Glory and Sacrifice in the name of Greece Essay Example

Glory and Sacrifice in the name of Greece Essay Glory and Sacrifice in the name of Greece The Funeral Oration of Pericles is an excerpt from Thrcydides, The Peloponnesian War. Pericles was a great Greek speaker and renown leader of Athenian democracy during the middle part of the fifth century B.C.E.From this speech, we find out how much he believed in Athenian democracy because he makes no ill references to it.Instead he keeps stating that Athenian democracy is a model for others to follow and that the Peloponnesian War of 430 B.C.E. is a sacrifice in order to keep their way of life and Athenian democracy. As a central figure in Athenian democracy during the Peloponnesian War, it was part of Pericles? job to keep moral high enough so that no one would question why the war was fought and what for.It was his job to tell them why this war was being fought and what for.This funeral oration was an attempt by Pericles to console the wives and parents who had lost loved ones in the Peloponnesian War and to justify their loss with fee lings nationalism. Pericles delivered his speech by starting with an outline of what he was going to present, praising the Greek democratic system and then finish off with why it is worth all the lives that were lost.He keeps referring to how their way of life is affected and subsequently benefited by the way their political system is run.So in my opinion, he manipulated the people?s unstable condition to glorify Greece and its political system and also to gain support for the Peloponnesian War and the Greek political system of democracy. During a war, people will always question the government and their ways when lives are lost.People that question this loss the most are the ones who have lost loved ones in war.In order to keep moral high, Pericles used nationalism to sway doubters of the war towards being a supporter.He tells the people who have lost loved ones in war to see their death as being a noble

Marcus Aurelius Antoninus essays

Marcus Aurelius Antoninus essays Marcus Aurelius Antoninus is recognized as one of the greatest emperors in Roman history; also being a part among the "Five Good Emperors." Marcus ruled the empire from 161 to 180 AD. (Parks) As a highly intelligent man, he stands out as one of the greatest intellectual rulers in Western Civilization. Marcus was impressed with a firm desire for peace that manifested itself in his philosophical writings, but he was also a great military leader. In Rome on April 26, 121, Marcus was born and raised in a wealthy and politically important family. Emperor Hadrian noticed him while he was still a child and was therefore given special educational privileges. At the age of six Marcus was enrolled in the Equestrians and the next year he was given special permission to attend the priestly college of the Salii in Rome. At Salii Marcus was taught by the greatest thinkers of his time, representing a vast selection of cultures. At first Marcus still continued to receive help from emperors, but later assistance would come in the form of his development in political power. Marcus was then adopted by Antoninus Pius, the chosen successor of the throne, and was given the political positions under him. Marcus married the daughter of Pius, Annia Galaria Faustinaz, to further strengthen his appointment as the successor. Until Pius died Marcus would go on to play a major role in government under his father-in-law. On March 7, 161, Marcus was crowned emperor and so began a reign characterized by war, disaster, and intellectual thought. There were three great external conflicts which marked his rule, and Marcus dealt with all of them efficiently. He dealt with a great plague that swept the whole empire, won a victory for the empire in 163 against the Parthians when they had invaded Armenia, and he successfully pushed barbarians off Roman soil in the Marcomannic Wars. Due to the extensive military campaigning being forced upon the empire, internal probl...

Discussion 1 Essay Example | Topics and Well Written Essays - 250 words

Discussion 1 - Essay Example 14). People opting to make purchases are hesitant to use the Internet or wireless technology due to security concerns since some electronic sites do not provide appropriate security and protection for shoppers and compromise details of personal information, especially those that necessiate divulging bank account numbers or credit card details. These concerns are warranted, since according to the information provided by Buenaventura (2011), â€Å"130,000,000 credit card numbers was compromised 2 years ago, which still holds the record for the largest security breach on the Internet† (par. 11). These are potentially influenced by age, educational background and profession since those who are prolific users of the internet are mostly the young generation and those who unsuspectively divulge personal information. Discussion 2: Potential Consequences: Discuss what the consequences should be for not adhering to security policy guidelines. Where or how should these consequences be communicated to employees? Do you think there should be stronger and better-defined government-specified policies/laws for the general public? Organizations that define security policy guidelines should clearly indicate infractions and penalties for violations. These should be communicated to the employees through their policy manuals and code of discipline. One strongly believes that stronger and better-defined government-specified policies and regulations; as well as stiffer penalties for those found to be violating security protocols and standards on privacy and confidentiality should be imposed to minimize and ultimately eliminate security breaches. Discussion 3: Tell me what is on your mind about Information Systems and operating systems?   What good articles have you read lately? Tell me what you think about this discussion question. Information systems (IS) are â€Å"used to capture, create, store,

Macroeconomics Research Paper Example | Topics and Well Written Essays - 1500 words

Macroeconomics - Research Paper Example This in turn influences the supply of money in the market. b) TRUE: Increased competition in the product market could cause an increase in the equilibrium rate of unemployment. When there is increased competition, firms sell products. The reduction in selling prices forces firms to reduce their production cost through reduction of their labour requirements. Therefore increases level of unemployment. c) TRUE: Fiscal policy includes taxation and government expenditure. Investment is function of saving. Government can induce public spending through public investment. If the government investment is a constant figure, then the only option is to manipulate tax. In this situation the tax increase or decrease can only increase the government expenditure which is exogenous. Thus no effect on national saving. IS curve-It combines the equilibrium levels where the commodity market is at equilibrium. If interest rates go pup, then the gross domestic product (GDP) goes down. If interest rates go down, the level of GDP goes up .. Investment is function of saving. Government can induce public spending through public investment. If the government investment is a constant figure, then the only option is to manipulate tax. In this situation the tax increase or decrease can only increase the government expenditure which is exogenous. Thus no effect on national saving. I=f(s) Where I; investment and S is national saving. d) TRUE: Multiplier effect is the effect of a change in investment on income 'Y'. It was true that if consumption and investment are exogenous the Keynesian multiplier equals one Question three If there is an increase in deposits of bank reserves will lead to less money supply. IS curve-It combines the equilibrium levels where the commodity market is at equilibrium. If interest rates go pup, then the gross domestic product (GDP) goes down. If interest rates go down, the level of GDP goes up LM curve- it joins together combinations of the rate of interest and national income at which the monetary sector is at equilibrium. IS curve - Joins the combinations of rate of interest and levels of income at which the product market is at equilibrium. Factors that cause a shift in LM curve are a) Change in transaction demand for money b) Change in the speculative demand for money c) Change in the money supply An increase in money supply will shift the LM curve to the right. A decrease shifts the LM curve to the left. In our case where there is a decrease in money supply, we expect the LM curve shift to the left. In the short run Effects of decreased money supply. From the above graph, it is evident that the rate of interest goes up from ie to i1. The level of output also goes down from Ye to Yi. The inflation level also goes up due to an increase

English Language Assessment and Testing Essay Example | Topics and Well Written Essays - 2750 words

English Language Assessment and Testing - Essay Example The test has an essential difference between the traditional grammar test for native speaker of English and the kind of structure test appropriate for the EFL/ESL learner. It is generally assumed that the native speaker of the language has mastered a grammatical system largely or wholly acceptable for informal discourse, grammar test at least on the high school and college levels have usually concentrated on matters of style and diction appropriate for rather formal written English. On the other hand, structure tests for foreign students will have as their purpose the testing and control of the basic grammatical patterns for the spoken language. Such tests would constitute no challenge for native speakers of Standard English, who, except for carelessness, would be expected to make perfect scores. Only for the most advanced foreign leaners are test of formal style and diction at all meaningful, and then they are better treated as tests of writing ability and kept quite separate from t he test of structure. The test devised includes the full range of structures that were taught in the course, and each structural type receives about the same emphasis in the test that it received in the classroom. The test contains two parts, in the first one (1-15), the student must select the most appropriate answers for the spaces to make grammatically correct sentences. Each item presents a context in which one or more words are missing, followed by several alternative completions. In the second part, the student must identify in each item one of the underlined words that is incorrect. Once identified, the student must circle it. Finally, I have discussed the principles of language testing in relation to the test I have designed. There are 20 questions in the test. They should constitute a total of 100 marks. This implies that each question should contain 5 marks. The table prepared should be followed in marking the test. Part.2: Specified Objective Reading Test English Language Assessment and Testing A. In the following questions (1-15), select the most appropriate answers for the spaces to make grammatically correct sentences. 1. George ____ in the library this morning. A. Is studying B. Study C. Usually study D. Are studying 2. Alice _______ the door please, it’s  ­Ã‚ ­Ã‚ ­Ã‚ ­_____ hot in here. A. Open, quite B. Opens, too C. Opened, extremely D. Will you open, terribly 3. Jacob’s hobbies include swimming, jogging, and ______. A. Play football B. Playing football C. To play football D. Football 4. The book was as _____ the movie. A. Interesting as B. More interesting C. As interesting like D. Very interesting 5. Who is ______, Brian or Pete? A. Tall B. Tallest C. Taller D. Is the tallest 6. Mr. Joseph advises that someone ____ the data immediately by email. A. Send B. To sent C. Should send D. Has to send 7. There are only ______ Birthday cards left in the store. A. A little B. A few C. Some D. Few 8. Almost all the Olympic athletes ___ __ for a couple of years before they became stars. A. Trained B. Had been training C. Undergone training D. Underwent training 9. Joshua likes silver coated watches, ______, he does not like diamond coated watches. A. But B. And C. So D. However 10. The school will upgrade _____ Physics laboratory next month. A. there B. their C. its D. it’s B. In the following sentences, one of the underlined words is incorrect. Identify and circle it. 11. Mr. John is telephoning British red cross for help. A. Mr. B. Is C. telephoning D. red

The Phenomenon Of Globalization Big Brands Marketing Essay

The Phenomenon Of Globalization Big Brands Marketing Essay INTRODUCTION All big brands around the world are now shifting towards the phenomenon of globalization. A product is no more confined to geographical boundaries. Globalisation calls for global marketing strategies being implemented around the world to resonate the brands identity and its image to target customers. A synonymous marketing strategy is cost-effective and this is the strategy applied by many big companies around the world. However, experts also say that this is not always a wise strategy because consumer behaviour around the world varies from culture to culture and from nation to nation. For instance, an American consumer will react and respond differently as compared to a Nepalese consumer. Thus, while implementing global marketing strategies, a wiser move would be to tweak it, customise it, and to relate it with the local consumer behaviour. Similarly, few international big names in Nepal have only implemented their global strategies and are not probably exploiting the huge potential they have. One such case is that of Red Bull in Nepal. Since the entrance of this drink in Nepal, it has done well enough to survive in the Nepalese market as compared to some of the other energy drink brands. Red Bull has implemented its global marketing strategy such as unconventional method without really evaluating its effects on the customer loyalty in Nepal. Thus, the question still remains whether the customer loyalty is influenced by Red Bull in Nepal that uses global unconventional marketing strategies. Statement of problem Red Bulls marketing strategy around the world is to use unconventional strategies that involve guerilla stunts and buzz generating tactics to communicate to their customers. Guerilla marketing is based on below-the-line (BTL) activities where brand recall is created through events and stunts that are mostly related to sports (X-games), parties, adventure and music. The sports Red Bull supports are ones that are not popular in Nepal. Formula one and X-games are not really popular. Similarly, Red Bull does a lot of promotional events at discotheque to enhance its brand. But this is not applicable in Nepalese situation because we dont have any such type of place. This is where the problem lies for Red Bull in Nepal. Like everywhere, the strategy depends on unconventional marketing which is not applicable and does not relate to the Nepalese culture and tradition. For example, how many people in Nepal would be interested in free style football? Hence, if they conduct a sports event based on free style football, still many people who are unrelated to these events will not consider joining there. Also, the idea of X-games that involve moto (motorcycle racing), skiing (ski big air, skier cross), snowboarding, snowmobile, Inline skating, skateboarding, and car racing are not played in Nepal. Thus, any event based on these games would be absolutely useless here. We do not have well organised night clubs and discotheques, as already described. These areas are the best places where most of Red Bulls promotions and selling would take place around the world. Red Bull also conducts a lot of its adventurous events around the world in deserts and mountainous areas. In these contexts, security is the prime issue. One would also argue Red Bull should use above-the-line (ATL) methods of promotions (e.g. television, print and radio) to communicate to a larger audience. The bottomline here is that Red Bull Nepal is not considering the local culture and consumer behavior and is blind ly implementing its global marketing strategies to communicate with its customers. That is why the current research has been done to find out the effectiveness of Red Bulls global unconventional marketing strategy, for example BTL method, in customer loyalty in Nepal. Aim and Objectives Aim The current research was conducted to find out the effectiveness of Red Bulls global unconventional marketing strategy (e.g. BTL strategy) in customer loyalty in Nepal. Objectives To analyse the situation of consumers in energy drink Do they consume energy drink? Are they aware of energy drinks available in markets? Do they prefer any energy drinks? To analyse the factors that affect potential target market of Red Bull in Nepal. Do gender, age-groups, marital status and income of consumers have any effect on Red Bull market in Nepal? Analysis of the Red Bull brand in customer loyalty What consumers think about Red Bull quality? Why consumers think Red Bull was unique among drinks? What consumers think about Red Bull brand? Will Red Bull consumers keep on purchasing it on future? Will Red Bull non-consumers consider purchasing it on future? To analyse the effectiveness of Red Bulls marketing strategy in customer loyalty in Nepal? Will sampling affect customer loyalty? Will promotion events affect customer loyalty? Any suggestion in enhancing customer loyalty? Justification of the study At the end of this study, our research will help understand the effectiveness of Red Bulls global unconventional marketing strategy (e.g. BTL strategy) in customer loyalty in Nepal. In addition, this study will be important to analyse the Red Bull brand in customer loyalty. A detailed report would be generated regarding consumer behavior, preferences, attitudes, reactions, lifestyles, and characteristics which would help us prepare an in-depth analysis on our research objectives. An exciting prospect of this project would be to find out to what extent Red Bull possesses the ability to reach markets and reach consumers as using unconventional marketing strategies limits their reach and opportunities. Lastly, the study will generate recommendations that will be crucial in Red Bull marketing strategy in future. Scope of the study The study comprises of conducting a research in different parts of Kathmandu targeting individuals and groups (principally university and college students, celebrities and media related persons) falling into our target criteria in order to find out the effectiveness of Red Bulls unconventional marketing in Nepal. The research also involves interviews with industry experts to gain their viewpoints and comments on the matter which was important to understand about Red Bull markets in this country. CHAPTER-2 LITERATURE REVIEW Unconventional marketing In the corporate world, the term marketing simply refers to activities carried out by organizations or individuals in order to generate awareness capture interest and boost sales. There are mainly two strategies to generate marketing, for example conventional and unconventional marketing. The first, conventional marketing, a traditional marketing technique, mainly refers to the use of media or ATL activities for the purpose of promoting the brand. These conventional methods comprise of television advertisements, print advertisements in newspapers, magazines, broadcasts on radios, billboards or hoardings and other sources of media. Unlike conventional marketing, the unconventional marketing refers to all those forms of marketing that require lower budgets and more time, imagination, creativity and a lot of energy rather than monetary support. Compared to conventional marketing that lacks an interaction between the organization and the end user, unconventional strategy is more interact ive with customers and gets them really engaged with the activity itself. Examples involve public interceptions, random giveaways or free sampling, and publicity stunt (PR). Unconventional marketing is synonymously used as guerrilla marketing, buzz marketing, public relation tactics, viral marketing, social media, BTL in various literatures. This marketing campaign is principally interactive with consumers who are unexpectedly targeted in unexpected places. Therefore, this campaign is aimed at generating buzz and viral marketing via a unique, engaging and thought-provoking ideology (Romane Knight, The Best Guerrilla Marketing Strategies, http://marketingnotesja.hubpages.com/hub/The-Best-Guerrilla-Marketing-Strategies (Blog), accessed on 21 September 2012). While both forms of marketing result in increased awareness, persuasion and education of the brand, unconventional marketing helps build a bond between the brand and the customer. The Exforsys Inc. website (2011) states that unconventional marketing is an experiential marketing which appeals to the emotions. The customer develops an emotional attachment to a brand, product, person, or idea. Therefore, unconventional marketing greatly enhance the customer interaction in order to gain valuable insights and consequently enhance loyalty. Customer loyalty When a company or a business organisation is opened, it is aimed to generate and retain a loyal customer who would continuously attach with the company in the context of its long-term cost-effective business. The ideology of retaining a long term relationship with brand loyal, i.e. the customer who has the continuous requirement of the same product is called customer loyalty. Customers will leave the company or organisation if it is not aimed at curomer loyalty. Various explanations have been found regarding customer loyalty in literatures. Sivadas and Baker-Prewitt (2000) said there is an increasing recognition that the ultimate objective of customer satisfaction measurement should be customer loyalty. Anton (1996) described satisfaction is positively associated with repurchase intentions, likelihood of recommending a product or service, loyalty and profitability. In 1997, Guiltinan, Paul and Madden (1997) said that satisfied customers are more likely to be repeat (and even become l oyal) customers (Guiltinan, Paul and Madden 1997). While these statements indicate that customer satisfaction is one of the factors of customer loyalty, customer dissatisfaction does not always lead to a reduction in loyalty. For example, even dissatisfied, some customers may be loyal because they dont expect to get any better service even if they did change (Reichheld 1996). In addition to customer satisfaction, brand loyalty may be another factor which may play in customer loyalty. Sometimes, customers can also feel a sense of loyalty and emotional attachment to a particular brand (Fournier 1998). However, the relationship of the brand with a customer is a two-way process in which it is not concerned how a customer feels to a particular brand, and this association is just preference or proclivity (Peppers and Rogers 2004). Customer Acquisition The assurance phase Customer Development The education bonding phase Customer Commitment The sales phase Customer Retention The continuation activity phase Customer Loyalty Cycle Satisfaction Satisfaction Satisfaction Satisfaction S2 S1 S3 S4 Figure 1: Customer Loyalty Cycle as a Business Model used by the Scuba Schools International (SSI) Dive Centres. They acquire students and convert them into loyal customers. S1: Step 1, S2: Step 2, S3: Step 3 and S4: Step 4 (Adapted from http://divessi-indo.com/acquisition/systems.php, accessed on 24 September, 2012). Finally, price may be one of the determining factors of customer loyalty (Fisher 2001). For example, good pricing is an important factor in encouraging customer loyalty (Abratt and Russell 1999). In contrast, if a customer is loyal to a brand, he/she will not care of future price changes (Clark et al. 1995) indicating price may not play a role in customer loyalty. While customer loyalty depends on different factors, the process of customer loyalty is not an easy task in business. The process of customer loyalty can be achieved in 4 steps (Figure 1). The first step is called the assurance phase in which customer is acquired via different marketing or business strategy. Then, customers are made satisfied and then, they are given different trainings and education programs to keep them bonded. This is the education and bonding phase and is the second step of customer loyalty. Again, the customers are made satisfied and customers make commitment in the sales phase or third phase. The satisfaction to customers is continued and customers will stick to the same brand or the same company in the continuation and activity phase. This is quite important to keep the customers retention. The cycle is repeated followed by customer satisfaction. Therefore, customer satisfaction may be one of the important factors in customer loyalty (Figure 1). Measuring marketing effectiveness Companies spend billions of dollars annually on marketing. Because of increasingly competitive markets, firms strive to produce higher and higher profits. This leads to calls for justifying the marketing expenditures (Rust et al 2004). Powell (2002) states that marketing effectiveness is the quality of how marketers perform their marketing activities in order to optimize their expenditures and achieve both short and long term goals. The difference between marketing effectiveness and efficiency is explained by Rust et.al (2004) as they state for example, that price promotions may be efficient in delivering short-term revenues and cash flows but ineffective in the long run if it is destroying profitability and brand equity in the long run. Figure 2: The Chain of Marketing Productivity (Adapted from Journal of Marketing 2004, vol. 68, pp. 76-89). The Chain of Marketing Productivity is a conceptual context that can be utilized for evaluating marketing effectiveness (Figure 2). This model explains the effects of certain marketing actions of a firm on its position and standing in the market. Rust et al (2004) believe that every firm must have a business model which is used to track the effectiveness of marketing expenditures in influencing the knowledge, beliefs and emotions of the customers that ultimately leads to purchase behaviours. They stress on the fact that marketing efforts such as advertising and product improvements help in building long term assets such as brand equity. These long term assets are leveraged to deliver profitability in the short run. Customer thoughts, beliefs and feelings that lead to purchase behaviours are usually measured through non-financial measures such as attitudes and behavioural intentions. These non-financial measures drive financial performance measures like sales, profits and stock values in the short and long runs (Rust et al 2004). Behaviours Hoyer and Macinnis (2009) states that consumer behaviour reflects the sum of all consumer decisions from acquisition to disposition of goods, services and experiences. Behaviour of the consumers is a dynamic process reflecting acquisition, usage and disposition activities. The questions of what, why, how, when and how much to acquire, use and dispose a particular offering can have a major impact on how strategies for marketing and communications are developed. In order to produce, communicate and provide appropriate goods and services, marketers need rich insights on consumer behaviours and what they value (Hoyer Macinnis, 2009). Marketing efforts such as communications and promotions have a long term impact on consumer behaviour. In recent years, consumers have become more price- and promotion-sensitive over the time because there is a lot of information and choice available to them. This is why more and more companies are attempting to influence consumer behaviours through marketing efforts such as promotions and communications (Mela, Gupta Lehman, 1997). Sales Revenue Sales revenue numbers are the most objective measures of marketing effectiveness. Financial benefits, such as sales, from particular marketing efforts are assessed in numerous ways. One traditional method is the Return on Investment (ROI) which is the relative return that is obtained from the required expenditure. Financial impacts like these affect the firms financial position in terms of profit and cash flow. However, these methods are controversial and ineffective if relied upon solely. This is because most of marketing efforts are played out in the long run; there effects cannot be observed in the short run, while methods such as ROI only assess short term effectiveness of marketing efforts. A better usage of such methods must incorporate future cash flows so as to predict and determine the long run marketing effectiveness (Rust et al 2004). Brand Equity Brand equity is a relatively new concept which has developed from the past two decades as core marketing concept. It suggests that brand value can be derived from the discounted cash flows received from the sale of products/services as a result of associations of the brand with those products/services (Rust et al 2004). Rust et al. (2004) further cite Tybout and Carpenter on the enormous brand equity of Home Depot which was the US$84 billion in 1999. This shows that even though there may be a short-term divide between ROI and marketing efforts, it may not be completely ineffective due long laSting value offered through brand equity. Elements of brand equity such as customer lifetime value, brand awareness, associations and recognition can be determined by recognizing prevailing perceptions regarding the brand and functional as well as emotional value propositions that the brand provides (Dunn Halsall, 2009). The impact on customers and resultant developments in valuable assets such as brand and customer equity influence a brands market share and revenue, hence, enhancing its competitive position in the market. Long term benefits of these assets can increase customer responsiveness to brands and its extensions, willingness to pay premiums, referrals, increased usage rates, lower after sales support costs, customer retention and loyalty. All of these factors reflect a larger market share to be enjoyed by the brand with guaranteed greater profitability (Rust et al 2004). There is a wealth of means to measure market effectiveness. Methods to evaluate marketing tactics and impact of marketing expenditures provide the necessary tools to affect the practice of management and to bring further credibility to marketers. From an accounting standpoint, marketing productivity must be categorized into modifications in financial assets as well as intangible assets such as brand equity (Rust et al 2004) . Red Bull-History Red Bull is a popular energy drink that had been manufactured since the early 1962 by the TC Pharmaceutical Co., in Thailand by Chaleo Yoovidhya. The name of the company was subsequently changed into Red Bull Beverage Co. Ltd. It was introduced into the Europe by the Austrian guy Dietrich Mateschitz, who found out that one of the Thai energy drink called Krating Daeng (Thai: Red Bull) was good at soothing the Jetlag. He finally realized that the Asia has a wide potential market for Energy Drinks and there was no such kind of product available in the West or the Europe. In 1984, he established an Austrian company called Red Bull GmbH that sold about a million cans in 1987. Consequently the sale was expanded to other countries like the UK, Germany, Switzerland and others (http://www.fundinguniverse.com/company-histories/red-bull-gmbh-history/). Throughout the world, it is the leader in the energy drinks market and has about 70% of the market share and has annual sales of billion dollar s (Data Monitor, Red Bull GmbH, 2004). Red Bull-Branding When introduced to the markets of the world, very few believed in the successful potentiality of Red Bull as a brand and product. The mere concept of energy drink was brought into inception by Red Bull and most believed that such a confined product category of energy drink was not required when you had other options such as tea or coffee as energy boosters. Beardwood (2010) remarked that Red Bull might be a slightly safer alternative to alcohol. Although there are negative assumptions related to Red Bull brand, it has now become the leading energy drink manufacturer around the world. Regani in 2006 believes that the soul reason of the success of Red Bull in marketing is due to its audacity to think out of the box and its trend setters rather than followers (Regani (2006). Red Bull-The brand While considering Red Bull as a brand, it reflects energy, enthusiasm, active life, trend setters, adventurous and everything that is about youth and its whereabouts. When a person is found to consuming Red Bull, the image created in mind is a cool and trendy one and that is the kind of positioning they have achieved as a brand. All brand managers at Red Bull maintain that the positioning of Red Bull will never change no matter what the situation is, as that is what Red Bull, as a brand has thrived on. Red Bull is more about the brand than the product itself. According to Gschwandtner (2004), it is not Red Bulls sales strategy that helps it sell like hot cakes around the world, but it is its innovative branding strategy that has helped it become the number one energy drink name of the world. Red Bull-Marketing strategy across the world Red Bull as a brand is rebellious in nature and it certainly proves the kind of unconventional marketing strategy it has chosen. They absolutely refuse to advertise and use some of the conventional modes of promotions such as billboards, banner advertisements, taxicab holograms and blimp in a way that many brands would opt to do. Even their TV spots are very different from others. Played only on niche channels, they are merely sketches of a mysterious Austrian artiest that tries to amuse the audience more rather than educating them. They completely pursue unconventional marketing techniques to build the brand that majorly includes buzz generating tactics, event-based marketing, hiring brand ambassadors, supporting student projects, free sampling and others. Rather than going on mass, Red Bull targets underground style with BTL activities. It aims to produce viral buzz by paying college going students, disc jockey (DJ)s and young opinion leaders to host events and parties where the drink can be served. These are the sort of parties Red Bull encourages its ambassador to lead or organise as it aims to associate its brand with such events. Therefore, strong Red Bull branding can be observed at club, cafà © and discotheque where young crowds are mostly present. Red Bull does not spend on advertising and flashy celebrity endorsement. They hire hip youngsters, students and unconventional sports athletes to endorse their brand and promote it. These not only cost less but are also more effective as they are closest to the target market and know the required consumer behaviors. Besides that Red Bull organize and sponsor extreme sports events like the X-games and freestyle football which against complements their strategy of unconventional marketing. Campaigns Their campaigns are mostly based on organizing events that are associated with the brand. These events usually include unconventional sports, parties, student based events and exhibitions. They use such events to heavily brand their product using all kinds of aesthetics and tools. Plus, they also sample at these events to generate product trial and to let their target consumer experience the functionality of Red Bull. Their most recent campaign was the world tour of free style biking champion Kenny Belaey who was taken to all Red Bull operating countries where he performed stunts at different schools, colleges and universities. This event was used to build an impression for Red Bull as an adventurous, outrageous and unique brand. Sampling was also conducted at all stunt venues. Before the tour of Kenny Belaey, Red Bull organized the Free Style footballing competition all around the world where youngsters flaunted some cheeky skills to win the major prize of going to the World Cup in South Africa. Publicity stunt/buzz generating tactics The main motive of Red Bull behind using unconventional and unique marketing strategies is to generate or create people talking about them that gradually support to promote them. They aim to create a buzz through their events that is why they do not prefer using the conventional modes of communication (e.g. TV, radio and print media). Red Bull aims to create a viral fever through its events where people are amazed by the activities they perform and talk about it. The message spreads like wild fire that is the thing each Red Bull brand manager or brand ambassador targets in all its operating countries. Main motive is to do something so outrageous and unique, that people keep talking about it. Therefore, the brand is both getting the required mileage and developing a customer base for itself. A small example of how Red Bull tried to generate a buzz was the high jump that their hired athlete attempted from the tallest buildings in all the Red Bull operating countries. Media was invited to the stunt and heavy Red Bull branding was exhibited. There was great hype and anticipation because of such an outrageous attempt being made by a person. People kept talking about it and there was a certain buzz about this stunt. The venues for the stunt were heavily branded with Red Bull aesthetics to demonstrate that it is Red Bull who owns the event. The stunts were successfully completed in all Red Bull operating countries with the media heavily publishing it on TV, print and radio. The amazing factor was achieved as people were talking about it and this was exactly what Red Bull wanted to achieve with this stunt. In this context, it might not be selling the product through these stunts but it is actually developing the brand as an adventurous and unique one and also that it is creatin g a buzz about Red Bull which is basically the target and aim of the Red Bull brand manager or ambassador at the closing of the event. Endorsements Red Bull does not really rely on celebrity endorsement as that is not its style. What it does is acquiring sports teams around the world and supporting them as its official sponsor. The following endorsements are currently made by this brand: Red Bull is the official sponsor of all X-games conducted around the world. This endorsement complements their marketing strategy of being unconventional. All venues and player dresses are Red Bull branded and heavy sampling is done at these events. Red Bull has acquired two football teams around the world. One plays in the Major League Soccer in the United States of America and is known as the New York Red Bulls (http://www.newyorkredbulls.com/), accessed on 25 September, 2012). The other one is in the Austrian Football League and is known as Red Bull Salzburg (http://www.austria-salzburg.at/, accessed on 25 September, 2012). Both the teams have their kits branded with Red Bull. Red Bull Salzburg even have their stadium named after Red Bull and is called the Red Bull Arena. One can easily notice the heavy branding of Red Bull at the stadium. This is an effective plan that involves the heavy media coverage of football all over the world. Red Bull owns a Formula One team which has been doing incredibly well since the acquisition took place (http://www.formula1.com/news/headlines/2010/5/10796.html, accessed on 25 September, 2012). The car and the drivers dress are completely branded with Red Bull logos. This is again a very effective because Formula One racing gets a lot of coverage around the world and gives Red Bull the required mileage in its target audience. Red Bull endorses the major stars in unconventional sports and gaming. A stand out example is Kenny Belaey who has been supported by Red Bull throughout his career as a free style biker (http://www.tribalzine.com/?Kenny-Belaey-after-the-success-of, accessed on 25 September, 2012). Sampling through brand ambassadors Another strategy of the marketing by Red Bull is the contract with brand ambassadors at schools, colleges and universities to represent the brand at social events and hangouts. These brand ambassadors are given cartoon/s of Red Bull to sample at parties and spots where Red Bull might be needed. These situations occur when students are in mental or physical stress due to various reasons, for examples sports events or time of academic examinations. The idea is to hire cool college going students to represent the brand amongst its intended target market. Another promotional strategy is involved in educating consumers. Red Bull organises travel in by its staffs in a car that carries large cans of Red Bull. The Red Bull staffs target those individuals who lack energy and wishes of energy. Then, the staffs give a free can of Red Bull to these people. This strategy seems to be successful during the introduction of Red Bull into public. Red Bull-Establishment in Nepal and structure Red Bull was finally launched in Nepal in 2002 and since it has been a leader in the market with relatively lesser competition. Red Bull was brought to Nepal by S.M. Chawla Company that only handled distribution of Red Bull initially. When the headquarters in Dubai assessed the sales in Nepal, they decided to officially start their operations in an office of their own. In 2004, Red Bull Nepal was established with three functional departments namely Marketing, Sales and Finance. Red Bull is currently being operated in Kathmandu with the Asian head office being in the United Arab Emirates (Figure 3). It has set up its premises in all three cities where distribution and marketing operations are executed. The current organizational structure of Red Bull Nepal is shown in Figure 3. Figure 3 : The current organizational structure of Red Bull Nepal. Marketing The current organizational structure of Red Bull Nepal is governed by Asian Head Office. This office primarily plans and executes BTL promotional activities for Red Bull. Understanding the consumer need and coming up with activities to fulfill them is one of their most important tasks. Pre- and Post- event communications of all promotional activities are also taken care of by this office. Each city has one marketing head and three Student Brand Managers hired from popular universities to work as a team. Marketing department also handles communication via social media like Facebook and others. Sports and Events This is a dedicated team that plans around the year activities based on sports and other functional events. Red Bull conducts all its marketing through guerilla style and that is why this department has its special importance. They primarily plan and execute accompanied by collaboration with the marketing department. Finance Finance Department consists of a precise and dedicated full-time team member. The finance team distributes the budget for executing the marketing activities. This department also looks after the wage control system. The team also maintains and keeps track record of monthly sales. This department submits the monthly reports of sales performance to the head office in Dubai. Communication This department handles all the pre- and post-event communication of Red Bull events and activities through all media that include TV, print, radio and social media. This strategy is similar to the idea of communication in unconventional marketing of Red Bull brand to its audience. This department actively stays in touch with people in the media to disseminate news about everything that Red Bull is doing not just in Nepal but also around the world. Sales Since Red Bull

Outsourcing and Offshoring of IT to India :: Workforce Work Jobs Globalization

Outsourcing and Offshoring of IT to India Introduction One of the hottest trends today for big corporations is outsourcing and offshoring. Outsourcing simply means a company based in one nation will hire from other nations in order to more efficient accomplish its goals. It makes sense on the part of the corporation, why pay a programmer in the US $80,000 a year when they can pay a programmer in India less than 1/10th of that salary, and make him a very happy man. This because even when he is earning 1/10th of the US salary, he is still earning more money than he ever hoped to get in that industry in India. It seems like a win-win situation1, but there is still a loser: The growing unemployed population of the US. As more jobs go overseas, more US citizens are finding themselves becoming obsolete. Recent History of IT in the US Between 1987 and 1997 imports used in US manufacturing rose from 10.5% to 16.2%2 and in High Technology rose from 26% to 38%. The US has a long history of outsourcing blue-collar jobs, including those that are intermediate steps within business processes in many industrial sectors. Manufacturing’s outsourcing success can be attributed to the lower cost structures found in many East Asian countries such as China, Taiwan, South Korea, and Malaysia and others2. These countries not only provide a lower cost structure, but also have a highly educated work force and business friendly environment. Outsourcing of blue-collar jobs has increased the demand of white-collar jobs in the US. The focus on white-collar jobs by US firms has pushed US profitability upwards. The outsourcing trend continues to eat up the value chain from blue-collar jobs to white collar jobs3. The software industry is experiencing an outsourcing trend to countries such as China and most significantly to India. The proliferation of the Internet has opened easier access to information and collaborative environments. Previously communication costs and access to mind power was limited. The Internet made communication costs virtually free and collaboration with groups around the makes software engineering and collaboration tasks easier. In additional, liberalization of free markets across international lines has made it easier for companies to set up and outsource engineering tasks throughout the world. Business-process and software outsourcing rely on cheaper cost structure as found in East Asia with manufacturing4.

Fast Food and the Risk of Childhood Obesity Essay

The fast food industry promotes childhood obesity by manipulating the young mind, putting them at risk for health complications such as hypertension and diabetes. The super-sizing of America is been a frequently talked about subject lately. Especially since it is seem to have negative effects on the health of children and adults alike through massive consumption of fast food. Health providers and other authority figures are now concerned about children’s obesity rates shown during the past 3-4 decades. They have now drawn a close connection between fast food and obesity and identified a childhood obesity epidemic with increased negative health factors. According to the American journal of public health, 2005 September issue, fast food retail sales in the United States have increased 900% from $16. 1 billion in 1975 to a projected $153. 1 billion in 2004, during the past 3 decades. The numbers of fast food restaurants targeting child and adolescent customers are found to be clustered around schools. With the addicting flavors and affordability of fast food has contributed to adjusting the young minds gradually to grab the quick lunch without second thought. Apart from the many types of fast food offered inside the school cafeteria, Studies have shown the fast food restaurant outlets are multiplying around the school grounds and neighborhood. The American Journal of Public Health estimated that there are 3 to 4 times as many fast-food restaurants within 1. km from schools than would be expected if the restaurants were located around the city in a way unrelated to schools. They also reveals that the median distance between any school to the nearest fast food restaurant is only 0. 5km, which means, there is only a walk of little more than 5 mints for any kid to grab that delicious treat. Some schools in the nation have already begun the fight against the fast food epidemic, although they’re a much less percentage of the whole. The marketing strategies used by fast food brand s mostly target children and adolescents. In his book Fast Food Nation, Eric Schlosser describes the history of child marketing explaining the concept of ‘kid kustomers’ McDonalds was the first fast food chain to direct their marketing towards kids. Schlosser explains how McDonalds took on the certain strategy from Disney, who by the time had understood the way to success is approaching the kids and who intern will attract a third party to the equation. They understood that the best way to make sales with adults was to lure the children who would keep whining until they got what they want. The ast food industry does not stop until it would possibly attract every single kid kustomer possible. Beginning with famous cartoon characters, the fast food industry started giving away free toys to children as compliment. They promoted unique collections of the current child attractions of super heroes and other toys such as stuffed animals and army troops. The constant advertising of such collector’s editions, scra tch and wins, party hosting ides with fun activities and also, the building of personal play grounds with structures was and still is a major attraction strategy used by the fast food industry. They know how to manipulate a young mind in to thinking that love and care is about giving you food that tastes so good, and giving away free toys. The sole problem is not in just the types of fast food that is served in fast food restaurants-which are obviously fatty, oily and high in sugar content-but also in the portions. The portion size was drastically increased over the past couple of decades, bringing the once ‘Large’ size portion as the now ‘small’ size and having 5 categories as small, medium, large, supersize and combo meals in the ascending order. The trick is, every time you go for the next bigger portion, the customers are made believe that they get more for less price, in turn making the sale a worthwhile exchange. Since it is all about the visual of it, the customers tend to over look that whether it is more for less, it is all too much than what anybody needs to consume per meal. Fast food tastes best when they are fresh out of the restaurant. No matter how big the portion is, fast food can be hardly eaten as leftovers. So children have gradually trained their stomachs-adults likewise-to hold fattier, oily, sugary foods that come in super sizes. The initial issue seemed to be just being overweight and obese, as these children who consume more fatty foods than necessary grew up to be a fat generation of adults. But now, the fast food monster has grown bigger and wilder that it brings children critical health issues at much younger ages. Children in the United States are currently considered to be facing an obesity epidemic. Overweight and obese children are diagnosed with a number of health issues such as Type 2 diabetes, Hypertension, Cholesterol and Lipid abnormalities, Hyperinsulinemia and obstructive Sleep Apnea. In her book, Underage and Overweight, Frances M. Berg, a licensed nutritionist and adjunct professor at the University of North Dakota School of Medicine stated that during the 1990s, cases of diagnostic diabetes for all ages rose 33% nationwide. She also explains by 2004 diabetes was the seventh leading cause of death in the United States and is the main contributor to health problems like heart disease, stroke, blindness, high blood pressure, kidney disease and amputation which occurs with increased frequency in overweight children and adolescents. Although many fast food restaurant businesses argue that they do not serve unhealthy food to their customers, the fact remains that since the rise of fast food restaurants, the obesity epidemic has only grown alarmingly. And as mentioned before, the portion size has massively increased, contributing to this epidemic every step of the way. This is now not just a concern of individual willpower but also a fight to save the nation as a whole. Studies show that children can be brain washed to believe in anything with little incentives. With the fast food industry being the top manipulators of children’s mind, they keep stuffing themselves with the mouth watering hamburgers, fries and shakes. Apart from these critical health problems, obesity brings in other issues to a child’s life. David Ludwig, an associate professor of pediatrics at Harvard Medical School has dedicated his life to researching and contributing to overweight reduction in children. He is the director of the Optimal Weight for Life (OWL) program at Children’s Hospital Boston, one of the largest clinics for overweight children and their parents. In his book, Ending the Food Fight, Lundwig explains the Vicious Cycle of poor diet and inactive life style which fosters many other negative factors in between. He lays out a great picture of poor diet that resembles over eating, that lowers metabolism, resulting in sluggishness and low motivation leading to an inactive lifestyle. Once this life style is acquired, the amount of calories stored in the body increases, causes fatigue and boredom, results in low self esteem that succumbs to temptation for ‘comfort food’ which contributes again to the poor diet that started out the cycle. He also explains in detail how obesity due to high-glycemic food intake-the type of food available at fast food restaurants-result in complications in a child in his/her Brain, Heart and blood vessels, lungs, digestive tract, hormones and also mental health. Obesity is also a key factor in most children’s self esteem and performance levels. Dr. Sylvia Rimm, a Child Psychologist and clinical professor at Case Western Reserve University School of Medicine describes in detail the contribution of Obesity in depression and quality of life of children. She mentions â€Å"In a nationally representative survey conducted in 1996-1998, researchers reported that more than 60% of kids ate 5 servings of food fruits and vegetables a day. Unfortunately these results were based on a broad range of vegetables that included potatoes. † In illuminating potatoes from the vegetable group, Sylvia states, â€Å"children who consumed five servings of fruits and vegetables a day dropped to 30%. † This means the consumption of fast food is quite often as the most popular method of potato intake is through fries and fries are often not consumed by itself. The 30% that actually dropped was consuming 5 portions of potatoes a day. Rimm shows a wide range of analysis and research done on over weight/obese children on Self Description of Intelligence, Self-Description of Grades in School, Self-perception of Intelligence, self-deception of work ethic, Self-description of Athletic etc, of all which with ought a failure represented the obese and overweight children in the more negative side of the chart. When childhood innocence takes a turn in emotional fields like this, it is high time that there is even greater attention be given to the issue of fast food that make unhealthy little human beings who are not only physically but also emotionally malfunctioning. To bring back attention to the facts and analysis made on the fast food industry and childhood obesity; obesity is currently exposing an unfortunate epidemic in children who consume the wrong types of food, in wrong amounts. The fast food industry promotes sales by manipulating the children’s mind with toys and other prize promotions, luring them in the friendly caring restaurants. Children not only get to have happy meals, but they get rewarded with toys and more importantly critical health issues such as diabetes, hypertension and other heart and mental illnesses. The emotional lives of young children which is critical to having healthy physical and mental conditions in future is also subjected to being obese/overweight resulted in too much unsuitable food intake. Being from a South Asian country, I myself have faced the discomfort of fast food addiction as I grew up. I preferred less activity and ate out more times a week than necessary and ended up with low self esteem during my high school years. I was bullied; I did not have guys who were at all interested in me or even good grades. I am just one person who went through this painful process of growing up with too much ‘tasty food. ’ But I know there are many more who are entangled in the same web. It is not easy to wake up one day and say to yourself, I’m not going to be discouraged. We need help. And if as a whole world people need to stand up for the root of the problem, fast food, then isn’t it worth the try?

Essay Sample on Antiviral Drug Production

Essay Sample on Antiviral Drug Production The most profitable pharmaceutical production technologies lie locked up inside the biggest pharmaceutical companies labs.  Evaluation of those procedures may be understandable the best during outbreaks of viral diseases. Discovery of antiviral drugs was the biggest health treatment breakthrough (3). However, those drugs production needs investing great amount of money as to allow use of combinational chemistry aided with computer designs, molecular biology (3) and other high specific technologies. But thanks to them we can receive drugs saving our lives. Infectious diseases caused by bacteria, fungi are very well treatable those days. The ones caused by viruses are only under development. The company which invents or buys technology processes for antiviral drug production should not manage to add up their profits in the near future, as millions of people die from HIV, flu and other viral diseases. The most fortunate companies as Swiss Roche are well prepared for the battle. Roche launches more than 100 new products every year. Focuses on molecular biology, genomics and genotherapy (5). Previously it invested in new technology platforms (4) labs, scientists, equipment, now they can count their gains. Of course helped them the dread of the global bird flu pandemy. They are the main owner of the patent for Tamiflu production and Tamiflu is generally, apart from Relenza, the only drug for curing bird flu infection (2). All money, those from production and those from issuing patent sublicences, come simply to Roche pocket. When we consider that during 2 years (2004, 2005) Tamiflu production has raised eightfould (2), one can have no doubt why Roche in 2005 didnt want to share its patent (2). But governments and international bodies pressure resulted in directing the sublicences one to a company in China and the second in India for producing generic version of the drug, creating coo peration with 15 companies who produce some materials used in Tamiflu, and placing end-to-end production systems in USA and in Europe (1). Annual production of Tamiflu in 2006 was estimated by Roche as 400 mln treatment courses (1). The government orders mede it possible. More then 65 countries ordered Tamiflu to stockpile last year (1). All those mean that antiviral drug production is on the way. Who will be the next winner? If you need custom essays, research papers, thesis, dissertations, term papers on Technology, Medicine, Health or other discipline feel free to contact our professional custom writing service.

Why is the UKs relationship with the rest of the EU so difficult

Why is the UKs relationship with the rest of the EU so difficult Introduction European countries have witnessed great political and economic integration with a Union of 27 European countries being currently in existence. This vibrant European Union can trace its roots to the post World War II years when integration among European nations was seen as necessary to end the devastating wars between neighbours.Advertising We will write a custom essay sample on Why is the UK’s relationship with the rest of the EU so difficult? specifically for you for only $16.05 $11/page Learn More The European Union has achieved significant growth from an initial membership of 6 nations to the current membership of 27 nations. It has emerged as a major political and economic force in the world, even threatening to compete with the traditional superpower, the United States of America. Of the 27 members making up the European Union, the UK has set itself apart as the nation that has a problematic relationship with the EU. While the other nations have a good relationship within the union and mostly support its policies, the UK continues to have a mostly adversarial relationship with the union. This paper will set out to discuss the major reasons for the difficult relationship between the UK and the rest of the EU. Reasons for the Difficult Relationship The UK is more concerned with the economic aspect of the EU than the political dimension. From the onset, the UK has been reluctant to foster stronger political ties with other European countries instead emphasizing on the economic dimension of the union. This is in contrast with the view of the other EU countries that view political goals as being equally important for the union (Chalmers 23). The main motivation of the UK to join the union was economic and the country never strived for political integration. Margaret Thatcher who served as the British Prime Minister from 1979 to 1990 expressed the concerns that Britain had regarding political integration. Thatcher s tated that British was constantly losing her independence and sovereignty as more decision-making power was transferred from the British Parliament to Brussels. The UK’s lack of commitment to political integration, which is a core aspiration for the other EU member states, has increased the difficulty in relationship between it and the EU.Advertising Looking for essay on international relations? Let's see if we can help you! Get your first paper with 15% OFF Learn More Britain’s relationship with the EU is complicated by the fact that Britain was not involved in the founding of the European Union. When the six European countries, France, Germany, Belgium, Netherlands, and Luxembourg, founded the EU, Britain choose to isolate herself from this union. British did not feel the need to engage in a union with other European countries since her economy was larger than that of countries such as Germany or France. Therefore, Britain disregarded the oppo rtunities she was given to participate in the process of establishing the EU during its formative years. Watts and Pilkington note that because of this disregard, Britain had excluded itself from the decisive events taking place on its doorstep (21). This created a hurdle for the UK since it did not have a part in the setting up of the basic rules that govern the EU (Watts and Pilkington 127). The formation of the Union led to an acceleration in economic growth for the member states and the six member states were going from strength to strength. This growth persuaded Britain to finally join the Union but by then, the six founding states had shaped the community to serve their best interests. As a new arrival to the Union, Britain had to be content with adapting itself to the rules that had already been put in place by the founding club of states. When a country chooses to be a member of the EU, it gives up some of its national sovereignty and agrees to be bound by some policies that dictate the policies of countries within the union on social, economic, and political matters. Unlike other EU countries, which are ready to give up their local powers and accept the authority of the European Court of Justice, the UK wishes to repatriate power back to Westminster. The UK currently feels exposed to EU integration and is therefore looking for ways to limit this exposure and therefore protect itself (Chalmers 132). The UK has tried to remove itself from some of the agreements of the EU in order to increase its autonomy.Advertising We will write a custom essay sample on Why is the UK’s relationship with the rest of the EU so difficult? specifically for you for only $16.05 $11/page Learn More Britain’s move towards limiting the authority of EU bodies can be seen from the Conservative Parties 2009 election manifesto, which clearly highlighted their commitment to limiting the power of the European Court of Justice over Britains cour ts (Brady 3). In line with this ambition, Britain intends to pull out of most of the EUs crime and policing co-operation in order to avoid having the European Court of Justice undermine Britains common law traditions. Brady observes that the UK wants to remain part of specific elements of EU crime and policing while disregarding those that are deemed unfavourable for the UK (2). This move has made many EU member states hostile to the UK. Britains politicians have played a significant role in making the relationship between the UK and the EU difficult. Begg observes that there is little support for the EU among British politicians with the anti-Europe politicians commanding a substantial political base while those in favour of the EU having little influence in the political system of the country (1). British parliamentarians are constantly calling for a referendum in the country to decide on whether the UK should maintain its EU membership. Public support for the European Union has a lways been low among Britons and this makes the relationship with other EU member states difficult since Britain is perceived to be an undedicated member. From the onset, the British did not unanimously favour membership to the European Community and legislation in support of the European integration was voted into Britain through a small majority in favour. The UK is constantly renegotiating the terms of its membership to the EU, an action that is frustrating the other members of the EU.Advertising Looking for essay on international relations? Let's see if we can help you! Get your first paper with 15% OFF Learn More Begg notes that the UK government is carrying out an audit of its relationship with the EU with the aim of making changes to suit the interests of Britain (1). This need for renegotiation has been necessitated by the alleged disenchantment of Britons with the EU. For EU member states, such actions are seen as a move towards more exceptional ism by British instead of fostering deeper integration. The special relationship between the UK and the US has made Britains relationship with the rest of the EU difficult since UK foreign policy traditionally started out by trying to build an Anglo-US position. Britain has for decades developed a close and special bilateral relationship with the US and the two governments have constantly sort to cooperate with each other and engage in deep consultation. Niblett notes that the UK and the US has many common foreign policy objectives that they collaboratively pursue (637). These strong bilateral relations tend to make the EU a secondary party to th e US as far as UK policy makers are concerned. The negative perception of deep US-UK relationships by EU member states can be seen by the historical attempt by French President Charles de Gaulle to veto Britains application to join the community in 1961 where President de Gaulle asserted that Britain’s ties with the US would be hindrance to the UKs dedication to the European Union. Nationalism acts as a major undermining force for Britain’s involvement in the EU. Watts and Pilkington states that Britain is the EU member that has mostly employed euroscepticism to defend national sovereignty against the encroachment of an alien Europe (110). In 1994, Leon Brittan, a former British Commissioner expressed the unease about Brussels due to the perception that it was interfering where it should not do so and the belief that Brussels lacked sufficient democratic legitimacy. Following the EU enlargement, the UKs influence in the Union has reduced considerably and it is no longe r able to moderate the EU debate or easily mediate with the majority of EU members. This lack of significant power in the union has increased nationalistic tendencies at the expense of involvement in the EU. Britains idea of her role in the world also contributes to making the relationship between the country and the rest of the EU difficult. George suggests that due to her impressive historical legacy, the British population and its politicians feels superior to the other European countries and are therefore unwilling to relate on an equal footing with them (42). For centuries, the British Empire significantly influenced the world with Britain having colonies on every continent at the height of her imperial era. With such a legacy, entering the EU for Britain meant a loss of some of its worldwide influence. This has created a psychological barrier that has greatly strained Britains relationship with the rest of the EU. The UK has always conducted itself as an independent party to t he EU instead of a member state. This perception was best articulated during Margaret Thatchers rule, which was characterized by increased political isolation. During this period, the UK sort to highlight her sovereignty and opposition to political and social integration with the rest of Europe. Barely 3 years after UKs entry into the EU, the Britons were calling for a renegotiation of their terms of entry (Bideleux 143). This move had the support of the political establishment of the country and its citizenry therefore demonstrating the outsider status that UK aspired for. Financial considerations have made the relationship between the UK and other EU member states problematic. The UK has sort to reduce its financial responsibilities in the Europe and ensure that its financial well-being is not tied up with that of the other European nations (Eudey 15). This stance is best demonstrated by the refusal of the UK to give up its currency, the British Pound in favour of the common curre ncy of the EU, the Euro (Tavlas 37). The Eurozone crisis, which nearly triggered the collapse of the EURO currency, has increased the difficulty of the relationship between the UK and the rest of the EU. This crisis has been costly to the unions big economies with countries such as Germany and France having to shoulder enormous financial responsibilities in order to preserve the integrity of the common currency since its collapse would be devastating. Instead of taking on a more helpful approach, Britain has continually pointed to this event as justification for her scepticism about deep economic integration in the union. Most of the EU members have perceived Britain as being unhelpful during the crisis and this has reduced the goodwill that the UK enjoys with the EU. British officials are not very open with their EU counterparts and this has led to some of their actions been regarded as adversarial. Brady reveals that when taking actions that influence the EU, British ministers hav e not taken the time to articulate their position and enable the other EU members to better understand them (3). This lack of openness has antagonized many EU member states who are at times irritated by the actions of the Britons. Without open communication between British national officials and their EU counterparts, the EU officials can only guess at the motivation behind the actions of the UK government. Discussion Due to the numerous troubles that the UK has been having with the EU, there have been talks of Britain opting out of the union. Such a move would be detrimental to both the UK and the EU. The UK is important to the EUs continued political and economic growth. Without its involvement, the EU would lose some of its global powers and its ability to develop a more dynamic economy. Exclusion from the EU would also see Britain reduce itself to a second-class status in Europe and lack the power to influence the future decisions of the Union. Britain’s role in the EU is crucial to her economic well-being. Cottret states that while most of Britain’s foreign investment comes from outside the EU, the country is regarded as the most suitable launch pad for entry into the European market (192). Britains withdrawal from the EU would therefore seriously damage her advantage and lead to a significant decline in foreign investment. It is therefore in the best interest of Europe for the UK to continue being a member of the EU. However, the difficulties experienced in the relationship between the EU and the rest of the Union need to be mitigated. For the to occur, the UK will have to concede that it cannot maintain its identity entirely and accept to adopt a European identity. The nation will also have to accept the fact that the sovereignty of the British Parliament will be challenged and surpassed by the European Court of Justice from time to time. While this will be an infringement on the fundamental principle of the British community, it will be a small price to pay for the advantages of being in the EU. Conclusion This paper has discussed the difficult relationship between Britain and the EU. It has highlighted the many reasons that make Britains involvement in the EU difficult. The UKs historical legacy makes it difficult for the country to accept narrowing its political interests primarily to the European continent. The lack of involvement in the formative years of the Union also means that Britain did not have a say in the establishment of the core policies and rules that govern the EU. These difficulties have mitigated the role of the UK in the union and led to speculations about its future membership to the EU. This paper has noted that if the UK leaves the EU, there will be significant loses especially for the UK. Action therefore needs to be taken to make the relationship between Britain and the EU less problematic. Begg, Iain. It is entirely possible that Britain could leave the European Union within the next decad e. Feb. 2012. Web. Bideleux, Robert. European Integration and Disintegration: East and West. NY: Routledge, 1996. Print. Brady, Hugo. Britains 2014 justice opt-out: Why it bodes ill for Camerons EU strategy. Brussels: Centre for European Reform, 2013. Print. Chalmers, Daniel. European Union law: text and materials. Cambridge: Cambridge University Press, 2006. Print. Cottret, Bernard. Civilization of Modern Britain. Vienna: Breal Publishers, 2004. Print. Eudey, Greg. â€Å"Why Is Europe Forming A Monetary Union.† Business Review 3.1 (1999): 13-21. Web. George, Stephen. An awkward Partner: Britain in the European Community. Oxford: Oxford University Press, 1998. Print. Niblett, Robin. â€Å"Choosing between America and Europe: a new context for British foreign policy.† International Affairs 83.4 (2007): 627–641. Tavlas, Grant. â€Å"Benefits and costs of entering the Eurozone.† CATO Journal 24.2 (2004): 34-54. Web. Watts, Duncan and Pilkington, Colin. Brita in in the European Union Today. Manchester: Manchester University Press, 2005. Print.

How significantly does a democratic political system impinge on the Essay

How significantly does a democratic political system impinge on the conduct of foreign policy Is such interference desirable - Essay Example However positive implications of the element of democracy in the US foreign policy have been demonstrated by its role in enhancing stability in regions of the world that are under political troubles and the use of democracy as a tool of promoting prosperity within the developing nations. This essay gives a critical analysis and argument on the significance and role of democratic ideas on foreign policy with a special focus on the US foreign policy. The essay aims at arguing that the interference of a democratic system on the foreign policy is desirable. Bouchet (2011, p. 572) says that the significance of a democratic political system in shaping the foreign policy is demonstrated by the US foreign policy whose key priority is to spread democracy to other parts of the world. However some schools of thought argue that democracy as defined within the US foreign policy is just one of the strategic objectives that the US designs to impart influence on other nations of the worlds especiall y within the Asian societies and the developing world (Berger, 2011, p. 38). The issue of democracy is important in the US foreign policy as illustrated by speeches of presidential candidates and the discussions of Members of the Congress who define democracy within the foreign policy of the US. Regardless of this, it is argued that what matters is the where, when and how in the application of foreign policy in regard to the principles of democracy which matters the most (Miller, 2005, p. 174). There are however notable difficulties which are faced by the democratization processes within the US foreign policy whose significance is illustrated by the fact that political leaders have employed costly measures of overcoming these challenges (Clarke, 2000, p. 103). Hassan and Ralph (2011, p. 513) point out that during the First World War; the participation of the US was aimed at making world regions and economies safe enough for exercising democratic political systems, values and princip les. Since this war, the US administration has focused energies at ensuring that democracy was promoted in the different political systems of the world. For example presidents Reagan, Bush, Clinton and Obama have demonstrated that the most valuable component of the US foreign policy is the need to promote democracy (Guerlain, 2011, p. 372). The Bush administration demonstrated the impact of democracy on foreign policy by using it as a tool for the promotion of peace and curbing terrorism. In the speeches of Bush, war on terror and democratization was the central component in the description of the US foreign policy (Berger, 2011, p. 47). The significance of democratic political systems in designing foreign policy was demonstrated by the Secretary of State during the Bush Administration, Dr. Condoleezza Rice. The Secretary of State came up with a diplomacy plan in early January, 2006 which was aimed at bringing political transformation by working with political partners to build demo cratic states and sustain democratic political systems (Bouchet, 2011, p. 577). Emphatically, Rice’s plan was restated in October, 2006 within the State Department. In this sense, democratic political systems are viewed to have a significant impact on the design and implementation of foreign p

Classifying Chihuahuas and Saint Bernards Essay Example | Topics and Well Written Essays - 250 words

Classifying Chihuahuas and Saint Bernards - Essay Example Bernard breeds are of the same species. Artificial selection, which involves cross breeding different dogs, has led to the many and different dog breeds seen today. The Saint Bernard and Chihuahua are good examples of the big difference created as they are extremely different in terms of looks and size. This great difference is only phenotypical and does not affect their gene pool. Phenotypical variation is evident in many animals of the same species and is also evident in humans. Therefore, the difference in look and size between the Saint Bernard and Chihuahua does not prove that they are different species. Galibert, Quignon, Hitte and Andrà © (2011), point out that the need for dogs to perform different tasks was a strong impetus towards artificial selection and the creation of more breeds. This creation, although leading to different phenotype characteristics as evident in the Saint Bernard and Chihuahua, does not change the fact that the dogs are still in the same gene pool. And can therefore, interbreed and have offspring. In conclusion, although having many phenotypical differences and great visible variations, the Chihuahua and the Saint Bernard are still in the same gene pool and are classified in the same species group, canis