Essay The Political Ethos of the Civil Society - 2758 Words

The Political Ethos of the Civil Society ABSTRACT: Totalitarian political systems in the socialist countries of Eastern Europe destroyed and repressed the civil society that used to exist in them. The authoritarian and totalitarian ethos was formed under a powerful influence of ideologies of the communist parties and politocracy in these countries so that the political ethos of politicians dominated the political ethos of the citizen. The breakdown of the real socialism and its unsuccessful attempts to complete accelerated liberal modernization of these societies caused turbulence of social values in addition to the general moral chaos. The moral crisis has deepened; anomie increased as well as the society’s inclination to commit†¦show more content†¦In the seventies of the twentieth century the term civil society was used by the opposition and dissident groups in the socialist countries to denote the strategy of political fight against totalitarianism by forming autonomous institutions beyond the state cont rol and for the sake of establishing a democratic society as opposed to the total state. By redefining the modern concept of the civil society a new and contemporary concept of the civil society has been created as an alternative to authoritarian socialism. Thus, a new practical and theoretical political paradigm has been set up for explaining ways of the transition of socialist, authoritarian and stagnant societies into democratic and civil societies which are able for self-development and are willing to use the civilization achievements of the developed societies as well as the achievements of social and political philosophy and contemporary sciences. The civil society is most often determined as autonomous pluralism of private and public activities, beyond the state control, expressed in individual freedom, local and regional self rule, citizens’ participation in public affairs and social movements as well as in cultural autonomy and free trade unionism. In the former socialist countries the civil society was destroyed and repressed by state measures. In order to restore it, it is necessary to de-etatize allShow MoreRelatedBlack And White Lives : Reshaping And Reordering After The Civil War Essay1308 Words   |  6 PagesBlack and white lives required reshaping and reordering after the Civil War. The problems caused by the Civil War left white and black people in a social void where political and social identities would need to be redefined. The Federal Government was not capable of defining or implementing policies that would aide in the resocialization of elite whites, poor whites, and freed blacks. The Civil War caused shock, trauma and uncertainty. Ex-slaves had to define who they were in relationship to eachRead MoreMartin Luther King Jr. And Henry David Thoreau1311 Words   |  6 Pageseverything the general will†, however, it was not always the case, according to influential American authors and civil rights activis ts Dr. Martin Luther King Jr. and Henry David Thoreau. Although both of their works were written over a century apart, one cannot deny the fact that both of them successfully and nonviolently converted their ideology into action using different methods of civil disobedience. Their goal was to fight for a better just system of law and restore faith in humanity. Despite theirRead MoreGeorge Trump And Martin Luther King Jr. Essay1644 Words   |  7 Pagesorganizations and public figures hold tremendous value to society and the individuals within those societies, usually exercising great influence in how local, state and federal government conduct business. Their role as political figures in a democracy is to represent the mass public in different issues, and in order to conveyconvince? their audience to support a particular matter they use various tools such as diction, tone, and appealing to one’s ethos, pathos, and logos. A series of variables (includingRead MoreTang And Song Cultural Influences1180 Words   |  5 Pagesregarded as revered models for later generations of poets. However, Tang and Song poets clearly had different literary orientations, reflecting differences between Tang and Song societies. During the Tang period, China was open to the outside world and embraced the new and exotic, whereas Song China was a comparatively closed society that became introspective and philosophical. Tang poets were concerned with frontier adventures, embraced foreign elements, and celebrated spontaneous feelings. By contrastRead MoreSummary Of I Have A Dream And The Ballot Or The Bullet907 Words   |  4 PagesCold War or the Vietnam War? While those two events were undoubtedly important aspects of the 1960s, there was a war going on at America’s doorstep every day–the Civil Rights Movement. Throughout the 1960s, numerous civil rights activists lead even more events creating a tense and electric atmosphere on the home front. Two key men in the Civil Rights Movement, Martian Luther King Jr. and Malcolm X, were on opposite ends of the spectrum on how to deal with the injustice and inequality bestowed upon AfricanRead MoreAt College And Universities Across America, Students Are1204 Words   |  5 PagesAt college and universities across America, students are being constrained to an increased sense of political correctness. This is because students are demanding protection from microaggressions. Microaggressions are words and ideas that seem to have no malicious intent from the outside, but are viewed as a kind of violence nonetheless. Furthermore, professors now need to be concerned about trigger warnings and avoid course content if they believe it may cause a strong emotional response. For instanceRead MoreAnalysis Of Martin Luther King s Letter From Birmingham Jail940 Words   |  4 Pagesdiffer from the others. A great example of this is the Civil Rights Movement period, which is the racial tension between the blacks a nd whites. The driving forces behind this tension were in the past, but they still exist in our advanced society nowadays or maybe still affecting in the future. In Martin Luther King’s Letter from Birmingham Jail essay, he uses the racial inequality as a significant factor to strengthen his arguments. By giving his ethos, logos, and pathos to expose his credibilities, evokingRead MoreLetter From A Birmingham Jail By Martin Luther King Jr.920 Words   |  4 PagesIn his â€Å"Letter from a Birmingham Jail,† Martin Luther King Jr. makes appeals to ethos, logos, and pathos to convince the clergymen that colored people have been waiting for too long for political, economic, and social justice and freedom. He argues that it’s unfair to promise someone, or a group, for a change and not fulfill that promise. 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The Effects Of Underage Drinking On The United States

The abuse of alcohol among teenagers in the United States is universal and destructive. Teenagers believe drinking to be the cool that they must do to fit in with a crowd or become the popular one, when they do not realize all it brings is harm. Underage drinking has been one of the largest unsolved problems in history. Although many ideas have been made and put into practice, like raising the drinking age, harsher punishments, and, at one point, banning it all-together, nothing people do can stop teens from getting their hands on this dangerous beverage. In 2008, a National Institutes of Health Survey counted a total of 1.3 million children from the ages of twelve to seventeen that have experienced alcohol abuse just within the last year, and a total of 2.3 million young adults from the ages of twelve to twenty who have drunk five or more times within a single occasion. â€Å"At age twelve, 11 percent of boys and 9 percent of girls have commenced drinking, and 1 percent of them are classified as binge and heavy users. By age fourteen, the numbers are 31 and 33 percent use, respectively, and 6 percent of them are binge and heavy users. At age eighteen years, 73 percent have commenced drinking, 42 percent have used alcohol in the past month, and 39 percent are heavy users,† (Sherwood, 2012, p.1). However, the most common group in which abuses the use of alcohol is the college age. In 2007 alone, over 1800 college students were killed due to alcohol-related accidents, alongShow MoreRelatedUnderage drinking1086 Words   |  5 Pages Underage Drinking It is five o clock on a Friday night and classes are over for the weekend. The options for this evening are the kegger down the street, drinking at the bonfire, or sneaking into a bar with a fake ID. This can be a normal weekend for an underage drinker. Underage alcohol consumption can be very common in the weekly routine for many students. There are many different types of drinkers and reasons for their drinking habits. Some people may drink for social reasons and othersRead MoreThe Plague Of Underage Drinking1356 Words   |  6 PagesThe Plague of Underage Drinking â€Å"Every year in the U.S., roughly 5,000 people under the age of 21 die from an alcohol-related incident including car crashes, homicides, suicides, alcohol poisoning and other related injuries† ( â€Å"11 Facts About Alcohol Abuse†). That is 5,000 more teens or young adults that could be saved from this plague in this society (11 Facts About Alcohol Abuse). Underage drinking and alcoholism is a huge problem in the United States, and as a society need to make a change withRead MoreAlcohol Is The Drug Of Choice Among Youth1692 Words   |  7 Pagesit comes on drinking at early age. Alcohol often has a strong effect on people and throughout history, we have struggled to understand and manage the power of alcohol. However, we hardly think how much alcohol is too much for us, unless we get into any kind of trouble or shows some physical or mental effects on our health. People usually consume alcohol to celebrate, relax and socialize. It is also use as the celebrating drink during any functions or occasions. Drinking patterns oftenRead MoreEssay on Alcohol and Teens: The Effects of Teenage Drinking1520 Words   |  7 Pages When at a party, a student sees another teenager drinking a beer. 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In fact, one our four teens state that the would ride with a driver that is intoxicated (â€Å"Underage Drinking†). This shows that teenagers and not only irresponsible with alcohol, but also uniformed of the serious consequences. Although the rates of underage drinking have dropped within time, there are still ways to lower these rates more (Klass). With

Energy Climate Greenhouse - Free Essay Example

Sample details Pages: 8 Words: 2497 Downloads: 3 Date added: 2017/06/26 Category Statistics Essay Did you like this example? 2 Directives Legislation driving Energy Efficiency 2.1Introduction Don’t waste time! Our writers will create an original "Energy Climate Greenhouse" essay for you Create order The debate is ongoing, but there is now overwhelming scientific evidence that mans activities are causing significant climate change. Climate change has the potential to affect all aspects of life on earth and will have major detrimental social, economic and environmental impacts. The best response to these challenging issues is to change. Change the way we think. Change the way we act. (Get source) 2.2Background to Directives for Climate Change The International climate change agenda containing the Directives and Legislation that drives for energy efficiency began in 1992 with the United Nations Framework Convention on Climate Change (UNFCCC). The objectives of the UNFCCC were to: stabilise the atmospheric greenhouse gases at a level that would prevent dangerous interference with the climatic system, to be achieved in a time frame to ensure food production is not threatened and to enable economic development proceeds in a sustainable manner. The UNFCCC is the parent treaty of the Kyoto Protocol (1997) which was developed to implement the UNFCCC effectively and properly. (www.euroace.org/reports) Irelands relation to the Kyoto Protocol is outlined in the subsequent sub-chapter. In December 2007, the latest climate change conference took place in Bali, Indonesia and it included representatives of over 180 countries. The two week period included the sessions of the Conference of the Parties to the UNFCCC, as well as the meeting of the Parties to the Kyoto Protocol. The Bali Roadmap was adopted from the conference which charts the course for a new negotiating process to be concluded by 2009 that will lead to a post 2012 international agreement on climate change. The next meeting of the parties to the climate change convention is scheduled to take place on December 2008 in Poland. After the Kyoto Protocol was established, Europe needed to take action to succeed in cutting its greenhouse gas emissions to 8% below 1990 levels by 2008-2012, as required by the Kyoto Protocol. This action was taken by launching the European Climate Change Programme (ECCP) in June 2000 which was then ratified in October 2005. The main goal of the ECCP was to develop all of the necessary elements of an EU strategy to implement the Kyoto Protocol. From this European Climate Change Programme, the Energy Performance of Buildings Directive (EPBD 2003) was developed. This is explained in chapter 2.4 of this text. (www.euroace.org/reports) In order for Ireland to meet its Kyoto target of limiting the increase of greenhouse gas emissions to 13% above 1990 levels by 2008-2012, a National Climate Change Strategy was implemented. 2.3Ireland and the Kyoto Protocol The Kyoto Protocol was adopted to tackle the threat of climate change. It contains legally binding greenhouse gas emission targets for developed countries for the post 2000 period. The Protocol promises to move the international community one step closer to achieving the Conventions (UNFCCC) ultimate objective of preventing man-made interference with the climate system. As a first step towards tackling the threat of climate change, the United Nations Framework Convention on Climate Change (UNFCCC) required developed countries to put in place policies and measures with objectives of returning emissions of greenhouse gases to 1990 levels by the end of the decade. However, in recognition of the need to take more substantial and urgent action, industrialised or developed countries committed to reduce their combined emissions of greenhouse gases by at least 5% compared to 1990 levels by the first commitment period 2008-2012. The protocol came into force on 16 February 2005. As of November 2007, 174 parties have ratified the protocol. Of these, 36 developed countries are required to reduce greenhouse gas emissions to the levels specified for each of them in the treaty. The EU has an overall reduction target of 8% below 1990 levels and has agreed a burden sharing agreement that recognises the different economic circumstances of each member state. Irelands target is to limit the increase in its greenhouse gas emissions under the Kyoto Protocol to 13% above 1990 levels by 2008-2012. To date Ireland has struggled to get on target and at this stage looks unlikely to meet the 13% figure. With the help of the National Climate Change Strategy and the Protocol flexible mechanisms, this target may yet be achieved. The National Climate Change Strategy 2007- 2012 provides the national policy framework for addressing greenhouse gas emission reductions and ensuring that Ireland meets its target for the purpose of the Kyoto Protocol. Ireland may achieve their individual targets through domestic actions and use of flexible mechanisms provided for in the Protocol. The Government has decided that it will use the Kyoto Protocol flexible mechanisms to purchase up to 3.607 million Kyoto Units in each year of the 2008-2012 period. (www.environ.ie) 2.3.1Kyoto Protocol Flexible Mechanisms / Emissions Trading An important part of the Kyoto Protocol was the introduction of three flexible mechanisms to reduce the costs of achieving emission reductions for the member states with emission reduction or limitation targets. The mechanisms enable Parties to purchase Kyoto Units from other Parties or to invest in cost-effective opportunities to reduce emissions. While the cost of reducing emissions varies considerably between projects and between countries, the effect for the atmosphere of limiting emissions is the same no matter where the action occurs. The three mechanisms are outlined below: Joint Implementation (JI) This is provided for under Article 6 of the Protocol, and enables Parties with reduction commitments to implement projects that reduce emissions in other member states with reduction commitments, in return for credits. The tradable unit under the JI mechanism is an Emissions Reductions Unit (ERU). Clean Development Mechanism (CDM) This is provided for under Article 12 of the protocol and enables Parties with targets to participate in projects that reduce emissions in those Parties that do not have targets under the protocol. This mechanism is aimed at developing countries. Credits generated using the CDM mechanism can be used by the investing Party for compliance purposes. The tradable unit under the CDM mechanism is a Certified Emissions Reduction (CER). International Emissions Trading This is provided under Article 17 of the Kyoto Protocol and enables Parties or member states that have a greenhouse gas emissions limitation or reduction target under the Protocol to acquire Kyoto Units from those Parties that have reduced their emissions beyond their target under the Protocol. The tradable unit under emissions trading is an Assigned Amount Unit (AAU). The National Treasury Management Agency is the designated purchasing agent for Ireland and will administer and manage purchases of Kyoto Units on behalf of the Government. A dedicated Carbon Fund has been established for this purpose. All purchases will be made in accordance with the following objectives: That they contribute to the ultimate objective of the United National Framework Convention on Climate Change That risk is minimised, particularly in relation to the timely delivery of credits That they represent good value for money The National Treasury Management Agency will use the following mechanisms to purchase Kyoto Units: Direct purchase of Kyoto Units from other Kyoto Protocol member states Direct investment in joint implementation and clean development project activities Direct market purchases of Kyoto Units Any surplus Kyoto Units held by the State at the end of the 2008-2012 commitment period can be banked and used in a subsequent commitment period of the Kyoto Protocol or any successor treaty. (National Climate Change Strategy 2007-2012, Department of Environment, Heritage and Local Government) Below is a graph illustrating the total greenhouse gas emissions for all sectors of all the member states up to 2005. As we can see, Ireland is somewhat off reaching its Kyoto target. 2.4The Energy Performance of Buildings Directive (EPBD) 2.4.1Introduction Energy performance demands in the building sector within the EU range from rather demanding energy regulations and already established energy certification schemes in countries like Denmark and Germany, to the situation in countries like France and Spain with low regulation demands and without certification processes established at national level (Casal, 2006). EU legislation and policies, implemented through the Energy Performance of Building Directive (EPBD), aim to provide a more uniform approach to implementing building energy saving measures and reaching Co2 emission goals. Each member state is required to translate and implement the policies and guidelines within the context of its legal and economic framework. The EPBD was enacted by the European Union in line with the Kyoto Protocol to: reduce European building energy consumption by 10 per cent by 2010 and 20 per cent by 2020; complete energy ratings of 2 million existing buildings by 2010; and cut Co2 emissions by 45 million tonnes by 2010 (Casal, 2006). The directive is the first move to target buildings specifically to reduce emissions and overall energy consumption in the construction sector. 2.4.2Overview of the EPBD The EPBD is a legislative act of the European Union which requires member states to achieve particular results with respect to the energy performance of buildings. The directive 2002/91/EC (EPBD, 2003) of the European Parliament and Council on energy efficiency of buildings was adopted by member states and the European Parliament on 16th December 2002 and came into force on 4th January 2003. This directive is a very important legislative component of energy efficiency activities of the European Union designed to meet the Kyoto commitment. The directive concerns a large number of participants on all levels with different impacts and different motivations: designers, housing associations, architects, providers of building appliances, installation companies, building experts, owners, and tenants effectively all energy consumers in the European Union. It will greatly affect awareness of energy use in buildings, and is intended to lead to substantial increases in investments in energy efficiency measures within these buildings. The EPBD has created a great challenge for the transformation of the European building sector towards energy efficiency and the use of renewable energy resources. The 4th of January 2006 was the official deadline by which the 25 member states had to transpose the directive. 2.4.3Objectives and Requirements of EPBD The objective of the EPBD is to improve the energy performance of buildings within the community, taking into account outdoor climate conditions as well as indoor climate requirements and cost effectiveness. The directive lays down requirements regarding: The framework for a methodology of calculation of the integrated energy performance of buildings The application of minimum requirements on the energy performance of new buildings The application of minimum requirements on the energy performance of large existing buildings that are subject to major renovation The energy performance certification of buildings The regular inspection of boilers, an assessment of the heating installation in which the boilers are more than 15 years old and an inspection of air conditioning systems in buildings The requirements for experts and inspectors for the certification of buildings, the drafting of the accompanying recommendations and the inspection of boilers and air conditioning systems. The requirements of each member state are set out in the EPBD under different articles. (EPBD, 2002) 2.4.4Summary of Articles 2.4.4.1Adoption of a methodology Each member state is required to have a method of calculating the energy performance of buildings. This calculation method can be set at a national or a regional level. This is an extract of the directive on article 3: Member States shall apply a methodology, at national or regional level, of calculation of the energy performance of buildings on the basis of the general framework set out in the Annex. Parts 1 and 2 of this framework shall be adapted to technical progress in accordance with the procedure referred to in Article 14(2), taking into account standards or norms applied in member state legislation. This methodology shall be set at national or regional level. The energy performance of a building shall be expressed in a transparent manner and may include a CO2 emission indicator (EPBD, 2002) 2.4.4.2Setting of energy performance requirements These minimum requirements shall be reviewed every five years. Some categories of buildings may be exempted from the requirements. These include: Protected buildings and monuments Buildings used as places of worship Temporary buildings Residential buildings intended to be used for less than 4 months of the year Stand alone buildings with a total useful floor area of less than 50m 2.4.4.3 Setting of energy performance requirements for new buildings Each member state will set minimum energy performance requirements for new buildings. For large new buildings with a floor area of over 1000m member states should consider alternative energy systems before construction starts. These include: Decentralised energy supply systems based on renewable energy CHP (combined heat and power) District or block heating or cooling, if available Heat pumps, under certain conditions The consideration of the alternative energy systems should take technical, environmental and economic feasibility into account. 2.4.4.4 Setting of energy performance requirements for existing buildings Each member state will ensure that when buildings over 1000m undergo major renovation that their energy performance is upgraded to meet minimum requirements. The minimum standards may be applied to the whole building or limited to the renovated part. 2.4.4.5 Energy performance certificate Each member state must ensure that when a building is constructed that an energy performance certificate is made available to the owner. When a building is sold or rented out an energy performance certificate must be made available to the prospective buyer or tenant. The certificate is valid for 10 years. For buildings over 1000m occupied by public authorities, an energy certificate must be placed in a prominent place clearly visible to the public. 2.4.4.6 Independent experts Member States shall ensure that the certificate of buildings, the drafting of the accompanying recommendations and the inspection of boilers and air-conditioning systems are carried out in an independent manner by qualified or accredited experts, whether operating as sole traders or employed by public or private enterprise bodies. (EPBD, 2002) Implementing EPBD in Ireland 2.5.1Building Control Act 2007 The Building Control Act provides for the legal transposition of the EUs Energy Performance of Buildings Directive (EPBD) into Irish law. This will lead to energy efficiency becoming an important aspect of design concern for all buildings, both residential and non-residential. It is essential that the general public and companies involved in the industry understand the impact of the directive on residential and commercial property in Ireland. The Act requires that there will have to be mandatory building energy rating (BER) certificates for some buildings. This means that when a building is constructed, sold or rented out, the owner must provide a BER certificate to the prospective buyer or tenant. The BER will be accompanied by an advisory report setting out recommendations for cost-effective improvements to the energy performance of the building. This is further explained in chapter 3. The successful implementation of the directive will require that systems are in place to guarantee the day-to-day delivery of assessment and inspection services by qualified people in a way that is consistent, practical and cost efficient, and with acceptable response times that maintain levels of service in the construction and property markets. (www.lkshields.ie/htmdocs/publications/newsletters) www.sei.ie www.epbd.ie https://www.euroace.org/reports/CIBSE_EUBD.pdf Casal, X.G. (2006), Analysis of building energy regulation and certification in Europe: their role, limitations and differences, Energy and Buildings, Vol. 38 No.5, pp.381-92 Energy Performance of Buildings Directive 2002

A Research Conducted By Roberts And Blanton - 1500 Words

In a research conducted by Roberts and Blanton, they found out that the number of families in the U.S. having only child are getting higher compared to the past generations having many children. And they also discovered that this widely statistical change, draws many adversely thoughts and speculations about being an only child or having an only child through the research of Polit and Falbo (125). The main judgement is being isolated because of not having any companions at home with their age, like having siblings that they can relate to their lives. Some other negative things are about their personalities and characteristics, such as being a spoiled, selfish, aggressive, bossy, etc. and the list goes on. However, Hawke and Knoxs state in their research that there were ninety-eight percent of the surveys concluded that being an only child is a benefit. Furthermore, some of the only children commented that, â€Å"My life was more private than if I had siblings – I had my own r oom† and â€Å"I got most of the things that I wanted like band instruments and folks took me with them to Europe† (215). Aside from the advantages that every only children gets, the parents is also in favor of this because they only have one child to support and that will make them to spend less. Hereby, this stereotypical myths of people about being an only child are widely unreasonable due to the fact that many only children’s lives will be in good hands because the child s needs will be provided instantly asShow MoreRelatedPersonality Changes From Infancy And Childhood Adulthood1039 Words   |  5 Pagesdimensions (Hudson Roberts, 2014), those of which being extraversion, agreeableness, conscientiousness, emotional stability and openness to experience (Goldberg, 1993). In order to change these characteristics it has been found that particularly teenagers engage in activities they believe will change the parts of their personality they dislike, suggesting th e personality of a teenager is unstable and easily susceptible to change (Pullmann, Raudsepp, Allik, 2006). A study conducted found that collegeRead MoreCanadian Healthcare Industry : Canada2046 Words   |  9 Pagescapacity allows more patients to be seen, because the time in system is reduced. In a fast track area, nurse practitioners (NPs) in the ED, are allowed to begin some treatments and order some tests before the initial assessment, and having some tests conducted in the ED rather than transferring the patient to another department(Cooke, Wilson, Pearson, 2002). Common elements of an ED fast track system include: Selection of low acuity patients as determined by a triage system, a separate physical space dedicatedRead MoreComputer and Internet in Education13526 Words   |  55 PagesThe Impact of Home Computer Use on Children’s Activities and Development Kaveri Subrahmanyam Robert E. Kraut Patricia M. Greenfield Elisheva F. Gross â€Å"I really want to move to Antarctica—I’d want my cat and Internet access and I’d be happy.† —16-year-old HomeNet participant (1995) Kaveri Subrahmanyam, Ph.D., is assistant professor of child development at California State University, Los Angeles. Robert E. Kraut, Ph.D., is professor of social psychology and humancomputer interaction at Carnegie MellonRead MoreCollin Technologies Case Study Essay examples33525 Words   |  135 Pagesscience, standards, and technology in ways that enhance economic security and improve our quality of life. NIST carries out its mission in three cooperative programs, including the Baldrige Program. The other two are the NIST laboratories, conducting research that advances the nation’s technology infrastructure and is needed by U.S. industry to continually improve products and services; and the Hollings Manufacturing Extension Partnership, a nationwide network of local centers offering technical and businessRead MoreTop 1 Cause for Project Failure65023 Words   |  261 Pagesproject failure: There were seven state funded Research Bodies all running their own individual payroll, procurement, pensions HR functions. A decision was made to combine these functions into a shared service (SSC). A company was created that would eventually take delivery of and manage this combined service. The Research bodies were very reluctant to comply with a one size fits all arrangement. (There were research functions as diverse as Arts to Engineering and EnvironmentRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesFoundations of Organization Structure 479 v vi BRIEF CONTENTS 4 The Organization System 16 Organizational Culture 511 17 Human Resource Policies and Practices 543 18 Organizational Change and Stress Management 577 Appendix A Research in Organizational Behavior Comprehensive Cases Indexes Glindex 637 663 616 623 Contents Preface xxii 1 1 Introduction What Is Organizational Behavior? 3 The Importance of Interpersonal Skills 4 What Managers Do 5 Management

Marketing Theory Case of The Coca Cola Company Free Essays

string(66) " description of Vitamin Water as ‘nutritious’ was misleading\." Introduction This report focuses on specific marketing theory, relevant to The Coca Cola Company, marketing theory include Marketing Orientation, Marketing Mix, Marketing environment and SWOT analysis. The author will make analysis of these theories, with an application to the attitudes and marketing decisions of The Soft-Drinks Manufacturer. Marketing Orientation This is when a company takes into account its customers’ needs when making decisions concerning their services they offer and items of sale. We will write a custom essay sample on Marketing Theory Case of The Coca Cola Company or any similar topic only for you Order Now There are many benefits of doing this, as the product will more likely meet the needs of their targeted audience, therefore consumers will be more willing to by the product, there is more of a guarantee the product will sale. However in previous decades, many businesses have opted for a product-orientation approach, this is when a company is more concerned with the production of the product, and the systems that are used in its production. (The Times 100, n.d) (The Times 100, n.d) states in the recent decades many companies had preferred to be more product-orientated than customer-orientated, because of the increase in competitiveness within the market, these companies that adopted this orientation were losing out, as a company within a competitive market can only should strive to develop products that suit their audience needs, in failing to do so, they will lose customers fast in the competitive market, this demonstrates the need for products to be more consumer focused especially if a company is operating in a competitive marketing environment, if a company prides itself on the quality of its services and products, through the usage of new expensive technologies for example, then it would be understandable as to why they would continue to be product orientated. (The Times 100, n.d) Some companies are adopting both orientations, taking into account both the expectations and needs of the customer as well as the quality of product for the item of sale. According to the source, many companies like Coca-Cola are moving towards market (customer) and product orientation, in doing this Coca-Cola conduct marketing research to find out their consumer interests and desires, in finding this they will make amends to the production of their product depending on what the results show the marketing managers. (The Times 100, n.d) The marketing environment Social-cultural environment This is the environment that focuses on the understanding of their target audience; the study of this environment will help Coca-Cola understand what motivate consumers to buy their soft-drinks. Coca-Cola is also influenced by society views, for instance because of the issues surrounding the among of sugars presented in Food and Drink, and the Food Standards Agency, the production of Coca-Cola drinks now contain less sugars, and any other ingredients that are deemed artificial and bad for Health. (Brassington, Petttitt, 2007) According to sources, the Food Standard Agency had in recent years opted for Drink companies to sell their fizzy drinks in smaller quantities, this was in response to the ongoing obesity crisis in the United Kingdom. ‘Drinks with added sugar such as cans of fizzy pop, should be sold in smaller 250ml cans alongside the standard 330ml, it was recommended.’ (Smith, 2010) a study of the social-cultural environment will also lead to an understanding of the demographics. (Brassington, Petttitt, 2007) Economic/competitive This is the environment that allows companies to identify both macroeconomic and microeconomic situations in the market, the influences are different, it can affect the sources of long-term and short-term finances available to Coca-Cola, the influences can also effect the consumer demand from their customers, for instance the credit crunch had decreased the among of expenditure available to consumers. (Brassington, Petttitt, 2007) during 2008 Coca-Cola had suffered from economic influences due to the crunch, in which it was estimated that their Bottled water products were experiencing less demand, in key markets such as the US and Europe. Because of the credit crunch bottled water had experienced a high sales growth in 2007, but ‘middle-classed wallets were squeezed down by the economic downturn’. (Anon, 2008) How Coca-Cola responded to the influences. Coca-Cola has what is described as a financial muscle, the business was at the time was predicted to not be effected by the ‘economic storm’ as their international competitors, this was arguably because of their successful approach towards brand positioning, which has allowed them to still obtain promotional support, without being disrupted by the economic downturn. (Anon, 2008)Other influences that can be either positive or negative include government policy, taxation, and interest rates. (Brassington, Petttitt, 2007) Technological environment/innovation affecting Coca-Cola and many businesses in general, have had new marketing opportunities, because of the advances of technology, such influences are mostly positive, as the production and manufacturing costs of their drinks are mostly likely to have decreased. (Brassington, Pettitt, 2007) In regard to product of products, technology has also helped increase the product quality, which is important to a company such as Coca-Cola who may focus on product-orientation. For instance, the soft drink’s company experienced new technological advances which allowed them to preserve the fuzziness’ and ice-coldness each of their bottled drinks on sale, ‘By packing new technology into each bottle, so when the cap is twisted off, a mechanism inside will create ice made from the drink itself’. (Hannaford, 2007) Technology has also helped the advancement of more opportunities for promoting the Coca-Cola brand; the company has opened an online website and has been able to advertise on internet websites which would help increase brand awareness. (Brassington, Petttitt, 2007) Political regulatory influences These influences relate to the outside governmental regulatory bodies that have jurisdiction under our national and European parliament to impose restrictions and rules relating to trade and other business operations, such influences include the Advertising Standards Agency, for instance Coca-Cola had to an advertisement banned for ‘claiming it to be nutritious while it contained up to five teaspoons of sugar.’ (Sinclair, 2011)†Because Vitamin Water contained about a quarter of a consumer’s GDA (guideline daily amount) for sugar as well as the added vitamins, we considered that the description of Vitamin Water as ‘nutritious’ was misleading. You read "Marketing Theory Case of The Coca Cola Company" in category "Essay examples"† (Sinclair, 2011) this demonstrates the impact, as the company had to recall their advertising campaign. To conclude most of these regulations that have jurisdiction over Coca-Colas operates are enforced by law to ac t as regulators, other regulatory bodies include, trade associations, the EU and the local and national parliament. (Brassington, Petttitt, 2007) Marketing Mix The marketing mix strategy is a marketing tool used by many businesses, it helps managers develop their product to suit their customer needs, the tool helps the business set pricing strategies and promotional strategies which are variable, meaning that the company can make changes to their mix to match the external influences such as the economic downturn, the marketing mix is controllable itself, it allows Coca-Cola to adapt more efficiently to environmental influences of the market. (Palmer, 2009, 2004) Why is it needed? The marketing mix is needed to match the mix elements to the consumer needs; they are the ‘ingredients to achieve the desired outcome of the consumers.’ (Palmer, 2009, 2004) Each of the elements relate to one another, for instance pricing (considered the most important mix element), would largely concern the product it self, the quality of the product determines the pricing, if it is a product of high quality then the company may adopt a premium pricing strategy for example, this would also determine the promotion mix element, audiences are different, the premium pricing strategy may influence the business to target wealthy customers, who value high quality premium products or services. As well as pros, which highlight the positive things a marketing mix strategy can do for The Coca Cola Company, there are also negative aspects of it, issues which put the customer first, such as with the developments of quality services can become lost, to combat this disadvantage it is suggested that there should be an ‘adoption of a more holistic approach by marketing managers to respond to their customer needs’(Palmer, 2009), it would be recommended that managers focus on a product-led approach to marketing. (Palmer, 2009) Product For Coca-cola, their main product on offer is soft drinks. With regard to the production of the soft drink itself, the main element to their products on offer is Coca-Cola. The Coca-Cola company is an international global business, and has more than just one product within the soft-drinks market, other products include Fanta and Sprite all owned by the Coca-Cola Company. (n.d, Sharma, Kumar) Their Products on offer help the company, to motivate the consumer in purchasing the drink. It can be intangible (a service) or tangible, in this case Coca-Cola are providing tangible products. This mix will allow the Soft drinks company to moderate the quality, packaging, quantity of size, all to satisfy their consumers. The moderation is important, it allows Coca-Cola to design for instance their Packaging for different seasons, such as the Christmas season in which they make changing to the style in order to get people into the Christmas spirit, this encourage sells, it demonstrates the changes in the mix allows the company to keep up with marketing opportunities in the marketing environment, it also helps develop their brand image. (Palmer, 2009) Place (Distribution) This mix, allows The Coca Cola Company to make sure their products are available in convenient places, wherever the consumer prefers to purchase the items, it allows the company to make new distributions, if their marketing research suggest their target audience prefer to purchase their items in new places. (Palmer, 2009) This mix allows Coca Cola to amend their distributional strategies in place, depending their target audience preference. A good distributional strategy is crucial as an ineffective strategy will impact negatively on the companies’ turnover figures. In marketing distributional decisions, markets must focus on whether the costs of such distribution is affordable and how close the customers are to receiving the product. Marketing managers have an option to adopt strategies such as direct and selective distribution, Coca-Cola products are available in large supermarkets and vending machines, this indicates an intensive distribution, as it is available anywhere a t any time (24hr petrol shops) anyplace. Recommendation for efficient distributional channel Coca Cola distributes their products to a wide variety of retailers; therefore this would indicate a need for an efficient management of distribution. (Brassington, Petttitt, 2007) The company as a manufacturer would need to deal with stock controlling, transporting their soft drinks products, and finding warehouse facilities for their products. Pricing This is the most important mix of all, it is important as adopting the wrong pricing strategy would lead to a loss of profits, however a good pricing strategy, which is affordable to target customers would lead to higher turnover for The Coca Cola Company. The Pricing mix varies from other Ps, as the other mainly evolves around company expenditure decisions. The Coca-Cola Companies’ Competitive Pricing Strategy According to sources, the Coca-Cola Company currently adopts a competitive pricing strategy. (Sharma, Kumar, n.d,) this is when companies set their prices according to the current market price, The marketing had become more competitive with operating companies such as Pepsi entering the market; this forced the company to adopt a competitive pricing strategy in order to stay the cheapest in the market. In this current period, along with their competitive strategy the firm has also had to make les expenditure on their manufacturing process, and more expenditure on their advertising to keep consumer interest from rivals. (Sharma, Kumar, n.d,) Cost-Based Pricing strategy Originally they were operating within a niche market, before other competitors such a Pepsi had emerged, because of the new market for Soft drinks, the company did not have to adopt a competitive pricing strategy, instead adopting a cost-based pricing strategy, in which ‘a fixed sum or a percentage of the total cost is added (as income or profit) to the cost of the product to arrive at its selling price’. (Business Dictionary, n.d) Recommendation on Good Pricing Strategies ‘If the selling price of a product is set too high, a company may mot achieve its sales volume targets. If it is set too low, volume targets may be by achieved, but no profit earned.’ (Palmer, 2009) In order to adopt good pricing strategies, there will need to be some evidence such from marketing research as to what consumers will expect to pay. Many companies face hard pricing decisions, as pricing cannot be determined alone with the consideration of target audiences, it would be recommended that firms consider the marketing environment, as consumers’ needs changes depending on the current external environment, and the ‘interaction of market forces’. (Palmer, 2009) the pricing strategy is also variable, the company can make on-going changes to their pricing strategy, however such a minor difference can cause a significant change to revenue, e.g. Lower or higher profits. (Brassington, Petttitt, 2007) Promotion This mix is used to help with the communication of the companies brand to the customers, through sale promotional strategies, sponsorship and through (PR) Public Relations. This mix helps Coca-Cola decide on their advertising expenditure. (Palmer, 2009) Promotional Decisions The promotional strategies along with product and distributional strategy all need to be considered together in order for the company to make better decisions in their mix, it all lies down to evidence, which should give good estimations on their customers likely spending habits and where to target these customers. Coca-Cola through promotional campaigns want to demonstrate how good their brand is, this can be done through various strategies, such as personal selling (Coca-Cola Stalls at public events) , sales discounts (in shopping centres) Research has shown that, Coca-Cola tends to spend large sums on advertising, for instance in 1987 the company made an expenditure of around ?140 million, in television, radio and Printing publications. (Boy, JR, Walker, JR, 1990) This kind of mass media advertising is essential, as most of their customers are likely targeted this way, it helps keep up their brand image, and in attracting new potential customers. Free tasters are also a good strategy as the company brings out new versions of its drinks; this will lead to a new consumer base, and will help generate more loyalty. SWOT Analysis This is the study of strengths, weaknesses and threats (SWOT) This is analysis is needed so that Managers can understand the main threats and opportunities, it helps to get an overall view as to whether the business is profitable or not. It helps with the anticipation of future developments for the company. The SWOT doesn’t include assets of the business; it highlights opportunities for success and potential failure (Kotler, Wong, Saunders, Armstrong, 2005) Strengths The Coca-cola has been operating within the market for decades, it was once a niche market for the company, this indicates power-over competitors in relation to its brand image, it has been in the ‘game’ for years, and therefore, there is a high public awareness of their products. ‘Coke is the world’s largest non-alcoholic beverage company. Coke sells more than 500 brands of beverages. The company operates five geographic segments: Eurasia Africa, Europe, Latin America, North America, and Pacific.’ (Seeking Alpha, 2011) The company is still experiencing a higher profit margin, for these reasons the company has ambitions to ‘double revenue by 2020. They believe that volume will be by the fast-growing markets and improvement in North America.’ (Seeking Alpha, 2011) Weaknesses: In order for a business to survive weaknesses need to be identified and then appropriate cautions will need to be put in place so that, any weaknesses are reduced significantly so that they no longer pose a disadvantage to the company. (Kotler, Wong, Saunders, Armstrong, 2005) The Coca-Cola Company has been able to remain profitable in their many years of operating as a company. As identified before, the Advertising Standards Agency and Food Standards Agency had imposed restrictions on their advertising campaign because of the among of sugar used in their products, this demonstrates a disadvantage for the company, these restrictions could lead to lesser profits, their soft-drinks generally aren’t good for their consumers. For these reasons the company may experience negative publicity which would be a disadvantage. Opportunities: New markets: The Coca Cola had begun operating in the bottled water market, because of the growth, in which the UK market for bottled water alone has an estimation of near to ?1.4 billion. (British Bottled Water, 2009) this is an opportunity because it opens the company to new audiences increasing their brand image. Threats: There are many threats that are imposed upon organisations, such as the ability of Pepsi, (Coca-Cola’s closet rival), to take over the Soft-Drinks industry. The fact that Coca-Cola has to adopt a competitive pricing strategy shows that there is major competition within the market. Other substituting non-alcoholic beverages also pose a threat to the company; such products sold by Starbucks can threaten the profitability of the soft-drinks company. With the ongoing regulations imposed by the Food Standards Agency and (ASA) consumer may put their health first and choose healthier soft-drink alternatives, which would cause a lowering of turnover for the company. The fact that there are competitive pricing strategies between the likes of their rivals Pepsi also imposes the likeliness of customers ignoring both companies and choosing even cheaper alternatives such as Sainsbury’s and Asda branded Cola.(Kotler, Wong, Saunders, Armstrong, 2005) Brand management Coca-Cola company main asset is their brand image, it is important in retaining their customers. Brand management involves the enhancing of ones brand, keeping customer interest and expanding to new audiences. To do this requires a lot of attention to the customers, getting them to remember the ‘name, term, sign, symbol design or a combination of these that identifies the maker or seller of the product or service.’ (Kotler, Wong, Saunders, Armstrong, 2005) Brand management is needed, as it increases a company’s ability to get a consumer to add and worship its name and value its quality of product, fending off other competitors by teaching the customer, that their brand is better. There is also an advantage for suppliers, it allows them to Coca Cola understands the importance of its brand image, through the overly use of promotional campaigns and various attempts at direct, and personal selling. It has been said the firm prefer to spend more on its promotional campaigns than its manufacturing costs. The firm has generated a brand image through its logo, which evidently always uses the colour red, in doing this they are reminding customers of their existence whilist increasing their awareness. Branding strategies The Coca-Cola Company has introduced major soft-drink of different kinds into the market, each kind has a different image, and this demonstrates an individual branding strategy, through the usage of new brand names for the various new products they have introduced over the years. There are many advantages in doing this, it increases their audience and allows the company to work on new brands, however these new products such as Fanta do not include the original branding, and therefore it could lead to their loyal customers forgetting the Coca-Cola image. Conclusion To conclude, The Coca Cola company has implemented good strategies, the managers of the company clearly understand the importance of meeting its customer needs, and enhancing its brand image to retain and remind customers of its good brand, hence the need for such a large expenditure on promotional campaigns, it utilizes the marketing mix well, through the adoption of competitor pricing strategy, it realizes its success can be easily threatened by competitors such as Pepsi, and substitute non-alcoholic beverages such as Coffee and tea. Through its current attitudes and good usage of the marketing mix variables, it is certain this business will continue to dominate and likely double their revenue as they have plan to do so by 2020, however external influences such as social cultural and economic influences could lead to a failure, regulatory bodies imposing restrictions could stop the business from reaching its potential if it continues on producing ‘misleading’ adverti sements, however the worldwide recognition of its branding and along with individual brand images, this demonstrates the business has the potential to reach their goal. Reference and Bibliography Books: Palmer, A (2009) Introduction to Marketing. Oxford University Press Brassington, F Pettitt, S Essentials of Marketing, FT Prentice Hall 2nd edititon Doyle, P. Marketing Management and Strategy, Prentice Hall Kotler, P. (2006) Marketing Management Prentice Hall 12th Edition Boyd, W. H, Walker, C. (1990) Marketing Management: A strategic Approach International Student Edition IRWIN publishing Kotler, P, Wong, V, Saunders, J, Armstrong, G (2005) Principles of Marketing 4th European Edition Published by Pearson prentice Hall Internet Sources: The Times 100 ‘Market and Product Orientation’ http://www.thetimes100.co.uk/theory/theory–market-product-orientation–211.php [Accessed March 25th 2011] Smith, R (2010) ‘Sell fizzy pop in smaller cans: Food Standards Agency’ http://www.telegraph.co.uk/health/healthnews/7527712/Sell-fizzy-pop-in-smaller-cans-Food-Standards-Agency.html {Accessed March 25th 2011] anon, 2008 Focus – Leading water brands hit by credit crunch http://www.just-drinks.com/analysis/focus-leading-water-brands-hit-by-credit-crunch_id95738.aspx {Accessed March 25th 2011] Sinclair, L (2011) ‘Coca-Cola in Hot Water Over Nutritious Ad’{Accessed March 25th 2011] Hannaford, K (2007) ‘New Technology by Coca-Cola allows ice-cubes to form in bottles of Sprite: TEC’ http://www.techdigest.tv/2007/09/new_technology_1.html {Accessed March 25th 2011] Sharma, S Kumar, S (n.d) 4ps Analysis of Nestle and Cadbury Dairy Milk Pvt. Ltd. Delhi Business School {Accessed March 25th 2011] http://www.scribd.com/doc/31376062/MARKET-SEGMENTATION-AN [Accessed 1st April 2011] Anon, n.d â€Å"Coca-Cola Case Study.† 123HelpMe.com. [Accessed 1st Apr 2011] . Seeking Alpha (2011) ‘Just One Stock: Returns, Cash Flow, Emerging-Market Potential for Coke’s World-Class Beverage Brand†http://seekingalpha.com/article/263186-just-one-stock-returns-cash-flow-emerging-market-potential-for-coke-s-world-class-beverage-brand [Accessed 1st Apr 2011] British Bottled Water (2009) http://www.britishbottledwater.org/vitalstats.html [Accessed 1st Apr 2011] http://www.scribd.com/doc/16945054/marketing-plan-of-coca-cola [Accessed 1st Apr 2011] http://www.scribd.com/doc/9995196/Swot-Analysis-of-Coca-Cola [Accessed 1st April 2011] How to cite Marketing Theory Case of The Coca Cola Company, Essay examples

Marketing Theory Case of The Coca Cola Company Free Essays

string(66) " description of Vitamin Water as ‘nutritious’ was misleading\." Introduction This report focuses on specific marketing theory, relevant to The Coca Cola Company, marketing theory include Marketing Orientation, Marketing Mix, Marketing environment and SWOT analysis. The author will make analysis of these theories, with an application to the attitudes and marketing decisions of The Soft-Drinks Manufacturer. Marketing Orientation This is when a company takes into account its customers’ needs when making decisions concerning their services they offer and items of sale. We will write a custom essay sample on Marketing Theory Case of The Coca Cola Company or any similar topic only for you Order Now There are many benefits of doing this, as the product will more likely meet the needs of their targeted audience, therefore consumers will be more willing to by the product, there is more of a guarantee the product will sale. However in previous decades, many businesses have opted for a product-orientation approach, this is when a company is more concerned with the production of the product, and the systems that are used in its production. (The Times 100, n.d) (The Times 100, n.d) states in the recent decades many companies had preferred to be more product-orientated than customer-orientated, because of the increase in competitiveness within the market, these companies that adopted this orientation were losing out, as a company within a competitive market can only should strive to develop products that suit their audience needs, in failing to do so, they will lose customers fast in the competitive market, this demonstrates the need for products to be more consumer focused especially if a company is operating in a competitive marketing environment, if a company prides itself on the quality of its services and products, through the usage of new expensive technologies for example, then it would be understandable as to why they would continue to be product orientated. (The Times 100, n.d) Some companies are adopting both orientations, taking into account both the expectations and needs of the customer as well as the quality of product for the item of sale. According to the source, many companies like Coca-Cola are moving towards market (customer) and product orientation, in doing this Coca-Cola conduct marketing research to find out their consumer interests and desires, in finding this they will make amends to the production of their product depending on what the results show the marketing managers. (The Times 100, n.d) The marketing environment Social-cultural environment This is the environment that focuses on the understanding of their target audience; the study of this environment will help Coca-Cola understand what motivate consumers to buy their soft-drinks. Coca-Cola is also influenced by society views, for instance because of the issues surrounding the among of sugars presented in Food and Drink, and the Food Standards Agency, the production of Coca-Cola drinks now contain less sugars, and any other ingredients that are deemed artificial and bad for Health. (Brassington, Petttitt, 2007) According to sources, the Food Standard Agency had in recent years opted for Drink companies to sell their fizzy drinks in smaller quantities, this was in response to the ongoing obesity crisis in the United Kingdom. ‘Drinks with added sugar such as cans of fizzy pop, should be sold in smaller 250ml cans alongside the standard 330ml, it was recommended.’ (Smith, 2010) a study of the social-cultural environment will also lead to an understanding of the demographics. (Brassington, Petttitt, 2007) Economic/competitive This is the environment that allows companies to identify both macroeconomic and microeconomic situations in the market, the influences are different, it can affect the sources of long-term and short-term finances available to Coca-Cola, the influences can also effect the consumer demand from their customers, for instance the credit crunch had decreased the among of expenditure available to consumers. (Brassington, Petttitt, 2007) during 2008 Coca-Cola had suffered from economic influences due to the crunch, in which it was estimated that their Bottled water products were experiencing less demand, in key markets such as the US and Europe. Because of the credit crunch bottled water had experienced a high sales growth in 2007, but ‘middle-classed wallets were squeezed down by the economic downturn’. (Anon, 2008) How Coca-Cola responded to the influences. Coca-Cola has what is described as a financial muscle, the business was at the time was predicted to not be effected by the ‘economic storm’ as their international competitors, this was arguably because of their successful approach towards brand positioning, which has allowed them to still obtain promotional support, without being disrupted by the economic downturn. (Anon, 2008)Other influences that can be either positive or negative include government policy, taxation, and interest rates. (Brassington, Petttitt, 2007) Technological environment/innovation affecting Coca-Cola and many businesses in general, have had new marketing opportunities, because of the advances of technology, such influences are mostly positive, as the production and manufacturing costs of their drinks are mostly likely to have decreased. (Brassington, Pettitt, 2007) In regard to product of products, technology has also helped increase the product quality, which is important to a company such as Coca-Cola who may focus on product-orientation. For instance, the soft drink’s company experienced new technological advances which allowed them to preserve the fuzziness’ and ice-coldness each of their bottled drinks on sale, ‘By packing new technology into each bottle, so when the cap is twisted off, a mechanism inside will create ice made from the drink itself’. (Hannaford, 2007) Technology has also helped the advancement of more opportunities for promoting the Coca-Cola brand; the company has opened an online website and has been able to advertise on internet websites which would help increase brand awareness. (Brassington, Petttitt, 2007) Political regulatory influences These influences relate to the outside governmental regulatory bodies that have jurisdiction under our national and European parliament to impose restrictions and rules relating to trade and other business operations, such influences include the Advertising Standards Agency, for instance Coca-Cola had to an advertisement banned for ‘claiming it to be nutritious while it contained up to five teaspoons of sugar.’ (Sinclair, 2011)†Because Vitamin Water contained about a quarter of a consumer’s GDA (guideline daily amount) for sugar as well as the added vitamins, we considered that the description of Vitamin Water as ‘nutritious’ was misleading. You read "Marketing Theory Case of The Coca Cola Company" in category "Essay examples"† (Sinclair, 2011) this demonstrates the impact, as the company had to recall their advertising campaign. To conclude most of these regulations that have jurisdiction over Coca-Colas operates are enforced by law to ac t as regulators, other regulatory bodies include, trade associations, the EU and the local and national parliament. (Brassington, Petttitt, 2007) Marketing Mix The marketing mix strategy is a marketing tool used by many businesses, it helps managers develop their product to suit their customer needs, the tool helps the business set pricing strategies and promotional strategies which are variable, meaning that the company can make changes to their mix to match the external influences such as the economic downturn, the marketing mix is controllable itself, it allows Coca-Cola to adapt more efficiently to environmental influences of the market. (Palmer, 2009, 2004) Why is it needed? The marketing mix is needed to match the mix elements to the consumer needs; they are the ‘ingredients to achieve the desired outcome of the consumers.’ (Palmer, 2009, 2004) Each of the elements relate to one another, for instance pricing (considered the most important mix element), would largely concern the product it self, the quality of the product determines the pricing, if it is a product of high quality then the company may adopt a premium pricing strategy for example, this would also determine the promotion mix element, audiences are different, the premium pricing strategy may influence the business to target wealthy customers, who value high quality premium products or services. As well as pros, which highlight the positive things a marketing mix strategy can do for The Coca Cola Company, there are also negative aspects of it, issues which put the customer first, such as with the developments of quality services can become lost, to combat this disadvantage it is suggested that there should be an ‘adoption of a more holistic approach by marketing managers to respond to their customer needs’(Palmer, 2009), it would be recommended that managers focus on a product-led approach to marketing. (Palmer, 2009) Product For Coca-cola, their main product on offer is soft drinks. With regard to the production of the soft drink itself, the main element to their products on offer is Coca-Cola. The Coca-Cola company is an international global business, and has more than just one product within the soft-drinks market, other products include Fanta and Sprite all owned by the Coca-Cola Company. (n.d, Sharma, Kumar) Their Products on offer help the company, to motivate the consumer in purchasing the drink. It can be intangible (a service) or tangible, in this case Coca-Cola are providing tangible products. This mix will allow the Soft drinks company to moderate the quality, packaging, quantity of size, all to satisfy their consumers. The moderation is important, it allows Coca-Cola to design for instance their Packaging for different seasons, such as the Christmas season in which they make changing to the style in order to get people into the Christmas spirit, this encourage sells, it demonstrates the changes in the mix allows the company to keep up with marketing opportunities in the marketing environment, it also helps develop their brand image. (Palmer, 2009) Place (Distribution) This mix, allows The Coca Cola Company to make sure their products are available in convenient places, wherever the consumer prefers to purchase the items, it allows the company to make new distributions, if their marketing research suggest their target audience prefer to purchase their items in new places. (Palmer, 2009) This mix allows Coca Cola to amend their distributional strategies in place, depending their target audience preference. A good distributional strategy is crucial as an ineffective strategy will impact negatively on the companies’ turnover figures. In marketing distributional decisions, markets must focus on whether the costs of such distribution is affordable and how close the customers are to receiving the product. Marketing managers have an option to adopt strategies such as direct and selective distribution, Coca-Cola products are available in large supermarkets and vending machines, this indicates an intensive distribution, as it is available anywhere a t any time (24hr petrol shops) anyplace. Recommendation for efficient distributional channel Coca Cola distributes their products to a wide variety of retailers; therefore this would indicate a need for an efficient management of distribution. (Brassington, Petttitt, 2007) The company as a manufacturer would need to deal with stock controlling, transporting their soft drinks products, and finding warehouse facilities for their products. Pricing This is the most important mix of all, it is important as adopting the wrong pricing strategy would lead to a loss of profits, however a good pricing strategy, which is affordable to target customers would lead to higher turnover for The Coca Cola Company. The Pricing mix varies from other Ps, as the other mainly evolves around company expenditure decisions. The Coca-Cola Companies’ Competitive Pricing Strategy According to sources, the Coca-Cola Company currently adopts a competitive pricing strategy. (Sharma, Kumar, n.d,) this is when companies set their prices according to the current market price, The marketing had become more competitive with operating companies such as Pepsi entering the market; this forced the company to adopt a competitive pricing strategy in order to stay the cheapest in the market. In this current period, along with their competitive strategy the firm has also had to make les expenditure on their manufacturing process, and more expenditure on their advertising to keep consumer interest from rivals. (Sharma, Kumar, n.d,) Cost-Based Pricing strategy Originally they were operating within a niche market, before other competitors such a Pepsi had emerged, because of the new market for Soft drinks, the company did not have to adopt a competitive pricing strategy, instead adopting a cost-based pricing strategy, in which ‘a fixed sum or a percentage of the total cost is added (as income or profit) to the cost of the product to arrive at its selling price’. (Business Dictionary, n.d) Recommendation on Good Pricing Strategies ‘If the selling price of a product is set too high, a company may mot achieve its sales volume targets. If it is set too low, volume targets may be by achieved, but no profit earned.’ (Palmer, 2009) In order to adopt good pricing strategies, there will need to be some evidence such from marketing research as to what consumers will expect to pay. Many companies face hard pricing decisions, as pricing cannot be determined alone with the consideration of target audiences, it would be recommended that firms consider the marketing environment, as consumers’ needs changes depending on the current external environment, and the ‘interaction of market forces’. (Palmer, 2009) the pricing strategy is also variable, the company can make on-going changes to their pricing strategy, however such a minor difference can cause a significant change to revenue, e.g. Lower or higher profits. (Brassington, Petttitt, 2007) Promotion This mix is used to help with the communication of the companies brand to the customers, through sale promotional strategies, sponsorship and through (PR) Public Relations. This mix helps Coca-Cola decide on their advertising expenditure. (Palmer, 2009) Promotional Decisions The promotional strategies along with product and distributional strategy all need to be considered together in order for the company to make better decisions in their mix, it all lies down to evidence, which should give good estimations on their customers likely spending habits and where to target these customers. Coca-Cola through promotional campaigns want to demonstrate how good their brand is, this can be done through various strategies, such as personal selling (Coca-Cola Stalls at public events) , sales discounts (in shopping centres) Research has shown that, Coca-Cola tends to spend large sums on advertising, for instance in 1987 the company made an expenditure of around ?140 million, in television, radio and Printing publications. (Boy, JR, Walker, JR, 1990) This kind of mass media advertising is essential, as most of their customers are likely targeted this way, it helps keep up their brand image, and in attracting new potential customers. Free tasters are also a good strategy as the company brings out new versions of its drinks; this will lead to a new consumer base, and will help generate more loyalty. SWOT Analysis This is the study of strengths, weaknesses and threats (SWOT) This is analysis is needed so that Managers can understand the main threats and opportunities, it helps to get an overall view as to whether the business is profitable or not. It helps with the anticipation of future developments for the company. The SWOT doesn’t include assets of the business; it highlights opportunities for success and potential failure (Kotler, Wong, Saunders, Armstrong, 2005) Strengths The Coca-cola has been operating within the market for decades, it was once a niche market for the company, this indicates power-over competitors in relation to its brand image, it has been in the ‘game’ for years, and therefore, there is a high public awareness of their products. ‘Coke is the world’s largest non-alcoholic beverage company. Coke sells more than 500 brands of beverages. The company operates five geographic segments: Eurasia Africa, Europe, Latin America, North America, and Pacific.’ (Seeking Alpha, 2011) The company is still experiencing a higher profit margin, for these reasons the company has ambitions to ‘double revenue by 2020. They believe that volume will be by the fast-growing markets and improvement in North America.’ (Seeking Alpha, 2011) Weaknesses: In order for a business to survive weaknesses need to be identified and then appropriate cautions will need to be put in place so that, any weaknesses are reduced significantly so that they no longer pose a disadvantage to the company. (Kotler, Wong, Saunders, Armstrong, 2005) The Coca-Cola Company has been able to remain profitable in their many years of operating as a company. As identified before, the Advertising Standards Agency and Food Standards Agency had imposed restrictions on their advertising campaign because of the among of sugar used in their products, this demonstrates a disadvantage for the company, these restrictions could lead to lesser profits, their soft-drinks generally aren’t good for their consumers. For these reasons the company may experience negative publicity which would be a disadvantage. Opportunities: New markets: The Coca Cola had begun operating in the bottled water market, because of the growth, in which the UK market for bottled water alone has an estimation of near to ?1.4 billion. (British Bottled Water, 2009) this is an opportunity because it opens the company to new audiences increasing their brand image. Threats: There are many threats that are imposed upon organisations, such as the ability of Pepsi, (Coca-Cola’s closet rival), to take over the Soft-Drinks industry. The fact that Coca-Cola has to adopt a competitive pricing strategy shows that there is major competition within the market. Other substituting non-alcoholic beverages also pose a threat to the company; such products sold by Starbucks can threaten the profitability of the soft-drinks company. With the ongoing regulations imposed by the Food Standards Agency and (ASA) consumer may put their health first and choose healthier soft-drink alternatives, which would cause a lowering of turnover for the company. The fact that there are competitive pricing strategies between the likes of their rivals Pepsi also imposes the likeliness of customers ignoring both companies and choosing even cheaper alternatives such as Sainsbury’s and Asda branded Cola.(Kotler, Wong, Saunders, Armstrong, 2005) Brand management Coca-Cola company main asset is their brand image, it is important in retaining their customers. Brand management involves the enhancing of ones brand, keeping customer interest and expanding to new audiences. To do this requires a lot of attention to the customers, getting them to remember the ‘name, term, sign, symbol design or a combination of these that identifies the maker or seller of the product or service.’ (Kotler, Wong, Saunders, Armstrong, 2005) Brand management is needed, as it increases a company’s ability to get a consumer to add and worship its name and value its quality of product, fending off other competitors by teaching the customer, that their brand is better. There is also an advantage for suppliers, it allows them to Coca Cola understands the importance of its brand image, through the overly use of promotional campaigns and various attempts at direct, and personal selling. It has been said the firm prefer to spend more on its promotional campaigns than its manufacturing costs. The firm has generated a brand image through its logo, which evidently always uses the colour red, in doing this they are reminding customers of their existence whilist increasing their awareness. Branding strategies The Coca-Cola Company has introduced major soft-drink of different kinds into the market, each kind has a different image, and this demonstrates an individual branding strategy, through the usage of new brand names for the various new products they have introduced over the years. There are many advantages in doing this, it increases their audience and allows the company to work on new brands, however these new products such as Fanta do not include the original branding, and therefore it could lead to their loyal customers forgetting the Coca-Cola image. Conclusion To conclude, The Coca Cola company has implemented good strategies, the managers of the company clearly understand the importance of meeting its customer needs, and enhancing its brand image to retain and remind customers of its good brand, hence the need for such a large expenditure on promotional campaigns, it utilizes the marketing mix well, through the adoption of competitor pricing strategy, it realizes its success can be easily threatened by competitors such as Pepsi, and substitute non-alcoholic beverages such as Coffee and tea. Through its current attitudes and good usage of the marketing mix variables, it is certain this business will continue to dominate and likely double their revenue as they have plan to do so by 2020, however external influences such as social cultural and economic influences could lead to a failure, regulatory bodies imposing restrictions could stop the business from reaching its potential if it continues on producing ‘misleading’ adverti sements, however the worldwide recognition of its branding and along with individual brand images, this demonstrates the business has the potential to reach their goal. Reference and Bibliography Books: Palmer, A (2009) Introduction to Marketing. Oxford University Press Brassington, F Pettitt, S Essentials of Marketing, FT Prentice Hall 2nd edititon Doyle, P. Marketing Management and Strategy, Prentice Hall Kotler, P. (2006) Marketing Management Prentice Hall 12th Edition Boyd, W. H, Walker, C. (1990) Marketing Management: A strategic Approach International Student Edition IRWIN publishing Kotler, P, Wong, V, Saunders, J, Armstrong, G (2005) Principles of Marketing 4th European Edition Published by Pearson prentice Hall Internet Sources: The Times 100 ‘Market and Product Orientation’ http://www.thetimes100.co.uk/theory/theory–market-product-orientation–211.php [Accessed March 25th 2011] Smith, R (2010) ‘Sell fizzy pop in smaller cans: Food Standards Agency’ http://www.telegraph.co.uk/health/healthnews/7527712/Sell-fizzy-pop-in-smaller-cans-Food-Standards-Agency.html {Accessed March 25th 2011] anon, 2008 Focus – Leading water brands hit by credit crunch http://www.just-drinks.com/analysis/focus-leading-water-brands-hit-by-credit-crunch_id95738.aspx {Accessed March 25th 2011] Sinclair, L (2011) ‘Coca-Cola in Hot Water Over Nutritious Ad’{Accessed March 25th 2011] Hannaford, K (2007) ‘New Technology by Coca-Cola allows ice-cubes to form in bottles of Sprite: TEC’ http://www.techdigest.tv/2007/09/new_technology_1.html {Accessed March 25th 2011] Sharma, S Kumar, S (n.d) 4ps Analysis of Nestle and Cadbury Dairy Milk Pvt. Ltd. Delhi Business School {Accessed March 25th 2011] http://www.scribd.com/doc/31376062/MARKET-SEGMENTATION-AN [Accessed 1st April 2011] Anon, n.d â€Å"Coca-Cola Case Study.† 123HelpMe.com. [Accessed 1st Apr 2011] . Seeking Alpha (2011) ‘Just One Stock: Returns, Cash Flow, Emerging-Market Potential for Coke’s World-Class Beverage Brand†http://seekingalpha.com/article/263186-just-one-stock-returns-cash-flow-emerging-market-potential-for-coke-s-world-class-beverage-brand [Accessed 1st Apr 2011] British Bottled Water (2009) http://www.britishbottledwater.org/vitalstats.html [Accessed 1st Apr 2011] http://www.scribd.com/doc/16945054/marketing-plan-of-coca-cola [Accessed 1st Apr 2011] http://www.scribd.com/doc/9995196/Swot-Analysis-of-Coca-Cola [Accessed 1st April 2011] How to cite Marketing Theory Case of The Coca Cola Company, Essay examples

Skills Used in Project Management Life Cycle- myassignmenthelp.com

Question: Write about theSkills Used in Project Management Life Cycle. Answer: The study has done on the case study of Software Project Management Life Cycle. The project manager of an Information Technology Industry has the quality of leadership style that it follows for successful completion of a projects. With the knowledge and style of leadership the Software manager of the project solves communication problem with the project team members (DuBois et al. 2015). It was difficult for the team to effectively communicate with other members of the team. So the employee decides to input and survey with the project manager to let him understand and know the environment in a better manner. The transformation or the visionary style of the manager has inspired the team to share the vision of the future (Brown, Wolski and Richardson 2015). The project manager has shown that it speaks frequently in the public, motivate the team by delivering a proper and clear statement that the employees can understand, hold meetings with the team on weekly basis to understand the req uirement that the project have and effectively improve the communication. The problem started to get solve more easily when team members start to create harmony in a small group (Ahern, Leavy and Byrne 2014). When the projects are operating in a complex environment, the project manager accommodate the leadership to handle the situation and solve the problem accordingly. Finally, the leader makes a sound decision and get done things by their team member. Thus, the cooperation between the project manager and the cooperation within the team has bring a successful completion of the project. References Ahern, T., Leavy, B. and Byrne, P.J., 2014. Complex project management as complex problem solving: A distributed knowledge management perspective. International Journal of Project Management, 32(8), pp.1371-1381. Brown, R.A., Wolski, M. and Richardson, J., 2015. Developing new skills for research support librarians. The Australian library journal, 64(3), pp.224-234. DuBois, M., Hanlon, J., Koch, J., Nyatuga, B. and Kerr, N., 2015. Leadership styles of effective project managers: Techniques and traits to lead high performance teams. Journal of Economic Development, Management, IT, Finance, and Marketing, 7(1), p.30.

Marketing and Management Organisational Discipline

Question: Discuss about the Marketing and Management for Organisational Discipline. Answer: Introduction Marketing management is defined as the organizational discipline that mainly focuses on the methodologies and techniques inside the organizations, practical application of marketing orientation and on the management of the marketing activities and resources of an organization (Kotler et al. 2015). The globalization has lead several organizations to market their products and services beyond the borders of their native country and has made the international marketing a common factor in the marketing strategies of every firm (De Mooij 2013). It has been found that the marketing managers are more responsible for influencing the timing, level and composition of the demand of customers. Nowadays, it has been found that the labeling and packing plays a vital role in the marketing industry as proper labeling and attractive packaging helps an organization to earn more profit by attracting more customers to the firm (Homburg, Kuester and Krohmer 2013). On the other hand, proper packaging helps to protect the products or goods from any breakage or damage, thus, both packaging and labeling plays an important role in running the organization successfully (Perreault Jr, Cannon and McCarthy 2013). However, it has been found that within the country Australia, various issues regarding both labeling and packaging have been identified that affects the marketing sector adversely. Labeling and Packaging Labeling is defined as the display of information regarding the particular product on its packaging, container or the product itself (Jobber and Ellis-Chadwick 2012). For various types of customers and industrial products, the extent and the type of information that should be represented by a label is generally governed by the shipping and relevant safety laws. On the other hand, packaging is defined as the technology that encloses or protects the goods or products from the external environment, any type of breakages or damages for distributing, selling, using and storing them properly. In addition to this, packaging is also referred as the process of evaluating, producing and designing the packages (Wilson et al. 2012). The main functions of packaging are to contain, to protect, to preserve, to inform, to sell and also to transport. In addition to these, packaging promotes the products, provides additional value and differentiation, helps in attracting and also facilitates in purchasing decision. However, the labeling and packaging have various functions and plays important role in an organization in order to attract more customers and to earn more profit. It has been found that recently various issues regarding the process of labeling and packaging have been identified in Australia. Issues of Labeling and Country of Origin There are several issues regarding the packaging and labeling of food products and also the country of origin. Based on the four articles found in The Sydney Morning Herald, Nick Xenophon, Independent Senator for South Australia, The Sydney Morning Herald and Choice respectively, the problems about the food packaging have been analyzed. On the contrary, the problems regarding food labeling and packaging and the country of origin can be better understood. The first article is regarding the outbreak of Hepatitis A in Australia due to the import of frozen berries. The Abbott government acted as the country of origin i.e. the frozen berries were imported from China (The Sydney Morning Herald 2016). The name of this nation is easily found for proper labeling. It has been found that whenever the Australian people suffer due to imported foods, they wanted to know about the country which have imported the food and also about the food. Therefore, Mr. Abbott started to reject labeling of foods and a complete overhaul of testing and stated that it is the food businesses responsibility not to provide poison in the food and also not to poison the customers minds. Thus, balancing act plays the vital role as it does not hurt the business along with the changes that take place in the present society. The nations government planned to put extra requirements in food business which might act as a punishment for the firm by making the life complicated a nd this might give rise to unreasonable prices. People of the nation wanted tougher laws about the country of origin labeling, as it has been founded that 18 people were attacked by hepatitis A due to the consumption of frozen Patties berries (The Sydney Morning Herald 2016). The reason behind this is that the berries were assumed to be contaminated and were imported from China. The recent labels make the consumers confused and also made uncertain regarding the country of origin. Therefore, the display of labels has been changed and this helps the consumers to differentiate easily between the imported and local ingredients (Foodstandards.gov.au. 2016). However, the display of label that was made in Australia was not appreciated by the consumers as it indicates both the food products which have been grown in and outside Australia (The Sydney Morning Herald 2016). Therefore, a compulsory and simple diagrammatic thing was implemented along with it, the percentage of imported ingredient s and Australian grown ingredients should be separately mentioned on the labeling of packaging. Therefore, the Greens have been called for tougher laws about the labeling to the Parliament. The second article is regarding the scandal of food labeling in Australia that has been quoted from Nick Xenophon, Independent Senator for South Australia. Generally the laws of Australia regarding labeling tend to mislead as these do not allow the consumers to know about the origins of food. Presently, the rule for describing a good is Made in Australia that means 51% of total value of food products have been transformed in Australia (Nickxenophon.com.au. 2016). It took place with the palm oil as its production causes deforestation in south-eastern part of Asia and causes death of Orangutans. The recent labeling law seemed to be a bad indicator for both consumers and farmers in Australia, as people of Australia prefer more to buy local food than imported ones or the food substances that are mixture of local and imported materials. It has been found that 89% of Australian people believe that local food products are healthier and fresher than imported ones (Nickxenophon.com.au. 2016). Thus, it can be said that the Australian people mainly prefer to purchase and support local food items but the politicians gave in to industry supplicants. The third article states that almost half of the snack food products that are labeled as natural are considered as unhealthy. It has been found that over 60% of Australians prefer to purchase drinks or food that are described as natural though the survey has reported that most of the food products labeled natural are unhealthy (The Sydney Morning Herald 2016). 331 supermarket foods that are marked as natural were analyzed by the public health group LiveLighter and founded that 47% of the food products do not fall into one of five core food category (The Sydney Morning Herald 2016). As per the survey, it has been found that the products like Lollies, chips, muesli bars, biscuits, snack bars, crackers and tomato ketchup were among those products that display the words natures, nature or natural on their packaging but are unhealthy in actual (Foodlabellingreview.gov.au. 2016). The reason behind this is that the words like natures, nature or natural might mean less-processed, fewer ingre dients in some of the products or made locally. However, it has been found that most of these products contain high in saturated fat, salt and sugar, which are awful for health. The fourth article is regarding fake oregano in the spice rack. It has been found that Choice has identified food fraud within the supply chain of oregano, where only 5 out of total 12 samples were 100% oregano and remaining was fraud, as they were consisted of sumac leaves and olive leaves (Choice 2016). It has also been reported that in the last year in the U.K., 25% of the samples of oregano were adulterated (Choice 2016). In Australia, sample examination of total 12 different brands of oregano were done by collecting these samples from supermarkets, delis and grocers in Perth, Sydney and Melbourne (Choice 2016). This unique screening test resulted that adulterated oregano are produced by the brands like Master of Spices, Spice Co, Stonemill, Hoyts, Spencers, Menora and G Fresh. It has been found that ingredients other than oregano made up about 50% to 90% of the adulterated samples (Choice 2016). The reason behind this adulteration is still not known but it can be assumed that l ike the case of saffron fraud, the brands adulterated the oregano to make it a lower quality product and to earn a huge financial gain from this. In addition to this, in order to meet the demand of the customers, adulteration might have taken place or due to crop failure. It has been found that in 2015, people of Australia have spent about $115 million on spices and herbs as per the Retail World Annual Report and Oregano is considered as the staple food in the spice rack for most of the Australians (Choice 2016). Thus, the incidents of adulteration in the food industry should be abolished that take place by holding the hands of labeling and packaging. Conclusion Therefore, it can be concluded that the country Australia should modify its laws, rules and regulations regarding labeling and packaging in order to put stop to adulteration. In addition to this, the highlighted words like natural, natures or nature on the packaging of the food products also cause harm to human health. The laws of Australia regarding labeling should be changed in order to protect the consumers from harmful diseases like Hepatitis A that spread among the Australians due to the import of frozen berries from China. Thus, food businesses should follow all the new laws of labeling in order to maintain a healthy environment within the country. References Choice. 2016.Oregano fraud in Australia - CHOICE. [online] Available at: https://www.choice.com.au/oregano [Accessed 6 Sep. 2016]. De Mooij, M., 2013.Global marketing and advertising: Understanding cultural paradoxes. Sage Publications. Foodlabellingreview.gov.au. 2016.Food Labelling - Review of Food Labelling Law and Policy. [online] Available at: https://www.foodlabellingreview.gov.au/ [Accessed 6 Sep. 2016]. Foodstandards.gov.au. 2016.Food Standards Australia New Zealand. [online] Available at: https://www.foodstandards.gov.au/ [Accessed 6 Sep. 2016]. Homburg, C., Kuester, S. and Krohmer, H., 2013.Marketing management: A contemporary perspective. McGraw-Hill Higher Education. Jobber, D. and Ellis-Chadwick, F., 2012.Principles and practice of marketing(No. 7th). McGraw-Hill Higher Education. Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015.Marketing. Pearson Higher Education AU. Nickxenophon.com.au. 2016.Food Labelling Scandal | Nick Xenophon - Independent Senator for South Australia. [online] Available at: https://www.nickxenophon.com.au/campaigns/food-labelling-scandal/ [Accessed 6 Sep. 2016]. Perreault Jr, W., Cannon, J. and McCarthy, E.J., 2013.Basic marketing. McGraw-Hill Higher Education. The Sydney Morning Herald. 2016.All your favourite 'natural' snacks are not as healthy as you think. [online] Available at: https://www.smh.com.au/business/consumer-affairs/almost-half-of-snack-food-products-labelled-as-natural-considered-unhealthy-20160809-gqoilk.html [Accessed 6 Sep. 2016]. The Sydney Morning Herald. 2016.Australian Breaking News Headlines World News Online | SMH.com.au. [online] Available at: https://www.smh.com.au [Accessed 6 Sep. 2016]. Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012.Services marketing: Integrating customer focus across the firm. McGraw Hill.