Analysis of Cartoon Cultures in Walt Disney Stories

Disney and his studio do not only aim to create entertainment but present a meaningful thesis as well; â€Å"All our dreams can come true if we have the courage to pursue them† (Williams & Denney, 2004, p. 69). Usually, Disney’s stories like to present the royal romance comprising of love, courage and dream.By comparing Cinderella (Geronimi, Luske, & Jackson, 1950) and his latest princess iteration, The Princess and The Frog (Clements, 2009), we could clearly see the critical influence of Cinderella that has affected the cartoon culture of Disney’s stories, as highlighted by the appearance of the Fairy Godmother, the importance of animal characters and the narrative power of the songs. Many of Disney’s stories are concerned with a goal that the leading character has to achieve, passing obstacles along the way in order to realize his dream.As such, a correlation can be seen between Cinderella (1950) and The Princess and The Frog (2009); both the young ladie s work very hard to achieve their aspirations. Before Cinderella was transformed by Fairy Godmother with an opportunity to attend the royal ball, she was a poor girl, and seemingly under distress. Her stepmother and stepsisters take over all her benefits and mistreat her. She is abused and made to serve as the housekeeper and maid for her family. However, she does not give up on dreaming and wishing, and has faith that one day her dream will come true.On the other hand, Tiana is a poor African-American young lady who works very hard to accomplish her goal of owning a restaurant in New Orleans. Although, her dream seems big and difficult for her to achieve, she never thinks about giving up. She continues tracing her dream; her hopes remain high even after she is accidently transformed into a frog by kissing the cursed Prince Naveen. Although these two Disney princesses are coming from different nationalities and generations, they both represent the same story structure of Disney†™s fairytales.Secondly, Disney’s Cinderella has become the dominant version in Western culture, since it was the first one to be aired on the big screen. It was the first time a character like the Fairy godmother was presented straight from a Disney tale. Her task was strictly to prepareeverything for Cinderella so she could attend the royalty ball. The story of Cinderella has historically portrayed a strong character in the Fairy godmother; a prominent companion has become an important element in the life of a cheerful heroine in the follow up stories of Disney.Looking into The Princess and The Frog (Clements, 2009)Mama Odie is representing a new type of Fairy godmother as a blind voodoo priestess. She plays a guiding role in the story, full of magic and power to help the frogs transform back into humans. The Fairy godmother has thus become an iconic character since it was first presented in Cinderella. It plays an important part in shaping the cartoons’ structures, influencing many other stories to portray the same character in other forms, enriching the story with color and inspiration.Thirdly, by featuring animal characters in Cinderella, Disney and his animators have developed a new structure of cartoon culture. Animal characters have carved a niche in Disney’s animations. However, these animal characters only play supporting or minor roles in the full-length animated films. Due to the strong connection between animal characters and Disney’s animations in the public’s mind, Disney and his animators have recently inclined towards creating much more detailed versions of the animal characters found in Cinderella.As a result, the mice have gained more screen time than the step-mother and sisters, and one of the most memorable scenes in the film regarding the manufacturing process of the ball dress revolves aroundbirds and mice which work together to prepare a beautiful gown for Cinderella. This scene appears for nearly 8 m inutes in the film. It shows the importance of animals in story-telling. Moreover, those animals carry their own personality, as seen for example in the red bird who would much enjoyperforming a vocal accommodation where as the character Jaq, who was portrayed as a leader of the mice while Gus was the cute and childish one.Moreover, the relationship between Cinderella and the mice provided clues to reveal her real personality. Her kindness could be observed through her interest in making clothes and dresses for the animals, rescuing them from traps, and feeding them with enough food. As such, in the story of Cinderella, animals do not feature as minor characters. They are highlighted to be very important in the narrative. Since that story, animal characters have moved up in ranks, taking important roles as support for the main characters in reaching their goals.In The Princess and The Frog (Clements, 2009)those small animal characters follow Cinderella’s tradition in that the y play important roles as support for the frogs so they could return to their human forms, carrying their own personality and dreams. For example, Ray is a firefly, who knows Mama Odie and agrees to help the frogs find her and nearly sacrifices himself fighting with Dr. Facilier. From his lover to the star, we can see that his personality is very gentle and kind. Moreover, Louis is a friendly neurotic alligator, who dreams to become human and joins a jazz band as the trumpet player.He is not just a background image and accompanies the frogs in their adventure. Their appearances make the narratives to be more balanced, completed and interesting. Thanks to the success of theanimal characters in Cinderella, animal characters have continued to play an important role in developing plots and, in turn, have had stories revolve around them instead of the other way round. Lastly, over the years Disney’s animations have developed an indivisible relationship with songs and musical eleme nts.Songs provide a useful tool to breathe more definition into the characters. For example, in Cinderella, the song â€Å"A Dream is A Wish Your Heart Makes† (Geronimi, Luske, & Jackson, 1950), we can observe that Cinderella is faced with many obstacles, but her dream is still kept alive in her heart, thanks to her positive attitude. This way, songs contain the power of presenting deeper content, which normal speech may not effectively communicate. Besides, the audience can see and feel the threat pertaining to the character of Dr.Facilier, for example, by virtue of the song â€Å"Friends on the Other Side† (Clements, 2009). Walt Disney has seemingly pioneered the tradition of using songs and music to replace boring conversations, because the song can portray an idea in much more detail. For example, the Fairy godmother’s song â€Å"Bibidi-Bobidi-Boo† (Geronimi, Luske, & Jackson, 1950), played when she transforms the pumpkin into a coach, the mice into a horse, and Cinderella’s appearance for the ball, etc. relayed a magical element only music could provide.The song, in this context, is a much more powerful tool to present the idea than normal speech, because it gives the audience an extra vocal dimension to remember the scene with, adding to the visual impact. Moreover, the songs and music also add to the dynamics of the picture in order to present the inner meaning of the stories. By comparing the versions of â€Å"Sing Sweet Nightingale† (Geronimi, Luske, & Jackson, 1950) as sung by Cinderella and her stepsisters, we can see the difference in nature of both parties, Cinderella being the gentler much more caring personality.At another instance, we can see a deeper relationship between the frogs, through the song Never knew I Needed, instead of simply saying, I think I am falling in love with you (Clements, 2009). It surrounds the narrative with a profundity in an implicit way. Disney’s animation, hence, reall y has the ability to capture the fantasy-oriented imagination of the audience providing entertainment both for the adults and children alike. Incorporating these qualities into Disney’s cartoon culture has enabled the creation of some of the most excellent pieces of animated and other motion-picture films that history has ever seen.

Fresh Water

Water resources are sources of water that are useful or potentially useful to humans. Uses of water include agricultural, industrial, household, recreational and environmental activities. Virtually all of these human uses require fresh water. 97% of water on the Earth is salt water, and only 3% is fresh water of which slightly over two thirds is frozen in glaciers and polar ice caps. [1] The remaining unfrozen freshwater is mainly found as groundwater, with only a small fraction present above ground or in the air. 2] Fresh water is a renewable resource, yet the world's supply of clean, fresh water is steadily decreasing. Water demand already exceeds supply in many parts of the world and as the world population continues to rise, so too does the water demand. Awareness of the global importance of preserving water for ecosystem services has only recently emerged as, during the 20th century, more than half the world’s wetlands have been lost along with their valuable environmenta l services.Biodiversity-rich freshwater ecosystems are currently declining faster than marine or land ecosystems. [3] The framework for allocating water resources to water users (where such a framework exists) is known as water rights. [pic] [pic] A graphical distribution of the locations of water on Earth. |Contents | |[hide] | |1 Sources of fresh water | |1. Surface water | |1. 2 Under river flow | |1. 3 Ground water | |1. 4 Desalination | |1. 5 Frozen water | |2 Uses of fresh water | |2. 1 Agricultural | |2. Industrial | |2. 3 Household | |2. 4 Recreation | |2. 5 Environmental | |3 Water stress | |3. 1 Population growth | |3. 2 Expansion of business activity | |3. Rapid urbanization | |3. 4 Climate change | |3. 5 Depletion of aquifers | |3. 6 Pollution and water protection | |3. 7 Water and conflict | |4 World water supply and distribution | |5 Economic considerations | |5. Business response | |6 See also | |7 Further reading | |8 Notes | |9 References | |10 External links | [pic ][edit] Sources of fresh water [edit] Surface water Main article: Surface water [pic] [pic]Lake Chungara and Parinacota volcano in northern Chile Surface water is water in a river, lake or fresh water wetland. Surface water is naturally replenished by precipitation and naturally lost through discharge to the oceans, evaporation, and sub-surface seepage. Although the only natural input to any surface water system is precipitation within its watershed, the total quantity of water in that system at any given time is also dependent on many other factors. These factors include storage capacity in lakes, wetlands and artificial reservoirs, the permeability of the soil eneath these storage bodies, the runoff characteristics of the land in the watershed, the timing of the precipitation and local evaporation rates. All of these factors also affect the proportions of water lost. Human activities can have a large and sometimes devastating impact on these factors. Humans often increase storage capacity by constructing reservoirs and decrease it by draining wetlands. Humans often increase runoff quantities and velocities by paving areas and channelizing stream flow. The total quantity of water available at any given time is an important consideration.Some human water users have an intermittent need for water. For example, many farms require large quantities of water in the spring, and no water at all in the winter. To supply such a farm with water, a surface water system may require a large storage capacity to collect water throughout the year and release it in a short period of time. Other users have a continuous need for water, such as a power plant that requires water for cooling. To supply such a power plant with water, a surface water system only needs enough storage capacity to fill in when average stream flow is below the power plant's need.Nevertheless, over the long term the average rate of precipitation within a watershed is the upper bound for average consumptio n of natural surface water from that watershed. Natural surface water can be augmented by importing surface water from another watershed through a canal or pipeline. It can also be artificially augmented from any of the other sources listed here, however in practice the quantities are negligible. Humans can also cause surface water to be â€Å"lost† (i. e. become unusable) through pollution. Brazil is the country estimated to have the largest supply of fresh water in the world, followed by Russia and Canada. 4] [edit] Under river flow Throughout the course of the river, the total volume of water transported downstream will often be a combination of the visible free water flow together with a substantial contribution flowing through sub-surface rocks and gravels that underlie the river and its floodplain called the hyporheic zone. For many rivers in large valleys, this unseen component of flow may greatly exceed the visible flow. The hyporheic zone often forms a dynamic interf ace between surface water and true ground-water receiving water from he ground water when aquifers are fully charged and contributing water to ground-water when ground waters are depleted. This is especially significant in karst areas where pot-holes and underground rivers are common. [edit] Ground water Main article: Groundwater [pic] [pic] Sub-Surface water travel time [pic] [pic] Shipot, a common water source in Ukrainian villages Sub-surface water, or groundwater, is fresh water located in the pore space of soil and rocks. It is also water that is flowing within aquifers below the water table.Sometimes it is useful to make a distinction between sub-surface water that is closely associated with surface water and deep sub-surface water in an aquifer (sometimes called â€Å"fossil water†). Sub-surface water can be thought of in the same terms as surface water: inputs, outputs and storage. The critical difference is that due to its slow rate of turnover, sub-surface water sto rage is generally much larger compared to inputs than it is for surface water. This difference makes it easy for humans to use sub-surface water unsustainably for a long time without severe consequences.Nevertheless, over the long term the average rate of seepage above a sub-surface water source is the upper bound for average consumption of water from that source. The natural input to sub-surface water is seepage from surface water. The natural outputs from sub-surface water are springs and seepage to the oceans. If the surface water source is also subject to substantial evaporation, a sub-surface water source may become saline. This situation can occur naturally under endorheic bodies of water, or artificially under irrigated farmland.In coastal areas, human use of a sub-surface water source may cause the direction of seepage to ocean to reverse which can also cause soil salinization. Humans can also cause sub-surface water to be â€Å"lost† (i. e. become unusable) through p ollution. Humans can increase the input to a sub-surface water source by building reservoirs or detention ponds. [edit] Desalination Main article: Desalination Desalination is an artificial process by which saline water (generally sea water) is converted to fresh water. The most common desalination processes are distillation and reverse osmosis.Desalination is currently expensive compared to most alternative sources of water, and only a very small fraction of total human use is satisfied by desalination. It is only economically practical for high-valued uses (such as household and industrial uses) in arid areas. The most extensive use is in the Persian Gulf. [edit] Frozen water [pic] [pic] An iceberg as seen from Newfoundland Several schemes have been proposed to make use of icebergs as a water source, however to date this has only been done for novelty purposes. Glacier runoff is considered to be surface water.The Himalayas, which are often called â€Å"The Roof of the World†, contain some of the most extensive and rough high altitude areas on Earth as well as the greatest area of glaciers and permafrost outside of the poles. Ten of Asia’s largest rivers flow from there, and more than a billion people’s livelihoods depend on them. To complicate matters, temperatures are rising more rapidly here than the global average. In Nepal the temperature has risen with 0. 6 degree over the last decade, whereas the global warming has been around 0. 7 over the last hundred years. [5] edit] Uses of fresh water Uses of fresh water can be categorized as consumptive and non-consumptive (sometimes called â€Å"renewable†). A use of water is consumptive if that water is not immediately available for another use. Losses to sub-surface seepage and evaporation are considered consumptive, as is water incorporated into a product (such as farm produce). Water that can be treated and returned as surface water, such as sewage, is generally considered non-con sumptive if that water can be put to additional use. [edit] Agricultural [pic] [pic] A farm in OntarioIt is estimated that 69% of worldwide water use is for irrigation, with 15-35% of irrigation withdrawals being unsustainable. [6] In some areas of the world irrigation is necessary to grow any crop at all, in other areas it permits more profitable crops to be grown or enhances crop yield. Various irrigation methods involve different trade-offs between crop yield, water consumption and capital cost of equipment and structures. Irrigation methods such as furrow and overhead sprinkler irrigation are usually less expensive but are also typically less efficient, because much of the water evaporates, runs off or drains below the root zone.Other irrigation methods considered to be more efficient include drip or trickle irrigation, surge irrigation, and some types of sprinkler systems where the sprinklers are operated near ground level. These types of systems, while more expensive, usually offer greater potential to minimize runoff, drainage and evaporation. Any system that is improperly managed can be wasteful, all methods have the potential for high efficiencies under suitable conditions, appropriate irrigation timing and management. One issue that is often insufficiently considered is salinization of sub-surface water.Aquaculture is a small but growing agricultural use of water. Freshwater commercial fisheries may also be considered as agricultural uses of water, but have generally been assigned a lower priority than irrigation (see Aral Sea and Pyramid Lake). As global populations grow, and as demand for food increases in a world with a fixed water supply, there are efforts underway to learn how to produce more food with less water, through improvements in irrigation[7] methods[8] and technologies, agricultural water management, crop types, and water monitoring. [edit] Industrial pic] [pic] A power plant in Poland It is estimated that 22% of worldwide water use is industrial. [6] Major industrial users include power plants, which use water for cooling or as a power source (i. e. hydroelectric plants), ore and oil refineries, which use water in chemical processes, and manufacturing plants, which use water as a solvent. The portion of industrial water usage that is consumptive varies widely, but as a whole is lower than agricultural use. Water is used in power generation. Hydroelectricity is electricity obtained from hydropower.Hydroelectric power comes from water driving a water turbine connected to a generator. Hydroelectricity is a low-cost, non-polluting, renewable energy source. The energy is supplied by the sun. Heat from the sun evaporates water, which condenses as rain in higher altitudes, from where it flows down. Pressurized water is used in water blasting and water jet cutters. Also, very high pressure water guns are used for precise cutting. It works very well, is relatively safe, and is not harmful to the environment. It is also u sed in the cooling of machinery to prevent over-heating, or prevent saw blades from over-heating.Water is also used in many industrial processes and machines, such as the steam turbine and heat exchanger, in addition to its use as a chemical solvent. Discharge of untreated water from industrial uses is pollution. Pollution includes discharged solutes (chemical pollution) and discharged coolant water (thermal pollution). Industry requires pure water for many applications and utilizes a variety of purification techniques both in water supply and discharge. [edit] Household [pic] [pic] Drinking water It is estimated that 8% of worldwide water use is for household purposes. 6] These include drinking water, bathing, cooking, sanitation, and gardening. Basic household water requirements have been estimated by Peter Gleick at around 50 liters per person per day, excluding water for gardens. Drinking water is water that is of sufficiently high quality so that it can be consumed or used with out risk of immediate or long term harm. Such water is commonly called potable water. In most developed countries, the water supplied to households, commerce and industry is all of drinking water standard even though only a very small proportion is actually consumed or used in food preparation. edit] Recreation [pic] [pic] Whitewater rapids Recreational water use is usually a very small but growing percentage of total water use. Recreational water use is mostly tied to reservoirs. If a reservoir is kept fuller than it would otherwise be for recreation, then the water retained could be categorized as recreational usage. Release of water from a few reservoirs is also timed to enhance whitewater boating, which also could be considered a recreational usage. Other examples are anglers, water skiers, nature enthusiasts and swimmers. Recreational usage is usually non-consumptive.Golf courses are often targeted as using excessive amounts of water, especially in drier regions. It is, however , unclear whether recreational irrigation (which would include private gardens) has a noticeable effect on water resources. This is largely due to the unavailability of reliable data. Additionally, many golf courses utilize either primarily or exclusively treated effluent water, which has little impact on potable water availability. Some governments, including the Californian Government, have labelled golf course usage as agricultural in order to deflect environmentalists' charges of wasting water.However, using the above figures as a basis, the actual statistical effect of this reassignment is close to zero. In Arizona, an organized lobby has been established in the form of the Golf Industry Association, a group focused on educating the public on how golf impacts the environment. Recreational usage may reduce the availability of water for other users at specific times and places. For example, water retained in a reservoir to allow boating in the late summer is not available to farm ers during the spring planting season.Water released for whitewater rafting may not be available for hydroelectric generation during the time of peak electrical demand. [edit] Environmental Explicit environmental water use is also a very small but growing percentage of total water use. Environmental water usage includes artificial wetlands, artificial lakes intended to create wildlife habitat, fish ladders , and water releases from reservoirs timed to help fish spawn. Like recreational usage, environmental usage is non-consumptive but may reduce the availability of water for other users at specific times and places.For example, water release from a reservoir to help fish spawn may not be available to farms upstream. [edit] Water stress [pic] [pic] Best estimate of the share of people in developing countries with access to drinking water 1970–2000. Main articles: Water crisis and Water stress The concept of water stress is relatively simple: According to the World Business Cou ncil for Sustainable Development, it applies to situations where there is not enough water for all uses, whether agricultural, industrial or domestic.Defining thresholds for stress in terms of available water per capita is more complex, however, entailing assumptions about water use and its efficiency. Nevertheless, it has been proposed that when annual per capita renewable freshwater availability is less than 1,700 cubic meters, countries begin to experience periodic or regular water stress. Below 1,000 cubic meters, water scarcity begins to hamper economic development and human health and well-being. [edit] Population growth In 2000, the world population was 6. 2 billion. The UN estimates that by 2050 there will be an additional 3. billion people with most of the growth in developing countries that already suffer water stress. [9] Thus, water demand will increase unless there are corresponding increases in water conservation and recycling of this vital resource. [10] [edit] Expans ion of business activity Business activity ranging from industrialization to services such as tourism and entertainment continues to expand rapidly. This expansion requires increased water services including both supply and sanitation, which can lead to more pressure on water resources and natural ecosystems. edit] Rapid urbanization The trend towards urbanization is accelerating. Small private wells and septic tanks that work well in low-density communities are not feasible within high-density urban areas. Urbanization requires significant investment in water infrastructure in order to deliver water to individuals and to process the concentrations of wastewater – both from individuals and from business. These polluted and contaminated waters must be treated or they pose unacceptable public health risks.In 60% of European cities with more than 100,000 people, groundwater is being used at a faster rate than it can be replenished. [11] Even if some water remains available, it c osts more and more to capture it. [edit] Climate change Climate change could have significant impacts on water resources around the world because of the close connections between the climate and hydrological cycle. Rising temperatures will increase evaporation and lead to increases in precipitation, though there will be regional variations in rainfall. Overall, the global supply of freshwater will increase.Both droughts and floods may become more frequent in different regions at different times, and dramatic changes in snowfall and snow melt are expected in mountainous areas. Higher temperatures will also affect water quality in ways that are not well understood. Possible impacts include increased eutrophication. Climate change could also mean an increase in demand for farm irrigation, garden sprinklers, and perhaps even swimming pools [edit] Depletion of aquifers Due to the expanding human population, competition for water is growing such that many of the worlds major aquifers are becoming depleted.This is due both for direct human consumption as well as agricultural irrigation by groundwater. Millions of pumps of all sizes are currently extracting groundwater throughout the world. Irrigation in dry areas such as northern China and India is supplied by groundwater, and is being extracted at an unsustainable rate. Cities that have experienced aquifer drops between 10 to 50 meters include Mexico City, Bangkok, Manila, Beijing, Madras and Shanghai. [12] [edit] Pollution and water protection Main article: Water pollution [pic] [pic] Polluted waterWater pollution is one of the main concerns of the world today. The governments of numerous countries have strived to find solutions to reduce this problem. Many pollutants threaten water supplies, but the most widespread, especially in developing countries, is the discharge of raw sewage into natural waters; this method of sewage disposal is the most common method in underdeveloped countries, but also is prevalent in qu asi-developed countries such as China, India and Iran. Sewage, sludge, garbage, and even toxic pollutants are all dumped into the water. Even if ewage is treated, problems still arise. Treated sewage forms sludge, which may be placed in landfills, spread out on land, incinerated or dumped at sea. [13] In addition to sewage, nonpoint source pollution such as agricultural runoff is a significant source of pollution in some parts of the world, along with urban stormwater runoff and chemical wastes dumped by industries and governments. [edit] Water and conflict The only known example of an actual inter-state conflict over water took place between 2500 and 2350 BC between the Sumerian states of Lagash and Umma. 14] Yet, despite the lack of evidence of international wars being fought over water alone, water has been the source of various conflicts throughout history. When water scarcity causes political tensions to arise, this is referred to as water stress. Water stress has led most ofte n to conflicts at local and regional levels. [15] Using a purely quantitative methodology, Thomas Homer-Dixon successfully correlated water scarcity and scarcity of available arable lands to an increased chance of violent conflict. 16] Water stress can also exacerbate conflicts and political tensions which are not directly caused by water. Gradual reductions over time in the quality and/or quantity of fresh water can add to the instability of a region by depleting the health of a population, obstructing economic development, and exacerbating larger conflicts. [17] Conflicts and tensions over water are most likely to arise within national borders, in the downstream areas of distressed river basins.Areas such as the lower regions of China's Yellow River or the Chao Phraya River in Thailand, for example, have already been experiencing water stress for several years. Additionally, certain arid countries which rely heavily on water for irrigation, such as China, India, Iran, and Pakistan , are particularly at risk of water-related conflicts. [17] Political tensions, civil protest, and violence may also occur in reaction to water privatization. The Bolivian Water Wars of 2000 are a case in point. [edit] World water supply and distributionFood and water are two basic human needs. However, global coverage figures from 2002 indicate that, of every 10 people: †¢ roughly 5 have a connection to a piped water supply at home (in their dwelling, plot or yard); †¢ 3 make use of some other sort of improved water supply, such as a protected well or public standpipe; †¢ 2 are unserved; †¢ In addition, 4 out of every 10 people live without improved sanitation. [6] At Earth Summit 2002 governments approved a Plan of Action to: †¢ Halve by 2015 the proportion of people unable to reach or afford safe drinking water.The Global Water Supply and Sanitation Assessment 2000 Report (GWSSAR) defines â€Å"Reasonable access† to water as at least 20 liters per person per day from a source within one kilometer of the user’s home. †¢ Halve the proportion of people without access to basic sanitation. The GWSSR defines â€Å"Basic sanitation† as private or shared but not public disposal systems that separate waste from human contact. As the picture shows, in 2025, water shortages will be more prevalent among poorer countries where resources are limited and population growth is rapid, such as the Middle East, Africa, and parts of Asia.By 2025, large urban and peri-urban areas will require new infrastructure to provide safe water and adequate sanitation. This suggests growing conflicts with agricultural water users, who currently consume the majority of the water used by humans. Generally speaking the more developed countries of North America, Europe and Russia will not see a serious threat to water supply by the year 2025, not only because of their relative wealth, but more importantly their populations will be better aligne d with available water resources.North Africa, the Middle East, South Africa and northern China will face very severe water shortages due to physical scarcity and a condition of overpopulation relative to their carrying capacity with respect to water supply. Most of South America, Sub-Saharan Africa, Southern China and India will face water supply shortages by 2025; for these latter regions the causes of scarcity will be economic constraints to developing safe drinking water, as well as excessive population growth. 1. billion people have gained access to a safe water source since 1990. [18] The proportion of people in developing countries with access to safe water is calculated to have improved from 30 percent in 1970[19] to 71 percent in 1990, 79 percent in 2000 and 84 percent in 2004. This trend is projected to continue. [18] [edit] Economic considerations Water supply and sanitation require a huge amount of capital investment in infrastructure such as pipe networks, pumping stati ons and water treatment works.It is estimated that Organisation for Economic Co-operation and Development (OECD) nations need to invest at least USD 200 billion per year to replace aging water infrastructure to guarantee supply, reduce leakage rates and protect water quality. [20] International attention has focused upon the needs of the developing countries. To meet the Millennium Development Goals targets of halving the proportion of the population lacking access to safe drinking water and basic sanitation by 2015, current annual investment on the order of USD 10 to USD 15 billion would need to be roughly doubled.This does not include investments required for the maintenance of existing infrastructure. [21] Once infrastructure is in place, operating water supply and sanitation systems entails significant ongoing costs to cover personnel, energy, chemicals, maintenance and other expenses. The sources of money to meet these capital and operational costs are essentially either user f ees, public funds or some combination of the two. But this is where the economics of water management start to become extremely complex as they intersect with social and broader economic policy.Such policy questions are beyond the scope of this article, which has concentrated on basic information about water availability and water use. They are, nevertheless, highly relevant to understanding how critical water issues will affect business and industry in terms of both risks and opportunities. [edit] Business response The World Business Council for Sustainable Development in its H2OScenarios engaged in a scenario building process to: †¢ Clarify and enhance understanding by business of the key issues and drivers of change related to water. Promote mutual understanding between the business community and non-business stakeholders on water management issues. †¢ Support effective business action as part of the solution to sustainable water management. It concludes that: †¢ B usiness cannot survive in a society that thirsts. †¢ One does not have to be in the water business to have a water crisis.

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What You Should Do to Find Out About Stop and Frisk Narrative Essay Samples Before Youre Left Behind

What You Should Do to Find Out About Stop and Frisk Narrative Essay Samples Before You're Left Behind Within the body section, you must give supporting arguments for each point which you make. Be certain to use the wording of exactly the question you're working on. Narrative statements are written in chronological order regardless of what form or document they'll be written on, so the readers are going to be able to easily understand the statement made. So that your thoughts should flow in a suitable order. The occurrence of statement templates and other kinds of templates is truly a great thing. It doesn't matter in what order the facts are presented, for as long as they are not hard to comprehend by the reader. Sad to say, the metrics don't tell the entire story within this debate. Allow me to give you a few examples. Whatever They Told You About Stop and Frisk Narrative Essay Samples Is Dead Wrong...And Here's Why Stop and frisk was used and abused and young adults are scared to leave their house since they know they'll be harassed for no very good reason. The fact of the problem is that street crime isn't something which happens often in the tony neighborhoods of New York. You should understand what you need first so the upcoming steps will be quite easy that you do. It's through this approach your audience gets aware of how a victim feels. What Does Stop and Frisk Narrative Essay Samples Mean? Over the previous twelve years the quantities of stop and frisk seem just like the year of 2013. It may be simpler to show you. The Fight Against Stop and Frisk Narrative Essay Samples A personal narrative essay is just one of the greatest tools to stop social issues that are frequently disregarded. You can also check out other interesting and associated articles we're offering for free on our site. After you have chosen a topic, conduct research. Feel free to put an order at our site and receive a custom written narrative essay online. You need to make a point or tell facts from reliable sources and individual experiences when writing these kinds of documents. They may act as basis whether to grant a person's application or not. With the access to different statement templates online in various file formats, it is now very simple for anybody to make and produce their own statements. The focus of this post is about narrative statements. There are many sorts of essays, and following is a brief explanation of some of them. At our essay service, they are always delivered in a short time. The essay has to be viewed via the program. Personal narrative essays are about personal experience that's presented in the very first individual. High school essay writing is a typical classroom activity and is also part of several regular examinations. Students, utilize the work chart below to lead you in your own personal narrative writing. There are struggles that may easily be eliminated when you're in the early phases of writing your personal narrative essay. Rare or unique occasions of your life has to be cited in your essay as it is the heart of a personal narrative essay. Your life story can likewise be thought to be a terrific topic in writing your private essay. Fortunately, Kibin has some great ideas for writing concluding paragraphs for personal narrative essays that you're able to have a look at if you're stumped. The instances that may be cited within this sort of essays don't really must be extremely rare and anything mundane can likewise be written on it. An excellent essay should have essential points. Persuasive essays should have logical and crystal clear reasoning supported by facts and arguments. The very last thing you would like to do in your own personal narrative essay is confuse your readers. Following that, give an overview of the points you discussed. Make your story so involved and intriguing they forget they're reading whatsoever. Attempt to reveal the topic of the essay more fully, from your own personal standpoint, as you write your individual story.

Pros and cons of tarriffs - 1256 Words

Week 3 Individual Project According to Essentials of Economics, a tariff is a form of excise tax, one that is levied only on sales of imported goods (Krugman, Wells, and Graddy 538). Tariffs are generally imposed for two purposes, to protect domestic industries and as a source of revenue (Tariff). The effect of a tariff on a small or a large country would be higher domestic prices because the cost of the tariff is passed on to the consumer (The Basic Analysis of a Tariff). Consumers would be deterred from buying that particular import because of the cost factor. It would also cause there to be a surplus of that import. A high tariff on imports would have the effect of switching from imported goods to goods produced domestically;†¦show more content†¦The IMF is interested in trade creation and has the power to lend money with conditionality (Rose 682). According to the IMF website, they exist for 3 purposes: Surveillance involves the monitoring of economic and financial developments, and the provision of policy advice, aimed especially at crisis-prevention. The IMF also lends to countries with balance of payments difficulties, to provide temporary financing and to support policies aimed at correcting the underlying problems; loans to low-income countries are also aimed especially at poverty reduction. Third, the IMF provides countries with technical assistance and training in its areas of expertise. Supporting all three of these activities is IMF work in economic research and statistics (What the IMF Does). The WTO, World Trade Organization, was founded in 1995 and its headquarters are in Geneva, Switzerland. The WTO boasts 155 member countries and its purpose is to deal with the rules of trade between nations (The IMF and the World Trade Organization). These two institutions work together to ensure a strong system of international trade and payments that is open to all countries (The IMF and the World Trade Organization). While both the IMF and WTO are involved in various capacities in international trade, the WTO has more of an impact when it concerns global rules of trade, tariffs and trade agreements, while to IMF is moreShow MoreRelatedHow Economic Globalization Has Fostered Globalization of Critics and Criticism?3991 Words   |  16 Pagesthe world (Naik, 2011; Trebilcock, 2000). However, one cannot totally ignore the fact that some critics recognize the negative effects or consequences of economic globalization as even the very concept of globalization itself may have specific ‘pros’ and ‘cons’. As argued by Naik (2011), while there are a number of advantages in economic globalization, there also exists a number of disadvantages in economic globalization as a phenomenon. Many critics point out that the countries’ interdependence with

Diagnostic and statistical manual of mental - MyAssignmenthelp.com

Question: Discuss about the Diagnostic and statistical manual of mental. Answer: Introduction With definition to psychology, every human mind or individual has two sides of the personality. Sometimes under circumstances of strain, the shadow side of the human mind forces the individual to exhibit and initiate a certain pattern to respond against certain situations giving rise to a feeling of threat or anxiety (Charney et al., 2013). This essay deals with an example of a film character undergoing a series of disorders (anxiety) and explains about the etymology of the disorder with relevance to the respective model and classification. This essay further entails about the treatment that can be used to treat these kinds of disorders with contrast to the best treatment for this disorder. The purpose of this essay is to analyze and understand about the anxiety disorders along with its etymology and treatment with contrast to the film character portraying the disorder in this essay. This also helps in analyzing and relating the different aspects along with the behavioral criterion to classify this disorder with both reality and fantastical culture. Situational analysis As per the topic, the character upon which the analysis has been done is Bill Murrays portrayal of a psychologically challenged individual in a film named What about Bob?. In this movie Bob (Bill Murray) is a patient of a psychiatrist named Dr. Leo Marvin (Played by Richard Dreyfuss). In this film, another colleague who was fed up, treating Bob has referred Bob to Dr Marvin. This movie portrays Bob as a complete collection of anxiety disorders (phobias) or in other words, he is an individual with multiple anxiety disorders such as agoraphobia (fear of being in places with difficult exit), nosemaphobia (fear of illness), spermaphobia (fear of germs), hydrophobia (fear of water), achluophobia (fear of darkness) and tonitrophobia (fear of thunderstorms). Not just these bob has fear of elevators, fear of height along with dependency disorder, multiple personality disorder and obsessive-compulsive disorder (Ollendick, King Yule, 2013). Etymology and symptoms of anxiety disorder As per the topic, the character in the movie portrays a various kind of phobia or anxiety disorders. In other words, the character undergoes severe anxiety or panic attacks due to certain situations that effectively triggers the behavior and reaction like trauma and tends to stay in a state of panic and anxiety at all times (Charney et al., 2013). According to the etymology, anxiety disorder is a group of mental disorder that is characterized by significant feelings of anxiety and fear regarding some uncertain events that may or may not occur in the future. This may be accompanied by symptoms such as increased heart beating, shakiness, numbness, dryness in the throat, fear, perspiration, breathlessness and avoidance (Willgoss Yohannes, 2013). In simple words, anxiety disorder or phobia is a kind of behavioral disorder, where an individual faces two or more phobias at the same time (American Psychiatric Association, 2013). However, it can be justified that anxiety disorders are accompanied by or follows a chain of disorders such as schizophrenia, avoidant personality disorder and depression (McCance Huether, 2015). As depicted in the movie, Bob faces anxiety disorder, which in turn is teamed with obsessive-compulsive disorder and avoidant personality disorder (Iverach Rapee, 2014). Therefore, the theory about anxiety disorder has been justified and correctly portrayed in the film. Nonetheless, the demonstration of the symptoms as explained in theories has been rightly illustrated in the film, with clear exhibition of tension, avoidance and feelings of threat. Therefore, with comparison to the literary context, Bob clearly meets the Diagnostics and Statistical manual of Mental Disorders (DSM)V criteria for multiple specific phobias, which is common and it can be added that phobia tend to be formal revolving around emotional or painful events, though no insight has been provided regarding Bobs past life (American Psychiatric Association, 2013). Best treatment approach with contrast to the film Based on the theories of treating this disorder, it can be proposed that anxiety disorders are the most easy and treatable form of disorders, than the other psychological disorders, as classified under DSM V (McCance Huether, 2015). In other words, the treatment is highly effective and more likely to produce positive outcomes or reduction in the symptoms. Based on the theories and research works, it can be considered that Cognitive behavioral therapy (CBT) is the most effective treatment for treating such conditions (Wells, 2013). However, other treatment methods tend to be ineffective for the same. Some of the other approaches are effective such as supportive psychotherapy and psychodynamic or psychoanalytic therapies, nonetheless, the results are unpredictable. Effective use of medications containing beta-blockers like Propranol (please note that these medications should be taken under physicians instructions only) can help reduce the reception of catecholamine, thus strengthening emotional or fearful memories (Steenen et al., 2016). However, it can be analyzed that Bobs behavior are presented as general anxiety disorder and depression with OCD focusing on the contamination and the safety. Nonetheless, the problems are not represented to be potentially physical with no relevance to glucocortcoids, serotonin or dopamine but his unrealistic choice of not acting and baseless fear (Willgoss Yohannes, 2013). In addition, the film portrays a fictional best seller, which is a book of treating anxiety disorder with no professional help but self-help by taking Baby Steps or one by one step to move away from the fear. With contrast to reality, this is predominantly conditional and depends on the patient undergoing the crisis. It can further be added, that Dr. Marvin uses a simplified model of cognitive behavior therapy, which in turn proved beneficial in the treatment as well as used as one of the best methods of treating the disorder, in the realistic situation (Christophersen Vanscoyoc, 2013). This method in reality is only helpful in treating children but effective in treating adults as well. The film exhibits some exposure therapy, which was consistently ineffective for reducing the fear (Rodrigues et al., 2014). Thus, it can be concluded that helplessness and glucocorticoid levels cannot be altered easily, whereas the mere proclivities can be changed under circumstances. It can also be contrasted that in the first scene of the movie, refusing to treat the patient, by the first psychiatrist before coming to Dr. Leo Marvin can be classified as one unprofessional move in practicing psychiatry, which is in turn holds no connection with reality. Conclusion (Personal Judgment) With help of this essay, it can be concluded that the film contain some faintly realistic treatments such as the casual use of CBT, exposure and systematic desensitization therapy, while the character of Bob Wiley portrays a humoristic reality of the individuals undergoing anxiety attack with close relevance to the symptoms and etymology of the disorder. However, it can be concluded that even though the film is entertaining, it somewhat misrepresents the conditions portrayed by ignoring the neurological changes associated with such kind of disorders. It can further be added that the defeat of Leo Marvin as a doctor and emerging of Bob Wiley as a winner is considerable uplifting yet a demoralizing of the practice and treatment. References American Psychiatric Association. (2013).Diagnostic and statistical manual of mental disorders (DSM-5). American Psychiatric Pub. Charney, D. S., Buxbaum, J. D., Sklar, P., Nestler, E. J. (Eds.). (2013).Neurobiology of mental illness. Oxford University Press. Christophersen, E. R., Vanscoyoc, S. M. (2013).Treatments that work with children: Empirically supported strategies for managing childhood problems. American Psychological Association. Iverach, L., Rapee, R. M. (2014). Social anxiety disorder and stuttering: Current status and future directions.Journal of fluency disorders,40, 69-82. McCance, K. L., Huether, S. E. (2015).Pathophysiology-E-Book: The Biologic Basis for Disease in Adults and Children. Elsevier Health Sciences. Ollendick, T. H., King, N. J., Yule, W. (Eds.). (2013).International handbook of phobic and anxiety disorders in children and adolescents. Springer Science Business Media. Rodrigues, H., Figueira, I., Lopes, A., Gonalves, R., Mendlowicz, M. V., Coutinho, E. S. F., Ventura, P. (2014). Does D-cycloserine enhance exposure therapy for anxiety disorders in humans? A meta-analysis.PloS one,9(7), e93519. Steenen, S. A., van Wijk, A. J., Van Der Heijden, G. J., van Westrhenen, R., de Lange, J., de Jongh, A. (2016). Propranolol for the treatment of anxiety disorders: Systematic review and meta-analysis.Journal of Psychopharmacology,30(2), 128-139. Wells, A. (2013).Cognitive therapy of anxiety disorders: A practice manual and conceptual guide. John Wiley Sons. Willgoss, T. G., Yohannes, A. M. (2013). Anxiety disorders in patients with COPD: a systematic review.Respiratory care,58(5), 858-866.

Marketing 3.0 Essay Example

Marketing 3.0 Essay Marketing 3. 0 Authors : Philip Kotler Hermawan Kartajaya Iwan Setiawan ISBN No: 978-81-265-2619-2 INTRODUCTION In this new book, written by Iwan Setiawan, Hermawan Kartajaya and Philip Kotler titled Marketing 3. 0: Values-Driven Marketing or the human-centric era is the age where consumers will be treated as human beings who are active, anxious, and creative. They define Marketing 1. 0 as a product-centric era, marked with the famous saying of Henry Ford, Any customers can have a car painted any colour that he wants as long it is black. When it comes to todays information age where consumers are well informed and can compare several value offerings of similar products, then the product value is defined by the consumer. They called it Marketing 2. 0 or customer-centric era. Marketing 3. 0 thinks about consumers as whole humans with hearts, minds and spirits. From Ford’s any colour you want, as long as it is black (Marketing 1. 0), to Customer is the King (Marketing 2. 0); marketing has evolved into a collaborative exercise which is defined as the marketing 3. 0. Marketing 3. clearly lays out the authors key ideas and gives you real-world examples so you can implement Marketing 3. 0 practices at your organization. Customers have realized that their purchasing power has a global impact, and they are acting accordingly and talking to each other about the choices they make. Marketing 3. 0 explains how you can engage this conversation, position your brand as a positive force in the world, and collaborate successful ly with customer-advocates. Marketing 3. 0 takes a holistic approach to customers as multidimensional, values-driven people, even as potential collaborators. We will write a custom essay sample on Marketing 3.0 specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing 3.0 specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing 3.0 specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Marketing 3. 0 explores how brands have an impact on issues such as poverty. Socio-cultural change and environmental sustainability. It also looks at how values-driven marketing affects employees, channel partners, and shareholders. The new model for marketing-Marketing 3. 0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. Leading companies realize they must reach these highly aware, technology-enabled customers, and that the old rules of marketing wont help them do this. Instead, they must create products, services, and corporate cultures that inspire, include, and reflect their customers values. With the human spirit being the key driver across an organization’s vision, mission and values,   it’ll be a major overhaul for most of us to move beyond the Segment – Target – Promotion (STP) approach and adopt a more inclusive approach. Products can no longer be sold in isolation. Consumers search for companies that meet their deepest needs for social, economic and environmental justice in their mission, vision and values. Not for only functional and emotional fulfilment but also human spirit fulfilment in the products and services they choose. In Marketing 3. 0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Examines companies that are ahead of the curve, such as S. C. Johnson. The values of S. C Johnson amp; Son are rooted in the concept of the triple bottom line: economic value, environmental health and social progress. To target the minds, hearts and spirit of current and future employees, the company uses the triple bottom line concept. By saying that the company’s fundamental strength lies in its people, it targets the mind. To target the heart, the company hires mothers and was dubbed one of the 100 best companies for working mothers. By offering the opportunity to do what’s right for the environment and social sustainability, the company targets the spirit. Marketing 3. is about changing the way consumer do things in their lives. When a brand brings transformation, consumers will unconsciously accept the brand as part of their lives. This is what human spirit marketing is all about. A brand possesses great characters when it becomes the symbol of a movement that addresses the problems in the society and transforms people’s lives. Example Colgate, a brand with a mission to make people smile is running a consumer empowerment program called Smile. It encourages consumers to post photos of their smiles and connect with others participating in the program. CHAPTER WISE SUMMARY Chapter 1 In this chapter, Marketing 3. 0 is the era where marketing practices are very much influenced by changes in consumer behaviour and attitude. It is the more sophisticated form of the consumer-centric era where the consumer demands more collaborative, cultural and spiritual marketing approaches. New wave technology enables people to turn from being consumers into prosumers. One of the enablers of new wave technology is the rise of social media. Social media is classified in two types: 1. Expressive social media that include blogs, twitter, face book, photo sharing sites like flickr and other social networking sites. . Collaborative social media that includes sites such as Wikipedia, Craiglist etc. Technology drives globalisation of the legal, political, economy and social culture landscape, which creates cultural paradoxes in the society. As social media becomes increasingly expressive, consumers will be able to increasingly influence other consumers with their opinions and experiences . The influence that corporate advertising has on shaping buying behaviour will diminish accordingly. Because social media is low cost and bias free, it will be the future of marketing communications. Collaboration can also be a new source of innovation. Marketers today no longer have full control over their brands because they are now competing with the collective power of the consumers. Collaboration begins when marketing managers listen to the consumers’ voices to understand their minds and capture market insights. A more advanced collaboration takes place when consumers themselves play the key role in creating value through cocreation of products and services. Marketing 3. 0 is not about companies doing public relations. It is about companies weaving values into their corporate cultures. Profit will result from consumers’ appreciation of these companies contribution to human well being. Chapter 2 The year 1989 proved to be the tipping point for marketing as well. The personal computer had entered the mainstream and the internet was born as a strong complement in the 1990s. Technology also drives the rise of the creative market, i. e. more spiritual in viewing the world. Given the rise of more engaged consumers, the 3i model (identity, integrity amp; image) will be essential for all marketing practitioners to effectively handle positioning, differentiating and branding. Marketing in culmination will be a consonance of 3 concepts: identity, integrity and image. Marketing is clearly defining your unique identity and strengthening it with authentic integrity to build a strong image. Marketing 3. 0 offers not just a concept, but detailed notes on how it can be implemented and practiced by corporates. Chapter 3 To market the company’s or products mission to consumers, companies need to offer a mission of transformation, build compelling stories around it and involve consumers in accomplishing it. Defining a good mission starts with identifying small ideas that can make a big difference. To convince consumers that your stories are authentic, engage them in conversation about your brand. Customer empowerment is the key to making a difference. Chapter 4 Corporate culture is about integrity. It is about aligning the shared values and common behaviour of employees. In the context of the forces at work, corporate culture should be collaborative, cultural and creative. It should transform the lives of people employees and empower employees to transform the lives of others. Permission to play values is the basic standards of conduct that the employees should have when they join the company. Aspirational values are values that a company lacks but the management hopes to achieve. Accidental values are acquired as a result of common personality traits of employees. Core values are the real corporate culture that guides employees’ actions. Shaping a corporate culture means aligning shared values and common behaviour. Good values are the ones aligned with the forces at work: collaborative technology, globalisation driven cultural transformation and the rising importance of creativity. Hence, good values are those that stimulate and nurture the collaborative, cultural and creative sides of employees. Chapter 5 Technology enabled forces of globalisation to work. Channel management begins with finding the right channel partners with similar purpose, identity and ultimately values. Partners with compatible values will be able to deliver the stories convincingly to consumers. To bring the partnership one step forward, companies should integrate with the partners to bring integrity to the stories. Companies such as ITC limited play an important role in partnering with the poor to distribute their products in the rural areas. Chapter 6 Long term driven capitalism will make a significant contribution and they encourage shareholders to be more patient in their investments. To convince shareholders, a company’s management needs to formulate and communicate the corporate vision in addition to its mission and values. The corporate vision should embrace the concept of sustainability as it will determine competitive advantage in the long run. The company needs to communicate to its shareholders that adoption of sustainable practices will improve cost productivity, lead to higher revenue growth and improve corporate brand value. Chapter 7 A company should choose to promote issues based on three criteria: the relevance with its vision-mission values, the business impact, and the social impact. Companies should also act as good corporate citizens and address social problems within their business models. Companies are traditionally started for the purpose of making a profit through satisfying some set of market wants and desires. If they succeed and grow, they will usually receive requests to make donations to worthwhile causes. Overtime, the public begins to expect companies to operate as engines for social-cultural development and not engines for profit making. Some companies may react to this by building social challenge into the very fabric of their character. At this time, they transform the society and they have entered the marketing 3. 0 stage. Chapter 8 Poverty remains a core issue facing humankind. The distribution of income is in the shape of a pyramid rather than a diamond, with too many poor at the base of the pyramid. But pyramids can be converted to diamonds by empowering the poor. 1. Micro lending to the poor, especially women, who use the money in a productive way and show very high rates of payment. . Encourage the formation of Social business enterprises (SBE’s). The company can be positioned as a ‘hero for the poor’ or as a company that ‘teaches people how to fish instead of giving them free fish’. A SBE helps to improve their lives by providing affordable products and income generating opportunities. SBE’s offer the promise of rescuing the poor people by giving them opportunities and by using a modified marketing mix that makes their product and service offerings more affordable and accessible to the poor. Chapter 9 In this chapter, the importance of value based companies moving towards a green commitment is explained. Benefits include lower cost, better reputation and motivated employees. Three forces act for the building of the same. 1. Innovators- The innovator invents/innovates products that have the potential to save the environment via scientific research of major new green innovations. These products reverse the damage done and do not damage the environment. The innovations produce major impacts on the environment because they are used globally in the long run manner. . Investors- These are company that finance companies and individuals to do research projects in external companies or their own companies. 3. Propagator- These are companies that create environment ambassadors by spreading the values of protecting the earth to employees and consumers. It forms the critical mass or the support system that will purchase the products sold by the innovator and which will support the positive co ntribution of the investor. When all these roles act in the same market and collaborate, the green market is reinforced. Companies that promote environmental sustainability are practicing marketing 3. 0. Chapter 10 Customers are more aware, more active, and more powerful than ever before. Marketing 3. 0 shows you how to demonstrate you relevance to this interconnected, global community, giving you an unmatched guide to winning in this new age of marketing. The growth of social networks make it easier for people to talk about existing companies, products and brands in terms of their functional performance as well as their social performance. The new generation is much more attuned to social issues and concerns than ever before. Finally the book closes by talking about the ten credos of marketing 3. 0. The company fulfilling the mentioned ten doctrines is said to be practicing marketing 3. 0. 1. Love your customers, respect your competitors. 2. Be sensitive to change, be ready to transform 3. Guard your name, be clear who you are 4. Customers are diverse, go first to those who can benefit most from you. 5. Always offer a good package at a fair price 6. Always make yourself available, spread the good news. 7. Get your customers, keep and grow them. 8. Whatever your business, it is a service business to the nature. . Always refine your business process in terms of quality, cost and delivery. 10. Gather relevant information, but use wisdom in making your final wisdom. OVERVIEW OF THE BOOK Mktg 1. 0 represented  an effort to establish the superior performance of a product (Tide cleans better, Volvo is safety,)  In Mktg 2. 0; marketing added an emotional dimension to strengthen  its appeal to prospective cu stomers. We are entering Mktg 3. 0 where marketers are  adding a human spirit dimension. Mktg 1. 0 and 2. 0 is how about a product or offering will serve you. Mktg  3. is how a product and its company are sensitive to social and economic issues that are a concern to everyone. Companies that conduct themselves ecologically and create real value that  aligns with the social good will  be competitively favoured. The best companies right now, such as S. C. Johnson, are creating products, services, and company cultures that lead, inspire, and reflect the values of their customers. A key observation in this book is on Globalization as one of the trends that have influenced the emergence of Marketing 3. 0. The book calls it the ‘Globalization Paradox’ and quotes three instances of the same. First, the idea that capitalism does not require democracy which is exemplified by China – open markets do not mean open politics. The second paradox is explained as unequal distribution of wealth and the case in point is India with 50 Billionaires in one hand and 1 Billion of the population living with less than a dollar a day. And the third paradox is that the Global culture further strengthens the traditional culture as global cultural Brands gives direction owing to the increased awareness and concern in people about larger social issues. Another great thought in the book is about the age of creativity and human spirit marketing. In the information age, people are no longer willing to take brands at face value. What consumers are saying is not just, ‘What are you giving me? ’ but ‘Where do you come from? ’ and ‘What is the impact of my buying? ’ The new buzzwords are not just Value or Benefit, but include Authenticity and Social Impact as well. Thus, collaborative marketing and cultural marketing is considered as a breakthrough to the future. Relevance of Marketing 1. 0 amp; 2. 0 to Marketing Concept 3. 0 But marketing 1. 0 and 2. 0 still have some relevance. Marketing is still about developing segmentation, choosing the target segment, defining the positioning, providing the four P’s and building brand around the product. However, the changes in the business environment-recession, climate concerns, new social media, consumer empowerment, new wave technology, and globalisation- will continue to create a massive shift in marketing practices. Legendary marketing sage Philip Kotler and his colleagues Hermawan Kartajaya and Iwan Setiawan have identified this definitive break with new model imbued as Marketing 3. 0. Moving beyond product-based (Marketing 1. ) and consumer-based (Marketing 2. 0) approaches, Marketing 3. 0 takes a holistic approach to customers as multidimensional, values-driven people, even as potential collaborators. Unlike traditional marketing that emphasizes rational (mind) and emotional (heart) benefits to a consumer, Marketing 3. 0 includes a third dimension – ‘spirit. ’ The authors have cited m any examples in various parts of this book to strengthen this concept of Marketing 3. 0. Organizations will need to define themselves not just in terms of products and profitability, but in terms of their values and larger connect with the community. Marketing 3.0 Essay Example Marketing 3.0 Essay Marketing 3. 0 Authors : Philip Kotler Hermawan Kartajaya Iwan Setiawan ISBN No: 978-81-265-2619-2 INTRODUCTION In this new book, written by Iwan Setiawan, Hermawan Kartajaya and Philip Kotler titled Marketing 3. 0: Values-Driven Marketing or the human-centric era is the age where consumers will be treated as human beings who are active, anxious, and creative. They define Marketing 1. 0 as a product-centric era, marked with the famous saying of Henry Ford, Any customers can have a car painted any colour that he wants as long it is black. When it comes to todays information age where consumers are well informed and can compare several value offerings of similar products, then the product value is defined by the consumer. They called it Marketing 2. 0 or customer-centric era. Marketing 3. 0 thinks about consumers as whole humans with hearts, minds and spirits. From Ford’s any colour you want, as long as it is black (Marketing 1. 0), to Customer is the King (Marketing 2. 0); marketing has evolved into a collaborative exercise which is defined as the marketing 3. 0. Marketing 3. clearly lays out the authors key ideas and gives you real-world examples so you can implement Marketing 3. 0 practices at your organization. Customers have realized that their purchasing power has a global impact, and they are acting accordingly and talking to each other about the choices they make. Marketing 3. 0 explains how you can engage this conversation, position your brand as a positive force in the world, and collaborate successful ly with customer-advocates. Marketing 3. 0 takes a holistic approach to customers as multidimensional, values-driven people, even as potential collaborators. We will write a custom essay sample on Marketing 3.0 specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing 3.0 specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing 3.0 specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Marketing 3. 0 explores how brands have an impact on issues such as poverty. Socio-cultural change and environmental sustainability. It also looks at how values-driven marketing affects employees, channel partners, and shareholders. The new model for marketing-Marketing 3. 0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. Leading companies realize they must reach these highly aware, technology-enabled customers, and that the old rules of marketing wont help them do this. Instead, they must create products, services, and corporate cultures that inspire, include, and reflect their customers values. With the human spirit being the key driver across an organization’s vision, mission and values,   it’ll be a major overhaul for most of us to move beyond the Segment – Target – Promotion (STP) approach and adopt a more inclusive approach. Products can no longer be sold in isolation. Consumers search for companies that meet their deepest needs for social, economic and environmental justice in their mission, vision and values. Not for only functional and emotional fulfilment but also human spirit fulfilment in the products and services they choose. In Marketing 3. 0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Examines companies that are ahead of the curve, such as S. C. Johnson. The values of S. C Johnson amp; Son are rooted in the concept of the triple bottom line: economic value, environmental health and social progress. To target the minds, hearts and spirit of current and future employees, the company uses the triple bottom line concept. By saying that the company’s fundamental strength lies in its people, it targets the mind. To target the heart, the company hires mothers and was dubbed one of the 100 best companies for working mothers. By offering the opportunity to do what’s right for the environment and social sustainability, the company targets the spirit. Marketing 3. is about changing the way consumer do things in their lives. When a brand brings transformation, consumers will unconsciously accept the brand as part of their lives. This is what human spirit marketing is all about. A brand possesses great characters when it becomes the symbol of a movement that addresses the problems in the society and transforms people’s lives. Example Colgate, a brand with a mission to make people smile is running a consumer empowerment program called Smile. It encourages consumers to post photos of their smiles and connect with others participating in the program. CHAPTER WISE SUMMARY Chapter 1 In this chapter, Marketing 3. 0 is the era where marketing practices are very much influenced by changes in consumer behaviour and attitude. It is the more sophisticated form of the consumer-centric era where the consumer demands more collaborative, cultural and spiritual marketing approaches. New wave technology enables people to turn from being consumers into prosumers. One of the enablers of new wave technology is the rise of social media. Social media is classified in two types: 1. Expressive social media that include blogs, twitter, face book, photo sharing sites like flickr and other social networking sites. . Collaborative social media that includes sites such as Wikipedia, Craiglist etc. Technology drives globalisation of the legal, political, economy and social culture landscape, which creates cultural paradoxes in the society. As social media becomes increasingly expressive, consumers will be able to increasingly influence other consumers with their opinions and experiences . The influence that corporate advertising has on shaping buying behaviour will diminish accordingly. Because social media is low cost and bias free, it will be the future of marketing communications. Collaboration can also be a new source of innovation. Marketers today no longer have full control over their brands because they are now competing with the collective power of the consumers. Collaboration begins when marketing managers listen to the consumers’ voices to understand their minds and capture market insights. A more advanced collaboration takes place when consumers themselves play the key role in creating value through cocreation of products and services. Marketing 3. 0 is not about companies doing public relations. It is about companies weaving values into their corporate cultures. Profit will result from consumers’ appreciation of these companies contribution to human well being. Chapter 2 The year 1989 proved to be the tipping point for marketing as well. The personal computer had entered the mainstream and the internet was born as a strong complement in the 1990s. Technology also drives the rise of the creative market, i. e. more spiritual in viewing the world. Given the rise of more engaged consumers, the 3i model (identity, integrity amp; image) will be essential for all marketing practitioners to effectively handle positioning, differentiating and branding. Marketing in culmination will be a consonance of 3 concepts: identity, integrity and image. Marketing is clearly defining your unique identity and strengthening it with authentic integrity to build a strong image. Marketing 3. 0 offers not just a concept, but detailed notes on how it can be implemented and practiced by corporates. Chapter 3 To market the company’s or products mission to consumers, companies need to offer a mission of transformation, build compelling stories around it and involve consumers in accomplishing it. Defining a good mission starts with identifying small ideas that can make a big difference. To convince consumers that your stories are authentic, engage them in conversation about your brand. Customer empowerment is the key to making a difference. Chapter 4 Corporate culture is about integrity. It is about aligning the shared values and common behaviour of employees. In the context of the forces at work, corporate culture should be collaborative, cultural and creative. It should transform the lives of people employees and empower employees to transform the lives of others. Permission to play values is the basic standards of conduct that the employees should have when they join the company. Aspirational values are values that a company lacks but the management hopes to achieve. Accidental values are acquired as a result of common personality traits of employees. Core values are the real corporate culture that guides employees’ actions. Shaping a corporate culture means aligning shared values and common behaviour. Good values are the ones aligned with the forces at work: collaborative technology, globalisation driven cultural transformation and the rising importance of creativity. Hence, good values are those that stimulate and nurture the collaborative, cultural and creative sides of employees. Chapter 5 Technology enabled forces of globalisation to work. Channel management begins with finding the right channel partners with similar purpose, identity and ultimately values. Partners with compatible values will be able to deliver the stories convincingly to consumers. To bring the partnership one step forward, companies should integrate with the partners to bring integrity to the stories. Companies such as ITC limited play an important role in partnering with the poor to distribute their products in the rural areas. Chapter 6 Long term driven capitalism will make a significant contribution and they encourage shareholders to be more patient in their investments. To convince shareholders, a company’s management needs to formulate and communicate the corporate vision in addition to its mission and values. The corporate vision should embrace the concept of sustainability as it will determine competitive advantage in the long run. The company needs to communicate to its shareholders that adoption of sustainable practices will improve cost productivity, lead to higher revenue growth and improve corporate brand value. Chapter 7 A company should choose to promote issues based on three criteria: the relevance with its vision-mission values, the business impact, and the social impact. Companies should also act as good corporate citizens and address social problems within their business models. Companies are traditionally started for the purpose of making a profit through satisfying some set of market wants and desires. If they succeed and grow, they will usually receive requests to make donations to worthwhile causes. Overtime, the public begins to expect companies to operate as engines for social-cultural development and not engines for profit making. Some companies may react to this by building social challenge into the very fabric of their character. At this time, they transform the society and they have entered the marketing 3. 0 stage. Chapter 8 Poverty remains a core issue facing humankind. The distribution of income is in the shape of a pyramid rather than a diamond, with too many poor at the base of the pyramid. But pyramids can be converted to diamonds by empowering the poor. 1. Micro lending to the poor, especially women, who use the money in a productive way and show very high rates of payment. . Encourage the formation of Social business enterprises (SBE’s). The company can be positioned as a ‘hero for the poor’ or as a company that ‘teaches people how to fish instead of giving them free fish’. A SBE helps to improve their lives by providing affordable products and income generating opportunities. SBE’s offer the promise of rescuing the poor people by giving them opportunities and by using a modified marketing mix that makes their product and service offerings more affordable and accessible to the poor. Chapter 9 In this chapter, the importance of value based companies moving towards a green commitment is explained. Benefits include lower cost, better reputation and motivated employees. Three forces act for the building of the same. 1. Innovators- The innovator invents/innovates products that have the potential to save the environment via scientific research of major new green innovations. These products reverse the damage done and do not damage the environment. The innovations produce major impacts on the environment because they are used globally in the long run manner. . Investors- These are company that finance companies and individuals to do research projects in external companies or their own companies. 3. Propagator- These are companies that create environment ambassadors by spreading the values of protecting the earth to employees and consumers. It forms the critical mass or the support system that will purchase the products sold by the innovator and which will support the positive co ntribution of the investor. When all these roles act in the same market and collaborate, the green market is reinforced. Companies that promote environmental sustainability are practicing marketing 3. 0. Chapter 10 Customers are more aware, more active, and more powerful than ever before. Marketing 3. 0 shows you how to demonstrate you relevance to this interconnected, global community, giving you an unmatched guide to winning in this new age of marketing. The growth of social networks make it easier for people to talk about existing companies, products and brands in terms of their functional performance as well as their social performance. The new generation is much more attuned to social issues and concerns than ever before. Finally the book closes by talking about the ten credos of marketing 3. 0. The company fulfilling the mentioned ten doctrines is said to be practicing marketing 3. 0. 1. Love your customers, respect your competitors. 2. Be sensitive to change, be ready to transform 3. Guard your name, be clear who you are 4. Customers are diverse, go first to those who can benefit most from you. 5. Always offer a good package at a fair price 6. Always make yourself available, spread the good news. 7. Get your customers, keep and grow them. 8. Whatever your business, it is a service business to the nature. . Always refine your business process in terms of quality, cost and delivery. 10. Gather relevant information, but use wisdom in making your final wisdom. OVERVIEW OF THE BOOK Mktg 1. 0 represented  an effort to establish the superior performance of a product (Tide cleans better, Volvo is safety,)  In Mktg 2. 0; marketing added an emotional dimension to strengthen  its appeal to prospective cu stomers. We are entering Mktg 3. 0 where marketers are  adding a human spirit dimension. Mktg 1. 0 and 2. 0 is how about a product or offering will serve you. Mktg  3. is how a product and its company are sensitive to social and economic issues that are a concern to everyone. Companies that conduct themselves ecologically and create real value that  aligns with the social good will  be competitively favoured. The best companies right now, such as S. C. Johnson, are creating products, services, and company cultures that lead, inspire, and reflect the values of their customers. A key observation in this book is on Globalization as one of the trends that have influenced the emergence of Marketing 3. 0. The book calls it the ‘Globalization Paradox’ and quotes three instances of the same. First, the idea that capitalism does not require democracy which is exemplified by China – open markets do not mean open politics. The second paradox is explained as unequal distribution of wealth and the case in point is India with 50 Billionaires in one hand and 1 Billion of the population living with less than a dollar a day. And the third paradox is that the Global culture further strengthens the traditional culture as global cultural Brands gives direction owing to the increased awareness and concern in people about larger social issues. Another great thought in the book is about the age of creativity and human spirit marketing. In the information age, people are no longer willing to take brands at face value. What consumers are saying is not just, ‘What are you giving me? ’ but ‘Where do you come from? ’ and ‘What is the impact of my buying? ’ The new buzzwords are not just Value or Benefit, but include Authenticity and Social Impact as well. Thus, collaborative marketing and cultural marketing is considered as a breakthrough to the future. Relevance of Marketing 1. 0 amp; 2. 0 to Marketing Concept 3. 0 But marketing 1. 0 and 2. 0 still have some relevance. Marketing is still about developing segmentation, choosing the target segment, defining the positioning, providing the four P’s and building brand around the product. However, the changes in the business environment-recession, climate concerns, new social media, consumer empowerment, new wave technology, and globalisation- will continue to create a massive shift in marketing practices. Legendary marketing sage Philip Kotler and his colleagues Hermawan Kartajaya and Iwan Setiawan have identified this definitive break with new model imbued as Marketing 3. 0. Moving beyond product-based (Marketing 1. ) and consumer-based (Marketing 2. 0) approaches, Marketing 3. 0 takes a holistic approach to customers as multidimensional, values-driven people, even as potential collaborators. Unlike traditional marketing that emphasizes rational (mind) and emotional (heart) benefits to a consumer, Marketing 3. 0 includes a third dimension – ‘spirit. ’ The authors have cited m any examples in various parts of this book to strengthen this concept of Marketing 3. 0. Organizations will need to define themselves not just in terms of products and profitability, but in terms of their values and larger connect with the community.