The Power of Poetic Discourse

Poetry serves as a potent tool in providing insight, as it expresses universal themes and universal sentiments that enlightens readers. The poem of Countee Cullen entitled, â€Å"Yet Do I Marvel,† is one such piece of literature. In the first reading, the first eight lines of the poem, the octave, seems to illustrate examples of injustices. Cullen begins the poem by establishing that he does not doubt the goodness, the kindness, of God; but he questions the acts of God.Acts which seem to be incredulous, like creating the mole to be blind and yet making the creature toil and work without sight; making humans appear like him, but making them mortal; and handing down cruel punishments, as in the cases of Tantalus and Sisyphus, Greek mythological figures who suffer cruel punishments. Upon examination of the verses, however, the reader understands that these examples are not illustrations of injustice; they are instead illustrations that God is wise enough to render entities and ev ents in their current state.It is only right for the mole to be blind, because his natural task is to burrow hole underground, where sight is not necessary. It is only right for human beings to be mortal, because the soul is more important than the flesh, and without death, spiritual fulfillment could not be realized. It is only right for Tantalus to suffer hunger and thirst because his immoral act of stealing the food of the Gods, and presenting his son as a food offering was a terrible crime. It is only right for Sisyphus to work on a never-ending task because he was overly ambitious and vain to aim for eternal life.Following this insight, the reader is led to the thought that the last six lines, the sestet, offer the resolution that it is only right for a poet to be black and for God to, â€Å"bid him sing† (line 14, Cullen) because it is only appropriate for a black poet to express and articulate his hopes, his dreams and his sentiments about his people and about his race . Cullen clearly emphasizes the power of poetic discourse in this poem, a power he wielded during his time as an important Harlem Renaissance figure. Poetic Discourse Page 03 References (Please cite your source)

Ethics and Corporate Responsibility in the Workplace and the World Essay

Abstract This paper will examine the ethics of a pharmaceutical company by the name of PharmaCARE. Stakeholders will be discussed, and the treatment of rank and file workers versus executives will be analyzed. Also the proposed firing of three of PharmaCare’s workers will be debated. Additionally obligations, protection, and whistleblowing opportunities will be examined on behalf of Allen a manager for the company. PharmaCARE’s environmental initiatives will be assessed and compared to their efforts to stop environmental laws and regulations. The Environmental Response, Compensation, and Liability Act ( CERCLA) will be reviewed, and all provisions which apply to the PharmaCARE scenario will be discussed. PharmaCARE is one of the world’s most successful pharmaceutical companies. It has a reputation for producing high quality products that saved millions of lives, and enhance the quality of millions of others. The company sponsors a program that offers free and discounted medication to low income customers. PharmaCARE has many stakeholders. Stakeholders being any one or group owning a significant percentage of a company shares, or a person or group not owning shares in an enterprise but affected by or having interest in its operation.(W.Dictionary) Having established the definition of a stakeholder, one can concur that PharmaCARE has plenty. When identifying the company’s stakeholders the first that come to mind are the investors, shareholders and employees, without these people the company would cease to exist. The secondary stakeholders are the customers, suppliers, communities, clinics, hospitals, and doctors’ offices, all of these groups have an interest or wil l be affected by the operations of PharmaCARE. Established in New Jersey, PharmaCARE owns a substantial manufacturing facility in the African nation of Colberia. The natives of the land are extremely poor and maintain the lowest standard of living. PharmaCARE employs the natives, paying them a measly one dollar a day salary to gather plants and carry up to fifty pounds five miles. The company executives that run the facility on the other hand live in a luxury compound provided by the company. PharmaCARE’s practice of paying people to work for a dollar a day is totally utilitarian. They are getting cheap labor and destroying the land of the natives without even trying to provide a structure to help the people out of poverty, or provide equipment or facilities to help them replenish their land. PharmaCARE is morally corrupt, they have no sense of community when it comes to their bottom line. The executive of PharmaCARE are paid sizable salaries and are treated well. They are provided with facilities that contain all the amen ities. The lower ranking employees are treated as expendables. They are expected to work in unsafe conditions without complaint, or risk the chance of being fired. They are in some cases paid a salary so miniscule that it can be interpreted as modern day slavery. On the surface PharmaCARE looks to be an ethically sound company but when closely evaluated it is utilitarianism at its worst. Allen Jones a manager for the company was appointed to lead a new division created by PharmaCARE called CompCARE. The subsidiary was a way for PharmaCARE to avoid FDA scrutiny concerning the reformulation and selling of their top selling diabetes drug. The company quickly established CompCARE and did a low cost renovation to an office located close to headquarter. The new formulation of the drug was successful for treating Alzheimer and the success of CompCARE grew. As production and working hours increased employees began to fall ill. An employee brought to Allen’s attention that there was mold on the air vents, after contacting his supervisor Allen was told to ignore the fact. An EE by the name of Donna who previously had perfect attendance became so ill that she could no longer report to work because of the mold. So she eventually filed for workers compensation. Tom one of Allen’s best supervisor threaten to file a complaint with OSHA about the air quality at the fac ility because it was so bad. Lastly an EE named Ayesha filed an EEOC (Equal Employment Opportunity Commission) complaint  inferring that she had been looked over for a promotion because she was Muslim. Allen discussed the EE issues with his boss and was told to fire them all. Firing the EEs would not be the best decision for Allen, he has to consider the legal ramifications of his actions. Legally, Allen cannot fire Donna for filing for workers compensation, an EE is protected by law from retaliation for filing a claim. Donna had excellent work evaluations prior to her illness, Allen would have to provide sufficient evidence that firing her was not due to the filing of a workers comp claim. Firing Donna would surely bring an employment discrimination lawsuit against PharmaCARE, it would be wise for Allen to convince his boss to take care of the mold problem in the facility it would save the company money in the long run. Terminating Tom would also bring litigations against PharmaCARE, Tom could allege that he was wrongfully discharged, because he complained about his unsafe working conditions and threaten to inform OSHA (Occupational Safety and Health Commission). Under the Wrongful Discharge from Employment Act one cannot be terminated for reporting a violation of public policy or not for good cause once a probationary period is completed. Tom was Allen’s best supervisor, terminating him would be illegal. Allen needs to persuade his boss to remedy the mold problem at the facility, he needs to explain to him that it is in the best interest of the company. Lastly Allen could legally fire Ayesha, not because of her filing a complaint with EEOC (Equal Employment Opportunities Commission) but for not being able to substantiate the claim. Under the Employment-at- Will Act he can terminate her unless some type of contractual terms are stated or implied in the employer’s handbook. Allen’s managerial status puts him in a unique position, he has direct contact with the executives and daily interactions with the lower level EE. Allen is faced with legal and ethical issues, Allen has been told to allow workers to remain in a hazardous work environment. The air quality of the workplace is dangerous to the health of any one working in the environment. As a manager he has an ethical and legal duty to report the conditions of his jobsite to first his superiors, then to OSHA if no measures are taken to correct the problem. Allen’s boss has made it clear that nothing will be done about the air pollution, so reporting this problem to OSHA would  benefit Allen legally. As a manager Allen was made aware of the problem by an employee, if the employee decides to contact OSHA and inform them that they reported this problem to him he may be fired later for not taking steps to remedy the problem. Once you submit a complaint to OSHA your company cannot retaliate against you, this will protect Allen from getting fired and having legal action taken against him. Allen reporting to OSHA is his best option, his job will be protected and he would have done the right thing for the employees. PharmaCARE had recently announced its â€Å"We Care about Your World† initiative. They started recycling, and made packaging changes, these steps made them seem community friendly. Even as they took on these green initiatives, they lobbied to block environmental efforts that would benefit the greater good of the people. Also they entered poor villages and exploited the people and the land to their benefit with no moral gauge. It seems that PharmaCARE is promoting an image of environmental stewardship when they are actually ethically corrupt. They are misleading the community with their behind the scenes practices. If PharmaCARE is going to portray themselves as an environmentally friendly company than they should assume the responsibility of initiating a green program in all aspects of their productions within reason. Communities will support a company that they believe to care about the interest of the greater good and not just profit. PharmaCARE is jeopardizing their image w ith these unethical practices and if made public the company could possibly suffer an economic loss. Comprehensive Environment Response Compensation and Liability Act (CERCLA) also known as â€Å"Superfund†, was enacted by Congress in 1980. This law created a tax on the chemical and petroleum industries and provided broad Federal authority to respond directly to releases or threatened releases of hazardous substances that may endanger public health or the environment. The law authorized the EPA to identify companies or individuals responsible for hazardous waste contamination and require them to clean it up. If no party could be found responsible for the contamination then money from the superfund would be used for the cleanup. On October 17, 1986 CERCLA was amended to include more detailed provisions to better the process of  enforcing maintaining and cleaning contamination sites. They include increasing State involvement in every phase of the Superfund program, requiring Superfund actions to consider the standards and requirements found in other State and Federal environmental laws and regulations, and stressing the importance of permanent remedies and innovative treatment technologies in cleaning up hazardous waste sites. There are eleven provisions in all, they were added to give the states more authority in the matters of environmental protection, and bring awareness to the actual dangers to human health from hazardous waste. Provisions relating to PharmaCARE are the right to have safe and toxic free working conditions and the power of the state to enforce clean up, also the random site inspections. References Stakeholders. (n.d.) Dictionary.com Unabridged. Retrieved August 11, 2013, from Dictionary.com website OSHA: complying with workplace health and safety laws. (2013). Retrieved from www.nolo.com SARA Overview. (2013). Retrieved from www.epa.gov/superfund/policy Halbert, T., & Ingulli, E. (2012). The duty of loyalty. In M. Staudt & M. Stranz (Eds.), Laws and ethics in the business environment (7th ed.). Mason, Ohio: Cengage Learning

World Trade Center Collapse Essay Example | Topics and Well Written Essays - 1500 words

World Trade Center Collapse - Essay Example The boundary columns supported nearly all lateral loads, like the wind loads, and also shared the gravity loads with the core columns. In total, above the 7th floor there were 59 boundary columns along each face of the building and there were 47 heavier columns in the core. Besides, all of the elevators and stairwells were located in the core, leaving a large column-free space between the boundary that was bridged by pre-fabricated floor trusses. The tower also consisted of truss system that allowed some load redistribution between the perimeter and core columns and supported the transmission tower The towers also consisted of a "hat truss" or "outrigger truss" located between the 107th and 110th floors, which consisted of six trusses along the long axis of core and four along the short axis. It was found to play a key role in the collapse sequence (NIST 6-17, 2005). WTC towers like all modern day skyscrapers were designed in a perfet way to survive major fires. After the fire incide nce in 1975 that spread to six floors before being extinguished, fireproofing was also added to the two towers (Hamburger 2:1-40). It is said that while designing these towers, the possibility of any accedent by aircraft was also taken into consederation. John Skilling, who had been in charge of the structural design of the buildings said that an aircraft impact would cause a great deal of damage and loss of life, mainly because of the cunsequent fires, but he claiment that the structure would not collapse (Nalder n. pag). Leslie Robertson, who had also participated in the structural design of the towers, after the 9/11 attack said that the towers had in fact been designed to withstand the impact of the largest airliner such as the Boeing 707-320. According to Robertson, the modeled aircraft weighed 263,000 lb (119 metric tons) with a flight speed of 180 mph (290 km/h), as in approach and landing. However, this would have been much slower than the actual impacts of 9/11. He also said that they lacked a good understanding and did not antiocipate the effects of such large fires on the structures (Robertson n. pag). Unfortunately, the designers Skilling and Robertson and many others had not anticipated sush an event while designing the buildings. Impact of the Fire Though both the towers were cinstructed in such a mannar with fireproofing, none of us anticipated such a attack. Once the aircrafts hit the towers the light construction and hollow nature of the structures allowed the jet fuel to penetrate deep inside the towers simultanously igniting many large fires over a wide area of the impacted floors. Once the fuel from the planes burned out the contents of the buildings cought fire and burned over the next hour or hour and a half (Field 2004). Many people has suggested that the fires may not have penetrated deep into the core of the building rathere the debris and fuel would likely have remained mostly outside the buildings or concentrated in more peripheral areas away from the building cores. But in this scenario, the towers might have stood far longer, perhaps indefinitely (Gross 2004). The fires were hot enough and were responsible for weakening the columns and cause floors to sag down resulting in pulling perimeter columns

American women's history Essay Example | Topics and Well Written Essays - 1250 words

American women's history - Essay Example Moral control, high wages and more interesting lifestyle than that of the farms attracted them. However, the factory environment had harsh working conditions, which put their lives at great risk. They also worked for long hours. Later, the great depression that took place between 1929 and 1939 led to the lowering of the women’s wages, which made them to boycott the factories. They eventually managed to obtain reasonable wages thus maintaining their jobs. However, the poor working conditions persisted and they felt insecure because there were other women who strived for the same job and were even willing to receive lower wages. Among these women, there were two types of feminism. First type of feminism consisted of women who greatly cared about the handicaps and wrongs under which women suffered and who admitted the equal significance of other social injustices. They recognized the interrelationship between women question with other great questions. Anderson says that this was a perfectly good kind of feminism. The second type of feminism put the woman question first and above all other issues. To them, what was done with womens problems solely determined the solution of all others. This group insisted upon the rights of a woman no matter what happened to other rights. The groups were similar in that they felt societys discrimination upon women both in the past and presently. However, they differed in their attitude toward the society that is, in their sense of proportion. There was also the more practical woman who was more moderate, saw and worked with facts. Lastly, there were the theorists who had a single abstract principle in mind, ignored facts persistently, and clung to abstractions devotedly. Feminists objected the labor laws as in as far as jobs were concerned; they put women on a different legal basis from men. They therefore fought for industrial equality. Labor laws limited

History Questions Essay Example | Topics and Well Written Essays - 750 words - 2

History Questions - Essay Example Cuneiform writing was practiced as an art. Ancient Greece was characterized by islands, Peloponnesus, and mainland. It was surrounded by Mediterranean Sea and had few rivers, rocky soil and a mountainous land with the lack of subsistence farming and no irrigation scheme. My analysis demonstrated that Ancient Greece had no central political system hence lacked unity and was characterized by policies of humanistic and secular. Ancient Greece only took part in art and trade as the primary social activities and this system led to no significant economic achievement characterized by less population and high poverty. The two societies that showed long stability history and imperial dynastic rule are Ancient Egypt and Ancient China. Ancient Egypt had a precious natural resource surrounded with regular controlled flooding surrounded by political borders and a governed centralized system that facilitated political stability and a high population with less foreign interference. Its culture was uniform with a religious perspective and a point of direction in their way of life that unified the whole community. Ancient China was characterized by mountains, deserts, and rivers. The community in Ancient China practiced comprehensive agriculture that led to unification and communal working. The practice of religion adjudicated Unity in Ancient China and emphasize on respect to elders. They also mined bronze and took part in the art as a culture. The axial age is a time between 900-200 BCE when people began laying spiritual foundations that guide the common religions today. Urban civilization under priestly ruling brought communities together and encouraged trade activities. The Urban way of life started to expand leading to social, political and economic conflicts that disrupted order leading to questioning of conventional beliefs. Interaction between different communities exposed individuals to realities like

Portfolio Part 3 Company Research Essay Example | Topics and Well Written Essays - 1250 words

Portfolio Part 3 Company Research - Essay Example It is the consumer banking division of multinational City group. The main location of this bank is at New York in United States. It has almost 983 North American branches which are concentrated in major metropolitan areas in US and these areas are New York, Chicago, San Francisco, Washington D.C., Boston, Philadelphia, Los Angeles etc. Again the bank has spread its business activities in more than 36 countries. City bank has occupied 3, 777 branch locations across the globe. It is the largest bank in United States by total assets and this bank is followed by Bank of America and JPMorgan Chase. More than 2, 00, 000 employees are involved in this organization. The offered products of this company are investment banking, corporate banking, wealth management, credit cards, consumer banking, financial analysis, private equity etc. Again the bank also offers mortgage and loan facilities to its customers. Major competitors of this organization in US are JPMorgan Chase and Bank of America. Generally middle and high income groups are the target customers of City Bank. Again the bank has plenty institutional clients and major percentage of revenue is earned from this segment. The bank has two major segments for conducting its operational work. These segments are global consumer banking and institutional clients group. Global consumer banking segment generally provides retail banking services to more than 100 million people in 40 countries of the world. 50 % of total revenue of this organization is generated from this retail banking segment and deposit of this segment consists 40 % of total deposits (Citigroup, 2013). As per the statistical report, this can be said that the organization is going to achieve 5.6 % growth rate in the upcoming year. Again this can be said that as it is the largest bank in US so it has gained the maximum market share i.e. 35 % of total market

How do dinosaurs become extinct Research Paper Example | Topics and Well Written Essays - 2250 words

How do dinosaurs become extinct - Research Paper Example Extinction gets certified when there is no surviving individual that is able to create a new generation through reproduction. Functional extinction describes this state where only a countable few specie members survive, and can neither thrive nor reproduce. This could be as a result of age, lack of representation of both sexes and poor health and distribution. The actual point of extinction is difficult to identify due to the larger potential range that a species has, and the determination of extinction is usually done retrospectively. Dinosaur is a term that gets used to refer to a wide variety of chiefly terrestrial, carnivorous and herbivorous reptiles of the now extinct Ornithischia and Saurischia orders that thrived during the Mesozoic Era. They are thought to have been the biggest known land animals that shared a specific common anatomy. True dinosaurs had legs ankles and hips somewhat structured like a bird’s, such that the legs were mobile under the body and not outside like present lizard species. Sir Owen Richard formed the name dinosaur in 1841 to identify the remains of extinct reptiles. The name dinosaur originated from the Greek word deinos which means fearfully terrible, and sauros, which means lizard. Many explanations have been given, some of which have been convincing, about the extinction of dinosaurs. These explanations range from disease, volcanic eruption, asteroid impact, and climate change, which is the most supported of all theories (Page 56). II CASE PRESENTATION A. ASTEROID IMPACT THEORY The Asteroid Impact theory gets used by many scientists to explain the disappearance of dinosaurs from the face of the earth. As such, several variations of this theory exist, some of which are largely similar with minor differences setting them apart. The asteroid extinction theory gets sometimes referred to as the K-T Asteroid Theory, and the Alvarez Asteroid Impact. All these theories vary marginally, but are all centered on a single event though to have prematurely destroyed most of the life forms on earth dating back 65 million years ago (Norman 77). The asteroid theory got first fronted by the father son team of Walter and Luis Alvarez in1978. Walter and Luis analyzed sediment sam ples collected in the 1970s at the K-T layer close to the town of Gubbio in Italy. The tests revealed high concentrations of the element Iridium, rarely found on earth, but found in abundance in meteorites. Upon analysis of more sediment of K-T boundary strata from other regions of the globe, high concentrations of Iridium got recorded, as well. Guided on the basis of the average sediment thickness, team Alvarez suggested that a large comet or asteroid, perhaps several miles in diameter would be needed to spread as much Iridium as was recorded all over the earth. The impact of such an asteroid hitting the earth would be a massive explosion, massive fires and total annihilation of whatever life existed then, dinosaur inclusive (Parsons 95). A crater, partly submerged in water and worn down, got found along the Mexican Yucatan Peninsula whose creation largely coincides with the K-T boundary. Scientist from the world renowned National Aeronautics and Space Administration estimate that the Chicxulub Crater as it is currently known would have gotten formed as a result of the action of a 6 to 12 mile diameter asteroid. The crater is currently about 130 miles wide (Debus 66). Scientists from the Southwest Research Institute in Colorado have traced the asteroid path back into space. Their calculations revealed that a collision between an asteroid that was 100 miles wide called Baptistina, and another asteroid of relatively small size out beyond Mars’

Effects of technology and innovation on Pret a manager Essay

Effects of technology and innovation on Pret a manager - Essay Example Information technology plays an essential role in the unprecedented growth of retail restaurant industry. A retail restaurant industry is a segment of the business which comprises of individuals and organisation whose are mainly engaged with the selling of ready foods to the consumers. Pret a manger is one such organisation which belongs to this particular segment. The report will highlight on the areas such as the role of information technology in the retail restaurant industry as well as more specifically to the company pret a manger. Apart from this the project will also highlight on the different approaches of pret a manger in the context of sustainable development, use of IT and innovations. The report also proposes to highlight the benefits offered by information technology for different elements. Role of Information Technology in Restaurant industry In this sector the functions of Information technology and innovation is significant as it helps in the process of research and d evelopment, financial segment, product development, pricing, distribution and promotion. In other words information technology helps all the 4p’s of marketing mix. The industry plays an important role in the growth of the economy. It is one of the largest growing food types and intended for immediate consumption. The restaurant industry has some distinguishing factor within itself. The point of difference lies where some restaurants have their dedicated kitchens in their outlets while some other restaurants outlets get supply of the ready food from the factory. The industry includes members such as refreshment stands, fast food restaurants, full service restaurants, caterers and institutional food providers. Large fast food chain majorly contributes to the restaurant industry. In a recent study conducted, where it has been found that there were approximately 10 million retail restaurants available across the world. Among them most of the outlets were owned by individuals and single entities. But there are around 350 restaurants involved in chain business. The big names within this category are McDonalds, Kentucky Fried Chicken (KFC), Pizza hut, Dominos, Subway, Fingers and Del Taco, pret a manger among various other players. The noticeable foodstuffs includes pizzas, burgers, sandwiches, French fries, soups, chicken roasts, baguettes ice creams to the traditional Asian fast foods like noodles, fried rice and soups among the others. Franchise operation acts as the most vital component of this industry but some companies go for direct operation as well. The market shares of different companies are illustrated through a diagram:- Figure 1 (Source: pugetsoundoff, n.d.). Presently information technology is widely used in restaurant industry. The companies get hugely benefited through the proper execution of information system. The primary advantage of using information technology retail restaurant industry is that it gives a competitive advantage to the orga nization. The other advantage of using information technology in business lies in its capability to transmit data around the world within very less time. The industry is focusing more on IT to take advantage from it. The

Assignment Essay Example | Topics and Well Written Essays - 500 words - 48

Assignment - Essay Example nalysis is to find an experience or idea that is vital in providing me with a new perspective about different situations of my life especially managerial issues. In analyzing the events and concepts, I will be able to get meaning and connection by evaluating the impact a story, concept, suggestion or idea has on my personal life. Physical, spiritual and mental impacts are aspects that operate under the law of cause and effect,† and these effects are vital in the personal analysis. The result of a persons thoughts can be manifested in the short term, a factor that makes this law effective in the analysis. Therefore, the law of â€Å"cause and effect† is very important as it helps one to become conscious at making decisions through experience, and learning vital aspects of ones lives. Information and different ideas can be found either in the library or in the internet. However, I choose the latter as it is readily available at any time of the day. As I own a computer, it is easier for me to get information at any time of the day. Moreover, there are relevant numerous resources that expound on various scenarios that company experi ence. This provides a perfect platform for relevant knowledge. The resources I utilize from the internet must be of recent and able to provide numerous scenarios that give different viewpoints. Therefore, different meanings can be deciphered from different aspects of our lives. However, the route to personal meaning is a very hard task, which requires time and different tools of analysis. In scrutinizing various resources on managerial issues, I am able to deal with any situation that I experience. Consequently, the knowledge on managerial capabilities and issues leads eye-opening facts about an individual, which he/ she was not aware. Ideas and stories are concepts that are connected at various levels, and through capturing, sharing, analyzing and articulating the various aspects of the ideas, we are able to make a personal analysis of

Bycommitting suicide Essay Example for Free

Bycommitting suicide Essay Discuss the view that Eva Smith was an immoral troublemaker who, by  committing suicide, was responsible for her own fate, and the murder of her unborn child  This statement is neither right nor wrong, it has two different sides to it, and in this essay I shall try and discuss both sides of this opinion.  Eva Smith had an acceptable job at Mr Birlings factory, and she had the normal wages of a factory worker, but these wages were as low as the factory could make them, and they werent nearly enough to live off. With a few of her fellow workers Eva decided to ask for higher wages, instead of twenty-two and six they asked for twenty-five shillings a week, which is only two and a half shillings more, hardly a substantial increase. Their boss refused, so they decided to go on strike to try and get the rise that they wanted. However their pitiful savings didnt last long, and eventually they had to return to the factory, and ask for their jobs back. Most of the girls were taken on again, apart from the ring leaders, who were fired. Eva was one of these ring leaders, and she was fired along with the others. Mr Birling says that she was a good worker and that the foreman there told me he was ready to promote her into a leading operator head of a small group of girls. If Mr Birling himself said that she was a good worker then he didnt have to fire her, he could have kept her on and she would have worked even harder as a result of that. Also Mr Birling said that they should work for lower costs and higher prices, and why shouldnt Eva  strive for higher wages too? However no one forced Eva into taking part in the strike, and she should have been satisfied with the job that she had, she was better off than some people, and at least she had some wages. Also she would have known that it wasnt easy to find another job, and she shouldnt have risked so much on such a small pay rise, it was reckless and thoughtless of her to have gone on strike. After much hard searching and a stroke of luck, Eva managed to find another, very good job in Milwards, an expensive clothes shop. She was fired after only a couple of months, just when she felt she was settling down nicely (Inspector). She was fired through no fault of her own, but because of Shelia losing her temper, and because of Shelias jealousy of Eva. Shelia says that Eva was a very pretty girl with big dark eyes, and she looked as if she could take care of herself, so Shelia decided to use her power as a valued customer to fire her. There was nothing wrong with the way she was doing her work. They [the shop owners] admitted that. (Inspector). Shelia admits that she had been in a foul temper, and had taken it out on Eva by telling the manager of Milwards that if they didnt get rid of that girl, Id never go near the place again and Id persuade mother to close our account with them. All Eva had done is supposedly to smirk at the assistant whilst Shelia was trying on an ill-fitting dress. There is no proof that Eva had done this at all, and it is probably a figment of Shelias angry imagination at the time. Yet on the other hand, Eva may have smiled at the assistant because Shelia looked silly, to say doesnt she look awful (Sheila) and if she did, this was very presumptuous of her and she should have been more respectful of the customers. As a last resort to gain money, Eva (or Daisy, which she changed her name to) then went to the Palace Bar, and became a woman of the town. There was no other way for Eva to then make money apart from turning to prostitution. In the Palace Bar one night she was picked up by a friendly and handsome man, who offered her a set of rooms to stay in for a while, in fact he even insisted on Daisy moving into those rooms and he made her take some money to keep her going there (Gerald). Not surprisingly she said yes, for a woman in her position this must have been a lovely offer! She must have known what he would have wanted from her, but what he was  offering seemed so perfect, probably almost like heaven. He said he would supply food for her, and all she would have to do is offer herself to him in return. What woman in that situation would say no? She was broke, with no home, no way of earning an income, and it was stay with a nice man in a lovely set of rooms instead of prostitution. It wasnt remotely immoral of her to have taken Geralds money; he offered it freely to her, even insisted upon her taking it, and even though she did accept it, she also gave him what he wanted in return. Throughout the time she stayed with him, its not surprising that she gradually fell in love with him. He was so persuasive and charming, and she had never been cared for like that before, she  couldnt help but feel that way about him, he must have seemed like a saviour to her. Gerald says that she was intensely grateful and that he became at once the most important person in her life. Their relationship was completely dictated by Gerald; he was the one who started the relationship and if he wanted to see her, he would have to go to her, she could never come to him. Also Gerald only thought about his wants and needs during the relationship, he would never take into consideration that she  might miss him or she might wish he was with her more, it was only his thoughts that mattered. This is shown particularly by Gerald dropping Daisy as soon as he wanted to, when it was convenient for him. He didnt even think about whether it was convenient for her, he didnt ask her to leave, he just told her that she had to. Also Gerald knew that she had fallen in love with him, I didnt feel about her as she felt about me but he didnt let this bother him about leaving her, because he had never loved her, so it didnt matter that he was never going to see her. It was irrelevant to him that she loved him more than anyone else in the world; it didnt affect him. Then when he did ask her to leave she was very gallant about it (Gerald). This shows that she knew it wasnt going to last for ever; she wasnt stupid. However, on the other side of this point, it was stupid of Daisy to go to the Palace Bar in the first place. She knew what went on in the Bar, and she knew that the men didnt exactly treat the women there nicely. It was silly to put herself at risk to the rough-handling of men, and she should have expected what Gerald had done to her. Daisy should have tried for another job instead of going to the dangerous Palace Bar. She  could have at least applied for a factory job, like the one she had before, or she could have made an attempt to look for one. Also, she would have known that she would fall for this dashing young man who saved her from prostitution, and she should have refused his offer. She would have known that he wouldnt look after her forever, and she shouldnt have let herself get emotionally attached to him in the first place.

Malaysian Attitudes Towards Counterfeits Of Luxury Brands

Malaysian Attitudes Towards Counterfeits Of Luxury Brands CHAPTER 1 INTRODUCTION The first counterfeiting emerged in more than forty years ago, and it was only happened on highly priced and prestigious products like textiles, jewelry and accessories (Eisend M. Schuchert-Gà ¼ler, P., 2006). This phenomenon considered insignificant and less attention has been paid to eliminate it. Nowadays, this phenomenon has widespread globally and has become a significant economic issue. According to Eisend M. and Schuchert-Gà ¼ler, P. (2006) European Union has reported a 1000% rising of counterfeiting within six years, rising from 10million in year 1998 to 103million in year 2004. Meanwhile, United stated has reported that seizures of counterfeits have doubled since 2001. Many products have been counterfeited, ranging from CDs, VCDs, software, shirts, designer shoes, wallets, purses, handbags, watches, jewelry, perfume, sun glasses, accessories, apparel, books, pain relievers, auto parts, cameras, TV, toys, food and beverages, tobacco and personal care products also being counterfeit. Most all these products could be categorized under luxury goods which most consumers perceived as symbol of status. Among the counterfeit goods, luxury designer brands have become targets of counterfeit producers. Therefore, counterfeit of luxury goods is increasing in a dramatic growth rate. For counterfeit manufacturers, this market is very lucrative as it is low cost products that are easy to manufacture status symbol and easy to sell with no marketing effort required (Gentry et al., 2006). Counterfeiting has caused negative consequences to the economy. As estimated by The International Anti Counterfeiting has caused at least $200 billion per annum in lost job, taxes and sales. This is also an obstacle to the development of intellectual properties. Therefore, there is a need to look into the issue from different perspectives to prevent it from getting worse. 1.1 Problem Statement Counterfeit market is in growing rate although many countries have implemented anti counterfeiting strategies to curb and eliminate this illegal industry. However, studies were mainly focused on supply side, including discouraging counterfeit through trademark registration, regulatory action and protection strategies to reduce the availability of counterfeits (Wee et al, 1995). Unfortunately, all the efforts exerted seem ineffective as it failed to deter the consumers from purchasing counterfeit goods. By referring to previous studies, people from different country or cultural background seem to have different attitudes towards purchase intention of counterfeits. Therefore, to eradicate the problem, the factors that drive consumers in a specific nation favourable to counterfeit luxury products must be identified (Organization for Economic Cooperation and Development, 2007). Therefore, we must find out why consumer purchase counterfeit? but not where they buy (Wee et al, 1995). By far, there is limited research on consumers attitudes toward counterfeits goods in Malaysia has been published. In fact, Malaysia has been listed on the IIPAs Priority Watch List from year 2003 to 2006. In year 2010, IPPA has suggested to remain Malaysia in the watch List as the counterfeits issues getting worse. In order to regain a good reputation to attract more international investors from luxury goods industry, government are urged to curb the counterfeits problem in Malaysia. Therefore, there is necessary to gain an insight into the main causes of the phenomenon of counterfeits in Malaysia. Particularly, we must understand Malaysian attitudes towards purchase of counterfeits. Undoubtable, counterfeits priced at much cheaper than genuine, as lower production cost and lower quality. Consumers who unwillingly to pay high price for genuine products are enticed to purchase counterfeits. Thus financial motives will be neglected in the investigation. Other antecedent motives of consumers attitudes should be examined as the analysis data may facilitate the marketing activities of genuine luxury brands in determining their effective countermeasures against counterfeiting. Meanwhile, there is critical to identify the underlying mechanism of intent to purchase luxury counterfeits. 1.2 Objectives of the Study This study aims to study the motives influence consumers attitudes towards purchase of luxury counterfeits. Theory of planned behavior was used as basis for theoretical framework development. Therefore relationship between three main factors: attitudes, subjective norms and perceived behavioral control towards purchase intention of counterfeit will be investigated as well. Seven motivations that influence consumers attitudes towards purchase of luxury brands counterfeit have been identified through review on previous studies. Motivation selected including status consumption, integrity, value consciousness, personal gratification, novelty seeking, materialism, brand conscious and product appearance. All these motivations will be investigated to identify the relationship between each of the motivation with the consumers attitudes towards counterfeits of luxury brands and the intention to purchase counterfeits of luxury brands. 1.3 Significance of the Study A review of previous research has indicated a need for further investigation on the determinants of counterfeits purchase intention. As according to Eisend M. and Schuchert-Gà ¼ler, P.(2006), previous studies have failed so far to integrate their results consistently into a more general framework because of lack of profound theory. The study also stated that culture has been seen significantly influence the purchase intention and behavior. Malaysia that consists of three main ethnic groups is expected to give a different result. 1.4 Scope of the Study In this study, definition of counterfeiting is adopted from Eisend M. and Schuchert-Gà ¼ler, P. (2006): Counterfeiting is mean that an original product with a remarkable brand value worth copying already exists on the market. Its characteristics are copied into another product, which is indistinguishable from the original, and is sold at a lower price as if it were the original. Nevertheless consumers are well aware of the difference between the two products. Meanwhile, luxury goods defined as products from four main categories: fashion, perfumes and cosmetics, wines and spirits, watches and jewellery (Jackson, 2000). CHAPTER 2 COUNTERFEIT MARKET Counterfeits were first found in luxury brands because of the high profit margin that provide attractive incentive to the manufacturing of counterfeit luxury brands. According to OECD (2008), a noticeable shift from luxury goods to common consumer goods was reported. Everything could be counterfeited, including household products, food and drinks, electronic devices, tobacco, books, toys, automobile parts, pesticides, cosmetics, tools, clothes and handbags to software and prescription drugs. Despite that other product categories are on the rise, the OECD (2008) has reported that luxury fashion items like accessories, clothing, jewellery and footwear still account for the largest part of counterfeit trade, which is up to 66,2% of all interventions by European Customs. 2.1 Luxury Goods Market As stated by Preiholt, H. Ha ¨gg, C. (2006) development of luxury goods market was believed contributed by three main factors: globalisation that helps more international designers to build up their worldwide reputation; the increase number of luxury conglomerates that are striving towards jewellery, accessories, wine, perfumes and cosmetics as complements to clothing. Last is the relational exchange was believed based on confidence and trust. Luxury goods market is in a dramatic growth rate. Luxury Institute had reported that luxury goods market has grown at a compounded two-digit rate in its 2008 luxury market report in past decade. According to the report, the phenomenon was attributed to three possibilities: wealthy are purchasing more luxuries, there are greater number of wealthy people and the middle and lower classes are purchasing luxury brands. Koehn (2002) stated more people aspiring to own luxuries will purchase luxuries more regularly than those economically affordable. This is due to consumers perceptions that luxury goods are symbol of status regardless of their economic situation (Vickers Renand, 2003). Some buyers are seems to be willing to pay a high price for a high-profile brand. 2.2 Counterfeit luxury brands Counterfeits are goods that similar or identical to genuine brands which like reproduction of trademarked brands (Cordell et al, 1996) but without the authorities of genuine brands owner. Staake et al (2009) defined counterfeit trade as trade in goods that, be it due to their design, trademark, logo, or company name, bear without authorization a reference to a brand, a manufacturer, or any organization that warrants for the quality or standard conformity of the goods in such a way that the counterfeit merchandise could, potentially, be confused with goods that rightfully use this reference. Staake et al (2009) also proposed to make a distinction with regard to consumers perception on counterfeits luxury brands. Research has identified two types of consumption of counterfeits. The first type is consumer that acquired without aware of the intellectual property infringement (deceptive counterfeiting) or unknowingly and unintentionally purchases the counterfeit that closely imitated the genuine brands (Staake et al 2009; Tom et al, 1998). Meanwhile another type is non-deceptive counterfeit, where consumer willingly to purchase the counterfeits (Prendergast et al, 2002; Staake et al 2009). It can also been defined as consumers recognises that the product is not authentic according to specific information cues such as price, purchase location or material used (Gentry et al, 2006). Consumers behaviour is different in these different cases. 2.3 Counterfeit in Malaysia In Malaysia, counterfeits market is active since decade ago. As reported by IIPA in 2006, counterfeiting of fashion, pharmaceuticals, batteries, computer accessories, tobacco, mobile phone batteries, food, electronics, petroleum products and toys was problematic in Malaysia. Among all products, entertainment software has constituted to 91% of the counterfeit trade in year 2004, resulting in a loss of US$74 million for local records and music industry (IIPA, 2005). The research has even reported that Malaysia was appeared as the most infamous optical disc entertainment software producer/ exporter in the world. Therefore Malaysia has remained on the Priority Watch List from year 2003 to 2006. In year 2008 and 2009, Malaysia has been removed from Watch-List but was suggested remain on Watch List in year 2010 as the issue remained problematic. Enforcement action was in declining since the removal of Malaysia from Watch-List. As a consequence, piracy goods like CD and DVD was re-emerged. Again, counterfeits were openly available in night markets that operating in different locations every night. Besides, counterfeits also available in fixed premises locations in Klang Valley, particularly in Bangsar, Sg Wang, Petaling Jaya, and Shah Alam; Perangin Mall in Penang; and Holiday Plaza in Johor Bahru (IIPA, 2010). Malaysian Government has collaborated with original vendor and local media in organising awareness campaign in attempt to make public aware of the severity of purchasing counterfeits. Unfortunately, all these efforts seem ineffective in deter consumers from purchase of counterfeits. Therefore, in order to develop an effective policy, there is a must to look into the problem from different perspective, especially demand side of counterfeit. CHAPTER 3 LITERATURE REVIEW Numbers of study has been conducted to examine the emergence of counterfeit trade, from both supply and demand side. However focus was on the supply dimension; in order to develop appropriate policy to restrain this illegal activity the factors that drive consumer demand for counterfeits should be identified (Kim, H Karpova, E., 2010). 3.1 Counterfeits Demand The dramatic increase of counterfeiting trade is driven by the high demand from consumers. Many consumers knowingly purchase counterfeits. OECD (2007) has grouped the factors that drive consumers towards knowingly demand for counterfeit and pirated goods into three principal categories: first, is the characteristic of product; second the individual consumer, and lastly the institutional environment in which the individual consumer operates. All these factors as listed in Table 1 influencing consumers behaviour towards counterfeit. Among these three categories, consumer characteristics, including consumer financial status and attitudes towards counterfeits, will be the main concern in this study. Besides, many studies have been conducting to evaluate consumers intention and willingness to purchase counterfeit products. Numbers of variables and determinants have been identified in previous research but results were differing for various products and brands, and also in different nation, as per listed in Table 2 which adopted and adapted from Eisend M. and Schuchert-Gà ¼ler, P.(2006) ; Stake, T. et al. (2009). Description Albers-Miller 1999 Survey among 92 US students: selling price enhances willingness to buy a counterfeit above all for those who prefer counterfeits over stolen products; presence of friends who also buy an illicit good enhance willingness to buy, buying alone decreases the willingness to buy; perceived criminal risk has higher influence on buying stolen vs. counterfeit or genuine products. Ang et al. 2001 Survey on 3251 Singaporean consumers: positive correlation between attitude/ purchase intention; negative influence of normative susceptibility, integrity and personal income on attitude towards piracy; positive influence of value consciousness on attitude towards piracy. Bian and Veloutson 2007 Comparison of British and Chinese consumers who admit to have knowingly purchased counterfeit products. Demographic variables have not been found to significantly influence counterfeit demand. In both countries, consumers show a very low opinion on counterfeit products in general, but perceived their average quality as similar compared to non-logo products Bloch et al. 1993 A survey on 200 US adults at mall and flea market: demographic variables did not distinguish between the choice groups; less reliance on durability and brand image has a positive influence on the stated choice to purchase a counterfeit compared to purchasing a designer label or no logo; apart form good value, all evaluation items scored higher for the designer label compared to the counterfeit; self-image is partially significant, indicating that counterfeit consumers are less confident, successful, of lower status and less wealthy. Chang 1998 Comparison of the validity of the theory of reasoned action (TRA) and the theory of planned behavior (TPB) as applied to illegal copying of software. The results suggest that perceived behavioral control is a better predictor of behavioral intention than attitude Cheung and Prendergast 2006 Survey on 1152 adult consumers in Hong Kong, Shanghai Wuhan: middle and high income families, males, white collar workers, people with tertiary education, younger consumers and singles are more likely to be heavy buyers of pirated clothing and accessories. Cordell Wongtada and Kieschnick 1996 An experiment study on 221 business students in an Eastern metropolitan area: attitude towards lawfulness negatively related to willingness to purchase a known counterfeit only for knit shirts; expected performance positive related to willingness to purchase known counterfeit for knit shirts and 35-mm camera; branding and price concession positive related to willingness to purchase a known counterfeit for low investment-at-risk (knit shirts); retailer prestige positive related to willingness to purchase a known counterfeit for high investment-at-risk (camera). Gentry et al. 2001 Qualitative study on 102 international students, predominantly Chinese subculture from Singapore, Malaysia and Indonesia: counterfeits are purchase because of the brands; a a low-grade version with the intent to purchase the authentic product if trial is successful; counterfeits are an acceptable compromise and offer lesser value for lesser cost; counterfeits are purchased because they represent a brand (brand decision), not as a product decision; counterfeits provide novelty and symbolize ones travel experiences for tourist consumers. Hoe et al. 2003 Qualitative study on 20 UK consumes aged under 30: consumers use counterfeits as substitute for desired high value designer brands that help them to create their identities, to transfer the associated cultural meaning, and impress others but only as long as they can deceive the onlooker Jenner and Artun 2005 A survey on 202 German consumers in Turkey: the perceived quality difference between counterfeits and genuine brand reduces purchase intention for all product categories (textiles, leather accessories, CDs, sofrware, watches, perfume) Kwong et al. 2003 A survey on 306 consumers from Hong Kong: attitude towards piracy influence purchase intentions; female have lower purchase intentions, age is negatively related and past experience is positively related to intentions to buy pirated CDs. Parthasarathy and Mittelstaedt 1995 Survey among 205 US students: The willingness to engage in piracy to be strongly affected by the attitudes towards piracy, subjective norms, perceived utility of the software, and the willingness to seek help from others to reduce non-monetary cost. The opinion that the high prices of software are not justified did not appear to affect piracy behavior. Peace et al. 2003 Extension of the theory of reasoned action by a factor of perceived behavioral control as posited by the theory of reasoned action, and punishment certainty/severity. In a survey among 203 students, the model was able to explain 65% of variance in software piracy intention. Penz and Stà ¶ttinger 2005 A survey on 1040 Austrian consumers: attitude towards counterfeiting and self-identity have a positive effect on purchase intentions, particularly at low price levels; normative pressure and perceived behavioral control have a positive impact on purchase intentions at low and high price levels; personality traits influence attitude towards counterfeiting and subjective norm price consciousness has no impact, access to counterfeits has a positive impact on purchase intentions; purchase intentions predict purchase behavior Phau et al. 2001 Survey among 100 consumers in Hong Kong. Those who less often purchase counterfeit clothing are younger, have a lower disposable income, and are less well educated Prendergast et al. 2002 A survey on 200 consumers from Hong Kong: quality and large supply enhances purchase intentions for high spenders compared to low spenders in case of VCDs; quality, material and friends/ family opinion enhance purchase intentions for low spenders compared to high spenders in case of t-shirts; for t-shirts, quality, popularity, ethical and legal issues are more important than for VCDs; overall the importance of criteria do not differ for low and high spenders with price being the most important criteria. Swee et al. 2001 Survey among 3600 Asian consumers who buy counterfeit goods. Counterfeit consumers regard the purchase of fakes as less risky and less unethical, are more value conscious, and have a lower average income compared to those who do not purchase counterfeit articles. Tom et al. 1998 A survey on 435 US consumers: importance of style has a negative influence, importance of price a positive influence on the preference for the counterfeit version of software; importance of brand, function, durability has a negative influence, importance of price a positive influence on the preference for the counterfeit version of t-shirt; importance of durability has a negative influence on the preference counterfeit purses; age and income is negatively related, as is education with the preference for counterfeit versions of a product preference for counterfeit product leads to more positive attitudes towards counterfeiting and greater satisfaction with the price, but less satisfaction with durability and quality. Wang 2005 A survey on 456 students from Taiwan: cost benefit enhance the intention to purchase a pirated DVD/VCD while performance risk, ethical concerns, and social norms decrease it. Wang et al. 2005 A survey on 314 Chinese students: positive influences of attitude towards piracy on purchase intention; negative influence of normative susceptibility, positive influence of value consciousness, novelty seeking and collectivism on attitude towards piracy; buyers have more positive attitudes towards piracy than non-buyers. Wee at al. 1995 A survey on 949 students and working adults in South-East Asia: attitude towards piracy is related to purchase intention for all counterfeit products; brand status, materialism, novelty seeking, and risk-taking have no influence; purpose is related to purchase intentions for counterfeit literature and software; quality is related to purchase intention for all counterfeit products; perceived fashion content is related to purchase intention for counterfeit watches; physical appearance is related to purchase intention for leather wallets/ purses and watches; image and durability have no influence; education is negatively related to purchase intention for all counterfeit products; household income is negatively related to purchase intention for counterfeit leather wallets/ purses. Woolley and Veloutsou 2006 Analysis of purchasing frequencies and underlying antecedents of software piracy among US students. Results indicate that students understanding and knowledge of copyright laws have increased since 1991, but this knowledge has not influenced software piracy rates Source: Adopted and adapted from Eisend M. and Schuchert-Gà ¼ler, P.(2006) ; Stake, T. et al. (2009) 3.2 Theory of Planned behaviour According to the Theory of planned behaviour (Azjen, 1985), an individual behaviour is guided by three kinds of considerations: attitudes toward behaviour, subjective norm and perceive behavioural control. In combination, these three considerations lead to the formation of a behavioural intention. Generally, a person who favourable towards the attitude and subjective norm, and with high level of perceived control, the stronger of his/her intention towards the behaviour. When opportunity arises, people are expected to carry out their intention, thus intention is assumes as the immediate antecedent of behaviour. 3.2.1 Attitude toward purchase intention of Counterfeits As per explained in Theory of Planned Behavior, consumers attitudes will direct influence their purchase intention and finally drive them toward purchase behavior. Past research has examined various motivations that influence the consumer purchase intention of counterfeit, including economic, quality, personality, social and ethical factors (Amatulli, C. Guido, G., 2011; Kim, H. Karpova, E., 2011; Kim, J. E. et al., 2009; Norum, P. S. Cuno, A., 2010; Perez, M. E. et. al, 2010; Phau, I et al., 2010; Phau, I. Teah, M., 2009). a. Status consumption Consumers perceived luxury brands as symbol of status, where they purchase, use and consumed a goods which will display their distinctive status (Eastman et al., 1997). Status consumption has been investigated in many studies in different countries but showing different result (Amatulli, C. Guido, G., 2011; Kim, H. Karpova, E., 2009; Phau, I et al., 2010; Wee C. H. et. al., 1995). Status seeking consumers those with low affordability tend to purchase counterfeits of luxury brands to satisfy their status seeking needs (Phau, I. Teah, M., 2009; Kim, H. Karpova, E., 2009; OECD, 2007). Luxury brands are used to project socioeconomic status, even though it is a counterfeit, consumer are hoping to convey their high society status that associated with genuine brand. Thus, the following hypothesis developed: H1a: Status consumption has a positive influence on consumer attitudes towards counterfeits of luxury brands. b. Integrity Integrity represents individual ethical consideration, self-control, responsibility and honesty that related to lawfulness (Wang et al., 2005). Research has found that consumers that are more lawful-minded possess negative attitudes towards counterfeits and less willing toward purchase of counterfeits (Cordell et al., 1996, Phau, I et al., 2009). This lead to the developed of hypothesis that: H1b: Integrity has a negative influence on consumer attitudes towards counterfeits of luxury brands. c. Value consciousness Consumers would like to purchase a luxury brands that associated with value, prestige and benefits but they might not willing to pay a high price for it (Cordell et al, 1996). Consumers who are value conscious are different from consumers that are price consciousness that only concern for products price. They tend to maximize perceived utility or benefits to be acquired for their money. Consumers perceived that counterfeits have similar quality and function to genuine brands, thus they are more positive towards counterfeits which is much cheaper than genuine brands (Kim, H. Karpova, E., 2011; Phau, I. Teah, M., 2009). Therefore, this study propose that: H1c: Value consciousness has a positive influence on consumers attitudes towards counterfeits of luxury brands. d. Personal Gratification Personal gratification could be defined as the desire for self-accomplishment, social recognition and to enjoy finer things in life (Wang et al., 2005). Hence, consumers possess high personal gratification are conscious on products quality, appearance and trendiness. According to Bloch et al. (1993) counterfeits buyers perceived themselves to be less successful, less confident and low perceived status. Thus those with high personal gratification might have low tendency towards goods of inferior quality (Amatulli, C. Guido, G., 2011; Phau, I. Teah, M., 2009). Thus, this study proposed that: H1d: Personal gratification has a negative influence on consumer attitudes towards counterfeits of luxury brands. e. Novelty Seeking Novelty seeking consumers tend to try new and different brands to satisfy their curiosity (Wang et al, 2005). Counterfeits those in lower price may become their choices (Phau, I. Teah, M., 2009; Wee C. H. et. al., 1995). H1e: Novelty seeking has a positive influence on consumer attitudes towards counterfeits of luxury brands. f. Materialism For consumers with high level of materialism or materialist, they view that happiness come from acquisition of possessions. They consume prefer consume status products than general products (Wong, 1997). As similar to status consumption, for those who would like to gain a special identity from others but without the financial capacity, counterfeits that perceived as lower-priced branded goods will become an alternative (Kim, H. Karpova, E., 2011; Phau, I et al., 2010; Wee C. H. et. al., 1995). Therefore, H1f: Materialism has a positive influence on consumer attitudes towards counterfeits of luxury brands. g. Product Appearance Luxury brands always associate with fashion component thus product attributes play an important role in influencing consumer purchase intention. Consumers are willing to pay for physical attributes without paying for the associate quality (Cordell et al., 2006; Kim, H. Karpova, E., 2009). Physical will be one of the main concerns when consumers purchase a counterfeit (Wee C. H. et. al., 1995). Thus, H1g: Product appearance has positive influence towards purchase intention of counterfeit luxury brands. Most of the previous research has suggest that attitudes toward behavior are more accurate in predicting intention to purchase behaviour. Thus we hypothesize H2: Attitude towards counterfeit is positively influence the purchase intention of counterfeit luxury brands. 3.2.2 Subjective norms towards purchase intention of Counterfeits Subjective norms play an important role in influencing a behavior as people will share information, knowledge and experience with others. Consumer who has friends and family members who favourable in purchased counterfeits may influence them to have a tendency towards counterfeits. Thus, H3: Subjective norm is positively influence the purchase intention of counterfeit luxury brands. 3.3.3 Perceived Behavioural Control Perceived behavioral control reflects past experience, knowledge about products and expected obstacles. Consumers those think that their friends or family do not approve the possession of counterfeit goods may not carry out the behavior. Therefore, H4: Perceived behavioral control is positively influence the purchase intention of counterfeit luxury brands. CHAPTER 4 RESEARCH METHODOLOGY 4.1 Research Design Integration methodology will be utilized to investigate the research topics. Qualitative and quantitative survey will be conducted in two phases. First phase, in depth interview will be conducted as complementarity research to confirm the context for theoretical model. Second stage will be getting the conclusive data through quantitative survey. By far, most of the studies conducted are by quantitative research, limited qualitative research has been identified. Qualitative research is useful in exploring new elements and develops an initial understanding towards studied market (Amatulli, C Guido, G., 2010). 4.2 Phase One: In-depth Interview Integration methodology was used in many research with purpose of exploring viewpoints in early stage of research (McCracken, 1998) or to enhance the descendant quantitative research to be conducted (Greene et al, 1989: 259). Since there is limited research conducted in Malaysia, the main purpose is to gain initial understanding about consumers conceptualization of counterfeit luxury brands and to learn the language they used to describe it. Meanwhile, this research to be conducted to confirm the context for theoretical model developed based on previous studies. All finding hoped to support the motivations and factors that influencing purchase behaviour identified from literature review. 4.2.1 Target Group: In order to obtain the data to cover the whole population, 30 respondents from different age and sex categories will be selected. Selection criteria will be as listed in Table 4. 4.2.2 Questions Design: Research Question Interview Question Question 1: To what extend are the relationship between Malaysian consumers motivation and attitudes toward counterfeits brand? What brands do you consider as luxury brands? Have you ever purchase a counterfeit o

The Missouri Compromise :: American America History

The Missouri Compromise A compromise is when two or more parties in disagreement reach an agreement that does not give all sides exactly what they want, but enough of what they want so that they can be happy. Compromise is the best possible solution to a conflict however it does not always work. One needs only to look at situations such as the Bosnia-Herzegovina to see that. During the events prior to the American Civil War, many different compromises were made in an attempt to impede the growing disagreements. However this merely prolonged the inevitable. The differences between North and South were far to great and compromise did not stand a chance at preventing the impending conflict. This was most clearly shown in the ways in which the three main compromises, the Missouri Compromise, the Compromise of 1850 and the Kansas-Nebraska Act, failed. In 1820 Missouri wanted to join the Union as a slave state. As this would ruin the balance between Slave states and Free states in the Senate, Henry Clay proposed the Missouri compromise. This arranged it that while Missouri was admitted as a Slave state, Maine was also admitted as a free state. It also created an imaginary line along the 36o latitude, where slavery was allowed below it but prevented above it. However they limited themselves by only applying the Compromise to lands gained in the Louisiana purchase. This led to conflict after the Mexican war in which America gained new territories in the West. This doomed the Missouri Compromise, which was probably the most promising of the three. Had the Compromise been applied to all American lands then perhaps it could have succeeded. Instead the Missouri Compromise failed and only led to further conflict between north and south in the future. In 1849 once again the Union was facing the same crises it had faced in 1820. California now wanted to be admitted as a free state. Once again Henry Clay came up with a compromise to resolve this conflict. California would indeed be admitted as free while the rest of the Southwest territories would decide the slavery issue by popular sovereignty. It would also abolish slavery altogether in Washington DC and initiate a stronger fugitive slave law to appease the South. This last concession angered people in the North however. Free blacks were concerned as now a Southerner could accuse any black person as being a runaway slave.

Down With The Kings :: essays research papers

When someone commits a crime, they are punished for their sin. If someone says, â€Å"go rob that store,† the man robbing the store is persecuted, not usually the instigator. Everyone, regardless of status or wealth is responsible for his actions. No one can whip out a remote control and make them do anything they want them to do. Men can be manipulated, but he is still under his own control. No one can make his decision as to whether or not he is going to be obedient to his manipulator. In the play Macbeth, Macbeth himself is most responsible because each man is responsible for his own actions and the results of those actions.   Ã‚  Ã‚  Ã‚  Ã‚  There are many parts of the play Macbeth that show Macbeth taking charge and having full responsibility of his deeds. Regardless of how much Lady Macbeth seems to push Macbeth, it is in Macbeth’s disposition to take charge and be independent as is shown in this proclamation announced by Macbeth himself, â€Å"Bring me no more reports. Let them fly all! Till Birnam Wood remove to Dunsinane, I cannot taint with fear.† (V.iii.1-3) Macbeth is mot told to ignore all of his military responsibilities by anyone. Lady Macbeth is barely alive at this time therefore there is no way that she could have influenced this decision made solely by Macbeth. Macbeth is completely confident in himself and does not think that anything can keep him from keeping his position on the throne. Macbeth’s greed and the fact that he is incredibly headstrong are also factors of his demise. Macbeth demonstrates this by saying: We will proceed no further in this business. He hath honored me of late, and I have bought Golden opinions from all sorts of people, Which would be worn now in their newest gloss, Not cast aside soon. (I.vii.35-40) Macbeth sees his compliments as actual features of himself that will live with him forever and not just once in a while characteristics being cast off quickly. Although, these people do contribute to his actions by fueling them, he still makes the ultimate choices. He sees people trying to win favor with him as his actually characteristics, and this makes his desire for status stronger. He shows that he is capable of excellent judgment but would rather do deeds that benefit him rather than do what is best for the majority and those he loves.

Marketing – Right Choices

| Off Campus & Assignment Handling Services Division of Information Services Nathan Campus GRIFFITH UNIVERSITY QLD 4111 | ASSIGNMENT COVER SHEET Open Universities Australia | Student details| Name| Gokhan Aykut| Course| B. Comm| Unit details| Unit code| MKT 103| Unit name| Introduction To Marketing| Unit tutor| Kieth| Assessment Item details| Marketing Report| Due date| 20/02/2012| Word count| 2500| Extension granted| v? No ? Yes| Extension date| | Is this a resubmission? v? No ? Yes| Resubmission date| | ACADEMIC INTEGRITY DECLARATION Breaches of academic integrity (cheating, plagiarism, falsification of data, collusion) seriously compromise student learning, as well as the University’s assessment of the effectiveness of that learning and the academic quality of the University’s awards. All breaches of academic integrity are taken seriously and could result in penalties including failure in the course and exclusion from the University.Students should be aware that the University uses text-matching software to safeguard the quality of student learning and that your assignment will be checked using this software. I acknowledge and agree that the examiner of this assessment item may, for the purpose of marking this assessment item: 1 reproduce this assessment item and provide a copy to another Griffith staff member; and/ 2 submit this assessment item to a text-matching service. This web-based service will retain a copy of this assessment item for checking the work of other students, but will not reproduce it in any form.Examiners will only award marks for work within this assignment that is your own original work. I, hereby certify that : 1 except where I have indicated, this assignment is my own work, based on my personal study and/or research. 2 I have acknowledged all materials and sources used in the preparation of this assignment whether they be books, articles, reports, lecture notes, or any other kind of document or personal communication. 3 I have not collaborated with another student or person in planning, eveloping and writing this assessment item. 4 this assignment has not been submitted for assessment in any other course or at any other time in the same course. 5 I have not copied in part or in whole or otherwise plagiarised the work of other students and/or other persons. 6 I haven’t made this piece of work available to another student. Providing this declaration falsely is considered a breach of academic integrity. I have retained a copy of this assessment item for my own records. Date: 09/01/2012. (Gokhan Aykut) | Executive SummaryThe following report is the marketing plan for the new Nokia Lumia 910G for the global market for the financial year of 2012-2013. After many years of unsuccessful handsets which have lead to a decline in growth, this handset is designed to regain the market share globally and for Nokia to lead into a new generation of developing low cost handsets with high end features with the added benefit of showing to the world that Nokia is environmentally conscious and a proud ambassador for protecting our very fragile planet. The company’s mission statement Everyone has a need to communicate and share. Nokia helps fulfill these needs and we help people feel close to what matters. We focus on consumers by providing very human technology† * Commitment to deliver outstanding and innovated products to our customers. We seek to become the number one electronics company throughout the world. * Focused to maintain outstanding relationship with all of customers and distribution partners globally. By maintaining our strong relationship our aim is to become once again the number one handset manufacture globally.The marketing plan will focus on the smartphone and the current line of smartphones that Nokia has introduced, it will outlined the detailed of the current promotion and marketing campaigns used and how it could further better those campaigns. The target market that this handset will be focused on is generation Z in particular, 15-22 year old males and females. This generation is the trend setters of today and are ‘digital natives’, it will also analyse relevant factors with the company including, competitors, customers and SWOT analysis.Table Of Contents Executive Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 Situation Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Macro Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 Political Legal Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 Technology†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7-8 Competitor Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8-9 Consumer Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9-10 Internal Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 11 Sales Market Share†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 Brand Awareness†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 Promotional And Marketing†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11-12 SWOT Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13-14 Objectives†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Target Market†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 Positioning Map†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 17 Marketing Mix Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 18-20 Evaluation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 21 Implementation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 22 Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 24 Introduction Nokia was first established in 1865 on the banks of Nokianvitra River in Finland by Fredrick Idestam.He would set up a wood pulp mill and produced paper, the original form of communication. It was later on were a merger took place with Finnish Rubber Works and Finnish Cable Works that gave birth to Nokia Corporation in 1965. The name of Nokia would be growing at a rapid rate, and eventually the company would be a major player for 31 network operators around the world. Nokia initially targeted low income people and first time mobile buyers, with the introduction of the 1100 series. Today the company has grown into the largest manufacturer and distributor of mobile phones.With the introduction of OVI (internet services for the Nokia Brand) in 2007, Nokia has now become a major player in the smart phone industry, and with its newly formed alliance with Microsoft Corporation and Windows Mobile, the sky is the limit for this iconic brand. Situational Analysis The major mobile handset suppliers in Australia now include brands such as Nokia, Sony Ericsson, Samsung, LG, Motorola, Sonim, HTC, Palm, Blackberry, Garmin Asus, Alcatel and Apple iPhone. The cost has gone from over $5000 in 1981 (in car system) to Telstra’s cheapest model available today at $35.Mobile coverage, customers and functionality has changed dramatically over 30 years and together with the Internet, social media and affordability; mobil e communication has permanently changed the way in which people live and work. There are now an estimated 22 million mobile phone services in Australia as at 2011. (Budde. com, 2011). The mobile phone market in Australia is highly competitive in terms of both service and phone suppliers. In the area of service providers the dominant player is Telstra, although with a policy of competition, other organisations are developing strong competitive positions.Pre-paid and post paid plans also form a basis for competition between providers. The chart below provides an insight into both service providers and types of service in 2008. Item 3 on the chart includes â€Å"other† suppliers. Source: Mobility Magazine (2011) 10 (3). The Finnish Nokia Brand remains the world’s largest mobile phone producer; although its market share has dropped to 23. 9 percent (from 28. 2 percent last year), and Samsung, LG and Apple are showing strong growth. (IBT March 24 2011). Macroenvironment Eco nomic Environment Economic conditions affect the way in which consumers spend.They also affect the way in which companies spend on such things as product development, range and inventory of stock. The present world economic crisis in Europe has had an influence on both consumers and manufacturers. Global sales of all mobile phones showed a growth rate of 5. 6 percent in the third quarter (2011) compared to 16. 5 percent in the previous quarter. Global sales of Smartphones were also down from 74 percent growth to 42 percent in the third quarter whilst inventories have grown by 20 million phones during the same period. MobiThinking, 2011). Australia has shown better economic performance than that of most other countries, but this too is dependent on factors outside of its’ control. Given that the major manufacturers of mobile technology are multi-nationals, they will feel the effect of any economic downturn, which may also then be seen here. Consumers have shown reluctance worl dwide to purchase new phones during the European credit crisis, although this may be mitigated by consumers waiting for new flagship devices to be released. Gartner, 2011). Even if Australia is insulated from the full effects of a major economic downturn in the near future, it is likely to affect the purchasing intentions of the mobile phone market Political Legal Environment The telecommunications market is important to the domestic economy and as such is subject to political and legal constraints. Politics has led to opening the market to competition, and it is maintaining and strengthening competitive forces.In terms of service providers, they have to operate within a legal framework that is subject to political influence and overseen by such bodies as the Australian Competition and Consumer Council (ACCC) in accordance with Fair Trade and Trade Practices Acts. There is also protection of intellectual property, as well as trademark/design and brand protection in Australia that co mpanies have to consider when marketing their goods and services. Technology Technology has been an essential driver of the mobile phone market for both carriers and handset providers.The original AMPS (Advanced Mobile Phone System) was launched in 1987 and provided an analogue or 1G service and by 1989 had 100,000 subscribers. In 1992, both Optus and Vodafone were licensed and the number of subscribers reached 500,000. In 1993 Telstra launched its new 2G network, and by 1996 there were over one million digital subscribers and 2. 5 million analogue users. Four years later the AMPS service ceased, however, by 2003 the first 3G network together with the Nokia e606 mobile phone allowed for both video calls and high-speed Internet access.By 2005 half the Australian population had a mobile phone, and at present (2011) there are more subscribers than people in Australia. (ActewAGL, 2009). In each stage of development carriers and phone manufacturers worked together to increase the range a nd variety of applications that could be performed by mobile devices, culminating with the issue of the Apple 4 iPhone in 2011. Ongoing development includes Apple’s new battery solution (Hydrogen Cell) that could power the iPhone for ‘weeks’ (AEDT, 2011).The different architecture or platforms used and being developed for the smartphone market will provide both marketing and technology-related opportunities. Operating Systems (OS) such as Palm and BlackBerry, Symbian and Windows Mobile, are all likely to increase competition and consumer choice in the market. Competitor Analysis: Both carriers and retailers/manufacturers operate in a dynamic and highly competitive market. There is a plethora of â€Å"deals† in the marketplace covering both service providers and retailers. Continual new product innovations have put pressure on companies to innovate or lose market share.For example, the Apple iPhone radically changed the product landscape realising phenomena l growth since its release in 2007. (Australian IT, 2011) The introduction of competing phones and platforms that offer advantages peculiar to an individual system is likely to fuel a continuation of the current technological â€Å"war†, which, combined with aggressive marketing from all the major suppliers, makes for an evolving and unpredictable mobile phone market. Mobile phone marketing strategies are aimed at both the business-to-business (B2B) market and the business to consumer market (B2C).Some of the strategies used include; multiple pricing (B2B) as in supplying all the phones for a specific company (eg. Origon Energy), bundling, where the phone and plan form the purchase and provide value for the bundle for both business and consumer markets, two for one deals, free talk time, (for a specified value above that which is paid for in the mobile phone plan), and many more. Customer/Consumer Analysis Customers can be classified in terms of business and non-business. The business sector is more rational, value driven and information hungry. Business customers will adopt a structured approach to analysing costs and, n the main, make choices based on full information. Consumers as individuals constitute a different market, with different needs and associated motivations. From the very beginning mobile phones were seen as status symbols, owning one increased one’s social standing and position. This still remains a key driver for innovators who will purchase new and improved phones as soon as they are available, and bask in their (perceived) increased social standing or â€Å"Street Cred†. Mobile phones have had a symbiotic relationship with social media such as Facebook and Twitter.One has supplied the other with the means to expand and capture a huge consumer audience. As such there has been considerable research conducted into other motivations, needs, and influences that affect the interface of mobile phones and social media. (Lenhart , 2009). For instance, Telstra has released consumer research showing how Australians use their mobiles to connect. It found:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   * 50 percent of Australians feel panic stricken within five minutes when they think they have lost their mobile phone; 25 percent panic after less than a minute. Nearly one third of Generation Y consumers check their mobile phones in the mornings before they use the bathroom, have breakfast, or go online. * Nearly half of Australians rank mobile phones as the innovation they value the most, more than the desktop computer to laptop and the oven to microwave. (SMH, 2011). Mobile phones are an integral part of a consumer’s life affecting the ways in which they conduct business and leisure activities. With the introduction of the Smart Phones, consumers now have the capacity to interact with one another in ways that have completely and radically changed the marketing landscape.Apart from using app lications for shopping online or as a means of supplementing high street purchases) they can now join communities and share opinions about goods and services that are really empowering them in the consumer decision-making process. Internal Environment Sales And Market Share The global mobile phone market is extremely competitive in terms of manufactures. In 2007 Nokia was number one handset manufacture, with a global market share of 38 percent, and estimated sales of â‚ ¬32 billion. Five years later, Nokia finds themselves losing their crown as number one handset anufacture to its long time completive rival, Samsung Electronics. Nokia’s market share has slumped to only 19. 8 percent in the handset market, which works out to be a 52. 1 percent decline from 2007. Nokia has just released its fiscal Q2 2012 financials. It’s reported â‚ ¬7. 5 billion in net sales, a slight increase from the â‚ ¬7. 4 billion last quarter. Net sales are down by five percent, and the operating loss is almost twice the value it was last quarter: â‚ ¬826 million compared to â‚ ¬487 million a year ago. Brand Awareness Nokia has built a reputation on being one of the world’s number one handset manufactures.Nokia initially targeted low income earners and first time mobile phone owners, but since has grown into a leading and innovating smart phone supplier to the world. The brand’s mission statement is heavily focused around communication. â€Å"Everyone has a need to communicate and share. Nokia helps fulfill these needs and we help people feel close to what matters. We focus on consumers by providing very human technology† Nokia’s brand is built around friendship, trust and customer loyalty. Building friendship and trust is at the heart of the brand, and this is visual communicated to customers by two hands shaking.Promotion And Marketing Currently Nokia is heavily promoting there Lumia family of Windows Phones on a massive global s cale. These include 4D projections and live music events. Along with Nokia pushing heavily the Lumia range, Microsoft has jumped on board and pushing hard with carries around the world to promote the Windows based handset, this is done with the â€Å"Smoked by Windows Phone† campaign. This camping was based around simply a bet where people would win a $100 if their non-Windows phones is quicker than the Lumia handset running the Windows Phone software.According to Nokia Australia's head of marketing, Jolaine Boyd, â€Å"This new brand proposition and campaign signals a new Nokia – a company that is thinking and doing things differently. Our aim is to fundamentally shift consumer perceptions and educate them about Nokia's new smartphone range. We want to put Nokia firmly in the consideration set and make the brand relevant again. † This current camping focuses, on Nokia’s global brand positioning and promoting â€Å"Amazing Everyday† which is heavil y focused around portraying the amazing thing we do as humans every day with a massive focus on social media and the youth of today.There are three core elements within this camping and they are, out of home, TV and digital. Boyd added, Australia has the highest smartphone penetration in the world at 37 per cent. The rise of smartphones is dramatically increasing the use of the internet overall in Australia. With this in mind the â€Å"Amazing Everyday† campaign, the current advertisement of the new Lumia range capitalises on these aspects, with bright and bold colours with simple statements. Some of these advertisements are below. SWOT Analysis Strengths Nokia incorporated has a rich history and a wealth of experience which spans well over a 100 years.The company has one of the largest networks of distribution and selling partners in the world. Currently Nokia has one of the largest R;D departments in the world, which has a strong financial backing with over 1. 4 billion USD which allows Nokia to keep producing new and revolutionary products for its customers. Nokia produces many different handsets for different people for their day to day use and pride themselves on building relationships and sustaining them. The build quality of Nokia handsets are at world class levels, which gives to a much higher resale value than its competitors.Weakness Nokia is a well-established company with many strengths, but is main strength has also turned out to be its biggest weakness. The handset giant unfortunately did not move along with the technological move that sweep through right after the turn of the millennium. With the introduction of the iPhone, the handset giant was consistently producing the same type of phone but with a different designs and still asking customer to pay premium prices. The handsets that were being produced were overpriced and customers wanted more from their Nokia’s.Customers became app crazy and with the introduction of social media on the go, Nokia was lagging behind. Bold moves by Nokia gave birth to the NGAGE, a portable gaming console. The handset was designed to make phone calls, send text and surf the web with the added advantage of being able to play your favorite â€Å"retro† on the go. The concept was great but unfortunately this radical all in one device was not accepted by the market, customers still prefer the iPhone. This then gave birth to the N97 a poorly created handset which was very clumsy and had outdated software. OpportunitiesThere are many opportunities at present for Nokia. One of these opportunities is for the company to enter new growing markets, such as the Indian market. â€Å"By entering a newly developing market it has an opportunity to increase its sales as well as the overall global market share. As the standard of living in India has increased so has the purchasing power of the people. By targeting the market at the right time Nokia can gain the most out of this situatio n†( Nokia SWOT Analysis). Nokia has been a leading the way for many years with its well-designed handsets, these designs have gave birth to other handsets such as the iPhone.With the addition of Cal Zeiss to the portfolio, Nokia now has outstanding cameras on their handsets as well. Threats Nokia has many competitors in the market that it must attach to maintain its position as the market leader. The threats are emerging handset manufactures in the market. Companies like Motorola, Sony, LG mobile, Apple and HTC. The manufactures are providing equal or better products and presenting to be tough competition for Nokia in the global market. These threats can be providing cheap phones, new features, new style/types, and premium after sales service.So the growing competition has created an uphill battle for Nokia. With global economic downfall Nokia has to produced premium quality handsets at competitive prices, if this issue is not tackled head on it could create greater problems f or Nokia in the future. Objectives Mission Statement â€Å"Everyone has a need to communicate and share. Nokia helps fulfill these needs and we help people feel close to what matters. We focus on consumers by providing very human technology† * Commitment to deliver outstanding and innovated products to our customers.We seek to become the number one electronics company throughout the world. * Focused to maintain outstanding relationship with all of customers and distribution partners globally. By maintaining our strong relationship our aim is to become once again the number one handset manufacture globally. Marketing Objectives * Increase sales by 10% within one year. Use innovative technologies, such as Nokia Kinetic a world first flexible LCD, the introduction of WP8 handsets, to increase our target audience's awareness to illustrate our competitive advantages. Refine current products. Improve current products to reach new markets based on unmet consumer needs. Sales Objecti ves * To achieve sales on 10,000 units per quarter across every carrier and to have net sales exceed $100,000 per month. * To gain 15 per cent of the total Australian market share with WP7 handsets and to achieve globally 30 per cent. Total marketing budget for WP7 handsets in 20 per cent. Target Market Primary Market 15-22 year old males and females, or better known as generation Z.Most members of this generation have spent their entire lives on the World Wide Web. Generation Z are a highly connected into technology – they are the trend setter. The generation has spent their whole lives around technology and new forms of communications, such as the World Wide Web, instant messaging, texting, iPods, mobile phones, Facebook, twitter and YouTube, giving them the new name of â€Å"digital natives†. These trend setters are no longer using the internet on their PC’s but rather it is on the go and carried in their pockets on their mobile phones.This generation is tren d setting however very lazy; they want something that is easy to use out of the box with no hassles. Market Positioning Nokia’s brand positioning should differentiate itself from the past. In the past Nokia handset was specially designed for low end users, while the N series was aimed at trend setters, it lacked substance and failed to capture the digital natives. With handsets that were out shadowed by the iPhone, Nokia quickly lost its majority market share. Nokia has to aggressively attack the smartphone market by specifically targeting the trend setters of today.The trend setters of today are driven by technology and want handsets that are easy to use, they are heavily driven by social media, and their social status is of the highest priority. The key strategy is to maintain its leadership and lower prices on smartphones while providing high end products for the masses. Positioning Map Innovation Samsung Samsung Nokia Nokia Future Positioning Future Positioning Apple Appl e Sony Sony Nokia Nokia Current Positioningnt Positioning Positioning Current Positioningnt Positioning Positioning High Price High Price Low Price Low Price LG Mobile LG MobileCompetitiveness Marketing Mix Strategies Product According to O’Connor ,B (2000) A well-thought-out marketing plan can give you the ability to exploit your competitors' weaknesses, adjust to any new competition, expand your service capabilities, strengthen customer relationships and minimize sales volume fluctuations. It will also help eliminate unproductive promotions and enable you to create and control the specific image you want to project. To have an impact on the market, Nokia needs a blockbuster – a single, stunning smartphone that puts the company back on the map alongside with Windows Phone.Windows Phone 8 has a lot of interest from various carriers, by taking advantage of all this, the company can get its groove back. The handset must be simple to use, jam packed with technology while upholding two key fundamental features – social media and easy to use. Nokia introduced a whole line accessories free of PVC, keeping in touch with this green aspect already adopted by Nokia, the Lumia 910G will have a specially designed solar panel will built into the back of the handset, as part of the battery cover.Ten minutes of sun exposure will get you three minutes of talk time and the phone's casing will be made entirely from recycled plastic water bottles. Other key features are, quad core processing power, 12 mega pixel camera with Carl Zies lens, Nokia flexible AMOLED screen. 4. 7 inch 4. 7 inch Solar Panel Solar Panel Recycled Materials Recycled Materials Place/Distribution Having already established a channel of distribution partners globally, the handset will be available through all major vendors globally as well as to be purchased through online vendors such amazon and Nokia online.The opportunity exists to expand through existing areas, but with heavy focus o n the Nokia online store. This channel present great opportunity as there is no overheads. Price Price for this handset is directly set against competitors like the Apple IPhone 4s and Samsung Galaxy S3. The handsets’ being manufactures offshore in China and allows entry into the market at $350 per unit. The pricing strategy is very aggressive, keeping in line with the market audience the handset is directed at.This handset will be the first smartphone with high end features for very low costs. Being of all recycled plastic design allows maximum build quality with minimum costs. Promotions The use of viral marketing is the quickest way to get the word out about the new handset, as the use of social networks will spread the message quicker. According to Berkowtiz, D (2010) blogs and social media can be useful for establishing direct communication between marketers and consumers, and they can contribute to establishing a larger share of voice in search engine results.One such e xample of this is the ‘Best job in the world campaign’ that involved getting a job in the topical islands of the great barrier reef. The campaign had generated so much interested that the publicity around it was worth well over $150 million and in the process highlighted Queensland as an ideally holiday destination. By heavily promoting the Smoked by Windows Phone† campaign, over social media sites, the word of the Lumia 910G will spread. Evaluation According to Harris, A (2010), there is a lack of strategy for using these new social media tools.It is often viewed as a technology issue, not a communications tool. Improving brand awareness and exposure involves creating an online presence, delivering key messages to a target audience and then building relationships with potential customers. Social media allows for these behaviors, as well as enhancing a company’s credibility. Social media is fairly new components to marketing, this type of marketing involve a company interested in increasing brand awareness and exposure to new and existing customers.By gaining the trust and respect of potential customers through frequent, but informal postings public relations teams may then assess the results of the marketing campaign. Although posting cannot be quantitatively measured, it can eventually lead to sales. According to Connor, A (2010) public relations professionals must develop creative strategies for linking online community participation to direct revenue. The interested fans having these conversations may be more inclined to purchase from their online friend than someone else.The will give an indication into measuring the sales volumes achieved through social media. From here, Nokia can determine if social medial marketing is worth the time that has been invested into. Implementation Conclusion This report sets out the marketing plan for the new Nokia Lumia 910G. The handset is made from recyclable plastic water bottles and sports a s olar panel on the back for additional power for the handset. It is a leading and innovating handset with superior features at the fraction of the price of its competitors.The handset is specifically aimed at the trend setters of today, the ‘digital natives’ The sales objectives is to achieve 10,000 units per quarter and to achieve a sales revenue of $100,000 per month. Back boning on the currently successful promotion ‘Smoked By A Windows Phone’ campaign and the use of social media the aim is to regain the majority of the globally market share and to become the number one handset manufacture in the world. Reference Berkowitz, David Social Marketing Advertising Age 81:8 (Feb 22,2010):54 Connor, Angela. Market With Social Media 21 Dec. 2009: Research Library, ProQuest.Web. 21 Feb. 2010. Harris, Angela. Does Social WORK? 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