Cell Energy Worksheet Essay Sample

What is cell breath and what are its three stages? Cell breath is the methodology by which negatrons are moved between glucose to coenzymes thus to oxygen. NTP is made by the resettlement of negatrons. The terminal result of the technique is the C dioxide and H2O that are discharged as side-effects of the system. The three stages are: glycolysis. citrus acerb musicality. furthermore, electron movement. What is the capacity of glycolysis? Incorporate the reactants and the stocks. Where does it occur? Glycolysis is the sugar parting methodology where the atom is part down the middle outside of the chondriosome. The particle NAD+ gets negatrons and H iotas from the C atom and go NADH. ATP is delivered from the strategy. each piece great as pyruvic corrosive. Glycolysis can occur with or without O. With O it is the principal period of the cell breath. be that as it may, if the strategy is managed without O it is called unsettling. What is the capacity of the citrus extract cadence? Incorporate the reactants and the stocks. Where does it occur? The Citric Acid Cycle begins after the glycolysis beat delivers the ethanoyl bunch CoA compound. The Coenzyme An is expelled and the staying C skeleton is appended to another 4-carbon particle. The new 6-carbon connection discharges C dioxide. Two ATP’s are created during this technique for every atom of glucose. The terminal outcome of the citrus extract beat is 4 CO particles. 6 NADH particles. 2 ATP particles and 2 FADH2 atoms. The technique is segment of the change of carbs. fats. what's more, proteins into C dioxide and H2O ; which is useable vitality. What is the capacity of the negatron movement framework? Incorporate the reactants and the stocks. Where does it occur? The negatron transport is the bringing of negatrons through a connection of negatrons in the film of the chondriosome. Electrons are moved along the connection and as they move along the link they lose vitality. The O an individual inhales pulls negatrons from that connection and H2O is framed as a result of it. The vitality discharged transfers H particles over the film and makes a high H particle nation. The H particles speed through the film and creates ATP. Photosynthesis: What is the general finish of photosynthesis? Photosynthesis is the methodology through which daylight and C dioxide is changed into sugar and O for supplement in workss. The C dioxide is stressed into pores in the foliages and into the cells of the works. The cells channel the C dioxide into the chloroplasts. which convert the noticeable radiation to do C dioxide and H2O into sugar and O. Since photosynthesis simply happens in workss. for what reason is it fundamental to creature life? Through the supplement link. quicken creatures eat works life and expansion nourishments from it for perseverance. In the event that specific enliven creatures couldn’t procure the supplement they need. so the vivify creatures that go after these works feeders wouldn’t have supplement either. Plants are imperative to drawing out life in the supplement connection. Photosynthesis other than helps since O is delivered. which is essential for the greater part of life on Earth. What is the capacity of the light responses? Incorporate the reactants and the stocks. Where does it occur? The light responses are the main proportion of the photosynthesis method by which obvious radiation is consumed into the chloroplasts. Inside the chloroplast. there are straightened sacs called thylakoids. The vitality is changed over into a compound vitality technique. The photosystems. which are made of protein and chlorophyll. picking up control light vitality and are associated by a negatron transport connection. The photosystem assimilates the light vitality and makes the negatrons overly dynamic. The negatrons are supplanted by negatrons striped from H2O and make O. The stimulated negatrons go down the transport framework and let go of vitality that siphons hydrogen particles into the thylakoid. ATP and NADPH are delivered and are utilized to do the sugar in the Calvin musicality. What is the capacity of the Calvin beat? Incorporate the reactants and the stocks. Where does it occur? The Calvin beat takes topographic point in the thick liquid of the chloroplast called the stroma. Carbon dioxide atoms join with RuBP particles. They experience a progression of responses and the sugar particles. called G3Ps. are adjusted go into RuBPs. G3Ps can be utilized to develop glucose or sucrose. Both are kinds of sugars that can be separated into ATP’s vital for works developing or different endeavors. The Calvin cadence is vital for sugar imaginative movement for fuel in the photosynthesis strategy. Rundown: Clarify how photosynthesis and cell breath are connected inside biological systems. Photosynthesis and cell breath both produce atoms that are utilized between techniques. The biological systems need the two techniques in light of the fact that the two strategies cooperate to keep up life voyaging. The cell breath of living beings breathes out C dioxide. which is so utilized by photosynthesis as a fuel to make the O important forever. Visit the NASA site ( hypertext move convention:/information. Gb. National Aeronautics and Space Administration. gov/gistemp/charts/) and explore planetary temperature changes. How has planetary warming influenced by and large temperatures? What impacts do cell breath and photosynthesis have on planetary warming? Worldwide warming is an expansion in mean temperatures over the air. surface and seas around the Earth. At the point when nursery gases trap heat and noticeable radiation. the temperatures over the Earth rise. The biological systems are undermined on the grounds that types of workss and enliven creatures can’t adjust to the lifting temperatures and plug up perishing out. There is an expansion in CO2 gases and the cell breath/photosynthesis forms become imbalanced. For the strategies to work in congruity. both the quicken creatures that breathe out C dioxide and the workss that take the CO2 gas and change over it into O should each piece loan. On the off chance that the workss vanish. the energize creatures will non obtain bounty O to last. On the off chance that a works bites the dust. the vitalize being that eats it will expire thus will the invigorate being that goes after that works feeder. The harmony between cell breath and photosynthesis must be saved. Notices: Around. com. ( 2012 ) . Cell Respiration. Recovered from hypertext move convention:/science. about. com/od/cellularprocesses/a/cellrespiration. htm BioFlix. ( 2008 ) . hypertext move convention:/media. pearsoncmg. com/bc/bc_0media_bio/bioflix/bioflix. htm? eb4respiration [ Multimedia ] . Recovered from BioFlix. SCI230 site. BioFlix. ( 2008 ) . hypertext move convention:/media. pearsoncmg. com/bc/bc_0media_bio/bioflix/bioflix. htm? eb4photosynthesis [ Multimedia ] . Recovered from BioFlix. SCI230 site. GISS Surface Temperature Analysis. ( 2012 ) . Recovered from

Great Beginnings in Pre-School Math

Incredible Beginnings in Pre-School Math Early advancement of number ideas is basic in creating inspirational perspectives about arithmetic at an early age. Extraordinary techniques and exercises will help kids to grow early numeracy aptitudes. These strategies should incorporate the utilization of propelling and drawing in solid materials that kids can control. Little youngsters need to encounter a great deal of doing and saying before composed numerals will sound good to them. As right on time as two years old, numerous youngsters will parrot the words one, two, three, four, five, and so on. In any case, once in a while do they comprehend that the number alludes to a thing or a lot of things. At this stage, youngsters don't have number preservation or number correspondence. How You Can Help Your Child Connecting with kids with an assortment of estimation ideas is an extraordinary beginning. For example, kids appreciate revealing to us that they are greater than their sister or sibling or taller than the light or that they are higher than the dishwasher. Little youngsters will likewise believe that they have more in their cup basically on the grounds that their cup is taller. This kind of language should be advanced and kids need parental direction to help with the misinterpretations of these ideas through experimentation. Having these discussions at shower time is an incredible choice. Take a stab at presenting and utilizing an assortment of plastic chambers, cups, and compartments in the bath with your kid. At this age, observation is the childs manage, they don't have some other methodologies to direct them in figuring out which has pretty much, is heavier or lighter, is greater or littler, and so on. A parent or childcare supplier can give incredible learning encounters to help youthful childrens misguided judgments through play. Characterization is a pre-number idea that youngsters need bunches of experimentation and correspondence with. We order all the time without thinking about what were really doing. We look in files that are ordered or numerically organized, we buy staple goods in zones of nutritional categories, we group to sort clothing, we sort our flatware before taking care of it. Youngsters can profit by an assortment of arrangement exercises which will likewise bolster early numeracy ideas. Order Activities Use squares to connect with small kids to rehash the examples... blue, green, orange, etc.Ask little youngsters to sort the flatware or the clothing dependent on color.Use shapes to urge kids to figure out what comes straightaway... triangle, square, circle, triangle, etc.Ask youngsters to consider all that they can compose with, ride on, that swims, that flies, etc.Ask kids what number of things in the family room are square or round or substantial, etc.Ask them to reveal to you what number of things are made of wood, plastic, metal, etc.Extend grouping exercises to incorporate more than one characteristic (overwhelming and little, or square and smooth and so on.) Before Children Count Kids need to coordinate sets before they will comprehend number preservation and that checking is really alluding to sets of things. Kids are guided by their recognitions. Thus, a youngster may believe that there are a greater number of grapefruits than lemons in a heap because of the genuine size of the heaps and organic product. You should do coordinated coordinating exercises with little youngsters to assist them with creating protection of number. The youngster will move one lemon and you can move the grapefruit. Rehash the procedure with the goal that the youngster can see the quantity of natural products is the equivalent. These encounters should be rehashed regularly in a solid way which empowers the kid to control the things and become occupied with the procedure. More Pre-Number Activities Draw various circles (faces) and put down various catches for eyes. Inquire as to whether there are sufficient eyes for the countenances and how they can discover. Rehash this action for mouths, noses and so forth. Talk regarding more than and not exactly or the same number of as and how might we discover. Use stickers to make designs on a page or characterize them by traits. Orchestrate a column of a set number of stickers, organize a second line with more spaces between the stickers, inquire as to whether there are a similar number of stickers or pretty much. Ask how they can discover, yet dont tally. Match the stickers balanced. Organize things on a plate (toothbrush, brush, spoon, and so forth.) request that the kid turn away, rework the things to check whether they understand the quantity of things is as yet the equivalent or in the event that they think its unique. The Bottom Line You will have given small kids an extraordinary beginning to arithmetic on the off chance that you play out the above movement recommendations before acquainting your youngster with numbers. Its frequently hard to track down business exercises to help arrangement, balanced coordinating, number protection, preservation or the same number of as/more than/equivalent to ideas and you will presumably need to depend on normal toys and family unit things. These ideas underlie the significant numerical ideas that kids will in the end become associated with when they start school.

How to Brainstorm Effectively - Focus

How to Brainstorm Effectively - Focus The ability to generate ideas â€" and implement them efficiently â€" is crucial for the long-term success of businesses, yet few take the time to create a culture that truly fosters creativity and innovation. The first step to establishing such a culture within a professional environment is to learn how to brainstorm effectively. But, before exploring ways in which you can facilitate the perfect brainstorming session, let’s take a quick look at the origin of this popular technique.  Brainstorming originated as a solution to a problem we are all familiar with â€" how do you come up with a unique, novel idea within the context of a professional environment? Advertising executive Alex Osborn felt that the traditional meeting environment suppressed the free flow of original ideas, so, he came up with a strategy that would involve adhering to a set of rules. This would be the catalyst needed in order to create a space where creativity could flourish. This strategy would later become known as brainstorming. Osborns rules restricted judgment, encouraged a high quantity of suggestions, sought collaboration and celebrated bold proposals. While his rules remain at the heart of modern brainstorming, these values have evolved into a variety of techniques and methods. The goal of brainstorming â€" creativity â€" has remained unchanged, but further refinement over the years has allowed businesses to approach the practice from many angles and for a range of purposes. Weve created a guide that includes the six most effective brainstorming techniques, along with practical examples, to equip you for organizing a brainstorming session that can yield the best results. 1. Clarify the Goal Before brainstorming, it’s good to set the focus of the session. Preparation can make sure everyone is on the same wavelength. Whats the ultimate objective of the meeting? Are you developing real solutions for company problems? Setting the focus of the session is simple. As simple as writing a short brief. For instance, if your company is releasing a product later in the year, your brief could be about crafting a memorable, creative strapline. Clarifying your goal in the beginning allows you to track and measure the results afterward. Did you reach your goals? Did you accomplish what you set out to? Then, make sure you post the brief in an accessible place so that everyone can reference it. That gives all team members a reference point and acts as a reminder of the session’s purpose. That way, you can also ensure no one veers off course. Keeping on task is another obstacle you might face, but using an external facilitator or moderator will make sure your group reaches its goals and achieves what it set out to achieve. Look for someone who has experience in facilitating brainstorming sessions. Someone who can trigger productive discussions, steer the group toward a high volume of ideas, in a criticism-free zone. 2. Loosen Up Think of all those times you’ve attended a meeting where the same, predictable course of action has been suggested again and again. Staying in your comfort zone gets in the way of brainstorming. Everyone has the ability to think creatively under the right circumstances. In order to brainstorm successfully, get everyone to loosen up, feel inspired so that the process can take off. So, how do you get a group of colleagues, who only know each other in a professional setting, to loosen up? How can your team prevent corporate protocol from holding them back from exceptional ideas? According to a study from Northwestern, an embarrassing tale is the icebreaker you need. In the experiment, instead of the traditional “I am so-and-so…” introduction, individuals were encouraged to share an embarrassing moment with the group. Afterward, the groups brainstormed. Blush-worthy stories managed to get participants to drop their guards, and this led to 26 percent more ideas than usual. Plus, the range of ideas was broader than usual, with 15 percent more areas of discussion. So, a little uneasiness at the start can help people loosen up and generate an atmosphere where unique thinking can thrive. Start sessions off with unexpected activities to trigger out-of-the-box thinking. 3. Embrace Collaboration Many believe that brainstorming as a group is less productive than as an individual. That’s because group settings have the potential to become chaotic, and, offer spotlight to only the most outspoken members. While there are benefits to separating people, the team dynamic can thrive through collaboration.  Also, building on one anothers ideas can lead to unique results and foster company cohesiveness. But how do you get all individuals to collaborate? Try using good old-fashioned pen and paper. Putting ideas on paper gives everyone an equal opportunity to collaborate, and this can change the success level of the session. Researchers examined this by looking at the order of brainstorming through group and individual writing. One group passed around slips of paper and built ideas together, while the other jotted down their own ideas first. The group that generated ideas together produced a whopping 37 percent more ideas. The results of this study display how collaboration can be profitable when each member of the group has an equal say. You can use a method like this too. Establish equality by facilitating a session where everyone can write down their ideas separately and then discuss them together.   4. Use Limitations It may seem counterintuitive to create a free-flowing environment that fosters creativity and then say, “Wait! Add constraints.” But, restrictions can actually increase creativity and serve as a healthy incentive for inspiration. Set deadlines for your team to finish collecting ideas for instance. Many artistic geniuses and innovators appreciate restrictions in their creative work process. Architect Frank Gehry, who constructed the Guggenheim Museum, let limitations provoke him to craft masterpieces. In the same way, appropriate boundaries can instigate ideas. You could set a time limit for your brainstorm session the pressure will certainly motivate any team  into using imaginative thinking. Time-tracking software like Toggl can provide a helpful boundary for your team and enhance online collaboration sessions. 5. Value Diversity and Individual Input Whilst brainstorming, be sure to prioritize individual perspectives so that you can reap the benefits of divergent thinking. Your biggest assets at a brainstorming session are the minds that are sitting with you. Each persons experience, worldview and background allows them to address a puzzle from a different angle. Fresh ideas from different outlooks, personalities and specialty areas can keep your team from chiming in, Someone else already said my answer. You also have a greater chance of gaining original insight when you value multiple points of view. So, valuing diversity and divergent thinking can yield a wide array of potential solutions. One way to highlight individual thought is through a question-generating technique called framestorming. First, everyone hears a problem that would require a solution. Everyone is then divided into smaller groups. These groups are tasked to come up with questions about the problem (one person records). Each group then finalizes their questions. Next, everyone agrees on the top three questions from the list. The process is complete after a reflection period, and the questions then become actionable projects. 6. Map out Your Ideas Creating a summary of sessions creative outputs and team suggestions makes it easier to spot promising ideas. Actually visually mapping out information can highlight the connection between thoughts and direct your next steps. But how exactly is a visual summary of the session useful? Well, the human retina transmits data at approximately 10 million bits per second, meaning that people receive information by sight quickly. Once data is in a conveyable form, it can lead to decision-making. A strategy called data visualization links separate ideas in a big-picture format. Also, creating a visual record of the session can help you store and manage ideas. If you use a systematic and organized method, you can easily return to these results later. A mind map is the ideal tool to do this because it offers a visual summary. Mind-mapping software can piece together distinct thoughts for your group to observe and build upon.   Facilitate a Profitable Brainstorming Session Nurturing creative thinking is a complex process, but you can stimulate your team by valuing individuals and embracing collaboration. All in all, the key to organizing an effective brainstorming session within a professional environment is to be prepared! Setting your goal for the session helps with your preparation. Make sure that everyone loosens up and use limitations for that added extra little challenge.  Keep a record by mapping out your ideas. And remember, brainstorming is an effective technique to develop ideas, so always keep the environment and atmosphere light-hearted and non-judgmental, that way you ensure the most creative outcome. Unlock your creativity with online mind mapping! Try MindMeister How to Brainstorm Effectively - Focus The ability to generate ideas â€" and implement them efficiently â€" is crucial for the long-term success of businesses, yet few take the time to create a culture that truly fosters creativity and innovation. The first step to establishing such a culture within a professional environment is to learn how to brainstorm effectively. But, before exploring ways in which you can facilitate the perfect brainstorming session, let’s take a quick look at the origin of this popular technique.  Brainstorming originated as a solution to a problem we are all familiar with â€" how do you come up with a unique, novel idea within the context of a professional environment? Advertising executive Alex Osborn felt that the traditional meeting environment suppressed the free flow of original ideas, so, he came up with a strategy that would involve adhering to a set of rules. This would be the catalyst needed in order to create a space where creativity could flourish. This strategy would later become known as brainstorming. Osborns rules restricted judgment, encouraged a high quantity of suggestions, sought collaboration and celebrated bold proposals. While his rules remain at the heart of modern brainstorming, these values have evolved into a variety of techniques and methods. The goal of brainstorming â€" creativity â€" has remained unchanged, but further refinement over the years has allowed businesses to approach the practice from many angles and for a range of purposes. Weve created a guide that includes the six most effective brainstorming techniques, along with practical examples, to equip you for organizing a brainstorming session that can yield the best results. 1. Clarify the Goal Before brainstorming, it’s good to set the focus of the session. Preparation can make sure everyone is on the same wavelength. Whats the ultimate objective of the meeting? Are you developing real solutions for company problems? Setting the focus of the session is simple. As simple as writing a short brief. For instance, if your company is releasing a product later in the year, your brief could be about crafting a memorable, creative strapline. Clarifying your goal in the beginning allows you to track and measure the results afterward. Did you reach your goals? Did you accomplish what you set out to? Then, make sure you post the brief in an accessible place so that everyone can reference it. That gives all team members a reference point and acts as a reminder of the session’s purpose. That way, you can also ensure no one veers off course. Keeping on task is another obstacle you might face, but using an external facilitator or moderator will make sure your group reaches its goals and achieves what it set out to achieve. Look for someone who has experience in facilitating brainstorming sessions. Someone who can trigger productive discussions, steer the group toward a high volume of ideas, in a criticism-free zone. 2. Loosen Up Think of all those times you’ve attended a meeting where the same, predictable course of action has been suggested again and again. Staying in your comfort zone gets in the way of brainstorming. Everyone has the ability to think creatively under the right circumstances. In order to brainstorm successfully, get everyone to loosen up, feel inspired so that the process can take off. So, how do you get a group of colleagues, who only know each other in a professional setting, to loosen up? How can your team prevent corporate protocol from holding them back from exceptional ideas? According to a study from Northwestern, an embarrassing tale is the icebreaker you need. In the experiment, instead of the traditional “I am so-and-so…” introduction, individuals were encouraged to share an embarrassing moment with the group. Afterward, the groups brainstormed. Blush-worthy stories managed to get participants to drop their guards, and this led to 26 percent more ideas than usual. Plus, the range of ideas was broader than usual, with 15 percent more areas of discussion. So, a little uneasiness at the start can help people loosen up and generate an atmosphere where unique thinking can thrive. Start sessions off with unexpected activities to trigger out-of-the-box thinking. 3. Embrace Collaboration Many believe that brainstorming as a group is less productive than as an individual. That’s because group settings have the potential to become chaotic, and, offer spotlight to only the most outspoken members. While there are benefits to separating people, the team dynamic can thrive through collaboration.  Also, building on one anothers ideas can lead to unique results and foster company cohesiveness. But how do you get all individuals to collaborate? Try using good old-fashioned pen and paper. Putting ideas on paper gives everyone an equal opportunity to collaborate, and this can change the success level of the session. Researchers examined this by looking at the order of brainstorming through group and individual writing. One group passed around slips of paper and built ideas together, while the other jotted down their own ideas first. The group that generated ideas together produced a whopping 37 percent more ideas. The results of this study display how collaboration can be profitable when each member of the group has an equal say. You can use a method like this too. Establish equality by facilitating a session where everyone can write down their ideas separately and then discuss them together.   4. Use Limitations It may seem counterintuitive to create a free-flowing environment that fosters creativity and then say, “Wait! Add constraints.” But, restrictions can actually increase creativity and serve as a healthy incentive for inspiration. Set deadlines for your team to finish collecting ideas for instance. Many artistic geniuses and innovators appreciate restrictions in their creative work process. Architect Frank Gehry, who constructed the Guggenheim Museum, let limitations provoke him to craft masterpieces. In the same way, appropriate boundaries can instigate ideas. You could set a time limit for your brainstorm session the pressure will certainly motivate any team  into using imaginative thinking. Time-tracking software like Toggl can provide a helpful boundary for your team and enhance online collaboration sessions. 5. Value Diversity and Individual Input Whilst brainstorming, be sure to prioritize individual perspectives so that you can reap the benefits of divergent thinking. Your biggest assets at a brainstorming session are the minds that are sitting with you. Each persons experience, worldview and background allows them to address a puzzle from a different angle. Fresh ideas from different outlooks, personalities and specialty areas can keep your team from chiming in, Someone else already said my answer. You also have a greater chance of gaining original insight when you value multiple points of view. So, valuing diversity and divergent thinking can yield a wide array of potential solutions. One way to highlight individual thought is through a question-generating technique called framestorming. First, everyone hears a problem that would require a solution. Everyone is then divided into smaller groups. These groups are tasked to come up with questions about the problem (one person records). Each group then finalizes their questions. Next, everyone agrees on the top three questions from the list. The process is complete after a reflection period, and the questions then become actionable projects. 6. Map out Your Ideas Creating a summary of sessions creative outputs and team suggestions makes it easier to spot promising ideas. Actually visually mapping out information can highlight the connection between thoughts and direct your next steps. But how exactly is a visual summary of the session useful? Well, the human retina transmits data at approximately 10 million bits per second, meaning that people receive information by sight quickly. Once data is in a conveyable form, it can lead to decision-making. A strategy called data visualization links separate ideas in a big-picture format. Also, creating a visual record of the session can help you store and manage ideas. If you use a systematic and organized method, you can easily return to these results later. A mind map is the ideal tool to do this because it offers a visual summary. Mind-mapping software can piece together distinct thoughts for your group to observe and build upon.   Facilitate a Profitable Brainstorming Session Nurturing creative thinking is a complex process, but you can stimulate your team by valuing individuals and embracing collaboration. All in all, the key to organizing an effective brainstorming session within a professional environment is to be prepared! Setting your goal for the session helps with your preparation. Make sure that everyone loosens up and use limitations for that added extra little challenge.  Keep a record by mapping out your ideas. And remember, brainstorming is an effective technique to develop ideas, so always keep the environment and atmosphere light-hearted and non-judgmental, that way you ensure the most creative outcome. Unlock your creativity with online mind mapping! Try MindMeister

The Study Of Child Psychopathology - 796 Words

Kim, J., Cicchetti, D. (2009). Longitudinal pathways linking child maltreatment, emotion regulation, peer relations, and psychopathology. Journal of Child Psychology and Psychiatry, 51(6), 706-716. Retrieved from http://onlinelibrary.wiley.com/doi/10.1111/j.1469-7610.2009.02202.x/abstract The study of child psychopathology is a more recent discussion topic among professionals and experts in the psychology field. There have been several studies that support the idea that child psychopathology is an indicator or predictor for long-term mental issues. However, this brings up an important question as to how a child develops psychopathic characteristics. Research suggests that maltreatment affects children’s capabilities of expressing their problems or issues in a healthy manor. Children will tend to have problems with emotional regulation, along with externalizing and internalizing their problems (Kim Cicchetti, 2009, p. 706-707). Without sensitive child-parent interactions, children will lack proper emotional understanding. The inability to regulate emotions has been said to lead to poor social interaction, and furthermore, lead to psychopathology. In order to gain a better understanding of this, experts Jungmeen Kim and Dante Cicchetti conducted a study to dete rmine if maltreatment affected children’s emotional regulation, peer acceptance and rejection, and psychopathology (Kim and Cicchetti, 2009, p. 706-707). 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Leadership Styles and Theories - 2373 Words

Abstract Leadership styles and theories are essential to an organization’s structure, culture, and development. Understanding leadership style can help a company build a foundation that can lead to improved productivity, employee retention, and improved employee relations. This paper will show the leadership style of my former manager and how his leadership influenced job performance, organizational commitment, trust, and decision-making. The goal is to better understand how his transformational leadership style helped improve my leadership and build on the policies and procedures within the organization. In addition, I will include information pertaining to my own leadership assessment as it pertains to do you have what it takes to be†¦show more content†¦Because of the issues the store was experiencing, and staff not properly stocking the store shelves, the CEO informed the store the staff would be either relocated or terminated. Upon receiving word from the CEO, Kurt reques ted a meeting even though he would not be replace, relocated, or fired. In the meeting Kurt asked that the current staff remain in place for 90 days, and if no progress or change occurred after that time he would resign as Store Team Lead. Once the meeting with the CEO finished Kurt called a meeting of all store Executive Team Leads and level III supervisors. In the meeting he told everyone about his conversation with the CEO. He wanted everyone to know his or her jobs were safe. He added, â€Å"The reason I did this is because I believe in all of you. All of you have been working hard to make this store perfect. Unfortunately we have run into a little bad luck. As a team we have developed a plan to address our issues.† He ended the meeting by saying, â€Å"I believe and trust in you, and I hope you believe and trust in me. We can do this, we will succeed.† Organizational Power Leaders can make a difference in an organization, depending on the situation or circumstances. Some leaders possess the â€Å"ability to influence the behavior of others and resist unwanted influence and return† (Colquitt, Lepine, amp; Wesson, 2011, p. 451). Leaders possess a certain type of power, and depending on which power they possess, helps direct theirShow MoreRelatedLeadership Styles And Theories Of Leadership857 Words   |  4 Pagesproject shows that leadership is defined in many ways. Characteristics of a good leader are questionable. Leadership styles and theories, such as servant leadership, collective leadership, and dictatorship vastly differ but still share similar attributes. While servant leadership and collective leadership theories similarly encompass specific attributes, the collective leadership theory still lacks vision and empowerment. Inversely, at the other extreme of leadership theories is dictatorship. UnlikeRead MoreLeadership Theories And Leader ship Styles1512 Words   |  7 Pagesprovide examples surrounding various leadership theories and leadership styles that sustain the definition of a public leader. First, this paper will provide a definition of a public leader. Next, it determine two leadership theories and two leadership styles that support the definition of a public leader. Also, this paper will assess the effectiveness of the two leadership theories. Subsequently, it will assess the effectiveness of the two leadership styles. Further, this paper will utilize properRead MoreLeadership Style And Leadership Theory807 Words   |  4 Pagesresearch conducted on traits, skills, and characters relationships to leadership and followers. The paper discusses the common themes and conclusions addressed in all studies. The articles penned with the intention of examining the impact leadership style and leadership theory in areas such as individual identity, culture, and worldview. Mahdi, Mohd, and Almsafir (2014) argue there is a significantly strong relationship between the leadership behavior and organizational commitment. Also, the paper synthesizesRead MoreThe Theory Of Leadership Styles903 Words   |  4 Pagesphenomenon of leadership is based upon directing, influencing as well as motivating individuals for the purpose of implementing plans as well as running an organization. Leadership styles vary from person to person and is dependent upon the situations that the leader might be faced with (George, Sims, P. Sims, D., 2007). Basically, the leadership styles have been categorized into six types (i.e. commanding, visionary, affiliative, democratic, pacesetting and coaching leadership styles). All theseRead MoreThe Theories Of Leadership Styles1445 Words   |  6 PagesWhen developing a template to assess which leadership styles are best suited to mitigate the effects of a decline in financial compensation, it is imperative to understand leadership theory. One of the first pioneers in lea dership theory was Kurt Lewin. Kurt Lewin (1890–1947), was a prominent figure in psychology in his generation. He provided a solid foundation to the teachings of organizational development. In many circles he was known as the father of organizational development. He was best knownRead MoreThe Theory Of Leadership Styles1649 Words   |  7 Pageshad compassion and a vision for their work and employees. On that note, there are three classical theories of leadership that have developed with the changing time: trait theories, behavioral theories, and contingency theories. In this analysis, I will be describing the theories, as well as the advantages and disadvantages to each. It is also important to question how the post-bureaucratic leadership strategies have changed since the initial bureaucratic era. I have used work by Colbert, Judge, ChoiRead MoreLeadership Styles And Theories Of Leadership Essay873 Words   |  4 PagesGenerally, leadership is the art or process of influe ncing followers and subordinates to achieve the organizational goals. It helps an individuals or a group to identify its goals and assists in achieving the stated goals. Because of importance of leadership all kinds of group action, there are considerable number of researches and theories on leadership and many kinds of leadership styles like Greatman theory, power influence, Trait approach, Behavioral, Situational or Contingency approaches;Read MoreLeadership Styles And Theories Of Leadership876 Words   |  4 Pagesbstract This paper is to define the definition of leadership, and how its breakdown of various leadership styles and theories. I will also focus on more than one leadership style on what is to believe the best aligns thoughts of what leadership should mean. The leadership style is a mixed character of leadership that combines the transformational and servant leadership theories in to Healthcare. An evaluation is made of the learner’s leadership characteristics and how they would enable the learnerRead MoreLeadership Styles And Leadership Theories993 Words   |  4 Pagesto the other two leadership styles, I scored next highest in the delegate category and the least amount in the authoritative category. In this paper I will give a comprehensive overview of leadership styles and leadership management theories and how they relate to my style. Lastly, I will discuss my type of work environment, and three key actions or behaviors that I must demonstrate to be a successful leader. Alignment with management and leadership theories Leadership theories include trait, attitudinalRead MoreLeadership Styles And Theories Of Leadership1386 Words   |  6 PagesLeadership is known as the process of guiding groups, individuals and an organization in the establishment of goals as well as sustaining those goals. The concept of leadership incorporates a diversity of clarifications, leadership styles and theories. While looking at the leaders around us no matter if it’s our president or place of employment, we often find ourselves questioning exactly why these individuals shine in these positions. This essay will detail my leadership in relations of the transformational

The Gifted Children Free Essays

Started in the 1970†³s, America†s Gifted Talented programs are used to enhance the curriculum of students included in either category in order to challenge and strengthen their unique abilities. These students are usually provided a separate class with specialized lessons in all areas and a teacher with a special degree in gifted education. I feel that it is important that the teacher was a gifted student who would know what the students must face as â€Å"above average† members of their school. We will write a custom essay sample on The Gifted Children or any similar topic only for you Order Now The job market for gifted education offers a wide range of opportunity and gifted teachers are needed all over the One of the earliest programs for gifted and talented students was set up in 1974, at The Old Donation Center, in Virginia Beach. Students scoring within the top 3% of students on an assessment test are referred here to be further challenged. These students are considered gifted and have special teachers and classes to promote development of their talents and minds. Programs like this began to pop up around the nation in the 70†³s; however, gifted students were looked down upon by teachers, parents, and peers. Many people considered them to be â€Å"freaks† because they were different. They didn†t understand the implications of the terms â€Å"gifted† and â€Å"talented†. Most people simply expected gifted students to act more mature or to be geniuses, even though gifted students are the same as other children in their needs as human beings. Some gifted students were forced to grow up too fast and some simply ignored the fact that they were smarter than others, thus, they were lost in the shuffle. The irony of it all is that gifted-ness seems to run in families and the children of these repressed gifted students are, themselves, But what exactly is a â€Å"gifted† student? Students (elementary secondary) are given a repertoire of tests. These tests check IQ, psychomotor ability, specific academic aptitude/talent, creative and productive thinking, leadership ability, and skills in the visual and performing arts. The main requirement, the IQ, is tested by a standardized IQ test (remember, however, that IQ tests are not always perfectly accurate). Ratings are given to each bracket of IQ scores: If a student receives a rating of â€Å"gifted† or higher (130+), he/she is considered to be a gifted student and is introduced into the designated programs. These students are given the opportunity to choose classes that are meant to teach them how to use their minds for critical thinking, reasoning, and artistic pursuits. Students in these classes are also exposed to culture, literature, and other subject areas that are not usually covered in what they term â€Å"normal classes†. The gifted classes are mainly in an open format allowing the student to create the parameters of his/her work and allowing them to be creative in their learning experience. Each class is presided-over by a teacher that has specialized degrees in gifted education. Almost every school in the United States has a need for a gifted class, making job opportunities endless; there are never Gifted teachers must have both a degree in education (secondary or elementary) and a degree in special education (gifted). These teachers are individuals that must have stamina, people skills, and open minds. It is also important (to the students) that the teacher himself/herself was also classified as gifted. It sets a common bond, shows them that the teacher understands the problems they face as so-called â€Å"smart kids†. These students are often ridiculed by heir peers and looked-down upon by their teachers. They are often separated from others their age by a barrier that can only be described as their â€Å"intelligence†. This is why, often, gifted teachers have degrees in administration, counseling, or psychology. All teachers that I interviewed told me that a continually upgraded education is a must (as are additional degrees). In order to keep up with the students one must attend seminars, workshops, special classes, etc. There is no end to the amount of education that could help you to understand gifted students and the role of their teacher†. Also, if a teacher has extra educational qualifications, he/she could be asked to step up to the position of administrator or, more often, counselor. This means pay raises. Though the average salary for teachers is approximately $27,500 per year, it is â€Å"a worthwhile undertaking† according to Jane Mansueto, â€Å"It is incredible to work with gifted students. They are incredible! † She went on to remark that it is fascinating to imagine that they are of the same level of intelligence as the teacher and what they must be feeling inside. She feels that the students are not othered by what their peers think, but actually tend to understand that other†s opinions mean little compared to their own. Mrs. Mansueto taught at Elm Grove Middle School for 5 years. She commented on her role as a gifted teacher to consist of â€Å"one part mentorship, one part hardship, and one part friendship†. When asked what kind of hours she keeps, she laughed and asked if she was supposed to have time off. According to Mrs. Mansueto, unlike a â€Å"normal† teacher, a gifted teacher has no books to go by or preset material to teach, or, for that matter, a preset subject to teach. They are given a blank page and, using input from students, must draw up lessons from every subject area and constantly challenge the inquisitive minds of the gifted. Jane Mansueto attended Trinity College where she majored in both elementary education and gifted education. Her favorite part of being a gifted teacher is being with the students, working hand in hand with them to plan and carry out projects and trips. Though the pay is average, and there is not much room to be promoted if you wish to remain in the classroom, gifted teaching has its personal rewards. Jeff Simpleton, a gifted teacher as well as a former gifted student, states, â€Å"I really think that by being gifted, I am in touch with what they have to go through. They know that I can understand. † Mr. Simpleton†s class consists of 6 high school students, who have many problems due to the intelligence barrier and a kind of isolation that has built up over the years between themselves and their classmates. They seem to feel that they have a reputation that they must live up to. The students try to please everyone†¦ they push themselves with sheer motivation and determination and drive. Mr. Simpleton feels that this is â€Å"what makes them so great†. He feels that anyone with a sense of adventure and a need for something new day after day would find teaching a gifted class to be the perfect job for Gifted teachers are important to the development of their students minds. They are understanding individuals who must work hard to make the curriculum interesting and challenging. With the proper education it is possible to go far as a teacher of the gifted. Various Internet sites. No info available for documentation. How to cite The Gifted Children, Papers

Samuel Johnsons deceptively subtle satire The History of Rasselas Prince of Abissinia Essay Example

Samuel Johnsons deceptively subtle satire The History of Rasselas Prince of Abissinia Paper Samuel Johnsons deceptively subtle satire The History of Rasselas Prince of Abissinia depicts Rasselas and his companions in their pursuit of the happiness acquired from the correct choice of life. The narrative consists of an extensive vocabulary, which is conveyed through an elegant style, and is written in the third person, in order to construct the illusion of objectivity and subsequently evoke an intellectual response. One could consider these stylistic devices to produce an instructive and pragmatic moral tale, designed to rectify the belief that ultimate happiness is inherent in life. However, this essay will examine how Johnson challenges our preconceptions of happiness, of the role of the narrator, and of culture and society, through the employment of single faceted characters, frame narrative, and rhetorical language, to imply that the concept of happiness is diverse, that we cannot live by anothers instruction, and that we must dispense time wisely. I also intend to contest Womersleys claim that Johnsons prose avoids dogmatising, and in contrast submit that he relies upon the assertion of one attitude to induce a variety of responses in us, the reader. Johnson contorts our conceptualisation of an external narrative voice from the commencement of the novel. The reader is acquainted with the notion of a narrator that controls the narrative discourse, while existing independently from it, but expects an unbiased account from the narrator, which is not delivered. Ye who listen with credulity to the whispers of fancy, and persue with eagerness the phantoms of hope; who expect that age will perform the promises of youth, and that the deficiencies of the present day will be supplied by the morrow; attend to the history of Rasselas prince of Abissinia. We will write a custom essay sample on Samuel Johnsons deceptively subtle satire The History of Rasselas Prince of Abissinia specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Samuel Johnsons deceptively subtle satire The History of Rasselas Prince of Abissinia specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Samuel Johnsons deceptively subtle satire The History of Rasselas Prince of Abissinia specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Johnsons rhetorical use of language in this paragraph creates a rhythm, which emphasises nouns such as phantoms, and the onomatopoeic whispers, to convey insubstantiality and diminish the meaning of the word promises. The tone created y the hard consonance of ps and ds is derisory, and leaves the words hope and youth unstressed, which can be interpreted as bitterness, lamentation, or simple wistfulness. The direct address of the pronoun Ye, has an interrogative undertone, and implicates the reader in the criticism, suggesting that as the story is being related for our benefit, attentiveness is necessary. The condemnation of the reader becomes more pronounced through the realisation that we, like Rasselas, are captivated by the inferred insight and the conviction of an oratory that lacks substance. By examining the first paragraph more thoroughly, one acknowledges that as there is no justification to accept the narrators disparagements, and that as each line merely echoes the preceding implication, the inclination to concur depreciates. Therefore, an attentiveness to Johnsons style alters the readers perspective of a narrator, and conveys that it is not mandatory to attribute authority automatically to someone because of a preconception, as we are all limited by our experiences. The consequence of this revelation is that as the wisdom that can be attained is restricted, and as we cannot live passively, we must direct our conduct according our own decisions. It could be argued that this limitation of his wisdom invalidates his moral claims, however Johnsons style implies that their definition must be adjusted from righteous instructions, to considered suggestions that we are at liberty to accept or disregard. Johnsons style, although eloquent, is deceptively simple and generally does not bombard the reader with a succession of stylistic devices, such as simile and metaphor. This style induces an initial sense of objectivity while we formulate opinions on the ventures and conclusions of the characters, and our role as a spectator is enhanced by Johnsons choice to place the tale outside of Europe. One purpose for this decision is that at the time of writing the British Empire was still thriving, and Europe was considered a place of cultural refinement and erudition, so by setting his moral tale in a society that the reader only associates with spaciousness and romance, and deems unsophisticated, we are not threatened or offended at the disclosed observations. However, one criticism is that Johnson displays ignorance to other cultures in expecting the flaws of one society to be present in another, while a modern reader may contest the assumption that they share the views of a reader in Georgian society. Yet the application of simple style alludes to a sense commonality, and suggests that every society, despite the diversity, possesses deficiencies, and that these particular defects have been chosen because he is satirising his and the readers society. Johnson provides comfort in our objectivity and permits us to establish our perceptions before challenges them. His first attack is upon our discernment of Abissinia, by altering the fundamental premises through his description of the happy valley: surrounded on every side by mountains From the mountains on every side, rivulets descended that filled all the valley with verdure and fertility. The style is simple, which means that, although one can obtain many intentions from the content, there is at least one common interpretation for each individual. The impression of spaciousness is diminished as the repetition of every side conjures the image of imprisonment; the connotation is that the valley and its inhabitants like the citizens of the British Isles would perish without the external influences from which it protects itself. Johnson facilitates the transference of criticism to the reader by coaxing us to affiliate ourselves with the main characters, which are assigned the distinction of intellectuals and royalty although it is a notably powerless station, such a prince fourth in line for the throne. Despite this impotence, throughout the work they are often presented by their titles, such as the prince, yet it is also the way many characters are described, for example, the poet, and the hermit, to establish the sense of a manifestation of lifestyles and attitudes rather than actual people. This postulation is accentuated by attentiveness to the speech of the characters as, despite background and rank, each has been prescribed with a similar articulate expression. To him that lives well, answered the hermit, every form of life is good; nor can I give any other rule for choice, than to remove from all apparent evil. Johnson manipulates the syntax of each characters speech, placing the name of the generic group in this instance the hermit within their speech, to construct the impression that although their label and their attitude restricts them, they also constitutes their lives. The exploitation of syntax conveys that immediate awareness of which character is speaking is incons equential, as the value lies in the attitude. The reader is informed that the hermit has existed in solitude for fifteen years, but knows little of his previous station, yet he is assigned proverbial speech, established through simple, monosyllabic words with soft consonants and elongated vowel sounds. Johnsons choice to attribute the characters with similar speech could be interpreted as a limitation on his ability as a writer; however, the moral aspect of the narrative suggests that the intended effect is that all opinions are equal. Yet, there is an apparent contradiction, as the speech reflects the style in all other areas of the narrative, and when a characters behaviour is deemed worthless, their discourse is omitted, for example the men of spirit and gaiety. Rasselas considers himself as a sage man, and when confronted with people who are not like-minded, he dismisses them, in the same way that the narrator excludes their conversation from the narrative. Johnson provides objectivity through his simple style and basic generalisations in order to scrutinise the manner in which we utilise it. He illustrates the difficulty in understanding anything transcending our experience as no amount of research or observation can provide an accurate grasp of anothers lifestyle. For example, the prosperous Rasselas is incapable of entirely appreciating the ordeal of a striving impoverished merchants son. Yet, although we do not share the conditions of another, it is implied that we should respect it, rather than dismiss it or impress opinions upon it, as more than one manner of living exists and we each follow our own. The first impression of the work is that it complies with the style of a traditional eastern tale, through the utilisation of a frame narrative; however, by removing the luxury of an entirely resolved conclusion it parodys tradition, and consequently condemns the tendency of writers to provide a single solution when considering a subject as varied as life. It has been suggested by J. P Hardy that Johnsons conclusion enforces the realisation that no such happiness exists1, which through a succession of miserable depictions of the human condition, is arguably an accurate description. Yet, although Johnson challenges the concept of a conclusion through the apparition of a negligible achievement, it is feasible that by understanding that there is not one perfect way to live, and by adopting veneration for the diversity of conduct, while being at peace with ones own, one attains a happy conclusion. The vital aspect of the narrative is that despite the postulations of critics such as David Womersley, that suggest that Johnsons prose is restless, and is always alert to the vanity of dogmatising, it is inescapable that Johnson has used symbolic characters to represented a single, and unfavourable, facet of the human condition. However, in Womersleys favour, by dogmatically pursuing several desolate resolutions, Johnson excites the intellect of the individual reader, and provides us the freedom to interpret the determine of the seemingly desolate narrative. The messages contained within the narrative are suggestions, and therefore the conclusion must be considered as an option rather than a moral truth, hence reactions will vary from compliance, to possibly constructive rebellion. For example, Rosa Parks, who in 1955 refused to give up her seat on the bus to a white man, at a time when black Americans were fighting for civil rights, proving how nonconformity can benefit society, and denying the sentiment that we must be content in our lives and not pursue greater happiness. The technique of frame narrative is combined with subtle repetition, semi-episodic chapters titled to disclose the proceeding information and a unique exploitation of syntax, to manipulate and comment upon the internal and external passage of time. Johnson constructs a conflict between the movement of the narrative and the narrative discourse. One example is when Rasselas is pending the completion of the wings: Thus passed twenty months of the life of Rasselas. The line appears succinct as it is littered with many monosyllabic words, and in comparison to other more elongated sentences attains the illusion of brevity, communicating the rapidity with which time can disappear unheeded. However, the repetition of the prefix of, the extended vowels sounds, and the sibilance, lengthen the line, assisting the notion that a significant measure of time is often spent without achievement. This concept is enhanced when one considers that throughout the narrative the present is filled with reflection upon the past, and lamentation of the misappropriation of time and opportunity. One example of this irony is when Rasselas wastes several hours grieving over lost time: I have lost that which can never be restored: I have seen the sun rise and set for twenty months, an idle gazer on the light of heaven: In this time the birds have left the nest of their mother, and committed themselves to the woods and to the skies: the kid has forsaken the teat and learned by degrees to climb the rocks in quest of independent sustenance. I only have made no advances. The reoccurrence of the pronoun I and the conjunction and, compounded with intentionally clichi d metaphors that reiterate the sentiment that a long time has passed, inspire annoyance towards his pathetic self-involvement, rather than pity. Through this meditation, one becomes aware of the significance imposed on the past and the future, for example when Lady Pekuah is missing, the princess uses her time to remember her, and anticipate the satisfaction of retrieving her. The readers appreciation of the vice of misspent time induces the realisation that we are implicated. To realise wholly this implication, Johnson uses titled semi-episodic chapters give the initial impression that they are designed to eradicate the anticipation to allow the us to reader more conscientiously, for example, Description of a palace in a valley. One interpretation of these titles is that life is a series of definable events, and displays the negligible achievements that we perceive as significant, such as The prince continues to grieve and muse. However, another interpretation is that the present is deemphasised, as the reader is conscious of the subject of the chapter, and explains the human condition as a succession of reflection and expectations. The reader is forced to realise that we reflect the behaviour of the characters, when we read a narrative we are not always concerned with what is occurring, only where it will lead and how it will end. The preceding level of understanding is that we are diverting ourselves from life by attempting to gain wisdom from a work of fiction. Johnsons style requires great attentiveness, but by succeeding in this endeavour, we display aversion to the present, by using time to uncover concepts that would have obtained through living, rather than passively and academically assimilating how to live. In one respect Rasselas is a narrative concerning the right of passage of a nai ve prince, in another it is a realistic morality tale, providing a conclusion to portray the inevitable disappoint of idealistic dreams. However, through attentiveness to Johnsons style the central message is not to live passively and to respect the gift of time by employing it efficiently. These suggestions are implied subtly, as he initial gives us objectivity through third person narration, frame narrative, single facetted characters, setting, and to an extent, through his simple, eloquent language. Yet, closer inspection reveals that the narrator is unreliable, through the dogmatic attitude conveyed through rhetorical language, and therefore the sentiment conveyed is one interpretation of the diverse nature of life and happiness, that cannot be dictated to us by others, and that we are not entitled to judge. The imparted advice that we must respect the gift of time is accomplished by leading us to acknowledge this folly in the characters, then as the achievement is only recognisable through attention to his style illuminates the irony that although we condemn their folly, we are guilty of wasting time, and displaying credulity towards the mere implication of insight. These conclusions insinuate his work to be a reflection of life rather than a method of guidance. Johnson expects each reader to bring individual experience, attitudes, and preconceptions to the reading of his work, and allows the interpretations to vary and to influence accordingly. Therefore, although it is established that each aspect of his style implies a message, and attentiveness towards it and provides greater understanding of the meaning, it is not possible to determine what this meaning is as the essence of the implications is that every individual lives his life in the same manner in which he interprets a novel: differently.

Global Marketing and RD Essays

Global Marketing and RD Essays Global Marketing and RD Paper Global Marketing and RD Paper Global Marketing and R D Chapter Outline OPENING CASE: Dove – Building a Global Brand INTRODUCTION THE GLOBALIZATION OF MARKETS AND BRANDS MARKET SEGMENTATION Management Focus: Marketing to Black Brazil PRODUCT ATTRIBUTES Cultural Differences Economic Development Product and Technical Standards DISTRIBUTION STRATEGY Differences between Countries Choosing a Distribution Strategy COMMUNICATION STRATEGY Barriers to International Communication Management Focus: Overcoming Cultural Barriers to Selling Tampons Push Versus Pull Strategies Management Focus: Unilever- Selling to India’s Poor Global Advertising PRICING STRATEGY Price Discrimination Strategic Pricing Regulatory Influences on Prices CONFIGURING THE MARKETING MIX Management Focus: Castor Oil in Vietnam NEW PRODUCT DEVELOPMENT The Location of RD Integrating RD, Marketing, and Production Cross-Functional Teams Building Global RD Capabilities SUMMARY CRITICAL THINKING AND DISCUSSION QUESTIONS CLOSING CASE: Levi Strauss Goes Local Learning Objectives 1. Explain why it might make sense to vary the attributes of a product from country to country. 2. Articulate why and how a firms distribution system might vary among countries. . Identify why and how advertising and promotional strategies might vary among countries. 4. Explain why and how a firms pricing strategy might vary among countries. 5. Discuss how the globalization of the world economy is affecting new-product development within the international business firm Chapter Summary This chapter focuses on the marketing and RD activities of global firms. The chapter begins with a re view of the four elements that constitute a firms marketing mix: product attributes, distribution strategy, communication strategy, and pricing strategy. : A firms marketing mix is the set of choice that if offers its customers. Many firms vary their marketing mix from country to country depending on differences in cultures, levels of economic development, product and technical standards, the availability of distribution channels, and so forth. The chapter discusses the strategic implications of each element of the marketing mix for an international firm. The link between marketing and RD is also discussed. The author stresses the point that selling a product on a global scale may require that a firm vary its products from country to country to satisfy local preferences. This may require a firm to establish RD centers in different parts of the world, and closely link RD and marketing in each region to ensure that the company is producing products that its overseas customers will buy. Opening Case: Dove – Building a Global Brand Summary The opening case explores how Unilever’s reconfigured its marketing mix for its Dove brand. Historically, Unilever had customized its products and marketing campaigns for each market, a strategy that not only resulted in duplication of effort, but also in organizational complexity. In 2003, Unilever shifted its strategy to develop a more globally standardized approach for Dove. The company now uses a basic message for the brand, and allows some customization at the local level. Discussion of the case can begin with the following questions: QUESTION 1: How would you describe Unilever’s approach to international markets prior to 2003? What were the advantages of this strategy? What were the drawbacks of this approach? ANSWER 1: Prior to 2003, Unilever more or less approached each market individually. The company often developed entirely different products and marketing campaigns for each market. In India for example, the company developed a shampoo designed to clean hair that had been oiled. But it also developed entirely different products for both Hong Kong and China. This strategy of customizing products, packaging, and messages to individual markets while allowing the firm to cater to the individual needs of customers also led to high costs, complexity, and confusion within the organization. QUESTION 2: In 2003, Unilever adopted its Real Beauty strategy. Explain how this new strategy differed from its traditional approach to foreign markets? How should this new approach help Unilever’s international sales? ANSWER 2: Unilever’s Real Beauty strategy involved establishing a basic product and message that could be used across several markets, but that allowed for tweaking at the local level. So, rather than developing a Dove shampoo and message for the Indian market, and for the Chinese market, and so on, the company used a basic message that Dove stood for the beauty of all women, and then the product and message was adapted to local markets. So, while the basic message is the same, in the Latin America, ads might show women touching each other, but in the United States, the ad might show women standing apart from each other. Moreover, the Real Beauty message was carried through other products like body gels and skin creams allowing Unilever to further reduce its costs. So far, the new strategy seems to be working. Dove is now a leading brand in the global market place. Teaching Tip: To see learn more about Unilever’s international operations and its Real Beauty strategy, go to { unilever. com/}. Lecture Note: To extend this discussion to Unilever’s efforts to market a new shampoo in several countries, go to { businessweek. om/globalbiz/content/feb2008/gb20080215_454648. htm? chan=search}. Chapter Outline with Lecture Notes, Video Notes, and Teaching Tips INTRODUCTION A) This chapter explores how an international business can perform marketing and RD activities to reduce the costs of value creation and add value by better serving customer needs. B) The tension that exists in most international businesses between the need to reduce costs and the need to be responsive to local conditions is pa rticularly predominant in this chapter as we look at the development and marketing of products C) The four elements that constitute a firm’s marketing mix, or set of choices the firm offers to its targeted markets, are product attributes, distribution strategy, communication strategy, and pricing strategy. THE GLOBALIZATION OF MARKETS AND BRANDS A) Theodore Levitt wrote lyrically about the globalization of world markets. Levitt’s arguments are worth quoting at some length since they have become something of a lightening rod for the debate about the extent of globalization. B) The current consensus among academics is that although the world is moving towards global markets, the continuing persistence of cultural and economic differences among nations acts as a major brake on any trend toward global consumer tastes and preferences. In addition, trade barriers and differences in product and technical standards also constrain a firms ability to sell a standardized product to a global market. Teaching Tip: Some firms area in the business of helping firms go global. One example is Global Reach { glreach. com/eng/intltrade/index. hp3} which focuses on international Internet marketing. MARKET SEGMENTATION A) Market segmentation refers to identifying distinct groups of consumers whose purchasing behavior differs from others in important ways. Firms must adjust their marketing mix from segment to segment. The goal is to optimize the fit between the purchasing behavior of consumers in a given segment and the marketing mix. B) International managers need to consi der the existence of segments that transcend national borders and understand differences across countries in the structure of segments. C) For a segment to transcend national borders, consumers in that segment must have some compelling similarities that lead to similarities in purchasing behavior. D) Where such similarities do not exist, there must be some customization if the firm is to maximize performance in the market. This customization may be in the product, the packaging, or simply the way in which the product is marketed. E) Global market segments are much more likely to exist in industrial products (e. g. , memory chips, chemical products, and corporate bonds) than in consumer products. Management Focus: Marketing to Black Brazil Summary This feature explores how companies are marketing to Brazil’s black population. Although Brazil is home to a sizable racial minority, to date companies have essentially ignored the market segment. Now however, companies are beginning to target the group using products and promotions specifically developed for the market. Discussion of the feature can begin with the following questions: Suggested Discussion Questions 1. Describe the differences between the black population in the United States and the black population in Brazil. What are the implications of these differences for the Brazilian culture as a whole? Discussion Points: Racial discrimination in the United States has made the country’s black population an identifiable subculture. In contrast, in Brazil racism has been more subtle, and the black population has not been excluded in the manner found in the United States. In fact, Brazil has encouraged marriages between blacks and whites. In the end, most African-Brazilians think of themselves as part of a culture that transcends race, rather than as black or white. Most students will probably suggest that this attitude promotes a more cohesive culture where biases toward or against certain groups are not prevalent. 2. How has Unilever targeted the black population in Brazil? How does the company’s strategy in Brazil differ from its strategy in other countries? What does your response tell you about Unilever’s overall global marketing strategy? Discussion Points: Because Brazil’s blacks think of themselves as falling into a range of skin tones, rather than being simply black, Unilever’s approach to the Brazilian market has been to target the entire population rather than certain segments. The company’s advertisements show people with different skin tones, not just blacks or whites, and its products are labeled as being for tan and black people so as to cover a greater range of consumers. Students will probably note that this strategy indicates that Unilever is using a localization approach for its marketing. Teaching Tip: Unilever’s web site { unilever. com/} is an interesting one to visit. You can click on countries and brands to see how the company sells its products in different markets. Lecture Note: To extend this discussion to include some of Unilever’s other efforts in foreign markets, consider { usinessweek. com/globalbiz/content/sep2007/gb20070926_123492. htm? chan=search} and { businessweek. com/globalbiz/content/aug2007/gb20070824_230078. htm? chan=search}. ? PRODUCT ATTRIBUTES A) Products sell well when their attributes match consumer needs. If consumer needs were the same the world over, a firm could simply sell the same product world wide. But consumer needs vary from country to country depending on culture and the level of economic development. In addition, firms are limited by countries differing product standards. Cultural Differences B) Countries differ along a whole range of cultural dimensions, including tradition, social structure, language, religion, and education. At the same time, there is some evidence of the trends Levitt talked about. Tastes and preferences are becoming more cosmopolitan. Economic Development C) Just as important as differences in culture are differences in the level of economic development. Firms based in highly developed countries tend to build a lot of extra performance attributes into their products. Consumers in less developed nations do not usually demand these extra attributes, instead the preference is for more basic products. Product and Technical Standards D) Notwithstanding the forces that are creating some convergence of consumer tastes and preferences, Levitts vision of global markets may still be a long way off due to national differences in product and technological standards. DISTRIBUTION STRATEGY A) A critical element of a firms marketing mix is its distribution strategy, the means it chooses for delivering the product to the consumer. B) Figure 15. 1 in the text illustrates a typical distribution system consisting of a channel that includes a wholesale distributor and a retailer. If the firm manufactures it product in the particular country, it can sell directly to the consumer, to the retailer, or to the wholesaler. The same options are available to a firm that manufacturers outside the country. Differences between Countries C) The four main differences between distribution systems are retail concentration, channel length, channel exclusivity, and channel quality. Retail Concentration D) In some countries the retail system is very concentrated, whereas in other countries it is fragmented. In a concentrated retail system, a few retailers supply most of the market. A fragmented retail system is one in which there are many retailers, no one of which has a major share of the market. Channel Length E) Channel length refers to the number of intermediaries between the producer and the consumer. If the producer sells directly to the consumer, the channel is very short. If the producer sells through an import agent, a wholesaler, and a retailer, a longer channel exists. F) In recent years, the Internet has helped to shorten channels as has the entry of large discount retailers to some markets. Channel Exclusivity G) An exclusive distribution channel is one that is difficult for outsiders to access. Japans system is often held up as an example of a very exclusive system. Channel Quality H) Channel quality refers to the expertise, competencies, and skills of established retailers in a nation, and their ability to sell and support the products of international businesses. The quality of retailers is good in most developed countries, but is variable at best in emerging markets and less developed countries. Choosing a Distribution Strategy I) The choice of distribution strategy determines which channel the firm will use to reach potential consumers. Since each intermediary in a channel adds its own markup to the product, there is generally a critical link between channel length and the firms profit margin. J) A long channel also has benefits. One benefit of using a longer channel is that it economizes on selling costs when the retail sector is very fragmented. Another benefit is increased market access. COMMUNICATION STRATEGY A) Another critical element in the marketing mix is communicating the attributes of the product to prospective customers. A number of communication channels are available to a firm. They include direct selling, sales promotion, direct marketing, and advertising. B) A firms communications strategy is partly defined by its choice of channel. Barriers to International Communication C) International communication occurs whenever a firm uses a marketing message to sell its products in another country. The effectiveness of a firms international communication can be jeopardized by three potentially critical variables: cultural barriers, source effects, and noise levels. Cultural Barriers D) Cultural barriers can make it difficult to communicate messages across cultures. The best way for a firm to overcome cultural barriers is to develop cross-cultural literacy. Source and Country of Origin Effects E) Source effects occur when the receiver of the message (the potential consumer) evaluates the message based upon the status or image of the sender. Source effects can be either positive or negative. A subset of source effects is referred to as country of origin effects (the extent to which the place of manufacturing influences product evaluations). Lecture Note: The class can be stimulated to think of some positive and negative source effects (German autos vs. German wine, Italian cuisine vs. British cuisine). Noise Levels F) Noise tends to reduce the chance of effective communication. In this context, noise refers to the amount of other messages that are competing for a potential consumers attention. Management Focus: Overcoming Cultural Barriers to Selling Tampons Summary This feature examines Procter Gamble’s (PG) efforts to bring tampons to the world. After purchasing Tambrands in 1997, PG found that marketing strategies that were successful in the United States failed to generate sales in many other parts of the world. PG, in an effort to reach new customers, has developed a new marketing strategy that is based on direct selling and relationship marketing. The strategy is currently being tested in Mexico, and if successful, will be implemented in other South American markets. Discussion of the feature can begin with the following questions: Suggested Discussion Questions 1. How has culture affected PG’s efforts to sell tampons around the world? Discussion Points: Culture has played a significant role in PG’s effort to sell tampons. While tampons are commonly used in North America and much of northwestern Europe, sales are almost nonexistent in other parts of the world. Many cultures link the use of tampons with a loss of virginity. The company has been forced to take a personal approach to marketing, and include education as part of its strategy. 2. PG has resorted to direct selling and relationship marketing to sell tampons. In your opinion, would these methods work in the United States? Why or why not? Discussion Points: Most students would probably argue that direct selling and relationship marketing would not be necessary in the United States where tampon usage is already high. Teaching Tip: To further explore Procter Gamble’s international marketing efforts, go to { pg. com/en_US/index. html}, and click on â€Å"PG Global Operations. † To see how PG changes its marketing mix across countries, click on several countries and follow a few products. Push versus Pull Strategies G) The main choice with regard to communication strategy is between a push strategy and a pull strategy. A push strategy emphasizes personnel selling whereas a pull strategy emphasizes mass media advertising. The choice be tween push and pull strategies depends upon product type and consumer sophistication, channel length, and media availability. Product Type and Consumer Sophistication ? H) A pull strategy is generally favored by firms in consumer goods industries that are trying to sell to a large segment of the market. In contrast, firms that sell industrial products or other complex products favor a push strategy. Channel Length I) Using direct selling to push a product through many layers of a distribution channel can be very expensive. In such circumstances, a firm may try to pull its product through the channels by using mass advertising to create consumer demand. Media Availability J) A pull strategy relies on access to advertising media. A push strategy is more attractive when access to mass media is limited. Video Note: China now has more Internet users than any other nation in the world – a situation which is sure to attract the attention of many companies that market or advertise their products using this medium. However, as the iGlobe Growing Internet Use in China Reflects Changing Society points out, Internet users in China tend to be quite different from Internet users in other countries like the United States. The Push-Pull Mix K) Push strategies tend to be emphasized more in the following circumstances: for industrial products and/or complex new products, when distribution channels are short, and when few print or electronic media are available. L) Pull strategies tend to be emphasized more in the following circumstances: for consumer goods products, when distribution channels are long, and when sufficient print and electronic media are available to carry the marketing message. Management Focus: Unilever- Selling to India’s Poor Summary This feature explores Unilever ’s innovative global marketing strategy. Unilever maintains a substantial presence in many of the world’s poorer nations where low-income levels, unsophisticated consumers, illiteracy, a fragmented retail distribution system, and unpaved roads make marketing difficult. Still, the company has managed to succeed thanks to its efforts to customize its marketing strategy to the local market. Discussion of the feature can begin with the following questions: ? Suggested Discussion Questions 1. Discuss the effects of India’s culture on each of the components of Unilever’s marketing strategy. What can Unilever learn from its experiences in India? Discussion Points: In India, Unilever faces numerous challenges to its marketing strategy. Income levels are low, consumers are unsophisticated and illiterate, the retail distribution system is fragmented, and the road system is poor. However, by adapting to the environment, Unilever has built a small, but successful business in the country. Because most consumers do not have access to television, the company posts advertisements in common meeting areas such as village wells and marketplaces. The company also takes part in weekly markets where it not only sells its products, but it also gives away free samples. Unilever has also made a strong effort to fit in with the country’s retail system, and stocks its products in small size packages in about 3 million stores, many of which are very tiny. 2. Is Unilever’s strategy in India a push strategy or a pull strategy? Explain. Discussion Points: Most students will suggest that Unilever’s strategy in India is a push strategy. The country has few mass media options, and consequently has been forced to take a unique approach to developing awareness of its products among consumers. Unilever representatives frequently establish a presence in locations where people tend to congregate such as riverbanks where clothes washing takes place, or the village well or marketplace. Teaching Tip: As noted earlier, Unilever’s web site { unilever. om/}is worth a visit. Go to the company’s Indian site by selecting it from the list available on the homepage and compare the company’s marketing efforts there to the strategy used in other countries. Global Advertising L) In recent years there has been much discussion about the pros and cons of standardized advertising worldwide. For Standardized Advertising M) The suppo rt for global advertising is threefold. 1) It has significant economic advantages. 2) There is the concern that creative talent is scarce and that one large effort to develop a campaign will produce better results than 40 or 50 smaller efforts. ) Brand names are global. Against Standardized Advertising N) There are two main arguments against globally standardized advertising. 1) Cultural differences among nations are such that a message that works in one nation can fail miserably in another. 2) Country differences in advertising regulations may block implementation of standardized advertising. Dealing with Country Differences O) Some firms have been experimenting with tactics that allow them to capture some of the benefits of global standardization while recognizing differences in countries cultural and legal environments. PRICING STRATEGY A) International pricing strategy is an important component of the overall international marketing mix. Issues to consider include the case for pursing price discrimination, strategic pricing, and how regulatory factors influence prices. Price Discrimination B) Price discrimination exists whenever consumers in different countries are charged different prices for the same product. Price discrimination can help a firm to maximize its profits. C) For price discrimination to work the firm must be able to keep national markets separate and different price elasticities of demand must exist in different countries. The price elasticity of demand is a measure of the responsiveness of demand for a product to changes in price. Demand is said to be elastic when a small change in price produces a large change in demand. Demand is inelastic when a large change in price produces only a small change in demand. D) The elasticity of demand is determined by a number of factors, of which income level and competitive conditions are probably the most important. In general, price elasticity tends to be greater in countries with lower income levels and greater numbers of competitors. Strategic Pricing E) The concept of strategic pricing has three aspects, which we will refer to as predatory pricing, multi-point pricing, and experience curve pricing. Predatory Pricing F) Predatory pricing involves using the profit gained in one market to support aggressive pricing in another market. The objective is to drive competitors out of the market. ? Multi-point Pricing Strategy G) Multi-point pricing strategy becomes an issue in those situations where two or more international businesses compete against each in two or more distinct (national) markets. H) The concept of multi-point pricing refers to the fact a firm’s pricing strategy in one market may have an impact on their rival’s pricing strategy in another market. In particular, aggressive pricing in one market may elicit a competitive response from a rival in another market that is important to the firm. I) The managerial message in all of this is that pricing decisions around the world need to be centrally monitored. Experience Curve Pricing J) Many firms pursuing an experience curve pricing strategy on an international scale price low worldwide in an attempt to build global sales volume as rapidly as possible, even if this means taking large losses initially. Firms using experience curve pricing believe that several years in the future, when they have moved down the experience curve, they will be making substantial profits and, moreover, have a cost advantage over less aggressive competitors. Regulatory Influences on Prices K) Firms abilities to engage in either price discrimination or strategic pricing may be limited by national or international regulations. Antidumping Regulations L) Dumping occurs whenever a firm sells a product for a price that is less than the cost of producing it. M) From the perspective of an international business, the important point is that antidumping rules set a floor under export prices and limit firms’ ability to pursue strategic pricing. Competition Policy N) Most industrialized nations have regulations designed to promote competition and to restrict monopoly practices. These regulations can be used to limit the prices that a firm can charge in a given country. CONFIGURING THE MARKETING MIX A) Standardization versus customization is not an all or nothing concept. In reality most firms standardize some things and customize others. When looking at the overall marketing mix and message, one often finds some aspects of standardization and some aspects of customization in all products depending on local requirements and overall cost structures. Management Focus: Castrol Oil in Vietnam Summary This feature focuses on the strategies and experiences of Castrol Oil in marketing its GTX brand of motor oil around the world. Castrol Oil is the lubricants division of the British chemical, oil, and gas concern Burmah Castrol. Castrol Oil’s GTX brand of motor oil is marketed as a premium brand. The feature focuses on the company’s entries into the lubricants markets in Thailand and Vietnam . Castrol has a unique strategy of appealing to consumers who drive motorcycles, in hopes of developing brand loyalty and retaining these customers as their countries develop to the point where cars are more common. This strategy worked well in Thailand, and is currently under way in Vietnam. Discussion of the feature can begin with the following questions: Suggested Discussion Questions 1. In underdeveloped countries like Thailand and Vietnam, the conventional forms of media that are common in developed countries, like glossy print media and television, are often absent. This problem is particularly pronounced in Vietnam. Describe how Castrol Oil overcame this challenge. Does the company’s approach seem prudent to you? Explain your answer. Discussion Points: In Vietnam, Castrol Oil has focused on developing consumer awareness through the use of billboards, bumper stickers, and signs that are displayed at roadside garages and motorcycle cleaning shops. In addition, Vietnam was one of places visited by soccer star David Beckham as part of a global marketing campaign for the company. Students will probably argue that given the lack of alternatives, Castrol Oil has done well with its communications strategy in Vietnam. 2. Would you describe Castrol Oil’s communications strategy in Vietnam as a push or a pull strategy? Explain your answer. Discussion Points: Students will note that a pull strategy generally relies on access to advertising media such as newspapers, magazines, television, radio, and the Internet. Because mass media options are limited in Vietnam, Unilever has turned to alternate communications methods such as stickers, billboards, and gas station signs. Accordingly, students will probably conclude that Castrol Oil is using a push strategy in Vietnam. ? 3. Castrol Oil emphasizes a premium pricing strategy. What elements of the company’s communications and distributions strategies support this premium pricing strategy? Discussion Points: Castrol Oil has priced its product at about three times the cost of cheaper imports from Taiwan and Thailand. Accordingly, the company has developed a slogan that indicates that Castrol Oil is the best quality lubricant in the market. Students will probably note that the company is currently focusing on targeting motorcycle users based on the assumption that consumers in this market will start driving cars when they become more affordable. Teaching Tip: To see more about how Castrol Oil handles its international marketing, go to { castrol. com}and click on the various country options to compare the products and services that are offered in different markets. Lecture Note: To get an applied look at how two companies market their products around the world consider visiting the web sites of Cadbury { cadbury. com/Pages/Home. aspx}and Kraft { kraft. com/default. aspx}. Both companies sells their products in many countries around the world, and by clicking on the various country locations, students can get a feel for which elements of the marketing mix have been standardized, and which have not. NEW PRODUCT DEVELOPMENT A) Firms that successfully develop and market new products can earn enormous returns. Firms to need build close links between RD, marketing, and manufacturing. Video Note: One issue which firms must contend with is protecting their proprietary property. The iGlobe China Rising: Intellectual Piracy in China explores how many companies have been negatively affected by intellectual piracy by China. The Location of RD B) Ideas for new products are simulated by the interactions of scientific research, demand conditions, and competitive conditions. Other things being equal, the rate of new-product development seems to be greater in countries where: )More money is spent on basic and applied research and development. ii)Demand is strong. iii)Consumers are affluent. iv) Competition is intense. Integrating RD, Marketing, and Production C) The need to adequately commercialize new technologies poses special problems in the international business, since commercialization may require different versions of a new product to be produced for different countries. D) A firm’s new product development efforts need to be closely coordinated with the marketing, production, and materials management functions. This integration is critical to making certain that: product development projects are driven by customer needs, new products are designed for ease of manufacture, development costs are kept in check, and time to market is minimized. Cross-Functional Teams E) One means of achieving cross-functional integration is to have cross-functional product development teams. Effective cross functional teams should be led by a heavyweight project manager with status in the organization, include members from all the critical functional areas, have members located together, have clear goals, and have an effective conflict resolution process. Building Global RD Capabilities F) The need to integrate RD and marketing to adequately commercialize new technologies poses special problems in the international business because commercialization may require different versions of a new product to be produced for various countries. G) Integrating RD, marketing, and production in an international business may require RD centers in North America, Asia, and Europe that are closely linked by formal and informal integrating mechanisms with marketing operations in each country in their regions, and with the various manufacturing facilities. H) Some companies allocate product development responsibilities using a global network of RD centers that develop the basic technologies for new products which are then picked up by RD units attached to global product divisions and used to generate new products to serve the global marketplace. Critical Thinking and Discussion Questions 1. Imagine you are the marketing manager for a US manufacturer of disposable diapers. Your firm is considering entering the Brazilian market. Your CEO believes the advertising message that has been effective in the United States will suffice in Brazil. Outline some possible objections to this. Your CEO also believes that the pricing decisions in Brazil can be delegated to local managers. Why might she be wrong? Answer: While babies’ behinds serve the same function in all cultures, and the products technical standards may be similar, sensitivity to bodily functions does vary across cultures. Thus, the advertising message may need to be changed for different attitudes towards what is appropriate advertising. Likewise, where it might be progressive to show an ad with a male changing a diaper in some countries, in other countries this message could be lost or misinterpreted. Another consideration would be the noise level created by the advertising message of competitors products, which may well be different in Brazil. While local demand and price elasticity decisions should play an important role in Brazil, pricing should not be left solely to the discretion of the local managers. Since this is a global business, your firm will likely be competing in Brazil with some of the same competitors as elsewhere. Thus pricing decisions in one country can have an impact on pricing and competition in other markets. Similarly, your firm may want to position and price the brand similarly across different South American countries. 2. Within 20 years we will have seen the emergence of enormous global markets for standardized consumer products. Do you agree with this statement? Justify your answer. Answer: One could either choose to agree or disagree, while the best answer would likely hedge it somewhere in the middle. There are already enormous global markets already for products like Coke and Levis, but it is questionable whether there will ever be a global consumer market for Norwegian lutefisk. More global consumer markets will likely emerge, but there will continue to be national distinctions for many products. Lecture Note: In the fall of 2008, Levi Strauss was set to launch a global marketing campaign for its 501 jeans. 3. You are the marketing manager of a food products company that is considering entering the Indian market. The retail system in India tends to be very fragmented. Also, retailers and wholesalers tend to have long-term ties with Indian food companies, which makes access to distribution channels difficult. What distribution strategy would you advise the company to pursue? Why? Answer: The firm should sell to either wholesalers or import agents. Because the retail system in India is very fragmented, it would be very expensive for the firm to make contact with each individual retailer. As a result, it would be more economical for the firm to sell to wholesalers or import agents. Import agents may have long-term relationships with wholesalers, retailers, and/or other import agents. Similarly, wholesalers may have long-standing relationships with retailers and, therefore, be better able to persuade them to carry the firm’s product than the firm itself would. 4. Price discrimination in indistinguishable from dumping. Discuss the accuracy of this statement? Answer: In some specific instances this statement is correct, but as a general rule it is not. When a firm is pricing lower in a foreign country than it is in its domestic market, it can be difficult to distinguish dumping from price discrimination unless it is clear that the firm is selling at below cost in the foreign market. Yet when costs are reasonably well known and all prices are above these, or if the firm is pricing lower in its domestic market than in foreign markets, it can be reasonably concluded that price discrimination rather than dumping is occurring. . You work for a company that designs and manufactures personal computers. Your company’s RD center is in North Dakota. The computers are manufactured under contract in Taiwan. Marketing strategy is delegated to the heads of three regional groups: a North American group (based in Chicago), a European group (based in Paris), and an Asian group (based in Singapore). Each regio nal group develops the marketing approach within its region. In order of importance, the largest markets for your products are North America, Germany, Britain, China, and Australia. Your company is experiencing problems in its product development and commercialization process. Products are late to market, the manufacturing quality is poor, and costs are higher than projected, and market acceptance of new products is less than hoped for. What might be the source of these problems? How would you fix them? Answer: The dispersion of activities makes sense products are produced in the lowest cost location and marketed by people familiar with local conditions. (The RD in North Dakota must be a historical fluke. Yet this makes the coordination task extremely complex, and information required for successful commercialization is likely not being effectively communicated among all the appropriate people. Greater cross-functional integration in the new product development process should help to improve product development and commercialization. Closing Case: Levi Strauss Goes Local Summary The closing case explores how Levi Strauss, the manufacturer of blue jeans, changed its international marketing strategy to regain its competitiveness in the mid-2000s. Levi Strauss had watched its sales fall from $7. 1 billion in 1996 to just $4 billion in 2004. The company had failed to keep up with changes in the fashion market, and was out of touch with its consumer. A three part turnaround strategy was implemented, and by 2006, the company was beginning to see some improvements. Discussion of the case can begin with the following questions: QUESTION 1: What marketing strategy was Levi Strauss using until the early 2000s? Why did this strategy appear to work for decades? Why was it not working by the 2000s? ANSWER 1: Prior to implementing its turnaround strategy in 2005, Levi Strauss had been selling essentially the same product the same way around the world. The company was able to standardize its marketing mix because differences between markets were not well defined, and it was able to capitalize on its trademark name. However, during the 2000s, competition became more intense, and variations between markets more distinct. Levi Strauss, with its one-size-fits-all approach to markets saw sales drop significantly. QUESTION 2: How would you characterize Levi’s current strategy? What elements of the marketing mix are now changed from nation to nation? ANSWER 2: Most students will probably suggest that Levi Strauss is trying to pursue a transnational strategy that allows it to standardize some parts of the marketing mix, yet gives national managers the ability to tailor other parts of the marketing mix to local markets. One of the first issues Levi Strauss addressed as part of its turnaround strategy was reducing its domestic cost structure. The company closed its remaining domestic factories and shifted production to low cost locations. Levi Strauss also introduced additional products such as its Signature line that could be sold in low priced outlets like Wal-Mart. Finally, the company decentralized its marketing to local managers giving them flexibility to adapt to local market requirements. As part of the new strategy, new styles were introduced to meet differing style preferences. In addition, the company also revamped its promotion to reflect regional differences. Price and distribution were also changed. Pricing is now done on a market-by-market basis according to the competition in each market. QUESTION 3: What are the benefits of Levi’s new marketing strategy? Is there a downside? ANSWER 3: The changes Levi Strauss made to its strategy seem to be working. Growth is expected to be especially strong in developing markets. Most students will probably note that the decision to give national managers more autonomy meant that while the company lost the benefits of economies of scale in advertising and production that it had previously had, consumers’ demands were better met. However, some students may point out that the new strategy means that differences between national markets became are now more pronounced- a change that could be an issue further down the road. QUESTION 4: What does the Levi Strauss story tell you about the â€Å"globalization of markets†? ANSWER 4: Theodore Levitt suggested that consumer tastes and preferences are becoming more global, and that standardized consumer products will become the norm. In fact, Levitt might argue that in the world of blue jeans there are strong similarities in groups such as the teen market that run across national borders. However, he might be surprised to find that strong cultural preferences also seem to exist in the market. For example, Japanese consumers prefer skinny, black jeans, while women from South Africa prefer jeans with a little more room in the backside. Many students might conclude that while there are some similarities in markets, many of the similarities are too broad to allow for a standardized marketing mix around the world. Teaching Tip: To see how the recovery at Levi Strauss has progressed, go to { levistrauss. com/} and click on â€Å"International† then explore the various topics including values and vision, and company transformation. Lecture Note: Levi Strauss seems to be taking a more standardized approach to its marketing campaign. The company began a new campaign in the fall of 2008. More details can be found in the Wall Street Journal July 18, 2008, p. B7 â€Å"Levi’s Marketers Hope One Size Fits All†. Continuous Case Concept As automakers seek to expand their market share in foreign countries, they are challenged by the age-old question of whether they can sell the same model everywhere or whether a new model must be developed to meet the needs of each individual market. Some companies like BMW and Mercedes believed, when they made North American expansion a priority, that they needed to be closer to the market in order to get a real feel for local design preferences, and so consequently moved their production to the United States. Other companies like Hyundai and Kia have established design centers in Germany to take advantage of like minds and knowledge of the local market. Honda is predicting that buyers in India will be more attracted to motorcycles than traditional vehicles. Honda, together with its Indian partner, sold more than 4 million two-wheelers in India in 2007. In Japan, automakers are trying to figure out how to get younger drivers interested in actually owning cars. Japan’s younger generation is seemingly indifferent to the notion of car ownership, preferring instead to spend their money on other things entirely. ? Ask students to discuss how Ted Levitt would view the world’s auto markets. Would he believe that standardization of the marketing mix is possible, why or why not? Did Henry Ford have the right idea (you can buy the car in any color as long as it is black)? Next, develop a list of attributes that might be important in a car. What do Europeans consumers want in a car? How does this compare to the average American or Japanese consumer? For example, does the rugged pick-up truck driver image work in Japan? Does the sleek, powerful European car work in China? Then, consider the notion of a world car- a car that could be successful in any market. What factors could prevent the development of such a product? Consider issues related to culture, distribution, a country’s level of economic development, and so on. Finally, consider mistakes foreign automakers could make when designing their cars for foreign customers. How could the presence of a joint venture partner help the company avoid these mistakes? This exercise can be used as a summary discussion for this chapter, or it can be broken down into segments. For example, the second question of this exercise works well as an introduction to international marketing. The first question can be addressed after discussing the notion of standardization of the marketing mix, and at this point, you might also revisit the second question. Finally, the third question allows you incorporate previous discussion of the benefits of a joint venture to international marketing. globalEDGE Exercises Use the globalEDGE Resource Desk {http://globalEDGE. msu. edu/ResourceDesk/} to complete the following exercises. Exercise 1 You are the marketing manager of a diversified food and beverage company. Preliminary market research indicates that Peru holds significant opportunities for your products. Using an analysis of the Food and beverage industry in Peru that you found on Austrade, the Australian government’s trade portal, prepare a short report identifying the factors that need to be considered when formulating the marketing strategy for this country. Answer: The information can be gathered by searching the phrase â€Å"Austrade† at http://globalEDGE. msu. edu/ResourceDesk/. The Austrade site is found under globalEDGE category â€Å"Research: Multicountry. † Once on the website, click on â€Å"Export Markets† menu and select â€Å"Industries within Countries,†. Then select â€Å"Food and Beverage to Peru. Search Phrase: â€Å"Austrade† Resource Name: Austrade Online Industry and Country Information Website: austrade. gov. au/Industry-overviews/default. aspx globalEDGE Category: â€Å"Industry: Industry Specific† Exercise 2 A. T. Kearney publishes an annual study to help retailers prioritize their global development strateg ies by ranking the retail expansion attractiveness of emerging countries based on a set of criteria. Find the latest version of this Global Retail Development Index. What criteria are used to identify the attractiveness of the retail environment in emerging countries? Are there any countries in the top 10 that surprise you? Answer: The A. T. Kearney report can be accessed by using the search term â€Å"Global Retail Development Index† at http://globalEDGE. msu. edu/ResourceDesk/. The PDF report has the top 30 countries listed. The web page as well as the report describes in detail the criteria used. Search Phrase: â€Å"Global Retail Development Index† Resource Name: A. T. Kearney: The Global Retail Development Index atkearney. com/main. taf? p=5,4,1,131 globalEDGE Category: â€Å"Research: Rankings† Additional Readings and Sources of Information The Arab World Wants its MTV businessweek. com/magazine/content/07_43/b4055067. htm? chan=search Jack Daniel’s International Appeal businessweek. com/innovate/content/oct2007/id20071010_651037. htm? chan=search One World, One Car, One Name businessweek. com/magazine/content/08_12/b4076063825013. htm? chan=search Jaguar: Finally Ready to Roar? businessweek. com/bwdaily/dnflash/content/mar2008/db20080325_325999. htm Avoiding Faux Pas When Exporting businessweek. com/smallbiz/content/jun2007/sb20070627_897013. htm? chan=search