Structural Inequality in the American K-12 System Essay

Structural Inequality in the American K-12 System - Essay Example This essay stresses that one of the best features of American public schools is that they embrace religiosity. Muslim children may find themselves accepted by their teachers and classmates, unlike in other countries where there is a prejudice among Muslims. The only prejudice that these children may face is the political prejudice because of the homeland security incidents that have happened in the last decade. This paper makes a conclusion that researchers have found that the grades of students improved when their school facilities are improved. This also improves the absenteeism rate among students. Allergies and blood pressure of students improved when their school facilities were improved. But not all schools are able to make ground improvements and this has been the subject of some litigation cases regarding public funding of schools. If we put all factors together using a systems approach, the task of making changes in the current k-12 system seems enormous. Educators, parents and students are aware of these problems and are looking for possible solutions. Cultural diversity in classrooms will not decrease in the next few years because of the globalization. Like the concept of k-12, changes should be made to unify education concepts across the board. The training and education of teachers themselves should also be changed in order to make room for cultural diversity handling. This inc ludes issues of student segregation and discrimination.

Non verbal communication Essay Example | Topics and Well Written Essays - 500 words

Non verbal communication - Essay Example This paper shall aim at highlighting a number of gestures, their meaning and the circumstances under which they are used. The first gesture to look into is pointing using the index finger while complementing certain speeches. This gesture is an illustrator when one is trying to show the other direction but in other circumstances it is regarded as rude when one is angry or trying to undermine another. It is also used to give warning where one feels that they are being offended by another. Looking at ones watch is another that falls under regulator gestures that may mean that the current conversation is to end as there is no time. It also tries to sensitize others that time is running short. It is may also seem rude to others especially when one tries to convey a message that they are bored and may want to leave or stop the interaction. The other is leaning forward which is usually used to show respect. It can also be used ironically to show disrespect to others. It is therefore also dependent of the circumstances of usage. Walking away is another gesture whereby it may show disrespect to the ones being left behind e.g. students walking away from their teacher (Yule, 2010). Walking away can also show respect where one wishes not to argue especially with a superior to show they will do as requested without protests. This one may in a deeper sense indicate that the one being left is stupid as reasoning with them is useless therefore no reason to remain and discuss. Tapping ones fingers is also another gesture that is common with people who are showing respect to one another or where there is shyness from one or both parties and falls under the beat gestures. It happens more often in official and dating situations. It may also mean in a deeper sense that the one tapping their fingers is in a hurry or is not so much in to the conversation meaning they may not be

Thermodynamics and Fluid Mechanics: Coffee Filter Machine

Thermodynamics and Fluid Mechanics: Coffee Filter Machine Background/IntroductionIn this assignment they are tasked to explain how an electric coffee filter machine works and its scientific process. they are also tasked to calculate the amount of power it uses and energy it needs to keep that coffee warm and its efficiency when its keeping it warm, which is important because if the coffee isnt very efficient and uses a lot of energy or a lot of heat can escape then it could lead to high energy prices just to keep coffee warm. Once the efficiency has been calculated they also need to find out how it can be improved further, they are required to at least focus on one element to improve its efficiency. This coffee machine works by holding the water you put in it in a reservoir, that water then goes down a hole in the reservoir and into an orange tube. This tube is used to carry the cold/room temperature water to the aluminium tubing which conducts the heat from the heating element through the warming plate which consists of a heat conductive grease that helps heat the water up. The heating element does this when its coiled wire heats up as electricity runs through it. This heating element has two purposes, one of which is initially heating the water up and its second purpose comes in a later process. The aluminium tube is connected to the white tube which carries that hot water up to the shower head. This white tube doesnt consist of a pump to carry the water up, instead the bubbles from the boiling water rise in the tube and carry the water up to the shower head and the machines one way valve allows the water to go up the tube without coming back down and into the reservoir. Once the hot water reaches the shower head, it gets evenly sprayed on to the coffee grounds, picks up the caffeol and gets poured into the coffee pot. Once the coffee has been brewed the second purpose of the heating element is keeping the coffee warm which has many advantages one of which is to keep it warm for other people in the house after you brewed your own.   [1] These coffee machines are very reliable but there is always a possibility of failure, although a few have easy fixes. One way the coffee machine can fail is when the switch or even its power cord stop working which can be repaired by a professional although can sometimes be expensive so it would be more cost effective to buy a new machine. Another way is that the one-way valve can get clogged up letting the water back down the tube or simply not letting the water through at all. An easy fix for this is by simply scooping out any debris with a small object such as a toothpick. The tubes can also get clogged up. A way to fix this would be by running a cycle with vinegar and then running 2 cycles of clean water to rid of any vinegar left in the machine. Fig 1. [2] Experiment AnalysisTo collect their results, they had to weigh a few things. They weighed the jug when it was empty, the jug when it was full and calculated how much the water weighed. They did their experiment by letting the coffee machine heat the water up until its finished, they then took the jug filled with hot water and measured the temperature change every 2 minutes. Here are their results for 12 cups: They decided to take the jug out of the coffee machine when measuring their results because then when they are to calculate the energy needed to keep the coffee warm, they minimise the chances of under calculating as the coffee machine only partially covers the jug so not as much heat would escape, taking the jug out allows us to check the maximum amount of heat that can escape over certain intervals. They see that the water started off at 83 degrees Celsius and went down to 66.8 degrees Celsius with the temperature changing roughly between 1-1.4 degrees Celsius every 2 minutes. For the experiment they used a scale for weighing the empty jug and the jug when it was filled with water. They also used an electronic thermometer to accurately measure water temperatures. A coffee machine was also used as the experiment couldnt be done without it to heat the water up. For 10, 8, 6 and 4 cups the method the exact same although less water was used, here are the results: 10 Cups Results: As you can see in the 10 cps results, there is a dramatic change in temperature in the first 2 minutes in comparison to the 12 cups results. 8 Cups Results: 6 Cups Results: 4 Cups Results: They can use the results from this experiment to calculate heat loss and the rate of heat loss. To calculate the heat loss (Q Units: -Joules) they take the mass of the water and multiply it by the specific heat capacity and then multiply it by the change in temperature (Q= m*Cp*ˆâ€  T). Then they did the rate of the heat loss ( units: ) which is mass of the water multiplied by the specific and then multiply it by the change of temperature and then divide it by the change of time ( = m*Cp*) Below are the calculations for each of the experiments: Amount of Water Heat Loss (Q) Rate of Heat Loss () 12 Cups 124563.25 J 69.20 10 Cups 136682.90 J 63.38 8 Cups 89264.75 J 49.59 6 Cups 89145.42 J 49.53 4 Cups 71119.88 J 39.51 Amount of Water Mass of Water 12 Cups 1.75 kg 10 Cups 1.46 kg 8 Cups 1.17 kg 6 Cups 0.91 kg 4 Cups 0.65 kg Costs: In the UK it currently costs 0.01174 pence per Watt per hour. To find how much it costs per second they have to divide that number by 3600. 0.01174/3600 = 3.261111111 x Js-1 To calculate how much it costs to keep the coffee hot they use their new cost per Watt per second and multiply it by the rate of heat loss () and then multiply it by 3600 to get the cost per hour to keep the coffee hot. Amount of Water Cost (Pence per Wh) 12 Cups 69.20 0.8124048 10 Cups 63.38 0.7440812 8 Cups 49.59 0.5821866 6 Cups 49.53 0.5814822 4 Cups 39.51 0.4638474 DiscussionBecause the coffee machine is an open and transient system, the coffee jug and reservoir is constantly losing heat the coffee machine needs to have good thermal insulation to prevent heat from escaping. One improvement that couldve been made to the results is use the equation for thermal resistance to calculate the rate of heat loss. By calculating the thermal resistance of the glass jug we can calculate how much heat escapes from it more accurately. The thermodynamics heat processes are conduction, convection and radiation. Mentioned in the background is how the heating element heats up the water through the warming plate, this happens by the process of conduction which is moving heat from a warm location to a cold location, the heat plate and from the heat plate to the aluminium tubing which heats the water up. In the analysis results, specifically for the 10 Cups, there was an anomaly in the first bit of data, the difference in temperature was very high in comparison to the others and this was due to human error. In the first 2 minutes the stopwatch mightve not been started at the correct time or there mightve been a problem when the temperature was being measured. One improvement that couldve been made to the coffee machine to increase its efficiency could be to redesign the coffee jug and manufacture it out of insulated metal to decrease heat loss but with a piece of glass down the middle of it so that you can still see how much coffee is left in the jug, doing this will ensure that less heat escapes the coffee jug, having a big impact on the cost to keep the coffee warm. References: [1]   Brain, M., Toothman, J. (2006, November 29). How coffee makers work. Retrieved February 2, 2017, from http://home.howstuffworks.com/coffee-maker.html [2]   Retrieved February 2, 2017, from http://s.hswstatic.com/gif/coffee-maker-17.jpg https://www.ukpower.co.uk/home_energy/tariffs-per-unit-kwh An early cam was built into Hellenistic water-driven automata from the 3rd century BC.[2] The camshaft was later described in Turkey (DiyarbakÄ ±r) by Al-Jazari in 1206. He employed it as part of his automata, water-raising machines, and water clocks such as the castle clock.[3] The cam and camshaft later appeared in European mechanism

The Poetry of Langston Hughes :: Biography Biographies Essays

The   Poetry of Langston Hughes      Ã‚   Langston Hughes was born at the turn of the century in America.   Hughes spent a rootless childhood moving from place to place with his mother who was separated from his father.   During one year in high school, Hughes spent time with his father in Mexico, a light-skinned man who found an escape from racism in ranching.   With aid from his father, Hughes attended Columbia University, but soon became disgusted with university life and immersed himself in his first love - the poetry and jazz and blues in Harlem.   Hughes supported himself in odd jobs such as nightclub doorman and steward while he traveled to places as remote as West Africa, Italy, and Paris.   During this time Hughes wrote poems that earned him a scholarship to Lincoln University in Pennsylvania.   His first book of verse was published in 1926.   In this work, the rhythmic, lyrical nature of his poetry is evident as is his belief that only by staying connected to their African roots could African Americans find understanding.   We see this in Cross, "My old man died in a fine big house / My ma died in a shack. / I wonder where I'm gonna die, / Being neither white nor black?" (Langston 2).        The poems of Langston Hughes share a relationship in that they most typically depict the African American experience in the midst of an oppressive white mainstream culture.   Some of the poems are strident political protests or social criticism, while other depicts Harlem life including poverty, prejudice, hunger, hopelessness, and other themes.   Hughes tried to maintain an artistic detachment despite his deep emotions with respect to the feelings expressed in his poems.   He tried, though unsuccessfully in some poems, to depict the universal while at the same time specifically using African American issues, themes, and speech.   We see this in color, "Wear it / Like a banner / For the proud - / Not like a shroud" (Langston 2).   We can see in this poem that Hughes' work depicts the universal experience of being ostracized or oppressed for what one cannot change, but we also see it is directly targeting the black experience with such conditions.      Hughes' poems often have a musical rhythm to them, as his lyrics typically rhyme in the ABAB CDCD ABAB CDCD scheme.   The music of Harlem, the spirituals of Negro slaves, and other influences like Walt Whitman and W. The Poetry of Langston Hughes :: Biography Biographies Essays The   Poetry of Langston Hughes      Ã‚   Langston Hughes was born at the turn of the century in America.   Hughes spent a rootless childhood moving from place to place with his mother who was separated from his father.   During one year in high school, Hughes spent time with his father in Mexico, a light-skinned man who found an escape from racism in ranching.   With aid from his father, Hughes attended Columbia University, but soon became disgusted with university life and immersed himself in his first love - the poetry and jazz and blues in Harlem.   Hughes supported himself in odd jobs such as nightclub doorman and steward while he traveled to places as remote as West Africa, Italy, and Paris.   During this time Hughes wrote poems that earned him a scholarship to Lincoln University in Pennsylvania.   His first book of verse was published in 1926.   In this work, the rhythmic, lyrical nature of his poetry is evident as is his belief that only by staying connected to their African roots could African Americans find understanding.   We see this in Cross, "My old man died in a fine big house / My ma died in a shack. / I wonder where I'm gonna die, / Being neither white nor black?" (Langston 2).        The poems of Langston Hughes share a relationship in that they most typically depict the African American experience in the midst of an oppressive white mainstream culture.   Some of the poems are strident political protests or social criticism, while other depicts Harlem life including poverty, prejudice, hunger, hopelessness, and other themes.   Hughes tried to maintain an artistic detachment despite his deep emotions with respect to the feelings expressed in his poems.   He tried, though unsuccessfully in some poems, to depict the universal while at the same time specifically using African American issues, themes, and speech.   We see this in color, "Wear it / Like a banner / For the proud - / Not like a shroud" (Langston 2).   We can see in this poem that Hughes' work depicts the universal experience of being ostracized or oppressed for what one cannot change, but we also see it is directly targeting the black experience with such conditions.      Hughes' poems often have a musical rhythm to them, as his lyrics typically rhyme in the ABAB CDCD ABAB CDCD scheme.   The music of Harlem, the spirituals of Negro slaves, and other influences like Walt Whitman and W.

The Curriculum-What Is To Be Taught?

In making instructional decisions the instructors must consider the following factors which include what is to be taught, how it should be taught and the student’s needs. John Dewey was very instrumental in bringing the concept of decision making theory into the educational field. He further presented it in a process that was known as the reflective thinking which involved four phases which are; the problem phase, the criteria phase, the solution phase, and finally the implementation phase. (Auerbach, 2003)The Curriculum-What Is To Be Taught? Is the curriculum guaranteed such that is it taught in a way that it was intended? Is the curriculum viable such that it can be adequately addressed in the time available? Is the curriculum rigorous such that it ensures that all the students’ areas have been adequately challenged? Is the curriculum relevant such that it fosters smooth transitions between the elementary schools, the middle schools, the high schools, the post seconda ry schools and later to the world of work?Are the decisions about the curriculum uniformly applied to all the students?   Is there a lot of emphasis on mastering predetermined and common curricular objectives? Is the curriculum used standard for all the students?   Is the curriculum relevant to the students?   Does the curriculum have an outline that allows for the differences in the students backgrounds, abilities interests and prior knowledge and for the differences in the expectations from the community?

Micro and Macro Environment of Cadbury Dairy Milk

3/19/2013 Opening Case †¢ It was the early 1930s when a physician –turned textile trade in rural Karnataka found his business getting interrupted for want of regular supplies of cloth from the weavers. When he enquired with weavers about the reason for their irregularity, he was told that there was no working capital available to them. There were no banks in the area. The one located in the town was not interested in lending to small operators particularly in the rural area.Local money lenders used to change very high rates of interest; borrowing at those rates had ruined same in the past. The weavers therefore have developed a habit of working intermittently as and when their own money from sales come in. Introduction Marketing Module-1 Opening Case †¢ The trader therefore had to find a way to ensure uninterrupted supply of goods in his shop, without which his own business was not viable.He thought of bringing the good from Mumbai, but found that the process be very expensive and time consuming, a the area did not have any direct road /rail links with Mumbai. Besides, transporters were not all reliable. Introduction Marketing occupies an important position in the organization of business unit. Any business is likely to be successful when a strong marketing viewpoint or philosophy permeates the thinking and guides the decision and actions of everyone in the business.A business exists only to serve people, and marketing is the function that primarily determines – 1 3/19/2013 Introduction What the product or services shall be How it shall be presented, promoted and distributed How it shall be priced. What is Marketing? Classical Definitions ( Product Oriented View) â€Å" The performance of business activities that directs the flow of goods and services from producer to consumer or user† â€Å" Marketing consists of those efforts which affect transfers in the ownership of goods and services and provide for their physical distributi on†What is Marketing? Modern Definitions ( Customer Oriented View) â€Å" Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others† According to American Marketing associationâ€Å" Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas and services to create exchanges that satisfy individual and organizational goals† What is Marketing Management? Marketing Management is the art and science of choosing target market and getting, keeping and growing customers through creating, delivering and communicating superior customer value† â€Å" Marketing Management is the marketing concept in action† 2 3/19/2013 What is Marketed? Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas A Brief History of Marketing 3 Areas P roduction Economies of scale. Simple products 1945 Birth of the mass consumer market 1950 Sales Development of sales forces to distinguish products in competitive markets. Sold what companies wanted to sell.Evolving distribution channels 1960 Increasing diversity of media & technologies Marketing Rapidly increasing competition†¦the fight for customers. A Brief History of Marketing 1960s A Brief History of Marketing Massive rise in customer expectations Increasing competition Massive growth in advertising Growth in ‘direct’ marketing Much easier for customers to switch business Proliferation of channels, dictated increasingly by customers †¦a growing need for 2-way dialogue between business & The 4 Ps Product (goods, services, knowledge) Price Promotion Place The dominant marketing template for the last 40 years But†¦ notice something curious†¦.Where is the customer mentioned? customers 3 3/19/2013 Development of Marketing Approaches Evolution Of Mark eting Transactional Relationship Production Concept Product Concept Selling Concept Marketing Concept Holistic Marketing one-off investment in products market segmentation short-term profit relationship-building investment in customers customer analysis long-term profit Late 1800 Early 1900 Early 1930 Mid 1950 1990 Production Concept Consumers prefer products that are widely available and inexpensive Managers of production – oriented businesses Concentrate on achieving high production efficiency, Low costs, and mass distribution.The production era can be divided into four phases ? Subsistence phase ? Made to order phase ? Early production for market phase ? Mass production for market phase Product Concept Consumers favor products that offer the most quality, performance, or innovative features. Managers in product oriented organizations focus their energy on making superior products and improving them over time. To improve quality and innovation companies gave importance to p roduct engineering. Some times the product concept leads to marketing myopia. Marketing myopia means – focus on the product rather than customers need 4 3/19/2013Selling Concept The selling concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organizational products. Consumers will buy products only if the company aggressively promotes/sells these products. The selling concept is practiced most aggressively with unsought goods that buyers normally do not think of buying such as insurance, encyclopedias etc. Firms practice the selling concept when they have over capacity. It gives more importance to seller needs Selling Concept Starting point Factory Focus Existing products Means Selling and promotion Ends Profits through sales volumeThe selling concept Marketing Concept Focuses on needs/ wants of target markets & delivering value better than competitors. The Marketing concept holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating delivering and communicating superior customer value to its chosen target markets. The Marketing concept rests on four pillars ? Target Market ? Customer needs ? Integrated marketing ? Profitability Marketing Concept Starting point Market Focus Customer Needs Means Integrated Marketing Ends Profits through Customer satisfactionThe Marketing concept 5 3/19/2013 Selling V/S Marketing Concept Starting point Factory Selling V/S Marketing Concept Ends Profits through sales volume Focus Existing products Means Selling and promotion Focuses on the needs of seller Profit through sales volume Planning is short term oriented Marketer first makes the product and then figures out how to sell it. Importance selling to aggressive Focuses on the needs of buyer Profit through customer satisfaction Planning is long term oriented Marketer first determines the needs and wants of the customers and then delivers the product to sa tisfy those needs and wants.Importance integrated marketing (a) The selling concept Market Customer needs Integrated marketing Profits through customer satisfaction (b) The marketing concept Societal Marketing Concept ? The Societal Marketing concept holds that organization’s task is to determine the needs , wants and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in way that preserve the customers and society’s well being. ? It calls upon marketers to build social and ethical considerations into their marketing practices. There should be balance between company profits, customer satisfaction, and public interest. Societal Marketing Concept Society (Human Welfare) Societal Marketing Concept Consumers Company (Want Satisfaction) (Profits) 6 3/19/2013 Holistic Marketing Core Concepts of Marketing Core Concepts Needs, wants, and demands Marketing offers: including products, services and experiences â⠂¬ ¢ Value and satisfaction †¢ Exchange, transactions and relationships †¢ Markets †¢ †¢ †¢ Need ? State of felt deprivation ? Example: Need food †¢ Wants ? The form of needs as shaped by culture and the individual †¢ Demands ? Wants which are backed by buying powerCore concepts of Marketing Core Concepts of Marketing Core Concepts Needs, wants, and demands Marketing offers: including products, services and experiences †¢ Value and satisfaction †¢ Exchange, transactions and relationships †¢ Markets †¢ †¢ †¢ Marketing offer ? Combination of products, services, information or experiences that satisfy a need or want ? Offer may include services, activities, people, places, information or ideas Core Concepts Needs, wants, and demands Marketing offers: including products, services and experiences †¢ Value and satisfaction †¢ Exchange, transactions and relationships †¢ Markets †¢ †¢ †¢ Value Cus tomers form expectations regarding value ? Marketers must deliver value to consumers †¢ Satisfaction ? A satisfied customer will buy again and tell others about their good experience 7 3/19/2013 Core Concepts of Marketing Core Concepts of Marketing Core Concepts Needs, wants, and demands Marketing offers: including products, services and experiences †¢ Value and satisfaction †¢ Exchange, transactions and relationships †¢ Markets †¢ †¢ †¢ Exchange ? The act of obtaining a desired object from someone by offering something in return ? One exchange is not the goal, relationships with several exchanges are the goal ?Relationships are built through delivering value and satisfaction Core Concepts Needs, wants, and demands Marketing offers: including products, services and experiences †¢ Value and satisfaction †¢ Exchange, transactions and relationships †¢ Markets †¢ †¢ †¢ Market ? Set of actual and potential buyers of a produ ct ? Marketers seek buyers that are profitable Core Concepts of Marketing Core Concepts of Marketing Core Concepts Target Market Marketing place, Marketing Space and Meta Market †¢ Segmentation †¢ Marketers Prospects †¢ Relationship Marketing and Networks †¢ †¢ Distinctive category of market which includes market for company’s products and services Core Concepts Target Market Market Place, Market Space and Meta Market †¢ Segmentation †¢ Marketers Prospects †¢ Relationship Marketing and Networks †¢ †¢ †¢ Market place ? Market place is physical. As one goes shopping in a store Market Space ? Market space is digital. As one goes shopping on internet †¢ †¢ Meta Market ? Meta market is a cluster of complementary product and services that are closely related in the minds of consumers but are spread across a a diverse set of industries. 8 3/19/2013Core Concepts of Marketing Core Concepts of Marketing Core Concepts Need s, wants, and demands Market place, Market space and Meta market †¢ Segmentation †¢ Marketers Prospects †¢ Relationship Marketing and Networks †¢ †¢ †¢ Segmentation ? Grouping of consumers according to such characteristics as income, age, degree of urbanization, race, or education Core Concepts †¢ Target Market †¢ Market Place, market †¢ Marketer ?Marketer is seeking response. someone Space and Meta Market †¢ Prospect ?Prospect is someone giving response. †¢ Segmentation †¢ Marketers and Prospects †¢ Relationship marketing nd Network Core Concepts of Marketing Core Concepts of Marketing Core Concepts Target Market Market Place, market Space and Meta Market †¢ Segmentation †¢ Marketers and Prospects †¢ Relationship Marketing and Network †¢ †¢ †¢ Relationship Marketing ? Building mutually satisfying long-term relations with key partiescustomers, supplies, distributors in order to earn and re tain their business Core Concepts †¢ †¢ †¢ †¢ †¢ Marketing Network ? Marketing network consists of the company and its supporting stakeholders with whom it has built mutually profitable business relationshipMarketing Channels Supply Chain Marketing Mix Competition †¢ Sets of Inter dependent organizations involved in the process of making a product or service available for use or consumption 9 3/19/2013 Core Concepts of Marketing Core Concepts of Marketing Core Concepts †¢ †¢ †¢ †¢ †¢ Supply Chain ?Longer channel stretching from raw materials to components to final products that are carried to final buyers Core Concepts †¢ †¢ †¢ †¢ †¢ Marketing Mix ? MM is the set of marketing tools, the firm uses to pursue its marketing objectives in the target market. Product Pric e Place (Distribution) PromotionMarketing Channel Supply Chain Marketing Mix Competition Marketing Channels Supply Chain Marketing Mix Compet ition Core Concepts of Marketing Marketing Environment Core Concepts †¢ †¢ †¢ †¢ Marketing Channels Supply Chain Marketing Mix Competition †¢ Competition ?Rivalry to attract customers discretionary income †¢ It includes ?Generic Competition ? Brand Competition ? Form Competition ? Industry Competition †¢ The actors and forces that affect a firm’s ability to build and maintain successful relationships with customers. †¢ It consists of ? Internal Marketing Environment ? External Marketing Environment 10 /19/2013 Internal Marketing Environment †¢ ? ? ? ? ? ? These are controllable factors Value System Vision, mission, and Objectives Organizational structure Marketing Staff Company Reputation Financial Factors External Marketing Environment ? Microenvironment: †¢ Actors close to the company Micro Level Influences that affect a particular firm ? Macro environment †¢ Larger societal forces Macro Level Influences that affect all firms The Microenvironment Forces in the Microenvironment company’s immediate environment and that affect the company’s ability to produce goods and services and serve consumers. 1 3/19/2013 Suppliers †¢ †¢ †¢ Suppliers are those who supply the raw material and components to the company. Reliable sources of supply are necessary for smooth functioning of business. It is very risk to depend on a single supplier because a strike, lockout or any other production problem with supplies may seriously affect the company. ? Treat suppliers as partners. Customers †¢ †¢ †¢ A business exits only because of its customers. A company may have different categories of customer like individuals, households. Industries and other institutions.Depending on a single customer is risky because it may place company in poor bargaining position. †¢ Suppliers help to create and deliver customer value. Customers †¢ Customer markets must be studied. †¢ Market types ? Consumer ? Business ? Government ? Reseller ? International Competitors †¢ In general competitors are those who sell the goods and services of the same and similar products in the same market. †¢ A firms competitors include not only the other firms which are marketing same products but also those who compete for the discretionary income of the consumer. Successful companies provide better customer value than the competition ? Size and industry position help to determine the competitive strategy. 12 3/19/2013 Marketing Intermediaries †¢ Every producer has to appoint a number of intermediaries in assisting him in promoting, selling and distributing the goods and services to ultimate customers. †¢ Marketing intermediaries help the firm in overcoming the discrepancies in quality , place, assortment. ?Intermediaries take many forms. †¢ †¢ †¢ †¢ Resellers Physical distribution firms Marketing services agencies Financial intermediaries Publics A public is any group that has actual or potential interest in or impact on company’s ability to achieve its objectives. †¢ It is the duty of the company to satisfy the people at large, which is necessary for future stay and growth. †¢ In order to build goodwill and seek favorable response from the public, it is necessary for the firm to satisfy the needs of the public as well. Macro Environment †¢ These factors are external to the firm and are quite uncontrollable Demographic Environment †¢ Study of the population in terms of age, sex, size of the population, family size, and occupation is known as demography. Rapidly increasing population indicates a growing demand for many products. †¢ Increasing population also indicates that availability of surplus labour which affects the wage rates. 13 3/19/2013 Demographic Environment †¢ †¢ †¢ †¢ †¢ †¢ Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts Economic Forces †¢ Affects consumer purchasing power and spending patterns. †¢ Income Distribution †¢ Savings, Debt, and Credit †¢ factors relating to the economic conditions, systems, economic policies of a country and includes structure f economy, agriculture, industrial sectors, transportation etc Natural Environment †¢ Concern for the natural environment has grown steadily, increasing the importance of these trends: ? Shortage of raw materials ? Increased pollution ? Increased governmental Technological Environment ?The technological environment is characterized by rapid change. ?New technologies create new opportunities and markets but make old technologies obsolete. ?The U. S. leads the world in research and development spending. ? Pace of change ? Opportunities for innovation ? Varying R&D budgets ? Increased regulation of change ntervention ? Shortage of raw materials ? Increased energy costs ? Anti-pollution p ressures ? Governmental protections 14 3/19/2013 The Political Environment †¢ Includes laws, governmental agencies, and pressure groups that impact organizations and individuals. †¢ Increased legislation to protect businesses as well as consumers. †¢ Changes in governmental agency enforcement. †¢ Increased emphasis on ethical behavior and social responsibility. The Cultural Environment †¢ Is composed of institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors. The cultural factors like buying and consumption habit of the people, customs and traditions, tastes and preferences, languages etc. are the factors that affect the Marketing strategy. SWOT Analysis Marketing Challenges in the globalised Economy †¢ Grey marketing †¢ Terrorism †¢ Skills and Competence gaps in knowledge about Customer Preferences †¢ Cultural differences 15 3/19/2013 Marketing Challenges in the globalised Econom y †¢ Nationalism †¢ Stability of Governments and Economic legislations. †¢ Corruption †¢ Property rights and Piracy †¢ Price Sensitivity Closing Copy Travel solution Ltd is a cutting edge IT Company in India. Its domain expertise is in finding software solutions for the Travel Industry. Its Client list included Thomas Cook, American airlines, Swissair besides several others. However the big 3 clients accounted for over 60% of the total business. The sales turnover of the company in the last financial year was Rs. 18 crore, of which over 90% was export earnings. Closing Copy †¢ The team strength of Travel solution Ltd had been augmented last year and the total number of employees touched to 120. Of this, over 20 were senior executives, with stock options.The hardcore design and systems work was executed by a team of 48 very highly paid executives, who formed the core team. This team was normally on deputation at client sites all year around. Closing Copy †¢ In the last 3 months, over 40 executives had been taken in, primarily in marketing, administration and HR. The average age of the company employee was 27 while the average salary was Rs. 4. 5 lakhs PA †¢ On September 21st, 2001, a board meeting of Travel solution Ltd was held in Bangalore at the headquarters to discuss and plan the strategy of the company for the next half year. 16 3/19/2013 17