An Investigation into the Portrayal or Truth Within the Documentary Gen

As documentary by its very nature introduces itself as factual, concerns exist as to where the boundary between the truth of subject and the fiction produced by its creator emerges. As anything that has been edited has by definition removed certain aspects and enhanced others, there must be at best an innocent naturally occurring bias formed from individual perception, and at worst purposefully manipulated misinformation. Through researching various sources, I intend to discover the difference (if any) between these two methods making factually based programmes, to determine any variables that lie in the ‘grey area’ between the two extremes, and to ascertain the diverse forms of conduct in which truth (and in turn documentary) can be presented to an audience, and to what effect? This report aims to make light of certain elements of documentary making that are perhaps more susceptible to influence on the director’s part, and once again explore the effect of these decisions on the audience’s reaction to the information presented. Corner, J. ed., 1986. Documentary and the mass media. Suffolk: Richard Clay ltd This book contains, amongst other things, an insightful account into the foundations of documentary, in particular its British base and its early days via the medium of radio. It features quotations and journal extracts, as well as interviews with some of the prominent figures of early documentary programming during the first half of the 20th century, before leading into the mass observation experiments beginning in the late 30’s. The book describes the documentary format’s departure from its BBC London base under the guidance of Hilda Matheson and Charles Siepmann, who relocated their mobile recording units to what was kn... ... a documentary film by definition must include visuals, but Ames aspires to explain how an emphasis on certain imagery can be used to persuade as well as inform. Works Cited Corner, J. ed., 1986. Documentary and the mass media. Suffolk: Richard Clay ltd Davies, N. 2008. Flat Earth News. London: Random House Publishing Control Room, 2004. [Film] Directed by Jehane Noujaim. Iraq: World Cinema ltd. Waltz with Bashir, 2008. [Film] Directed by Ari Folman. Israel: Artificial eye. Tompkins, C., 2009. The paradoxical effect of the documentary in Walter Salles’s â€Å"Central do Brasil†. Studies in 20th & 21st Century Literature 33 no1 p9-27 Zeitgeist, 2007. [Film] Directed by Peter Joseph. USA: Released via Internet. Available at http://www.zeitgeistmovie.com. [accessed 14/03/2010] Ames, E,. 2009 Herzog, Landscape and Documentary. Cinema Journal v. 48 no. 2 p46-69.

The Joy Luck Club Essay -- Papers Amy Tan Essays

The Joy Luck Club 1. From the film The Joy Luck Club, Chinese girls were supposed to act obedient and respectful to their parents and elders. This included the girls having to abide by each and every Chinese tradition that their parents instilled in them. Girls were also expected to be quiet and considerate to their parents and elders. They were only supposed to speak when spoken to at all times. Acting out against anything their parents enforced upon them was completely unacceptable. 2. Much like to their parents and elders, Chinese girls were supposed to be quiet and obedient to their husbands and mothers-in-law. Girls were supposed to respect, and not openly question the decisions that were made in the household. These women were taught to always ask what the husband wants and to ignore their own wants and needs. Chinese wives were there mainly to provide the mother-in-law with grandsons. 3. Chinese victims of rape were treated with complete disrespect and disbelief. As with the one mother in The Joy Luck Club, she was kicked away by her own family for making such a claim. These rape victims were seen as disrespectful to their families and themselves. One social consequence of claiming rape is that their families shun the women and force them to leave their homes. Secondly, the community shuns them as well. As with the woman in the film, she was denied work and abandoned by her neighbors. She was eventually forced to marry her assailant in order to save her child. 4. One of the main psychological consequences of having the system of many wives and concubines is that not only the husband, but also wives have complete power over each other as in a hierarchical system. As in the film, the secon... ... did not afford her these things, Lindo is being very cautious, often critical, of her daughter and the choices that she has. 10. The daughters in this film struggled with traditional sex roles mainly due to the influence of their mothers. In many cases, the mothers tried desperately hard to encourage their daughters to have power over their lives, be successful, and have a strong self-esteem. This over-encouragement to lead a life that they could not, led many of the daughters to feel inferior because they could not live up to their mother's expectations. In some cases, this led to the daughters getting involved in relationships in which they relied on their husbands for power and support. So in essence, it was their mothers' extremely high hopes for their daughters that led them to feeling inferior as women when these hopes could not be fulfilled.

The Booker Prize

The Booker Prize award is considered to be one of the most prestigious recognition of the literary world and it represents one of the most important international rewards for any writer, ne it a famous or a little known one. As any award of its king, it stands as a full acknowledgement of the efforts and endeavors of writers from different periods of time. Despite the fact that it does not have the same international impact as the Nobel Prize for literature, it is viewed as a major asset in the writing career of its winners.However, it can be argued that the contribution of the award is two folded, as there are both advantages and disadvantages for winning the prize. Still, it is rather hard to determine the extent to which one of these two elements prevails. It may be that in the career of an already famous writer the role such a prize plays be rather limited as most often this award is solely a different acknowledgement of the literary merits in a series of awards. On the other han d, for emerging new literary talents or for little known fiction authors, it plays a significant role.This is why, in order to have a better comprehension of the influence the Booker Prize has and the power of the award in itself, first and foremost it is important to take into account the history of the Prize and the tendencies it followed. Secondly, the actual advantages and disadvantages of the prize cannot be determined in general terms, but must be focused on particular examples. In this sense, the present paper aims at discussing â€Å"Vernon God Little† and â€Å"The Inheritance of Loss†, two of the novels which captured this award in 2003 and 2006 respectively.In this context, a coherent analysis can be made in relation to their state prior to winning the award and afterwards. Finally, some conclusions can be drawn which may shed some light on the possible advantages and disadvantages of awarding little known authors the Prize, through the experience of the two writers. History and tendencies of the Booker Prize The Booker Prize or the Man Booker Prize at it is known since 2002 was fist established in 1968 and â€Å"aims to reward the best novel of the year written by a citizen of the Commonwealth or the Republic of Ireland† (The Booker Prize Foundation, 2008).Through a process of astute selection, authors in the English speaking world are rewarded for their literary efforts in the area of fictional work and are given the possibility to claim worldwide recognition. The Prize was established by the Booker Company â€Å"but administered since 1971 by the charitable concern the Book Trust (formerly the National Book League), the Prize, first awarded to P. H. Newby (Something to Answer For) in 1969, soon grew into one of Britain's most recognizable cultural institutions† (Huggan, 2001, 107).From this point of view, the prize in itself is therefore viewed as one of the most important literary acclaims of the world. The early star t of the award was directly related to the historical evolutions taking place especially in the Commonwealth but also throughout the world. The end of the 1960s represented not only a time of an increased literary activity but also a time of great political turmoil. In this sense, the decolonization proves was an important factor in outlining not only the national relations inside the former colonies, but also in determining the future contacts with the former colonial powers.The issue of colonialism was raised quite often throughout the history of the Prize, taking into account the fact that the company which organizes and sponsors the yearly event was well known for its sugar plantations in areas such as the West Indies. In this sense, there were certain controversies which arose throughout the years in relation to this matter. In one occasion, in 1972 the winner of the Prize, John Berger, declared that he would support the black extremist movement, the â€Å"Black Panther† in defiance of what he labeled as being a colonial rule on the territory (The Book Prize Foundation, 2007).Therefore, it was important especially for Great Britain to undergo all sorts of programs that would allow it to maintain a good and strong relation with its former colonies. In this sense, the Prize represented a connection between the artistic environments of different countries from the Commonwealth, Ireland, or South Africa. It was yet another element that placed these countries together and defined their common cultural heritage from the past.Therefore, it can be argued that, aside from its literary value, the Prize played a particular role in forging and rewarding the essence of culture and literature in particular from the Commonwealth countries. Despite constant controversy and discussions over the merits and awards given along the years, there have been some important names which have claimed the award, and at the same time, there were impressive newcomers which burst on the literary scene after winning the award. The first winner of the prize was in 1969 P H Newby for â€Å"Something to answer for†.Taking into account the fact that it was the first edition of the awards, it raised without a doubt certain controversies. This was largely due to the fact that the winner was known beforehand and it was considered that a free competition and fairness had not yet been set in place. Still, the author remains in the annals of the Booker Prize as the first winner of the award. There are resounding names which have claimed this literary recognition. Among them, William Golding in 1980 for Rites of Passage, in 1982 Thomas Keneally for Schindler’s Ark, or 1989’s Kazuo Ishiguro's Remains of the Day.All these authors and many more considered the prize as being an important asset in their literary careers and remain to this day reference points of the English speaking literature. However, there are little known writers who claimed the pri ze and soon after, emerged as rising stars of the literary world. Some of the names include 1985 winner Keri Hulme with The Bone People. The winner was on his first novel which, following the prize, came to experience incredible success (The Booker Foundation, 2007).Throughout the history of the prize, there has been a lot of controversy regarding the system of awarding the prize, and even the ceremony in itself. However, as the years went by, the format of the prizes, including the actual event in which the prize was given would adapt to the rigors of an emerging global entertainment society. More precisely, if in the beginning the event did not enjoy the spotlight in the literary and television society, in 1976, â€Å"Melvyn Bragg presented the first ever TV broadcast of the Booker Prize, live on BBC2† (The Booker Foundation, 2007).This came to be an acknowledgement of the importance the prize came to have in the literary world and in the English society as well. At the sam e time however, due to the fact that the artistic part of the awarding ceremony became more and more important for the audience and the media coverage the event started to receive, the controversies surrounding the event took an ascending trend. In this sense, â€Å"many have accused the prize committee of catering to either the needs of otherwise unknown authors in the right place at the right time or to the same few authors each year.Political agendas and profit motives have also received much attention in recent years, further fuelling the controversy surrounding the prize† (Jacobson, 1997). From this point of view, one can argue that the controversies surrounding the prize have in most occasions shifted the focus from the literary event it was meant to be in the beginning to a marketing occasion it is now considered to be. The tendency nowadays is rather hard to determine due to the different points of view shared by analysts.In this sense, while the organizers and part o f the media considers it to be â€Å"the world's most important literary award and has the power to transform the fortunes of authors and even publishers† (The Booker Prize Foundation, 2007), others view it as â€Å"an enormously successful marketing vehicle for nominated authors and their publishers alike† (Jacobson, 1997). Yet, for some of the winners, these two perspectives can find a worthy combination which can acknowledge the quality of their work and promote the sale of their books at the same time. The Booker Prize: young writers and first time novelistsOne of the most important aspects of the Booker Prize is given by the possible impact it has on the actual winners. While there is little discussion on the advantages well known authors draw from winning the prestigious prize, a more relevant discussion would be on the effects it has on first time novelists who are awarded the prize. In this context, the effects can be seen more in the careers of first time nove lists due to the fact that it represents the first recognition of their work and therefore its impact can be better assessed. Indeed, the biggest impact the prize has is on the author who actually wins the award.In this sense, D B C Pierre won the award in 2003 with â€Å"Vernon God Little†. His won of the prize is considered to be one of the most interesting surprises of the event. According to the most reviews at the time, the writer was considered to be an underdog in comparison to his rivals, as â€Å"It beat a shortlist including the first novel by Monica Ali, Brick Lane, which was the bookmakers' favorite and has been the biggest seller in the shops, and Oryx and Crake by Margaret Atwood, the only established author to make it to the final round of judging† (Jury, 2003).From this first perspective, it can be seen the fact that in the judging process the focus of the jury tried to be on first time novelists as well as on established ones. This approach tends to gi ve certain equilibrium to the awarding process and to take into account a wide variety of literary submissions. The choice of the jury at the time was unanimous; therefore there was little doubt on the potential winner. The unity of the choice was considered to be justified due to the important message the text tried to convey.The story of a young teenager from Texas whose life evolves as he tries to face up the challenges of poverty, violence, and family misery was impressive for the panel of the judges who claimed that the book is a â€Å"coruscating black comedy reflecting our alarm but also our fascination with modern America† (Jury, 2003). Indeed the emotional touch on the novel came from the author’s own personal experience as a drug addict in search for his own identity and individual recognition of the self.There are certain objective elements which drew the attention on the novel itself. Firstly, there was indeed the personal affection of the author which tran sformed the book into an impressionable work. Secondly, there was the subject which dealt with a serious issue affecting America at the time. High school shootings and violence among teenagers were considered, and still are viewed as being an essential challenge facing the society due to the questions it actually raises on the values driving the society forward.In this sense, critics considered that â€Å"†the storyline for this book is one that you would as much see played out today on the six o'clock news as read in a novel and has for this reason struck a chord with book lovers† (Jury, 2003). Therefore, the actuality of the story combined with the drama of the personal history of the author made the novel receive the most acclaimed British literary award. The reviews were however split following the award ceremony as not everybody considered such a literary work to be worthy of the prestige of this prize.In this sense, â€Å"picking up on Finlay's notorious past, Th e Daily Telegraph described his win as â€Å"highly embarrassing† for the prize's organizers and sponsor, the Man group. The Guardian called him the â€Å"oddest and most controversial character† to have won the award, while The Independent's literary editor, Boyd Tonkin, said he was a â€Å"novelist whose background makes the antics of most young writers look tame in the extreme† (The Sydney Morning Herald, 2003). Therefore, the cutting edge of the novel was not fully appreciated by traditional literary reviews who considered it to be a choice too daring for the conservatory nature of the award.However, despite the criticism that surfaced after the award ceremony, another element was introduced in the justification for rewarding Finlay’s artistic effort with the prize. Therefore, it was considered that taking into account such a novel and the fact that the winner was in fact a debutant on the literary scene, the focus of the Booker Prize may have shifted from the well acclaimed authors to the ones that have not been top of the selling lists. In this way, the Booker Prize Foundation would engage itself in an endeavor meant at promoting the new talents and at reintroducing young literature to the public.Another important presence on the list of the winners of the Booker Prize is the 2006 jury’s choice in the person of Kiran Desai and her novel â€Å"The Inheritance of Loss†. At 35, she was the youngest female writer to receive the award and this element, along with the quality of her work, attracted the attention of both the jury and the public worldwide. She contested the prize with other five writers, including her mother who had been nominated before for the award, yet never won it (BBC, 2006).Among the other writers from the short list, there were authors with more experience and with more public consideration such as Sarah Waters or Kate Greenville. Still, she became the youngest winner of the award. This was due i n part to the new attempt of the Booker Prize Foundation to try to promote new talents and in part to the emotional story Desai’s novel portrayed, a story of â€Å"globalisation, multiculturalism, inequality and the different forms of love† (Pryor, 2006).From the perspective of Finlay’s experience with the Booker Prize as well as Kiran Desai’s, it can be said that there are both advantages and disadvantages in winning the award. Firstly, one of the most important advantages of the award is the financial aspect. On being awarded the prize, the winner receives ? 50,000 and the tacit commitment of the Foundation to continuously promote the novel. In the case of Finlay’s personal history, in the conditions in which he lived a life of poverty following the loss of his family fortune, the financial aspect can be seen as being of considerable importance (Greer, 2003).Secondly, another advantage of young or debutant writers receiving this prestigious award is the wide recognitions they receive following the ceremony. Before the award, Finlay was far from being an award winning character. His life of drugs, alcohol, and misery would not have presented himself as a possible valuable mind for the literary world. Even more, his past has often been invoked as being unworthy of a Booker Prize winner. Yet, after the recognition he received from the Booker Foundation, many of his critics turned to admit his literary merits in presenting a new face of everyday life in America.In this way, aside from the fact that he managed to draw the attention on the misery and distress affecting local societies in America, he also succeeded in underlining the effects of an abuse led life. Similarly, in Desai’s situation, the award represented both a personal recognition of her young talent, as well as a proof of the the attention the issues addressed by her book received following the award. In this sense, â€Å"the judges hailed â€Å"The Inherit ance of Loss† as a magnificent novel of humane breadth and wisdom, comic tenderness and powerful political acuteness† (BBC, 2006).Thus, another advantage of the award received by a young talent is the fact that by recognizing the value of the book, the jury also acknowledges both the new perspective given to certain elements such as cross culture issues and, at the same time, underlines the importance of the issues under discussion for the contemporary society. Probably one of the most important advantages young winners and first time novelists benefit from is the increase in sales of their books. Most winners received not only wide acclaim from the critics, but also from the public.For instance, â€Å"the 1978 winner, Iris Murdoch's ‘The Sea, The Sea’ (†¦) has a rate of continuing popularity which almost all of today's authors would give their eye teeth to equal† (Ezard, 2004). Therefore, most authors du find fame and fortune following the award winner status. Kiran Desai ensured the Penguin fiction division a rise in sales of two percent immediately after winning the Booker Prize award. Thus, the success of her book was also viewed in the choice of the readers. Still, one of the most important elements which drew the attention of the public was precisely the label of Booker Prize winner.Similarly, Fanley’s story was proposed for a film adaptation as a result of the critics’ acclaim (The Sydney Morning Herald, 2004). Hence, each in his or hers own way managed to reach success as a result of the Booker Prize. Aside from the various, especially financial advantages, there are also considerable disadvantages of the Prize being given to young or first time novelists. One of the most important however is the eventual commercialization of the literary content in an attempt to win the prestigious prize.In this sense, â€Å"because of the marketing potential and the industry-renowned judges, the Booker Prize now is a very high stakes award. Authors, in turn, have more reason to tailor their work to the expectations of the Booker arbiters† (Jacobson, 1997). As a result, the quality of the works may decrease in the attempt to write attractive novels for the judges in the panel rather for the public. Hence, the prize has come to be a goal in itself, rather than an actual recognition. Young artists and first time novelists tend to fall in this trap most often due to the lack of experience and a limited identification of their own personal style.Moreover, due to the increased media attention on the prize, the entire process becomes more focused on the financial aspect, rather than on the artistic value of the recognition in itself. It is considered thus that â€Å"all in all, there can be little doubt that the Booker, more than any other literary prize in recent history, has blazed a trail in the commercialization of English-language literature† (Huggan, 2001). Overall, it can be said that the Booker Prize has had an important influence on its winners, but also on the new tendencies it rewards through the acknowledgement of certain artists.However, another true element is the fact that the commercialization of the entire process has led to the dilution of the value of such a prize. This is why it is important that the Booker Prize award new talents or even little known artists, without regard to their personal or ethnical background because it would prove that the most important element the Booker Prize takes into account is talent and literary achievement, rather than fame and public notoriety. Bibliography BBC. â€Å"Kiran Desai claims Booker title†. BBC News. 2006. 6 January 2008 Desai,Kiran.The Inheritance of Loss. New York: Atlantic Monthly Press, 2005. Ezard, John. â€Å"Booker prize's long-term fame lottery†. The Guardian. 2004. 6 January 2008 Greer, W. R. Book Review – Vernon God Little by DBC Pierre. 2003. 6 January 2008 Huggan, G raham. The Postcolonial Exotic: Marketing the Margins. Routledge. : New York, 2001. Jacobson, Warren. The Booker Prize. 1997. 6 January 2008 Jury, Louise. â€Å"Debut novelist defies odds to win Booker prize†.The Independent. 2003. 6 January 2008 Pierre, D. B. C. Vernon God Little. London: Faber and Faber, 2005. Pryor, Fiona. â€Å"Review: The Inheritance of Loss†. BBC News. 2006. 6 January 2008 The Booker Prize Foundation. About the prize. 2007. 6 January 2008 The Booker Prize Foundation. Hitting the headlines. 2007. 6 January 2008 The Booker Prize Foundation. The Booker Prize. 2008. 6 January 2008

Creating a New Brand in a Competitive Environment

EXECUTIVE SUMMARY The purpose of this document is to show how the marketing has changed to adapt to the modern world, and international companies work to offer the best services and product, competing with other firms. Some Marketing tools have varied depending on the approach; this is why some companies prefer to use a disparity of elements to attract customers and retain them, offering some added value. In the research it is possible to find different theories applied to real examples, and taking companies such as Diageo, Louis Vuitton Moet Hennesy (LVMH), and SABMiller like an example, to introduce a new product in an unexplored segment.Beginning with a short background explaining how the main company works, their star product and direct and indirect competitors. Also, it has discussed about the challenges that this companies have been facing and how they solve these issues, implementing some strategies. The Swot will be explained more in detail, which is important to know the int ernal and external forces, are influence the company stability. The differentiation is also important, because this gives to the company uniqueness, originality and authenticity part that consumers see it like added value.After an intensive study, the recommendations to launch a successful product are made to implement in a new market, avoiding imitations and confusion in customers, due to the huge range of competitions in the same sector. Diageo is always caring about their customers; they support campaigns to avoid underage drinkers. INDEX Page Introduction3 1. Case Background 4 2. Key Findings 5 2. 1. What is the real challenge that Guinness faces at the market? 5 2. 2. More than a want 5 2. 3. A big competition5 2. 4. Marketing Channels 6 2. 5. Finding main challenges in the competition6 . 6. Segmenting Markets7 2. 7. SWOT7 2. 8. Designing a marketing plan8 2. 8. 1. Opportunities in the UK market 8 2. 8. 2. Target Market 9 2. 8. 3. The New 4 P’s 9 2. 9. Creating Brand val ue 10 2. 10. Branding 11 2. 11. Differentiation strategies 11 Recommendations 12 Conclusions 13 Appendix Bibliography INTRODUCTION The main purpose of this assignment, it is to explore different marketing approaches in current markets, apply a disparity of theories studied at class and expose perspectives from both sides in the market, consumers-companies.In general, this project will focus in how to launch a product in a competitive market, where the beer will be the main competitor. Introducing companies such as Diageo, which has a short trajectory but its brands a long heritage history, Louis Vuitton Moet and Hennesy is recognizing for their luxury products; and SABMiller, the variety is the strong part. 1. CASE BACKGROUND Diageo is one of the market leaders in premium beverages companies; they provide a huge range of alcoholic drinks, for example, spirits, beers and wines.They include brands such as Johnnie Walker, Crown Royal, J&B and among many other. Besides this, it is possi ble to find this company in roughly 180 markets, employing more than 25. 000 people with 80 offices. Its company structures and orientation is classified in Geographic, this is why Diageo desires sell the right product to the right customer, and therefore certain products are selling according to the demand of each country. In UK, Guinness is the most popular beer in Bars and Pubs, and it is not only its taste, is also the way to communicate the correct message, which I will discuss in more detail.Apart from this, it has been rated one the top tasting beers around Great Britain. Additionally, having a long heritage makes this brand stronger and trustworthy for drinking people. However, positioned companies, like Louis Vuitton Moet Hennesy (LVMH) and SABMiller, do not facilitate its distribution and selling, so to differentiate each company has worked in the strategic marketing plans, taking into account that LVMH is the indirect competitor in the alcoholic beverages market. 2. KEY F INDINGS 3. 1. What is the real challenge that Guinness faces at the market?A long heritage brand could be difficult to revitalize in a modern and competitive market, due to a huge range of brands trying to imitate the taste and the shape, but how does Guinness keep being recognized by people all of ages without losing their well-know brand and their main features? This question is one of the big challenges that Diageo currently faces. 3. 2. More than a want Historically, beers have been the drinks for people who want to enjoy and celebrate any moment, making them special and unforgettable, and these facts make beer more than a want, a demand which is covered for a lot of companies around the world.Nowadays, the Guinness Brand has become more popular and desirable for everyone, because Diageo just do not want to reflect a beer, but also an entire history of a community that has grown with it. 3. 3. A big competition In this days and age, the competition in this sector has increased, which make more difficult the inclusion of new product. There are more than 40. 000 companies’ worldwide, offering different alcoholic beverages, new contrast, and new messages. According to Euromonitor International (2011), in the UK despite of crises, unemployment and economic downturn, Guinness is still the most popular beer.Nevertheless, in this industry firms such as LVMH and SABMiller, keep doing very well and creating a diverse way to differentiate from the competition. 3. 4. Marketing channels in Guinness compared with SABMiller and LVMH Guinness SABMiller LVMH| Communication | Distribution | Service | As it has been mentioned in the previous table the different method to keep in touch with their consumers and, even better, attracting new ones, is the only way to differentiate between the competitions.Guinness’ authenticity and originality tries to parley the moment drinking beer, into joining these special moments into all their history. However, while Diageo tries to keep in the traditional way, SABMiller is gaining the younger market and LVMH is taking advantage of the weakness in Diageo, and forgetting that luxury wines and spirits are a strong part of their competition. 3. 5. Finding Main Challenges in the Competition As a Global Firm, the role of SABMiller has some challenges that still face nowadays. Their main issue is competing with local brands and the inclusion of new global brands.As a result they always keep practicing their main strategies, in which Nick Fell (2011), SABMiller’s Marketing Director, mention that â€Å"we believe is key to sustaining our competitive edge. Our ability to nurture and grow brands that consumers want is one of our most important business assets†. Meanwhile, LVMH is a luxury brand company which always wants to offer the best quality in a high price. Despite the financial crisis in the last years in Europe, LVMH has grown in the previous years (Lucy Shaw, 2012), this appears to show th at the strategies to keep the high prices in the offering luxury products, have worked.Beyond price and luxury products, brand trust is also important (Kapferer, 2012), because it provides more certainty. They are taking advantage of their brand creating value for consumers. Nevertheless, at the same time, LVMH are forgetting a big part of the market; the youngster. Due to high prices and long heritage history, the products just have covered a small part of the market; as a result Louis Vuitton Moet and Hennesy are making the same mistakes that Guinness made. Taking into account the previous examples, the diffusion of innovation theory (Rogers, 1962, cited in Kotler & Keller, 2011, p. 84) describes five types of consumers, 1) Innovators, 2) Early adopters, 3) Early majority, 4) Late majority, and 5) Laggards, the last category just refers to 16% of people who still buy the same product for a long time, and they believe and trust in the brand; consequently, these companies are coveri ng roughly less than 20% of the market. 3. 6. Segmenting Markets Regarding market segmentation each company and brand identifies a group of customer with similar needs or wants to satisfy. All different companies have different approaches, taking SABMiller for example, which is segmented geographically depending on the country region.In that way they can operate closer to their customers, develop some programs or activities to compete with local stores and concentrate in reacting in any variations of their business competitor. Either way, the grassroots marketing(REF) is a good strategy to implement, when it has been considering including a large part of the market. In addition, it is important to mention that the aforementioned company has an approach in business to business, which it also works as a channel distribution.As well as SABMiller, Diageo uses the same global segmentation strategy in local markets, but simultaneously splitting the market demographically in accordance wit h gender and age. In this case, Guinness has been segmented by age and behavior, which belongs to age group in 20 to 35, and people who want to enjoy a moment, taking some time, and relax without worries. Having discussed SABMiller and Guinness segmentation strategies, it could expose the LVMH segmentation strategies. Spirits and wines sold by LVMH have been segmented demographically, which includes income and social status, people who want to feel sophisticated in a luxury market. . 7. SWOT (Strengths, weaknesses, opportunities, threats) Strengths * Strong structural companies, powerful brand extensions and long heritage history. Diageo has all the variables to succeed in a market where it already has launched some products. It also has a long history with brands such as Guinness, Johnnie Walker or Buchannan. Even when the company is relatively new, it has more than 80 offices around the world, this would indicate huge market knowledge. Weaknesses * Venture in a completely new segm ent. This could be a huge growth opportunity but, if it the new brand fails, the reputation of the other brands can be affected.Opportunities * Low competitions in a new market. The UK is famous for its beer, some whiskeys and cider, but all of them focus on men, regardless the female of what wants and demands are. The growth of women markets is a chance to venture in a new segment. Threats * Big companies and big brands. The hard competition in well-known brands and the ease of imitations can become a threat to the beer product in the UK. Coupled with this, is the entry of this substitute’s products (Porter, 1985, cited in Ranchhod and Gurau, 2007), like cider (Bulmers, SABMiller) or wines (LVMH), which are located in the top percentage of drinks aimed towards women. . 8. Designing a Marketing Plan As said by Kotler and Keller (2011), a marketing plan has two levels: Strategic and tactical, which include target market, value proposition and product strategy respectively. 3. 9. 1. Opportunities in the UK market According to Alcohol Concern (2008), approximately 90% of British women drink at least once per week, while men drink 21 units of alcohol per week, women drink 14 units. These facts make the female segment a strong one, to penetrate this forgotten sector.So, due to this huge demand in the alcoholic beverage market and thinking in the female sector, Diageo has taken the initiative to launch a special product for women and their wants and demands. Besides, studying this segment, it has found that the competition offering beer for women is really low. In the graph below, it shows the amount in units drinking of each gender: Fig 1. Office for National Statistics (2005) Units per week [Medium] [Online] Available at http://www. alcoholconcern. org. uk/assets/files/Publications/Women%20factsheet. df (Accessed: 22 February 2013) Following this short but essential research, it is promising to say that the women are an unexplored market, where companies li ke Diageo have a great opportunity to venture in this segment. 3. 9. 2. Target Market Diageo brands have a long heritage history with strengths make easy to get into unknown segment, and consequently reaching a position in the alcoholic drinks market. Diageo realizes this area of the market occupied by women market is an ideal segment to launch a product, which caters to their wants and demands.This product is addressed to young professional women, who just want to enjoy life in any given moment, regardless of worries. So, FEM-Ale is targeted to young women, who are aged between 21 to 35 years old, and women just want to relax after a long hard day at work. To be more specific, it will target the market according to the income of women, the hourly pay rates are between 6 and 10 pounds per week (BBC, 2012). 3. 9. 3. The New 4 P’s (Marketing Mix) It has been mentioned that the old marketing has changed, and not all the tools are still used to develop attracting strategies.This is because of people behavioral change and also the world has been affected by some forces such as globalization, consumerism and commercial agreement involving governments. One of the first authors that mention the marketing-mix tools was McCarthy (1960), who determined different activities of marketing: Product, price, place and promotion. However, in this contemporary world it is necessary to look at some changes as to the effectiveness of this tool, which encompasses market communications, value and other variables that make the outcome more productive.Trying to adapt the modern world to traditional tools, authors like Piercy (2012) and Kotler and Keller (2011) have tried to establish the new four Ps. Kotler believed that the new 4 elements of the marketing mix should be: people, processes, programs and performance, taking into account that these components are more closely identifiable to the real needs in a company. Meanwhile, Piercy highlighted that the tools do not need to c hange at all but give them a different approach, for instance: the roduct and pricing policies ought to be focused in value offering, while place and promotion should be used like marketing tools. To describe the strategies used by Fem-Ale, Piercy is the author chosen to explain each one. The Value Offering To begin with Product Policy, there are a lot of variables that can affect the offering by the brand and they will be described as part of the product strategy: * Brand name: the name of the beer, want to show the rude side of boys but the female and delicacy of girls, Fem-Ale. Product variety: currently Diageo has a lot of brands that could be used by them to show the same reliability and trustfulness, for instance, at the beginning the beer will be an original sweet flavor and depending on the product placement will launch a disparity of flavors and varieties. Comparing the product diversity with SABMiller, the direct competitor, they have more than 80 options and flavors, whic h some of them are targeted at women, such as Redd’s beer, a brand which was launched successfully in Colombia and the UK (Fernandez, 2008), without success; with only the Colombian market showing success. Design and packaging: Kotler (2011) has mentioned packaging like the fifth P. It is really important because is the first contact with the customer; it is a moment of truth, in which the marketer may know if this product strategy works. The beer will come in two different packages: a can and bottle, with a pink-black color label, which describes the name, because in line with Madden, Hewwet, and Roth (2000, cited in Dibb, 2006), colors are a good strategy to attract consumers and communicate what they truly expect, do not attract teenagers market to confuse them, due to the huge problem that the UK have with underage drinkers.Establish pricing strategies is also important, because this is where the company can expect to gain a good profit. Fem-ale beer is a product for any women with a special flavor and taste tailor to their specifications, Fem-ale beer is also aimed towards any women who want to relax. That is why Diageo should keep the same price as other brand extension in the same sector. This would be a competitive price. Marketing tools Places or Distributions are all the channels to sell, deliver and offer the product. Initially, Fem-Ale would start offering some samples in pubs and retail stores.At the beginning, the coverage will be small towns close to London, because it is an easy way to introduce a new product, where people are more flexible and depending on people’s acceptance, it will be introduced to other towns. The last elements are promotional strategies or marketing communications. These are a method to introduce the product to the consumers, inviting them to try the innovations, attracting through services and promotions, and retaining loyalty customer offering some value. Within marketing communications strategies will be a web-site, describing recipes of dishes or cocktails that could accompany the new brew.As well as this some events and concerts would be sponsor by FEM-ale, a big campaign showing why this beer will satisfy the women’s wants, and using Guinness’ well-known brand, to incite trust and confidence to people who are already committed to the long heritage history of Guinness, and by means of co-branding (REF) like a promotional strategy. 3. 9. Creating Brand value It is good to show that not just young women may be sexy, self-sufficient and do not depend on anyone else to be happy, because Diageo just want to show that there is no discrimination between genders, and in this modern world women need a place to shine.This approach will be focused to make women feel strong and they just have the entire world in them hands. Diageo is creating an approach totally different from traditional beers, and giving support to the female side. (REF) 3. 10. Branding 3. 11. Differentiated s trategies: POP and POD On the other hand, SABMiller are using the dual adaption strategy (Keegan, 2005), in which communications as well as product has to be adapted to the local markets facts, including packaging, colors, name and taste. In this case, they are sure that their customers are satisfied with the cultural facts of each country. . 12. Supporting campaigns to avoid underage drinkers RECOMMENDATIONS Nowadays, the world has changed and consequently people minds have changed as well. The consumerism, globalization, big competitions in markets, crises downturn, and among many other reasons, they are some forces that affect(REF) people choice at the moment to buy a product and make people desire more goods with more specific requirements. Not all is about low prices, good quality, offers a good service, but communicating the correct message to the right consumers it is the easy way to create a product-customer connection.CONCLUSIONES Bibliography Pag 82 Market-led Author Nigel F. Piercy The New strategic Brand Management http://www. guinness-storehouse. com/en/Inside. aspx http://www. guinness. com/en-row/arthurs-day/default. html http://www. thegatheringireland. com/I-Love-Ireland/I-Love-Ireland-Blog/September-2012/Arthur-Guinness-the-man-behind-the-brew. aspx http://www. fastcompany. com/44736/brand-marketing-guinness http://www. marketingmagazine. co. uk/news/1152779/Guinness-launches-cloud-TV-campaign/ http://www. marketingmagazine. o. uk/news/1145962/Guinness-celebrates-Arthurs-Day-global-ad/ http://www. marketingmagazine. co. uk/news/1152357/Guinness-takes-skies-social-media-driven-campaign/ http://www. marketingmagazine. co. uk/news/rss/1156974/Q-A-Guinness-global-strategy-communications-director-Grainne-Wafer/ http://www. dailymail. co. uk/sciencetech/article-1363835/Why-Guinness-tastes-better-Ireland-world. html http://library. bcu. ac. uk/learner/writingguides/1. 02%20Reports. htm http://www. guinness. com/en-gb/theads. html

Apa Snippets and Style Writing Pointers to Help Tcl Nursing

APA Snippets and Style Writing Pointers to Help TCL Nursing Students Write Excellent Papers Datatel Number Technical College of the Lowcountry Course Number Abstract All papers should have an abstract. An abstract is a brief, comprehensive summary of the contents of the paper, including the purpose and major findings. The abstract should be well organized, concise and specific. The abstract should be one paragraph of no more than 120 words on a page by itself. Other features of an abstract include double-spacing, one inch margins without indentation, and Times Roman or Courier 12 font.APA Snippets and Style Writing Pointers to Help TCL Nursing Students Write Excellent Papers The aim of this article is to discuss the varieties of pain assessments, and to determine under which circumstances each assessment is most appropriate. Pain is rated differently by each patient, and is subjective to many factors in the patient's life, including but not limited to culture and past experiences wit h pain. Since pain may have an effect on all aspects of a patient's life, healthcare providers must strive to most properly identify the amount of pain in order to properly control it.Symptoms such as â€Å"crying, elected temperature, facial grimacing, groaning, moaning, guarding of the affected area, loss of sleep, nausea, vomiting, restlessness, rise in blood pressure, rise in respiratory rate, and tachycardia† are typical indicators that a patient is in pain; but how much pain? Healthcare providers, namely nurses, use a system of scales and work with the patient to rate their pain. Nurses must be aware of the different pain rating scales available in order to most accurately assess a patient's pain level.A nurse must not only be able to determine which pain scale is most appropriate for the patient to identify and express his or her pain level, but also be able to carefully interpret and evaluate the scores. For example, the pain scale that is appropriate for a fully func tioning adult will differ from one that is appropriate for a child and differ from one that is appropriate for a patient affected by dementia, etc. A variety of unidimensional scales quantify the intensity of the pain and are more simple; while multidimensional scales do so plus identify the pain quality, uration, and any relieving factors, and are more complex. If time permits, a nurse may choose to use a combination of pain assessments in order to be as thorough as possible. Nurses can implement the use of a variety of pain assessments reviewed in this article into their patient's shift assessment. A nurse may choose to use a more complex, thorough multidimensional scale upon his or her patient's admission assessment, and then use a more simple, quick unidimensional scale upon his or her patient's regularly scheduled shift assessments.Regardless of the type of scale being used, a nurse must always use â€Å"effective and sensitive communication with the patient to assist in expre ssions of pain. † Nurses must listen to their patient and accurately document their patient's subjective descriptions of the pain. Also, nurses should allow their patients ample amount of time to respond to their questions, which should also be open-ended questions. After the doctor has reviewed the pain assessment and ordered meds, the â€Å"effects of analgesia should be monitored closely and recorded in nursing notes to maintain continuity of patient care. In conclusion, nurses should assess the patient's abilities, then choose and tailor the pain assessment to the patient's needs. Assessments are of immeasurable importance as they have a direct effect on the patient's quality of life. The more extensive of knowledge a nurse has of the plethora of pain assessments to choose from, the more he or she can also select the most appropriate pain scale per the patient, which in turn will have the greatest impact on the patient's progress. Resources In the text, cite resources use d to prepare the paper.Cite references in parentheses at the end of the sentence, but before the period (Burckhalter, 2009). Give the author's last name, a comma, and year of publication. When citing the same resource several times in the same paragraph, it is necessary to cite the author every time but the year only once (Burckhalter). Cite a page number only for quotes. For works by two authors, name both every time and use an ampersand (Merwin & Sapp, 2008). For works with three to five authors, name all in the first citation (Bible, Simmons, & Beasley, 2009). In later citations, cite only the first author's name and the term et al. nd the year. For works of six or more authors, cite only the first author's surname followed by et al. and year in the text, but identify all the authors in the reference list (Slyh et. al, 2007). When a group or organization is the author, cite the group's name followed by the year (TCL Nursing Faculty, 2008). References Cite all resources used in th e text. For the reference list, center the word â€Å"References† at the top of the last page. Double space the entries and indent all lines, except the first line of each entry, five to seven spaces. Alphabetize the list by the authors’ surnames.Include only the initials and last name of authors, not full names or professional initials. Examples of citations are in the sample reference list with this paper. Note the examples of punctuation and capitalization. Journal citations capitalize only the first word of the article title. All major words in the title of the journal are capitalized. The name of the journal and the journal volume are italicized, but the issue and page numbers are not italicized. For books, the reference citation begins with the author or authors, followed by the date of publication. Only the first word of a book title is capitalized.Book titles are italicized. The publisher’s location is cited by city and state, a colon, and the name of th e publisher. Electronic citations use the same guidelines indicated above. Do not place a period at the end of an electronic address. Email sent from one to another should be cited as personal communication and is not included in the reference list. Information from classroom lectures are also personal communication (S. Beasley, April 14, 2009). Conclusion A paper should have a conclusion which restates the purpose of the paper, states the major points, and gives recommendations for practice and/or research.This paper has presented suggestions for helping TCL nursing students write excellent papers. A student may also consider using this document as a foundation for a paper. The margins are set correctly. References American Psychological Association. (2009). Publication manual of the American Psychological Association (6th ed. ). Washington, DC: Author. Author, C. K. (2007, September 30). Title of a journal article. Imprint, 21, 35-40. Retrieved from Academic Search Premier databas e. Benton Foundation. (1998, July 7). Barriers to closing the gap. In Losing ground bit by bit: Low-income communities in the information age (chap. ). Retrieved from HYPERLINK â€Å"http://www. Benton. org/Library/Low-Income/two. html† http://www. Benton. org/Library/Low-Income/two. html Bible, C. M. , Simmons, A. W. , & Beasley, S. G. (2009). Summer events at TCL. Journal of Nursing Education, 46(8), 89-96. Burckhalter, T. S. (February 2009). Beaufort’s best nursing students. Nurse Educator, 53, 46-65. McPheron, S. (2009). Mapping families. Imprint, 23(4), 14-27. Merwin, D. M. & Sapp, M. P. (2008). Where to find happiness. Journal of Divine Meditation, 38(5), 35-42. Simmons, A. (2007). Frustrations in nursing education.In M. Sapp (Ed. ), Success for nursing students (pp. 13-29). Beaufort, SC: Technical College of the Lowcountry. Slyh, K. P, Merwin, D. M. , Sapp, M. L. , Bible, C. W. , Slachta, P. A. , & Simmons, A. W. (2007). What nursing students want. Journal of Am erican Community Colleges, 26(3), 32-46. Nursing Faculty. Technical College of the Lowcountry nursing student handbook (2008). Beaufort, SC: Author. Thomas, C. L. (Ed. ). (2008). Taber's cyclopedic medical dictionary (21st ed. ). Philadelphia: F. A. Davis. APA SNIPPETS AND STYLE WRITING PAGE * MERGEFORMAT 7 PAGE

What makes a run on bank When is the government intervention necessary Essay

What makes a run on bank When is the government intervention necessary - Essay Example A bank run progress is an automated momentum gaining process which is, said or believed comes true as the peoples are expecting it to come true: eventually as the deposition withdrawals increase the image of the bank falls provoking many withdrawals. Continuation of a bank run for long time can result in a bankruptcy as bank runs have a very ugly reputation. Insecurity during a bank run creates fear to same extent when the room is on fire. The panic drives us to the nearest visible exit blindly like a reflex without a single thought that the seen exit shown up like an oasis is really an exit or just a mirage. Sometimes it is better not to take risks with your money. The panic or â€Å"the shout† of a bank run is as fast and as growing like a fire. This panic takes an epidemic look as the depositors start to feel the same with other banks too as an incoming shock as this kind of economic disasters are very frequently on the headlines. It’s like when my friend’s ba nk is under a bank run the next bank could be mine. So a bank run is efficiently capable of contaminating its misfortune to cause several bankruptcies at least if the total economic breakdown is managed to block. (Shin, 2009) What causes bank run? Banks have an origin of centuries. Once they were just little shops that were used to collect fund from people and use them as to lend to the borrowers. This model, however, does not look much tough. Particularly in case of depositors, they can freely withdraw their money with a small penalty where a bank cannot ever ask for the money to be returned whenever they need it. Thus, an error arises in this model. In order to nullify this error a bank generally keeps a cash reserve which the bank uses to lend money to the borrowers taking only a little part from the deposits. However, if the bank is completely healthy it can survive a bankruptcy in the long run, but the sufferings of a bank run cannot be avoided when many people take their money back much than the cash reserved. So if a rough situation arises like this all depositors may not get their money back. The thing that makes the situation much worse is the first come first serve policy of the withdrawal. As long the bank have their cash reserve depositors can take their money back, but beyond the cash reserve level the bank is unable to return the money back. Hence, the insecure and desperate depositors rush to the bank to take their money bank thinking this to be a bank run. On forcing the borrowers to return fast the bank undergoes a loss as fire sales occur and the money taken back is very less may be less than the total deposits. In September 2007, a United Kingdom bank called Northern Rock experienced a severe bank run when depositors rushed to the bank to withdraw their money. UK experienced bank run even before. In case of US also bank run was not uncommon prior to 1930s. However, bank runs become rare after that. Why do bank runs exits?   There are three main reasons. (Shin, 2009) (I) Individual Liquidity Shock: Money could be needed in any time as an individual could suffer a liquidity shock for various reasons such as damage repairs from any sort of disaster, loss of earning, emergency hospitalization which leaves no choice to the depositors to withdraw their money. When the individual liquidity shock is completely independent and there are multiple depositors ten we consider it as the aggregate liquidity shock is non- stochastic, so in that case for a particular period of time a fixed amount of deposits are allowed to be withdrawn. This way the policy of cash reserve can resolve the bank run problem. In reality completely independent liquidity shocks are quite unrealistic as aggregate liquidity shocks are found normally in the time of currency crisis or natural disasters. That

Early medieval history of Ireland Term Paper Example | Topics and Well Written Essays - 2500 words

Early medieval history of Ireland - Term Paper Example Due to the relative isolation of Ireland by water, this magical land has been able to keep many of its medieval treasures intact, unlike most parts of Western Europe. With the fall of the Roman Empire, much of Western Europe lost its scholarship as Christianity tended to withdraw into its own sanctuaries. The medieval church in Ireland was powerful and brilliant. Splendid reminders of early Irish Christianity can be found in the stone, high crosses that melded the country's pagan roots with the newly imported faith. Unfortunately, not much can be said about pre-Christian era in Ireland. What little is known of this period comes from a few references in Roman writings, Irish poetry and myth, and archaeology (Raftery, 2005:134).However, traditions have it that the earliest inhabitants of Ireland, people of a mid-Stone Age, or Mesolithic culture, arrived sometime after 8000 BC, when the climate had become more hospitable following the retreat of the polar icecaps. At this time, settleme nts of Mesolithic hunter-gatherers have been found at about half a dozen sites scattered throughout the country: Mount Sandel in County Londonderry (Coleraine); Woodpark in County Sligo; the Shannon estuary; Lough Boora in County Offaly; the Curran in County Antrim; and a number of locations in Munster. It is thought that these settlers first colonised the northeast of the country from Scotland. Although sea levels were still lower than they are today, Ireland was probably already an island by the time the first settlers arrived by boat