REFUTE letter Essay Example | Topics and Well Written Essays - 750 words

REFUTE letter - Essay Example take a position on the debate: is Bill Cosby’s criticism justified or, as William Ryan might ask, is he blaming the victim?† My response to this question was to formulate the essay as a rhetorical argument, and took the stance that all writing is persuasive writing. As a result, the responses to the arguments in the reading set were structured using the same logic Cosby, West, Dyson, and Ryan used; this means that rhetorical flourishes were used instead of the strict argumentative form that would be found in legal writing. You will notice that Cosby, West, Dyson, and even Ryan are guilty of using rhetoric to establish their arguments. Indeed, Dyson even refers to Cosby’s argument as, â€Å"classist, elitist, and rooted in generational warfare.† Furthermore, by referring to William Ryan’s ‘blaming the victim’ in the essay prompt, I took the statement ‘blaming the victim’ to be indicative of not only Ryan’s argument, bu t of the entire reading set that opposed Cosby. When considering the Cosby argument, one grader noted that the essay did not fully grasp Cosby’s arguments. I must respectfully disagree and point the grader’s attention to the Boondocks comic in which the boy’s father chastises him for needing to pull up his pants and refers to the boy as ‘dirty laundry’. This comic is a satire on those that would take Cosby’s argument literally. In the essay, I set out to defend Cosby’s argument on the grounds that, â€Å"Cosby is not a social scientist and his message is not meant to be judged by these standards; rather, he is a respected and influential leader whose statements need to be understood for their rhetorical efficacy. In attacking Cosby, Dyson is willfully committing a socially irresponsible form of ignorance. While this example may seem a fairly basic formulation of a complex social problem†¦Cosby’s comments aren’t meant to be interpreted as the literal proscriptive formulation of a policy maker, but as a rhetorically

Dove Evolution of brand Essay Example for Free

Dove Evolution of brand Essay In 2007, Unilever’s Dove was the world ‘s number-one â€Å"cleansing â€Å" brand in the health and beauty sector. Dove Competed in all categories like cleansing bars, body washes, hand washes, face care, hair care, deodorants, anti-perspirants, and body lotion.Their competitor are PG (Procter and Gamble’s) ivory, KAO’s Jergens, Beiersdorf’s Nivea. The first Dove Product â€Å"Beauty Bar† was launched in 1957 with campaignâ€Å" Dove Soap doesn’t dry your skin because it’s one-quarter cleansing cream†. Dove positioning their product to functionality superiority product. It’s can no longer be accepted because functionality meant different things in different categories Dove was tapped to become master brand in 2000, Dove entries in all personal categories and Dove become masterbrand. To build masterbrand needed to do something different. Dove do a process of exploratory market research, consultation with experts, conversation with women, and message testing led to â€Å" The Campaign for Real Beauty†. Now Dove success become masterbrand under the title of The Dove Campaign for Real Beauty. Dove success giving a single identity to the wide range health and beauty products. Dove also organizing for brand management to support this champaign. Read Also:  Ideas for an Exploratory Essay Question Analysis 1. What is brand in the definition of Dove ? Answer : Based on Merriam-Webster, Dove is a. a small wild bird that is related to pigeons b. a gentle woman or child c. a person who does not want war and does want peace Dove is a symbol for peace, love and honesty. Dove Brand definition is a soap that give you real beauty because its more gentle than another soap so it would not dry out your skin the way soap did. So people does not worries about dry skin if used it because it was not technically soap at all. It is milder than soap-based bars. 2. What does Dove’s market positioning in the 1950s? What is its positioning in 2007? Answer : In 1950’s The first Dove product, called a beauty bar was launched in 1957. It was positioned upon its function as a superior product that doesn’t dry out the skin the way soap did. It was marketed through a mix of marketing communication tools like the Television, print media and bill boards. The advertising message was â€Å"Dove soap doesn’t dry your skin because its one-quarter cleansing cream† which was illustrated with photographs that showed cream being poured into a tablet. The advertising aspired to project honesty and authenticity, preferring to have natural looking women testifying to Dove’s benefits rather than stylized fashion models. In 2007 Dove become a Masterbrand, its name is used for all beauty bar category in Unilever, such as deodorants, hair care products, facial cleansers, body lotions, and hair styling products. The old positioning of Dove is focus on functional superiority and it can no longer be accepted because functionality meant different things in different categories. After a process of exploratory market research, consultation with experts, conversation with women, the positioning of Dove is â€Å"The campaign for Real Beauty†. The campaign begin with using ordinary people in supermodel contexts and for books of nudes featuring plain-looking models. The result was the so-called Tick-Box campaign. In this campaign, billboards were erected and viewers were asked to phone 1-888-342-DOVE to vote on whether a woman on the billboard was â€Å"outsized† or â€Å"outstanding.† The next campaign  were known internally as the Firming campaign because they promoted a cream that firmed the skin. They featured six â€Å"real† women cheerfully posing in plain white underwear. The company wanted the ads to â€Å"change the way society views beauty† and â€Å"provoke discussion and debate about real beauty.† The next step in the campaign was particularly controversial. At a Dove leadership team offsite meeting, an effort was made to engage executives in the idea behind The â€Å"Campaign for Real Beauty† by filming their own daughters discussing their self-esteem challenges. Stage four of the Real Beauty campaign involved not an advertisement, but a film. The resulting digital film was known as â€Å"Evolution†. Given its unusual length, television was not an option, and in October 2006 the film was posted to YouTube and within three months, it had been viewed three million times. 3. How did Unilever organize to do product category management and brand management in unilever before 2000? What was the corresponding structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case? Answer : Before 2000, within a product category the firm often offered multiple brands, each led by a brand manager. In effect, each brand operated as a separate business, competing with its siblings as well as the products of other firms. A staff of brand assistants executed the policies of the brand manager. Each brand manager was charged with the responsibilities of a general manager in relation to the brand, including design of strategy, delivery of profit targets, and power over many of day-to-day marketing decisions such as advertising and target promotions that were needed to achieve profitability. In 2000, Unilever began to split responsibilty for a brand between two groups, one charged with development of the brand and the other charged with building the brands in specific markets. Brand Development was centralized and global in scope. Brand Building was decentralized according to the major geographic regions in which Unilever operated. Before 2000, brand meaning controlled by Brand Manager, but at the time of case brand meaning idea is created by Brand Development but bringing to life by Brand Building. 4. Spend a little time searching blogs, using Google search, and any social media, to get a sense of what people saying about Dove today. What does this discussion contribute to the meaning of the brand? Facebook Dove Indonesia have 23.027.326 Fans Followers Dove Indonesia : 19.4K Yes, people is feel the real beauty of themselves by using Dove. Dove makes the Real Beauty. Recommendation In the Future dove must be have line extension product such as cosmetic product, to enlarge their category product, but must have same positioning with their campaign â€Å" For Real Beauty† The position must be stand for a point of view Dove can enlarge their business to retail shop (cosmetic shop) to sell all dove product and communicated their brand. To organize Brand Management, Dove under Unilever must maintain split responsibility between Brand Manager and Brand Development.

Surgical placement in a local hospital

Surgical placement in a local hospital This is a reflective essay based on my own experiences, whilst on my five week surgical placement in a local hospital. The aim of this essay is to explore the use of communication and interpersonal skills in clinical practice. I have chosen this particular incident as I spent a considerable amount of time communicating verbally and non verbally with this particular patient. To protect the identity and maintain confidentiality of the patient I have chosen to discuss, they shall be known as John. This is in accordance with the NMC code of professional conduct (NMC, 2008). To assist me in the process of reflection I am using Gibbs (1988) reflective model. This cycle provides a description of the event, feelings towards the outcome, an evaluation, analysis, conclusion and an action plan. Jasper (2003) suggests that reflection is one of the key ways we can learn from our experiences. There are numerous reasons why reflection is important to nurses. Through reflection we can learn more abo ut our role and the elements that limit our abilities; this allows the opportunity to improve the way we care (Ghaye Lillyman, 2001). John was a 74 year old man admitted onto the ward from the emergency department, two days previous to me starting my first late shift of that week. He had been suffering from retention of urine, and was in considerable pain. My mentor and I were informed during handover that we would be looking after John on this particular shift. We were asked to change the dressing on his right leg. It had become ulcerated due to suffering from a condition known as Peripheral Vascular Disease (Alexander, Fawcett Runciman, 2004). As a result of this disease the patient had undergone amputation of the left leg below the knee some years ago, resulting in him becoming immobilised and requiring the use of a wheelchair. It became clear during the handover that Johns behaviour had become very difficult over the last couple of days. The nurse in charge went on to describe the nature of his behaviour including; that he had thrown items across his room, was constantly pressing his nurse call button, was sho uting all day and he had also refused to have a wash and change his pyjamas. As we left the room where the handover had taken place, my mentor suggested that we should change Johns dressing now, but firstly we should get him washed and changed with my assistance. I knocked on his door and introduced myself as a student nurse. I proceeded to ask John for his consent in order for me to assist him in having a wash and change of clothing (NMC, 2008). John was sat on his bed and appeared to be quite tense. He looked up at me and shouted no, I want to see a doctor and I havent had a cigarette for two days. I explained that I was here to assist in changing the dressing on his leg and to help him to have a wash and change. I moved closer towards his bed and lowered myself to his eye level. I then began to engage in conversation with him by maintaining a soft tone of voice and asking him if he would like a cup of tea after we had finished. His body language softened and he looked up and smil ed, he said I would love one. I smiled back at John, I then repeated the question of assisting him with having a wash and change, whilst maintaining a relaxed posture and eye contact. John gave me his consent and I proceeded to assist him in maintaining his personal hygiene with respect and dignity (NMC, 2008). With Johns co-operation my mentor and I were then able to go on and change the dressing on his leg. Through this learning experience I encountered a combination of feelings towards the situation. From the initial handover, the staff nurse in charge did not paint a positive picture of John. I wondered why this particular patient was so aggressive and demanding and the staff described him as being difficult. I felt anxious, as this was my first placement as a first year student and I did not feel experienced enough to deal with the situation. During my encounter with John it became clear why he would feel so angry and frustrated. I noticed he didnt have a wheelchair in his room, and it became apparent that he was a smoker. He also hadnt been given any nicotine replacement therapy to help him cope with his withdrawal symptoms. When the full extent of Johns situation became clear to me, I felt immense frustration for him. According to the NMC Code of Professional Conduct (2008), nurses should treat patients with respect and maintain their dignity. With John not having a wheelchair, he was confined to his bed and therefore had lost his autonomy. The situation also made me very angry, reflecting back I feel I should have been more assertive and maybe questioned why Johns requests had been ignored by the staff. It was unfortunate that the professional staff had acted the way that they did; overlooking how angry and frustrated John had become and failing to act upon it. The nurses compassion and communication skills seemed to be very much lacking; not listening to his requests and showing no feeling towards him. This breakdown in communication in the nurse patient relationship with john, left him feeling frustrated and not in control of his own wellbeing (Garnham, 2001). At first, I could not see any good points in this situation; however looking back I can see that it did have its positive side, in as much as allowing me to examine myself and to search for my short fallings in relation to the incident. The incident has also given me the opportunity to link theory to practice. The way I communicated with John had a positive outcome for both of us in that his personal hygiene needs were met and I learnt that effective communication is essential in building a trusting bond between the patient and the nurse (Almond Yardley, 2009). The bad points of this experience were that I judged John based on the information I received during the initial handover without having met him first. This could have created a barrier between the patient and I. Accepting a patient as a unique individual and without judgment is very important in the communication process. I have learnt from this experience that as nurses we should respect a patients beliefs and values and we should not let our own beliefs and values affect our decision making in patient care (Rogers, 1957). I also feel that I should have been more assertive when it came to the way John was being treated by the staff. As a first year student I did not feel comfortable questioning the way a professional staff nurse carried out her nursing care. However, from this experience I will question bad practice in future, as the NMC (2008) states that I am personally accountable for my actions and omissions in my practice and that I must always be able to justify my decisions. According to Maxim Bryan (1995 cited in Briggs, 2006), Communication is the process of conveying information between two or more people. Communication is essential in building relationships with patients and gaining trust. In the NHS, the majority of the complaints brought against them were for poor communication from healthcare staff (Pincock, 2004). To highlight how important communication is in the nursing profession, the NMC identified it as being an essential skill and only if a student is competent in this skill can they then go on and register as a nurse (NMC, 2007). In order to communicate with John the situation required the use of interpersonal skills, known as non verbal and verbal communication. Non verbal communication is described by (Dougherty Lister, 2008 p.62) as being information transmitted without speaking. Johns body language indicated that he was tense and anxious, therefore approaching him with empathy ensured that he was being understood and that his participation in communication was valued (Peate Offredy, 2006). Given the history of Johns aggressive outbursts it was necessary to consider the proxemics in the situation. It is recommended that keeping within a distance of 4 to 12 feet away from a person is less intimidating for them (Egan, 2002). In order to engage in conversation with John, Egans (2002) acronym SOLER was used. This is a process of using body language to actively listen to a person. By sitting squarely towards John, having an open posture, leaning in towards him, maintaining eye contact and a relaxed posture, t his in turn encouraged him to relax and feel less intimidated, therefore able to talk more openly (Dougherty Lister, 2008). Verbal communication with John was enhanced by the use of facial expression and paraverbal communication. According to (Delaune Ladner, 2002, p195) Facial expressions give clues that support, contradict or disguise the verbal message, therefore the use of a smile when approaching John indicated warmth and friendliness. This was assisted further by the use of paracommunication; these are the cues that accompany verbal language. These include tone, pitch, speed and volume of the person speaking; therefore communicating with John using a soft tone of voice added further meaning to the spoken words (Delaune Ladner, 2002). The barriers in communication during this incident were Johns aggressiveness. This could have been due to the withdrawal from cigarettes, as according to Bruce (2008) irritability is a symptom of nicotine withdrawal. If a patient is unable to smoke in hospital then nicotine replacement therapy should be introduced and the patient should be treated like any other dependant. Bruce (2008) states that Withdrawal from nicotine needs to be recognised and treated appropriately in the acute hospital; it will often be the ward nurses who are relied upon to recognise the symptoms. These symptoms were overlooked by the staff and to add to his frustration he had no means of mobility in order to allow him to leave the ward for a cigarette. This may account for his outbursts of anger. Peplau (2004) suggests that when there is an obstacle or obstruction preventing a person from achieving their goals this may lead to frustration which in turn often leads to anger. Using Gibbss reflective cycle has assisted me in analysing the situation and to put things into perspective, recognising how I can put this learning experience to positive use in my future practice as a nursing professional. If this situation were to arise again I know I would now have the courage to question the nurses attitude at an earlier stage pointing out that bad practice by anyone is not acceptable. From this experience I have learnt that I need to be more assertive and if I feel the needs of a patient are not being met, my first consideration should be to protect the interests and safety of patients, in line with the NMC (2008) Code of Professional Conduct. This reflection has highlighted the need to increase my knowledge and understanding of the process of communicating with patients from different cultural backgrounds, I will address these issues by, listening and learning from the qualified staff and by reading relevant literature. In conclusion it can be seen that the nurse has a very important role in communicating with patients throughout their treatment. When a patient is admitted to hospital, assessments should be made based on the activities of daily living, (Roper, Logan Tierney, 2000). Johns assessment not only should have identified the level of care required, it should also have established his normal routine and the fact that he was a smoker and also required a wheelchair for mobility. If Johns needs had been assessed correctly the breakdown in the relationship between John and the professional staff could have been prevented. Overall, through this reflection I have learnt that communication is an essential skill that requires as much practice and consideration as any other aspect of nursing. References Alexander, M., Fawcett, N. Runciman. P, (1994) Nursing Practice Hospital and Home The Adult London: Churchill Livingstone. Almond, P. Yardley, J. (2009) An Introduction to Communication. Chapter 1 IN Childs, L., Coles, L., Marjoram, B. (Eds.) (2009) Essential Skills Clusters for Nurses Basingstoke: Palgrave Macmillan. Briggs, D. (2005) Communication and Interpersonal Skills in Nursing. Chapter 4 IN Peate, I. (2005) Compendium of Clinical Skills for Student Nurses London: John Wiley Sons Ltd. Bruce, G. (2008) Smoking Cessation in Hospital London: Nursing Times. [Online] last accessed 18th November 2009 at http://www.nursingtimes.net/nursing-practice-clinical-research/smoking-cessation-in-hospital/1646376.article. Delaune, S. Ladner, P. (2002) Fundamentals of Nursing: Standards Practice (2nd Edition) Albany: NY Thomson Delmar Learning. Dougherty, L. Lister, S. (2008) The Royal Marsden Manual of Clinical Nursing Procedures (7th Edition) Oxford: Blackwell Publishing. Egan, G. (2002) The Skilled Helper: A problem management approach to helping (7th Edition) California: Brooks / Cole. Garnham, P. (2001) Understanding and dealing with anger, aggression Nursing Standard Vol. 16, No. 6, pp 37-42. Ghaye, T. Lillyman, S. (2001) Reflection: Principles and Practice for Healthcare Professionals. Wiltshire: Mark Allen Publishing ltd. Gibbs, G. (1988) Learning by Doing: A Guide to Learning and Teaching Methods Oxford: Further Education Unit, Oxford Polytechnic. Jasper, M. (2003) Foundations in Nursing and Health Care: Beginning Reflective Practice Oxford: Nelson Thornes. Nursing and Midwifery Council (NMC) (2007) Essential Skills Cluster for Pre- Registration Nursing Programmes. Annex 2 to NMC Circular 07/2007, [Online] Last accessed 1st December 2009 at http://www.nmc-uk.org/aFrameDisplay.aspx?DocumentID=2690. Nursing and Midwifery Council (NMC) (2008) The NMC Code of Professional Conduct: Standards for Conduct, Performance and Ethics London: NMC. Peate, I. Offredy, M. (2006) Becoming a Nurse in the 21st Century Chichester: John Wiley Sons Ltd. Peplau, H.E. (2004) Interpersonal Relations in Nursing New York: Springer Publishing Company. Pincock, S. (2004) Poor communication lies at the heart of NHS complaints, says ombudsman British Medical Journal January Vol. 328, No. 7430, p10. Rogers, C. R. (1957) The Necessary and Sufficient Conditions of Theraputic Personality Change Journal of Consulting and Clinical Psychology Vol. 60, No. 6, pp 827-832. Roper, N., Logan, W. Tierney, A. J. (2000) The Roper Logan and Tierney Model of Nursing London: Churchill Livingstone.

Flowers for Algernon :: essays research papers

Medical operations are carried out everyday, but for some, an operation can change a person's life. One experiment was done on a mentally retarded person to try to raise his intelligence. The experiment worked, but after months, the patient regressed dramatically. In the book, Flowers for Algernon,this intelligence operation was preformed, and the patient was Charlie Gordon. After the operation, Charlie was very bright, but experienced psychological traumas, loneliness, disillusionment, and social inadequacies. After his operation, he remembered every aspect of his childhood, whether it was good or bad. Charlie had dreams of how his mother was ashamed of him. Charlie's sister also ignored him. To her, Charlie was dumb and could not do anything. Charlie had dreams of his sister yelling at him and making fun of him. He also had memories of the night his parents took him to the Warren Home. He was terrified and his dad would never answer his questions. Charlie remembered his childhood and through his memories, he felt guilty for hurting his family. In the bakery he used to have friends. Friends that would talk to him and care about him. Charlie then realized that he had no friends but merely knew people that made fun of him. The bakery employees just liked him because they could blame their mistakes on Charlie. Then, they could not do this after the operation, so they all turned against Charlie. Charlie felt like an lab specimen. Charlie had lost his friends and knew now he was just a like a lab rat. veryday Charlie lost a piece of himself. He would become mad at people very quickly and then yell at them. People stayed away from him because he was becoming unpredictable. Charlie lost his job because he was to smart to work in a bakery. He could not interact with people he worked with and the people he met. The "Charlie" inside of himself emerged and started to regain control of his mind. All in all, Charlie suffered from the pain of not knowing how to d eal with his peers and decisions.

Religious Beliefs and Practices In A New Era Essay

Assess the view that religious beliefs and practices are changing to reflect a new era of diversity and choice. Current religious beliefs and practices are very different in Britain from 100 years ago. No longer do the masses attend the established church, attendance is down to 6% of the population and the 2001 Census identified 170 distinct religions in Britain. 72% claim to be Christian but less than half of the population believe in God and only 18% claim to be a practicing member of an organised religion. Clearly today’s patterns are very different from those of the past. How then to explain them? There are two fields of thought here. Secularists take the simple opinion: lack of attendance and reduction of belief means a lack of interest and a decline in interest and influence of religion. However, opponents of secularisation claim it is not as simple as that. Society itself has changed dramatically in recent years but that does not mean a decline in society, just a change. Religion, therefore, can not be expected to stagnate in a changing society but must also change with the times. Religion then must met the needs of a late modern or postmodern society which offer levels of diversity and choice which have not existed before and can not do this by behaving as it did in a modern or pre-industrial society. Grace Davie is a proponent of this point of view. For her, religion has simply become more privatised, that is: it is now a private matter of personal preference. This is more appropriate for a society which emphasises individualism and simply echoes what is happening in other institutions in society: the family, for example, is no longer a simple traditional nuclear family, other groupings are now widely accepted. People are then free to decide whether they wish to attend church, worship on their own or even use modern technologies to help them worship, whereas in the past the norm was to attend church and people felt obliged to do so. Davie describes this new pattern as believing without belonging and believes it is a new form of religion. As evidence of this, she points to wider attendance or reliance on religion in times of crisis. People are content to practice vicarious religion where a small number of professional clergy practise religion on behalf of a much larger number of p eople until times of national or personal tragedy. However, if Davies is correct then this would mean high levels of belief and low attendance which Voas and Crockett point out is not the case. Bruce argues that if people are not willing to get involved then their belief must not be sincere or strong so Davie’s defence is unrealistic. Hervieu-Leger points to an increase in individualism and a decline of tradition in society, ideas associated with late modernity, as reasons for a decline in institutional religion. Parents are reluctant to tell their children what to believe so traditional ideas can not be passed down, what Hervieu-Leger calls cultural amnesia. Churches can not be authoritarian and impose beliefs. This leaves people without a fixed religious identity or knowledge of traditional beliefs and thus they are forced to choose or create new religious beliefs and practices for themselves, whereas their ancestors simply repeated patterns of their forebearers. Fortunately having to select one’s own religion is not too demanding for people living in a postmodern society as one of its defining characteristics is consumerism, where we construct our identities through what we consume. H-L describes us now as ‘spiritual shoppers’: without a traditional fixed identity, we must select our own and we do this to best suit ourselves, choosing the beliefs which give most meaning to our lives and suit our interests and aspirations – an individualised religion. Thus instead of merely going to the church our parents went to, today we can take our own personal journey and this explains the wide range of organisations we can join from church to sect to cult. Some H-L describes as pilgrims focusing on self-discovery who join NAMs that concentrate on personal development and others are converts who want a religious group which offers a strong sense of belonging, to re-create a sense of community. Lyon, a postmodernist, supports the idea that traditional religion is giving way to a variety of new religious beliefs and practices because we are living in a postmodern society. In this society globalisation, the increased importance of the media and communications and the growth of consumerism all create a new era of diversity and choice in all aspects of life. Lyon demonstrates how these have affected religion. We are now exposed to a wider range of religious ideas than ever before and these have become ‘disembedded’ from their original local contexts so we can now adapt ideas and beliefs to suit our own purposes. Much new religious belief is simply a watered down version of Eastern religions, adapted to suit Western tastes. Practice of worship is also different because it is no longer necessary to attend a local church. Instead the ‘electronic church’ on the internet and televangelism allow us to stay at home. However, if it is difficult to get convincing statistics of how many people attend church and what effect this has on them, it is even more difficult to research the numbers involved in and the influence of this new form of worship. The very diversity of religions on offer forces a change in religious belief. People become sceptical that any one religion can offer the truth and are, therefore, willing to ‘sample’ any of the new NRMs on offer. Again this is a reflection of postmodern society where we no longer trust in any kind of expert, and have rejected ‘meta-narratives’ which seek to explain the world. This can even be seen in politics where the old certainties of left and right politics have been reduced to the centre ground – one could argue here that their beliefs have also become less strict. This means that new ideas will continue to flourish as we become increasingly disenchanted with the world.

marketing ch.5 Essays

marketing ch.5 Essays marketing ch.5 Paper marketing ch.5 Paper Essay Topic: Literature false When analyzing the immediate environment and the macroenvironment, marketers must be careful to keep the firm at the center of all analyses. ⠐ £ ⠐ £ false In the immediate environment, the competition has no effect on consumers. ⠐ £ false Demographics are transmitted by words, literature, and institutions from generation to generation. ⠐ £ false As the euro becomes more expensive relative to the dollar, Americans are likely to purchase more European wines. ⠐ £ ⠐ £ false Macroenvironmental factors include the company, competition, and corporate partners. ⠐ £ false The global spread of technology has eliminated all differences between cultures. ⠐ £ ⠐ £ false Tweens rarely use any type of technology. false he members of Generation X are also referred to as Digital Natives. ⠐ £ ⠐ £ false One of the social trends discussed in the text that is shaping consumer values in the U.S. and around the world is a concern about the vast disparity in income. ⠐ £ ⠐ £ false Burger King no longer uses SpongeBob SquarePants to promote burgers and fries because the character is no longer popular with young children. ⠐ £ false Socially responsible marketing is defined as a strategic effort by firms to supply customers with environmentally friendly merchandise. ⠐ £ ⠐ £ false Inflation refers to the cost of borrowing money. ⠐ £ identify potential opportunities By paying close attention to customer needs and continuously monitoring the environment in which it operates, a good marketer can ⠐ £ ⠐ £ identify potential opportunties As a retail clothing store manager, Randy frequently asks his staff what customers are saying and what they are asking for. He also attends the quarterly clothing show at the regional merchandise mart. Randys efforts will likely help him to ⠐ £ ⠐ £ all of these The factors in the immediate marketing environment include the actions of the ⠐ £ ⠐ £ consumers The centerpiece of the Marketing Environment Analysis Framework is ⠐ £ competition A firms macroenvironment includes all of the following EXCEPT ⠐ £ ⠐ £ the consumer the center of all marketing efforts is ⠐ £ ⠐ £ her target customers As director of a small art gallery, one of Fredericas major concerns is the preferences of the people who buy her artists work. Frederica recognizes that the center of her marketing efforts is ⠐ £ ⠐ £ to offer greater value than competitors offer. One of the goals of value-based marketing is ⠐ £ ⠐ £ from a customers point of view. Ryan knows that one of the goals of value-based marketing is to provide greater value to consumers than competitors offer. To accomplish this goal, Ryans firm must look at everything it does ⠐ £ ⠐ £ needs, wants, and ability to purchase Yvonne knows her firm must look at everything they do from a consumers point of view. One major difficulty is that a consumers __________ change(s) over time. ⠐ £ ⠐ £ This generation puts a strong emphasis on work/life balance and are experts at using various media forms. Select the statement that best describes the key traits of Generation Y. ⠐ £ Time-poor society When an office supply store offers self-check-out, extended hours at its stores, and online shopping with next day delivery, it is trying to address what type of concern? ⠐ £ privacy. When you register your telephone number with the Do Not Call Registry, you are responding to a need for⠐ £ ⠐ £ the firm itself In the immediate marketing environment, one key factor that affects the consumer is ⠐ £ match their core competencies. Successful firms focus their efforts on satisfying customer needs that ⠐ £ match its core compenetencies The Mayo Clinic in Minnesota is known for top-quality medical care. For decades, even presidents and dictators from around the world flew to the Mayo Clinic to utilize its services. The Mayo Clinic used its reputation to create additional medical facilities in Jacksonville, Florida, and elsewhere. This is an example of a firm focusing its efforts on satisfying customer needs that ⠐ £ all of these When evaluating competitors, marketers need to assess competitors ⠐ £ likely reaction to Yuris promotional activities. Yuri is considering a new promotional campaign in which he will compare his products to those of his competitors. Before initiating the promotional campaign, Yuri will likely assess his competitors strengths, weaknesses, and ⠐ £ ⠐ £ corporate partners The firms that work along with the focal firm to provide goods and services to consumers are viewed as⠐ £ ⠐ £ corporate partners Firms that provide materials, transportation, advertising, accounting, and other goods and services, helping a firm create value for its customers, are called ⠐ £ ⠐ £ external The difference between a firms immediate marketing environment and its macroenvironment is that the macroenvironment is ⠐ £ ⠐ £ culture The shared meanings, beliefs, morals, values, and customs of a group of people constitute their ⠐ £ regional culture Political candidates are notorious for appealing to the different beliefs and values of groups of potential voters in different areas of the country. These politicians are appealing to differences in ⠐ £ ⠐ £ culture Insight Guides, a line of travel books, provides travelers with background information about the peoples beliefs, values, and customs. Insights books educate travelers about a countrys ⠐ £ ⠐ £ can help to identify a particular group that might be interested in the marketers products. When studying culture, the challenge for marketers is to determine whether culture all of these Marketers have learned that culture influences __________ consumers buy. ⠐ £ ⠐ £ country culture Late in the day on September 11, 2001, the day of the World Trade Center attacks, Americans purchased all the American flags Walmart stores had available, nationwide. These purchases were indicative of can be used as a relevant identifier for a particular target group. he United States has often been called the melting pot society, integrating people from many different cultures into the social fabric of the country. The challenge for marketers is to determine whether a groups culture ⠐ £ ⠐ £ all of these identifiable elements of a countrys culture include ⠐ £ ⠐ £ language When considering the use of a radio commercial in England that was designed for U.S. markets, a marketer would likely need to consider which of the following aspects of culture that might be different between the two countries? ⠐ £ regional culture In New England foot-long sandwiches are called grinders while in many other parts of the country they are called subs. This is an example of the impact of ⠐ £ ⠐ £ reduce regional cultural differences. the shift of population from the Rust Belt in the North to the Sun Belt in the South and Southwest will likely ⠐ £ ⠐ £ all of these Typical demographic data include ⠐ £ ⠐ £ demographics When marketers look at advertising media they often begin with viewer or listener profiles such as age, income, gender, and race. They then compare the media profile with their target audience. These marketers are using __________ to see if the media fit with their advertising agenda. ⠐ £ ⠐ £ purchase behavior Generational cohorts are groups of people of the same generation who have similar __________ because they have shared experiences and are in the same stage of life. ⠐ £ ⠐ £ demographic data indicating that Monday Night Football attracts male viewers and the Academy Awards attracts female viewers. Viewers of the baseball World Series are likely to see ads for beer and cars, and viewers of the Academy Awards broadcast (the Oscars) are likely to see ads for clothing and hair care products, due to ⠐ £ baby boomers From a marketing perspective, what separates __________ from the generation before them is that they are individualistic, value leisure time as a high priority, and are trying to maintain their youth. ⠐ £ generation x Marketers selling to the __________ generational cohort need to recognize that these consumers are not too interested in shopping, are cynical, and are less likely to believe advertising claims than the generation(s) before them. ⠐ £ ⠐ £ generation x Julie is an experienced shopper. She has been doing the familys weekly shopping since she was twelve. She is not very interested in status items, and questions advertising claims. Julie is most likely to be in the __________ generational cohort. ⠐ £ ⠐ £ generation x The __________ generational cohort is characterized by the question, Why shop at Neiman Marcus when Kohls and Target are just as good, cheaper, and more convenient? ⠐ £ ⠐ £ generation y Tweens are part of which generational cohort? ⠐ £ greenwashing ABC Company knew that its customers were interested in environmentally friendly business practices, so it began marking all of their products as environmentally friendly because they were made with all natural ingredients, even though ABCs plant was one of the worst polluters in town. The new term for this practice is ⠐ £ income in the United States has become more unevenly distributed. When considering income as a demographic variable affecting marketing efforts, marketers need to recognize that ⠐ £ ⠐ £ creates opportunities to provide value to each group. Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups value ince the late 1970s, most American families have seen their income growth stagnate, with income rising only slightly more than inflation. This has changed many Americans consumers concept of ⠐ £ ⠐ £ useful predictions of purchase behavior. for some products, marketers can combine education level with other data like occupation and income to obtain ⠐ £ ⠐ £ spend their disposable income differently. Marketers know that, compared to high school graduates who are working full time, college students ⠐ £ have been blurred in the past several years. gender roles they speak different languages and come from different cultures. Marketers should not assume that they can target all Asian consumers in the United States with one strategy because approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups. Marketers in the United States are paying increasing attention to ethnic groups because ⠐ £ New York, Los Angeles, and Chicago. Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in⠐ £ the fastest growing minority population. Though Asian Americans comprise only 3 percent of the U.S. population, they represent ⠐ £ green marketing strategic efforts to supply consumers with environmentally friendly merchandise are called ⠐ £ more green-consumer conscious. Compared to consumers in the United States, Europeans are ⠐ £ ⠐ £ add value that other products do not have. By offering environmentally responsible products, green marketers ⠐ £ ⠐ £ value contributing to a greener environment. Many American consumers are purchasing hybrid automobiles even though they are more expensive and sometimes less fuel efficient when compared to compact conventional autos. These consumers ⠐ £ Honest telemarketers found it easier to reach customers. he U.S. Federal Trade Commission created the Do Not Call Registry to curb problems with unwanted telephone solicitations. Which of the following was NOT one of the results? ⠐ £ his lack of privacy. Recently, Jason, one of the few Americans who has not registered with the Do Not Call Registry, received a call from a marketer suggesting Jason needed additional insurance since he had just become a father and changed jobs. Jason was shocked and very concerned about ⠐ £ grab consumers attention. The many demands on consumers today have made it more difficult for marketers to ⠐ £ ⠐ £ all of these The reality that marketers face consumers who are time poor is illustrated by the fact that ⠐ £ ⠐ £ making their products available whenever and wherever consumers want them. Because Americans are working longer hours without increases in real, disposable income, and are utilizing an army of communication devices to keep up with the demands in their personal and work lives, retailers are ⠐ £ ⠐ £ the time-poor society. David travels a great deal in the course of his business. He has noticed ads in many new places, including fortune cookies, baggage claim conveyor belts, on the sides of buses, etc. Marketers would like to reach David, and are responding to concerns about ⠐ £ ⠐ £ advertising their products heavily on daytime television. Gretchen has a job that requires working late several nights a week. This puts a lot of strain on her to find time to shop and prepare meals for her family. Grocery stores recognize the importance of consumers like Gretchen and have responded in all of the following ways except ⠐ £ meet inventory needs. A recent advance in technology called RFID makes it easier for manufacturers, distributors, and retailers to track items through production, distribution, and sales. This advance helps the firm to ⠐ £ ⠐ £ age When marketers monitor the economic situation affecting their target markets, they are likely to monitor changes in all of the following EXCEPT ⠐ £ Mexican products became more expensive while U.S.-made products became comparatively less expensive. In the early 1990s, the inflation rate in Mexico was twice the rate in the United States, but the Mexican monetary authorities kept the peso/dollar exchange rate almost constant. For Mexican consumers ⠐ £ ⠐ £ more Canadian visitors. Every winter, resort managers in Myrtle Beach, South Carolina, check the exchange rate between the U.S. dollar and the Canadian dollar. In recent years, the exchange has changed from approximately $0.65 Canadian dollars per U.S. dollar, to approximately equal value of both currencies (i.e., $1 Canadian is worth about the same as $1 U.S.). These resort managers should expect ⠐ £ ⠐ £ increased choices. Laws that prohibit the formation of monopolies or alliances that would damage a competitive marketplace benefit consumers through ⠐ £ ⠐ £ generation z Which of the following groups has never lived without easy access to the Internet and other digital technologies? ⠐ £ ⠐ £ culture Which of these is a macroenvironmental factor? ⠐ £ ⠐ £ green marketing Kimberly-Clark recently introduced rolls of toilet paper without the cardboard core. What social trend does this product respond to? ⠐ £ ⠐ £ generation z The members of the __________ generational cohort tend to share preferences for TV shows and video games with their parents. ⠐ £ generation z the members of the __________ generational cohort were born into a world where the Internet and extensive digital technologies already existed. ⠐ £ creating an advertising campaign to target elementary school children. If McDonalds wanted to change its marketing strategy in response to the social trends outlined in the text, it might consider all of the following ideas EXCEPT ⠐ £ wireless payments from mobile devices. Suppose that you are the vice president of marketing for Target, the large retail store chain. You want to keep your website and in-store services current with technological advances. You would be experimenting with the next expected development in mobile technology, which is ⠐ £ ⠐ £ greenwashing Some companies have been accused of taking advantage of the current social trend of green marketing, positioning their products as environmentally friendly when this may not actually be the case. This is called ⠐ £ ⠐ £ yoga Part of the social trend toward health and wellness is a concern about the increasing degree of obesity in the United States. In addition, trend-watchers are noting the increasing popularity of ⠐ £ legislation and laws The political/regulatory environment comprises political parties, governmental organizations and ⠐ £ ⠐ £ baby boomer baby boomer gen y Which generation is also known as Millennials? ⠐ £ The first generation of latchkey children. Generation X is is known for which of the following characteristics? ⠐ £ $5,800 the poorest 10 percent of the U.S. population earned an average of _______ in 2010. ⠐ £ African American U.S. households are more affluent than previous studies suggested. Which statement about the changing diversity in the United States is TRUE? ⠐ £ privacy concerns Which social trend would lead you to purchase a protection plan against identity theft? ⠐ £ ⠐ £