Analysis of Bury My Heart at Wounded Knee :: Bury My Heart at Wounded Knee Essays

Bury My Heart at Wounded Knee:Â   An Analysis Dee Brown's Bury My Heart at Wounded Knee is a fully documented account of the annihilation of the American Indian in the late 1800s ending at the Battle of Wounded Knee. Brown brings to light a story of torture and atrocity not well known in American history. The fashion in which the American Indian was exterminated is best summed up in the words of Standing Bear of the Poncas, "When people want to slaughter cattle they drive them along until they get them to a corral, and then they slaughter them. So it was with us_. " Bury My Heart at Wounded Knee, a work of non-fiction, attempts to tell the story of the American West from the perspective of the indigenous population, The American Indian. That in itself makes Bury My Heart at Wounded Knee an important work of literature as it is one of the few books supporting the Indian cause. This is done through the use of council records, autobiographies, and first-hand accounts. Each of the book's nineteen chapters deals with a certain tribe, battle, or historical event. Brown goes into deep and explicit detail throughout, as evidenced by the book's nearly 500 pages. However, while some may complain Bury My Heart At Wounded Knee is boring or text-book-like, I believe the opposite is actually true. Generally, very little is known about this terrible genocide and Bury My Heart at Wounded Knee is a wonderful and interesting learning tool. Brown has written many books about the life of the American Indian, including Creek Mary's Blood and Killdeer Mountain, but Bury My Heart at Wounded Knee is clearly his greatest work. Brown made sure to include songs, quotes, and portraits sprinkled throughout the book. These are very important as they break the monotony of page after page of text. The portraits are well selected and placed, as are the quotes, and help present a wider picture of the point in history. Bury My Heart at Wounded Knee helps to open a door into our past. It forces us to look at the dark side of our American history and

Strategies for Teaching English Language Learners Essay -- Instruction

English Language Learners (ELL) require appropriate education in the English language. Reading, writing, listening, pronunciation, vocabulary, and grammar are important for an ELL student to learn. Educators should use individualized lesson plans that will cater to each student’s abilities and knowledge of the secondary language. An ELL classroom is formed with students who do not have the capability to speak or read English fluently. These students are unable to participate in a mainstream classroom without some type of help. The ELL classroom will give students more time to practice English. Comprehensible Input Comprehensible input is academic learning messages. An ELL student must participate if they want to learn the material. Krashen has five hypotheses for the acquisition of a second language. These hypotheses are: â€Å"acquisition learning, comprehensible input, monitor, affective filter, and natural order† (Krashen, 1981). Comprehensible input uses appropriate speech and clear explanation of tasks students need to accomplish during the school day. Students must be able to understand what is expected of them before they are able to complete the lesson or task. Comprehensible input will â€Å"be made meaningful when the speaker uses visual supports, nonverbal gestures, paraverbal support (whispers, sighs), graphic organizers, and realia (real objects that students can see) that focus learners on the concrete here and now† (Faltis, 2008). Visual aids are very beneficial for clarifying vocabulary terms to ELL students. On-Going, Specific, and Immediate Feedback Feedback is critical it must be given immediately to assist with the education. There are many types of feedback: direct, explicit written, individual conferences, di... ...4300068&v=2.1&u=canyonuniv&it=r&p=GVRL&sw=w&authCount=1. Krashen, S. D. (1981) Second language acquisition and second language learning. Retrieved December 29, 2011, from Web http://www.sdkrashen.com/SL_Acquisition_and_Learning/index.html. Morse, R., & Teyechea, N. (n.d.). Instructional strategies for ELL classrooms. Retrieved December 29, 2011, from Web http://www.mrmorsesclass.com/Instructional%20Strategies.pdf. McCall, J. (2005) Building Concepts and Vocabulary Before Reading. Retrieved December 29, 2011, from Web http://www.pd-network.com/lessons/frontloading_for_ell_article.pdf. Mustfa, N. (2002) Grouping in the ESL Classroom. Retrieved December 29, 2011, from Web http://www.melta.org.my/ET/2002/wp03.htm. Rothenberg, C., & Fisher, D. (2007). Teaching English Language Learners: A Differentiated Approach. Upper Saddle River, NJ: Pearson Education, Inc.

Caring for Children

For unit 8 you must put together a portfolio of research into a number of different topics as indicated by the headings below. The portfolio should include current and relevant research, information and materials from a variety of sources, refer to child development and identify, where appropriate, the relevance of current legislation.The portfolio may include documents generated through different aspects of your work such as: action plans, curriculum and routine plans, notes of activities, images, audio files, narrative accounts, media other than text, reports and presentations, leaflets, booklets, diaries and other suitable ways of showing research information and materials.Throughout the portfolio you should ensure that you address diversity and inclusive practice where appropriate for the task.You may use appropriate materials from this portfolio to contribute towards your external Research assessment task.Portfolio ContentE1 Collate evidence which describes the role of the prac titioner in caring for children (Gather and present information about the role of the practitioner when caring for children. This could include: meeting the needs and supporting the rights of children, working with their families, working in a team and with other professionals, compliance with legal requirements, care of themselves (the practitioner), training and development, attitudes/values of practitioners, inclusive practice)†¦Ã¢â‚¬ ¦.A1 Include a reflective account of the role of the practitioner in caring for children (Develop the information gathered for E1 and use your experiences to consider and show understanding of your practice in caring for children.  Use this reflection to suggest appropriate ways you could develop your role as a practitioner when working with children).E2 Collate information about how care for children may be provided within families and society (Gather and present information about the many different ways children are cared for by families an d by society. This may include: types of family care plus the range of statutory, voluntary, private and independent settings)E3 Include evidence which compares the differing roles of statutory, private, voluntary and independent settings (Provide evidence that looks at the roles of statutory, private, voluntary and independent settings that care for children – their main differences and similarities. > Statutory – provided by the state, e.g. schoolsPrivate – businesses that make a profit, e.g. private day nurseries > Voluntary – national and local organisations e.g. parent and toddler groups > Independent – e.g. pre-preparatory settings; kindergartens).E4 Include a summary of the main regulations that govern the care of children in different types of settings (State in a concise way the main regulations that regulate and control the care of children in a range of settings, eg Children Act 2004. The main points of this act that regulates care of ch ildren are†¦Ã¢â‚¬ ¦.)C1 Analyse how the main regulations can influence the provision of care. (A development of E4. Consider how the main regulations and controls you identified in E4 can influence the provision of care available for children)E5 Include TWO (2) activities which will each support and maintain a different aspect of the daily care of children (Include a description of TWO (2) suitable activities. Each activity should support and maintain a different aspect of the daily care of children)E6 Include an explanation of the key issues which enable multi-professional teams to work together (Give details of the main factors that enable teams of professionals with different expertise to work successfully together, eg It is essential to respect and value the knowledge and skills of other professionals because†¦Ã¢â‚¬ ¦.)B1 Evaluate ways to work effectively in multi-professional teams to support the care of children ( A development of E6. A detailed consideration and rea soned judgements of the issues (described in E6), to ensure support for children through successful multi- professional teams. Discussion of the effectiveness of ways could include: advantages and disadvantages of multi- professional teams, overcoming barriers to communication, consultation, and holistic approach to care of children, reflective practice†¦Ã¢â‚¬ ¦.E7 Provide evidence of current and relevant research throughout the portfolio (This criterion will be met if work is supported by appropriate references to current and relevant research).D1 Provide evidence to show how knowledge of child development can contribute to the recognition of children's care needs Supply evidence of how knowledge of child development helps the practitioner recognise individual children's care needs. This may include: reliable and valid assessments of individual children, use of developmental norms, knowledge of age/stage appropriate care, prediction of next stages, understanding differences an d valuing diversity, influences on development, the particular needs of individual children†¦Ã¢â‚¬ ¦.D2 Discuss TWO (2) strategies for improving your own learning and performance (Think about and provide detailed information about two different ways you can improve and develop your own learning and performance) .E8 Show an understanding of diversity and inclusive practice (This criterion will be met if work in the portfolio demonstrates that all children and their families should have their individual rights and needs identified and met).E9 Include references and bibliography (At least TWO (2) references must be made in the text to relevant books, articles, magazines or web sites. These are sources of information and the sources used should be listed at the end of the assignment in a bibliography. Sources of background reading can also be included in the bibliography. For more information, see CACHE – Finding the Level.

Employee Compensation and Benefits Essay

Companies today should mirror their compensation and benefit programs with their long- term business strategy and organizational culture. According to Casio (2010), â€Å"Pay systems are designed to attract, retain, and motivate employees† (p.421). The most important objective is fairness or to achieve internal, external, and individual equity; and maintain a balance in relationships between direct and indirect forms of compensation, and between the pay rates of supervisory and nonsupervisory employees. Employers must perform job analysis, develop job descriptions, evaluate the value of job/position in the organization, develop pay structure and pay levels to create competitive employee compensation and benefits (Cascio, 2010). Components of Employee Compensation and Benefits Employers must gain their workers’ trust, loyalty, and motivation to ensure organizational goals are achieved. There are three major components of the benefits package: security and health (e.g. health insurance, disability insurance, hospitalization, surgical, maternity coverage, pension plans, etc.), payments for time not worked (e.g. vacations, holidays, personal excused absences, grievances and negotiations, sabbatical leaves, etc.), and employee services (e.g. tuition aid, credit unions, auto insurance, fitness and wellness programs, moving and transfer allowances, stock-purchase plans, referral awards, flex work schedules, etc.). Factors such as the following are important strategic considerations in the design of benefits programs: the long-term plans of a business, its stage of development, its projected rate of growth or downsizing, characteristics of its workforce, legal requirements, the competitiveness of its benefits package, and its total compensation strategy (C asio, 2010). Organizational Data to Conduct Human Capital Management Functions Organizations consider human capital management as a function of the human  resources department in managing organizations’ most important asset, their employees. By creating a competitive compensation and benefits package, management puts emphasis on the economic value of their personnel. Because of today’s competitive environment, developing incentives that constantly improve employee performance, job satisfaction, and encourage motivation of every individual employed is essential to effectively achieve the organizations vision, mission, and goals. When the organizations human capital management functions and policies inspire employees to excel, as a result of the compensation, benefits, and incentives provided to them, everyone wins (Casio, 2010)! References: Cascio, W. F. (2010). Managing human resources: Productivity, quality of work life, profits (8th ed.) New York, NY: McGraw-Hill/Irwin.

Criminal Justice in America: A Critical View Essay

Criminal justice Introduction   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Criminal justice is a system of government institutions, which are tasked with upholding social control, and directed at mitigating crimes as well as sanctioning   the law breakers with criminal penalties as and rehabilitation efforts as well.   Criminal justice covers a number of areas including; law enforcement, juvenile cases, correction and crime prevention. Criminal justice cases at level 200 cover a wide range of areas including policies on sentencing and practice, theories of policing and their effects criminal justice practice. As well as familiarizing with a wide range of police powers especially those involving searching and arrest powers.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The central role of law in social processes is explored under criminal justice 200, with primary legal regimes of various types being examined and compared from different national contexts as well as across different international context. Legal and non-legal reforms, those of social ordering, are contrasted; investigating human rights law in its practice and structure. Level 200 also focuses on ‘Disability studies’. Theories on how the society interprets disability and consequences in social justice. Factors and determinants that frame disability are factored. These factors include social, political, biological, cultural and economical determinants (Sheldon et al; 455).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   On this paper, I will feature a case that will seek to examine how the judicial system decided to take a shift in the way juveniles were treated at trial in cases of criminal nature. The system saw it necessary to put into consideration the psychological factors, on growth of adolescents’ brains especially, when determining these cases as the aim of the system is more of reforming than punishing. Over the years, most states have believed the Juvenile system in the Judicial system is set up for public protection by providing a mechanism to respond to children who are getting into crime as they mature into adulthood. The children who commit these crimes are believed to be less dangerous and blameworthy hence the need to differentiate them from adults doing the same. States have been responsive to these differences and have in turn established separate court systems to cater for the juveniles. They have also provided separate youth-bas ed systems on service delivery that are different from those of adults.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Juvenile systems have grown remarkably since their first introduction. The first juvenile court was established in 1899 in the state of Illinois. At the time, the process was rather informal, consisting of conversations between the judge and the youth- with no legal representation for the youth. The system was aimed at creating a different probation system and replacing confinement of these youths in jails alongside the adults. A different approach to their incarceration was adopted which allowed for provision of guidance, education and supervision. All states later embraced the juvenile system including the then district of Columbia. In the year 1967, the ‘Re Gault’ landmark ruling by the Supreme Court determined the requirement of attorneys for youths in the system as well as provision of other constitutional rights like accused adults including confrontation of a witness before them. The Supreme Court later gave more consti tutional rights including undergoing trials requiring proof beyond reasonable doubt and against double jeopardy. However, some states give youths the right to trial y a jury through statutes and court rulings although the Supreme Court discouraged this (Bremna 342). Case ‘Miller v Alabama’   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This case was a petition presented to the Supreme Court by the petitioner, Miller, against the state of Alabama. The case was argued on 20th March 2012 and was later decided on 25th June 2012. In this petition No. 10-9646, the petitioner by the name miller, with his friend beat up Miller’s friend seriously then continued to set his trailer on fire after a long evening of heavy drug abuse and drinking. The neighbor ended up dying. Initially, Miller had been charged by the court like juvenile, but when his case was later on removed and taken to an adult court, the court charged him with arson and murder. The jury found Miller guilty as charged and the trial court sentenced him to life without parole, which was a statutorily mandated punishment. The Alabama court dealing with appeals re-affirmed the ruling, arguing that Miller’s sentence was not even as harsh in comparison to the crime he had committed and the mandatory nature o f it was permissible according to the eighth amendment, which states that one should not be imprisoned for LWP for juvenile offenders that have committed homicide. The amendment forbids cruel and unusual punishments hence guaranteeing the defendant the right of refrain from being subjected to rather harsh sanctions. Punishment for a crime should be proportionate to both the crime and the offender. The amendment recognizes the lack of mental maturity n these youths, something that could lead to impulsiveness and recklessness as well as poor decision making (Adam 10).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This petitioned was argued and judgment given jointly with a case of the same nature, petition No. 10-9647 of ‘Jackson v Hobbs’ in which Jackson was charged with murder and thereafter sentenced to a life imprisonment with no parole. Jackson, a 14year old had taken part in a robbery where, unknown to him, one of his friends had carried a short gun with which he used to murder the clerk in the store. Jackson was charged by Arkansas as an adult with the crime of capital felony of murder alongside robbery. The jury found him guilty of both charges something that led to the sentence. The court likened life without parole to a death sentence (Adam 10).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   On June 25 2012, the court gave a 5-4 ruling on the case, judging that a life imprisonment without parole was not constitutional if the accused is over the age of eighteen. The court was persistent on Graham’s foundational principle that states that the child status must be taken into account when passing such harsh judgments. Regardless of the crime committed, such severe penalties on juveniles cannot go on as if they were not children. The court also directed that sentences of life imprisonment without granting parole as such should be rare. The vulnerability of the children was taken into account as well as their high capability to change in the future and become better persons. The ruling would certainly have an after effect, especially on those whose sentencing did not take into account age and other mitigating factors (Adam 10).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This decision would see at least half of the states in America change their statutes on handling juvenile cases and sentences to life with no parole: including Alabama’s statute ‘code 13A’. Efforts to end harsh judgments and reduce solitary in confinement for juveniles were evident and efforts to close juvenile detention facilities as states started re-thinking of other ways on how to deal with juvenile offenders. Campaigns for youth reforms have been started with correctional facilities aimed at creating a view on young felons as victims of circumstances rather than felons who are irredeemable (Okonkwo 45). References Top of Form Shelden, Randall G, and William B. Brown. Criminal Justice in America: A Critical View. Boston: Allyn and Bacon, 2003. Print. Bottom of Form Daniel Okonkwo The New York Times- Applying The Miller v Alabama Ruling Retroactively Must Be Done, 2013 Adam Liptak, Ethan Bronnerthe New York Times- Justice Bar Mandatory Life Terms For Juveniles, 2012 Source document

MW corporation

Structure and execute a DCF valuation of all the MW reserves using APV. How much are the reserves worth? Is your estimate more likely to be biased high or low? What are the sources of bias? Answer: The DCF valuation of all the MW reserves using APV Indicates that the net worth of the portfolio is around $516. 30 million. The estimate Is more likely to be biased on the higher side. The data for the projections was collected by Morgan Stanley and Amoco. Thus, the probable undeveloped and possible reserves estimated may be different from the ctual reserves.Amoco can get higher valuation by projecting higher reserves. Also, Amoco and Morgan Stanley projected that the price of a oil barrel will continue to rise for the next 15 years from the current price of S 20. 4 per barrel to S 443 per barrel. This increasing value of per barrel can significantly increase the valuation of the oil fields. COSTS: The costs In the projections were estimated based on the historical costs and cash overhead savings that Amoco expected to save from the sale of MW petroleum. However, Apache had very low costs and was an efficient operator of properties.Also, since the MW fields were operated by Amoco; this would result In more potential savings to Apache. likely to biased on the higher side. The DCF valuation using APV is shown in the next page. Interest tax shields: Assumed coupon on debt 12. 32% Assumed initial debt 182. 7 Year 1 interest 22. 5 Tax rate 36% Year 1 tax shield 8. 1 Assumed cost of debt 12. 00% Growth rate -4. 06% Value of tax shield (perpetuity) 50. 4 Value of â€Å"Additional assets† 25. 0 Total value of MW 516. 3 2. How would you structure an analysis of MW as a portfolio of assets-in-place and options?Specifically, which parts of the business should be regarded as assets-in- place and which as options? The whole portfolio of MW consists of 5 parts: i. Proved developed reserves it. Proved undeveloped reserves iii. Probable reserves ‘v. Possible reserves v . Other opportunities options as capital expenditures are associated with proved undeveloped reserves, probable reserves and possible reserves, and the company can choose whether to make these expenditures basing on the then prevailing prices of oil and natural gas.

Treetop Forest Products Ltd

Marketing: In business, firm marketing generates the revenues that the financial people manage and the production people use in creating goods and services. The challenge that faces marketing is to generate those revenues by satisfying customers’ wants at a profit and in a socially responsible manner. However, marketing is not limited to business organizations.Whenever we try to persuade somebody to do something: donate to RED CROSS, not to litter the highways, save energy, vote for candidate, we are engaging in marketing; thus marketing has a broad societal meaning and it is applicable not only for profit making but also for not profit organizations. Many scholars define marketing as follows: 1. According to American Marketing Association, marketing is defined as the performance of business activities that direct the flow of goods and services from producers to consumers or users. . According to William J. Stanton, Marketing is a system of business activities designed to plan , price, promote and distribute want satisfying goods and services to present and potential customers. 3. According to Evans and Berman, Marketing is the anticipation, stimulation, facilitation, regulation and satisfaction of consumer and public’s demand for products, services, organizations, people, places, and ideas through the exchange process. 4.According to Philip Kotler, Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Generally, the definition of marketing can be grouped in to two: classical (narrow) definition and modern (broad) definition. Classical Definition: In classical terms marketing can be defined as the performance of business activities that direct the flow of goods and services from producers to consumers. This definition is too narrow to describe marketing.It emphasizes the distribution aspect of marketing. Modern Definition: In broade r terms marketing is defined as a system of business activities designed to plan, price, distribute and promote want satisfying products (goods and services) to present and potential customers. In marketing, there are combinations of activities, which start before the creation of a product and don’t end until customers are satisfied. Therefore, product planning, pricing, distribution and promotion are the main activities performed in marketing.Marketing includes anticipating demand, which requires a firm to do customer research on a regular bases so that it develops and introduces products that are desired by consumers, Management of demand which consists of stimulation, facilitation, and regulation of tasks; and satisfaction of demand which involves actual performance, safety, availability of options, after sale service and other factors. From the above discussions, we can conclude the following about marketing: a. Marketing is the business activity concerned with the flow o f goods and services from producers to consumers. . Marketing generates and facilitates exchange c. The concept of marketing lies on needs, wants, and demands of customers. d. Marketing is greater than selling. e. Marketing is an integrated activity. f. Marketing is concerned with customer satisfaction. MARKETING FUNCTIONS The following are the basic marketing functions: 1. Environmental Analysis and Marketing Research: Involves monitoring and adapting to external factors that affect success or failures, such as the economy and competition; and collecting data to resolve specific marketing issues. 2. Consumer Analysis:Involves examining and evaluating customer characteristics, needs, and purchase processes and selecting the group of consumers at which to aim marketing efforts. 3. Product Planning: ( including goods, services and ideas) Involves developing and maintaining products, product assortments, product images, brands, and packaging, and optional features; and deleting falteri ng products. 4. Distribution Planning: Involves establishing relations with distribution-channel intermediaries, physical distribution, inventory management, warehousing, transportation, the allocation of goods and services, wholesaling and retailing 5.Promotion Planning: Involves communicating with customers, the general public and others through some form of advertising, publicity, personal selling, and/or sales promotion. 6. Price Planning: Involves determining price levels and ranges, price techniques, terms of purchase, price adjustments, and the use of price as an active or passive factor. 7. Broadening the organizations' /individuals' scope: Involves deciding on the emphasis to place, as well as the approach to take, on international marketing, service/ -non-profit marketing and societal issues. 8. Marketing Management:Involves planning, implementation, and controlling the marketing program (strategy) and individual marketing functions; and appraising the risks and benefits i n decision making. According to W. J. Stanton and McKarthy, there are eight economic activities in marketing that are broadly classified into three: 1. Exchange: -Buying -Selling 2. Physical Distribution – Transportation – Storage 3. Facilitating /Auxiliary/ – Financing – Marketing research and information – Risk bearing – Product standardization 1) Exchange: It is the process by which parties provide something of value to one another to satisfy the needs of each.The seller provides a needed product Goods Services Seller Buyer Money Credit The buyer offers something in return a) Buying: It is acquisition and procurement of goods for eventual resale or for production of other goods or rendering of services. b) Selling: It is not only just to make sales but also to find buyers, stimulate them, and provide advice and service to buyers. It involves advertisement, personal selling, customer service, publicity, etc. 2) Physical Distribution: Refer s to handling and movement of goods from production area to market center.It consists of a) Storage: It provides proper handling and storage of goods until they are demanded and sold. b) Transportation: It is the shipment and movement of goods from their manufacturing place to the market center /place of sale/. It enables to make goods reachable to the consumers. 3) Facilitating Function /Auxiliary Function: these are functions that facilitate and assist the proper performance of other functions of marketing. It encompasses a) Financing: To carry out business operations smoothly, it requires finance or money. Marketing as a major business activity, leads us to the need for money or finance.Without it, organizations are unable to schedule their operations. The activity of financing involves the proper handling and management of the inflow and outflow of money. Accordingly, finance is defined as the management function, which involves effectively obtaining and using money. Sources of finance include revenue from sale of company products and services, rental of business properties, from sale of stock, or from loan and credit agencies. b) Market Research and information: Managers of businesses do not make decisions on the basis of common sense or intuition. They require information.Therefore, to make marketing decisions and to design effective marketing policies, managers should get information regarding tests, preferences, attitudes and needs of customers; position of competitors, capacity of suppliers and creditors. For the success of business, market research is an important activity that involves gathering, analyzing, and interpretation of data collected regarding the needs of consumers. c) Risk Bearing: Business organizations when they are established, it is with the objective of getting profit, expansion, growth, etc. Nevertheless, they fail to achieve their objectives because of uncertainty of the future.Hence, the chance or the possibility of loss that bus iness face is known as RISK. d) Product standardization and Grading: These are facilitating functions that are used to identify the quantity and quality of production. When goods are standardized and graded neither the buyer nor the seller is required to check each and every part of the product. It saves the time of both buyers & sellers. Standardization enables customers to know that there is always definite or standard quality in a particular package; and grading indicates that a package labeled with grades A, B, or C are always uniform and the same everywhere and ever time.The field of marketing is a crucial one for several reasons: it stimulates demand; a large number of people are employed on marketing positions; it supports entire industries such as advertising and marketing research; all people are consumers in some situations; it is necessary to use scarce resources efficiently; it impacts on people's beliefs and life styles; and it influences the quality of our lives. The s cope of marketing is quite broad and diversified. To perform the marketing functions, marketing Performers are required and they are organizations or individuals that undertake one or more marketing functions.They include manufacturers, service providers, wholesalers, retailers, marketing specialists, and organizational and final consumers. Each performer has a different role. One party usually does not perform all the functions. This is due to costs, assortment requirements, specialized abilities, company size, established methods of distribution, and consumer interests. TASKS OF MARKETING MANAGEMENT Marketing managers in different organizations might face any of the following states of demand. The marketing task is to manage demand effectively. The various states of demand and the corresponding marketing management task according to P.Kotler are the following: 1. Negative demand: This is a state in which all or the major parts of the society, dislikes the product and may even pay a price to avoid it. Examples are vaccination, alcoholic employees, dental work, and seat belts. The corresponding marketing task is to analyze why the market dislikes the product and whether product redesign, lower price, or more positive promotion can change the consumer attitudes. This marketing task or activity is known as CONVERSIONAL marketing which tries to change people’s want rather than serve their wants. . No demand: This is a case where target customers may be uninterested in or indifferent to a particular product. For example, farmers may not know about a new farming method; college students may not be interested in taking foreign language courses. Marketing managers are concerned with finding ways to connect the product’s benefits with the user’s needs and interests. This marketing task is known as STIMULATIONAL marketing; it tries to stimulate a want for an object in people who initially have no knowledge or interest in the product 3.Latent demand : Consumers have a want that is not satisfied by any existing product or service. This state of demand where many customers share a strong need for something that does not exist in the form of actual product is called LATENT demand. Examples include the need for harmless cigarettes, more fuel-efficient cars, etc. In this case, marketing managers respond by trying and developing effective goods and services that will satisfy the demand through analysis and measurement of the potential market.The marketing task is called DEVELOPMENTAL marketing and its task is to measure the size of the potential market and trying to develop a new product or service that would satisfy the demand. 4. Falling demand: Sooner or later, every organization faces falling demand for one or more of its products. For example, churches have seen their membership decline, and private colleges have seen fewer applications. The marketer must find the causes of market decline and re-stimulate demand by finding new m arkets, changing product features, or creating more effective communication and the marketing task is REMARKETING. . Irregular demand: It is a state in which the timing pattern of demand is marked by seasonal and volatile fluctuations causing problems of idle capacity and overworked. For example museums are under-visited during weekdays and overworked during weekends. The corresponding marketing task is SYNCHROMARKETING, i. e. , to find ways to alter the time pattern of demand through flexible pricing, promotion and other incentives so that it will better match the time pattern of supply. 6. Full demand: The organization has just the amount of demand it wants and can handle.It is a state where the current level and timing of demand is equal to the desired level and timing of demand. The marketing task is MAINTENANCE marketing and is designed to maintain the current level of demand against changing consumer preferences. The organization maintains quality, and continually measures sat isfaction to make sure it is doing a good job. 7. Overfull demand: It is a state in which demand is higher than the company can or wants to handle. The marketing task is called DEMARKETING and its task is finding ways to reduce the demand temporarily, or permanently.De-marketing involves such actions as raising prices and reducing promotion and service. It does not aim to destroy demand, but only to reduce it. It calls for using normal marketing tools in reverse. 8. Unwhole-Some demand: Unwholesome products such as cigarettes, alcohol, and hard drugs will attract organized effort to destroy the demand or interest in particular product or service. The corresponding marketing task is known as COUNTERMARKETING it is a difficult task in that the aim is to get people who like something to give it up. Marketing manager cope with these tasks by arrying out marketing research, planning, implementation and control. The demand levels and corresponding marketing tasks are summarized as follows : State of demand| Marketing task| Formal Name| 1. | Negative demand| Disabuse demand| Conversional marketing| 2. | No demand| Create demand| Stimulation Marketing| 3. | Latent demand| Develop demand| Developmental marketing| 4. | Falling demand| Revitalized demand| Remarketing marketing| 5. | Irregular demand| Synchronize demand| Synchro-marketing| 6. | Full demand| Maintain| Maintenance marketing| 7. Overfull demand| Reduce demand| Demarketing marketing| 8. | Unwholesome demand| Destroy demand| Counter marketing| 2. 3. MARKETING MANAGEMENT CONCEPTS We have described marketing management, as the conscious effort to achieve desired exchange outcomes with target markets. Now we ask what philosophy should guide these marketing efforts? What weights should be given to the interests of the organization, the customers and society? Very often these interests conflict. Clearly, marketing activities should be carried out under a clear philosophy of efficient, effective, and responsible mark eting.There are five competing concepts under which organizations conduct their marketing activity. 1. The production concept: This concept holds that consumers will favor those products that are widely available and low in cost. Management of production oriented organization concentrates on achieving high production efficiently and wide distribution coverage. Organizations that appreciate this concept assume that consumers like products that are widely available and accessible at low cost. The production concept is one of the oldest concepts guiding sellers.The assumption that consumers are primarily interested in product availability and low price holds in at least two types of situations. The first is where the demand for a product exceeds supply as in many Third World countries. Here consumers are more interested in obtaining the product than in its fine points. The suppliers will concentrate on finding ways to increase production. The second situation is where the productâ€⠄¢s cost is high and has to be brought down through increased productivity to expand the market.Texas instruments provides a contemporary example of the production concept: Texas Instruments is the leading American exponent of the â€Å"get-out production, cut the price† philosophy. Ford put all of his talent into perfecting the mass production of automobile to be down their instruments all of its efforts in building production volume and improving technology in order to bring down costs. It uses its lower costs to cut process and expand the market size. It strives to achieve the dominant position in its markets.To Texas Instruments, marketing primarily means one thing bringing down the price to buyers; this orientation has also been a key strategy of many Japanese companies. 2. The product concept: Under this concept, marketing managers assume that consumers will prefer those products that offer (provide) the most quality, performance, with good features. Managers in this pr oduct-oriented organizations focus their energy on making quality products and improving them over time. These managers assume that buyers admire well-made products and can select, purchase and appreciate product quality.Products oriented companies often design their product with little or no customer input. These managers are caught up in a love affair with their product and fail to appreciate that the market may be less â€Å"turned on. † They trust that their engineers will know how to design or improve the product. Too often they will not even examine competitors products because â€Å"they were not invented here. † A General Motors executive said years ago† â€Å"How can the public know what kind of car they want until they see what is available? † GM’s designers would develop plant for a new car. Then manufacturing would make it.Then the finance department would price it. Finally, marketing and sales would try to sell it. GM failed to ask cust omers what they wanted and never brought in the marketing people at the beginning to help figure out what kind of car would sell. The product concept leads to â€Å"marketing myopia† a focus on the product greater than on the customer’s need. Railroad management thought that users wanted trains rather than transportation and overlooked the growing challenge of the airlines, buses, trucks, and automobiles. Churches and the post office all assume that they are offering the public the right product and wonder why their sales falter.These organizations too often are looking into a mirror when they should be looking out the window. 3. The Selling concept: Under this philosophy/concept/, marketing managers assume that consumers purchase products if the organization undertakes an aggressive selling and promotion effort. Therefore, firms emphasize and direct their effort on promotion and selling of their products. Most firms practice the selling concept when they introduce new products and when they have over capacity. The selling concept holds that consumers, if left alone, will ordinarily not buy enough of the organization’s products.The organization must therefore undertake an aggressive selling effort. The concept assumes that consumers typically show buying inertia or resistance and have to be coaxed into buying, and that the company has available a whole battery of effective selling and promotion tools to stimulate more buying. The selling concept is practiced most aggressively with â€Å"unsought goods,† those goods that buyers normally do not think of buying such as insurance, encyclopedias, and funeral plots. These industries have perfected various sales techniques to locate prospects and hard sell them on product benefits.Most firms practice the selling concept when they have over capacity. Their aim is to sell what they make rather than make what the market wants. In modern industrial economies, productive capacity has been built up to a point where most markets are buyer markets (i. e. , the buyers are dominant), and sellers have to scramble hard for customers. Prospects are bombarded with television commercials, newspaper ads, direct mail, and sales calls. At every turn, someone is trying to sell something. As a result, the public identifies marketing with hard selling and advertising. 4.The Marketing Concept: The marketing concept is different from the above three concepts. Managers under this concept assumes that the key to achieving organizational goals is based on the determination of the needs and wants of consumers and delivering or providing the desired satisfaction more efficiently, and effectively, than competitors. When we compare the marketing concept with the selling concept, the selling concept focuses on the needs of the seller; the marketing concept focuses on the needs of the buyer. Selling concept focuses on the needs of the seller; marketing on the needs of the buyer.Selling is preoccupi ed with the seller’s need to convert his product into cash. Marketing is preoccupied with the idea of satisfying the customers’ needs of the product and the whole cluster of things associated by creating and delivering the product. The marketing concept rests on four main pillars, namely target market, customer needs, coordinated marketing, and profitability. These are shown in figure below – The selling concept Starting pointFocusMeans Ends FactoryProductsSelling ; Profits throughpromotion sales volume The marketing concept Starting point focus meansEndsTarget market Customer CoordinatedProfits through Needs marketingCustomer Satisfaction Here we examine how each pillar of the marketing concept contributes to more marketing that is effective. i. TARGET MARKET: No company can operate in every market and satisfy every need. Nor can it even do a good job within one broad market. Companies do best when define their target market (s) carefully and prepare a tailored marketing program. An auto manufacture can think of designing passenger cars, station wagons, sports carts, and luxury. But this thinking is less precise than defining a customer target group.One Japanese carmaker is designing a car for the career woman, and it will have many features that male-dominated cars don’t have. Another Japanese carmaker is designing a car for the â€Å" town man,† the young person who needs to get about town and park easily. In each, the company has clarified a target market, and this will greatly influence the car design. Societal Marketing Concept: It holds that the organization should determine the needs, wants, and interests of the target markets and deliver the desired satisfaction more effectively and efficiently than competitors in a way that maintains or improves the customer’s and the ociety’s well-being. The societal marketing concept calls upon marketers to balance three considerations in setting their marketing poli cies. Originally, companies based their marketing decisions largely on short-run company profit. Overtime, companies began to recognize the long-run importance of satisfying consumer wants, and introduced the marketing concept. Now they are beginning to think of society’s interests when making decisions. The societal marketing concept calls for balancing all three considerations-company profits, consumer wants, and society’s interests.