Developing Brand Positioning Strategy for Canadian Club

Developing Brand Positioning Strategy for Canadian Club Whiskey [pic] Developing branding strategy for Canadian Club A. Assess and fully critique the success of Canadian Club’s repositioning strategies used in the case. Use brand theories and concepts to evaluate the company’s branding strategies listed in the case. According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or â€Å"unique selling proposition† that determines a reason why consumers are buying this product or service (Keller, 1993).Similarly, Kay (2004) argues that brand’s strength depends on its successful positioning within consumers’ mind. Furthermore, it is claimed that strong brands should possess â€Å"difference† and â€Å"consistency†, however the difference should be meaningful for consumers. In the case of Canadian Club whisky it aimed to differentiate its quality and uniqueness through exciting advertising campaigns such a s â€Å"Adventure Series†, â€Å"Hide A Case†, â€Å"CC Find-A-Case Challenge† or â€Å"Damn Right Your Dad Drank It†. Also, Keller (1993) claims that brand knowledge consists of brand awareness and perceived brand image among consumers.Brand image is further divided into favourability, strength and uniqueness of brand associations. Therefore, in the case of Canadian Club a brand image is conveyed through unique and distinctive experiences that consumers associate with a brand. For example, introduction of â€Å"Adventure Series† advertising campaign in 1920s aimed to increase CC’s global sales whilst showcasing print ads of travellers going to remote locations all over the world and performing brave actions. After that they were relaxing with a glass of CC.As a result a brand’s image is distinctive from the category as it appeals to its target audience as a unique and exclusive drink associated with adventures. Also, it benefits cons umer experientially. In addition, Keller (1993) claims that developing a brand equity requires four value stages: marketing program investment, customer mind-set, market performance and shareholder value (Keller, 1993). Furthermore, marketing program should be clear, relevant, distinctive and consistent throughout all the marketing communications.For example, CC introduced â€Å"Hide-A-Case† campaign in 1967 which aimed to challenge drinkers to search for bottles of Canadian Club kept hidden at remote locations all over the world. CC cases were hidden in places such as the Swiss Alps (Switzerland), Mt. Kilimanjaro (Tanzania), Angel Falls (Venezuela) etc. Therefore, the campaign was interactive and engaging which is another distinctiveness for the category. Also, the campaign was communicated through the hints of where to find CC cases published in magazine ads or sport pages in daily newspapers.Therefore, it was relevant for targeted audience and consistent throughout all the communications. Other campaigns involved â€Å"CC Find-A-Case Challenge†(1981) and â€Å"Find A Case Challenge†(2004) which were similar to earlier launched â€Å"Hide-A-Case† campaign, however CC cases were hidden in locations such as in Death Valley in California, on top of a skyscraper in New York City, etc. Also, the campaign involved a form of contest where teams were participating in 7 different fun-filled events or games assessing their physical and mental skills like CC Poker Run, Roll the Barrel, CC Hockey Challenge etc.The winning team was awarded of US 10000. Hence, all these campaigns were interactive, engaging and communicating brand’s uniqueness and exclusivity to the target audience. However, due to failure to address declining sales in 1990s the company had to develop new repositioning strategy for a brand. Therefore, they launched â€Å"Damn Right Your Dad Drank It† campaign aiming to expand their target audience into young male d rinkers. The campaign was based on nostalgia branding concept. According to Kay (2006) reviving brands is a viable strategy.Furthermore, it is claimed that retro branding or nostalgia branding is where perception towards brand depends upon consumers’ nostalgic leanings can be a powerful management option (Kay, 2006). Similarly, Kessous and Roux (2002) argue that nostalgia can be used to reposition company’s product in the market and differentiate it through creating emotional appeals to the consumers of their past experiences (Kessous, 2002). Therefore, nostalgia is defined as a preference towards objects (people, places or things) which were common when one was younger.The nostalgia can be further classified into â€Å"first-time nostalgia† and â€Å"long-standing nostalgia†. However, nostalgia branding is usually used within confectionary or sweets market which is why pursuing this type of strategy for Canadian Club whisky was criticised as being risky. Furthermore, whisky category itself is viewed as drinks for mature and old consumers and there was a threat to strengthen this image even more whilst using nostalgia branding. However, the campaign succeeded as it was relevant to the target audience (young males) and consistent to its brand image as it provoked masculinity and stylishness.Also, it was consistent through all the marketing communications such as billboards, point-of-sale items, radio advertising, out-of-home advertising, in-market events, and experiential elements. In addition it was distinctive to the usual category’s advertising campaigns that usually consisted of stereotyped â€Å"sex sells† ads playing on hot chicks and smoking’ bods or â€Å"James Bond† appeal. Finally, the brand’s image and values were clearly communicated through the campaign. Therefore, nostalgia branding enabled company to reposition itself from being an exclusive and sophisticated drink into more of a mass market product.Finally, Shamma (2011) claims that total brand equity consists of product and corporate brand equity which depends on company’s market, social and financial performance. Furthermore, there is a positive relationship between company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is strongly linked with brand’s strength (Grace and King, 2011).In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets company’s shareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is also claimed that some companies, esp ecially those that started as niche businesses that appealed to small segments of socially conscious customers succeeded in creating strong and distinctive corporate brands.Referring to CC and Jim Beam corporation consumers are not that concerned about company’s overall image, however introduction of corporate social responsibility and socially responsible marketing could enhance employees’ satisfaction and therefore employee brand equity. B. You have assumed the role of, Brand Manager for Canadian Club. Develop a brand positioning plan to strengthen the Canadian Club brand for the next three years (2014-2017). Suggest a variety of branding strategies that are appropriate for the brand’s identity and target market.Use current research about the brand and the whiskey industry prior to answering this part of the assignment. Use theory to justify your arguments! Canadian Club whiskey belongs to UK spirits market which was estimated to be worth ? 11. 09 bn. at curre nt prices in 2011 (Keynote, 2012). The UK spirits and liquors market is expected to grow by 16. 4% reaching a value of ? 13. 42bn in 2016. Thus, there is an opportunity for Canadian Club to further increase and strengthen its share of market. Canadian Club whiskey is a prestigious brand owned by Beam Global Spirits & Wine Corporation which is US-based company.It also owns brands such as Jim Beam, Courvoisier and Tequila Sauza. Since 1920s Canadian Club differentiated itself as a high quality, exclusive whisky offering experiential experience for its drinkers. Its current target market is those from legal drinking age to 34, however company is looking forward to strengthen its appeal among younger consumers in order to capture their life-time loyalty (Twiss, 2012). Referring to its main competitors the direct competitors are Diageo’s Johnnie Walker scotch whiskey and Jack Daniels â€Å"Tennessee Whiskey†.Diageo is a leading distiller which currently owns more than 35% o f the spirits and liquors market globally and is expanding to emergent markets such as India and Asia (BBC, 2013). It also owns brands such as Smirnoff Vodka and Gordon’s Gin. Furthermore, Scotch whiskey is the leader of whiskey category in UK and worldwide and its exports were worth ? 4. 23bn in 2011 (BBC, 2013). However, there is an increasing trend among younger consumers to choose vodka and other â€Å"white† spirits to mix them in their cocktails.Therefore, in order to sustain and increase its market share Canadian Club needs to tackle competition arousing not only from â€Å"dark† spirits but also from â€Å"white† spirits such as vodka, rum, gin etc. Referring to category’s recent adverts Johnnie Walker Scotch whisky (Diageo) launched a new global advertising campaign in September 2012 entitled â€Å"Where Flavour is a King†. The campaign uses facebook application to educate users about different flavours that make up each Johnnie Wal ker label (MarketingWeek, 2012).Meanwhile, Jack Daniels â€Å"Tennessee Whiskey† has recently introduced their â€Å"Legend† campaign where it is positioned as a whiskey of â€Å"Rock & Roll† era (International Business Times, 2013). On the other hand, Canadian Club recently introduced its â€Å"Beer fairies† campaign in Australia featuring unattractive beer drinker possessing all the negative traits associated with beer drinking. The campaign seeks to position CC as a refreshing alternative through the use of parody and provocative advertising (Campaign Brief, 2012).Furthermore, it introduced â€Å"Join the Club† campaign where company’s CEO is represented as a brand ambassador and is sharing his â€Å"Whiskey wisdoms† with consumers about masculinity and manhood. It is evident that several classic liquor companies have been recently using manly images in order to appeal to growing macho men population. For instance, John Jameson and its campaign â€Å"legend of John Jameson† with images of its founder arm-wrestling or Canadian Wiser’s whiskey and its â€Å"Wiserhood† campaign featuring a â€Å"society of uncompromising men† who applaud any man who resists an occasion that threatens his manhood (Krashinsky, 2012).Also, many of spirits and liquor companies are incorporating social media when creating a branding strategy in order to target younger and more affluent audience. For instance, Canadian Club whiskey fans are encouraged to share their â€Å"Whiskey Wisdoms† on facebook in order to get an access to exclusive content, invitations to local events and wisdom (Lukovitz, 2012,). Similarly, Smirnoff promoted its Vodka Ice drink through social media whilst encouraging fans to participate in a drinking game and share experiences and photos on facebook page.According to Avery and Fournier (2011) open source branding is a new concept in marketing where a â€Å"brand is embedded in a cultural conversation such that consumers gain an equal, if not greater, say than marketers in what the brand looks like and how it behaves† (Fournier, 2011, pp. 194). It is enabled through social media technologies such as blogging, video sharing, social bookmarking, social networking, and community platforms (Fournier, 2011).Furthermore, it is evident that engaging with the â€Å"right† individuals through social media platforms can help to promote word-of-mouth for a brand, spread brand knowledge, generate sales and increase return on investment (Kumar, 2012). However, since the marketers do not have so much control on the overall brand’s image in open source branding social media can also have a negative impact on brand’s equity.Therefore, it is claimed that when incorporating social media in their marketing activities companies should take into consideration four powerful and challenging Web-enabled themes: The Age of the Social Collective, The A ge of Transparency, The Age of Criticism, and The Age of Parody (Fournier, 2011). Referring to social collectiveness it is evident that online communities provide an opportunity for in-depth discussion of shared interests among consumers, therefore strengthening group bonds. Also, some of the companies developed their business models based on social collectiveness concept.For instance, Groupon offers a variety of daily deals for restaurants, spas, massages and other activities for its members but offers are valid only if enough people sign up to receive them (Fournier, 2011). The Age of Transparency and The Age of Criticism claim that due to significant technology changes the news and opinions about particular brand spread very fast and can have a significant impact on brand equity (Fournier, 2011). For instance, due to transparency BP recently experienced a fiasco with its leaking Deepwater Horizon oil rig.The news had a significant impact on negative brand’s reputation as B P was pursuing an image of the environmentally-friendly petroleum company and was developing activities to strengthen this image. Similarly, there is a power of disappointed company’s internal employees revealing market’s and firm’s secrets to a wider public that can damage company’s image. Criticism enabled through social media technologies can also have a great impact on company’s brand equity even if a small number of consumers is complaining. For instance, when introduced its new product formulation called Dry Max,Pampers had to deal with a negative impact arousing from consumers who claimed that a product caused diaper rash and was not suitable for consumers. Finally, The Age of Parody refers to online users’ view of social media being a pastime or a source of entertainment. Therefore, it is not surprising that many companies are trying to grab consumers’ attention through creating funny and interactive campaigns that go viral. H owever, the difficulty is to evaluate the impact and reach of these campaigns. Another recent trend in social media applications is mobile marketing and mobile social media.With increasingly powerful mobile devices, many social media applications have gone mobile in order to reach customer instantly without any time or location limitations (Kaplan, 2012). Thus, mobile marketing is defined as â€Å"any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device† (Kaplan, 2012, pp. 130). In contrast, mobile social media is defined as a â€Å"group of mobile marketing applications that allow the creation and exchange of user-generated content† (Kaplan, 2012, pp. 31). It is also claimed that mobile social media applications can be classified according to users’ time and location sensitivity. For example, quick-timers involve transfer of traditional social media applications to mobile devices to increase immediacy such as posting Twitter messages or Facebook status updates. In contrast, space-timers involve exchange of messages with relevance for one specific location at one specific point-in time, for example Facebook places, Foursquare and Gowalla.Space-timers are the most sophisticated form of mobile social marketing applications as user’s participation does not primarily depend on user’s monetary motivation. According to the theory the increasing willingness to check in certain locations through Foursquare can be explained through self-presentation and self-disclosure concepts, and impulsiveness theory which claims that individuals often struggle between displaying long-term control and giving into short-term temptations (Kaplan, 2012).Therefore, lots of companies are collaborating with Foursquare to promote their sales and discounts, develop relationships and loyalty programs. Furthermore, it is estimated that by 2020 a mobile device will be the primary Internet connection tool for most people in the world (Kaplan, 2010). However, when integrating mobile social marketing applications companies should also make sure that it is integrated into the lives of consumers, offered activities or promotions are individualized according to each user’s preferences and interests and users are involved through engaging in conversations.Otherwise, it can become intrusive, annoying and threaten personal privacy. Nevertheless, mobile marketing provides high rate of personalisation, interactivity, low cost of reaching large audience at the right time at the right place, immediate, one-to-one communication, does not depend on time and space etc. Hence, followed the benefits of increased brand awareness and sales through social media and mobile social marketing applications here are proposed brand positioning strategies for Canadian Club 2014-201 Strategy OneFirstly, a new brand positioning campaign called â€Å"Canadian Club-Unexceptional Qua lity† will be launched in September 2014. A campaign will focus on promoting major brand’s assets quality and exclusivity in order to capture wider audience. The main company’s strategy will be to use facebook application to educate users of brand’s quality and suitability for various occasions in order to increase the usage. It will involve posts of various taglines such as â€Å"There’s no better way to impress a woman than†¦ Canadian Club-Unexceptional Quality† or â€Å"To be well groomed is an exception†¦Canadian Club is Unexceptional! † in order to strengthen marketing communications message. The campaign is also going to encourage users to post and share photos of various occasions when CC can be consumed. This way brand tries to engage with audience whilst suggesting that CC is not only old men drink and can be consumed during various occasions. Additionally, in order to boost users’ confidence and strengthen th e relation between brand’s image and quality the campaign will provide tips on their facebook page for exclusive Canadian Club consumers of how to best dress up when drinking Canadian Club.These tips will only be accessed if users liked a page. This campaign’s aim is to engage users in open and active conversations about the brand and its quality, as well as increase awareness. The campaign will be supported by billboards, radio and youtube videos. Strategy Two Secondly, since company aims to target younger audience in order to capture their life-time loyalty the use of mobile social marketing is essential. Therefore, it is suggested to develop a mobile application that either engages, interacts or benefits consumer.Furthermore, many of the companies nowadays collaborates with mobile social media applications such as Foursquare in order to generate users’ word-of-mouth, facilitate sales promotions and discounts or develop relationships through loyalty programs. Hence, Canadian Club will use foursquare website to promote brand’s image and increase sales. Therefore, users will be encouraged to check-in at five high class luxurious bars, restaurants or hotels listed on Canadian Club’s foursquare web page in order to get a 40% discount for a suit for upcoming occasion from a local high quality retailer.The check-ins should be followed by user’s comment about Canadian Club’s exceptional quality and shared on facebook with his friends. The number of discounts will be limited and the promotion campaign will run until all the discounts will be given away. Users will be updated of the remaining promotions on Canadian Club’s facebook page and personally reminded how many more locations they need to check-in if entered a competition. The campaign firstly will be tested in US and then adopted in emerging markets such as India, China, Russia. Some adjustments will be made if needed to adapt to local market. Conclusion sFor decades Canadian Club whiskey was known for its exclusivity and unexceptional quality. A brand always tried to differentiate itself from competitors whilst launching various interactive and exciting advertising campaigns that were unusual and innovative for the category. Therefore, when suggesting different brand positioning strategies for 2014-2017 Canadian Club should remain enforcing its distinctive image and promoting high quality in the market. Hence, a number of social media and mobile social marketing strategies were suggested in order to capture younger users’ attention and build life-time loyalty towards the brand.For instance, the use of facebook application to educate users about Canadian Club’s high quality and suitability for various occasions is suggested, which will increase brand’s awareness whilst engaging in users’ conversations and encouraging them to share comments and photos. Also, due to increasing number of mobile applicationsà ¢â‚¬â„¢ users and forecasts of mobile phone becoming as a primary internet connection tool marketers should pay a great attention into mobile social media marketing when developing a brand positioning plan.Therefore, a Canadian Club’s collaboration with Foursquare website was advised in order to grab consumers’ attention, spread word-of-mouth and increase sales whilst asking users to check in at 5 high class listed locations to get a 20% discount for a high quality suit from a local retailer. Overall, both of these strategies will allow Canadian Club to position itself as high quality and suitable for various occasions drink among younger consumers and will help to achieve a competitive advantage through the use of mobile social marketing. References E-jounals: Fournier, S. , 2011.The uninvited brand. Business Horizons, [Online]. 54, 193-207. Available at:http://www. sciencedirect. com/science/article/pii/S0007681311000024  [Accessed 02 March 2013] Kaplan, A. M. , 20 10. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, [Online]. 53, 59-68. Available at:http://www. sciencedirect. com/science/article/pii/S0007681309001232  [Accessed 03 March 2013] Kaplan, A. M. , 2012. If you love something, let it go mobile: Mobile marketing and mobile social media 4Ãâ€"4. Business Horizons, [Online]. 55, 129-139. Available at:http://www. ciencedirect. com/science/article/pii/S0007681311001558  [Accessed 06 March 2013]. Kay, M. J. , 2006. Strong brands and corporate brands. European Journal of Marketing, [Online]. 40, issue 7, 742-760. Available at:  http://www. emeraldinsight. com/journals. htm? articleid=1562577&show=abstract[Accessed 11 March 2013] Keller, K. L. , 1993. Conceptualizing, Measuring, and Managing Csutomer-Based Brand Equity. Journal of Marketing, [Online]. 57, 1-22. Available at:  http://www. jstor. org/stable/1252054? seq=2&uid=3738032&uid=2&uid=4&sid=21101887384081  [Accessed 12 March 20 13] Kessous, A. , 2008.A semiotic analysis of Nostalgia as a connection to the past. Qualitative Market Research: An International Journal, [Online]. 11, issue 2, 192-212. Available at:http://www. emeraldinsight. com/journals. htm? articleid=1718576&show=abstract  [Accessed 11 March 2013] King, C. , 2011. Employee brand equity: Scale development and validation. Journal of Brand Management, [Online]. 19, issue 4, 268-288. Available at:  http://www. palgrave-journals. com/bm/journal/v19/n4/abs/bm201144a. html  [Accessed 14 March 2013] Kumar, V. , 2012. Increasing the ROI of Social Media Marketing. MITSloan Management Review, [Online]. 4, issue 1, 55-61. Available at:  http://scholar. google. co. uk/scholar? q=Increasing+the+ROI+of+Social+media+Marketing&btnG=&hl=en&as_sdt=0%2C5&as_vis=1  [Accessed 03 March 2013]. Shamma, H. M. , 2011. Integrating Product and Corporate Brand Equity into Total Brand Equity Measurement. International Journal of Marketing Studies, [Online]. 3, i ssue 1, 11-17. Available at:http://scholar. google. co. uk/scholar? q=Integrating+Product+and+Corporate+Brand+Equity+into+Total+Brand+Equity+Measurement&btnG=&hl=en&as_sdt=0%2C5&as_vis=1[Accessed 14 March 2013] Websites and Industry Reports: Campaign Brief. 2012.Canadian Club hires comic legend John Cleese to poke fun at ‘beer fairies' in new campaign set to launch tomorrow via The Works, Sydney. [ONLINE] Available at:http://www. campaignbrief. com/2012/04/canadian-club-hires-comedian-j. html. [Accessed 05 March 13] Fraser, D. 2013. How Scotch whisky conquered the world. BBC News. [ONLINE] Available at:http://www. bbc. co. uk/news/uk-scotland-20946411. [Accessed 15 March 13] Joseph, S. 2013. Johnnie Walker launches first umbrella brand campaign. [ONLINE] Available at:http://www. marketingweek. co. uk/news/johnnie-walker-preps-umbrella-brand-campaign/4003702. article. Accessed 11 March 13] Key Note (2012) Spirits and Liquors Market 2012. Hampton: Key Note Krashinsky, S. 2012. M ustache marketing: Selling ‘whisky wisdom’ to younger drinkers. [ONLINE] Available at:  http://m. theglobeandmail. com/report-on-business/industry-news/marketing/mustache-marketing-selling-whisky-wisdom-to-younger-drinkers/article5508749/? service=mobile. [Accessed 05 March 13] Lukovitz, K. 2012. Canadian Club Intros â€Å"Join the Club† Campaign. Marketing Daily. [ONLINE] Available at:http://www. mediapost. com/publications/article/188057/canadian-club-intros-join-the-club-campaign. html#axzz2O2P5U9uX. [Accessed 14 March 13]

Marketing Intelligence

Market intelligence is a term that is widely used, widely misunderstood, and often mistaken for a mysterious art requiring high-level detective work. Before providing advice on how market intelligence can potentially benefit your business, it is therefore essential that we begin this paper by agreeing on a definition. It is defined by Wikipedia as follows: â€Å"Market Intelligence is the information relevant to a company’s markets, gathered and analyzed specifically for the purpose of accurate and confident decision-making in determining market opportunity, market penetration strategy, and market development metrics. In simple terms, market intelligence is information that is gathered for the purpose of making business decisions. It is largely synonymous with market research, the systematic gathering, recording, analysis and interpretation of information about a company’s markets, competitors and customers. * Types of Intelligence Sources Intelligence can be described as the summary of internal and external data and information, paired with expertise and experience in any given environment and brought into context with the own doing and goals. Primarily though, market & competitive intelligence is based on sources providing the critical mass and substance to deal with as it comes to knowledge of any type. External Market & Competitive Intelligence Sources External market & competitive intelligence sources can and should provide a rich and realistic view of the external environment any business is operating in. Market & competitive intelligence has become a major marketing discipline and industry supplying much needed insights into business figures and trends. Desk Research for Intelligence Desk research might be the most common intelligence discipline regardless how advanced the organizations intelligence programs and systems are. Published information and data, pushed by partners, consultants and MI specialists as well internal resources pointing towards external intelligence is being scoured, gathered and pre-analyzed. Acquired Intelligence & Market Reports Industry reports, market studies and other business intelligence are being made available in many formats and sizes. Any industry or market have their major players in terms of research, market observation and monitoring who create and provide studies, reports, overviews, key market data, trends and indicators. Business Journals & Trade Magazines Business journals and trade magazines are excellent intelligence sources for both market intelligence as well as competitive intelligence. Most importantly here, the intelligence consuming organization needs to make sense of it all. Condensing and bringing relevant intelligence into context of immediate business needs and long term market strategies are crucial elements of intelligence preparation. Industry & Market Newsletters Keeping customers and partners in the loop of developments and offers can be done quite effectively via newsletters that are delivered in hard copy format or electronically. Not only is this a crucial customer retention measure but a competitive tool as well where customers find another comparison opportunity across products and service offers. Individual Intelligence Subscriptions A large corporation with thousands of employees hardly has any overview of how many subscriptions are being ordered and offered to staff. Subscription providers never care about consolidation. Neither do bothered employees if asked to openly acknowledge their subscriptions to market websites, news portals or periodicals. Market Intelligence: Wholesale Sourcing Drop Shipping, Bulk Wholesaling, General Wholesaling, Liquidation / Overstock Sourcing are sourcing strategies that need and naturally produce a lot of intelligence both market intelligence and competitive intelligence. External Soft Intelligence Any sales force and other field operators possess and handle unbelievable amounts of external intelligence about customers, market players, associations, industries and events with all developments and dynamics. Not to utilize this vast amount of intelligence in any organizations is a major competitive disadvantage. Internal Market & Competitive Intelligence Sources Most important and generally of extremely high value are internal sources for business intelligence. Legacy systems, ERP, any transactional data as well as soft information such as meeting transcripts and verbal communication with customers, suppliers and partners need to be exploited. The intelligence found in internal resources such as management and marketing or sales force is invaluable for any business decision. Business Data & Databases Major databases such as ERP systems, legacy systems, transactional data archived and stored for reference should be considered standard intelligence as they provide the very base for any data comparison and measurement. As well as for external intelligence, soft knowledge residing in the heads of the employees regarding internal view of markets and customers, competitors and other business variables can be invaluable for the entire intelligence prospective. Utilize Internal Soft Knowledge. As well as for external intelligence, soft knowledge residing in the heads of the employees regarding internal view of markets and customers, competitors and other business variables can be invaluable for the entire intelligence prospective. * Steps to be taken by a Company to improve its Marketing Intelligence (1) Train and Motivate Sales Force: A company's sales force can be an excellent source of information about the current trends in the market. They are the â€Å"intelligence gatherers† for the company. The acquired facts can be egarding the company's market offerings, whether any improvements are required or not or is there any opportunity for new products, etc. It can also provide credible source to know about competitor activities, consumers, distributors and retailers. (2) Motivate Distributors, retailers, and other intermediaries to pass along important intelligence: Specialists are hired by companies to gather marketing intelligence . In order to measure the quality of production, the way the employees are behaving with customers, quality of facilities being provided; retailers and service providers send mystery shoppers. Firms can also assess the quality of customer experience with the shops with the use of mystery shoppers. (3) Network Externally: Every firm must keep a tab on its competitors. Competitive intelligence describes the broader discipline of researching, analyzing and formulating data and information from the entire competitive environment of any organization. This can be done by purchasing the competitor's products, checking the advertising campaigns, the press media coverage, reading their published reports, etc. Competitive intelligence must be legal and ethical. 4) Set up a customer advisory panel: Companies can set up panels consisting of customers. They can be the company's largest customers or representatives of customers or the most outspoken customers. Many business schools set up panels consisting of alumni who provide their knowledge and expertise and help in constituting the course curriculum. (5) Optimal usage of Government data resources: Governments of almost all countries publish reports regarding the population trends, demographic characteristics, agricultural production and a lot of other such data. All this data must be or can be referred to as base data. It can help in planning and formulating policies for the companies. (6) Information bought from external suppliers: Certain agencies sell data that can be useful to other companies. For example, television channels will require information on the number of viewership, ratings of TV programs, etc. An agency which calculates this information and generates this data will provide it to companies that need it. (7) Collect Competitive Intelligence through online customer feedback: Customer's view about a product is most essential for any company. Ultimately it's the customer who's buying the product. Hence customer feedback must be taken. Online platforms like chat rooms, blogs, discussion forums, customer review boards can be used to generate customer feedback. This enables the firm to understand customer experiences and impressions. It becomes easier for companies to apply a structured system to do so as it can then scan out the relevant messages without much of a trouble. With the above steps being applied, a company's marketing intelligence system will prove to be beneficial to its effective functioning.

Public Policing vs. Private Policing Essay

Before the increase in the trend of private policing, public policing has monopolized the field in the U.S. Both public and private policing, when compared, displays many similarities and differences, however their distinctions are frequently blurred. Even though they are classified as private police their behavior, roles and responsibilities appear parallel to the public to an extent (Wilson 1994). According to Shearing and Stenning, advancements in society, e.g. gated communities and large shopping centers, has sparked the need for the growth in private policing (Shearing and Stenning, 1983). These forms of properties ensure safety to customers and/or residence, therefore require continued surveillance. In addition, proper security has become a perk to residents and/or shoppers. With the advances in technology, private security has increased the adequacy of their analyzing, investigating, and monitoring. Private policing have been classified as many things whether crowd controlling, crime preventing, or an individual body guard, it is private security. In order for the policing to be considered private, service must be provided by a private organization or person, in comparison to public policing which is provided by the state or governing body. Private police are viewed as concerning of the safety of corporations or individuals. Whereas Public police are focused on the public, and enforcing the laws of the justice system. As Shearing and Stenning said, the police (public) are employed and given legal status by the government to ensure and maintain peace (Shearing and Stenning, 1983). Private policing is proactive, and preventative, in comparison to public policing, which is reactive. Meaning in private police aim to prevent crimes through surveillance, and public police respond once a crime has been committed (Wilson 1994).

Philosophy Essay Example | Topics and Well Written Essays - 2500 words - 3

Philosophy - Essay Example Culture, is a dynamic process subject to change in response to internal contradictions and critical social thought. There exist numerous positions within a culture, as well as distinctive values shared by members of a culture. The price of toleration, George argues, of serious deviance from a society’s constitutive morality is the loss of a distinctive form of interpersonal integration in community understood as something worthwhile for its own sake. (1993: 65). It is perhaps in the nature of humans that they look for someone metaphysical and supernatural for the solution of their problems and difficulties whenever they feel themselves unable to do the same. It is therefore the both philosophy of ethics and institution of religion came into being.  Looking into the history of the world at large, it becomes evident that religion existed in all human societies from the most primitive to the most modern ones. â€Å"Humans have formed their own beliefs (called probability belie f in mathematics and science) about the set of unknowable elements of the universe.   They have branded their beliefs about the unknowable as religion.† (Acharya, 2006) The questions of life after death and reincarnation exist among almost all religions of the world at large the concepts of virtue and vice are also based on the teachings of the religions. The philosophers and spiritualists strongly believe that there is always present the representative of virtue in the form of the moral voice that forbids man from indulging into malpractices and doing harm to others. Moral voice refers to the call of conscience that regulates mans activities of everyday life and controls him from wandering astray on the one hand and involving in any type of deviant behaviour. It is indeed the warning from the powers of virtue based on religious beliefs and practices. The concept of distinct moral voice is the outcome of distinct behaviour of the members

Professnational email Essay Example | Topics and Well Written Essays - 500 words

Professnational email - Essay Example The third step involves clearly stating the reason for writing the e-mail. The sender needs to begin by telling their recipient that they are writing for a specific intention such as, â€Å"†¦I am writing to outline my response on†¦Ã¢â‚¬  or even, â€Å"†¦in line with your request, I hereby respond to the allegations†¦Ã¢â‚¬  This step makes it easy for the recipient to understand the reasons for writing the e-mail without reading the entire email. This part also allows the recipient have a clear reference to previous communication with the sender. If the e-mail is a response, the sender needs to begin by thanking the recipient (Chan 22). If not, it is still important that the sender briefly appreciates the chance of writing to the recipient. Proper grammar and punctuation needs to be followed at all times. The sentences in the purpose statement must be short and very precise in their meanings. After the brief purpose statement the sender to give more details o n the contents of the e-mail with an aim to clarify their subject (Chan 63-5). The next step is the closing remarks. This part involves showing gratitude to the recipient (Chan 54). The language should be very courteous and polite. A good example is, â€Å"†¦I value your patience and hope that you will consider my remarks†¦Ã¢â‚¬  The last step is the closing section. In this section, the sender should include a suitable closing. Appropriate closing remarks for professional e-mails include â€Å"Best Regards†, â€Å"Thank you†, and â€Å"Yours sincerely†, amongst others since they are appropriate for professional e-mails (Chan 54). The sender should then include their name and signature. The signature proves the authenticity of the e-mail and should come before the sender’s name. After the writing the e-mail, it is of great essence that the sender proofreads their email to check for grammar and spelling mistakes. The sender should then read the e-mail one more time to countercheck on the structure and flow

What Should government do to protesct society from mass shootings Research Paper

What Should government do to protesct society from mass shootings - Research Paper Example The debate rages on. In recent years, the debate has become increasingly vocal, as mass shootings have begun to invade the American landscape. Some argue that such shootings are the very reason why the Constitution guarantees citizens the right to bear arms. Others, however, argue that society has changed in the past 300 years and the time for strict gun control has come. There are valid points to both sides and this paper will highlight some major positions, while arriving at the conclusion that the right to own and maintain a gun must remain a part of the American fabric for now and the foreseeable future. The Argument for Gun Control Individual freedom and liberty is a cornerstone birthright that comes with being an American citizen. There are certain rights that are written into the Constitution in an effort to prevent any future government from taking that liberty away. As time goes on, however, and society develops, the language written into the Constitution can become muddled and filled with doubt and uncertainty. There are some, for example, that claim the right to own a gun is not actually a fundamental right guaranteed under the second amendment. Much of this opinion involves cause and effect, and examining that actual reasoning behind the second amendment. There are multiple reasons a person might own a gun. Some may own a gun to hunt wild game, while others will maintain a functioning weapon for purposes of self-defense. Still others might have a gun due to military or police service, and some might own a gun to commit a crime such as robbing a bank. The modern day argument in support of gun control, then, largely centers on this issue. Since the Constitution does not possibly permit the right of a gun owner to use such a weapon in the commission of a crime, then it certainly does not permit the right of every individual in the country to own a gun. Guns are permitted under the second amendment for purposes of military service. Few would argue that point. Many would argue, however, that the Constitution does not inherently protect the right of gun ownership for other reasons (Stevens para. 4). The center of this debate is on the language in the Second Amendment. While it seems so clear to some, it is far from it to others. While the courts have generally upheld the principle that Americans have the right to gun ownership, there is a growing movement in government circles to have the courts take another look at the language and to issue new rulings. On this side of the issue, the opinion is that gun ownership is a right for some, but not for others. The distinction comes in the language used to write this part of the Constitution. The actual purpose governing the inclusion of the Second Amendment into the Constitution was to allow citizens to protect themselves from a well-regulated militia. In other words, if the government took away the rights of the people, the people had a right to fight back, or to defend themselves. In th is vein, people have argued for gun control on the basis that gun control, and the limiting of gun ownership, is permissible under these guidelines (Faria 133). In recent years, there has been an unfortunate rise in violence on school campuses, particularly colleges and universities. Some have used this as an argument for gun ownership and the permissibility of students to be able carry guns on campus in order to better protect themselves against threats, such as mass shootings. Others, however, have argued that this is the very reason we should have gun control. By taking guns out of the hands of all individual citizens, they claim

The Integration of Sustainability Initiatives (green) and Performance Research Paper

The Integration of Sustainability Initiatives (green) and Performance Excellence Intiatives - Research Paper Example Additionally, it led to reduction of trees consumption. Proper implementation of the initiatives enabled the company to make $ 2.4 millions in expenditure savings (Espinoza & Walker, 2007). Dow Chemical Company adopted green and performance initiatives in the 1990s. The company reduced the use of water. Initially, the company used a large amount of water in the production processes. It adopted various initiatives that aimed at improving the wellbeing of the environment. The environmental initiatives were complemented by performance structures that ensured sustained performance of the business. The other initiatives that the company developed include utilization of seed oils in the production of polyurethane foam, and use of sugarcane in the production of polyethylene. These were done in Brazil. Furthermore, the company used biodiesel waste to produce high-tech epoxy resins. The initiatives enabled Dow Chemical Company to make $ 5 billion because of savings and efficiencies that resulted (Espinoza & Walker, 2007). This occurred during the period between 2000 and the year 2005. The concepts of sustainability and performance initiatives have been used in development of promotion strategies. New Belgium Brewing has used the initiatives to market the company, improve performance and increase market share of the company. The core beliefs and values of the company relate to the environment. They seek to ensure sustainability approach in the use of the environment. The company adopted the use of wind power in the production process in 1998. Previously, the company used hydroelectric power. Since then, the company has adopted other sustainability approaches to business. An example of the initiatives includes use of heat in the brewery to light buildings. The management of the company used the sustainability approach to brand the business (Mintzer, 2008). Curtis Packaging took a

Of Ocado Chief Executive Tim Steiner Essay Example | Topics and Well Written Essays - 500 words

Of Ocado Chief Executive Tim Steiner - Essay Example wastage include indicating a â€Å"use by† label on their products and donating foods that exceed the guaranteed product life but are within product’s â€Å"use by† dates. Carbon emission and food wastage reduction are important initiatives because they uphold a clean and safe environment that benefits businesses and the community at large. Ocado takes deliberate initiatives to reward and appreciate its employees. The company’s employee benefits package includes allowing its employees to own its share with an aim to give them a sense of ownership over the company. It does this through its Ocado Sharesave Scheme that enables employees to save and own shares proportional to their savings. This is an important element of corporate social responsibility because employees are crucial to the success of any business. Charitable donations are an important element of Ocado’s corporate social responsibility. It has a charity committee that organizes events and devices ways of raising funds. Ocado has given to Macmillan Cancer Support, British Heart Foundation and NSPCC. Charitable donations show a company’s selflessness and

Entrepreneurship Assignment Example | Topics and Well Written Essays - 2000 words - 2

Entrepreneurship - Assignment Example further discussion will evaluate the driving forces of future business venture of The Gathering Goddess, a small vintage apparel boutique based on London. This discussion will also illustrate the essential entrepreneurial marketing communication approach of the organization to improve their future market performances. The Gathering Goddess is an organization specialized in the designing and marketing of vintage clothing materials through online stores as well as physical stores. This vintage boutique was established in 2002 by Wilma Mae Basta. This organization has only one physical store in North Kensington, London. The majority of its marketing procedure is dependent on various ecommerce sites and online retail stores such as Fab.com and eBay (The Gathering Goddess, 2014). The organization is known for marketing and selling their products through online stores to different parts of Europe and the US. The major target of the organization includes the premium consumers from upper class and upper middle class. Most of their products are designed to target the female consumer section of the market (UKSBD, 2015). Over the last few years the organization has witnessed huge competition in the global apparel market. Most of their products are sold through third party online retail stores which is hindering their direct communication capacity with their potential consumers. It is also hampering them to secure a competitive position in the market. The increasing global demand is influencing the organization to incline towards setting up organizational online retail option. They are also concentrating on improving their marketing relationship and communication with the stakeholders of the organization (Gard, 2013). The organization possesses strong financial structure that can assist them to indulge into new marketing venture. The availability of skilled workforce will also enable them to offer innovative and lucrative products to their consumers. The major competitive

Crime as dark play Essay Example | Topics and Well Written Essays - 250 words

Crime as dark play - Essay Example For instance, the cockfighting by Balinese can be considered as a deep play that involves all the players not only the cocks but also the owners of these cocks (Geertz 56). Deep play, dark play are some theories to describe an event or situation like horse racing or Russian roulette in which the threat to life is at maximum level. The involvement in the sport or event is so high that it makes people think if its really worth engaging in it. Deep and dark play creates a situation in which the life of that person is entirely dependent on that entourage. The characters might not even realize how grave the risk is before committing themselves to that situation. Vanishing Point, a 1971 American movie, explores the concept of dark play very well. The movie shows a delivery driver, Kowalsky, who agrees to take a car to San Francisco from Colorado. Kowasky is shown as an aggressive man who has suffered a lot in life and lost all his loved ones. From flash backs in the movie, the audience is told that life has not been easy on him as he suffered injuries in the war with Vietnam and was also convicted of drug charges after he stopped his partner from committing rape. Tired with life, he hits the road at high speed to take out the frustration he had inside him for so many years. Though his intentions were not to hurt anyone on the road, Kowalsky is portrayed as a rebellious man who is willing to take any challenge as it comes. The police soon learn of a speedy driver on the road and the chase between Kowalsky and police begins. He soon becomes very popular and the media starts reporting him on radio and newspapers. The movie at length shows how h e dodges the police and manages to avoid the traps they lay for him. After playing all the catch and mouse game, the man with no purpose in life (Kowalsky) intentionally hits his car against a truck and commits suicide (Berra). When I closely

Discuss the Different Components of Michael Porters Essay Example for Free

Discuss the Different Components of Michael Porters Essay National prosperity is created not inherited. It does not grow out of a country’s natural endowments, its labor pool, its inters rates or its currency’s value. A nations competitiveness depends on the capacity of its industry to innovate and upgrade. They benefit from having strong domestic rivals, aggressive home based suppliers and demanding local customers. Innovation is what drives and sustains competitiveness. A firm must avail itself to all dimension of competition, which he categorized into four major components of the â€Å"diamond of national advantage† 1. Factor Conditions: The appropriateness of the nations factors of production to compete successfully in a specific industry. Porters notes that although these factor conditions are very important in the determination of trade, they are not the only source of competitiveness as suggested by the classical, or factor portions, theories trade. Most importantly for Porter, it is the ability of a nation to continually create, upgrade, and deploy its factors ( such as skilled labors) that is important, not the initial endowment. 2. Demand conditions: The degree of health and competition the firm must face in its original home market. Firms that can survive and flourish in highly competitive and demanding local markets are much more likely to gain the competitive edge. Porter notes that if the character of the market, not its size, that is paramount in promoting the continual competitiveness of the firm. And Porter translates Characters as demanding costumers. 3. Related and supporting industries: The competitiveness of all related industries and suppliers to the firm. A firm that is operating within a mass of related firms and industries gains and maintains advantages through close working relationship, proximity to suppliers, and timeliness of product and information flows. The constant and close interaction is successful if it occurs not only in terms of physical proximity but also through the willingness of firms to work at it. 4. Firms strategy, structure and rivalry: The conditions of the home- nation that either hinder or aid in the firms creation and sustaining of international strategy is universally appropriate. It depends on the fit and flexibility of what works for that country at that time. These four points constiture what nations and firms must strive to â€Å"create and sustain through a highly localized process† to ensure their success.

Advertising and Promotion Essay Example for Free

Advertising and Promotion Essay After first reading the entire exam, thoroughly answer each essay question consistent with the Writing Across the Curriculum section below. Save your work in DOC, DOCX, or RTF format with your last name in the title. Upload your exam document to the course Dropbox no later than Sunday 11:59 PM EST/EDT. You must confirm successful upload. Late exam submissions will receive a grade of zero. Questions (25 points each): 1. As an outcome of the Module 1 Discussion, identify and describe what the class as a whole (a) found to be the top four communication management problems commonly associated with advertising and promotion, and (b) found to be the top solutions to these communication management problems. Why is it important to apply the Saint Leo core value of community when working with your peers (both in the classroom and in the work environment)? Give an example of how the core value was applied in the discussion. 2. Outline and explain the key outcomes of the research represented in the assigned mobile advertising article. 3. Compare (cite and explain relevant similarities) and contrast (cite and explain relevant pointed differences) the services offered by the following advertising agencies: Strawberry Frog, DDB Worldwide, and Exile on 7th. 4. Compare (cite and explain relevant similarities) and contrast (cite and explain pointed differences) TV and radio as advertising media. 5. Compare and contrast the value of newspapers and magazines as advertising media given the current external marketing environment (economic, legal, social, cultural, etc. ). 6. Identify and explain the chief challenges confronting mobile advertising. Writing Across the Curriculum: Please be reminded that all written assignments in this course (including examinations) require formal writing, i. e. , standard business English as employed in the typical executive management suite. Given the importance of proper business communication by masters of business administration, examination submissions exhibiting errors in spelling, grammar, punctuation, and executive business style will be grade penalized. References regarding grammar usage and style recommended by the School of Business are: Strunk and Whites The Elements of Style and Shertzers The Elements of Grammar. Saint Leo University administration and Board of Trustees promise the public that we are following Benedictine values, not the least of which are excellence and integrity. Please acquit yourself in this course consistent with these values. Grades will necessarily suffer if one does not behave in accordance with these values. It deserves repeating: plagiarism of any kind, intentional or unintentional, is treated with great concern at Saint Leo University. Plagiarism must be reported to the executive administration. A hearing will then be scheduled to advance the investigation into charges of plagiarism. It is better to be excessive in citing sources throughout the body of a paper than to risk the charge of plagiarism. A â€Å"Reference† section must conclude all written work in which sources require citing. Shintaro, O. , Barwise, P. (2011). Has the Time Finally Come for the Medium of the Future? Journal Of Advertising Research, 515 9-71.

Understanding Communication in Animals

Understanding Communication in Animals Ever since the beginning of animal and human existence, there has been a continuous flow of information between individuals and groups. The term communication comes from Latin word commÃ…Â «nicÄ re to share and defines the process of giving information or of making emotions or ideas known to someone (MacMillanDictionary n.d.). Human communication has a very elaborated structure. A language is a complex communication system and it occurs when the speaker and the listener possess a representational process that is common and that ensures similar coding and decoding of signal meaning (Rendall et al. 2009) Even if animals might not have the ability to speak a language or utter various words, they have many other ways of expressing themselves. In animal communication, scent is probably the most common sense used by animals in order to mark their territory, to warn off or even scare intruders, to show their readiness to mate or even to attract the prey. In general, they use strong smelling urine for these purposes but some animals possess scent glands that produce persistent odours. Skunks are widely known for their anal scent glands that spray an oily liquid towards their enemy. The foul mist does not do any serious damage to the victim but it scares him off and it could linger on his body for a few days. Snakes and lizards use their tongues in order to collect the scent particles in the air then they analyze the information inside their mouths. Many insects, such as bees, ants and moths use pheromones to communicate, mostly for attracting males. Another source of scent utilized by some animals (for example: the rabbit, the hippopotamus, the vicuna) to make their presence be felt on different territories is excrements. The y try to mark their territory by dropping large heaps of feces so others would keep distance. The second sense that animals rely on to a great extent is hearing. In order to survive and succeed, animals guide themselves by the acoustic signals that they produce and receive. There is an ample variety of sounds that could be produced by animals, depending on size and species. Numerous acoustic signals that are transmitted by animals are not distinguished or noticed by humans because of the ultra-low sounds that can’t be perceived by human ear. The most vocal animals are birds that are well-known for their songs in different tonalities and cheerful chirping, especially in spring and summer. Whales, the largest of all mammals, are experts in the art of sound communication. They use various types of sounds, like whistles, clicks and pulsed calls for multiple purposes: echolocation, mate calling, and social interaction (Anon n.d.). Other animals that are often heard by humans are frogs and toads that have developed their vocal signals by using little bags of air as sound res onators which are situated on the sides of the head or in the throat. Elephants can produce a wide range of sounds, from rumbles to snorts and cries, going from very low frequencies to higher ones. When they are in danger or they are in a state of extreme excitement they use their trunks to deliver long resounding trumpeting. Their large ears allow them to have a great sensitivity to lower frequencies and also a better capacity in localizing sounds. A third sense that helps animals communicate is sight. Visual signals at animals are diverse and they can come in many forms of display, such as mimicry, body posture, and facial expressions. For example, male peacocks and lyre birds display their exquisite colorful feathers and bodies in order to attract females for mating, visual communication being used in their advantage. Body language is frequently used by dogs, cats, monkeys and other animals. An example would be the moment when two dogs meet for the first time and they start setting their hierarchical position through body postures. If one holds its tail between the legs it means that the dog is found in a submissive position, allowing the other, with raised tail, to exercise power and dominance. Dogs also make use of their tails by wagging them in order to show happiness, excitement or pleasure. In opposition, cats waving tail is a signal of anger and irritation. The non-human primates, the monkeys, use a lot of facial expres sions and body language to express their feelings. They flutter eyelids and raise eyebrows to denote pleasure, they hug to show friendship towards the other, and the males hit their chests in order to show superiority. The art of mimicry is a fascinating modality of visual communication between animals. Mimicry occurs when an animal copies the actions, the appearance or the sounds of another animal or even the surrounding itself in order to avoid predators and enemies and to get them confused. For example, the peacock butterfly has large eye-spots on its wings to give the predator the false impression that it represents something bigger than it actually is so that would scare him off. Another example is the elephant hawk moth caterpillar who inflates its snake-like- head when being attacked to create the illusion of being a bigger and scarier animal. Other type of visual communication is warning coloration which can be found at caterpillars, various insects, frogs and snakes, the bright colors representing a warning for the potential predators. Their coloration pattern shows how dangerous or poisonous they can be and also if they have a dreadful taste. So, in general, animals learn how to avoid the danger in such cases. Even though it might not be as important as other senses, touch is used by some animals in order to communicate their feelings towards others. As humans make certain gestures like shaking hands, kissing or hugging when meeting someone, monkeys also hug as a sign of affection. In addition to humans, they have a special and unique greeting which consists in placing the hand in the each other’s mouth as a sign of trust and friendliness between them. Cats are creatures that are avid after tactile communication with others of their kind or even with humans. They usually rub their bodies against each other, especially around the face area but also along their bodies, intertwining their tails. Some domestic and savage cats use each other as â€Å"cushions†, this behavior being some form of social bonding and affection. They love grooming each other and curl up together. Owner of over 1000 tiny receptors, the crocodile is very sensitive to any kind of presence or movement. These receptors are present around their jaw line and they can easily detect vibrations in the water and the location of their prey even when a small insect stops by to take a drink. Animal communication has always been fascinating to humans as we try to understand which are the similarities and differences between human language and animals’ ways of expressing themselves. Karl von Frisch, a professor of zoology at the University of Munich, conducted some research on bee communication during around thirty years and he revealed some important principles that helped us understand more about animal communication(Benveniste 1953) First of all, we found out that there are some similarities between bee communication and human language. They are able to offer and to receive messages that contain real data, they can describe the location and the distance of a certain object and they can communicate all these by using various somatic movements. Therefore, it was demonstrated that bees own some kind of â€Å"memory† which enables them to store all the data and then transmit it to others. On the other hand, the differences between human language and bee communication are significant. Bees can only transmit the message through body language without being able to create sounds through vocal organs. Their communication can occur only during daylight, an element that permits visual perception while human communication is not limited by this factor. Another important difference between the two ‘languages’ is the fact that, unlike humans, bees can’t carry a dialogue therefore there is no exchange of linguistic information and no reply from the receiver of the message. Also, bees’ messages can’t be analyzed because they can only be seen as a general reference to a total content. But in human’s speech, each utterance can be reduced to parts that could easily be combined according to some certain rules so there is a great variety in human language. So, we got to the conclusion that bee’s communication is not a language but a signal code because there is an invariability of the message, a unilaterality of transmission, an impossibility of separating the elements of the message and also fixity of the topic. Studies made on non-human primates showed that while humans acquire extra information about a speaker’s intentions, wishes, and beliefs during a dialogue, apes and monkeys appear to have no such abilities because there is no theory of mind. Their way of communicating might appear a bit chaotic when it is compared to human language. For example, when they encounter dangerous situations, they create some alarm vocalizations which are not structured but short and noisy. These sounds are ideally produced to capture the listener’s attention as quick as possible in order to warn it about the potential dangers and to make it react really fast. To conclude, the lack of a real language in animal communication does not mean that there is no similarity between human language and animal communication. Humans will always make research about animal communication in order to get a better understanding of the way the non-human beings express themselves. Bibliography and References Anon, Whales make noise to communicate, locate food, and find each other. , p.http://oceanservice.noaa.gov/facts/whalesounds.htm. Available at: http://oceanservice.noaa.gov/facts/whalesounds.htm [Accessed January 15, 2014]. Benveniste, E., 1953. Animal Communication and Human Language: The Language of the Bees. Diogenes, 1(1), pp.1–7. Available at: http://dio.sagepub.com/cgi/doi/10.1177/039219215300100101 [Accessed January 11, 2014]. MacMillanDictionary, No Title. Available at: http://www.macmillandictionary.com/dictionary/british/communication [Accessed January 14, 2014]. Rendall, D., Owren, M.J. Ryan, M.J., 2009. What do animal signals mean? Animal Behaviour, 78(2), pp.233–240. Available at: http://linkinghub.elsevier.com/retrieve/pii/S0003347209002589 [Accessed January 11, 2014]. 1

Comparing Ruth Prawer Jhabvalas Heat and Dust and Forsters A Passage

Comparing Ruth Prawer Jhabvala's Heat and Dust and Forster's A Passage to India Literature throughout time has contained many similarities. These similarities become even more prevalent when authors share a similar style and inspirations. Two authors that have similar experiences are Ruth Prawer Jhabvala and E.M. Forster. Both these authors have written books that are in the modernism style. Jhabvala and Forster also were fascinated by India and choose the relationships between native Indians and English colonizers as one of their themes. These similarities helped produce books that have similar characters. The women, not native to India, in both Jhabvala' Heat and Dust and Forster's A Passage to India, share many of the same attributes.   Ã‚  Ã‚  Ã‚  Ã‚  The most obvious similarities are those shared by Jhabvala's character Olivia and Forster's character Adela. Throughout the books, these two characters share many characteristics and experiences. The first experience they shared while in India is that both women are social with the native Indians. This was unacceptable to all Anglo-Indians. Olivia frequently visited the Nawab at his palace. She also entertained him and his companion, Harry at her home. For the majority of the book, Olivia's husband, Douglas is unaware of how frequently she visited the Nawab. If Douglas had been fully aware of Olivia's actions, he would have been enraged. Proper Englishwomen were not to associate with natives while unchaperoned. Adela, Forster's character, had a similar experience. She desired to see the 'real'; India. To allow her to do this, a native offered to take her to the Marabar Caves, a local landmark. Again, Englishwomen were not to associate with the natives. Her potenti al fiancà © and host, allowed her to go under the condition that his mother and an Englishman were also included in the group. Socializing with Indians is only one common experience Olivia and Adela had.   Ã‚  Ã‚  Ã‚  Ã‚  Another similar experience occurs near the end of both books. Both Olivia and Adela had relationships irreparably changed through the influence of India. If neither women was in India, their relationships probably would have remained intact. Olivia's marriage to Douglas was ruined because of her relationship with the Nawab. Olivia became very close with the Nawab. She eventually came to carry his child. Because Olivia did not believe the child ... ... this advice happened at the Bridge Party. Again, they told Adela that she was superior to the natives and should act accordingly. Despite all their attempts Adela did not adopt their opinions about the natives. She attempted to form her own. The Anglo-Indian women in both novels attempted to supply advice to the younger women.   Ã‚  Ã‚  Ã‚  Ã‚  Despite being written by different authors, the female characters in Jhabvala's Heat and Dust and Forster's A Passage to India are very similar. In spite of the similarities among characters the novels themselves are different. Not only do the novels have different themes, they were also written through different points of view. While A Passage to India is mainly written through the view of a narrator, the point of view in Heat and Dust changes from the narrator to a third person view developed through Olivia's letters. These are a few of the many differences between the novels that occur regardless of the fact that the novels have similar characters. Works Cited Forster, E.M. (1992). A Passage to India. New York: Everyman's Library, Alfred A. Knopf, Inc. Jhabvala, Ruth Prawer. (1975). Heat and Dust. New York: Harper & Row, Publishers.

Colonization Across the Globe Essay -- Colonies World History Economy

Colonization Across the Globe After Christopher Columbus landed in the West Indies in 1492, Spain and Portugal started disputing areas of influence on the South American continent. The dispute was eventually settled by the Pope (Alexander VI), who in 1493, drew up defined areas of influence for the two nations with the idea of spreading Christianity to the natives in those territories. In time the Portuguese territory became known as Brazil, hence the working language of that country to this day is Portuguese, while most of the rest of the continent speaks Spanish. On 1 August 1498, during his third voyage, Columbus finally sighted the South American mainland for the first time. The next white explorer to reach the continent was the Portuguese navigator Pedro Cabral, who anchored off the coast of present day Brazil in April 1500 - a territory which he then claimed for Portugal. However, the claim was ignored for more than 30 years by Portugal itself, whose sailors had in the interim sailed round Africa to India. During this time of Portuguese indifference, the Spanish seized the initiative in Central America and the West Indies. In 1519, the Portuguese explorer Ferdinand Magellan, then employed by the Spaniards, first sailed up the Rio de la Plata River. He then proceeded south and in November 1520, first sailed round the southernmost part of South America and sighted the Pacific Ocean. 1. Spain In 1519, Cortes with about 600 men set sail for South America with a few cannon and horses. A last minute dispute with the Spanish governor saw Cortes' expedition being officially cancelled, but Cortes continued, later bringing back gold and other riches to the Spanish crown as justification for his expedition. The army sailed west along the Gulf Coast, engaging in a major battle against a local tribe. It was at this first battle that Cortes realized the technological advantage the Europeans possessed: steel armour, guns, cannons and even horses were completely unknown to the people of Central America, and many tribesmen fled at the very sight of a powerful charge horse. These advantages were pressed home remorselessly, and all the native tribes in Central and South America were to pay dearly for being technologically so far behind the Europeans. At the time of the Spanish conquest of Central America, the Aztecs had created an empire which... ...ess Cixi. The terrorist activities of the Boxer society gradually increased during 1899, with Boxer bands attacking all whites on sight. When these bands entered the Chinese capital, Peking, the whites powers sent a small armed column to the Chinese capital to protect the few whites in the city. On 16 June 1900, the Empress Cixi ordered Chinese troops to attack the whites army which was still outside Peking. Then on 18 June 1900, the Empress Cixi publicly called on the Chinese to kill all the whites they could find. Many whites were then murdered: large numbers fled into the fortified foreign embassies in the city. There they were besieged by Chinese. Finally, a combined army consisting of British, French, Russian, German, American and Japanese troops entered Peking on 14 August 1900, relieving the besieged foreign embassies. Peking was then occupied by the whites powers for a year until September 1901, when the Chinese signed a peace treaty in terms of which they had to pay a large indemnity and grant the whites powers the right to station troops in Peking to safeguard the embassies. This situation remained unaltered right up until the early part of the 20th century.

Mafia as Government Essay -- essays papers

Mafia as Government History and Introduction The history of the Mafia began in the ninth century, when a secret society was formed to protect the people of Sicily. Sicily was occupied by Arab forces. A group of Sicilians fled into the countryside to escape, and later to fight, the encroaching forces. This group became the Mafia The group’s original intentions were to create a sense of loyalty and respect for tradition, culture and family. The Mafia protected its' members interests and promoted protected individuals and businesses in exchange for loyalty and monetary tribute. As time passed, and the Mafia expanded to the Americas, the Mafia became more â€Å"criminal†, engaging in provision of illegal services and collection of taxes in defiance of the â€Å"legitimate† government. It is the purpose of this work to argue that the Mafia, a â€Å"criminal† organization, meets the criteria to be considered a government. The terms Mafia or mob used in this work should be considered to be synonymous and to refer to the American Mafia. The Mafia’s structure is similar in nature to a feudal government system, with agents reporting to regional governors, who in turn report to the organization’s leader. While the mob may or may not possess an overall head, individual regions of the mob may be thought of as a form of local government. The Mafia, as it is currently being discussed, exists within the confines of the United States, and thus may be in competition with, or at least overlapping the geographic areas of other government systems. Definitions of Government Ayn Rand has much to say on the â€Å"proper function† of government, but it is unclear as to what she considers a formal definitionon of what exactly categorizes an organization as a government. Her most specific response to the question appears in the opening sentence of â€Å"The Nature of Government†. The opinion is that the use of force and the enforcement of rules should be limited to government. (Rand) Randall Holcombe references Robert Dahl and Max Weber, summarizing their points of view that a monopoly on the use of force in a given area is the defining characteristic of government, thus adding a spatial characteristic to the definition. Holcombe further points out that obviously a monopoly on the use of coercive force is not required as can be seen from examples of ov... ...orms of government will â€Å"die out† over time, then the Mafia must be relatively efficient. Regardless, efficiency is quite obviously NOT a requirement to be considered a government. Conclusion Of course any number of normative arguments may be raised as to the relative â€Å"fairness† of Mafia governance. That it lacks some air of legitamacy or morality is not at issue. The Mafia lacks a constitution, thus enabling a wide range of government action. Rights are accorded to citizens at the whim of government agents, laws may unknown and erratically enforced, shifts within the leadership of government may be violent and have unstabilizing effects on the region. However, none of these points are at issue here. The argument here is not that the Mafia is the best government, or even a good government. It is simply that it meets an objective criteria to be considered as a government. Bibliography: Holcombe, Randall G., â€Å"The Distinction Between Clubs and Governments,† in The Economic Foundations of Government, New York: New York University Press, 1994 (Chapter 5) Rand, Ayn, â€Å"The Nature of Government,† The Virtue of Selfishness. New York: Signet Books, 1964, pp 107-115

Ken Robinson

Even in modern day 20th century despite our growth in society, anyone who wishes to pursue any dreams or aspirations in the arts is heavily criticized for any chance of success and is frowned upon. In this article, Robinson (2006) takes an interesting approach to convey his point across that school education systems kill creativity. He takes three approaches which are listing, explaining and analysis. He uses he’s own personal stories and professional stand point to grasp the reader’s attention.Robinson discusses the theme spoken throughout the presentations and how it will tie into his presentation. He now goes on by explaining that creativity should be treated with the same status as literacy has in education. According to Robinson (2006) he states, â€Å"We stigmatize mistakes and we’re now running a national education system where mistakes are the worst thing you can make. The result of creating that stigma is that we are educating people out of their creati ve capacities†.Robinson refers to a quote from Picasso that states â€Å"all children are born artist†. How will we fix these issues and keep the creative mindset if all we do is frown upon those who are more artistically bound rather than academically bound. Robinson shares a perfect example of the previous statement. He shares a story of a personal friend named Gillian Lynne, a world known choreographer for Phantom of the Opera and Cats. He opposed the question to Gillian on how she became a dancer and she explained that in school she felt hopeless and could never concentrate.The teacher suggested to her parents that she had a learning disorder; she was sent to see a psychologist who later on came to the conclusion after observing her that Gillian was not sick in anyway, she was just a dancer. She later on attended a dance school, auditioned Ken Robinson 3 for the Royal Ballet Academy, graduated and founded her own company. One of many perfect examples of artistic peo ple who became insanely successful despite the lack of academics.Robinson (2006) concludes with how there are three types of intelligence, â€Å"it’s diverse, it’s dynamic and it’s distinct†. According to Robinson (2006) â€Å"We invest a lot of time into educating children on how to succeed in the future but if we are unable to predict the future in five years despite our expertise the who’s to say we’re meant to educate them for it. † How will we prepare them for a time that is so far away and technology that has yet to be invented yet. Robinson goes into urther analyzation when he says â€Å"We must adopt a new conception of human ecology, one of which we start to reconstitute out conception of the richness of human capacity†. As for the future it won’t serve us. We have to rethink the fundamental principles on which we’re educating our children†. Robinson (2006) How can we push the human capacity to its full potential if we’re not exploring all it its aspects. We would not have people like William Shakespeare if we didn’t explore the artistic aspect and the historic change made in art and literacy. Read also  How Powerful Do You Find Atticus Finch’s Closing Speech?Robinson did an exceptional job at capturing the reader’s attention and let the think of his discussion and making them form their own opinion. He also backed up every point with a personal story and/or fact which made this more effective. He used humour as an essential way to make his presentation entertaining yet analytical. He argued both pros and cons to each paradigm in order to show he was not biased. Ken Robinson 4 Robinson theory that school kills creativity was proven to be well written and presented by adding humour, personal stories and facts. He left the readers with a lot to debate about and consider.

Mcdonald Case Study

McDonald’s: On a Customer-Focused Mission More than half a century ago, Ray Kroc, a 52-year-old salesman of milk-shake-mixing machines, set out on a mission to transform the way Americans eat. Kroc bought a chain of seven stores already existing for $2. 7 million. From the start, Kroc preached a motto of QSCV—quality, service, cleanliness, and value. These goals became mainstays in McDonald’s customer-focused mission statement.Applying these values, the company perfected the fast-food concept—delivering convenient, good-quality food at affordable prices. McDonald’s grew quickly to become the world’s largest fast-feeder. The fast-food giant’s more than 32,000 restaurants worldwide now serve 60 million customers each day, racking up system-wide sales of more than $79 billion annually. In the mid-1990s, however, McDonald’s fortunes began to turn. The company appeared to fall out of touch with both its mission and its customers.Amer icans were looking for fresher, better-tasting food and more contemporary atmospheres. They were also seeking healthier eating options. In a new age of health-conscious consumers and $3 muffin and coffee at Starbucks, McDonald’s seemed a bit out of step with the times. McDonald’s was struggling to find its identity among its competitors and changing consumer tastes. The company careened from one failed idea to another. It tried to keep pace. None of these things worked.However, McDonald’s continued opening new restaurants at a ferocious pace, as many as 2,000per year. The new stores helped sales, but customer service and cleanliness declined because the company couldn’t hire and train good workers fast enough. Meanwhile, McDonald’s increasingly became a target for animal-rights activists, environmentalists, and nutritionists, who accused the chain of contributing to the nation’s obesity epidemic with â€Å"super size† French fries and sodas as well as Happy Meals that lure kids with the reward of free toys.Although McDonald’s remained the world’s most visited fast-food chain, sales growth slumped, and its market share fell by more than 3 percent between 1997 and 2003. In 2002, the company posted its first-ever quarterly loss. In early 2003, a troubled McDonald’s announced a turnaround plan—what it now calls its â€Å"Plan to Win. † At the heart of this plan was a new mission statement that refocused the company on its customers. The company’s mission was changed from â€Å"being the world’s best quick-service restaurant† to â€Å"being our customers’ favorite place and way to eat.The new plan centered on five basics of an exceptional customer experience: people, products, place, price, and promotion. Under the Plan to Win, the goal was to get â€Å"better, not just bigger. † The company invested in improving the food, the service, the atmosph ere, and marketing at existing outlets. McDonald’s redecorated its restaurants with clean, simple, more-modern interiors and amenities such as live plants, wireless Internet access, and flat-screen TVs showing cable news.Play areas in some new restaurants now feature video games and even stationary bicycles with video screens. To make the customer experience more convenient, McDonald’s stores now open earlier to extend breakfast hours and stay open longer to serve late-night diners—more than one-third of McDonald’s restaurants are now open 24 hours a day. Moreover, MacDonald added healthier options, such as Chicken McNuggets made with white meat, a line of Snack Wraps, low-fat â€Å"milk jugs,† apple slices, Premium Salads.In 2008, when the stock market lost one-third of its value—the worst loss since the Great Depression— McDonald’s stock gained nearly 6 percent. Through 2010, as the economy and the restaurant industry as a wh ole continued to struggle, McDonald’s outperformed its competitors by a notable margin. QUESTIONS 1. What are the main environmental factors that affected MacDonald marketing strategy and way of doing business? 2. How MacDonald responded to the changing environment? (How these changes affected its marketing mix? )

The Knot

The Knot Case Study i. Opportunity analysis of People, Opportunity, Context and Deals. a. People: i. David Liu, Chief Executive Officer 1. Nine years of digital production and management experience 2. Managed staff of forty at video production company 3. Founded CD-ROM development firm ii. Rob Fassino, VP of Marketing 4. Eight years of advertising experience 5. Founded digital division of advertising company 6. Produced TV commercials iii. Carley Roney, VP of Creative Development 7. President of RunTime, Inc. 8. Six years as creative director and editor 9. M. A. in Cultural Studies v. Michael Wolfson, VP of New Business Development 10. Founded production company 11. Co-founded digital media division with Fassino v. Russ Casenhiser, Director of Operations 12. Co-founded Bridal Search, Inc 13. Developed industry’s largest searchable database of bridal gowns 14. Co-owned La Galleria – women’s apparel store 15. M. B. A. vi. Becky Casenhiser, Director of Merchandising 16. Co-founded Bridal Search 17. Maintained relationships with bridal gown manufacturers 18. Co-owned La Galleria – managed buying, sales, customer service 19.M. B. A. vii. Erik Herz, Director of Advertising Sales 20. Six years of sales experience in publishing industry 21. Helped launch Marie Claire in the American Market viii. Partnerships: 22. Online: a. Excite i. Features partner/ lifestyle channel b. AOL ii. Featured wedding resource iii. Exclusive honeymoon resource iv. Featured wedding content partner c. Yahoo! v. Developing Yahoo â€Å"I do† weddings 23. Marketing partnerships: d. Bloomingdale’s vi. Online and in-store marketing e. 1-800 Flowers vii. Marketing and promotion partner f. Atlantic Records viii. Marketing and promotion partner . Great Bridal Expo ix. Featured online wedding resource h. Museum of the City of New York x. *The Future of Weddings* i. Harley Davidson Cafe xi. Special promotions, live events j. WEDCOM ‘97 xii. Keynote speake r/online partner b. Opportunity: ix. What is The Knot selling? 24. Online content dealing with various issues in the early parts marriage k. Second marriages, elopement, same-sex marriages, premarital pregnancy 25. Provide convenience l. Wedding-planning m. Fashion n. Beauty advice o. Grooms p. Travel q. Gifts r. Home 26. Gift shop 27. Gift registry x. Customer: 28.People looking to get (re)married. 29. People looking for wedding gifts 30. Wedding-related services xi. Is this service/product a compelling purchase? 31. Yes. People don’t skimp on weddings 32. Recession-proof: 2. 4 million weddings a year/ 34 billion in annual sales and services 33. xii. Can The Knot grow? 34. Yes. Its online well established base will allow it continue growing at a faster rate than any of its competitors xiii. How fast? 35. xiv. How will The Knot reach more customer segments? 36. Not by magazines high cost of infrastructure and development 37.Continue to adapt to technological changes and trend s in the industry 38. Venture into wedding related markets (pregnancy, planning resources for people without money for huge weddings, etc) 39. Offer evolving and compelling information 40. Create new strategic alliances 41. Strengthen user loyalty 42. xv. What are The Knot’s economics? 43. P20 xvi. What stands in the way of success? 44. Competitors 45. Wedding planners 46. c. Context (factors that inevitably changed, but can’t be controlled by The Knot): xvii. Regulatory environment xviii. Interest rates xix.Demographic trends xx. Inflation d. Deals: ii. How much money should they raise? For what purpose? e. Money: f. Purpose: xxi. Increase investment to further develop the brand xxii. Maintaining relationships with advertisers xxiii. Build technological infrastructure xxiv. Launch sites in other countries xxv. Develop gift registry business (p7) xxvi. Develop technology xxvii. Protect trademark/trade names iii. From whom should they raise money? On what terms? g. Whom : xxviii. Venture capitalists 47. Well known team 48. Wedding market has a high growth potential 49. xxix. Strategic partners . Terms: xxx. Provide limited strategic decisions xxxi. Unlimited cash flow iv. What should David Liu and Carla Roney do? Why? i. What to do: xxxii. Continue to provide a wide range of products that keep the customers’ interest xxxiii. Broaden customer base launch sites in other countries j. Why: xxxiv. Maintain/develop technology xxxv. Keep current relationships with advertisers, customers, and retailers xxxvi. Maintain position above competition xxxvii. Respond effectively to competitive pressures xxxviii. Attract advertising from various industries

A Birthday Surprise

It was 19th May of 2006 and it was my father’s birthday. He is the kind of person who prefers simple dinners with his own family instead of noisy celebration with relatives and friends. But that day was special cuz he had his 40th birthday. It was Saturday and after we wished him happy birthday, he went to work. Well my father thought that we were just going to have a dinner as always. But this is what he knew while my mom and I had organized a birthday surprise. She had invited all his close friends and family for a cocktail party in the evening. Everything was ready. Even why I passed all the day shopping I couldn’t wait till my dad came home. Anyway he arrived sooner than I thought and later I began to get dressed. I was totally excited. My mom had the most difficult ‘job’ if I can say so. She had to convinced him to wear a suit and she made it up. Another anusual thing happened. I wrote unusual because my mom asked him to drive. She never did this maybe she has her own car that’s why. I think that my dad understood that he had missed something. So began to ask where are we going and why am I wearing a suit. I told him we changed the reservation but it was irritated hearing him asking the same question over and over again. But finally we arrived and everyone was waiting for him. When my father entered in all began to sing the happy birthday song. I remember everyone had a great time and I won’t forget my father;s happy face telling me I knew something was going on. Time by time I have a look to those photos we had. It really was a special day.

Amu Scin138 Lab 9

0 Points Question 1 of 31 3. 0/ 3. 0 Points Questions 1 through 3 are based on the Lab Exercise, Step 2. Record your answer to Lab Exercise, Step 2, Question 11. How long ago was the igneous rock in rock unit B formed? A. 352 mya B. 380 mya C. 704 mya D. 1408 mya Answer Key: A Question 2 of 31 3. 0/ 3. 0 Points Record your answer to Lab Exercise, Step 2, Question 12. How long ago was the igneous rock in rock unit C formed? A. 70. 4 mya B. 140. 8 mya C. 352 mya D. 704 mya Answer Key: B Question 3 of 31 3. 0/ 3. 0 Points Record your answer to Lab Exercise, Step 2, Question 13. How long ago was the metamorphic rock in rock unit G formed? A. 625 mya B. 704 mya C. 1250 mya D. 2500 mya Answer Key: C Question 4 of 31 3. 0/ 3. 0 Points Questions 4 through 8 are based on the Lab Exercise, Step 3. 4. Record your answer to Lab Exercise, Step 3, Question 14. How long ago were the fossils found in Layer A formed? A. 65. 5–145. 5 mya B. 201. 6–145. 5 mya C. 251–201. 6 mya D. 299–251 mya Answer Key: B Question 5 of 31 3. 0/ 3. 0 Points During what period were the fossils in Layer A formed? A. Cretaceous Period B. Triassic Period C. Jurassic Period D. Cambrian Period Answer Key: C Question 6 of 31 3. 0/ 3. 0 Points Record your answer to Lab Exercise, Step 3, Question 15. How long ago were the fossils found in Layer D formed? A. 251–299 mya B. 359–299 mya C. 416–359 mya D. 444–416 mya Answer Key: D Question 7 of 31 3. 0/ 3. 0 Points During what period were the fossils in Layer D formed? A. Permian Period B. Devonian Period C. Silurian Period D. Ordovician Period Answer Key: C Question 8 of 31 3. 0/ 3. Points Record your answer to Lab Exercise, Step 3, Question 16. How long ago were the fossils found in Layer E formed? A. 444–416 mya B. 488–444 mya C. 542–488 mya D. 1000–542 mya Answer Key: B Question 9 of 31 3. 0/ 3. 0 Points During what period were the fossils in Layer E formed? A. Permian Period B. Devonian Period C. Silurian Period D. Ordovician Period Answer Key: D Question 10 of 31 3. 0/ 3. 0 Points Record your answer to Lab Exercise, Step 3, Question 17. How long ago were the fossils found in Layer F formed? A. 444–416 mya B. 488–444 mya C. 542–488 mya D. 000–542 mya Answer Key: C Question 11 of 31 3. 0/ 3. 0 Points During what period were the fossils in Layer F formed? A. Cambrian Period B. Triassic Period C. Carboniferous Period D. Tertiary Period Answer Key: A Question 12 of 31 3. 0/ 3. 0 Points Record your answer to Lab Exercise, Step 3, Question 18. What is the least amount of time that could have passed during the hiatus represented by younger unconformity seen in Figure 9. 12? A. 101 million years B. 150. 4 million years. C. 206. 6 million years D. 286 million years Answer Key: B Question 13 of 31 3. 0/ 3. Points Record your answer to Lab Exercise, Step 3, Question 19. What is the least amount of time that could have passed during the hiatus represented by the older unconformity seen in Figure 9. 12 ? A. 708 million years B. 762 million years. C. 1333 million years D. 1958 million years Answer Key: A Question 14 of 31 3. 0/ 3. 0 Points 14. Which of the following principles is NOT used in determining the relative age of rocks? A. Principle of Cross-cutting Relationships B. Principle of Original Horizontality C. Principle of Superposition D. Principle of Vertical Continuity Answer Key: D Question 15 of 31 3. 0/ 3. 0 Points Questions 4 through 8 are based on Figure 9. 17 on page 208 of your lab book. Determine the relative age each of the geologic structures shown in the geologic cross section below (Figure 9. 17) from youngest to oldest; then answer the questions below. As before, a wiggly line running across the geologic cross section indicates an unconformity and a fault is indicated with a bold straight line. Which is the youngest geologic structure in Figure 9. 17? A. E B. A C. B D. D Answer Key: B Question 16 of 31 3. 0/ 3. 0 Points Which is the oldest geologic structure in Figure 9. 17? A. A B. C C. F D. D Answer Key: D Question 17 of 31 3. 0/ 3. 0 Points Which letter represents an unconformity in Figure 9. 17? A. A B. C C. E D. F Answer Key: C Question 18 of 31 3. 0/ 3. 0 Points Which letter represents a fault in Figure 9. 17? A. A B. C C. E D. F Answer Key: D Feedback: F Question 19 of 31 3. 0/ 3. 0 Points What is the proper order of geologic structures B, C, D, and F in Figure 9. 17 from oldest to youngest? A. F, B, C, D B. D, C, B, F C. D, F, B, C D. B, C, F, D Answer Key: B Question 20 of 31 3. 0/ 3. 0 Points What relative dating principle states that in a sequence of sedimentary rocks, unless overturned, the oldest beds are at the bottom and the youngest beds are at the top? A. Principle of Cross-cutting Relationships B. Principle of Inclusion C. Principle of Superposition D. Principle of Original Horizontality Answer Key: C Question 21 of 31 3. 0/ 3. 0 Points What relative dating principle states that fossils in a sequence of sedimentary rock layers succeed one another in a definite, recognizable order? A. Principle of Cross-cutting Relationships B. Principle of Faunal Succession C. Principle of Inclusion D. Principle of Superposition Answer Key: B Question 22 of 31 3. 0/ 3. 0 Points The Principle of Cross-cutting Relationships states that A. sedimentary layers and lava flows accumulate as horizontal layers. B. rock fragments found within an igneous intrusion are older than the intrusion. C. geologic structures that cut across other structures are younger than the structures they cut across. D. younger rocks are deposited over older rocks. Answer Key: C Question 23 of 31 3. 0/ 3. 0 Points The Principle of Lateral Continuity states A. sedimentary layers and lava flows accumulate as horizontal layers. B. layer of sedimentary rock originally extended in all directions until it thinned to zero or reached the edge of the basin. C. rock fragments found within an igneous intrusion are older than the intrusion. D. younger rocks are deposited over older rocks. Answer Key: B Question 24 of 31 3. 0/ 3. 0 Points What type of unconformity appears between two parallel sedimentary layers? A. a disco nformity B. a nonconformity C. an angular unconformity D. a sedimentary nonconformity Answer Key: A Question 25 of 31 3. 0/ 3. 0 Points What type of unconformity appears between a sedimentary layer and an igneous or metamorphic rock body? A. a disconformity B. a nonconformity C. an angular unconformity D. a sedimentary nonconformity Answer Key: B Question 26 of 31 3. 0/ 3. 0 Points What type of unconformity appears between a tilted sedimentary strata and a horizontal overlying layer? A. a disconformity B. a nonconformity C. an angular unconformity D. a sedimentary nonconformity Answer Key: C Question 27 of 31 3. 0/ 3. 0 Points If a sample of radioactive material contains a parent isotope with a half-life of 3 years, then at the end of 6 years A. all of the parent isotope remains. B. half of the parent isotope remains. C. one-quarter of the parent isotope remains. D. one-ninth of the parent isotope remains. Answer Key: C Question 28 of 31 9. 0/ 9. 0 Points Questions 28 and 29 are based on the Lab Exercise, Step 1. 1. Record your answers to Lab Exercise, Step 1, Questions 1 through 9. List each of the geologic features shown in Figure 9. 12 from youngest to oldest. C (youngest rock unit A H B D E F I G (oldest rock unit) Answer Key: C, a, h, b, d, e, f, i, G Feedback: ___C____ (youngest rock unit) ___A___ ___H___ ___B___ ___D___ ___E___ ___F___ ___I___ ___G___ (oldest rock unit) Question 29 of 31 4. / 4. 0 Points Record your answer to Lab Exercise, Step 1, Question 10. What letters represents unconformities, and what type of unconformities are they? H is a(n) Angular unconformity ; I is a(n) Nonconformity . Answer Key: an* un*, non* Question 30 of 31 3. 0/ 3. 0 Points A fossil is the preserved remains or traces of a once-living organism. Answer Key: fos* Question 31 of 31 3. 0/ 3. 0 Points An index fossil is a fossil of an organism that was common and had widespread geographic distribution during a short period of time in Earth’s history. Answer Key: ind*, fos* Amu Scin138 Lab 9 0 Points Question 1 of 31 3. 0/ 3. 0 Points Questions 1 through 3 are based on the Lab Exercise, Step 2. Record your answer to Lab Exercise, Step 2, Question 11. How long ago was the igneous rock in rock unit B formed? A. 352 mya B. 380 mya C. 704 mya D. 1408 mya Answer Key: A Question 2 of 31 3. 0/ 3. 0 Points Record your answer to Lab Exercise, Step 2, Question 12. How long ago was the igneous rock in rock unit C formed? A. 70. 4 mya B. 140. 8 mya C. 352 mya D. 704 mya Answer Key: B Question 3 of 31 3. 0/ 3. 0 Points Record your answer to Lab Exercise, Step 2, Question 13. How long ago was the metamorphic rock in rock unit G formed? A. 625 mya B. 704 mya C. 1250 mya D. 2500 mya Answer Key: C Question 4 of 31 3. 0/ 3. 0 Points Questions 4 through 8 are based on the Lab Exercise, Step 3. 4. Record your answer to Lab Exercise, Step 3, Question 14. How long ago were the fossils found in Layer A formed? A. 65. 5–145. 5 mya B. 201. 6–145. 5 mya C. 251–201. 6 mya D. 299–251 mya Answer Key: B Question 5 of 31 3. 0/ 3. 0 Points During what period were the fossils in Layer A formed? A. Cretaceous Period B. Triassic Period C. Jurassic Period D. Cambrian Period Answer Key: C Question 6 of 31 3. 0/ 3. 0 Points Record your answer to Lab Exercise, Step 3, Question 15. How long ago were the fossils found in Layer D formed? A. 251–299 mya B. 359–299 mya C. 416–359 mya D. 444–416 mya Answer Key: D Question 7 of 31 3. 0/ 3. 0 Points During what period were the fossils in Layer D formed? A. Permian Period B. Devonian Period C. Silurian Period D. Ordovician Period Answer Key: C Question 8 of 31 3. 0/ 3. Points Record your answer to Lab Exercise, Step 3, Question 16. How long ago were the fossils found in Layer E formed? A. 444–416 mya B. 488–444 mya C. 542–488 mya D. 1000–542 mya Answer Key: B Question 9 of 31 3. 0/ 3. 0 Points During what period were the fossils in Layer E formed? A. Permian Period B. Devonian Period C. Silurian Period D. Ordovician Period Answer Key: D Question 10 of 31 3. 0/ 3. 0 Points Record your answer to Lab Exercise, Step 3, Question 17. How long ago were the fossils found in Layer F formed? A. 444–416 mya B. 488–444 mya C. 542–488 mya D. 000–542 mya Answer Key: C Question 11 of 31 3. 0/ 3. 0 Points During what period were the fossils in Layer F formed? A. Cambrian Period B. Triassic Period C. Carboniferous Period D. Tertiary Period Answer Key: A Question 12 of 31 3. 0/ 3. 0 Points Record your answer to Lab Exercise, Step 3, Question 18. What is the least amount of time that could have passed during the hiatus represented by younger unconformity seen in Figure 9. 12? A. 101 million years B. 150. 4 million years. C. 206. 6 million years D. 286 million years Answer Key: B Question 13 of 31 3. 0/ 3. Points Record your answer to Lab Exercise, Step 3, Question 19. What is the least amount of time that could have passed during the hiatus represented by the older unconformity seen in Figure 9. 12 ? A. 708 million years B. 762 million years. C. 1333 million years D. 1958 million years Answer Key: A Question 14 of 31 3. 0/ 3. 0 Points 14. Which of the following principles is NOT used in determining the relative age of rocks? A. Principle of Cross-cutting Relationships B. Principle of Original Horizontality C. Principle of Superposition D. Principle of Vertical Continuity Answer Key: D Question 15 of 31 3. 0/ 3. 0 Points Questions 4 through 8 are based on Figure 9. 17 on page 208 of your lab book. Determine the relative age each of the geologic structures shown in the geologic cross section below (Figure 9. 17) from youngest to oldest; then answer the questions below. As before, a wiggly line running across the geologic cross section indicates an unconformity and a fault is indicated with a bold straight line. Which is the youngest geologic structure in Figure 9. 17? A. E B. A C. B D. D Answer Key: B Question 16 of 31 3. 0/ 3. 0 Points Which is the oldest geologic structure in Figure 9. 17? A. A B. C C. F D. D Answer Key: D Question 17 of 31 3. 0/ 3. 0 Points Which letter represents an unconformity in Figure 9. 17? A. A B. C C. E D. F Answer Key: C Question 18 of 31 3. 0/ 3. 0 Points Which letter represents a fault in Figure 9. 17? A. A B. C C. E D. F Answer Key: D Feedback: F Question 19 of 31 3. 0/ 3. 0 Points What is the proper order of geologic structures B, C, D, and F in Figure 9. 17 from oldest to youngest? A. F, B, C, D B. D, C, B, F C. D, F, B, C D. B, C, F, D Answer Key: B Question 20 of 31 3. 0/ 3. 0 Points What relative dating principle states that in a sequence of sedimentary rocks, unless overturned, the oldest beds are at the bottom and the youngest beds are at the top? A. Principle of Cross-cutting Relationships B. Principle of Inclusion C. Principle of Superposition D. Principle of Original Horizontality Answer Key: C Question 21 of 31 3. 0/ 3. 0 Points What relative dating principle states that fossils in a sequence of sedimentary rock layers succeed one another in a definite, recognizable order? A. Principle of Cross-cutting Relationships B. Principle of Faunal Succession C. Principle of Inclusion D. Principle of Superposition Answer Key: B Question 22 of 31 3. 0/ 3. 0 Points The Principle of Cross-cutting Relationships states that A. sedimentary layers and lava flows accumulate as horizontal layers. B. rock fragments found within an igneous intrusion are older than the intrusion. C. geologic structures that cut across other structures are younger than the structures they cut across. D. younger rocks are deposited over older rocks. Answer Key: C Question 23 of 31 3. 0/ 3. 0 Points The Principle of Lateral Continuity states A. sedimentary layers and lava flows accumulate as horizontal layers. B. layer of sedimentary rock originally extended in all directions until it thinned to zero or reached the edge of the basin. C. rock fragments found within an igneous intrusion are older than the intrusion. D. younger rocks are deposited over older rocks. Answer Key: B Question 24 of 31 3. 0/ 3. 0 Points What type of unconformity appears between two parallel sedimentary layers? A. a disco nformity B. a nonconformity C. an angular unconformity D. a sedimentary nonconformity Answer Key: A Question 25 of 31 3. 0/ 3. 0 Points What type of unconformity appears between a sedimentary layer and an igneous or metamorphic rock body? A. a disconformity B. a nonconformity C. an angular unconformity D. a sedimentary nonconformity Answer Key: B Question 26 of 31 3. 0/ 3. 0 Points What type of unconformity appears between a tilted sedimentary strata and a horizontal overlying layer? A. a disconformity B. a nonconformity C. an angular unconformity D. a sedimentary nonconformity Answer Key: C Question 27 of 31 3. 0/ 3. 0 Points If a sample of radioactive material contains a parent isotope with a half-life of 3 years, then at the end of 6 years A. all of the parent isotope remains. B. half of the parent isotope remains. C. one-quarter of the parent isotope remains. D. one-ninth of the parent isotope remains. Answer Key: C Question 28 of 31 9. 0/ 9. 0 Points Questions 28 and 29 are based on the Lab Exercise, Step 1. 1. Record your answers to Lab Exercise, Step 1, Questions 1 through 9. List each of the geologic features shown in Figure 9. 12 from youngest to oldest. C (youngest rock unit A H B D E F I G (oldest rock unit) Answer Key: C, a, h, b, d, e, f, i, G Feedback: ___C____ (youngest rock unit) ___A___ ___H___ ___B___ ___D___ ___E___ ___F___ ___I___ ___G___ (oldest rock unit) Question 29 of 31 4. / 4. 0 Points Record your answer to Lab Exercise, Step 1, Question 10. What letters represents unconformities, and what type of unconformities are they? H is a(n) Angular unconformity ; I is a(n) Nonconformity . Answer Key: an* un*, non* Question 30 of 31 3. 0/ 3. 0 Points A fossil is the preserved remains or traces of a once-living organism. Answer Key: fos* Question 31 of 31 3. 0/ 3. 0 Points An index fossil is a fossil of an organism that was common and had widespread geographic distribution during a short period of time in Earth’s history. Answer Key: ind*, fos*