Social Shaping of Technology Free Essay Example, 2000 words

Research by Mackenzie and Wacjaman (1998) argues forcefully against the idea of technological determinism for the proposition that socialism shapes technologies. These researchers argue that technology is more about bureaucracy, social preferences, and economic pressures, and not just science invention. In her example, Cowan (1983 p. 16) argued that technical necessity did not introduce the refrigerator. However, because 1920 General Electric escalated the need for the United States to sell to their consumers 24hr household electric refrigerators to its consumers (MacKenzie & Wajcman 1985 p. 44). Consequently, social shaping approach became more popular within the European Union, and the scholars became more interested. However, other non-technical factors contributed to the domestic technological needs. A study by Crafts et al. (2007 p. 62) shows that there were many changes brought about by the World War I especially in the domestic settings. A good example is the gas lighting used in many homesteads before the war. It is clear that by 1918 after the War most homes were electrified meaning changing from oil and gas lamps to electric lighting system. This change brought about other changes in electric appliances that drastically changed the homemakers’ daily routine. We will write a custom essay sample on Social Shaping of Technology or any topic specifically for you Only $17.96 $11.86/pageorder now Ironing was among the most dreaded duties in the house due to the heavy iron weights and the pre-heating process that was so cumbersome. The introduction of the electric iron simplified the work. According to Cowan (1983 p. 21), they were cheap and user friendly, and by 1929 many homes especially in the urban areas owned iron boxes. In addition, the introduction of the washing machines became equally prevalent among the middle and the upper class. Edge (1988 p. 56) says that during the War, majority of the men joined the war fields leaving their families behind. This situation meant that the women joined the industries to work, and having less time for domestic duties. Research shows that some of these men never sent funds back home, and instead they entertained themselves through alcohol and prostitution. This means that the women had to do both the industrial and the domestic job. This pressure saw then embrace technologies like washing machines to enable them to balance between the industry and the domestic work (Delap 2011 p. 44). This process of laundry required being on the standby to add soap and stop the machine when necessary, however, it saved any upcoming issues regarding whose time it was to do the laundry.

Racial Discrimination The Act Of Making Or Perceiving A...

Merriam-Webster defines discrimination as, â€Å"the act of making or perceiving a difference† (Discrimination, 2017.) Does your skin color impact the quality of your work or the fortitude your resolve? It may seem that the answer to that question is quite clear, nonetheless, 32,309 cases of race/color discrimination were reported in fascial year 2016 (EEOC, 2017.) Prejudice and discrimination are often mistaken for one another, however, prejudice is the negative attitude toward a category of people and discrimination is the action fueled by that negative attitude (Schaefer, 2015) According to the United States Equal Employment Opportunity Commission (EEOC), discrimination may come in the form of harassment, denial of opportunities, or†¦show more content†¦Brown v. Board of Education addressed the fact that equality can never coexist with separation. In 1954, the supreme court stated that, â€Å"separate but equal† was unconstitutional and prohibited the s egregation of school (Brown, 2017.) The root of this decision did not focus on the inequalities of the facilities, rather, that discrimination was initiated when children were separated and grouped into classrooms based on their color. Workplace Racial discrimination continues to devastate the workforce; fiscal year 2016 sought over $79 million in monetary benefits pertaining to racial/color discrimination (EEOC.) Title VII of the Civil Rights Act of 1964 (Title VII), an act that was created to prohibit employment discrimination based on race, color, religion, sex, or national origin. Title VII also prevents the employer from retaliating against an employee who has filed a discrimination complaint.Show MoreRelatedEvery Day People In The World Deal With Racism And Discrimination,1608 Words   |  7 Pagesand discrimination, whether it is in the workplace, at a college campus, or on a school s playground. People need to be informed on how it affects others, and how we could possibly stop discrimination all around. Children, teens, and even adults should not have to deal with such a matter of disrespect towards their race. This behavior is not how the United States should present themselves. According to Merriam-Webster, the definition of discrimination is the act of making or perceiving a differenceRead MoreAmerican Racial Stereotyping Hampered Chinese Immigrants Essay1539 Words   |  7 PagesAmerican Racial Stereotyping Hampered Chinese Immigrants from Being Part of the Mainstream Society With the passing of the Chinese Exclusion Act of 1882, the first federal law was enacted restricting immigrants of a specific nationality from entering the United States due to Americans attributing dire economic uncertainty to Chinese laborers who take away jobs from native-born Americans. Anti-Chinese sentiments greatly proliferated throughout the United States during the late 19th century and earlyRead MoreThe Common Health Inequalities Of New Zealand Essay1744 Words   |  7 Pagesfirst unwilling to act, however in the end they understood that adding and seizing the nation could ensure the protection of MÄ ori, control British subjects and secure business opportunities. 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While Kiese Laymon is showing us that throughout his life he has experienced discrimination and racial profiling, these terrible experiences have helped him develop extraordinarily strong bonds with others who experience the same thing. Throughout this article Laymon stresses the presence and role of racism in our society, how shared experiencesRead MoreMethods of Reducing Prejudice and Discrimination2228 Words   |  9 PagesEthnocentrism is an example of positive prejudice towards one’s in-group. Discrimination can be defined as the negative or positive behaviours towards individuals based on their group association. Discrimination may be obvious or subtle, either way both can be damaging. Although discrimination and prejudice often go hand in hand, there is a difference between the two. Prejudice is just the negative or positive view of others, whereas discrimination is putting prejudice into action. An example of prejudice wouldRead MoreFeminism And Its Impact On Society1763 Words   |  8 PagesAs a white female, I have experienced very little discrimination in my lifetime thus far because of my racial orientation. But, it has become very evident in our society today that many people do not live in the same state of mind, o r living situation that I do. A sense of superiority plays a big role in the act of defining individuals, or rather perceiving another life to amount of lesser value than yours. A numerous amount of other individuals have been victimized for what they had no control overRead MoreThe Butler From The Weinstein Film Company Essay1800 Words   |  8 PagesDirector Lee Daniels’ movie, The Butler (2013), from the Weinstein film Company, is a historical film that portrays discrimination towards African Americans from early to mid 20th century America. Daniels displays within his film, the white governing society that subjugated African Americans in the United states, and how they were able to overcome this injustice. As the film progresses, it is perceived that many of the older African American generation were content with their current position withinRead MoreChief Sources of Bias in the Selection of Employees Essay2285 Words   |  10 Pagesmarket environment. To bias against someone is to exert a preference or an inclination that inhibits impartial judgement. This often stems from a prejudice. Perceptual selectivity operates when we are perceiving other people. It can lead to a stereotyping in decision making and ultimately a biased view point of potential employees. However, people are less likely to use stereotypes when they are motivated to avoid using them. This essay will discuss the source of stereotypes

Business Quality and Market Performance †MyAssignmenthelp.com

Question: Discuss about the Business Quality and Market Performance. Answer: Introduction: This is the report that focuses on the company called Samsaras marketing plan. As the company has launched the new aluminium suitcase in the Australian market thus it is required to implement some of the market strategies in order to make the people aware about the products and the brand along with achieving the saes target (Peter Donnelly, 2011). The report focuses on the marketing objectives of the company. The discussion follows with the explanation of the market segment and the target market that needs to be targeted for the products sale. Strategies of marketing on context to 4Ps have also been discussed. As far as the marketing objectives of the company are considered, the company needs to focus on 3 objectives: Sales target: The sales target of the company is to achieve the break-even point in 6 months of the products launch. The sales should be of around $2 million in 6 months. It is very much required by the company to achieve this sales target so that it can attain the BEP within 6 months (Hollensen, 2015). Brand awareness: It is required by the company to develop brand awareness among the customers. This is because if the company wants the products to be sold, it is required to make the people aware about the existence of the brand in the market. This requires the company to develop promotional and branding strategies so that more and more people get attracted towards the brand over the competitors (Armstrong, Kotler, Harker Brennan, 2012). Customer retention and satisfaction: It is very important to satisfy and retain the customers so that they can make repeated purchase with the company and also advertise about the company by word of mouth. The product like suitcase is the thing that needs to be durable as it is not purchased by the customers again and again (Wilson Gilligan, 2012). This, it is required to provide the customers with great services at once so that if they buy again the same products, they will prefer the same brand as before. Segmentation can be defined as the process of dividing the market into different segments according to the characteristics of the customers (Ernst, Hoyer Rbsaamen, 2010). There should be homogeneity in the market segments. Segmentation is done so that group of different customers can be made and the company can make the strategies according to the nature of the market segments. As far as the above products are considered, there can be segments that are made as per the age of the customers, gender of the customers and the occupation of the customers. Aluminium suitcases are generally used by the people of age between 18-50 years of age. As the product has been designed in various sizes and looks thus it can be used by women as well as men so another segment is because of the gender. The last segment is regarding the usability of the customers (Bughin, Doogan Vetvik, 2010). It has been analysed that the people who are in the jobs that require travelling. As the product is very much s trong with its material thus it can easily be used by the frequent travellers. Target customers are those customers or the segment of the customers that needs to be targeted by the company in order to make the sell the products. The target market is the market for which the company has to make the strategies so that the market can be attracted towards the products and the brand. In this case the target market for the company is men who do travelling jobs of the age 25-45 years (Kahn, Barczak, Nicholas, Ledwith Perks, 2012). This is the most relevant target market according to the products that has been launched; this is because the frequent travellers require buying the suitcase that is durable and easy to carry along with great strength. They also need to buy the suitcase again and again and thus it is required to target them as well as to retain them at the same time. Positioning refers to the value that has been associated with the products or how the products are being observed by the customers. As far as the above products are considered, it has been analysed that the products needs to be durable and string. Thus, the company also has to portray the image of the products as strong and durable. The positioning statement that has been used by the company in order to make such image will be explore the world with durability and strength. This suggests that the products help the customers in exploring the world without any issues as it is so durable and string that it will support them all throughout (Durmu?o?lu Barczak, 2011). Marketing strategies are those strategies of the company that are implemented in order to achieve the market objectives. As per the above objectives, Samsara also has to implement some of the marketing strategies in context with the four Ps so that it can achieve the set objectives in the given time (Cui, Zhao Ravichandran, 2011). The strategies that are discussed below need to be practiced by the company for 6 months after the launch of the products. Product is the actual tangible thing that needs to be offered to the market. Products are divided into different divisions. The product needs to be positioned or offered to the customers with different strategies at different levels. Core product: The core products are the suitcase that fulfils the basis need of taking luggage and stuff from one place to another. It is the suitcase that can be taken for long journey and is strong enough to take large amount of stuff. Actual product: as far as the actual product range of the suitcase is cindered, it has many features. Samsaras products are the ideal answer for introduction cases, deals packs, special cases, conveying cases, and delivering cases. Samsaras aluminium cases are accessible in an extensive variety of stock sizes and are monetarily valued for use as attach cases or corporate training cases with tweaked insides (Zhang, Hu Kotabe, 2011). Augmented products: the company provides guarantee of a year to the products and the servicing is also free for a year. Any kind of small breakage can be repaired by the company itself without any charges. It has been analysed that the augmented benefits attached with the products make it more attractive for the customers. The company also have some exchange schemes some of the time in which the customers can exchange their old Samsara products with the new ones under some conditions. Pricing is the element that is also very important and need to be strategized by the company in order to enter the new market. There are many pricing strategies that are available for the companies to use and enter the market: Premium pricing: It is the ricing that deals with selling the products at very high prices as compared to the market. This strategy can be used only when the company has to target the customers with high class background and the company wants to position its products as the premium product (Yan, 2010). Penetration pricing strategy: It is the strategy that is one of the most feasible strategies to enter the new market and to penetrate in the market. In this case the company has to set the prices as per the market situations. Economy pricing: it is the pricing strategy that deals with selling the products in low prices as compared to the customers. This is only for the price sensitive customers (Yan Pei, 2011). Skimming prices: It is the pricing strategy that helps in entering the market at premium price so as to make the image and lowering the prices as the competitors release their competitive products. As per the products in this case, it has been analysed that skimming pricing is the strategy that can be used by the company so as to enter the market as the premium products and lowering the prices as the other competitors release their aluminium suitcases. This also helps the company to earn high profits in less time. Placement is the element that deals with the location or the place by which the company can serve the customers. It has been analysed that in the above case, the company has to choose different places so as to serve the customers in the market and to increase the availability of the products (Nagle, Hogan Zale, 2016). The company can use tow of the strategies so as to serve the customers. One of the places is the exclusive store of the brand and the distributors of the suitcases and other one is by the canopies at different places and events where most of the population gathered so as to enhance the brand awareness. Different promotional strategies can be used by the company: Advertising: It is one of the most effective techniques to promote the products. TV, radio and print media are some of the examples that can be used to advertise the products (Cravens Piercy, 2006). Direct selling: it is also one of the strategies to reach the customers directly and make them aware about the brand. Online marketing: there are different online mediums such as shopping sites and online social networking sites that can support the market activities and campaigns of the company. The company sell their products online and also post some of the ads to the social networking sites in order to get the reviews of the people (Nagle, Hogan Zale, 2016). Market analysis: It is the first action that needs to be introduced. The market needs to analyse to make the strategies accordingly. Development of strategies: it is the action that is required to be conducted in order to make the strategies for the target market (Giri Sharma, 2014). Implementation of the plan and the strategies: there are several actions or the activities that needs to be conducted in order to achieve the marketing objectives of the company. Some of them are: Activities 1st month 2nd month 3rd month 4th month 5th month 6th month Development of strategies Advertising the products on TV and radio along with providing ads on print media Running of social media campaign Direct selling at the events Evaluating the marketing activities Making corrections Conclusion: It has been concluded from the report that Samsara has launched an r products that is the aluminium suitcase with various sizes, designs and features. The marketing activities have been practices in order to achieve the marketing objectives of the company in 6months after the launch of the products. The companys objective was to achieve the sales target nada king the rand ware amongst the customers. The company used several product, pricing, placement and promotional strategies in order to achieve those targets. Implementation of marketing action is necessity to be evaluated so that correction can be made and the results of the plan can be analysed. References: Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2012).Marketing: an introduction. Pearson Prentice-Hall, London. Bughin, J., Doogan, J., Vetvik, O. J. (2010). A new way to measure word-of-mouth marketing.McKinsey Quarterly,2, 113-116. Cravens, D. W., Piercy, N. (2006).Strategic marketing(Vol. 7). New York: McGraw-Hill. Cui, A. S., Zhao, M., Ravichandran, T. (2011). Market uncertainty and dynamic new product launch strategies: a system dynamics model.IEEE Transactions on Engineering Management,58(3), 530-550. Durmu?o?lu, S. S., Barczak, G. (2011). The use of information technology tools in new product development phases: Analysis of effects on new product innovativeness, quality, and market performance.Industrial Marketing Management,40(2), 321-330. Ernst, H., Hoyer, W. D., Rbsaamen, C. (2010). Sales, marketing, and research-and-development cooperation across new product development stages: implications for success.Journal of Marketing,74(5), 80-92. Giri, B. C., Sharma, S. (2014). Manufacturer's pricing strategy in a two-level supply chain with competing retailers and advertising cost dependent demand.Economic Modelling,38, 102-111. Hollensen, S. (2015).Marketing management: A relationship approach. Pearson Education. Kahn, K. B., Barczak, G., Nicholas, J., Ledwith, A., Perks, H. (2012). An examination of new product development best practice.Journal of product innovation management,29(2), 180-192. Nagle, T. T., Hogan, J., Zale, J. (2016).The Strategy and Tactics of Pricing: New International Edition. Routledge. Nagle, T. T., Hogan, J., Zale, J. (2016).The Strategy and Tactics of Pricing: New International Edition. Routledge. Peter, J. P., Donnelly, J. H. (2011).Marketing management: knowledge and skills: text, analysis, cases, plans. Plano: Business pub., INC. Wilson, R. M., Gilligan, C. (2012).Strategic marketing management. Routledge. Yan, R. (2010). Cooperative advertising, pricing strategy and firm performance in the e-marketing age.Journal of the Academy of Marketing Science,38(4), 510-519. Yan, R., Pei, Z. (2011). Information asymmetry, pricing strategy and firm's performance in the retailer-multi-channel manufacturer supply chain.Journal of Business Research,64(4), 377-384. Zhang, D., Hu, P., Kotabe, M. (2011). Marketingindustrial design integration in new product development: The case of China.Journal of Product Innovation Management,28(3), 360-373.

Marketing and Nescafe free essay sample

Nescafes Global Strategy Nescafe has build a strong brand equity through the use of aggressive marketing strategies globally. Each country/regions Nescafe forms its own strategy to effectively target its audience and generate sales accordingly for the profitability and growth of the company. It is for this reason that some variants are designed and marketed to cater to the needs of that particular segment of the market. It has been noted that Nescafe as a brand is in a intermediary phase from being an exclusive utilitarian comsuption product when it used to be just an instant coffee to becoming more of a product with hedonic consumption when it started to create and sell different blends in different markets. Each variant has its own specific feature and personality to add value to the brand under the same name. The company aims at providing products to consumers wherever, whenever and however is required. We will write a custom essay sample on Marketing and Nescafe or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Nescafe focuses on the coffee tradition and its historical value. Nescafes global brand personality can be sincere, down-to-earth, warm and honest and excitement related to friendly, youth and energy however it can be just one of the two mentioned above or a mix of both depending upon the target market and the variation. Target Market, Promotion Strategies and Media Nescafe has different target market for its different variants. In the UK, the target market is young adult consumers aged between 20-35 of middle and upper class who have lived with consumption soft drinks and energy drinks like redbull. To capture that market, Nescafe along with its advertising agency decided on building consumer trust and develop work showing lenghts that Nescafe users will go to stay away from other substitute goods. A 360 degree campaign was designed which was launched with a TVC, billboards, radio ads, posters, magazines, news paper and many other medias. In India, with its different variants, is leveraging to vast consumer base and cateting to all segments of the market. The market has been divided on the basis of geographic regions like North, South, East and West, psychographics and demographics. The strategy however has been to focus on values and low-key market penetration using 360 degree promotion campaign. The Greek market was consuming the traditional Greek Coffee which was served in a tiny cup and with a glass of cold water intended to be drunk first. Nescafe captured this opportunity to grab the market share by introducing its Nescafe Frappe in the Greek Market that change habit of the Greek coffee drinkers. It has been heavily marketed to the target audience aged between 17-30 using clever visuals to show a trendy world of partying and dancing including a stylish living for the younger generation. Butler, 1988) With a deal with MTV to launch a style campaign for the new generation of consumers aged between 16-24 years old, Nescafe has decided to relaunch the brand with a $30 Million global campaign. Nescafe has been working on targeting its market through the use of interactive youth oriented websites Nescafe Live where consumer will exchange ideas and information re garding images and videos aimed at 16-24 years old consumers of the global market. In Australia, the marketing mix is aimed at targeting diverse market segments of all age groups. For the young adult cafe culture segment, they offer their range of latte with a sponsoring campaigns like Nescafe Short Film Awards amp; Win the Nescafe Latte Lounge of which teaser and TVCs were created. Also, a website was created for information regarding products, competitions and events. Marketing Communication Agencies Nescafes lead global agencies are McCann Erickson amp; Publicis Mojo while also have MindShare as their global media amp; creative Agency (Jain, 2007). These global agencies have either affliations with local agencies in different countries or have their own subsidaries. Thus, the affliated agencies or the subsidaries become the local agencies of their clients and work with their global partner to create a universal image, perception and equity of the brand. Like the local agency in Sweden for Nescafe is Storakers McCann which is affliated with McCann Erikson while in Pakistan its Orient McErikson. In France, it is Publicis Conseil which has affliation with Publicis Mojo. Importance of Advertising for Nescafe Advertising for Nescafe is important to create positive feeling and attitude of consumers towards the brand which will eventually lead to purchase. Advertising plays a vital part in communicating a competitive advantage and to make consumers feel that the product suits their requirements and has the same personality as theirs. Due to factors like culture and differences in attitudes and behaviors in each country/region that has its own beverage used as stimulant or energizers. Like in some regions its tree and in others its green tea or coffee. Thus, to capture the non-coffee drinking markets, it is essential to aggresively advertise the energizing and stimulating effects of coffee. The red color of the mug is used to emphasize the energy of the drink while red suits to project that state of mind. Nescafe has a very diversified base of consumers belonging to different personalities which have different cultures and tradition and coffee just might not be a part of any of it. It is through advertising that they can create value for customers. For the same reason, Nescafe with the help of local agencies creates offerings based on consumers attitudes, personalities, and behavior and the culture and tradition of that country/region while keeping a broader global brand image, conviction and positioning. If Nescafe just had a global agency responsible for creating and designing products and brands and market them to the global market at large, it would fail to effectively communicate with the customers or to create a competitive advantage in the markets due to the diversified consumer base as needs, attitudes, culture, behaviours and many other factors of consumers choice and preference differ from region to region and coutnry to country. Thus, a balance has to be maintained between the local market perspective and the global outlook as well for the uccess of the brand and company(Amanda, n. d. ). Recommendation To be able to capture and grab the market share of different markets, Nescafe should be associated with the current agencies in order to create offerings using both global and local perspective. However, their promotional strategy should not completely be diverted towards the coffee drinkers of future and should carry out activities for the adults and old-age consumers as wel l.