Week 2 Project Charter 2 - 941 Words

Project Name Redevelopment of a local playground Project Number Project Managers Prioritization Stakeholder (s) Start Date: Scheduled Completion Date: Mission/ Purpose What is your project going to accomplish? How does this project relate to overall goals and objectives of the company? It is part of a program or larger project? Currently the City of Dallas has embarked on an endeavor to upgrade the city’s parks and recreation centers. Our goal is improve the overall safety and to design unique park or recreation center that reflect the culture of the residents who live in the area. Our Project Managers will assist you with planning, organizing, coordinating, leading, and controlling resources to deliver a state of the art†¦show more content†¦Ã¢â‚¬ ¢ The park and playground has to be built on the  ¼ area lot †¢ The playground must be suitable and safe for 5 to 12 years old children †¢ The weather during the project period could stop construction †¢ Budget of the project is maximum of $ 1,650,000. †¢ Building Demolition Project is completed on time †¢ Approval to build from the soil contamination study is received †¢ Approval of the design and approval to build from the community †¢ All building code permits are received Exclusions and Boundaries What are the boundaries of the project? What is to be included and what is to be excluded from the project? Deliverables: Modern playground covering 35,000 sq. ft. Current map of park grounds Individual park base maps and associated narrative descriptions Summary of existing related plans and projects Analysis of site constraints Meeting minutes summarizing agreements/understandings reached Technical Requirements: Playground must meet The U.S. Consumer Product Safety Commission (CPSC), and The Texas Health Safety Code (756.061):(*see documents listed for compliance requirements) All-weather screens must comply with National Parks Design and Safety Standards Limits and Exclusions: Renovations and structures will be built to the specifications and design of the original blueprints provided by the customer. The city is responsible for security and safety of construction site during none construction hours. Contractor reservesShow MoreRelatedProj 586 Week 2: Project Charter/Scope Essay1359 Words   |  6 PagesWeek 2: Project Charter/Scope ProJ 586 Project Name | Construction of a new plant | Project Number | 001-001A | Project Manager | David Mulay | Prioritization | High | Owner(s) | Walter Seitz | Start Date: | April 18, 2011 | Scheduled Completion Date: | June 30, 2012 | Mission | The Purpose of thisRead MoreProject Charter Essay1264 Words   |  6 Pagesï » ¿ Project Name Small World Daycare Summer Program Project Number 1 Project Manager Amanda Price Prioritization Owner(s) Start Date: 9/15/2013 Scheduled Completion Date: Mission/ Purpose What is your project going to accomplish? How does this project relate to overall goals and objectives of the company? It is part of a program or larger project? Our Summer Reading and Activity project for the Small World Daycare will accomplish many things. It will increase summerRead MoreTeam Work Plan1471 Words   |  6 PagesIntroduction/Scope/Objective Group 2 has been formed to complete the project of constructing and a plan to open the new Acme Mexico City (AMC) facility. This includes creating a team work plan (TWP), a project charter (PC), and a project management plan (PMP) for the facility. B. Team Goal: Group 2 is committed to working together as a cohesive unit in an effort to provide the best quality work, which demonstrates integrity, professionalism, and understanding of project management so we can achieve ourRead MoreSelecting a Hosting Provider1189 Words   |  5 PagesALLTECH ALLTECH ERP IMPLEMENTATION PRELIMINARY PROJECT SCOPE STATEMENT GROUP 1 Agarwal, Mayank Meghlan, Saurabh Sheshadri, Suraj www.all-techconsulting.com ERP IMPLEMENTATION PRELIMINARY PROJECT SCOPE STATEMENT GROUP 1 Agarwal, Mayank Meghlan, Saurabh Sheshadri, Suraj www.all-techconsulting.com       1. Executive Summary | ALLTECH intends to implementRead MoreProject: Group Dynamics and Teamwork1644 Words   |  7 PagesSP2750 Project PROJECT: GROUP THEORY Project Introduction: The course project aims at providing you an opportunity to implement your learning about group dynamics. This hands-on part of our class enables you to enhance and develop your skills and techniques of group dynamics, helps you be more competent in an actual group process, and enables you to see the value of teamwork. Collaboratively, the team will work on becoming a team with proactive techniques, diverse ideas, and problem-solving skillsRead MoreBuilding a house project charter Essay1302 Words   |  6 PagesExecutive Summary This document defines the Project Charter for a project to build the house for Mr. Anthony Carter and family in the area with main intersection Sheppard Ave and Warden Ave, Scarborough, Ontario. This Project Charter describes the purpose, scope, objectives, estimated cost/ effort/ duration, risk and constraints, assumptions, approach and organization. The project will commence on July 1, 2013 and will complete no later than July 1, 2014. The purpose is to complete on timeRead MoreHrm 517 Week 6 Assignment 1 Planning Document896 Words   |  4 PagesHRM 517 WEEK 6 ASSIGNMENT 1 PLANNING DOCUMENT To purchase this visit here: http://www.activitymode.com/product/hrm-517-week-6-assignment-1-planning-document/ Contact us at: SUPPORT@ACTIVITYMODE.COM HRM 517 WEEK 6 ASSIGNMENT 1 PLANNING DOCUMENT HRM 517 Week 6 Assignment 1 - Planning Document You have recently been appointed head of human resources and are now in charge of managing a small team. Your next project is to revamp the compensation and benefits package employees are receivingRead MoreProject Manament1078 Words   |  5 Pages |Strategic Portfolio and Project Management | Copyright  © 2010, 2009, 2005 by University of Phoenix. All rights reserved. Course Description This course introduces students to the planning phase of project management. Students will discover the connection between strategic portfolio management and project management. Other topics include project-based versus non-project-based organizations, activity planning and sequencingRead MoreProject Charter: Onsite Be Detector Essay1314 Words   |  6 Pagesï » ¿A. General Information Project Title: Project B: Optical Fluorescence and Laser-Induced Breakdown Spectroscopy Performance for Estimating Beryllium Concentrations in Soils at the Luckey Site Brief Project Description: Using 40 soil samples, we will compare Beryllium measurement strategies to assess the possibility of onsite Be measurement and analysis. Prepared By: Date: 9/22/13 Version: 3.14 B. Project Objective: The purpose of this project is to determine whether real-timeRead MoreProject : Online Workflow System Essay761 Words   |  4 PagesProject Charter Project initiation Project name: Online Workflow System Approval Date: 9th October 21, 2015 Project sponsor: Chief executive officer Project Manager: Managing Director of the information technology department Primary customers/partners Users Our organization Staff/employees Our organization Project Core members Role Delivery Ownership Project manager Responsible for planning, communications, budget planning, schedule progress and change management. Database administrator Database

The Importance of Geography in The Killer Angels Essay

The Importance of Geography in The Killer Angels War is a complicated event. Many different factors are considered in the strategic planning during a war. The number of troops, ammunition supplies, and the lay of the land are just three of the considerations that must be given when fighting a battle. Such considerations were made during the Civil War Battle of Gettysburg. In The Killer Angels by Michael Shaara, Shaara uses geography throughout his recounting of the event. His use of geography is seen in his descriptions of the people involved, his description of the climate, and his superb outlining of the natural landscape. In the novel, Shaara begins by describing the Armies. On the side of the†¦show more content†¦Throughout the story, the climate seems to be ever changing. Rain is rather sporadic and thunderstorms do arise on occasion. Due to the rain, many dirt roads are impassible by the horses. Since horses are the main mode of transportation, the movement of troops is greatly hampered by heavy rain. The heat is also another factor. The battle takes place in the beginning during the first three days of July. The troops suffer in the heat and often make recognition of how it effects their mental ability to think and their physical ability to move. This is seen when the Union Colonel Chamberlain says, Must remember to cover up. More susceptible to sunstroke now. Cant afford a foggy head (26). A morning fog and an afternoon haze often appears around the mountain ranges which limits the sight distance of the men. Definitely, adapting to the climate is important in the ability to fight this battle. Next is the natural landscape. The natural landscape of the areas within and surrounding the town of Gettysburg, Pennsylvania is pivotal in determining the outcome of this battle. Who ever can master the land can master the battle. The effects of the land can begin to be seen as Robert E. Lee is informed of the Union armys location near Gettysburg. This location is much closer than originally thought. The terrain of this area is an uneven one.Show MoreRelated Powerful Imagery and Themes in The Killer Angels Essay2337 Words   |  10 Pages   Ã‚  Ã‚   In The Killer Angels, Michael Shaara fictionally illustrates the historical facts of the battle at Gettysburg. Shaara gives action and words to characters of another time, and then places these players on the stage of this great battle. Through the use of powerful biblical and non-biblical imagery and themes the epic nature of the battle at Gettysburg and its characters are enhanced. Such imagery and themes, combined with Shaaras fictionalization, help to contribute to why this singleRead MoreYamaha Motorcycles Is Innovation the Main Driver for Sustaining Competitive Advantage?21109 Words   |  85 Pagesexplore   the   extent   to   which   innovation   is   the   main   driver   for   sustaining  competitive  advantage.  Ã‚  The  study  itself  explores  a  real  life  company,  namely   Yamaha   and   also   its   consumers   to   understand   their   view   of   innovation   and   its   i mportance  to  sustaining  competitive  advantage.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  .      In   order   to   understand   the   current   theory   around   innovation,   an   extensive   review   of   literature   was   conducted.            This   review   led   to   the   development   of   three   propositions  Read MoreThe Mind of a Marketing Manager26114 Words   |  105 Pagesshape your own destiny or be shaped by somebody else s. Market-shaping Radically innovative Defining standards Customer-driven Customer intimate Personal service Market-driven Customer generic Category killers Customer-focus Customer aware Product thinking - Concept leaders - As conventions, standards and regulation rapidly evolve, they are shaped by those who are the leaders, the innovatorsRead MoreMarketing and E-commerce Business65852 Words   |  264 Pagesafter reading this book, we expect that you will be able to participate in, and even lead, management discussions of e-commerce for your firm. what’s new in the TENTH edition New Chapter on Social, Mobile, and Local Marketing Given the growing importance of social, mobile, and local marketing in e-commerce, we have written an entirely new chapter devoted to providing an in-depth examination of these topics. In this new chapter, you will learn how companies are using Facebook, Twitter, and PinterestRead MoreStrategic Marketing Management337596 Words   |  1351 Pageswithin the environment demands a more strategic approach rather than less. We have also introduced a considerable amount of material designed to reflect some of the areas that have emerged over the past few years and that currently are of growing importance. The most obvious of these are e-marketing, branding, the leveraging of competitive advantage and CRM. It is not intended that this should be used as an introductory text: we have deliberately assumed that readers will have had some prior exposureRead MoreManaging Information Technology (7th Edition)239873 Words   |  960 PagesDigital World Computer Networks: High Bandwidth, Wireless, Cloudy The introduction of a Web browser in the mid-1990s that used an Internet communications standard (TCP/IP) to link companies and individuals to the Internet has been described as a â€Å"killer application† due to its widespread global impact. Demands for high-speed Internet access have spurred investments by government and the private sector to install fiber-optic (high-bandwidth) lines. Today, many households in developed countries

The Life of John Lennon Free Essays

The Beatles was one of the greatest rock and roll bands that have infiltrated the music industry by storm. Their music have been a legacy throughout the history of music and the four members namely: John Lennon, Paul McCartney, Ringo Starr and George Harrison have all achieved the superstar celebrity status. In 1965, the accomplishments of the Beatles exceeded the expectations of Lennon because during this time they were able to conquer the US, UK and the whole world (Henke 4). We will write a custom essay sample on The Life of John Lennon or any similar topic only for you Order Now Then, later on 1968, The Beatles launched their own record company, Apple. They called it â€Å"Western Communism,† an effort to free themselves from the heavy hand of corporate domination, to gain autonomy for themselves as artist. They also hoped to bring promising artists into Apple and to make experimental music. At the beginning it seemed as if the Beatles might succeed. It also seemed as if Apple could easily deteriorate into the biggest institution of hip capitalism, in which the Beatles gained nothing except the profits from the sale of their records, profits that Capitol have previously held. Wiener 73) Among the four Beatles, Lennon’s life and achievements have been the most controversial. His beliefs, philosophies, music and experiences were able to mould him in becoming one of the most influential people in the world during his times. As a celebrity, he advocated many causes and disclosed many sentiments about politics. He said that the government does not represent the people, instead they control them (Coleman). Moreover, in an interview, Lennon disclosed that he is the â€Å"laziest person in England†¦ I don’t mind writing†¦ or speaking bust sex is the only physical thing that I can be bother with any more† (Cleave). However, Lennon’s life was cut short when he was assassinated by a fan on December 8, 1980. His killer, Mark David Chapman, was convicted of murder nd was given a sentence 20 years in prison. Chapman applied several times for parole but he was always declined by the New York State Board of Parole (CBS Interactive). How to cite The Life of John Lennon, Essays

Cement Industry free essay sample

UAE is one of the prospering economies of the world whose per capital income is in par with some of the most developed nations of Europe. This is attributable to the oil revenues and the booming real estate market. This boom created a base for competition in the country market from different sectors like industrial sector especially mentioned the â€Å"Cement Industry†. Cement industry is fast growing due to the growing real estate market in the country and especially in Dubai and Abu Dhabi. At present, there are nine cement factories in United Arab Emirates and they produce 8. 5 million tons of cement every year. The emirate of Ras Al Khamah is the largest cement producer in United Arab Emirates. In our report, we studied the cement industry in UAE and analyzed them financially for the years from 2008 to 2010. Assuming that three main cement producers in the Emirate of Ras Al Khaimah will represent the whole cement market as they are the biggest cement producers according to the economic publications and their level of productions. We will write a custom essay sample on Cement Industry or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The analysis included Union Cement Company (UCC), Gulf Cement Company (GCC) and Ras Al Khaima Cement Company (RAKCC). The choice of the companies based on the similarity of their core business and productions activities beside the fact that they all listed in Abu Dhabi Securities Exchange market (ADX) giving us the opportunity for fair comparison. Financial analysis for the companies based on their published annual financial reports in ADX has been conducted to check their financial performance for the years from 2008 to 2010. The analysis take in consideration the corporate governance mechanism conducted in each company to check the effectiveness of the corporate governance on their financial performance in the market. Assuming the average of the three companies will represent the market, an overall ranking of the best company in the market is conducted based on financial analysis ratios and their corporate governance mechanism implemnted.

RR 2 Essays (585 words) - Ballets, Creative Works,

Reading Reaction Reading Reaction on "The Lesson" The short story "The Lesson" by Toni Cade Bambara is about a group of relatively young children who live in the same neighborhood and are mentored by an educated woman who also lives in their neighborhood. The setting for most of the story takes place on Fifth Avenue in the well-known toy store called F.A.O. Schwartz. The woman, Miss Moore, attempted to teach the children about the concept of "true/real money" and was able to do so with giving the main character, Sylvia, five dollars to pay the cab driver and asked her to do the math and give the driver a ten percent tip. After some chatter and discussion between the children and Miss Monroe, there was something taught to them, at least some of them. Without revealing the ending, there is definitely a lesson learned, as the title of the story would suggest. "The Lesson" has an array of characters that include children called Flyboy, Sugar, Junebug, Mercedes, Q.T., Rosie Giraffe, Big Butt, and Sylvia. The story is told from Sylvia's perspective and it can be assumed that she is not very old based on her vernacular and thought process; Sylvia is probably between the ages of eight and ten. She, being the main character, is considered to be the protagonist and her mentor, Miss Moore, is the antagonist. An antagonist is most often described as the villain or the opposing person within the plot. Some infamous antagonists come from fictional stories like the Joker (who is Batman's arch nemesis), Darth Vader (the evil one in Star Wars), or Lord Voldemort (from the Harry Potter series). What can confuse someone about the antagonist is that they may assume it is the character with bad intentions. However, in cases like the story of Deadpool, the protagonist has bad intentions or more of a villain-like character, but since he is the main character, he cannot be the antagonist. Miss Moore is not evil, but she does challenge Sylvia. With that, and the fact that Sylvia is the protagonist, Miss Moore is the antagonist. Miss Moore challenges Sylvia in many ways, but they are all strictly concerned with education, whether that be school subjects or real-life aspects. The first incident that Sylvia talks about is when Miss Moore asks the kids if they knew what real money is as opposed to monopoly money. Sylvia was turned off by that and even sounded offended because of course they knew what money was. Sylvia said, "And Miss Moore asking us do we know what money is like we a bunch of retards," (Bambara, 1972, p. 16). This sets a premise for the moral of the story in which is revealed towards the end of the story. Another question that Miss Moore posed to the children was asking if they had a desk at home to use. Some of them pipe in and say that they do or that they do not, but she attempts to explain how it's important to have a personal work space. Unfortunately, Flyboy interrupted, and she could not finish what she was going to say, however it was leading into something presumably deep. Sylvia, being the young impressionable child that she is, is easily susceptible to teachings by anyone, let alone an educated adult such as Miss Moore. The protagonist vs antagonist relationship in the short story, "The Lesson" is clearly a mentor/mentee relationship between Sylvia and Miss Moore.

DREDD SCOTT essays

DREDD SCOTT essays America in 1857 was a nation on the brink. Relationship between the North and South had been strained for decades and was only getting worse. All tension had to do with the issues of slavery. In 1848 the U.S. had acquired new lands in the Mexican cession, and the debate was on. The question was whether or not the South should be allowed to spread slavery into the new states. This debate turned violent many times. The South threatened to secede from the Union if a candidate from the Republican party, who was antislavery, won. Amidst all of the tension would emerge a slave named Dredd Scott. Dredd Scott was a slave to Dr. John Emerson in St.Louis, Missouri a slave state. Scott spent most of his time in Illinois, a free state, because his owner Dr. Emerson was an Army doctor and he stayed in Fort Armstrong in Illinois. Living in a free state had constituted freedom for previous slaves so Scott felt that he too deserved his freedom and he brought his first case to court on April 6, 1846, at this time he had moved back to Missouri and was the property of Dr. Emersons wife. Scott filed a declaration on April 6, 1846,which stated that Mrs. Emerson had beat, bruised and ill treated him before imprisoning him for twelve hours. He declared that he was to be free on the basis that he had lived of Fort Armstrong and Fort Snelling which were both located in free states. Scott felt that he had a strong case as the Supreme Court of Missouri had freed slaves previous to him who had also traveled with their masters to free states. Scott lost the first case and brought the case up again in 1850 to the Supreme Court of Missouri, the same court which had freed slaves previous on the same terms. The difference now was that two of the three justices serving on the court were pro-slavery whereas in cases prior to Scott vs. Emerson the Justices had a more apathetic view of slavery and saw it as a...

Depends on what you talk about Assignment Example | Topics and Well Written Essays - 1250 words

Depends on what you talk about - Assignment Example The most vocal and obvious of these popular culture mechanisms is of course visual media; to include Hollywood and television programming. Through this mechanism, fairness, goodness, and trust within the criminal justice system are nearly daily portrayed to the stakeholder within society. One can hardly turn on primetime television without encountering a dozen â€Å"crime dramas†; each of which seek to imbue the viewer with a sense of awe, appreciation, and trust with regards to the judicial process. Interestingly, the film which will be analyzed and compared/contrast within this brief analysis, â€Å"The Maltese Falcon† helps the reader to trace the development of how this concept of trust in the judicial system was introduced into the American consciousness via the silver screen. Film critics and scholars alike have denoted that â€Å"The Maltese Falcon†. As such, with regards to the films in question, the viewer is presented with a flawed lead character; a detective who is quite obviously cast as experiencing a lack of luster for his job and yearning for missing elements to a rather unfulfilled life. By casting the lead detectives in this way, the film is able to draw a level focus to the fact that even though the individual may be flawed, the criminal justice system is impartial enough to ensure that justice is still served regardless of the personal shortcomings that those who work within the process might exhibit. Yet, the careers of the failed professional represented in â€Å"The Maltese Falcon† does not discount the tacit level of trust or belief in the criminal justice system that is reflected; rather, it compounds it be intimating that the criminal justice system is so perfect and so omniscient that even their jaded and rather flawed a pproach to it will still return the same high minded result. An interesting aspect of the file, with regards

Word of God Research Paper Example | Topics and Well Written Essays - 1750 words - 1

Word of God - Research Paper Example differences, both Testaments describe Gods relationship with the world and His people, both reflects and serves as a source for  Christian theology.  Theological dogma, adopted by the Christian Church two millennia ago, is that the Sacred Scripture is the Word of God and Jesus Christ is the personalization of the Word. The skeptics, who do not share the Christian point of view, accept the Bible as an ancient, wise, yet a book created by human mind. Nevertheless,  the integrality of the Bible seems surprising enough. The Book was written by over 40 authors who came from just about every walk of life, including fisherman, kings, a butler, priests, and a tax collector. The 66 books of the Bible were written over a 1,500 year span in three languages on three continents within one theme. "If a fragment of stone were found in Italy, another in Asia Minor, another in Greece, another in Egypt, and on and on until sixty-six fragments had been found, and if when put together they fitted perfectly together, making a perfect statue of Venus de Milo, there is not an artist or scientist but would arrive immediately at the conclusion that there was originally a sculptor who conceived and carved the statue. The very lines and perfections would probably determine which of the great ancient artists carved the statue. Not only the unity of the Scriptures, but their lines of perfection, suggest One far above any human as the real author. That could be no one but God."(Shelly, 1990, p. 114) Also, the fact that the Bible accurately and truthfully recorded historically verifiable events is a great indication of its truthfulness. Through both, archaeological evidences and other writings, the historical facts mentioned in the Bible have been proved many times. So, all archaeological and manuscript evidences supporting the Bible make it the best-documented book from the ancient world. Nelson Glueck, a respected Jewish archaeologist claims, "It may be stated categorically that no

International Relations - Political Science Essay

International Relations - Political Science - Essay Example Globalization can be viewed as both a curse and a cure but in either case, it is inevitable. The concept of a â€Å"shrinking world,† a world wherein travel, trade and communications between countries is becoming easily accessible by all, is luring more and more companies into the worldwide market thanks to significant advances in transportation, communication and a recognition of the success of libertarian marketing systems. It is typically viewed as a necessary and unavoidable key to future world economic development. Others have denounced the process as it seems to increase the current inequalities that exist within and between nations, threatens the employment and living standards of individuals in all countries as talent is pulled from each and low-paying jobs are farmed out to others and prevents the natural social progress with which each of these countries have been involved. Much of the globalization effort is being organized and encouraged by the Western capitalist countries and the big businesses that have ever-increasing power in the political circles, forcing their own ideals, agendas and policies upon developing nations desperate for some help. The reduction of trade restrictions along with the opening of monetary incentives to foreign investments over the last two decades has combined to stimulate economic development. The expansion of free market policies is the economic tool, one already in place and expanding, which is affecting technological advancements and wealth. (Burns, 2006). Because of the increased ability for these larger corporations to move into smaller markets, bringing in their greater resources, greater capital and greater ability to undercut their competitors, smaller businesses are finding it more and more difficult to survive the globalize marketplace. Rather than leading to an increased diversification in the market, as well a s the associated opportunities for employment and

Reliance Industries Limited: Effect of Globalisation

Reliance Industries Limited: Effect of Globalisation The Reliance Group, founded by Dhirubhai H. Ambani, and is one of the largest private sector companies in India, with businesses in the energy and materials value chain. Reliance Groups annual revenues are in excess of US$ 58 billion. The flagship company, Reliance Industries Limited, is a Fortune Global 500 company. Reliance activities span exploration and production of oil and gas, petroleum refining and marketing, petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles, retail and special economic zones. Reliance is the largest polyester yarn and fibre producer in the world and among the top five to ten producers in the world in major petrochemical products. Major Group Companies are Reliance Industries Limited (including main subsidiary Reliance Retail Limited) andÂÂ  Reliance Industrial Infrastructure Limited. Reliance Group is a highly diversified group and is in to multiproduct business like oil/gas exploration, retail of petro/consumer products and mfg. of petrochemical/refining and textile products. Here I have summarised how Globalisation has affected the survival and sustainable development of Reliance Industries Ltd. GLOBALISATION If I were to summarise in one word as to what is Globalisation Liberalisation is leading to.. I will say Competition. Globalisation has a significant impact on entrepreneurial enterprises in many ways. Globalisation provides a great opportunity for entrepreneurial ventures to expand their business internationally. With the help of local governments, large corporations, and international organisations, entrepreneurial enterprises are able to confront the challenges posed by globalisation and economic liberalisation, to improve their competitiveness in the global market, and better serve the global consumers. A number of hypotheses are examined to understand how globalisation has affected the survival and sustainable development of entrepreneurial enterprises. Globalisation has forced Reliance in the following ways It has aligned with the global trends Development policies and compensation systems were put in place. Built leaders within organisation, within this talent pool. International Business Environment affects the development of RIL India imports about two-thirds of its crude oil requirement. Exploration and production of oil and gas is critical for Indias energy security and economic growth. Reliances oil and gas exploration and production business is therefore inexorably linked with the national imperative. Exploration and production, the initial link in the energy and materials value chain, remains a major growth area and Reliance envisions evolving as a global energy major. Over the years the EP industry has registered significant growth, primarily due to spiraling crude oil and gas prices. With growing competition and ever growing demand for energy, especially from developing countries, the focus is on energy security. RIL began gas production within six and a half years of gas discovery, in comparison to the world average of 9-10 years for similar deep water production facilities. Continuous gas production for about a year, with 100% uptime, once again demonstrates the Companys flawless commissioning and execution capabilities. In April 2010, RIL entered into a joint venture with the USA based Atlas Energy, Inc. (Atlas) under which RIL acquired 40% interest in Atlas core Marcellus Shale acreage position. RIL has become a partner in approximately 300,000 net acres of undeveloped leasehold in the core area of the Marcellus Shale region in south western Pennsylvania for an acquisition cost of $ 339 million and an additional $ 1.36 billion capital costs under a carry arrangement for 75% of Atlass capital costs over an anticipated seven and a half year development programme. Low operating costs and proximity to USA northeast gas markets combine to make the Marcellus Shale region one of the most economically attractive, unconventional natural gas resources play in North America. The acreage will support the drilling of over 3,000 wells with a resource potential of approximately 13.3 Trillion Cubic Feet equivalent (TCFe). While Atlas will serve as the development operator for the joint venture, RIL is expected to become a development operator in certain regions in the coming years in the JV. Atlas will continue acquiring leasehold in the Marcellus Shale region and RIL will have the option to acquire 40% share in all new acreages. RIL also obtained the right of first offer with respect to potential future sales by Atlas of around 280,000 additional Appalachian acres currently controlled by Atlas (not included in the present joint venture). The RIL-Atlas joint venture has the potential to become one of the largest prime acreage holders in the Marcellus Shale region. This joint venture will materially increase RILs resource base and provide an entirely new platform from which to grow its exploration and production business while simultaneously enhancing its ability to operate unconventional projects in the future. Additionally, RIL has farmed out 20% PI in the blocks Borojo North and Borojo South in Colombia; and 30% PI in block 18 and 25% PI in block 41 in Oman. The Regional Government of Kurdistan has assigned third party participating interest of 20% each in blocks Rovi and Sarta to M/s OVM; the assigned agreement is yet to be signed by RIL. RIL now has 13 blocks in its international EP portfolio including 2 in Peru, 3 in Yemen (1 producing and 2 exploratory), 2 each in Oman, Kurdistan and Colombia, 1 each in East Timor and Australia; amounting to a total acreage of over 93,500 sq. kms. Sustainability Strategy adopted/used by RIL in Global Markets Reliance has made sustainable development a cornerstone of its business strategy to achieve sustainable and profitable growth. RIL adopted principle of materiality and prioritized key issues after collective deliberation by management and key stakeholders. These issues include; Energy Security, Health Safety, Corporate Governance and Transparency, Product Responsibility, Climate Change and Waste Management. RIL sustainable development strategy draws on proven technology and risk management framework and evolves from the materiality analysis that has been performing over the years. The focus areas under sustainability development strategy include the following: Energy Security As a company RIL involved in the energy and materials value chain, so it is committed to responsible use of energy. Its systems and processes ensure optimum energy usage by continuous monitoring of all forms of energy and increasing the efficiency of operations. Growth through Innovation RIL firmly believe that growth through innovation will give a big competitive advantage and will be a key differentiator. Companies goal is to make RIL one of the most innovative companies in the world and to achieve breakthrough growth in revenues and profits by creating and implementing sustainable solutions. RIL is developing an innovative ecosystem that builds on organisational systems and processes, talent management, open innovation and world class RD facilities. Health and Safety Safety overrides all production targets this vision drives RIL to continuously look for ways to achieve zero accident at workplace. RIL vision is to develop a dedicated pool of safety professionals and lead in safety performance across its operations by focusing on process safety and behavioural safety.. Environment Protecting the environment and preserving natural resources is a high priority area. Through annual environment plan and business targets, RIL identify projects and take action to reduce water consumption and become carbon neutral and achieve maximum possible recycling and reuse of wastes. RIL set targets for key environment-related performance indicators such as material intensity, GHG emissions, air quality, water consumption, effluent discharge, waste generation and disposal, and conservation of bio-diversity. Product Responsibility For RIL, product responsibility is to offer efficient and reliable product and services with minimum environmental impact throughout the life cycle of the product from the cradle to the grave. Its product and services are designed, manufactured and delivered with principle consideration of customer safety. Social Institution Building Social welfare and community development is at the core of RIL/s Corporate Social Responsibility (CSR) philosophy. RIL strategy is to have close and continuous interaction with the people and communities around our manufacturing divisions to bring qualitative changes and support the underprivileged. Strategy Milestones Made significant investments in EP of OG to secure energy supplies Implemented systems to monitor and measure sustainability performance Introduced sustainability awareness programmes in the intranet Formed the Reliance Innovation Council Sustainability report assured by an independent assurance provider

Status Of Transition From Socialism Essay -- essays research papers f

Vietnam is a country whose economy is evolving. Its rapidly changing economy is facing significant alterations in the process of transition. Vietnam is moving away from its current economy, which is a non-market socialist one, towards a market economy with a socialist orientation. Vietnam is one of the poorest countries in the world with a Gross Domestic Product of only $300. High levels of population along with the proper training will allow Vietnam to effectively use its number one resource, people. Australia plays a key role in assisting Vietnam's economic growth and development through their aid programs.   Ã‚  Ã‚  Ã‚  Ã‚  Economic reforms are changing Vietnam from an agricultural rich economy to a service industry one. Throughout the years, agriculture, as a percent of Gross national product, has decreased from year to year, while service and industrial are increasing. This steady decline is because of the changing situation with its economy. With this decrease, migration to cities and towns is usually normal, but not in this case, as Vietnam has stayed primarily rural. The main agricultural cash crops in Vietnam are rice, coffee, cashews, corn potatoes rubber, soybean and tea. Clothing, computers and electronics are a growing part of the economy as well. Tourism is the largest industry in the service sector.   Ã‚  Ã‚  Ã‚  Ã‚  In Vietnam land sales are not permitted. This is because of the communist rule, and the ownership of all land by the state. During the current economic reform to a market system of economy, household farms have replace the once popular collective farms. Land rights are guaranteed to the families for twenty years on farmland and fifty years for forestland. Though the farmers can still not own land they do have the right to use it, rent it, inherit it, and well as claim it as collateral.   Ã‚  Ã‚  Ã‚  Ã‚  The changing economy has caused the industrial and service sectors to steadily expand. With this increase, many are being dominated by state owned industries. Along with the escalating change towards a market economy, competition within the private sector has also risen due to the fact that state owned enterprises are increasing as well. If these state owned enterprises were private then economic efficiency would be increased as well. This in turn would benefit the Vietnam economy and people. Th... ...ng money into such areas but has also instituted programs in order to help Vietnam be more self-sufficient. They are training people in international law and human rights, as well as funding for research in the area of public and international policy. Along with the teaching and funding Australia is also monitoring the programs to make sure they are effective and being used to there full potential.  Ã‚  Ã‚  Ã‚  Ã‚   Vietnam is a country whose economy is going through changes and with the support of such countries such as Australia, Vietnam’s goal to move from its current economy, which is a non-market socialist one, towards a market economy with a socialist orientation is become closer to attain. The change of the economy and stable growth will help Vietnam raise it quality of living as well as open up doors to the country and its people. Bibliography The United Stated Library of Congress (http://lcweb2.loc.gov/frd/cs/vntoc.html) Gardener, L.C. et al. (1997) Vietnam: The Early Decisions. Austin: university of Texan Press. Karnow, Stanley (1983). Vietnam A History. New York: Penguin Books. Long, Robert Emmet (1986). Vietnam: The Early Decisions. New York: Wilson.

My Yoga Experience

In the contemporary world, life can really be hectic and stressful. The influx of schedules for work, school and others have taken most of the time of people's daily routine. Leaving them with little time for themselves to unwind and relax. This is the point when people start to get saturated from their lives thus the feeling of lethargy and void. They tend to look for an escape to the world of routines and deadlines. But vacations or leaves should not be just once or twice a year, these activities should be embedded into people's everyday lives. I, for one, have experienced overworking myself to the point that I have neglected the state of my health. I was too busy that I have forgotten to eat regularly and to sleep on time. Basically, I was so engrossed with my work that I became unaware of the negative effects of my actions. As a result, I was exhausted all the time, I got sick more often and my body began to deteriorate externally and internally. When I realized that these consequences could really harm me, I started to modify my schedule. I gradually lessened my work load and allotted more time for wellness and relaxation. I found yoga as the best method for natural healing. Ever since I became involved in this kind of physical exercise, days of restlessness and fast-paced itineraries were long gone. Yoga have really changed the way I live my life. It is not only the toning of the physical body but of the mind and spirit as well. Yoga is holistic experience that strengthen all the aspects of being human. For centuries, yoga have been practiced as a form of relaxation and exercise that emanated in India. According to Sanskrit, an ancient Indian language, yoga means â€Å"union. † It is presumed that the term â€Å"union† describes the relationship between the â€Å"mind, body and spirit. † More so, yoga is also called â€Å"asana† which refers to the â€Å"practice of physical postures or poses. † It is part of â€Å"eight ‘limbs’ of yoga wherein the â€Å"the majority of which are more concerned with mental and spiritual well being than physical activity† (Pizer, 2007, â€Å"What is Yoga? †). Moreover, based on advaita vedanta, a yoga philosophy, the goal in life is to determine true origin or nature of oneself which is also typically called by many as â€Å"self realization or God realization† (Advaita Yoga Ashrama, 2008, â€Å"Four Margas or Paths of Yoga†). To fully appreciate the world of yoga, I also studied its history and fundamental principles. Yoga originated from the â€Å"Indus Valley civilization. † The term yogi is accredited to those who practice yoga. For the yogis, yoga techniques are actuated to attain amplify spirituality. Also, they â€Å"encourage the union with the finite jiva (transitory self) and with the infinite Brahman (eternal self) which is also used to refer to ‘God'. † Yogis believe in Pantheism which teaches that â€Å"God is everything† wherein God is an an impersonal, spiritual substance, coexisting with all of reality. Through this doctrine, human beings can be considered as a God but because of ignorance people cannot comprehend they are God. In order to resolve this dilemma, enlightenment or an experience of union with God is needed (Allaboutspirituality. org â€Å"History of Yoga†). Before I started to practice yoga, I was a little bit apprehensive. I thought from what I saw on the television and magazines that doing yoga would only entail stretching and meditating. Also, the testimonials who have tried yoga have affected my judgment about it. Most of them disclosed that yoga is a form of physical exercise that tones the body. I was skeptic that it would bring me relaxation and tranquility because my mind usually wanders whenever I am idle and physical activities are not my idea of leisure. I finally tried yoga when my friend insisted that my preconceived notions are incorrect. So to end our bickering about the subject, I decided to attend a class. After only one session, all my assumptions were falsified. It came to my surprise that yoga is nothing what I have imagined. In an instant, I fell in love with yoga and I clamored for more so I took it up regularly. The practice of yoga had really improved my body, health and even my outlook in life. What sets yoga apart from other natural healing methods is that it aims for perfection. Practitioners of yoga must try to naturally attain perfection to achieve enlightenment. However, in order to get there, one should eliminate being self-centered. The path to perfection must be free from hurdles that would make practitioners of yoga deviate from their original goal. So, intense discipline of the mind, body and spirit are the fundamental factors needed to make perfection materialized. At a cost of $12 to $16 per session, attending yoga classes is really cheap. But there is a more inexpensive way of doing yoga which is by taking bundle sessions that cost about $50 to $190 for 10 sessions. I chose the bundle sessions because achieving the effects of yoga do not happen overnight, it will take some time, effort and dedication before a practitioner can see and feel the results. During the beginner's phase of my yoga classes, my instructor taught us different positions and the seven â€Å"chakras† or energy centers. The first chakra is â€Å"Muladhara†which is located below the spine. This brings stability and solidity to yogis. The proper posture for this chakra is the â€Å"setu bandhasana† or â€Å"bridge† which revitalizes the thigh and abdominal muscles. The second chakra is called â€Å"Svadhisthana† which connotes sweetness and it is located at â€Å"the lower abdomen and womb area. † The â€Å"Bhujanasana or The Cobra† is the appropriate position for this chakra which starts with a lying position then the upper body is slowly drawn upwards. The third chakra is called â€Å"Manipura† which when translated refers to yellow lustrous gem. â€Å"Manipura† chakra can be found at the area of the solar plexus and the navel. This chakra can channel will and power if the correct posture is used. The â€Å"Dhanaurasana â€Å" or â€Å"The Bow† position concentrates on the belly. It massages the muscles for easy digestion. The fourth chakra is â€Å"Anahata† which is situated at the heart and its function is anything that concerns with love. â€Å"Ushtrasana† of â€Å"The Camel† is the best position to open this chakra. â€Å"Visuddha† is the fifth chakra which is positioned at the throat. This chakra can purify the body using its corresponding posture called â€Å"Matsyasana† or â€Å"The Fish† which is good for â€Å"opening and calling attention to the throat. The sixth chakra is called â€Å"Anja† which means â€Å"to know, to percieve, to command† while the last chakra is â€Å"Sahasrara† that means thousandfold. â€Å"Anja† is located at the head around the area of the third eye while â€Å"Sahasrara† is the crown o r the topmost part of the head. Both chakras can be opened using the seated yoga Mudra which will bring attention to the head of the body (About. com â€Å"Chakras and Yoga Postures). All of these postures can vary depending on the yogi. It must be balanced with proper body postures and breathing to feel the healing power of yoga. More so, it is important to note that there are several stages of yoga and practitioners must know their body limits to avoid straining the muscles and accidents as well. Yoga have helped me in many ways to improve my self. I joined yoga classes unaware of the many benefits that I could gain from it. My lifestyle is now free from stress and tension. Moreover, yoga have trained me to be more disciplined in keeping my body, mind and spirit healthy. Now, I can enjoy life at my own pace without any worries and insecurities and I can also appreciate more the beauty of nature. Works Cited â€Å"Chakras and Yoga Postures.† 2008. About.com. 22 July 2008 ;http://healing.about.com/gi/dynamic/offsite.htm? zi=1/XJ/Ya;sdn=healing;cdn=religion;tm=264;f=20;tt=14;bt= 0;bts=0;zu=http%3A//members.tripod.com/%7Ekira_lis/chakra1.html; â€Å"Four Margas or Paths of Yoga.† 2008. Yoga108.org. 22 July 2008 ;http://yoga108.org/pages/show/7-four-margas-four-paths-of-yoga;. â€Å"History of Yoga.† 2008. Allaboutspirituality.org. 22 July 2008 ;http://www.allaboutspirituality.org/history-of-yoga.htm;. Pizer, Ann. â€Å"What is Yoga?† 26 November 2007. About.com. 22 July 2008 ;http://yoga.about.com/od/beginningyoga/a/whatisyoga.htm;.

buy custom Americanization essay

buy custom Americanization essay The phrase "Americanization" has a different meaning to various people. Some argue it is an invasion of American values, cultures and violence that in most cases is depicted and overestimated in Hollywood movies. Others argue it is the cultural, political economic and social domination of the United States which is the world superpower. According to Friedman Thomas, (1998) Americanization is a word used outside the United States to describe the impact and influence of the U.S on the culture, politics, business practices and technology of other countries. This expression has been used since the early 1900. Within the United States this phrase often refers to the procedure of acculturation by settlers to American customs. Columnists at times give the phrase Americanization" a negative implication since they see it as a negative broad American influence in several countries, and may fear the fear the trouncing of local traditions and customs (Ron 2001). America population has been increasing and it needed more land. American settlers started migrating past Appalachian Mountains and at this point they were getting close to river Mississippi (Zachary Pascal, 2000). People started immigrating to America and brought diverse cultures with them. These distinct cultures made a mix bowl of diverse cultures that eventually became American. This was evident in features such as language and communication. English language was what was initially brought by the initial colonists, but other people coming from Scotland, Ireland and other European countries. These distinct languages incorporated English along with other words from these new cultures. In general the term Americanization in most of the time no more than a supposition concerning the foundation ofcultural morals and values (language, clothing and food) that mostly comes from United States which may be wrong. It is applied arbitrarily within other countries media to tag collection of factors which are seen to be a threat to the national personality. This derogatory use of Americanization sees countries outside the United States to be adopting cultural values and social practices that are derived from the United States. Ron (2001) states that television has, without any uncertainty, gained more people awareness from Americanization critics on media globalization more than any other more than any sphere e.g. language and fashion. According to Zachary Pascal (2000) the early 1970s experienced the climax in the Americanization of popular culture which was calculated by the percentage of American stuff transmitted to the world. Most forecaster analysiss now are in agreement that most of the worlds television scheduled is taken upon with imports, with United States controlling most of the commercial channels and Britain programs having the huge mass of overseas material broadcast by ACB (Zachary Pascal 2000). In what is almost certainly the most methodical comparison of worldwide flows, for instance Tapio Varis in its analysis reported that Australia has declined from 57% of imported programmes from united states to 40% in 1993, however the fraction of imported programs at the key time was to some extent higher than 45. United States programs do certainly lead the world in supplying and even dominating in many of the world countries television programs; they are often the most common programs where watchers have a list of options of produced material from which to choose. Over the past decades, capitalism in America has quickly taken over the entire universe. Even in the main communists countries of Russia and china American culture has greatly invaded. In china today the youth prefer watching American Dream Park which has a lot of American culture attraction rather than watching Chinese films, Russia has also been having a share of the American culture in many of its day to day activities (Schlender Brent 2004). Canada is also having great problems with Americanization as many of United Nations companies are now in control of the Canadian industry; this has caused many of the people to wonder for how long United States will dominate Canada markets. This goes without the question of why Americanization is evident in todays society. Despite this recent course in American culture all over the world, a few nations such as Germany and France are making essentials strategies to slow down Americanization (Snyder Tim, 1999). By increasing tariffs and taxes on foreign investors and companies, these companies are making it difficult for American companies profit hugely abroad. Also in Israel, a cultural revolt is now taking place. For example Israeli government, in an effort to decrease Americanization, it has made it mandatory for the every radio station to have a schedule in which it can play Hebrew songs. These are only the exemptions to the regulation of American globalization, although Americanization is currently in a complete swing and sees no end in nearby future, mainly because many Americans identify it as a huge achievement. An appealing fact is that the America has its own cultural, it should also be renowned that the US has similarly absorbed different traditions and cultures and traditions. The idea of Americanization should not be overlooked but rather incorporated as an ingredient of the cultural assimilation of the globe leading towards globalization (Snyder Tim, 1999). 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Should everyone be required to perform public service

Should everyone be required to perform public service Compulsory public service is a contentious issue. An overview of the Bill of Rights immediately shoots down the idea that the citizens of this country can be forced to serve. It is the right of every man, woman, and child to be free and to pursue happiness within the bounds of law.Advertising We will write a custom essay sample on Should everyone be required to perform public service? specifically for you for only $16.05 $11/page Learn More The only reason why there is a debate regarding this issue is due to the fact that there are misguided patriots who believed that every citizen must prove their love and loyalty to this country by doing public service. The government should not be given the power to coerce its citizens to engage in one or even two years of public service; it is against the law of the land. It would be best for the government to promote the ideals of volunteerism in order to recruit and train people that are eager to serve. The Bill of Rig hts is very clear when it comes to the limitations of the government when it comes to intruding into the personal life of a citizen. The government’s vast powers cannot be used to force a person to serve. Slavery has been outlawed a long time ago and therefore there is no justification for the use of coercion in any shape or form in order to fill up the needed vacancies in the public service sector. The government should serve the people but the people must not be forced to serve the government. Aside from violating the constitutional rights of every citizen, the concept of compulsory public service is impractical. It can be argued that there are many people that are not interested to serve in the Armed Forces and other jobs that are under the authority of the Federal government. Imagine the kind of trouble the government would have to contend with if they are authorized to compel its citizens to serve for at least a year. It would be costly in terms of manpower and litigatio n purposes. It is a terrible idea to suggest compulsive service. However, those who decide to become a public servant must be held in high esteem. The spirit of volunteerism must be stirred up and not the spirit of coercion. The government and its citizens must laud anyone who enters public service. It must be viewed as an honorable thing to do, lifting the spirits of the family members of those who chose to serve in spite of its many challenges. The government must therefore encourage people to serve. It is the job of the government to persuade people to serve in a short term or long term basis. One way to do this is to communicate clearly the positive impact to the community and the nation if one person decides to spend a few years of his or her life to serve others. A persuasive message can also be achieved by developing creative ways to reward those who are in public service. The government has limited resources and therefore cannot provide extensive monetary rewards but this mu st not stop the government form finding ways to honor and appreciate those who work as public servants.Advertising Looking for essay on government? Let's see if we can help you! Get your first paper with 15% OFF Learn More Conclusion There are those who contend that the citizens of this country must be compelled to engage in public service. This may seem like the most patriotic thing to do but the Bill of Rights clearly stipulates that no citizen can be forced by the government to do something. This is also an unproductive exercise because coercion can lead to defiant behavior and costly litigation. It is the job of the government to persuade people to join. The spirit of volunteerism must be cultivated. The government must demonstrate that public servants are well-appreciated. As a result there would be more volunteers that are ready and able to serve.

Early childhood - Philosophy and newsletter Assignment

Early childhood - Philosophy and newsletter - Assignment Example (Ornstein, 1998) Early Childhood Education . . . . 1. Should be about making discoveries 2. Should show experience is important in learning 3. Experiences that builds upon other skills learned 4. Should teach about the community 5. Should show how we fit into that community 6. Should be challenging 7. Should be engaging 8. Should show that making relationships is important 9. Is a time that we learn about and work towards explanations and reasons and find solutions 10. Will teach how to make decisions 11. Will give children a chance to make choices â€Å"According to Shileod and Bergson Early childhood education is to try and create an ideal adult by making reasoned choices and decisions to reach our goals and society’s goals. We will learn to see things in different ways, and to make connections that we need to learn. We will also not criticize or learn to criticize to speak our minds. We will learn and be able to observe, question, challenge, invent, speculate and explore.à ¢â‚¬ (Cromwell, 2000) Activities for Learning Early Childhood Education must also develop positive self-esteem, show how to be nurturing and to use our natural resources to improve our survival in the community and the world and to be able to solve their own problems and children and adults will continue to always keep learning. Early childhood education should also show that learning never stops it just keeps happening. This field of education has children learn by Specific Skills or in increment. Children learn by training, practice and motivation. They will learn that failures are still learning and through failing we learn how to make our lives and relationships better. Early childhood education is a beginning and teaches that we want balance to what we can do and what we want to do. In my philosophy I want my teaching to be based on Discovery learning and Mastery learning. (Ornstein, 1998) Play is also important in the early childhood education. In a child care center for two to five year olds the teacher will have learning centers for the various content areas. In our center we will be using Science, Social Studies units along with Language activities to teach our children about the community around them. The activities will involve growing plants from seeds, then trying to figure out how these plants can help the community and the world around them. Play is another way that the children will learn in this child care center. The children will learn through play activities that are age appropriate that will teach them about cooperation and how to self-initiate ideas of their own. Play can be used in the content areas and the children can learn the necessary skill of learning how to question what is going on around them. Through play children will become aware and be sensitive to the happenings around them and make friends with the children of other cultures. Early childhood education also allows the children to make many choices and this will help them t o improve their thinking skills and also to improve their persuasive skills. The children will also learn and use decision-making skills. This early childhood center will always be aware of the safety needs of the children for healthy living. The center will also be flexible and creative in our ways of teaching academics and social interactions.

Formal Analysis of theVase, Bottle, and Fruit by Henri Matisse Essay

Formal Analysis of theVase, Bottle, and Fruit by Henri Matisse - Essay Example In 1906, Henri Matisse presented yet another still life masterpiece called ‘Vase, Bottle, and Fruit’. This painting made with oils on canvas reflects post-impressionist style of Fauvism, of which Matisse was crowned the King. As an innovation, Matisse did not place the various 2-D still life objects on top of the table. The still life objects seem to be floating within the painting, and absolutely merged in the atmosphere. Although, the subject matter is reality-based, that is various objects on a table yet we see that Matisse has not produced a slavish copy of reality. Instead of painting the still life objects and background to correspond with reality, he presents distorted images to work out pictorial harmony. In fact, the patterns and shapes in this painting successfully depict his surreal interpretation of the subject matter. He employs a dark palette for the background, combined with vibrant colors for the still life objects. This contrast focuses the audience†™s attention more on the objects than the gloomy, dark background. The interior is absolutely ambiguous, capturing greater attention as a viewer tries to identify the objects and make out the background. The contrasted flat areas do not only add harmony, but also an effect of space to the painting. The clear boundaries of the table combined with the darker colors around it establish the spatial coordinates of the interior. The interior is devoid of shadows and unlike the background is entirely filled with light. The fabric presented here, depicts both, the tablecloth and background, Matisse accentuated the two-dimensional picture surface, which is highlighted even more due to the lack of shadows. He has subjugated the ordinary subject matter to his own artistic desires by constantly evolving the colors and patterns in it. Undeniably this painting is a classic illustration of the rich interplay between forms and colors Paragraph 3: Pure colors and dynamic brushstrokes give life to the painting. He ignores details, and has used vibrant and bright colors and strong lines to produce a feeling of movement. Pattern is the basic philosophy behind the painting. His use of pattern is akin to his use of colors, aimed at in-depth representation of the subject matter, regardless of the elements being still life, figure, and interior. This painting is an evidence of Matisse’s dexterity in the use of bold colors, and organic kinds that is evocatively apparent in it. Essentially, these patterns of the toile de juoy bear resemblance to flora, fauna, and vegetables and are organic. Matisse has used textiles as symbolic depictions and later termed them as ‘signs’. The blue tablecloth presented in this painting is in fact based on a textile fabric, an early nineteenth century printed French fabric made of cotton and linen. Matisse admired this fabric and termed it as his ‘toile de Jouy’. In actual, the fabric comprised of a delft blue design ma de on a white backdrop; however, in the painting, Matisse transformed the white into an aqua and grey shades to enrich the overall harmony. The blue and cyan hues add a powerful and bold edge to the overall painting, yet not an overpowering element. His imaginative makeover of the real life theme prime has enabled him to create oriental fantasies based on patterns. This painting incorporates the decorative element of eastern art and also uses a vast array of colors like the French Impressionists. In addition, Matisse has employed fauvism in this painting, as is evident from the wild brush strokes, strident colours, simplified theme, and abstract interpretation of

Scope of marketing Essay Example | Topics and Well Written Essays - 1500 words

Scope of marketing - Essay Example See graph l Graph I When price is increased, seller would want to sell more because it will be more profitable. However we will find that consumer will buy less because in the increase in price. Consumer may look for substitute product for bread which could be cheaper. While the demand curve goes downward when the price goes up, the reverse happens with the supply curve. In the diagram left, let us take for example that price of bread goes further higher from $3 to $4, the seller will be more than willing to sell at a higher price because it will be more profitable but as shown above demand for the product is low. The effect to seller and employment. The seller cannot afford to sell at lower price because it will incur losses. At this point, the seller will think of ways to cut on the cost of production. One of these is to reduce the number of personnel employed in the bakery. If the reduction of employment happens to all the bakeries in the country, the magnitude of unemployment wil l be another problem of the economy. How to increase demand. If the price increase is inevitable, there are ways to increase demand for the product. One way is to do a little market in tricks. A bakery in our place created the interest of customers when it announced a big sales discount on breads before closing the store. It may also work if you use catchy phrases like â€Å"limited supply only†, or perhaps by extending extra services to customers. Things may work well if you sell the brand to customers to gain loyalty. Emphasize on the convenience of eating bread because you can take bread anywhere like making it into sandwiches and eat it as against rice that needs a setting first. 2. The marketing of the product becomes difficult even when there is enough supply because of some factors, such as consumer preferences and expectations. Let us remember that there are available substitutes for the product, and so when the price of bread becomes too high, consumer will think of ways to economize, for example, rice or cereals for breakfast. Substitute goods can be used in place of another, corn or beans perhaps. And maybe the best argument for this is the price. The price is the best indicator for demand. Their demand for bread decreases because consumers economize on their consumption. 3. Potential market. Potential market is a set of consumers who have expressed a desire for the product or market offer. Potential market means a set of consumers who profess some level of interest in a designed market offer. (Lake, Laura n.d. ) Available market. It is differentiated from potential market, because available market means potential costumers qualified on the basis of his/her buying authority, and willingness to buy. By this we make a segmentation of consumers by classifying them into income groups. Target market. Target market has similarity of approach with available market because here, the marketer focuses on a specific market. But the difference is that th e marketer does not exclude people who do not fit into the criteria from buying the product. . For example, our company could choose to market to homeowners between the ages of 35-65 with incomes of $150,000+ in certain area in California. To classify the market further, the company could choose homeowners who are renting, or do not own a house and lot. When we have a defined market, it is easier to market the company ,for example, in defining our target market, we will take into consideration not only those who have the need for the condominium but

What patriotism mean to me Essay Example for Free

What patriotism mean to me Essay Loading Older Messages (11) Sunday Antahlia Napier 10/13, 9:08pm Antahlia Napier yea Monday Nate Young Migo Thompson 10/14, 5:01pm Nate Young Migo Thompson Wyd Antahlia Napier 10/14, 5:09pm Antahlia Napier chillen now Nate Young Migo Thompson 10/14, 5:15pm Nate Young Migo Thompson In woodland? Antahlia Napier 10/14, 5:15pm Antahlia Napier yea im in da house Nate Young Migo Thompson 10/14, 5:16pm Nate Young Migo Thompson Who Im woodland *in Antahlia Napier 10/14, 5:16pm Antahlia Napier ion no im in the HOUSE Nate Young Migo Thompson 10/14, 5:20pm Nate Young Migo Thompson Lol who was out there Antahlia Napier 10/14, 5:26pm Antahlia Napier i dont no i seen jarmed them when i was oming home like and hour ago but ion no i dont go outside so idk Nate Young Migo Thompson 10/14, 5:43pm Nate Young Migo Thompson If i come out there yhu gone come out lol Antahlia Napier 10/14, 5:43pm Antahlia Napier im fiinna come out there well nvm yea ill come out Nate Young Migo Thompson 10/14, 5:45pm Nate Young Migo Thompson Where to? Where you gone be? Antahlia Napier 10/14, 5:45pm Antahlia Napier Da pool Nobody there anyways Nate Young Migo Thompson 10/14, 5:46pm Nate Young Migo Thompson Meet me where we use to be? Antahlia Napier 10/14, 5:48pm Antahlia Napier and where is tt u dont even be doing nunthing anyways so what we meeting for? Nate Young Migo Thompson 10/14, 5:50pm Nate Young Migo Thompson Oh well never mind then if you dont want to Tuesday Nate Young Migo Thompson 10/15, 5:23pm Nate Young Migo Thompson Aye Today Antahlia Napier 5:03am Antahlia Napier Wessuhhpp? Nate Young Migo Thompson 5:04am Nate Young Migo Thompson Wyd today

Models of Celebrity Endorsement Strategy

Models of Celebrity Endorsement Strategy The selection of celebrity endorsers is not an easy task; many scholars have tried to create models in order to help for the right selecting of celebrity endorsers. Hovland et al (1953) conceptually contributed one of the earliest models, which is Source Credibility Model. Afterwords, the Source Attractiveness Model (McGuire, 1985), the Product Match-Up Hypothesis (Forkan, 1980; Kamins, 1989, 1990), and the Meaning Transfer Model (McCracken, 1989) was presented through empirically researchers in turn. The Source Credibility Model and Source Attractiveness Model are categorized under the generic name of Source Models since these two models basically show and reflect research of the Social Influence Theory/Source Effect Theory, which argues that various characteristics of a perceived communication source may have a beneficial effect on message receptivity (Kelman, 1961; Meenaghan, 1995). The source credibility model is based on research in social psychology (Hovland and Weiss, 1951-1952; Hovland, Jani, and Kelley, 1953). The Hovland version of model present that a message depends for its effectiveness on the expertness and trustworthiness of the source (Hovland et al., 1953, p.20; Dholakia and Sternthal, 1977; Sternthal, Dholakia, and Leavitt, 1978), which means that information from a credible source (e.g.celebrity) can influence beliefs, opinions, attitudes, and/or behavior via a process called internalization, which occurs when receivers accept a source influence in terms of their personal attitude and value structures (Erdogan, 1999). Expertness is defined as the extent to which a communicator is perceived to be a source of valid assertions and refers to the knowledge, experience or skills possessed by an endorser. Hovland et al (1953) and Ohanian (1991) believed that it does not really matter whether an endorser is an expert, but all that matters is how the target audience perceives the endorser. However, Aaker and Myers (1987) advocated a source/celebrity that is more expert to be more persuasive and to generate more intentions to buy the brand (Ohanian, 1991). Hence, expert sources influence perceptions of the products quality (Erdogan, 1999). Meanwhile; Speck et al (1988) found that expert celebrities produced higher recall of product information than non-expert celebrities, even though the difference was not statistically significant. Moreover, celebrities professional accomplishments and expertise may serve as a logical connection with the products, and consequently make the endorsement more believable to co nsumers (Till and Brusler, 2000). Trustworthiness refers to the honesty, integrity and believability of an endorser depending on target audience perceptions (Erdogan, 1999). Advertisers capitalize on the value of trustworthiness by selecting endorsers, who are widely regarded as honest, believable, and dependable (Shimp, 1997). Smith (1973) argues that consumers view untrustworthy celebrity endorsers as questionable message sources regardless of their qualities. Friedman, et al (1978) addressed that trustworthiness is the major determinant of source credibility and then tried to discover that likability was the most important attribute of trust. Thus, they recommended advertisers to select personalities who are well liked when a trustworthy celebrity is desired to endorse brands. However, Ohanian (1991) found that trustworthiness of a celebrity was not significant related to customers intentions to buy an endorsed ethnic status could affect endorser trustworthiness and brand attitudes, because people trust endorsers who are similar to them. Their findings implied that when targeting particular ethnic groups such as Africans and Asians, ethnic background should be carefully evaluated. Measuring source credibility in selecting celebrity It is quite reasonable to make sense that a sources credibility is totally subjective, but research shows that in spite of individual preferences, a high degree of agreement exists among individuals (Berscheid et al, 1971). Patzer (1983) developed the Truth-of-Consensus method to assess a sources credibility and attractiveness. The method is based on the foundation that individuals judgments of attractiveness and credibility are naturally subjective, but these judgments are shaped through Gestalt principles of person perception rather than single characteristics. Notably, on the basis of extensive literature review and statistical tests, Ohanian (1990) constructed a tri- component celebrity endorser credibility scale, (see figure) which assumes that credibility and effectiveness of celebrity endorsers is associated with given characteristic dimensions, even though McCracken (1989) argued that the celebrity world consists of much more just attractive and credible individuals. Table 2: Source Credibility Scale Attractiveness Trustworthiness Expertise Attractive-Unattractive Trustworthy-Untrustworthy Expert-Not Expert Classy-Not Classy Dependable-Undependable Experience-Inexperienced Beautiful-Ugly Honest-Dishonest Knowledgeable-Unknowledgeable Elegant-Plain Reliable-Unreliable Qualified-Unqualified Sexy-Not Sexy Sincere-Insincere Skilled-Unskilled Source: Ohanian, R (1990) Construction and validation of a scale to measure celebrity endorsers perceived expertise, trustworthiness and attractiveness, Journal of Advertising, p39-52 The Source Attractiveness Model Advertisers have chosen celebrity on the basis of their attractiveness to gain from dual effects of celebrity status and physical appeal (Singer, 1983). Meanwhile, research showed that physically attractive endorsers are more successful at changing beliefs (Baker and Chrurchill, 1977; Chaiken, 1979; Debevec and Kernan, 1984) and generating purchase intentions (Friedman et al, 1976; Petroshius and Schuman, 1989; Petty and Cacioppo, 1980) than those unattractive individuals. Hence, McGuire (1985) conducted an empirical research to contend that the effectiveness of a message depends on similarity, familiarity and liking for an endorser. The McGuire (1985) model holds that sources that are known to, liked by, and/or similar to the consumer are attractive and, persuasive. The source attractiveness model also rests on social psychological research (McCracken, 1989). Meanwhile, Cohen and Golden (1972) suggested that physical attractiveness of an endorser determines the effectiveness of persuasive communication through a process called identification, which is assumed to occur when information from an attractive source is accepted as a result of desire to identify with such endorsers. Petty and Cacioppo (1980) conducted attractiveness of endorsers in terms of a shampoo advertisement to comprehend effectiveness of advertising message types. In 1983, Petty et al replicated the earlier study in 1980. Their findings emphasize the interaction between involvement level and endorser type. Under low-involvement conditions, the endorser type had a significant impact on attitudes towards the product even though no impact was found on behavioral intentions. With respect to recall and recognition measures, findings indicated that exposure to celebrity endorsers increased recall of the product category only under low-involvement conditions. Besides, the endorser type manipulation revealed that celebrities had marginally significant impact on brand name recall over typical citizens. Patzer (1985: p30) stated that physical attractiveness is an information cue; involves effects that are subtle, pervasive, and inescapable; produces a definite pattern of verifiable differences; and transcends culture in its effects. Patzer argues that people usually inflate their own attractiveness so that attractive endorsers should be more effective than average looking endorsers. Kahle and Homer (1985) operated celebrity physical attractiveness and likability and measured attitude and purchase intentions on the same product: Edge razors. Findings indicated that participants exposed to an attractive celebrity liked the product more than participants exposed to an unattractive celebrity. Recall for the brand was greater both in attractive and likeable celebrity conditions. However, unlikeable celebrities unexpectedly performed better on recognition measures than likeable and attractive celebrities. Meanwhile, findings proved that an attractive celebrity created more purchase intentions than unattractive celebrity, but conversely an unlikeable celebrity produced more intentions to buy the product than a likeable celebrity. Quite significantly, studies by Cabalero (1989) and Till and Brusler (1998) demonstrate that positive feelings towards advertising and products do not necessarily translate into actual behavior or purchase intentions. A possible reason for the lack of celebrity endorsers effect on intentions to purchase is that celebrity endorsement seems to work on the cognitive and affective components of attitudes rather than the behavioral components (Baker and Churchill, 1977; Fireworker and Friedman, 1977). In terms of gender impact between endorsers and target audience, Debevec and Kernan (1984) found that attractive female model generated more enhanced attitudes than attractive male models across both genders and particularly among males. Conversely, Cabalero et al (1989) found that males showed greater intentions to buy from male endorsers and females hold greater intentions to purchase from female endorsers. Furthermore, Baker and Churchill (1977) found a rather unexpected interaction among female models, product type and intentions to purchase products among male subjects. For instance, when the endorsed product was coffee, an unattractive female model created more intentions to buy the product than her attractive counterpart among males, whereas when it was perfume or aftershave, male reacted more positively to an attractive female model. However, Petroshius and Schulman (1989) found that endorsement gender had no impact on attitudes towards advertisements and no major impact on i ntentions to buy products. Consequently, based on above disparate and controversial arguments, there is no consistent and coherent direction in terms of gender interactions between endorsers and target audiences to aid practitioners. In brief, it is apparent that attractive celebrity endorsers enhance attitudes and recall towards advertising and brands than unattractive celebrity endorsers, however there is no consistent agreement in relation to creating purchase intentions, even though a few studies found that celebrities can create purchase intentions. Multiple celebrity endorsement Millions of dollars are spent per annum on celebrity endorsement contracts on the basis that source effects play an important part in convincing communications. Although traditional advertising knowledge suggests the meaning of an elite product contract with the celebrity, uniqueness comes with a high price label. As a result, it is becoming familiar for companies to share stars (Elliott, 1991; Sloan and Freeman, 1988). For example, former Chicago Bulls star Michael Jordan has endorsed products for 14 companies (Lipman and Hinge, 1991), and golfer Lee Trevino has had endorsement contracts with Cadillac, Motorola Cellular Phone, Spalding Top-Flight, and La Victoria Salsa (Shatel, 1991). Multiple product endorsements set up new questions relating to our understanding of how consumers react to celebrity endorsements. If as McCracken (1989, p.311) suggests, the celebrity endorser takes on meanings that carry from ad to ad, does endorsing multiple products affect those assigned meanings such that the consumer perceives the celebrity to be less credible and less likable (Kaikati, 1987)? Do consumers have less positive approaches toward ads and brands if multiple product endorsements are involved? What consequence do multiple product endorsements have on consumers buying aims? Does the number of products endorsed restrain the effect of frequent publicity to the celebrity endorser (Tripp, 1994)? Practical proof concerning how consumers react to multiple product endorsement is restricted, leaving unanswered issues in an important research ground. It is known the act of multiple product endorsements guides to certain impressions about celebrity. Early studies (i.e. Mowen and Brown 1981; Mowen, Brown, and Schulman 1979) suggest that simply knowing that a celebrity endorses multiple products is satisfactory to decay consumers insights of endorser honesty, as well as a brand and ad evaluations. Given a limited knowledge of how the endorsement process works (McCracken, 1989), these are clearly issues with theoretical value. The current study independently manipulated the number of exposures to a celebrity in a way different from previous studies in order to investigate the effects of continual exposure to the multiple product endorsers on consumer responses. The apply of actual stimulus is important since exposure to multiple product endorsers (vs. knowledge only) may result in effects different from multiple product endorsement effects. For example, attribution theory (Kelley, 1973) suggests that assumptions may result in consumers evaluating multiple product endorsers less favorable than single product endorsers. According to Kelley, observers identify an actors action to be characteristic when it happens in the presence of a unit and does not occur to its absence. In the case of endorsements, single product endorsements (even if viewed multiple times) compose characteristic actions since spokesperson endorses one brand and not other brands or products. In contrast, multiple product endorsements compose non distinctive actions because the endorsements take a broad view across products with the celebrity constant. Limited of the number of exposures to the endorser, this non distinctiveness may result in consumers concluding that the nature of the spokesperson was the reason for the endorsement, not the nature of product. Although multiple product endorsements (i.e. non distinctive actions) influence perceptions of the spokespersons credibility (i.e, internal attributions), the spotlight of external attributions for single product endorsements (i.e.. distinctive actions) is not obvious. Witnesses of a spokesperson who endorses only a single product may or may not trait the endorsement to the product itself (e.g. product quality). The product repr esents only one cause for the endorsement. Other potential causes for the endorsement exist (e.g., popularity of the endorser; endorsers ties to the product, company, or advertising agency; money paid to the endorser) (Tripp, 1994). In this respect, multiple product endorsements may lead to attribute suggestions about nature of the spokesperson (e.g. traits such as greediness) and, in turn, pressure such manifestations of affect as credibility and likability (Weiner, 1985). Moreover, affect may lead to comparative preferences or be short of of preferences toward associated stimulus (Bara and Ray, 1985) such as the ad or brand. Attribution theory may be used to make clear consumers assumptions about the reasons for a product endorsers support (Folkes, 1988). Commonly, when exposed to a single endorsement, consumers attribute the support to an external cause (e.g. a financial reason). However, the frequency of an action and the actions with which it co varies form the basis of many attributions (Folkes, 1988). Since a multiple product endorser is seen repeatedly and in different contexts, examination of the relationship between the number of exposures to the celebrity, endorser likability, and credibility is a critical consideration. Berlynes (1970) two-factor paradigm suggests that increased exposure to a stimulus results in a more favorable response initially due to a learning factor. At some higher number of exposures, however, a negative response (possibly due to tedium) begins to predominate. Taken together, these two theoretical ideas suggests that the number of products endorsed and the number of expo sures to the endorser may interact such that the number of products endorsed moderates the effect of number of exposures. Thus, inclusion of actual exposure allows for the first tests of any multiple product endorsement effects on both dimensions of credibility and likability beyond that due to repeated exposure to the endorser (Tripp, 1994). The product Match-Up hypothesis Forkan (1980) and Kamins (1990) conducted empirical experiment to test the Product Match-up Hypothesis, which contends that messages conveyed by celebrity image and the product message should be congruent for effective advertising. The determinant pf the match between celebrity and brand depends on the degree of perceived fit between brand such as brand name and attributes and celebrity image (Misra, 1990). Advertising a product via a celebrity who has a relatively high product congruent image leads to greater advertiser and celebrity believability (Levy, 1959; Kamins and Gupta, 1994; Kotler, 1997). Importance of proper match-up between celebrities and products has been emphasized. From practitioners perspective, a senior vice president of a leading beverage company states that celebrities are an unnecessary risk unless they are very logically related to products (Watkins, 1989). Another practitioner quoted by Bertrand and Todd (1992) argued that if there is a combination of an appropriate tie-in between the companys product and the celebritys persona, reputation or the line of work that the celebrity is in, advertisers can get both the fame and the tie-in working for them. Meanwhile, many studies report that consumers also expect congruity between celebrity endorsers perceived images and their endorsed products (Callcoat and Phillips, 1996; Ohanian, 1991; OMahony and Meenaghan, 1997). Otherwise, Evans (1988) argued that if celebrities do not have a distinct and specific relationship to the product they endorse, the use of celebrities could produce the Vampire effect which happens when the audience remembers the celebrity, but not the product or service. Meanwhile, the absence of connection between celebrity endorsers and products endorsed may lead consumers to the belief that the celebrity has been bought to endorse the product/service (Erdogan, 1999). Significantly, the proper match-up between a celebrity and a product has been based on celebrity physical attractiveness, and the match-up hypothesis predicts that attractive celebrities are more effective when endorsing products used to enhance ones attractiveness (Kahle and Homer, 1985; Kamins, 1990). Research also identifies that characteristics of a celebrity interact positively with the nature of the product endorsed (Friedman and Friedman, 1979; Kamins, 1990; Lynch and Schuler, 1994). Choi and Nora (2005), who used a cognitive approach that focuses on consumers attributions of celebrity endorsement motives, emphasized that the level of celebrity and product congruence will influence celebrity endorsement effectiveness through the process of consumer attributions of the celebritys motive for associating him or herself with the particular product and the subsequent effect of these attributions on the consumer evaluations of the endorser, the advertising, and the brand involved in the endorsement. Surprisingly, Kamins and Gupta (1994) found that the match-up between a celebrity endorser and the endorsed brand also enhances the celebrity endorsers believability and favorable attitudes (Till et al, 2006). Friedman and Friedman (1978) found that celebrity endorsers are more appropriate where product purchases involve high social and psychological risk. Meanwhile, Kamins (1989) and Kamins, et al (1989) found that celebrity endorsers were able to generate desired effects on high financial and performance risk products/services such as management consultation and computers. Conversely, Callcoat and Phillips (1996) reported that consumers are generally influenced by endorsers if products are inexpensive, low-involving and few differences are perceived among available brands. As a result, these contradictory arguments lead to the conclusion that advertising is a powerful mechanism of meaning transfer that virtually any product can be made to take any meaning (McCrackens 1987; OMahony and Meenaghan, 1997). The almost studies in terms of evaluating celebrities endorser and endorsed products/brands are using consumer samples. Only one study by Miciak and Shanklin (1994) investigation considered advertising practitioners when choosing celebrity endorsers based on a small sample including 21 agencies and 22 company practitioner. Remarkably, more recently, Erdogan et al (2001) investigated a larger sample that is the 300 largest British advertising agencies (Campaigh, 1997) to consider important celebrity characteristics from the practitioners perspective when selecting an endorser by conducting exploratory interviews and a mail survey. Their findings provide implications for both theory and practice. At the theoretical level, the research firstly shows that managers do not see celebrities as undimensional individuals such as attractive and credible when selecting celebrity endorsers, because celebrities are different unknown endorsers as they represent a variety of meanings that are drawn from the roles they assume in television, film, politics, and so on (McCracken, 1989). Secondly, managers have implicitly incorporated the findings of product match-up hypothesis research in their decision-making. On the other hand, for practitioners, as none of the advertising agencies had any written documentation regarding celebrity endorsement strategy, Erdogan et al (2001) set the criteria through providing a possible check list of factors in Table 3 below, when practitioners select celebrity endorsers. However, DeSarbo and Harshman (1985) argue that neither the source credibility and attractiveness nor the match-up research is adequate in providing a heuristic for appropriate celebrity endorser selection, although the Match-Up Hypothesis extends beyond attractiveness and credibility towards a consideration and matching of the entire image of the celebrity with the endorsed brand and the target audience. The Meaning Transfer Model McCracken (1989) organized an empirical research evaluating effectiveness of the endorser depends upon the meaning the person brings to the endorsement process in part. McCracken (1989) and Brierley (1995) pointed out that the number and variety of the meanings contained in celebrities are very large, which includes status, class, gender, and age and personality and lifestyles types, more importantly, the cultural meanings existing in a celebrity go beyond the person and are passed on to the products. Fortini-Campbell (1992) argues that products just like people have personalities, and claims that people consume brands with personality characteristics like their own or ones they aspire to possess in celebrities. Similarly, according to Fowles (1996), advertisers rationale for hiring celebrities to endorse products is that people consume images of celebrities, and advertisers hope that people will also consume products associated with celebrities. Celebrity endorsement actually is a special instance of a more general process of meaning transfer (McCracken, 1989). This process is a conventional path for the movement of cultural meaning in consumer societies through formation of celebrity image, transfer of meaning from celebrity to product, and from product to consumers. McCracken (1988) defined that meaning begins as something resident in the culturally constituted world, in the physical and social world constituted by the categories and principles of the prevailing culture. Furthe rmore, McCracken (1989) found that several instruments facilitate this transfer. Firstly, the movement of meanings from the culturally constituted world to consumer goods is accomplished by advertising and the fashion system. Then, the movement of meanings from consumer goods to the individual consumer is accomplished through the efforts of the consumers. Hence, meaning circulates in the consumer society. Besides, McCracken (1986) argued that advertising is one of the instruments to move meanings from culture, to consumers, to goods; this movement is accomplished by the efforts of promotional agencies. Similarly, Domzal and Kerman (1992) claimed that advertising is an integral part of social systems, whose function is to communicate the culturally constructed meaning of products to consumers. As the figure 1 shows, the meaning that begins in the dramatic role of the celebrity resides in the celebrity themselves in stage 1. In stage 2, this meaning is transferred when the celebrity enters into an advertisement with a product, and some of the meanings of the celebrity are now the meanings of the product. In the final stage, the meaning moves from the product to the consumer. Notably, celebrity endorsement makes a very particular contribution to each of these three stages in meaning transfer process. In sum, as McCracken (1989) suggested, the meaning transfer model presented is intended to demonstrate that the secret of the celebrity endorsement is largely cultural in nature, and that the study of the celebrity endorsement is improved by a cultural perspective. Consequently, advertisers should assess the culture that encompasses a celebrity to determine whether these meanings are feasible for brands/products in order to achieve effectiveness of the endorser. Definition of celebrities Celebrities are people who enjoy public recognition by a big share of a certain group of people. Whereas characteristic like attractiveness, amazing lifestyle or special skills are just examples and specific common characteristics cannot be observed, it can be said that within a analogous social group celebrities generally vary from the social standard and enjoy a high degree of public awareness. This is factual for classic forms of celebrities, like actors (e.g. Meg Ryan, Pierce Brosnan), models (e.g. Naomi Campbell, Gisele Buendchen), sports athletes (e.g. Anna Kournikova, Michael Schumacher), entertainers (e.g. Oprah Winfrey, Conan OBrien) and pop stars (e.g. Madonna, David Bowie) but also for less obvious groups like businessmen (e.g. Donald Trump, Bill Gates) or politicians (e.g. Rudy Giuliani, Lee Kuan Yew). Celebrities appear in public in different ways. First, they appear in public when satisfying their profession, e.g. Pete Sampras, who plays tennis in front of an audience in Wimbledon. Furthermore, celebrities appear in public by attending special celebrity events, e.g. the Academy Awards, or world premieres of movies. In addition, they are present in news, fashion magazines, and tabloids, which offer second source information on events and the private life of celebrities through mass-media channels (e.g. Fox 5 news covering Winona Ryders trial on shoplifting, InStyle). Last but not least, celebrities work as spokespersons in advertising to endorse products and services (Kambitsis et al. 2002, Tom et al. 1992). Advantages and disadvantages of celebrity endorsement strategy Potential Advantages Potential Disadvantages Preventive Tactics Assisting product  marketing and  increased attention Overshadow the brand Pre-testing and careful planning Image polishing Public controversy Buying insurance and putting  provision clauses in contracts Brand introduction Image change and  overexposure Explaining what is their role and  putting clause to restrict  endorsements for other brands Brand repositioning Image change and loss of  public recognition Examining what life-cycle stage  the celebrity is in and how long  this stage is likely to continue Underpin global  campaigns Expensive Selecting celebrity who are  appropriate for global target  audience, not because they are  hot in all market audience Source: Erdogan, B.Z (1999) Celebrity endorsement: A literature review, Journal of Marketing Management, Vol 15, p295 Mathur et al (1997) state a variety of reasons that firms use celebrity endorsers including that firms may feel that the life experiences of endorsers fit the advertising message, that the endorser has high appeal with the firms target consumer group, or that the endorsers universal appeal makes the advertising universal. Celebrity endorsement can bring out several positive effects. They are that advertisements become believable (Kamins et al, 1989), message recall is enhanced (Friedman and Friedman, 1979), recognition and perception of brand names is improved and attitudes about products with low purchase involvement are affected (Petty et al, 1983; Till et al, 2006), positive attitudes about brands results (Kamins et al, 1989), and distinct personalities and appeals for products and brands are created (McCracken, 1989; Dickenson, 1996). Moreover, celebrity endorsements are believed to generate a greater likelihood of customers choosing the endorsed brand (Heath et al, 1994; Kahle a nd Homer, 1985; Ohanian, 1991). As a result the use of celebrity endorsement is an advertising strategy that should enhance the marginal value of advertisement expenditures and create brand equity by means of the secondary association of a celebrity with a brand (Keller, 1993). Meanwhile, research indicates that celebrity endorsements can result in more favorable advertisement ratings and product evaluations (Dean and Biswas, 2001). Some of the most difficult aspects of global marketing to gasp are host countries cultural roadblocks such as time, space, language, relationships, power, risk, masculinity and femininity (Mooij, 1994; Hosfsted, 1984). Under this situation, celebrity endorsements are a powerful device by which to enter foreign markets; and celebrities with world-wide popularity can help companies break through many such roadblocks (Erdogan, 1999). On the other hand, there are also many potential disadvantages and hazards in utilizing celebrities as endorsers as a part of marketing communication strategy. Firstly, benefits of using celebrities can reverse markedly if they for example, suddenly change image, fall popularity, get into a situation of moral turpitude, lose credibility by over-endorsing or overshadow endorsed products (Cooper, 1984; Kaikati, 1987). Secondly, negative information about a celebrity endorser not only influences consumers perception of the celebrity, but also the endorsed product (Klebba and Unger, 1982; Till and Shimp, 1995). Thirdly, another common concern is that consumers will focus their attention on the celebrity and fail to notice the brand being promoted (Rossiter and Percy, 1987). Fourthly, celebrities who are blamed for negative events such as accidents can have detrimental influence on the products they endorse (Louie and Obermiller, 2002). Besides, Mowen and Brown (1981) argue that if a celebritys image ties in with many brands/ products, impact and indentify with each product may reduce since the relationship between the celebrity and a particular brand is not distinctive. This can not only compromise the value of the celebrity in the eyes of stars fans (Graham, 1989), but also can make consumers to think the real nature of endorsement that has less to do with the brand/product attributes, and more to do with generous compensation for the celebrity, leading consumers to overt doubt about their motives, so as to cause the negative influences on consumer attitudes and purchase intentions among the multiple products endorsed by celebrities (Cooper, 1984; Tripp et al, 1994). The f