Sony China Market Segmentation Essay Example for Free

Sony China Market Segmentation Essay Sony VAIO is the best computer that serves the needs of every customer and is not comparable at all. From the conducted 760 surveys, 18 percent are grouped in the segment of entertainment lovers. Then 88 percent of all the entertainment lovers plan to by a laptop within the next 12 months, according to Exhibit 8. Therefore, there are approximately 120 entertainment lovers likely to purchase a laptop within a year, of who about 8 would buy a Sony. In the Clues report there is an equally distribution across segments, although the problem is that the sample size is not sufficiently large and the gap between the last column of each segment is not obvious enough, which may make comparison more difficult to conduct. For the Compass report, the advantage is that the sample size is good and diversity of respondents is taken into account. There are clear gaps between the final results of each segment. However, the disadvantage is the bound for segmentation is unclear, which can cause confusion in selecting target segment. Mr. Lopez, as your market strategy is focused on the current loyalty and interest in Sony, the target of segmentation is to retain existing customers while at the same time grow the share of customers Sony’s products. Therefore, we believe that Sony should segment the market from a global perspective. Consequently, the Compass report, which segmented the market by purchase motivations, would be a better foundation under this marketing strategy because it involved a much larger base of respondents from various countries and regions of the world. It took much more diversified factors into the investigation of motivations behind buying decisions, which offered a crucial facilitation to the company to expand its foreign markets. With reference to the Compass study data in China shown in table 2, the best segments to be targeted are Techonosocializers, performance seekers and status focused customers, as the probability of purchasing a Sony computer within the next 12 months by these segments are relatively high than the remaining three segments. The motivations of buying decisions made by the three segments are to capture information from multimedia access, to facilitate online social networking and to reflect the social status of an individual. These motivations can be best served by Sony brand.

Customers Expectations Versus Management Perceptions

Customers Expectations Versus Management Perceptions Eating is observably a daily action and necessity for all human beings. Depending on individuals reason for eating at restaurants, individual intentionally or instinctively assess a multifarious set of attributes ahead of choosing a restaurant. The significance involved to these restaurant attributes is ultimately evaluated in the customers mind, leading to a decision of purchasing (Johnson and Champaner, 2004). Thus, this study is to investigate how much service quality can have an impact on customer satisfaction and retention especially in our Mauritian context at KFC. As there is a casual inter-relationship between customer satisfaction and service quality, this study aims to find out the effectiveness of the service dimensions of service quality which leads to customer satisfaction and finally to retention at KFC. All the main aspects will be analyzed and recommendations will be drawn out for better improvement. Company Background History Kentucky Fried Chicken (KFC) was founded by Colonel Harland Sanders in 1952 and its primary focus is fried chicken. KFC also offers grilled and roasted chicken products, wraps, salads, sandwiches and desserts as well beef based products outside the USA. Although the death of Sanders in 1980, he remains a vital part of the firms branding and advertisements, and Colonel Sanders or The Colonel is a metonym for the company itself. In 1991, the abbreviated form of its name KFC was adopted by the company. The Present KFC operates more than 5,200 restaurants in the United States and more than 15,000 units around the world. In 109 countries and territories around the world, KFC everyday serves more than 12 million customers. KFC is world famous for its Original Recipe fried chicken, made with the same secret blend of 11 herbs and spices Colonel Harland Sanders perfected more than a half century ago. Based on the Fortune 500 List, KFC is ranked on 239 positions with revenues in excess of $11 billion in 2008. Introduction of KFC in Mauritius With time, consumers were more demanding for large variety of food and then, the first KFC outlet was launched in Mauritius-1983. Pick N Eat is the company which operates the KFC franchise in Mauritius. KFC has carved a solid reputation as a quick service restaurant which provides quality products and service. Across our island, 18 outlets are spread out and 10,000 customers daily are enjoying their finger-linking favorites in the consumer-friendly environment. Background of the program In the fierce competition, the market trend has changed noticeably from agricultural to service market. The service sector especially fast food industry is in a rapid growth and gain a position in the market due to lack of time to prepare food and dual income families. All of the fast food businesses are trying their best to improve their service quality in order to make customer satisfied and return back to them again. They are concentrating more on service quality in order to meet the needs and expectations of the customer. The more satisfied the customers are, the more likely they are to return to the restaurant. The restaurant industry has undoubtedly not been free from either augmented competition or from increasing customer expectations regarding quality. According to the Kaplan and Norton (2001) the importance of the perceived quality in order to get the retention effect in restaurant industry is always considered as a main element to retain in the customers and the business. The main reason behind that in this industry entry barrier are usually low and any one can easily enter due to investment required that is not on the higher side. So the point is that when ever consumer is satisfy from the arrangement by the management, the quality of the food provided by the staff members with the positive attitude than this result in increasing the loyalty towards the particular restaurant and increases the retention intensions of the customers. Problem Statement Service quality is a vital strategy for any restaurants, success and repeat business and it has long been defined by adopting a rather more customer-oriented view and not by the restaurateur-oriented (Saleh and Ryan, 1991). Customer is the key role in any business, without any customer it is difficult to do business. It is necessary to work closely with your customer. As customers can also create your business, thus, customer is the major part of business and also in the market. Business runs through customer, without the customer there is no business. Due to the increasing competition with other restaurants and quality-conscious customers, it is vital to carry out this research. There is a need for further improvement in order to face the competitors and meet the increasing customers expectation concerning quality. Based on the actual service quality performance of KFC, it is important to identify if customers are satisfied with the current situation and are likely to retain at KFC or switch to other competitors. Also, to find out the factors of service quality that leads to customer satisfaction and retention. From the above reasons, it is important that the service performance meets or exceeds customers and their expectation, the customer will be satisfied. Service quality is an antecedent of customer satisfaction. Research Objectives -To assess customers expectation and perception level towards service quality. -To analyze the discrepancy gap between customers expectation and perception level towards service quality. -To identify the discrepancy gap between customer expectations and employees perceptions at KFC. -To explore the service aspects of the dimensions which have an influence on customer satisfaction and retention? Research Questions -What is the level of customers expectation and perception towards service quality? -What is the discrepancy gap between customers expectation and perception towards service quality? -What is the discrepancy gap between customer expectations and employees perceptions at KFC? -What are the service aspects of the dimensions which have an influence on customer satisfaction and retention? Aims of the study This study is to find out whether the service dimensions have an impact on customer satisfaction and retention at KFC by using the SERVQUAL Model by Parasuraman, Zenithaml, and Berry (1988). It will also explore the service aspects that affect and influence customer satisfaction and retention. Significance of the study This study will act as a practical guideline for KFC, especially the management and the front line employees which may increased a higher level of customer satisfaction in the near future. The results of this quantitative assessment of service quality may provide some insights into how customers rate the service and assessed customer satisfaction at KFC. The outcomes will utilize as a basis to improve their existing service quality or to develop a new one in order to meet with the customers needs and satisfy them. Furthermore it will help KFC managers to know if they are providing services according to the norms established by customers. The management will be able to come up with a strategy for upgrading their service quality which will definitely lead to customer satisfaction and retention. All these views of customers will help KFC to remedy problems if there are and maintain their service quality. Phases of the discussion Introduction In the first chapter, the problem area is discussed with a deeper understanding regarding the research. The problem discussion ends with a research objectives and questions. In the end of this chapter, the contributions of this research are also presented. Literature Review In the second chapter, the literature review of service qualitys impact on customer satisfaction and retention is discussed with the following purposes of assessing customers expectation, customers and employees perception, identifying their gaps and the influencing service quality aspects. Research Methodology ************************************* Analysis ************************************************* Conclusion and Recommendation ******************************************************** Conclusion The first chapter provided us a background to the outline of the dissertation. It contained the research context, which is, identify the problems, and establish its aims and its objectives, set out the research questions and finally present the outline of the study. Chapter 2- LITERATURE REVIEW 2.1 Introduction This chapter will give an overview of literature and models that presented by writers and journalists. It will support the research objective presented in the previous chapter. The chapter will elaborate the concepts of service, service quality, customer satisfaction, customer retention, service quality dimensions, the gaps and others. 2.2 Service There are many definitions concerning the concept of service by researchers. (Parasuraman et al. 1985). Gronroos (1983) defined service as: An activity or series of activities of more or less intangibles nature that normally, but not necessarily, take place in interactions between the customer and service employees and/or physical resources or goods and / or systems of service provider, which are provided as solutions to customer problems. Service is: Any primary or complementary activity that does not directly. Produce a physical product that is, the non-goods part of the transaction between customer and provider (Payne, 1993). Whereas Kotler et. al. (1999) defined service as any activity or benefit that one party offers to another which is essentially intangible and does not result in the ownership of anything, and it may or may not be tied to a physical product. In today market, products heavily rely on its service to acquire competitive advantage and to satisfy customers needs. 2.3 Service Quality In the service industry, service quality has become a crucial tool. Practitioners are interested in the concept of service quality, which has an advantageous effect on outcome performance for the company. Service quality is a critical element of customer perceptions as well as in determining customer satisfaction. Various experts have defined service quality differently. Parasuraman et al. (1985) proposed a formal definition of service quality as the degree and direction of discrepancy between customers service perception and expectation. If expectations are greater than performance, then perceived quality is less than satisfactory and hence customer dissatisfaction occurs. Asubonteng et al. (1996) defines service quality as the extent to which a service meets customers, need and expectation. Hooley, Saunders and Piercy (2004) A prime factor in differentiating the product or service from that of competitors is quality. Quality concerns the fitness for purpose of a product or service. For manufactured products that can include the durability, appearance or grade of the product while in services it often comes down to the tangible elements of the services, the reliability and responsiveness of the service provider, the assurance provided of the value of service and empathy, or caring attention, received. 2.4 SERVQUAL Approach The SERVQUAL framework has come up for the purpose to improve service quality in services and retailing organizations as it has suggest that customer satisfaction is based on multiple factors rather than one. The SERVQUAL method developed by Parasuraman et al. in 1988 is a technique used to perform a gap analysis of an organizations service quality performance against customer service quality needs. Parasuraman et al. (1988) came up with five dimensions (grouped with 22 attributes) to measure service quality are tangibles, reliability, responsiveness, assurance and empathy. The SERVQUAL instrument is regarded as a reliable method of measuring service quality (explore customers expectation and perceptions), which in turn leads to a measurement of customer satisfaction. 2.4.1 SERVQUAL Dimensions In 1985, Parasuraman et al. has identified ten determinants for measuring service quality: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding or knowing the customer and tangibles. Later, in 1998, Parasuraman et al. refined the model to the useful acronym RATER:- Reliability It is defined as the ability to perform the promised service dependably and accurately or delivering on its promises (Zeithaml et al., 2006, p. 117). It is one of the most important service components for customers as it implies doing it right the first time. The service organizations need to keep its promise and maintain an error free record. The reliability factor: the staff performs tasks that have been promised to guests and resolve problems encountered by guests. For the food beverage industry, reliability can be interpreted to mean fresh food delivered at the correct temperature and accurately the first time (Andaleeb Conway, 2006). Assurance It is defined as the ability of staff to inspire confidence and trust. Assurance is defined as the employees knowledge and courtesy and the service providers ability to inspire trust and confidence (Zeithaml et al., 2006, p. 119). The staff can handle effectively complaints and problems from the guests. Customers are more likely to use tangible evidence to assess the assurance dimension such as awards or special certificates which give a new customer confidence. Tangibles Tangible is defined as the physical facilities, equipment, staff appearance and others. It translates to the restaurants interiors, the appearance and condition of the cutlery, tableware, and uniform of the staff, the appearance and design of the menu, restaurant signage and advertisements (Zeithamal et al., 2006). Tangibles are used by firms to convey image and signal quality (Zeithaml et al., 2006). Customers use this dimension to evaluate the quality. Empathy Empathy is the extent to which caring individualized service is given to a customer. The customer is treated as a king. Many small companies use this ability to provide customized services as a competitive advantage over the larger firms (Zeithaml et al., 2006). Empathy may be important to ensure customer loyalty as the server knows how the customer likes his or her food prepared. In return, the customer is easily approach and spell out their needs to the service provider. If a company looks its customer as an individual, as result, the company will come as a winner. Responsiveness Responsiveness is defined as the willingness to help customers and provide prompt service (Zeithaml et al., 2006, p. 117). The service provider has the ability to deal customer requests, questions, problems and complaints with attentiveness and promptness in a timely manner and it is crucial for the customers. In order to be responsive, a service provider has to determine how long it would take to get answer or to solve a problem. To be successful, companies need to look at responsiveness from the view point of the customer rather than the companys perspective (Zeithaml et al., 2006). This dimension captures the notion of flexibility and ability to customize the service according to the customer needs. 2.4.2 Service Quality Gaps Model In 1990, Zeithaml, Parasuraman and Berry have developed a survey instrument to measure the gap between customers expectation for excellence and their perception of actual service delivered. The SERVQUAL model uses the terms that describe one or more determinants of a quality service encounter. SERVQUAL as the most often used approach for measuring service quality has been to compare customers expectation before service encounter and their perception of the actual service delivered (Gronroos, 1982, Lewis and Booms, 1983; Parasuraman et al., 1985). There are seven major gaps in the service quality concept, out of which Gap 1, Gap 5 and Gap 6 are more associated with the external customers as they have a direct relationship with customers. Figure 1: SERVQUAL or Gaps Model (Zeithaml Parasuaman Berry 1988) Gap 1: Customers expectations versus management perceptions It is the knowledge gap which portrays the difference between the management beliefs about customers, expectations and what customers actually need and expect. This gap happens when there is insufficient flow of communication upwards, lack of marketing research orientation and too many level of management. Gap 2: Management perceptions versus service specifications It is a policy gap where a difference occurs between management perceptions regarding customers expectations and service specifications are set for service delivery. The reasons for this gap are unfeasibility, inadequate commitment to service quality and task standardization as well as an absence of goal setting. Gap 3: Service specifications versus service delivery It is the difference between the service specifications and the service delivery teams actual performance on these specifications. The gap is a result of poor employee-job fit, lack of perceived control and lack of teamwork. Gap 4: Service delivery versus external communication The communication gap is the difference between what the company communicates and what is actually delivers to the customer. It is due to inadequate horizontal communications and propensity to over- promise. Gap 5: The discrepancy between customer expectations and their perceptions of the service delivered It is the difference between what has actually delivered and what customers feel they have received. Customer expectations are influenced by the extent of personal needs, past service experiences and word of mouth recommendation. The difference occurs when customers are influenced and service provider has shortfalls. Gap 6: The discrepancy between customer expectations and employees perceptions The service quality gap is what the customers expect to receive and their perception of the service that is actually delivered. There is a difference in the understanding of customer expectations by front-line service provider. Gap 7: The discrepancy between employees perceptions and management perceptions This gap is mainly an internal difference in the organization such as differences in understanding of customer expectations between management and employees. 2.3 Customer Satisfaction Customer satisfaction is the heart of marketing. Customer satisfaction is the customers evaluation of the service or product against if their needs and expectations are meant. Richard L. Oliver (1997, P.13) define customer satisfaction as Satisfaction is the consumers fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provides a pleasurable level of consumption-related fulfillment. Satisfaction is influenced by customers emotional responses, their attributions and their perceptions of equity. As Kotler (2000, p.36) defined that satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectation. Johnston and Clark (2005) defined Service as the combination of outcomes and experience delivered to and receives by a customer. Customers therefore judge the quality of the service on the experience as well as the outcome. 2.5 Customer Retention Lovelock (2004) illustrates importance of customer retention The hardest part of a business is customer retention. If a company does not retain its customers, inevitably it will fail. Marketing essentially means keeping customer loyalty. When an organization is able to retain a customer in a good way, the customers will be loyal with the firm for lifetime. Laura Lake (2010) defined Customer retention is not only a cost effective and profitable strategy, but in todays business world its necessary. This is especially true when you remember that 80% of your sales come from 20% of your customer and clients.. Hill and Alexander (2006) defined It is becoming accepted that there is a strong link between customer satisfaction, customer retention and profitability. After providing all service to customer, means that the organization understands customer expectation well, according to the customer expectation, organization provide all service and customer is loyal to the organization. It makes profit for the organization and organization has to retain by providing continues good services, more better customer satisfaction and that will be profitability for the organization. So, organization has to make strong relation with customers. 2.6 Customers expectations and perceptions 2.6.1 Customers expectations Consumers expect to be delivered quality products and services; therefore expectations play an important role in the customer satisfaction formation. The term expectations really matters to companies because they want to know what customers expectations are. According to Oliver (1981) à ¢Ã¢â€š ¬Ã‚ ¦ expectations are consumer-defined probabilities of the occurrence of positive and negative events if the consumer engages in some behavior. Customers form their expectations from their past experience, friends advice, and marketers and competitors information and promises. Organizations in order to keep expectations from rising, they have to perform services properly from the first time (Parasuraman et al. 1988). Thus, customer expectations for the service are likely to rise when the service is not performed as promised. Expectations serve as reference points in customers assessment of performance (Cronin Taylor, 1992). The purpose of trying to understand customers expectations is to try to ensure that service can be designed and delivered in order to meet those expectations. If the operation meets the expectations, or indeed exceeds them, then customers are satisfied with the service. If they are satisfied they are more likely to become valuable customers who not only use the service again, but are positively disposed towards it and may even recommend it to other Johnston and Clark (2005). Therefore, the perceived service quality is viewed as the difference between consumers perceptions and expectations for the service provided. 2.6.2 Customers perceptions Mc Kenna (2000) is of opinion that perception is a vital process in a persons life where he or she has to manage and interpret a situation or an event to define a particular respond. Service firms must understand the concept of service quality from the point of view of the customer, not from the view point of the service firm or service provider. Besides, customer perceives services in the response to quality pertaining to the service and the extent to which they are satisfied with the overall service with their experiences (Zeithaml and Bitner 2003). The customer satisfaction is determined by the customers perceptions and expectations of the service quality. Customer perceives services in terms of the quality of the service and how satisfied they are overall with their experience. The customers perception varies from customer to customer and each one has different beliefs towards the services that play a crucial role in determining customer satisfaction. Therefore, customer percepti on and customer satisfaction are very closely linked together, because if the perceived service is close to customers expectations it leads to satisfaction. Satisfied customers provide recommendations; maintain loyalty towards the company and customers in turn are more likely to pay price premiums (Reichheld, 1996). As such, perceived service quality is a key component of customer satisfaction. 2.7 Relationship between service quality and customer satisfaction A great emphasis need to be heightened on service quality and customer satisfaction. Sureshchandar et al, (2003) identified that strong relationships exist between service quality and customer satisfaction while emphasizing that these two are conceptually distinct constructs from the customers point of view. Spreng and Mackoy (1996) also showed that service quality leads to customer satisfaction while working on the model developed by Oliver (1997). Customer satisfaction and the quality of food have long been acknowledged as a essential function for success and endurance in competitive marketplace that have been connected to consumer behavioral intentions as purchase and loyalty intention, their willingness to widen positive word of mouth, recommendation, and complaint intention (Olsen, 2002). Customers perceived service quality has a positive effect on customer satisfaction. 2.8 Relationship between service quality and customer retention Service Quality is viewed as a vital means for customer retention. Service quality is regarded as one of key factors for service differentiation and competitive advantage for a business. It has been argued that service excellence enhances customers inclination to buy again, to buy more, to buy other services, to become less price sensitive, and to tell others about their positive experiences (Anderson and Fornell, 1994; Anderson et al., 1994; Rust et al., 1995; Zeithaml et al., 1996; Bolton et al., 2000). A study by Zeithaml et al. (1996), determines that service quality influences different intentions, such as giving recommendations, doing more business, and willingness to pay more. When customers perceive that they are receiving better quality service for their money, they believe they are receiving good value, which increases their loyalty to the service provider (Bolton et al., 2000). 3.0 Comparison between authors Many researchers and writers have their own opinion regarding service quality, customer satisfaction and customer retention. These opinions will definitely shed light and need to determine which is more applicable in this research work. Service quality has many definitions but the most common is the match of customers expectation and their experience. Asubonteng et als definition is more relevant to this study as it describe as the extent to which a service meets customers, need and expectation. The SERVQUAL model is valued as an all purpose measurement and Parasuraman et als definition has used in this study. Some authors define the service quality gaps model similarly as a mean to measure customers expectation and customers perception. The SERVQUAL dimensions in this study have mostly used the definition of Zeithaml et al which are Reliability- to perform dependably and accurately, Assurance- knowledge, courtesy, trust and confidence, Tangibility- the physical evidence of the servi ce, Empathy- caring individualized service to customer, Responsiveness- the willingness to help. Oliver, Kotler, Johnston and Clark illustrate customer satisfaction as a positive response of the consumers expectation. Customer retention becomes a necessity for the success of a business. Oliver, Johnston and Clark agreed with the fact that customers expectation should be understand in order to design better service and meet their expectation. Then, the customer will be satisfied and Parasuraman et al. explained that in order to increase the level of expectation, the task must be done properly at the first time itself. Regarding customers perception, Mc Kenna, Zeithaml and Bitner share the same opinion that it the way of customer to interpret their experience and if they are satisfied. 4.0 Application of the theory at KFC Internationally, a service quality assurance team conducts regular surveys in every KFC restaurant in every country. The evaluation is mainly attributed by the aspects of CHAMPS including cleanliness, hospitality, accuracy, maintenance, product quality standard and speed of service. This is to evaluate the customers experience whether they are satisfied or not with the products and services. In Mauritius, KFC has already executed the theory of service quality and conduct survey regarding the services locally. A Hazard Analysis Critical Control Point (HACCP) program is implemented in order to identify, evaluate and control any physical and environmental hazards in the work place. KFC restaurants in Mauritius are constantly checked through internal audits and checks by the parent company with the aspects of CHAMPS. KFC has its own training center recognized by the franchisor for their staffs and also have achieved National Quality Award. The most significant policy of KFC is evaluating the customers experience with KFC restaurants, whether they are satisfied or not with the products and services, and they can also put their comments and suggestions for further improvements of the products and services of KFC. Today for Mauritians, KFC restaurants has become the preferred eating spots, living and amusement spots for the families and young people especially. 5.0 Conclusion The literature review shows some general agreement by writers that the concept of service quality is an antecedent of customer satisfaction and retention. High service quality will obviously lead to high levels of customer satisfaction and result in customer retention. Finally, the SERVQUAL Model was established as a widely used and reliable method of measuring service quality.

7 Ps Of Rural Marketing In India Marketing Essay

7 Ps Of Rural Marketing In India Marketing Essay Indias rural market holds high potential for increased consumer buying, as per the reports prepared by the NCAER. This paper explains the potential of the rural market and the issues of concern with regard to rural marketing. Rural markets are becoming important for reasons of economic growth in these areas and increasing interfirm rivalry in urban market. The rural buyer is less educated, price sensitive, more traditional and is keen viewer of T.V and video programmes. Products for rural markets have to be simpler, easy to use, visually identifiable, affordable, communicated in an interesting style and available at the customers door step. Rural consumer behaviour is a very complex phenomenon, which needs more efforts to understand, explain predict. In order to get a clear understanding of the same, every marketer should realize that consumer behaviour is, in fact, an assumption every marketing manager must make, if he plans to hit the rural market. The marketing program consists of numerous decisions on the mix of marketing tools to use. These tools consist of 4Ps of marketing i.e. product, price, place and promotion. The marketing mix is considered as the sole vehicle for creating and delivering customer value. 7 Ps of Rural Marketing in India ABSTRACT Indias rural market holds high potential for increased consumer buying, as per the reports prepared by the NCAER. This paper explains the potential of the rural market and the issues of concern with regard to rural marketing. Rural markets are becoming important for reasons of economic growth in these areas and increasing interfirm rivalry in urban market. The rural buyer is less educated, price sensitive, more traditional and is keen viewer of T.V and video programmes. Products for rural markets have to be simpler, easy to use, visually identifiable, affordable, communicated in an interesting style and available at the customers door step. Rural consumer behaviour is a very complex phenomenon, which needs more efforts to understand, explain predict. In order to get a clear understanding of the same, every marketer should realize that consumer behaviour is, in fact, an assumption every marketing manager must make, if he plans to hit the rural market. The marketing program consists of numerous decisions on the mix of marketing tools to use. These tools consist of 4Ps of marketing i.e. product, price, place and promotion. The marketing mix is considered as the sole vehicle for creating and delivering customer value. Intoduction What Rural Means Typically, from an Indian census point of view, rural has been defined with a deprivation orientation, rural being a landmass without access to continuous electricity, water, the stock market. There has been a correction in this view, however. Marketers today define rural as people living a different lifestyle as opposed to that of those who have settled in the bigger cities and towns. Rural is defined as pastoral in nature and as a mass of people who relate their income closely to the lands they till or use to raise their cattle and livestock. The Census of India defines urban India, says Gupta of TSMG. Urban India constitutes places with a population of more than 5,000, a population density above 400 per square kilometer, all statutory towns, that is, all places with a municipal corporation, municipal board, cantonment board, notified area council, etc. and with 75% of the male working population engaged in non-agricultural employment. All non-urban is rural. In simple words, we can say that rural India is a less developed countryside where the infrastructure is primitive, houses are of mud or brick but rarely painted well, the primary source of livelihood is agriculture, employment opportunities in the organized sector are negligible, eating choices are restricted to home-cooked, simple food, schools are far away, health facilities are rudimentary. Marketing Mix It refers to a set of actions, tactics, tools or variables that a company uses to promote and sells its brand and product in the markets. The 4Ps of marketing mix are: Product: refers to anything that is capable of or can be offered to satisfy need or want? Price: refers to the amount customers have to pay in order to acquire a product or services. 3 Cs of pricing Customer Values Competitor Prices Cost of Company Place: refers to point of sale Promotion: This refers to all the activities undertaken to make the product or services known to and preferred among the consumers. The Rural Market Environment in India The marketing man is a decider and an artist- a mixer of ingredients, who sometimes follow a recipe, developed by others and sometimes prepares his own recipe. And, sometimes he adapts his recipe to the ingredients that are readily available and sometimes invents some new ingredients, or experiments with ingredients as no one else have tired before. This paper is emphasized on understanding the marketing environment as it is the success key to effective marketing management for rural marketing. The rural market environment needs a separate examination as it varies significantly from that of the urban market. The rural customer shows distinctive characteristics which makes him/her different from urban buyers. 1. The Rural Consumer: Size of Rural Consumer Group: We all know that the heart of India lives in its villages and the Indian rural market with its vast size and demand base offers great opportunities to marketers. 12.2% of the world lives in Rural India and to successfully tap this growing market is every marketers dream. Characteristics of Rural Consumer Group Location pattern:-Though the aggregate size is very large, individual subsets of this market tend to be rather small and disparate. Geographical, demographical, statistical, logistical differences are very apparent. Each of these market segments differs and requires different strategies to be formed. The face of Indian agriculture is changing from dry land and irrigated agriculture into high-tech and low-tech agriculture. Farmers in states like Maharashtra and Andhra Pradesh have reaped the benefits of adopting new age farming practices. This has radically changed the economics of farming, with the investment in these systems lowering the cost of cultivation, increasing yields due to integrated crop management practices and reducing the dependence on rainfall. As a result, disposable income has grown sharply. The aspirants are becoming climbers showing a sustained economic upturn as purchasing power is increasing in the rural markets. Further, due to the diversity of this market, mar keters need to think, plan and act locally. It is therefore essential to develop an accurate Marketing Mix for selling to rural India. Socio-economic position: The sudden lure of rural India can be attributed to the socio-economic changes sweeping rural areas today. Increased productivity meant more income in the hands of the farmer who now wanted to buy the same products as his/her urban counterpart did.The process of income generation creating hope for better standards of living was also accelerated by companies and banks adopting villages for an integrated rural development. So, while fertilizers companies interest in adopting villages lay in increasing consumption of their products, companies like TISCO, TELCO ITG made it a part of their social commitment. The Integrated Rural Development Programme encompasses education, health, modern farming practices, land development co-operative marketing of produce. Culturally a Diverse and Heterogenous Market:-The rural market is not only a scattered market, but is also diverse heterogenous. Rural consumers are diverse in terms of religious, social, cultural linguistic factors. Various tiers are present, depending on the incomes like those of Big Landlords, Trades, Small Farmers, Marginal Farmers, Laborers Artisans. State to State Variation in Extent of Development:-There is also great deal of difference between different states in extent of development. The study provided by IMRB shows that each sate have different various parameters such as availability of health education facilities, availability of public transport ,electricity, TV transmission, post offices and water supply so on. Literacy Level:-It has been estimated that rural India has a literacy rate of 28% compared with 55% for the whole country. The picture has been changing over the years. For e.g. a decade ago, the literacy rate in rural India was only 20%. The adult literacy programmes launched in the rural areas are bound to enhance the rural literacy rate in the years to come. Lifestyle:-The rural consumers are marked by a conservative and traditional bound lifestyle. But the fact is that the lifestyle is undergoing a significant change. The change can be attributed to several factors such as: Growth of income change in income distribution Growth in education Enlarged media reach Growing interaction with urban communities Marketers efforts to reach out the rural market. Buying Behaviour Undergoes Major Change In recent years, some convergence in aspirations seems to be taking place between the urban and rural markets. The trend seems to be stronger among the younger generations. It is been found that aspirations of youth are same in both urban rural market, the only difference is that rural youth are still not in a position to follow their aspirations as that of urban youth. No stereotype Rural Consumer: The low purchasing power/ low per capita income low literacy level are the common traits of rural consumers. Rural consumers are traditional-bound, with religion, culture tradition strongly influencing their consumption habits. But still, the rural consumers do not share a common buying behavior. There are consumers who can afford high-priced brands and are also willing to buy. There is thus great scope and need for segmenting the rural market on the basis of buying behavior. 2. The Rural Demands Steady Growth: The recent NCAER publication The Great Indian Middle Class further reveals that the Indian middle class consisted on 10.7 million households or 57 million individuals of which 36 per cent lived in rural areas. No wonder, the rural markets have been a vital source of growth for most companies. For a number of FMCG companies in the country, more than half their annual sales come from the rural market. Although with the substantial improvement in purchasing power, increasing brand consciousness, changing consumption pattern and rapid spread of communication network rural india offers a plethora of opportunities for marketer. Composition of Rural Demand:- Many new products have entered the consumption basket of the rural consumer, they have started buying and using a number of modern products, which were unknown in the rural market. There are several products which have already well established in the rural market such as packaged tea, bath soaps, washing soaps, detergents, safety razor blades, scooters, motorcycles etc. On the other side there are many products, the rural market has overtaken the urban as the demand of motorcycles is also more in the rural market than the urban market. Rural Marketing Mix Product: Product for the rural market must be built or modified to suit the lifestyle needs of the rural customers. The rural market is not a homogenous set of customers with preferences frozen in time. The company should keep in mind that before developing the products for rural market, marketers must identify the typical rural specific needs. Urban products cannot be dumped onto rural markets without modifications. For instance, shampoos or soaps with distinctive, strong rose or jasmine perfumes are very popular with the rural women in South India. The urban women do not identify as strongly with these perfumes. Sachetization is also a distinctly rural-driven phenomenon. As demand in several categories is being created, intensity of use is quite low. On average, rural folk would use a shampoo only once a week. Habits take time to change and making unit sachet packs affordable is the key to inducing trial and purchase. Systematic, in-depth research that can help understand the depths of the mind of the villagers, their buying criteria, purchase patterns and purchasing power are an essential input while developing rural specific products or services. In the rural market product developers should aim at eliminating all the cost-adding features, i.e., features which a rural consumer is unwilling to pay for as he sees no obvious utility. This would redefine value in the minds of the consumer and tremendously increase product acceptability. The product strategies to be followed in rural market: Newly/ Modified product Utility Oriented product Avoiding sophisticated packaging Application of Value Engineering Small unit packaging Example: Induce rural customers to buy and try the new product i.e trial by low unit packs, Sachets(HLL),Cavin Care -Chik, PG-Vicks Vaporub, Godrej with 6ml sachet , One Rasna sachet can make six glasses Social Cultural variations Combi- Packs Colgate offers toothbrush with small toothpaste Family Packs-Britannia , Priyagold Price: The villagers due to their price sensitivity are very cost sensitive.This does not mean that a rural consumer is a miser. He is not simply looking for the cheapest product rather he understands and demands value for money in every purchase that he makes. Pricing therefore is a direct function of factors including cost-benefit advantage and opportunity cost. Pricing offered to consumers should be for value offerings that are affordable. The consumer is looking for tangible price advantages today. It is believed that rural consumers believe in smart buying. A study revealed that the average rural consumer takes approximately 2 years to decide on buying a watch! He will not do so unless he is totally convinced that he is getting value for money. Impulse buys and purchases are very rare when considering the value for money factor that reigns supreme in most rural purchase decisions. It must be remembered that the rural consumer does not have a budget problem. He has a cash flow problem. This is because the village folk receive funds only twice a year. At these times, he is capable of making high volume purchases. So, when there is a cash flow crunch, marketers need to provide financial products, schemes or solutions that suit the needs of the rural population. The Pricing Strategies to be followed in rural market Large volume- low emerging Overall efficiencies and passing on benefits to the consumers Low cost/value for money products Low volume-low price Example: Low cost products i.e Clinic-plus in 50 paisa, one rupee, two rupee pack, Colgate at Rs. 50 /- HLL derives 50% of its revenue from rural areas, sells Lux shampoo in a four milliliter sachet priced at 50 Paisa and six-milliliter sachet priced at one rupee Place: A village as a pace of promotion, distribution and consumption is very different from town and city. The most crucial link in ensuring the success of rural marketing efforts is distribution. In Rural India, the selection and use of distribution channels is a nightmare. As in Rural Indias 3 million outlets are located in 6.3 lakh villages. Thus, marketers are faced with the problem of feeding 3 million shops located in vastly diverse areas each of which records an average sale of only Rs.5,000 per outlet. Further problem is that even this sale is mostly on credit. The diversity in the distribution of shops is the self-limiting factor in terms of servicing the rural distribution network. Rural distribution has a rigid hierarchy of markets that make channel decisions relatively structured. It is essential for rural marketing companies to understand this hierarchy. Rural folk are habituated to traveling once a week for their weekly purchases to a satellite town. For durables where the outlay involved is typically large, the purchase would be made in an assembly market for reasons of choice and availability of adequate cash flow. It is therefore not necessary for a marketer of TV sets to take their distribution channel all the way down to the village shop. A TV will not be sold there as the cash flow does not exist at that point in the hierarchy of markets. A television distributor must be present at assembly markets which are much smaller in number, more controllable, easier to reach and service. Keeping the hierarchy in mind will help decide the optimum level of penetration required to reach a critical mass of rural consumers. Haats are the nerve centre of Rural India. They are a readymade distribution network embedded in the fabric of rural society for over 1000 years. Right from the time of Chandragupta Maurya, Haats are seen as a place for social, cultural and economic interchange.One in every five villages with a population of over 2000 has a haat. A lot of re-distribution also occurs through haats. This is because, a large number of retailers and sub-wholesalers buy from haats for their village stores. What is most attractive to marketers is that 90% + of sales in haats are on cash basis. Traditionally, in village shops a lot of credit sales occur due to the fact that in a small geographic area of a village, everybody knows everybody. Apart from the 90% cash sale, 5 to 7% is conducted on barter system and the rest 3 to 5% is on credit. Also attractive to companies wishing to use the system is the low selling overheads. Participation fees at haats are a flat Re.1 to Rs.5 per stall and this rate is comm on to a giant like Hindustan Lever and the smallest local seller. Distribution costs must be reduced through optimum utilization of the network. Thus, incorporating haats in the distribution strategy of a rural marketing organization selling consumer goods and FMCG products (typically once a week purchase items) is a tremendous opportunity. Perhaps the other most important factor to consider while developing rural distribution strategy is that the move from transactional marketing to relationship marketing is most evident in the village market. A strong bond needs to be created with every consumer even in the remotest villages and smallest town. The distribution strategies to be followed in rural market: Segmentation Covering of villages having population above 2,000 Distribution to feeder market or mandi town Direct contact with rural retail. Example: Samsung van displays all the products, the company has tied up with local distributors to showcase the Samsung range in local melas. Promotion: Promotion aspects always create a challenge in rural areas as they have a very thin population density but are spreaded in the large remote area. There are a lot of barriers that militate against homogenous media and message delivery. The rural consumer likes to touch and feel a product before making a choice. Demonstrations are undoubtedly the most effective promotional tool that shapes purchase decisions of the rural population. In todays information era, it is very important for companies to wise-up on emerging technologies. It has in fact become a medium to attract larger audiences for a product demonstration. Technology must be used to prepare a database of customers and their requirements. The use of video using mobile vans and even large screen video walls at events should be arranged. Several visual communication and non-verbal communication are used by the companies to reach the rural audience as large proportion of the rural population cannot read or write. More importantly, in rural India, the word of mouth is the key influencer. Intermediaries are the foundation to rural distribution. If the intermediary understand s and is constantly reminded about your product, then the end user will not be allowed to forget. The re-use capacity and colour of the container in which the product is packed is also a crucial factor. Infact, reusable packaging is considered a major aid in promoting sales for products in the rural market. Consumer and Trade schemes such as discount coupons, off season discounts, free samples, etc. encourage spending. Lucky draws and gift schemes are a major hit in most states. The use of local idioms and colloquial expressions are an excellent way to strike a rapport with the rural consumer and must be borne in mind when developing media plans and public relations programmes. The rural consumer is very down to earth but equally discerning and marketers need to step into the shoes of the rural folk while creating product promotion campaigns. Another unique feature of rural markets is that the Decision making process is collective. The persons involved in the purchase process influ encer, decider, buyer, one who pays can all be different. So marketers must address brand messages in their campaigns at several levels. Apart from regular household goods, several agribusiness companies have also started providing gift schemes with offers for free jewellery that influences the ladies to pressure the farmers to purchase agricultural inputs from select companies. This promotion strategy thus makes women influence purchase decisions that they would ordinarily not be involved in. Youth power is becoming increasingly evident in villages. Rural youth bring brand knowledge to the households. This has forced several companies to change the focus and positioning of their products and services towards this segment that is growing in absolute number and relative influence. The promotional strategies to be followed for promotion in rural market TV Radio Print media Cinema Hoarding Example: 1. Films on products like Vicks, Lifebuoy, Colgate and Shampoos are shown in rural cinemas halls. 2. LIC and Private insurance companies have been showing short movies in rural theatres to create awareness about life insurance People:-An essential ingredient to any service provision is the use of appropriate staff and people. Consumers make judgments and deliver perceptions of the service based on the employees they interact with, therefore it is necessary for the companies to provide proper training to their staff. Staff should have the appropriate interpersonal skills, aptititude, and service knowledge to provide the service that consumers are paying for. Process:- It refers to the systems used to assist the organisation in delivering the service. Banks that send out Credit Cards automatically when their customers old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company. Physical Evidence:- Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organisation. If you walk into a restaurant your expectations are of a clean, friendly environment. Physical evidence is an essential ingredient of the service mix, consumers will make perceptions based on their sight of the service provision which will have an impact on the organisations perceptual plan of the service. Cases of Rural marketing mix in India 1.Coca Cola When Coca -Cola re-entered the Indian Market in the mid-1990s , it took the high road to marketing and got nowhere. More recently it re-invented itself and its TV commercial showed Bollywood star Amir Khan first as a Punjabi Farmer and also in other rustic roles in different parts of India .Coca -Cola available at Rs. 5 a bottle Result was within months Coke was able to reach out to rural audiences in large numbers all over India . 2.Arvind Mills When Arvind Mills discovered even the cheapest brand could not make dent in the rural markets .It introduced ready-to-stitch RufTuf Jeans with price as low as 195 a Piece The Jeans were distributed using local retail outlets in villages with population up to 5,000 .Tailors were trained and given Machine accessories needed to stitch heavy denim In about year and a half Arvind sold 50 Lakh Rug Tuf kits because it had beaten the lowest-priced organized sector jeans around Rs. 300 at that time Conclusion Today, the rural market is blooming with the increase in the disposable incomes of the households. By nature, rural marketing is complex and studying the perception of rural consumers is always a difficult task unlike that of urban consumers. An effective communication not only provides information about products, but also educates the consumers regarding the use of products. Therfore, it is necessary that rural consumers have to be thoroughly studied so as to have better knowledge of rural marketing and work out appropriate marketing strategies. The essence of modern marketing concept is to satisfy the customer, and naturally all the marketing activities should revolve around the customers and their buying behaviour. The consumers need to be guided in the proper direction in order to make a decision. Theres a necessity to raise the emotional involvement of consumers in order to prevent brand defection. The marketers must recognize that rural marketing is primarily developmental marketing must be willing to take an approach of market seeding in the initial stages. It is often said that markets are made, not found. This is particularly true of the rural market of India. It is a market meant for the truly creative marketer.

Abraham Lincoln Essay -- essays research papers fc

Abraham Lincoln Abraham Lincoln was born on Sunday, February 12, 1809. His parents were Tom and Nancy Hanks Lincoln. When he was seven, he and his family moved to southern Indiana. His mother had died recently of a disease and his father eventually remarried. While growing up, his nature was that of someone who wanted to learn and read rather than help with the farm. Even at an early age he showed signs of being an intelligent person with insight into the world around him. Later on, he moved to New Salem, Illinois, where he lived until he was about 28 years old. He worked several odd jobs during his time here and even earned the famous nickname â€Å"Honest Abe† during his stay. Eventually he made a run for the Illinois legislature and lost the first time he tried. However, he won the next four times after that first one. At first, Lincoln was a member of the Whig party, but later changed to Republican. Another endeavor during his time there included studying in his spare time and he eventual ly became a certified lawyer. In Springfield, Illinois, he met his future wife, Mary Todd. They became fast friends and about three years later, they wed. During the next eleven years, they had four children, all boys. Sadly, all but one died before the age of 18. Lincoln himself had to go through the misery of burying two of them. He became a very successful attorney and grew to be very wealthy. It was in the year of 1846 that Lincoln decided to continue his political career and decided to run for the United States House of Representatives. To no one’s surprise, he won. He was widely known for his advocacy against slavery. Lincoln felt that slavery was a great evil within a great nation. â€Å"For him, slavery and freedom were incompatible; for one to live, the other must die.† (History Book, 512). He also strongly opposed The Mexican War. After his term was over, he decided to go home and continue with his law practice. In 1850, he decided to join the Republican Party and ran against Stephen A. Do uglas for his spot in the Senate. In 1858, at one of his speeches in Illinois, he made a quite informative speech about his and the Republican party’s point of view on slavery. â€Å"We have in this nation the element of domestic slavery. The Republican Party thinks it wrong - we think it is a moral, a social, and a political wrong. We think it is wrong not confining itself merely to the... ...omb at Oak Ridge cemetery. To this day, people remember him not only as a one of the greatest presidents ever, but also as a great human being. His dedication and courage throughout the war helped make The United States whole again and made sure that something like this would hopefully never happen again. His face is seen every day on a five dollar bill, on a penny and even on Mount Rushmore. He did something not very men have ever done. He brought an entire nation together again and guided it through the most devastating experience that this nation has faced. Works Cited Books - Mason, Lorna C, William Jay Jacobs, and Robert P Ludlum. The History of the United States. Boston: Houghton Mifflin Company, 1992. Donald, David H. LINCOLN. New York, New York: Touchstone Company, 1996 Guelzo, Allen C. Abraham Lincoln. Boston: Eerdmans Publishing Company, 1999 Internet –   Ã‚  Ã‚  Ã‚  Ã‚  http://www.freerepublic.com/forum/a3a8334a50e83.htm, Why was Lincoln Shot?, Unknown, 05-16-01 http://home.att.net/~rjnorton/Lincoln75.html, Assassination of Abraham Lincoln, Unknown, 12-1-03 http://www.britannica.com/eb/article?eu=114491&tocid=0, Abraham Lincoln, Brità ¡nica.

Equality of Access or Opportunity: The Role of Womens Colleges in the 21st Century :: Free Essays Online

Equality of Access or Opportunity: The Role of Women's Colleges in the 21st Century 1. In 2001, almost fifteen million students attended postsecondary institutions in the United States and more than half of these students were women. Of these female students, ninety-eight percent of them attended coeducational institutions, but only two percent of them attended women's colleges (Langdon 2). While this data statistically documents American society's strong belief in the value of coeducation, it also highlights the recent decline in the popularity of women's colleges. As American society has come to believe that the problem of inequality in the education of men and women is no longer pertinent due to the fact that women are now afforded access to higher education, the country has discredited the validity of women's single-sex education. However, the surviving women's colleges are challenging this access-based definition of equality by renewing their mission statements and strengthening their educational goals. By refusing to equate equality of access with equality of opportunity and therefore recognizing the gender inequalities present in the educational system, women's colleges currently serve as the best way to prepare female students for active participation in the public sphere. 2. In order to understand the recent trend towards coeducation, the evolution of the women's college as a response to the lack of access to higher education must first be explored in depth. The women-only institutions that preceded the women's college and were highly popular from the 1820s on were known as "academies" or "seminaries" (Harwarth 1). While they did teach core academic subjects to their pupils, seminaries were seen by many progressive educationalists as an inadequate way to deal with the lack of quality education for females. Such seminaries lacked the governance of a board of trustees that provides educational institutions with permanence, credibility, and direction through the form of a mission statement and economic support in the form of an endowment. Because validity was seen as an essential step towards guaranteeing women a level educational playing- field, women's colleges followed the organizational mold cast by men's colleges, including forming board of trustee s, actions that institutionalized and therefore made important the goal of equal education for women. It was this tenet of equality upon which women's colleges were founded, specifically at this time period the equality of access to higher education. The will of Sophia Smith, founder of Smith College in 1875, stated that that it is "with the design to furnish my sex means and facilities for education equal to those which are afforded now in our Colleges for young men" (Harwarth 4).

Explain Bentham’s Utilitarianism: (30 Marks)

Explain Bentham’s Utilitarianism: (30 Marks) A man called Jeremy Bentham had a theory called the ‘Utilitarianism theory’. He was born in London at the time of the great scientific and social change and wrote ‘The Principles of Morals and Legislation’ in 1789. Bentham had the theory that all humans seek pleasure and avoid pain at all costs. Utilitarianism has been described as an act or a rule rather than a theory. We break this down into three parts: -Motivation: Bentham was a hedonists (‘Hedone’ is Greek for ‘pleasure’).Bentham suggests that humans are motivated by pleasure and seek to avoid pain in every circumstance. Bentham quoted ‘Nature has placed mankind under the governance of two sovereign masters, pain and pleasure. It is for them alone to point out what we ought to do, as well as to determine what we shall do. ’ Basically he is trying to say that humans pursue pleasure and fight to avoid pain, and beli eved that this was a ‘moral fact’, also that pleasure was the ‘sole good’ and pain was the ‘sole evil’, meaning humans naturally seek and avoid it.For example smoking, people know that it will harm them and damage their health but they smoke for the pleasure, giving up would be very difficult and would therefore cause pain that they’re trying to avoid. There are also very different examples from different peoples viewpoints such as.. * People who are motivated by pleasure: A person lives their life to go to Heaven. This means that the thought of going to Heaven (pleasure) motivates them to be a good person. * People who are motivated by pain: A person lives their life to stay away from Hell.This means that the thought of going to Hell (pain) motivates them to be a good person. -Principle of utility: utility means ‘usefulness’, this is Bentham’s moral rule. Once Bentham had identified pleasure and pain (moral) he conti nued on to the ‘utility principle’. This is where every action is judged by the rightness and wrongness by its utility (usefulness) to produce pleasure. Bentham said that pleasure is the cause of happiness, so it can be used interchangeably in the utility principle, so an action that causes or roduces the most happiness is the most moral. Everything is based on the end result, if the duration causes pain but it means it will end in pleasure, the utility principle is applied. Bentham devised a theory about ‘The Greatest Happiness For The Greatest Number’.This is explained best when split into two parts; * ‘The Greatest Good’- Good is the maximisation of pleasure so if an action is right it will produce the greatest good for the greatest number. The more pleasure that an action produces the better it will be. ‘Greatest number’- The ‘Democratic Theory’ is put in place, this is Bentham’s rule that pleasure canâ€⠄¢t be for one person alone. The maximum happiness for the most people should always been chosen when set with a range of choices in a moral decision. An example of ‘The Principle of Utility’ using the ‘Greatest happiness for the greatest number’ theory would be the assignation of Hitler, yes a person’s life would be taken and murder will be committed, but the death of one person would save many others people’s lives and cause happiness for the greatest number. Hedonic Calculus: was Jeremy Bentham’s system to measure how good/bad a consequence is. So if we was to calculate the greatest happiness for the greatest number, we must determine the quantity of happiness that will be produced from this action.The way that thus us evaluated is by applying these seven values: 1. Intensity- How intense it is (strong). 2. Duration- How long it lasts. 3. Certainty/ uncertainty- How sure it will happen. 4. Remoteness- How near it is to happening. 5. Richness- Like hood of repetition, how much pleasure it will lead to. . Purity- How free from pain is it? 7. Extent- How far reaching will be the consequences. The Hedonic Calculus system is a Quantitative assessment of situations, it is therefore concerned with the quantity of pleasure (it produces the highest amount of pleasure) for the greatest amount of people. An example and the set out to figure out a moral dilemma would be a question like: ‘Should I abort my disabled child? ’-then to figure out if it would be more pleasurable or painful it would be set like so: | Pleasure| Pain| . Intensity| 3/10| 7/10| 2. Duration| 7/10| 4/10| 3. Certainty | 9/10| 8/10| 4. Extent| 7/10| 6/10| 5. Remoteness| 8/10| 6/10| 6. Richness| 8/10| 5/10| 7. Purity| 2/10| 7/10| Total result:| 44/70| 43/70| So in conclusion- According to the hedonic calculus, the women would go and get an abortion because it would be the greatest good for the greatest number. So that is Bentham’s Util itarianism Theory all explained through three parts, the Motivation of pain and pleasure, the Principle of Utility and the Hedonistic Calculus.

Remedies for Lazy Bones How to Get the Laziness Out of Your Students Essay

Teaching as a rewarding career can be frustrating sometimes when you have difficulty in motivating the students. This is even harder to those lazy students. Mentors are the ones responsible in treating these lazy bones among them. They should stay with these students regardless of the difficulty of your effort. First, teachers should be open-minded. They should consider that students don’t have only one subject – that is your subject- and they have to think about their other subjects. They may have six or more subjects to think about and their teachers maybe also give them a task to accomplish. Teachers should understand that. Teachers may think that the task is easy, but you need not to forget that they also have other subjects, which might require more difficult tasks. Second, teachers should be good motivators, considering that students have different interests. Even the lazy students have motivations, and teachers should discover them. As much as teachers reward good students, they should also reward lazy students if they ever participate in class activities. These rewards should not necessarily be gifts or material. Just a praising word like â€Å"good job† is enough. When students feel an experience of inner accomplishment and satisfaction, he is more likely to become motivated. Third, they should give the students choices. They need to feel like they have some power and control over their educational experience. Let them work. Act as facilitator. Create opportunities where lazy students can participate. Do not only teach the students but get them involved in class. Teachers should remember important points: The lazy students may not work-unless they are motivated. And, they have to give rewards for accomplishments. Otherwise, motivation may not continue.