Marketing: Select two products from the list of product categories below and using the teaching materials and any additional research explain what you think would be an appropriate promotions strategy for both them. In doing so compare and contrast

Promotion plays a significant role in increasing the market share of a product’s target consumers. In making decisions about the promotion strategy marketers make considerations about how the target market perceive the strategies such as advertisements, and offers on products and pricing adjustments. Promotion strategies are important to companies because they trigger an increase in sales for its survival. The strategies are carefully planned to ensure a return on the investment made (KnowThis.com, 2013). Promotion is very important as it a way of encouraging repeat customers, creating awareness of the product, triggering an increase in sales by creating demand, building interest among the target consumers and allowing customers to sample products before they make purchasing decisions (Lamb, Hair, & McDaniel, 2010). Promotion of products may be targeted towards the final consumer or those involved in the distribution channel. There are several ways to deliver promotion messages such as through the media, social media, postal mail and person to person promotion (KnowThis.com, 2013). Promotional strategies for the carbonated soft drinks and breakfast equipment are anchored on segmentation, targeting, positioning and messaging elements of a successful promotions strategy.

Segmentation for Sprite carbonated drink would be based on varied criteria based on demographics and behavior patterns of young people. All ages of middle and upper income levels are able to purchase a bottle of Sprite for consumption during outdoor activities (Irish Times Business, 2000). The promotion strategy is tailored to suit both males and females because they enjoy outdoor activities in the same way. However, males may have more opportunities to consume Sprite carbonated soft drink owing to their inclination to participate in sporting activities more than women. The young people are also the most likely to organize and attend social events such as parties and weddings  and the promotion strategy must addresses this market segment for the above reasons.

K protein plus cereal consumer segmentation covers people in different ages, gender and economic class. It may be consumed by the young and the elderly alike both males and females. It has a high fiber and protein level suitable for health conscious people as well as those seeking to lose weight through diets. The product is particularly attractive to professional women of child bearing age who have a special interest in foods with low metabolism rates. This is convenient for them to adhere to diet requirements without starving (All India Association, 2009).

K protein plus breakfast cereals may reach the most suitable target market of professional women between the 25 to 45 years through securing celebrities in the food and health industries to act as the spokespeople of the product. Their images may be used in banners and visibility props to be set up at strategic positions in in stores as a way of attracting customers to buy the products. The consumers will also have an extra incentive to purchase the commodities by receiving coupons that may be redeemed for a variety of prizes after the expiration of the promotion period.

The most suitable target market for Sprite carbonated soft drink is the young people between 10 and 35 years regardless of the income levels of their families. This is because this target group would go at any length to purchase the soft drink because e of the music and sport celebrity euphoria created through promotional activities. Young people are attracted to trends and because celebrities play a significant role in setting trends. Promotional activities that showcase celebrity association with the soft drink would be the most successful in attracting the customers. The influence from celebrities would drive this target group to reject substitutes with higher prices and those that fail to use celebrity influence in their marketing.

Positioning of Sprite shall further a perception that it is the ideal soft drink for young people seeking to protect their image in line with its slogan that depict that image is what matters most for its consumers. Young people will display an attractive image to their peers by consuming the trendiest carbonated soft drink. Positioning of the K protein plus cereal will be similar to Sprite’s because the underlying concept is maintaining a good image. Sprite guards consumers’ social image while K protein plus cereal protects the body image through healthy eating. It is anchored on driving the perception that it is the most ideal cereal for professional women seeking to maintain a healthy lifestyle by consuming healthy foods. K protein plus will be the most sought for cereal because of its high protein content and its capacity to provide adequate  energy levels over a prolonged period of time. It also helps the women to resist the temptation to consume junk food for better weight management.

The communication targeting the K protein plus breakfast cereals consumers shall incorporate an incentive to prompt existing and potential customers to buy more of the product. The promotion will do so through using physicians and nutrition experts to advocate for the K Protein plus breakfast cereal. They will indicate that it contains the nutritional content required for health living. This will particularly target people that are on a diet and those wishing to refrain from taking fatty and unhealthier foods for breakfast. The message will also be delivered by the players in the products’ distribution channel such as retailers and supermarkets who will display visibility props in their stores to attract more customers to the product.

The Sprite carbonated soft drinks will use advertisements having sports celebrities in its marketing communication. Consumers’ interest on the product shall be stimulated after airing the advertisements showcasing sporting celebrities on television. It shall be followed by another sales promotion strategy involving sales people accompanying local music celebrities on the road shows. The sales people will persuade customers who have already developed interest through the advertisements on television and reinforced through entertainment and testimonies of music celebrities to make purchases at discounted prices during the road show. The music celebrities will be carefully chosen to showcase the energized state after consuming the Sprite carbonated soft drink. This will also attract a significant number of music enthusiasts that idolize those music artists to purchase the exercise equipment.

The promotions strategy for both the carbonated soft drinks and the breakfast cereals is similar in its segmentation because the products may be consumed by people of different ages, all genders and social economic standing. However, its targeting is different because the cereal promotion mainly targets professional women of childbearing age that seek to manage their weight through dieting. Sprite targets young people both male and female who lead active social lives through social and sporting events. In terms of messaging, both products will use various forms of communication such as television advertisements, visibility props and celebrities to attract consumers wishing to emulate the lifestyles led by the celebrities that they idolize. Sprite will also us road shows to increase sales made by on the ground sales people while K protein plus cereals will use the distribution channels to maximize on their sales. In their positioning both products will ride on the goal of protecting the image of the consumers with Sprite capitalizing on the social image while the cereals capitalize on the body image of the consumers.

 

References

All India Association. (2009). Kellogs K Strategy: Tapping New market Segment. Retrieved November 27, 2013, from All India Association: http://ssrn.com/abstract=1444672

Irish Times Business. (2000, August 7). Sprite-An Innovative Product Launch. Retrieved November 27, 2013, from Business 2000: http://www.business2000.ie/pdf/pdf_6/coca-cola_6th_ed.pdf

KnowThis.com. (2013). Principles of Marketing Tutorials. Retrieved November 27, 2013, from KnowThis.com: http://www.knowthis.com/principles-of-marketing-tutorials

Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2010). Essentials of Marketing. New York: Cengage Learning.

 

 

 

Introduction to Sociocultural and Linguistic Anthropology

Introduction

A subculture can be defined as culture within a mainstream of a larger culture, having its distinct values, beliefs, and practices[1]. This minor category of a subculture explains the characteristic behavior of social groups, and defines their practices. Language has been largely used as a way of asserting the identity of an individual, group, or society. It creates one’s distinctiveness as well as character, and collectively, it brings out the relevant practices of a people that believe in the same ideologies[2]. In other words, it encourages social ties which stem from having unique but common identities. One of the most distinct subcultures in the current society today is the gay and lesbian subculture[3]. In Urban China, this subculture features very strongly and has recognizable set of practices, beliefs, customs, and linguistic dimensions. This paper proceeds to critically analyze the linguistic dimensions of this subculture, with a focus on the local, regional, and international aspects.

Description of the Linguistic Dimensions of Gay and Lesbian Subculture of Urban China

The use of language can be used to elaborately articulate the behavior and practices of any subculture, including the gay and lesbian subculture of urban China. This paper identifies how linguistic hegemony has helped shape the beliefs and practices of the subculture, based on its specific dimensions. Just like many subcultures that have existed in the modern culture, the linguistic dimensions of the China-based subculture have undergone different contradictions, considering the aspects of durations and specificities each new segment of the group’s language has been able to assume[4]. The main emphasis that this paper centers on is the continuous slippage that the language of this subculture has been able to make from any sociologically conceived conjuncture[5].

The inheritance of a different language by the socially deviant culture set a very distinct demarcation and led to a diversity of speech groups, being defined by their same-sex practices.         The subculture has always assumed a language that articulates its social practice, so that they are put in the limelight and identified as socially equal beings[6]. Basically, in the contemporary Chinese society, “lesbian” and ‘gay” are not very attractive words, though there are no conscious efforts that have been put in place to preclude individuals from ascribing to such terms as heterosexual and homosexual. In the Chinese media, these acts of same sex are described in the media as a form of perversion, commonly referred to as tongxinglian[7]. This is a condition that has been infused by the naturally existent forms of hierarchy, domination, and discrimination that are relevant in the contemporary social realm of Urban China.

As the community of the same-sex relationships have continued to gain a great deal of popularity among the youth and even queer adults, the members have developed the use of secretive slang and effeminate language. For instance, such terms as “molly” have been used to refer to homosexual men, basically meaning “soft”. Besides, “Bugger” has been used to refer to the perverse act of anal penetration, irrespective of the passive participant’s sex[8]. Many other terms have been used with this subculture, based on whether it is applied locally, globally, or regionally.

The main feature that emerges from the study of the linguistic dimensions of the gay and lesbian subculture of urban China is that the use of secretive language and slang is very definitive and distinctive. An individual is usually identified based on the knowledge of such terms. What is more, just like any other slang, the language of the subculture has been subject to frequent revisions and changes, meaning what has a meaning today may not have the same implication one year later[9]. As the subculture continues to be discriminated and prejudiced on social grounds, its language has continued to become more secretive, such that only members that share the same beliefs and practices are bale to blend in[10]. Moreover, inasmuch as this subculture is specific to urban China, the practices, beliefs, and linguistic dimensions of all gays and lesbians around the globe change in a similar manner, painting the picture of a collective sub-group with strong social identity.

Conclusion

From the information presented herein, it emerges that the language of any subculture is one of its key identity components. Basically, apart from the principal role of being a form of communication, language has emerged as a strong aspect of articulating identities, beliefs, and practices. The gay and lesbian subculture in urban China is distinctive in its aspect of using slang, secretive, and rapidly changing language that is common across the international platform.

 

Bibliography

Norton, Bonny. Identity and Language Learning : Extending the Conversation. Bristol: Multilingual Matters, 2013.

Eckert, Linguistic Variation as Social Practice, 2000.

Schröder, Tobias, et al. “Affective meanings of stereotyped social groups in cross-cultural comparison.” Group Processes & Intergroup Relations 16, no. 6 (November 2013): 717.

Haenfler, Ross. 2013. Subcultures The Basics. [N.p.]: Routledge, 2013.

Duarte, Joana, and Ingrid Gogolin. Linguistic Superdiversity in Urban Areas: Research Approaches. [N.p.]: John Benjamins Publishing Company, 2013.

Kristiansen, Gitte, Francisco J. Ruiz de Mendoza Ibáñez, and Caleb Everett. 2013. Linguistic Relativity. [N.p.]: De Gruyter Mouton, 2013.

Ho, Loretta Wing Wah. Gay and Lesbian Subculture in Urban China. London: Routledge, 2009.

Engebretsen, Elisabeth L. Queer Women in Urban China: An Ethnography. [N.p.]: Routledge, 2013.

Kulick, Don. “Gay and lesbian language.” Annual Review Of Anthropology 29, no. 1: 243, 2000.

Baker, Paul. “From gay language to normative discourse: A diachronic corpus analysis of Lavender Linguistics conference abstracts 1994-2012.” Journal Of Language & Sexuality 2, no. 2: 179, 2013.

 

 

 

[1] Haenfler, Ross. Subcultures The Basics. [N.p.]: Routledge, 2013.

 

[2] Norton, Bonny. Identity and Language Learning : Extending the Conversation. Bristol: Multilingual Matters, 2013.

[3] Schröder, Tobias, et al. “Affective meanings of stereotyped social groups in cross-cultural comparison.” Group Processes & Intergroup Relations 16, no. 6 (November 2013): 717.

 

[4] Engebretsen, Elisabeth L. Queer Women in Urban China: An Ethnography. [N.p.]: Routledge, 2013.

[5] Norton Bonny, 24.

 

[6] Eckert. Linguistic Variation as Social Practice, 2000.

[7] Baker, Paul. “From gay language to normative discourse: A diachronic corpus analysis of Lavender Linguistics conference abstracts 1994-2012.” Journal Of Language & Sexuality 2, no. 2: 179, 2013.

[8] Kristiansen, Gitte, Francisco J. Ruiz de Mendoza Ibáñez, and Caleb Everett. Linguistic Relativity. [N.p.]: De Gruyter Mouton, 2013.

[9] Ho, Loretta Wing Wah. Gay and Lesbian Subculture in Urban China. London: Routledge, 2009.

[10] Duarte, Joana, and Ingrid Gogolin. Linguistic Superdiversity in Urban Areas: Research Approaches. [N.p.]: John Benjamins Publishing Company, 2013.

 

 

Marketing Strategy for Child Care Business

Introduction

Following the set objectives of the Happy Baby Care Centre on the sales growth of 20 % and 15% market share for the first year of its operation, the organization is mandated to have effective marketing strategies that will reflect the above growths. According to Markides and Sosa (2013), better sales and market share growth can only be achieved through an effective marketing approach by the organization. For instance, Happy Baby Care Centre will ensure that proper communication and effective marketing approach are used during marketing. Some of the marketing approaches that need to be considered by the organization as proposed by Kim and Smith (2007) include promotions, exhibitions, after sales services, provision of quality and affordable childcare services among other. Additionally, the organization will also consider various channels that will suit its marketing strategies. Some of the marketing communication channels that the organization will consider include advertising through radios and televisions channels, use of billboards, bronchus and road shows within the location where the centre is situated. Moreover, all the above marketing strategies must fall within the planned marketing funds by the organization.

Information Required by Customers concerning Happy Baby Care Center

            Happy Baby Care Center being an organization that is new in the market, it is important for the organization to provide any necessary information about the organization to their customers during the marketing process. For instance, it is important for customers to know the location of the center. Therefore, the organization will be required to provide its physical addresses, mobile numbers addresses, the organizational website and customer care contacts of the organization. Such information will be helpful as they will provide customers with the opportunity of getting any information of the organization as found by Arnold (2005). Apart from the organizational addresses, Happy Baby Care Center is also required to inform their customers on the services to be offered by the organization, charges of the services, organizational structure of the organization and some of the after sales services that the organization offers to their clients (Huff, 2007).

Personal Selling

            During marketing, the organization will also consider personal selling as part of its marketing approach. Through this practice, the organization will ensure that it train some of its personal selling selected team. Some of the training skills that the organization will provide to its personal selling team as revealed by Arnold (2005) will include proper and effective communication skills that the team will use during marketing, better public relations, convincing power skills and the ability to identify the organization target markets and locations. For effective personal selling to achieved, Happy Baby Care Center will ensure that it motivate its personal selling team. Therefore, the team will be given a target to meet, which will lead to the provision of various rewards such as salary increment, provisions of gifts and additional commissions on top of their salaries (Huff, 2007).

Evaluation of personal selling will be based on the potential and ability of the personal selling team in attracting customers towards services of the organization. Therefore, the process will be evaluated based on the number of customers that are reached and attracted on a daily basis (Markides & Sosa, 2013). These will be customers who will be convinced to register their children with the organization. Thus, in order to ensure that an effective personal selling is achieved, the team will be required to separate into groups and ensure that they visit different places daily. This approach will ensure that better and effective personal selling is realized (Kim & Smith, 2007).

Communication Objectives

            According to the objectives plans of the Happy Baby Care Center, the organization has a number of targets that it needs to achieve within a span of one year. For instance, the organization desires is to hit a sales growth of 20% and 15% market share within the first one year. Additionally, the organization has the plan of having a minimum of 200 children at the end of the first year. The above objects of the organization can only be achieved through developing of an effective communication within the organization. Hence, the organization must ensure that it develop better relationship with its clients through effective and continuous communications (Markides & Sosa, 2013).

Communication Strategy

For an effective communication to be realized towards marketing for the Happy Baby Care Center, the organization focuses on the use different media communication channels. For instance, the organization is planning to use advertisement through televisions and radio stations. Others will include the use of billboards and bronchus. Additionally, the use of public relations will be part of the advertising program (Arnold, 2005). This approach will be used by the organization in order to ensure effective communication and relations between the organization and its customers. Additionally, the organization is planning to use various promotions such as exhibitions, after sales services such as free delivery and offers where a client with three children will be required to pay services for two children. Promotion effective will be measured based on customers’ response on the services offered by the organization.

 

References:

Arnold, M. (2005). Effective Communication Techniques for Child Care. Stamford: Cengage Learning.

Huff, P.Y. (2007). Make Your Business Survive and Thrive!: 100+ Proven Marketing Methods to Help You Beat the Odds and Build a Successful Small or Home-Based Enterprise. Hoboken: John Wiley & Sons.

Kim, Y.K & Smith, A.K. 2007. Providing a critical services today for tomorrow’s consumers: A relational model of customer evaluations and responses in the childcare industry. Journal of Retailing and Customer Services, 14(2007): 232-245.

Markides, C & Sosa, L. 2013. Pioneering and First Movers Advantages: The Importance of Business Models. Long Range Planning, 46(4-5): 325-334.

 

 

 Policy proposal:

 Black on the block: The Politics of Race and Class in the City. Mary Pattillo. Chicago: University of Chicago Press, 2007. 388 Pp.

Mary Pattillo uses the remarkable increase, frightening plunge, and evenly vivid regeneration of Chicago’s North Kenwood-Oakland to deeply investigate affairs of state that include the class and race in a more modern urban America through her work in Black on the Block. Poverty in North Kenwood-Oakland automatically increased from the drugs, gangs and violence that overwhelmed the area according to Pattillo’s work. Hence during the late 1980’s activists from this area came together and decided to deal with the main problems that affected the region. Pattilo’s work shows the story of how these activists revived the region that continues to thrive today.

Gentrification:

History of the Topic:

The process by which wealthier people; move into, renovate, restore houses and at times businesses while replacing the poor population is known as gentrification. This often happens to inner cities or other major depreciated areas that are former homes to the marginalized poor community.  The term gentrification was actually discovered in 1964 by a British sociologist by the name Ruth Glass (Amanda, B. 2009).

Prevalence of the Issue:

It should be noted that gentrification affects mainly a region’s demographics in that the rise in middle income people who move closer to poorer and marginalized community often result in a major decline in racial minorities. Again the household size of families lessens because the low income earning families are replaced by young families who unlike their counterparts desire to be closer to their jobs and operations in the urban cities (Pattillo 2007).

It is evidently clear that when gentrification occurs the real estate markets often change drastically. The raise in the house rents and home values significantly lead to a raise in evictions. Hence as the real estate changes land use is also distorted.  Before gentrification takes place, most of these areas are concentrated with low income accommodation and at times light industries that employ the marginalized in the regions.

 

Back Ground Causes and How They Affect Black Americans:

In her book, Pattillo efforts in trying to save the Black Americans from the white dominance with an expectation of creating a much more stable economy are shown.  This was her idea of trying to achieve a much more perfect black community. As a result the low class people who were previously much dependent on the public housing had to pave way for the upper middle class. It is this fact that hence gave a certain economic order the ability to determine an individual’s lifestyle (Pattillo 2007).

Again before the late sixties when the racial disparities between the whites and the blacks was more common, there was a habit by the whites to move away from the inner city dwellings that were termed as the residence s of the marginalized working class mostly entailed of the blacks and other specific impoverished groups such as the Latino Americans. The whites mostly moved into more wealthy gated communities that distinguished them from their counterparts.  However there were some blacks who experienced economic advancement and thus started to compete with the whites by moving in to their suburbs. This again saw some whites who were ready to relocate back to the now emptied and deserted black neighborhoods that had been otherwise renovated to some high valued residences. Hence the original focus was to emancipate the black community from the political and socio-economic dominance by the whites, this spirit had been taken away from them and they thus focused their energy on economic status between themselves forgetting  the most significant and important trend (Pattillo 2007).

Outline of a crime policy as presented in the book:

The intrusion of the deteriorated neighborhoods by the whites according to the author poses as a crime policy that mainly affects the poor middle class Black Americans in the said neighbor hoods. Thus it should be noted that an established racial integration and socio- economic process may be a vital step in trying to achieve social harmony.

Policy proposal:

Experts have gone ahead and portrayed a picture of poor neighborhoods that are helplessly short of work and involved in high risk, violent and illegal drug businesses.  Thus America’s new and renewed interest in city life has heighted the premiums on the urban neighborhoods and has seen pressure build on areas that were once considered undesirable to live (Aaron, M. 2013).

Scope of the proposal:

The modern America is currently experiencing inequality in income and class divisions causing a huge problem on the different ways individuals and businesses coexist. It is thus vital for the implementation of a renewed middle class job approach and development of specific neighborhoods that will act as engines of upward mobility.

 

 

 

Target Audience:

The target audience should be marginalized middle class levels who are under threat of the upper middle class dominance.

Program goals:

The main program goal of such kind of a policy proposal is to highly guard the social, economic and political harmony between different race segregations around the globe, hence defending the revival of previously poor neighborhoods.

The following goals will be achieved:

Protection of the low class residents who are forcefully evicted from their neighborhoods will be achieved. Eradication of the unfavorable situations for the poor in terms of, high housing rents and land prices will eventually be dealt with (Aaron, M. 2013).

Strategic ways of evaluating the policy program effectiveness:

Arguably reducing the emergence of joblessness thus poverty amongst the young African Americans in the neighborhoods is a vital approach for such a program to work. Again for such a policy to be effective, strategic measures must be put in place to counter racial discrimination. Strategic involvement in social investment and massive education of the marginalized will lead to an effective program (Bruce, W. and Christophe, W 2008).

Conclusion:

The family lifestyle of marginalized poor African Families in urban societies have continued to be stressed by race and class politics. Hence the continued battle and quest for equal rights is a battle with many challenges since a practice such as gentrification deeply changes what people think of their societies.

 

Works cited:

 

Edsall, Thomas B., and Mary D. E. (1991). Chain reaction: The impact of race, rights, and taxes on American politics. New York: Norton.

 

Kasarda, J. (1989) Urban industrial transition and the underclass. The Annals of the American Academy of Political and Social Sciences 501:26-47.

 

Mary P. (2007) Black on the block: The Politics of Race and Class in the City. Chicago: University of Chicago Press.

 

 

Charles, Camille Zubrinsky. (2003) “The Dynamics of Racial Residential Segregation.” Annual

Review of Sociology 29:167-207.

 

Hirsch, Arnold R. (1998). Making of the Second Ghetto. Chicago: Race and Housing.

Business History of Germany and Germany’s Position within the EU

Introduction

Germany is officially known as the Federal Republic of Germany and located in the Western Central part of Europe; the government system takes the form of federal parliamentary republic. Germany is made up of sixteen states with Berlin considered as the capital city. Germany holds more than eighty million people with nation having the highest population among the countries in the European Union. It has been noted that the business history of Germany has placed Germany as the political and economic power in the European continent. Germany also is a historical leader in theoretical, cultural and technical fields in the European Union.

Main body

The economy of Germany is the fourth largest in the world considering the nominal Gross Domestic Product (GDP) and placed at the fifth position reflecting at the purchasing power parity (PPP). Germany is the global leader in diverse technologies and industrial sectors placing it as the third largest importer and the second largest exporter of goods in the world. Germany is one of the most developed nations in the European Union rich in political history and cultural history, the living standards of Germans is very high compared to other nations of the European Union.

History indicated that Germany is home to influential music composers, philosophers, inventors and scientist; a model that has shaped the business history of Germany and the position of the nation within the European Union (EU). Germany in 1957 was among the founders of the European Community, which was later transformed in 1993 to be European Union. Germany since 1999 is considered part Eurozone occupying the Schengen area. Germany is also a member of Council of Europe, United Nations, North Atlantic Treaty Organization (NATO), Group of Eight (G8 : Canada, France, Germany, Italy, Japan, Russia, United States and United Kingdom), member of the Group of Twenty (G-20) economies, Council of Europe and a member of the Organization for Economic Co-operation and Development (OCDE).

The economy of Germany is the largest within Europe hence playing a significant role in the European Union. Germany over centuries has been influential in spearheading globalization basing on its industrial capitalism. Surveys have indicated that Germany has limited raw materials, an indication that the country imports most of the raw materials. The only raw materials available in Germany are potash and lignite available in amounts considered significant. Most of the power plants in Germany are propelled by lignite, with the nation importing more than two thirds of the consumed energy.

The economy is mainly supported by the service sector accounting to seventy percent, industry sector accounts to twenty nine percent and the remaining one percent is supported by agriculture. The majority of the products are automobiles, chemical goods, metals and machinery; which are products of engineering. Majority of fortune companies in the European Union are based in Germany.

History has shown that Germany before the 1850s was behind France, Britain and Belgium in industrial development. In 1900 Germany became the global leader considering industrialization, closely followed by the United States and United Kingdom. It was argued that in the 1800s, the social structure of the Germans was poorly suited to managing economic development and entrepreneurship. The period was characterized with the conquests of Napoleon in the era of the French Revolution between 1790s and 1815. The period was characterized with diverse reforms in institutions which included doing away with the restrictions directed at feudal. Large estates ceased to be sold and the guilds in the cities were accorded minimized powers. Germany adopted a new commercial law that was very efficient and considerate on a number of variables. Germany still honored traditionalism as part ways of doing business.

There was a time when Germany was held up by bureaucracies basing on many restrictions and rules in churches, guilds, aristocracy and in the government. Such diverse restrictions and rules held back the spirit of entrepreneurship in Germany. In the 1830s and 1840s, some of the German states identifying with Saxony and Prussia among others reorganized agriculture and produced the much needed food which made the rural folks to venture into industrialization.

Industrial revolution experienced in Germany was initiated by the textile industry in 1834, which was made possible by doing away with Zollverein customs union tariff barriers. The revolution of the railroad came into force in the 1840s which helped in opening up new markets and jobs for professionals. The railroad facilitated middle level managers, engineers, machinists, architects and enhanced large scale production of iron and coal. Both the East Germany and the West Germany contributed to the economic takeoff of Germany. The history of Germany and its economy has been improved by the unification of East Germany and West Germany, which has made Germany stand strongest economically reflecting on the European Union.

 

Conclusion

Germany is the strongest economy in the European Union, having led for decades. Germany has stood strong even after other economies in the European region face budget cuts, sluggish growth and unending borrowing binges. Germany successfully came out of the global recession that affected the majority of major economies in the world. Germany is an influential player in the European Union.

 

 

Jane Austen

Born in Steventon, England, as the seventh child of Cassandra and George Austen, Jane Austen (December 1975-July 1817) is one of the most respected authors of our time. Though not widely known during her lifetime, Jane’s comic novels of love gained significant popularity after 1869 (Whitson 24). Recently, she has gained more recognition and mention after four of her novels adapted television and film, with her literary work regarded one of the finest in the modern world. In most of her work, Jane wrote of the trials and tribulations of the middle class in the early nineteenth century. Chronologically, Jane’s six novels fall into two natural groups. Whereas the first three novels; Pride & Prejudice, Northange Abbey and Sense and Sensibility were written and revised before their final publication, the other three novels; Emma, Mansfield Park and Persuasion belong to Jane’s years of maturity. Ideally, Jane Austen’s novels reveal a growing perfection of style and restraint. Her novels do not only thrill the readers, but they also offer excellent guidance to the upcoming writers. This paper hopes to discuss Jane Austen’s perception and style, the feminist style as expressed in her novels and her impact on literature.

Perception and Style

In most cases, the most superficial examination of the work of literature is to have a quick look at its cover. Even without considering much of the design of the cover, it is the title of a book/novel that bears a number of layers of information one is expected to find about the content and the author. When it came to marketing her novels, Jane Austen seems to have mastered the ‘art’. In most of her work, the conversations, thoughts and behavior of the characters become obvious without the noticeable interference of a narrator through her flexible narrative techniques. But what is Jane Austen’s perception and style in her writing?

While Jane’s novels are believed to have ‘fairy tale elements’, most of her work is characterized as “comedies of manners of country house novels” (Javeid, Bashir and Raza 139). Compared to other literary work of the 19th century, which have more narrative and scenic description, Austen’s novels contain much more dialogue. She in this case shapes a distinguishing voice for each character. Nevertheless, Jane Austen’s distinguishing writing style shows a blend of irony, satire, realism, mockery and free indirect speech. In most of her work, she used mockery and satire for comic effect and irony to challenge the representation of women in the eighteenth century and hypocrisy in the society.

Jane Austen also uses several rhetorical schemes to shape the responses of the reader. In Pride and Prejudice, Northanger Abbey and Emma for instance, Jane’s writing techniques work through characterization, narrative, style and reader-narrator relationship as a way of encouraging the readers to exercise their perception. Her consistent use of conceptual terms to describe behavior encourages the readers to use the terms to analyze behavior while adopting the standards the terms imply (Kariya 1). She is in this case able to entice the reader to continue reading even without much suspense.

Additionally, Jane’s use of ironic language delights the readers and encourages them to differentiate between reality and appearance. She in this case encourages the audience to view character as more important than appearance. She also manages to retain the interest of the readers through her realistic characters, while shaping their perception in the ways she represents her speech. Jane also deepens the readers’ understanding of the theme and the exercise of the judgment while encouraging perception and sympathy of readers by allowing them to make their own decisions about some characters (Rodham 1). Jane’s narrative method also creates a double view for readers so that they must sort out their perceptions just as the mortal heroines must.

While Jane’s plots seem to be more about education, marriage and feminism, the theme of her works dwells more on “religious seriousness”, “duty to the society” and “good manners”. People and especially women must in this case behave well in order to be recognized in the society. In most of her novels, thoughtful reading is connected with moral and intellectual development. Most scholars have also debated on the extent to which Jane’s writings express the themes on “feminism”.

Jane Austen’s work has also been described as politically progressive and conservative. For instance, some critics maintain that Jane’s “superwomen” sustain the existing social structure through their sacrifice and dedication. Throughout her work however, there is war between the claims of the society and that of an individual. She is in this case considered one of the pioneers of the interiorized, modern novel character (Javeid et al 140).

Generally, Jane embodies feminization of the English literature. In her work, the men do not appear alone and they seem to be always accompanied by women and engaged in such activities that women can participate in to portray lack of masculinity. While this is regrettable, Jane’s work ought to be praised for its uniqueness. As a matter of fact, the artistic excellence of her novels deserves to be highly praised. Her plots are for instance executed and contrived with excellent skill. She in this case does not leave any deviations or loose ends dangling and there seems to be no redundancy among her characters (Whitson 55). While the dialogues are natural, they are lovely and help to develop the plot and the evolution of character. Jane’s style in this case appears concise and balanced.

The Feminist Style

            Throughout history, women have been feminists (Whiston 6). Whereas Austen is characterized as a feminist writer, a great deal of her criticism is from a feminist perspective. Looking at Austen from a feminist perspective, it seems ironic that the author placed more emphasis on love and marriage. On the periphery, Austen conforms to the attitudes and ideas of her society since some of her main characters are in search of marriage based on wealth. She maintains that women must use their God-given feminist qualities to entice only the men who are considered important in the society.

By no means, Jane Austen was a radical feminist by the standards of today. She has been said to be a feminist because of her “portrayal of women” in her novels, probably emanating from her background. During the ancient period, women were not expected to maintain a life for themselves. Their families influenced them to marry to the affluent in order to have a good future and be provided for by their husbands. As evident in Pride and Prejudice, more emphasis was placed on money and class. The living style as a consequence provided the background to feminism, prompting Austen to paint the world she knew (Kruger, Fisher, Strout and Lewis 199).

According to Austen, a woman must be “a certain type of person” and act in a certain way in order to be accepted, respected and deemed accomplished. The perfect lady in this case is the one who achieves all this. She is the representative of the times and Jane successfully exploits feminist perfection to show that her society was quite the opposite when it came to the lives of women. In the ancient times, no woman was considered accomplished in spite of the efforts shown to do so.

On the other hand, Austen juxtaposes “the perfect lady” in order to show that the perfect lady is really a shallow-minded conformist (Whitson 44). With characters like “Miss Bingley”, however, Jane creates resentment for the accomplished lady generalization in the reader’s head. The reader at this point dislikes the highlight of the English society, realizes its sexism in restricting the freewill of women while favoring the characters that are vessels for feminist notions like Elizabeth.

Evidently, Austen holds feminist opinions and uses Pride and Prejudice to portray them. In Jane’s society, the ladies in the upper class are almost always treated as breakable goddesses with marriage being considered an elegant courting ritual and an important part of any society (Javeid et al 139). Jane however portrays the perfect ladies as “gossips, fakes, idiots, snobs and liars” and marriage as “one-sided affair” where women are forced into the sexism of early 19^th century England. She further shows that the place of the woman in the society takes away her free will while encouraging conformity.

In most of Jane’s work, feminism is also inseparable from education. “Harriet” in the marriage passage is used as atypical example of how women were expected to view marriage. They were in this case supposed to be accomplished in female things including singing, drawing or playing musical instruments. Together with charm, these accomplishments were meant to help a woman get a suitable husband, one who would take good financial care of her (Javeid et al 140).

The Impact on Literature

            As Misslda (1) depicts, English writing has been the good example of literature in the whole world.  As a writer who was herself inspired by “Ann Radcliffe” and “Fanny Burney”, Jane has herself inspired young writers in more than ten decades.  In 1913 for instance, the first fiction work was developed based on her literary work. In the fan fiction, “Old Friends & New Fancies” by Briton, Sybil, the author mixes the characters from Jane’s literature and makes them blend (Misslda 1). Other famous writers influenced by Jane Austen include “Joanne Rowling” of Harry Potter Series, “Stephanie Meyer” of Twilight Saga, where the series of Sense and Sensibility and Pride and Prejudice are mentioned. Other authors who have written fiction with Austen’s motivation include “Amanda George” and “Seth Grahame-Smith”.

According to Javeid, Bashir and Raza (140), Jane Austen provided castigation and reformation to the 18^th century novel and was among the literary personalities who wrote pure novels. While her concepts were refined and simplified to reflect the true picture of the English society during her time, she maintained her focus on the structural and technical importance of a novel. Instead of expanding the existing themes of the romantic age, she focused on the basic human sentiments and emotions experienced during everyday life. As Javeid and colleagues maintain, Jane was one of the best examples of the individuals who wrote art for art’s sake (140).

By helping readers to enhance and practice the main ethical skills of empathizing with other peoples’ perspectives and lives, literature has a significant though indirect role in moral education. Austen’s books are for instance credited for spreading novel reading while reducing violence in the past centuries. By providing the readers with mediated understanding of the feelings of others, people as a society become less cruel. Austen’s literary power also extends beyond the areas of feminism and romance (Wiegard 1). She has for instance been able to offer criticism of social and political limitations of her day at the same time that her heroines lived within those structures. Austen also shows her readers how to look at themselves and how to identify and analyze their own moral character. She not only teaches how to live well, but also how to love well.

Jane’s literary work also teaches on moral education. Her novels portray virtuous characteristics for the kind of lives that most of us live in the contemporary society. While respecting the capacities of her readers, Jane carries out her mission of moral education with brilliance and flair (Rodham 1). Austen has also widely contributed her ironic world view to the English novels. The view mostly lies in her recognition that men must make choices from two mutually exclusive things. While the two are equally desirable and equally attractive, they are ironically incompatible.

Additionally, Jane Austen has successfully brought dramatic plots in English novels and literature. She has successfully entwined the perfect association of the characters and the action, the unity of purposes, and the dramatic short, ironical and engaging dialogues (Rodham 1).

Moreover, beyond the issue of romance, Austen’s work carries a central message that women are important and are a fit subject of literary effort (Wiegard 1). With years, even male writers have internalized their knowledge while struggling to populate their literary work with female characters as active agents in their stories. Jane’s familiarity with the world and her unique tact to come up with characters that the reader is able to recognize very easily also makes her a very important figure in the literature history. On the other hand, some critiques maintain that Austen’s work is outdated since the literature and the world have moved on. She cannot in this case be said to be realistic not only because the current readers cannot relate to the lives of Regency tales, but also because Austen does not meet the contemporary literary standards.

On the other hand, an impartial and objective approximation of Jane’s influence to the development of the English literature involves comparisons, which might undermine her self-imposed imitation as an artist. Ideally, Austen’s range of literature is generally narrow (Javeid et. al 139). The plots revolve around four or three families in the countryside and a few typed characters. Repeated in each of her novels, “love” and “marriage” seem to be the only theme. While the reader does not find deep philosophy of life in her literature, there are also no concealed meanings to be unearthed in the novel.

While Jane’s life scope was rather limited, she managed to understand and estimate the realistic values of life with fineness and accuracy. In summary, one would sum up her novels by noting that they are genuinely narrow and restricted in their range. While she is reserved and relates to the domestic issues of a household, Jane’s themes are concerned with matrimony, social in nature, confined to country side and more or less the middle and upper middle class. Unlike most of modern literature, one does not encounter sudden changes, breath-taking climaxes, unexpected twists or sensational thrills in any of her work. Ideally, Jane’s novels are domestic works, centered on marriage. Most of her moral discussion and commentary is directed towards defining the conditions of a good marriage and preparing one for a good marriage.

Generally, although Jane’s work enjoyed only modest success in their time, she now occupies an unusual position among literary figures by being both a popular writer with a large and fanatical fan base and a classical writer with a secure position in the literary world. Whereas her novels have been subjected to all kind of historical, critical and theoretical analysis, they have been adapted for radio, theatre and film. Despite the moral lessons one can get from Jane Austen’s work, she is not a prototype of any ideology. One sees her envision of knowledge and respect for human nature and its stubborn independence from social and political structures.

Conclusively, Jane Austen is as relevant today to human existence as she was when she wrote her novels. Modern characters continue exploring her lively characters, her tension between the woman and society and subtle humor whenever they read her novels. As a matter of fact, Jane Austen will remain an “excellent moralist” from whom we still have much to learn today.

 

 

 

Works Cited

Javeid, Bashir and Raza, Ali. “The Concept of Marriage in Pakistan with Reference to Jane

Austen’s Pride & Prejudice”. International Journal of Research Management, 2:4 (2012), 138-147.

Kariya, Dhimant. “Jane Austen & Her Contribution”, .Philica.Com, 327 (2012).

Kruger, Fisher, Strout and Lewis, Shelby. “Variation in Women’s Mating Strategies

Depicted in the Works & Words of Jane Austen”. Journal of Social, Evolutionary, and Cultural Psychology, 7:3 (2013), 197-210

Misslda. “Jane Austen: Her Life, Her Writing & Her Influence on Today’s Literature”. Period

            Drama Blog, January 2010.

Rodham, Thomas. “Reading Jane Austen as a Moral Philosopher”. Philosophy Now.

Whitson, Kathy. Encyclopedia of Feminist Literature. USA: Greenwood Publishing Group,

2004.

Wiegard, Chris. “How Jane Austen Influence Literature”. 19^th Century US History, February 12,

2011.

Ethical Compensation scheme

A CEO compensation scheme involves a large variety of payment given to an executive within a particular firm. It consists of non-monetary and monetary form. Recent economic crisis experienced in the United States has elicited heated debates over CEO compensation schemes that have been perceived as unfair while compared to that of the ordinary workers.  Such hefty compensation of the CEO is unethical as they contribute to financial crisis as well as social injustice. Thus, it is important to design an ethical compensation scheme that is fair and that encourages the CEO to work in the best interest of the firm.

The compensation scheme for the newly hired CEO will provide fairness among all the other executives and the employees in the company. This will be a vital signal of welfare, morals, and values and above all ethical in all the operations of the firm. The higher-ranking executive, in this case the CEO will receive a higher compensation for purposes of recognizing and rewarding the contribution of the CEO towards the growth of the development of the company. In addition, the compensation of the newly appointed CEO will also be comparable with other CEOs from other firms that are at the same level. Most executive make a comparison of their compensation with that of other executives in other companies as well as their role and contribution to the company. Paying the newly hired CEO as his peers can motivate his performance in the firm.

Further, the compensation of the newly hired CEO shall also be aligned with the interests of the shareholders in an effort to satisfy both sides, avoid a scenario where the executive receives large compensations, and reduce the profit margins for shareholders. The principal and agent objective will be applied where shareholders will act as the principal and the CEO as the agent. The newly appointed CEO shall therefore, receive a compensation that is fair in comparison to other executives and employees working under him. The compensation shall also be about the same to that of other CEOs and it will follow the principal agent objective. This will ensure fairness and ethic in the compensation scheme of the newly appointed executive.

 

 

Comparison between Changed Brands of a Commodity

Introduction

A company needs to uniquely choose and modify its name, sign, symbol, logo, design, and services to ensure that buyers view it as the only service or product provider in the market. Effective and efficient branding should ensure it clearly delivers the message to prospective buyers. Motivate buyers to purchase the particular commodity as well as create customer loyalty. It should confirm a company’s and product’s credibility and emotionally connect consumers to the product.

History on British Telecom

British Telecom was the official name give to Post Office Telecommunications in 1981. British Telecom was a separate corporation but still under post office control till it became the trading name for British Telecommunication plc, which was a privatized company (Ward & Lee, 2000).  Later in the ‘90s, British Telecom changed its trading name to BT which was no longer controlled by the government though was required to trade following the laid out guidelines by Office of Telecommunications.

Logo

When BT became a separate corporate identity and organizational structure it designed its logo to be that of a piper. This logo symbolized that the customer was the first priority for BT and it showed its commitment to satisfying different customer needs. This new re-launch of BT cleared any ties that linked it to General Post Office in the eye of the public. It became an entirely new and different concept from customers’ perspective. This enabled BT move forward as a new business under new management hence changing consumers’ attitudes towards it. Its reorganization and strategic partnerships opened up BT to world-wide expansion. The piper logo was a symbol of its new creation (Ries & Ries, 2002).  Later on BT replaced its piper logo with a “connected world” logo. This comprised its trustworthy, helpful, inspiring, straightforward, and heart corporate values which all together symbolize a global technological innovative future. Logos are the back-bone of branding and these changes in logos by BT shows effort to distinguish its brand as the best globally. The logo also sets out BT as an international company whose products and services are accessible to any buyer.

Channels of distribution

Branding of a commodity is also affected by its channels of distribution and how it reaches customers. This entails where it is sold, how it is sold, who sells it and how well customers trust those channels of distribution (Millman, 2012).  BT has over 1,800 products and services which are under five major categories. There is broadband and convergence, calls and lines. It also has transit, conveyance; interconnect circuits, wholesale line rental, global carriers and other wholesale related products. It has networked IT services, and multiprotocol label switching. There are others like Global services and retail enterprises. Considering its broad range of products and services it has four ways of delivering them to customers. They are BT global services, BT retail, BT wholesale and openreach which are enabled by BT innovate and design unit together with BT operate unit. BT global services ensure commodities are accessed by the global market through e-commerce (Millman, 2012). Wholesale and retail mainly operate in the United Kingdom which is accessible to citizens. Openreach is a separate company from BT whose role is to ensure that citizens of the UK have access to reliable telephone and internet services by installing new lines, upgrading local networks, and maintaining green cabinets on road sides. E-commerce done in BT websites has made purchase of commodities easier even for local people. These established channels of distribution by BT have played a major role at building its brand. Their safety and accessibility promote massive sale of commodities by the company.

Advertising

BT has been using many diverse methods to promote its products even before its re-launch. The government had funded a campaign with a slogan “The Power Behind The Button” which was meant to make people understand the strengths and services offered by British Telecom. Brochures were also produced stating the importance of communication and the way British Telecom availed theses services to the people. When it was faced with competition from Mercury it made the Roadphone which was displayed in fairs and exhibitions as the largest telephone in the world. It made a great impression back then. Over the years BT has changed its marketing strategies to embrace advanced technology (Gobe, 2010). It ran television advertisements that followed a storyline which required viewers to vote the fate of the characters in BT websites. It is also promoting its commodities through undertaking the climate stabilization intensity project which aims integrating climate stabilization and economic prosperity.

This project displays a company that cares about the negative impact it has on climate and seeks to stabilize it. Therefore, it positively impacts on the brand and image of BT promoting sale of its products (Baue, 2012). BT is currently allowing purchase of its commodities through its website. However, its website comprises a whole load of other content that does not relate to the telephone and broadband products it offers. This action makes it hard for people who access the website in search of BT online services to access them. It displays the image of a company which does not have a clear outline of what products it is offering the public hence negatively affecting its unique brand.

Conclusion

Despite the importance of branding to an organization’s success, many buyers are now not concerned with a brand. Consumers are looking for affordable commodities that meet their needs. Companies need to understand what drives consumers to shop in a particular market and work and at shaping their plans to feature consumer’s expectations. They should also understand that there is less consumer loyalty and therefore work at acquiring and retaining new buyers rather than retaining old buyers only. However, companies should ensure their branding is unique to enable market dominance.

  

References

Baue, B. (2012). Threading the Needle: How BT Integrates Climate Stabilization with Economic Prosperity. Retrieved on 28^th November, 2013 from http://www.sustainablebrands.com/news_and_views/new-metrics/bt-climate-stabilization-economic-prosperity

Gobe, M. (2010). Emotional Branding: The New Paradigm for Connecting Brands To People. New York: McGraw Hill.

Millman, D. (2012). Brand Bible: The Complete Guide to Building, Designing and Sustaining Brands. Beverly, MA: Rockpork Publishers.

Ries, A. & Ries, L. (2002). 22 Immutable Laws of Branding. New York: Collins Business Essentials.

Ward, M. R., & Lee, M. J. (2000). Internet shopping, consumer search and product branding. Journal of Product & Brand Management, 9(1), 6-20.

Qualitative Study

 Problem statement

The clinical problem to be used for this study is long term conditions (LTCs), which is an issue that is increasing today and it is calls for study (Blakeman et al, 2010). This study was carried out because if the people are given more information about the conditions, then they will be able to live better lives and handle the conditions positively. These conditions determine the quality of lives that the patients live because they are costly to treat and contain. Lack of adequate information about the long term conditions is the research problem that led to this study. This qualitative study presents a report of qualitative study on the ways through which the Qualitative and Outcomes Framework QOF ensures routine review consultations among patients living with the long term conditions (Blakeman et al, 2010). This research also exposes the tensions exposed between the patient-centered consulting and QOF-informed LTC management. The study of long term conditions helps in identifying the importance of looking for optimal healthcare. This healthcare is accessible, efficient, and it can be used to deal with the problem of socio economic deprivation that leads to poor health attention because people with the condition and  live in low socioeconomic conditions are not able to access adequate treatment (Blakeman et al, 2010).

This study is important because it improves the quality of health care provided to patients with chronic diseases and it also enables the patients to improve their living conditions in a way that they can be able to go in with their daily life activities perfectly well (Coventry et al, 2011) The chronic conditions are spreading speedily in young children, middle aged and even old people. The cost of treatment is generally not affordable to people all over the world and the number of the affected people by the long term conditions (Coventry et al, 2011).

 

Purpose and study questions

The purpose of this study is to collect information that helps in improving the nursing health care provided to patients living with long term conditions. It is also aimed at providing adequate information and knowledge to people who are living with the conditions about how they can live their lives normally (Coventry et al, 2011). According to this qualitative research, it is important to have an intrinsic therapeutic value of the doctor-patient relationship. This is a very important aspect of ensuring progress in the management of the chronic conditions and this has a very great advantage to the client. The best method of treatment and management of the chronic conditions is the patient-centered approach that ensures that the main focus of the treatment is on the patients (Pinnock et al, 2011).

The research questions for this study were whether there are any ways through which the persons living with the chronic disease. This is what led to the identification of patient centered approach to treatment (Pinnock et al, 2011). The provision of information and knowledge see to it that the patients are empowered to actively contribute to the management of the chronic diseases. The qualitative research methods used to answer the research questions include interviews with the patients and the medical practitioners. This qualitative study was longitudinal in nature including careful reviews of the consultations with the patients with LTCs. Interview data is used to improve the understanding of the relationships, perceptions, and the needs between the patients and the medical professionals. the study method used are also appropriate in answering the research questions because they provide sampling for maximum geographical spread and diversity of prevalence rates across GP practices all over the world (Pinnock et al, 2011). This research also involved one to one interaction between the researcher and the participants whereby the researcher invited all the participants to have a talk and share information between one another.

Literature review

The author was able to cite qualitative and quantitative studies that are relevant to the focus of the study. The author used case studies, open ended and closed interviews types of literature in study. These resources used are not more than five years also increasing the validity of the study (Polit, & Beck, 2012). Sampling for the research was purposive for maximum variation across different life conditions, health care practitioners, and patients across gender and ethnicity. The reviews show that the research had consent affirmed and the details about the interviews are provided. The recruitment for the research was done very carefully up to a point when analytical saturation was achieved. The analytical saturation was reached when no more new themes for the study were identified (Polit, & Beck, 2012).

The studies have different weaknesses. The data analysis is usually time-consuming. As a result of this, more time is taken in the study and in situations where time is not enough then the data analysis procedures may not be completed in the right way (Polit, & Beck, 2012). Therefore, the researchers should be careful to ensure that there are no details of the research that are left out. The study is also not able to produce knowledge that can be generalized to other people in different settings. The study may also be influenced by the researcher’s personal biases making it unreliable (Polit, & Beck, 2012).

Conceptual/Theoretical Framework

In this research, the researcher also ensured that developed a theoretical framework which was a critical research. In the critical research, he used a patient-nursing perspective in order to be able to acquire quality data (Polit, & Beck, 2012). Through the use of grounded theory, the researcher developed a framework that consisted of the causes of the lifelong conditions, the severity of the conditions in different populations, the attitudes of the patients, and the consistency of treatment in that order (Polit, & Beck, 2012).

  

References

Blakeman, T., Bower, P., Reeves, D., & Chew-Graham, C. (2010). Bringing self-management into clinical view: a qualitative study of long-term condition management in primary care consultations. Chronic illness, 6(2), 136-150.

Coventry, P. A., Hays, R., Dickens, C., Bundy, C., Garrett, C., Cherrington, A., & Chew-Graham, C. (2011). Talking about depression: a qualitative study of barriers to managing depression in people with long term conditions in primary care. BMC Family Practice, 12(1), 10.

Pinnock, H., Kendall, M., Murray, S. A., Worth, A., Levack, P., Porter, M., & Sheikh, A. (2011). Living and dying with severe chronic obstructive pulmonary disease: multi-perspective longitudinal qualitative study. BMJ Supportive & Palliative Care, 1(2), 174-183.

Polit, D. F., & Beck, C. T. (2012). Resource manual for nursing research: Generating and assessing evidence for nursing practice. Wolters Kluwer Health/lippincott Williams & Wilkins.

Health Promotion

 

Health promotion is defined as the process in which people are enabled to take more control over their health, thus enhancing the quality of their lives. It is the art of enabling people to change their way of life and move to a state of healthy livelihoods. The main means by which to increase health promotion is by addressing employment, income working conditions, food security, and housing. It is all about preventing illnesses, ensuring existing illnesses do not become worse and living a healthy lifestyle. A plan in health promotion can include; a counseling program and education, ensuring timely immunizations, medical check ups and follow ups, lifestyle changes regarding alcohol, smoking and risky behavior, and ensuring intake of balanced diets.

The purpose of health promotion in nursing cannot be understated as nurses play an important role in promoting public health. In the past, the main role of nurses was focused mainly on the treatment of diseases in the physical aspect (Potter, 1993). This seems to be changing as they have become multi-disciplinary, experienced and knowledgeable in health promotion and practice. Thus the main focus now is on the quality of life. The role of nurses includes patient education, consultations, follow-up treatments and illness prevention. In playing these roles they have reduced the symptoms of chronic diseases, improved the availability of health-care services, and have had the experience of clients in heath-care services greatly enhanced. Consequently, health promotion by nurses has led to quite a number of positive health outcomes that include; improved quality of life, imparting of knowledge to patients about their illnesses, self management and adherence by sick individuals.

Nurses are able to detect early if there is a health problem and strategize on ways in which to mitigate it. This has enabled their clients and families to achieve optimal health.  In practicing health promotion nurses have become a good example to the society and thus people are inclined to participate in activities that promote a healthy lifestyle. The role of nurses in health promotion has played a major part in achieving a healthy society. The focus on healing has evolved and nurses are charged with ensuring there is no recurrence of a particular condition. This role is fast changing as nurses are the ones who are in constant contact with clients, and are therefore required to offer clients specific activities such as; teaching child safety, alcohol and smoking cessation education, nutritional intake and reduction and stopping indulgence in high risk behaviors.

Nurses are also involved in community activities. This is mainly to promote a sense of emotional wellbeing, which is essential in health promotion. These activities include; supporting policies of non smoking and changes that will lead to healthier selections in cafeterias. In promoting health, nurses routinely talk to their clients about lifestyles and health. This is in order to extend activities that promote health and give education that is essential to health and healthy lifestyles to their client’s family members. In addition, they emphasize to the client about physical and nutritional recommendations. Nurses are also involved in evaluating their communities for factors that might affect healing.

Health promotion has been carried out in various methods as the focus has moved from the physical aspect to include mental and social aspects. It is therefore being addressed in areas like community settings and primary care. Nurses offer guidance and counseling to members of the society on various ways of health promotion mostly incase of illness (primary care) and are involved in implementing behavior change interventions. Warnings in the media by the medical fraternity, accompanied by messages on the dangers of indulgence in risky behaviors, have proven to be an effective way in behavior change intervention (Revenson & Schiaffino, 2000). Nurses, at the community level, create awareness in public forums and community health based organizations on the need for behavior change to promote health. Another effective implementation method is the use of laws that ensure health promoting behaviors. An example is the restriction on smoking in eating establishments and work areas resulting in many smokers trying to quit (Chapman et al., 1999).

Health promotion prevention is classified into three main areas, namely; primary, secondary and tertiary prevention. Primary prevention mainly targets behavior change to prevent the occurrence of illnesses. An example is the establishment of programs targeting HIV-negative individuals to promote use of condoms thus preventing infections. Secondary prevention happens after an individual has been diagnosed with an illness. In this case, focus is mainly on behavior change to prevent progression or reverse the illness or condition. In tertiary prevention the main target is to control the complications of an illness. An example is to get cancer patients to quit smoking in order to enhance their recovery from surgical procedures. Emphasis is mainly on primary prevention as it benefits the health of the population more substantially (Kaplan, 2000).

 

References

Chapman, S. et a,l (1999). The impact of smoke-free workplaces on declining cigarette Consumption in Australia and the United States. American Journal of Public Health 89: 1018–1023

Kaplan, R.M., (2000). Two pathways to prevention. American psychologist 55: 382-396

Potter  P.A., (1993). Fundamentals of nursing. Concepts, Process & Practice 78: 345-363

Revenson, T.A. & Schiaffino, K.M., (2000). Community-based health interventions. Handbook of community psychology. 471-493. New York