Book Card: the Adventures of Huckleberry Finn Essay

The story of Huckleberry Finn was placed in the 1830’s and was wrapped around the thought of slavery and Freedom. Mark Twain began writing the story of Huckleberry Finn in the year 1880 but as times got harder in the battle of slavery in the south, Twain stopped working on his story for another 2 years. After finishing two other works of literature, Mark Twain once again picked up the story of Huck Finn to complete their adventure. Character List: Huckleberry Finn – The main character of this story, Huck Finn goes on adventure with his friend Jim and Tom Sawyer. Along the way he is put up against obstacles that, for the most part, make him consider the foundation of the logic that society has. Huck Finn’s Father – Huck’s Father is a constant drunk. He is abusive and seeks to control Huck’s fortune. Tom Sawyer – Tom Sawyer is the same age as Huck Finn and his best friend. He is a natural born conman who is able to persuade almost anyone to do anything that he wants to. Jim – An African American who starts out as the slave of Miss Watson and later becomes Huck’s travelling companion down the river. Jim at first glance does not seem like the smartest character in the story but while on the island Jim shows a hidden â€Å"intellectual† side with the natural world around him. Widow Douglas – Widow Douglas is the guardian of Huck Finn in the beginning of the story. She attempts to â€Å"civilize† Huck but he finds the rules too binding for his lifestyle. So as a result he fakes his death and travels upstream to avoid both Widow Douglas and his father. Judge Thatcher – The Judge who issued both Huck and Tom their share of the money and tries to protect Huck from his Father. In the end she is replaced by another judge who ends up allowing custody of Huck and his money to his father. Themes and Motifs: The theme of this story is based on the fact that racism was still an issue in the United States, even after the Emancipation proclamation. With the story of Huckleberry Finn set a few years before Mark Twain’s Time and portraying the facts of his time, Twain was able to produce a story that showed how blacks were still being downed upon in the Southern States. Another theme of this story is that of the hypocrisy of the United States earlier society in a way that defies logic and reasoning. An example of this is evident in the beginning of the story when the judge gives Huck’s father the right of custody to his son, Huck, as well as his fortune in money. This resembles that of the slave days where huck –portrayed as a black slave in this example- is still under the mercy of his father –portrayed as the white man in society- Literary Elements: One of the major literary elements in The Adventures of Huckleberry Finn would be the conflict of the individual (Huck Finn) versus society. Huck Finn is in a constant battle with the people around him when they try to civilize him. Also, the story is told in a more humorous tone which is another literary element that is observable in this novel. Quotes: â€Å"What’s the use you learning to do right, when it’s troublesome to do right and ain’t no trouble to do wrong, and the wages is just the same? † (Pg.  91) â€Å" The pitifulest thing out is a mob; that’s what an army is–a mob; they don’t fight with courage that’s born in them, but with courage that’s borrowed from their mass, and from their officers. But a mob without any man at the head of it is beneath pitifulness. † (Pg. 146) â€Å"But I reckon I got to light out for the territory ahead of the rest, because Aunt Sally she’s going to adopt me and sivilize me, and I can’t stand it. I been there before. † (pg. 293) Bibliography: Twain, Mark. The Adventures of Huckleberry Finn. Classic Reissue. New York: Bantam Dell, 2003.

Porters Five Forces on Retail Industry Essay

Five forces Model 1) Suppliers power 2) Buyers Bargaining Power 3) New Potential Entrants 4) Threat of Substitutes 5) Industry Competitors STRENGTHS 1) Suppliers power A segment is unattractive if the company’s suppliers are able to raise prices or reduce quantity supplied Ss in apparels section have major brands like, Arrow, Levis, lee, Provogue, Pepe, loues Philip, Zodiac Weakness 2) Customer Buying Power The bargaining power of customer at SS can be a weakness if customer shift to substitutes.There are various other brands which could act as a substitute to SS for eg: Zodiac, Raymonds, Color plus, and Arvind Mills 3) Industry competitors  competitors like Globus, Westside and Lifestyle, Wills Lifestyles, Rpg ,Pantaloon who catered to the same segment of customers, entered the market. 4) New potential entrants Preferred Partner for Foreign Players SS is the preferred partner/retailer for foreign brands entering India. The company has already signed an agreement with UK retailer Mothercare to retail their products. The company has tied-up Estee Lauder’s MAC brand of cosmetics with one strongly performing outlet opened so far. SS has also tied up with Austin Reed for both manufacturing and retailing its brand in India. We expect many more opportunities for similar tie-ups, particularly  as the government has allowed up to 51% FDI in single brand retailing. Shoppers’ Stop has 4 division the Men’s apparels, ladies apparels, kids wear and the Non-apparels. Following is their contribution to the turnover. * Men’s 43% of sales * Women’s 18% of sales * Kids 8% of sales * Non-Apparels 31% of sales SS LOYALITY PROGRAMES SS PIONEERED INDIA’S first loyality programes They have 3 tier loyality programme 1) classic moments for entry level 2) silver edge 3) golden glow, members fall in different cateogory dependimng on theior spends with the company, they also receive reward points which they can redeem later on.

A Light to My Path

A Light to My Path by Lynn Austin parallels the stories of two people, beginning with their realization of slavery. Anna only has vague memories of her parents, of a dream that fades into a nightmare that she can’t remember the end. When she pretends to be a kitten for Missy Claire, the plantation owner’s daughter, Anna is taken into the big house and dubbed Kitty. Grady has only known life with his mama and playing with Missy Caroline (from A Candle in the Darkness) when he’s sold away from the Fletcher plantation.He serves a slave trader for many years before managing to be gambled away to a kinder owner, Massa Fuller. When Massa Fuller begins calling on Miss Claire, Grady and Kitty’s paths cross. The pretty, naive artist intrigues Grady, but his hatred for anyone white clashes with her subservient attitude. Though Missy Claire treats her like an animal, Kitty is wholly devoted to the only person who’s shown her even the barest scrap of affection. The Civil War begins shortly after their owners marry.Grady sees this as the perfect opportunity for escape, but Kitty is terrified of the idea. Which will win, her love for Grady or her fear? And Grady must choose between his hatred and the Jesus he believed in as a child. Blending breathtaking historical detail with intriguing characters, Lynn Austin crafts a deep tale with important spiritual truths. The Refiner’s Fire series, which can be read in any order, will have the most appeal to women, even for those who don’t prefer books set during the Civil War.Pick up A Light to My Path and prepare for a soulful escape to the past. — Katie Hart, Christian Book Previews. com Book Jacket: This powerful conclusion to Lynn Austin's REFINER'S FIRE series brings to a close one of the most acclaimed sagas in Christian fiction ever. Each of the first two novels won Christy Awards for Historical Fiction. Now Austin completes her trilogy with a dramatic examination of the Civil War through a slave's perspective. Riveting, eloquent, and gripping as all of her previous works, it's the conclusion for which you've been waiting.

Military leadership Thesis Example | Topics and Well Written Essays - 6250 words

Military leadership - Thesis Example The strategic planning will be discussed to progress the relations between the civil government and armed troops in a right direction for the betterment of the nation. The root-causes of the problems in civil-military relations and their solutions will be proposed in depth. The boundaries of the research cover various aspects of the civil-military relationships in the light of facts and figures. This study is based on the directions in research practiced in the past and proposed improvements in them. Positive relationships between the government and the military are quite necessary for the successful running of the country affairs. The set of skills required to manage the issues and activities of the military bodies are possessed by civil government mostly. This is due to the fact that civil government is directly linked with the other agencies as well as foreign organizations. All the top positions in the ruling body as possessed by the civilians that have good insight into the current issues of the country. There could be two types of governments in a country. The government that carries armed men in critical positions dictating the terms for army and defense issues and the other type of government contains the civilians in the important positions in the government that manage all the issues of the army and defense. Our focus will be on the first type of government and the strategies formulated by such a government in establishing the civil-military relations on good grounds. This practice is seen in most of the leading countries in the world like China. The leaders of the nation often give high weight to the civil management of the armed forces. It is a well known fact that the guns are meant for firing only. You need a cool head to aim them though. Civil governments play their effective role in guiding the path for the armed forces. One of

A creative love story Essay Example | Topics and Well Written Essays - 250 words

A creative love story - Essay Example he eternal love story, â€Å"Romeo and Juliet† and our love story indeed took a start in the same way, like all star-crossed lovers falling onto each other’s arm and then reaching the climax to fall apart but in my case Jane, my Romeo was a magician, he promised me to be together and he said me that I’ll never have to be alone. Jane was two years senior to me in my school and we fell in love with each other very soon while going down the vales, crossing the woods and running after the butterfly on our way to school. Summers passed and spring was in the air, with flowers, colors and smell in the air and we were engrossed in each other under the blue sky and full moon. I asked Jane, â€Å"Honey, I do not want to be alone anymore. â€Å"I do not want to lose you†. Jane replied, â€Å"Do not worry, Scarlet, we will be together forever.†Days passed by and it was white around. It was Christmas! Jane was on my balcony crossing the garden. To meet me, he threw pebble on my window. A trick he had taken a number of times to send me signals. Unfortunately, that Christmas Eve my dad received the sound of the pebble and came out in the yard to catch me and my love red handed. I could only see him pushing back Jane and a loud sound came to ears, â€Å"Stay away you jerk! Stay away, from Scarlet. That was the last time I saw my Jane. Snow melted fast and new leaves were on the branches of the tree, people on street and birds out of their nests. Only I was inside my room then for more than a month. Suddenly, I don’t know how, my friend Catherine arrived one Sunday morning and insisted me to go out with her. I was very sure that dad won’t allow us. However, to my despair, he let us go to the outskirts and there the greatest excitement of my life was waiting. My Jane was waiting for me. I was meeting him after a month and I could see the same spark in his eyes. I said to Jane, â€Å"There’s no way left, apart from running away†. â€Å"Please Jane take me away very far where nobody

Strategic Plan for Real Chocolate Industries Essay

Strategic Plan for Real Chocolate Industries - Essay Example At the moment the company is comfortably placed in terms of overall performance. However, the company has to ensure maintaining levels of profits and growth in the long term, through a strategy that will give it a sustainable competitive advantage. The chocolate industry is highly fragmented industry with about four hundred companies accounting for 90% sales. Retail chocolate sales reached $16.3 billion for the year ended December 2006, out of which the Gourmet segment is about $ 1 billion. Real chocolate has about 10% of the market share in this segment. 1) From Porters five force analyses it emerges that Rivalry among existing players will be the chief competitive force in the industry. The decline in profitability which often is the result of this will come from an increase in promotion and branding cost. 2) Even though the analysis reveals that entry barriers for new players to enter are not very high, new entrants may not find it attractive to enter. Entry may occur by players creating a separate niche which may affect demand for the product in which Real chocolate operates. (e.g. of artisan chocolate entry which has already happened) 4) Sellers bargaining power is not a significant factor in the industry, as there are many producers and raw material is a commodity item. Industry incumbents do not have much threat from suppliers, buyers or new substitutes. Similarly, there are no barriers to entry for new players because of suppliers.5) Five forces analysis also reveals that buyers bargaining power is a significant factor. Buyer's loyalty has to be constantly maintained through branding, promotion and maintaining quality. Price is not a significant factor in which buyer will switch to other products. On this account, this will be a significant barrier to entry for new entrants, which reiterates point no. 1, that rivalry is the chief force in the industry.

Compound Interest and the Power of Saving Essay

Compound Interest and the Power of Saving - Essay Example Interest in a nut shell is the cost of buying and selling money. The Banks buy money from you when you deposit money in the savings accounts or Certificate of Deposits at the Banks. The Banks give you a rate of interest on those accounts. But what do banks get out of that They then sell the money through loans and credit cards. So let us suppose the Banks give you 3% interest rate on the savings account and get 8% interest rate on a loan they give out. Essentially they make a profit of 5 % on that money. Now what is compounding of interest Simply put when interest is being paid on some money, that interest is added to the money and then the interest clock starts ticking on the new amount. Though it does not particularly sound exciting it is a very powerful concept and if utilized well can financially benefit anyone who understands it. To understand this concept an old parlor trick question can help. That question is, what would you prefer $1000 everyday for a month or a penny doubled everyday for the month (i.e. 1 cent the first day 2 cents the second day 4 cents the third day etc.). The mathematically astute person knows that this is a no contest and the person taking the penny doubling offer wins by a huge margin. The compound interest can be explained like this .Simple interest as we already know is the interest that is derived from only the investment in a principal amount. Say we take $100 and put it in an investment for one year at a simple interest rate of 10%. We multiply the interest rate of 10% times the principal amount of $100 to derive an interest payment of $10. This seems fairly obvious and straightforward. But let's look at what happens in the second year if the interest is not paid out. In a "compound" investment, the interest is not paid out to the holder; it is built up within the investment. Consider our $100 above. If the interest was paid out after the first year, we would get our $10 in interest and have our original $100 still invested. If the interest is not paid out, however, we would have our original principal of $100 plus $10 in interest for a total of $110 at the end of the first year. This entire amount would bear the original interest rate of 10% for the second year. Not only would we get 10% or $10.00 in interest on the original principal of $100, we would also get $1 which is 10% on the $10.00 interest from the first year. Our total interest received would be $11. This would continue into the third year. At the end of the second year, since we have not paid out any interest, we would start with our $110 from the end of the first year plus the $11 we earned in the second year. This would give us a third year opening balance of $121 which would bear interest of 10% for the third year. Our 10% interest on $121 equals $12.10. Assuming we still don't pay out any interest, we will now have a total investment of $133.10. Well it still does not look too exciting. But let us extrapolate this further. If we leave t his $100 alone for about 30 years we will end up with a $ 1000. Now that is interesting but definitely not exciting. Well how about this using the same mathematics if you save a $100 a week in thirty years that is One Million dollars. Now that without any doubt is exciting. But this sounds too good to be true, so the skeptic in me says that most likely in 30 years Million dollars would be

Outline Essay Example | Topics and Well Written Essays - 250 words - 13

Outline - Essay Example The advertisements through the media, the scenes in the movies, the access to sexual content on the internet, connectivity, and friendships that are easily faked on the social sites have subscribed to these challenges (Gurian, 4). As a result, there has never been a bad time of raising a daughter than today. Teenage is a most important stage of girls’ lives. When they try to experiment and experience the real world at this stage, their characters will be featured by resentment and aggression. However, telling people to stop raising a daughter is impossible. The greatest challenge is helping their daughters through to process of transition from the puberty to adolescent stage. Thus, telling girls information about the emotional and physical changes taking place in their bodies, creating curiosity, and encouraging adventure is the most important thing that every parents need to do to raise a daughter today. Magical thinking, imagination and fantasizing are the elements that characterize the state of mind of girls when they are teenager (Braun, 8). Therefore, helping them to base their thinking on reality of the world, and doing away with their wishful thinking and handling their highs and lows is an important aspect of raising the daughter (Stern, 24). Since the girls’ bodies and physical looks start becoming an important consideration for girls when they are at this stage. Parents should help them to understand what is happening to their body, their emotions, and hormonal changes. Also, parents should try their best to make the conversation appeared as well as normal. Also, avoiding any chance of them being informed on the same from bad company is crucial (McCarthy, 7). When girls are teenagers, their sexual activities and desires starts accelerating. Thus, protecting the girls from interactions and socializations is the difficult thing

Managerial Economics College Essay Example | Topics and Well Written Essays - 750 words

Managerial Economics College - Essay Example Deprivatization will discourage foreign direct investment, this is because investors will fear the occurrence of such a situation in the future and therefore will prefer to invest in other regions. There are some factors that encourage foreign direct investment which include political stability and well defined property rights and when investors learn that political influences will occur they will not invest. Foreign direct investment has advantages in that it increases job opportunities, pay taxes to the government from profits earned, lead to the sharing of information and technologies and also stimulates economic growth, in future less foreign direct investment will decline and these advantages will not be realized. Privatization was aimed at making inefficient public owned businesses to become more efficient when owned by private investors, when this is reversed then we expect to see a decline in the efficiency of these firms in the economy. This is due to competition which will lead to a reduction in the prices of products, better quality and improved consumer choices. The government will have a way in which to implement policies and therefore will have a hand in controlling the economy, deprivatization in most cases occur when there is economic distress and it is aimed at improving the current situation in the economy. Investo Those who gain and loose: Investors have over the years developed the firms they acquired and this has added value to the firms over the years, previous loss making firms have been improved by these investors who have converted the firms into profit making firms. Therefore when the investors are deprived off their firms they will loose and the individuals, government or investors who are accorded the firm will gain. In some cases where products produced by the government are subsidized then privatization leads to an increase in prices, when the government owns these firms then the consumers will experience a reduction in the price of goods and services produced by these firms and therefore gain. Why politicians support these policy: Politicians want mass deprivatization of these firms due to some disadvantages they cause in the economy, one of this disadvantage is that foreign investors will repatriate profits to their home country and therefore does not benefit the host country, the other problem is that they bring stiff competition to the various industries and host country firms will close down due to competition. Finally the politicians will want investors in the country to invest in these firms and not foreigners and they will not want illegal allocation of these resources to some individuals. The performances of a government in power is required to safe guard state property and not transfer property to individuals, for this reason therefore politicians may want to increase government popularity by safeguarding public property by deprivatization. The public owned firms in the market are seen as a tool to further the government goals, when the government acquires these firms then it will be possible for the government to further economic and social goals in the whole nation. Finally private firms may be producing less than the demanded amount, this is because the private owners aim at increasing profits in the short run but the state will

Freas and Geeks Media techniques Essay Example for Free

Freas and Geeks Media techniques Essay How Media Techniques Create Stereotypes in Freaks and Geeks Take a look again at high school stereotypes through the short lived television series from the late 90’s, Freaks and Geeks. Based on the pilot episode of Freaks and Geeks, media techniques are used effectively to depict the different stereotypes in high school. The camera shots movements are used adequately to show the power of the bullies and the weakness of the victims. For example, when Sam Weir is approached by Alan (the bully), at lunch, the camera is pointed upwards towards Alan’s face to make him seem bigger and scarier while the camera would be pointed down on Sam’s face making him seem smaller and inferior to Alan (Kasdan 1999). This example shows effective use of media techniques by using camera shots because the audience can easily depict the two different stereotypes, the bully and the geek. Another way that media techniques are used effectively is through the use of setting. For instance, the â€Å"freaks† of the show are shown hanging around the patio which is a dirty and worn down area separated from the field and other students (Kasdan 1999). This is a clear way for the audience to see the difference from the regular students and the â€Å"freaks† therefore making this media technique effective. These two techniques show how Freaks and Geeks uses media techniques effectively to illustrate the stereotypes one might see in high school. Using media techniques such as camera shots and setting effectively is a task that Freaks and Geeks has accomplished to portray different high school stereotypes. Works Cited â€Å"Pilot.† Freaks and Geeks: The Complete Series. Writ. Paul Feig. Dir. Jake Kasdan. DreamWorks, 1999. DVD.

Navigating the Business Communication Environment

Navigating the Business Communication Environment Reconda Armijo How does teamwork help organizations? What communication challenges does teamwork pose? How might one prepare for these challenges in a business communication course? Team work helps organizations by bringing together people’s varying strengths and talents to solve problems and make decisions (Locker Kienzler, 2013). Teamwork also allows for input from varying perspectives based on type of job or function as well as from a different cultural perspective. For example, in my office, my strengths are on an administrative side thus I am given the administrative tasks to focus on while my co-worker who is bubbly works more in creating the inviting atmosphere we want for our customers. Teamwork can also create challenges in communicating tasks and distribution of work. It requires the ability to see one another’s strengths and utilizing them. A communication course can help prepare individuals to recognize ways to effective communicate ones strengths and place them in tasks where they can utilize those strengths and at times be able to draw one out of their own self-limiting habits. In what ways is teamwork connected to other current trends in business and administrative communication that the chapter discusses? Find examples where current trends in business and administrative communication seem to converge. Teamwork offers an opportunity to maximize employee’s strengths. This is evident in customer service especially. Team members who are strong in customer service can assist those who may not be as strong to develop those skills more easily. Teamwork is also important to assist with balancing work and family. When we work together as a team, we are able to handle situations that may arise when a coworker is out and vice versa. In my office, we are all trained to handle all situations. This allows us to continue moving forward regardless of who is out. This helps our company to continue to be productive and not have to wait for a particular person to return for a task to be completed or resolved. Conduct some internet or library research on the concept of Kaizen. How does this technique help business and other types of organizations? What communication challenges and opportunities does the technique create? Kaizen is a coaching method used to transform people into better problem solvers, thinkers, and leaders. They utilize a hands-on approach to learning. They teach you how to observe processes, identify abnormalities and root causes and apply their techniques to make practical improvements (Kaizen Institute, 2014). This could present communication challenges as you try to help employees see their faults but more importantly their potential. Employees will be sensitive to being told they are doing something wrong so caution needs to be exercised by showing them more efficient use of time and skills. This also offers the opportunity to express ways of maximizing on strengths and acknowledging those strengths. Help Caleb and the group draft the memo for Doug, Some questions to consider: How will you address its multiple audiences, which include the president, VPs, and managers? What should be the primary purpose of the memo? The secondary purpose? What type of and how much information on Kaizen should be included? All-Weather, Inc. has had the privilege of experiencing Kaizen, a method of learning to improve our current methods and maximize our resources and strengths. We will be implementing a system for reducing waste, creating measureable improvements, and developing people and enhancing our customer’s delight. You are all a part of this process. Together we can transform this company and our individual lives. Training workshops will be scheduled with two of the best experts on the subject. These workshops are designed to coach, teach, mentor and guide us on a transformation journey focused on getting results and developing people to be better†¦ better problem solvers, thinkers, and leaders. The Kaizen focus is on everybody, everyday and everywhere improvement. We look forward to seeing our company and staffs develop to be better in all aspect. Chapter Five: Planning, Composing, and Revising Find the mistakes that Tanner made in his interaction with the Japanese professors. Tanner’s mistakes included the firm handshake and using terms meant only for phone conversations, improper handling of the business cards and not offering one in return, the pat on the back of Dr. Kawabata, and the choice of his gifts and insistence in opening the gift. These all show his lack of learning the cultural differences and etiquette. Understanding these differences can make a huge difference in the relationship formed. Prepare a memo for Caleb to include information regarding the aspects of Japanese culture and etiquette. As we quickly approach the Kaizen training, it important for us to take some time to understand the Japanese business culture and etiquette. In practice, Japanese business etiquette is not so different than our own. Politeness, sensitivity and good manners are the pillars of Japanese business just as they are here. However, Japanese business etiquette is more formal, almost ritualistic in some aspects. Below are a few key aspects of Japanese business etiquette: Business cards are a must have. Accept them with both hands and say â€Å"thank you†. Treat them with respect and keep them in a proper carrying case. Business attire: Men wear a dark suit, black or navy in the winter and grey for summer months, and have well groomed short hairstyles. Additionally, facial hair and shaved heads are not allowed. Do not wear a black suite, white shirt and black tie as this is considered funeral attire. Japanese men do not easily relate to women in authority so it is recommended that women wear shorter (tied back) hair, trouser suits with seasonal colors like the men. Jewelry, short skirts and high-heeled shoes are also not accepted. Business attire is not complete without business cards. Business Meetings: it is proper to confirm the appointment 1-2 hours prior to scheduled meeting as well as 1 hour advanced notice if you will be late to give the opportunity to reschedule if necessary. Arrive 10 minutes early. Be prepared and able to present in the allotted time. Wait to be seated and take lots of notes. Personal Habits: Avoid firm handshakes. Japanese seldom shake hands and this can make them uncomfortable. Never pat a Japanese man on the back/shoulder. Never make derogatory remarks about anyone. Always smile, be pleasant, willing to learn and ask questions. Do no As you can see, things that we consider a normal part of our business day can be offensive in other cultures. We need to be mindful and respectful to our valued guest. We would expect nothing less from our business partners as well. References Kaizen Institute. (2014, January 18). Lean Consulting. Retrieved from Kaizen Institute: http://us.kaizen.com/consulting/lean-consulting.html Locker, L. O., Kienzler, D. S. (2013). Business and Administrative Communication. New York: McGraw-Hill/Irwin. Venture Japan. (2014, January 18). Japanese Business Ettiquette. Retrieved from Venture Japan: http://www.venturejapan.com/japanese-business-etiquette.htm

A marketing report and analysis of Nestle

A marketing report and analysis of Nestle Nestle is the leader in food and beverage industry with wide range of products which accompany consumers live from birth through adulthooh, from breakfast to dinner, at home and elsewhere. This, day by day, represents them as a great responsibility and commitment to quality, taste and nutrion across all their products, to touch lives in a positive way and earn customers trust. They have joined into nutrion, health and wellness strategy with three fundamental beliefs: Pleasure and health: Nutrion have great taste if it is a part of healthy balanced diet. Eating with moderation and balance: Nestles products are designed to a variety of choices for every moment of the day and for all company members. Transparent communication: Transparent is the best way to win customers trust. All ingredients used to produce Nestles products are included on the label. With long term commitment is to enable customer an informed choices about diets and lifestyle, helping them care for themselves and their families, Nestle is really a leader in nutrion, health and wellness area. Business generates the most revenue Nutrion, Health and Wellness generates the most revenue for Nestle. In the recent year 2010, Nutrion, Health and Wellness confirms Nestles strategic direction, with main products is Food and Beverages creat 103.722 CHF millions in revenue equal to 94.53% in Total Revenue. Nestle, 2011, Strong 2010 performance press release, http://www.nestle.com/Common/ NestleDocuments/Documents/Library/Events/2010-full-year-results/Press_Release_EN.pdf Nutrion, Health and Wellness market, which is 100 percent right as determining from Nestles Board of Management in 2007, is a massive market for growing. Over 5 year operating, the industry keep fastest growing rate and contribute most revenue for corporate. This industry has been opened for Nestle S.A in 2007 by Brabeck Letmathe Nestle Groups Chairman when he produce Nestle Roadmap a strategy to transform corperate from traditional business into Nutrion, Health and Wellness with slogan Good Food, Good Life . Business generates the most profit Nutrion, Health and Wellness is the area that brings in for corporation the most profit. In 2010, with EBIT rate of 13.4% equal to 13.898 CHF millions, Food and Beverages main range of products in Nutrion, Health and Wellness area creats main income in total for corperation. Nestle, 2011, Strong 2010 performance press release, http://www.nestle.com/Common/ NestleDocuments/Documents/Library/Events/2010-full-year-results/Press_Release_EN.pdf Business will drive grow in the next decade These are 4 areas provide Nestle exciting prospect for continuos growing in the next decade: Nutrition, Health and Wellness Emerging markets and PPP Out-of-home leadership Premiumisation Nestles Successful Transformation from traditional business into a nutrion, health and wellness company, that brings them to No.2 player all over the world. Efficiently investing in value-added category. Stronger finance and credit. Flexible reaction to changing in strict health care standard and unfair competing. Their global strategy and local execution help them reach almost targets in recent years. Corperate Responsibility. In recent years, to become a successful corperation nowadays, these are their vital programs, which have contributed not only for society but also for themself as listed: Essential Program Context Action Achievement Rural Development Creat positive impact on argriculture area (provide local employment, technical transforming), and evironmental development Provide 200.000 local employments For Nestle: profitable growth, better quality in raw material, raw material supplying guarantee Improve standard of living, increase productivity in rural and economic in general In 2009, they provided microfinance in amount of CHF 48 millions For Customer: more qualified and healthier products for consumer Minimize impact of climate change and sometime is social issues For Society: higher quality for crop, more technical assistance, developping employment and environment, lower natural resources use, larger in yield help lower producing cost. Creating for themsef a stable, protected and qualified raw material to guarantee shareholder value-added Technical assistance and knowledge transfer Water and environmental Sustainability Produce tasting products that also have more and more lower environmental footprint by improving operational efficiacy They have already invested over CHF 220 millions in sustainable programs during 2009 For Nestle: reduce risk concerning health care standard, reduce cost, creat long term availability of resources, profitable growth Reduce use of water, some non-renewable energy and resources with target to reduce CO2 emissing performance and other evironmental affects Launch more projects to reduce greenhouse affect, eliminate waste in operation For Society: better standard of living Promote with supplier to help them a sustainable practices in supply chain Human Resources Dovelopment Long term investment in training Offer more comprehensive training, more opportunities for career For Nestle: skilled workforce, improve performance Continuous improving environmental and occupational health and safety management For Society: more employment, better standard of living, higher worhplace safety standard. Global and diversify Corperation developing Improve health and safety performance Increase Nestles engagement, employee health and wellbeing, reduce accident in workplace Creating an ethical and responsible workplace Climate Change Solution Reinforce Nestles role and plan to reduce greenhouse gas emissions Directly controlling operation For Society: lower environment impact Improve through supply chain Helping Nestles consumer Crisis Management Food and beverage market is changing everyday, customers need put producers into circumstance that whether they adapt to new trend or left behind on the race with other competitors. Nestle is an outstanding example in transforming their traditional managing operation into Health, Nutrion and Wellness management with Roadmap to Good Food, Good Life a unique flexible strategy that brings them to number 2 largest company all over the world. In Management and Strategic segment, I am pleased to express: Strategy Nestle Roadmaps success and Nestles solution for Melamine incident in China. In the Crisis management, Melamine scandal in China is outstanding example. On March 15th,2008, Chinese authorities informed that their over 20 Chinese milk companies was launching products contained Melamine this toxic has caused at least 4 babiesdeath and other 1253 Chinese children have fallen ill. Suppliers have been believed to add Melamine to milk to make it higher in protein. There was some ranges of Hong Kong Nestles products using Chinese milk powder. Source: http://news.bbc.co.uk/2/hi/asia-pacific/7623037.stm After that, some press report in Hong Kong claimed a Nestle growing milk containing Melamine. Immediately, Hong Kong government requested Nestle to withdraw all their products that have been found to contain Melamine. The problem could have pushed them into a long-lasting downturn and other consequence concerning reputation. However, commented on this scandal, Peter Brabeck Letmathe Nestle Groups Chairman said: Sales in China are rather being favouredà ¢Ã¢â€š ¬Ã‚ ¦Its rather positive than negative ( Reporting by Devidutta Tripathy; editing by Sue Thomas ) Ref Reuters Sep 26th, 2008 http://www.reuters.com/article/2008/09/26/nestle-idUSDEL31014820080926 How did they react? Yes, it is fantastic that Nestle today, after 3 years from this scandal, did not failed and become the leader in food and beverage area, the number 2 largest corperation all over the world. The first step in chain of resolving incident was complying with authorities request in showing all ingredients and formular used to produce milk, they were also withdrawing some kinds of products in Hong Kong as authorities requests as in line with Nestles Corperate Business Principle. In the mean time, they sent their samples of milk to honour testing center like Hong Kong Standards and Testing Centre Ltd., Food Industry Research and Development in Taiwan, etc. This action was conducted at places where their products have presented. The third step, they announced governments reports and confirmation that their products have been 100 percent safe and exact with things printed on their products label. The final step in this chain, they have combine Research and Development department and Maeketing department in communication with consumer on their producing standards, products quality that 100 percent safe and good for health as confirm from authorities. With this action, they have been not only winning back customers belief on their products, but also underlining that Nestle is the No.1 food and beverage producer all over the world with best quality and healthy products, as their slogan Good Food, Good Life . This is really a key turning-point to help Nestle successful as today. Strategy Nestle Roadmap. Source: http://www.nestle.com/Common/NestleDocuments/Documents/About_Us/Nestle_Roadmap.pdf Nestles strategy is being considerred the leader in Nutrion, Health and Wellness, and reference for financial performance. That is combination between their opportunities competitive advantages, internal strength operational pillars, focused segment growth drivers. This is a simple but right-targetting product from Peter Brabeck Letmathe Nestle Groups Chairman. Three major elements in their strategy including: Internal strength Operational pillars: Innovation and renovation ( from active and creative workforce ) Wherever, whenever, however ( supplying capability ) Consumer communication ( one of RD activity ) Operational efficiency These areas will help accelerate Nestles operation in all key areas with excellent achievement in execution. Focused segment Growth drive: Nutrion, Health and Wellness Value-add ( a massive market for healthy product ) Emerging markets and popularly positioned products the lower end. ( in 2011, growth scenaro in emerging market is around 170 billions US dollars ) Out-of-home consumption Differentation Premiumsation the high end This areas provide exciting prospect for growing. Opportunities Competitive advantages: Unmatched product and brand portfolio Unmatched research and development capability Unmatched geographic presence People culture, values and attitude This competitive advantages come from the value chain over decades, the link between great products efficient RD, great people strong value, broad geographic entrepreneurial spirit. This combination day by day is creating Nestles motivation on the road to leader in Food, Health and Wellness. In general, Roadmap is created from the combination between competitive advantages and their own strength and a right targeting market. Roadmap is almost following three major steps in building strategy for corporate. Analysis: determining the current position ,situation, performance and aspirations of the organisation and its members. Herein, that is competitive advantages. It help them regconize potential opportunities, their right strength that would make drive growth for Nestle in the future. Choice: determining possible courses of action, their possible consequences, problems and difficulties, benefits and advantages. Decision making is the most important step in every company, a wrong choice means a foresee failure. On roadmap, that is drivegrowth, corperate has been right when they choose emerging markets and popularly positioned products to be their motivation in growing in the next strategic years. Implementation: committing the organisation to pursue one of the possible future courses of action. Herein, operation pillars is a group of process to implement a lack or a small failure in the overall strategy. Vision, Mission, Goal. Nestles Vision: By bringing together all of its global RD resources, Nestle is able to provide high quality, safe food solutions for consumers worldwide whether this is in terms of nutrion, health, wellness, taste, texture or convenience. Above all, Nestle brings to consumers products that are of the highest quality. And safety is non-negotiable. Werner Bauer, Chief Technology Officer, Nestle S.A. Innovation, Technology and Research Development Nestles Mission: Their mission is creating value for shareholder and society. CREAT SHARED VALUE Reduce Poverty + Improve Health + Empower People SUSTAINABILITY Protect the future COMPLIANCE Laws, Business Principles, Codes of conduct Nestles Goals: Being recognized the leader in Nutrion, Health Wellness, and the industry reference for financial performance. But how they have been motivating their employees over decades to be the leader. Performance Compliance All Nestles employees have a good knowledge that here or there, we must have responsibility for down performance in the organization. Company have a good reward and recognization tied to performance. Culture Building Sustaining a high performance environment. Maintaining and evolving Nestles culture based on their own principle. Source: Creating successful future Jan 2008 Comment.

Asian Exclusion Laws Essay -- essays research papers

There were a very large number of local, state, and federal laws that were specifically aimed at disrupting the flow of Chinese and Japanese immigrants to the United States. Two of the major laws were the 1882 Chinese Exclusion Act and the 1907-1908 Gentleman’s Agreement. Although the laws had some differences, they were quite similar and had similar impacts on the immigrant population.   Ã‚  Ã‚  Ã‚  Ã‚  The 1882, Congress enacted the Chinese Exclusion Act, which outlawed Chinese immigration. It also explicitly denied naturalization rights to Chinese, meaning they were not allowed to become citizens, as they were not free whites. Prior to the Chinese Exclusion Act, some 300,000 laborers arrived in California, and the act was intended to primarily prevent the entry of more laborers. The passage of the Chinese Exclusion Act was the first attempt by congress to ban a group of immigrants based on race or color.   Ã‚  Ã‚  Ã‚  Ã‚  The only Chinese that legally entered the United States during the six decades the Exclusion Act was in place were those in “exempted classes'; such as merchants, students, diplomats, and travelers (Chan). An unknown number illegally entered through the Canadian and Mexican borders and many others entered as “paper sons.'; The act did not prevent Chinese immigration per se; it simply prevented most legal immigration. The 1907-1908 Gentleman’s Agreement was the result of a conflict between t...

Essay --

Executive Summary Over the past 30 years Wal-Mart has grown into the world leader in retail and supply chain management. However, the company has faced and continues to face challenges with its stakeholders and other parties who are very critical of their business practices and ethics. Wal-Mart has established a reputation of squeezing the little guy to acquire the lowest possible price for the most earnings at the expense of some of its stakeholders as addressed in the 2005 documentary Wal-Mart: The High Cost of Low Price by director Robert Greenwald. Various parties including community groups, religious organizations, grassroots organizations, environmental groups and Wal-Mart customers as well as current and former associates have accused Wal-Mart of engaging in unethical business practices for the Every Day Low Price (EDLP) strategy. Wal-Mart’s stakeholder issues involve racial and gender discrimination, treatment of product suppliers, product sourcing, child labor, environmental practices and the use of government subsidies. This paper will discuss some of those issues and address some solutions Wal-Mart has implement and should implement to increase their competitive advantage and enhance their reputation by taking a proactive approach to Cooperate Social Responsibility. Brief History and Business model Walmart is an American multinational retail corporation that runs chains of large discount department stores and warehouse stores. According to the Fortune Global 500 list in 2013, Walmart is the world's second largest public corporation, the world’s largest retailer, largest grocery retailer in the United States and the biggest private employer in the world with over 1.7 million worldwide. The company was founded by Sa... ..., their new CEO Mike Duke has stressed a change in the way business is done to change the negative perceptions of the company. The wages are still low and problems still exits but the recent creation of a Senior Director for Stakeholder Engagement and their new mantra â€Å"Save money, Live better† highlight their new emphasis on shared value and CSR. They have added several components to their business such as: †¢ Environmental Sustainability †¢ Increases in US manufacturing †¢ Woman’s Economic Empowerment domestic and international †¢ Hunger and Nutrition †¢ Diversity and Inclusion †¢ Veterans and Military Families †¢ Ethical Sourcing Wal-Mart is too large to fade into the night, but companies must adapt to the ever changing global changes technology and globalization bring. People have become more aware of their choices and Wal-Mart must adjust or people will shop elsewhere.

On ‘Mending Wall’ by Robert Frost

From the very title of this poem Robert Frost implies his intention of presenting an everlasting barricade in human relationship, symbolized by the image of a wall. Close analysis reveals a work that functions on many levels. On the surface, ‘Mending Wall' pictures a scene in which the narrator and his neighbor cooperate with one another to mend a cracked wall and then begin a reasoning dispute over the significance/insignificance of having a wall between them. However, as the poem develops, more underlying conflicts are unfolded which cast a different light on the scene before the readers. Frost takes on these issues to explore some of the more complex aspects of human relationship in modern days. The poem opens with a comment of the puzzled narrator about an unknown force that ‘sends the frozen-ground-swell under it/And spills the upper boulders in the sun', producing measurable gaps in the wall. By the use of an unlikely compound noun: ‘frozen-ground-swell', instead of a proper word, such as ‘ice' or ‘icicle', and the failure to relate the cracks as consequences of the former phenomenon the comment is likely to be the voice of a youth as well as a remark to the natural wonder. Then the depiction of gaps caused by hunters disrupts the scene and brings in a preliminary conflict within the narrator's mind; that is, ironically, the narrator approves only of natural cracks in a wall not the man-made ones. He reasons that man-made gaps are forceful, destructive and merely for a personal purpose: ‘To please the yelping dogs'. On the contrary, with the pausing effect of a Caesura as well as end stops and the use of words with long vowel sounds in a line followed closely by short vowel sounds in another: ‘To please the yelping dogs. The gaps I mean, [short vowel sounds; No one has seen them made or heard them made, long vowel sounds] But at spring mending-time we find them there,' the narrator expresses his wonder and admiration to a naturally-cracked wall. This preference foreshadows the narrator's calm but cold reaction on mending a wall at the end of the poem. In line 11, ‘But at spring mending-time we find them there', along with the rebirth of spring emerge gaps in a wall, coordinated reparation as well as a remarkable irony in ‘mending wall', all of which prepare the ground for the central conflict of modern human relationship. Acknowledged of the mending time the narrator and his neighbor gather together in order to fulfill gaps in a wall. At this stage, the two characters are unified as the first person plural ‘we', signifying the sense of unity and cooperation. This is indeed an irony; the narrator and his neighbor become cooperative in order to be separate: ‘[†¦] we meet [†¦] and set the wall between us once again'. In addition, the description of the reparation is ornamented with quick, joyful but thoughtless rhythm, following from repetitive use of enjambment and childlike metaphor: ‘Some [stones] are loaves and [†¦] balls'. Such playful words and rhythm characterize many childlike aspects of the narrator. He is initiative and enthusiastic: ‘I let my neighbor know beyond the hill'; he is imaginative in a childlike way: ‘Some are loaves and some so nearly balls/We have to use a spell to make them balance'. In fact, repairing a wall is a tough work: ‘To each the boulders that have fallen to each. [unstressed ending] †¦ †¦ †¦ †¦ We have to use a spell to make them balance: [unstressed ending] â€Å"Stay where you are until our backs are turned!† We wear our fingers rough with handling them. Oh, just another kind of outdoor game', hinted by such examples as the effect of interrupting uneasiness from continuous unstressed ending and some words, including ‘have to', ‘spell', and ‘rough', that connote hardship. While mending the wall, the narrator is, however, overwhelmed thoughtlessly with joyful physical recreation and sense of collaboration with his neighbor. Even though he has remarked somewhere that the wall is set up again, the narrator seems ironically ignorant to the fact that ‘mending wall' will later disunify his sense of ‘we', the togetherness between himself and his neighbor. Once he realizes it an argument will be unavoidable. At a particular point, ‘One on a side' , Frost allows his narrator a pause for reasoning thoughts by applying a long-vowel sound followed immediately by a Caesura. The pause as well as the subsequent statement: ‘It comes to little more', reports a wondering tone and suggests in some way that the narration is developing his intellectual maturity. He begins his first argument against the significance of ‘mending wall', saying innocently ‘My apple trees will never get across/And eat the cones under his pines'. He fails to argue his neighbor's murmur: â€Å"Good fences make good neighbors†, though. Further on the main conflict of a revolutionary mind versus a conservative one has fully developed, illustrating Frost's concerned awareness of mental gaps in modern relationship. The unified ‘we' has been split perpetually into two independent units: ‘I' the revolutionary and ‘He' the conservative. No longer a pleasant wonder, the ‘spring mending-time' has now become mischievous to the revolutionary mind. The narrator who once eagerly informed his neighbor of the mending-wall time would now prefer a world without borders and a neighborhood without ‘fences'. The narrator, having passed the verge of maturity, bursts out a train of spicy, reasonable arguments made firm and effective by the use of rhetorical questions and enjambment: â€Å"Why do they make good neighbors? Isn't it Where there are cows? But here there are no cows Before I built a wall I'd ask to know What I was walling in or walling out, And to whom I was like to give offense.† He views a ‘wall' no longer as a springtime recreation nor a symbol of neighborliness and collaboration. It is a sign of ‘offense', and he ‘wants it down'. Nonetheless, the narrator only ‘puts a notion [about the uselessness of a wall] in his [neighbor's] head' and refuses the use of force, even though he realizes that verbal encouragement may not work. The reason lies in his earlier detestation about the ‘work of hunters'. That is, the narrator regards himself as ‘apple orchard', polychromatic, fruitful trees of knowledge that make man civilized. Consequently, he would not degrade himself into the level of ‘yelping dogs' just to ‘have the rabbit(an intended metaphor for his neighbor) out of hiding'. He would rather have nature –as he could say â€Å"elves†Ã¢â‚¬â€œ take its course in destroying the wall. The central conflict does not come as an overt interaction, and the narrator's treatment towards his neighbor is courteous in a sense. But, it is not on the whole, for his remarks about the neighbor are somewhat cold and contemptuous. The narrator likens his neighbor who dare not ‘go behind his father's saying' to a gloomy, prickling pine tree with its inedible ‘cones'. Then an image of an ‘armed old-stone savage' is deployed to humiliate his incorrigible neighbor. Frost may be pointing out how a modern, revolutionary youth views conservatism in general, which is suggested as a step backward, a retreat into ‘darkness'. However, seeds of satire are also disseminated in the delineation of the rebelling narrator. The Fruit of Knowledge, which is compared to the revolutionary mind, is not only the cause of human intelligence but also that of human banishment from the Garden of Eden. Considering himself as civilized and assuming allegedly that his belief is unarguably correct, the narrator of the ‘Mending Wall' is somehow driven by pride when he ridicules his neighbor as a prehistoric savage. Moreover, such premises as the eating of ‘cones', the wandering of ‘cows' and the uselessness of a ‘wall' have their implication of materialism (Note that they are all materials and involve the gain/loss of benefits). Frost may intend to insert these defaults to make his subversive narrator less reliable and leave space for individual readers to judge according to their own favour. When finishing ‘Mending Wall' it is possible to assert that the poem is a microcosm of our changing world in which ones are gradually separated from the others as a result of ones' own bias, causing interminable gaps in human relationship. Portrayed in ‘Mending Wall' are the narrator, the revolutionary mind, who assumes arrogantly his superiority to others and his neighbor, the conservative mind, who possesses indestructible sense of stubbornness. Frost has implied that the roots of all trouble indeed lie within these two egocentric characters. The wall itself stands as an ironic symbol of integration or reconciliation and does not account for the disintegration between the narrator and his neighbor.

Running head: The significance of character

The strength of establishment as well as the efficient creation of the character as a literary element was significant in how the text creates an impact on its readers. In this paper, three literary texts would be discussed according to the excellent manner by which the characters were devised in the two short stories and the poem.Flannery O’Connor’s â€Å"A Good Man is Hard to Find† provided characters of good and evil manifesting in an individual. Ambrose Pierce wrote from two perspectives that reveal the personalities of the main character and the narrator in â€Å"An Occurrence at Owl Creek Bridge.† Finally, there was impeccable characterization that was exhibited in T.S. Eliot’s The Love Song of J. Alfred Prufrock.The two stories showed different pictures of death because of the characters that killed and were killed; one was that of evil and the other of an attempt to exemplify patriotism.â€Å"Prufrock,† on the other hand, presented a character that was like a dead man walking, he was alive in the poem, unlike the fate of the other two main characters in the stories, but he might as well be dead because of the despair and his struggle to find a place in the world. All of these three texts largely depended on the success of the characterization in order to produce a significant impact from the readers.They were works that held a place in literature because their characters were remembered to be unique and had stood from how the authors had carefully taken the time to exhibit their complexities and personalities.The CharacterThe character in literature could be a person, an animal or an object in a story, play or another other literary genre. There could many classifications for a character. In stories, some would be classified to be main characters, while others would be supporting characters and others miscellaneous ones.Those that were considered to be main characters were those that were directly involved in th e story. The story revolved around them or they make the story revolve.Authors could choose to develop their characters or reveal who their characters were in different ways. The writer could directly say at the beginning what the character was like in one time manner.   While in other time, it could be on an installment approach wherein the character’s personality would be revealed gradually as the story unfolds. Sometimes, the characters were revealed through the speech of the character.The characters could reveal their own characteristics. It could also be possible through the thoughts and feelings of the character. The author could also show this through the actions of the characters. The reaction of other people towards the characters also describes the personality or reveals the characterization.The goal of the writer of a text would be for the readers to see the characters to be believable and worth caring about (Card, 1988). Even if in some stories, characters were not real people, the writer must still develop the characters to be relatable or to be representative of people in society that would come close to the reader’s heart or recognition.Since literature was about significant human experiences, the character served as the connection between the story and the readers. They played the role of providing for the readers a better understanding of the diversity of human nature and human behavior.According to Card (1988), â€Å"people become, in our minds, what we seem them do†Ã‚   (p. 4).This was considered to be the strongest form of characterization. However, while in some stories this form of characterization was enough, the best form of characterization could not be based on what we instantly see.It was something that was formed from tying up the character’s motive, background, recognizing stereotypes, network or relationships, habits and patterns, talents and abilities, tastes and preferences, attitude and so on (Card , 1988).The character could be considered to be responsible for the thoughts and actions within a literary text. They must be seen to have one of the highest priorities in analysis when it came to literary elements because they served as mediums by which the reader truly gets the connection with the text.Without this connection, the text could not serve is purpose sufficiently. The characterization greatly influences the other elements in a literary work such as the theme, setting and tone.The lack of effectiveness in character development could confuse the writer’s intention for the plot and conflict, it could block the reader’s understanding for the them, it could basically ruin the entire experience that the writer would have want the reader to get from the literary text.When characterization was well developed, it would serve as the foundation for the formation of the plot and conflict, it would support the revelation to them, it would complement the setting and th e conflict, and thus it would make the text work.

Promotion Strategy

Table of Contents Sr No. | Title| P No. | 1. | Introduction| 2-5| 2. | Promotional Mix| 5| 3. | Sales process| 7-8| 4. | Advertising| 9-13| 5. | Other Methods| 14-15| 6. | Public Relations| 15| 7. | References| 18| Introduction What is promotional strategy ? Promotional strategy is the function of informing, persuading, and influencing a consumer decision. It is as important to non profit organizations as it is to a profit oriented company like Colgate-Palmolive. Some promotional strategies are aimed at developing primary demand, the desire for a general product category.For example, the Wisconsin Milk Marketing Board promotes natural cheese through advertisements without referring to any particular cheese maker. But most promotional strategies are aimed at creating selective demand, the desire for a particular product. Land O' Lakes campaign—†The taste that stands above. Land O' Lakes 4-Quart Cheese†Ã¢â‚¬â€is an example. The objectives of promotion, the component s of the promotional mix—personal selling, advertising, sales promotion, and public relations are discussed, and finally, the factors that influence marketers' decisions in selecting a promotional mix are explained.Objectives of Promotional Strategy Promotional strategy objectives vary among organizations. Some use promotion to expand their markets, others to hold their current positions, still others to present a corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product's value. An organization can have multiple promotional objectives.The National Pork Producers Council has developed â€Å"The Other White Meat† promotional campaign primarily to position pork as a white meat rather than a red meat. Other goals of the campaign include inc reasing the sale of pork and informing consumers that pork is low in calories and cholesterol, high in nutrition, easy to prepare, and versatile. To illustrate the versatility of pork, one advertisement in the campaign features 21 different pork dishes and offers consumers a free booklet for those and other pork recipes. Providing InformationIn the early days of promotional campaigns, when there was often a short supply of many items, most advertisements were designed to inform the public of a product's availability. Today, a major portion of advertising in the United States is still informational. A large section of the daily newspapers on Wednesdays and Thursdays consists of advertising that tells shoppers which products are featured by stores and at what price. Health insurance advertisements in Sunday newspaper supplements emphasize information about rising hospital costs.Industrial salespeople keep buyers aware of the latest technological advances in a particular field. Fashion retailers advertise to keep consumers abreast of current styles. Promotional campaigns designed to inform are often aimed at specific market segments. Warner Bros. Records, for example, created a compact disc advertisement targeted at the baby-boom generation. In explaining the purpose of the ad, a Warner executive said, â€Å"We believe that most boomers are unaware that our classic recordings of the 1950s, 1960s, and 1970s are on CD along with the current releases. The ad informs baby boomers that Warner releases not only contemporary recordings but also some of its best albums from previous years, including those by Fleetwood Mac, Van Morrison, and ZZ Top, on compact discs. Included in the ad is a list of classic recordings now available on compact discs. Differentiating the Product Marketers often develop a promotional strategy to differentiate their goods or services from those of competitors. To accomplish this, they attempt to occupy a â€Å"position† in the market t hat appeals to their target customers.Promotions that apply the concept of positioning communicate to consumers meaningful distinctions about the attributes, price, quality, or usage of a good or service. Positioning is often used for goods or services that are not leaders in their field. The advertisement for Murphy's Oil Soap in Figure 13. 2 is part of a promotional campaign The Murphy-Phoenix Company uses to differentiate its household cleaner from its much larger competition. While market leader Mr. Clean and other large competitors such as Top Job are promoted as â€Å"tough on dirt† cleaners, Murphy's Oil Soap is positioned as a gentle household cleaner.The positioning strategy is carried through in other ads in the campaign, in which caretakers of churches and opera houses emphasize the soap's gentle cleaning attribute. Increasing Sales Increasing sales volume is the most common objective of a promotional strategy. Some strategies concentrate on primary demand, others on selective demand. Sometimes specific audiences are targeted. In an effort to build the sales volume of its bodywear, Danskin developed an advertising campaign targeted at women age 18 to 44. Advertisements in the $3 million campaign, helped boost the sales of Danskin's adult garments by 30 percent in one year.The campaign theme—†All the World's a Stage†Ã¢â‚¬â€communicates the message that Danskin garments can be purchased not only for exercise and dance but also as everyday apparel. Stabilizing Sales Sales stabilization is another goal of promotional strategy. Sales contests are often held during slack periods. Such contests offer prizes (such as vacation trips, color televisions, and scholarships) to sales personnel who meet certain goals. Sales promotion materials—calendars, pens, and the like—are sometimes distributed to stimulate sales during off-periods.Advertising is also often used to stabilize sales. Hotels are crowded on weekdays with bu siness travelers, but these people go home on Friday. So many hotels promote â€Å"weekend packages† at lower rates to attract tourists and vacationers. A stable sales pattern allows the firm to improve financial, purchasing, and market planning; to even out the production cycle; and to reduce some management and production costs. The correct use of promotional strategy can be a valuable tool in accomplishing these objectives. Accentuating the Product's ValueSome promotional strategies are based on factors, such as warranty programs and repair services, that add to the product's value. Many Ford Motor Company advertisements promote specific car and light truck models. Some ads, however, are designed to promote Ford's 6-year, 60,000-mile powertrain warranty, while others concentrate on the Lifetime Service Guarantee offered by Ford dealers. These promotions point out greater ownership utility to buyers, thus enhancing the product's value. The Promotional Mix Firms use various elements to achieve their promotional objectives.Promotion consists of two components: personal selling and nonpersonal selling. Personal selling is a promotional presentation made on a person-to-person basis with a potential buyer. Nonpersonal selling consists of advertising, sales promotion, and public relations. The promotional mix is a combination of personal selling and nonpersonal selling. Marketers attempt to develop a promotional mix that effectively and efficiently communicates their message to target customers. Personal Selling For many companies, personal selling—a promotional presentation made on a person-to-person basis to a potential buyer—is the key to marketing ffectiveness. The promotional strategy of Merrill Lynch, a financial services firm, focuses on its 12,000-person sales force. Selling was the original method of promotion. Today, selling employs over 6 million Americans. The sales function of most companies is changing rapidly. In some cases, the change has been only cosmetic, such as when the title salesclerk is changed to account representative but the job function remains the same. Yet, many firms are making significant changes in their sales force. Sales duties have been expanded, and in some instances, the function itself has changed.The primary trend is toward increased professionalism on the part of sales personnel. Today's sales people act as advisors to their customers, helping them utilize more efficiently the items they buy. Sales Tasks Sales tasks vary significantly from one company or situation to another, but it usually includes three basic tasks: order processing, creative selling, and missionary selling. Order Processing: The task of order processing involves the receipt and handling of an order. Needs are identified and pointed out to the customer, and the order is processed.The handling of orders is especially important in satisfying customer needs. The Willamette Industries advertisement points out that t he firm's salespeople take a customer-oriented approach to order processing. They check the quality of the products their retail customers receive, know their customers' market, and ensure that products are available when customers need them. Route sales personnel for such consumer products as bread, milk, and soft drinks are examples of order processors. They check a store's stock, report the inventory level to the store manager, and complete the sale.Most sales jobs have at least a minor order-processing function. It becomes the primary duty in cases where needs are readily identified and acknowledged by the customer. Creative Selling: Sales representatives for most industrial goods and some consumer goods are involved in creative selling, a persuasive type of promotional presentation. Creative selling is used when the benefits of a good or service are not readily apparent and its purchase is being based on a careful analysis of alternatives. In new-product selling, sales people n eed to be very creative if initial orders are to be secured.Missionary Selling: An indirect form of selling in which the representative markets the goodwill of a company or provides technical or operational assistance to the customer is called missionary selling. For example, many technically based organizations, such as IBM and Xerox, provide systems specialists who consult with their customers. These people are problem solvers and sometimes work on problems not directly involving their employer's product. A person who sells a highly technical product may do 55 percent missionary selling, 40 percent creative selling, and 5 percent order processing.By contrast, the job of retail salespeople may be 70 percent order processing, 15 percent creative selling, and 15 classifying a particular sales job. The Sales Process Years ago, sales personnel memorized a sales talk provided by their employers. Such a canned sales presentation was intended to provide all the information the customer ne eded to make a purchase decision. The entire sales process was viewed as a situation in which the prospective customer was passive and ready to buy if the appropriate information could be identified and presented by the representative.Contemporary selling recognizes that the interaction between buyers and sellers usually rules out canned presentations in all but the simplest of sales situations. Today's professional sales personnel typically follow a sequential pattern, but the actual presentation varies according to the circumstances. Figure 13. 5 shows that seven steps can be identified in the sales process: prospecting and qualifying, the approach, the presentation, the demonstration, handling objections, the closing, and the follow-up. Prospecting and Qualifying: In prospecting, salespeople identify potential customers.They may come from many sources, such as previous customers, friends, business associates, neighbors, other sales personnel, and other employees in the firm. A re cent study indicated increased advertising in business publications results in more prospects for salespeople promoting industrial goods and services. In the qualifying process, potential customers are identified in terms of their financial ability and authority to buy. Those who lack the necessary financial resources or who are not in a position to make the purchase decision are given no further attention.The Approach: Salespeople should carefully prepare their approach to potential customers. All available information about prospects should be collected and analyzed. Sales representatives should remember that the initial impression they give prospects often affects the prospects' future attitudes. The Presentation: The presentation is the stage at which the salesperson transmits the promotional message. The usual method is to describe the good's or service's major features, highlight its advantages, and cite examples of consumer satisfaction. The Demonstration: A demonstration all ows the prospect to become involved in the presentation.Demonstrations reinforce the message communicated to the prospective buyer. In promoting some goods and services, the demonstration is a critical step in the sales process. Paper manufacturers, for example, produce elaborate booklets that their salespeople use to demonstrate different types of paper, paper finishes, and graphic techniques. The demonstration allows salespeople to show art directors, designers, printers, and other potential customers what different paper specimens look like when they are printed. Handling Objections: Many salespeople fear objections from the prospect because they view them as a rebuke.Actually, such objections should be welcomed, because they allow additional points in support of the sale and to answer questions the consumer has about the good or service to be presented by the sales representative. The Closing: The closing is the critical point in selling—the time at which the seller actua lly asks the prospect to buy the product. The seller should watch for signals that the prospect is ready to buy. For example, if a prospect starts discussing where the new equipment would fit in the plant system they are inspecting, it should give the sales agent a signal to attempt to close the sale.Effective closing techniques might be that the salesclerk can ask the prospect directly or propose alternative purchases. Or the salesperson may do something that implies the sale has been completed, such as walking toward a cash register. This forces the prospect to say no if they do not want to complete the sale. The Follow-Up: After-sale activities are very important in determining whether a customer will buy again later. After the prospect agrees to buy, the salesperson should complete the order processing quickly and efficiently and reassure the customer about the purchase decision.Later, the salesperson should check with the customer to determine whether the good or service is sat isfactory. Many firms employ telemarketers to conduct post-sale activities. Telemarketing: is a personal selling approach conducted entirely by telephone. Telemarketers employed by the Apple Bank for Savings in New York make follow up calls to customers to measure their reaction to the bank's services. Telemarketers also perform other functions in the sales process. At Apple Bank, they handle customer inquiries and help market the bank's financial services.For example, telemarketers call customers when their certificates of deposit are about to mature and suggest other savings alternatives. Advertising For many firms, advertising is the most effective type of nonpersonal promotion. Advertising is a paid, non personal sales communication usually directed at a large number of potential buyers. Firms in the United States account for about half of worldwide advertising expenditures. U. S. marketers spend more than $100 billion each year, or about $420 for each man, woman, and child.The nation's leading advertisers are Philip Morris; Procter & Gamble; General Motors; Sears, Roebuck; and Ford Motor Company, each of which spends more than $1 billion on advertising annually. Advertising expenditures can vary considerably from industry to industry and company to company. In the nonresidential general building contracting industry, for instance, advertising spending amounts to only two-tenths of 1 percent of sales. At the other extreme is the retail mail-order house industry, which spends 14 percent of sales on advertising. Types of AdvertisingThe two basic types of advertising are product and institutional. Product advertising involves the selling of a good or service. Advertisements for Nike Air shoes, Marriott hotels, and Packard Bell computers would be classified as product advertising. Institutional advertising: involves the promotion of a concept, idea, or philosophy, or the goodwill of an industry, company, organization, or government entity. For example, Texas p romoted tourism with the theme: â€Å"Visit a country where the natives are friendly and the language barrier is easily overcome. Institutional advertising by profit-seeking firms is called corporate advertising. A form of institutional advertising that is growing in importance, advocacy advertising supports a specific viewpoint on a public issue. Its purpose is to influence public opinion and/or the legislative process. Advocacy advertising is used by many nonprofit organizations. For example, advertisements by the National Rifle Association support Americans' constitutional right to keep and bear arms and speak out against the passage of gun-control laws.The Chemical Bank advertisement an example of a corporate advocacy advertisement. The ad expresses Chemical Bank's viewpoint concerning a current law that prohibits commercial banks from competing in the securities underwriting market. Advocacy advertising is sometimes referred to as cause advertising. Advertising and the Product Life Cycle Product and institutional advertising can be subdivided by its purposes: to inform, persuade, or remind. Informative advertising, intended to build initial demand for a product, is used in the introductory phase of the product life cycle.When Johnson ; Johnson introduced its Acuvue disposable contact lens—the nation's first disposable lens—it launched a massive advertising campaign directed at consumers and eye-care professionals to explain the health benefits of using the new product. Persuasive advertising attempts to improve the competitive status of a product, institution, or concept. It is used in the growth and maturity stages of the product life cycle. The Kinder-Care advertisement in Figure 13. 7 is an example of persuasive advertising. Since it was established in 1969, Kinder-Care used informational ads that promoted the centers' hours and programs.But now that the company has grown to almost 1,400 centers and competitors such as La Petite Academy, Children's World, and Gerber Children's Center have entered the market, Kinder-Care has shifted to a persuasive advertising approach. The theme of the campaign—†The Joys of Kinder-Care†Ã¢â‚¬â€promotes the idea of trust, which the firm's marketing research indicated was parents' major child-care concern. One of the most popular approaches to persuasive product advertising is comparative advertising, which makes direct comparisons with competitive products. Numerous companies have used comparative advertising in recent years.The Pepsi Challenge is an example of comparative advertising. Pepsi-Cola ads have used blind taste tests in which a majority of consumers choose Pepsi over Coca- Cola. Although Coca-Cola still leads the soft-drink market, the Pepsi Challenge helped increase Pepsi sales considerably. Reminder-oriented advertising, used in the late-maturity and decline stages of the product life cycle, attempts to keep a product's name in front of the consumer o r to remind people of the importance of a concept or an institution. Soft drinks, beer, toothpaste, and cigarettes are products for which reminder-oriented advertising is used.The Association of Railroads used an advertisement that began: â€Å"Today's railroads, America's great untapped resource. † Even police cars in some areas of the United States carry reminder-oriented themes such as â€Å"We protect and serve. † E. D. Bullard Company designed the poster shown in Figure 13. 8 to remind workers of the importance of wearing hard hats. Advertising Media All marketers face the question of how to best allocate their advertising expenditures. Cost is an important consideration, but it is equally important to choose the media best suited for the job. All media have dvantages and disadvantages; these are discussed in the sections that follow. Newspapers: Newspapers, with 26 percent of total advertising volume, are the largest of the advertising media. 9 Because newspaper advertising can be tailored for individual communities, local advertising is common. Newspapers also reach nearly everyone in the community. Other advantages are that readers can refer back to them, and they can be coordinated with other advertising and merchandising efforts. In fact, advertising is considered the third most useful feature in newspapers, after national and local news. A disadvantage is the relatively short life span.Television: Television ranks second overall to newspapers with 22 percent of all advertising volume, but it is the leader in national advertising. Television advertising can be classified as network, national, local, and cable. Television has a significant impact on potential customers despite its high cost. Mass coverage, repetition, flexibility, and prestige are other advantages. The medium's ability to reach huge audiences was demonstrated vividly by the 1989 Pepsi commercial featuring pop singer Micahael Jackson. The firm spent $5 million to beam the commercial to 250 million viewers in 40 nations, from Finland to the Philippines. The ad was pulled because of Michael Jackson’s image and legal problems. ) In addition to high cost, its disadvantages include the temporary nature of the message, some public distrust, and lack of selectivity in the ability to reach specific target market segments without considerable wasted coverage. Direct Mail: Direct mail is the third-leading advertising medium, with about 17 percent of total advertising expenditures. Its advantages include selectivity, intense coverage, speed, flexibility, complete information, and personalization. On the other hand, direct mail is extremely costly.It is also dependent on effective mailing lists, and it sometimes meets with consumer resistance. Radio: With 99 percent of all U. S. households owning on average five radio sets, radio is another important broadcast advertising medium. Radio, which accounts for 7 percent of total advertising volume, can be cla ssified as network, spot, and local advertising. Advantages of radio are immediacy, low cost, targeted audience selection, flexibility, and mobility. Disadvantages include the short life span of a radio message and a highly fragmented audience.Magazines: Magazines account for about 5 percent of advertising volume. Modern Maturity, with almost 20 million subscribers, is the nation's largest magazine in terms of paid subscriptions. It is followed by Reader's Digest and TV Guide, each with about 17 million subscribers. Advantages of magazines include selectivity, quality reproduction, long life, and prestige. The main disadvantage of magazines is that they lack the flexibility of newspapers and broadcast media, but the appearance of local advertising in various regional editions of national news magazines suggests that this problem is being overcome.Outdoor Advertising: One percent of total advertising expenditures are on outdoor advertising such as billboards. Its strength is in commu nicating simple ideas quickly. Other advantages are repetition and the ability to promote goods and services available for sale nearby. However, the message must be brief, and there are aesthetic considerations. Other Media Options: Other media include advertising in movie theaters and on airline movie screens. Recently, several firms such as Coca Cola, PepsiCo, Chrysler, and Hershey placed ads on videocassette movies.Many firms display their advertising message on trucks, while others use transit advertising. An advertising vehicle gaining in popularity is the hot-air balloon, used by organizations such as Maxwell House, Coors, Eastman Kodak, and the states of Maryland and Connecticut. These alternative media can be employed separately or in conjunction with advertising campaigns using more traditional media. Can you name the candy the space creature picked up in the film â€Å"E. T. â€Å"? Reeses Candy company's sales of Reeses Pieces went through the profit ceiling for this ex posure.As such, many other companies now pay thousands of dollars for this type of theatrical exposure and advertising. Sales Promotion Sales promotion consists of the forms of promotion other than advertising, personal selling, and public relations that increase sales through one-time selling efforts. Sales promotion was traditionally viewed as a supplement to a firm's sales or advertising efforts, but now it has become an integral part of the promotional mix. Expenditures for sales promotion total more than $100 billion each year. Point-of-Purchase Advertising (POP)Point-of-purchase advertising (POP) consists of displays and demonstrations promoting an item at a time and place near the location of the actual purchase decision, such as in a retail store. Video advertising on supermarket shopping carts is an example. POP can be very effective in continuing a theme developed by some other aspect of the firm's promotional strategy. Specialty Advertising Specialty advertising is the gi ving away of useful merchandise such as pens, calendars, T-shirts, glassware, and pocket calculators that are imprinted with the donor's name, logo, or message.Because the items are useful and are often personalized with the recipient's name, they tend to be kept and used by the targeted audience, giving the advertiser repeated exposure. Originally designed to identify and create goodwill for advertisers, specialty advertising is now used to generate sales leads and develop traffic for stores and trade show exhibitors. Trade Shows A trade show is often used to promote goods or services to resellers in the distribution channel. Retailers and wholesalers attend trade conventions and shows where manufacturers exhibit their lines. Such shows are very important n the toy, furniture, and fashion industries. They have also been used to promote the products of one nation to buyers from another. L. A. Gear used a trade show extravaganza to let retailers know about its diversified product lin e. The company, which originally produced a line of teenage fashion athletic footwear, expanded its offerings to include 80 women's shoe styles, a men's and a children's line, and an apparel collection. But most retailers carry a limited number of L. A. Gear styles compared to those of nationally recognized brand names such as Nike and Reebok.To build its brand recognition among retailers, L. A. Gear designed a trade show display replicating the city of Los Angeles, complete with a Beverly Hills Hotel and a 25-foot City Hall. The display includes a stage where dancers, gymnasts, and other performers entertained retailers attending the National Shoe Fair in New York and the Super Show, the trade show of the sporting goods industry. Don Wasley, L. A. Gear's vice-president of promotion, said, â€Å"When we created this trade show booth, it was to let the retailers know we'd arrived.We wanted them to take us seriously. Other Sales Promotion Methods Other sales promotion techniques incl ude samples, coupons, premiums, contests, and trading stamps. Most of these methods are used to introduce new products or encourage consumers to try a new brand. A sample is a free gift of a product distributed by mail, door to door, in a demonstration, or inside packages containing other products. Samples are particularly useful in promoting new products. PepsiCo used a novel sampling promotion to boost the market share of Pepsi Cola in Brazil.Young male students wearing T-shirts with the Pepsi logo dispensed Pepsi samples from refrigerated backpacks to beachgoers sunning themselves on the beaches of Rio de Janeiro. The promotion supported PepsiCo's â€Å"Taste of a new generation† advertising campaign in Brazil, where 50 percent of the population is younger than 20. A coupon is an advertising clipping or package inclusion stamps are similar to premiums in that they are redeemable for additional merchandise. Historically, they have been used to build loyalty to a certain ret ailer or supplier. Contests, sweepstakes, and games offer cash or merchandise redeemable by the customer.Offering what amounts to a small price discount, it can help get a customer to try a new or different product. Many retailers, including southern supermarket giant Winn Dixie, double the face value of manufacturers' coupons. In a recent survey comparing various methods of consumer promotion, 83 percent of respondents said coupons increased the value of their shopping dollar. The respondents gave sweepstakes and other sales promotion techniques much lower ratings. A premium is an item given free or at a reduced cost with the purchase of another product. Premiums are most effective when they relate in some way to the purchased item.To promote its new cinnamon-and-raisin biscuits and increase overall breakfast traffic, Hardee's fast-food restaurants offered the premium of a California Raisin figurine for 99 cents with the purchase of two biscuits. Sales during the four-week promotio n increased 18 percent, well above Hardee's goal of increasing sales 4. 5 percent. McDonals and Burger King promote theatrical releases through their â€Å"Kids Meals. † Trading as prizes to participating winners. The transit poster advertises an American Natural Beverage Corporation sweepstakes in which the grand prize is a 1957 Thunderbird Classic.The first person to spell â€Å"Cruisin†Ã¢â‚¬Ëœ by collecting specially marked bottle caps from Soho Natural Soda wins the car. Public Relations Public relations is an organization's communications with its various publics, such as customers, vendors, news media, employees, stockholders, government, and the general public. Many of these communication efforts have a marketing purpose. Johnson ; Johnson Health Care Company launched a five-year public relations campaign to educate the public on reducing childhood injuries.The Safe Kids program includes a free safety kit for children that contains Band-Aids and other J;J produc ts. The firm hopes the goodwill generated by the program will not only enhance its image as a caring and concerned company but also translate into more sales. â€Å"Building our image builds our business,† said a J;J executive. 14 Public relations is often used to supplement advertising and personal selling efforts. In some cases, however, public relations is used as a dominant element in a firm's promotional campaign. For example, in ddition to advertising, Paramount Pictures developed a public relations program to promote the Eddie Murphy movie â€Å"Coming to America. † The program was designed to change Murphy's image and broaden his appeal beyond his hard-core, young male fans. In the movie, Murphy plays a romantic and humorous leading man, a departure from his familiar tough-guy role in previous films such as â€Å"Beverly Hills Cop† and â€Å"Trading Places. † To stress the versatility of Murphy's talent, Paramount prepared publicity releases for n ewspapers and magazines and sent electronic press kits to television stations.These efforts resulted in extensive media coverage for the movie. For example, several magazines featured Murphy in cover stories, and radio stations gave the movie's soundtrack additional playing time. Selecting a Promotional Mix Selecting the appropriate promotional mix is one of the toughest tasks confronting marketers, but there are some general guidelines to assist in determining the relative allocations of promotional efforts and expenditures among personal selling, advertising, sales promotion, and public relations. These guidelines might be stated as a series of four rules.The first guideline is the decision whether to spend promotional monies on advertising or personal selling. Once this decision is made, the marketer needs to determine the level of sales promotion and public relations efforts. A second consideration is the market served by the good or service. For instance, a drill press is sold to the industrial market, so the manufacturer's strategy must emphasize the sales force. By contrast, California Raisins are sold to consumers; an effective advertising campaign is important to consumer products like raisins.The third rule deals with the value of the product. Most companies cannot afford to emphasize personal selling in marketing a low-priced item and instead choose advertising for the promotional strategy of goods like toothpaste, cosmetics, soft drinks, and candy. Higher-priced items in both industrial and consumer markets rely more on personal selling. Examples include time-share vacation condominiums and Boeing aircraft. Finally, the marketer needs to consider the time frame involved. Advertising is usually used to precondition a person for a sales resentation. An effective and consistent advertising theme may favorably influence individuals when they are approached by a salesclerk in a store. But except for self-service situations, a salesperson is typically in volved in completing the actual transaction. Advertising is often used again after the sale to assure consumers of the correctness of their selection and to precondition them for repeat purchases. Alternative Promotional Strategies The selection of a promotional mix is directly related to the promotional strategy the firm will employ.The marketer has two alternative strategies available to meet these goals: pushing strategy or pulling strategy. A pushing strategy is a sales-oriented approach. The product, product line, or service is marketed to wholesalers and retailers in the marketing channels. Sales personnel explain to them why they should carry this particular item or service. The marketing intermediaries are usually offered special discounts, promotional materials, and cooperative advertising allowances. In the last case, the manufacturer shares the cost of local advertising of the product or line.All these strategies are designed to motivate wholesalers and retailers to †Å"push† the product or service to their customers. The kiwifruit advertisement is an example of a pushing strategy. In it, the New Zealand Kiwifruit Authority suggests ways retailers can merchandise the fruit so consumers will buy it. A pulling strategy attempts to generate consumer demand for the product, product line, or service, primarily through advertising and sales promotion appeals. Most advertising is aimed at the ultimate consumer, who then asks the retailer for the product or service; the retailer in turn requests the item or service from the supplier.The marketer hopes that strong consumer demand will â€Å"pull† the product or service through the marketing channel by forcing marketing intermediaries to carry it. The General Foods advertisement for Maxwell House coffee in illustrates a pulling strategy. The ad announced a sales promotion that tied in with the Taste of Chicago outdoor food festival. Consumers who brought two empty coffee cans to the Maxwell Ho use cafe at the festival received $6 worth of free food tickets. The consumer pull influenced Chicago-area retailers to prominently feature the brand at their stores. With consumers edeeming about 49,000 empty cans, the promotion was so successful it produced record sales and moved the Maxwell House brand from third place to first in the Chicago market. Most marketing situations require the use of both strategies, although the emphasis can vary. Consumer products are often heavily dependent on a pulling strategy, while most industrial products are sold through a pushing strategy. References 1. Colton. M. Jo Ann (2000). The Entrepreneur's Guide to Business Basics 101; Advanced Marketing Technologie 2. http://www. smallbusiness. wa. gov. au/marketing-promotion-strategy/#selling