Note taking by condensing Quinn's first nine chapters into notes Assignment

Note taking by condensing Quinn's first nine chapters into notes - Assignment Example He realized this gorilla was able to develop an adaptation to his environment at the zoo and came about the norms of the civilized community from his observations of people who’d visit him at his lair. He must have loved the wild, for certain, except that with incessant utilization of resources from the mountains and the destruction of their home or habitat, life there becomes improbable and risky for a wild beast like him. The changes of course brought questions on identity, as human beings desire that all animals, things, and objects must have names—regardless if this is culturally or zoologically befitting to be named as such because translocation apparently is appended with untangled or mystifying confusion and disorientation on life’s dichotomy. Children for instance would love to enjoy trekking in the forests and learn on the variation of species but this Gorilla perceived of those mountains as vast strange wasteland. The lesson of captivity provided an opp ortunity to anchor such human beings’ restiveness for paradigmatic discernment on their dependency on nature for survival but is, on similar note, engaged in wanton destruction of environment and resource. They are the same people who are very passionate about life but also became authors of armed conflicts; murderers of those who refused to adhere to the power of those who subjugate. These peoples, who claimed to be the most civilized beings on earth, but whose knowledge are used to disadvantage others; made laws to repress civil liberties; and, used their minds to despair other hearts. Will Ishmael be able to pursue his desire to change the world? Or, will this remain a dream? Maybe reviewing peoples’ culture and ideological differences seemed to have buried the common values required to appreciate multi-ethnicity and variegation of faiths. Those who dubbed themselves as the

Impact of education on economic and social outcome of citizens Article

Impact of education on economic and social outcome of citizens - Article Example To be educated is indeed a wise undertaking in the world of today and it holds more ground than it used to in the times of our forefathers. There is so much to seek, learn and understand that the man seems to go missing in the quagmire. However if he is educated he makes his own way through the zig-zag pathways and thus reaches his destination on all counts. It is a matter of fact that being educated in the current times facilitates one self in estimating what life is bringing for a person. It opens up his range of options and presents to him ideas out of the box as well. What this does is to make him do the analysis in a straight forward manner. No analysis is possible without getting to know the facts first of all. If a person is educated and understands the norms that are taking place within his life or generally, he will get to know what the strengths of the same undertakings are and how it would affect his own live as well as the ones whom he loves and takes care of. He gets to inquire the weaknesses present with the knowledge that he has obtained over a period of time and thus weighs them in light of the strong points that were previously ascertained by him in due course of time. In the world of present times, being educated means that a person is talked of in a high and esteemed manner. He is given respect by one and all since he can understand the difference between the good, the bad and the ugly. He can sense problems where the illiterates could think merry. He can make out for the troubles that lie ahead in different situations through his sheer ability of forecasting and visualization. He can look at the missing links better than an average man. He can understand his own psyche, individual basis and the manner under which he exists within the tenets of the society. He knows who he is and what is expected of him. He can create links with each other on the basis of his literate self and his education speaks for his own self in terms of his dressing, the way he meets strangers and new people, the way he eats and dines, the manner in which he greets people and so on and so forth. The differences seem to become apparent more often than not and this is something that is apparent within a person who is educated and who knows how to comprehend difficult circumstances with eloquent measures. More than anything e lse, it is his resolve that remains firm at the best of times and he remains committed to his world of ethics and morals since this is a very quintessential step in the wake of his different undertakings, measures and behaviors in the world that he lives in. It is true that from a general standoff education pretty much plays a pivotal role in the development of any nation. This markedly sets the tone for the people to harness their skills and potentials which they are quite unaware of before they actually get out in search of educating themselves and their families. The reforms have to be brought from the top side of a nation, whereby the government needs to take bold steps to promote it no matter how hard it is on their budgets. Awareness does not come out of the blue for the people, it has to be injected courtesy education and one must understand the real rationale behind putting emphasis on this subject before one actually moves ahead and does

Introduction To Sports Among Women Spectators In India Media Essay

Introduction To Sports Among Women Spectators In India Media Essay Watching sport represents a predominant form of leisure behavior in todays society. Large numbers of people attend sporting events and think of themselves as sport fans. Traditionally, participation in sports as a spectator has been a male dominated activity. Women differ from men on various parameters such as physicality, psychographics, behavioral parameters, consumer behavior and consumption experiences. The differences between men and women on these parameters make it difficult for marketers to target them together as a unified segment. But, irrespective of the differences between men and women on various parameters, sports goods manufacturers and sports events marketers have pursued traditional male-oriented marketing policies. But in recent times due to a radical change in social and financial status of women, there has been an increased participation in and consumption of sports by women. This has caused marketers to add a female- oriented focus to their strategies. The recent introduction of female commentators in cricket to strategies to attract women in the latest IPL edition with attractive offers shows a definite change in the marketing strategies of media and marketing professionals. Also more and more women are turning to sports for recreational purpose. With the sports industry turning more to women consumers, it has become necessary for marketers to research womens consumption behavior and consumption experiences to come up with gender specific strategies. Hence, this study would be to understand how the Indian woman consumes sports and the level of involvement or motivation achieved set in the context of the Indian society. Literature Review Sports as a genre is present in everybodys life, be it in terms of participation or watching. Sports has the power to inspire, build communities, to make people cry, laugh. In the hands of an ingenious marketer sports has an almost enigmatic pull towards the target consumer. Traditionally, sports participation and consumption was viewed to be masculine or a part of male dominion. However, with increasing number of women who have found economic and social independence the domain of sports is no longer completely a male bastion. Increasingly women are breaking the stereotypes of passivity and are actively consuming and participating in sports. Major strides have been made over the past few years in providing participation opportunities for girls and women in sports. Media visibility has increased for a number of women players both internationally and nationally like Venus Williams, Anna Kounikova or Sania Mirza. The consumption of sports and leisure by men and women is dependent on a lot of factors such as prevalent societal norms, beliefs and attitudes. In the context of sports and leisure, what is associated with men and masculinity is valued over what is associated with women and femininity. Hence, it is important to explore the underlying societal norms to understand the consumption patterns. A post modernistic approach In a postmodern society, the prevalent ideology is that what is considered masculine or feminine will break down as the boundaries between masculinity and femininity continue to blur and the different forms of gender multiply. Activities that conventionally convey clear meanings, such as combat conveying masculinity and gracefulness conveying femininity, will no longer be obvious. A postmodern vision of these categories blurring into one should be liberating because it lessens the likelihood of gender being used as a way to categorize. In the context of sports and leisure, this suggests that gender is less likely to influence participation or consumption of sports previously marked as masculine or feminine. Analysing literature would help us to understand historical trends of sports and leisure participation by gender in various scenarios. Home Vs Workplace Women have been historically been associated with activities conducted at home such as gardening, sewing and cooking, due to recent advancements in technology the efforts required for the chores have reduced immensely but the modern society still views it as a womans job. Unskilled tasks such as cleaning, eating, cooking, sleeping, leisure and child rearing were performed at home, Men were connected with activities in the workplace and less connected with the ones at home. Home for men essentially was a place to recoup from a hard days work. A similar separation exists in sports and leisure today. ( McGinnis, Chun, and McQuillan, 2003) According to Hendersons review (1990), leisure for women tends to consist of activities which is near or at home because it can be infused with household chores and because few opportunities for leisure exist outside the home. According to another research by Kane, It was argued that women tend to define themselves in terms of human relationships, hence, they consume within the context of home and family. The complexity increases for a career woman as then the leisure is dependent on family environments, especially children. Women use home as a primary place and means for leisure. And in case a leisure opportunity comes along which is out of home, then it is sort of offered in such a way as to not hamper household responsibilities. In this case, leisure itself can be seen as constraining, as it reinforces gender appropriateness (Shaw 1994). While it appears that leisure opportunities certainly exist for women outside the home, the literature suggests that leisure for women is still largely perceived as a secondary concern. Opportunities for leisure exist, but only when other duties and other concerns have been addressed first. Expectations of a women and her role in society appear to transcend the opportunities outside the home. Men face the same constraint, but can define what is expected of them more so than women. Spectatorship and Leisure time It is a common point of contention that men and women both enjoy watching sports on television, but their preferences differ, as men tend to prefer more competitive and aggressive sports as compared to women. We find evidences of media reinforcement of the gendered consumption patterns, for example NBC positioned the Olympics with storylines resembling soap operas. Men have generally dominated the consumption of organised sports. But the Spectator Gender Gap is reducing with more women watching conventionally male sports such as Golf, football. However, research suggests that attempts by women to increase their sports consumption in a way threatens the male dominion as sports is viewed as a masculine domain where men are allowed to bond with one another. Women entering this domain are seen as upsetting this setting (McGinnis, Chun, and McQuillan, 2003). Leisure is another area where the gender gap exists, women in general experience a lesser amount of free time as compared to men as their part of their free time is generally spent doing housework or taking care of children. Men can experience larger blocks of free time without worrying about other commitments. Role of the Indian Media Women are traditionally not encouraged to indulge in sports. Sports are men oriented, where men play and women watch. It is clearly visible in the Indian media too, be it films or advertisements. For instance, in an advertisement of Clinic Plus shampoo, a coach of a boys cricket team in school discourages a girl to play with the team by fearing, when he says, Baal kharab ho jayege (your hair will get damaged if you will play cricket in sun). Another advertisement of Tata sky featuring Gul Panag and Aamir Khan, she has been portrayed as a woman for whom sports is a nuisance. During the cricket matches and sports world cups, time and again, many news channels have shown how women have to sacrifice watching their saas-bahu dramas and newspapers also write about falling TRPs of TV serial and how these matches are a jeremiad for women. Because in the family, their husbands, brothers and father are glued tothe sports channel and the power of attorney for the remote control is transferred t o men for those few days when the matches are held. In addition, Some of the commonly held beliefs associated with female fans and women sports are explored below- Women are not interested in sports fact or fiction In terms of viewership, over 2.2 crore women watched the 2003 World Cup in India alone. Female viewership comprised an astounding 46% of the total World Cup viewing population and TRPS for female viewership for India matches climbed to a phenomenal 9.8, significantly higher than the 3.9 registered during the Nat West Trophy final played at Lords in June 2002(ESPNSTAR, Interesting history of womens cricket in India).The Twenty20 World Cup had a strong, growing female audience for the sport and its not restricted to cricket alone. There is an overall 54 per cent increase in ratings for the three tennis grand slams-especially with regard to womens viewership where the growth has been significant. To reach out to this diverse market, most channels are developing a strong programming line-up that is a healthy mix of acquired and original content. (The financial express, Cashing in on sports). For the first time, a non-cricketing glamorous female host Mandira Bedi was brought in as a studio anchor. The experience was something which shocked cricket purists. But with a mix of elements for the purist as well as the novice and the fence sitters, Extraaa Innings combined academic cricket with mainstream entertainment like never before. This resulted in a whopping 50% increase in average rating of Indian matches and 37% increase in the rating of non-India matches, reached out to a record 78% of the Indian audiences in CS homes. More interestingly the female gross reach grew by an unprecedented 261%. Mandira Bedi became a celebrity and was soon a part of life even for women in conservative Indian households. Purists like Wisden, which condemned the experiment with women anchors during the ICC Champions Trophy in Colombo in September 2002, were forced to retreat. Women joined betting circles and housewives in Delhi and Ahmedabad formed clubs to enjoy the sport (ESPNSTAR, Interesting history of womens cricket in India). In terms of playing the sport, there has been significant increase in the number of professional sportswomen in variety of sports including Badminton, tennis, hockey, golf and athletics. The increase in the number of tournaments is a testament to that fact, recently an international basketball tournament the FIBA Asia Womens Championship was hosted by Chennai, Featuring the best players and top teams from across the continent, the tournament was a success. (Deccan Chronicle, India Wakes up to alternative sports) Female sports fans are different from male sports fans -fact or fiction? According to a research by Sargent, Zillmann, and Weaver, men and women enjoy distinctly different types of sports. Their findings revealed that males preferred watching combative sports on television whereas females were partial to stylistic sports. Sport socialization research examines the impact that environmental forces have on children and individuals from two different perspectives: socialization into sport and socialization through sport. This line of inquiry indicates that people are attracted to sport due to formal channels (i.e., parents, peers, coaches, mass media, teachers) and informal channels (i.e., school, church, and community-based programs), as researched by Kenyon McPherson . Media plays a primary role for introducing new teams and sport leagues to adults. According to a study by Bruce, Institutional, social, and familial contexts also shape viewers interpretations of sports broadcasts. He also found that women did not display strong loyalties to specific womens sports teams that are common with men and their favorite mens teams. This was attributed to the extensive sports information and media attention given to mens sports. In a study on cognitive development and socialization by James, in the initial development of team loyalty, it was found that children form preferences for sports teams early in life. Results of this study revealed and that the gender stereotype associating sports with males was prevalent among children and that fathers were the most influential socializing agent in introducing children to sports teams. In a study on experiences and effects of viewing televised sports, Gantz and Wenner found differences based on gender for 9 of the 15 motivation items examined; however, these differences were not dramatic. Most notable among their findings, women were more likely to watch televised sports for companionship and sharing the experience with family and friends whereas men watched to unwind and become wrapped up in the excitement and drama of the game. Men invested more time in reading, listening, watching, and talking about sports and they were more likely to experience emotional fluctuations from watching sports. Men also tend to display a fan behavior and identify more strongly as a fan according to Dietz-Uhler. However, an equal number of male and female college students considered themselves to be sport fans. Females reported being fans because they attended and watched sporting events with family and friends while males were more likely to consider themselves fans because they played sports and wanted to acquire sports information. Measuring Spectator Motives Various methods to research on sport spectators have been developed which utilizes a number of scales to assess the psychological motives related to attendance, media usage and interest at live sporting events. 1) One of the first methods was developed by Wann. He designed a comprehensive scale to measure eight factors observed to influence behavior; eustress, self-esteem, escape, entertainment, economic (gambling), aesthetic, group affiliation, and family. 2) Second method developed by Trail and James was the Motivation Scale for Sport Consumption (MSSC) to examine ten aspects of spectator behavior: achievement, acquisition of knowledge, aesthetics, drama, escape, family, physical attraction, physical skills of players, and social interaction. 3) Thirdly, McDonald, Milne and Hong (2002) utilized a scale to measure spectator and sport participant motives related to: risk-taking, stress reduction, aggression, affiliation, social facilitation, self-esteem, competition, achievement, skill mastery, aesthetics, value development, and self-actualization. Research Methodology Conceptual Framework or Problem Definition Till now through an extensive analysis of literature we have seen that men and women both consume sports in their own way and one cannot generalize the consumption pattern of women. The motivations and the level of involvement for women depend on a lot of factors. Research Gap : There is no study done in the Indian context to understand the women sports consumers, their stages of involvement and motivations to participate. Hence, this study is a step towards achieving an understanding of the same. Research Objective: The objective of the research is to understand the Woman sports consumer in terms of her involvement level and motivation to consume a particular sport. The study of motivation for predicting consumer behavior is very difficult as to understand the interrelation between motives and specific behavior. Also, to develop a list of consumer motives comprehensive enough to capture the wide variety of motivating forces that stimulate and shape behavior is challenging. To do the above, a framework could be constructed in the form of a social continuum which broadens the sport consumer motivation notion by using involvement as a motivational construct to distinguish between various levels. Factors like womans role in the society would also be a part of this construct. Hence, a study of the immediate environment becomes imperative for studying the consumption pattern. The level of involvement of women consumer of sports should form the basis of the framework of social continuum where the stages vary from viewership to acceptance to fan base to taking part or actively playing to encouraging others to play or advocacy. As shown below, Identification of critical factors which defines each of the stages could be looked at and the motives of each stage should also be looked at. According to each stage a corresponding set of behavior would be associated. Understanding different spectator motivations and involvement levels can be of significant benefit to the sport marketer looking to boost team revenues and gate receipts. Of particular interest are both the marketing manager understanding the specific motivations that drive a spectator or fan to consume a sport and the subsequent development of marketing communications based on these motivations. These effective marketing communication plans can often help build groups of diehard fans, thus expanding the customer base for a team. Spectator and fan motivation can also be used as an effective psychographic segmentation method that can result in more effective marketing campaigns. Sub Research Objective: Involvement Involvement could be defined as a state of interest, stimulation or motivation towards an object, a product or even an activity. As put by a study done by Mitchell, Involvement represents an internal state variable that reflects the amount of arousal, interest, or drive evoked by a particular stimuli or situation that mediates consumer behavior. Application of the involvement construct to examine sport spectators and sport fans would provide a fuller understanding of motives and what stimuli and situations direct behavior (e.g., attendance, purchase of team merchandise, media consumption) and attitudinal formation (e.g., preferences, commitment, loyalty). Some parameters of study for involvement would be Importance of product as perceived by the consumer Pleasure or enjoyment provided by the product Risk of making the wrong purchase or participating in the non enjoyable activity Self expression it represents the identification of the person with the purchase or participation Centrality to lifestyle, encompasses socializing and interactions Motivation Theories and studies have been done by researchers on how to assess the motives for consuming sports. These motives can be generally classified into the broad categories of study as Entertainment Stress and stimulation seeking Social Interaction Achievement seeking Approach to Analysis According to the sample defined above, the research would be conducted two phases: Phase 1: This would be in the form of exploratory research which would be used to develop a conceptual model for examining involvement stages and their corresponding motives. The purpose of this is to identify any potential parameters related to spectator motives or involvement framework which were missed. In-depth interview of 5 respondents approximately would be taken in each market segment. Phase 2: This is the validation phase where the qualitative study would be validated by quantitative so that the result of the first phase could be extrapolated to a larger population if required. Sampling Universe: The sampling universe could be defined as young women who are primarily college goers or into the first 2-3 years of job, who follow at least one sport, belonging to SEC A or SEC B. Details of Phase I Sample Size: 15-20 (Qualitative study) The sample size setting is done with a non-statistical approach where the selection is done anticipating subgroup analysis. The anticipation is that 4 meaningful clusters (market segments) would emerge and each cluster will contain approximately 5 respondents in average. SEC A SEC B College Goers Urban Semi Urban Working Women Semi Urban Urban This is for the qualitative part of the research. Sampling Procedure: Convenience Sampling (Non- probability sampling) Care would be taken to ensure that heterogeneity of the entire population can be effectively covered in the sample. Details of Phase II The phase II methodology would depend on the data collected in the first phase. Scope The study would help marketers understand the woman spectator motivations and stages of involvement in consuming sports in India, in turn, help in predicting behavior This would help marketers tap into the growing woman spectator base. Expected Contribution There has been no study on understanding women spectators in the Indian context done till date. This research would help both the academia and industry to understand an upcoming segment. Understanding different spectator motivations and involvement levels is important for a sport marketer to tap the women consumer segment which is increasingly becoming independent economically and socially. Understanding the involvement and motivations that drive a woman spectator to consume a sport in India would help marketers target this segment with crisp and relevant marketing communications. The involvement stages and motivations can also be used as an effective psychographic segmentation method for forming effective campaigns.

Terry Tempest Williams Essay -- Author Authors Terry Tempest Williams

Terry Tempest Williams Born to a Mormon family and raised in Utah, Terry Tempest Williams’ being is rooted in her religion and the wild of the desert. These two elements compound to shape her identity, although their co-existence does not always reside in harmony. In 1983, the Great Salt Lake began to swallow Williams’ beloved bird sanctuary. Simultaneously, her mother learns that she has cancer. This juncture in time signals a major turning point in the course of her life. While, unable to stop the steady rise in the lake, Williams is unable to keep her mother on this Earth. After a round of chemotherapy and a bout of radiation, her mother decides to discontinue treatment and live out her final weeks in peace. Her mother’s attitude reflects Mormonism; this trust in religion gives her the strength to persevere, and Williams recognizes her mother’s incredible faith. Mormonism carries her mother and the family through the cancer, but its teachings fail to satisfy Williams’ personal needs. Her mother acted as her connection to Mormonism, and without her there, Williams looks to other places for solace. Her mother lives her death in conjunction with Mormon tradition, which she tries to share with her daughter. Mormonism values the family unit as the central source for love and support, in times of serenity and times of need. The family also depends on the greater community for help. They exist within one another, tangled in a web of support looking after all members of the Church (James). Incidentally, her mother’s cancer is felt by the entire family. They are all sick; they all fight; they all have to accept death. In the final days, Williams notes that â€Å"touch is more important than ever† (220). She consciously holds her moth... ... Mormonism belonged to her mother, acting as the glue of the family. Alone, Williams seeks out new sources of comfort and hope. She hasn’t abandoned her religion; rather, she’s augmenting her faith. Her mother has given her the core values of Mormonism, modeling herself as an example of a pious woman. Her faith did not die with her mother. Rather, Williams confirms its presence in her life by testing its veracity against her needs. The Day of the Dead provides a tangible means of engaging her grief, fulfilling Williams’ needs at that time. In the Mexican tradition, mourners form paths of petals in the streets, leading to an altar in their homes. These makeshift paths lead their loved ones to return to their families (Salvador 75-76). In the final sentences of the book, Williams scatters marigold petals on the water’s surface, inviting her mother to return to her. Terry Tempest Williams Essay -- Author Authors Terry Tempest Williams Terry Tempest Williams Born to a Mormon family and raised in Utah, Terry Tempest Williams’ being is rooted in her religion and the wild of the desert. These two elements compound to shape her identity, although their co-existence does not always reside in harmony. In 1983, the Great Salt Lake began to swallow Williams’ beloved bird sanctuary. Simultaneously, her mother learns that she has cancer. This juncture in time signals a major turning point in the course of her life. While, unable to stop the steady rise in the lake, Williams is unable to keep her mother on this Earth. After a round of chemotherapy and a bout of radiation, her mother decides to discontinue treatment and live out her final weeks in peace. Her mother’s attitude reflects Mormonism; this trust in religion gives her the strength to persevere, and Williams recognizes her mother’s incredible faith. Mormonism carries her mother and the family through the cancer, but its teachings fail to satisfy Williams’ personal needs. Her mother acted as her connection to Mormonism, and without her there, Williams looks to other places for solace. Her mother lives her death in conjunction with Mormon tradition, which she tries to share with her daughter. Mormonism values the family unit as the central source for love and support, in times of serenity and times of need. The family also depends on the greater community for help. They exist within one another, tangled in a web of support looking after all members of the Church (James). Incidentally, her mother’s cancer is felt by the entire family. They are all sick; they all fight; they all have to accept death. In the final days, Williams notes that â€Å"touch is more important than ever† (220). She consciously holds her moth... ... Mormonism belonged to her mother, acting as the glue of the family. Alone, Williams seeks out new sources of comfort and hope. She hasn’t abandoned her religion; rather, she’s augmenting her faith. Her mother has given her the core values of Mormonism, modeling herself as an example of a pious woman. Her faith did not die with her mother. Rather, Williams confirms its presence in her life by testing its veracity against her needs. The Day of the Dead provides a tangible means of engaging her grief, fulfilling Williams’ needs at that time. In the Mexican tradition, mourners form paths of petals in the streets, leading to an altar in their homes. These makeshift paths lead their loved ones to return to their families (Salvador 75-76). In the final sentences of the book, Williams scatters marigold petals on the water’s surface, inviting her mother to return to her.

Marketing to the Bottom of the Pyramid Essay

Professor C. K. Prahalad’s seminal publication, The Fortune at the Bottom of the Pyramid, suggests an enormous market at the â€Å"bottom of the pyramid† (BOP)—a group of some 4 billion people who subsist on less than $2 a day. By some estimates, these â€Å"aspirational poor,† who make up three-fourths of the world’s population, represent $14 trillion in purchasing power, more than Germany, the United Kingdom, Italy, France, and Japan put together. Demographically, it is young and growing at 6 percent a year or more. Traditionally, the poor have not been considered an important market segment. â€Å"The poor can’t afford most products†; â€Å"they will not accept new technologies†; and â€Å"except for the most basic products, they have little or no use for most products sold to higher income market segments†Ã¢â‚¬â€these are some of the assumptions that have, until recently, caused most multinational firms to pay little or no attention to those at the bottom of the pyramid. Typical market analysis is limited to urban areas, thereby ignoring rural villages where, in markets like India, the majority of the population lives. However, as major markets become more competitive and in some cases saturated—with the resulting ever-thinning profit margins— marketing to the bottom of the pyramid may have real potential and be worthy of exploration. One researcher suggested that American and European businesses should go back and look at their own roots. Sears, Roebuck was created to serve the lower-income, sparsely settled rural market. Singer sewing machines fashioned a scheme to make consumption possible by allowing customers to pay $5 a month instead of $100 at once. The world’s largest company today, Walmart, was created to serve the lower-income market. Here are a few examples of multinational company efforts to overcome the challenges in marketing to the BOP. Designing products for the BOP is not about making cheap  stuff but about making technologically advanced products affordable. For example, one company was inspired to invent the Freeplay, a windup self-power–generating radio, when it learned that isolated, impoverished people in South Africa were not getting information about AIDS because they  had no electricity for radios and could not afford replacement batteries. BOP MARKETING REQUIRES ADVANCED TECHNOLOGY The BOP market has a need for advanced technology, but to  be usable, infrastructure support must often accompany the  technology. For example, ITC, a $2.6 billion a year Indian conglomerate, decided to create a network of PC kiosks in villages. For years, ITC conducted its business with farmers through a maze of intermediaries, from brokers to traders. The company wanted farmers to be able to connect directly to information sources to check ITC’s offer price for produce, as well as prices in the closest village market, in the state capital, and on the Chicago commodities exchange. With direct access to information, farmers got the best price for their product, hordes of  intermediaries were bypassed, and ITC gained a direct contact with the farmers, thus improving the efficiency of ITC’s soybean acquisition. To achieve this goal, it had to do much more than just distribute PCs. It had to provide equipment for managing power outages, solar panels for extra electricity, and a satellite-based telephone hookup, and it had to train farmers to use the PCs. Without these steps, the PCs would never have worked. The complex solution serves ITC very well. Now more  than 10,000 villages and more than 1 million farmers are covered by its system. ITC is able to pay more to farmers and at the same time cut its costs because it has dramatically reduced the inefficiencies in logistics. The vast market for cell phones among those at the BOP is  not for phones costing $200 or even $100 but for phones costing less than $50. Such a phone cannot simply be a cut-down version of an existing handset. It must be very reliable and have lots of battery capacity, as it will be used by people who do not have reliable access to electricity. Motorola went thorough four redesigns to develop a low-cost cell phone with  battery life as long as 500 hours for villagers without regular electricity and an extra-loud volume for use in noisy markets. Motorola’s low-cost phone, a no-frills cell phone priced at $40, has a standby time of two weeks and conforms to local languages and customs. The cell-phone manufacturer says it expects to sell 6 million cell phones in six months in markets including China, India, and  Turkey. BOP MARKETING REQUIRES CREATIVE FINANCING There is also demand for personal computers but again, at very low prices. To meet the needs of this market, Advanced Micro Devices markets a $185 Personal Internet communicator—a basic computer for developing countries—and a Taiwan Company offers a similar device costing just $100. For most products, demand is contingent on the customer  having sufficient purchasing power. Companies have to devise creative ways to assist those at the BOP to finance larger purchases. For example, Cemex, the world’s third-largest cement company, recognized an opportunity for profit by enabling  lower-income Mexicans to build their own homes. The company’s Patrimonio Hoy Programme, a combination builder’s â€Å"club† and financing plan that targets homeowners who make less than $5 a day, markets building kits using its premiumgrade cement. It recruited 510 promoters to persuade new customers to commit to building additions to their homes. The customers paid Cemex $11.50 a week and received building  materials every 10 weeks until the room was finished (about  70 weeks—customers were on their own for the actual building). Although poor, 99.6 percent of the 150,000 Patrimonio Hoy participants have paid their bills in full. Patrimonio Hoy at tracted 42,000 new customers and is expected to turn a $1.5 million profit next year. 8/27/10 2:14 PM Cases 3 Assessing Global Market Opportunities One customer, Diega Chavero, thought the scheme was a scam  when she first heard of it, but after eight years of being unable to save enough to expand the one-room home where her family of six lived, she was willing to try anything. Four years later, she has five bedrooms. â€Å"Now I have a palace.† Another deterrent to the development of small enterprises at the BOP is available sources of adequate financing for microdistributors and budding entrepreneurs. For years, those at the bottom of the pyramid needing loans in India had to depend on local moneylenders, at interest rates up to 500 percent a year. ICICI Bank, the second-largest banking institution in India, saw these people as a potential market and critical to its future. To convert them into customers in a cost-effective way, ICICI turned to village self-help groups. ICICI Bank met with microfinance-aid groups working with  the poor and decided to give them capital to start making small loans to the poor—at rates that run from 10 percent to 30 percent. This sounds usurious, but it is lower than the 10 percent daily rate that some Indian loan sharks charge. Each group was composed of 20 women who were taught about saving, borrowing, investing, and so on. Each woman contributes to a joint savings account with the other members, and based on the self-help group’s track record of savings, the bank then lends money to the group, which in turn lends money to its individual members. ICICI has developed 10,000 of these groups reaching 200,000 women. ICICI’s money has helped 1 million households get loans that average $120 to $140. The bank’s executive directory says the venture has been â€Å"very profitable.† ICICI is working with local communities and NGOs to enlarge its reach. BOP MARKETING REQUIRES EFFECTIVE DISTRIBUTION When Unilever saw that dozens of agencies were lending microcredit loans  funds to poor women all over India, it thought that these would-be microentrepreneurs needed businesses to run. Unilever realized it could not sell to the bottom of the pyramid unless it found low-cost ways to distribute its product, so it created a network of hundreds of thousands of Shakti Amma (â€Å"empowered mothers†) who sell Lever’s products in their villages through an Indian version of Tupperware parties. Start-up loans enabled the women to buy stocks of goods to sell to local villagers. In one case, a woman who received a small loan was able to repay her start-up loan and has not needed to take another one. She now sells regularly to about 50 homes and even serves as a miniwholesaler, stocking tiny shops in outlying villages a short bus ride from her own. She sells about 10,000 rupees ($230) of goods each month, keeps about $26 profit, and ploughs the rest back into new stock. While the $26 a month she earns is less than the average $40 monthly income in the area, she now has income, whereas before she had nothing. Today about 1,300 poor women are selling Unilever’s products in 50,000 villages in 12 states in India and account for about 15 percent of the company’s rural sales in those states. Overall, rural markets account for about 30 percent of the company’s revenue. In another example, Nguyen Van Hon operates a floating sundries distributorship along the Ke Sat River in Vietnam’s Mekong Delta—a maze of rivers and canals dotted with villages. His boat is filled with boxes containing small bars of Lifebuoy soap and  single-use sachets of Sunsilk shampoo and Omo laundry detergent, which he sells to riverside shopkeepers for as little as 2.5 cents each. At his first stop he makes deliveries to a half dozen small shops. He sells hundred of thousands of soap and shampoo packets a month, enough to earn about $125—five times his previous monthly salary as a junior Communist party official. â€Å"It’s a hard life, but its getting better.† Now, he â€Å"has enough to pay his daughter’s schools fees and soon . . . will have saved enough to buy  a bigger boat, so I can sell to more villages.† Because of aggressive efforts to reach remote parts of the country through an extensive network of more than 100,000 independent sales  representatives such as Hon, the Vietnam subsidiary of Unilever realized a 23 percent increase in sales last year to more than $300 million. BOP MARKETING REQUIRES AFFORDABLE PACKAGING As one observer noted, â€Å"the poor cannot be Walmartized.† Consumers in rich nations use money to stockpile convenience. We go to Sam’s Club, Costco, Kmart, and so on, to get bargain prices and the convenience of buying shampoos and paper towels by the case. Selling to the poor requires just the opposite approach. They do not have the cash to stockpile convenience, and they do not mind frequent trips to the village store. Products have to be made available locally and in affordable units; fully 60 percent of the value of all shampoo sold in India is in single-serve packets. Nestlà © is targeting China with a blitz of 29 new ice cream  brands, many selling for as little as 12 cents with take-home and multipack products ranging from 72 cents to $2.30. It also features products specially designed for local tastes and preferences of Chinese consumers, such as Nestlà © Snow Moji, a rice pastry filled with vanilla ice cream that resembles dim sum, and other ice cream flavors like red bean and green tea. The ice cream products are distributed through a group of small independent saleswomen, which the company aims to expand to 4,000 women  by next year. The project is expected to account for as much as 24 percent of the company’s total rural sales within the next few years. BOP MARKETING CREATES  HEALTH BENEFITS Albeit a promotion to sell products, marketing to BOP does help improve personal hygiene. The World Health Organization (WHO) estimates that diarrhea-related diseases kill 1.8 million people a year and noted that  better hand-washing habits—using soap—is one way to prevent their spread. In response to WHO urging, Hindustan Lever Company introduced a campaign called â€Å"Swasthya Chetna† or â€Å"Glowing Health,† which argues that even cleanlooking hands may carry dangerous germs, so use more soap. It began a concentrated effort to take this message into the tens of thousands of villages where the rural poor reside, often with little access to media. â€Å"Lifebuoy teams visit each village several times,† using a â€Å"Glo Germ† kit to show schoolchildren that soap-washed hands are cleaner. This program has reached â€Å"around 80 million rural folk,† and sales of Lifebuoy in small affordable sizes have risen sharply. The small bar has become the brand’s top seller.

Education System in Desperate need of Change Essay

Sir William Haley once said, â€Å"Education would be so much more effective if its purpose were to ensure that by the time they leave school every boy and girl should know how much they don’t know, and be imbued with a lifelong desire to know it†. If students were guaranteed to leave school with knowing of what they don’t know and the desire to continue learning, the method of learning will be correct. Today’s education system does not give students the opportunity to enjoy what they are learning. The banking method, where students are empty vessels which educators must deposit knowledge into, deprives them of creativity and the desire to learn. No child is given the chance to shine and be unique. Students today are simply being placed on a conveyer belt, sorted, and then labeled according to their so called intelligence. We need an education system that provides a slower learning method, a method where you focus on what is being learned instead of zipping through it, and the freedom to make mistakes as this will electrify and stimulate students to fulfill their potential. We must recognize students as individuals and keep in mind their diverse backgrounds. In â€Å"Lives on the Boundary,† Rose states, â€Å"The canon has intended to push to the margins much of the literature of our nation: from American Indian songs and chants to immigrant fiction to working-class narratives† (100). The messages that are received from the text are crucial. The students need to be able to relate to what they have before them. One of the problems with today’s education system is we are given material to read, memorize, and expected to repeat it back at the snap of a finger. But without the ability to relate and connect with the material, the learning doesn’t take place. Everything that is read or being said is just going through one ear and out the other. By adding relatable texts, you add life to learning. In â€Å"Learning in the Key of Life,† Jon Spayde states, â€Å"people cannot learn what they do not love† (69). When students are reading or learning about a subject they love, they are inspired and motivated to learn more. This alone can benefit the learning process for students. It becomes much easier to grasp concepts learned in class. Today’s education system does not allow all students to thrive in their own way. It is fast paced with limited space for creativeness. We are given large amounts of information at a time and attempt to move as quickly as possible through all that we can. There is never â€Å"time† to stay longer on a topic. The instructors try their hardest to keep the pace, but this way of teaching does not benefit any student. In â€Å"Learning in the Key of Life†, Jon Spayde states, â€Å"†¦we are focusing far too much of our energy and resources on fast knowledge, ignoring all the richness and meaning slow knowledge adds to our lives† (68). When the focus is on just getting through the material, we are skipping over the value and richness of slow knowledge. Instead of zipping through a lesson because it needs to be done by a certain day to move onto the next, the focus needs to be on what is being learned than making a time requirement. Spayde also states, â€Å"You can figure out what you can do pretty quickly, but the ethical understanding of what you ought to do comes slowly†. We need to adopt the slow learning method, without it we are missing out on more than we think. There is so much more to learning than getting through the material, the purpose of it is to benefit and gain from it. With slow knowledge we will achieve this. One of the most important changes that needs to be done is the view on mistakes. In the article, â€Å"How to Make Mistakes,† Dennett states, â€Å"Mistakes are not just golden opportunities for learning; they are, in an important sense, the only opportunity for learning something truly new†. When fear is being put into a student to never make a mistake, their education is stunted. They lose the ability to explore and take the chance of being wrong because they are repeatedly punished for being incorrect. When a mistake is made, students will learn where they went wrong and will then grow from it. The key to progress is making mistakes. The reason we are in school is to learn, but with this opportunity taken away from students their ability to learn is ripped from their grasp. Daniel C. Dennett also states, â€Å"You should seek out opportunities to make grand mistakes, just so you can then recover from them†. Instead of using all of their energy to attempt to be perfect and run from being inaccurate, every student should look for every opportunity to be wrong. Without errors, the students can not accomplish much. If you look at Todays’ education system is in desperate need of change. No student is given the opportunity to show what they are fully capable of. Instead they are told what they can do. They are simply labeled and placed where they â€Å"should be†. But when students begin to pursue their mistakes and soak in the richness of slow knowledge, they will begin to truly learn. Maria Montessori once said, â€Å"If education is always to be conceived along the same antiquated lines of a mere transmission of knowledge, there is little to be hoped from it in the bettering of man’s future. For what is the use of transmitting knowledge if the individual’s total development lags behind? †. If many students are having difficulty learning in the method we have created ages ago, why not change it? The time is now and there is no time to waste. We must refocus this outdated system to insure that the students will have a secure future and keep the standard of living that we have today.