Does Globalisation Americanisation Essay Example | Topics and Well Written Essays - 1250 words

Does Globalisation Americanisation - Essay Example Another feature of globalisation is grobalisation by which â€Å"the imperialistic ambitions of nations, corporations, organisations† (Ritzer & Ryan 2004: 41) promote the imposition of themselves in various geographic areas for increased power, influence and profits. Two subprocesses of grobalisation are Americanisation and McDonaldisation. Americanisation can be defined as the further spread and establishment of American ideas, customs, social patterns, language, industry, and capital around the world. The concept of Americanisation â€Å"envisions a growth in American influence in all realms throughout the world† (Ritzer & Ryan 2004: 47). McDonaldization is the spread of the fast-food restaurant concept not only within the United States, but in increasing numbers of other societies throughout the world (Ritzer 2010). Thesis Statement: The purpose of this paper is to determine whether globalisation is synonymous with Americanisation. The Emergence and Evolution of Amer icanisation and Globalisation Americanisation is the larger conceptual framework that includes various interconnected phenomena, among which globalisation is one of the most important. The cultural impact of globalisation on Americanisation as a key 20th century transformation has great consequences. Mennell (2009) believes that globalisation and Americanisation should be examined together in long term perspective. The United States drove globalisation from 1945 to 2000; during this time globalisation was synonymous with Americanisation and Westernization, although terms such as â€Å"hybridity† and â€Å"flexible acculturation† which pertain to immigrants in the United States, prevailed only after 2001 (Nederveen Pieterse 2009). Globalisation is radically transforming all nations and the lives of billions of people all over the world. Globalisation theory characteristically accorded a great deal of significance to developments in the west, and its western bias also me ant that â€Å"the rest of the world had little choice but to become like it† (Ritzer & Ryan 2004: 41). After the Second World War, American companies with a highly efficient industrial management system expanded to locations across the globe. This globalisation of American companies had an effect on the internationalisation of German firms between 1945 to the early 1970s, and the resultant outcomes on German corporate management and competitive strategies throws light on how global corporate players evolved. The Americans tried to recapture the markets that they lost during the war, and attempted to enter new geographic markets. To withstand the American challenge, German companies resorted to new management strategies such as the adoption of American know-how, leading to a process of catching up and globalised corporate growth in German companies (Hilger 2008). Conversi (2010) argues that the consequences of cultural Americanisation is one of the least studied areas of the phenomenon of globalisation, although it is the most critical feature. The global expansion of Americanisation can be denoted accurately through distinctive stages of expansion, followed by periods of comparative and momentary recession; this in turn is followed by increased expansion. Hence, Americanisation is the broader conceptual framework that consists of various interconnected phenomena, out of which the most important is globalisation. This has established

City Planners Analysis Essay Example for Free

City Planners Analysis Essay The City-Planners is an indictment on the superficiality of progress, and the attribution of incorrigible rationality to the same. The poem views modern life as empty, artificial, and its inhabitants as robotic and lacking in spirit. The land in the city has a great contrast with the rural land. The influx of people moving from rural to urban areas keeps on increasing to this day. Living in such an environment with only concrete, steel and buildings, man consequently becomes more mechanical, stressed and partially dehumanized. The absence of vast land in cities deprives the harmony that a huge area of empty land provides. This absence of land in cities is severely criticized by Margaret Atwood in this poem where the houses in pedantic rows shows lack of warmth. The theme of this poem is perfection, uniformity, man’s attempts to control nature, and its lust of power (the city planners). As the poet moves about in a residential area, she is offended by the sanities of the area. The word sanities may possess a double meaning here. Firstly, it may allude to the unnatural sanitariness of the place. Secondly, it may denote the saneness of minds, or soundness that render them sophisticated, uniform and therefore boring. The dry August sunlight alludes to the province from which the speaker hails: Canada. The houses in rows appear too pedantic to be real. The trees have the appearance of being planted to render the scene picture-perfect. The levelness of surface further provokes the poetess as it appears to be a rebuke to the dent in their car door. There is no shouting there, no shatter of glass. No instinctive action takes place here: everything is after-thought and preplanned. There are no shouts here, no loud wants as people are economically well-off and complacent. The only noise is the rational whine of a power mower. It is that rationality that makes this noise a voice. In the era of applied technology, this sound is more pleasing to the ears than emotional echoes. The power mower cut a straight swath in the discouraged grass; and thus established the victory of Science over Nature. Throughout the second stanza there has been absolutely no mention of any human movement, making it seem as if the sub-division is empty. This could metaphorically indicate that the people living here live empty, monotonous lives that are without meaning. The driveways neatly revealing even roads, appear like mathematical units. Even a domestic entity like a coiled pipe appears as poisonous as a snake, as it is out of place. The windows portray a fixed-stare as though everything is static, and nothing is kinetic. The natural scenery appears to be at the back of this residential area. Mans mistakes seem to offer more than his creations in this stanza. The poetess seems to plead and demand at the same time when she opines give momentary access. The speaker hopes that the future cracks in the plaster will enable one to view the breathtaking natural view behind. She also admits that, â€Å"the houses in pedantic rows, the planted sanitary trees, offend us with their transitory lines, rigid as wooden borders†. Mans mistakes seem to offer more than his creations in this stanza. The poet is trying to give power back to nature here, and stating that nature will eventually, definitely rise once again and break down these suburbs. Margaret Atwood claims that there will come an inevitable stage when nature will ultimately conquer. Houses will capsize into clay seas. Is the poetess foreboding a natural disaster, most probably a Tsunami? It would only take a minute to put to years of city-planning to naught. They will appear like glaciers then. The speaker utilizes the metaphor of ice to connote transience. Nobody notices how fleeting all this is. Blizzards and snows are used as an extended metaphor for the blindness and confusion of a city that is completely bland and uniform, in which the people do not even realise how routine and structured their lives and the suburbia in general are in reality. These City Planners-calculating and manipulative in their approach to reach their ends are no less than political conspirators. In such a situation, they will be subjected to unsurveyed territories they had not even envisaged. They will be hidden from each other, where competitiveness will take a back-seat. The poem eventually envisages the city planners’ consequences of being greedy, and ends by saying that, the creations of these city planners will inevitably be destroyed by nature. To counteract the disturbing effect upon the human mind, land must be used in an effective manner. Land is essential to instil serenity in peoples lives. To sustain the availability of land in cities, housing must be carefully planned so as to minimize the use of land. Green architects are required to maintain this balance between building and nature. The driveways neatly side-step hysteria by revealing even roads that appear like mathematical units. Hysteria is conveniently side-stepped as nothing can defy logic. The roofs also display the same slant to the hot sky. The act of displaying a slant also means the projection of an angle. This angle of avoidance is everywhere whether it to the hot sun, the smell of spilled oil, or a faint sick smell lingering in the garage. Even a splash of paint on a brick is as amazing as a bruise. A domestic entity like a coiled pipe appears as poisonous as a snake, as it is out of place. The windows portray a fixed-stare as though everything is static, and nothing is kinetic.

Wuthering Heights and Northanger Abbey as Gothic Novels Essay -- Emily

While on the vigorous journey through a novel, a reader can be faced with many questions, put forth intentionally by the author, as well as ones they might conjure up for themselves. Roland Barthes says â€Å"Literature is the question minus the answer.† For the most part this is true, however when one is reading for leisure or the author does not portray as well as they could this statement is invalid. Two novels that have been broken down recently are Emily Bronte’s Wuthering Heights and Jane Austen’s Northanger Abbey. Neither book has a common central question, but they both have their pros and cons. Wuthering Heights is a book containing an intricate plot, and a labyrinth of relationships and emotions. The characterization in this book is extravagant, this is done primarily to draw attention to Bronte’s central question, â€Å"how good is humanity?† Most of Bronte’s focus goes into her characters, her most distinct character is Heathcliff, followed by the older Catherine then to Nelly. As we look back at the text, there were many moments of pain when Heathcliff is described. As a child he was abandoned by his biological family, then Earnshaw died and left him, then the rest of the family treated him poorly and he grew up a villain dragging Catherine with him. He is depicted as manipulative, cruel and heartless, and the classic outsider in Gothic novels. Most can agree that he was put through vast hardships and unfair circumstances and undoubtedly, his personality was altered negatively by this. Could he have changed to a good person? Did he want to? Maybe, but the death of his saviour and the hindrances of his new family all prevented him from becoming anything better. Yet we are all faced with hard circumstances and bitter hat... ...son for writing the novel. Even though the book was written over one hundred and fifty years ago, she still had a grasp on the ways of humanity. Austen on the other hand was not quite there. She did try to make the reader see beyond the plot and characters, and most of the readers pick up on the satire, but it seemed as if there was no more to the book aside from this and critic of the Gothic. Bronte wants us to look at our lives and see what wrongs we are doing and change them, but she still leaves the unanswered questions: ‘How?’ and ‘Why are humans like this?’ Austen may have intended to have more to her novel than just critic, but it was not obvious enough to be usable. All-in-all, both novels gave the reader a sense of being there with the characters, and both used precision in their narration to keep the readers in suspension or rolling on the floor laughing.

Ralph and Jack in “The Lord of the Flies” Essay

Question 1 There are a number of differences and a few similarities between Jack and Ralph. First of all the main similarity is the fact that both boys are roughly the same age. Then furthermore, there is the fact that both pf them are boys. In addition their share the quality of leadership, or in other words both of them have the abilities to be a leader. Then on the other hand there are the numerous differences they in clued; different style of leadership, different believes, maturity, and the symbol that they represent. Jack and Ralph have a very different style of leading. Ralph has a democratic leadership and Jack is more of a dictator figure. Then furthermore, there is the difference of believes, Jack believes that the main objective on the island is to hunt and Ralph believes that it is to be saved. Then there is the maturity, Ralph is more mature that Jack. And the last difference in the symbols that these characters represent, Jack represents the bad side of human nature and Ralph represents the good side or democracy. Question 2 Piggy represents intelligence and thinking. This idea is proven through out the whole book, until his death. Fist of all there is the fact that because of Piggy the boys were able to create the fire. The secondary, idea is the fact that Piggy acts very mature through out the book. He is even more mature than Ralph. Piggy comes up with ideas that not a single other boy had though of. For example there is the fact that Piggy though of the sundial. Furthermore there is the idea that Piggy constantly reminds Ralph of their objective to the island, and which is to be saved.

Christmas party Essay

The dorm that I am supposed to live in was a terrible sight. At least that was my initial reaction during my â€Å"college move in day†. Countless staircases, smelly and scary corridors, a room that is so small and a chatty roommate gave me such a negative first impression of where I am to be stuck in throughout college life. An impression that fortunately is not going to last†¦ Countless Staircases and Odd-Smelling Corridors The seemingly countless staircases and endless climbing to the third floor of the dormitory made it excruciatingly difficult for my feet to move on. The corridors that lead to my room are quite dark and wood-smelling making it more creepy and intolerable to walk through. Miniature Room The room is exceedingly small that there is almost no space in between those two sets of twin bunk beds and one king size foldout bed that may be turned out into a sofa during daytime. In spite of its size though, it holds a private bath with shower. It also has a cable television, coffeemaker, DVD player, microwave oven, as well as, refrigerator. Conversational Roommate The dorm room is made lively by an exceedingly talkative roommate. We are four in the room: one is a senior, another is a sophomore and two of us are freshmen. Our roommate who is already in the senior year greeted me by bombarding me with countless questions including: â€Å"What course are you enrolled in? Are you going to take up BS Biology as well? Do you know the scientific name of spider? What is your favorite animal? Do you have the courage to hold large frogs, remove the skin of a cat, and dissect a horse? † When I responded â€Å"yes† to the first two questions and â€Å"no† to the third and last question, she was quick to comment and suggest that I should be prepared with college life and that even it is only the first day the following day, our professors are sure to already give us excruciating quizzes. Dwellers’ Relationship Our room in the dormitory though it looks and smells very old is still exceptionally lively because of the dwellers’ relationship with each other. Sometimes, we do not bother to go to the mess hall and eat or to the mini library and study room to browse through our lessons. We just stay in our room no matter how cramped or inadequate the space is. We bond together in our room when â€Å"working out, eating, and even studying† (Xplore.. n. p. ). Sleeping Difficulties Since the dorm room is designed to hold all beds close to each other and no dividers were made available, I had troubles resting or sleeping because two of my roommates have been engaged in non-stop snoring especially at night. Enjoyable Dorm Room There are other pleasant things or descriptions that go along with our dorm room in spite of all the aforementioned complaints and negative adjectives mentioned though. First of all is when there are social events, for instance, â€Å"open house†, â€Å"Christmas party†, â€Å"valentine’s day celebration† etc. During these days/events, the dorm room, especially ours is full of life. During â€Å"open house† days, the room is full of decoration, sandwiches, donuts, as well as, fruits are set on the table, the coffeemaker is continuously switched on; while during â€Å"Christmas party†, even the corridors are spray painted with green and red, the walls of the room are newly painted with Christmas designs as well, then gold-colored balls and multi-colored lights are placed after also, miniature trees are placed in a corner along with small socks and gifts beside and around it; during â€Å"valentine’s day† however, red hearts of all sizes may be seen, either they are glued on to the walls or hanging from all over the ceiling. The decorated dorm room at the time of social events uphold the emotions of an individual that even if loved ones are not living with you in that room, you are bound to feel that you are at home and they will be there for you no matter what (Xplore.. n. d. ). Second, we have our own lockers outsized enough for our backpacks. The hassle of packing before leaving and unpacking after arrival is avoided because we can just place our things there when we get to the dorm and we can just pick it up the next time we leave for school again. Third, folded study tables are provided to us to make studying more interesting and motivating. These study tables have several drawers wherein we can place our school supplies including our books, notebooks, pens, pencils, etc. there are other small compartments as well for any school-related material that needs to be placed where it can be taken speedily and conveniently. Fourth, the dorm room is also provided with an â€Å"exterior patio† where you can enjoy your cup of coffee in the morning while watching the ever bright rising sun. It is also the perfect area for making abstract paintings during a lazy afternoon. In addition to that, it is wonderful to just sit there and observe the slowly setting of the sun and even the moon and stars in the middle of the night. A place that is just right for students who wanted to relax, reminisce, or just stare into blank space while passing the time. Finally, the dorm room is full of life because of the things that are in it. These include shining gold and silver medals, as well as, elevated & soaring trophies. All these are bagged by our higher level roommates during the previous semesters. The gold and silver medals were typically acquired from academic contests like science, math, and history quiz bees; while the trophies were obtained from soccer championships. The room seemed to be very much alive because it has gotten hold of such awards. The room is radiating with brilliance, sport-mindedness, determination, intelligence, competence, and excellence as it exhibits the recognitions, prizes, and rewards of the people that it houses. Reference Xplor Communications. On- Versus Off- Campus: Part 1. 2004. n. a. 22 January 2008 http://getouttoday. com/collegelife/living/apartment/aptvdorm. htm

The Federalist Papers by Hamilton, Madison, and Jay Essay Example

The Federalist Papers by Hamilton, Madison, and Jay Essay Example The Federalist Papers by Hamilton, Madison, and Jay Essay The Federalist Papers by Hamilton, Madison, and Jay Essay Essay Topic: Hamilton Between October 1787 and August 1788, James Madison, Alexander Hamilton, and John Jay wrote and submitted eighty-five seemingly persuasive essays to various New York newspapers.Their essential goal was to convince the people of New York to support the new Constitution that was drafted in Philadelphia in 1787.If they could not sway the people of New York the new country would have been split in half therefore welcoming tension between the two sides as well as foreign invaders. Their success resulted in the uniting of a single power under which we still stand today. The authors were all but subtle in the introduction of the essays.They put the fate of the new Constitution in the hands of one of the bigger, more populous states as well as one of the three most important states.They sought federalism, the mixture of unitary and confederate governments, thus granting the states local power, but also a strong centralized power.They believed that between individual freedom and social order and between a tyrannical government and a government too weak to be effective was a middle ground in which the new Constitution would settle.(Gilbert-Rolfe, 1). The Federalist Papers are probably the most important documentation of the road traveled to the ratification of the new Constitution. This is in fact where we originated as a country. They play such an important role in American history, without them there may well have not been a United States. In America: Past and Present, Divine, one author, points out some of the more important papers written.In paper no. 10, Madisonsfirst contribution, he states the problem with the influence of factions or political groups, which is especially relevant to political problems faced today. (Gilbert-Rolfe, 10).He believes the new Constitution will solve this problem and that is another reason to vote for it.Today in America we have the same prob

Fathers of Confederation essays

Fathers of Confederation essays The concept of "Fathers of Confederation" generally gives us the idea of the people who were responsible for making Canada what it is today. Your right too, But there is more too it then that. The "Fathers of Confederation" were politicians that represented the British-North American colonies at one or more of the two conferances that led the way to the Charlottetown Conferance which decided on weither the maritimes was going to join the rest of the nation or was going to say a British Colony or mabey just go off on it's own. There were three factors that contributed to this discussion and they were. A) A political deadlock with the parliment of Canada. B) The threat of American expansion. C) Economic development and the railroad construction. There were 36 "politicians" that had that were attending these conferance's but three of them were one's that really had an impact on what Canada is today, hence "Fathers of Confederation". The first person is the guy that everyone has seen but dosn't know it, John A. Macdonald. He's the guy on the 5 dollar bill. Macdonald was a very powerful force that back up confederation. He originally was a lawyer in the 1930's and thats all he did was law. Macdonald was elected to the legislative assembly of Canada at the age of 28. He was on both sides of the Goverment and the Oppisition until the election of 1854. In this time he created the Liberal Conservitive party. In 1856 he became joint premire of Canada west. The political dead was at starting to begin with Macdonald so he started lay the tracks for confederation. Macdonald was a strong, centralized leader who made alot of good things happen. George Brown is the next person the influance Canada. Brown was a strong and influential publisher, bussinessman, and parlimentarian in Upper Canada. In 1844 Brown had founded what was to be the most powerful newpaper in British America. For a lonf time he support ...

ACT vs SAT 11 Key Differences to Help You Pick the Right Test

ACT vs SAT Key Differences to Help You Pick the Right Test SAT / ACT Prep Online Guides and Tips You’ve probably heard of the ACT and SAT, but how different are these two tests really?In this extensive ACT vs SAT analysis, we look at the top differences between the ACT and SAT and explain what these differences mean for you. And to conclude, we give you tips on how to decide whether you should take the ACT or SAT. ACT vs SAT: How Different Are They? At a glance, the two tests aren't that different.Both the ACT and SAT are nationally recognized standardized tests and common admission requirements for US schools. Catering primarily to high school juniors and seniors, each test measures students’ proficiency in various critical skill areas- such as problem solving and reading comprehension- that are necessary for college success. Because all US colleges and universities accept scores from either the ACT or SAT, there's no advantage in taking one test over the other. This means you can apply to the same schools, regardless of which test you decide to take. But what about the actual content of the two tests? Though not identical, the ACT and SAT are more closely related than ever before as a result ofthe SAT’s massive redesign in 2016. Now, both exams have the following features: Contain similar sections (Reading, Math, etc.) in a predetermined order, with each section appearing just once Offer an optional essay section whose score does not count toward your total score Use rights-only scoring, meaning you will not be penalized for incorrect answers Contain entirely passage-based Reading and English/Writing questions (called English on the ACT and Writing and Language, or Writing, on the SAT) Despite all these similarities, there are still many ways in which the ACT and SAT differ from each other. For one, the SAT is overall slightly longer than the ACT. What's more, the number of questions and time limits are different for corresponding sections. Here is a brief overview of the basic structural and logistical differences between the ACT and SAT: ACT SAT Total Time 2 hrs 55 mins without Writing3 hrs 35 mins with Writing 3 hrs without Essay3 hrs 50 mins with Essay Order of Sections 1. English2. Math3. Reading4. Science5. Writing (optional) 1. Reading2. Writing and Language3. Math No Calculator4. Math Calculator5. Essay (optional) Time Per Section English: 45 minsMath: 60 minsReading: 35 minsScience: 35 minsWriting (optional): 40 mins Reading: 65 minsWriting and Language: 35 minsMath No Calculator: 25 minsMath Calculator: 55 minsEssay (optional): 50 mins # of Questions English: 75 questionsMath: 60 questionsReading: 40 questionsScience: 40 questionsWriting (optional): 1 essay Reading: 52 questionsWriting and Language: 44 questionsMath No Calculator: 20 questionsMath Calculator: 38 questionsEssay (optional): 1 essay Scoring Total score range: 1-36 Each section uses a scale of 1-36. Your total score is the average of your four section scores. The optional Writing section uses a scale of 2-12and does not count toward your final score. Total score range: 400-1600 The Evidence-Based Reading and Writing (EBRW) and Math sections each use a scale of 200-800 and are combined for a total score. The optional Essay uses three separate scales of 1-8 and does not count toward your final score. Cost $50.50 without Writing$67.00 with Writing $47.50 without Essay$64.50 with Essay Who Accepts Scores? Accepted by all colleges and universities in the US Accepted by all colleges and universities in the US So are these the only ways in which the ACT and SAT differ? Not at all! In fact, the two tests differ quite significantly in key ways. Read on to see what these differences are and what they ultimately mean for you. SAT vs ACT: Key Differences Now, let's begin our ACT vs SAT comparison. Although both tests share several similarities, here are themost important differences for you to consider before deciding whether to take the SAT or ACT. #1: Time Per Question Loathe time crunches? Then you might prefer the SAT over the ACT. This is becausethe SAT gives you more time per question than the ACT does. This chart illustrates the differences in time per question (if you were to spend the same amount of time on each question in a given section): ACT SAT Reading 53 sec/question 75 sec/question ACT English/SAT Writing 36 sec/question 48 sec/question Math 60 sec/question No Calculator: 75 sec/questionCalculator: 87 sec/question Science 53 sec/question N/A As you can see, the SAT offers more time per question on all sections of the exam. You’ll have some of the biggest increases in time per question on the SAT Math and Reading sections, with the Math Calculator subsection allotting you nearly 30 seconds more per question than the ACT Math section! So if you’re worried about time management, particularly on math questions, the SAT offers much more workable and far less stress-inducing time constraints than the ACT does. #2: Science Section Another major difference has to do with science. While the ACT contains a section entirely devoted to science, the SAT does not. Looking above at our chart of differences, we can see that the ACT Science section contains 40 questions and lasts 35 minutes. Like the other three ACT sections, Science constitutes one-fourth of your total ACT score. So if you’re a science whiz who loves the idea of having an entire section focused onscientific data, graphs, and hypotheses, the ACT might be a better fit for you. That being said, the SAT does test scientific concepts- just not through a separate Science section.On the SAT, you’ll occasionally come across questions dealing with scientific passages, data, and charts on the Reading, Writing, and Math sections. Here’s an example of a science-based SAT Reading passage you could see on test day: As you probably know, there's no Science score on the SATas there is on the ACT, but there is anAnalysis in Science cross-test score, which isone of the many subscoresgiven on the SAT. That said, most schools won't pay much (if any) attention to your SAT subscores, whereas they willtake into consideration yourACT Science score. #3: No Calculator Math Subsection Unlike the ACT for which you may use a calculator on all Math questions, the SAT contains a Math No Calculator subsection for which you may not use a calculator.Consisting of 20 questions, the No Calculator subsection is a mere 25 minutes long, making it the shortest section on the SAT. (By contrast, the Math Calculator subsection is 55 minutes long and consists of 38 questions.) As a result, if you struggle with solving math quickly or without a calculator, you'd probably fare better on ACT Math than you would on SAT Math. On the other hand, if you’re confident in your math skills and can work fast without a calculator, the SAT is a solid option. Know this, though: on both the ACT and SAT, you can technically solve all math questions without a calculator.So, really, the No Calculator questions aren't all that different from Calculator questions. That said, the No Calculator questions are meant to be easier to solve without a calculator and are thusgenerally more reasoning-based than arithmetic-heavy. #4: Types and Balance of Math Concepts In regard to math content, the ACT and SAT both have a big emphasis on algebra. But the ACT also tests a couple of concepts that the SAT doesn’t focus on as much. To start, the ACT has a much larger focus on geometry, which makes up about 35-45% of ACT Math. By contrast, geometry accounts for less than 10% of SAT Math questions.In addition, trigonometry accounts for about 7% of the ACTbut less than 5% of the SAT, sothere's a slightly larger emphasis of trig on the ACT than there is on the SAT. The ACT also tests a few concepts that the SAT doesn’t test at all. These include things such as matrices, graphs of trig functions, and logarithms. So what does all this mean for you? If you’re good at algebra and data analysis, you’ll likely do well on the SAT. But if you’re a fan of trig functions and geometry and are comfortable with matrices and logs, the ACT is a better choice. #5: Math Formulas Reference Guide Here's another math-related difference: the SAT provides you with a diagram of math formulas, whereas the ACT does not. Before the two SAT Math subsections, you'll be givena diagram containing 12 geometry formulas and three laws: Although all these formulas and laws pertain to geometry- which, as you now know, doesn’t make up a huge part of the SAT- having this diagram handy means you won’t need to spend a ton of time memorizing formulas beforehand (though you should take care to memorize some important formulas not included in the diagram). Unlike the SAT, the ACT doesn’t give you any formulas on test day, meaning you absolutely mustmemorize all potential formulas before taking the test. In short, ifyou’re concerned you might forget certain formulas, the SAT offers a little more of a crutch than the ACT does. #6: Importance of Math in Final Score How big of a role will Math play in your final score? The answer to this question depends on whether you're taking the ACT or SAT. On the ACT, Math accounts for one-fourth of your total score (your Math section score is averaged with your other three section scores). On the SAT, however, Math accounts for half of your total score, making it twice as important on the SAT! So if math isn’t your strong suit, consider opting for the ACT. With the ACT, a lower Math score won’t negatively affect your total score as much as it will on the SAT. To illustrate this more clearly, let's look at an example. If I were to score in similar percentiles on the ACT and SAT- with significantly lower Math section scores- you might think that my total percentiles on both exams would be about the same. But as you can see below, this isn't the case. ACTpercentiles: English: 32 (94th percentile) Math: 16 (29th percentile) Reading: 32 (94th percentile) Science: 30 (94th percentile) Composite: 28 (89th percentile) SATpercentiles: EBRW: 700 (94th percentile) Math: 460 (28th percentile) Composite: 60 (68th percentile) As this example indicates, even if I were to score in similar percentiles on every section of the ACT and SAT (with lower Math section scores on each test), my composite score percentiles would differ dramatically. In this case,my final ACT percentileis 21% higher than my SAT percentile. In other words, if math isn't one of your strengths, you’ll have a better shot at hitting the total percentile you want on the ACT than you will on the SAT. #7: Number of Answer Choices on Math The two tests also differ in the number of answer choices they give you on Math. Both the SAT and ACT Math sections are predominantly multiple choice. But while ACT Math gives you five possible answer choices (A-E or F-K) for each question, SAT Math only gives you four (A-D). As a reminder, both tests use rights-only scoring, meaning you’ll never lose a point for an incorrect answer. So if you were to guess on an SAT Math question, you’d have a 25% chance of getting the question right. But if you were to guess on an ACT Math question, you’d have only a 20% chance of getting it right. Therefore, if you think you might need to guess on Math, know that the SAT offers a very slight advantage over the ACT, with a 5% higher probability of getting a question correct. #8: Grid-In Math Questions If you love multiple choice, especially when it comes to math questions, you might want to stick with the ACT. The SAT, though mostly multiple choice,hasstudent-produced response questions, or grid-ins, which are math questions for which you must fill in your own answer. In other words, you’ll have no answer choices from which to choose on these questions! Grid-ins account for 22% of SAT Math, or 13 total questions across the No Calculator (five grid-ins) and Calculator (eight grid-ins) subsections. By contrast, ACT Math only has multiple-choice questions.If you’re not a fan of math questions that don't offer you any answer choices, the ACT is the superior choice. #9: Evidence-Support Reading Questions Are you good at pinpointing areas in texts to support your answers to questions? If so, the SAT might be a better fit for you. Evidence-support questions are a big part of SAT Reading but are entirely absent on ACT Reading. These questions build off of the questions that come before them and ask you to cite specific lines or paragraphs as evidence for your answer to a previous question. Here’s an example of an evidence-support question (with the question to which it's referring): Our guidediscusses in more detail the different types of evidence questions you’ll encounter on SAT Reading. Evidence questions can be somewhat tricky, especially if you’re not sure where you found your answer in the passage. If you’re not into the idea of interconnected questions, try the ACT instead (whose Reading questions are always separate from one another). #10: Chronological Reading Questions On SAT Reading, all questions given to you follow a chronological order- that is, in the order of the passage to which they refer. But on ACT Reading, questions can flow randomly and do not routinely follow the order of the content in the passages. Here’s an example of two SAT questions, which you can see progress in the order of the passage (as indicated by the line numbers in both questions): And now here is an example of two ACT questions, which do not progress in the order of the passage (as indicated by the line number and mention of "last paragraph"): As a result, SAT Reading questions are generally easier to follow and thus easier to answer than ACT Reading questions.Chronologically ordered questions can also save you time on the SAT, as you won’t need to search the entire passage for the area to which a question is referring. #: Essay Content The last major difference between the two tests deals with essay content. On both the ACT and SAT, the essay component is optional; however, what you must write about differs depending on whether you're taking the SAT or ACT. On the SAT, you'll be given a passage, which you must read and then analyze. Your essay will dissect the author's argument using evidence and reasoning. In other words, you will not be giving your own opinion. Here's an example of an SAT Essay prompt: On the ACT Writing section, however, your task is different. For this essay, you'll read a short passage about an issue and then analyze the different perspectives on this issue. But unlike the SAT Essay, you'll also give your own opinion on the issue here. Here's an example of an ACT Writing prompt: Which essay type is easier for you depends on what you're better at and more comfortable with writing. With the SAT, you'll need to have good reading comprehension skills in order to fully realize the strengths and weaknesses of the author's argument. On the other hand, with theACT, you need to be able to effectivelycompare and contrast different perspectives on an issue as well as give ample evidence to support your opinion. ACT vs SAT: Which Test Is Right for You? At last, it's time to ask yourself: which test is right for you- the ACT or SAT? Here are three ways to help you make your decision. Method 1: Take Official Practice Tests Instead of just guessing whether you'll be better at the ACT or SAT, the best way to decide is to actually take each test and then compare your scores.To do this, you'll need to find an official practice test for both the ACT and SAT.Official practice tests are the closest you can get to the real deal. Here at PrepScholar, we've got all official SAT practice tests and ACT practice tests compiled for your convenience. Here's what you'll do: choose one official practice test for each exam and then decide on the days you'll take them. As a reminder, each test takes approximately four hours,so make sure you set aside enough time to complete each test without interruption. Do not take the tests on the same day or even two days in a row.In addition, make sure that you're taking the tests in a quiet place and are timing yourself accordingly (as you would be timed on the actual exams). Once you've completed both practice tests, calculate your ACT and SAT scores using your practice tests' respective scoring guides and then compare your scores. The easiest way to compare your scores is to convert your total ACT test score to a total SAT test score using our handy conversion system. Alternatively, you can compare percentiles for yourACT and SATscores to see on which test your percentile was higher. In the end, whichever test you scored higher on is the one you should ultimately prep for and use for college admissions. If your ACT and SAT scores are nearly or exactly the same, you’ll probably perform equally well on either test. So it’s up to you, then, to decidewhether you’d like to try taking both tests, or whether you’d prefer to take just one. For more information, read our guide on who should consider taking both the ACT and SAT. Method 2: Take an SAT vs ACT Quiz Another way you can determine which test is right for you is to take a short quiz.In the chart below, check whether you agree or disagree with each statement. Statement Agree Disagree I struggle with geometry and trigonometry. I am good at solving math problems without a calculator. Science is not my forte. It’s easier for me to analyze something than to explain my opinion. I normally do well on math tests. I can't recall math formulas easily. I like coming up with my own answers for math questions. Tight time constraints stress me out. I can easily find evidence to back up my answers. Chronologically arranged questions are easier to follow. Now, count up your check marks in each column to find out what your score means. Mostly Agrees - The SAT is your match! If you agreed with most or all of the above statements, the SAT is what you've been looking for. With the SAT, you'll have more time for each question and won't need to deal with a pesky science section or a ton of geometry questions. Mostly Disagrees - The ACT's the one for you! If you disagreed with most or all of the statements, you'll most likely prefer the ACT over the SAT. On the ACT, you'll never have to come up with your own answers to math problems, and you get to let your opinion shine in your writing. Equal Agrees and Disagrees - Either test will work! If you checked "Agree" and "Disagree" an equal number of times, either the ACT or SAT will suit you. Unless you decide to take both, I suggest taking official ACT and SAT practice tests (as described in #1 above) to see which test's format you're ultimately more comfortable with. Method 3: Consider Your State's Testing Requirements Lastly, don’t forget to find out whether your state has any specific testing requirements. Some states require all students to take the ACT or SAT. In these cases, it’s usually best to stick with whatever test is required for your state so that you don’t need to study for the other test, too. There are states that require the ACT: Alabama Hawaii Kentucky Mississippi Montana Nebraska Nevada North Carolina Utah Wisconsin Wyoming And there are 10 states/regions that require the SAT: Colorado Connecticut Delaware District of Columbia Illinois Maine Michigan New Hampshire Rhode Island West Virginia What’s Next? Want more comparisons of the ACT and SAT?Check out our handy SAT vs ACT comparison charts, and get info onwhether the ACT is actually easier than the SAT. Not sure what scores to aim for? Read our step-by-step guides to learn how to set a goal score for the SATorACT. If you're a high achiever, why not go straight for a perfect 1600 on the SATor a full 36 on the ACT? Want to improve your SAT score by 160 points or your ACT score by 4 points? Check out our best-in-class online SAT and ACT prep classes. We guarantee your money back if you don't improve your SAT score by 160+ points or your ACT score by 4+ points. Our classes are entirely online, and they're taught by experts. If you liked this article, you'll love our classes. Along with expert-led classes, you'll get personalized homework with thousands of practice problems organized by individual skills so you learn most effectively. We'll also give you a step-by-step, custom program to follow so you'll never be confused about what to study next. Try it risk-free today:

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

Critiquing Research Paper - Essay Example Any research published in the International Journal of Nursing Studies is highly regarded and trustworthy. Ingham-Broomfield (n.d: 104) argues that a title must not authenticate or even annul the investigation. Coughlan, Cronin, and Ryan (2007: 659) additionally points out that the title should be short in order not to misinform the readers. Based on these requirements, the title is succinct and clearly enlightens the reader on the issue under investigation. Subsequently, it also outlines the nature of the research i.e. it is a qualitative study hence giving a suggesting or expressing what the investigation is about (Ingham-Broomfield, n.d: 104). According to Coughlan, Cronin, and Ryan (2007: 659), an abstract ought to present a brief outline or synopsis of the research. In fact, Coughlan, Cronin, and Ryan (2007: 659-660) notes that an abstract ought to present "information regarding the purpose of the study, method, sample size and selection, the main findings and conclusions and recommendations". The article meets this purpose as it starts with an abstract outlining the sample size, data collection techniques used, technique of data analysis used, results of the research, and its implication. It is also worth noting that an abstract must clearly illustrate or elucidate the significance of the research (Coughlan, Cronin, and Ryan, 2007: 660). By denoting that the lack of methodical investigations and explorations relating to foot ulceration in patients with rheumatoid arthritis and asserting that "the impact of the problem from the patient perspective is poorly understood", the authors outline the significance and relevance of the research. The aim of the research was indicated in the abstract and reiterated in the introduction. The aim is stated as "To explore the added impact of foot ulceration on health-related quality of life in

Dissertation Topic Proposal Essay Example | Topics and Well Written Essays - 1750 words

Dissertation Topic Proposal - Essay Example t to research because it defines not only the need for working with leaders but it also gives an opportunity to organizations to understand the coaching relationship. According to Ennis, Goodman, Hodgetts, et.a. (2005), coaching is a process and central to this process is the ability of the coach to help a leader develop to their full potential in an organization. Many organizations find that exemplary leadership must be retained in their reengineering or restructuring efforts and often the way to retain them is through fostering executive coaching. Executives bring about change, and this researcher will look at change management and how it can be implemented within a health care organization using executive coaching. Coaching executives are needed by large and small organizations to evaluate the behaviors of their employees, their attitudes at work, their level of enthusiasm and motivation and the factors that influence them to have a positive outlook towards their job According to Giglio, L & Diamante, T & Urban, J.M (1998) organizations are willing to provide a coach for senior level managers when it is perceived that the executive is in trouble, is going to be in trouble, or when the executive has isolated himself/herself from the senior level team. The time for executive coaching seems to be best done before the individual is in trouble because change usually generates from the decision making level of an organization. The change agent can be defined as a manager who is there to reconfigure an organization’s roles, responsibilities, structures and the output Saka,A(2002). Executive coaching is important to the restructuring or re-engineering of a healthcare organization in order for its leaders to move forward. In moving forward, a leader becomes a change agent who helps motivate employees, help them accept change on an ongoing basis and helps to empower the employees. The purpose of this research is the identification of the role of executive coaching

Art Essay Example | Topics and Well Written Essays - 500 words - 26

Art - Essay Example The man is shown standing naked, covered by only a piece of cloth that is wrapped around his private part, with the end of the cloth anchored to his left arm. He holds a staff on his left hand and a vvfukupolk on right hand. The image reflects the Roman culture shown through the man’s way of dressing. The man is portrayed standing on a branch where an eagle sits, looking toward him. Most of the lines used are curved to trace the natural lines and curves of the images. For instance, the rod and the branch are made up of straight lines that follow the thickness of the subjects in proportion to the other figures. With the material used, the lines are long and continuous, giving details to the shapes of the subjects. However, the artist also used short lines to define the shoulder, chest, rib and abdominal parts of the man. Short, curved lines are used on the feather parts of the bird as well as the cloth wrapped around the man. The clothing and the bird are created in a manner th at they show seemingly real three-dimensional features that make the images look like they have rough textures. However, since the material used to create the images is sardonyx, the images are actually smooth. The artwork has a dark background that creates no sense of depth for the picture. Aside from the dark hue, the artist also used the natural color of sardonyx and bronze-like color for some parts of the bird’s feather and the cloth which is emphasized by the color of the frame that is made from gold, enamel and pearls. Another artwork in the exhibit is the â€Å"Bust of Silenius† which is a three-dimensional sculpture showing the head and chest parts of a man whose one breast is uncovered. The artwork is made from bronze and it definitely shows some historical information during the time of its creation just like the artwork discussed above. Contrary to the portrayal of the emperor, Silenius looks like an aged and stout

Noteworthy Features of United Arab Emirates Research Paper - 1

Noteworthy Features of United Arab Emirates - Research Paper Example It is a vibrant civil society. The study also explores that folklore; education and sports play a vital role in society. UAE Architecture is an example of the combination of traditional and modern design. UAE society has built a new culture that is an example for different countries of the world. This new culture shows how a nonhomogeneous society builds a prosperous and rich country. The United Arab Emirates (UAE) is a diverse and multicultural society. It is home to different ethnic groups from different parts of the world. This article is about the important features of UAE society and culture. The article first gives a brief description of the concept of society and culture. Then it discusses the features of UAE society and culture thru this concept. The fundamental element of a society is a human being, an individual. A large number of individuals who live in a geographical area and share (â€Å"The cultural concept†) certain laws, customs, beliefs, norms, languages build a society. The individuals of a society may come from one ethnic group or diverse ethnic groups. If society consists of a diverse ethnic group of people, then the members of the society share different customs, beliefs, norms, and languages. The UAE society consists of diverse ethnic groups. How to define the culture of a society? There is no formal interpretation of culture. There ar e many understandings of the concept of culture. Some understanding of culture (â€Å"Culture and People†) relates to objects like music, art, food, and literature of a group of people. Edward B. Taylor (â€Å"What is culture†), an English Anthropologist, described culture as the behavior of the members of the society. Thru knowledge, belief, art, law, morals, custom, and habits members of the society express their behavior. According to Merriam Webster dictionary (â€Å"Culture†) culture is a set of customary beliefs, and material traits of a racial, religious, or social group.  

Prejudice at the Work Place Essay Example | Topics and Well Written Essays - 750 words

Prejudice at the Work Place - Essay Example Prejudice mainly comes because of comments that discriminate against sex, race, color, ethnicity, religion, sexual orientation or gender. Prejudice at the work place is exhibited in a number of ways. An employee may be uncomfortable with a fellow employee, or the employee may be skeptical about the ability of his colleague. The provision or sharing of resources also shows how the work place can be discriminative.One way of reducing prejudice at the workplace is to speak out against ills meted out against a fellow workmate; this is the surest way to ensure there is smooth running of the work place. Silence is often taken as consent to the discriminative acts of employees against their colleagues; therefore, it is important that all employees take it upon themselves to put a stop to acts or conversations that might be construed as prejudicial to others.Intensive reading helps in reducing prejudice in the work place that may be hurtful to persons or destructive in the productivity of hu man resource. Therefore, it is important that all employees take it upon themselves to find information that will promote easy understanding of the different demographic aspects of everyone. This is made easier because authors write books from different backgrounds, thus enabling the reader to appreciate the culture and norms of everyone. Another way of reducing prejudice at the work place is to seek and consider opinions or viewpoints that may differ from what you hold

Noteworthy Features of United Arab Emirates Research Paper - 1

Noteworthy Features of United Arab Emirates - Research Paper Example It is a vibrant civil society. The study also explores that folklore; education and sports play a vital role in society. UAE Architecture is an example of the combination of traditional and modern design. UAE society has built a new culture that is an example for different countries of the world. This new culture shows how a nonhomogeneous society builds a prosperous and rich country. The United Arab Emirates (UAE) is a diverse and multicultural society. It is home to different ethnic groups from different parts of the world. This article is about the important features of UAE society and culture. The article first gives a brief description of the concept of society and culture. Then it discusses the features of UAE society and culture thru this concept. The fundamental element of a society is a human being, an individual. A large number of individuals who live in a geographical area and share (â€Å"The cultural concept†) certain laws, customs, beliefs, norms, languages build a society. The individuals of a society may come from one ethnic group or diverse ethnic groups. If society consists of a diverse ethnic group of people, then the members of the society share different customs, beliefs, norms, and languages. The UAE society consists of diverse ethnic groups. How to define the culture of a society? There is no formal interpretation of culture. There ar e many understandings of the concept of culture. Some understanding of culture (â€Å"Culture and People†) relates to objects like music, art, food, and literature of a group of people. Edward B. Taylor (â€Å"What is culture†), an English Anthropologist, described culture as the behavior of the members of the society. Thru knowledge, belief, art, law, morals, custom, and habits members of the society express their behavior. According to Merriam Webster dictionary (â€Å"Culture†) culture is a set of customary beliefs, and material traits of a racial, religious, or social group.  

Cross cultural communication Essay Example | Topics and Well Written Essays - 1000 words

Cross cultural communication - Essay Example Cultural differences define the communication, attitude, behavior, decision making process and the leadership style. The impact of these cultural differences on the organization can be understood from the illustration that when a Japanese firm sends its executive to United States as head of operations that executive have to understand the cultural differences of the two countries. Japanese organizational culture can be termed as collectivism where group has priority over individual whereas US is characterized by Individualism. The individual comes before the group. Due to this difference attitude, behavior, motivation, reward and leadership style is altogether different in the two countries. The Japanese not only has to realize the importance of individual reward and individual contributions but also must recognize the potential conflict in individual and group roles in US. Toyota executives had to face these difficulties in acclimatizing to US culture (Griffin). Despite accelerated globalization organizations only managed to transcend boundaries but they were unable to operate beyond nationality. What we observe today is a wide range of cultural differences in work related values, attitudes and behavior. This requires an effective cross culture communication so that these cultural differences and workforce diversity can be utilized to maximize organizational benefits. Hofstede has identified five dimensions of cultural differences which influence organizations. They are namely individualism/collectivism, power distance, uncertainty avoidance, career success/quality of life and Confucian dynamism. Successful organizations explore these differences and take advantage of these differences (Nancy J Adler). Same is done by Toyota. There is huge difference in the organizational culture of the company in Japan and in America but they have managed it very successfully. At the macro level operations of the organization remains the same it is only at the micro level whe re the differences exists and they are exploited to the full advantage of the company. Cross cultural communication differences arise because communication style or preferences are deep rooted in our culture which we learn with experiences throughout our life. Our culture is so much inside us that we expect the whole world to look at it in the same way. Learning a foreign knowledge is not enough for cross cultural communication. Intercultural communication can be improved by developing an understanding of the following three factors. External and internal culture, high context and low context culture and the last is monochromic and polychromic time. Understanding of external culture can be very easily developed through history, politics etc. It is the internal culture which defines our attitudes, behavior and values that creates misunderstandings in most of the cross cultural encounters. This vast difference in the internal culture of the two societies i.e. Japan and USA is a source of many misunderstandings in the organization. Japan has a culture of respect and politeness and they expect the same in return whereas internal culture of USA is more direct, straightforward and frank. High context and low context cultures also define our communication styl

Bushido the soul of Japan Essay Example for Free

Bushido the soul of Japan Essay The book Bushido the soul of Japan presented the various aspects of the Japanese society when there was the emergence of close interaction between the western and eastern civilizations. In this essay, an attempt is made to discuss the major themes and significance of this book. Analysis Inazo Nitobe, the author of the book, Bushido the soul of Japan, intended to provide information regarding the basis of Japanese doctrines of knighthood to the western scholars. Perhaps his interaction with the western scholars must have inspired him to write a book, which discussed regarding the main features of the Japanese feudal society. This is not a huge book. The book, however, has ambitious motives in the sense that through this small book attempt is made by the author Nitobe to reveal the complete essence of Japanese culture to the western audience. However, it simplifies the basic features of Japanese culture to make it more comprehendible to the western audience. To achieve this objective, several examples are given from the eastern and western literature. Consequently, this book has attracted the attention of several western scholars who wished to learn about the cultural aspects of the Japanese society. This book attempts to explain the basic features of the Japanese culture for the western audience by the use of English language. This book has been translated into different languages such as German, Polish, Marathi, and Chinese. This fact indicates the popularity of this work among both western and eastern readers. In the following pages, we try to give the details regarding the information that we gather from this book. The author obtained the information regarding the martial code from the elders when he was young. During those days, the author avers that there still existed few features of feudalism. The book Bushido argues that among the variety of doctrines of the Japanese culture, the most important are the samurai ways of life. The book deals with an attempt to trace the traditional Japanese martial code, which is not preserved in a written mode; but it spread from one generation to the other through the oral means. This book tries to reveal the past and present status of this martial code, which has been safeguarded by the Japanese martial arts experts for several years. This book is very essential to comprehend the real soul of Japan. The book traces the origin of this martial code to the Buddhist and Confucian thinkers and practitioners of this martial code. The followers of Zen Buddhism and Shintoism who have discussed regarding this code in their writings also developed it. This book comprises different chapters which provide information regarding the principles and the various aspects such as the ethical system, sources of Bushido, justice, courage, benevolence, politeness, truthfulness, honor, duty of loyalty, training of samurai, self control, institutions of suicide and redress, the soul of samurai, influence of bushido, and the future of bushido. (Nitobe, 1908) The Japanese warrior was expected to follow certain ethical principles, which were the part of this martial code. This system has been compared with the western chivalry system. These ethical principles had great impact on the behaviour and activities of the Japanese warrior or Samurai. He possessed both his sword as well as the ethical principles, which can be considered, as his soul. In this respect, we can say that the title of the book is very apt because the book intends to reveal this soul of the Japanese warrior. The Japanese were given information regarding the various moral principles at an early age. One such principle is that they should demonstrate their obedience to the elders. These moral principles were advocated to improve the character of the people, which allowed the people to make distinction between the right and the wrong. Bushido existed during the feudal age in Japan where there existed differences between the elite warrior class and the ordinary people. Bushido provided few guidelines regarding the actions of the individuals and their attitudes towards others in the society. This moral code of Bushido gives great importance to the obligation or the duty of individuals towards other members in the society. Each individual was expected to perform his duties towards elders, superiors, and other members of the society. The young people were given instructions regarding the need to imbibe the spirit of courage and they were informed that the death caused due to courageous and right actions leads to obtaining honour in the society. An important principle of Bushido is that the people were expected to follow the principle of benevolence, which means that they were supposed to help other individuals. In fact, this principle was the basis of the feudal Japanese society. This work gave importance to the quality of politeness and sincerity among individuals. Through these qualities, it is possible to obtain the love and friendship of other individuals. This will lead to harmonious relationship between the various members of the society. Bushido gave extreme importance to honor. It was the duty of every warrior or samurai to protect his honor and reputation. The book criticized the act of lying, which was considered as a sign of weakness. It was not considered as an honorable act. The book also gives information regarding the life and activities of the samurais, who possessed the feudal characteristics. The main aim of the samurais was to serve their masters and to show obedience towards their lord. The training of the samurais consisted of various principles such as wisdom, benevolence, and courage. They were given training in different arts of warfare such as archery, horse riding, wrestling, sword warfare, etc. At very early age, the samurais were subjected to training in fighting. Importance was given to developing their character rather than intelligence. Bushido encouraged the development of the personality of the warriors. They were not supposed exhibit any weaknesses or other emotions which would harm their own character and those of their lord. Hence, the samurais were expected even to commit suicide in order to safeguard their and lord’s honor and reputation. Particularly when a samurai committed errors, they were expected to kill themselves. In fact, the work refers to the ceremonies where there was the suicide of the samurais. This act surprised many western observers. This was one system, which differentiated Bushido code from other martial codes. The Bushido code mentions that the most important companion of the warrior was the sword which can be considered as his soul and he was expected to carry the sword wherever he went as it’s use led to the happiness and misery of the warriors. Ceremonies were performed which gave the right to samurai to possess the sword. The sword was one symbol of samurai, which differentiated him from other individuals in the society. Both rights and duties were performed and enjoyed by the warrior class who lived in the feudal Japanese society. The book also gave specific information regarding the role of women in the feudal society. As the male members in the family sacrificed their lives for their overlords, the female members also sacrificed themselves for the male members like husband and sons. This represented the characteristics of a stereotype feudal society. Duty of loyalty towards the male members was the quality that was expected from the female members of the Japanese family. In the end, the author discussed regarding the relevance of the martial code for the modern Japanese society. The author agrees that the Japanese society has voluntarily accepted the forces of modernization and westernization. Yet, at the same time, one can see that the Japanese believe that Bushido or the martial code is the basic spirit that can be found in their heart. The Japanese in the modern context possessed great passion for this martial code, in the same way, as it was the guiding force during the pre-modern times. Thus, the author argues that Bushido has maintained the basic features of the Japanese culture through this martial code. (1908) Conclusion The book gives information concerning the perception of the author regarding the ethical principles of the martial code called Bushido. This book provided information regarding the features of the feudal society of Japan in the pre-modern times. However, the author suggests that these principles are relevant even in the modern context. The author argued that the Japanese military achievements in the modern period against its enemies like China were due to the martial codes such as Bushido. This meant that there is a need to encourage the modern generation to imbibe the principles, which would lead to the development of their personality and the personality of the Japanese society. Reference Nitobe, Inazo(1908). Bushido the Soul of Japan, 13th edition.

FMCG Market Analysis

FMCG Market Analysis EXECUTIVE SUMMARY The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry. Rapid urbanization, increased literacy and rising per capita income, have all caused rapid growth and change in demand patterns, leading to an explosion of new opportunities. Around 45 per cent of the population in India is below 20 years of age and the young population is set to rise further. Aspiration levels in this age group have been fuelled by greater media exposure, unleashing a latent  demand with more money and a new mindset. The importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, in order to enhance the effectiveness of these activities, manufacturers should understand consumer and retailer interpretations of their promotional activities so that appropriate differentiation can be used. Retailers stated that role of word of mouth and television advertising was very important in providing information inputs to the consumers regarding sales promotion activities. This perception of retailers was supported by the consumer unaided recall of sales promotion schemes which were widely advertised. The research concludes with the discussion of the results, managerial implications limitation of the study and future research directions. CHAPTER 1 INTRODUCTION I. ABOUT THE DISSERTATION INTRODUCTION Advertisements convey brand differentiation and this may be important in several categories, which consist of several brands. In FMCG products like tea, coffee and detergents, â€Å"differentiation awareness† can be created by television advertising, but in certain categories there may be a need to demonstrate the effectiveness of brands. Differentiation with which consumers cannot â€Å"connect† may have a negative implication and if a brand â€Å"connects† consumers with its differentiation, it is likely to also differentiate itself in terms of getting identified with the consumer. A detergent or a washing machine, which claims â€Å"low water consumption† has to demonstrate this claim at a retail outlet especially given the fact that the quality of water varies across areas even in a specific geographical region. It is also essential that a good â€Å"differentiation proposition† result in a positive word-of-mouth. In a certain situation, the company may have two offerings in a product-line and there is a need to differentiate them clearly depending on the target segments involved. This is a complex situation where differentiation decides the growth of the brand and the perceived difference between the offerings. An added layer to the complexity is the same brand name being used for the offerings. Fairness cream is a category in which the benefit is the fairness of the complexion. A brand like Fair and Lovely built over the years still has a strong association with the category but under tremendous pressure from competitive brands and the most important criteria which these brands is the herbal touch associated with them. Herbal ingredients are becoming popular with consumers in several categories and personal care in India has a strong tradition of herbal care. Fair and Lovely had to launch its herbal variant (it used the same brand probably because of the brand equity built up over the years) . The interesting fact is the differentiation being conveyed by advertising. The original version uses an aspiration route in which the brands ultimate benefit is success through confidence. Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert  consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories. CHAPTER 2 I. LITERATURE REVIEW Impact of Effective Advertisement on Consumer Attitude Dr. F.R. Alexander Pravin Durai By going through this article I have come across some points which you should look upon. If you want to read the article it is present in the appendix. Following are some points:- Advertising is the only direct method which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. In the present era of information explosion and media influence, these advertisements playa major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and · also the consumption pattern of the society in general. Thus, the impact leads to cultural and social changes to a great extent. Why is there a need of advertising? Advertising is a way of communicating information to the consumer which enables him or her to compare and choose from the products and services available. Advertising is the most economical means by which a manufacturer or an Institutional body can communicate to an audience whether to sell a product or promote a cause of social welfare. Essentials of Effective Advertisement-the writer thinks that there are 4 important things for an advertisement to be effective. They are importance of claim, believable, uniqueness and repetition. The advertiser must constantly assess the situation to choose the right environment and ideal time for an advertisement to be launched. Some of the situations are as follows:- When there is a favorable primary demand of particular product. When there is a distinctive product differentiation from other competitive brands. When mass market is penetrated. In order to ensure that the advertisements reach the target consumers in a most effective way and gets right response from them, it has to be ensuring that such advertisements are presented in the right way. The following steps on the part of the consumer may ensure that the advertisements are on the right track. Getting attracted towards the advertisements. Listening and observing the contents of the advertisements in full. Continuous watching of the same over a period. Comparing the advertisements of similar products. Making a trial purchase as follow up activity. Assessing the level of utility of the product individually. Ascertaining the level of utility derived with other similar consumers. In the article Dr. Alexander Told about a model which exemplifies the attitude or response of a consumer to an advertisement. Techniques of advertising for Fast Moving Consumer Goods Dr. Archi Mathur- Assistant lecturer, Department of Management Studies, National Law University, Jodhpur Dr. HK Bedi- Professor, Dean, Department of Management Studies, National Law University, Jodhpur This article shows how an advertiser can use different techniques of advertisements to show FMCG products. The techniques are as follows: Value added ads- In addition to providing information about the product; Value-added advertising transforms a product into something more appealing to consumers than the physical object produced in the factory. Therefore, it is a missing link between brand attributes and the customer perception, between product features and need fulfillment, .between benefits and values. Comparative ads- the advertiser compares the 2 brands of the same product category. The ad can be copied as the Pepsi and sprite example in the case. They have used the same story but both have them had a different approach. Informative ads- these ads are used to provide information to the consumer about different products and services. Health and Hygiene ads- these ads show that the product is taking care of the consumers health. It is emphasizing of the physical attribute of the product. What does the product do? How does it help you? The ad tells you all. These are some of the techniques. Lifestyle ads- Another way to. nave an impact on the consumers mind is portraying the life-style of a successful person. Humorous ads- Humor in the advertisement is normally kept in order to create a light, jovial and likely kind of an atmosphere Demographic ads- these ads are meant for different segments based on age, sex etc. Farex Cereal Food for infants is an advertisement targeted directly towards the infants, as it comprises a healthy food for them. It is also targeted indirectly towards the mother. Packaging ads- Advertisement is trying to lure the customers to buy their products on the basis of the way they are brought in front of the consumers eyes ie. Packaging. Dabur has brought in different flavors in the market of fruit juice. E.g. Mango, Pineapple, Orange, Mixed Fruit Jete. All these are in different packages, i.e. 50 ml, 1000 ml, etc. They claim that unlike other juices, which have preservatives in them, these products are without preservatives. Hence, the punch line is Real Fruit Juice. Price ads- Marketers also lure the customers by showing in an advertisement that a product is available at a lesser price without any compromise on the standard. Cadbury India advertised the 5-Star chocolate by offering 30% more chocolate in its 5-Star bar for the same price. Celebrity ads- Celebrities are mainly used in the advertisement either to lure the rural people in buying a particular product or in forcing the young generation to buy the products. This is also called endorsement advertising.,{t is also used in portraying that a particular product is best inqtJality because a person who is also very well known in his/her field endorses it. The impact of these stars in advertisements enables the company to increase its sale. CHAPTER 3 I. RESEARCH METHODOLOGY II. RESEARCH OBJECTIVE The main objectives of the study are: 1. To assess current consumer sales promotion schemes in the market 2. To assess how consumers differentiate the products based on advertisements 3. To get an insight into retailers views regarding the schemes being offered in toilet soap category, and consumer perceptions 4. To study consumer perceptions regarding various schemes in this category and responses toward them. 5. To study the various methods of differentiation. 6. To analyze the methodology adopted by companies to target end consumers. 7. To address basic business questions like: Do companies have the right product/service to offer? How companies reach their customers? How the buying power can be created? To prepare new business strategies RESEARCH METHODOLOGY Methodology: Technique used for the survey is questionnaires, focus group discussions and interviews. In order to address the above questions an exploratory study was conducted. The idea was to probe and get deeper insight into sales promotion scenario in toilet soap market and to tap perceptions of retailers and consumers. In order to address above mentioned objectives (i) study of secondary sources was carried out, 10(ii) in-depth interview of six retailers was undertaken and 11(iii) structured questionnaire was designed to seek consumer responses. Convenience sampling was used for both retailers as well as consumer studies. Six retailers ranging from small kirana store to supermarket were approached. All the retailers were located in the Noida. The respondents for consumer study were postgraduate students in the age group of 19-24 belonging to middle and upper middle and upper class. The total respondents were 30 in number. They were residing in hostel or as PG hence sole decision-makers for t his category. Also this age-group being more experimental and likely to be more deal prone, so their perceptions, preferences would give some insights to companies planning sales promotions targeted at them. Scope and Limitations: The geographical scope of the study was restricted to the NOIDA city due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 30 consumers (student group) and 6 retailers. Focus being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive. CHAPTER 3 I. FMCG AN INTRODUCTION II. INDIAN CONTEXT III. MARKET OPPORTUNITIES IV. EVOLUTION AND CHARECTERSTICS FMCG -FAST MOVING CONSUMER GOODS BRIEF DECRIPTION OF INDIA FMCG MARKET MARKET OPPORTUNITIES IN FMCG: According to Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories EVOLUTION:  § 1950s-80s Low Investment in the sector Low purchasing power Govts emphasis on small scale sector HLL and other companys urbane focus  § Post liberalization Entry of MNCs Focus shifted to getting to rural consumer first Others, like Nestle, remained with the urban population Latest fad to hit the market is the ‘sachet bug.  § Mushrooming of regional brands Nirma enters and changes the focus to ‘Value for Money in the 70s Post liberalization, Jyothi Laboratories, ‘Ghari Detergent and ‘Anchor toothpaste giving the nation-wide brands a run for their money. CHARECTERSTICS: FORECAST 2010:  § Rural and semi-urban  § 128 million population thrice the urban  § Market size growth from 48k to 100k Crores (Growth of 50% at 10%CAGR)  § Increase penetration from the current less than 1%  § Problems in the rural sector * Low per capita disposable incomes * Large number of daily wage earners * Acute dependence on vagaries of monsoon * Seasonal consumption * Poor infrastructure roads and power supply  § Urban  § Market 16.5k to 35k Crores (Growth of 100% at 20%CAGR)  § Intense competition severe pressure on margins Focus on newer products, such as fruit juices Source: Assocham Report ‘Future Prospects of FMCG CHAPTER 5 I. UNDERSTANDING DIFFRENTIATION II. TYPES OF DIFFRENTIATION III. THE INDIAN CONTEXT I. II. UNDERSTANDING DIFFERENTIATION: Differentiation is the process of adding a set of meaningful and valued differences that distinguish a companys offering from those of its competitors. Differentiation is strongest when it satisfies all of the following criteria: 1. Important: the difference delivers a highly valued benefit to a sufficient number of buyers 2. Distinctive: the difference can be delivered in a clear way 3. Superior: the difference is a better way of obtaining a benefit 4. Pre-emptive: the difference cannot be easily copied 5. Affordable: the buyer can afford to pay for the difference 6. Profitable: the company will earn a return by maintaining the difference BRAND loyalty in fast moving consumer goods categories is a topical issue, with several brands resorting to price cuts across categories. More importantly, price cuts or sales promotion by themselves do not seem to have done much for brands in terms of sustaining brand loyalty. They may attract consumers in the short run: consumers may stock the brands and consumers new to the brand may try it. But over a period of time, a brands value may get diluted in consumers psyche, and will eventually lose a strong base of consumers. The following are some aspects of marketing mix elements and consumer behavior which could contribute to brand loyalty. Product differentiation If the products are differentiated in their characteristics and this difference is perceivable, there are chances of brand loyalty being formed based on satisfaction with greater performance or fit of product with needs. In this case, loyalty is driven by functional or symbolic benefits. Functional benefits would be specific tangible features of the product whereas symbolic benefits would be intangibles such as brand personality and `hedonistic value of purchase. Price differentiation If the price differentiation in the market is perceivable, price-led loyalty might exist in the market. Price-led loyalty is practised by supermarkets, airline companies and FMCG brands, which come out with frequent sales promotions based on freebies. Alternatively, price might be taken as an indicator of brand quality, and the customer might go in for higher priced options. Price-led loyalty has to be carefully considered with other marketing mix elements and the consumer should never perceive dilution, especially in low-priced bands. Hence, lower prices should create a sense of value through the product offerings as well as through communication. Branding activity If the category is organized and there is branding activity, there will be greater loyalty than there would have been if the category were unorganized. Branding activities can differentiate between brands on name, symbol, images and associations. Branding activity in this context refers to creating strong associations which will influence the consumers not only with regard to functional attributes but also with symbolism. Hamam soaps portrayal of its pure ingredients with the child and mother imagery is a good example of one of these dimensions. Branding activities in a broad sense could range from advertising to sales promotion and public relations involving several aspects. III. The Indian context The following were the observations from the literature survey and the examples chosen from the Indian context. The factors indicate that there will be a large segment of consumers for whom price-led loyalty will dominate. Hence there will be strong behavioural loyalty in the segment and only weak attitudinal loyalty. There is thus spurious loyalty in this sector. There is a moderate level of symbolic and functional differentiation which has been exploited by strong brands to build a loyal following. Examples of this include brands such as Dove, Ponds Dreamflower talcum powder, Gold Flake, Wills Navy Cut, Amul and Cadbury. These brands have probably built strong attitudinal loyalty through their brand personality and other brand building efforts. In the FMCG sector, brand habit is high whereas attitudinal loyalty is low. As creating attitudinal loyalty based on functional differentiation is difficult, symbolic differentiation is the key. Building strong brand personalities and associated symbolic benefits is important for crafting customer loyalty. The factors discussed cannot be treated in isolation: they are to provide a synergy to result in brand loyalty. The combination of these factors and the timing of the combination is the topical challenge which marketers face in an environment where loyalty is slowly eroding. Local challengers Some of the most successful FMCG brands in 2002 came, not from the stables of a Hindustan Lever and a Colgate, but from obscure regional players such as Kaleesuwari Refineries, Parakh Foods, Anchor Switchboards and Kanpur Detergents. Over the past couple of years, brands such as Gold Winner and Gemini in refined oils, Anchor White in toothpastes and Ghari in detergents have managed to sustain double digit growth rates, even as the market leaders have struggled to hold on to single digit growth rates for their brands. Yes, the comparison is unfair, as the local brands had a minuscule base to start with. But these brands have demonstrated it is not impossible for a new challenger to break into the traditional bastion of one or two large FMCG players. Traditionally, large FMCG categories in India have been dominated by just one or two players, who rule the roost by dint of their sheer financial muscle and distribution reach. But, of late, successful regional brands have been finding chinks in their armour. And how! Aggressive pricing In the edible oils market, as national players were forced to hike their selling prices in response to rising commodity prices, both Gemini and Gold Winner have used aggressive pricing to woo consumers away from the national brands. Packed tea too, has seen similar trends. The limited differentiation in grocery and the flexibility offered by a restricted area of operations have stood these companies in good stead. Anchor White, among the few debutants in the toothpaste market to garner a significant share, first wooed the retail trade with high distribution margins, and then used rock-bottom prices to lure consumers into trying the product. Though none of these companies can match the market leaders in adspend, they have used focused regional and local advertising to draw consumers attention to their brands. The mushrooming of local and regional media has undoubtedly helped the local players milk the most from their ad budgets. Banking on `power brands While the local brands have been adding to their brand portfolios, the market leaders have largely stayed off new product launches. In keeping with its power brand strategy, Hindustan Levers marketing strategies in 2002 revolved around rejigging and relaunching established brands such as Lifebuoy, Rin, Surf and Vim. The company phased out brands such as Sunlight in detergents, and Jai in toilet soaps, so as to focus better on its 30 power brands. The strategy appears to have worked, as brands such as Lifebuoy and Rin have moved into a higher growth trajectory after the relaunch. In fact, HLLs power brand strategy has found a few followers in the FMCG market, with companies such as Godrej Consumer also announcing plans to focus on a clutch of key brands. Streamlining and spend While the power brand strategy has helped the leading players put their marketing prowess behind their most important brands, it has not really helped them save on ad spend. For most FMCG companies, advertising and promotion spends in 2002 grew faster than their sales. In high penetration categories such as soaps, detergents and toothpastes, marketing efforts of the players revolved around persuading existing consumers to use more of the product or to upgrade to a higher-priced brand. The slew of 100 gm free for every 150 gm offers in toothpastes and the series of promos on the 2 kg packs of premium detergents were both intended to induce existing consumers of a product to pep up their usage of the brand. Companies operating in relatively low-penetration categories such as chocolates, shampoos and skin creams tailored their marketing strategies to bringing in new users, through scaled-down versions of their brands in affordable pack sizes. The low-priced Chocostik, a liquid chocolate in a small-sized pack, launched by Nestle India, has helped pep up the companys topline and is now a large contributor to the companys revenues. Nestle India is now trying out a similar small-sized Rs 5 pack for Maggi noodles. Shampoos have been among the few FMCG categories to register a positive growth rate in 2002, and growth in this category has been driven mainly by sachet packs and by scaled-down 50 ml bottles priced at less than Rs 10. Overall, the FMCG slowdown of the past three years has served a useful purpose. At one level, it has made sure that the dominant players in the market no longer enjoy unlimited pricing power, as they have in the past. There now appears to be a greater effort on the part of the players to hold selling prices and look at their own operations to save on cost. At another level, the emergence of the regional challengers has made sure that consumers of FMCG products have a few more choices in their purchases of essentials. Is selling soap the same as selling a TV? It isnt. The difference is how the particular product is sold and more importantly, how is it distributed. India is a unique market, where the manufacturers who deliver products at the doorstep, which is the ideal way to deliver anything, spoil our consumers. We have an extremely evolved distribution mechanism for most products. Different products are sent to the consumer differently. Depending on the number, the price of the product and the complexity of the selling process, they may vary from direct selling to selling through a channel that may have as many as four levels between the manufacturer and the consumer. A look at a few of them will show what it means to be a sales person of that product. Most FMCG (fast moving consumer goods) products are not hard-sold to the end consumers. Sales are built up largely by pull a technique using advertising and consumer promotion. The sell-in happens to the trade i.e. to various members of the distribution channel the CarryingForwarding/Super-stockist, the distributor, the wholesaler and most importantly the retailer, who is the interface with the end-consumer. This chain forms the most important link in getting the product economically to the consumers doorstep. A large MNC in the FMCG industry may be covering as many as 1 million outlets across the country with the help of thousands of distributors. Even a mid-sized company covers at the least 1 lakh outlets. Factoring in the vagaries of operating in more than 25 different states, each with its own sales tax complexities, different consumer needs, differences in the distribution structure, not forgetting differing octroi structures within a state, distribution is extremely complex in India. If the sell-in does not happen to this channel for whatever reason or is sub- optimal, a product is likely to fail. CHAPTER 3 I. UNDERSTANDING ADVERTISEMENT II. UNDERSTANDING SALES- PROMOTION III. CREATING DIFFRENTIATION THROUGH ADVERTISEMENT IV. PROBLEMS FACED BY MARKETERS I. UNDERSTANDING ADVERTISEMENTS Whether it is a serial in a regional satellite channel or a One Day International cricket match, there is a non-stop stream of advertisements, which clutter the commercial break. Well-established brands attempt to sustain brand recall while new ones try appealing to prospective consumers to get into their `consideration set. There are ads for children, housewives and youth. With advertising expenditure in the order of Rs. 8000 Crores per annum in the recent times and the proliferation of brands across categories, there is a strong need to consider the effectiveness of these advertisements. The idea is not to cease advertising but to consider how considering decisions would have to be considered with non-advertising alternatives. These non-advertising alternatives may also enable a brand to create and sustain consistent associations, which may be desirable in terms of long-term implications. A contemporary approach that creates a synergy between various aspects of a promotional mix (a dvertising included) provides a refreshing approach towards marketing communications. There may be several objectives of advertising and a promotional mix could be used in an innovative manner to address each of these objectives depending on the product category and target segment. Creating-brand-awareness When a new brand enters a category or creates a â€Å"new to the market† offering, it needs to create brand awareness. This would depend on whether the product is a consumable or a durable. The involvement level in a speci FMCG Market Analysis FMCG Market Analysis EXECUTIVE SUMMARY The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry. Rapid urbanization, increased literacy and rising per capita income, have all caused rapid growth and change in demand patterns, leading to an explosion of new opportunities. Around 45 per cent of the population in India is below 20 years of age and the young population is set to rise further. Aspiration levels in this age group have been fuelled by greater media exposure, unleashing a latent  demand with more money and a new mindset. The importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, in order to enhance the effectiveness of these activities, manufacturers should understand consumer and retailer interpretations of their promotional activities so that appropriate differentiation can be used. Retailers stated that role of word of mouth and television advertising was very important in providing information inputs to the consumers regarding sales promotion activities. This perception of retailers was supported by the consumer unaided recall of sales promotion schemes which were widely advertised. The research concludes with the discussion of the results, managerial implications limitation of the study and future research directions. CHAPTER 1 INTRODUCTION I. ABOUT THE DISSERTATION INTRODUCTION Advertisements convey brand differentiation and this may be important in several categories, which consist of several brands. In FMCG products like tea, coffee and detergents, â€Å"differentiation awareness† can be created by television advertising, but in certain categories there may be a need to demonstrate the effectiveness of brands. Differentiation with which consumers cannot â€Å"connect† may have a negative implication and if a brand â€Å"connects† consumers with its differentiation, it is likely to also differentiate itself in terms of getting identified with the consumer. A detergent or a washing machine, which claims â€Å"low water consumption† has to demonstrate this claim at a retail outlet especially given the fact that the quality of water varies across areas even in a specific geographical region. It is also essential that a good â€Å"differentiation proposition† result in a positive word-of-mouth. In a certain situation, the company may have two offerings in a product-line and there is a need to differentiate them clearly depending on the target segments involved. This is a complex situation where differentiation decides the growth of the brand and the perceived difference between the offerings. An added layer to the complexity is the same brand name being used for the offerings. Fairness cream is a category in which the benefit is the fairness of the complexion. A brand like Fair and Lovely built over the years still has a strong association with the category but under tremendous pressure from competitive brands and the most important criteria which these brands is the herbal touch associated with them. Herbal ingredients are becoming popular with consumers in several categories and personal care in India has a strong tradition of herbal care. Fair and Lovely had to launch its herbal variant (it used the same brand probably because of the brand equity built up over the years) . The interesting fact is the differentiation being conveyed by advertising. The original version uses an aspiration route in which the brands ultimate benefit is success through confidence. Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert  consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories. CHAPTER 2 I. LITERATURE REVIEW Impact of Effective Advertisement on Consumer Attitude Dr. F.R. Alexander Pravin Durai By going through this article I have come across some points which you should look upon. If you want to read the article it is present in the appendix. Following are some points:- Advertising is the only direct method which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. In the present era of information explosion and media influence, these advertisements playa major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and · also the consumption pattern of the society in general. Thus, the impact leads to cultural and social changes to a great extent. Why is there a need of advertising? Advertising is a way of communicating information to the consumer which enables him or her to compare and choose from the products and services available. Advertising is the most economical means by which a manufacturer or an Institutional body can communicate to an audience whether to sell a product or promote a cause of social welfare. Essentials of Effective Advertisement-the writer thinks that there are 4 important things for an advertisement to be effective. They are importance of claim, believable, uniqueness and repetition. The advertiser must constantly assess the situation to choose the right environment and ideal time for an advertisement to be launched. Some of the situations are as follows:- When there is a favorable primary demand of particular product. When there is a distinctive product differentiation from other competitive brands. When mass market is penetrated. In order to ensure that the advertisements reach the target consumers in a most effective way and gets right response from them, it has to be ensuring that such advertisements are presented in the right way. The following steps on the part of the consumer may ensure that the advertisements are on the right track. Getting attracted towards the advertisements. Listening and observing the contents of the advertisements in full. Continuous watching of the same over a period. Comparing the advertisements of similar products. Making a trial purchase as follow up activity. Assessing the level of utility of the product individually. Ascertaining the level of utility derived with other similar consumers. In the article Dr. Alexander Told about a model which exemplifies the attitude or response of a consumer to an advertisement. Techniques of advertising for Fast Moving Consumer Goods Dr. Archi Mathur- Assistant lecturer, Department of Management Studies, National Law University, Jodhpur Dr. HK Bedi- Professor, Dean, Department of Management Studies, National Law University, Jodhpur This article shows how an advertiser can use different techniques of advertisements to show FMCG products. The techniques are as follows: Value added ads- In addition to providing information about the product; Value-added advertising transforms a product into something more appealing to consumers than the physical object produced in the factory. Therefore, it is a missing link between brand attributes and the customer perception, between product features and need fulfillment, .between benefits and values. Comparative ads- the advertiser compares the 2 brands of the same product category. The ad can be copied as the Pepsi and sprite example in the case. They have used the same story but both have them had a different approach. Informative ads- these ads are used to provide information to the consumer about different products and services. Health and Hygiene ads- these ads show that the product is taking care of the consumers health. It is emphasizing of the physical attribute of the product. What does the product do? How does it help you? The ad tells you all. These are some of the techniques. Lifestyle ads- Another way to. nave an impact on the consumers mind is portraying the life-style of a successful person. Humorous ads- Humor in the advertisement is normally kept in order to create a light, jovial and likely kind of an atmosphere Demographic ads- these ads are meant for different segments based on age, sex etc. Farex Cereal Food for infants is an advertisement targeted directly towards the infants, as it comprises a healthy food for them. It is also targeted indirectly towards the mother. Packaging ads- Advertisement is trying to lure the customers to buy their products on the basis of the way they are brought in front of the consumers eyes ie. Packaging. Dabur has brought in different flavors in the market of fruit juice. E.g. Mango, Pineapple, Orange, Mixed Fruit Jete. All these are in different packages, i.e. 50 ml, 1000 ml, etc. They claim that unlike other juices, which have preservatives in them, these products are without preservatives. Hence, the punch line is Real Fruit Juice. Price ads- Marketers also lure the customers by showing in an advertisement that a product is available at a lesser price without any compromise on the standard. Cadbury India advertised the 5-Star chocolate by offering 30% more chocolate in its 5-Star bar for the same price. Celebrity ads- Celebrities are mainly used in the advertisement either to lure the rural people in buying a particular product or in forcing the young generation to buy the products. This is also called endorsement advertising.,{t is also used in portraying that a particular product is best inqtJality because a person who is also very well known in his/her field endorses it. The impact of these stars in advertisements enables the company to increase its sale. CHAPTER 3 I. RESEARCH METHODOLOGY II. RESEARCH OBJECTIVE The main objectives of the study are: 1. To assess current consumer sales promotion schemes in the market 2. To assess how consumers differentiate the products based on advertisements 3. To get an insight into retailers views regarding the schemes being offered in toilet soap category, and consumer perceptions 4. To study consumer perceptions regarding various schemes in this category and responses toward them. 5. To study the various methods of differentiation. 6. To analyze the methodology adopted by companies to target end consumers. 7. To address basic business questions like: Do companies have the right product/service to offer? How companies reach their customers? How the buying power can be created? To prepare new business strategies RESEARCH METHODOLOGY Methodology: Technique used for the survey is questionnaires, focus group discussions and interviews. In order to address the above questions an exploratory study was conducted. The idea was to probe and get deeper insight into sales promotion scenario in toilet soap market and to tap perceptions of retailers and consumers. In order to address above mentioned objectives (i) study of secondary sources was carried out, 10(ii) in-depth interview of six retailers was undertaken and 11(iii) structured questionnaire was designed to seek consumer responses. Convenience sampling was used for both retailers as well as consumer studies. Six retailers ranging from small kirana store to supermarket were approached. All the retailers were located in the Noida. The respondents for consumer study were postgraduate students in the age group of 19-24 belonging to middle and upper middle and upper class. The total respondents were 30 in number. They were residing in hostel or as PG hence sole decision-makers for t his category. Also this age-group being more experimental and likely to be more deal prone, so their perceptions, preferences would give some insights to companies planning sales promotions targeted at them. Scope and Limitations: The geographical scope of the study was restricted to the NOIDA city due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 30 consumers (student group) and 6 retailers. Focus being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive. CHAPTER 3 I. FMCG AN INTRODUCTION II. INDIAN CONTEXT III. MARKET OPPORTUNITIES IV. EVOLUTION AND CHARECTERSTICS FMCG -FAST MOVING CONSUMER GOODS BRIEF DECRIPTION OF INDIA FMCG MARKET MARKET OPPORTUNITIES IN FMCG: According to Estimates based on Chinas current per capita Consumption, the Indian FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian markets by unbranded products, change in eating habits and the increased affordability of the growing Indian population presents an opportunity to makers of branded products, who can convert consumers to branded products. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from consumer upgrading, especially in the matured product categories EVOLUTION:  § 1950s-80s Low Investment in the sector Low purchasing power Govts emphasis on small scale sector HLL and other companys urbane focus  § Post liberalization Entry of MNCs Focus shifted to getting to rural consumer first Others, like Nestle, remained with the urban population Latest fad to hit the market is the ‘sachet bug.  § Mushrooming of regional brands Nirma enters and changes the focus to ‘Value for Money in the 70s Post liberalization, Jyothi Laboratories, ‘Ghari Detergent and ‘Anchor toothpaste giving the nation-wide brands a run for their money. CHARECTERSTICS: FORECAST 2010:  § Rural and semi-urban  § 128 million population thrice the urban  § Market size growth from 48k to 100k Crores (Growth of 50% at 10%CAGR)  § Increase penetration from the current less than 1%  § Problems in the rural sector * Low per capita disposable incomes * Large number of daily wage earners * Acute dependence on vagaries of monsoon * Seasonal consumption * Poor infrastructure roads and power supply  § Urban  § Market 16.5k to 35k Crores (Growth of 100% at 20%CAGR)  § Intense competition severe pressure on margins Focus on newer products, such as fruit juices Source: Assocham Report ‘Future Prospects of FMCG CHAPTER 5 I. UNDERSTANDING DIFFRENTIATION II. TYPES OF DIFFRENTIATION III. THE INDIAN CONTEXT I. II. UNDERSTANDING DIFFERENTIATION: Differentiation is the process of adding a set of meaningful and valued differences that distinguish a companys offering from those of its competitors. Differentiation is strongest when it satisfies all of the following criteria: 1. Important: the difference delivers a highly valued benefit to a sufficient number of buyers 2. Distinctive: the difference can be delivered in a clear way 3. Superior: the difference is a better way of obtaining a benefit 4. Pre-emptive: the difference cannot be easily copied 5. Affordable: the buyer can afford to pay for the difference 6. Profitable: the company will earn a return by maintaining the difference BRAND loyalty in fast moving consumer goods categories is a topical issue, with several brands resorting to price cuts across categories. More importantly, price cuts or sales promotion by themselves do not seem to have done much for brands in terms of sustaining brand loyalty. They may attract consumers in the short run: consumers may stock the brands and consumers new to the brand may try it. But over a period of time, a brands value may get diluted in consumers psyche, and will eventually lose a strong base of consumers. The following are some aspects of marketing mix elements and consumer behavior which could contribute to brand loyalty. Product differentiation If the products are differentiated in their characteristics and this difference is perceivable, there are chances of brand loyalty being formed based on satisfaction with greater performance or fit of product with needs. In this case, loyalty is driven by functional or symbolic benefits. Functional benefits would be specific tangible features of the product whereas symbolic benefits would be intangibles such as brand personality and `hedonistic value of purchase. Price differentiation If the price differentiation in the market is perceivable, price-led loyalty might exist in the market. Price-led loyalty is practised by supermarkets, airline companies and FMCG brands, which come out with frequent sales promotions based on freebies. Alternatively, price might be taken as an indicator of brand quality, and the customer might go in for higher priced options. Price-led loyalty has to be carefully considered with other marketing mix elements and the consumer should never perceive dilution, especially in low-priced bands. Hence, lower prices should create a sense of value through the product offerings as well as through communication. Branding activity If the category is organized and there is branding activity, there will be greater loyalty than there would have been if the category were unorganized. Branding activities can differentiate between brands on name, symbol, images and associations. Branding activity in this context refers to creating strong associations which will influence the consumers not only with regard to functional attributes but also with symbolism. Hamam soaps portrayal of its pure ingredients with the child and mother imagery is a good example of one of these dimensions. Branding activities in a broad sense could range from advertising to sales promotion and public relations involving several aspects. III. The Indian context The following were the observations from the literature survey and the examples chosen from the Indian context. The factors indicate that there will be a large segment of consumers for whom price-led loyalty will dominate. Hence there will be strong behavioural loyalty in the segment and only weak attitudinal loyalty. There is thus spurious loyalty in this sector. There is a moderate level of symbolic and functional differentiation which has been exploited by strong brands to build a loyal following. Examples of this include brands such as Dove, Ponds Dreamflower talcum powder, Gold Flake, Wills Navy Cut, Amul and Cadbury. These brands have probably built strong attitudinal loyalty through their brand personality and other brand building efforts. In the FMCG sector, brand habit is high whereas attitudinal loyalty is low. As creating attitudinal loyalty based on functional differentiation is difficult, symbolic differentiation is the key. Building strong brand personalities and associated symbolic benefits is important for crafting customer loyalty. The factors discussed cannot be treated in isolation: they are to provide a synergy to result in brand loyalty. The combination of these factors and the timing of the combination is the topical challenge which marketers face in an environment where loyalty is slowly eroding. Local challengers Some of the most successful FMCG brands in 2002 came, not from the stables of a Hindustan Lever and a Colgate, but from obscure regional players such as Kaleesuwari Refineries, Parakh Foods, Anchor Switchboards and Kanpur Detergents. Over the past couple of years, brands such as Gold Winner and Gemini in refined oils, Anchor White in toothpastes and Ghari in detergents have managed to sustain double digit growth rates, even as the market leaders have struggled to hold on to single digit growth rates for their brands. Yes, the comparison is unfair, as the local brands had a minuscule base to start with. But these brands have demonstrated it is not impossible for a new challenger to break into the traditional bastion of one or two large FMCG players. Traditionally, large FMCG categories in India have been dominated by just one or two players, who rule the roost by dint of their sheer financial muscle and distribution reach. But, of late, successful regional brands have been finding chinks in their armour. And how! Aggressive pricing In the edible oils market, as national players were forced to hike their selling prices in response to rising commodity prices, both Gemini and Gold Winner have used aggressive pricing to woo consumers away from the national brands. Packed tea too, has seen similar trends. The limited differentiation in grocery and the flexibility offered by a restricted area of operations have stood these companies in good stead. Anchor White, among the few debutants in the toothpaste market to garner a significant share, first wooed the retail trade with high distribution margins, and then used rock-bottom prices to lure consumers into trying the product. Though none of these companies can match the market leaders in adspend, they have used focused regional and local advertising to draw consumers attention to their brands. The mushrooming of local and regional media has undoubtedly helped the local players milk the most from their ad budgets. Banking on `power brands While the local brands have been adding to their brand portfolios, the market leaders have largely stayed off new product launches. In keeping with its power brand strategy, Hindustan Levers marketing strategies in 2002 revolved around rejigging and relaunching established brands such as Lifebuoy, Rin, Surf and Vim. The company phased out brands such as Sunlight in detergents, and Jai in toilet soaps, so as to focus better on its 30 power brands. The strategy appears to have worked, as brands such as Lifebuoy and Rin have moved into a higher growth trajectory after the relaunch. In fact, HLLs power brand strategy has found a few followers in the FMCG market, with companies such as Godrej Consumer also announcing plans to focus on a clutch of key brands. Streamlining and spend While the power brand strategy has helped the leading players put their marketing prowess behind their most important brands, it has not really helped them save on ad spend. For most FMCG companies, advertising and promotion spends in 2002 grew faster than their sales. In high penetration categories such as soaps, detergents and toothpastes, marketing efforts of the players revolved around persuading existing consumers to use more of the product or to upgrade to a higher-priced brand. The slew of 100 gm free for every 150 gm offers in toothpastes and the series of promos on the 2 kg packs of premium detergents were both intended to induce existing consumers of a product to pep up their usage of the brand. Companies operating in relatively low-penetration categories such as chocolates, shampoos and skin creams tailored their marketing strategies to bringing in new users, through scaled-down versions of their brands in affordable pack sizes. The low-priced Chocostik, a liquid chocolate in a small-sized pack, launched by Nestle India, has helped pep up the companys topline and is now a large contributor to the companys revenues. Nestle India is now trying out a similar small-sized Rs 5 pack for Maggi noodles. Shampoos have been among the few FMCG categories to register a positive growth rate in 2002, and growth in this category has been driven mainly by sachet packs and by scaled-down 50 ml bottles priced at less than Rs 10. Overall, the FMCG slowdown of the past three years has served a useful purpose. At one level, it has made sure that the dominant players in the market no longer enjoy unlimited pricing power, as they have in the past. There now appears to be a greater effort on the part of the players to hold selling prices and look at their own operations to save on cost. At another level, the emergence of the regional challengers has made sure that consumers of FMCG products have a few more choices in their purchases of essentials. Is selling soap the same as selling a TV? It isnt. The difference is how the particular product is sold and more importantly, how is it distributed. India is a unique market, where the manufacturers who deliver products at the doorstep, which is the ideal way to deliver anything, spoil our consumers. We have an extremely evolved distribution mechanism for most products. Different products are sent to the consumer differently. Depending on the number, the price of the product and the complexity of the selling process, they may vary from direct selling to selling through a channel that may have as many as four levels between the manufacturer and the consumer. A look at a few of them will show what it means to be a sales person of that product. Most FMCG (fast moving consumer goods) products are not hard-sold to the end consumers. Sales are built up largely by pull a technique using advertising and consumer promotion. The sell-in happens to the trade i.e. to various members of the distribution channel the CarryingForwarding/Super-stockist, the distributor, the wholesaler and most importantly the retailer, who is the interface with the end-consumer. This chain forms the most important link in getting the product economically to the consumers doorstep. A large MNC in the FMCG industry may be covering as many as 1 million outlets across the country with the help of thousands of distributors. Even a mid-sized company covers at the least 1 lakh outlets. Factoring in the vagaries of operating in more than 25 different states, each with its own sales tax complexities, different consumer needs, differences in the distribution structure, not forgetting differing octroi structures within a state, distribution is extremely complex in India. If the sell-in does not happen to this channel for whatever reason or is sub- optimal, a product is likely to fail. CHAPTER 3 I. UNDERSTANDING ADVERTISEMENT II. UNDERSTANDING SALES- PROMOTION III. CREATING DIFFRENTIATION THROUGH ADVERTISEMENT IV. PROBLEMS FACED BY MARKETERS I. UNDERSTANDING ADVERTISEMENTS Whether it is a serial in a regional satellite channel or a One Day International cricket match, there is a non-stop stream of advertisements, which clutter the commercial break. Well-established brands attempt to sustain brand recall while new ones try appealing to prospective consumers to get into their `consideration set. There are ads for children, housewives and youth. With advertising expenditure in the order of Rs. 8000 Crores per annum in the recent times and the proliferation of brands across categories, there is a strong need to consider the effectiveness of these advertisements. The idea is not to cease advertising but to consider how considering decisions would have to be considered with non-advertising alternatives. These non-advertising alternatives may also enable a brand to create and sustain consistent associations, which may be desirable in terms of long-term implications. A contemporary approach that creates a synergy between various aspects of a promotional mix (a dvertising included) provides a refreshing approach towards marketing communications. There may be several objectives of advertising and a promotional mix could be used in an innovative manner to address each of these objectives depending on the product category and target segment. Creating-brand-awareness When a new brand enters a category or creates a â€Å"new to the market† offering, it needs to create brand awareness. This would depend on whether the product is a consumable or a durable. The involvement level in a speci