The Black Death

Black Death refers to a bubonic and pneumonic plague believed to have come from rats and which spread throughout Western Europe during the 14th century resulting to the death of millions, drastically decreasing the overall population of Europe, and changing the economic and cultural landscape of the region. It came in periodic epidemics from 1300s to the 1700s in the various places where it struck. The plague is said to have originated in Central Asia when the Mongol army, in an attempt to take siege of the Caffa in the Crimea during the early 1300s, catapulted plague-infested corpses into the city. The fleeing traders carried the disease with them to Sicily. From Italy, it immediately spread into peopled towns and cities around neighboring France, Spain, Portugal, England, and other parts of Europe. It caused the total disappearance of villages as about one-third of the entire population of Europe died in the epidemic which ensued. It was most virulent in England where it claimed about half of its population. It spread quickly because doctors did not have enough knowledge then on how to cure the disease and any purpose of finding a cure was defeated by the fact that the plague claimed its victim within a week. Poor hygiene and sanitation practices among the crowded European cities also contributed to the outbreak. Aside from the dramatic decrease in Europe's population, the Black Death stopped on-going wars and caused a slump in trade. It decreased available labor in the farmlands. It even affected the Catholic Church as people turned to superstition to explain the cause of the plague when their faith could not do anything to cure it. There was mass slaughter and burning of Jews who were accused of spreading the plague. A good effect of the epidemic, however, is that the shortage of workers resulted to better remuneration for the peasants as farm owners tried to outdo each other in luring the peasantry to work for them. These resulted to social mobility which would eventually lessen the power of the nobility and clergy in succeeding centuries. The Black Death experience illustrates how disease could change the history of humankind especially if it affects multitudes of populations around the world. With the advanced technology in the field of medicine today however, and the presence of international organizations like the World Health Organization, it has become easier to contain epidemics before they could become as widespread as the Black Death experience. The Black Death â€Å"The Black Death: Natural and Human Disaster in Medieval Europe† by Robert S. Gottfried is known as â€Å"A fascinating work of detective history, The Black Death traces the causes and far-reaching consequences of this infamous outbreak of plague that spread across the continent of Europe from 1347 to 1351. Drawing on sources as diverse as monastic manuscripts and dendrochronological studies (which measure growth rings in trees), historian Robert S. Gottfried demonstrates how a bacillus transmitted by rat fleas brought on an ecological reign of terror — killing one European in three, wiping out entire villages and towns, and rocking the foundation of medieval society and civilization. † The Black Death was an epidemic which spread across almost all of Europe in the years 1346 –1353; the plague killed over a third of the entire population. It has been described as the worst natural disaster in European history.The Black Death discusses the causes and r esults of the plague that devastated medieval Europe. It focuses on the many effects it had on the culture of medieval Europe and the possibility that it expedited cultural change. Robert S. Gottfried argued that rodent and insect life cycles, as well as the changing of weather systems affect plague. He claimed that the devastation plague causes is partly due to its perpetual recurrences. Plague ravaged Europe in cycles, devastated the people when they were recuperating.As can be later discovered in the book, the cycles of plague consumed the European population. A second thesis, which he described in greater detail, was that the plagues expedited the process of cultural change. The plagues killed a large percentage of each generation, leaving room for change. Why the name, Black Death? â€Å"The traditional belief is that it was so called because the putrefying flesh of the victims blackened in the final hours before death supervened. The trouble about this otherwise plausible the ory is that no such phenomenon occurred.It is true that, in cases of septicemic plague, small black or purple blotches formed on the bodies of the sick and this symptom must have made a vivid impression on beholders† (Ziegler) Coming out of the East, the Black Death reached the shores of Italy in the spring of 1348 unleashing a rampage of death across Europe unprecedented in recorded history. By the time the epidemic played itself out three years later, anywhere between 25% and 50% of Europe's population had fallen victim to the pestilence. The plague presented itself in three interrelated forms.The symptoms were not the same as in the East, where a gush of blood from the nose was the plain sign of inevitable death; but it began both in men and women with certain swellings in the groin or under the armpit. They grew to the size of a small apple or an egg, more or less, and were vulgarly called tumors. In a short space of time these tumors spread from the two parts named all ov er the body. Soon after this the symptoms changed and black or purple spots appeared on the arms or thighs or any other part of the body, sometimes a few large ones, sometimes many little ones.These spots were a certain sign of death, just as the original tumors had been and still remained. The bubonic variant (the most common) derives its name from the swellings or buboes that appeared on a victim's neck, armpits or groin. These tumors could range in size from that of an egg to that of an apple. Although some survived the painful ordeal, the manifestation of these lesions usually signaled the victim had a life expectancy of up to a week. Infected fleas that attached themselves to rats and then to humans spread this bubonic type of the plague.A second variation, pneumonic plague, attacked the respiratory system and was spread by merely breathing the exhaled air of a victim. It was much more virulent than its bubonic cousin – life expectancy was measured in one or two days. Fi nally, the septicemic version of the disease attacked the blood system. Having no defense and no understanding of the cause of the pestilence, the men, women and children caught in its onslaught were bewildered, panicked, and finally devastated. The Black Death covers the affects that numerous plagues had on the culture.There appear to have been several separate introductions into Europe. It reached Sicily in October 1347 carried by twelve Genoese galleys where it rapidly spread all over the island. Galleys from Caffa reached Genoa and Venice in January 1348 but it was the outbreak in Pisa a few weeks later that was the entry point to northern Italy. Towards the end of January one of the galleys expelled from Italy arrived in Marseilles. From Italy the disease spread northwest across Europe, striking France, Spain, Portugal and England by June 1348, then turned and spread east through Germany and Scandinavia from 1348 to 1350.It was introduced in Norway in 1349 when a ship landed at Askoy, then proceeded to spread to Bjorgvin but never reached Iceland. Finally it spread to north-western Russia in 1351; however, the plague largely spared some parts of Europe, including the Kingdom of Poland and isolated parts of Belgium and the Netherlands. The cycle of the plagues struck each generation. After a plague ravaged Europe from 599-699, plague killed in 608, 618, 628, 640, 654, 684-686, 694-700, 718, and 740-750. In the early stages of the above series, intervals are apparent.These intervals demonstrate the cycles of the rodent and insect life. Robert S. Gottfried also argues, rightfully so, that plague may have hastened cultural change. Along with plagues came the need for a cure. Plague destroyed the existing medical systems, and was replaced by a modern heir. Previous to the plague, scientists based their knowledge on early scientists such as Hippocrates and Galen. Scientists knew little about what they were doing. The medical community was divided into five part s. These divisions were physicians, surgeons, barber-surgeons, apothecaries, and unlicensed practitioners.These divisions were adequate when Europe was without plague, but were obviously not prepared for plague. Doctors responded with a series of changes are to thank for the development of modern science. Although the government had medical workers try to prevent the plague, the plague persisted. Most medical workers quit and journeyed away because they feared getting the plague themselves. There were methods that did work. Cities were hardest hit and tried to take measures to control an epidemic no one understood.In Milan, to take one of the most successful examples, city officials immediately walled up houses found to have the plague, isolating the healthy in them along with the sick. Venice took sophisticated and stringent quarantine and health measures, including isolating all incoming ships on a separate island. But people died anyway, though fewer in Milan and Venice than in c ities that took no such measures. Pope Clement VI, living at Avignon, sat between two large fires to breath pure air. The plague bacillus actually is destroyed by heat, so this was one of the few truly effective measures taken.Gottfried succeeded in convincing me that his thesis was truth. The opening chapters gave me a solid background of plague, explaining why he believes it had such an impact on medieval population and culture. Next, it delves into the affect that changing weather had on the plagues, explaining the European environment during 1050-1347; the time of plagues greatest destruction. That complete, Gottfried describes the consequences immediately following the plague. It is said that the disease killed 25% to 40% of Eurasia and part of Africa. By this point, it is more than obvious hat plague had a tragic affect on Medieval Europe, The Consequences and effects of the Black Death plague were prices and wages rose, greater value was placed on labor, farming land was give n over to pasturing, which was much less labor-intensive, this change in farming led to a boost in the cloth and woolen industry, peasants moved from the country to the towns, the Black Death was therefore also responsible for the decline of the Feudal system, people became disillusioned with the church and its power and influence went into decline, this resulted in the English reformation.After giving a full background on plague and European culture and environment, Gottfried gives solid details to support his theses. According to Gottfried, the Medical structure of Medieval Europe, adopted from that of the Romans, was nearly eliminated in the search for ways to cure plague. The spread of plague, successfully stated by Gottfried, directly depends on climate. Plague can only spread under certain climate conditions. In order for Y. Pestis, a series of complex bacterial strains, to survive, it mustn’t be too hot nor too cold.Too cold can kill the bacteria, and too hot can slow its progress. During the plague’s most devastating times, the temperature was perfect for the spread of Y. Pestis. Gottfried also describes that spread of plague can also depend on the strength of animals. Humans are merely secondary hosts to the fleas carrying Y. Pestis. The fleas afflict their host with the plague when they regurgitate the bacteria. These fleas prefer an animal host, not humans. When their animal host dies, they move on to a secondary host, possibly humans, but not necessarily.When the generation of bacteria-carrying fleas dies, or the temperatures prevent the plague from spreading, the cycle continues until all the variables once again allow for the plague to spread. Gottfried successfully conveys his point. Robert S. Gottfried achieved in getting his two theses across. His methods were to educate the reader on the topic, giving only the facts necessary to convey his point. After giving the reader information on plague and Medieval Europe, he argued his th esis, making frequent references to points he had made earlier in the book.Gottfried also made it obvious that others supported his theories. At the end of each important point, he marked it with a number corresponding to the reference in the back of the book. â€Å"Neither physicians nor medicines were effective. Whether because these illnesses were previously unknown or because physicians had not previously studied them, there seemed to be no cure. There was such a fear that no one seemed to know what to do. When it took hold in a house it often happened that no one remained who had not died. And it was not just that men and women died, but even sentient animals died.Dogs, cats, chickens, oxen, donkeys sheep showed the same symptoms and died of the same disease. And almost none, or very few, who showed these symptoms, were cured. The symptoms were the following: a bubo in the groin, where the thigh meets the trunk; or a small swelling under the armpit; sudden fever; spitting bloo d and saliva (and no one who spit blood survived it). It was such a frightful thing that when it got into a house, as was said, no one remained. Frightened people abandoned the house and fled to another. -Marchione di Coppo Stefani In conclusion, The Black Death successfully proves that a great deal of tragedy in the 13th century had much to do with animals in the environment. Death was a habitual visitor to fourteenth century Europe. Never before had humanity seen such widespread dying. Famines, wars, and a host of deadly diseases all took millions of lives during the 1300s. But the worst single calamity to wrack this troubled century was the Black Death—a plague that killed anywhere from 24-25 million Europeans between 1347 and 1351.As Frederick F. Cartwright and Michael D. Biddis, authors of Disease and History, observe, â€Å"The Black Death was not just another incident in the long list of epidemics which have smitten the world. It was probably the greatest European cat astrophe in history. † Anywhere from 25 to 40 percent of the total population of Europe died from this plague. Similar death rates took place in Asia, the Mideast, the Mediterranean, Africa, and as far away as Greenland and Iceland, thus making the Black Death the greatest ecological calamity in human history.It also conveyed that plague accelerated the progress of culture, bringing the need for modern medicine. Gottfried makes it apparent that man did not understand enough about the environment to prevent plague, maybe a message to the world today. Dense population, as Gottfried suggested, breeds plague. Early plague has educated us, and we should focus on this, plague seems to be inevitable with certain circumstances and lack of knowledge. Not only did Gottfried educate us on the past, but may have prepared us for the future.Works Citiedâ€Å"Efforts to Stop the Plague. † Insecta Inspecta World. Web. 27 Apr. 2011. . Gottfried, Robert Steven. The Black Death: Natural a nd Human Disaster in Medieval Europe. New York: Free, 1983. Print. â€Å"The Black Death, 1348. † EyeWitness to History – History through the Eyes of Those Who Lived It. Web. 27 Apr. 2011. .

Imc- Communication Plan for Aer Lingus

Table of Contents Introduction & Scenario We have been given an assignment about Aer Lingus. Our task is to develop an integrated marketing communication campaign for Aer Lingus. The assignment should focus to deliver the following Objectives: â€Å"To revitalize the declining Aer Lingus brand in order to increase airline travel in the Irish market† Following Question shell been answer; Segmentation, targeting and positioning Strategy to be defined for the IMC Campaign. Advertising must be chosen with two other promotional tools. Contemporary and Traditional promotional tools that you will use to achieve this objective and the rationale behind selecting these tools. You must discuss the relationship of the promotional tools selected to the hierarchy of Effects model. The media vehicles that you would select to effectively influence your target market. Linking Marketing Communication Tools to Response stages. When we chose our segment and target groups we tried to exploit Aer Lingus real position at the airline market. Aer Lingus position at the moment is between, low fare company Ryanair and BMI, SAS (Hoovers, 2010). Younger people and students nearly almost chose Ryan Air because of the low price. In the last couple of years it has been showed that the competition from Ryanair is too tough for Aer Lingus. Aer Lingus Group Plc will stop trying to undercut larger Irish rival Ryanair Holdings Plc and offer enhancements including better food and faster check-in times to customers willing to pay more, according Rothwell & Fahy, 2010. Then you have the older people, who have more money. For the most they choose airlines that can offer them even better standards and services. They may also have families and choose different alternatives. That’s why we chose two target groups between 24-35 years. They work, have an income and come from the same generation. They fit into Aer Lingus concept to offer very good service at a smart price, according The Post, 2007. Our goals with the campaign will be: {draw:frame} Our campaign is more about to establish Aer Lingus as a brand and to show the benefits derived from their products. To make people think and feel about the company in a good way. In a long term view we think that these measures will increase all areas of Aer Lingus business. . 2 Aer Lingus Aer Lingus was founded by the Irish government in April 1936. They are the second biggest Airline Company in Ireland after their main competitors Ryan Air. The headquarter is based in Dublin Airport and they are serving Europe, Northern Africa and North America. Aer Lingus is a Low Fare Airline company, but according to themselves, they offer better service and more comfortable travelling. Their main competitors besides Ryan Air are BMI, Easy Jet and City Jet. The last two are also Low Fare Airline Companies (Aer Lingus limited. 2001-2009). Question 1 2. 1 Segmentation and Target Group â€Å"_Marketing segmentation and the identification of a target group is a very important step in a business opportunity analysis. With the tough competition that exists today, business cannot reach everyone. A more focused and audience- centered approach is necessary. A market can be segmented in many ways, and the segmentation will change when costumers reason for purchase change†. (Wright, R. 2000). _ According to us, Aer Lingus most central issue today is that they are relatively unknown at the market. They need to separate from the other airlines and focus on their own segment and target group and communicate right to them. People do not know what the company stand for today. Aer Lingus business concept is to offer cheep flights but still keep good standard and service. Aer Lingus is not a very well- established brand today and the industry for flight is broad. That`s why we have chosen a broad segment; people in the age 24-35. They are working and have a steady income. Our segment is from the same generation; they bond together, think in the same way and have similar experience from life. This makes it much easier to reach them and influence them. Our concept will be to attract the chosen target groups. We have chosen two target groups to focus on. *Profile Target Group/Customer* 1: Age: 23-30 Income: 15 000- 25 000 Gender: Male/ Female Profession: Workers Education: Uneducated and Low Educated Family Size: Family of two or three Homeowner: Apartment Marital Status: Not married *Profile Target Group/Customer* 2: Age: 31-35 Income: 26 000- 38 000 Gender: Male/ Female Profession: Workers or people who are in the beginning of their careers Education: Uneducated or Low Educated Family Size: Family of three or four Homeowner: Yes (House) Marital Status: Yes/ No Our target groups are in the same generation, have the same interest and think similar. The reason why we have chosen two types of target customers is because when people reach their early thirties, their perspective of life can somewhat change. They might have children and get promoted in their careers. We believe that our target groups are the kind of people who are willing to pay extra, compared to Ryan Air, to get faster to their end destination and have a more smooth and comfortable flight with good service. The fact that Aer Lingus fly to more central locations make the journey shorter and more comfortable. {text:list-item} Positioning can be made in different ways. The most effective way is to use one approach; otherwise the costumer can get confused. One common tactic is to contrast the company? s product against competitors_. (_Clow & Baack. 2010_). _We consider that the tactic who is defined above is one Aer Lingus can use. They should establish a position through showing the costumers that they have better service and quality that e. g. Ryan air and that they are cheaper than e. g. SAS and BMI. 3. Question 2 3. 1 Promotional Tools 3. 1. 1 Advertising â€Å"_The essence of an integrated marketing communications program is designing messages that effectively reach the target audience. They are designed to change or shape attitudes. They should lead to some kind of short- or long- term action†. (Clow & Baack. 2010). _ When it comes to advertising we recommend that Aer Lingus choose communications objectives. It’s very important for both the company and our target groups that they decide and send out the right message. Two types of advertising that will help Aer Lingus to succeed are Informative advertising and Persuasive advertising. Informative advertising will describe the product, available services and the benefits of Aer Lingus and it also build up the company’s image. The second one, Persuasive advertising will help Aer Lingus to build brand preferences and change customer’s perceptions of product attribute (Kotler, P. 2005). This advertising will suit Aer Lingus. We think that this type of advertising will not only give our target groups a clear picture about the product, but also the show the benefits by flying with Aer Lingus. Another advantage for our customers is that this kind of advertising changes their view of Aer Lingus and hopefully give Aer Lingus better brand preferences. When it comes to message strategies we recommend Aer Lingus to use Cognitive Ads to fulfill their goals against their target customers. The two message strategies that will suit Aer Lingus best are Generic and Comparative message strategies. Generic are the direct promotion of the products benefits. By using this kind of message you give knowledge about the product/service and show the positive features about it. The other alternative is Comparative message strategy; Aer Lingus should use this strategy to compare themselves in a good way against competitors (Clow & Baack. 2010). This will give our customers even more information about the company, their positioning and their image. All these factors are very important for the customer before they choose which product/service they should go with. The media tools we recommend Aer Lingus to use are; Internet, TV and different type of newspapers. Internet has a big impact on our target groups; all of them know computers and are using the Internet daily. Internet also has a high reach and high frequency. In Aer Lingus case, to reach the customers through the Internet with offers and information should be very effective. In 2004 travelling was the top cyber shopping category by far (52. 4 Billion Dollars) according to License 7, No. 10, 2004. That shows the impact and the power of the Internet as a tool. TV advertising will give the Aer Lingus brand a â€Å"better face† because of the emotions you can reach through TV ads. For Aer Lingus to use sounds, motion and senses into their ads will be very effective on people. The last one, Newspaper is very good for Aer Lingus because of the high believability. To mix that with good publicity will be very effective against the company’s targets groups. We think that this mix will establish and increase Aer Lingus brand and image, but also give the customers knowledge about the company and the product (More specific information about media tools and vehicles in question 3). Conclusion; Cognitive Strategies will give our customers more awareness and knowledge about the company, brand and product. These two variables are our main goals to mediate to the customers. By mediate this to our target groups; they will hopefully change their attitude and feelings about the product/service. In a long term action it will increase Aer Lingus business and establish their brand. This through the media channels that suits Aer Lingus, but most importantly their customers. 3. 1. 2 Public Relations and Publicity â€Å"_Public Relations building good relations with the company`s various publics by obtaining favourable publicity, building up a good corporate image and handling off unfavourable rumours , stories and events†. (Kotler, Phil. 2005). {draw:frame} Public Relation and good publicity are good in many ways. We believe that Aer Lingus will established their brand/image by using this promotional tool and that our target group will take notice about the company in a positive way. In the last couple of years Aer Lingus has been in economic troubles and the publicity has been bad. The customers have turned them down (Business Week. 2006-2010). To estab lish their brand and build up a new image, they will get their customers back. Aer Lingus have to: All these three subjects are very important to develop for Aer Lingus as a company. To make sure that the internal communication is good and that the staff knows what Aer Lingus stand for is a very important. The stuff has to know what the customers expect when they are flying with Aer Lingus. An advantage for the company by using this tool in an economic perspective is that getting good publicity in e. g. newspapers and business papers are free. Our target groups most perceive Aer Lingus as an Airline company with cheap prices, but most of all with good service and good comfort for the price. We want to get that message out throw e. g. newspapers so people get interested and positive about Aer Lingus as a brand. A good worth of mouth and a good repetition will help to catch our target group’s interest. Aer Lingus will reach this goals throw: {draw:frame} (Kotler, et al. 2005). Other activities we recommend Aer Lingus tu use to creating positive image, awareness and knowledge about the company throw this promotion tool should be sponsorship (e. g. sport), supporting events and charity. This type of activities could be use as Cause- Related Marketing. It has been proved that Cause- Related Marketing has a very strong effect on people and it’s also a tool to create a stronger brand and brand loyalty. {draw:frame} (Clow & Baack. 2010) Public relations have a strong impact on public awareness and gives knowledge about the company to the customer (Armstrong, G. 2005). When you create good publicity and activities, people can link their knowledge about the company and in the end prefer (get a good feeling about) the brand or the product/Service. In the end hopefully the customers are that convinced to test or buy the Product/ Service. In our campaign we use Public Relations not only as a promotional tool, but also like a â€Å"tactic† tool. To push out information and good things about the company/ product, will make the other promotional tools more effective. text:list-item} â€Å"_Direct marketing brings the market directly into the home or office of an individual buyer instead of the buyer having to go to the market. Direct marketing techniques can be used to move buyers through various stages of the buying process†. (Smith & Taylor. 2002). _ Direct mail is the most common and one of the most success ful direct marketing tools. To make good results by doing direct mailing, it’s of great significance for the company to have a high quality and relevant mailing list (Smith & Taylor. 2002). The list we think Aer Lingus should use, is the Compiled list. This mailing list provides information about a specific customer profile. In Aer Lingus case, it’s a way to communicate with both current customers and target groups. To send out information about the company, prices offers and keep your customers/ target groups up to date about positive things that happen around the company. This is an easy way to get your customers closer to you, that they all the time get new knowledge’s about the Aer Lingus brand. In a long term aspect, we also think that the customers will get better preferences about the company and that Aer Lingus will increase their sales online. Question 3 4. 1 Media Tools and Vehicles Aer Lingus first priority is to increase people’s awareness and knowledge of their brand. To do this they have to make sure that the target audience sees the brand as much as possible. This message needs to be delivered through all marketing channels. We think that the most effective media to use for Aer Lingus are internet, TV and newspapers. 4. 2 Internet The using of internet has become a natural thing for many people, it is access on personal computers and through telephone services. Internet especially attracts young people. Our target groups are very influenced of internet and use it many times every day. It is of great significance for Aer Lingus that they develop their internet marketing for future success. A huge benefit for Aer Linguas with using internet marketing is that they reach their target audience all over the world. This, naturally, is very important for an airline. Our target groups are in that age (24-35) when internet has had a big impact on their life’s for a couple of years. To meet friends, communicate with people all over the world, read newspapers/magazines and buy things (online shopping) are natural for our target audience. People use internet because it’s easy, comfortable and you get what you looking for very quick. For our target customer’s internet is a way to keep themselves up to date with everything that happens around them. Online advertising can be made in four different ways, banner ads, classified ads, search advertising and media/video ads. We think that Aer Lingus goals with internet marketing should be as we mentioned before, to give the company`s target groups awareness and knowledge of the bran and make them notice the benefits of the Aer Lingus product. Banner ads are a very good tool to use in many occasions. 2007 banner ads was the third biggest interactive tactic online, according to Jaffee, L, 2007. We think that banner ads at websites such as Facebook , Twitter, Ebay, different travel/sport magazines and newspapers will get high impact on our target audience, because they visit this types of websites several times a week. Some in the target groups visit same internet sites several times every day. It is also very significant that Aer Linguas expand banners that, in the best possible way, catch the website visitor’s attention. They should use banners that really remind people of the brand, e. g. use the green â€Å"Aer Lingus shamrock†. The banner should in one way or another tell something about the company, product or the benefits by travelling with Aer Lingus. When our target groups start to think about going away, or just want to dream away, we are convinced that the first thing they do is to visit Google and search for trips. Therefore, it is important for Aer Lingus to also have their advertising on search engines. In that way the costumer look for Aer Lingus and not the other way round. To be on top when people search on Google it is very important and we think Aer Lingus should put a little bit of their money to make sure that they are well positioned on Google. At the same time that online advertising has become more and more common people have become more immune to the advertising. People have â€Å"learned† to click- through and just not see it. That is one reason that it is significant that Aer Lingus also develop other market channels. Again, Aer Lingus needs to be seen often. Studies have also showed that traditional advertising such as TV, Magazines and Radio inspire people, according to Smith, 2002. . 3 Television TV has a huge impact on most of people. TV has good mass- market coverage and combines of sight, sound and motion (Armstrong, G. 2005). Other advantages with TV advertising are the low cost per contact and the quality creative opportunities (Clow & Baack, 2010). We think that Aer Lingus should take advantage of the creative opportunities to make an ad that people notice and with a good message theme. The ad should either say something about Aer Lingus as a company and brand or have a slogan that shows the product benefits. Here again we think Aer Lingus can use the shamrock to present themselves, but also to get the potential customer attention. For Aer Lingus to reach the right target groups and get out much attention as possible from TV ads, we think that they should do commercial connected to sports, travels and some lifestyle programs. We also think that our target audience will see and respond positively when they feel that Aer Lingus is connected with some of their interests. Another thing that will give Aer Lingus good publicity is to through TV sponsor special events. Such as concerts and big sport events. For Aer Lingus to be connected in this kind of contexts will give their company an image boost. 4. 4 Newspapers The last media tool Aer Lingus should use is the newspaper. A lot of people still read newspapers. We think that the mix between good publicity and ads in some of the big daily newspapers e. g. Irish Post, Irish Independent will give Aer Lingus much higher reliability. To reach the target groups and build a good image is important that the people believe in the company. The ads in the newspaper should only focus on the benefits by flying with Aer Lingus and the price. By showing the benefits compare to the low price, will distance Aer Lingus from Ryan Air. To be seeing in bigger daily newspapers will also give a good worth of mouse and a growing reputation. Aer Lingus should first of all try to get out in the Irish and British newspapers with their ads. It’s always much more effective by starting with influence your â€Å"own people†, according to Kotler, 2005. Question 4 To date Aer Lingus is a company that has a lot of problems. The internal and external communication does not work and that lead to that the customers do not know what the company stands for. Aer Lingus brand and image are deeply damage. With our â€Å"campaign†, we think that Aer Lingus will increase the business, get a good hype around their brand and showing the benefits by travelling with the company. Under here we try to denounce and show the possibly responses to the communication tools that we chosen. 5. 1 Promotional Tools Public Relation; we think that this tool is one of the most important tools for Aer Lingus. First of all if they get a better internal communication, that will lead to a better and more service minded staff. When the stuff knows what’s expected of them the service going to be better and the costumers get satisfied. If Aer Lingus get good publicity the target audience will take good notice about the company and their brand/image will be better. Through publicity the customers also gets knowledge about the company and the product. This is the two very important steps in the buyer process. We think also that the Cause-Related Marketing will lead to that people/ our target customer will prefer Aer Lingus. Cause-Related Marketing will also give the Aer Lingus brand a boost. Direct Marketing; By using this tool, we think that Aer Lingus will come closer to their customers and target groups. By using a specific demographic mail list to connect the target audience, will give the potential customer a chance to know the product and the benefit about travelling with Aer Lingus. Whit this type of marketing Aer Lingus can give their Potential customers offers and price information. We think that in a long term view this tool will help the company to increase their business. Advertising; By using advertising that inform the target groups about the company and the product people will get to know what Aer Lingus as a brand stand for. This will give the company a higher reliability and a better image. Aer Lingus must also use advertising that brings the best out of their service and shows the benefits by travelling with the company. The message strategy will be to show the benefits about the product and distance themselves from the competitor. We thing that our target groups will get a better overall knowledge about the company and hopefully see the benefits of the product. We think by using this strategies will increase their business. 5. 2 Media tools and vehicles Media tools we have chosen is online advertising (Internet), TV and Newspapers. This is a good mix. Trough Internet Aer Lingus increase the awareness by the target audience. They will see the brand o lot, both conscious and unconscious. This gives Aer Lingus a better position, people will have Aer Lingus brand in their minds when they thinking about traveling. By advertising in TV Aer Lingus can communicate their message better, with colors, pictures and information they will develop their position. People will not only recognized the brand, they will also get knowledge of the company’s concept, and get good feelings when they think of the company and brand. By doing ads on Internet and TV Aer Lingus can show the benefits of the product in a advantageous way. By using booth those creative media tools, will have a big impact on our target groups. By using newspapers as a tool, we think that the customer will see the ad and connect it with reliability, it’s important for the company after the last year’s bad publicity. In the paper you can also form a ad that will give the potential customer knowledge about the company, product and brand. When Aer Lingus succeed with attract the chosen target group a good circle will be formed. The brand gets bigger which will lead to that more and more people chose to go with them. Bibliography 6. 1 Books Clow, E, K, Baack, D. Integrated Advertising, Promotion, And Marketing Communication, 4th edt. 2010. Pearson Education, New Jersey, USA. Wright, R. Advertising. 2000. Pearson Education Limited, Edinburgh, Scotland. Kotler, P, Wong, V, Saunders, J, Armstrong, G. Principles Of Marketing, 4th edt. 2005. Pearson Education Limited, Essex, England. Smith, P, R, Taylor, J. Marketing Communications An Intergrated Approach, 3rd edt. 2002. Kogan Page Limited, London, England. 6. Electronic Sources Rothwell & Fahy. _â€Å"Aer Lingus Switches to Imitating EasyJet, Not Ryanair. †. Business Week. Com . January 26, 2010. Available: _ http://www. businessweek. com/news/2010-01-26/aer-lingus-drops-ryanair-strategy-in-effort-to-imitate-easyjet. html_ _ Aer Lingus Limited. 2001-2009. Available: http://www. aerlingus. com/cgi-bin/obel01im1Corporate/mediaCorpProfile. jsp? [email  pro tected]@@@2017366715. [email  protected]@@@&BV_EngineID=ccddadekefljdmhcefecfigdffgdfkl. 0&P_OID=-536880294&Category=0#history The Post. _â€Å"Aer Lingus plan to build Tesco-like image†__. _ThePost. ie. September 30, 2007. Available: http://archives. tcm. ie/ businesspost/2007/09/30/story26973. asp Business Week, Bloomberg L. P. 2006-2010. Available: http://search. businessweek. com/Search? searchTerm=aer+lingus&resultsPerPage=20 License 7, No. 10. â€Å"Cyber Shopping†. P. 12. November, 2004. Available: Clow, K, E, Baack, D. Intergrated Advertising, Promotion And Marketing Communications, 4th edt. 2010. P. 268. Jaffee, L. â€Å"Follow The Money†. Promo 20, No. 11. P. 5-10. November, 2007. Hoover`s, Inc, 2010. Available: http://www. hoovers. com/aer-lingus-group-plc/–ID__91296–/freeuk-co-factsheet. xhtml

The Civil Rights Movement Dr. Martin Luther King Jr. And...

It was the was the beginning of a new decade, Americans believed the 1960’s were going to be the dawn of the golden age. Many historical feats are occurring, John Steinbeck wins a noble peace prize, Nixon and Kennedy have the first televised debate, Mohamed Ali wins a gold medal and the Civil Rights Movement is at the precipice in America. Dr. Martin Luther King Jr. and Governor George C. Wallace are two prominent figures throughout the Civil Rights Movement. Individually, they deliver historical speeches concerning civil rights, however the dialogue encompasses completely different messages. Comparatively, the two speeches will be presented side by side using Aristotle’s, Kairos, Ethos, Logos, and Pathos. The year was 1963, as the chaos†¦show more content†¦Likewise, Dr. King stood in a place of great significance. Here, in front of the statue of President Lincoln, is where he will present his infamous â€Å"I Have a Dream† speech and it is evident of the great significance it represents. It was in 1863 that President Lincoln fought to abolish slavery and by coincidence, one hundred years later, Dr. King will be addressing more than 200,000 demonstrators fighting the same fight. On this day Dr. King will articulately responds to Governor Wallace’s speech that had taken place seven months prior. As the prominent Dr. King put it, â€Å"Now is the time to make justice a reality for all of God’s children† (archives.gov). In other words, Dr. King is stating, that equality and fair justice should not be based on, ethnicity, color, or status, but in essence we are all created equal and ought to live harmoniously. Throughout these two speeches, Dr. King and Governor Wallace, both use strong evidence to strengthen their credibility and appeal to Ethos. Comparatively, both men are well educated, from the South and are well respected within their community. Governor Wallace was born a farmer’s son in the year 1919. Though he received a law degree from the University of Alabama, he joined the military and was involved in a combat mission over Japan. Upon returning, he became an Assistant States Attorney, and later a judge of the Third Judicial Circuit of Alabama. WallaceShow MoreRelatedAnalysis Of I Have A Dream Speech1199 Words   |  5 Pagesin the Southern states, Governor George C. Wallace and Dr. Martin Luther King Jr, are at the forefront of the Civil Rights Movement. In the beginning of the year, Governor Wallace will be addressing his constituents with his well-known, â€Å"Segregation Now, Segregation Forever† speech. Nevertheless, it will be seven months later, that Dr. King will convey his message in his famous, â€Å"I Have a Dream† speech. Individually, they deliver historical speeches concerning civil rights, however, the dialogueRead MoreAnalysis Of I Have A Dream Speech1419 Words   |  6 Pageste levised debate, Mohamed Ali wins a gold medal and the Civil Rights Movement at its climax in America. As the chaos of segregation was unfolding in the Southern states, Governor George C. Wallace and Dr. Martin Luther King Jr, were at the forefront of the Civil Rights Movement. In the beginning of the year, Governor Wallace will address his constituents with his, â€Å"Segregation Now, Segregation Forever† speech and seven months later, Dr. King will deliver his famous, â€Å"I Have a Dream† speech. The twoRead More Vietnam: The Mixture of Protests and Politics1659 Words   |  7 Pagesfought. Many Americans on the home front protested their government’s involvement in the war. Many young Americans felt that there was no reason to fight for a cause they did not believe in, especially in such a strange foreign country. The civil rights movement also strongly influenced many of the war protests. This was because such a large percentage of minority soldiers sent o ver to fight were being unfairly treated. The African American soldiers were being ordered to the frontlines more often thanRead MoreAfrican Americans from 18652319 Words   |  10 Pagesexisting before the war. The Union army could offer only limited protection to the ex-slaves, and Lincoln’s successor, Andrew Johnson of Tennessee, clearly had no interest in ensuring the freedom of southern blacks. The new president’s appointments as governors of southern states formed conservative, proslavery governments. The new state legislatures passed laws designed to keep blacks in poverty and in positions of servitude. Under these so-called black codes, ex-slaves who had no steady employment couldRead MoreWhat Would You Do?2272 Words   |  10 Pagesgovernment intervention to resolve racial inequality, racism, as a mentality, continues to exist in many segments of American society and preventing complete integration. After the height of the civil rights movement, many Americans assumed that integration was successful. Due to the Civil Rights movement in the 1960s, the government took legal action in an effort to eradicate segregation in educational institutions, housing, and economic differences amongst black and white Americans. According toRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesCredits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within text. Copyright  © 2013, 2011, 2009, 2007, 2005 by Pearson Education, Inc., publishing as Prentice Hall. All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any formRea d MoreProject Mgmt296381 Words   |  1186 PagesUniversity PROJECT MANAGEMENT: THE MANAGERIAL PROCESS Published by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of the Americas, New York, NY, 10020. Copyright  © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of The McGraw-Hill Companies, Inc., including, but not limited to, in

Trotskys Role in the Soviet Union - 1012 Words

General Statement. Trotsky’s role in the Soviet Union was of fundamental importance in Russia during the period 1918 to 1928 as he can be attributed with the Bolshevik acquisition and consolidation of power. However, to achieve a more balanced interpretation it is imperative all contributing factors to his role are acknowledged. Trotsky’s role has not been greatly exaggerated as his strategic leadership skills enabled him to play a fundamental role in the organisation and implementation of the November 1917 Bolshevik seizure of power and the Civil War in 1918-21; however, the importance of Lenin’s role must also be taken into account to achieve a more balanced portrayal as many of Trotsky’s successes were based on Lenin’s initiatives. Additionally, while Trotsky’s crucial ideological role was of significant importance to the Bolshevik party as he proposed policies that rigidly adhered to their socialist ideals, his interpersonal skills led to his inability to implement these ideological objectives. Trotsky’s overall role in the Soviet Union is indisputable as his strategic leadership skills enabled him to play a fundamental role in the organisation and implementation of the November 1917 Bolshevik seizure of power and the Civil War of 1918-21. However, the importance of Lenin’s role must also be taken into account to achieve a more balanced portrayal, as many of Trotsky’s successes were based on Lenin’s initiatives. Although Lenin held authority over the Bolshevik’s, itShow MoreRelatedBiography of Lon Trotsky Essay1070 Words   |  5 Pagescontribution to Soviet Russia was immense through his practice of Marxist and Trotskyist theory for Russia and the world. His rise to prominence in the Soviet Union was characterized by his work and partnership with Lenin. Trotsky’s most significant accomplishments included his leadership of the Red Army and success in the February Revolution, which consolidated Bolshevik power. Trotsky’s â⠂¬Ëœtalent’ and ability’ was undoubted, however, it was insufficient to attain leadership of the Soviet Union. FollowingRead MoreLeon Trotsky s Influence On The Soviet Revolution1496 Words   |  6 PagesTrotsky was a man to be reckoned with. Trotsky was a Marxist revolutionary who played a leading role in the 1905 Revolution, in the eventual Communist Revolution of October 1917, and in the Russian Civil War. Without Trotsky’s impact in the Russian Revolution, the Bolsheviks would have been defeated. His own beliefs on Marxism combined with his intellect made Trotsky a target and influential leader in the Soviets. From his studies on Marxism, he created Trotskyism, a Marxist ideology based on the theoryRead MoreThe History of the Russian Revolution Essay1235 Words   |  5 Pageswidely sourced and so heavily relied upon than that of the account of Leon Trotsky, his book â€Å"History of the Russian Revolution† a somewhat firsthand account of the events leading up to the formation of the Soviet Union. There is no doubt that Trotsky’s book, among others, has played a pivotal role in shaping our understanding of the events of The Revolution; but have his personal predilections altered how he portrayed such paramount individuals as Vladimir Lenin and Josef ‘Soso’ Stalin. Does the accountRead MoreThe Life of Leon Trotsky Essay1462 Words   |  6 Pagesremoval of the Tsar during the Russian Revolution, Trotsky returned to Russia in May 1917. In August 1917, Trotsky joined the Central Committee of the Bolshevik party whose leader was none other than Vladimir Lenin. Trotsky assumed key roles in the events and policies concerning the Bolshevik Government, which included the Bolshevik Revolution, Treaty of Brest-Litovsk, the Civil War and views on Russias economic policies. The Bolshevik party focused on their one aim: overthrowRead MoreLeon Trotsky2722 Words   |  11 Pagesthere he attended a socialist discussion circle. As Trotsky’s father was a wealthy farmer, he argued that Narodnik peasant socialism was better than Marxist, proletariat socialism. Narodnik’s believed Russia could bypass western capitalism with a socialism based on peasant revolution. Trotsky held this view up until his first exile to Siberia when he developed his theory of permanent revolution. Trotsky helped organize the South Russian Workers Union in Nikolayev in early 1897. Using the name LvovRead MoreLeon Trotsky aka Lev Davidovich840 Words   |  3 Pagesmore ideas in his head about the revolution and so it didn’t take long for to start planning something so he saw that something wasn’t right with the workers’ union, and then saw that no one was doing anything about it. So in 1897, Trotsky decided to help found the South Russian Workersà ¢â‚¬â„¢ Union and for his activities with this particular union he was arrested in January 1898, that’s when he joined the Social Democratic party. Leon Trotsky had to serve two years in prison but after those two years heRead More The Importance of Trotsky, Lenin and Stalin to the Communist Dictatorship in Russia1300 Words   |  6 PagesCommunism. NEP simply allowed economic recovery and by 1928 industrial and food production levels were about the same as in 1914, and some people grew. However even to realize to all of the stated achievements Lenin made, he needed Trotskys help. Trotsky was Lenins right-hand-man and it can be said that Trotsky was a fighter, the man who took actions. Without Trotsky, Lenin would have been dead, because Trotsky organized Red Guards to provide security to Lenin. TrotskyRead MoreThe Bolshevik Tactics that Allowed the October Revolution1796 Words   |  7 PagesAssess the view that it was mainly the tactics of the Bolshevik leadership that made possible the October Revolution. INTRO: It was undoubtedly the Bolshevik leadership that made possible the revolution. It was the excellent combination of Trotsky’s rhetoric, rallying and inspiring personality, Lenin’s astute ability to judge the political mien and the whole party’s force and power within the country that led to superb tactics that would eventually make possible the October Revolution. Most modernRead MoreStalin s The Dominant Leader Of The Soviet Union3200 Words   |  13 Pagesleader of the Soviet Union? It is undeniable that Stalin had a profound impact on the Soviet Union following Lenin’s death. His rise to power within the Soviet Union has provided historians with a hotbed of political intrigue for many years. He was an opportunist, coming to dominance by manipulating party politics and influential figures in the politburo to eliminate his opposition by recognising and exploiting their weaknesses thus becoming the dominant leader of the Soviet Union. He was severelyRead MoreLeon Trotsky1373 Words   |  6 PagesEvaluate the impact that Leon Trotsky had on national and international history. Lev Davidovich Bronstein was a major political figure in the turn of the twentieth century for the USSR (Union of Soviet Socialists Republics) aka Russia. Bronstein’s impact was greater with national history than international history. He was born on November 7, 1879, Ukraine (Yanovka) and later changed his name to Leon Trotsky, the name of his prison guard at Odessa prison whilst in exile in Siberia. Trotsky was

The Ending Gang And Youth Violence Policy Initiative

1. The Ending Gang and Youth Violence policy initiative is aimed at analysing problems with gangs and find intervention to tackle crime connected to young people. It is focuses on preventing gang violence, finding pathways out, punishing offenders, working as partners with different forces and providing support to individuals who got in to gangs. 2. The policy initiative aimed at tackling gang violence needs not only the police to play their role, but also other public service workers, like teachers, youth workers and multi-agencies. All of them have to work together and share information. The policy claims that to prevent gang violence the police will have to apply fixed custodial sentences for people using a knife to threaten or endanger others. The UK Boarder Agency will also have a role as with the police they need to undertake using immigration powers to deport dangerous gang members who are not UK citizens, bringing Operation Bite in London strategy to successes. When working together all hospital emergency departments will have to share confidential data on knife and gang assaults with the police and other agencies. In addition the possibility may be even a possibility of including hospital data on local crime maps. All of this is just part of the initiative and will affect not only gang members, but the public servi ces too. The police job may become easier as they will work with other services. For example, as the hospitals will provide data to mark on local crimeShow MoreRelatedThe Incarceration Of Minority Youth883 Words   |  4 Pagesadolescent youth and young males in the criminal justice system. For this reason there needs to be interventions available to this population to create a change in society. †¢ The changing number of adolescent and youth minority prisoners : The incarceration of minority youth is at a high as well as the cost for the imprisonment of them in their states, many of their offenses are non-violent. 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It has a very diverse population of two hundred ninety-one thousand and seven hundred and seven. About a third of the Stockton population is of Latino or Hispanic origin (Braga 2008, p. 334). The median yearly household income of the residents in StocktonRead MoreJuvenile Prostitution Crimes Essay1076 Words   |  5 Pageswhich prohibited juvenile prostitution almost every were in the country. Today is prohibited in 49 out of 50 states with the exception of Nevada who still promote the adult prostitution legally. We really need to fight with this problem because is ending with our teenager liberty, social moral and is creating hire crimes (rape, muder, kinapping and more). â€Å"It is estimated that there are 60 million survivors of childhood sexual abuse in America today. Child abuse contributes to our overcrowded prisonsRead MoreThe Harmful Effects of Juvenile Prostitution Essay1749 Words   |  7 Pagesneeds, but the true is that our teenagers are becoming slave of the sex industry. Most of the parents today don know that every day our teenagers are in the risk of becoming a new slave of industry. We really need to fight with this problem because is ending with our teenager liberty, social moral and is creating hires crimes. â€Å"It is estimated that there are 60 million survivors of juvenile sexual abuse in America today. Child abuse contributes to our overcrowded prisons as nearly 31% of woman in prisonRead MoreYouth Crime Essay3259 Words   |  14 Pagesï » ¿ Youth Gang Involvement MET CJ/631—Youth Crime Problems Boston University Dr. Frank Carney April 20, 2013 Abstract Within the United States, youth involvement in gangs has become a serious problem for the future safety and security of the United States. The following thesis explores the growing problem of youth involvement in gangs and attempts to understand the growing trend by exploring historical facts and figures, policies and programs. 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The terrorist attacks on September 11, 2001 refueled the United States dedication to sex trafficking by declaring DMST as a threat to national security which transformed the wayRead MoreViolence, Mental, And Mental Health3149 Words   |  13 PagesMonique Nguyen Global Health Paula Palmer 3 December 2014 Violence and mental health in Brazil Today, mental disorders, violence and injuries are more prominent in low- and middle-income countries (Rebeiro, 2013). Violence stems from all age groups and genders, however, Brazil faces disproportionately high rates of violence. Violence is a major contributor to morbidity and individual and collective costs (Reichenheim, 2011). Unfortunately, nearly 90% of people living in Sao Paulo and Rio de JaneiroRead MoreWhat Is A Penal Crisis?2392 Words   |  10 Pagesan everlasting loop within the criminal justice system, with little opportunity to reform. This is the definition of the UK penal crisis. The New Penology Recent decades have shown that an emergence of the ‘New Penology’ will affect contemporary policies in criminal justice. The new language of penology replaces old concepts of focusing on individuals, rehabilitation and reform and instead shifts to an actuarial approach to criminals at an aggregate level. It is no longer significant for the measurement

Corporate Social Responsibility Environmental Efforts

Question: Discuss about theCorporate Social Responsibility forEnvironmental Efforts. Answer: Introduction The assignment is aimed at understanding the concept of corporate social responsibility and gaining a deep insight into the arguments that are in favour and against the companies that demonstrate corporate social responsibilities. The assignment also discusses some important activities of Google, which the company is carrying out to demonstrate its corporate social responsibilities. Corporate Social Responsibility Corporate Social Responsibility, also known as CSR, is a relatively new concept that aims at sustainable development of the society, environment and the economy in which a company carries out its business activities (Responsibility?, 2016). Corporate social responsibility can be achieved through a wide variety of tactics, such as giving away a portion of a companys proceeds to charity or other social working foundations or by adopting green business practices in the business decisions of the company. Let us discuss some broad categories of corporate social responsibility that some of the top business organisations are practicing: Environmental efforts one of the best ways to work towards sustainable development of the society and the environment is by making the business operations environment friendly. Philanthropy another common way of fulfilling corporate social responsibility is by donating a portion of the proceeds of a company to national or international charity organisations. Ethical labour practices companies are also demonstrating their corporate social responsibility by acting ethically towards their employees and treating them in a better way. Volunteering companies are also attending volunteer events to polish their market image and demonstrate their sincerity. By doing such good deeds without any expectation of returns, companies are actually working towards the upliftment of the society. The concept of corporate social responsibility has been gaining a lot of importance in the modern day world because the stakeholders now feel that companies that work in an environment and rely upon the stakeholders for their operations should also play an important role in their development and conservation of the environment. As a result, a number of concepts, such as green business, etc. have been coming up, which helps business organisations in demonstrating that they too care for the environment and the society in which they operate. Arguments in Favour of Companies Practicing Corporate Social Responsibility Corporate social responsibility is not just a concept in papers or books but is a full-fledged movement that has taken over the business world in the past few years. It might be hard to believe for some people but some of the top companies in the world are spending millions of dollars every year to demonstrate their sincerity towards the society and the environment in which they carry out their business operations. Let us now talk about some arguments that are in favour of companies that demonstrate good corporate social responsibility in the modern day business world: Satisfied employees corporate social responsibility does not only means that business organisations should work for the betterment of the customers but it includes the employees too. Employees too need some extra attention and they feel proud when they are a part of an organisation that is famous for its good deeds. Indulging into corporate social responsibility activities allows a company to keep the employees happy and achieve a good market image. As a result, the employees are happier and they tend to stick to such organisations rather than switching to new business organisations (Csrinpractice.com, 2016). Satisfied customers Researches have concluded that the customer have shown positive attitude towards those companies that have demonstrated their efforts towards saving the environment and making the life of the stakeholders better. As a result, the customers have a higher tendency to buy products from such companies that are demonstrating corporate social responsibilities. A study conducted by IBM, Attaining Sustainable growth through corporate social responsibilities shows that majority of the business executives believe that business organisations can achieve market competencies by demonstrating corporate social responsibilities activities. Positive Promotion One of the best reasons because of which corporate social responsibility is considered to be good for business organisations is that it helps in bringing about a positive promotion for companies. Where companies spend millions of dollars every year to promote their business through expensive advertising media, a good corporate social responsibility deed can bring about a lot of fame and appreciation from the media. In other words, corporate social responsibilities help business organisations in generating free and positive publicity in the industry that they operate in (Csrinpractice.com, 2016). Cost reductions another good reason because of which most people support the concept of corporate social responsibility for business organisations is that it helps in reducing operational costs rather than increasing them. If properly executed, good corporate social responsibility deeds can help a company in saving a lot of its expenditure. First of all, it can easily attract a greater pool of talent due to its reputation and can easily retain its existing employees. Secondly, green business activities obviously have an impact on energy savings. Thirdly, it allows companies to manage risks more efficiently and lastly, companies have to make very less investments in traditional advertising sources. More business opportunities corporate social responsibility provides a great way to develop and maintain good relationship with other entities. As corporate social responsibility requires an open, outside oriented approach, business organisations have to stay in constant touch with other parties, such as the customers, suppliers, retailers, wholesalers, etc. and because of their continuous interactions with such people that are related to their industry, they can easily identify and opportunities that could likely be beneficial in the near future (Cube Group, 2015). Arguments Against Companies Practicing Corporate Social Responsibility Corporate social responsibility is not all good in some cases. There have been many instances where some companies following corporate social responsibilities have failed themselves and the stakeholders in the industry. Let us now study some of the arguments that are against the companies which have been practicing corporate social responsibilities: Green washing it has been observed in a number of cases that some companies claim to be working towards the betterment of the society and the environment whereas they do not do anything in reality. One of the biggest reasons behind such an act is that the managers are asked to maximise the profits for the shareholders but they stand the risk of losing their jobs if they pay attention to the welfare of the society more than maximising the wealth of the stakeholders. Thus, they face extreme criticism in the market when their false claims are discovered. This process is known as green washing (Smallbusiness.chron.com, 2016). Companies that try to fool their customers by making false claims of being into corporate social responsibility programs end up losing more than what they could have had possibly gained from being into good corporate social responsibility deeds. Costs another argument against the companies that follow corporate social responsibility is that the costs fall disproportionally in case of small business organisations that try to go for corporate social responsibility. Where the top most companies can spare millions of dollars every year to demonstrate their corporate social responsibility or good deeds, medium or small business organisations cannot afford such expenses. Thus, a corporate social responsibility sometimes involves costs that might be unbearable by small or medium business organisations (Yourbusiness.azcentral.com, 2016). Stakeholder expectation Another argument that stands against the companies that follow corporate social responsibility is that there is a negative perception that might originate about the stakeholders. The traditional focus of companies had been to maximise the share values of the stakeholders but the trend has completely changed now. Some customers or clients tend to invest in companies that are already trying their best towards the betterment of the society and to improve the life of the people (Post, 2016). Losses to the companies a number of times it has been found that due to demonstration of corporate social responsibilities, some companies have to disclose the shortcomings of their products themselves in case they are found guilty of violating the corporate social responsibility program. There have been some cases where care manufacturers had to call all their stock back in the warehouse even though they had already sold a large number of vehicles to the public (Assignment Help, 2014). Shift from profit making objective it has been said a number of times that the sole objective of any business organisation is to make profit. Milton Friedman, an economist and one of the biggest critics of CSR claims that indulging into corporate social responsibility activities can shift the focus of the company from profit making and they end up using a lot of their important resources in community welfare rather than focusing upon the maximisation of shareholders wealth, which is their main aim. A Company Leading in Corporate Social Responsibility Activities It might be shocking to know that most of the leading companies in the world have already proved their interest in corporate social responsibility activities by either donating a part of their proceeds to charity or by implementing green business practices at the workplace. Google, the leading information technology company in the world is also leading the industry when it comes to corporate social responsibility. The company has been making a lot of efforts on multiple fronts. One such initiative that the company took is known as Google Green. Google Green is an effort by the company that aims at better utilization of energy resources and support those sources of energy that are renewable in nature. Google has been observing that the prices of renewable source of energy have been on the lower side as compared to the prices of fossils and non-renewable resources of energy (Forbes.com, 2016). The company is into recycling and believes that turning off extra lights or recycling wastage would not only reduce the operational costs but will help the company in achieving much more in the market (Moreno, 2015). By investing in renewable energy resources, the company has been able to reduce its power consumption exponentially. The data centres of the company no w require 50% less power than what they required before. Google has also been working a lot to minimise its carbon footprint on the environment. Google has taken off 3,000 cars from the roads by starting its own shuttle fleet that can be used by the employees to commute from one place to another. It also comes equipped with Wi-Fi so that the employees can work while they are on the move. This single activity of Google has helped the company in reducing the annual carbon emission by 16,000 tons. Therefore, it can be easily seen from this example that even the biggest of the biggest companies are now trying their best to prove their sincerity towards the society and the environment, which is crucial for the existence of the stakeholders as well as for the business. Conclusion Even though Corporate Social Responsibility is relatively a new concept but the entire world has found this concept to be useful. The stakeholders and the business organisations have realized that business too should do something for the welfare of the society and the environment, which makes the businesses run. As a result, business organisations are spending billions of dollars every year to polish their image in the market and to prove that they too believe in the principles of sustainability and want to do something for the environment, the stakeholders and the generations to come. References Expert Ethical. (2016). 3 Lies About Corporate Social Responsibility You Shouldn't Believe. [online] Available at: https://expertethical.co.uk/corporate-social-responsibility-a-look-at-the-pros-and-cons/ [Accessed 11 Aug. 2016]. Yourbusiness.azcentral.com. (2016). [online] Available at: https://yourbusiness.azcentral.com/pros-cons-corporate-social-responsibility-13106.html [Accessed 11 Aug. 2016]. Forbes.com. (2016). Forbes Welcome. [online] Available at: https://www.forbes.com/sites/michaelkanellos/2013/03/20/google-explains-why-the-future-of-energy-is-green/#64c4094fc366 [Accessed 11 Aug. 2016]. Moreno, C. (2015). 3 Excellent Examples of Corporate Social Responsibility. [online] Line//Shape//Space. Available at: https://lineshapespace.com/doing-their-part-3-excellent-examples-of-corporate-social-responsibility/ [Accessed 11 Aug. 2016]. Post, G. (2016). What Are The Disadvantages Of Compulsory Corporate Social Responsibility - iPleaders. [online] iPleaders. 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Wolfgang Amadeus Mozart and Music Essay Example For Students

Wolfgang Amadeus Mozart and Music Essay The Classical period of music was from 1750-1825. Mozart played a huge role as a great composer in this time. He took on new challenges and different possibilities for music in this era. Classicism of music did not mean that it was strictly traditional. A lot of composers, including Mozart experimented with different materials. He also used a lot of romantic elements in his music. The classical style is based off symmetry of four-bar phrases and usually moves by small steps and has a narrow range. There are four movements of the Classical-Romantic era. The first movement s long, dramatic and written in sonata-allegro form. The second movement is slow, lyrical and is in a modified sonata-allegro form. The third movement is danceable, moderately slow and is variably a minuet and trio. The last movement, the fourth, is lively, spirited and is a spirited rondo form. The movie gave a great aspect of Amadeus Mozart life. He was a very gifted child who composed music before the age of five. We will write a custom essay on Wolfgang Amadeus Mozart and Music specifically for you for only $16.38 $13.9/page Order now Mozart life was very different from most because he grew up composing and playing music for people including royalty. He never had a revised piece of music. Whenever Mozart chose to write on a sheet of sic, that was the final product. Most people couldnt grasp the concept that he could hear it in his head and then compose a wonderful work of music, without a single revision. People admired him deeply. Other composers wanted to be him or like him. He was always asked to compose a new piece and/or teach their daughters about music and how to play the piano. Mozart ended up establishing himself in Vienna as a struggling freelance musician. He then reached a peak in his career. Some of Mozart most famous pieces are, The Marriage of Figaro, Don Giovanni and Coos an tutee. These were all produced in the late sasss. Society was absolutely astounded by his work. Mozart admired his father Leopold Mozart. He wanted his father to be proud of him. His father is the one that taught him how to compose music. He stood by his side through the years of growing up and into his twenties. When Mozart was twenty- six, he married Constance Weber. His father was outraged. They had a distant relationship from then on. Later his father died, and Mozart went into a dark phase. He was composing darker pieces, which was known to be because of the death of his father. The movie, Amadeus, takes a very interesting look at Mozart life. He started out ere prosperous and eager to compose music and then after the death of his father, it was like he couldnt do it anymore and it was making him sick. It almost seemed that that was what killed him. Also, I noticed he was able to relate to society through his music. People from all over would come to hear his music, but when it came to interacting with people aside from the music, he was a bit odd. I feel that since he grew up mainly composing and playing music that he didnt know how to function in society without that. He needed it. Mozart is still to this day one of the most famous and historical composers of all Wolfgang Amadeus Mozart and Music By slipknot birthday. He rebelled against society and wrote music the way he wanted to. He was brilliant. One of my favorite pieces of his is Nine Klein Machinists (A little Night Music). My favorite aspects of this piece are the sound of the string quartet and how it starts out allegro and goes to andante and then back to allegro. It captures you from beginning to end because of the distinct cheerful sound of the piece. It Just makes me want to get up and dance. After studying Amadeus Mozart I now have a liking to the Classical era. I will definitely be enjoying more of his music in the near future.