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International Media Essay Paper Available

International Media
International Media

International Media

Order Instructions:

To assess the students understanding of key concepts and their ability to apply critical analysis and writing skills to the development of a coherent theoretical argument. Choose one (1) of the following essay topics and write a 2500 word essay:

1. An analysis of the evolution of international communication ‘reveals a dominance and dependency syndrome – the domination of a few countries by virtue of their control of both the software and hardware of global communication and the dependence of many nations upon them’ (Thussu 2000:6). Does this statement confirm the Marxist dictum that whoever controls the means of production controls the ideas that circulate, in this case, internationally?

2. Are local cultures becoming homogenised by international media? Evaluate the evidence used to support claims of homogenisation. Discuss alternative views of the future impact of international media on culture (eg. contraflow, hybridisation, diversification, fragmentation, multiplicity, etc) using examples as evidence.

3. Many advances in communication technologies have greatly enhanced international communication. This not only occurs at the government to government level but has also enhanced business to business and people to people interactions at a global level unimaginable a century ago. As the 21st Century develops the communication networks that helped represent the world to itself, and let it be observed as a single blue planet, have also created a medium for revolutionaries and terrorists to go about their covert and explosive business – a business that lives and breathes through digital communication technology use, such as social media and the mobile phone networks, and the oxygen of media exposure, be it through Al Jazeera, CNN or the BBC. Discuss.

4. Some have argued that the new global communication infrastructure has the potential to deliver digital democracy which would privilege public good and creativity while others argue that commodified information and communication, colonized by a few multimedia mega-corporations and their localized clones, is what is actually occurring. Which of these positions is true?

The essay is to be uploaded through Turnitin and will be marked electronically. You are not required to submit a cover sheet.

If you want feedback on your essay, you must also include (immediately before the essay) a fully completed Essay Self-Evaluation/Feedback Sheet (available on Blackboard).

The assessment will be based on content, structure, style and format. Particular emphasis will be placed on:

a) the extent and quality of research evident in the essay
b) the identification of key issues
c) the originality, depth and quality of thought in analysing the topic
d) the quality of expression, argument and presentation in the essay

Please note that your reference list for this essay must contain, at the bare minimum, at least eight (8) monographs (i.e. books) and at least four (4) journal articles.

Course learning objectives of this assessment (1, 3, 4)

1. Examine the historic, geographic, economic and political context of international media.
2. Compare the role and function of the media in Australia with those in various other nations.
3. Examine the socio-cultural influence of international media.
4. Explore practical implications of international media in relation to new technology and global issues.

Essays or written assessments meet the course objectives of knowledge acquisition and demonstrated assimilation of data, upon reflection and analysis, to produce articulate and concise documents, which convey evidence-based understanding of the concepts and topics.

SAMPLE ANSWER

International Media

The advancement of technology which has seen the development and advancement of communication media has created great effects to the world. Technology has globalized the world with the creation of media platforms where information can be shared instantly and reach a very wide and varied audience. The use of the internet has globalized the world and enhanced communication among governments and businesses all over the world. Effective and enhanced media and communication has served the business world very diligently and companies all over the world value the power of the internet since it has enabled them communicate effectively to their clients and business partners all over the world. The 21st Century brought about the dot-com era in technology which impacted very positively to the way the world communicates. Organizations have been able to revolutionize communication since then and have benefited since they can be able to communicate more effectively and efficiently both internally and externally (Karacasulu, 2006).

Technology advancement has also changed the way the government communicates to the world and also to its people. Digital communication technology which includes the use of platforms such as social media has enabled governments to improve show services are offered to its citizens. Most of government agencies currently use media platforms to offer information about their operation and services to their target groups of the society. Most of the services including those offered by the immigration departments, revenue collection authorities and media licensing boards are now available online which is very different from how services where offered before the 21st century (Bilgen, 2012). Organizations too have not been left behind in the integration of technology in their activities. Most international companies currently carry out most of their operations ranging from board meetings, recruitments, internal communications and marketing of their products over internet-enabled digital platforms. This has been of great positive impact to the organizations and enabled them to reach a wide range of clients all over the world and save the organizations millions through enhanced and effective communication (Korstanje, 2013).

The advancement of communication and media all over the world has seen the world become a globalized place and information can now be passed from one point or individual to a wide range of recipients within a very short time. Media platforms such social media platforms including Facebook, Twitter, and Instagram among others have developed from the effects of technology advancement and have taken the world by storm (Hess & Kalb, 2008). These social media platforms are able to attract a very wide range of audience which makes them very important to the world of communication and international integration. Mobile networks have also evolved which have made telephone conversations very easy across boundaries all over the world. Mobile communication is currently seamless and different providers have made it possible the integration of their users and enhanced communication between the users a very easy and cheap task to accomplish. Media houses and television stations have not been left behind the internet revolution and they have also offered their news over these social media platforms and over other internet platforms which ensures that the information reaches people all over the world.

In the 21st century international media has seen great developments and the establishment of platforms which have changed how the world communicates. Media platforms such as the mobile networks, social media and international televisions have made information available to all parts of the world. This has impacted intergovernmental relations and communication since information can be easily posted and reaches a wider range of readers. Apart from benefiting international organizations and also small businesses and government agencies, the advancement of technology has also attracted revolutionary groups and terrorist groups that have been using these platforms to advance their activities. It is worth noting that there appears to be a symbiotic relationship between the media and the terrorist groups. The media world are interested in getting information for their readers and viewers all over the world about terrorism and at the same time the terrorists are interested in attracting the greatest attention from the world (Hess & Kalb, 2008).

Terrorism has turned out to be an explosive business that lives and breathes through digital communication technology including social media and mobile phone networks that are now available seamlessly all over the world. Terrorist groups all over the world are more interested in the media coverage and exposure through international media channels including CNN, BBC and Al Jazeera. This situation creates what many researchers have come up to point out as a symbiotic relationship between the international media and terrorism groups and their proponents (Lewis, 2010). The past two decades have seen the rise of terrorism and springing up of many revolutionary and terrorist groups all over the world. Be it in America, Australia, Europe, Middle East, Africa, every part of the world has witnessed a rise in terrorist attacks and these groups have taken the media for their hostage and promotion. From the details of recent terrorist attacks it can be noted that the architects of the attacks are interested in using the media for their own benefits in their operational efficiency, gather information on potential areas, carry out recruitment and carry out fundraising for their missions. The terrorist groups are using the media to develop their networks through creating propagandas and the increased coverage benefits them in their recruitment exercises and glorification of their actions (Baran, 2008).

The architects of terrorism have targeted the media to benefit them in their drive through the attention they gain, recognition all over the world or by a wider range of viewers and readers of information over the available media platforms. The terrorism groups feel that they gain respect in the world and sell their ideologies in the world thus at the same time gaining a wider range of supporters and members. It has been argued that through the coverage of the terrorists’ attacks, the media benefits too. Through the coverage the events of the terrorists’ attacks, the media is able to draw the attention of the world viewers and therefore benefits from information sales and huge follower audiences thus creating profits that are important for their running. In the event of a terrorist attack for instance the 9/11 attack in New York in 2001 and the Sydney attack of 2015, the eagerness of the public to get the information about the attacks drive the media to cover the events which also benefits the terrorists (Altheide, 2009). Researchers have for the last decade carried out studies to understand the symbiotic relationship between the media and terrorism and how the advancement of the world’s media platforms has benefited the uprising of terrorism groups in the world.

The socio-economic impact of international media advancement is notable in all sectors of the world business and all government agencies. The media has been seen to have been taken hostage by the terrorism groups that have emerged in the different parts of the world. Terrorism has grown steadily at the same rate which social media platforms and other media platforms have developed. This is due to the fact that these groups are organized in social media and these platforms are used to entice their backers to join them and organize attacks to their targets. It has been argued in many circles of the world business that, if the media coverage was not available in the points of terrorist attacks, the attacks would not have such impacts since the impact would only be confined to the victims of such attacks (Altheide, 2009). This is to say that the main goal of the terrorists is to ensure that they attract as much attention as possible as they are not only interested in the victims of the attacks but also the attention of world media and international governments. This is the reason why the attackers plan carefully the points to attack, carry put detailed researches about their potential victims and weigh on the attention that carrying out the attacks will draw (Papacharissi & Oliveira., 2008).

The international media has made terrorist groups’ leaders look like world leaders who ought to be listened to due to the advanced coverage of their actions including recruitment activities and trainings together with the coverage of the attacks. Terrorist groups use the media platforms such as the social media and television media to ensure that they publicize their political causes and ideologies and reach their proponents and opponents and gain mileage and support from the world’s governments to drive forward their agendas. Terrorist groups are currently organized and seem to have their ideologies and political views and in most cases seem to be fighting against established governments. They have used the media to create a link between their operations and those of the entities and governments that they fight against and create confusion of which side is doing the right thing to the public. Based on these advancements and publication of their actions and ideologies to the world media terrorists are able to carry out their attacks since they know that they will draw the attention of the government existent in the area of attack and draw more attention to the world media (ADL, 2014).

Social media is currently playing a very vital role to advance the activities of the terrorist groups all over the world. Social media and development of mobile networks has made it possible for terrorists to share their messages to a very large audience. They are able to communicate to the world via their websites where they post their activities and drive their operations. This way and with the use of the internet, the terrorists can have the messages they need to bring forth to the world audience and post them online and have a global reach. Terrorists are currently using the social media to pass out information about their activities and be able to attract interested individuals all over the world to join them. With the use of the social media, terrorists are able to have a worldwide reach and attention and sell out their ideologies and agendas to the world audience at very little expense. Internet advancement and the technological development have provided a perfect tool for the terrorists to use to advance their goals and reach a wider section of world’s audience (Wohlforth, 2010).

In the event of advanced technology and media platforms such as the social media terrorism has evolved and the groups are targeting people to join them from all over the world. For instance the Islamic State terrorist group currently operating in the Iraq and Syrian crisis has been using the social media to expand its influence and carry out recruitments for members from different nationalities all over the world (ADL, 2014). The Islamic State is building on technological platforms that were previously used by Al Qaeda in Iraq and Al Shabaab in Middle East and North East Africa. These terrorist groups have in past used social media platforms to drive their operations and carry out recruitments in their areas. The IS has been using media platforms to recruit western followers to the group and has also been targeting its western supporters to take part in the recruitment. IS’s propaganda on the media platforms has made the terrorist group be able to attract as many as 15,000 foreigners who are fighting in its support in the Syrian crisis. The propagandas of the terrorist group have been able to draw so much attention due to the integration of social media platforms in their activities. The group posts online propaganda videos featuring Westerners such as two Americans featured in 2013 and 2014 who have helped it gain worldwide attention.

The rate at which terrorists have been using the media platforms without fear has raised eyebrows all over the world. The sophisticated use of social media by these groups to drive their goals and reach a wider audience has been a concern with the current advancement in technology (Purpura, 2008). The terrorist groups are currently maintaining accounts in social media platforms such as Facebook and Twitter where they disseminate their messages. In the earlier versions of media advancements, terrorist groups relied on extremist forums where information was passed to world through videos and magazines available on their websites and other media placements. This was a slower process according to the audience that could reach the information posted which has been enhanced by the current social media platforms where the terrorist groups are able to share their propaganda swiftly to the world audience and allow supporters to take part their processes. The Islamic State terrorist group has also been able to use social media to launch campaigns against the western countries and United States and also released videos beheading American citizens to try and gain more attention to the world’s super powers and governments (Abrahms, 2010).

Media coverage on terrorism has become one of the booming businesses for the media industry. This is due to the fact that terrorism reports attract a wider audience and bring in profits to the media organizations due to the higher rating of viewing. Some aspects of terrorism such as the fighting involved, shocking stories and experiences, and the heroes that are made in such attacks make the coverage of terrorism very captivating to the media organizations. With the increased coverage of terrorism in the world currently, the aspect of giving the right information and truthful information to the world has become very critical. This is due to the fact that due to the audience that is drawn by terrorism all over the world, social media and other platforms are used to pass false information to the world (Howie, 2012).

The concern of the media currently is how to cover terrorism and the information that gets to the public audience. Since the terrorist groups have made use of the social media and media stations to drive their agendas, it is important for the media to understand its role in the world. This is to say, despite the pull and thrill to report the terrorists attacks and activities of the terrorists, the media should understand that this information helps sell the terrorists groups and gain greater audience (Pastor, 2009). Media coverage of terrorists’ activities has faced biased reporting whereby factions of terrorist groups and rebels are now reporting based on their beliefs and ideologies. This has also happened to the reporters in areas of crises such as in Iraq and Syria who are affiliated to one of the factions fighting thereby reporting in support of the groups they support. This is done in that manner to gain the attention of the world without the knowledge that in most cases worsens the situation since the information given to the world does not depict the true situation. Social media platforms should also be monitored to ensure that the terrorist groups do not use them to drive their activities of causing fear and terror to the world and in their praising of their activities that helps in their recruitment activities and gaining support all over the world. International media has evolved greatly and it drives many activities in the world and the use of media by terrorist movements shows that media should be well governed (Korstanje, 2013).

References

Abrahms, M. (2010). What Terrorists Really Want: Terrorist Motives and Counterterrorism Strategy. Cambridge, MA: MIT Press.

ADL. ( 2014, August 21). Hashtag Terror: How ISIS Manipulates Social Media . Retrieved May 14, 2015, from Anti-Defamation League: http://www.adl.org/combating-hate/international-extremism-terrorism/c/isis-islamic-state-social-media.html

Altheide, D. (2009). Terror Post 9/11 and the Media. New York: Peter Lang.

Baran, J. (2008). Terrorism and the Mass Media after Al Qaeda: A Change of Course? The Peace and Conflict Review 3, 1-5.

Bilgen, A. (2012, July 22). Terrorism and the Media: A Dangerous Symbiosis. Retrieved May 14, 2015, from E-International Relations: http://www.e-ir.info/2012/07/22/terrorism-and-the-media-a-dangerous-symbiosis/

Hess, S., & Kalb, M. (2008). The Media and the War on Terrorism. Washington, DC: Brookings.

Howie, L. (2012). Witnesses to Terror: Understanding the Meanings and Consequences of Terrorism. Hampshire: Palgrave Macmillan.

Karacasulu, N. (2006). Security and Globalization in the Context of International Terrorism. Review of International Law and Politcs , 1-17.

Korstanje, M. (2013). Preemption and Terrorism. When the Future Governs. Cultura, 167-184.

Lewis, J. (2010). Language Wars: The Role of Media and Culture in Global Terror and Political Violence. London: Pluto Press.

Papacharissi, Z., & Oliveira., M. d. (2008). News Frames Terrorism: A Comparative Analysis of Frames Employed in Terrorism Coverage in U.S. and U.K. Newspapers. The International Journal of Press/Politics 13., 7-12.

Pastor, J. (2009). Terrorism & Public Safety Policing: Implications of the Obama Presidency. New York, NY : Taylor & Francis.

Purpura, P. P. (2008). Terrorism and homeland security: an introduction with applications. London: Butterworth-Heinemann.

Wohlforth, C. (2010). Realism and Security Studies. New York: Routledge.

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Judith Jarvis Thomson’s ‘A Defense of Abortion’

Judith Jarvis Thomson's ‘A Defense of Abortion’
Judith Jarvis Thomson’s ‘A Defense of Abortion’

Judith Jarvis Thomson’s ‘A Defense of Abortion’

Order Instructions:

Critically examine Judith Jarvis Thomson’s ‘A Defense of Abortion’.

SAMPLE ANSWER

Abortion: Judith Jarvis Thomson’s ‘A Defense of Abortion’

Judith Jarvis’ 1971 article A Defense of Abortion is without a doubt a very influential philosophical publication in the area of abortion. The framework that Judith Jarvis establishes has for the most part shaped the philosophical discourse since, given that it offered the then new observation that the child’s status as a person is basically immaterial to the question of whether a woman has the right to abort (Lu, 2013). This paper provides a critical examination of the aforementioned article by Judith Jarvis Thomson.

In the article, people seeds, the famous violinist, as well as the chocolate example are 3 of a sequence of thought experiments contained therein. As suggested by the title, Judith Jarvis Thomson’s article is aimed at defending the practice of abortion – although not in all cases. Her approach is moderately new (Booni-Vail, 2007). Instead of engaging in the typical debate with regard to the ethical status of the foetus – is it a kind of being which has rights? – Thomson clearly presumes, for the sake of the argument, that a foetus actually has a right to life but claims that this right to life does not essentially extend to a right to the body of the mother (Thomson, 1971). She argues that abortion is, in essence, not impermissible. Thomson specifically argues for the conclusion that procuring an abortion is at times permissible. The author claims that there are scenarios where it would in fact be immoral and unethical to procure an abortion. The way she constructs her arguments is something that is particularly novel (Daniel, 2013).

Thomson starts her article by stating that the debate over abortion appears to lots of people to be hinging on whether the foetus is really a person or not. Many people believe that if the answer to this enigma could be established, the implications for procuring of abortion would then be apparent; that is, if a foetus is a person, then abortions should be impermissible; and that if a foetus is not a person, then abortions should be permissible (Canfield, 2011). However, she thinks that this form of reasoning is incomplete or misguided. Thomson then starts by granting the subject of personhood to her opponents; for the purposes of argumentation, Thomson presumes that the foetus is actually a person from the time of conception (Thomson, 1971). The author tries to demonstrate that even if this concession is made, in many cases the procurement of abortion is ethically permissible.

She initially recreates the argument which opponents of abortion who rely on the foetus’ personhood should consider whenever they assert that abortion is always impermissible. An important premise in that argument holds that the right to life has to outweigh other rights with which it conflicts (Eileen, 2012; Thomson, 1971). She maintains that this premise is false and then sets up the first of quite a few thought experiments of which she uses in the whole essay in persuading readers to that end. It is notable that the experiment is aimed at demonstrating that there are scenarios in which it is permissible to take an action so as to justify and defend one’s own right – essentially, a right except the right to life – although doing so is in violation of the right to life of a foetus that is innocent.

She then progresses to a more exhaustive discussion pertaining to the right to life. Here, Thomson tries to define the concept and to mention that lots of other held beliefs regarding the implications as well as strength of such a right must be untrue. One may think that having the right to life implies that an individual has the right to whatever is essential so as to sustain his or her life. However, the author of this article believes that this must be mistaken, as scenarios such as the case of the violinist illustrate (Goenaga, 2011; Freiburger, 2014). On the other hand, it may be thought that having the right to life implies that an individual actually has a right not to be murdered. Once more, the author believes that the violinist case illustrates this to be untrue; without doubt, an individual could unplug himself or herself from the violinist although doing this will kill that violinist (Gordon, 2011). If anyone tries to change the definition by pointing out instead that having the right to life connotes that one has the right not to be murdered unjustly, then that person has really not done much in advancing the debate on the practice of abortion. In spite of everything, whether killing of the foetuses is unjust or just is exactly what is at issue (Koukl, 2010).

Moreover, she claims that even if a woman is in part causally responsible for the presence of the foetus inside her uterus since she engaged with her own free will in sexual intercourse knowing that the act may result in pregnancy, it does not thus follow that the woman bears a special moral responsibility towards that foetus. Here, Thomson uses the window thought  experiments in showing that partial causal responsibility for an outcome does not bear on a person’s having moral obligations with regard to the outcome (Warren, 2010). It is important to remember that Thomson maintains that some abortions are immoral; not every reason justifies the ending of life of the foetus, and there is no reason that justifies the ending of the life of the foetus if the foetus could be separated from its mother devoid of killing it.

Thomson’s Violinist Analogy

Thomson allows the premise that the foetus is both a person and a human life, for argumentation sake, to argue on other basis that the practice of procuring an abortion is something that is ethically permissible. She then introduces the readers to the violinist analogy. This analogy is roughly summed up as an occurrence in which one awakes in the morning to find that a group of music lovers have appended a celebrated and illustrious violinist to his or her kidneys (Thomson, 1971). This famous violinist now depends on using one’s kidneys in processing poisons out of his body and if the individual chooses to detach himself or herself from this violinist, it will result in the death of the violinist. Nonetheless, it is pointed out that the individual is not under any obligation, but if he or she allows the violinist to continue using his or her kidneys will be a show of kindness; not something which the violinist could claim from the individual as his right (Thomson, 1971). Therefore, the individual did not give the well-known violinist any right to utilize his or her kidneys, and not anyone else could have given the violinist this right. She argues that even if this famous violinist is a person with a right to life, it does not follow that the violinist has a right to utilize the individual’s body, if it can be considered that an individual could choose what happens to and in her body. Although it would be nice of the individual to permit it, it is ethically acceptable for the individual to unplug herself (Thomson, 1971).

In essence, Thomson makes use of this violinist analogy in order to argue that in this occurrence, an individual would actually be ethically permitted to unplug herself, and thus that the right to life is based on the right not to be killed unfairly or in an unjust manner, rather than in the right not to be killed (Wilheim, 2011). Using this analogy, Thomson tries to demonstrate the way that the act of unplugging in the violinist analogy corresponds to the act of procuring an abortion in real life. When Thomson argues that the actor and the act are justified in the scenario of the violinist analogy, she demonstrates that the actual actor and act wherein the violinist analogy depicts might as well be considered justified (Beckwith, 2013). According to Thomson (1971), killing the famous violinist and procuring an abortion are actions that are relevantly similar given that one’s body is being violated. In essence, if it is permissible from the moral standpoint to kill the violinist since he is violating one’s body, then it is also permissible from the moral viewpoint to abort a foetus given that the body of the woman is being violated (Wiland, 2010).

Questioning the violinist analogy

The violinist analogy presented by Thomson fails given that in typical cases of abortions, what happens is that by unplugging herself, a woman is not just failing to save the life of another person, but she is also actively taking away the life of another person (Bainnson, 2014). It is notable that the techniques that are used to procure an abortion undoubtedly involve the killing of the foetus: the foetus is killed by being poisoned or mangled during the process of being taken out of the woman’s uterus (Noonan, 2009). As such, aborting a foetus does not just entail a woman unplugging herself from another person and letting that person die; during abortion, a woman kills the foetus actively and with intent. The donor of the kidney does not just unplug herself and passively lets a dying well-known violinist die, but she unplugs herself by actively killing the violinist (McMahan, 2012).

Questioning body rights assumption used by Thomson

Thomson presumed that a person’s right to decide whatever takes place to or in her body extends to another person. Daniel (2013) pointed out that this is not necessarily true. The following counterexample is used: at week 8, Phyllis decided to sever the hands of her fetus. Granting that Phyllis has the right to decide whatever happens to and inside her body, the physician carried out the operation with the use of modern technology and chopped Phyllis’ foetus hands off. In weeks 12 Phyllis decided to remove the eyes of the foetus. The physician did what he reasoned to be personal right and choice of Phyllis. In the end, Phyllis gives birth to a baby with amputated hands and without eyes. Supposing that we are not blind from the moral or ethical standpoint, if our moral or ethical reaction to Phyllis is that of disapproval and of denouncing her for her cruelty and callousness, then it does not follow that her right to decide whatever happens to and insider her body is actually extended to her foetus (Daniel, 2013; Singer, 2011).

Questioning the use of “use” by Thomson

Philip Bennet raised an important inquiry when he asked the question: do foetuses utilize the bodies of women who have them in the same manner that the well-known violinist is using the unwilling kidney donor’s body? (Bennet, 2009). In essence, Thomson took for granted the relationship between a foetus use of the mother with that of a violinist’s use of the kidney donor (Bennet, 2009). According to Kant, it is usually wrong for one to use people as a means to their own ends (Griffin & McGlone, 2012). The Society of Music Lovers, or the violinist, is, in an ethical chastisement sense, making use of the kidney donor as a means to their end or his end, thus the violinist or the Society of Music Lovers are morally accountable. However, foetuses do not use the bodies of women in a similar way to the violinist given that foetuses use their mothers in a moral neutral sense (Pollitt, 2010; Steinbock, 2009). This distinction is correct. Indeed, foetuses do not use the bodies of pregnant women as the violinist makes use of the kidney donor’s body (Warren, 2010). By granting for the sake of argument that a foetus is a person, Thomson in her article was not successful in showing that it is morally or ethically permissible to actively kill a foetus.

Conclusion

In conclusion, Thomson in her article A Defense of Abortion is actually defending the practice of abortion ,though not in all cases, and the approach she employs is moderately novel. She argues that even if a foetus is to be considered as a person and therefore has a right to life like every other person, it does not follow that the foetus has the right to utilize the body of the pregnant woman. Aborting a foetus does not simply involve a woman unplugging herself from another person and letting that person to die; rather, the woman kills the foetus actively and deliberately. All in all, by granting for the sake of argument that a foetus is a person, Thomson did not succeed in illustrating that it is morally or ethically permissible for a woman to actively kill a foetus.

References

Bainnson, J. (2014). Noonan vs. Thomson: Both sides of abortion analyzed. Perth, Australia: Penguin Publishers.

Beckwith, F. J. (2013). Defending abortion philosophically. Sydney, Australia: Springer Publishers.

Bennett, P. W. (2009). A Defence of Abortion: A Question for Judith Jarvis Thomson. Philosophical Investigations. 5(2):142-145

Booni-Vail, D. (2007). A Defense of “A Defense of Abortion”: On the Responsibility Objection to Thomson’s Argument. Ethics, 107(2):286-313

Canfield, J. V. (2011). Philosophy of meaning, knowledge, and value in 20th century. London, England: Routledge.

Daniel, P. (2013). Assessing Thomson’s Defense of Abortion. Sydney, Australia: Kogan Pages.

Eileen, M. (2012). Breaking the abortion deadlock: From choice to consent. Brisbane: Oxford University Press.

Freiburger, C. (2014). Pulling the plug on the violinist argument for abortion. Adelaide, Australia: Prentice Hall.

Goenaga, L. (2011). Judith Thomson’s ‘violinist analogy,’ normative and coercive pregnancies, and the weight of consent. Cambridge, England: Cambridge University Press.

Gordon, D. (2011). Abortion and Thomson’s violinist: Unplugging a bad analogy. London, England: Penguin Books.

Griffin, A. C., & McGlone, J. P. (2012). Destringing Thomson’s violinist. The Harvard Crimson.

Koukl, G. (2010). Unstringing the violinist: Stand to reason. Signal Hill, CA: Penguin Publishers.

Lu, M. (2013). Defusing the violinist analogy. The Human Life Review.

McMahan, J. (2012). The Ethics of Killing: Problems at the Margins of Life. Oxford: Oxford University Press.

Noonan, J. (2009). Abortion is morally wrong. Oxford, England: Oxford University Press.

Pollitt, K. (2010). Abortion in American History. The Atlantic.

Singer, P. (2011). Practical Ethics. 3rd edition. Cambridge: Cambridge University Press.

Steinbock, B. (2009). Life before Birth: The Moral and Legal Status of Embryos and Fetuses. Oxford: Oxford University Press.

Thomson, J. J. (1971). A Defense of Abortion. Philosophy and Public Affairs. 1(1):47-66

Warren, M. A. (2010) On the Moral and Legal Status of Abortion. The Monist 57(1): 42-61

Wiland, E. (2010). Unconscious violinist and the use of analogies in moral argument. Journal of Medical Ethics, 26:466-468  https://philpapers.org/rec/EWIUVA

Wilheim, D. (2011). On Judith Jarvis Thomson’s “A defence of abortion.” Oxford, England: Oxford University Press.

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Lobbying and Activism in Public Affairs; Australia

Lobbying and Activism in Public Affairs
Lobbying and Activism in Public Affairs

Lobbying and Activism in Public Affairs; Australia

Order Instructions:

Using examples from an area of Australia public policy that has had significant news coverage during the course examine and discuss the role played by public affairs practitioners involved in lobbying and activism in this policy area.

Australian Asylum Policy

Australian government statistics show that between 2012 and 2013 more than 18,000 people arrived in Australia illegally by sea, compared to 7,300 in 2011 and 2012. The policy and legislation surrounding refugee policy, aptly named the ‘Stop the Boats’ policy, has caused significant controversy, attracting both criticism and support in Australian public policy over the last decade. The Asylum Seeker policy states that;

“These laws and policies have undergone continuing change by successive Governments over the last decade or more, and many have also been subject to judicial consideration and extensive public inquiry and review. The result is a system that is complex and difficult to access and understand. Changes have also occurred that have had an impact on the ability of protection visa applicants to access legal or migration advice.”

(Law Council of Australia, 2014).

Current state of play

Australia’s political processes are crucially influence by, and to a large extent dependent on the activities and efforts of stakeholder and interest groups. Lobbying plays a central role in Australia’s policy and legislative processes. While lobbying is only one means of exerting political influence, it is nevertheless an important one.

Lobbying is a legitimate activity and an important part of the democratic process. Lobbyists can help individuals and organisations communicate their views on matters of public interest to the Government and, in doing so, “improve outcomes for the individual and the community as a whole.” (Australian Government: Department of the Prime Minister and Cabinet, 2013)

As public policies become more complex and the stakes of government decisions rise, all interests need effective representation. Government officials need lobbyists, and vice-versa.

Relevant Background

In 2008, the Australian Government introduced a Lobbying Code of Conduct and established a Register of Lobbyists to ensure that contact between lobbyists and Commonwealth Government representatives is conducted in accordance with “public expectations of transparency, integrity and honesty” (Australian Government: Department of the Prime Minister and Cabinet, 2013).

Any lobbyist who acts on behalf of third party clients must be registered on the Register of Lobbyists and comply with the requirements of the Lobbying Code of Conduct

Australian lobbyists who do register must disclose whether they have served in the government.

There is a need to expand the definition of lobbying to “include attempts to influence grassroots campaigns, advertising, and the use of social media as so-called strategic communication firms increase their lobbying roles” (Loomis, 2013)

Key actors, forces and issues

Lobbyists
The Australian Government
Third party clients and organisations
Public affairs practitioners
The general Australian public
How do each of these key factors represent and influence asylum seeker policy in Australia?

Key issues or points of contention or controversy

Refugee policy in Australia has been hugely controversial. Australia has international obligations to protect the human rights of all asylum seekers and refugees who arrive in Australia, regardless of how or where they arrive and whether they arrive with or without a visa. Arguably, the Stop the Boats policy and introduction of Operation Sovereign Rights under the Abbott Government do not protect these basic human rights underlined by international treaties such as the International Covenant on Civil and Political Rights and the Convention against Torture and Other Cruel, Inhuman or Degrading Treatment or Punishment. The detention of asylum seekers has raised criticism regarding the refugee’s human rights.

Research

I am interested to investigate the ways in which lobby groups have changed refugee policy. I plan to conduct more research into the two opposing lobby groups, such as A Just Australia, that act on behalf of asylum seeker policy through websites and news articles. I plan to look at the cases for and against the recent asylum seeker policies whilst building on the framework on the importance of lobbying and activism in public affairs and the public interest.

Questions

Do you think that lobbying is fundamental to protect the public interest and develop policy?
“Government officials need lobbyists and vice-versa”: What do you think of this statement? Do you think this is true for the Australian Government?
What is your personal opinion and reflections on the ‘Stop the Boats’ policy and the way in which the Abbott Government respond to public lobbying surrounding the controversial issue?
Do you think that lobbyists should be held accountable for their actions in controversial policy areas?

SAMPLE ANSWER

Lobbying and Activism in Public Affairs

Lobbying involves the influence of government decision-making with the aim of protecting public interests, and it is a common practice in contemporary democratic societies. In most cases, lobbying helps in improving government decisions and legislation through the provision of significant data and insight. However, there is also a possibility of lobbying not to achieve these goals, or to result to unfair advantages in such cases where an improper approach is taken.

It is true to state that “Government officials need lobbyists and vice-versa”.  This is because for any democracy to address fundamental concerns with regards to integrity and accessibility, it is important to ensure that the concerns of all stakeholders are put into consideration during decision-making. Accordingly, owing to the important role played by lobbyists in the protection public interests and development of policy, the government should work closely with these groups. However, in the Australian context, the government and lobbyists do not cooperate in public policy development due to their differing ideologies. Whereas the government aims at maintaining national security by preserving state control over the borders, lobby groups are of the view that policies which breach human rights are not good.

With regards to the ‘Stop the Boats’ policy and the manner in which Abbott’s Government is responding to public lobbying surrounding this controversial issue, I believe that the government is not ensuring integrity by locking out the views and grievances presented by lobby groups. The government has a mandate of giving proper weight to its human rights obligations (Bailey, 2002), as reflected in the insight given by lobby groups.

Do you think that lobbyists should be held accountable for their actions in controversial policy areas?

References

Bailey, J. (2002). Australia and asylum-seekers: is a policy of protection in the “national interest”? Retrieved from: http://motspluriels.arts.uwa.edu.au/MP2102jb.html

OECD. (2012). Lobbying: Influencing Decision Making with Transparency and Integrity. CleanGovBiz. Retrieved from: http://www.oecd.org/cleangovbiz/toolkit/50101671.pdf

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Capital Asset Pricing Model Essay Paper

Capital Asset Pricing Model
Capital Asset Pricing Model

Capital Asset Pricing Model

Order Instructions:

please do Part A : 3,4,5 and Part B: 2,3
(total : 5 questions)

SAMPLE ANSWER

PART A

3) The current price of ordinary common shares in Commonwealth Bank (CBA) as at 15/5/2015 was$84.75. The share price of CBA has moved as per the graphical representation and tabular form here below:-

Source: https://www.commbank.com.au/

Market Prices

 

Date Closing price
May 1, 2015 84.75
Apr 1, 2015 88.87
Mar 2, 2015 93.40
Feb 2, 2015 91.92
Jan 1, 2015 89.33
Dec 1, 2014 85.65
Nov 3, 2014 80.72
Oct 1, 2014 80.48
Sep 1, 2014 75.29
Aug 1, 2014 81.32
Jul 1, 2014 83.75
Jun 2, 2014 80.88
May 1, 2014 81.59
Apr 1, 2014 78.90
Mar 3, 2014 77.44
Feb 3, 2014 74.66
Jan 1, 2014 74.23
Dec 2, 2013 77.80
Nov 1, 2013 77.82
Oct 1, 2013 76.08
Sep 2, 2013 71.21
Aug 1, 2013 72.84
Jul 1, 2013 74.21
Jun 3, 2013 69.18
May 1, 2013 66.86
Apr 1, 2013 73.45
Mar 1, 2013 68.01
Feb 18, 2013
Feb 1, 2013 67.27
Jan 1, 2013 64.45
Dec 3, 2012 62.18
Nov 1, 2012 59.69
Oct 1, 2012 57.75
Sep 3, 2012 55.77
Aug 1, 2012 54.74
Jul 2, 2012 57.53
Jun 1, 2012 53.10
May 1, 2012 49.40
Apr 2, 2012 51.97
Mar 1, 2012 50.10
Feb 1, 2012 49.43
Jan 2, 2012 50.66
Dec 1, 2011 49.22
Nov 1, 2011 47.40
Oct 3, 2011 49.27
Sep 1, 2011 45.55
Aug 1, 2011 48.22
Jul 1, 2011 49.27
Jun 1, 2011 52.30
May 2, 2011 50.62
Apr 1, 2011 53.71
Mar 1, 2011 52.40
Feb 1, 2011 53.11
Jan 3, 2011 52.43
Dec 1, 2010 50.77
Nov 1, 2010 48.42
Oct 1, 2010 48.90
Sep 1, 2010 51.17
Aug 2, 2010 50.30
Jul 1, 2010 52.56
Jun 1, 2010 48.64
May 3, 2010 51.37
Apr 1, 2010 58.51
Mar 1, 2010 56.29
Feb 15, 2010
Feb 1, 2010 53.92
Jan 29, 2010 53.23

 

F

Source: http://finance.yahoo.com/q/hp?s=CBA.AX&a=00&b=30&c=2010&d=04&e=15&f=2015&g=m

As can be demonstrated CBA’s price has evolved over the last five years from a  low of $54.30 to a high of $84.75 which represented a growth of about 56% over the five years. The huge increase in the bank’s share is attributed to the consisted divided payments as from 2010 to the current period. During each year the bank paid dividends as shown in shown in the table below.

Prices

 

Date Open High Low Close Volume Adj Close*
Feb 17, 2015 2.82857 Dividend
Aug 19, 2014 3.11429 Dividend
Feb 17, 2014 2.61429 Dividend
Aug 19, 2013 2.85714 Dividend
Feb 18, 2013 2.34286 Dividend
Aug 20, 2012 2.81429 Dividend
Feb 20, 2012 1.95714 Dividend
Aug 15, 2011 2.68571 Dividend
Feb 14, 2011 1.88571 Dividend
Aug 16, 2010 2.42857 Dividend
Feb 15, 2010 1.71429 Dividend
* Close price adjusted for dividends and splits.

Source: http://finance.yahoo.com/q/hp?s=CBA.AX&a=00&b=30&c=2010&d=04&e=15&f=2015&g=v

In addition to the fact that the bank has declared dividends each year  it is the only financial institution that  in 2010 and 2011 appeared in Dream Employers’ Top 20 list. Dream Employers top employers is a survey done on companies in Australia and New Zealand. This implies that the bank is a good employer and as such has motivated and productive employees. The company is one of the four largest banks in Australia. Most investors assume that the bank is too big to fall. The bank’s share price has also been on an upward trend since 2010 which many investors assume is an indicator that the bank will continue to grow and report higher profits.

The bank’s price earnings ratio was 15.94 times in 2015 which implied that investors were willing to pay $15.94 for every dollar of earnings from the bank. This implies that investors are expecting to earn more returns from the bank in future. The bank’s price earnings growth ratio  for the last five years was 4.20. When compared with the price earnings ratio is it clear that the bank’s stocks are overvalued in the market

(http://finance.yahoo.com/q?s=cba.ax)

4)  a) To calculate the required return the dividend growth model  formula is as follows;

Whereby;

Po represents current share price of ordinary share

rs  represents required return on ordinary shares and

Do represents dividend per share of the bank

From the information provided

Po =$84.75

D0=2.82857

Rs=?

  • 75=2.82857/rs
  • 75rs=2.82857
  • Rs=2.82857/84.75=0.033

The required rate of return is 3.3%

  1. b) To calculate the required rate of return Capital Asset Pricing Model is used hereunder.

Capital Asset Pricing Model is used to price securities with a high risk as it describes the relationship that exists between expected or required rate of return and the market risk. It is calculated using the following formula.

The βCBA is 0.92 which is the βa

Source;  http://www.investing.com/equities/commonwealth-bank-of-australia

The 10 year Australian Government bonds have a coupon rate of 6% p.a which is the rf

Source: http://www.asx.com.au/products/interest-rate-derivatives/bond-derivatives.htm

Rm  is 5%  which the equity risk premium

Ra= 6%+0.92(5%-6%)

=>0.06-0.0092=0.0508 or 5.08%

The required rate of return is 5.08%

5)  The last dividend of 2.82857 per share was paid on Feb 17, 2015. As at this date the shares were trading at 91.92 cum-dividends. After dividends were paid on Feb 17, 2015, the shares started trading ex-dividend.  Investment theory stipulates that the price per share would fall by the size of the divided paid per share in this case the next month trading should have been (91.92-2.82857)=89.09. The share price however went up to 84.30 as at March 2, 2015.  There are various reasons as to why the share price did not behave as was theoretically expected. The first reason is the many investors held that Commonwealth Bank is too big to fall and therefore it is less risky to invest in it. Some investors wanted to buy more of that stock since trend analysis show that the share price has been growing which could be construed to mean that the bank would still make more money in future and pay higher dividends. With such an optimistic view on the bank there is no wonder that the share price went up instead of going down.

PART B

2)  This involves crossing a direct and indirect Foreign Exchange quotation as follows;

  • EUR / USD: 1.1442 / 46
  • USD / CHF: 0.9090 / 94

To determine EUR/CHF cross-rate:

  • 1442×0.9090=1.0401
  • 1446×0.9094=1.0409

EUR/CHF 1.0401-09

The Current EUR/CHF cross rate is 1.0484 which is higher than the rate calculated of EUR/CHF 1.0401-09

The best way to guarantee a risk free profit is by signing forward exchange rate contracts which would ensure that foreign exchange today is used to settle transactions that will occur in future. This contract will ensure that costs and revenues are not affected by adverse fluctuations in foreign currency.  A business executive will have to approach a foreign exchange dealer and sign a forward foreign exchange contract to transact at a certain predetermined exchange rate. A savvy business executive would acquire foreign currency and invest it in the market awaiting delivery as per contract terms.   Foreign exchange hedging strategies mitigate against the risk of unpredictable fluctuation in exchange rates in the market.

Using the formula for calculating forward points to determine estimate the 3-month EUR/CHF forward rate on 04 December 2014.

The central bank rates show It=0.05% and Ib=0%

Points=> 1.0484+(1+(0.0005*90/365)/(1+(0*90/365)-1)=1.0485

The 3-month forward price EUR/CHF 1.0485 .

When compared to spot rate  3 month later of EUR/CHF 1.0484 it is almost similar. This demonstrates that forward rates are relatively   accurate  in predicting spot prices in future.

(Sharma, Piyush and Shivam,  2014).

(http://www.xe.com/currencycharts/?from=EUR&to=CHF)

3)  The yield on 2-year Swiss government securities as at 03 March 2015 was negative 0.75%.  It would be unwise to invest at a negative yield unless the economy is going through a deflation and is severely depressed.  This is because government debt instruments are relatively stable in terms of holding money.  Otherwise investment in equity stocks would ordinarily yield better returns as well as placing the funds in a fixed deposit account in a bank.  Investors may be willing to purchasing such a security if they predict the economy to be depressed and possibly going through a deflation.  Otherwise investors would invest in stocks of companies that pay good dividends every year and have strong and sustainable cash flows (Bolger, 2012).

References

Bolger, Piers. 2012. “Does Investing in Fixed Income Still make Sense?” Money Management,

Sep 28. http://search.proquest.com/docview/1081004267?accountid=45049.

https://www.commbank.com.au/

http://finance.yahoo.com/q/hp?s=CBA.AX&a=00&b=30&c=2010&d=04&e=15&f=2015&g=v

http://www.asx.com.au/products/interest-rate-derivatives/bond-derivatives.htm

http://www.xe.com/currencycharts/?from=EUR&to=CHF

http://www.investing.com/equities/commonwealth-bank-of-australia

http://finance.yahoo.com/q?s=cba.ax

http://finance.yahoo.com/q/hp?s=CBA.AX&a=00&b=30&c=2010&d=04&e=15&f=2015&g=v

Sharma, Piyush and Shivam Rai. 2014. “THE DETERMINANTS OF FOREIGN EXCHANGE

RATE (FER) VOLATILITY IN THE INDIAN ECONOMY.” Indian Journal of Commerce and Management Studies 5 (3): 34-43. http://search.proquest.com/docview/1561351070?accountid=45049.

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Research in psychology Term Paper

Research in psychology
Research in psychology

Research in psychology

Order Instructions:

Find a research article from a psychology published in 2014 that is NOT a true experiment and answer the questions on the assignment sheet.
Do not need to read or cite any other literature for this assignment; the focus is only on the
article you have chosen.

SAMPLE ANSWER

Research in psychology

Abstract

This article is about a research study in psychology. The article reviews the challenges that gay and lesbian parents encounter in their early parenthood. The study shows the stress that these young parents meet in relating to their partners. In the article, both dependent and independent variables are also discussed. There are also threats to the internal validity of the design and the article discusses. These risks could affect the conclusions of the study. Hence, there are changes that could be to overcome these threats. In order to successfully carry out the research and come up with the correct conclusion, some gay, lesbian and heterosexual parents are studied.

  1. a) Design of the study

This study is in such a way that researchers carried out a study of gay, lesbian, and heterosexual parents and the research use two variables the dependent and independent variables. The dependent variables include the behavioral change and the psychological changes. They are independent variables because they change according to the condition when the parents have adopted a child and when they have not.

The independent variable here is the adoption of a child of child welfare. This is a dependent variable because it does not change, but causes a change in the lives of the adopters. Thus, variable depending on the other in this study is the behavior change that occurs when these couples adopt. The research shows that when the parents take the children, their intimate relationships change and that they usually undergo much stress. This could be due to either the characteristics of their adopted children or the process that they experience to take the children through child welfare. Some couples take grown children (Baron, 2008).

Children adopted from child welfare tend to be much older than the ones taken from the domestic or international aid. This is because their parents could not cater for them. This characteristic of older children may be a significant challenge for the couple since talking and advising them maybe a new experience for them and understanding them could be a challenge too. The effects of the adoption are negative in their relationship. The interconnection between the parents is lost once there is an adopted child (Gradwell, 2005). A couple is an interconnection and depends on persons, and none would probably do better with isolation. This separation later brings on solitary confinement. The bringing of the child into the lives of the couples may produce fluctuating periods of disorganization and stability. An example is the disruption in communication. Lack of communication causes a loss in romance and partnership.

The indecent variable in this study is the children adopted. These are the ones that cause all the changes in the behavior and psychology of the parents. When there is the introduction of a child, it is noted that the relation between the parents changes. This was not the case before the child was adopted. The research shows that many parents show an adverse response to behavior change while a few new parents mention the positive change in their lives for example having a common goal in life.

  1. b) It is not a true experiment.

This study is not an actual test. The primary reason is that a condition beyond the control of the experimenter controls it. Real experiments, the experimenter,monitor the operation by increasing or decreasing the levels of the independent variables to study the changes in the independent variables. In this study,however, the independent variable here, which is the adopted child, cannot be increased, decreased or manipulated, it is beyond the control of the experimenter. This independent variable will either affect the indecent variable that is the behavioral change either negatively or positively.

  1. d) The Threats to the validity of the study

There are, however, some threats to the research carried out. Questions may pop up whether the conclusion made from the study is right or not. The conditions for reaching conclusions through a limited research may be a threat. Another threat may be that parents may have been encountering various problems before the children are adopted.

A limited number of conclusions may affect the conclusions made. For example, research may show that couples experience an adverse relationship with each other after the adoption of the children. Not all couples, however, experience this. Some research shows that some couples report a positive effect on their lives after the passage of the children as having a common goal in life (Baron, 2008). Therefore, this limitation of the research is a threat to the study and conclusions made.

Couples are experiencing some major problems before they also adopt another threat. Research may show that the adoption of the child caused a big negative behavior influence on the couple, but in real sense they were affected by external sources other than the child. This could change the conclusion of the research. Therefore, research on the background of the couple before the experiment begin’s should be carried out.There could be problems that may affect the solutions to implement these changes. It is unethical to investigate into the background of someone without permission. This could be difficult unless one gets the permission from the couple itself.

Conclusion

The research shows that the adoption of the child by gay, lesbians, and heterosexual parents has a major effect on their lives. Most couples are affected negatively. However, some are affected positively by the adoption. Researchers should tend to carry out deeper and extensive searchin order to avoid the validity of the research being questioned and make correct conclusions.

References

Baron, J. (2008). Nudge: Improving decisions about health, wealth, and happiness. Thaler, Richard H. &Sunstein, Cass R. (Eds.), Yale University Press: New Haven, CT, 2008). Journal of Behavioral Decision Making J. Behav. Decis. Making, 224-226.

Gladwell, M. (2005). Blink: The power of thinking without thinking. New York: Little, Brown and.

Granaas, M., & Rhea, D. (1988). The psychology [sic] of computer displays in the modern mission control center. Edwards, Calif.: National Aeronautics and Space Administration, Ames Research Center, Dryden Flight Research Facility;.

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Electronic marketing Research Term Paper

Electronic marketing
Electronic marketing

Electronic marketing

Order Instructions:

Attached are the files needed. Please don’t hesitate to call if you need any other files. Subject is Electronic marketing.

SAMPLE ANSWER

Electronic marketing

Executive summary

The increasing development of information technology especially the internet and the World Wide Web has opened opportunities for the travel industry especially hospitality and tourism. ICT has completely reformed the role of every player in this industry especially in the value improvement process.  Studies reveal that effective utilization of information technology is very vital in the hospitality and tourism industry since it enhances competitiveness and development. The technology enables the industry to create variations in their services as well as productions and expenses.

The fast revolution in business environment as a result of advancement in technology requires industries to develop relationships and cooperation and also be very creative ion the way they do their business especially marketing. Internet promotes speedy reforms in the operation, provision and structure of the travel industry. The structural changes in the travel industry entail enhanced and speed response to communication and delivery of needs within their area of specialisation. Consequently, business ought to choose the most appropriate e marketing strategy so as to realize maximum profits within their area of specialization.

e marketing has therefore especially through the web gives rise to new and very appropriate mode of creating awareness in the travel industry. The approach defines clearly the way marketers embrace marketing mix variables so as to deliver services and to reach to their client’s in a timely manner. The products of both hospitality and tourism are easily available on the internet since the process is fast and easily available to all the internet users.  However, the travel industry is a very competitive and challenging industry. The clients in this industry are very selective and always choose where to put their money based on what they prefer.

The role of Electronic marketing in the travel industry

Advancement in the internet and how it is utilized has a direct impact on how e marketing operations are carried out. The changes have created new ways of creating awareness to the clients. Internet therefore reduces marketing costs and eliminates middle men in the marketing process (Anchi, Konishi, Lei,Petalas, Stiegler, and Sugiyama, 2003. 300).

E marketing has increased competition within the travel industry especially through the use of technology mediated channels.  Travel industry has embraced technology through the creation of internal and external value besides creating technology convergent strategies. In order to achieve all this strategies, both hospitality and tourism industry have organized their resources within knowledge and cooperation. E marketing has in turn enhanced exchange of information and customization of products due to increased demand of internet economy (Rodríguez, 2003.45).

E marketing has influences how marketing mix operates to a larger extent.  The technology has influenced every aspect of service delivery and all the crucial stages involved in the market mix.  The technology has had a direct influence on product, price, promotion and destination of the various products. Consequently, this process has reflected on how the consumer desires to receive services which have become the main focus in e marketing (Bindiganavale,  Vijayaraman and Gurdeep, 2002.23).

Product means Customer value; Price means Cost to the consumer; Promotion means Communication; and Place means Distribution, access or Convenience. E marketing has therefore changed the way people, process and design is handled in the travel industry. The new changes in the industry are very vital especially in relation to both hospitality and tourism industry.

Internet plays various roles in this field of hospitality and tourism in terms of marketing.  Internet is a medium that enhances exchange of information hence provides so many forums for information exchange for marketing purposes.  E marketing has the way both clients and travel industry transacts business (Kotler, 2003.57).

Internet has enhanced market research especially information concerning marketing. The stakeholders in this industry are able to understand and get the latest information on how to improve on their business. The new marketing trends in the market are easily accessed and embraced. The customers who are the main stakeholders in the travel industry are now enjoying the services being provided.  This is because e marketing has enhanced marketing customer relationship through the implementation of marketing activities.

The marketers in the travel industry are now able to plan their activities strategically and also enhance their networks with their clients.  All marketing institutions provide distribution and marketing services to their clients. E marketing has enhanced this through provision of a channel upon which so many products can be displayed at the same time. In some instances, e marketing creates connections for virtual business especially connections for small business (Porter, 2001.100).

E marketing has enhanced advertisement and public relations. There is a new channel upon which clients are able to receive information. In addition, the clients are able to receive information materials within a very short time.  The development of the websites has enhanced accessibility of information by the clients without having to spend a lot of money and time.

Travel industry main objective is to ensure that customers are aware of the prices being offered.   E marketing has enhanced and improved sales promotion and offering of prices.  Internet has become the preferred mode of communication of prices and new products to clients. Companies are now able to own their own products due to the connectivity through the database. Furthermore, there has been enhanced ease of access and distribution of travel products. This has now become the preferred mode of distributing new products in the market (Turban et al., 2000).

Comparison of Tourism and Hospitality industries

Similarities

Both tourism and hospitality industry use Social media as a strategy to create awareness in the tourism industry. Social media are web based services which enhance online marketing. (Yang, Kim & Dhalwani, 2008. 34). Hospitality industries use online marketing to develop online communities. This has ensured that new business models are developed. Some of the new business models which have been developed in the hospitality industry as a result of social media include new product marketing channel (Chung & Buhalis, 2008.20; Ulusu, 2010.35; Yang et al., 2008.67). This has enhanced the relationship between the consumers and the business people through eliminating the challenges of both time and space (Bolotaeva & Cata, 2010.45; Sigala, 2003.70).

Electronic marketing in the hospitality industry through social media and community marketing has therefore enabled marketers to collect information concerning their current consumers and the potential consumers from their database. Business people are able to tell the consumer’s needs based on history of community utilization. The process also enhances direct feedback from the consumers concerning their needs (Sigala, 2003.32).

Hospitality industries have achieved high levels of ownership through the internet and e marketing. This is enabled through monitoring of every activity and evaluating all the needs of the consumers. The information gathered through the social media and community marketing is used to improve on the products being delivered or even create new products based on the client’s preferences. Social medias have therefore enhanced creation of awareness of the new products in the hospitality industry hence target the new clients (Chung & Buhalis, 2008.56).

Online communities are very useful since they enhance the relationship between the client and the marketers. This factor is further enhanced by the ability of the website to draw consumers to its site through creation of value hence trust (Zott, Amit, & Donlevey, 2000.90). The website ensures that internet users are able to interact with other users within the same community and with the hospitality industry (Sigala, 2003.100).

Tourism industry has embraced social media as a form of e marketing to a very large extent. The medium has had far reaching impacts in the tourism industry especially with how the business communicates to its clients. The platform is easily accessed by everyone through the internet. Tourism sector prefers this mode of communication since people are able to exchange information more easily (Admin, 2010). The channel has enhanced the rate at which tourism industries accesses customers and promotes its brands in an efficient manner.

Electronic marketing:

Hospitality and Tourism industry are composed of some known clients. Email marketing therefore entails creating awareness to such kind of clients through emails (Cho, 2010). Email marketing has become a very important sector in the hospitality and tourism industry. The approach has been received very well by both the marketers and the business people in the industry. The process is cheaper as compared to the traditional forms of communication hence it is able to reach to more audiences at the same time. The approach is used to send reminders to clients hence is very important in converting audience into quick action (Chaffey, 2003)

 

Differences in the application of Electronic marketing mix strategies between Hospitality and Tourism industry

Tourism Hospitality
Online marketing in Destination marketing organizations

Tourism is an industry that relies largely on information. Due to this fact, internet has become the most efficient mode of accessing and distributing information this industry.  Most of tourism industries around the world are now appreciating the use of internet in transacting their businesses. As mentioned before in this study, tourism is an information-intensive industry and Internet is the most effective and efficient tool in information exchange worldwide. Most tourism organizations are by now familiar with the Internet (Law, 2002b.34).

Tourism industry has therefore enabled tourism destinations and businesses to strengthen themselves in the current society.  The environment is so competitive hence each and every player in the tourism sector has been forced to accept change.

The internet has is being used to provide information to the clients about their destinations. Even the smallest countries are now able to market themselves through the internet. Creation of awareness through the internet has therefore benefited all areas of marketing. Some of the fields within tourism industry that have been enhanced include market research and segmentation besides effective utilization of the market mix strategies (Liu, 2000).

Tourism has embraced e marketing in DOMs as a tool for making discoveries especially in the marketing strategies. This has been enhanced through utilization of online marketing and the use of social media to create awareness. Most people are now aware of tourism destinations through the social media platforms like facebook and twitter.

Destination brand

Destination is the country whose main aim is to attract visitors. Destination brand is therefore very significant when it comes to identification of this particular place by tourists.

(World Tourism Organization and European Travel Commission, 2010). The main aim of destination branding is to promote a given country positively. This has been enhanced through e marketing in the tourism industry. Tourism industry has embraced various marketing strategies to achieve this (Cai, 2002.34).  One of the most reliable modes of creating awareness by the tourism industry through e marketing is communication accurately an authentic product to the consumer through the internet. The moment the visitors discover that this is not the case, they refuse to come back. Tourism has cleverly embraced e marketing by ensuring that the branding process is very accurate, the one to be remembered and also very useful to the clients (Kolb, 2006).

Branding of the destination through e marketing within the tourism industry has focused on making people value the destination of tourism. This is through audio visuals and communicating about the brand (World Tourism Organization and European Travel Commission, 2008).

 

 Hospitality industry has embraced e marketing in a big way just like the tourism industry. The industry has been branded the name e travelling in the recent days.  This is simply because all its transactions are done online. Some of the services transacted through online services in the hospitality industry include customer compliance and satisfaction, value addition for both travel businesses and the clients and privacy of the clients. The upcoming hospitality industries have embraced e marketing so as to remain competitive in the fast growing hospitality industry around the world.

E-Booking

E Booking has become the trend in the hospitality industry. Consumers prefer doing all their bookings online as compared to long to the traditional forms which were very expensive and time wasting.  E marketing has ensured that online booking is made efficient. This has increased the rate at which clients do their bookings. Each and every hotel industry has now come up with bargain hunters whereby people are able to book hotels online without necessarily having to travel. This has been enabled through creation of websites by these companies.  Travel agencies are mandated with the responsibility of offering these services in an efficient manner to the clients.  Rooms are made available online hence clients can access them (Christian, 2001.12).

Search Engine Optimization (SEO)

Hospitality industries have embraced this technique so as to increase the website traffic. This is done through the use of the relevant key words which are displayed in the content of the company websites.  (Cho, 2010). The search engines are primary, secondary or targeted search engine (Ledford, 2008).

Primary search engine is the main search process in the Hospitality sector.  The engine avails most of the information about the company to the website. (Ledford, 2008). Secondary search engine on the other hand entails dealing with smaller information which targets smaller groups of people. The process is not very specific (Ledford, 2008). Targeted search engines in the tourism sector deals with specific topics within the e marketing (Ledford, 2008)

 

 

Theories to Explain Participation in Electronic marketing by travel industry

Economic theory

E marketing has an economic power due to its ability to enhance relationship between marketers and clients (Hagel & Armstrong, 1997.89). Due to the fact that clients who use internet to access services comprise of consumers who have interest in specific products, consumers will only purchase products from industries with which they have trust in. consumers therefore contribute to increased profits for any particular industry that deals in travelling services. Consumers are now able to access more information compared to before hence their ideas are very important in enhancing product development and advertisement. (Butler, 2001.78). According to research, economic theory clearly explains participation of both clients and industries in online activities (Gu & Jarvenpaa, 2003.29). According to Butler (2001.73), resource based model that entails perceived value is realized if the consumers hope to get more value from a service as compared to resources spent. The perceived benefits are therefore the information that is provided by others. Consumers sacrifice their time and money to receive these benefits from the travel industry. The moment the benefits gained go beyond the perceived value, then the clients increase in number hence profit to the industry. Similarly, according to  Gu and Jarvenpaas (2003.12),consumers will only contribute to the industry if the perceived benefits exceed the costs and are sure of receiving more tangible benefits as compared to intangible as such, industries ought to focus on increasing the levels of benefits so as to gain more clients through e marketing (Barnett and Standing, 2001.34).

Social theories

Social theory involves reciprocal interaction between the clients and the industry. Individuals within this arena expect to receive some form of rewards. There are two forms of social theories thus the social exchange and the social identity. Despite the fact that participation in the process of marketing does not necessary lead to benefits to the clients, they only want to receive reciprocal interaction from the industries (Rayport and Jaworski, 2001.56).

Summary of findings and Conclusion

Summary of the Findings

E marketing leads to flexibility in the marketing structure. The success of any business therefore relies upon quick response to changes in technology within the industry so as to meet the needs of the clients. Information technology therefore has to be utilized so as to deliver the requirements of the clients. Use of the internet has enhanced interaction, efficiency and competitiveness with the tourism industry.

The new economy is changing the way distribution of products and customer behavior used to happen. The main concern of most tourism industries is how to change from the traditional way of doing business to a more advanced and acceptable form. It is undoubtedly clear that this concern has been addressed by the change in the internet hence e marketing (Soteriades, 2002.47; Siegel, 2003.56). It is very evident that only strategic marketing will be able to promote the travel industry through embracing the internet. Tourism has approached this aspect by appreciating the fact that internet offers every tool that is very relevant in every market and business.

Electronic marketing is not an activity that can be developed independently and implemented separately. The technology has to be taken as a new way of doing business that is there to serve the current and also future needs of the travel industry.

Conclusion

Hospitality industry and tourism industry have both embraced Electronic marketing as a form of doing business. The two industries converge at some point especially in the way they create awareness to their clients. In both industries, the main aim is to attract visitors from within and outside their destinations. However, the two companies differ to some degree in the way they utilize technology. Hospitality industry is concerned to a larger level with bookings whereas tourism industry is concerned with marketing their destinations. Tourism industry is therefore a key player in e marketing hence the largest consumer and user of e marketing technology. The services advertised by tourism industry thorough e marketing range from branding to marketing their destinations.

References

Anchi, K., Konishi, M., Lei, M., Petalas, N., Stiegler, M. and Sugiyama, N. (2003). The Impact of the Internet on the Travel Agency Industry. In Krannert on e-Business and Technology The Effect of the Internet and Technology on Business, Chapter 11, pp. 161- 173, available at http://digitalenterprise.org/rd.

Barnett, M. and Standing, C. (2001). Repositioning Travel Agencies on the Internet. Journal of Vacation Marketing, 7(2), 143-152.

Bindiganavale, S., Vijayaraman, P. and Gurdeep, B. (2002). A Framework for Determining Success Factors of an E-Commerce Initiative. Journal of Internet Commerce, 1(2), 63-75.

Buhalis, D. (2000) Tourism in an Era of Information Technology. In B. Faulkner, G. Moscardo and E. Laws (Eds.) Tourism in the Twenty-first Century: Lessons from Experience, London: Continuum.

Christian, R. (2001) Developing an Online Access Strategy: Issues Facing Small to Medium-sized Tourism and Hospitality Enterprises. Journal of Vacation Marketing, 7(2), 170-178.

Daniele, R. and Frew, A.J. (2004) From Intermediaries to Market makers: An Analysis of the Evolution of E-mediaries. ENTER Conference 2004, Cairo, January 26-28.

Demetriades, S. and Baltas, G. (2003) Electronic Commerce and Marketing. Athens, Rosili Publications.

Hanson, W. (2000) Principles of Internet Marketing. Cincinnati, Ohio, SouthWestern College Publishing.

Kleindl, B.A. (2001) Strategic Electronic Marketing. Cincinnati, Ohio, SouthWestern College Publishing.

Kotler, P. (2003) Marketing Management (11th edn). New York, Prentice-Hall.

Kotler, P. and Armstrong, G. (1999) Principles of Marketing (8th edn). New York, Prentice-Hall.

Law, R. (2001) Internet and Tourism-Part VI: Priceline.com – Exploring the “Name Your Own Price” Model. Journal of Travel & Tourism Marketing, 11(4), 97-102.

Law, R. (2002a) ‘Across the C’s: Commerce, Convergence, Communications and Change’, ENTER 2001, Montreal, Canada 2001. Journal of Travel & Tourism Marketing, 12(1), 97-101.

Law, R. (2002b) Internet and Tourism-Part VIII: Orbitz. Journal of Travel & Tourism Marketing, 12(2/3), 141-145.

Law, R. and Huang, T. (2003) Internet and Tourism-Part XII: ebookers. Journal of Travel & Tourism Marketing, 14(2), 105-109.

Law, R. and Leung, K. (2002) Online Airfare Reservation Services: A Study of Asian-based and North America-based Travel Web sites. Information Technology & Tourism, 5(1), 25-33.

Middleton, V.T.C. (2001) Marketing in Travel and Tourism (3rd edn). Oxford, Butterworth-Heinemann.

Morrison, A.M., Taylor, S., Morrison, A.J. and Morrison, A.D. (1999) Marketing Small Hotels on the World Wide Web. Information Technology & Tourism, 2, 97-113.

Osterwalder, A. and Pigneur, Y. (2002) An e-Business Model Ontology for Modeling e-Business, 15th Bled Electronic Commerce, Bled, Slovenia, June 17-19.

Porter, M. (2001) Strategy and the Internet. Harvard Business Review, 79(3), 62-78.

Priceline.com, available at http://digitalenterprise.org/index.html

Rappa, M. (2001) Business Models on the Web, available at http://digitalenterprise.org/models/models.html

Rayport, J. F. and Jaworski, B. J. (2001) e-Commerce. Boston, McGraw-Hill.

Rodríguez, W. (2003) E-Business Method: A Cyclical-Model for Internet Commerce Development. Journal of Internet Commerce, 2(3), 87-98.

Sigala, M. (2004) Designing Experiential Web sites in Tourism and Hospitality: A Customer-Centric Value Approach. ENTER Conference 2004, Cairo, January 26 -28.

Siegel, C. (2003) Internet Marketing: Foundations and Applications. Boston, Houghton Mifflin Company.

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Overview Branding Term Paper Assignment

Overview Branding
Overview Branding

Overview Branding;The Royal Flying Doctor Service of Australia (RFDS)

Order Instructions:

Introduction to the project

Description of 2 x theories to be used (gained from academic journal articles relevant
to your particular brand – e.g., celebrity branding academic literature for those working on George Clooney; per perhaps not-for-profit branding for those working on NSW CC etc.)
a. Overview of “broader body of theory” you are using (just an overview of the broad theory)
b. More detailed review of the particular key strand from this “broader” body of theory you are using
c. Repeat stages (5a) and (5b) for the 2nd theory you have selected

Introduction to the case study brand you’re researching (George Clooney, NSW CC, Manly Council etc.)
a. Overview of the case study brand using relevant information from your brand audit task
b. Detailed description of the 2 x brand strategies (select 2 x actual micro-events, examples, instances of your brand’s strategies. E.g., describe the elements of George Clooney as a brand ambassador in his work for Nespresso in the 1st strategy, and maybe describe his “brand identity” that enables him to star in
certain film genres etc. for the 2nd strategy. Focus on only one example for each brand strategy to keep your analysis focused and tight. You may include
visuals of print ads / YouTube screen shots or other evidence etc. to enhance the descriptive elements of “the what,” “the when,” and “the how” of your
brand’s strategy)
i. Brand strategy 1
ii. Brand strategy 2

Critical analysis of the brand’s strategies when viewed through the strands of branding theory you’re using (analyse one strategy via one strand of theory). This is the most significant aspect of the report.
For example, if I am researching the brand “Coles” (in the supermarket category), I might use Doug Holt’s theory of iconic brands and Muniz and O’Guinn’s theory of brand community to analyse a couple of relevant aspects of the supermarket chain’s
brand strategy. I could, say, examine one strand of Holt’s theory (such as “brand loyalty as a social network”) and one strand of Muniz and O’Guinn’s theory (such as “consumption communities”), both in the light of current examples of the chain’s 2
brand strategy in Australia (I will have to search for these particular examples of brand strategy as well).
What we as markers are looking for is in this section is: how well is theory critically applied (in the scholarly sense) to analyse the real life brand case study? For instance, how well does Holt’s theory of brand loyalty (as a social network) apply to what the
brand strategists / managers for the supermarket chain have done here in Australia?
To answer that, I will need to critically evaluate a single branding strategy for the Coles supermarkets (maybe analyse a particular campaign, focusing on a particular advertisement or creative execution etc.), noting where the elements of the advertising
execution fits well with Holt’s theory (and detailing where, how, and why it fits well with the theory); and also noting where it does not fit so well (and, likewise, detailing where, how, and why it fails to live up to Holt’s analysis). I then repeat the same process for my analysis of the second Coles brand strategy in light of Muniz and O’Guinn’s sub-theory around consumption communities. I would also compare the
“effectiveness” of the two theoretical strands (Holt’s, or Muniz and O’Guinn’s), perhaps suggesting which one can provide a better overall “fit” to the particular brand example I’m analysing (e.g., Coles supermarkets), arguing my case for my decision (that is, supporting my decision with a rationale).

3. carefully justified recommendations based on your findings. These
recommendations must be both realistic and actionable. They are the “what next”
steps ready for a brand manager to work with.

Conclusion (should be brief, summarising key findings and recommendations with speculation on future work on the research topic)
10. Reference list (at least scholarly articles to be used. But also industry publications / websites /; mass media articles etc. to be used. Harvard reference style to be used).
NB: Your 6 x scholarly journal articles must have been published from 2005 onwards in order to keep your analysis current and topical.

SAMPLE ANSWER

Overview Branding

The Royal Flying Doctor Service of Australia (RFDS, is best known to be one of the largest flying doctors in the whole globe. This RFDS is most comprehensive aeromedical organizations in the whole world due to its reputable actions that are very outstanding in matters of saving lives in Australia. This is a reputable RFDS in the global community due to its ability of providing  emergency and primary health care services to all the propel who are in need of their services within the Australian community. This RFDS provides health care to people who cannot access a hospital maybe due to its inaccessibility or due to lack of trust with doctors in the nearby health center (Tan et al, 2013). The Royal flying doctor service of Australia comprises is also effective since, it has an Education Program, that is very good when it comes to providing pole with the required knowledge of saving lives of those in need. This type of education provided by RFDS is highly useful due to the fact that it’s attributed as a resource that is very determined in impacting knowledge to people. It as well focuses on the some seven general capabilities that are addressed in the Australian Curriculum designed to fit this focus of RFDS also very useful to the whole community. These general capabilities are inclusive of literacy, numeracy that is employed in educating, critical and creative thinking to make things work in the right way. Intercultural understanding are all examples of the capabilities of all the resources that have to be included in the education program of the royal flying doctor service in Australia. Branding can take several different forms, which are of high use and need to various royal flying doctor service across the globe (Skull, Krause, Dalton & Roberts, 1999). The appearance of a celebrity in advertisements in all flying doctor service or charity is all that is required for the organization to move forward. The most popular forms of celebrity brand lines that are currently known in the current world are those evidences in the brand strategy of the royal flying doctor service and all aspects of life in saving lives of many. In most cases, singers, models, and film stars are a brand in themselves and this is the reason as to why they can help the royal flying doctors to become a brand. People are more impressed by what has been endorsed by celebrities that what has been endorsed with unrecognized persons.

Detailed description of the royal flying doctor service of Australia

Giving vital health awareness to the Outback was the aim of Flying Doctor author, the Rev. John Flynn. Right around a century back he spearheaded the potential outcomes of airplane and radio interchanges to spare lives in the immense inland of Australia and fought to discover the individuals and the money related backing to make and manage his fantasy. Inside of the first year of operations, RFDs made many flight that were geared in saving lives thus, turning into the first extensive air emergency vehicle benefit on the planet. The administration persevered through some extremely extreme initial couple of years, managing after war in Australia that existed in the 1930s. Amid its initial couple of decades the administration depended intensely on group gathering pledges, volunteer backing and gifts. These days, the administration of RFDS is upheld by the Commonwealth, State and Territory Governments, yet depends intensely on gathering pledges and gifts from the group to buy and medicinally prepare its airplane, and to fund other significant capital activities. Until the 1960s the administration prevalently employed airplane, pilots and administration experts from builders in their services. It was dated that this was the point at which the RFDS went on to obtaining its own particular hardware and utilizing its own particular pilots and mechanics who could be used in the provision of services. The RFDS is made up of several legitimate substances that are incorporated into the national office, focal operations, and Queensland area, South Eastern Section of Australia and all the Western Operations that are done in Australia. The RFDS works in a unified structure and each of all involved substances work well under a board that is managed to the benefit of the sick and the service providers. The Flying Doctor works from many bases that are 21 in number, whereby five are wellbeing offices and 10 different offices (counting promoting, gathering pledges and advertising and also the national office) crosswise over Australia. The RFDS gives social insurance in three fundamental ways: running normal essential medicinal services centers with medical attendants and other associated health awareness suppliers; giving GPs prepared in the difficulties of remote solution and got to either through facilities or by telephone (remote conferences) and through crisis departures and patient exchanges.

Critical analysis applying relevant theory

Private label branding theory

Shockingly better than only adjusting to an expert brand situating, some private mark marks really mix positive value and great relationship into the private label branding that affiliates the retail brand that might not have all alone been successful. For a considerable length of time the private branding theory employed for use by RFDS has enabled it to buy the best experienced and extremely favorable recognitions in the range of client administration. The procurement and storewide sending of the private label brand helped RFDS to enhance its client administration levels, and at the same time enhance its general image observation in the face of Australian community. The private label brand has been of great use to RFDS in its operations where it was able to save a lot of live in Australian community.

Following the time when, the Royal Flying Doctor Service (RFDS) has tried to convey the best conceivable health awareness administrations to Australians living in provincial and remote regions. They used the private label branding to reliably look at the advancement in assembling benefits and enhancing wellbeing results to help guarantee that individuals are not restoratively hindered by where they live, work or travel in getting their services. With an expanding requirement RFDS administrations, development remains an essential figure to the manageability of the RFDS, SE Section. A major new improvement this year was the  ‘multi-part’ inside flying machine setup, which is known to take into account a much more noteworthy adaptability of administrations, will both conveying quicker therapeutic backing over a wide range of human services and expansion of the life span of their airplane. RFDS are pleased to keep on enhancing medicinal services in the Outback, year by year; since, they accept that everybody ought to have equivalent access to social insurance, regardless of where they live.

Discussion of the current Branding strategies used by Royal Flying Doctor Service (RFDS) on brand management theory

The RFDS key marking methodology is a private mark that is likewise based around giving convenient, open and suitable health awareness to the whole Australia country and remote groups for the individuals who live, work or go there. RFDS work to guarantee that their administrations best meet the necessities of the groups they serve and routinely survey how they give every support of guarantee that they can meet an expanding need and enhance administration conveyance. Since administrations can extend from a crisis departure whenever of the day or night to giving normal medicinal services centers in remote areas, the vehicle stage utilized relies on upon a scope of elements very crucial to RFDS operations. These incorporate the clinical necessities of the administration, the patients’ and groups’ requirements and the need to give a safe operational environment to patients and staff. The vital arrangement likewise sets down the objective of the RFDS, SE Section turning into the favored supplier of aeromedical transport benefits in south eastern Australia. This objective means they must comprehend and be receptive to patient transport needs inside the more extensive wellbeing framework.

Derived branding strategy

The other key marking system is the inferred marking procedure that regardless of the critical number of studies tending to the derived brand augmentations, the greater part of them concentrate on full name brand expansions like on account of RFDS. Scholastics give careful consideration to different sorts of naming methodologies when propelling the derived brand augmentations as it is of high utilize and need to RFDS, similar to sub-marking or determined brand expansions the RFDS studies consider the sub-marking expansion system through the utilization of this hypothesis, RFDS anticipate accomplish an institutionalized settled wing aeromedical armada, conveying a typical patient experience over its segment through the use of the derived brand. Also RFDS is dead set in guaranteeing that as interest for their administrations develops, so does the quantity of future wellbeing proficient readied and accessible to meet the difficulties of giving remote medicinal services using the derived branding strategy. Thus, RFDS work nearly with various associations crosswise over Australia, incorporating colleges which have practical experience in country and remote prescription. RFDS is focused to accomplish associations to help convey incorporated administrations tending to unmet requests over all patients through the utilization of the determined marking methodology (Abeyratne, 2008). RFDS are determined living up to expectations with state and Commonwealth governments to build up a reasonable subsidizing model joining Commonwealth, state and benefactor reserves. Region and state government subsidizing backings RFDS essential health awareness facilities and aeromedical departures while state government financing additionally underpins the Rural Aerial Health Service, operations and dental administrations from Broken Hill Base (Hall, 2007). Incomplete financing for capital costs, for example, air ship originates from the Commonwealth and state governments while the Commonwealth Government likewise gives fractional subsidizing to structures. Gifts from the group are a fundamental piece of our financing model and contribute highly required trusts towards empowering wellbeing administrations, including the buy of flying machine, gear and operational base.

Doug Holt Theory of Iconic Brands

Douglas Hold is the person who brought the concept of how to build an Iconic brand as a powerful tool that champions the ideology that resonates well with marketing and the strategy of the royal flying doctor service. Since, people care about the important components of their identities, they would like to use brands in their everyday lives and those, which can save live like the flying doctor services. Doug Holt reasons that Iconic brands plays an important aspect in people’s lives and have strong, durable brand loyalty among millions of people; since the flying doctor service brand. According to Holt, the flying doctor service brands become better simply due to their ability to provide better marketing and branding strategies and mousetraps to their consumers. Moreover, Holt argues that Iconic brands are cultural innovators and this innovation is what keeps them moving to date. Despite every marketer dreaming of building Iconic brands, only a few of them like the royal flying doctor service are able to succeed by and become an established brand for centuries.

Muniz and O’Guinn’s theory of brand community

The two main theoretical concepts of Muniz and O’Guinn’s brand communities presented by evident managerial and practical implications that are used in the royal flying doctor strategic brand management and this is very crucial in making things work out as required in saving lives of many. This theory is very competent in drawing all the marketing strategy that have to be employed for use in the flying doctor service, management tactics of the service, and consumer behavior literature that is what is mainly focused on in ensuring that the attention of the consumers is captured by making them know that this is the best method of saving lives to those in critical conditions. However, the this theory have put high importance in understanding the mechanisms and dynamics of consumption in today’s postmodern era thus; they get to know the right strategy that has to be used in the royal flying doctors service and that which will capture the attention of consumers in their branding process. There has been a proposal on a typology of consumption practices, which go beyond utilitarian benefits and give high returns in business, according to Muniz and O’Guinn’s theory of brand community. They use the consuming as experience to play a good role in their industry where they are applicable as well as better integration so the services provided by the flying doctors are all classified to benefit the brand strategy and its clients. This creates a respective identity for them to be valued in the industry as well as in the market where people are in high need of them. The brand work to ensure that the royal flying doctor service is identified by the services they give to their customers and the product constellations that surround the whole strategy as this is all what is needed by the sick. This theory indicates that the breakdown of traditional forms of community is highly useful in what is called the coupling of the increased industrialization in this era where the sick are impressed by what they see more than what they hear about concerning the services offered by the flying doctors services. This symbolic consumption is very inevitable as it now leads to the emergence of new forms of community that are very much interested in the consumption of the flying doctor services brand in the market. Muniz and O’Guinn’s theory is conglomeration of an increasingly materialistic capitalist society due to the brand of royal flying doctors that is now released in the market to help the sick and the people in critical conditions.

Application of Holt theory

Holt theory is used as a social network that was applied in the Coles supermarket advertisements in Australia. The theory has been applied in the supermarkets on across all food production through adverts that makes people know more about the productions of the supermarket. High food varieties now produced in the supermarket that is very fast growing in Australia for having implemented the use of Holt theory on the side of social networking (Brown, McDonagh & Shultz, 2012). The supermarket has really grown through the advertisement that it has made through the use of Holts theory. This has led to the establishment of two substantial cherry growers inclusive of the raspberry growers who have consolidated and gone to Woolworths to sell their products (Cova, Pace & Park, 2007). Coles being one of the biggest retailer in Australia, had to employ the use of this theory in advertising its products to increase sales and returns thus improving its profits in the industry. Australia is the other country in the world has as large a percentage of its dry grocery market and this is the reason as to why through the use of this theory as a social network, the Coles supermarket were successful.

Application of Muniz theory

Muniz hypothesis can be connected in observational system drawn from memory duplicates of no doubt understood photographs seen in the daily papers and on TV, similar to the execution of a Saigon laborer by a gun shot through the head. At the point when drawings had started to adequately take after the photographic generations, Muniz captured them and acquired a silver-salt print of around 30 x 36cm. The Vietnamese young lady from Tran Bang running stripped along the street with her skin smoldered by napalm or the Chinese understudy in Tian A Main Square who restricted the administration’s tanks with his own body could have been helped by the flying specialists to get treated on a prompt impact (Hélène & Brace-Govan, 2007). Muniz went for confirming what hints of well-known photos stayed in the brain when they were not a single longer there in sight and they attempted to advise individuals to utilize the regal flying specialist benefits as they can be of extraordinary use in times of mishap event and when prescription is immediately required in Australia. These are all pictures that have so moved general feeling as to be urged the aggregate memory as they contemplate on the administrations that are offered by the flying specialist brand. With a specific end goal to make the subject much more conspicuous, amid the printing procedure Muniz utilized the same halftone that we normally see in daily papers with a wide flow and this gave an impression of how the brand of imperial flying specialist administration was exceptionally valuable.

Comparing the effectiveness of two theories

Muniz and O’ Guinn discovered proof of the royal doctor service brand group in both up close, personal and the thing that they have been in utilizing as a part of making their brands work out for the hood and for the purpose of their clients to get medication immediately. This has been clear in many interceded situations and this is the place these two speculations have been proven to be effective as they advertise the royal flying doctor branding service very effectively (Cova, Pace & Park, 2007). They have been very valuable to the royal flying doctors brand that they have shown signs of utilizing them through the use of a right strategy to prove that they are effective. Their ethnographic study distinguished that their vicinity, making it a reason concerning why the three customary markers of group where these speculations are pertinent and presently extremely helpful to the royal flying doctor service brand that is utilizing the two hypotheses as a part of dominating the industry. Inside the royal flying doctor service brand group, the two theories are extremely effective and this is the reason regarding why they are comparable in meta-examination recognized gatherings of practice. This has made the two hypotheses that are all that much appropriate in marking the royal flying doctor services that are exceptionally clear in the two speculations (Fulton, Furman & Finlay, 2014).

Taking advantage of the capabilities of both services of royal flying doctors brand and society needs is another method that has made the two theories to be effective. The Theories have made several companies using social networking sites to support the creation and development of the royal flying doctor service brand, thus proving to be effective for use in Australia. Brands such as Jeep with famous royal flying doctor service brand tries to connect with their clients and enhance their branding services on such social networking sites as My Space and Facebook thus making the royal flying doctor service to be more effective (Christ & Anderson, 2011). However, despite research on royal flying doctor service brand, especially the new phenomenon of social media based on royal doctor service brand, thus making the Muniz and O’ Guinn theories to be more effective. Since the royal flying doctor service brand is becoming more important and prevalent, it’s then proving to be more effective, though he two theories as they make more insights about it (Bulmer & Buchanan-Oliver, 2010).

Because of the quick development of online networking and the inspiration of the royal fling doctor brand proprietors, they have decided to take an interest in online networking, the theories and motivation to ensure people use their services. The theories have been out to investigate if there the strategy employed for use has been to investigate whether brand groups in light of social networking have constructive outcomes. This should be on the principle group components and on group esteem creation rehearses, and on brand faithfulness as this will increase the effectiveness of their working (Leight, Chan & Krasnodebska, 2011).

The preferred theory

The Holts theory can provide a better fit for the royal flying doctor service brand; since, its objective is to first build up a neurological system of connections between brand group markers and esteemed creation practices, brand trust, and brand devotion. The theory also tests the system and speculations quantitatively by assessing a basic comparison of the model utilizing study information, example, and online networking site clients. It also creates and accept new scales to gauge some group related builds, like the shared cognizance, customs, conventions and commitments to society, through are very helpful in leading future overview based brand group studies in Australia (O’Connor, 2014). The Holts theory works on all the upsides of social networking with interfacing organizations to ensure straightforwardly, in an opportune way and requiring little to no effort, in impacting client recognitions; hence the best to fit for an overall royal flying doctor service brand. The royal flying doctor service conducts and unifies all diverse similarities and interested individuals that are very reputable in distinctive commercial enterprises. The other side of the theory is much more elevated on the amount an interest in social networking sites will take shield whereby, most of customers are found in order to be successful through this theory (Shaw, 2007). The use of this theory is more significant as compared to the other theories because most of commercial enterprises attempt to get advantage from social networking as they can be utilized to create a methodology and in  acknowledging their brands in dealing with others’ method or tail others’ headings  that prove to be competitive in the Australian branding industry.

Recommendations

I would recommend for the use of Holts theory as it more effective in branding as compared to other types of theories. The Royal flying doctors should select one of the high profile celebrities and use him or her as the brand manager to help create a good reputation for the organization. Holt’s theory would enable the royal flying doctors to have a wide social network that would ensue that people know their offers, eventually making it a brand.

Conclusion

Muniz and O’Guinn’s theories are very effective; since, discovered proof of brand groups in both up close, personal and that is the thing that they have been in utilizing as a part of making their brands work out for the hood for the purpose of their clients. This has been clear in many interceded situations and this is the place these two speculations have been proven to be effective. They have very valuable to the brands that they were utilized and this is a strategy to prove that they are effective. The Holts theory works on all the upsides of social networking with interfacing organizations to end-buyers straightforwardly, in an opportune way and requiring little to no effort, in impacting client recognitions; hence the best to fit for an overall brand.

References

Abeyratne, R. (2008). The fear of flying and air rage–some legal issues. Journal of Transportation Security, 1(1), 45-66

Brown, S., McDonagh, P., & Shultz, C. (2012). Dark marketing: Ghost in the machine or skeleton in the cupboard? European Business Review, 24(3), 196-215

Bulmer, S., & Buchanan-Oliver, M. (2010). Experiences of brands and national identity. Australasian Marketing Journal, 18(4), 199-205

Christ, P., & Anderson, R. (2011). The impact of technology on evolving roles of salespeople. Journal of Historical Research in Marketing, 3(2), 173-193

Cova, B., Pace, S., & Park, D. J. (2007). Global brand communities across borders: The warhammer case. International Marketing Review, 24(3), 313-329

Fulton, D., Furman, D., & Finlay, N. (2014). A longitudinal study of the middle class: Growth, size and marketing strategies. Research in Business and Economics Journal, 10, 1-20

Hall, S. (2007). Flying squad. Occupational Health, 59(9), 17-18

Hélène, d. B., & Brace-Govan, J. (2007). We do not live to buy. The International Journal of Sociology and Social Policy, 27(5), 193-207

Leight, N., Chan, R., & Krasnodebska, M. (2011). PDiN quarterly – trends in public diplomacy: June, july and august 2011. Place Branding and Public Diplomacy, 7(4), 299-315

O’Connor, J. P. (2014). “For a colleen’s complexion”: Soap and the politicization of a brand personality, 1888-1916. Journal of Historical Research in Marketing, 6(1), 29-55

Shaw, D. (2007). Consumer voters in imagined communities. The International Journal of Sociology and Social Policy, 27(3), 135-150

Skull, S. A., Krause, V., Dalton, C. B., & Roberts, L. A. (1999). A retrospective search for lyssavirus in humans in the northern territory. Australian and New Zealand Journal of Public Health, 23(3), 305-308

Tan, Amy C W,B.Pharm, PhD., Emmerton, Lynne M, BPharm,PhD., M.P.S., & Hattingh, H. L. (2013). Prescribing and medication-initiation roles based on the perspectives of rural healthcare providers in a study community in Queensland. Australian Health Review, 37(2), 1-7

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E-marketing Essay Paper Available Here

E-marketing
E-marketing

E-marketing

Order Instructions:

1. What is disintermediation? Give an example.
2. What is multichannel marketing? Give an example. How does omni-channel marketing
differ from multichannel marketing? As a consumer, do you value omni-channel
marketing? Why so/not? As an e-marketer, what are the key challenges you might face
when implementing omni-channel marketing strategy?

SAMPLE ANSWER

E-marketing

Disintermediation refers to a process where the supply chain for example consumers are given a direct access to entities at another stage of the supply chain simply by elimination of the need for intermediate entities like retailers within the access.it can also means the elimination of the all stages of the supply chain (Scott E. Sampson, 2001).

Examples of disintermediation include Dell and Apple companies who sell their products directly to the consumers.

Multi-channel marketing refers to a process of launching and creating the same campaigns in a multiple marketing communication channels. Multi-channel marketing is a straight forward way of recycling of similar content across all the channels.in a multi-channel the marketers are able to share information across all the mediums where various people cannot be connected to you.

Difference between Omni-channel and multi-channel

Multi-channel refers to the merging of business operation in such a way that ensures the customers carryout transactions through numerous connected channels. Such channels include online stores, mobile app stores, telephone sales and any other transacting methods with customers. The marketers operating across the multiple channels wish to put the same message to every customer in order to avoid confusing and alienating the customers.

On the other hand, Omni-channel is the evolution of multi-channel. However, Omni-channel concentrates on a seamless method of approach to consumer experience via all the shopping channels available. Such channels include computers, televisions, direct mail, mobile internet devices, radio and catalogue. For any company to be Omni-channel it should ensure proper planning, execution, measurement and optimization its efforts via each client touchpoint. The company will have to think about the best strategic approach to the selling and also servicing of the clients no matter the type of channel they consider to use (A WINTERBERRY GROUP WHITE PAPER, 2013).

As an e-marketer Omni channel is the best approach to marketing process. This is simply because Omni-channel marketing involves integration of the basic components of marketing communication such as branding, cadence and offer which serves to present identity to the new customers. Omni-channel marketing helps to promote development of customer-centered approach to promotion. Such approach is driven by the need to identify and have engagement with the true ideal customers. Omni channel promotes rethinking and reorientation of infrastructure, strategy and the allocation of various resources and this dictates how the brand will activate their media (Andrew Solmssen, 2012).

The challenges associated with Omni-channel marketing includes.

The organizations willing to use Omni-channel marketing will have to guard itself against business-as-usual disruption requirement. The organization should ensure that it does not lose both the medium and short-term competitive ground as it pursues the objectives that will provide the platform for a long-term success.

The organization faces the challenge of capturing and identifying opportunities for quick wins it should reinforce its support and buy-in from the broader spectrum of the organizational stakeholders.

Another challenge is that the organization should guard itself against poor decision making. The organization will be required to evaluate its strategies constantly to ensure that there is agreement with the customer best interests and the business strategy. The Omni channel marketing requires alleviation of the data governance to high strategic priority.

Work cited

A WINTERBERRY GROUP WHITE PAPER. (2013). Taking Cues From the Customer: “Omnichannel” and the Drive For Audience Engagement. Taking Cues From the Customer:.

Andrew Solmssen. (2012). Omni-Channel marketing:Your next challenge. Omni-Channel marketing:Your next challenge.   https://www.clickz.com/omni-channel-marketing-your-next-challenge/44099/

Scott E. Sampson, S. E. (2001). The Impact of Disintermediation in Retail Supply Chains. Orlando Fl.: Brigham Young University.

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Organization Management Term Paper

Organization Management
Organization Management

Organization Management

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There have been observed efforts made by organizations to ensure value based stakeholder approach. This has matched some of the points in the checklist. However, there has been less inclination to two of the points in the checklist. The question of the percentage of employee activities spent in building productive stakeholder relationships would yield a negative answer. This is based on the realization that the employees’ activities in most of organizations do not match the efforts of building productive stakeholder relationships. This emanates from various issues. It could be attributed to the inclination of organizations towards making more and more profits such that the employees are not allowed any time such that they can orient their activities towards creating productive stakeholder relationship.  This could also be attributed to failure of the employees or the leadership of the organization to realize the importance of productive stakeholder relationships.

There has also been less practice of the corporate culture valuing and supporting participation and open and shared decision making and collaboration across structures and functions. In its stead, in many organizations, there have been hindrances to open and shared decision making and participation. Weiss (2014) asserts that; this aspect is crucial in determining value based stakeholder, hence success of an organization. This could be attributed to the adoption and usage of autocratic leadership whereby the opinions of subordinates are not put into consideration in decision making. This makes the subordinates not to feel free to air their views. Where there have been attempts to orient the undertakings of an organization towards valuing and supporting participation and open and shared decision making and collaboration across structures and functions, there have been failure to articulate this to the culture. The implication of this is that; such aspect has been taken as not being very useful and therefore it does not bear the expected fruits.

References

Weiss, J. W. (2014). Business ethics: A stakeholder and issues management approach (6th ed.). San Francisco, CA: Berrett-Koehler Publishers, Inc.

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Environment, sustainability and development

Environment, sustainability and development
Environment, sustainability and development

Environment, sustainability and development: Ethical or moral dimensions of consumption

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Environment, sustainability and development: Ethical or moral dimensions of consumption

Even if there is lots of buzz with regard to the notion of ethical consumption, the realism of actual ethical consumption is depressing at best. For instance, the share of the market that green products hold is terribly low. In the past 20 or so years, the role played by ethical considerations in shaping the behaviour of consumers has become more and more significant. The economic significance of the increase in ethical purchasing for corporate strategy, policymakers, and retailing is well established and expected to rise. Even so, what actually constitutes ethical consumption is itself debatable. According to Popke (2006), consumption as a social practice could have ethical or moral dimensions.[1] Using a commodity case study example, this paper discusses what is really meant by this statement.

Ethical consumption, on one hand, may be understood in relation to certain objects of ethical or moral concern. In this sense, various issues can be defined as ethical such as safety and health risks, environmental sustainability, human rights, labour conditions, fair trade, as well as animal welfare. Alternatively, this focus on consumption as a way of acting ethically or morally towards certain objects of concern extends throughout various types of practice such as investment decisions, pensions, personal banking, and shopping.[2] The diversity of practices and objects which may constitute ethical consumption is underlined by taking into consideration the diversity of organizational forms which may be defined within this category. These include lobby groups such as the Soil Association; ethical trading associations such as Body Shop, Traidcraft, and Oxfam; fair trade campaign organizations such as Christian Aid and Oxfam; consumer boycott campaigns such as Stop Esso and anti-Nestle; co-operative movements such as the Co-Op in the United Kingdom; as well as no-logo anti-globalization campaigns for instance against McDonalds, Gap, and Nike. Even this short listing illustrates the high level of overlap between different organizations, the variety of issues and strategies taken up, as well as the variability of scales at which activities of ethical consumption operate.

Sustainable consumption is understood as the consumption of services and goods which have least environmental impact, are financially viable and socially equitable, while satisfying the fundamental needs of humans all over the world.[3] It is notable that sustainable consumption basically targets everybody worldwide in all sectors, from governments to individuals to multinational corporations. In the past 5 decades, people worldwide have consumed more services and goods compared to the combined total of all the earlier generations.[4] In essence, this considerable increase in consumption has served to foster economic growth and improved the quality of life for millions of people. It has also fostered degradation of the environmental. Nonetheless, the patterns of consumption vary considerably between developing and developed countries. The poorest 1/5 of the world account for roughly 1% of consumption whereas the richest 1/5 account for an estimated 86% of consumption.[5] At present, the unsustainable and unethical patterns of consumption are in fact depleting the stocks of natural resources; destroying the environment; distributing resources in a manner that is inequitable; hindering sustainable development efforts; and contributing to social problems for instance poverty. Sustainable consumption serves to compliment sustainable production practices as well as achievements.

Ethical or moral consumers are understood as consumers who when shopping, take into consideration ethical, animal, and environmental issues, including oppressive regimes as well as armaments.[6] Also known as ethical consumerism, ethical consumption behaviours include decision-making, acquisitions, and/or other consumption patterns that are affected by the ethical concerns of the consumer. Ethical consumption is essentially about withdrawing support from bad, unethical companies and supporting those companies that are good and ethical.

There are 4 sorts of ethical consumerism. These are negative ethical purchase behaviour; positive ethical purchase behaviour; lobbying or consumer action; and fully-screened approach. (i) Negative ethical purchase behaviour entails avoiding or boycotting goods that have unethical traits. This may entail the consumer shunning products which he or she disapproves of, such as gas-guzzling cars or battery eggs. (ii) Positive ethical purchase entails purchasing goods that have ethical traits. This may entail, for instance, preferring certain ethical products like energy saving bulbs. (iii) Company-based purchasing or consumer action involves activities for instance direct action regarding an issue, or even lobbying.[7] In this form of ethical consumption, the consumers target a corporate organization as a whole and avoid each product made by that specific organization. In the United Kingdom for instance, the Nestle boycott targeted all the subsidiaries and brands of Nestle in protest so as to get Nestle change how it markets its baby milk formula worldwide. (iv) Fully-screened approach – this is when a consumer looks at products and at organizations and evaluates the product that is the most ethical.[8] Whereas consumers who assume ethical behaviour could be seen as ethical consumers, the reverse is not essentially true. For instance, a company or an individual who does not buy a fair trade product cannot be essentially seen as being unethical.

Ethical concerns of consumers have resulted in the growing popularity of organic food, and have increased consumer concerns as regards farming practices and environmental damage. Ethical consumption can also be defined as the deliberate and conscious choice to make particular consumption choices due to moral or personal beliefs. The phrase ethical consumption is broadly utilized and has in fact resulted in the emergence of marketing practices targeting the ethical consumers. These include the market for organic produce; growing supplier power and corporate responsibility; emergence of market for fair trade goods; media interest in issues pertaining to fair trade; and market for ethical investment products.[9]

Ethical consumers are commonly influenced by ethical or environmental considerations when they choose services or products to purchase for consumption. According to Devinney, Auger and Eckhardt, what is commonly seen as ethical consumer behaviour is actually in flux. Some people may ask themselves: is boycotting Chinese products as a way of protesting unethical employment practices really good when the boycott might lead to less jobs for the Chinese people who do not have job alternative? If one looks at the marketplace from the point of view of thinkers like Baudrillard and Karl Marx, even though shoppers might claim that they desire to alter the marketplace through their behaviours, in the end, they are blinded by the seduction of consumer goods. In essence, this implies that ethical consumers and green consumers are both myths.[10] Even though surveys have shown that shoppers describe themselves as being all caring, they in fact continue ignoring social issues given that they repeat their usual product purchases and preferences in the marketplace. This results in a substantially lower level of socially responsible consumption than would be anticipated basing on data from research surveys.[11]

Ethical products are turning out to be more extensively available, and a lot of items have just appeared in recent times in retail outlets. This might be helpful in explaining why concerns with regard to availability – and thus purchasing effort – might not be very pertinent any longer for lots of products. In the study by Bray, Johns and Kilburn, the study subjects complained about having inadequate information to pick products consistent with their ethical standards and attitudes. These authors stated that it became apparent that there is an essential need for more information in point of sale merchandising, and that the growing interest and awareness in such issues over the past 10 years might have increased the appetites of consumers to be informed.[12] According to the study by Bray, Johns, and Kilburn, a vital aspect of ethical consumption appeared to be post-purchase dissonance in the form of guiltiness at not selecting the ethical option. For the study subjects, price was a vital impediment to consuming ethically. The respondents believed that the benefactor from their ethical decisions has to be the underpaid labourer or producer, although they resentfully thought that a lot of companies profit from such goods.[13] In addition, the consumers questioned the quality of ethical products except local food produce, and lots of Fair Trade goods were believed to be of poor quality. Bray, Johns, and Kilburn found that the common view was that if a corporate organization focuses largely on sustaining ethical standards, the quality of its goods may be lower. Furthermore, the consumers, who were the respondents in the study, demonstrated great image consciousness as well as brand loyalty in such a way that when other factors for instance price were disregarded, purchasing inertia and brand loyalty still prevented these consumers from purchasing an ethical alternative.[14]

Although the scope of the study by Bray, Johns and Kilburn is limited by scope, it offers insight into the main factors that hamper or prevent consumers from engaging in ethical consumption. Whereas a range of consumption choices may be made, studies have given emphasis to the rising occurrence of ethical consumption, with shoppers choosing goods that are marketed as Organic or Fair-Trade. Likewise, other researchers have underscored the significance of boycotts that corporate organizations have suffered due to the stories which emerge that question the ethical aspects in their supply chain.[15] Researchers have also reported that some consumers seek ethical alternatives in some instances and avoid certain brands and products in other cases in which they have reason to question the ethical credibility of the companies. Nevertheless, it is acknowledged that most buying decisions are not really subjected to such scrutiny and decisions in most cases being based upon self-interest. Where this is the case, many consumers describe post-purchase feelings of guiltiness if they were aware that they had actually not made the choice that was ethically optimal.[16]

Case study: Buying Fair Trade coffee commodity

An estimated 125 million people across the globe rely on coffee farming for their employment and source of revenue. Coffee is the most commonly traded and costly tropical agricultural product and about 24.9 million farmers produce roughly 80 percent of the world’s coffee.[17] Nonetheless, a lot of these farmers fail to earn a reliable livelihood from the farming of coffee.[18] Coffee is understood as a boom and bust commodity. Globally, the production of coffee differs each year depending on factors such as disease and weather conditions leading to a coffee market which is unstable and typified by wide price fluctuations. It is worth mentioning that this price volatility has major effects for the coffee farmers as well as those people relying on coffee for their living. This makes it hard for coffee farmers to predict their proceeds for the next season and budget for the needs of their farming and households.[19]

The supply chain of coffee is complex given that coffee beans pass many hands from farmers, traders, coffee processors, coffee exporters, coffee roasters, coffee retailers, and at last the end user. A lot of growers do not have any idea regarding where their commodity goes or the price their commodity will end up selling for.[20] In general, the more profitable export of green coffee – coffee beans which have already been processed and are ready to be exported and roasted – is simply an option for coffee growers if they can create co-operatives, buy equipment for processing, and organize export or employ a contractor for perform these services.[21]

Fair-trade was founded in response to the awful struggles that coffee growers in Mexico underwent after the world coffee prices collapsed during the late ‘80s. It is notable that certified coffee producer organizations, with fair-trade, are assured to get at least the Fair-trade Minimum Price for their commodity, which is aimed at covering their production costs and serve as a safety net whenever coffee prices in the marketplace drop below a sustainable level.[22] Coffee growers, through their producer organizations, can also get the extra Fair Trade Premium which they can utilize in investing in community or business improvements and have to utilize no less than 25% of it in enhancing quality and productivity, for instance by spending in processing facilities. According to Fair trade Foundation, certified growers of coffee in 2011-12 earned about £30 million in premiums which were spent in community projects as well as farmer services.[23]

Fair trade coffee is essentially coffee that has been produced consistent with fair trade standards. Fair trade practices forbid forced or child labor. It is notable that fair trade organizations such as Starbucks establish trading partnerships basing upon respect, transparency, and dialogue, which seek greater equity in global trade. In essence, these partnerships offer better trading conditions to farmers of coffee bean and in so doing contributing to sustainable development.[24] Fair trade organizations actively support producers. They are also involved actively in supporting sustainable environmental farming practices.

When a consumer chooses to buy fair-trade coffee, it means that the consumer is actually helping farmers of coffee worldwide to get a fair deal. These coffee farmers will be able to get a fair price for their beans as well as an extra premium to invest on various things such as agricultural improvements, reforestation, and schools. This implies that these farmers can actually improve their community and social lives, their working, and protect the environment in which they are living in.[25] Given that every coffee bean could be traced back to the co-operative of the farmer which produced it, the consumer is able to get a great cup of coffee which he or she knows has been produced to high standards of ethics.[26]

Some of the organizations that sell fair trade coffee include AMT coffee, Aspretto, Cafedirect, Cafeology, Cool Earth coffee, The Co-operative, Eros coffee, Equal exchange, Grumpy mule, Esquires coffee, M&S, Matthew Algie, Pergol, Revolver, Sainsbury’s, Starbucks, Taylors of Harrogate, Tchibo Coffee International, Tesco, Tim Peaks, Waitrose, and Traidcraft. One of these fair trade organizations, Starbucks, takes an all-inclusive approach to ethical sourcing and uses responsible practices to purchase coffee from growers; farmer support; environmental, monetary, and social standards; community development programs and industry collaboration. Starbucks is truly dedicated to 100 percent ethically sourced coffee.[27] The foundation of Starbucks’ approach is Coffee and Farmer Equity (CAFE) Practices, which is currently one of the first set of sustainability standards in the coffee industry. The CAFE Practices, which were developed together with Conservation International, have helped Starbucks in creating a lasting supply of premium and excellent coffee and positively impact both the livelihoods and lives of growers and their communities. In essence, the CAFE Practices include guidelines in 4 main areas: financial accountability and transparency, quality, environmental leadership, and social responsibility. When these 4 areas are taken together, the stands assist coffee growers in a manner that is better not just for people, but to the plant as well.[28]

According to Fair Trade USA, a consumer choosing to buy Fair Trade Coffee could actually help coffee growers to escape poverty. The majority of small-scale family growers are living in isolated locations and do not have access to credit and they are therefore susceptible to middlemen who offer them cash money for the commodity at a fraction of the coffee’s value.[29] Fair Trade promises coffee growers minimum prices and connects coffee growers directly with coffee importers thereby creating lasting sustainability. In essence, Fair Trade allows growers to earn better earnings so that they can be able to invest in quality. In 2009, the average price paid to coffee growers per pound was $1.69 for Fair Trade Certified Coffee, which is much higher than the average market price of $1.25.[30]

When a consumer buys fair trade coffee, he or she will not pay exorbitant amounts of money since fair trade ensures that both the consumer and the producer of the coffee are not ripped off. Purchasing fair trade coffee ensures that the consumers’ money creates goodness and integrity all the way around. A lot of coffee growers in developing countries such as Malawi, India, Costa Rica, Uganda, Guatemala, Colombia, Peru, Honduras, Nicaragua, Vietnam, Mexico, Ethiopia, Papua New Guinea, Bolivia and Tanzania make little money for their toil. Through fair trade, growers who are working hard in producing the coveted drink of coffee that consumers enjoy daily are making a livelihood from their work and are paid fairly for their work. In general, a happy coffee grower will create a better commodity. Consumer want to know that when they buy coffee which makes their day better, the coffee commodity is also helping to provide a living for the people who brought that coffee to existence for the consumer to enjoy. When one spends his or her money on fair trade coffee product, that is precisely what the consumer is doing: ensuring that those who produced that coffee are actually being treated fairly, and this is ethical or moral consumption of coffee commodity.

Conclusion

In conclusion, this paper has provided an in-depth discussion of what Popke meant when he stated that consumption as a social practice could have ethical or moral dimensions. Ethical or moral consumers are basically those consumers who when they go out to shop, they take into account ethical, animal, and environmental issues. Ethical consumption behaviours comprise purchases, decision-making, in addition to other consumption patterns which are actually affected by the ethical concerns of the shopper. The 3 kinds of ethical consumption are as follows: negative ethical purchase behaviour; positive ethical purchase behaviour; and lobbying or consumer action. The commodity case study of fair trade coffee has been used in the discussion. With fair trade, coffee producer organizations worldwide are assured to get at least the Fair-trade Minimum Price for their coffee produce, which is aimed at covering their production costs. It also acts as a safety net every time coffee prices in the marketplace drop lower than a sustainable level. Fair trade organizations support coffee growers and are involved actively in supporting sustainable environmental farming practices.  When one buys fair-trade coffee, it basically implies that he or she is helping farmers of coffee to get a fair deal. In other words, purchasing fair trade coffee commodity ensures that coffee growers in developing countries where the coffee was sourced are in fact being treated justly; this is ethical consumption of coffee.

References

Barnett, Clive., Cloke, Paul., Clarke, Nick., & Malpass, Alice. 2012. Articulating Ethics and Consumption. Oxford, England: Oxford University Press.

Bateman, C. 2012. Framing effects within the ethical decision making processes of consumers. Journal of Business Ethics (36): 119-140.

Bray, Jeffery., Nick, Johns., & Kilburn, Johns. 2010. An exploratory study into the factors impeding ethical consumption. Journal of Business Ethics.

Devinney, T. M., Auger., P, & Eckhardt, G. 2010. The Myth of the Ethical Consumer. Cambridge University Press: Cambridge.

Burke, Paul F., Christine Eckert, and Stacey Davis. 2014. “Segmenting consumers’ reasons for and against ethical consumption.” European Journal Of Marketing 48, no. 11/12: 2237-2261. Business Source Complete, EBSCOhost (accessed May 14, 2015).

Fair Trade Foundation. 2015. Coffee. Retrieved from http://www.fairtrade.org.uk/en/buying-fairtrade/coffee

Fair Trade USA. Fair Trade: Coffee. 2015. Retrieved from http://fairtradeusa.org/products-partners/coffee

Gregory-Smith, Diana, Andrew Smith, and Heidi Winklhofer. 2013. “Emotions and dissonance in ‘ethical’ consumption choices.” Journal Of Marketing Management 29, no. 11/12: 1201-1223. Business Source Complete, EBSCOhost (accessed May 14, 2015).

Long, Michael, and Douglas Murray. 2013. “Ethical Consumption, Values Convergence/Divergence and Community Development.” Journal Of Agricultural & Environmental Ethics 26, no. 2: 351-375. Business Source Complete, EBSCOhost (accessed May 14, 2015).

Oh, Jong-Chul, and Sung-Joon Yoon. 2014. “Theory-based approach to factors affecting ethical consumption.” International Journal Of Consumer Studies 38, no. 3: 278-288. Business Source Complete, EBSCOhost (accessed May 14, 2015).

Popke, J. 2006. “Geography and ethics: everyday mediations through care and consumption.” Progress in Human Geography, 30(4), 504-512.

Robbins, Richard H. 2013. “Coffee, Fair Trade, and the Commodification of Morality.” Reviews In Anthropology 42, no. 4: 243-263. Academic Search Premier, EBSCOhost (accessed May 14, 2015).

Schuler, Douglas A., and Petra Christmann. 2011. “The Effectiveness of Market-Based Social Governance Schemes: The Case of Fair Trade Coffee.” Business Ethics Quarterly 21, no. 1: 133-156. Business Source Complete, EBSCOhost (accessed May 14, 2015).

Starbucks Corporation. Ethical Sourcing: Coffee. Retrieved from http://www.starbucks.com/responsibility/sourcing/coffee

Valkila, Joni, Pertti Haaparanta, and Niina Niemi. 2010. “Empowering Coffee Traders? The Coffee Value Chain from Nicaraguan Fair Trade Farmers to Finnish Consumers.” Journal Of Business Ethics 97, no. 2: 257-270. Business Source Complete, EBSCOhost (accessed May 14, 2015).

[1]  J. Popke 2006. “Geography and ethics: everyday mediations through care and consumption.” (Progress in Human Geography, 30(4)) p. 506.

[2] Jeffery Bray., Nick, Johns., & Kilburn, Johns. 2010. An exploratory study into the factors impeding ethical consumption. (Journal of Business Ethics), p. 12

[3] C. Bateman. 2012. Framing effects within the ethical decision making processes of consumers. (Journal of Business Ethics (36)), p. 119.

[4] Ibid, 120

[5] Dian Gregory-Smith., Andrew Smith, and Heidi Winklhofer. 2013. “Emotions and dissonance in ‘ethical’ consumption choices.” (Journal Of Marketing Management 29, no. 11/12: 1201-1223. Business Source Complete, EBSCOhost), p. 1211.

[6] Michael Long, and Douglas Murray. 2013. “Ethical Consumption, Values Convergence/Divergence and Community Development.” (Journal Of Agricultural & Environmental Ethics 26, no. 2: 351-375. Business Source Complete, EBSCOhost), p. 362.

[7]  Jong-Chul Oh., and Sung-Joon Yoon. 2014. “Theory-based approach to factors affecting ethical consumption.” International Journal Of Consumer Studies 38, no. 3: 278-288. Business Source Complete, EBSCOhost), p. 281.

[8] Ibid

[9] Ibid., 282

[10] Devinney, T. M., Auger., P, and Eckhardt, G. 2010. The Myth of the Ethical Consumer. (Cambridge University Press: Cambridge), p. 46.

[11] Ibid., 52

[12] Jeffery Bray., Nick, Johns., & Kilburn, Johns. 2010. An exploratory study into the factors impeding ethical consumption. (Journal of Business Ethics), p. 15

[13] Ibid., 16

[14] Ibid., 17

[15] C. Bateman. 2012. Framing effects within the ethical decision making processes of consumers. (Journal of Business Ethics (36)), p. 119.

[16] Clive Barnett., Cloke, Paul., Clarke, Nick., & Malpass, Alice. 2012. Articulating Ethics and Consumption. (Oxford, England: Oxford University Press), p. 45.

[17] Richard Robbins. 2013. “Coffee, Fair Trade, and the Commodification of Morality.” (Reviews In Anthropology 42, no. 4: 243-263. Academic Search Premier, EBSCOhost), p. 252.

[18] Ibid.

[19] Fair Trade Foundation. 2015. Coffee. Retrieved from http://www.fairtrade.org.uk/en/buying-fairtrade/coffee

[20] Joni Valkila., Pertti Haaparanta, and Niina Niemi. 2010. “Empowering Coffee Traders? The Coffee Value Chain from Nicaraguan Fair Trade Farmers to Finnish Consumers.” (Journal Of Business Ethics 97, no. 2: 257-270. Business Source Complete, EBSCOhost), p. 262.

[21] Fair Trade Foundation. 2015. Coffee. Retrieved from http://www.fairtrade.org.uk/en/buying-fairtrade/coffee

[22] Ibid

[23] Ibid

[24] Paul F. Burke., Christine Eckert, and Stacey Davis. 2014. “Segmenting consumers’ reasons for and against ethical consumption.” European Journal Of Marketing 48, no. 11/12: 2237-2261. Business Source Complete, EBSCOhost (accessed May 14, 2015)., p. 2241

[25]  Fair Trade Foundation. 2015. Coffee. Retrieved from http://www.fairtrade.org.uk/en/buying-fairtrade/coffee

[26] Douglas A. Schuler, and Petra Christmann. 2011. “The Effectiveness of Market-Based Social Governance Schemes: The Case of Fair Trade Coffee.” (Business Ethics Quarterly 21, no. 1: 133-156. Business Source Complete, EBSCOhost), p. 144.

[27] Starbucks Corporation. Ethical Sourcing: Coffee. 2015. Retrieved from http://www.starbucks.com/responsibility/sourcing/coffee

[28] Ibid.

[29] Fair Trade USA. Fair Trade: Coffee. 2015. Retrieved from http://fairtradeusa.org/products-partners/coffee

[30] Ibid

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