Reading Response for Communication Ethics Essay Example

Reading Response for Communication Ethics Essay Subject: Reading Response for Communication ethics Introduction Communication is an important element of business. It ensures all activities are running smoothly in an organization. This article discusses several cases of unethical practices of information in the business world. A study has confirmed that most business people always mishandle information. For example, they withhold information from parties like the government, clients or agencies. It also expounds on business people being ethical. This is mainly to the employer and the rest of the management. Since they should be exemplary to the rest of the employees, they need to be ethical (Ross et al, 2003). We will write a custom essay sample on Reading Response for Communication Ethics specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Reading Response for Communication Ethics specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Reading Response for Communication Ethics specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Summary of main points Fraud cases The article has discussed three examples of fraudulence in the corporate world. One of the greatest is from Adelphia Company. Its founder and his two sons were arrested because of looting the company. The company is at the verge of being bankrupt because of mismanagement of funds. They used company funds for personal use. Former Tyco International Ltd CEO is responsible for misappropriation of funds. He is likely to have bought an apartment using Company funds. A Wall ST. employee is in custody because she used information to benefit herself in insider trading. She was a trust so it was illegal for her to go against her obligation (Ross et al, 2003). Ethics in employers Employees are very concerned about their employer’s ethical practices. This is because they understand that it will have an effect on them. A study shows that less than half of employees consider their employers ethical. What is even worse is that very few employees report about unethical practices. They believe that those cases will be dealt with complete justice. This suggests that only a few people believe in the judicial system Employees fear that when they report unethical practices, they will face negative consequences. For example, the management will get back at them. They could lose their jobs for invalid reasons. Another common way is frustrating employees until they resign. They also feel the organization will not take any major actions (Ross et al, 2003). Business ethics This is a structure of how people should behave in the corporate world. These policies are fair to everyone and they assist in eliminating exploitation and other malpractices. Different managers have suggested other versions of defining business ethics. Some of them are controversial so a standard definition was given. Ethics is good at enhancing discipline and coexistence. Business ethics also consider the outside business environment like the society. Businesses engage in corporate social responsibility because it is part of business ethics (Ross et al, 2003). Perception I agree with the information in this article. There are endless cases of unethical practices in business. Some stakeholders take wrong advantage of information engage in illegal practices. I witnessed some bank employees attempting fraud. Since they had enough information on how to make debit cards, they wanted to use them on money dispensers. They targeted accounts with huge deposits and got details on how to debit them. Fortunately, they were not successful and they were sued for that. This article will help readers to learn the importance of communication ethics and practice it. Conclusion In general, the memo emphasizes the importance of practicing communication ethics in business. Many people do not understand the need for it. Employers should ensure that ethics are part of company’s policy and they should ensure they are followed. They should be exemplary for others to follow. All managers should understand the definition of business ethics because it will help in enforcing it. Reference: Ross, R.A, Mark, M., Cohen, L.P., Markon, J. et al (2003) Communication Ethics Management Communication: A Case Analysis Approach. 2nd edition. New Jersey: Pearson education, Prentice hall.

The Human Cell and Nutrients essays

The Human Cell and Nutrients essays There are several problems that a cell would face it if were to become very large. Among the first of these is being faced with an overload of nutrients. All nutrients enter the cell through the cell membrane. The larger the cell wall, the more nutrients it will contact; an abundance could potentially be available to the cell as they pass through the cell membrane. However, the more nutrients arriving, the greater the number of chemical reactions needed to process them. Moreover, all the nutrients would be arriving simultaneously, putting pressure on the cell structures to perform a large number of chemical processes at the same time. While a small cell would have insufficient cell membrane to move sufficient raw materials to nourish itthat is, to allow it to perform the necessary chemical reactions to livea really enormous cell would have the opposite problem. While the exterior, or cell membrane would increase in size, the interior area would expand even more, meaning that the membrane might not be able to acquire sufficient raw materials to keep the relatively larger volume of the interior supplied. (USC Web site) In addition, there are limits to the amount of incoming material that can be handled according to the cell's DNA, and limits to the amount of waste material, as well. This, too, must exit through the cell membrane. (CSUN Web site) An adaptation might be to create inlets' in the cell membrane, much like the inlets and bays and harbors on heavily indented coastlines that allow more ocean water to touch land; that is, to create in a cell the equivalent of a long shoreline, where the extra miles are gained by making pockets where the land and water meet. Another possible adaptation would be for the cell to separate its nutrient acquisition and waste elimination functions, holding them in separate structures and using...

Definition and Examples of Mondegreens

Definition and Examples of Mondegreens A mondegreen is a word or phrase that results from mishearing or misinterpreting a statement or song lyric.  Also known as an  oronym. The term mondegreen was coined in 1954 by American writer Sylvia Wright and popularized by San Francisco Chronicle columnist Jon Carroll. The term was inspired by Lady Mondegreen, a misinterpretation of the line hae laid him on the green from the Scottish ballad The Bonny Earl o Moray. According to  J. A. Wines, mondegreens often occur because the English language is rich in homophoneswords which may not be the same in origin, spelling or meaning, but which sound the same (Mondegreens: A Book of Mishearings, 2007). Examples and Observations The point about what I shall hereafter call mondegreens, since no one else has thought up a word for them, is that they are better than the original.(Sylvia Wright, The Death of Lady Mondegreen. Harpers, November 1954)Every time you go away/you take a piece of meat with you (for . . . take a piece of me with you, from the Paul Young song Every Time You Go Away)I led the pigeons to the flag (for I pledge allegiance to the flag)Theres a bathroom on the right (for Theres a bad moon on the rise in Bad Moon Rising by Creedence Clearwater Revival)Excuse me while I kiss this guy (for the Jimi Hendrix lyric Excuse me while I kiss the sky)The ants are my friends (for The answer, my friend in Blowing in the Wind by Bob Dylan)I’ll never leave your pizza burning (for I’ll never be your beast of burden by the Rolling Stones)The girl with colitis goes by (for the girl with kaleidoscope eyes in Lucy in the Sky with Diamonds by the Beatles)Dr. Laura, you pickled man-thief (for the Tom Waits lyric doctor, lawyer, beggar-man, thief) Take your pants down, and make it happen (for Take your passion and make it happen in Irene Caras Flashdance)the bright blessed day and the dog said goodnight (for the bright blessed day, the dark sacred night in What a Wonderful World by Louis Armstrong)The girl from Emphysema goes walking (for The girl from Ipanema goes walking in The Girl from Ipanema, as performed by Astrud Gilberto)bow and arrow transplant for bone marrow transplantIm blotto and bravado/Im a scarecrow and a Beatle (for A mulatto, an albino/A mosquito, my libido from Nirvanas Smells Like Teen Spirit)Lucky Jesus (a childs mondegreen for the chain restaurant Chuck E. Cheese)America! America! God is Chef Boyardee (for God shed His grace on thee in America, the Beautiful)You’re the cheese to my pizza mine (for â€Å"You’re the key to my peace of mind from Carol Kings Natural Woman)In love, as in life, one misheard word can be tremendously important. If you tell someone you love them, for instance, you must be absolutely certain that they have replied I love you back and not I love your back before you continue the conversation.(Lemony Snicket, Horseradish: Bitter Truths You Cant Avoid. HarperCollins, 2007) Historical Mondegreens Examine the following mondegreens and give a historical explanation of what changes have occurred. See if you can find other historical mondegreens that have become standard or widespread in English. Earlier/Later1. an ewt (salamander) / a newt2. an ekename (additional name) / a nickname3. for then anes (for the once) / for the nonce4. an otch / a notch5. a naranj / an orange6. another meal / a whole nother meal7. a nouche (brooch) / an ouche8. a napron / an apron9. a naddre (type of snake) / an adder10. would have done / would of done11. spit and image / spitting image12. sam-blind (half-blind) / sand blind13. a let ball (in tennis) / a net ball14. Welsh rabbit / Welsh rarebit (W. Cowan and J. Rakusan, Source Book for Linguistics. John Benjamins, 1998) Misconceptions (1899) A little girl with whom I am acquainted recently asked her mother what a consecrated cross-eye bear was; the explanation of her query being that she had been learning (orally) a hymn commencing: A consecrated cross I bear.(Ward Muir, Misconceptions. The Academy, Sep. 30, 1899)No language, how simple soever, I think, can escape a childs perversion. One said for years, in repeating the Hail, Mary! Blessed art thou, a monk swimming. Another, supposing that life was labour, I presume, ended his prayers with forever endeavour, Amen.(John B. Tabb, Misconceptions. The Academy, Oct. 28, 1899) Pronunciation: MON-de-green

Professional Perspectives Essay Example | Topics and Well Written Essays - 750 words

Professional Perspectives - Essay Example The main objective of co-educators is to ensure that a group heterogeneous student understands instructions effectively (Perez, 2012). Contrariwise, co-educators differences results to lack of collegial interactions of strategies, which leads to a poor instructional program. Philosophy Statement on Co-Teaching It is hard for co-educators to meet diversified students’ needs with differing professional perspectives, which negatively affect professional interactions in the development of effective strategies to ensure that all student needs are satisfied including those with disabilities. A colleague with a different perspective from mine will be of more disadvantages than advantages in terms of collegial support towards meeting student needs and formulation of effective strategies. I am profound on the professional interactions as well as my co-educator’s characteristics and needs. The concepts of an effective exchange of plans and consultation in implementing a curriculu m that gratifies all student needs are central to my philosophy of co-teaching. Collegial support that offers a different input towards my plans demonstrates the absence of diversity based teamwork towards a long lasting co-teaching (Specialconnections.ku.edu, n.d.). I believe that co-teaching has to involve a number of co-teachings activities such as exploring skills that educators require to collaborate successfully. However, in a case whereby my co-educator differs with every slight perception I have towards a learning environment, it is challenging to implement co-planning in a classroom. I love learning new things, and it would be god of my o-educator to equip me with new instructional techniques. Nonetheless, my co-educator has to assimilate my perspectives and together develop strategies towards effective co-teaching opposed to a situation where none of our professional perspective is common. I believe that adaptability, dedication, collaboration, and positive collegial suppo rt are the key aspects towards effective consultations on issues affecting students because of diversity rather than focusing on the differences that may exist between my co-educator and me. Different professional perspectives should be utilized as a tool of every co-educator self-reflection to realize his/her weakness and strengths concerning the ability to work as teamwork (Perez, 2012). The success of an inclusive classroom depends on the parity portrayed by the partnership of both educators, which must show the presence of a teaching practice based on effective collaboration and support. Viewpoint Description on Co-Teaching The most important aspect for effective consultations in handling students’ needs in co-teaching is the partnership between two co-educators. Each co-educator perspective on co-teaching is a complicated set of actions and intentions with unique criteria for evaluating strategies that are right and wrong. Our roles and the idealized self-image as co-edu cators are determined professional perspectives. Moreover, perspectives provide the basis to which co-educators can reflect on the co-teaching practice (Beninghof, 2012). The moment I consult with a co-educator who believes as I do, an immediacy of communication is established as well as the feeling of being understood. However, a colleague that believes in a truly different way from mine evokes a

The family has a responsabilittyof socializing children to basic Essay

The family has a responsabilittyof socializing children to basic understanding of social norm. when that socialinzation fails , the parents should be held responsible - Essay Example B. Support for the statement either personal experience of researched material that supports your statement – for example – For the first several weeks of a child’s lives, a child is totally dependent on its caregiver for food, clothing, and shelter. Once a child reaches 6 weeks of age, the child may be sent to a daycare facility where others may begin attending to these biological needs as well. However, studies have shown that more than biological needs must be met during this crucial developmental period. Partridge, Devine, Hornstein, and Marsh (2001) stated that, â€Å" Consistent, nurturing, predictable, structured and enriching experiences in a safe environment during early childhood have a positive impact on brain organization and function, leading toward more empathetic, responsible, and fully functioning adults† (p 1). C. Objections and refutation people do not agree with your claim – you must allow the other side room to voice their opinion and then provide research to show why they are incorrect. For example – Some parents feel that after a certain age, children are no longer their responsibility. For example, some parents feel that by age 7 or 8 the child can become what is known as a â€Å"latch key† child and be left unattended after school for hours. However there are laws to protect young children who are left unattended. According to Latch-key-Kids.org, no child under the age of 12 should be left home unattended and there are many states including Colorado, Delaware, Kansas, Wisconsin, and Wyoming where that law is enforced. Other states such as Washington, Tennessee, South Carolina, North Carolina, North Dakota, Nebraska, and Maryland have laws with mandatory younger ages for leaving children alone. At the time of birth, a child will only be a raw material. He will become a finished good or a complete human only after the interactions with the environment including family and society. In other words, family and society are

Dulce Et Decorum Est - Critical Response Essay -- essays research pape

A poem which I have recently read is: â€Å"Dulce Et Decorum Est† by Wilfred Owen. The main point Wilfred Owen tries to convey in this poem is the sheer horror of war. Owen uses many techniques to show his feelings, some of which I’ll be exploring. Wilfred Owen is a tired soldier on the front line during World War I. In the first stanza of Dulce Et Decorum Est he describes the men and the condition they are in and through his language shows that the soldiers deplore the conditions. Owen then moves on to tell us how even in their weak human state the soldiers march on, until the enemy fire gas shells at them. This sudden situation causes the soldiers to hurriedly put their gas masks on, but one soldier did not put it on in time. Owen tells us the condition the soldier is in, and how, even in the time to come he could not forget the images that it left him with. In the last stanza he tells the readers that if we had seen what he had seen then we would never encourage the next generation to fight in a war. Owen uses imagery constantly to convey the conditions and feelings experienced during this war. Firstly I will be exploring Metaphor as it is used so much in this poem. The first metaphor which I will examine is: â€Å"Haunting Flares† on line 3 of the first stanza. This quote has so many connotations, my first opinion on this was that the flares which the enemy are firing to light up the battle field are said to be representing the souls of the soldiers fallen comrades. This could also be said to represent the power the enemy has on their own mortality as the bright flares would light up the battle-field exposing everything to their view, this indicates that the enemy always seem to have power upon the soldiers, almost godly. The second metaphor which I will explore is: â€Å"An ecstasy of fumbling† on line one of the second stanza. This metaphor is significant as it describes the quick manner in which the soldiers will have been trying to put their masks on. The soldiers would have been trying to put their masks on in a hurry but due to their physical condition their minds would have been wanting them to go faster than their body would have been allowing them, this is why there is said to be a: â€Å"Fumbling†. The term: â€Å"Ecstasy† would normally suggest a time of extreme emotion, normally joy, however in this situation it is used as a term of irony as this is a completely b... ...ration, onomatopoeia, rhyme etc. One of the sound types I will be looking at is Full or perfect rhyme. This sound type is significant as in Dulce Et Decorum Est at the end of each sentence rhymes with the one before the last. This is significant as when reading this poem you notice this rhyming scheme and take more time to stop and ponder over the significance of the language it is based around and what connotations that word has: â€Å"Bent double, like old beggars under sacks† and â€Å"Till on the haunting flares we turned our backs†. This is one of the most effective rhyming schemes in the poem. Due to every second line rhyming this makes your remember what the poet was trying to put across in the previous lines as all the different lines have a way of tying in with one another. Through reading this poem several times I decided that the message from the poem is that war is full of horror and there is little or no glory. Methods which I found most effective were Full rhyme and metaphor. Overall Wilfred Owen shows that there is no triumph in war, he does this by using the dying soldier as an example. His main point is that the old saying: â€Å"Dulce Et Decorum Est Pro Patria Mori† is a lie.

Marketing Principles Essay

1.1 Explain the various elements of the marketing process. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offers that have value for customer, clients, partners and society at large. (Williams, 2013) Marketing Process: Situation analysis focuses more on the possible opportunities that will satisfy a customer’s need. This depends on how the product can influence the a specific environment and how the product can control you a specific group you want to target. It is being familiar with the SWOT forces. Marketing strategies is a process that specifies the information of the market to obtain its effectiveness.   Segmentation involves dividing the market into groups, where individuals have similar needs and wants for services and products. It could also be a segmentation of people on the basis of behavior, culture and economic status. (Rajeev, 2012) Targeting also known as the target market is the potential consumers of a product/service. Targeting helps tap the subset of the customer population most likely to purchase and use the product to effectively achieve maximum sales and profits. (Johnson, 2012) Positioning is how you want to be perceived in the minds of prospects versus your competition. It is also creating a positive image in the minds of the target market. Value Proposition pertains on how you want your consumers distinguish you from your competitors and make it obvious you are the best available choice. This marketing strategy summarizes what makes your product/service unique as it relates to addressing specific customer decision making criteria. It must be all about what’s important to them – your prospects. (Core Marketing Strategies, 2013) Market mix decision is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4 Ps is the best known way of defining marketing mix: (P.1) Product refers to any services or conveniences that are part of the offering. (P.2) Pricing should take into account profit margins and the probable pricing response of competitors. (P-3) Place is associated with channels of distribution that serve as the means for getting the product to the target consumers. (P-4) Promotions are those related to communicating and selling to the potential consumers. This includes advertising, public relations, media types, etc. (Internet Center for Management and Business Administration, Inc., 1999-2010) 1.2 Evaluate the benefits and costs of marketing orientation for a selected organization. Jollibee is our chosen food organization. It is the largest fast food chain in the Philippines, operating a nationwide network of over 750 stores. It is a dominant market leader in the Philippines. It is a family oriented work environment, the brand’s values also reflect on their advertising and marketing. Jollibee knows their target audience very well: the traditional family and all communication materials focus on the importance of family values. Jollibee is so well-loved every time a new store opens, especially overseas. It is a stronghold of heritage and monument of Filipino pride. (Jollibee Foods Corporation, 2013) The primary target market of Jollibee are Filipino kids ages 3-10y/o, teens ranging 11-21y/o can either be male or female; Filipino families even the senior citizen. Social classes C, D and E; and those looking for budget-friendly quick meals. In comparison from Maslow’s hierarchy of needs, eating in a fast-food chain w/o asking for money makes an individual happy, falls under self-actualization needs. Eating in Jollibee with family and friends makes people feel loved and accepted. That is a social need or feeling the sense of belongingness and love. Lastly, the need to satisfy ones hunger and in order to survive, it is the physiological need on an individual. The target market prefers Jollibee because the food are unique and has an appealing taste, foods can be easily served, foods are affordable, there a lots of variants the people can choose from, the mileau is very homey, the customer service is very family-oriented, and families, friends and colleagues can enjoy this together. Being the pioneer in fast-food industry, Jollibee had the majority in the marketing opportunity. Jollibee was able to capture 65% of the market share in hamburger market in the Philippines. The JFC reported 82 billion pesos by the end of 2011. Based on the annual report of JFC, Jollibee earned 50 billion pesos revenue on 2011. (Esberto, 2012) The product offered by Jollibee appeals to the Filipinos taste for spicy burgers. By concentrating its resources on satisfying the Filipino palate, Jollibee has been able to serve localized dishes that are unlikely found in other fast-food chains in the Philippines. In addition to that, offering the usual French fries that accompany the meals found in McDonald’s, KFC, Burger King and so forth. Jollibee also serves rice or spaghetti, Filipino style Even the burgers are cooked exactly as Filipinos want them done- sweeter and with more seasonings, often likened to what a Filipino mother would cook at home. It even incorporated recipes from employees to truly capture local tastes. The company’s phenomenal growth owes much to its strict and committed adherence to high standards as symbolized by â€Å"F.S.C†: Food (F) served to the public must meet the company’s excellence standards or it will not be served at all; the Service (S) must be fast and courteous; and Cleanliness  ©, from kitchen to utensils, must always be maintained. As for pricing, it is closely related to customer satisfaction. Thus, JFC provides its high quality fast-food products at a relatively cheaper price. According to its commitment to serve each and every Filipino, Jollibee keeps things affordable at all. The â€Å"DLSU SSURVEY† shows that, 94% of Jollibee’s customers think it’s affordable or cheaper. Figure [ 1 ]: Benefit Positioning vs. Brand Matrix The location of outlet is of key importance to the marketing strategy of Jollibee. It has established a large number of outlets to state that they care about the accessibility of fast-food outlet and 72% is satisfied that Jollibee maintained it very well. Overseas, the outlet in Hong Kong is located at Central where a large number of Filipinos gather. It is an example of Jollibee’s good placing strategy. Recently, to capture more share from their customer’s wallet, Jollibee introduced home service. Loyal customers, for some reason who can’t get out of home but want to have a bite of Jollibee, can now avail their products via phone call. They also provide drive-thru’s for their customers who are in a rush and can’t get out of their car and line-up. Jollibee management carefully selects their franchisors to make sure they can meet its standard. To be a franchisee of Jollibee, one has to invest 15-30 million pesos. Brands in local market are strong contenders and not to be underestimated. Jollibee often have the advantage of intimate knowledge of consumer tastes and consumer preference through local pride. Jollibee used the wave of nationalist pride to promote a Filipino brand of hamburger. This strategy met with great success. Investing in socio-civic programs designed to serve its host communities further secured Jollibee’s position as a Filipino company for the Filipinos. Advocacy campaigns such as the early Christmas drive â€Å"ma-Aga ang pasko sa Jollibee†, again endorsed by Aga Muhlach, the poverty housing project with habitat. For humanity, the â€Å"Kaya Mo Yan Kid Campaign†, it encourages kids to show their potentials that will contribute to the company’s overall success, not only with its customers but with all its stakeholders. Family is a key component for Jollibee’s promotion. They just simply don’t want to cater food and service but they wanted to be a part of every Filipino family. Its quality customer service of being family-oriented is one key to their success. While McDonald’s promotion focuses on the empowerment of young adults to enjoy life by means of eating their products. Jollibee’s rapid growth is due to its superior menu line-up, creative marketing programs, and efficient manufacturing and logistics facilities. It is made possible by well-trained teams that work in a culture of integrity and humility, fun and family-like environment. As a corporate citizen, Jollibee is also committed to give back to its host communities through meaningful and lasting socio-civic projects. (Sakib, 2011) Jollibee was able to attain a competitive advantage in the Philippines over McDonald’s by doing following things: Jollibee was the first to enter the market. It was able to retain tight control over operations management, which allowed it to price below its competitor. And, it had the flexibility to cater to the tastes of its local consumers. From the very beginning Jollibee Foods Corporation had focused on delivering quality food and service at an affordable cost to the customers. This had been possible only due to excellent operational control. Jollibee enjoyed a dominant position in the fast food market in Philippines until McDonalds entered the market. They focused on their main asset, their knowledge of taste and preferences of the local population. [ (Andrew, 2011) ] 2.1 Show macro and micro environmental factors which influence marketing decisions. The marketing environment consists of all the actors and forces outside marketing that affect the marketing management’s ability to develop and maintain successful relationships with its target customers. Though these factors and forces may vary depending on the specific company and industrial group, they can generally be divided into broad micro environmental and macro environmental components. Micro environmental components are: Company-top management is responsible for setting the company’s mission, objectives, broad strategies, and policies. Marketing managers must make decisions within the parameters established by top management. Marketing managers must also work closely with other company departments. Areas such as finance, R & D, purchasing, manufacturing, and accounting all produce better results when aligned by common objectives and goals. All departments must â€Å"think consumer† if the firm is to be successful. The goal is to provide superior customer value and satisfaction. Suppliers-are firms and individuals that provide the resources needed by the company and its competitors to produce goods and services. They are an important link in the company’s overall customer â€Å"value delivery system.† Marketing channel firms (intermediaries)-firms that help the company to promote, sell, and distribute its goods to final buyer. Customer markets-consumer markets, individuals and households that buy goods and services for personal consumption. Business markets, those who buy goods and services for further processing or for use in their production process. Reseller markets, those who buy goods and services in order to resell them at a profit. Government markets, agencies that buy goods and services in order to produce public services or transfer them to those that need them. International markets, buyers of all types in foreign countries Competitors-A company must secure a strategic advantage over competitors by positioning their offerings to be successful in the marketplace. No single competitive strategy is best for all company. Publics – Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. A company should prepare a marketing plan for all of their major publics as well as their customer markets. Macro environmental components are thought to be: Demographic-the study of human populations in terms of size, density, location, age, sex, race occupation, and other statistics. It is of major interest to marketers because it involves people and people make up markets. Demographic trends are constantly changing Economic-those factors that affect consumer purchasing power and spending patterns. Natural-natural resources that are needed as inputs by marketers or that are affected by marketing activities Technological-forces that create new technologies, creating new product and market opportunities Political-laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society. Various forms of legislation regulate business Cultural forces-institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors. Certain cultural characteristics can affect marketing decision-making The wise marketing manager knows that he or she cannot always affect environmental forces. However, smart managers can take a proactive, rather than reactive, approach to the marketing environment. (Kotler, 2012) 2.2 Propose segmentation criteria to be used for products in different markets. To ensure that the market segments that have been constructed by the firm, they must meet the basic requirements and guidelines, which will make them usable segments and potential target markets. (Market Segmentation Study Guide, 2012) An ideal market segment meets all of the following criteria: (1) It is possible to measure, (2) it must be large enough to earn profit, (3) it must be stable enough that it does not vanish after some time, (4) it is possible to reach potential customers via the organization’s promotion and distribution channel, (5) it is internally homogeneous (potential customers in the same segment prefer the same product qualities, (6) it is externally heterogeneous, that is, potential customers from different segments have different quality preferences, (7) it responds consistently to a given market stimulus, (8) it can be reached by market intervention in a cost-effective manner and (9) it is useful in deciding on the marketing mix. (Wikipedia, The Free Encyclopedia, 2013) 2.3 Choose a targeting strategy for a selected product or service. Kitchner had the goal of making Jollibee one of the world’s top ten fast food brands by the year 2000. In his plan to increase international expansion, he implemented two strategies, â€Å"targeting expats† and â€Å"planting the flag†. His plan of â€Å"targeting expats† allows the company transition into an unfamiliar market much easier because expatriate Filipinos working in other countries could relate to Jollibee’s. Though there is a huge risk of targeting a narrow segment, Jollibee’s local success allows for momentum to generate the expansion and growth of the company. However, Kitchner quickly found out that this market was limited and that not all the overseas Filipinos were potential customers. (Paul, 2011) On the other hand, Kitchner’s decision to â€Å"plant the flag† is to leverage Jollibee’s competitive advantage by entering new geographic market, his rapid expansion strategy was unfocused and poorly executed. He also neglected to consider the large transaction costs associated with establishing markets in new countries. Kitchner’s desire to be first-mover in a number of small, undeveloped markets would not have brought the prestige needed to win the firm better partners. â€Å"Planting the flag† only showed that Jollibee knew how to repeat its success. In order to compete on the level with multinationals, Jollibee would have to take its performance to the next step and prove that it could continue to build its competitive advantage. (Tran, 2005) 2.4 Demonstrate how buyer behavior affects marketing activities in different buying situations. Buying behavior is made up of the internal and external factors that explain why consumers buy and use certain products or services. This type of behavior can affect the marketing strategy that a business employs to promote its products, and when this behavior is analyzed, it can guide a business toward better marketing strategies and methods that it might not have originally used. Supply and Demand is one of the basic economic theories that drive marketing of which consists of a ratio between the amounts of supply versus the amount of demand for that supply. Two supply and demand situations can majorly affect the type of marketing you employ for your goods. These situations include when a product or service is in abundant supply and demand is scarce or when a product or service is scarce and there is increased demand for it. Routine buying behavior is the programmed response that consumers may have to certain types of products. Usually these products are not expensive, such as cars or computers, and can include anything that is commonly bought on a week-to-week basis. Complex Decision-Making is another type of buyer behavior which is usually associated with high-end, expensive or scarce products such as diamonds, fine wine or automobiles. This behavior often comes with high involvement on the consumer’s part in that he will generally want to thoroughly research the product and differences between brands before he makes a decision on which one to buy. Internal Factors that marketers need to be aware of can also affect a consumer’s buying process. These elements — personal, psychological and social — guide buying behaviors and consumption patterns and can be a valuable tool to creating better marketing strategies on the seller’s side. For example, a consumer may opt for a specific brand of cola because of provocative advertising that may make that consumer feel â€Å"sexy† for drinking it, versus buying another brand of cola that uses nonsexual advertising. Delivering the feeling you want experienced when a consumer uses your product is imperative to a good marketing mix of strategies. (Vogt, 1999-2013) 2.5 Positioning selected product/service. Ensuring high traffic needs an emphasis on store location and positioning Jollibee in the minds of the consumers as a place where they can enjoy eating fast food. This entails proper branding and positioning of the services/products offered. Jollibee Foods Corporation brought to everyone’s lips the promise of LANGHAP SARAP (smells so good so it must taste good) Jollibee also projected itself as a world-class brand by expanding its market overseas. Its nationalist view is a key fact. Personnel at Jollibee communicate with customers in local language rather than English unlike to its competitor such as McDonald’s. It provides more homely environment than competitors with tailored food menu to meet the local people’s needs. Jollibee is a super place for children that has ever been. Children can come with their parents and play here while being served with special items made for them. Also, Jollibee facilitates party arrangements for its consumers. 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