Let There Be Light Essay examples -- Energy Transportation Papers

Let There Be Light The sun shines brightly over the rolling green hillsides on a beautiful summer day. Green leaf-covered trees wave gently in the breeze next to the road, soaking up the light. However, if you look closely, off in the distance, you might catch a glimpse of some odd-looking vehicles approaching at a steady pace. As the pack zooms by, you cannot help but notice the black panels covering each car. You curiously wonder what purpose they serve, and why these automobiles left no smell of exhaust behind. Suddenly, you realize the connection: It was right under your nose the whole time! Just as the trees use sunlight to grow and reproduce, these solar powered cars convert the sun’s rays into energy that propels them onward. History In 1839, a French scientist named Edmond Becquerel experimented with electronics and found that he could create a weak electric current using selenium, a light-sensitive metal that responded to the sun’s rays. Becquerel had discovered â€Å"photovoltaics† (â€Å"photo† meaning â€Å"light,† â€Å"voltaic† meaning â€Å"power†), or the PV effect, which turned out to be the key to harnessing solar energy and converting it into useful forms (Bellis 1). Although he had little explanation for this phenomenon, his successors picked up the investigative process where he left off. In 1870, Heinrich Hertz researched and experimented with selenium, and produced a primitive light-to-electricity machine (1). As time progressed, scientists developed newer and better solar energy converters using silicon, which had a much higher efficiency than selenium. Solar cells were first officially invented by Charles Fritts in 1883 (1). Fritts used the selenium metal, which ... ... Cars – Solar Energy and Photovoltaics.† New York: About, Inc., 2002. 23 Aug. 2002. â€Å"History of the World Solar Challenge.† World Solar Challenge. 23 Aug. 2002. Shnayerson, Michael. â€Å"The Car That Could - The Inside Story of GM's Revolutionary Electric Vehicle.† Businessweek Online. 23 Aug. 2002. â€Å"Solar Powered Vehicles.† Energy Efficiency and Renewable Energy Clearinghouse (EREC). 23 Aug. 2002. â€Å"Sunrayce.† University of Michigan. 23 Aug. 2002. â€Å"Tour a Solar Car.† American Solar Challenge. 23 Aug. 2002

I am Sam Movie Review

How does Jessie Nelson use a range of film techniques to portray the conflicting ideas of competence in parenthood in relation with disabled parents in the movie ‘I am Sam’? Jessie Nelson’s ‘I am Sam’ directed in 2001 tells a story of a mentally-challenged man, Sam Dawson, and his relentless fight with the legal system for custody of his daughter, Lucy Diamond Dawson. Nelson forces the audience to question Sam’s capabilities and limits of being a ‘good parent’ through symbolism, characterization, use of camera and editing techniques. Social security services bring their attention to Sam and Lucy as her 8th birthday approaches.They are doubtful that Sam will be able to provide Lucy with the education and resources she deserves to reach her full potential as she slowly surpasses her father’s intellectual capabilities with the mentality of a 7-year-old. ‘All you need is love’ is the central quote of what the filmâ €™s message is built upon. Nelson’s use of a contradictory contrast between the two main characters sparks a conflict about what defines a good parent that challenges the viewer to ask themselves if love is enough. Sam is a very simple man. He is unexpectedly the dormant character in the film.Sam’s happiness solely relies on the happiness and security of his daughter Lucy alongside the support of his also mentally challenged close friends. On the other hand, Rita Harris who is Sam Dawson’s pro-bono lawyer, is materialistic who measures happiness by the items she has in her life as she uses her successful career to mask her dysfunctional, collapsing relationship with her young son and unfaithful husband. Startlingly, Rita is the active character who learns from Sam. Both characters are experience a loss of the relationship with their child but in completely opposing ways.To Sam, even though he is unable to pass down knowledge and support his daughter to an ac ademic level, he devotes his time for her whilst Rita is a direct contrast. In doing so, it creates tension as a battle of strength and the idea of perfection fluctuates between them. Nelson also uses editing techniques by creating different hues to portray Sam’s struggles with new experiences. Warm filters are used when Sam is with Lucy to symbolise the joy. However, cold blue shades are used in courtroom scenes, the hospital and supermarket scene.This was done for the purpose of displaying the uncomfortable environment for Sam as new experiences and change gives him fear. Children, particularly teenage girls, encounter great changes in the earlier stages of their life. In court, the question was put forth of how Sam would handle such situations such as puberty if he himself has no knowledge about the topic. In using this effect, it vividly illustrates to the viewer the struggles Sam will face in the years to come for Lucy, but are they challenges that any other ‘ordin ary’ father would struggle with as well is the question put forth for debate in the courtroom.Throughout the entire movie, hand-held cameras are used to film. Using this film technique gives a more documentary feel that enables the viewer to feel more part of the action. The audience views the film through the perspective of Sam Dawson and the use of hand-held cameras allows an emotional attachment to develop with Sam’s character as we witness his love and devotion to Lucy. Consequently, the viewer is manipulated to side with Sam’s viewpoint that he deserves custody of Lucy and has enough to offer her despite all the testimonies against Sam’s will.Along the film we are a bystander and observe the ongoing battle of beliefs of the needs of a child. Symbolism is an important film technique used that reflects the character’s emotions at certain points in the movie. The scene with Sam and Lucy on the swing towards the beginning of the movie incorporates white birds flying over their heads which signifies the freedom they had, their blissful smiles and shared laughter alongside the slow and peaceful music express their happiness with one another.The loss of freedom is a strong theme explored which is evident in the use of symbolism throughout. Paper cranes appear repeatedly as they represent happiness, good luck and peace- primarily seen during the beginning of the movie. The paper plane Sam subtly throws to Lucy before the final court hearing shows his carefree, child-like personality whilst foreshadowing the freedom to come for these two characters which informs the viewer Sam is not ready to give up.The joy they share with each other is put to test when we are questioned if love is really all you need to raise a child to their full potential. The butterfly origami Lucy presents to her class is a subtle representation of her growth and development as she describes the changes a caterpillar goes through. This mirrors the conflict raised because Lucy’s intellectual abilities will exceed her 7-year-old minded father.The disparity of the use of symbolism between growth and development in contrast to happiness and freedom forces the viewer to question which is of greater importance. Jessie Nelson’s use of film techniques have shaped I am Sam into a very powerful and emotional film despite its touching storyline. The emotional attachment between the audience and characters develops greatly that makes the viewer connect with Sam through camera and editing techniques, characterization whilst symbolism reflects the swaying values of happiness, freedom and intellectuality. I am Sam Movie Review How does Jessie Nelson use a range of film techniques to portray the conflicting ideas of competence in parenthood in relation with disabled parents in the movie ‘I am Sam’? Jessie Nelson’s ‘I am Sam’ directed in 2001 tells a story of a mentally-challenged man, Sam Dawson, and his relentless fight with the legal system for custody of his daughter, Lucy Diamond Dawson. Nelson forces the audience to question Sam’s capabilities and limits of being a ‘good parent’ through symbolism, characterization, use of camera and editing techniques. Social security services bring their attention to Sam and Lucy as her 8th birthday approaches.They are doubtful that Sam will be able to provide Lucy with the education and resources she deserves to reach her full potential as she slowly surpasses her father’s intellectual capabilities with the mentality of a 7-year-old. ‘All you need is love’ is the central quote of what the filmâ €™s message is built upon. Nelson’s use of a contradictory contrast between the two main characters sparks a conflict about what defines a good parent that challenges the viewer to ask themselves if love is enough. Sam is a very simple man. He is unexpectedly the dormant character in the film.Sam’s happiness solely relies on the happiness and security of his daughter Lucy alongside the support of his also mentally challenged close friends. On the other hand, Rita Harris who is Sam Dawson’s pro-bono lawyer, is materialistic who measures happiness by the items she has in her life as she uses her successful career to mask her dysfunctional, collapsing relationship with her young son and unfaithful husband. Startlingly, Rita is the active character who learns from Sam. Both characters are experience a loss of the relationship with their child but in completely opposing ways.To Sam, even though he is unable to pass down knowledge and support his daughter to an ac ademic level, he devotes his time for her whilst Rita is a direct contrast. In doing so, it creates tension as a battle of strength and the idea of perfection fluctuates between them. Nelson also uses editing techniques by creating different hues to portray Sam’s struggles with new experiences. Warm filters are used when Sam is with Lucy to symbolise the joy. However, cold blue shades are used in courtroom scenes, the hospital and supermarket scene.This was done for the purpose of displaying the uncomfortable environment for Sam as new experiences and change gives him fear. Children, particularly teenage girls, encounter great changes in the earlier stages of their life. In court, the question was put forth of how Sam would handle such situations such as puberty if he himself has no knowledge about the topic. In using this effect, it vividly illustrates to the viewer the struggles Sam will face in the years to come for Lucy, but are they challenges that any other ‘ordin ary’ father would struggle with as well is the question put forth for debate in the courtroom.Throughout the entire movie, hand-held cameras are used to film. Using this film technique gives a more documentary feel that enables the viewer to feel more part of the action. The audience views the film through the perspective of Sam Dawson and the use of hand-held cameras allows an emotional attachment to develop with Sam’s character as we witness his love and devotion to Lucy. Consequently, the viewer is manipulated to side with Sam’s viewpoint that he deserves custody of Lucy and has enough to offer her despite all the testimonies against Sam’s will.Along the film we are a bystander and observe the ongoing battle of beliefs of the needs of a child. Symbolism is an important film technique used that reflects the character’s emotions at certain points in the movie. The scene with Sam and Lucy on the swing towards the beginning of the movie incorporates white birds flying over their heads which signifies the freedom they had, their blissful smiles and shared laughter alongside the slow and peaceful music express their happiness with one another.The loss of freedom is a strong theme explored which is evident in the use of symbolism throughout. Paper cranes appear repeatedly as they represent happiness, good luck and peace- primarily seen during the beginning of the movie. The paper plane Sam subtly throws to Lucy before the final court hearing shows his carefree, child-like personality whilst foreshadowing the freedom to come for these two characters which informs the viewer Sam is not ready to give up.The joy they share with each other is put to test when we are questioned if love is really all you need to raise a child to their full potential. The butterfly origami Lucy presents to her class is a subtle representation of her growth and development as she describes the changes a caterpillar goes through. This mirrors the conflict raised because Lucy’s intellectual abilities will exceed her 7-year-old minded father.The disparity of the use of symbolism between growth and development in contrast to happiness and freedom forces the viewer to question which is of greater importance. Jessie Nelson’s use of film techniques have shaped I am Sam into a very powerful and emotional film despite its touching storyline. The emotional attachment between the audience and characters develops greatly that makes the viewer connect with Sam through camera and editing techniques, characterization whilst symbolism reflects the swaying values of happiness, freedom and intellectuality.

Photoshop Action Zoom Blurring Effect

Photo Effects: Action Zoom Blurring Effect By Steve Patterson, Photoshop Essentials. com ACTion Zoom BLurring EffECT In this Photoshop photo effects tutorial, we’ll learn how to add some action and a sense of motion to a photo with a zoom blur effect. We’ll use Photoshop’s Radial Blur filter to add the initial blurring, then we’ll bring back some of the original image using a layer mask and the Gradient Tool. Not only is this a great (and popular) way to help bring an image to life, but the entire effect can be completed in less than five minutes once you’re comfortable with the steps.Here’s the photo I’ll be using for this tutorial: The original image. Here’s how it will look after adding the blur effect: Let’s get started! The final â€Å"action zoom† effect. Step 1: Duplicate The Background Layer The first step in creating our action zoom effect is to duplicate the Background layer so we can work on a separate c opy of the image, which will allow us to bring back some of the original image later. With our photo newly opened in Photoshop, if we look in the Layers panel, we can see that we currently have one layer, the Background layer, which is the layer than contains our photo:The original image appears on the Background layer in the Layers panel. This Photoshop Tutorial  © 2009 Steve Patterson, Photoshop Essentials. com. Not To Be Reproduced Or Redistributed Without Permission. 1 Photo Effects: Action Zoom Blurring Effect By Steve Patterson, Photoshop Essentials. com To duplicate the Background layer, go up to the Layer menu in the menu Bar at the top of the screen, choose new, and then choose Layer via Copy. Or, for a faster way to duplicate a layer in Photoshop, use the keyboard shortcut Ctrl+J (Win) / Command+J (Mac): Go to Layer > New > Layer via Copy, or press Ctrl+J (Win) / Command+J (Mac).Either way you choose tells Photoshop to make a copy of the layer, and if we look again in th e Layers panel, we can see that we now have two layers. The original Background layer is on the bottom, while a brand new layer named â€Å"Layer 1† sits above it. If we look at the preview thumbnails to the left of the layer names, we can see that both layers contain the same image, which means we can now do whatever we want to the image on â€Å"Layer 1† and the original photo will remain safe and unharmed on the Background layer below it: An exact copy of the image now appears on â€Å"Layer 1† above the Background layer.Step 2: Apply The radial Blur filter With â€Å"Layer 1† selected in the Layers panel (it should be highlighted in blue), go up to the filter menu at the top of the screen, choose Blur, and then choose radial Blur: Go to Filter > Blur > Radial Blur. This brings up Photoshop’s Radial Blur dialog box. The Radial Blur filter gives us a choice of two different types of blurring – Spin and Zoom. Since we’re creating a z oom effect, set the Blur method option on the left side of the dialog box to Zoom. Directly below the Blur Method option is the Quality option. Choose Best for the quality.We control how much blurring is applied to the image with the Amount option at the top of the dialog box. The higher the Amount value we select, the more blurring is applied. Drag the slider towards the right to increase the Amount value, or drag it towards the left to decrease it. Unfortunately, the Radial Blur filter doesn’t give us a preview of the effect, so you’ll probably need to try a few different values before you find the one that works best for your image. I’ll explain how to do that in a moment. I’m going to set my Amount value to 50, but the value you end up choosing may be different.Finally, use the Blur Center box on the right side of the Radial Blur dialog box to set the point where the blur will appear to be â€Å"zooming† out from. Simply click inside the box to set the point. Again, there’s no way to preview the effect before running the filter so be prepared to try a few times before you get it right. I want my blur effect to appear to be coming from behind the girl’s head, so I’m going to click above and to the right of center in the box to set my point. Set the blur type, quality, amount and â€Å"zoom point†. This Photoshop Tutorial  © 2009 Steve Patterson, Photoshop Essentials. com.Not To Be Reproduced Or Redistributed Without Permission. 2 Photo Effects: Action Zoom Blurring Effect By Steve Patterson, Photoshop Essentials. com Click OK when you’re done to exit out of the dialog box. Depending on the speed of your computer, as well as the size and complexity of your image, you may need to wait a bit for Photoshop to finish applying the blur, so don’t panic if it seems like nothing is happening. After waiting a few seconds for Photoshop to do its thing, here is my image with the zoom blur ap plied: It may take a few tries before you get the results you want with the Radial Blur filter.If you’re not happy with your initial blur results and want to try again, first undo the filter by going up to the Edit menu at the top of the screen and choosing undo radial Blur. Or, for a faster way to undo the filter, use the keyboard shortcut Ctrl+Z (Win) / Command+Z (Mac): Undo the blur effect with Edit > Undo Radial Blur, or press Ctrl+Z (Win) / Command+Z (Mac). Then, to quickly bring the Radial Filter dialog box back up, press Ctrl+Alt+F (Win) / Command+Option+F (Mac). Choose a different Amount value and/or set a different point for the zoom effect in the Blur Center box, then click OK to run the filter again.You can undo and redo the filter as many times as you need until you get the results you want. Step 3: Add A Layer mask The problem with our blur effect is that it’s covering up the entire image, which isn’t really what we want. In my case, the blur effect is distorting the girl’s face, so I want to hide the effect in that part of the image and allow the original photo to show through. We can do that easily using a layer mask. With â€Å"Layer 1† still selected, click on the Layer mask icon at the bottom of the Layers panel. It’s the icon that looks like a rectangle with a round hole in the center of it:Click on the Layer Mask icon. Nothing will appear to happen in the document window, but a layer mask thumbnail appears to the right of the preview thumbnail for â€Å"Layer 1† in the Layers panel, letting us know that we’ve added our layer mask. If you look closely at the thumbnail, you’ll see a white highlight border around it, which tells us that the layer mask, not the layer itself, is selected: The highlight border around the layer mask thumbnail tells us that the mask, not the layer, is selected. This Photoshop Tutorial  © 2009 Steve Patterson, Photoshop Essentials. com. Not To Be Repro duced Or Redistributed Without Permission. Photo Effects: Action Zoom Blurring Effect By Steve Patterson, Photoshop Essentials. com Step 4: Select The gradient Tool We’re going to draw a black-to-white gradient on the layer mask to hide part of the blur effect and create a nice, smooth transition between the effect on â€Å"Layer 1† and the original image on the Background layer below it. To draw the gradient, we’ll need Photoshop’s gradient Tool, so select it from the Tools panel. You can also select the Gradient Tool by pressing the letter g on your keyboard: Select the Gradient Tool. Step 5: Select The Black to White gradientWith the Gradient Tool selected, right-click (Win) / Control-click (Mac) anywhere inside the document window to quickly bring up the gradient Picker. Click on the Black to White gradient to select it. It’s the third gradient from the left, top row: Click on the Black to White gradient in the Gradient Picker to select it. Cli ck anywhere outside of the Gradient Picker to close out of it when you’re done. Step 6: Select The radial gradient By default, the Gradient Tool is set to draw a standard linear gradient, but we also have different styles to choose from, all of which can be selected from the options Bar at the top of the screen.You’ll see a row of five icons, each one representing a different shape for the gradient (Linear, Radial, Angle, Reflected, and Diamond). Select radial gradient by clicking on its icon (second one from the left): Select the Radial Gradient. Step 7: Drag out A radial gradient To Hide Part of The Blur Effect I want to allow the girl’s face to show through the blurring effect, so with the Gradient Tool, the Black to White gradient and the Radial Gradient style selected, I’ll click in the center of her face to set my starting point for the gradient.Then I’ll simply drag my mouse towards the left until I’m just beyond her hair. The area in between the starting and end points of the gradient will become a smooth transition area between the blurring effect on â€Å"Layer 1† and the original image on the Background layer below it. Since I’m drawing a radial gradient, the gradient will extend 360 ° around my starting point (which means it doesn’t really matter which direction you drag from the starting point), creating a circular shape with black in the center and gradually changing to white as it extends out in all directions:Drag out a Radial Gradient across the area where you want to hide the blur effect and reveal the original photo underneath. Since we drew the gradient on the layer mask, not on the layer itself, we don’t see the gradient in the document window. This Photoshop Tutorial  © 2009 Steve Patterson, Photoshop Essentials. com. Not To Be Reproduced Or Redistributed Without Permission. 4 Photo Effects: Action Zoom Blurring Effect By Steve Patterson, Photoshop Essentials. com I nstead, we see the results of the gradient on the layer mask. The girl’s face is now visible through the blurring effect:Drawing the gradient on the layer mask reveals part of the original image underneath. Even though we can’t see the gradient in the document window, we can see it if we look at the layer mask thumbnail in the Layers panel. The black area represents the part of the layer that’s now hidden from view. As the gradient becomes lighter towards the edges, more of the layer becomes visible. The white areas are where the layer is completely visible: If you’re not happy with your initial gradient, simply press Ctrl+Z (Win) / Command+Z (Mac) to undo the gradient, then try again.The layer mask thumbnail shows us the radial gradient we added. Step 8: Lower The opacity To fine-Tune The results If you find that your blur effect is too strong, you can reduce its intensity by lowering the opacity of â€Å"Layer 1†. Lowering the layer’s opac ity value will allow more of the original image on the Background layer below it to show through. You’ll find the opacity option in the top right of the Layers panel. Keep an eye on your document window as you adjust the opacity to judge the results.I’m going to lower mine down to around 70% (left): Lower the opacity of â€Å"Layer 1† to reduce the intensity of the blur. And with that, we’re done! Here, after fine-tuning my results with the Opacity option, is my final â€Å"action zoom effect† result: for more Adobe Photoshop tutorials, visit Photoshop Essentials. com @ www. photoshopessentials. com! The final photo effect. This Photoshop Tutorial  © 2009 Steve Patterson, Photoshop Essentials. com. Not To Be Reproduced Or Redistributed Without Permission. 5

Introduction to the Concept of Holistic Marketing Essay

The shortest definition of Marketing Management is â€Å"Meeting Needs Profitably†. Whose Needs ? – The needs of the people, or the customers or consumers, Who is trying to meet ? – The Producer, Marketer or the Company, What is the Objective ? – With profit to the company, & satisfaction to the customers. What Is Marketed Marketing people are involved in marketing the following 10 types of entities – Goods – Physical products, consumer products, consumer durables Services – Transport, repair & maintenance, legal, financial, consultancy, hotel, specialised skills Events – Trade shows, sports, world cups, vintage car rally, fashion shows, artistic performance Experiences – Theatres, opera, Disney-world, trekking, ocean cruise, cinema, music concerts Persons – Celebrity marketing, film stars, politicians, artists, performers, advertisers Places – Cities, states, countries for tourism, leisure & place for industrialisation & business Properties – Ownership of tangible properties like real estate, house, apartment, farm house, precious metals and intangible properties like financial portfolio of various securities Organisations – Building up identity, image, reputation, and value in the minds of consumers Information – It can be produced , packaged & marketed as a product – text books, encyclopaedias, magazines & journals on literature, science, technology, medicine info, available thru internet Ideas – The concept regarding a utility, business opportunity, advertising / marketing ideas, scientific & technical, social, financial, psychological etc. Marketing Concepts The Marketing concepts under which organisations have conducted marketing activities include : Exchange Concept – Exchange of goods and services between two agencies called buyer and seller, or exchange of goods and services for money or barter system. Production Concept – Widely available and inexpensive, high production efficiency Product Concept – Quality, performance, utility, innovative features etc. Selling Concept – Aggressive selling and promotion effort. â€Å"The purpose of marketing is to sell more stuff to more people more often for more money in order to make more profit†. Marketing Concept – â€Å"Products/Production† oriented concept ( make & sell ) has changed to â€Å"Consumer† oriented concept ( sense & respond ). Instead of â€Å"hunting† marketing is gardening†. The job is not to find the right customer for the products, but the right products for the customers. The perceptive contrast between the selling and marketing concepts – selling focuses on the needs of the seller, marketing on the needs of the buyer. Holistic Marketing Concept – Marketers in the current age are increasingly recognising the need to have a more complete & cohesive approach that goes beyond traditional application of marketing concepts. This concept is based on the development, design and implementation of marketing programs, processes and activities that recognise their breadth and inter-dependencies. Holistic Marketing recognises that â€Å"everything matters† with marketing – and that a broad integrated perspective is often necessary. The important components are : Integrated Marketing, Internal Marketing, Relationship Marketing, Social Responsibility Marketing. We shall discus each one of these in the following. Trends In Marketing Practices The marketplace is not the same as it used to be. It is rapidly changing as a result of major, sometimes interlinking societal forces that have created new behaviours, new opportunities & new challenges, such as : Globalisation, Deregulation, Privatisation, Technological Advances, The Internet Revolution, Customer Empowerment, Customisation, Market Fragmentation, Hightened Competition, Retail Transformation, etc. In response to this rapidly changing environments companies have restructured their business & marketing practices in some of the following ways : Reengineering : Appointing teams to manage customer-value-building processes & break down walls between departments. Outsourcing : Greater willingness to buy more goods & services from outside domestic or foreign vendors. Benchmarking : Studying â€Å"best practice companies† to improve performance. Supplier Partnering : Increased partnering with fewer but better value-adding suppliers. Customer Partnering : Working more closely with customers to add value to their operation. Merging : Acquiring or merging with firms in the same or complementary industries to gain economy of scale & scope. Globalising : Increased effort to â€Å"Think Global & Act Local†. Flattening : Reducing the number of organisational levels to get closer to the customers. Focusing : Determining the most profitable business & customers & focusing on them. Accelerating :Designing the organisation & setting up processes to respond more quickly to changes in the environment. Empowering : Encouraging & empowering personnel to produce more ideas & take more initiative. Accordingly the role of marketing organisation is also changing. Traditionally, the marketers have played the role of middlemen between the customers & the various functional areas of the organisation. In a networked enterprise, every functional area can interact directly with customers. Thus marketing needs to integrate all the customer-facing processes so that customers a single face (Integrated Marketing) & hear a single voice (Integrated Marketing Communications) when they interact with the company. Integrated Marketing One of the major tasks of marketers is to â€Å"integrate† all the marketing activities & programmes like â€Å"creating†, â€Å"communicating† & â€Å"delivering† value to the customers. The Famous Marketing Mix – the Four Ps, as devised by McCarthy constitute the traditional marketing activities in four broad groups as given below in details : Products – Design, Features, Brand Name, Models, Style, Appearance, Quality, Warranty, Package (design, type, material, size, appearance & labelling), Service ( pre-sale, after sale, service standards, service charges), Returns. Price – Pricing Policies, List Price, Margins, Discounts, Rebates, Terms of Delivery, Payment Terms, Credit Terms, Instalment Purchase Facility, Resale Price, Maintenance prices. Place – Channels of Distribution ( channel design, types of intermediaries, location of outlets, channel remuneration, dealer-principle relation, etc.), Physical Distribution (transportation, warehousing, inventory levels, order processing, etc.) Promotion – Personal Selling, Selling Expertise, Size of Sales Force, Quality of Sales Force, and Marketing Communications – Advertising (media-mix, media vehicles, and programmes), sales promotions, publicity & public relations, direct & interactive marketing). Now, these traditional concepts of Four Ps represent the sellers’ view of the marketing tools available to influence buyers. In holistic marketing one has to see also the buyers’ point of view, where each of these tools will deliver the customers’ benefit or value. Robert Lauterborn suggested the buyers’ Four Cs as follows : Product = Customer Solution, Price = Customer Cost, Place = Convenience, Promotion = Communication Thus the successful companies are those who can meet (1) customer needs (2) economically, (3) conveniently & (4) with effective communication. Two broad concepts of integrated marketing are as follows : Several different marketing activities are used to create, communicate & deliver customer value, All marketing activities coordinated to maximise their joint efforts. Or in other words, the design & implementation of one activity is done with all other activities in mind. The business of running a successful organisation is to integrate the system for management of demand, resources & network. Integrated marketing communication is a case in point. Internal Marketing Internal marketing ensures that everyone in the organisation adopts appropriate marketing principles and the top management should see it happen. This is the management task of hiring, training & motivating the employees to serve the customers well. Smart & successful companies understand that there is as much activity outside the company as inside. For it makes no sense to promise excellent services before the company’s service staff is ready to provide. Internal marketing must happen in two levels as follows : At the first level, all the marketing functions like, sales force, market research, customer service, product management, advertising, etc. must go together, i.e., all the personnel should work in tandem or unison for common goal. At the second level, â€Å"marketing† must be embraced by other departments for a common goal of the organisation. All the relevant functional departments like Finance, HR, Operations, Logistics, Systems, etc. must coordinate each other to have a marketing orientation. Only trying to meet individual department’s target & norms and not supporting the marketing objectives will take the company nowhere. One has to bear in mind that it’s marketing that earns revenue. Internal marketing requires that everyone in the organisation buy into the concepts & goals of marketing, and engage themselves in selecting, creating, communicating & delivering customer value. Only when all the employees realise that their jobs are to create, serve & satisfy the customers does the company become an effective marketer. Relationship Marketing The development of deep, enduring relationships with all the people or firms involved directly or indirectly in the firm’s marketing activities is appearing as a key goal; of marketing. This is the concept of Relationship marketing – it aims at building mutually satisfying long-term relationships with key parties like customers, financiers, suppliers, distributors & of course the stakeholders, in order to earn & retain their business. It also builds strong economic, technical & social binding amongst the parties. There are four key constituents of marketing are : Customers Employees Marketing Partners : Channels, Suppliers, Distributors, Dealers, Retailers, Agencies, etc. Financial Community : Shareholders, Stakeholders, Financiers, Investors, Analysts, etc. Another key constituent is the Society : well-wishers, scientists, professors, environmentalists. The ultimate goal of relationship marketing is the building of a unique company asset called a marketing network, which consists of the company & its supporting stakeholders as listed above with whom it has built manual profit relationships. Interestingly, today, the competition is not between companies as such, but between the carefully built marketing networks – whoever has a better network wins. So the principle is simple – build an effective network, & the profits will follow. But the practice is not so. The development & building of a strong relationship requires a deep understanding of the capabilities & resources of different groups as well as their needs, goals & desires. Relationship marketing involves the right kind of relationships with right constituent groups, like Customer Relationship Management (CRM) with customers, Partner Relationship Management (PRM) with other partners. Since these being separate subjects themselves, are beyond the scope of this article. Social Responsibility Marketing Holistic marketing incorporates social responsibility marketing. This involves broader concerns of the society at large, like social, legal, ethical & environmental in the context of marketing activities. Companies operate in a society, and so do their customers and hence they should never forget its contribution to the company. It requires that marketers carefully consider the role they are playing in terms of social welfare. Companies need to evaluate whether they are truly practicing ethical & socially responsible marketing. Several factors are driving the companies to practice higher level of corporate social responsibility, such as : Rising customer expectations, Changing employees expectations, Govt. Legislation & pressure, Investor interest in social criteria, Changing business procurement criteria. Business success and continually satisfying the customers & other stakeholders are closely linked to adoption & implementation of high standard of business & marketing conduct. The most admired companies in the world adhere to a code of serving people’s interests, not only there own. The following are the most important factors of socially responsible marketing : Legal Behaviour : Companies operate within the law of the land, and they must impart the employees with adequate knowledge of law & how to practice them. We have Govt. laws, Society laws, and the organisations must ensure the employees know & observe relevant law, and restrain themselves from practicing illegal, antisocial, corruptive, anticompetitive practices. Ethical Behaviour : Companies must evolve & adopt a properly written code of conduct based on the social & cultural ethics, decency, tradition & legal practices, and ensure that all concerned are responsible in observing these guidelines. Today customers are well aware of the social, cultural, ecological & environmental affairs in their day-to-day lives. Social Responsibility Behaviour : As said above, the customers also want to know what the firm’s contribution to the society is, or what the company’s social conscience is while dealing with customers & the stakeholders. Cause Related Marketing : Contribution to the society can be enormous, and hence companies choose a particular area of society for a particular cause. The examples are : Health awareness – Heart Diseases, AIDS, Cancer, Diabetic, Obesity, Old age, etc. Running children’s home, old age home, rehabilitation centre, women’s home, etc. Infrastructure – rural housing, hospitals, preserving archaeological places, maintaining roads & parks, homes for endangered species; Educational scholarship for the poor & needy, higher education facility, Institutes; Treatment for destitute, food for the starving; Information legal & technical help during the hour of need; Volunteerism & Philanthropy. The list can be endless. Reputed companies even have their own charitable trusts, and also have special cause related marketing plans. Cause-related marketing is the concept where the specific cause is directly or indirectly linked to the particular revenue transaction. The company has at least one non-economic social objective and uses the revenue generated from the designated sales. This concept is also known as Corporate Societal Marketing (CSM). The CSM can include other activities like traditional & strategic philanthropy & volunteerism. Social Marketing : Some marketing is conducted to directly address a social problem or cause. Social marketing is done mainly by NGOs, Non-Profit or Govt. organisations to further a cause, such as â€Å"No smoking†, â€Å"Say NO to Drugs†, etc. The Holistic Marketing Matrix Integrated Marketing – Products & Services, Communications, Channels Internal Marketing – Top Management, Marketing Department, Other Department Relatioship Marketing – Customers, Partners, Channels Social Responsibitity Marketing – Community, Legal, Ethics, Environment The Future of Marketing   The top management is slowly recognising that the marketing in the older method is getting wasteful and is demanding more accountability. There are a number of imperatives (must do) to achieve marketing excellence, as presented below : Marketers must – be â€Å"Holistic† and not in bits & parts, i.e., not sectional or departmental. achieve larger influence in the company if they are to be the main architect of business strategies. continuously create new ideas if the company is to prosper in a hyper-competitive economy. strive for customer insight & treat customers differently, but appropriately. build their brands thru performance, more than thru promotion. go electronic & win thru building superior information & communication systems. In these ways, modern marketing will continue to evolve & confront new challenges & opportunities. As a result, the coming years will see the demise of – – – & the rise of : The Demise of The Rise of The marketing department Holistic marketing Free-spending marketing ROI (return on investment) marketing Marketing intuition Marketing science Manual marketing Automated marketing Mass marketing Precision marketing To become truly holistic in marketing & achieve these changes, what the marketers need are a new set of skills, competencies in the following areas of expertise. Customer Relationship management Partner Relationship management Database Marketing & Data-mining Contact Centre Marketing & Telemarketing Public Relation Marketing including Event & Sponsorship Marketing Brand-building & Brand-asset Management Integrated Marketing Communications Profitability Analysis by Segment, Customer, Channel Experiential Marketing Conclusion The Nineteenth century American author Ralph Waldo Emerson had said, â€Å"This time like all times is a good one, if we but know what to do with it†. Thus, the exciting time for marketing has arrived now. And also, in the relentless pursuit of marketing superiority & dominance, new concepts, rules, tools & practices are ever emerging. There are a number of benefits of successful twenty-first-century marketing. All we need are hard work, insight, right application of mind & tools, inspiration, perseverance & of course a willingness to achieve greater heights.

Philosophy paper Essay Example | Topics and Well Written Essays - 1500 words

Philosophy paper - Essay Example Rousseau is of the view that general will is the sum of differences of specific individual interests. It is in the best interest of everyone e.g. personal interests are often benefited at the expense of other people’s collective interests. Therefore if this individuality is cancelled out entirely then all citizens within a society can enjoy freedom. By subjugating our desires for the betterment of nation, voluntarily embracing the society’s administration as our own, freedom can be achieved which will make us more rational and moral (Rousseau 26). Under the social contract, Rousseau is in favour of alienated totality of all rights within the society. By exchanging innate freedom with civil independence we are able to maintain equality between all members of society. When the community rights surpass individual rights a sovereign state comes into being. â€Å"Finally, each man, in giving himself to all, gives himself to nobody: and as there is no associate over which he does not acquire the same right as he yields others over himself, he gains an equivalent for everything he loses, and an increase of force for the preservation of what he has† (Rousseau 24). In his book, the social contract Rousseau envisages sovereign as a collective effort of all citizens. Through continued collaboration they form the state principles and general will for common good. According to him the government and sovereign are in constant friction that may result in a diminishing society but healthy nations never give up and last for ages to come e.g. the Roman realm. Everyone is free to practise their own beliefs in privacy but a public religion established by the state is preferred that favors active citizenship. In his ideology citizens are not forced but motivated to affirm to the community for their own mutual interest. His main aim is to seek how freedom can develop in a civil society in

Company Capabilities and Value Chain of IKEA Case Study

Company Capabilities and Value Chain of IKEA - Case Study Example A USP is defined as a cutting edge or a differentiation that separates one product or service from its competition. This, however, does not imply that the other products do not sell in the market. In a market, there are several products, each with a differentiation, each with a cutting edge – each having a separate USP associated, and the admirers of the particular benefit are retained by that product/service or brand. For example, in many regions, COKE is stronger in taste compared to PEPSI, and therefore, individuals having taste for stronger beverages prefer COKE, while others go for PEPSI. The critical point in this discussion is that both products sell, and sell well. This way, the capability of a firm to develop a USP has turned on its sale volumes. Subsequently, moving backward in the value chain, when a supplier sees the manufacturer doing well, the supply chain strengthens itself in terms of its operations and processes. Other than the operations in the value chain, t he operations within the manufacturing unit have also illustrated a positive impact. Some authors associate this feel like a current flowing in a wire; it becomes similar to the capabilities flowing back to where it is supplied. The ideas, values are engraved in the roots of the organization and from there, it circulates to all parts of an organization and the business itself indulges in boosting its unique edge for its customer values. Following is the discussion of the IKEA case that depicts a classic example of the same. Fundamentally, IKEA is all about the furniture of various sorts and types and kinds.

Michael Jacksons Thriller Case Study Example | Topics and Well Written Essays - 1500 words

Michael Jacksons Thriller - Case Study Example Eighty years later, we came up with all sorts f things that those early pioneers f the twenties could have ever dreamed. There are many different recording techniques and technologies in today's studio business. To fully understand the different techniques and technologies in the studio business, one would need to know exactly what a studio is and how the Thriller was recorded. Thriller's studio was a room acoustically tuned for the purpose f getting the best sound possible on tape while using a microphone pickup. In other words, the studio needed to be structurally isolated in order to keep outside sounds from entering the room and getting on tape. The studio was also designed to keep internal sounds form leaking out and disturbing the surrounding environment. There are many types f studios. They vary in size, shape, and acoustic design in accordance with the personal tastes f the owners. For example, Thriller's studio that was designed to record a great deal f rock music was small in size with highly absorbent walls. On the other hand, a recording studio designed for orchestral film scoring would be much larger by comparison, possibly with high ceilings. Some f the first studios back in th e fifties and sixties were relatively large in size. Recording studios have generally decreased in size over the last two decades. This is mainly due to the fact that in the fifties and sixties the musicians had to perform at the same time. Today, technology allows musicians to come in and record their own part; then, later that will be added to the final record. This process is called "overdubbing". Overdubbing is when one puts a part on tape at different times, different studios, or even in a different city. This process happens in a different part f the studio called the control room. In the recording f Thriller, the control room served two purposes in recording studio. The first was that the room was acoustically optimized to act as a critical listening environment. The second was that it housed the majority f studio equipment. A mixing board is a very common piece f equipment in the control room. The mixing board allows the engineer to mix together and control basically all the devices fond in the studio. A recording console is another piece f equipment one might find in the control room. The console's basic function is the large task f enabling any combinations f inputs, outputs, and effects to be made. In order f or one to fully understand the recording process that takes place in a recording studio, they need to be familiar with some terms and pieces f equipment that one would use in a studio. In Thriller's recording one piece f equipment which played a very important role was transducer. A transducer is any device which changes one kind f energy for another. A sensor f a CD player or playback leads f a tape recorder are both common examples f a transducer. Another device is an amplifier or anything that makes an electrical copy f an electrical signal. A machine that consists f the controls, or divided to allow control over a number f narrow frequency range is called an equalizer. Additional speaker aimed to allow talkers or performers to monitor or hear himself