Exploring Marketing with Delta Airlines as a Case Study Essay

Tedlow, Richard S. believes that the history of consumer product marketing in the United States can be divided into three phrases.1 The history of marketing will aid us in understanding the business world today and is thus useful in this essay to explore this in brief before embarking on studying Delta Airlines as a case study to approach the topic of marketing, in the context of the U.S Airline Industry. Phrase 1 is that of fragmentation and this is purely due to logistics reasons, rather than the result of any marketing strategy. This results in transportation of bulky goods from one region to another being relatively expensive and for a consumer product to achieve national distribution, a favorable ratio of weight and bulk to value is required. This phrase happened before the 1880s and the market size is restricted due to a lack of information, and it is characterized by a high margin and low volume. The second phrase of unification is the rise of mass marketing, with high volume and a low margin, which is the direct opposite of the first phrase of fragmentation. The development of this phrase is possible due to firstly, the development of the railroad and the telegraph and secondly, innovations in manufacturing technology. All the above innovations led to a more effective transportation and communication network that lowered the cost of mass marketing products by significant perce ntages. There is a rise of standardization with advances in manufacturing technology, and it is now possible to produce in great volumes and also, in small packages. Phrase Two occurred in the period 1880s to 1950s, and during this period, brand marketing and management grew in importance. Manufacturers attempt to transform the name of his product into a kind of supername Ââ€" a brand.2 The products of this phrase not only aimed at national distribution, but also strived to attract all consumers using a single brand or product, that will be regarded as ‘standardÂ’. 1 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 19 2 Richard S. Tedlow, New and improved : the story of mass marketing in America (New York: Basic Books, 1990), p. 14 The third phrase is that of segmentation. The innovations that led to this phrase after the 1950s is made possible by radio and television advertising. There were also major changes in America culture that influenced consumer demand. Commercial advertising through television showed that certain programs appealed to certain classes of viewers. This meant that the opportunities for segmenting markets, that is, concentrating the selling appeal on one particular group of potential customers who might be defined by their age, income, and education ( known as demographics) or by their lifestyle ( known as psychographics) were greatly enhanced. 3 There is a rise in image advertising in this phrase, for example, Coca-Cola had always been “the symbol of the standard bearer of changeless, ageless Americana”.4 Commericals were no longer about characteristics of the products, but of the people portrayed as using them, and this led to the development of the “Pepsi Generation” for example. All this saw the breakdown of the whole American mass market developed in Phrase Two to spilt into numerous product categories from necessity items to up-market consumer-durables. Segmentation also occurs at the retail level. This phrase is characterized by high volume and value pricing. The key developments of the railway, telegraph, production technologies and television advertising, are external to corporations, but yet they manage to capitalize on them and turn opportunities into profits. This is how market segmentation evolved. Marketers are sensitive to changing times and they capitalize on opportunities and turn the situation around to a positive one, in terms of fulfilling the companyÂ’s objectives. This is the second proposition put up by Tedlow, that of “entrepreneurial vision”, of which risk-takers need to make investments and turn their visions into reality. 5 3 Robert D Buzzell and Jean-Louis Lecocq, “Polaroid France (S.A.),” in Steven H. Star, Nancy J. Davis, Christopher H. Lovelock and Benson P. Shapiro, editors, Problems in Marketing, (New York:McGrawHill, 1977), pp. 191-213 4 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 18 5 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 21 Another important proposition put up by Tedlow is that of “managing change”. Consumer tastes and the external environment are constantly changing. Corporations have to be flexible and adapt quickly to the unstable environment facing them. Competition can come from other corporations in terms of either trying to beat the firstmover with the same strategy, or trying to change the rules.5 Tedlow proposes a fourth phrase of marketing and this is due to information technology. “Inventory, is the price of the lack of information; and the information revolution is lowering that price in the factory, in the distribution system, and at the point of sale.”6 This is the stage of “micromarketing”, which is hyper-segmentation, of possibly every customer as a component of a segment of one. Supply is able to increase due to information technology, but, at the same time, demand for micromarketing is increasing. Consumers are becoming more and more demanding and they expect to get what they want, thus there is a rise in customization. Consumer choices will increase and it is every marketerÂ’s hope to sell any potential customer precisely what they want and to ensure they get maximum satisfaction. It is no longer necessary to convince consumers to purchase the standardized products that the factory has made. However, disadvantages of micromarketing must be noted. The latter may result in an overflux of choices and consumers become confused, as differences diminish. There is also the problem of shelf space or that of the limitations of distribution. Scarce resource in the form of shelf space has to be allocated by the retailers, and thus products canÂ’t just keep increasing. I will now turn my attention to the U.S Airline industry, where marketing is a framework for airline decision-making. During the period 1979 to 1983, the deepest world recession created many problems in the U.S Airline industry. Among these were rapid expansion of fuel prices, which increased the operating costs of airlines. Slot restrictions caused by the walk-out of air traffic controllers in August 1981 also posted a problem. The U.S recession resulted in a general weakness in air traffic and yields. This 6 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 27 is an indicator that the external environment that airlines are operating in, is thoroughly unstable. Economic upturns and downturns are expected. When the Airline Deregulation Act was passed in the United States on October 1978, the airline industry is faced with overcapacity and fare wars, and it is impossible to maintain yields. But, lessons have been learnt since the last world recession for the U.S airlines. One New York analyst comments that “I have never seen an industry so well prepared for a recession.” Airlines now are sensitive to the capacity cycle and even though the industry has a number of new aircraft on the way, there are no excessive commitments for new capacity. A lot of flexibility is built into the aircraft deals and airlines have older, fully depreciated aircraft that they can either hold on to or retire, in the face of overcapacity. There are now two new weapons open to the North American majors that they did not possess in the last downturn. The first is that of the regional jet that revived the regional airline industry, and is a potential new market. The second is the low-cost airline-within-airline operations, such as Delta Express and US AirwaysÂ’ new MetroJet. The majors are able to compete with Southwest, who can ride out a recession well because of its dedication to keeping costs down and knowing its markets well.7 Delta Express, the airline-within an airline, launched in 1996, was started not only to protect the mainline carrier from increasing low-fares competition in America but also to prove to Wall Street that Delta management can be innovative and progressive as well. The Just Plane Cookies, shaped to resemble aircraft, became the signature of Delta Express. Delta Express offers lower salaries than those at the mainline, but it is launched to motivate DeltaÂ’s employees once again, after the trust factor has been broken, with the 7.5 program as an attempt to cut costs drastically during the last industry downturn. Some 65% of Delta departures from Orlando are now delta Express flights and the market is so important to Delta Express that the carrier now occupies the whole wing of a terminal at Orlando Airport. Delta Express releases the creative skills of their people and this boosts employeesÂ’ morale. Innovations are created this way as the management is able to respond immediately. The key to making Delta Express work is to define the boundaries 7 “US majors aim to break the cycle,” Airline Business, January 1999, p. 52 so that the customer differentiates between their product and that of the mainline. Delta Express operates a point-to-point service that is not part of the mainlineÂ’s network. Delta Express gains leverage from being able to offer Delta Skymiles frequent flier points. About 70% of the customer mix is leisure and Delta Express has since moved from three fares to six fares and better yield management. They introduced seasonal fares, and they constantly reassess processes to keep costs down. Keeping costs down as an airline that is a business unit of a major carrier remains a serious challenge. However, the advance seat reservation facility that Delta Express offers is a useful advantage over both MetroJet and SouthWest, but the most obvious success of Delta Express is the way it has helped revived the spirit of Delta. 8 Even though the industry remains intensely competitive now, major carriers has a route system well suited to their individual strengths, and fewer carriers are on the verge of bankruptcy, unlike the financial crisis that we saw in the 1980s and early 1990s. “All carriers are using much stronger yield management systems which allow them to offer discounts without giving away their product through ruinous price wars”, says Raymond Neidl, an analyst at ING Barrings in New York.9 The problem of ticket discounting that led to great uncertainty in airlinesÂ’ revenue forecasts as a result of deregulation, is no longer a big problem now, as a result of stronger yield management systems. With a better outlook for traffic, the prospect of low rates of capacity growth in the near future and a manageable level of new aircraft deliveries, there seems to be better times ahead. 10 Successful airlines are market-oriented airlines, who are well-led with the topmanagement setting a clear, sound and long-term strategy. The potential available markets are identified and which market segments to exploit are decided, and the whole of the corporate resources are devoted to meeting the product needs of those identified market segments. This is the application of the marketing theory. But, first of all, what is marketing? “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” 11 There is a need to differentiate 8 “Express Yourself,” Airline Business, February 1999, pp. 56-57 9 “US majors aim to break the cycle,” Airline Business, January 1999, p. 51 10 Chris Tarry, “ Time to Break the Cycle,” Airline Business, June 2000, p.94 11 U.K. Institute of Marketing, quoted in Wilmhurst (1978), p. 1 between consumer and industrial marketing. The former consists of items of a relatively low unit price and there is usually not much contact between the consumer and the producer. The latter is characterized by smaller number of buyers and unit prices are high higher and there is direct contacts between the producer and the buyer. What is being market-oriented? Marketing investigation is done to gain a thorough knowledge of the market segments that the airline is interested in going into, and areas of unsatisfie d consumersÂ’ wants and needs will surface. An airline may also consider going into a market segment where consumersÂ’ wants and needs are satisfied less than their expectations. A collection of competitorÂ’s actions is important also in this initial stage of the application of marketing theory to real-life corporations. Next, a firm needs to define its marketing strategy and this starts off with the firmÂ’s objectives, that include both corporate and social ones. The corporate mission is then established which defines the broad area of activity of which the corporation is concerned. The corporation then needs to adopt a marketing plan, that consists of what consumers want and need, competitorsÂ’ actions, the strengths and weaknesses of the corporation and the opportunities and threats posed by the external environment. Marketing communication is important to secure sales of products in particular markets and also to promote the corporate image of the firm in question. At the many stages of marketing, a corporation must make a choice between deploying its own resources or hiring services. The internal organization is important and thus the appropriate corporate management structure must be established and also the application of appropriate personnel recruitment and training policies. The external organization will consist of others not in the corporation, in the role of marketing, such as services of consultants in market research. The marketing mix is the combination of the four controllable variables, of product, price, place, promotion (the four Ps) that an organization creates to satisfy its target market. Airlines need to offer a range of products such that they are better placed due to the probability of a downturn in some markets being counter-balanced by upswings in other markets. An important reason for product and market diversification is due to “synergy”. “It is the term used to describe a situation where a firm producing several products is able to do so more effectively than a set of firms with each firm concentrating on a single item.” 12 Most airlines pursue the total market strategy, that is the attempt to provide services for significant parts of the business, leisure and freight segments. Even though this strategy gives great opportunities to airlines, there is the problem of designing products which meet the conflicting requirements of the different segments. The business market segment requires a wide route network with good interconnections and a high flight frequency, and thus costly products. High seat accessibility is required as well, but high prices are charged for this segment, due to the relative price elasticity of demand. The leisure market, on the other hand, competes based on prices and this results in price instability and very low yields, and leisure demand will only peak during only a few times a year. Its products can be offered comparatively cheaply though. However, the leisure market is potentially the largest segment of the total airline market, and its longterm prospects are better than that of the business segment. As for the freight market, an all-freight airline should concentrate on large and bulky items that are too large to fit into the lower holds of even wide-bodied passenger aircraft. Overnight delivery of urgent parcels by Federal Express, has also proved to be highly successful and passenger airlines canÂ’t compete since the proportion of their flying is done in the daytime. Frequent Flier Program(FFP) as an Airline Marketing Strategy The starting point of a successful FFP is to lay down the airlineÂ’s aims and structure first. The main goal will most likely be to increase seat sales through generating repeat business among loyal customers or attracting new customers. The FFP database can be a source of marketing information and it can be used as an additional source of revenue through the trade of FFP points with associated partners. There is also the opportunity for consumers to differentiate products in a world filled with too many consumer choices, as in TedlowÂ’s fourth marketing phrase. The program needs to be accessed regularly to adapt to constantly changing market conditions and redeveloped if necessary. Airlines should not focus too narrowly on one particular objective and risk damaging the whole scheme. Thus, they should work 12 Stephen Shaw, Airline Marketing and Management, (Malabar : Krieger , 1988, c1985), p.16 across all their strategic aims. Every department needs to recognize the loyalty program as a key marketing tool and internal support need to be won. The FFP also needs market acceptance and thus the program structure needs to meet the expectations of the consumer, who looks to the awards and service benefits. Flexibility is important in the unstable economy, as in TedlowÂ’s proposition of “managing change”. Delta has long introduced a non-expiring policy for its miles, and Air France was the first European major to adapt this change after being influenced by its alliance with Delta. Customer service is also very important in FFP programs and quality management needs to remain under strict airline control. The elite program catering for the customer segment of frequent high-yield travellers, enable the airlines to keep their best customers. “A successful FFP must be one that is based on clear strategic goals, and that achieves a balance between them supported by an attractive program structure benchmarked against best global practice.” 13 For example, Delta has started a strategic alliance with Aeromexico, Air France and Korean Air. They call themselves “Skyteam”. The agreement outlines the formation of an enhanced marketing relationship among the carriers. SkyTeam airlines have a reciprocal frequent flyer program, extensive codesharing network and the best growth potential of any global alliance. SkyTeam With four airlines now working together to continually improve customer benefits, SkyTeam compares very favorably. SkyTeam is the first alliance built around customer needs and is currently one of the world’s top three global airline alliances. SkyTeam has strong hubs in key markets where 80 percent of the world’s traffic flies. Passengers will continue to enjoy the benefits of their home airlines while traveling on any SkyTeam airline, with more choices of flights and departure times, plus all frequent flyer program and lounge benefits. SkyTeam offers customers worldwide access, improved choice and convenience, consistent service and the ability to be recognized and rewarded for their loyalty. Immediate benefits include reciprocal frequent flyer programs, worldwide lounge access, 13 Ravindra Bhagwanani, “ Keeping the high Fliers,” Airline Business, June 2000, p. 93 and the combined network of Aeromexico, Air France, Delta and Korean Air. By yearend, benefits will include priority baggage handling, preferred seating for our elite frequent flyers and other benefits based on our extensive employee training program. Aeromexico has long been recognized as a market leader and the preferred choice in air travel for passengers in the Mexican and Latin American markets. Joining the alliance with like-minded partners allows Aeromexico to expand its international route network and better serve the needs of passengers as they travel on both business and pleasure throughout the world. Air France’s hub at Charles de Gaulle International Airport offers an extensive schedule of connecting flights to points throughout Europe, Africa, Asia and the Middle East. It is the best-positioned hub in Europe for transatlantic passengers traveling beyond a European gateway. In addition, the airport offers great potential for further capacity growth. Delta’s hub at Atlanta Hartsfield International Airport offers passengers more connections than any other airport in the world, with 1,316 daily flights to 126 destinations. Customers have access to a global network of 5,390 flights each day to 356 cities in 57 countries on Delta, Delta Express, Delta Shuttle, the Delta Connection carriers and Delta’s Worldwide Partners. Korean Air’s hub in Seoul is the best Asian hub for SkyTeam, offering service to 78 cities in Asia. Korean Air’s upcoming hub at Seoul’s new Inchon Airport will be the future leading hub in Asia and one of the few major hub airports in the world with room to expand. SkyTeam is a multi-lateral, global alliance among the four airlines. In addition, each carrier will continue to have bilateral relationships with airlines in their respective markets. SkyTeam plan to explore all synergy possibilities. SkyTeam has tremendous potential in the area of cargo. Delta and Air France have already announced a joint agreement, and plan to expand this to a multi-lateral level. This is the fulfilment of the total market strategy mentioned above, and strategic alliances enable a pool of resources together to serve more routes and consumers, especially when SkyTeam is the first alliance built around customer needs. History of Delta Airlines Delta Airlines began modestly, as a crop-dusting outfit in Monroe, Louisiana, in 1928, the first professional crop duster in the nation. Delta was founded by C.E Woolman, who headed the company for 38 years, until his death in 1966. He moved DeltaÂ’s headquarters to Atlanta in the early 1940s and that hub became the heart of its operations and ultimately the course of most of its management. Even though Delta actively opposed deregulation, it entered deregulation with a number of strengths. By growing, it has elbowed its way into the “big five.” Delta has expanded significantly in the Southeast by acquiring Citizens and Southern Airlines in 1953. It expanded north with its acquisition of Northeast in 1972. And in 1986, Delta joined the stampede to merge by acquiring Western Air Lines, hubbed in Salt Lake City. Because Delta paid its workers well and had never laid any off, it enjoyed relatively amicable labour relations and had few union contracts. That enabled it to enjoy high productivity, excellent service, and high worker morale with little turnover. DeltaÂ’s greatest asset of all was its people. While deregulation has brought the industry tremendous labour strife, labour-management relations were goos at DelataÂ’s Atlanta headquarters. In 1986, DeltaÂ’s workers dug into their pockets and bought the company a jet. A job with Delta is security for life, but DeltaÂ’s salary expenditures were high and they were saddled with the largest labour expenditures in the industry. But, Delta has been blessed with profitability, except in 1983, when it made a loss. This loss is because a market survey in 1982 revealed that Delta had acquired a reput ation for being highpriced in the new regulated environment. Hubs The question of hub-and-spoke networks has been a central issue in route planning under deregulation. Many airlines have based their planning on the idea that if they build a major hub, with large numbers of flights in and out of it, it will be very difficult for a newcomer to break in, as they will be able to match the wide network. This is the first-mover advantage in one of TedlowÂ’s propositions, not mentioned above. The limitations to this concept is that passengers prefer to take direct flights rather than those requiring intermediate stops. At Hartsfield Airport in Atlanta, Delta Airlines operates and it can claim to be the busiest single-airline hub in the world, with 600 daily departures. More than 20000 Delta passengers change planes in Atlanta each day. Each of DeltaÂ’s arriving and departing waves consists of over 50 aircraft, requiring all four runways to be used simultaneously for arrivals and then for departures. 14 DeltaÂ’s Mission Statement and Corporate Strategy Delta wants to be the “Worldwide Airline of Choice” and their strengths lies in the competitive edge of DeltaÂ’s people, customer service as the cornerstone of their company, a strong route system, outstanding operations and fleet and ethical and honest actions. DeltaÂ’s vision builds on DeltaÂ’s heritage and their vision results in sustained profitability that comes the opportunity for growth and advancement and the pride that comes from being part of an exceptional business organization. Delta has a Success Through Service training and that led to its achievement of a competitive advantage. Delta has built a legendary reputation for family-friendly, “deltastyle ” customer service. Employees are loyal and contented members of the “Delta Family”. Delta has also led the industry in customer satisfaction ratings, providing passengers with a consistent, high-quality flying experience. For example, Delta received the “2000 Grand Prix Customer Service Award”, whereby Teleperformance, a Parisbased customer relationship management company, honored Delta’s Online Customer Support Desk with the U.S. 2000 Grand Prix Customer Service Award, for superior email customer service support. Delta also took second in the T ransportation and Travel category for its telephone customer handling. DeltaÂ’s fundamental belief about service to people, customers and personnel, remains unchanged. Delta personnel treated one another as extended family and this concern is mirrored in the way Delta personnel treat customers. Delta hires at entry level, so thus, managers are able to handle problems of their staff with empathy since they have been through that before. There is a strong tradition of employment security in Delta. 14 Pat Hanlon, Global airlines : competition in a transnational industry, (Oxford : Butterworth Heinemann , 1996), p. 80 During economic slumps, extra staffing is redeployed into other jobs and creative options such as job sharing and voluntary personal leaves are also made available. Delta has a flat and thin management structure and engages in cross utilization and thus employees has a broader view of their company. Delta emphasizes a lot on the people side of the profit equation and thus, it has a strong compensation structure that acknowledges the people side of business and the value of experience and draws and keeps the best people on the team. Team work is inherent in Delta and everyone respects one another. There is empowerment in the job and employees are motivated to work harder and be more productive. The best measure of passenger satisfaction among U.S Airlines today is the number of complaint letters written directly to the Department of Transportation by consumers. Since 1971 when that reporting began, Delta has maintained the best overall record for passenger satisfaction of any major U.S airline per 100,000 customers boarded. “Delta knows the only way to achieve the goal of being the best and most respected airline in the world is to deliver excellent service, one customer at a time.” Importance of Information Technology Delta Airlines have exploited the challenges posed by the millenium bug to overhaul its obsolete IT infrastructure with leading-edge technology that will help achieve operational excellence and give a big boost to customer service and even contribute to revenue performance. The gate and boarding project which includes new computer systems and software, boarding documentation and procedures, is the cornerstone of the airlineÂ’s ongoing Airport Renewal program to modernize and standardized DeltaÂ’s ancient airport technology and physical plant. Not only is the system simpler but it greatly enhances DeltaÂ’s ability to recognize and regard its best customers or those needing extra attention. The system is tied to DeltaÂ’s customer database, and thus the customerÂ’s past history or possible dissatisfaction with DeltaÂ’s services could be established and corrected for in the customerÂ’s next flight. The systems greatest value will be when things go wrong and people wi ll be satisfied that they are handled well during those circumstances. Delta develops technology around process, rather than function. They have been planning and changing their technology around the customers, rather than the systems being functionally focused around reservations, airports and the Internet. Delta is ultimately interested in the “Customer Experience”. Delta cuts costs by $30 million per year, due to a standard technology infrastructure at all locations and thus expect to increase customer service significantly.15 Delta continues evaluating emerging technologies that may further increase its customer services. Conclusion As shown in DeltaÂ’s case above, Delta engages in information technology and now, they are able to focus individually on every customer, and increase their customer service and this is characterized by TedlowÂ’s fourth marketing phrase Ââ€" micromarketing. An airline is very service oriented and thus, consumers will not be confused in terms of numerous products emerging, but rather, they will be pleased by the excellent service they receive. Delta has also been a well-managed company, whereby employees are empowered and teams are used to facilitate brain-storming and everyoneÂ’s opinion is taken into consideration. Employment at the entry-level further enhances the ability to empathize with others working in other departments. Delta is also very customer-oriented and that totally encompass the marketing concept of putting customerÂ’s needs and wants first. Delta is able to compete globally and become one of the ‘big fiveÂ’ in America and has one of the busiest hubs in Atlanta. All this comes from sound marketing principles, a mission statement of being the “Worldwide Airline of Choice”, a total market strategy in the business, leisure and freight market segments. Delta has also gone into strategic alliances in SkyWest to further enhance customer service. Delta concentrated also on standardizing its operations through its technology infrastructure and this is part of TedlowÂ’s Phrase two where standardization is widespread. Delta also segments its markets into the three market segments and continues to serve its different market segments with excellent service and this is Phrase Three in what Tedlow comes up with. 15 King, Julia and Wallace Bob, â€Å"Corporate standards are key to Delta plan,† Computerworld, Volume 33, Issue 24 (Framingham, June 1999), p.16 The case on Delta has shown that focus on the customer is very important for any corporation to succeed. Management is also very important with the right corporate culture and structure instilled, and coupled with marketing strategies, can achieve a worldwide standard and accepted corporation. Bibliography Buzzell, Robert D. and Lecocq, Jean-Louis, â€Å"Polaroid France (S.A.),† in Steven H. Star, Nancy J. Davis, Christopher H. Lovelock and Benson P. Shapiro, editors, Problems in Marketing, (New York:McGrawHill, 1977): 191-213 Flint, Perry, â€Å"Being last is not always the worst thing,† Air Transport World, Volume 36, Issue 9 (Cleveland, September 1999): 68-69 Hanlon, Pat, Global airlines : competition in a transnational industry, (Oxford : Butterworth Heinemann , 1996). J. Paul Peter and Donnelly, James H., Marketing Management : knowledge and skills : text, analysis, cases, plans (Homewood, IL : Irwin , 1992). Jones, Patricia and Kahaner, Larry, Say it and live it: 50 corporate mission statements that hit the mark (New York : Doubleday , 1995). King, Julia and Wallace Bob, â€Å"Corporate standards are key to Delta plan,† Computerworld, Volume 33, Issue 24 (Framingham, June 1999):16 Shaw, Stephen, Airline Marketing and Management, (Malabar : Krieger , 1988, c1985). Spechler Jay W., Managing quality in America’s most admired companies (San Francisco : Berrett-Koehler Publishers ; Norcross, Ga. : Industrial Engineeering and Management Press, Institute of Industrial Engineers , 1993). Tarry, Chris, † Time to Break the Cycle,† Airline Business, June 2000: 95-96 Tedlow, Richard S., New and improved : the story of mass marketing in America (New York: Basic Books, 1990). Tedlow, Richard S., â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993): 8-35. Weaver, Nora and Atkinson, Tom, â€Å"Training for Success Through Service: How Delta Air Lines Does It,† in Zemke, Ron and Woods, John A., editors, Best practices in customer service (New York, N.Y. : AMACOM, 1998): 109-118

Psychology Perspectives

This behaviourist perspective is that we can understand any type of behaviour by looking at what the person has learned. Pesonality traits for example shyness, confidence, and optimism. Pavlov (CLASSICAL CONDITIONING) Ivan Pavlov, a Russian physiologist working with dogs to investigate their digestive systems. The dogs tested where attached to harness, and Pavlov attached monitor to their stomachs and mouths so he could measure the rate of salvation. He noticed when the laboratory assistant came in with the food before the dog had actually tasted the food the dog began to salivate.Pavlov speculated that the dog salivating because it had learned to associate the laboratory assistant with the food. This is when his theory began. Food automatically led to the response of salivation. Since salivation is an automatic response, he called this unconditioned response. This means a response that regularly occurs when an unconditioned stimulus is presented. As the food automatically leads to t his response, he called this an unconditioned stimulus; this means a stimulus that regularly and consistently leads to an automatic (not learned) response.Pavlov then presented food at the same time as the bell; too see if the dog would learn to associate the bell with food. After many goes the dog learned that the bell associated with food and began to salivate when only the bell rung and no food was presented. This is called conditioned response; this means a new, learned response to a previously neutral stimulus that mimics the response to unconditioned stimulus, it had learned the conditioned response of salivation to the conditioned stimulus (the bell).Conditioned stimulus means a neutral stimulus that, when paired with the unconditioned stimulus, produces a conditioned (learned) response, just as the unconditioned response used to. Skinner (OPERANT CONDITIONING) Burrhus Frederic Skinner, an American psychologist who worked mostly with rats and pigeons, to discover some of the key principles of learning new behaviours. He used a famous device, called a Skinner box. The box contained a leaver which, when pressed, released a food pellet into the box, this reinforcing lever-pressing behaviour.At first when he rat is in the box it will be running around sniffing his new surroundings, which at some point it, will press the leaver, releasing a food pellet. After a while when the rat has repeatedly performed this action, it will learn that this behaviour (pressing the leaver) I automatically followed by the release of a food pellet (the consequence). As the pellet is experienced as reinforcing (something that the rat would like to have more of), you called this positive reinforcement, this is happens when the consequence following a particular is experienced as desirable.Skinner then used a negative reinforcement which is when behaviour results in a consequence that removes something unpleasant. The negative reinforcement he used was a very low electrical curren t on the floor of the Skinner box. The current could be de-activated if the rat pressed the lever. Social learning theory Role models are very important. We can learn new behaviour from anyone but we imitate behaviour if we are strongly influenced by the way we perceive the person. We can be influenced by others when we observe someone who we admire behaving in a particular way; we are more likely to imitate such behaviour.Solomon Asch, social psychologist conducted experiments to show how an individual’s behaviour could be influenced and changed because they did not want to stand out from a crowd. This is known as ‘Majority Influence’ we all have a powerful desire to fit in and belong. He gathered a group of 6 people together. These people were play acting according to instruction. They were joined by a naà ¯ve participant and asked to take part in a visual perception test. Albert Bandura, theory is we learn from people we are exposed to in our environment. We learn new behaviours from people we observe, either in real life or in the media.This is called observational learning. The person we learn from is known as a role model (someone who has characteristics that inspire us to copy their behaviour). The process of imitating is called modelling (a process of basing behaviour, attitude, and style, of speech or dress on someone we admire or would like to be. Introduction This is a theory of human development which emphasises the interaction of biological drives with the social environment. Sigmund Freud, an Austrian psychologist, who developed the theory of psychodynamic psychology and the treatment known as psychoanalysis.Freud suggested that what we are aware of is represented in our conscious mind but many of our memories, feelings and past experiences are locked up in a part of our mind which he calls â€Å"unconscious†. We cannot access the contents of our unconscious, but they often â€Å"leak out† in our dreams or maybe just slip out of our tongue. He said early experiences are also important is in later life behaviours is clearly illustrated by Freud’s development theory of psychosexual several stages; 1. Oral Stage, primary source of interaction occurs through the mouth, so the rooting and sucking reflex is especially important.The mouth is crucial for eating, and the infant derives pleasure from oral stimulation through rewarding activities such as tasting and sucking because the infant is entirely dependent upon caretakers, the infant also develops a sense of trust and comfort through this oral stimulation. 2. Anal Stage, primary focus of the libido was on controlling bladder and bowel movements. The major conflict at this stage is toilet training; the child has to learn to control his or her bodily needs. Developing this control leads to a sense of accomplishment and independence. 3. Phallic Stage, primary focus of the libido is on the genitals.At this age, children also begin to disco ver the differences between males and females. Freud also believed that boys begin to view their fathers as a rival for the mother’s affections. 4. Latency Stage, The stage begins around the time that children enter into school and become more concerned with peer relationships, hobbies and other interests. 5. Genital Stage, during the final stage of psychosexual development, the individual develops a strong sexual interest in the opposite sex. This stage begins during puberty but last throughout the rest of a person's life.He tries to explain the power of early experience and how this may influence the adult personality. Freud divided the mind (the psyche) into 3 structures, the id, the ego and the superego. According to Freud these appear at different stages of a child’s development and are empowered by the libido (energy). The ID, part of the psyche we are born with, it operates on the pleasure principle, contains all our basic instincts such as need for food, drink, warmth. The Ego, part of the mind whose function it is to moderate the demands of the id and prevent the superego being too harsh, E. . Repression is a defence mechanism when a person forgets an event , denial is also a defence mechanism because your pushing am event or emotion out of consciousness. It operates on the reality principle. The superego, roughly equivalent to a conscience, the superego consists of an internalisation of all the values of the right and wrong we have been socialised to believe in. It also contains an image of our ideal self. Erik Erikson, a psychologist who agreed mostly with Freud’s theory in so far as he thought we developed through a series of stages.He also believed Freud’s put too much emphasis on our desire for individual gratification and not enough of our need to be accepted in society and lead meaningful life. The different psychosocial stages: Stage 1 (0-1 Year): This stage focuses on how the infant is parented, the positive outcom e of this is it dependable, responsive, and caring parenting leads to a sense of trust. The negative outcome is parenting lacks warmth and affection or is inconsistent leads to mistrust. Stage 2 (1- 3): This stage is being enabled to do things by yourself; the positive outcome is being supported in growing independence leads to a sense of autonomy.The negative outcome is being criticised and over-controlled leads to a feeling of doubt about your own competence. Stage 3 (3-6): This stage is interaction with the world; the positive is being encouraged to try out new skills and explore the world leads to a sense of initiative. The negative is being hampered in the desire to find things out. Stage 4 (6-12): This stage is to understand how things are made and how they work; the positive outcome is the ability to succeed at realistic tasks leads to a sense of industry. The negative outcome is being published take on tasks they are not ready for leafs to a sense of inferiority.Stage 5 (12- 18): This stage is developing a consistent sense of identify by experimentation, the positive outcome is the experimentation leads to a secure sense of identity. The negative outcome is the inabilities to experiment and develop a sense of identify leads to role confusion and a negative identify. Introduction Humanistic psychology looks at human experience from the viewpoint of the individual. It focuses on the idea of free will and the belief that we are all capable of making choices. Two psychologists associated with this approach are Abraham Maslow and Carl Rogers.Abraham Maslow (1908-1970) an American psychologist who believed that we are all seeking to become the best that we can be, spiritually, physically, emotionally and intellectually. He called this self-actualisation, with this he constructed a theory known as the hierarchy of needs, in which he explained that every human being requires certain basic needs to be met before they will be able to approach the next level. Masl ow believed that until our basic physiological needs are met, we will focus on all kind of energies on getting them met and not be able to progress further.When we are all well-houses, well-fed and comfortable physically, we begin to focus on our emotional needs, such and the need to belong and be loved and to feel self-esteem. When our lives are such that these needs are met, we strive to self-actualise. Carl Rogers (1902-1987) was particularly interested in the concept of self. There are many aspects of the self but there are three important ones, self-esteem, self-concept and internalise. Self-Esteem, this is how valuable we feel as individuals. Someone with high self-esteem will believe they are loved and loveable and that they are important and valued.On the other hand people with low self-esteem may feel themselves to be worthless, of no value to anyone else, unloved and unlovable. Self-concept, this is how we see ourselves. In early life this comes from what we are told about ourselves E. g. You’re so Amazing, You’re such a good singer. As we grow older, our ability to think about ourselves develops and we begin to incorporate our own judgements e. g. I was really good at Science, I was the best driver, I wasn’t invited to that party- I was unpopular. Internalise, this is to do the way we take in information from the outside world and build it into our sense of self.It then becomes part of our feelings, thoughts and beliefs about who we are and what we expect from the world around us. Introduction This psychological perspective gas gained enormous ground since the 1960’sm when the influence of behaviourism began to wane. A great deal of research has been devoted to understanding cognitive processes such as attention , memory , perception, information processing , problem solving , though language and other aspects of cognition. Jean Piaget (1896-1980) was a Swiss psychologist who initially worked on measuring intelligence.He came to a conclusion that cognition develops through a series of stages m each new stage building on the previous one after he noticed children the same age made the same mistakes in logic. Stage 1: Sensory-motor (0-2), the world is experienced through motor activity and the senses. Stage 2: Pre-operational (2-7), Language develops along with memory. The child is egocentric and unable to conserve. Stage 3: Concrete operational (7-11), the child can now understand conversation but cannot yet solve problems mentally.Stage 4: Formal operational (11+), the child can now use abstract thoughts and represent problems mentally. Introduction The biological perspective is one of the major approaches to doing psychological research, which is focused on the idea that behaviours have biological causes. Common types of biological studies on behaviour include things like the effects of physical child abuse on future adult actions, how injuries such as head trauma affect behaviour, or whether or no t criminal behaviour can be explained by genetics.Maturation theory: The theory holds that the effects of the environment are miminal. The child is born with a set of genetic instructions passed down from its parents, and it’s cognitive, physical and other developmental processes merely unfold over time, rather than being dependent upon the environment to mature. This is the effect, a theory which states that development is due to nature not nature. Arnold Gesell, a psychologist and educator in the 1940s, was interested in child development. He did frequent observations of children, which Gesell formulated a theory known as maturation.This theory stated that developmental changes in a child's body or behaviour are a result of the aging process rather than from learning, injury, illness, or some other life experience. Gesell's idea of maturation was fixed in the biological, physiological, and evolutionary sciences. As a result, Gesell centered most of his theory on the power o f biological forces, which he felt provided momentum for development to occur. Gesell and his contemporaries proposed that development follows an arranged sequence and that the biological and evolutionary history of the species decides the order of this cycle.Maturation supports the idea that each child's unique genetic and biological makeup determines the rate of development despite of other potential environmental influences. Genetic influences on behaviour, genes can affect behaviour in many ways. Some disorders, such as cystic fibrosis and sickle cell anaemia, are caused when both parents pass on the gene for the disorder. Disorders that occur regardless of environmental influences, such as those listed above, are genetically determined disorders. This means that the individual who inherits the gene or genes is certain to develop the disorder, regardless of environmental factors.The influence of the nervous and endocrine systems on behaviour, the autonomic system produces its ef fects through activation of nerve fibres throughout the nervous system, brain and body or by stimulating the release of hormones from endocrine glands such as adrenal and pineal glands. The hormones are biochemical substances and they are released into the blood stream and have a profound effect on target organs and on behaviour. They are present in very small groups and individual molecules have a very short life, so their effects quickly disappear if they are not secreted 24/7.There are all sorts of different hormones in our body including. Melatonin, which is released by the pineal gland and its job, is to act on the brainstem sleep mechanism to help synchronise the phrases of sleep and activity. The second hormone is testosterone; this is released in the testicles in which may influence aggressive behaviour. The last one is oxytocin; this is release by the pituitary gland and stimulates the milk production and female orgasms. Only some hormones are released as a response to exte rnal stimuli. For example, the pineal glands respond to reduced daylight by increasing production of melatonin.M1 After doing my P1 criteria, I’ve look backed and only certain perspectives explain well and here are my opinions on them. These are Skinner (Behaviourist Perspective), Carl Rodgers (Humanistic Perspective), Sigmund Freud (Psychodynamic Approach) and Maslow’s hierarchy of needs helps explain also. On the other hand, I do not agree that our behaviour is simply down to our genes. In my opinion I believe that the environment and what we surround our self with has a huge impact on our behaviour. Due to this explanation I don’t think Gesell explains it very clear.I think Albert Bandura explains it very well as it is true we do tend to try to be like and want to be like people we consider as our role model. However, we only copy behaviours that interest us. In my opinion I don’t think the biological perspective explains behaviour well as I donâ€℠¢t believe that just our genes determine our behaviour, to me there is more to it. Such as our upbringing and environment and personal beliefs. People may say we don’t always copy a behaviour that we have seen by observing others as it may be reinforcing negative behaviour and therefore we recognize it as wrong and for those reasons we do not want to copy it.The behaviour could also be something that you don’t agree with as it may go against your beliefs or the way you have been brought up E. g. Moral and Values. We are more likely to copy behaviour from someone we know E. g. Peers like Family and Friends or aspire to be like. We are likely not to copy if we don’t have the same opinion or if it is simply against our beliefs or what we have been told. If the person has had a bad experience from doing certain behaviours, then we see it as a lesson and as a result we do not do the same, as we see it as negative behaviour.Another reason is if the outcome of that spe cific behaviour wasn’t something we anticipate. Also if the person who behaved in a certain way. In addition to this we are less likely to copy someone who is being punished for a certain action. We only imitate behaviours that interest us. Therefore, in my opinion I feel like the approach that is best at explaining behaviour is Skinner and his skinner box. I think this is the best approach when explaining behaviour as it is truthful and the outcome have shown this.I also believe it is the most successful as I believe it is true when we are satisfied with something and like the way it works. We will continue to use that service as long as it keeps us happy and meets our needs. This is very similar to what the rat was doing inside the Skinner box. Whenever the rat felt hungry it would press the lever which would then release a food pellet. The rat then continues to press the lever. This is similar to an individual being satisfies with a service as it is giving the individual w hat it requires therefore they keep going back.As they see it as a positive experience. Then it became an unpleasant experience when the rat was becoming electric shocked once pressing the lever. The rat then learned that it would continue to receive the shock if it continued to press the lever. So the rat learned to stop as it wasn’t having a pleasant experience. This is the same with us, if we started to have a horrible experience somewhere the likeliness is that we would stop using that service, and in the same way the rat stopped using the lever. Also when we do something where we see positive results, we will carry on.However, when the conflicting event occurs we will learn to stop carrying out that behaviour as it isn’t working in the way we wish. Therefore I believe this is the best approach to behaviour as I feel it is the truest in real life. My second person who I think explains behaviour well is Sigmund Freud. This is because he explained behaviour in a way where people can relate too. As the past we don’t often perhaps think of but sometimes it may hit us and make us realise that we were still carrying those memories and past experiences with us but we just didn’t realise.He also said they often leak out in dreams and slips of the tongue. Although we don’t always think of it as such, it is still there with us and that is what makes us dream about it. We then realise that it is still on our mind and it is something that is still creating an effect on us, even if the event occurred many years ago. My last person I agree with is Carl Rodgers. I judge what a child has been told throughout their life, will affect who and how they develop when they are older.For example, someone who has been called horrible names, will feel of no value will develop a low self esteem and confidence and they won’t feel good enough to do certain events. They will not feel very constructive about themselves. Therefore they may give u p on life and may miss many good opportunities. However someone who has always be pushed in life and have been told that they are smart and will do well, may actually go on in life and do well as they feel they have people that believe them. Therefore they believe in themselves and so this person will have developed a high self esteem and may be quite.

InterClean-Enviro Tech Merger Paper Essay

InterClean-Enviro Tech Merger Paper With the impending merger between InterClean and EnviroTech, it has become very important that both companies realize the most important issue that will make their merging successful; and that is understanding that customers are becoming more concerned about the rigorous environmental safety requirements that have started to plague the industrial cleaning and sanitation industry. Health care clients are being put on notice as to the new regulations that are rising about the maintenance of how sterile they are able to keep their environment. This merger will not only provide customers with the usual offering of products that can only cut through the grime and kill most of the germs that are present in these clients environments, but it will also give the client the opportunity to receive training for the clients employees, regular monitoring of the satisfaction of the product, possible full cleaning service contracts and also consistent information sharing of guideline changes. At this point, the plans that the CEO David Spencer expects to meet as far as staffing is concerned are as follows: †¢Inventory the skills of the current sales force, and identify skills and competency levels needed for the new sales direction. Determine which gaps need to be filled with new hires. †¢Establish optimal size and composition of the sales force. †¢Project estimated training and development costs. †¢Develop a staffing audit process, and identify phases of execution. (Universty of Phoenix, 2013, p. 4). The CEO, Mr. Spencer has opted to try and acquire 60 of EnviroTechs sales staff and operations specialists for the InterClean merger. Once the above mentioned tasks are completed, then The HR department will be able to determine whether or not they will need to start doing possible rightsizing  within the company. Although it seems obvious that this is not the current plans for the company, when mergers take place there is always the possibility that some employees may lose their positions. Rightsizing, according to â€Å"Rightsizing vs. Downsizing? Big Difference!† (2012), tends to be less detrimental for an organization than downsizing is. Downsizing tends to come at the time when an organization is put into the position of having to let go of employees due to economic issues, natural disaster, and other uncontrollable circumstances. However, rightsizing is looked at in a more positive light by some. Even though it is pretty much the same outcome, rightsizing is a more proactive stance for the organization to take because instead of waiting for disaster or hard times to hit that will cause lay-offs, the decision makers are constantly assessing the market trends and needs, new ideas for the organization and also new technologies available for the organization. Rightsizing focuses on the future of the organization and does a sort of forecasting to determine what skills they will need their employees to have in order to guide the organization in the way that is desired. Once this is done it will give the decision makers, mostly managers and HR staff, a better vision of who they need to hire, what training is needed for new and existing employees and/or what employees that may need to eliminate. Understanding the position that InterClean is in right now, this would be the best opportunity for them to determine if they are going to take part in rightsizing within their organization. The HR staff is taking all the necessary steps to determine if they any staffing changes will be necessary during this merger. If it comes to the point where InterClean sees that it will have to make adjustments and layoffs some of its employees the most ethical and legal way to do so will be for them to use the performance evaluations of the employees and measure their abilities to perform the jobs to help them determine who goes and who stays. They can also take the step of retaining the senior employees in each department as well. However, there are senior employees that coming over from EnviroTech as well so they must be kept in consideration to retain their positions as well, because they are the senior employees for the acquired company and their knowledge will be needed for the direction the company is trying to travel in. The company may find that some of their senior employees are not the best qualified. Seniority based layoffs can raise important but thorny procedural internal labor market issues, such as how to exactly county seniority and what bumping rights employees targeted for layoffs might have (Heneman & Judge, p. 26, 2009). Therefore, InterClean must ensure that must be in line with the laws and regulations that have been set up for things of this nature. Layoffs must be based on legitimate basis such as merit, seniority, or performance. When and if the choice comes for InterClean to make the choice of involuntary separations, they should still make sure that all the necessary steps are taken to ensure that all employees from both companies are afforded the opportunity to have their performance evaluations reviewed to make sure they are given the best chance to be retained among all other employees. They must make sure that they have reviewed the laws for involuntary layoffs and have their contingencies in place just in case those employees that may have been let go try to fight the decision the company has made. Anytime an organization is consideration the acquisition of another company, there is always the possibility that some employees may be eliminated. In the acquisition between InterClean and EnviroTech, the CEO seems to have made it clear that he wants to try and bring as many employees over from EnviroTech to utilize their expertise in the organization and also towards the plans and direction he has envisioned for the organization. While rightsizing is similar to downsizing and can even be thought of as the same, rightsizing does not seem to have such a sizable negative impact, unlike downsizing: partly because, the managers are consistently trying to implement strategic ways to help the organization become more efficient, competitive and profitable. References Heneman, H., & Judge, T. (2009). Staffig Organizatons (6th ed.). Retrieved from https://ecampus.phoenix.edu/content/eBookLibrary2/content/eReader.aspx Rightsizing vs. Downsizing? Big Difference!. (2012, September). The Growth Strategist, . Retrieved from http://ambler.com/article-library/rightsizing-vs-downsizing-big- difference/ Universty of Phoenix. (2013). InterClean-EnviroTch Merger Scenario. Retrieved from University of Phoenix, HRM/548 website.

Black Studies Essay Example | Topics and Well Written Essays - 750 words

Black Studies - Essay Example will analyze the case of two â€Å"white† newspapers and one â€Å"black† newspaper as a means of identifying key differentials in the reporting of the same noteworthy incident. For purposes of analysis, an article from all three newspapers, The New York Times, The Wall Street Journal, and the New York Amsterdam News will each by discussed and analyzed. The subject matter that has been chosen for analysis between the three newspapers is that of the unveiling of a brand new statue of Rosa Parks within the rotunda of Capitol Hill. Whereas many white individuals have been immortalized by inclusion in the U.S. pantheon as it were, the exhibition of an African American within such austere company was never before realized. As a function of this, the black newspaper which will be analyzed The New York Amsterdam News recently published an article on the internet entitled, â€Å"A Statue of Rosa Parks Unveiled in the Capital Building† which opens by stating the following: â€Å"With a caramel-colored statue of Rosa Parks to his right, President Barack Obama offered a moving tribute to the great civil rights icon in the U.S. Capitol on Wednesday morning† (Boyd 1). This in and of itself is interesting due to the fact that although the other papers which will be discussed are forced to mention the importance that race has to do with the given subject matter, The New York Amsterdam News opens its piece by reaffirming the historic and current overarching importance that an understanding and appreciation of race has. Consequently, the article goes on to re-emphasize the importance of Rosa Park’s statute being the first African American depicted within Capitol Hill has on the national consciousness and the furtherance of the ongoing Civil Rights movement. Only after these topics have been thoroughly discussed does it deviate towards a historical approach to why Rosa Park’s contribution maintains a dominant and relevant role within the current times. In a way, the

Environmental sustainability Journal questions Essay

Environmental sustainability Journal questions - Essay Example Recreation fishing is a relatively recent idea although continues to gain dominance. Commercial fishing, on the contrary is exploitative and deeply rooted since it started long before recreational fishing. Confusion emanates from what is the scale of consideration that separates the two concepts. The extent of diversity to consider when outlining the distinction between the two practices remains a serious conflict. Although commercial fishing entails a high level harvesting of fish species, recreational fishing continue to increase regarding the scale of exploitation of fish species (Cooke & Cowx, 2006). It, therefore, remains confusing to determine the level of exploitation that defines the two concepts. Another conflicting area of consideration is the selection of fish that the two should distinctly have focus. Undefined categories of species that commercial fishing and recreational fishing should concentrate on remains to be a source of conflicting ideas. The technology applied in the two fishing techniques should be different. Conventionally, recreational fishing should not apply technologies that involve high extraction levels. This has not been so though since recreational fishing technologies tend to improve to be more extractive than expected. This is a source of conflict in marine resource conservation. ... Environmental sustainability as a focus of sustainable building entails improving the energy efficiency of buildings. Installation of solar panels in buildings in buildings continues to gain dominance as a sustainable building strategy. Solar panels utilize solar energy. This is a renewable energy source, a factor that renders the use of solar panels efficient as a source of energy in buildings. Sustainability proponents advocate for the adoption of renewable energy sources as contrary to non-renewable sources. Houses with installed solar panels use minimal energy from the main grid since they utilize solar power. Electrical energy converted by the solar panels is useful for heating and running in-house machines. This saves on electricity tapped from the main grid. The effectiveness of energy conversion by solar panels by reduces from the influence of dusts. Detergents used to clean the dust may cause environmental effects. The introduction of panels that have self-cleaning mechanism s also increases the energy efficiency. Besides promoting energy efficiency, self-cleaning panels also reduce the use of cleaning detergents that may have associated environmental effects. The use of solar panels as a source of energy is a move to promote the utilization of renewable energy. Renewable energy use is essential among the various strategies to promote sustainability. Question 6 Sustainable management of waste is vital engagement in promoting sustainability. Waste from minerals and mining industry contribute to a high percentage of wastes. Waste from demolition and construction contribute to a higher pollution of the environment. Municipal waste management strategies are critical as a development area to promote

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Parts of an APA Paper Essay Example | Topics and Well Written Essays - 1000 words

Parts of an APA Paper - Essay Example As the style would be created in conjunction with the American Psychological Association, there would in turn be an element of psychological consideration given to its overall formation and creation. The primary section found within the created APA work, would be the first page, or the title page. A page that would consist of a header placed in the upper right hand corner, along with the first two words from the decided upon title. Next, what would follow would be the running head section, or the outlining of the title of the work. Lastly, the primary page would see its title mentioned once more, this time towards the middle of the page and halfway down. Further information besides this, may include the individuals name, as well as the organization that they would have completed the work through. Attention to detail and construction would be of the utmost imperative, as the overall research compiled would be assessed to determine, whether or not, the information gathered would sufficiently warrant publication in the first place. Following the title page, would be the inclusion of an abstract. Its relevance is outlined as follows, "A well-prepared abstract can be the most important paragraph in your article," (APA, 2002, p.12). For many who seek to observe written material, the abstract will most likely be the first thing that is viewed, in order to grasp the general nature of the material that is to be presented as the reader goes over it. Further outlining the importance of this abstract, "Readers frequently decide on the basis of the abstract whether to read the entire article; this is true whether the reader is at a computer or is thumbing through a journal," (APA, 2002, p.12). With the understanding and approach towards reading the material bearing upon the construction of the abstract, the writer would need to construct the abstract in such a manner that would effectively detail the subsequent material that they would have gathered. As would be the case with the portions encompassing the written work, it would remain crucial that each portion would be produced in such a manner that would be succinct and accurate. The abstract would be a detailed account of what would reside within the paper itself, rather than an instance for assessment of the general nature of the work. The language used shall remain clear and easy to understand. Following the abstract, the next item to come within the paper, would be the addition of an Introduction. The primary purpose of this section would be to state the issue(s) to be addressed and the manner at which any research was performed, in order to come to a subsequent conclusion(s). As for length, "A good introduction answers these questions in a paragraph or two and, by summarizing the relevant arguments and the data, gives the reader a firm sense of what was done and why," (APA, 2002, p.16). While the material would be discussed, it would be done so briefly, rather than in cons iderable detail. Lastly, the purpose of the piece, or the thesis statement, is outlined within the final portion of the introductory section. The next section would be for the method. A section that would be divided into parts and would discuss such things as those who took part in the research, whatever things were used during the research and whatever methods that were taken in pursuit of conducting the research. The internal

International Parity Conditions Research Proposal

International Parity Conditions - Research Proposal Example The degree of real interest rate parity depends on the scope of uncovered interest parity and relative purchasing power parity. Actually, uncovered interest parity denotes financial investment between money and foreign exchange markets. The relative purchasing power parity means investment in goods and services. Thus the real interest parity condition embraces components of both real and financial integration. According to Roll (1979), under the efficient market assumption, ex ante-attention from purchasing power parity are unpredictable. (Frankel, 1991), for instance, proposes that breach of ex-ante relative purchasing power parity is linked with an uncompleted combination of goods markets. capital is open to shifting. For example, an optimal firm fixes its marginal product of capital equal to the consumer cost of capital. The consumer cost of capital is nominal interest rate (without considering taxes and depreciation) attuned to the rate of inflation of its output. Thus the real interest parity is a signal to the equalization of the marginal product of capital. A refinement is drawn in using parity conditions to assess integration. That is, if a parity condition is discarded, then expansions and reductions of differences may happen as a result of either more economic integration or greater union of economic policies, or both. differentials and the coefficient figures are applied to evaluate whether the real interest rate parity condition holds. There is an extensive literature on testing real interest parity according to (Mishkin (1984), Mark (1985), and Cumby and Mishkin (1986)). Example: U.S. investor has $1 to invest, say for one year.   Here, two strategies are to be considered: 1) Investment in U.S. Treasury securities at $, at the domestic interest rate, or 2) Invest U.K. treasury securities at i £, and hedge FX risk by selling maturity value of  £s forward one year.

The thematic role of tradition in “Jude the Obscure” Essay Example for Free

The thematic role of tradition in â€Å"Jude the Obscure† Essay Hardy as a purely Victorian writer (Carpenter, 1964) felt, however, a degree of cognitive dissonance and inner inconsistence with the existing realities, in particular, with the social pressure and the dissolution of individuality in the countless traditions and rituals. The novel â€Å"Jude the Obscure† demonstrates the Victorian mores from a peculiar viewpoint, in terms of the opposition between the spiritual nature of the personality, their aspirations, ambitions and longings, and the clutches of tradition that encumber the characters in their self-actualization. In the present novel, the role of tradition is demonstration through the lens of family, cross-gender relationships and social class. Traditionalism seems to blossom in the realm of cross-gender relationships, as they are strongly regulated by the society. In order to illustrate this assumption, it is necessary to analyze the situation Jude encounters after having dated with Arabella for certain time. Due to the fact that their relationships implied no mutual responsibility, Jude decides to leave the girl after his infatuation decays: â€Å" â€Å" I am going away†, he said to her. â€Å"I think I ought to go. I think it will be better for you and for me. I wish some things had never begun! I was much so blame, I know. But it is never too late to mend† â€Å" (Hardy, Part 1, Ch. 9, 1994, at http://www. gutenberg. org). The young woman, in her turn, from the very beginning of their affair, dreams about the marriage to him, because of the persistent social tradition, which prescribes the only model of livelihood for women, which is marriage. Moreover, single women are always criticized and treated as â€Å"peculiar†, the Victorian tradition even attributes mental disorders to such individuals only for their marital status; due to the fact that the stereotypes associated with spinsters are very unattractive, Arabella is eager to observe the social tradition and create her family as early as possible. Women by the tradition are supposed to be more interested in marriage therefore. In terms of cross-gender relationships, it is also important to outline the development of the affection between Jude and Sue, his cousin. Jude gets attracted to the girl after seeing her portrait, but, being aware of his marital status, he doesn’t allows himself to approach the girl: â€Å"The first reason was that he was married, and it would be wrong. The second was that they were cousins. It was not well for cousins to fall in love even when circumstances seemed to favour the passion. The third, even were he free, in a family like his own where marriage usually meant a tragic sadness, marriage with a blood-relations would duplicate the adverse conditions† (Hardy, Part 2, Ch. 2, 1994 at http://www. gutenberg. org). As one can see, the most important reasons are close-knit to the socially imposed perspectives of cross-gender relationships: in order to avoid blaming rumors and gossips, Jude at first deliberately creates a barrier even to the friendship with Sue. The dominance of traditions, regulating and controlling family, are to great extent similar to the previous group, as any relationship between a man and a woman (except the cases of close kinship) are considered a potential family. The family should be officially registered and approved by both secular and clerical institutions – only in this case the children, born in this partnership, are legitimate. In this sense, even though Jude is unwilling to marry Arabella, he gives his complete consent after learning that his girlfriend is pregnant. Moreover, the family-oriented tradition of the epoch harshly discriminates these children, so that they bear the burden of their parents’ â€Å"social disobedience†. Consequently, the young woman’s pregnancy appears false, but Arabella’s manipulations seem partially justified by the society, as they are directed to the creation of family, a structural unit, which is easier to control in the macro- and mezzosocial levels. Arabella’s friend, Anne, even demonstrates childlike glee after learning about the method the young wife has lassoed Jude: â€Å"Mistaken! Well, that’s clever – it’s real stroke of genius! It is a thing I never thought o’ wi’ all my experience! † (Hardy, Part 1, Ch. 9, 1994). Another vital point of the depiction of the societal regulation in terms of family can be found in the beginning of Sue and Jude’s cohabitation and the subsequent scandal. It begins with the response of Mr. Gillingham, Phillotson’s friend, with who the man shares information that sue, his wife, intends to live with another man. Gillingham seems to speak in the name of the whole society, in the present dialogue he embodies the pressure of social tradition: â€Å" But- you see, there’s the question of neighbours and society – what will happen if everybody – [†¦] I am quite amazed, to tell the truth, that such a sedate, plodding fellow as you should have entertained such a craze for a moment, You said when I called that she was puzzling and peculiar: I think you are! † (Hardy, Part 4, Ch. 4, 1994). The responsibility for the wife’s adultery is traditionally placed to great extent upon her spouse; both this quotation and the fact that Phillotson is threatened with termination of his employment because of Sue’s behavior points to the idea that woman is not merely inferior, she is also viewed by society as an infantile create, who should be â€Å"reared† and â€Å"brought up† by her spouse. After Sue and Jude begin to live together, they become severely ostracized by the society. First of all, Jude becomes a stonemason, as no other work is available to him, whereas Sue works as a street seller. Learning that the couple are not married, all lodging owners refuse the take sue and Jude, even though they travel with young children and thus need an accommodation as soon as possible. Therefore, the scorn for the couple living without official registration of their partnership is even stronger than the pity for the infants, as the children ,born in such an affair, can not be equated to legitimate children; and the social tradition which normally prescribes that society take care about minors, ignores their needs. The tragic ending of the novel can also be interpreted as the victory of social tradition. In fact, Sue and Jude’s children are murdered by Jude and Arabella’s son; â€Å"He looked in bewilderment round the room. At the back of the door were fixed two hooks for hanging garments, and from these the form of the two youngest children were suspended, by a piece of box-cord round each of their necks†¦Ã¢â‚¬  (Hardy, Part 6, Ch. 2). Importantly, Little Father Time was born in the wedlock, i. e. he symbolically has more rights, freedoms and entitlements in the family, comparing to other children. His name also points to the fact that he represents the interests of the epoch as well as its social tradition. Thus, the deaths of the children are a symbolic punishment, imposed by the social tradition for committing adultery and not creating a full-fledged family. In terms of social class, tradition is represented, first and foremost, in the point of Jude’s efforts towards getting access to education. Due to the fact that his only caregiver, his aunt, is a baker, she would wish him to remain within the working class, and when young Jude asks her about Christminster and education, she responds that his future livelihood could not be combined with education, moreover, that their family has nothing in common with the intellectual circles form the city. The woman therefore refers to the Victorian tradition, which strictly determines interclass boundaries, stratifies individuals, and creates obstructions to their penetration to the higher class. To sum up, as depicted in the novel, social traditions regulate the most important areas of human life, including the relationships between genders, marriage and family as well as career and class behavior. As one can see from the novel, social traditions is extremely critical to any cross-gender relationships that do not imply official marriage, in which the man and woman, however, have disproportionate interest. Uniting into families is viewed as the most appropriate and traditionally approved way of social interaction, whereas individuals, living in an unregistered partnership, are marginalized. As for the social class, the tradition seeks to retain individual within their strata through regulating the access to education, training and employment. Due to the fact that the major plotline in â€Å"Jude the Obscure† is built upon the combination of these three representations, the role of social tradition is strong in the writing, moreover, with respect to the aforementioned obstructions and judgments the society develops in response to the characters’ actions, one can understand that Hardy addresses it in the negative, rather then positive or supportive tones. Works cited Carpenter, R. Thomas Hardy. Boston: Twayne Publishers, 1964. Hardy, T. Jude the Obscure. 23 September 1994, http://www. gutenberg. org/files/153/153-8. txt

South African Economic Racism Essay Example for Free

South African Economic Racism Essay Throughout the course of the 19th and 20th century, economic considerations played a significant role in shaping both racial discrimination and concepts of white supremacy in South Africa. When large deposits of gold and diamonds were discovered in the latter half of the 19th century, the economic structure of southern Africa was dramatically altered. The mining industry necessitated vast amounts of inexpensive labor in order to be profitable. In the post South African War period, the necessity to return the Boers to self-rule without harming the mining industry resulted in a series of legislation that legalized racial discrimination to ensure a large and cheap labor force consisting of Africans. South Africa’s industrial revolution and the legislation passed during the period immediately following the South African War provided the economic bases of racial discrimination and white supremacy in South Africa. In 1868, the Kimberly diamond strike propelled South Africa to a position as a world leader in diamond production. Similarly, the discovery of large gold deposits in the 18th and 19th century also attracted both foreign capital investment and immigration. The rapidly growing mining industries required massive amounts of inexpensive labor in order to be profitable. Hundreds of thousands of African workers sought employment in the developing mines and cities in industrializing cities. In the face of this increased competition, white workers benefitted from racial discrimination because it protected them economically from competition with African workers. White business owners sought a large and cheap African workforce; racial discriminatory practices ensured they were cheap and pliable. In order to limit the bargaining power of African workers seeking higher wages and to ensure that none could flee in the face of harsh labor conditions, the British conquered the remaining independent African states, confiscated land, and imposed severe cash taxations during the 1880s and 1890s. This forced African labor that had previously chosen employment in the mining industry voluntarily to now do so under conditions set solely by the employers. In addition, a series of discriminatory practices were first introduced during this period including pass laws and urban ghettos, further ensuring the enforced cooperation and steady supply of cheap African labor. The industrial revolution in South Africa introduced a pressing need for incredible amounts of cheap labor. The introduction of racially  discriminatory practices sought to meet this need by ensuring the In the aftermath of the South African War in 1902, the mining industry saw a depression in the face of a severe labor short age. In response, South African capitalists and mining industry leaders worked with British imperial authorities to import massive amounts of Chinese laborers. Between 1902 and 1907, over one hundred thousand Chinese immigrated to South Africa. However, Afrikaners opposed this vehemently arguing that it should be a white man’s country and that this influx of labor represented a new competitive threat for potential jobs. In 1906, the Liberals come to power in Great Britain. Many had opposed the South African War and were now calling for the return of self-rule to the Boers without endangering the mining industry. Afrikaners would take the place of skilled and semi-skilled English laborers at lower wages while newly enacted policies would force greater numbers of Africans to unskilled labor. The 1911 Mines and Works Act restricted African employment to menial and unskilled jobs, excluding them from most skilled categories of work. In effect, it legislated a racial hierarchy in the workplace and extended the practice throughout the South African economy beyond the mining industry. Furthermore, the Industrial Conciliation Act of 1924 restricted African rights to organize or to negotiate their terms of employment. In 1913, the Natives’ Land Act was enacted, restricting African ownership of land to designated areas comprising roughly 7 percent of the South Africa’s total land area and restricting Africans from establishing any businesses outside of this allocated space. In addition, the land partitioned for Africans was often of poor quality and could not possibly support its population. Thus, the law effectively prevented Africans from leading self-sufficient lives in rural communities. They were increasingly forced to work on Afrikaner owned farms, factories, and mines. In addition, restrictions on their movement and the right to reside in urban areas combined with the inability for rural areas to support significant numbers of Africans resulted in an endless system of migrant unskilled labor. Economic interests and considerations significantly in fluenced the segregation policies adopted in South Africa during the 19th and 20th centuries. The necessity of a cheap and controllable labor source resulted in harsh racially discriminatory policies and the rise of white supremacy. In 1944, the chairman of the Broederbond stressed the special role of  Afrikaners in a speech, â€Å"In every people in the world is embodied a Divine Idea and the task of each People is to build upon that Idea and to perfect it. So God created the Afrikaner People with a unique language, a unique philosophy of life, and their own history and tradition in order that they might fulfill a particular calling and destiny here in the southern corner of Africa. We must believe that God has called us to be servants of his righteousness in this place† (Clark and Worger, 32). Placing emphasis on divine support for their existence, their special place in the world, and righteous mission, this Afrikaner ideology can draw historical antecedents from the belief of Manifest Destiny in the United States in the 19th century and from the ethnic nationalist movement of Nazi Germany in the mid 20th century. This emphasis on the special Afrikaner identity heavily influenced Hendrik Verwoerd who se argument for apartheid centered on the inability for two cultures to achieve their ideal futures as each of their paths are unique. The intermingling of languages, traditions, and histories would be detrimental to both the Afrikaner and African peoples. These ideals of Afrikaner nationalism expressed in the quote draws historical antecedents back into the 19th century concept of Manifest Destiny. During the 19th century, Manifest Destiny was a widely held belief in the United States that American settlers were destined to expand throughout the North American continent due to the special virtues of the American people and through a special destiny that was divinely ordained. Similarly, the Broederbond chairman asserts the special role of the Afrikaner people and their divinely ordained origin. In addition, he argues for their expansion throughout southern Africa as both a divine calling and righteous mission. The ideas expressed in the quote by the Broederbond chairman also draw numerous parallels with the 20th century German nationalism found in Nazi Germany. Following his ascension to power in Germany, Hitler’s movement and theories resonated considerably in South Africa, particularly with the Purified National Party and the Broederbond. The Broederbond established a â€Å"voortrekker† movement for Afrikaner youth, arguably seen as analogous to the Hitler Youth . In 1938, the Ossewabrandwag was established on the model of Hitler’s national socialist movement. By the end of 1939, over three hundred thousand Afrikaners had sworn loyalty to the volk, or Afrikaner people. It sought to establish an Afrikaner controlled republic in South  Africa, by violent means if necessary. Additionally, in 1938, a centenary celebration of the Great Trek was organized that placed emphasis on the heroic struggle of the Afrikaners against British oppression. The articulation of this â€Å"sacred history† and of a struggle for survival sought to memorialize and legitimize the special place of the Afrikaner people. These sentiments are again arguably analogous to those found in the ethnic nationalist movement of Nazi Germany that stressed the special place in history of the Aryan race. In both Afrikaner nationalism and German nationalism, the nation has a mystical and divine quality. In addition, the Afrikaner and German people are also considered to possess certain special and unique characteristics such as language, culture, and history that transcend the individual and contribute to a national unity. The emphasis of a special and unique Afrikaner identity expressed in the quote by the Broederbond chairman in 1944 can be seen in Hendrik Verwoerd’s argument for apartheid in 1950. As the minister of native affairs in the first National Party government, Verwoerd met with African members of the Native Representative Council to explain his theory and justification of apartheid. Basing his argument in the concept of ethnic nationalism, he asserts that Afrikaner and African communities must be divorced in order for both parties to prosper. It is impossible for two distinct and unique peoples to achieve their ideal futures while intermingled because each has their own particular path and calling. Verwoerd argues that tension and conflict are inevitable in mixed societies. The mixing of languages, traditions, and cultures in South Africa are only detrimental to the development of both the Afrikaner and African people. Appealing to African leaders for their cooperation in installing an apartheid policy, Verwoerd states that, â€Å"Instead of striving after vague chimeras and trying to equal the European in an intermingled community with confused ideals and inevitable conflict, he can be a national figure helping to lead his own people along the road of peace and prosperity. He can help give the educated men and women of his people an opportunity to†¦fully realize their ambitions within their own sphere† (Clark and Worger, 141). His explanation of apartheid places a significant emphasis on the purity of a people’s descent and the continuation of this line as the key to secure an ideal future. Both Afrikaners and Africans can only truly realize their full potential within their own cultural and ethnic sphere.