Issue reaction Paper Essay Example | Topics and Well Written Essays - 750 words

Issue reaction Paper - Essay Example In this case, it is evident that terrorism is responsible for economic losses, loss of life, and the failure to achieve world peace with terrorism instrumental in ensuring that the basic freedoms of people are not effectively achieved. Despite the issues raised by Mathew being important and requiring urgent attention, this essay posits that terrorism is the greatest threat not only in America, but in the world over. The September 11 attacks highlighted the identification of terrorism as the greatest threat in America. As a result, discourse was shaped around terrorism and other issues largely took a backstage with the department of defense remaining one of the most funded departments in the country in order to protect the America, its citizens, and its interests.2Nonetheless, Mathew indicates that the largest challenge, and threat, that the country faces is not terrorism, but it is with issues related to the health issues such as medical insurance, underage drinking, cancer, and inef fective gun control.3 It is evident that Mathew has a point on the importance of addressing these issues. Using the issue of gun control as an illustration, there has been a great concern in the country following various incidents of mass shootings that highlight the importance of strict rules that prevent shooting incidents in school and other places. To highlight the importance of tight rules in gun control, a man opened fire in Connecticut’s Sandy Hook Elementary School and killed about 27 people last year with 18 of these people being school children.4It is important to point out that this is one incident, among many other incidents, which highlight the importance of gun control in the country. Based on this evidence, it is crucial to point out that this issue remains a threat to America although it is not as a bigger threat than the threat posed by terrorism. Unlike incidents of gun use, terrorism incidents can cause great havoc not only to the current generation, but al so to future generations. Hence, I do not agree with the statement â€Å"Terrorism is not the Greatest Threat† since the threat posed by terrorism is much more than the threat posed by these other issues that Mathew highlighted. Terrorism is responsible for creating fear in the society, which contributes to low productivity in people since they live in constant fear. In a study conducted after the 9/11 attacks, a majority of people living in major cities were afraid when going to work since they did not know when terrorists would strike next.5Other than creating fear among the citizens of America and the world over, the economic losses resulting from terrorism are enormous. In this case, it is evident that terror activities bring enormous losses that affect the country’s economy. Alone, the 9/11 attacks contributed to a $3.3 trillion loss in the economy as pointed out by experts with these losses arising from the toll and physical damage, impact on the economy, and the cost of engaging in war in order to stop future attacks.6 From the foregoing, it is evident that there are other issues that are a threat to Americans. In this case, issues related to factors such as gun control, medical insurance, cancer, and many others are a threat to America. Importantly, these issues led to Mathew’

Project Proposal ONLY Assignment Example | Topics and Well Written Essays - 250 words

Project Proposal ONLY - Assignment Example In the current decade, the company has been subjected to global financial risks, alterations in the leadership folio of the company as well as the changing demands and preferences of the customers worldwide. Maintaining balance between its quality management dimensions, its quantity dealings and environmental concerns were a major challenges to Ford’s leaders (Mourdoukoutas, 2015; Wolde, 2015). It was to survive these challenges that the company began inculcating computer information system in its automobiles, which were intended to help drivers to be in contact even when travelling, without compromising their safety needs. However, with a recent upsurge in the frequency of hacking and the number of hackers, many in the industry are forecasting privacy issues that might also affect Ford’s brand image (CNN, 2014). This validates the problem to range from the innovation sphere of the company to its sustainability management dimension, offering a wide scope of the research . As apparent from the stated facts regarding the computer information related problem faced by Ford in dealing with the current needs of the global world, the selected organization offers a wide scope of research. Expectedly, the research to be conducted with consideration to Ford shall help to understand the challenges that any other innovative companies may face to function profitably and sustain in the aggressively competitive market, especially when incorporating computing devices. This research will emphasize the effective integration of company reports published by Ford, within the recent years. News articles will also be used to obtain factual data of the subject matter. In addition, to guide the arguments with strong theoretical and tested methods, the research will also value case studies and past scholarly researches relevant to the problem

Student Leaders Assembly Essay Example for Free

Student Leaders Assembly Essay Sunday, August 15 2010, marked the first day of the Student Leader’s Assembly of both the High School and College departments of the different Don Bosco schools who participated in the said event. They were composed of the student council and the different officers of the clubs and organizations of both levels in the different schools. It was a truly wonderful experience for them since it fostered team building and getting to know each other again after a long time. The event was held at Don Bosco Tarlac, since they were selected as the host of the said event. By the time the participants arrived at Don Bosco Tarlac, they were asked to register their names and put their bags in their assigned rooms. After the facilitators mentioned the rules, they already felt at home in the school since it brings an â€Å"aura† per se, of their school, since it the place was also a Don Bosco school. There was a time when the participants were given time to freshen up before they were ordered to go to the gym for the program to take place. The participants were asked to seat at a certain group according to the number designated on their ID’s. The program started with the raising of the Bosconian Insignias in the different Don Bosco schools while having someone who seemed to be a Bosconian â€Å"bunso† sing the song â€Å"Di Ka Nag-iisa†. It was a very breathtaking experience, because the people were astounded at what a Bosconian â€Å"bunso† could do, at such a young age. The raising of the insignias was followed by the singing of the National Anthem and the opening prayer entitled â€Å"The Prayer†, led by the two selected participants representing Don Bosco Technical College, Mandaluyong. The opening ceremonies of the different insignias ended with a basking applause from the participants. The actual program started with the game called â€Å"Blind Barthemeus†, where a leader would be in charge of asking the other participants some questions while the rest are blindfolded. After getting to know each other as a group, the next game called the â€Å"Game of Life†, was initiated shortly. The instructions were given, and a â€Å"map† of some sort was distributed to each group. They were assigned to make a 3-feet tall tower made of the materials they are going to gather at the different places that were designated in the map, from barbecue sticks and chewing gum to popsicle sticks and lumps of clay. Everything was going well, but after a short while, the rain fell down, slowly but surely. The participants didn’t stop, and so did the rain. But when the rain poured down heavily, most of them fled to the nearest building to take cover from the rain. This goes to show that Bosconians won’t be easily discouraged to abandon their duties just because of some minor distractions or disruptions. The rain still poured down heavily and the PA announced that all Bosconians should dry themselves and wash up, since most, if not all the participants, got wet during the game. The game was suspended, but they were asked to hold on to their materials for later use. It was nighttime when the participants finished perking up and eating dinner. They were requested to go to the Big Chapel for the continuation of the program, since the gym was flooded. The program resumed, and at that time, Mr. JC Delos Reyes was the speaker. He talked about the roles of a leader and what leaders should really do and symbolize. After the talk, the different Don Bosco schools presented their dance numbers and presentations. Everyone performed well. One of the performers even performed an impromptu script, because of the delayed performance of the whole group. Nevertheless, it was a â€Å"lo and behold† sight to see, since everyone gave it their best shot in the presentations. After the dance presentations, the students were asked to go outside the chapel for the fireworks display. After a while, numerous flashing and colorful displays of fireworks amazed the participants during that night. Finally, the students were asked to go to their designated rooms and sleep. It was morning when one of the songs of Don Bosco was played to wake the participants up, although some already did way before the PA played the song. Some took a bath, while others washed up to feel fresh. Breakfast was soon served, and the mass was then celebrated afterwards. The music ministry was led by the students of Don Bosco Technical College. After the mass, the principal, Fr. Jay, gave the closing remarks and then dismissed all the students. Of course, the merienda was served before they all left the school. Everyone left knowing that they learned something not only from their school but also from someone from a different setting. It is true that the best teacher that anyone could have is experience, but it really depends on the person. If the person is eager to learn, then he would strive to become successful by learning from his mistakes in the past, therefore making use of his experiences. If the person is unwilling, then his experiences would mean nothing since he did not apply what he had encountered in the past. That goes the same with the participants back then. They not only learned the true meaning of being a leader and what it takes to be one, they also learned the value of experiences through communication and camaraderie.

The Role Of Teaching Grammar In School

The Role Of Teaching Grammar In School In the past, in a traditional classroom, grammatical competence and explicit knowledge of language rules were emphasized. Grammar teaching held such an essential part in language teaching that other aspects became either ignored or downplayed. People assumed that if the grammatical rules of a language were mastered, the success of communication in that language was ensured (Richards and Renandya, 2002, p.145). Therefore, at that time this assumption required learners to pay much attention to grammar rules, sentence structures and forms. Every leaners, even children at a very young age, were made to study the complicated rules of grammar (Dash, 2007, p.91). This viewpoint inherits in itself several weaknesses. Dash also pointed out one of them, saying that modern educationists believe although a pupil has known all the grammar rules, he or she still makes the most elementary mistakes in grammar. Moreover, increased knowledge in grammar doesnt help students to increase the ability to use english correctly (p. 92). If learners just spend years learning only the formal properties of the language, they cannot exchange information, express ideas or feelings. To be able to communicate, they must learn grammatical rules in real communication. That is the reason why though students can do excellent exercises after studying grammar lesson, their ability to speak may not be improved. It is traditional grammar teaching that led to failure in communication. Acknowledging the imperfection of traditional view of grammar, things began to change in the late 1960s and early 1970s. It is argued that to be a competent user of a language, one needs to knows not only the rules of grammar, but also how the rules are used in real communication (Richards and Renandya, 2002, p.145). During this period, grammar teaching became less important or in some cases was abandoned. Many other teaching methods which were sought to replace traditional language teaching such as Communicative Language Teaching (CLT), Functional grammar and Consciousness-raising mainly focused on how to use it communicatively. To replace traditional grammar practice, Consciousness-raising is offered. Consciousness-raising, also known as awareness-raising, is part of the process a learner can go through with new language. Students first become aware or conscious of the new language, then recognise and distinguish it, then produce it. Through Consciousness-raising, learners will develop an explicit knowledge of the grammar of the language which facilitates their ability to communicate (Richards and Renandya, 2002, p.146. Opposite to traditional approaches, the goal of teaching grammar in a consciousness-raising is to instil correct grammatical patterns and habits directly through carefully-designed activities. This means it is not always a must to teach grammar points explicitly. Learners may also be led to grammatical rules implicitly. Nevertheless, this method has its own limitations. Because this method requires thinking much, it may not be appropriate for young learners and beginners, or others who prefe r learning by practising to thinking may dislike it. In addition, the aim of this method is helping learners to know about the language and it does not emphasize on immediate language use. Consequently, it may take a long time for the learners to be able to communicate in L2 spontaneously. Communicative Language Teaching (CLT) mainly focused on the communicative process and the negociation of meaning between participants. Learners need to know not only forms but also meanings and functions.That is, according to Hymes (1971), in CLT they will develop communicative competence, knowing when to say what to whom and how. (Freeman, 2002, p.121). Therefore, the activities in CLT are often meaningful tasks which involve real communication such as: language games, picture strip story,role play..etc. Though this is an effective approach of teaching grammar communicatively, it is believed to fill the gap in traditional grammar between forms and usage indirectly. The reason is that it does not necessarily deal with grammar sytematically. Actually, when communicative approaches are adopted, they are often represented as a combination of traditional grammar with communicative enhancements. (Hinkel and Fotos, 2002, p.79) Another approach related to CLT is teaching functional grammar. It is a general theory of the organization of natural language developed by Simon C. Dik, Michael Halliday and others. In general, the difference between functional approaches and traditional approaches is their focus. Functional approaches primarily focus on the communicative aspect of language in a particular context while traditional grammar focus on rules and syntax. According to this method, a given language form cannot guarantee an effective communicative skill without referring to the circumstances because some forms of expression may be appropriate while the others are not. Therefore, this way of teaching grammar provides leaners with good knowledge of using the right forms in different situations. Nonetheless, though representing an important advance in tying grammar to meaningful functions (Hinkel and Fotos, 2002, p.79), it causes some difficulty for learners. For instance, systemic functional grammar developed by Halliday mainly deals with meaning in context, it is often more complex than traditional grammar in terms of labels while traditional grammar is more concerned with rules. Therefore, it may take time to learn functional grammar. After a period in which the role of grammar declined, in recent years it has regained its rightful place in the language curriculum (Richards and Renandya, 2002, p.145). Now people realize that grammar is very important to the leaners language development. Teaching grammar in classroom today In today classroom, though there are many methods for teaching grammar, some teachers still prefer traditional grammar because it does not require much of the their language competence beyond the texbook. (Ho, 2007, p.28). This method is also supported by public attitudes. People assume that in public high schools teachers will teach good grammar for student success. Therefore, traditional grammar teaching is still widely accepted. There are others who believe an integrated method may be a good choice. In sum, until now there is no conclusion which is the best method in teaching grammar and methodologists are still doing researchs to find as many effective ways as possible.

The Impact of Nutrition and Sleep Upon the Learning Process Essay examp

The Impact of Nutrition and Sleep Upon the Learning Process The effects of nutrition can begin before birth, with the nutrition of the mother. Under nutrition can result in negative effects of the development of the brain that can become permanent and irreversible. One example is the lack of iron, which is a necessary part of the brain’s tissue. When iron deficiency is present nerve impulses tend to move slower. â€Å"Iron deficiency†¦is associated with behavior changes and delayed psychomotor development† (Nutrition and Cognitive Development, 2001), as well as decrease attention span, irritability, fatigue, and difficultly with concentration. â€Å" Anemia is one of the most prevalent nutritional disorders in the world, affecting nearly one quarter of all low-income children in the United States†(Rosenberg,1998). Iron deficiently anemia effects many young children in our country and has been linked to a child’s ability to learn by influencing attention span and memory. Besides iron, there can be iodine defic iently as well that can occur during the early years of a child. Reduced cognition and achievement in school can be associated with iodine deficiency. Researchers have also proven a decrease in protein intake with in diets can have an effect on achievement scores. Overall, under nutrition can results in a decrease of activity, social interaction, curiosity and cognitive functioning. This is proof of how the prenatal period of a child is the most important. â€Å"Recent evidence indicates that 15 percent of very low birth weight children and nearly 5 percent of low birth weight children require special education, compared to 4.3 percent of children born at normal birth weight†(Children’s Nutrition and Learning, 1994). Infants that are b... ... Thomas. http://www.thejournal.com/magazine/vault/az599.cfm This article provided information about the future and how technology will change the way we look at education. It gave examples of technology that has already changed classrooms. Quendler, Sigrid. (2002). Link between Nutrition, Physical Activity, and Academic Achievement. Vienna University. This article showed the view on how there are many aspects to learning. There are two the article mainly focuses on and that is nutrition and the physical activities that have shaped the young children in what they will become and who they are now. (1993).Nutrition. In The new standard Encyclopedia. (Vol. 12). Indiana: Standard Educational Corporation. The encyclopedia showed the educational view on nutrition and how it has affected students. It described proper eating habits and how to follow them.

Prophets :: essays research papers

The Prophets The Prophets, religious sages and charismatic figures, who were perceived as endowed with a divine gift of revelation, preached during the period of the monarchy until a century after the destruction of Jerusalem (586 B.C.E.). Whether as advisers to kings on matters of religion, ethics and politics, or as their critics, under the primacy of the relationship between the individual and God, the prophets were guided by the need for justice and issued powerful commentaries on the morality of Jewish national life. Their revelatory experiences were recorded in books of inspired prose and poetry, many of which were incorporated into the Bible. The enduring, universal appeal of the prophets derives from their call for a fundamental consideration of human values. Words such as those of Isaiah (1:17) -- "Be good, devote yourselves to justice; aid the wronged, uphold the rights of the orphan; defend the cause of the widow" -- continue to nourish humanity's pursuit of social justice. The primary job of a prophet was to arouse the people and the government to repentance and observance. The traditional view is that prophecy was removed from the world after the destruction of the First Temple. Those prophets who are mentioned after that were alive at the time of the destruction. Several explanations are offered for why prophets no longer exist: 1. The fact that the Jews did not heed the calls to repentance of the prophets showed that they were not worthy. When most of the Jews remained in exile after Ezra returned, they showed that they were still not worthy of that level of holiness. The second temple did not have the level of kedushah [holiness] of the first Temple even from the beginning. 2. This was actually a sign of Gd's mercy. Had the Jews had a prophet and continued to disobey (as was probable based on the behavior of the following centuries) even after the punishment of the exile, they would have merited complete destruction. Now they could say that had a prophet come they would have obeyed and thus mitigate the punishment (though some consider the current exile (i.e., the diaspora) to be harsh enough). 3. After the destruction of the first Temple the sages prayed for the removal of the "Evil Inclination" of idolatry.

Real Men Drink Coke

CASE ASSIGNMENT: COKE ZERO Chapter # 8) Do Real Men Drink Diet Coke? When a couple of marketing managers for Coca-Cola told attorney Elizabeth Finn Johnson that they wanted to sue their Coke Zero colleagues for â€Å"taste infringement,† she was baffled. She tried to talk them out of it, but they were determined. They argued that Coca-Cola Classic should be protected from the age discrimination it would suffer with the introduction of a newer, younger soft drink that tasted exactly the same as the original. Frustrated, Finn Johnson held up the Coke can and shouted, â€Å"It’s not a person! Title VII doesn’t cover these things! † What she didn’t know was that the marketing managers were actors. Hidden cameras had been planted around the meeting room to capture the reactions of several unsuspecting attorneys who had been asked to consider the case, including an immigration lawyer who was asked if he could get the Coke Zero marketing head deported back to Canada. The short videos were strategically placed on websites like YouTube. om to promote Coke Zero as the hip, new alternative to Diet Coke for men. The Coca-Cola Company knows it has to be creative if it’s going to sell more soda after sales dropped two years in a row in 2005 and 2006. Morgan Stanley analyst Bill Pecoriello explains, â€Å"Consumers are becoming ever more health-conscious, and the image of regular carbonated soft drinks is deteriorating rapidly. † In an attempt to appeal to con sumers concerned with nutrition, Coke introduced Diet Coke Plus in 2007, a sweeter version of Diet Coke fortified with vitamins and minerals. But what they really needed was a way to reach young male consumers, and Diet Coke Plus, marketed with tag lines like â€Å"Your Best Friend Just Got Friendlier! † wasn’t going to do it. A few new products appealed to certain male demographics, such as Coca-Cola Blak, a cola with coffee essence created for older, more sophisticated consumers who are willing to pay more, and Full Throttle Blue Demon, an energy drink with an agave azule flavor (think margaritas) designed to appeal to Hispanic men. However, research showed that there was still a big demographic hole to fill as young men between the ages of 18 and 34 were abandoning the Coca-Cola brand altogether. They didn’t want all the calories of regular Coke, but they weren’t willing to make the move to Diet Coke, either, which has traditionally been marketed to women who want to lose weight. Katie Bayne, chief marketing officer for Coca-Cola North America, says that the men who weren’t put off by the â€Å"feminine stigma† of Diet Coke often rejected it anyway because of its aspartame-sweetened aftertaste. What we were seeing before Zero launched was that more and more younger people were interested in no-calorie beverages but weren’t going to sacrifice taste,† Bayne said. â€Å"So when they got interested in no-calorie, they were like, ‘Forget it, I’m not going to Diet Coke. ’† Testing showed that the name â€Å"Coke Zero† would be an effective way to sell a low-calorie cola to men without using the word â€Å"diet. † And advances in artificial sweeteners made it possible for Coke to finally create a product that tasted more like the â€Å"Real Thing. So expectations were high when Coke Zero was introduced in 2005 with a big marketing push, including a commercial that remade the famous 1971 â€Å"Hilltop/I’d Like to Teach the World to Sing† ad—this time with rapper G-Love on a rooftop singing that he’d like to teach the world to â€Å"chill. † Unfortunately, the commercial didn’t catch on, and neither did the product it was selling. Despite disappointing sales in the U. S. , however, Coke Zero was an immediate hit in Australia, selling more than three times the number of cases expected during its first year on the market. In the U. S. , the packaging was white and silver, making it difficult for consumers to see the difference between Coke Zero and Diet Coke. In Australia, the bottles and cans were black, making the product stand out on the shelves and look more like the â€Å"bloke’s Coke† it was intended to be. The U. S. marketing team took notice and reintroduced Coke Zero with a black and silver label in 2007. Coca-Cola is now investing more money in Coke Zero than any other brand its size, hoping it will someday be a megabrand for the company alongside Coca-Cola Classic and Diet Coke. Chief Marketing Officer Bayne is enthusiastic about the impact it may have on the company. â€Å"We do see this as potentially a bit of a white knight. There’s huge opportunity to grow here. † SOURCES: Jerry Adler, â€Å"Attack of the Diet Cokes,† Newsweek, May 14, 2007; â€Å"Coke’s New ‘Coke Zero’ Faces Tough Going, UPI NewsTrack, June 13, 2005; Duane D. Stanford, â€Å"0: That’s Zero. As in No Calories,† The Atlanta Journal-Constitution, March 20, 2007; â€Å"Coca-Cola Co. ,† MMR, October 30, 2006; http://www. cocacolazero. com. Open-ended questions 1. Describe the specific type of consumer that the Coca-Cola Company is targeting with each of the following products: Diet Coke, Coke Zero, Diet Coke Plus, Coca-Cola Blak, and Full Throttle Blue Demon. What types of demographic segmentation is each product’s marketing most likely to include? 2. Some industry analysts think soft-drink companies should develop products that will bring new customers into the market rather than just creating variants on the old. They warn that products like Coke Zero will cannibalize lost market share from other soft drink categories instead of increasing the number of consumers overall. Which Coca-Cola products are most likely to lose customers to Coke Zero? 3. Why do you think that the hidden-camera videos used to promote Coke Zero were an effective way to reach its target market? Do you think a similar strategy with a viral marketing campaign on the Internet would appeal to the target market for Diet Coke Plus? 4. Do you think Diet Coke could have been repositioned to change consumers’ perceptions of it enough to be considered a drink equally appealing to men? Why or why not? CASE ASSIGNMENT: Terracycle (Chapter # 10) Turning Worm Poop into a Product Environmentally friendly products have never been as hot as they are now, and the number of brands touting their â€Å"green† credentials has never been higher, but TerraCycle Plant Food may be the ultimate organic product to ever hit the market. A college student named Tom Szaky founded TerraCycle in 2003 after buddies from Canada, â€Å"where they have more liberal rules about growing certain plants,† he says, taught him how to use worm droppings as cheap and eco-friendly fertilizer. Szaky based his business model on recycling, starting with the trash that TerraCycle turns into compost and feeds to millions of red worms. The worm castings are then liquefied and put into previously used plastic water and soda bottles. Even the company’s shipping cartons come from recycled materials. TerraCycle’s organic plant food hit the shelves in 2004 with labels boasting that it â€Å"Contains Liquefied Worm Poop! † It didn’t take long for the products to take off. By 2006, the company had been named â€Å"The Coolest Little Start-Up in America† by Inc. agazine and had passed the $1 million mark in sales, growing as much as 300% from the previous year. They snagged shelf space in retail giants such as Target, Walmart, and Home Depot. Founder and president Tom Szaky liked to refer to his company as â€Å"the anti-Miracle-Gro. † But the industry giant disagreed. It turns out that Scotts Miracle-Gro thought that, if anything, TerraCycle w as encroaching too closely on the industry giant’s territory. In March of 2007, Scotts sued Szaky’s fledgling company for trademark infringement and for making â€Å"false claims† that its organic products are superior to synthetic versions. Small companies can easily fold under the weight of such a lawsuit. Even if they win, the legal costs can cripple them. So TerraCycle took their case to the Internet with the blog www. suedbyscotts. com, hoping to stir public support and raise contributions for its legal fees. â€Å"I knew there was no way I could out-lawyer Scotts,† Tom Szaky says. â€Å"So as I thought about it, I wondered what core competency our company had that we could exploit. Guerrilla marketing seemed to be the obvious answer. He adds that they hope to get so much public support for their cause that Scotts will drop their suit. The blog offers a comparison chart titled â€Å"David vs. Goliath† that illustrates the differences between the two companies. A photo of TerraCycle’s modest headquarters behind a chain-link fence in New Jersey is contrasted with Scotts’s grand, pillared entryway in Ohio. It lists TerraCycle’s â€Å"CEO major perquisite† as â€Å"unlimited f ree worm poop,† whereas Scotts’s CEO enjoys â€Å"personal use of company-owned aircraft. The blog also counters Scotts’s claims that consumers might be confused by its â€Å"overly similar yellow and green packaging† by posting photographs of TerraCycle’s wacky and unusual bottles in their variety of shapes and sizes beside Miracle-Gro’s uniform and professional looking ones. Scotts is insisting that they change their labels, but TerraCycle’s general counsel, Richard Ober Jr. , says that changing packaging now would hurt their sales momentum. â€Å"There’s the loss of customer recognition. † Su Lok, a Scotts spokesperson, argues that the blog is just one of TerraCycle’s PR â€Å"tactics† nd insists that none of their arguments has merit. â€Å"We’ve spent a lot of time building up brands that consumers trust,† she says, â€Å"and we are going to protect those brands. † So far www. sued byscotts. com has gained massive media attention, leading major newspapers and magazines to cover the story and hundreds of bloggers to defend TerraCycle’s cause. Although online donations have totaled less than $1,000 to date, overall company sales surged 122% within weeks of the blog’s launch. And TerraCycle’s main Web site, which averages about 1,000 visitors a day, spiked to as high as 13,000. They expect to bring in revenue highs approaching $5 million by the end of 2007. Ira J. Levy, an intellectual property lawyer, warns that Scotts may have more to lose by pursuing TerraCycle than it’s worth. â€Å"By pursuing a trade dress case,† Levy says, â€Å"they can allow a small player to promote itself on the national stage. When word gets out that the mega-conglomerate is suing the little guy, you risk having bloggers launching boycotts, and the plaintiff ends up injuring his own business. † Which is precisely what Tom Szaky hopes will happen. The lawsuit isn’t something he would have wanted to fight, he says, but it’s a chance to generate buzz. â€Å"It’s like The Art of War,† he says. â€Å"You need to have a villain to be up against, and for us, that’s Scotts. † SOURCES: Jack Neff, â€Å"When the Worm Poop Hits the Fan, Market It,† Advertising Age, April 23, 2007; Adam Aston, â€Å"Now That’s Really a Turf War,† BusinessWeek, April 23, 2007; Gwendolyn Bounds, â€Å"A Growing Dispute: Fertilizer Start-Up Uses Web as Defense,† Wall Street Journal, May 22, 2007; Mike Hofman, â€Å"Legal Lemons, PR Lemonade,† Inc. June 2007; Rob Walker, â€Å"The Worm Turns,† New York Times Magazine, May 20, 2007; www. terracycle. net; www. suedbyscotts. com. Open-ended questions 1. What type of consumer product is TerraCycle’s plant food: convenience, shopping, specialty, or unsought? Why? 2. Go to www. terracycle. net and look at the types of produc ts the company sells. Describe their product mix. How wide is it? Which basic product lines does it sell? How long are they? 3. Do you think that product line extension or product line contraction would make more sense for TerraCycle at this stage of the company’s growth? Why? 4. How well do TerraCycle’s bottles perform the four packaging functions discussed in this chapter? Go to www. suedbyscotts. com to see what TerraCycle’s products look like compared to the Miracle-Gro line. Do you think TerraCycle’s package design distinguishes their products well enough from those of the industry giant, or are they similar enough to cause customer confusion? CASE ASSIGNMENT: Nordstrom’s (Chapter # 15) How to Succeed by Selling Just One Shoe Upscale retailer Nordstrom has been famous for superior customer service for over 100 years. Robert Spector, coauthor of The Nordstrom Way, says his favorite story is of a woman with one leg who jokingly bet a Nordstrom salesperson that he wouldn’t sell her just one shoe. He was more than happy to split up the pair, though, to her surprise, and Nordstrom gained a life-long customer in the process. â€Å"Who knows how many times she’s told that story? † Spector asks. â€Å"Do you think that that’s worth the price of a shoe? I do. † This kind of word-of-mouth publicity means that Nordstrom spends much less on traditional advertising than its competitors do. And the stories told by satisfied customers are much more persuasive than an ad in the Sunday paper. Patrick McCarthy, who was the first salesperson to generate $1 million, cites an example of a customer who was traveling and accidentally left his plane tickets in the store. An employee who found them paid for a cab to the airport with her own money so that the customer wouldn’t miss his plane. This, McCarthy says, is an example of â€Å"heroic service,† and at Nordstrom they expect nothing less. Industry observer Lior Arussy calls Nordstrom’s business strategy â€Å"greed through love. † They have perfected the art of focusing on the right customers and giving them undivided attention. A salesperson will often continue the relationship with a customer for years. They may exchange business cards, set future shopping dates, and call customers when new merchandise comes in. â€Å"It’s a heart experience,† says McCarthy, who kept handwritten notes on all 12,000 of his personal customers over the years. Most companies are head experiences—bean counters are running them. When the heart is running them, it becomes exciting. † Nordstrom is also known for its generous exchange policy. In a familiar story that has been forwarded around the Internet for years, a man claims he was allowed to return snow tires, even though the store never sold auto parts. It may be an urban myth, but it reinforces the company’s reputation for putting custom ers first. Even though the company loses some money on returns, they believe it’s worth it to keep customers coming back. Nordstrom has 157 stores in 27 states, but they plan to open 19 more by 2010, expanding into Boston, Ohio, and other untapped U. S. markets. Eric Nordstrom, the company’s president, visits each potential location himself before signing off on it. He says his gut instinct about a location is almost as important as the demographics and statistics they analyze. â€Å"Plenty of places look good on paper and we say no. † Even though Nordstrom values the traditions that come with its long history, Nordstrom direct president Jamie Nordstrom says that they’re not afraid to evolve with the times. We see the way people shop changing very dramatically,† he says. The company analyzed barriers between its sales channels and realized that it was limiting sales opportunities. Customers who purchased Nordstrom merchandise online couldn’t return it in the retail stores, for example, and customers who shopped in the stores couldn’t always find the same products online. The company now aims for a â€Å"seamless† shopping experience across all sales channels, whether mail order, online, or in-store. The company has also benefited from a new computerized inventory system that gives buyers and salespeople the necessary data to make smarter decisions about what is needed in the stores—and what isn’t. Choosing the right handbags to stock, for example, in the right styles, quantities, and colors, enabled them to sell more items at full price, which in turn improved the bottom line. Eric Nordstrom says that they want a customer’s experience to be â€Å"aspirational and upscale, so people feel they are treating themselves. Therefore, he says, the company refuses to hop on the price-promoting bandwagon. â€Å"We don’t rely on promotions, be it one-day sales, coupons, or ‘friends of friends’ sales. We think our regular pricing has to have integrity. † In 2006 when many retailers were struggling, Nordstrom thrived, posting $8. 6 billion in sales, a 10. 8 percent increase from the year before. â€Å"We have momentum,† Eric Nordstrom s ays, â€Å"but it’s not easy sustaining it. Retailing is not for everybody. It’s a competitive, high-energy business. Every day, you’ve got to open your doors and sell something. Even if it’s just one shoe. SOURCES: Monica Soto Ouchi, â€Å"Sharper Focus Helps Nordstrom,† Seattle Times, February 27, 2007; â€Å"Sticking with the Family Formula,† WWD, May 22, 2006; Dave DeWitte, â€Å"Nordstrom Leader Says Retail Business Is Changing,† Gazette, October 12, 2006; Monica Soto Ouchi, â€Å"Nordstrom Sees a Fashion-Forward Future,† Seattle Times, May 23, 2007; Alexandra DeFelice, â€Å"A Century of Customer Love,† CRM Magazine, June 1, 2005. Open-ended questions 1. What type of retailer is Nordstrom? Describe the characteristics it shares with other retailers of this type. . How would you describe Nordstrom’s level of service on the continuum from full service to self-service? Why? Give an example of a store that woul d be on the opposite end of the continuum and explain their differences. 3. Which of the six components of Nordstrom’s retailing mix do you think have been the most important to the company’s success? Why? 4. What are the primary challenges Nordstrom faces in the current retail climate? How has the competition changed in recent years, along with consumer expectations? CASE ASSIGNMENT: HBO (Chapter # 16) HBO’s Blood Virus When prominent occult film bloggers and fans began receiving strange letters written in dead languages and mailed in wax-sealed black envelopes, a shockwave of curiosity and excitement rippled through the horror-film fandom. A legion of bloggers and message-board posters set to work translating the letters from languages like Babylonian and Ugaritic into English, discovering that the missives led them to a mysterious and macabre Web site featuring an image of a seductive lady vampire. The site advertised a beverage called TruBlood—a synthetic blood developed by the Japanese, which vampires could drink as an alternative to feeding on humans. As visitors explored the site, they discovered short webisodes for the then-upcoming HBO television series that incorporates the TruBlood beverage into its storyline. The letters and Web site were developed as part of a viral marketing campaign by HBO and Campfire Media, an independent agency founded by two of the creators of the successful 1999 film The Blair Witch Project. Viral marketing is the propagation of brand or product awareness through pre-existing social networks, using unconventional media, with the hope that the campaign spreads as a cultural phenomenon. In addition to the letters, Campfire established a fictional blog and MySpace pages written by characters from the show, launched a human–vampire dating service, advertised TruBlood on vending machines, and strategically leaked tidbits of information and multimedia about the show. Campfire employees closely monitored popular horror blogs and message boards in order to gauge and encourage public interest, as well as orchestrate the release of new materials. The campaign was an incredible, if somewhat subversive success—not only did Campfire generate momentous interest in the show, but a number of individuals actually tried to locate a TruBlood distributor. â€Å"We didn’t mean to dupe people,† said Zach Enterlin, HBO’s vice president of advertising and promotions. â€Å"We just wanted a campaign that breaks through and resonates a little bit. It’s a testament to how true to form the ads are. Some people aren’t paying close attention. † Viral marketing campaigns are ideal for shows like True Blood, whose fans fervently share and discuss ideas within Internet communities. In addition, as it’s based on the popular Sookie Stackhouse series of books by Charlaine Harris, True Blood came with an avid built-in fan base of those already familiar with the story. Viral marketing has been a successful part of many advertising campaigns, such as those of 2008 films Cloverfield and The Dark Knight. Cloverfield, a film in which gargantuan monsters rampage through New York City, is captured on handheld video cameras. It was introduced to viewers through an untitled, unexplained teaser trailer that played before 2007’s Transformers movie. As speculation mounted, Cloverfield marketers unveiled a number of enigmatic Web sites, as well as a tie-in campaign for the fictional Slusho! beverage and a Japanese drilling company, both of which play a part in Cloverfield’s mythology. In May of 2007, 42 Entertainment began a viral campaign for The Dark Knight, a sequel to 2005’s Batman Begins. The campaign focused on the film’s antagonists: a Web site titled â€Å"I believe in Harvey Dent† was created as an advertisement for district attorney candidate Harvey Dent (played by Aaron Eckhart), as was a site titled â€Å"I Believe in Harvey Dent Too,† a defiled version of the former which slowly revealed the first image of The Joker (played by Heath Ledger) as visitors sent e-mails through the site. The Joker’s catchphrase â€Å"Why so serious? † spread virally on the Internet, and was used as the URL of a Web site that sent visitors on a Joker-themed scavenger hunt. As True Blood’s premier drew near, HBO and Campfire turned to less obtuse, if still unorthodox, methods of advertisement. A prequel comic book about an elder vampire and the development of the show was handed out for free at 2008’s San Diego Comic-Con, the largest pop cultural convention in the world. The first episode of True Blood was distributed on DVD for free to thousands of moviegoers at the 2008 Toronto International Film Festival, and was made available for rental from Blockbuster Video several days before it aired on television. True Blood premiered on HBO on September 7, 2008—six months after Campfire’s subtle marketing campaign began. According to Nielsen Co. , the first three-quarters of 2008 saw HBO’s viewership drop by nearly 23 percent compared to the previous year. However, thanks to interest in new shows such as True Blood, HBO saw a 2. 4 percent increase in fourth-quarter viewership compared to 2007. Without question, the success of True Blood is due in part to the novel marketing developed by Campfire Media. SOURCES: Sam Schechner, â€Å"Winfrey Firm to Produce HBO Shows,† Wall Street Journal, December 17, 2008; Guy Brighton, â€Å"Campfire’s True Blood Campaign,† New York Times, February 19, 2009; Lynette Rice, â€Å"Ad Campaign for HBO’s True Blood Confuses Thirsty Consumers,† Entertainment Weekly, July 22, 2008, www. ew. com (accessed February 23, 2009); www. bloodcopy. com; www. hbo. com/events/trueblood/; Douglas Quenqua, â€Å"The Vampires Are Coming, but Only After Months of Warnings,† New York Times, July 15, 2008; Jeff Beer, â€Å"Campfire Sinks Its Creative Teeth into True Blood,† ttp://creativity-online. com/? action=news:article&newsId=130134§ionName=behind_the_work (accessed February 19, 2009). Open -ended questions 1. What is the communication process for viral marketing? Is it different from conventional marketing? How so? . 2. What was the initial promotional mix of the True Blood campaign, and how might it suggest an o bservance of IMC? 2. Did Cloverfield use a push or pull promotional strategy? What about The Dark Knight? Explain. CASE ASSIGNMENT: Walmart (Chapter 20) How Low Can Drug Prices Go? When Walmart rolled out its new prescription-drug plan in 2006, lowering the prices on 331 commonly prescribed medications to a flat $4, Frank Ganci’s doctor told him to check it out. He has no health insurance and his prescriptions were costing him $110 a month at his local pharmacy, so switching to Walmart meant that he could get the same three medications for $12. Now he says he’s a loyal Walmart customer: â€Å"If they don’t make up the money on prescriptions, they’re going to make it up on my clothes and food purchases. Industry analysts speculate that Walmart is counting on customers like Ganci to spend the money they saved at the pharmacy on other products in the store. Walmart insists that it can earn a profit on the $4 prescriptions alone, however, since more expensive medications are not discounted. â€Å"It can only be in our program if it is profitable,† says Bill Simon, a Walmart CEO. It’s true that pharmacies can buy some types of generics from manufacturers for less than $4. For example, a month’s supply of fluoxetine, the generic version of Prozac, can be obtained for 75 cents. But store overhead and pharmacists’ salaries bring the true cost closer to $15. It would be difficult for smaller pharmacies to match the $4 price point, which has some of Walmart’s competitors complaining that it violates predatory pricing laws. â€Å"You can’t just sell something below your cost to drive out the small guy,† says Rick Sain, co-owner of a drugstore in Tennessee. â€Å"You have to at least set a fair price. That’s what all the states that have fair trade laws in place are looking into it—because you cannot dispense a prescription for $4. They are saying you can. † Walmart later increased the price of certain generic drugs from $4 to $9 in order to bring the company into compliance with all â€Å"low-cost laws,† according to a company statement. John Rector of the National Community Pharmacists Association says, â€Å"We don’t know for certain whether it can make a profit on the $4 drugs so they don’t violate these laws. But we strongly doubt it, and the fact is [raising some prices] gives us insight into what its business practices are. Stores like Target and Kmart quickly lowered their own prices to match Walmart’s, but Walgreens and CVS both announced that their prices would remain the same. Tony Civello, CEO of Kerr Drug, insists, â€Å"We will not treat your prescription like t-shirts and blue jeans. Walmart may choose to use some limited prescription drugs as a loss leader. But our patients’ healthcare is not a loss leader. We will not compromise that. † Bill Vaug han, a policy analyst for Consumers Union, argues that the price slashing is actually step in the right direction. It’s the beginning of better competition in a sector where it’s literally pennies per pill,† he said. When a generic drug is introduced, pharmacies can charge as much as they like for it. One study found that markups were often as high as 4,000 percent. Few people compare drug prices from one pharmacy to the next, so pharmacies are able to mark up prices substantially. Walmart’s prescription program seems to be raising consumer awareness as it demonstrates how low the prices of the drugs can go. The discounts are especially welcome among uninsured Americans and seniors living on fixed incomes. Legislators have listened to constituents who rely on the $4 plan and efforts are under way in states like Colorado and Minnesota to either repeal predatory-pricing laws or exempt prescription drugs from them. The prescriptions in Walmart’s $4 program now make up more than 35 percent of all prescriptions they fill, and the company boasts that the program has saved consumers more than $340 million in drug costs already. Walmart executive H. Lee Scott is enthusiastic about its future, saying, â€Å"The $4 prescription program is absolutely one of the coolest things that we have done in a long time. SOURCES: Martin Sipkoff , â€Å"Walmart, Other Discounters Facing Predatory-Pricing Concerns,† Drug Topics, April 2, 2007; Sue Stock, â€Å"Walmart Drug Plan in N. C. ,† News & Observer, October 20, 2006; Jessie Male, â€Å"Generic Concern: Will Walmart’s $4 Prescriptions Do Much to Change Consumers’ Pharmacy Habits? † Grocery Headquarters, November 1, 2006; Pallavi Gogoi, â€Å"Drug Wars at the Big-Box Stores,† BusinessWeek, May 24, 2007; Milt Freudenheim, â€Å"Side Effects at the Pharmacy,† New York Times, November 30, 2006. Chapter 20 Open-ended questions 1. Do you believe Walmart is engaging in predatory pricing with its $4 generic drug program? Why or why not? 2. Do you think that predatory pricing laws should be amended to exclude prescription drugs? Explain. 3. If you owned a pharmacy next door to a Walmart store, what strategies could you try in order to compete? Would you match their prices if possible, or would you find other ways to add value? What could a small pharmacy like yours offer customers that Walmart’s might not?