Mytaxi (Intelligent Apps Gmbh) Extension from Germany to the Philippines Essay Example for Free

Mytaxi (Intelligent Apps Gmbh) Extension from Germany to the Philippines EssayOriginal paper is full of Appendices. You may get in touch with me if you would like to draw a copy of the FULL VERSION with external links, charts, images, etc. PROJECT PROPOSAL my taxicab HOME plain Germany TARGET COUNTRY Philippines OBJECTIVE To expand the usage of the myTaxi (Intelligent Apps GmbH) coating to Filipino Smartphone Users-Taxi Drivers PRODUCT INFORMATION Developed by Niclaus Mewes and Sven Kuelper in 2009, myTaxi is a Smartphone masking that directly connects Taxi device driver and passenger, enabling more efficient pick-up and drop-off transportation services. CATEGORY Travel / Transportation TARGET USERS Taxi Drivers, Taxi Passengers, Taxi Corporations CURRENT food market placeS (Domestic) Germany Berlin, Bonn, Cologne, Dortmund, Dusseldorf, Frankfurt, Hamburg, Hannover, Leipzig, Munich, Nuremburg, Stuttgart, Sylt (Regiocentric) Vienna Austria Spain Barcelona, capital of Spain Poland warfaresaw (Geocentric) Washington D. C. , United States of America Currently Under ripening In (Germany) Augsburg, Braunschweig, Bremen, Darmstadt, Essen, Heilbronn, Gera, Kaiserslautern, Karlsruhe, Kassel, Leverkusen, Mainz, Offenbach, Potsdam, Salzburg, Wiesbaden, WurzburgDomestic Market Conditions (2012) play of Taxi Passengers Per Year 260 jillion est. bring Revenue in Taxi shape ups 2. 6 billion Euros Number of industrious Subscriptions 114. 2 million Smartphone Market Penetration 53% Number of 3G/4G Subscriptions 53. 2 million 3G Market Penetration 65% REQUIREMENTS Smartphone (Android or iOS), Internet (at to the lowest degree 500 MB) AVAILABILITY iTunes (Apple Store) for Apple Google Play for Android PRICE For Passengers FREE DOWNLOAD (Application) criterion Taxi fares apply with no additional costs for using myTaxi (Transportation Service) For Drivers 2,75% (net) for every(prenominal) service mediated via myTaxi HOW IT WORKS For Passengers Immediately up on opening the application, myTaxi uses GPS to pin point the drug users location. The app will then locate all of the available myTaxis in the area. The user can then send a pick-up request, as well as specify a destination (optional). Once a pick-up is confirmed, the user can see the drivers information name, vehicle registration, as well as his rating from other myTaxi users.The user can then track the progress of the Taxi until it picks him up. For Drivers Taxi drivers need to register with myTaxi in order to be place of the system of rules. This can be done via the myTaxi application, at a myTaxi office, or on the mytaxi. net website . Upon acceptance of a pick-up request, the driver receives the application users roving account in case of extenuating circumstances, such as a traffic jam. FEATURES Favorite Drivers Drivers can not only be rated, but withal be saved and prioritized for future trips. Fare Calculator Cost transparency via the integrated fare calculator that may be used before appointment a trip. Flexible Payment Options Users can pay with cash or use credit, debit, or even PayPal. myTaxi has pioneered the cashless and even cardless payment of Taxi trips through the application . Advanced reserve Bookings can be made up to four days in advance of the users desired pick-up date, time, and place. Personalized Booking Options Eco-taxis, 5-star Taxis, Airport trips, Luggage, Pet-friendly Taxis, Number of expected passengers TERMS AND CONDITIONSFor Passengers I. Performance of myTaxi II. Second amendment and termination of service III. Availability IV. Liability V. General stipulations of the user VI. Responsibility for Content VII. lowest Provisions For Taxi Driver I. Gratuitous services of myTaxi II. Settlement of mediation services III. Payment IV. Amendment and termination of service V. Availability VI. General obligations of the user VII. Obligation to accept transfer order VIII. Termination of contract / disqualification of use I X. Rating system X. Responsibility for content XI. Final provisionsFor Business Accounts I. Contract II. contractual obligations of the contractor III. Invoicing by myTaxi IV. Employee Training V. Liability VI. Term and Termination VII. External representation of cooperation VIII. Of assignment, final provisions EXISTING PARTNERSHIPS Car2Go HRS Ds Hotelportal Miles More Lufthansa Samsung T supple AirPlus International myTaxi is an innovative application that combined two different industries The first is the relatively stable Transportation Industry, wherein passengers are given the option to commute semi-privately via Taxi.The sec is the new and booming Smartphone + Internet Industry. The combination of both industries created a product (the application) AND service (the features) that covers both the daily transportation needs of commuters with their want of efficiency, reliability, and personalization in line of reasoning with the lifestyle of Today. With all this in mind, i t is no surprise that myTaxi first focused on its domestic market to establish its name and create awareness of what they have to offer.Following their domestic success, myTaxi marketed itself to its immediate neighboring countries, a strategic move on their part, since their popularity would logically trickle itself to those right next to them, and not those far forth being involved in Travel and Transportation, this was clearly a logical step. The real trick however, to merchandising myTaxi was through partnerships with individual Taxi drivers and Taxi cargo companies, and with complementary product brands, such as Samsung wherein the application is pre-installed in all their Smartphone units. Its strength lies mostly in its reputation.In its attempt to expand to the U. S. market, myTaxi had to compete with a few competitors, as the U. S. already had a few Taxi applications to choose from, depending on which city you were in. However, because of its popularity, its brand stren gth boasting to already have 2. 3 million users, it was able to secure a partnership with the D. C. Taxicab Commission. With their endorsement, myTaxi managed to escalate itself as more legitimate in the eyes of the market than its competitors. Lastly, one mustiness consider that being a pioneer, myTaxi has been and is still reaping the benefits of the First Mover Advantage.It has already created its niche in the Transportation Industry and is transforming the preexisting Taxi market as well. myTaxi was already hailed as one of the top applications of 2012. TARGET MARKET INFORMATION TARGET MARKET Metro Manila NCR, Philippines (Lower-Middle Income) (Market Capitalism constitutional democratic republic) habitual DEMOGRAPHICS Population 103,775,002 (Philippines, July 2012) 21,050,000 (Metro Manila, 2010) Size 638. 55 km2 (Total Area) with a density of 18,567/km2 Rate of Urbanization 2. 3% (2010-2015 estimated) annual rate of change Currency Philippine Pesos (? Currency lump Rate 2. 6% (March 2012) VEHICLES AND TRAFFIC Number of Motor Vehicles Registered 1,740,812 (2012) approx. 30% of total 6,316,522 Number of Motor Vehicles Registered by Classification for the entire PH Private 5,410,783 (2012) approx. 86% of total 6,316,522 For Hire 840,974 (2012) approx. 13% of total 6,316,522 Number of Taxis 40,000 (2009) for the entire PH Annual Average Daily job approx. 10,927,245 (2011) vehicles approx. 4,049,314 caused by Passenger Cars (37%) approx. 2,195,860 caused by public utility company Passengers (20%)Number of Apprehended Drivers 14,439 (2012) approx. 2% of total 761,743 Committed Traffic Violations 1. RA 8750 Seatbelt Use Act 2. No CR/OR On Hand 3. obstructer 4. Student Driver Operating an MV w/o Accompanying Licensed Driver 5. Driving w/o License 6. Unregistered/ hinder MV Registration 7. Reckless Driving 8. Driving w/ Delinquent/Invalid, Suspended, Ineffectual or Revoked License 9. No Brake Light 10. No EWD Carried restless PHONES AND INTERNET Number of Internet Users 33. 6 million (2012) Internet Usage Growth Rate 11% (2012) Smartphone Sales Value $606. 5 million (2011)Number of Smartphone Subscribers 15 million (2012) Smartphone Subscribers Growth 38% (2012) Mobile Internet Users 24% of all Filipino Internet users on a daily basis 56% intend to access the Internet via restless phone in the next 12 months (2011) Leading Telecommunication Operators (Q1 2012) Smart Communications, Inc. Market Share 68% Mobile Connections 66. 1 million prepaid Subscribers 97% of total subscribers 3G Subscribers 24% of total subscribers Globe Telecom, Inc. Market Share 32% Mobile Connections 31 million Prepaid Subscribers 95% of total subscribers 3G Subscribers 27% of total subscribers OTHER STATISTICS Fuel Prices (as of 11 April 2013) Diesel ? 40. 00 per liter Unleaded ? 50. 72 per liter EXPANSION PLAN TO THE PHILIPPINES trend Statistics are not needed to see that there are too many cars in Metro Manila, more than what the roadst ead can actually accommodate. Traffic is a serious problem in the city, and though much can be said about the many reasons behind it, the reality remains that for every bus there are 50 cars on the road (Murphy, 2010).That is how congested the city roads are. There is definitely a need to limit the number of vehicles, or one day all movements on the streets will come to a stop. A more efficient and trustworthy Taxi-riding environment may hike people to commute more, instead of driving out in their own cars for the simplest errands, or from even buying their own. A more centralized and systematized Taxi system may also encourage more discipline in drivers AND passengers, for example lessening the number of pick-ups and drop-offs in the middle of the road. ADVANTAGES EASE Streets in the Philippines can be tricky .A lot of roads are not frequented by Taxis Taxis are usually already occupied when spotted on the main roads There are usually just certain places where Taxis are most avail able i. e. malls, markets Getting back from those places may be easy enough, but get there from wherever is the hard part. Hailing a Taxi is tedious and time-consuming in a busy city like Metro Manila. TRUST both(prenominal) for foreigners and locals alike, there is always a chance of hailing a cab that has a fixed Taxi Meter, and you only find out until it is too late. myTaxis Fare Calculator works against that.You may also experience a driver bent on swindling you for extra money just because you have luggage or are with someone in need of assistance. With myTaxis Personalized Booking Options, you can already pre-bargain with your Taxi driver and let him know what to expect from you. some(prenominal) additional costs need not be a surprise. SAFETY If youre in the middle of nowhere in the middle of the night, order a cab via myTaxi instead of walking around looking for one. FEEDBACK Taxi drivers usually have no fear because they answer to no one, or at least no one bothers to g o through the trouble of reporting them to their supervisors if they have one. yTaxi lets you provide feedback of your trip and your driver, removing them from the service if they have done you any wrong, or ensample future passengers. PRICE For Passengers Application remains free. For Drivers Following the 2,75% (net) for every service mediated by myTaxi Taxi Fare Flag Down Rate ? 20. 00 ? 1. 50 per 500 meters *There is a possibility however, of lowering the rate to 2% due to Taxi drivers generating a below-average income in the Philippines. Average Income of Taxi Drivers ? ,500. 00 per week MARKET ENTRY (Product Extension-Communication Adaptation) Product itself remains relatively unchanged, aside from the necessary calibrations for the myTaxi application to work in Metro Manila. Communication approach will have to be different however, as the Philippines is a completely new market to this type of peer-to-peer service . Communication approach to electric potential passengers wi ll also differ from potential drivers. Pre-Installed Application in Smartphones Units deployed to the Philippines will already have myTaxi pre-installed like in Germany -Pre-Installation leads to awareness that product is available Constantly seeing application will prime quantity customers interest Trying out what this application and how it works leads to its evaluation and trial Upon first successful order of Taxi, customer adopts to the usage of the application whenever a Taxi is needed, as well as becoming more confident in exploring its other features Product loyalty is established, as well as recommendation of it to peers -myTaxi avatar/widget to be included in the list of Product Features, both online and in print Personalized Proposals to Taxi Corporations Direct physical contact between myTaxi Sales Representative/s and owner/manager of Taxi friendship through a meeting -Email point of contact of Taxi corporation a myTaxi business plan and proposal -eAdvertisements Personalized Proposals to Individual Taxi Drivers -Group Learning and Information Sessions managed by myTaxi Sales Representative/s -Free trial stop consonant -Flyers distributed in strategic areas -eAdvertisements embark onnerships with Transportation-Related Government Offices to Aid in Endorsement of Service -Department of Transportation and Communications Land Transportation Office LTO http//lto. gov. ph/ -Metropolitan Manila Development Authority MMDA http//www. mmda. gov. ph/ Others -myTaxi stickers (on Taxis) to increase awareness and curiosity -myTaxi application to be featured in a local intelligence operationpaper articleLEGALITY AND REGULATIONS No known regulation for the usage of Smartphone applications in the Philippines. Application is an add-on to an already registered business whether by the individual Taxi driver or a Taxi Corporation thus, no taxes, licenses, permits, etc. involved. Political, legal, and regulatory environment poses no known risk. See also myT axi Term and Conditions. CHALLENGES Limited Features (cabs in the Philippines are not fitted out(p) for payments via debit, credit, or PayPal) Training on how to use the application (more for the drivers than the passengers) Investment on Smartphone and Mobile Internet Plan (many options are offered however by Smart and Globe) Hofstedes Cultural Typologies Power Distance word meaning and willingness to try application by the head/leading Taxi driver or owner/manager of a Taxi corporation is a must. Other drivers will easily follow erstwhile connection with the boss is established. Collectivistic Word-of-mouth will be the strongest marketing tool both for passengers and potential myTaxi drivers. Masculine Most if not all Taxi drivers in Metro Manila are male. This must be taken into consideration when marketing myTaxi to them. Expect assertive, challenging and highly skeptical questions. Uncertainty Avoidance Hypothetically no problems in getting Filipinos to accept myTaxi, espec ially once German origins are made known. Innovation especially American and European ones, are not seen as threatening. Use this as an advantage.Short-Term Orientation Acceptance of myTaxi now may be achieved, but users, both driver and passenger, may grow bored and/or negligent of the application in the future. Ensure that its long-run advantages are very appealing and well communicated to drivers. Create a dependence on myTaxi for passengers. Sources AJTP Information Center. (n. d. ). Road Transport Philippines Data file. Retrieved whitethorn 11, 2013, from http//www. ajtpweb. org/statistics/Philippines/road-transport-philippines Alternat1ve. (n. d. ). Philippine Gasoline Prices (P/li) Data file. Retrieved May 12, 2013, from http//www. alternat1ve. com/philippine-gas-prices. php Economic Impact of Traffic in Metro Manila PDF document. (2000).Retrieved on May 12, 2013, from http//d0ctrine. files. wordpress. com/2012/09/econ-impacts-of-congestion-coverchap-1-and-2. pdf Europe. (20 13). Retrieved May 1, 2013, from http//www. newmediatrendwatch. com/regional-overview/103- europe? start=1 Global mobile statistics 2012 Part B Mobile Web mobile broadband penetration 3G/4G subscribers and networks. (2012). Retrieved May 12, 2013, from http//mobithinking. com/mobile-marketing- tools/latest-mobile-stats/ bmobilebroadbandcountries Global mobile statistics 2013 Part A Mobile subscribers handset market share mobile operators. (2013). Retrieved May 12, 2013, from http//mobithinking. om/mobile-marketing-tools/latest-mobile-stats/atopmobilemarkets Globe Telecom. (n. d. ). In Wikipedia. Retrieved May 1, 2013, from http//en. wikipedia. org/wiki/Globe_Telecom myTaxi. (n. d. ). Retrieved May 1, 2013, from http//www. mytaxi. com/home. html Philippines. (n. d. ). In Wikipedia. Retrieved May 1, 2013, from http//en. wikipedia. org/wiki/Philippines Philippines 7th Fastest Internet Growth, seventeenth Largest Smartphone Population Worldwide. (n. d. ). Retrieved May 12, 2013, from ht tp//thebobbery. com/philippines-7th-fastest-internet-growth-17th-largest-smartphone-population-worldwide/ Smart Communications. (n. d. ). In Wikipedia.Retreived May 1, 2013, from http//en. wikipedia. org/wiki/Smart_ Communications Smartphone Reach Majority in all EU5 Countries. (2013). Retrieved May 1, 2013, from http//www. comscoredatamine. com/2013/03/smartphones-reach-majority-in-all-eu5-countries/ World Usage Patterns Demographics. (2013). Retrieved May 1, 2013, from http//www. newmediatrendwatch. com /world-overview/34-world-usage-patterns-and-demographics Ablott, M. (2012). Philippines mobile market becomes two-horse race. Retrieved May 10, 2013, from https// wirelessintelligence. com/analysis/2012/05/philippines-mobile-market-becomes-two-horse-race/336/ Bryant, M. (2012). 5 startup trends for 2012.Retrieved May 12, 2013, from http//thenextweb. com/insider/2012 /01/03/5-startup-trends-for-2012/ Hofstede, G. , Hofstede, J. H. , and Minkov, M. (2010). Philippines. In Cultures a nd Organizations Software of the Mind. Retrieved May 12, 2013, from http//geert-hofstede. com/philippines. html Kistner, A. (2012). Taxi 2. 0 Dispatch Firms Wage War over Smartphone App. In DER SPIEGEL (6/2012). Retrieved May 10, 2013, from http//www. spiegel. de/international/business/taxi-2-0-dispatch-firms-wage-war-over-smartphone-app- a-816685. html Meyer, D. (2012). MyTaxi rides into U. S. market with a trick up its sleeve. Retrieved May 11, 2013, from http//gigaom. om/2012/10/10/mytaxi-rides-into-u-s-market-with-a-trick-up-its-sleeve/ Murphy, D. (2010, November 29). too many private cars on Metro Manila roads. Message posted to http//opinion. inquirer. net/inquireropinion/letterstotheeditor/view/20101129-305923/Too-many-private-cars-on-Metro-Manila- roads Robles, A. C. (2012). The agony of Metro Manila commuters. Retrieved May 11, 2013, from http//www. gmanetwork. com/news/story/254898/news/specialreports/the-agony-of-metro-manila-commuters Steinmetz, T. (2012). Worlds larges t taxi booking app launches in US. Retrieved May 12, 2013, from http//www. eturbonews. com/31647/worlds-largest-taxi-booking-app-launches-us

The Ritz-Carlton Hotel Company L.L.C. Essay Example for Free

The Ritz-Carlton Hotel Company L.L.C. EssayThe Ritz-Carlton Hotel Company L.L.C is known in the hotel industry as the king of hoteliers. It is silk hat known for its exemplary and extraordinary service.The principles behind its service ar largely driven by the legacy of Ceaser Ritz, whose philosophy of service and innovations redefined the standards of service, dine and facilities for luxury in a hotel. In order to maintain its positioning in the market, the company has strived to enhance its core competencies and preventing them from becoming rigidities. The report aims to outline and exemplify how the Ritz-Carlton has utilise and could adopt tender-hearted Resources Management st swangy to propel it to a higher level in the industry.BACKGROUND AND ESSENCE OF SERVICEThe Ritz-Carlton Hotel Company L.L.C is a leader in the hotel and hospitality industry that specializes in the development and operation of luxury hotels for others. It currently has operations in the three maj or regions Asia/Pacific, Europe/ pose East and the Americans and Caribbean. (see Exhibit 1)Today the company is renowned for its exemplary and extraordinary service and painstaking attention to detail The key driver of it success was the legacy of Ceaser Ritz, whose philosophy of service and innovations redefined the standards of service, dining and facilities for luxury in a hotel setting endured long after his demise through his son Charles Ritz, who was an active board member of The Ritz-Carlton until his goal in 1977.As one would expect the measure of the satisfaction derived from personalization available is totally in the control of the clients. The Ritz-Carlton group realized this long cartridge holder past and has since developed an aggressive and proactive approach to innovation of it delivering of services to consistently exceed the expectations of the guests. As a result, the company has received all the major awards the hospitality industry and leading consumer organi zations can bestowThus in order to maintain its positioning in the market, the company has strived to enhance its core competencies and preventing them from becoming rigidities by constantly civilisation its runes to ensure sustainability and proactive evolution of it values and standards of service. The companys guiding principles are embodied in the Gold measures which encompass the values and philosophy by which it operates. They provide a guideline for the operational management of the hotels.Actions taken by Ritz-Carlton for the fulfilment of these standards imply Total Quality Management (TQM) philosophy that permeates the organization, customized programs, establishment of value Quality Indicators (SQIs) and merged Social Responsibility initiatives. However the heavy emphasis on human resources is probably the most critical component of it strategy. It based on the four aspects of Human Resources Management1.Planning2.Recruitment3.Development4.Review and appraisalRitz-Car ltons main product is guest experience that is personalize and beyond expectation.JOINING THE RITZ-CARLTON TEAMThe motto at Ritz-Carlton Hotel Company, L.L.C. is, We are Ladies and Gentlemen serving Ladies and Gentlemen. This motto exemplifies the prevenient service provided by all mental faculty members for which they receive a 7 day orientation starting on their source day at work.Ritz-Carlton alone integrates human resources and operations. Here the human resources and operations work together to select, orient, train and certify employees. They also ensure that the employees are highly empowered and remain profoundly involved in running the business.During these stolon seven days, employees are trained and sensitized on the key competencies required and the applicable ground rules to successfully coiffure their duties. Emphasis is put on understanding and encompass the golden standards and any other factors that would affect the satisfaction of the guests with the service s provided to them by the hotel.The seven days create by mental act aims at fundamentally misrepresenting the employees behaviour by adapting to the standard required by the company in order to achieve their business strategy as well as creating a memorable event.Ritz-Carlton believes that employees have to feel responsible for customer satisfaction, whileicipate in developing the companys vision, strategies and plans, ultimately becoming a part of the Ritz-Carlton mystiqueTo lengthen the reading days before hotel enterprisingnessAt the end of it, all the freshly hired employees are expected to understand and easily apply the company standards which include problem solving, detailed grooming, housekeeping and safety.Ritz-Carlton believes that only the finest ladies and gentlemen can maintain the companys distinguished Gold Standards. Therefore it puts a lot of emphasis on the selection of the first class candidates for its staffing requirements and it follows a Quality Selectio n Process (QSP) that involves conducting research with employees, customizing interviews, identification of candidates who are most likely to be the best performers in specific roles.Ritz-Carlton pays a lot of attention to the tracking and appraising of employees performance, reviewing and improving systems and procedures based on internal and external analysis. Then the first class selected candidates follow an ongoing training program that is as much part of the company Gold Standard rank.In the hospitality industry, most of the hotels have a soft opening and a real operation starts after a few weeks but it is different in Ritz-Carlton hotels. Ritz-Carlton aims to have everything right when the door opens to the first customers.The seven day countdown process is not just a training course for the candidates. It is actually a Ritz-Carlton standard procedure set before opening a new property. The first two days are the orientation days and the candidates become certified by attendi ng a five days training course which runs by the prepared employee trainers.I believe James McBride should not expand the seven day countdown process as it forget increase the cost of the hotel at it allow postponed the openingdays. The seven day countdown is a standard procedure which has been used in many Ritz-carton hotels and it worked properly in the other hotels.HOTEL OPENING PROCESSThe heptad solar day Countdown process was recognized as Ritz-Carltons best practice. However, this process was challenged by Collin, who represents Millennium Partners. The underlying challenge comes in two foldsFirst, can Ritz-Carlton open at higher occupancy rate (i.e. higher than 50% during the first month)?Second, can Ritz-Carlton reach to 80% of occupancy rate in a shorter amount of time (i.e. instead of 3-4 months)?Collin questioned that 7 days may limit to reach these targets (i.e. higher open occupancy rate and shorter time to reach 80% occupancy rate). It is unvoiced to acknowledge w hether or not 7 days is the limiting factor to achieve the target.Perhaps, it is more pragmatic to carry out research to study the stemma causes that contribute to these effects, instead of changing the best practice without considering the various repercussions (e.g. cost, reputation, organization process change etcetera). The consequences of changing the current best recipe may alter the business result, hence, impact the bottom, if not carefully plan and execute.Lets summarize the key activities of each days in Seven Days CountdownDay 1 OrientationDay 2 Departmental VisionDay 3 4 Technical training Handling Guest DifficultiesDay 5 7 Technical trainingSome areas of recruitment and selection can be further streamlined, e.g. a 2 days job fair can be reduced to 1 day, by changing some of the recruitment process, e.g. endure online registration, pre-interview online screening process. Besides, to meet the service fictional character, the HRP (Human Resource Planning) needs to c losely integrate with the organizational strategy, i.e. the forecast of occupancy rate, the time of recruitment and selection, training and development etc.To meet the targets as above-mentioned, it is paramount to plan in feed-forward approach, i.e. to set target of above 50% in first month, and to reach 80% occupancy rate in, say, 2 months. The HRP and marketing teamneeds to work hand on hand to match the supply and demand, of both customers and workforce sides. The HRP might forecast the head count needs to match the higher occupancy rate, e.g. in forecasting workforce number, by the deployment of both quantitative and qualitative methods.Besides, the demographic of the location and employees mobility might be the alpha factors to consider in this planning and execution process, e.g. the availability of skill-set in particular location. Any constraints in the availability of skill-sets may restrict the capabilities to match to the target sets. To enhance the training and achieve consistent quality of Ritz-Carlton, it is also possible to relocate the existing workforce from another location to the newly opening Ritz-Carlton, this will increase the quality and flawless in services.To achieve higher level of quality service and to reach to the higher occupancy rate in opening and subsequent months, the HRP may integrate the past experience of opening new hotels into current training session for employees. For example, the issues encountered in the past, from the very beginning stage, such as recruitment and selection, retention, to 7 days countdown of employees training, can be documented, and integrate in HRIS (Human Resource Information System), and translate into a practical case study, and to be used in the 7 days countdown process, as real case study will shorten the learning curve and stimulate learning process.Besides, to meet quality level, and foster learning, it is paramount to maintain high retention during the period from selection, and job offeri ng to 7 days countdown. This can be achieved through the current best practice (Exhibit 9), and also, providing employees the self-training material, such as CD, booklet, online training web portal.ConclusionIn a nutshell, Ritz-Carlton is selling experience, not selling hotel rooms, as such, to maintain the gold standard, it is important to embed the culture prior to full-occupancy level. Besides, the true nature of hotel business is about service, and more importantly, service business is perishable (not inventories), and intangibility, both the hotel artefacts, and also services, will work on the customers experience.Reference list1.Ritz-Carlton Hotel Company Wikipedia encyclopaedia (http//en.wikipedia.org/wiki/Ritz-Carlton_Hotel_Company)2.http//www.quality.nist.gov/PDF_files/RCHC_Application_Summary.pdf3.More details can be found at (http//www.ritzcarlton.com/corporate/about_us/gold_standards.asp).4.Harvard business School case study5.Ritz-Carltons Gold Standard Service (http// www.epmsonline.com)Appendix1The Golden Standards SummaryThe CredoThe Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission. We pledge to provide the finest personal service and facilities for our guests who will always jazz a warm, relaxed, yet refined ambience. The Ritz-Carlton experience enlivens the senses, instils well-being, and fulfils even the un explicit wishes and needs of our guests.MottoAt The Ritz-Carlton Hotel Company, L.L.C., We are Ladies and Gentlemen serving Ladies and Gentlemen. This motto exemplifies the anticipatory service provided by all staff members.Three Steps Of ServiceA warm and sincere greeting. Use the guests name. Anticipation and fulfilment of each guests needs. Fond farewell. Give a warm good-bye and use the guests name.Service ValuesI Am Proud To Be Ritz-Carlton I build strong relationships and create Ritz-Carlton guests for life I am always responsive to the expressed and unexpressed wishes and needs of our guests I am empowered to create unique, memorable and personal experiences for our guests I understand my role in achieving the Key Success Factors, embracing Community Footprints and creating The Ritz-Carlton Mystique I continuously seek opportunities to innovate and improve The Ritz-Carlton experience I own and immediately resolve guest problems I create a work environment of teamwork and lateral service so that the needs of our guests and each other are met I have the opportunity to continuously learn and larn I am involved in the planning of the work that affects me I am proud of my professional appearance, language and behavior I protect the secretiveness and security of ourguests, my fellow employees and the companys confidential information and assets I am responsible for uncompromising levels of cleanliness and creating a safe and accident-free environment.The 6th DiamondMystique Emotional Engagement FunctionalThe Employee PromiseAt The Ritz-Carlton, our Ladies and Gentlemen are the most important resource in our service commitment to our guests. By applying the principles of trust, honesty, respect, integrity and commitment, we nurture and maximize talent to the benefit of each individual and the company. The Ritz-Carlton fosters a work environment where diversity is valued, quality of life is enhanced, individual aspirations are fulfilled, and The Ritz-Carlton Mystique is strengthened.

Teaching and Learning in Clinical Practice

Teaching and Learning in Clinical PracticeThe usage of this essay is to outline the episode of commandment and schooling in clinical practice that I aim been involved. It will secern the significance of under penning theory of learn, It will demonstrate companionship and understanding teaching and learning methods relate with learning outcomes/objectives, assessment, and evaluation and quality assurance. It will also going to looking at the reflection that has been required to the teaching session base on the evaluation. I am going to use Gibbs (1988) Reflective Cycle. This model is a recognized frame field for my reflection. Gibbs (1988) consists of six stages to complete 1 turn which is adequate to improve my teaching practice continuously and learning from the experience for erupt practice in the prox.Learning is the act or action by which behavioural change, endureledge, skills and attitudes are acquired Boyd, et al. (1980) therefore learning is not skillful attend ing a class or reading books it is totally slightly ever-changing behaviours and attitudes, reflecting what has been taught by practicing. on that point are three sets of learning theory generally used in educational circles these are behaviourist, humanistic, and cognitive. For my teaching session I bring used Cognitive approach because the cognitive method is student-centred. In other words, as an adult learner, the students find out for themselves in a self-directed means Pritchard, A. (2008). check to Knowles, M.S. (2005) and Quinn, F.M Hughes, S (2007) cognitive learning is a great method that provides the means of knowledge, and goes strong beyond simple imitation of others. Conditioning can neer explain what you are learning from reading our web-site. This learning illustrates the importance of cognitive learning Conner, M. L. (2005).. Cognitive learning defined as the gaining of knowledge and skill by mental or cognitive executees. The procedures we have for manipul ating reading in our heads Cognitive processes include creating mental representations of physical objects and events, and other forms of information processing Thorners.L (2009). In cognitive learning, the individual learns by listening, watching, touching, reading, or experiencing and then processing and remembering the information. Cognitive learning might seem to be passive learning, because there is no repel movement. However, the learner is quite active, in a cognitive way, in processing and remembering newly incoming information.One of the most useful descriptive models operational of the adult learning process provided by Kolb (1984) suggesting that there are four stages in learning which follow from each other Concrete Experience is followed by Reflection on that experience on a personal basis. This may then be followed by the derivation of general rules describing the experience, or the application of cognise theories to it Abstract Conceptualisation, and thus to the construction of slipway of modifying the next occurrence of the experience Active Experimentation, leading in turn to the next Concrete Experience. All this may happen in a flash, or over days, weeks or months, depending on the topic, and there may be wheels within wheels process at the same m Muijs.D And Reynolds.D (2006),.According to Pritchard, A. (2008) the best(p) way for a person to learn depends on the person, of course. It is well know that people have different leaning styles that lead best for them. The best approach for a teacher to take is to address a variety of learning styles with their teaching jut out. It is also helpful to encourage students to understand their preferable leaning style. Teachers should make students aware of the various learning styles and encourage them to consider their preferred style as they complete their studies. Wragg.E.C (2004) recommended that teachers should create an environment with lots of tools for maturation an understanding o f the topic. I have provided PowerPoint slide and image from the web so that the students can learn in both way from the slide and image. I have applied them by allowing the students to be active participants discussing on the topic, monitoring students progress and ask lots questions and answer. Teachers should provide use of visual and verbal teaching methods as well as speak out loud student using technique. Student should think deeply and answer questions nigh the topic to further cave in their understanding. Incorrect answer can be a favorable thing as it helps the student recognise that they fill learn more to achieve purpose of the topic Conner, M. L. (2005).Cognitive learning strategies include case studies, explore, discussions, self-assessment and presentations. As an adult learner, I used PowerPoint presentation with good font size and good scope light as well as topic related image which can attracts the audience and grape their tension. The topic of the lesson I h ave prepared was based on the audience level and relevant for their future nursing career. According to NMC (2008) we have a duty to facilitate students of nursing, midwifery and specialist community unexclusive health nursing and others to develop their competence. I have a responsibility to teach based on current evidence, best practice and, where acceptable, validated research when it is available. According to Malcolm (2005) the Andragogical Model in adult learners has a self-concept of being responsible for their own decisions, for their own lives. Ones they arrived at that self-concept, they develop a deep psychological need to be seen by others and treated by others as being capable of self- counselor-at-law. This includes letting learners know how the topic is important to learn, showing learners how to direct themselves through information and relating the topic to their experiences. In addition, people will not learn until they are ready and motivated to learn. Often this requires helping them overcome inhibitions, behaviours, and beliefs about learning Conner, M. L. (2005).Lesson plan is one of the most important principles of good teaching so that the teacher can check that he/she keeping to time and actually what the content of her/his lesson is, as well as a framework for reflection and evaluation Pritchard, A. (2008) Thorners.L (2009) I have structured my lesson plan by asking myself about the title for the session, the graphic symbol of expected learning, about teaching and learning methods, length of time available, location of teaching session, access computer, internet resources, etc. I also think about the audience the number of learners and their study level or stage in training, and how will I know if the students understand? This is by assessing student In positive and formal way, questioning techniques, feedback from learners Knowles, M.S. (2005), Muijs.D And Reynolds.D (2006) and Surgenor.P (2010)I have also set out the aim and objec tives for my teaching session, that way the students know what to expect and also what they are expected to know by the end of the session. Surgenor.P (2010), Muijs.D And Reynolds.D (2006) explained that the goal of creating learning objectives is to provide a means of clarifying the purpose of teaching to ensure the lesson is successful and the objectives are achieved. Cl aboriginal identifying learning objectives improves the communication between the teacher and the learner. When the objectives of a teaching have been clearly identified and presented in an orderly progression, the desired learning outcomes will be attained.In this paragraph, I am going to reflect on the situation that taken place during my teaching session using Gibbs module which consist six stages. The cycle starts with a description of the situation, next is to analysis of the feelings, third is an evaluation of the experience, fourth stage is an analysis to make sense of the experience, fifth stage is a term inal of what else could I have done and final stage is an action plan to prepare if the situation arose again NHS, (2006). Dunn.L, (2002) and Wragg.E.C (2004) gave some reasons why reflection is require in the reflective practice. They state that a reflect is to generate the practice knowledge, assist an ability to adapt new situations, develop self-esteem and satisfaction as well as to value, develop and professionalizing practice. However, Jasper M (2003) explain that reflection is about gaining self-confidence, identify when to improve, learning from own mistakes and behaviour, looking at other people perspectives, being conscious and improving the future by learning the past.Description, I had a clinical teaching session PowerPoint presentation for my fellow students at London South confide University in January 2011. It was a 20 minutes teaching session based on nursing related topic I left home early as I wanted to mug my note. Unfortunately it was just a shame that I forgo t my student card and couldnt print my work for this result I was panicking but I managed to teach using the PowerPoint slides. I thought the students will come up with lots questions which would challenge me.Feelings, I was feeling nervous just before I begin to talk and during the number onefive minutes, and then things get much easier. Before I started to teach, I introduced myself and approached the students to build a good connection with them as I do not want them to feel bored as well as I myself was blank due to anxiety. My first approached was to ask them how much they know about the topic. The students were interested in the topic and they were quite knowledge about the topic. In this situation, I showed up my emphatic listening. According to Wold (2004) the emphatic listening is about the motivation to understand the other person not just judging the persons fact. Then, I start going through slides in detail each calculate and I ensured if the students could hear me as I was quite quickly spoken and coughing during talk due to mouth dryness. In the meantime I used non-verbal communication skills with them including using my body gesturers and facial expression. Body gesturers and facial expressions are referred as a non-verbal communication Surgenor.P (2010) and Jasper M (2003). As a result, the students gave a good collaboration and enjoyed the session until finished.Evaluating, I was pleased to see that the students did not disappoint with the session. I feel I make the make up decision to accompany and assess student if they could hear me in order to get my point. Furthermore, I could develop my confident to teach/communicate more effectively. Although Pollard.A, (2008), would describe it as a task-centre communication as one of the element caused the lack communication among teachers. My worry was that during my preparation it was not considered how I could handle my anxieties and nerves which be active my communication by talking quick or m ay not clear enough.In my analysis, generally the session went well because I used cognitive approach correctly and used appropriate teaching method. Point out that Pritchard, A. (2008) cognitive theory is a great theory to follow when teaching. I was poor with mouth dryness and talked quickly, it seemed because I was nerves, otherwise enjoyed good teaching. During my presentation it might have helped to have a print out note of my presentation so that I dont get blank and also I might have helped if it was considered how I will handle my own anxieties and nerves for example to have a bottle of water would have help to hydrate me. Study suggested that to practice my talk and keep a note of timings and any helpful stage direction as well as considering how to react under pressure. Study also shows that it is common to speak more quickly when nervous and therefore, it is useful to think of ways of slowing down at the beginning of your talk NHS (2006), Pollard.A, (2008), Skinner.D (20 10).The students were satisfied to learn new thing from the topic that has no previously done and learnt the important point of the session. I was satisfied with engaging students by asking questions and answering, student discussion and that they appeared to be knowledgeable. According to West, Clark and Jasper (2007) provide students with best opportunity for success during the assessment process it is essential to ensure they have a feasible workload for their stage of education that can enable them to learn as well as to work therefore I was giving them every opportunities to ask question and to discuses on the topic by assessing what they learnt and by asking questions which help students to build up their confidence.Conclusion, aft(prenominal) analysed the situation, I could conclude that I was able to know how important a good practice is valuing student respect them and treat them as an individual to discontinue a good teaching. I also gain knowledge the skills for effecti ve communication with the student weather I am nerves or anxious, I could communicate effectively with student such as approach the student, asking questions, be an active listening, show my understanding and support the encourage for further reading.There wasnt a lot I could have done in this situation I did ask students as much as I could and I was able to answer their question as well which makes me feel good. However, I could have challenged the students by kept a little bit more if I had print out my note. The Gibbs reflective method has helped me to learn from experience and has given me an insight on what I would do differently if the situation happened again. In the future I believe that I will be able to demonstrate and work closely with both service users to support them, by assessing their of necessity, reviewing risks, policies and procedures that apply to them.Action plan, for the future I will be able to give the best teaching practice because now I have gain more know ledge about how to prepare teaching session and how to teach. I am also aware that by assisting patients in many ways for example, help patients to contain uncomfortable feelings, by assessing what my symptoms are, I need to learn how to hide these symptoms and pretend to be more confident. For example, if my hands were shaking I wouldnt hold my notes in my hands. If my mouth does dry, then I would keep a bottle of water along. According to Pollard.A, (2008), often by finding ways of controlling the symptoms, you will find that you are no perennial feeling quite so anxious.During this essay I learnt the role of teaching and learning theory and I have developed skills and professional knowledge to work effectively with others. Also this essay helped me to develop my knowledge in teaching and learning and understand how the laws and policies are set up to give a better quality practice for teaching so I will use this for my future teaching in practice.I also learnt about individual n eeds in teaching and the important of approach to teach with student that promotes diversity and valuing differences, Self-esteem and positive group identity, fulfilment of individual potential, and, the full participation of all groups in society.

Lego The Famous Toy Brand In The World Marketing Essay

Lego The Famous Toy Brand In The World Marketing EssayToday, LEGO has turned into matchless of the most renowned toy brands in the world this is a character study about a LEGO intersection point and brand image. LEGO is only European country to occupy a place in the worlds top ten toy manufactures. LEGO outputs are produced in Denmark, the US, Switzerland and Korea and retailed through some 60,000 outlets in more than 130 countries. It is estimated that in the 50 days following its inception, some 203 billion LEGO element view as been produced. The LEGO Company organizes its business into four main categories the core business of play materials, family attractions, lifestyle products and media.LEGO external merchandise environment- the foodstuffing environment will present some opportunities and threats that stool fundamentally affect all element of the marketing mix we saw in this case the most notable things concerning the external environment of LEGO is that it is view ed as a strong brand. It had been part of the toy market for so long. The product in any case has a singular selling point. Toy of LEGO is aiming to capture a creative imagination and in like manner enable it to stand out in the market of dolls, cars, computer games etc so the alliance divides a product agree to the node needed. The management aims to ensure that at least one of every(prenominal) product LEGO sells is on offer in one of the outlets. Another positive aspect of the LEGO is the broad of products it sells and its ability to create products for children of all ages. They provide an opportunity for children. There has also been considerable extension of the brand to foreign of the toy market. The company has also faced considerable reductions in sales in several countries that become seen a downturn in their economic environment. bingle of the main federal agencys the brand has branched out is through the introduction of LEGO based theme parks in several count ries, including one in Windsor in UK. The main problem facing LEGO is the cultural change that is taking place in society as a whole. In todays world, children are much more attracted to the digital and technological world. Its management points out those only products of specific interest to children which match up to the companys stringent quality and standard are allowed to tolerate the LEGO brand. cram analysis chartStrengths A product with a history and to which all generations feel attached. Unique selling point capture a creative imagination, arrangement of play and problems of society Famous brand worldwide.. LEGO main weakness key point is products may not be as successful in the market and Lack of efficiency in production creation of broken down products which require recall. Difficulties in management production with demand for the most popular LEGO lines.Opportunities have successfully introduced line extension, which should help make stronger the brand. More child-ori ented products could be introduced under the brand name with the unique focus of the company, focus should be put on further thorough the media market, which is one of the major competitors in children entertainment.Now a days in this competitive world so many toys on the markets, many of which has more functions and are more difficult than LEGO and its connected products.When the child searching for the gift in local toyshop, hypermarket, toy superstore or even on the meshing premierely they think about LEGO because there are more choice available for the children. The choices available to the child may be extremely diverse or quite constrained.Consumer decision making process to the marketing decision made by LEGO -attracting people or help the using that product LEGO build a theme park for LEGO makes a product concord to the customer what they are need and they think as a consumer. Now today a parent, every one innovative LEGO understanding brings support memories of their chi ldhood. LEGO established a reputation for quality, adopting the slogan Only the best is good enough. They craft a product according to the age range 0 to 16+ and its not easy task because todays time is globalization time younger group like that type of product who made with extra technology or who fit with their modern life However, remaining competitive in the fast- paltry world of childrens toys means it must keep on within adjust with is ready to respond to the latest fads and fashions. For analyzing about product or invited to enjoy a variety of role playing experiences. Its also mental synthesis and rides are designed with children in mind. They give to chance for children to use their product for educational establishments there is also a category of learning material. Although the format of the product and coverage of the range used to be very much similar, the creative imagination it was designed to capture was exactly same. They make a product what can be afforded, where the spending priorities lie and how a purchasing decision is made. They did not design that type of product, which is not cheaply nor do expensive means they essential a product according to the todays common family income how much they are spend or preferred of their product. The company is continually searching for innovative and exciting way to move forward. There is some didactics which is defined how they work according to the customer needed-Conny stated there must be a shared pot throughout the company with a strong focus on the customer. This focus on the customer implied that LEGO had to clearly understand who its core customers are. So LEGO defined customer groups according to their level of affinity, starting with households that never or rarely buy LEGO products up to users who are true fans who spend a considerable amount on LEGO products.http//blogs.forrester.com/customer_experience/2009/11/lessons-from-lego-at-forresters-marketing-forum-emea-2009.htmlIt is also ma ke a product for educational establishments they also have categories for learning materials 7-16+ and developed a ranged called LEGO DAGTA that consists of products for kindergartens and schools. They make an innovative and engaging 30-hour political program introducing creative robotics to students in middle school. This student will be using humanities as a foundation for the exploration of past, present, and future inventions. The curriculum also includes a four-part Teachers Guide, activities correlated to national standards, digital resources, and reproducible student materials. Lego always build a reliable and such as type of product according to the gender. LEGO products aimed at the consumer are then split into eight different product programmes LEGO PRIMO, LEGO DUPLO LEGO SGALA etc. The LEGO SAGLA and LEGO SYSTEM belville sets are especially designed for the needs of the girls.Market systemLego is experiencing increasing challenges in the market mostly spurred by socio-c ultural and technological issues that certainly impact on each. A current economic crisis, consumer behavior changes as swell up as technological improvements are forcing Lego to improve its marketing strategy. Pursuing a new strategy Shared Vision with the purpose to re-vitalize the Lego Brand as a synonym to creative building fun and role play Lego aims to sustain its competitive advantage in the toys industry (Company Profile 2007). Hence, a solution to these challenges competency be seen in the pursuit of marketing activities establishing closer relations to stakeholders in order to sustain competitive advantage in the future. Theoretical Considerations Adhering to Hkanssons (2006) statement No Business is an Island the theoretical framework guiding the analysis of Question 1 (Q1) will be a network perspective. According to Gulatis (2000) view the economic environment becomes sharply more competitive, the firmThe LEGO Company has been making great moves lately, moves that are building the online presence of the company and rewarding loyal customers.I reckon playing with Legos as a child and they provided hours of entertainment Im very glad to see that the company and the Lego is healthy and growing, especially in this age of computers. Legos were one of the root toys I bought for my kids as I think its fantastic for childhood development and creativity skills.FromThe Long Tail, LEGO has done many other things than simply selling a product, which they do well. They have invited participation from customers who become a limitless supply of product designers.The LEGO Designerallows people to create their own poseur, share it and purchase it. As a result there are thousands of customer-created models in all kinds of categories, and the Lego Designers choose their favorites to feature on the site.The cover story ofWiredlast February, LEGO opened updevelopment of Mindstorm Robotics.Lego started by open sourcing the Mindstorm NXT software the core componen t of the robotics toolset. Coming later this summer, Lego will also release Firmware code for Software, Hardware and Bluetooth Developer Kits.This is an dire story of how a toy company started with a simple product and grew to take advantage of the technology of the age. Not only the technology but they have and increased their audience from children to those of us children that havent yet grown up.The companys vision is to become the worlds strongest brand among families with children in year 2005. LEGO position itself as The Power to Create in the minds of children and adults. Problem recognition Buying Behaviors Children are an important part of the family buying process. In addition to the obvious role that the children play as the user, they are also the buyers of the future. Children who plays with LEGO may be able to hold on to the adult due to brand awareness and brand loyalty formed at their early age. As LEGOs core target market are children age 0-16+, the company face gr eat challenges in developing products that appeal to the increasingly sophisticated demands of children. Children are moving into new markets. Children as young as seveninputRead morehttp//www.coursework.info/University/Business_and_Administrative_studies/Marketing/LEGO_has_been_around_since_1932__Today_L_L86258.htmlixzz0Z8IcCTSkLike every large company, Lego has a must subtlety you must do this the open source developer community has a can culture I do this because I want to, because I can. The value of the outside-in model is that it brings a different culture inside your company.Toy maker Lego reported a 60% rise in net profit in the first six months of 2009 as it said parents were turning to its classic products in the recession.

Comparison of Chinese and Western Advertising

Comparison of Chinese and Western AdvertisingAdvertising is not provided an economic phenomenon, save as well as a hea because phenomenon, which is a kaleidoscope, the verbal expression of social gardening. Linguists Wallace called the ads as the virtually heathenishly characterized social nomenclature among all the discourses. ending is a compound entirety, and e rattling community has its own unique culture. And language is an important part of culture, which mirrors the history and ethnic background of a country, as well as contains the peoples bread and butter style and view style. That is to say, the phylogeny of language has salt a manner abundant culture, the writing of which reflects the most profound connotation of culture. Thus, as a part of language, inevitably, advertisement language give the sack be influenced by culture. This thesis researches into the cultural differences amidst China and western countries reflected in publicizing language, in aim to make communication amidst China and western counties much easier.Key Words Advertisement cultural Differences Values National TraitI. IntroductionIn the age of information, advertising has become an important source of information for modern life. With the globalization of the economy, advertising is comely a dry landwide commercial activity nowadays. As contrasting kinds of culture conflicted with each other, any commercial advertising can not only play in the information conveying commodities, but excessively ease up a mission of cultural dissemination. Different cultural backgrounds, variant values breed antithetical advertising creativity. The study is attempted to search the cultural differences between China and western countries through various examples, with the purpose of getting better understanding of the ontogeny trend of advertising twain at home and abroad. expression is the mirror and reflection of culture. As a special kind of expression of language, advertisement, with no doubt, monger be separated from language. in that respectfore, it was born with a deep print of culture inevitably. As for the cultural differences, a turn of howeverts of scholars have tried to explain it in antithetic aspects. In the past on the study of cultural differences in advertising, people tended to break the perspective of linguistics, focusing on the vocabulary, syntax and rhetoric identity, but it is not limited to language but rather a cultural phenomenon. Many academics ar trying to explore cultural differences in advertisement between China and western countries. The Dutch scholar G Hofstede who took three dimensions to analyze East-West cultural differences individualism and collectivism self-reference and ethnocentricity, color signs and symbols, were to a greater extent successful. Many Chinese scholars also did some research from a variety of angles in this bea, such(prenominal) as Niu Xiaojuan, Xu Dezhen and so on. On the basis of the formers, the compose collected a large number of materials, trying to discuss cultural differences in advertisement between China and western countries.Advertisement is part of culture. Culture includes philosophy, thinking, behavior, cultural psychology, ethics, customs, traditions and religious beliefs of history, and so on. The author have read a lot of books and collected a large number of materials concerning this study. Herein the author only chooses some aspects of culture to analyze and explore the differences between China and western countries.II. Definitions of Culture Advertisement2.1 CultureCulture, a hot issue at home and abroad, is a very complicated, multidimensional, and nonrepresentational subject. consort to the definition from The Cambridge Encyclopedia of Language (Crystal, 1997 784), culture is the integrated pattern of human knowledge, belief and behavior. Culture defined consists of language, beliefs, customs, beliefs, institutions, tools, techniques, taboos, and works of art, rituals, ceremonies, and other related components. And Hurford (1987 315) defines culture as the most general concept to describe the behavior of human being and history. It refers to many items at divergent directs of generality ideas, values, emotions, actions, tendencies and accumulations.In fact, although there are hundreds of definitions of culture, anthropologists tot that the learned ways of behaving and adapting are included in the culture, as contrasted to gondola carry on behavioral patterns of instincts. Social scientists divide culture into several groups like family, politics, economics, study and religion.Culture and language are connecting to each other. Culture can not be discussed without language used in it. According to Kirkpatrick (1995 271-295), culture refers to The life way and its revelations that are specifically to a community that uses a particular language as its means of expression. Culture is an abstraction concept it in cludes almost everything, no takings material or spiritual. Language is the expression of culture. Different languages have its different cultural meanings. It is limited to accept diversity culture, especially the spiritual scope. But Language is the most important foundation of the transfer of culture. unrivaled aspect is, as the basic part of culture, language carries culture, reflects culture, and develops culture. Another aspect is language is influenced by culture deep in many aspects of our life.2.2 AdvertisementThere are many definitions for advertisement American Marketing Association defines advertising as the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by dandified sponsor through various media. With the development of technology and globalization, advertisement is run through into every aspect in various styles and becoming a rigueur part of our daily life. The advertisement is a commerc ial activity in the market economy for the image of enterprises and the chump of a product. The customers, as the audience of the advertisement, are edified by different cultural purlieu in their thoughts and consciousness.Advertising language, including advertising spoken language and pictures, is a peculiar form of language, and the particularity determined its close bond with culture. Therefore the advertisement composers are disposed to design the ads on the basis of good understanding of the cultural characteristics and rack their brains to make the ads catering to the customers cultural psychology through language skills and fancy pictures. On the contrary, without fail, we could realize the cultural differences through varied advertisements.III. Cultural Differences in Advertisements between China and Western CountiesToday, with the development of the technology and the spread of the green goddess media, advertising has a widely influence to our daily life. However, what ever promoting strategies advertising companies use, the language is the main carrier of the message. As Vestergaard Schroder (1985 246) point out, advertising wipe outs many forms, but in most of them language is of crucial importance. Advertising language is presented in a style that has immediate impact with the intent of rapid persuasion. In the world market, the translation of advertising language is essential for the magnetic coreive transmission of advertising and thus the sale of products. However, before the translation is undertaken, having a good knowledge of both the similar and different characteristics of advertising language used in the West and in China is a must. In this section the author would like to talk about it in the following aspects.3.1 ValuesCultural values is a criterion that people judge the good and the bad, the beautiful and the ugly, the worthy and the unworthy, the clean and the dirty, the correct and the wrong, the kind and the cruel, the howeve r and the unjust, the decent and the indecent and so on. Psychologist Henry Murray defined that value is the psychological reflection of basic demands, which should be changed by the real world. That is to say values are a kind of thought eager for something.In this section the author like to talk about it in the following aspects.3.1.1 Individual vs. CollectivityGenerally speak, western culture encourages individual orientation that is more concerned about their own interests, as well as individual successes and achievements, and is self-centered, with emphasis on personal dignity, and encourages and praises those who have wealth to the challenges and difficulties of people. By comparison, the eastern nations show more hierarchical groups orientation and the orientation of the overall interests of nation and prominent family, with particular emphasis on purpose family interests and family ethics and coordinating relations. Thus, the traditional Chinese culture recognizes the valu e of the individual, to a certain extent, from individuals and groups (family, religious and national) such cultural difference is a clear manifestation in advertising home and abroad.China is a large traditional artless social pattern, so it focuses on the Chinese cultural system collectivism, determinate character. Chinese people have strong patriotic feelings, emphasizing national self-esteem, self-belief. The following examples are prepared to illustrate this view.Zhonghua toothpaste (Hu Zhongli, Zhu LijuanWang Yafei, 2007).10 years of ups and downs, China forever in our heartsThe ads not only show this score be intimates years of popularity but also expresses that Chinese people cut their motherland through the homophonic pun. The following examples are no exception to this rule. MeiLing refrigeratorChinese life, Chinese MeiLing ChangHong Group Cooperation-ChangHong shoulder the mission of dedicating itself to the service of its motherland and nation prosperity.This not only reflects the growth of Chinas national industry is the reality, but also expresses peoples national pride and inspires love of national goods, contributing to the revitalization of the national industries.In the United Statesas a dominant social individualism, personal unique personality means the pursuit of his own words, behavior, thought and distinctiveness. Advertisement of American Opel car directly denote product unique, highlighting their seeking personality traits. All cars are the same these days. Weve all heard this said. But not by anybody who knows about Opel. Coincidentally, an advertisement of Porsche sports car with a brilliant attractive picture of a red sports car running rapidly on the Highway, creates Lonely wolf image as luxury sport cars driving through a forest. There is no doubt that such advertising can meet management objectives, such as teen consumers desire for self-expression, the pursuit of brilliant psychological cause. From the above examples , it is not difficult to see that self-expression, independent spirit and values of individuals struggling to be fully reflected in the advertising.3.1.2 Love vs. RespectTo some extent, love and watch are synonymy for they have much in commonplace. By the respect love from, and love distillated to respect is a affect of quantitative and qualitative change, but they cannot be the same. Respect is always from the lower to the upper while love is equal regardless of level and class. With traditional cultural influence of each own, Chinese advertisement is respect-oriented while western countries love-oriented. This is because in China, filial piety is a virtue. Chinese people deeply feel the responsibility of the family. Not only morally, but also legally, children have the obligation and responsibility of maintenance for the elderly. Filial piety is a faithful, honest basis. One Expression of filial piety is distinguishing elderly. Such values have been strengthened in advertising. Lets take a look at two medicine ads in China and abroad.Health Protection Yangshen in television advertising On the Screen, the son acted by movie star Huang Rihua is worried about his fathers health, so he buys him today Yangshen which will probably benefit his physical condition. But probably as a result of little communication between the father and son, its a little difficult for the son to find the way to present Yangshen to his father. When the son is practicing father, I love you in his room, the father breaks in and looks at the son with affect and misunderstanding. At this time, the son hands Yangshen over to his father and speaks out father, I love you, then we could see the tear in the fathers eyes.Adalat Oros advertisement of preventing cardiovascular medicine a picture of a healthy elderly full of energy and spirit and together with his newly young married wife wearing her conjugal union dress in front of the church, his self-confidence and charming smile on his fa ce. Advertising language is He should live longer than he expected.Two commercials are both good advertising, but also illustrate different cultural foundation in Chinese and Western world. One is respect oriented, and the other love oriented.YangShen advertising today shows that in the Chinese family, child shows respect to his father at first, then the love. Commercials take full advantage of the Chinese culture achieving an effect that Yangshen is not only just for health supply but a token to express love.Likewise, Adalat Oros is a kind of medicine. It takes the performance by using predilection that two people with age gap get married, the advertisements feature mock language, relaxed and candidly conveying brand concept Love for your health is treasure and treasure life The high confidence from high-hold head of the young lady and the crafty smile of the old fellow clearly manifested the contest between love and life (Wang Chunmei, Wan YinongZhang Lei, 2006).3.1.3 Authority vs. FreedomChina has experienced a long history in the feudal society, as its mainstream culture, Confucianism has been widely influencing the lives of Chinese people, who have also formed a less thinking mode advocating moderation and upholding the authority. This is reflected in the life of the people, who will always take professional judgment and authority welkin report as golden rule without any suspicion. Thus, Chinas advertising is always full of experts and recommends certification of authority sector. By comparison, the Western advertisers are more inclined to create an image for the brand, giving expression to the peoples desire for individuality and liberty. We could see the differences in the following advertisement. ---40(CSA )(CPMA)The company selected high quality tooth-cleaning materials, fully in line with national standards. This toothpaste does not wear the teeth, but makes it clean and glossy. It has been recognized by more than 40 Dental Associations in the world and more Chinese experts choose this brand. CSA and CPMA recommend the brand.Safeguard, a brand of fancy soap, also takes the print of Chinese Medical Association as an attractive point.In the western advertisement, seldom do we find the reorganization of authority. As for the westerners, tolerantdom and individualism is much more important.Nike Just do itMarlboro Come to where the flavor isCome to Marlboro Country (Han Ping, 2005).Marlboro is a name of cigarette. Here Marlboro Country refers to the people who smoke this kind of cigarette which makes people forget their manual processes, thus there is a yearning for freedom to return to the nature. Flavor has two meanings here. One is the unique taste the other is the special dress and grace of the smoker. Marlboro man represents the most successful, most influential brand image in the century. He is dressed in jeans, riding a tall courser, with a cigarette in his mouth and blue sky as background. All this is a symbol of pizz azz, and freedom, which many young men pursue. Commercial advertisers take this image serving as a foil to the passionate, adventurous, exciting and free life which people are yearning and pursuing. Because this advertisement fully satisfies the westerners expectation for freedom, Marlboro receives an agreeable and delectable return.3.1.4 Contribution vs. EnjoymentChina is a large agricultural social pattern the Chinese put much stress on collectivism, authoritative character, submitting to nature. The advertisement reflected the characteristics of Chinese culture.,- (Hua Li mosquito killer)Hua Li mosquito killer makes the world no mosquitoes.This arouses resonance in the minds of consumers.As for the westerners, they have a tendency of enjoyment. There is a popular saying in the USA Work hard, and enjoy yourself. An important concept of Americans working is separating work hours and leisure time. In their view, the work is no doubt important, but entertainment and relaxation is the best way to amend efficiency.The following ads are the best certification.Enjoy absolute Vodka, enjoy life, it deserves you. (Vodka)Just for the taste of it. (Coca Cola)Be younghave fun, drink PEPSI.Take time to featherbedNES Ice creamThese advertisements demonstrate the consumers concept enjoy life, seek for abundant consumption, and possession of pleasing products.3.2 National TraitEvery country has its own nation trait, according to these nation traits we mean the qualities, characteristics, tendencies, values, moral principles and beliefs. All of them are a part of culture. Here, the author from three aspects respective to illustrate and exhibit the cultural differences.3.2.1 handed-down vs. NewfangledChinese people love jubilant scenes, love to listen to auspicious words. A lot of the advertising language starting from the basic mass psychology fully reflects radiant spare atmosphere. For example, We wont accept presents this festival except Naobaijin(A kind of health prote ction food)On the screen, the family, including old and young, with commodious expression, shows the harmony and happiness., (Instant Noodle Advertisement)(Much happiness, much satisfaction)(Wine Advertisement) (Kongfu family wine reminds people of home)All in all, most advertisements of wine and food have an obvious Chinese characteristic, and also realise the traditional character of -(auspicious words in China).Western culture encourages people to develop innovation, self-advocacy, and liberalism, emphasizing individuality, personal values, particularly advocating individual, equality, competition and frank vocal, active community and self-affirmation of the export-oriented character. Reflected in the words in the language of advertising, it shows a personalized curriculum and creates something unconventional. The following is an ad for Motorola.Baked, Drenched, Tested to the extreme. A Motorola cellular phone stands tough in the face of torture. Just ask Danielle Bel1, whose phone came back from the ashes of a threealarm fire. Motorola, the best- sellingmost preferred cellular phones in the world. This is a unique advertising idea a picture of the Motorola mobile phone of deformation, there must be nothing but a big disaster. Clearly it will leave a lasting impression.Another ad for tyre Even its footprint tells you its different (Han Ping, 2005).You will find everything unique and fresh in advertising language.3.2.2 Implicative vs. like a shotDifferent cultural backgrounds decide different expressions. Chinese people express affection, friendship and love with implicit personality in the advertising language.- A short(p) girl used Diaopai washing powder to wash clothes while her mother went out to find job. And she left a note Mum, I can help you with housework.This love for Mum touched all the people who watched it.-- (Health Products Advertisement) (Xu Dezhen, 2003).The advertisement expressed the implicative and self-evident affection between wife and husband.But in western countries the expression of affection is very explicit. For instanceTake the phone to pass your loveThe originality is that the daughter from thousands of miles away called her parents, who were having their dinner, and said I love you.There is another advertisement on TOYOTAI love what you do for me (Xu Dezhen, 2003).The open-and-shut character fully revealed its candor.3.2.3 Conservative vs. ExtrovertedChinese and western culture has differences in orientation and understanding on sex. Our advertising regulations specifically prohibit a picture of temptation and seduction or sexual content. Even if it is necessary to fill related content, it will become implicit and hidden.Owing to the relatively conservative nature of the concept, many perfume and cosmetics advertisements stress implicitness.For instance This year you are 20, adjoining year 18. (Baili Soap) (Xu Dezhen, 2003).Keep young, keep charming. (Cosmetics advertisement)--Pox disappears. (Cosme tics advertisement)But in the western countriesadvertisement concerning sex can be found everywhere, and the exposed beautiful women is common.An ad for Charlie perfumeThe generous, sexy-young fragrance. By Revlon (Wu Keming, 1999 178).Close-up toothpasteYour perfume turns him on. Will your breath turn him off?Such an advertisement is not allowed in China, but it seems that the Western advertisement composers take delight in it.3.3 Thinking ModeThinking is an important part, highest rally, main designer and commitment of human culture. In other words, thinking is the underlying scent of human cultural phenomenon. Thinking can be divided into two basic types original thinking and logical thinking. Chinese advertisements focus on intuitive thinking while the westerners stress logical thinking.The advertisement witnessed the different thinking modes in China and West. Take telecom advertisement as an illustration.In order to express the concept of Telecom go alongs, heart communicat es, Chinese telecom spares no efforts in five different dribs and drabs in daily life Communication is terror (father and son) Communication is love (mine worker date) Communication is share (quarrel between couple) Communication is understood (father and son) Communication is respect (teacher and student). Directly, it tells the customers that telecom can shorten distance between people and make communication convenient without space limitation but intendment and true feelings (Xu Dezhen, 2003). China telecom spends so much time, only in hope of passing the concept clearly and directly. Its not difficult for us to realize the thinking way of the originality is intuitive thinking. It not only tallies with the Chinese traditional thinking way but suits the cultural habit of the audiences. And the same is telecommunications advertising. The United States ingeniously introduced only one life detail Yawning. A man walking on the street has a causal yawn, a woman not far follows him an other yawn, and then one elderly is also infected with a yawn. And what even more interesting is the pet doggie accompanying them with yawning. At the sight of this picture, at first, I didnt realize what it wants to appeal for at the very moment. Just then the words hit the mark with a single comment Communicating is very simple.This is a perfect advertising I cant but value the western logical ideation. Yawning is only a normal phenomenon, but the western advertisers tell the customers that communication is as easy as yawning. You can communicate with any one at any time if you are willing to.3.4 Attitudes towards Animals, Numbers, and PlantsPeople funding in different cultures backgrounds may have their own different attitudes and thoughts towards animals, numbers, and plants. One culture may not mean the same in another. That is why the same words have different meaning in different countries. The differences caused by such words in advertising may be illustrated with the foll owing examples.We all know that Chinese people often regard crazy as a good luck because the Chinese character sounds the same as (meaning good fortune or blessing). Some Chinese legends say that when a cream lives 100 years, it turns white in color and hangs upside down from a tree, and eating that bat could bring person longevity. A red bat foretells even better luck for sounds exactly the same as (being supremely fortunate) (Hu Wenzhong, 2005). But in western cultures the translator must adapts their linguistic habit to the different attitude towards the animal, they do not think Bat is a good name, because bat is regarded as an extremely evil omen in much European folklore. So may be translations like Fortunes better.Sometimes numbers can lead to a variety of associations. Common speaking, every culture has some numbers. It is believed to be either fortunate or sometimes sinister, However, that may sometimes different. Then we take the translation of 7-up for example, whic h is a brand of soft drink. Many English speaking countries deem that the number 7 is a very luck number for the peoplewhile Chinese people dont think so. The meaning is different in Chinese eyes. According to the cultural difference, the translator is trying to make the same effect among the Chinese buyer. So they work out the name -. The name of it is very acceptable for the people because its first part is faithful to the brand name without transmitting any unfavorable meaning, and its second part -transmit the meaning of halcyon and good luck, and so offset the loss of connotation in the number 7.Finally, plant words also have different meanings in different cultures. For example, the brand named , Chinese people think it means clean and honest. But to English people, the word narcissus means a self-loving person. So if these washing machines use such a brand name, cultural adaptation is necessary to western consumers. So the word Daffodil might be more suitable.In brief, usin g these types of words as brand names in a global market often means taking a risk. As we have said, the producers should be more careful when creating such brand names in advertising (Zhou Ruxin, 2004). Cultural conflict and difference is almost everywhere, even the exiguous part shouldnt be neglected. So it is a wise decision to take the above cultural element into consideration while bringing the products into world market.3.5 Geographical Location DifferencesIn cultures, the mend may be regard as an important element. In languages, different locations have different languages cultures, and it can interpret differently in different cultures. For example, black eye has become an indispensable part of Eskimos life. So they have a quite large vocabulary of different kinds of snow in their language. While people living in India can hardly imagine what is snow, what snow looks like. So there is no word for snow.There is another example China has once produced a series of agricultura l machines called because of the geographical location of China. Chinese people think that is a symbol of warmth which means good omen. In China, it means discriminatory conditions as the Chinese (Zhou Ruxin, 2004). But in western countries, east wind has totally different meaning. For them, their west wind is the same as our east wind. Therefore, though the brand name was put into East Wind, many people hold that the more proper name might be West Wind.IV. ConclusionCulture is the product of historical development of human beings. Advertising is the product of social and economic highly development. In modern society, advertising plays an increasingly heavy role. In a sense, the advertising impacts on our lives all aspects. It not only transmits product information to us, more transmit a kind of cultural awareness. As for the cultural differences, a number of scholars have tried to explain it in different aspects. In the past on the study of cultural differences in advertising, people tended to pick the perspective of linguistics, focusing on the vocabulary, syntax and rhetoric identity, but it is not limited to language but rather a cultural phenomenon.Advertisement , as a community cultural patterns, since its naissanceembodies cultural uniqueness and nationality. On the basis of the formers, the author collected a large number of materials, trying to discuss cultural differences in advertisement between China and western countries. But cultural background of one nation, after all, has obstacle. In the contemporary world, with the development of globalization, no theme Chinese or Western advertising, cultural dialogue and cross-cultural communication is absolutely necessary to survive and make further development. Thus the advertisement both in China and west can win amalgamation. Boldly speaking, our purpose is to make the current advertisement to achieve a bourn of seeking common points while reserving difference, seeking uniqueness while together. T his study attempts to provide some information for the advertisers through comparison between Chinese and Western advertisements in the process of international and intercultural communication.

The Story :: essays research papers

A story can be many things. By the definition, a story is an adventure, a mix of litterary terms, a conflict, an antagonist, a protagonist or hero, all within a coherent timeline, to entertain or learn the person the story is told to. For a person of deeper interest though, a story isnt just something thought up of, it is a source of ideas all so toppingly expressed, a downpour of action and suspense to crisp the eye, a flow of emotions to enchant the heart, or a deluge of unknown to challenge the mind. It could possibly be all of these. Most people cannot appreciate the true essence of a story. They merely watch it from afar, admire in dull silence without even attempting to incite into the world of the story and feel the emotions, enjoy the happiness, share the sorrow, and partake in the action. The few that do appreciate it well. One such person was Ned Devine. He unfeignedly adored all stories. Whether they were childrens or adults from all around the world, he truly worship ed nothing else. He knew many of them by heart and could recite them script for word after having read the books and seen the movies at least twenty times each. Now however, he was tired of reading and watching the stories of others. Wearied he was of the few in so far constant imperfections in the ideas of the material he so well enjoyed over the many decades of his life. Worn was he of the stories that were too short, or that had unsatisfying conclusions he make a decision never before considered during his long lifetime he was going to write the perfect story because he had discovered in the flare pass of an instant a deep secret.This time, no imperfections would be to speak of. The wording would be as close to the degree of perfection as possible. The grammar would be master as if he was the one who wrote the rules that defined it. Ned Devine was elated with his new idea. He believed that his creation would be the ultimate literary creation. It was to be impossible to be tire d, wearied, or worn of such a magnificent fiction because it would endlessly tingle and tickle the emotion of the reader. He knew what to do to bring his masterpiece to reality he was in need of aid from the most qualified people of the language.

Analysis of Leda and the Swan Essay -- English Literature

Analysis of Leda and the Swan. Greek apologueology.Analysis of Leda and the Swan.Greek mythology has, throughout history, been the beat of muchdebate and interpretation. Conjuring up images of bloody battles andcrumbling cities, its descriptions of the epic battle between good andevil still have remarkable relevance and bear upon to resonate withpoignancy in our bleak, war-torn society. The verse Leda and the Swan,written by William Butler Yeats, attempts to shed new light on what isarguably one of ancient Greeces most controversial myths. In thisessay I aim to study the poem in more depth, analysing what Yeats saysand how he says it.Leda and the Swan is an interpretation of the Greek myth wherein Zeus,in the form of a swan, violated a young woman, who gave birth to Helenand Clytemnestra. Helens flight with Paris to Troy, leaving herhusband Menelaus (Agamemnons brother) caused the war between theGreeks and the Trojans. Clytemnestra then remove her husbandAgamemnon on his return from victory at Troy.The poem begins with Yeats emphasising the heinousness of Zeus actions,describing the initial impact as a sudden blow. The two language carrythe connotation of brutality, urgency and power the harshnessof the word sudden consolidating the phrases power. There is animplication that the action is unnaturally rapid, thus godlike andpowerful. The power and forcefulness of Zeus actions is reinforced asthe line continues, with the word great used to describe the wingsof the swan which represents him, while the harshness of harshness ofthe word beating re-emphasising the brutality of Zeus actions.Furthermore, Yeats use of the word great implies glory and majesty,... ...self as a swan. It is also clear from the poem that Ledafelt ambivalent while being raped - she was unsure of whether tosubmit or resist. The implication near the end of the poem is that shedid attempt to resist (although the shudder in the loins and thewhite rush convey the point that she was raped ), however the question iswhy this was so. Yeats causes the reader to ponder on whether Ledasfingers were terrified because of the act or because of herpotential knowledge of the consequences, and he himself near the endof the poem ponders on whether she knew the consequences of the rapebefore it happened (Did she put on his knowledge with his power?).Yeats speaks, on a literal level, about the rape of a young woman, yethe also relates the events of Greek mythology to themes of fate,giving the poem meaning and resonance on a more universal level.