Dominican Republic International Strategies Foreign Policy And National Security Affairs Essay

Dominican Republic is known to be one of the US Loyalists around the world today. Primarily, this is because of the fact that the United States has actually been involved in the huge part of the country’s history. As for now, the country is involved in a representative democracy status of governance. Guided primarily by the American government, the country is able to survive the challenges of the modern life in the industrial scene in the society today. A LAND rich in natural resources such as gold, iron, bauxite, marble and amber; a well-watered land that can sustain its population with its agricultural produce; a land that varies in climate from the hot, humid coastal region to the refreshing coolness of the mountains; a land of palm trees and blue skies; this is the Dominican Republic (Harvey, 2006, 19). Its area of 19,129 square miles constitutes two-thirds of the second-largest island of the Antilles group, a necklace of islands that spreads in an arc from the tip of the Florida Peninsula to Venezuela. Its highest mountain, Pico Duarte, rises 10,714 feet, like a sentinel guarding the outer perimeter of the Caribbean Sea. The earliest known inhabitants, Indian hunters, fishermen, farmers, have long since vanished from the scene, victims of the greed, the cruelty and the religious fanaticism of the Catholic â€Å"conquistadores† from Spain (Harvey, 2006, 19). Columbus came in 1492 and renamed this island of Quisqueya, as it was known, â€Å"La Espanola. † The capital, Santo Domingo, founded by his brother, Bartholomew, is said to be the oldest city in America, apart, that is, from the cities of the aboriginal inhabitants. (Matibag, 2003) The barbarities, hatreds, jealousies and violations of every Christian principle, which brought about the extinction of the Indians, long survived among a people kept in ignorance by the Roman Catholic Church, denied every opportunity to gain knowledge from God’s Word, the Bible. For over four hundred years the history of the territory has been a succession of intrigues, revolutions and wars. Even in more recent times little improvement could be noted. In the period between 1844 and 1916, for instance, fifty-six civil wars occurred. â€Å"To maintain domestic tranquillity† there was an American intervention in 1916 that lasted until 1924 (Moya Pons, 2001, 14). Next came six years of confusion under what was known as â€Å"the third republic,† and then the long period of dictatorship styled â€Å"the Era of Trujillo. † National Purpose It is the country’s admirable advocate to keep on striving for the best possible ways by which they could be given the chance to flourish amidst the growing international culture of worldwide brotherhood. Aside from simply being a part of the USA alliances, the Dominican Republic also aims to be independently known as a strong country on its own. (Zinn, 2003, 10) As for now though, the purpose of the country remains within the lines of consideration with which the American government had been providing them with (Zinn, 2003, 18). Likely, the thought is that the country remains to be under the care of the American control, whereas, to be able to survive in the process of global change, the country’s governance need to be strongly in obedience with that of the treaties that they have signed before the American government. Understandably, these treaties involve the free trade the both countries agreed to whereas the economic system of the country becomes highly dependent to the rules of international engagement that the American government has set for them. From this particular section of the discussion, it could be well noted that the government of Dominican Republic highly intend to secure the alliance that they have with the American government as it well provides them the protection that they need from the possible military attacks that might be caused by neighboring countries. To arm themselves of the necessary guidelines that they need to survive the globally connected manner of all other countries around the world, they are in dire need of assistance from larger countries such as that of the United States (Moya Pons, 2001, 18). This does not mean though that the country’s government is lame enough to handle its own issues or problems at that, rather, it is still not prepared enough to face the huge challenges of autonomous recovery from the history of wars and inequalities in their own society that they once experienced. Ideology It has been a plaguing fact in the society today to accept the fact that many individuals around the world are aiming to become just like the western races, primarily that of the Americans. The society making up the Dominican Republic is likely one among the many groups of people who actually want to embrace the culture of the west. In fact, many other countries are in the same line of thinking. The inviting culture of the American people has likely addressed many others in a well influential way that they are most affected by what they see through media, what they read through books and the internet and many others. Truly, United States and the culture it carries are most likely considered by many as today’s most flourishing civilization in the world. With the influence that they are making in the world through trade and entertainment, they are most often that not implying the thought of the need to become like them. As a result, immigrants from around the world choose to make decisions of moving in to the American Society and Americanize themselves as part of their so-called personal satisfaction on personal advancement. (Rawley, 2005, 19) Dominican Republicans actually follow the same path. At most, according to reports, at least 40% of the immigrants in America are likely from that particular area of the world (Zinn, 2003, 13). Undeniably, these statistics prove how much the people of Dominican Republic actually want to embrace the culture of their so-named â€Å"protectors†. It is through this that the modern day youth of the Dominica Republic know less of their original traditions and culture but well know of the American Society’s advancement as well as history and traditions. This is particularly the reason why the situation among the young generation of the said country is most likely focused upon making amends as to how they could serve the best possible way to at least get out of their country and transfer to the American regions. This has been most likely the plaguing situation among third world countries as Dominican Republic today(Moya Pons, 2001, 17). Therefore, aside from being under the American control, the people are also becoming highly familiar with the American society and are thus able to adjust within the society’s way of living. Considerably, as the global scene changes, it is understandably expected that the culture of the world changes as well specifically those of the countries which are primarily involved in lower economic status in the world market (Zinn, 2003, 18). Likely, the idea is that the weaker countries would intend to become much likely dependent on those of higher and stronger standards and governance in terms of social, economic as well as global status within the global relations of countries today. (Moya Pons, 2001, 15) National Interest It is every country’s goal to be able to sustain itself along with the people living within its area of concern. The government of Dominican Republics hopes to do the same thing. Even though most of their affairs both internal and external are controlled by the government of the United States of America, the said governance still wants to provide the best possible resources to their people at the best possible way that they can. (Harvey, 2006, 32) Understandably, the government of the said country continues to aim in making its own economic standing stable in the international scene thus engaging in different business investments that are most allowed by the treaties that they have further signed with other powerful governments around the world (Matibag, 2003, 45). Because of this process, the alliances of the country with others also stand as a major key factor with which it is able to establish fine connections with others thus safeguarding national interest and providing their stakeholders with the best possible values that they ought to receive. National Power The national power of the Dominican Republic actually depends on a much larger scope within the powers of the American provisions for the country’s protection. (Matibag, 2003, 19) Understandably, this may picture the said country in a less-able entity in the international state that makes it weaker in a sense in comparison with others. However, the real national power of the country relies on their people directly. True, because of economic dependence to the country towards the control of the United States, it could not be denied that they are viewed by many as the US alliance that continues to be allied with the country for the sake of protection. On the contrary though, the people of the said country are well spirited and the history attests to this fact. They are also capable of knowing when they are already oppressed and are thus moved to act towards those who might be in a position of oppressing them. (Zinn, 2003, 18) Threat The Dominican Republic’s Status in the International Trade is likely the weakest position of the country in the world today. It could be noted that their situation in the current status of international relations today is controlled by the huge governments that are considered powerful today. With this in mind, it could be described that one particular threat in the country is that their dependence in the powerful governments of the world today might bring them down as well in times of larger complexities that may occur between the relations that they establish with the said authoritative country governments (Matibag, 2003, 19). In terms of international relations, Haiti appears to be among the toughest threats that the country needs to face. According to reports, it is the connection between the two countries that serves as a major link of Dominican Republic to failure. Likely, as Haiti becomes one among the poorest countries around the world, Dominican Republic never cease to increase in terms of economic stability and power as it continues to stay in link with that of the American government (Harvey, 2006, 31). The issue is that as the other country survives, how well is it willing to support its neighboring country in its struggle for survival in a global challenge. Domestic factors The people of Dominican Republic are known for their friendliness and hospitality to foreign visitors. Their warmth in accepting tourists have actually made them and their country one of the most visited areas in the world. With the said attitude, the people of the said country are now known for their capability of handling the needs of the different nationalities visiting their area. Most likely, this particular character makes them one of the countries whose tourist businesses are really flourishing as assistance to the supposed growth of the economy of the country. Moya Pons, 2001, 54) As of now, the country is a host to multicultural society that welcomes a number of immigrants from around the world. Their asset of being much welcoming to others made the employment rate in the said country also handle some certain changes with regards balance and multiculturalism of culture. Over eight and half people reside in the country and at least 43% if these people belong to different races (Zinn, 2003, 18). Likely, the idea is that the country holds much asset in terms of handling multicultural society as they are at times becoming the host country to some other immigrants in the United States who are aiming to search for employment abroad. (Matibag, 2003, 23) Military Strategy Since the bombing of Pearl Harbor on December 7, 1941, over thirty-two years ago, the United States has had just three years of peace where none of its military forces were in a conflict somewhere in the world. The other twenty-nine years saw U. S. servicemen active in such places as Korea, Congo, Cuba, Dominican Republic, and Indochina (Harvey, 2006, 10). As one of the countries well assisted by the American government, Dominican Republic also owes its military strength to the guidelines of security that the American government suggests to the country. Today, there are at least 44,000 personnel in military force but only 70% of them are working for actual military practices. The other 30% percent are reserved for plain security activities as well as for social security programs provided by the government (Moya Pons, 2001, 28). IT is their military stance to handle certain difficulties along with the American government when certain situations arise. As for example, they are required to send in military assistance to other American alliances which are in crisis. International Strategy The country’s connection with the American government has given it a strong stand in the International picture of alliances with other continental governance. With the American government at its back, this country became one of the many dependents of US in terms of social and military influences. In accordance with this, the country intends to use their connection with America as a basis of their strength and power in the international relations and agreements. (Harvey, 2006, 19) To even strengthen their stand, Dominican Republic carried several policies that make their status in the global connections well recognized by other governments. However, because of the control that the American government has on their regulations with regards international connections, their alliances with others that are solely decided upon their own government become rather limited to certain chosen societies that are rather pre-approved by the regulations and treaties that they have signed with America (Matibag, 2003, 52). Foreign investments also become rather controlled by the American government thus making the economic growth of the country less likely to take huge leaps forward. Foreign Policy As mentioned further earlier, Dominican Republic is known for its connection with the American government. This includes the control than the country has upon Dominican Republic’s foreign policies. Most often than not too, the country usually handles several treaties with other neighboring countries to handle the protection that they need from being possibly competed with or attacked in any possible aspect of the country’s factoral measures for advancement (Sean, 2006, 59). However, in terms of investments and money issues, the government of Dominican Republic made it sure that they are able to protect their own businessmen’s capitals to their own industries as the law against money laundering had been established on October 2001. For this reason, it could be noted that most of the foreign policies that they impose during international relations activities are largely based upon the foreign trades that they are particularly involved with at the same time. (Zinn, 2006, 13) US Involvement with Dominican Republic Obviously, from the discussions mentioned within this study, the United States and its government has so much to do with whatever status Dominican Republic have today. Ever since the recovery of the country from the strife of the war years, the US government never ceased to assist the country for the sake of regaining the economic strength that they are supposed to attain to face the challenges of a more globally renowned relations in the society today. Furthermore, the 1906 50-year treaty between Dominican Republic and the United States has bonded the two countries making each other rather strongly and directly familiar with each others strengths and limitations (Matibag, 2003, 97). Each of which are able to handle in balance so as to handle as an ace to the relationship that they share. Understandably though, the cooperation that exists between the two countries remains to be the strongest link that connects them together for success. (Moya POns, 2001, 54) Summary Numerous precedents prove that when good international relations produce confidence, it may lead to some disarmament. General friendliness between Canada and the United States, for example, has meant that their 3,000 mile [5,000 km] border has been unprotected by armies for over one and a half centuries. Norway and Sweden have achieved a similar accord, as have many other nations. Could an agreement between all nations achieve a world without armies? With the horrors of World War I, the idea gained unprecedented popularity. (Matibag, 2003, 62) When peace was made in 1918, one of the purposes of the Versailles peace treaty was â€Å"to render possible the initiation of a general limitation of the armaments of all nations. † (Sean, 2006, 19) During the following years, pacifism became popular. Some pacifists theorized that war is the worst thing that can befall a nation and is therefore worse than suffering defeat. Opponents of pacifism disagreed, pointing out that over the centuries, Jews in large areas put up little armed resistance to attackers, yet cruel attempts to exterminate them continued. Africans had little opportunity to resist those who brought them as slaves to the Americas, and yet they were cruelly mistreated for centuries. With the outbreak of World War II, however, many pacifists concluded that countries need protection. So when the United Nations was established after World War II, the emphasis was less on disarmament and more on international cooperation to prevent aggression. The members hoped that the security thus provided would give nations confidence to disarm. Another problem became increasingly clear. Often the efforts of a nation to make itself secure made its neighbor feel insecure. This vicious circle led to an arms race. But more recently, improved relations between the major nations have strengthened the hope of disarmament. Since then, however, the Gulf War and the troubles in former Yugoslavia have dashed hopes of disarmament for many. About five years ago, Time magazine commented: â€Å"Though the cold war is over, the world has become a more, rather than less, dangerous place. † (As quoted by Moya Pons, 2001, 18) It has been noted through this study that the relationship of Dominican Republic with the huge powers of the world has been rooted from the fear of being unprotected from another whole range of war years as history posted on the pages of the said country’s history. It has been through this too that many other third world countries around the world seek the protection of larger controlling governments for the sake of feeling safely endowed within their protection although at times the said relations are rather disadvantageous on their part. Conclusion During the Spanish-American War of 1898 Britain and the United States drew still closer together. This is pointed out by the New Cambridge Modern History by G. N. Clark (2000), p. 580: â€Å"A war in which the United States was subsequently engaged with Spain cemented this feeling. The government and the people of the United States recognized the advantage which they derived from the goodwill of Great Britain in the hour of their necessity, and the two nations drew together as no other two nations had perhaps ever been drawn together before. † This close relationship has continued into the twentieth century, as we have seen, resulting in a dual world power. Showing that this world power still has a powerful position in world affairs, The Washington Post, in its issue of September 28, 1969, commented on the military presence of the United States in other countries (as quoted by Rawley, 2005, 32). It observed that this presence exists in sixty-eight foreign countries and then said: â€Å"Truly, the sun never sets on America’s bewildering military entanglements† (Clark, 2000, 87). Thus the influence of the Anglo-American world power is still felt world wide even though Great Britain no longer has the vast empire she once had. But now this influence is being challenged by the Communist nations. With this truth in mind, it should be understood why smaller and weaker countries such as the Dominican Republic actually console themselves to feel protected from the possible attack of larger countries against them in case complexities of international relations arise. References: Harvey, Sean (January 2006). The Rough Guide to The Dominican Republic. Rough Guides, 59. ISBN 1-84353-497-5. Matibag, Eugenio (2003). Haitian-Dominican Counterpoint: Nation, State, and Race on Hispaniola. Macmillan. ISBN 0312294328. Moya Pons, Frank. (2001). The Dominican Republic, A National History, 147-149. Zinn, Howard (2003). A People’s History of the United States 1492 – Present. HarperCollins, 7. ISBN 0060528427. Rawley, James A. ; Behrendt, Stephen D. (2005). The Transatlantic Slave Trade: A History. University of Nebraska Press, 49. ISBN 0803239610. G. N. Clark. (2000). New Cambridge Modern History. Cambridge University Press.

Informal learning Essay

Traditional and formal education has been for a long time been the standard and de facto method in order to deliver information. Especially considering the classroom set up, where in there is a teacher, a student, a classroom, and a designated curriculum for the discussion that is facilitated by the teacher, the method of formal education is deeply relies upon in our culture in order to deliver the information that is required for learning (Sefton-Green, 2004). This paper does not attempt to deny or ignore the efficiency of a formal education set up. However, recently, a growing number of academic studies have pointed towards informal education to be efficient and effective this will especially in the multi-faceted field of learning and education. The paper does not claim that informal education could provide a substitute and an alternative for formal education. What it does stress, however, is that informal education may be a reliable accompaniment to formal and traditional methods of teaching and that if properly used and combined with traditional means of information teaching, could yield larger results especially in the classroom set up where students have been pointed out by research to be having multiple levels and kinds of learning, education, and reception methods. Such informal education has been implemented by many academic institutions around the world. In fact, the choice of educational institution often relies not only on the ability of teachers to deliver content through traditional classroom means, but also the various facilities, activities, and informal learning methods that the school and educational institution implements e-learning framework of students. However, as has been the case by the Montessori institution problem, informal education, much like formal education, needs a specific design in order for it to be effective and efficient. One could not just throw a hodgepodge of activities and claim it to be effective informal education techniques. The identification process is just as difficult as the teaching itself. Researchers who have undergone the subject of identifying essential academic informal education processes have highlighted the efficiency of statistics — taking into consideration various variables that focus on that specific market and demographic. For example, although it has been proven that learning games had been efficient in Western schools, that method of informal education is not so effective in eastern schools because children are used to the traditional classroom set up a formal education which they have been introduced to in the past. Alternatively, eastern schools made use of such learning games only through gradual adaptation, unlike those that had been implemented in western education where it was fully integrated immediately knew the curriculum of schoolchildren. Therefore, the best method in order to identify these informal learning methods is to understand the demographics, the market, and the behavior of the students where such curriculum would be taught and adapt them to not only the learning result that may be brought about by the informal education method but also the social context which it shall be taught to. Another example of informal learning that is being integrated into discussions of undergraduate programs, especially in the fields of political science, philosophy, and the humanities, is the teaching method that requires constant interaction with students and allowing them to voice out their opinions without the permission of teachers and professors. This method has traditionally been associated to the discussion group method where in the teacher and professor is not considered the highest knowledge giving body in the classroom but rather a facilitator in the discussion where in the students would be voicing out their own opinions and learnings from the subject matter rather than being imposed upon by the strict curriculum. Especially in the humanities, and the subject matters we have identified above were in it is essential for students to have an analytical perspective and not just a memorized body of standardized knowledge, this informal learning method would not only be more effective with respect to academic learning, but also be more efficient with respect to further training and development of the students depending on the chosen field. Yet another example that we could point out in an academic institution are those that are being implemented in sports programs in secondary school. It has long been a proven fact that physical education may be able to teach concepts such as teamwork, relationship building, and trust that is very difficult to learn in a formal and traditional classroom set up. However, recently, researchers have driven such physical education classes to integrate informal learning with formal learning processes by instituting lessons of human kinetics to the sports programs themselves. Children are not just integrate the two sports and extracurricular activities without first identifying the various details and focus — as well as the science — behind such training. For example, Gym classes in secondary schools have for a long time integrated swimming activities for the student body. Recently, however, before such swimming training is integrated to the students, students are first introduced to the human kinetics and science of respiratory improvement and cardiovascular training that could be found in swimming exercises (Lucas, 1983). The promotion of such activities would be less difficult nowadays especially because recent research have pointed towards such informal education to be key aspects in student improvement. However, in institutions where such research and discussions have not reached, educators and school heads may be given solid research and peer-reviewed articles about the effectiveness and efficiency of such informal learning in their institutions and how it may be able to significantly increase the capabilities — both academic and nonacademic — standards of their students.

Micro and Macro Environment of Cadbury Dairy Milk

3/19/2013 Opening Case †¢ It was the early 1930s when a physician –turned textile trade in rural Karnataka found his business getting interrupted for want of regular supplies of cloth from the weavers. When he enquired with weavers about the reason for their irregularity, he was told that there was no working capital available to them. There were no banks in the area. The one located in the town was not interested in lending to small operators particularly in the rural area.Local money lenders used to change very high rates of interest; borrowing at those rates had ruined same in the past. The weavers therefore have developed a habit of working intermittently as and when their own money from sales come in. Introduction Marketing Module-1 Opening Case †¢ The trader therefore had to find a way to ensure uninterrupted supply of goods in his shop, without which his own business was not viable.He thought of bringing the good from Mumbai, but found that the process be very expensive and time consuming, a the area did not have any direct road /rail links with Mumbai. Besides, transporters were not all reliable. Introduction Marketing occupies an important position in the organization of business unit. Any business is likely to be successful when a strong marketing viewpoint or philosophy permeates the thinking and guides the decision and actions of everyone in the business.A business exists only to serve people, and marketing is the function that primarily determines – 1 3/19/2013 Introduction What the product or services shall be How it shall be presented, promoted and distributed How it shall be priced. What is Marketing? Classical Definitions ( Product Oriented View) â€Å" The performance of business activities that directs the flow of goods and services from producer to consumer or user† â€Å" Marketing consists of those efforts which affect transfers in the ownership of goods and services and provide for their physical distributi on†What is Marketing? Modern Definitions ( Customer Oriented View) â€Å" Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others† According to American Marketing associationâ€Å" Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas and services to create exchanges that satisfy individual and organizational goals† What is Marketing Management? Marketing Management is the art and science of choosing target market and getting, keeping and growing customers through creating, delivering and communicating superior customer value† â€Å" Marketing Management is the marketing concept in action† 2 3/19/2013 What is Marketed? Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas A Brief History of Marketing 3 Areas P roduction Economies of scale. Simple products 1945 Birth of the mass consumer market 1950 Sales Development of sales forces to distinguish products in competitive markets. Sold what companies wanted to sell.Evolving distribution channels 1960 Increasing diversity of media & technologies Marketing Rapidly increasing competition†¦the fight for customers. A Brief History of Marketing 1960s A Brief History of Marketing Massive rise in customer expectations Increasing competition Massive growth in advertising Growth in ‘direct’ marketing Much easier for customers to switch business Proliferation of channels, dictated increasingly by customers †¦a growing need for 2-way dialogue between business & The 4 Ps Product (goods, services, knowledge) Price Promotion Place The dominant marketing template for the last 40 years But†¦ notice something curious†¦.Where is the customer mentioned? customers 3 3/19/2013 Development of Marketing Approaches Evolution Of Mark eting Transactional Relationship Production Concept Product Concept Selling Concept Marketing Concept Holistic Marketing one-off investment in products market segmentation short-term profit relationship-building investment in customers customer analysis long-term profit Late 1800 Early 1900 Early 1930 Mid 1950 1990 Production Concept Consumers prefer products that are widely available and inexpensive Managers of production – oriented businesses Concentrate on achieving high production efficiency, Low costs, and mass distribution.The production era can be divided into four phases ? Subsistence phase ? Made to order phase ? Early production for market phase ? Mass production for market phase Product Concept Consumers favor products that offer the most quality, performance, or innovative features. Managers in product oriented organizations focus their energy on making superior products and improving them over time. To improve quality and innovation companies gave importance to p roduct engineering. Some times the product concept leads to marketing myopia. Marketing myopia means – focus on the product rather than customers need 4 3/19/2013Selling Concept The selling concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organizational products. Consumers will buy products only if the company aggressively promotes/sells these products. The selling concept is practiced most aggressively with unsought goods that buyers normally do not think of buying such as insurance, encyclopedias etc. Firms practice the selling concept when they have over capacity. It gives more importance to seller needs Selling Concept Starting point Factory Focus Existing products Means Selling and promotion Ends Profits through sales volumeThe selling concept Marketing Concept Focuses on needs/ wants of target markets & delivering value better than competitors. The Marketing concept holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating delivering and communicating superior customer value to its chosen target markets. The Marketing concept rests on four pillars ? Target Market ? Customer needs ? Integrated marketing ? Profitability Marketing Concept Starting point Market Focus Customer Needs Means Integrated Marketing Ends Profits through Customer satisfactionThe Marketing concept 5 3/19/2013 Selling V/S Marketing Concept Starting point Factory Selling V/S Marketing Concept Ends Profits through sales volume Focus Existing products Means Selling and promotion Focuses on the needs of seller Profit through sales volume Planning is short term oriented Marketer first makes the product and then figures out how to sell it. Importance selling to aggressive Focuses on the needs of buyer Profit through customer satisfaction Planning is long term oriented Marketer first determines the needs and wants of the customers and then delivers the product to sa tisfy those needs and wants.Importance integrated marketing (a) The selling concept Market Customer needs Integrated marketing Profits through customer satisfaction (b) The marketing concept Societal Marketing Concept ? The Societal Marketing concept holds that organization’s task is to determine the needs , wants and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in way that preserve the customers and society’s well being. ? It calls upon marketers to build social and ethical considerations into their marketing practices. There should be balance between company profits, customer satisfaction, and public interest. Societal Marketing Concept Society (Human Welfare) Societal Marketing Concept Consumers Company (Want Satisfaction) (Profits) 6 3/19/2013 Holistic Marketing Core Concepts of Marketing Core Concepts Needs, wants, and demands Marketing offers: including products, services and experiences â⠂¬ ¢ Value and satisfaction †¢ Exchange, transactions and relationships †¢ Markets †¢ †¢ †¢ Need ? State of felt deprivation ? Example: Need food †¢ Wants ? The form of needs as shaped by culture and the individual †¢ Demands ? Wants which are backed by buying powerCore concepts of Marketing Core Concepts of Marketing Core Concepts Needs, wants, and demands Marketing offers: including products, services and experiences †¢ Value and satisfaction †¢ Exchange, transactions and relationships †¢ Markets †¢ †¢ †¢ Marketing offer ? Combination of products, services, information or experiences that satisfy a need or want ? Offer may include services, activities, people, places, information or ideas Core Concepts Needs, wants, and demands Marketing offers: including products, services and experiences †¢ Value and satisfaction †¢ Exchange, transactions and relationships †¢ Markets †¢ †¢ †¢ Value Cus tomers form expectations regarding value ? Marketers must deliver value to consumers †¢ Satisfaction ? A satisfied customer will buy again and tell others about their good experience 7 3/19/2013 Core Concepts of Marketing Core Concepts of Marketing Core Concepts Needs, wants, and demands Marketing offers: including products, services and experiences †¢ Value and satisfaction †¢ Exchange, transactions and relationships †¢ Markets †¢ †¢ †¢ Exchange ? The act of obtaining a desired object from someone by offering something in return ? One exchange is not the goal, relationships with several exchanges are the goal ?Relationships are built through delivering value and satisfaction Core Concepts Needs, wants, and demands Marketing offers: including products, services and experiences †¢ Value and satisfaction †¢ Exchange, transactions and relationships †¢ Markets †¢ †¢ †¢ Market ? Set of actual and potential buyers of a produ ct ? Marketers seek buyers that are profitable Core Concepts of Marketing Core Concepts of Marketing Core Concepts Target Market Marketing place, Marketing Space and Meta Market †¢ Segmentation †¢ Marketers Prospects †¢ Relationship Marketing and Networks †¢ †¢ Distinctive category of market which includes market for company’s products and services Core Concepts Target Market Market Place, Market Space and Meta Market †¢ Segmentation †¢ Marketers Prospects †¢ Relationship Marketing and Networks †¢ †¢ †¢ Market place ? Market place is physical. As one goes shopping in a store Market Space ? Market space is digital. As one goes shopping on internet †¢ †¢ Meta Market ? Meta market is a cluster of complementary product and services that are closely related in the minds of consumers but are spread across a a diverse set of industries. 8 3/19/2013Core Concepts of Marketing Core Concepts of Marketing Core Concepts Need s, wants, and demands Market place, Market space and Meta market †¢ Segmentation †¢ Marketers Prospects †¢ Relationship Marketing and Networks †¢ †¢ †¢ Segmentation ? Grouping of consumers according to such characteristics as income, age, degree of urbanization, race, or education Core Concepts †¢ Target Market †¢ Market Place, market †¢ Marketer ?Marketer is seeking response. someone Space and Meta Market †¢ Prospect ?Prospect is someone giving response. †¢ Segmentation †¢ Marketers and Prospects †¢ Relationship marketing nd Network Core Concepts of Marketing Core Concepts of Marketing Core Concepts Target Market Market Place, market Space and Meta Market †¢ Segmentation †¢ Marketers and Prospects †¢ Relationship Marketing and Network †¢ †¢ †¢ Relationship Marketing ? Building mutually satisfying long-term relations with key partiescustomers, supplies, distributors in order to earn and re tain their business Core Concepts †¢ †¢ †¢ †¢ †¢ Marketing Network ? Marketing network consists of the company and its supporting stakeholders with whom it has built mutually profitable business relationshipMarketing Channels Supply Chain Marketing Mix Competition †¢ Sets of Inter dependent organizations involved in the process of making a product or service available for use or consumption 9 3/19/2013 Core Concepts of Marketing Core Concepts of Marketing Core Concepts †¢ †¢ †¢ †¢ †¢ Supply Chain ?Longer channel stretching from raw materials to components to final products that are carried to final buyers Core Concepts †¢ †¢ †¢ †¢ †¢ Marketing Mix ? MM is the set of marketing tools, the firm uses to pursue its marketing objectives in the target market. Product Pric e Place (Distribution) PromotionMarketing Channel Supply Chain Marketing Mix Competition Marketing Channels Supply Chain Marketing Mix Compet ition Core Concepts of Marketing Marketing Environment Core Concepts †¢ †¢ †¢ †¢ Marketing Channels Supply Chain Marketing Mix Competition †¢ Competition ?Rivalry to attract customers discretionary income †¢ It includes ?Generic Competition ? Brand Competition ? Form Competition ? Industry Competition †¢ The actors and forces that affect a firm’s ability to build and maintain successful relationships with customers. †¢ It consists of ? Internal Marketing Environment ? External Marketing Environment 10 /19/2013 Internal Marketing Environment †¢ ? ? ? ? ? ? These are controllable factors Value System Vision, mission, and Objectives Organizational structure Marketing Staff Company Reputation Financial Factors External Marketing Environment ? Microenvironment: †¢ Actors close to the company Micro Level Influences that affect a particular firm ? Macro environment †¢ Larger societal forces Macro Level Influences that affect all firms The Microenvironment Forces in the Microenvironment company’s immediate environment and that affect the company’s ability to produce goods and services and serve consumers. 1 3/19/2013 Suppliers †¢ †¢ †¢ Suppliers are those who supply the raw material and components to the company. Reliable sources of supply are necessary for smooth functioning of business. It is very risk to depend on a single supplier because a strike, lockout or any other production problem with supplies may seriously affect the company. ? Treat suppliers as partners. Customers †¢ †¢ †¢ A business exits only because of its customers. A company may have different categories of customer like individuals, households. Industries and other institutions.Depending on a single customer is risky because it may place company in poor bargaining position. †¢ Suppliers help to create and deliver customer value. Customers †¢ Customer markets must be studied. †¢ Market types ? Consumer ? Business ? Government ? Reseller ? International Competitors †¢ In general competitors are those who sell the goods and services of the same and similar products in the same market. †¢ A firms competitors include not only the other firms which are marketing same products but also those who compete for the discretionary income of the consumer. Successful companies provide better customer value than the competition ? Size and industry position help to determine the competitive strategy. 12 3/19/2013 Marketing Intermediaries †¢ Every producer has to appoint a number of intermediaries in assisting him in promoting, selling and distributing the goods and services to ultimate customers. †¢ Marketing intermediaries help the firm in overcoming the discrepancies in quality , place, assortment. ?Intermediaries take many forms. †¢ †¢ †¢ †¢ Resellers Physical distribution firms Marketing services agencies Financial intermediaries Publics A public is any group that has actual or potential interest in or impact on company’s ability to achieve its objectives. †¢ It is the duty of the company to satisfy the people at large, which is necessary for future stay and growth. †¢ In order to build goodwill and seek favorable response from the public, it is necessary for the firm to satisfy the needs of the public as well. Macro Environment †¢ These factors are external to the firm and are quite uncontrollable Demographic Environment †¢ Study of the population in terms of age, sex, size of the population, family size, and occupation is known as demography. Rapidly increasing population indicates a growing demand for many products. †¢ Increasing population also indicates that availability of surplus labour which affects the wage rates. 13 3/19/2013 Demographic Environment †¢ †¢ †¢ †¢ †¢ †¢ Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts Economic Forces †¢ Affects consumer purchasing power and spending patterns. †¢ Income Distribution †¢ Savings, Debt, and Credit †¢ factors relating to the economic conditions, systems, economic policies of a country and includes structure f economy, agriculture, industrial sectors, transportation etc Natural Environment †¢ Concern for the natural environment has grown steadily, increasing the importance of these trends: ? Shortage of raw materials ? Increased pollution ? Increased governmental Technological Environment ?The technological environment is characterized by rapid change. ?New technologies create new opportunities and markets but make old technologies obsolete. ?The U. S. leads the world in research and development spending. ? Pace of change ? Opportunities for innovation ? Varying R&D budgets ? Increased regulation of change ntervention ? Shortage of raw materials ? Increased energy costs ? Anti-pollution p ressures ? Governmental protections 14 3/19/2013 The Political Environment †¢ Includes laws, governmental agencies, and pressure groups that impact organizations and individuals. †¢ Increased legislation to protect businesses as well as consumers. †¢ Changes in governmental agency enforcement. †¢ Increased emphasis on ethical behavior and social responsibility. The Cultural Environment †¢ Is composed of institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors. The cultural factors like buying and consumption habit of the people, customs and traditions, tastes and preferences, languages etc. are the factors that affect the Marketing strategy. SWOT Analysis Marketing Challenges in the globalised Economy †¢ Grey marketing †¢ Terrorism †¢ Skills and Competence gaps in knowledge about Customer Preferences †¢ Cultural differences 15 3/19/2013 Marketing Challenges in the globalised Econom y †¢ Nationalism †¢ Stability of Governments and Economic legislations. †¢ Corruption †¢ Property rights and Piracy †¢ Price Sensitivity Closing Copy Travel solution Ltd is a cutting edge IT Company in India. Its domain expertise is in finding software solutions for the Travel Industry. Its Client list included Thomas Cook, American airlines, Swissair besides several others. However the big 3 clients accounted for over 60% of the total business. The sales turnover of the company in the last financial year was Rs. 18 crore, of which over 90% was export earnings. Closing Copy †¢ The team strength of Travel solution Ltd had been augmented last year and the total number of employees touched to 120. Of this, over 20 were senior executives, with stock options.The hardcore design and systems work was executed by a team of 48 very highly paid executives, who formed the core team. This team was normally on deputation at client sites all year around. Closing Copy †¢ In the last 3 months, over 40 executives had been taken in, primarily in marketing, administration and HR. The average age of the company employee was 27 while the average salary was Rs. 4. 5 lakhs PA †¢ On September 21st, 2001, a board meeting of Travel solution Ltd was held in Bangalore at the headquarters to discuss and plan the strategy of the company for the next half year. 16 3/19/2013 17

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