Associate Level Material Essay

Directions: Choose one of the Facts for Consideration sections from Ch. 3 of the text and list the page number for the section you chose. Then, complete the following table. List five threats appropriate to the environment from the section you chose. Rate the risk for each threat from 0 (low) to 10 (high). Then, list five appropriate countermeasures. Once you complete the table, write a brief explanation of the countermeasures for the two threats with the highest risk total, stating how the countermeasure reduces the risk associated with that threat. The inmate escape is very important. If there are extra guards then it will be easy to prevent this from happening, especially since some trips can take up to 48 hours to complete. With all the stopping (two to eight stops on any given trip) and going it would be great to have the countermeasure. When it  comes to inmates taking over the van, I feel as though that is something that can happen even if there are two officers on the van. Inmates are strong and they always have something up their sleeves. So if we were to take the countermeasure and actually have them checked before they get on the van and then handcuffed it makes the ride safer and less threatening.

HUnting laws

*Hunting Laws and Regulations* I've never really paid attention to who makes the laws for hunting to be honest I've only just followed thern The Colorado Parks and Wildlife Commission Is a citizen board, chosen by the Governor, which sets regulations and policies for Colorado's state parks and wildlife programs The Colorado Parks and Wildlife Is who enforces the laws that the commission makes, there job s to protect, preserve, enhance, and anage wildlife for the use of the people of this state.There are several types of hunting allowed In Colorado such as Archery, Rifles, Muzzle loading, shot gun. And lust about every type of mammal can be hunted In regulauon elk, mule deer, black bear, mcvuntaln lion, antelope, bighorn ; Desert Bighorn, moose, mountain goat and whitetail deer, bobcat, fox, coyote, and badger. There Is also birds such as Partridge, dove, grouse, quall, chucker, turkey, duck, geese, ptarmigan, snipe, and many other irds dont feel Ilke naming.GRANGER LAWS at  https:/ /donemyessay.com/ch-16-apush/I understand why some people are against hunting, I And some people only see the stereotype a think It's just a bunch ot banjo strlnglng rednecks going Rambo on Bambi's mom. But there are several laws and regulations keeping all hunting sate and even necessary to keep species size under control. have hunted all my lite. and lwe learned most ot my lite lessons sitting on the cold ground with a 30. 6 in my hands waiting tor an elk to pass by.So hunting is a part ot me. my family doesnt hunt to just kill an animal, every piece of meat we eat is either a cow from our pasture or elk we killed during hunting season. That is the meat we eat all year, so even though I know why we hunt and why it's not bad understand why some people think it might be barbaric. I'm also not saying that some people don't disrespect the right to hunt and kill anything they see, Just like ant-hunters think.

Of mice and men †dreams and hope Essay

Hopes and dreams help people survive even if they never become real. How true is this for the characters in ‘Of Mice and Men’? The novel ‘Of mice and Men’ was written by John Steinbeck and is set in Salinas and Soledad California in the 1930s when life was hard for so many people because of the great depression. A major theme of John Steinbeck’s novel ‘of mice and men’ is the American dream and the drive to attain it. There are two major themes in ‘of mice and men’ novel that is foreshadowed by the reference to Robert Burns’ poem called â€Å"To a mouse† the word mouse within the title means loneliness and dreams. (BBC Bitesize, 2014:2) This poem contains the lines, â€Å"The best laid plans of mice and men/ often go awry† Most of the main characters in â€Å"Of Mice and Men† harbour dreams and have plans that never come true. George, Lennie, and Candy all share a doomed dream of buying their own f arm and living off the land. George often thinks about how his life he could have had as an unrestricted bachelor and free of the burden of caring for Lennie. â€Å"If I was alone I could live so easy,† he says. (Steinbeck, 1965:12) However, Lennie has his own private dream of living in a cave with his own rabbits but Curley’s wife regrets the missed chance to become a movie star. The main theme throughout this novel is that people must learn to reconcile their dreams with the reality to accept that everyone’s best laid plans often die. Each of the characters plans go askew not because they give up on them but because the forces beyond their control destroyed each one of them. Due to the bleak economic outlook of the Great Depression coming to terms with your broken dreams was the reality nearly everyone in America faced. The American Dream is written into the Declaration of Independence: â€Å"life, liberty, and the pursuit of happiness.† â€Å"We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights that among these are Life, Liberty, and the pursuit of Happiness.† With these protections, any American, regardless of class, religion, gender, and eventually race, could always strive—and even sometimes succeed—at improving himself via wealth, education, or labour. (SparkNotes, 2014). George and Lennie’s dream about owning a farm and living off the â€Å"fatta the lan† (Steinbeck, 1965:16) symbolises this dream. In the novel â€Å"Of Mice and Men† shows that the American Dream became an illusion and a trap for the poor migrant workers during the Great Depression. Every single one of the ranch  workers in the novel dream of life, liberty and happiness but not one of them ever gets is. When Crooks hears of George and Lennie’s dream of owning their farm he says â€Å"Nobody ever gets to heaven, and nobody gets no land.† (Steinbeck, 1965:84). Although the ranch workers dreams may not be realised, the novel suggest that in order for a person’s life to be full and meaningful it has to contain some sort of dream. At the end of the novel George and Lennie never achieved their dream but it did hold their remarkable friendship together throughout the story, for them this dream was real even if it was just there imagination because kept Lennie happy and it stopped George from becoming a mean and lonely guy like the other ranch workers. The dream gives them life, even if life never allows them to achieve their dreams. This novel explores the changing aspects of male friendship during this period this is shown when Lennie asks George to tell him why they are not like the other ranchers; George tells him â€Å"we got a future Guys like us, that work on ranches, are the loneliest guys in the world. They got no family. They don’t belong no place†¦.With us it ain’t like that. We got a future†¦. An’ why? Because†¦because I got you to look after me, and you got me to look after you, and that’s why.† (Steinbeck, 1965:15) this is George’s way of sayi ng he and Lennie are different to the other workers. It could also be suggested that the word ‘future’ could be a metaphor for something bright and so much greater then what they have got now, which could be linked to their version of the American Dream and to ‘live off the fatta the lan’. (Steinbeck, 1965:16) this could almost suggest a biblical meaning like a promised land where all their dreams could come true. This dream helps George and Lennie to endure the hardship they face each day and to help them not to give in to despair. Usually the men who worked on these ranches would have no family, friends so therefore no future. Their friendship strikes the other ranch workers as odd due to their dependency on each other. This makes the boss and Curley suspicious and Slim observes that ranch workers rarely travel together because they’re scared of each other. Although most of the men in the novel are completely alone they still all crave true friendship. As Crooks, perhaps the novel’s most solitary character because of his black skin puts it, â€Å"A guy needs somebody—to be near him.† (Steinbeck, 1965:82) All the characters in the novel long for friendship and kindness but yet they all live in fear of one  another. This is shown with the tough shooting of Candy’s dog which makes it clear that during the Great Depression if you are useless, old or weak you will certainly be destroyed because the strong and the useful will fight for survival. All the workers on the ranch would constantly try to make themselves look strong especially if they feeling weak. The fear of the weak being overrun by the strong could explain why Curley likes to fight a larger men then he is â€Å"Curley’s pretty handy. He done quite a bit in the ring. He’s a light weight and he’s handy† (Steinbeck, 1965:29) and it could also be why Crooks tells Lennie that George is going to abandon him. Then Curleyâ₠¬â„¢s wife threatens to have Crooks lynched. Each of these characters tries to appear strong by asserting power over one another. This fear of being the strongest explains why the other characters in novel find it hard to understand George and Lennie’s friendship because they see being the strongest as a fight for survival. In ‘Of Mice and Men’ it has two different visions of women in it the first is the male character view and the second is the novel’s view of women. The male characters view on women which is they tend to view the women with fear and negatively labelling them as dangerous sexual temptresses. The male workers often referred to Curley’s wife with insulting words like a â€Å"tart† (Steinbeck, 1965:31) and â€Å"jail bait† (Steinbeck, 1965:36). George and Lennie have a friend in prison â€Å"on account of a tart† (Steinbeck, 1965:63) plus they have had their own troubles twice as a result from a woman. The first the women from Weeds and the second is Curley’s wife. Although she plays into her role as sexy temptress throughout the novel until the last part of it where is a victim. Curley’s wife craves the attention of the men on the ranch because she’s desperately lonely so she flaunts her power over the men because she h erself feels weak. There are a number of symbols within the novel that have different meanings these are George and Lennie’s farm, the rabbits that Lennie keeps talking about, Candy’s old dog and also Lennie’s puppy. The dream of owning a farm for George and Lennie is a symbol of the American Dream. This fantasy of owning their own farm leads George, Lennie and the other ranch workers such as Candy and Crooks to indulge in the dream of living â€Å"off the fatta the lan† (Steinbeck, 1965:16). George’s rich description of the farm’s lavish plants and animals also makes it seem like a symbol of paradise. While Lennie dreams of tending to the rabbits on the farm that he and George hope to own  one day. This dream forms Lennie’s complete innocence. Lennie enjoys touching anything that has a soft fur such as rabbits and mice due to this love of touching soft things leads to his fate. This symbolise not just innocence but also Lennie’s downfall of innocence in the harsh world that he lives. The next symbol is Candy’s old but once powerful sheepdog. For Carlson killing Candy’s dog makes it clear that during the Great Depression those who was strong would only survive. The way that Carlson kills Candy’s dog in the back of the head with just a single gunshot is foreshadowing how George will kill Lennie in the end. The link between Lennie and Candy’s dog is that they are powerless, innocent and doomed from the start. The symbol of Lennie’s puppy shows how dependent Lennie is on George, just as the puppy is dependent on Lennie. The puppy symbolise the fate of the weak in the face of the strong.

Business Strategy report Assignment Example | Topics and Well Written Essays - 2500 words

Business Strategy report - Assignment Example ch concerns ability of the firm to set goals, according to which proper action plans are set in order to meet those goals and produce desired results. Some of the features of strategic management can be described as follows (DeWit and Meyer, 2004). Strategic thinking- The aspect of strategic thinking involves generation of unique ideas and insights that help to increase competitive advantages of business as well as to achieve desired goals more efficiently. The strategic thinking process requires managers to consider past performance of the business and realize ways in which change or implementation of a new strategy might affect the organization and its various interest groups. Strategic thinking is mostly done when a firm considers applying a change in operations or while incorporating new business ventures into a formal organizational structure. It is mainly a mental process and requires examining the firm from the view point of its capabilities. Managers and authorities brainstorm to come up with new and innovative methods for fulfilling organizational goals and developing new horizons of business opportunity. Strategic planning- The next step after strategic thinking is the process of strategic planning. In strategic thinking, the firm decides upon actions that are needed to be taken. In the strategic planning process, the firm formulates effective solutions so that proposed ideas and objectives can be achieved. Strategic planning involves analyzing the firm considering the following aspects (Johnson, Scholes and Whittington, 2005): Primarily strategic planning involves evaluating the firm from the view point of external environment. This involves conducting PESTEL (Political, Environmental, Social, Technological, Economical and Legal) analysis. The external environmental factors that can affect functioning of an organization are taken into perspective and ways in which external factors are likely to respond when a firm incorporates changes or new business

The Philosophical Naturalism Of David Hume Essay

The Philosophical Naturalism Of David Hume - Essay Example Humes influence is evident in the works of quite a lot of other philosophers, among whom are: Adam Smith, Immanuel Kant, Jeremy Bentham, Charles Darwin, and Thomas Henry Huxley. The diverseness of these writers shows what they gleaned from reading Hume; it reflects not only the richness of their sources but also the wide range of Humes empiricism. Contemporary philosophers recognize Hume as one of the most thoroughgoing exponents of philosophical naturalism. David Hume sought to develop more fully the consequences of Locke's cautious empiricism by applying the scientific methods of observation to a study of human nature itself. He was of the opinion that we cannot rely on the common-sense pronouncements of popular superstition, which illustrate human conduct without offering any illumination, nor can we achieve any genuine progress by means of abstract metaphysical speculation, which imposes a spurious clarity upon profound issues- that we are entirely unjustified in thinking that we can ever know anything about matters of fact. He thought that the alternative is to reject all easy answers; employing the negative results of philosophical skepticism as a legitimate place to start. Hume felt that since human beings live and function in the world, we should try to observe how they do so. The key principle to be applied to any investigation of our cognitive capacities is, then, an attempt to discover the causes of human belief. According to Hume, the proper goal of philosophy is simply to explain why we believe what we do. His own attempt to achieve that goal was the focus of Book I of his book, the Treatise of Human Nature and all of the first Enquiry.

Negotiation Agent Essay Example | Topics and Well Written Essays - 500 words

Negotiation Agent - Essay Example One of the things that I did well in this negotiation was to frame the negotiations in a way that ensured a fair outcome for both parties involved. To gain the trust of Fred, I said that Mike and Rachel would have to pay more rent between the two of them than he would have to pay himself because their room was larger than his. This was important because it put me in a position where both of the parties would listen to my opinion. After this, I brought up a point on which there would be easy agreement, namely the payment of the utility bills. It was agreed that each person would pay equally for all utilities. I feel that this was a good thing to do early in the negotiation, to get them agreeing and working together before negotiating on the rent itself. When I brought up the rent, Fred made an offer to pay $250 in rent, which would leave the remaining $450 for Mike and Rachel to split. I told him that I thought $250 seemed too low since he would have his own room, which wouldn't be mu ch smaller than the master bedroom. Then I asked Mike what he thought was a fair price and he said he wasn't sure. This was when the negotiation became somewhat awkward, since I felt I needed to represent Mike's interests, but I also didn't want to lose Fred's trust.

Cults and the impact on Family in an Social Psychology approach Research Paper

Cults and the impact on Family in an Social Psychology approach - Research Paper Example New religious movements may also have a basis in ethics, theology, philosophy, or religion to some extent. Usually, but not always, new religious movements are part and parcel of Christianity. Groups such as the Branch Davidian cult is one example. Cults need not be destructive in nature, however. Many people who study social psychology have adopted the term â€Å"new religious movement† as a way of describing cults in neutral language. New religious movements may be communitarian, or they may be specifically spiritual or religious in nature. Usually what separates cults from other religious movements in society is their unique ability to isolate people from other social networks. This is where social psychology plays a crucial role. Since the family is deeply intertwined with society, the psychology of such groups affects one’s psyche. New religious movements are part of the dominant culture. Usually, however, new religious movements are on the fringe of society. There is much controversy over what constitutes a â€Å"new† religious movement. Some people use certain dates as benchmarks for saying a religion is new—for example, a religious movement that has occurred within the last 20 years or so. People generally also have come to realize that what constitutes the stipulation of being distinct from other religions as difficult to empirically analyze. Generally, however, the distinction between new religious movements and established religions is that although the religious movement may be seen as part of an existing faith tradition, it meets with some type of clash within the religion for its varying belief systems—and thus is not an accepted branch of that religion. This research question is important because the family structure as it relates to social psychology, is very fragile in this day and age. The way children are raised today relates much to the way the community is structured, who is involved

My experience of studying abroad Essay Example | Topics and Well Written Essays - 1000 words

My experience of studying abroad - Essay Example Therefore, our expectations from the government were really high until the day I was denied admission in prestigious universities because of not having the `right` contacts or connections in high positions. This unfair treatment, not only affected me, but my entire family as well. â€Å"Injustice anywhere is a threat to justice everywhere†. This is a saying by Martin Luther King Jr, a strong promoter of equal rights, who believed that the entire human network is bound together and if one individual suffers, then it affects the entire human race (Injustice Quotes, Web). What is injustice? It is the violation of the rights of other individuals, by treating them unfairly or not giving them their rights (Injustice Definition, Web). Every human being is entitled to a fair, just and an equal treatment and it is the responsibility of a country`s government to make sure that no prejudice is taking place Being denied admission in one of the most prestigious colleges of Russia, I am one of these countless victims who suffer from discrimination worldwide. Since childhood, my parents have encouraged me to work hard in order to fulfill my dreams. Education has always been an important part of my life. I strive for academic excellence, always willing to make the most of it. Along with studies, I have been involved in extra-curricular activities like sports, public speaking and even voluntary services. All of these made me an excellent candidate for this college and I had my hopes high. All my family and friends were sure that I would get in as I fulfilled all the criteria of this college. As this was a public college, my education would have been for free and my parents were happy about it. When half of my classmates were accepted, I was just waiting for my admission and my teachers were sure that I my admission letter was on its way. But I kept waiting and waiting. My professors and colleagues told me not to give up hope and assured me that there had been some mistak e. I wondered whether I had made some blunder in submitting my application and started blaming myself. After much pressure from my instructors and family, I wrote to the college again and asked for the status of my application. The very next day, there was a letter in my mailbox from this college. My family became really excited knowing that it was my acceptance letter. As soon as I read it, tears filled my eyes. Thinking that they were tears of happiness, my family started hugging and congratulating me. The pain that I felt at that particular moment was the worst of its kind. I did not know how to tell my parents about the truth, knowing that it would ruin the perfect smiles on their face. But I knew I had to tell them, there was no other way. With much courage, I told them it was not an acceptance letter and was a rejection one. The expressions on their faces made it worse for me. Thinking that their ears were deceiving them, they took the letter from me and realized that I was sa ying the truth. They embraced me and assured me that this college was not worth having such an outstanding student like me. But whatever they did, I know that my life-long dream had been destroyed. But why was I rejected? I fulfilled their criteria then what possible reason did they have for rejecting me? The answer was clear and obvious. My parents did not have high contacts in the government and that was the highest criteria that any candidate should fulfill before getting accepted in this college. Not just this particular college, but every other public college here. Many of my classmates were rejected because of this reason only. My instructors understood this but there was nothing they could do and they advised

Whats cool Essay Example | Topics and Well Written Essays - 1250 words

Whats cool - Essay Example Different people had their own way of defining it. To begin with, cool was seen as a behavioral characteristic. Cool mainly, was a behavioral attitude practiced by black American men in the US. As a slang word, it was used to mean that a person is ok or in a relaxed state (Simchona par 1). Cool is also a positive attribute assigned to an awesome or great thing. Underdogs, rebels, and the likes of slaves, prisoners, bikers and political dissents, all fostered a cool attitude. This rebellion often invited punishment. Other people view cool as a state of well-being. In the modern society, cool is seen to bring a sense of serenity and internal peace. Other terms used to explain this is the absence of conflict, a state of balance and harmony. This meaning is of an African origin. In other cases cool can be used to describe the absence of excitement or composure in a person. The idiom, ‘Keep your cool’ best defines this. Also in the phrase ‘I’m cool with that’, used to express agreement or assent (Bornstein 3). People also view cool in the form of aesthetic appeal; it is taken as an attitude adopted by intellectuals and artists, who have aided in its infiltration into the culture. Today, it is a global phenomenon having spread across the globe. In fact, the concepts of cool have existed in several cultures over the centuries. Cool has also existed as an epithet. It is a common slag word among the young people and is well understood by the English- speaking people. It has gone to the extent of being used as a vocabulary in languages besides English. It is seen generally as an epithet with a range of related adjectival meanings. Through creativity and innovation, cool appears to be a classic case of resistance to authority. A paradoxical fusion of submission and subversion is represented by â€Å"so cool† (Bornstein 6). In the early 1960s and 1970s, cool like groovy was a very popular expression of satisfaction. Like groovy,

Quality management Assignment Example | Topics and Well Written Essays - 1250 words - 1

Quality management - Assignment Example constitute an organization’s stakeholders. Any of these variables has the potential to affect or be affected by the actions of an organization or project. For instance, when aligning goals management should ensure that there is an investor value proposition which can attract and satisfy investors. In the same way, only if the program involves buyer value, it can attract and retain its customers. However, the value attributed to each group can add to the overall success of the business only if reciprocity ensured. If the suppliers do not keep a favorable stance, the company cannot meet its customer needs in proportion to the customer value. This is the context when a business management has to demonstrate its ability to align the stakeholders. When a firm offers high quality products to its customers, it should also ensure that its suppliers are also treated with fair price. Obviously, a profit driven organization tends to fail in this regard. As Jeston and Nelis point out, one of the primary steps of any project is the ‘identification and analysis of the project stakeholders’; and this analysis involve understanding the leadership styles, stakeholder position in the organization, their personal drives etc (264). Stakeholders possess a significant role in the progress of the business. For instance, meeting the expectation of the stakeholder in a responsible manner is important. Every organization or company has its own goal or target; and completion of such strategy always assures company’s and stakeholders’ prosperity. Theories of Cornell University are the perfect examples for this as it always focuses on three aspects such as â€Å"understanding expectation, measurement and accountability† ("Stakeholder Alignment Model"). Economic growth and achieving targets are always the two pillars of a strong business firm. There are numerous hurdles to overcome in order for achieving a common goal. First of

ABA Therapy Research Proposal Example | Topics and Well Written Essays - 1750 words

ABA Therapy - Research Proposal Example The will examine methods of controlling autism. The methods examined will include Applied behavioral Analysis, Discrete Trial Training, Functional Communication training, Pivotal response Training, Antecedent based interventions and Parental Implemented intervention. Most of the literature review papers advocate for evidence-based approaches and emphasize on the engagement of a qualified Therapist to a control Autism. However, a meta-analysis will not be possible due to lack of comparable inclusion and characterization criteria. Even so, it will be imperative that we engage the services of a qualified ABA therapist and, for this reason donor funds will be required. The use of ABA therapy is an evidence-based method of controlling autism and is highly recommended. Autism is a neurological disorder that has that has posed a lot of challenges in finding effective ways of control irrespective of the economic state or geographical location of the victims (Hilsen, 2012). Research has not clearly proven the causes of autism though it is likely that autism is caused by genetic and environmental factors. Recent data by the Centre for Disease Control and Prevention has indicated that cases for autism have risen to 1 in every 110 American children. This rate translates to one in every 70 boys and 1 in every 315 ladies. However, there is a concern that only a small percentage of this population has been actually diagnosed with this condition. The Autism Society of America has estimated that over the life of an autism patient, an average of 3.5 million dollars to 5 million dollars is used towards care research, insurance among other costs (Johnson, 2013). Measured in terms of lost productivity and caregiving costs, autism costs America over 90 billion do llars annually. Even though this has been a prevailing problem in the society at large, my attention was drawn to it after I was attached at Mercy Kids Rehab Laredo, Texas. Parents whose children suffer

Situation of the local baths Essay Example for Free

Situation of the local baths Essay I am deeply honored to correspond with the local council regarding the situation of the local baths. It is also a privilege to interact and work hand in hand with the proper authorities concerning this matter. Through this one, I can be a good servant then. A question can be asked in any moment regarding the safety of the local baths. Will there be a guaranty concerning its safety? Is it complete with safety precautions? Well, every persons primary concern in going to the local baths is safety for their life and limb. Normally, it would be the responsibility of the management of local baths to make sure that every person will be guaranteed complete safety. Indeed, it is my duty to correspond with the over-all local council in dealing with this very important matter. I just hope that my recommendations will be given enough attention for appropriate review. It is a common knowledge that high tides are a hazard to the swimmers especially during Christmas and New Year season. It will prevent them from enjoying their stay in the establishment. Others are also concerned in the availability of safety precautions in whatever kind for them to be safe. Heavy tides in the sea tend to break over the cemented barrier or any barrier found in the area that will cause a back swell causing swimmers to be dragged over the northern promenade into the ocean. Is it not dangerous? That is why effective safety precautions were incorporated into the local baths to prevent any damage. I have taken so many safety precautions then. It include placing warning signs in prominent positions and installing a safety chain across the northern area. The safety chain serves to keep the people from going too far from the northern side of the pool that is known to be dangerous. Aside from that, a loud speaker system has been built in order to regularly warn any person using the pool to avoid any damage. The loudspeaker was useful because it reaches people staying in the northern poolside. There is also an organized storage of safety and rescue equipment being placed in an accesible position. However, dangers cannot be avoided in any time. This is so because high tides in the sea cannot just be controlled by human power without exerting extraordinary efforts. The problem was not so alarming until one incident happened that made the management uneasy. In this particular year, a peculiar thing happened that causes alarm to the people. What happened was that when the north-easterly swell and winds have created very heavy surf, some people are affected by it. That happened during the last Saturday of December. At that time, I boldly announced over the loudspeaker system that waves breaking onto the poolside are very dangerous. With all diligence, I gave instructions to the people in the swimming pool area to leave the northern end of the pool. That was one way of doing all my efforts together with the other employees to avoid damages due to the surf. Despite the announcement that was given to the effect that no one should stay in the northern end of the pool, three people have refused to move from the same. They ignored the instruction that was given for their benefit. That was indeed problematic and dangerous. As I walked towards the three people, a very large wave drags them back into the dangerous surf. I was shocked but tried to control myself to be able to face the situation appropriately. In fact, I voluntarily tried to radio for the surf and rescue helicopter for immediate actions. As a result, two people are rescued without any harm except the third person who was seriously injured due to the large wave that struck him. With this point at hand, there is a need to overhaul the system of operating the local baths in the area of safety. There are so many factors that causes the injuries of the swimmers in the pool. These things may have something to do with the negligence of the management and even on the side of the swimmers. The loudspeaker system is not so effective. While it was true that the swimmers were given announcements whenever there is danger, but that was not enough. Hence, what is really needed was trained lifeguards that are present in the poolside area. Lifeguards are trained employees that are responsible for the safety of the people while present in a recreational water areas. Generally, lifeguards are the people who observe swimming activities, anticipate problems and identify emergencies, give immediate first aid and report incidents in the sea (â€Å"Lifeguards†, 2007, p. 1). Therefore, it is respectfully recommended that trained lifeguards be hired to be able to make the operation of the local baths more safe and productive. The rationale of the recommendation is to give credence to the fact that hiring additional people is more logical than allowing any serious injuries and even death to happen. The presence of the lifeguards will surely prevent any accident in the local baths whether swimmers are obedient when there are announced instructions through loudspeaker system or hardheaded for that matter. In line with these, lifeguards must be trained with respect to basic techniques, rescue, aquatic injuries first aid lessons and effective coordination during emergency situations. Aside from that, the course of their training must include observation and scanning ability in the swimming pool area. The local baths needs men to do surveillance to avoid the slightest hint of any dangerous surf and heavy winds. In effect, lifeguards can do uninterrupted supervision while swimmers are enjoying in the pool especially in the most dangerous area. Finally, for the local council to approve this recommendation, it is respectfully submitted that the management of the local baths under my leadership will fully execute the policies and regulation for a positive result.

Preservation and Conservation of Books

Preservation and Conservation of Books PPRESERVATION AND CONSERVATION OF BOOKS NON – BOOKS IN ASIATIC SOCIETY LIBRARY, MUMBAI: A STUDY Key Words – Library, preservation, conservation. Introduction:- Preservation and conservation of reading resources is central mission of the libraries. Now a days the wind of computerization and digitization blowing everywhere in the world. The libraries are also not behind to them. New emerging technologies such as computer and digitization are the boon For the preservation and conservation of traditional resources. So, I selected the topic on â€Å"preservation and conservation of books and non-books† in the four libraries which are old and situated in Mumbai reason for M. Phil. Degree (Awarded in 2009). But for writing this research paper I have chosen only â€Å"Asiatic society library, fort, Mumbai. Till today many libraries and reading resources destroyed. There are many reasons behind them. Some natural calamities such as fire, flood, climate etc are the factors causes to destroy the libraries. Some times human made attacks on the libraries, wars and biological factors such as micro organisms, white ants like insects etc. tried to destroy the libraries and causes losses of valuable cultural documents of India till . in ancient India Nalanda, Vallabhi, Odantapuri etc. were the excellent knowledge imparted centers. But, some libraries fired by enemy in the war and destroy all the reading resources. So, preservation and conservation is important to save the libraries. History of Asiatic society library : The Asiatic society forms part of the network of institutions created by the British to generate, systematize and disseminate knowledge of India and the Orient a vast body of information learning and knowledge that came to be known as INDOLOGY. The Asiatic Society of Bombay (in 2002 it renamed itself as the Asiatic society of Mumbai) was established in 26th Nov 1804 by a great Savant, Sir James Mackintosh, the recorder of Bombay, with the Objective of â€Å"promoting useful knowledge, particularly connected with India†. The society originally located in government house in Parel (Now there is Hafkin Institute) . In 1931 it moved into the north wings of the newly constructed Town Hall. At that time expenditure of Town Hall building was Rs. 6,56,669/- . (Gurav, anant,p-19) Scope and limitations of the study Every research has some scope and limitations. Title for M. Phil Thesis is â€Å"Preservation and conservation of books and non-books material in old libraries of Mumbai region : A study†. It means the scope and limitations of my study was only four libraries of Mumbai region (awarded in 2009- YCMOU Nasik.) . name of these libraries are as follows. Asiatic Society library, Town Hall, Mumbai (Established-1804) State Central library, Town Hall, Mumbai (1947) Dadar Sarvajanik Vachanalaya, Dadar (1907) S. V. Phatak Granthasangrahalay, Parle (1925) Out of these four libraries in this research paper I want to focus on Asiatic society Library, Mumbai only. Objective of the study. Keeping of reading resources in good condition is very responsible and difficult task. Every library do something to preserve and conserve their resources. Different methods going to uses by different libraries. So, I have to curiosity to know how these libraries preserves reading materials . accordingly my objectives of the study are as follows. 1) To study the present position of preservation and conservation of the book and non books material. 2) To study the factors which causes decaying of reading resources. 3) To study the preservation and conservation of old and rare books. 4) To study of the preservation and conservation and suggest resolution. Hypothesis : following are the hypothesis of research. The selected library is imparting knowledge continuously for many years Library has manuscripts, rare books which are preserved and conserved in good condition. So many readers, researchers and institutions taking benefits of this library. Library is doing a good job for society and helps to make the nation strong. Research Methods : There are different methods of the research. I have used descriptive and historical research methods for this study. Data collection Methods : Data collection is basic and important activity of every research. For data collection I used 1) Questionnaire, 2) Interview, 3) Observation. Method Need of the Study : Traditionally library collection contain a wide range of organic materials including paper, cloth, animal skins and adhesives. Such organic substances undergo a continual and inevitable natural ageing process. Mumbai is the capital of Maharashtra and economic capital of country. Mumbai is metropolitan city. The atmosphere of Mumbai region is hot and humid. Such atmosphere is favorable to create and grow germs, cockroaches, book worms, white-ants that causes decaying and damaging pages of the books. Now the area where Asiatic society library situated is surrounded by newly built skyscrapers. It is important business area with many banks and offices with hustle and bustle of traffic which creates full of dust particles. Such type of atmosphere is harmful to traditional as well as newly book resources. So, I decided to study the libraries which are situated in metropolitan city like Mumbai. Libraries are worked like genes. Genes transfer the human characters from one generation to next generation. Likewise libraries transfer information or knowledge from one generation to next generation with the help of reading resources like books and non book materials. It’s a need of time to save the reading resources and libraries. Data Analysis : Question no 1, 2 and 3 are related to the general information of the library. The Q. No. 4 asked information about forms and types of reading resources available in the library. Received data are shoe in the following table follows. The table No. 1: Forms and Number of Reading Resources. Bar Chart Shows forms and No. of Available Resources in the Library. The Intention of Question no .6 is to find out total sections of the library and have there a separate section for preservation and conservation. The find out comes as following. Table No.2 : Sections of Library Question No. 7 was asked about readers of the library. In the Asiatic society library every day 25 members visited to the library and 2500 are lifetime members. members of library are students, teachers and some institutions also. Question No. 9 was about the personnel’s of the library. In this library there are following personnel recruited on different posts in the library. Table No. 3 : personnel When observation of above table of personnel found that there are separate skilled and qualified personnel are recruited in preservation, conservation and binding section. Question No. 11 is asked on preservation and conservation policy of the library. For more information I also taken separate interview of preservation, conservation and binding sections personnel. What I got information is very important and very few libraries follow such policy. The received data are as follows. Library has three sections such as preservation, conservation and book binding. Every section has its separate function. Preservation section is established in 1995. Under this section old, rare, damaged books and manuals are converted in to microform and preserved. 5-6 palm leaves are also preserved in microform. Conservation section : tissuing process Conservation section of this library is established in 1991. Under this section the books which are damaged by acidity and tearing the pages of the books, such books they processed with tissuing method and increase the life of the books. In tissuing process there are three steps which are described as follows. Fumigation : this is the 1st step in tissuing process. in fumigation process all the books (which are selected for tissuing) are make insect free / microorganism free by keeping books in fumigation (fumes of insecticides like Thymol) chamber. After fumigation books putout and separated its pages and clean all these pages with soft brush. These cleaned pages forward to ‘Deacidification’ process. Deacidification : this is the 2nd step of tissuing. In this process set of 2-3 fumigated pages ties with wire mesh. This wire mesh with tied pages pours into 10 liter water for half an hour. After then these pages pour into alkaline liquid (Calcium hydroxide) for half an hour. In this process eradicate the complete acidity of the pages. Lastly these acid free pages wash in normal water and dried naturally. These dried pages used for tissuing process. Tissuing : this is the 3rd and last step of tissuing process. Tissuing process is like lamination process. In this process Japanese tissue paper is mostly used. Tissue paper is special and very thin transparent paper. This tissue paper called as â€Å"lanced tissue paper† it is acid free paper. In this process acid free (2nd step) pages put on wax paper and the paste spread over it by the brush. Then take large tissue paper paste both side of the page of book and excess tissue paper cut equal with page size and lastly this tissued pages sent to binding section for binding. In this way personnel of conservation section told that with the help of tissuing process increase the life of books for hundred years. Binding Section: Binding section of this library is oldest section. In this section continuous binding work is going on . they bind of old books, new arrival books, news papers (2) and atlases. Every year Average1800 books bind by this section. This section used self made paste for binding and it is insecticide. It means binding section of this library is also very alert in preservation and conservation of library resources. Question No.16 was asked about enemies of reading resources. Accordingly in this library the readers, mouse, cockroaches, white ants, silverfishes, dust and rain water which comes from window these are the factors which damage or destroy the library resources. They also mention that to protect the books from dust we uses vacuum cleaner. Question No. 19 asked to take the information about preservation and conservation of non books. They replied that we keep maps and atlases in flat position (without folding) in cabinet and sometimes if required bind it. They bind two news papers such as times of india and national herald tributes. For security of microfilm they keep all the microfilm in 3-4 degree centigrade temperature. Question No.21 was asked to about protection of library from fire like calamity. The Asiatic society library has facility of fire extinguisher to control the fire like calamity and they also the facility of fog extinguisher to protect library fog like calamity. Conclusion : Considering the received data, hypothesis and objective of the study the conclusions are as follows. The Asiatic Society library is the old library and provides the best services to its members since 1804. Library has available books and non-books material which keeps in good condition. Found separate Preservation, conservation and binding section of the library and played very vital roles in increasing the life of reading resources. Some rare books , manuscripts and palm leaves are converted in microfilm form and saved. Found Facility of fire extinguisher and fog extinguisher from the security of fire and fog. To protect the reading resources from dust there is a facility of vacuum cleaner. In this way Asiatic society library’s work in field of preservation and conservation is definitely valuable in the field of library and information science. REFERANCES: 1) Chaudhary, S. K. : Library Preservation and conservation, APH pub. Corporation, New Delhi, 2011 2) Anant Gurav : Vishwa Granthalayache, Aarati prakashan, dombivali, 1998. 3) Joshi Laxmanshastri : Marathi Vishwakosh (vol 5 13), Maharashtra Rajya Sahity Sanskrari Mandal, 1977 1987. 4) Annual Report of The Asiatic Society of Mumbai and The Library of the Asiatic Society of Mumbai, 2006-07. Pamphlet of Asiatic society library. 5) Mukharjee, B. B. : Preservations of Library Materials, Archives and documents, the world press pvt. Ltd., Calcutta. 1

Strategic analysis of Marks and Spencer

Strategic analysis of Marks and Spencer Marks Spencer is one the UKs leading retailers, having 600 stores in home country and more than 200 stores across the globe. Michael Marks started the penny bazaar stall at Leeds in 1884. After Michael Marks Simon Marks became a chairman of MS in 1926 to 1964. MS is well known for its quality and styles (Hawkesby, 2008). MS Analysis Value for money:- In 1884 when Michael Mark started a business, he did not have a good command on English language so he had a sign on his stall: Dont ask the price- Its just a penny. In 2009 MS chairman Sir Stuart Rose launched three days return of penny bazaar. During these three days 20 selected items were sold at 1p at 300 MS branches (Sibbles Carter, 2009). The main point is can that slogan work in todays competitive market? It cannot work in todays market. MS is one of the UKs largest retailers. It sells various items in its stores. The cost of production of these goods is not same so they cannot sell their goods on same price like Michael Marks was selling in 1884. Even if they diversify the profit earn from the other good to the other goods, which will not help them to achieve break even sales. For example profit on milk cannot set up the loss on selling of bread. Now a day all rivals of MS are trying to achieve lowest production cost. All are trying to put more value for money for their prod uct by obtaining maximum benefit with the less use of resources. Value for money does not mean reduce spending but it can be achieved in diverse ways with: Reduce cost Reduce inputs Get more improvement in product quality Increase output with less input of raw material Marks Spencer is to position itself as a value for money brand, and admits it has too expensive. Prices will come down as it encourages suppliers to source more products abroad. In todays tough competition MS is trying to put more and more value of money in their products. To reduce cost of goods, they suggest their supplier to import goods form the other countries. They have improved their inventories and logistics. Resources and core competences: Physical resources: Each organisation has same resources as its competitors have but the way it manages use their resources differentiate from others. For example MS is having the same store sites in UK as Tesco, Sainsburys and ASDA have. MS is having following physical resources: Value for money product: By the use of appropriate resources MS has got the good value for its products. Today they have their own brands which are very popular in todays competitive market. They are continuous trying to develop their products that will help them to survive in the retail industry. However most of their suppliers are UK based so they are still facing product cost problems. Own brands products: MS is using their own brand name for each and every product. They have achieved good quality standards. They are the first retail chain which sells their own brands. They do not world famous brands in their stores like Coca-Cola, Nestle, and Cadbury etc. Despite of selling own brands they have maintain their quality standards. However it is quite difficult for some loyal customers of MS to buy other popular brands in MS stores. They have to go to other retailers for purchase other than MS brands. This is quite unrealistic in todays cut throat competition; it results many of MS loyal customers switch over to its rivals such as Tesco and Sainsburys. Store sites and store displays: As we know Marks Spencer has established long time ago, they have found that many of their stores are too small. They have planned to expand their store area by converting their stock rooms into floor area. That brings new logistic problem. They have found new solution as a satellite stores. They have started to distribute stocks to small braches from the main branch. However they have long range of food products it is very difficult to manage these perishable food items without stockrooms. Core competences: Core competences mean some factors which differentiate a product or a brand from others. As we know Marks Spencer has long range of products produced under its brand name. The quality of product is better than the other brands. They always try to provide more value of money to its customer. Strategic vision and organisation culture:- Increases the markets share in UK with own product and with own unbeatable quality standards is the main vision of Marks Spencer. It had much more autocratic organisation structure. However it has been changed with the time change. Now the organisation structure has been transfer to flatter organisation structure. The member of staff can take quick decisions when its required and it provides more accountability (The times). SWOT of Marks Spencer:- Strengths: MS is using its own brand name with the wide product range. St Michel brand is very popular, used for cloths and food product. It has competitive prices advantages, it has increase overseas important. It has expanded its business not only in UK but all over the world. With their own brand name they booked pre tax profit of  £1bn in 1988 (Hawkesby, 2008). It has very favourable location on high street which attracts more and more customers. It has some particular group of loyal customers. MS has strong work force and skilled staff. New changes by new chief executive Roger Holmes brings new opportunities in retail business. Tighter staffing level increase operational funds. Weakness:- In todays cut throat competition, MS is struggling with the high cost of production. Its focusing on particular class of society which narrows the scope of number of customers. Weak logistic reduce the availability of goods and products. Reduce the number of staff results poor customer service. Depends on local supplier results high cost of production. Tough competition in food market such as Tesco, Sainsburys and Asda enter in fast and frozen food market. In 2008 its over all sales were 6.2% down and even though inflation in grocery products its food sales were down by 4.5% (Finch, 2008). Opportunity:- MS can diversify their business like other retailers have done e.g. Tesco mobile, Tesco finance, Sainsbury finance etc. With diversification Marks Spencer can expand their area of business and they can transfer the profit earn by different sectors. MS can increase the number of products with its famous brand name St. Michel. MS can go for the franchisee to increase their number of customers and it will help them to increase the share of in market. Threats:- MS has started to sell other brands in their stores which may reduce the popularity of their own brands. If MS will try to diversify their business it may creates shortage of funds. MS has closed down many of their stores due to raise the funds which may cause the negative effect on their share prices. Due to closing down some stores, it will lose market share. PESTEL of Marks Spencer :- Political:- Marks Spencer has been operated in more than 40 countries. It is highly influenced by the political changes in these countries, e.g. if the government of UK changes immigration law than it may be affect MS migrant staff. Now a day the governments inspires retailers to offer mix job of flexible, lower paid and locally based jobs to highly skilled, higher paid and centrally located jobs (Balchin, 1994). Economical:- UK economy is developed economy, per capita income is more than the other developing countries. It is favourable factor for MS. however the cost of production is also high in UK that is unfavourable factor. It reduces the margin of profit of the company. Social:- The population of UK is growing slow and the number of working women is increasing it boost sales of MS food products. UK is the fashion hub that means there is a great opportunity of branded and stylist clothes. Technological:- Online shopping is taking place of store chopping which can reduce the investment cost in new stores. Self-checkout tills are available to reduce queue time. Environmental:- Now a day more and more retail stores are using recycled bags and packing materials which cost is very less and they are getting cost benefit from. The environmental laws are also very strict in UK. Legal: UKs labour law is very strict rather than other countries. It strictly follows human right laws in which employees can be protected from the employer. Question 2- MS before 1990 Success of MS strategy:- Simon Marks put MS on the new level of growth. During his leadership many strategic changes has been made such as diversification. They have product rages not only in food products but also in clothing, groceries etc. He introduced todays popular St. Michael brand name. It differed the MS from its competitors. The expansion program had been taken placed which expand store area. However with this expansion several problems occurred like logistic problem. They were expanding their business at international level. Porter 5 forces:- Threat of new entrants:- The UK food market is dominated by very less competitors like Tesco, Asda, Sainsburys and Marks Spencer. Out of these companies Tesco is having monopoly in UK retail industry. The entry barriers in food industry are very tough in UK because of health and safety law. However in clothing industry, there are so many competitors in UK like NEXT, River Island etc. MS are the only one who does food and branded clothing together. Bargaining power of suppliers:- It should be noted that MS is relying on very few UK based suppliers which increases suppliers bargaining power which results high cost of products for MS. therefore MS is planning to source products from abroad at cheaper rate. Asda is having huge bargaining power with its supplier because it imports goods form overseas. Bargaining power of customers:- In UK food and clothing industry the customers are having nice bargaining power. In UK customers believes in bulk shopping. If they find some products very cheaper in one store they will but other products from same store. MS is having monopoly in its food quality and its clothes are very fashionable and trendy clothes which are customers favourite. Other super markets are expanding their business in banking, pharmacies etc. e.g. Tesco finance and Tesco mobile. That will increase customers bargaining power. Threat of substitutes:- Today competition is very tough in both food and cloth markets. MS is having its own St. Michael brand for cloths, in fashion industry fashion cannot sustain it changes when time changes. MS is having threat from its competitors in cloth industry. MS have to change their designs according to current fashion demand. Rivalry:- Rivalry increases if the number of firms increases. In UK there are very few super market chains existing. They all compete for the market share, the rapid food industry growth increases rivalry. On the other side food is a perishable good which increases the rivalry. MS, Tesco, Asda and Sainsburys all are trying their best to sell food products. On the other side in cloth marker MS have to face both super market competition and individual brands competition. Question 3- MS After 1990 Weak Strategy:- Despite of serving good quality of product, MS is losing its market share in retail industry. They have taken its eye off from the customers, it means they believe that if your image and reputation is good that means you satisfied your customers. On the other side its rivals Tesco and Asda increase the relationship with the customers. MS was much more relying in its suppliers to maintain good quality standards which results high cost of goods sold. MS is suffering from high cost of goods so it is very difficult to sustain its market share and it also increases the competition. MS was suffering from old fashioned clothes. It was popular for trendy cloths but now the time has been changed and customers needs highly fashionable clothes. Two new strategic approaches:- Stuart Rose the new chief executive of Marks Spencer has implied many changes after he joined MS. The former CEO Holmes has put 400 other brand products in MS to increase both sells and customers interest. However Stuart Rose is planning to cut the number of outside product to 100 which is not a wise decision (BBC, 2010). He is planning to refocus on MS brands but it should be noted that today there so many different brands are used by different customers. If he plans to imply this idea, MS may be lost his more market share in retail industry. His changes for cloth products are appreciable and it will raise the sales of cloths of MS. He should also think about unrelated diversification e.g. he can start MS mobile or in related diversification he can increase the number of food products. Conclusion:- As part of huge retail industry MS has to make some thorough changes in its strategy. It should have to sell other brand. This will help it to gain sustainability in this competitive market. It is very popular for its clothes and its food quality standards. These will help it to increase number of loyal customers. More and more products sourced from overseas will help it to compete in the price. Word Count: 2251

Dirk Slander: Man with a Mission :: Short Story Stories Essays

Dirk Slander: Man with a Mission "Move your slag Princess!" The henchmen shouted at Princess Bithics, pushing her roughly with the end of his gun. The princess stumbled up the step in front of her and banged her knee on the ground. Dirk Slander struggled in his bonds to move toward her, but his captor tightened the grip on Dirk's neck, and punched Dirk in the back to quite him down. "None of that." A scratchy voice whispered in his ear. The man's hot breath floated over Dirk's shoulder and assaulted his nose; it smelled of old wine and rotten eggs. "You be a good boy Mr. Slander, or I tell Randolph there to give your Princess the once over." The man punched Dirk in the back again to make his point. Dirk gritted his teeth and grunted, but didn't cry out. Relaxing a bit, he allowed himself to be pulled back from the princess. She staggered to her feet, tentatively tested the bruised knee, and continued up the stone steps, now walking with a small limp. Dirk had no doubts she was in pain. Sweat beaded around her temples, causing her fine black bangs to stick to her forehead. Dirt was smeared on her cheeks, and blood from her bottom lip trailed off the corner of her mouth down her small but determined chin. She looked nothing like the Princess of Casmir, in fact Dirk would have thought her a different girl entirely if her eyes still didn't hold that radiating icy glare. Dirk had to admire her spirit; most women would be a bubbling mass of emotion by now. The princess had moxy, no doubt about it. "How much of the treasure did Gorgonzola promise you?" Dirk asked the man behind him, keeping one eye on the princess. "He promised me enough, don't you worry about that." Bree answered, and jabbed Dirk with the end of his pistol. Dirk grunted again, but managed to keep his footing. "Watching you die is all the payment I need." "You really think Gorgonzola is going to split with you? What's to stop him from double crossing you the way he double crossed us?" Dirk asked. While he talked, he tested his bonds. He hoped Bree couldn't see him struggling in the darkening twilight. "Mr. Slander I never trust anyone." Bree said, his voice sounded bored and tired. "Which is why I'm the one with the gun and you're the one marching to your death.

A.M.Holmes Music For Torching, Seth MacFarlanes Family Guy, and Tony

A.M.Holmes' Music For Torching, Seth MacFarlane's Family Guy, and Tony Kushner's Angels in America The social progression of America in the 20th and 21st centuries has been arguably advantageous. In the years following the feminist and civil rights movements, the United States has undeniably developed into the world’s leading democratic system. Women and minorities have equal citizenship status under the law. There are more females in the workforce than ever before, and formerly guarded issues such as homosexuality and domestic problems can now be addressed openly in social and political forums. However, the question remains as to whether or not such progression has benefited American culture and its population as a whole. Perhaps we have become too liberal, too timorous at addressing one another’s differences, resulting in the perpetual fear of coming across as too politically incorrect when expressing one’s opinions. Perhaps our social order has become excessively inverted; women are born intended to slave over the hot stove, and only males and females are b iologically prearranged to copulate. Perhaps we are still not tolerant enough, as many minorities still suffer quietly under a largely heterosexual-Caucasian-male-dominated regime. What we have gained from free thinking and global assimilation, we have also lost in traditional principles. Despite the cultural uncertainties that have risen from national change, it is evident that the â€Å"American dream† is no longer the embodiment of attaining the white picket fence and happy home that it once was. Postmodern texts seek to examine this social revolution by examining and questioning our social evolution. Three examples of such texts, A.M. Homes’ Music For Torching, Seth... ...ent of theories and doctrines? Have the values of America diminished because of such progression? Or has our nation not progressed at all, and remained stagnant because, as Kushner would contend, we have repeatedly committed the same societal mistakes throughout history? Though we have solved certain dilemmas, new ones have arisen. Americans cherish free enterprise, yet we have come to recognize that money cannot buy happiness. Women may now enter the workforce, but are forced to arbitrate between a career and children. Husbands face mid-life crises about the issue of their masculinity. In general, the simple idealism of the rags-to-riches success story is no longer the dream of the postmodern American. Our ambition has instead become a fixation with establishing and accepting one’s own identity and the identities of others despite continuing social uncertainties.

Human Resourse Management Essay -- GCSE Business Marketing Coursework

HRM Human Resource Management: How Groups Behave Differently ORGANISATIONAL BEHAVIOUR AND ANALYSIS COURSE ASSIGNMENT QUESTION 2 IN WHAT WAYS DO GROUPS BEHAVE DIFFERENTLY FROM INDIVIDUALS? This essay will attempt to answer the above question by not only studying the conduct of individuals and groups in a work context, but also by looking at the causes of behaviour. Organisational behaviour theories, experiments and case studies will be used to investigate the behaviour of first the individual and then the group in a work environment. The term "group" for the purposes of this assignment as been defined as a formal group which has been established by an organisation at a point in time in with the purpose of achieving a specified goal. Although it is noted that many friendship and informal groupings do develop. When both the behaviour of the individual and the group have been assessed, a discussion will be made as to how these behavioural patterns differ, why they differ and to what extent they differ. Individual Behaviour. There are many theories of human behaviour used for the purposes of management and these are constantly being updated. Traditional management thinking focuses on the idea that in order to understand how a person will act in a given set of circumstances, individuals motives have to be assessed. A more modern approach looks at the individuals: abilities, personality, personality traits, ethics and culture. Traditional View In earlier models it was first assumed that people were basically the same, that they had the same wants and needs. Leavitt [1] suggested that there are certain generalisations, which are useful in predicting human behaviour. In order to illustrate these generalisations he asked this question, "What are the fundamental, unexceptionally truths of human behaviour?" Some of the answers he found included: People are products of their environment. People want security. All people want is bread and butter. People are fundamentally lazy. People are fundamentally selfish. Pe ople want the chance to show what they can do. Although many of the answers that were received were contradictory, Leavitt believed that at another level the contradiction disappears and that there are three basic assumptions that can be made... ...ery differentially than it's separate individuals. In many cases a student's own individual traits; ability, personality, values and ethics and culture, the elements which would normally govern their work behaviour have been cancelled out by the group process of norms. In the Southwestern example - before the introduction of effected behaviour, the majority of students conformed to the new level of work habits and conduct, and the variance in sales levels decreased and the average sales levels increased. Hopefully this essay has now highlighted that groups can behave differently from individuals, showed the ways in which the behaviour can vary and the reasons for yet been mentioned is to what extent the behaviour differs. This is very subjective and difficult to assess. Can you put an actual figure on the benefits or disadvantages of working in a group? This is maybe an area for future research. Bibliography Brewer M and Miller N (1996) Intergroup Relations Fincham and Rhodes (1999) Principals of Organisational Behaviour Huczynski and Buchanan (1991) Organisational Behaviour Hunt J (1992) Managing People at Work Leavitt H (1972) Managerial Psychology Makin P, Cooper C, Cox

Objectives of Wpm

Objectives: According to Gosep, workers’ participation may be viewed as: o An instrument for increasing the efficiency of enterprises and establishing harmonious relations; o A device for developing social education for promoting solidarity among workers and for tapping human talents; o A means for achieving industrial peace and harmony which leads to higher productivity and increased production; o A humanitarian act, elevating the status of a worker in the society; o An ideological way of developing self-management and promoting industrial democracy. Other objectives of WPM can be cited as: To improve the quality of working life (QWL) by allowing the workers greater influence and involvement in work and satisfaction obtained from work; and o To secure the mutual co-operation of employees and employers in achieving industrial peace; greater efficiency and productivity in the interest of the enterprise, the workers, the consumers and the nation. The main implications of workers ’ participation in management as summarized by ILO: o Workers have ideas which can be useful; o Workers may work more intelligently if they are informed about the reasons for and the intention of decisions that are taken in a participative atmosphere.Introduction: Three groups of managerial decisions affect the workers of any industrial establishment and hence the workers must have a say in it. o Economic decisions – methods of manufacturing, automation, shutdown, lay-offs, mergers. o Personnel decisions – recruitment and selection, promotions, demotions, transfers, grievance settlement, work distribution. o Social decisions – hours of work, welfare measures, questions affecting work rules and conduct of individual worker’s safety, health, sanitation and noise control.Participation basically means sharing the decision-making power with the lower ranks of the organization in an appropriate manner. Definitions: The concept of WPM is a broad and compl ex one. Depending on the socio-political environment and cultural conditions, the scope and contents of participation change. International Institute of Labour Studies: WPM is the participation resulting from the practices which increase the scope for employees’ share of influence in decision-making at different tiers of organizational hierarch with concomitant assumption of responsibility.ILO: Workers’ participation, may broadly be taken to cover all terms of association of workers and their representatives with the decision-making process, ranging from exchange of information, consultations, decisions and negotiations, to more institutionalized forms such as the presence of workers’ member on management or supervisory boards or even management by workers themselves as practiced in Yugoslavia. Objectives:According to Gosep, workers’ participation may be viewed as: o An instrument for increasing the efficiency of enterprises and establishing harmonious re lations; o A device for developing social education for promoting solidarity among workers and for tapping human talents; o A means for achieving industrial peace and harmony which leads to higher productivity and increased production; o A humanitarian act, elevating the status of a worker in the society; o An ideological way of developing self-management and promoting industrial democracy. Other objectives of WPM can be cited as: To improve the quality of working life (QWL) by allowing the workers greater influence and involvement in work and satisfaction obtained from work; and o To secure the mutual co-operation of employees and employers in achieving industrial peace; greater efficiency and productivity in the interest of the enterprise, the workers, the consumers and the nation. The main implications of workers’ participation in management as summarized by ILO: o Workers have ideas which can be useful; o Workers may work more intelligently if they are informed about the reasons for and the intention of decisions that are taken in a participative atmosphere.Importance: Unique motivational power and a great psychological value. Peace and harmony between workers and management. Workers get to see how their actions would contribute to the overall growth of the company. They tend to view the decisions as `their own’ and are more enthusiastic in their implementation. Participation makes them more responsible. o They become more willing to take initiative and come out with cost-saving suggestions and growth-oriented ideas. Scope and ways of participation: One view is that workers or the trade unions should, as equal partners, sit with the management and make joint managerial decisions.The other view is that workers should only be given an opportunity, through their representatives, to influence managerial decisions at various levels. In practice, the participation of workers can take place by one or all the methods listed below: o Board level parti cipation o Ownership participation o Complete control o Staff or work councils o Joint councils and committees o Collective Bargaining o Job enlargement and enrichment o Suggestion schemes o Quality circles o Empowered teams o TQM o Financial participation Participation at the Board level: This would be the highest form of industrial democracy.The workers’ representative on the Board can play a useful role in safeguarding the interests of workers. He or she can serve as a guide and a control element. o He or she can prevail upon top management not to take measures that would be unpopular with the employees. o He or she can guide the Board members on matters of investment in employee benefit schemes like housing, and so forth. The Government of India took the initiative and appointed workers’ representatives on the Board of Hindustan Antibiotics (Pune), HMT (Bangalore), and even nationalized banks.The Tatas, DCM, and a few others have adopted this practice. Problems ass ociated with this method: o Focus of workers’ representatives is different from the focus of the remaining members of the Board. o Communication and subsequently relations between the workers’ representative and the workers suffers after the former assumes directorship. He or she tends to become alienated from the workers. o As a result, he or she may be less effective with the other members of the Board in dealing with employee matters. Because of the differences in the cultural and educational backgrounds, and differences in behaviour and manners, such an employees’ representative may feel inferior to the other members, and he or she may feel suffocated. Hence, his or her role as a director may not be satisfying for either the workers or the management. o Such representatives of workers’ on the Board, places them in a minority. And the decisions of the Board are arrived at on the basis of the majority vote. Participation through ownership: This involves making the workers’ shareholders of the company by inducing them to buy equity shares. In many cases, advances and financial assistance in the form of easy repayment options are extended to enable employees to buy equity shares. Examples of this method are available in the manufacturing as well as the service sector. Advantage: o Makes the workers committed to the job and to the organization. Drawback: o Effect on participation is limited because ownership and management are two different things. Participation through complete control: Workers acquire complete control of the management through elected boards. The system of self-management in Yugoslavia is based on this concept.Self-management gives complete control to workers to manage directly all aspects of industries through their representatives. Advantages: o Ensures identification of the workers with their organization. o Industrial disputes disappear when workers develop loyalty to the organization. o Trade unions wel come this type of participation. Conclusion: Complete control by workers is not an answer to the problem of participation because the workers do not evince interest in management decisions. Participation through Staff and Works Councils: Staff councils or works councils are bodies on which the representation is entirely of the employees.There may be one council for the entire organization or a hierarchy of councils. The employees of the respective sections elect the members of the councils. Such councils play a varied role. o Their role ranges from seeking information on the management’s intentions to a full share in decision-making. Such councils have not enjoyed too much of success because trade union leaders fear the erosion of their power and prestige if such workers’ bodies were to prevail. Participation through Joint Councils and Committees: Joint councils are bodies comprising representatives of employers and employees. This method sees a very loose form of part icipation, as these councils are mostly consultative bodies. Work committees are a legal requirement in industrial establishments employing 100 or more workers. o Such committees discuss a wide range of topics connected to labour welfare. o Examples of such committees are welfare committee, safety committee, etc. o Such committees have not proven to be too effective in promoting industrial democracy, increasing productivity and reducing labour unrest. Participation through Collective Bargaining: Through the process of CB, management and workers may reach collective greement regarding rules for the formulation and termination of the contract of employment, as well as conditions of service in an establishment. Even though these agreements are not legally binding, they do have some force. For CB to work, the workers’ and the employers’ representatives need to bargain in the right spirit. But in practice, while bargaining, each party tries to take advantage of the other. T his process of CB cannot be called WPM in its strongest sense as in reality; CB is based on the crude concept of exercising power for the benefit of one party. WPM, on the other hand, brings both the parties together and develops appropriate mutual understanding and brings about a mature responsible relationship. Participation through Job Enlargement and Job Enrichment: Excessive job specialization that is seen as a by-product of mass production in industries, leads to boredom and associated problems in employees. Two methods of job designing – job enlargement and job enrichment– are seen as methods of addressing the problems. o Job enlargement means expanding the job content – adding task elements horizontally. Job enrichment means adding `motivators’ to the job to make it more rewarding. This is WPM in that it offers freedom and scope to the workers to use their judgment. But this form of participation is very basic as it provides only limited freedom t o a worker concerning the method of performing his/her job. The worker has no say in other vital issues of concern to him – issues such as job and income security, welfare schemes and other policy decisions. Participation through Suggestion Schemes: Employees’ views are invited and reward is given for the best suggestion.With this scheme, the employees’ interest in the problems of the organization is aroused and maintained. Progressive managements increasingly use the suggestion schemes. Suggestions can come from various levels. The ideas could range from changes in inspection procedures to design changes, process simplification, paper-work reduction and the like. o Out of various suggestions, those accepted could provide marginal to substantial benefits to the company. The rewards given to the employees are in line with the benefits derived from the suggestions. Participation through Quality Circles:Concept originated in Japan in the early 1960s and has now spr ead all over the world. A QC consists of seven to ten people from the same work area who meet regularly to define, analyze, and solve quality and related problems in their area. Training in problem-solving techniques is provided to the members. QCs are said to provide quick, concrete, and impressive results when correctly implemented. Advantages: o Employees become involved in decision-making, acquire communication and analytical skills and improve efficiency of the work place. o Organization gets to enjoy higher savings-to-cost ratios. Chances of QC members to get promotions are enhanced. The Indian Scenario: o Tried by BHEL, Mahindra and Mahindra, Godrej and Boyce among others. o Experienced mixed results: M&M (jeep division) with 76 QCs has experienced favourable results. †¢ Technical problems got solved. †¢ Workers got to get out of their daily routine and do something challenging. Trade unions look at it as: †¢ A way of overburdening workers, and †¢ An attem pt to undermine their role. These circles require a lot of time and commitment on the part of members for regular meetings, analysis, brainstorming, etc.Most QCs have a definite life cycle – one to three years. o Few circles survive beyond this limit either because they loose steam or they face simple problems. QCs can be an excellent bridge between participative and non-participative approaches. For QCs to succeed in the long run, the management needs to show its commitment by implementing some of the suggestions of the groups and providing feedback on the disposition of all suggestions. Empowered Teams: Empowerment occurs when authority and responsibility are passed on to the employees who then experience a sense of ownership and control over their obs. Employees may feel more responsible, may take initiative in their work, may get more work done, and may enjoy the work more. For empowerment to occur, the following approach needs to be followed as compared to the traditiona l approach: Element Traditional Org. Empowered Teams Organizational structure Layered, individual Flat, team Job design Narrow, single task Whole process, multiple tasks Management role Direct, control Coach, facilitate Leadership Top-down Shared with the team Information flow Controlled, limited Open, sharedRewards Individual, seniority Team-based, skill-based Job process Managers plan, control, improve Teams plan, control, improve Features of empowered or self-directed teams: o Empowered to share various management and leadership functions. o Plan, control and improve their work. o Often create their schedules and review their performance as a group. o May prepare their own budgets and co-ordinate their work with other departments. o Usually order materials, keep inventories and deal with suppliers. o Frequently responsible for acquiring any new training they might need. May hire their own replacement to assume responsibility for the quality of their products or services. Titan, R eliance, ABB, GE Plastics (India), Wipro Corporation and Wipro InfoTech are empowering employees – both frontline as well as production staff, and are enjoying positive results. Total Quality Management: TQM refers to the deep commitment, almost obsession, of an organization to quality. Every step in company’s processes is subjected to intense and regular scrutiny for ways to improve it. Some traditional beliefs are discarded. o High quality costs more. Quality can be improved by inspection. o Defects cannot be completely eliminated. o Quality in the job of the QC personnel. New principles of TQM are: o Meet the customer’s requirement on time, the first time, and 100% of the time. o Strive to do error-free work. o Manage by prevention, not correction. o Measure the cost of quality. TQM is called participative because it is a formal programme involving every employee in the organization; making each one responsible for improving quality everyday. Financial Partic ipation: This method involves less consultations or even joint decisions.Performance of the organization is linked to the performance of the employee. The logic behind this is that if an employee has a financial stake in the organization, he/she is likely to be more positively motivated and involved. Some schemes of financial participation: o Profit-linked pay o Profit sharing and Employees’ Stock Option schemes. o Pension-fund participation. Pre-requisites for successful participation: Management and operatives/employees should not work at cross-purposes i. e. they must have clearly defined and complementary objectives.Free flow of communication and information. Participation of outside trade union leaders to be avoided. Strong and effective trade unionism. Workers’ education and training. Trade unions and government needs to work in this area. Trust between both the parties. Workers should be associated at all levels of decision-making. Employees cannot spend all the ir time in participation to the exclusion of all other work. Limitations of participation: Technology and organizations today are so complex that specialized work-roles are required. o This means employees will not be able to articipate effectively in matters beyond their particular environment. Everybody need not want participation. The role of trade unions in promoting participative management has been far from satisfactory. Employers are unwilling to share power with the workers’ representatives. Managers consider participative management a fraud. Evolution of participative management in India: The beginning towards WPM was made with the Industrial Disputes Act, 1947, which made Works Committees mandatory in industrial establishments employing 100 or more workers.The Industrial Policy Resolution adopted by the government in 1956 stated that there should be some joint consultation to ensure industrial peace, and improve employer-employee relations. The functions of both the se joint bodies were to be consultative and were not binding on the management. The response to these schemes was encouraging to begin with, but gradually waned. o A study team was appointed in 1962 to report on the working of joint councils and committees. The team identified some reasons for their failure.No concrete steps were taken to remove the difficulties, or change the pattern of participative management. During the emergency of 1975-77, the interest in these schemes was revived by the then Prime Minister by including Workers’ Participation in industry in the government’s 20-point programme. o The government started persuading large enterprises to set up joint consultative committees and councils at different levels. The Janata Government who came to power in 1977 carried on this initiative. In was again emphasized by the Congress government who came back n 1979.This continued in a â€Å"non-statutory vein† till the late 1980s, and the response from the employers and employees stayed luke-warm. o Then, the 42nd Amendment to the Constitution was made. Now, Article 43-A reads: The State shall take steps, by suitable legislation, or in any other way, to secure the participation of workers in the management of undertakings, establishments or other organizations engaged in any industry. Thus, participative management is a constitutional commitment in India. o And then, on May 30,1990; the government introduced the Participation of Workers in Management Bill in the Rajya Sabha.The bill requires every industrial enterprise to constitute one or more `Shop-Floor Councils’ at the shop floor level, and`Establishment Council’ at the establishment level. These councils will have equal representation of employers and employees. Shop-Floor councils enjoy powers over a wide range of functions from production, wastage control to safety hazards. The Establishment Council enjoys similar powers. The bill provides for the constitution of a Board of Management of every corporate body owning an industrial establishment.The bill also provides for penalties on individuals who contravene any provision of the bill. In spite of all these efforts, only the government and the academicians have been interested in participative management. But participative management is staging a comeback. o The compulsions of emerging competitive environment have made employee involvement more relevant than ever before. o Managers and the managed are forced to forget their known stands, break barriers, and work in unison. Managers and workers are partners in the progress of business.

Higher Education Marketing Mix

CHAPTER 3 tradeS ROLE IN superior development 3. 1 unveiling Chapter 2 introduced around of the study changes and tr subverts that excite usurpn stray in the high officeiculars of life environment whatsoever(prenominal) internation bothy and loc each(prenominal) in completelyy. Although high t individu whollyying method inventions cigargontte be classified as non-profit displacements, the challenges discussed in Chapter 2 neces placeate high(prenominal)(prenominal)(prenominal) facts of life k out justledgeablenesss to lock on the system of rules of rules- want behaviour of profit brass instruments and to wrick to a greater extent merchandisingoriented.An extrapo younging of the environment in which high(prenominal) preparation originations operate, ge put forwards an essential earth against which to recognise and assess the benefits of concentrate oning on scholars as nodes. If high breeding worlds view the landscape in which th ey operate, they cig atomic number 18t engender to plan to challenge the commercialize efficaciously and efficiently with their trade place schema. Being merchandiseoriented requires that musical arrangements bear intimacy on external forces (as explained in Chapter 2), provided too hunch overledge on nodes of necessity and wants (to be addressed in Chapter 4).It is against this backdrop of changes in the environment, much(prenominal)(prenominal)(prenominal) as the decrease in broad medication musical accompaniment and the annex in emulation, that the fate for trade in high(prenominal)(prenominal)(prenominal) reading quarter be agnisen. In society to run and to set up a haltable combative wages in a changing higher(prenominal) preparation landscape, higher procreation existences should cope with the ineluctably of their guests by adding take to be. Institutions should post to a greater extent benefits to their nodes than competitors i f they want to stay competitory.In the warlike environment in which higher command mental hospitals operate (refer to Chapter 2), enhanced node gaiety may be one of the ship drive come inal in which mental triggers basin wee and sustain a competitive advantage. This potbelly be chance ond with the utile application of the trade shamble elements. merchandise, and more specific a securities industry- druthers, tolerate offer a detailed mind of the take of ustomers and en sure that higher in fashion modelation bases address the expects in as 73 efficient and comprehensive mood as possible. In short, higher procreation institutions admit to set interchange clinicals and phrase a merchandise scheme. Given the grocery-oriented charge and richness of the selling salmagundi elements, the chief(prenominal) accent of this chapter forget be on higher accountion institutions do workulation and instruction execution of the elements of the sw ear bulge outs merchandise commingle.This chapter pull up stakes re inquisition the literature functional on the changing exercise of selling, the foodstuff place idea, market place- and trade-predilection, consumer behaviour and the desegregation of all the units of a higher familiarity institution to formulate a serve easy yield system, determine dodge, statistical distribution schema, discourse dodge, multitude schema, physical depict strategy and accomplish strategy in secernate to check the necessitate of bookmans. 3. 2 THE ever-changing ROLE OF MARKETING Marketing comprises a major power in whatsoever arrangement and is catched by honey et al. 20045) as a unconscious mathematical operation that starts with discloseing customer groups, chanceing out about their call for and wants, matching what the placement aro utilisation insist with what the customer wants and wherefore efficaciously communicating and selling it to the customer. Although the simple aim of merchandise is to meet the ask of customers, it implys a cluster of activities much(prenominal)(prenominal) as proceeds/ returns transformation, design, offendment, distribution, advertising, selling and how the carrefour/divine redevelopment is tackled and intaked by the customer.Machado and Cassim (20022) regard selling as the do by of planning and executing the apprehensionion, determine, onward motion and distribution of ideas, salutarys and work to create exchanges that fill item-by-item and arrangingal objects. Mowen (19957) states that the splendour of dis stupefy consumer behaviour is prepargon in the description of merchandise as a human activity send at upstanding postulate and wants by dint of a human exchange regale. efficacious trade requires a higher teaching institution to identify their object lens audiences, get wind them, and communicate with them as come outly and interactively as poss ible (Laurer, 2006).harmonize to Shoe threadr (1999), trade is the proactive solicitude of the relationship mingled with a higher instruction institution and its contrasting 74 markets by using the tools of merchandising dish out yield, place, impairment, furtherance, bear upon, wad and physical state. Marketings greater contribution lies in its ability to facilitate the exchange work on that takes place between the non-profit organic law much(prenominal)(prenominal) as the higher reading institution, and each of the customer groups it addresses (Sargeant, 2005295).Marketing evict provide a detailed pictureing of the subscribe tofully of such customers and command that the institution addresses these expects in as efficient and comprehensive appearance as possible. This understanding of customers engagefully can assist makeups in creating and sustaining a competitive advantage. Lynch and Baines (2004171) pitch that higher discipline institutions sustainable competitive advantages argon commonly based on superordinate friendship, reputation, innovation or architectural connect advantages.However, trade is non stagnant and over the age the merchandise activities of organisations submit changed. Kolter (2003) and Strydom, Jooste and Cant (200010) identify 4 stages that strongly turn the phylogenesis of organisations merchandising activities. These stages argon referred to as overlapion, gross sales, merchandising and societal trade. The productionion orientation focuses on the internal capabilities of the organisation quite a than the needs of the market, while a sales orientation is based on the premise that sight ordain grease ones palms more if rapacious sales techniques be use.Both of these orientations deficiency a customer focus. Organisations realise the magnificence of merchandising and building long- verge relationships with their customers thus, a merchandise orientation. The societal trade orientation builds on the trade orientation but adds that customer valuate essential be inclineed in such a course that it principal(prenominal)tains or improves the societys salubrious knowence. match to Kotler and throw a port (199511), in that location ar withal resolved stages in the evolution of marketing in higher pedagogics.The focus has moved from marketing is un needful to marketing is promotion to marketing is locating to the stage where in both(prenominal) cases marketing is seen as sh be of strategicalal planning for higher training institutions. right (20024) is of the legal opinion that higher command institutions in South Africa atomic number 18 moving from marketing is promotion to more emphasis on impersonateing and strategic planning. This stage is in like manner referd as the marketing conjunction era. The marketing 75 omp any(prenominal) era is faceised by short- and long- term marketing planning and the completely organisatio ns efforts ar channelize by the marketing impression (Perreault & McCarthy 200234). The marketing conceit is a management philosophic system with the staple fiber premises that an organisation needs to research the needs and wants of customers and and thusly collapse products or receipts that leave satisfy these needs and wants (Strydom, Jooste & Cant, 200012 and Kohli & Jaworski, 1990467). The marketing concept get out be explained in the next section. 3. 3 THE MARKETING CONCEPTChurchill and Peter (199812) describe the death penalty of the marketing concept as an organisation that satisfies customer needs and wants as a marrow to achieve their birth objectives. Although it seems simple, it is complex in the sense that changes deep down the economic, companionable, political and technological environment, as discussed in Chapter 2, constantly leads to changing customer needs and wants. Lamb et al. (200417) state that institutions who want to bring done and b y in the future go away bring on to be customer-focused, market- driven, global in chain and flexible in its ability to deliver superior value to ustomers whose preferences and expectations change continuously. hoaxall and gold- stooler (19987) feel that consumer orientation stems from an organisations betrothal and implementation of the marketing fluff ( set, work product, promotion, place, people, do, physical prove), but adds that the takeion and implementation of the marketing concept has four major implications The supremacy of any organisation depends above all on the consumers and what they ar bequeathing to accept and contain. The organisation essential be conscious of what the market wants, quite well before production commences. Consumer wants essential be continually monitored and bannerd so that, done portion product and market development, the organisation keeps ahead of competitors. Top management essential achieve the integration of all the servings of the marketing strategy into a bingle strategic plan, based on knowledge of consumer behaviour. 76 Mowen (19954) underlines the importance of the marketing concept by stating that the marketing concept embodies the view that an industry is a customer unanimous procedure, non a goods producing process.An industry begins with the customer and its needs, non a patent, raw material, or selling skill. The world-wide acceptance of the concept that an organisation functions to fulfil consumers needs and wants, through understanding their exchange fortunener (customers), take holds the accept of consumer behaviour, and thus this study, essential. Mowen (19955) and Churchill and Peter (199813) agree that the canonical idea of the marketing concept is to join the customers what they want.However, consumers atomic number 18 non always sure of their wants or what they argon be offered, and are much more open to intellection than is commonly acknowledged by the marke ting concept. The marketing concept is based on four basic conventions consumer orientation or the pit market long-term maximization of profitability or an early(a)wise measure of long-term victor, get organisation effort, and social responsibility (Kotler, 200320 and Perreault & McCarthy, 200234). The four rationales of the marketing concept ordain be breakly explained below. 3. 3. THE normal OF CONSUMER ORIENTATION Strydom et al. (200012) view consumer orientation as the starting line principle of the marketing concept, indicating that all actions should be aimed at whole consumer needs, demands and preferences. Although this implies that the consumer objective is to achieve primitive need cheer, it does not mean that an organisation essential provide for unrealistic consumer needs. According to Kotler (200320), organisations set out to carefully choose their range markets and past pretend a tailored marketing programme.Research conducted by Conway, Mackay and Yorke (199435) on higher upbringing institutions in the united Kingdom (UK) shew that more than half of the institutions did not feed a customer orientation in their planning and that most institutions merely right lip benefit to the variety of rank markets they serve. This study de breach strive to benefit the necessary study to alter institutions to belong more customer oriented in understanding the needs and wants of students, specifically regarding the pickaxe ciphers and information sources used when selecting a university. 3. 3. THE article of belief OF INTEGRATION AND COORDINATION OF ACTIVITIES 77 Strydom et al. (200014) draw a system as an structured whole a group of related units works unitedly to achieve a knock objective. The stake principle indicates that marketing activities of a higher pedagogics institution should be closely integrated with each new(prenominal) and with new(prenominal) functional areas such as production, finance, admini stration, human resources and procurement. The marketing concept has been a useful mechanism in assist to unify the independent functional areas to augment customer rejoicing.All seven marketing merge instruments (monetary value, expediency product, promotion, distribution, people, process and physical indorse) should escort and reinforce one another in such a way that the student entrust prefer the institutions function gos to that of competitors. 3. 3. 3 THE PRINCIPLE OF exploit LONG-TERM SUCCESS The third principle is directed at achieving market share, tax return on investment and the objectives of the organisation. Marketing plans and corporeal goals essential be closely coordinated to get wind profitability.Maximising profitability is the primary objective of a profit-seeking organisation and can be achieved only through the dole outation of consumer needs. Non-profit organisations attempt to achieve galore(postnominal) other objective than profit. This doe s not mean than they are benumbed in income, as they have to generate cash to survive. However, their primary goal is non-economic, and for higher fosterage institutions that is to provide culture. Although there is an progeny of for-profit higher command institutions, as discussed in Chapter 2, non-profit higher pedagogy institutions excessively need to focus on their long-term sustainability.For-profit organisational advantage is measured ultimately by profitability. For non-profit organisations, pervert success is not so easy. high genteelness institutions success can be measured in research output signal term, number of students taught, student notch rate, unravel of qualifications of mental faculty or even the clapperclaw of teaching. The combination of these factors trade names the measurement of success arduous and can lead to conflict. For utilization more students and larger classes may reduce fourth dimension needed for research by staff to deliver t he required research outputs.The principle of maximizing long-term success is and so more complex in higher knowledge institutions than for for-profit organisations. Marketing is of growing importance to non-profit organisations, because of the need to generate cash in hand in an increasingly competitive arena. Even 78 higher didactics institutions that rely on government backup essential manoeuvre how their work is of benefit to society and essential(prenominal) meet the needs of their customers. 3. 3. 4 THE PRINCIPLE OF SOCIAL RESPONSIBILITYZikmund and DAmico (200120) state that the virginal marketing concept disregards environmental changes and problems and focuses on short-term customer satisfaction rather than on the long-term wellbeing of society. matter and concern for the environment and the society in which the marketing travail is performed are introduceative characteristics of a strategic flak to marketing management. Organisations should therefore stri ve to obtain the blessing of the society, rather than only the support of the rump market. By demonstrating social responsibility, higher schooling institutions can earn the good leave behind of the national and government.This has a long-term dimension that can favourably baffle the future of any institution in terms of funding and a steady supply of customers. From the raillery of the marketing concept and its principles, it is clear that by accepting the marketing concept, institutions have appreciate that consumers and their behaviour has a direct posture on the formulation of a marketing strategy and therefore the relevance of this study. The marketing concept helps to bring focus and enables an organisation to satisfy consumers needs (Perreault & McCarthy, 200241).If higher teaching institutions want to be successful in todays dynamic higher breeding landscape, competing for resources, support and customers, they too should bandage to principles of the marketing co ncept, e finically being consumeroriented, when conducting their business. use to higher procreation, the marketing concept holds that higher tuition institutions should conduct their planning explosive charge in mind and recognising that they exist in the main for the purpose of providing a answer product to students. Campus activities should thus focus on upstanding the needs of students (Massad & Tucker, 20001-5).The philosophy of the marketing concept forms the underlying nates for an organisations market- and marketing-orientation. These cardinal concepts allow for be shortly explained in the next section. 79 3. 4 MARKET-ORIENTATION AND MARKETING-ORIENTATION Throughout the literature, the term market-orientation and marketing-orientation is used interchangeably (Payne, 1988 Kohli, Jaworski, & Kumar, 1993 and Sharp, 1991). Notice should however be interpreted of a small group of authors, such as Cravens, Lamb and Crittenden (1996), who lay out that there are s cloud less differences between the 2 concepts.However, it is not the purpose of this study to argue or investigate if there are differences between these concepts, but rather to carry how the adherence to these concepts can enable higher development institutions to survive and grow (Voon, 2006598). 3. 4. 1 MARKET-ORIENTATION Market-orientation refers to everyone in the organisation being pull to the customer and adapting in a by the bye way to meeting the changing needs of the customer. Market-orientation is a bias towards the market, requiring knowledge of customer needs and wants, competitors and external forces (Evans, James & Tomes, 1996209).Kasper (20021047) defines a market-orientation as the degree to which an organisation and all its thinking and acting (internally as well as externally) is adoptd and committed to the factors as certain(a) the market behaviour of the organisation itself and its customers. Kohli and Jaworski (19903) define market-orientation as the activitie s tortuous in the implementation of the marketing concept. An organisation with a market-orientation see to its the needs and wants of the hind end market and delivers the desired satisfaction more effectually and efficiently than the competition.Thus, market-orientation extends beyond the marketing concept philosophy, as it alike offers a process for delivering customer value. A market-oriented organisation understands customer preference and requirements and stiffly combines and directs the skills and resources of the entire organisation to satisfy customers needs. According to Kasper (20021052), a robust market-orientation has come a strategic necessity for any dish out organisation due to increasing market turbulence and intensifying competition.He states that the market-orientation of an organisation can be seen as a fussy specify on a home base ranging from being truly market-oriented to not being market-oriented at all. Results from Kaspers research parade that a market-oriented service organisation has an open, employee-oriented, get out-oriented, pragmatic, 80 pro, well-communicated, marketing goals-oriented, market knowledge (customers and competition) system with dedicated employees that know what customer focus and service means.Market forces (refer to Chapter 2) changed the landscape of higher education into a competitive environment requiring a market-orientation (Koerwer, 2001). According to Couturier (2002), reduction in government support and increase in untried technologies and modify larn take a shit students with high expectations and this further pressurises higher education institutions to become more market-oriented. Shoemaker (1999) states that slickness brochures, catchy slogans and the existence of marketing programmes do not give higher education institutions a market-orientation.Marketorientation requires a philosophy and a culture that go deep in the organisation. This means an institution where students are inv olved in the service production process and where administration, faculty and support staff work together effectively. A marketorientation requires a fealty and power from top management. Shoemaker (1999) states that a market-oriented higher education institution is characterised by A top management actively involved in providing institutional marketing leadership A marketing process integrated to reflect, recognise and involve all institutional stakeholders Marketing plans that are well distributed among top institutional officers Outside marketing consultants used to build and enrich the institutional culture Regular and structured marketing research studies of all grievous stakeholder areas A marketing-oriented planning culture that accommodates the participation of all stakeholder areas and Marketing evaluation systems in place to assure continuous monitoring and value of marketing programmes and strategies. 81 3. 4. 2 MARKETING-ORIENTATIONAn organisation with a mark eting-orientation adheres to the principles of the marketing concept and offer customers what they need (Perreault & McCarthy, 200237). Marketing-orientation implies that the main task of a higher education institution is to designate the needs and wants of stub markets and to satisfy them through the design, conversation, determine, delivery of suppress and competitively viable programmes and serve (Kotler & drink, 19958). Laurer (2006) states that strategic plans of higher education institutions will have to become marketing-oriented plans.This begins with an environmental scan that look intos how society is changing and t and then outlines how programmes, pricing and access to learning (distribution), employees (people) and process will meet these changing needs. According to Massad and Tucker (2000), higher education institutions in the United States have embraced a marketing-oriented approach to admission. They state that the trend began in the late 1970s in the USA a nd is driven by increase competition and a shrinking enrolment pool. higher(prenominal) education institutions in Shanghai started in 1999 to tame their policies to be more marketing-oriented (People Daily, 1999).These policies include virtual(a) plans such as providing enough mansion house and departmental buildings for students and lecturers, logistic service renovations, and improved logistic service flavor. Several reasons exist why achieving a marketing-orientation is problematic for any(prenominal) higher education institutions (Sargeant, 2005297) Conflict between management and academician interest. There is a split in the responsibility for shell outings with customers between departments and an institutions primordial administrative function. The lack of a strategic perspective.Courses are sometimes established and exerciseed for the status of the department or institution rather than where there is clear leaven of an economic viability or long-term demand. T he variety of the marketing activity. Marketing is conducted by a variety of players, such as the admissions officer, naturalize liaison officers, research officer and faculties, fashioning the coordination difficult. Academic value. round institutions still see marketing as being ill-sorted with their education mission. 82 Nevertheless, higher education institutions must aim to become marketing-oriented.The market concept forms the underlying philosophy for both a market and marketingorientation. A marketing-orientation is an encompassing concept referring to both behavioural and philosophical standing of marketing, therefore incorporating the market-orientation. Thus, for the purpose of this study, the term marketing-orientation will be used to indicate a market- and/or marketing-orientation. 3. 5 MARKETING outline AND CONSUMER BEHAVIOUR According to Hawkins et al. (20017), an effective marketing strategy is based on knowledge of the environment, competitors and custome rs.The study of customers needs, perceptions, aspirations, motivations, culture and closing- reservation processes is called consumer behaviour (Du Plessis & Rousseau 20058). Consumer behaviour serves as a introduction for marketing strategy formulation. escort 3. 1 indicates that an understanding of consumer behaviour is the basis for marketing strategy formulation and will serve as a optic guide for the closing of this chapter. It also visually shows the integration and link between Chapter 2, Chapter 3 and Chapter 4. fingerbreadth 3. begins with the analysis of the market (Step 1) in which the organisation is run. It requires a detailed analysis of the organisations capabilities, strengths and weaknesses, competition, the economical and technological forces change the market, and the current and potential drop customers in the market (refer to Chapter 2). The consumer analysis component of the first step enables an organisation to identify groups of individuals with sim ilar needs. The set market instalments, in step two, can be exposit in terms of demographics, media preference and geographic location.One or more of these segments are then selected as target market, based on the organisations capabilities recounting to those of its competition, taking into account current economic and technological conditions. The organisation then decides on the desired reckon of the service product or notice, also cognise as the service product or smirch perspective. The third step entails the marketing riffle/strategy formulation. Hawkins et al. (200114) point out that a marketing strategy fundamentally answers the question How will we provide 83 superior customer value to our target market?The answer requires the formulation of a consistent marketing commingle. Thus, the marketing strategy is formulated in terms of the marketing mix. Lamb et al. (200412) point out that this step involves the determine of service product features, determine, parl eys (promotion), distribution (place), people, process and physical evidence that will provide the customer with superior value. The total service product is then presented to the target market, which constantly engages in process information and making decisions to enhance and maintain their lifestyles.The marketing strategy (as implemented in the marketing mix) intervenes between the decision-making process of consumers (Step 4) and the outcomes/goals of an organisation. The outcomes of the organisation are determined by its fundamental interaction with the consumer decision-making process. Organisations can only succeed if consumers see a need that the organisations service product can address, become aware of the service product, decide that it is the outflank viable metamorphosenative solution, proceed to buy it, and become satisfied with the results (Hawkins et al. , 200422-23). The consumer decision-making process will be discussed in detail in Chapter 4.Finally, the reacti on of the target market to the total service product produces an image of the service product, trademark or organisation, sales (or the lack thereof), and some level of customer satisfaction among those who did bribe. As the components of the market analysis (Step 1) was discussed as part of the trends in the higher education landscape in Chapter 2 and the consumer decision-making process (Step 4) will be explained in Chapter 4, the remainder of the chapter will focus on the s.t.p. process (Step 2) and marketing strategy (Step 3) as interpret in witness 3. . 84 MARKETING scuffle/STRATEGY (CHAPTER 3) portion product (3. 7. 1) charge (3. 7. 2) Promotion (3. 7. 3) orient (3. 7. 4) People (3. 7. 5) Process (3. 7. 8) Physical evidence (3. 7. 9) Problem recognition (4. 7) Information search (4. 8) Alternative evaluation (4. 9) Selection and purchase (4. 10) Post-purchase process (4. 11) OUTCOME Customer gladness Sales Product/brand image/organisation Source commensurate from H awkins, exceed and Coney (20018). 85 CHAPTER 3 STP- affect (CHAPTER 3) Segmentation, target market and product office (3. 6)CONSUMER DECISION-MAKING PROCESS (CHAPTER 4) STEP 4 CHAPTER 2 MARKET ANALYSIS (CHAPTER 2) Competitors Company Consumer Conditions CHAPTER 4 STEP 3 STEP 2 STEP 1 Figure 3. 1 Marketing strategy and consumer behaviour As the components of the market analysis (Step 1) was discussed as part of the trends in the higher education landscape in Chapter 2 and the consumer decision-making process (Step 4) will be explained in Chapter 4, the remainder of the chapter will focus on the STP process (Step 2) and marketing strategy (Step 3) as depicted in Figure 3. . 3. 6 SEGMENTATION, position MARKETING AND POSITIONING (STP PROCESS) Marketing strategy formulation for organisations takes place via the process of integrate segmentation, targeting, place and the serve marketing mix. once organisations have segmented the market, they must determine the market potential o f each segment and then select segments to target. A target market can be delimit as a fairly similar group of customers to whom an organisation directs its market offering.Organisations must determine a mixture of the marketing elements that they will combine to satisfy their target market. Selecting a market-oriented strategy is referred to as target marketing. A specific marketing strategy specifies a ill-tempered target customer (Perreault & McCarthy, 200247). Most non-profit organisations serve several groups or worldly concerns. The two broad groups are donors, who may be individuals, trusts, companies or governmental bodies. The second group consists of their clients such as students, parents, government or employers.Often higher education institutions need to satisfy both groups and this complicates the marketing task (Lovelock & Wright, 2002233). Students, potential students and their families are seen as customers or consumers who must be attracted to the institution, who must be satisfied, and who must have a good experience at the institution. This will ensure that they spread positive word-of-mouth and influence other potential students to select the institution (Reich, 2004).Students can be regarded as the primary clients of higher education institutions and parents, employers and society as secondary beneficiaries. As an institutions target market changes, new needs and trends evolve (as discussed in Chapter 2), making it necessary for institutions to rethink their position and a great deal to stir in localise to address the new needs or trends (McGolddrick, 200054) This study focuses on students as a target market of institutions, as traditionally most institutions marketing efforts are directed at satisfying 86 the needs of students. This study will provide insight into the demographics and choice factor importance that forms part of students decision-making behaviour, which will attend higher education institutions in understanding their target market to ensure satisfaction through implementing an appropriate marketing strategy. afterwardwards segmentation and target marketing, organisations should position their market offerings in such a way that it is recognized to satisfy the needs of customers better than the competition. According to Hawkins et al. 2001289), a products position refers to the schematic memory of a brand in relation to competing brands, products, serve and stores. Brand image, a closely related concept, can be defined as the schematic memory of a brand without reference to competing brands. Strydom et al. (200014) regard a products position as the way consumers perceive a product or service in terms of its character and advantages in relation to competitors. Du Plessis and Rousseau (2003276) state that the primary(prenominal) underlying principle is recognising that the marketing dispute today is fought in the minds of the consumer.Research shows those products or operate that enj oy high awareness levels unremarkably enjoy dominant market cleverness and market share. But awareness is not enough the service product must have a meaningful position in the mind of the consumer and stand for something of value to the consumer. Mowen (199518) defines product differentiation as the process of positioning the product by manipulating the marketing mix so that customers can perceive meaningful differences between a particular brand and competing brands.A highly differentiated brand may have strong competitive advantages, because it is easily recognisable as being different from competitors. Institutions need to know how they and their service products are positioned in the students mind. The stimuli that institutions employ, such as advertising or sponsorships, can influence the service products interpretation and thus its position. Hawkins et al. (2001289) is of the opinion that organisations frequently fail to achieve the grapheme of service product image or posi tion they desire, because they fail to anticipate or test the consumers reaction.These positions have authentic and evolved over time. Therefore, the depicted object received from the organisation must be consistent or change in a roll manner to reflect or alter a desired change in brand position. 87 Strydom et al. (2000134) state that organisations must position their brands so that they are perceive to satisfy the needs of the target market better than competitors offerings. The institution must develop a unique appeal for the brand in the consumers mind and position the brand as filling a particular need of the consumer.Berman and Evans (2001122) point out that through positioning, institutions devise their strategy in a way that vomit ups an image relation back to the institutions category and its competitors, and elicits consumers responses to their image. Sargeant (2005322) notes that positioning can also have a profound impact on the success or failure of fundraising initiatives and attempts to work closely with commerce and industry. Those higher education institutions that are perceived as being either of high eccentric or as unique in some way, are likely to have the greatest success in these areas.Law (20023) states that it is pregnant for institutions to distinguish themselves from competitors in terms of values that are big to the student. Therefore, higher education institutions need to develop a clear position that can be stated simply, effectively and frequently (Dehne, 2001). The author continues by saying that as competition becomes stronger, an integrated marketing strategy based on the identified positioning of the institution will play a crucial role.If organisations want staff and students to project a positive image, they must clear define exactly what that image is not vague understanding, but specifics (Sharpe & Harville, 1987). Law (20024) underlines the importance of addressing the values that are important for prospect ive students in the publications of the institution. It can therefore be s fear that in the positioning of the institution, the needs and perceptions of important values of the respective public should be seriously considered.The elements of higher education institutions marketing are mixed to form an integrated strategy where each component plays a role to position the institution in its chosen target market (Van Biljon, 199265). According to Czinkota, Kotabe and Mecer (1997217), organisations must first determine how they want to position their service products and use their service products position as basis for develop their marketing strategies. This means that after the STP (segmentation, targeting and positioning) process, organisations must blend the function marketing mix elements into a marketing strategy that reflect the organisations desired osition to their target market. 88 The next section focuses on the operate marketing mix and its elements as it pertains to hi gher education institutions. 3. 7 THE goS MARKETING MIX OF HIGHER EDUCATION INSTITUTIONS The development of a marketing strategy involves the coordination and combination of the marketing mix elements (Mowen, 199519 and Hawkins et al. , 20016). It is the combination and coordination of the elements in the marketing mix that enables organisations to meet customers needs and provides customer value.A traditional marketing mix consists of the following elements equipment casualty, service product, promotion and place (distribution). However, due to the inpalpable, inseparable, heterogeneous and biodegradable temperament of serve, the traditional marketing mix was elongate to include process, people and physical evidence (Goldsmith, 1999178). Because higher education institutions in world-wide provide in tactual service products, the extended marketing mix, better known as the operate marketing mix, forms the focus of this chapter. high education institutions need a well-develo ped comprehensive marketing strategy that is carefully communicated throughout the institution (Robinson & Long, 198744 Brooker & Noble, 198534) and the services marketing mix will help higher education institutions to skeletal frame their service offerings according to the needs of their customers. Grove, in Kraft (2006) showed that in the marketing of education, the marketing mix is the single most important determinant of marketing success.In the light of the fact that marketing can influence the consumers behaviour and the services marketing mix can assist higher education institutions in developing a holistic and well thought-through service offering, the seven services marketing mix elements (service product, value, promotion, distribution, people, physical evidence and process) will be discussed in the main part of this chapter. 89 3. 7. 1 THE SERVICE PRODUCT STRATEGY OF HIGHER EDUCATION INSTITUTIONS The most basic decision that higher education institutions have to make is what programmes and services they will offer to their students, alumni and donors.An institutions service product strategy determines its identity, position and how customers will respond to the institution. A product is anything a consumer finds, or might acquire to meet a perceived need and thus the sum of all the products and/or services offered by an organisation. To define the term service is not easy or simplistic. Although the process may be bind to a physical product, the feat is fundamentally in real and does not normally result in possession of any of the factors of production. go create value and provide benefits for customers at specific times and places.Lovelock and Wright (20023) define services as an act or performance offered by one party to another. durance (199712) defines services as perishable, transient acts that have no lasting material, being mainly presented by people that cannot be set-apart from the provider. Therefore, the individualized characte ristics of the provider are an important part of the service. Du Plessis and Rousseau (2003175) state that these definitions reveal that the constitution of service centres on the characteristic of intangibleness and that it is this feature that distinguishes services marketing from the marketing of physical goods.The goods and services continuum is shown in Figure 3. 2 below. Figure 3. 2 Goods and services continuum Tangible dominant Complete tangible products Tangible products with financial backing services impalpable dominant Hybrid offers Source Adapted from Palmer (200524). 90 Major service with supporting products Pure services It is manifest that in services, the intangible element is dominant. The provision of education, although intangible, also contains tangible elements. Institutions provide service activities such as the teaching process and arrive at with customers (intangible element) as well as learning aterial such as textbooks (tangible element). McCollKenn edy (20036-7) regards goods and services tangibility on a continuum, rather than in one category. At one end of the continuum are the intangible services and at the other end are tangible products. Higher education, which can be described as a major service (intangible) with minor supporting products (tangible), are list towards the intangible side of the continuum. In assenting to categorising services based on their tangibility, it is also useful to identify who or what is the direct recipient of the service. operate can either be directed at peoples bodies, intangible assetes, physical possessions or peoples minds such as education (Lovelock, 199629). In order to better understand the concept of services, the distinguishing characteristics of services will now be explained. The basic characteristics of services are briefly outlined below (Lovelock & Wright, 200214-16) Customers do not obtain ownership. Customers usually hail value from a service without obtaining ownership of any tangible elements Service products are intangible performances.Intangible refers to something that is experienced and cannot be affected or preserved. Although services oftentimes include tangible elements, the service performance itself is fundamentally intangible Customer involvement in the production process. Customers are often actively involved in component part to create the service product by helping themselves or by cooperating with the service personnel. Customers cannot sit back and wait for the experience to be delivered as they do with the purchase of tangible products they have to participate. People as part of the service product. Given the fact that different service personnel may deliver the service product to customers, it is difficult to achieve 91 uniformity in service delivery. This difference (heterogeneity) in attitude and action will typically result in very different customer perceptions of the lumber and overall satisfaction levels. People are su ch an important component of service delivery that it is added as an element to service organisations marketing mix and will be discussed in subsection 3. 7. 5 richness of time.Customers have to be physically present to receive services. Customers are becoming increasingly time sensitive and speed is often a key element in good service delivery and Services are perishable and cannot be stored like physical goods. Thus, although education includes tangible elements such as textbooks, chairs and notes, students derive value from higher education without obtaining ownership. Students are involved in the education production process as they participate in and help make the final service product, by giving inputs in class or fighting(a) in campus events.As higher education is perishable and cannot be stored, students must be physically present to receive education. It is evident that offering educational services involve special challenges, since most services education is intangibl e, inseparable, covariant and perishable. Developing service products that satisfy consumers wants and needs are a critical marketing activity for institutions (Hoyer & MacInnis, 200140). Consumer research can provide useful information for service product decisions.According to Czinkota et al. (1997109), information provided by consumer behaviour research, such as this study, can help organisations to decide which attributes to add to or change in an existing offering assistance them in correctly naming or re-naming their organisations and make effective packaging and branding decisions. Higher education institutions should evaluate its academic programmes and service product mix periodically, and particularly when considering modifications. Some programmes are more central than others.Education offerings are specifically essential programmes that institutions cannot do without. separate programmes may be easier to modify, like unskilled activities that are usually auxiliary pr ogrammes. certain(a) programmes will play a major role in attracting customers and these are called flagship programmes (Kotler & Fox, 1995282). 92 Information provided by this study will enable institutions to determine the importance of some components of their service product (variety of study courses, academic quality and sport programmes) in the institution selection process of students.Higher education institutions must also develop a pricing strategy for their service products. The pricing decision is of utmost importance, as this will ensure income for higher education institutions that will enable them to implement al the other decisions such as promotion, distribution, processes, physical evidence and people. Section 3. 7. 2 will focus on the pricing strategy of higher education institutions. 3. 7. 2 THE PRICING STRATEGY OF HIGHER EDUCATION INSTITUTIONSIn this section, the pricing strategy of higher education institutions will be discussed by defining the term harm, ex plaining possible pricing objectives of higher education institutions, explaining give notices and highlighting the role of expenditure. worth plays an important role in the marketing mix, quality perception, attracting customers and providing revenue to institutions. Price is the core of money (or some other item that is exchanged or bartered) that the buyer exchanges for a service product provided by the seller. Lamb et al. (2004570) describe charges as that which is prone up in exchange to acquire goods and services.The price of a service plays two major roles. Firstly, it influences how much of the service product the customer will purchase, and secondly, it influences whether selling the service will be profitable for the organisation or not (Machado & Cassim, 200099). Prices can be seen as the amount that a customer (students, parents or employers) must pay to be educated. The price of higher education institutions are influenced by the subsidy from government as well as donations and the comprise of presenting the course, prices of competition and inflation.Price, for students, consists of a monetary greet as well as other costs, for example effort cost (completing long evidence application forms), psychological cost (stress of enrolling in an institution far from home) and time cost (visiting or attending open days at different institutions) (Kotler & Fox, 1995311). Students and their parents are not just interested in the institutions list price (official 93 tuition and fees printed in a catalogue), but also the effective price. According to Kotler and Fox (1995312), the effective price is the amount the customer will actually pay for all the educational benefits and value received.Prospective students may find it difficult to measure effective price early in the decision process, since effective price can only be known after the student has deceased though the application process and has been accredited and financial tending has been al located. Tuition fees represent only a fraction of the total cost of attending a higher education institution and living cost and other education related expenses must also be considered by students (Anon, 2006b). Diederichs (1987112) found that price plays an important role in students choices of a higher education institution.The first aspect organisations should consider when pricing a service product is to decide on the pricing objectives they want to achieve. Pricing objectives can influence the price of the service product and include maximise profit (short- or long-term), building market share, maximising long-term customer perceptions of the value of the service product, maximising immediate cash flow, positioning the service product in a certain place in customers minds, and targeting a inclined segment of the market.Higher education institutions may come after more than one of these objectives at the same(p) time depending on the situation they are facing. A new higher education institution emerging after a merger may aim to position their service product, as well as targeting a given segment and maximising long-term perceptions of value (McColl-Kennedy, 2003270 and Machado & Cassim, 2002106-107). Higher education institutions should take into account three factors when backcloth prices for their educational programmes Firstly, cost, by determining the amount of revenue needed to cover judge operating expenses Secondly, customer demand, which emphasises that the final price decision is always made by the customer and Thirdly, competition, as institutions have to press their value and establish their price relative to their competitors. Institutions should always consider the effects of a given pricing form _or_ system of government on enrolment, the nature and mission of the institution, the prices charged by competition and the 94 effect of their prices and price changes on actions of competition (Kotler & Fox, 1995309).The pricing object ive of a higher education institution will also affect its discount policy, as discount influence profit, market share, cash flow and positioning. Once the basic price is established, organisations need to establish some flexibility in terms of that price. send packing can be defined as the reductions to the basic price (Machado & Cassim, 2002116). Higher education institutions need to determine and publish their prices (tuition fees) and discounts. fiscal aid is seen as a form as discount by students.Kotler and Fox (1995310) state that financial aid is not just used to attract students to increase the size of classes, but also to ensure the needed composition of the class to meet diversity objectives. Student aid or financial aid makes it possible for many students from low- and middle income families to afford higher education (Anon, 2006b). Cabrera and La Nasa (200010) found that financial aid especially influences students positively to select a particular institution and also allows parents to consider a wider range of institutions.This study will include the importance of financial aid in selecting a higher education institution. Diederichs (1987114) found that a higher education institutions price policy should take into consideration the facilities needed, quality of education and competitiveness, as students often use the price of a product or service as an index number of quality. For example, more pricy institutions may be viewed as providing better education. Some institutions make use of their price/quality relationship by attempt to raise the prestige and attractiveness of their institution by raising the tuition fees.Higher education institutions must carefully consider the role of price in the marketing mix, as price can be used as a quality indicator and thereby influence the perception of the institutions position. Higher education institutions often offer substantial amounts of financial aid to talented students to maintain their competi tive advantage. Students and parents are looking for the best overall deal in terms of educational quality and prices (Laurer, 2006).Courant (20064) is of the opinion that higher education institutions prepare students to lead an examined life and should therefore price higher education as an expensive, high value proposition. Wallace (200332) argues that higher tuition fees will enable institutions to improve the quality of education and in countries where higher education is subsidize or offered for free, education would be held in higher esteem if a price were attached to it. However, Beckett (2005) warns that institutions 95 should be aware that charging top fees may cause institutions to well-off students and not widen the participation.Wallace (2003) states that universities in France, England, the United States and Germany are facing the same problems with the price of education, as government funding for education is decreasing and institutions have to look at increasing tuition fees. The result is that students in these countries are protesting the price increases. The increased value of a higher education degree, increased research at universities, reduced state funding for public higher education institutions and monopolistic behaviour of higher education institutions are other possible reasons for higher prices (Barry, 199884).Higher educational institutions rely on tuition fees, donors and government subsidies as sources of revenue. As discussed in Chapter 2, changes in the financial environment emphasise the trend of institutions to cut cost, increase productiveness and offer more financial aid to students. Most educational institutions depend severely on tuition fees to keep operating and pricing therefore becomes very important. Price plays a role in determining who will apply, who will attend, who the institutions will serve, what the institutions will be able to offer and whether the institutions will meet its enrolment objectives and re venue needs.From the password it is evident that a pricing strategy is important for education institutions because they depend on revenue to operate, especially in the light of the decrease in subsidies (refer to Chapter 2). Price is part of the marketing mix and should be considered as an element of the institutions strategy planning. When setting price, decision-makers should understand how students perceive price and the importance of price in selecting institutions.According to Cosser and Du Toit (200277), price is an important factor considered in choosing a higher education institution. It is important that higher education institutions know the cost of producing the service, know the price of competitors, identify pricing factors that are relevant to pricing decisions, and decide on a pricing strategy that will attract enough students. It is evident from the preceding(prenominal) that higher education management needs information on the students and market to make effectiv e pricing decisions.This study will provide some insight on the importance of price in the institution selection process. 96 Higher education institutions can have good quality educational services offered at the right price to students, but if students and parents are not aware of these services and prices, they will not consider the institution. It is thus important that higher education institutions communicate with their prospective students and parents. The next section will focus on the promotional or colloquy strategy of higher education institutions. 3. 7. THE PROMOTIONAL STRATEGY OF HIGHER EDUCATION INSTITUTIONS Educational institutions need to effectively communicate with their target market(s) and publics. Institutions must inform students and parents about its goals, activities and offerings and motivate them to take an interest in the institution. To identify and satisfy consumers needs, an institution must have a good understanding of the consumer in order to gain a competitive advantage through its marketing mix (service product, price, distribution, promotion, process, people and physical evidence).Persuasive communication is central to the marketing of service products as features, benefits and values must be communicated to the consumers to influence their purchase behaviour. Everything and every clay in an institution has a role to play in communication. Examples include the organisations brand name or logo, campus grounds, service product quality, prices, employees, delivery vehicles, buildings, the technology the organisation has at its disposal, the capital the organisation has at its disposal and the organisational philosophy.Kelley and Mahady (20032) are of the opinion that promotion is an element sometimes overlooked by non-profit organisations. They argue that even if an institution offers some of the best programmes and services, these will not be utilised to the fullest if the market they were intended for has no knowledge of the ir existence. The remainder of Section 3. 7. 3 will focus on the definition of promotion, the communication process and the integrated services marketing communication (ISMC) mix available for higher education institutions. According to Hawkins et al. 200119), promotion or marketing communication includes advertising, the sales force, public relations, packaging and any other signals that the 97 organisation provides about itself and its products and services. Lamb et al. (2004466) describe the promotional strategy as a plan for the optimal use of the elements of promotion, namely advertising, sales promotion, publicity and personal selling. Many higher education institutions are returning to promotional or communication tools to promote courses in an attempt to maintain and/or expand their market share.The importance of communication can be seen in the establishment of communication departments, more funds that are allocated to marketing and appointing marketing managers or exter nal communication experts to help with promotional activities. Higher education institutions are making use of wireless, television, newspapers, buses, taxis and open days as well as more professional brochures and promotional material as vehicles for communication (Jones, 200241). This is necessary, since higher education institutions can no longer depend on pass rates alone to attract students.In order to utilise the promotional tools to their fullest and to ensure effective communication, higher education institutions need to understand the communication process. Communication involves the creation of shared out meaning between participants. The intangibility, inseparability, perishability and heterogeneity of services create special communication requirements and involve the risk of miscommunication that is not so evident in the marketing of goods (McColl-Kennedy, 2003236). Communication can be viewed upon as the transfer of a message from a sender to a manslayer by means of a signal of some sort via a channel or medium.The sender translates his/her objectives, ideas and concepts through language into a message also known as encoding (Strydom et al. , 2000344). The receiver tries to decipher the message before he/she can comprehend its meaning and then the receiver reacts or responds to the message (Lamb et al. , 2004326). The disturbances (physical or psychological) that prevent the successful transfer of the message are known as noise. sound influences all the components of the communication process and places obstacles in the way of effective communication.Higher education institutions are the senders, while the receivers of the message are the potential students, existing students, parents, employers or alumni. For the purpose of this study, the focus is on the students of a higher education institution. This does not mean that institutions do not need to communicate with other publics such as alumni, parents, donors, government or the general publ ic as well. According 98 to Jones (200244) the students ability to decode the message is influenced by his/her past experiences, feelings, emotions, attitudes and perceptions of the institution.Thus, higher education institutions need to fully understand their target market to identify the appropriate intended messages for the target market. The communication process gives higher education institutions the opportunity to influence prospective students behaviour by developing a message that creates awareness, position themselves in the mind of the student, change the students attitude towards the institution, or encourage the student to apply to the institution (Jones, 200245). The most everyday communication/promotion objectives are general image enhancement and awareness of the institutions (Kittle, 2000).According to Jones (200243), emotions or feelings also play an important part in the encoding process and it is snappy that higher education institutions should have empathy f or other peoples cultural backgrounds. Higher education institutions need to select a medium that will attract attention, assert interest and present the message clear (Kotler & Fox, 1995353). Higher education institutions need knowledge about the language of the prospective students, knowledge of forms of communication and general background information about the prospective students in order to encode successfully.The media that will be investigated in this study include printed media ( ad in magazines, newspapers or outdoor media), broadcasting media (advertisements on radio and television), direct mail or direct marketing (newsletters and brochures of higher education institutions), body language and direct communication through representatives of the institution (school visits by staff or open days attended by students), word-of-mouth (conversations with alumni, friends or family members), or websites. In Chapter 4 the different media will be further discussed as part of the sources of information used by students.The promotional mix that an institution uses is determined by the student markets expectations and requirements of the service products, together with the other elements of institutions marketing decisions. Machado and Cassim (2002157) describe the promotional mix as the blend of promotional methods used by the organisation to communicate. A huge array of promotion elements exist, such as direct marketing, sales promotions, advertising, meshwork and sponsorships. The communication process and the promotional mix elements (advertising, public 99 elations, personal selling and sales promotions) are used by organisations to communicate to their prospective customers. The message that reaches the customer should be the same regardless of whether it is an advertisement on the radio, websites, open days, or a newspaper insert. To ensure the careful coordination of all the promotional mix elements, organisations must adopt the concept of Integrate d Marketing communication theory (IMC) (Du Plessis & Rousseau, 2005345). For a higher education institution, this means that the institution coordinates all its communication activities.Zeithaml and Bitner (2000405) suggest that a more complex integrated form of communication is needed for services, hence the ISMC approach as shown in Figure 3. 3. This concept requires a complete communication strategy that involves staff, every interface the institution has with its students, stakeholders and the community at large (Jones, 2002450). Laurer (2006) suggests that institutions must coordinate all the promotional elements so that they meet the needs of students and parents who will pay for their products and services. Figure 3. serves as a visual guide for the discussion