To Kill a Mockingbird Scouts Maturation free essay sample

Maycomb County. â€Å"When we returned home I advised Jem we’d truly have something to discuss at school on Monday. † (p. 130) represents this. Another indication of Scout’s turning out to be progressively experienced is the point at which she figures out how to settle. On the off chance that you’ll surrender the need of going to class, we’ll continue perusing each night similarly as we generally have. † (pg. 41). She traded off with Atticus that if she’d continue going to class, he’d continue perusing to her at home. Scout appears to make the greatest strides in her inward procedure of development towards the finish of the book. As the book finds some conclusion, albeit never expressly stated, we as the peruser see that Scout starts to comprehend the imagery of the mockingbird, which never really hurt anybody at the same time, â€Å"Only sing their hearts out for us. † (p. 119). She begins to understand the â€Å"mockingbirds† who were all around her, kin who never really hurt anybody yet were by and by annihilated the normal idea of man, individuals like Tom Robinson and Boo Radley. We will compose a custom paper test on To Kill a Mockingbird Scouts Maturation or on the other hand any comparative theme explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page Her last and greatest advance in development is the point at which she steps onto the entryway patio of the old Radley place with Boo. She has discovered that the underlying judgment of individuals is commonly off-base. Likewise, when she steps onto the yard, every last bit of her unique contemplations about what boo's identity was washed away with another point of view that he was one of the most delightful and boldest individuals she had ever met. Toward the start of the novel, Scout is an egotistical and youthful young lady. All through the term of the book, we see her develop and bloom into a young lady. She does this by viewing her general surroundings and building up her own feeling of good and bad. Her condition, the town of Maycomb, constrains her development procedure to accelerate quicker than she’d like. It likewise drives her to learn intense life exercises at a youthful. She presently comprehends the savage idea of bigotry and the genuine idea of men.

The Discursive Management of Financial Risk Scandals Case Study

The Discursive Management of Financial Risk Scandals - Case Study Example Hamilton (2003) ascribed Enron’s inability to a culture of vanity that drove the general public by and large and financial analysts in explicit to purchase the possibility that it had the ability to deal with complex corporate dangers in a fruitful way. Accordingly, Enron’s corporate culture was less worried about propelling the morals of regard and genuineness. These significant qualities were disregarded in a deliberate procedure which saw the firm move its concentration to the precept of subsidiarity and boost of benefits at any expense. By keeping each Enron division self-sufficient from the others, Hamilton (2003) noticed that the monetary controllers and their nearest interior partners just knew about the master plan of Enron’s budgetary position. I concur with Hamilton on the explanations behind Enron’s defeat. This is particularly evident thinking about that overreliance on decentralization by a huge organization in a domain where there are insufficient operational and monetary controls is ordinarily connected with disappointment. Also, the apparently redirected, hands-off organization board including the director was a formula for money related disappointment, as they couldn't start sufficient balanced governance on the official chiefs, for example, Skilling (Ailon, 2012). As a result, the bookkeeping staffs, reviewers, and friends legal counselors similarly flopped in their commands. In the end, the company’s complex money related records turned out to be so befuddling to people in general, the investors and even the turn specialists, henceforth the disappointment. Regardless of Enron’s sensational move to officially concede chapter 11 of every 2001, the disappointment didn't happen unintentionally. As per Temple (2014), there were a few presuppositions to the occasion including a business culture that generated covetousness and trick while keeping up corrective worth as opposed to genuine worth. Following theâ merger, the company’s resources colossally extended to a degree that it was positioned seventh among the best ten American organizations as far as income. Dealing with the enormous resources ordinarily doesn't need any type of dangerous ventures and distortion of budget reports as Enron did before its collapse.â

Apsyntehesis Essay Samples - Analyze Politics Like a Psychoanalyst

Apsyntehesis Essay Samples - Analyze Politics Like a PsychoanalystApsyntehesis is an introductory course in political philosophy and the author Dyson has put together some sample Apsyntehesis essay samples that can be very helpful in helping you to grasp the concepts and principles of Apsyntehesis. Each of the twenty essays available will focus on one of the main ideas in Apsyntehesis: The source of all violence is desire. In a bit more detail, they will explore the link between psychoanalysis and politics, the process of identifying as a political subject, and the concept of the 'crisis' in political thought.The source of all violence is desire is generally referred to as Ayn Rand's philosophy of Objectivism. Objectivism is basically a series of philosophical theories with different underlying frameworks, but a common thread through them all is that it is a view of how a free person should act. As a result, there are three different frameworks, and each is based upon one or more of these three central theories: the theory of self-interest, the theory of self-interest combined with a concern for society, and the theory of self-interest combined with a concern for the individual. And each of these three frames has been incorporated into Apsyntehesis by Dyson.One of the basic questions that has a clear answer in Apsyntehesis is why there is such a large range of self-interest choices in modern society. We can do what we please, but at the end of the day, we really don't have much say over what others do. On the other hand, we do have some say over what others will do, and some say over what others can do. And those two are exactly what this book is about: Self-interest, with a view towards society and the private individual.It's also important to note that every essay is written from a psychoanalytic perspective. As a matter of fact, almost all of the Apsyntehesis essay samples you will find online can be easily categorized into two major schools of psychoanalyti c analysis: British and German. The first school, known as British school, is concerned primarily with political philosophy. This school generally teaches that human beings are essentially self-interested, and that one cannot transform the nature of that self-interest, which is ultimately harmful to the individual. On the other hand, the German school emphasizes the psychoanalysis of the individual, and considers the mind as the key to understanding the motivations of the self.So, even though the analytical approach is completely different from one school to another, both schools do agree that there is an idea that is common across all these different schools: the idea that the world we experience is an effect of a central cause. This idea states that the root cause of the root causes of all the complexities of the world we live in is the desire for autonomy. What's interesting is that this same concept can be used to explain why people make so many mistakes in their everyday lives. What if the root cause of all the negative results of these mistakes were a desire for autonomy?It seems to me that this realization has opened up the door to all sorts of problem solving scenarios and possibilities. That's why I call Apsyntehesis a book about problem solving in a hypercapitalist, virtual reality, and isolated capitalist society. In short, the book is about how to improve the human condition in order to escape the unsatisfactory existence we're currently living. But also, it's also about the necessity of freeing ourselves from the all the bad effects of our modern society.To sum it up, Apsyntehesis is a book about analysis of political issues. It's about how we define who we are, and where we are heading, and what we can do about it. Overall, Apsyntehesis is a book about psychology and it's goal is to change the way you think about what it means to be a human being. So, if you want to think about an analysis of a political movement, then you definitely need to read Apsyntehesis.

Analysis of Spike Lees Do the Right Thing Essay - 1420 Words

Director and actor Spike Lee presents his truth about race relations in his movie Do the Right Thing. The film exhibits the spectacle of black discrimination and racial altercations. Through serious, angry, and loud sounds, Lee stays true to the ethnicity of his characters, all of which reflect their own individualism. Lee uses insulting diction and intense scenes to show how severe racism can lead to violence. The biases reflected through Do the Right Thing model those of today which has kept society in a constant feud for so long. In Oprah Winfreys dynamic episode, The Color of Fear, Mr. Mun Wah projects his strong opinion when he states, . . . that racism is still going on today, that weve got to stop to hear the anguish†¦show more content†¦In the scene described by the previous paragraph, racial stereotyping far surpassed the feeling of discomfort that many people do not want to deal with. A milder scene of a white man trying to pass through a black neighborhood demon strates racial problems also. The egotistical attitude of the white man calling the black kids Mo and Joe Black ignited the teens to hose down and ruin the car. Mr. Mun Wah comments, I think racism isnt just about giving out racial epithets. I think its about what we dont say and what we dont see.(The Color of Fear, 3,4) Every ethnic group had their own name for each other. The three unemployed black men sitting on the corner had their own offensive name for the Koreans across the street, and the Koreans referred to the policeman with their own twist of insults. Even today the racial jokes, either out of jealousy or anger, continue to be told. Lee showed how something so insignificant could plummet into a deep problem. Lee also taught his audience that the stereotypes in his movie are all said in a habitual manner. The characters, like people of today, use common slurs out of habit. James Baldwin states his view on the subject, I imagine that one of the reasons people cling to their hates so stubbornly is because they sense once hate is gone, that they will be forced to deal with the pain. Perhaps people stereotype to block away the nuisances they so clearly think they can live without. In order to stopShow MoreRelated Analysis of the Spike Lees Movie Do the Right Thing Essay533 Words   |  3 Pages Analysis of the Spike Lees Movie Do the Right Thing For my shot analysis I chose a shot from the Spike Lee Movie Do the Right Thing. This is the second shot following the climactic riot scene. It features Da’ Mayor and Mother Sister reacting to the hellacious events of the previous night. The block was just devastated by a melee that broke out because the police killed Radio Raheem after he and Sal got in an altercation that was triggered by the volume of Radio Raheem’s boom box. Though at aRead MoreEssay about When the Levees Broke Rhetorical Analysis1621 Words   |  7 PagesChase Caldwell Professor Gwaltney English 1102 14 March 2013 When The Levees Broke Rhetorical Analysis Hurricane Katrina made landfall in Louisiana on the morning of August 29, 2005. The storm produced sustained winds of up 125 mph when it hit that morning. On that same day Katrina caused 53 different levee breaches in greater New Orleans, spilling the waters of Lake Pontchartrain into the city and flooding an overwhelming majority of New Orleans. The floodwaters destroyed countless homesRead MoreMovie Analysis : Do The Right1304 Words   |  6 Pagesof the most unique forms of media because it has the ability to make a fictional story socially powerful. The simplest of elements in a film are able to change how the audience interprets a scene and give it a deeper meaning. In Spike Lee’s 1989 film, Do the Right Thing, many small elements come together to impact individual scenes as a whole. This controversial film illustrates a single day of rising events in a black neighborhood. It shows the frustration of the African-American population in howRead MoreSpike Lee: Do the Right Thing Essay1011 Words   |  5 PagesJames Callahan COM 2010 4-22-11 Midterm Analysis Revise Cinematography helps Spike Lee to Do the Right Thing In Spike Lee’s film Do the Right Thing, we dive head first into a world of racial and social ills. The movie is set in the African American and Puerto Rican neighborhood of Bedford-Stuyvesant, Brooklyn, on the hottest day of the year. We follow a young man named Mookie, who lives with his sister Jade, and works as a pizza delivery guy for a local pizzeria owed by Sal. Sal’s â€Å"WallRead MoreEssay about Developing My Critical Thinking Skills997 Words   |  4 Pagesup in a bad place part-way through the semester. Thats when you offered an extra-credit assignment that required an analysis on Do The Right Thing. This e-mail is to express my deep gratitude for giving me any credit at all. I recently revisited the movie-- and my analysis -- and it was actually appalling at how poorly developed my analysis was. Instead of analyzing why Spike Lee would portray his characters in a specific way, I decided to analyze why I didnt like them, neglecting to realizeRead MoreDo The Right Thing?1388 Words   |  6 Pagesâ€Å"Do the Right Thing† The creative yet simplistic aggression in the movie â€Å"Do the Right Thing† lends itself a strength that is necessary in tackling controversial issues such as racial prejudice. Spike Lee, a known genius in the art of film directing, eloquently shaped the story so that the audience is able to see the dynamics of a multi-racial community without holding any bars. Lee advocated for a society that is more open to constructive conversations about social embargos. This movie was aRead MoreProtection of White Superiority in Americas Justice System Essays1672 Words   |  7 PagesHowever, as demonstrated in Michelle Alexander’s book The New Jim Crow and Spike Lee’s film Do The Right Thing, the United States’ criminal justice system is a modern form of racial control. Although criminal laws are textually and facially impartial in regards to race, they are implemented in a way that is biased and discriminatory towards African Americans. Using Michael Foucaultà ¢â‚¬â„¢s ideas on surveillance to guide our analysis, we can clearly see that the United States’ criminal justice system is aRead MoreDo The Right Thing : Racial Conflict1870 Words   |  8 Pagestrying to challenge the ignorant basis of racial conflict. Spike Lee’s film, Do the Right Thing, connects with this concept of racial conflict that is so foreign to my past. Through the application of my social and political views, I will demonstrate how Spike Lee’s film is difficult for me to relate to and, in my opinion, conveys a misleading message. Granted, I come from a place much different than that which is portrayed in Do the Right Thing, my beliefs and experiences have developed an interestingRead MoreDo The Right Thing: The Epidemic of Racial Stereotyping in the Media2095 Words   |  8 Pagesï » ¿DO THE RIGHT THING; Spike Lee Bedford-Stuyvesant neighborhood. The story represents festering racial strains between a group of African-Americans and the middle-aged, Italian-American patriarch of a local pizzeria call the Sals Famous Pizzeria. As the scorching hot summer day is about to end, a fight blows up between local colored youths led by Radio Raheem and Sal. Pushed to the edge by Raheems radio flares, Sal explodes into a venomous rage sated with racial tirade, which closes with hisRead MoreIB Classroom Analysis1474 Words   |  6 Pagesstudents, have down time during class. His examples pull from recent films to older movies across ethnicities reflected in the student demographic. His examples have been very diverse from a student film about â€Å"Black Lives Matter† to Spike Lee’s â€Å"Do the right thing†. He’s also shown indigenous films from New Zealand and French expressionism since we arrived at the class. Mr. West runs a choice based classroom, with open-ended param eters for students to make works without content influence from

Trade Openness and Economic Growth in Nigeria - 23422 Words

CHAPTER ONE INTROUDCTION 1.1 BACKGROUND OF STUDY The current period in the world economy is regarded as period of globalization and trade liberalization. In this period, one the crucial issues in development and international economics is to know whether trade openness indeed promotes growth. With globalization, two major trends are noticeable: first is the emergence of multinational firms with strong presence in different, strategically located markets; and secondly, convergence of consumer tastes for the most competitive products, irrespective of where they are made. In this context of the world as a â€Å"global village†, regional integration constitutes an effective means of not only improving the level of participation of countries in†¦show more content†¦This is approximately US 8.2 per month or US 27 cents per day. Doug Addison (unpublished) further explained that the Nigeria economy is not merely volatile; it is one of the most volatile economies in the world (see figure 1 below). There is evidence that this volatility is adversely affecting the real growth rate of Nigeria’s gross domestic product (GDP) by inhibiting investment and reducing the productivity of investment, both public and private. Economic theory and empirical evidence suggest that sustained high future growth and poverty reduction are unlikely without a significant reduction in volatility. Oil price fluctuations drive only part of Nigeria’s volatility policy choices have also contributed to the problem. Yet policy choices are available that can help accelerate growth and thus help reduce the percentage of people living in poverty, despite the severity of Nigeria’s problems. Figure 1: growth rate of real GDP Nigeria real GDP Growth Rate During the period 1960-1997, Nigeria’s growth rate of per capital GDP of 1.45% compares unfavorably with that reported by other countries, especially those posted by china and the Asian Tigers such as Hong Kong, Singapore, Taiwan, and south Korea, viewed in this comparative perspective, Nigeria’s per capita income growth has been woefully low and needs to be improved upon.Show MoreRelatedImpact Of Trade Liberalization On African Countries Essay1627 Words   |  7 PagesThe scholarship examining the extent at which trade liberalization (henceforth refers to as economic globalization) impacts poverty levels is limited. This essay examines the relationships between economic globalization and poverty levels in African countries. For instance, a 2006 UNDP report illustrates that just 7.2 percent of Bayelsa and Rivers State (Nigeria) residents were poor in 1980, but in 2004, the poverty index figures rose exponentially to 44.3 percent; Nigeria’s national rural poverty Read MoreThe Impact Of Technological And Commercial Effects On Economic Growth1642 Words   |  7 Pagesresources and nations differ in their preferences, capacity for growth and development, scale of production and technology. This creates the basis for (international) trade which enables exchange and consumption of goods and services which they cannot produce, thereby enjoying variety of goods and services to improve the standard of living of their people. Some of the positive effects International trade (IT) have on economic growth (EG) were pointed out by Smith (1776) and this idea triumphed untilRead MoreOptimal Currency Area1588 Words   |  7 PagesDiscuss whether the Economic Community of West African States (ECOWAS) is an optimal currency area. To give an opinion on whether or not the Economic Community of West African States (ECOWAS) is an optimal currency area, first an optimal currency area must be defined. An optimal currency area was defined by Pilbeam (2013) as â€Å"A region for which it is optimal to have a common currency and a common monetary policy†. For the ECOWAS to qualify as an optimal currency area it must fulfil certain criteriaRead MoreGlobalization and Economic Growth: Empirical Evidence from Nigeria5797 Words   |  24 PagesGLOBALIZATION AND ECONOMIC GROWTH: EMPIRICAL EVIDENCE FROM NIGERIA By KELECHI IYOKO. Abstract The concomitant unequal distribution of the benefits of Globalisation and the fear expressed by most developing countries about the negative impact of globalization, has made the question on the relationship between globalization (characterized by foreign direct investment, economy openness and net capital flows) and Economic Growth both in developed and developing countries lie at the heartRead MoreImpact of International Trade in Nigeria6120 Words   |  25 PagesIMPACT OF TRADE ON ECONOMIC GROWTH IN NIGERIA AN EMPIRICAL ANALYSIS OF THE IMPACT OF TRADE ON ECONOMIC GROWTH IN NIGERIA MIKE I. OBADAN DEPARTMENT OF ECONOMICS AND STATISTICS UNIVERSITY OF BENIN BENIN CITY AND OKOJIE, I. ELIZABETH DEPARTMENT OF ECONOMICS AND STATISTICS UNIVERSITY OF BENIN BENIN CITY ABSTRACT Many economists generally agree that openness to international trade accelerates development. The relationship between trade and growth is envisaged through an export led growth strategyRead MoreTrade Liberalization And Socio Economic Development Essay1607 Words   |  7 PagesTRADE LIBERALIZATION AND SOCIO-ECONOMIC DEVELOPMENT IN NIGERIA; 1999-2010 BY Ugwoke, Obiora Francis Department of Political Administrative Studies University of Port Harcourt, Port Harcourt, Nigeria And Okechukwu S. Amadi Department of Political Administrative Studies University of Port Harcourt, Port Harcourt, Nigeria Abstract This paper sought to evaluate the concept of Trade Liberalization and Development in NigeriaRead MoreA Project Of The World Bank Essay1064 Words   |  5 Pagesby fostering the income growth of the bottom 40% for every country, which the organization is trying to achieve via low-interest loans, zero to low-interest credits, and grants to developing countries (â€Å"What We Do,† n.d.). The World Bank’s moto is â€Å"Working for a World Free of Poverty† with the caveat of â€Å"do no harm†Ã¢â‚¬â„¢; however, what is left in their wake in many cases is heartbreak and devastation. My task with this paper is to address  a project of the World Bank in Nigeria that created problems forRead MoreTrade Openess Theory2447 Words   |  10 Pagesand 1980’s trade openness and economics reform towards market mechanism flourished in many developing countries. This trend is much different as compared to those in the early 1950’s and 1960’s when many less developed countries favored protection policy, inward orientation, and import substitution. As a result of this change, there are substantial developments in world economy after applying outward orientation. According to Thilrwall (2011 p. 514), the implementation of trade openness has managedRead MoreThe Impact Of Globalization On Nigeria2115 Words   |  9 Pages Impact of Globalization on Nigeria Ahmet Harun Ãâ€"zdemir BoÄŸazià §i University Author Note This paper was prepared for Program 4, Section 1, taught by Nayat Basma ABSTRACT Expanding information environment which is led by internet, e-mail, free trade and openness and information sciences, have reduced the world a global village. In these modern times, there has been unbelievable alteration in almost all aspects of the society. It is a prevalent belief that globalization holds the keyRead MoreTrade Reforms Policy Impacts on Non-Oil Exports in Nigeria11960 Words   |  48 PagesBackground to the Study Trade policy is defined as, a governments policy controlling foreign trade and the central objective of trade policy is to provide protection for domestic industries and reduce the perceived dependence on imports; a corollary to that objective was a desire to reduce the level of unemployment and generate more revenues from the non-oil sector. Non-oil export sector in Nigeria constitutes products of agriculture, industry and services that are exported by Nigeria (Ojowu, 1989). Agriculture

Haunted house free essay sample

We only had a few neighbors out in the country where we ived and hardly ever locked our doors. My mom went into her bedroom one day to hang her sweater in the closet. When she opened the door she saw someone or something standing behind the clothes, she said all she seen was a pair of old Jeans and old shoes right before she took off running out of the house. She went to our neighbors and called my Dad home from work. They went and looked in the closet and whoever or whatever was gone. They searched the house, nothing. My mom told me the house had set empty for a long time before we had bought it. One night I walked home from the roller rink, which was not to far from where we lived. I noticed when I got close to home that the house was dark, no lights at all. We will write a custom essay sample on Haunted house or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I unlocked the door and went in calling for my mom and dad, no one home! I turned on the lights and TV, I was sitting In the living room when I heard footsteps coming up our basement steps. I got up and went and locked myself In the bathroom, we had a vent In there and you could hear any sounds coming from the basement. I sat quietly listening and I heard the footsteps again coming up the stairs. We had a closet In the bathroom, I got inside, shut the door and crawled up under a shelf. I could hear something out In he hall rubbing up against the bathroom door, well guess what? I fainted. I awoke to the sound of my parents voices and knocking on our front door for me to let them In. I was terrified. Then once, I was down In the barn brushing my horse down. No one was at home except for me, I often went down to be with my horse and sometimes I would sit on her and braid her mane. All at once something scared the heck out of her and she darted out the door. I fell off backwards, hit my head, and I guess I was knocked out lying on the ground. Next thing I remember my mom was trying to wake e asking me why I was covered In dirt and straw and lying on my bed. I have no Idea how I got there. I had one thought, but I dont Ilke thinking about It. Even after I was grown and would go to vlslt, I hated being alone In that house and that basement still creeped me out. That feeling of being watched, and not being alone down there, still was there. Someone else lives there now, I Just wonder If they experience the things we did. I hope not. Contributed by Deborah Litton and Copyright C) 2007 all rights reserved. No part of this story may be used without permission. Would you Ilke to comment on this page? Send us your comment Be sure to mention the name of the page you are wrltlng about. For more ghost stories and articles check out our Paranormal Blog † Updated every day with new ghost stuff. I was sitting in the living room when I heard footsteps coming up our basement steps. I got up and went and locked myself in the bathroom, we had a vent in there I heard the footsteps again coming up the stairs. We had a closet in the bathroom, I got inside, shut the door and crawled up under a shelf. I could hear something out in the sound of my parents voices and knocking on our front door for me to let them in. I was terrified. Then once, I was down in the barn brushing my horse down. No one me asking me why I was covered in dirt and straw and lying on my bed. I have no idea how I got there. I had one thought, but I dont like thinking about it. Even after I was grown and would go to visit, I hated being alone in that house and that down there, still was there. Someone else lives there now, I Just wonder if they Copyright 2007 all rights reserved. No part of this story may be used without permission. Would you like to comment on this page? Send us your comment Be sure to mention the name of the page you are writing about. For more ghost stories

The Marketing Orientation free essay sample

The Marketing Orientation Lay Views of Marketing Ask the average person what marketing is and a range of answers will probably be forthcoming. Typically, the answers offered tend to fall into three loose categories:- Presenting an organisation and its products to potential customers. Launching, advertising and promoting new products to support the sales force. Llaslng with advertising and sales functions to attract new customers to existing products. The problem with all of the above, however, is that they emphasise what marketers do rather than what marketing actually Is. To arrive at a more formal definition, we herefore need to consider the underlying philosophy behind the marketing function which, as we shall see, has evolved subtly over the years. Generally speaking, the marketing concept can be seen as having evolved via three distinct developmental stages:- Production Orientation (pre 1950s) Sales Orientation (1950s-80s) Marketing Orientation (1980s+) A word of caution, though. We will write a custom essay sample on The Marketing Orientation or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In each of the above, the dates provided represent only a rough guide to the dominance of particular business orientations they are not absolutes, as some text books would have us believe. The reality is that organisations ave always deviated from these general trends. Even today, for instance, we can find firms still rooted in the traditional production orientation phase, whilst Adam smith espoused the virtues of a market-led approach to management as early as the eighteenth century! tore In many ways, the production orientation phase can be seen as an inevitable consequence of mass industrialisation. Expressed simply, this phase in the development of marketing is characterised by a continual focus upon the product. Manufacturers work on the assumption that products, when produced in sufficient quantities and at the correct price, generate consumer demand. When sales fall, the response is therefore simply to lower prices further through increased productivity. It is a simple philosophy and highly effective in situations where demand far outstrips supply. The classic example of the production orientation is the Ford Motor Company. Prior to the Second World War, conditions were right for mass automotive production. Craft production techniques maintained high prices and demand was far in excess of supply mainly because very few people could actually afford a car. Within this climate, Henry Ford developed the assembly line method of production and the Model T Ford was born, the first relatively inexpensive mass-produced car. The focus was very much on minimising production costs wherever possible, hence Fords now famous assertion that consumers could have any colour, as long as its black! The Model T Ford was a resounding success, but its market dominance was actually quite short-lived. Many of the problems the company experienced are typical of an organisation adopting a production orientation in its marketing strategy. In particular, low-cost mass production is very easy to replicate by new market entrants and Ford was almost put out of business by intense competition from General Motors. As both supply levels and consumer disposable income increased, GM began to offer a greater range of colours and refinements to a more discerning new clientele. The Ford Motor Company soon began to face severe financial problems, particularly when supply eventually began to overtake demand. Supply-demand problems are not the only dangers associated with a production orientation, however. So-called marketing myopia can also be a danger, companies focused solely upon their own products and those of their immediate competitors failing to recognise threats emerging in other industries. Expansion in the dry leaning industry, for example, was halted almost overnight by developments in fabric technologies and the growth in domestic appliance ownership. On a more general level, even where a product does not become obsolete, over-refinement can lead to a widening gulf between consumer needs and product specification. The home video recorder, for instance, became increasingly complex during the 1980s and 90s, to the extent that consumers began to complain quite vocally that the product was becoming too complicated to actually use! So, the production orientation centres management of the marketing function around ass production of the product itself, continuous cost reduction and product innovation forming the basis of marketing strategy. Such an approach is very replicated by competitors and the tactic is vulnerable to marketing myopia and problems of consumer-product fit. The Sales Orientation To a certain extent, the adoption of a sales orientation can be seen as an intuitive (some would say knee-jerk! ) reaction to the problems of the production oriented phase. If demand is falling, simply go for the hard sell and persuade customers to buy through aggressive promotion. It is this philosophy which leads to the common ay view of marketing as merely being selling. The problem with this approach is that it still focuses attention firmly on the product as produced, the emphasis being upon sales rather than consumer satisfaction. This is fine where a companys market affords few opportunities for repeat business (e. g. fitted kitchens, double glazing). Even here, though, it can be argued that dissatisfied customers can damage a companys reputation through word of mouth. Moreover, where competition intensifies, a sales orientation demands ever larger budgets in order to merely hold on to existing consumers. Quite simply, a company ends up pending more and more money on promotion Just to stand still. Take the example of the package holiday. From the mid 1960s, demand increased dramatically and the initial success of a few companies (e. g. Thomson) was soon under severe threat from intense competition. The holiday market became ever more cut-throat and the emphasis was firmly on cutting prices to drive out competitors. Low prices were often at the expense of quality and consumer satisfaction, however, and travel agents soon became as notorious as estate agents in the consumer psyche. Established companies began to resort to ever more ingenious (or often Just bizarre! methods of promotion. Thomson, for example, introduced the so-called honest holiday brochure, including negative comments about a particular hotel or resort alongside the traditional sales blurb. Initiatives such as these were, however, typically greeted with cynicism by consumers. Moreover, they completely missed the point instead of making a virtue of honesty about your products weaknesses and spending a fortune trying to persuade customers to buy a product you know doesnt quite satisfy their requirements, wouldnt it be far simpler to Just find out exactly what the consumer wanted and then provide it?!? The sales orientation, then, uses aggressive pricing and promotion to counter increasing competition and falling demand. Such a strategy can be quite effective as a short-term fix, but in the longer term organisations must strive to provide added value as price differentiation narrows and there are few further production savings to be made. Towards a Marketing Orientation interrelated sets of environmental factors:- Increasingly sophisticated and diverse consumers, with more disposable income (e. g. epending on the consumer, a car can be a mode of transport, a status symbol or even a hobby). Increasing competition and globalisation (e. g. ue to low labour costs overseas, falling trade barriers, the growth of the Web). Decreasing product differentiation (e. g. generic drugs, look-a-like products and clones, lower price differentiation, etc. ). New technologies (e. g. traditional watch-making effected by developments in electronics, printing effected by computer technologies, music CDs and cassettes by mp3s on the Web, etc. . In essence, the marketing orientation places the customers needs at the heart of business strategy and is based around a view of marketing as being the ability to create and keep profitable customers (Brown, 1987). Lets consider that definition for moment. By creating customers, Brown means that organisations should be monitoring the environment in which the business operates and acting on opportunities presented by changes in consumer needs and/or competitor activities. Similarly, keeping customers refers to the need to minimise threats to the organisations existing customer base arising from changing consumer needs and/or competitor activities. And profitable customers? The key here is the need to focus primarily upon those customers with the potential to generate revenues which exceed business costs, rather than on Just pursuing any customer at any price. In effect, then, the emergence of a marketing orientation marks a transition from an organisation having an efficiency goal (Doing the right things) to the adoption of an effectiveness goal (Doing things right). So, a more appropriate definition of the term marketing might be as follows:- Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Chartered Institute of Marketing (1999) Characteristics of the Marketing Orientation Sadly, no single definition of a marketing orientation exists on which all would agree. Some authors focus primarily upon the need for customer and competitor intelligence (e. g. Kohli Jaworski, 1990), for instance, whilst others focus more on the organisation of the business unit itself (e. . Narver Slater, 1990). In a review of the literature, however, Lafferty and Hult (1999) identify four key features of a marketing oriented firm, common to all current theoretical perspectives:- Customer Focus: All models place the importance of identifying and satisfying customer needs at the heart of the business, together with the need to strive to provide added value to the customer in the face of intense competition and the ontinual erosion in product/service differentiation. This focus is seen as pervading all areas of the organisation as a guiding principle, of equal relevance even to those functions with no direct customer contact at all. Marketing is thus seen as a business philosophy rather for all within the organisation, rather than as Just a particular person or teams Job. Information Dissemination: The second common feature is the emphasis on a need for comprehensive information about the organisations customers, competitors and operating environment. There is a recognition that successful organisations are ntelligence driven, with a thorough understanding of customer needs and motivations, together with the potential impact of competitor activities upon them. Information is disseminated throughout the firm, not Just within the marketing function, and input is encouraged from all areas and levels. Interfunctional Coordination: Following on from the above, it is not sufficient to merely disseminate intelligence if the organisational mechanisms are not in place to ensure inclusive planning. All models of the market-led firm therefore stress the need to act upon information received in a coordinated way, with strategic and actical decisions being taken interfunctionally. Taking Action: Finally, all models agree that organisations need to be continually amending strategy in light of current and anticipated market developments. This responsiveness should be corporate wide, utilising all of the firms resources to proactively ensure continuing satisfaction of customer needs. ursuit of added value at the heart of its activities, has a corporate culture which shares information and ideas across functions, and adopts a management structure which ensures maximum responsiveness to changing circumstances via inclusive tactical decision-making processes. Identifying the Business Orientation How do we know if a business is marketing-oriented? One test is simply to ask the company the deceptively simple question: What business are you in? Exercise: Ask a senior manager in your own o rganisation this question. What do you make of his or her reply? What does it tell you about the organisations approach to marketing? If you get the opportunity, try asking senior members of staff in the Business School the same question! If the organisation is production or sales oriented in its marketing philosophy, the answer given will focus firmly on the product or service offered for sale. So, seen from this perspective, a senior executive of a company such as IBM might describe the business in terms of selling computers. By contrast, a marketing oriented executive would probably define IBM as providing solutions to customers business problems. In this latter definition, the emphasis has switched from selling a product to satisfying consumer needs. Managing Marketing In a marketing-oriented organisation, successful management of the marketing function cab be divided into four key areas: analysis, planning, control and organisation. Analysis: Successful marketing begins with a thorough understanding of company, ompetitor and market activities. Information and its dissemination becomes a crucial resource, informed by marketing research and the ongoing development and refinement of marketing information systems. Planning: Following on from the above, market opportunities must be rigorously assessed and appropriate strategies developed. Through careful planning, customer needs become the focus of corporate decision-making and resources are more efficiently allocated toward their satisfaction. In effect, the marketing function acquires a crucial role in subsequent production, financial and human resource Control: Progress of the strategies developed must be continually monitored and, where necessary, amended appropriately. The marketing-oriented company sees control mechanisms as an essential failsafe, enabling corrective action to be taken as soon as possible should the need arise. Organisation: Last but not least, effective marketing management requires an organisational structure which allocates specific responsibilities to specific individuals, encourages effective communication throughout the organisation and, most importantly perhaps, encourages all those employees within the organisation ho do not have direct contact with the consumer to nevertheless remain totally focused upon satisfaction of the customers needs. We will return to all of the above in subsequent sessions, particularly the final session in the marketing block. CASE STUDY: CORUS The case study for this lecture is called Developing a stronger customer focus and concerns organisational changes made by the steel corporation Corus. The case study itself poses five basic questions to help guide your analysis:- 1 . Why is it important for business organisations today to be willing to change? 2. What external difficulties did Corus face while it was introducing the change process? 3. Why did Corus Construction and Industrial Unit create a series of account managers? 4. How did the changes that took place at Coruss Construction and Industrial Unit involve a change of culture? 5. How could you evaluate the effectiveness of the changes made at Corus? When reflecting on the case study after the session, there are a few particular issues you might want to consider in relation to these lecture notes. For instance:- Does the company now satisfy the criteria for a marketing oriented organisation in erms of its customer focus and organisational philosophy? What were the obstacles and potential pitfalls in achieving the current business orientation? What do you think a senior Corus executive might give today as an answer to the question What business are you in? Do the changes made simply involve marketing, or are there specific areas you might pick out where the interface with strategic management and operations are particularly apparent? Thinking about issues such as these after discussion of the case studies each week will help enormously when it comes to the course assignment and exam!