Fish Cheeks Essay Example | Topics and Well Written Essays - 750 words

Fish Cheeks - Essay Example Amy Tan also demonstrates the power of culture and the need to be acceptable. She wanted a slim American nose, and she was terribly embarrassed by her family's distinctively Chinese ways. This is because she grew up in America and had been immersed in its culture, and has come to believe, at least subconsciously, that the American way is the "correct" way. The essay provides us with an honest depiction of the author's youthful self. The story dwells on the ever present clutch of cultural norms and the pressure of "acceptability". I felt invited to consider how the totality of her life was like back then, when she so desired to be American and fit in, while the unfortunate truth was that she was trapped with her "unmannered" family, who became a source of embarrassment to her. The Chinese idea of table manners is burping after a meal to show appreciation. "At the end of the meal my father leaned back and belched loudly, thanking my mother for her fine cooking. "It's a polite Chinese custom to show you are satisfied," explained my father to our astonished guests. The minister managed to muster up a quiet burp. I was stunned into silence the rest of the night." This is totally at odds with the American idea of polite discreteness. She found that her favorite dishes were becoming a source of her embarrassment in front of Robert, particularly when her father "poked his chopsticks just below the fish eye and plucked out the soft meat. "Amy, your favorite," he said, offering me the tender fish cheek. I wanted to disappear. " We can imagine the story having been told in a frenzied and excited manner the reflects how Amy felt back then, but she is reflective and calm throughout the story. She looks back at these events and simply tells the story without implying that she still has leftover emotions from these episodes. She was embarrassed, but not anymore (a bit regretful perhaps). Amy tells us that she has learned from this experience. The reader is rewarded with a little moral, and a little irony at the end. "You must be proud you are different. Your only shame is to have shame." her mother had told her. Now Tan is perfectly honest about her family's "Chineseness," which she used to perceives as shortcomings. We get the idea that she now has a more mature and accepting attitude towards her family. She now realizes that during that Christmas dinner, perhaps the only person who did not act honestly was

Proposed Market Entry Strategy Essay Example for Free

Proposed Market Entry Strategy Essay 1. Executive Summary The use of air conditioning is widespread since it does not only provide appropriate room temperature for electrical equipments that make internet and telecommunication works but also provide comfortable atmosphere for cooling rooms in a houses, trade centers, office buildings and many others. The situation reveals that air conditioning equipments have vital roles in society. However, the use of air conditioning devices is associated with high costs since they consume large power of electrical current. Under such circumstances, the development of efficient cooling and purifying devices become the next stage in the air cooling and purifying development. One of air purifying and cooling products available in the market is EnerVent ®, which developed by Northridge Enterprise. The company understands that to win customers’ hearts, there are four key features that EnerVent ® should possess; they are true Fresh air delivery, low costs and low heating air conditioning in compact design, high quality of air purifiers that are not merely circulating the same air in a room, and capability to eliminate harmful gases, mold, and germs. Concerning the issue, this paper has elaborated several issues concerning the market entry strategy for EnerVent ® including target markets, market potential, competitive market analysis, marketing objectives, marketing mix strategy (product, place, promotion, and place) 2. Introduction 2.1. Development of Air Conditioning and Purifying Products Nowadays, the discussion over the benefits of the sophisticated information technology including computers and telecommunications on business and communication is an endless topic in seminars or exhibitions. However, in order to work properly, such equipments need low-temperature in order to prevent overheating so that the use of high-power air conditioning is vast in the equipment rooms. In addition to the use of air conditioning devices for cooling rooms, they also provide comfortable atmosphere for cooling rooms in a houses, trade centers, office buildings and many others. The situation reveals that air conditioning equipments have vital roles in society. This makes sense since the use of air conditioning is widespread and easily found in almost every place that provide comfortable atmosphere. According to ARI CoolNet, air conditioning has several functional benefits as following: ï‚ § Providing personal comfort ï‚ § Improving productivity in the workplace where it relates to the comfortable place the air conditioning provides ï‚ § Increasing good medical and health services ï‚ § Helping vendors to preserve fresh and frozen foods like seafood, frozen potatoes, sausage an many others ï‚ § Protecting electrical equipment from excessive heating Since the use of air conditioning, previously called as manufactured air, is vital in day-to-day activities, it becomes a significant invention in human history. However, recent air conditioning or ventilation products do not end in the development of fancy casing or cooler temperature but also in several values added features. For example, the invention of Plasma cluster technology, which is capable of killing 99-percent bacterium and viruses including Aviation flue viruses, becomes the Sharps’ competitive advantage that generate revenue for the Japanese company’s air conditioning and cooling products including refrigerators, chillers, air conditioner, air purifiers, to name a few. However, the use of air conditioning products is associated with high costs since they consume large power of electrical current. Under such circumstances, the development of efficient cooling and purifying devices become the next stage in the air cooling and purifying development. 2.2. EnerVent ® Products EnerVent ® is manufactured to fulfill the need for efficient ventilation system that has several features including compact design (small) and lightweight compared to existing whole house and individual room air conditioning system. The EnerVent ® has favorable tagline that clearly target particular customers as following: There is nothing like fresh air from open windows on a Spring day. Yet high heating and air conditioning costs keep homes sealed tight to save money. Harmful odors, gases, mold, and germs stay in. Even quality air purifiers can only clean and circulate the same air. The EnerVent ® system offers the best of both worlds, bringing in and circulating out up to 12 true air exchanges daily without a significant energy penalty† The EnerVent ® jargon suggests that there are four features that the company concerns when developing EnerVent ®; they are Fresh air delivery, low costs and low heating air conditioning in compact design, high quality of air purifiers that are not merely circulating the same air in a room, and capability to eliminate harmful gases, mold, and germs. Concerning the size, Figure 1 shows example of several air conditioning designs that appear to be ‘usual’, large, and ‘compact’ design. (a) GMG (b) Delonghi Figure 1 Several Design of Existing Air Conditioning System Source: OK CHINA INDUSTRIAL LTD, 2007 In addition to size, competition in air conditioning system evolves into the provision of fresh air that circulate the true fresh air from the outside instead circulating the same air. This feature is significantly important since people have great concerns over the raising pollution because of industrial plants discard smoke, the forest fire, bad air-refreshing systems in a house, etc. Generally, air pollution in the U.S., to be precise, and other industrial countries is because acid rain in both the U.S. and Canada in which the US becomes a country that emits a large amount of carbon dioxide as the result of fossil fuels burning; limited resources of natural fresh water, water pollution due to pesticides and fertilizers (â€Å"Air pollution from other countries drifts into USA†, 2005). Concerning the capability of eliminating odor, EnerVent ® also present attractive features since the product is capable of eliminating harmful odors, gases, mold, and germs. In the market, this feature is best represented by Sharp’s Plasma cluster product as shown in the Figure 2. (a) Sharp FU40SEK (b) Sharp FU-S40TA Figure 2 Sharp Air Purifier with Plasma cluster technology Source: Callde, 2007; Pantipmarket, 2007 3. Target Markets Since EnerVent ® has particular characteristics that present the â€Å"true† fresh air to either â€Å"whole houses† and â€Å"individual room†, therefore, the target market for EnerVent ® is as following: ï‚ § Brand of Products : True fresh air like one from open windows on a Spring day Eliminate harmful odors, gases, mold, and germs stay in Low energy consumption ï‚ § Customers’ Preferences : People who concern about the need for fresh air in a room that has capability to eliminate harmful materials at low operation costs ï‚ § Ages : above 25 (this is the age where people use their rational reasons when buying a product). This is important since home electronic industry are fulfilled with advertising that trick customers ï‚ § Income Levels : above $2,500 per month (considering that the price of air Purifying is above $100, see Figure 3) Figure 3 Air Purifier Source: Bizrate, 2007 4. Market Potential and Sales Forecast The market potential for air purifiers from EnerVent ® is people who concerns about the People who concern about the need for fresh air in a room that has capability to eliminate harmful materials at low operation costs. The description suggests that EnerVent ® target both high-end customers since they are more concern about complete features regardless the price and low-end customers since they concern about low-operational costs despite high ownership costs. For high end customers, they realize that air pollution is more influencing the children than adult. All of U.S. researchers open their study about finding the polluted air impact at the children. It is believed that air pollution make the children lung become smaller. This evidence assures that air pollution own the chronic impact. In addition, this impact will be permanent at all of the children until they become adult (â€Å"Air Pollution Might Affect Lung Development in Children, Study Finds†, 2004). Bad air quality give the negative impact to the environmental quality and the financial loss because of the air pollution is not small. Because financially, air pollution will improve the cost, which must be become the responsibility of society. It can be in the form of medical expense for pain suffered, decreasing of the work productivity as an effect of air pollution, and decreasing of the prosperity life. Due to the fact that air pollution may provide unfavorable condition for an entire family; therefore, Northridge Enterprise has wide market potential to sell EnerVent ®, the true air purifier. To be specific the market potential for EnerVent ® is as following: 4.1. Middle and High Class market, Offices and Buildings There are many considerations in the minds of consumers when they are buying air conditioning product. In most parts of the world, air conditioning is the consumption of middle and high-class families, buildings and offices. For these people, cost is not the prime factor of consideration. It is quality that concerns them the most. In the light of this consideration, the Enervent will only gain small portion of the market in this segment because there are many air conditioning products which have better features and higher capacity to regulate air in larger offices. The Enervent on the other hand, can only regulate air in a limited space because it does not have the capability of producing cool air as a regular air conditioning machine. There are however, mid and high class households and small offices that prefer to use air purifier because they like the natural atmosphere of their houses and offices. These are generally smaller establishments or places which have plenty, but small to medium-sized rooms. This represents an opportunity for Enervent to enter the medium and high class households, buildings and offices. The opportunity however, is very small compare to the entire market of air conditioning equipment in the medium and high class market. 4.2. Medium and Lower Income Families Air conditioning needs are not the sole demands of medium and high-class establishments. In the modern realm where people’s desire for quality has been considerably enhanced, the need for air conditioning spreads to the low income families and offices. This represents a better opportunity for Enervent to gain larger portion of the market. This is true because for low income families and low-budget offices, the cost of having a full fledged air conditioning system can be quite overwhelming. In previous times, they generally switch to air purifier products because they are cheaper and do not consume too much electricity. However, the presence of the Enervent creates new and better alternative. These people could gain better quality than average air purifiers and pay cheaper costs than the average air conditioner products (Ward, 2007). 4.3. The market for Air Regulator Machines The rapid development of economy in various regions of the world generated massive demands for air conditioning products. In some markets, the air conditioning products are displaying a rapid increase, like the Indian market and Saudi Arabian. They are potential markets because of their geographic conditions and their economic development. On the other hand, there are also markets that displayed declining tendencies in the air conditioning market development because of the over-crowded markets, like China. In Europe, United States and most of the Asian countries displayed stable or otherwise mild development in the air conditioning market (Wind of Change, 2006). The product is, on the other hand, a revolutionary product filling a niche between the high cost air conditioning equipment and the simple air purifier machine. In a sense it has similar but different markets than those of the air conditioner products. Because of the revolutionary nature of the industry, and the contributions from low income, middle and high class markets elaborated above, I believe that the product will take over approximately 5-10% of the air conditioning market in the end of the first year. Furthermore, being the sole producer of Enervent, then the sales number of the company will be similar to that percentage. For instance, if the US air conditioning market is worth US$ 1 billion annually, then Enervent will generate a sales number of US$ 50-100 million. 5. Competitive Market Analysis The air conditioning industry is a global industry. Most of the modern countries plus several of the developing countries witnessed rapid growth of their air national air conditioning industry. In Saudi Arabia for example, demands for air conditioners is the highest in the world. Analysts have stated that the Saudi Arabian market has become a unique investment opportunities for foreign investors. Although not exactly alike, similar rate of growth can be witnessed in India and other developing countries (Saudi Aircon, 2007). Despite the rapid growth of the industry, Enervent cannot expect to gain the full benefit of the market development. The direct competitor of Enervent is air conditioning itself. Despite their significantly higher prices, they have larger capacity of regulating temperature and the condition of large rooms. Modern air conditioning is also equipped with various features that do not exist in Enervent, like self cleaning device, etc. Furthermore, air conditioning has a better and more widespread reputation that Enervent, which is a new and unpopular product. The competitive advantages of Enervent against the direct competitor are price and efficiency. The product is considerably cheaper, lighter and more far more electricity efficient than the average air conditioning machine. Indirect competitor of Enervent is the cheaper and simpler air purifier. The low cost and electricity efficient device is also quite popular as alternative of air conditioners. They generate significantly less cost than the average air conditioner, but cannot act as a temperature regulator. Many considered that the air purifier and the air conditioner market is not the same. Nevertheless, they are the same. Air purifier is an indirect competitor of both the air conditioner market and Enervent. Enervent has the advantage of temperature control with similarly low cost and efficient electricity compare to the air purifier. In addition to the analysis above, there are also other factors in the air conditioner industry that generates opportunities for Enervent to grow, they are: †¢ The emerging new styles of offices In the modern world, people are not satisfied having the same offices as other companies. In order to facilitate such a need for creative office design. The trend toward more stylish offices generates more complicated buildings with less ventilation. Pursuing efficiency, more employees are stationed in smaller rooms. These conditions generated the need for larger capacities of air conditioning. This is logical because managers have realized that poor air quality in the workplace could result in lack of productivity and worse, sickness (Cunningham, 1986). The necessity for more air conditioning system generates more demands of air conditioning machines. However, because companies are constantly searching for ways to enhance efficiency, their attention turn toward products which can deliver similar performance in air conditioning with less prices and more electricity efficient performance. This leads to opportunities for the newly designed Enervent, an air conditioning machine which are significantly cheaper and much more electricity efficient (Piercy, 1982). †¢ New Competitors The highly competitive environment is created by various factors. For one, the amount of players within the industry also plays a great role in shaping the competitive atmosphere. In the air conditioning market, Far Eastern manufacturers have improved their manufacturing capabilities by cooperating with Japanese producers. The new entrants are expected to influence the European market aggressively by means of targeting an established distributor. These new entrants have significantly lower price structures, thus allowing them to deliver cheaper prices to consumers. This leads to harder and more competitive atmosphere in the industry of both air conditioning machines and air purifier machines. In a sense, this also influences Enerven as an alternative between the two products. 6. Marketing Objectives The hardest mission of a marketer in getting the product accepted and recognized within the local environment. The Enervent is a new product with revolutionary technology. Its first year in the market should be the year of promotion and market penetration. Therefore the marketing objectives should be: †¢ Establish presence in local environment There are various factors that could influence how a product will result revenues and profits within its market. Each local environment has different preferences of how products should be. It is important for Enervent to win the hearts of local society by collaborating with local culture and traditions. The failure to achieve that will create poor and undeveloped sales performance. Thus, one of the most important and early marketing objective should be how to generate connection with local markets (Korey, 1986). †¢ Discover new channel of distributions and marketing In the first year of marketing, new products should be brought throughout the markets using various channels and means of transportations. Getting to know the local infrastructure and how will it affect the business is very much important. Thus, discovering new channel of promotion and distribution is also an important objective (Koney, 1986) †¢ Create a distinction Establishing presence and discovering new channels are usually not enough to get the product running and generate revenues and profits. The product needs features or appearance that will differentiate it from other products. This activity is called brand designing (Keegan, 1989). 7. Marketing Mix In the following chapter I will use existing information to make an assessment of how Enervent should be sold. This assessment is important because it determines the shape of the business offering toward consumers. Re-designing the business offerings has been the core purpose of performing a marketing mix analysis. In terms of Enervent, the following is suggested: 7.1. Product Positioning Strategy Enervent should be well promoted to reflect capabilities of the new and revolutionary product. As implied in previous chapters, the product should be advertised as a brilliant alternative to air conditioning and air purifier. It is the combination of both worlds which brings the best of them. The product can also be advertised as the new revolution in air conditioning. The advertising campaign would have to generate the image that Enervent is the next generation of low cost, low energy air conditioning (Keegan, 1989). As mentioned in previous chapter, the product has different opportunities in different segments of the market. Therefore, there is a need to perform different emphasize on different segments of the market. In the medium to high-class households, buildings and offices, the company should focus on promoting the product as a smart replacement of the average air conditioning system because of its air temperature management capabilities and its low cost and energy efficient nature. This would attract those customers which prefer to maintain the naturality of their environments as mentioned before. On the other hand, in the low-income households and offices, the product should be promoted as the new generation of air conditioning. The product should be promoted as the new and brilliant evolution toward environmental friendliness and quality preservation. Because the company is forecasted to generate more sales in this segment, this characteristic of product positioning (as a revolutionary new generation of air conditioning) should be the main scenario of marketing. Other processes within the product positioning activities which require attention includes: paying attention to manufacturing specifications, labeling and packaging to represent the target market we are aiming and the position of our product. The product must also be tested first before it enters the market. Analysts also suggested that the product should be matched with its surrounding environment, whether in times of sale or distribution. For instance, products that travel through the road should contain different specifications and equipments to products that travel through air (Keegan, 1989). 7.2. Pricing Strategy In marketing mix, price is considered as one of the factor that contributes to the total value of product offering. Despite the high quality of the product, if the pricing strategy does no reflect value (which means the value gained from the purchase is greater than the value of money sacrificed for the purchase), then customers would not be appealed to the product. Price has been the most important consideration in buying air conditioner machines for years. Because of the highly advanced technology and the power needed to perform the task of regulating air throughout the surrounding environment, the average air conditioners cost quite a fortune. In terms of Enervent, I propose a new set of pricing considerations which emphasis on acknowledgement of the segments in which the product will be marketed. In other words, the pricing strategy should reflect discounts, bonuses, price competitiveness, etc. Nevertheless, managers cannot ignore the importance of having a valuable product. The psycography of customers sometimes generates new understanding over the behavior of consumers. For one, consumer often mistaken quality with price. Often we find that if we charge higher, people would buy the product more. Managers in charge of the pricing strategy must have considerable sensitiveness toward the behavior of his/her customers. 7.3. Distribution strategy Distribution is also a factor in marketing and selling products. Companies must have provided their officers with sufficient funding in order to prevent lack of funding in the delivery process. Often, the assignment on distribution is in line with order processing stages. In a sense, distribution is an inseparable part of order processing and the process is not over until the products are delivered successfully to customers. In terms of exporting the Enervent, managers of the distribution process should prepare all the necessary export preparation and documentation. Often shipments failed because of the lack of diligence in preparing the required documentation (Basche, 1971). Distribution management includes managing the cost of distribution. In we are to export Enervent as a part of our central operations, than it is important for us to assign the distribution cost to the recipient instead of to our own cost structure. Forwarding freight is crucial in distribution management. Managers of distribution process must also pay attention to other supporting issues like insurance and arbitration. The lack consideration of these small factors could generate problems in later days. In distributing the Enervent, we must also consider the fact that inventory support is crucial for distribution process. Inventory management and warehousing strategies must be accounted to the nature of the product to prevent losses or diminished product quality. 7.4. Promotional activities In terms of advertising and promotion, we have discussed the need to represent Enervent in different ways for different market segments. On the other hand, if reality forces us to choose, we must choose to represent the largest demands on the market. In the Enevernet case, this means promoting the product as the new generation of air conditioning. Promotions can be performed through ‘indirect forms’, like literature, direct mail, etc. There are also a more direct form of promotion which includes exhibitions and trade shows. Often, the presence of a good sales force is also influential to promotional activities. In marketing Enervent, managerial abilities to motivate sales forces are important to promotional activities. This is important considering the product is new in the market. Another way of motivating the promotional activities is by using agents. External agents who receive commissions are generally more motivated to do their job because of the compensation strategy. Reference †Air Pollution Might Affect Lung Development in Children, Study Finds.† 2004. Retrieved May 9, 2007 from http://www.californiahealthline.org/index.cfm?Action=dspItemitemID=105505 ARI CoolNet. â€Å"Air Conditioning: Improving the Way We Live.† Retrieved May 9, 2007 from http://www.ari.org/consumer/history/history-ac.html Basche, J.R. Jr. Export Marketing Services and Costs. 1971. New York: The Conference Board, p4. Cunningham, M.T. Strategies for International Industrial Marketing. 1986. In D.W. Turnbull and J.P. Valla (eds.) Croom Helm p 9. Delonghi.  « Delonghi Portable Air Conditioners Delonghi Portable Air Conditioning.  » 2007. Retrieved May 7, from http://www.delonghi-portable-air-conditioners.co.uk/images/3176.jpg Korey, G. Multilateral Perspectives in International Marketing Dynamics. 1986. European Journal of Marketing, Vol. 20, No. 7, pp 34-42 Keegan, W.J. Global Marketing Management. 1989. Prentice Hall International Editions. OK CHINA INDUSTRIAL LTD. â€Å"Wholesale Air conditioner.† 2007. Retrieved May 7, 2007 from http://www.sz-wholesale.com/shenzhen_China_products/Air-conditioner_1.htm Piercy, N. Company Internationalisation: Active and Reactive Exporting. 1982. European Journal of Marketing, Vol. 15, No. 3, pp 26-40. Saudi Aircon 2007. 2007. Riyadh Exhibitions. Retrieved May 9, 2007 from http://www.recexpo.com/recweb/show_overview.asp?id=79 â€Å"US Market for Air Conditioning.† Worldwide Market Intelligence. Retrieved May 9, 2007 from www.bsria.co.uk/documents/pdf/misc/17200 leaflet.pdf Ward, Susan. â€Å"How to Find and Master a Niche Market.† 2007. Retrieved May 9, 2007 from http://marketing.about.com/od/careersinmarketing/l/aa060303a.htm â€Å"Wind of change in air-conditioning market.† 2006. China Economic Net. Retrieved May 9, 2007 from http://www.chinadaily.com.cn/english/doc/2005-04/27/content_437865.htm

Qualities of the Effective Leader

Qualities of the Effective Leader Qualities of the Effective Leader In every form of community, there is always one person or a group of people who manages or handles the issues, known as a leader. And, in order to be leaders, those certain people have to earn the hearts of majority who belong to their communities. However, winning the hearts of people is not the only quality of the effective leader. For this, leaders must be an expert to manipulate the people’s mind, and there are four ways to master. First is to focus on the majority of the population. Second is to give an illusion to people in the name of hope that they may receive the helps from the government. Third is not to raise the expectation of people. Last is to shift the concerns of people which may lead to question the qualification of leaders. However, manipulating the minds of people doesn’t ensure that states will function properly. Therefore, the effective leader must learn how to govern people. And there are two ways that can guarantee leaders that their followers wou ld follow their words. One is â€Å"to be feared than to be loved†(Machiavelli, The Prince, Pg46). Other one is to â€Å"appear, upon seeing and hearing him, to be all mercy, all faithfulness, all integrity, all kindness, all religion†(Machiavelli, The Prince, Pg 49). However, if one really possesses these virtues, then one may be chained by one’s own virtue and moral to forget one’s duty that is to maintain the community. According to Durkheim, the mere fact that we are human made us create society, and people subordinate to society rationally. (Durkheim, Individualism). And, based on most people’s rationalism, a leader must have enough ability to earn the credits from the people. For one to be a leader, then it is obvious that one needs to know the way to be credibility and, for this, one needs to how to manipulate people’s minds and be favored by the majority of population since favoring minority of population can’t make a leader stay in the position for a long. If a leader dares to betray their hearts and favors minority of population, it would lead to the downfall of the leader. Luis XVI, for instance, removed from his throne in 1791 by French Revolution because he favored priests and aristocrats, who are minor, and forced the commoners whose population consists of 98% of contemporary France to pay more taxes. Therefore, an effective leader must favor the majority of people; o therwise, there would be conflicts between people and the leader, which would eventually lead to the tragic end of the leader. Throughout history, there have been no cases in which people rebel against leader when they have hope that their leader would do something good for them. Therefore, an effective leader needs to figure out the needs of people and lend a hand to them. So, the leader can earn respect; however, the support should not exceed the certain degree that may lead to increase in deficits of the country. If the leader fails to achieve this, not only people but also a whole nation would be in great confusion. As a result, it may lead to the collapse of the nation. Therefore, helping people can be known as virtuous but not effective. So, the effective leader who must be appeared as kind and generous should create an illusion which can balance the hope of people and the economy of the nation. So that, people may think they would also receive help and expect the mercy or generosity from the leader. Once, Lao Tzu said â€Å"When the master governs, the people are hardly aware that he exists† (Lao Tzu. Tao-teaching, pg 24), but he also mentioned â€Å"there is a time for being in motion.† (Lao Tzu. Tao-teaching, pg 26) In other words, the best leader only takes action when he believes it is necessary. This is because if the leader continues to work for the welfare of people, people who have experienced better world would expect things to be better (Plato, Allegory of the Cave). In the end, the nation itself would be bankrupt, and people would blame on leaders for using taxes unnecessarily. So, the effective leader needs to manipulate the expectation of the people. However, unlike other qualities, this quality gives the direct effect on the reputation of the next leader. For example, Ashoka, the emperor of Mayura Empire, conquered the largest territory in Indian history, and later, promoted Buddhism to stabilize his empire; however, the golden age of Mayura Empire on ly stayed for his time because the successor was not able to meet the expectation of people who trust the successor to be like Ashoka to attack other countries in order to gain the wealth from other nations to decrease taxes and share his fortune. Then, the country started to decline and just sustained for a half century after golden age. Therefore, the effective leader needs to consider the successor; If the expectation of people and ability of leader are not in equilibrium state, this would result to the great confusion in the nation. Another quality that an effective leader must possess is that â€Å"a prince (leader) must be prudent enough to know how to escape the bad reputation of those vices that would lose the state for him, and must protect himself from those that will not lose it for him.†(Prince, Machiavelli) This clause shows that a leader must know how to escape criticism in order for one to stay in the power. Therefore, in order for him to achieve this, the effective leader needs to use media for shifting concerns of people. Current leaders make use of the media quite well that whenever there are some concerns against their reputations, the media begins to focus on crimes or scandal between celebrities to change people’s concerns. So, people would forget whatever mistakes they made. If a leader fails to achieve this, then people would recognize him as untrustworthy and who will try to follow his words? Therefore, there are high possibilities that people would underestimate the leader and dare to challenge the leader. So, the effective leader needs to possess this quality for him to lead the people. In addition, Machiavelli said â€Å"men in general judge more by their eyes than their hands; for everyone can see but few can feel. Everyone sees what you seem to be, few perceive what you are, and those few do not dare to contradict the opinion of the many who have the majesty of the state to defend them.† From this quote, we can lucidly figure out that people would not judge their leader through experience but through what they hear and see. Therefore, the leader must prioritize appearance, and this would make him lay the foundation of his good reputation. If the leader would be able to establish this foundation, then people in the society would trust he has a good nature even though some people could perceive the pretentiousness. Furthermore, Machiavelli said, â€Å"it is better to be feared than to be loved†. According to him, this is because â€Å"love is held together by a chain of obligation which, since men are a sorry lot, is broken on every occasion in which their own self-interest is concerned; but fear is held together by a dread of punishment which will never abandon you.† Although his view may seem cynical, his words are quite true. Men have a tendency to neglect the love and may make excuses them to gain what they want. However, fear is different. Fear chained people to inhibit their thoughts regarding desires to attain their interest. Moreover, fear can also increase the efficiency of productivity. Men are such creatures that require certain conditions such as deadline, pressure and tension to accomplish the task. So, fear may serve as one of these conditions. Therefore, fear ensures leaders that followers would not only do their task but also increase productivity. To conclude, the ability to make others fear is the qualities that the effective leader must possess. Lastly, virtue is not one of the qualities that the effective leader must have. For being virtuous, the leader would need to make virtuous decisions which may bring negative effects to the society which means the whole people belonging to that particular community would suffer from it because the leader tries to pursue ideal when one live in the reality. This is totally against the duty of the leader that is to lead the people. Therefore, virtuous shouldn’t include as one of the qualities since this may blind leaders to make an absurd decision rather an effective one which is more suitable for reality. In other words, the effective leader needs to distinguish the difference between ideal and real. In China, there was a king named as Yanggong from Song country during warning states period. According to history, he valued fairness. So, during the war, when the enemy invaded the country’s territory, he waited for the enemy to be prepared for a fair battle. So, in this batt le, his virtuous decision led to the defeat of his nation. Although people have very different perceptions about the effective leader, most people, in my opinion, believe that the effective leader is the one who leads the followers effectively, and, for that, leaders must understand both reality and the nature of people. Therefore, the qualities, mentioned above, must be considered as the basic qualities that leaders need to deal with people and reality for one to lead the group effectively even though there may be more qualities that the effective leader should possess. First is to manipulate the minds of people. Second is to be loved than to be feared. Third is to maintain a good reputation. Last is to distinguish reality and ideal. However, it may seem a hard task for one to have all these qualities. So, leader must appear to have all these qualities.

Native Americans Essays -- essays research papers

Native Americans culture is unique for many ways. Living on the reservations they were in touch with nature as well as their ancestors. Native Americans are disputed in the country, diverse among tribes, culturally mixed, and recognize their own political stands (Bordewich, 1996, p. 71). These have changed over the years, but before the reconstruction of the Native Americans the people were identifiable and knew who they were. Before the Europeans came and changed their living they felt one with the land. They believe the land was not to be owned by anyone. The Wakon’da, a god, who in there words related to all things, made the land. Also, they expressed their feelings for nature as in peace confidence. Before the ‘whites’ took over the land the Native Americans had their own laws, as they do know, but one of the most important laws was to respect and keep peace with the dominant race and others around them. This meaning the Natives had never wanted to start fighting with the other races (Brophy, 1966, p. 24-25). They wanted to keep to themselves and keep the land clean and healthy. They did everything in and for nature.   Ã‚  Ã‚  Ã‚  Ã‚  The Indian dances were a spiritual way for the Indians to express themselves. Handed down from generation to generation the dances are not a form of their own movement. They do the steps of the ancestors exceptionally in the religious ceremony dances. The only time a dancer will go outside of the steps is when it’s a personal ex...

Representation of Indigenous Cultures Essay

Since the European settlement of Australia, the Indigenous people have been represented in a myriad of ways. The Rabbits (1998), an allegorical picture book by John Marsden (writer) and Shaun Tan (illustrator) and Rabbit Proof Fence (2002), a film directed by Phillip Noyce, are just two examples of this. Techniques such as music, changing camera angles and symbolism are utilised in Rabbit Proof Fence to represent the Aboriginal people as strong-willed and spiritual and in The Rabbits, exaggeration, different colour themes and perspective are used to portray the Aborigines as technologically inferior and overwhelmed against the Europeans. In both texts, the Indigenous people are represented as oppressed by the Europeans. The Rabbit Proof Fence uses techniques such as slow motion close-ups, quick transition camera shots and intense music to show the strong-willed nature of the Aboriginals, which are be used in the scene where the three girls are taken by constable Riggs. Just before constable Riggs, we already hear the music building up the tension with some soft, yet ominous music and as they see the car, there is a slight silence before the intense music slams suddenly to support and symbolise the chaos and confusion of this part of the scene. This brief respite in music and the slow motion close-up shots of the horrified expressions on the faces of all of them emphasises the chaos that was about to happen when constable Riggs chases and captures the girls. Even after the girls were obstructed by the car and constable Riggs was taking the girls one by one, they continued to resist, especially Molly, who screamed and kicked the door shut as Riggs attempted to shove her inside the back seat. The quick transition camera shots that accompany this section of the scene from one character to another, exemplifies the franticness of it. During this scene, we clearly see the considerable amount will of resistance the Aborigines have because of the fact that, although they were powerless against the Europeans, they resisted to the bitter end. On the other hand, in The Rabbits, the Aboriginals (the Numbats) are represented as technologically inferior by the use of techniques such as: colour schemes, exaggeration and vanishing points. Colour schemes in this book are used effectively to emphasise the Indigenous population’s simplicity in life as the Aboriginal colour schemes consist of hues that blend well and warmly with its surroundings so the general overview of the texture of the painting in smooth. However, when analysing the Europeans (the Rabbits’) settlement in panels such as four and five, the colours are very sharp and more suited to the use of creating hard edges, which has been done as seen from the geometric construction of the objects within these two panels. In the tenth panel, the exaggeration of the wheat collectors is used to show the Europeans’ superior knowledge in machinery, in not only size, but also the quantity of objects that are attached like the taps. In the eighth panel, another representation of the Aboriginal’s inferiority in equipment is portrayed in the bottom right hand corner by an absolute domination in manpower and weapons. This is also epitomized by the vanishing point in that particular frame, which basically shows the reader that the army of soldiers is close to infinite. The spirituality of the Aboriginal people towards their land is portrayed in Rabbit Proof Fence by using symbolism, music and camera shifts, when Molly and Daisy on the verge of losing hope in the desert. In this scene, the very slow, lamenting music gives an audio representation of the two girls’ fatigue and hopelessness, using small accents to do so at every step. When the girls do collapse onto the ground, Molly sees an eagle soaring in the sky above them. This eagle, as explained by Molly’s mother in opening scene, was a symbol of protection and safety in Aboriginal culture. The appearance of this eagle in their time of need emphasises how the Aboriginals are truly bonded, psychologically and physically, to their land and culture. In this scene, the camera shifts back and forth between their elders back at Jigalong and the girls in the desert. This constant transition conveys the relationship between the girls (protected by the eagle) and the elders praying in an Aboriginal dialect for the girl’s safety. With these few examples, we can see how the Indigenous people have a special bond with their land through their cultural religion, which, in return, assists them when it is needed. Powerlessness of the Numbats (Aboriginals) against the Rabbits (Europeans) in The Rabbits is shown through the use of words within the mise en scene. Within this picture book, Marsden contributes to the meaning of the story to the readers through very short, but powerful sentences such as: â€Å"Sometimes we had fights/But there were too many rabbits/We lost the fights. † The way these sentences are structured so that it places emphasise the appropriate scenario that is occurring in each panel. With Shaun Tan, he conveys the powerless nature of the Indigenous by placing the Europeans in the foreground and the Aboriginal’s away from the focal point. For example, in panel eleven, the rabbits (Europeans) arjplaced in the foreground of the scene, holding up the words, â€Å"and they stole our children† and the tiny numbats (Aboriginals) are off into the far distance, holding up their hands in a fruitless gesture whilst their children are being taken away from them. This representation of the numbats in the background shows how the Europeans have gained most of the control in their land, causing a massive imbalance in power. The Rabbits and Rabbit Proof Fence provide audiences with different representations of the Indigenous culture by presenting various ideas by using visual and literary techniques to support them with: music, changing camera angles, exaggeration and perspective being a few that were discussed.

Marketing – Packaging of Raisins

Tiffany Eu, 7605325435 Packaging Assignment – Sun-Maid Raisins There are not many brands of raisins that are found on a shelf of a typical supermarket but compared to its competitors, like Newman’s Own Raisins and Champion Raisin, the Sun-Maid raisins packaging stands out. Since sun-maid raisins come in many different packaging sizes and forms, I will focus on their 15-ounce red box packaging. Sun-maid raisins stand out due to many factors like its visibility, the information given on the packaging, emotional appeal to its consumers and the workability of the packaging.At first glance, a consumer may see three main things on the box front: sun-maid’s well-known logo, the word â€Å"sun-maid† and the word â€Å"raisins† in the middle of a picture of fresh grapes and raisins. Sun-maid’s large yellow logo of the woman holding grapes, modeled after Lorraine Collett Petersen, has been the logo for sun-maid since 1915, three years after the brand w as started. Most of its consumers worldwide are familiar with this logo and it is positioned at the top of the box where it is very visible against the red background.For those consumers who are not familiar with the brand logo, the brand name â€Å"sun-maid† is states in large yellow font across the center of the box. The word â€Å"raisins† is also stated near the bottom of the box among a picture of fresh grapes and raisins to attract consumers who may be interested in buying raisins. Another smaller logo that was introduced recently, and is probably only temporary, saying â€Å"healthy food award† and â€Å"fitness† informs consumers that sun-maid raisins carries a â€Å"Fitness Healthy Food Award† assessed by experts on the â€Å"Fitness† magazine.This logo is supported by additional information about the award, formatted as a paragraph on the back of the box, and integrates methods of consuming these raisins into the paragraph. They su ggested to â€Å"sprinkle raisins on cereals, yogurts, salads or snack right out of the package. On the front of the box, it also states â€Å"since 1912† in smaller font below their logo in order to reassure its consumers of its reliability since it has been established for so long. On the sides of the box, sun-maid informs their consumers about their nutritional facts in a able and includes a brief summary of its benefits on the other side, such as â€Å"100% natural†, â€Å"no fat†, â€Å"no preservatives† and â€Å"naturally sweet and have no added sugar†. Although not much information is needed for eating raisins, sun-maid provides instructions on how to use their resealable bag inside the box on a reusable sticker that is used to reseal the bag of raisins. Furthermore, the packaging attracts consumers by evoking positive feelings, such as happiness. The bright colours, yellow and red, are cheerful colours.Yellow reminds us of the bright sun which we associate with happiness and nature while red reminds us of the deep red/purple colour of the grapes from which the raisins are made. There is also a feeling of nature and simplicity from the traditional look of the girl holding a basket of grapes in their logo and the feel of the cardboard box as opposed to a modern looking plastic container. The feeling of nature may also induce the idea of healthiness which will attract consumers to sun-maid raisins.Other than just appealing to the consumers by its looks, sun-maid’s packaging is also successful in the way that the shape of the packaging is also very functional. The rectangular shape of the box allows for easy storage and shipment while the tall height of the box maximized the packaging front that consumers see as they pass by it on a shelf. The box is also useful for protecting the raisins from being squished and the sealed plastic bag on the inside keeps the raisins fresh and easy to store after opening (since th e bag is resealable simply with a small sticker that they provide).This larger packaging is more environmentally friendly as compared to their smaller individual packs but sun-maid does not specify if they use recycled cardboard for their boxes and the plastic bag inside a cardboard box is a little redundant in terms of being environmentally friendly. The 15-ounce packaging of sun-maid raisin is successful for the many reasons states above. Shopping in a supermarket, I would, personally, choose sun-maid over its competitors subconsciously because of its packaging and perhaps also because it is a well-know and trusted brand.