Marketing Mistakes and Successes - 175322 Words

ELEVENTH EDITION MARKETING MISTAKES AND SUCCESSES 30TH ANNIVERSARY Robert F. Hartley Cleveland State University JOHN WILEY SONS, INC. VICE PRESIDENT PUBLISHER EXECUTIVE EDITOR ASSISTANT EDITOR PRODUCTION MANAGER PRODUCTION ASSISTANT EXECUTIVE MARKETING MANAGER ASSISTANT MARKETING MANAGER MARKETING ASSISTANT DESIGN DIRECTOR SENIOR DESIGNER SENIOR MEDIA EDITOR George Hoffman Lise Johnson Carissa Doshi Dorothy Sinclair Matt Winslow Amy Scholz Carly DeCandia Alana Filipovich Jeof Vita Arthur Medina Allison Morris This book was set in 10/12 New Caledonia by Aptara ®, Inc. and printed and bound by Courier/Westford. The cover was printed by Courier/Westford. This book is printed on acid-free†¦show more content†¦While mistakes provide valuable learning insights, we can also learn from successes and find nuggets by comparing the unsuccessful with the successful. With the addition of Google and Starbucks, we have moved Entrepreneurial Adventures up to the front of the book. We have continued Marketing Wars, which many of you recommended, and reinstated Comebacks of firms iii iv †¢ Preface rising from adversity. I have also brought back Ethical Mistakes, because I believe that organizations more than ever need to be responsive to society’s best interests. Altogether, this 11th edition brings seven new cases to replace seven that were deleted from the previous edition. Some of the cases are so current we continued updating until the manuscript left for the production process. We have tried to keep all cases as current as possible by using Postscripts, Later Developments, and Updates. A number of you have asked that I identify which cases would be appropriate for the traditional coverage of topics as organized in typical marketing texts. With most cases it is not possible to truly compartmentalize the mistake or success to merely one topic. The patterns of success or failure tend to be more pervasive. Still, I think you will find the following classification of cases by subject matter to be helpful. I thank those of you who made this and otherShow MoreRelatedEssay On Successful Home Business792 Words   |  4 Pagesis, are there too many competitors in the area that you plan to offer the product or service? Can you offer something that has no comparison and at the same time generate profits? By analyzing the competition, you can learn from your failures and successes. Focus on a niche market Needless to say, it can not be everything for everyone and can not make everyone happy, no matter how hard they try. Therefore, try to focus your business on a specific segment of the population. 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American Imperialism - 797 Words

Associate Program Material Appendix A American Imperialism Part 1 Complete the chart by identifying the following: Identify the countries or areas where the United States engaged in countries or areas where the United States engaged in imperialistic actions during the period from about 1870 to 1914. Discuss why each area was important to American empire building—political, economic, and social. Explain America’s expansionist ideals. What were some factors that justified American imperialist actions? Identify the current political status of these places in relation to the United States. Age of Imperialism: 1870 to 1914 Place | Why was there interest? | U.S. actions | Status today | EXAMPLE:Alaska | The U.S.†¦show more content†¦The Spanish war gave the United States an empire. At the end of the Spanish war the United States took Spanish colonies such as Puerto Rico, the Philippines, and many other islands. The creation of the American Empire leads to the end of the Spanish Empire. The United States wanted to build up the countries so that markets would open up and purchase American goods and to improve the American economy. Do you think the United States is currently an imperialist country? Why or why not? No I do not think the United States is an imperialist Country. We do not try or even want to take over any other countries. We want to buy their products instead, and sell our products to them. Also when the United States attacks another country it is out of defense, we only support wars that are in self-defense. During WWI we took no possessions as our own, and prevented others from doing this. During WWII we helped to rebuild Japan and Germany instead of taking control, and returned full power to the Filipino Government. In the Korea and Vietnam War we came to the aide of both countries. During the Afghanistan war we fought and are still assisting then Government until we are no longer needed. 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Principles of communication in adult social care setting free essay sample

Explain how communication affects relationships in an adult social care setting Relationships are important within a social care setting as residents need to feel that are in an environment where they are able to communicate confidence to any ember of staff. Communications between all staff are equally important due to changes to the needs of certain residents in relations to their care and support they need to receive. Communication is also used in informing doctors, social workers and other medical professions about changes with residents for example if: Mr smith medication had been changed and he was reacting to it, we could ring the doctors for help and advice for the best solution to help Mr Smith. . Understand how to meet communication and language needs, wishes and preferences of an individual . 1 Compare ways to establish the communication and language needs, wishes and preference of an individual There are different ways to establish communication with an individual by using verbal or non-verbal communication for example non-verbal communication such as sign language as people who are hard of hearing may be reassured by the use of sign. We will write a custom essay sample on Principles of communication in adult social care setting or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Interpreters can be used to help language barriers by ensuring all care and wishes are being protected such as religious rules and preferences. Together with this your body language is equally important as the way e present ourselves to people can set the tone of the conversation we are about to have. Verbal communication can also be used to ensure all needs, wishes and conversation with the resident. 2. Describe the factors to consider when promoting effective communication There are loads of different factors to consider when promoting effective communication, such as the hearing ability of the person in which you are talking to, the sight as many people follow your mouth while they are being spoke to if they are hard of hearing, the tone of your voice help explain the reason for the conversation. Speaking on the same level to help the resident from feeling intimidated. The environment is also a massive contributor in helping promote effective communication such as family and friends, or even what you hear on the radio or see on the television this can help by Just hearing someones voice or seeing things on the television you may feel that you are not alone and can comfort residence that may like to spend time within their own space, it can also help by following story lines within society 2. 3 Describe a range of communication methods and styles to meet individual needs. Different communication styles and methods while ensuring you meet the needs of an individual can be meet in different ways such as looking into someones eyes helps to establish there mood and feeling by the way they are looking to what youre saying, there face can help explain how they are understanding what you are saying to them and can also indicate if they are in any pain or discomfort, tone of voice can also set the tone for the conversation weather it is informal or a formal conversation. Touch can also help to meet the needs of the individual as though touching someone ou can send different vibes such as care, affection, reassurance or even power over them. Body language is a other way to communicate to help meet the needs of an individual by sitting on the same level as someone you can make the situation more relaxed than standing tall over them which could make them feel intimidated. Research has shown that people pay more attention to facial expressions and tone of voice than spoken words, also behaviour is also an important as you must respect the individual no matter what day you are having you must remember that you need to emain professional. You can also communicate using verbal communication such as different styles of vocabulary, pitch and even the pitch of you voice while speaking to an individual. 2. Explain why it is important to respond to an individuals reaction when communicating It is important to respond to an individuals reactions while communicating with them as they may become scared, worried or even not understand what is been asked or said to them. They may also need to be comforted understand what is been asked or said, you can do this by nodding your head, aking eye contact or even repeating what has been said in the conversation. 3. Understand how to overcome barriers to communication

The Effects of Clumbus Arrival in the Americas Essay Example For Students

The Effects of Clumbus Arrival in the Americas Essay The Effects of Columbus’ Arrival in the America’sIn order to understand the effects of Christopher Columbus’ arrival in the Americas, one must first understand the native populous’ level of technology, as well as their cultural background. In this essay you will find first hand accounts as written by the people that were with Columbus when he landed, as well as documentation from his hand. The point of this essay is not to degrade an explorer of new lands, but to show that he, like so many other explorers, assumed that the native peoples to be primitive because of their relative lack of â€Å"modern† technology.Unfortunately, we assume that our culture is always the best, this essay will also prove that that can be false. We will write a custom essay on The Effects of Clumbus Arrival in the Americas specifically for you for only $16.38 $13.9/page Order now After the voyage across the Atlantic Ocean, Columbus was sure that he’d found the Far East, when in fact he’d discovered the Caribbean Islands. Upon his subsequent exploration of these islands he wrote â€Å"When I Juana (Cuba) I followed it west-wardly, and found it so large that I thought it might be the mainland province of Cathay.† This proved that he truly did believe Cuba to be part of the Far East. Soon this was changed when he further explored the island when he was forced to harbor for the winter. His exploration initially consisted of two men, whom he sent â€Å"to learn if there were a king or any great cities,† to his surprise, they returned saying that they had â€Å"Found interminable small villages and a numberless population, but nought of ruling authority† (Johnson 9).One is then lead to believe that the Europeans decided the natives were uncivilized, for they had no ruling authority over the land.Their lack of a formal government t o their eyes, as well as the luck of the use of metals, only served to increase the arrogance of Columbus’ men. The native reaction in Columbus’ eyes once a small amount of communication was achieved was one of a friendly child, for as he wrote â€Å"they never say no, but do rather invite the person to accept all manner of things† so much so that Columbus was forced to forbid his men from trading shards of glass for pieces of gold. In Columbus’ own words these people were â€Å"incurably timid† and â€Å"artless† as well as â€Å"senseless brutes.† He not once thought that they were happy in their ignorance of western ways, but instead wrote that the only reason he forbade his men from swindling them with the shards of glass for gold was only â€Å"in order that they may conceive affection,† (Johnson 10) for Columbus’ real goal was that of wealth and he knew that if you cause the very people you are wishing to gain wealth from to feel as though you get the better ‘shake’ they will resent you and cease your relationship. This was and still a great way to do business, as those who you trade with must feel that in return for their goods, they are receiving a greater service.Yet another result of Columbus’ discovery was the influx of missionaries, soldiers, and other Europeans. No matter what you read, Europeans came to the New World for gold, and to fulfill their need to spread the Catholic religion. The spread of the Catholic religion had little effect on the populace, as they already believed that the gods lived in the sky (Johnson 10), so it was not much of a stretch. Once again this shows the arrogance of the Europeans in their dealings with these natives, that in their eyes every thing European was better then the natives. This is further demonstrated by the Aztec mistreatment at the hands of Cortez. .u6b3b0eb401b06629ac1b265c2d58ad28 , .u6b3b0eb401b06629ac1b265c2d58ad28 .postImageUrl , .u6b3b0eb401b06629ac1b265c2d58ad28 .centered-text-area { min-height: 80px; position: relative; } .u6b3b0eb401b06629ac1b265c2d58ad28 , .u6b3b0eb401b06629ac1b265c2d58ad28:hover , .u6b3b0eb401b06629ac1b265c2d58ad28:visited , .u6b3b0eb401b06629ac1b265c2d58ad28:active { border:0!important; } .u6b3b0eb401b06629ac1b265c2d58ad28 .clearfix:after { content: ""; display: table; clear: both; } .u6b3b0eb401b06629ac1b265c2d58ad28 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u6b3b0eb401b06629ac1b265c2d58ad28:active , .u6b3b0eb401b06629ac1b265c2d58ad28:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u6b3b0eb401b06629ac1b265c2d58ad28 .centered-text-area { width: 100%; position: relative ; } .u6b3b0eb401b06629ac1b265c2d58ad28 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u6b3b0eb401b06629ac1b265c2d58ad28 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u6b3b0eb401b06629ac1b265c2d58ad28 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u6b3b0eb401b06629ac1b265c2d58ad28:hover .ctaButton { background-color: #34495E!important; } .u6b3b0eb401b06629ac1b265c2d58ad28 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u6b3b0eb401b06629ac1b265c2d58ad28 .u6b3b0eb401b06629ac1b265c2d58ad28-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u6b3b0eb401b06629ac1b265c2d58ad28:after { content: ""; display: block; clear: both; } READ: Leadership Definition EssayNot all Europeans were completely arrogant, one shining example would be Bernal Diaz del Castillo. Through out his letters and essays, his accounts of his meetings with the natives are very objective, almost nice. He speaks kindly of Montezuma, and his escort, neither making jokes at their expense, nor painting them in a wrong light (Johnson 15-26). Initially there was a cultural clash as demonstrated in the following quote â€Å"Cortez, through Dona Maria, offered him his right hand, and Montezuma did not wish to take it, but he did give his hand to Cortez† (Johnson 16).This showed that the Aztec leader in the name of friendship was willi ng to forgo his own customs, to ensure peace. Unfortunately instances like this were few and far between.The Laws of the Burgos, which were developed in 1512-13, is some of the most tragic methods of forced religion and slavery that I know of. These so called laws did little else than enslave a race for profit. Even though the writers hide behind statements like â€Å" it has become evident through long experience that nothing has sufficed to bring the said chiefs and Indians to a knowledge of our Faith (necessary for their salvation) since they are by nature inclined to idleness and vice,†(Sherman 296) as well as â€Å" Also we order and command that the citizen to whom the said Indians are given in their charge shall, upon the land assigned to him, be obliged to erect a structure to be used as a church,†(Sherman 296) showing their arrogance. You get the feeling from reading this that they at least thought they were doing good, but the very next paragraph they write à ¢â‚¬Å"it is our duty to seek a remedy for it in every way possible†¦. the most beneficial thing that could be done at present would be to remove the said chieftains and Indians,†(Sherman 296) which shows their only want was to remove these peoples from their land, and make them slaves. The Indians slavery was to be a harsh one, but not one that was completely barbaric, for even as the laws to enslave them came into being, the rules for the treatment of the native slaves also came about. For example, one of these very laws was† Every Sunday and obligatory feast day they may come there to church to pray and hear mass, and after mass they shall bring them back to the estates and feed them pots of cooked meat, in such wise that they eat better on that day then on any other†(Sherman 297). This is not to say that the natives were without what we would consider â€Å"barbaric† traditions. For instance there are many accounts on the treatment of their prisoners of war, one of which I will summarize shortly. As it turns out, a prisoner has a pretty good life. As it starts they are fed with the best food available, and the men are given wives, their captors will even allow their daughters and sisters to marry these prisoners. As soon as they’ve outlived their worth and are sufficiently fat, they are finally slain and eaten with great ceremony. To the prisoner it is a great honor to be defiant as well as jubilant in the face of your slayers (De Lery 122-133). We consider cannibalism a vile act, but when you have an entire continent that participates in the right, who were the Europeans to say it was wrong? Were not the Europeans also wrong in living in filth, because bathing was said to wash away the natural defenses of the earth? We do know today that cannibalism can lead to some bad diseases, but that was just a recent discovery. .u97d93d1e8dfe3dfe17cf345873984bc6 , .u97d93d1e8dfe3dfe17cf345873984bc6 .postImageUrl , .u97d93d1e8dfe3dfe17cf345873984bc6 .centered-text-area { min-height: 80px; position: relative; } .u97d93d1e8dfe3dfe17cf345873984bc6 , .u97d93d1e8dfe3dfe17cf345873984bc6:hover , .u97d93d1e8dfe3dfe17cf345873984bc6:visited , .u97d93d1e8dfe3dfe17cf345873984bc6:active { border:0!important; } .u97d93d1e8dfe3dfe17cf345873984bc6 .clearfix:after { content: ""; display: table; clear: both; } .u97d93d1e8dfe3dfe17cf345873984bc6 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u97d93d1e8dfe3dfe17cf345873984bc6:active , .u97d93d1e8dfe3dfe17cf345873984bc6:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u97d93d1e8dfe3dfe17cf345873984bc6 .centered-text-area { width: 100%; position: relative ; } .u97d93d1e8dfe3dfe17cf345873984bc6 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u97d93d1e8dfe3dfe17cf345873984bc6 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u97d93d1e8dfe3dfe17cf345873984bc6 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u97d93d1e8dfe3dfe17cf345873984bc6:hover .ctaButton { background-color: #34495E!important; } .u97d93d1e8dfe3dfe17cf345873984bc6 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u97d93d1e8dfe3dfe17cf345873984bc6 .u97d93d1e8dfe3dfe17cf345873984bc6-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u97d93d1e8dfe3dfe17cf345873984bc6:after { content: ""; display: block; clear: both; } READ: A Loyalist And His Life EssayTo further demonstrate the arrogance of the European settlers, there are a few papers written on the reactions to what the Natives called religion. To start with the paper states that â€Å"there is no people so brutish, nor any nation so barbarous and savage, as to have no feeling that there is a divinity†(De Lery 134). Once again the â€Å"we are the only ones who are right† attitude of the Europeans is made apparent, by the previous statement. Upon further examination of the religion of the natives, this quote was found â€Å"not only do they believe in an immortal soul, but they also firmly maintain that after the death of th e bodies, the souls of those who’ve lived virtuously, †¦ go to dance with their ancestors, while on the contrary, those who have neglected the defense of their father land, go to Aygnan, by whom they say they say these unworthy ones are tormented†(De Lery 136). For the reasons stated above it is my belief that though the Native Americans were more primitive technologically, they were as civilized as the European explorers. The native’s lack of gunpowder left them unable to compete with the incoming invaders (Europeans). Both groups were extremely vicious, European medicine of the time, was the scariest thing out there, but the cannibalism of the natives was equally vicious. As bloody as the wars between the native peoples were, they did not hold a candle to the numerous people who were persecuted because of their religion, or way of following that religion, but not once to my knowledge did a Catholic ever eat a Protestant. Bibliography: