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Marketing

This paper gives an in depth analysis of the concept of multichannel marketing as one of the latest strategies in the commercial arena. This will be done by having a critical evaluation of Ruby Roy Dholakia, Miao Zhao, and Nikihilesh Dholakia’s Multichannel Retailing: A Case Study of Early Experiences. This is a quite provocative paper which dives precise and clear information on the marketing concept. Besides, it sheds more light on the underlying factors on multichannel marketing in consideration with the consumer behavior along side the other prevailing market conditions. As these authors explain, business has become so competitive in the recent past (Christensen, C.M., 2007). It’s therefore essential that investors should ensure that they carry out an extensive research to ensure that they acquaint themselves with the necessary data which can put them in a better position to enjoy a competitive advantage over their competitors. This is the only way through which they can propel the development of their companies and ensure that they develop.

The paper goes ahead to analyze an ideal marketing situation in which various suppliers are confronted with a very stiff competition. However, as it is known, the most applicable philosophy in every business is the survival for the fittest. This implies that all the businesspeople should be up to date and come up with feasible strategies which can sustain them. They should not be eliminated based on the quality of their decisions (Hochbaum, E. et al., 2011). While making sales, it is essential to begin by carrying out a marketing research. This will enable them to understand the context I which they are operating so as not to go astray at any one given time. For instance, as the paper discusses, it is at times crucial for the investors to ensure that they adopt the most modern technologies in the market. If they take such initiatives, they will definitely stand a better chance of expanding their operations. In carrying out this critique, the paper will allude to the theories of marketing along side real example of actual companies which have benefited from this dynamic endeavor (Philip, G., 2000).

Critique

First and foremost, I would like to commend these authors for writing a life changing article. In deed, Multichannel Retailing: a Case Study of Early Experiences was a well conducted research done by authorities who have clear credentials in the marketing field. The ideas explained in this article are quite relevant and can be so beneficial to anyone who is willing to understand the concept under which they are operating and may be make a significant shift to a more expansive level (Maurine, M.J., 2009). I would like to concur with the article for advocating for research as the most fundamental tool in the establishment of businesses. Ideally, it does not make sense for any businessperson to simply venture into the business field without proper planning (Rangaswamy, A. & Gerrit H. V.B., 2005).

The kind of competition in the market always prompts businessmen to come up with better plans. Since the primary goal of any business is to make profit, it is paramount that they come up with ideas that can transform their investments. A part from annexing resources, there is a need to ensure that the services rendered are accessed by all the targeted clients irrespective of their geographical position. Therefore, as the article asserts, retailers should look for all the possible options that will make their products be known to and used by their customers. This will mean that it will be better for such traders to use different kinds of channels to distribute their products (Kotler, P. & K. L. Kevin, 2012).

Traditionally, business has been prospering as a result of the use of traditional channels such as direct distribution or the 8se of catalogues. As is widely accepted, these would efficiently ensure that there as an uninterrupted flow of information from the sellers to the buyers. However, things have since changed. Businessmen nowadays use a blend of channels to market their products (Kerin, R.A., 2012). These include, but not limited to catalogues, retail shops and the internet. Instead of relying only on one channel which could be vulnerable to lots of obstacles, it is better to be dynamic. Meaning, all the above channels are used as a means of distributing the produce. Even if this may not be efficient for certain products, it is the best strategy to adopt because it will ensure a wider coverage by the product. As a result, the product will be sold to different clients. This is because; the use of these channels will act as an alternative source to the sellers.

Significantly, the adoption of internet marketing can bring more advantages to the sellers since it will connect them to lots of targeted clients from different parts of the world. Since internet has become a global tool, it can be used to make world be a smaller village (Foxall, G., 2005). Meaning, a product sold through the web site will have to access many buyers who will have an opportunity to learn more about the product being sold, make inquiries before eventually deciding to settle on the product and buy it for their own use.

However, I would like to say that the use of multichannel as a means of distribution can be so challenging. To begin with, it is a very expensive affair. It can be extremely expensive for emerging firms to launch and maintain an online selling activity (McNair, B., 2008). This is simply because of the hiked operation costs which may include a full time online support for the clients. At the same time, it can be so expensive because it needs the company to hire computer gurus to manage the affairs of the technical department. This is a sensitive job that should only be done by professionals. However, these may be difficult to find or pay. The same can apply to all the other channels which may require a lot of funds to sustain. As a result, it will inconvenience the company because of the increased costs of production which will mean reduced returns from the total sales (Caroline, R., 2001).

Case Studies

I would like to use Vodafone as a case study in analyzing this concept. As a well established multinational, Vodafone has resorted to adopting the marketing theories such as the Maslow’s Hierarchy of Needs,Theory of Planned Behavior, Elaboration Likelihood model and Cognitive dissonance (Laermer, R.E., 2001). This has enabled it to adopt all the above mentioned channels as a means of distributing its products to the international community. I think that is why it has emerged to be one of the most developed cellular companies in the world. In order to expand its sales, Vodafone has established branches in different countries, nearly in all the continents. Each of these has stores which are used as distribution points for its products. At the same time, it has launched an online sales department which promotes and distributes its commodities to the potential buyers.

Most of such adverts are placed in the popular social sites like Facebook, Tweeter, My Space, Yahoo, Gmail and Wikipedia. These are very prominent sites which are accessed by millions of users. Hence, placing such adverts in these places increase their chances of being read by many people. As a result, they are coaxed into placing online orders before they eventually receive their products.

This kind of strategy is adopted by the leading motor car companies such as Toyota, Mitsubishi and Nissan. A part from establishing branches in different parts of the world; they use many other channels to distribute their products. These include the catalogues and internet buying. Just like Vodafone, these companies simply place adverts at strategic sites that can be easily viewed by those surfing the internet. As they bump themselves into such ads, they get attracted to such products which they eventually purchase. After the conclusion of such transactions, the commodities are then shipped into the client’s nearest port (Rakesh, M., 2005). At the same time, these companies involve the use of direct distribution and middle men who purchase their commodities and supply to their customers in their respective geographical areas. This kind of dynamism has enabled these companies to expand their customer base, increase the volume of their sales, profit and expand to multinational levels.

I would like to conclude by accepting that this is a life changing article. One f the major mistakes done by many entrepreneurs is lack of proper planning. This justifies why many firms often succumb to stiff competitions in the market. Marketing is a very important aspect of any form of business. In order to ensure prosperity, the paper suggests that there should dynamism of all kinds. All investors should take advantage of the modern technology to improve their efficiency, quality of services and accessibility. There should be a clear understanding and appropriate application of all the marketing theories. This is the only way through which massive expansion can be realized. All these activities should be properly planned to ensure that there is loyalty and confidence in the company. This will retain the potential clients and prevent them from frequently shifting from the channel as has been experienced in many businesses.

Works Cited

Caroline, R. (2001). Introduction. Marketing: principles and practice (4th Ed.). Oxford: Oxford

University Press.

Christensen, C.M. (2007) the innovator’s dilemma: when new technologies cause great firms to

Fail. Boston, Massachusetts, USA: Harvard Business School Press.

Foxall, G. (2005) Understanding Consumer Choice. Baingstoke. Palgrave Macmillian.

Hochbaum, E. et al. (2011) Rating Customers According to Their Promptness to Adopt New

Products. Operations Research 59(5): 1171-1183, 2011

Kerin, R.A. (2012). Marketing: The Core. McGaw-Hill Ryerson.

Kotler, P. & K. L. Kevin (2012). Marketing Management. Pearson Education Limited

Laermer, R.E. (2001) Mark, Punk Marketing, New York: Harper Collins.

Maurine, M.J. (2009) Framework for Marketing Management (4th Ed.). Pearson Prentice Hall.

McNair, B. (2008) Retail Development. Harper & Row, New York, NY.

Philip, G. (2000) Principles of Marketing. Pearson education.

Rangaswamy, A. & Gerrit H. V.B. ( 2005). Opportunities and challenges in multichannel

Marketing. Journal of Interactive Marketing.

Rakesh, M. (2005) International Marketing. Oxford University Press, New Delhi and New York

Chapter 6; Topic 5

Example AP Transmit Power Level Numbers

The results of RRM’s TPC are affected by a good design that has appropriate AP locations and spacing. TPC can produce reasonably expected results if the APs have a reasonable space between them. Configuring the TPC interval to a more excellent value adds more stability to the wireless network. To compensate for excessive overlap or any hole, the RRM will try to adjust the AP transmit power levels. The TPC begins to make necessary adjustments when the ideal transmit power has been calculated for each AP in the RF group. It also makes incremental changes of 3dB each time it runs to maintain stability

Example AP Transmit Power Level Numbers; Internet Source

https://wlanlessonslearned.wordpress.com/tag/power-levels/The numbering systems starting with 1 and ending with 8 have their current power level assignment shown by each AP’s Tx Power Level Assignment. A single AP full-on power is indicated by the number 1, meaning that the higher the number goes, the less energy is transmitted. Wireless communications occur in a bi-directional manner. This aspect implies that downlink communication from the AP to the client is often different from the uplink communication from the client to the AP. The equipment used to channel/power settings that could turn into a timeous process includes Cisco 5508 Wireless LAN Controller and Cisco 3700 series Access Point

Chapter 6 Reflection

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Chapter 6 Reflection

This chapter presents the anomie theory and focuses on the study of the society in relation to lawlessness and its effects. The major theorists mentioned in the chapter are Emile Durkheim and Robert Merton. The research into lawlessness and how this affects the society was began by Emile Durkheim and later studied by Robert Merton. What is of major interest and concern to me is how Emile Durkheim investigated death and its causes and later came to the making of anomie theory whereby the social standards for regulating behaviour are no longer effective and have broken down. Due to this different people have issues and later end up committing suicide due to their overwhelming psychological states.

Reference

Williams III, F.P., & McShane, M.D. (2018). Criminological theory (7th ed.). New York: Pearson.

Multiculturalism, Individualism and Human Rights: Case Study of Mauritius

Mauritius is one of the polytechnic countries that has the most peaceful and stable democratic. Basically the concept of the multicultural country is based on the balance between the difference and the equality and, most importantly, something that every citizens shares (compromises) together, in this sense, ‘Inter-ethnic Compromise’. I now would like to explain this kind of function in Mauritius, which I believe it is one of the most efficient.

An important element in the Mauritian political system is the so-called arrangement, which guarantees the presentation of all ethnic groups through allotting a limited number of parliamentary seats to runner-up at general Election. The best loser are selected so as to ensure the representation of all ethnic groups in the Legislative Assembly. In this way, I think the right to be different is more emphasized than the right to be equal, since as a democratic country, every ethnic needs to have voice in the parliament.

Other elements are religions, schooling system and official languages. I would like to emphasize on the schooling system, which here the right to be equal prevails over the right to different. Thus core circular are uniform island-wide, as are exams. However, classes in ‘ancestral languages’ are offered as optional subjects. It could be said, therefore, that Mauritius schooling system stresses on equal opportunity yet allows for the expression of symbolic defenses.

By this way we can see that, as I mentioned at the outset, the concept of ‘Inter-ethnic compromise’ or the balance between equal right and the right to be different depends upon the need of the society. However, there are still many paradoxes in the island, which I think they are somewhat inevitable for the multicultural society.

This will have to do as a general introduction to public policies relating to ethnic differences and national cohesion in Mauritius. First of all, I would like to show two possible scenarios of Mauritius proposed by Henri Souchon,an Mauritian Catholic priest.

Souchoon proposed 2 scenarios pf his country. One is fruit salad, where the components are clearly distinct, ethnic boundaries are inytact and reflexively ‘rooted identities’ are secure and stable. Another one is fruit compote, where the different fruits are squashed and mixed together with sub substantial use of force.

We can basically say that Mauritius is nowadays fruit salad, which has a syrup (public compromise and voice from every ethnic in parliament), rather than fruit compote. However, there are many conflicts between equality and difference since the tension between sharing and difference is endemic to the island. Basically conflict and paradox arise when the line between the equality and difference is hard to mark. The examples are the Catholic school case, Muslim Personal Law case and the failure attempt of some policies to make a neutral religious culture (see the paper for details). Finally the conclusion from these 3 cases are (1) According to the situation, sometimes the principle of difference is superior to the equality, but sometimes it goes vice versa. (2) It can be dangerous to accord special rights to groups, for groups inevitably consists of persons with often highly discrepant values and interest. (3) The most important principle. It should be noted that Universalist principles have been adopted by the Mauritian population with respect to political culture. In so far as discrepant religious or otherwise cultural practices do not interfere with the universalism guaranteeing individuals equal rights, there is no good reason to chastise them.

Similarity and Difference and individualism as a key factor

The author suggests that both equal right and the right to be different msay in particular situation lead to discrimination and the violation of commonly agreed upon individual human rights. Since the right to be equal may oppress the minorities to assimilate to public culture, whereas the right to be different here may lead to power discrepancies.

Moreover, some research suggests that political leaders and others are frequently prone to exploiting notions about cultural uniqueness strategically to strengthen their position. ‘Tradition’ and similar catchwords are positively evaluated in political discourse of our time, and are often used rhetorically to justify privileges and political positions.

Another viewpoint, which I would like to discuss later is about the concept of fruit compote and fruit salad, in Mauritius there are many people who reject root and purity and rather prefer to be cultural hybrids.

So after all, as we have seen there are many conflicts and paradoxes in multiculturalism, so the question arises that why Mauritius is such a peaceful and democratic country? The key factor here is ‘Individualism’.

Most basically, it should be noted that cultural conflict and, Fascism, ethnocentrism and such come when people among two ethnic groups lack of individualism. In other words, the people lacks of understanding and respect of difference between each other. But in the case of Mauritius, Individualism is embedded in the citizens ‘mind in many ways. Individual human rights is a mainstay of Mauritian political culture. Moreover, Mauritian culture can actually be described as quite uniform in the sense that there is a wide field of shared premises for communication encompassing ,most of the population: there is a shared political culture and a standardized and standardizing educational system, there is linguistic uniformity, and recruitment to the labour market is increasingly based in individual skills. This kind of thing, to me, is like sort of syrup in the fruit salad.

So by this way, the author suggest that the ‘good multiculturalism’ must arrive at a blend of sharing and difference. It requires common denominator in key sectors, including politic, education and the labour market, and it must institutionalize a dialogic principle enabling a variety f voices to be heard on an equal footing.

However, finally, the author still argue s that the promotion and spreading of individual rights is morally objectionable in the case of societies which are multicultural in the sense that they contain people who have not integrated into a capitalist mode of production, have not been exposed to individualism and modern education and so on.

Some of my own argument and opinion according to the paper

I think the paper is greatly well written. Even though the word and sentence are hard to understand, but I admire the author that he gradually tries to develop the reader’s understanding of multiculturalism step by step, from the definition of culture, paradox to the case study. I also admire that he neatly and very well link between the case study and the concept of the topic. However, I have some questions about his suggestion.

Chiefly I think the author suggest that the equal right in multiculturalist policy should be granted to the individual, not the right for the minorities or any group of people to protect themselves in any aspect. Thus the individual human rights should be embedded in every individual of the society and individualism should be key factor in the society. The equal right should be embedded in some particular part of the society, especially in the politic, but not in terms of culture (or assimilation for some scholar). So finally the country, like Mauritius, become like a fruit salad rather than the fruit compote.

So in such kind of the countries, which some scholar has argue that multicultural society is the new type of the modern and current society. However, I am wondering that suck kind of thing might lead to ‘the end of national belonging’, ‘the end of national cultural identity’, ‘ the end of nationalism’ and such catchwords.

To make myself clear, I would like to point about Mauritian military, which I do not have information at all. How can the military encourage the soldiers to fight for their country without national identity and feeling of national belonging? To me, I think the Creol must feel that they are Creol, the Muslim must feel that they are from India. So how can the military make their soldiers strong and in harmony without shared culture ( part of concept of nationalism in some aspect) and national belonging? So will the multiculturalism lead to the end of national belonging? I am unsolved this question.

Another support hypothesis is if we think that Mauritius is the excellent model for multicultural society. I would say that if every country followed the Mauritius model, even though there would be less conflict and discrimination between people and ethnic group, but there would be no different between country and country in terms of national cultural identity if we define culture as ‘unique, distinct and tightly bounded’. Every country would be almost the same, consist of various ethnic groups and culture, shared political culture/right with equal right of the all individual in the country. Usually in common sense of ordinary people, we tend to distinguish one country from another country by its cultural identity such as clothe, language etc. But be as I presuppose, there would be no different between each country. So would this lead to the loss of national identity? So how would this affect us, in good way or bad way? I would like to leave this question, partly unsolved.

Bibliography:

Multicultural Counseling

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Multicultural Counseling

Definition of Multicultural Counseling 

Multicultural Counseling is a subset of mental health care that considers how a client’s cultural background might affect their outlook on life and their ability to cope with problems. Multicultural Counseling emerged as a response to the widespread realization that traditional approaches to the counseling profession were not only ineffective in the modern context but also harmful to members of minority groups concerning race, culture, and social status. Some factors that might influence a patient’s mental health include; socioeconomic background, race, immigration status, gender identity, religion, and ethnicity. Multicultural psychologists, therapists, and counselors recognize the potential impact of these factors on their patients. As a result, they are interested in the cultural and social contexts of mental health and counseling concerns to develop more effective treatment strategies. Therefore, understanding that people come from different places and have unique experiences due to their race, ethnicity, and cultural upbringing is fundamental to multicultural counseling. Besides, counselors with multicultural training know that their patients’ experiences shape their worldviews and that they must adapt their approach to therapy accordingly.

Importance of Multicultural Counseling

Multicultural Counseling is vital because it facilitates more excellent communication and understanding between therapists and their patients by raising awareness of the impact of cultural and racial biases in therapeutic settings. In addition, with an ever-present focus on compassion and understanding, multicultural counseling helps therapists meet their patients where they are, regardless of cultural background.

Multicultural Counseling Skills

To become culturally competent and a multicultural counselor, one must acquire the tools necessary to adapt therapy to the specific cultural backgrounds of each client. Educating oneself and gaining practical experience are two common paths to being proficient in multicultural counseling’s many essential aspects. Some of the crucial multicultural counseling skills include;

Interpersonal Abilities

The capacity to establish an emotional rapport with a client is a vital skill for any counselor. Conversational abilities, including listening, reacting, and asking pertinent questions, are the basis of effective interpersonal communication. To help their clients, counselors and therapists must be genuinely interested in them and responsive to their needs. They need to understand when to push forward with a line of inquiry and when to set it aside for later use.

Sensitivity

Multicultural counselors and therapists need to be careful while discussing sensitive topics. Therapists and counselors are ethically obligated to respect their clients’ desires and change course if they are uncomfortable discussing a particular topic, especially at the outset of treatment. When people are allowed to express their emotions, they are more likely to relax and be responsive to therapeutic techniques.

Empathy

Culturally competent therapists are empathetic and can see things from their patients’ perspectives. Empathy means experiencing another person’s emotions, not merely sympathetic or understanding. Learning to empathize with others is a complex talent that takes years to hone in a healthy, functional way in a professional setting.

Cultural Awareness

Cultural awareness entails acknowledging that culture is about more than just physical appearance or skin color. As important as it is for counselors and therapists to learn about their clients’ cultures, it is equally crucial for them to learn about themselves and how their upbringing and life experiences have influenced their cultural lens.

The Place of Multicultural Counseling in General Counseling 

Multicultural Counseling plays a crucial role when it comes to general counseling. The goal of multicultural counseling in general counseling is to understand how concerns of culture and identity affect a person’s mental health and how these elements may influence a person’s connection with therapy. General Counseling helps individuals resolve various issues, whether they pertain to the individual, their relationships, or their social lives using confidential and professional expertise. Counseling or needing help is normal since when going through difficult moments in our lives, it takes guts to reach out for assistance in the form of advice or support. In addition, Multicultural counseling in crucial in general counseling as it helps to build better relationships between the counselors and their clients. Furthermore, a multicultural theory is vital in general counseling as it investigates the various settings that shape a client’s counseling experience and the possible biases of counselors. The therapy attempts to be politically and racially insensitive to those excluded from society.

The Place of Multicultural Counseling in Family Counseling 

Family counseling is vital in developing and maintaining functional and healthy family relationships. The goal of family counseling is to identify and solve family problems. Family problems could either be psychological, emotional, or behavioral. Like multicultural counseling, family counseling seeks to help families and individuals work through barriers, conflicts, and mental health problems. In the context of family counseling, multicultural counseling is of the utmost importance since it enables couples from various cultural backgrounds to understand one another’s traditions better and fosters the growth of more satisfying relationships. Family members work together with their counselor or therapist to maintain healthy relationships. Benefits of family counseling include; enhancing the dynamics of the family and the relationships within it, enhancing the capacity of the family to find solutions to problems, enhancing family communication and determining each member’s place within the family, and establishing appropriate limits and boundaries.

The Place of Multicultural Counseling in Group and Ethnic Counseling 

Ethnic counseling is a form of therapeutic counseling that takes into consideration the experiences and perspectives of ethnic, racial, and other marginalized groups in society. Group counseling is a type of therapy that comprises four to ten patients and two qualified therapists working together. Multicultural Counseling plays a vital role when it comes to both group and ethnic counseling. The fundamental force that drives multicultural counseling is that individuals from marginalized groups see the world through different lenses. Therefore, psychologists, counselors, and therapists of other races should be sensitive to these individuals’ distinctive challenges and experiences regarding counseling. In group counseling, multicultural counseling helps to bring together people from different cultural backgrounds by aiding them in solving their cultural differences. In addition, multicultural counseling aids in ethnic counseling as it helps to unite people from different ethnic backgrounds.

The Danger of a Lack of Multicultural preparation in counseling

Lack of multicultural preparation in counseling can result in significant issues. When counselors do not have enough understanding of other ethnic groups, they often resort to using stereotypes to comprehend better clients who come from a variety of cultural backgrounds. The integrity of a stereotype cannot be determined, and it is often negative since it is founded on inaccurate impressions. However, many contend that some generalizations or stereotypes might be helpful when attempting to understand foreign cultures. A whole ethnic minority group that has experienced modern and historical stereotyping is the African American people.

In addition, when multicultural counselors cannot understand their client’s language, there may be misdiagnosis, miscommunications, and misinterpretations. Besides, people who are immigrants, bilingual, or both often report that their inability to communicate effectively with their counselors is a significant stressor to them. Again, many immigrants resist seeking help from counselors because they are afraid of being misunderstood because of their limited command of the English language. Similarly, counselors may not work with immigrants due to linguistic barriers.

Personal Application 

Individuals can apply multicultural counseling by understanding how an individual’s cultural background and identity can impact one’s mental health. Besides, developing the appropriate skills and becoming a multicultural counselor is another way of a personal application when it comes to multicultural counseling. While working as a multicultural counselor, one can engage clients in a multicultural conversation by asking about their family and cultural backgrounds. Besides, a counselor might inquire about the attitudes and ideas held by their family about mental health treatment, inquire about the kind of coping mechanisms and methods of emotional expression that are culturally acceptable, inquire about the specific obstacles that prevent people from keeping their appointments, and look for ways to work around those obstacles.

Conclusion

Multicultural Counseling focuses on providing successful solutions to clients from various cultural backgrounds. The client’s identity and the circumstances of their lives may be impacted by factors such as ethnicity, race, and cultural heritage. As the landscape of professional therapeutic practice continues to shift, it is becoming increasingly crucial for counselors to have a multicultural perspective, a cognizance of ethnic identity, and the suitable training to interact with patients who lead lives distinct from their own.

Multidisciplinary groups

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Multidisciplinary groups(MDGs) is made up of professionals from different expertise that offer help to clients who have need for help from more than type of professional. An example of MDG is the community mental health team (CMHT) which is considered as the model for multi-disciplinary working. Multidisciplinary groups (MDGs) are essential mechanism progressively used by probation departments to confirm that youth with multifaceted needs obtain community cross-agency and services and that supports their effective rehabilitation and return to the community. MDGs support teamwork between the agencies and identifies service break downs and gaps between agencies or individuals in coordination. In addition, they improve individual team member’s professional knowledge and skills by providing an opportunity for learning more on resources, strategies and approaches that are used by various disciplines (Wix & Humphreys, 2005). The team members should undergo different training on cultural and working ways so as to get change reorganization and restructuring. This changing roles normally affect how the team works together and may cause confusion, therefore clarification on roles and boundaries is crucial… Declaring ones professional identity over other colleagues may be excluding and threatening. Therefore, this needs to be addressed to prevent power dynamics. Generally health, Social work and education have their own jargon, which may be separating. When discussing, Team members should learn how to value one another’s contributions, see how the group communicates and be cautious on how you hold prejudice and make judgments. Any action taken is to be a shared vision owned by all team members. In a multi-professional team Social workers can have different priorities and loyalties to colleagues and changing views on proper care. Service users can influence professionals making them to play off one against the other. Demanding service users may interpretation flaws in the way professionals work together.

Reference

Wix, S., & Humphreys, M. S. (2005). Multidisciplinary working in forensic mental health care. Edinburgh: Elsevier Churchill Livingstone.

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Advertising as a communicational and promotional implement has to turn out to be a long path through the generations to become so significant and essential in our current society. The history of advertisement became a major force in capitalist economies in the middle 19th century. Many years ago, before America was colonized, the business thrived in the old world where several means were used to promote trade. Actors strutted in the streets, trying to attract bystanders into auditoria. Notice boards put outside households showed things that could be found within. Individuals selling wine gave free samples in the streets. The advertising idea is ancient, and the ways of persuading others into exchange relations were in its development (Zhang & Ze Gao 17). When it commenced, advertising thrived in the United States to compete with other nations in economic and prevalence significance. Between the years 1919 and 2007, advertising was an average of 2.2 percent of the gross domestic product in the United States. The first US newspaper was printed in 1704 in Boston. The newspaper was known as ‘The Boston Newsletter.’ It had some information about the reward given for catching bandit of a certain male clothing (Moir et al., 60). The period of 1870 and 1900 had a great influence and had a large significance on the US’s advertising progress. After a certain period of time, the US turned out to be an agricultural state with the European scheme of product supply and the support into a big industrial nation with entirely innovative product distribution and promotion methods. As a result, advertising got into a new phase in history. The United States has a long history of growth. However, the largest impact on its current status is due to the economic growth and the development of mass communication technologies. 

The advertising industry has undergone a huge transformation ever since antiquity times. Some of the famous ads that have proved to be effective include ‘I want you’ in 1916, ‘Guinness is good for you’ in 1929, ‘Sunkist orange juice’ in 1907, and ‘Coca-Cola the pause that refreshes’ in 1931. In the ‘I want you’ poster that was advertised many years back, an individual in the poster known as Uncle Sam motivated young Americans sent off to combat in World War I. The image of James Montgomery Flagg’s was used as a sketch of uncle Sam. It proved to be so popular that it was printed in the form of a poster that turned out to be ubiquitous at that time. According to records, the corporation printed more than four million copies in one year. The image was used to encourage noncombatant support for the U.S.’s entry into World War I and to encourage men to enlist in the military. Alternatively, the ‘Guinness is good for you’ advertisement was a beloved Irish beer that doctors thought was a healthy drink (Moir et al., 77). They used the tagline to promote the product. Actually, doctors would pour some for new mothers in the maternity some hours after giving birth. ‘Sunkist orange juice’ advertisement also did so well. It was done to rebrand the California orange growers and educate individuals on how to squeeze the juice out of the oranges. It aided them to popularize a new use for the fruit, and these days, the product is an instrumental part of breakfast across the United States.

There are many types of advertisements. All of them run on different channels, different mediums and have various objectives in mind for their corporation. Individuals may advertise anyplace, and the medium keeps changing as time goes. I am going to analyze six different ads and their companies. I will consider them because of the impact they had on the brand’s growth, and they can hit on several worldwide reality that permits us to recall these ads ages after they initially commenced. I will analyze the following ads: Think small by Volkswagen Company, It’s Unbelievable by Toyota motors company, Enjoy the ride by Nissan Company, Official Truck of Real People (Chevrolet company), among others.

The Volkswagen “Think Small” ad was made by a renowned marketing group Bernbach and Doyle Dane. The company created this campaign to answer how to transform an individual’s perception of their product. Back then, people had some fallacies that individuals who have Volkswagens are wicked because Volkswagen is a vehicle corporation formed by the Nazi party (Welch, James, 15). The company’s campaign was that merely because the Nazi Party made the Volkswagen does not signify the Volkswagen Group these days promote the values or ideals of Nazism. The US constantly liked to purchase big, and 15 years after world war II, they were still not purchasing small German vehicles (Welch, James 30). This company has not even attempted to be something there were not, which is what individuals still up to today love about the brand – actuality about their product. Think small ad was one of the greatest advertising campaigns for this company. It was written by Julian Koenig and directed by Helmut Krone. The campaign is ranked as the best advertising campaign of the twentieth century in the survey of North American advertisements. The campaign has been considered best because it makes a lifetime of brand loyalty and boosts sales. For this ad, half of the vehicles sold were white, silver, black, and grey. Black was the leading model among CarMax buyers while white was following.  

Toyota has launched the “It’s Unbelievable Campaign” in celebration of 20 years of ground-breaking firsts. To connected first-time and appeal to young buyers, the company made the ad request users modify their dream 2014 Corolla while conversing with their allies in a Google+ Hangout. The campaign comprises a pair of ads and “To the Top,” which costars Team Toyota athlete and Olympic gold medalist Chole Kim (Hibino 122). They made the campaign in the ad that permits individuals to take virtual test drives and schedule real ones. The company advertisement used Post ads to turn a Google+ post into an interactive display ad and promoted that ad with Google AdWords. According to analysis, the ad doubled the time users spent with the new car customization tool and made a fifty percent higher engagement rate than industry averages.

Enjoy the ride was the Ad launched by Nissan company in its effort. It is a $200 million budget that was four times the preceding expense. This ad was made as a brand identity campaign. It was for the spot, and Nissan is known as “Toys.” The model was a boisterous, stop-motion vibrant commercial that included action figure dolls taking a remote control 300ZX for a spin and coming to life (Zhang et al 14). “You Really Got Me” played as the soundtrack for the Ad. The running time was thirty seconds with black and white vehicles. The cars that were promoted in the ad include Jeep’s “Ground Hog Day, Hummer’s “Happy Jack,” Audi’s “Prom, and Honda’s “Cog.”  

Chevrolet company posted an ad on a certain Monday on YouTube, which was almost had the same tone as their launching ad. The company aired the Ad, which targets individuals all over but more Hispanic buyers, representing twenty percent on the market. It embraces the spirit of inventiveness in their DNA ever since the commencement, and according to them, it will remain as guidance to every aspect of their corporate moving forward. Their vehicle localization from the satellite imagery had myriad use, according to the ad. The commercial ad campaign stated that the company was driving through many nations with the street view car to bring imagery that promotes buyers’ experience and helps discover the best riding experience. After an imaginative justification evaluation, this company has chosen a newly created corporation, Commonwealth, as its original worldwide advertising firm, in charge of the growth of artistic Ads all over the podiums for Chevrolet worldwide advertising.

Hyundai uses the Ad strategy for ‘Back to the New Normal’ to advertise their products. The corporation uses a combination of first and third-party information to generate six modified parts to influence their target audience: Corporate Finance, Energy, and Fuel Content Readers, Millennials, Experian Mosaic lifestyle groups, Roy Morgan Helix Personas, and entrepreneurs. Majorly, the company has been the official car sponsor of the NFL in the United States since 2015 and the US PGA patron since 2011. In the Ad, Hyundai has introduced a vehicle purchasing experience that Is made to assist car buyers in making their buying process much pleasant and saving time (Shafiulla 49). Lastly, the Mazda company uses an ad called driving matters to reach its targeted audience. Their advertising column is glossy, energetic, and aims to reverse a persistent slump in car and truck sales and elucidate its image. The company all innovative Driving Matters Ad will demonstrate several features that make the driving skill very significant. Through the Ad campaign, clients will get information on why driving matters is a big concern to Mazda and the reason they have concern over each aspect in making their cars

Studying advertising has really given me a different perspective on this profession. From the understanding, I realize that it creates awareness, increases knowledge about marketing, and aids in building a brand campaign. Recognizing the client is very significant for any corporation. Advertising is essential in attracting more customers hence should be promoted at all levels.  

Works Cited

Hibino, Shozo, Koichiro Noguchi, and Gerhard Plenert. Toyota’s Global Marketing Strategy: Innovation through Breakthrough Thinking and Kaizen. Taylor & Francis, 2017.

Jira-alongkorn, Pananya, and Suthiluck Vungsuntitum. “Thai Consumers’ Behavior on Online Marketing Communications of Mazda Brand.” Communication and Media in Asia Pacific (CMAP) 3.2 (2020): 35-55.

Madoh, Abdullah, et al. “Case Study on Market Mix Strategies of Toyota Motor Corporation.” Asia Pacific Journal of Management and Education 2.3 (2019): 70-78.

Moir, Alistair, Eve Read, and Sophie Towne. “The history of advertising trust archive.” Journal of Historical Research in Marketing (2017).

Nunes, Fabiano, Guilherme Luís Roehe Vaccaro, and José Antônio Valle Antunes Júnior. “The development of the Hyundai production system: The historical evolution.” Journal of Manufacturing Systems 43 (2017): 47-57.

Shafiulla, B. “Tata Zica to Tata Tiago: Digital Marketing Strategy of Tata Motors for Rebranding.” IUP Journal of Marketing Management 18.3 (2019): 40-59.

Siano, Alfonso, et al. ““More than words”: Expanding the taxonomy of greenwashing after the Volkswagen scandal.” Journal of Business Research 71 (2017): 27-37.

Weisner, Sholem, and Shmuel Nemanov. “Physical location history with advertising.” U.S. Patent No. 10,394,904. 27 Aug. 2019.

Welch, James. “The Volkswagen recovery: leaving scandal in the dust.” Journal of Business Strategy (2019).

Zhang, Jianqiang, and Xiuli He. “Targeted advertising by asymmetric firms.” Omega 89 (2019): 136-150.

Zhang, Jiaqi, and Ze Gao. “Dongfeng Nissan Marketing Strategy Research.” International Conference on Application of Intelligent Systems in Multi-modal Information Analytics. Springer, Cham, 2019.

chapter 6; Topic 1

Measuring the RSSI of NDP messages from an AP

NDP message advertisement messages are transmitted using the band’s lowest data rate, regardless of whether or not the data rate has been enabled for use. The lowest data rate to send NDP messages allows it to be intelligent in noisy environments and further away from the AP. These advertisements are sent to multicast addresses recognized by other Cisco APs. The highest power is allowed to transmit the message in the channel and band so that the RMM can determine the signal strength effectively as it leaves the AP’s antennae. When sending AP, advertisements contain the following information; Radio ID, Group ID, and Encryption.

Measuring the RSSI of NDP messages from an AP; Internet source

https://www.cisco.com/c/en/us/td/docs/wireless/controller/technotes/8-3/b_RRM_White_Paper/rf-grouping.html

Every Radio or AP Channel sends the Neighbour Discovery Portal every 60 seconds or less. Neighbor messages are sent to a unique Multicast address of 01:0B:85:00:00:00. These messages are sent under two conditions; at the lowest data rate supported in the band and at the highest power allowed for the Channel/Band. Upon hearing an NDP message, the AP Validates that the message is from a member of its RF Group and forwards valid messages along with the RSSI and the received channel to the controller. Two distinct measurements are developed after the information has been transmitted successfully; the TX Neighbors and the RX Neighbors.

Multicultural Education

America has long been called “The Melting Pot” due to the fact that it is made up of a varied mix of races, cultures and ethnicities. As more and more immigrants come to America searching for a better life, the population naturally becomes more diverse. This has, in turn, spun a great debate over multiculturalism. Some of the issues under fire are who is benefiting from a multicultural education, and how to best present the material in a way so as to offend the least amount of people. There are many variations to these themes as will be discussed later in this paper.

In the 1930s, several educators called for programs of cultural diversity that encouraged ethnic and minority students to study their respective heritages. This is not a simple feat due to the fact that there is much diversity within individual cultures. “A look at the 1990 census shows that the American population has changed more noticeably in the last ten years than in any other time in the twentieth century, with one out of every four Americans identifying themselves as black, Hispanic, Asian, Pacific Islander or American Indian,” (Gould, 1995, p.198). The number of foreign born residents also reached an all-time high of twenty million, easily passing the 1980 record of fourteen million. Most people, from educators to philosophers, agree that an important first step in successfully joining multiple cultures is to develop an understanding of each other’s background. However, the similarities stop there.

One problem is in defining the term “multiculturalism”. When it is looked at simply as meaning the existence of a culturally integrated society, many people have no problems. However, when you go beyond that and try to suggest a different way of arriving at that culturally integrated society, everyone seems to have a different opinion on what will work. In 1980, Stanford University came up with a program – later known as the “Stanford-style multicultural curriculum” which aimed to familiarize the students with traditions, philosophy, literature, and history of the West. The program consisted of fifteen required books by writers such as Plato, Aristotle, Homer, Aquinas, Marx, and Freud. By 1987, a group called the Rainbow Coalition argued the fact that the books were all written by DWEM’s or Dead White European Males. They felt that this type of teaching denied students the knowledge of contributions by people of color, women, and other oppressed groups. In 1987, the faculty voted 39 to 4 to change the curriculum by doing away with the fifteen book requirement as well as the term “Western” in order to give proper attention to the issues of race and gender (Gould, p.199). This debate was very important because its publicity provided grounds for the argument that America is a pluralistic society and to study only one people would not accurately portray what really makes up this country. Proponents of multicultural education argue that it offers students a balanced appreciation and critique of other cultures as well as their own (Stotsky, 1992, p.64).

While it is common sense that one could not have a true understanding of a subject by only possessing knowledge of one side of it, this brings up the fact that there would never be enough time in our current school year to equally cover the contribution of each individual nationality. This leaves teachers with two options. The first would be to lengthen the school year, which is highly unlikely because of the political and economic aspects surrounding the situation. The other choice is to modify the curriculum to only include what the instructor (or school) feels are the most important contributions, which again leaves them open to criticism from groups that feel they are not being equally treated. A national standard is out of the question because of the fact that different parts of the country contain certain concentrations of nationalities. An example of this is the high concentration of Cubans in Florida or Latinos in the west.

Nonetheless, teachers are at the top of the agenda when it comes to multiculturalism. They can do the most for the children during the early years of learning, when the kids are the most impressionable. By engaging students in activities that follow the lines of their multicultural curriculum, teachers can broaden young minds while making learning hands on and fun. In one first grade classroom, an inventive teacher utilized the Spanish speaking students to her advantage by making them her helpers as she taught the rest of the class some simple Spanish words and customs (Pyszkowski, 1997, p.154). This newly acquired vocabulary formed a common bond among the children thus instilling a sense of respect and understanding for each other.

Another exciting idea is to put children in the setting of the culture they are learning about. By surrounding children in the ideas and customs of other cultures, they can better understand what it is like to be removed from their society altogether, if only for one day. As seen in the film “Clare’s Classroom,” having the students dress up in foreign clothing, sample foods, sing songs, learn a new language, and listen to guest speakers from a different country, not only reaches out to the multiple intelligences, but makes learning fun and interesting for the students. A simple idea that helps to engage students in the learning process is for teachers to continually propose questions to the class in order to let students speak for themselves. By asking students how they feel about each other and why, could potentially help dispel stereotypes that might be created in the home. By asking questions of each other, students can get firsthand answers about the beliefs and customs of other cultures, along with some insight as to why people feel the way they do, something that can never be adequately accomplished through a textbook. Students are not the only ones who can benefit from this type of learning. Teachers certainly pick up on educational aspects from other countries. If, for instance, a teacher has a minority student from a different country every year, he or she can develop a well-rounded teaching style that would in turn benefit and include all students. Teachers can also keep abreast of ever changing teaching and learning styles by regularly attending workshops as well as getting parents involved so they can reinforce what is being taught in the classroom at home.

The New York State Social Studies Review and Development Committee (1992) has come up with six guidelines that they think teachers should emphasize in order to help break down ethnic barriers. These steps are as follows: First, from the very beginning, social studies should be taught from a global perspective. We are all equal owners of the earth, none of us are more entitled than others to share in its many wealth’s or misfortunes. The uniqueness of each individual is what adds variety to our everyday life. Second, social studies will continue to serve nation building purposes. By pointing out the things we share in common, it will be easier to examine the individual things that make us different. Third, the curriculum must strive to be informed by the most up to date scholarship. The administrators must know that in the past, we have learned from our mistakes, and we will continue to do so in the future. By keeping an open mind, we will take in new knowledge and different viewpoints as they are brought up. Fourth, students need to see themselves as active makers and changers of culture and society. If given the skills to judge people and their thoughts fairly and the knowledge that they can make a difference, students will take better control of their lives. Fifth, the program should be committed to the honoring and continuing examination of democratic values as an essential basis for social organization and nation building. Although the democratic system is far from perfect, it has proven in the past that it can be effective if we continue to put effort into maintaining it while leaving it open for change. Sixth, social studies should be taught not solely as information, but rather through the critical examination of ideas and events rooted in time and place responding to social interests. The subject needs to be taught with excitement that sparks kids interest and motivates them to want to take place in the shaping of the future of our country (NYSSSRADC, p.145-47).

In order to give a well-rounded multicultural discussion, as James Banks (1998) explains, teachers need to let students know how knowledge reflects the social, political, and economic context in which it is created. Knowledge explained by powerful groups in society differs greatly from that of its less powerful counterparts (Banks, 1991, p.11). For example, it should be pointed out how early Americans are most often called “pioneers” or “settlers” in social studies texts, while foreigners are called “immigrants”. Students need to realize that to the Lakota Sioux the settlers were not heroic pioneers but invaders, and since the “pioneers” later went on to write the textbooks, it is not presented that way (Banks, 1998, p. 17). By simply looking at the term “western culture” it is obvious that this is a viewpoint of people from a certain area. If students are aware that to the Alaskans, the west was actually the south, they can realize the bearings of how the elite in society determine exactly what is taught. By not falling victim to these same misconceptions, students can better make unprejudiced decisions about those around them.

Another important aspect is that students need to realize that knowledge alone isn’t enough to shape a society. The members have to be willing to put forth the effort, time as well as show a valid interest in shaping their society, in order for it to benefit all people. While generally opposed to the idea of multicultural education, Francis Ryan (1993) points out that “multicultural education programs indeed may be helpful for all students in developing perspective-taking skills and an appreciation for how ethnic and minority traditions have evolved and changed as each came into contact with other groups” (Ryan, p.137). It would certainly give people a sense of ethnic pride to know how their Fore Fathers contributed to the building of the American society that exists today.

Some opponents feel that the idea of multiculturalism will, instead of uniting cultures, actually divide them. Many critics feel that Americans should think of themselves as a whole, rather than people from many different places all living together. Some go even further to say that it actually goes against our democratic tradition, the cornerstone of American society (Stotsky, 1992, p.64). Paul Gagnon (1991, p.8) brings up an interesting point that “education in the origins, evolution, advances and defeats of democracy must, by its nature, be heavily Western and also demand great attention to political history.” Since both modern democracy and its alternatives are derived mostly from European past, and since most of its participants were white males who are now dead, the choices are certainly limited. If we try to avoid these truths or sidestep them in any way, we cannot honestly say we are giving an accurate description of our history.

Robert Hassinger (1992) agrees with Gagnon and adds that we cannot ignore the contributions of DWEM’s for the simple fact that they are just that. He thinks that we should study such things as the rise of capitalism or ongoing nationalism in other countries, and should not be swayed in our critical thinking by the fact that some people will not feel equally treated or may even feel disrespected (Hassinger, p.11). There certainly must be reasons why many influential people in our history have been DWEM’s, and we should explore these reasons without using race and sex alone as reasons for excluding them from the curriculum. When conflicts arise in the current curriculum, the reasoning behind why it was done this way should first be explored before compromising the curriculum in order to protect a certain group’s feelings. Francis Ryan (1993) warns that trying to push the idea of multiculturalism would actually be a hindrance if it interferes with a student’s participation in other groups, or worse yet, holds the child back from expressing his or her own individuality. Ryan gives the firsthand example of one of his African American students who was afraid to publicly admit his dislike for rap music because he felt ethnically obligated as part of his black heritage (Ryan, p.137).

While a teacher can be a great help in providing information about other cultures, by the same note, that information can be just as harmful if it is incomplete. In order for students to be in control of their own identity, they must have some idea of how other cultures depict the qualities that they themselves hold dear. Children must be taught to resolve inner-conflicts about their identity, so that the features that make each of us unique will be brought out in the open where they can be enjoyed by all, instead of hidden in fear of facing rejection from peers. Teachers need to spend an equal amount of time developing each student’s individuality so they don’t end up feeling obligated to their own racial group more than they feel necessary to express their diversity that makes America unique.

As Harlan Cleveland (1995) points out that many countries still feel that the predominant race must be the one in power. For instance, try to imagine a Turkish leader in Germany, or anyone but a Japanese in control of Japan (Cleveland, p.26). Only in America is there such a diverse array of people in power from county officials all the way up to the Supreme Court. However, although we have made many advances culturally, we still have yet to see an African American, Latino, or for that matter, a woman as head of our country. With increasing awareness of other cultures, these once unheard of ideas are making their way even closer to reality.

Another way to look at the issue is that, “most non-Western cultures have few achievements equal to Western culture either in the past or present” (Duigan, 1995, p.492). The modern achievements that put America ahead of other countries are unique to America because they were often developed here. Many third-world countries still practice things that America has evolved from many years ago such as slavery, wife beatings and planned marriages. Americans are also given many freedoms that are often unheard of in other countries. For example, homosexuality is severely punished in other lands, while we have grown to realize that it is a part of the genetic makeup of many people and they cannot control it. Fortunately, America prides itself on keeping an open mind and strives to ensure equality to all its citizens, but since America is shared by all that live here, it is nearly impossible to give every citizen an equal amount of attention. Therefore, Americans and immigrants alike must be willing to overlook some parts of their heritage in favor of a multicultural curriculum, the first step to a fully integrated America.

There certainly is no easy answer to the debate over the integration of a multicultural education in America. Proponents will continue to argue the benefits that unfortunately seem to be too far out of reach for our imperfect society. The hard truth is that it is impossible for our school system to fairly cater to the hundreds of nationalities that already exist, let alone the hundreds more that are projected to arrive during the next century. In order for us to live together on the same soil, we must be willing to overlook parts of our past in exchange for a new hope in the future. Our only chance is to continue to debate the topic with hopes for a “middle of the road” compromise.

In conclusion, in order for us to function as a whole, we need to start thinking of America in terms of a whole. With a basic understanding of other cultures, and more importantly, the tools and background to think critically about other cultures, students will gain a deeper understanding of their own cultures. Students need to be taught to not make decisions about people based on their color, sex, religion, or national origin, but rather on the information that they accurately attained through the critical thinking skills taught in school. In doing this students will be better equipped to work at achieving harmony in this varied racial country through the implementation of an ever-growing and ever-changing multicultural education system.

Bibliography:

Banks, James A. (1991). Multicultural literacy and curriculum reform. The Education Digest, 13, 10-13.

Banks, James A. (1998). Multiculturalism’s five dimensions. NEA Today, 17(1), 17-21.

Cleveland, Harlan. (1995). The limits to cultural diversity. The Futurist, 3, 23-26.

Duignan, Peter. (1995). The dangers of multiculturalism. Vital Speeches of the Day, 22, 492-493.

Gagnon, Paul. (1991). Balancing multicultural and civic education will take more than social stew. The Education Digest, 12, 7-9.

Gould, Ketayun H. (1995). The misconstruing of multiculturalism: The Stanford debate. Social Work, 8, 198-204.

Hassinger, Robert. (1992). True multiculturalism. Commonwealth, 10, 10-11.

New York State Social Studies Review and Development Committee. (1992). Multicultural education benefits all students. Education in America – Opposing Viewpoints, 144-150.

Pyszkowski, Irene S. (1997). Education for the nineties. Education, 114, 151-157.

Ryan, Francis J. (1993). The perils of multiculturalism: Schooling for the group. Educational Horizons, 7, 134-138.

Stotsky, Sandra. (1992). Academic versus ideological education in the classroom. The Education Digest, 19, 64-66.

Chapter 6; Topic 2

An RF Group and its RF NeighbourhoodsThe optimal setting for RF for each AP is monitored by the RRM. Several APs under the RRM algorithm s are considered members of a single logical RF group, and they are under unified administrative control. Since one FP group can configure a single controller, it contains all the APs joints to develop it. A single RF group can span multiple controllers, but only one can run the RRM algorithm for all the APs present in the RF group. In addition, RF neighborhoods are formed by APs contained in one RF group organized by the RRM.

RF Group and its RF Neighbourhoods; internet source

https://www.cisco.com/c/en/us/td/docs/wireless/controller/7-6/configuration-guide/b_cg76/b_cg76_chapter_010000000.pdf

An RF group refers to a logical collection of controllers coordinating to perform the RRM in an optimized manner universally accepted. Its purpose is to calculate network performance based on per-radio. The RMM runs at a default time lap of 600 seconds. RF groups define controllers’ clusters and facilitate system-wide dynamic RF management. Access points validate messages to each other using the RF group name. An RF neighborhood in auto mode is formed automatically when access points on different controllers receive signals from validated neighbor messages with a –80 dBm or stronger signal strength. The RF group leader sends keepalive messages to each of the RF group members and collects real-time RF data