Mass Marketing and Mass Customization Essay

1. Stragetic Marketing In its strategic role, marketing focuses on business’s intentions in a market and the means and timing of realizing those intentions. The strategic role of marketing is quite different from marketing management, which deals with developing, implementing, and directing programs to achieve designated intentions 1.1 Concept of strategic marketing As shown above, the marketing function plays at different levels in the organization. At the corporate level, marketing inputs (competitive analysis, market dynamics, and environmental shifts) are essential for formulating a corporate strategic plan. Marketing represents the boundary between the marketplace and the company, and knowledge of current and emerging happenings in the marketplace are extremely important in any strategic planning exercises. At the other end of the scale, marketing management deals with the formulation and implementation of marketing programs to support the perspectives of strategic marketing, referring to marketing strategy of a product/market. This time, marketing strategy is developed at the business unit level. Marketing’s Role in the Organization Organizational level Role of Marketing Formal Name Corporate Provide customer and competitive perspective for corporate strategic planning Corporate marketing Business unit Assist in the development of strategic perspective of the business unit to direct its future course Strategic marketing Product/market Formulate and implement marketing programs Marketing management Together, the strategic three Cs form the marketing strategy triangle. All  three Cs-customer, corporation, and competition- are dynamic, living creatures with their own objectives to pursue. If what the customer wants doesn’t match the needs of the corporation, the latter’s long-term viability may be at stake. Positive matching of the needs and objectives of customer and corporation is required for a lasting good relationship. But such matching is relative, and if the competition is able to offer a better match, the corporation will be at a disadvantage over time. In other words, the matching of needs between customer and corporation must not only be positive, it must be better or stronger than the match between the customer and the competitor. When the corporation’s approach to their customer is identical to that of the competition, the customer cannot differentiate between them. The result could be a price war that may satisfy the customer’s but not t he corporation’s needs. In summary, marketing strategy, in terms of these three key constituents, must be defined as an endeavor by a corporation to differentiate itself positively from its competitors, using its relative corporate strengths to better satisfy customer needs in a given environmental setting. 1.2 Example for marketing strategy 1.2.1 Around the World There are a lot of corporations succeed in marketing strategy. The most highlight one is Samsung. Just a few years ago Samsung was struggling to catch up in the smartphone market. Now it makes more of them than anybody else and has Apple on the back foot, in addition to being the world’s largest technology company by revenue. Samsung’s aggression has gotten it into trouble in the past, losing a high profile case to Apple for imitating its design. But the reputation hit and the fine were a small price to pay. The company pivots and produces quickly, coming out with a variety of devices. It sees what the market responds to, pushes successes, and kills failures. And now, rather than just providing a cheaper and lesser iPhone, it’s differentiated itself with larger screens, different features, successful marketing, and delivering what consumers want. The Note is a perfect example. The company found through market research that Asian-language speakers in particular wa nted a device that they could hand-write on, because drawing characters is easier with a pen. The result was a combination phone/tablet (â€Å"phablet†) that’s been an unexpected hit. 1.2.2 Vietnam In Vietnam, the marketing strategy has just started in 2006 (as Vietnam joined WTO). Therefore, marketing strategy could count on the fingers of one hand. But there still are some corporations do that. As we know they are ICP, THP, and Vinamilk†¦ To Vinamilk, at the beginning, Vinamilk just paid their intension in distribution. But later, the most important thing that they concerned about is to build the trust and quality (especially after the melamine incident) As the quality is acquired, Vinamilk makes a further step forward in building the trust in their customers. In order to do that, they aim to produce milk from domestic initiative through developing and supporting farmers in their dairy herds. After the melamine incident, it makes a positive impact on Vinamilk. So that Vinamilk can make a further step to increase customers’ awareness in products’ quality. In 2011, Vinamilk went in making trust by cooperating with well-known milk and nutrition research center s. In that way, Vinamilk can be more proactive in meeting the milk and nutrition which suited the Vietnamese. 2. Mass marketing 2.1 Definition Mass marketing is a market strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy. Companies use mass marketing to promote a single product or service to as many people as possible without differentiating how various segments of the market might respond. For example, a fast-food chain might offer the same hamburger promotion at all of its franchises to create a demand for its new product. The idea is to broadcast a message that will reach the largest number of people possible. By reaching the largest audience possible, exposure to the product is maximized. In theory, this would directly correlate with a larger number of sales or buy in to the product. It is the technique of trying to spread our marketing message to anyone and everyone who are willing to listen. It enables us to reach a wide range of services to take any job that comes on our way. Some examples of mass marketing strategies would be direct mail, yellow page ads, billboards, radio ads, free dinner seminars, etc A mass market is a general population which can be targeted at wide for the sales and marketing of a product. A  mass market is broad in nature and is not categorized by demographics. For example – Automobiles – cars and two wheelers, usually target the mass markets with heterogeneous ages, locations and preferences. . However these mass markets can be further diversified into smaller segments. Products which target a mass market generally vary their promotion strategies according to the market. Example – An automobile company or a telecom company targets a mass market. However each individual might have a different preference for automobiles or telecom service providers. Does within the mass market, there exist individual segments. A smart marketer will try to promote his product to the biggest chunk of the mass market. For example – In soft drinks, Pepsi is targeting the youth, but on the other hand coke is targeting whole families through defining values. Thus coke has a bigger market and it is a more widely recognized brand when compared to Pepsi. 2.2 Purpose The purposes of undifferentiated marketing are several. Mass marketing focuses on high sales and low prices. It aims to provide products and services that will appeal to the whole market.It announces the presence of your small business and products to the general public and attracts as many eyes to the brand as possible. By doing so, it allows you to gauge which segments of the market are most interested in your brand and adjust your marketing to target them more specifically. Mass marketing also saves the expense of market research and targeted campaigns by allowing you to reach the market as a whole and fine tune your efforts later on once revenue is comfortably consistent.Henry Ford realized this when he created the Model T. Before him, the automobile was a niche product for the wealthy. Ford developed a vehicle that was accessible to all and made millions. The reason mass marketing strategies work at all is because at any given time, there is approximately 3 percent of the market that is actively looking for what it is you have to offer. For example, 3 percent of people are actively in the market, as we speak, for a new car, a new home or maybe even a new advisor. Mass marketing strategies rely on this 3 percent to give you a return on your investment. To be successful utilizing these strategies, you have to invest a significant amount of time and money upfront to see any response. Many advisors spend a lot of years and money competing with other advisors in their market over this small â€Å"need help now† market. 2.3 Background Mass marketing has its origins in the 1920s with the inception of mass radio use. This gave corporations an opportunity to appeal to a wide variety of potential customers. Due to this, variety marketing had to be changed in order to persuade a wide audience with different needs into buying the same thing. It has developed over the years into a worldwide multi-billion dollar industry. Although sagging in the Great Depression it regained popularity and continued to expand through the 40s and 50s. It slowed during the anti-capitalist movements of the 60’s and 70’s before coming back stronger than before in the 80’s, 90’s and today. These trends are due to corresponding upswings in mass media, the parent of mass marketing. For most of the twentieth century, major consumer-products companies held fast to mass marketing- mass-producing, mass distributing and mass promoting about the same product in about the same way to all consumers. Mass marketing creates the largest potential market, which leads to lowered costs. It is also called overall marketing. 2.4 Products For certain types of widely consumed items such asnecessities, furniture, artwork, automobiles, residential communities, soft drinks and personal computers,†¦mass marketing approach makes the most sense. Typically, things which are perceived to be necessary to the consumer are subject to mass marketing. Resources of mass marketing provide cost-effective marketing solutions for small and micro businesses, including start-ups. For example, toothpaste isn’t marketed to one particular market segment.It is sold in huge quantities. A company or individual who manufactures toothpaste wishes to get more people to buy their particular brand over another. The goal is that when a consumer has the option to select a tube of toothpaste, he would remember the product that was marketed. Often, this type of general appeal is supported by positive, emotional settings, and a great many reinforcers at the point of purchase. Walk through any supermarket, and you will observe hundreds of food products that are perceived as nearly identical by the consumer and are treated as such by the producer, especially generic items. Many mass marketed items are considered staple items. These are items people  are accustomed to buying new when their old ones are used up. Even â€Å"products† like politicians and services from professions such as law, chiropractic and medicine, are subject to mass marketing. A company that sells affordably priced products that appeal to a wide variety of consumers. Mass market retailers are not necessarily known for selling durable, high-quality merchandise or for having exceptional customer service, but they do meet consumers’ wants and needs, at reasonable prices. Examples of mass market retailers include big box stores such as Target, Sam’s Club and Best Buy, as well as brands like Levi Strauss and Gap, and e-retailers like Amazon. Supermarket, drugstore, mass merchandise and warehouse chains, are all considered mass market retailers. 2.5 Shotgun Approach The shotgun theory is an approach of mass marketing. It involves reaching as many people as you can through television, cable and radio. On the Web, it refers to a lot of advertising done through banners to text ads in as many websites as you can, in order to get enough eyeballs that will hopefully turn into sales. An example of shotgun marketing would be to simply place an ad on primetime television, without focusing on any specific group of audience. A shotgun approach increases the odds of hitting a target when it is more difficult to focus. 2.6 Strategy â€Å"All things to all people† It is the technique of trying to spread our marketing message to anyone and everyone who are willing to listen. A truckload of general advertising is done to the mass market in the hope that some of them will hit a target. It enables us to reach a wide range of services to take any job that comes on our way; and ultimately we become a â€Å"jack of all trades and a master of none†. Mass marketing quite simply targets the masses without any concern over addressing different needs and desires of different segments of the population. Mass marketing can be effective for products that are helpful to the majority of people. Advertisers often combine more than one type of ad around a single theme or slogan to help the product become more familiar with consumers. Companies aim mass marketing at the total market for a particular product. With an un-segmented strategy a firm develops a single marketing mix – one combination of product, price, promotion and  distribution. Compan ies that adopt mass marketing take an undifferentiated approach that assume that all customers in the market have similar need and wants that can be reasonably satisfied with a single marketing program. Coca-Cola, for example was available in only one flavor and in one type of bottle. Another example of mass marketing was Henry Ford’s offer to consumers of only one car Model-T in just one color. 2.7 Advantages and disavantages 2.7.1 Advantages Product Life Cycle A mass marketing approach may offer an advantage in cases where a product has reached the end of its life cycle. A product’s life cycle charts its course within a consumer market, from its first appearance on the market to increasing sales followed by its eventual decline in popularity or demand. A decline in sales typically marks the end of a product’s life cycle, regardless of what type of marketing approach you used. At the beginning of the life cycle, businesses may use mass marketing approach to obtain the most sales possible from targeted consumer markets. Once sales start to slow, these marketing approaches show little potential for increasing sales. By using mass marketing approach at the end of a product’s life cycle, businesses may increase the likelihood of sales by making a product available to other market sectors. Economies of scale When applying the mass marketing approach, the companies are able to produce in large scale. This requires that companies have to invest in the modern equipment, improve leadership. Moreover, the production processes need to be standardized in order to gain the economies of scale. For example: Advertising messages by mass media can reach millions of viewers in a single showing, and economies of scale make mass distribution cheaper than regional deliveries Spreading of risk When investment in capital is scattered, the companies can minimize changes of demand. For example, if one segment is crashed, this is likely to be compensated by other segments. Brand awareness and value When applying mass marketing approach, your brand will appear in many segment markets. This will help your company build a strong brand. For example: Hoang Anh Gia Lai has been a wood manufacturing company since 1990. In 2009, this company invested in estate and succeeded quickly thanks to this famous brand 2.7.2 Disadvantage Marketing cost When applying mass marketing approach, companies have to implement the promotion strategies such as: advertising, public relation (PR). For example: when introducing toothpaste product P/S, Unilever implements advertising campaign on national television channels, even on local television channels. According to experts, brands that are as large as P/S, are advertised 30-40 times in a single day on VTV3 channel. The price of a single advertising range is between 7 million vnd to 40 million vnd in accordance with advertising time. It is just a single channel; in fact, P/S has also been advertised on VTV1, VTV2, and many local channels such as DRT†¦ And in addition, Unilever also has to pay for banner cost, labor cost†¦ And P/S is also a single Unilever’s product. Therefore, Unilever spends millions of dollar a day on advertising. Research and development cost and fierce completion Today, technology has become the most important factor in business. This factor is vital factor especially for market leaders. In many cases, the new products of competitor are able to dominate market, even are able to make your products disappear. For example: Kodak is a photography company. While Kodak is competing with Fuji, a photography company from Japan, the invention of digital camera almost makes those companies to be in bankruptcy. Another example, Unilever and many detergent manufacturers are anxious about the invention of ultrasonic washing machine. This may lead to the disappearance of Omo (products of Unilever) Market research cost Today, when the supply of many commodities overcomes the demand, the society changes from manufacturer society to consumptive society. The marketing concept also changes. The manufacturers, now, have to find out the needs of customer, and try to satisfy them. The manufacturers no longer pay attention  about how to find out markets to sell their products, therefore, they try to produce as much as possible. And in order to satisfy diverse needs, companies have to spend much time and money on market research activities such as population census, level of economic growth, demography, culture, polity, national policy†¦ 3 Mass customization 3.1 Definition Mass customization was first popularized in 1993 by B. Joseph Pine II in his book â€Å"Mass Customization – The new Frontier in Business competition† and defined as â€Å"developing, producing, marketing and delivering affordable goods and services with enough variety and customization that nearly everyone finds exactly what they want† Indeed, mass customization did not become a tangible innovative business trend until the second half of the 2000’s thanks to rapid manufacturing and information technologies and more structured customer-manufacturer interaction methods A completed definition appeared. Mass customization, in marketing, manufacturing and management, is the use of flexible computer-aided manufacturing systems to produce custom output. Those systems combine the low unit costs of mass production processes with the flexibility of individual customization. Mass customization has become particularly important within the fashion industry, where ther e is an increasing demand for personalized clothes, handbags, shoes etc. 3.2 Characters of mass customization †¢ It is an evolution of mass production, which seeks to answer customers’ needs, requirements and wishes for having individualized and personalized goods and services. This also implies the production of high quantity at low costs. †¢ It leverages on new information technologies and innovative manufacturing processes to ensure high volumes at low cost; It produces goods and services to meet individual customer’s needs with near mass production efficiency† 3.3 Key success factors of mass customization Customer sensitivity. Refers to customer demands for individualized and customized products, which depends on two main factors: 1) Degree of customer’s sacrifices (how much he is willing to pay and how long he is willing to wait); 2) Firm’s ability to produce according to customer’s  specifications within a reasonable time and cost limits. Process amenability. Manufacturing technology and information technologies must be available for mass customization systems and products must be designed to be customizable. Competitive environment. Market conditions will support competitive environment. Being the first to implement mass customization in a particular industry may lead to gaining competitive advantage but when mass customization becomes more common, there are fewer opportunities to achieve that. Organizational readiness. Organizational readiness refers to the firm’s attitudes, culture and resources. The firm’s management should be open to new ide as and aggressive in competitive advantage and the promotion of a culture through the development of networks, new products and process technologies. 3.4 Example In 1996, Dell drew people’s attention to completely-new computer marketing strategy called â€Å"Build-to-order†: Marketers must first consult with customers to determine their requirements, then realize exactly what customers need and finally, use the information in product design processes. Dell Computer was also eager to use this method very successfully in building a database for their website. They allowed individual customers to assemble and purchase computers and accessories directly via the website www.dell.com. In 2000, Dell’s revenue reached $ 50 million per day. In 2001, Dell surpassed IBM to become the multinational computer technology company having the largest market share in the world. The success of Dell shows trends and demands to shift from mass production to mass customization. A typical example can be found easily through fast food outlets providing â€Å"burger† and chips at a low price. However, until 1995, this model became backward to market growth. Therefore, McDonald’s quickly shifted from mass production to customer requirements. McDonald’s added meatballs, pizza, sandwich, apple pies and ice cream to their menus. Moreover, the menu is suitable for each country and is written in many languages. For example about Big Macs (hamburgers sold by McDonald’s) in India where the majority of people are Islamic, pork is replaced with lamb on the menu, and drinks also diversify with beer and wine beside Coca Cola , Pepsi and 7 Up . The size of the glass also varies by regions: large glasses of water in the U.S. and smaller glasses in Asian countries. The present success of McDonald all  over the world shows a good change in their strategy. 3.5 Advantages and disadvantages 3.5.1 Advantages Benefits to the economy Applying the method â€Å"build to order†, no goods are actually made until the buyers send an order. Unwanted and out-of-date products, which are wasted to our limited resources, are eliminated. Because mass customization uses â€Å"build-to-order†, which requires a very short lead time from the receipt of the customer’s order to the delivery of the product, speedy response and perfect coordination of all types of input is necessary. Therefore, it would be suitable for the company’s functional departments such as procurement, manufacture, assembly and logistics to be addressed which market nears the customer. Specalization will save our resources because it reduces cost and time despite of mass production. Blue-collar workers (people who do physical work in industry) in developed countries will benefit as they have more jobs in their local without going to any far countries. Manufacturers, who always want to sell to large populations of developing countri es, believe that their local subsidiaries are able to independently meet the needs of that market without direct producing from parent company. Therefore, developing economies will also benefit as more knowledge-based jobs moved to their countries. Benefits to manufacturers By applying mass customization and â€Å"build to order† strategies, products are only manufactured when a customer order is received. As nothing is produced until an order is received, there are huge saved successes to be harvested by eliminating of unsold goods, goods in process and raw materials. In the case of Dell, payment is collected upfront when the customised order is received. Therefore, the company’s cash flow position improves and financial risk is reduced. Tseng and Jiao (1996) pointed out that in high volume production; mass production shows an advantage due to the economy of scale. However, with low to medium volume production, where production quantity cannot give remarkable result to buyer’s profits, customers are willing to pay more because their special and divers needs are satisfied. Consequently, small and medium enterprises, that have difficulty achieving economy of  scale, have the most to gain from mass customisation. In taking a custome r order, closed information about the customer’s preferences is collected thus generating a profile of the customer. By keeping profiles of all customers in a database, the company is able to design a â€Å"customised marketing† strategy for each individual customer. More importantly, knowledge of the customer’s profile allows the company to better manage the relationship it has with the customer. This stage also helps the company reduce the cost for market research. Benefits to customers The most obvious benefit to the customers is that goods that can meet the exact needs and wants of an individual are available at prices comparable to those of standard mass produced goods. Fiore et al. (2001) state that in the fashion apparel industry, the process of configuring and designing clothes by themselves proves to be a stimulating experience. The sheer novelty, intriguing application of advanced technology such as body scanning and pleasure from involvement in the creative process may prove as desirable as the apparel itself. As build to order becomes the norm in industry, customers can expect shorter lead-time to delivery. Long wait for goods due to out of stock situation would no longer occur. 3.5.2 Disadvantages Drawbacks for the customers A major concern of customers is whether there would be higher prices for customised product. In short to medium term, pricing would likely be higher than mass produced goods. In the longer term, when mass customisers compete among themselves, prices are expected to fall. A key disadvantage of customised goods is the difficulty in comparing between suppliers. Different suppliers rarely offer the same options for their goods. Therefore, some benefits of sharing information between customers are lost. Consequently, the lack of comparison and competition may result in higher prices for customised products than mass-produce ones. Suppliers are likely to apply value-based pricing rather than cost-based pricing. In value-based pricing, price is set based on the feeling value that customers think about goods. In cost-based pricing, the price is set based on the actual cost of production. However, this disadvantage to the customer is an advantage to the manufacturer who gains a higher profit on customised product. Because the  customer is given multiple choices product, identifying the real cost of the customized product may prove difficult. When the number of product options increases, so does the complexity of cost estimation. To separate the risk of costing, manufacturers may place higher profit on all features of the products. Lack of product knowledge by some customers may result in wrong details and unwanted products. There is also increase in the performance of the customised product due to lack of comparison. Helping customer to learn how to configure the products is an additional unpredicted cost. Entering into the privacy of customers can be a major concern. Personal information is extracted during product detail stage and set database. The information is then sold to other suppliers without previous agreement of the customers; this company may have to be faced with punishment. Drawbacks for manufactures & the economy Although there are many substantial researches into the subject, there are very few actual successful organisations that a working framework can be modelled coherently. A key problem of mass customisation is deciding on the options for customers. Gilmore and Pine (1997a) warned that customisation options should be restricted to limit options for customers to choose, in order to avoid wasteful efforts. Another difficulty is too definite the amount that the customer is willing to pay for functional goods. Mass customisation faces the hard task of changing their organisational structure and culture. When the progress go wrongly, factory productivity and capacity planning can be seriously affected. The complexity of supporting multiple types of product can result in increased cost due to: lower worker, higher machinery cost and higher inventories of goods in process and finished goods. Other concerns are constant re-training demand, production delays and product quality issues. Substanti al investment in information technology is required to create the close relation between all organisation’s value chain and external suppliers and intermediaries. As information technology becomes obsolete (out-of-date) fairly quick, keeping the information infrastructure can increase cost. Approriate market players, whose strategy is to focus on small part of the market, will be the biggest losers. Mass customisation organisations are able to enter all parts of the market, at mass production pricing. Market manufacturers that do not change will not survive. Michael  Cox, chief economist at the Federal Reserve Bank of Dallas, in concurrence with Toffler lamented that â€Å"If you don’t customize, you’re going to lose business in today’s marketplace.† (Wall Street Journal, April 29, 1999, pp. A1). Finally, we may have a remarkable situation, where the market is dominated by a few super efficient mass customisation organisations. Entering into the privacy of customers can be a major concern. Personal information is extracted during product detail stage and set database. The information is then sold to other suppliers without previous agreement of the customers; this company may have to be faced with punishment. 4 Mass Marketing and Mass Customization 1. Goal -to appeal to an entire market, create the largest potential market and reach the highest turnover. -Delivering goods and services at prices low enough that nearly everyone can afford them. -to meet consumers’ diverse and changing needs at near mass production prices. -Delivering affordable goods and services with enough variety and customization that nearly everyone finds exactly what they want. 2. Strategy -using one basic marketing strategy to approach the entire market. -using different methods designed to target each specific population segment. Because Mass Marketing is a market coverage technique that does not distinguish or recognize any substantial differences between customer segments, it only use one basic marketing (single marketing mix) strategy by utilizing mass distribution and mass promotion to appeal the entire market place. On the contrary, mass customization uses many different methods to satisfy each specific customer segment. There are 4 types of mass customization (which are Collaborative Customization, Adaptive Customization, Transparent Customization and Cosmetic Customization) and in each type; the company has different ways to communicate with customers. For Collaborative Customization, the company works in partnership with individual customers to develop precise product offerings to best suit each  customer’s needs. For Adaptive Customization, the company produces standardized products that are customizable by the end-user. Transparent Customization is where the company provides unique products to individual customers without overtly stating the products are customized. And Cosmetic Customization produces standardized products but market the products in different ways to various customers. 3. Tools -utilizing mass distribution and mass media. -using technologies such as computerization, internet, product modularization, and lean production. Mass marketing tries to spread the marketing message to anyone and everyone who are willing to listen and let its products/services known by the greatest number of people so that it can reach potential customers. Therefore, mass media and mass distribution are good tools for the strategy. Businesses can reach the mass market with advertising messages through a variety of media. Radio is the oldest mass market medium. Television quickly took a dominant role as the mass medium of choice of a large number of businesses. Television remained the most effective means of reaching mass market audiences until innovations in technology and the Internet began to change the game around the turn of the 21st century. Newspapers are also a traditional mass market medium, although not as effective as radio or television due to the regional or biased nature of individual publications. Mass customization concentrates on using technologies (such as computerization, internet, product modularization, and lean production) in order to make products that really meet customer’s needs and be able to quickly produce an item only when an order is received. 4. Products -standardized products built to inventory. -long product life cycles -standardized modules assembled based on customers’ needs. -short product life cycles Mass marketing aims to attract all kinds of buyers by producing and distributing the one best product at the lowest possible price; no product  is made specially for one person or a group of people. Therefore, the products must be standardized to make sure that the vendor can sell their goods to a large number of customers. Typically, things which are perceived to be necessary/essential to the consumer are subject to mass marketing. It focuses on products that have little change in customer’s demand, so the life cycles of products are long. In mass customization, products are made to satisfied different customer segment, it also have standardization but for modules to be assembled and made complete products based on customer’s need. Because the mass customization produces goods in response to volatile market demand, the life cycles of products is short. 5. Economics -Economies of scale. -Economies of scope and customer integration. An economy of scale means the decrease in unit cost of a product or service resulting from large-scale operations and it plays an important role in mass marketing. When applying the mass marketing approach, the companies are able to produce in large scale. Advertising messages broadcast over mass media can reach millions of audiences in a single showing, and economies of scale make mass distribution cheaper than regional deliveries. Economies of scope are conceptually similar to economies of scale. Whereas economies of scale for a firm primarily refers to reductions in the average cost (cost per unit) associated with increasing the scale of production for a single product type, economies of scope refers to lowering the average cost for a firm in producing two or more products. In mass customization, the product customization concepts and design schemes are determined and agreed between customers and manufacturers. Moreover, by sharing demand and supply information, supply chain partn ers can better utilize production resources in response to volatile market demand. The integration of customer in manufacturing really helps to make products with reasonable and affordable prices. 6. Customer involvement -customers are passively involved in the value chain. -customers are actively integrated into the value chain. In Mass Marketing, products are made before there are orders from customers and they just receive products’ information through mass media like newspaper, TV or internet; then make decisions to buy goods or not. In other words, mass marketing is where the vendor offers a product on a ‘take it or leave it’ basis, so customers are passively involved in the value chain. In Mass Customization, there are many applications including software-based product configurations that allow end-users to add and/or change certain functionalities of a core product. This involvement of the customer in the design and production stage means that the customer becomes a â€Å"prosumer† as described by futurologist Alvin Toffler in the 1970 book, ‘Future Shock’. The â€Å"prosumer† is producer and consumer in concert, defining and producing the product. This type of customization is called Collaborative customization and the customers are really involved in the value chain of products. 7. Type of business -big enterprises. -small and medium enterprises. To carry out a mass marketing strategy, a company must have a strong finance to pay for heavy advertising costs, establishing brands and. The company has to pay a large amount of money on mass media for keep its image in public eyes. Whereas, in mass customization, thanks to the build-to-order method (products are only manufactured when a customer order is received), the company can reduce the cost of a customized products and avoid unsold products. Moreover, the company creates specific marketing strategies to reach different customer segments, so it can really understand the customer’s needs and keep good relationship with them. This also helps the company reduce the cost for market research. This is an advantage for small and medium enterprises to start their business with limited resources. 5 Which one is dead? Mass marketing strategy is trying to reach market in greater areas by using single marketing strategy. The advantages of this strategy is in terms of low cost in production costs and tends to masters market monopolistic ally – as well as – can close all markets from competitors. In the past, mass  marketing was a relatively common and successful approach. The classic example given is the Ford Motor Company with their standard offering of the Model T Ford, which is the only product they sold for many years and it was only provided in one color (black). Nowadays, mass marketing is facing to the death because of several challenges below: Various segmented market and different demand of customer Today’s marketplaces are individualized, customized, and personalized. A single product offering, therefore, cannot fully satisfy the diverse needs of all consumers in a market and consumers with unsatisfied needs expose businesses to challenges by competitors who are able to identify and fulfill consumer needs more precisely. In fact, markets for new products typically begin with one competitor offering a single product, and then gradually splinter into segments as competitors enter the market with products and marketing messages targeted at groups of consumers the original producer may have missed. These new competitors are able to enter a market ostensibly controlled by an established competitor because they can identify and meet the needs of unsatisfied customer segments. In recent times, the proliferation of computerized customer databases has worked to drive marketing toward ever-more-narrowly focused market segments The ineffiecience of communication to customer Mass marketing is an attempt to appeal to an entire market with one basic marketing strategy utilizing mass distribution and mass media. Also called undifferentiated marketing, it maximizes products advertising to consumers. Unlike niche marketing, that targets markets and audiences via research and analytical techniques; mass marketing advertises products to a large audience. Until recently, marketers have pretty much taken a â€Å"mass media† approach to their efforts: Blast out as many marketing messages as possible on every medium available as often as you can afford it. In an era when it’s not really possible to learn anything about the audience and their tastes, this crude shotgun method of attack is pretty much the only option. Mass marketing tactics are really just slightly more sophisticated versions of standing on the street corner yelling at people who walk by, hoping that some small percentage of them might be interested in what you have to say. The development of the Internet and social media Traditionally mass marketing has focused on radio, television and newspapers as the media used to reach this broad audience. By reaching the largest audience, exposure to the product is maximized. In the new millennium, the Internet – a mass communications medium- is more and more developing. Besides, it also changes the way people approach new products. The Internet has allowed people to reach out to each other and becomes a powerful force of one. Through ‘world wide web’ and social media, customers are able to connect with others who have similar interest, share experiences about products, complain about poor performing products or even become brand advocates.. Thereore, customers – not mass maketing tools – have influence on their decision buying products themselves. The Mass marketing could be coming to an end replaced by a new era of personal marketing. The businesses should make the right marketing strategy to approach their targets. VII. Conclusion Mass marketing is old school marketing. No longer can businesses afford to blindly send large volume of the same messages to unqualified recipients. Nor can they afford to treat each customer to same way. Yet many businesses still practice these useless exercises. Plenty of businesses practice bad marketing on a regular basis. It’s wasteful and it produces negative effects. With an unfocused target, the wrong people will get the wrong message. As a result, marketing dollars will be wasted. Prospective elients may look unfavorably on your business because you appear to be careless, desperate, or just plain clueless, and no one wants to work with a business like that. Customers can’t be treated anonymously. One of the keys to successful marketing and sales understands your customer’s needs and pains, and how to better serve them. Personalized marketing will help businesses address these customer needs. Today, when more and more industries move towards creating mark ets of one, the satisfaction of increasingly individualized consumer demand is a challenge faced by many manufacturing organizations. Consequentially, this situation has led to a rapid growth in the attention given to mass customization for the fulfillment of individual consumer requirements. Customer co-design and integration are the keys to  mass customization. This is the core element that differentiates mass customization from other strategies like lean management or agile manufacturing. With today’s information technology, mass customization customers can be included into the value creation chain by defining, configuring or modifying an individual order. Though an interactive website customers can configure specifications of the product or service, packaging and even delivery options. The use of build-to-order methods, where an item is not constructed until an order is received, is an important factor in minimising the cost of a customized product. Mass customization is a reality because it is an attractive strategy for both manufacturers and customers. Producers are able to reduce their inventories a nd manufacturing overhead costs, eliminate waste in their supply chains, and obtain more accurate information about demand. Including the customer in the product design also establishes an individual contact between the manufacturer and customer, which offers possibilities for building up a lasting relationship. Mass customization technologies make it possible for companies to create a cost efficient value chain, while increasing flexibility towards answering customers’ needs from heterogeneous market demands. In this way, companies pay more attention in delivering products and services, and, instead of focusing just on acquiring new customers, they concentrate on building lasting relationships with the existing customers. Involving customers into the company’s value creation process increases their sense of contribution in the end product and brings real first hand customer knowledge. Small and medium enterprises comprise most of the world’s manufacturing secto r. In addition to feeling intense pressure from low-cost international competitors, these organizations have to deal with rising raw material cost, customers demanding high quality service, support, and product variety. Mass customization has snuck up on many of us. It has happened gradually and has moved from industry to industry without carrying the â€Å"mass customizing† label. We have gotten used to having our products and services customized without having the label â€Å"mass customizing† used to define customizing what is happening. We take mass customization for granted. We turn on our computer, click on â€Å"Word,† choose our favorite font, our color of the day, and the stationery that we think will impress our reader, and within seconds we are creating a document that we have quickly and effortlessly customized  to meet our personal desires. We believe that mass customization has great potential to be a source of sustainable financial and strategic adv antage. Today’s market characteristics and competitive challenges favor mass customization in many industries and market situations. We invite managers to learn more about this strategy and investigate how a customized mass customization approach can suit their businesses better.

The bet

It was another lonely night for Mrs Maloney as she sat in her armchair in the middle of her living room with a cup of tea. Her husband had been out all day again in the bookmaker's; it was if he lived there. Eventually he came home and Mrs Maloney had prepared them both dinner, but his had gone cold because she had already eaten hers earlier hoping he would have been there so they could enjoy it together. â€Å"Hello dear I made you some dinner in the kitchen, you'll have to heat it up because its gone a bit cold now† she told him nervously. He replied negatively â€Å"Alright woman let me breath I've only just got in the door!† She could tell he had been in the pub as well the way he staggered in the door. Mrs Maloney quietly started watching television again when she heard Mr Maloney groaning from the kitchen. Then she walked in to see what was wrong, it was just him complaining again. She let him carry on eating it but sat down at the table with him. She asked, â€Å"So how was your day dear?† But he replied, â€Å"Let me finish my dinner first† So she did. â€Å"My day was crap, I didn't win anything† Mr Maloney told her. â€Å"My day wasn't brilliant either, but I found something out† She informed, â€Å"What's that then?† Mr Maloney asked, â€Å"You know Jim from the butchers.† She replied â€Å"Yes† he said curiously † Well his wife is expecting a baby. Isn't it great news† she replied. Mr Maloney responded with no interest † yeah great news.† â€Å"I wish we could have had a baby.† She said. â€Å"Well it's too late your fifty six now and I can't be asked.† He exclaimed, but some of it was the beer talking. She felt really depressed now like someone had just died. It was getting late so Mrs Maloney decided to go to bed; on the way up the stairs she asked, † Are you coming up dear?† He groaned â€Å"in a minute† Later when she was tucked up in bed she heard Mr Maloney switch the lights off and slowly creep up the stairs. As he entered Mrs Maloney pretended t be asleep so he wouldn't say anything. He climbed into the bed and gradually dozed off. The next morning she woke up and gave a big stretch only to find that Mr Maloney had gone. Mrs Maloney didn't make a big deal out of it and carried on as if it were a normal day, which in fact it was. After she had eaten and got changed she watched the television to check out today's news. It announced that the Grand National was running today, â€Å"that's why he's shot off then.† She told herself. She grabbed her coat and dashed to the town centre where the bookmaker's is. When she arrived it was rammed with people all doing their shopping there was hardly room to breathe, but she started searching for the bookmakers to find Mr Maloney. Mrs Maloney eventually found it but she just stood there outside thinking of what would happen if she went in. She picked up her courage and opened the door and everyone inside stared at her, she felt intimidated. She scanned around looking for her husband only to find he wasn't there. Meanwhile Mr Maloney was in his favourite bookmakers, which was in a nearby village about fifteen minutes away from his house. He had bet half his savings on this race because he had a feeling he was going to win. The race was about to start and Mr Maloney had been waiting around an hour for this. He was with his friend Robert who always went with him to bookmakers; they were like a partnership because they were never alone in the place. He told Robert â€Å"I know I'm going to win this time, I just know it.† But Robert replied â€Å"yeah same old story every time† then the race was off and the horses roared out of the starting blocks. Mr Maloney was shouting at the television â€Å"come on red lightning!† he watched with his glued to the screen but the horse was failing him as usual. The race was coming to an end and red lightning was not winning but Mr Maloney didn't care about that anymore, he was more worried about the fact that he'd lost half his savings. He then threw his ticket into bin and shot out the door aggressively to go home. When he arrived home he went into the house. He asked † Mary we're you?† but there was no reply. He then went into the kitchen she wasn't there either. Then he went upstairs to the bedroom and seen a note on the bed. He took it downstairs because he needed his glasses. He read it and it said † I cant live with you anymore because you are driving me crazy. I did a bet on the horses and won so I have enough money to start a new life, sorry but its for the best, yours Mary.† He was angry and swung his arm across the mantelpiece knocking of all the crystal. Then he picked up a bottle and poured a glass of whisky, after he drank it he threw the glass up the wall and it shattered all over the floor. Then he fell to his knees and cried out â€Å"how could you do this to me!† and he fell into over and cried. The bet It was another lonely night for Mrs Maloney as she sat in her armchair in the middle of her living room with a cup of tea. Her husband had been out all day again in the bookmaker's; it was if he lived there. Eventually he came home and Mrs Maloney had prepared them both dinner, but his had gone cold because she had already eaten hers earlier hoping he would have been there so they could enjoy it together. â€Å"Hello dear I made you some dinner in the kitchen, you'll have to heat it up because its gone a bit cold now† she told him nervously. He replied negatively â€Å"Alright woman let me breath I've only just got in the door!† She could tell he had been in the pub as well the way he staggered in the door. Mrs Maloney quietly started watching television again when she heard Mr Maloney groaning from the kitchen. Then she walked in to see what was wrong, it was just him complaining again. She let him carry on eating it but sat down at the table with him. She asked, â€Å"So how was your day dear?† But he replied, â€Å"Let me finish my dinner first† So she did. â€Å"My day was crap, I didn't win anything† Mr Maloney told her. â€Å"My day wasn't brilliant either, but I found something out† She informed, â€Å"What's that then?† Mr Maloney asked, â€Å"You know Jim from the butchers.† She replied â€Å"Yes† he said curiously † Well his wife is expecting a baby. Isn't it great news† she replied. Mr Maloney responded with no interest † yeah great news.† â€Å"I wish we could have had a baby.† She said. â€Å"Well it's too late your fifty six now and I can't be asked.† He exclaimed, but some of it was the beer talking. She felt really depressed now like someone had just died. It was getting late so Mrs Maloney decided to go to bed; on the way up the stairs she asked, † Are you coming up dear?† He groaned â€Å"in a minute† Later when she was tucked up in bed she heard Mr Maloney switch the lights off and slowly creep up the stairs. As he entered Mrs Maloney pretended t be asleep so he wouldn't say anything. He climbed into the bed and gradually dozed off. The next morning she woke up and gave a big stretch only to find that Mr Maloney had gone. Mrs Maloney didn't make a big deal out of it and carried on as if it were a normal day, which in fact it was. After she had eaten and got changed she watched the television to check out today's news. It announced that the Grand National was running today, â€Å"that's why he's shot off then.† She told herself. She grabbed her coat and dashed to the town centre where the bookmaker's is. When she arrived it was rammed with people all doing their shopping there was hardly room to breathe, but she started searching for the bookmakers to find Mr Maloney. Mrs Maloney eventually found it but she just stood there outside thinking of what would happen if she went in. She picked up her courage and opened the door and everyone inside stared at her, she felt intimidated. She scanned around looking for her husband only to find he wasn't there. Meanwhile Mr Maloney was in his favourite bookmakers, which was in a nearby village about fifteen minutes away from his house. He had bet half his savings on this race because he had a feeling he was going to win. The race was about to start and Mr Maloney had been waiting around an hour for this. He was with his friend Robert who always went with him to bookmakers; they were like a partnership because they were never alone in the place. He told Robert â€Å"I know I'm going to win this time, I just know it.† But Robert replied â€Å"yeah same old story every time† then the race was off and the horses roared out of the starting blocks. Mr Maloney was shouting at the television â€Å"come on red lightning!† he watched with his glued to the screen but the horse was failing him as usual. The race was coming to an end and red lightning was not winning but Mr Maloney didn't care about that anymore, he was more worried about the fact that he'd lost half his savings. He then threw his ticket into bin and shot out the door aggressively to go home. When he arrived home he went into the house. He asked † Mary we're you?† but there was no reply. He then went into the kitchen she wasn't there either. Then he went upstairs to the bedroom and seen a note on the bed. He took it downstairs because he needed his glasses. He read it and it said † I cant live with you anymore because you are driving me crazy. I did a bet on the horses and won so I have enough money to start a new life, sorry but its for the best, yours Mary.† He was angry and swung his arm across the mantelpiece knocking of all the crystal. Then he picked up a bottle and poured a glass of whisky, after he drank it he threw the glass up the wall and it shattered all over the floor. Then he fell to his knees and cried out â€Å"how could you do this to me!† and he fell into over and cried.

Use of Phrasal Verbs by Arab Writers in English Essay

Use of Phrasal Verbs by Arab Writers in English - Essay Example This paper illustrates that Arab learners of English avoid using the phrasal verbs because of the level of difficulty as well as to associated with comprehending the tricky complicated idiomatic meanings of phrasal verbs. Many Several researchers such as Klienmann, Chiang, Dagut, and Laufer supported the claims by made by Schachter that second language learners avoid using phrasal verbs because the difficulty that learners encounter when using the phrasal verbs. Since this paper investigates whether Arab learners of English use fewer phrasal verbs than English writers, the researcher decided to compare to two sets of texts from two different writers. The researcher had difficulty collecting these texts because he wanted to find recent articles. The author went over some American and Saudi newspapers such as Saudi Gazette, Arab news, Asharq Alawsat, Yew New York Post, the Daily Time and the CNN. The researcher finally decided to choose two writers from a Saudi newspaper and another on e from the CNN. The first writer is a Saudi writer, named Mshari Al-Zaydi who writes political articles in Asharq Alawsat Saudi newspaper and the other writer is an American writer, named Peter Hamby, who also writes political articles in the CNN. The researcher collected 10 articles written by Mshari Al-Zaydi and other 10 written by Peter Hamby. The length of the chosen articles length varied from 400 to 800 words which were later on edited to an approximate 300 words article.

Koran and 1001 Nights Research Paper Example | Topics and Well Written Essays - 250 words

Koran and 1001 Nights - Research Paper Example Her words and the words of the learned quizzing her reveal that the primary aim of Muslims is to achieve purity of body and spirit so that they will be worthy of meeting God. The book reflects the principles of the Koran in a thematic way through the various tales and the frame story. These stories reveal the principles of the Koran at work in the lives of the characters. The frame story of the Thousand and One Nights reflects the stories within the book in that each of the female characters are facing tests of their purity and their dedication and each time they demonstrate forgiveness, understanding and dedication. The male characters are often people with power, respected men who still manage to doubt, mess up or do wrong things. These men find the way back to purity, acceptance of Mohammed as prophet, dedication to the one true religion and renewed happiness and life. Evil men do not conform to these principles and suffer as a result of their willfulness. The frame story of a ruler who promises to take a new wife each evening and kill her each morning is reflected in these stories by allowing the ruler to see himself in each tale and his storyteller and latest wife, Shahrazad, in the roles of the female characters. As she gently instructs him in his religion, she is saving her own life and the lives of 1001 other of her countrywomen. She also pre sents the ruler with three healthy sons in this period and is finally rewarded with life and honor as the ruler’s

Personal computer Research Paper Example | Topics and Well Written Essays - 1000 words

Personal computer - Research Paper Example The new product is also very different from all those that made a mark over humanity’s technological life. The Google Glass is different because it is no doubt an attempt to bridge the gap between human and machine. The Google Glass is not a new product as it does not advances the existing computational capacity but it rather decreases the size and adjusts the processing speed in order to design the glasses which can house a computer (Hodson, 2013). The idea is so innovative that it overwhelmed everyone despite the presentation of medical professionals who argued that the new device may hurt the human eyes (Anne, 2013). The technological intervention caused other relevant parties to adjust their offerings in order to cope with the change, the new product is supposed to bring in the international arena of technology. The software developers are already busy in conceptualizing and developing new products that can be used on the new platform. The Google Glass is defined as a wearable computer device with optical head-mounted display. The device was announced in the terminal months of 2012 and ever since, it is the most celebrated and waited for device throughout the world. The company has decided to consider India as the testing grounds for the new product and its prototypes and prescription lenses are already retailing in US against the handsome opening price of $1500 (Gaul, 2014). The price is only expected to rise when the device will be launched in the full-fledge manner. The vast scale offering of the product is consistently been delayed as company wants to take no unnecessary risks with operationality of the device which can turn the industry upside down upon meeting the expected success. Nothing definitive can be said or established about the geographical location in which the Google Glass will be finally offered. The marketing gurus are of the view that

Nuremberg Trial Movie Review Example | Topics and Well Written Essays - 500 words

Nuremberg Trial - Movie Review Example The accusations against judges were based upon atrocities and murders of Germans inside Germany. The establishment of an American tribunal for the trail of four German judges was therefore constitutionally and legally unjustifiable. In the existing legal frame work structure, the accusations related to international war crimes are directly treated by International Court of Justice. The International Court of Justice has the international and approved authority, as per the charter of United Nations, duly signed by all the members of General Assembly. As per the charter, the International Court can summon the defendant irrespective of geographical affiliation, but this is possible only when complains are registered. This specific case is relevant to human rights violation, and therefore any country or party can register the case against these judges. The Nazi judges have to defend their judgment and actions in accordance with charter and legislation of the Human Rights Commission (U.S. District Court, 2005). It is important to state that legally no court in specific country can hear the applications in the favour or against the citizens of other country - unless the citizens are travelling abroad and even in that specific case the citizens are provided legal support by Embassy officers of their home-country.

Economic assisgnment Assignment Example | Topics and Well Written Essays - 750 words

Economic assisgnment - Assignment Example Geometrically, this effect is demonstrated by a shift of demand curve for bananas from Latin American market. Since the supply of agricultural product is inelastic, a gradual increase in the demand of bananas causes excess demand or shortage of bananas. It means that many buyers with will and the purchasing power are chancing few bananas2. The equilibrium price increases but more proportional than the increase in the quantity supplied. Increase in quantity demanded and increased propane users have led to a boost in the demand for propane in the USA market. Since the supply is inelastic, this change in the USA market for propane causes a shift in the demand curve. It led to a shortage in the market, which encourage the supplier to skyrocket the price of propane to take the advantage in the market. Foreign goods become attractive to the US consumers, and they ought to import thereby decreasing the demand for propane in the US market. The equilibrium price decreases and equilibrium price will then decrease. In retrospect, propane and farm crops are complementary goods. When the price of propane increases, the price of farm crops also increases. The price of propane and reduced quantity of propane are among the non-price factors that affect the price of farm crops in the market. It causes a shortage since less will be produced and shift of the supply curve upward. The equilibrium price rises and equilibrium price decreases. According to Arthurs Okun’s theory, a three-percentage increase in economic growth causes a one-percentage decrease in unemployment. Mathematically, the data above is consistent3. On the other hand, Phillips explained that unemployment is inversely related to inflation. The figure above exemplifies this correlation since as the unemployment decreases from 10.0% in 2003 to 9.5% in 2006, inflation increases from 0.8% to 1.4% respectively. To this end, Okun’s theory

Research Proposal Essay Example | Topics and Well Written Essays - 1500 words

Research Proposal - Essay Example In these regards, a strong degree of passenger involvement is financial reason enough to motivate both the rail system and the makers of the advertisements to develop the necessary infrastructure to support the process. While digital advertisements may be firmly entrenched in new media technology they must be more situated towards subjective viewer experience if they are to gain maximum interactivity. The research seeks to accomplish these objectives through an approach that combines investigation into past statistical research, direct action research that investigates the extent that participants engage with the advertisements compared to advertisements in a control group, and finally post-experiment interviews with the participants. III. Specific Research Questions Do digital (rather than static) advertisements on the tube increase patron interactivity and engagement? Were the digital advertisements at all disruptive to the transportation service? How did the added sound affect the ir experience in the tube? How could these digital advertisements be better structured to encourage optimum interaction? How did the digital advertisements made the participants emotionally feel? Did they feel more or less connected to the other passengers when the digital advertisements were in the tube? IV. ... From a purely infrastructure standpoint one recognizes that modern railway system emerged from earlier trains and much of the qualitative approach to infrastructure, in this instance print advertising appears to have been carried over from an earlier era and not enough consideration given to the increasing technological mediation of the modern world. In this regards the study design is aimed not only at determining the general effectiveness and best possible course of action of digital advertising displays, but also that it would financially benefit the rail system to implement these digital displays. V. Research Concepts One of the predominant considerations of the methodological approach is the extent that it responds to the notion of a third paradigm of human computer interaction research. Harrison & Sengers (2007) argue that human computer interaction research has previously focused on two paradigmatic models. The first model considered the development of technological interactio n in terms of man-machine coupling. The second wave paradigm built on this coupling, further considering the way that technological interaction constitutes a form of information communication. The third paradigm, they contend, considers technological interaction as phenomenological experience. Considered within the context of the previously established research methodology it’s clear there are many areas where the research fails to address the third paradigm of human computer interaction research. In some areas the methodology considers the third wave paradigm experience of digital advertising in the tube. One recognizes that the phenomenological means of interaction the current research refers to places great emphasis on the experience the user has with the technology.

Jeep Grand Cherokees Crash tests Article Example | Topics and Well Written Essays - 250 words

Jeep Grand Cherokees Crash tests - Article Example This design change as per Chrysler was not due to fire concerns but to accommodate the spare tyre. As per Clarence Ditlow, (executive director of the Center for Auto Safety) rear impact crash tests of the Grand Cherokee carried out on the 1995, 1996 and 1999 models showed gasoline leaks that could endanger the occupants of the Grand Cherokee as well as the striking vehicle. The Center conducted similar tests with a 1995 Ford Explorer which maintained an intact fuel system. Based on a request by the Center for Auto Safety, The federal safety agency carried out a preliminary investigation of the 1993-2004 Grand Cherokees. As per the Center for Auto Safety, it had found 172 fatal fire crashes between 1992 and 2008 that caused 254 deaths. In one of the accidents in 1999, the driver of a vehicle that had struck the rear of a Grand Cherokee died while the occupants were severely burned. In another case in 2006, a 4 year old girl (Cassidy Jarmon) sitting in a child seat in the second row wa s severely burned in a Jeep Cherokee rear impact crash. While Cassidy survived the crash she died of burns and smoke inhalation two days later.

Why the USA got out of Vietnam Essay Example for Free

Why the USA got out of Vietnam Essay Some describe the Vietnam conflict as a promise â€Å"to guarantee liberties in Southeast Asia† (Martin Luther King), but instead Martin Luther King’s other description of the war as a â€Å"†¦cruel irony of watching Negro and white boys on the TV screen as they kill and die together for a nation that cannot even seat them together in the same schools†¦Ã¢â‚¬  can be seen as more relevant. The US public carried a strong voice throughout this conflict and were able to change decisions and inevitably cause the withdrawal of US troops from Vietnam. The unpopularity of the war can be split into a number of sections. Unpopularity came about through the media coverage given to the actions of US troops and the barbaric acts that were being carried out in Vietnam. Examples of these were the development of napalm and Agent Orange. Napalm was jellied petroleum which was used to burn anything which came into contact with it; it had a devastating effect and often destroyed whole parts of the forest killing everything within it. Agent Orange was a chemical which was designed to kill plants, including tree’s and crops, and this didn’t have a positive effect on the hearts and minds of the South Vietnamese peasants, the people who were in the firing line for Communism. After these events the war became increasingly dirty and barbaric. Events such as such as the CIA’s Operation Phoenix in 1968, which consisted of VietCong suspects, often on bad evidence and the torture of them. Most famously, for the wrong reasons, the incident in My Lai in 1968 where US troops wiped out an entire village with extreme brutality. With households commonly having TV sets in their homes in America it was there to be seen by the US public, who no matter how anti-communist they were, were shocked and disgusted by the actions their troops had committed. This set the ball rolling for the tide of anti-war feeling within the USA. During this period half of the American public were against the war and wanted to pull out. It was all members of US society who wee beginning to feel the tide of anti-war feeling. 1968 signalled the start of when black people began to demonstrate against a blatantly unfair draft system. The draft system was meant to call up young Americans to fight in the war; however it always seemed to pick a disproportional amount of black Americans. With the civil rights movement at the time and the emergence of prominent black figures such as Martin Luther King it meant there were demonstrations against the government. This meant that the government had to deal with a group within their society, who had nothing to lose; therefore, they were able to wield great pressure on the government to withdraw. It was also military mistakes and failures which aided the call for a pullout by the USA. The key example of this is the Tet Offensive in 1968. This highlighted the policy failures of McNamara and his generals. The VietCong launched this against every city in South Vietnam taking large portions of each one. Even though they were retaken later on it still illustrated to the US public that even though US generals such as General Westmorland were pulling out statistics such as â€Å"10 VietCong killed for every US casualty† it showed them that the conflict was far from over. The US public again viewed these events on TV and this graphic detail meant that it only strengthened the anti-war feeling. The cost of this whole operation was beginning to show strains upon the US public. Due to the high costs money had to be detracted from programmes such as Johnson’s â€Å"Great Society Programme† which targeted poverty in America’s cities and the plight of Black Americans. It was planned to produce new homes, schools and roads. Therefore, due to the higher costs, money had to be retracted from the â€Å"Great Society Programme†. These cutbacks caused riots in the inner city areas with a dash of civil rights movement, due to the high number of black people living within those areas. This all posed the questions to the American whether all this was all worth it. The high number of coffins returning whilst living standards were in a downward spiral left Americans angry and change was wanted. However there were other factors which resulted in the call for a pullout from Vietnam. One of these was America’s actual economic situation. Even though the war was expensive, an economically strong USA would have been able to afford the operation. However, this wasn’t the case with America during this period. As taxes went up due to the â€Å"Great Society Programme† American workers began to demand higher wages causing general prices to increase. This caused high inflation meaning taxes weren’t what they were valued at before. In addition to that the fact that America had to cut expenditure in the arms sector meant that the military-industrial complex, the arms industry, suffers. This combined with inflation at the time meant that economy was in bad shape. This forced the US government to reconsider its position in Vietnam. This had political casualties too, due to the resignation of President Johnson. It wasn’t only because of economical reasons that there was a pullout from Vietnam. There were also political reasons too. After Johnson’s resignation, Nixon came into power. Nixon was a realist and knew victory was possible in Vietnam and he knew that doubled up with the political divisions and economical problems that it was best to pull out. He announced â€Å"peace with honour† which followed in with the withdrawal of US troops, who wee replaced with South Vietnamese forces (Vietnamisation), this then bought about the end of the war. This helped ease the political squabbles back home and it also proved to be a bit of a money saver as it cut back expenses. I have come to conclude that the most important reason for the pullout from Vietnam is due to the US public. With the satellite age in full flow at that time the TV proved to be a massive tool for the average American at the time as it allowed them to be able to fully see what their troops were really doing there. This proved to be a bad tool for the government as their mistakes came to light. Also the US government wasn’t helped by the civil rights movement at that time which created figures like Martin Luther King who spoke critically of the war and the discrimination of young black men. The economic problem and the breakdown of the â€Å"Great Society Programme† meant that the average Americans were beginning to feel the effects of the war at home even though the battles were being fought miles away. However there were some factors which weren’t down to the American public. The stagnant economy meant that the high costs of the war were more harshly felt by the American public. Also the pullout was achieved by Nixon due to him realising that Vietnam was a lost cause with more good coming if there was a pullout from there.

Defining Music From Music Theory

Defining Music From Music Theory The word music comes from the Greek mousikà ª (tekhnà ª) by way of the Latin musica. It is ultimately derived from mousa, the Greek word for muse. In ancient Greece, the word mousike was used to mean any of the arts or sciences governed by the Muses. Later, in Rome, ars musica embraced poetry as well as instrument-oriented music. In the European Middle Ages, musica was part of the mathematical, geometry, astronomy and musica. Other than that, many definitions of music implicitly hold that music is a communicative activity which conveys to the listener moods, emotions, thoughts, impressions, or philosophical, sexual, or political concepts or positions. Levi R. Bryant defines music not as a language, but as a marked-based, problem-solving method such as mathematics (Ashby 2004, 4).Because of its ability to communicate, music is sometimes described as the universal language. Yet the meaning of music is obviously culturally mediated. For example, in Western society, minor chords are of ten perceived as sad, an understanding other cultures rarely share. More precisely, music is the actualization of the possibility of any sound whatever to present to some human being a meaning which he experiences with his body-that is to say, with his mind, his feelings, his senses, his will, and his metabolism (Clifton 1983, 1). It is therefore a certain reciprocal relation established between a person, his behavior, and a sounding object (Clifton 1983, 10). Music, often an art/entertainment, is a total social fact whose definitions vary according to era and culture, according to Jean Molino (1975, 37). It is often contrasted with noise. According to musicologist Jean-Jacques Nattiez: The border between music and noise is always culturally defined-which implies that, even within a single society, this border does not always pass through the same place; in short, there is rarely a consensus. 2.1.1 Meaning of Music: A view from Music Theory Meaning of music is a vast issue that straddles many disciplines including those of philosophy, psychology, semiotics, linguistics and acoustic, and it seems that there is undying enthusiasm for exploring why and how music is meaningful to human beings, why it is such a powerful personal and social phenomenon: and why we use it as a therapeutic tool. (Colwyn Trevarthen, p.18, 2000) As music is meaningful for human beings, it can be relate to the music influence towards an individual. And in this particular research it is focus towards student lifestyle. Music is not only about influence to the people but it is also a therapy for people. Jean-Jaques Nattiez, the Canadian semiotician, opens his famous book, Music and Discourse (1990), with the following statement: This book is based upon a hypothesis that I shall immediately state: the musical is merely what we used to call the text; it is not merely a wholly composed of structures (I prefer in any case, to write of configurations). Rather, the work is also constituted by the procedures that have been endangered it (acts of composition), and the procedures to which it gives rise: acts of interpretation and perception. (p.ix) Music is made under certain procedures which mainly refer to the composition of the music itself, then followed by process to enhance the quality of the music itself. 2.2 Types of Music There are several type of music being exist in the world, however as listed below are mainly known or major type of music known by the people. 2.2.1 Hip Hop Hip Hop is the most popular form of music. Coinage of the term hip hop is often credited to Keith Cowboy, a rapper. Hip Hop is composed of rapping and DJing. The term rap is sometimes used synonymously with hip hop music, though it is also used to refer specifically to the practice of rapping, which is just one component of hip hop. Typically, hip hop music consists of one or more rappers who chant semi-autobiographic tales, often relating to a fictionalized counterpart, in an intensely rhythmic lyrical form, making abundant use of techniques like assosance, alliteration and rhyme. Though rap may be performed acapella, it is more common for the rapper to be accompanied by a DJ. Hip hop arose in New York City when DJs began isolating the percussion break from funk or disco songs. The role of the emcee (MC) arose to introduce the DJ and the music, and to keep the audience excited. By 1979, hip hop had become a commercially recorded music genre, and began to enter the American mainstream. It also began its spread across the world. In the 1990s, a form called gangsta rap became a major part of American music. The reason for hip hops rise was the decline of rock, funk, disco in the mid to late 70s. he 1980s saw intense diversification in hip hop, which developed into a more complex form. The simple tales of 1970s emcees were replaced by highly metaphoric lyrics rapping over complex, multi-layered beats. The first rap records were actually recorded by live musicians in the studio, with the rappers adding their vocals later. Aside from hip hops great popularity, the genre has had an impact on most varieties of popular music. There are performers that combine either hip hop beats or rapping with rock and roll, heavy metal, punk rock, jazz. Hip hop has hundreds of major international magazines devoted to it, most famously including The Source and Vibe. In its early years, BET (Black Entertainment Television) was almost the only television channel likely to play any hip hop music; now, several mainstream channels such as VH1 and MTV may play more hip hop music than any other style. 2.2 Rhythm Blues Rhythm and Blues also known as RB is a popular music genre combining jazz, gospel and blues influence. This kind of music is generally performed by the African American artists. This term was coined by the marketing team in the United States in 1947 by Jerry Wexler at Billboard magazine. In the 1970s, rhythm and blues was being used as a term to describe soul and funk. Blues is a vocal and instrumental form of music based on the use of the blue notes and a repetitive pattern that most often allows a 12-bar structure. It emerged in African-American communities. The blues influenced later American and Western popular music. It became a part of jazz, bluegrass, hip hop and pop songs. Rhythm is the variation of the length and accentuation of a series of sounds or other events. Rhythm involves patterns of duration that are phenomenally present in the music. It is most associated with music, dance and the majority of poetry. The study of rhythm, stress, and pitch in speech is called Prosody. 2.2.3 Jazz Jazz is the art of expression set to music. Jazz is said to be the fundamental rhythms of human life and mans contemporary reassessment of his traditional values. Volumes have been written on the origins of jazz based on black American life-styles. The early influences of tribal drums and the development of gospel, blues and field hollers seems to point out that jazz has to do with human survival and the expression of life. The meaning of jazz soon became a musical art form, whether under composition guidelines or improvisation, jazz reflected spontaneous melodic phrasing. Jazz developed in the latter part of the 19th century from black work songs, field shouts, sorrow songs, hymns, and spirituals whose harmonic, rhythmic, and melodic elements were predominantly African. Because of its spontaneous, emotional, and improvisational character, and because it is basically of black origin and association, jazz has to some extent not been accorded the degree of recognition it deserves. European audiences have often been more receptive to jazz, and thus many American jazz musicians have become expatriates. 2.2.4 Country music Any kind of Music is a form of art. Country music, the first half of billboards country and western music category, is a blend of popular musical forms originally found in the Southern United States.Many songs have been adapted to different country music styles. Few of the famous country style artists are Jim Reeves, Elvis Presley, Charlie Pride, Patsy Cline, Bob Williams; the most important instrument used in country music is the Guitar. The songs of Roy Rogers, Gene Autry, and the Sons of the Pioneers put the Western in Country and Western Music. Much of this music was written for and brought to the American public through the cowboy films of the 30s and 40s and were widely popular. 2.2.5 Rock Rock (also known as rock n roll) is a form of music that evolved in the United States in the late 1940s and early 1950s. Its roots lay mainly in rhythm and blues, country, folk, gospel, and jazz. The style quickly spread to the rest of the world and developed further, leading ultimately to modern rock music. And nowadays, rock is the dominant form of popular music in the world. The term rock and roll now covers at least two different meanings, both in common usage. The American Heritage Dictionary and the Merriam-Webster Dictionary both define rock and roll as synonymous with rock music. Conversely, Allwords.com defines the term to refer specifically to the music of the 1950s. For the purpose of differentiation, this article uses the latter definition, while the broader musical genre is discussed in the rock music article. Classic rock and roll is usually played with one or two electric guitars (one lead, one rhythm), a string bass or (after the mid-1950s) an electric bass guitar, and a drum kit. In the earliest rock and roll styles of the late 1940s and early 1950s, either the piano or saxophone was often the lead instrument, but these were generally replaced or supplemented by guitar in the middle to late 1950s. The beat is essentially a boogie woogie blues rhythm with an accentuated backbeat, the latter almost always provided by a snare drum. The massive popularity and eventual worldwide view of rock and roll gave it a unique social impact. Far beyond simply a musical style, rock and roll, as seen in movies and in the new medium of television, influenced lifestyles, fashion, attitudes, and language. It went on to spawn various sub-genres, often without the initially characteristic backbeat, that are now more commonly called simply rock music or rock. 2.3 How music can influence students life style. Rock is another type of music that had been criticized often by the media. They say that rock like bands like KoRn and Limp Bizkit give kids negative thoughts and make teens nowadays act out in violence. This however is not true. The only way rock influences teenagers in on what they wear. Kids that wear baggy pants, large shirts, and long necklaces with five inch pendants usually listen to rap. Teens that wear wide leg pants and torn up clothes usually affected from listen to alternative music. Lastly, teenagers who have pierced tongues, blue hair, and wear tight leather pants most likely will listen to rock music. Because rock had influences teens on what to wear, that does not mean that the kids will be violent. Large clothes and pierced tongues are only ways to express oneself (Smith 2). Smith obviously agrees and that the type of clothes does not make a decent teen turn bad. 2.4 The important of music among the students. Music is important to most teenagers. It is a way to get away from all of lives problems. Music can gives teenagers a different way to think than the normal way to think. KoRn is one of the bands. Parents believe they are a bad influence on their children, but they only say that because they do not want to blame themselves for being bad parents and not being able to raise their child right. Teenagers seek music as an outlet from problems in life, yet the media and parents believe that rap and rock music is to blame for teenagers problems. Rap is being blamed for the murders and crimes in cities all over America. Rock is being blamed for giving teens evil thoughts mixed with hate. Rap lyrics are about the rappers societies problems. So if person does not like the lyrics, change the suburbs in large cities to make the lyrics better. A rock lyric is all about the soul. Lyrics from rock music are deeper than any other type of music out today. That is why the music is widespread. Music is the universal language, and that is why all music is important to someone. Music also played an important role in learning and the communication of culture. We often use music to define our beliefs and convictions and are attracted to music which affirms and supports these beliefs and convictions (Michael Rich 3). Childrens television has used the combination of words, music and animation to promote learning for many years. Most parents seem to be concerned about what their young children hear and see, but tend to pay less attention to the unending media exposure that their children are confronted with daily as they grow older, especially music videos. According to the National Institute on Media and the Family, music videos are the media of choice for many adolescents and they spend between three and four hours per day listening to music which includes radio, CDs and music videos. Music helps adolescents define important social and interpersonal behaviors and can have impact on a teenagers attitudes, beliefs and judgments. It affirms and confirms a teenagers struggles, joys, sorrows, fears and fantasies (Michael Rich 3). Music is often a major part of a teenagers separate world and it is common for them to get pleasure in keeping adults out or causing adults some distress with their choices. However, they dont seem to be aware that music videos can have an influence on what they wear, how they act and what they think. Teenagers, in particular, look to media images for standards of dress, hairstyle, behavior and cultural practices (Burns Martinez 1). Musical intelligence is a way to awaken and stimulate memory and learning. Music is an effective memory aid (Anton, 1990). Students seem to enjoy music and it helps them relax and become more receptive to language learning. Anton also further points out that music combine the right hemisphere of the brain with the left hemisphere. The right side deals with creative activities,non-verbal and emotional processes while the left side governs specific verbal and logic-based learning. While, music also helps lot in students academic performance. Music is a subject to be studied and appreciated as a separate skill, it can also be used as a means for acquiring other knowledge (Lazear, 1991). Singing can build students confidence by allow them to enjoy a degree of fluency in English before they have achieved it in speaking (Zatorre, 2000). Also, songs can be incorporated to all language skills (listening, reading, writing and speaking). Using music in the classroom has its own beneficial purposes. Singing helps students to improve their pronunciation and stress (Wilcox, 1995). Students would feel happy as memory is generally associated with an emotion. Music can help them to learn structures and expressions far more complicated than they could learn through a grammar lesson which only involve verbal skills. Often not, students are able to improve their listening skills where words often rhyme or are repeated. They also may be able to remember what they have learned, and are able to call upon the material when needed as they begin to produce language (Newham, 1995). Using music may also break the monotomy of the lesson where usually people have a 20 minute attention span and after the songs, students become more alert. With higher-level students, using very soft rainforest music helps their concentration and music without words is good for relaxation (Lozanov, 1978). Generally, listening to music in class requires engaged attention and in turn, both reflection and for the development of imaginative responses to what students hear and read (Dvorak, 1984). 2.5 Future of Music From one point of view, the present age offers a moment of exceptional musical excitement and opportunity. With so many technical and stylistic alternatives at hand, plus a constant stream of technological advances opening up ever new areas of exploration , todays composers would seem free to follow their imaginations at will, to the outermost reaches of what is musically possible. (Morgan Robert P., p488) Music can be said to express the general spirit of an age, moreover, it cannot be expected to a mirror of consensus that does not exist elsewhere. At least until there is a profound shift of contemporary consciousness; it seems likely that music will retain its present pluralistic and uncentered quality. For music to change the world will have to change. In a more specific view, music will change following the trend by its users. Thus, each type of music actually represent certain level age of an individual, whereby different age of person may have different taste of music.

Edvard Munch: Emotion as Art Essay -- Art Realist Expressionist

Edvard Munch: Emotion as Art Since the 7th grade, I have been a huge fan of the famous French-inspired realist and expressionist, Edvard Munch. His work is so full of passion and pain as well as shock and sadness. By gazing into the gloriously deep world of emotion he created, art lovers both young and old are amazed and drawn in. Born on December 12, 1863 in Loton, Norway, Munch entered a family of five children. He grew up with his father serving in the Army as a doctor and his mother took care of the large family. In 1868, Munch’s mother died of tuberculosis, the first of many tragedies in his life. His aunt, Karen Bjolstad, assumed the role of caregiver in the absence of his mother. Another tragedy occurred in 1877 when his fifteen year old sister, Sophie, died of tuberculosis as well. Munch’s first official art training began at the Technical College in 1879. The following year he entered a design school where he became very interested in freehand and modeling classes. In 1882, Munch and six other artists rented a studio which was headed by Christian Krohg, Norway’s leading artist at the time. In 1885, Munch won a scholarship to study in Paris. While in France, he began working on his realistic approach, and completed, â€Å"The Sick Child,† which was a piece reflecting on the devastating death of his sister, Sophie. He continued on with this expressionism based on painful personal experiences, and received a great amount of negative criticism. Yet another catastrophe occurred in 1886 when Munch’s father passed away. Munch continued diligently with his work as he studied in France, and eventually developed the French Impressionist Technique. While in Paris, he used this technique to create art that symbolized his... ...unch,† was published in 1917. This book included artwork that Munch had presented on many of his travels around the world. It included work from the â€Å"National Galerie† in Berlin which included 223 oil paintings. Edvard Munch died on January 23, 1944 in Ekley, Norway. All of his works were left to the city of Oslo, who eventually built a museum to display the 1,008 paintings, 15,391 prints, 4,443 drawings and watercolors, and six sculptures. The museum was named, â€Å"The Munch-museet†, in Edvard Munch’s honor. Munch’s work is still popular today and continues to be in the media. In July of 2004, a few of Munch’s famous pieces, including, â€Å"The Scream,† were stolen from his museum in Oslo. This shows the continued popularity of Munch’s very personal powerful works. Works Cited: http://www.mnc.net/norway/Edvmunch.htm http://www.edvardmunch.info/biography.asp

Frivolous lawsuits Essay example -- Legal Issues

Do you remember the lawsuit about the woman who ordered the McDonald’s coffee and spilled it in her lap and sued McDonald’s because it did not have a warning label on it? What about the woman who fell in the fountain at the mall while texting and wants to sue the mall? These lawsuits may seem fairly farfetched. They fall into the category called frivolous. Black’s Law Dictionary defines frivolous as lacking a legal basis or legal merit; not serious; not reasonably purposeful (Garner, 2006). When people pursue such lawsuits as these it costs money. â€Å"The civil justice system is plagued by high ‘transaction costs,’ meaning that it is both expensive and time consuming to use the courts to resolve disputes† (Ruschmann, 2006, p. 60). Frivolous lawsuits should not be taken seriously. People should not be awarded money for things that they caused themselves, and they should not cost courts and consumer’s time and/or money. There are many steps to go through once you decide to file a lawsuit. Many Americans suffer from injuries but only a small percentage of them file a lawsuit because many of them have valid claims but they have little money. Sometimes when plaintiffs, the person filing the lawsuit, go to trial there is a lot of money that has to be spent up-front. â€Å"Taking a large case on a contingency fee and advancing all the out-of-pocket cost is a very expensive proposition† (Bourhis, 2005, p. 76). Lawyers have created the contingent-fee arrangement. This is where â€Å"a lawyer agrees to take a case without any money up front and without requiring the client to pay an hourly or flat fee. In return, the lawyer is entitled to receive a percentage of the actual amount of money collected, generally 33 percent, but sometimes 40 percent if ... ...ceived potential for a large payout. Three percent of product liability trials involved toxic substances, including tobacco. Three tobacco product liability trials were disposed of a national sample in 2005. All three of these trials were decided by juries that ruled in favor of the defendants. Toxic substances were linked as 346 of the 354 product liability trials (Cohen, 2009). Tort reformers believe that courts must reduce the ability of defendants’ liability in order to avoid economic decline. In the years to come, the proposals likely to generate the biggest dispute include malpractice and class-action reform, limits on noneconomic and punitive damages, and a legislative solution to asbestos legation (Rushmann, 2006). There are many lawsuits. But the frivolous lawsuits should not be taken seriously and not cost our courts and citizens time and/or money.

The Feminist Struggle Portrayed in Brief History Of The Horse Essay

The Feminist Struggle Portrayed in Brief History Of The Horse  Ã‚   Lorna Crozier's poem, "A Brief History Of The Horse", offers many different interpretations. However, the structure of the poem breaks down into three stages: past, present, and future. By examining the archetypes within the poem, it can be suggested that the horse stands to represent the feminist struggle, the ongoing battle for women to have an equal place in society. In explicating "A Brief History Of The Horse," it is of primary importance to examine the logopoeia (thought level) of the poem. The archetype of the horse suggests the poem's feminist aspect. To elucidate, the horse, as a Jungian archetype, represents motherhood and the magic side of man. What Jung refers to as the "`mother withing all of us,' or intuitiveness, and lies in the subconscious"(Cirlot, 151). In Crozier's poem, reference to the subconscious is quite apparent in the first stanza or stage; the horse grazes in "pastures of sleep." A grazing horse is also symbolic of freedom and peace (Oderr, 69); however, this freedom can only be obtained in sleep. The mother figure is also represented by the fact that the soldiers are within the horse. They are in the belly of the horse: "the soldiers feel the sway of the horse's belly as she races night across the meadows"(260). This implies the notion of a fetus in a womb. However, the men (soldiers) are not aware of the outside world of the horse, believing that they are in "a hold of a ship that smells of grass and forgetfulness"(260). Thus, the notion that the horse is grazing in a pasture of green grass (peace), yet the men(soldiers) are unable to see the truth. They are unaware of what problems the horse is actually faced with. The soldier... ...ermore, regardless of how much the horse is repressed it will eventually do what it wants to do. It doesn't matter what label is placed on the feminist struggle, it is inevitable that women will have a place equal in society to men. The horse will eventually graze "calmly in the meadow", and there will be a time when men and women are equal. In conclusion, the poem moves from the basic history or repression of the horse to the future outlook. The horse stands as an archetype for the mother, the feminist struggle. Therefore, the poem becomes a history of the feminist struggle, from being born of ancient times, through the ignorance of current times and eventually it will come to rest. Without a doubt, women will eventually have an equal place in society. The poet is quite adamant that females will become equal to men. The feminist movement cannot be suppressed.