Amy: A Case Study Essay

Amy is the mother of three children: a daughter who is seven and twins – a boy and a girl – who are five. Her husband is an attorney and works long hours. Amy is a college graduate and worked in a professional role until the twins were born. Amy is an only child, social, attractive and very well organized. However, inside, Amy feels insecure, even worthless. Her mother was an alcoholic and her father died when she was ten. After her father died, Amy began to take care of her mother when her mother was to drunk to cook meals, or clean the house. Somehow, Amy always felt it was her fault her father died and her mother started drinking. She had always thought that when she got married and had her own family everything would be perfect. She never expected her husband would work seven days a week, 12-hour days. He rarely had time for the children or for her. Amy started drinking to numb her feelings of disappointment, but soon her drinking got in the way of taking care of th e children and her home. Case study: Amy Amy is a single child, very intellectual and organized. She is married to an attorney who works twelve-hour days five days a week. Amy is a mother of three children a seven-year-old daughter and twins that are five years old. Amy is a collage graduate and had worked as a professional before her twins were born. After Amy’s marriage she comes to realize that her husband works so much that he has little time for her or their children. Amy believed that her family would not resemble that she had grown up in. Amy lost her father at the age of ten and found herself taken care of her mother. Amy’s mother is an alcoholic; Amy would take care of her mother when she was to intoxicated to care for herself or the household. Amy feels that she is worthless and insecure, she feels that her mothers drinking and her father’s death is her fault. Amy has found herself in a situation resembling her mothers. Amy has begun drinking to numb the feelings of disappointment. Amy’ s drinking has come to the point of interfering with taking care of her children and her household. It seems that Amy is in need of help with her issues and her recent increase with drinking. The need to have a assessment and comprehensive treatment plan with a continuity of care approach should be the main focus of treatment for Amy. To assist Amy I would have to assure that the diagnosis is specific and pertains to her individual need. As the book states; â€Å"First, diagnosing a condition not only implies that you understand the criteria for making the particular diagnosis but that you also can’t differentiate that condition from others† (Fisher & Harrison, Ch. 6 pg. 114) Because Amy’s drinking has influenced her family life and her ability to take care probably of her children; it is safe to say that Amy’s diagnosis would be alcohol Abuse. One of the 1st steps in diagnosing Amy properly would be to do a psychosocial interview. After I have completing a thorough psychosocial interview and eliminating other factors in Amy’s life to eliminate dual diagnosis such as. Amy’s situation meets criteria for the DSM-IV of influences, be cause of substance abuse on her social, occupational, or recreational activities shown by her lack in care with their children. Because of Amy’s more recent bout with alcoholism to say that she has no physiological dependency as of yet. Diagnosis of substance abuse follows DSM-IV criteria of failure to fulfill major roles and obligations to work, home, or school. Motivational interviewing developed by William Miller and Stephen Rollnick is a process that assesses the client’s readiness for change. The client may not be ready to hear that they are substance dependent and not quite ready to change (Fisher & Harrison, 2009). Determining what stage that Amy is in would be preferable means of continuing, the stages are; pre-contemplation, contemplation, preparation, action, and maintenance. Because Amy has sought out help its safe to say that Amy is in the preparation stage. This is an and him and important state that occurs when the individual has become ready and determined to change and take action to do so with steps given by a counselor or therapist. Dr. Amy has entered the stage and be saved to say the next leader action and maintenance stage it was the continuing care plan will be set up in the process of treatment would begin. Amy will enter the next stage, maintenance stage. In this stage, the person tries to maintain the change that resulted from his or her actions without relapsing (Fisher & Harrison, 2009). Treatment Plan: Minnesota Model program; : A continuum of care including assessment and diagnosis, detoxification, inpatient, therapeutic communities, halfway houses, outpatient, and aftercare has been developed using the Minnesota model† (Fisher & Harrison, Ch. 8 pg.135) Amy has used alcohol recently to numb her feelings of disappointment duration of time unknown. However, the period of time is substantial enough to meet substance abuse criteria of DSM-IV. Amy will remain absent from all substances and enter a 30-day inpatient program geared towards complete abstinence and extended learning of mind body and spirit. Amy will remain absent from any substances for duration of 30 days or longer and enter a continuing care program based on 12-step program. Strategies and goals for Amy to complete; attending daily AA meetings after completing 30-day inpatient program. Amy will continue AA meetings on a daily basis as well as completion of program lectures. Amy will participate in individual and family counseling once a week for one year and establish a strong support group with peers in 12-step program. Amy will participate and Al-Anon, and marriage counseling once a week for duration of one year. Amy’s participation is based primarily on financial availability recommendation inpatient 30 days, continuing care, and follow-up. In conclusion I believe that Amy is willing to stop the down word spiral she has begun and is willing to go to any means necessary to do so, I believe Amy understands her consumption of alcohol has negatively influenced her home life. Amy isn’t is in need of therapy at this time primary focus on abstinence from alcohol followed up with therapy to deal with childhood issues such as her father dying and her becoming the mother role model. After completion of treatment program stated above I believe Amy will have a better grasp on that ability to deal with past history influences and triggers. I believe Amy has had a tough life and put a lot of pressure on her ability to succeed where her parents did not. Cite page Fisher, G. L. & Harrison, T. C. (2009). Substance abuse: Information for school counselors, social workers, therapists, and counselors (4th ed.). Boston, MA: Pearson Education, Inc. Rollnick, S. Ph.D. & Miller, W. Ph.D. (1995) Motivational interviewing. Retrieved on 12/15/12 from: http://motivationalinterview.net/clinical/whatismi.html

Favorite Sport Football

CONSUMER PREFERENCE AND SATISFACTION TOWARDS VARIOUS CELLPHONE SERVICE PROVIDES CHAPTER-I INTRODUCTION CONSUMER A consumer is an individual who purchase or has the capacity to purchase goods and services offered for sale by marketing institutions in order to satisfy  personal or household needs,wants or desires. According to a statement made by Mahatma Gandhi, ‘consumer refers to the following, â€Å"A consumer is  the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an outsider to our  Ã‚  business.He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so†. So  consumer  is  like  the  blood  of  our  business  and  also  a satisfedcustomer is a word of mouth advertisement of a product / services. The consumer is the one who pays to consume the goods and services produced. As such, consumers play a vital role in the economic system of a nation. In the absence of effective consumer demand, producers would lack one of the key motivations to produce to sell to consumers.Typically, when  business  people and economists talk of  consumers, they are talking about  the person as consumer, an aggregated  commodity item with little  individuality  other than that expressed in the decision to buy or not to buy. However, there is a trend in  marketing  to individualize the concept. Instead of generating broad  demographic profiles  and  psycho-graphic profiles  of  market segments, marketers have started to engage in personalized marketing,  permission marketing, and  mass customization.There is increasing backlash from the public over use of the label â€Å"consumer† rather than â€Å"customer†, with many finding it offensive and derogatory. Consumer choice  is a theory of  microeconomics  that relates preferences  for consumption goods  and services to con sumption expenditures and ultimately to   consumer demand curves. The link between personal preferences, consumption, and the demand curve  is one of the most closely studied relations in economics. Consumer choice theory is a way of analyzing how consumers may achieve  Ã‚  equilibrium between preferences and expenditures by maximizing  utility  as subject to consumer   budget constraints.Preferences are the desires by each individual for the consumption of goods and services that translate into choices based on income or wealth  for purchases of goods and services to be combined with the consumer's time to define consumption activities. Consumption is separated from production, logically, because two different consumers are involved. In the first case consumption is by the primary individual; in the second case, a producer might make something that he would not consume himself. Therefore, different motivations and abilities are involved.The  Ã‚  models that make up consumer theory are used to  represent  prospectively observable demand patterns for an individual buyer on the  hypothesis  of constrained optimization. Prominent variables used to explain the rate at which the good is purchased (demanded) are the price per unit of that good, prices of related goods, and wealth of the consumer. The fundamental theorem of demand states that the rate of consumption falls as the price of the good rises. This is called the  substitution effect.Clearly if one does not have enough money to pay the price then they cannot buy any of that item. As prices rise, consumers will substitute away from higher priced goods and services, choosing less costly alternatives. Subsequently, as the wealth of the individual rises, demand increases, shifting the demand curve higher at all rates of consumption. This is called the  income effect. As wealth rises, consumers will substitute away from less costly inferior goods and services, choosing higher priced al ternatives. CONSUMER SATISFACTIONEvery human being is a consumer of different produces. If there is no consumer,  there  is  no  business. Therefore,  consumer  satisfaction  is   very important to every business person. According to Philip Kotler consumer satisfaction is defined on, â€Å"personal feeling of pleasure resulting from comparing a product’s pursued performance in relation to his /her expectations†. Consumer attitude measurements are taken on either potential buries or  existing client’s buries in order  to identify their characteristics. Why should the competent market engineer conduct consumer research?Consumer’s surverys  can provide the researcher with a wealth of information, valuable of the marketing funchion. Detailed information regarding the customer in a market will provide the  basic platform for all marketing decisions. Marketing decision maker needs descriptive information about the total potential unit an d dollar sales in each segment. Perhaps the most important one is that a seller need to be  aware of the relevant objective and need  of consumer and  how their objectives  might best reserved by the products.Customer satisfaction, a term frequently used in  marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as â€Å"the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. †Ã‚  In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses.It is seen as a key performance indicator within business and is often part of a balanced scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. â€Å"Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers’ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective. † Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. â€Å"In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction.When customers have high expectations and the reality falls short, they will be disappointed and will likely r ate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel even though its facilities and service would be deemed superior in ‘absolute' terms. † The importance of customer satisfaction diminishes when a firm has increased  bargaining power. For example,   cell phone  plan providers, such as AT;T  and  Verizon, participate in an industry that is an  oligopoly , where only a few suppliers of a certain product or service exist.As such, many cell phone plan contracts have a lot of  fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. PURPOSE â€Å"Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.   Ã¢â‚¬Å"Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is two fold. † 1. â€Å"Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company’s goods and services. † 2. â€Å"Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will make further purchases in the future.Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes. † On a five-point scale, â€Å"individuals who rate their satisfaction l evel as ‘5' are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as â€Å"The percentage of surveyed customers who indicate that they would recommend a brand to friends. When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage. ) â€Å"Individuals who rate their satisfaction level as ‘1,' by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers. Willingness to recommend is a key metric relating to customer satisfaction. † MARKET The term market is derived from Latin Word ‘Mercatus’, which means ‘totrade’ that is purchasing and selling of goods.It also means merchandise truthic   place of business. According to Pyle, â€Å"Market includes bo th place and region in which  buyers and sellers or in free competition with one another†. A  market  is one of many varieties of  systems,  institutions,  procedures,  social relations  and  infrastructures whereby parties engage in exchange. While parties may exchange goods and services by  barter, most markets rely on sellers offering their goods or services (including labor) in exchange for  money  from buyers. It can be said that a market is the process by which the prices of goods and services are established.For a market to be competitive, there must be more than a single buyer or seller. It has been suggested that two people may trade, but it takes at least three persons to have a market, so that there is competition on at least one of its two sides. However,competitive  markets, as understood in formal economic theory, rely on much larger numbers of both buyers and sellers. A market with single seller and multiple buyers is amonopoly. A marke t with a single buyer and multiple sellers is a  monopsony. These are the extremes of imperfect competition.MARKETING Marketing includes all the impacts involved in the exchange process of   transferring  the  possession  and  ownership  of  goods  or  services  from   the  producer to the ultimate consumer’s. Marketing  is the process of  communicating  the value of a product or service to  customers. Marketing might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. As the term â€Å"Marketing† may replace â€Å"Advertising† it is the overall strategy and function of promoting a product or service to the customer.The American Marketing Association defines marketing as â€Å"the activity ,set of institutions,and processes for creating, communication, delivering,and exchanging offerings that have value for customers,clients,partners,and society at large. † From a so cietal point of view, marketing is the link between a society’s material requirements and its economic  patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. The process of communicating the value of a product or service through positioning to customers.Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that benefit the organization and its  shareholders. Marketing is the science of choosing  target markets  through market analysis and  market segmentation, as well as understanding consumer buying behavior and providing superior customer value. MARKETING FORMULA A)The foremost step is business aims at profit. B)For profit making he can sell the products. C)For selling the product he should create customers.D)For  creating the  customer’s,  custom er’s needs  of  preferences  to  beidentified and satisfied. E). To satisfy the customer’s new product to be produced. Marketing is trying to learn, * Who buy the products or services? * How do they buy? * When do they buy? * Where do they buy? * Why do they buy? * How often they buy? It  is  otherwise  called  understand  and  predict  human  actions  in  their  Ã‚   buying role. A marketer is act as consumers while them purchasing any goods/services, and try to market that product to an ultimate consumer. So, marketingis starts with consumer and ends with consumer. So, today’s market is called on consumer market.It can be defined on,â€Å"All the individuals and households who buy goods and services for personal consumption. SKILLS OF MARKETERS Marketers have 4 main skill sets that they bring to an enterprise: 1)Opportunity Identification: Marketing begins before there is a product to sell. Many people think marketing is just sel ling whatever comes out of the manufacturing  plant. It's the job of marketing to decide WHAT comes out of the manufacturing  plant in the first place. Before a business can make money there must be opportunities for money to be made and it's marketing's job to define what those opportunities are.Marketers analyze markets, market gaps, trends, products,competition, and distribution channels to come  up with opportunities to make money. 2)  Competitive strategy/positioning: Markets consist of groups of competitors  competing for a customer's business. The job of  marketing is to decide how to create a defensible sustainable competitive advantage against competitors. Marketers conceive strategies, tactics, and business models to make it hard if not impossible for competition to take away customers from their business. 3)  Demand generation/management It's the job of marketing to create and sustain demand for a company's products.Marketers manage demand for a company's pr oducts by influencing the probability and frequency of their customer's purchase behavior. 4)Sales: The ultimate goal of marketing is to make money for a business. In most company’s sales is a different discipline and department from marketing. But in order for  sales people to have any long term success in a company they must be led by marketing. The better job a company does of identifying opportunities, creating a differential sustainable competitive advantage, and generating demand for their products the easier it will be for sales people to make sales.MARKET SHARE OF PUBLIC AND PRIVATE INDUSTRY The fixed line and mobile segments serve the basic needs of local calls, long distance callsand the international calls, with the provision of broadband services in the fixed line segment and GPRS in the mobile arena. Traditional telephones have been replaced by the codeless and the wireless instruments. Mobile phone providers have also come up with GPRS-enabled multimedia messa ging, Internet surfing, and mobile-commerce. The much-awaited 3G mobile technology is soon going to enter the Indian telecom market. TheGSM,CDMA,WLLservice  providers  are  all  upgrading  them  to  provide  3G  mobile  services.Along  with improvement in telecom services, there is also an improvement in manufacturing. In the  beginning, there were only the Siemens handsets in India but now a whole series of newhandsets, such as Nokia's latest N-series, Sony Ericsson's W-series, Motorola's PDA phones,etc. have come up. Touch screen and advanced technological handsets are gaining popularity. Radio services have also been incorporated in the mobile handsets, along with other applications like high storage memory, multimedia applications, multimedia games, MP3 Players, video generators,Camera's, etc.The value added services provided by the mobile service operators contribute more than 10% of the total revenue. THE GLOBAL CELLULAR MOBILE INDUSTRY Global telecom s ector Earnings visibility Earnings  growth  is  being  driven  by  improving  pricing  conditions, stabilizing  operating trends, aggressive cost cutting initiatives, a positive regulatory environment, strong wireless growth, and  new market  opportunities. This has  translated into  greater visibility  of  forward earnings as evidenced by recent increased analyst upgrades within the sector. Merger synergiesGiven the substantial amount of excess capital available in the sector and in private equity we expect to see additional merger and acquisition activity, albeit at a slower pace than recently witnessed. Global  telecom  M;A deals  over  the  past  two years  have  reflected  market expansion but have also had a positive effect on the buyers’ balance sheets. Partnering companies have  begun  realizing their  synergies through cost reductions and  economies of  scale. In the US, the largest three companies now account for over 70% of the sector market cap; this compares to 34% in 1990.Trends in bundled services are also paving the way for  additional M;A  activity. Sector  consolidation will  further  increase  the importance  of stock  selection. METHODS TO CUSTOMER SATISFACTION Companies use the following methods to measure  customer satisfaction. 1 ) Complaints and suggestion system: Companies obtaining complaints through their  customer service centres, and further suggestions were given by customers to satisfy their  desires. 2) Customer satisfaction surveys: Responsive  companies  obtain  a  direct  measure  of  customer  satisfaction  by  periodic surveys.They send questionnaires to random sample of their customers to find out how they feel  about  various  aspects of  the company’s performance and also  solicit views  on their competitor’s performance. It is useful to measure the customer’s willingness to recommen d the company and brand to other persons. 3 )Lost Customer Analysis: Companies should contact customers who have stopped buying or who have switched to another supplier to learn why this happened. 4 )Consumer Behavior Vs  Consumption Behavior:Consumer behavior refers to the manner in which an individual reaches decision related to the selection, purchases and use of goods and services. Walters and Paul says that,consumer behavior is the process where by the individuals decides what, when, how and from whom to purchase goods ; services. Consumer  behavior  relates  to  an  individual  person  (Micro  behavior)  where  asconsumption behavior relates to and to the mass or aggregate of individuals. (Macro  behaviour) consumers   behavior   as  a  study  focuses  on  the  decision  process  of  the individual consumer or consuming unit such as the  family.In contrast the consumption behavior as a study is to do with the explanation of the  behavior of the aggregate of consumers or the consuming unit. Consumer is a pivot,around which the entire system of marketing revolves. The study of buyer behavior is one of the most important keys to successful mark. 1. 2. IMPORTANCE OF CONSUMER SATISFACTION The needs to satisfy customer for success in any commercial enterprise is very obvious. The income of all commercial enterprise is derived from the  payments received for the products and services supplied to its customers.If  there is no customer there is no income and there is no business. Then the coreactivity of any company is to attract and retain customers. It is therefore no surprise that Peter Drucker the renowned management Guru, has said â€Å"to satisfy the customers is the mission and purpose of every business†. Satisfaction of customer is essential for retention of customer’s and for  continuous sales of the products and services of the company to customers. This  establishes  the needa fo r and the importance of customer satisfaction. The  satisfaction  of  consumers  is  different  from  onto another.Became,  each consumer has the different behaviour in their life. So, the marketer satisfy the consumer, he must very well know the behaviour of consumer. 1. 4. CONSUMER BEHAVIOUR The  term  consumer  behaviour  may  be  defined  as  the  behaviour   that consumer displays in searching for purchasing, using, evaluating, producing,services and ideas which they expect will satisfy their needs. In other words, â€Å"It is a study of physiological, social, physical, behaviours of all potential customer  as they become aware of evaluation, purchase and consumption and ell other  about products and services† 1. 5. OBJECTIVES OF THE STUDY: * To study the evaluation of cell phones with particular reference to India. * To ascertain the attributer which influenced the customer’s in selecting a  particular cell phone services provider. * To study  the consumer’s satisfaction towards different cell  phone service  providers. * To assess the problems faced by the cell phone users in services. * To offer valuable suggestions to improve the services of cell phones in each companies. INRODUCTION TO TELECOM INDUSTRY The Indian Telecommunications network with 110. 1 million connections is the fifth largest in the world and the second largest among the emerging economies of Asia. Today, it is the fastest growing market in the world and represents unique opportunities for U. S. companies in the stagnant global scenario. The total subscriber base, which has grown by 40% in 2005,is expected to reach 250 million in 2007. According to Broadband Policy 2004, Government of India aims at 9 million broadband connections and 18 million internet connections by2007. The wireless subscriber base has jumped from 33. 69 million in 2004 to 62. 57 million in FY2004- 2005.In the last 3 years, two out of every three new telephone subscribers were wireless  subscribers. Consequently, wireless  now accounts for  54. 6% of  the total  telephone subscriber base, as compared to only 40% in 2003. Wireless subscriber growth is expected to  bypass 2. 5 million new subscribers per month by 2007. The wireless technologies currently in use are Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the country. . 6. NEED OF THE STUDY Exchange of information becomes the necessity of life to a common man. In the modern world an individual tends to communicate anything to everything right from the place where he/she stands. Even while riding vehicle he / she wants communicate within a  fraction of second at quick speed with clear  voice,without any disturbance. Like line crossing, out of order, etc. most of which lack in the connection given by the department of tele-communictions. Cell  phones emerges as a boon quench such a thirst, the by providing facilities,which a common man cannot imagine.Though cell phone industry has its originin the recent past and the growth has been excellent Day by day many new competitors enter the market with new attractive schemes,  provide additional facilities, add new  features to existing ones, reduce the charges her incoming and outgoing calls, introduce varieties of handsets,models  a  healthy  competition  that  benefits  the  subscribers. Hence  in  this context, it is important to study the functioning of cellular phone services and the utilization of their services by the telephonesation. 1. 8. STATEMENT OF PROBLEMIn our country the growth of service marketing especially mobile phone industry is still in its infancy stage, as compared to the industrially advanced countries. It is for the fact that the economy of our country has been i n the developing stage. There are various mobile phones services provider’s in our  country and they are playing an essential role in fulfilling the needs of the customers. Now-a-days, the customers are more dynamic. Their taste, needs and  preference can the changing as per current scenario. Hence the development of  cellular industry mainly depends on the customer satisfaction.However the following questions may arise regarding customer satisfaction. CHAPTER II REVIEW OF LITERATURE India is the world’s fastest growing industry in the world in terms of number of wireless connections after China, with 811. 59 million mobile phone subscribers. According to the world telecommunications industry, India will have 1. 200 billion mobile subscribers by 2013. Furthermore, projections by several leading global consultancies indicate that the total number of subscribers in India will exceed the total subscriber count in the China by 2013.In 1850 experimental electric teleg raph started for first time in India between  Calcutta (Kolkata) and Diamond Harbor (southern suburbs of Kolkata, on the banks of the Hooghly River). In 1851, it was opened for the use of the British East India Company. Subsequently construction of telegraph started through out India. A separate department was opened to the public in 1854. Dr. William O’Shaughnessy, who pioneered the telegraph and telephone in India, belonged to the Public Works Department, and worked towards the development of telecom.Calcutta or the-then Kolkata was chosen as it was the capital of British India. In early1881, Oriental Telephone Company Limited of England opened telephone exchanges at Calcutta (Kolkata), Bombay (Mumbai), Madras (Chennai) and Ahmedabad. On the 28th January 1882 the first formal telephone service was established with a total of 93 subscribers. From the year 1902 India drastically changes from cable telegraph to wireless telegraph, radio telegraph, radio telephone, trunk dial ing. Trunk dialing used in India for more than a decade, were system allowed subscribers to dial calls with operator assistance.Later moved to digital microwave, optical fiber, satellite earth station. During British period all major cities and towns in India were linked with telephones. In the year 1975 Department of Telecom (DoT) was responsible for telecom services in entire country after separation from Indian Post ; Telecommunication. Decade later Mahanagar Telephone Nigam Limited (MTNL) was chipped out of DoT to run the telecom services of Delhi and Mumbai. In 1990s the telecom sector was opened up by the Government for private investment.In1995 TRAI (Telecom Regulatory Authority of India) was setup. This reduced the interference of Government in deciding tariffs and policy making. The Government of India corporatized the operations wing of DoT in 2000 and renamed Department of Telecom as Bharat Sanchar Nigam Limited (BSNL). In last 10 years many private operator’s espe cially foreign investors successfully entered the high potential Indian telecom market. Globally acclaimed operators like Telenor, NTT Docomo, Vodafone, Sistema, SingTel, Maxis, Etisalat invested in India mobile operators. Wireless CommunicationPager Services Pager communication successful launched in India in the year 1995. Pagers were looked upon as devices that offered the much needed mobility in communication, especially for businesses. Motorola was a major player with nearly 80 per cent of the market share. The other companies included Mobilink, Pagelink, BPL, Usha Martin telecom and Easy call. Pagers were generally worn on the belt or carried in the pocket. The business peaked in 1998 with the subscriber base reaching nearly 2 million. However, the number dropped to less than 500,000 in 2002.The pager companies in India were soon struggling to maintain their business. While 2-way pagers could have buffered the fall, the pager companies were not in a position to upgrade their i nfrastructure to improve the ailing market. The Indian Paging Services Association was unable to support the industry. Pager companies in India also offered their services in regional languages also. However, the end had begun already. By 2002, Motorola stops making or servicing pagers. When mobile phones were commercially launched in India, the pager had many advantages to boast.Pagers were smaller, had a longer battery life and were considerably cheaper. However, the mobile phones got better with time and continuously upgraded themselves. Mobile Communication First mobile telephone service on non-commercial basis started in India on 48th Independence Day at country’s capital Delhi. The first cellular call was made in India on July 31st, 1995 over  Modi Telstra’s MobileNet GSM network of Kolkata. Later mobile telephone services are divided into multiple zones known as circles. Competition has caused prices to drop and calls across India are one of the cheapest in th e world.Most of operator follows GSM mobile system operate under 900MHz bandwidth few recent players started operating under 1800MHz bandwidth. CDMA operators operate under 800Mhz band, they are first to introduce EVDO based high speed wireless data services via USB dongle. In spite of this huge growth Indian telecom sector is hit by severe spectrum crunch, corruption by India Govt. officials and financial troubles. In 2008, India entered the 3G arena with the launch of 3G enabled Mobile and Data services by Government owned MTNL and BSNL. Later from November 2010 private operator’s started to launch their services.Broadband communication After US, Japan, India stands in third largest Internet users of which 40% of Internet used via mobile phones. India ranks one of the lowest provider of broadband speed as compared countries such as Japan, India and Norway. Minimum broadband speed of 256kbit/s but speed above 2Mbits is still in a nascent stage. Year 2007 had been declared as â€Å"Year of Broadband† in India. Telco’s based on ADSL/VDSL in India generally have speeds up to 24Mbit max while those based on newer Optical Fiber technology offer up to 100Mbits in some plans Fiber-optic communication (FTTx).Broadband growth has been plagued by many problems. Complicated tariff structure, metered billing, High charges for right of way, Lack of domestic content, non implementation of Local-loop unbundling have all resulted in hindrance to the growth of broadband. Many experts think future of broadband is on the hands of   wireless factor. BWA auction winners are expected to roll out LTE and WiMAX in India in 2012. Next Generation Network (NGN) Next Generation Networks, multiple access networks can connect customers to a core network based on IP technology. These access

High School

I was born on 1998/7/5, in shanghai, china. 9 month i learned how to walk. 3 years old my first day of kindergarten. i cried but i also met a lot of cool kids. i learned to read. 4 years old i started to dance and i love dancing. 7 years old i went to elementary school and i was very exciting. i played violin for one year and then i quit. 9 years old lost my first tooth, i'm scared. 10 years old i got a first C in my life. rode my bicycle. 12 years old I went to a good middle school, and most people are very good at study. i felt i'm so lonely and tired.But after 2 weeks, i made a lot of friends and i love my life in my high school. my feet hurt, my doctor told me that i can't dance anymore, play any spots or P. E. class. 13 years old i moved to america because i got a bad score in my middle school. my parents think that i can't get into a good high school in china. most my classmates cried, i cried. i really missed them went i first came to here. but after few days, i adjusted my ne w life and i like my new school taylor middle school. however, i still miss my family members in shanghai and my friends. i still contact them. also took a lot of classes after school to improve my english. 14 years old i became a eighth grader, i felt i'm so mature. i learned a lot from this year. i started to play guitar. 15 years old i went to mils high school. i got a good grade. 19 years old i went to UC berkeley. i met my boyfriend. had a good time in UC berkely. 24 years old graduated from UC berkeley, became a good psychologist. 26 years old i got married, have a good life. 27 years old got a lot of money and had my first child. 32 years old got my second child. 70 years old i got stomach cancer. 82 years old i died from gastric cancer, i donated my organs.

Social Constructivism Essay Example | Topics and Well Written Essays - 3000 words

Social Constructivism - Essay Example Social constructivism does not distinguish between truth and falsehood, judging both equally suspendable. It leaves no place for the distinction between true and false accounts of nature in its accounts of the development of science. By being uninterested in whether a science is true, by treating truth and falsity equally, that is, by treating unequal as if they were equal, constructivists suspend and fail to see the essential. Whereas it would be a major accomplishment for the sociology of science to explain true knowledge as well as false pretensions of knowledge, it is a major regression for such sociology to obscure the difference between the two. A central theme of social constructivism is that no social practice must be enshrined as a restricted way of getting at truth. No practice can put claim to universal, eternal, or context-free legitimacy. Social constructivists and other postmodernists seek to demystify or deconstruct science's epistemic authority. One route to demystifi cation is to argue that science is just a highly elaborate set of social conventions--a "discursive formation" (Foucault) or "form of life" (Wittgenstein)--which arose in a particular historical setting and captured the loyalty of our culture, but which has no intrinsic claim to epistemic superiority. Translated into our terminology, this position implies that science is veritistically no better than other practices, despite the special reputation it enjoys. The constructivist perspective embodies a number of theoretical tensions stemming. from its attempt to embrace a relativistic epistemology with respect to selected aspects of science while exhibiting a fairly inflexible commitment to epistemological realism in its own work. ( Woolgar 1983: 262) Constructivist sociologists adopt a variety of strategies in their attempt to defend themselves against the criticism that constructivism undermines itself. Some constructivists merely assert that constructivism does not undermine itself, in the hope that repetition will be as effective as argument or evidence. Other constructivists claim that their studies analyze how the original account was arrived at, but have no implications for the truth or falsity of that account. Constructivists thereby only criticize the view that scientists see the world "plainly," "straightforwardly," without skills ( Yearley 1991: 120, 143). Thus constructivist sociology of science has no implications concerning the validity of science, constructivist criminology has little bearing on the

Personal Development, Self-Management and Reflection Essay - 1

Personal Development, Self-Management and Reflection - Essay Example physical, attitudinal, and structural barriers) as well as the components of a more successful process of learning (e.g. time management, acquiring relevant information). Thus, realizations regarding one’s personal and professional aspects are highlighted. Introduction Personal and professional development is an important concept that significantly involves the growth and advancements of an individual. This suggests that every person has an untapped potential and should be able to get more out of life through learning and growing. Setting measurable goals, overcoming negativity and failures, learning from experiences, and becoming better individuals along the way greatly contribute to their growth and development. People have relied on their unique personal characteristics, particularly their strong points and competencies, to gain advancements in both their personal and professional lives. Thus, building development plans for both an individual’s personal and professio nal aspect can assist in identifying and reinforcing strengths, as well as improving on weaknesses. Task 1 Personal development pertains to a whole host of activities that help improve self-awareness and self-mastery (Aubrey, 2010). On the other hand, professional development refers to the process through which skills and knowledge are attained towards both personal development and advancement in one’s career (National Professional Development Center on Inclusion, 2008). After taking the Applied Personal and Professional Development Evaluation, I realized that knowledge and meeting deadlines are not the only things to be considered in pursuing successful higher education learning. Quality of work is also important, and one means to measure this is through other people’s feedback. In having the best quality work, we should consider other factors such as social and personal relationship with other people, self-confidence, right motivation, willingness to learn, practical and critical thinking and of course, patience and perseverance. Personally, I am good at getting along with other people. I respect their points of views and I try not to offend them by choosing the right words to say. I am very much willing to learn, both old and new things. I also practice practical and critical thinking in my everyday life. I think first before I act most of the time. My practice of patience and perseverance are relative, depending how I assess a given situation and what I judge as appropriate. What I really need to work on, however, is self-confidence and public speaking and having the right motivation for the right job. Gaining self-confidence and being able to speak publicly needs a lot of work. It is related to one’s personality and beliefs. My environment and how I am raised also contribute to my self-confidence. If people sense strong self-confidence and self-efficacy from me, then there is a huge probability that I will be successful and effective at the job-related tasks entrusted to me. Public speaking is a common source of stress for everyone. I have reflected on the principles taught by Orman (1996) and find them handy. First, I have to believe in myself, especially since speaking in public is essentially stressful for many. If others can do it, so can I. Next, I realized that I do not have to be exceptionally brilliant to deliver a presentation. Rather, I

Moleecules and the Mind Essay Example | Topics and Well Written Essays - 500 words

Moleecules and the Mind - Essay Example This can provide anti-oxidant protection against heart disease and cancer. But since studies have not shown clear consistent results, it is still debatable whether organically grown food has a higher nutrient value. Organic food tastes better. Organic farming emphasizes soil nutrition. This can positively improve the taste of food. The better taste can also be due to the fact that organic food is often sold closer to the place of production and hence is fresher. Organic farming emphasizes the use of renewable resources. It follows methods that conserve water and the nutrient value of the soil to ensure enhanced environmental quality to future generations. Organic agriculture is concerned with the health of the soil and the whole ecosystem in which crops are grown and livestock is raised. It recognizes the importance of sustaining healthy, vibrant and live soil for the conservation of the quality of the environment, which in turn benefits crops. Washing fresh produce may help reduce chemical residues but it will not eliminate them. Simple washing vegetables and fruits under water is not likely to remove all traces of pesticides and chemicals. This is because most pesticides have chemicals that make them stick to the surface of the vegetable or fruit. These are not soluble in water. It has been suggested that washing with soap or detergent followed by thorough rinsing can remove most of the pesticide residues. P

Environmental Issues in Dairy Processing Essay Example | Topics and Well Written Essays - 2250 words

Environmental Issues in Dairy Processing - Essay Example The second important aspect to be considered is the soil inside and around Fonterra Tirau. This is necessary because the materials and processes that are used in the milk processing can be harmful to the environment (soil) if care is not taken in their handling. If leakages or spillages occur, they can foster the micro - organism spread. Nitrogen, which is a major byproduct in the lactalbumin processing can easily leach into underground water and result in contamination of underground water sources. The other concern is that the nature of milk by-products is such that it can hamper oxygen supply in the soil, or disrupt infiltration. These in general would affect soil quality by polluting it, and this would end up even into waterways (Barnett, Robertson& Russell, n.d.).Thirdly, although not much considered is the inconvenience that might be caused by the heavy commercial vehicles, which are constantly moving into or out of Fonterra Tirau. Owing to the fact that they are large, they ha ve the potential to cause much noise and congestion of traffic in the area around Tirau. This is the same case with the heavy plant machinery used. In the light of this, it is the mandate of Fonterra Tirau to ensure that the machinery and trucks accessing the area do not have negative effects to the surrounding (Lundie, Schulz, Peters, & Nebel, 2009).Finally, air quality should be a factor very sensitive, and should be considered as well. Plant processes such as fermenting of lactic casein, bad milk.

Johnson & Johnson healthy future 2015 Research Paper

Johnson & Johnson healthy future 2015 - Research Paper Example It is necessary to recycle and use alternative energy to cut CO2 emission by a great percentage. Health of people throughout the world has been compromised with diseases like Tuberculosis and HIV killing over one million annually. Johnson and Johnson are an environmental conservation and a noon-profit organisation that conservesthe environment, and improve people’s health. The organisation has been in existence for over 125 years working environmental conservation. The Johnson and Johnson have come up with a Health future project that is going to be implemented over a five year period. Health future 2015 has a long commitment to address global health issues. Their primary goal is to create a healthy world by improving both human, and planet health. This campaign is aimed at aggressively reducing Co2 emission, water usage, and waste disposal by introducing six new sustainable products. This project identified stays sustained by the eco- friendly products that are developed and later sold to consumers. The organisation has recruited many volunteers and partners that are willing to help in conserving the environment and reduce its pollution. The project is tremendously beneficial to the globe and every person that loves the environment and health would be involved. The concept that Johnson and Johnson family target’s almost everybody because it helps, and at the same time educates. A person can get involve by simply using their environment al friendly products. This campaign will target the manufacturers, the ordinary person buying a product and those that require health assistant including those in the developing nations. Johnson and Johnson aim to achieve its goals up to 100%. Johnson and Johnson family collaboratesthroughdoctors plus nurses to aid them care for their patients, and give them the joy of health. This is paramount to me as a nurse. The organisation has health initiatives that help

Reading Music and Eroticism in Late Ming Texts Assignment

Reading Music and Eroticism in Late Ming Texts - Assignment Example The late Ming texts have played an important role in preserving the erotic-music notations of the Ming cultural society, owing to the fact the Ming music has long vanished and the only way through which it is preserved is through the textual notations. The factors that account for the vanishing of the Ming music is the secrecy with which the late Ming society would treat erotic emotions, impulses, and practices. In this respect, the erotic impulses, emotions, and impulses in the late Ming society were treated as private matters, only reserved for specific reasons and targeted for specific audiences, thus making their understanding highly complex. The carnal longings and desires of the Ming society were expressed through music, where music and sex were intertwined through dynamic and creative negotiations, allowing music to express and characterize the erotic desire of the time. The sexual desires were expressed through Ming music in a series of manipulated musical aspects such as pro cesses, objects, and sites, where the musical components such as instruments, sounds, and sonic components strategically aired the erotic agenda of the musical performers. The specific times and places where such manipulated music would be played then created the musical sites, while the projection of the sonic and the non-sonic sounds at the specific times and places constituted the music negotiations and processes, which would, in turn, work together towards the formation of erotic musical expressions. The discursive negotiations, processes and musical objects applications allowed the music performers to assert their erotic and sexual desires, thus serving not only as a means of expression but also as a catalyst for interactive bargaining the desires with the audience.

Rhetorical Analysis of a Controversy Essay Example | Topics and Well Written Essays - 2250 words

Rhetorical Analysis of a Controversy - Essay Example In the wake of violence involving guns, the ban on guns is a hot topic nowadays. A lot of people have been killed in college or schools shootings in the recent years. Moreover, other crimes are also happening in the US. Having a gun for self-defense is a constitutional right of citizens of many countries around the world. Same is the case with the US. Every US citizen is allowed in the Constitution to keep an allowed model of gun for self-defense. So this constitutional section is a big bar behind banning general people to have guns. So it might not be possible to ban the possession of guns altogether. However, it is possible to regulate this matter in an intelligent manner, so that no one will be able to misuse guns which are meant to defend rather than to terrorize or kill others. In the recent years, we have seen many incidents around the world where a kid took the gun of his or her parents and shot either a parent or someone else. Although there are many shooting events that have triggered the discussion about banning the guns, the occasions or situations that gave rise to the controversy are the shooting accidents in the recent years. This occasion took lives of many people. In some cases, the shooter himself committed suicide after killing a lot of people. There were plenty of shooting incidents in the year 2014. A large number of precious lives ended due to these shootings. It is not difficult to identify that who is the stakeholder. There is no denying the fact that a person who dies cannot be gained back again.

Sustainability in Neo-Classical Economics Coursework

Sustainability in Neo-Classical Economics - Coursework Example The notion of sustainability relates to the creation of economic and social conditions through activities of the present generation for their own existence and maintenance of these conditions in such way that the future generations are able to maintain their own existence (EPA 2013). The following section defines the basic concepts of sustainability and provides an explanation of these concepts, which would allow an in-depth understanding of the issue of compatibility of the neoclassical theory of economics that has been studied in detail in the latter part of the paper. ‘Sustainable development’ is a concept that has gained importance in the late 1990s. It encompasses a vast area of understanding of the path of development of modern economies. However, in common understanding, the ‘sustainable development’ or simply sustainability refers to the path of development for the current generation in these countries. It signifies the way in which the current generation utilizes the resources for satisfying its necessities without indulging in excessive consumption of the resources that the interest of the future generation is hampered. In 1987, the World Commission on Environment and Development implemented this notion in the political agenda of the Commission (Mulder and Bergh 2001). Since then politically the concept of sustainable development has become an important issue in the development process of the countries around the world.   The world has experienced severely rising interest on the issue of sustainable development in the past two decades. Although it came into political light after the 1990s, economists have been devoting huge to the phenomenon of interaction between the ecology and the economy since the 18th century (Mulder and Bergh 2001). In this context, development means that the resources are utilized in a conscious manner in the current period so that enough resources are preserved for the future generations for the fulfilling of their interests (Asheim 1994, 35). The purpose of taking such a development initiative is to allow all generations to come to live a standard life. However, human activities involving the three interfaces; society, environment, and economy create a range of opportunities for the optimization of profit objectives of business organizations, but in most cases, the core concept of sustainability is ignored while performing this pure economic optimization exercise.

Marketing strategy Essay Example for Free

Marketing strategy Essay Nike Inc. founded in 1964 by Bill Bowerman and Philip Knight is global leader in sportswear and footwear industry. With Nike occupying around 45% of global market share in footwear and apparels and moving further ahead, much of the organisational success can be credited to its marketing strategy that have helped the organisation achieve revenue worth billions every fiscal year ($18 billion being in 2008). Nike Inc. UK has a major market in the UK for fitness trainers and shoes provided for health and fitness purpose benefits to the consumers. Nike understands the importance of market analysis and marketing strategy based upon those analytical processes. Considerable amount of research and analysis have been carried on in understanding consumer needs, UK’s environment and potential opportunities. This report consists of situational analysis SWOT of Nike in UK and also presents situational analysis suggestion of ways in which competitive edge can be gained against its rivals with segmentation, targeting and positioning of the products. The importance of marketing objectives has also been highlighted in the report and thus provides Nike with a glimpse of marketing environment in UK and the expectations with role of marketing mix (4P’s). Introduction Nike has predominantly been successful in shoe manufacturing and distribution among the shoe manufacturers with its superior quality, high tech, ultramodern shoes that meet on going demand of the market and its trends. From professional athletics to most common need for fitness trainers, Nike has got fitness shoes and trainers in all shape, sizes and colours. Some of the most famous Nike trainers and fitness shoes are Nike + (spelled as plus), Air Jordan, Nike Shox, Nike Lunar glide, Nike Air Zoom, Nike 360 and many more. Nike is the sole distributor of Nike trade mark represented on each of these and many of its fitness trainers sold globally. High quality material, design and cut and technological enhancement of the shoes as per requirement of various activities thus make Nike the best choice for fitness trainers and shoes. Marketing Analysis and strategic evaluation of a company is an important component of any organisational success. Without well-structured marketing strategies and road maps to planning and achieving them, no organisation can be at the point where they want to be. Nike in UK covers a fair amount of market share and revenue for the organisation. The huge market diversity, brand awareness in market and consumer base loyal to high quality products therefore help to its cause. On the other hand, UK market is generally health conscious and trendy. Trainers and fitness shoes are therefore in much demand over last few years within the country itself. Marketing Audit (Nike Inc. UK) Nike Inc. UK follows management strategies that combine with six of the most important external factors that can have an impact on the organisation. PESTLE is a situational analysis tool that can be used by firms to determine their position against possible external influences such as politics, economy, society, technology, environment and law. Nike and its positional stand against background of UK market can therefore be analysed in the following way: Political Factors Nike Inc. has a considerably stable political environment and an economy welfare provided by the state. Considerable amount of legal requirements were accomplished by Nike during its entry in the UK as an organisation completing all political alignments. Considerable amount of fitness shoes and trainers are imported in UK which is sold all over. However, Nike might have to face challenges if government drafts policy or quotas on Nike shoes that can be imported from its production sites such as Asia-Pacific. Economic Factors UK economy has been unstable in recent years. The double dip recession few years back, inflation rate fluctuating abnormally, growing living costs, income tax rate increments and other economic factors directly or indirectly affected Nike’s performance in the UK with comparatively weak sales figure. Economic balance, employment rate and PDI all must be stable and firm enough in the economy to help a business sustain. Nike therefore needs strategic move that can guarantee its sustainability in such circumstances. Social Factors UK market comprises of people from multiple culture, religion and ethnic backgrounds. Therefore, Nike needs to understand the social system and practice of all these people whenever approaching them. Sales and marketing of the fitness shoes should be therefore based upon social acceptance of methods, people’s lifestyle and their way of thinking. For instance, consumers in UK who purchase fitness trainers are pretty health conscious and the numbers are growing as well. Hence, Nike needs to provide more health benefitting shoes and apparel. Similarly, social responsibility image of Nike has to be significantly boosted with accusations of running sweatshops in Nike factories in Asia which it has tried to improve with facilities, factory improvements and commitment towards further improvement. Technological Factors Technological factors are an important aspect that needs to be considered by Nike Inc. UK . Technological advancements in fitness shoes need to be updated and research and development of such apparels have to be advanced. With fitness shoes that are designed such for injury prevention, sole strengthening, speed sports, less sweating and many other features the advancement has been unimaginable. UK customers are updated and spend good time researching on features and quality of the product they want. Nike therefore has to be technologically capable of providing customer satisfaction. Environmental Factors Nike needs total understanding of UK market as consumers are concerned about how products they purchase can make an impact upon environment. Production materials, process and sites can be harmful to environment in many ways. This can be a grave concern for environmental activists and hence persuade consumer thoughts. Nike has to be able to inform the consumers in UK with their continuous efforts in making Nike shoe production environment friendly and use of raw materials and the production process least harmful to nature. Legal factors Nike has to oblige with all the legal regulations and in relevance with companies operating in the UK. They must consider their business privileges as well as legal responsibility in concern with marketing, promotion and sales in the Kingdom. Some of the legal acts that they need to consider are regarding press, trade acts, acts on sales and supply of goods, adverts and campaigning, television adverts, environmental acts and so on. Without its compliance of local laws and acts Nike would suffer a huge blow in gaining consumer trust as they cannot operate with efficiency. SWOT ANALYSIS FOR NIKE FITNESS SHOES Strength: Nike is a global leader in shoe manufacturing and has been in market for very long time. There is a considerable amount of customer trust and loyalty based upon the very fact that Nike has been able to provide highest quality fitness shoes with modern techniques and design over years. The research and development investment in Nike is huge. The very reason has pioneered Nike in producing ultra-modern technology in fitness shoes. Shoes with air compressed soles for low pressure on soles, ankle protecting designs, speed boosting trainers etc. have all been Nike’s brilliant ideas in meeting with modern demands of consumers. Beside innovations, Nike also provides consumers with choice of designing their own shoes in the UK. Nike has a global presence and their revenues are worth billions . Distribution channels for Nike are well established and it has diverse range of products to cater the consumers with. Weakness: Nike Inc. UK has had to compete fiercely against several of its competitors in recent years with economic downfall regarding price of the product. Several of Nike’s fitness trainers are comparatively expensive than other brands. With buyers focusing their mind on cost efficient purchase, Nike prices are a thought for many. On the other hand, Nike’s sweatshop factories in Asia which are not owned by Nike themselves but subcontracted had tarnished Nike image among many people. Nike has considerably put much effort in improving the working condition and lives of its workers thereby. Opportunity: UK market has lots of potential opportunities for the Nike. With numerous amounts of health conscious people and growing sport enthusiastic generation of youngsters, Nike has the opportunity to grab market by launching shoes and trainers as per the consumer needs. Use of internet is wide and common in the UK and e-commerce has been developing in a tremendous pace. Nike can use this opportunity to promote, inform and cater its consumers with its fitness trainers. Threats: Nike has been competing fiercely with rival companies such as Adidas, Puma, Asics, Umbro and others for fitness shoe production and distribution in UK market. Besides, challenges from competitors, forged Nike footwear relatively cheap and of low quality are circulated by counterfeiters in market which has hampered Nikes reputation and brand. On the other hand growing economic uncertainty, government cuts and rising inflation have been challenging Nike sales. COMPETITIVE ADVANTAGE Competitive advantage can be defined as strategic advantage a company holds against the competitors in the industry. It can be marked as the positional state of company when it is able to create a benchmark in terms of profit in the industry. Nike has the competitive advantage over its rivals through wider market coverage, higher gross revenue and customer loyalty as well. Nike fitness trainers with their high quality design and attributes have been able to outperform other shoe makers. Nike therefore wants to hold this competitive advantage over its rival sustainably. Competitive advantage can be achieved either by, Cost advantage techniques when production is made in massive quantity and products sold in relatively cheaper price or differentiation techniques of producing unique featured products against competitors and providing relative value to the good priced. In 2003, Svend Hollenson provided seven key factors that provide organisations with competitive advantage. Nike with all these consideration and seven key factors can boost its performance therefore in market. The seven factors are: Economy of scale: Economies of scale refers to the term when production cost of a company is relatively lower than its sales revenue and earnings made are from massive sales. These companies produce goods on regular basis and avoid shortage in the market. Economy of scope: Economies of scope relates to the idea that cost of production can be further reduced by other organisational means such as joint administrative firms for different products, similar storage for different goods and cost effective methodologies used in production to distribution. Strategic thinking: The core competence of any business to succeed in modern business world is strategic thinking. With enormous amount of competition and impediments that can affect the business, Nike should be able to analyse its internal and external environment, assess operational lapses so as they can provide effective strategy to eradicate arrears and achieve their objectives. Use of local market: Global companies such as Nike have ample opportunity to provide their range of products to local market in the UK. With well informed and health conscious consumers growing on daily basis, Nike can exploit the opportunity to provide its trainers in all parts of the country. Nike’s product range and standards are well accepted and with more quality products coming in it can boost with learning of local market and advantages it can take from. Ability to provide global services: Nike has been able to provide its product and service throughout the globe. With communication, transportation and various technological developments that have made international trade reliable, company such as Nike have been able to market and cater their business worldwide. Use if information technology in global service is an essential tool which has been used by Nike to deliver its goods and services. Competitive advantage (Company specific): Every organisation should have a distinct and unique feature which provides a competitive edge over its rival companies. Nike has been providing high quality footwear from their founding days. Superior technology, design and features of Nike footwear are second to none. This very reason has made Nike achieve higher market share globally than its competitors by building excellent customer relationship. Human resource (competitive advantage): Nike and its success can be credited on high level to the employees of Nike who with their commitment, skills and attitude have made tremendous development and market coverage for them. Human workforce is an essential element of any business where firm should be able to provide the employees with business specific skills. This helps organisation achieve most out of the available workforce. SEGMENTATION, TARGETING AND POSITIONING (STP) The marketing strategy of a company starts from mission and vision statement to selection of market and then positioning of the plans and objectives of the product in the market. Philip Kotler (1994) provided segmentation, targeting and positioning as the essence of strategic management for any organisation. Here, in terms of Nike Inc. UK, we can suggest following steps to be followed for strategic move: Segmentation: Research on existing market, types of customers and distribution of similar market should be carried out. Targeting: A target market (generally mass and more productive) which has to be served has to be analysed. Positioning: The plans are carried out to be performed in the target market and all the activities positioned. Nike Inc. UK should be able to research and develop the segments within UK market where consumers with similar characteristics can be served. The three approaches of market segmentation such as differentiated, undifferentiated and concentrated can be used to determine segments and plan accordingly by Nike. Nike can distinguish its market with several features and variables which determine the general concept about products that Nike offer, fitness shoes in this case. Socio-demographic variables such as age, gender, occupation, income and family etc. can be considered. It may also be based on geographic information such as area, area density, household and neighbourhood, market size and more. Behavioural data can be assessed to determine customer loyalty, buying trends, user choice and others. Psychographic studies would help Nike understand consumer lifestyle, fashion choices and many more. Nike and its segment targeting approach in the UK Socio demography: Nike Inc. UK provides fitness shoe and trainers in wide range and designs to offer different kind of customers. Trainers and shoes come in all shape, size, specification and quality. Trainers in multiple ranges for men, women and kids are available in the UK market. Sizes are marked effectively for fit in purpose and available readily in all the sales stores. Fitness trainers for men range from ? 38 least for Nike Zoom to ? 120 highest for Nike Trainer 1. Women have wide range of choice as well from Nike Air Cardio designs costing mere ? 28 to ? 140 for Nike Air Max+ 2011 id. Kid products range from ? 18 to ? 100. Geography: Nike has made its presence felt in all the major towns and cities in the UK. The points those are most likely to be consumer targeted have been covered as market by Nike. However, reaching the country sides would be a challenge and point of thought if Nike wants to expand its business all over the nation. Nike provides point of sale services in London, Birmingham city, Glasgow, Manchester city, Edinburgh and many other cities. However, internet usage is the only medium for other geographic parts to purchase Nike trainers. Customer Behaviour: It can be important for Nike to realise the importance of customer behaviour in UK. To learn more about consumer preferences and expectation, it is important to communicate with them and share their experiences. Customer loyalty can be earned by providing customers with benefits and services such as after sales, exchange facilities, warranty and making them feel cared for. Nike has to develop such credentials to learn more about customer status and capacity. Consumer psychograph: Nike has so far been successful in providing trainers and fitness shoes to varying demands of consumers that are available in the UK. Prices of the trainers range from ? 28 to ? 140 which shows that Nike has its focus on all sets of customer status. Some exclusive products are also sold in the market that focuses on trendy, fashionable and youthful nature of trainers and fitness shoes for the consumers. POSITIONING OF MARKET Nike Inc. has been very successful in positioning itself as a global leader in athletic footwear market. Even in UK, Nike has been really successful in covering huge market, enormous amount of consumer trust and therefore considerable amount of revenue for the company itself. Technological advancement, high quality materials, innovation and design in Nike footwear are what even the competitors try to imitate. Even though several European brands provide Nike with stiff competition in the UK, Nike has been efficacious in fending off challenges and come up with even better trainers and footwear as per the demand of demanding health conscious population. With a very competitive pricing strategy that is in concern with market expectations, Nike provides footwear of different sizes, design and price for different market segments. Nike has invested considerable amount of time and money on research of UK market since years which has made it one of the most trusted and loved brand in the UK. Such strong position and market share therefore is a positive sign for Nike in days to come. NIKE AND ITS MARKETING OBJECTIVES AND GOALS IN THE UK Nike has been established as a reputed business enterprise in the UK for years now. Their capability and product effectiveness are reflected in choice of people in using Nike fitness trainers before any available option. SMART based goals and objectives which relate to features of objective setting such as specification, measurement, attainment, realisation and time are necessary for Nike to implement in their strategies. Here, we analyse how Nike’s objectives can be related to the SMART approach. SPECIFIC: Nike is the leading women fitness provider in UK with revenue grossing worth 200 million dollars in 2010. Nike Inc. wants to double the gross amount by the fiscal year of 2014. MEASURABLE: Nike targets revenue of $27 billion by the end of 2015 as well as cumulative cash flow increment to $12 billion. ACHIEVABLE: Nike wants to provide UK consumers with 100% cotton used fitness trainers based upon consumer survey in coming years. Nike Inc. has plans to endorse its own athletics footwear during the 2012 summer Olympics in London by sponsoring all the American athletes participating in the games. REALISTIC: Nike Inc. UK wants to increase its market coverage in the UK which is 18% now to 25% within 2013 as Nike footwear have had tremendously appreciated response and promotional endorsements are to be boosted during Olympic games. TIME BOUND: All afore mentioned plans and objectives of Nike Inc. UK are to be completed in certain time allocated for each objective completion. MARKETING STRATEGIES AND PROGRAMS OF NIKE INC. UK Nike Inc. UK would have to define its objectives and the process of determining the achievement of those goals. Out of various strategic plans available, Nike Inc. UK can use growth strategies using both product and market. Figure source: http://highn. me/ansoffs-matrix-planning-for-growth/ Nike Inc. UK can develop its strategies by using various methods of strategic moves such as Market Penetration: by providing competitive prices against others, promotional campaigns, enhancing customer support and care etc. Market Development: by getting into newer geographic area, building newer distribution channels, creating new product dimension, creating new market segment etc. Product Development: by producing exclusive products, creating a new trend, using technological advancements in product, diversifying product ranges etc. Diversification: by producing new merchandises than usual for instance sweat free socks for Nike trainers, or other products to match Nike footwear and apparels such as caps, jogging scarfs etc. THE MARKETING MIX (4P’S) FOR NIKE INC. UK Nike Inc. UK and their marketing strategies may be subject to changes from external forces of environment such as politics, economy, society, technology, environment and law. The company however has no control on these factors and have to make adjustments on several occasions. The 4 p’s are variables that the organisation can control within its own marketing strategy and is generally known as 4 p’s of marketing mix. Here, we analyse Nike Inc. and its marketing mix. Product: Nike should be able to provide product variety to the consumers in UK. With people interested in different sports, Nike can make an impact on market here. The quality and features of the new trainers have to be of highest quality, design and durability. Latest trends and technology used in performance enhancement, accident prevention and safety of athletes should be made available in Nike trainers. Sizes and shapes have to come out in all different ways and the products need to be attractively packaged as well. Price: Nike needs to focus on all kinds of customer and research on the customer behaviour or purchasing pattern in the UK. Though Nike already provides trainers from as cheap as ? 28 to ? 140 and more, the prices need to be justified. List of the prices and their features marked with products can be helpful. Price discounts on times can be helpful for boosting business. Place: Nike should focus on locations where footwear can be retailed, distributed or sold more efficiently. Study of market is necessary to determine where Nike can make best out of its sales. Placement in this case may be stores around sport clubs, distribution to other sellers and others. Information technology has covered almost the whole part of UK which can be utilised by Nike to exploit the market and attract the customers. Promotion: Nike Inc. has used several of global athletes as brand ambassadors for the company. Their very link with the company and attachment has provided lime light to the Nike trainers as well. The company can advertise its trainers through media; create sales promotion from time to time and even sponsor future sport events to promote their products as well. Conclusion/Recommendation: Marketing Strategy is an important aspect in achieving the organisational goals and objectives. Only with considerable investment in analysing Nike Inc. ’s strength, weakness, opportunity and threats can the organisation implement marketing strategies. Nike enjoys good market presence and customer loyalty in the kingdom and thus can improve further. From the report, we can recommend some of the following aspects for Nike; The emerging youth culture and trend is an opportunity for Nike to market its products. More technological use in trainers, design can be improved so as to promote fitness trainers. Health benefits associated with fitness Nike trainers should be made aware to the consumers. Use of information technology can be great way to market coverage for Nike trainers and their distribution.

Four Models Of Public Relations Media Essay

Four Models Of Public Relations Media Essay The four models of public relations and communication are practiced by J. Grunig and Hunt in year 1984. At that time, many scholars of public relations are doing the research of how these four models are practiced by public relations practitioners and why they practiced. The four models are press agentry model, public information model, two-way asymmetrical model and two-way symmetrical model. They described how public relations practitioners to be effectively and ethically practiced by offers a normative theory in two-way symmetrical model. Mixed-motive public relations were practice with combine the two-way symmetrical model and two-way asymmetrical model. In 1975, the first study on the behaviour of public relations was done by J. Grunig, he categorised it and published the result in 1976. The study is telling about how the communication functions is perform in the different way by the public relations practitioners and why their behaviour is not alike. In order to categorise the different behaviour of public relations, an excellent public relations model was introduced in which how they are practice. Although there is no any representation can be perfectly described the reality of the world, but it is still a need to come out a model for people to understand and work on it. Model is defined as a set of values and a schema of behaviour practiced by public relations practitioners and public relations department in organising their programmes and campaigns. The different kind of public relations have been describing by the historians and some other textbooks authors with some coarse terms. For instance, according to historian Eric Goldman (1948), press agentry model in the early era was named as the public be fooled and public information theory was named as public be informed. The one-way and two-way communication also named like the same manner in the textbooks by Cutlip and Centers in the first edition in 1952. J. Grunig stated one-way and two-way models of communication in his first study of the behaviour of public relations with included the direction and purpose of communication. Synchronic and diachronic communication are the concepts took by J. Grunig from Thayers (1968) which is the behaviour used by particular organisation to practiced it all the time in order to isolated from any interference. While the diachronic communication is used to maintain mutual affairs of organisation to not only benefit the organisation itself but also their public. A study of Grunig (1976) claimed that synchronic and diachronic communication were too simplified and as plain as daylight to described the behaviour of public relations after he measured the practice of sixteen public relations activities in around two hundred of organisations in the area of Baltimore-Washington such as press releases writing, counselling the leaders, planning a program, evaluation on a program etc. After that, he comes out the asymmetrical model and symmetrical model to replace synchronic and diachronic models with understand the purpose of public relations to balance up the communication and effect between the organisation and its public. The four models of public relations and communication are leading and bringing the researchers to understand their behaviour in practicing like advertising or campaign. The models are using until today is because they are effective to convey the particular message from the sender to the receiver which is the organisation to their public. They are using these models in order to achieve their objectives of placing their message in media. Press agentry model is intended to get favourable attention in media. Public information model is use to inform the public like a fact, it is frequently used by the non-profit organisations, education institutions, government agencies and some other corporations. Two-way asymmetrical model is a persuasion and manipulation which aimed to influence the public to act in the way organisations desire. Two-way symmetrical model is attempted to achieve a win-win situation which build mutual understanding between the organisation and its public (Kellimatthews, 2009). Press Agentry Model Introduction Press agentry model was the earliest PR model. It comes out in the late 19th century (Grunig Hunt, 1984). The heyday of this model from 1850 to 1900 and P.T. Barnum was the representative of the historical figure (Chao, 2012). Press agentry model is one-way communication as the flow of information that is from the sender to the receiver which known as source-to-receiver communication. People who send out the message are not much take no account of second partys response, comment, point of view and so on. Press agentry attempts to alter the act of publics whereas do not have the intention to change the behavior of the organization. Public relations whose are under press agentry struggle for publicity in the media in almost any way possible. Practitioners of press agentry have included so-called fathers of modern PR, Ivy Lee and Edward Bernays. In the early 20th Century, both were Broadway press agents, when Broadway was the capital of the entertainment world, before moving on. Bernays move into constructed news that accounts for audience perceptions and biases is a sophisticated form of press agentry. His 1915 80-page press packet for the Diaghilev Ballet Russe American tour was an early example, and his work in 1932 publicizing autos for General Motors with testimonials from business and academic leaders was more elaborate. Press agents had done a research by monitoring the media in which they sought to post favorable articles related to their clients. Besides that, the American impresario P. T. Barnum is the prototype practitioner of this model at the same time he also promoted circuses and other entertainment venues such as the singer Jenny Lind. In Press Agentry publicity model, public relations expects increases the reputation of the organization to their target audience, stakeholders, employees, partners, all other affiliated with it through managements. In additions, this model hiring public relations expects who established a positive reputation of their brand and states in the minds of the audiences through arguments and reasons. Their potential customers had influence by simply imposing creative stories of their brand, idea, thoughts and USPs of the products. Although J. Grunig and Hunt claims that the public-relations-like activities completely history, they argues that the press agents used the first name in the mid-19th century and it specialists to the practice of public relations. Andrew Jackson, Daniel Boone, Buffalo Bill Cody, and Calamity Jane whos practiced the press agentry model of public relations as such heroes. Furthermore, P.T. Barnum, the most prominent practitioner and skillfully presented his circus performers by using the axiom which is There is a sucker born every minute. Moreover, Curiosity and skepticism played as important role in the process of successful for the press agentry model. Butterick (2009) recommended that when we read the tabloid newspaper, we can just take a look to the inner editorial pages, the new movie or CD is launched to see the press agentry model. Therefore, Press agents like Max Clifford who responsible as masters of the industry and carefully managing the media coverage of their customers. He also claims that even the so-called exclusive pictures of semi-naked celebrities on a beach in a Sunday newspaper can sometimes be the result of a collusion between the stars publicist and photographer. Nowadays, press agentry model is still using in our society. It can easily clarify that the ethics which involved to this model are highly questionable at the same time the admission from Grunig Hunt announced that the model there are an characteristics of propaganda attached to distil the negative connotations (Butterick, 2009). However, it is eventually shows that the curiosity and skepticism of it which make sure the press agentry model is still working and prominent in modern day. Although it is a modern day, PR practitioner should be more familiar with the truth, the foundations of this model still exist whether it be to publicize a sporting event, a theatre production, or the scariest film of the decade, as in the recent movie release Paranormal Activity (2009). We, the public, will either want to believe what we see, or find out for ourselves if our scepticism can be improved correct that why this model is still working for practitioners seeking to gain the illusive media spo tlight in 21st Century. Press agentry is closely associated with publicity in the entertainment world. Press agentry is the practice of attracting the attention of the press through technique that manufactures news. Methods associated with press agentry include staged events, publicity stunts, faux rallies or gatherings, spinning, and hype. A common practice is the late 1800s and early 1900s, press agentry is not part of mainstream public relations. Rather, it is a practice primarily associated with major entertainment-related events, such as Hollywood premieres and boxing matches. The goal of press agentry is to attract attention rather than gain understanding. Even today, however, the term press agent is sometimes used interchangeably with publicist in traditional Broadway Theater and motion picture industries. Todays entertainment industries are populated with publicists rather than press agents. Publicists are individuals skilled in media relations who attempt to get the name of their clients or events in the media by carefully constructing messages that inform, educate, and persuade. Some are astute in branding and positioning strategies to aid the careers and success of their clients. In contrast, press agents want attention either good or bad in most any form. Press agentry had been called persuasion for short-term advantage through the use of truth bending and even distortion, but it can also be simply the staging of provocative acts to get publicity and draw attention to an individual, event, or cause. Therefore, it is understandable that one of the earliest proponents of press agentry was Phineas Taylor (P.T) Barnum, the famed American showman and promoter who put gun Gen. Tom Thumb on exhibit and launched a mobile circus featuring Jumbo the elephant and freak shows. Barnum was a master of press agentry. For instance, he wrote letters both praising and criticizing his circus show to newspaper under an assumed name. In the early part of his career, Edward L. Bernays was also a master of press agentry. He persuaded 10 debutantes to hold up Lucky Strike cigarettes manufactured by his client, the American Tobacco Company, as torches of freedom while participating in New Yorks Easter parade. In 1929, Bernays staged a global news event by organizing the Lights Golden Jubilee, a worldwide celebration commemorating the 50th anniversary of the electric light bulb for his client, General Electric. Bernays managed to secure several prominent individuals for that event, including carmaker Henry Ford, electricity scientist Thomas Edison, and President Herbert Hoover. Henry Rogers, one of the founders of Rogers and Cowan, the largest and most successful West Coast entertainment publicity firm, became famous when he promoted an unknown contract player for Columbia Pictures named Rita Hayworth. A fictitious group of Look magazine from the Fashion Couturiers Association of America asserts that Hayworth was the best-dressed off-screen actress after Henry contact with them. Look magazine took the bait and put Hayworth on the cover and published 10 pages of her photographs. Characteristic Press agentry is ink. A sales-driven approach does whatever it takes to get exposure for clients in the media without resorting to paid advertising. Press agentry is not above truth-bending or lying to reach its pragmatic objective. It will make up facts if it needs to do so. It is persuasion for short-term advantage. Press agentry will not dissolve because it is a long term job of PR. Press agentry has convert its operation with the value of ethnics for more than 10 years ago. It made a balance within getting exposure and maintaining the reality for fact. However, getting exposure will be serving as first if there are any failures. Press agentry relies on spin. It is interpreting facts to fit ones view and to get media coverage. Christopher Buckleys hilarious novel, Thank You for Smoking lampoons this type of practitioner brilliantly, and post-presidential debate commentary from Democrats and Republicans is a quadrennial example of spinning. Press agentry includes any technique that manufactures news which are publicity stunts, faux surveys, fake committees, constructed events and other tactics practitioners continue to use. Propaganda classified as one of the characteristic of press agentry model (Grunig Hunt, 1984). The term of propaganda in press agentry model, refer to PR practitioner exaggerate and more hype than facts in order to get publicity for their client. They will not care the public feedback and just want the public behave as they want. According to the academics such as Butterick (2009), Theaker (2004), and Johnston Zawawi (2004), when create news to influence the audience, the precision and reliability are be compromised through the way of stunts or specific publicity seeking. PR practitioners use various types of PR tool to make sure that audience take a specific course of action and behave what they wish. This type of practitioners will go into press agents (Butterick, 2009). Public Information Model Public information model is one of the four models of public relation. It is the second earliest model. It is a one-way communication model. This model is revolved from half-truths to more ethical practices. This model aims to inform the public. It involves the sender who sends message or information and receiver who receives the message of the information. The model involves little of research, on contrary, the readability and readership is quite high. The model mainly practices by the government, non-profit association and business. According to Grunig Hunt (1984, pp. 22), the purpose is the dissemination of information necessarily with persuasive intent. The public relations person objectively reports information about the organisation to the public. Unlike the press agentry model, public information model focus more on the distribution of information than creating news. It intended to give clear and factual information to the audience. One of the examples of the public information in Malaysia is the declarations of Deputy Chief Minister Lim Guan Eng and the state executive councillors on the assets they owned. The news was published in the early year of 2012. They had reviewed about their investments, fixed deposit, loans, shares, houses, cars, property like shop lots and others (The Star Online, 2012). This action had showed that Lim Guan Eng and the state executive councillors had practised the public information model. They tell the truthful information to the public through media. They let the people to get informed about their personal assets. They try to be transparent which shows their fair and honesty in ruling the state. Ivy Lees, one of the earliest public relations practitioners, was the first to use the public information model. He was advising a railway company to be honest to the public and media regarding the accidents on the railways. The reputation of the company had risen. Further, it had increased the public information models value especially for the crisis management (Americanessays, 2011). Some statements argue that the transmission of honest and truthful in managing the crisis is vital though it is not only the way in the method in crisis management. Telling the truth to the public may bring deficit to the company. However, the appropriate management of crisis and adequate apologise would give a better reputation than closing the truth (Americalessays, 2011). As for the crisis in the Malaysia context was the crisis faced by the MAS Sdn. Bhd. This is the news reported in The Sydney Morning Herald, an Australia online newspaper titled, Malaysia Airlines in crisis after loss. This is issue started in 2005. MAS was facing the financial crisis and this issue reviewed to the public about the reason. This online press reported the amount of the loss like the loss of 2.52 billion ringgit and the problems faced for the flights like the competition with other airlines like AirAsia. The company told the truth story of the crisis to the public which this action may bring damage to the company and the reputation of the company may fall. This shows that the company serves the public by telling the truth. It put the public before its company. This goes same for the press that published the news. The press practises the public information model in this particular case. The press serves not only for the business company, it also reserve the right of the p ublic to know the facts and truth (The Sydney Morning Herald, 2012). As the example above, these days, the other companies like the media company also practice the public information model, even though the model is applied the government, non-profit association and business in the past. There is a statistic showed that this model has the highest percentage of 50% of the organisation practicing this model nowadays (Theaker, 2004, 2nd ed.). The tools such as the press release, brochure, flyers, the web content, and others are used to distribute the information to the public (Thoughsleeding, 2008). The information that will be included in the distribution materials are the details of the company, products, testimonial, success stories and others. Promotion and publicity of the companies are aimed to be spread among the target audience. Though the main objective of the public information model is to disseminate the information to the public, this model does not pursue to persuade the public nor change their attitudes. It should be benefiting the public the most. However, some of the companies have the other motives. They wish to publicise their company, products and services, build brand awareness and brand image, position the brand, and others (Management study guide, 2012). This model is still practicing and it is highly practised by the public in nowadays. This had indirectly showed that the model has certain effectiveness in communication. The following will be discussing the model with the government agencies about how they utilise this model in producing the respective news to the public. The present Prime Minister, YAB Datuk Seri Najib Tun Razak had announced the 1Malaysia concept. The government had put much effort in publicising the concept especially to educate and to inform the public about the concept. The effort can be seen in the Malaysia mainstream media, such as radio, newspaper and television. Newspaper is the tool that used the most often to transmit the vital and detail information about 1Malaysia concept. In the one of the mainstream newspaper, The Star, 1Malaysia is strongly publicised. The Star is used to inform the public about the announcement of the plans and programmes under 1Malaysia. The most popular 1Malaysia plan is the 1Malaysia Grocery Shops. The Star published about the details about the shop like the location, grocery items sold, the pricing list, business hours and other information. This is to educate rather to inform the public about the groceries in 1Malaysia. (The Star Online, 2012) The mainstream media are indirectly linked with the Malaysia government. The content is sometimes bias and being controlled. The publishing of 1Malaysia concept seems as one of the controlled content of news. This can be argued be as the agenda setting. The media emphasise and report a lot of news about 1Malaysia. It seems like the media shape and directs the public to think about the grocery shop (Mohd. Adnan Hashim, 2011). In addition, the news published is rather good news. This had made the public to believe that the 1Malaysia grocery shops are well running and this will gain confidence and support. There are other government plans are also like the New Economic Model, Vision 2020, Green Technology and other government plans. They are mostly used as public information model and agenda setting. Asymmetrical Model Asymmetrical model include one-way asymmetrical and two-way asymmetrical. One-way symmetrical model doesnt use any research to find out what the public perceive a particular organisation. However, the organisation doesnt change anyway but intend to persuade and manipulate the public to behave and to support in the way the organisation wish to. Two-way asymmetrical model also known as scientific persuasion as the model is use social science methods to produce more and more persuasive communication. This model usually focuses on the achievement of changing the audiences behaviour and attitude in short period of time. Communication under this model is two-way which is from the organisation to its publics, there is also gain the feedback from the public. The main purpose to gain the publics feedback is solely to help the organisation place their message in a more acceptable way by the public (Grunig Hunt, 1984). For instance, many of the cosmetics companies are less or even not to use t he animal to test their products as they found out that the consumers are tend to pay more concern towards the animal and environment. They try to approach to the consumers with the aim to place them approach to companies point of view (Shirley Harrison, n.d.). According to the historical studies of Olasky (1987, 1989) shows that the success of propagandists at World War II, Bernays believed that humans are can be manipulated. He mentioned mention that humans can be manipulated for the bad purpose as well as good purpose. However, Grunig (1989) stated that publics often take advantage form the strange things such as dangerous products, gender discrimination, pollution etc. For the past examples, Bernay comes out a thought to boost the sales of Lucky Strikes cigarettes towards women, he persuade ten ladies who are first time to participate an social event to smoke on the public place while walking in the parade of New Yorks Easter. Besides, in year 1929, Bernays also hired by General Electric to persuade many of the worlds electricity supply to switch off the power and light to celebrate the fiftieth anniversary of Thomas Edison for his invention of light bulb to commemorate the greatness of Edison. In 1924, Bernays started the first educati on course of Public Relations at New York University. He was the pioneer of public relations academic. Some people are not believed in public relations practitioner as persuasion is being doubt by them and undesirable for nowadays propaganda. There are positive and negative persuasive communication in the marketplace and society. Such as public healthy campaigns like TAK NAK that persuade the public to reducing smoking or even not to smoke to keep the body healthy. The Public Service Announcement (PSA) of encouraging safer driving likes not to break through the traffic light and not driving after drinking alcohol. Furthermore, the political campaign for the elections is using the two-way asymmetrical model which the candidate is seek to influences the voters to stand by their point of view. The candidate will try to persuade the voters to vote for them with slogan like vote Barisan National to preserve the country peaceful. This is to create fear among the people deep-seated worries, they play with special appeals to place the propaganda onto the public. Most of the advertising would like to use this model because at the end of the time, the benefits are not enjoyed by the consumer but the advertiser which is the organisation. The propaganda can use to describe this model. Propaganda intends to alter the public perception on certain thing. It is use as a communication to achieve the organisations desire and expectation. The priority of place the propaganda is to change the way public behaves currently to act in the way an organisation aimed to. According to Lasswells propaganda theory, the existing environment can influence the people to be vulnerable to simple form of propaganda. One of the examples of propaganda is glittering generalities, which is using the positive words to represent a particular product or person. Such as the newspaper of Guang Ming Daily, they use the slogan of your everyday best friend to make people accept and support their newspaper just like a best friend that you needed every day. Another example is McDonald is Americas favourite, this is a kind of bandwagon that carrying a meaning of every American are like to eat McDonald, thus you should be one of them. More and more advertis ing use propaganda to place their product or service in order to manipulate their consumer to agree with the organisations point of view and tend to support their product or service. For example, the advertisement of Calvin Kleins perfume, the scene shows a character that use the perfume will look cool and able to attract the opposite sex to approach them. In other words, whoever wants to look attractive must use the Calvin Kleins perfume. Nowadays, more and more of the advertisers like to invite the celebrities to be the endorser of a particular product or service. This is because the celebrities have the ability to influence their fans approach to particular product and boost the sales indirectly. For example, Pepsi, a soft drink company who invest a large amount on the famous celebrities at home and abroad such as Taiwan, Hong Kong and western countries to endorse their product. This is to create a celebrity charm in order to boost their sales. This technique is known as testimonial that able to influence and manipulate the audience to act according to the advertising which is the indeed objective behind the advertisement. The advertisers are aimed at the idolater mentality of the audiences, and then provide the information of how to approach their idol with Pepsi soft drink. In addition, the Disneylands slogan, the happiest place on earth makes the audiences feel that there is the place to go to feel good and havin g a better life with no worries. Apparently, the organisation is intended to create an impact among the audiences to step toward to Disneyland to join the joy. Symmetrical Model According to James E Grunig, he said that Public relations are the spread of management of an organization and publics and the purpose is to establish a target public relationship of mutual trust. Mr. James E Grunig is a noted of public relations theories and adding a new theories which is four models of public relations in 1984. One of the models of public relations is two-way symmetrical model which is the best and ideal model than other three models, said by James E Grunig. Two-way symmetrical model is emphasizes on dialogue, complete and accurate two-way communication. The main purpose is to promote mutual understanding between organizations and publics therefore the results of communication is benefits to both sides. Furthermore, it emphasis on public relations works to be built on the basic of the investigation and communication to resolve conflicts with strategies public through the dissemination of public relations mode. Besides that, two-way symmetrical models express the meaning of emphasized moral, stressed the need to balance between the interests of social organizations and publics. For example, some public relations department is using a two-way symmetrical model rather than two-way asymmetrical model to carry out the public relations activities. James E Grung, whose always get attention to others person dialogue, attitudes and behaviour and believes that two-way symmetrical model is unique than two-way asymmetrical model. It is because two-way asymmetrical model just to change others without changing ourselves. For example, public relations mostly used two-way asymmetrical model to reach their target audience. Moreover, he claims that good public relations not only successes to persuaded one side which is client or publics, he or she must persuaded both sides to change. Although some used of two-way asymmetrical model can evenly achieve in two-way symmetrical model. A success two-way symmetrical model is to let others recognize that there had self interest included in the information and to persuade them as well as uses each other common interest to persuade them. Two-way symmetrical model is refers to the interaction of two factors that affect each other in order to achieve the balanced state in society. There are several characteristics positioning relationship between the government, mass media and publics. Thus, this is also a kind of communication between the states on behalf both. Firstly, it is two-way in performance of the government and media to maintain mutual cooperation and mutual restraint. It means that government should actively using the mass media public resources, truthful, fair, proactive in mass media to provide government information to understand the ideal of the spread of mass media and value orientation therefore maintain relationship between government and publics. Besides that, mass media as social and public resources and helps publics to convey their perceptions and comments for government. Two-way symmetrical model used for media to enhance the relationship between government and publics at the same time achieve th e harmony of social relations. Second, two-way symmetrical is the best way to lead the government and media to share a common goal which is to protect publics interest. For example, government promoted 1Malaysia concepts through media such as television and radio. This shows that government used two-way symmetrical model to maintain good relationship with media and publics. James E Grunig argued that two-way symmetrical model can included the central route to persuasion. The central route to persuasion is persuaded by the arguments or content of the message. For example, after hearing a solution of the problems, people may decide to forgive and forgot the problems because they will convinced to it. Furthermore, Public relations also used the two-way symmetrical model to resolve conflict. For example, public relations provided the ways that will benefits to two sides therefore the conflict will be fulfilment. In addition, public relations increases the effectiveness of organizations by maintain the independence to organization and publics. For example, organizations manage the independence by building long term effect and stable the relationship between organization and publics. Two-way symmetrical model also used by public relations to shared mission of their organization. For example, there are many public relations programs such as fund raising or health campaigns are motivated more for the need to support from public than conflict. Moreover, two-way symmetrical model mostly used in maintain the relationship between organization and publics and negotiate with publics. It will make the organization more responsible to their clients and publics. For example, organizations need to fulfil publics needs and wants at the same promoted organization reputation. Therefore, two-way symmetrical model can even defined the ethics of public relations is rather than an outcome. Two types of research have been shows that two-way symmetrical model makes organizations more effectives. It shows that two-way symmetrical model is the most ethical approach to public relations and the ethics of public relations and the effectiveness of the models will helps to achieving the public relations objectives. For example, public relations announced to publics the information and tog