Southwestern Eurpean Nationalism Essay Example For Students

Southwestern Eurpean Nationalism Essay Nationalism is an ideology that differs from nation to nation. It is the idea that molds nations into what they become. It’s the idea that helps define territories and places. The nations that will be most concentrated on in this paper will be from Southeastern Europe. Nationalism in these countries will then be compared to the definition of nationalism that Ernest Renan gives in his famous essay â€Å"What is a nation?† Nationalism is a rather recent development in the human social formation. During the Enlightenment, nationalism was not known. Kings were given all the power and the rich were given land. The common people would be faithful to one king, which was of their religious affiliation. No one was looked at by their ethnicity, rather by their religion. They didn’t have unity. We will write a custom essay on Southwestern Eurpean Nationalism specifically for you for only $16.38 $13.9/page Order now People started realizing that God may not be the most important thing to represent their country. They realized that the solar system was held in place by gravity, not by God. They started to believe in other kings, who were like agents working for God.1 Some scientific studies made people started worrying more about themselves. Laws would then be enforced to meet people’s needs, rather than thinking God would protect them. The people could have rights. But with a Divine-Monarch they couldn’t have these rights because there were too many people to serve. The land was divided into territories, and the people were determined by â€Å"their ardent love of the fatherland†. They were to love their new country; they were getting into smaller territories with less people as they wished. People began to learn other languages and develop a sense of individualism. This was inspired by the Romantic Philosophy. But some people knew many languages, which led to the question, what nation were they for? Even the minorities had a â€Å"class† to be defined in and had had a sense of nationalism. Some of them were being discriminated against, which led to their stronger feelings of being defined by their nation. This was the first development of nationalism, which defined all of Southeast Europe.2 The essay, by Ernest Renan suggests that nationalism consists of two ideas. â€Å"One is the possession in common of a rich legacy of remembrances, and the other is the actual consent, the desire to live together, they will to continue to value the heritage which all hold common (Renan, 17). He thinks that the worship of ancestors is important because they have made the country what it is. He feels that the rules made for the country have been sacrifices made and should be honored. He also says that a country needs to look at their downfalls rather than their gains to strengthen the peoples â€Å"togetherness† and the will to succeed. The people have rights as individuals. He states that nations have a beginning and an end, and the people need to realize and not take it for granted. He feels that people should appreciate the guarantee for liberty and freedom. They should realize that this is a gift that could be lost, especially if a king or a dictator was in rule.3 His last thoughts of what makes a nation are that spirit, heart, and moral consciousness have a big part; more so than rules, so the people can exist in harmony. This differs from what happened in Southeast Europe because they didn’t appreciate the ancestors who dictated them. The people did gain nationalism, which gave them a reason to have individualism and a warm spirit for their community. They gained this when they got their way and broke up into communities, which gave them rights.4 In the United States, nationalism was formed in the same manner that Europe was. .uea2333568707eacf688cc98081235d82 , .uea2333568707eacf688cc98081235d82 .postImageUrl , .uea2333568707eacf688cc98081235d82 .centered-text-area { min-height: 80px; position: relative; } .uea2333568707eacf688cc98081235d82 , .uea2333568707eacf688cc98081235d82:hover , .uea2333568707eacf688cc98081235d82:visited , .uea2333568707eacf688cc98081235d82:active { border:0!important; } .uea2333568707eacf688cc98081235d82 .clearfix:after { content: ""; display: table; clear: both; } .uea2333568707eacf688cc98081235d82 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uea2333568707eacf688cc98081235d82:active , .uea2333568707eacf688cc98081235d82:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uea2333568707eacf688cc98081235d82 .centered-text-area { width: 100%; position: relative ; } .uea2333568707eacf688cc98081235d82 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uea2333568707eacf688cc98081235d82 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uea2333568707eacf688cc98081235d82 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uea2333568707eacf688cc98081235d82:hover .ctaButton { background-color: #34495E!important; } .uea2333568707eacf688cc98081235d82 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uea2333568707eacf688cc98081235d82 .uea2333568707eacf688cc98081235d82-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uea2333568707eacf688cc98081235d82:after { content: ""; display: block; clear: both; } READ: Some COMPUTSER history Essay When the puritans and the other immigrants came over, they didn’t care about forming one nation, or being involved in rights. They were still apart of England, and did things based on religion. Communities were even based on religion. The idea that Renan had was not supported then. People didn’t care about heart and how they formed a union. Not until England started taxing and taking powers away, did the Colonists want to make a union among the colonies. This is where they needed heart, and had a desire to form unity. They had to be in harmony to win the war to gain their independence. That would be when the colonies had the second kind of nationalism that Renan described. The United States is very big on nationalism to this day, and is based on rights and values made from the 17th century. The idea of nationalism has spread throughout the world because of the people’s strong views. In conclusion, one can see that the concept of nationalism is the same in every nation but that the way that they use it to bring them together as a whole can vary greatly. One can also conclude that without nationalism there would be no true nations. History

Forieng Author Project Essay

Forieng Author Project Essay Forieng Author Project Essay Ellen Wiah English 12 March 22, 2013 Period 4th Octavio Paz was a renowned poet, essayist who won the Nobel Prize for Literature. He was recognized for being the first Mexican to win a Nobel Prize in literature. Using poetry combine with prose, Paz explored multifaceted and paradoxical forces in contemporary life, while revealing his love for Mexican history and customs as well as his interest in surreal literature, and some other literary movement of the 19th century (Octavio, Paz-biography). Octavio Paz was a spokesperson for 20th-century Mexico, a poet whose work today exceeds his native land to connect with the world. Influenced by surrealism, Paz wrote of contradictions; but in his work opposites are blended and seen as part of the whole. Paz always used his art to establish relationships among cultures, people, and time (Hamm16).Octavio Paz was born in Mexico City in 1914, his father, a journalist and lawyer, was serving as assistant to Emiliano Zapata, a leader of the 1911 revolution. Paz's mother was from a prominent family of Spanish descent (Hamm16). During the revolutionary turmoil of the decade of Octavio's birth, the Paz family and many others were forced to flee the country. After living in Los Angeles for a few years, Paz's family returned to Mexico City. Although the family was now poor; Paz had access in the Macao house to an expansive library and was taught by Marist brothers. He reported that he first learned the craft of writing by immersing himself in the classics of Spanish literature and the great writers of Latin America. Paz attended the National University of Mexico but left without obtaining a degree to concentrate on writing (Hamm18). Paz was already published when he began his university studies. Several poems and stories had been printed in small regional publications. He also began publishing his own literary magazine, Barandal, at 17. Later he helped launch several other magazines, including Vuelta, one of Mexico's most influential publications. Luna Silvestre (Forest Moon), Paz's first book of poetry, was published when he was 19 (Diamond18). At the encouragement of Chilean poet Pablo Neruda, Paz travelled to Spain to attend a meeting in 1937 of leftist writers. While there Paz became so involved in the Spanish civil war (1936–39) that for a period he joined a unit fighting against Francisco Franco. In 1944 Paz received a Guggenheim Fellowship that allowed him to study in the United States. There he continued his education in poetry, reading the works of Walt Whitman, T. S. Eliot, Ezra Pound, and William Carlos Williams (Hamm17). In 1950 Paz published one of his most influential works: a philosophical essay about the nature of the Mexican character. El laberinto de la Soledad (The Labyrinth of Solitude) is part autobiography, part Mexican history, and part philosophy, all played out against the background of the dual cultural heritage of Mexico. Paz's style is often experimental at the same time that it draws on tradition. The 1953 volume Piedra de sol (Sun Stone) is a lyrical poem following the circular structure of the ancient Aztec calendar. Written in one sentence of 584 lines, the poem explores love, myth, the art of writing, and time (Diamond17). Among his diverse literary activities, Paz was an expert translator fluent in several languages, and he used this skill to help introduce upcoming writers from Latin America to the modern world by translating their work. Paz died of cancer of the spine in 1998. He had become so much of a national figure that the public announcement of his death was made by the president of Mexico, Ernesto Zedillo (Hamm19). Octavio Paz is a poet and an essayist. His style of writing is inspired by his belief that poetry establishes "the secret religion of the modern age." His work displays an ever-deepening intelligence and complexity as it explores the connection of philosophy, religion, art, politics, and the role of the individual within our

Historical development of nursing Essay Example | Topics and Well Written Essays - 1000 words

Historical development of nursing - Essay Example Before the birth of Christ, nursing did not exist as a distinct profession. It started out as caring for sick members of one’s family. At this time, it was viewed as a way of expressing love and showing compassion one’s family member. It was mainly a woman’s work and no education or training was required. Between and 100 and 500 AD, nursing was mainly done by religious groups mainly churches. The establishment of the first general hospital by Fabiola in Rome was a landmark event in the history of nursing. In the 16th century, women were required to stay at home and look after their families (Nicola & Frances, 2012). This resulted in the deterioration of nursing care since at the time, it was still a profession for women only. Between 1654 and 1656 nursing was realized as sisters of charity took good care of soldiers who were wounded in the battlefields of Arras and Sedan in France. By 1960, the sister of charity was operating in 40 other countries besides France. However, according to Elizabeth and Jerome (2011), it was not until after Florence Nightingale that nursing started to become a reality in the world. After realizing that very few opportunities were given to women, Florence Nightingale started taking care of the ill while visiting the poor. This is where she developed an interest in a career in nursing. Her most notable contributions happened during the Crimean war. This is after she received reports wounded soldiers were in horrible conditions. In October 1854 together with 38 women that she had trained as nurses, she volunteered to take care of wounded soldiers in the battle field. After noting that there was limited supply for medicine, overworked medical staff and poor hygiene which resulted in fatalities among the soldiers, Nightingale appealed to the British government to find a solution to this problem. The British government commissioned the designing of a

Impact of Technology on Society Paper Research Example | Topics and Well Written Essays - 2500 words - 1

Impact of Technology on Society - Research Paper Example In the process of the advancement of technology, the equipments and the methodology became simpler and more user friendly. For instance, the fixed landline equipments which were heavy were replaced with wireless and mobile phones which are light and portable. The environmental, social, economic and political implications of telephone as a technology on the society have been large. This essay aims to analyze the impact of telephone on the society with reference to the environment, economics, and politics of the society. 1.1. The Background After the invention of telephone in 1876, by early 1900, telephone signals were successfully sent between close by cities (NAE, 2013). The invention of vacuum diode by Sir John Ambrose Fleming was a turning point in the history of telephony. A major milestone in the technology was the first transcontinental call which was made in the year 1915 (NAE, 2013).Though there were portable versions of phones which were used in vehicles right from 1940s, it was in the year 1973 that the first fully portable version phone was made by Martin Cooper for the Motorola Company (NAE, 2013). Later in mid 1990s, following other innovations in the technology, Voice over Internet Protocol, which made voice call using internet was invented. This, along with other innovations changed the whole user perspective towards telephones. Today, mobile phones have become hubs for a wide range of activities and transactions. Through these innovations the technology of telephony has largely influenced the society. 2. Society before telephones Before the telephones were invented one of the first medium through which the society was connected across long distances was through letters. Letters of course took long days to reach the destination and also involved complex administrative procedures. There has to be regularly operating establishments at both the receiver and the sender ends to make sure that the letter reaches the right destination. As it took time th e major disadvantage was that the communication could not keep up with time. For instance, an elaborate communication which is urgent in nature could not be done through letters as there is the possibility that the relevance of the information contained in the letter could go outdated within the time that the letter takes to reach the destination. However, letters were known for its emotional value. Fictional literatures have elaborately dealt with the psychological content associated with letters. In fact letters were known for its expressive nature. There were other means of faster communication in the pre telephone era. Telegrams and technologies like Morse codes were utilized to facilitate faster communication. The whole concept of privacy and personal space was challenged after the penetration of mobile phones into the society. Before individuals had their own portable phones, they all enjoyed a personal space which they themselves could decide. With their mobile phones switche d on, the users share a public space more than their personal space. The mobile version of the telephone technology has changed the politics, economics and social structure of the society to a large extend. Before mobile telephony, there were no tall receiver towers radiating harmful radiations into the

From Marketing Mix to Relationship Marketing Essay Example for Free

From Marketing Mix to Relationship Marketing Essay This report discusses how the marketing mix management paradigm has dominated the marketing thought, research and practice since it was introduced almost 40 years ago, but today new marketing approaches are being introduced and used. The globalization of business and the evolving recognition of the importance of customer retention and market economies and of customer relationship economics, among other trends, reinforce the change in mainstream marketing. Marketing Mix The term marketing mix is probably one of the most famous marketing terms used by millions of people. Its elements are known as the Four Ps, which are price, place, product, and promotion. These four variables are the variables that marketing managers can control in order to best satisfy customers in the target market. Figure 1: Marketing Mix Model – 4Ps Marketing the way most textbooks treat it today was introduced around 1960. The concept of the marketing mix and the Four Ps of marketing – product, price, place and promotion – entered the marketing textbooks at that time. Quickly they also became treated as the unchallenged basic model of marketing, so totally overpowering previous models and approaches, such as, for example, the organic functionalist approach advocated by Wroe Alderson as well as other systems-oriented approaches and parameter theory developed by the Copenhagen School in Europe that these are hardly remembered, even with a footnote in most textbooks of today. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) The marketing mix refers to variables that a marketing manager can control to influence a brand’s sales or market share. Traditionally, these variables are summarized as the Four Ps of marketing: product, price, promotion, and place (i. e. , distribution). Product refers to aspects such as the firm’s portfolio of products, the newness of those products, their differentiation from competitors, or their superiority to rivals’ products in terms of quality. Promotion refers to advertising, detailing, or informative sales promotions such as features and displays. Price refers to the product’s list price or any incentive sales promotion such as quantity discounts, temporary price cuts, or deals. Place refers to delivery of the product measured by variables such as distribution, availability, and shelf space. The 4Ps model is just one of many marketing mix lists that have been developed over the years. And, whilst the questions we have listed above are keys, they are just a subset of the detailed probing that may be required to optimize your marketing mix. Amongst the other marketing mix models have been developed over the years is the 7Ps, sometimes called the extended marketing mix, which include the first 4 Ps, plus people, processes and physical layout decisions. Another marketing mix approach is Lauterborns 4Cs, which presents the elements of the marketing mix from the buyers, rather than the sellers, perspective. It is made up of Customer needs and wants (the equivalent of product), Cost (price), Convenience (place) and Communication (promotion). Cultural policies to promote diversity of cultural expressions today must deal with numerous factors and needs, some of which concern the right of all groups to their forms of expression, and others strictly with business feasibility and the possibility of marketing on a global scale. These different factors may be difficult to reconcile but they are complementary as none can survive and be managed without referring to or involving the other. From the perspective of production development, it is frequently stated that cultural expressions need to find their market in order to survive, but it is also the case that the sacrificing of cultural content with little market value lowers the value of cultural production overall. From the perspective of rights to and processes of identity construction, culture generates services that cannot be governed exclusively by the market, especially in view of the marginality of subaltern groups. Nevertheless, it is almost impossible to think of cultural practices and consumption today without involving the market in some way. For marketers in the cultural industry it is important to identify the factors influencing consumers’ purchasing. Cultural factors are essentially important in selection of the two elements of place and product. For example, someone brought p in an environment that values art would be more likely to buy artistic products. Even it may be important considering customers in terms of their sub-culture. One may be surrounded by people who not only value art but place a higher priority on paintings as opposed to the music. As a result, they will be more likely to buy paintings rather than musical instrument. Pricing the artistic products and act ivities should also follow a logic trend. This practice may be done through some standards set among artists of the same class or by the very artist creator of his work. In general, as it can be seen, due to the difference. (Shahhosseini Ardahaey, 2011) The Four Ps of the marketing mix became an indisputable paradigm in academic research, the validity of which was taken for granted. For most marketing researchers in large parts of the academic world it seems to remain the marketing truth even today. The Four Ps of the marketing mix had been even referred to as â€Å"the holy quadruple†¦of the marketing faith written in tablets of stone. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) The marketer plans various means of competition and blends them into a â€Å"marketing mix† so that a profit function is optimized, or rather satisfied. The â€Å"marketing mix†, concept was introduced by Neil Borden in the 1950s, and the mix of different means of competitions was soon labeled the Four Ps. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) Any marketing paradigm should be well set to fulfill the marketing concept, i. e. the notion that the firm is best off by designing and directing its activities according to the needs and desires of customers in chosen target markets. Gronroos, Toward a Relationship Marketing Paradigm, 1994) American Marketing Association, in its most recent definition states that marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organizational objectives (emphasis added) (Gronroos, From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, 1994) The problem with the Marketing Mix One can easily argue that the four Ps of the marketing mix are not well able to fulfill the requirements of the marketing concept. As Dixon and Blois put it, â€Å"†¦indeed it would not be unfair to suggest that far from being concerned with a customer’s interests (i. e. somebody for whom something is done) the views implicit in the Four P approach is that the customer is somebody to whom something is done! † (emphasis added) . To use a marketing metaphor, the marketing mix and its four Ps constitute a production-oriented definition of marketing, and not a market-oriented or customer oriented one. Moreover, although the interactive nature of the Ps is recognized, the model itself does not explicitly include any interactive elements. Furthermore, it does not indicate the nature and scope of such interactions. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) Van Waterschoot and Van den Bulte recognize three flaws in the Four P model: * â€Å"The properties or characteristics that are the basis for classification have not been identified. * The categories are not mutually exclusive. * There is a catch-all subcategory that is continually growing† . Many marketing-related phenomena are not included. Moreover, as Johan Arndt has concluded, marketing research remains narrow in scope and even myopic, and methodological issues become more important than substance matters. Gronroos, From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, 1994) The Nature of the Marketing Mix The usefulness of the Four Ps as a general marketing theory for practical purposes is, to say the least, highly questionable. Originally, although they were largely based on empirical induction and earlier lists of marketing functions of the functional school of marketing, they were probably developed under the influence of microeconomic theory and specially the theory of monopolistic competition of the 1930s, in order to add more realism to that theory. However, very soon the connection to microeconomic theory was cut off and subsequently totally forgotten. Theoretically, the marketing mix became just a list of Ps without roots. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) Managing the marketing mix makes marketing seem too easy to handle and organize. Marketing is separated from other activities of the firm and delegated to specialists who take care of the analysis, planning and implementation of various marketing tasks, such as market analysis, marketing planning, advertising, sales promotion, sales, pricing, distribution and product packaging. Marketing departments are created to take responsibility for the marketing function of the firm, The marketing department approach to organizing the marketing function has isolated marketing from design, production, deliveries, technical service, complaints handling, invoicing and other activities of the firm. As a consequence, the rest of the organization has been alienated from marketing. Therefore, it has made it difficult, often even impossible, to turn marketing into the â€Å"integrative function† that would provide other departments with the market-related input needed in order to make the organization truly market oriented and reach a stage of â€Å"co-ordinated marketing† the marketing specialists organized in a marketing department may get alienated from the customers. Managing the marketing mix means relying on mass marketing. Customers become numbers for the marketing specialists, whose actions, therefore, typically are based on surface information obtained from market research reports and market share statistics. Frequently such marketers act without ever having encountered a real customer. The marketing department concept is obsolete and has to be replaced by some other way of organizing the marketing function, so that the organization will have a chance to become market-oriented. A traditional marketing department will always, in the final analysis, stand in the way of spreading market orientation. The use of the marketing mix management paradigm and the Four Ps has made it very difficult for the marketing function to earn credibility. Some firms have solved this problem not only by downscaling or altogether terminating their marketing departments but also by banning the use of the term marketing for the marketing function. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) What is the History of the Marketing Mix? A paradigm like this has to be well founded by theoretical deduction and empirical research; otherwise much of marketing research is based on a loose foundation and the results of it questionable. Let us look at the history of the marketing mix paradigm and the four Ps. The marketing mix developed from a notion of the marketer as a mixer of ingredients, which was an expression originally used by James Culliton (1948) in a study of marketing costs in 1947 and 1948. The marketer plans various means of competitions and blends them into a marketing mix, so that a profit function is optimized, or rather satisfied. The marketing mix is actually a list of categories of marketing variables, and to begin with, this way of defining or describing a phenomenon can never be considered a very valid one. A list never includes all relevant elements, it does not fit every situation, and it becomes obsolete. And indeed, marketing academics every now and then offer additional Ps to the list, once they have found the standard tablet of faith too limited. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) Kotler has, in the context of megamarketing, added public relations and politics, thus expanding the list to six Ps. In service marketing. Booms and Bitner (1982) have suggested three additional Ps, people, physical evidence and process. Judd (1987) among others, has argued for just one new P, people. Advocators of the marketing mix paradigm sometimes have suggested that service should be added to the list of Ps (e. g. Lambert and Harrington 1989 and Collier 1991). J It is, by the way, interesting to notice that after the four Ps were definitely canonized sometime in the early 1970s new items to the list are almost exclusively put in the form of Ps It is also noteworthy that Bordens original marketing mix included 12 elements, and that this list was not intended to be a definition at all. Borden considered it guidelines only, which the marketer probably would have to reconsider in any given situation. In line with the mixer of ingredients metaphor he also implied that the marketer would blend the various ingredients or variables of the mix into an integrated marketing program. This is a fact that advocators of the four Ps (or five, six, seven or more Ps) and of todays marketing mix approach seem to have totally forgotten. In fact, the four Ps represent a significant oversimplification of Bordens original concept. McCarthy either misunderstood the meaning of Bordens marketing mix when he reformulated the original list in the shape of the rigid mnemonic of the four Ps where no blending of the Ps is explicitly included; or his followers misinterpreted McCarthys intentions. In many marketing textbooks organized around the marketing mix, such as Philip Kotlers well-known Marketing Management (e. g. 991), the blending aspect and the need for integration of the four Ps are discussed, even in depth, but such discussions are always limited due to the fact that the model does not explicitly include an integrative dimension. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) Contemporary Theories of Marketing In most marketing textbooks the marketing mix management paradigm and its Four Ps are still considered the theory of marketing. Indeed, this is the case in much of the academic research into marketi ng; however, since the 1960s alternative theories of marketing have been developed. As Moller observes in a recent overview of research traditions in marketing, â€Å"from the functional view of marketing ‘mix’ management our focus has extended to the strategic role of marketing, aspects of service marketing, political dimensions of channel management, interactions in industrial networks; to mention just a few evolving trends. The interaction/network approach to industrial marketing was originated in Sweden at Uppsala University during the 1960s and has since spread to a large number of countries. Between the parties in a network various interactions take place, where exchanges and adaptations to each other occur. A flow of goods and information as well as financial and social exchanges takes place in the network. In such a network the role and forms of marketing are not very clear. All exchanges, all sorts of interactions have an impact on the position of the parties in the network. The interactions are not necessarily initiated by the seller – the marketer according to the marketing mix management paradigm – and they may continue over a long period of time, for example, for several years. The seller, who at the same time may be the buyer in a reciprocal setting, may of course employ marketing specialists, such as sales representatives, market communication people and market analysts but in addition to them a large number of persons in functions which according to the marketing mix management paradigm are non-marketing, such as research and development, design, deliveries, customer training, invoicing and credit management, has a decisive impact on the marketing success of the â€Å"seller† in the network. In the early 1970s the marketing of services started to emerge as a separate area of marketing with concepts and models of its own geared to typical characteristics of services. In Scandinavia and Finland the Nordic School of Services more than research into this field elsewhere looked at the marketing of services as something that cannot be separated from overall management. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) The New Approaches and the Marketing Mix The interaction and network approach of industrial marketing and modern service marketing approaches, especially the one by the Nordic School, clearly views marketing as an interactive process in a social context where relationship building and management is a vital cornerstone. They are in some respects clearly related to the systems-based approaches to marketing of the 1950s (compare, for example, Alderson 1957). The marketing mix paradigm and its four Ps, on the other hand, is a much more clinical approach, which makes the seller the active part and the buyer and consumer passive. No personalized relationship with the producer and marketer of a product is supposed to exist, other than with professional sales representatives in some case. The development of innovative theories, models and concepts of industrial marketing (interaction/network approach) and service marketing has clearly demonstrated that the marketing mix paradigm and its four Ps finally have reached the end of the road as the universal marketing theory. From a management point of view the four Ps, undoubtedly, may have been helpful. The use of various means of competition became more organized. However, the four Ps were never applicable to all markets and to all types of marketing situations. The development of alternative marketing theories discussed above demonstrate that even from a management perspective, the marketing mix and its four Ps became a problem. Their pedagogic elegance and deceiving sense of simplicity made practical marketing management look all too clinical and straightforward even for actors in the consumer packaged goods field where they were originally intended to be used. Consumer goods amounts to a considerable business, and there the four Ps could still fulfill a function. However, many of the customer relationships of manufacturers of consumer goods are industrial-type relationships with wholesalers and retailers, and the retailers of consumer goods more and more consider themselves service providers. In such situations the four Ps have less to offer even in the consumer goods field. Moreover, as far as the marketing of consumer goods from the manufacturer to the ultimate consumers is concerned, there is a growing debate whether one can continue to apply marketing in the traditional mass marketing way. Gronroos, Toward a Relationship Marketing Paradigm, 1994) The Future: The Relationship Marketing Concept In the relationship marketing concept to be presented here the core variables are relationships, networks and interaction. The choice is not arbitrary; these variables recurrently emerge in the new marketing theories that have challenged the reigning marketing management paradigm during the past twenty-five years. These variables are not new; they we re there thousands of years ago and they present themselves ‘‘here and now. ’ They will be here in the future, no matter if they are represented by relationship marketing or something else. They are part of society. In fact, society is nothing less than a network of relationships within which we interact, and marketing is a dimension of society. Research and education in business have only recently begun to acknowledge the existence of relationships, but have not as yet understood their omnipresence and deep impact on marketing. Although it is encouraging that relationships have been made visible and that the interest in them is soaring, major problems follow. One is that those who start to explore and implement relationship marketing techniques are often not sufficiently familiar with the foundations of relationship marketing, its paradigm. Furthermore, relationship marketing is put under siege by the traditional marketing management paradigm, and the techniques used in relationship marketing implementation are often more grounded in marketing management values than in relationship marketing values. (Gummesson, 2002) An integral element of the relationship marketing approach is the promise concept, which has been strongly emphasized by Henrik Calonius According to him the responsibilities of marketing do not only, or predominantly, including giving promises and thus persuading customers as passive counterparts on the marketplace to act in a given way. Fulfilling promises that have been given is equally important as means of achieving customer satisfaction, retention of the customer base and long-term profitability (compare also Reichheld and Sasser). He also stresses the fact that promises are mutually given and fulfilled. (Gronroos, Toward a Relationship Marketing Paradigm, 1994) Relationship Marketing There are many definitions of relationship marketing, most of them stressing the development and maintenance of long term relationships with customers and sometimes with other stakeholders. Total relationship marketing is marketing based on relationships, networks and interaction, recognizing that marketing is embedded in the total management of the networks of the selling organization, the market and society. It is directed to long term win-win relationships with individual customers, and value is jointly created between the parties involved. It transcends the boundaries between specialist functions and disciplines. Total relationship marketing embraces not just the supplier-customer dyad as does one-to-one marketing and CRM (customer relationship management) but also relationships to a supplier’s own suppliers, to competitors and to middlemen; these are all market relationships. (Gummesson, 2002) Is There a Paradigm Shift in Marketing? Relationships do not function by themselves. As McInnes said already three decades ago, â€Å"the existence of a market relation is the foundation of exchange not a substitute for it†. Only in extreme situations, for example when the computer systems of a buyer and a materials provider are connected to each other in order to initiate and execute purchase decisions automatically, the relationship, at least for some time, may function by itself. In such situations one comes close to what Johan rndt called â€Å"domesticated markets†, where â€Å"transactions†¦are usually handled by administrative processes on the basis of negotiated rules of exchange†. Normally, advertising, distribution and product branding, for example, will still be needed, but along with a host of other activities and resources. (Gummesson, 2002) However, what marketing deserves is new perspectives, which are more market-oriented and less manipulative, and where the customer indeed is the focal point as suggested by the marketing concept. Conclusion Marketing mix as a general perspective evolved because at one time it was an effective way of describing and managing many marketing situations. Before the marketing mix there were other approaches. Now time has made this approach less helpful other than in specific situations. New paradigms have to come. After all, we live in the 1990s, and we cannot for ever continue to live with a paradigm from the 1950s and 1960s. However, bearing in mind the long-term damages of the marketing mix as the universal truth, we are going to need several approaches or paradigms Relationship marketing will be one of them.

Emily Dickinsons Use of Humor and Irony Essay -- Emily Dickinson Poem

Emily Dickinson's Use of Humor and Irony While much of Emily Dickinson's poetry has been described as sad or morose, the poetess did use humor and irony in many of her poems. This essay will address the humor and/ or irony found in five of Dickinson's poems: "Faith" is a Fine Invention, I'm Nobody! Who are you?, Some keep the Sabbath Going to Church and Success Is Counted Sweetest. The attempt will be made to show how Dickinson used humor and / or irony for the dual purposes of comic relief and to stress an idea or conclusion about her life and environment expressed by the poetess in the respective poem. The most humorous or ironic are some of the shorter poems, such as the four lined stanzas of "Faith" is a Fine Invention and Success Is Counted Sweetest. In "Faith"..., Dickinson presents a witty and biting satirical look at Faith and its limitations. While it still amuses readers today, it must be mentioned that this short poem would have had a greater impact and seriousness to an audience from the period Dickinson lived in. Dickinson was raised in a strict Calvinist household and received most of her education in her youth at a boarding school that also followed the American Puritanical tradition she was raised in. In this short, witty piece Dickinson addresses two of the main obsessions of her generation: The pursuit of empirical knowledge through science, faith in an all-knowing, all-powerful Christian god and the debate on which was the more powerful belief. In this poem Dickinson uses humor to ease her position in the debate on to the reader. Dickinson uses her ability to write humourously and ironically (as seen in her suggestion of the use of microscopes) to present a firm, controversial opinion into w... ...ntuate the humor in the juxtaposition of the objects in order not to trivialize her own beliefs, but allows enough humor to enter the description to stamp the poem with the child-like free spiritedness found in ...Nobody.... Again in this poem, the poetess' desire for seclusion and unconventionality is expressed eloquently through a light-handed treatment of the subject matter. In conclusion, it can be stated the examples of Emily Dickinson's work discussed in this essay show the poetess to be highly skilled in the use of humor and irony. The use of these two tools in her poems is to stress a point or idea the poetess is trying to express, rather than being an end in themselves. These two tools allow her to present serious critiques of her society and the place she feels she has been allocated into by masking her concerns in a light-hearted, irreverent tone.

Colgate Segmentation Essay

Concept of Working Capital Working capital refers to short-term funds, need to meet operating expenses. It refers to the funds; to finance its day-to-day operations. It is concerned with current assets and current liabilities. If a firm can’t maintain a satisfactory level of working capital, it may become insolvent or bankrupt. Broadly there are 2 concepts of working capital, such as: 1. Gross Working Capital (Quantitative Concept) 2. Net working Capital (Qualitative Concept) Both these concepts of working capital have operational significance. The two concepts are not mutually exclusive. The ‘gross concept’ emphasizing the ‘use’ and the ‘net concept’ emphasizes the ‘source’. 1. Gross Working Capital The total current assets are termed as the gross working capital. It is also known as quantitative or circulating capital. It refers to firm’s investment in short term assets such as cash, marketable securities, accounts receivables, prepaid expenses, inventories etc. Significance a. Optimum investment in current assets. -: Inadequate working capital leads to insolvency and excessive will lead to less profitability. Financing of current assets. -: If funds arise it should be invested in short term securities, don’t keep it idle. 2. Net Working Capital The excess of current assets over current liabilities represents net working capital. It may be positive or negative. Net working capital indicates the liquidity of the business. Significance a. Maintaining Liquidity Position-: Current assets help in meeting financial obligations. Generally for every one rupee of current asset there should be one rupee of current liability. b. Extent of long term capital n financing current assets-: If there are Rs 100000 current assets and Rs 75000 current liabilities then NWC is Rs 25000, and it supposed to be financed from long term funds. Efficient management of working capital involves control over the current assets and current liabilities, which are the main components of working capital. 1. Components of current assets: Currents assets are those, can be converted into cash within a year. It consists of cash, marketable securities, inventories, debtors, prepaid expenses. 2. Components of current Liabilities: Current liabilities are those to be paid in a year. It consists of creditors, short-term borrowings, taxes and proposed dividends.   To ensure optimum investment in current assets. †¢ To ensure adequate flow of funds for current operations. †¢ To speed up the flow of funds. †¢ Maintain liquidity and profitability. Maximize shareholders’ wealth possible only when there is sufficient return. †¢ Discharge day-to-day liabilities. †¢ Protect the business from adverse effects in emergencies. †¢ Determines the relevant levels of current assets and their efficient use. To sustain sales activity. Sales don’t convert into cash immediately. It needs time to collection of cash. For maximization profits or minimize working capital cost and maintain balance between liquidity and profitability, we need to maintain a balance in working capital. It should not be excessive or inadequate. Firm should manage adequate working capital to run its business †¢ Excessive working capital means idle funds which earns no profit. †¢ Inadequate working capital disturbs production and weakens the firm’s profitability. Danger of Excessive Working Capital †¢ It results in unnecessary accumulation of inventories, which lead to mishandling like waste, theft and losses. †¢ It is indication of defective credit policy and slack collection period. This leads to higher bad debts that reduce profits. †¢ It makes managerial inefficiency. †¢ Accumulation inventories tend to make speculative profits grow. This type of speculation makes the firm to follow liberal dividend policy and difficult to cope up with in future when the firm is unable to make speculative profits. Danger of Inadequate Working Capital: It declines growth because it’s difficult to undertake profitable projects for non-availability of working capital. †¢ Difficult to implement operating plans and achieve firm’s target. †¢ Difficult to meet day-to-day commitments. †¢ Inefficient utilization of fixed assets. †¢ The firm unable to avail attractive credit opportunities. †¢ Firm loses its reputation. The continuing flow from cash: to suppliers: to inventory: to accounts receivables and back into cash is operating cycle. 1. Operating cycle for manufacturing firm: ` Stock of raw material is held in order to ensure smooth production. Similarly stock of finished goods has to be carried out to meet the demand. 2. Operating Cycle of a Non-manufacturing Firm Non-manufacturing firms are wholesalers, retailers, service firms. They will have the direct conversion of cash into finished goods and into cash.