Existential Humanistic Paradigm Of Personality - 1845 Words

Article Summaries Paper Alyssa Edwards Lindenwood University-Belleville Introduction I am most interested in the existential-humanistic paradigm of personality in this stage of my counseling education. An Introduction to Theories of Personality (Olson Hergenhahn, 2011) labeled part seven as the existential-humanistic paradigm, joining the two together, so I decided to join them in my paper as well. I chose two articles with focus in existential therapy and one which focused on humanistic therapy. The reason I wanted to research this particular paradigm is because I find that many of my counseling-related beliefs fall within the humanistic frame of personality theory. I also find the theorists included in this paradigm (Kelly, Rogers, Maslow, and May) to be significantly fascinating in my studies. I also chose to research existential theory because I am curious to know more about this theory in the current field in addition to my current knowledge in humanistic theory. Existential Authenticity: A Foundational Value for Counseling by Russel D. Miars In this article, Miars (2002) discusses that the use and adoption of an existential perspective in the counseling field is often viewed as â€Å"inapplicable or a luxury for most clients (p 218).† One purpose of this particular work is to challenge three main misconceptions about the existential perspective; First, an existential perspective in counseling is often viewed as a luxury that is generally relevant to theShow MoreRelatedSnapshot1702 Words   |  7 Pagesbehaviorism as an overarching model in psychology, however, gave way to a new dominant paradigm: cognitive approaches. Humanism and existentialism Humanistic psychology was developed in the 1950s in reaction to both behaviorism and psychoanalysis. By using phenomenology, intersubjectivity and first-person categories, the humanistic approach seeks to glimpse the whole person--not just the fragmented parts of the personality or cognitive functioning. Humanism focuses on uniquely human issues and fundamentalRead MoreObject Relations Theory : A Theory Of Relationships1310 Words   |  6 Pagesstructures that have separate, but interrelated functions that play an essential role in personality development and along with the superego (Turner, 1996). How change takes place: Change takes place through ego sustaining techniques and ego modifying techniques. How problems are viewed: The problem associated with this theory is described when defense mechanisms begin as reflexes in which may change one s personality and ways of coping. Issues of diversity: this theory is universal when it comes toRead MoreMy Own Beliefs And Values1808 Word s   |  8 Pagesbeliefs and values through which I see the world around me, I have come to a better understanding of the theory and the theoretical paradigm that best fits my personality and views. Though I identify with different aspects of several of the theories we have covered, I feel most drawn to the Humanistic-Existential paradigm and believe that an integration of Existential, Person-Centered, and Gestalt therapy through the theoretical orientation of Emotion-Focused therapy by Leslie Greenberg best suitesRead MorePros And Cons Of Adult Learning1859 Words   |  8 Pagesto your behaviourism article. Technical Paradigm, also known as the â€Å"be true/accurate theory†. Pros: it allows educators to act in a more effective way, where they would become more efficient at assessing their needs and it enables them to control the learning process in order to achieve a targeted outcome. Cons: it is restrictive and since it focuses on efficient control, it can cause adult educators to overlook moral and ethical questions. Critical Paradigm also known as the â€Å"power theory†. Pros:Read MoreTheory of Caring Science1515 Words   |  7 Pagescarative factors are made up of 10 elements: (a) humanistic-altruistic system of value, (b) faith-hope, (c) sensitivity to self and others, (d) helping-trusting, human care relationship, (e) expressing positive and negative feelings, (f) creative problem-solving caring process, (g) transpersonal teaching-learning, (h) supportive, protective, and/or corrective mental, physical, societal, and spiritual environment, (i) human needs assistance, and (j) existential-phenomenological-spiritual forces (Watson,Read MoreIncorporating the Metaparadigm of Nursing with the Theory of Caring1475 Words   |  6 PagesI. Introduction The purpose of this paper is to present a personal belief about the metaparadigm of nursing and to incorporate it into that of Jean Watson’s Theory of Human Caring. II. Personal Belief on the Paradigm Every person’s needs must be recognized, respected, and filled if he or she must attain wholeness. The environment must attuned to that wholeness for healing to occur. Healing must be total or holistic if health must be restored or maintained. And a nurse-patient relationshipRead Moreï‚ § Critically Evaluate Core Transactional Analysis (T.a) Concepts and Practice4276 Words   |  18 Pagesfirst part of this essay starts by outlining the key concepts of T.A.; its assumptions, theory of personality and ego-states, transactions, strokes, games and the Karpman Drama Triangle, life scripts and existential life positions. It then goes onto critically evaluate core T.A. concepts and practice from the perspective of Humanistic, Cultural, Integrative and Behavioural approaches. T.A. is a Humanistic psychotherapeutic approach formulated in the 1950s by Canadian psychiatrist Eric Berne who initiallyRead MoreNursing Theorists1685 Words   |  7 PagesConcepts a. Person * An individual; a developing organism who tries to reduce anxiety caused by needs * Lives in instable equilibrium a. Environment * Not defined b. Health * Implies forward movement of the personality and human processes toward creative, constructive, productive, personal, and community living c. Nursing * A significant, therapeutic, interpersonal process that functions cooperatively with others to make health possible * InvolvesRead MorePost-Traumatic Stress Disorder Essay2351 Words   |  10 Pagessuffer diverse physical pain, and/or suffer constant fatigue (APA, n.d., paras6-7). In addition, one may acquire destructive or impulsive behavior, feel they are permanently damaged, suffer a loss of previously held beliefs, and/or have a change in personality (APA, 2000, p.465). Next, there are two major psychological theories regarding PTSD. The first discussed is the cognitive perspective. It is a challenge to the cognitive theory, since cognitive models view anxiety a being caused by an immediateRead MorePersonality Theory Bandura Carl Rogers3322 Words   |  14 PagesRunning head: Albert Bandura Carl Rogers Compare and Contrast Social Cognitive and Humanistic Theories of Personality to the case study entitled Myesha Course: PSCY3017 Personality Theory II Personality is an intriguing component in psychology vital for the perception of human beings. Understanding and defining personality has proven to be a difficult task. It is so complex, in fact, that no single theory can adequately define it. If one was to ask an ordinary

Advantages Of Giving Phones For Children - 1285 Words

Advantages of Giving Phones to Children In this essay, I would like to point out the benefits of letting a child have a cell phone when he/she is in elementary and in high school. Advantages to giving your child a phone would be for emergencies, parental contact, and academic help. There are also many disadvantages to letting kids have a cell phone and I would like to point out a few. They are a distraction in school, they can cheat in test and other assignments in school and they can use it in social media in an inappropriate behavior. It is very important to weigh both sides and consider if a phone is the best decision for the child. I think the advantages outweigh the disadvantages and kids should have a phone. Allowing the child to have a cell phone is the best decision because, â€Å"cell phones are inevitable in today’s world†, according to the Putnam County High School Informational Article. When an emergency happens, the child will be able to let the parent know by calling them and telling them what happen. For small emergencies like missing the bus in the morning, the child can call their parents and let them know they missed the bus. Other more serious emergency, for example when they hurt themselves ridding their bikes, getting a flat tire, or their car breaking down, if they have their personal phones they can call a reliable source and get help from them. Many phones contain apps that can give the child a vast amount of very useful information.Show MoreRelatedHow Technology Has Changed Our Society848 Words   |  4 Pagesbasis. Children utilize computers, cell phones, and television to their learning advantage. The way children are developing is very different than children of past generations because of the new technology they are growing up with (Taylor). 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Most teensRead MorePersuade a Family Member That the World Today Is Better Than 50 Years Ago911 Words   |  4 PagesCell Phones and Tablets entered in people’s lives to facilitate their work, and for bringing an extra comfort to their living. Because of these devices and software programs supported by them, it is possible to access information anytime and anywhere, in every corner of the world. Moreover, it will be unforgiving, not to mention about opportunities of Online Banking, which is giving not only the possibility to manage account balance at the distance, from a personal computer or smart phone, butRead MoreEffects of Gadgets on Students672 Words   |  3 Pagesfound children as young as two years old are playing with an electronic devices and gadg ets anywhere. That is not only the video games that make the children stay, it is also includes television, mobile phones and smart phone application, computers, tablet computers, PSP games and etc. Children tend to be active consumers, many electronic products and gadgets’ commercial have been targeted to young children market. Parent may find it easier to make their children stay in one place by giving them aRead MoreCell Phones for Young People Useful or Distracting?1031 Words   |  5 Pages There has always been controversy as to whether texting and cell phone use can cause young people to be less likely to be able to concentrate and focus. As young citizens we have the right to be able to own a cell phone and not be criticized using it for educational reasons. Phones give you access to the internet, teach responsibility, and is an emergency access to contact parents; however it can cause cheating in class room areas by sharing answers, it can distract people from d oing work in classRead MoreAre Cell Phones Hurting Our Ability? Communicate With Others?1745 Words   |  7 PagesImagine being forced to go without your phone for a week and losing the ability to conveniently text your friends, check what’s going on Twitter, and scroll down your Instagram feed. In modern society, our lives have become utterly dependent on technology and social media to where if we spend even a few hours without our phone we feel incomplete. It seems everywhere we go, we encounter people walking around aimlessly while looking down at their phones rather than engaging with the actual world aroundRead MoreYoung And Amateur Teen Drivers1698 Words   |  7 Pagesor distracted to useless things during driving. In fact, Almost 60% of total teen crashes amount to distractions like peer passengers and mobile phones (AAAfoundation, 2014, as cited in Lowy, 2015). This expresses into reluctant attitude of adolescents to simple essential rules such as seat belt use, correct posture of driver, prohibition of mobile phone usage and restrictions to loud music. Teen drivers do not realize how crucial and outrageous their way of driving could be and what consequencesRead MoreDisadvantages and Advantages of Handphone1563 Words   |  7 PagesHandphone also known as mobile phone or cell phone or smart phone, and is an electronic device used for mobile telecommunications (mobile telephony, text messaging or data transmission) over a cellular network of specialized base stations known as cell sites. Martin Cooper invented the handphone. He is a Motorola researcher and executive. Martin made the first call on a handheld mobile phone on April 3, 1973. Cells for handphone base stations were invented in 1947 by Bell Labs engineers. HandphonesRead MoreThe Importance Of Technology892 Words   |  4 PagesToday, people open their phone more than they open a book. Technology gives us an opportunity to connect with people whom we are unable to meet daily. In our current culture technology and the media affect every part of life. The advancements in technology over the last century have changed the world. Technology improves the efficiency of education, medicine, transportation, entertainment, business, and lifestyle. Every part of our daily life is related to technology in one or other way. It has madeRead MoreCell Phones In School Essay760 Words   |  4 PagesMany teachers believe that cell phones don’t belong in a classroom because there are several disadvantages. An example maybe a student who uses a cell phone in class has no intension in listening or paying attention to the teacher. This student has a short attention span who cares about socializing more than his/her education. Cell phones can be very disruptive; they can invade people’s privacy and can also be used as harassment or bullying. The usage of cell phones is creating a huge problem particularly

A critical analysis of an event contemporary issue Free Essays

string(93) " can understand the biggest ROI from branding and by retaining and increasing new customers\." Abstract This paper provides an exploration of branding as interrelated to event management and experiential marketing. Different concepts and ideas are investigated in order to provide a relevant understanding of how adequate branding initiatives can impact future event management decisions. The relationship between brands and customers is emphasised throughout the paper in an attempt to focus on the importance of creating a personalised brand experience to different individuals. We will write a custom essay sample on A critical analysis of an event contemporary issue or any similar topic only for you Order Now Therefore, the paper argues that branding is a fundamental element of ensuring proper event management activities in the contemporary business context. Introduction It has been indicated that brands serve different functions. At the most basic level, brands represent specific markers for the offerings provided by companies. For consumers, brands are associated with simplification of choice, reducing risk and guaranteeing a high quality level. The process of making branding decisions and undertaking particular tasks is important part of events management (Caru and Cova 2007). Brand positioning provides a relevant direction for marketing activities and establishing competitive advantage. Research shows the close relationship between brands and customers. Brand relationship quality has emerged as multidimensional because it consists of different dimensions, including self-concept, commitment, interdependence, etc. (Kotler and Keller 2006). Branding has been linked with the importance of brand experience and experiential marketing. The objective of this paper is to explore the aspects of branding as linked to experiential marketing and how this impa cts future event management decisions. This paper will explore links between branding and experiential marketing from both academic and practical angles. It will also look at how these concepts affect future management decisions (Caru and Cova 2007). The main objective of this paper is to critically review the branding importance in event management and how it impacts event management’s core decisions, how branding adds value to event management by developing a strong brand identity and new methods of linking with contemporary markets and emerging audience needs (Keller and Lehmann 2006). It is important to explore what performance signs could increase its added value for event management. Furthermore, this study focuses on the specificity of event management in terms of investigating how different trends like branding, technology, social media and events can add value to event management and improve the components of event planning. The study also investigates the contribution of branding from the perspective of b rand management research (Kotler and Keller 2006). Strong branding strategy is an essential part of the overall business strategy, as currently many multi-national corporations and event organisers are facing different challenges of achieving a position to strengthen the brand. Specificity of Branding and Its Relevance to Event Management One of the meanings of branding is intangibility, which indicates that a brand is established on intangible relations and values, making brand performance hard to define and measure. There has not been a universal definition of brand management in the literature (Keller and Lehmann 2006). Brand management faces many challenges in the contemporary business world, as companies and consumers are experiencing more products and services. It has been suggested that a strong brand holds various associations and has the capability to shorten the consumer decision making process, reduces the company risk, and sets different expectations (Kotler and Keller 2006). Furthermore, it has been argued that branding plays the same role in event planning. It has been recommended that the power of a brand lies in what audiences have learned, experienced, observed, and listened about the brand as a result of their experiences through an event (Caru and Cova 2007). The strength of a brand mostly reflects in its perception by customers, and thus it is experiential in nature. Successful event management needs to understand how the brand strategy should be executed and communicated with event audiences and how audiences respond to it. Event management companies are expected to recognise the strength of branding and how it can connect with audiences. For instance, if organisations offer a valuable brand experience to customers, they will achieve a substantial competitive advantage. Businesses choose to take part to organise an event for various reasons (Crowther 2010). Small companies may want to experience what live branding can provide. Many large and multi-national corporations prefer face-to-face interaction through different events to receive a quick response. Whether small or large, event companies generally participate for many reasons, for example to strengthen branding and event awareness, generating leads, connecting with future and exist ing audiences and educating event attendees etc. The main reason for companies to participate in an event is to launch or strengthen their brand (Keller and Lehmann 2006). Event management allows the company to grow and express its particular distinctiveness directly. Through event planning, companies normally select the perfect venue to share their ideas, thoughts, and name in the most appropriate for their purposes manner they want to show to people. Companies have been noted for their commitment to support various initiatives that popularise the brands they offer (LeSalle and Britton 2003). Many businesses decide to arrange events based on the branding opportunity offered by the event. The use of different host events is useful to create and showcase the brand of their business, as these could be charitable events or certain volunteering activities. Hosting events also allow different companies to direct the attention of their business and to attract potential audiences, which are considered more cost efficient (Kotler and Keller 2006). Organisations constantly enhance the features of their brands through the improved process of event management. As a result, their customer base grows on a regular basis. Another significant reason companies choose to arrange and participate in an event is to show their potential through brand features and enhancing different methods to improve event management and to recognise a target audience. The introduction of branding initiatives is important for companies to connect more personally with their customers (Crowther 2010). Branding may lead to extensive customer engagement, with a chance for positive personal interaction that establishes loyalty. Furthermore, event managers know that companies can understand the biggest ROI from branding and by retaining and increasing new customers. You read "A critical analysis of an event contemporary issue" in category "Essay examples" The main challenge for companies is to gain the attention of their customers accompanied by the disruption of daily work. At events, companies enjoy the chance to increase their brand awareness and revenue by introducing to their audience different types of products or services they may be interested in (Caru and Cova 2007). Branding provides organisations with an opportunity to focus on improving customers’ personal experience of the brand. Accurately planned and implemented branding can generat e a huge amount of revenue after the event has ended. In other words, companies increase the impact of their event by giving audience a reason to share their experience with products and services. Brand management frequently faces many challenges in a highly competitive environment (Keller and Lehmann 2006). In the contemporary unpredictable markets it is particularly important for event managers to monitor attendees’ needs and involvement. The brand is considered an intangible asset that strengthens the value by its strong connection with the associations, ethics and drivers of the audience. Consumers attend events for different reasons, including educational, informative, entertainment, etc. These reasons are influential and have benefits in their own ways (Crowther 2010). The information provided to individuals through branding is important to understand the nature and applicability of different brands. For instance, customers may differentiate the useful characteristics of a particular electrical appliance over another one in the market. If customers attend events for educational or awareness purposes, the branding information should be presented properly and considered the key component of an event. When a company hosts an event, it expects to gain adequate control over the e vent’s branding information and the audience it wants to draw in (Keller and Lehmann 2006). Being in this position provides the company with the authority to define how it wants to be portrayed and what type of audience it wants to attract. If companies are attentive about targeting their attendees, the ROI (Return on Investment) will be accomplished and the audience would show their interest in the company and their brand. However, this is not always the case because customer targeting initiatives may not be successful. Companies have access to an audience that is exposed to their brand and message at every turn. Furthermore, attendees enthusiastically prefer to contribute their skills and expertise in the programs and activities companies tend to provide during the course of the event (Caru and Cova 2007). Branding can be a powerful tool to generate a competitive advantage. A definition of brand culture indicates a focus on a company’s culture in which employees consider the importance of specific brand values (Keller and Lehmann 2006). The brand culture concept helps companies realise why this is so important. Brand cultures are considered important for event management. Branding also refers to aspects of pre dictable knowledge and thus expands the dimensions of brand culture (Crowther 2010). Unless they can experience products and services or encounter exceptional brand stories through events, individuals are generally determined to support the taken-for-granted option to understand the brand. In addition to the aspects of taken-for-granted knowledge, there are two motives for this stability. Psychological research suggests that branding culture is strong because individuals are cognitive (Keller and Lehmann 2006). Sociological research (Keller and Lehmann 2006) also suggests that branding cultures are strong and reliable because brand cultures are collective by including many people and being expressed in a variety of contexts (talk, product experiences, advertisements, etc.). However, there are drawbacks to these studies because branding culture is multidimensional. It cannot be simply perceived as cognitive or collective in nature. Branding normally manages events, brand images, and associations through different marketing networks. Therefore, individuals need to adopt a holistic approach to understand the dimensions of brand management (Kotler and Keller 2006). Importance of Branding and Experience Marketing A particular definition of experience marketing is the introduction of particular marketing activities that are customer-oriented and create a strong connection with customers. Based on this perspective, customer experiences arise from various aspects to include in-store interactions, communication patterns and packaging (Kotler and Keller 2006). Such experiences also take place as a result of both online and offline marketing activities. Experience marketing is viewed as a consistent and systematic approach to measuring the way in which customers feel about the brand (LaSalle and Britton 2003). Thus, the experience concept is quite different from other customer constructs in the field of marketing. Likewise, experience as part of experience marketing is different from motivational and affective factors, such as brand attachment and involvement (Kotler and Keller 2006). Brand attachment usually evokes persistent customer emotions, while involvement shows the perceived significance and personal relevance of a particular brand. Experience in this sense does not emerge as an emotional relationship concept. One of the essential concepts of experience marketing is experiential value that is closely linked with the idea of strengthening consumer bonds in organisations. Undoubtedly, an experience is found to have a much more persistent impact than an exposure to certain products and services offered by companies (Forlizzi and Ford 2000). In this way, the experience marketing concept directly appeals to customers in the sense of helping them feel what it is like to be a part of a particular organisation. Relationships between Brands and Customers Nonetheless, the relationship between brands and customers has been revolutionised to a certain degree. The new marketing era is that of experience marketing, which focuses on providing consumers with a brand experience that adds value to their lives (Caru and Cova 2007). It has been indicated that providing a real experience to individuals is an important part of persuading them about the quality of the offered products. It could be argued that there is nothing genuine about the connections between commercial organisations and customers, rather that they are a way of extracting as much money as possible from them. Experience marketing may provide adequate evidence that marketing practices have continuously evolved in the past several decades, shifting from the focus from products to building strong customer relationships and brands. It is important that positive experiences of customers become institutionalised within the respective marketing system in order to deliver the essence o f a certain brand (Keller and Lehmann 2006). This indicates that there is no gap between the promise presented with the brand and the consequent brand delivery to customers. Personal experiences enable individuals with a relevant opportunity to make informed purchasing decisions. Therefore, an adequate customer experience is more likely to produce high satisfaction in individuals who aim to purchase certain products or services (Caru and Cova 2007). Marketing communication has been identified as an essential aspect in contemporary business sectors. Marketing communication methods include advertising, direct and indirect mail, leaflets, altering the product packaging and sales promotion (Addis and Holbrook 2001). These activities are promoted alongside marketing sponsorship, public relations, and scientific, digital and live brand experiences. Research indicates that selected marketing channels are incorporated with other organisational tools to increase the impact of this strategy and more successfully achieve marketing communication core objectives (Kotler and Keller 2006). The experiential marketing approach is focused on a two-way incorporation in real-time, a live brand experience and thus a considerable deeper consumer relationship process (Prahalad and Ramaswamy 2004). Live brand experiences are typically apparent in the shape of live marketing events that permit the consumer to live, respire and experience or feel the brand through interactive transmitted connections and actions. The actions are typically designed to include value to target audiences in their own atmosphere, during their ordinary existence (Caru and Cova 2007). However, live brand experiences are basically existent in two-way branded experiences. They can be uniformly successful across many interactive scientific technologies and policies that assist marketing communication between customers and brands in real time. For example, consumers can contribute in live brand experiences on television where the TV shows substance is fluid, and they participate and add their contribution in actual time (Keller and Lehmann 2006). Creating a Live Brand Experience Similarly, a live brand experience can be stimulated online in a practical way in order to target more customers. Research shows that live brand experiences are seldom taken part in alone and the sophisticated marketing management tends to incorporate experiential marketing with other marketing tools and techniques to utilise a broad collection of marketing channels (Kotler and Keller 2006). Marketing departments in various multinational corporations prefer to utilise each marketing channel to accomplish different organisational goals and objectives (Maghnati et al. 2012). Advertising is frequently implemented in experiential marketing to achieve brand awareness program and to increase and sustain recognition of the brand or product within big markets. Advertising is normally effective at raising brand awareness; however, it is expensive to implement at a proper level (Schmitt 2010). When used on a larger level in experiential marketing, advertising can have a low cost per thousand (CPT), although generally it is a costly tool and can generally only be used to affect leading brands that can manage to run large advertising campaigns. Digital marketing or E-marketing is one of the fastest growing marketing channels in the current technological era. Consumers are linking with various brands online more than ever before, and E-marketing can also be cost-effective marketing channel for promoting brands online and generating sales and revenue via digital marketing (Maghnati et al. 2012). Viral marketing is also a rising marketing discipline, which is part of the digital range: an effective viral campaign uses a word-of-web to promote brand awareness. However, these marketing channels usually work together; at present, they are delivering successful marketing campaigns internationally for global brands and small businesses equally. Though brands and companies gain benefit from using these marketing channels, marketing departments are searching for new ways to operate and use these channels l in order to connect with their target audiences in a deeper way (Obonyo 2011). The basic idea is to build strong relationships that create brand loyalty and brand sponsorship. Additionally, experiential marketing may transform consumers from shoppers into dependable individuals who perceive the brand in certain terms, and share their personality and core marketing message or features to their families, friends, colleagues and local communities (Schmitt 2010). Experiential marketing is method way of identifying, recognizing and satisfying customer demands or needs and ambitions, engaging them through two-way marketing communications that take brand personalities into real life and include value to the target audience (Maghnati et al. 2012). Research shows that experiential marketing is incorporated into specific methodologies, which always are connected with target audiences and add value through relevant and appropriate brand communication dimensions (Schmitt 2010). The methodology was sound and objective in reaching particular conclusions pertaining to experiential marketing. The experiential marketing movement was established around one concept, involving two-way marketing communication between the brand and the target audience in actual time. As a result, live brand experiences are considered to be the core feature of experiential marketing. Other marketing communications channels are also playing their role in the process (Schmitt 201 0). They are being selected and integrated to increase marketing channels, which strengthen the impact of the big marketing idea known as live brand experience (customer experience). Conclusion This paper has explored the aspects of branding and how they are related to experiential marketing. In addition, emphasis was placed on determining the impact of branding on future event management decisions. It has been suggested that experiential creativity is at least partly concerned with offering a shopping environment that is appropriate to the customers, which can encourage them to the purchasing process (Schmitt 2010). The paper has suggested that experiential marketing provides an adequate way to achieving strong relationships with customers who may have an opportunity to experience different brands in a personal way. Furthermore, experiential marketing is also focused on getting consumer feedback, judgments, thoughts, actions and connections (Kotler and Keller 2006). All these aspects contribute to define and design a live customer experience and thinking about marketing. Experiential marketing has modified the past marketing concept that only focused on customers and custo mer service. Just as branding culture is established collectively through the participation of customers in experiencing brands, dividing branding strategies into different parts is a collective or a single branding decision for companies. It depends on the decision of branding or marketing directors to use one branding strategy over another (Caru and Cova 2007). Powerful branding provides a competitive advantage in an event not only with respect to audiences but also in relation to different brand partners (Kotler and Keller 2006). The paper concluded that a well-built brand culture also provides the firm with considerable influence in configuring event policies and negotiating with other brands. References Addis, M. and Holbrook, M. (2001) ‘On the Conceptual Link between Mass Customisation and Experiential Consumption: An Explosion of Subjectivity’, Journal of Consumer Behavior, Vol. 1 pp 50-66 Caru, A. and Cova, B. (2007) Consuming Experience, London, Routledge Crowther, P. (2010) ‘Strategic Application of Events’, International Journal of Hospitality Management, Vol. 29(2) pp227-235 Forlizzi, J. and Ford, S. (2000) ‘The Building Blocks of Experience: An Early Framework for Interaction Designers’, Proceedings of the DIS 2000 Seminar, Communications of the ACM, pp 419-423 Keller, K. L. and Lehmann, D. R. (2006) ‘Brands and Branding: Research Findings and Future Priorities’, Marketing Science, Vol. 25(6) pp740-759 Kotler, P. J. and Keller, K. L. (2006) Marketing Management, New York, Pearson Prentice Hall LeSalle, D. and Britton, T. A. (2003) Priceless: Turning Ordinary Products into Extraordinary Experiences, Boston, Harvard Business School Press Maghnati, F., Ling, K. C. and Nasermoadeli, A. (2012) ‘Exploring the Relationship between Experiential Marketing and Experiential Value in the Smartphone Industry’, International Business Research, Vol. 5(11) pp169-177 Obonyo, M. (2011) ‘Experiential Marketing, Experiential Value, Purchase Behaviour and Customer Loyalty in the Telecoms Industry’, Dissertation. Makerere University Prahalad, C. K. and Ramaswamy, V. (2004) ‘Co-Creation Experiences: The Next Practice in Value Creation’, Journal of Interactive Marketing, Vol. 18(3) pp5-14 Schmitt, B. H. (2010) ‘Experience Marketing: Concepts, Frameworks and Consumer Insights’, Foundations and Trends in Marketing, Vol. 5(2) pp55-112 How to cite A critical analysis of an event contemporary issue, Essay examples

Marketing Planning at Just Us! Cafes free essay sample

Being an entirely fair trade company means Just Us pays its suppliers from so-called â€Å"third world† countries a fair price, including a premium for social welfare, gets into long-term contracts (equal or more then a harvest cycle) with them skipping middlemen who often absorb most of the margin and offers them additional benefits e. g. pre-payment and loans. â€Å"The fair trade movement brings together committed parties to create the â€Å"value† of social change, social development, fairness and equity through consumption by shortening commodity circuits between producers, retailers and consumers† (Low and Davenport, 2005). Fair trade concept provides a successful rapidly growing niche for such companies as Just Us, because â€Å"ethical† products, such as fair-trade and organic, are products of high involvement and imply great levels of customer engagement at the decision-making stage of buying (Alexander and Nicholls, 2006, p. 1237). The market segment of fair trade coffee is rapidly growing, but Just Us faces high competition from various types of coffee producing and selling companies as well as from cafes. Local activists consolidate their recent efforts to promote organic products and ethical consumption in their countries (Fridell, 2007, p. 237). More and more customers want to know the origin of the products they buy and prefer environmentally responsible companies. According to the ongoing changes on the market, the environmental scanning at Just Us is arguably worth any efforts spent. It may be the basic methodology for gathering and organizing marketing climate data for the new head of marketing department, as the position requires good knowledge of the situation before taking any action. That’s why it’s so important to carry out the proper situational analysis, outline the main challenges facing Just Us and analyze it’s current marketing strategy before planning the available strategic options and suggesting the course of future actions in this report written by an external marketing consultant. 2. Situational Analysis To stay tuned to the recent situation in order not to miss perspective opportunities, an organization should go on with continuous scanning of its environment. According to Jobber, environmental scanning is â€Å"the process of monitoring and analyzing the marketing environment of a company† (Jobber, 2010, p. 3). Aguilar states (Aguilar, 1967, cited in Costa, 1995, pp. 4-5) that environmental scanning serves the purpose of gathering information about the facts and events happening around the company in order to let the management lead the organization in the right direction. Most of the authors agree on the same main functio n of environmental scanning. However, there is a slightly different view on that presented by Boone and Kurtz (2011, p. 61). They argue that the main purpose of environmental scanning is to identify the present trends and the extent to which they affect the company. If any trend provides an opportunity or poses a real threat to the business, appropriate action should follow. The companies that successfully implement scanning are more likely not to miss essential information and thus to act effectively as they know â€Å"what is going on† (Slaughter, 1999, p. 442). A positive correlation was found between frequency of scans and organization’s performance, supporting the idea of conducting scanning on a compulsory basis (Heavey et al. , 2009, p. 68). That is why a significant part of actual report will be dedicated to situational analysis, which will form the basis for successful environmental scanning. . 1 Macro Environment Many authors identify four types of forces determining the macro environment in which a business operates: political/legal, economic, social/cultural and technologic. The framework that examines the listed forces towards an individual business is widely known as PEST analysis (Costa, 1995, pp. 5-6). However, rece nt evidence suggests that ecological/physical environmental forces are to be taken into account as a part of the system too, so the acronym expands to PEEST (Jobber, 2010, p. 73; Kotler et al. , 2009, p. 154). The concept is illustrated in Figure 1. Figure 1. PEEST Analysis. Source: Own development based on Jobber (2010, p. 73). 2. 1. 1 PEEST Analysis See Appendix 1. 2. 2 Microenvironment The majority of academic sources agree that microenvironment includes company’s consumers, competitors, suppliers and distributors (Kotler and Armstrong, 2011, p. 67; Jobber, 2010, pp. 91-93). Arguably, market itself should be considered as a part of the model in line with the elements presented above. The microenvironment scheme is shown in Figure 2. Figure 2. Microenvironment. Source: Based on Kotler and Armstrong (2011, p. 67, fig. 3. 1). 2. 2. 1 Market Just Us operates on numerous markets, dealing with such products as coffee, tea, sugar and cocoa, and the main target market is fair trade coffee, that accounts for 0,25% of total global coffee production only, but for 60% of all the fair trade goods consumed (Jobber, 2010, p. 214). According to Exhibit 1 of the case study, it is a very fast growing market segment in Canada, which resulted into the increase of number of companies entering fair trade every year. The main trend of the market segment is that fair trade becomes trendy itself. All the facts suggest that it is in growth lifecycle stage. One of the market analysis tools that illustrates the scheme of organization’s market environment is market mapping (McDonald, 2002, p. 114). The market mapping for Just Us’ industry is provided in Figure 3. Figure 3. Market Mapping. Source: Based on McDonald (2002, p. 115, fig. 4. 5). 2. 2. 2 Suppliers According to the map, the value chain starts with suppliers. Just Us’ suppliers are fair trade co-operatives from many countries including Mexico, Peru, Guatemala, Bolivia, Indonesia and Colombia. Co-operatives are paid fairly for the raw materials they provide, about 2 times higher then the average coffee market price. Not only because of that, but also because of tight long-term relations between Just Us and its suppliers, they are a very reliable element of the chain. 2. 2. 3 Competitors The next stage of the distribution process is Just Us together with its competitors. Competitors can be identified within the framework developed by Peteraf and Bergen (2003, p. 1034). Different blend of market similarity and company’s capabilities allows splitting Just Us’ competitors into four groups shown graphically in Figure 4. Figure 4. Mapping Competitors. Source: Own development based on Peteraf and Bergen (2003, p. 1034). For competitor analysis see Appendix 2. 2. 2. 4 Distributors Just Us distributes products through its own coffee houses, student canteens, coffee shops and restaurants across Canada as well as through grocery stores including Ten Thousand Villages, Sobeys and Loblaws supermarkets. The last channel carries high risk because, despite being a great Just Us’ customer, Loblaws has its private fair trade coffee label so future interaction between the companies may be affected. 2. 2. 5 Customers According to Pareto’s 80/20 rule, about 20% of customers consume about 80% of a company’s product (McDonald, 2002, p. 12). The main target groups of Just Us’ end customers include fair trade activists, environmental friendly individuals and high quality coffee lovers, who can account for most of company’s sales. Other groups are students of the educational institutions that sell fair trade coffee in their canteens as well as upper-middle and high-income class indiv iduals, members of socio-economic groups A, B and C1, who are not price sensitive and ready to pay premium for higher quality. As it has been outlined before, the demographic characteristics of a target customer are young age and higher education. Geographically target customers are highly concentrated in Nova Scotia as Just Us brand is highly renowned there and the loyalty to the brand is high. 2. 2. 6 Porter’s Five Forces Analysis To measure the overall attractiveness of an industry, Porter’s five forces framework can be used. It suggests that the average profitability of involved companies depends on five factors: bargaining power of suppliers and buyers, threat of substitutes and new entrants and degree of rivalry among present market players (Brassington and Pettitt, 2007, p. 432). The scheme of the concept is illustrated in Figure 5. Figure 5. Porter’s Five Forces. Source: Based on Boone and Kurtz (2011, p. 44, fig. 2. 2). For Porter’s five forces analysis see Appendix 3. 2. 3 Internal Analysis This stage of environmental analysis audits company’s structure, capabilities, internal activities and performance in order to outline its strengths and weaknesses (Lancaster, 2001, pp. 371-372). It must be outlined first, that Just Us is one of the major players on the fair trade coffee market in Nova Scotia with four cafes, an own roastery, bakery, small chocolate factory and a fair trade museum. The revenues in 2008 amounted to $6,536,875, including $2,303,956 on behalf of cafes. 0% of the overall sales took place via food outlets and 30% via coffee shops. The average annual revenue growth is about 25% as shown in Exhibit 3 of the case study, 2008 to 2007 growth was 17,8%. Detailed cafes revenues by product, location and period can be found in Exhibit 6. The figures support the point that Just Us is a fast growing company. 2. 3. 1 Compa ny Resources One of the main goals of internal audit is to examine company’s resources and find out if they are sufficient for sustainable performance. Wood (2007, p. 28) identifies four groups: human, informational, financial and supply resources. For their analysis see Appendix 4. 2. 3. 2 Product The product range offered by Just Us is rather wide; all products are officially certified as fair trade and/or organic. The main product is fair trade coffee ranging from light to dark roast, with a decaf and a green beans line. The quality of coffee is ensured as Just Us controls all the stages of its manufacturing. Other core products include different premium quality tea lines from Sri Lanka, India and Ecuador, a range of own-produced chocolate types, such as creamy milk, dark, white, hot and handcrafted chocolate and sugar. Most of the core products are available for wholesale. Just Us cafes also offer own-made supplementary products such as bakery, sandwiches and soup. Such activities as live music, book readings and gala-nights together with high standard service augment the cafes products and create additional value for customers. A special analysis of product portfolio will be carried out in the 3rd section of this report. The products sold through retail channels and in cafes carry Just Us brand name, which is consonant with â€Å"justice† and is associated with social and environmental responsibility. The brand is widely known in Maritime Provinces of Canada, especially in Nova Scotia, where it has great recognition and loyalty. 2. 3. 3 Price The main pricing objective of Just Us is to maintain the lowest prices possible provided they cover all the expenses and profits essential to continue business. Thus the pricing of Just Us is mainly cost-orientated. Company’s products are price elastic, but target customers are ready to pay premium price due to high quality and ethical background (Jobber, 2010, pp. 422-423). From the point of pricing strategy, Just Us uses so-called â€Å"penetration† policy in order to develop long-term relations with its customers (McDonald, 2002, p. 394). 2. 3. 4 Place Company’s presence is concentrated in Maritime Provinces, especially Nova Scotia. Various distribution channels outlined earlier in the microenvironment analysis provide the opportunity to reach customers throughout Canada and also in the USA. Good knowledge of retail distribution channel as well as tight relations with suppliers and their wide diversification can be arguably considered the core competencies of the company (Ljungquist, 2007, p. 95). Strategic business units, Just Us cafes, are situated in Halifax (two outlets), Wolfville and Grand Pre. As it can be seen in the Figure 6 the concentration of the coffee houses is high and they don’t cover most of the potential territory. Another place of sales is the company’s web site where customers can place their orders onli ne. Figure 6. Just Us Cafes Locations. Source: Google (2012). 2. 3. 5 Promotion The main promotional goal of Just Us is to increase customer awareness of fair trade benefits and of their brand that presents the concept in its best. In order to reach target customers, Just Us is positioning itself as an organization that puts environmental and human wellness before profits. Main emphasis is made on products being 100% fair trade and organic. Previous advertising at Just Us was not intense. Promotional mix included print media, cafes themselves and publicity such as interviews on the radio, television and in the newspapers. Some examples of advertisements used by Just Us are shown in Exhibit 7 of the case study. An emphasis was also put on various public activities e. g. speaking events, live music nights and exhibitions in the cafes. As it can be seen from the 2008 media plan in Exhibit 8, advertising reach was not wide, covered just local audience and the main accent was made on helping farmers from third-world countries, rather then on high quality of the organic products. Such significant and appropriate for low-cost advertising medium as Internet was not utilized to an adequate extent and was limited to the maintenance of the company’s own website only. Many authors also consider people, process and physical evidence to be the elements of marketing mix, but in this report they were addressed inside the ‘product’ element (Jobber, 2010, p. 23). . 4 SWOT Analysis SWOT analysis allows firms to develop a strategy, which is grounded on the successful balance between organization’s recourses and exterior potential with respect to macro level factors. Such strategy is capable of improving performance of businesses to a considerable extent (Agarwal et al. , 2012, p. 12). However, there are m any critical points of view on SWOT, stating that even if SWOT raises some proper issues, it gives little or no useful recommendations to managers and also tends to omit the degree of importance of some issues that can be crucial for the company’s performance (Novicevic et al. 2004, p. 86, Kotler et al. , 2009, p. 106). Piercy and Giles (1989, p. 6) also suggest SWOT should be customer orientated, because only those strengths and weaknesses that can be noticed by customers are therefore valued by them. That’s why in this report a slightly modified SWOT analysis will be used, augmenting the initial concept with the degree of importance for every SWOT feature and taking the significance of customer orientation into account. Appropriate recommendations will be also provided in the end of the report. The SWOT analysis of Just Us, displayed in Appendix 5, shows that together with the less threatening issues, challenges facing the company to the highest extent are shortage of promotional activities and financial resources and expansion of the biggest players of the coffee industry into the fair trade segment. 3. Marketing Strategy Analysis In this section the competitive marketing strategy of Just Us will be analyzed using such frameworks as the Ansoff matrix, BCG growth share matrix, McKinsey / general electric’s multifactor portfolio matrix and some other concepts. First it is important to outline that Just Us is a coffee market nicher operating in a narrow segment and striving to its dominance through successful balance between resources, strengths of the company and consumer needs. Its strategy is rather more aggressive then defensive, because attack is the most appropriate form of defense while the market grows so rapidly and new competitors join the game (Brassington and Pettitt, 2007, p. 443-445). The following analyses will identify the most suitable strategies for Just Us and let compare them with the current one. . 1 Ansoff Matrix Ansoff matrix, or product/market expansion grid, is a tool that helps identify the appropriate growth strategy for a firm using two dimensions: products (existing/new) and markets (existing/new) (Kotler and Armstrong, 2011, p. 44). An image of Ansoff matrix can be seen in Figure 7. Figure 7. Ansoff Matrix. Source: Based on Kotler and Armstrong (2011, p. 44, fig. 2. 3). The first strategy, market penetration, i s suitable in case of total market growth, when expansion is achieved through the existing market share. Another way is to improve performance on account of developing current offerings in order to beat the competition (Lancaster, 2001, p. 381). Just Us uses such strategy in relation to its existing market in Nova Scotia and prosper because of the fair trade segment enlargement. Market development is a strategy of conquering new markets with available products. Just Us uses it expanding its distribution network using the same core products to other parts of Canada and to the USA. Product development strategy appears in introducing various types of chocolate and bakery to existing customers. Another demonstration of it is the differentiation of augmented product among cafes because of various interior and atmosphere. The last type of strategy is diversification and Just Us does not currently use it. 3. 2 BCG Growth Share Matrix The BCG matrix is a commonly used device for analyzing organization’s products and business units. It helps companies understand the best way to allocate resources and develop the appropriate successful strategy (Boone and Kurtz, 2011, pp. 53-54). See Figure 8 for BCG matrix image. Just Us as an overall business can be classified somewhere on the way from a question mark to a star, because the market is growing fast and the company’s market share is gradually increasing. Figure 8. BCG Matrix. Source: Based on Kotler and Armstrong (2011, p. 43, fig. 2. 2). Each coffee house can be classified within the above model as a separate business unit. The analysis shown in Appendix 6 showed the following results: Grand Pre coffee house is a star, Wolfville cafe – between a cash cow and a dog, Barrington is a dog and Spring Garden is between a question mark and a star. Based on the information presented in Exhibit 1, the core products of Just Us can be classified within the BCG matrix framework as well. According to their relative market share and market growth, coffee is a cash cow, cocoa is a star, sugar is a question mark and tea is a dog. From the practical point of view question marks need a wise development strategy to become stars and managers of Just Us should prepare to invest in stars in order to maintain their high growth. They should also get rid of dogs if they are not self-sufficient and try to keep cash cows in the same position (Boone and Kurtz, 2011, p. 54). 3. McKinsey/General Electric’s Multifactor Portfolio Matrix Another tool for competitive marketing strategy analysis is G. E. multifactor portfolio matrix. It has two dimensions: market attractiveness and competitive position, each measured taking multiple factors into account (Lancaster, 2001, p. 385). The appropriate analysis of Just Us as a business unit is provided i n Appendix 7 and results can be viewed in Figure 9. According to the results, the broad strategic guideline for Just Us is â€Å"Selectivity/earnings† that means the company should invest selectively into its activities to support and zoom the revenues. It is recommended by Day (1986) to continue the implementation of the current program and concentrate efforts on segments where the ratio between risk and revenues is in favor of the latter (Day, 1986, cited in Lancaster, 2001, p. 388). Figure 9. Just Us G. E. Matrix. Source: Based on Lancaster (2001, p. 387, fig. 12. 8). 3. 4 Other Frameworks Strategic position and action evaluation model (SPACE), designed by Rowe, evaluates financial strength and competitive advantage of companies as well as environmental volatility and industry attractiveness to determine the best suitable strategic thrust in a particular situation. The most suitable thrust for Just Us is â€Å"competitive†. It suits companies operating in unstable environment with scarce financial resources, but having strong competitive advantages on an attractive market (see Figure 10). Strategic steps suggested include cost cutting, productivity increasing and integration with companies possessing greater financial resources (Lancaster, 2001, p. 532). Current competitive strategy of Just Us misses the measures listed, thus the top management should take them into account. Figure 10. Just Us SPACE model. Source: Based on Lancaster (2001, p. 532, fig. A1. 6). In terms of Porter’s generic strategies, namely: overall cost leadership, differentiation and focus, Just Us has adopted so-called focus strategy. The company focuses on the fair trade coffee market, a specialized coffee market segment, achieves close connection with it and its superior understanding. Then within the segment it applies a differentiation strategy, such as quality leadership, in order to deal with competition (Kotler et al. 2009, pp. 105-106). It lets Just Us successfully serve the local target segment and remain competitive even with higher prices. 4. Recommendations As it was indicated in the previous analyses, Just Us has different ways available to improve its competitive marketing strategy. In this part of the actual report some strategic options for the cafe division will be summarized and a course of following actions will be recommended to the management team of Just Us. According to the Ansoff matrix there are four possible strategic directions: market penetration, product development, market development and diversification. It can be argued that the growth models based on product development and diversification strategies are not matching the business reality of Just Us company, because its strong value system doesnt let introduce new types of products that are not fairly traded and, at the same time, the management team doesnt have enough experience to deal with other fair trade products, such as cotton, fruit, rice and flowers. Taking into consideration the changes that have taken place in the market structure since 2009 and the fact that the world financial crisis is now over, the earlier suitable strategy of market penetration has arguably reached its limits. Today the company needs to expand its customer base, find ways to new markets and gain marketing activity to support growth. The core aim of market development strategy for Just Us is to expand the cafe chain to Nova Scotia and Ontario. To achieve the goal first Just Us needs to raise appropriate financial resources. There are three ways for it: franchising, merger with a cash rich company and bank loan. Franchising is a perspective way from the financial side, as Just Us has limited funds and it would solve the problem, but from the other side lack of understanding between Just Us and a franchisee may lead to the same fail outcome as happened during the Toronto expansion. To avoid that, the management of Just Us needs to clearly outline the franchising framework and embed a detailed description of regulations and responsibilities with respect to corporate values into the franchise contract. The other two ways are much riskier, imply some loss of control over organization’s activities and therefore are unacceptable for Just Us. If the first stage of market expansion through franchisee coffee houses is successful, Just Us should consolidate its resources and start opening own outlets in new territory. Besides from the â€Å"Place† part of the marketing mix there are big opportunities in improving the â€Å"Promotion† part. As there was a wide gap in advertising course before the formation of marketing and sales department, now Just Us needs to boost promotional activities and strongly improve their quality. The company should build an integrated marketing communication system that will not only communicate its message to the customers, but also receive feedback from them, that is very important for identifying and satisfying consumer needs in the best way possible (Boone and Kurtz, 2011, p. 489-490). In this connection the following actions can be recommended to the top management of Just Us: * Improve organization Delineate the responsibilities for each member of marketing and sales department. Leverage skills of the team members through corporate trainings and coaching, especially for Sarah, who is responsible for advertising and promotion. Any print and electronic advertising materials should be produced in cooperation with skilled professional designers and copywriters. * Carry out repositioning Coffee produced by Just Us is of a very good quality and totally acceptable in terms of consumer needs satisfaction, but it lacks the necessary image, so it is necessary to execute image repositioning. Just Us can use the example of Cafedirect, a fair trade coffee company that managed to become the sixth largest coffee brand in the UK by concentrating on the premium quality of its coffee more then on fair trade background (Jobber, 2010, pp. 15, 289). * Dramatically improve on-line presence Arguably, it can be highly recommended to Just Us to use the Internet for advertising as in comparison with traditional advertising it is much more targeted and has relatively low costs. Research has shown that more then 80% of Canadians aged 16 to 44 use the Internet at least once a day (Statistics Canada, 2012c). The possible tools to catc h their attention are context ads, web banners and streaming video commercials (Miletsky, 2009, p. 368-369). Context ads programs, such as Google AdWords, use the words entered by a user of a web search engine to determine the ads to show to them. Companies fix the list of search words and phrases that are relevant to their ads and the price limit they want to pay to the advertiser for a click on them. A suitable strategy for Just Us would be to choose more specialized and particular search phrases to link their ads to, because then the chance their ads will be displayed is higher with a lower cost per click. Furthermore, that will allow targeting potential customers more precisely and increasing advertising return on investments. For instance, instead of a popular key phrase â€Å"buy coffee†, a more specific phrase â€Å"buy high quality organic coffee† can be used. The essence of banners and commercials on the Internet is similar to traditional billboard banners and TV commercials, but on the Internet being placed next to the content that is interesting and popular with the target audience helps reach them better. For example, it is efficient for Just Us to show ads to people who are reading an article on ethical consumption or watching a video about third world countries on YouTube. Nowadays one of the best places not only for locating ads, but also for the whole spectrum of marketing activities is a social networking website, as it provides the required data and opportunities to reach target consumers accurately. According to statistics, 91% of Canadians aged from 16 to 24 and 70% of aged 25 to 44 are regularly using social media (Statistics Canada, 2012d). Many of them don’t have time to visit numerous resources and want all the information in one place, that’s why it is a perfect opportunity for a company’s message to be heard. Direct dialogue between a company and its customers as well as solving customer service issues online leads to brand loyalty amplifying and enhances positive word-of-mouth marketing (Dietrich and Livingston, 2012, p. 86). As it was previously stated, another important aspect is to gather the information from customers and especially their feedback on organization’s performance. According to Macy and Thompson, â€Å"social marketing and social web platforms enable dialogue among consumers, peers, and brands on a global scale†. Facebook group and Twitter account can help Just Us gather information about consumers and potential brand ambassadors as well as carry out promotional campaigns, conduct on-line surveys, gain new customers and communicate the benefits of fair trade to a great number of people (Macy and Thompson, 2011, p. 57-58). References 1. Agarwal, R. , Grassl, W. and Pahl, J. (2012) Meta-SWOT: Introducing a New Strategic Planning Tool, Journal of Business Strategy, 33 (2), pp. 12-21. 2. Alexander, A. , Nicholls, A. (2006) Rediscovering Consumer Producer Involvement: A Network Perspective on Fair Trade Marketing, European Journal of Marketing, 40 (11), pp. 1236-1253. 3. Boone, L. E. and Kurtz, D. L. (2011) Contemporary Marketing, 15th edition. Mason: South-Western, Cengage Learning. 4. Brassington, F. , Pettitt, S. (2007) Essentials of Marketing, 2nd edition. London: Prentice Hall. 5. CBC (2012) Unemployment Statistics [Online]. Available at: http://www. cbc. ca/news/interactives/unemployment-stats/ (Accessed: 13 November 2012). 6. Costa, J. (1995) An Empirically-Based Review of the Concept of Environmental Scanning, International Journal of Contemporary Hospitality Management, 7 (7), pp. 4-9. 7. Dietrich, G. and Livingston, G. (2012) Marketing in the Round: How to Develop and Integrated Marketing Campaign in the Digital Era. Indianapolis: Que Publishing. 8. Fridell, G. (2007) Fair Trade Coffee: The Prospects and Pitfalls of Market-Driven Social Justice. Toronto: University of Toronto Press. 9. Google (2012) Nova Scotia – Google Maps [Online]. Available at: https://maps. google. co. uk/ (Accessed: 17 November 2012). 10. Heavey, C. , Mowday, R. T. , Kelly, A. and Roche, F. (2009) Reconceptualizing Executive Environmental Scanning and Search: Implications for International Leadership Research and Practice, Advances in Global Leadership, 5, pp. 65-92. 11. Jobber, D. (2010) Principles and Practice of Marketing, 6th edition. London: McGraw-Hill. 12. Kotler, P. and Armstrong, G. (2011) Principles of Marketing, 14th edition. London: Prentice Hall. 13. Kotler, P. , Keller, K. L. , Brady, M. , Goodman, M. and Hansen, T. (2009) Marketing Management, 1st edition. London: Prentice Hall. 14. Lancaster, G. , Massingham, L. and Ashford, R. (2001) Essentials of Marketing, 4th edition. London: McGraw-Hill. 15. Lilien, G. L. and Little, J. D. C. (1979) The ADVISOR Project: A Study of Industrial Marketing Budgets, Engineering Management Review, 7 (2), pp. 17-31. 16. Ljungquist, U. (2007) Core Competency Beyond Identification: Presentation of a Model, Management Decision, 45 (3), pp. 93-402. 17. Low, W. , Davenport, E. (2005) Has the Medium (Roast) Become the Message? : The Ethics of Marketing Fair Trade in The Mainstream, International Marketing Review, 22 (5), pp. 494-511. 18. Macy, B. and Thompson, T. (2011) The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World. London: McGraw-Hill. 19. McDonald, M. (2002) Marketing Plans: How to Prepare Them, How to Use Them, 5th edition. Oxford: Butterworth-Heinemann. 20. Miletsky, J. I. (2009) Principles of Internet Marketing: New Tools and Methods for Web Developers. Boston: Course Technology, Cengage Learning 21. Novicevic, M. M. , Harvey, M. , Autry, C. W. and Bond III, E. U. (2004) Dual-Perspective SWOT: A Synthesis of Marketing Intelligence and Planning, Marketing Intelligence amp; Planning, 22 (1), pp. 84-94. 22. OANDA Corporation (2012) Historical Exchange Rates [Online]. Available at: http://www. oanda. com/currency/historical-rates/ (Accessed: 13 November 2012). 23. Peteraf, M. A. and Bergen, M. E. (2003) Scanning Dynamic Competitive Landscapes: A Market-Based and Resource-Based Framework, Strategic Management Journal, 24, pp. 1027-1041. 24. Piercy, N. nd Giles, W. (1989) Making SWOT Analysis Work, Marketing Intelligence amp; Planning, 7 (5), pp. 5-7. 25. Slaughter, R. A. (1999) A New Framework for Environmental Scanning, Foresight, 1 (5), pp. 441-451. 26. Statistics Canada (2009) Population 15 Years and Over by Highest Certificate, Diploma or Degree, by Age Groups [Online]. Available at: http://www. statcan. gc. ca/tables-tableaux/sum-so m/l01/cst01/educ43a-eng. htm (Accessed: 13 November 2012). 27. Statistics Canada (2012a) Average Hourly Wages of Employees by Selected Characteristics and Profession (Canada) [Online]. Available at: http://www. tatcan. gc. ca/tables-tableaux/sum-som/l01/cst01/labr69a-eng. htm (Accessed: 13 November 2012). 28. Statistics Canada (2012b) Average Hourly Wages of Employees by Selected Characteristics and Profession (Nova Scotia) [Online]. Available at: http://www. statcan. gc. ca/tables-tableaux/sum-som/l01/cst01/labr69d-eng. htm (Accessed: 13 November 2012). 29. Statistics Canada (2012c) Canadian Internet Use Survey, Internet Use, by Age Group and Frequency of Use [Online]. Available at: http://www5. statcan. gc. ca/cansim/pick-choisir? lang=engamp;p2=33amp;id=3580155 (Accessed: 24 November 2012). 30. Statistics Canada (2012d) Canadian Internet Use Survey, Internet Use, by Age Group and Internet Activity [Online]. Available at: http://www5. statcan. gc. ca/cansim/pick-choisir? lang=engamp;p2=33amp;id=3580153 (Accessed: 24 November 2012). 31. Statistics Canada (2012e) Population by Sex and Age Group [Online]. Available at: http://www. statcan. gc. ca/tables-tableaux/sum-som/l01/cst01/demo10a-eng. htm (Accessed: 13 November 2012). 32. Statistics Canada (2012f) Population by Year, by Province and Territory [Online]. Available at: http://www. statcan. gc. ca/tables-tableaux/sum-som/l01/cst01/demo02a-eng. htm (Accessed: 13 November 2012). 3. Wood, M. B. (2007) Essential Guide to Marketing Planning. London: Prentice Hall. Appendix 1. PEEST Analysis The main political factor for Just Us is the required recognition and certification of the term â€Å"Fair trade† by the government to defend the whole fair trade concept and its ambassadors. Also, the legal anti-dumping and anti-monop oly policy influences the protection of local businesses against international expansion to a very high extent. In the economic field the 2009 â€Å"credit crunch† and then recovery leads to new opportunities and market growth as the unemployment decreases and thus consumer purchasing power goes up (CBC, 2012). The economic situation is gradually improving and this leads to higher wages generally in Canada and Nova Scotia in particular (Statistics Canada, 2012a; 2012b). Another positive economic factor is the growth of exchange rate of Canadian dollar in relation not only to the main world currencies, but also to some of the currencies of Just Us suppliers, such as Mexico, Guatemala and Indonesia (OANDA Corporation, 2012). Being environmental friendly, Just Us business can only benefit from the increasing awareness in the Canadian society concerning the problems of pollution, CO2 emissions and global warming. These problems can cause, in their turn, some changes in political environment, e. g. new ecological laws that can adversely affect some of the mainstream competitors or substitute producers. As for the social factors in Canada, such facts as population growth (Statistics Canada, 2012f), prevalence of higher education (Statistics Canada, 2009) and the amount of people who are under 30, about 36% (Statistics Canada, 2012e), must be outlined. It can be argued, that better educated people will prefer high quality coffee due to higher ethical and taste standards and higher income. Young people are more likely to buy fair trade products as many of them are flexible in their habits and maintain an environmental friendly lifestyle. And population growth precedes the growth of the market in general. Contemporary technologic environment brings new opportunities to Just Us in communicating the value to its potential customers through Internet by means of blogs, search engines and of course social media, especially social networks. Appendix 2. Competitor Analysis 1. Direct competitors are Kicking Horse, Trident Bookseller amp; Cafe and Java Factory. These companies operate on the same market segment and aim at the same target consumers thus posing the most real threat. 2. Potential competitors are Starbucks, Tim Hortons and Second Cup. They are incomparable to Just Us in terms of scale, but are able to satisfy the same customer need. Their main strengths are high brand recognition and rich financial resources. The main weaknesses are lower product quality, standardization of their outlets and being 99% out of the fair trade concept. 3. Weak competitors are independent coffee houses e. g. Coburg Coffee, that are not able to compete for a substantial part of Just Us target market. . Indirect competitors (substitutes) are Kraft Foods, Procter and Gamble’s Millstone, Nestle and Loblaws private label. The main weakness of this category is being mostly out of the fair trade concept, sometimes even opposite to it, e. g. Nestle, named the world’s â€Å"least responsible company† (Jobber, 2010, p. 214). Appendix 3. P orter’s Five Forces Analysis As for the fair trade coffee market, the bargaining power of suppliers is very low, as they are only price takers, even though the point of fair trade requires fixing the raw material price at a particular level. On the opposite, the bargaining power of buyers is very high, as they are to cover a part of the higher fair trade price for the raw materials embedded in the premium price of the products. There are many substitutes to fair trade coffee from non-fair trade coffee to all manner of drinks. Taking into account the huge non-fair trade coffee market and abundance of its participants, the threat of new entrants to fair trade market seems to be very high. The absence of governmental certification of fair trade products in Canada means every company can claim to sell fair trade products. Finally, the competition in the industry is high as we can see from the previous competitors analysis. To sum it all up, the market of fair trade coffee can not be named attractive in terms of the above analysis, that means the participants have other reasons to remain on the market, rather then just high margins, e. g. remaining dedicated to the ethical mission, raising total profits due to overall market growth, increasing associated market share or improving company image. Appendix 4. Company Resources Analysis Just Us has 69 employees, 7 top managers and 5 managers in marketing and sales department. The marketing organization of the company is functional, as shown on the organization structure scheme in Exhibit 2 of the case study. The specialization of the roles linked to this structure requires managers to develop further skills in narrow areas. (Brassington and Pettitt, 2007, p. 449) As this is a worker owned company, every employee is highly committed to the success of the business. Besides, coffee houses staff is highly trained and experienced in what they do. It can be argued, that having 5 marketing and sales managers on the strength is enough to maintain marketing activities on a very high level. As for the informational resources, the company has all the required business data in form of quarter and annual reports. Other sources of information include distributors’ sales reports and cash reports of the cafes. There is a certain lack of funding for marketing activities at Just Us. Lilien and Little consider 6,9% of sales as â€Å"not a bad start†, because it is an average figure for marketing-to-sales ratio according to their study, but they also suggest taking a row of factors into account while applying this figure to a company’s budgets (Lilien and Little, 1979, p. 22). So it can be argued that being a part of low margin fair trade market, Just Us should link its marketing budget to the amount of profit. The ratio may vary depending on the selected strategy with the median of approximately 20%. As it was previously stated, Just Us has diversified supply channels and strong long-term partnership with its suppliers. That is why the situation with supply resources can be named one of the company’s strengths. Appendix 5. SWOT Analysis + Strengths:| Level| – Weaknesses:| Level| 1. Strong brand loyalty and recognition in Nova Scotia| High| 1. Lack of promotional activities| High| 2. Products of high quality| High| 2. Small financial resources| High| 3. Fair trade and organic certification of the products | Mid| 3. Higher price in comparison with non-fair trade competitors| Mid| 4. Experienced cafe personnel| Mid| 4. High concentration of the cafes| Low| 5. Stable long-term relations with suppliers| Low| 5. Insufficient territory coverage| Low| Table 1. Source: Own development. + Opportunities:| Level| – Threats:| Level| 1. General growth of the fair trade market in Canada| High| 1. Expansion of the coffee industry â€Å"sharks† to the market| High| 2. Creation of a governmental fair trade certification system| High| 2. Replacement with supermarket chains’ own fair trade brands| Mid| 4. Rise of awareness of the fair trade concept among potential customers| Mid| 3. Customer inability to distinguish true fair trade products| Mid| 3. Increase in the number of universities supporting fair trade| Low| 4. Competition of small privately owned cafes| Mid| 5. Creation of an on-line customer community| Low| 5. Macroeconomic problems that will enhance customer price sensitivity 4. Increasing competition from small privately owned cafes| Low| Table 2. Source: Own development. Appendix 6. BCG Matrix Analysis Sales| Grand Pre| Wolfville| Barrington| Spring Garden| Total| Jan. | 42342| 39907| 31831| 40849| 154929| Feb. | 47541| 41493| 30182| 41064| 160280| Mar. | 44742| 42512| 28549| 41796| 157599| Apr. | 51744| 47461| 32537| 49115| 180857| May| 61623| 46301| 36503| 50382| 194809| June| 61850| 45136| 35837| 48859| 191682| July| 67890| 45132| 36737| 46677| 196436| Aug. | 79159| 47902| 36015| 46679| 209755| Sept. | 68860| 49950| 39752| 59402| 217964| Oct. | 75790| 44780| 40229| 61334| 222133| Nov. | 57545| 43571| 34476| 56973| 192565| Dec. | 80338| 45854| 36437| 62318| 224947| Total| 739424| 539999| 419085| 605448| 2303956| Share| 32%| 23%| 18%| 26%| | Table 3. Source: Own development based on Exhibit 6 of the case study. Growth| Grand Pre| Wolfville| Barrington| Spring Garden| Feb. | 12%| 4%| -5%| 1%| Mar. | -6%| 2%| -5%| 2%| Apr. | 16%| 12%| 14%| 18%| May| 19%| -2%| 12%| 3%| June| 0%| -3%| -2%| -3%| July| 10%| 0%| 3%| -4%| Aug. | 17%| 6%| -2%| 0%| Sept. | -13%| 4%| 10%| 27%| Oct. | 10%| -10%| 1%| 3%| Nov. | -24%| -3%| -14%| -7%| Dec. | 40%| 5%| 6%| 9%| Average| 7%| 1%| 2%| 4%| Table 4. Source: Own development based on Table 3. | Grand Pre| Wolfville| Barrington| Spring Garden| Sales Share| 32%| 23%| 18%| 26%| Level| High| Mid| Low| Mid| Average Growth| 7%| 1%| 2%| 4%| Level| High| Low| Low| High| Category| Star| Cash cow / dog| Dog| Question mark / star| Table 5. Source: Own development based on Table 3 and Table 4. Appendix 7. G. E. Matrix Analysis Market attractiveness factors| Rate * (0 to 3)| | Competitive position factors| Rate ** (0 to 3)| Size| 1| | Share| 1| Growth rates| 3| | Share growth rate| 2| Competitive rivalry| 0| | Product quality| 3| Profit margin amount| 1| | Brand loyalty| 3| Technological needs| 2| | Distribution channels| 3|

The Influence of American Imperialism on Our Economy and American Society since the End of the 19th Century

Introduction In the 18th and 19th century, European countries especially the British and the French were scrambling and partitioning the Asia and Africa continents in order to access cheap source of labor and raw materials. This was accomplished by use of military power and also by establishing investments there.Advertising We will write a custom essay sample on The Influence of American Imperialism on Our Economy and American Society since the End of the 19th Century specifically for you for only $16.05 $11/page Learn More The United States of America was not involved in the scramble, the American imperialism only started later in 1898 during the Spanish American war where the United States of America saw the opportunity to gain colonies by conquering them from Spain in the Spanish-American war. At that time, many powers thought that they could be super powers only by gaining colonies. However, later, countries (USA included) discovered that colonies we re not the only way for a country to gain power. While the United States of American did not use policy of acquiring extra territories, the country has been using its might to control political and economic decisions almost everywhere in the world through the spread of capitalism (Weber, 1978). To confirm its might, in the recent past, America has engaged in the gulf war, the NATO forces attacks on Yugoslavia, the invasion of Iraq and the continuous attacks on the Taliban as it tries to spread its imperialistic policies. Several years later especially after the Iraq attacks where the US forces were aiming at removing Saddam Hussein from power, the American soldiers are still there and the casualties from these wars have been increasing. As a result, many people have started experiencing the negative effects of American imperialism especially the American themselves since the unemployment levels has been rising and the country is still recovering from the 2007-2008 financial crisis w hich led to many US companies being bailed out or collapsing with many arguing that the army in foreign lands need to be recalled (Karl, 2005). Imperialism Theories There exist several theories that either support or criticize imperialism. According to the supporters of the Marxist theory, the trends towards expansion are not necessarily through conquering and alienation of foreign lands as most people especially political scientists like to define it but imperialism rather explains the changes which have been occurring in the political economic and also social activities as they try to advance their capitalist notions everywhere. These sentiments support the US spread of imperialism where it has been using policies and laws which countries that need to be assisted by the country have to follow. A country which needs aid from the United States of America but does not follow the laid policies is never assisted by the US.Advertising Looking for essay on history? Let's see if we c an help you! Get your first paper with 15% OFF Learn More In another theory by Kautsky, a capitalist country such as the United States of America cannot sell all the products within their country and thus they have to look for other countries where they can sell their products especially in the less developed economies. Kautsky observed this as the reason behind colonial expansions and spreading of imperialistic policies. He claims this was the reason for colonial expansions and spreading of their imperialistic policies. In the case of United States, rather than expanding colonies they use they imperialistic policies to access what ever they need. For example, a country cannot expect America to assist it if it has trade barriers against it even if the intention is to protect home industries. Conservative theories supports imperialism by indicating that imperialism exists in order to preserve the social orders among the developed economies. The theory further maintains that it is usually necessary for a country to secure trade and also maintain employment levels. The United States of America has achieved this by introducing legislations which protects internal industries from effects of trade liberalization. Finally, in political theory, imperialism helps a country by decreasing the strategic and political vulnerability of a country and the United States of America has achieved by ensuring there is manifestation of power thereby maintaining its status quo. Influence of American imperialism on your economy Social and political self determination from other countries has been challenging the American hegemony in different parts of the world. Other than the challenges above, as the United States of America increase its military supremacy and increase its capability of the army, the country has been accruing large debts especially due to the huge budgets which are allocated for its enormous military expenses. In return, this has increased America dependenc e on foreign creditors especially from the oil producing countries. As a result, the disparity or the differences between the American army and its own weak economy has just been increasing (Knauft, 2007). American imperialism has also affected the economy negatively. For example, the attacks on Iraq an oil producing country led to oil world volumes to decline and as a result the price of oil went up affecting the economy negatively since the high prices reduced the market basket for people all over the world (Americans included).Advertising We will write a custom essay sample on The Influence of American Imperialism on Our Economy and American Society since the End of the 19th Century specifically for you for only $16.05 $11/page Learn More Positive impact of the US imperialistic policies has been in the increased trade. The US control land over seas where external production takes place, through this, it is able to engage more in international trade e xporting more than it is importing thereby being able to earn more through the foreign direct investment as a result improving the economy as a whole (Cunningham, 2010). American society since the end of the 19th century Since the end of 19th century, American imperialism has led to most Americans living in fear of terrorist attacks. The critics of American imperialistic policies in the Arab world especially the Muslim extremists feel that Americans have been interfering with their governments when their soldiers inhabit their land. As a result, there has been the emergence of terrorist groups targeting both the Americans and their interests in the world. As the US imperialistic policies continue, most people have lost their lives especially most of the US soldiers who went to fight in Iraq. With loss of lives, families have been left widowed and as a result this continues to increase the emotional problems which the Americans go on with suffering. After September 11 attacks, Americ a has seen the introduction of new regional command for defense which maintains that all the foreign acquisitions of the federal buildings to undergo security reviews in ascertaining their safety. As the United States of America tries to protect her interests, traffic along international borders has become difficult and the exchange of students and scientific visitors has been hampered and where in the past information was viewed as the cutting edge for profitability and democratization process with the state secrets reaching historic high levels as a result it remains to be observed whether the imperatives of restrictiveness and openness will be modified and remade in a way that will allow the accumulation of capital and other resources (Steinmetz, 2005): No one is no longer safe in what used to be the Promised Land. The impact of imperialism on people in foreign countries as well as in the US Changes have been witnessed in the political economic and also social activities as count ries try to advance their capitalist notions everywhere. Nations that needs aid from the United States of America but do not follow the laid policies are never assisted by the US. For example, the Vietnam leader Ho Chi Minh requested US president Truman for humanitarian assistance after floods swept harvests in his country but was denied help. Vietnam was viewed as communist and US wanted to control the country due to availability of resources like iron ore, rice and oil (Zinn, 2010). Thus the people of Vietnam were left to starve.Advertising Looking for essay on history? Let's see if we can help you! Get your first paper with 15% OFF Learn More Perkins (2007), argues that US government uses hit men and jackals to control foreign governments and their action determines who gains economically or military power. He cites nations like Egypt that became friendly to US and has since been receiving development aid. The United States of America (capitalist country) cannot sell all the merchandises within their country and thus they have to look for other nations where they can sell their products especially in the less developed economies. Rather than mounting colonies the US employ imperialistic policies to access whatever they need. Those countries facing trade barriers are never assisted by the US even if their main aim is shielding home industries. The US has been introducing legislations that insulate internal ventures from the consequences of trade liberalization. Imperialism has also been assisting nations by curtailing the strategic and political susceptibility of a country; the United States of America has attained this b y making sure there is manifestation of power thus maintaining its status quo. Conclusion The American imperialism has faced many challenges especially in the last century where many people have been against the advancement of its imperialistic polices. These imperialistic policies have affected the economy both positively and negatively. Among the positive effects has been the improved economy of the country through Foreign Direct Investments gained from the excess exports while on the other side, the negative impacts have included the rise in unemployment as most of the budget concentrates on military. Socially which might affect their economic performance; Americans live in fear of terrorist attacks from people who are against their country’s policies. Reference List Cunningham, D. (2010). Modern Imperialism and its Impact. Web. Karl, B. (2005). The US, Iraq and the Future of Empire. Historical Materialism. Vol.13. Iss.3, pp163-192. Knauft, B.M. (2007). Provinicializing Am erica: Imperialism, Capitalism and Counter Hegemony In The 21st Century. Current Anthropology Volume 48, Number 6, pp 781-805. Perkins, J. (2007). The secret history of the American empire: economic hit men, jackals, and the truth about global corruption. New York, Penguin. Steinmetz, G. (2005). Return to Empire: The New U.S. Imperialism in Comparative  Historical Perspective. Web. Weber, M. (1978). Economy and Society: An Outline of Interpretive Sociology, Volume 2. California: University of California Press. Reprint. Zinn, H. (2010). A People’s History of the United States. New York: HarperCollins. This essay on The Influence of American Imperialism on Our Economy and American Society since the End of the 19th Century was written and submitted by user Trace Roach to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

buy custom James Joyce’s “Araby” essay

buy custom James Joyce’s â€Å"Araby† essay James Joyces Araby is a short story that makes up Dubliners, James Joyces collection. It is one of the fifteen stories in the collection. The stories were published in 1914, though they were written between 1904 and 1906. The collection portrays life in Dublin, Ireland in the 20th century. Araby is a story about an Irish adolescent experiencing boyhood fantasies (Mandel 1). The story is based on the experiences of James while growing up in Ireland. He lived on North Richmond Street, central part of Dublin city. As in the narrator, James is not an orphan. The characters in Araby include the narrator, narrators aunt and uncle, Mangan, Mangans sister, Mrs. Mercer, stall attendant, porters at train station and school master. The narrator goes on a journey which ends to be fruitless. The themes in the story are the dangers of idealization, coming of age, the life of poverty versus mind, the loss of innocence (Beja 1). This essay will discuss the importance of the setting on its main character in James Joyces Araby. Summary of Araby The story takes place in North Richmond Street, Irelands largest city, located in Dublin. The narrator of the story is a boy who lives near the street with his aunt and uncle. Near the end of the street is an empty two storied house that was once lived by a priest tenant. After the death of the priest, the narrator explored the empty house. In winter, a boy named Mangan, the narrator and their friends would play in the muddy street and lanes behind and along the houses. The children hide when the narrators uncle appears into the streets and keeps in the shadow if Mangans sister comes from the house to call Mangan to tea. The narrtor is strongly attracted to Mangans sister and he constantly thinks of her even though he had never had a conversation with her. Finally, she speaks to him and asks him whether he will be going to the bazaar market. She is to attend a convent therefore will not go to the Araby bazaar. He tells her that he shall bring her something if he goes to the bazaar. He gets permission and goes to the Araby bazaar, he does not accomplish his mission and comes back home. He experiences pain that comes from encountering love in reality and not in its elevated form (Mandel 1). The Importance of the Setting on its Main Character in James Joyce's "Araby" Setting is part of atmosphere which consists of prevailing tone of the story and its result effect or meaning (Beja 1). The surrounding helps in setting the mood of the story. The setting plays a vital role in development of a story. It is so vital that it can influence the opinions and behavior of the characters. In stories with descriptions of animals, sounds, wind, light, shadows and shapes, the author uses them to create a mood or atmosphere for the actions (Mandel 1). The story portrays Dublin and the pain experienced from some encounters of love. The details of Araby set the mood of the story. The story is set in dreary, dark Dublin. North Richmond street is a gloomy atmosphere; blind and quiet street. The explanation of the street sets the scene in the beginning of the story. The description of North Richmond Street as blind portrays a dead end. The gloomy atmosphere is a reflection of what lies ahead in the life of the narrator while in Araby bazaar (Mandel 1). In the Araby story, the adjectives blind, uninhabited, quiet, detached, brown, descent, square, are a presentation of a world that is simple and practical (James 1). The narrator and his friends discover some aspects of beauty in the street surroundings while playing in the neighborhood. The description of Araby bazaar as hushed, dark, mostly empty and more money focused is a reflection of narrators bleak realization that imagination is not reality. James chooses a gloomy setting to well describe the surroundings of a young adolescents boy who is experiencing infatuation. The gloomy surroundings portray the boring and dull life of the nave young boy. James use of darkness makes the lifes boy more vivid and believable (Mandel 1). James presents Dublin as a blind city that is struggling from oppressive forces. The narrators use of obscure and dark references portrays the reality of living in Dublin, a gloomy town. The bright light references that describe Mangans sister is a reflection of the narrators warm and love feelings for her (Beja 1). The light references create a world of fairytale that is full of illusions and dreams. The narrator imagines that he will bring a gift to Mangans sister once he is back from Araby bazaar. The use of light by the author to describe Mangans sister creates a joyful and heavenly atmosphere (Mandel 1). Conclusion The experiences of the narrator in Araby illustrate how we sometimes expect more to happen in reality, more than reality can provide. More expectations than reality can provide leave us feeling disappointed and disillusioned. Although sometimes expectations disappoint people, it is ok to have bright imaginations because it creates emotions that are healthy. Buy custom James Joyce’s â€Å"Araby† essay

Protecting the Human Rights of Immigrants Essay Example | Topics and Well Written Essays - 500 words - 1

Protecting the Human Rights of Immigrants - Essay Example Immigrants come voluntarily to any nation. In fact, they often go to extreme economic hardship in order to immigrate to their country of choice. There is no homogenization among nations concerning visas, work permits and residency rules, much fewer immigration rules. Unless there is an incentive to creating and enforcing these rules, there is no way to impose or enforce compliance internationally, neither should there be. As a global group, there is very little that even the major nations can agree upon. There is even less than any group of nations would have the right to impose. The definition of what universal human rights are is anything but universal. Even if we could come to a vague agreement upon which rights should be universal, the degree to which any such rights are enforced could not be imposed. Therefore, authorities would be able to achieve individuality by the simple difference of application. The right to freedom from illegal imprisonment is one right that is close to being acceptable internationally. However, across the globe, there are main differences concerning the cultural focus of law. There is individual centred and group centred, That is, in some nations, such as America, the rights of the individual often take precedence over the rights of the group, except where so doing would violate more important rights. However, in China, the rights of the group are considered paramount about individual rights. So imprisonment of one individual is considered better than allowing that individual to interfere with the lives of the group in any way. T herefore, China jails dissenters or removes them from the area where they have â€Å"caused trouble†. Individual freedom of speech is less important than the group freedom from disturbance. So, protecting the rights of immigrants becomes even more difficult globally. One issue is women’s rights. American women take it as a given that a woman should have the right to dress any way she likes, as long as it is not publically lewd or insulting.  Ã‚