Higher education Essay Example for Free

Higher education Essay Discussion of aim of education is a function of the philosophy of education or educational theory. The aim of education in the fullest and deepest sense of the word is in keeping with the nature of the human personality or human nature. Human nature is defined in terms of the cultivation and development of perceptive intelligence based on experience i. e. creative intelligence. Creative intelligence or intuition combines reason of understanding with wisdom of compassion depends on human awakening or enlightenment. aim of education is to cultivate creative intelligence required for adaptation to changes in the social environment i. e. adaptability. Life is very complex and complicated. But an aim in life can make the complex life simple and purposeful. Aims give us direction to work and without aim, destination, or objective life becomes incomplete and haphazard. Individual has different interests, attitudes and needs. Every individual wants to achieve certain goals in life. But a clear-cut aim makes the road of life easy. Educational aims are varied. They have their different role in different fields. Some specific aims are listed below: (i) Knowledge Aim: The aim of education is the acquisition of knowledge, skills and attitudes. It helps to adjust properly in one’s own environment. Knowledge helps the man to overcome the nature and satisfy human wants. It links the teacher and taught with social situation. It helps with certain skills to live in a society as human being and civilized one. Philosophers and educationists of the world believe in knowledge. It is the valuable asset of life, which helps the individual to overcome misery and problems of life. (ii) Vocational Aim: Knowledge aim of education is narrow by nature. The theoretical knowledge will never meet our basic needs of life. We need bread and butter to fill up our belly. We can get it if education is vocationalised. Gandhiji realized it in 1937 when he introduced Basic Education. Vocational aim develops the social efficiency of the individual. It reduces mental tension after completion of education. Those who are lower, intelligence in vocational education or training are a blessing for them. Realizing this aspect. Indian Education Commission (1964-66) introduces work-experience in the curriculum. (iii) Character Building Aim: The Indian concept of education believes in self-realization. Self-realization is possible through moral education. So the individual should cultivate moral virtues or values which constitute character. Swami Vivekananda said, â€Å"We want that education by which character is formed, strength of mind is increased, the intellect is expanded and by which one can stand on one’s own feet. † (iv) Complete-Living Aim: The individual has various aspects to be developed. Every aspect of the personality is reflected in various activities to be performed. Education should help the individual to fulfill the various needs and necessities of life like self-preservation, fulfilling necessities of life, rearing and bearing of children, performing civic responsibilities and utilizing his leisure time properly. Firstly, the individual must know the art of self-preservation. Secondly, education should enable to him to earn his living. Thirdly, he should know how to take care of his own children. Lastly, he must have the idea how to utilize the leisure hours properly in a profiting manner. (v) Harmonious: Development of the personality aim- Gandhiji said, â€Å"By education, I mean an all-round drawing out of the best in the child and man-body, mind and spirit. † The meaning itself indicates to develop all-round aspects of individual-physical, intellectual, social and spiritual. All these aspects of the individual should be harmoniously developed. True education is development of 3H’s instead of 3R’s. The development of Head, Heart and hand of an individual makes him happy. (vi) Democratic Aim of Education: One of the important aims and objective of education suggested by Secondary Education Commission (1952-54) is to develop the democratic citizenship. India is a democratic country. Even citizen must have to realize the duties and responsibilities carefully. So the aim of education is to train carefully the future citizens. Training should be provided to develop the following qualities of the individual. (i) Capacity for clear thinking (ii) Receptivity of new idea (iii) Clarity in speech and writing (iv) True patriotism Further the democratic aim of education develop vocational efficiency, personality and leadership quality. Indian Education Commission (1964-66) under the chairmanship of Dr. D. S. Kothari suggested the following as the aims of education in a democratic set-up. (i) Increasing productivity (ii) Developing social and national integrity (iii) Making education modernized and (iv) Cultivating of social, moral and spiritual values. Each individual teacher has an opinion about what the aim of education should be, not only in their own classroom but also in school in general. Many issues occur when differing opinions about the purpose of education collide. It is important to recognize that other people, including many of your coworkers, administrators, and your students parents might have a different point of view concerning what education should be all about. Following is a list of different aims of education that individuals might espouse. 1. Knowledge to Get By. This old school belief holds that school is important in providing students with the knowledge they need to get by in their day-to-day lives. They need to know how to read, write, and do arithmetic. Even though these core topics form the foundation of a students education, most educators today would probably not agree that this should be the extent of a students school career. 2. Knowledge of Subject Matter Being Taught The purpose of education to some teachers is to impart knowledge about the subject matter they are teaching without much thought to other classes. When taken to the extreme, these teachers focus on their own subject matter as being more important than what students are learning in other classes. For example, teachers who are unwilling to compromise their own subject matter for the good of the students can cause problems for the school at large. When the school I taught at tried to implement senior projects, we got push back from a couple of teachers who were not willing to change their lessons to include cross curricular activities. 3. Desire to Create Thoughtful Citizens. This might be considered another old school belief. However, this is held by many individuals, especially within the larger community. Students will some day be a part of a community and need the skills and mores to exist within that society as thoughtful citizens. For example, they will need to be able to vote in presidential elections. 4. To Gain Self Esteem and Confidence While the self esteem movement often gets ridiculed, we do want our students to feel confident about their learning abilities. The problem comes in with inflated self esteem not based on reality. However, this is often cited as an aim of the educational system. 5. To Learn How to Learn Learning how to learn is one of the key elements of education. Schools need to teach students how to find information they will need once they leave school. Therefore, the specific subject matter being taught is not as important for future personal success as is the ability for students to understand how to find answers for any questions and problems that might arise. 6. Lifelong Habits for Work. Many of the lessons that schools teach are necessary for success in their students future lives. As adults, they will need to be able to get to work on time, dress and behave appropriately, and get their work done in a timely manner. These lessons are reinforced on a daily basis in schools around the nation. Some individuals see this as one of the main reasons for sending students to school. 7. To Teach Students How to Live Finally, some individuals look at school in a more holistic manner. They see it as the means towards right living for the rest of their lives. Not only do students learn information in their individual subjects, but they also learn life lessons in and out of class. As previously explained, proper work etiquette is reinforced in the classroom. Further, students have to learn how to deal with others in a cooperative manner. Finally, they learn about how to learn information they might need in the future. In fact, one of the things that many business leaders cite as being necessary for future workers is the ability to work as part of a team and problem solve.

Changes in family structure and modern family

Changes in family structure and modern family Due to its purchasing power, the family is believed as the most important consumers buying unit by many marketers (Dalakas Shoham, 2005). Therefore, a great number of previous studies have been done to understand how a family makes purchasing decisions over the years. As new social trends, the structure of family has changed dramatically in the past three decades in most countries in the world (Brace et al, 2008). The family is convinced as composing by parents and unmarried children in traditional mind. However, in the modern society, the definition of family has moved from only couple and children to family household. According to European Community Household Panel, a family household is a group of people who live together, share the bill and housekeeping arrangement (Askegaard et al, 2006). In view of most marketers, changes in family structures provide marketing opportunities. As the differentiation of the composition, families need and demand is diversified than before. Changes in family structure and modern family Family household types in modern society are diversified, such as single parent families, reconstituted families, unmarried cohabitation families, traditional families, couple with no children families and roommate family households. The reason of diversified family household type is that unmarried cohabitation, delayed marriage and delayed childbirth are trends for young people in the recent years. Furthermore, there have been increases in the proportion of the return of mothers to the workforce and the number of divorces and a decrease in the proportion of intact family unit (two biological parents and their dependent children). It is known that 76 per cent of UK children in 2004 lived in a family unit headed by a couple (UK Office of National Statistics, 2005). But, this official data does not differentiate families by couples who are intact or step parent. Also, it is acknowledged that 83 per cent of children in step parent families or single parent families live with their natur al mother (Brace et al, 2008). Therefore, most of single parent households are headed by females. Although the family types are diversified in the present day and age, intact families, step parent families and single parent families are three major types of composition for modern families. Haskey (1998) indicated there has been an obviously decline in the intact or traditional family household type and step families are more prevalent than single parent households. People are remarrying more often than before, and male is more likely to reconstitute a family than female. For example, step families are the fastest growing type of family in the UK (Mintel, 2005). There are totally 35 per cent British parents live as a non-traditional family unit. Concretely, 19 per cent of British parents are single parents. 16 per cent of British parents have children with ex-wife or ex-husband and now reconstitute families with new partners and the children (Mintel, 2005). Family structures have changed, which influence family decision making. Thus, some researchers argue that family communication has become more open and democratic (Belch and Willis, 2001). Particularly, the role of women has changed in the present society. The changes include education, increasing number of double-income families and the advent of career women. Further to say, these changes have impacted on family buying decisions and the role structure between family members. An increasing number of women are contributing to the incomes of their families and more women are motivated to succeed in their careers. For instance, nearly 60 per cent of women in New Zealand are employed in the workforce (Beatty Lee, 2002). This is much higher proportion than before. Some previous studies indicated that a persons power to make family purchasing decisions depends on his/her ability to satisfy his/her marriage partners needs (Beatty Lee, 2002). Therefore, the more a husband contributes to the resources of the family, the more the wife will accept the husbands buying decisions. In the same way, if the wife contributes significantly to the family income, then the wifes impact on family buying decisions would be greater than in families where the wife does not provide income to the family. It does not mean the person who contributes a dominant income to his/her family must accounts for the completely dominant position in the family buying decision making process. It is more likely that there is more equality in double-income families. Therefore, a wifes occupational status has an obviously effect on the family decision making. The prevalence of women working outside the home is not only because of the necessity to help the family in finance, but also because of the changes in social and cultural trends. Therefore, women obtain more power in some families which both family members will make decisions jointly. This type of family is more likely to be called modern family and it has a more democratic influence structure. In contrast, a traditional family has a more dictatorial husband and the decisions are made more autocratic. Family life cycle There are many factors influence family buying decisions. Despite the family type and womens role in the family, family life cycle (FLC) also significantly affects the family purchasing decisions. The family life cycle describes the changes that occur in family and family structures as they progress over time (Askegaard, 2006). The FLC shows the changes in both the family income and family composition over time. As the time passed, the needs and demands of families tend to change. Therefore, their preferences and behaviours will be changed. Families in similar stages of the life cycle share similar demographic, financial and buying characteristics. In contrast, families at different life cycle stages show different interests, needs and demands and use different communication strategies (Lee Levy, 2004). Childrens roles in family buying decisions Since 1990s, the growing awareness on childrens role is largely because of childrens steadily increasing impact on family buying decisions and increasing spending power (Caruana Vassallo, 2003; Dalakas Shoham, 2005; Fan Li, 2010). Many previous studies pointed out that children have became an extremely vital consumer group which influences family purchases of various products in many ways (Burns et al, 2007; Caruana Vassallo, 2003). Thus, many marketers recognize children as a primary market, an influencing market, and a future market. For example, children in the USA directly spent over $60 billion and influenced over $380 billion of spending by other members of their family per year (Chou Wut, 2009). In Australia, the adolescents market is estimated to be worth about $3.9 million, and in New Zealand the market size is about $800,000 (Wimalasiri, 2004). Therefore children are increasingly attractive targets for marketers. Children as independent consumer In the contemporary world, as primary market, children have increasing spending power in terms of being independent customers. They are seen as different from previous generations. Today, children are more connected, more direct and more informed. They have more personal power, more money, more impact on family decisions and attractive more attention than their parents and ancestors. Most of teenagers receive allowances from their parents or eldership. Also, a great number of adolescents have income from jobs. Past study showed 51.1 per cent of the high school students admitted that they get an allowance from family members in the USA and the median amount was $50 (Dalakas Shoham, 2003). Moreover, Chou Wut (2009) indicated children who between ages of 2 to 12 independently spent $29 billion per year by using their own money and further to say, they indirectly influence $320 billion worth of household purchase. Childrens influence on family buying decisions In addition, children are also major influencers within the family decision making unit. They attempt to and succeed in influencing family purchasing decisions. Several researches have shown that the childrens degree of influence in purchase decisions varies with the type of product (Beatty Lee, 2002). They have the most influence on buying decisions when they are the primary users of the products, for example, toys, games, and school supplies. They are also influential in purchase decisions about products which for all family members, for example, vacations, furniture, movies, and eating out. However, they have less impact on these products than in the products which they are the primary consumers. According to Dalakas Shoham (2003) reported, 34 per cent of nine to 14-year-olds acknowledged they influenced their parents purchasing decisions on videogame systems, 19 per cent affected decisions on vacation choice, 18 per cent have impact on stereo equipment, and 14 per cent particip ated the family decisions making process on computer equipment, VCRs, and televisions. Moreover, adolescents influence has been affected by the cost of the products on purchasing decisions. Their influence decreased for expensive family purchases. Furthermore, they have most influence as regards product type, colour and brand. One of the areas where children have the major impact is food purchasing decision. Food plays a vital role in family life and it is the main expenditure for most families. Children have most influence on the food and the meals which are easy to prepare. US studies have shown that in the major categories of food and drinks, playthings and clothing and TV programmes, children have an obviously influence (Chou Wut, 2009). In the UK, 84 per cent of parents said that their children decided what food to buy. 29 per cent parents admitted that their children impact on the choice of furniture. Even 20 per cent of parents said they like to listen to their childrens suggests about their own clothes when purchasing (Dalakas, Shoham, 2005). Also, through a survey, cable television networks in the USA found that children affected average of 43 per cent of total purchases which are made the decisions by parents. Further to say, mothers who shop with their kids normally spend 30 per cent more than they originally plan and fathers spend 70 per cent more (Caruana Vassallo, 2003). The ways and factors for children to affect family decisions Generally speaking, there are four different ways for children to influence family buying decisions. First, they hugely involve in affecting their parents to purchase products which they are the finally users. Second, older children buy the products which they want directly by using their own money. This money is received as allowances or salary. Third, children participated and affected their parents in family buying decisions making process for family products. Lastly, parents consult their childrens opinion for some of their own purchase. Therefore, children exert a certain influence on the overall family decisions. Children have more influence during the problem recognition and information search stage, but their influence decreases at the finally decision making stage. Their influence can be direct or indirect. Young children more tend to impact family purchases by directly asking. However, older adolescents may use various strategies to impact their parents decision making. Except the direct requests, they also take other actions like bargaining, persuasion, or using emotional strategies. A childs age is an important related factor of the childs influence on family decision making. Older children have fewer requests than younger children and their parents more tend to satisfy their request. The parents believe the older children have more experience with shopping and products, so they easily yield than before. Also, parents are convinced that their older children possess more understanding of economic concepts and have higher skills on shopping than younger children. Furthermore, childrens influence on family decisions is affected significantly by family type. Children in single parent families or one child families have more influence than others and the adolescents in modern families affect their families more obviously than adolescents in traditional families. The reasons for children influencing family decisions In the current era, family communication has become more open and democratic. Parents pay more attention to their children and spend more time to listen to their childrens opinions. These changes in family communication caused children can exert influence on family purchasing decisions making process. Furthermore, the influence of each child has increased because of the trends of smaller number of children in families. Because of the returns of women to workforce, most families economic status is in good condition. It not only means parents can afford enough money to satisfy their children request, but also pushes the children to take more responsibility for family decisions. This is because working couples have little time to make decisions and have to give their children more power. The analysis of implication for marketing There are many factors influence the children when they making purchasing decisions and shape their habits at the present. The top three influence factors are family, friends and media. All of them have outstanding impact on childrens shopping skills and behavior. In details, the family has been believed as it has the most influence on children in the purchasing process of food products, health care products and furniture. On the other hand, friends and the media play an extremely important role in affecting the discretionary purchase of the children. In fact, most of marketers consider the media as the most powerful affecting factor to impel the children to make purchasing decisions. They are convinced the television advertising is the greatest influence marketing communication tool. Moreover, previous marketing researches also suggested the companies to access the children seriously with child friendly amenities, colourful and playful displays and even credit cards (Caruana Vassal lo, 2003). In addition, it is known that most of children have low brand loyalty for most products. Because of their strong curiosity, they are easily to be attracted by original and distinct products. However, once they build the brand loyalty for one particular brand, they will be lifetime consumers for the brand. Furthermore, for the ethic thinking, the marketers ought to avoid displaying violent or pornographic pictures to children in their advertising. This is because children are not mature enough and cannot understand the meaning of this kind of advertising. Further to say, children very like to imitate what they saw. Thus, it is dangerous for children to access violent or pornographic advertising. For example, there was lots of news regarding that children did violent events after playing violent games, such as GTA, Counterstrike, or watching violent movie. An analysis of the situation of children in China Children in China have become the most significant target consumers for many marketers. This is not only because China has the largest population of children in the world, but also due to the fact that Chinese children have more economic power and influence in their families than children in other countries. Fan Li (2010) mentioned that there are 1,321.29 million people in China at the end of 2007. Among others, 19.4 per cent (about 256.60) are under the age of 14. This made China become the largest potential market. In the present China, children have more discretionary income compared with before and also exert a greater impact on family buying decision than other countries children. One couple one child has been a basic state policy in China for a long time since the early 1970s. Therefore, as the only child in the family, both parents and grandparents give most of their love and attention to the child. Even it caused a seriously problem raised in China, the Chinese children have been considered as being like Little emperors/empresses. A part of parents would like to satisfy their childrens each request as possible as they can. Due to the importance of Chinese children, marketers did many researches to seek the most relative information sources for Chinese children. Finally, they found that TV, parents, store visits and friends were ranked as the most significant sources to receive information for Chinese children (Fan Li, 2010).

parent teacher relationships Essay -- essays research papers

How often would you say you raise questions about what your child’s/youngest child’s teacher is doing to provide an education for your child? Have you done anything to get to know your child’s teacher or teachers? Have you done anything to get to know your child’s teacher or teachers? Have you done anything to help your child’s teacher or teachers get to know your child and his or her strengths, weaknesses, likes and dislikes? How well do you think you understand what is expected of you as a parent or guardian by your child’s teacher or teachers? Thinking about your involvement with your child’s school, would you say you feel like an insider or an outsider? Do you feel like you are a full partner in the process of educating your child, or would you say that your involvement in your child’s education is less than that? Students are usually given grades of A, B, C, D or F to describe the quality of their work .... [H]ow would you grade the school your child/youngest child attends? Are you a parent, guardian, or grandparent who is responsible for providing fairly regular parenting care for one or more children who are school age or younger? What grade or grades are your children in? How often do you attend parent-teacher conferences – all the time, most of the time, sometimes, seldom or never? Generally speaking, how productive would you say parent-teacher conferences are for you - very productive, mostly productive, only a little productive, or not productive at al...

Fragile X Syndrome Essay -- Health, Diseases, Mental Retardation

Background (576 words) The most common cause of inherited mental impairment is Fragile X Syndrome. Fragile X Syndrome is a mental retardation that affects social, learning and intellectual disabilities. It is a result of a change and mutation in a single gene, which can be pasted on to future generations. Symptoms arise when the mutated gene, FMR1, cannot produce enough of the protein, FMRP, that the body’s cells need to function. The symptoms can vary from each affected individual depending on how severe the gene mutation is. Fragile X causes symptoms such as intelligence and learning difficulties. Those who are effect normally have an IQ of 75 or less however this is more variable depending on gender, physical appearance, social and emotional concern, speech and language impairment, sensory problems and many other disorders that are commonly associated with Fragile X, such as autism. Learning and intelligence difficulties affects people who suffer from Fragile X ability to think, reason and learn which can also trigger other disorders for instance attention disorders, hyperactivity and anxiety. Males with Fragile X often show physical indications, which are associated with unique facial features such as wider foreheads and elongated ears, connective tissue problems and enlarged testicles, which is called macro-orchidism, (National Institute of Health, 2006). Graph 1 and graph 2 show the comparison of the symptoms shown by males and females. Graph 1: Males with the full mutation of Fragile X Syndrome (Raspa, 2009) Graph 2: Females with full mutation of Fragile X syndrome (Raspa, 2009) The incidence of fragile X is common among people because there are two classifications of it such as the full mutation and the pre... ...ymptoms associated with Fragile X. The scientists also manufactured mice that had a 50 percent reduction in mGluR5 as well as a deficient of the FMRP protein. It was found that from that group of mice, they presented less symptoms of fragile X, less signs of abnormalities in the brain and fewer signs of abnormal body growth (Bear, 2007). That same group of mice also displayed a considerable decrease in epileptic seizures. Although these discoveries sound promising there is also the issue of ethical controversy. Ethical controversy is the negative feed back from anti science protestors who are arguing that fact that scientists should not have to right to play ‘god’ and should let the course of nature figure it out. Advances in science are normally made before society can conduct meaningful ethical and moral discussions about these advances in medicine and disease.

Essay --

Thoreau’s Civil Disobedience 1. What conclusion can be drawn regarding the quote, â€Å"Government is at best but an expedient; but most governments are usually, and all governments are sometimes, inexpedient†? A. Government is the necessary evil that is merely convenient on the short run; however, a majority of governments are not beneficial toward the people and it fails to pertain to the service of the community. B. No individual should sacrifice their moral principles in return for unjust circumstances implemented amongst federal government. C. In a democracy, the most virtuous and thoughtful group are regarded their desires rather than the majority group. D. Thoreau illustrates the importance of asserting ethical principles, rather than government policy. 2. Which of the following would be the best example of a paradox? A. â€Å"He who gives himself entirely to his fellow-men appears to them useless and selfish; but he who gives himself partially to them is pronounced a benefactor and philanthropist.† B. "A drab of state, a cloth-o'-silver slut, To have her train borne up, and her soul trail in the dirt." C. â€Å"..to speak practically and as a citizen, unlike those who call themselves no-government men† D. "I am too high-born to be propertied, To be a secondary at control,† 3. What conclusion can be drawn on Thoreau’s perspective of soldiers? A. They are symbolic heroic figures that participate in ethical principles. B. They comply to government laws in order preserve the services we enjoy today. C. A product of the government that doesn’t exercise moral sense. D. The good citizens of our nation that are predominantly responsible for the freedom we are granted. 4. Which of the following would be a best example of ... ... with their bodies.† D. â€Å"In their practice, nations agree with Paley; but does anyone think that Massachusetts does exactly what is right at the present crisis?† 14. What statements support Thoreau’s interpretation of â€Å"Civil Disobedience†? A. He interprets â€Å"Civil Disobedience† as a willful resistance to disobey hypocritical laws implemented by the government. B. The Emancipation Proclamation of slaves in 1862 C. Making amends with former adversaries/rivalries D. Establishing the most desirable government with extreme regulations and laws intact. 15. What motive is there in Thoreau’s theories? A. To establish an idea of how individuals should generally behave within our society. B. To persuade the readers to rebel against the United States C. To inform readers about the injustices of the Mexican War. D. To inform readers about the injustices of slavery

Positioning Background Essay

Beginning of Positioning Positioning term This is awkward. Why not â€Å"The term positioning†¦Ã¢â‚¬  started in 1972, when Ries and Trout wrote several articles about â€Å"The Positioning Era† for the trade paper Advertising Age. It because ? familiar when more than 1000 speeches have had been given about Positioning among 21 different countries around the world to advertising groups. In addition, more than 150,000 copies of the â€Å"little orange booklet† were distributed which reprints the Advertising Age articles. (The Battle for your mind, 3) This paragraph has awkward wording. Also, check your tenses. What does Positioning Mean Many authors, professors and experts came up with the meaning of positioning; despite their differences they all have the same meaning. According to Ries and Trout (date) Positioning is not what you do to a product, Positioning is what you do to the mind of the prospect (Book). Explain further. Similarly Jack Trout defines Positioning as to know how to grammatically wrong differentiate yourself from your competitors ( Paper). While Kotler (date) mentioned in his book as is the way that consumer defined the product on important attributes and how the place of produce in the consumers’ mind relative to competing products. (Armstrong & Kotler page 185)   This entire sentence is confusing. Rephrase it or break it down into several sentences so the idea can be better understood. after reviewing other authors definitions , we came up with our own definition so we can describe positioning as creating and designing a remarkable place in the market for certain product to be kept in the target market’s mind in order to increase or maximize the potential benefits. (Orange book, 172), (Red Book, 237), (Kotler Book, 310) There are missing articles here. Check grammar. The content is good and the idea is presented well enough. Importance of Positioning Going through several researches and books about Positioning strategy has shown how this strategy is playing an important role in the marketing. Implementing Positioning method gives the reason to buy your product rather your competitors’ product as Trout mentioned in his article (You have to tell your story as to why you are different or better). (The business Time Singapore) Another role of positioning is that, if a company does a great job pf positioning the market will not get confused and it would be much easier for the company to do the rest just by taking it from the positioning strategy such as the marketing planning and differentiation.(Kotler Book , 310)In addition, positioning really help the companies to produce differ and unique product from current and potential competing product, which can attract the target market in a positive way. Beside that, although there are continuous stream of advertising, customer would accept only the product that stuck in their mind due to knowledge or experience http://www.quickmba.com/marketing/ries-trout/positioning/. Also, concerning to the main point of positioning which is based on differentiation as Ries and Trout view it as a creative strategy must be taken for an existing brand in an overcrowded marketplace. . ( tree book , 193,194)   Check nouns that have to be pluralized. Grammar is wrong in certain sentences. Also, the first sentence is very confusing. Try breaking the ideas down into different sentences. Being successful is very easy when the product is well known and has a significant place in the market, while it could be very difficult if there is no major a little difference between the products. Therefore the succeed of firm’s positioning efforts is really very important. ( tree book , 193,) , This is similar to what is mentioned in to Trout & Al Ries book ( The Battle for your mind) , which is the easiest way to get into the consumer’s mind is to be the first , while being the second is nowhere.( The battle for your mind /19,21) Positioning Steps There are several steps to be followed in order to use Positioning strategy , which is mainly not about create new product , but its about manipulate with what’s already up there in the mind.( The battle for your mind , 5). But positioning steps can differ from author to author, as a result of that positioning step for two different authors will be explained below in order to came up with the summitries and difference: Walker & Boys Positioning Steps Walker and Boyd subtract the main steps from Ries and Trout books, articles. So any company who wants to reach the required position for its products and evaluating the new strategies for positioning a new entry, there are 8 steps outlined should be follow. These steps can be followed are very applicable as it can be use for product and service in any area. Here are the steps below: Identify a relevant set of competitive products: In this stage, marketers should make a positioning analysis, which means knowing the customer‘s opinion about certain products that can satisfy their basic needs and knowing our product’s competitors. But in order to know the products position in the market, marketer should use the positioning map (It called sometimes the perceptual map, its an excellent tool to know the brand position very well, it shows the position of new product with its competitors) which was the idea of Richard A. D’Aveni that came up several years ago. The market research is very necessary in this stage in order to get customer perception of the new product concept comparing with the same produce that have the same attributes. http://www.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?articleID=R0711G&ml_action=get-article&print=true Here is the example of positioning map: Two suggested criteria are used in order to make the judgment and the criteria are Fast delivery, limited or wide choice and comfortable environment. Then several brands are used in the map regarding how it position in the consumers’ mind considering the criteria. For example of that MacDonald is position as the fastest delivery service but limited choice unlike Caff Nero. This doesn’t mean that certain brand is better than another, it’s just that each brand is different and has special attributes. http://media3.bournemouth.ac.uk/marketing/10branding/05position.html Identify determinant attributes: Basically, positioning is really based on several attributes .But theoretically the consumer’ choice can be influenced by a small amount of features or benefits, because the greater number of features use for positioning a product, the greater the chance of confusion or even disbelief will be according to Trout & Al Ries (if you try to be all things to all people, you wind up with nothing). So, narrowing the focus of your expertise would be better in order to establish a unique position as specialist. (Battle for your mind, 195) However, using one or more features for position a product would really make the consumer recognize to attach that features with the product .So, the main attributes are: Features: It’s mainly used for physical product like the fastest or quietest product. Benefits: It’s the same as features which means it related to the product in direct way such as Volvo’s known on its safety and durability. Price/Quality: as Wal-Mart position itself as the lowest price seller of quality product and it has been very successful with that. Country or Geographic area: which means the product name include the name of country producer such as French wines and Russian Vodka. Determine consumers’ perceptions: In order to create perceptual map, marketers use several tools to collect and analyze customer’s perceptions about competitive positioning of alternative products used as Multidimensional scaling (MDS) which refer to several statistical techniques that are usually used in data visualization in order to identity the similarities and differences in data. While the Discriminate analysis it’s a statistical technique that used in marketing when there is only one dependent variable but several independent variables, it looks at the responses to the questions asked about the product attributes and underlining dimensions. http://www.indopedia.org/Discriminant_analysis_(in_marketing).html http://en.wikipedia.org/wiki/Multidimensional_scaling In this stage, the attributes should be identify by analyst in order the consumers use it to evaluate the product and service in the same category. Then, determine the best attributes that have been chosen by the consumer among all the brands. Therefore, this stage basically is about how the consumer’s positions the competitors in the market. Analyze the intensity of a product’s current position: Some brands might be recognize by consumers , while the others are not exits in the consumer’s mind .As a result, unknown brand would defiantly not occupy a position in the consumer’s mind. So, in order to acquiring an intense position, the first thing to do is building a brand awareness which must be associated with some concepts relating to the purchase decision strongly. But to reach an intense position, you should develop the relationship between the brand and few numbers of attributes. However, there are some chances that brand can gain a positioning intensity like when there are limited brands control certain a product in the market and consumer’s minds, so it’s not wise to competing head –on against the leaders on the basis of attributes by competitors because it’s not effective regarding Al Ries & Trout in their book (If you proposed position calls for head-to head approach against a marketing leader, forget it. Its better to go around an obstacle rather than over it . Back up .try to select a position that no one else has a firm grip on). A better option is to focus an attribute prized by member of given market segment such as targeted women and young families by Ford Windsatr minivan, as it has been introduce since 1994 with a successful advertising campaign which really helped to compete the leading minivan seller Dodge Caravan.( The Battle for your mind , 195) Analyze the product’s current position: In order to know if the brand occupies a strong position on particular attributes, marketer should make a lot of marketing researches and analyze by using some techniques such as Multidimensional scaling, discriminate analysis and perceptual positioning map. The perceptual positioning map would really help (see appendix 1) as a small distance between two brands shows that brands are considerable alike while the greater distance refer shows brands are being very different. So, the intensity of competition between the brands alike is much greater than the others. But always try to position your product in an empty space, being the first is the easiest way to get into a person’s mind due to Ries & Trout. (The battle for your mind, 19) In addition, the perceptual positioning map provides great information about position opportunities such as launching new brand or repositioning. It could be done by finding an empty space in the map which shows no store is exiting or located currently. But finding space or gap empty might be regarding couple reasons like technical constraints which will be impossible for any brand to attain. Determine consumers’ preferred combination of attributes: This stage is mainly about what are the most important attributes for consumers, so there are many different ways the analyst can be use to measure the customer preferences and make them involve in the positioning analysis. For example of that survey which can be answer by the consumer to know their opinion of the ideal product or brands within a product category. So, respondents can know what consumer wants by rating the ideal product and exiting products on number of attributes. Other option is not only to rate the similarity between couple of brands available in the market but also explain their degree of preference for each. For both cases the analyst, who use the suitable statistical techniques, will defiantly know where to locate the respondents, ideal point relative to the position for different available brands on the product space map. Define market positioning and market segmentation: To well define the market segmentation, the difference in the seeking benefits by different kind of consumer should be considered. Because regarding the difference of ideal point by consumer, reflects different benefits they seek. So, the market positioning analysis can defiantly classify the differences between the market segments and the unique position for different brands. If the consumer’s ideal point divided in two or more location on the product space map, it considerably defines each as different market segment. According to the analyst is that each cluster represent by circle the induce most of the ideal points for the segment and the size of the circle shows the relative proportion of customer within a particular segment. So, by knowing the customer preference in different segments together with the awareness of the existing brands, analyst can figure out three things like how strong is the competitive between different brands in different segments, the intensity of the competition between brands in a given segment and the great chance for getting a differentiated position within known target segment. Select a positioning strategy : In the final stage, where it comes to answer the question where should certain company position a new brand or repositioning, so there are two things should be based one choosing the strategies which are market target analysis and result of market positioning analysis. When choosing the position, it should match the preferences of specific market segment and considered the positions of current competing brands. Other aspects should be considered also such as the attractiveness for target market, strengths and weakness of competitors as well as the required cost to maintain these positions. There are seven different positioning strategies, which can be chosen based on how to reach its marketing objectives: Monosegment positioning: It’s about produce a product and makes a special marketing program to the preference of a single market segment. This strategy considered as an advantage for the brand within the target market, but it won’t gain a lot of sales in other segment. The best use of this strategy with mass marketing. Multisegment positioning: This strategy produces a product that attract different consumer from different segments. The features of this strategy are very attractive as its offer higher economies of scale ,smaller investment requirements, avoid dispersion of managerial attention .The best use of this strategy when the individual segment are small. Standby positioning: it’s not a wise to switch of using Monosegment and Multisegment, so using several brands that each one positioned to serve only one segment’ needs, although if it increase the total market share. So, there is a possibility to use Monosegment strategy when they have to do so. Therefore, standby strategy is prepared plan that include product specifications, product attributes as well as details for the marketing program which will be used for new product position   . Imitative positioning: It’s the same as the head on strategy, where a new brand position itself the same as or slimier of it competitors. Using this strategy can be suitable sometimes, when a new brand’s firm has distinctive advantages beyond positioning such as better access to channels of distribution. Anticipatory positioning: It’s considered as evolution strategy that can match the segments’ need. Its appropriate when new brand doesn’t not expect a fast acceptance and popularity. Adaptive positioning: It can be used in certain period in order to reposition the brand to satisfy the new segment’s needs. Defensive positioning: when a company occur strong positioning in the market with a single brand , it uses its completive   strategies and introduce a new additional brand in the same position and segment. David & Aaker Positioning steps: Regarding David A. Aaker & J. Gary Shansby , professors of marketing at the University of   California , they have introduced six steps for developing a positioning strategy : Identify the competitors : List the competitors in number of ways in order to have primary and secondary groups of competitors. For example of that grouping other diet cola drinks, all cola drinks, all soft drinks, nonalcoholic beverages, all beverages. Another way is the development of associations of product with use situations, such as asked about the appropriate beverage for the snack, then asked more specific question in order to have a list of use beverage resulted. Also, the other group will be asked which beverage is suitable for which situation, and the beverage that ranked as for the snack, it will be compete primarily with the appropriate beverage for the snack. This would really help in knowing and identifying the competitors although the market research is not used. Determine how the competitors are Perceived and Evaluated: In this step the buyers are the main resources as they are the target market, so for example the first question will be to identify the two most similar brands from a set of three competing brands and the reasons for being this two similar and different from the other .Next, respondents would be asked which of the tow you prefer and why. After that, using logic, judgment or factor analysis in order to remove all the extra points from the list. The final step is to identify which brand is the most important to respondents. Determine the competitors’ portions: In this stage, we are going to know how each competitor include our entry position itself in the market with the respect for each other. Multidimensional scaling can be used because its purpose is to scale objects on several dimensions. So, simply to ask a group of our target market to scale the various objects on the product association dimensions. This is the same as the perceptual map, even though it has some major disadvantages such as unfamiliarity with some brands, difference among respondent. Analyzing the customers: Understand the customer and know how the market is segmented would really help I knowing how to choose the best positioning strategy. Of course there are many questions should be asked in our mind such as what is the behavior of our target , how the product’s role play in the customer’s lifestyle †¦etc. A very important approach for segmentation is benefit segmentation which refers to the benefits of product or the product association that customer believes how it’s important. So, in order to know the rate of product association, customer can be asked to know their judgments or their point of view about the ideal brands which will be combination of the entire customer’s preferred product association. Customers are then will be divided as group defined by product association. However, having different group would really help to ask each group what they like about it the brand and how they can describe it. Then , the result will show if it need an improve for the brand’s image by more understating for the lifestyle of segmentations, behavior, income and many other things in order to target the segmentation well. Making the Positioning Decision: There are four steps should be considered before taking the actual positioning decision: Positioning usually implies a segmentation commitment: which means that before the decision is made, the commitment in focusing on certain segments should be made in order not to turn back on to seek potential buyers as well as not be constrained by the reaction of other segments. An economic analysis should guide the decision: basically, there is tow factors should be depending on the potential market size X the penetration probability. Attracted a sizeable segment by a positing strategy is considered as one implication for the structure. In addition if group of customers are attracted to there brand, it should have worthwhile market share to begin with. Also, if new buyers attracted to the product class, an assessment should be done to the potential size of that growth area. If the advertising is working stick with it: having a good advertisement campaign that can represent or reflect the brand image as it required is the key of good advertising , no matter how long it has been shown because the value of consistency through time cant be overestimated. Don’t try to be something you are not: sometimes it’s tempting to decide on a positioning strategy that exploit a market need or opportunity, but assume your product is something its So, test the product in order to ensure it deliver what it promises and compatible with a proposed image. Monitoring the Position: the positioning objective should be measurable like any marketing objectives, therefore in order to evaluate the positioning and get information about future positioning strategies, it’s very essential to monitor the position consistency. For example of that Hamburger Helper used personality test. Compare between 2 authors Even though Trout & Al Ries are the main founders or creators of Positioning, they did not write about specific steps for Positioning, but others professors and authors extract the steps from their articles, books and lectures among the years. So, there are different number of steps are mentioned by different authors, but overall they aiming for the same purpose. So, a comparison will be made between Walker and Boyed (W &B) & A. Aaker and J. Gary Shansby (A & J) in order to clarify the similarities and differences. First of all, as can be seen from the report above that W &B mentioned or talked about 8 steps for using Positioning strategy, while A &J summarize their steps into 6. Both W & B and A & J talked about Identifying the competitors, which A &J mentioned it in both step 1 and 2, the first step is where to list the competitors while in the second step knowing the consumers opinion about the competitors’ products. But, W & B instead of that recommend to use the perceptual map in the first step as it in order to know the product’s position regarding its competitors. In addition, W & B recommended to use the perceptual map in the first step to know the consumer’s opinion about certain product that similar to yours based on two suggested criteria. Using the perceptual map is very informative as it shows our competitors, beside that the consumers’ opinions about them by rank them in different places. Both if them W & B and A & J talked about the same point in the step three which is Knowing the competitors position in the market, although each one talked about using different tools as A & J recommend to use Multidimensional scaling and W & B recommended to use Multidimensional scaling and Discriminate analysis to create the perceptual map. They recommend to use the Discriminate analysis when there is only one dependent variable but several independent variables. However, step 4 for A & J is about Analyzing the customers, while for the   W & B they talked about it in steps two, six and seven. Al though their are different in title but it has the same purpose which is knowing what customer preferred attributes for the product in order to provide it in the product. A & J not only use this step to know customer’s preferred product association but also use the consumer’ answers or result to improve the product’s image. The same thing for W & B but they use the result for getting better differentiated position within known target segment .Also, W& B recommend to use different tools to be involve in the positioning analysis such as surveys in order to know the consumer’s ideal brand attributes. As for the step four according to W & B its Analyze the intensity of a product’s current position, this is also mentioned by A & J in step six but not in details because they focus more in monitoring the position in the future. Both of them talked about evaluate the position of our product and how strong the position is regarding the competitors. In addition W & B gave some solutions in order to acquiring an intense position. On the other hand, the final steps for both of them are quite different as W & B talked about several different strategies that should be chosen from based on how to reach its marketing objectives, while step 5 for A & J is giving the process for how to take the positioning decision considering many other aspect in order to choose the right and most suitable strategy as they don’t consider choosing the strategy as a step because I think following all the steps they mentioned would make the strategy choice much easier. Hotel Positioning    Hotel considered as any product or company that aims to attract customers, by position itself in the right place. Having a unique market position would boost the market share. Therefore, the argument here is how to make the travelers to book our hotel rather than other’s properties, which is known as market position. The Hotel position must provides several attributes that guests needs and wants. There are two perspectives can be evaluated the hotel brand’s position which are the brand’s management and guest. First the brand’s management should have several concept or plan of the hotel’s intended position and what it will offer to be different than its competitors. As for the guest, the hotel should provide what it does promise. http://www.allbusiness.com/marketing-advertising/segmentation-targeting/537095-1.html However, to establish new hotel brand there are many questions should be answer such as what position you already own due to overcrowded society with very strong hotel brand like Sheraton, Hilton†¦etc. So, it’s very easy to work with other brands out there during the positioning strategy according to Trout & Ries (The battle for your mind, 193). This means, knowing how people in the UAE see Al Dar and try to apply it in the hotel rather than taking other places because it would be very hard especially who has a very long history in the hospitality industry. Review Don’t use â€Å"So† to start a sentence. Check your subject-verb agreements. Your sentences are mostly too long. Although you clearly have a good grasp of the content, the presentation is confusing. Don’t try to cram all your ideas into one sentence. The citations are not MLA style. Check for missing articles and for misplaced articles. Some wordings are awkward and need to be revised. Although the outline and the flow is clearly well thought out, you need to be more academic in your writing. Don’t shorten your words. Use â€Å"It is† instead of â€Å"It’s†. Where you are more comfortable using simpler words, do so. Avoid double negatives such as â€Å"doesn’t not† Grammar is badly in need of editing. There are a lot of unnecessary words that just make the lengthy sentences confusing. Instead of using â€Å"For example of that† why not â€Å"An example of that is†¦Ã¢â‚¬  Say â€Å"with respect to† not â€Å"with respect for†. An â€Å" ‘s† indicates possession or ownership while simply adding an â€Å"s† indicates plurality. There are a lot of instances wherein the two are confused for each other. Check the verbs. Know when to use gerunds and know when not to. â€Å"Cant† is different from â€Å"can’t† There are instances where â€Å"there† is used when it should be â€Å"their†. Also check for missing linking verbs. The paper gives the reader the idea that the author understands the concepts very well. However, it does not give the reader much insight as to what those concepts are. One can easily get lost in the long sentences. The grammar and tense problems also add to the confusion.

Advantage and disadvantage of Budgeting

â€Å"Budgeting is ok in a certain environments but everything changes so quickly that budgeting is a waste of time. It provides no useful purpose and is purely an academic exercise†.â€Å"Traditional budgeting wastes time, distorts decisions, and turns honest managers into schemers. It does not have to be that way- if you are willing to sever the ties between budgets and compensation†.While discussing and making an evaluation of these statements, understanding of advantages and disadvantages of corporate budgeting is very important.This understanding is followed by the perceptive of Budget, its need and its pros and cons (advantage/disadvantage). In such term, raised questions are respectively ‘what is budget’, ‘why budget’ and ‘objective of budget’. (www.tuliptrees.com)Critical Discussion of the StatementWhat is Budget?Budget is taken as the most fundamental and the most effective financial management tool available. Nevertheless , it is an absolute time taking activity if performed correctly. It is also considered as an arduous work. But budgeting is important and beneficial†¦there are many reasons that make budgeting a good deal. (www.tuliptrees.com ) (Journal of Performance Management, 2005 by Nolan, Gregory J)Why Budget?Budget plays a very important role in planning, control and evaluation of operations. It provides a vehicle for translating programs in financial resource programs. (www.awesomelife.com )Advantages of Corporate BudgetingPlanning- It forces organization to plan to the fore and analytically anticipate the future.Maximum managers deal with a very eventful schedule and tough official activities.This prone those to avoid formalized planning unless budgeting is part of their job. If a formal plan of attack is created, it allows managers or individuals to focus on problems before they actually occur. Daily operating interruptions are therefore decreased, due to knowledge of possible problem s; they generally initiate corrective actions, rather than imprudent solutions. (Journal of Performance Management,   2005   by Nolan, Gregory J)Organizing- A proper budgeting places   economic and human resources in the most financially rewarding areas and making managers aware of any scarcity of resources.Controlling- It examines variances from conventional targets (i.e. differences between actual and budgeted) and takes counteractive actions. Actual presentation can be compared against budgeted amounts, giving managers an insight whether operations are meeting expectations or not.If scarcities arise, corrective actions can be implemented to bring the operation back on target. Specific areas can be identified and investigated. (www.methodist.com, www.awesomelife.com )Coordinating- a proper budgeting is very useful in formal harmonization, as it helps system managers of different functions to operate in various directions and to work for the profit of the company.If everybody concerned sticks to the formal plan adopted by a budget, they become aware of where the enterprise is heading and ensures that it stays on track. In a large company, operations are normally divided into different departments and under the accountability of different managers.To attain overall objectives, close coordination of activities is a necessity. The problems that could arise from a lack of coordination are massive. (Budget Basics)When a budget for the overall organization is in place, every department knows where they fit into the overall plan and can be expected to work towards it. Thus budget brings a harmony, which is very important for the growth of any company. (Management Accounting Summer   By David E Stout,   summer2008)Communicating – Budget helps in exchanging information concerning goals, ideas, and achievements. It also grows necessary interaction and develops an awareness of how each of their activities contributes to the firm's overall operation. (Bu dget Basics)Motivating – Corporate budgeting acts as a catalyst for managers of the enterprises and motivates them to work hard. It also helps in maintaining an enthusiastic attitude among them towards their jobs. It can be achieved by realistic goals and the thrill it gives when such goals are met or achieved. (Management Accounting Summer By David E Stout, summer2008)Budgeting PlansThe book ‘Budgeting Basics and Beyond’ says that budgets are prepared in two term plans. One is short term plan is another is called long term plan. (Budgeting Basics and Beyond by Jae K. Shim, Joel G. Siegel, pp27,28,29)Short term plan- these plans are typically one year plan. Nevertheless, few plans are for two years and few are just week or month long plans. These plans examine cash flow, expected earning and other expenditures. These plans basically rely on internal information and tactical objectives. Structures of such budget plans are predictable, fixed and persistently determ inable.These are based on strategic plans and concerned with existing markets and products. Short term budget area covers – product, service, department, territory, division, project and functions. These are usually expressed on a departmental basis. (Budgeting Basics and Beyond by Jae K. Shim, Joel G. Siegel, pp27, 28, 29)It includes sales, manufacturing, marketing, management, research and consolidation plans. Short term planning generally involves lower grade managers in providing inputs. In making of such budget plans, the line manger supervises and includes data in the making of long term budget planning. (Budgeting Basics and Beyond By Jae K. Shim, Joel G. Siegel, pp27, 28, 29)Long Term Planning- This is normally of a broad, tactical nature to accomplish objectives. This plan is usually five to ten years long (even more in few cases) and looks forward for the futuristic up-gradation of the company.This considers economical, political and industrial conditions too. These are formulated by upper management of the organization. They deal with products, markets, services and operation. Long term planning boosts sales, profitability, return on investment and growth of the organization.These plans need constant revision for the input of new information. It covers all major areas of business including manufacturing, marketing, finance, engineering, law, accounting, and personnel. Planning for such areas should be matched into a wide-ranging plan to achieve corporate objectives. (Budgeting Basics and Beyond By Jae K. Shim, Joel G. Siegel, pp27, 28, 29)This is taken as a combination of operating and development plans. This plan should specify ‘whet is the need’, ‘who needs it’ and ‘when it is needed’. Its responsibility should be assigned to segments.Goal of long term planning includes market share, new business areas, new distributive channels, cost reduction, capital maintenance, and risks of cost reduction.Features of a good long term planning include flexibility, motivation, measurability and compatibility. These planning’s are intended for growth of the organization, product development, plant expansion and financing. (Budgeting Basics and Beyond By Jae K. Shim, Joel G. Siegel, pp 27, 28, 29)Long term budget planning is believed to be details of accomplishments of strategic plans. It incorporates evaluating alternatives, developing financial information, analyzing activities, allocating resources, manpower planning, finance analysis and production planning.Time period for a long term plan depends on the time required for the product development, life cycle of the product and construction of capital facilities. Long term planning offers more alternatives in the comparison of short term planning.It is more effective when there is greater uncertainty in economy and business environment. Nevertheless, planning of short term budget is easier than long term budget, as a long term budget de als with greater uncertainties. (Budgeting Basics and Beyond By Jae K. Shim, Joel G. Siegel, pp27, 28, 29)