Grant And Lee: A Study In Contrasts Essay

In recent years, there has been enough thesis studying General Grant and General Lee in contrasts. No wonder, because they are some of the most iconic figures in the new history of the United States. Both became military under the pressure of family circumstances. Both were outstanding participants in the Civil war. But the memory of Ulysses Grant is passed on from generation to generation while tombstones to Robert Lee are now threatened with demolition. Let us turn to comparison and study in contrasts lives of Bruce Catton Grant and Robert Lee. Ulysses C. Grant was born on April 27, 1822, in Point Pleasant, Ohio. Already at an early age, the young general was helping his father on the farm. After visiting a lot of private schools, his father decided that he should make a soldier career. Thanks to the petition of Congressman Thomas L. Hemmer, Grant was admitted to the military academy in West Point, New York. Grant obeyed his father’s wishes, not experiencing much enthusiasm for the servicemen. In 1843, he received the patent of an officer and started serving in the 4th Infantry Regiment of the United States. By the time of war against Mexico (1846-48), comrades’ remarks about the excessive use of alcohol by Grant belong. After numerous warnings from his superiors, he resigned in the summer of 1854. Although his wife’s family had slaves, he found as right thing to fight on the side of the union. Soon Grant for his success in the military field was appointed general of the brigade. After under his command the Confederates from Kentucky were forced out, Lincoln conferred on him the rank of Major-General. Grant was distinguished by logic, calculation, and perseverance in conducting military operations, and his troops showed a high fighting morale. After the Civil War, Grant retained the main command of the US Army. In 1866, Congress conferred on him the rank of general. It was the war that gave Grant his place in life. Being a War Minister, he has accumulated extensive management experience, although he was repeatedly reproached for incompetence required for the highest state office. In the presidency, general saw an opportunity to maintain a war victory by restoring the political unity of the state and guaranteeing civil rights. Grant won elections in 1868 thanks to the program that promised reconstruction of the South, suffrage for liberated slaves and economic recovery of the southern states. But general in choosing ministers and advisers relied chiefly on the persons he knew the height of service. Promising much, Grant, however, was satisfied with the small. During his second term, no measures were taken to resolve social and political problems between races, so conservative forces in the South gained the upper hand. Also, a general refused his initial striving to reform the cabinet of officials, has managed to provide posts only to his closest friends. The extent of corruption and bribery cases surpassed all previously known. Criticism against Grant grew. The most lasting influence was â€Å"panic of 1873† when banks were closed, and the timid efforts of the ministry could not improve sad situation. Mismanagement, embezzlement and large speculation accelerated economic downturn. After the end of the presidential term, Grant departed from politics. The hero of the Civil War died on July 23, 1885, in New York. Despite military successes, in the history of the US, General Grant refers to weak presidents. He was considered as a passive politician who followed the directions of Congress, instead of implementing his own ideas. Venality represents his government in an unfavorable light. His policy towards the southern states is often assessed as half-hearted, as Grant nevertheless tried to protect the civil rights of the black population. One gets an impression that he perceived his presidency as a kind of vestibule to political rest. In combination with naivetà ©, such attitude created a danger of manipulation. Therefore, a general didn’t justify the hopes that were placed on him. Robert Edward Lee was born in 1807, in Stradford, Virginia. As his father soon had serious financial problems, in fact, mother raised the future general. If Grant’s fate was determined by his father, then Robert Lee’s life path was connected with economic difficulties. The only way out in similar situation was to enter the famous military academy West Point. Robert Lee, who was not only diligence in his studies but also a great physical force, could become an ideal officer in the American army. And he became it. While studying at the academy, Lee was one of the best Cadets, not having received a single penalty from a higher command. After finishing he was assigned to engineering troops. But the career of a war engineer did not give the desired advancement in titles. In addition, service in the outback was burdened by an officer who could not fully engage in his family. In the end, Robert managed to achieve transfer to cavalry. By this time he was already 48 years old. In 1861, Abraham Lincoln invited Colonel Lee to lead the land forces of federal government, as conditions in the Southern States heated up to the limit. Herewith, Robert was regarded as a convinced opponent of slavery. However, being a native of the South, a colonel wrote a petition for resignation, stressing that he was not able to participate in the invasion of his homeland. The general, who is seen as a symbol of militant slave-owners, for many years kept a large family for modest state salaries, and acquired slaves, only obtaining an inheritance at the age of 50 years. While the commander of the army of the North, General Ulysses Grant was a slaveholder. His â€Å"laborers† were freed only after the amendment to the Constitution abolishing slavery came into force in 1865. Colonel Lee turned to Jefferson Davis, the president of the Confederation, and offered him his services as a soldier. So, Robert rose to the general’s epaulets, engaged in the creation of a regular army of the southern states. Lee participated in the planning of numerous military operations and then headed the Army of Northern Virginia. Commanded by general, the troops achieved impressive success. Yielding to the northerners in the strength and preparedness, Lee defeated them after defeat. His name has turned into a nightmare for his enemies. Robert Lee enjoyed great respect from the opponents. In particular, Ulysses Grant called him â€Å"Ace Peak†. But in 1865 Lee’s army was forced to capitulate. The federal government amnestied Robert Lee. He died in 1870, until the end of his life engaged in the organization of assistance to former soldiers of the Confederation. For a long time, merits of General Lee were recognized by a lot of US patriots, regardless of political beliefs. The situation began to change not so long ago when in America there was a â€Å"left-liberal† coup, expressed on a symbolic level in a rigid refusal of memory of all representatives of the Confederation. Thus, as we can see, General Grant and General Lee study in contrasts summary show that they were in the best light only in the military field. Of course, Ulysses proved to be luckier than Robert. But, as we know, the truth is always on the side of the winners. Lee’s reluctance to fight against the southern states testifies to his high moral qualities. After all, he did not advocate the extension of slavery, but for the independence of the South. Whereas Grant refers to the type of people who try to transfer their successes from one sphere to another, without sufficient knowledge and skills. In this regard, General Lee is more honest, because he was engaged in one thing, not pretending to be a connoisseur of politics.   

Changing Tire Essay

Most people know how to change the tires of a car, it is a skill people should know in order to survive if a roadside flat tire occurs. Changing tires usually happens in a shop or when a roadside flat tire occurs, males are usually do a better job and know more about changing tires; however, there are females who changes tires but rarely. My dad had taught me how to change tires just in case a roadside flat tire occurs and it would be a good skill to know. When changing a tire, safety is the most important thing. The ground should be flat and stable when a tire is being change, the emergency brake should be on in case of sliding down the road. The right tools to use while changing the tire are very important, and if a mechanic is changing a tire for a job they usually wear something to get down on the ground and get dirty. In order to change a tire the first thing a person needs to do is to check the areas to see if it is a safe place to do so. Some people take the safety very serious, the vehicle could roll down the hill if the emergency break isn’t on or it would be bad to jack the car up when the ground is slanted. After checking the area, get out all the tools that are needed to change the tire. The tools that are usually needed are the jack, a wrench, and a spare tire. The jack is to use to lift the vehicle off of the ground so the tire can come off the vehicle. A wrench is to twist and loosen the lug nuts off of the tire and the new tire is to repair for the flat tire or the new one. Now that the area is checked and the tools are out it’s time for changing the tire. To change the tire, the vehicle needs to be lifted up with the jack. Place the jack under the frame near the tire that is needed to be change. Make sure that the jack is in contact with the metal portion of the car’s frame. After the jack is in the right place, start raising the jack up to where the tire is off the ground and make sure the jack is stabilized. After the tire is off of the ground, begin loosening up the lug nuts by using the wrench to twist. There are different sizes of wrench to fit different sizes of lug nuts. Find the correct size then loosen the lug nuts by turning it counterclockwise (left), don’t take the lug nuts all the way off, just break the resistance with the wrench first. The lug nuts take a lot of power to start loosen it up, after just loosen the lug nuts off it might be easier to use hands to twist it completely off. When all the lug nuts are off, the tire should be easy to come off as well. If the tire is hard to take off by hands, kick or hit the tire a little to loosen it up or lift the tire up a little to take it off. Sometimes if the vehicle isn’t lifted high enough it would stop the tire from coming off. In that case, pump up the jack more and lift the tire off of the ground so it might help. After the old tire is removed, replace the spare tire. To replace the spare tire correctly, the rim of the spare tire needs to be aligned with the wheel bolts, then put on the lug nuts. Tighten the lug nuts by hand until they are all snug then tighten them all the way by using the wrench. After the lug nuts are being tightened, lower the jack down. Once the car is lowered, tighten the lug nuts more to make sure the lug nuts are as tight as possible. The final step would be putting all the tools away and the flat or changed tire away. Changing a tire isn’t the hardest job but it can be tough for people who have never experienced it. It is a skill that needs to be learned if a roadside flat tire occurs and no one is around to help. A spare tire and tools are usually in the trunk when a tire is needed to be changed if it’s in the middle of nowhere. Safety is the most important part, and doing the steps correctly will make this process easier.

Influence of Greece Debt Crisis on Overall Balance of Payments in The Essay

Influence of Greece Debt Crisis on Overall Balance of Payments in The EU - Essay Example This paper describes the influence that Greece debt crisis had on European monetary policy. The overall monetary policy of the EU has been modified. The Greece crisis had affected the demand of money in the region. The issue of balance of payment usually involved the goods and workers movement across all member states this come with the abolishing of tariffs between member countries. They included transport of goods between countries; people working along the countries had the flexibility of working along the countries without any limitations. For the case of Greece the European Union found a sense of imbalance and there was need of invention. As requested the EU suggested measures and action. The measures were taken to ensure a balance of payment. It engaged in a semiannual strategy. This was to close the deficit to 3 per cent since there was an assumption that the deficit of GDP in 2010 was 4.2 per cent. There was need to revise the figure given by the Greece authorities the figures had changed and need revise them, in a bid to ensure balance. As much as there it was a collective role of the region in controlling the foreign exchange, it advice the Greece government to ensure that it sells its reserved to ensure a balance in the foreign exchange holdings. This in term ensured the balance of payment of the region’s currency this was to ensure an equal equivalent capital inflow. The balance of payment is not only a one state affair but it involves the entire continent and the world as a whole. ... 45). For the case of Greece the European Union found a sense of imbalance and there was need of invention. The EU through the European commission contemplated on measures to undertake. As request the EU suggested measures and action. The measures were taken to ensure a balance of payment. It engaged in a semiannual strategy. This was to close the deficit to 3 per cent since there was an assumption that the deficit of GDP in 2010 was 4.2 per cent. There was need to revise the figure given by the Greece authorities the figures had changed and need revise them, in a bid to ensure balance (Jonung, Martin and Jonas, 2008, p. 34). As much as there it was a collective role of the region in controlling the foreign exchange, it advice the Greece government to ensure that it sells its reserved to ensure a balance in the foreign exchange holdings. This in term ensured the balance of payment of the region’s currency this was to ensure an equal equivalent capital inflow. Thus a surplus in the economy was been experienced in that there was to be an increase in the imports and hence forcing the Bop in an equilibrium. Risks where on the rise in Greece and the rate was described as dramatic, government bonds and the increasing awareness and securities. There was need to safe guard the effects of financial effect in the entire euro zone. There was doubt that Greece will pay all its debt including the accrued debts without affecting its economy or there was also a doubt whether they were in opposition to pay the debts at all. The debate continued till the beginning of May in 2010 when the matter was not only a debate but the reality. There was need of intervention and on May second it requested for

What is MEC Essay Example | Topics and Well Written Essays - 500 words

What is MEC - Essay Example It educates children of employees. It also targets vulnerable children of the society. It also promotes the health of the society through production of quality goods and services that are environmental friendly. The company also gears itself towards strengthening its organizational structure and service delivery. It employees qualified personnel who promotes the welfare of the company and all the shareholders. The company also invests in community infrastructure through building schools, roads and hospitals (MEC 2013). This is aimed at enhancing corporation with the outsiders. The company also maintains economic development and job creation through paying taxes to the government and offering job opportunities. The organization believes that it needs to play its part in the growth and development of the community. It also expects the government to perform its roles diligently by providing an appropriate environment. Companies are obligated to preserve the environment. The company produces goods that are environmental friendly, renewable and utilizes less energy (MEC 2013). This is aimed at reducing environmental pollution and creates a good rapport with investors. For example, the company’s textile products contain over 50% cotton or recycled polyester (MEC 2013). It is believed such products can decompose and they are recyclable. In addition, the company has strived to improve human conditions in its factories. The company has exit doors in case of a fire breakout. It also has fire extinguishers and personnel work within stipulated time. Lastly, the company promotes conservation of ecology, water catchment areas and other recreational centers. MEC focuses on working with suppliers and factories by empowering them to uphold the MEC code of conduct. The conduct usually prescribes the minimum standards that enhance environmental responsibility. The company also believes in environmental responsibility because it audits factories

English Tort Law Essay Example | Topics and Well Written Essays - 17000 words

English Tort Law - Essay Example The Lister case involves a warden who sexually abused children under his ward whilst he was serving as the supervising head of a boarding house for troubled children in the Wilsic Hall School in Doncaster. His duties included the imposing order in the boarding house, ensuring that children went to school and participated in evening activities, were in bed on time and supervising members of the staff. It was held that the warden’s acts of sexually abusing children were done within the course of his employment because they were closely connected with his official duties. Applying the aforementioned to Gracie’s case, it would seem that the activities by Gracie outside of her actual working hours and during break hours cannot be contemplated as work within the course of her employment at the Call Centre because the employer has no control on what she does during her breaks. Therefore, only Gracie can be made liable for the tort, which in this case is the battery. The tort of trespass of battery has three elements: force; direct application of that force, and; intent to directly apply that force to another. Any touching of another person’s body can amount to the battery if done without the consent of that other party unless the touching was done as a socially acceptable act like the usual jostling that goes on during sales or a hearty slap at the back commonly done by men to congratulate each other (Harpwood 2005 267). Intent does not necessarily refer to intent to harm but intent to apply direct force to another and neither is harm necessary to prove battery.

Environment Essay Example | Topics and Well Written Essays - 250 words - 17

Environment - Essay Example From this study, it was found out that biosciences are a sector that employs more than 425,316 people. This is so good because the income generated by these people can be useful in helping the economy in many ways. Apart from improving their purchasing power, they contribute taxes to the government. The other contribution of biodiversity is that it provides useful resources that are used in the economy. For example, plants act as chief sources of medicine used in the treatment of illnesses. A healthy population is pillar to economic growth. Through medical research, life can be made so better because solution can be sought for all the illnesses facing the people of Indiana. Ecological system and biodiversity help in promoting the well being of the Indianans in that it can help in sustainable economic growth and the conservation of available resources for the sake of future generations. This is necessary for economic growth and stability of the state. Once the ecosystem can be sustained and sparingly utilized, no resources can be depleted as they will always be available in the

The media are a very powerful source of socialization today Essay

The media are a very powerful source of socialization today - Essay Example While people may have initially been livid with the way the case was handled, and the severity of the spill on human and plant health, the way that the newspaper presents the news about the settlement may change the discernment and actions of people towards BP. The newspaper presents information on the number of claimants who deserve compensation, a factor that BP had not integrated into its compensation plans. Through the major forms of media, television, and newspapers, people are able to get information on recent events such as the BP oil spill and socialize. Without such information, it may be indeed hard for people to fulfil socialization because of insufficient or impassable information. Through the socialization aspect, it is possible to provide an opinionated thought on an event. However, religious and educational institutions remain to be the main source of long-lived socialization aspects, unlike the media that may present sporadic and short-lived presentations that may fluctuate in the future or be prejudiced by external powers guided by egocentric

Strategic Management Assignment Example | Topics and Well Written Essays - 3750 words

Strategic Management - Assignment Example With the imminent move toward internationalisation and liberalisation of industry, organisations need to be equipped with the rapid alterations in the business forces. Hence, every company require adjusting with the varying demand of customers as well as variations in the business environment. It is in this context that change is the response of business and other economic occurrences. Change is the procedure of administrative awareness, selection of alternatives and implementation of new or modified functions where managers view certain actions taking place, representing the requirement of change (Rashid & et. al., 2004). The change procedure in modern organisations is exclusive from every perspective owing to the differences prevailing in terms of the culture, i.e. the type of trade, the working environment, the values and principles, the administration and leadership style and the behaviours as well as approach of current employees. Additionally, there is risk of failure as people are generally observed to behave as resistant to the change being implemented or even those which are occurring spontaneously. For some people change can give pleasure, bliss and benefits, while for others, change can bring discomfort, pressure and difficulties (Rashid & et. al., 2004). Among all other factors, the most influential aspect which can create a vast impact on change is the organisational culture (Rashid & et. al., 2004). With due consideration to these prospects, the paper assesses how organisational culture creates an impact on the manner organisational change is embraced or resisted by the employees. Defining Organisational Culture The conception of organisational culture is extensively used in modern day organisations in order to define the environment and working practices which have been developed in order to manage the employees and at large preserve the smooth commencement of business operations. IT is in this context that organisational culture encourages moral e amid employees and statement of principles of a particular company. It is the duty of leaders being the prime executers in an organisation, to develop an effective culture according to the working procedure. It is also their sole responsibility to extinguish a particular culture when it becomes obsolete (Donnell & Boyle, 2008). Culture in any organisation provides the feeling of distinctiveness and defines the organisational traditions, customs, principles, meanings, values, standards and the way determined objectives are achieved in organisations. The culture summarises the positive performances and traditions which was worked in the past. These performances are accepted by long-serving employees in an organisation. Furthermore, the foremost concern a new employee acquires about an organisation is the culture. Culture remains in organisation and becomes a part of its conventional manner of conducting works. Over the years, organisations also develop standards, i.e.

Business Law Essay Example for Free

Business Law Essay Under the law governing offer and acceptance, a valid offer has been made through an advertisement. In order for an offer to be accepted, the party must entirely accept the offer. The rules governing acceptance has to be positive not passive. Silence does not forms acceptance. The general rule of acceptance is that the acceptance must be received by the offeror, otherwise it has no effect. An offer made to a particular person can be rightfully accepted by him alone and in order to avoid complications, acceptance is to be in writing received by the offeror or if it is orally, it must be heard by the offereor. In applying the law to the facts of the case before us, Wayne has made a valid offer to sell his house for $2 million dollars. In this case, Wayne is the offeror and Scott, Kyle and Magdelene are the offeree. Scott offers to buy the house for $1. 8 million dollars and Wayne said nothing. In this case, Scott has now become the offeror and Wayne is the offeree as a counter offer has been made. Looking at the principles of acceptance, an acceptance made must be positive not passive. Wayne said nothing about the offer therefore there was no communication between them of any sort of acceptance. This would highlight that the fact that silence does not form acceptance as per case of Felthouse v Bindly (1862) The offeror cannot impose acceptance just because the offeree does not reject the offer. Therefore, Scott wanting to take legal action towards Wayne is not valid as there was no form of acceptance in either form of writing or orally. When Kyle came to view the property, he agrees to Wayne’s offer of $2 million dollars but â€Å"subject to contract†. Wayne agreed. The definition of subject to contract is that both parties are agreeable to the terms of the offer but propose that they negotiate a formal contract on the basis of the offer. Referring to the case of Yap Eng Thong v Faber Union, the court found the agreement to sell a house â€Å"subject to contract† was not binding. Hence, Kyle wanting to take legal action towards Wayne will not be valid as â€Å"subject to contract† does not bind anyone to the contract before signature. In this case, Wayne revoked his offer to Scott and Kyle by selling the house to Magdalene. An offer can be dismissed at any point of time before acceptance s made. In the case of Routledge v Grant (1828), there was offer made to buy the house and acceptance must be made by the offeree in 6 weeks time. In less than 6 weeks, offeror chooses to withdrew his offer, in which he had a right to do so. Furthermore, the revocation is valid as it is communicated to Scott and Kyle since they have heard of it. The notice of revocation does not necessarily come from Wayne himself. In conclusion to the case study, both Scott and Kyle cannot bring Wayne to legal action as the offer was revoked before their acceptance was made. Revocation was made being communicated and need not come from the offeror himself. Which links to the next point of acceptance must be positive and not passive. Silence does not make up acceptance. Hence, Scott wanting to take legal action against Wayne is not valid. As for Kyle, Wayne has the right to sell his property to anyone as long as a formal contract is not signed by any party. Kyle cannot take legal action against Wayne as â€Å"subject to contract† does not guarantee acceptance and either party can withdraw before signing .

Importance of Margins Essay Example for Free

Importance of Margins Essay In the short essay In Praise of Margins Ian Frazier defines marginal people, places, or activities as the ones that dont quite work out (58 Frazier) since they are insufficient to meet the standards of the economic world. However, Frazier shows he values marginal activities and places because they allow people to be themselves without the worry and judgment. For Frazier and his friends, they viewed The woods (56 Frazier) as their place of margin Often times society deems marginal behavior to be unbeneficial, but Frazier states . .marginal behavior can be the most important kind.(58 Frazier) because every purpose-filled activity starts off as a margin. Nonetheless, it is crucial for marginal things to exist as they provide many benefits and play an important role in the world we live in today. Living in a society where we are constantly being told what to do , marginal activities are necessary because they can allow oneself to discover what ones true passion is without any other influences. For example, in Annie Dillards Hitting Pay Dirt she describes the time she received a microscope kit, as a Christmas present, which she played with constantly in her basement. In the beginning, Dillard is unable to use her microscope properly, but ultimately succeeds as she sees an amoeba. Excited about what she had discovered, she immediately runs upstairs to show her parents; however, both of her parents are uninterested to what had seemed like ..a chance of a lifetime.(95 Dillard) to Dillard. As a result, she then begins to realize that every individual has their own pursuits and that you do what you do out of your private passion for the thing itself.(95 Dillard). Dillard explains that †[Her] days and nights were [her] own to plan and fill.(96 Dillard) and her passions were her own and not her parents. In a world where everything is constantly evolving and expanding , margins are much needed as they are the sole reason that helps the world continue to progress. Frazier states that marginal behavior can be the most important kind.(Frazier 58) because it allows one to attempt new and different concepts without the needed approval of anyone else. In many cases, ideas start off as marginal theories, but later on can be  acknowledged as something greater. Especially in a society where we demand things frequently, we often expect immediate results, thus making marginality difficult to understand for many. For instance, Frazier uses the first person who decided to ride down a mountain trail with his bicycle as an example of someone who started off thinking he was doing a decidedly marginal thing. (58 Frazier). However, this mountain bikers mere marginal idea has become a widely known sport across the nation. Ultimately, without marginal activity the world would be unable to grow; margins are extremely important as they keep life exciting and new. In the midst of everyday busy life, one is in need of marginal things every once in a while for the purpose of sanity. Marginal things essentially allow one to relieve stress by escaping the continuous demands of society, thus enabling many to obtain a peaceful state of mind. Frazier defines marginal activities as a higher sort of un-purpose(57 Frazier) as marginal activities can be viewed as useless, and yet can mean so much to a each different individual. For example, Frazier and his friends find their marginal place in The woods(56 Frazier) since it was a location they were able to do senseless activities just for the sake of it. The woods was almost like a sanctuary to Frazier; it was a place where he was able to escape from the judgments of the outside world and the pressure of impressing anyone else. In essence, taking a break from the daily norm with marginal things prevents individuals from going insane. Altogether, according to Frazier, marginal places and activities should be valued as they can provide numerous benefits to not only society, but to oneself. Marginal things allow many to truly find what their passion lies in, since marginal activities are not forced upon by any other influences. In addition, marginal behavior essentially keeps our world spinning as it brings new ideas that seem to have no purpose, but later on can bring something great. Lastly, often times, one is blinded by the mentality that everything one does must have a purpose, therefore disabling one to realize the importance of marginal things as they keep us at peace. All in all, marginal things may seem worthless, but the only reason as to why they might be viewed in that sense is because of the perspective society views marginal  activities.

The Theory Of Functionalism

The Theory Of Functionalism The theory of functionalism is the oldest, and may also be the most dominant theoretical perspective of sociology. Functionalism agrees that brain states are responsible for mental states, but disagrees that they tend to be identical to each other. It is the argument from a functionalist perspective, that, the brain activity or neurological states are what realizes mental states, which in turn lead to the behavioural output in a physical way. It has a broad variety of positions which it is capable of articulating in many different diverse forms. They can be classified into the following; Analytic functionalism: The most widely used form of functionalism, which describes the causal role as a job description of mental states, which are derived from our concepts. Analytic functionalists claim, that, the specifications for a functional role (job descriptions) for mental states are a priori. The second version is Physchofunctionalism; which rejects the idea of behaviourism in psychology, as well as reject the physical aspect of the mind. The third would be Machine-state functionalism: This analogy was put forward by Hilary Putnam, a well-known American philosopher, who was inspired by the analogies of mind (the Turing machines) which is able to compute all given algorithms. In non-technical terms, the mind is a very complex computer program. It is a state in which given an input B, and such and such tends to happen. An example is when we input a set of numbers into the computer through a keyboard/software. It proposes that brain states are activities which are low level, whilst helping to realize mental states which are high level. To help the reader understand about the idea which was described above, I will use the more common functionalist example to discuss the relationship between the software and the computer. For example, we type the numbers 5 plus 8, on the one level (low level), the computer is dependent on the software for input. The software within the computer is calculating the answer to the numbers entered, while at the other level (high level), the information is output on the screen. In this instance, the functionalists would argue that the process of calculation would be released by the hardware (monitor). Therefore, the software which is used by the hardware, acts as the function role. This computer example can be used to translate into the terms of the brain. The mental states are dependent on the brain states in the same way, as the computers software is dependent on the computerÃÆ' ¯Ãƒâ€šÃ‚ ¿Ãƒâ€šÃ‚ ½s hardware for the output of the information (monitor) and vice versa. In the functionalists view, the brain states help to realise the mental states which functions as a total functional system. With this, it is meant that the mind is made up of the total possible functional mental states that it can have. These will interact with the inputs (software), and the hardware (monitor) together, before they both produce the outputs. Functionalists say that if we think of mental states in a similar way, then maybe one day the machine may do the thinking or be artificially intelligent. This way, we could compare our process of thinking to a computer software, which in turn could run on several different machines. The concept for a machine is the concept of an artificial intelligence. This intelligence can be classified as weak AI or strong AI. This type of intelligence would make it possible that one day a computer could be invented with a mind of its own. In other words, it would think, imagine, and reason. It could eventually do all the things we associate with the human brain. In a weak AI example, it is argued that the intelligence of a computer appears to think on its own, but it is actually unconscious the same way human brains are. In the weak AI, just like in the human brain, an input must occur in order to produce an output. When comparing functionalism with dualism for example, it has obvious strengths. Functionalism tries to explain behaviour, rather than just observing it. It uses the physical world to explain the mental states, combining physical inputs with the outputs, rather than segregating the physical world from the mind. In Dualism for example, mental and physical states are both separate, in general terms, the two cannot be assimilated to form one unit (Levin, 2009). One of the most famous philosophers in the 17th century, Descartes, who considered himself a Dualist, also argued against the thought of mechanical and mind properties to be the same (Cottingham, p. 221, 2012). His notion led him to believe that the mind and the body could indeed exist without one another. Then again, how could the mind operate without the physical? This would not be possible. For example, if we take pain as an example. Pain just does not happen in our brain. Pain can be identified with something material (physical) which sends a neurological message to our brain that something hurts (mental). As you can see, the physical and mental aspects correlate, rather than act separately. Another strength of functionalism, is that a functional system can be realisable in multiple ways. For example, if we refer back to the computer analogy, the same computer software should be usable on different computers. Potentially, computers could have minds similar to ours, as long as they can perform the some functions as us. On the other hand, some philosophers think functionalist accounts of mental states tend to be too liberal. For some, it is a mistake for a computer and its software to have the same mental states as a human. Some of these philosophers have argued that a computer and software would be unable to show genuine emotions. It would also be incapable of consciousness without someone inputting information e.g. typing the numbers 5 plus 8 into the software. Functionalism seems to omit the qualia of emotion or any consciousness in the process. This could be in part that is includes non-living things, as possible mental states. Some critics of functionalism do argue that mental states of living things (humans) or systems (computers) ought to include an account of qualia (emotions and consciousness). Another objection to functionalism would be that computers are non-living, it doesnt not use its own incoming information for their behaviour as do humans and other living things (non-human animals). In regards to non-living things, they are not systems or living things which rely on survival; and they do not have self-interests of their own. These are some of the considerations which objectors argue for, and call for functionalism to refine its theory. The minimum would be to try and distinguish the living things from the non-living. Would the objection to functionalism be answered if we were to imagine the mind as if it were unified? Perhaps one could look at individual mental states and imagine that some of them could portray certain aspects? i.e. memory and solving problems, but no kind of emotion or consciousness. If the computer for example would portray any of the above mentioned such as memory or solving problems by itself, one would not speak of the computer with having a mind or not. One would speak of the computer as having been able to solve a problem and using its capacity for memory to store the data etc. Would one ask a cat if it has a mind, although, one would rather enquire about its capacity for memory, its deception etc. The strengths and weaknesses have been stated for functionalism. It is an odd theory that non-living things could give rise to different mental events. In order for us to understand on how our mind works, we need to understand these processes. Only one type of brain state is needed according to functionalism, in order to correlate with events in our brain. It also seems, that, functionalism is dependent on things which are physical rather than involving mental events from the outset. It certainly leaves out emotions and thinking. The basis for functionalism seems to be input output only. Lets say, someone steps on a pin and they shout. The functionalists view seems to indicate that artificial beings and systems could produce their own consciousness and thoughts. Even if technological advancements of great magnitude can be made, a machine could not replicate the feelings and thoughts of a human. These examples would include stress, anxiety, nervousness etc.. It would be odd to think that a machine could be producing a personality that feels nervous or has a moral obligation to things. It perhaps maybe the case that functionalists are digging really deep in order to find and justify their theory on mental states and mental events.

Deceitful Clytemnestra of Euripides Electra Essay -- Euripides Electr

Deceitful Clytemnestra of Euripides' Electra Agamemnon returns from Troy, a victorious general, bringing home spoils, riches and fame. He is murdered on the same day as he returns. Clytemnestra, his adulterous wife, has laid in wait for her husband's homecoming and kills him whilst he is being bathed after his long journey. During the Agamemnon, large proportions of the Queen's words are justifications for her action, which is very much concerned with the sacrifice of Iphigenia to the gods, in order for the fleet to set sail for Troy. Aegisthus, the new husband of the Queen Clytemnestra, and partner in the conspiracy to murder the war hero, had reasons, which stemmed from the dispute between the Houses of Atreus and Thyestes. Was the murder justified retribution for a callous and dispassionate murder of an innocent girl, as well as the fate demanded by the family curse? Or was the death of Agamemnon an unjust action by the traitorous woman Clytemnestra and her lover carried out in aspirations of his wealth and power?   If we take the former of the arguments as the correct one, then the sacrifice of Iphigenia must be considered. For this, the only sources we have are those of the Chorus' songs and the highly biased accounts by Clytemnestra, who has been left to stew on her hatred for over ten years. The account given by the Chorus is full of pathos and pity "gentle curving lips...gag her hard...her glance...wounding every murderer" (235-239). They remember with sorrow, a flashback to her innocent life, and recount how she once "sang to Saving Zeus - transfixed with joy" 245. Emphasis is very much on the purity of the girl and how she did not deserve to die. However, no reference is made by the Chorus that it was Agamemnon's... ...ght have been a sponge. It is ironic I suppose that Agamemnon, lord of men was brought down by the one thing that neither of the two sons of Atreus were able to control - Women. Works Cited Adkins, A.W.H., Merit and Responsibility. A Study in Greek Values, London: Oxford University Press, 1960. Euripides. Electra. Trans. Philip Vellacott. Medea and Other Plays. Baltimore: Penguin Classics, 1963. 105-152, 201-204. Nietzsche, Friedrich. The Birth of Tragedy. Trans. Clifton Fadiman. New York: Dover   Publications, 1995. Perseus Encyclopedia. Revised 1999. Tufts University. <www.perseus.tufts.edu/cgi-bin/encyclopedia?entry=Euripides>. Powell, Anton, ed.   Euripides, Women, and Sexuality.   New York: Routledge, 1990. March, Jennifer.   Euripides the Mysogynist?   Euripides, Women, and Sexuality.   Ed. Anton Powell.   New York: Routledge, 1990.

Essay --

Introduction What is The Internet of Everything (IOE)? The IoE is a concept which is based on a connection between physical devices and the internet. The benefits of such a connection are convenience and satisfaction to the end user. On a lighter note it is bound to make the end user more of a couch potato. In today's technologically driven world, there are more things connected to the internet than there are people in the world. This fact shows that the internet is the future of doing business, learning as well as being a platform for innovation. This is where IoE steps into the picture as it is based on the concept of internet connected devices, and with the progress in terms of technology of everyday devices and objects, the possibilities are endless. IoE is starting to show glimpses of its potential to surround us with connectivity that skilfully responds to our needs and wants - which is called the Digital Sixth Sense. (Qualcomm) Key components of the IoE model are the smartphones we have become accustomed to using, cloud computing which has made remote storage and access a breeze, as well as wireless broadband networks which have been implemented in strategically viable locations for use by modern high broadband demanding devices. Radio-frequency identification (RFID) technology works hand in hand with this system. IoE is expected to be the fastest growing technological system within the next half decade. There are various many fields where IoE can be applied to and are listed below: †¢ E-Shopping †¢ Home Security Automation †¢ Socially interactive gadgets †¢ Emergency Response Systems †¢ Remote Management of physical objects Ethical and Legal issues of IoE Unlawful Surveillance There are a countless number of simple devices ... ...e implemented and these areas are; Environmental protection, agriculture, transportation as well as education. The future and prospects look exciting for China as it has the potential to achieve great things using this technology as it has the backing of its government as well as a good capital input from investors as the ROI is potentially great. It's becoming a household concept. (sciencemag) During October of last year, IT specialists visited Wuxi regarding the future of the 'Internet of Everything'. The prospects look promising as many good ideas were showcased. The advantage China has is that it takes a centralized approach rather than distributed one in terms of creation of application, which makes it easier for the various devices and applications to communicate and work hand-in-hand with each other thus creating a network of intelligent systems. (sciencemag)

Media Systems Dependency Theory

Media systems dependency theory (MSDT), or simply â€Å"media dependency,† was developed by Sandra Ball-Rokeach and Melvin DeFleur in 1976. [1] The theory is grounded in classical sociological literature positing that media and their audiences should be studied in the context of larger social systems. MSDT ties together the interrelations of broad social systems, mass media, and the individual into a comprehensive explanation of media effects.At its core, the basic dependency hypothesis states that the more a person depends on media to meet needs, the more important media will be in a person's life, and therefore the more effects media will have on a person.The relationships between componentsDependency on media emerges from three relationships.1) The relationship between the society and the media Within this relationship, media access and availability are regarded as important antecedents to an individual’s experience with the media. The nature of media dependence on s ocietal systems varies across political, economic, and cultural system.2) The relationship between the media and the audience This relationship is the key variable in this theory because it affects how people might use a mass medium. This relationship also varies across media systems. The more salient the information needs , the stronger are the motivation to seek mediated information and the dependency on the medium. In result, the likelihood for the media to affect audiences becomes greater. 3) The relationship between the society and the audience. The societies influence consumers’ needs and motives for media use, and provide norms, values, knowledge, and laws for their members.  Social system can function an alternatives to the media by offering similar services of the media.Media needs and media dependencyThree types of needsAccording to Ball-Rokeach and DeFleur, three media needs determine how important media is to a person at any given moment: 1) The need to understa nd one's social world (surveillance) 2) The need to act meaningfully and effectively in that world (social utility) 3) The need to escape from that world when tensions are high (fantasy-escape) When these needs for media are high, the more people turnto media to meet these needs, and therefore the media have a greater opportunity to effect them. That said, none of these media needs are constant over long periods of time. They change based on aspects of our social environment.Two basic conditions for hightened media needsMedia dependency theory states two specific conditions under which people's media needs, and consequently people's dependency on media and the potential for media effects, are heightened. The first condition of heightened media needs occurs when the number of media and centrality of media functions in a society are high.For instance, in modernized countries like the United States, there are many media outlets and they serve highly centralized social functions. In the United States alone, the media act as a â€Å"fourth branch† of government, an alarm system during national emergencies, and as a tool for entertainment and escape, whereas in the underdeveloped world the media are not as numerous and serve far fewer functions. As such, the media have a greater opportunity to serve needs and exert effects in contemporary America than in a third world country.The second condition of heightened media needs occurs when a society is undergoing social change and conflict. When there is a war or large-scale public protests like during Vietnam or the Arab Spring, a national emergency like the terrorist attacks of September 11, 2001, or a natural disaster like Hurricane Katrina, people turn to media to help understand these important events. Consequently, the media have a greater opportunity to exert effects during these times of social change and conflict.The effects of media messageBall-Rokeach and DeFleur suggests that the cognitive, behavioral a nd affective consequences of media use are premised upon characteristics of both individuals and their social environment.CognitiveThere are five types of cognitive effects that will be exerted on audiences, the first of which is the creation and resolution of ambiguity. Ambiguity occurs when audiences receive inadequate or incomplete information about their social world.When there is high ambiguity, stress is created, and audiences are more likely to turn to mass media to resolve ambiguity. Ambiguity might be especially prevalent during times of social change or conflict. The second effect is agenda-setting. This is another reason why we might call dependency a â€Å"comprehensive† theory of media effects – it incorporates the entire theory of agenda-setting within its theoretical framework. Like any other effect, media agenda-setting effects should be heightened during times when the audience’s needs and therefore dependency on media are high.So, for instance, if our informational needs and dependency on media was high during the invasion of Iraq in 2003, we would have been more susceptible to agenda-setting effects, and we would have therefore perceived the Iraq War as the most important problem (MIP) facing the United States. Third is attitude formation. Media exposes us to completely new people, such as political figures and celebrities, not to mention physical objects like birth control pills or car safety mechanisms that we come to form attitudes about.Dependency does not suggest media are monolithic in their ability to influence attitudes, but the theory does suggest that media play a role in selecting objects and people for which people form attitudes about. If a person is experiencing greater media dependency, we would therefore expect that the person will form more (or more complex) attitudes about these attitude-objects than people with low media dependency. Media also have the potential cognitive effect of expanding people's b elief systems.Media can create a kind of â€Å"enlargement† of citizen's beliefs by disseminating information about other people, places, and things. Expansion of people’s belief systems refers to a broadening or enlarging of beliefs in a certain category. For example, a constant flow of information about global warming will expand people’s beliefs about pollution affecting the earth’s atmosphere, about cap and trade and other policies, and about personal contributions to global warming.These beliefs meet with and are incorporated into an existing value system regarding religion, free enterprise, work, ecology, patriotism, recreation, and the family. Last is value clarification and conflict. Media help citizens clarify values (equality, freedom, honesty, forgiveness) often by precipitating information about value conflicts. For instance, during the 1960s the mass media regularly reported on the activities of the CivilRights movement, presenting conflicts between individual freedoms (e. g.  , a businessman’s property rights to deny blacks entrance) and equality (e. g. , human rights). When such conflicts play out in the mass media, the value conflicts are identified, resulting in audiences forming their own value positions. Such a position can be painful to articulate because it can force a choice between mutually incompatible goals and the means for obtaining them. However, in the process of trying to decide which is more important in a particular case, general value priorities can become clarified.AffectiveBall-Rokeach and DeFleur mentions several possible affective media effects that are more likely to occur during times of heightened dependency. [13][14] First is desensitization, which states that prolonged exposure to violent content can have a â€Å"numbing† effect on audiences, promoting insensitivity or the lack of desire toward helping others when violent encounters happen in real life. Second, exposure to ne ws messages or TV dramas that portray crime-ridden cities can increase people's fear or anxiety about living in or even traveling to a city. Media can also have effects on morale and feelings of alienation.The degree of positive or negative mass media depictions of social groups can cause fluctuations in people's sense of morale in belonging to that group or in their sense of alienation from that group.BehavioralThere are two broad categories of behavioral effects that Ball-Rokeach and DeFleur identify. The first broad category is called â€Å"activation† effects, which refer to instances in which media audiences do something they would not otherwise have done as a consequence of receiving media messages. Behavioral effects are largely thought to work through cognitive and affective effects.For instance, a woman reading a news story about sexism in the workplace might form an attitude toward sexism that creates a negative emotional state, the culmination of which is joining a women’s rights march in her local community. The second broad category of behavioral effects is called â€Å"deactivation,† and refers to instances in which audiences would have otherwise done something, but don't do as a consequence of media messages. For example, the primary presidential campaign has become longer and increasingly use more media to target audiences.As such, primary campaigns might elicit negative attitudes toward the electoral process and negative affective states such as boredom or disgust that in turn might make a person not turn out to vote.The levels of media dependenceIn the MSD view, the media system has two-way resource-dependency relations with individuals (micro-level), groups and organizations (meso-level), and other social systems (macro-level).The microlevel(individual level) of dependencyMicrolevel, or individual level application focus on the relationship between individuals and media.The microlevel dependency, better known as individu al level media system dependency(IMD)begins with an assessment of the types of motivation that bring individuals to use the media. In the perspective of IMD, goals are preferred to needs to conceptualize the motivations that affect media behavior. According to Ball-Rokeach and DeFleur, goals are the key dimension of individual motivation. While needs imply both rational and irrational motives, goals imply a problem-solving motivation more appropriate to a theory of media behavior based upon the dependency relation.Three types of motivational goalsThe IMD approach provides a comprehensive conceptualization of three motivational goals:understanding, orientation, and play. 1) Understanding- needs for individuals to have a basic understanding of themselves and the world around them. 2) Orientation- needs for individuals to direct personal actions effectively and interact successfully with others. 3) play(or recreation)- a way through which one learns roles, norms, and values and its ref lected in such activities as sport, dance, and celebration.The macrolevel of dependencyEvery country's media system is interdependent on the country's other social systems (e. g. , its economy, its government) for resources, and vice-versa. At the macrolevel, dependency theory states these interrelationships influence what kinds of media products are disseminated to the public for consumption, and the range of possible uses people have for media.Media and Economic SystemThe media depend on a society's economic system for 1) inculcation and  reinforcement of free enterprise values, 2) establishing and maintaining linkages between producers and sellers, and 3) controlling and winning internal conflicts, such as between management and unions. In turn, the media is dependent on a society's economic system for 1) profit from advertising revenue, 2) technological developments that reduce costs and compete effectively with other media outlets, and 3) expansion via access to banking and f inance services, as well as international trade.Media and Political SystemA society's media and political system are also heavily interdependent.  Political system rely on the media to 1) inculcate and reinforce political values and norm such as freedom, voting, or obedience to the law, 2) maintain order and social integration, 3) organize and mobilize citizens to carry out essential activities like waging war, and 4) controlling and winning conflicts that develop within political domains (e. g. , Watergate). Conversely, the media rely on a country's political system for judicial, executive, and legislative protection, formal and informal resources required to cover the news, and revenue that comes from political advertising and subsidies.Media and Secondary SystemsTo a lesser extent, media has established interdependencies with several other social systems. The family is dependent on media for inculcation and reinforcement of family values, recreation and leisure, coping with eve ryday problems of child rearing, marriage, and financial crises. On the other hand, the media is dependent on the family for consuming their media products. The same is true of media and religious systems. Religious systems rely on media for inculcation and reinforcement of religious values, transmitting religious messages to the masses, and successfully competing with other religious or nonreligious philosophies.In turn, the media relies on the religious system to attain profits from religious organizations who purchase space or air time. The educational system in a society relies on media for value inculcation and reinforcement, waging successful conflicts or struggles for scarce resources, and knowledge transmission such as in educational media programming. Media depends on the educational system for access to expert information and being able to hire personnel trained in the educational system.Finally, the military system depends on the media for value inculcation and reinforcem ent, waging and winning conflicts, and specific organizational goals such as recruitment and mobilization. The media, in turn, depends on the military for access to insider or expert information. The consequences of all of these interdependencies, again, are alterations in media products that audiences consume. In this way, the system-level interdependencies control media products, the range of possible social uses for media, the extent to which audiences depend on the media to fulfill needs, and ultimately media effects on audiences.Individual differences due to demographics or personality traits might change what people actually do with media messages or how they interpret media messages, but the messages always begin as the result of interdependent social systems.A comparison of use and gratification theory and media system dependency theoryBall-Rokeach summarized the major differences between uses and gratification (U&G)theory and media system dependency(MSD) theory.Conception o f audience membersBoth U &G and MSD theorists view the audience member as active, but the basic conceptions of the audience member differ.  U&G theorists focus on psychological and sociodemographic origins of differences in media use. In this perspective, the variability of text interpretation suggests an audience member in charge of the text. MSD theorists focus on psychological, interpersonal, and sociological origins of differences in micro MSD relations as well as the macro MSD relations that constrain media text production and individual’s MSD relations. The responsiveness of micro MSD relations to environmental conditions and the ecological constraints on media production and consumption are important features.In this perspective, the audience member is neither in charge of the text nor controlled by the text. The only way we can predict the effects is the audiences’ MSD relations in context of the ecology of macro relations.Conception of interpersonal networks and communicationU&G theorists emphasize the role of interpersonal communication in the distortion of media messages and of networks as interpretive communities. In this conception, interpersonal networks are regarded as a safety way against the cultural apparatus of the media and its partners.They believe that the interpersonal network contributes to individual â€Å"agency,† and the â€Å"networked† individual is empowered to manipulate media texts, not to be manipulated by them. The MSD conception is compatible with the U&G conception up to a point. Consistent with MSD conceptions of the individual member of the active media audience, the interpersonal networks play major roles in MSD theory. They link the individual to public and they link and influence the nature of the individual’s relations with the media system.Conception of the Media system and of media powerU&G theorists in the psychological tradition think of the media system as creators of tentative texts subject to multiple reconstructions. In this perspective, the media system is functional to the extent that it is useful or affords ways for individuals to gratify needs. The MSD conception is closer to a macro functionalist version of U&G. MSD shares the macro functionalists’’ view of the media’s interdependence with other social and cultural system. In this view, the function of media is seen as a key structure for vertical and horizontal integration of society.The MSD viewpoints seem to be even closer to cultural studies traditions in that the central concern for structural relations of control over information resources that generate the power to create social realities and to negotiate social conflict and social change.Methods of observation, analysis, and interpretationAlthough both U&G and MSD researchers ask similar questions of individuals, they do so for very different reasons. Those differences are reflected most clearly in (a) the logics of hy pothesis formation (b) item and scale construction (c) modes of data analysis, and (d) interpretation of findings.The MSD researcher essentially wants to know the micro and macro determinants of stability and change in micro MSD relations to learn something about their cross-level consequences for individuals and their interpersonal networks-the dynamics of their inner worlds and how they live in their social worlds. The U&G theorist wants to learn something about the individual's attraction to media texts and the interaction between text and reader to better understand the contributions of reader characteristics to text processing.The differences between micro U&G and micro MSD are, thus, in their epistemological origins, assumptions, concepts, and missions. Criticisms[edit] Baran and Davis identify four primary criticisms of dependency theory: 1) Variability in microlevel and macrolevel measurement makes between-study comparability problematic. 2) The theory is often difficult to empirically verify. 3) The meaning and power of dependency is sometimes unclear. 4) Dependency theory lacks power in explaining long-term effects.

Applying Critical and Creative Thinking in Daily Life Essay

Critical and creative thinking skills are a must when you have a family with two working parents and two children. This past year my wife and I have had to become very creative with our budgeting to keep our family on a clear financial track. Raising a family can be tricky for anyone but when financial problems unexpectedly arise it really throws a curve ball in the mix. We had to do some quick thinking and come up with some unusual methods to keep our family on track with the holidays quickly approaching. We used creative thinking to look around for the ideas and critical thinking to put those creative ideas out and decide which ones would work best for our situation. Last October with very little warning I lost my job. Now since my wife only works part time, I am the major bread winner in our family. My job supplies our money for our monthly bills, our health insurance and our life insurance. My wife’s paycheck is more for spending money and savings. However, our savings was extremely low because we had just purchased a new home a couple months before and had to make two unexpected trips home to Illinois within three weeks the month before because of illness in the family. When I came home and told my wife I was losing my job she was definitely extremely worried. We had to come up with a plan to keep our financial heads above water and quick. First we sat down and went over each and every expense in our household. We took out the ones we didn’t really need such as extra internet fees and clothing allowances for the next couple of months. These were just luxuries and our clothing was fine for now. We wanted to try our best for now to keep the kids’ lives minimally changed. Next we looked at ways to make extra income while I was unemployed. I am an IT security engineer so we knew that more than likely I would not be unemployed for long but we needed to plan for three months minimum. Also included in these three months was of course Christmas, which of course  means even more money is needed. I was previously in the military so I would continue to get my GI Bill money since I was going to school so that was helpful. My wife picked up extra hours anytime she could get them at work and I took small jobs on the side helping friends fix computer problems. Since I was home the daycare needs were able to be stopped and when I had interviews my wife found friends that could help out. The problems arose when we had to have some unexpected plumbing done in this time period. We do not typically use credit cards. We keep two on hand for times of emergency but after some bad experiences when we were younger we make it a must to pay them off immediately. Together we decided it was a must to put the plumbing fees on them and pay it off as soon as I got another job. Our daughter performs in a school activity and we had to ask her grandparents to help out with the fees to that. We told them she would understand if it was part of her Christmas present. It worked out great and helped her to understand that as a family we needed to work together. Keeping our house and vehicle payments, the utilities and food on the table were the most important things. All in all with some creative and critical thinking we have come through what could have been a complete financial crisis for us. We did not get too behind and as soon as I started working again we made sure to get all credit card bills paid back off and money back into our savings in case this ever happens again. REFERENCES Ruggiero, Vincent Ryan. (2012). The Art of Thinking: A Guide to Critical and Creative Thought, Tenth Edition. New Jersey: Pearson

Effective and Organizational Communication Essay

The course Effective and Organizational Communication has truly been rewarding because most of the things I have learned from my class are actually life skills that find real value in the outside world. While Effective and Organizational Communication is intended for the corporate setting, these skills are not actually specific to certain industries; rather they are universally functional in whatever field of endeavor one may wish to pursue. This paper intends to look at three major areas of learning that were tackled in the course and discuss their proper applications. The first area is Public Speaking. There are many free resources on public speaking on the Internet. Indeed, having the aptitude for public speaking is a special kind of power because you are in a position to convince people to make certain decisions and choices. What you say is as important as how you say it. In fact, the delivery is what separates a good public speaker from one who is simply good with words. In a nutshell, public speaking is all about presentation. From the websites that I have checked out, I have realized how important it is to be able to address an audience and hold their duration for the entire time that you are speaking. And this does not only take place during formal occasions; we all perform public speaking in school and in work. Among the most useful tip I have read is to let your audience be active participants in your speech. As much as possible, prepare a speech that allows for audience to demonstrate certain points of the topic. For instance, if you are talking about the power of knowledge, have someone from the audience describe the route he or she takes from home to a certain place. From there, you can segue to making a point about how one can be very comfortable discussing something that one is very familiar with, even in front of an audience of strangers. This particular talk or presentation is made all the more effective because you prove your point through random audience participation. QAR or question and answer underscores the importance of the relationship of answers to questions. In communication, it is important that your answers do not digress; that they are tightly focused and directly answer the question. Similarly, if you are the one asking the question, your statement should also be succinct and direct to the point. This is important so that any miscommunication or misunderstanding can be prevented, and the issues resolved in the soonest possible time. In education, teachers must be able to design questions that can best elicit the desired response, or the target skill. If the questions are ambiguous, the students will have a difficult time structuring their answers. From the readings that I have made, I have realized that questions serve as the frame by which answers attach themselves, and as such the ability to design effective questions is the key to an effective QAR. There are several types of QAR, and their use depends on what skills you want to assess. As I have previously mentioned, QAR is especially important for teachers as they attempt to assess different types of cognitive levels and operations. For example, if you want to test the ability of the students to analyze, then ask for information that goes beyond what is available in the text or material. In analysis, the presumption is that the fundamental concepts of the lesson are well-understood and thus be able to make generalizations or apply the concepts in other situations (Steele, 1997). In QAR, the most important issue is to determine the type of response you want to elicit in order to test the target skill. Another topic in Effective and Organizational Communication is Email Etiquette. Indeed as the world becomes more and more connected, the email is becoming the preferred mode of communication for business and personal correspondences. While the email is generally considered as less formal than a standard letter, that is slowly changing. In fact, there is an entire set of rules governing email, outlining how to use this medium in a formal and efficient way. According to the online writing lab of Purdue University, email etiquette refers to the set of guidelines that experts believe should govern the exchange of communication via electronic mail or email for short. These experts believe that the electronic medium is not an excuse to forget our manners and proper usage. (Hughes, 2002) To be safe, just write your email as you would an ordinary letter, only be more succinct. As a general rule of thumb, emails must be concise and up to the point. This is due to the fact that people read the computer differently than they would a regular book or text. Of course, the email you will be making depends on the intention of your letter. For personal letters, you are given more freedom, but for business emails, it is better to maintain a formal tone. In any case, letter should always be treated as a reflection of the writer, regardless whether it is an ordinary letter or an email. How you want to present yourself and how you want to be perceived depends on how you organize your thoughts and write them down. All of these three concepts are part and parcel of an effective organizational communication. But beyond organizational communication, all the three lessons that I have learned can be used in all aspects of my life because communication is an activity that all of us pursue on a daily basis.

Exporting Toys from Belgium to the People’s Republic of China

[pic] ________________ KATHOLIEKE UNIVERSITEIT LEUVEN Faculty of business and economics International Marketing Toys: Exporting toys from Belgium to the People’s Republic of China [pic] Julie Mertens 1 Master TEW Prof. Pierre FrancoisAcademic year 2008-2009 1. Table of contents2 2. Introduction3 3. Consumption culture in the People’s Republic of China 4 1. China and its economic growth 1. Export5 2. Open economy 3. Middle class people’s consumption culture 2. Culture 1. One child policy 2. Filiarchy6 3. Six pocket syndrome 4. Parental education 5. Children’s personal expenditures . Mian zi7 7. Mien-tsu & Lien 8. Guanxi 9. Fake products 10. Cheaper before better8 11. Religion 12. Astrology & superstition 13. Language 14. Emotions9 15. Business culture 16. Research studies 17. Hofstede10 4. Proposed Marketing adaptations 11 1. Segmentation 2. Targeting 3. Positioning 4. Price adaptations 12 5. Product adaptations 1. Product specifications 2. Assortment chang e13 3. Brand name 4. Image 5. Packaging 6. Service level 6. Distribution Strategy14 7. Communication15 1. Media and the message 2. Advertisement and promotion 5. General conclusion16 6. References17 7. Apendices18 . Introduction Nowadays, in this time of economic depression, some people believe the era of globalization is over. Others consider globalization as a necessity in these times of integration into one worldculture. In this paper, I will try to indicate if and to which extent the marketing-mix should be adapted when exporting Belgian toys to the People’s Republic of China. First, a little company introduction is given. Secondly, some relevant facts and numbers about the People’s Republic of China are discussed. Then, some cultural differences between Belgium and PRC are considered. Finally, the proposed marketing adaptations will be under consideration. Lilliputiens: a company introduction Lilliputiens is a Belgian company that specialises in the production of fabric-based toys. What sets them apart is the extremely high product quality. Their aim is to ensure that all of their toys combine their three core values: provide quality toys at reasonable prices, which are fun to play with, great to look at and have an educational value. [pic][pic] In order to properly stimulate their little customers, namely boys and girls in the zero to five age range, they have created gentle toys made of soft fabric. Their senses are stimulated thanks to the use of a diverse range of textures, sounds, shapes and colours. The toys are designed with the knowledge that toys enable children to imagine, touch, create and think. Those provide a key role in children’s development. Another special feature of the toys is that they evolve in a way that accompanies the baby throughout his or her passage into early infancy. As the child grows, the new play elements are revealed, making new activities and games possible. As a consequence, these toys no longer need to be put back in the box after just three months! Not only dolls but also a play mat, a food pyramid, a table set and a ruler are amongst the Lilliputiens’ product line. [pic] [pic] [pic] 3. Consumption culture in the People’s Republic of China China and its economic growth China is the greatest and most challenging new frontier that international marketers are facing today. China is the most populated country in the world. With one fifth of the world population and the largest population of children in the world, it is an enormous potential market. China’s economic growth has risen 11% during 2007 and keeps developing. There is new money to spend by the 200 million acquisitive people in the middle class. But numbers are not everything; you have to win people’s hearths to be and stay in business. Let that be the issue of this paper. [pic] Figure 1: China’s estimated per capita income per province in 2003 As shown in figure 2 and 3, China’s economic growth passes unequally. Eastern regions have known a faster growth that has given rise to an enormous gap between Eastern and Western China. Eastern China has become more occidental with different needs as a result. In this paper, only China’s Eastern, urban regions will be discussed since China’s ten largest cities, which contain only four percent of China’s population, account for approximately 22 percent of its earning power and 19 percent of its spending power. The urban children’s market contains around 100 million children. Figure 2Figure 3 Export The Chinese market is a paradise for both internal and foreign investors. In 2006, Belgium has exported for almost 3 billion euro to China. This makes China Belgium’s thirteenth trading partner with 1. 1% of our GDP. However compared to India, Belgium’s eighth business partner, the export ratio is lower. To further improve export, good connections will be needed. Open economy According to Eugene Wang, China is relatively open to foreign investments. China has the largest supply of foreign direct investments. Compared to India, China’s tariff protection is more modest and keeps declining. This has resulted in a rapid increase in the volume of imports. In 2003, China’s imports rated 30% of its gross domestic product, which is twice the import ratio of the U. S. Foreign firms with facilities within China account for 25% of all manufactured goods. These goods can be exported or could serve China’s internal market. Middle class people’s consumption culture The present middle class or â€Å"new rich† have made money and acquired standing in only one generation. China has an ambiguous relationship towards foreign culture; Chinese both worship and avert it. Imported goods represent purchasing power, status and good taste. Chinese start to adore Western culture and lifestyle. Although the Western consumption culture conflicts with their traditional consumption culture of thrift and spending in proportion to income, the middle class have become a part of the consumerism culture, especially in the fashion consumption. Albeit their norms and values tend to incline towards the Western culture, imitation is gradually transferring into their own consumption culture. â€Å"I consume so I exist† is the new attitude. The new rich surpass actual needs and as a result become more qualified for merchandising and advertisement. They spend a lot of money on consumer goods, like toys. A potential market is definitely there! Culture Cultures are learned by parenting as well as social interactions and therefore they can change. Despite the impact of current globalization, cultural differences will stay. One-child policy The biggest cultural difference between the rest of the world and China is the â€Å"one-child policy†. Since 1979, due to China’s history and more specifically the population control, law states a maximum of one child per household. Observational data shows that there are 18% more boys than girls. Compared to the world average, this percentage lays 15% higher! In China, men stand for responsibility for the family and are raised to become the head of the household. Therefore, people prefer to have a baby boy rather than a baby girl. However, in the urban regions this is gradually changing. More and more parents cherish the same ambitions for their girl. In fact, in the big cities girls are preferred because parents will not have to worry about being able to provide enough hope chest. [pic] Figure 4: Advertisement to promote the one child policy: carry out family planning – implement the basis national policy Filiarchy Whether a child is born as a boy or a girl, it is born with much more responsibility on his shoulders than in the rest of the world. When it comes to education, health or money, parents will do whatever it takes to contribute to the success of live of their children. For that reason, the one child determines the household. According to Mc Neal and Yeh, Chinese children influence the consumption pattern in such a significant way, namely by 68%, that outsiders look upon him or her as a â€Å"spoiled brat† or â€Å"little emperor†. In the case of toys, the influence on the parents’ purchases mounts up to 93% for children in the zero to five age range. On an annual basis, Chinese children exert a direct influence on play item purchases of three billion dollar per year. It can be said that China has shifted from a patriarchy to a filiarchy; kids have become the centre of the universe! Six pocket syndrome Chinese parents spend much more time, money and effort on their only child’s development. Chinese children are not only raised by their parents but by the whole family. This second source of money, the grandparents, lives in the same household due to other standards of living. This results in six adults indulging one child. This effect is better known as the â€Å"4-2-1 indulgence† or the â€Å"six pocket syndrome†. Parental education In China, society is much more collective than in Belgium. This is reflected in the Chinese family and kinship system. It is not unusual that grandparents live under the same roof. Not surprisingly, family has a tremendous impact on a child education. From birth, Chinese children are learned to respect and obey their elders. Unlike in Belgium, Chinese adults keep seeking for parental approval. Children’s personal expenditures In the first place, children learn about new products from other children, followed by advertisement and store visits. Research has shown that there is a difference in requests between boys and girls. Beyond expectations, girls ask significantly more for toys than boys! But who pays for their expenditures? For children under the age of four, it are the parents and other relatives who buy and pay for the toys. Unexpected but true, according to Chan children start to spend their own money on their own wants and needs from the age of four, mostly toys and food! Mian zi Chinese children do not spend all of their money. A four year old saves around 75% of his pocket money. Their regular income can be spent but special incomes given on birthdays or Chinese New Year are expected to be saved. Learn how to manage money is a second but just as important reason why Chinese parents give their children money. China derives from a socialist economy and has a culture that emphasizes on saving money because they believe this contributes to the development of one’s prestige, which is called â€Å"mian zi†. Mien-tsu & Lien Mien-tsu stands for a reputation through drive, ostentation and success –often expressed by personal wealth-. The more mien-tsu a person has, the higher his social status is and the more influence a person has on others and important decisions. A person’s mien-tsu is dynamic; it can change over time by someone’s success or failure. Lien represents the confidence of society in a person’s sincerity and can only be lost by misconduct. Together, they determine the importance of a person in his interpersonal relations among Chinese. In China, this is extremely important when doing business, because contracts are defined by trust and connections. Guanxi If a Chinese wants to be successful in business, he needs more than just brains. Guanxi is a personal network of influence and social relationships that is used to obtain a service or favor for ‘reasonable purposes’. Guanxi can be compared to social capital and so it is not an act of bribery. The line between guanxi and corruption is rather thin. Chinese have a different view on corruption and crime. Corruption is very big issue in China, even within the Chinese government, which censors certain information. As a result, statistics should always be used with cautiousness. Fake products In China, counterfeiting is a national sport. 40% of all counterfeit toys have China as its country of origin. Although China has signed international agreements on patents and production rights, there are two reasons why they do not hold on to them. First, it is a result of historical factors. Most Chinese do not consider copying someone else’s work as a crime. Secondly, Chinese believe the Western companies are already rich enough, so counterfeiting does not harm the genuine producers. This way, China stays the epicentre of the fake industry. [pic] [pic] Cheaper before better The question: â€Å"Are Chinese genuine and counterfeit products are worse than Western products† has no unilateral answer. On the one hand, China stands for â€Å"cheaper -and therefore often dangerous- instead of better†. Think of the Mattel incident, where Chinese toys had to be taken back because the paint had too much lead in it. The â€Å"Made in China† is rather a warning than a quality label. On the other hand, a difference between â€Å"made in China† and â€Å"Made by China† has to be made. European companies who produce in China generally correspond to the Western criteria, so â€Å"Made in China† does not always indicate risks. According to Holslag, a researcher at the Brussels Institute for Contemporary China Studies, China will catch up to the Western norms concerning quality within the foreseeable future. Also a shift from knickknacks to high-tech products is taking place. Religion China is a country full of traditions. One of them is Confucianism, which was the state doctrine until 1912. Confucianism is not really a religion but more a philosophy or guideline for everyday life and determines what to eat, how to behave, what to wear, ect. According to Confucius, laws are not a good basis of the State. He believes imbueing people with rituals is more effective to reach State stability. Confucius’ society is very hierarchic; everyone knows his position and should act like it. Though society is not static. His idea was that talented people should be able to move up in society, which has had a great impact on the Chinese vision of life. Later, Buddhism, Christian and mainly Taoism influences mingled with Confucianism into neo-Confucianism. So, it is not strange to find a Chinese who is a Confucian, Buddhist as well as a Taoist. [pic] Nature & Astrology & superstition Chinese culture stands in function of nature. Chinese consider themselves part of nature and try to live in harmony with it. In Chinese astrology, the zodiac of twelve animal signs represents twelve different types of personality. The zodiac traditionally begins with the sign of the rat, followed by the ox, the tiger, the rabbit, ect. This year, Chinese New Year falls on 26th of January and stands in the sign of the ox. Superstition plays an important role in Chinese culture. Although fortune-telling is forbidden, people go to fortune-tellers to ask whether their child will be a boy or a girl. Language Mandarin is the most spoken language in China. If you speak Mandarin, you have 915 million native speaking conversation partners! Next to the official language, there are numerous dialects. Besides the different spoken languages, there are also two written languages. [pic] Emotions You will not often see a Chinese crying! Chinese often get blame for not saying what they really think or feel. Westerners find that Chinese behave in a cold manner. A possible explanation is the fact that people were hanged in the past for taking a different view on certain matters. Another explanation is that defending one’s opinion is a Western way of dealing with a situation when there are opposing thoughts. Chinese are learnt at school to accept what is told. Business culture A difference between Belgian and Chinese culture is that Chinese do not work by a model as much as Belgians do. In Belgium, people set up a plan and execute it. In China, people are much more flexible. They anticipate and react on the situation. A possible explanation can be found in their education. Chinese children come in contact with much more opinions during their family education. Laws, contracts and rules are less significant. Chinese have a different calendar, namely the Moon calendar. Fortunately, for business they also use the Gregorian calendar. Research studies Culture is defined by what we buy and why we buy it. National culture determines consumer behaviour, not income. (De Mooij) At first sight, culture does not seem relevant when it comes to toys. Toys are used for children’s entertainment. However, there certainly is a difference in usage between Belgium and China. As mentioned before, Chinese parents find it extremely important that their child stands out from the mass. Therefore, Chinese parents buy toys to stimulate their children to learn as soon as possible rather than for entertainment. So, marketing, branding and advertising strategies should be adapted when exporting toys to China. Hofstede But how different are the Belgian and Chinese culture? According to Hofstede, one can define cultural difference on the basis of five dimensions on a 0 to 100-range scale. The degree of power distance, individualism, masculinity, uncertainty avoidance and long-term orientation determines a national culture. The higher the score, the more dimension determines the culture. Belgium belongs to the more developed Latin countries cluster and China falls under the less developed Asian countries. [pic] Figure 5: Cultural difference between China and Belgium Power distance More than Belgian culture, the Chinese culture knows a larger power distance. In China, the acceptance of hierarchy and authority is higher. Since all people are treated fairly, they do not resist and respect higher ranked and elder people because these stand for wisdom. As mentioned before, Chinese rely much more on human relationships (guanxi) than on contracts. Individualism Esomar research shows that China is a collectivist culture, in which loyalty and social network (Mien-stu, Lien & Guanxi) are important. In China, the group where you belong to defines your identity. In Belgium, people and society are more individualistic, which has enabled capitalism. Masculinity Concerning the masculinity/femininity, there is not much distinction between Belgium and China. Both countries have some features of both characteristics. Uncertainty avoidance In Belgium, people believe they have faith in their own hands. In China, people depend much more on fate and believe their destiny is determined for them. In this fatalistic country, failure is unevitable. Belgians are more threatened by risk and uncertainty than the Chinese. As a result, the Chinese are much more open to change. This confirms the Confucianism influence on China. Long-term orientation Like other Southeast Asian countries, China is long term oriented. This has the similar effect as the Confucian values, which are acceptance of change, perseverance, thrift and pursuit of peace of mind. Belgium, on the other hand, strives for immediate results like other Western countries. According to Hofstede, these cultural differences will remain over time, how much globilization even takes place. Now that the Chinese culture has no mysteries anymore, let’s take a look at which adaptations are to be made. 4. Proposed Marketing adaptations Cross-cultural awareness – the understanding that what is normal in one culture can be offending in another one – starts to gain credit. People start to recognize that to be successful in foreign business, the company should adapt the marketing mix to the country’s values and culture. However, adaptation is very costly and time-consuming. Although China is becoming more Occidental, the marketing mix should be adapted only until the profits do not make up for the costs anymore. Segmentation There is no such thing as an average consumer! Therefore, there is no use -or value- in making an average product. First, the company has to distinguish the different market segments based on similar product needs for consumers. For the Chinese toy market, a distinction between the urban and rural households can be made. The question â€Å"whether a market segment is specific enough to make it a segment on its own† depends on four P’s. The first P stands for product. Children in urban China play with different and more qualitative toys than children in rural China. The second P stands for price. Since urban China is much wealthier, they are less price sensitive than rural China. Also the service level, the third P, differs. The more cultivated East demands a higher servicelevel. The final P, promotion, varies from TV advertisement and word of mouth in urban China to only word of mouth in rural China. | |Size |Product |Price |Service |Promotion | |Urban |36 % |High quality |High |High |TV + word of mouth | |Rural |64 % |Different toys |Low |Low |Word of mouth | Table 1: Segmentation: the four P’s Targeting In a next phase, the company has to make a strategic choice. This hard-to-reverse decision, namely the decision which specific market segment will be targeted, depends on the value that can be offered to customers. Although the final consumers are children between zero and five years old, most of the time it will be the parents who will buy the toys. Since the most profitable segment is China’s urban household segment, this market segment will be targeted. For the reason that this target group lives highly concentrated in the cities, they are easy to reach customers. Positioning Brand positioning is the process by which marketers try to create an image or identity in the minds of their target market for a certain product. The question is whether a brand should be global or not. In this case, a global image of the brand is not important. It would be better to distinguish the positioning since in China the focus would be on learning during playing compared to recreation and entertainment in Belgium. Although it is costly, the company will benefit from this investment because of the positive effect on buying behaviour. Two company images will not confuse customers since there is a language and character barrier between both countries. Price adaptations A price can be determined on the basis of costs, by looking at competitors’ prices or in proportion to the value created towards the end-consumer. I would suggest the company to go for the third option. Although the company’s first goal should be market penetration – resulting in low prices –, still a skimming pricing strategy seems best. The dolls are of a superior quality and luxury products demand a high price. I believe 50 euro or 465 Chinese Yuan would be an appropriate price for a 25 by 15 centimetre doll. This high price can be justified because the toy cannot only be used for entertainment but also for educational purposes. Since the income of the middle class is only rising, according to my market research (see apendix) at this price there will be enough potential buyers. Another reason that justifies a high price is the high level of pre and after sales service Chinese demand, which will be discussed further. Product adaptations †¢ Product specifications Nowadays, toy manufacturers do not adapt the features of the dolls! But research has shown that it hurts the childern’s self-esteem. Therefore, the company should customize the skin colour, hair, eyes, height, ect. as shown in figure 6. [pic] Figure 6: A Chinese Lilliputien doll with yellow skin, dark hair and dark slit-eyed eyes. One of Lilliputiens’ toys is the food pyramid by which children can learn how to put together well-balanced meals. Since people in China eat other vegetables, other meat and noodles and rice instead of potatoes, this pyramid should be adapted. Another Lilliputien toy, the table set also should be modified since Chinese eat with chopsticks instead of fork and knife. [pic] [pic] Figure 7: Food pyramidFigure 8: Table set †¢ Assortment change Children like choice; therefore the product line should be expanded. The current themes like the circus, the Indians, the Pirates, the nativity of Jesus Christ could be supplemented with the twelve zodiac animals of the Chinese astrology. A doll of the child’s animal sign can be given as a gift at the child’s birth. A less perfect acquisition for the assortment would be a Buddhist doll, Chinese would find it inappropriate and rude. †¢ Brand name Due to a different language and moreover a different alphabet, it is crucial to change the company name and product names. â€Å"Lilliputiens† would be unpronounceable. My suggestion would be to render the company’s name by transliteration, so that is sounds the closest to its original name. Pu-Tien means â€Å"all over the world†, which fits with the company philosophy, to give all children over the world the chance to play. †¢ Image The new rich people love to show off their wealth. A good idea would be to create a good recognizable logo to put on each doll so that others can recognize the brand and they can brag about expensive purchase. The advertisement campaigns should be identifiable by showing rich and fortunate people. †¢ Packaging Since the packaging has to sell the product, it is essential to make it as colourful and vibrant as possible. The company certainly has to use the colour red on the packaging, since in China, red has a positive connotation and stands for success, honour, fertility, happiness and love. Qualitative information, about the fact that this toy is educational as well as entertaining, must be provided to the Chinese parents. A good idea could be to use a combination of Chinese and English language in the toys manual. Due to internalization, the Chinese middle and upper class have become familiar with English. Toys are often given as a gift. The packaging has to look nice, because gifts are used to build up and strengthen relationships. The dolls are very soft and have different textures, therefore the company could use an open packaging so potential customers can feel and see the product before purchasing. Service level When a child has a need, it wants the need to be gratified as soon as possible. Since fast delivery is thus very important, there has to be enough inventory at any time. Because the Pu-Tien toys are more than just toys, this educational plaything stimulates senses and development of a child, there is need for pre sales service. Although China pays a lot of attention to pre-sales service as well as post sales service, they do not expect a guarantee on toys. Given that the dolls are made for children between zero and five years old, avoiding small parts and implementing warnings can prevent danger to children. Safety regulations are less strict in China. Nevertheless, the company should keep their high level of quality. Since the dolls are made in Belgium, the company should exploit their country of origin effect and explicitly mention â€Å"Made in Belgium†. Distribution strategy †¢ Business culture In China, paper means nothing. So if contracts do not work, what will? You need to band with local people and win their trust. This is where the Guanxi comes in. To obtain a certain service or favour, a personal network of influence and social relationships are a must. According to Li Qinfu, contact with the Chinese government also plays a very important role. When Westerners want to do business they contact their lawyers, when Chinese do business they contact government officials. †¢ Parallel import I would not set a lower price in the Chinese market than in the home market because due to relative low trade barriers, the risk and impact of grey export from China to Belgium would be too big. †¢ Mode of entry At first instance, due to low costs and a high control level, I would recommend the company to set up a website. But on further consideration, children want their needs to be gratified as soon as possible. In addition, if the toys are reachable (merchandising), they will also nag more, which helps children to get what they want if they have shut-up parents. Shipment costs for a prior delivery would be too large in proportion to the retail price. Another reason why a website would not be a good mode of entry is the level of pre and after sales service a Chinese consumer demands. The target segment, namely middle and upper class people with high requirements, searches for qualitative, pedagogical responsible and save toys. Therefore, these luxury toys should be sold in fancy local retail stores, not in ordinary supermarkets. The trade-off of using retail stores goes between the fact that the products are reachable, ready for delivery, a high service level and less control, more risk and higher investments. Since toy dealers are not motivated to deliver good sales support, a good way to check the service is ghost shopping. This market research technique of sending fake customers will tell if sales men give the right information and service to potential buyers and customers. Since feedback from distributors does not come easily because they are independent, a good idea is to improve relationships with local parties by means of guanxi. Communication A good strategy is nothing if it is not well executed. Advertisement is the most culturally sensitive element of the marketing mix. Therefore, it is wise to decide well how to say what you want to say. †¢ Media and the message When announcing the product launch to the potential customers by the media, the message strategy is of crucial importance. According to Hofstede, the communication style depends on the five dimensions of local culture. China is a developing, high context and collectivistic country. The best communication style is a less informative and more persuasive and emotional approach. When advertising on TV, a good idea would be to use the least words as possible. Optimally, only utilize non-verbal language. Not only because collectivistic cultures are more visually orientated (De Mooij), but also because children between zero and five cannot read and have a very small vocabulary. Toddlers have very well developed visual capabilities and are sensitive to emotions. For that reason, a visual advertisement would do better. In combination with a lot of colour, children’s attention will be monopolized. Although Hofstede suggests a less informative approach, I believe that the message towards the (grand)parents should be informative (information on age, warnings†¦) and focus on the educational value of the product. Pu-Tien toys provide a key role in a child’s development: its senses are stimulated thanks to the use of a diverse range of textures, sounds, shapes and colours. As slogan I would recommend: â€Å"Pu-tien tested, child & educational approved! † As mentioned before, Chinese culture has shifted from a patriarchy to a filiarchy. As a result, advertisement will focus on children and their needs. †¢ Advertisement and promotion Not only the message, also the medium by which potential consumers are informed matters. In a first phase of promoting the product, children need to get to know the product. To gain product awareness, the company should adopt sampling. By offering certain pre-school kindergartens and day nursery centres some free samples, children will come in contact with the Pu-Tien product range. This is a win-win situation. Schools will be thankful to receive teaching aids nd our company will benefit from other children’s word of mouth, which is the best marketing tool. If our product line appeals to the children, children will nag to their parents to get the product. Sampling has as advantage that it is the most effective promotion strategy but unfortunately it is extremely expensive. Advertising on TV will be a second step of the company’s promotion strategy. Due to hypersegmenta tion, there are almost 3000 TV stations in China. With the given marketing budget, it would be too expensive to advertise on all of them. I would suggest advertising on one children’s channel as well as on one adult channel. Although the company’s target group is children between zero and five years old and their personal expenditures start from the age of four, mostly adults will buy the product for them. Since grandparents live in the same household, also raise their grandchildren and are happy to spend their money on their grandchildren’s formation, the commercial should consist of not only the child’s parents but of the whole family. Also some traditional symbols or Chinese icons should be put in because it will help to make the connection between the Western and their own consumption culture. As marketing manager, I think it is best not to invest money in global advertisement. I have computed the extent of standardization and found that toys are a cultural product. Therefore, the message and medium should change. It is not necessary to have one corporate brand image because the children in Belgium and China will not come in contact with each other, so it will not be confusing. Conclusion SWOT-analysis Strengths The major strength of the company’s product is the educational value that comes with the product. Chinese find education extremely important. Weaknesses A relative high price is chosen due to the risk and impact of parallel import. But a small segment with a high price can be more profitable than large volumes of low profit margin products. Opportunities Learning more about China, its culture, rules and laws and setting up a social network, with the government as well, will be extremely important. This will take some time, effort and money but it will enlarge the company’s chance to succeed tremendously. Threats I believe the biggest challenge will be the fierce competition from less qualitative and counterfeit dolls that are much cheaper. To conclude, as a marketing manager, I must say China stays a black box. When you have done all research that is possible; business in China still is risky. At least with the suggested adaptations the risk will be minimized and the success is multiplied. 6. References Interview Interview with my neighbour Yan Lu, a Chinese middle class woman living in Belgium since then years Books Kotler, P. et all (2005). Principles of Marketing. Prentice Hall Harlow. pp XVIII, 788. Chan, K. & McNeal, J. (2004). Advertising to children in China. The Chinese University Press of Hong Kong. pp. I, 1-21, II, 23-42. Latham, K. & Thompson, S. & Klein, J. (2006). Consuming China. Routledge. Yau, O. H. M. (1994). Consumer behaviour in China. Routledge. pp III, 63-83. Usunier, J. -C. (2000). Marketing across cultures. Prentice Hall Harlow. pp V Articles Mooij, M. (2005). Mapping cultural values for global marketing and advertising. Dobbelaere, B. & Reynebeau, M. (2008). Bijlage China: de rode boekjes: middelpunt van de wereld, 1,3 miljard sporters, een exploderende economie, paradijs voor investeerders, kleine vrouwen, een wereldmacht, de nieuwe rijken, een milieuramp, de diaspora, traditionele cultuur, culinair. De Standaard Reportage Marketing to children. 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Apendices [pic] Market research: Questionnaire: What is an appropriate price for the Pu-Tien doll? 1) Are you a male/female? 2) How old are you? 3) What is your highest level of education you have achieved? 4) What is your marital status? 5) How much do you earn each month? 6) Do you live in one of China’s big cities? 7) What is your housing type? 8) Do you have (grand)children? 9) How many (grand)children do you have? 0) Is it a boy or a girl? 11) Do you believe your (grand)child’s development is important? 12) Do you like to spend money on your (grand)childrens (birthday)presents? 13) How much would you normally spend on your (grand)child’s birthday? 14) Have you ever bought a Pu-Tien doll for your (grand)child? 15) Where you pleased with your purchase? 16) What was the occasion you bought the doll for? 17) How much did it cost you? 18) Did you found it a reasonable price? 19) What would have been the highest/lowest price at which you would buy a Pu-Tien doll?