Elements of National Interest Essay Example | Topics and Well Written Essays - 1250 words

Elements of National Interest - Essay Example Power refers to the ability to directly or indirectly influence the attitude and behavior of people either willingly or by coercion to get the desired end result. The principle of power is another important American principle that has significantly influenced the American foreign policy strategies (Jentleson, 17). On the other hand, the principle of peace is important particularly with regard to the fact that peaceful coexistence enables international institutionalism and economic interdependence between countries. Generally Peace can be defined as a state of harmony that exists when there is no violence, hostility and aggression. It takes into consideration inter boundary relations among countries A good example is the current European Union which has thrived on both the principles of power, prosperity and peace. It is the interaction of these principles that are embedded in America’s national interest. America’s power and show of might in protecting its citizen agains t aggression and assault by use of nuclear weapon is aimed at ensuring peaceful co existence of its citizens and the neighboring countries. The elements of national interest emanate from the fact that those who have power, be they leaders or politicians play a crucial role in the development of the country and its prosperity. Throughout the history both during the cold war period (1945-1990) as well as in the present times, many of the aspects of the US foreign policy strategies have occasionally come into conflict with the 4Ps as well as with one another. A good example of a contradiction between the principles and the US national interests during the cold war period was the Arms race between the United States and the Soviet Union. At the heart of the cold war were the ideological differences between America and its allies and the Soviet Union and its aligned countries. For example the Western bloc lead by the United States believed in capitalism, democracy, freedom and liberty whi le the Eastern bloc lead by the Soviet Union championed Communism and greater state control of politics and economics of their countries. The cold war resulted into a serious military and political tension between the United States and the Soviet Union and allies. The conflict between the US foreign policy strategies and its national interests during the cold was that while the stock piling more weapons including nuclear weapons was good for the security interests of the nation, it proved to be costly and resulted in an economic back lash that significantly affected the principle of prosperity. The major trade of that the leaders of the United States had to make during conflict of their principles of prosperity and national security interests was to compromise their economic prosperity for the sake of national security interests. Despite the costs, the US continued to be involved in the arms race with the Soviet Union and its allies. It also attempted to expand its influence to coun ter communism through regime changes in the Soviet aligned countries and this particularly proved to be politically and economically expensive as was evidenced by the Viet Nam war, Korean War and the Gulf war. All these wars proved to be costly and contradicted the principles of prosperity but the leaders chose to trade off the economic costs with the need to achieve more influence and power in the global affairs. The positive consequence of the trade offs in this regard was the fact that America achieved power and more influence in the

Essay On Parliamentary Sovereignty

Essay On Parliamentary Sovereignty Tesco was founded in 1924 by John Edward Cohen in the East End of London. The name Tesco, was first used on tea, and was derived from the initials of Cohens tea supplier, T E Stockwell, combined with the first two letters of Cohen. Tesco Stores Limited was incorporated in 1932. In 1935, Jack Cohen visited the U S A and was impressed by the supermarkets self-service system which enabled more people to be served faster, with lower labour costs. In 1947, the Tesco branch in St Albans, a small shop by 21st century standards (200 square metres) was the first Tesco to be converted to self service, although it didnt immediately catch the publics imagination. See appendix 1 for details. Tescos Mission Statement Tescos mission statement is to Retain Loyal People. To make sure Tesco achieve their mission statement, they need to know who their loyal customers are. That is why Tesco has got a club card service, through which they can award people by giving them special vouchers and extra points. Vision A business aim is an organisations long-term goal. In 2005, the two core values of Tesco are: No-one tries harder for customers and Treat people as we like to be treated. In 2006, Tescos mission and vision shows that this company is really for quality service and values their customers:  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Be the leader in Quality Service provided to everyone in the retailing industry  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Understand the needs of their client and respond with urgency.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Meet customers demands and exceeds their expectations  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Maintain highly trained and motivated employees.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Continuously improve their skills, service and achieve excellence in all of the companys endeavours. Objective Objectives are goals that a firm sets itself for the next three or five years. They have a timescale, they must be measurable and they must contribute to the business achieving its aims. The core objective of Tesco is to establish value for customers in order to gain their lifetime loyalty.  Tescos success depends on their valued customers. These customers shop and work with the company. Tescos principle is, if the customer likes what they offer, surely these people will come back and purchase again. Industry Stage Life Cycle The stage life cycle of the retail industry is no doubt to be mature  because of the profits they are gaining every year. The retail industrys profit is increasing and profiting from their cash cows. Tesco is the largest UK retailer and the 3rd largest global retailer. Tesco controlled 30.8% of the UK grocery market as of May 2009 and ~9% of the UK non-food retail market. The majority of its sales and profits are generated in its 2,282 UK stores, which are segmented into the following formats: Tesco Express neighbourhood convenience store that focuses on fresh products, 961 stores Tesco Metro city centre convenience store,174 stores Tesco Superstore conventional supermarket, 448 stores Tesco Extra hypermarket that serves an entire community, 177 stores Tesco Homeplus and One-Stop account for its remaining stores The company also sells general merchandise through Tesco Direct, its online and catalogue businesses. Tescos management focuses on customer satisfaction by giving customers more choices where to shop and by offering them attractive prices on its products. In the fourth quarter of 2008, Tesco began selling new discount range of products to compete more aggressively on price against discounters. Its prices are generally perceived to be at a small premium to Asda and a small discount to Sainsbury and Morrison. Tescos primary supermarket competitors in the UK include Asda (17.3% share of UK grocery market), Sainsbury (16.3% share), WM Morrison Supermarkets (11.2% share), Waitrose (3.7% share), Aldi (2.9% share) and Lidl (2.3% share). In recent years, some of its major competitors have turned around their struggling stores, which will make it more challenging for Tesco to gain significant share in the UK market going forward. Tesco uses its customer information to target and segment communications to the millions of its loyalty program members by almost infinite demographic, purchase, and lifestyle profiles. Several hundred million in-store purchases per day are being tracked by the loyalty-card program. The company developed 5,000 customer needs segments, with each segment receiving personalized coupons. Source: www.tesco.com Income Statement Summary Sources: Companies, www.DeutscheBank.com Tescos UK sales grew 4.3% last year (3% ex gasoline) and its net new stores contributed 2.7% to growth. Its UK sales also benefited from a 53rd week that represented 2.1% of sales and the first time contribution from the consolidation of Tesco Personal Finance. International sales grew 30.6% (including FX benefits) and 13.6% at constant exchange rates benefiting from square footage growth and strong sales growth in Asia. The companys operating margin was flat at 5.9% in fiscal 2009 as unfavourable sales mix was offset by increased productivity and good expense control. Its EPS growth was only 2.6% last year, hurt by 26.7% tax rate vs. 24% in fiscal 2008 when it benefited from tax reimbursement and lower UK corporate tax rate. Introduction: The organisations of choice are within the Retails sector TESCO and ASDA as the elective firm both are UK based companies. 1.1 Tesco objectives blend in with each other All of Tescos objectives blend in with each other. None of the objectives will work without each other. For example; the business will not have any customers if the business is not operating well. Share holders will not invest money in the business, if the business hasnt got any customers. The company will not be able to afford to have any employees working for them if they havent got money being invested in the business. 1.2. Stakeholders Tesco Stakeholders are a certain group of people that have an interest in Tesco group businesses. Each group have their own interests in the business. The service-profit chain attempts to show the interrelationship of a companys internal and external communities, stakeholders and highlights how customer loyalty that translates into revenue growth and profits might be achieved; developed by Heskett et al. (1994). It does this by establishing relationships between profitability, customer loyalty, stakeholders and employees satisfaction. Tesco has many stakeholders. They are as follows: * Shareholders * Customers * Employees * Government and Non-Governmental * Local Community * Suppliers * Financials * Pressure Groups Customers: Generally a customer wants quality goods at a low cost. They would also want a variety of products to choose from. All customers want these things and by Tesco providing them Tesco will attract more customers because of people talking about it (Word-of-Mouth). Tesco like most business need their customers because they are the business income as the customers are the people who buy Tescos products. Tesco staffs hear customers views on everything from how we are serving them in our stores to our role in the community. The customers are a bit like a pressure group because they apply pressure to Tesco to meet their needs. Meeting the customers needs can be things such as expanding their stores. Staff Tesco employees give management their feedback through the Viewpoint staff survey, Staff Question Time sessions and Tesco Staff Forum process. Suppliers Tesco group core value is treat people how we like to be treated, and its something Tesco organisation applied firmly to enhance their suppliers relationships. Investors Capital Investor Relations team regularly meet analysts from the financial institutions which invest in Tesco group or represent their shareholders. All the above defined stakeholders are Tesco group influencers. They affect the outcome of the decision making process through their influence on others. Influence could stem formally from expertise, such as the advice of an accountant on return on investment. 2. Nature of the Retail (Tesco) Marketing Environment The definition that the module assignment work with is that Tesco organisations marketing environment is made up of those forces that lie outside the Tesco group organisation and that exert some degree of influence upon the ways in which marketing management develops relationship with the firms target markets. Two distinct components within Tesco environment are: Micro-environment and the macro-environment. See figure 1 below. Social and cultural factors Legislation Economic Factor Political Issues Technological changes Supply chain Customers Competitors Suppliers Distributors The Tesco Organisation Figure 1. The Tesco Organisations marketing environment It is recognised that regardless of which approach Tesco group adopts; the environment is a significant determinant both of strategy and organisational performance. Baker (1985, pg. 85) described it as the ultimate constraint upon the firms strategy; Drucker (1969), referred to the environment of the 1960 and 1970s as age of discontinuity; and Toffler (1970, pg. 28), who look ahead, referred to it as a time of future shock. 2.1. MARKETING AUDIT The marketing audit is really the launching pad for the Tesco marking plan, because it encourages Tesco management to reflect systematically on the environment and the organisations ability to respond, given its actual and planned capabilities. Similar to financial audit, marketing audit is first and critical about developing a shared, agreed and objective understanding of Tesco organisation. The audit is has suggested by McDonald (1995, p.28): The means by which a company can identify its own strengths and weakness as they relate to external opportunities and threats; It is thus a way of helping management to select a position in that environment based on known factors. Three major elements and potential benefits of the marketing audit can be seen to be: The detailed analysis of the external environment and internal situation The objective evaluation of past performance and present activities. The clearer identification of future opportunities and threats. These three above factors can be viewed against the background of comments made by Ansoff (1968 1984), who has suggested that irrespective of the size of the organisation, corporate decisions have to be made within the constraint of a limited total resource. Marketing audit have a place the overall management audit that incorporate financial audit together with audits of other functional areas as illustrated in figure 2 below. Marketing audit in terms of structure consists of three major and detailed diagnostic steps. That involved a review of: Tesco organisations environment (opportunities and threats) designed to establish the various dimensions of the marketing environment, change and probable impact of these change upon the organisation; its marketing systems (strengths and weakness) an assessment of the extent to which Tescos marketing systems are capable of dealing with the demands of the environment and its marketing activities review of the individual components of the marketing mix. There are the environmental variables and operational variables with distinction in terms of the macro-environmental forces (political / legal, economic / demographic, social / cultural, and technological) that affect the business. Micro-environmental actors (customers, competitors, distributors and suppliers) who subsequently influence Tesco organisations ability to operate profitably in the market-place Macro environment is the most general external audit of the environment, that consist of broad environmental factors, aimed at identifying key variable that offer actionable responses that would benefit Tesco and threats that must be avoided. These key external forces can be divided into five broad categories. Economic forces Social, Cultural, Demographic and Environmental forces Political, Governmental and Legal forces Technological forces Competitive Force Financial audit Personnel audit Production audit The Management audit Marketing audit EXTERNAL (Opportunities and threats) Macro The business and economic environments (political, economic, social/cultural, technological, legal and environmental factors PESTLE) Market Competition INTERNAL (Strengths and weaknesses) Micro Organisational performance and structure Operations and resources Marketing objectives Marketing strategy Information systems Planning systems Control systems Functional efficiency Inter-functional efficiency Profitability analysis Cost-effective analysis Figure 2. The place of the marketing audit in the overall management audit 2.2. SWOT Analysis The strengths and weaknesses of a SWOT analysis focus on the current market position of Tesco in retails business in relation to its: Customers is the business meeting the needs of its target markets Competitors- is the business offering a better way of meeting customer needs compared with its competitors Internal resources- is the business making effective use of its internal resources to meet customer needs and deal with competition The opportunities and threats of a SWOT analysis focus on the future market position of Tesco in retails business. Tesco organisation used their strengths and limits the weaknesses to plan for future development, marketing strategies and activities. Tescos opportunities and threats grew out of objectives, consideration of the real strengths and weaknesses of their business. Specific information were collated (such as data captured and analysed from CRM programs) before the process begins and personnel working to a joint solutions, adopted a truly objective positioning for the processes to be successful and worthwhile. 2.2.1. The main purpose of a SWOT analysis: Identify market opportunities To avoid complacency about market position a self evaluating organization As a safety check before embarking on major new project As a response to change change of director might initiate a SWOT analysis to gauge the strength of the team. There is no set procedure for carrying out a SWOT analysis but care must be taken to identify weaknesses if the process is to serve its purpose. A weakness may purely be lack of information, or lack of suitably qualified staff. SWOT analysis of TESCO Strengths Weaknesses To provide high level customer service Presence in multiple retail markets For Tesco to create unique products Increasing market share Wide knowledge of retail industry Competent top management and rank file for operation and maintenance Existing customer base Financial investment backing. Strong IT returns through internet shopping Good advertising Used iconic models to attract core target group. Tesco Online Brand value Insurance Secured commercial standing within the global market place winning Retailer of the Year 2008 at the World Retail Awards. This can be used for marketing campaigns to drive advantage towards the demographic base for future growth and sustainability Product diversification home and furniture Turnaround in sales and growth As a business looking for continued expansion TESCO have reserve funds of credit coupled with income derived from property portfolio development funds. In an environment where global retail sales are showing decline or level performance on a like for like basis TESCO Group have published sales gain of 13% for UK markets and 26% growth in international markets. As a business looking for continued expansion TESCO have reserve funds of credit coupled with income derived from property portfolio development funds. Tescos position as a price leader in UK markets can lead to reduced profit margins in order to retain the key price points on must have commercial items. Grocer outlets are not set up to operate as specialist retailers in specific areas of product which can be capitalised on by other smaller bespoke retailers. Low supervision on international market Considerably late exploitation of the Internet. Whilst current economic conditions suggest Tescos key value message will succeed there is a weakness in non-essential, mid to high ticket price items which will suffer from the rising cost of living and lower disposable incomes. Reliance upon the UK market Comparing Tesco with British Airways might get you thinking about how dependent Tesco is on the UK market (73.8% of 2003 revenues.) Comparing Tesco with Amazon might reveal flaws in its attempts to move into new markets. TESCO Finance profit levels were impacted through bad debt, credit card arrears and household insurance claims. Grocer outlets are not set up to operate as specialist retailers in specific areas of product which can be capitalised on by other smaller bespoke retailers Opportunities Threats Statistics suggest TESCO is the third largest global grocer which indicates a level of buying power to ensure mainstream economies of scale. Further international growth Expansion of target market Healthy market environment Increasing detraction of small retail businesses in UK Use younger more contemporary models to attract younger generation. The acquisition of Homever provides the opportunity to develop the brand through Asia, specifically South Korea and further grow International markets for the group. The development of Tesco Direct through online and catalogue shopping will grow the use of technology, providing the launch pad for larger non food based products with moderate to high margin returns and less focus on sales and margin per foot return to space. TESCO mobile have grown  ¼ million customers in 2008 and moved into profitable status suggesting further growth and development within this technological area can be developed. Tesco Homeplus stores offer all of Tescos ranges except food in warehouse-style units in retail parks. Introducing wider ranges such as Tesco (Value, Brand, Finest, Wholefoods, Bakery Kids), Healthy Living, Organic, Best Of British, World Foods, Cherokee, Free From, Tesco Christmas, Tescos own clothing label F+F to mention few Other services e.g. banking, insurance, savings to mention few. UK structural change could spark a price war Rising raw material costs from both food and non food will impact profit margins overall International expansion Economic restructuring Intensified competition Government regulation UK and American markets have been affected by economic concerns through the credit crunch. Lower available income will impact and strategic focus may need to change to lower priced basic products with less focus on higher priced brands suggesting a switch in price architecture. Sourcing changes to Far East locations with regards exporting restrictions on some non food product areas will reduce margin rates on products with already low margins. Changes to consumer buying behaviours require further analysis as technology develops consumer buying patterns change which will result in product areas requiring evaluation. For TESCO there is a persistent threat of takeover from the market leader Wal-Mart who has both means and motive to pursue such action. Lower available income will impact and strategic focus may need to change to lower priced basic products with less focus on higher priced brands suggesting a switch in price architecture. Overconfident of Tesco management Figure. 3. Tesco Micro and Macro-Environmental SWOT analysis 3. Tescos Strategic Options 3.1. Generic Strategies Generic Strategies are characterised by an individual retailers response to the industry structure. For a giant retailer, such as Tesco, to obtain a sustainable competitive advantage they may have followed either one of three generic strategies, developed by Porter (1985). The first strategy of cost leadership is one in which Tesco can strive to have the lowest costs in the industry and offer its products and services to a broad market at the lowest prices. This strategy will be based on the Tescos ability to control their operating costs so well that they are able to price their products competitively and be able to generate high profit margins, thus having a significant competitive advantage. Tesco used another strategy of differentiation that it has to try to offer services and products with unique features that customers value; Tesco was able to create brand loyalty for their offerings, and thus, price inelasticity on the part of buyers. Tescos breadths of product offerings, technology, special features, or customer service are popular approaches to differentiation The last strategy of focus can be either a cost leadership or differentiation strategy aimed toward a narrow, focused market. In pursuing a cost leadership strategy Tesco focuses on the creation of internal efficiencies that will help them withstand external pressures. Therefore, it appears reasonable to think that Tesco will have frequent interactions with the governmental/regulatory and supplier sectors of the environment. In accordance to this framework, while both overall cost leadership and differentiation strategies are aimed at the broad market, Tesco may also choose to confine their product to specific market areas or may choose to offer a smaller line of products to the broad market, thus pursuing a strategy of focus or niche (Porter, 1980). In other words, Tesco pursues a strategy of cost leadership or differentiation either in a specific market or with specific products. 3.2. Core Competence and Corporate strategy Superior performance, according to Johnson and Scholes (2003), has to be determined by the way in which companys resources are deployed to create competence in the organisational activities. Core competencies are activities or processes that critically underpin the companys competitive advantage. Core competences may be embedded deep in Tesco at an operational level in the work routines. The framework developed by Prahalad and Hamel in the 1990s suggests that over time companies may develop key areas of expertise which are distinctive to that company and critical to the companys long term growth (Drejer, 2000; De Toni, and Tonchia, 2003). In the case of Tesco the areas of expertise are most likely to develop in the critical, central areas of the organisation where the most value is added to its service and its delivery The phrase used by Tesco to describe its aspiration to appeal to upper, medium and low income customers is inclusive offer in the same stores. Tesco pulled off an idea that other retailers were not aware. That appealed to all segments of the market. One plank of this inclusively has been Tescos use of its own-brand products, including the upmarket Finest and low-price Value. Tesco implemented CRM programme launched the Clubcard rewards program to gather necessary customer information, which it then used to cater to specific customer needs and potential wants. When shoppers signed up for the card, they automatically submitted their age, gender, and income. Tesco was able to segment their shoppers based on these factors. As soon as the shopper used the card when shopping online or in-store, purchased product information was automatically uploaded into Tesco database. Product information was used to cross-sell additional products and services such as grocery delivery services. Beginning in 1997 when Terry Leahy took over as CEO, Tesco began marketing itself using the phrase The Tesco Way to describe the companys core purposes, values, principles, and goals This phrase became the standard marketing speak for Tesco as it expanded domestically and internationally under Leahys leadership, implying a shift by the company to focus on people, both customers and employees. 3.3. Partnership with Tesco Tesco respond to changes in marketing by partnering with other businesses; Tesco then added a travel service through a partnership with Lunn Poly, giving discounts off high-street prices. It also combined its card with Visa through the Royal Bank of Scotland, and offered discounts on DIY goods through well-known home improvement chain BQ. In 1997 it added a full range of financial services, and the Tesco Direct service. Adding value was mandatory to these functional items so, for example, expectant mothers were given priority parking outside the store, changing facilities, and personal shopping assistants to help them. In 1998, after the U.K.s deregulation of utilities, Tesco began to offer electricity and telecommunications products and services. Also in that year, clothing was added to the range through Next. By this time, Tesco had identified 108 customer market segments. This year, 2000, a joint undertaking with General Motors allows customers to buy cars from Tesco. 3.4. Enhancing Quality Everyday, top managers of Tesco stores gather for an hour-and-a-half customer advocacy meeting to pore over that weeks performance statistics. à ¢Ã¢â€š ¬Ã‚ ¦a strategy which is concerned with changing the fundamental beliefs, values and culture of an organisation, harnessing the enthusiasm and participation of everyoneà ¢Ã¢â€š ¬Ã‚ ¦.towards an overall idea of right first time by Atkinson and Naden (1989, pg 6). What makes this unusual is that every performance measure under scrutiny relates to customer satisfaction, and this meeting is the most important one on the corporate schedule. See Appendix 2 for On-Time-Delivery Tesco competitive strategy. 4. Industry Attractiveness   Inherent within the notion of strategy is the issue of competitiveness, analyzing industry attractiveness, and Porters (1979) five forces model is used. The attractiveness of the retail industry depends on the situation of competition. The competition in the retail industry is based on its economic structure Porters Five Forces Model implies that business are being influenced by five forces namely supplier power, threat of substitutes, buyer power, barriers to entry and rivalry. This model also implies that business must be able to understand the industry context in which they operate. 4.1. Porter five forces analysis: A Porters five forces analysis can complement other techniques, like a SWOT analysis. A SWOT analysis focuses on the company, while a Porters five forces analysis looks at the external factors impacting on a company Porters five forces framework as shown in figure 4, helps identify the sources of competition in the retail sector, and as a way of assessing the attractiveness that profit Tescos retails market. The underlying force in the macro-environment driven competitive forces are:- The bargaining power of supplier The bargaining power of buyers The threat of potential new entrants The threat of substitutes The extent of competitive rivalry The above five forces are not independent of each other, connection between competitive forces and the key driver in macro-environment is essential. Pressures from one direction can trigger off changes in another in a dynamic process of shifting sources of competition. Industry Competitors Rivalry among Existing firms Potential Entrants Buyers Suppliers Substitutes Bargaining power of suppliers Bargaining power of buyers Threat of substitude products or services Threat of new entrants Figure 4, Porters Five Forces Model The objectives of such an analysis investigated how Tesco organisation formed its strategy in other to develop opportunities and protect itself against competition and other threats. This must be done in order to better design the strategy that the business will use to be able to compete with rivals within the same industry. It is important for businesses to determine the level of competition present within the industry. This will allow them to address potential risks before they even strike. 4.2. Cost advantage and differentiation According to Baker (1985), a business positions itself based on its strengths and strength are categorized into two cost advantage and differentiation. Furthermore, when these strengths are applied in either a narrow or a broad sense, it will result to three generic strategies focus, differentiation and cost leadership strategy. Cost leadership strategy means that the company is the low cost producer or provider of a certain quality item in a given industry. This kind of strategy is being implemented for two reasons and achieved through two ways. The first method and reason is to sale items at average industry price so that the company will be able to be more profitable compared to rivals. The second method and reason is to sale the products at below average industry price in order to gain market share. According to Baker (1985), a company that has the ability to produce or offer less costly products will be able to remain profitable for a longer period. It is important to note that this strategy targets a broad market. 4.3. BCG Matrix Tesco can be considered as a cash cow because it distributes quality and extra services to its consumers and equipped with new innovative products and services in United Kingdom. At the same time the company can also be considered as Stars because they put a lot of efforts to increase the awareness of their consumers to the benefits of e-commerce and retailing 5. Market Objectives and Strategies Implementation Strategy frameworks and structuring tools are keys to assessing the business situation. Risk and value trade-offs are made explicit, leading to concrete proposals to add value and reduce risk. Explicit plans for action, including effective planning need to be developed by Tesco as the strategic alternative. Piercy and Morgan (1990, pg. 2) state: In short, the à ¢Ã¢â€š ¬Ã‚ ¦..reality the marketing executive faces is that implementing plans and strategies successfully is often d

power of words :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  The Power of Words Silvana Paternostro describes the difficult life of women in Cuba. For an audience of mostly women, her emotional tone and simplistic style lets the reader get a feel of what these poor young women are going through in the October 2002 issue of Glamour Magazine.   Ã‚  Ã‚  Ã‚  Ã‚  Paternostro explains the hardships that these women endure though out their lives. The only way to make a descent living in the country is to become a cabaret dancer or prostitution. She writes of their only two options with such emotion. The reader can truly feel their struggle. When the reader sees their pay (fifteen dollars) a month, it showers them with disbelief. One truly cannot fathom this idea. She speaks of the emotional break downs and discouragement. Directors that pinch their fat, make them feel un-pretty and lower their self esteem as well as shatter their dreams when their told they are not good enough. The authors detailed description   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Paternostros’ emotional tone makes well with women readers. It is something that women can relate to more readily. Through out the article, the author throws out descriptive terms that play emotionally on women.   Ã‚  Ã‚  Ã‚  Ã‚  For example, Paternostro speaks about cabaret dancers being the only means of making money. Unless of course, they would rather sell their bodies. When she says â€Å"money making option,† this means fifteen American dollars a month. To truly think that this is what can be spent in seconds here and only lasts a month there- is astonishing. It really makes the reader realize how blessed they are. Although things can be tough, it can always be worse. She also makes the reader realize other things that are taken for granted. For example, here in America, people change careers and start their lives over at the age of fifty. This is clearly not an option in Cuba. Through the use of descriptive sentences the author gives a detailed description of the qualifications to become a dancer.   Ã‚  Ã‚  Ã‚  Ã‚  Paternostro states â€Å"to qualify as a dancer, girls must be younger than twenty one and at least 5’4’’, to be a dancing model, she must be at least 5’8’’. They must posses grace, beauty and rhythm musically.†   Ã‚  Ã‚  Ã‚  Ã‚  Clearly this is a detailed description of the attributes dancers must possess. It also tells of the young age girls must be to qualify. At such a young age, the dreams and hopes of these girls can be shattered in the blink of the eye.

Web Design Report

| Coursework 1 Website Report | Diarmuid Bogner / B00614798| | Dr Hui Wang Dr Hui Wang Contents Page Introduction____________________________________________________________ pages 3 -4 Analysis_______________________________________________________________ pages 5 – 6 System Design_________________________________________________________ pages 7 – 11 Implementation_______________________________________________________ pages 12 – 16 Conclusion___________________________________________________________ pages 17 – 21 Appendices______________________________________________________________ page 21Introduction Purpose The purpose of this website was for a web development based company showcase the web sites they have created, the services they offer, help and support for new and old clients and to display contact information. Another purpose for creating this website was to help increase the amount of clients that the web development company was getting. Creat ing this website also allowed me as a beginner web developer to further develop the skills that I have already acquired such as XHTML and CSS. Organisation and Function of the Website The website I created is organized into several pages.Each page was named with an appropriate name to correspond with the information that was viewed on that page. For example the contact page was named â€Å"contatct. html†. This easily allows me to identify which page I was currently working on and would help if I had to make any changes or updates in the future. The website is made up with 15 different pages. In my website directory there is also a CSS file called style. css. This file contains all the style information on my website for example the background colour or the text font, size and colour. Naming the . ss file â€Å"style† again would help me or anyone else having to edit the file knows what the purpose of the file is. The website layout follows the standard top to bottom o rganization. The website has a logo at the top, and then below is the navigation which is easy located by visitor so they can easily navigate around the website. The function of the navigation bar is to create links between different pages of the website. For example clicking on the â€Å"About† link will bring you to the about page. There are also links on the links page which bring the user to external pages on other websites.Outline of Information to Be Included In the Report This report will contain quite a large amount of information. Below I will briefly outline the information included in the report: Introduction – In the introduction section of the report I will explain the purpose of the website I created, the organisation and the function of the website which basically means how the website works. Analysis – In the analysis section of this report I explain what the target users are and what they require from my website.The report will also contain a da ta collection which is where I sourced all my information to create the website. System Design – The system design will contain an outline design of each page that will be created for the website and the rationale. Also this area will contain all the links of the pages and the type of information that has to be included on each of these pages. Implementation – In this section the report there will be screen dumps of each page and I will explain the main features of each page. Also I will have a description of how my main features where added to the website.Conclusion – the conclusion section of the report will contain a complete evaluation of the website, and if I feel that my finished website has meet all the user requirements and how I have met them. I will review what went well and what didn’t go as well as expected when designing and implementing my website. Also I will include some ideas that I think my make an improvement to my website. Appendices à ¢â‚¬â€œ The appendices section will contain any references that were used throughout the report, design and implementation of the website. Analysis Target Users and their RequirementsThe target users for my website can be anyone. But the main focus is for users that are interested in obtaining a website for their personal use or for a business. The website has requirements that I need to insure that I meet them all. Requirements * Clear layout website for easy browsing – The website must be made up with a simple, effective a clear layout and not seem confusing. * Easy functionality – Users on the website must be able to use the functions of the website with ease. * Appealing colour scheme/template – The colour scheme and the template/layout need to be appealing using bright colours and nice imagery. Corresponding information – The information on the website needs to be relevant to the website, for example information about football would not be relevant t o a web development organisation. * Follow the HCI guidelines – The website needs to strictly follow the Human Computer Interaction guidelines. For example I need to take into consideration that some visitors on my website maybe colour blind so using colours that users can see clearly wither colour blind or not. * Easy to update and maintain – The website needs to allow easy maintain and update when needed.To achieve this using proper indenting and comments on the code will help me to find areas of the code that need updated. * User friendly – I need to make sure that the website is user friendly and that the users browsing my website can easily navigate around the site and can read the information that my website displays. * Compatible – Making the website compatible with all browsers is a requirement. This is because if one user is viewing the page using Mozilla Firefox another user using internet explorer may see the website differently and this could affect the users overall experience of the website.Data Collection All of the information I used for my website was written by me, I did however use the internet for some information such as my images, icons and links. For my icons and images I used a website called http://www. iconfinder. com/ and I also used Google image search. For some of the definitions on my â€Å"Links† page I searched Google, and at the top of the search results page a definition appeared. Throughout writing my CSS code I used http://www. w3schools. com/ as a reference for certain CSS techniques such as creating my website background. Outline of Page DesignsI found that using text boxes in Microsoft Word was a great way for me to design the layout of each page on my website. You can see below how I achieved this. Logo created using Adobe Photoshop Logo created using Adobe Photoshop Homepage Navigation Bar Navigation Bar Future Designs Affordable Web Development Future Designs Affordable Web Developmen t Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’s Content Area (this area is used to display the main text and images for the users to read and view.Content Area (this area is used to display the main text and images for the users to read and view. Button used for users to request quote Button used for users to request quote Links to pages on website Links to pages on website â€Å"Get quote† â€Å"Get quote† Footer Navigation Bar Footer Navigation Bar Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’s Logo created using Adobe Photoshop Logo created using Adobe Photoshop About Navigation Bar Navigation Bar Future Designs Affordable Web Development Future Designs Affordable Web DevelopmentHome | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’s About Content Area (this area is used to display the main text and images for the users to read and view. About Content Area (this area is used to display the main text and images for the users to read and view. Relevant image for page. Relevant image for page. Links to pages on website Links to pages on website Footer Navigation Bar Footer Navigation Bar Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’sLogo created using Adobe Photoshop Logo created using Adobe Photoshop Services Navigation Bar Navigation Bar Future Designs Affordable Web Development Future Designs Affordable Web Development Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’s Services Services Icons to represent a service Icons to represent a service Icons to represent a service Icons to represent a service Icons to represent a service Icons to represent a service Links to pages on website Links to pages on website Icons to represent a service Icons to represent a serviceIcons to represent a service Icons to represent a service Icons to represent a service Icons to represent a service Footer Navigation Bar Footer Navigation Bar Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’s Logo created using Adobe Photoshop Logo created using Adobe Photoshop Portfolio Navigation Bar Navigation Bar Future Designs Affordable Web Development Future Designs Affordable Web Development Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’sPortfolio Portfolio Thumbnail image of previous designed website. Thumbnail image of previous designed website. Links to pages on website Links to pages on website Thumbnail image of previous designed website. Thumbnail ima ge of previous designed website. Thumbnail image of previous designed website. Thumbnail image of previous designed website. Footer Navigation Bar Footer Navigation Bar Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’s Logo created using Adobe Photoshop Logo created using Adobe Photoshop ContactNavigation Bar Navigation Bar Future Designs Affordable Web Development Future Designs Affordable Web Development Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’s Image of Office Image of Office Contact Contact Content Area Contact form, and information such as the address and telephone number will be shown. Content Area Contact form, and information such as the address and telephone number will be shown. Links to pages on website Links to pages on website Google Map of Office Google Map of Office Footer Navigation BarFoot er Navigation Bar Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’s Logo created using Adobe Photoshop Logo created using Adobe Photoshop Links Navigation Bar Navigation Bar Future Designs Affordable Web Development Future Designs Affordable Web Development Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’s Links Links Link description Link description Link Icon Link Icon Links to pages on website Links to pages on website Link descriptionLink description Link Icon Link Icon Link description Link description Link Icon Link Icon Footer Navigation Bar Footer Navigation Bar Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’s FAQ’s Logo created using Adobe Photoshop Logo created using Adobe Photoshop Navigation Bar Navigation Bar Future Designs Affordable Web Development Future Designs Affordable Web Development Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’s FAQ’s FAQ’s Content AreaFrequent questions and answers to them will be viewable on this area. Content Area Frequent questions and answers to them will be viewable on this area. Links to pages on website Links to pages on website Footer Navigation Bar Footer Navigation Bar Home | About | Services |Portfolio | Contact | Links | Faq’s Home | About | Services |Portfolio | Contact | Links | Faq’s Links of the Pages (Site Map) This is the logo I created using Adobe Photoshop and various techniques for the desired effect. This is the logo I created using Adobe Photoshop and various techniques for the desired effect. ImplementationNavigation links, when the mouse cursor is over the top of the link it changes to a lighter shade of grey. Navigation links, when the mouse cursor is over the top of the link it changes to a lighter shade of grey. Home Footer navigation, again with the use of rollover links. Footer navigation, again with the use of rollover links. Background image, which I found on Google images. Background image, which I found on Google images. Rollover â€Å"Get Quote† button which becomes a lighter shade of grey when mouse is over it. Rollover â€Å"Get Quote† button which becomes a lighter shade of grey when mouse is over it.Form created with HTML to allow user to send an email for a quotation. Form created with HTML to allow user to send an email for a quotation. Quote Reset Button resets the data that has been inputted into the form. Reset Button resets the data that has been inputted into the form. Submit button sends the form. Submit button sends the form. About The text on this page has been formatted into bullet points to make it more user friendly and easy to read. The text on this page ha s been formatted into bullet points to make it more user friendly and easy to read.Image added to page to make it more appealing. Image added to page to make it more appealing. Icons to represent services that the company offer. This makes this page look a lot more appealing. Icons to represent services that the company offer. This makes this page look a lot more appealing. Services Thumbnails of web designs to add a gallery effect to the portfolio page. Thumbnails of web designs to add a gallery effect to the portfolio page. PortfolioLarge Image shown so users can clearly view the previous work. Large Image shown so users can clearly view the previous work.Portfolio Image Example Back button to return the user to the previous page. Back button to return the user to the previous page. After clicking on any of the previous design images will load a larger scale of the image with the exact same layout and format as the screenshot above. After clicking on any of the previous design ima ges will load a larger scale of the image with the exact same layout and format as the screenshot above. Image of office added to page to give users an insight to what our offices is like. Image of office added to page to give users an insight to what our offices is like.Contact Contact information and a form added for users to complete and submit to website admin email. Contact information and a form added for users to complete and submit to website admin email. Google maps embedded to show users where the office is located on Google maps. Google maps embedded to show users where the office is located on Google maps. Links Information about each link. Information about each link. Icons added to represent the links, the icons are also clickable which brings you the new external link. E. g. clicking the YouTube icon brings user to youtube. om Icons added to represent the links, the icons are also clickable which brings you the new external link. E. g. clicking the YouTube icon brings user to youtube. com Questions and answers clearly formatted for easy reading, this is proof of following HCI guidelines. Questions and answers clearly formatted for easy reading, this is proof of following HCI guidelines. FAQ’s Button to bring user to continued support page. Button to bring user to continued support page. Help & Support Form to request future help & support.Again this form is emailed to the website administrator. Form to request future help & support. Again this form is emailed to the website administrator. Conclusion Evaluation of Website I feel that my website has met all the user’s requirements. You can see evidence of each of the users requirements from the screenshots above. Below are all the requirments and how I felt that I have met them. * Clear layout website for easy browsing – My website has been made using a simple layout which only contains a header, navigation, content area and a footer navigation.The website is also easy to brow se as I asked members of my family and friends to try and navigate around and they could do this with ease and no confusion. * Easy functionality – All of the functions that my website uses are all easy to use. For example the forms which the users complete to contact the website administrator are all very self-explanatory and users have no problem completing the form. * Appealing colour scheme/template – The colour scheme and the template that I have created is very appealing. Again I have got friends and family to try to use the website and they have all commented that it is very olourful. You can see evidence of this with the use of the background image and icons on different pages of the website. * Corresponding information – All of the information on the website corresponds to the type of the website that I created. * Follow the HCI guidelines – I have followed the HCI guidelines very strictly when creating this website. An example of this would be t hat the website does not use any colours that colour blind users may find difficulty viewing. * Easy to update and maintain – The layout created allows for easy updating and maintenance.For example if I wanted to add a new page to the website all that must be done is a copy of the page, delete the information that was copied, add new information to the page and add the page into the navigation bar. * User friendly – I find that my website is quite user friendly. The website is easy to use and the information is clear and users would have no problem reading and understanding the information. * Compatible – I have fully tested the website with a few of the most popular web browsers. You can see evidence of this below: Chrome Internet Explorer Mozilla FirefoxAs you can see from the above screenshots that the website displays correctly in all browsers so I have met the compatibility requirement. Review of Successes and Problems I found that my design was very succes sful. Creating the plan of the design was crucial in creating a fully functional website. I found that making a clear and an easy to follow plan allowed me to implement my website with very few issues and it gave me an insight to what the website would look like when completed and what look I was aiming for. Meeting the user requirements I thought would be a hard obstacle to overcome.I did a module in a computing course which solely focused on Human Computer Interaction This gave me the knowledge of HCI guidelines and ideas on how to follow them and how to stop barriers. Along with my knowledge and a full plan I was able to meet all the user requirements whilst overcoming HCI difficulties. The only thing that didn’t go to plan was the CSS code for my background. When attempting to add the background using CSS I could not get the desired look. The image kept stretching and as I added more content to the page the image repeated. After researching some more CSS online using W3sc hools. om I came up with the idea that the background should stay fixed and the rest of the page should scroll. This fix completely fixed this issue. The code I used is as follows: Ideas on Improvement & Further Development After reviewing my website I have came up with areas that I could improve on and areas of the website that could be further developed. I found in my portfolio gallery when clicking on the image instead of having a text button â€Å"[Back to previous page]† I could have used a rollover button which users would have a lot less difficulty trying to find and also it would make the page more interactive for the user.Instead of having a text button on this page I could have either added a button or better added a support link on the navigation bar. This improvement also gave me an idea where I could further develop my â€Å"Continued Support† area by using a PHP help desk script which allowed users to register and they could write issues on tickets that a re then viewed by administrators and support is given.Also adding a help chat room where clients can speak live with support staff. An example of this type of software that could be integrated is â€Å"oS Ticket† which is an open source software. http://osticket. com/ References: www. google. com/images www. w3schools. com http://www. iconfinder. com/ http://stackoverflow. com/questions/1150163/stretch-and-scale-a-css-image-in-the-background-with-css-only

Global Communication: Book Report

Book Report Global Communication (By: Yahya R. Kamalipour) Publisher: Thomson Wadsworth Year of Publication: 2007 Book Report Written By: Husain Ebrahim / Department of Mass Communication at Grambling State University. The author of the Global Communication book is Yahya Kamalipour a professor of mass communication and head of the department of communication and creative arts at Purdue University. His research interests are about topics related to global communications such as, international communications, globalization, new communication technologies, and media impact.In this book, the author collected researches that are related to the global communication topic from 14 different researcher, and developed this Global Communication book. According to Kamalipour that the international communications were there since the nations were funded and connection between people started. However, communication styles and tools are changing and improving. In addition, international communicati on did not cause any conflict between nations until it starts to influence cultures, change believes, and opinions.Furthermore, the writer discusses the global communication as a component of the term globalization that predicted by Marshall McLuhan in the 1960s. Although, there are several components for globalization: economic, politics, culture, social, and communication, but communication is the most notable aspect. Moreover, Kamalipour claims that global communication is still a growing field that fits under most of the humanity sciences as, mass communication, international relations, politics, economics, social science, managements, and public administrations.Further, the area of global communication is growing rapidly and needs to be investigated more because the significant role it plays in solving conflicts between nations. The book theme started discussing the definition of the globalization term to reach an agreement on the role of communication. After the author produce a historical view of global communication, and how it developed, added to the theories that supported the global communication.Next, the book emphasis the role that the economy played in changing the way of communicating, and the governmental regulations on the global communications. In addition, Kamalipour explained the changes that came with the emerge of new communication technologies, specifically the internet. Then the author moved to clarify the impact and the way that the communications changes others cultures through the information flow. Finally, the book addresses the impact and influence of the media on changing cultures specially politics by using propaganda or advertisement.Chapter 1: Following the Historical Path of Global Communication: Allen Plamer who mentioned the background of the global communication studies, and explained the different stages of improving the networks of global communication conducted this chapter. The author started this chapter by explaining the role of the geographical space on communication and how it used to be a barrier. Additionally, global communication started since the pharaonic civilization expanded its rule to reach south Europe, North and South Africa, and a part of Asia; hence, the geographical space was the reason of the need of global communication.Moreover, preaching and religious activities also increased need of communicating with other cultures. Later, the printing press and knowledge explosion era has solved an enormous problem that was facing the intercultural communicators, added to the new communication scientists who developed the international network in the 19th century. Chapter 2: Drawing a Bead on Global Communication Theories: Kamalipour has used the research that John Downing conducted in collecting the mass communication theories that contributed in explaining the global communication.Downing has just used the normative theories as an only example of theories for the global communication. A fter, the author briefly explains the differences between the authoritarian, libertarian theories and comparing the way that the soviets used to communicate globally as an example. Chapter 3: Global Economy and Global Telecommunications Networks: In this chapter, Harmeet Sawheny wrote the history of the relation between the global economy and global communication starting from the 13th century, or what he named as the pre-modern world when people used to trade spices and silk.In addition, in that era, there were imperialism, and many powerful nations in Asia and Europe were created in the same time. Hence, those nations used to communicate to influence and change cultures or to trade goods. According to Sawheny later in the 19th century, the modern world occurred, and it was known as the electronic imperialism era. To this end, the global media flow to through over the nations and issued several networks of telecommunications to find new markets.Chapter 4: The Transnational Media Co rporation and the Economics: Kamalipour adopted this chapter from a research was conducted by Richard Gershon a professor in the information management and telecommunications. Gershon in his research illuminates the reason of globalizing the media corporations, which he claims that the main reason is finding new market with a larger volume of audiences. Moreover, the new idea of free market trade also encouraged the media corporations to expand its distribution and go globally.For example, the transitional media corporations, which means one company, expand its production to different media content such as, magazine, press, cable T. V. , websites, books, and entertainments rather than just producing one media. Afterward, the writer suggests some elements that can help media corporations to develop strategies that would make the steps globalize their products easier and faster. Chapter 5: Global Communication Law: After discussing the economic role and its global trend, Kamalipour ad ded this chapter to explain the regulations of global communications.This part of the book was a part of a research that was accomplished by John Huffman, Denise Trauth, and Jan Samoriski. The researchers illustrated the differences between cultures, which would be a reason of a conflict between cultures. Therefore, laws and regulations were created to reduce the conflict between cultures, and to increase the level of respect to other cultures in the media content. Furthermore, authors’ argument was that because of the cultural differences it is hard to accept a law that all global media would accept.Additionally, they studied the new history of global media laws such as, the role of freedom of expression, the right of silence, and the way of censorships and limitations. In fact, they wrote about examples of media censorships and limitations in the United States and other parts of the world. Finally, the chapter ended with mentioning the role of new communication technologies in changing the global communication laws, and the internet was their example.Chapter 6: Global News and Information Flow in the Internet Age: The author of this chapter was Kuldip Rampal who started the chapter by citing the history of media agencies and the role it played in the global information flow. After, Rampal mentioned the current role of those major news agencies in the information age that we are living in today. Further, Rampal named explained how do major news agencies such as, France Press, Associated Press, ITAR-TASS and Interfax, Reuters, and United Press serve all media in the globe. Chapter 7: International Broadcasting:Afterward Kamalipour presented Joseph Straubhaar and Douglas Boyd research about international broadcasting. This chapter studied the reason that encouraged the media to broadcast and distribute in the global market. In addition, authors lighted some main events that raised the need of global communications such as, wars between nations, economics , politics, propaganda, and religious. As an example of international broadcasting, the authors named: Voice of America, BBC, Arab-American Oil Company, U. S. Military, CNN, Orbit, and Sky News.Finally the authors studied the history of propaganda, and they argument was that propaganda was the main factor of international broadcasting. Chapter 8: The Global Implication of the Internet: Challenges and Prospects: George Barnett and Devan Rosen in this chapter studied the internet and its role in human civilization. First, chapter starts by claiming that the reason of the great success of the internet is the two-way of communication that it features. Second, the social network was given as an example of the internet success.Lastly, authors illustrated internet through showing the structure of its networks, and the technical idea of building networks. Chapter 9: Milestone in Communication and National Development: In this chapter, Vibert Cambridge discusses the idea and the need of deve loping communications abilities for all societies, his argument is the gap of media power between cultures could cause a conflict. Moreover, he started explaining his point of view through using the example of using the media as a powerful weapon in World War II.Further, Cambridge stated some examples of efforts that have been made to develop communication abilities in number of countries: USA, Turkmenistan, Eritrea, and the Caribbean Community. Additionally, he encourages the UNICEF efforts of helping some countries to develop their communication abilities. Finally, to develop communication abilities, the author suggested some strategies: public awareness campaigns, social marketing, entertainment education, and advocacy. Chapter 10: The Politics of Global Communication:The politics of global communication was adopted from a research was done by Cees Hamelink, who wrote the history politic global communication that started in the 19th century. Next, the author addresses the current practices of politics in global communications by giving some examples of financial issues, property rights, and mass media ownership. Chapter 11: Global Communication and Propaganda: Kamalipour retrieved the relationship between propaganda and the global communication from Richard Vincent research, who marked the origins of propaganda in the 17th century.After, the author discussed the propaganda definition and its connections with public relations and public diplomacy. Moreover, the chapter provides readers with some example of propaganda in war times. In addition, the Vincent mentioned the strategies of propaganda campaigns, which are labeling the idea, associating the issue or image with a noble term, image transfer, persuading the audience that their idea should be the same as others, and using facts to convince others. Lastly, the author discussed the use of propaganda in terrorism as an example.Chapter 12: Global Advertising and Public Relations: Later Kamalipour, used Dean Kruckeberg and Marina Vujnovic article as a source for this chapter of his book. Researchers start point in this chapter was their agreement of the role of public relations in reducing the gap between the organization and its public. Hence, they briefly discussed the history of public relations and its western origins. Moreover, authors discussed the culture differences that influence the public relations practices and advertisements.For instance, dealing with democratic culture societies is easier than authoritarian societies. In addition, the chapter covers the part culture features that cause changes in the global advertising and public relations such as, environmental challenges, population growth, poverty and hunger, and wars. Further, authors briefly discussed those differences and the role of information gap between among the first, second, and third worlds. Chapter 13: Communication and Culture: Christine Ogan in this chapter define the culture as a group of people who share the same understanding of life.However, culture used to change slowly, but in the recent global communication era, it is much easier to make significant cultural changes in a society. In fact, the author blames the western culture to be the most influential culture in the world because the strength of their media. Additionally, there are some cultures that adopt the change easily, and others resist the change. Moreover, global communication contributed in finding the term of stereotype; for example, the world view of America as a pop culture.Chapter 14: Patterns in Global Communication: Prospects and Concerns: Finally, Kamalipour conclude his Global Communication book with a chapter that was written by Leo Gher. This chapter includes examples of current global communication industry that are used around the world such as, the global satellite system, and global internet services. Additionally, Gher points that some of the concerns of global communications are the privacy and inform ation conflict, and trend of having one large culture in the world with vanishing other cultures.Global Communication is the second edition of the book; therefore, it has been enhanced and added some updates about some significant events such as, the role of 9/11 terrorist attacks on international communication, internet and its global impact on communications, and suggested readings in that area. Even though, the book was loaded with a broad contents and issues of global communications that were written in about 355 pages, it was well organized under 14 chapters.Moreover, reader can touch the high skill writing abilities that Kamalipour has, from the way that the book content flows between the topics, and the basic English that he used to help all readers to understand and enjoy the content. Further, chapters were divided separately so the reader can easily reach the information that he is looking for without the need of looking in the exact orders of chapters. According to Kamalip our, the intended audiences of this book are researchers, journalists, international agencies, enterprises, and students.However, my criticism about the book is that it has so many repeated parts of chapters; for example, propaganda that was discussed in two different chapters added, to the repetition of same ideas about the cultural impact and change in many chapters. Therefore, I think the book serves the audiences who are looking for a part of the content, but not for students who will read and study all over the book. References Kamalipour, Y. (2007). Global communication. (2nd ed. ). Belmont, CA: Thomson Wadsworth.