Theodore Roosevelt Essays (901 words) - Theodore Roosevelt, Cowboys

Theodore Roosevelt American History Chickasha High School Mr. Solomon April 16, 1998 Second period Robert White Theodore Roosevelt, 26th President of the United states Was the youngest President in the nations history. he took office at the age of 42. Roosevelt had been vice President for only six months when president William McKinley was assassinated. He vigorously led Congress and the American public toward progressive reforms and a strong foreign policy. He took The view that the president as a steward of the people should take whatever action necessary for the public good unless expressly forbidden by law or the constitution. I did not usurp power, he wrote, but i did greatly broaden the use of executive power. Roosevelt's youth differed sharply from that of the log cabin Presidents. he was born in New York city on October 27,1858 into a wealthy family, but he too struggled--against ill health. When Theodore was about 12, his father told him that he would need a strong body to give his mind a chance to develop fully. The next year, while on a trip to Maine, Theodore was tormented by two mischievous boys. He felt ashamed because he was not strong enough to fight back. Roosevelt's father built a gymnasium in the family home, and Theodore exercised there regularly. He overcame his asthma and built up unusual physical strength. Roosevelt studied under tutors until he entered Harvard University in 1876 at the age of 18. He earned good grades in college. Roosevelt graduated from Harvard in 1880. In October 1879, Roosevelt met Alice Hathaway Lee. Roosevelt courted Alice during his senior year at Harvard. They married on his 22nd birthday. A double tragedy struck on Feb. 14, 1884. Alice Roosevelt died two days after the birth of a daughter. On the same day, Roosevelt's mother died if typhoid fever. Roosevelt spent much of the next two years on his ranch in the badlands of Dakota Territory. There he mastered his sorrow as he lived in the saddle, driving cattle, hunting big game--he even captured an outlaw. On a visit to London, he married Edith Kermit Carow in December 1886. During the Spanish-American War, Roosevelt recruited men for a cavalry regiment. This unit became the First Volunteer Cavalry Regiment. Under Roosevelt s command, it won fame as the Rough Riders. He led the Rough Riders on a charge at the Battle of San Juan. Roosevelt was one of the most conspicuous heroes of the war. Twenty years later he declared:San Juan was the great day of my life. Thomas C. Platt, needing a hero to draw attention away from scandals in New York State, accepted Roosevelt as the Republican candidate for governor in 1898. Roosevelt won and served with distinction. As president, Roosevelt held the ideal that the Government should be the great arbiter of the conflicting economic forces in the nation, especially between capital and labor, guaranteeing justice to each and dispensing favors to none. Roosevelt emerged spectacurlarly as a trust buster by forcing the dissolution of a great railroad combination in the northwest. During Roosevelt's presidency, the government filed suits against 43 other corporations. In major cases, the government ended John D. Rockerfeller's oil trust and James B. Duke's tobacco trust. Roosevelt steered the united States more actively into world politics. He liked to quote a favorite proverb , Speak softly and carry a big stick, you will go far. Aware of the strategic need for a shortcut between the Atlantic and Pacific Ocean, Roosevelt ensured the construction of the Panama Canal. His corollary to the monroe Doctrine prevented the establishment of foreign bases in the Caribbean and arrogated the sole right of intervention in Latin America to the United States. Roosevelt won the Nobel Peace Prize for mediating the Russo-Japanese War. He was the first American to win a Nobel Prize. He reached a Gentleman's agreement on immigration with Japan. In 1907, Roosevelt decided to display American naval power. He sent 16 new battleships on a good-will tour of the world. These ships became known as the Great White Fleet because they were painted white. Roosevelt viewed the tour as a part of big stick diplomacy. Some of Theodore Roosevelt's most effective achievements were in conservation. He added about 150 million acres to the national forests and in 1905 established the

Major Themes in Much Ado About Nothing

Major Themes in Much Ado About Nothing Shakespeare’s treatment of love in ​Much Ado About Nothing​ differs from his other romantic comedies. Sure, it shares the same​ stagy plot, which finishes with the lovers finally getting together, but Shakespeare also mocks the conventions of courtly love that were popular at the time. Although Claudio and Hero’s marriage is central to the plot, their love at first sight–type of relationship is the least interesting one in the play. Instead, the audiences attention is drawn to Benedick and Beatrice’s unromantic backbiting. This relationship seems more believable and enduring because they are painted as a match of intellectual equals and dont fall in love with each other based on superficiality. By contrasting these two different types of love, Shakespeare manages to poke fun at the conventions of courtly, romantic love. Claudio uses highly contrived language when speaking of love, which is undermined by Benedick and Beatrice’s banter: â€Å"Can the world buy such a jewel?† says Claudio of Hero. â€Å"My dear Lady Disdain! Are you yet living?† says Benedick of Beatrice. As an audience, we are supposed to share Benedick’s frustration with Claudio’s transparent, pompous rhetoric of love: â€Å"He was wont to speak plain and to the purpose, like an honest man and a soldier...His words are a very fantastical banquet, just so many strange dishes.† DeceptionFor Bad and Good As the title suggests, there is a lot of fuss over very little in the play- after all, if Claudio weren’t so impetuous, Don John’s rather weak plan to ruin Don Pedros reputation and disrupt the marriage of Claudio and Hero wouldn’t have worked at all. What makes the plot so intricate is the use of deception throughout, via trickery, lies, written messages, eavesdropping, and spying. Back when the play was staged, the audience would have understood that title is also a pun on noting, or being observant, even bringing the deception theme into the title. (The words are thought to have been pronounced similarly back then.) The most obvious example of deception is when Don John falsely slanders Hero for his own mischief, which is countered by the friar’s plan to pretend Hero is dead. The manipulation of Hero from both sides renders her a passive character throughout the play. She does very little and becomes an interesting character only through the other character’s deceit.   Perception of Reality Deception is also used as a force for good in the play, as in Beatrice and Benedick’s scenes where they overhear conversations. Here, the device is used to great comic effect and to manipulate the two lovers into accepting each other. The use of deception in their storyline is necessary because it is the only way they could be convinced to allow love into their lives. Phrased another way, the theme could also be called one of perception, or how truth can differ from reality. Both couples have to discover the true nature of their beloved. It is interesting that all of Much Ado’s characters are so willing to be deceived: Claudio doesn’t stop to suspect Don John’s actions, both Benedick and Beatrice are willing to completely change their worldview after overhearing things about each other, and Claudio is willing to marry a complete stranger to appease Leonato. But, then again, it is a lighthearted Shakespearean comedy.

Compare and contrast intellectual property rights in two regions Essay

Compare and contrast intellectual property rights in two regions. Comment on the difficulties faced in an increasingly globalised world - Essay Example Almost all the organizations whether large of small, national or multinational, and industrial or artistic develop logos, draw designs and introduce some brands that serve as the identity mark of their company. Intellectual property is the identity mark of an individual, a company, an organization or an industry, over which the creator contains complete and unconditional rights. The statute of law provides protection to such property in favour of the originator, and claim over this type of property without referencing to the devisor is against the statute of law and liable to be punishment. Copyright Act, Trademark Ordinance and Patents Ordinance provide protection to intellectual property rights. Different countries have devised various sets of law in order to protect intellectual property rights. Though the main objective behind all the states of the globe is to provide a complete and comprehensive scheme to the inventor of an intellectual product, yet the policies and laws vary from country to country. The same is the case with the United Kingdom and Pakistan, where the political authorities have passed distinguished intellectual property laws for the protection of intellectual rights. Once ruled over the Indo-Pakistan sub-continent, the UK introduced many legal acts like Civil & Criminal Procedural Codes, Sales of Goods, Arbitration Law, Contract Act 1872, Companies Ordinance and others. But after the partition of India in 1947, the independent Pakistani Republic passed new statutes of law including Intellectual Property Ordinance and others. It is therefore, significant variation could be observed between the IPR of both the above described countries. Before embarking up on the topic, it would be appropriate to define the types of intellectual property: Copyright consists of sections of art and literature including prose

HR portfolio for the position of Human Resource Executive Dissertation

HR portfolio for the position of Human Resource Executive - Dissertation Example Managing the largest crude oil reserves in the world amounting to 260.1 billion barrels, Saudi Aramco also accounts for the fourth largest gas reserves in the world (Saudi Aramco, 2012). Employees hailing from more than 70 different nations in the world; the organization demonstrates a highly efficient and advanced human resource management structure. The HR department of the company works hard for the development of a workforce which makes effective contributions towards the growth and success of the organization. Additionally the company’s high popularity as a preferred employer reflects the degree of comfort and convenience it provides to the employees working in the organization (Cocks & Laframboise, 1995, p.1-3). HR portfolio for the position of Human Resource Executive is developed in this assignment. This particular position makes contribution towards the organizations in terms of staffing, recruitment, selection, compensation strategies, training and performance management. The position is essentially crucial for aligning HR activities with business requirements of the organization. Decisions taken by the management are communicated to people at this position who are subsequently responsible for implementing them and accomplishing the desired task. Besides the conventional HR activities the position also adapts itself with the external environment of the organization. It has the important role of constantly trying to be innovative and its strategies, and improving and developing the workforce of the organization such that it can cater to the changing needs of the business (Boudreau & Jesuthasan, 2011, â€Å"Your HR Portfolio†). b. Outline the strategic importance of the job to the o rganisation The skills possessed by an organization accounts for one of its major competitive factors. It is the quality of the workforce which reflects through organizational performance and productivity. The competition for talent has prevailed in all organizations, big or small since decades and continues to do so. In this context HR departments have a leading role to play. Acquisition of talents from the industry as per the demands of the organization plays a critical role in ensuring performance output of the workforce as per the desired standards. A mismatch between desired and actual talent can result in reduced performance levels. Thus the role of Hr executives has strategic implications in the organization as they support the attainment of strategic aims and objectives of the firm. HR executives necessarily work towards the achievement of business objectives of the firms. The strategic decision as to whether an employee can be recruited for meeting the firm’s product ivity and performance lies in the hands of HR executives. Training and developmental

I need to fix the essay about early buddhism Example | Topics and Well Written Essays - 250 words

I need to fix the about early buddhism - Essay Example Women associates with the deficiencies of this earth described being black, corporeality and contaminated, characteristics attributed to them. The writers condemned the female bodies but according to Nagarjuan the construct of male bodies is no better than female. The author has a conflicting opinion about the negative attitude towards women by citing Buddhist scriptures showing the participation of women in spiritual matter and likewise the Christian writers Tertullian and Irenaeus admitting to women occupying positions in the Gnostic community (Fischer 84). The human suffering is. As a result, eating the earthly fruit. This act ripped the humans of their happiness and joy; humans lost their luminous body thus sexual intercourse bringing about the generation of beasts. In both traditions, the fall of mankind started with eating the earthly food (Gutschow 95). The only way to attain spirituality is by abstaining from sexual acts so as to weaken the ties with the worldly. Sex is associated with suffering by both traditions as it considered impure and defiles the body The scripture recommends celibacy, Buddha left his family so did Jesus urge his disciples to destroy the work of femaleness (Fischer 84). Human beings male and female can achieve the transformation by abstaining from sexual intercourse. Women must cultivate a male mind in order to enter heaven as Mahayana literature puts it. It is not a physical transformation, but a mental transition to spirituality by acquiring insight so as to transform their mentality focused on spiritual attainment (CabezoÃŒ n 103). In the opening of the article, the woman is depicted as an inferior being associated with a lot of negativities but in the conclusion she emerges with a lot of praise from both Buddhist and Gnostic writers as a creative nurturing mother. Thus, men and women in equal measure can achieve

Effects of Viral Marketing

Effects of Viral Marketing Viral Marketing 1.1 Viral Marketing These years, the competitions among companies become more and more furious. Song (2004) pointed out that many companies in order to survive even to develop, they try to make good use any way that can help them to enlarge their market share and build a strong brand. The traditional Medias such as television, newspaper, radio and printed Ads were over used in the last decade. This view was supported by Mogg (2006) who believed that using these traditional ways to promote a product or service not longer can stimulate audiences’ passion and urge effectively. Because in some extent, audiences were get used to receive information of these ways, they need something new, need a new â€Å"flavor† of the information they receive (Sally, 2006). The era that customers rely on marketers’ suggestions or advertising to make a purchase decision was gone. Czinkota (2007) argued that only supply the information that you think customers would need is not working, not enough to persuade customers, and can not fulfill their needs and satisfy them. Customers already become smart enough; they do not like to be persuaded by marketers or advertisings in many situations. They prefer to be active in the buying process and use their own knowledge and standards to decide what they need, and what they happy to buy (Grewal, 2008). A strong brand can make customers have faith in a company and its products. This view seems acceptable for Fill (2005) who agreed that building close relationship with customers is vital; companies try their best to pursue the best marketing strategies with the purpose to be strong and profitable. Word of mouth is one of the effective ways for a company to promote its products (Anderson, 1999). Word-of-Mouth (WOM) was described as oral, person-to-person communication between a receiver and a communicator which the receiver perceives as a noncommercial message, regarding a brand, product or service (Haywood, 1989, pp53-66). It can help a company use less money to do the mass promotion. This view was supported by Buttle(1998), he believed that customers are easier to be persuaded through this way as they think it is a noncommercial way. They consider that they are on the active position to receive information and make a buying decision, not be persuaded to do that. With the evolution of technology, and the growth of the internet, the arena of many companies have move from realistic world to a new world—the internet (Castells, 1997). Word of mouth has upgrade through internet, and gets a new name â€Å"viral marketing† these years (Modzelewski, 2000). Base on Dicher’s (2001, pp47) research, â€Å"viral marketing is a strategy that companies use to stimulate their customer to pass on something about their products to their network of colleagues and friends†. For the company, viral marketing can help a company use a little budget to promote itself sharply, since the information you send out, customers would pass them on by themselves. In the customers’ side, viral marketing help customers feel better as they think that they make the purchase decision by themselves, and they get information from their friends who seem more reliable than marketers or advertisings. (Wangenheim, 2007, pp131-146) Base on the advantages of internet, using viral marketing relate to internet can make the promotion effect like a nuclear bomb. Internet can make the information deliver very fast, even exceed your expectation. Sudaraman and Rajagopalan(2003) found that since you use viral marketing to send out your information, it may reach every corner of world that has internet connections only need a few days. Internet seems something bring information deliver from the â€Å"Stone Age† to â€Å"21st century†, it acting like a pair of wings of information delivery, make information deliver reach to an incredible speed. Considering the effective of viral marketing strategy, this report decides to examine the effects of viral marketing that can make to a company. The author is very interested in the effects of viral marketing, as it is a trend for future business; it is so useful to company’s promotion and information delivery. To know clear about the viral marketing can help author to enrich his marketing knowledge, and will be very helpful in his future job or business, even can help readers of this report to know more about viral marketing. In order to make the research more reliable and get accurate analysis, this report would choose MySpace, an online company which seems to be success on using viral marketing strategy to assist the analysis. 1.2 MySpace Tom Anderson (born November 8, 1970) is the President of the social networking website, MySpace. He is one of the people identified as a founder of the site, along with CEO Chris DeWolfe (Boyd, 2006). At the beginning, it was a website with a small number of users, which used to make friends. Then they invite some famous people to join in, these famous people bring many fans in. since more and more bands build up their website on this station, MySpace becoming bigger and get huge number of users. It develop from a music wed station to a core of young people’s live in America, then explore all over the world(Diving into the Myspace Pool, 2006). It chooses to give users enough freedom to build what they like in this wed station, and this freedom and right make it explore so quickly. People can use their email address to sign up as the user of it. (Source from Dwyer, 2007) Every user can upload the things they like, such as video and sound clips, pictures and many other things. MySpace listen to their users and improve the wed station, like increase blogs, message board, discuss rooms, and online communications. Users can talk to their friends there, play games together, even use wed camera to meet each other when they talking.(source from Boyd, 2006) This wed station can make users feel so free in it; they can talk what they like with their friends here. So users invite their friends to join in MySpace (Diving into the MySpace Pool, 2006). In such a way, MySpace reach to a great success. Until 2006, MySpace only set up three years, but its development speed was faster than any wed station in history, it is a myth of the internet development history. It already beyond Yahoo and Google to be the biggest wed station in USA. It was set up with a very small cost, but in 2005, Rupert Murdoch, the CEO of The News Corporation Limited, use 580 million dollar to buy it. One year after it was purchased, it earn 900 million dollar from Google for advertising fee. (Source from Hempel and Lehman, 2005) It seems that MySpace really a success example to make good use of viral marketing strategy, that why this report choose UK MySpace as the case study to assist the research and analysis. 1.3 Research Objectives a. Examine the effects that viral marketing can make to a company, associate with case studyUK MySpace b. Access to customers attitude and reactions to viral marketing through primary and secondary data analysis c. Find out the effects of viral marketing for a company’s success at last. Chapter 2 Literature Review 2.1 The Background and Development of Viral Marketing Marketing is a social process which satisfies consumers needs. The term includes advertising, distribution and selling of a product or service. It is also concerned with anticipating the customers future needs and expectations, often through market research (Frenzen and Nakamoto, 1993). This view was supported by Eugene (1998) who believed that marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Pamela (2000) pointed out that traditional marketing is the marketing techniques that are used for many years, it mainly using mediums such as, television, newspaper, telephone and radio. Nowadays, there are many new technologies are used to replace the traditional mediums to do promotions: Internet, multimedia mobile phone, blogs and so on. These new mediums can help marketers to reach more customers and cut cost. This view was supported by Wegert (2004) who believed that the traditional mediums do not work effective as before, they make many audiences feel boring and many offers what they dislike. Customers want to see something new and soothing, really make them interesting and happy, so the new mediums may work effective and can catch their eyeballs (Anderson, 1998, pp104-141). These years, more and more people like to surfing on internet (Wangenheim, 2007). This situation leads to many marketers focus on internet to promote their products and services. Especially, young people prefer using internet to traditional mediums. For a company’s future development, holding the young people now can make them get a big market share in the future (Bayus, 1985). So to make good use of the internet to do promotion is vital for many companies, especially the company which rely on internet to do business. There are many advantages to use internet as an advertising medium: message can change quickly and easily; create own page cheaply; low cost; direct sales possible and so on (McWilliams, 2000). Base on its advantages, more and more companies choose to use internet to do advertisings. Several main online promotion techniques are recognized by marketing researchers, viral marketing will be the focus of this research as it can reach mass consumers in a short time with a low cost. 2.2 From WOM to Viral Marketing During the last decade, customer satisfaction and perceived service quality have been important topics in the marketing literature. This is due to the empirically verified belief that increases in satisfaction and quality will finally result in higher profitability (Wangenheim, 2007). Over the past 10 years however the focus of research on satisfaction and quality has slowly shifted from understanding how â€Å"service quality perceptions and satisfaction judgments† are formed to a more â€Å"outcome-oriented view† of assessing the returns on service quality and satisfaction based on a thorough understanding of the associated costs and benefits (Buttle, 1998, pp76-89). A strategy called â€Å"viral marketing† was used by many companies to pursue the profit. Before the â€Å"viral marketing† appears, a marketing strategy called â€Å"word of mouth† was used in that way. Haywood (1989) believed that Word-of-Mouth (WOM) refers to oral, person-to-person communication between a receiver and a communicator which the receiver perceives as a noncommercial message, regarding a brand, product or service. Even though WOM strategy can bring huge benefits to a company, the development of technology usage has upgraded the word of mouth strategy to a new one call â€Å"viral marketing† (Richins, 1999). These years, stationary Internet consumers’ communication environment has been changed and enriched. As a result WOM has gained new significance and WOM on the stationary Internet was termed â€Å"viral marketing†. This view was supported by Godes and Mayzlin (2004), that Viral or word-of-mouth marketing has become very popular because it has a new medium—the Internet. According to one venture capital firm, 76 percent of new business plans have the words viral marketing in them (File, Cermak and Prince, 2000). Using e-mail makes it incredibly easy to pass information on to a friend or colleague, especially if it involves something fun or free. With millions using the Internet all over the world, the potential for exponential growth is quite huge. 2.3 What is Viral Marketing Since the term viral marketing was introduced in 1997, many disagreements exist about its definition. Subramani and Rajagopalan (2003) view it as word-of-mouth advertising in which consumers tell other consumers about the product or service. Yang and Allenby (2003) argued that true viral marketing differs from word-of-mouth in that the value of the virus to the original consumer is directly related to the number of other users it attracts. Shirky (2000) suggests that, in generally, viral marketing would be word-of-mouth advertising to most people. More importantly, however, he adds that the concept describes viral marketing as a way of getting new customers by encouraging honest communication among consumers. The originator of each branch of the virus has a unique and vested interest in recruiting people to the network. (Modzelewski, 2000, p.30). According to Senecal and Acques (2004) suggestion, purchasing is part of a social process, it involves a one-to-one interaction between the company and the customer and many exchanges of information and influence among the people who surround the customers. They also suggest that many effective networks comprise hubs, clusters, and connections among clusters. In these networks, people will notice a constant flow of green sparks between certain nodes. Wilson (2000) said that viral marketing is sort of this explosion that you start with one customer and he/she will tell people and pass it on continuously. In Dichter’s (2001, p47) opinion, â€Å"viral marketing is the idea that you incite your customers or referral sources to pass on something about your business to their network of colleagues and friends†. There is a similar saying that viral marketing describes any strategy that encourages customers to pass on a marketing message to others, creating the potential for exponential growth in the messages exposure and influence (Hogon, Lemon and Libai, 2004). Nalor (2002) claimed that viral marketing is a marketing tactic relying on some aspects of the system to promote itself as initial targets pass the promotion on to others. Depend mostly on Hogon, Lemon and Libai’s perspectives, the current article views viral marketing as the process of encouraging honest communication among consumer networks, and it focuses on email as the main channel. One example of viral marketing is encouraging current and potential customers to tell others about a companys products and services, and then encouraging those others to tell even more consumers, make the information go forward continuously (Subramani and Rajagopalan, 2003 ). These strategies like viruses, can take advantage of rapid multiplication to explode the message to thousands even to millions customers in a short time. â€Å"The term viral marketing is also used to refer to stealth marketing campaigns—the use of varied kinds of astroturfing both online and offline to create the impression of spontaneous word of mouth enthusiasm†(Hennig-Thurau, Gwinner, Walsh and Gremler,2004, pp 95). Out of the internet, viral marketing has been described as â€Å"word of mouth†, â€Å"creating a buzz†, â€Å"leveraging the media†, â€Å"network marketing†. However, on the internet, whatever, it was called â€Å"viral marketing† (Helm, 2000, pp 57-71). Datta, Chowdhury and Chakraborty (2005) used the term as â€Å"network-enhanced word of mouth† to describe the then high innovative marketing strategy of the free email service Hotmail. For other words, such terms as propagation, aggregation or organic marketing are used. Successful viral marketing is characterized as â€Å"strategies that allow an easier, accelerated, and cost reduced transmission of messages by creating environments for a self-replicating, exponentially increasing diffusion, spiritualization, and impact of the message†. (Hogan, Lemon and Libai, 2001) 2.4. Forms and Categories of Viral Marketing 2.4.1 Forms There are many forms of viral marketing; these include images, jokes, reality TV show transcripts, digital video clips, e-cards, interactive microsites, advergames, and alternative reality games (Modzelewski, 2000). The list is continuously growing as the development of viral marketing. 2.4.2 Categories There are several ways to categorize viral marketing. First, difference between â€Å"intentional and unintentional message† delivery and used a â€Å"motivational classification†. Secondary, difference is between â€Å"service-based and incentive-based†. In the first situation, viral effect was decided by the quality of offer, another one means that company uses monetary incentive to stimulate customers so that they would pass on an advertiser’s message. Base on the differences between private and public recommendation, the categorization between â€Å"high (active) and low (passive) integration strategies are varying in the degree of requiring the consumer’s activity in passing on the ‘virus’ †. (Source from Goldenberg, Libai and Muller, 2001, pp 209-257) 2.5 Viral Marketing in B2B Beside the explanation of viral marketing base on B2C, many authors get another similar definition for it on B2B side. In B2B, viral marketing means the rapid spread of a message about a new product or service, in a similar way to the spread of a virus (Yang and Allenby, 2003). Viral marketing can be word of mouth; however, it is particularly common being use on the Internet, where messages can be spread easily and quickly to reach people all over the world. Products can become very famous in this way with very little advertising cost. Carrabis (2006) has proved that viral marketing rely on social networks in order to function. Linking is also an effective viral marketing tool, as is the provision of free products or services. The Hotmail free e-mail service, for example, grew quickly with little marketing investment (Tafe, 2007). In B2B area, viral marketing works well in the following circumstances: (a) when a product is genuinely new and different, and it is something that opinion leaders want to associate with;(b) when the benefits of the product are real; (c) when the product is relevant to a large number of people, and the benefits are easy to communicate (Bansal and Voyer, 2000, p26-63). 2.6 Why Viral Marketing These years, online social networks are increasingly being considered as an important source of information to affect the adoption and use of products and services (Mac, 2006). Viral marketing as the tactic of creating a process where interested people can market to each other, is therefore emerging as an important marketing strategy to spread-the-word and stimulate the trial, adoption, and use of products and services. (Herr, Kardes and Kim, 1999) What is new about viral marketing is not word of mouth, but the way people are spreading it (Hogan, Lemon and Libai, 2004). Web users have the ears and eyes of hundreds, even thousands of people. They are in contact with an International crowd they would never have met otherwise. Most significantly, they can reach people they do not really know. That is why several weeks after a people sent the first Hotmail message into India; thousands of Indian users had Hotmail accounts (Kuruvilla, 2007). It is believed that a satisfied customer tells an average of three people about a product or service he likes, and nine people about a product or service which he dislikes (Sudaraman, Mitra and Webster, 1999). Viral marketing is based on this natural human behavior to conduct its campaigns. Domingos (2006) believed that the purpose of marketers interested in making a successful viral marketing campaign is to identify customers who with high social networking potentials, and then created viral messages that can attract this segment of the customers and have a high likely to keep the message spreading. Viral marketing has received extensive attention from both academics and practitioners these years (Jurvetson, 2000). Base on the analysis before, many authors form their standpoints about the effect that viral marketing strategy can bring to a company. They argue with other authors’ opinions base on their own standpoints. 2.6.1 Positive Effects of Viral Marketing Viral marketing facilitates spreading commercial information and content within the desired target group (Hogan, Lemon and Libai, 2001)). Another advantage of it is that advertisers can expand the promotion reach significantly at a very low company expense (Baker, 2005). According a survey of Duhan, Johnson, Wilcox and Harrell (1997), 35% of the 3000 respondents said a friend’s recommendation would convince them to visit a website they do not know before. These results illustrated the huge potential of viral marketing for communication and distribution purposes. What is great about viral marketing is that it is low cost and works virtually by itself. Once you make an offer and provide the facility, for referrals, viral marketing spreads by itself very faster, just like a virus (Hogan, Lemon and Libai, 2004). Just like Tafe (2007) said that, Hotmail only cost 18 months to get 12 million users by using viral marketing that let users to referral users, it cost nothing to do Ads, only use free email account. Viral marketing has been studied both as an input into consumer decision-making, and as an outcome of the purchase process (Holmes and Lett, 1997). In the pre-purchase stage, as a risk reducing strategy, consumers seek product information by participating in the viral marketing process. Positive and negative messages are examples of exit behaviors exhibited by consumers at the conclusion of a service encounter ((Hogan, Lemon and Libai, 2004) or usage of a product (Naylor and Kleiser, 2000). Anderson (1998) pointed out that viral marketing could â€Å"influence consumers’ choices and purchase decisions, and shape consumers’ expectations, pre-usage attitudes, even post-usage perceptions of a product or service†. It is believed that the influence of viral marketing is much greater than that of classic advertising media (Gremler, Gwinner and Brown, 2001).BMW is a good example, it supply 5 video clips to watch and download for free, and then get over 11 million visitor in 4 months. The sales of BMW car are increase 12.5% in the next year (Hespos, 2002). It seems that video clips and internet can make viral marketing working effectively. Viral marketing has been referred to as product-related conversation, personal recommendations, informal communication, and interpersonal communication (Jacob, Barak and Muller, 2001). There are one big distinction between viral marketing activities and commercial mass communication. As viral marketing is a consumer-dominated channel of information, the communicator is thought to be independent of the marketer (Lau and NG, 2001). As a result, it is recognized by customers as a more reliable, credible, and trustworthy source of information. It provides information concerning product performance and the social and psychological consequences of a purchase decision (Naylor and Kleiser, 2000). For example, Myspace use viral marketing to make the users to referral itself and make a big success (Dwyer, 2007). Viral marketing can convert lower order cognition and affect to higher order cognition and affect, which in turn can lead to committed behaviors of receivers (Baker, 2005). The credibility of viral marketing, coupled with the probability that a receiver will be more highly involved in a viral marketing message than an advertisement, lends itself to the formation of such higher order beliefs and cognition. Through multiple dyads and retransmission, one message can reach and potentially influence many receivers (Henning-Thurau, Gwinner, Walsh and Gremler, 2004). Make good use of the customers’ internet social networks, like using free email referrals and internet chat rooms, the information can spread sharply (Domingos, 2006). The effectiveness of viral marketing can also be explained by the accessibility-diagnosticity model (Hogan, Lemon and Libai, 2004). Some findings suggest that vividly (face-to-face) presented information is more memorable to customers and is weighed more heavily in their judgments (Henning-Thurau, Gwinner, Walsh and Gremler, 2004).such as Myspace, it use the chat rooms that users can talk to each other, even face-to-face through PC camera, and then its information become more reliable and memorable for users (Boyd, 2006). Because of internet, information accessibility increases, it is high likely that this information is used by customers as an input for their judgments and choices also increases (Hogan, Lemon and Libai, 2004). 2.6.2 Negative Effects of Viral Marketing For all its advantages, viral marketing also has many unexpected pitfalls. Most important, companies have almost no control over the viral spread since it was send out, and therefore they can do little if the viral turns to against them and their products (Jurvetson, 2000). â€Å"The action most frequently reported by consumers who are dissatisfied with a purchase or who have rejected or discontinued using a product is telling friends about the experience and urging them to avoid it† (Weinberger and Lepkowska-White, 2000 ). Many researchers have suggested that negative information tends to cause many attention to and weighting of that information (Bristor, 1990). For example, Naylor and Kleiser (2000) found that negative messages destroy the image of a brand are more than twice as strongly as positive WOM promoted sales of that product. Negative message has also led to the failure of many companies’ promotion. Wilson (2000) argues that negative messages would be communicated to more people than positive messages. According to much previous evidence about the spread of marketing information, it is suggested that a negative message may travel farther than a positive message through retransmission. In previous research; the influencer was oft en considering to be an opinion leader. However, a dissatisfied customer who initiates negative message need not be an opinion leader, and yet his opinions can have adverse effects on the marketer (Richins, 1999). For example, Sony try to use Youtube to promote its Playstation consoles, it created an imaginary character called Peter and tried to make the character as a hip -hop shark. However, some clever users soon discovered the wile, and tell many others. Many people then angary with what SONY done, and refuse to buy the playstation consoles. In the end, Sony had to make a public apology to delighted and hold the customers. (Source from Kuruvilla, 2007) 2.6.3 Viral Marketing Effects in B2B For business-to-business companies, it makes sense to begin with a product or service offer that has real, free value to prospects. Examples: an e-mailed newsletter that can easily be forwarded to colleagues, or a product that comes with an incentive, such as gift certificates or coupons, sent via e-mail, which can be passed along to more than one person. Viral marketing can work effective for B2B providers, since the following is true. One very significant effort of viral marketing is to allow others to post articles that you have authored on their Web sites (Lau and NG, 2001). Another way to encourage visitors to spread the word about your product or service is to provide a link or button on each Web page that they can click on to forward your wed site (Goldenberg, Libai and Muller, 2001). While some people may use viral marketing only as buzzwords, there is another significance for B2B marketers. Companies can encourage satisfied customers and referral sources in a credible way and persuade them to spread the positive words for their products. Keep the reward combined with your business and appropriate for the size and type of referral. Ensure that your offer adds value or reward for the referrer and for those people that are referred to you, and then you will have a cost-effective marketing tool to grow your business (Herr, Kardes and Kim, 1999). 2.6.4 Factors Motivating Viral Marketing According to Chen, Iyer and Padmanabhan (2002), viral marketing involves two parties: the communicator and the receiver. Viral marketing will only start when the communicator is motivated to speak and the receiver is motivated to listen. Therefore, in order to understand how the process works, it is very important that understand the inherent motives. In the case of the receiver, motivation to listen may be affected by: (a) source reliability (Blodgett, Granbois and Walters, 1998); (b) interpersonal ties between the sender and receiver (Goldenberg, Libai and Muller, 2001); (c)product and purchasing situation characteristics such as high perceived risk (Bristor, 1990), newness, .and intangibility associated with services (Weinberger and Lepkowska-White, 2000); and (d) situational factors such as conditions where product information may be hard or impossible to get from the marketer, or where there is a shortage of time. In the case of the communicator, motivation to speak may be influenced by: (a) the personality of the communicator, for example, self-confidence (Bristor, 1990) and sociability (Richins, 1999); (b) the attitudes of the communicator, for example, a desire to help others (Lau and NG, 2001) and attitude towards complaining (Singh, 1990); (c) involvement with the product and with the purchase decision (Henning-Thurau, Gwinner, Walsh and Gremler, 2004); and (d) situational factors like â€Å"proximity of others during dissatisfaction† (Lau and NG, 2001). Viral marketing has quickly been recognized by many companies because of many successful examples: Marketers proved that a little budget they could motivate millions customers. They did so by encourage customer-to-customer communication to increase sales, brand awareness, and market share. Seth Godi uploads his ebook on the internet and the people can download for free and has the right to send to their friends. If they like, they can buy a print copy. Only three months, nearly one million people download the e-book. (Source from Tafe, 2007) Receivers getting a marketing message from familiar communicators participate more frequently in a campaign as initial contacts. Because the personal message which come from friends or people you know would be more credible than that coming directly from the self-interest advertiser (Goldenberg, Libai and Muller, 2001). Taking advantage of the inherent nature of internet as communication vehicles viral marketing enables consumers to share information and content within their social network easier and faster, there are without time and location limitation for internet communications (Naylor and Kleiser, 2000). Money incentive can works very effective when a viral marketing not clever and attractive enough for customers. Give referrers a reward can encourage fast spread of the marketing information. Those people who pass on your information can get something in return can encourage their passion to pass on the information. That something may be a gift or service related to your business or simply the knowledge that they have added value for others. 2.7 Measuring Success and Effective Many authors argue that what is a successful campaign? Can it based on the amount of number of people who positively interact with the campaign’s content or the sales created by the campaign? Although no a single measurement system has build up for viral marketing, measurement tools do exist, allow the markers use to tracking the process and effects of viral marketing. It is hard to know whether audiences care about the contents behind the campaigns, what ensure about the marketers maybe how many people see the campaign (Goldenberg, Libai and Muller, 2001). Shirky (2000) believed that viral marketing not always effective as it also have many disadvantages, and many situations would make it fail. The difference between a successful and unsuccessful viral marketing campaign is the campaign’s ability to connect with audiences and persuade them to pass on the message and ultimately the product or service (Kirby, 2006, p.92). Kirby (2006) recognizes that in order to increase the chances of a successful viral campaign many companies are starting to invest more into the planning and implementation of it. Freedma

Walden Two Essay -- essays research papers

Book Title: Walden Two Author: B.F. Skinner Pages: 301 I. SETTING: A. Time: mid 1940’s (after the end of WWII) B. Place: Walden Two, R.D. I, Canton C. Detailed description of the opening scene: Rogers and Steve just returning from war, and looking for a new beginning read an article on a man named Frazier who was planning to begin an experimental utopian society. They immediately become intrigued by the idea. Their interest brought them to the office of Professor Burris, one their former teachers to ask if he knew anything about Frazier, or about the new society Frazier is trying to build. Burris remembers Frazier as a classmate at his graduate school; he recalls his extremist ideas and his dislike for the institution. He also recalls discussions the two had shared about this "Utopian society." Reluctantly Burris agrees to contact Frazier, and sends him a letter. Immediately and enthusiastically he replies inviting Burris’ and his friends to visit the new community he has developed. Burris meets with the two men to inform them of the invitation, and agrees to take time off, to accomp any Rogers and Steve on a visit to "Walden Two," Frazier’s community. Rodger’s girlfriend Barbara, Steve’s girlfriend Mary, and Burris's colleague Castle also accompany them on the visit. II. THEME: a one-sentence statement of the theme of your novel Walden Two was Skinner’s attempt to portray what would occur if behaviorism were used to curve our society, he depicted a solution to the problems of modern life that involved a new beginning, an flee from our current society, and a dismissal of our political and econo... ...cters visiting the Utopian society of Walden Two engage in an abundance of dialogue, in order to discover the spirit and the principles behind this new community of Walden Two. Set speeches by main characters illustrate the points that Skinner wishes to make to the reader. Don't get me wrong, the ideas are challenging and the reading is not painful; there is even some dramatic tension. The thought of a society like Walden Two is intriguing, and the detail used by Skinner gives the reader a clear picture of what this society may look like, and how it operates. Overall the book was good, it was an enjoyable read, and wasn’t like other novels, it was individual. I would recommend this book to anyone who is open- minded, and is intrigued by the operations and possibility of alternate societies. Walden Two Essay -- essays research papers Book Title: Walden Two Author: B.F. Skinner Pages: 301 I. SETTING: A. Time: mid 1940’s (after the end of WWII) B. Place: Walden Two, R.D. I, Canton C. Detailed description of the opening scene: Rogers and Steve just returning from war, and looking for a new beginning read an article on a man named Frazier who was planning to begin an experimental utopian society. They immediately become intrigued by the idea. Their interest brought them to the office of Professor Burris, one their former teachers to ask if he knew anything about Frazier, or about the new society Frazier is trying to build. Burris remembers Frazier as a classmate at his graduate school; he recalls his extremist ideas and his dislike for the institution. He also recalls discussions the two had shared about this "Utopian society." Reluctantly Burris agrees to contact Frazier, and sends him a letter. Immediately and enthusiastically he replies inviting Burris’ and his friends to visit the new community he has developed. Burris meets with the two men to inform them of the invitation, and agrees to take time off, to accomp any Rogers and Steve on a visit to "Walden Two," Frazier’s community. Rodger’s girlfriend Barbara, Steve’s girlfriend Mary, and Burris's colleague Castle also accompany them on the visit. II. THEME: a one-sentence statement of the theme of your novel Walden Two was Skinner’s attempt to portray what would occur if behaviorism were used to curve our society, he depicted a solution to the problems of modern life that involved a new beginning, an flee from our current society, and a dismissal of our political and econo... ...cters visiting the Utopian society of Walden Two engage in an abundance of dialogue, in order to discover the spirit and the principles behind this new community of Walden Two. Set speeches by main characters illustrate the points that Skinner wishes to make to the reader. Don't get me wrong, the ideas are challenging and the reading is not painful; there is even some dramatic tension. The thought of a society like Walden Two is intriguing, and the detail used by Skinner gives the reader a clear picture of what this society may look like, and how it operates. Overall the book was good, it was an enjoyable read, and wasn’t like other novels, it was individual. I would recommend this book to anyone who is open- minded, and is intrigued by the operations and possibility of alternate societies.