Thursday, October 31, 2019
Judicial System of England and Wales Essay Example | Topics and Well Written Essays - 1000 words
Judicial System of England and Wales - Essay Example The constitutional law of UK consists of statute law and case law where court of judges apply judicial precedent by interpreting the statute.(www.ilex.org) The judicial system of England and Wales comprises only of 24.9% and 6.9% are from the minority ethnic groups. It is also reported that 15.8% of judges are women whereas 3.4% are from ethnic minorities group. (Adrian Jack, 2004) According to the data retrieved from General Bar Council for the year 2008, it is reported that there were 3772 female barristers out of 12,136 self employed bar comprising 31.1% of the total employment. Among women barristers, White Britons, Irish and other white people accounted to 2750 while there were 108 from Indian origin, 63 from Caribbean, 44 of Pakistan, 43 of African origin and remaining others were from other Asian countries. Black Minority Ethnic in the self employment category comprised of 10.6%.(The Bar Council) According to same source, it is known that 89% of the self employed barristers were white whereas 11% constituted the BME group which included 14% women barrister. Under the employed barrister council, 85% of the employees were white in respect of 15% of BME group. Totally there were 46% of women in employed barrister category whereas BME women constituted only 19% and men 12%. And according to the statistics published in Judiciary of England and Wales, it is reported that there are 3820 magistrates out of which 727 were women accounting to only 19.03% and 156 were from ethnic minority groups which constituted for another 4.08%. Ethnic minorities were largely found in Deputy District Judges (MC) with 12 magistrates out of 167 wherein women were 40 only. (www.judiciary.gov.uk) It is also revealed from the reports that out of total 3820 posts, 2970 were occupied by Whites out of which only 525 were occupied by women. In regard to ethnic minority groups, out of 156 posts occupied, 51 were women and 105 were men which can further clarified as 3% ethnics in males and 7% in females, overall constituting only 4% which is very low. (www.judiciary.gov.uk) The data published in the Judicial and Courts Statistics 2007 shows that the Justices of Peace (JPs) in UK in 1990 was 28,667 out of which 16,090 were men and 12,577 were women which increased to 29,419 in the year 2008 comprising of 14, 672 males and 14,747 female JPs. The data further shows that the appointment of women in the JPs has been significantly more than men from 1990 itself which stood at 1063 as compared to 996 for men out of 2059 appointments. The present data of 2008 stands at 1899 appointments overall out of which 972 women were appointed and the remaining were men. The statistics does not reveal the number of ethnic minorities appointed during this period.( Judicial and Court Statistics 2007) Out of total magistrates in post, 92.7% were Whites whereas Black and Asian constituted only 3.8% and 2.4% respectively. (www.judiciary.gov.uk) The above data speaks volume about the gender discrimination as well as racial discrimination if not taken into consideration the data of Ministry of Justice in regard to appointment of JPs. Need for certain changes - Judicial System Adrian Jack
Tuesday, October 29, 2019
The End of the Vietnam War Essay Example | Topics and Well Written Essays - 750 words
The End of the Vietnam War - Essay Example Nixon declared in 1969 that he would prolong the American involvement in the Vietnam War, in order to conclude the conflict and acquire â€Å"peace with honor†for the United States and for its partner, South Vietnam (U.S. Department of State, no date). Nixon defined his policy as â€Å"Vietnamization,†where the South Vietnamese aimed to attain greater combat functions, as Americans slowly withdrew from Vietnam (Simon, 2002). Vietnamization needed time, however, and to buy time, Nixon convinced the American public that the war had to be extended to attain peace. His popular vote margin in the 1968 election was â€Å"razor thin,†but to his advantage, the Democratic coalition was devastated in 1968 and political opportunities abounded (Simon, 2002). The administration maximized these opportunities through a â€Å"politics of polarization,†where they tapped the â€Å"silent majority,†while trying to isolate opponents and categorize them as differen t forms of extremists (Simon, 2002). This included defining the efforts of the anti-war movement in negative ways and maligning the media, whose role in influencing the support for the war had increased. America prolonged the war through bombing North Vietnam after failed negotiations efforts. Communist North Vietnam's leaders believed that they had time enough to delay the negotiations, which they did. In March 1972, they tried to sidestep negotiations altogether with a full-scale incursion of the South (U.S. Department of State, no date). The United States called it as the Easter Offensive and the North Vietnamese seemed to win. By late summer, nonetheless, Nixon's used American air power to dent the offensive. In response to this air power, the North Vietnamese started to negotiate once more (U.S. Department of State, no date). In early October, American and North Vietnamese representatives had a meeting in Paris. By October 11, they generated a peace agreement. The key component s included a cease-fire in place 24 hours after signing the agreement; U.S. forces and all foreign troops would pull out from South Vietnam no later than 60 days after signing the agreement; and American prisoners would be released concurrently with the pulling out of American and foreign forces. On October 22, South Vietnamese President Nguyen Van Thieu stopped the talks. He did not support the cease-fire agreement, because it left thousands of North Vietnamese soldiers in South Vietnam, who could strategically continue the war, as the Americans departed (U.S. Department of State, no date). To get Thieu’s support, the Americans restarted negotiations with the North Vietnamese. The North Vietnamese got offended and negotiated other issues too and by December, the talks caved in. The War Raged On Nixon argued that with failed diplomacy, only force can be used to force Hanoi to negotiate with the United States. The President instructed his military commanders to mine Haiphong H arbor and to begin a nonstop air campaign in the Hanoi-Haiphong region. On December 26, the North Vietnamese decided to renegotiate with the U.S. on early January. On January 1973, the Americans and North Vietnamese reached a settlement and all parties signed the final agreement in Paris on January 27. America, however, was the only one who
Sunday, October 27, 2019
IKEA Recruitment and Selection Process
IKEA Recruitment and Selection Process Ikea is a furnishing company whose vision is to create a better everyday life for the most people possible by offering a wide range of well-designed and functional standardized home furnishing at low prices so more people have access to its products. It was created 60 years ago in Sweden and traces of scandinavian culture are quite noticeable when looking at the companys management style. The company has expanded throughout the world and has become a global player in the furnishing industry. As far as Human Resources are concerned, the company adopts an extremely familial policy and takes good care in enabling each employee to exploit all of his or her capacities. As a matter of fact, IKEA has built its identity on a very strong nurturing management style that allowed to company to clearly stand out from its competitors on that level. IKEA and Human Resources Ikeas human resources teams are responsible drawing in and inspiring workers and creating a bracing environment in order to favor innovation and dynamism. The success of IKEA depends on the continuing development of IKEAs human resources policies and thus managers greatest efforts are indispensable to succeed on that path. Human Resources are present in all parts of the company and in every country where the company is established. They look after recruitment and training as well as they are also responsible for keeping and strengthening IKEAs culture, which is based on a specific set of values that help them develop and transform their vision and beliefs into a fact. With that end in view, recruiting and selecting candidates are two key aspects to keep up with the organizations reputation as it is important for the company to make sure that each and everyone of the candidates will be able to bring an added value into IKEAs family. This report aims at analyzing how the company manages to attract suitable candidates by describing its recruitment policy. The second topic that will be treated is the selecting process, meaning the way that the company manages to pick the best person for the job. I. Recruitment 1. General overview at IKEA à ¢Ã¢â‚¬ ’ ISABEL IKEA is a company known internationally, and so are their values. it is a big enterprise that has all kind of job positions to be filled. The IKEA of Lille recruits around 100/150 people every year. Because IKEA is a well-known brand, it is obviously not very difficult to attract candidates for a job offer. However, the recruitment process aims at providing the company with the best suitable candidates by targeting appropriately these offers to candidates with relevant profiles. IKEAs reputation is a key point for its recruitment process; as said by their Recruitment and Competencies Development Manager when we interviewed her: Applications are usually spontaneous. They either come through our website or applicants bring their CVs directly to the store. But sometimes they come in response to an offer. In most cases, companies need to seek out their prospective employees.In this case, applicants tend to apply they wish to work for the company. This, linked to the fact that IKEAs turnover is very low can give us an overview of how successful IKEAs recruitment process is. 2 3. Recruitment policies and methods Recruitment at IKEA did not seem to be an issue. The HR Department of IKEA receives about 7 CVs every day, and 200 every month, most of them sent by e-mail through the IKEA recruitment web page, which clearly facilitated the process for applicants. In addition,external channels such as Pà ´le Emploi and local partnerships with associations and schools are also used at times. For instance, IKEA is starting to develop partnerships with Business and Communication schools in the area of Lille. IKEAs policy is to build a long-term relationship with its employees and help them develop themselves both on the professional but also personal level.  Therefore, one of the aspects of recruitment at IKEA is that they tend to privilege internal recruitment when a position is available. However when there is no potential within the body of employees, the Recruitment Officer that we met said that she has to go and search the candidates elsewhere, and this is where external recruitment comes in. Many directors nowadays started their career with part-time jobs at IKEA when they were still students and managed to climb up the companys ladder thanks internal recruitment. We were told that there is a floor manager for every department (kitchen, bathroom, living room, etc.), and when they feel like they could use one more salesperson in his department, they report their needs to the HR Manager who takes care of the recruitment and selection. With time and experience, the job analysis and information gathering are not necessary anymore, because the HR managers know exactly what type of people the floor managers want, especially for shop-floor workers. For managers, the question is trickier: when internal promotion is possible, the problems dont arise, candidates usually fit the job description, but when there is a need to go through external channels, the specifications and necessary competencies are stated very clearly, although IKEA employees do not have a typical profile. II. Selection 1. General practices and culture at IKEA à ¢Ã¢â‚¬ ’ ISABEL Selection represents the process of differentiating between applicants with the goal  to identify those with greater probability of success in the job, therefore for an enterprise such as IKEA it is crucial to keep on with an exceptional and reliable process in order to succeed. What makes IKEAs selection methods efficient is the fact that it is not based on the curricular information of the candidates, but rather on the motivation, capacities, skills, values and personality as said by the Recruitment and Competencies Development Manager. IKEA does not look for the typical profile, it is interested in people that share its values, people who can be inspired by the company to do greater things, people that bring something more to the company and helps it grow even more. IKEAs method is composed by several steps which will be explained below such as phone interviews, individual and group interviews or personality tests. 2. Procedure and Methods Procedure and Methods: Steps for shop floor workers: Steps for managers: The HR manager does not look for particular skills.  ·         First the candidates apply by mail and/or by the website of Ikea. Click here  ·         Then there is a pre-selection made by the HR department and based on CV and application form  ·         The candidates pre-selected have a phone meeting with the HR department.  ·         The candidates receive a mail and they know if it is negative and positive to continue the selection process.  ·         When it is positive the applicants have a meeting generally only the HR manager.  ·         If the HR manager valid, there is a meeting with the floor manager.  ·         And finally for only permanent contract, the applicants have a meeting with the manager of the department. When there is a manager position to provide, the HR department focus on the internal candidates and they prefer promote the actual employees instead of external recruitment for managers positions.  ·         First the candidates send their CV (only for external candidates)  ·         There is a pre-selection based on CV.  ·         The external candidates will have a phone meeting in order to be pre-selected.  ·         The external candidates receive a mail and they know if it is negative or positive to pursuit the selection process.  ·         The candidates have a meeting with the HR manager.  ·         If they pass the meeting they will have one with the Department manager  ·         They will also have a recruitment day in an assessment center with personality test, exercises in group, etcà ¢Ã¢â€š ¬Ã‚ ¦)  ·         The candidates selected have a meeting with the CEO of the shop (e.g.: Ikea in Lomme)  ·         And finally the candidates have a last meeting with the national CEO of Ikea.                                                                                                                                                    The entire process take place within two or three weeks. There is no feedback for the negative answers by mail (step 4) but the candidates can ask for a feedback. The process for a position with responsibilities it longer and more difficult. For a manager position the decision of the HR manager is followed by 4 others interview whereas for a shop floor position there is only 2 interviews after the HR managers decision. (Je mettrai les bullet point en nombre pour montrer le nombre de step) 3. Final Decision The final decision is a shared decision between all the members that have been part of the process. This decision can only be achieved with a consensus and it is very important that no doubt whatsoever are remaining when selecting a candidate. As the decision process involves several people, it is supposed to be a guarantee that the candidate who is selected is a good fit for the company. In addition, this plurality of point of views are also necessary to ensure the fairness of the selection process. III. Beyond recruitment and selection 1. Fairness and Ethics When we met the Recruitment Officer at IKEA, she told us that she and the other interviewers were all experienced and intended to be as fair as possible, asking open-ended questions and reformulating so that they do not misunderstand what the candidates say. The selection methods used are diverse and the exchanges are multiple, which improves the fairness of the process.  However, she repeated that Human Resources remain Human Sciences, and are not accurate every time. 2. Strengths and weaknesses of the model Strengths Shows a real identity based on clearly stated values Several selection methods Multiplication of exchanges No typical profile Possibility for anyone to apply Feedback in case of rejection when asked for it, debriefing for managerial positions Preference for internal promotion Recent review of the whole process Employees retention plans Training for new employees Appraisal meeting after a few months Weaknesses  The applications and policies are more or less standardized and thus sometimes dont correspond when applied uniformly to all employees. Policies dont always match individual needs and requirements. Standardized policies  with universal appeal, that do not account for local culture and management differences 3. Suggestions à ¢Ã¢â‚¬ ’ GREG IKEA has settled for an employee-centered policy which enabled the company to have a high satisfaction rate for their employees. Therefore, the recruiters take a really good care selecting people that would fit perfectly in the model of simplicity and conviviality they promote. However, the standardized model that IKEA has been relying on for decades doesnt allow to take into consideration all the local differences in terms of management. Indeed, that model, as nurturing as it could be, might not fit in every IKEA stores throughout the world. Assimilation is one of the major challenge that the company has faced and consequently, IKEAs Human Resources would certainly benefit from a higher customization of the model according to cultural differences. As a matter of fact, a more intense consideration of local management styles would definitely enable the company to get the maximum of each and every employee. Conclusion à ¢Ã¢â‚¬ ’ IRENE We can conclude saying the success of the company, the fair treatment of employees and  the good working conditions of IKEA makes the company receive quite a lot of applications. As a matter of fact, it is undeniable that IKEAs HR policies have been one of their strengths for a long time although sometimes on the antithesis of their reduced-cost motto. The concept of IKEAs one big global family has been running almost perfectly under the governance of its paternalistic founder Ingvar Kamprad. Good recruitment and selection methods are indispensable in the company as it enables IKEA to keep an equilibrium among its employees. The futur on the organization is based on those activities and this is why recruiting is not at all about filling positions but rather about finding people that can help the company progress and go one step further.   ______________________________________________________________________ On the aim of recruiting, IKEA has preference among existing employees (which means they like their employees to feel valued)when there is a new vacancy although they also use external recruitment methods and they are trying to improve them , rising the number of possible applicants through partnerships with business schools and associations. About selection, IKEA uses different methods and steps for selecting the right candidates which means that for IKEA selecting the right candidates is a really important decision that will affect the long-term success of  the company Ikea is a furnishing company whose vision is to create a better everyday life for the most people possible by offering a wide range of well-designed and functional standardized home furnishing at low prices so more people has access to its products. History Ikea was created 60 decades ago in the south of Sweden, from all wood and materials come from, by a young man who wanted to start a business. It was in the 1920s when its founder, Ingvar Kamprad, started to sell furniture and matches to his neighbors and he discovered it will be cheaper and more profitable to buy them in Stockholm and then sell them in Sweden. Afterwards, in the 1940s-1950s he started to develop IKEA as a furniture retailer but it was in the 60s-70s when the IKEA company started to be known and opened new stores in Sweden until 1980 when IKEA expands globally to new markets such as USA, Italy and France. Since then, it has been growing and entering into new markets with its standardized and functional bedroom, kitchen and home furniture taking the form of what we know today as IKEA. Values As most of the products of the company are made with wood and other materials that affect the environment, IKEA is concerned with the sustainability of the planet so they work and produce their produce in a responsible and eco-friendly way investing on renewable energy and energy efficient technology to help the environment and diminish the impact on it. IKEA has what are called action-based values to protect the environment. IKEA and Human Resources IKEA companies needs down-to-earth, straightforward people who want to help them fulfill the IKEA vision to create a better everyday life for the many people. Their Human Resources teams lead the work of attracting and inspiring co-workers and creating a stimulating and enjoyable work environment. They are keenly aware that the continued success of IKEA businesses depends on the continual development of IKEA co-workers. Human Resources works in all parts of the company and in every country where they have markets. They look after recruitment and training, benefits management and succession planning. Human Resources is also responsible for safeguarding and strengthening the IKEA culture, which is based on a specific set of values values that help them develop and transform the IKEA vision into reality. Recruitment and selection are two key aspects of Human Resources. Recruitment aims at attracting the suitable candidates RECRUITMENT AND SELECTION Overview How many vacancies does the company have to fill in every year ? The recruitment is defined and readjusted every months in function of the needs and the results of each department of IKEA, but they recruit about 100/150 people every year in Lille. How and who can apply ? The applications are usually spontaneous. They either come through the internet website or applicants send their paper CVs directly to the store. But sometimes they come in response to an offer. They also use the external channels such as Pà ´le Emploi (the French Governmental organization that links the demand with the offer in the labour market) and local and regional partners such as associations and schools. IKEA is starting to implement partnerships with business and communication schools in the area of Lille. Whats the typical profile of the candidates ? There is no typical profile. The company and the jobs is so diversified that it is not possible to set a typical profile for candidates. They have very variate backgrounds and competencies. What is the selection process, how do you break down the process ? Shop Floor Employees When the HR people receive the CVs, a first pre-selection is made. Those who passed this step go through an telephonic pre-selection, before doing an individual interview, either with the Responsible of Human Resources or directly with the HR and the manager at the same time. For the CDI (Contrat à Durà ©e Indà ©terminà ©e, or permanent contract), the interview is done with the head of department. However, during the high recruitment periods, for example during the summer, the interviews for the employees are done in groups. Duration -> 2 weeks Negative answer -> max 3 weeks Managers, Direction First, there is an interview, then a personality test is performed, and the candidates have to participate to an Assessment center (tests), and finally they meet the Store Manager and the Functional Manager. How many stages does the selection process comprises ? About 6. How many of the applicants become candidates ? They receive too many CVs to count them all, but on the level of the interviews, about 1 on 2 or 3 persons are selected and can continue with the selection process. What do you base yourself on for the selection ? More on the CV or on the personality ? The CVs are used to start the conversation, but then what matters more is the motivation, the capacities, skills, values and the personality What are the typical questions that you ask the candidates ? 0 What are the selection methods ? CVs, Phone interviews, individual/group interviews, personality tests, Assessment center, meetings Are the HR people free to choose anyone they think fits, or do they have to follow some rules/standards ? No rules or standards Who takes the final decision ? The HR people do not take the final decision, however, if they say no to the CV, or after the phone interview, or after the first individual interview, its over for the candidate. Who is involved in the selection process ? HR people, manager, head of department, Store Manager, Functional manager Do you organize a selection day ? No Preference between internal selection vs. external for higher positions ? This depends on the structure of the company. They try to promote internal promotion, but when there is no potential within the employees, they have to go and search the candidates elsewhere, in the schools and universities for examples. Many directors now have began their career at IKEA when they were still students, working a few hours a week at IKEA. Do you outsource your selection to another company ? Only for very specialized or technical jobs. What are the differences between the selection methods to recruit shop floor workers and people with higher positions (management, direction) ? (see above) How many people drop out of the company after a short period of time ? (people who were hired for a long time and decide that they dont want to stay) How many quit before the end of their contract (Short term contracts vs. long term contracts) ? Very rare cases. Do you train people after they are hired ? (to make sure they stay in the company) Depending on the job, the newly hired staff has a trail period of 1, 2 or 4 months renewable. During this period, they have time to be trained and integrated in the company. Have the HR policies and the selection methods changed in the past years ? If so, why ? Everything was written down 5 or 6 years ago, and they reviewed everything 4 months ago. In fact, the Human Resources rules and traditions are lost with the expansion of the companies. Do you think the selection methods are fair and ethical ? The interviewers try to be as fair as possible, asking open ended questions and reformulating so that they do not misunderstand what was said according to their own view. However, Human Resources remain human sciences, thus they are inaccurate. The multiplication of the exchanges make it quite impossible to be unfair. Do you have comments or suggestions that you think could help us write our report ? Feed back is given when asked for. Always. For the managerial positions, a debriefing takes place obligatorily. They send a standard message in case of rejection, no time to do personalized answers. Juliette à ¢Ã¢â€š ¬Ã‚ ¦. We met the Recruitment Officer. Recruitment and competencies development Manager. At IKEA, the HR department help their employees to develop. Part time = 32% of the employees
Friday, October 25, 2019
Night And A Farewell To Arms: Eliezer And Frederic :: essays research papers
In Night and A Farewell to Arms, the reader follows the characters of Elie Wiesel and Ernest Hemingway through their personal struggles between love and war. In Night, Eliezer faces malnutrition, Nazis, and concentration camps, while Frederick Henry, in A Farewell to Arms, struggles with love, patriotism, and religion. Despite their differences, the journeys of these two young men are remarkably similar; they both are prisoners of war, they both lose the person they love most, and they both face a bleak and dismal fate.Frederic and Eliezer are both prisoners of war but in different ways. Frederic has a strong emotional attachment to the war. â€Å"Don’t talk about the war,†he says after abandoning the front, â€Å"it was over†¦but I did not have the feeling it was really over†(Hemingway 245). For Frederic the war captured his mind in a way that he cannot escape. Eliezer is also a POW but in a more concrete and physical way. Before being imprisoned, Eliezer is stripped of his clothes, his self-respect, and his identity, and he is forced into barracks. â€Å"The barracks we had been made to go into were very long†¦The antechamber of Hell must look like this. So many crazed men, so many cries, so many bestial brutality†(Wiesel 32). It is only love that allowed Frederic and Eliezer to survive their prisons. Catherine Barkley is Frederick’s true love. â€Å"I felt damned lonely and was glad when the train got to Stresa†¦I was expecting my wife†¦Ã¢â‚¬ (Hemingway 243-244). This quote shows the physical and emotional yearning that Catherine inspires in Frederic. This desire for her is what helps him through the war. Eliezer’s love, on the other hand, is directed towards his father. Eliezer feels that his father is his only possesion that the Nazis cannot take from him. â€Å"I’ll watch over you and then you can watch over me. We won’t let each other fall asleep. We will look after each other†(Wiesel 85). The loss of both Eliezer’s father and Frederic’s fiancà ©e ones is what inevitably leads to a dismal future. The tragic fall of these two young characters is directly related to the toll their prisons place on them and the absence of the ones they love. â€Å"I had not seen myself since the ghetto. From the depths of the mirror a corpse gazed back at me†(Wiesel 109). As Eliezer looks at himself, he sees that he is a hollow boy.
Thursday, October 24, 2019
Change & Continuity over Time of Religion in Europe from the 1500-1900 Essay
The period between 1500 to 1900 also refers to the time period from the Middle Ages to the modern world. The period witnessed significant strides in state building in England, France, and Spain, where growing bureaucracies levied taxes to finance large-scale warfare and territorial expansion. At the same time encroachment on the longstanding powers of the nobility caused feudal reaction, while the breach with tradition, particularly by creating new taxes in an era plagued by war, famine, and disease, caused peasants to revolt. A number of historical trends emerged to give the period clear definition: the fragmentation of Christianity and growing secularism; pronounced demographic and economic fluctuation; the development of the European state system; and the emergence of a global, Europe-centered system of production and trade. In the second decade of the sixteenth century, the Christian church experienced the first in a series of religious divisions along geographic lines. The sequence of splits, beginning in the Holy Roman Empire and spreading to the whole of Europe by the end of the century, transformed the relationship of the reformed churches with state, society, and the people. Christianity also spread to the indigenous people of the Americas and Asia. There was a strong desire for religious unity, marked by mandatory conversions of Moors and Jews to Catholicism in Spain and an enthusiastic missionary effort both in Europe and abroad. At the same time in nearly every area of Europe religious conflict and calls for a redistribution of power became virtually unavoidable, causing crisis in authority at state and local levels. Religious evangelism encouraged stronger spiritual education of young people. During the same time period, the advances of scientific information provided new, conflicting methods of learning. For this reason, children of educated classes were brought up in a world of competing models of knowledge advanced by churchmen and scientists, while the children of ordinary people were exposed to combinations of evangelical claims, folk wisdom, and the overpowering and repressive Reformation churches. Protestant and Catholic teachers tried to clarify and define the boundaries of official doctrine. Their interactions with the commoners caused serious tensions. Popular beliefs were judged as pagan. Evangelists tried to impose religious uniformity and eliminate groups or individuals who could not be brought into the mainstream Christianity. In particular, the office of the Holy Inquisition denied the lay people’s claims to spiritual powers in an effort to give all powers to the clergy. It was an attempt to take away the spiritual dimension of the lay people, medicine and science. The religious campaign to denounce magic and witchcraft helped prepare the ground for the late-seventeenth-century and eighteenth-century scientific claims that the cosmos was mechanized. In the modern age, science would undermine magical beliefs and reduce the spiritual influence of the clergy. The religious Reformation, together with the critical and undemocratic nature of Renaissance humanism, shattered the unity of intellectual thought, developments that were vital to the advancement of science. The discovery of new worlds and people and that the earth was round; the invention of movable type; the development of firearms and of a lens that improved the visibility of the stars and planets; improved mechanical clocks; and the development of shipbuilding and navigation opened up new intellectual perspectives and methods of discovery that relied increasingly on rational thinking rather than religion. Scientists made new claims to authority and objectivity, and began explaining the world in mechanical terms. Separating the observable world from the spiritual sphere represented a fundamental shift in thought. To see the world operating on basic principles discoverable by reason created hope that humans could control their environment, a change in attitude that helped pave the way for nineteenth-century industrialization.
Wednesday, October 23, 2019
MCI case study
June 1972, MIMIC began construction of Its telecommunications network. Funding: MN shares (common stock) @SO, In total after commission $27. 1 MN; Summon of credit from banks; $6. Man from private investors; MIMIC still rely on AT&T facilities to carry calls from its subscribers to MIMIC transmission centers in each metropolitan area. PAYOFF, MIMIC revenue $6. MN, losses of $38. 7 MN. MIMIC has exhausted its credit from its banks. MIMIC sold shares for $8. MN. 1976, ‘exeunt' service. And revenue started roaring. 1976 revenue, 28. N, first profit $100,000; 1977, 62. MN; Between 1976-1978, lease financing of new fixed Investment was the only substantial source of funds available. 1978, withdrawal of the court's ‘exeunt' DCE. 1978, public market to issue convertible preferred stocks. Preferred offerings allowed MIMIC to retire its short to intermediate term bank debt and to issue further debt of a longer term kind. 1980, MIMIC provided ‘executions residential customers . Strong growth but constrained only by a lack of investment capital. July, 1980. Leasing actuality decreased.FYI 981 , demand for investment fund Intensified. Offer convertible bonds. Jan. 1982: Antitrust settlement between AT&T and LIST. Department of Justice. AT&T will need to break up before 1984. Economics of scale and scope are important; basic call service and value added services. Increase In access charge after the AT&T antitrust settlement 1 . What are the business problems facing MIMIC? After the settlement of antitrust case of AT&T, the differential In access charges will be phased out through charging MIMIC 80% more and this In turn Increased Mi's operation expense.MIMIC could lose its cost advantage to the competitors and lead to decreasing sales and profits. AT might also reduce its price to prevent its erosion in market share. AT communications was the main competitor. MIMIC need dial 20 digits ATT dial 11 digits. 2. How do these business problems translate Into fina ncing problems? More we can see the graph, we saw a sharp rise in both external financing and internal financing, with external financing even a bit higher than internal financing. 3. To what extent can traditional financing strategies work for MIMIC?It is getting more expensive for MIMIC to acquire further funding through issuing debts and MIMIC will become more risky if take on further debts; If MIMIC simply issue equity, public might read this move as the stock has been overpriced and now the firm is trying to push down the price. Thus, the share price of the firm might go down. 4. Based on projected financial statements in the case – income statements, balance sheets, and projected capital expenditures calculate Mi's projected needs for external financing during the years 1984 through 1988 inclusive, for each year.Analyses the consequences of alternative financing policies of MIMIC during these years – as sequences, such as first debt, then equity, then debt again as needed –on the projected financial condition of MIMIC in the (fiscal) year 1990, in terms of measures such as debt to equity ratios and interest coverage ratios. 5. Suppose that for its initial financing â€Å"trance†of $1 Billion by the end of 1984, MIMIC decides to choose NOW between a Straight Debt issue of 20 year maturity with an interest rate of 12. 5%, with no sinking funds (early repayments), versus a ConvertibleDebt issue of the same size, of notional maturity 20 years with an interest/Coupon rate of 7. 75%, and a conversion price of $ 55 per share. Assume further that IF the conversion option is not exercised within the following 5 years then it would expire (unlike in the case), and this would continue as (cheap) debt. Which of these two debt issues should MIMIC choose in March 1983, to maximize shareholder value? Assume that annual standard deviation of returns on Mi's equity value are either 20% or 30% and that the interest rate on (safe) MIMIC debt eq uals 12. 5%.
Tuesday, October 22, 2019
Definition and Examples of Embedded Questions
Definition and Examples of Embedded Questions In English grammar, an embedded question is a question that appears in a declarative statement or in another question. The following phrases are commonly used to introduce embedded questions:Could you tell me . . .Do you know . . .I wanted to know . . .I wonder . . .The question is . . .Who knows . . . Unlike conventional interrogative structures, in which word order is reversed, the subject usually comes before the verb in an embedded question. Also, the auxiliary verb do is not used in embedded questions. Commentary on Embedded Questions An embedded question is a question inside a statement. Here are some examples: - I was wondering if its going to rain tomorrow. (The embedded question is: Is it going to rain tomorrow?)- I suppose you dont know if they are coming. (The embedded question is: Do you know if they are coming?) You can use an embedded question when you do not want to be too direct, such as when you are speaking to someone senior in the company, and the use of a direct question seems impolite or blunt. (Elisabeth Pilbeam et al., English First Additional Language: Level 3. Pearson Education South Africa, 2008) Examples of Embedded Questions Would you tell me, please, which way I ought to go from here? (Alice in Alices Adventures in Wonderland, by Lewis Carroll)The question is not whether we will be extremists, but what kind of extremists we will be.(Martin Luther King, Jr.)I set up the checkerboard and explained how the pieces are placed and how they move. (Herbert Kohl, The Herb Kohl Reader: Awakening the Heart of Teaching. The New Press, 2013)I live in New York, and I was thinking about the lagoon in Central Park, down near Central Park South. I was wondering if it would be frozen over when I got home, and if it was, where did the ducks go? I was wondering where the ducks went when the lagoon got all icy and frozen over. I wondered if some guy came in a truck and took them away to a zoo or something. Or if they just flew away. (J.D. Salinger, The Catcher in the Rye, 1951) Stylistic Conventions Kate [a copy editor] moves on to the second sentence: The question is, how many re-readings are reasonable? Uncertain about how to treat a question (how many re-readings are reasonable?) embedded in a sentence, she picks up [The Chicago Manual of Style] . . . [and] decides to apply the following conventions:Since the author has followed all these conventions, Kate changes nothing. The embedded question should be preceded by a comma.The first word of an embedded question is capitalized only when the question is long or has internal punctuation. A short informal embedded question begins with a lowercase letter.The question should not be in quotation marks because it is not a piece of dialogue.The question should end with a question mark because it is a direct question. (Amy Einsohn, The Copyeditors Handbook. University of California Press, 2006) Embedded Questions in AAVE In AAVE [African-American Vernacular English], when questions are embedded in sentences themselves, the order of the subject (boldfaced) and the auxiliary (italicized) may be inverted unless the embedded question begins with if: They asked could she go to the show.I asked Alvin did he know how to play basketball. (Irene L. Clark, Concepts in Composition: Theory and Practice in the Teaching of Writing. Lawrence Erlbaum, 2003)
Monday, October 21, 2019
Opening scene of Hamlet Essay Example
Opening scene of Hamlet Essay Example Opening scene of Hamlet Paper Opening scene of Hamlet Paper The audience observes the opening scene of Hamlet, where they see a man standing guard (Francisco) on the platform of the castle known as Elsinorea, at the dead of night. In films, this place is often depicted, as very high up on the walls of the castle, over looking the dark sea. This would portray quite a somber and haunting theme. Throughout the opening scene, Shakespeare is constantly addressing his audience, in the form of questioning, through his characters. Even, the very first words, uttered in this scene is presented to the audience as a question whos there? This portrays the character (in this case Barnardo) as fearful, since he is in the presence of something unknown. This is Shakespeares attempt, to capture his audiences interest. He does this, by trying to get his audience to show empathy toward Barnardo, making them also worried and fearful of the unknown, which makes the audience want to find out the answer to this rhetorical question, that they have been presented with by Barnardo. Then the audience is allowed to find relief which they would have much thanks for (since they are now able to name this unknown presence as Francisco.) The audience is then easily silenced, when they are presented with another question Have you had quiet guard? making them worry yet again, if there could be another cause for concern. And also creating an atmosphere of tension and mystery, while at the same time leaving the audience in suspense. On the battlements of Elsinore. Tis now twelve and Barnardo has suggested to Francisco that he should Get himself to bed, since Tis bitter cold, and Francisco is sick at heart. Obviously the audience is given the impression, that this scene is set late a night. Also at that point in time, the battlements of Elsinore wasnt exactly the nicest place to be. There are two significant periods within this scene, which have a common factor the ghost (i. e. the theme of the super natural). Within the first period, Francisco speaking for the first time Nay, answer me. Stand and unfold yourself. The idea that it might be the ghost terrifies him, so in demanding to know who he is in the presence of allows him to put his worries at ease, once he as been answered. Followed by the second period, where Horatio sees the ghost for the first time Horatio. He is full of fear but at the same time wonder; at this point the audience would be sharing Horatios inquisitive, yet scared mannerism. The reader must remember that the Elizabethans were very superstitious and took matters of the super natural very seriously. Ghost were normal seen as representatives for good (as opposed to witches who were believed to be sent by the devil). Which is rather ironic, since Shakespeare does not establish whether or not the ghost is good or evil until later on in the play. This may have been done to get the audiences attention, making them want to know the purpose of this apparition (more that they would have if the answer had just been simple given to them). The dialogue in this scene is rather shot, suggesting tension. The two significant events contain the main sources of tension. The fact that there are long pauses and the language is not very descriptive also shows tension. Marcellus speaks of peace, break thee off, which suggests a rather rhythmic repetition of a beating drum (acting as an indication to war). When Horatio is first introduced to the audience only a piece of him is there. Physically he is there but mentally is somewhere else (i. e. half-asleep). Horatio is simply enduing Marcellus and Barnardo. He is quite the skeptic and believes tis only but our fantasy. So Horatio is rather a doubting Tom. The audience would be amused by the fact that his attitude is the complete opposite of the others. Also this is an interval between the two events, which just the presence of the super natural since texts becomes more descriptive and there are longer sentences. This would also imply that the was less tension thanks to Horatios disbelief and the greeting of friends. The ironically Horatios attitude drastically changes confronted the ghost, he can not believe that he had see it of mine own eyes. He also refers to the ghost as a thing simply because it is not quite explainable what this thing really is. The apparition has two nights been seen. By this point the audience would be very curious and would be very interested to see the out some of this scene. Before seeing the ghost Horatio believed that twill not appear, the audience wouldnt be able to comprehend whether the ghost was truth or illusion, heightening the suspense and making the audience eager to find out. Bernado sits down to explain what they had seen. The atmosphere would be calmer and the audience curious. When the ghost appeared, the audience would have been anxious and nervous. It is made clear to the audience that the apparition has taken on a figure like the king thats dead, giving the impression that the deceased king had unfinished business (i.e. the matter of revenge to deal with). After seeing the ghost, the audience would now believe what the soldiers had told Horatio. Horatios reaction proves that the ghost is not fantasy. The soldiers continue to talk about how the ghost looked like the king and how it was even dressed in his armor. This whole idea tis strange. This begins an air of mystery and worry to the scene. The fact that the ghost is wearing armor may be some sort of indication that it has come to wage war against Denmark. This bodes a strange eruption to our state. This introduces the time theme of corruption (i. e. think of evil erupting like a volcano. ) The audience at this time believed in the divine right of kings, seeing the Sovereign as central to the affairs of the nation. They would be wondering what had gone morally wrong for the king to return. The second part of the scene appeals more to the intellect that to the emotions. The audience would be keen and interested to be told why the soldiers were on duty constantly. They are told why Fortinbras is meaning to attack and filled in on historical facts, which will be important to their understanding of the play later. When Horatio begins to talk about what happened before Julius Caesar was killed. The audience would start to wonder whether the ghosts appearance in Denmark would have the same effect. * He states that all of these things were a bad omen suggesting that the ghosts appearance is a bad omen. The audience would therefore be interested to know if something like this happened in Denmark. At this point the tension increases and the audience would be on the edge of their seats watching the guards cross themselves for protection. As the ghost spreads its arms they would be straining to listen and hear what it had to say. Each time Horatio Asked it to speck what art thou, they would be willing it to reveal why it was there. As the cock crows action occurs as the soldiers try to strike the ghost, The audience would be full of astonishment by the fact that the ghost is really. Horatio then tries to restrain the ghost from leaving by striking it, still, it vanishes. Marcellus thinks that they have committed a grievous error in striking the ghost of the late king. The ghost had started like a guilty thing/Upon a fearful summons. Horatio recalls that traditionally the crowing of the cock was believed to awake the good of day and serve as a warning to all preternatural and erring spirits that the time has come to return to their confines. As dawn breaks, Horatio and the two officers decide to share the events of the night with prince hamlet, the late kings son. Now the audience would be thinking that the apparition was definitely evil. This scene ends on a hopeful note with the coming of the light the audience would have new hope that the ghost will speck to hamlet. They would be eager to find out his reactions. This scene ends on a note of suspense and mystery. This scene is full of devices to arouse the interest and silence a noisy audience. Tension, suspense and mystery are created through language and actions of the soldiers as they wait and confront the king s ghost on the castle battlements at Elsinore.
Sunday, October 20, 2019
A Separate Peace - Thematic Analysis
A Separate Peace Thematic Analysis Essay Peace brings up the theme of mans inhumanity to his fellow man. What makes this novel unique is that in protesting war, Knowles never overtly referred to the blood and gore of war; he showed the consequences of war, some paralleling the nature of war and some simply laying out how World War II affected noncombatants thousand miles away. There have been many books written about war, what happens, why it happens, and why wars should stop. Knowles explains through the life of Finny why war never will cease, with only one death in the entire book; a quiet one at that. When Gene is responsible for Finnys fall off the tree, the reader is in some confusion as to what really happened. All the book reads at this juncture is Holding firmly to the trunk, I took a step near him, and then my knees bounced and I jounced the limb. Finny, his balance gone, swung his head to look at me for an instant with extreme interest, and then he tumbled sideways, broke through the little branches below and hit the bank with a sickening, unnatural thud. The reader does not know whether it was accidental or intentional. It is not until later that Finny realizes that Gene is responsible for his crippling, and what a natural thing it was to do. Gene bounced the branch just to see if he could make the invincible Finny fall; at least, this is why Gene claims he did it. This is true, but at some level, Gene was scared of Finny, of his confidence, his abilities, and his potential for breaking records. Consider Genes paranoia over Finnys attempts to make him adventurous. Gene interprets these genuine acts of friendship as attempts to prevent him from reaching the top of the academic ladder. This paranoia parallels war in that after it is declared, no one is safe. Countries, leaders, people suspicious of all who are perceived as a threat, causing them to lash out at anyone even peripherally involved. Adequately proven in A Separate Peace, there are also historical examples: the Nazi death camps, the American Japanese-American relocation camps, and the McCarthyism of the fifties. Apparently, in America, the Constitution rules until war is declared, then paranoia and vindictiveness take charge. When Gene had the opportunity to get back at Finny, he did, which is so human it is disheartening. This tenet of our nature precludes, before it has even begun, the idea of world peace. Some country will always feel that another is stronger, or a threat, and initiate action. Another example of mans capacity for viciousness against his fellow is Lepers insanity. Leper, an outcast at Devon, was one of the first juniors to enlist. An avid naturalist, he was entranced by the ski patrol, zooming about on clean, crisp snow. When he discovered the horrible reality of war, he cracked. The students at Devon, when they heard this, acted like the human creatures they were; they laughed. It was a survival reflex, laughing at a horror they would soon been forced to endure. Picking on Leper, Brinker and his buddies revealed the human need to blame someone, to distract the eye from their own fear. A final example of mans inhumanity to man as shown in A Separate Peace is the inquiry by Brinker and his panel to find out what happened the day Finny broke his leg. Gene himself says of Brinker and the proceedings: Hes enjoying this, hes imagining himself Justice incarnate, balancing the scales. Hes forgotten that Justice incarnate is not only blindfolding the scales but also blindfolded. With Finny begging for him to stop, he relentlessly probed, determined to find the truth, a truth that helped no one and hurt everyone. Because Brinker insisted on proceeding with his little drama, Finny loses what was possibly one of his most precious possessions: Gene. All this playacting ultimately accomplished was one thing: Finnys death. The marrow of Finnys bones killed him, thus, it seems the symbolism is mans inner core will defeat him. Because we are human, we are imperfect, and the perfect among us symbolized by Finny cannot exist, so that ideal society will never become a reality. READ: Critical Essay On Sir Arthur Conan Doyle MoriartyThis novel illustrates man can be cruel to his fellow man. John Knowles A Separate Peace demonstrates why men go to war, and why they cannot stop. This remarkable feat is accomplished with the telling of a single unique individual and his death.
Friday, October 18, 2019
Britan Industrial Relations Sytem Essay Example | Topics and Well Written Essays - 3000 words
Britan Industrial Relations Sytem - Essay Example In the 19th century Britain was at the peak of its power it ruled over a huge territory. In fact the whole world. It is the leading industrial and naval power of the 19th century; it led the way in developing parliamentary democracy and in advance literature as well as science. The British industrial relations system has a long history and has gone through much change in recent years. Industrial relations are also known as employee relations. Employee relation is are partly concerned with groups of employees who are represented by trade unions (Ed 2004 p 4). There are three phases in the evolution of employee relations since the end of the World War II, the third one being the partnership approach. Until 1979 (date of the election of the Conservative Party), work relations were based on collective bargaining and collective agreement aiming to determine and regulate, in varying degrees, the terms on which individuals will be employed (Flanders 1968 p35), with a strong voluntarism encouraged massively and informally. The trade unions (basically, it is an association of wage earners, totally independent of employers pressure, who struggle to improve work conditions) had a lot of power and everything was negotiated through deals. A Trade Union, through collective bargaining can force employers to deal with labour as a collective identity, rather than isolated individuals and so, secure better the terms and condition of employment. Nevertheless, in 1979when the conservative party won the election, everything changed. The new government used a lot measures to restrict the role of trade unions. In addition, it introduced an enterprise culture in which individuals and organisations, rather than government, were to be held responsible for economic performance. Thus, as well as rejecting the maintenance of full employment as a major policy objective, they in effect abandoned the commitment of their
Leadership and Change Essay Example | Topics and Well Written Essays - 2500 words - 1
Leadership and Change - Essay Example This study discusses that while leadership and change have been analysed and discussed exhaustively using myriad theories and models, it has been widely accepted that no one theory or model is the unique solution. Leadership traits and change management are situation and individual based and being flexible to adapt and execute is the sure-fire way to success. Recognising the power of the mind to dictate the actions and behaviour of the individual, NLP or Neurolinguistic Programming (NLP) is emerging as a method with a lot of promise. This is touted as a method of programming the mind, emphasizing the mind-body-spirit connection. As the essay stresses behavioural flexibility is important because with dynamic situations, the ability to absorb, adapt and absorb are essential to arrive at the goal. Never being afraid to keep changing allows the solution to evolve naturally. The awareness of the fact that people or events cannot be controlled by us but by a self-management, our responses to them can be managed. To achieve this our skill and our ability to manage ourselves directly affect the extent to which we achieve your goals. That is what NLP aims for. Myers-Briggs is popular model used to determine personality types that in turn determine how they react to people and changing circumstances. Bass’s theory of leadership is based on the assumptions that awareness of task importance motivates people and a focus on the team or organization produces better work.
Grand Inquisitor and Jesus Essay Example | Topics and Well Written Essays - 250 words
Grand Inquisitor and Jesus - Essay Example The temptations were turning stones into bread, casting himself from the temple and the angels of God would come and save him before getting to the ground and being given the authority and power to rule all the kingdoms of the earth (Fyodor 29). The inquisitor says that Jesus rejected all this in favor of freedom. He believes that the majority of humans cannot handle this freedom given to them and that giving human’s freedom to choose prevents them from redemption, hence living them to suffer. The inquisitor feels that Christ was wrong to reject each temptation. He feels that he should have turned stones into bread since men will always fallow those who fill their stomachs. Casting himself from the temple would have proved his goodness in the people’s minds following him forever and governing all the kingdoms would guarantee their salvation. Jesus then kisses the inquisitor on his bloodless aged lips instead of responding to his accusations. The inquisitor releases him and tells him never to return (Amy 16). This finally shows the inquisitor’s sympathetic
Thursday, October 17, 2019
Primary Document Analysis Paper #1 Essay Example | Topics and Well Written Essays - 1500 words
Primary Document Analysis Paper #1 - Essay Example osing strategies have gained support as well as criticism with the conservatives supporting Washington’s view while the reformist tended to agree with DuBois. The difference in philosophy between these two leaders led to the emergence of the Bookerites and Niagarites. Booker Taliaferro Washington was among the great black educators in the late 19th century. Washington was very influential on the southern race relations. Washington advocated for an education method that was supported by his followers, but rejected by reformers. His philosophy had three important aspects. The first aspect was accommodation. In his view, he believed that the Black Americans should accept that they were inferior to the white Americas, and could not attain or get the same level or type of education that the white Americans were getting (Reagan & Ferris, 1989). The white Americans were given more opportunities to attain the traditional academic education. He encouraged the black Americans to accept the fact that they were inferior to the white Americans. Washington therefore encouraged the black Americans to tolerate discrimination and instead focus on gaining technical knowledge that would allow them to gain material wealth (Reagan & Ferris, 1989). He argued that this was the only ways that the black Americans can gain recognition and acceptance by the white Americans. The second aspect of the Washington’s perspective of black American advancement was the belief that money and trade were more important to the black Americans than political power (Booker, 1896). The third and probably the most important or noticeable aspect of the Washington’s perspective of the black Americans education was industrial education. Washington believed that education in craft, farming and trade was what the black Americans needed (Booker, 1895). He believed that industrial education would give the Black Americans the needed skills to help them gain material prosperity.In addition to that, he argued
Engineering ethics in Genetic Testing in Children Research Paper
Engineering ethics in Genetic Testing in Children - Research Paper Example Almost all infants born in the US will have their blood samples collected for the screening of a variety of hematologic, endocrine or metabolic conditions or their condition in relation to infectious conditions – during the week following their birth. These tests are administered under the oversight of the respective states, and the testing procedures were started after Guthrie’s call for the diagnosis of phenylketonuria in 1961 (Wilson and Jungner 473). Immediately after the enforcement of the policy, some groups were opposed to the recommendations, giving the reasons that the possibility of harm on some children and the lack of proper dietary intervention did not justify the administration of genetic testing (National Research Council 23). Later, in response to the expansion of public health screening, WHO (World Health Organization) called for the study that led to the 1968 recommendations by Wilson and Jungner (473), enumerating the conditions that met the criteria for mass screening. The policy recommendations remained in place for more than four decades, until the developments made in the field of medicine enabled some authorities to push for changes in the criteria used (Andermann et al. 317). However, irrespective of the changes that have been made, there is the general agreement that population-wide testing, the history of the subjects should be studied, the corrective procedures should be available, and cost-effective testing should be accessible (Institute of Medicine 57).
Wednesday, October 16, 2019
Women and Work in Preindustrial Europe Essay Example | Topics and Well Written Essays - 750 words
Women and Work in Preindustrial Europe - Essay Example Yet, with the importance of their work and the need that it filled, it was most often relegated to a lower status and was maintained servile to the power structure that it served. Most women during this period worked in occupations that were done at or near the home. The need to maintain a family life often kept them oscillating between short periods of employment and the duties of motherhood. Out of convenience and necessity, a woman's choice of occupations was limited from birth. As Hanawalt observes, "The division of labor by sex was set early in a child's life" (8). A woman's dowry would be the initial contribution that women would make to the economy. It was most often used to set up the household, and then used to keep it running (Hanawalt 17). The tilling of soil was a solely male domain, while women became the bakers, cooks, tailors, and thread makers. This was done to support the home life and generate supplemental income. The brewing of ale, to be used in the home, was a typical example of a steady outside income, as was spinning thread (Hanawalt 11). While the woman's dowry and marriage became a pooled resource to support a family, slavery was an institution that supported the manors and generated a source of unskilled labor. Though oppressive, slavery was, as Sturad remarks, "... an acceptable alternative to for the organization of unskilled labor through the medieval period" (39). The slave system provided the labor for processing goods for export, as governesses, and wet nurses. Women were given special respect based on a complex system that was defined by skill and rank. Caring for children was a valued skill and the ability to provide breastmilk to newborns was economically rewarded. The system of slavery, while filling a societal need with efficiency, was overwhelmingly populated by women. In Ragusa during the years 1280-1284, the ranks of the slaves were as high as 90% female (Stuard 44). A woman's contribution to the economy was often hidden behind the most visible signs of commerce and the layers of male dominance. However, there were professions that enabled women to climb in status through occupational work. Nursing was especially valued. The 4 year apprenticeship required for nurses and the bonuses given to accept apprentices relate the importance that the beginning 16th century placed on the skill. The occupation was wide in scope demanding nurses to perform as back up medical assistants during plague epidemics (Weisner 105). While the occupations that were very gender specific were often rewarding for women, often women were excluded from the normal channels of commerce. The crafts were generally maintained as a male dominion as was membership in most guilds. Though not legally barred from entering crafts, a woman would most likely enter the field through her family's or husband's business. The same was true of the status gained by entering a trade, as it would be lower than the male membership. Where wealthier men had even greater dominance, such as Exeter, organizations were formed that effectively barred women's participation by excluding them from select groups. Markets and commerce were not banned by law, but the prejudice of tradition as Kowaleski observed, "...effectively blocked any real chance of commercial success" (155). Single women and wives could rarely escape the lower status granted to them unless they married into a status.
Engineering ethics in Genetic Testing in Children Research Paper
Engineering ethics in Genetic Testing in Children - Research Paper Example Almost all infants born in the US will have their blood samples collected for the screening of a variety of hematologic, endocrine or metabolic conditions or their condition in relation to infectious conditions – during the week following their birth. These tests are administered under the oversight of the respective states, and the testing procedures were started after Guthrie’s call for the diagnosis of phenylketonuria in 1961 (Wilson and Jungner 473). Immediately after the enforcement of the policy, some groups were opposed to the recommendations, giving the reasons that the possibility of harm on some children and the lack of proper dietary intervention did not justify the administration of genetic testing (National Research Council 23). Later, in response to the expansion of public health screening, WHO (World Health Organization) called for the study that led to the 1968 recommendations by Wilson and Jungner (473), enumerating the conditions that met the criteria for mass screening. The policy recommendations remained in place for more than four decades, until the developments made in the field of medicine enabled some authorities to push for changes in the criteria used (Andermann et al. 317). However, irrespective of the changes that have been made, there is the general agreement that population-wide testing, the history of the subjects should be studied, the corrective procedures should be available, and cost-effective testing should be accessible (Institute of Medicine 57).
Tuesday, October 15, 2019
Comprehensive Plan to Improve Human Resources Essay Example for Free
Comprehensive Plan to Improve Human Resources Essay Whole Foods Market- a company that doesn’t think of itself as a company, but as a community of people working to make a difference in the world. At Whole Foods, the mission matters as much as the bottom line. But who is Whole Foods Market, and how does their Human Resource Management (HRM) play a role in the development of their culture or work environment? This comprehensive plan will describe Whole Foods Market’s history and the challenges and/or opportunities of the company. It will explore the effectiveness of the organizations current human resource practices with regard to the employees and describe strategies to improve the quality of those practices. Additionally, the impact of implementing the strategic improvements and how the organization would measure success upon implementation will be discussed. Whole Foods Market: The Organization Whole Foods Market is the world’s leader in natural and organic foods. With more than 270 stores in North America and the United Kingdom, the organization seeks out the best natural and organic foods obtainable; while preserving better-quality standards in the industry. According to Porter and Kramer (2009), the intention of the organization is to sell organic, natural, and healthy food products to its consumers who are passionate about food and the environment. Whole Foods Market focuses on unrefined foods, health and nutrition. They are definitely not like any other grocery store. Their ultimate goal is to become an international brand identical with not just natural and organic goods, but also with being the greatest food retailer in every community in which they are located. Therefore, Whole Foods Market must purposefully plan and assess the marketing of its goods according to the demand of the customers (Whole Foods Market, n. d). For the last thirteen years, team members at Whole Foods Market, named their company as one of Fortune magazine’s â€Å"100 Best Companies to work for. †In 2010, they were ranked number eighteen. Whole Foods is acknowledged for its team-based operations and employee-oriented work culture, which are considered to be the foundations of its development and success within the industry (Whole Foods Market, n. d. ). Whole Foods Market takes pride in setting themselves apart from their competitors within the industry. No matter how much the company excels in size or makes changes to the organization, the organization supports change by establishing and maintaining seven core values. According to Whole Foods Market (n. ), the core values are â€Å"selling the highest quality of natural and organic products available, satisfying and delighting customers, supporting team member happiness and excellence, creating wealth through profit and growth, caring about the community and environment, creating an ongoing win-win partnership with suppliers, and promoting the health of stakeholders through healthy eating education. †Included in these core values are open communication and transparency, education and training, and staff empowerment. No matter how large a company Whole Foods Market becomes, they preserve what makes them unique through these core values. Whole Foods Market: Challenges and Opportunities As with many organizations, the past economic down turn has caused many organizations to face a lot of challenges and to make difficult business decisions. Whole Foods Market created a permanent modification in how they operate many vital areas of the business. This year, 2010, the company’s business model includes continued focus on vital areas of the company by focusing in on purchasing with regards to the business while creating more worth for the consumer regarding pricing (Whole Foods Market, n. d). In the letter to the stakeholders (2009), Mackey, CEO desires to stay focused on dropping operating cost without harming the customer experience. Additionally, he states that as an organization they are committed to being better custodians of capital and producing free cash flow on a yearly basis. In the future, Mackey foresees new smaller stores that are less expensive, and an increase return on invested capital. A recent 2009 SWOT Analysis of the organization from Datamonitor (2009) listed some additional opportunities such as the recent strategic acquisitions that helped in strengthening their market position. These acquisitions also help the organization to expand its operations in the natural and organic foods markets as well as increase its client base and the number of product categories. One acquisition in particular is the merge with Wild Oats Market in 2007. Other opportunities recorded by Datamonitor (2009) include the growing demand for private label products. Recent economic conditions have warranted companies to offer less expensive private label products as an alternative to the customers’ needs. Whole Foods Market: Human Resource Management Strategies What makes Whole Foods stand out from others in the industry is not a single management process but a distinctive managing structure which includes Human Resource Management support. According to Rose and Kumar (2006) it is important that organizations utilize HRM practices that make best use of its employees, and that is just what Whole Foods Market has done. For example, at Whole Foods, the basic organizational unit isn’t the store but small teams that manage departments such as fresh produce, prepared foods, and seafood. Teams are consulted on all store-level decisions and they have been given a degree of independence that is very unique in the industry (Whole Foods Market, n. d). According to Hamel (2006), each team makes decisions concerning stock, and new hires. Bonuses are paid to the teams, not to individuals. Members have access to comprehensive fiscal information, including the details of every coworker’s wage. Whole Foods Market has been very successful with their ability to recruit and retain good employees. The recruiting process is exceptionally unique. According to Whole Foods Market (n. d), applicants are generally screened by store management or by a human resources person through a preliminary interview. Once the individual is screened for overall job skills and qualifications, the application is referred to the appropriate department managers for a final interview. The final interview process may be conducted by a team or panel depending on the position. Team member’s partaking in group interviews is one way the company puts its culture of empowerment into action. Hamel and Breen (2007), state that this recruiting process is used for all new employees; including those hoping to join teams at Whole Foods’ center of operations, such as the national IT or finance groups. Additional HRM practices include the organizations focus on compensation and incentive based rewards. According to Erickson and Gratton (2007), this is one of the main components of their rewards system within the organization. Each team’s compensation is directly linked to how well that team functions. Team performance is considered in terms of overall productivity; profit-sharing based on those numbers are added directly to each team member’s compensation. Teams are responsible for a different product category or aspect of store operations such as customer service, prepared foods, or grocery, among others. Whole Foods believes in a company-wide awareness of sharing the fate of the business by combining the wellbeing of team members as directly as possible with the interests of the shareholders. The organization uses a gain sharing program to reinforce concept. This program rewards things that members of the team can control such as work efficiency which gives members a direct stake in the victories of the company (Whole Foods Market, n. d). Whole Foods also encourages stock ownership options in plans such as the Team Member Stock Option Plan. Within this plan, all members are entitled to receive a grant of stock options each year. According to the United States Securities and Exchange Commission (2007), the grant has two components: the Annual Leadership Grants identify and motivate team member performance; and the Service Hour Grants identify team member service within the Company. Another plan is the Team Member Stock Purchase Plan. Through payroll deductions, all non-seasonal team members with at least 400 service hours may choose to buy unlimited shares of stock at 95% of market worth on the purchase date. Whole Foods Human Resource practices are effective because the culture allows for an atmosphere of transparency, with open books and open people. These processes include the organizations team process which allows for autonomy and a high level of responsibility of line staff. Through such a practice, members use their decision-making authority to take part in driving the business forward. Additionally, the team process promotes healthy competition, trust between members. Whole Foods Market: Recommended Strategies for Improvement Although Whole Foods HRM practices seem successful, there is room for improvement. The following strategies are recommended in the area of team implementation and practices: * If the organization maintains the team concept it is important that management ensures that members do not to obstruct the team authority over the individual. Members should merely feel responsible to each other, but still free to be themselves. Members should also be recognized as individuals. Individuals have a need to be recognized for hard work and individual achievement. Providing a reward system for individual milestones and achievements might also allow for successful company performance. * The organization should provide opportunities for personal growth and promotion through training and education. * The organization should ensure that there are no cliques within the teams. Cliques could make it difficult to maintain cohesion and cooperation within the team. Management should also ensure or encourage subtle unsanctioned norms that steer the actions of team members, saying what’s suitable and what’s not suitable behavior especially within the recruitment process in which members choose their team members. * The organization should periodically evaluate the alignment of team compensation and incentives for the work that is likely to be performed. * HR should monitor changes in team compensation systems to ensure the organization’s compensation is clearly understood by staff and that any changes, including team incentive pay, is also communicated. HR should ensure that employees within the team are able to see and understand the goals of the team, and gain an understanding of his or her importance as a member. These improvement strategies can only make Whole Foods Market more successful than they are already. These improvements will drive the business success, by assisting in promoting productivity, by increasing job satisfaction and retention, and by increasing profits within the organization. Whole Foods Market: Plan Evaluation and Measurements Before implementation of new strategies, employees will be informed of the proposed implementation and changes. Managers will ensure that staffs understand what is being implemented and the impact to employees if any. The success of this plan will be evaluated by reviewing the success of the implemented strategies periodically to ensure continuous improvement. The evaluation of the strategies will include internal assessments and/or employee surveys/questionnaires. The internal assessments and/or employee surveys/questionnaires will be aimed to ascertain the employees’ satisfaction of those methods and strategies. Results of the evaluation and measurements will be compiled and reviewed by the organizations HR team. The team will seek to: (1) determine if implemented strategies are predictive of organizations mission and business plan, (2) understand how implemented strategies improved or did not improve current HR practices and finally, (3) determine if there is a relationship between the implemented strategies and overall retention and job satisfaction. If the results are satisfactory, strategies will continue to be implemented monitored and reviewed. Results that are unsatisfactory will be discussed with employees to determine why the implemented strategy was not a success and to determine necessary changes if applicable. Whole Foods Market: Conclusion In conclusion both management and HR play an important role in the strategy and betterment of Whole Foods Market. This organization has already established a culture that reduces fear and increases trust. The company prides itself in the transparency between management level staff and line staff. Implementation of these strategies will only assist to increase employee satisfaction and retention.
Monday, October 14, 2019
Marketing Advertising in the Hotel Industry
Marketing Advertising in the Hotel Industry Until recently research on advertising appeals focused on either physical products or a comparison in relation to the way in which advertising appeals differed between products and services (predominantly professional services). With the continuing growth in the MICE and 5 star resort hotel market, the purpose of this paper is to look at the effectiveness of rational and emotional advertising appeals with respect to the MICE and 5 star resort hotel sector and provide a foundation for further study in this area. Introduction â€Å"Advertising appeals†are essentially the methods which advertisers employ to sell products and services. Some of the more common forms of advertising appeals include money (saving, making and/or retaining), well being, sex, health, fun, pleasure, love, fear, admiration, convenience, vanity, egotism and environmentalism. Different forms of advertising appeals are more effective for selling different types of products or services. Likewise, cultural factors play a large role in how well a particular advertising campaign is received by consumers. Within the Meetings, Incentives, Conferences and Exhibitions (â€Å"MICE†) and 5 star resort hotel industry, advertising appeals are generally classified according to whether they are rational or emotional appeals. The difference between how effective each of these is can only be ascertained when the customer’s preferences are taken into account. However, it should be remembered that the use of advertising appeals is not a precise science and that the difference between a campaign which is highly effective and one that is not can often be the matter of a few words or the use of the wrong colour. The most important factor with respect to the effectiveness of advertising appeals are the existing customer attitudes toward the product or service and the need or want that the customer is seeking to have the product or service fulfil. It is not therefore surprising that an advertising appeal which is effective in engaging business customers may not fare as well when appealing to leisure customers. The purpose of this paper is therefore to examine, both by secondary and primary research methods, the which type of advertising appeal (ie rational or emotional) is most effective when selling MICE and 5 star resort hotels to leisure and business clients. However, it should be noted that due to time and cost restraints the scope of this paper is limited in two important respects. There is no intention to examine customers who have never used a MICE and 5 star resort hotel before and the cultural aspects of advertising appeals is only briefly touched upon. 2. Aims and Objectives The aims and objectives of this paper are to determine the extent to which rational and emotional appeals apply to MICE and 5 star resort hotels. While the usefulness of various types of advertising appeals within the service sector generally has been researched quite extensively, this paper seeks to determine whether or not that general research can be applied equally to MICE and 5 star resort hotels. The peculiarity that is thrown up by MICE and 5 star resort hotels is that they have to appeal equally to both business and leisure consumers. Whereas most service businesses can focus on one sector of the market alone, MICE and 5 star resort hotels need to be able to attract both types of customers which can make creating an advertising campaign particularly treacherous as different appeals apply to each group. Furthermore, each type of customer group can be broken down into various further categories, for instance personal, family, tour groups, returning or first time clients, conference, by income, by age, etc. In light of the innumerable combinations and types of MICE and 5 star resort hotels, it is important to limit the extent of the research. As such, the focus of this paper is limited to MICE and 5 star resort hotels. These types of establishments only seek to attract the right type of clientele and as such are able to focus their marketing on certain sectors of the population and thereby limit the types of advertising appeals they need to rely upon. 3. Providing a rational for the work This work has both a theoretical and practical basis. From a practical point of view, the MICE and 5 star resort hotel sector is particularly competitive and the clientele is extremely discerning. There are always newer, more fashionable 5 star resort hotels or conference centres opening up and therefore it is extremely important that MICE and resort hotels understand how to market effectively to those sectors which are most likely to use their services. From a theoretical standpoint, research into the rational versus emotional dichotomy as it applies to the service industry is only now being touched upon. Even where it is being touched upon, the research often starts with the way in which emotional and rational appeals affect the marketing of physical products and then compares this to the way in which service advertising appeals are used. By focusing on a specific industry sector, MICE and 5 star resort hotels, this research is able to provide important feedback to the general theoretical position as to how well that research holds up in specific circumstances. By examining the most effective advertising appeals for the MICE and 5 star resort hotel sector, this paper aims to provide a solid foundation for both future academic research in this area and also to provide MICE and 5 star resort hotels with practical information which can be used to better tailor their advertising campaigns and most importantly, to avoid making mistakes the damage from which, particularly in a fast paced industry, can take years to undo. 4. Literature Review and Theoretical Framework In order to determine when it is most appropriate for MICE and 5 star resort hotels to use rational and emotional appeals it is first necessary to create a theoretical framework based on a critical review and synthesis of the relevant work in this area. With such a theoretical framework in place, it will then be possible to come to a conclusion as to the merits of both rational and emotional appeals as they apply to MICE and 5 star resort hotels. It is first important to clearly define the terms being referred to. An advertising appeal is defined by Wells, Burnett and Moriarty as, â€Å"something that makes the product particularly attractive or interesting to the consumer.†There are many types of advertising appeals that can be relied upon (sex, price, fear, etc), but as Albers-Miller note, most authors agree that overall all advertising appeals can be classified as either being rational appeals and emotional appeals. A rational appeal is, â€Å"a form of argument and motivation used in the promotion of products and services. Rational factors, including facts and figures, advantages and benefits, are used in an appeal to consumers’ intellects, rather than their emotions†, while an emotional appeal is where, â€Å"the basis of an advertising message having strong emotional character.†Some examples of rational appeals are; for products, the top speed of a car, the processing power of a computer and the memory size of an MP3 player; and for services, the leg room on a flight and the savings made when travelling on off peak public transport. Examples of emotional appeals include; for productions, the sex appeal of a new sports car and the popularity that comes from drinking certain alcoholic beverages; and for services, the possibilities which open up to a consumer once they obtain a certain credit card and the sex appeal of the latest, must-see Hollywood blockbuster which everyone is talking about. One of the main themes that comes through in the literature in this area is that there has been a lack of empirical research undertaken which focuses predominantly on the role of advertising appeals with respect to service industries. This is somewhat surprising when one considers that most Western economies are now service-based economies. As Mattila notes, this growth in the level of interest in services marketing has not corresponded in a similar level of interest in how service quality is communicated rather, most current research has focused on a comparison between service and goods advertising and even when focusing on services, has concentrated on professional as opposed to retail services. While the research may not have kept pace with the fundamental shift in the underlying economic foundations of Western economies, it is now quickly catching up with interest in this area increasing. While the level of general research in the area of advertising appeals and how they relate to service industries increases and the understanding of the differences between goods and services marketing increases, an opportunity exists for researchers to use this developing research base as a theoretical foundation from which to focus on more specific market segments. As such, the focus of this paper, while falling within the broad scope of the current research with respect to advertising appeals in service industries aims to focus in on a much more specific sub-set of this research area; that of the effectiveness of rational and emotional appeals in advertising MICE and 5 star resort hotels. At the same time as focusing in on a specific area of the advertising appeals in service industries research, it is important that this specific area be considered within the context of the marketing strategies of MICE and 5 star resort hotels as a whole. An organisation which wants to make the most effective use of advertising must have a clear understanding of the market segments that they are targeting and an overall marketing mix which allows them to focus their resources on communicating with that segment of the market. Advertising is only one part of the marketing mix and where the other parts are not working effectively, advertising will not provide the highest return on investment possible. Finally, it is important to take into account the environment (and in particular the external environment) in which MICE and 5 star hotels operate in when considering which advertising appeals are most likely to be effective. For instance, in times of rapid growth and high disposable income or when tax breaks are provided for entertaining, MICE and 5 star hotels would be wise to avoid focusing on appealing to the cost savings that can be made by staying with them. Rather, at these times, rational appeals are unlikely to be as necessary as emotional appeals as the necessity for a customer to substantiate a decision rationally is not as great. Before being able to consider the market segmentation that MICE and 5 star resort hotels target, it is important to define the market in which they operate. The market in which they operate can be defined broadly as, for instance, all hotels and resorts, all holidays, all business communication methods, etc; or specifically as all 5 star hotels, all hotels in a particular location, etc. Because of the diverse nature of MICE and 5 star resort hotels, it is almost impossible to come to a determination as to a market in which specific hotel operates as this will be influenced by cultural, geographic and other features. However, it is a little simpler to determine the market segments that MICE and 5 star resort hotels are interested in targeting. The market segments that all MICE and 5 star resort hotels are interested in targeting are business customers and wealthy individuals. As noted above, advertising is a sub-set of an organisation’s overall marketing mix. As such, before proceeding, it is important that the distinction between marketing and advertising is clearly set out. Marketing has been defined by the (British) Chartered Institute of Marketing as, â€Å"the management process responsible for identifying, anticipating and satisfying customer requirements profitably.†Advertising is defined by the Institute of Practitioners in Advertising as, â€Å"advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.†The marketing mix refers to the â€Å"price/value proposition†and is, as expanded on by Kotler, often referred to as the four P’s; Product, Place, Price and Promotion. The Product refers to the good or service that the supplier wishes to sell and which the consumer wishes to buy; Place refers to the convenience of buying the goods or services; Price refers to the cost to the consumer of the goods or services; and Promotion refers to the ways in which the supplier and customer communicate with each other. Advertising comes within the ambit of the promotion function. When applying the marketing mix to MICE and resort hotels, one observes that in general the Product is appealing (this may not apply to such an extent in countries in which the idea of staying in hotels is a relatively new concept for a majority of the population); with respect to the Place, while requiring travel to reach and therefore not being entirely convenient to most people, most MICE and resort hotels are located close to either business districts or leisure areas (eg beaches) meaning that while the location may not be entirely convenient, the location is generally desirable; MICE and 5 star resort hotels are generally price prohibitive with a strong emphasis on catering for company functions and higher level clientele; finally, with respect to Promotion, MICE and resort hotels rely on strong business focused advertising and word of mouth. With respect to Porter’s generic strategies matrix, MICE and resort hotels clearly aim for the niche market which is distinguished by high differentiation and high relative costs. That said, while MICE and resort hotels aim to represent themselves as being highly differentiated, exclusive and expensive, they are in fact extremely similar and operate on a low cost principle. As such, it is important for MICE and resort hotels to maintain this faà §ade and to ensure that customers’ experiences of cognitive dissonance are kept at a minimum. This faà §ade that all â€Å"cathedrals of consumption†must maintain, this separation from the mundane events of everyday life, is particularly evident in MICE and 5 star resort hotels. These establishments must be able to offer an entire â€Å"package†not only satisfying a guests physical needs, but also satisfying their wish to be deceived, to believe that for the length of their stay they are deserving of the 5 star treatment that they are receiving even through the next day they their office-bound mundane life. Williamson summarises this â€Å"package†element which applies to all purchases best when he writes: â€Å"Advertisements are selling us something else beside consumer goods; in providing us with a structure in which we and those goods are interchangeable, they are selling us ourselves†¦ Ideology is the meaning made necessary by the condition of society while helping to perpetuate those conditions. We feel a need to belong, to have a social place; it can be hard to find. Instead we may be given an imaginary one.†A supplementary point which arises from Williamson’s statement is that of the language of consumption. Many potential consumers are put off purchasing new goods or services because they do not have experience in having used them previously. For instance, someone who normally eats dinner on the couch in front of the television will be extremely reticent to eat dinner in a 5 star restaurant in which a knowledge of dining etiquette is expected. While this reluctance to try new things increases with age, it can be bridged in several ways. Advertising is a particularly effective means of overcoming potential consumers’ fears of try something new. By using analogies which relate the new product with something that the customer has already used and feels comfortable with advertisers are able to provide new consumers with the consumption queues necessary to use the new good or service and feel more comfortable doing so. In general, such techniques are not often used by MICE and 5 star resort hotels in places in which their use is understood by consumers. In societies in which the role of these hotels is understood by consumers, the aim of their advertising, is to create demand within the specific market segment that they are targeting. As such, it is almost the opposite of teaching new consumers how to use the services. These establishments are more likely to assume that those they are targeting understand how to use their services and are more likely to try to limit the understanding of their services by the general population. This is usually done through language and by offering services which are extremely specialised (eg tens of different types of facials, massages, etc) which are intended to intimidate the average consumer. Cognitive dissonance occurs when a person’s expectations are not met meaning that their level of satisfaction is low. With respect to guests’ perceptions of hotels, Saleh and Ryan write that, â€Å"†¦it is imperative that guests’ expectations be realistic and possible for the firm to deliver, otherwise an obvious gap in service quality is created.†One advantage that MICE and 5 star resort hotels have over other hotels and resorts is that a large portion of their clientele are not required to pay for their own accommodation. In situations in which the accommodation costs are being met by a third party, it is unlikely that any potential feelings of cognitive dissonance will be as strong as those of someone who has booked and paid for a hotel or resort themselves. Furthermore, any such feelings by a guest who is staying at someone else’s expense are more likely to be directed at the payer, who should have chosen a better quality hotel or resort, rather than directed at the actual hotel or resort. In addition, for guests of MICE and 5 star resort hotels, the actual hotel is normally a background factor (ie to a conference, the beach, an event, etc). These guests have other matters to occupy them. This contrasts with individuals who stay at a resort hotel that they have paid for themselves and where actually being at a resort hotel is the focus of their trip. As noted above, Mattila focuses on what she believes to be a gap in the studies examining services advertising. She believes that most of these studies focus on tangibilizing the offering or â€Å"making the service more concrete†and as a result of this a gap exists with respect to knowledge about the role emotional advertising appeals play in services advertising. What is important to keep in mind when advertising either products or services is that the advertising appeal has to match the product or service type. Albers-Miller et al note that previous research on this point has found that, â€Å"a more emotional (value-expressive) appeal should be used for a value-expressive product and a more rational (utilitarian) appeal should be used for a utilitarian product.†The way in which advertisers determine the best combination of rational and emotional appeal is assisted by the level of involvement model developed by Vaughn and adapted by Foote, Cone and Belding. That model focuses on products but provides a useful tool for understanding the differences between rational (thinking) and emotional (feeling) appeals. The four options are, high involvement/thinking which relates to high importance purchases such as cars and houses and the message should be based on â€Å"long copy, informational demonstration, comparative†; low involvement/thinking which relates to routinely purchased products such as food and items for the house and the message should be based on â€Å"coupons and samples†; high involvement/feeling which relate to a customer’s self esteem such as make up, jewellery and clothes and the message should be based on â€Å"emotional and visual†triggers; and low involvement/feeling which relates to products which satisfy personal cravings such as alcohol, snack foods and cigarettes and the message should be â€Å"creativity and lifestyle†based. How well these levels of involvement transfer to the service sector is still open to debate. If one was to take the same levels of involvement and attempted to determine which group MICE and 5 star resort hotels fall into, one might have difficulty as they do not fit cleanly into any of the categories. In general, a large proportion of business-to-business type advertising relies on rational appeals due to the fact that buyers tend to be knowledgeable about the products or services that they are buying and are seeking supportable justification for their purchasing decisions. As Stafford and Albers-Miller note, â€Å"†¦rational informative advertising appeals may help reduce some of the uncertainty often associated with the purchase of services.†That said, in today’s marketplace, it is unlikely that rational advertising appeals would be made without consideration of the emotional aspects. As such, essentially what is being said when one refers to a rational appeal is not that the emotional aspects of the appeal are not present, but that they are used more subtly and as a backdrop to the advertising campaign. As Albers-Miller et al argue: â€Å"†¦there is no reason not to include an emotional appeal and service information and benefits. Indeed many advertising practitioners would argue that this juxtaposition is one of the aims of good advertising – informing the consumer and stimulating a response through appeals to emotional, right-brain influences. However, there still needs to be some guidance given as to where we lay the emphasis in this area or emotions and rationality. And this is especially true in diverse cultures.†The importance of emotional appeals is especially important today when product differentiation is becoming more and more difficult. With respect to the MICE and 5 star resort hotel market sector, while some of these hotels are able to differentiate themselves on the basis of location, facilities and other competitive advantages, the general level of such differentiation is not great. Most people using the facilities of a MICE and 5 star resort hotels expect that certain levels of service and facilities are available. As the, â€Å"USP (unique selling proposition) is fast disappearing, then what becomes correspondingly more important is the ESP – the emotional selling point.†With respect to the advertising that MICE and 5 star resort hotels engage in, it is important for them to ensure that they are using the most effective advertising appeals necessary to persuade the targeted market segment. Louise Ha argues that the study of advertising appeals with respect to the services market has been hampered by a failure to differentiate between service firms. She believes that the type of service firm should be taken into account when determining the appropriate advertising appeals to use and relies on Zeithaml’s classification of services into three categories which are; â€Å"high on search attributes (performance of the service can be known before consumption); high on experience attributes (attributes that can only be discerned after purchase or during consumption) such as haircut and restaurants. These services are non-professional services that can be substituted by self-service of the consumer; and high on credence attributes (attributes that consumers may still find them impossible to evaluate after consuming the service) such as medical services and repair services. These are professional services that require special training or license.†MICE and 5 star resort hotels can be classified as being high on experience attributes. It should also be noted that MICE and 5 star resort hotels operate in a global marketplace. Albers-Miller et al have studied the differences between rational and emotional appeals across cultures (and in particular, Brazil, Taiwan, Mexico and the USA). They conclude that, â€Å"culture appears to play a significant role in the use of emotional and rational advertisements for services, and anthropological measures of culture provide some insight into the differences in emotional appeals.†They also note that across cultures business customers, the main target segment for MICE and 5 star resort hotels, â€Å"tend to make decisions based on more rational criteria†¦ [and that] across cultures, cognition changes little, while emotions change considerably.†While the cultural aspects of rational and emotional advertising appeals with respect to MICE and 5 star resort hotels is beyond the scope of this paper, it does provide an interesting area of research for future studies. While the differentiation between rational and emotional appeals seems like a simple and logical distinction to make, the distinction is largely artificial as an advertising campaign which solely relies on rational or emotional appeals is unlikely, if not impossible. As such, the difference between the two in an advertising campaign is the level of emphasis that is given to one over the other. Both will be used, the decision is rather how best to combine the two for maximum effect. 5. Methodology When considering the type of methodology to employ the choice is between primary or secondary research methods. Primary research methods refer to those that generally require replies from and interaction with service users such as questionnaires, focus-groups and interviews (ie fieldwork). On the other hand, secondary research methods rely on reviewing books, articles, statistical data, etc (ie deskwork). While primary research is generally viewed as being superior to secondary research, this is not always the case. Primary research is almost always hampered by cost considerations, the sample size used, the manner in which the sample population has been decided upon, researcher bias, etc. In light of cost considerations, it is almost always more cost effective to ask yourself whether or not someone else has already done this research and if so to begin at that point and then use primary research to fill in any gaps or specific areas which have not been addressed in the depth required. Secondary research also has its own problems which include such factors as the fact that it is reliant on someone else’s primary research with all the inherent problems that presents as set out above, the researcher is limited to the questions raised in the secondary materials, etc. As such, it is important that in secondary research, the sources of the information to be used are reliable (ie government sources, peer reviewed journals, text books written by qualified authors, etc). In light of the above considerations, it is important that any market research conducted uses a balance of primary and secondary research methods. In the case of this paper, it was found that there was an array of literature (secondary sources) on advertising and the service sector. However, there was less to be found when one looked at the area of MICE and resort hotels specifically. As such, while secondary research could take us to a point, from that point it was necessary to use primary research methods. The most common primary research methods are interviews, questionnaires, surveys, focus groups and secret visits. As the objective of this paper is to determine the most effective methods of advertising appeals with respect to MICE and resort hotels, some of the primary methods referred to above will not be appropriate. MICA and resort hotels cover a large cross-section of the market and large distances. As such, secret visits to the hotels would not only be cost prohibitive, but would be unlikely to provide the necessary data required. On the other hand, as most of the users of these services are UK-based, a focus group may be more appropriate for personal holiday makers. In light of the practical issues of setting up a focus group of business users, questionnaires may be more appropriate for that sector of the market. A decision was finally made to make use of a questionnaire and a focus group. Both would target people who had already used MICE and 5 star resort hotels on the basis that this was the segment of the market that these hotels were targeting. It was decided that an attempt to include customers who had never stayed in a MICE and 5 star resort hotel would be too much for a paper of this length however, it would remain a potential area for future research. With respect to the design of the questionnaire, it was decided that while quantitative responses are the easiest to compile and analyse, they do not give the depth of information that can be gleaned from qualitative answers. Furthermore, in order to be statistically valid, a quantitative questionnaire would need to involve a large, randomly selected sample base. Due to cost and time limitations, this was not considered feasible and as such, it was thought most appropriate to concentrate on a smaller, specifically selected sample of the market segment being targeted and an analysis of their qualitative responses with a clear statement as to the understood limitations of proceeding in this way. 6. Findings, analyses and evaluation The purpose of this dissertation is to determine the extent to which rational and emotional appeals apply to MICE and 5 star resort hotels. A review of secondary sources and current research on the topic showed that this is an area which has suffered from a lack of research interest to date. While Mattila’s work provides a strong overview of advertising appeals as they relate solely to the service sector (as opposed to dealing with them solely in comparison with products), her work is quite broad and as such, while it is used as a starting point for this paper, it was necessary to supplement the secondary research and theoretical framework with primary research which consisted of a questionnaire and focus group. Further primary research was deemed not feasible due to cost and time constraints. In total, 150 questionnaires were posted or handed out. Due to the small sample size, the participants were targeted (eg businesses which book MICE and 5 star resort hotels for conferences, people leaving MICE and 5 star resort hotels, etc). Of the 150 questionnaires posted or handed out, thirty were returned. This was considered to be a reasonable level of returns in light of the type of person being asked to complete them (ie busy individuals who work long hours). A summary of the questionnaire replies are set out in Appendix 2. Due to the qualitative nature of the replies, statistical analysis of the responses is not feasible. However, they do provide an interesting insight into the way in which advertising appeals are able to influence guests of MICE and 5 star resort hotels. Along with the questionnaire, a focus group was used to try to determine in a more direct fashion people’s attitudes to MICE and 5 star resort hotels and more particularly, what effect advertising appeals had on their purchasing behaviour. As with the questionnaire, the group chosen was not chosen randomly, but rather was selected from people who had already used MICE and 5 star resort hotels in the past. Participants were shown various advertisements (not only limited to MICE and 5 star resort hotels) and asked to discuss various propositions put to them. Once again, the results were qualitative and as such not appropriate for statistical analysis. While the response to the questionnaire was not particularly high, those individuals that did respond provided some particularly interesting replies. Predictably perhaps, most responses were from middle aged, well educated men. This group is the market segment that most MICE and 5 star resort hotels seek to target with their advertising. However, the strong response by women suggests that those MICE and 5 star resort hotels that are spending most of their advertising budgets targeting men may be missing out on a large segment of the market which may still Marketing Advertising in the Hotel Industry Marketing Advertising in the Hotel Industry Until recently research on advertising appeals focused on either physical products or a comparison in relation to the way in which advertising appeals differed between products and services (predominantly professional services). With the continuing growth in the MICE and 5 star resort hotel market, the purpose of this paper is to look at the effectiveness of rational and emotional advertising appeals with respect to the MICE and 5 star resort hotel sector and provide a foundation for further study in this area. Introduction â€Å"Advertising appeals†are essentially the methods which advertisers employ to sell products and services. Some of the more common forms of advertising appeals include money (saving, making and/or retaining), well being, sex, health, fun, pleasure, love, fear, admiration, convenience, vanity, egotism and environmentalism. Different forms of advertising appeals are more effective for selling different types of products or services. Likewise, cultural factors play a large role in how well a particular advertising campaign is received by consumers. Within the Meetings, Incentives, Conferences and Exhibitions (â€Å"MICE†) and 5 star resort hotel industry, advertising appeals are generally classified according to whether they are rational or emotional appeals. The difference between how effective each of these is can only be ascertained when the customer’s preferences are taken into account. However, it should be remembered that the use of advertising appeals is not a precise science and that the difference between a campaign which is highly effective and one that is not can often be the matter of a few words or the use of the wrong colour. The most important factor with respect to the effectiveness of advertising appeals are the existing customer attitudes toward the product or service and the need or want that the customer is seeking to have the product or service fulfil. It is not therefore surprising that an advertising appeal which is effective in engaging business customers may not fare as well when appealing to leisure customers. The purpose of this paper is therefore to examine, both by secondary and primary research methods, the which type of advertising appeal (ie rational or emotional) is most effective when selling MICE and 5 star resort hotels to leisure and business clients. However, it should be noted that due to time and cost restraints the scope of this paper is limited in two important respects. There is no intention to examine customers who have never used a MICE and 5 star resort hotel before and the cultural aspects of advertising appeals is only briefly touched upon. 2. Aims and Objectives The aims and objectives of this paper are to determine the extent to which rational and emotional appeals apply to MICE and 5 star resort hotels. While the usefulness of various types of advertising appeals within the service sector generally has been researched quite extensively, this paper seeks to determine whether or not that general research can be applied equally to MICE and 5 star resort hotels. The peculiarity that is thrown up by MICE and 5 star resort hotels is that they have to appeal equally to both business and leisure consumers. Whereas most service businesses can focus on one sector of the market alone, MICE and 5 star resort hotels need to be able to attract both types of customers which can make creating an advertising campaign particularly treacherous as different appeals apply to each group. Furthermore, each type of customer group can be broken down into various further categories, for instance personal, family, tour groups, returning or first time clients, conference, by income, by age, etc. In light of the innumerable combinations and types of MICE and 5 star resort hotels, it is important to limit the extent of the research. As such, the focus of this paper is limited to MICE and 5 star resort hotels. These types of establishments only seek to attract the right type of clientele and as such are able to focus their marketing on certain sectors of the population and thereby limit the types of advertising appeals they need to rely upon. 3. Providing a rational for the work This work has both a theoretical and practical basis. From a practical point of view, the MICE and 5 star resort hotel sector is particularly competitive and the clientele is extremely discerning. There are always newer, more fashionable 5 star resort hotels or conference centres opening up and therefore it is extremely important that MICE and resort hotels understand how to market effectively to those sectors which are most likely to use their services. From a theoretical standpoint, research into the rational versus emotional dichotomy as it applies to the service industry is only now being touched upon. Even where it is being touched upon, the research often starts with the way in which emotional and rational appeals affect the marketing of physical products and then compares this to the way in which service advertising appeals are used. By focusing on a specific industry sector, MICE and 5 star resort hotels, this research is able to provide important feedback to the general theoretical position as to how well that research holds up in specific circumstances. By examining the most effective advertising appeals for the MICE and 5 star resort hotel sector, this paper aims to provide a solid foundation for both future academic research in this area and also to provide MICE and 5 star resort hotels with practical information which can be used to better tailor their advertising campaigns and most importantly, to avoid making mistakes the damage from which, particularly in a fast paced industry, can take years to undo. 4. Literature Review and Theoretical Framework In order to determine when it is most appropriate for MICE and 5 star resort hotels to use rational and emotional appeals it is first necessary to create a theoretical framework based on a critical review and synthesis of the relevant work in this area. With such a theoretical framework in place, it will then be possible to come to a conclusion as to the merits of both rational and emotional appeals as they apply to MICE and 5 star resort hotels. It is first important to clearly define the terms being referred to. An advertising appeal is defined by Wells, Burnett and Moriarty as, â€Å"something that makes the product particularly attractive or interesting to the consumer.†There are many types of advertising appeals that can be relied upon (sex, price, fear, etc), but as Albers-Miller note, most authors agree that overall all advertising appeals can be classified as either being rational appeals and emotional appeals. A rational appeal is, â€Å"a form of argument and motivation used in the promotion of products and services. Rational factors, including facts and figures, advantages and benefits, are used in an appeal to consumers’ intellects, rather than their emotions†, while an emotional appeal is where, â€Å"the basis of an advertising message having strong emotional character.†Some examples of rational appeals are; for products, the top speed of a car, the processing power of a computer and the memory size of an MP3 player; and for services, the leg room on a flight and the savings made when travelling on off peak public transport. Examples of emotional appeals include; for productions, the sex appeal of a new sports car and the popularity that comes from drinking certain alcoholic beverages; and for services, the possibilities which open up to a consumer once they obtain a certain credit card and the sex appeal of the latest, must-see Hollywood blockbuster which everyone is talking about. One of the main themes that comes through in the literature in this area is that there has been a lack of empirical research undertaken which focuses predominantly on the role of advertising appeals with respect to service industries. This is somewhat surprising when one considers that most Western economies are now service-based economies. As Mattila notes, this growth in the level of interest in services marketing has not corresponded in a similar level of interest in how service quality is communicated rather, most current research has focused on a comparison between service and goods advertising and even when focusing on services, has concentrated on professional as opposed to retail services. While the research may not have kept pace with the fundamental shift in the underlying economic foundations of Western economies, it is now quickly catching up with interest in this area increasing. While the level of general research in the area of advertising appeals and how they relate to service industries increases and the understanding of the differences between goods and services marketing increases, an opportunity exists for researchers to use this developing research base as a theoretical foundation from which to focus on more specific market segments. As such, the focus of this paper, while falling within the broad scope of the current research with respect to advertising appeals in service industries aims to focus in on a much more specific sub-set of this research area; that of the effectiveness of rational and emotional appeals in advertising MICE and 5 star resort hotels. At the same time as focusing in on a specific area of the advertising appeals in service industries research, it is important that this specific area be considered within the context of the marketing strategies of MICE and 5 star resort hotels as a whole. An organisation which wants to make the most effective use of advertising must have a clear understanding of the market segments that they are targeting and an overall marketing mix which allows them to focus their resources on communicating with that segment of the market. Advertising is only one part of the marketing mix and where the other parts are not working effectively, advertising will not provide the highest return on investment possible. Finally, it is important to take into account the environment (and in particular the external environment) in which MICE and 5 star hotels operate in when considering which advertising appeals are most likely to be effective. For instance, in times of rapid growth and high disposable income or when tax breaks are provided for entertaining, MICE and 5 star hotels would be wise to avoid focusing on appealing to the cost savings that can be made by staying with them. Rather, at these times, rational appeals are unlikely to be as necessary as emotional appeals as the necessity for a customer to substantiate a decision rationally is not as great. Before being able to consider the market segmentation that MICE and 5 star resort hotels target, it is important to define the market in which they operate. The market in which they operate can be defined broadly as, for instance, all hotels and resorts, all holidays, all business communication methods, etc; or specifically as all 5 star hotels, all hotels in a particular location, etc. Because of the diverse nature of MICE and 5 star resort hotels, it is almost impossible to come to a determination as to a market in which specific hotel operates as this will be influenced by cultural, geographic and other features. However, it is a little simpler to determine the market segments that MICE and 5 star resort hotels are interested in targeting. The market segments that all MICE and 5 star resort hotels are interested in targeting are business customers and wealthy individuals. As noted above, advertising is a sub-set of an organisation’s overall marketing mix. As such, before proceeding, it is important that the distinction between marketing and advertising is clearly set out. Marketing has been defined by the (British) Chartered Institute of Marketing as, â€Å"the management process responsible for identifying, anticipating and satisfying customer requirements profitably.†Advertising is defined by the Institute of Practitioners in Advertising as, â€Å"advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.†The marketing mix refers to the â€Å"price/value proposition†and is, as expanded on by Kotler, often referred to as the four P’s; Product, Place, Price and Promotion. The Product refers to the good or service that the supplier wishes to sell and which the consumer wishes to buy; Place refers to the convenience of buying the goods or services; Price refers to the cost to the consumer of the goods or services; and Promotion refers to the ways in which the supplier and customer communicate with each other. Advertising comes within the ambit of the promotion function. When applying the marketing mix to MICE and resort hotels, one observes that in general the Product is appealing (this may not apply to such an extent in countries in which the idea of staying in hotels is a relatively new concept for a majority of the population); with respect to the Place, while requiring travel to reach and therefore not being entirely convenient to most people, most MICE and resort hotels are located close to either business districts or leisure areas (eg beaches) meaning that while the location may not be entirely convenient, the location is generally desirable; MICE and 5 star resort hotels are generally price prohibitive with a strong emphasis on catering for company functions and higher level clientele; finally, with respect to Promotion, MICE and resort hotels rely on strong business focused advertising and word of mouth. With respect to Porter’s generic strategies matrix, MICE and resort hotels clearly aim for the niche market which is distinguished by high differentiation and high relative costs. That said, while MICE and resort hotels aim to represent themselves as being highly differentiated, exclusive and expensive, they are in fact extremely similar and operate on a low cost principle. As such, it is important for MICE and resort hotels to maintain this faà §ade and to ensure that customers’ experiences of cognitive dissonance are kept at a minimum. This faà §ade that all â€Å"cathedrals of consumption†must maintain, this separation from the mundane events of everyday life, is particularly evident in MICE and 5 star resort hotels. These establishments must be able to offer an entire â€Å"package†not only satisfying a guests physical needs, but also satisfying their wish to be deceived, to believe that for the length of their stay they are deserving of the 5 star treatment that they are receiving even through the next day they their office-bound mundane life. Williamson summarises this â€Å"package†element which applies to all purchases best when he writes: â€Å"Advertisements are selling us something else beside consumer goods; in providing us with a structure in which we and those goods are interchangeable, they are selling us ourselves†¦ Ideology is the meaning made necessary by the condition of society while helping to perpetuate those conditions. We feel a need to belong, to have a social place; it can be hard to find. Instead we may be given an imaginary one.†A supplementary point which arises from Williamson’s statement is that of the language of consumption. Many potential consumers are put off purchasing new goods or services because they do not have experience in having used them previously. For instance, someone who normally eats dinner on the couch in front of the television will be extremely reticent to eat dinner in a 5 star restaurant in which a knowledge of dining etiquette is expected. While this reluctance to try new things increases with age, it can be bridged in several ways. Advertising is a particularly effective means of overcoming potential consumers’ fears of try something new. By using analogies which relate the new product with something that the customer has already used and feels comfortable with advertisers are able to provide new consumers with the consumption queues necessary to use the new good or service and feel more comfortable doing so. In general, such techniques are not often used by MICE and 5 star resort hotels in places in which their use is understood by consumers. In societies in which the role of these hotels is understood by consumers, the aim of their advertising, is to create demand within the specific market segment that they are targeting. As such, it is almost the opposite of teaching new consumers how to use the services. These establishments are more likely to assume that those they are targeting understand how to use their services and are more likely to try to limit the understanding of their services by the general population. This is usually done through language and by offering services which are extremely specialised (eg tens of different types of facials, massages, etc) which are intended to intimidate the average consumer. Cognitive dissonance occurs when a person’s expectations are not met meaning that their level of satisfaction is low. With respect to guests’ perceptions of hotels, Saleh and Ryan write that, â€Å"†¦it is imperative that guests’ expectations be realistic and possible for the firm to deliver, otherwise an obvious gap in service quality is created.†One advantage that MICE and 5 star resort hotels have over other hotels and resorts is that a large portion of their clientele are not required to pay for their own accommodation. In situations in which the accommodation costs are being met by a third party, it is unlikely that any potential feelings of cognitive dissonance will be as strong as those of someone who has booked and paid for a hotel or resort themselves. Furthermore, any such feelings by a guest who is staying at someone else’s expense are more likely to be directed at the payer, who should have chosen a better quality hotel or resort, rather than directed at the actual hotel or resort. In addition, for guests of MICE and 5 star resort hotels, the actual hotel is normally a background factor (ie to a conference, the beach, an event, etc). These guests have other matters to occupy them. This contrasts with individuals who stay at a resort hotel that they have paid for themselves and where actually being at a resort hotel is the focus of their trip. As noted above, Mattila focuses on what she believes to be a gap in the studies examining services advertising. She believes that most of these studies focus on tangibilizing the offering or â€Å"making the service more concrete†and as a result of this a gap exists with respect to knowledge about the role emotional advertising appeals play in services advertising. What is important to keep in mind when advertising either products or services is that the advertising appeal has to match the product or service type. Albers-Miller et al note that previous research on this point has found that, â€Å"a more emotional (value-expressive) appeal should be used for a value-expressive product and a more rational (utilitarian) appeal should be used for a utilitarian product.†The way in which advertisers determine the best combination of rational and emotional appeal is assisted by the level of involvement model developed by Vaughn and adapted by Foote, Cone and Belding. That model focuses on products but provides a useful tool for understanding the differences between rational (thinking) and emotional (feeling) appeals. The four options are, high involvement/thinking which relates to high importance purchases such as cars and houses and the message should be based on â€Å"long copy, informational demonstration, comparative†; low involvement/thinking which relates to routinely purchased products such as food and items for the house and the message should be based on â€Å"coupons and samples†; high involvement/feeling which relate to a customer’s self esteem such as make up, jewellery and clothes and the message should be based on â€Å"emotional and visual†triggers; and low involvement/feeling which relates to products which satisfy personal cravings such as alcohol, snack foods and cigarettes and the message should be â€Å"creativity and lifestyle†based. How well these levels of involvement transfer to the service sector is still open to debate. If one was to take the same levels of involvement and attempted to determine which group MICE and 5 star resort hotels fall into, one might have difficulty as they do not fit cleanly into any of the categories. In general, a large proportion of business-to-business type advertising relies on rational appeals due to the fact that buyers tend to be knowledgeable about the products or services that they are buying and are seeking supportable justification for their purchasing decisions. As Stafford and Albers-Miller note, â€Å"†¦rational informative advertising appeals may help reduce some of the uncertainty often associated with the purchase of services.†That said, in today’s marketplace, it is unlikely that rational advertising appeals would be made without consideration of the emotional aspects. As such, essentially what is being said when one refers to a rational appeal is not that the emotional aspects of the appeal are not present, but that they are used more subtly and as a backdrop to the advertising campaign. As Albers-Miller et al argue: â€Å"†¦there is no reason not to include an emotional appeal and service information and benefits. Indeed many advertising practitioners would argue that this juxtaposition is one of the aims of good advertising – informing the consumer and stimulating a response through appeals to emotional, right-brain influences. However, there still needs to be some guidance given as to where we lay the emphasis in this area or emotions and rationality. And this is especially true in diverse cultures.†The importance of emotional appeals is especially important today when product differentiation is becoming more and more difficult. With respect to the MICE and 5 star resort hotel market sector, while some of these hotels are able to differentiate themselves on the basis of location, facilities and other competitive advantages, the general level of such differentiation is not great. Most people using the facilities of a MICE and 5 star resort hotels expect that certain levels of service and facilities are available. As the, â€Å"USP (unique selling proposition) is fast disappearing, then what becomes correspondingly more important is the ESP – the emotional selling point.†With respect to the advertising that MICE and 5 star resort hotels engage in, it is important for them to ensure that they are using the most effective advertising appeals necessary to persuade the targeted market segment. Louise Ha argues that the study of advertising appeals with respect to the services market has been hampered by a failure to differentiate between service firms. She believes that the type of service firm should be taken into account when determining the appropriate advertising appeals to use and relies on Zeithaml’s classification of services into three categories which are; â€Å"high on search attributes (performance of the service can be known before consumption); high on experience attributes (attributes that can only be discerned after purchase or during consumption) such as haircut and restaurants. These services are non-professional services that can be substituted by self-service of the consumer; and high on credence attributes (attributes that consumers may still find them impossible to evaluate after consuming the service) such as medical services and repair services. These are professional services that require special training or license.†MICE and 5 star resort hotels can be classified as being high on experience attributes. It should also be noted that MICE and 5 star resort hotels operate in a global marketplace. Albers-Miller et al have studied the differences between rational and emotional appeals across cultures (and in particular, Brazil, Taiwan, Mexico and the USA). They conclude that, â€Å"culture appears to play a significant role in the use of emotional and rational advertisements for services, and anthropological measures of culture provide some insight into the differences in emotional appeals.†They also note that across cultures business customers, the main target segment for MICE and 5 star resort hotels, â€Å"tend to make decisions based on more rational criteria†¦ [and that] across cultures, cognition changes little, while emotions change considerably.†While the cultural aspects of rational and emotional advertising appeals with respect to MICE and 5 star resort hotels is beyond the scope of this paper, it does provide an interesting area of research for future studies. While the differentiation between rational and emotional appeals seems like a simple and logical distinction to make, the distinction is largely artificial as an advertising campaign which solely relies on rational or emotional appeals is unlikely, if not impossible. As such, the difference between the two in an advertising campaign is the level of emphasis that is given to one over the other. Both will be used, the decision is rather how best to combine the two for maximum effect. 5. Methodology When considering the type of methodology to employ the choice is between primary or secondary research methods. Primary research methods refer to those that generally require replies from and interaction with service users such as questionnaires, focus-groups and interviews (ie fieldwork). On the other hand, secondary research methods rely on reviewing books, articles, statistical data, etc (ie deskwork). While primary research is generally viewed as being superior to secondary research, this is not always the case. Primary research is almost always hampered by cost considerations, the sample size used, the manner in which the sample population has been decided upon, researcher bias, etc. In light of cost considerations, it is almost always more cost effective to ask yourself whether or not someone else has already done this research and if so to begin at that point and then use primary research to fill in any gaps or specific areas which have not been addressed in the depth required. Secondary research also has its own problems which include such factors as the fact that it is reliant on someone else’s primary research with all the inherent problems that presents as set out above, the researcher is limited to the questions raised in the secondary materials, etc. As such, it is important that in secondary research, the sources of the information to be used are reliable (ie government sources, peer reviewed journals, text books written by qualified authors, etc). In light of the above considerations, it is important that any market research conducted uses a balance of primary and secondary research methods. In the case of this paper, it was found that there was an array of literature (secondary sources) on advertising and the service sector. However, there was less to be found when one looked at the area of MICE and resort hotels specifically. As such, while secondary research could take us to a point, from that point it was necessary to use primary research methods. The most common primary research methods are interviews, questionnaires, surveys, focus groups and secret visits. As the objective of this paper is to determine the most effective methods of advertising appeals with respect to MICE and resort hotels, some of the primary methods referred to above will not be appropriate. MICA and resort hotels cover a large cross-section of the market and large distances. As such, secret visits to the hotels would not only be cost prohibitive, but would be unlikely to provide the necessary data required. On the other hand, as most of the users of these services are UK-based, a focus group may be more appropriate for personal holiday makers. In light of the practical issues of setting up a focus group of business users, questionnaires may be more appropriate for that sector of the market. A decision was finally made to make use of a questionnaire and a focus group. Both would target people who had already used MICE and 5 star resort hotels on the basis that this was the segment of the market that these hotels were targeting. It was decided that an attempt to include customers who had never stayed in a MICE and 5 star resort hotel would be too much for a paper of this length however, it would remain a potential area for future research. With respect to the design of the questionnaire, it was decided that while quantitative responses are the easiest to compile and analyse, they do not give the depth of information that can be gleaned from qualitative answers. Furthermore, in order to be statistically valid, a quantitative questionnaire would need to involve a large, randomly selected sample base. Due to cost and time limitations, this was not considered feasible and as such, it was thought most appropriate to concentrate on a smaller, specifically selected sample of the market segment being targeted and an analysis of their qualitative responses with a clear statement as to the understood limitations of proceeding in this way. 6. Findings, analyses and evaluation The purpose of this dissertation is to determine the extent to which rational and emotional appeals apply to MICE and 5 star resort hotels. A review of secondary sources and current research on the topic showed that this is an area which has suffered from a lack of research interest to date. While Mattila’s work provides a strong overview of advertising appeals as they relate solely to the service sector (as opposed to dealing with them solely in comparison with products), her work is quite broad and as such, while it is used as a starting point for this paper, it was necessary to supplement the secondary research and theoretical framework with primary research which consisted of a questionnaire and focus group. Further primary research was deemed not feasible due to cost and time constraints. In total, 150 questionnaires were posted or handed out. Due to the small sample size, the participants were targeted (eg businesses which book MICE and 5 star resort hotels for conferences, people leaving MICE and 5 star resort hotels, etc). Of the 150 questionnaires posted or handed out, thirty were returned. This was considered to be a reasonable level of returns in light of the type of person being asked to complete them (ie busy individuals who work long hours). A summary of the questionnaire replies are set out in Appendix 2. Due to the qualitative nature of the replies, statistical analysis of the responses is not feasible. However, they do provide an interesting insight into the way in which advertising appeals are able to influence guests of MICE and 5 star resort hotels. Along with the questionnaire, a focus group was used to try to determine in a more direct fashion people’s attitudes to MICE and 5 star resort hotels and more particularly, what effect advertising appeals had on their purchasing behaviour. As with the questionnaire, the group chosen was not chosen randomly, but rather was selected from people who had already used MICE and 5 star resort hotels in the past. Participants were shown various advertisements (not only limited to MICE and 5 star resort hotels) and asked to discuss various propositions put to them. Once again, the results were qualitative and as such not appropriate for statistical analysis. While the response to the questionnaire was not particularly high, those individuals that did respond provided some particularly interesting replies. Predictably perhaps, most responses were from middle aged, well educated men. This group is the market segment that most MICE and 5 star resort hotels seek to target with their advertising. However, the strong response by women suggests that those MICE and 5 star resort hotels that are spending most of their advertising budgets targeting men may be missing out on a large segment of the market which may still
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