Goose vodka, which costs 50 percent more than Absolut, with reasoning that people would pay more for a brand they saw as more exclusive, just as they did with Absolut over Smirnoff. Since vodka is one of premium alcoholic drinks, it is considered a kind of luxury items (Rothbaum, 2009). Flavors: Several companies keep introducing more varieties for customers to choose from, this strategy has proven to be quite successful. Also, the U.S. is the worlds biggest market for flavored vodka and a new flavour can drive sales. For example, in the summer of 2007, Finlandia introduced grapefruit flavored vodka. The vodkas popularity has been so great that it has increased the brands overall sales of flavored vodkas by almost 10% (2009). Thus, there are still room for competition in the vodka category. Store shelves are now packed with new flavours and brand extensions from numerous well-established brands (2009). Price: Setting an inviting price to attract consumers seems to be successful for some brand vodkas like Smirnoff. For example, Smirnoff posted a 4.0% gain in 2008 and making it the top-selling spirit in the U.S., leveraging its rainbow of flavors as well as its inviting price (2009). This pricing strategy must be employed carefully for luxury goods like vodka, since consumers still perceive that Vodka should not be cheap. It is not a product of first necessity. Even though higher-priced brands are seeing slower growth, consumers are still spending a lot of money to purchase these prestigious brands. Reference Group: Vodka consumers use reference groups such as co-workers, friends, and family as a guide to select a brand, since vodka is a product that can be shared in social occasions and consumers tend to please all of those groups when they gather. Thus, group situations constitute their purchase decisions. Packaging: Packaging has always played an important role in developing brand image, and the vodka industry is not exceptional. According to Adam Rosen, the brand manager of Wyborowa Vodka, the vodka industry is much more image conscious than other liquors (Labbrand Consulting Co., Ltd., 2009). In addition to ingredients and taste, packing is another factor influencing vodka drinkers buying decision- the vodka they choose should make a statement to others. Thus, the bottle design should display sophistication and class. For example, Svedkas new bottle reflects their cheap chic positioning, allowing consumers to purchase a premium vodka at a competitive price (2009). This should appeal to hip night life lovers, but not older customers accustomed to having a casual drink at home. It was found that the older audience will appreciate a classic bottle design that looks nice in their alcohol cabinet (2009). As Svedka hasnt redesigned their bottle for over 10 years, the repeat customers like ly have a strong connection to the old brand image (2009). In short, packing can influence decisions made through constructive process at the time of purchase. 6. History of Brand Advertising Absolut Vodka has become famous mainly due to its advertising campaigns. The shape of the bottle of Absolut vodka is very unique and is emphasized in all their advertisements. For about 25 years, the focus on the product has been the main theme in advertisements for Absolut Vodka. They ran campaigns of humor featuring their unique bottle. It is the unique advertising campaigns that have made Absolut a popular brand going up to the heights of Coke and Nike. In 1981 they started the Absolut ________ campaign. Absolut Perfection which was created in 1981 was the first advertisement and it is still popular today. They had clever concepts like Absolut L.A. which showed a swimming pool shaped like a bottle or Absolut Warhol which showed the painting of a bottle by the artist. One of their popular ads is the Absolut London', which shows the door of 10 Downing Street resembling an Absolut bottle. In a 1988 feature of a playboy magazine they showed a bottle like a model and this ad was called Absolut Centerfold. Then there were issues Absolut Disco (2007) related to dance music in 2008 Absolut Masquerade under the theme Every night is a masquerade and in 2009 the Absolut Rock Edition as a tribute to rock and roll. They wanted to end this campaign in 1997 with the launch of an offbeat bottle campaign on April fools day and it was very popular. But it took 9 more years to come up with a different campaign due to its limited advertising budget. Th e Absolut ____ campaign enabled the brand to become the best-selling imported vodka in the United States as sales rose from 20,000 cases in 1981 to almost 5 million in 2007. In January 2006 they started a campaign called The Absolut Vodka which had a theme on the pun between the brand name and the word absolute. This multimedia campaign demonstrates the headship of Absolut Vodka as The Absolut Vodka and observes other classics that are absolutes in our culture. This campaign is an evolution of the brands iconic, 25-year-old advertising and one that underscores the brands marketing ingenuity and continuous creativity. This campaign was broadcasted on television in the United States. The campaign also featured online and print executions. The new execution was built on the brands existing campaigns. The broadcast depicts a collage of absolute moments and icons that bases modern culture. Pictures include The Absolut Morale Booster (Marilyn Monroe singing for U.S. troops) and The Absolut Road Trip (first manned trip to the moon). The print advertisement features an Absolut Vodka bottle levitating over a color-block table with copy that reads The Absolut Vodk a the image connotes an exclamation point. The print ad shows the genuinity of Absolut Vodka and conveys only one message that Absolut is The Absolut Vodka. The Absolut Vodka campaign targeted a new and increasing group of vodka drinkers in the United States. The broadcast is very interactive and is aimed at capturing in-the-know customers. The Absolut Vodka campaign was created by TBWA/Chiat/Day, the advertising agency of record for Absolut VODKA. 7. The In an Absolut World Campaign In 2007, Absolut Vodka began its In An Absolut World campaign in which the company posted various, often fanciful scenarios of what the target audience might think would constitute a perfect, or Absolut, reality. The campaign was handled by TBWA/Chiat/Day, part of the TBWA Worldwide division of the Omnicom Group. The In An Absolut World would elicit varying opinions and points of view of customers. It is designed to be an inspiring, humorous, and thought-provoking integrated campaign about what an Absolut World might look like and to initiate a discussion about both universal and everyday subjects, as well as to challenge consumers to express their own visions of the world. Its advertising campaign invites consumers to visualize a world that appeals to them one they feel may be more idealized or one that may be a bit fantastic. The campaign includes commercials and video clips as well as online ads, print ads, billboards and event marketing. Drinkers were invited to imbibe In An Absolut World, a fanciful, even surreal, place where common sense prevails and just deserts are always on the menu. For example, on planet Absolut, men can get pregnant, and lying leaders are exposed by their Pinocchio noses. In fact, Absolut was confronting the same problems as other market-leading brands in that everybody knows who they are, but what are they known for? Thus, The goal is to encourage a dialogue between customers and the brand. The ads proclaim, This is Absoluts view of the world; you respond, you react. Absolut ads aimed at minority consumers will also begin to feature the Absolut World theme. 7.1 Probable Marketing Objectives Since from 2003 to 2007 over 240 new brands of vodka came and many companies started focusing on the ultra-premium category, the marketing objectives of the In an Absolut World include robusting sales growth and re-establishing and re-cementing the Absoluts position in the vodka category in an extremely competitive environment. 7.2 Probable Communication/ Advertising Objectives The main communication of the In an Absolut World campaign is to provide the customers with an opportunity to interact, get involved and associated with the brand, since its customer survey found that the previous one never provided the opportunities for customers to interact and get involved with the brand. Furthermore, the campaign aimed at depicting that Absolut Vodka has a class of its own or a world of its own implicating that it is different and better than other brands. The idea is that Absolut Vodka is the quintessential vodka, the true vodka, and the standard by which you judge other things. 7.3 Target Market The target audience is 23 34 year urbanites. 7.4 Positioning Statement To inform urbanites that Absolut Vodka is the quintessential vodka, the true vodka, the standard by which consumers judge other Vodkas. 7.5 Creative Strategy The In an Absolut World advertising campaign requires that consumers imagine a world that appeals to them, something like a perfect world or a fantastic world, thus bringing about different opinions and points of view. Also it needs to these ads in countries worldwide with varying themes relevant to their region. 7.6 Creative Execution To achieve the creative strategy, they decided not only to show what an ABSOLUT WORLD looks like, but also to give consumers the chance to experience it in their daily lives. The idea was to publish the perfect newspaper and distribute it for free, with real editorial content that was entirely positive and interesting to read. Another idea was to perfect a taxi ride by supplying a fleet of free-of-charge Porsche taxis. The next idea was to make a unique experience at the nearest ATM cash machine by introducing the Happy Hour. 7.7 Media Strategy The campaign would be put in print ads, billboards, TV commercials, video clips as well as online ads (at absolut.com), and event marketing. Absolut turned its website into an online community where visitors can share and discuss their visions of an Absolut World, create and upload images, films, worlds, and sounds, create personal profiles; browse, comment, and develop the visions of others. 8. Evaluation of the In an Absolut World The campaign uses a combination of approaches in the major selling idea between creating a brand image, positioning and inherent drama. Absolut developed its strong, memorable identity through image advertising and positioned itself as the quintessential vodka in the consumers mind. The creative approach used in the campaign is appropriate for the target audience who is 25 34 year urbanites. The message can delivered to the target audience and executed in a combination of imagery and humor. For example, one of the ads shows an expectant couple and the husband is pregnant. Additionally, even though Absolut came up with many ads with different pictures, those ads were able to convey the message to the target audience effectively by using indirect headlines In an Absolut World as creative tactics for printing ads and TV commercials. Also, the message is short, clear, novel, and creative as well as provokes their thoughts. Most of the ads in the campaign use emotional appeal to attract the target audience while others create excitement and provoke thoughts. The ads and some TV commercials try to communicate with the target audience that people wish to see the world in a different manner according what an Absolut World means to them or their perceptions. For example, a TV commercial portrays a h

Reproductive Health in Low Income Women Essay -- Health, Diseases, HIV

The District of Columbia (D.C) is made up of 52.8% females, 54% African Americans, and 40.6% Caucasians. Of the roughly 600,000 living in D.C., 101,400 (or 16.9%) are living below the poverty line (US Census, 2009). Over the years, the poverty rate in D.C. has continued to grow. With this number growing, there is a profound need to learn more about the women that are being affected. That being said, it is important to learn more about sexual and reproductive health in low-income women. In the District of Columbia, many women are living below the poverty life and are thus unable to get the help that they need in regards to their sexual and reproductive health. As researchers, there is a need to investigate why this is and what can be done to fix it. Through this research paper, there will be a large focus on low income women, their rates of and what barriers they may face with regards to Human Immunodeficiency Virus/Acquired Immune Deficiency (HIV/AIDS), Sexually Transmitted Disease ’s (STD’s), Breast Cancer and Cervical Cancer. As of December 31, 2008, there were 16,513 residents of DC living with HIV/AIDS. Of the residents, 75.6% were African American. This large number gets more devastating when it is seen that one in every 21 African Americans in D.C. has HIV/AIDS and African American women are 17 times more likely to have HIV/AIDS than a Caucasian women (DC Department of Health, 2009). When studying testing rates for HIV/AIDS, Medina (2009) found that most of the participants in the study were self-motivated to get tested. After the initial test, participants had a slightly higher chance of reducing risky sexual behavior. However, the study also found that testing was not a method that should be used to sustain consistent... ...) set up free, easy to access care for low-income women. Even when the testing was free and easy to access, many women still did not participate. In addition, they found that less mammogram usage is associated with low income women, as 36.4% to 54% of the low income women that were seen had never had a mammogram. The studies above have found three main points that will be used in the rest of this research article. First and foremost, DC has a high number of reproductive illnesses among women of low-income that need to be addressed. Secondly, there is a definite need to address the income barrier, as many studies show that income and insurance are high predictors of sexual health testing and treatment. Lastly, minority women are more likely to have reproductive diseases, and are also less likely to be diagnosed in a timely matter, and thus treated appropriately.

Byzantium versus Western Europe Essay -- Ancient History, Roman Empire

The Eastern part of the Roman Empire held imperial power headed by the city Byzantium later renamed Constantinople after the emperor Constantine (316). It remained the capital until Charlemagne revived the Western Empire (316). Between 324 and 330, â€Å"the Byzantine Empire passed from an early period of expansion and splendor to a time of sustained contradiction and splintering and, finally, catastrophic defeat† (316). The first period; between 324 and 632, of Byzantine history experienced great successes territorially, politically, and culturally (317). Especially, under the reign of Emperor Justinian and Empress Theodora; both intelligent and tough; even to the extent of being called tyrants by their court historian and biographer (317-18). During their reign, there were more than 1500 cities, Constantinople being the largest filled with great size and splendor (317). Between the fourth and fifth centuries Decurions; councils of 200 local, wealthy, landowners, governed the cities (318). By the sixth century however, the decurion councils were replaced by special governors deemed more reliable by the emperor (318). Justinian also ordered a revision of Roman law and created several compilations with the aid of a committee of learned lawyers (320, 342). The compilations later became the foundation for most European law (320). The first compilation; Code, revised imperial edicts, the second; Novellae, presented the decrees issued by Justinian and his successors, the third; the Digest, compilation of old legal experts’ opinions, and the fourth compilation; the Institutes, a practical textbook for young scholars (320). Still, this strengthening of the empire did not allow him to retrieve the Western imperial lands conquered by barbarians... ...ir religion upon the people (325). Thus, these peoples found refuge in Muslims from Byzantine oppression (325). Muslim conquerors tolerated other religions and offered protection for many peoples (326). Christian Europe developed a lasting fear and suspicion of the Muslims as they were assaulted and challenged by them at all fronts (326) In both the east and west the Muslim invasion was confronted and halted though contact between Muslims and Christians continued (326). Muslims regarded Byzantium â€Å"as a model to learn from and improve upon† (326). Despite the differences between the Christian west and the Muslim world, there was creative interchange between the two (326). Sine the Arabs were more advanced, the West benefited from this interchange most (326). Oftentimes, the Church became an important force for Western Europe through invasions, changes, etc (328).

Materialism vs Idealism :: essays papers

Materialism vs Idealism History tells us very little of Titus Lucretius Carus, but one can see from reading his work that he has a strong dislike towards religious superstition, which he claims is the root of human fear and in turn the cause of impious acts. Although he does not deny the existence of a god, his work is aimed at proving that the world is not guided or controlled by a divinity. Lucretius asserts that matter exists in the form of atoms, which move around the universe in an empty space. This empty space, or vacuity, allows for the movement of the atoms and without it everything would be one mass. He explains that matter and vacuity can not occupy the same space, "...where there is empty space, there matter is not...", and these two things make up the entire universe. These invisible particles come together to form material objects, you and I are made of the same atoms as a chair or a tree. When the tree dies or the chair is thrown into a fire the atoms do not burn up or die, but are dispersed back into the vacuity. The atoms alone are without mind or secondary qualities, but they can combine to form living and thinking objects, along with sound, color, taste, etc... Atoms form life, consciousness, and the soul, and when our body dies there is nothing left of the latter except for its parts, which randomly become parts of other forms. Matter is never ending reality, only changing in its form. In the philosophical system developed by Irish philosopher George Berkeley, Idealism, Berkeley states that physical objects, matter, do not exist independent of the mind. The pencil that I am writing this essay with would not exist if I were not perceiving it with my senses, but in the dialogue between Hylus and Philonous Berkeley attempts to show things can and do exist apart from the human mind and our perception, but only because there is a mind in which all ideas are perceived or a deity that creates perception in the human mind, either way its God. He says that the external world can not be understood by thought, but "sensible things", objects that we perceive, can be reduced to ideas in the mind. These ideas, or "objects before the mind", possess primary qualities, the main structure, and secondary qualities, what we derive from our senses, which are inseparable. I'm confused about this, if I'm thinking about a star in a different galaxy, which makes the star an "object" before my mind, then where are the secondary qualities?

Research question †How many molecules are there in a liquid drop? Essay

Variables – Independent variable – The nature of the liquid drop. Dependent variable – Mass of liquid drop. Constants – * Concentration of the liquids * The volume of a drop * Temperature of the liquids Hypotheses and prediction – The heavier the liquid used i.e. a liquid with a high relative molar mass, the more the number of molecules per drop. I predict this as the RMM (relative molar mass) is the measure of the mass of molecules that make up a mole of a substance, and hence the higher the mass is, the more the number of molecules there have to be. Thus, the liquid would have more number of molecules per unit volume as compared to one with a lower RMM, keeping in mind the same concentration is taken. Apparatus – 1. Measuring scale, in grams (à ¯Ã‚ ¿Ã‚ ½ 0.01 g) 2. Dropper 3. Beaker, 50 ml 4. Distilled water 5. Glycerine 6. Ethanol 7. Ethylene glycol 8. Tissue paper Methodology – 1. We collected the apparatus needed and measured the mass of the 50 ml beaker. We called it m1. 2. Using a dropper, we put 20 drops of water in the beaker. We measured the mass of the beaker + water, and called it m2. The mass of the 20 drops of water was found by subtracting m1 from m2. The answer was divided by 20 to find out the mass of one drop of water. 3. We repeated step 2, with water, using 40, 60, 80 and 100 drops. This made the experiment more accurate i.e. gave a more precise mass of the water drop. 4. then, we repeated steps 3 and 4 with the three other liquids – ethanol, glycerine and ethylene glycol. 5. Values were noted down. Further calculations were made using the mole equation – Number of moles = And, also using Avogadro’s constant, where the number of molecules in one mole of a substance is 6.023 à ¯Ã‚ ¿Ã‚ ½ 10à ¯Ã‚ ¿Ã‚ ½Ãƒ ¯Ã‚ ¿Ã‚ ½. Controlling, varying and monitoring the variables – > The independent variable was varied by using not one, but four different types of liquid. These were – distilled water, glycerine, ethanol and ethylene glycol. These liquids have different relative molecular masses. > The change of the dependent variable were monitored by using a measuring scale to observe the change in the masses of the same number of drops when different liquids were tried. > The controlled variables were kept constant:- (a) All the four liquids had the same concentration of 1 mol/dmà ¯Ã‚ ¿Ã‚ ½. This was necessary as a change in the concentration produces a change in the number of moles of the liquid in the drop. (b) The drops were all of the same sizes, and hence of the same volume. the volume was kept constant by using the same dropper for each trial, and furthermore, by applying the same pressure (from the fingers) to the bulb of the dropper. (c) The temperature of the liquid was necessary to keep constant as even trivial changes in temperatures can make a liquid expand or contract, changing its volume. The experiment was carried out at room temperature, for all trials. The temperature of the surroundings was unchanged throughout the experiment i.e. the temperature of the air conditioner was not altered. Collecting relevant and sufficient data – Before the experiment, several trials were executed in order to get a gist of the experiment and recognize and amend any errors. Examples of errors include applying different amounts of pressure on the dropper bulb, giving us drops of different volumes. We also noticed that sometimes, more or less drops were added than needed, due to not observing well or counting the number of drops being put into the beaker carefully. We corrected this by paying more attention to the number of drops being put into the beaker. These errors were made right and taking trials before the experiment ensured we had a more precise, accurate and relevant experiment. We also decided to take the mass as the dependent variable, instead of volume, as we were provided with a measuring scale which was much more accurate (à ¯Ã‚ ¿Ã‚ ½ 0.01 g) as compared to even the most accurate measuring cylinder (10 ml, à ¯Ã‚ ¿Ã‚ ½ 0.1 ml). This reduced the overall uncertainty of the equipment used and hence the general error of the experiment, and made the data more relevant and certain. On the other hand, it was made sure sufficient data was collected as we took five different trials (20, 40, 60, 80 and 100 drops) for each of the four liquids, just to average it down and get the mass of one drop (for each liquid). Furthermore, we measured the masses of high numbers of drops ex:- 60, 80, 100 drops etc. as the higher the number of drops, the lesser the error uncertainty. The standard deviations of the averages of each set of drops has not been calculated, as it isn’t the final value needed (i.e. the average mass of one drop is the final value needed). I have rounded off those averages to three decimal places (instead of one) as the values are very small. The average mass of one drop has been rounded off to the same number of places as the standard deviation, that is two significant figures. The calculations are shown on the following page. Calculations – * The averages have been calculated the following way:- For example, taking the values for water = = = = 0.0634 = 6.3 à ¯Ã‚ ¿Ã‚ ½ 10à ¯Ã‚ ¿Ã‚ ½Ãƒ ¯Ã‚ ¿Ã‚ ½ (to one dp) * The standard deviation for the averages have been found out in the following way:- 1. First the average of the values have been found. Taking the example of the values of water the average is 6.3 à ¯Ã‚ ¿Ã‚ ½ 10à ¯Ã‚ ¿Ã‚ ½Ãƒ ¯Ã‚ ¿Ã‚ ½ g (0.0634 g). 2. Then, the difference between each reading and the average was found. That is: 0.058 – 0.0634 = -0.0054 0.059 – 0.0634 = -0.0044 0.065 – 0.0634 = 0.0016 0.067 – 0.0634 = 0.0036 0.068 – 0.0634 = 0.0046 3. Next, these differences were squared (in order to remove any negative signs): (-0.0054)à ¯Ã‚ ¿Ã‚ ½ = 2.916 à ¯Ã‚ ¿Ã‚ ½ 10à ¯Ã‚ ¿Ã‚ ½5 (-0.0044)à ¯Ã‚ ¿Ã‚ ½ = 1.936 à ¯Ã‚ ¿Ã‚ ½ 10à ¯Ã‚ ¿Ã‚ ½5 (0.0016)à ¯Ã‚ ¿Ã‚ ½ = 2.56 à ¯Ã‚ ¿Ã‚ ½ 10à ¯Ã‚ ¿Ã‚ ½6 (0.0036)à ¯Ã‚ ¿Ã‚ ½ = 1.296 à ¯Ã‚ ¿Ã‚ ½ 10à ¯Ã‚ ¿Ã‚ ½5 (0.0046)à ¯Ã‚ ¿Ã‚ ½ = 2.116 à ¯Ã‚ ¿Ã‚ ½ 10à ¯Ã‚ ¿Ã‚ ½5 4. These squares were then added, and the sum was divided by (n – 1), where â€Å"n† is the number of values. = 2.13 à ¯Ã‚ ¿Ã‚ ½ 10à ¯Ã‚ ¿Ã‚ ½5 5. Finally, the square root of this number gives the standard deviation of the average: = à ¯Ã‚ ¿Ã‚ ½ 4.615 à ¯Ã‚ ¿Ã‚ ½ 10à ¯Ã‚ ¿Ã‚ ½Ãƒ ¯Ã‚ ¿Ã‚ ½ However, this value is always rounded off to one significant figure (hence, so is the average value) giving – à ¯Ã‚ ¿Ã‚ ½ 0.2 s. 6. This method was used to get the standard deviation of the rest of the four averages as well. * The number of moles of the liquid contained in the drop was calculated by the formula = Number of moles = . The relative molar masses of the four liquids were taken from literature values – Water – 18 ; Glycerine – 92 ; Ethanol – 46 and Ethylene Glycol – 62. (www.wikipedia.com) * The number of molecules present in the drop was found out by using Avogadro’s formula which states – Number of molecules = Number of moles of the substance à ¯Ã‚ ¿Ã‚ ½ (6.023 à ¯Ã‚ ¿Ã‚ ½ 10à ¯Ã‚ ¿Ã‚ ½Ãƒ ¯Ã‚ ¿Ã‚ ½) Data processing – Graph 1 – This graph shows us two things – the mass of the liquid drop as well as the number of molecules each drop contains – of four different liquids, which are placed on the X axis. Comparing this graph, and literature values, we can see there is an indirect relationship between the mass of the drop and the number of molecules. This relationship is most importantly affected by the relative molar mass (RMM) of the liquid. A higher RMM means a lesser number of moles in a given volume, as is seen in the case of glycerine, where the number of molecules is seen to be relatively lesser when compared to its mass; and other values. This means that glycerine’s molecules are heavy, large or more dense. Whereas in the case of water, the number of molecules is seen to be much higher as compared its mass – which suggests that water has a lower RMM, relatively, and hence is â€Å"lighter†, or smaller, on the whole. This graph also shows us anomalous results regarding the mass of the ethylene glycol drop. Technically, the ethylene glycol drop should have a greater mass as when compared to ethanol, as it has a greater RMM (value got from literature data) and a lesser number of molecules. This could have been due to errors in the volume of the liquid drop (for example), which have been explained in the evaluation. Conclusion – Thus, we can conclude by stating that the hypothesis has been proved wrong i.e. as the relative molecular mass of a liquid increases, or the mass of the liquid drop increases, the number of molecules it contains decreases. This is because the relative molar mass is a measure of the mass of one mole of a substance (relative to 1/12 of the mass of carbon 12), and one mole of any substance consists of the same number of molecules – 6.023 à ¯Ã‚ ¿Ã‚ ½ 10à ¯Ã‚ ¿Ã‚ ½Ãƒ ¯Ã‚ ¿Ã‚ ½. However, one mole of a substance may differ in mass from one mole of another substance. This is solely because of the mass of the particles contained in that one mole of the substance. A compound which has i) many atoms ii) heavy atoms (in one molecule), will have a higher relative molar mass than a molecule of a compound which has lesser atoms or lighter ones (or both). In this experiment, we are not measuring the number of molecules in one mole of these for substances, but in one drop. hence, the volume remains constant here. Thus, the only way a drop of a substance (of the same volume as the other three drops) will have more number of molecules than any other will be by the liquid having a lower RMM, so that more number of particles would fit in that drop. Taking the example of water, its mass is relatively lower as compared to the number of molecules it contains. This simply suggests that a water molecule will either have lesser atoms, or lighter atoms, or both. On the other hand, the molecule of glycerine is fairly heavy, with an RMM of 92 (whereas the RMM of water is 18) and we can see by the graph that the number of molecules it has is relatively lower than that of water’s however the mass of the drop is higher than that of water’s. This shows that glycerine molecules are heavier than water molecules. Thus, as the mass of the drop increases, the number of molecules it contains decreases. Errors and observations – > Glycerine doesn’t dissolve in water, hence it was difficult to clean the dropper and the measuring cylinder containing it. > Ethanol, being an alcohol, was volatile. Thus, it easily evaporated. This could have been the reason why the mass of the ethanol drop was lower than expected. > Any slight changes in the room temperature would have caused an error to the volume of the drop, since it is so small in volume, ex:- opening of the laboratory door, changing of the temperature of the air conditioner, opening of the windows. However, it was made sure as far as it could to avoid these changes. > The same dropper was used for each liquid, in order to try to maintain the volume of the drops. This could have resulted in the liquids mixing up, hence altering the mass values. > Minute air particles like dust and dirt could have affected the experiment by changing the mass of the drops. > The readings taken towards the end of the laboratory session were slightly heavier (due to some liquid still remaining in the instrument). > The angle with which the dropper was held made a difference to the size of the drop i.e. if the drop was held vertically, the drops flowed faster and were heavier. Whereas if the dropper was held more horizontally, the speed of the flow of the drops was slower and the size was smaller. > After filling the dropper, the first drops were slightly heavier as compared to the last ones due to the extra pressure being applied to them from the liquid above. > Air bubbles were trapped in the liquids. > Glycerine had the largest and most viscous drops whereas water had the smallest and least viscous drops. > Sometimes, drops were added to a measuring cylinder which already contained drops, intentionally. For example, if a measuring cylinder had 20 drops of water, 20 more drops were added and then the mass for 40 drops of water was measured. In case there were any errors for the first 20 drops, they could have carried on for the next 20 drops. > The liquids could have been slightly impure, as they were all being used for the same experiment (some could have mixed). This would have made a difference to the mass. Evaluation – 1. In order to clean the glycerine left from the sides of the dropper etc, a substance which dissolves glycerine could have been used, for example alcohol. 2. Since ethanol was volatile, the experiment could have been carried out in an area where there was no straight wind. The ethanol bottle could have been kept shut for most of the time, and the masses could have been taken down quickly. 3. The room temperature could have been well monitored by maintaining a constant temperature (of the air conditioner) and strictly ensuring that the windows or the door weren’t opened. 4. Extra care and hygiene could be taken to ensure that the liquids didn’t mix up. This could be done by making sure that attention is paid to the lab while performing it and the volunteers aren’t distracted. To make sure the dropper was well cleaned for each trial, liquids which dissolved the liquids being used could have been applied. Another way could be to find another dropper with the exactly same diameter as the one being used. This would decrease the errors by a great deal. 5. To ensure dust particles didn’t fall into the liquids, a conical flask could be used. 6. After each trial, it should be made sure that the beaker is cleaned well and wiped well too, by tissue paper. In order to ensure that there is no extra liquid remaining, the mass of the beaker could be checked before adding the drops. 7. One set angle (of the dropper) should be used, for example the dropper could held at approximately 45à ¯Ã‚ ¿Ã‚ ½ to the laboratory surface table for all trials. The pressure applied to the bulb should also be monitored. 8. When the dropper is full, the experiment could be carried out more slowly and the number of drops be carefully monitored. This would make sure that the size of the drops was not too large, and that the number of drops being added to the beaker were carefully monitored. 9. To decrease the number of air bubbles, the bottles which contained the four liquids could be shut for most of the time and not moved around much. It should also be made sure that the dropper was full with sufficient liquid so that there would be very less air bubbles, or none at all. 10. To avoid carry-on errors, each trial could be performed after cleaning the beaker with water and wiping it well with tissue, each time. These would be the improvements I would add to my experiment in case I perform it again. I would also like to use more, different liquids, in order to get a broader idea of the experiment.

Emotional labour Essay

1. According to Bryman (2004), emotional labour is regarded as situation in the workplace where workers are required to shows certain emotion as a part of their job. Bryman (2004, p.103) describes the developing trend of presuming work as a performance, where workplace is seen as stage for performance, while workers are the actors on the stage. He states that workers’ performance that is presented to the customers is vital as it is memorable to customers. Bryman (2004, p.103) emphasizes that emotional labour is capable of creating performative labour. In emotional labour, workers manage their inner feeling to display facial and bodily expression (Bryman, 2004, p.104). He suggests that the emotion shown can be positive or negative depends on the job’s requirement. Hochschild (1983, as cited in Bryman, 2004, p.104) considers emotional labour as acting, and distinguished it into surface and deep acting. Surface acting is explained as displaying the accurate emotion without feeling it, whereas deep acting involves the true feeling when the emotion is being shown (Hochschild, 1983 cited in Bryman 2004, p.104). Bryman (2004, p.104) states that there is a continuing change from focus on control to formation of commitment to the organization, so that workers are emotionally attached to the organization. Bryman (2004, p.104) states that the creation of emotional tie will cultivate excitement and meaning for workers. Furthermore, Bryman (2004, p.105) suggests that emotional labour directly affects quality of service delivery, which also affects the quality of goods and services provided. Customers are getting more and more concern on the quality of delivery (Bryman, 2004, p.105). Showing positive emotion like smiling and making eye contact will develop good atmosphere when the service is being delivered (Bryman, 2004, p.105). Bryman (2004, p.105) also states that with the research on flight attendants, it shows that display of positive emotion like smiling must be deeply felt by the workers but not surface acting. Emotional labour is very important as it distinguishes services which have roughly the same products (Bryman, 2004, p.106). Bryman (2004, p.106) explains that the growing understanding of emotional labour as one of the factors that affect customers satisfaction, which is important to repeat business have been the cause for customer care programmes’ growth. He also insists that Total Quality Management (TQM) have affected customer care programmes, which the  main focus is on customer satisfaction. Bryman (2004, p.106) have focused on Disney Theme Parks which emotional labour is very vital in its service delivery. Every employee has been trained to show positive emotion all the time when confronting customers (Bryman, 2004, p.108). Disney has made use of training programmes to create commitments and values which help in emotional labour (Bryman, 2004, p.109). Bryman (2004, p.110) has shown that lots of jobs involves certain level of emotional labour and there is formal emotional guideline in work role. Nevertheless, he argues that displaying emotion based on only formal instruction is a mistake, because it will affect workers’ work because workers themselves have own ability to express emotion needed in work. Bryman (2004, p. 111) states that huge fraction of employees is influenced by the necessity of emotional labour, and women are being demanded in profession related to emotional labour than men. Bryman (2004) relates the influence of emotional labour to workers in airlines, shops, McDonald’s, restaurants, telephone call centres, zoos, and hotels. In addition, Hochschild (1983) as cited in Bryman (2004, p. 121) proposes that emotional labour leaves adverse effect on labourer as it separates wor ker’s action and feeling. However, studies (Wouter, 1989; Leidner, 1993; Sharma and Black, 2001 cited in Bryman 2004, p.121) showed that emotional labourers in some jobs feel satisfied when able to assist customers. Bryman (2004, p.122) suggests that the incurrence of bad effect of emotional labour is dependent on jobs environment. He also proposed that ‘philanthropic emotional labour’ is occasionally expressed by worker out of willingness and will not incur negative effect on workers. Besides that, aesthetic labour involves forming employees into desired appearance to portray the image of company (Bryman, 2004, p.123). Bryman (2004, p.123) suggests that the aesthetic and emotional labour are used together in workplace, and the growing importance of style and image will increase the need of aesthetic labour. Hence, emotional labour has been increasingly demanded as it can differentiate one service from another. Emotional labour may inflict adverse impact on emotional labourer, but there are also researches that show the other ways round. 2.  Emotional labour has greatly influence the service industries nowadays (Bryman, 2004). However, arguments exist within the issue of emotional labour over the years (Smith, 1999).   Firstly, it is agreeable that emotional labour is related strongly with service performance (Bryman, 2004, p.105). This is due to positive emotion in service delivery to customers will provide satisfaction to customer which satisfaction implies good quality of service delivery (Bryman, 2004, p.106). Involving emotions when facing customers is vital to keep loyal customer and repeat business as it give much satisfaction to customers (Albrecht & Zemke, 1985 cited in Grandey,2000 ). Ashforth and Humphrey (1993) as cited in Grandey (2000) states that handling emotion may cause positive delivery of service as it reflects good image of organization and makes customers feel good. Positive expressions of emotion like smiling and giving compliments are some example of involving emotion to boost service performance (Adelmann, 1998 cited in Grandey, 2000). Studies from Pugh (1998) as cited in Grandey (2000) showed that there is a direct relationship between emotion shown by bank teller and customer contentment. Besides, it is undeniable that women are more demanded than men in jobs related to emotional labour (Bryman, 2004, p.111). He states that it may because of women are more suitable to display emotion in some particular jobs (Bryman, 2004, p.112). According to Fay (2011), gender differences are significant in occupations with high level of emotional labour. Finding by Simpson and Stroh (2004) as cited in Fay (2011) showed that women are more probably conceal their negative feeling, whereas men are likely to hide their positive feeling. In addition, research by Mann (2007) as cited in Fay (2011) revealed that men express true emotion on what they actually feel, while women tend to show warmth and not affected by their true feeling. Women have higher level of emotional expressivity (Rafaeli and Sutton, 1989 cited in Grandey, 2000). Therefore, they can accomplish service jobs better which require emotional labour (Grandey, 2000). Apart from that, Bryman (2004) stresses that women are more suitable than men in some occupations where sexuality is a key element. Example of those work that suit women is nursing, nurses are required to express strong emotion such as care, affection and kindness (Henderson, 2001). The nursing work suit women since they have high level of emotional expressivity. From all 2,500,000 nurses,  only 6% are men and this showed that nursing is an occupation dominated by female (NursingSchool.org, n.d.). Hochschild (1983 cited in Bryman 2004, p.121) argues that worker engaged in emotional labour will have negative effect inflicted to them. However, it is not always the case that emotional labourers are adversely affected. Studies have shown that emotional labourers like flight attendants, beauty therapists and insurance agents do not feel the negative impacts of emotional labour when being involved (Wouters, 1989; Leidner, 1993; Sharma and Black, 2001 cited in Bryman, p.121). Research by Ashford and Humphrey (1993) as cited in Grandey (2000) showed that workers involved in emotional expression to satisfy have more jobs satisfaction as they make their jobs less dull. A study on table servers reported that employees who really put feeling in the jobs are more satisfied than employees who do not (Adelmann, 1995 cited in Grandey, 2000). Hence, those studies have shown that workers involved in emotional labour are not harmfully affected, but they gain job satisfaction from it. Finally, cast members in Disneyland must show emotional labour when facing every customer (Bryman, 2004, p.109). This aspect of emotional labour in Disneyland is not the best emotional approach to bring the best out of the cast members. This is because workers feel horrible when their emotion is totally controlled by the organization (Hohschild, 1983 cited in Bryman, 2004). Lack of control and autonomy over their own emotion can lead to life stress and work stress (Rodin, 1986 cited in Grandey, 2000). Research from Wharton (1993) as cited in Grandey (2000) discovered that employee with high emotional autonomy have relatively low emotion fatigue than employee with low autonomy. Eventually, low autonomy and high emotional regulation in workplace can cause withdrawal behaviour (Grandey, 2000). Grandey (2000) suggests that emotionally exhausted workers might leave the organization in the long run due to burnout. A court case involving customer service workers sued the company because they were required to smile even though they were sexually harassed by customers (Grandey, 2000). Thus, Disneyland which takes away workers’ emotional independence might cause negative result. In conclusion, many arguments still persist in the aspects of emotional labours. Therefore, more researches and studies needed to be carried out so that emotional labour can bring the best out of workers and ultimately the organization. 3.  Emotional labour have increasingly significant to business nowadays. Everyone has the experience related emotional labour whether on the giving or receiving end.  I have encountered many occasions associated to emotional labour in which I’m on the receiving end. After reading text by Bryman (2004), I felt that emotional labour is extremely important in today’s workplace to satisfy customers after reflecting on my own experience. The most memorable encounter I had experience was at electronic shops. I was surveying between the shops to purchase an electronic device I wanted. As I was surveying between electronics shop, I realised that the attitude of salespersons towards customer are different from one another. When I was at one of the shops, the salesperson welcomes me with a bright smile and offers me help whenever I need it. He was explaining patiently the feature of the device to me with a pleasurable tone and his smile never went away even it took a long time to explain to me. On the other hand, when I was at another electronic shop, the situation was totally different from the first shop. The salesperson did greet me when I entered the shop but his face was gloomy and most importantly without a smile. From his tone when speaking to me, I felt that he was not willing to serve and explain his product to me. He did not proactively explain his product and only answered my inquiry with a low tone. Finally, I bought the device from the first electronic shop. In my case, salesperson as the frontline service employee is very critical as they are the key to generate sales to consumers (Smith, n.d.). So, they are the workers who should involve emotional labour to perform their task effectively (Ashforth and Humphrey, 1993 cited in Grandey, 2000). In my case, the first salesperson expressed positive emotion which satisfy me as a customer but the second salesperson did not. Eventually, the first salesperson succeeded selling his product to me. In conclusion, after reading the text by Bryman (2004), I realised that the importance of emotional labour especially in service industries. 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