The Role Of Marketing In A Consumer Society Marketing Essay

The Role Of Marketing In A Consumer Society Marketing Essay This report will use Apple Inc as a case study to underline the importance of what is the role of marketing in a consumer society? Also there will be critique of different theorist such as Jean Bauldriard, Raymond William and Stuart Hall to for the marketing concepts. The modern definitions and history of Marketing; During 18th and 19 century Marketers realized that consumers are buying products for the sake of their desires and satisfaction, where as before only selling a product was important and not the need and satisfaction of the customer. When companies realized the needs and want of the customers then they started to change rapidly and started to create an image in customers mind by using advertising/promotion. Technological and social changes are included in this change. Nowadays marketing defined as involving product development, distribution, pricing and communication. Also in developed firms, continuous attention to the development of new products with product modifications and services to meet the changing needs of customers. Peter Drucker states that The aim of marketing is to make selling superfluous as most companies doing marketing to distribute information to seek attention and persuade customers to purchase. As a result we can say that marketing is a process that aims to understand and satisfy the needs of a customer to make sales and maximise revenue. Marketing is not advertising, it is one of the component within marketing, which is used to inform consumers about product or services provided. This report will use marketing techniques and strategies apply it to Apple inc. to explore the concept of marketing and its role in consumer society. Raymond Williams highlighted about advertisement in the Magic System theory, that advertising doesnt means of only selling goods/products. However, advertising in its modern forms operate to maintain the consumption ideal from criticism, that consumption does not address social needs. Consumer society is when people buy new goods and services, it can also be said as consumer behaviour in terms of demand is constantly changing especially for the goods that they do not need, and which leaves high value on owning many things. We are all participants in an existing phenomenon that has been variously called a consumerist culture and a consumer society. Consumerism is a social and economic method that is based on the systematic creation and encouragement of desire to purchase goods and services in increasingly amount. To say that some people have consumerist attitudes or values means that they always want to consume more. The theory states that an increasing consumption of goods is economically beneficial. In long-term historical and social factors influencing consumption. Jean Baudrillard stated the consumption theory in his (The Consumer Society) book, that consumption has become the most important basis of the social order. He explores how consumer products, rather t han modern decisions such as class, made up a system of signs that differentiated the population and those meanings related with products being delivered to customers via. Apple Inc.http://www.hotstocked.com/articles-img/small/apple-inc.jpg Apple Inc is an American multinational company established on April 1st 1976, which designs and produces consumer electronics such as iPones, iPods, iPads and iMacbook and software products and its best known for its computer hardware products including Macintosh personal computer line, Mac OS X, extremely loyal user-base, iTunes media application and the iPod personal music player. The companies head office is based in Cupertino, California. CEO and co-founder is Steve Jobs. Apples popularity increased more in late 1970s with its interesting, forceful and inviting advertisements to inspire individuals. In 1990s Apples advertisements were at the top with the Think Different campaign, it owned its popularity by using famous people in their adverts. Apple has achieved its high targets in its development and growth in 2007 when they first created iPhone, which has changed the fortune of the company. The iPod, iTunes, iPhone and new great Mac computers became the most popular and profitable devices ever for Apple. Apples Marketing Strategies and Techniques Apple has gained successful image in past couple of years with their creative, fresh and progressive way of making business, they create great style and designs, great strategy, innovative marketing, smooth and tempting communications. Apples seductive success is owned by their iPhone, iTunes and iPod products. All these products have presented a combination of an immense hardware, perfect style, and great software, expeditious and speedy performance with a good e-business service. (2007, 2010 Venrtygo team)steve jobs apple computers Apple has exceeded $160 billion in 2008, $210 billion in 2010 and in January 2011 they exceeded $302.47 billion in market capitalization, as Apple Inc. shares has increased by more than seven points. They made huge differences in the market shares and this implies that consumers are more aware of the products, and the right marketing strategy used has reached to right consumers. Apples has made extraordinary campaigns in communication with consumers and extremely modified marketing strategy with particular target section of the market. They appeal to customers needs and wants directly with their great communication, the distribution network and with their quality and price ratios. Apples has several key strategies in marketing which made them successful and come to top of their game in a way like no other. Apple always managed to extend their experience and created a tribe. Apple also communicates in the language of their audience; Apple tries to give information in the way that their customers want to be informed. Their prices are justified, apple customers gladly pay premium for the reason of their good selling quality devices are nowhere else. They ignore critics, any time Apple produce a new device especially for the iPad people say that it will fail. Every time Apple decided make new changes and introduce a new device they prevailed. Steve Jobs did not listen to critiques instead focus on building what they want to build. Albert Einstein said that Great ideas often receive violent opposition from mediocre minds. Apple turns the ordinary into something beautiful. PC makers constitute a standard hardware for standard applications. Apple is the leading best standard operating system and computer system against to their competitors. Simultaneously they are exploring the design standards as well. Result of this is the multi-wanted iMac, Mac book Air and iPhone 4 Former of Apples marketing executive and consumer marketing expert Steve M. Chazin has revealed the Secrets of the World Best Marketing Machine from Apple.http://www.i-seb.com/wp-content/uploads/2009/04/segmentation.jpg One Dont Sell Products (People buy what other People have) according to Steve M. Chazins point here is that products dont sell people do. For example when looking to the advertisement of the popular product iPod, there is lots of happy, energetic people dancing in shape against a colourful, vibrant and ever-changing background and it is the newest, trendiest features coming on the market, which gives customers the desire to buy as we live in a society that wants things new and improved and different from the regular products. Therefore Apple is showing its customers the difference they have from their competitors, it isnt selling you a simple MP3, its also inviting you to the difference lifestyle of apple. They indicate that if you use MP3 youll hear good music, but if you use apple iPod then you will feel good due its value and ability to play it in many different places. As Raymond Williams talks in The Magic System that in our society advertisements are created to make customers t o believe that the product they buy will make them feel in a different way. Apple makes people believe by the advert that they will feel the same way of those happy dancing, energetic people. Also Apple has an distinctive white headphones (uniquely to Apple), which are produced as pure apple marketing trick, it is designed to make visible part of their product a status symbol, wear white headphones and you are the member of the club. For example the advertisement of iPod shows us the people shadows dancing hold their iPods and showing distinctive white headphone. Accordingly Baudrillard states that, consumption is the most important basis of the social order and sociologically a particular individual belongs to a specific group which consumes a specific product, and the individual consumes such a product because he or she belongs to such a group This theory is related to the marketing that Apple gives to its customers, when customers buys Apple Product because they know that they belong to that society and it add-ups value to them. According to Raymond Williams when people buys more than just the product, as they buy self-respect, beauty, and power in their society throug h this consumption. Raymond also believed that people who have high consumption of products are living high standard life. .http://cdn1.iofferphoto.com/img/item/193/716/718/oZ4Y.jpg Two Never be the First to Market, (Make Something Good Greater) the marketing executive of apple applies that Apple is always leader creating new categories, surely they have never invented anything new such as PCs and MP3s and phones, but iPhone is very successful with functionality of on existing designs such as The Mac, iPod, iTunes and iPhone. Apple makes complex things easy and elegant as it is easy now to get music in to your pocket. Apple dont define you categorize rather they try to occupy shelf space that already exist in prospects mind, apple focuses on the one thing they do better and then make that mater to us. Baudrillard also declares that he can go one better and introduces a third form of exchange which is symbolic exchange in the form of the sign. Baudrillard argues that in addition to the satisfaction of human needs, commodities can also provide social status something of increasing value in modern society. This value is expressed in the form of the sign. Three Empower Early Adopters, this aspect identifies that Early adopters are those who are genuinely Apple Lovers and those who taking a risk to help Apple to succeed. Early adaptors are younger in age and have money to spend. Steve M. Chazin says that they are the first to take Apple product to everywhere. iPhone users feel in the same way the PowerBook users felt in 1993. Early adopters are the first to voice Apples marketing force through word of mouth as these adopters have set apart from the crowd and their gadget is a symbol of their states which they are proud to show off. http://www.dealgiant.co.uk/wp-content/uploads/2010/01/MacBook_Pro_MB990B-A_offers.jpg Apples glowing apple logo is always upside down to you and it was fixed to be right side up for others to see when you open you open your Macbook you are showing others the brand and selling the brand to others. What this makes is that enables customer to make their choices by seeing it in others. Baudrillard stated that either prior production (polls, market studies) or subsequent to it (advertising, marketing, conditioning), the general idea to shift the locus of decision in the purchase of good from customers where it is beyond control to the firm where it subject to control (p.38). Apples intention is to make customer come to them without any encouragement via the firm. Apples secure customer loyalty by considering its product strong design as it is plain and simple. Many consumers may possibly not ready to buy an Apple computer due to its price, but they are willing to give gadgets to try such as smart iPods or iPhone, as these products are lower price entry to Apple Inc it gives the customer opportunity to be introduces to the brand and its quality products. Customers are more likely to buy apple computer in future if they are happy with these gadgets. According to Baudrillard he described the way of influencing customers desires the infernal round of consumption is based on celebration of needs that supposed to be psychological. These are distinguishes from physiological needs since they are supposedly established through discretionary income and the freedom of choice and consequently manipulate at will (Baudrillard p.39). Apple can influence easily their existing customers who are using iPhone, iPad and iPod to buy their Mac book computers.http://www.itechnews.net/wp-content/uploads/2008/06/griffin-powerdock-2-iphone-ipod.jpg Encoding / Decoding in Apple Inc. Stuart Hall developed a theoretical model to clarify the influence of television broadcasts such as advertisements called the encoding and decoding model. Encoder is trying to transfer information in a certain meaning based way to decoder, while decoder is adapting this original meaning into a new version according to their own way of perceiving. Production, here, constructs the message (Hall, 1980). According to iPod advertisements via Halls concepts, arguing that his production-reception model is a useful approach to understanding modern mass media messages, especially advertising. This model assumed that the media tools had an interest in production, circulation, distribution, consumption and reproduction rather than just conveying a message. In the encoding/decoding model of media discourses developed by Stuart Hall, the meaning of the text is located between its producer and the reader (Hall, 1980). Therefore apple produces plain and not confusing adverts towards customers as if the decoder perceiving differently to the encoder, the decoder will create their own version of the message with a totally different intention. When decoder functions under this position hall states that He/she is operating with what we must call an oppositional code (Hall, 1980). Encoding decoding is not a important concept for Apple Inc as their customers all ready knows what to perceive they wont be confused. Apple Branding Marketing executives in a company give values to add services to a product and an attempt to enhance their products like Apple with values and links that are recognised and valuable to their customers which is then a brand.   Identification or distinction from other competitors is the reason for branding which gives them their own identity. Apple is one of the examples which are now leading as a brand in IT arena.   Apple (brand name) which is auspicious had a consumers loyalty by the strength of their services and values which then lead the customers to repeat a purchase from the same company again. Advertisements do have an enormous attraction for a customer to hit on an individual mind for a company.   Apple as compared to other companies is a well recognised brand and it definitely preferable by customers.http://www.damonchernavsky.com/Pictures/Creative_Ads/Evolution_of_Brands/history-of-apple-computers.jpg Critical Analysis and conclusion Conclusion Referances Dougherty, M. (2010) The story of apple Inc. Last accessed on 12.03.2011 [online] http://www.brighthub.com/computing/mac-platform/articles/65346.aspx http://blog.kissmetrics.com/7-strategies-apple-marketing/ 6 Unfair Market Advantages You Should Steal from Apple http://www.vertygoteam.com/apple_marketing_strategy.php http://www.theglaringfacts.com/2010/11/encodingdecodingmodel Williams, Raymond (1962) Advertising, the Magic System. In Problems in Materialism and Culture. London: New Left Books. Baudrillard, J. (1998). The Consumer Society: Myths and Structures. Sage Publications Ltd. London, England. http://mashable.com/2011/01/03/apple-300-billion/

An Economically Important Crop

A. sativa is an economically important crop and ranks sixth in world cereal production after wheat, rice, maize barley and sorghum (FAO, 2012). It is an important role as food for human and feed for animals in central high lands of Ethiopia; it is one of the best dual-purpose cereal crops. Ethiopia as a region with wide altitudinal range, substantial temperature, and rainfall differences with diverse edaphic conditions create a wide range of agro-ecological conditions and microenvironments. Ethiopia, is considered as a secondary center of diversity for the oat, little has so far been done towards determining the genetic diversity, population structure and acid soil tolerance capacity screening of Ethiopian oat accessions. More nutritious and high yielding oat varieties are needed to run an efficient livestock industry as well as to secure human food security on which dependence of increasing population is taking ride. So, it becomes important to take advantage of the germplasm available to develop the superior cultivars for specific needs.Thus, the present study was undertaken to identify or catalogue oats genotypes along with the assessment of genetic diversity prevalent in different geographical regions in the country and from USA, Netherlands and Australia. The 176 oat accessions were used for the present investigation and they were sown in a RCBD design with two replications at each site. Observations were recorded on various morpho-agronomic characters viz; plant height (cm), internode length (cm), number of nodes per main stem of a plant, number of tillers /plant, Flag leaf length (cm), length of panicle (cm), number of spikelets per panicle, days to 50% flowering, days to maturity, biological yield per m2 (g), grain yield per m2 (g), and harvest index (%). This study also provides one of the first reported investigations of association analysis in a diverse population of oat, and thus, it will provide a useful benchmark for comparison with future results and with results from other species. Accurate assessment of the levels and patterns of genetic diversity has tremendous importance in the analysis of genetic variability in cultivars; identifying diverse parental combinations to create segregating progenies with maximum genetic variability for further selection; and introgression of genes from more exotic germplasm to broaden the genetic diversity of oats. The results obtained in our study provide a better understanding of genetic diversity along with its aluminium tolerance from different regions of Ethiopia as well as USA and Netherlands and Australia oat germplasm accessionsBased on molecular and agro morphological data there are no clear differentiation between populations; the population that were analyzed as genus level, A. sativa population and A. abyssinica population. The present study revealed that the oat accessions had significant wide range variability with respect to qualitative and quantitative traits. Moreover, the variations observed (both qualitatively and quantitatively) were fairly distributed across the regions/populations the accessions were collected from. These indicated potential genetic diversity prevalent in oat accessions, which can be harnessed future breeding and conservation endeavors in Ethiopia. A high genetic diversity exists in Ethiopian accessions as well as in USA and Netherlands- Australia accessions. There is a significantly higher variation within the populations than among the populations. In addition, there is a significantly higher variation within cultivated as well as within wild than among the cultivated and among wild. Furthermore, there is a significantly higher variation within species than among the species.The molecular diversity analysis was carried out using 19 SSR markers in all the 176 germplasm. The SSR markers showed clear differentiation between wild and cultivated, but they failed to differentiate from Ethiopian and USA and Netherlands-Australia cultivated oat accessions. The following molecular data were recorded for allelic parameters like, number of alleles/effective alleles; average heterozygosity; genetic diversity; and Polymorphic Information Content (PIC), demonstrating the availability of adequate genetic diversity in the wild oat accessions that can be exploited in the future. These variations in the allelic parameters were also noticeable across regions/populations sites. Peculiarly, the geographic populations, Shewa and Gondar and Arsi, had the most excessive number of effective alleles in 176 oat accessions the whole, 81 A. sativa accessions, and A. abyssinica accessions; and expected/unbiased expected heterozygosity measures. This indicated that these regions possess higher importance towards through introgression desirable genes into other oat genotypes in Ethiopia. The following molecular data were recorded for allelic parameters like, number of alleles/effective alleles; average heterozygosity; genetic diversity; and Polymorphic Information Content (PIC), demonstrating the availability of adequate genetic diversity in the wild oat accessions that can be exploited in the future. These variations in the allelic parameters were also noticeable across regions/populations sites. Peculiarly, the geographic populations, Shewa and Gondar and Arsi, had the most excessive number of effective alleles in 176 oat accessions the whole, 81 A. sativa accessions, and A. abyssinica accessions. This indicated that these regions possess higher importance towards through introgression desirable genes into other oat genotypes in Ethiopia.Cluster analysis grouped 176 genotypes into five clusters whereby the individuals within any one cluster are more closely related than are individuals in different clusters. Our expectations were, the hexaploid specie might be grouped together and tetraploid species may have clustered together, while hexaploid and tetraploid species should have to be clustered separately since they possessed different genome. unlikely to our expectation the result showed that hexaploid and tetraploid were grouped together. Clustering these groups were similar both in molecular and agro-morphological data. Similar results were found for molecular data. The DARwin 5.0 software was used to generate the dendrogram. All the genotypes were clustered into 3 clusters of different sizes. On the other hand, results of PCA and various recorded values of important agro-morphological descriptors were jointly used to determine the groups identified in the molecular analysis at a STRUCTURE present k=2. As a result, the first group, USA and the Netherlands – Australia belonged to the cultivated oats, A. sativa; whilst the second groups were predominated by accessions from the Ethiopia, both cultivated and wild. Consequently, it was concluded that Cultivated oat groups had higher genetic diversity than their respective Wild oat counterparts in Ethiopian oat germplasm. The current study showed that Root Length (RL) was affected more by Al toxicity. Lower Al toxicity levels less than 50 Â µM had no significant effect on the growth performance in most oat accessions, while the growth of RL showed a decline with increasing Al concentration and toxicity levels. The impact of Al toxicity on oats germplasm became influential upon toxicity level increments. The optimum Al3+ concentration for tolerance level could be 112.5 Â µM oats. Thus, these accessions should not be recommended in area where soil acidity is predominant. However, A. vaviloviana accessions were highly Al tolerant as revealed by root growth performance and can be promoted in area where soil acidity is a challenge. This study is the first of its kind to evaluate the performance of Ethiopian oats to Al-toxicity. The study clearly showed the possibility of developing lines and genotypes that can tolerate acidity in Ethiopian context and support agricultural development in acidic soil area in the country. In conclusion, the present study generated unique outcomes in terms of directing the phenotypic and molecular genetic diversity; population structure of the genepools; and to identity of sub-groups up to the species level. It is considered to put the platform for future breeding and genetic resource conservation programs in Ethiopia.

A Study on Lawrence Venuti’s Translation Theory Essay

Lawrence Venuti is a distinguished translator, translation theorist and master of deconstruction whose works are included in two collections of stories by Dino Buzzati. Venuti is the recipient of a translation grant from the National Endowment for the Humanities and a Premio di Cultura for translation from the Italian Government. A former judge of the PEN-BOMC Translation Award, he teaches at Temple University as an Associate Professor of English. He is the editor of anthology Rethinking Translationï ¼Å¡Discourseï ¼Å'Subjectivityï ¼Å'Ideology; the compiler of The Translation Studies Reader and the author of two major books on translation. —The Translator’s Invisibility: A History of Translation and The Scandal of Translation: Towards an Ethics of Difference. Lawrence Venuti has studied the translating practice with a critical eye since the 1660s and introduced the dominant position of the fluentness in translation strategies, which helps form the canons for translated literature in Anglo-American language and culture; he has analyzed the influence of the textual and non-textual elements to translation such as relationships between ST and TT and between writer and translator, etc., in hopes of finding a text that can load the foreignness and situate the translator in the foreground. Venuti’s theory has re-analyzed the connotation of translation. He is strongly against domestication of translation, which embodies the ethnocentrism and cultural hegemony in essence. So he puts forward new translation methods such as â€Å"resistance†, â€Å"symptomatic reading† and â€Å"abusive fidelity†. He hopes to make a new position for translation that should be read as a translation with its own value, which not only puts post-modernism in translation but also leaves enough space for Chinese scholars and students to rethink translation. Beside Introduction and Conclusion there are five chapters in this thesis: Introduction briefly introduces the present situation of translation studies and the theme, the structure and goal of this thesis; Chapter One collects and briefly introduces the most important parts of Venuti’s translation theory, trying to find the essence and key points from either textual or non-textual aspects; Chapter Two tries to analyze Venuti’s theory from both diachronic and synchronic perspectives in hope to find the properties in the modern times; Chapter Three integrates theories of different schools and focuses on analyzing the functions of Venuti’s translation theory in translating practice and review through comparative studies. Chapter Four briefly analyzes the backgrounds and ways of introduction of Venuti’s theory and its influence on translation studies and practice in China, as well as the present status of its misreading and mistranslating; Chapter Five analyzes the merits and demerits of Venuti’s theory from both positive and negative aspects, hoping to generalize his contribution to translation studies and draw attentions to the void space for rethinking translation; Conclusion sums up the whole thesis. Key Words: Lawrence Venuti power relationships resistance foreignness rethinking

Beowulf Monster Vs Hero Essay - 1557 Words

In Christian medieval culture, the term â€Å"monster† was used to refer to anything born with defects, as they were deemed God given signs of bad things to come. However, when exactly does a person gain the title of â€Å"hero†? From acts of defeating monsters, to defending a distressed village against a powerful plague, many are then considered heroes, yet when someone considered a monster does something heroic, does that cancel out their villainy? And vice versa? While Beowulf exhibits a multitude of heroic attributes, his undermining beast like qualities are hard to miss, and essentially pose the question to the reader: What is the relationship between monster and hero, and is there an overlap? The epic Beowulf blurs the lines between what it†¦show more content†¦With a great and horrendous monster like Grendel, one would think that the author would describe the onset fear he produces onto his victims. However, when Grendel and Beowulf commence their battle , there is an immediate change of tone and diction that visibly illustrates a fear of Beowulf and his strength. From â€Å"The captain of evil discovered himself in a handgrip harder than anything he had ever encountered in any man on the face of the Earth.† (lines 749-752) to â€Å"It was the worst trip the terror-monger had taken to Heorot.†(lines 764-765). If the poet were to omit the nouns used to entitle Grendel(captain of evil and terror-monger), with that of his actual name, one could not help but sympathize with his pain. The climax of his fear ends with â€Å"Then an extraordinary wail arose, and bewildering fear came over the Danes.† (lines 781-783). It is interesting to see that the Danes is described as in fear, once Grendel has cried out in explicit pain due to his defeat. This ties back to the roles and relationship of Heroes and Monsters. Whilst Beowulf is the Hero of this epic, his presence and actions descriptively trigger the most fear among the monster, and thus the the danes as well. This leads to the manifestation of a sort of â€Å"evil twin† story line. An evil twin story usually depicts physical copies of protagonists, but with profoundly inverted moralities. However,Show MoreRelatedEssay on Beowulf study guide1576 Words   |  7 PagesHrothgar and his response to learning that Beowulf has come to his kingdom. A. The king is sad and depressed that his kingdom has fallen into such a state of disrepair. He is overjoyed to learn that Beowulf, whom he knows from stories and his father, Ecgtheow, has come to fight Grendel. Hrothgar promises Beowulf treasure if he can defeat the monster. 2) In the beginning of â€Å"Beowulf,† King Hrothgar’s hall has been deserted for twelve years. In a short essay, tell why the hall has been deserted. 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