PlatoSocrates Excellence in Virtue - 3650 Words

Plato amp; Socrates: Excellence in Virtue introduction â€Å"Socrates’ positive influence touches us even today† (May 6) and we can learn a great deal about him from one of his students, Plato. It is in Plato’s report of Socrates’ trial a work entitled, Apology, and a friend’s visit to his jail cell while he is awaiting his death in Crito, that we discover a man like no other. Socrates was a man following a path he felt that the gods had wanted him to follow and made no excuses for his life and they way he lived it. The passage I have chosen from Plato’s Apology is the main passage to which Socrates believed in until his death and gave the basis for his life and they way he chose to live his life. It is this passage that makes†¦show more content†¦Once a person has done this then they can concern themselves with other matters. Stating that you first turn your attention inward and then outward to the larger society could sum up th e general message of Socrates. While he does not explicitly say this one could reasonably interpret from Socrates defense that he believes the reason for the charges that have been brought up against him are due to a lack of understanding by the Athenian public of his mission and purpose as well as the authority he has to do it. This is what he is attempting to do in this passage, explain what he has been doing and that the god of all Athenians commanded him to do this work and that he has done nothing wrong. historical/biographical information Though Socrates ran no formal school, one can find in any number of books on Plato, that he was a student of Socrates in Ancient Greece. According to Baird and Kaufmann Plato probably first began following Socrates sometimes in his twenties, though one cannot be sure of the exact date (4). The Apology, along with Crito, are just a number of texts written by Plato on the teachings and beliefs held by Socrates. â€Å"The Apology is gene rally regarded as one of Plato’s first and as eminently faithful to what Socrates said at his trial on charges of impiety and corruption of the youth† (Baird amp; Kaufmann 5). The time of Socrates trial was around 399 B.C. in Athens, Greece and â€Å"many contemporaryShow MoreRelatedSocrates, Plato, and Aristotels View on Happiness1529 Words   |  7 Pagesthem happiness? The Philosophers Socrates, Plato and Aristotle all have a similar view on what happiness is and how to achieve it. Aristotles view is based on Platos and Platos is based on Socrates teachings; this is why they are similar but they are all important and different with each philosophers personal views and beliefs. Socrates was a great man who was assassinated for his beliefs on the purpose of life and how to live happily. He presented the excellence of function to determine how aRead More Foundations of Political Thought Essays1664 Words   |  7 PagesAristotle and Socrates and Plato’s beliefs have similarities mainly evident in their denouncement of democracy for the state. The views of Socrates expressed and written by his pupil Plato are vastly philosophical in nature and he promotes the idea of questioning life to achieve insight. The philosophers who possess the absolute truth are the best equipped to rule society according to Plato and his Allegory of the Cave. Conversely, Aristotle takes a more political science approach of discussingRead MoreThe Complicated Life of Socrates1183 Words   |  5 PagesSocrates was a classical Greek philosopher that was born in Athens, Greece around 470/469 BC. He served in the Athenian army and fought in many battles. When Socrates retired f rom fighting in the army, he began focusing on expressing his beliefs. He wasn’t the typical â€Å"teacher† or â€Å"preacher†; he was a very critical and analytical thinker that helped guide his students and the Athenians during his time. Through his teachings and beliefs, Socrates had positive and negative influence on the people duringRead MoreEssay on Platos Response to Thrasymachus Immoralist View of Justice1491 Words   |  6 PagesPlatos Response to Thrasymachus Immoralist View of Justice In Book 1 of the ‘Republic’, Socrates, in answer to the question ‘What is Justice?’ is presented with a real and dangerous alternative to what he thinks to be the truth about Justice. Julia Annas believes Thrasymachus thinks Justice and Injustice do have a real existence that is independent of human institutions; and that Thrasymachus makes a decided commitment to Injustice. She calls this view ‘Immoralism’: â€Å"the immoralist holdsRead MoreJustice and Injustice1267 Words   |  6 PagesIn The Republic, the great philosopher Plato attempts to reveal through the character and dialogues of Socrates that justice is better when it is the good for which men must strive for, regardless of whether they could be unjust and still be rewarded. His method is to use dialectic, the asking and answering of questions. This method leads the audience from one point to another, supposedly with indisputable logic by obtaining agreement to each point before going on to the next, therefore, buildingRead MoreEssay on MENO: PLATO600 Words   |  3 PagesSocrates, can virtue be taught?1 The dialogue begins with Meno asking Socrates whether virtue can be taught. At the end of the Meno (86d-100b), Socrates attempts to answer the question. This question is prior to the division between opinion and knowledge and provides to unsettle both. Anytus participated in Socrates and Meno conversation about virtue. Socrates claims that if virtue is a kind of knowledge, then it can be learned. If it is something besides a kind of knowledge, it perceptibly cannotRead MoreSocrates Life Of The Soul, And Critical Thinking1721 Words   |  7 Pagesdemands a full cycle of work and consumption. Socrates believed that a person’s job in life is to grow both personally and spiritually. Without growth of the human soul, a person is not able to reach the pure serenity of the examined life. Socrates understood wisdom to be one of the most important virtues a person could possess. Seeking true wisdom entails questioning with logical argument, not just accepting things for what they are worth. Contrary to Socrates, Ivan Ilyich lived a life full of socialRead MoreKant And Kant s Philosophy On Ethics970 Words   |  4 Pagesvery same questions many philosophers have tried to figure through time from Socrates to Immanuel kant (and to this very day for the matter!). While comparing two great eathist Plato and Immanuel Kant I, the writer argue that Kant s ideological views on ethics were far superior to Plato’s due to several factors. For one Kant was born in a more recent time and is a for lack of a better term a â€Å"modern westerner†.Some of plato s ideas are outdated and relied heavily on ancient grecian culture . SecondlyRead MoreSocrates Changed Philosophy Forever Essay1202 Words   |  5 PagesSocrates theories move away from the previous pre-Socratic philosophers mainly because his goal and answers he wanted were t he meaning of mortality and society. Socrates was born in the Greek city of Athens in 470 BC. His mother Phaenarete was a well loved midwife and his father Sophroniscus was a stone mason by trade. It is said that Socrates married Xanthippe, a woman known for her shrewish demeanor. The couple went on and had three sons; Lamprocles, Sophroniscus and Menexenus. Many scholarsRead MoreSocrates And Confucius As Teachers3484 Words   |  14 PagesSocrates and Confucius as Educators Neither Confucius nor Socrates were regarded widely in their lifetimes as highly valuable and distinguished men. Their fates were colored with tragic hues, but their ethics have survived them and become immortalized as treasures of world culture. Socrates had a formative influence on Western philosophy, and he emphasized logical method, the meaning of human experience, and the quest for eudaimonia through moral excellence. His famous paradox, that no one does wrong

The Various Government Roles in Health Care Free Essays

In this new report MGI finds that the United States spends approximately $480 billion ($1,600 per capita) more on health care than other OECD countries and that additional spending is not explained by a higher disease burden; the research shows that the US population is not significantly sicker than the other countries studied. Robert Frank, a Cornell economist, has proposed new ways of overcome the opposition to some kind of government- (and therefore taxpayers-), funded solution to the problem. He has put his finger on the two main obstacles to major change in the current system, insurance company opposition and higher taxes. We will write a custom essay sample on The Various Government Roles in Health Care or any similar topic only for you Order Now He suggests that insurance companies, who have acted in good faith to respond to incentives provided by the market, could be subsidized for their losses while their managements shift their health insurance strategies, perhaps to provide only supplemental private coverage. A portion of the $280 billion in annual savings suggested above could be used for this purpose. Booz Allen Hamilton recently sponsored a panel discussion on â€Å"The Federal Government’s Role in Medical Innovation.† The panel focused on federal programs, regulations and policies that can reduce barriers and foster innovation in healthcare delivery and medical product development in the United States. Participating on the panel and in the audience discussion were leading experts from payer, provider, and life science companies in the biotechnology and pharmaceutical sectors, as well as key policy makers and staff from government agencies. While participants acknowledged the challenges, they agree that government should play a continuing role—and, in some instances, a strengthened role—in promoting innovation in several key areas. Providing targeted funding to support development of product and service innovation at junctures where private funding is inadequate. Also with the facilitating collaboration by setting standards for information exchange and leading selected cross- sector initiatives. And with the developments of  regulations and policies that incentivize innovation and promote the dissemination and widespread use of models, technology, and products that demonstrate measurable gains in healthcare quality, efficiency and outcomes. The real bottom line is that the government is trying to cut billions of dollars from the federal government’s spending bill and healthcare is one of the leading costs for the government funding. The insurance companies, who have respond to incentives provided by the market, subsidize for their losses while their managements shift their health insurance strategies, perhaps to provide only supplemental private coverage. Without the out front cost labeled as new taxes for the American citizens so it is being curved by the new healthcare plan that all Americans families must buy into to receive healthcare that is labeled as affordable, but to many Americans at is add cost that we just cannot afford with today economy. This would be a saving of $280 billion in annual that could be used for other purposes. How to cite The Various Government Roles in Health Care, Papers The Various Government Roles In Health Care Free Essays In this new report MGI finds that the United States spends approximately $480 billion ($1,600 per capita) more on health care than other OECD countries and that additional spending is not explained by a higher disease burden; the research shows that the US population is not significantly sicker than the other countries studied. (www. mckinsey. We will write a custom essay sample on The Various Government Roles In Health Care or any similar topic only for you Order Now com) Robert Frank, a Cornell economist, has proposed new ways of overcome the opposition to some kind of government- (and therefore taxpayers-), funded solution to the problem. He has put his finger on the two main obstacles to major change in the current system, insurance company opposition and higher taxes. He suggests that insurance companies, who have acted in good faith to respond to incentives provided by the market, could be subsidized for their losses while their managements shift their health insurance strategies, perhaps to provide only supplemental private coverage. A portion of the $280 billion in annual savings suggested above could be used for this purpose. (www. hbswk. hbs. edu/item/5645) Booz Allen Hamilton recently sponsored a panel discussion on â€Å"The Federal Government’s Role in Medical Innovation. † The panel focused on federal programs, regulations and policies that can reduce barriers and foster innovation in healthcare delivery and medical product development in the United States. Participating on the panel and in the audience discussion were leading experts from payer, provider, and life science companies in the biotechnology and pharmaceutical sectors, as well as key policy makers and staff from government agencies. While participants acknowledged the challenges, they agree that government should play a continuing role—and, in some instances, a strengthened role—in promoting innovation in several key areas. (www. boozallen. com) Providing targeted funding to support development of product and service innovation at junctures where private funding is inadequate. Also with the facilitating collaboration by setting standards for information exchange and leading selected cross- sector initiatives. And with the developments of regulations and policies that incentivize innovation and promote the dissemination and widespread use of models, technology, and products that demonstrate measurable gains in healthcare quality, efficiency and outcomes. (www. hbswk. hbs. edu/item/5645) The real bottom line is that the government is trying to cut billions of dollars from the federal government’s spending bill and healthcare is one of the leading costs for the government funding. The insurance companies, who have respond to incentives provided by the market, subsidize for their losses while their managements shift their health insurance strategies, perhaps to provide only supplemental private coverage. without the out front cost labeled as new taxes for the American citizens so it is being curved by the new healthcare plan that all Americans families must buy into to receive healthcare that is labeled as affordable, but to many Americans at is add cost that we just cannot afford with today economy. This would be a saving of $280 billion in annual that could be used for other purposes. How to cite The Various Government Roles In Health Care, Papers

India My Native Land free essay sample

He is modern India’s first poet to express his patriotism in poetry, the first to verbalise in verse the desire of the Indians for Freedom. Derozio’s poems demonstrate his eager desire to inspire the young Indians to struggle and strive for India’s independence from the clutches of the British imperialism. To India My Native Land  is a typical Deroozian poem in its theme and style. The poem laments the degradation and devaluation of India because of her slavery to the British and seeks to regain India’s lost glory and reverence. The poem begins with a grief-stricken utterance  My country! hat reverberates throughout the poem. The poet, with a heart brimming with sorrow, grieves over the lamentable and nightmare scenario of present India. India is trodden under the British feet. *  My country! The profound patriotic fervor of the poet finds expression in this passionate address. ?  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Here, the poet uses the figure of speech Ap ostrophe. Apostrophe is rhetorical device that addresses things which are personified; absent people or abstract ideas. Apostrophe is often used to convey extreme emotion. These are examples of Apostrophe from Shakespeare: O happy dagger! This is thy sheath; there rust, and let me die. Romeo and Juliet â€Å"O, pardon me, thou bleeding piece of earth†¦. †Ã‚  Julius Caesar Derozio personifies India as a Divine Goddess. India is considered as a female figure since wealways relate to our country as mother and in India we refer to our country as Bharat Mata (or Mother India). *  in thy days of glory past:  in the past when India was full of glory In the past, India had a rich cultural, spiritual and literary attribute: she was full of glory and was admired and reverred all over the world. India was regarded highly by all but now, because of her subjugation to the British imperial intentions, she has lost all her glory and grandeur. *  a beauteous halo Halo: a circle of light surrounding the head of a holy person in a painting or a sculpture. The phrase underscores the divine and stellar status that India enjoyed in the past. She was worshipped as a deity, as a goddess. ?  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The poet resorts to the figure of speech Metaphor to compare India to a deity. Metaphor is a figure of speech in which two things are compared omitting  like  or  as. E  Ã‚  The car flew down the highway. My love is a red, red rose. Simile is a figure of speech in which two things are compared using  like  or  as. E  Ã‚  The car flew like a bird down the highway. My love is like a red, red rose. |  The poet then exclaims rhetorically where the glory and reverence that India enjoyed in the past have vanished. | Rhetorical Question is a question in which the answer is implied in the question itself. E  Can we forget those happy days? Such a poetic technique is used by the poet to involve the readers in the drift of the poem. *  Thy eagle pinion is chained at last Eagle is a royal bird; pinion is its wings. The poet metaphorically compares India at present to an eagle, a regal bird, which is chained and, hence, cannot fly. The contrast of India at present to the India in the past is obvious. In the past, India was like an eagle regally soaring high up in the sky. But, at present, she has been demeaned to the condition of a chained eagle unable to fly but can only crawl piteously on the lowly rubble. *  grovelling in the lowly dust art thou grovelling = crawling humble = cheap, worthless, mean dust = earth The use of the word  dust  is significant in that it refers to a saying in the Bible â€Å"Thou art dust; thou returnst to dust†. Dust is an image of death. According to the Christian belief, God created man out of clay (dust) and when, after his death, he is buried, he becomes one with the earth (dust). *  Thy minstrels hath no wreath to weave for thee Minstrels are poet-singers. Wreath is a floral decoration placed over man’s dead body to show respect and regard to the dead soul. Wreath is an image of death. The poet employs these images of death- dust and wreath- to communicate to the readers the worthless and meaningless as well as the demoralised condition of India under the British dominance. The writing of a poem is compared, using a concealed metaphor, to the weaving of a wreath. In the past, the poets used to compose and sing songs of praise glorifying the greatness of India. Now, the poets can no more write these eulogies since India is in a miserable state having lost all its glory and divine status of the past. *  Save the sad story of thy misery The word  Save  is used here, not in its original meaning  rescue, but to mean  except/but. The poets cannot glorify India in their poems but they can only write poems on the tragic tale of India’s present misery under the British colonialism. In the octet of the sonnet, Derozio laments the loss of glory and reverence of his beloved country India. The sorrowful strain of the poem carries the poet’s deep distress at India’s misery. *  Well The poet comes to a decision. He offers his selfless labours to his prized country and attempts to salvage her from the abject abyss of ruination now. The poet’s intention is to comprehensively explore (dive into) the past history of India (depths of time) and to write poems (bring out) on a few glorious and esteemed epochs (a  few small fragments) from the chronicles of Indian history. By this means, Derozio hopes to introduce to the present and future generations the dignified status and magnificent grandeur that his country once enjoyed. By making the men and women of now and coming days aware of the bygone grandeur and greatness of India, Derozio expects to regain and reestablish India’s glory and reverence. His poems of glory, dedicated to his dearest motherland, will inspire the young Indians to break the shackles of slavery under the British supremacy. *  wreck sublime Though India is at present in a wrecked and wretched state, she still retains a few remnants of her past nobility and sublime nature. The poet compares India to a shipwreck. (Metaphor) Just as a diver plunges into the depths of the sea to search in a wrecked ship for valuable treasures and retrieve them, the poet studies India’s past and writes poems about those treasured moments in Indian history. guerdon –reward my efforts- the poet’s efforts (of writing poems on the past glory of India) fallen – in a ruined state kind –loving wish- blessing My fallen country! The figure of speech is Apostrophe The poet demonstrates his selfless patriotic feelings by asserting that he expects no worldly rewards for his efforts to regain the glory of his country. He wishes to have only the loving blessing of his Mother country. CONCLUSION About the Poet To India – My native land  is a poem by Henry Louis Vivian Derozio. Derozio lived during the early 19th century. He was a teacher, a scholar, a poet and an academician of Eurasian and Portuguese descent. He considered himself to be an Indian and encouraged free thinking among his students. He oversaw the publication of a journal in which his student wrote against the British rule in India, orthodox Hindu practices and favored emancipation of women. The journal was banned and Derozio lost his job due to his unorthodox views. His opposition to the British and the orthodox Hindu practices alienated him from both the society as well as the government. He spent his last days in penury, starvation and died of cholera at the age of 22. It’s sad to know such a great thinker and poet had a sad end. Derozio was one of the few people who used to think much ahead of their times and is remembered as an intellectual anarchists of his times. Brief explanation In this poem, Derozio personifies India and talks to her in a monologue. Derozio talks about the glorious past of India. He tells her (while Derozio does not hint at what sex he personifies India as, I assume it to be a female because we always refer to a country as mother and in India we refer to our country as  Bharat Mata  (or mother India the diety)) that in her days of glory, she used to be regarded highly, worshipped   and was considered sacrosanct. But now (at the time of writing the poem) all this grandeur of hers is lost. Derozio is evidently unhappy with the British rule in India and refers to the same in the line  Ã¢â‚¬Å"The eagle pinion is chained down at last†, where eagle refers to India. It is believed that in early days of British rule, foreigners referred to India as the Golden Eagle or Golden bird as it was very rich and one of the largest producer of gold and diamonds. Foreign visitor were awed by the riches and hospitality that India offered. However, the British rule and internal weaknesses brought the country slavery and demolished its pride and identity. This thought is clearly conveyed in the following line by Derozio:  Ã¢â‚¬Å"And groveling in the lowly dust art thou† There was an acute sense of hopelessness due to lack of freedom and stagnation in the standards of living. Derozio says that there is nothing more to write apart for the then current situation of the country (â€Å"no wreath to weave for thee, Save the sad story of thy miseryâ€Å"). Therefore Derozio wishes to bring back / write about the past of India (â€Å"ages that have rolled†) by  Ã¢â‚¬Å"diving into the depths of time†Ã‚  and bringing back its glory (â€Å"small fragments of those wrecks sublime†). This glorious past may be forgotten with time and people may never get to see or read about again (â€Å"Which human eyes may never more beholdâ€Å"). As a reward for his labour, Derozio prays to his country to grant his wish i. e. return of the past glory and pride BIBLIOGRAPHY http://www. enotes. com/to-india-my-native-land/summary http://atulvidyalaya. ac. in/images/lesson_plan/english_literature_std9-10_to_india_my_native. pdf The above has been taken from the following website http://www. diary. viveksanghi. com/2006/10†¦ http://www. icseenglishhelp. org/2012/07/poetry-study-aidto-india-my-native-land. html http://stubbornfanatic. wordpress. com/2006/10/09/%E2%80%9Cto-india-%E2%80%93-my-native-land%E2%80%9D-by-derozio/

Management development techniques Small businesses

Table of Contents Abstract Introduction Strategies used by Small Businesses Advantages of Management Development Disadvantages of Management Development Techniques Conclusion References Abstract Management development is a very essential aspect in today’s corporate world given the increase in competition and the need for quality products and services. The paper looks at various management development strategies that can be applied by small businesses in their quest to ensure that the highest productivity is attained.Advertising We will write a custom research paper sample on Management development techniques: Small businesses specifically for you for only $16.05 $11/page Learn More Moreover, advantages and disadvantages of various strategies are outlined because these are very essential when choosing which strategy to use. The paper specifically focuses on small businesses, which are mostly faced with a lot of challenges when deciding on a pro per plan of action to be implemented. Besides explaining management development techniques available for small businesses, the paper provides factors that should be considered before agreeing which development strategy to adopt. Introduction Every organization aims at attaining the highest standards in the market. This involves continuously upgrading the processes used to run day-to-day activities of a firm. Systems have to be advanced to keep abreast of the constantly changing customer demand. Similarly, technology needs to be updated to ensure that most current innovations are in place at any given time. Moreover, employees need to be often trained in order to advance their skills and enrich their knowledge so that maximum output can be achieved from them. However, much as all this needs to be done, it should be noted that management is very vital in determining performance of a given firm. It is the role of management to ensure that everything is as it should be. Consequently, ma nagement development is crucial in ensuring that organization is able to advance. It is important to note that there are several management development techniques that can be applied, especially for small businesses. Strategies used by Small Businesses Need for training differs from one organization to another. As a result, strategies of training will be different. Moreover, different people will have different needs which will require different modes of training. Consequently, there are several approaches that are used by various business organizations. These strategies vary from simple and cheap ones to complex and somehow expensive methods (Pearn, 2003).Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Among the most common training techniques used in small businesses is leadership training. This often involves introduction of lessons about management of employees. Members of the staff who are well conversant with management can be given the mandate of training other employees. However, it has been proved through research that the programs where a third party handles the process of training are more effective. Leadership training strategies can be divided into generic and focused strategies. On the one hand, generic leadership training strategies train on all managerial duties that one can handle without concentration on any specific area. On the other hand, focused training strategies refer to strategies where an individual is trained only on his or her sphere of duties (Gallucci, Lare, Yoon Boatright, 2010). This means that an individual trained to become a human resource manager will be taught only on the aspects of human resource management. It is important to note that focused training strategies are very effective as compared to generic strategies given the fact that focused strategies are exhaustive. Additionally, small businesses can choose some ma nagers to train the others in the given areas. The strategy known as a peer training is effective when the individuals chosen as trainers have enough experience in their area of specialization. The managers that are undergoing training are given the opportunity to learn while they are working and thus gain firsthand information. Additionally, the strategy gives learners the opportunity of asking questions and applying the answers they get immediately, which makes the points permanent (Norman, 2013). It should be noted that not every individual can become a trainer in an organization. Consequently, trainers should be only those people who have explicitly shown their interest and willingness of sharing their experience with the others. The training programs should be developed by the trainers in collaboration with the human resource department and departmental managers to ensure that time allocation does not interfere with the activities of the firm.Advertising We will write a cu stom research paper sample on Management development techniques: Small businesses specifically for you for only $16.05 $11/page Learn More Managers have the ability to influence employees to stay with a company or quit. If a manager handles his or her staff members in a bad way, employees will become dissatisfied with the firm and thus quit to search for employment elsewhere. In this regard, every business, irrespective of its size, will have to train its managers on how to handle their juniors. This includes the correct way of communication as well as the acceptable code of conduct. As a result, behavior training is very crucial for management development. Behavior training strategies may include enhancement of sensitivity of managers as well as creation of awareness on sexual harassment. To make the strategy more effective, Gray (2004) suggests that the program should include possible effects if the manager behaves otherwise. Arguably, financial constraint is the key factor that limits how far a small business can go in regard to the management development. While there are some very effective strategies that can highly increase output of a business, if implemented, they are mostly expensive and out of reach for many small businesses. Managers can, therefore, be encouraged to individually increase their knowledge by their own initiative (Haan, 2004). This can be achieved by coming up with a program where any kind of educational course is subsidized. This will encourage not only managers but also other employees to enhance their skills. On the other hand, a company can come up with a library which will contain the books addressing issues related to career development as well as personal development. Self-managed learning process is also very effective when it comes to management development in small businesses. There are several approaches used in self-managed learning. Firstly, people can use seminars and conferences where they share knowledge and ideas. In the process of exchanging ideas, people end up learning new things. Moreover, this approach increases confidence and public presentation skills. Another approach is the use of social networks. These platforms allow people to engage in exchanging ideas, which leads to knowledge sharing. As a matter of fact, this does not necessarily have to be done in accordance with any schedule and is thus enjoyable to all the parties.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Additionally, the internet has many resources that can be used to learn. Consequently, an individual can decide to read materials regarding the subject of interest (Haan, 2004). Consequently, people can gain a lot of crucial information that can be positively used in an organization. Furthermore, learners may decide to use different approaches of studying available. The first one is a deep approach where a learner tries to understand new ideas on his/her own and put them into practice in a real life work situation. This approach is very effective because it ensures maximum retention of ideas gained. Self-managed learning also applies the surface approach of learning. In this approach, the learners only concentrate on the required areas of learning. This is meant to ensure that learners are not overburdened with reading what will not be of use to them (Norman, 2013). SML also concentrates on required issues only because individuals aim at enhancing specific skills. This approach is r eferred to as a strategic approach. Human beings should work hard to increase their income by any percentage. Consequently, people will improve their performance if they know that by doing so they will gain material benefit. Small business can come up with a rewarding system where the best managers are rewarded. This will encourage managers to join training programs where they will improve their skills. While managers will be developing their skills aiming at material benefit that come with that, output of the firm in general will also be improving (Konczak, Stelly Trusty, 2000). It should however be noted that rewards given should meet the desires of managers aimed. Otherwise, the rewarding system will not be able to meet its intended goals. In order to achieve the desired behavior in an organization, role-playing strategy can be applied. Under this strategy, the trainer conducts him or herself in the required manner when in different situations. This is carried out in order to en sure that learners get the firsthand information of what is expected of them. This strategy involves setting up of different circumstances which a manager can come across and then displaying the expected code of conduct (Harrison, 2005). Besides providing a practical example of the situations that one can find him or herself in, this strategy provides trainers with the opportunity of assessing whether the trainees have understood. Notably, the most common mode of development is undertaking courses related to ones career. Therefore, management development can also be attained through attending various course both short and long term. In this regard, small businesses can choose to send some managers to training at given periods of time. Conversely, the business can come up with a program where managers are given study leaves so that they can take various courses that will improve their performance. These courses may be fulltime or part time depending on the intensity of the course and time available. This strategy is beneficial because it provides the managers with ample time to learn in a class environment thus making them more serious on what they learn. It should also be noted that since there is documented results regarding performance, it is possible to know which area one is best at. However, care should be taken to ensure that the courses taken are relevant to the job description of an individual (Resnick, 2010). Another beneficial strategy that can be applied by small businesses is executive education. This could be general courses touching on managerial roles or customized programs that take into consideration the special needs of the business. Executive education is offered by various academic institutions and is meant for business executives as well as business managers. It is important to note that executive education is very valuable because it takes into consideration current business environment and technological changes when coming up with the co urse outline. As a result, the strategy is highly influential in enhancing the ability of managers to attend to their duties (Konczak, Stelly Trusty, 2000). Lately, customized executive education has gained popularity given the fact that it is able to deal with problems that are unique to each business. Furthermore, executive education focuses on improving specific skills that are necessary for the proper functioning of any business. It should be noted here that courses offered by executive education range from simple courses to more complex ones. Advantages of Management Development Management development is very vital for any organization be it a small business or a multinational company. Each business entity needs to advance its operations in all the aspects, thus, management is a very crucial ingredient in successful firm’s operation. To begin with, management development helps a company to ensure that it integrates technological advancements at the right time. This invo lves equipping the managers with up-to-date skills and techniques which are very crucial in ensuring that the business remains relevant especially given the issue of globalization. Moreover, management development techniques enable a firm to come up with the most applicable methods of aligning people with processes for maximum output (Pearn, 2003). Similarly, management development is essential in ensuring that the most recent and highly efficient methods of production are applied in any business, thus increasing its output. Besides, management development is very crucial in enhancing ability of managers to execute their duties efficiently and increasing their awareness of the most effective leadership style. Arguably, the most important benefit of management development is that it increases sensitivity of managers. Consequently, it enables managers to timely know when something is going wrong in the business and implement necessary actions. Moreover, it enables managers to understa nd the need to give their juniors the opportunity to make their careers and improve their knowledge. Managers also learn techniques of managing different teams of people, as it is quite crucial in their job description. Disadvantages of Management Development Techniques It should, however, be noted that management training strategies have various drawbacks. Sometimes, some strategies are very expensive to maintain and can be out of scope for many small businesses. Moreover, other strategies are very comprehensive and require long period of time to be accomplished. Unfortunately, small businesses might not be able to keep managers out of work for that long. Furthermore, other strategies, for example, those that require individual initiative might not be effective since many people may not be willing to follow them. Peer training lacks innovativeness and leads to replication of ideas. In this regard, it is incapable of bringing on board new skills to meet changes and advancement in th e corporate world (Harrison, 2005). Conclusion Management development is a requirement that any business organization cannot do without. Given the dynamics in the business world, companies need to continuously train their staff so that they can be able to keep up with the change in demand. Small businesses need specifically not only to keep abreast of technological advancement, but also meet the demand. This can be achieved through proper management of people given that they form the core of any business. In this regard, businesses need to consider management development techniques that fit their needs and implement them. However, in choosing the strategy to use various factors including time, cost and specific needs of the business should be put into consideration. References Gallucci, C., Lare, M. D., Yoon, I. H. Boatright, B. (2010). Instructional Coaching: Building Theory about the Role and Organizational Support for Professional Learning. American Educational research Journal, 47(4), 919-963. Gray, C. (2004). Management Development In European Small and Medium Enterprises. Advances in Developing Human Resources, 6(4), 451-469. Haan, E. D. (2004). Learning with Colleagues: An Action Guide for Peer Consultation. Basingstoke: Palgrave Macmillan. Harrison, R. (2005). Learning and Development. London: CIPD Publishing. Konczak, L. J., Stelly, D. J. Trusty, M. L. (2000). Defining and Measuring Empowering Leader Behaviors: Development of an Upward Feedback Instrument. Educational and Psychological Measurement, 60(2), 301-313. Norman, G. (2013). Learner Managed Learning: Practice, Theory and Policy. London: Routledge. Pearn, M. (2003). Individually Differences and Development in Organizations. Hoboken: John Willey Sons. Resnick, L. B. (2010). Nested Learning Systems for the Thinking Curriculum. Educational Researcher, 39(3), 183-197. This research paper on Management development techniques: Small businesses was written and submitted by user Carley Russo to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Learn How to Conjugate Monter (to Climb) in French

Learn How to Conjugate Monter (to Climb) in French A very useful verb, the French  monter  means to climb or to go up. You can imagine how many times youll use it, which is why its important to study how to conjugate it so you can say I climbed or he is climbing in French. This lesson will show you how to do just that. Its also important that you do not confuse  monter with  montrer  (to  show). That one  r  can make a big difference in the meaning of your sentence. The Basic Conjugations of  Monter In French, the conjugations of verbs are more complicated than they are in English. While we can use -ing  for the present tense and -ed  for most past tense uses, French requires a different form of the verb for every subject pronoun within each tense. While that does give you five more words to learn for each of the present, future, and imperfect past tenses, they are easier if youve studied similar words. Thats because  monter  is  a  regular -er verb, meaning it uses the same infinitive ending as the majority of French verbs. With each new one you learn, it becomes a little easier to memorize those youre not familiar with. To study the conjugations of  monter, use the chart to match the subject pronoun with the tense of your sentence. This will indicate which ending is added to the verbs stem (or radical),  mont-. For example, I am climbing is  je monte  and we went up is  nous montions. While that seems simple enough, youll definitely want to practice these conjugations in context. Luckily, there are many common  expressions with  monter  for you to use. Present Future Imperfect je monte monterai montais tu montes monteras montais il monte montera montait nous montons monterons montions vous montez monterez montiez ils montent monteront montaient The Present Participle of Monter The  present participle  of  monter  is  montant. Youll notice that this was formed by adding -ant  to the verb stem, another rule that applies to almost every regular -er  verb. Monter  in the Compound Past Tense For the past tense, the  passà © composà ©Ã‚  is an alternative to the imperfect. This is a compound conjugation, so you will need the  auxiliary verb  Ãƒ ªtre  as well as the  past participle  montà ©. The phrase comes together quite easily. Begin by conjugating  Ãƒ ªtre  into the present tense appropriate to the subject, then allow the past participle to indicate that someone has already climbed. For example, I climbed is  je suis montà ©Ã‚  and we climbed is  nous sommes montà ©. More Simple Conjugations of Monter There will be times when you may need to question whether the act of climbing took place or not. For those occasions, you can use the subjunctive. Similarly, if someone will climb only  if  something else happens, the conditional can be used. Though you might not need either the passà © simple  or  imperfect subjunctive, these are good to know. However, theyre used only on occasion, so they do not need to be a priority. Subjunctive Conditional Pass Simple Imperfect Subjunctive je monte monterais montai montasse tu montes monterais montas montasses il monte monterait monta montt nous montions monterions montmes montassions vous montiez monteriez monttes montassiez ils montent monteraient montrent montassent For direct commands and other short sentences, you can skip the subject pronoun and use  the imperative  form  of  monter. Simplify it to  monte  rather than the more formal  tu monte. Imperative (tu) monte (nous) montons (vous) montez

Garza Surname Meaning and Origin

Garza Surname Meaning and Origin Garza is a surname with several possible origins: Meaning heron in Spanish, the Garza surname usually translates as dweller at the sign of the heron or dove. It may have been given as a descriptive nickname for someone with long legs like a heron. It could also be a habitational name for someone from one of several places named Garza.Garza is sometimes a variation of Garcia, the Spanish form of Gerald, meaning ruler of the spear. Garza is the 26th most common Hispanic surname. Surname Origin:  Spanish Alternate Surname Spellings:  DE GARZA, DE LA GARZA, GARZO, GARZON, GARCI, GARCEZ, GARCIA Famous People With the Surname Garza Alana de la Garza - an American actressTony Garza - Mexican American politician and former United States Ambassador to Mexico (2002-2009)Madison De La Garza - American child actress, best known for her role in the television hit Desperate Housewives. Where Do People With the Garza Surname Live? The surname distribution data at  Forebears  puts the Garza surname as most popular in Mexico, where it ranks as the 47th most common surname. Outside of Mexico, Garza is most common in the United States- found in large numbers in Texas, followed by California, Illinois, Washington, Arizona, Michigan, and Florida. WorldNames PublicProfiler also puts the largest number of individuals named Garza in Texas, by over six times as great as the next state, New Mexico. In Spain, Garza is most common in the  Aragà ³n region. Genealogy Resources for the Surname Garza 100 Common Hispanic Surnames Their MeaningsGarcia, Martinez, Rodriguez, Lopez, Hernandez... Are you one of the millions of people sporting one of these top 100 common Hispanic last names? How to Research Hispanic HeritageLearn how to get started researching  your Hispanic ancestors, including the basics of family tree research and country-specific organizations, genealogical records, and resources for Spain, Latin America, Mexico, Brazil, the Caribbean, and other Spanish speaking countries. Garza Family Crest - Its Not What You ThinkContrary to what you may hear, there is no such thing as a Garza family crest or coat of arms for the Garza surname.  Coats of arms are granted to individuals, not families, and may rightfully be used only by the uninterrupted male-line descendants of the person to whom the coat of arms was originally granted.   Garza Family Genealogy ForumSearch this popular genealogy forum for the Garza surname to find others who might be researching your ancestors, or post your own Garza query. FamilySearch - Garza GenealogyAccess over 1.5 million free historical records and lineage-linked family trees posted for the Garza surname and its variations on this free genealogy website hosted by the Church of Jesus Christ of Latter-day Saints. GeneaNet - Garza RecordsGeneaNet includes archival records, family trees, and other resources for individuals with the Garza surname, with a concentration on records and families from France, Spain, and other European countries. Garza Surname Family Mailing ListsThis free mailing list for researchers of the Garza surname and its variations includes subscription details and searchable archives of past messages. DistantCousin.com - Garza Genealogy Family HistoryExplore free databases and genealogy links for the last name Garza. The Garza Genealogy and Family Tree PageBrowse family trees and links to genealogical and historical records for individuals with the last name Garza from the website of Genealogy Today. References Cottle, Basil.  Penguin Dictionary of Surnames. Baltimore, MD: Penguin Books, 1967. Dorward, David.  Scottish Surnames. Collins Celtic (Pocket edition), 1998. Fucilla, Joseph.  Our Italian Surnames. Genealogical Publishing Company, 2003. Hanks, Patrick and Flavia Hodges.  A Dictionary of Surnames. Oxford University Press, 1989. Hanks, Patrick.  Dictionary of American Family Names. Oxford University Press, 2003. Reaney, P.H.  A Dictionary of English Surnames. Oxford University Press, 1997. Smith, Elsdon C.  American Surnames. Genealogical Publishing Company, 1997

HR Linkage Model - Part II Assignment Example | Topics and Well Written Essays - 250 words

HR Linkage Model - Part II - Assignment Example organization can be said to be dependent on the factors stated above, the human resource function of the organization should always be given priority attention when it comes to the demonstration of strategic value. The basis for this assertion is that all the other components of organizational growth are not run automatically but by employees who are expected to have the right form of training and competence (Schneider, 2006). I have always believed in using lean thinking in achieving organizational growth, and even though you do not make specific reference to this concept, I find that that is what your input is trying to arrive at. This is because according to Lawler, Jamrog & Boudreau (2011), it is when lean thinking is applied by organizations that the cost of production can be reduced without losing efficiency and productivity. Having said this, I support your position very strongly that there ought to be a form of cost balancing within your organization in order to improve productivity. Even though you make reference to the use of HR scorecard, I would like to ask if you have really considered the factors that can help employees develop their skills and talent in order to score highly on the scorecard. I would agree with Becker, Huselid & Ulrich (2001) that continuous training and development is necessary in ensuring that employees are well placed to ensure that they deliver

Fast food Research Report Essay Example | Topics and Well Written Essays - 3750 words

Fast food Research Report - Essay Example Approximately 22 percent of the interviewed respondents stated that they took fast food four days in a week and more than one-fifth of the population had the meal on daily basis. Although 90 percent were aware of the adverse effects of fast foods, they were still addicted to it. Health education programs, public awareness campaigns as well as dietary guidelines could be initiated so as to address the unhealthy lifestyles of the students and help them improve on their health. Good tastes of the foods, low costs were some of the main reasons given by the students for consuming fast foods occasionally. Others said that the foods are quick, easy to get and cheap. Other students said that they are very busy to cook and that they don’t like the experience of cooking. On the other hand, high costs and preference for other restaurants were the major reasons not to consume such foods (Fraser, Edwards, Cade, Clarke 2012, 82). The average monthly frequency of consumption of fast foods by the students was 4.05 (4.25 for men and 3.83 for ladies). As anticipated, the consumption of fast foods was considered to be a special event instead of being a part of ever day diet, closely connected with meeting close friends and celebrating on special occasions. Attitude towards the consumption of fast foods was not notably associated with the behavioral intention. Therefore, effective and efficient nutrition education programs on consumption of fast foods should include components to alter the subjective norms of fast food consumption, more so among peers as well as perceived behavioral control. Further studies should be conducted to examine effective ways of altering subjective norms and possible choices to fast food consumption for students in colleges and universities to alter perceived behavioral control (Brevard & Ricketts 1996, 35) Consumption of take

Two-Factor Theory of Emotion Essay Example for Free

Two-Factor Theory of Emotion Essay One day my sister was running for her class she was late for and had a quiz in. She bumped into one of her colleagues. Her heart started pumping very fast, her body trembling and she was stuttering while talking to him.She thought she felt that way because she liked him as no one has ever made her adrenaline rush to that extent. This behavior is related to the two-factor theory of emotion, which is the idea that a person first experiences physiological arousal and then seeks an appropriate explanation for it, this two-step self-perception process results in an emotional experience. Sometimes, the most reasonable explanation is not the right one, and people end up making mistaken conclusions about what caused them to feel the way they did and this is called misattribution of arousal. Schachter’s theory states that because our physical states are difficult to label on their own,we use information in the situation to help us make an attribution about why we feel aroused. My sister thought that she had a big crush on the guy as an explanation for the physiological arousal she experienced. According to the theory, her interpretation to the emotional experience she went through was wrong; she was actually running to a class she’s late for and afraid of missing the quiz. She was already nervous due to these reasons and therefore she experienced this physiological arousal. However, when she felt that way, she mistakenly related it to the guy she met, which is considered a misattribution of arousal situation. Maybe if she met him in a normal situation, she can judge clearly whether her conclusion was right or not.

Pearl Harbor not a surprise Essay -- essays research papers

Introduction – Pearl Harbor was vulnerable to attack because of the obstruction of defense and warning. I. Signs of Japan’s intent to attack II. Politics involvement A. War support B. Eight-step plan III. Neglected warning signs near Pearl Harbor soon before the attack A. Midget subs B. Radar detecting The attack on Pearl Harbor has been known to be a complete surprise. Whenever one thinks about it, they consider that it was. They may think that it was a total surprise except for a few small warning signs that our government seems to have ignored. Children are taught that Pearl Harbor is the "Surprise Attack on Pearl Harbor" in school. It has gone into history as this. Even the president, Franklin D. Roosevelt, said in a speech soon after the attacks it was, but he was lying. Franklin D. Roosevelt, in fact, and a few select top armed forces advisors working closely with him are directly responsible for the â€Å"surprise† of the attack on Pearl Harbor. Many opportunities to prevent and defend the attacks upon Pearl Harbor were never taken. The United States government knew well of Japan’s intent to attack Pearl Harbor well before the occurred. The attack may have been a surprise to Pearl Harbor, but it sure wasn’t to Franklin D. Roosevelt and few select top armed forces advisors of his. An investigation after the attack revealed that the intercepting station received at least forty-three different decoded messages that had clues to the attack. The president had at least four intelligence officers under direct orders from Roosevelt. They had decoded the Japanese code and had been monitoring their communications before the attack. They knew all about news of the planned attack. In 48 hours before the attack, LTC Clifford M. Andrew, was told to burn forty file cabinets of top secret information on Pearl Harbor so no investigation could seek out the truth which was labeled top secret and destroyed. Why did Franklin D. Roosevelt hinder any warnings to go though to Pearl Harbor? He knew that most of American society before the Pearl Harbor bombing believed in the idea of isolationism. The only wa... ...he attack started, many soldiers thought it was a drill and nobody took action right away. There may have been a positive side to the attack. Overall, Roosevelt did many things considered wrong and abusive to his right of presidency. However, had he not, the United States may never have entered the war. And certainly we would not have been as united in our stand against evil, for the surprise attack on Pearl Harbor made Americans sympathetic for our striped men and women, causing more help from the mass majority of Americans, eventually leading to victory in World War II. Had Nazi Germany won, no one knows the extent of evil that would have been caused. Even though Franklin Delano Roosevelt did many wrong things, his reasoning was good, and we were victorious. Yes, in its self, December 7th 1941 was known mostly to be a day that will â€Å"live in infamy,† for the destruction of part of America’s military power, many lives lost, and the start of the war for the U.S. To sum this report up, December 7, 1941 should be better known for the day that will â€Å"live in infamy† because of the obstruction of warning or basic defense that would have certainly saved many lives and military property.

Org Behaviou

Table of Contents 1. 0 Introduction2 2. 0 Initial Situation – Case Analysis2 2. 1 The History of Bristol-Myers Squibb (BMS)2 2. 2 Peter R. Dolan3 2. 3 What is Plavix? 3 2. 4 Plavix Generic Drug Agreements4 2. 5 Dolan’s Fate5 3. 0 Questions and Answers6 3. 1 Q1) What principles of distributive Negotiation did Sherman use to gain his advantage? 6 3. 2 Q2 ) Do you think Sherman behaved ethically? Why or why not? 7 3. 3 Q3) What does this incident tell you about the role of deception in negotiation? 9 4. 0 Conclusion10 1. 0 Introduction All organisations form an integral part of the global village. Therefore organisations have become open systems due to deregulation, ever changing technology, lifestyle and demographics. In order to be triumphant in today’s dynamic environment organisations need to focus on the environment it operates in and have to react swiftly to the changes that occur by developing negotiation strategies to stay ahead of competition. Strategy is embedded in any organisations planning process and without strategy the organisation will become a candidate for acquisitions or would become extinct. In this report we have analysed the case of â€Å"DAVID OUT-NEGOTIATIONG GOLIATH: APOTEX AND BRISTOL-MYERS SQUIBB†, which is based on a real world scenario about the survival of two giants of the pharmaceutical industry at stake. Our main objective is to analyse the main conflicts and negotiation issues which have arisen during the negotiation process between the two giants and also to look at how their internal objectives have driven them to the final result. Therefore, we present some more external information about the elevant case to get a better background knowledge, and also we have analysed the main issues by answering the questions which have been brought up in the case. 2. 0 Initial Situation – Case Analysis 2. 1 The History of Bristol-Myers Squibb (BMS) In early 1887, William McLaren Bristol and John Ripley Myers invested $5,000 into a failing drug manufacturing firm located in Clinton, New York. The company was officially incorporated on December 13, 1887, an d in May 1898 changed its name to the Bristol, Myers Company. According to the records Bristol-Myers merged with Squibb in 1989 and created a global leader in the health care industry as â€Å"Bristol-Myers Squibb (BMS)†. By this merger it created the world’s second-largest pharmaceutical enterprise. (http://www. awpagesociety. com/images/uploads/Case_FINAL3. pdf – Accessed on 21, March 2011) Today, Bristol-Myers Squibb has become one of the leading worldwide provider of anti-cancer therapies as well as a leader in the discovery and development of innovative treatments to fight heart disease, stroke, and infectious diseases including HIV/AIDS. (http://www. awpagesociety. om/images/uploads/Case_FINAL3. pdf – Accessed on 21, March 2011) 2. 2 Peter R. Dolan Peter R. Dolan has received his BA from Tufts University in 1978, and his MBA from Dartmouth College in 1980. He began his career at General Foods from 1983–1987, but by 1988 had transferred to BMS as Vice-President of Marketing. Dolan was named CEO in Februar y 2001 and made Chairman of the Board in 2002. He was infamous within the company for setting â€Å"Big Hairy Audacious Goals†, such as his 2001 promise to double BMS revenues within five years. He regretted about that particular statement, as 2002 sales totalled came down from $18. billion, which was 1% of a decrease from 2000. (http://www. awpagesociety. com/images/uploads/Case_FINAL3. pdf – Accessed on 21, March 2011) 2. 3 What is Plavix? Plavix was a FDA-approved anti-platelet daily medication that reduces the risk of heart attack. Plavix was brought to market through a partnership between Bristol-Myers Squibb and French drug maker Sanofi-Aventis, the world’s third largest pharmaceutical company and the largest in Europe. Plavix 2005 global sales were $5. 9-billion, up more than 15% from 2004. According to Pharmaceutical Business Revenue and Data Monitor, sales were expected to peak at $6-billion in 2011. http://www. awpagesociety. com/images/uploads/Case_FI NAL3. pdf – Accessed on 21, March 2011) 2. 4 Plavix Generic Drug Agreements In July 2006, BMS announced that the U. S. Justice Department was investigating the company’s March 2006 agreement with Canadian generic drug manufacturer Apotex. The agreement was intended to delay the Apotex’s release of an inexpensive generic version of Plavix. Under the terms of Bristol-Myers’ ill-conceived agreement with Apotex, BMS offered Apotex $40 million to halt production of the generic Plavix until June 1, 2011. This date was five months before the Plavix patent was set to expire. Bristol-Myers also agreed not to release its own non-branded Plavix until six months after Apotex began to sell its generic version of the blood thinner. When asked to approve the agreement, the U. S. Federal Trade Commission (FTC) and state Attorneys General objected to these provisions. They labelled the Bristol-Myers concession anti-competitive because it assured that Apotex would be the sole market vendor of cheap, generic Plavix for at least six months. So, Bristol-Myers Squibb agreed to remove the anti-competitive provision from the contract. Nevertheless, the FTC began questioning Apotex regarding the revised agreement. During these questioning sessions, Apotex told the federal regulators that Bristol-Myers had given Apotex private assurance that it would not release a general version of Plavix to the market. (http://www. awpagesociety. com/images/uploads/Case_FINAL3. pdf – Accessed on 21, March 2011) When the agreement did not receive approval, Apotex quickly introduced its generic version of Plavix (which had obtained FDA approval earlier that year), and the drug became universally available in August 2006. Apotex priced the generic version at an estimated 10 to 20 percent discount. Apotex’s generic Plavix quickly gained 75% market share of new prescriptions. Within the month, Bristol-Myers Squibb was able to get a United States District Judge to order a temporary injunction halting further sales of the generic Plavix. However, the judge did not order a recall of generic Plavix. The District Court ruled that Apotex had the legal right to sell its generic version of Plavix. (http://www. awpagesociety. com/images/uploads/Case_FINAL3. pdf – Accessed on 21, March 2011) After only one month of generic Plavix competition, BMS was forced to reduce its 2006 earnings forecast by 25%. Bristol-Myers’s reduced per share earnings estimate was below the company dividend, meaning that Bristol would be paying more to shareholders than it actually earned. In sum, over the five years of Dolan’s tenure, the stock price of Bristol-Myers Squibb had declined by over 60%. (http://www. awpagesociety. com/images/uploads/Case_FINAL3. pdf – Accessed on 21, March 2011) 2. 5 Dolan’s Fate On September 12, 2006, CEO Peter Dolan and General Counsel Richard K. Willard were dismissed by the Bristol-Myers board. Dolan was replaced on an interim basis by James M. Cornelius, a Bristol-Myers director and former executive at Guiding Corporation. (http://www. awpagesociety. com/images/uploads/Case_FINAL3. pdf – Accessed on 21, March 2011) 3. 0 Questions and Answers 3. 1 Q1) What principles of distributive Negotiation did Sherman use to gain his advantage? Negotiation occurs whenever two or more conflicting parties attempt to resolve their divergent goals by redefining the terms of their interdependence. In, Other Words, People negotiate when they think that iscussion can produce a more satisfactory arrangement (at least for them) in their exchange of goods or services. ( McShane and Travaglione , 2003) A distributive negotiation is a type or process that normally entails a single issue to be negotiated. The single issue often involves price and frequently relates to the bargaining process. Also referred to as ‘Win – Loseâ€⠄¢, or ‘Fixed – Pie’ negotiation because one party generally gains at the expense of another party. (http://www. negotiations. com/definition/distributive-negotiation/) – Accessed on 27, March 2011) Despite the fact that BMS and Apotex entered the negotiation process, with the primary goal of achieving a ‘Win-Win’ situation which will lead to an integrative negotiation. However according to our analysis we feel that the negotiation ended on a ‘Win- Lose’ note, resulting in a distributive negotiation. Dr. Barry Sherman (Apotex) when negotiating with BMS, has used following distributive negotiation principles in order to achieve his Goals. Goal – In this case scenario, Dr. Sherman wanted to direct the negotiation in a way that would maximise his benefits as much as possible. As an example, Dr. Sherman inserted a clause in the deal that would require the BMS to pay Apotex $60 Million â€Å"IF† FTC rejected the deal. Motivation and Focus – When engaged in distributive bargaining one’s tactics are to focus on getting one’s opponent to agree to one’s specific target point or to get as closer as possible. (Robbins, 2005) â€Å"I Win, You lose†- where Apotex’s win is at the expense of BMS. Further it could be noted that the outcome of the negotiation falls outside the BMS’s resistance point indicating a total victory for Dr. Barry Sherman and Apotex . The two Company’s being opposed to each other is another distributive negotiation characteristic seen throughout the situation where BMS’s goal in this negotiation is to delay the launch of Apotex’s generic competitor, where as Apotex’s / Dr Sherman’s motive being its opposite. Information Sharing – In this negotiation process information sharing was low. This was evident through the clause inserted in the deal, and also by Dr. Sherman not disclosing the preparation of launching the generic product before the agreed date. Duration of Relationship – It is visible that the focus of the relationship between BMS and Apotex was â€Å"Short Term† mainly due to fact that Dr Sherman was aware of FTC’s decision and the impact that would have on the negation process. 3. 2 Q2 ) Do you think Sherman behaved ethically? Why or why not? The answer to this question depends on a person’s values, culture, and the situation. What might be acceptable in poker would probably not be acceptable in most business situations. What might be acceptable in New York might not be acceptable in Ottawa. Different cultures and different situations contain inherent â€Å"rules† about the degree to which bluffing or misrepresentation is deemed acceptable. (**** I have attached another PDF – this part is from that article) According to what we see, it’s not ethical to lie in a negotiation, but according to research 28% of negotiators lie about a common interest issue during negotiations, while another study found that 100% of negotiations either failed to reveal a problem or actively lied about it during negotiations if they were not directly asked about the issue. Therefore we have an issue to recognize, when is a lie a lie? Some argue, when exaggerating, downplaying negatives, ignoring flaws, or saying â€Å"I don’t know† we are lying, but today most businessmen look at this, not as unethical practices, but rather as indicators that a negotiator is Strong, Smart, or Savvy. (Robbins, 2005) When we look at this scenario, we can’t agree that Dr. Sherman’s behaviour is ethical; during the negotiation process he was indicating a trustworthy long term relationship towards BMS and indirectly influencing BMS to take certain actions emotionally (for example : carrying out the negotiation at certain times without attorneys ). However in the meanwhile he gets ready to launch the product, which clearly explains the unethical behaviour and his attempt to misguide BMS. Further, another factor to be noted at the same time is if we want to survive in this highly competitive world, we have to be SMART enough to be professional and BMS being the initiator to the negotiation, should have known exactly what they signed. BMS being a large organisation, having the capacity, should have done their ground work prior going for the negotiations. Further, they could have appointed a negotiation panel rather than a one person, which would have increased the chances of winning. The question arisen is why BMS’s industry knowledge and experience didn’t warn them about the FTC decision. This clearly explains poor preparation and their underestimation of Dr Sherman’s negotiation tactics. We believe, Dr Sherman was being technically correct, that does not justify his behaviour as ethical. The question to argue is the acceptability of the tactics used by Dr Sherman in improving his chances of winning. We believe that winning a business negotiation is important, but winning by deceiving the other party is unethical. 3. 3 Q3) What does this incident tell you about the role of deception in negotiation? ‘Deception' is the use of false arguments that leads the other person to an incorrect conclusion. We can see these types of scenarios every day in business world, because when doing these types of important negotiations, we have to make sure, that we have our goals in the sight and work towards achieving it with a well planned process, without getting carried over with emotional bonds or friendships. The BMS vs Apotex negotiation shows misrepresentation occurring in a negotiation, where a person deliberately takes a position on something which is not true in some way. Dr. Sherman deliberately misleads BMS showing them that, he is carrying out negotiations in order to come to a conclusive decision of delaying the launch of the generic product. However, while negotiations are being carried out, Dr Sherman plans to market and launch the generic product deceptively. By use of false arguments and providing not rue information, Dr Sherman misguides the other party in negotiation for a settlement offer. While showing an objective of achieving a â€Å"Win – Win† solution, indicating a trustworthy relationship (which leads the executive of BMS, Bodnar keeping their attorneys out of the discussion in many instances during the negotiation process). Further Dr Sherman including a clause in the deal that would require BMS to pay Apotex $60 Million if FTC rejects the deal, believ ing that FTC would, further explains the deception in this negotiation process. A point to be noted is certain practices carried out by BMS was not professional (example Bodnar keeping the attorneys out of the negotiation) which might lead to further deception. BMS objective was to create a favorable position for themselves by trying to make Dr. Sherman agree to their conditions. Deception plays a major role in this negotiation process. Even though BMS and Apotex entered into negotiation with an objective of coming into a conclusive decision of delaying the launch and the settlement offer. However, the outcome of the negotiation was totally dependant on the deception played by the people involved in the negotiation and the negotiation process had a less impact on the final outcome. 4. 0 Conclusion In today’s context, negotiation plays a vital role in any business organization and its challenges are growing. Every organization has their own goals to achieve, therefore it's important to discuss and resolve conflicts arising by divergent goals. Negotiations are often complex, hence always demand preparation. Lack of preparation and not following a proper process will result in adverse and unexpected results. We can clearly see in the above analyzed Apotax vs BMS case, how important is to pay attention and how well we have to know the rules to play well in the field of negotiation, because even a small mistake can change the end result to a greater extend. We can see lot of similarities between this case and the story David vs. Goliath. As we know David was just a lad, representing the Israeli army and was confronted by a giant Goliath, representing the Philistine army. David managed to strategically defeat and destroy the giant Goliath. When relating the case and the story, Apotex (David) was approached by a corporate giant – BMS (Goliath) to delay the launch of a competitive substitute. Goliath attempted to negotiate an agreement to hold back competition in the market. To be successful, David had to not only get their product into the market, but also to outnumber the giant. This deal brought a huge win for David, because he was able to examine the issues and identify the opportunities he could gain from this negotiation and also he always had a clear goal and a vision to reach it. So in the end, David successfully launched Plavix generic product and capitalized on the downfall of Goliath to build Apotex's market share. In the above case, Goliath (BMS) forgot that they were involved in a business negation, and got carried away with emotions and wanted to have a long term business relationship with David (Apotex), which David used to his advantage. As professional business people we should always predict the worst possible outcome as well, before getting into this type of an immense business deal which involves lot of money, market share and specially reputation. Which affects the business bottom line and in turn risking stake holder funds or returns) MBS was over confident in going to the negotiations, because they thought they are a large company, as we see size does not matter, it’s what strategies you use to negotiate and you attentions to details and how well you prepare, that matters. BMS had the resources to win the negotiation, but was not prepare d to use them effectively and efficiently, that’s where they lost. Before getting in to a negotiation, we have to look at all of the implications of a deal, both for the one’s self and the related party. To be successful, a deal has to make a ‘Win – Win’ situation to the both the parties. But here, Goliath never considered about the economic reality, planning or preparing a negotiation agenda and also entered to the negotiation processes even without carrying out a proper background research. Today, we all go through negotiation in day-to-day life, because it has become a technicality which we use in a daily basis. So, when it comes to these types of immense deals, we have to make sure we follow a proper negotiation process which involves major steps of negotiation such as, preparation and planning, definition of ground rules, clarification and justification, bargaining and problem solving, closure and implementation. And also at the same time we should ensure that we make no mistake on our way forward achieving our objective. Further a factor which needs to be kept in our mind throughout our negotiation process is to achieve our goal in an ethical manner making sure we keep no space for others to deceive us. — END OF REPORT – –

Buyers Behaviour Virgin Atlantic

Applied Buyer Behavior in Global Context Module Code: MGT 5A1 Applied Buyer Behavior in Global Context Module Code: MGT 5A1 Analysis of Virgin Atlantic Commercial 2010. Available link at: http://youtu. be/lGyp1I39eho Module tutor: Jenny Bratherton Word Count: 2606 Analysis of Virgin Atlantic Commercial 2010. Available link at: http://youtu. be/lGyp1I39eho Module tutor: Jenny Bratherton Word Count: 2606 By Maria Timchenko By Maria Timchenko Table of Contents: 1.Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. page 3 2. Target Market†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. page 3 3. Service offered†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 4 4. Seasonality†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦. page 4 5. Positioning of the commercial†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦page 5 6. Reason for the commercial†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. page 5 7. Perception†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 5 8.Persuasive analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦page 7 9. Buying process†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. page 10 10. Involvment levels and risk perception†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 10 11. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 11 12. References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. page 12 1) Introduction. This essay will analyze the advertising campaign of Virgin Atlantic 2010. Richard Branson founded Virgin Atlantic in the early 1980s.Originally it was called British Atlantic Airways, later changed to Virgin Atlantic Airways. The first flight was from Gatwick to Netwark on the 22nd of June 1984 (Virgin Atlantic, 2012). The company launched a ? 6 m advertising campaign in 2010, which was James Bond themed (Guardian, 2010). The new advertisement helped the company recover from the recession. Now I will examine how exactly it was achieved and what methods were used to obtain the best performance of the advertisement. 2) Target Market.Market segmentation is a way of separating the consumers into different sections by their shared needs and personalities (Le on. G, 2010, p. 28). The needs and values depend from person to person according to his culture (Leon. G, 2010, p. 366). The VALS (values and lifestyles) segmentation system clearly shows the type of audience this commercial is aiming at (Leon. G, pp. 84). This system divides consumers into eight distinctive subcategories, which consist of: thinkers, achievers, experiencers, believers, strivers and makers.The subcategories this advertisement will appeal to are: innovators because they are receptive to new technologies and who can experience the innovated technologies at a Virgin Atlantic flight; achievers because they are goal oriented consumers who like to display success to their piers, which they can display by flying Virgin Atlantic as it is high class airlines; experiencers because they like to spend their income on fashion, socializing and entertainment which Virgin Atlantic offers through great service, food, entertainment and their flights are considered as ‘trendyâ₠¬â„¢.The social comparison theory states that the consumer with higher purchase ability tends to have a higher status; this is a proof why achievers like to spend on luxurious products and services (Leon. G, 2010, p. 338). This commercial appeals to all the five effective target-marketing segments (Leon. G, 2010, p. 73). It is identifiable as it clearly distinguishes the shared needs, age and gender of the consumer. The consumer is a businessman or career orientated workingwoman who prefers high-class service. The age would appeal to Generation Y that is born from 1980 and on wards (Leon.G, 2010, p. 410). The Generation Y spends 150 billion annually and is into innovation and luxury while Generation X is considered as ‘sophisticated’ group. Virgin Atlantic Airways allows children ages 5 and above to travel or should be accompanied by an adult (16+). Pets are accepted if they accompany a disabled person (Virgin Atlantic, 2012). 3) Service offered. The marketing mix shows what kind of service/product is offered by dividing the elements to: product, price, place and promotion (Leon. G, 2010, p. 58).The service being offered is not just a flight from one destination to another; it is an experience at a high-class level of the Virgin Atlantic flight where the costumer will be served at a high class, with security, entertainment and with maximum comfort. It is a high-involvement purchase, which requires considerate thought and cognitive process, as the price is high (Leon. G, 2010, p. 231). The flight can be purchased online or at a flight ticket office. The company offers promotion such as: flying club card, ticket sales and discount codes/vouchers (Virgin Atlantic, 2012).The price and quality relationship the company has is low- price tickets in comparison with their competitors and with a high-class service. 4) Seasonality. The time of placing the advertisement is very important, as there are competing companies to take into consideration. The order effect research has shown that the advertisements presented first (primacy effect) and last (regency effect) has a greater effect on the consumer (Leon. G, 2010, p. 302). The release date was 26 October 2010, which was a great push to recovery from recession. British Airways and American Airlines are the biggest competitors.American Airlines released their commercial in May 2010, which had a primacy effect where as Virgin Atlantic Airlines gained a regency effect. The James Bond 007 Blood Stone video game was released on 5th of November 2010(IMDB, 2010). This shows that the commercial was released 10 days before the release date of the game. This strategy used by Virgin Atlantic is a very clever marketing move, as their advertisement is James Bond themed and during that period of time all sorts of media (TV, newspapers, online, word of mouth and billboards) had James Bond game advertisements.Virgin Airlines got increased attention to their advertisement by publishing their advertise ment at time coinciding with Blood Stone’s release. 5) Positioning the commercial. The advertisement is transmitting through mass media as well as through new (non traditional) media (Leon. G, 2010, pp. 294-296). The commercial is played on TV where it addresses wide range of consumers (i. e. via mass media) and through YouTube where it is addressable and interactive, while response – measurable.It was also played during the flights on the Virgin Atlantic TV channel where it exclusively targets its audience (i. e. via target media). 6) Reason for the commercial. The consumer behavior consists of searching for, purchasing, using, evaluating, disposing of products and services that in their belief will fulfill their wants (Leon. G, 2010, p. 23). The commercial was created in order to persuade and make aware the audience of the fact that the service being offered by the airlines is luxurious, entertaining and high-class, to convince that this kind of service will satisfy there needs. ) Perception. â€Å"Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. †(Leon. G, 2010, p. 175) This advertisement appeals to emotional motives, which are affection, status and pride in this case (Leon. G, 2010, p. 110). The advertisements mood is sexually charged and is putting the buyer into a state of excitement by: James Bond themed music and graphics, illustrations of high-class adventure and good-looking actors in the commercial.Abraham Maslow created the Maslow’s Hierarchy of Needs, which identifies the five basic levels of human needs (Maslow, 1987). The advert is aiming to satisfy all the five needs of the potential consumer. Egoistic needs will be satisfied during the flight on these airlines, as it is illustrated as a prestigious flight. Egoistic needs include the need of good reputation, status and recognition from others, which advert convi nces that the consumer will have, if he/she chooses Virgin Atlantic Airways.Need of Self-Actualization will be satisfies as shown in the advert, by flying on this flight the customer will feel self-actualized by getting high-class service which he/she deserved or earned themselves. Social Needs are to be satisfied by communication with good-looking staff. The Virgin Atlantic cabin crew was voted as the most attractive staff in the whole world by the surveys of travelers (Daily mail, 2011). Richard Branson has always stated that the appearance of the flight crew must be important in order make the customers enjoy a memorable flight.Cabin staff of Virgin Atlantic Airlines are told that: ‘You'll be the face of the airline. As such, your grooming should always be immaculate – even after a long, tiring flight’ (Daily mail, 2011). As flying on an airplane has a small risk of security, the advert is aiming to convince that their flight is safe and is a pleasant experien ce where there is nothing to worry about. Physiological needs will be satisfied by the high-class food and beverage service that would be offered during the flight by good-looking staff.Air and shelter will also be present, as the designed with up to date technology. This commercial is aimed at visual consumers that prefer and take information better through visual images or messages as sources of information (Leon. G, 2010, p. 147). While watching the Virgin Atlantic advertisement repetitively on TV or Online passive learning is occurring and it changes the consumer’s attitude regarding the product (Leon. G, 2010, p. 232). The theme message delivered through this advert is: ‘Your airline's either got it or it hasn't'.There is a message resonance in the wording, which adds a bit of humor to it and will make the viewer remember the commercial (Leon. G, 2010, p. 301). The theme message has comparative advertising technique to it where Virgin makes the viewer compare their airlines to Virgin Atlantic (Leon. G, 2010, p. 303). The sexiness in advertising is present in order to grab the attention of the viewer (Leon. G, 2010, p. 308). The hostesses are wearing short dresses in red color and the man who is passing the security check hasn’t got underwear on. Virgin is trying to show that their flights are ‘sexy’. ) Persuasive analysis. | Chromatic scale is red and black, which is eye catching. The flight attendances are tall, stylish and beautiful. | | Shot of men wearing suits doing a pole dance around the fork with a shrimp. This is demonstrating that the food they are offering is high-class and ‘sexy’. | | Very few cuts in the filmmaking, instead has transitions that are much more flowing and make it much more difficult to look away. This is a shot of a transaction, which is made through a disco ball. | | The transition from the airplane saloon to the red lips. | The shot of the crewmember falling in and disappearing in the carpet after she gives an ice cream to the customer. This could be symbolizing submission as well as it is a large eye catch that keeps the viewers attention. | | Shot of flying destinations. | | Shot of flying destinations. | | Shot of flying destinations and the smooth transaction appearing in the background. | | Shot of the flight crew standing on the wing of the Virgin airplane, which is a really good imagery. On the top there is the headline: â€Å"Your airline’s either got it or it hasn’t†.The headline tries to indicate that the Virgin Airlines truly has all the qualities, which will satisfy your needs, and that other competitors may not. | | This shot demonstrates the high-level service done by a good-looking crewmember in a very fashionable saloon. | | The shot of people going through the body scanners. The men going through the body scan are good-looking businessmen, which represent the targeted consumers. The person in the middle coming through th e scanner hasn’t got underwear, by which he shows that the body scanning isn’t just safe but it is also sexy. | Transaction from the sunglasses of the crewmember into the next scene, which is airplanes and female flight crewmember flying in the air. There is no cutting in the transactions. | | This is the shot of the flight attendances showing the airline safety check in a very stylish and sexy manner. | | A man being tucked in by a beautiful giant woman into a cloud, which is dreamlike, and it suggests that the customers are going to be truly taken care of. | | The shot has focus towards the center of the pilot’s head. Behind his head there is a ray of light, this light looks as an angel like aura.This technique tries to show the security the airlines provide (angel like). The flight team is very good looking and is walking with self-assurance, which adds confidence to the image of the company. The runway lines and the red carpet represents the luxurious servic e. | | Transition from the safety demonstration to the airplane saloon is done without editing cuts, which is very eye-catching. | | The shot of people sitting around of a pool of martini and playing with the olive, which represents entertainment, beverage and luxury the airlines offer to their customers. 9) Buying process. â€Å"The consumer decision making can be viewed as three distinct but interlocking stages: the input stage, the process stage and the output stage†(Leon. G, 2010, p. 36). This advertisement is designed in order to influence the input and process stage in order to make the consumer come to the output stage. This advert influences and increases the consumer’s recognition of the service need. The information is delivered to the consumers through the marketing efforts of the commercial, which will influence not only media but also word of mouth marketing.The Psychoanalytical Theory of Personality created by Sigmund Freud explains the drivers of the out put stage (Leon. G, 2010, pp. 137-139). According to Freud’s theory this commercial will affect superego and id to make the purchase. The superego will be gratified when purchasing this service because he/she will become socially and fashionably acceptable, as Virgin Atlantic flight is ‘trendy’. Id will be gratified if the consumer will make the purchase because the airlines offer the basic requirements such as food, shelter and security. The consumer will make a trial or a repeat purchase when buying this service (Leon.G, 2010, p. 497). The consumer might be new to the company or be a frequent loyal customer. 10) Involvement levels and risk perception. Involvement is a very important factor in how much attention is paid to the message sent to the viewer and how it is understood. There are different ways to measure the involvement of the viewer. There are two ways of involvement, high-risk and low-risk purchases. The higher the risk, the higher the involvement an d research will be. The flight purchase is a low-involvement product and consumers prefer congruent context of the message delivered (Leon.G, 2010, p. 293). The mood of the consumer is very important, if he/she is in a bad mood, the content of the commercial might cause a bad reaction of the viewer. Psychological noise may be distracting the viewer from the commercial and the advertisement has contrast in the imagery in order to keep the viewers attention. 11) Conclusion. The advertisement created by the Virgin Atlantic airlines in my opinion was successful . The James Bond theme imageries and soundtrack had a great impact on the effectiveness of the commercial.Every time the consumer will watch James Bond movie or play a James Bond game, the commercial will subconsciously come to their mind and the other way around. The time it was released was perfect, as they needed a push to get out from the recession. The commercial had a bit too much sex advertisement in it, which may led to w orse effect tan could have achieved and made the competitors (American Airlines) stand out more, as they had a touching TV commercial that gave gratitude to the men in uniform, veterans and their families. Sexual advertising may distract the consumer’s attention from the message content being sent.This technique may have a little influence on the buyers purchasing intentions and a risk of spoiling the image of the company. This advert is targeting businessman, but there is the family audience with children and generation X, which they are risking of loosing. The commercial is based mostly on emotions and only in one short scene the viewer can see the seats with the monitors. The saloons, seats and the exact food of Virgin Atlantic Airlines are not shown, but they are very important to be shown, as the consumer wants to see the comfort he/she will have during the flight.The fact that the advertisement shows a man being tucked into a cloud and not airplane seat could make an im pression that the airlines are hiding something and their seats are not good enough to be shown in the advertisement. This advertisement could have been improved by focusing the viewer’s attention much more on the design of the saloon, comfortable seats and delicious food. Nonetheless, overall this was a very well executed and effective advertisement with successfully reached hearts and minds of customer 12) References. 1. Leon G. Schiffman, Leslie L.Kanuk and Joseph Wisenblit, 2010, Consumer Behavior. 10th ed. Pearson Press. 2. 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