Information Systems in Global Business Today Essay

1. Why is it important to understand the difference between computer literacy and information literacy? Answer: Computer literacy – When you are computer literate, you have a general working knowledge of computers. You understand what they can be used for. Most people know that they can type a paper, create a power point and if you have internet access, you may e-mail and search the World Wide Web for information. Information literacy- When you are information literate, you understand and are able to gather, analyze and use information gathered from the various types of technological medians – especially the internet. This person may access the internet, for instance on their cell phone, iPod, lab tops, and a multitude of medians, some which may have not yet been realized. -It is important to understand the difference of this two literacy because A literate person cannot be expected to know how to operate a computer. In essence, a person can be literate but not computer literate. But the opposite seems difficult to be true. A computer literate is often always a literate. 2. Discu ss the three elements of an information system (hardware, software and persware) that managers must consider. Which of the three do you consider the most important? Answer: Hardware- Hardware, in the computer world, refers to the physical components that make up a computer system. Software- is any set of machine-readable instructions (most often in the form of a computer program) that directs a computer’s processor to perform specific operations. Persware- that is short for ‘personware’ or ‘peopleware’, a terribly inpersonal way of referring to people as a resource, like hardware or software. – I consider being the most important element if information system is the Persware because without this persware the hardware and the software will be useless. 3. What are some of the new roles information systems are playing in organizations? * The Widening Scope of Information Systems * The Network Revolution and the Internet * New Options for Organizational Design: The Networked Enterprise * Flattening Organizations * Separating work from location * Reorganizing work flows * Increasing flexibility of organizations * The changing management process * Redefining organizational boundaries * Electronic Commerce and Electronic Business 4. Discuss the changes in the business environment brought about by technology in the last three years. Use your own personal experiences to formulate your answer. Answer: There are many changes in the business environment brought by the technology in the last three years. I believe that one of the most important changes (affecting accounting practice) that has taken place in my experience is the changed relationship between the company and its investors. There is an explosion of required disclosures, and a huge increase in the interest the investment community has in those disclosures. And the internet is the largest changes because every year there is changes on it. Many programs are approaching that every people in the society can learn many things about those programs brought by the technology.. 5. Draw your conclusions about the article â€Å"IT Doesn’t Matter† by Nicholas Carr by accessing the given url: [http://www.nicholasgcarr.com/articles/matter.html#readings]. Answer: The article explained the dilemmas that the IT industry and the end users are currently experiencing. IT used to be a way for companies to gain a competitive advantage, but nowadays IT has fused into another tool to conduct business. IT products are becoming cheaper and cheaper while yielding more power. This trend in the long run will destroy the economic incentive for IT manufacturers to continue doing business. On the other hand cheaper is better for companies implementing this technology. The author made it clear that avoiding brand new IT products and opting for slightly older IT products would save money. In addition, slightly older products have all the â€Å"kinks ironed out† yielding a more reliable system. Buying slightly older IT products is not a fail safe way of obtaining efficiency and initial cost savings.

Why Agriculture Spread During the Neolithic Revolution

Around 10,000 years ago, a dramatic transformation occurred in parts of the Near East that forever affected the human experience. These were the economic and social changes from hunting and gathering subsistence strategies, which characterised over 99 per cent of our long tenure on Earth, to ones emphasising food production and settling down in small villages. This was not an easy transition, nor was it a universal one. Once it occurred, though, it changed the course of human history. Usually known as the â€Å"Neolithic Revolution†. (Simmons 2007: 1)There has been much speculation by academics in many disciplines as to the reasons why agriculture was developed and employed throughout the Neolithic revolution; and how the agricultural developments dispersed across the globe. However, I believe that there are unanimous definitions on both the Neolithic Revolution and agriculture. Both key to the answer of this essay. I believe the Neolithic Revolution to be the first agricultur al revolution to take place globally, which led to people becoming sedentary, resorting to agriculture instead of hunter gathering and mobile communities. Gupta 2010) Cohen (1977: 1) has a similar attitude towards the definition of the Neolithic revolution as he believes it to be, â€Å"the economic and social change [] which witnessed the transition from hunting and gathering to agriculture as man’s major mode of subsistence. † Agriculture, as defined by the Shorter Oxford English Dictionary (1973), is â€Å"the science and art of cultivating the soil, including the gathering n of the crops and the rearing of livestock†. However, I believe that agriculture includes other aspects, which link in with it to create a fully operating agricultural system.These include, ‘farming’ and ‘domestication’, both pivotal for agricultural success. Farming is described as, â€Å"the business of cultivating land and raising ‘stock’† whilst domestication is â€Å"described as the action of ‘farming or bringing under control’. (More specifically, domestication can be defined as ‘the evolutionary process whereby humans modify, either intentionally or unintentionally, the genetic makeup of a population of plants or animals to the extent that individuals within that population lose their ability to survive and produce offspring in the wild’: Blumler and Byrne 1991: 24). (Barker 2006: 2) Simmons (2007) concurs that the Neolithic revolution was a transformation of the economic system at the time, but it was also a social change in how food was used and viewed in differing ways. To fully understand the impact of agriculture to Neolithic societies, I will use case studies to highlight my points. These will include the Fertile Crescent of the Near East, believed to be the first place where the use of agriculture has been found as Barker (ibid: 11) suggests ‘that the first farming would ha ve started in the ‘Near East’.However, I will also be using case studies from Africa, specifically the Ethiopian Highlands and the Kuk Swamp in Papua New Guinea. As Cohen mentions that â€Å"the most striking fact about early agriculture, however, is precisely that it is such a universal event† (1977: 5) therefore, it will be interesting to discuss the reasons why such rapid dispersion of agricultural development occurred across the Neolithic world. Why did the people around 10,000 years ago resort to a new way of life and with new ways of feeding?A way of life that was completely different from the people before them who had undertook hunting and gathering to feed themselves; a way of life that led to the beginning of agriculture and turning from mobile to non-mobile communities; forager societies that had been, â€Å"relatively unchanged since the depths of the Ice Age†. (Bogucki 1999: 191) There are many reasons that archaeologists have discussed about why this transition occurred in what has been coined as ‘The Neolithic Revolution’. There are many reasons why this transition occurred and I will explore many of these reasons.I will be looking at the reasons that are incorporated in Barbara Stark’s (1986) three main model types, which show the transition of foraging to the production of food in an agricultural sense. â€Å"Push†, â€Å"Pull† and â€Å"social’ models are used by Stark which create an ‘umbrella’ effect on the main underlying reasons which can be incorporated to fully explore the reasons why agriculture began and how it spread across the globe. When there is stress on a population, it can lead to the population being pushed to protect themselves to ensure that the stress does not damage them.These stresses, in the cause of agricultural causation include population pressure and/or climate change. The stress imposed on the population could have led to the beginning of agriculture being used. (Stark 1986) Many archaeologists have discussed reasons why agriculture began under this umbrella of a ‘push’ model. Childe (1936) began much of the work on the origins of agriculture by developing the Oasis-Propinquity theory; a theory that incorporated a significant climatic change at the end of the Pleistocene, which had a major effect on how animals, plants and humans operated to feed.Childe created the Oasis-Propinquity theory because he believed that this climatic change caused the areas, beginning in the Near East, especially the Fertile Crescent, to become arid and dry, thus becoming deserts. Simmons (2007: 11-12) thought that the new desert conditions of the Near East was causing â€Å"plants and animals [to die] or [they were] becoming scarce. † Without the presence of water nearby to most of the humans, plants and animals in the Near East and North Africa, it led to the congregation of these creatures to areas where water wa s available, such as the desert oases in the Near East.The close proximity that the plants, animals and humans had to undertake daily, it eventually led to the domestication of plants and animals. (Simmons 2007; Bogucki 1999; Pluciennik and Zvelebil 2009) Childe (1936: 77) considers that humans, plants and animals all became â€Å"united in an effort to circumvent the dreadful power of the drought†. The Oasis-Propinquity theory by Childe is only half of the story as to why agriculture began in the Near East. With this theory in mind, the domestication of plants would have been tending to and re-planting year after year.This would have led to the creation of some form of agricultural ideas and system that would have to be used to ensure that the domesticated crops can be utilised to their optimum. This early system of agricultural development would have had to be moulded into the systems that provided significantly greater quantities of food that would be able to sustain a pop ulation that would have been growing because of the change into a sedentary lifestyle. When Childe produced the theory in 1936, his investigations would have been one of the key reasons as to why agriculture developed.Despite still being a key argument in the origin of agriculture, other academics and evidence that has come to light since Childe’s Man makes Himself. Bogucki (1999: 186-187) mentions, â€Å"The difficulty is there is no evidence of widespread desiccation during the period in question between 15,000 and 10,000 years ago. † Paleoclimatic and geomorphological evidence of Braidwood’s Iraq-Jarmo project came to the conclusion supporting Bogucki’s (1999) claim that of no evidence of widespread desiccation. (Watson 1995) As Simmons (2007: 13) suggests that â€Å"these projects [] found no support for Childe’s claim of desiccation. This lack of evidence produces a significant amount of doubt to the Oasis-Propinquity. If there wasn’t a global change in climatic behaviour, it cannot be assumed that dry conditions occurred which resulted in the congregations at oases. Also, Childe’s work puts emphasis on the domestication of primarily animals at the oases and does not hold the beginnings of plant domestication, which inevitably lead to agriculture, in high regard and it was not accredited in his work. (Watson 1995; Bogucki 1999)Despite Simmons (2007: 12) mentioning that â€Å"Childe’s model is frequently acted as one of the origins of agriculture†, I believe that due to the climatic evidence of the time disagreeing with the theory of major climatic change resulting in dry and arid conditions, the Oasis-Propinquity theory does not hold as much regard with the origins of agriculture. I feel that other reasons incorporated in the push model have a much greater impact than Childe’s theory. I believe that the evidence found throughout the Fertile Crescent proves a lacking of substance for th e Oasis-Propinquity Theory and could provide evidence against it.Through the Fertile Crescent, establishments and the societies built up within have no been on major waterways (apart from Jericho), which diminishes the theory. This is because the domestication of all the wild resources occurred without the need for a congregation of plants, animals and humans in a small area surrounding oases’. The speed of domestication of Einkorn for example, showed that this congregation did not need to occur. Einkorn could be domesticated easily due to a number of genetic loci that it was able.Wild cereals and Einkorn had very similar ancestors, which allowed domestication to occur quite easily in the Crescents. (Zohary and Hopf 1993) This shows how significant other theories were in understanding the origins of agriculture. The Hilly Flanks Theory was produced to directly contest Childe’s theory. Braidwood was not enthused with the Oasis-Propinquity theory and did not hold it in h igh regard despite it being one of the significant and key models for the origins of agriculture, and pursued answers for the agricultural origin elsewhere. Braidwood 1960; Braidwood and Howe 1960) The Hilly Flanks Theory was created because â€Å"Braidwood thought that the best place to look for early domestication was where the habitats of the wild precursors of wheat, barley, sheep and goats overlapped. [] With desiccation and other widespread climatic changes discounted as a proximal cause of agriculture, Braidwood sought an explanation in human behaviour. He suggested that food production in the Old World emerged in certain â€Å"nuclear zones† in the arc of the Taurus and Zagros mountains of the Near East known as the Fertile Crescent†. Bogucki 1999: 187) I believe that his view on agricultural origins held a decent basis, as it feels natural for first cultivations by farmers on cereals within their natural habitat. (Miller 1992: 49) Braidwood’s theory was based, quite simply, on that the habitats of the Hilly Flank became so familiar to the people who lived there, that they started to domesticate the plants and animals that lived there in their natural habitats. Archaeological sites in Papa New Guinea, especially in the Upper Wahgi Valley, hold evidence for this theory.The importance of the sites in this region cannot be understated because the evidence that has been found as it showed agricultural developments without any significant evidence to suggest social transformations. Therefore, it can be assumed that people relocated to areas of natural wild resources to undergo â€Å"animal and plant exploitation† (Denham 2011). Without evidence for climatic change, this highlights significant headway in the Hilly Flanks theory. As Simmons (2007: 14) suggests that the people on the Hilly Flank had to become â€Å" [settled] in by groups who came to understand and manipulate plants and animals around them. From Braidwood’s work on the Hilly Flank Theory, there are many assumptions to be made about the origins of the first agricultural systems and I believe that the Hilly Flank Theory holds significant worth to the argument. I believe that it would be sensible for the first farmers to begin cultivating land that they foraged on and/ or lived on as mobile communities. I think this because the ‘raw materials’ were already en situ and the farmers did not have to relocate anywhere else. However, with this idealist notion of ‘being sensible’ views can only be mentioned due to indsight and the difference in culture that we see in our western cultures today. It must be noted that with over two millennia of the populations on earth being hunter-gatherers and foragers, the idea of becoming a sedentary farmer would have been very alien to them. Braidwood’s work on the Hilly Flanks Theory and the subsequent dismissal of Childe’s Oasis-Propinquity theory resulted in a signif icant change in the way agricultural origins were looked at and discussed. However, I believe that the push model had a significant result on why the origins of agriculture were continually discussed.I also must consider population pressure as an important argument for the origins of agriculture. In the early transitional period that occurred during the Neolithic Revolution could have been that many of the populations that existed changed from being mobile communities to becoming sedentary; non-mobile communities. The population that the mobile communities had was in relation to the â€Å"mobility and flexibility of hunter-gatherer organisation† (Green 1980; Lee 1972). Green (1980) discusses that population pressure is because of the decrease (or lack of) logistical mobility.When the population causes an effect on the mobility and flexibility, it can be assumed that the sedentary lifestyle was adopted. It could be argued that with a sedentary lifestyle, the population of the community could increase exponentially as Bellwood (2005: 23) says, â€Å"any major increase in the degree of sedentism [] would have encouraged a growing population, via shorter birth intervals, and would also have placed a greater strain on food supplies and other resources in the immediate vicinity of the campsite or village†.This resulted in the development of Binford’s (1968) Population Pressure model, which; Argued that once people (the early Vatutian in the Levant) became sedentary, populations inevitably increased, leading to an increasing use of locally available plant foods, such as cereals, that had previously been considered marginal. From this intensive use of cereals, and the technology ass65ociated with this processing, a regular cycle of plants and harvesting occurred, ultimately resulting in domestication. (Simmons 2007: 15)This increase in the population could have been down to a number of reasons including; an improved and more regularity in diets, i ncreased life expectancy and fertility, greater protection from diseases and â€Å"the need for more people to assist in seasonal harvests of wild plants† (Simmons 2007: 14-15; Bellwood 2005). Flannery (1969) elaborated further on Binford’s Population Pressure model, as Miller (1992: 49) mentions that Flannery â€Å"suggested that subsistence changes that took place prior to agriculture – during the â€Å"broad spectrum revolution†, could have been a response to population growth in the marginal zone†.A significant population increase can cause dramatic effects on the resources of the surrounding area. It would have come to the point that a foraging and hunter-gathering society no longer has the ability to provide resources for the whole population and leads people to try and find other sources for the resources. These resources, which provide the basis for sustaining life, could be pushed into competitions for the resources. With such competition, I believe that with the knowledge that resources would eventually run out, the population would have resorted to basic domestication of plants and animals for more reliable sources of resources. Neilson 2006) In times where pressures on the population seem great, the adoption of agriculture can lead to too much stress being inflicted on the availability of resources on the population. Stark (1986) emphases that this could create a pushing factor onto the population into agriculture. Without the push into agriculture, the population would have ceased to exist. Despite population pressure having a obvious impact on the ability for sufficient resources to be gained from hunter-gathering, it could have lead to the adoption of agriculture.However, some do not value the Population Pressure theory and believe it â€Å"inadequate as an explanation [because] for it necessary the increased population must be a purely local phenomenon which cannot exist without [locational] factors [or const raints]† â€Å"(Bronson 1975: 74). Sauer (1952) also believes with Bronson that a resource crisis due to pressures on the population due to a significant increase was not a highlighted reason for the genesis of agriculture. Sauer makes it known that the transition that occurred in the Neolithic was due to an altering relationship and the interaction between culture and the environment.This could lead to assumptions that Sauer did not believe that the transition developed out of a lack of food and resources to the ever-growing population. Green (1980) also argues â€Å"that population growth does not necessarily precondition either innovation or increased economic productivity†. As innovation would have to be the precondition to agricultural development, Green’s argument provides significantly altering evidence, which could lead to a different viewpoint on the origins of agriculture.This change in the relationship with culture and environment led to Stark’ s pull model. This cultural change that Sauer discussed had the ability to pull people into adopting the agricultural way of life, discarding the old hunter-gathering way of life. The pull model was based on a shift towards an unprecedented reliance on specific resources, which led to an alteration in the relationship between humans, animals and plants. This reliance ensured that the population was pulled into agriculture (Stark 1986).The pull model also put emphasis on the technological innovation that was developed pre-agriculture and such technology ‘pulled’ the population into the uses of agriculture and to benefit from such implementation of agriculture. The pull model â€Å"prevents a group from reverting to its earlier pattern of resource use† and this can be why, in the eyes of those who believe the pull model was the reason for agricultural development, that the pull model was so successful, effectively pulling those in further along in advancement. Dona ld Henry (1989) proposed a â€Å"pull† model for agricultural arising in the Near East.In his view, there were two key moments in the process of agricultural origins in the Levant. The first occurred around 10,500 BC when a global temperature increase promoted long-term settlement and necessitated a shift from what Henry calls â€Å"simple† foraging to â€Å"complex† foraging. A variety of high-yield resources, including wild cereals, were exploited, and restraints on population growth were relaxed. About 2000 years later, this complex foraging system collapsed possibly as the result of a second climatic change, and the foragers had two options, depending on where they lived.In the highly productive areas of the Levant, where the highest populations were, they began to cultivate cereals. In the marginal areas, people reverted to a simple foraging system. (Bogucki 1999: 190) Henry’s continuation on Stark’s pull model shows that he believes that envi ronmental pull factors resulted in the origins of agriculture. This is especially clear in the Levant where location dominated the resource development, for example: either hunter gathering and foraging or cultivation and domestication – resulting in agriculture.It can be assumed that the majority of highly populated areas of the Levant went to cultivation and that led to the growth of domestic dwellings. Those in marginal areas would have shifted towards domestic dwellings instead of staying as a mobile community. I also believe that technological advancement had a significant impact on the origins of agriculture and the further development of agricultural ways of life. Diamond (1997a) hold technological advancement as one of three linked developments which can be included within Stark’s pull model to try and develop a reason for the agricultural genesis.Technological development allowed people greater ways to â€Å"collect, process and store foods† (Simmons 20 07: 21), which is crucial when harvesting and cultivating is used to process foods and store the years amount of food. Without this development ensuring significantly greater storage capabilities, it causes hunting and gathering daily obsolete. Technological advances created developments, which could be used to â€Å"kill or displace hunter/gatherers† (ibid: 21-22). With violence being a consequence of technology, it would have force those hunter-gatherers into some form of agricultural developments just to survive.Technological advances started to produce greater items for warfare that were superior to what hunter-gatherers were using, mainly for the collection of resources, not fighting. Also, the other variables within Diamonds reasons for the origins were that there was a significant drop in species that used to be wild and resulted in the â€Å"human occupation of available habitats in order to decrease the risk of unpredictability† (ibid: 21). With the decline of wild species, the only option for the population would be to occupy their habitats to ensure that food could be hunted.However, by moving into the habitats were wild species were growing and living, it would have led to significant domestication of the species to ensure that the food is always present. However, there is some opposition to pull models, as Green (1980) says that â€Å"invention-pull models, which attributed agricultural change to technological innovation [which resulted in] considerations of agricultural change being dependent on technological innovation were considered non explanatory because they did not deal with the causes of innovation†.By being pulled into a change, populations would not be able to revert back to their earlier systems of gathering and hunting for food. However, others believe that social changes had a significant impact on the agricultural origins and were developed as one of Stark’s models for agricultural origins – the so cial model. Within the social model, there are numerous theories as to the origin of agriculture, however, all the theories, as Bender (1978) emphasised and â€Å"found that social changes acted independent of technology and economy to create pressures in production† (Simmons 2007: 18).Similar to Bender, Tilley (1996) also believes that greater social and ideological beliefs and their significance played an overwhelming part in the domestication of food rather than economic reasons. The theories that are under the umbrella of the social model are based on social development and competition. Competition feasting was a key theory set forward for the social model.It represents food as power and has been categorised as the â€Å"â€Å"food fight† model† (Simmons 2007: 18) by both proponents and critics (Hayden 1995: 282; Smith 2001: 218-221) With certain individuals accumulating surpluses of food, these could be transformed into items with value. With the accumulati on of surplus food, it would allow people to create feasts for the population. The individuals creating the feast would be held in higher regard in the community because it shows people who were generating the most food for the population.Feasting is a key part of the social model â€Å"given that the Neolithic revolved around food in one way or another; it seems somehow appropriate that feasting be considered as a reasons for its origin† (Simmons 2007: 18-19). By feasting, it was the first aspect of competition within communities. Competitive feasting would have been used as a method for the development and consolidation of power. Competition is a very important aspect of human society as it leads to the best being in positions of power. Within the Neolithic, extra resources must be utilised to ensure that power, influence and status is promoted and competed for. Feasting, gift exchange, trade, and other forms of codified, often ritualised contact† (Pluciennik and Zvel ebil 2009: 469) are the main ways for people to promote their own standings. This promotion of people’s own standards resulted in the need for extra resources beyond their dietary needs in the immediate timescale. This would result in overproduction. Overproduction by hunting and gathering would have got significantly harder with the climatic ever so slightly changing during the early Neolithic.Therefore, agriculture, a â€Å"more intensive system of exploitation† (ibid: 469) must be adopted to ensure overproduction can occur. Hayden (1995) believes that the need for competitive feasting lead to the first domestication of both plants and animals for the production of extra foodstuffs. With the use of food designated as prestige items, the accumulators could exceed their rivals in the consolidation of power (ibid). Runnels and van Andel (1988) have suggested that social customs, such as trade and competitive feasting would have led to motives for food production.Cowgill (1975) mentions that the more food an individual produces, the greater social and political power they possess. This analogy perfectly shows how important food was within a competitive environment and was used significantly to gain the upper hand. Without the implementation of agriculture, the excess food would not have been able to be produced and the ability to gain competitive edge over other individuals would have been diminished. As Miller (1992: 51) says, â€Å"[cultivation was] to ensure a reliable food supply or to increase their food supply to satisfy growing social or dietary needs†.However, Hayden has also put an argument across that does not believe the social model to be a significant reason for agriculture to begin. Hayden (1990: 57-62, 1992: 13) mentions that the social model could not have resulted in a Neolithic revolution to occur immediately as a lot of arguments believe happened. Hayden comments include the fact that a new culture of sharing food would ha ve taken a large amount of time to implement and the fist domesticated plants and animals would not have been appropriate for daily consumption due to his belief that they would have been delicacies.Despite this, I find this argument extremely thin and in my opinion, find it difficult to dismiss such a inquisitive social model, which, due to the change in social behaviour in the Neolithic, could have been very likely to occur, especially when the Neolithic â€Å"was an ideological phenomenon, a new way of thinking† (Simmons 2007: 20). I find that the Neolithic was an era where new ideologies and cultures were being developed and implemented globally throughout the Neolithic on an unprecedented scale.The arguments about how and why agriculture was developed and adopted throughout the globe in the Neolithic have produced very different and sometimes contradictory reasons why the origins of agriculture occurred. However, no one can deny the importance that agriculture had on the world as a whole and the impacts that it had to society as a whole. The impact that agriculture had, in my opinion, is unprecedented and extremely important to how we live in the society today. I can assume that most academics on the topic of agriculture believe that the impact of its adoption during the Neolithic was massively important to the world.Cole (1967: ix) made this quite clear by saying, â€Å"the development of full food production was an evolution rather than a sudden revolution; yet there is no doubt that the consequences of this change were revolutionary in the fullest sense of the world† and as Pluciennik and Zvelebil (2009: 467) also put forward the idea that the adoption of agriculture was one of revolutionary proportions, a â€Å"quantum leap in human history, and the basis for the development of widespread societal characteristics, both good and bad. †There are many main impacts that can be connected to the implementation of agriculture as the main characteristic of subsistence. By domesticating both plants and animals, it led to â€Å"increased sedentism, smaller social units, individual domiciles, investment in burial ritual and trade† (Bogucki 1999: 191), â€Å"specialisation in diet [was] also encouraged by the localisation of agricultural production† (Rindos 1984: 270) and â€Å"populations practicing agriculture come to be more successful relative to both domesticating and on-domesticatory. These populations not only will be generally larger but will also be dispersing at far greater rates [than populations that are not practicing agriculture]† (ibid: 267). Pluciennik and Zvelebil (2009: 467) mention that the impacts include â€Å"sedentism, population growth, certain endemic diseases, social and political hierarchies, literacy, cities, specialised arts and crafts, widespread environmental degradation, extensive trade, property, laws, morality, and more generally civilisation. It could be very easy to use these and suggest the impacts that agriculture had on today’s society, without thinking about the immediate impacts that occurred to the Neolithic society when agriculture was implemented. When agriculture was implemented in the early Neolithic, it can be assumed this would have led to a population increase due to the majority of early farmers becoming settled and becoming sedentary, resulting in a decrease in mortality rates due to better diets and better immune systems.With improved sedentary conditions, population numbers would begin to increase at a much quicker rate, putting significant pressure on food stores, resulting with the need for improved agricultural efficiency and crop numbers. This continues the cycle of population increase, greater sedentary conditions and thus, more agriculture. However, in the background of this cycle, an evolution of social, economic and religious (Bogucki 1999) norms would have occurred changing the culture of the Neolithic signi ficantly.With the culture changing constantly to include agriculture, it would have led to the societies having a greater involvement with agriculture especially when it became the main and/or only way for food to be acquired. The agricultural revolution led to the societies throughout the globe being hit by these impacts and resulting in a totally different world, and in the grand scheme, the beginnings of agriculture and the beginning of the Neolithic revolution could be argued to be the beginnings of civilisation, as we know it today.The impacts that agriculture had on societies throughout the last 10,000 years are unprecedented and the effects of which are still seen today – with some arguing that without agriculture, the world, as we know it in the modern time would not be the same. â€Å"Social, economic, and political complexity [] would not have emerged without the existence of agriculture† (ibid: 203)To conclude, â€Å"in the last 30 years, archaeologists hav e made considerable progress towards understanding the origins of agriculture, but the question of why prehistoric people made the transition from foraging to farming is still elusive† (ibid: 191) pinpointing one reason for why agriculture was adopted would be impossible. However, in my opinion, I believe that understanding why agriculture was developed, a number of reasons must be acknowledged and inter-link to fully determine the true reasons why agriculture was developed during the Neolithic revolution.The â€Å"push†, â€Å"pull† and social models that were established by Stark (1986) provided the most efficient way of trying to understand why agriculture was developed and it led to a significant advance in the way of thinking for its origins. However, â€Å"in the 1990s, social factors [had] begun to assume prominence in attempts to explain the origins of agriculture, although â€Å"push† and â€Å"pull† models still have considerable importan ce† (Bogucki 1999: 190).I believe that the social model provides more all-round reasons for agricultural origins, especially competitive feasting which provided an activity for the whole society to undertake together, thus, producing the beginnings of a society, and trade. This would increase in importance with the development and the increase of more sedentary populations. Despite this, I also feel that the push and pull models are very important. Without population pressures and some climatic change, agriculture would never have been produced.In my opinion, agriculture created the easiest and most efficient way for agriculture to spread and disperse across the globe through trade. Socially, trade was very important within a society, but in the greater picture, it played a much more important role in its dispersal. With the increase in trade, societies would have improved in prosperity and developed. Without agriculture, this would not have been possible. This leads to how mu ch of an impact agricultural development and its adoption had on societies across the globe.Without food production from agriculture, cultural advancements leading to the growth of urban areas, including technological, economic and political developments, which eventually led to the modern societies, we know today (Simmons 2007; Diamond 1997a). The impact that agriculture had on societies cannot be measured electronically, scientifically or any other way because the impacts are on an unprecedented scale; impacts spanning from one corner of the globe to the other and affecting everything.With the beginning of agriculture came the beginning of the New World, a world of new culture, beliefs and ways of life, economic, political and technological change and developments, resulting in the way we are today. Food production triggered the emergence of kings, bureaucrats, scribes, professional soldiers, and metal workers and other full time craftsmen. Literacy, metallurgy, stratified societi es, advanced weapons, and empires rested on food production. (Diamond 1997b) Word Count: 5298 Bibliography: Barker, G. (2006) The agricultural revolution in prehistory: why did foragers become farmers?UK: Oxford University Press Bellwood, P. (2005) First farmers: the origins of agricultural societies. UK: Blackwell Publishing Ltd Bender, B. (1978) ‘Gatherer-Hunter to farmer: a social perspective’ in: World Archaeology 10: 204-222 Binford, L. (1968) ‘post-Pleistocene Adaptations’ in: New Perspectives in archaeology. Eds: Binford, S. and Binford, L. USA: Aldine Publishing Company Blumler, M. A. and Byrne, R. (1991) ‘The ecological genetics of domestication and the origins of agriculture’ in: Current Anthropology 32: 23-54 Bogucki, P, (1999) The origins of human society.UK: Blackwell Publishing Ltd Braidwood, R. (1960) ‘The agricultural revolution’ in: Scientific American 203: 130-141 Braidwood, R. and Howe, B. (1960) Prehistoric inve stigations in Iraqi Kurdistan. USA: Oriental Institute of the University of Chicago Bronson, B. (1975) ‘the earliest farming: demography as cause and consequence’ in: Population, ecology and social evolution. Eds: Polgar, S. Netherlands: de Gruyter Mouton Childe, G. (1936) Man makes himself. UK: Oxford University Press Cohen, M. N. (1977) The food crisis in prehistory: overpopulation and the origins of agriculture.USA: Yale University Press Cole, S. (1967) The Neolithic Revolution. UK: Trustees of the British Museum (Natural History) Cowgill, G. L. (1975) ‘On causes of ancient and modern population changes’ in: American Anthropologist 77: 505-525 Denham, T. (2011) ‘Early agriculture and plant domestication in New Guinea and island southeast Asia’ in: Current Anthropology Vol 52, No 4: 379-395 Diamond, J. (1997a) Guns, gems and steel: the fates of human societies. USA: Norton Diamond, J. (1997b) ‘location, location, location: the first far mers’ in: Science Vol 278, No 5341Flannery, K. (1969) ‘origins and ecological effects of early domestication in Iran and the Near East’ in: The domestication and exploitation of plants and animals. Eds: Ucko, P. J. and Dimbleby, G. W. USA: Aldine Publishing Company Green, S. W. (1980) ‘towards a general model agricultural systems’ in: Advances in archaeological method and theory. Eds: Schiffer, M. B. USA: Academic Press Gupta, A. K. (2010) ‘origins of agriculture and domestication of plants and animals linked to early Holocene climate amelioration’ in: Current Science Vol 87, No 1: 19 Hayden, B. 1990) ‘Nimrods, Piscators, Pluckers, and Planters: The emergence of food production’ in: Journal of Anthropological Archaeology 9: 31-69 Hayden, B. (1995) ‘an overview of domestication’ in: Last hunters, first farmers: New perspectives on the prehistoric transitions to agriculture. Eds: Price, T. D. and Gebauer, A. USA: School of American Research Press Henry, D. O. (1989) From foraging to agriculture: the Levant at the end of the Ice Age. USA: University of Philadelphia Press Lee, R. (1972) ‘the intensification of social life among the ! Kung Bushmen’ in: Population growth: anthropological implications. Eds: Spooner, B.USA: MIT Press Little, N; Onions, C. T; Friedrichsen, G. W. S; Fowler, H. N; Coulson, J. (1973) Shorter Oxford English Dictionary. UK: Oxford University Press Miller, N. (1992) ‘the origins of plant cultivation in the Near East’ in: the origins of agriculture: an international perspective. Eds: Cowan, C. W. and Watson, P. J. USA: Smithsonian Institution Press Neilson, R. (2006) The little green handbook: seven trends shaping the future of our planet. USA: Picadore Pluciennik, M. and Zvelebil, M. (2009) ‘The origins and spread of agriculture’ in: Handbook of archaeological theories. Eds: Bentley R. A. and Maschener, H. nd Chippindale, C. UK: Alt amira Press Rindos, D. (1984) the origins of agriculture: an evolutionary perspective. UK: Academic Press Ltd Runnels, C. and van Andel, T. H. (1988) ‘trade and the origins of agriculture in the Eastern Mediterranean in: Journal of Mediterranean Archaeology 1: 83-109 Sauer, C. (1952) agricultural origins and dispersals. USA: American Geographical Society Simmons, A. H. (2007) The Neolithic Revolution in the Near East: transforming the human landscape. USA: The University of Arizona Press Smith, B. (2001) ‘the transition to food production’ in: Archaeology at the Millennium: A sourcebook.Eds: Feinman, G. and Price, T. D. USA: Plenum Publishing Company Stark, B. (1986) Origins of food production in the New World. USA: Smithsonian Institution Press Tilley, C. (1996) An ethnography of the Neolithic: Early prehistoric societies in Southern Scandinavia. UK: Cambridge University Press Watson, P. J. (1995) ‘Explaining the transition to agriculture’ in: Last h unters: first farmers; New perspectives on the prehistoric transition to agriculture. Eds: Price, T. D. and Gebauer, A. USA: School of American Research Press Zohary, D. and Hopf, M. (1993) Domestication of plants in the old world. UK: Oxford University Press

Adoption and indian society

Adoption and indian society Disclaimer: This work has been submitted by a student. This is not an example of the work produced by our Law Essay Writing Service . You can view samples of our professional work here . Adoption and indian society Adoption provides a very important function in Indian society. India has long tradition of child adoption. In older days, it was restricted within the family and was covered by social and religious practices. But with the changing times, adoption beyond the contour of family has been institutionalized and legalized. Adoption is the institutionalized practice through which an individual belonging by birth to one kinship group acquires new kinship ties that are socially and legally defines as equivalent to the congenital ties. These new ties supersede the old ones either wholly or in part.   [ 1 ]    To protect abandoned and destitute children, goal is to find a family for as many orphan children as possible and to safeguard their interest as visualized in the UN Convention on child rights and Hague Convention on Inter country adoption ratified by India government. One of the motivations to adopt a child could be a desire to give a home to a child who needs one, wanting a child of the other gender, or for the welfare of the destitute and abandon child.   [ 2 ]    The dictionary meaning of the term ‘adoption’ is the act of taking and rearing of the child of other’s parents as one’s own child. Attitudes and laws regarding adoption vary greatly. Not all cultures have the concept of adoption. One of the biggest examples is Adoption is permitted amongst Hindus under statute. The fact that adoption means legal affiliation of a child, it is subject of personal law. The attempt to bring in the concept of secular adoption has gone into vain several times. Article 44 of the Constitution declares that ‘The State shall endeavor to secure for the citizens a Uniform Civil Code throughout the territory of India.’ In the year 1972, the Adoption of Children Bill was not approved as the Muslims opposed it. Then again in year 1980 a similar attempt was made to bring in all communities under one regulator y body except the Muslims that too was opposed. The enactment of the Juvenile Justice (Care and Protection of Children) Act, 2000 is definitely a significant effort of the legislature towards recognition of adoption of orphan, abandoned and surrendered children by people irrespective of their religious status. This has been a major leap forward. This paper deals with a comparative study of adoption under Hindu law and Muslim law and various other aspects relating to adoption. To expand a family, adoption is the most basic reason that stimulates the desire in individuals to adopt a child provided that parents cannot bear a child owing to some reasons. Most common requirement in order to adopt a child is that a person should be a major and of sound mind. In order to adopt a child under Guardianship and Wards Act, 1890, guardian who is appointed to a child, the age of majority is 21 years. Position Under Hindu Law Hindus are allowed to legally adopt a child. Other communities could onl y act as legal guardians of the children. Under Shastric Hindu Law, two main aim of adoption are as follows:

Research Ppaer with draft Paper Example | Topics and Well Written Essays - 750 words - 1

Ppaer with draft - Research Paper Example Since gene mutations primarily cause the condition, attempts to develop gene and cell therapies provide a possible cure for the various types of Muscular Dystrophies. However, gene and cell therapies come with several challenges, especially since the skeletal muscle is the most abundant in the human body. Gene therapy involves gene replacement or modification. As a result, the need to find an efficient method to deliver the new gene to the body becomes of paramount importance. One of the challenges facing gene therapy is the packaging of genes. For example, dystrophin, whose defects are responsible for DMD and Becker MD. Dystrophin is larger than the packaging capacity of many vectors used in delivering the gene to the skeletal muscles. According to Chamberlain 2002, truncated versions of the dystrophin gene become the solution. Research shows that truncating the Central Rod and the C-terminal domains causes minimal changes on the functionality of the dystrophin gene. Shortened versions of the dystrophin gene tested on mice in preclinical studies provide positive results indicating that the micro-dystrophins reverse the abnormalities of the dystrophic muscle.(Cossu & Sampaolesi, 2007) Gene therapy faces the challenge of identifying a favorable viral vector focusing on Adenoviral vectors (Ad), retroviruses and adeno-associated viruses (AAV). Ad vectors contain large capacity of cloning and efficiently infect the muscle. Development of the ‘gutted’ Ad tackles the problem of immune response triggered by the Ad vector. According to Chamberlain (2002), the gutted version contains the ability to package full-length cassettes of dystrophin. However, the Ad vector’s large size hinders diffusion in muscle tissue. Hence, Ad vector is not the best choice vector. Retroviruses posses small cloning capacity and hence are limited to the delivery of mini dystrophins. The most promising gene delivery vector proves to be adeno-associated virus (AAV). (Haidet, Mendell &

Article analysis summary Essay Example | Topics and Well Written Essays - 250 words

Article analysis summary - Essay Example How can health services be efficiently financed in the USA? What are the best practices in health services management in the USA? The research study will apply quantitative techniques. Data is collected through questionnaires, interviews, and secondary sources like health journals. Data recording was done in tables, and voice recorders. Data analysis was conducted through statistical measures, charts and graphs. Presentation of findings was done through presentations and reports. The sampling was conducted through random sampling method. 30 states were selected, and 10 health facilities were selected in each of the states, at random. Representatives of both private and public sector were included; each state had 5 private health facilities and 5 public health facilities. Therefore, the sample size is 300 health facilities spread across the USA. Data analysis leads to several results. 65% of the healthcare financing is got from programs like Medicare, Veterans Health Association, Medicaid and TRICARE. Health insurance by public employees is catered for by the government. Other segments of population have private health insurance providers, and some are uninsured. The main strength of this article is that it analyzes health care provision in both the private sector and the public sector. This ensures easy comparison of health care effectiveness in both sectors. The main weakness of this research article is that the sample size is small. 300 health facilities represent a very small proportion of the population; total number of hospitals in the USA. Healthcare facilities in the USA are mostly owned and managed by the private sector. 62% of the health centers are non-profit. 20% of the centres are owned by the government, public. 18% of the health centers are for profit (Mahar,

Compare and contrast the immigration history of two ethnic groups Research Paper

Compare and contrast the immigration history of two ethnic groups. What factors motivated immigration and what challenges greete - Research Paper Example In this essay we are going to compare and contrast the immigration history of two Asian communities to America, which are Chinese and Japanese. These immigrations took place when America was described as ‘New World’ and ‘Land of opportunities’. However it was definitely an uphill task for these two communities to find home in America. Fighting the disparities these communities have settled themselves well in America only to be a significant section of the community and American society. Reasons for immigration Because of opium wars and end anarchical rule of Qing dynasty China lost its identity as an independent nation and was reduced to a semi-feudal colony of European powers. This drove the masses in rural and central China to look for new opportunities in order to earn money and a stable life. Chinese were not averse to hard labor but wanted good results for the hard work put in. During this time the California Gold Rush on the west coast of America had b egun. The mining of precious metal required labor which was proving to be expensive with the available white labor. Hence initially America welcomed the influx of Chinese labor on the west coast. In fact it is noted that American supervisors and companies were initially skeptical of these thin immigrants who physically did not look strong and sturdy at all. However over a period of time Chinese labor proved that they were strong and capable of handling the strenuous physical work. Companies who initially opposed the idea of recruiting Chinese immigrants later asked for more immigrants to join the work force, thus bringing in more population from China. The railroad construction which followed the mining business again proved to be a major work opportunity to Chinese people to come to America. Other businesses such as agriculture, laundry, fisheries also benefitted from the influx of Chinese people to America. Japanese economy’s transition to modern economy was not smooth. Jap anese were struggling to keep their heads above the water and float. Large scale unemployment, bankruptcies and civil disorders forced Japanese population to leave their roots behind and look for opportunities elsewhere. Hawaiian sugar industry which was booming attracted Japanese to the state. Like Chinese immigrants, Japanese were also looked upon with skepticism by Americans (Harold et al 65). Hence Chinese settled on the west coast Japanese started with the Hawaii islands. Looking at the reasons of both ethnic groups there are a lot similarities observed. Both groups left country of origin because of political and social unrest and moved for better opportunities in terms of money, societal conditions and better future. Angel Island The gateway to America for Asians was Angel Island located in San Francisco bay. Angel Island was used to deport and detain people coming from China, Japan, India, Thailand, Philippines and all other countries from Asia and South East Asia. Ellis Isla nd which was used as an immigration office for European population was faster in process (Werner 27). There were not many questions asked to the immigrants at Ellis Island and the maximum waiting period was hours to a day. While on Angel Island the conditions were exactly opposite. The detaining period could range from two days to two years. The conditions were deplorable and people staying at Angel Island were reduced to despair and depression. Chinese immigrants

AIR Pollution Outline Example | Topics and Well Written Essays - 500 words

AIR Pollution - Outline Example The trend in such industrialized countries is therefore a proof of the low socio economic factors prevalent in the countries despite their strong economies as the discussion below portrays. While obesity refers to the increase in body weight, research continues to prove that poor people are more susceptible to obesity than their wealthy counterparts are. Such is a worrying correlation since it proves that large sections of the populations of the developed countries are increasingly becoming poor (Correl,2010). Obesity is a lifestyle complication and therefore arises when people cannot afford appropriate lifestyles. The increase of fast food cafes in such developed economies as the United States and the United Kingdom is an economic factor that does not only point to the rising poverty levels but also makes citizens more vulnerable to obesity. Fast food cafes dispense foods high in fat some of which are never cooked in appropriate conditions. However, the foods are cheap and convenient to most of the people in the countries who spend most of their active hours at work. Such people lack adequate time to exercise thus burn the excess calories they obtain from such foods a feature that heightens their risks of obesity. The rising cost of living in the industrialized economies compels the poor to work hard thus lacking time to exercise and burn the excess calories (Drewnowski, 2013). Despite such, the group continues to rely on fast foods thus increasing their risks of becoming obese. Furthermore, obesity sustains the cycle of poverty in such families since it increases the chances of the people suffering many other diseases, which require adequate funds to manage. Despite such close relationships between poverty and obesity, other researches continue to prove that obesity arises from social factors and is not therefore a proof of the rising poverty levels in such countries. Proper nutrition for example is a cultural problem in the United States a feature that

Business Environment in United Kingdom Essay Example | Topics and Well Written Essays - 2750 words

Business Environment in United Kingdom - Essay Example An economic system are the consists of the people, institutions, processes, procedures that must be followed when making economic decisions to help solve the economic problems that face different economies. The different types of economic systems will determine the decisions on what to produce, how to produce, and who to consume the output. Economic Concepts and Problems The major economic problems that face economies include: the scarcity problem, competition, choice, resources, opportunity costs, needs, efficiency and wants. These are the key concepts that are fundamental in the understanding of the economic problems and that influence the kind of economic decisions that must be made for economic stability purposes and for the attainment of the solutions to the economic problems. The first concept is scarcity. This is a major economic problem that states that human needs are unlimited and resources are insufficient to satisfy all the diverse needs. The society is therefore faced wi th the challenges of the allocation of the scarce resources to attain maximum satisfaction of the unlimited needs. The economic system will therefore determine what to be produced and who to consume. It therefore also mean that a trade off must be made while making the economic decisions. Due to scarcity problem, the individuals in an economy will compete for the limited resources in order to survive. Competition is the scramble for the limited resources in order to acquire a fair share. Businesses and individuals both have to compete for the limited and scarce resources in order not to get eliminated in the system. When competition arises, the government agencies may formulate policies that are aimed at ensuring that the allocation of resources and that the competition is fair for all the participants. Competition has always been desired in order to increase efficiency and improve on the quality. The third important concept is opportunity cost. In economics the pursuance of one dec ision will mean a sacrifice to another possible action. Opportunity cost is the cost forgone for selecting the best alternative. Because the resources that are available in each economy is not enough to produce enough goods and services for everybody, some decisions must be made while others will be sacrificed. Economic systems will assist in the determination on what to produce and what to sacrifice. Needs are the requirements for existence or survival. Individuals in an economy will need food, shelter and good infrastructure for them to have a good life. Businesses as well will need resources e.g. raw materials in production or economic conditions that are favourable for operation. In addition, resources are the commodities or assets that are needed for production of goods and services that are demanded by individuals. Resources have the characteristics that they are limited, get depleted and have utility. The allocation of resources in production determines the manner in which th e economy performs and the output that will be attained. Economic systems are instrumental in the allocation of these scarce resources to maximize the satisfaction that will be achieved in the economy. Moreover, the scarcity of resources in production and in the satisfaction of human needs will mean that a choice must be made in relation to what to produce, quantity to produce, when to produce and who to consume. Choice can be defined as the choosing from among alternatives. In economic problems, a choice must be made on what to pursue among the various alternatives that are existing. The economic system influences the choices that are adopted in the

To what extent is increased legal regulation of the privately rented Essay - 1

To what extent is increased legal regulation of the privately rented sector justified and desirable - Essay Example the lower end of the market, thereby making life more unbearable for the tenant community.4 In some of the sub-markets that are characterized by a high number of claimants, the impact of this is especially acute with the landlords being able to set rents at levels that are artificially high to match the Local Housing allowance.5 Furthermore, the security of tenure (of between six and twelve months) availed by private landlords is not sufficient for families as well as those who have been shut out of the owner-occupation and social housing and who have to make the private rented sector their only option. The private rented sector has gone through extraordinary revitalization over the last twenty years to become increasingly critical to housing market and the benefit system considerations.6 Currently, there are approximately over four million houses in England that are privately rented. They account for about eighteen percent of all the family units.7 The industry has also doubled in magnitude since 1989 while having more households presently compared to social housing while occupation by owners is on the decline.8 These figures demonstrate the deteriorating affordability of private rented housing that an increasing number of people are forced to use as a consequence of the drop in social housing along with challenges to house ownership.9 All the solutions to the present-day housing catastrophe have to entail a considerable upsurge in the erection of new houses along with the social industry, but this does not imply that no action can be taken to lessen the related issues. In the mea ntime, scarcity is a major defining aspect of the home markets. Furthermore, in London, it remains conceivable that supply will hardly ever match demand. The above perspective of the U.K.’s private rented sector outlines the great importance it plays in the lives of people, mainly those living in the urban centres. It is this assumed importance against the need to protect the

Project Management Assignment Example | Topics and Well Written Essays - 2500 words - 2

Project Management - Assignment Example Also I learned these questions will direct me towards the correct projects. During that training, I learned that planning enables managers to have predetermined criteria on how they can execute duties, and have well informed decisions. The training involved 5PM techniques which included; Initiation, planning, executing, Monitoring, and controlling. This techniques enables to define who authorizes the project, enable me to describe the management of the project, be able to help the group members to work together to complete a project, and how to check the progression of the project and rectify the problems. Being a Project Manager, I have been assigned a task of upgrading system software in an organization. The organization has an old system that needs to be upgraded so as to be efficient, and save time. Such undertakings are subject to many challenges if proper planning and execution is not done well. So utmost care must be taken. Some of the risks that such projects suffer include; on-time and on budget completion, security compromise, software compatibility issues and lack or no training to the users of the organization (Barbier, 2003). The software upgrade done should be able to have a specific timeline i.e. a life cycle that has a start of use and when the program should be replaced because it has become obsolete with time. There is also the aspect of the scope of work the software can and not do. This has to be defined from the beginning The compelling purpose of this project is to enhance efficiency, increase functionality, and thus productivity of the organization by use of Software. The organization has been suffering from incompetency because of lack better software to help the firm to run its auditing work. Thus it has led to the company to rely on paper work which is slow, bulky, and untidy. Digitizing a system cannot be underestimated. Because operation costs and

Policy of Containment Essay Example for Free

Policy of Containment Essay Americans believe that if Franklin D. Roosevelt would have lived longer, that he would have been able to stem the tide of tensions between the Soviet Union and the United States. His successor lacked greatly the Talent of FDR. The new president, who was more comfortable with machine politicians than with polished New Dealers, liked to talk tough and act defiantly. Truman complained that the U.S. Negotiations had been a one way street just ten days after he took office. He then vowed to not baby the Soviet no longer. A crisis in the Mediterranean prompted President Truman to show his colors. On February 21, 1947, amid a civil war in Greece, Great Britain informed the U.S. State Department that it could no longer afford to prop up the anti-Communist government there and announced its intention to withdraw all aid. Truman concluded, Greece, Turkey, and perhaps the entire oil-rich Middle East would fall under Soviet control, without U.S. Intervention. On March 12, 1947, the President made his argument before Congress in bold terms: At the present moment in world history, nearly every nation must choose between alternative ways of life One way of life is based upon the will of the majority, and is distinguished be free institutionsand freedom from political oppression. The second way of life is based upon the will of a minority forcibly imposed on the majority And the suppression of personal freedoms. Never mentioning the Soviet Union by name, he appealed for all-out resistance to a certain ideology wherever it appeared in the world. The preservation of peace and the freedom of all Americans depended, the president insisted, on containing communism. Congress approved a $400 million appropriation in aid for Greece and Turkey, which helped the monarchy and right-wing military crush the rebel movement. Trumans victory buoyed his popularity for the upcoming 1948 election. It also helped to generate popular support for a campaign against communism, both at home and abroad. The significance of what became known as the Truman Doctrine far outlasted  the events in the Mediterranean: the United States had declared its right to intervene to save other nations from communism. As early as February 1946, foreign-policy adviser George F. Kennan had sent an 8,000-word long telegram to the State Department insisting that Soviet fanaticism made cooperation impossible. The USSR intended to extend its realm not by military means alone, he explained, but by subversion within free nations. The Truman Doctrine described the differences between the United States and the Soviet Union as absolute and irreconcilable, as an ideological breach that resonated far beyond foreign policy. It was now the responsibility of the United States, Truman insisted to safeguard the Free World by diplomatic, economic, and, if necessary, military means. He had, in sum, fused anti communism and internationalism into an aggressive foreign policy. The Truman Doctrine complemented the European Recovery Program, commonly known as the Marshall Plan. On June 5, 1947 the plan was introduced in a commencement speech at Harvard University by secretary of state and former army chief of staff George C. Marshall. The plan sought to reduce hunger, poverty, desperation, and chaos and to restore the confidence of the European people in the economic future of their own countries and of Europe as a whole. Although Marshall added that our policy is directed not against any country or doctrine, the plan that bore his name additionally aimed to turn back both socialist and Communist electoral bids for power in northern and western Europe while promoting democracy through an economic renewal. The most successful postwar U.S. Diplomatic venture, the Marshall Plan supplemented the Bretton Woods agreements by further improving the climate for a viable capitalist economy, in western Europe and in effect bringing recipients of aid into a bilateral agreement with the United States. Western Europe nations, seventeen in all, ratified the General Agreement on Tariffs and Trade (GATT), which reduced commercial barriers among member nations and opened all to U.S. Trade and investment. The plan was costly to Americans, in its initial year taking 12 percent of the federal budget, but effective. Industrial production in the European nations covered by the plan rose by  200 percent between 1947 and 1952. Although deflationary programs cut wages and increased unemployment, profits soared and the standard of living improved. Supplemented by a multimedia propaganda campaign, the Marshall Plan introduced many Europeans to American consumer goods and lifestyles. The Marshall Plan drove a deeper wedge between the United States and the Soviet Union. Stalin was invited to participate but he denounced the plan for what it was, an American scheme to rebuild Germany and to incorporate it into and anti-Soviet bloc that encompassed all western Europe. The president readily acknowledged that the Marshall Plan and the Truman Doctrine were two halves of the same walnut. The policy of containment depended on the ability of the United States to back up its commitments through military means, and Truman invested his faith in the U.S. Monopoly of atomic weapons. The U.S began to build atomic stockpiles and to conduct tests on the Bikini Islands in the Pacific. By 1950, as a scientific adviser observed, the U.S. Has a stockpile capable of somewhat more than reproducing World War II in a single day. The U.S. Military analysts estimated it would take the Soviet Union three to ten years to produce an atomic bomb. In August 1949, the Soviet Union proved them wrong by testing its own atomic bomb. There is only one thing worse than one nation having the atomic bomb, Noble prize-winning scientist Harold C. Urey said, thats two nations having it. The United States and Soviet Union were now firmly locked into the Cold War. The nuclear arms race imperiled their futures, diverted their economies, and fostered fears of impending doom. Prospects for global peace had dissipated, and despite the Allied victory in World War II, the world had again divided into hostile camps.

The Scarlet Letter - Thesis Essay Example for Free

The Scarlet Letter Thesis Essay One main theme present in the work The Scarlet Lette is that of sin and guilt. Nathaniel Hawthorne attempts to show how guilt can be a form of everlasting punishment. The book represents sin and guilt through symbolism and character development. In his novel, The Scarlet Letter, Nathaniel Hawthorne explains how the punishment of guilt causes the most suffering among those affected. As with any piece, symbolism plays an important role in representing the main ideas of a novel. The plot in The Scarlet Letter revolves around three significant events that describe the development of the story. As both starting point and ending point of the novel, the scaffold scenes hold symbolic meaning. The first scaffold scene introduces the reader to the story, plot, and characters. The reader meets Hester Prynn and soon discovers the means of her sin. Hesters thoughts as she stands before the public are described at the end of the second chapter. Could it be true? She clutched the child so fiercely to her breast, that it sent forth a cry; she turned her eyes downward at the scarlet letter, and even touched it with her finger, to assure herself that the infant and the shame were real. Yes! -these were her realities, -all else had vanished! (Hawthorne, 55). At this point, Hester is still quite ashamed of her sin of adultery, and may not want to acknowledge the reality of it. As Hester is accused of her crime, the first scaffold scene represents committing and being accused of a sin. By the time the second scaffold scene approaches, seven years later, the reader should know that Hesters partner in crime is the minister Arthur Dimmesdale. Thus far in the novel, Dimmesdale has kept his sin a secret from society. During the second scaffold scene, Reverend Dimmesdale ventured out in the night to the scaffold in seek of forgiveness from God. He hoped to reveal himself to the public, however No eye could see him, save that ever-wakeful one which had seen him in his closet, wielding the bloody scourge. Why, then, had he come hither? (129) Resulting with the burden of guilt still upon his soul, his sin is not revealed which is why the second scaffold scene represents concealment of sin. Just as the book opened at the scaffold, it closes there as well. The third and final scaffold scene involves the primary characters from both the first and second scaffold scenes. All three of these characters, Hester, her child Pearl, and Dimmesdale stand together at the scaffold. This is the point in the novel where the minister finally wishes to reveal his sin. Concealing his sin for so long had caused him to deteriorate both mentally and physically, so just as Dimmesdale confessed, his life was taken from him. The third scaffold scene represents revealing and repenting sin. Some say that Nathaniel Hawthorne named the characters of his novel with symbolic meaning behind them. Each of the four main characters names can be tied in one way or another to sin and guilt. First, there is the character Hester Prynn. Her last name, Prynn, rhymes with the word sin, which is used to represent her role in the novel. Next, there is Dimmesdale. Simply the mere sound of the name in itself gives the impression of someone dim, dark, or weak; perhaps this way from suffering guilt. Then there is Chillingworth. Again, the sound of the name gives the reader a sense that the character has a cold heart; which is sinful alone. And lastly, little Pearl. Rather than representing the evils of sin, her name means salvation, and can be represented as the salvation of sin. The characters alone play a symbolic role in expressing the main theme. (Online-Literature.com, Symbolism) Nathaniel Hawthorne attempts to show how guilt can be a form of everlasting punishment by showing how each character endures much suffering from it. Hester Prynne, the main character in the novel, suffers a variety of types of punishment for the crime of adultery she committed. She faces such punishment as public humiliation from wearing the symbol A as to represent her crime, dealing with the physical outcome of her crime, and most painful, having to live with what she had done. As the book opens, Hester is brought forth from the jail and walked to the scaffold. For the first time being seen in public named an adulterer, Hester shies from the public as they mock her. However, She never battled with the public, but submitted  uncomplainingly to its worst usage; she made no claim upon it, in requital for what she suffered; she did not weight upon its sympathies. (Hawthorne 140). Soon, it did not matter what other people thought of Hester because of her sin. She chose not to live with the humiliation, but she did have to live with herself. Having to deal with her daughter Pearl day in and day out is a punishment in itself as well. Most people, including Hester, view Peal as a demon child. However, Hester hesitates to punish Pearl for being so. She feels guilty as it is, placing a burden on Pearls life, for Peal is branded as the child of an adulterer, all of this resulting from Hesters passionate sin. (Guilt as Reparation for Sin, paragraph 14). The minister Dimmesdale is greatly affected by the weight of guilt he carries with him everyday of his proceeding life. Since his sin is unknown to society, there is not a public crowd to look down upon him, but one Roger Chillingworth who lives just to torture Dimmesdale. He wishes and prays most often that the public know of his wrong, rather than hold it secret, as it would be less painful. Happy are you, Hester, that wear that scarlet letter openly upon your bosom! Mine burns in secret!! (Hawthorne 182). Fear, is in fact, the only reason Dimmesdale fails to confess himself. He feels guilty for not being able to be a father figure to Pearl, for letting Hester suffer on her own, and, of course, just for his own sinful actions. In the end, it is the guilt that kills him, not any public humiliation. One may look at Roger Chillingworth, Hesters husband, and see no guilt within him. Truthfully, Chillingworth is a cold-hearted soul. He does, however, have some guilt. Chillingworth, indeed, feels a bit guilty for marrying Hester in the first place. He and Hester both knew they did not love each other, but decided to marry anyway. Chillingworth might have known something like what Hester did would have happened eventually. After all, Chillingworth was much too old and unattractive for a young woman like Hester to feel anything worth making the relationship work. Even though it was out of his hands, Chillingworth also feels a bit bad about leaving Hester as he did for so long. He may feel that he could have been a catalyst  in what happened, however, Chillingworth was not about to let others who contributed to it run away freely. This explains his excuse for becoming a fiend. He may feel guilty for becoming so evil, however, he blames it on Hester and Dimmesdales actions, and does not feel he should change his ways. I have already told thee what I am! A fiend! Who made me so?' (Hawthorne 151) He felt less guilt than the other characters, however, he was the one who caused the most misery. Although Pearl, Hesters daughter, does not directly suffer such guilt because she is the only innocent character in the novel, she does suffer from her mothers guilt and sinful actions. Because Pearl is dubbed an evil being as an illegitimate child, she suffers much public ridicule and humiliation. She also receives the blame for Hesters past seven years of suffering guilt. During the scene in A Flood of Sunshine, when Hester throws the A into the river, she also symbolically throws away Pearl, thus rejecting and blaming her own child. Each of the four main characters, in their own forms, has and must suffer from a form of guilt. Since Hester and Dimmesdale are the only characters that committed the sin the book revolves around, they are the ones who suffer most of the guilt. Guilt is a painful reminder of sin. The other punishments both characters had to face were painful, but in the end, all they did was make them feel further guilt and suffer further pain. The only thing other punishments bring out is the inner guilt of a person, if they are worthy enough to realize their wrong. Only the man who has enough good in him to feel the justice of the penalty can be punished; the other can only be hurt.' (Punishment Quote, paragraph 1). There are two characters in the novel who are worthy enough to be punished: Hester and Dimmesdale. On the other side of the spectrum, there is Chillingworth. He does not see the wrong in his sin of torturing Dimmesdale. Hester Prynne immediately feels guilty for what she had done. If anything, shed wish to take it back, as if it had never happened. Such the same with Arthur Dimmesdale. He was not only suffering from guilt of his sin, but also  was becoming a very hypocritical reverend, the last thing he may have wanted. It is quite evident that the guilt eventually drove him mad to the point of self-mutilation, because as the reader knows, in the end of the novel, Dimmesdale dies from his guilt. If you are not worthy, you cannot feel sorry for what you have done, as the case with Roger Chillingwroth. He felt it was he duty to torture the reverend Dimmesdale. He was, nonetheless, hurt by it. He had dedicated the remainder of his life to making Dimmesdale suffer, so when Dimmesdale died, so did Chillingworth shortly following. Sin is represented in many ways throughout the novel. Because of the sins the characters have committed, they had to be punished for their actions. Letting them suffer with their own guilt is the best way of going about the matter. With this, the character is forced to live with what they did. Because both Hester and Dimmesdale saw their wrongs, guilt, for them, was effective. It just goes to show the pain the characters suffer. In his novel, The Scarlet Letter, Nathaniel Hawthorne explains how the punishment of guilt causes the most suffering among those affected. BIBLIOGRAPHY: Guilt as Reparation for Sin in The Scarlet Letter. [http://www.123student.com/english/1443.shtml]. Feb. 2004. Hawthorne, Nathaniel. The Scarlet Letter. New York: Penguin Books, 1962. Punishment Quote. [http://www.123student.com/english/1910.shtml]. Feb. 2004. Stephanie. Symbolism in The Scarlet Letter. [http://www.online-literature.com/hawthorne/scarletletter]. Feb. 2004.

Implementation Of New Product Service Or Process Purpose Marketing Essay

Implementation Of New Product Service Or Process Purpose Marketing Essay KELLOGG is the worlds leading producer of cereal products with total sales volume of nearly $13 billion during 2008. Kellogg products are manufactured in 19 countries and marketed in more than 180 countries around the world. Major Kelloggs products include crackers, Toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and vegetarian foods (http://www.kelloggs.co.uk/ Accessed on March 03, 2011). The company famous brands include all- bran, corn flakes, keebler, pop-tarts, eggo, cheez-it, nutri-grain, rice krispies, bearnaked, morningstar farms, famous amos, special K, and frosted mini-wheats. Mission statement: Kellogg is a global company committed to building long-term growth in volume and profit and to enhancing its worldwide leadership position by providing nutritious food products of superior value http://www.kelloggs.co.uk/ Accessed on March 03, 2011) In a rapidly changing and competitive business environment, it is not easy to predict: future trends in consumer tastes and preferences competitors actions market conditions. Creating new products or making changes to existing brands involves making investment decisions, in the hope of making a return. Weighing up future returns against an investment is crucial and involves an element of risk, because the future is never certain. Previous experience, together with market research information helps to predict future events and outcomes. However, all business activities involve some element of risk. There is often a link between risk and return. More the risk, the higher the likely returns (or profits); however, a balance needs to be struck. In making a decision to develop a new brand, it needs to decide how much investment to make and to forecast the likelihood of a successful outcome. Decision makers aim to develop a long-term strategy to meet a range of objectives such as: growing market share developing a unique market position creating consumer or brand loyalty generating a targeted level of profit. This case study describes a major investment in Kelloggs All-Bran. It illustrates business case for the new product and identifies how the companys investment in new product development serves to strengthen a global brand. Later part of the essay will reflect an outline plan which identifies resources required for the project that is materials, equipment, labour, and training and development of staff 2. LAUNCHING OF KELLOGGs ALL-BRAN 2.1) NEED IDENTIFICATION AND ANALYSIS: In an uncertain world where the organisations strategy is to focus on products and brands that are either the market leader or in a strong position the company believes that this focus upon core and successful products enables it to provide consistent and reliable returns and rewards for its stakeholders. Before proceeding with the change, Kellogg carried out some detailed market research with consumers to discover their thoughts and feelings. There are two main approaches to market research i.e.: qualitative and quantitative. Qualitative research involves working in detail with a relatively small number of consumers e.g. observing and listening to them talking in small groups in which they discuss the brand, products, packaging, advertising ideas, etc. The qualitative research helped Kellogg to develop the concept of a family of fibre brands. The advertising and promotional materials with which the consumer groups worked were very similar to the end promotions that Kellogg wished to communicate. Quantitative research involved using questionnaire and survey approaches with a much larger sample of targeted consumers to estimate the impact on sales if these changes were put into market. Kelloggs undertook market research by answering the questions as per questionaire-1 in Appendix. In September 2004, Kellogg planned to introduce a new product i.e. All-Bran to make the benefits more relevant to consumers. Promotion of feel great message was featured on 8 million packs and on the All-Bran website. It focused on the fact that high-fibre diets may help people to feel lighter and more energetic as well as aiding the digestive system. Bran which is high in fiber is needed in a humans diet. It is best to be used in moderation to gain the positive health it promotes. The high bran, high fibre cereal has been designed to aid a healthy digestive system and to help people control their morning eating habits; without compromising on taste! Research showed that consumers see cereals as a natural product. This is a strong selling point. It makes it vital to feature the ingredients on the packaging. This is because All-Bran range can be seen as part of a daily healthy diet (http://www.thetimes100.co.uk/case-studybuilding-brand-order-to-sustain-its-life-cycle Accessed on March 03, 2011). 2.2) OBJECTIVES: By setting up SMART (specific, measurable, achievable or agreed, realistic and time-related) objectives Kellogg would know whether each objective for launching All-Bran had been achieved. The objectives were clear and were communicated to all staff. This made sure that all staff agreed to follow certain actions to achieve the stated aims. By setting these objectives Kellogg set a direction that would take the business to where it wanted to be three years into the future. Major objectives include; encourage and support physical activity among all sections of the population use resources to sponsor activities and run physical activity focused community programmes for its consumers and the public in general increase the association between Kellogg and physical activity use the cereal packs to communicate the balance message to consumers introduce food labeling that would enable consumers to make decisions about the right balance of food 2.3) TARGET MARKET: It is the process of evaluating each market segment and select one or more segments to enter. Premiums and gifts are outstanding tools for call to mind initial trial, brand switching, and repeat purchase. Now and then company is able to target because they are financially strong and they can arrange a vast product line. People aged 55 and over are the target markets of Kelloggs ALL BRAN .Kelloggs ALL BRAN are easily available in urban and rural areas all over the country. It has been targeted every segment and we can say that Kellogg has a fragmented market. Market attractiveness factors for All-bran include market, size, differentiation possibilities, bargaining power of customers, seasonality, distribution, product growth and stage in product life cycle Main factors influencing marketing of a product are; a) Economic and technological factors i.e. Investment intensity, Industry capacity, Technology, Barriers to entry and exit and Access to supplies b) Competitive i.e. competitive structure, competitive groupings, substitute products, price, and Individual competitor analysis 3. PRODUCT LIFE CYCLE The product life cycle is the period over which it appeals to customers and can be illustrated in a series of stages showing how consumer interest, and hence sales, has altered over time. Kelloggs All-Bran has a long and distinguished history. Like many other famous products, however, it is important from time to time to re-energize its life cycle. To prolong the life cycle of a brand or product an organisation needs to use skilful marketing techniques to inject new life into the product. The traditional product life-cycle shows how a product goes through 4 stages during its life in the market place. At each stage in the product life-cycle, there is a close relationship between sales and profit so when a product goes into decline, profit decreases. When a product is introduced to the market, growth is slow due to limited awareness. As the product is establishing itself, sales will start to increase during the period of growth. As the product reaches maturity, the company needs to inject new life into the product; either by creating brand extensions or variants otherwise the product will reach maturity and start to decline. All-Bran is standing on the maturity stage with 65% of total market share. To stay spirited in the market it needs to introduce time to time new offers and flavors and different promotional schemes. Manufacturing capability is another key issue. If launches of new products are successful in global markets, Kelloggs must have the manufacturing capaci ty to meet consumer demand as well as the supply chain necessary to reach those consumers. When a company like Kelloggs is investigating a change in its marketing it can consider four elements (http://www.thetimes100.co.uk/case-studyusing-new-product-development-to-grow-a-brand Accessed on May 03, 2011) of marketing mix or 4Ps: 3.1) PRODUCT: This is about meeting changing needs and wants of customers through offers. The growth in healthier lifestyles creates opportunities for Kelloggs to increase the number of products for this segment. In case of ALL BRAN, the product is the cereal production by the company. Core Product is cereal, for breakfast and as a snack. Actual product is high quality level; different tastes, flavors, packaging and the symbol K. Augmented product provides tastes and energy as well as nutritional ingredients. 3.2) PRICE: Pricing decision is very important because the survival of a company in the market depends upon pricing decision. Pricing strategy depends on pricing objectives. The amount a company charges for its product is important in determining sales. Super brands like Kelloggs can charge a premium because of the strength of the brand and product quality. 3.3) PLACE: Where customers can purchase the product is also an important factor in determining sales. If a brand like All-Bran is not stocked in supermarkets where most purchases are made, sales will be lost. 3.4) PROMOTION: The marketing mix activities of a product planning, pricing, and distribution are performed mainly within the organization or between the organization and its marketing partners. However, with promotional activities, the firm communicates directly with potential customers. Kelloggs uses above the line promotion like TV advertising as well as below the line promotion like on-pack promotions and sampling. The market research revealed several matters that Kellogg needed to address when alerting the public to changes in the brand family. 1. Some consumers might find the act of placing a range of separate products under the All-Bran brand confusing. The solution was to ensure that packs clearly display both the power brand name (All-Bran) and also the product name (e.g. Bran Flakes). 2. Research showed that consumers see cereals as a natural product. This is a strong selling point. It makes it vital to feature the ingredients on the packaging. 3. To give the campaign maximum impact, Kellogg carefully co-ordinated television and radio advertising, PR and in-store promotions. These encouraged consumers to try out and reappraise the revamped products. A products life cycle may last only a few months (e.g. with a fad, or craze) or, as with Special K, for many years. Although it was a successful product, Kelloggs recognised the opportunity to stretch the brand by investments that would: revitalize it extend and further develop its growth phase and Help to delay the onset of the maturity phase. 4. CHARACTERISTICS OF THE MARKET 4.1) MARKETING ENVIRONMENT: This can be divided into two broad categories; a) Micro Environment: The Micro Environment of the Kellog consists off; The Company: has to take other groups or departments of company into account. Such as finance, research and development, purchasing, operation, accounting department. Suppliers: Kelloggs obtains its raw materials of wheat, corn, cocoa, rice and sugar from primary suppliers around the world. It is a large-scale manufacturer and stores sufficient stocks to meet customer orders. Marketing Intermediaries Kelloggs does not sell its breakfast cereals directly to consumers. It uses intermediaries like wholesalers, supermarkets, high street stores and hotels. Kelloggs has major relationships in the tertiary sector. These include the major retail supermarkets such as Tesco and ASDA and some of the wholesale sector such as Makro. Customers: The Kelloggs Company mainly focuses on customer market that consists of people aged 55 and over and weight conscious people. Competitors: Nestle is the only competitor of Kellogg. b. Macro Environment: The external factors which affect a companys planning and performance, and are beyond its control: for example, socio-economic, legal and technological change (http://wiki.answers.com/Q/What_is_the_macro_environment_of_Kellogg) There are many environmental issues which should be looked at to get the broader picture of Kelloggs Company. These issues can be grouped into six categories: political, economical, social-demographic, technological, legal and ethical. The acronym for this is a Pestle analysis. Political /Legal Environment: UK has a stable political environment hence, private enterprise is encouraged, which gives Kellogg an opportunity to introduce new products and improve the existing ones. Economic Environment: Economic factors are those that affect consumer buying behavior. As this is an era of great depression, there is a change in the income of the consumer so the sales of Kellogg are affected by this. Natural Environment: The natural environment of Kelloggs involves all the natural resources that are needed as inputs by the company and are affected by market activities. Theyve set themselves a number of targets to meet by 2015, and are constantly checking their progress along the way so they can see how theyre doing. By 2015 they aim to have reduced all of the following by 15-20% per metric tonne of food produced since 2005. Energy use Greenhouse gas emissions Water use Waste sent to landfill (For waste to landfill, they achieved a 41.5% reduction by 2009 and have set themselves a new target of a further 20% reduction by 2015 against a 2009 baseline.) Socio-cultural Environment: UK has a tradition of eating cereal as a breakfast so Kellogg has got high market. Technological Environment:: UK has good infrastructure and distribution channel which again is highly favorable for Kellogg to grow further. Responding to the Marketing Environment: Kelloggs has utilized integrated business units and compensation incentive systems to increase the accountability of the cash expenditure and improve the functionality of the organization. Products sales have been increasing in the UK as well as in other countries. The pricing and availability of the product determines the profitability of a product. Streamlining many of the operations in recent times has helped the Kellogg increase the profit margin. More resources could therefore be spent on the marketing and advertisement of products. In addition, Kelloggs also increased the number and frequency of promotional offers more toys and DVDs in cereal boxes, tie-ins with movies and charitable donations to local schools and charities. In 2002, a new strategy of Volume to Value was introduced throughout the company. 4.2) MARKET SEGMENTATION PROCESS The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. Today Kelloggs is doing its business in United states, China, India, Indonesia, Jordan, Lebanon, Malaysia, Maldives, United Kingdom, Qatar, Saudi Arabia, Singapore, Sri Lanka, Thailand, United Arab Emirates and Vietnam. In this project we are only discussing its market segmentation in United Kingdom. They are segmenting the market in the form of geographic, demographic, psychographic, and behavioral. All-Bran Original is available in Australia, Somalia, USA, Canada, Colombia, UK, Italy, Mexico, France, Japan, Latin America, and South Africa 4.3) MARKET TARGETTING PROCESS After dividing the market into various segments, the Kellogg Company has to decide which segment it can serve better. So first they evaluated each segments. They want the sets of buyers who share common needs and characteristics to serve. Kellogg mainly used undifferentiated (mass) marketing strategy because cereal will always be mass marketed. They have to do business on large scale so Kellogg Company is using mass marketing. 4.4) PRODUCT DEVELOPMENT PROCESS New product development process of product starts with idea generation. Commercialization Product Development Marketing Strategy Development Idea Generation Test Marketing Business Analysis Concept Development Testing Idea Screening 5. USE OF INTERNAL AND EXTERNAL RESOURCES Use of internal and external resources is crucial in the launch of a new product. 5.1) INTERNAL RESOURCES: Idea of Kelloggs came from; Product development teams Formal research and development (asked consumers through questionnaires ) Brains of its executives, scientists, engineers, manufacturing staff and salespeople Companies successful entrepreneurial programs (encourages employee to think about new cereal product ) Value innovation program 5.2) EXTERNAL RESOURCES: Customers (through questionnaires) Competitors (Kelloggs get clue about their new product by watching competitors ads, analyze the sales, and then decide). Distributors Suppliers (tell company about new concepts, techniques and materials that can be used to develop new products). 6. SWOT ANALYSIS STRENGTHS: a) Kellogg All Bran is the only large, very high fibre brand in the market place. Private label provides the main competition. b) The general public remains highly aware of ALL BRAN c) The ALL BRAN brand is strong; consumers associate it with healthy activity. WEAKNESS: a) Awareness of the brand had been declining because of little promotional (e.g. advertising) activity in recent years. b) Compared with leading brands such as Kellogg corn flakes, the individual fibre products have limited scale, making it hard to make advertising investment economic. c) The preposition that a fibre cereal keeps you regular is less motivating to consumers than in the past. Consumers now more interested in products inner health OPPORTUNITIES a) People are looking to eat more healthily b) The rapid growth of non cereal products that meet inner health need (pro biotic drinks and yogurts) c) In the UK the number of people over 55(the products main consumers) continues to increase. THREATS: a) The sales of private labels fibre cereal is growing. b) There is a consumers trend towards the tastier cereal 7. CONCLUSION By creating the power brand All-Bran and providing the right sort of well researched promotional support, Kellogg has been able to inject renewed vigor into a family of related products. Through appropriate promotional activities and more relevant messages, Kellogg has re-awakened consumers interest in products that can play an important part in developing a healthy diet in a health-conscious world. Regular campaigns of promotional activity are helpful in enabling all organizations to sustain their own life cycle and those of their brands and products. It is early days in evaluating the success of the marketing activity supporting All-Bran but the signs are good. Appendix: Primary Research: Survey questionnaire-1 What changes taking place in society are likely to affect the product? How might new technologies affect our business? What are likely to be the future market trends? Where are the opportunities within the market place? What new categories would appeal to the target market? How far do consumers think the brand could stretch into the market for different product categories? Survey questionnaire-2 1. What is age bracket do you belong to? 13-16 yrs 17-30 yrs 31-39 yrs 39 yrs or above 2. Which income bracket do you belong to? GBP 50-200 GBP 200-500 GBP 500-1000 GBP 1000 above 3. What is your marital status? Single Married 4. What is the brand of the cereal that you usually purchase? Nestle Kellogg 5. Is ALL BRAN your favorite cereal? Yes No 6. How often do you purchase cereal? Everyday Once a week Once a month 7. Please rank accordingly to the characteristics of ALL BRANS: a) Taste b)Price c) Flavor d) Packaging 1=least preferred 5=most preferred 1 2 3 4 5 8. Do you like the ads of ALL BRAN? Yes No 9. What flavors of Kellogg do you like the most? Corn flakes All bran Rice kripsies Special K