Organizational Development in HRD (Case Study) Research Paper

Organizational Development in HRD (Case Study) - Research Paper Example Moreover, she also thinks that she was given an ultimatum by her boss when he coerced her to continue with the client as no one else was free to take up. Kindred faces major ethical dilemma. She was presented as an expert of CQI which she asserts misrepresent her competencies and which are not adequate to resolve the problems of the client. But with her first meeting, she had also earned the trust and confidence of the client and who had given positive feedback to her company’s President. She believes that the company needs someone with technical know-how which she lacks. They are dilemma because she is caught between the obligations to her company and ethics of OD which are founded on honesty and openness. She believes that she is not equipped with competencies despite her academic qualifications in the area and therefore rather than looking it as an opportunity, she thinks she is backed into making a decision that is ethically wrong. I would have continued with the current client and used it as a platform for widening my experience and exploiting my core competencies in OD to solve the problems of the firms. OD has wide scope and CQI is inherently linked to the organizational development processes (Cummings & Worley, 2009). Streamlining various interactive process are key elements of CQI which can be achieved through evolving practices of evaluation. OD underpins the principles of optimal performance through evolving organizational culture that relies on constant learning environment, strong teamwork, leadership initiatives etc. (Langley et al., 2009). The major thrust of the problem resolution is to find the root cause which is achieved through critical assessment of program and processes that are measured against the defined goals. CQI fundamentally relies on the organizational processes and mechanisms to face challenges of time with creative input, turning adversities into new opportunities of

Swan Ice Arena Case Study Example | Topics and Well Written Essays - 250 words

Swan Ice Arena - Case Study Example Swan Ice Arena is an indoor ice rink that primarily catered to hockey groups. However, in the recent months, the manager, David Swan has opened the ice rink for public skating. Even though public skating was supposed to increase the revenues for Swan but at this point Swan has been unable to profit from the venture despite heavy investment in making the rink public. Public attendance in the rink is low despite Swan’s best effort. Swan has noticed that families and young children visit the area during the weekends and young couples are more eager to visit the rink during Fridays. However, Swan cannot limit the rink to these groups for specific days since he realizes that young children also visit during Fridays. The presence of young children during couple days discourages the couples to visit more often. At this time, Swan is unable to increase the visits and thus revenues have not increased for him despite his investments on the rink.  Swan Ice Arena is an indoor ice rink t hat primarily catered to hockey groups. However, in the recent months, the manager, David Swan has opened the ice rink for public skating. Even though public skating was supposed to increase the revenues for Swan but at this point Swan has been unable to profit from the venture despite heavy investment in making the rink public. Public attendance in the rink is low despite Swan’s best effort. Swan has noticed that families and young children visit the area during the weekends and young couples are more eager to visit the rink during Fridays. However, Swan cannot limit the rink to these groups for specific days since he realizes that young children also visit during Fridays. The presence of young children during couple days discourages the couples to visit more often. At this time, Swan is unable to increase the visits and thus revenues have not increased for him despite his investments on the rink. Evaluating the situation, a few recommendations could be made. Swan would bene fit by limiting Fridays for young couples by restricting the age limit to 14 years. Even though at this point of time, young couples do not visit the area much but when the place becomes known as a couple hangout joint, more people would be willing to visit and revenues would definitely increase. Since Generation Y that Swan at this time is trying to cater relies on word-of-mouth promotion (Perreault and Mc Carthy), Swan would benefit from it. Also Swan could allow these young couples to make song requests so that they are able to participate more fully in the area.

Nestlé Corporate Governance Business Principles

Nestlà © Corporate Governance Business Principles Nestle is a flat organisation with few levels of management and span of control was founded in 1866 by Henri Nestlà © at VeVey (Switzerland). Currently Nestle` is one of the worlds largest Nutrition, health and wellness company and committed to provide the best Nutritional food products around the world, moreover, in order to ensure company long term sustainable growth, Company constantly reviews its product portfolio and focuses on its efforts. Also better understand the need of customer, nestle monitor consumer panels by conducting research. Consequencely, success of Nestle is a reflection of clear define responsibilities, reflection of professionalism, responsible attitude of management, well defined objective as well as significant global leadership position Company Brands: The Nestlà © brand portfolio such as milk and dairy products, nutritions, weight management, performance and healthcare, breakfast cereals, ice cream, coffee and culinary products (prepared dishes, cooking aids, sauces) pet care, bottled water etc. practically cover all food and beverage categories. Many of them have leadership both locally and globally market and existed for several years, for instance S.Pellegrino the mineral water from Italy and Nestlà © Moà §a in Brazil, are l over 100 years old.The best-known global brands include Nescafà ©, Nestea, Maggi, Buitoni, Purina and Nestlà © itself other brands also sell in many countries for instance Milo, Nespresso, Nesquik, Kit Kat, Smarties, Polo, Friskies, Perrier and Vittel. It is considered that total number of brands including local and international reaches into several thousands Nestlà © Corporate Governance Management Management professional skills, Curiosity and open-mindedness as well as a high level of interest in other cultures, also commitment to continuous learning, improving, and sharing knowledge, also ability to motivate staff in order to contribute wider group performance and willing to take risks and maintain composure under pressure and involvement of each employee at all levels are concerned with continuously adding value to company. Business Principles Company business principles are based on fairness, honesty and sound human values also to follow local legislation, religious practices and culture, Therefore, company respect and follow all applicable local laws around the world. Company objective is to market and manufacture the products such a way to create long term value for business partner, shareholders, consumers, and employees, to ensure the highest standard of organisation Nestle believes legislation is the effective safeguard of responsible conduct Code of Business Conduct The Nestlà © Code of Business Conduct helps the continued implementation of the Corporate  Business Principles and the nature of this Code are designed to provide a frame of reference against all possible situations that may occur. Moreover the purpose of this code is to Employees should seek guidance when they are in doubt situation, act legally and honestly and avoid all those conduct which may damage Nestle reputation also give preference to Companys interests instead of personal or other interests. Compliance with laws, rules and regulations Conflicts of Interest Outside directorships and other outside activities Families and Relatives Corporate opportunities Insider trading Antitrust and fair dealing Confidential information Fraud, protection of company assets, accounting Bribery and corruption Gifts, meals, entertainment Discrimination and harassment Failure to comply Reporting illegal or non-compliant conduct Articles of Association Company amends new Articles of association in General meeting of 23 April 2009.Article of association consist of five main categories, which is as under  General  Article 1 Article 2 Corporate name; registered offices; Duration and Purpose. This category is consisting of two sub category or bias in which they explain company name, company registration and company purpose Share Capital. Article 3 Share capital Article 3bis Conditional share capital. On this section it has been explained the share capital of Nestle which is 100 000 000 registered shares and the value of each is CHF0.10 is worth CHF 10 000 000 (ten million Swiss francs). Also explain the shareholder rights to subscribe the new share and also point out the board of director power to may limit or withdraw the shareholder right to subscribe for new shares. Article 4 Share certificates; Dematerialised shares This article section has discussed the issue regarding registered shares or certificate. Moreover, it shows that valid certificate must be signed by two boards of directors, in case of cease shareholder have right to demand back the certificate at no cost. Article 5 Share register: This section of article has explained Recoganisation request of shareholder for voting right is based on company Recoganisation furthermore, registered shareholder with voting rights must have account owner and the minimum limit for voting right is more than 5 % of the share also Board of Directors shall announce regulations relating to the registration of nominees to ensure compliance with these Articles of Association. III. Organisation of Nestlà © Article 6 Powers of the General Meeting The firs article of this category has explained the power of General Meeting for instance: The General Meeting of shareholder will discuss the article of association also elect and remove the member of the board and approve the consolidated annual financial report also take all decisions which is by law and or under the articles of Association. Article 7 Annual General Meeting The Annual General Meeting held each year twice after the close of the financial year of Nestlà ©. Article 8 Extraordinary General Meeting 1 Extraordinary General Meetings convened by the Board of Directors on the request of shareholder whose holdings at least one tenth of the share capital. Article 9 Notice of General Meetings; Agenda 1 Extraordinary General Meetings convened by notice in the Swiss Official Gazette of Commerce with in twenty days before the date fixed also Shareholders may be informed by ordinary mail and allow one or more share holder whose combined represent at least 0.15 % of share capital allow request about the agenda of general meeting and made proposal . Article 10 Presiding officer; Minutes: The secretary of the board kept the minutes of General Meeting also Chairman or any member of the Board of Directors shall pre ­side and carry all procedural powers about General Meeting. Article 11 Voting rights; Proxies This article will explain that each recorded share with voting rights confers one Vote also in General meeting with respect to own shares or represented in excess of 5% shall be counted as one share holder. Article 12 Quorum and decisions This article will discuss about the voting and decision making process for instance duly constituted General Meetings irrespective of the number of shareholders or by the Articles of Association or law, also shareholders elections and resolutions will be decide by the majority of the shares represented. B. Board of Directors Article 14 15 Number of Directors and Term of office The Board of Directors shall consist of at least seven members also board shall be elected for a three years by the General Meeting. Furthermore each year board renewed by rotation also board will establish new order of rotation in the case of increase or decrease of board of director. Article 16 Organisation of the Board; Remuneration This article explains about board of director responsibility for instance the selection of chairman and voice chairmen also define board regulation and assignment of responsibilities. Article 17 Powers of the Board in general This article define the general power of board director can conduct business to the extent that is not within the board regulation or general meeting. Article 18 Specific powers of the Board the section of article define the board of director power for instance the board regulation, accounting and financial control, the appointment of new staff, the ultimate supervision, the preparation of business report , preparation of General meeting also the opening and closing of new and old branch office. Auditors Article 20 21 Number of Auditors; Term of office and Rights and duties of Auditors The auditor shall appoint for a term of one year in General Meeting and will verify the annual financial statement of company and submits this report in the General Meeting. Nestle- Nespresso AAA sustainable quality program Nestle has organised multi-stakeholder Programme in the coffee sector to introduce environmental, social and economical consideration in the supply chain for instance management of raw material from supplier to manufacturer or service provider to customer with improvement of environmental and social impact. Nestle Recent News. Nestlà © to sell remaining Alcon shares to Novartis 04 Jan 2010 Nestlà © S.A. has transfer the Alcon remaining 156,076,263 shares representing around 52% of the companys issued and outstanding share to Novartis, accordance with the contract agreed on 6 April 2008.Moreover, the reason for transfer the control are gradually based on three issues for instance, the divestment of Alcon the initial IPO of 23.25% in 2002, the sale of 24.8% in 2008 and the exercise of the call option by Novartis. Alcon was acquired by Nestlà © in 1977 for USD 280 million. Nestlà © opens global RD Centre to develop new generation of biscuits On 05-Jan-2010 Nestlà © has open a Global RD Center in Santiago de Chile. The New RD Center will help to reduce the sugar and fat level in biscuits also it will include bioactive ingredients and more lighter without compromising the biscuit quality to improve health quality Nestlà © to acquire Kraft Foods frozen pizza business Nestle has showed the agree ness to acquired Kraft food frozen business in the US and Canada on 05-January, 2010 for USD 3.7 billion in cash, the reason for this acquisition is that US is the largest pizza market in the world about 37 billion USD and business includes brands California Pizza, DiGiorno, Tombstone, Jacks and Delissio, therefore this acquisition will provide a strong strategic pillar in the US and Canada where the company already established a leadership in dishes and hand held products such as Lean Cuisine, Buitoni, Lean Pockets, Stouffers and Hot Pockets Consequently on 01 March 2010 after completion of closing conditions Nestlà © has concluded the acquisition of Kraft Foods frozen pizza According to Paul Bulcke, CEO of Nestlà © This acquisition bringing together a selection of great US and Canadian brands and also enhances Nestlà ©s frozen food activities in North America where Nestlà © only had a minor presence until no Brands Nestlà © markets its products in 130 countries across the world Nestlà © manufactures around 10,000 different productsand employs some  250,000 people Nestlà © sells over  a billion products every day Around 3,500 people from  over 50 countries work in  Nestlà ©s worldwide network  of 17 research, development  and product testing centres. The Nestlà © Research Center  in Switzerland is our major  think-tank. Its a constant  source of new ideas and  scientific knowledge that  feeds the pipeline for all  Nestlà © products. It covers over 100 different  professional areas   including nutritional  science, the life sciences,  raw materials, ingredients  and production processes. Appendix No 1: Article of Associations General Article 1 Article 2 Corporate name; registered offices; Duration and Purpose. This category is consisting of two sub category or bias in which they explain company name, company registration and company purpose Share Capital. Article 3 Share capital Article 3bis Conditional share capital. On this section it has been explained the share capital of Nestle which is 100 000 000 registered shares and the value of each is CHF0.10 is worth CHF 10 000 000 (ten million Swiss francs). Also explain the shareholder rights to subscribe the new share and also point out the board of director power to may limit or withdraw the shareholder right to subscribe for new shares. Article 4 Share certificates; Dematerialised shares This article section has discussed the issue regarding registered shares or certificate. Moreover, it shows that valid certificate must be signed by two boards of directors, in case of cease shareholder have right to demand back the certificate at no cost. Article 5 Share register: This section of article has explained Recoganisation request of shareholder for voting right is based on company Recoganisation furthermore, registered shareholder with voting rights must have account owner and the minimum limit for voting right is more than 5 % of the share also Board of Directors shall announce regulations relating to the registration of nominees to ensure compliance with these Articles of Association. III. Organisation of Nestlà © Article 6 Powers of the General Meeting The firs article of this category has explained the power of General Meeting for instance: The General Meeting of shareholder will discuss the article of association also elect and remove the member of the board and approve the consolidated annual financial report also take all decisions which is by law and or under the articles of Association. Article 7 Annual General Meeting The Annual General Meeting held each year twice after the close of the financial year of Nestlà ©. Article 8 Extraordinary General Meeting 1 Extraordinary General Meetings convened by the Board of Directors on the request of shareholder whose holdings at least one tenth of the share capital. Article 9 Notice of General Meetings; Agenda 1 Extraordinary General Meetings convened by notice in the Swiss Official Gazette of Commerce with in twenty days before the date fixed also Shareholders may be informed by ordinary mail and allow one or more share holder whose combined represent at least 0.15 % of share capital allow request about the agenda of general meeting and made proposal . Article 10 Presiding officer; Minutes: The secretary of the board kept the minutes of General Meeting also Chairman or any member of the Board of Directors shall pre ­side and carry all procedural powers about General Meeting. Article 11 Voting rights; Proxies This article will explain that each recorded share with voting rights confers one Vote also in General meeting with respect to own shares or represented in excess of 5% shall be counted as one share holder. Article 12 Quorum and decisions This article will discuss about the voting and decision making process for instance duly constituted General Meetings irrespective of the number of shareholders or by the Articles of Association or law, also shareholders elections and resolutions will be decide by the majority of the shares represented. Board of Directors Article 14 15 Number of Directors and Term of office The Board of Directors shall consist of at least seven members also board shall be elected for a three years by the General Meeting. Furthermore each year board renewed by rotation also board will establish new order of rotation in the case of increase or decrease of board of director. Article 16 Organisation of the Board; Remuneration This article explains about board of director responsibility for instance the selection of chairman and voice chairmen also define board regulation and assignment of responsibilities. Article 17 Powers of the Board in general This article define the general power of board director can conduct business to the extent that is not within the board regulation or general meeting. Article 18 Specific powers of the Board the section of article define the board of director power for instance the board regulation, accounting and financial control, the appointment of new staff, the ultimate supervision, the preparation of business report , preparation of General meeting also the opening and closing of new and old branch office. Auditors Article 20 21 Number of Auditors; Term of office and Rights and duties of Auditors The auditor shall appoint for a term of one year in General Meeting and will verify the annual financial statement of company and submits this report in the General Meeting. Nestle- Nespresso AAA sustainable quality program Nestle has organised multi-stakeholder Programme in the coffee sector to introduce environmental, social and economical consideration in the supply chain for instance management of raw material from supplier to manufacturer or service provider to customer with improvement of environmental and social impact. Title: Nestle Nespresso AAA sustainable quality program: an investigation into the governance dynamics in a multi-stakeholder supply chain network Author(s): Gabriela Alvarez, Colin Pilbeam, Richard Wilding Journal: Supply Chain Management: An International Journal Year: 2010 Volume: 15   Issue:2   Page: 165 182 DOI: 10.1108/13598541011028769 Publisher: Emerald Group Publishing Limited NOTABLE FACTS Nestle is the top four water bottling companies in the world Moreover Nestle control one third bottled water market in America and sell water under 70 different brands name. Nestle Claims that Bottled water sales contributes to the plastic waste problem on the contrary. Nestlà © has been criticized for its marketing of infant formula in countries where potable water is scare also leading to reduction in breast feeding and increased risk of infants and also repeatedly sued for false advertising of its products and the impacts of its bottled water operations in different communities. according to a 2006 global survey of online consumers by the Reputation Institute, Nestlà © has a reputation score of 70.4 on a scale of 1-100. THE MODE OF INTERNATIONAL OPERATION (Source Nestlà © Fact book, Nestlà ©, 2007) MERGERS ACQUISITIONS Key Dates 1866 Company Founded 1905 Merger between Nestlà © and Anglo-Swiss Condensed Milk Company 1929 Merger with Peter, Cailler, Kohler Chocolats Suisses S.A. 1947 Merger with Alimentana S.A. (Maggi) 1969 Vittel (equity interest) 1971 Merger with Ursina-Franck1974LOrà ©al (equity interest) 1977 Acquisition of Alcon (2002: partial IPO) 1985 Acquisition of Carnation 1988 Acquisition of Buitoni-Perugina 1988 Acquisition of Rowntree 1992 Acquisition of Perrier 1998 Acquisitions of San Pellegrino and Spillers Petfoods 2000 Acquisition of PowerBar 2001 Acquisition of Ralston Purina 2002 Acquisition of Schà ¶ller and Chef America 2003 Acquisition of Mà ¶venpick, Powwow and Dreyers 2004 Acquisition of Valio (ice cream activities) 2005 Acquisition of Wagner, Protà ©ika, Musashi JOINT VENTURES Key Dates 1974 LOrà ©al 1981 Galderma (joint venture with LOrà ©al) 1990 Cereal Partners Worldwide (joint venture with General Mills) 1991 Beverage Partners Worldwide (formerly CCNR) (joint venture with Coca Cola) 2002 Dairy Partners Americas (joint venture with Fonterra) Laboratories innà ©ov (joint venture with LOrà ©al) STRATEGIES ADOPTED TO REDUCE POLITICAL, OPERATIONAL AND ADMINISTRATIVE VULNERABILITIES Corporate Business Principles (International)(Source: Nestlà © Corporate Business Principles Document, Third Edition, September 2004, Nestlà © S.A., Public Affairs. Nestlà © is committed to the following Business Principles in all countries, taking into account local legislation, cultural and religious practices: Nestlà ©s business objective, and that of management and employees at all levels, is to manufacture and market the Companys products in such a way as to create value that can be sustained over the long term for shareholders, employees, consumers, business partners and the large number of national economies in which Nestlà © operates; Nestlà © does not favor short-term profit at the expense of successful long-term business development, but recognizes the need to generate a healthy profit each year in order to maintain the support of our shareholders and the financial markets, and to finance investments; Nestlà © recognizes that its consumers have a sincere and legitimate interest in the behavior, beliefs and actions of the Company behind brands in which they place their trust, and that without its consumers the Company would not exist; Nestlà © believes that, as a general rule, legislation is the most effective safeguard of responsible conduct, although in certain areas, additional guidance to staff in the form of voluntary business principles is beneficial in order to ensure that the highest standards are met throughout the organization; Nestlà © is conscious of the fact that the success of a corporation is a reflection of the professionalism, conduct and the responsible attitude of its management and employees. Therefore recruitment of the right people and ongoing training and development are crucial; Nestlà © operates in many countries and in many cultures throughout the world. This rich diversity is an invaluable source for our leadership. No single document can capture every legal obligation that may be required in each of these countries. Indeed, there may be conflicting legal requirements. Nestlà © continues to maintain its commitment to follow and respect all applicable local laws in each of its markets. If an interpretation of anything contained in Nestlà ©s Corporate Business Principles is construed as contrary to local laws, such interpretation should not be followed in that country. 1. Customer Meeting Consumers Needs: Nestlà © aims to create value that can be sustained over the long term by meeting consumer needs for nutrition, enjoyment, and quality they can trust. Nestlà ©s Communication with consumers is based on the following Basic Principles: Nestlà © consumer communication should reflect moderation in food consumption, and not encourage over-eating. This is especially important regarding children. Wherever possible, we should show children in healthy energetic pursuits and avoid the portrayal of an inactive lifestyle combined with unhealthy dietary patterns. 3. Nestlà © consumer communication must be congruent with healthy, balanced diets. Our advertising must not imply the replacement of meals with indulgence or snack foods, nor encourage heavy snacking. 4. Nestlà © is committed to advertising to children in a way that does not undermine the authority, responsibility, or judgment of parents or care providers. It must not encourage pester power. 5. Nestlà © advertising to children must not portray children in unsafe situations nor encourage them to accept invitations from people they do not know. 6. Nestlà © consumer communication about health benefits of products must have a sound nutritional basis. 7. Nestlà © consumer communication should not exploit violence, bad manners, or profanity. Its content must reflect good taste in a given country and culture. It should not depict attitudes that are discriminatory or offensive to religious, ethnic, political, cultural, or social groups. 8. Nestlà © communications must not show or encourage the consumption of our products in a way that could be considered dangerous. 2. Infant Health and Nutrition When Henri Nestlà © developed his milk food for babies over 130 years ago, it saved the life of a baby who could not be breast-fed. Nestlà ©s invention responded to the need for a nutritionally safe alternative to breast milk. Today, Nestlà © research and development creates high quality infant formula products for use when an alternative to breast milk is needed that is specifically nutritionally adapted. Nestlà © also offers superior complementary (weaning) foods.Henri Nestlà © also insisted that every mother able to breast-feed should do so. This principle is still the cornerstone of Nestlà © policy today, and is in line with the aim of the International  (WHO) Code of Marketing of Breast-milk Substitutes, which was adopted by the  World Health Assembly  in 1981. The International Code recognizes a legitimate market for breast-milk substitutes and provides recommendations to governments on how its marketing should be regulated. Therefore Nestlà ©:- encourages and supports breastfeeding as the best start in life;  carries out research and development aimed at the constant improvement of infant formula products for use when a safe alternative to breast milk is needed;- ensures that its infant food marketing practices conform strictly to national legislation, regulations, or other measures taken by governments to give effect to the aim and principles of the International Code.In addition, in all developing countries, whether or not their governments have taken action to fully implement the International Code, Nestlà ©:- gives detailed instructions to its staff on how to implement the International Code; provides a summary of its policy for the information of employees and the public in the form of the Nestlà © Instructions, which is transl ated into many languages; regularly conducts training of employees to ensure complete understanding of the Companys responsibilities under the International Code; Company on potential non-compliance with the International Code in a confidential way, outside line management structures. In each country the designated ombudsman investigates and reports alleged violations of the International Code directly to a member of the Nestlà © S.A. Executive Committee at the Companys global headquarters; Nestlà © is a founding member of the  International Association of Infant Food Manufacturers (IFM), which was formed to facilitate industry dialogue with  WHO  and governments, and to encourage responsible marketing standards for the infant food industry Human Rights Nestlà © fully supports the  United Nations Global Compacts  two guiding principles on human rights. Nestlà © therefore: Supports and respects the protection of international human rights within its sphere of influence (Principle 1) and Ensures that its own companies are not complicit in human rights abuses (Principle 2)Nestlà © aims to provide an example of good human rights practices throughout its business activities and has an interest in encouraging the improvement of social conditions, which are an important factor for sustainable development. Nestlà © also recognizes that governments are ultimately responsible for the establishment of a legal framework for protecting human rights within their markets. Nestlà © expects each market to respect and follow the local laws and regulations concerning human rights practices Nestlà © fully supports the  United Nations Global Compacts  four guiding principles on labor. Nestlà © therefore upholds:Freedom of association and the effective recognition of the right to collective bargaining (Principle 3) The elimination of all forms of forced and compulsory labor (Principle 4)The effective abolition of child labor (Principle 5)The elimination of discrimination in respect of employment occupation (Principle 6) Nestlà © also respects the local laws and regulations applicable to human resources in each of its markets. Human Resource Policy is also set by the local markets, which must follow local legal requirements. Nestlà © regards its personnel as its most valuable asset. Involvement at all levels starts with open communication, whether on specific aspects of the business, or about the activities of the Company in general. Suggestions for changes and proposals for improvements of Nestlà ©s practices are encouraged.

Cathedral Essay -- essays research papers

Cathedral The story is about a blind man who visits a married couple. He is an old friend of the wife, but the husband does not look forward to see the blind man (called Robert) because he does not know what to expect. He has never known any blind persons and his picture of these is based on a very little foundation. He has a lot of prejudices against Robert, but during his visit he changes his opinion about him. While watching TV together they get each other to know better and the husband finds out that he actually likes his company. They watch a program about cathedrals and while talking about cathedrals, Robert says that he does not even know how a cathedral looks like. The husband tries to explain what a cathedral is and how it is built, but Robert does not understand it. Therefore he suggests that they can draw one together. In that way Robert gets a picture of a cathedral in his mind and even though it is not as good as seeing it with his own eyes, it is good enough to give him an idea o f what a cathedral is. I think there are may different themes in this short story. For instance, I think that prejudices is one of the main themes which is shown through the husband’s way of react, when he hears that a blind man is coming. Because he does not know what to expect, he imagines a man, totally different, who does not have the same habits or knows the same thing as “normal'; people. “I remembered having read somewhere that the blind did not sm...

Facebook the Negative Effects Essay

Thirteen-year-old Megan Meier hanged herself after being cyber bullied on MySpace by Josh Evans—not a real boy, it turned out, but a creation of neighbors. According to Oprah.com, Social networking has become a part the daily lives of Americans both young and old. The digital age that America finds itself in has made online social networking a top resource for communication. It is the ultimate test of ego, a new social acceptance, a place of danger, a growing addiction and obsession and over the past six years; social networking sites have become a social and cultural phenomenon. In the words of Noel Sheppard, It creates electronic relationships and makes it easy for a â€Å"friend† to misrepresent themselves under the â€Å"protective umbrella of anonymity†. It places distance between people who could communicate in person but instead choose to communicate online. Although social networking sites are increasing interactions among friends and family, it is decrea sing the quality of human interactions in real life. Social networking has facilitated communication, commerce, and information distribution. However, the downside to the social networking has become the topic of recent studies because of the rise of digital media and the ways the computer has penetrated human society. Popular social networking sites such as Facebook, Twitter, and MySpace, have caused many children to become obsessed and addicted, resulting in being incapable of having real conversations with people, to a larger effect, it is harming their health and work ethic in classrooms and the average teen now spends on average nine hours per week on social networking sites. This accumulates to 18 days out of the 365 days of the year. Those 18 days spent sitting on a chair in front of an artificial communicating device, an average person could walk from Los Angeles to San Francisco and back. Due to social networking sites, young teens are encountering alarming and harmful changes in their brains, and constant exposure to buzzing noises and bright lights, can cause shorter attention spans. Moreover, social networking sites are not only are harming the brains of children but it is resulting in low grades and low self-esteem. Furthermore, teachers are noticing that their student’s work is suffering because they constantly spend time on social networking sites rather than focusing on their homework. According to BBC News, 58% of teachers said that their children’s spelling was becoming worse and worse as  they enter the â€Å"digital age.† Spokeswoman Janie Burt asserts that â€Å"Rather than relying on life experiences, educational travel and face to face interaction with others, children are becoming obsessed with social networking sites and this is shaping their attitudes instead.† Online communicating is shaping our society into socialization, depression, and incapability to establish real life relationships. The distinction between genuine friends and acquaintances is becoming blurred. Users are spending time maintaining relationships with people with whom they do not really care. Cyperbullying has become more proliferated through social networking sites than emailing and text messaging. According to Procon.org, statistics show that 17.3% of middle school students have been victims of cyperbullying. Victims, often teens and young children experience lowered grades, self-esteem, and symptoms of depression. Social networking sites reveal personalities that are more â€Å"polished† and â€Å"bolder† thus creating a veiled stranger. Alex Gilbert, a teacher of creative writing, was puzzled that his friend- â€Å"a particularly masculine-type dude†- who is interested in metal bands and motorcycles, posts videos on Facebook of â€Å"uber cuteâ €  kittens (Sheppard 2). Topics discussions like these that are on social networking sites are not subsistent for real life conversations. Social networking also allows passive-aggressive behavior. Virtually anything can be said behind a screen. Furthermore, social networking sites have evolved into a social acceptance, a basic necessity for the common American and you can even be seen as rude or unprofessional to ignore this new evolved media. Because real personal socializing has decreased, people are becoming socially isolated and even parents and couples are spending less time with their loved ones because they use internet social networking as a tool of communication. One 35-year-old woman even discovered her husband was divorcing her via Facebook. Conference organizer Emma Brady was distressed when she read that her marriage was over when her husband updated his status on the site to read: â€Å"Neil Brady has ended his marriage to Emma Brady. Facebook, the most widely used social networking site has over 90 million users in the United States and over 300 million worldwide. Certainly, social networking sites are increasing interactions among friends and family, but it is decreasing the quality of real personal interactions. Social  networking sites were not developed to help people connect and improve their lives, but rather, so companies can make money by advertising to them. A statistic from procon.org states that advertisers in the U.S. spent almost 1.4 billion dollars to place advertisements on social networking sites in 2008. Social networking sites also have an effect on politics. In the presidential election of 2008, candidates campaigned to voters with many different types of sites. On November 3, 2008, the day before the Election Day, Democratic presidential candidate Barack Obama had 2,379,102 Facebook fans while Republican candidate McCain had 620,359 according to procon.org. This illustrates the effect social networking can have on all aspects of social and even political life. As online communication gradually destroys our society, the problem is not only the tools we use to communicate, but it is what we choose to expose online that can be harming. Based on an article written by Melissa Ridenour, a poorly responsible driver crashed his car and posted on his Facebook wall â€Å"I’m not an alcoholic, I’m a drunkaholic† which later that very information he posted, was used to prosecute him in court. Sharing your personal information on social networking sites can create higher risks of robbery and invasion of security and privacy. In just recent cases, police, colleges, and schools are supervising MySpace and Facebook pages to obtain personality behaviors and conduct. Due to this, thousands of social network site users have lost their jobs or failed to launch new ones. What we choose to reveal online can be easily seen by predators. Such personal information is all that is needed for your identity to be stolen. According to procon.org, in February 2009, MySpace identified 90,000 sex offenders with profiles on the site. A statistic from the Internet Safety Technical Force says that 43% of online sexual solicitors were under the age eighteen and 30% were between eighteen and twenty, while the other nine percent were over the age 21. Thirteen-year-old Megan Meier’s death was not caused by a real person, but by an artificial world of social networking that creates danger, isolation, and harm to every element in society. Although proponents of social networking argue that online interaction connects people with friends and family around the world, society has turned social networking sites into toxic time carnivores. When balanced on a scale, social networking is  overweighed with negative effects. Like millions of users worldwide, Social networking has become part our daily lives but we cannot let it sink our society into the trap of the digital age.

Buyers Behaviour Virgin Atlantic

Applied Buyer Behavior in Global Context Module Code: MGT 5A1 Applied Buyer Behavior in Global Context Module Code: MGT 5A1 Analysis of Virgin Atlantic Commercial 2010. Available link at: http://youtu. be/lGyp1I39eho Module tutor: Jenny Bratherton Word Count: 2606 Analysis of Virgin Atlantic Commercial 2010. Available link at: http://youtu. be/lGyp1I39eho Module tutor: Jenny Bratherton Word Count: 2606 By Maria Timchenko By Maria Timchenko Table of Contents: 1.Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. page 3 2. Target Market†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. page 3 3. Service offered†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 4 4. Seasonality†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦. page 4 5. Positioning of the commercial†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦page 5 6. Reason for the commercial†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. page 5 7. Perception†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 5 8.Persuasive analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦page 7 9. Buying process†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. page 10 10. Involvment levels and risk perception†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 10 11. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦page 11 12. References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. page 12 1) Introduction. This essay will analyze the advertising campaign of Virgin Atlantic 2010. Richard Branson founded Virgin Atlantic in the early 1980s.Originally it was called British Atlantic Airways, later changed to Virgin Atlantic Airways. The first flight was from Gatwick to Netwark on the 22nd of June 1984 (Virgin Atlantic, 2012). The company launched a ? 6 m advertising campaign in 2010, which was James Bond themed (Guardian, 2010). The new advertisement helped the company recover from the recession. Now I will examine how exactly it was achieved and what methods were used to obtain the best performance of the advertisement. 2) Target Market.Market segmentation is a way of separating the consumers into different sections by their shared needs and personalities (Le on. G, 2010, p. 28). The needs and values depend from person to person according to his culture (Leon. G, 2010, p. 366). The VALS (values and lifestyles) segmentation system clearly shows the type of audience this commercial is aiming at (Leon. G, pp. 84). This system divides consumers into eight distinctive subcategories, which consist of: thinkers, achievers, experiencers, believers, strivers and makers.The subcategories this advertisement will appeal to are: innovators because they are receptive to new technologies and who can experience the innovated technologies at a Virgin Atlantic flight; achievers because they are goal oriented consumers who like to display success to their piers, which they can display by flying Virgin Atlantic as it is high class airlines; experiencers because they like to spend their income on fashion, socializing and entertainment which Virgin Atlantic offers through great service, food, entertainment and their flights are considered as ‘trendyâ₠¬â„¢.The social comparison theory states that the consumer with higher purchase ability tends to have a higher status; this is a proof why achievers like to spend on luxurious products and services (Leon. G, 2010, p. 338). This commercial appeals to all the five effective target-marketing segments (Leon. G, 2010, p. 73). It is identifiable as it clearly distinguishes the shared needs, age and gender of the consumer. The consumer is a businessman or career orientated workingwoman who prefers high-class service. The age would appeal to Generation Y that is born from 1980 and on wards (Leon.G, 2010, p. 410). The Generation Y spends 150 billion annually and is into innovation and luxury while Generation X is considered as ‘sophisticated’ group. Virgin Atlantic Airways allows children ages 5 and above to travel or should be accompanied by an adult (16+). Pets are accepted if they accompany a disabled person (Virgin Atlantic, 2012). 3) Service offered. The marketing mix shows what kind of service/product is offered by dividing the elements to: product, price, place and promotion (Leon. G, 2010, p. 58).The service being offered is not just a flight from one destination to another; it is an experience at a high-class level of the Virgin Atlantic flight where the costumer will be served at a high class, with security, entertainment and with maximum comfort. It is a high-involvement purchase, which requires considerate thought and cognitive process, as the price is high (Leon. G, 2010, p. 231). The flight can be purchased online or at a flight ticket office. The company offers promotion such as: flying club card, ticket sales and discount codes/vouchers (Virgin Atlantic, 2012).The price and quality relationship the company has is low- price tickets in comparison with their competitors and with a high-class service. 4) Seasonality. The time of placing the advertisement is very important, as there are competing companies to take into consideration. The order effect research has shown that the advertisements presented first (primacy effect) and last (regency effect) has a greater effect on the consumer (Leon. G, 2010, p. 302). The release date was 26 October 2010, which was a great push to recovery from recession. British Airways and American Airlines are the biggest competitors.American Airlines released their commercial in May 2010, which had a primacy effect where as Virgin Atlantic Airlines gained a regency effect. The James Bond 007 Blood Stone video game was released on 5th of November 2010(IMDB, 2010). This shows that the commercial was released 10 days before the release date of the game. This strategy used by Virgin Atlantic is a very clever marketing move, as their advertisement is James Bond themed and during that period of time all sorts of media (TV, newspapers, online, word of mouth and billboards) had James Bond game advertisements.Virgin Airlines got increased attention to their advertisement by publishing their advertise ment at time coinciding with Blood Stone’s release. 5) Positioning the commercial. The advertisement is transmitting through mass media as well as through new (non traditional) media (Leon. G, 2010, pp. 294-296). The commercial is played on TV where it addresses wide range of consumers (i. e. via mass media) and through YouTube where it is addressable and interactive, while response – measurable.It was also played during the flights on the Virgin Atlantic TV channel where it exclusively targets its audience (i. e. via target media). 6) Reason for the commercial. The consumer behavior consists of searching for, purchasing, using, evaluating, disposing of products and services that in their belief will fulfill their wants (Leon. G, 2010, p. 23). The commercial was created in order to persuade and make aware the audience of the fact that the service being offered by the airlines is luxurious, entertaining and high-class, to convince that this kind of service will satisfy there needs. ) Perception. â€Å"Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. †(Leon. G, 2010, p. 175) This advertisement appeals to emotional motives, which are affection, status and pride in this case (Leon. G, 2010, p. 110). The advertisements mood is sexually charged and is putting the buyer into a state of excitement by: James Bond themed music and graphics, illustrations of high-class adventure and good-looking actors in the commercial.Abraham Maslow created the Maslow’s Hierarchy of Needs, which identifies the five basic levels of human needs (Maslow, 1987). The advert is aiming to satisfy all the five needs of the potential consumer. Egoistic needs will be satisfied during the flight on these airlines, as it is illustrated as a prestigious flight. Egoistic needs include the need of good reputation, status and recognition from others, which advert convi nces that the consumer will have, if he/she chooses Virgin Atlantic Airways.Need of Self-Actualization will be satisfies as shown in the advert, by flying on this flight the customer will feel self-actualized by getting high-class service which he/she deserved or earned themselves. Social Needs are to be satisfied by communication with good-looking staff. The Virgin Atlantic cabin crew was voted as the most attractive staff in the whole world by the surveys of travelers (Daily mail, 2011). Richard Branson has always stated that the appearance of the flight crew must be important in order make the customers enjoy a memorable flight.Cabin staff of Virgin Atlantic Airlines are told that: ‘You'll be the face of the airline. As such, your grooming should always be immaculate – even after a long, tiring flight’ (Daily mail, 2011). As flying on an airplane has a small risk of security, the advert is aiming to convince that their flight is safe and is a pleasant experien ce where there is nothing to worry about. Physiological needs will be satisfied by the high-class food and beverage service that would be offered during the flight by good-looking staff.Air and shelter will also be present, as the designed with up to date technology. This commercial is aimed at visual consumers that prefer and take information better through visual images or messages as sources of information (Leon. G, 2010, p. 147). While watching the Virgin Atlantic advertisement repetitively on TV or Online passive learning is occurring and it changes the consumer’s attitude regarding the product (Leon. G, 2010, p. 232). The theme message delivered through this advert is: ‘Your airline's either got it or it hasn't'.There is a message resonance in the wording, which adds a bit of humor to it and will make the viewer remember the commercial (Leon. G, 2010, p. 301). The theme message has comparative advertising technique to it where Virgin makes the viewer compare their airlines to Virgin Atlantic (Leon. G, 2010, p. 303). The sexiness in advertising is present in order to grab the attention of the viewer (Leon. G, 2010, p. 308). The hostesses are wearing short dresses in red color and the man who is passing the security check hasn’t got underwear on. Virgin is trying to show that their flights are ‘sexy’. ) Persuasive analysis. | Chromatic scale is red and black, which is eye catching. The flight attendances are tall, stylish and beautiful. | | Shot of men wearing suits doing a pole dance around the fork with a shrimp. This is demonstrating that the food they are offering is high-class and ‘sexy’. | | Very few cuts in the filmmaking, instead has transitions that are much more flowing and make it much more difficult to look away. This is a shot of a transaction, which is made through a disco ball. | | The transition from the airplane saloon to the red lips. | The shot of the crewmember falling in and disappearing in the carpet after she gives an ice cream to the customer. This could be symbolizing submission as well as it is a large eye catch that keeps the viewers attention. | | Shot of flying destinations. | | Shot of flying destinations. | | Shot of flying destinations and the smooth transaction appearing in the background. | | Shot of the flight crew standing on the wing of the Virgin airplane, which is a really good imagery. On the top there is the headline: â€Å"Your airline’s either got it or it hasn’t†.The headline tries to indicate that the Virgin Airlines truly has all the qualities, which will satisfy your needs, and that other competitors may not. | | This shot demonstrates the high-level service done by a good-looking crewmember in a very fashionable saloon. | | The shot of people going through the body scanners. The men going through the body scan are good-looking businessmen, which represent the targeted consumers. The person in the middle coming through th e scanner hasn’t got underwear, by which he shows that the body scanning isn’t just safe but it is also sexy. | Transaction from the sunglasses of the crewmember into the next scene, which is airplanes and female flight crewmember flying in the air. There is no cutting in the transactions. | | This is the shot of the flight attendances showing the airline safety check in a very stylish and sexy manner. | | A man being tucked in by a beautiful giant woman into a cloud, which is dreamlike, and it suggests that the customers are going to be truly taken care of. | | The shot has focus towards the center of the pilot’s head. Behind his head there is a ray of light, this light looks as an angel like aura.This technique tries to show the security the airlines provide (angel like). The flight team is very good looking and is walking with self-assurance, which adds confidence to the image of the company. The runway lines and the red carpet represents the luxurious servic e. | | Transition from the safety demonstration to the airplane saloon is done without editing cuts, which is very eye-catching. | | The shot of people sitting around of a pool of martini and playing with the olive, which represents entertainment, beverage and luxury the airlines offer to their customers. 9) Buying process. â€Å"The consumer decision making can be viewed as three distinct but interlocking stages: the input stage, the process stage and the output stage†(Leon. G, 2010, p. 36). This advertisement is designed in order to influence the input and process stage in order to make the consumer come to the output stage. This advert influences and increases the consumer’s recognition of the service need. The information is delivered to the consumers through the marketing efforts of the commercial, which will influence not only media but also word of mouth marketing.The Psychoanalytical Theory of Personality created by Sigmund Freud explains the drivers of the out put stage (Leon. G, 2010, pp. 137-139). According to Freud’s theory this commercial will affect superego and id to make the purchase. The superego will be gratified when purchasing this service because he/she will become socially and fashionably acceptable, as Virgin Atlantic flight is ‘trendy’. Id will be gratified if the consumer will make the purchase because the airlines offer the basic requirements such as food, shelter and security. The consumer will make a trial or a repeat purchase when buying this service (Leon.G, 2010, p. 497). The consumer might be new to the company or be a frequent loyal customer. 10) Involvement levels and risk perception. Involvement is a very important factor in how much attention is paid to the message sent to the viewer and how it is understood. There are different ways to measure the involvement of the viewer. There are two ways of involvement, high-risk and low-risk purchases. The higher the risk, the higher the involvement an d research will be. The flight purchase is a low-involvement product and consumers prefer congruent context of the message delivered (Leon.G, 2010, p. 293). The mood of the consumer is very important, if he/she is in a bad mood, the content of the commercial might cause a bad reaction of the viewer. Psychological noise may be distracting the viewer from the commercial and the advertisement has contrast in the imagery in order to keep the viewers attention. 11) Conclusion. The advertisement created by the Virgin Atlantic airlines in my opinion was successful . The James Bond theme imageries and soundtrack had a great impact on the effectiveness of the commercial.Every time the consumer will watch James Bond movie or play a James Bond game, the commercial will subconsciously come to their mind and the other way around. The time it was released was perfect, as they needed a push to get out from the recession. The commercial had a bit too much sex advertisement in it, which may led to w orse effect tan could have achieved and made the competitors (American Airlines) stand out more, as they had a touching TV commercial that gave gratitude to the men in uniform, veterans and their families. Sexual advertising may distract the consumer’s attention from the message content being sent.This technique may have a little influence on the buyers purchasing intentions and a risk of spoiling the image of the company. This advert is targeting businessman, but there is the family audience with children and generation X, which they are risking of loosing. The commercial is based mostly on emotions and only in one short scene the viewer can see the seats with the monitors. The saloons, seats and the exact food of Virgin Atlantic Airlines are not shown, but they are very important to be shown, as the consumer wants to see the comfort he/she will have during the flight.The fact that the advertisement shows a man being tucked into a cloud and not airplane seat could make an im pression that the airlines are hiding something and their seats are not good enough to be shown in the advertisement. This advertisement could have been improved by focusing the viewer’s attention much more on the design of the saloon, comfortable seats and delicious food. Nonetheless, overall this was a very well executed and effective advertisement with successfully reached hearts and minds of customer 12) References. 1. Leon G. Schiffman, Leslie L.Kanuk and Joseph Wisenblit, 2010, Consumer Behavior. 10th ed. Pearson Press. 2. Virgin Atlantic Airlines (2012) History [Online] Available full link at: http://www. virgin-atlantic. com/en/gb/allaboutus/ourstory/history. jsp [Accessed 30 November 2012] 3. Mark Sweney (2010) Virgin Atlantic takes off with ? 6m James Bond-style ad push. The Guardian Online, [Online] Available full link at: http://www. guardian. co. uk/media/2010/oct/01/virgin-atlantic-ad-muse-feeling-good [Accessed 25 November 2012] 4. Virgin Atlantic Airlines (201 2) Travel information [Online] Available full link at: http://www. irgin-atlantic. com/gb/en/travel-information. html [Accessed 27 November 2012] 5. IMDB (2010) James Bond 007: Blood Stone [Online] Available full link at: http://www. imdb. com/title/tt1692489/? ref_=fn_al_tt_1 [Accessed 2 December 2012] 6. American Airlines, 2010. American Airlines Commercial ‘Putting them first’ [Video online] Available full link at: http://www. youtube. com/watch? v=x6iAMiJUu5g [Accessed 27 November 2012] 7. Maslow, A. H. , 1987. Motivation and Personality. Third edition. New York: Harper & Row, Publishers, Inc.