Organizational Buyer Behavior and Buyer-Seller Relationships Essay Example for Free

Organizational Buyer Behavior and Buyer-Seller Relationships Essay Business to business marketing also known as Industrial marketing is the marketing of goods services to organizations including commercial enterprises, government and other profit non-profit institutions for use in the goods services they in turn produce for resale to other customers or to facilitate the operation of their enterprise (Reeder, Brierty, 2002). Business to business market is characterized by few customers who buy in very large quantities and are geographically concentrated. The customers are professional and rational in their purchase approach. The nature of demand is derived demand, which is usually customized. The channels of distribution are shorter and there is more emphasis on personal face-to-face communication. In this era of globalization the business environment is characterized by intense competition. To sustain and grow in such a competitive economic environment, business organizations are under tremendous pressure to manufacture a product or provide a service that is of optimum quality, is customized to individual customer requirements and is delivered on time at minimum possible price. The role of the suppliers is crucial in helping the business organizations to achieve this objective. To succeed and grow in such business to business markets business marketers need to understand the Business Buyer Behavior and evolve close, enduring and long-term relationships. Business Buyer Behavior Understanding the dynamics of business buying behavior including the organizational buying process, the types of buying situations, forces influencing the organization buyer behavior, the composition of the buying center and the motives and the roles played by each member of the buying center is crucial for business marketers to identify profitable market segments, locate the various buying influences within these segments and reaching these buyers efficiently and effectively with product or service offerings that satisfy their needs. The Organizational Buying Process The organizational buying behavior is a process rather than an isolated program. It involves comprehensive phases or stages. The process begins with the recognition of a need for a product or service by someone in the company. Broad parameters for the desired product/service are then worked out. Detailed specifications and description for the desired product or service are developed. Once the company has defined the product /service it needs then the search for potential suppliers who can meet the needs begins, alternative suppliers are identified, asked to submit their proposals and the proposals analyzed. The short-listed suppliers are invited for negotiations and the final suppliers are selected. The order is then placed with the selected suppliers on the agreed terms. Finally the performance of the firms supplying the required products/ services is reviewed periodically. The buying process stage of the potential buyer for the seller’s product or service will have a major implication on the marketing approach to be adopted by the seller. Types of Buying Situations There are basically three major types of buying situations, namely the straight rebuy, modified rebuy and new-task buy. In a straight rebuy situation the buyer reorders a product or service without any modifications on a routine basis through the purchase department. In a modified rebuy situation the buyer may wish a modification in product/service specifications, prices, terms of supply etc. This situation usually involves more number of participants in the buying decision process. In a new task buying situation the company is buying a product or service for the first time. In such a situation the organization buying process is more complex and involves many more number of participants from different departments in the organization. The buying company also needs to decide on the product/service specifications, prices, delivery terms, order quantities, service terms etc. Forces Influencing Business Buying Behavior The organization buying behavior is influenced by environmental forces like changes in the domestic and global economy and changes in the technologies. The rapid strides made in information technology especially Internet technology has had a major influence in the way businesses buy. For example most of the small and large business organizations buy computer systems from Dell through its well developed website www. ell. com. Organization buying behavior is also influenced by the organizational forces like centralization and decentralization of purchase and strategic role and priorities of purchase prevalent in the given organization. The group forces influencing behavior include the composition, motives and the roles played by each member of the buying center. Buying Center It is the decision-making uni t of a buying organization and comprises of all members of the organization who are involved in the buying decision process. The members of the buying center will change depending on the product/service being purchased and the buying situation in which it is being purchased. The buying center members may play any one or a combination of the five roles namely, users, influencers, buyers, deciders and gatekeepers. Users are the members who will actually use the product being offered. Influencers are members who influence the purchase. Buyers are members who have the formal authority to make the purchase. Deciders are members who have formal or informal power to select/approve the final suppliers. Gatekeepers are members who control the flow of information from the seller to other members of the buying center. The buying motives/objectives of each member of the buying center through which the members evaluate potential suppliers may differ. The motives may include task oriented objectives such as price, quality, service and Return on Investment and non-task oriented objectives such as recognition, promotion, increments and job security. Companies involved in business to business marketing need to clearly identify the buying situation, the stage or the phase in the buying decision making process for the product being offered, the various forces influencing the buying organizations behavior, the composition of the buying center, the role played by each member of the buying center and the criteria on which they evaluate the suppliers for each individual customer. Based on such an understanding they should evolve suitable marketing strategies for success. For example Unilever the British FMCG major may need new high-speed packaging equipment for its innovation in detergent ‘small mighty’. Companies in the business of packaging equipment need to understand that it is a new task buy situation for Unilever. And the company may be in the need identification stage of the buying process. They need to have closer relationship with the members from different functional areas like operations, engineering, design, finance and purchase who may comprise the buying center, understand the motives of purchase and the role played by each member. This is crucial because each of this buyer behavior characteristic will have an implication on the buying decision process at Unilever. This will help the supplier to evolve suitable marketing strategies to be the favoured supplier of Unilever. Relationship emphasis in Business to Business Marketing In the highly competitive environment that is prevalent today, suppliers have evolved into business partners. There is a major emphasis on close and long-term relationships in the business to business markets. To maintain the relationships, business markets must develop an intimate knowledge of the customers and add value to it. Relationship marketing centers on all marketing activities directed towards establishing, developing and maintaining successful exchanges with customers (Morgan, Hunt, 1994). A strong relationship between the buyer and the seller is a win-win situation for both. The seller will have a competitive advantage over his competition and the buyer will have effective business solutions to his problem. The relationships between the buyer and the seller in the business to business setup are positioned on a spectrum with transactional exchanges on one end and collaborative exchanges at the other extreme with value-added exchanges in the middle. Transactional Exchanges focus on timely exchange of a product/service for a competitive price. Economy and necessity are the main motivational factors of such exchanges with little interest on the part of the buyer or the seller to extend the relationship. Such types of exchanges may be preferred by the buying organization when the purchase decision is not complex, the purchase is considered to be less significant to the achievement of its objectives, many suppliers are available and the supply market is stable. Here the business marketer need not make any specialized investment in building relationships. For example the supply of office stationery and cleaning services may call for a transactional relationship. Value added exchanges focus on complete understanding of the present and future needs of the customer and meeting those needs better than the competitor by customizing the firm’s offerings to the needs of individual customers. For example Intel Corporation, a leading player in the semiconductor industry has understood the changing computer server needs of it corporate clients and has developed and introduced a new chip that lowers electricity consumption to a very great extent. This has drastically reduced the huge electricity bills of its customers like Google Corporation that maintain thousands of servers world wide (Edwards, 2006) Collaborative Exchanges focus on building a strong social, economic, service and technical ties over a long period of time for mutual benefit through reduced costs and increased value. Such exchanges are very crucial when the market is very dynamic, the complexity of purchase is very high and the product/service being purchased is very crucial for the performance of the end product of the buying organization. In such situations the switching costs involved in changing a supplier are also very high for the buying organization. For example Asin is the sole supplier to the Japanese car manufacturing major Toyota Motors for â€Å"p-valve†, a critical brake part used in all Toyota vehicles worldwide. Aisin works in very close collaboration with Toyota Motors and is highly involved in the product development process at Toyota Motors to keep pace with the innovations being made in the Toyota vehicles and meet the JIT production requirements of Toyota (Liker, 2004). Business Marketers have some flexibility in deciding where to participate along the relationship continuum. It basically depends on the characteristics of the market, the type and price of product/service being offered and the significance of product/service being offered to the buying organization. However rival companies are continuously working towards taking away the best accounts and so also the requirements, expectations and the preferences of the individual customers keeps changing continuously. To meet these challenges business marketers must develop mutually beneficial relationships with individual customers by developing a deep understanding of their needs. Information should be openly shared to benefit both the buyer and the seller. The systems, procedures, and routines of the buyer and seller should be connected to facilitate operations. There should be very good cooperation between the buyer and seller and both should treat the buying situations as joint responsibilities. Both the buyer and seller should invest in processes and procedures that are necessary to meet the specific needs of the exchange partners. Such mutually beneficial relationships between the buyer and the seller will result in better service to the business customer as the seller will be able to provide customized product/service solutions that precisely meet the individual customer needs. Conclusion Business to business markets are growing in volume as compared to consumer markets. The characteristics of the Business to business markets call for closer buyer seller relationships. Companies operating in the Business to business markets should clearly study the organizational buyer behavior with respect to the product or service they offer. They should decide on the type of relationship, ranging from transactional exchange to collaborative exchange, which they should adopt with each customer to gain competitive advantage in the intensively competitive business environment.

Contrast in Nigeria Essay Example for Free

Contrast in Nigeria Essay The aim of this paper is to compare and contrast in Nigeria to that in the United States. The emergence, development, and settlement of ethnic conflict are related to the cultural, legal, and socioeconomic conditions in which a conflict takes place. These conditions are strikingly different in developed and developing countries. One more mediating factor in the cross-national study of ethnic conflict is the attitudes towards conflict in a society. Therefore, this paper will start with analyzing societies in the U. S. and Nigeria as well as their histories. The U. S. is the world largest economy and a country with a strong tradition of democracy. Its uniqueness is associated with the fact that the U. S. is an immigrant nation. Although ethnic conflicts were (and still remain, to a certain extent) frequent and acute, the American society has found effective ways to resolve such conflicts. The government of the U. S. tries to prevent conflicts between different ethnic groups, ensure equality, and promote tolerance. On the contrary, Nigeria is a poorer country with GDP per capita being only $2,000 (in the U. S. this figure is $45,800). However, it is Africa’s most populous country. Almost half of the population is under the age of fourteen. Mortality from AIDS is high (the percentage of people living with HIV is 5. 4%), and healthcare is inadequate. The country is composed of more than 250 ethnic groups, the following groups are the most influential: Hausa and Fulani (29%), Yoruba (21%), Igbo (18%), Ijaw (10%), Kanuri (4%), Ibibio (3. 5%), and Tiv (2. 5%) half a population are Muslim, Christians constitute 40% of the total population, and indigenous believers account for the remaining 10% (CIA, 2008). Waters (1996) suggests studying the following questions in order to understand cross-cultural perspectives on ethnic conflict: the meanings of ethnic identities (whether they are oppositional identities, immigrant identities, or symbolic identities); the attitude of ethnic groups to the state (whether they trust the institutions of the state to be fair and honest, whether these institution perpetuate oppression, whether the state is perceived by ethnic groups an instrument of power to be employed by their own group or another group or as a neutral arbiter); and the perceptions on hate crimes, violence, and intergroup encounters (whether they are seen as temporary, accidental and individualized, or as permanent, systematic, and institutionalized). In the U. S. , many people coming from other countries perceive themselves as immigrants at the initial stages of integration, yet eventually they accept their new, American identity. The overarching nature of American identity prevents the creation of sharply oppositional identities. However, double identities (such as African Americans or Hispanic Americans) remain string and may become a basis for ethnic conflict. However, the state directs a lot of effort and resources on preventing ethnic conflict. While the general view on the state’s handling of racial issues is generally positive, racism in entrenched in the social system, and there are even accusations of institutional racism. The unique feature about the American society is that it has an experience of successful resolution of ethnic conflicts, such as the movement for equal rights between Black and White citizens or governmental programmes to support Mexican immigrants. The risk of ethnic conflict in Nigeria is much higher than in the United States. In 1999, frequent clashes were taking place between Yoruba and Hausa ethnic groups. This conflict was the legacy of the British colonial rule: ‘Nigeria was brought into being under British colonial rule, when in the early 1900s Lord Lugard forged together the Moslem Northern protectorate and the Southern Christian sphere’ (Mason, 1999, para. 9). Regionalism was encouraged at that time: the country was divided into three self-governing regions based on ethnic allegiance, such as the western region (dominated by Yoruba), the northern region (mainly Hausa and Fulani), and the eastern region (mainly Igbo). ‘[T]he separate governments were designed to strengthen the colonial grip on Nigerian society and weaken the peoples potentials for resistance’ (Irobi, 2005, ‘Second Case: Nigeria,’ para. 2). The attempts of the Nigerian government to create a fully functional federal state have had limited success following the independence. Ethnic clashes turned into a civil war when Igbos attempt to form an independent state called Biafra. Nigeria took over Biafra in 1970 and maintained territorial integrity, but the conflict remained unresolved. There were incidents of sectarian violence in 2004. More recently, the conflict has centered in the oil-rich Niger Delta region. Access to oil revenue and environmental pollution are the main reasons for clashes. The government is perceived as hostile by Delta communities who used to prosper historically from the natural richness of their homeland. The clashes occur between two local ethnic groups, Itsekiris and Ijaw. Cases of vandalism are frequent; the conflict has been especially acute in 2004 when Niger Delta People’s Volunteer Force threatened to destroy oil facilities and infrastructure in the region. In 2005, employees of Shell were kidnapped by the Iduwini National Movement for Peace and Development. In 2006, the Movement for the Emancipation of the Niger River Delta continued the attacks on Shell decreasing the oil production by three quarters. All these groups demand international companies and the government to take appropriate care of the region’s environmental situation and contribute to the region’s development (GlobalSecurity, n/d). As concerns ethnic identities in Niger Delta, they are fluid and dynamic: inhabitants of the region are quick to reconstruct their identities influenced by political opportunities and economic inducements. However, the inhabitants of the region can be regarded as having a common regional oppositional identity. The government is perceived as an inimical body responsible for the ethnic unrest: ‘When citizens perceive that the system has failed to provide essential political or economic goods, they are more likely to gravitate to communal identities and to pursue contentious mobilization’ (Lewis, 2004, ‘Abstract’). Summing up, there are several features which are typical for ethnic conflict in Nigeria, as well as the rest of Africa, namely ‘the demand for ethnic and cultural autonomy, competing demands for land, money and power, and conflicts taking place between rival ethnic groups’ (Irobi, 2005, ‘Introduction,’ para. 6). Therefore, there are many differences between the U. S. and Nigeria in terms of interethnic relations. The most significant differences are the role of the government in conflict management and the creation of oppositional identities as contrasted with an overarching American identity. References CIA. (2008). ‘The World Factbook: Nigeria. ’ Retrieved August 26, 2008, from https://www. cia. gov/library/publications/the-world-factbook/geos/ni. html GlobalSecurity. (N/d). ‘Niger Delta. ’ Retrieved August 26, 2008, from http://www. globalsecurity. org/military/world/war/nigeria-2. htm Irobi, E. G. (2005). ‘Ethnic Conflict Management in Africa: A Comparative Case Study of Nigeria and South Africa. ’ Retrieved August 26, 2008, from http://www. beyondintractability. org/case_studies/nigeria_south-africa. jsp? nid=6720 Lewis, P. (2004). ‘Identity and Conflict in Nigerias Niger Delta: New Evidence from Attitude Surveys. ’ Paper presented at the annual meeting of the American Political Science Association, Hilton Chicago and the Palmer House Hilton, Chicago, IL. Retrieved August 26, 2008, from http://www. allacademic. com/meta/p59519_index. html Mason, B. (1999). ‘Ethnic conflict escalates in Nigeria. ’ Retrieved August 26, 2008, from http://www. wsws. org/articles/1999/aug1999/nig-a17. shtml Waters, M. C. (1996). ‘Ethnic and racial groups in the USA: Conflict and cooperation. ’ In Ethnicity and power in the contemporary world, ed. Rupesinghe, K, Tishkov, V. A. Retrieved August 26, 2008, from http://www. unu. edu/unupress/unupbooks/uu12ee/uu12ee0o. htm

Unsustainable Tourism Essay

Unsustainable Tourism Essay Tourism Industry is one of the fastest growing industries in the world. Tourism has long been a central component of the economic, social and cultural shift that has left its imprint on the world system of cities in the past two decades (Dumond; 2005 cited in Beben; 2006;1). According to the statistics of World Trade Organization, there was 693 million tourist arrivals across the globe in 2002 (Beben; 2006). Moreover, WTO and the World Tourism and Travel Council announced a possible increase in the number of tourists to close to 1 billion by the end of 2010 (Massound; 2010). Mass tourism is seen as a large number of people participating in tourism as well as inflexible and packaged standardized holidays (Poon; 1993). Starting from the 50s a new tourist demand leaded to a new stage in this evolutionary process. Tourism industry just like other Fordist industries has been supplying mass products, mostly considered under the label of mass tourism (Conti; Perelli; 2004). According to Conti and Perelli (2004;3), Thomas Cook created the tourism packages in the 19th century as the pioneering forms of mass tourism and the opportunity for the definitive shift from the aristocratic forms of vacation to the mass mobility of workers spending their paid holidays travelling. The concept of Cookism was used in a place of Fordism to express the era of mass tourism. Others seen mass tourism as consuming places by the large number of visitors (Urry; 1995). More recently mass tourism consumption experience has been linked to the ideas of a McDonaldization, Disneyfication o r McDisneyfication of societies (Ritzer and Liska; 1997 cited in Conti and Perelli; 2004;3). The impact of those consumption patterns has been considered as the typical Fordist leading to a reduction of the cultural diversity by mean of the demand of a tourist experience that will be more and more reproducing the everyday life patterns of consumption (Contti and Perelli; 2004). Mass tourism is strongly linked to seasonality. The impact of schools closure for the holiday periods as well as companiesÂÂ ´ work programmes and the destination specific weather conditions, all that aspects are gathering great number of tourists at the same time (Shaw and Williams; 1995). Before tourism was a luxury, available mostly for higher class but after the introduction of packaged holidays and development of mobility and technology, travelling became more accessible for everyone. Tourism has aroused on the market as a forceful industry making changes which have both positive and negative economic, socio-cultural and environmental impacts. The development of tourism industry is very important for economy of the country especially for less developed countries as it increase foreign exchange earnings and generates employment. According to UNWTO, tourism stands for 8% of employment and 9% of global GDP and by the year 2019 will provide 296 million jobs (UNWTO cited in MercoPress, 2010). Tourism can have a powerful and beneficial direction for both economic and sociio-cultural change but at the same time it can be destroying. Do actual benefits from tourism go to the host community? Is governmentÂÂ ´s priority in development are to provide the needs of the tourists instead of local community? The government blinded by the opportunity of the country to generate the money from the development tourism is forgetting about the negative aspects that the industry ca n bring. Most of the attention has been made to economic aspects of the tourism growth and environmental and socio-cultural issues have been swept out to the second plan. Although to make tourism sustainable it is very important to look at those aspects. As mentioned before tourism enables the development of the destination although, the lack of own capital and a weak economy of some underdeveloped destinations makes foreign investors to build a new hotels that makes tourism being beneficial mostly for the developed countries. The same is with employment. It seems like tourism would give jobs to the local community but in the meantime the investors from developed countries employed the workers with a better education and abilities so the developing country stays with almost nothing. When the development is lower than the position of a country is worse. Leakage is an amount of money that escapes from the local economy (France; 1997). According to Kripperdorf(1982;136), tourism planning is usually in the hands of outside promoters the local population are regarded merely as landowners or as a reserve of labour, not as people entitled to participate in decision making. For example, tour operators owning resorts and sending the customers to the destination which mean that local community wont benefit much from those tourists. They export food for the tourist and employ British stuff. How tourism can be sustainable if itÂÂ ´s breaking the basic rules of it. The tourism control and planning strategy is crucial in developing sustainable tourism but how can it be done if even government is closing their eyes on the unfair practices in the Tourism sector of that region. The uncontrolled tourism in Goa has a strong impact on host community who has to face the food and water shortage (Almeida; 1996). Moreover, Goan has to face with electricity problems, there is a severe water shortage. The water pipeline that was originally meant for the villagers is now being utilised by the hotels. The transport too is insufficient to transport both locals and tourists (Misquita, 1996a cited in Noronha;1999;101). Very fast process of urbanisation has changed Goa into the concrete jungle. Police is closing their eyes on the drug fulfilled parties. Barely 10 % of Goans have benefited from tourism development, moreover, the foreign investors are buying large amounts of lands in the region (Almeida; 1996).All those examples illustrate how unsustainable tourism it is. Moreover, as suggested by Wall and Wright (1977); physical impacts to the tourist destination include alterations to the natural environment, including air, water, soils, vegetation and wildlife as well as changes to the build environment (Mathiesen and Wall; 1999; 38). Mass tourism affects strongly beaches, cliff-side, environment and degraded landscape. In some mass destinations ground water is in an alarmingly low level which is largely consumed by agricultural sector, by the irritation of a great number of gardens constructed due to the development of new summer houses and second homes and golf courses (Molz; 2004;5). Also the beaches have been extended in order to meet tourist demand. The unlimited constructions and unsustainable exploitation of natural resources will lead to the serious environmental problems. Recreational activities organized for tourists have also strong impact. Tourists by touching reefs when diving and snorkeling are damaging them. Also by the great number of boat trips tourist are disturbing marine animals. According to Kripperdorf (1982;135), the mass phenomena of modern tourism have initiated the paradoxial process Tourism destroys tourism. The landscape loses its tourist value through its use, or rather over-use, by th e tourist. Mass tourism is not only a problem of coastal regions but also the winter season is strongly connected to mass tourism. In Alps the number of tourists doubles every 7 years (Dziedzic; 1998). In Tyrol the ski slope is going through the endangered forests. Every year more than 500 hectares of agricultural land is used to make new skiing resorts and slopes (Dziedzic; 1998). Environmental degradation destroys the meaning of existence of tourism itself. The number of tourists is growing every year. According to the World Travel report (cited in Hickman; 2006) by 2020 the natural features of some of the wonders of the world will be damaged by global warming, while other resorts will become seriously overcrowded. The carrying capacity has been described as greatest number of people who can use the place without any damage to the natural resources and without degradation of the environment (Wall and Mathiasen; 1999). The attrition of historical buildings and the saturation of the coasts are one of the problems were carrying capacity has been overtaken. Changes in tourist destinations are inevitable but the concept of carrying capacity has the chance to indicate the amount and the way of change and to assess to which point those changes are acceptable (Mathiesen and Wall; 1999). The socio-cultural impacts are the other aspect of a great importance when looking at the changes in tourism as it strongly changes the way of life of the local communities. Mass tourism is causing displacement of indigenous population by tourists. For example in Hawaii there are about 1 million of indigenous inhabitants, which is a quarter of the whole population (Dziedzic; 1998). In human relationships, the disappearing traditional hospitality is a very important aspect. Especially in the big tourist resorts, these relations were long ago converted into a commodity for sale. Kuhn (2007; cited in Hanna; 2010 HHhhKKKK) argues that sustainable tourism attempts to preserve traditional cultures in a way that the western tourist deems as authentic. If sustainable tourism will lead into that direction it will not be very successful. Tourist resorts also offer its guests a more refined, but a fake version of its folklore and traditions, adapted to the stereotypical images of the visited country. According to Mathieson and Wall (1992; 4) the commercialization of culture, through the marketing and sale of artefacts, may revive traditional art forms or modify them so that they are scarcely recognizable. Which in a long term might create a phony folk culture but at the same moment it can lessen existing unemployment problems and create more jobs. The Tourism authorities are pleased of the fact that tourism is developing in the country but some of the local communities have different opinions on that. According to Ignacio Cembrero in View from Fez (2006), the countrys Islamist party frequently rails against hotel casinos, restaurants that serve alcohol and the growing gay club scene (Ranger; 2006). The tourist must accept the cultural differences of other countries. The most of Moroccans are very religious and tourist has to respect it. Even more tolerate Moroccans can become tired of tourists when seeing nudity on the beaches or tourists wearing t-shirts or short trousers in the churches. It insults their believes and rules. A lack of consideration by tourists for local norms, culture, people or the environment of tourist receiving destinations is leading to unsustainable tourism practices (Poon; 1993 in Wahab and Pigram; 2004;51). This point was also commented by Obrador et al (2009;3) who suggest that local cultures are see n as eroded by a homogenous inauthentic, consumer culture. Moreover, overcrowding and growth of the bad reputation of the destination by breaking ethical rules can be destructive for the destination. There are many places in the world which have been spoiled by mass tourism and after the development of low cost airlines many cities has lost their shine. As most of the products also destinations have a lifecycle. It was clearly presented by Butler (1980) in his model of lifecycle of a tourist destination. He evaluated six stages a destination goes through when tourism development takes place: exploration, involvement, development, consolidation, stagnation, concluding with either rejuvenation or decline. At this stage the destination is visited by small number of tourists who are keen to explore cultural and natural beauty of the place but the number of visitors is limited due to accessibility difficulties and lack of facilities. Here the attraction of the place yet remains unmodified by tourism. In the next stage of involvement advertising and local initiatives are seen as the element of promotion of the destination which results in increase of the tourist number with the pressure on the public sector to develop infrastructure. Next step in the cycle is development in which further initiatives for development of facilities are made by national and multinational companies. In this stage the control of the public sector is necessary as the popularity of the destination and increasing number of visitors may not only be the reason of success but also cause failure and the destination may suffer a change in quality through problems of over-use and deterioration of facilities (Butler; 198 0;92). The consolidation is the next level of tourism life cycle when tourism becomes a great part of the local community. Next step of stagnation occurs when after reaching peak numbers of visitors the destination is no longer popular and only conservative visitors are still coming back. In this stage the environmental, economical as well as socio-cultural problems can be seen as the reason. The last stage is decline where effort is need to maintain the tourist arrivals by introducing new types of facilities like for example casinos. Prague is only one of the examples of the life cycle destination. The city has become one of the most visited cities in Europe after Czech Republic became a member of EU and after the growth of mobility (Global Travel Industry News; 2010). This beautiful, full of historical monuments city was rejuvenated in the last two decades. The commercialization of the city took place and the old town became surrounded by souvenir vendors, Irish pubs and beer gardens losing its authenticity. Also the prices have gone up and all locals who couldnÂÂ ´t afford been forced to move out of town. Its one of the examples when the way of making quick cash has prevailed over the unspoiled charm of the historic Prague. Mass tourism has led to the development of sustainable tourism in order to reduce negative impacts of tourism growth. Later in time the concept of Post Fordism was seen as the customers seem to acquire more power in determining market tendencies. According to Contti and Perelli (2004;9), this change also tend to meet the new demand for environmental friendly tourism products, being new tourists generally perceived as more educated, interested in local communities culture and in a real interaction with the surrounding environment. Since 1980 the sustainable tourism has began to be an important issue in the tourism industry (Swarbrooke; 1999). By creating a new infrastructure, hotels and businesses the employment is increasing. By travelling people have a chance to experience new cultures and traditions, although not every tourist is keen to do that and some visitors are not interested in it and ignore host communities. Sustainable tourism development is directed especially to create a better understanding of tourism, of how to achieve balance between economic, cultural and environmental aspects of tourism development. It is necessary to encourage people to take responsibility for the environment. Moreover, fair distribution of tourism benefits is necessary and the bigger involvement of local community in the tourism development decisions of their region has to be improved. The sustainable tourism directs to reduce negative impact on environment by introduction of quieter, more fuel efficient aircraft to start from to maximizing economic benefits for the host community rather than the visitors countries. Mass tourism is strongly connected to the high seasonal tourism caused by the great demand of 3s tourism tourists all over the world (Bramwell; 2004). That is why diversification of tourism like development of rural tourism has been developed to minimize saturation of the beaches in the high seasons and to avoid mass tourism. The development of sustainable touris m in very important for the countries where tourism industry is a main element of the local economy because the traditional beach holidays will decline caused by the saturation if the mass tourism will be increasing with that speed (Swarbrooke; 1999). According to Perry (2001), the climate change caused by humans will result in future modification of the climate conditions for example in the Mediterranean area, whereas the northern and western Europe climate will be improved. In 1992 on the conference in Rio de Janeiro in Brazil the first strategy document on sustainable tourism has been announced Agenda 21 as the basic economic model of tourism in XXI century (Hanna; 2010). Although, the Agenda 21 has meet various criticism mostly due to its non-binding treaties allowing most of the recommendations surrounding climate change and various other cultural issues to be ignored by the international community (Hanna; 2010). Nowadays, alternative forms of tourism have been emphasized but taking in account that even small group tours can be damaging the sustainable tourism is hard to accomplish. Latest debate of Tourism Concern came to a conclusion that all-inclusive holidays, arguably the epitome of mass-packaged tourism consumption should be banned (Farrington; 1999 cited in Sharpley and Telfer; 2002; 304). For example Gambias tourism authorities have banned all-inclusive holidays in 1999 (Sharpley and Telfer; 2002). It is an effective contribution to the development of destination. This could be a possible solution of applying sustainable tourism into a real life but it is doubtful if it would work for every country. Another alternative solution suggested by France (1997;89) is the development of holiday complexes which provide artificial ÂÂ ´sun-warm water` environments (e.g. Center Parc villages), located at points of maximum market access which could be an exit for achieving sustainable tourism just if the great number of people would choose it instead of normal holidays. In conclusion, the growth of tourism seems to be inevitably unsustainable. Tourism is giving employment and economic benefits but for example in the Third World countries the division of money is unequal. The powerful developed countries are always going to be stronger than less developed countries if management will not be carefully planned. So even if tourism is bringing money, it is not always bringing it to the right place. Nowadays people blinded by money forgetting about more important things like passing their tradition to the next generation by conserving it. Mass tourism is termed as a neo-colonialism which can be compared to army forces where instead of their invasion we have an invasion of the tourist influx (Dziedzic; 1998). There is no solution to stop people from travelling. The great understanding of negative impacts would lead to better sustainable tourism development but this need a high number of people involved in it which is hard to accomplish as nowadays people donÂÂ ´t think much about the future risk related to the planet because not to go away is like not possessing a car or a nice house. It is a marker of status in modern societies (Urry; 1990;4). There is a lack of sustainable understanding and adequate tourism control to develop sustainable tourism. Sustainable tourism will not eliminate negative impacts of tourism but it could be a way to minimize its impact. Because if the growth in mass tourism will continue as fast as it does now the global warming will be arising and some destinations will suffer unbearably hi gh temperatures with an increase in the risk of fire. All those changes will lead tourists to changes in their holiday destinations, which not necessarily means stop of mass tourism. Tourist will continue with transport use even if they will reduce their travels, it will be still environmental damaging. All the facts are coming into conclusion that the best way for sustainable tourism would be staying at home.

Titus :: essays research papers

Desdemona, on the other hand, is only heard talking naturally with other people. Yet, she too is developed through both the content and form of her speech. For example, Desdemona's conversations with Emilia, particularly at the end of the play (IV, iii), reveal aspects of her character as well as Emilia's character. Have students look at these and discuss what they reveal about each of the characters. ] When it was enacted upon the stage, Shakespeare's Titus Andronicus was most probably received by its 16th century audiences in much the same way as Dallas and Melrose Place are received by contemporary 20th century audiences. Therefore it is important to remember that art does not necessarily have to be haute couture in order to be an accurate representation of popular ideologies. In fact, more often than not, it is the entertainment of the bourgeois that is a better mimic of these ideologies. If we realize that Shakespeare's primary objective was not to make social commentary or criticize his own culture but rather to entertain, we can observe how his works, and indeed almost all works of art, as Frederic Jameson has stated, "as though for the first time, bring into being that very situation to which [they are] also, at one and the same time, a reaction." (Montrose essay, p.57) With this is mind I would like to reveal how Shakespeare's treatment of the female character Lavinia in Titus Andronicus is a window through which can be seen not only the objectification of woman in 16th and 17th century culture and some of the problems which arise when the woman is viewed as an assignable property, but also the subtle shift from the outward control of woman to the interiorizing of control of woman through her own self-image. Perhaps most easily recognizable is the objectification and assignability of 16th and 17th century woman. By objectification and assignability I mean the near-universal notion, and in many cases legal fact, that women, especially of the upper class, were accepted by their fathers, their husbands, and the state, to be bought, sold, and treated as property. At the very beginning of the play Lavinia is referred to as "Rome's rich ornament" by her suitor Bassianus (I.i.). When she actually enters the scene she has eight lines of praise for her father's valor and honor and then, after a cursory acknowledgment by him, she is silent. Meanwhile her father chooses the new king, the new king chooses her as his bride, her father agrees (although he seems more proud to Titus :: essays research papers Desdemona, on the other hand, is only heard talking naturally with other people. Yet, she too is developed through both the content and form of her speech. For example, Desdemona's conversations with Emilia, particularly at the end of the play (IV, iii), reveal aspects of her character as well as Emilia's character. Have students look at these and discuss what they reveal about each of the characters. ] When it was enacted upon the stage, Shakespeare's Titus Andronicus was most probably received by its 16th century audiences in much the same way as Dallas and Melrose Place are received by contemporary 20th century audiences. Therefore it is important to remember that art does not necessarily have to be haute couture in order to be an accurate representation of popular ideologies. In fact, more often than not, it is the entertainment of the bourgeois that is a better mimic of these ideologies. If we realize that Shakespeare's primary objective was not to make social commentary or criticize his own culture but rather to entertain, we can observe how his works, and indeed almost all works of art, as Frederic Jameson has stated, "as though for the first time, bring into being that very situation to which [they are] also, at one and the same time, a reaction." (Montrose essay, p.57) With this is mind I would like to reveal how Shakespeare's treatment of the female character Lavinia in Titus Andronicus is a window through which can be seen not only the objectification of woman in 16th and 17th century culture and some of the problems which arise when the woman is viewed as an assignable property, but also the subtle shift from the outward control of woman to the interiorizing of control of woman through her own self-image. Perhaps most easily recognizable is the objectification and assignability of 16th and 17th century woman. By objectification and assignability I mean the near-universal notion, and in many cases legal fact, that women, especially of the upper class, were accepted by their fathers, their husbands, and the state, to be bought, sold, and treated as property. At the very beginning of the play Lavinia is referred to as "Rome's rich ornament" by her suitor Bassianus (I.i.). When she actually enters the scene she has eight lines of praise for her father's valor and honor and then, after a cursory acknowledgment by him, she is silent. Meanwhile her father chooses the new king, the new king chooses her as his bride, her father agrees (although he seems more proud to

Emilia, A Heroine of Shakespeares Othello Essay -- Othello essays

Emilia, A Heroine of Shakespeare's Othello   Ã‚   Shakespeare, in his tragedy Othello, presents a minor character who does great things in the final act. Her character is deserving of analysis. Kenneth Muir, in the Introduction to William Shakespeare: Othello,   explains the motivation of Emilia through most of the play: Emilia’s character, too, is determined by the plot. In the source, the villain’s wife is privy to the nefarious designs. Shakespeare wisely makes her, like the other characters, ignorant of Iago’s character. She knows that she has lost his love, and her unhappy marriage drives her to cynicism about sex; but she tries to win back her husband’s affections by carrying out his wishes, even when this involves betrayal of the mistress she loves. (41) A.C. Bradley, in his book of literary criticism, Shakespearean Tragedy, defines the character of the ancient’s wife: Few of Shakespeare’s minor characters are more distinct than Emilia, and towards few do our feelings change so much within the course of the play. Till close to the end she frequently sets one’s tooth on edge; and at the end one is ready to worship her. She nowhere shows any sign of having a bad heart; but she is common, sometimes vulgar, in minor matters far from scrupulous, blunt in perception and feeling, and quite destitute of imagination. She let Iago take the handkerchief though she knew how much its loss would distress Desdemona; and she said nothing about it though she saw that Othello was jealous. (222) Emilia is not mentioned in the play until the initial furor of the first two scenes subsides. Brabantio’s rage, among other reasons, necessitate that Desdemona live with Iago and Emilia during the Moor’s campaign in Cyprus against... ...g murder: â€Å"And your reports have set the murder on.† Emilia is aware that she is violating social convention here: â€Å"’Tis proper I obey him, but not now.† This violation costs her dearly. Emilia’s stunning interrogation and conviction of her own husband as the evil mastermind behind the murder results in Iago’s killing her. She becomes a martyr for the cause of truth and justice. Quite suddenly she is transformed into a heroine of the play! WORKS CITED Bayley, John. Shakespeare and Tragedy. Boston: Routledge & Kegan Paul Ltd., 1981. Bradley, A. C.. Shakespearean Tragedy. New York: Penguin, 1991. Muir, Kenneth. Introduction. William Shakespeare: Othello. New York: Penguin Books, 1968. Shakespeare, William. Othello. In The Electric Shakespeare. Princeton University. 1996. http://www.eiu.edu/~multilit/studyabroad/othello/othello_all.html No line nos.

The Tragedy Of Hamlet, Prince Of Denmark :: essays research papers

The Tragedy of Hamlet, Prince of Denmark I. a) Time: Sixteenth Century b) Place: Denmark c) Preliminary situation: King Hamlet, King of Denmark is killed. Hamlet the Prince's uncle,   Ã‚  Ã‚  Ã‚  Ã‚  Claudius, receives the throne and marries Queen Gertrude. II. a) Initial Incident: A ghost appears to Marcellus and another guard who decide to inform Hamlet of   Ã‚  Ã‚  Ã‚  Ã‚  it's presence. b) Rising Action:   Ã‚  Ã‚  Ã‚  Ã‚  1.2 Claudius, the new King, is holding court and thanks his subjects for their support. He then sends an ambassador to Norway to protect from an invasion from Fortinbras, Hamlets second cousin. He gives Laertes permission to return to France but will not allow Hamlet to go to Wittenburg. Hamlet feels alone and is upset that his mother married so shortly after her husband's death. The guards arrive and tell Hamlet about the ghost and Hamlet agrees to join them that night in search of the ghost, his father.   Ã‚  Ã‚  Ã‚  Ã‚  1.3 At Polonius's room, Laertes says good-bye to his sister Ophelia and tells her not to trust Hamlet. Polonius arrives and says good-bye Laertes and offers him advice. He then talks to Ophelia about not seeing Hamlet and then orders her stay away from him.   Ã‚  Ã‚  Ã‚  Ã‚  1.4 Claudius is drinking the night and Hamlet, Horatio, and Marcellus see the ghost again. The ghost signals to Hamlet to come, but the others try and hold him back. Hamlet struggles free and moves towards the apparition.   Ã‚  Ã‚  Ã‚  Ã‚  1.5 The ghost tells Hamlet that he is the spirit of his father and that he was not poisoned, but murdered. He demands that Hamlet avenge his death by murdering the killer, King Claudius. Hamlet promises to get revenge and orders the other to swear they haven't seen anything with the help of the ghost.   Ã‚  Ã‚  Ã‚  Ã‚  2.1 Polonius sends his servant, Reynaldo, to Paris to spy and ask about Laertes. Ophelia then enters the room and tells her father that Hamlet was visiting and was completely mad. Polonius believes that Hamlet has gone crazy due to the rejection from Ophelia and rushes off to inform the king.   Ã‚  Ã‚  Ã‚  Ã‚  2.2 King and Queen send Rosencrantz and Guildenstern, old school buddies, to spy on Hamlet and determine why he has gone crazy. Polonius tells everyone that Hamlet is crazy because of unreturned love. Claudius isn't quite convinced that Hamlet really is crazy but agrees to help Polonius spy on him. Hamlet, when confronted by Rosencrantz and Guildenstern, pretends to be mad so no one will find out about the ghost and what Hamlet knows. Then, a group of touring actors enters the scene and Hamlet makes one of them recite a speech he likes. When finished, Hamlet realizes that the actor read the speech with more

Tiger Energy Drink Marketin Plan

MARKETING PLAN TIGER ENERGY DRINK STAY FOCUSED 1. 0. Executive Summary Tiger Energy Drink offers their consumers â€Å"a unique product endowed with different usage alternatives† providing a beverage focused on positive effects of an energy drink and guarana with an amazing sweet taste. Tiger Energy Drink is an alternative to tea and coffee and can be consumed cold or hot depending on the preference. It has a very sweet taste -not too much intense- and can be consumed as a regular beverage. Tiger is positioned itself as an alternative to coffee since it offers a great variety of caffeine (guarana) and other energy drink since it offers different flavors. Guarana, the main ingredient of the Tiger energy drink, has a cognitive effect. A 2007 human pilot study  assessed acute behavioral effects to four doses (37. 5  mg, 75  mg, 150  mg and 300  mg) of guarana extract. Memory, alertness and mood were increased by the two lower doses, confirming previous results of cognitive improvement following 75  mg guarana. Some research also shows that Guarana has antioxidant and antibacterial effects, and also fat cell reduction. The target audience is working class and is primarily males and females between 25 – 40 ages. The majority consumer group of Tiger Energy Drink includes white-collar workers who spend long hours in office, working parents and young adults. 2. 0. Situation Analysis Tiger, founded 6 months ago by 2 entrepreneurs, is about to enter the competitive energy drinks market in Turkey. Although Energy Drinks market is considerably small, its annual growth rate is around 30% and the market is the most profitable segment of the non-alcoholic beverages market. The existence of big players and many cheaper outlier products will make it difficult for Tiger to establish a strong brand and market share in the short term. In order to do that, Tiger will differenciate in product flavors, hot or cold use opportunities and varied serving sizes. Of course, careful targeting of specific segments and supporting marketing activities will be the key to success. 2. 1. Market Summary Energy Drink market in Turkey consists of 0,35% of the whole non-alcoholic beverage market in terms of the market volume. The total volume of non-alcoholic beverages in Turkey is 7,2 billion liters, whereas Energy Drink’s volume is 25,5 million liters. On the other hand, when the market value is taken into consideration, Energy Drink market gets 3,5% of the whole non-alcoholic beverages market. The value of the whole non-alcoholic drinks market is 8,5 billion TL, and Energy Drinks’ share is 298 million TL. While the average value per liter in non-alcoholic beverages market is 1,18 TL, The same ratio becomes 11,66 TL in case of Energy Drinks. Therefore, it can clearly be seen that this segment is quite lucrative and profitable. The sub-markets, from the biggest to smallest, are water, tea, carbonated drinks, non-carbonated drinks (e. g. ice tea) and coffee markets. Although, its size is small, Energy Drink market has a steady 30% annual growth rate. Energy Drink consumers are usually in the 25-40 age range, upper income level white collar people. However, cheaper products were able to penetrate low and mid income level segments too. These include truck drivers and blue collar workers. Energy Drinks are consumed in many different occasions. The need of concentration and productivity defines their daytime use whereas the need of fun and high energy defines their nighttime use. The table below shows how Tiger addresses the basic needs of its targeted segments. Targeted Segment| Customer Need| Corresponding Feature/Benefit/Product| All Segments| Wake-up in the morning| Tea flavored, hot or cold consumption optioned Tiger (B vitamins and thein)| Students & Professionals| Concentration and Productivity in daytime and work activities| Orange, Melon or Tropical Mix Tiger drinks (Guarana)| | Fun and High Energy in nighttime activities| Orange, Melon or Tropical Mix Tiger drinks (Guarana, Ginseng, Taurin)| 2. 2. SWOT Analysis Tiger has several strengths which do not exist in Turkish market. However, lack of brand awareness and image is the most important weakness. The fact that the competition is well established could be identified as the strongest threat. Finally, the fast growing and profitable structure of the energy drink market would be the biggest opportunity. 2. 2. 1. Strengths Tiger has a number of important strengths 1. Innovative Product: The product has 3 different and well liked flavors which can be consumed without mixing with any other beverage. Alternatively, those flavors of Melon, Orange and Tropical Mix are suited to mix with many different alcoholic beverages. Finally the tea flavored, hot or cold consumption optioned, 4th variation is the revolutionary energy drink product. With its unmatched and tailor-made for Turkish taste tea flavor; this energy drink can be consumed even in breakfast. Its ability to be consumed as a hot drink is also revolutionary. 2. Pricing: Tiger offers excellent quality with better pricing than its 2 major competitors, Red Bull and Burn 3. Product Ingredients: Tiger’s excellent combination of Guarana and Ginseng causes great focus, improved memory and higher productivity. Furthermore, the Thein in tea-flavored variation invokes additional alertness, especially required in the morning. 4. Serving Sizes: Unlike its competitors, Tiger will have 350 ml cans for Orange, Melon & Tropical Mix flavors and 75 ml cans for tea flavored variation as well as the conventional 250 ml cans. 2. 2. 2. Weaknesses 1. Lack of Brand Awareness: Tiger does not have an established brand awareness and image. On the other side, Red Bull, Burn and other competitors have strong brand images. This issue will be dealt with aggressive promotion activities. 2. 2. 3. Opportunities 1. Growing and Profitable Market: The Energy Drink market grows around 30% annually. Furthermore, that sub category of the non-alcoholic beverages market has the highest profitability. 2. Demographics: Turkey’s population is younger compared with European and U. S markets. Therefore, target market size is lucratively big. 2. 2. 4. Threats 1. Competition: The competition in Turkey is well established. Red Bull and Burn share the upper segment of the market with almost 65% of the market value in total. With the addition of smaller and cheaper products, there are around 40 different brands in Turkey. In sum, Turkish Energy Drink market is highly competitive. 2. Energy Drinks’ image: Energy drinks are still seen as unhealthy and unnatural. In 2001, Red Bull was banned in Turkish market due to excessive caffeine content. Red Bull’s caffeine content is 400 mg per liter, whereas Turkish regulations did not permit higher than 150 mg at that time. However in 2004, Turkish Food Codex has been updated according to European Union standards and Red Bull’s ban had been revoked. Additionally, some fatalities occurred after excessive alcohol consumption and it was said that energy drinks were also involved and they would cause death when mixed with alcohol. These incidents along with the banning history of Red Bull strengthened the â€Å"unnatural and unhealthy† image of the Energy Drinks. 2. 3. Competition 2. 4. Product Offering 2. 5. Distribution 3. 0. Marketing Strategy 1. The main marketing strategy is to emphasize Tiger’s distinctive taste, different usage opportunities and size can. The taste is not too intense but very enjoyable with three different flavor. The product has 3 different and well liked flavors which can be consumed without mixing with any other beverage. Alternatively, those flavors of Melon, Orange and Tropical Mix are suited to mix with many different alcoholic beverages. The tea flavored, hot or cold consumption optioned will be an innovative energy drink. The size also provides a longer lasting boost of energy and cognition and production capability which led to the brand â€Å"Stay focused† slogan. 3. 1. Marketing Objectives Since we are completely a new brand we have set realist but achievable objectives for the for the first and second years of market entry First year objectives: In 2012, the total volume of energy drink will be theoretically 33 million liter if we take the consideration of the growth rate and last year wasted volume. We are planning to get a 5 percent share of the Turkish energy drink market through unit sales volume of approximately 5. 000. 000. We have to achieve a steady increase in market penetration. The primary goal is to build and increase both awareness and brand loyalty for Voltro among upper-income professional age 25 – 40. Second year objectives: In second year the main objective is to increase market share from 5 to 8 percent. We are planning to achieve break-even and start to get profit on our third year in business. 3. 2. Financial Objectives Energy drinks are most profitable beverage among all non-alcoholic beverages. The energy drink market is very small compared to other beverages market but it is growing 30 percent per year. Our financial objective is to maintain and increase this grow rate for our business. For the first year specially we would like to maintain a significant advertising budget to execute and utilize different media vehicles: magazine, internet, prime-time television, ambient and billboards. These media vehicles will allow Tiger to reach the desired reach and frequencies while keeping within the budget. . 3. Target Markets Tiger’s strategy is based on a positioning of different and exotic flavors, hot or cold use opportunities and varied serving sizes. Our main consumer target of Tiger is upper income level white collar people, working parents and young adults between 25 and 40 age who want healthy, natural, tasty and a high quality an energy drink with an affordable price. Tiger energy drink h as ability to strengthen memory, increase focus and overcome exhaustion and insufficient energy. Our secondary consumer target is low and mid income level which include truck drivers and blue collar workers who seek to stay alert during driving, working, etc†¦ These type of consumers are only looking to pay less for an energy drink since they consume for a purpose: â€Å"stay focused and alert†. 3. 5. Positioning Kaplan’s strategy is to be an innovative energy drink by product differentiation based on size, taste and hot or cold usage. Using product differentiation, we are positioning Tiger Energy Drink as the most revolutionary, tasty and healthy energy drink. Tiger is the brand of energy drinks that gives you the need of concentration and productivity in day time and need of fun and high energy in night to allow you to do everything you want in a full day of work and play. The fruity and tropical fresh taste leaves you asking for more and the bigger size contain more healthy ingredients than their competitors. Our marketing will focus on the value-priced equilibrium, reflecting the positive side of a big size and product taste and usage alternatives. 3. 6. Strategies Product . 7. Marketing Program 3. 8. Marketing Research 4. 0 Financials 4. 1. Break-Even Analysis 4. 2. Sales Forecast 4. 3. Expense Forecast 5. 0. Controls 5. 1. Implementation 5. 2. Marketing Organization 5. 3. Contingency Planning ——————————————– [ 1 ]. Market values are taken from Nielsen and Canadean’s data. While Nielsen measures retail market data, Canadean m easures â€Å"outside home† consumer data. Non-alcoholic beverages market data excludes pure milk and home use demijohn water products.