Cohesive Groups Essay Example for Free

Cohesive Groups Essay In general terms, a group is said to be in a state of cohesion when its members possess bonds linking them to one another and to the group as a whole. Groups that possess strong unifying forces typically stick together over time whereas groups that lack such bonds between members usually disintegrate. Advantages of cohesive groups Firstly, members of cohesive groups tend to communicate with one another in a more positive fashion than non cohesive groups. As a result, members of cohesive groups often report higher levels of satisfaction and lower levels of anxiety and tension than members of non cohesive groups. Secondly, group cohesion has been linked to enhanced group performance in non laboratory based groups. This bi directional relationship is strongest when the members of a group are committed to the group’s tasks. Limitations of cohesive groups Membership in a cohesive group can also prove problematic for members. As cohesion increases, the internal dynamics (e.g., emotional and social processes) of the group intensify. As a result, people in cohesive groups are confronted with powerful pressures to conform to the group’s goals, norms, and decisions. In many instances these pressures to conform are so great that members suffer from groupthink. Individuals who refuse to yield to the ways of the majority are typically met with additional negative consequences, including hostility, exclusion, and scape goating. Furthermore, group cohesion can trigger distress and mal adaptive behavior in members following changes to the structure of the group (e.g., loss of a member). The five stage model of group development Stage 1: Forming In the Forming stage, personal relations are characterized by dependence. Group members rely on safe, patterned behavior and look to the group leader for guidance and direction. Group members have a desire for acceptance by the group and a need to be known that the group is safe. They set about gathering impressions and data about the similarities and differences among them and forming preferences for future sub grouping. Rules of behavior seem to be to keep things simple and to avoid controversy. Serious topics and feelings are avoided. The major task functions also concern orientation. Members attempt to become oriented to the tasks as well as to one another. To grow from this stage to the next, each member must relinquish the comfort of non threatening topics and risk the possibility of conflict. Stage 2: Storming The next stage, called Storming, is characterized by competition and conflict in the personal relations dimension an organization in the task functions dimension. As the group members attempt to organize for the task, conflict inevitably results in their personal relations. Individuals have to bend and mold their feelings, ideas, attitudes, and beliefs to suit the group organization. Because of fear of exposure or fear of failure, there will be an increased desire for structural clarification and commitment. Although conflicts may or may not surface as group issues, they do exist. Questions will arise about who is going to be responsible for what, what the rules are, what the reward system is, and what criteria for evaluation are. These reflect conflicts over leadership, structure, power, and authority. There may be wide swings in member’s behavior based on emerging issues of competition and hostilities. Because of the discomfort generated during this stage, some members may remain completely silent while others attempt to dominate. In order to progress to the next stage, group members must move from a testing and proving mentality to a problem solving mentality. The most important trait in helping groups to move on to the next stage seems to be the ability to listen. Stage 3: Norming In the norming stage, interpersonal relations are characterized by cohesion. Group members are engaged in active acknowledgment of all members’ contributions, community building and maintenance, and solving of group issues. Members are willing to change their preconceived ideas or opinions on the basis of facts presented by other members, and they actively ask questions of one another. Leadership is shared, and cliques dissolve. When members begin to know and identify with one another, the level of trust in their personal relations contributes to the development of group cohesion. It is during this stage of development that people begin to experience a sense of group belonging and a feeling of relief as a result of resolving interpersonal conflicts. The major task function of stage three is the data flow between group members: They share feelings and ideas, solicit and give feedback to one another, and explore actions related to the task. Creativity is high. If this stage of data flow and cohesion is attained by the group members, their interactions are characterized by openness and sharing of information on both a personal and task level. They feel good about being part of an effective group. The major drawback of the norming stage is that members may begin to fear the inevitable future breakup of the group; they may resist change of any sort. Stage 4: Performing The Performing stage is not reached by all groups. If group members are able to evolve to stage four, their capacity, range, and depth of personal relations expand to true interdependence. In this stage, people can work independently, in subgroups, or as a total unit with equal facility. Their roles and authorities dynamically adjust to the changing needs of the group and individuals. Stage four is marked by interdependence in personal relations and problem solving in the realm of task functions. By now, the group should be most productive. Individual members have become self assuring, and the need for group approval is past. Members are both highly task oriented and highly people oriented. There is unity: group identity is complete, group morale is high, and group loyalty is intense. The task function becomes genuine problem solving, leading toward optimal solutions and optimum group development. There is support for experimentation in solving problems and an emphasis on achievement. The overall goal is productivity through problem solving and work. Stage 5: Adjourning The final stage, adjourning, involves the termination of task behaviors and disengagement from relationships. A planned conclusion usually includes recognition for participation and achievement and an opportunity for members to say personal goodbyes. Concluding a group can create some apprehension in effect, a minor crisis. The termination of the group is a regressive movement from giving up control to giving up inclusion in the group.

Rizal Life Essay Example for Free

Rizal Life Essay The Jesuits, on the other hand, were with him practically every minute of the time, six priests going in relays, usually two at a time, in an attempt to bring about Rizals conversion. They have written the only complete story about his last day. Their earliest account was published in Spain in 1897; it is found in chapter seventeen of a book called La Masonizacion de Filipinas, Rizal y su Orba, printed by Tipografica Catolica of Barcelona. The author is anonymous but is thought to have been Father Pastalls. 03) In starting chapter seventeen he says: We will relate the fascinatingly interesting incidents as furnished to us from a new unedited and authentic account received from Manila. The account deals so largely with Father Balaguer, that it probably depended upon the notes Father Balaguer said he kept. (04) How far can we rely upon the accuracy and fairness of this book? Fortunately, we have a means of judging it. The first sixteen chapters deal with the life of Rizal which we have already studied. It says he was a model youth until he went to Europe to study medicine. There he joined Masonic lodges where he heard Republicans declare, Liberty should be demanded with bullets and not on ones knees. Ideas like this turned him into a fierce revolutionist. The book finds not a single wrong in the Philippines; but finds several governor-generals too lenient! It says that the liberal Governor Terrero was so weak that the religious orders had to hound him out of the Islands. 05) Governor General [Valeriano] Weyler (the bloody Weyler of Cuba) was an ideal governor who knew how to attack with firmness the evils permitted in the time of the weak Terrero. To use his graphic phrase he sucked out the brains of those he captured, so that the insurrection could not raise its head nor Masonry make any gains (06) . . . If only Rizal had remained in the Philippines and studied agriculture he would not have become the scandalizer and corruptor of his people. (07) The book strikes that note throughout, concerning Rizal and his most miserable work. (08) He was completely wrong, Spain beautifully right, but too mild at times; not injustice, but Masonry and Germany led Rizal to write his books indeed, most of the conclusions are diametrically opposite to the truth. One is prepared by this distortion of facts to be on his guard in reading the chapter on Rizals last day. Father Pio Pi, who succeeded Father Pastells, and was head of the Jesuit order in 1896, but not personally acquainted with Rizal, wrote a little book in 1909, calledLa Muerte Christiana de Doctor Rizal. 09) This follows the anonymous book of 1897 closely, often quoting word for word, but adding other details. (10) Father Balaguer, who says he secured Rizals retraction, signed (11) a sworn statement in 1917 in which he says: If anyone judges that I could not remember so many details, after twenty years, I may say that the same day in which Rizal died I wrote a very detailed story, the entire original of which I saved, and I have borrowed from it to make the present statement. All three writers evidently depend upon the notes of Father Balaguer for the most disputed part of the story. 12) Because the controversy as to whether Rizal did retract is so intense, it will be interesting to read the essential portions of the narrative, in an effort to get at the truth. It was what Retana calls El Dia Supremo for the Jesuits. They had worked with Rizal for four years without visible results. Following a well-conceived and well-executed plan, the government had touched his heart with the sufferings of his relatives, with exasperating espionage, with alternating laxity and severity, with heart-breaking disappointments, with loneliness, while the Jesuit fathers tried to win him with kindness and arguments. They had apparently failed. Now they had twenty-four hours or never! Father Pio Pi writes that the Archbishop showed great eagerness for the conversion of the man sentenced to death, and granted us all his authority to do whatever might be necessary. He directed us also to prepare a retraction, in the hope that the condemned man might be willing to accept and sign it; and we agreed to do so and to present it for his approval. . . . As usual, the Jesuits went at their task with tremendous fervor. From seven oclock of December 29, when Rizal was notified of his sentence, until he fell dead, there were few moments when they were not with him, coming in pairs and marshalling every means they could think of to play upon his emotions, to appeal to his reason, and to terrify him when other methods failed. Rizals statue: The Sacred Heart of Christ The rector of the Ateneo, Father Miguel Saderra Mata, and one of the professors, Father Luis Viza, took with them an image of the Sacred Heart of Christ, which Rizal had carved when he was a student in the Ateneo. Look, said the Father, how the heart of Jesus has been here twenty years waiting for Rizal. It wishes to convert him. Pi says that Rizal took it and put it on his table, where it remained until after his execution. Then Father Antonio Rosell was with the prisoner for awhile, and returned with a bad impression; he believed from what he heard that the man was a Protestant. Father [Federico] Faura also visited him that morning. Riz al asked as soon as he entered, Do you recall, Father, the last time we talked and what you foretold? It has come to pass. You are a prophet; I am going to die on the scaffold. Padre Faura could not subdue that spirit, still rebelling against the appeals of grace; so much so that the Father retired broken up with grief. From Rizal y su Obra (13) comes an account which sounds true, for there could have been no object in inventing the story: Father Balaguer returned to the chapel to discuss the religious question with the prisoner. The symptoms were very sad; there was little hope. In the morning when he had been given a medal of the Holy Virgin, he took it, probably from courtesy, and said coldly: I am a little Marian. Unfortunate man! To such an extreme, because of his error, had the former secretary of the Marian Congregation fallen. And yet he did not desire to abandon Her whom he had formerly served with filial love. Concerning religion, Rizal began to speak with reverence of God, of our Lord Jesus Christ, of the Holy Gospel, and of the Sacred Scriptures; he said that he prayed, and that he was always asking God for light, as his only wish was to fulfill his Holy Will. . He seemed like a fervent probationer. But observing that his statements were those that a Protestant would make, Father Balaguer narrowed him down to concrete and categorical questions, which showed that Rizal did not admit the authority of the Roman church nor of the Pontificate, and held as his rule of faith, the Scriptures as interpreted by his judgment, in short that he seemed to be guided by a Protestant criterion, but mixed in reality with free thinking and a strange piety. Father Balaguer, who had been with Rizal inDapitan, is the man who claims that he secured the retraction. We will let him tell his own story as to how he did it: I, who knew the history of his errors and what his books contain, in order to carry out our delicate mission, asked Rizal to explain his ideas about religion. He showed at once that he was a Protestant by certain phrases in which he manifested love and respect for Jesus Christ; but he told me more or less explicitly that the rule of faith was the word of God contained in the Sacred Scriptures; . . He told me that he was guided by the reason which God had given him, adding with a self assurance that froze the blood, that he could go to appear before the judgment seat of God, tranquilly as one who has done his duty as a rational man. In attacking him, I then began with arguments of the Catholic doctrine to expose the objections, a thousand times refuted, of the heretics and rationalists, and we argued about the criteria and rule of faith, the authority of the church, its infallibility and divine authority. . . nd many points in ap ologetics. But with all this, says Father Pio Pi, the poor condemned man was not convinced. So far had he lost his faith, and so proud was his self-conceit that he would not admit light nor law into his limited vision. . . With very good tact Father Balaguer tried him out, and giving a sudden turn in the conversation, exclaimed: (14) So, at the judgment seat of God, before whom we must appear, you will be unpardonably condemned forever, if you do not bring your intellect into subjection to faith. Whereupon, says Father Balauger, (15) at hearing this threat of mine, the tears sprang to his eyes, and he replied, No, no, I will not be condemned! Yes, I replied, you will go to hell; for whether you like it or not, extra Ecclesiam Catholicam nulla datur salus. Yes, outside the Catholic Church there is no salvation . . . Agitated at this chiding, he said to me: See here, Father, if I should comply with your request and sign what you propose, without feeling it, I would be a hypocrite and would offend God. Certainly, I said, I do not desire that. But do you not believe that it is the greatest grief for me to see a person whom I love, obstinate in his error, to see that he will be damned and not to be able to help him? We value you so highly, believe me, that we would give our blood and our lives if we could achieve your salvation. Right now we would offer ourselves to be shot in your place. But Father, he replied with feeling. What would you have me do, for I do not think I could conquer my reason. Offer yourself, I answered. Offer to God the sacrifice of your self-esteem, and even though it should be contrary to the voice of reason, ask God for the grace of faith, which is a gift of God, which he offers in abundance, and which is infallibly obtained with humble and persevering prayer. The only trouble is that you reject it. Good then, Father, he said, I promise you that the rest of my life I will use asking God for the grace of faith. . . . Father Balaguer continues: For a better understanding of the events of that day, I think it best to relate them in order. Father Vilaclara (now dead) and I arrived at Fort Santiago about ten in the morning. After being received by Rizal, the discussion with him began as related above. At twelve I went to the Palace to tell the Archbishop what had happened, as he had requested, and I had to say that up to that time the condemned man had remained obstinate in his errors and ideas contrary to the Catholic faith. Upon hearing this, the Archbishop, in his ardent zeal for the conversion of Dr. Rizal, at once sent a circular to all the religious communities of Manila, that they should plead for the conversion of the condemned man. In all of them there was fervent prayer, and in some of them there were offered for this purpose many penances, celebrating the Holy Sacrament. At three in the afternoon or a little later I returned to the Fort where Father Vilaclara had remained, and continued the discussion with Dr. Rizal. This lasted until evening, stopping at the point which I indicated above. I then went with Father Viza to the [Archbishops] palace, to give an account of the condition of the condemned man and to express hope for his conversion. While Father Balaguer was gone, Father Pio Pis account tells us that Rizal became restless and asked Father Vilaclara to hear his confession. The later told him that it would be necessary first to make a retraction, for which purpose he should await the formula which the Prelate had promised to furnish. . . At ten in the evening he was given [by Father Balaguer] the long formula of retraction which had been written by order of the Prelate. . . The inner fight had not yet ceased, and though his spirit was more humble, it was not wholly conquered. . . The wording did not suit him, both because of its length and because the style was not clear. See here, Father, he said, even though I should sign this, nobody would believe that it was mine. You know my style, that it is very clear. Bring me a pen and you dictate what I ought to say. Then Father Balaguer began to dictate the other formula, which had already been approved by the Archbishop, much briefer, though expressive and decisive, which, after offering some objections, he accepted in its entirety, only asking to interject on his own initiative a few brief phrases, which only add expression and courage to the document.

The Phenomenon Of Globalization Big Brands Marketing Essay

The Phenomenon Of Globalization Big Brands Marketing Essay INTRODUCTION All big brands around the world are now shifting towards the phenomenon of globalization. A product is no more confined to geographical boundaries. Globalisation calls for global marketing strategies being implemented around the world to resonate the brands identity and its image to target customers. A synonymous marketing strategy is cost-effective and this is the strategy applied by many big companies around the world. However, experts also say that this is not always a wise strategy because consumer behaviour around the world varies from culture to culture and from nation to nation. For instance, an American consumer will react and respond differently as compared to a Nepalese consumer. Thus, while implementing global marketing strategies, a wiser move would be to tweak it, customise it, and to relate it with the local consumer behaviour. Similarly, few international big names in Nepal have only implemented their global strategies and are not probably exploiting the huge potential they have. One such case is that of Red Bull in Nepal. Since the entrance of this drink in Nepal, it has done well enough to survive in the Nepalese market as compared to some of the other energy drink brands. Red Bull has implemented its global marketing strategy such as unconventional method without really evaluating its effects on the customer loyalty in Nepal. Thus, the question still remains whether the customer loyalty is influenced by Red Bull in Nepal that uses global unconventional marketing strategies. Statement of problem Red Bulls marketing strategy around the world is to use unconventional strategies that involve guerilla stunts and buzz generating tactics to communicate to their customers. Guerilla marketing is based on below-the-line (BTL) activities where brand recall is created through events and stunts that are mostly related to sports (X-games), parties, adventure and music. The sports Red Bull supports are ones that are not popular in Nepal. Formula one and X-games are not really popular. Similarly, Red Bull does a lot of promotional events at discotheque to enhance its brand. But this is not applicable in Nepalese situation because we dont have any such type of place. This is where the problem lies for Red Bull in Nepal. Like everywhere, the strategy depends on unconventional marketing which is not applicable and does not relate to the Nepalese culture and tradition. For example, how many people in Nepal would be interested in free style football? Hence, if they conduct a sports event based on free style football, still many people who are unrelated to these events will not consider joining there. Also, the idea of X-games that involve moto (motorcycle racing), skiing (ski big air, skier cross), snowboarding, snowmobile, Inline skating, skateboarding, and car racing are not played in Nepal. Thus, any event based on these games would be absolutely useless here. We do not have well organised night clubs and discotheques, as already described. These areas are the best places where most of Red Bulls promotions and selling would take place around the world. Red Bull also conducts a lot of its adventurous events around the world in deserts and mountainous areas. In these contexts, security is the prime issue. One would also argue Red Bull should use above-the-line (ATL) methods of promotions (e.g. television, print and radio) to communicate to a larger audience. The bottomline here is that Red Bull Nepal is not considering the local culture and consumer behavior and is blind ly implementing its global marketing strategies to communicate with its customers. That is why the current research has been done to find out the effectiveness of Red Bulls global unconventional marketing strategy, for example BTL method, in customer loyalty in Nepal. Aim and Objectives Aim The current research was conducted to find out the effectiveness of Red Bulls global unconventional marketing strategy (e.g. BTL strategy) in customer loyalty in Nepal. Objectives To analyse the situation of consumers in energy drink Do they consume energy drink? Are they aware of energy drinks available in markets? Do they prefer any energy drinks? To analyse the factors that affect potential target market of Red Bull in Nepal. Do gender, age-groups, marital status and income of consumers have any effect on Red Bull market in Nepal? Analysis of the Red Bull brand in customer loyalty What consumers think about Red Bull quality? Why consumers think Red Bull was unique among drinks? What consumers think about Red Bull brand? Will Red Bull consumers keep on purchasing it on future? Will Red Bull non-consumers consider purchasing it on future? To analyse the effectiveness of Red Bulls marketing strategy in customer loyalty in Nepal? Will sampling affect customer loyalty? Will promotion events affect customer loyalty? Any suggestion in enhancing customer loyalty? Justification of the study At the end of this study, our research will help understand the effectiveness of Red Bulls global unconventional marketing strategy (e.g. BTL strategy) in customer loyalty in Nepal. In addition, this study will be important to analyse the Red Bull brand in customer loyalty. A detailed report would be generated regarding consumer behavior, preferences, attitudes, reactions, lifestyles, and characteristics which would help us prepare an in-depth analysis on our research objectives. An exciting prospect of this project would be to find out to what extent Red Bull possesses the ability to reach markets and reach consumers as using unconventional marketing strategies limits their reach and opportunities. Lastly, the study will generate recommendations that will be crucial in Red Bull marketing strategy in future. Scope of the study The study comprises of conducting a research in different parts of Kathmandu targeting individuals and groups (principally university and college students, celebrities and media related persons) falling into our target criteria in order to find out the effectiveness of Red Bulls unconventional marketing in Nepal. The research also involves interviews with industry experts to gain their viewpoints and comments on the matter which was important to understand about Red Bull markets in this country. CHAPTER-2 LITERATURE REVIEW Unconventional marketing In the corporate world, the term marketing simply refers to activities carried out by organizations or individuals in order to generate awareness capture interest and boost sales. There are mainly two strategies to generate marketing, for example conventional and unconventional marketing. The first, conventional marketing, a traditional marketing technique, mainly refers to the use of media or ATL activities for the purpose of promoting the brand. These conventional methods comprise of television advertisements, print advertisements in newspapers, magazines, broadcasts on radios, billboards or hoardings and other sources of media. Unlike conventional marketing, the unconventional marketing refers to all those forms of marketing that require lower budgets and more time, imagination, creativity and a lot of energy rather than monetary support. Compared to conventional marketing that lacks an interaction between the organization and the end user, unconventional strategy is more interact ive with customers and gets them really engaged with the activity itself. Examples involve public interceptions, random giveaways or free sampling, and publicity stunt (PR). Unconventional marketing is synonymously used as guerrilla marketing, buzz marketing, public relation tactics, viral marketing, social media, BTL in various literatures. This marketing campaign is principally interactive with consumers who are unexpectedly targeted in unexpected places. Therefore, this campaign is aimed at generating buzz and viral marketing via a unique, engaging and thought-provoking ideology (Romane Knight, The Best Guerrilla Marketing Strategies, http://marketingnotesja.hubpages.com/hub/The-Best-Guerrilla-Marketing-Strategies (Blog), accessed on 21 September 2012). While both forms of marketing result in increased awareness, persuasion and education of the brand, unconventional marketing helps build a bond between the brand and the customer. The Exforsys Inc. website (2011) states that unconventional marketing is an experiential marketing which appeals to the emotions. The customer develops an emotional attachment to a brand, product, person, or idea. Therefore, unconventional marketing greatly enhance the customer interaction in order to gain valuable insights and consequently enhance loyalty. Customer loyalty When a company or a business organisation is opened, it is aimed to generate and retain a loyal customer who would continuously attach with the company in the context of its long-term cost-effective business. The ideology of retaining a long term relationship with brand loyal, i.e. the customer who has the continuous requirement of the same product is called customer loyalty. Customers will leave the company or organisation if it is not aimed at curomer loyalty. Various explanations have been found regarding customer loyalty in literatures. Sivadas and Baker-Prewitt (2000) said there is an increasing recognition that the ultimate objective of customer satisfaction measurement should be customer loyalty. Anton (1996) described satisfaction is positively associated with repurchase intentions, likelihood of recommending a product or service, loyalty and profitability. In 1997, Guiltinan, Paul and Madden (1997) said that satisfied customers are more likely to be repeat (and even become l oyal) customers (Guiltinan, Paul and Madden 1997). While these statements indicate that customer satisfaction is one of the factors of customer loyalty, customer dissatisfaction does not always lead to a reduction in loyalty. For example, even dissatisfied, some customers may be loyal because they dont expect to get any better service even if they did change (Reichheld 1996). In addition to customer satisfaction, brand loyalty may be another factor which may play in customer loyalty. Sometimes, customers can also feel a sense of loyalty and emotional attachment to a particular brand (Fournier 1998). However, the relationship of the brand with a customer is a two-way process in which it is not concerned how a customer feels to a particular brand, and this association is just preference or proclivity (Peppers and Rogers 2004). Customer Acquisition The assurance phase Customer Development The education bonding phase Customer Commitment The sales phase Customer Retention The continuation activity phase Customer Loyalty Cycle Satisfaction Satisfaction Satisfaction Satisfaction S2 S1 S3 S4 Figure 1: Customer Loyalty Cycle as a Business Model used by the Scuba Schools International (SSI) Dive Centres. They acquire students and convert them into loyal customers. S1: Step 1, S2: Step 2, S3: Step 3 and S4: Step 4 (Adapted from http://divessi-indo.com/acquisition/systems.php, accessed on 24 September, 2012). Finally, price may be one of the determining factors of customer loyalty (Fisher 2001). For example, good pricing is an important factor in encouraging customer loyalty (Abratt and Russell 1999). In contrast, if a customer is loyal to a brand, he/she will not care of future price changes (Clark et al. 1995) indicating price may not play a role in customer loyalty. While customer loyalty depends on different factors, the process of customer loyalty is not an easy task in business. The process of customer loyalty can be achieved in 4 steps (Figure 1). The first step is called the assurance phase in which customer is acquired via different marketing or business strategy. Then, customers are made satisfied and then, they are given different trainings and education programs to keep them bonded. This is the education and bonding phase and is the second step of customer loyalty. Again, the customers are made satisfied and customers make commitment in the sales phase or third phase. The satisfaction to customers is continued and customers will stick to the same brand or the same company in the continuation and activity phase. This is quite important to keep the customers retention. The cycle is repeated followed by customer satisfaction. Therefore, customer satisfaction may be one of the important factors in customer loyalty (Figure 1). Measuring marketing effectiveness Companies spend billions of dollars annually on marketing. Because of increasingly competitive markets, firms strive to produce higher and higher profits. This leads to calls for justifying the marketing expenditures (Rust et al 2004). Powell (2002) states that marketing effectiveness is the quality of how marketers perform their marketing activities in order to optimize their expenditures and achieve both short and long term goals. The difference between marketing effectiveness and efficiency is explained by Rust et.al (2004) as they state for example, that price promotions may be efficient in delivering short-term revenues and cash flows but ineffective in the long run if it is destroying profitability and brand equity in the long run. Figure 2: The Chain of Marketing Productivity (Adapted from Journal of Marketing 2004, vol. 68, pp. 76-89). The Chain of Marketing Productivity is a conceptual context that can be utilized for evaluating marketing effectiveness (Figure 2). This model explains the effects of certain marketing actions of a firm on its position and standing in the market. Rust et al (2004) believe that every firm must have a business model which is used to track the effectiveness of marketing expenditures in influencing the knowledge, beliefs and emotions of the customers that ultimately leads to purchase behaviours. They stress on the fact that marketing efforts such as advertising and product improvements help in building long term assets such as brand equity. These long term assets are leveraged to deliver profitability in the short run. Customer thoughts, beliefs and feelings that lead to purchase behaviours are usually measured through non-financial measures such as attitudes and behavioural intentions. These non-financial measures drive financial performance measures like sales, profits and stock values in the short and long runs (Rust et al 2004). Behaviours Hoyer and Macinnis (2009) states that consumer behaviour reflects the sum of all consumer decisions from acquisition to disposition of goods, services and experiences. Behaviour of the consumers is a dynamic process reflecting acquisition, usage and disposition activities. The questions of what, why, how, when and how much to acquire, use and dispose a particular offering can have a major impact on how strategies for marketing and communications are developed. In order to produce, communicate and provide appropriate goods and services, marketers need rich insights on consumer behaviours and what they value (Hoyer Macinnis, 2009). Marketing efforts such as communications and promotions have a long term impact on consumer behaviour. In recent years, consumers have become more price- and promotion-sensitive over the time because there is a lot of information and choice available to them. This is why more and more companies are attempting to influence consumer behaviours through marketing efforts such as promotions and communications (Mela, Gupta Lehman, 1997). Sales Revenue Sales revenue numbers are the most objective measures of marketing effectiveness. Financial benefits, such as sales, from particular marketing efforts are assessed in numerous ways. One traditional method is the Return on Investment (ROI) which is the relative return that is obtained from the required expenditure. Financial impacts like these affect the firms financial position in terms of profit and cash flow. However, these methods are controversial and ineffective if relied upon solely. This is because most of marketing efforts are played out in the long run; there effects cannot be observed in the short run, while methods such as ROI only assess short term effectiveness of marketing efforts. A better usage of such methods must incorporate future cash flows so as to predict and determine the long run marketing effectiveness (Rust et al 2004). Brand Equity Brand equity is a relatively new concept which has developed from the past two decades as core marketing concept. It suggests that brand value can be derived from the discounted cash flows received from the sale of products/services as a result of associations of the brand with those products/services (Rust et al 2004). Rust et al. (2004) further cite Tybout and Carpenter on the enormous brand equity of Home Depot which was the US$84 billion in 1999. This shows that even though there may be a short-term divide between ROI and marketing efforts, it may not be completely ineffective due long laSting value offered through brand equity. Elements of brand equity such as customer lifetime value, brand awareness, associations and recognition can be determined by recognizing prevailing perceptions regarding the brand and functional as well as emotional value propositions that the brand provides (Dunn Halsall, 2009). The impact on customers and resultant developments in valuable assets such as brand and customer equity influence a brands market share and revenue, hence, enhancing its competitive position in the market. Long term benefits of these assets can increase customer responsiveness to brands and its extensions, willingness to pay premiums, referrals, increased usage rates, lower after sales support costs, customer retention and loyalty. All of these factors reflect a larger market share to be enjoyed by the brand with guaranteed greater profitability (Rust et al 2004). There is a wealth of means to measure market effectiveness. Methods to evaluate marketing tactics and impact of marketing expenditures provide the necessary tools to affect the practice of management and to bring further credibility to marketers. From an accounting standpoint, marketing productivity must be categorized into modifications in financial assets as well as intangible assets such as brand equity (Rust et al 2004) . Red Bull-History Red Bull is a popular energy drink that had been manufactured since the early 1962 by the TC Pharmaceutical Co., in Thailand by Chaleo Yoovidhya. The name of the company was subsequently changed into Red Bull Beverage Co. Ltd. It was introduced into the Europe by the Austrian guy Dietrich Mateschitz, who found out that one of the Thai energy drink called Krating Daeng (Thai: Red Bull) was good at soothing the Jetlag. He finally realized that the Asia has a wide potential market for Energy Drinks and there was no such kind of product available in the West or the Europe. In 1984, he established an Austrian company called Red Bull GmbH that sold about a million cans in 1987. Consequently the sale was expanded to other countries like the UK, Germany, Switzerland and others (http://www.fundinguniverse.com/company-histories/red-bull-gmbh-history/). Throughout the world, it is the leader in the energy drinks market and has about 70% of the market share and has annual sales of billion dollar s (Data Monitor, Red Bull GmbH, 2004). Red Bull-Branding When introduced to the markets of the world, very few believed in the successful potentiality of Red Bull as a brand and product. The mere concept of energy drink was brought into inception by Red Bull and most believed that such a confined product category of energy drink was not required when you had other options such as tea or coffee as energy boosters. Beardwood (2010) remarked that Red Bull might be a slightly safer alternative to alcohol. Although there are negative assumptions related to Red Bull brand, it has now become the leading energy drink manufacturer around the world. Regani in 2006 believes that the soul reason of the success of Red Bull in marketing is due to its audacity to think out of the box and its trend setters rather than followers (Regani (2006). Red Bull-The brand While considering Red Bull as a brand, it reflects energy, enthusiasm, active life, trend setters, adventurous and everything that is about youth and its whereabouts. When a person is found to consuming Red Bull, the image created in mind is a cool and trendy one and that is the kind of positioning they have achieved as a brand. All brand managers at Red Bull maintain that the positioning of Red Bull will never change no matter what the situation is, as that is what Red Bull, as a brand has thrived on. Red Bull is more about the brand than the product itself. According to Gschwandtner (2004), it is not Red Bulls sales strategy that helps it sell like hot cakes around the world, but it is its innovative branding strategy that has helped it become the number one energy drink name of the world. Red Bull-Marketing strategy across the world Red Bull as a brand is rebellious in nature and it certainly proves the kind of unconventional marketing strategy it has chosen. They absolutely refuse to advertise and use some of the conventional modes of promotions such as billboards, banner advertisements, taxicab holograms and blimp in a way that many brands would opt to do. Even their TV spots are very different from others. Played only on niche channels, they are merely sketches of a mysterious Austrian artiest that tries to amuse the audience more rather than educating them. They completely pursue unconventional marketing techniques to build the brand that majorly includes buzz generating tactics, event-based marketing, hiring brand ambassadors, supporting student projects, free sampling and others. Rather than going on mass, Red Bull targets underground style with BTL activities. It aims to produce viral buzz by paying college going students, disc jockey (DJ)s and young opinion leaders to host events and parties where the drink can be served. These are the sort of parties Red Bull encourages its ambassador to lead or organise as it aims to associate its brand with such events. Therefore, strong Red Bull branding can be observed at club, cafà © and discotheque where young crowds are mostly present. Red Bull does not spend on advertising and flashy celebrity endorsement. They hire hip youngsters, students and unconventional sports athletes to endorse their brand and promote it. These not only cost less but are also more effective as they are closest to the target market and know the required consumer behaviors. Besides that Red Bull organize and sponsor extreme sports events like the X-games and freestyle football which against complements their strategy of unconventional marketing. Campaigns Their campaigns are mostly based on organizing events that are associated with the brand. These events usually include unconventional sports, parties, student based events and exhibitions. They use such events to heavily brand their product using all kinds of aesthetics and tools. Plus, they also sample at these events to generate product trial and to let their target consumer experience the functionality of Red Bull. Their most recent campaign was the world tour of free style biking champion Kenny Belaey who was taken to all Red Bull operating countries where he performed stunts at different schools, colleges and universities. This event was used to build an impression for Red Bull as an adventurous, outrageous and unique brand. Sampling was also conducted at all stunt venues. Before the tour of Kenny Belaey, Red Bull organized the Free Style footballing competition all around the world where youngsters flaunted some cheeky skills to win the major prize of going to the World Cup in South Africa. Publicity stunt/buzz generating tactics The main motive of Red Bull behind using unconventional and unique marketing strategies is to generate or create people talking about them that gradually support to promote them. They aim to create a buzz through their events that is why they do not prefer using the conventional modes of communication (e.g. TV, radio and print media). Red Bull aims to create a viral fever through its events where people are amazed by the activities they perform and talk about it. The message spreads like wild fire that is the thing each Red Bull brand manager or brand ambassador targets in all its operating countries. Main motive is to do something so outrageous and unique, that people keep talking about it. Therefore, the brand is both getting the required mileage and developing a customer base for itself. A small example of how Red Bull tried to generate a buzz was the high jump that their hired athlete attempted from the tallest buildings in all the Red Bull operating countries. Media was invited to the stunt and heavy Red Bull branding was exhibited. There was great hype and anticipation because of such an outrageous attempt being made by a person. People kept talking about it and there was a certain buzz about this stunt. The venues for the stunt were heavily branded with Red Bull aesthetics to demonstrate that it is Red Bull who owns the event. The stunts were successfully completed in all Red Bull operating countries with the media heavily publishing it on TV, print and radio. The amazing factor was achieved as people were talking about it and this was exactly what Red Bull wanted to achieve with this stunt. In this context, it might not be selling the product through these stunts but it is actually developing the brand as an adventurous and unique one and also that it is creatin g a buzz about Red Bull which is basically the target and aim of the Red Bull brand manager or ambassador at the closing of the event. Endorsements Red Bull does not really rely on celebrity endorsement as that is not its style. What it does is acquiring sports teams around the world and supporting them as its official sponsor. The following endorsements are currently made by this brand: Red Bull is the official sponsor of all X-games conducted around the world. This endorsement complements their marketing strategy of being unconventional. All venues and player dresses are Red Bull branded and heavy sampling is done at these events. Red Bull has acquired two football teams around the world. One plays in the Major League Soccer in the United States of America and is known as the New York Red Bulls (http://www.newyorkredbulls.com/), accessed on 25 September, 2012). The other one is in the Austrian Football League and is known as Red Bull Salzburg (http://www.austria-salzburg.at/, accessed on 25 September, 2012). Both the teams have their kits branded with Red Bull. Red Bull Salzburg even have their stadium named after Red Bull and is called the Red Bull Arena. One can easily notice the heavy branding of Red Bull at the stadium. This is an effective plan that involves the heavy media coverage of football all over the world. Red Bull owns a Formula One team which has been doing incredibly well since the acquisition took place (http://www.formula1.com/news/headlines/2010/5/10796.html, accessed on 25 September, 2012). The car and the drivers dress are completely branded with Red Bull logos. This is again a very effective because Formula One racing gets a lot of coverage around the world and gives Red Bull the required mileage in its target audience. Red Bull endorses the major stars in unconventional sports and gaming. A stand out example is Kenny Belaey who has been supported by Red Bull throughout his career as a free style biker (http://www.tribalzine.com/?Kenny-Belaey-after-the-success-of, accessed on 25 September, 2012). Sampling through brand ambassadors Another strategy of the marketing by Red Bull is the contract with brand ambassadors at schools, colleges and universities to represent the brand at social events and hangouts. These brand ambassadors are given cartoon/s of Red Bull to sample at parties and spots where Red Bull might be needed. These situations occur when students are in mental or physical stress due to various reasons, for examples sports events or time of academic examinations. The idea is to hire cool college going students to represent the brand amongst its intended target market. Another promotional strategy is involved in educating consumers. Red Bull organises travel in by its staffs in a car that carries large cans of Red Bull. The Red Bull staffs target those individuals who lack energy and wishes of energy. Then, the staffs give a free can of Red Bull to these people. This strategy seems to be successful during the introduction of Red Bull into public. Red Bull-Establishment in Nepal and structure Red Bull was finally launched in Nepal in 2002 and since it has been a leader in the market with relatively lesser competition. Red Bull was brought to Nepal by S.M. Chawla Company that only handled distribution of Red Bull initially. When the headquarters in Dubai assessed the sales in Nepal, they decided to officially start their operations in an office of their own. In 2004, Red Bull Nepal was established with three functional departments namely Marketing, Sales and Finance. Red Bull is currently being operated in Kathmandu with the Asian head office being in the United Arab Emirates (Figure 3). It has set up its premises in all three cities where distribution and marketing operations are executed. The current organizational structure of Red Bull Nepal is shown in Figure 3. Figure 3 : The current organizational structure of Red Bull Nepal. Marketing The current organizational structure of Red Bull Nepal is governed by Asian Head Office. This office primarily plans and executes BTL promotional activities for Red Bull. Understanding the consumer need and coming up with activities to fulfill them is one of their most important tasks. Pre- and Post- event communications of all promotional activities are also taken care of by this office. Each city has one marketing head and three Student Brand Managers hired from popular universities to work as a team. Marketing department also handles communication via social media like Facebook and others. Sports and Events This is a dedicated team that plans around the year activities based on sports and other functional events. Red Bull conducts all its marketing through guerilla style and that is why this department has its special importance. They primarily plan and execute accompanied by collaboration with the marketing department. Finance Finance Department consists of a precise and dedicated full-time team member. The finance team distributes the budget for executing the marketing activities. This department also looks after the wage control system. The team also maintains and keeps track record of monthly sales. This department submits the monthly reports of sales performance to the head office in Dubai. Communication This department handles all the pre- and post-event communication of Red Bull events and activities through all media that include TV, print, radio and social media. This strategy is similar to the idea of communication in unconventional marketing of Red Bull brand to its audience. This department actively stays in touch with people in the media to disseminate news about everything that Red Bull is doing not just in Nepal but also around the world. Sales Since Red Bull

Television and Media Violence - Is Aggressive Behavior Linked to TV Vio

Is Aggressive Behavior Linked to Television Violence?      Ã‚   According the Centerwall (1992), the average child aged 2-5 in 1990 watched 27 hours of television per day, or almost 4 hours per day. When much of what is on television, including cartoons and television shows targeted at children, contains violence, it becomes important to know whether watching televised violence can lead to or increase aggressive behavior. Social learning theory tells us that children model their behavior after those they see. It is reasonable, then, to infer that watching violence on television will lead to behaving violently, due to the modeling effect. The present study reviews some relevant prior research, and then investigates the hypothesis that children who view violent television behave more aggressively than children who view less violent television do.    Centerwall (1992) performed an intriguing study that strongly suggests a positive correlation with television viewing and aggressive, violent behavior. This study looks at the effect that the introduction of television had on the populations of three countries: the United States, Canada, and South Africa. Centerwall compared the homicide rates in these three countries during the years of 1945, 1974, and 1987. In 1945, the US and Canada were blessed with television, so the homicide statistics from 1945 were the last statistics that did not have the influence of television. South Africa, in contrast, did not receive television until 1975. Before 1975, South Africa had introduced other media   radio and cinema for example   so these statistics isolate the effect of television as a cause of increased homicide rates. Center... ...on cartoons on emotionally disturbed children. Journal of Pediatric Psychology 12:413-427 Huston-Stein, A., Fox, S., Greer, D., Watkins, B. A., & Whitaker, J. (1981). The effects of TV action and violence on children's social behavior. Journal of Genetic Psychology 138:183-191 Wiegman, O., Kuttschreuter, M., & Baarda, B. (1992). A longitudinal study of the effects of television viewing on aggressive and prosocial behaviors. British Journal of Social Psychology 31:147-164 Centerwall, B. S. (1992). Television and violence: the scale of the problem and where to go from here. The Journal of the American Medical Association 267:3059-3063 Singer, M. I., Miller, D. B., Guo, S., Flannery, D. J., Frierson, T., Slovak, K. (1999). Contributors to violent behavior among elementary and middle school children. Pediatrics 104:878

Ursula LeGuins The Ones Who Walk Away From Omelas Essay -- LeGuin One

Ursula LeGuin's The Ones Who Walk Away From Omelas Utopia is any state, condition, or place of ideal perfection. In Ursula LeGuin's short story "The Ones Who Walk Away From Omelas" the city of Omelas is described as a utopia. "The Ones Who Walk Away From Omelas" presents a challenge of conscience for anyone who chooses to live in Omelas. Omelas is described by the narrator as the story begins. The city appears to be very likable. At times the narrator does not know the truth and therefore guesses what could be, presenting these guesses as often essential detail. The narrator also lets the reader mold the city. The narrator states the technology Omelas could have and then says "or they could have none of that: it doesn't matter. As you like it"(877). The method of letting the reader make the city the way he choose makes the city more desirable by him" Perhaps it would be best if you imagined it as your own fancy bids, assuming it will rise to the occasion, for certainly I cannot suit you all"(LeGuin 876). Now the reader might feel that the city is fictious. The narrator also asks the readers "Now do you believe in them?"(879) Asking if the reader believes what the narrator says about the festival, city, and joy of the people of Omelas implies that the reader should have doubts. Can the narrator be trusted by a re ader who is being asked to approve the details of the story? Such questions raise doubts in the reader's mind about what the narrator is conveying. With the help of the reader, the narrator makes Omelas appealing to everyone. "Omelas sounds in my words like a city in a fairy tale, long ago and far away, once upon a time"(LeGuin 876). Omelas does sound too good to be true. While the narrator is saying all that Omelas has and does not have, she says "One thing I know there is none of in Omelas is guilt"(877). The reader later finds out that all Omelas' happiness and joy depend on a child who is locked in a cellar. If the child were rescued from its cell, the whole city of Omelas would falter. The city's great happiness, is splendors and health, its architectural, music, and science, all are dependent upon the misery of this one child. The Omelas people know that if the child were released, then the possible happiness of the degraded child would be set against the sure failure of the happiness of many. The people have been taugh... ...opefully the guilt for the child's suffering will go away, just like the people did. This helps the conscience of the ones who could not stay if the child remained incarcerated, but does nothing for the child. Another way LeGuin's story reflects theology is by the way the child must suffer for others happiness. Collins compares this to the way Jesus suffered and died, only to rise again to a transformed, glorious life. Leaving bright Omelas and walking into the darkness is like going from life into death. If leaving Omelas is like going from life to death, that death leads to a new transformed life in a place beyond the mountains, a life so different from the present life that is unimaginable. It is all right for one person to suffer for the benefit of another, because even the sufferer will end up benefiting – his or her final transformed state will be vastly better than his or her first state. It is the precisely resurrection that gives the suffering – servant its final justification. So when LeGuin makes sense of a utopian gesture (leaving Omelas) in the imagery of renewed life beyond death, she indirectly buttresses the very scapegoat theodicy she hopes to undermine.

Juries and their place in society :: essays research papers

The first months of war resounded with the collision of the war plans pored over for decades by the general staffs of Europe. The original German plan for a two-front war, drafted by Helmuth von Moltke the elder, had called for taking the offensive against Russia and standing on the defensive in the rugged Rhineland. The plan showed military prudence and complemented the stabilizing diplomacy of Bismarck. But Alfred, Graf von Schlieffen, presided over the German military in the era of Kaiser William's Weltpolitik and adopted a more ambitious and risky course. His plan, conceived in 1891 and completed by 1905, envisioned a massive offensive in the west to knock out the compact French forces in six weeks, whereupon the army could shift eastward to confront the plodding Russians. But a quick decision could be achieved in France only by a vast enveloping action. The powerful right wing of the German army must descend from the north and pass through the neutral Low Countries. This would virtually ensure British intervention. But Schlieffen expected British aid to be too little and too late. In sum, the Schlieffen Plan represented a pristine militarism: the belief that all factors could be accounted for in advance, that execution could be flawless, that pure force could resolve all political problems including those thrown up by the plan itself. In the event, the Germans realized all of the political costs of the Schlieffen Plan and few of the military benefits.Like the Germans, the French had discarded a more sensible plan in favour of the one implemented. French intelligence had learned of the grand lines of the Schlieffen Plan and its inclusion of reserve troops in the initial assault. General Victor Michel therefore called in 1911 for a blocking action in Belgium in addition to an offensive into Alsace-Lorraine. But this required twice the active troops currently available. France would either have to give up the Belgian screen or the offensive. The new chief of staff, J.-J.-C. Joffre, refused to believe that Germany would deploy reserve corps in immediate combat and gave up the screen. By October 1914 all the plans had unraveled. After the German defeat in the Battle of the Marne, the Western Front stabilized into an uninterrupted line for 466 miles from Nieuwpoort on the Belgian coast south to Bapaume, then southeast past Soissons, Verdun, Nancy, and so to the Swiss frontier.

Gender Differences in Discourse Essay

The ability to communicate with our fellow human beings makes us distinct from other living beings. The chapter has made it very clear that speaking is not conversation. Conversation is a collaborative effort by both the speaker and the listener. Our success much depends on how well we can interact with people around us. It much depends upon understanding certain factors called ‘social dynamics’ in conversation. In the essay â€Å"Women Talk Too Much† Janet Holmes makes it very clear that it is a wrong notion to think that women talk more than men. She says it is an assumption based on stereotypes. On the other hand, she says that it is men who talk more. There is no proof to say that men are biologically programmed to talk more than women. It is just the social conditions that promoted the wrong notion that boys are more active than girls and they talk more. She says it is entirely disagreeable. I find quite interesting to know that it is boys who interact more in the class rooms than the girls. Then, the author claims, how it can be said that women talk more than men In the second essay of the chapter, Tony Kornheiser makes a distinction in the communication style of women and that of men. He feels that women are very particular about everything and they have more to say than men have. He makes a point saying that women do not think life is as simple as men believe it to be. A conversation that turns into a lecture is definitely boring as Deborah Tannen points out in the essay â€Å"I’ll Explain It to You†. The most frustrating experience for anyone is when a conversation turns into a lecture. I feel it is not only boring to women but also equally tedious to men. There has been much literature on gender biased language and there is a gradual change in the use of language to sound neutral. Ronald Macaulay also agrees with Janet Holmes and says that many of the notions are myth and they have no validity scientifically speaking. It is rather social conditioning that has played a key role in imparting opinions that have no basis. Clive Thompson’s essay on how computer software can identify accurately whether the writer is a man or woman is quite interesting, His questions the many of the commonly held ideas about the differences between the two sexes. (407 words) Chapter6: Media Speak. What we know about the world is from media only. Our perception of the world is influenced by the media which presents it. The billions of dollars spent on TV ads clearly indicate the power that the media enjoys. Undoubtedly, the advertisements that come on television and newspapers and magazines have tremendous influence on us. Within a span of a century there is a great change in the media. Now the world is increasingly dependent on oral media where as it was mostly written word in the beginning of the last century. With the aim of reaching more number of audiences, the quality of language used in TV news and shows has become very low. Neil Postman and Steve Powers, rightly point out that the dependence on the image has made a great shift in news making. The highly quality visuals have replaced good language with low level popular language. They argue that it is not just language but also our views and opinions about the world are getting corrupted. The general saying is â€Å"a picture is worth a thousand words† but in the present days when news is re-created or re-presented, it is equally true to say that â€Å"one word is worth a thousand pictures. † There is little doubt that the language used by the media is aimed at creating sensations to attract more audience. Then, I do believe that it is not exactly what happened i. e. news. The article ‘All the World in Pictures’ is very interesting and thought provoking. It has clearly explained how the language is used in mass media. It is aptly said that ‘Advertising is the driving force of consumer economy’. The world is filled with advertisements. Wherever there are people, there are advertisements. They appeal to all our weakness creating a world of fancy with eternal youth, power, enriched beauty, immediate happiness, and fulfillment of our inner needs. I feel the use of language in creating such emotional appeals is quite amazing. Advertising plays much on the psychology of people. A small fifteen second ad can effectively tempt the people appealing to their emotions by making fantastic appeals and promises. The article â€Å"With these Words, I can Sell You Anything† is very enlightening. It has made it clear how they twist the language to send their message effectively. It is a finely engineered language that creates strong images on the minds of audience. I have found it very exciting to know the how the advertisers play on the people with their language. (419 words) Chapter7: Censorship and Free Speech Freedom of speech is fundamental to American democracy. It enables every American to freely express his ideas, opinions and beliefs. Any limits to the freedom of speech are seen as a threat to the rights of Americans. It is interesting to note that the discussion lays emphasis on the equality in enjoying one’s rights. No man or woman has the right to hurt the feelings or sentiments of others. It is by respecting others rights that we can enjoy our rights well. The censorship is against the rights given in the constitution. However, it is required in some areas. The censorship and books, biased language and hate speech and certain limits on campus speech have lead to interesting debate. The first amendment has not only given the right to express ideas freely but it also has given the right to know others’ ideas. The censorship on books has been a much debated issue with different opinions. It is beyond my understanding why some books are banned totally and some are censored. When a book raises questions that lead to controversy and debate, it will help people to know what exactly the truth is. Banning is not the solution for it. The controversy over Harry Potter books, which have attracted millions of children all over the world, seems pointless. Censorship on books is dangerous as it blocks all new creative and original ideas. Censorship on biased language and hate speech is quite useful as it raises many questions in the practical use of language. It is very difficult and almost impossible to classify what makes a hate speech and biased language. I feel it is highly impossible to make a law in the absence of any valid principles regarding what comes under biased language and hate speech. Sometimes, the words may be good but the tone in which they are delivered could be full of hatred. Censorship on free speech on the campus has some good in it, as it reduces misunderstanding among the students who come different parts of the world. The campus is a place where tolerance is mostly needed. The rules prohibiting certain speech acts is good for the minority students. But it does not guarantee that no racist speech is ever heard on the campuses. (378 words) Chapter -8 The English Language Debate The debate whether English should be made official language of the US or not, is very interesting bringing out valid arguments on both the sides. The United States, the nation of immigrants, respects cultural differences of people coming from different countries. Respecting other languages, the US has not declared English as the official language. I find it very great quality of the American people for their respect other cultures. It shows their multi cultural tolerance and national unity. The unity of American people has come more from their like mindedness in political and social values and self respect than from having one language. The discussion on what is Standard English has made it clear how different forces work on language. Robert MacNeil has explored well what makes American English and what exactly it is. The argument for Standard English has its own merits with clear focus on clarity in thinking and what we are saying. It argues for care and caution in the use of language as it is central for identifying an individual. If a person neglects his language and uses it causally, it will not help him or her in the long run. As the author has rightly put it â€Å"casualization† everything in culture has led to casual attitude to language use as well. The ‘growing informality’ of language is one of the major concerns of linguists. The scholars and grammarians who prescribe rules on how language should be used are rightly called â€Å"Prescriptivists. † Especially, John Simon, who is called the Prince of Prescriptivists, holds the view that the present day language is poor, unhealthy and hopeless. He represents those who argue for perfect use of language as it helps you to communicate clearly what you are. It is with the use of language only that a person can show his distinction. If the distinction is lost, he or she will be among many who can not say clearly what they mean. It becomes a serious challenge. I feel there should be certain principles which can not be sacrificed in the use of language. The â€Å"Descriptivists†, on the other hand, just describe how the language is used by people. They do not dictate any rules regarding how English should be used. They are permissive and tolerate the new expressions and the informality in expressions. They argue that a language is called a living language only when it is spoken. When it is spoken it is natural to have changes in the language as no two people can pronounce the same word in the same way. They are free to allow new words into English as change the law of life and of language. It shows tolerance towards people who speak the same language with some regional differences. There are many examples when the language of the Black people is accepted by the grammarians and included in the dictionaries. It helps the language to grow and reflect the present day culture. The fears about what will happen to American English seem justified, but nobody can stop the changes that take place in society. I feel the changes in English are an indication of changes in society, and language is just reflecting the same. (534 words)