How does genetics apply in health and disease?

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6203NATSCI Applications of Genetics in Health and Disease Practical 1

Today we are going to begin the procedure of using DNA sequencing to profile the bacteria present on your phones. To do this we will firstly swab the bacteria from your phone then we will extract DNA from the bacteria and then finally set up a PCR to amplify bacteria using the 16SrRNA gene (which is routinely used to identify bacteria to species).

You will work in pairs. So decide 1) whose phone you want to swab and 2) whose phone you want to put on agar to see what bacteria grow. The only purpose of putting the phone on LB agar is just to see what bacteria will grow and not for identification. I will take pictures of the bacteria colonies growing on the agar and put them on Canvas later in the week.

At any point if you don’t understand what is a spin column or Eppendorf or collection tube etc. I’ve put pictures at the back of this document.

  1. To swab bacteria of phone:

PUT ON A LAB COAT AND PUT ON SOME GLOVES!

  1. Take your swab and dip it in the sterile water and swab the face of your phone for 2 minutes.
  2. Add 20 µl of PROTEINASE K and 180 µl DIGESTION SOLUTION (Buffer ATL) to a 1.5 ml Eppendorf tube.
  3. Swirl the swab in the solution in the 1.5 ml Eppendorf tube for 2 minutes.
  4. Cut off the swab tip (with scissors) and leave in the liquid.
  5. To extract DNA from your swab:
  6. Close the tube lid and incubate at 56⁰C for 10 mins on heating block/water bath.
  7. Remove swab tip, squeeze out as much liquid as possible and dispose of swab.
  8. Add 200 µl of LYSIS SOLUTION (Buffer AL). Mix thoroughly by vortexing to obtain a uniform suspension.
  9. Add 400 µl of 100% ETHANOL and mix by vortexing. Transfer the prepared lysate to a DNA purification Column (see pictures last page!) inserted in a collection tube. Centrifuge the column for 1 min at 8,000 rpm. IT IS IMPORTANT THAT WHEN YOU CENTRIFUGE YOU DO IT WITH ANOTHER GROUP AS THE CENTRIFUGE MUST BE CORRECTELY BALANCED!
  10. Discard the collection tube containing the flow-through solution. Place the DNA Purification Column into a new 2 ml collection tube.
  11. Add 500 µl of WASH BUFFER 1 (AW1) to the DNA Purification Column. Centrifuge for 1 min at 10,000 rpm. Discard the flow-through and place the purification column back into the collection tube.
  12. Add 500 µl of WASH BUFFER 2 (AW2) to the DNA Purification Column. Centrifuge for 3 mins at maximum speed (13,000 rpm).
  13. Discard the collection tube containing the flow-through solution and transfer the DNA Purification Column to a sterile 1.5 ml Eppendorf tube and chop lid off with scissors.
  14. Add 50 µl of ELUTION BUFFER (Buffer AE) to the center of the DNA Purification Column membrane to elute genomic DNA. Incubate for 2 min at room temperature and centrifuge for 1 min at 10,000 rpm.
  15. Your bacterial DNA is now at the bottom of the 1.5 ml Eppendorf tube so you can throw away the purification column and progress to PCR.
  16. To set up PCR of bacterial 16SrRNA gene

We are going to set up two PCR reactions. One will contain the bacterial DNA you just extracted and the other will contain no DNA, just water (negative control), and will check whether you have contaminated your reagents with bacteria during the DNA extraction process!

The first thing to do is take 2 PCR tubes. They have already been labelled with a number (that’s your group) and on the side one tube is called “+ve” and the other “-ve” corresponding to the tube that has bacterial DNA (+ve) in it and the other which has just water (-ve).

To each of the tubes you need to add the following:

PCR Master Mix:                                                         13 µl

Forward Primer called 27F:                                        2 µl

Reverse Primer called 1492R:                                    2 µl

DNA that you extracted (or water if –ve control):     2 µl

Water:                                                                         6 µl

PLEASE REMEMBER: The negative control will have all the reagents added but NO DNA and 2 µl of water added instead!

FYI: Forward primer contains the DNA sequence: 5’-AGAGTTTGATCMTGGCTCAG-3’

Reverse primer contains the DNA sequence: 5’-TACGGYTACCTTGTTACGACTT-3’, both are at concentration of 10 µM.

Once you have added the ingredients to each tube please put the lid on each, label with your initials and give them to Robbie. This is the end of Practical 1 and (fingers crossed!) you have managed to successfully extract DNA from your bacteria!

The next stage is to run the PCR which I will carry out. The conditions are as follows (if interested):

3 mins at 95⁰C

15 seconds at 95⁰C

35 cycles

30 seconds at 55⁰C

1.5 mins at 72⁰C

8 mins at 72⁰C

Finish at 16⁰C

Has my PCR worked? In order to understand this we have to run a gel. I will do this before the next practical and put the images up on canvas. If it has worked then we will proceed to the next stage which is cloning the PCR product and then heat shocking the bacteria into E. coli (see Prac 2).

Historical Misrepresentation of Voodoo in Hollywood:So what is voodoo?

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ENG 450

11/15/19

Historical Misrepresentation of Voodoo in Hollywood

Abstract

People often think they know what voodoo involves. Like me, most people relate it to spells, dolls, potions, and magic. Voodoo has been grossly misrepresented in the media leading people to be fascinated with it today. Going on with my research, my goal is to ultimately find how it evolved as a religion and came to New Orleans and became what it is today. Additionally, I will be hitting points on the history and the religion of voodoo and stereotypes Hollywood has presented to the world.

So what is voodoo? It’s been practiced in different places of the world like Africa and the Caribbean, mainly in Haiti. It is supposed to be a mixture of different traditions like those of the catholic, African, and Native American religions. It mostly community-centered and supports individual empowerment and has little to do with dolls and zombies.(Voodoo 2.0) It has developed into people believing it to only being a spiritual possession practice. Due to Hollywood’s films and shows today, its led people to view it as something scary and dangerous. Movies like Disney’s Princess and the Frog has even led children to believe it is all bad magic. Furthermore, my intention for this research paper will be to answer the questions I have came across in my research and to hopefully help clarify the stereotypes that films have led people to believe in.

 

Introduction

Voodoo, a folk religion of the Haitians, has over the history of Hollywood been misrepresented through the development of cinematic. A study of the indigenous tradition reveals that the current understanding is laced with massive misconceptions and ill-formed depictions. In essence the culture is now associated with witchcraft, barbaric sacrifice and Satanism. The popularity of voodoo in western culture first took effect in the 18th century. However, it is important to understand that initially, the tradition is indeed a spiritual practice that was essentially a mechanism of unity that brought about independence in the Caribbean’s through the Haitian revolution. This paper explores how voodoo has been misrepresented in the western culture while at the same time depicting the essence of voodoo as a product of transnationalism.  Also the paper will demonstrate how the voodoo culture has impacted the inhabitants of New Orleans through history. Ultimately the essay will be the explanation of rediscovering voodoo as one of the most misunderstood religions in the world.  Contemporary images of voodoo in the film industry portrays it as black magic with stereotypes comprising of general physical, emotional and cultural practices. In other cases voodoo has been symbolically used to pass across various social and political undertakings that were perpetrated by western sumpremacists.

Existing Scholarship On Voodoo

            The origin of voodoo is believed to be West Africa with the traditional practices being originally African before the arrival of the Europeans. Once the French explorers enslaved the Africans, transporting them to the shore of Domingues, they attempted to replace the tradition with Christianity. However, the slaves progressed with the practice under the disguise of Catholicism. In this regard as opposed to the popular belief that voodoo is black magic and pagan cult, the tradition is indeed a religion that originated from Africa and is regarded as a way of life and mode of survival.  Those who practice voodoo attest of its potency to heal various maladies including both historical and social-economical misfortunes.

Following the Haitian Revolution, the reign of horrific reign of the French came to an end. However, the population continues to suffer from ill-treatment of the following rule of dictators being subjected to both environmental and economic exploitation. Therefore, the poor and oppressed invoked the voodoo spirits for guidance and salvation to withstand the medical, economic and social-political maladies. In return the spirits required a sacrifice which could be in the form of a simple act such as lighting a candle. However for more severe problems, the people would conduct a more intricate sacrifice for several spirits including animal sacrifice, dancing and even drumming. Mostly, the voodoo tradition was democratic and functional incorporating allowing both women and men to assume the roles of leadership. Also, the authority of the priests and priestesses is limited to the people who voluntarily submit to the initiation to the tradition. Voodoo in present-day Hollywood demonstrates negative US cultural discourse with little or no scholarship on nature and scope.

Misrepresentation of voodoo in literature film and television

The voodoo rituals were meant to demonstrate the interconnection between humans, nature and the spiritual world. However, following colonialism and introduction of Christianity, the harmonic balance between humans and nature was destroyed by the introduction of destructive human practices. Still voodoo culture insisted on the sacredness of nature that provided a conscious approach to the natural world. Additionally in voodoo culture it was believed that after death, the remains of the people remains trapped in the world and it requires the priest to carry out the purification process that that releases the body from the waters. In this regard the voodoo culture promoted intricate engagement with nature unlike how it is portrayed in Hollywood today.

An evaluation of the appearance of voodoo in film, television and literature in the western world indicates several misconceptions about the religion. Referring to H.P. Lovecraft’s story a tale ‘‘The Call of Cthulhu.’’  Is developed describing the cult of Cthulhu. From the description, a horrific mystery is told of the cult and the statue of Cthulhu that was based on one of the blackest of the African voodoo circles (Mcgee 241). From the story the initiates of the cult are portrayed as men who are ignorant, degraded, mentally aberrant who are either Negroes or mulattos.  Further the literature continues to describe their rite as primitive and connected to satanic motives.  For instance, he states that the beings were making sounds, writhing around a bonfire devoid of clothes. In the middle of the bonfire stands a great monstrous statue with bodies of marred and mutilated bodies around (Mcgee 241). The essence of this representation is that Lovecraft draws a connection between voodoo and Satanism.

Additionally, contrary to the actual nature of voodoo, the story also draws a connection between mental inferiority of blacks and mixed-race groups to the belief in voodoo. The religion is portrayed as emanating from diseased, inferior and primitive people. More so the general perception is that voodoo is a mere superstition that is merely suited for the inferior. Similarly from the Lovecraft story one can perceive the connection between voodoo, violence and base sexuality (Mcgee 242). For instance from the rite described, naked people dance and jump around a bonfire of their aimed fellow victims.

Association of zombies with voodoo tradition

Zombies are a minor concept in the Haitian voodoo tradition.  The history of the zombies is based on a combination of political historical and cultural environment. considering that Haiti is a land characterized of hybridity following infusion of Christian religion into a culture that already had exotic mystic values the resulting religion became the voodoo culture.  this culture has since the beginning been maligned and misunderstood as a culture that is associated with death and the spiritual world incorporating the use of dolls, voodoo dolls, charms and most importantly the zombies. The concept of the zombies has struck the westerners with fear and fascination resulting in the what is seen as popularity of the zombies in the Hollywood cinema.

With regard to this tradition zombies referred to dead bodies that have been captured either in the form of the body or soul by a sorcerer who then becomes the master of the zombie. In ancient voodoo cultures, the zombies were used to work in the fields tilling land and harvesting crops and all the other work that was designated for slaves. Similarly the zombies were believed to be sent in the form of spirits to drive other victims of the master mad. From this idea of zombies, several theories have been developed towards the meaning and existence of zombies. Inspired by the voodoo idea of the zombies Hollywood film industry has created films that have propagated voodoo culture into international fame. The first film that featured voodoo culture White Zombie (1932) integrated the concept of using a particular tonic that led to creation of enslaved men who worked in a sugar mill (Gelder 91).

Zombie films that were created after White Zombie (1932) focused on the idea of sexualized females. Afterwards, the concept shifted towards creating zombies by the use of biochemical means. With later developments, the concept of zombies changed without incorporating any essence of voodoo culture. Instead, zombies are only created by the use of contagion, disease, isolation and most importantly unregulated science. Additionally the ideas of zombies in the recent movies codes the zombies a distinctly black bringing the question of the person behind the object of aggression. The erotic appeal of the zombies was lost in the 1970s with the creation of the La Rebellion de las Muertas (1973).

Following the popularity of the first horror movie, Hollywood became interested in identifying the next monster to be portrayed in the screens. According to Bishop (141) filmmakers considered the exotic literature of the Caribbean’s that led them not only o the Caribbean’s but to the island of Haiti where they identified powerful voodoo spirits. They became interested in the exotic African mysticism that enabled priests to kill their enemies and then convert them to mindless servants. This concept acquired many people’s interests and therefore led to invention of the notion of the zombie. Initially in the very first movie based on this discovery, White Zombie was based on the exotic setting of Haiti portraying the primitive stereotypes of the natives and at the same time accentuating the superiority of the western imperialists. Similarly apart from the voodoo culture the film focuses on the portrayal of the post colonial society depicting the danger of the white protagonists becoming zombies in themselves. in essence the films present the horror of the westerners being colonized by the pagans through domination of Hollywood cinema by voodoo zombie culture. all in all, the white Zombie sets the pace for the negative stereotyping of Hollywood cinema propagating the imperialist paradigms of the west and negatively portraying race differences and class struggle of the natives (Gelder 91).

Films like the white zombie did not only exploit the nature of the exotic natives but also focused on the ancient lands that comprised of castes and mysterious figures. In this regard the setting and tone the ancient zombie movies is based on the gothic style. However, been though the real action occurs in the Caribbean’s it is evident that they depict more of the western world. In this regard the zombie horror movies are a blend of the Caribbean’s and the west and not entirely exotic. One feature that is not represented in Hollywood film is the main intention of creation of the zombie. In deed the Haitians would strip off a pagan off their will and subject them to the pagan authority leading to loss of autonomy and control. Therefore, this would be one of the post colonial terrors that this native culture would pose to any invading culture. in essence zombie culture was a manifestation of the superiority of a liberated colony hat would use fear to scare off any invading cultures (Bishop 147). However, the cinematic versions of portrayal of zombies only indicate of the master-slave relationship and the nature of colonialism.

Hollywood has  recreated and misused the concept of zombies in what is seen as imperialist hegemonic model (Bishop 147) the outcome is the portrayal that the people in power can at will enslave  others who are in this case considered to be the slaves. This is a reflection of how the colonialists exerted control on their slaves just as the zombies were commanded by their voodoo masters. In essence, the Zombie provides a retaliation ground enabling the oppressed to oppress the oppressor therefore threatening the western imperialists. Additionally the making of a zombie can be seen as backwardness and uncivilization which is utterly exaggerated in the Hollywood films. One of the misrepresentation in the films is that there s no attempt to civilize the zombies and improve their place in the society unlike in the actual ground where the French missionaries attempted to educate and marginalize the natives of the Caribbean’s. although the first zombie film is direct and melodramatic, it intricately portrays a different time which is the early 20th century which s concurrent with the end of occupation of Haiti by the united states (Bishop 148). one clear depiction is that westerners do not subscribe to any beliefs of the local superstition and are only interested in understanding them and exploiting their backwardness for entertainment purposes. The films also portray the white westerners as superiors to the Haitians in all levels such as wealth class and even enlightenment.

Rebellion as a connection of voodoo with Satanism

Haiti being among the first independent nations is known to have a violent and complex history that incorporates people from three main sources, the natives, slaves from Africa  and European imperialists. In essence as the African slaves outnumbered the imperialists a revolt ensued that was based on voodoo celebrations.  Following the invasion by the united states marines who intended to modernize the island, the voodoo rituals and zombie culture was discovered. Meanwhile the voodoo culture continued to be enriched by the influx of the Africans who were transported from west Africa who were more conversant with the rites and practices. As a result voodoo acquired more part of the Haiti culture. additionally, the growth of the culture was based on the absence of influence from the colonialists. As the west continues to discover the voodoo culture the adoption into entertainment was inevitable as in deemed to be fascinating to the western audiences. However, considering that the first audiences of this cinema would be the westerners it was adopted in such a way that it would suit their beliefs. therefore, the Hollywood entertainment does not entirely demonstrate the native voodoo and pagan ritual practices rather it is developed using the imperialist superiority concept that would suit the believes of the west n the 20th century (Bishop 147).

Most of Hollywood films have feature voodoo culture integrate violent scenes which bring about the essence of Satanism in the culture. In essence, in Haitian culture, the violence was a way of defending their environment from encroachment by foreigners. However, the portrayal of violence in Hollywood films depicts demonic association which is only an imaginary form of voodoo. In connection with rebellion, the Hollywood popular culture has for a long time portrayed voodoo as black magic that is based on African magic characterized with casting spells and placing hexes on individuals who have opposed belonging to the religion (Bartkowski 559).

Princes and The Frog Representation of Voodoo

Among the most popular cultures in the Hollywood recently is the Disney movie. However, contrary to the earlier notion of Disney princesses, the films have incorporated voodoo tradition while depicting dynamic Disney princesses. However the main misrepresenting of facts of voodoo is the portrayal that is only one culture that incorporates the aspects of devil worship. The complexity of the religion is neglected through portrayal of worship of snakes. Additionally, voodoo is mixed up with other traditions such as Christianity. However in princess and the frog voodoo is not shown to be an entirely negative religion, some good is associated with practice of the religion such as acquisition of power.  Therefore, the true meaning of voodoo s blurred through incorporation in the Disney princess movies. All in all it is depicted as only a funny religion that allows the practice of black magic to give people powers.

Movement 3: complications/ rebuttals

In line with the claims that voodoo culture is not based on violence the review of the issues of ethnicity in Haiti reveal that the culture indeed articulates charm that were violent and fatal in nature. In 1804 following the expulsion of the French colonialists in Haiti, the black leader declared the land to be a black republic. According to the constitution that was ratified soon afterwards it was declared that no white man was allowed to set foot in the country as a master or owner of any property. The violence was extended to the Haitian Mullatos who were considered inferior to the blacks.

A study of Haitian culture describes it as one of the richest cultures in the world. In essence Haitians may be considered poor but the voodoo culture makes them unique. Although the western world may be considered to be civilized it is noteworthy that the voodoo culture is an essential culture that holds the entire community together, for instance taking account of the dance, the Haitian voodoo culture can be perceived as a sacred practice. Although considered to be primitive by many, the owners pride in its participation. The tradition is recognized in terms of ethnicity and at the same time the community does not acknowledge hybridity. This means that the ethnicity gives it a sense of belonging. While the Hollywood representation may try to indicate modernity, Haiti continues to be presented as a fatal and promiscuous place in that it has held the practices while the rest of the world has revolutionalized. On the contrary the representation of voodoo in Hollywood may be an attempt to indicate the presence of indigenous culture. However, the changes that have been enacted replace some of the original features of the culture that lead to disorientation of the meaning and deviation from the actual reality of how the traditions were practiced. For instance, voodoo culture was originally practiced by black Haitians but in Hollywood films it has been replaced by white men characters. Being a pragmatic religion, it is evident that voodoo beliefs and ritual practices are a relation of reverence of nature, natural spirits and forces associated with fire and water (Bartkowski 560). However, following colonialism there were massive changes on the ecotheological practices of the religion culminating in ease of dispersion and adoption by the western world.

Criminalization of voodoo

Although western film, television and literature have focused on the use of voodoo to appeal to the popular culture, it has at the same time neglected some of the features of the culture that define its originality. However, Hollywood has also challenged some of the stereotypes that have been set by the same culture. For instance it has challenged the issue of criminalization of voodoo depicting some of the primitive reasons that were perpetrated by the culture. In the same way it has challenged some of the racial anxieties that have been brought forward by the initial initiates of the culture. Imminently religious scholars and spiritual leaders have attempted to erase some of the negative beliefs through public image but it is evident that both imaginary voodoo and original voodoo have become intertwined and have gained international popularity. In this regard, it is expected that the beliefs and traditions portrayed in the media will continue t evolve with new discoveries and adjustments while in essence the original traditions will continue to be practiced by followers of the religion.

Parallel to the notion that voodoo is dangerous; the religion can actually be perceived as a way in which the natives used to resists the gendered and racialized violence that was perpetrated mainly by the colonialists. Just as in Coven, the role of the belief system of voodoo was to make sense of experiences that the people of Haiti and the slaves who were brought from Africa a reality (O’Reilly 36). Various adoption of this religion have been aimed at ensuring that that the practices are used as sites of resistance towards racial violence. Just as voodoo for the Haiti was a means of overcoming oppression, magic for films such as coven have been used to document historical moments and at the same time challenge white supremacy. This way voodoo is given social significance as the characters use it to bring about justice. However, although the traditional re given sensationalizations, it is evident that various misconceptions of the religions are used to bring about derogatory representations of voodoo (O’Reilly 36).

Voodoo not black magic but is an actual religion

Ethnographical study of the Haitian culture reveals that contrary to the black magic stereotypes, the religion is actually based on moral beliefs that the followers have to adhere to. additionally, the belies are in harmony with the gods and, therefore, they facilitate spiritual physical and emotional wellbeing of those that practice the religion. Many scholars including Melville J. Herskovits have refuted the inclusion of the tradition as witchcraft citing the ethnographic characteristics (Middleton 158). She describes the tradition as a practice in which the gods are well known to their worshippers. Additionally, the duties that are owed to the gods are well understood and are fulfilled in a systematic and orderly manner using rituals and rites. In return when the rituals are practiced properly the worshippers acquire benefits such as god harvest, goodwill with other men and good health. n some cases voodoo is considered as the cause of Haiti’s impoverishment (McGee 231).  This notion has however been created for a long time through the imagination. This development is brought about by the blend of Haitian voodoo and imagined voodoo that has resulted in the alteration of the real essence and cultural importance of the religion.

In essence, Herskovits’s has also demonstrated that voodoo is considered as a religion in that takes into account the holistic health of the followers considering the spiritual and physical condition of the people (Middleton 160). The importance of this religion is documented in various medical records of death caused by black magic.  Hollywood media has not focused on the representation of importance of voodoo and the ethnomedical practices. While these practices are important in the western world due to the spiritual and historical roles that they play, they have been adamantly been defined as mere superstitions disregarding their utmost importance.

A study of voodoo reveals the feature of pharmacosm indicating the power to both heal and harm the users. However, the voodoo is only demonstrated as evil and primitive with the health reveals being neglected. Additionally voodoo is considered to be crude neglecting the need for animal sacrifice for both physical and spiritual illnesses. Considering that the traditions arose from the beliefs and practices of the enslaved people, their masters were not interested in the slaves’ wellbeing but their capacity to provide labor (Middleton 160). Knowledge of voodoo medicine placed the slaves at the top of the social hierarchy conferring prestige and power to the slaves. Those with the voodoo knowledge were allowed to serve others and therefore would practice medicine under their masters conjuring prescriptions for various illnesses exchanged for coins and brass amulets. In addition to conjure medicine the slave healers would engage in other powerful rituals performed in peculiar circumstances. Although the voodoo has had massive impact in the mainstream medicine, it has not been adequately explored in the Hollywood representation. Similarly the benefits of faith communities in Haiti have been left out in the exploration and adoption of the voodoo culture (Middleton 165). contrary to the superficial representation of voodoo culture the entertainment industry does not dwell on the historical, medical and cultural perspective of the traditions pointing out the benefits of the religions to the users rather it focuses on the superstitious nature of the religion and the hams it could cause to the people..

Conclusion

Too many voodoo is a dangerous practice that threatens the lives of those who practice as well as those who do not subscribe to the beliefs.  this is the belief that has been propagated by the mainstream media. Most of the horror and zombie films have borrowed their concepts from the voodoo culture but in so doing the concepts are selectively applied to indicate the dark side of voodoo that incorporates the use of charms, rituals and violence as well as primitive rites against those that do not subscribe to the beliefs of the religion. However, the authenticity and legitimacy of the religion have been neglected in the description resulting in what is seen as selective understanding of the true essence of the religion. More so this notion negatively paints the religion indicating it as dark, primitive and laced with racialized violence.  For this reasons the work that is left to be done includes further study by ethnographic scholars to acquire a full understanding of the religion. The context cultural, historical and social understanding of the tradition ought to be properly studied and documented.  This will play a major role promoting the understanding of the religion as well as promoting the cultural essence and importance of the religion in the whole world. Most importantly, promoting the authenticity will preserve the culture considering that it is under ecological attack threatening its extinction. An understanding of the religion will also reduce the misrepresentation of the culture in the entertainment industry. Since the topic of voodoo representation has received little scholarly attention, it will be essential to study the essence of enduring appeal of voodoo in the popular culture.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

Bishop, Kyle. “The sub-subaltern monster: imperialist hegemony and the cinematic voodoo zombie.” The Journal of American Culture 31.2 (2008): 141-152.

Bartkowski, J. P. (1998). Claims-making and typifications of voodoo as a deviant religion: Hex, lies, and videotape. Journal for the Scientific Study of Religion, 559-579.

Gelder, K. (2000). Postcolonial voodoo. postcolonial studies: culture, politics, economy, 3(1), 89-98.

King, A. K. (2017). A Monstrous (Ly-Feminine) Whiteness: gender, genre, and the abject Horror of the past in American Horror Story: Coven. Women’s Studies, 46(6), 557-573.

McGee, Adam M. “Haitian Vodou and voodoo: Imagined religion and popular culture.” Studies in Religion/Sciences Religieuses 41.2 (2012): 231-256.https://scholar.harvard.edu/files/amcgee/files/mcgee-vodou_and_voodoo_in_sr.pdf.

Middleton, B. (2016). Two-headed medicine: Hoodoo workers, conjure doctors, and Zora Neale Hurston. The Southern Quarterly, 53(3), 156-175.

O’Reilly, J. (2019). ‘We’re more than just pins and dolls and seeing the future in chicken parts’: race, magic and religion in American Horror Story: Coven. European Journal of American Culture, 38(1), 29-41.

Roberts, K. (2018). The secret and irreligious doctrines of voodooism: institutionalization versus cultural stigma in New Orleans civil court. Journal of Church and State, 60(4), 661-680.

Weber, A. S. (2018). Haitian vodou and ecotheology. The Ecumenical Review, 70(4), 679-694

Oh, My Pop Culture Voodoo: <em>The Princess and the Frog</em>

 

Which perceptual factors engage the consumer to process the information at Victoria’s Secret website?

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UnderstandingConsumer Behaviour
Lecture 3
Dr.Stephan Dickert
BUSM058 Module
Semester A
Today’s Outline:
•Consumer Psychology
–Test your knowledge (Chapter 2)
–Exposure, Attention & Perception (Chapter 3)
Consumer Behaviour -Chapter 2:
•Test your knowledge:
Needs have all of the following characteristics except
a. are different from wants.
b. can conflict with one another.
c. can be aroused by internal cues.
d. can be aroused by external cues.
e. result in higher levels of perceived risk.
Consumer Behaviour -Chapter 2:
•Test your knowledge:
Ellen is driving down the road with her radio on. An ad for a new store is being aired as Ellen maneuvers through heavy traffic. Although Ellen enjoys shopping and is always interested in new stores, she is paying more attention to her driving than the ad. Thus she has limited ____ to pay attention to the ad.
a. motivation
b. ability
c. opportunity
d. involvement
e. desire
Consumer Behaviour -Chapter 3:
•Today we will understand how marketing information makes its way into consumers’ minds
•Exposure
•Attention
•Perception
•Comprehension
Exposure
“…reflects the process by which the consumer comes into contact with a stimulus.”
•Exposure through sense organs
–Visual
–Auditory
–Taste
–Smell
–Touch
•Exposure to marketing stimuli
–Designed to be noticed by (all) senses.
Exposure
•Factors influencing exposure
–Position of an ad
–Product distribution
–Shelf placement
•Selective exposure
–Zipping (fast forwarding)
–Zapping (muting/switching channels).
Attention
“…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses.”
Attention
“…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses.”
Attention
“…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses.”
Attention
“…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses.”

•Change Blindness

Attention
•The trick with the downsizing….
Attention
•The trick with the downsizing….
Attention
•Characteristics
–Selective –we only focus on a few stimuli at a time
–Capable of being divided and distracted
–Limited –depends on familiarity and ease of processing of the stimuli
–Habituation –decrease in response to a stimulus after repeated presentations
•Under what conditions do you (not) give full attention to advertising & marketing communication?
Attention
•Enhancing consumer attention via marketing stimuli
–Personally relevant
–Pleasant
–Surprising
–Easy to process.
Attention
•Enhancing consumer attention via marketing stimuli
•Pleasant marketing stimuli
–Attractive models
–Music https://www.youtube.com/watch?v=nTAYmMKSIaw
–Humor https://www.youtube.com/watch?v=U91Zp9wWS30
•Surprising marketing stimuli
–Novelty
–Unexpectedness https://www.youtube.com/watch?v=gNcdu3w9m1g
–Puzzles
Attention
•Enhancing consumer attention via marketing stimuli
•Easy to process marketing stimuli
–Prominent
–Concrete
–Contrasting
•Limit amount of competing information
•KISS (Keep it simple…)
Attention
How to capture attention:
Attention
How to capture attention:
Attention
Groupwork
•Get together in teams and answer the following questions. Be ready to present this to the class.
1.The role of music & mood in marketing:
Find a commercial which uses a well known song and discuss the mood that it sets. Would another song have worked equally well?
2.Is surprise always a good thing in marketing?
Find an advertisement which uses surprise and discuss its merits and problems.
Perception
“…occurs when stimuli are registered by one of our five senses: vision, hearing, taste, smell, & touch”.
“…the process by which physical sensations…are selected, organised, and interpreted. The eventual interpretation of the stimulus allows it to be assigned meaning.
Perception
•Making sense of the environment around us
Perception
Vision
•Size & shape
•Lettering
•Color dimensions, physiological responses, liking
–Color can provoke emotions (or at least is associated with them…)
–Reactions to color are biological and cultural
–What colors are associated with a particular company?
Perception
Vision
•Color Dimensions
•Warm colors:
–elated mood states and arousal
•Cool colors:
–reduce arousal, peacefulness
Perception
Auditory
•Music can increase arousal
–Can influence purchase intention
•Sonic identity
–(e.g., Sound logo https://www.youtube.com/watch?v=bPB-2RwqH0U)
•Sound symbolism
–(e.g., inferences from sound https://www.youtube.com/watch?v=cn_q3jwzcHk)
Perception
Taste
•Varying perceptions of what “tastes good”
•Cultural backgrounds
•In-store marketing
Perception
Smell
•Smell & physiological response/moods
–Odors create moods and promote memories
•Product trial
•Liking Buying
Perception
Haptic (Touch)
•Haptic sense is most basic of senses. Learned before vision and smell.
•Affects product experience
•Touching can lead to attachment
Perception
Applied aspects of sensory perception
•Marketers try to consider the “right” combinations of stimuli
•Visual & auditory in an online context
–Lyrics of songs
–Still images have a smaller effect (Adelaaret al., 2003)
•Olfactory & auditory in an actual store context
–Match between the arousal caused by scent and music
–E.g., low arousal scent (lavender) & slow tempo music
Perception
Applied aspects of sensory perception
•Example
–Touch
–Smell
–Vision
–Sound
Perception
Applied aspects of sensory perception
•Example
–Touch
–Smell
–Vision
–Sound
Sensory Thresholds
• Absolute thresholds
– The minimum amount of stimulation that can be detected
on a given sensory channel
• Differential thresholds
– The amount of stimulation needed to be detected as a
change/difference between two stimuli
Perceiving Marketing Stimuli
•Perceptual organization
–Single units are organized into a whole
•Figure & ground
–Stimuli are interpreted relative to a background
Perceiving Marketing Stimuli
•Perceptual organization
–Single units are organized into a whole
•Figure & ground
–Stimuli are interpreted relative to a background
•Closure
–Perceptions are automatically completed
Perceiving Marketing Stimuli
•Perceptual organization
–Single units are organized into a whole
•Figure & ground
–Stimuli are interpreted relative to a background
•Closure
–Perceptions are automatically completed
•Grouping
–Stimuli are grouped if they belong to each other 
Perceiving Marketing Stimuli
Perceiving Marketing Stimuli
•Perceptual organization
–Single units are organized into a whole
•Figure & ground
–Stimuli are interpreted relative to a background
•Closure
–Perceptions are automatically completed
•Grouping
–Stimuli are grouped if they belong to each other
•Bias for the whole
–Consumers place more values in “wholes” than the sum of its parts (e.g., a $20 bill > $10 + $10)
Comprehension
•Objective (what was said)
•Subjective (what was understood)
•Miscomprehension
•Improving objective comprehension
–Expertise & ability
Comprehension
•Brand names/symbols inferences
−Misleading names/labels
−Inappropriate/similar names
•Product features/packaging
−Product attributes
−Country of origin
−Package design
−Color
Attention
Seminar Exercises (Groupwork):
•Task 1: Visit the Victoria’s Secret website at and answer the following questions:
–How does the company use its home page to provide potential consumers with opportunities for additional exposure to the company and its products?
–What techniques does the company use to attract and hold consumers’ attention at the website?
–Which perceptual factors engage the consumer to process the information at Victoria’s Secret website?
Attention
Seminar Exercises (Groupwork):
•Task 2: outline the design for an appropriate store exterior/interior for a product/service/experience/idea of your choice. Then think of ways you could adapt your store into a virtual environment.
•To help you prepare for the seminar discussion:
–Watch the two videos on QMPLUS
–Read the article “Store atmosphere in web retailing” posted on QMplus.
See you next week!

Are they identical or same as order request and sample? Are the dimensions accurate?

/in /by

CHAPTER 1: THE COMPANY

1.1. The concept

History

“There is no end to nostalgia”

The idea of business is inspired by retro visuals. Twenty years ago, Business Week determined a term so called “nostalgia boom” that create a throughout feeling towards customer society. Thus marketers, they further noted through responds with an emerging range of retro movies, retro fashions, retro autos, retro advertising campaigns and retro beverages (Stephen Brown, 2018).

As a result, many recognized that practising a “retro vibe” was passing fantasy that runs through a form of societal stock-taking in the days of yore the new millennium took off (Stephen Brown, 2018). Further up, another twenty years after such predictions, the established term by Business Week so called ‘nostalgia bonanza’ is remaining strong and showcases small amount or no harbinger of taper off. Which is how the business idea of CEMDE comes into surface, the company’s product offering was conceived from the various photographs collected over the years.

Figure 1. Example of retro photographs. Source: CEMDE.

In fact, market trends are running on cycle and retro is appeared to be attractive to market players which how CEMDE reckon a ‘perfect-timing’ opportunity to be part of this market trends due to its premature realization of this ‘retro’ product trends. The main resource of the product is from a digital collection of retro photographs from the creative directors which bring inspirational images of modernity with a touch of past times.

Additionally, nostalgia being determined as a proactive dimension as well. The proof is currently displayed in the market as: Polaroid instant camera and Volkswagen’s New Beetle fifties-style fridge which have emboldened other entrepreneurs to conduct such business. The leading management gurus suggest companies to deliver old brands back rather than creating new ones (Johnson, 2018), supported by the ever-up-to-date Economists (2014, p.76) who now accepts that in these present times, “the best way forwarding is backwards”.

The business environment

The business is planned to operate within The Netherlands with no physical store available and relying on an online platform to operate the business. The term of this business practice: E-commerce. The level of confidence in this digital age to run a business without a physical store is utterly soaring. The omnipresence of digital connectedness and interactions open doors to a legion of business opportunities for European companies and the survey results stated 89.3% of companies are comprehensively cognizant of the contemporary prospects brought about by the digital revolution (Monitor, 2018).

In technology adoption aspect, it divulges that all start-ups and companies under development have the largest share of adoption with over 78% and firms developed in the national market showcase the lowest share at 47% (Monitor, 2018). According to the research, most start-ups (similar to CEMDE) are digital technology oriented. In European and global markets, an adoption rate is comparatively high, approaching number of 60% and 68%. Through these technological aspects, CEMDE derive into conclusion to establish an e-commerce start-up business in The Netherlands to potentially meet all the targeted market demands and market situation in the country itself.

The use of ’on demand’ production:

The source of the product:

1.2. The Vision Statement

“To experience the touch of pleasant remembrances in modern era living spaces.”

The value behind it: our target market (millennials) can use the product beyond its original function and explore more psychological aspects behind every image. The researcher stated that: nostalgia visualised as “pleasurable therapy” (Lowenthal, 2015, p.47) and as a fast-growing and fashionable area that abundant overture opportunities for ambitious academics (Veresiu et al., 2018).

1.3. Mission Statement

The company is on a mission to provide created nostalgic home decorations, art and designs to compose a livable and aesthetic piece of art or decorations for people with a high sense of aesthetic and minimalist lifestyle.

The mission statement in brief:

•    To bring incipient atmosphere to the world of interior design and provide an ocular perceiver-catching and unique product from vigorous erudition and perpetuating the study of both current and traditional decorating styles and design trends.

•    To ensure quality and valuable product that has a psychological impact.

•    To establish CSR (Corporate Social Responsibility) to contribute to the social cause issue.

1.4. The Products

The product sales forecast

Sales Assumptions Research to Support
Sales Assumptions		 Critical Risk/ Weakness of this Assumption
– – –
– – –
– – –

 

1.5. Legal Status and Ownership

The company incorporated as a Limited Liability Partnership (Dutch term: BV) and the management is on the verge of including it. The company will hire the services of a solicitor who will ensure that the various legal requirements complied accordingly. The company owned by Chyntya Dewi who saddled with the responsibility of managing the affairs of the company. Together with the office administrator, the outsources (AA accountant and digital marketing agency), the organization is expected to perform forward thinking for organizational efficiency.

Due to the existing legal obligation to compose articles of association in establishing a BV and create a record, the company is obliged to rely on the service of notary for BV formation. The assets of the BV divided into shares; the manager receives these shares upon incorporation in the capacity of BV founder (s). The manager, as a shareholder, able to participate in the company and claim dividends. With this legal form, the owner’s private assets strictly separated from the business assets of BV.

However, the owner is 100% responsible for any business debts incurred since the legislator is not distinguishing company assets and private assets. As a result, the business owner trades their own risk and expenses within this legal form. The essential aspects of forming BV includes; registration at the Chamber of Commerce (KvK), accounting record, and notary.

1.6. Basic Corporate Information

  • The trading title: CEMDE BV.
  • Country: The Netherlands.
  • City of operation: Amsterdam, North-Holland.

The company will conduct the business under the terms and conditions of a Limited Liability Partnership (LLP). A Limited Liability Partnership (LLP) is a structured business model similar to a partnership; however, in this case, the partners have limited liability as the name itself suggests (Das and Das, 2018). In this business category, the maximal accountability of every partner is enclosed by his share capital in the partnership. Furthermore, this partnership variant selected because it is a popular option for start-ups.

1.7. Company Structures and Human Resources

Figure 1-6. Company Structures and Human Resources.

The company would function as a dynamic with open communication procedures. The team are expected to have creative minded and excellent social skills to ensure the functionality of the company remain productive and actively engaging. The manager would work as the HR person who recruits any potential addition to the team. Hierarchy structures is not part of CEMDE’s company structure; as a small company, CEMDE intends to reach young and independent individual to be part of the team. The reason of this chosen company structure is to allow current generation to participate in the creative industry and provide more innovative and fresh ideas to the company for long-term growth.

The HR plan and details on job descriptions of each role provided in section 5.2 (Operations and Product Development Plan).

CHAPTER 2: INDUSTRY ANALYSIS

2.1. Industry Definition

CEMDE generally belongs to the creative industry, which is a subset of the arts industry. Creative industries definition hotly contested within the early 2000s with debates on the construction of a working definition as well as a sector with which it incorporated. The assumption that creative industries were evolving spaces dealing with multifaceted interactions between cultures, technology, knowledge as well as economics caused a heated discussion (Della Lucia and Segre, 2017). According to the United Nations Conference on Trade and Development (2008), creative industries are “cycles of creation, production, and distribution of goods and services that utilise creativity and intellectual capital as primary inputs; constitute a set of knowledge-based activities, focused, although not limited to arts, potentially generating revenues from trade and intellectual property rights; comprise tangible products and intangible intellectual and artistic services with creative content, economic value and market objectives”. Creative economy includes such sectors as books, arts, films, crafts, paintings, songs, festivals, digital animations, songs as well as designs, among others. The creative economy is essential since it generates income through intellectual property rights. It creates new jobs in places of higher occupational skills, as well as trade, such as exportation, for both middle and small-sized ventures.

The level of originality attained in a work of art is of great paramount in the industry and this is more of the reason most artists keep to the expression of their brilliance and creativity rather than relying on recreation and duplication which may even be considered an intellectual theft if done without a written prior permission of the original creator of the art. The creative industry usually engages in the production of decorative arts objects utilised in the enhancement of everyday life as well as home interiors. These artistic objects include fabrics for upholstery and clothing, furniture, and clothing items among others. The level of originality attained in a work of art is of great paramount in the industry and this is the reason why most artists keep to the expression of their brilliance and creativity rather than relying on recreation and duplication, which may even be considered an intellectual theft if done without a written prior permission of the original creator of the art.

New York City, for instance, is the cultural capital of the United States and probably the whole world. In this city, arts play an important role leading to economic development through expenditures as well as receipt of a host of activities, such as museums, Broadway, non-profit theatres, concerts, dance and opera, galleries, auction houses, television productions as well as motion pictures among others. New York’s venture into creative industries has made the city a significant tourist attraction leading to the attraction of various investments as well as entrepreneurs promoting its growth. Countries have made it a priority in the promotion of creative industries to ensure that they not only pass their culture to other people around the world, but also earn revenues from such sectors. Most developed countries earn billions of moneys every year from creative industries making these industries among the backbones of a country’s GDP (Americans for Arts, 2019)

2.2. Industry Growth and Size

The decorative print market is growing as consumers look to enhance the aesthetics of their homes and businesses. Ornamental printing volume is virtually 13.1 billion square metres in 2018, with a value of more than $18.9 billion.  Smithers (2018), forecasts the market to grow 5% annually from 2018 to 2023. The percentage covers a range of incipient and traditional processes and materials.

The Netherlands:

According to journal published by Dutch Ministry of Education, Culture and Science: Culture at a First Glance (2016), innovation and creativity and innovation are the fundamental elements for the knowledge advancement in the society. The creative industries are magnificently placed to connect these elements to innovation and technology as well as designing new application in some areas as an instance: infrastructure, healthcare, etc.

In addition to that, creative industries are considered as a contributor to Dutch cultural enrichment and economic growth simultaneously with resolving social issues. To accomplish the power of creative enterprise to Dutch advantage, the industry demand to obtain knowledge institution, education sector and authorities to corporate with the creative industry. Thus, as part of its business policy, Dutch government has determined creative industries as one of The Netherlands’ vital economic sectors.

2.3. Industry Characteristics

 

Industry segmentation:

Figure 0‑1.1. Market Segmentation. Source: AMR Analysis (2015).

The world home décor market (AMR, 2015) is segmented as:

Furniture:

  • Kitchen
  • Livingroom and Bedroom
  • Outdoor
  • Lighting
  • Bathroom

Textiles:

  • Bath textiles
  • Bed textiles
  • Kitchen and dining textiles
  • Living room textiles

Floor coverings:

  • Wood and laminate
  • Vinyl and rubber
  • Carpet and rugs
  • Tiles
  • Others (bamboo, concrete, etc.)

The furniture segment encompasses furniture according to its utilisation in different living spaces. The ‘frame’ furniture that utilised in the living room is the one that is cognate to CEMDE products.

The market player(s) in the Netherlands:

Furniture utilised as domestic purposes and commercial purposes, the materials and design are the fundamental factors for the industry as it directly influences the customer’s decision to make a purchase (AMR, 2015). The furniture businesses in the Netherlands are highly competitive in terms of prices and market offers. One brand offers an extreme variety in their product categories which sanctions the customers to obtain abundant resources for their complete home embellishment and renovation. These are visibly some of the most-kenned furniture stores in the Netherlands that withal offers the comparable products as CEMDE:

  • IKEA

This Swedish brand has achieved this prosperity by providing a unique value proposition to consumers which is leading-edge Scandinavian design at bargain prices. Because IKEA inherited unique design from Sweden and lower bargain price advantage, they create compact product which are come in boxed and requires whole assembly at home. Thus, the product reduces shelf space, more facile to convey, and seldom to distribution

Area of specialisation: assembled furniture

  • Rivièra Maison

A Dutch home décor brand, Rivièra Maison, is dedicated to bringing classic interior designs to their devoted base of customers both in-store and online. Their exclusive amassments are meticulously designed with a fixate on detail, providing customers with unique and stylish products to embellish a comfortable home.

Area of specialisation: classic furniture and home décor, flowers and gifts.

  • Wehkamp

Company information: Wehkamp was a frontrunner in the digital revolution. They went as one of the first online in the Netherlands. This recognition gave them a head start in gaining market share in the Netherlands. With the result that they switch to be a consummate e-commerce business in 2010. The enormous prosperity of Wehkamp optically discerned back in the fact that 48% of Dutch families are conventional customers.

Area of specialisation: lifestyle marketplace.

  • VTwonen

VTwonen is a multidisciplinary company that invested in three different industries. These industries are tv making, magazines and home decoration. VTwonen utilises the similarly called tv program and magazine to promote the habitation embellishment they have available on their e-commerce website. By doing circle promotion, they can sustain a constant a wholesome amount of name apperception what avails them to stay a prominent player on the market.

2.4. Industry Trends

The increasing rate of urbanisation:

A key driver for décor print is the magnification of real estate business (Smithers, 2018) which is driving demand for supersession and incipient fixtures, fittings, wallpaper, and furniture. More homes result in more people making culls and redecorating. Incrementing urban population is one of the vigorous impacting factors affecting the domicile décor market.

Due to growing urban populations, the living spaces remodelled into more diminutive and more sumptuous. Although more buildings constructed, the community will have to take into consideration how interior design executed perpetually. Smithers (2018) added that homeowners would find ways to optimise their property through astute divisions and space-preserving furniture, leading to boosting demand for decorative printing.

Fashion trend:

The cull of materials to embellish living spaces is chiefly a matter of personal taste. The industry inspirits continuous updates to counteract tear and wear or per household trends and the transmuting design (Smithers, 2018). The ever-incrementing exposure to luxury workspaces and luxury homes showcased via TV make-over programmes or celebrity photoshoots demonstrate the latest trends in the home décor industry itself.

The Dutch TV program, VTWonen, demonstrate the puissance of home décor through room make-overs, DIY, home inspiration, and latest trends presented by the experienced stylists from the industry.

Figure 2-2 Source: Vtwonen.nl (2016).

Marketing trend:

Buzz marketing in this type of product is emerging on the convivial media platforms as many ‘influencers’ have starting to promote home décor and living space inspiration.

Figure 2-3. Source Instagram post: (Isaya, E. and Bruna, 2019)

CHAPTER 3: MARKET ANALYSIS

MARKET/BUSINESS ENVIRONMENT RESEARCH

Porter’s Five Forces Analysis

3..1. Market Segmentation and Target Market Selection

The goal is to create high-quality prints for the target groups, which is mainly young teenager to adults ranging from 20-35 years old. The reason of specific chosen target market and age range: Millennial Generation is the biggest e-commerce consumers in the world.

According to E-commerce Foundation (2018), millennials generation in The Netherlands have online activities that fully integrated into their lives with the percentage of 53% internet usage from their smartphone to the online shop and 90% of general internet usage of the smartphone by 2017. Additionally, according to the report, Dutch consumer preferences for purchasing a product has ‘furniture and homeware’ as one of the most purchased online products. Additionally, the buying behaviour continually changing, supported by an incremental aspect of offers from international companies and the progress of technology. Further up, the online sales are now booming with additional turnover up to 19% in 2016 (Santander, 2019).

  • Market segmentation:
  • Demographic:

– Gender: Male and Female

– Age: 20-35 years old (Millennials)

– Social status: employed, self-employed professionals, college students, creative industry worker (artists, designers, stylists, photographers, etc.) and blogger.

  • Geographic: The Netherlands.
  • Behavioural patterns: regular online shopper, aware of environmental issues, skilful in decorating private space with aesthetic designs.

CEMDE potential costumers concentrated in the millennial segment of the market. They are more innovative and tend to move with the updates of the technological world. With the right marketing strategy, the company suspects to experience a tremendous growth since the efforts concentrated on attracting this particular segment.

Further up, CEMDE intends to integrate the use of its E-commerce platform through expansion to reach the global market with the same demographic and behavioural patterns, as previously mentioned (in The Netherlands). However, in-depth knowledge of new geographic market research lacked — this research done through monitoring the industry performance in that area through market research.

3.2. Buyer Behaviour

Theoretically, there are factors influencing the consumer buying behaviour:

THE EXTERNAL:

  • Cultural factors: In 2016, 73% of the Dutch population aged 12 or older had ever made online purchases (CBS, 2017). Further up, the most purchased products through the internet by Dutch consumer are clothing, followed by travel and accommodation, tickets to event, books, magazines, newspaper and household goods and appliances (where CEMDE is becoming part of).
  • Social factors: the life satisfaction level of Dutch population is fairly high, with the percentage amount standing around 90% for those people aged 18 years or older which conclude Dutch are customarily happy people (CBS, 2017).

THE INTERNAL:

  • Personal factors: Santander (2019), stated that Dutch consumer is decidedly sensitive to prices and special offers. Additionally, Dutch consumer praise quality as the uttermost crucial factor which drives them to purchase higher price for a product with more top quality. With a GDP per capita of USD 51000 per annum (23rd in the world), according to Santander (2019), the Dutch consumer is relatively well-off yet does not spend effortlessly. Traditionally, Dutch consumer tends to resist change and prefer to purchase natural products.
  • Psychological factors: Dutch consumer is sensitive to advertising and such advertising will reflect on sales efficiency (Santander, 2019). The current trend in the Dutch market is evolving towards sustainable, healthy and practical products. Furthermore, many advertisings have recently done in the vicinity of the environment, which affected Dutch consumers into buying eco-friendly products.

To understand the purchasing pattern of the customer segment, it is equally important to understand buyer behaviour. The company mostly targets the millennial has the habit of acquiring aesthetics and arts of various kinds and are often minimalistic. The acquisition of the photo prints provided by the company will not only be a hot cake in this market segment but also inspire many more people to hone their creativity

3.3. Competitor Analysis

The company’s direct competitors are the companies that are actively involved in the provision of Scandinavian home decorations, art and designs and aesthetics pieces of ornaments. The major competitors for the company are:

  • DESENIO (https://desenio.co.uk)

DESENIO offer a wide range of stylish posters and prints showcasing the latest interior design trends and always with great prices and high quality. With their wide assortment of primarily Scandinavian art designs, they affect good wall art that suits every home.

  • Projeckt Henri (https://projekthenri.com): a newly established online prints for contemporary interiors founded by a German photographer.
  • Paper Collective (https://www.papercollective.com): Denmark-based iconic design posters online seller.

3.4. Estimation of Annual Sales and Market Share

The company seeks to drive sales through various digital platforms, including Etsy, as well as social media, for instance, the company’s web platform. With the integration of the digital sales of the company’s products, the company is set to rapidly capture more markets outside the shores of Europe. Venturing outside its country of origin will not only enhance its customer base or market but also ensure that all its branded products reach out to all art lovers around the world. During inception, most companies tend to shun away from global markets. However, CEMDE will ensure that it increases its market base through international ventures.

The company will conduct several studies in different parts of the world to ensure that it understands both cultures as well as the beliefs of people in various parts of the world. In this way, CEMDE will be able to provide it utilise market segmentation to its advantage by producing products suited for each market. Demand-driven and customer-oriented business strategies will, therefore, be adopted to ensure that products availed at each market are accepted by all target customers increasing the market share (Naghi Ganji et al., 2018).

CHAPTER 4: MARKETING PLAN

The target audience

CEMDE’ target audience for marketing performances ranging from 20-35 years old regardless of gender. Statistics have shown the average annual income in the Netherlands for those target audience, starting from 20-24 years old: €14.440 and 25-29 years old: €27.260 and 30-34 years old: €34.740 (Statista, 2017).

According to CBS (2017), in 2015, over 31% of average household spending for that particular age was spent on housing cost. This percentage reflects the urbanisation population as a part of a market trend where more people demand to own or rent living space that increments the authorisations of buying home décor product.

The most popular marketplace that is used by the Dutch population is Bol.com, followed by Coolblue, Wehkamp, Zalando, etc. (Ecommerce Foundation, 2018).

This figure shows the type of online purchase by the individual based on age in 2016. 5% of the Dutch population between 12-25 have made households goods and appliances purchases, increasingly, 10% of the Dutch population between the age of 25-45 have created an online shopping of the same product category.

Figure 4-3. Netherlands population in 2018. Source: (Statista, 2019)

As the figure illustrated, CEMDE’s target group stand on the second largest population group in The Netherlands, reaching the number of 4.253.083. According to CBS (2018), the current social trends in Dutch population are feminisation in primary education and ageing population. Overall, the research showcased a slight fluctuation in the education sector in The Netherlands, such as lower hourly wages, high absenteeism, etc.

However, CEMDE might require revisions on its current mission to respond to the demographic changes in the present times although the trends have no direct impact on the industry where CEMDE operates. Is there another demand increases from the ageing population? In which way, the company need to respond? Will, the ageing population, results in demand for tangible presence for the business? Will the ageing population require the industry to expand the product line?

The ageing population in The Netherlands are somewhat involved in technological trends occurring in this era. Social media are rising among seniors in The Netherlands in recent years (CBS, 2019). Direct messaging such as WhatsApp as an instance, 8 in 10 Dutch people aged 12 and over currently the user of this platform followed by continuous growth among older adults with above 75s from 15 – 32% in a span two years. Further up, the use of social networks among elderly increased piercingly especially in 2018, the share of 65 – 74-year olds increase to 34% compared to 2012 which reached only the amount of 12% in this particular trend. Moreover, 8 in 10 Dutch consumers shop online as stated by CBS (2019), in 2018 around 11.5 million Dutch people, 78% of the population aged 12 and over had purchased services and goods online. Statistically, the percentage had increased from 64% in 2012 up to 78% in 2018. Among the group of age 65 and over, the share of online purchase has increased from 25% in 2012 to 45% in 2018.

In addition to that, 94% of people among 25 – 44-year olds stated that they had purchased something online in 2018 followed by aged 45 – 64 years with 83% of online purchases (CBS, 2019).

Thus, the conclusion to this situational analysis is the demographic trends in The Netherlands generate small-scale impacts to CEMDE business strategic. Small changes are required in the future to tightly connected to Dutch consumers through a broader range of services and bonuses.

Marketing message:

CEMDE’s chief marketing message generated through social media channels which demonstrates how the product perfectly placed in many living spaces while illustrating sentimental value. The campaigns contain short words that are concise and inspiring, leading the customer to discover the unaware needs. CEMDE will expose the contributors of artworks to present the customer with a factual message on how the product created. Additionally, the promotional campaign will be engendered afterwards, which sanction customers to purchase with discount and bonuses where the promoters will be the social media influencers. Most influencers have their niche, and CEMDE expects to drive traffic to all platforms and eventually generate sales from this brand promoter

4.1. SWOT Analysis

Figure 4-2. The SWOT Analysis.

Strengths: As an art-focused company, the first strength of the company lies in the ability of the company to churn out original products and not based on copy or re-sell of another photographer or artists’ work. CEMDE’s strength lies in the ability to offer the customer the designs at competitive rates, as well as making it easier to acquire through digital channels. The company also has consistent talent searching for young and independent photographers and artists in The Netherlands.

CEMDE’s USP:

The critical point that differentiates CEMDE from similar competitors is the product. Composed by talented and developing young talents with only one specific theme which is retro/vintage artworks for simple, yet elegance finished product. CEMDE aims to provide an old-fashioned and old-times experience in the form of wall art that is universally applicable for all types of interior design, whether it is classic or urban. The competitors have similar business practices as to how CEMDE intends to be, but the theme of the product is considerably different in terms of artwork types and styles.

Weakness: the company has to outsource some work of designs and photography. This issue might be due to the magnitude of the orders the company has received or some other factors. Consistency in collaborating with the best artists and photographers might shift into problems as they might not put this to priority. Additionally, the partnership with a printing company in Amsterdam might cause confusions, miscommunication and less power on production control.

Opportunity: The growth of the art industry is on the rise. Many new companies are scanning for artworks to create designs that will further enhance the looks of their homes, offices, etc. CEMDE intend to capitalise on this knowledge and convert the preferred choice of the target market. The company also uses a web platform for its service delivery to acquire customers outside its base possibly.

Threat: A new competitor offering low-cost products, as well as the creative individuals drawing, snapping pictures and printing, among others, serve as the primary threat in the industry. Another danger CEMDE faces in the industry is the possibility of business imitation by other companies. The rise of a company with a similar strategy to CEMDE, whether intentionally copied or not would serve as a threat against the business.

4.2 MARKETING PLAN

4.2.1. Target market/competitive analysis

4.2.2. The product

Available dimensions:

  • 21×30 cm (A3)
  • 30×40 cm (A4)
  • 40×50 cm (A2)
  • 50×70 cm (A1)

Key features:

The company will make use of very original pictures which uniquely sourced. This picture will afford the company the opportunity of patenting each work and protecting it from the prying eyes of competitors and ensuing copyright infringements. The customers have assured the uniqueness of the company’s art that they hold.

The product theme is inspirational retro photographs. CEMDE presume technological era generate massive changes to recent generation, CEMDE intends to provide the therapeutic product to inspire present life eagerly to the target market.

CEMDE resources are not from history, resources made in modern life and acquiesce the technological advancement re-touch the image to display retro and vintage atmosphere (during the image editing).

The materials:

Customer’s advantage:

The benefits that costumers will achieve through CEMDE’s prints are authenticity and well-crafted product. Customer satisfaction is guaranteed, together with exceptional services and promotional offers.

Workmanship:

The picture on the left side is one of the examples of CEMDE resource in digital form.

 

The product sample will be displayed on right side.

Example:

Figure‑1-4. Example of photograph and product.

Additionally, the main principle of CEMDE products is social responsibility and solid creative partnership with the selected artists and photography students in The Netherlands. To ensure the collaboration with young creatives, CEMDE promotes social responsibility on each product. CSR delivered to CEMDE fundraising plan to support medical access and supply for Indonesian’s tobacco farm who employs children underage. Main reason of medical supports is the fact that those children have to interact with dangerous and toxic ingredients actively. According to Human Rights Watch (2016), the children working on tobacco farms in Indonesia exposed to poisonous pesticides, extreme heat and nicotine. CEMDE fundraising plan is mainly concerned about the health and children’s morals of the problem causes.

PRODUCT SERVICES:

Customer service policies:

– If the customer receives a defected or different product, the revered individual granted with gratuitous product changes upon their cull.

– If the product distribution is delayed and not as promised by the logistic partner, the customer will receive €5 credit on their membership account for the next purchase.

– Secure payment and privacy details bulwark on CEMDE’s website.

Return policy

30 Days Money Back Guarantee.

Unsatisfied customers are eligible to receive 100% refund during the first 30 days after receiving the product. After 30 days, the policy is no longer valid.

Office space:

In consideration to CEMDE operational activities from daily to longer-term, office space is required to fortify the company’s productivity. The chosen office space will be in the Centre of Amsterdam, located in the building with many creative businesses. The office space is as small as 20m2, and the interior design budget deducted from the manager’s investment.

Advantages/disadvantages of the chosen available area:

The office space situated in a unique location with various high-quality facilities. Besides, the office building has a superfast fibre-optic connection and indispensable in today’s business operations.

 

Product risks within the industry:

CEMDE selects Nationale Nederlanden as an insurance provider to protect the essential elements as a start-up. The chosen insurance package has these following services:

  • Inventory-, goods-, and tenant interest insurance
  • Business damage insurance
  • Legal assistance insurance companies
  • Liability insurance companies

4.2.3. Pricing Strategy

The company will adopt the product/market pricing strategy. This concerned with costumer’s benefit in purchasing the product offers and related services across available suppliers. The main focus is obtaining the right position for the price in discovering connection to competitor’s prices at involving market, product and segment. This pricing strategy issues reflection on marketer’s view on how the customers compare prices and particular product in contrast to competitive offerings (Roegner et al., 2005).

The company’s product/market pricing is first to draw the attention of the target market to the product offering of the company. Even though the company seeks to make a profit, the company will ensure that the pricing of the designs is not over and above what the customer segment can afford. The pricing of each product determined by the artwork’s quality and the amount of creativity expended. Among other factors to approach a clearer understanding of what elements of the product that customer perceives as valuable

The price’s amounts are calculated by adding the variable cost, shipping cost, production and VAT.

The variable cost:

– COGS:

These prices are the price from the cooperating printing company that assist the production activity from CEMDE’s digital source. From these prices, CEMDE would accumulate a sustainable base price with market-oriented pricing in consideration to similar products (competition) in the market.

  • 21×30 cm: €2,50
  • 30×40 cm: €3,95
  • 40×50 cm: €5,95
  • 50×70 cm: €7,95

– Shipping: €5.00

– Production: €2.00

– VAT: 21%

 

Total variable cost per-product:

Print size: 21 x 30cm

Shipping

Production cost

VAT

Total:

 2,50

5.00

2.00

21%

= 11,50
Print size: 30 x 40cm

Shipping

Production cost

VAT

Total:

 3,95

5.00

2.00

21%

= 13,25
Print size: 40 x 50cm

Shipping

Production cost

VAT

Total:

 5,95

5.00

2.00

21%

= 15,60
Print size: 50 x 70cm

Shipping

Production cost

VAT

Total:

 7,95

5.00

2.00

21%

= 18,00

 

After all the total variable cost are computed, adding a profit margin is the final step to generate profit into the price.

CEMDE intends to earn 10% profit margin from the products over the variable costs.  This percentage is considered to ensure that overall CEMDE prices are acceptable in the market in comparison to our competitors.

Target price = (variable cost per product) / (desired profit margin: 40%)

The profit margin expressed as decimal equals to = 0.40, so the variable cost is divided by = 0.60.

Overall prices of CEMDE products: (rounded up)

Print size: 21×30 cm 11,50 / 0.60 = 19,15
Print size: 30 x 40 cm 13,25 / 0.60 = 22,00
Print size: 40 x 50 cm 15,60 / 0.60 = 25,00
Print size: 50 x 70 cm 18,00 / 0.60 = 30,00

 

An overview of competitors prices with similar products

DESENIO

These prices are:

– include frame

– exclude shipping cost

·         21 x 30cm: 20,71

·         30 x 40cm: 31,13

·         40 x 50cm: 47,34

·         50 x 70cm: 57,30

(prices are in euro: €)
PAPERCOLLECTIVE

These prices are:

– include frame

– exclude shipping cost

 ·         21 x 30cm (custom order)

·         30 x 40cm: 58.00

·         40 x 50cm (custom order)

·         50 x 70cm: 94.00

(prices are in euro: €)
PROJECTHENRY

These prices are:

– exclude frame

– exclude shipping cost

 ·         21 x 30cm (not available)

·         30 x 40cm: 56,00

·         40 x 50cm: 63,30

·         50 x 70cm: 91,45

(prices are in euro: €)

4.2.4. Sales and Distribution Plan

The distribution:

In designing distribution channel, CEMDE concerned about these following options:

  • Customer desire and whether the channel convenient for the products.
  • The channel preference from target market based on market trends.
  • Channel location.
  • Delivery time
  • Extensive customer service.

The channel operations should balance customer needs, cost of channel maintenance and customer price sensitivity (Armstrong, Kotler 2005).

As a start-up company, CEMDE considered the optimum usage of the web shop would be the most beneficial in terms of cost savings. The distribution handled by the company itself, which save some amount of distribution cost, and no external warehousing activity is required. Additionally, CEMDE has arranged to establish a logistic partner with DHL and estimating the product will arrive to the customers within 3-5 working days to ensure the efficiency of our distribution process.

Payment methods:

These following payment methods are targeted to be available in CEMDE web shop:

– iDEAL(obligatory)

– PayPal

– Credit card

The sales:

The company’s products will be offered mainly through the company’s website with additional availability in some e-commerce marketplace that is available in The Netherlands, namely: Groupon, Etsy. High marketing investment is strongly advised to attract customers as an online-based company. The combination of these platforms will afford the company the opportunity of acquiring more customers outside the company’s concrete base. Additional return option for every purchased product is available as part of CEMDE customer services upon the return policy, and the customer is allowed to choose between refund or product exchange

4.2.5. Sales Process and Promotion Mix

Promotions and Advertising Plan

Promotion: The management will ensure that all the customers, to a reasonable degree, are satisfied with the prints. This type of first-hand market research will prove invaluable in attracting more customers and retaining existing ones. Social Media includes all internet and mobile-based publishing technologies, including websites, email, etc.

The social media platforms which CEMDE will utilise include but are not limited to:

  • Influencer marketing
  • Facebook, Instagram, Pinterest.

The strategy is to grow the business by nurturing clients, differentiating the company’s prints from our competitors, mainly through service and solid business ethics. All criteria from customer satisfaction, service provision, and price competitiveness are to be looked at thoroughly in the initial stages as areas for improvement.

 

Advertising/Marketing Techniques

Activity Appropriate Maybe Not Appropriate Top Priority?
Advertising (print, broadcast, Internet) ✔︎
Alliances ✔︎
Annual reports & reviews ✔︎
Associations ✔︎
Book and publication writing ✔︎
Brochures & collateral materials ✔︎
Customer advisory boards ✔︎
“Customer experience” enhancements ✔︎
Customer surveys ✔︎
Direct mail ✔︎
Directories ✔︎
Event sponsorships & trade shows ✔︎
Internet-based marketing ✔︎
Newsletters ✔︎
Promotional giveaways ✔︎
Press relations campaign ✔︎
Pricing strategies ✔︎
Referral sources campaign ✔︎
Seminars & public speaking ✔︎
Signage (vehicle, office, roadside) ✔︎
Trade shows ✔︎
Yellow Pages TM ✔︎
Website – unique domain/development ✔︎

Table 4-1. Marketing Techniques

 

“Marketing Mix” of Tools and Techniques

Top Priority Marketing Techniques
(from above list)		 Steps needed to implement Estimated Costs

(€)

 Timing / Deadlines Person Responsible
1. Internet-based marketing ·         Create an internet marketing plan

·         Create on and off-page SEO and bolster SEM campaign with PPC (Pay-per-click) ad campaigns.

·         Use social media to reach more and specific audience.

·         Use email marketing to send promotional offer

·         Analyse and monitor the web data

 – SEO: 500/month

– PPC: 5% monthly ad spend

– Email marketing: 350/month

– Social media marketing: 250/month

 1-3 months Digital Marketing Agency
2. Website – unique domain/development Design website that matches the brand identity, attractive content and engaging message. 1-3 months Digital Marketing Agency

Table 4-2. “Marketing Mix” of Tools and Techniques.

CHAPTER 5: OPERATIONS AND PRODUCT DEVELOPMENT PLAN
5.1. Operation Plan

The workflow of on-demand product creation:

  1. Selecting the digital artwork based on the order.
  2. Send the request to Printenbind.
  3. The product printed and framed by Printenbind.
  4. Packing process.
  5. Delivery by DHL.

Quality control:

To support CEMDE’ product quality control, the checklist composed after the first samples are received, the following aspect required on the checklist:

  • Colour (Is the colours consistent? Do the colours crack or fade? Do the colours match the orders?)
  • Materials (Is it identical to the sample? Is it consistent)
  • Size and dimensions (Are they identical or same as order request and sample? Are the dimensions accurate?)
  • Odours (Do the products smell chemical?)
  • Finishes
  • Packing

The operational plan itself is behaving toward short-term detailed processes of the organisation. It supports the daily nature and involves operations functionality of the organisation such as marketing, sales, inventory and budgeting. The plan is to provide continuous optimisation and improvements to achieve these areas: productivity, efficiency, turnaround time, cost reduction, quality, and customer satisfaction.

5.2. Product Development Plan

The essential requirement for production process:

  • Office space
  • Computers and other tools in the assets
  • Complete artwork resources

Production and delivery time frame:

It will take half-a-day to process CEMDE’s orders for one day (if another order comes after this, the order processed the day after); next, one or two CEMDE members will pick up the culminated product to the company and do the ‘warehouse’ in CEMDE office, lastly, the courier will come by the cessation of the day to pick up all the orders and ship it to customers. The customer will receive the product within 1-3 business days.

Production inventory:

CEMDE does not necessarily have storage space (warehouse) for stocks, materials, etcetera. The business operational mostly occurred in CEMDE’ office space, for instance; data management, project management, etcetera. The product control is done in CEMDE headquarter itself to have direct damage fixation before the product continues to the packing and shipment process.

The development project:

5.3. Human Resource Plan

 

Name Title Role Salary According to PayScale/Year
Chyntya Dewi Manager Overseeing the activities of the company Not fixed
  AA Accountant Responsible with all the financial activities and records. 6,000/year

Rate:

€100/hour

Monthly hours: 5 hours

 

Fixed salary per month: €500

 

Yearly working hours:  60 hours
  Office Administrator Provide administrative support to office personnel. 18,000/year

Rate: €25/hour

Monthly hours: 60 hours

 

Fixed salary per month: €1,500

 

Yearly working hour: 720 hours

Table 5-3. Human Resource Plan

 

Role details:

Office Administrator:

  • Carrying out critical rules, include answering phone calls, responding to mails, and preparing documents.
  • Performing bookkeeping tasks; monitor account receivable, budget tracking, and invoicing.
  • Maintain general office files; job files and other operational files.
  • Purchase office supplies, furniture and equipment.
  • Monitor the maintenance of office equipment and facilities.
  • Responsible for budgetary control and planning for all digital communications across all channels.

OUTSOURCE:

Accountant personnel:

  • Responsible for preparing financial reports, budgets, and financial statements for the organization
  • Provides management with financial analyses, development budgets, and accounting reports; analyzes financial feasibility for the most complex proposed projects; conducts market research to forecast trends and business conditions.
  • Responsible for financial forecasting and risks analysis.
  • Performs cash management, general ledger accounting, and financial reporting for one or more properties.

Marketing Digital Agency:

  • Web design and creation
  • Designs effective strategy for the marketing operations of the company.
  • Ensures the implementation of the sales, marketing and promotional plans of the company.
  • Responsible for all social media channels, performance and activity to optimise the performance against KPI (Key Performance Indicator).
  • Managing product campaigns and contents throughout all social media platform (Instagram, Facebook, Pinterest)
  • Building relationship both externally and internally, including social media influencers, brand partners and other digital content creators.
  • Collect monthly reports on performance for all digital communications across all channels.
  • SEO optimisation.
  • Monitor the ROI of social media efforts.
  • Marketing automation to develop nurturing strategy.

External Professional Resources

  • A corporate lawyer who will be hired from time to time to offer legal advice and services to the company. This will include the examination of each contract signed on behalf of the company by the CEO and other delegated staffs.

 

 

 

 

 

 

What are the implications of this case for today’s educational leaders?

/in /by

Website: mytlc.trident.edu

Ask support team for login info pls

For access to the Trident Online Library

Required Reading

Board of Education of Hendrick Hudson School District v. Rowley, 458 U.S. 176 (1982).

Retrieved from http://caselaw.lp.findlaw.com/scripts/getcase.pl?court=US&vol=458&invol=176.

Brown v. Board of Education, 347 U.S. 483 (1954). Retrieved from http://caselaw.lp.findlaw.com/scripts/getcase.pl?court=US&vol=347&invol=483.

San Antonio Independent School District v. Rodriguez, 411 U.S. 1 (1973). Retrieved from https://www.law.cornell.edu/supremecourt/text/411/1

Strauss, V. (2015). The end of public school desegregation? The Washington Post online. Retrieved

from https://www.washingtonpost.com/news/answer-sheet/wp/2015/12/14/the-end-of-public-school-desegregation/.

Helpful Web Sites for Legal Research

www.caselaw.findlaw.com (Search tool for state and federal cases and laws)

http://blogs.edweek.org/edweek/school_law/ (School law blog, primarily PK-12)

Assignment

EQUAL PROTECTION OF THE LAWS

Case Assignment

Select one of the U.S. Supreme Court cases from the background reading and write a 3- to 4-page analysis of the case that contains the following information:

1.What is the factual background of the case? (this section of the paper should be clear and brief).

2.What is the legal issue in the case?

3.What does the court decide?

4.What is the court’s reasoning/justification for their decision?

5.What are the implications of this case for today’s educational leaders? (this section of the paper should be at least one full page).

 

 

Assignment Expectations

Your work should demonstrate the following:

 

-At least 3-4 pages, not counting the title page and references.

-A clear introduction that orients a reader to the essay main content, and the main points discussed.

-A well-developed, well-balanced essay body that develops each point in its own paragraph.

-A concise conclusion that summarizes the whole essay.

-Include at least three references. Quoted material should not exceed 10% of the total paper (since the focus of these assignments is critical thinking). Use your own words and build on the ideas of others. When material is copied verbatim from external sources, it MUST be enclosed in quotes. The references should be cited within the text and also listed at the end of the assignment in the References section. Follow the APA Style® format, see www.apa.org.

-At least one in-text citation for each reference.

-General format/mechanics.

-A reference page which follows APA requirements.

-Organized in a clear and coherent manner.

-Double spaced with font size of 12.

 

Your writing should:

 

-Be clear, logical, and precise.

-Have breadth and depth.

-Show critical-thinking skills.

 

 

 

What are the implications of this case for today’s educational leaders?

/in /by

Website: mytlc.trident.edu

Ask support team for login info pls

For access to the Trident Online Library

Required Reading

Board of Education of Hendrick Hudson School District v. Rowley, 458 U.S. 176 (1982).

Retrieved from http://caselaw.lp.findlaw.com/scripts/getcase.pl?court=US&vol=458&invol=176.

Brown v. Board of Education, 347 U.S. 483 (1954). Retrieved from http://caselaw.lp.findlaw.com/scripts/getcase.pl?court=US&vol=347&invol=483.

San Antonio Independent School District v. Rodriguez, 411 U.S. 1 (1973). Retrieved from https://www.law.cornell.edu/supremecourt/text/411/1

Strauss, V. (2015). The end of public school desegregation? The Washington Post online. Retrieved

from https://www.washingtonpost.com/news/answer-sheet/wp/2015/12/14/the-end-of-public-school-desegregation/.

Helpful Web Sites for Legal Research

www.caselaw.findlaw.com (Search tool for state and federal cases and laws)

http://blogs.edweek.org/edweek/school_law/ (School law blog, primarily PK-12)

Assignment

EQUAL PROTECTION OF THE LAWS

Case Assignment

Select one of the U.S. Supreme Court cases from the background reading and write a 3- to 4-page analysis of the case that contains the following information:

1.What is the factual background of the case? (this section of the paper should be clear and brief).

2.What is the legal issue in the case?

3.What does the court decide?

4.What is the court’s reasoning/justification for their decision?

5.What are the implications of this case for today’s educational leaders? (this section of the paper should be at least one full page).

 

 

Assignment Expectations

Your work should demonstrate the following:

 

-At least 3-4 pages, not counting the title page and references.

-A clear introduction that orients a reader to the essay main content, and the main points discussed.

-A well-developed, well-balanced essay body that develops each point in its own paragraph.

-A concise conclusion that summarizes the whole essay.

-Include at least three references. Quoted material should not exceed 10% of the total paper (since the focus of these assignments is critical thinking). Use your own words and build on the ideas of others. When material is copied verbatim from external sources, it MUST be enclosed in quotes. The references should be cited within the text and also listed at the end of the assignment in the References section. Follow the APA Style® format, see www.apa.org.

-At least one in-text citation for each reference.

-General format/mechanics.

-A reference page which follows APA requirements.

-Organized in a clear and coherent manner.

-Double spaced with font size of 12.

 

Your writing should:

 

-Be clear, logical, and precise.

-Have breadth and depth.

-Show critical-thinking skills.

 

 

 

What do you know or recall about this product/service offering?

/in /by

MBA404 Consumer Behaviour& Marketing Psychology
Consumer Decision –Making Process
Workshop 2
Copyright Notice
COPYRIGHT
COMMONWEALTH OF AUSTRALIA
Copyright Regulations 1969
WARNING
This material has been reproduced and communicated to you by or on behalf of Kaplan Higher Education pursuant to PartVB of the Copyright Act 1968 (the Act). The material in this communication maybe subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act.
Do not remove this notice
This Topic’s Big Idea
“Individuals engage in a different decision-making process”
Learning Objectives
1.
Explain why marketing managers should understand Consumer Behaviour.
2.
Analyse the components of the consumer decision-making process.
3.
Identify the types of consumer buying decisions and explain how they relate to consumer involvement.
4.
Identify and understand the cultural, social, individual and psychological factors that affect consumer buying decisions.
To recap:
Consumer Behaviour–Processes a consumer uses to make purchase decisions, as well as use and dispose of purchased goods or services.
•
Includes factors that influence purchase decisions and product use.
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Consumer Decision Making Process
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Step 1: Need Recognition
•
Occurs when a consumer is faced with an imbalance between actual and desired states.
–
Stimulus: Any unit of input affecting one or more of the five senses
•
Sight, smell, taste, touch or hearing.
•
Want: Recognition of an unfilled need and a product that will satisfy it.
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Engage Learning, pp 46 -56
Workshop Activity -Step 1
In this workshop activity students are required to discuss each of the consumer decision-making process steps,based on a product or a service of their choice.This activity requires the use of a laptop/tablet/mobile phone.Formapairorasmallgroupof3peopleanddiscussthefollowing:
Identify stimuli, a need, and a want that you associate with the selected product or service.
Please note that you can have more than one stimuli, need and want.
Step 2: Information Search
Internal information search:
•
Process of recalling information stored in their memory.
External information search:
•
Process of seeking information in the outside environment.
Non-marketing controlled information source:
•
Product information source that is not associated with advertising.
Marketing controlled information source:
•
Product information source that originates with marketers promoting the product.
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Step 2: Information Search
Evoked set: Group of brands, resulting from an information search, from which a buyer can choose
•
Perceived risk:

Knowledge;

Confidence;

Product experience;

Interest in outcome.
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Workshop Activity –Step 2
•
What do you know or recall about this product/service offering? Discuss with your fellow students and make some notes.
•
Using your telecommunication device, conduct a search for information about this product/service offering. Record information in the notes section.
•
Now your task is to group this information into the following two categories:
–
Non-marketing information
–
Marketing information
Step 3: Evaluation of Alternatives
Potential Alternatives:
•
Awareness Set
–
Evoked Set (considered alternatives)
–
Inert Set (back up alternatives)
–
Inept Set (avoided alternatives)
•
Unawareness Set
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Workshop Activity –Step 3
Based on the information gathered in the second step, construct an awareness set and identify the unawareness set
Evoked Set Inert Set Inept Set
Step 4: Purchase
Different considerations in regards to how will you purchase product/service:
–
Use of individual income
–
Credit Cards
–
Personal Secured/Unsecured Loans
–
Home Loans
–
Lease Agreement/Rent Agreement
–
Lay-by/ClicknCollect/Afterpay
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Workshop Activity –Step 4
•
Based on the evoked set of alternatives, identify purchasing method/s available to you as a consumer.
–
Which purchasing method/s is/are most appealing to you? Why? Provide reasons for your answer.
•
Please consider individual circumstances such as yearly income and affordability before making a decision about your preferred method of purchase
Step 5: Post Purchase Behavior
Cognitive dissonance:
–
Inner tension that a consumer experiences after recognising an inconsistency between behavior and values or opinions.
Marketing can minimise this through:
•
Effective communication
•
Follow-up
•
Guarantees
•
Warranties
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Workshop Activity 1 –Step 5
Cognitive Dissonance
Watch me:

•
After you have purchased the product/service of your choice, did you experience cognitive dissonance? Why? Provide a detailed explanation.
•
Did the company that sold you this product/service attempt to minimise the effect of cognitive dissonance? If yes, how so? Provide an example.
Types of Consumer Buying Decisions
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Determining the level of consumer involvement
•
Previous experience
•
Interest
•
Perceived risk of negative consequences
•
Situation
•
Social Visibility
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Workshop Activity 2
Type of Consumer Buying Decision
Based on the information gathered in the previous activity, identify the type of consumer buying decision using criteria such as involvement, time, cost, information search and number of alternatives available.
Provide reasons for your answer.
Assessment 1 Overview
Assessment Title
Individual Video Project
Length
7 minutes (no more)
Weighting
25%
Total Marks
100
Submission
Online via Moodle
Due Date
Week 6
Description
In this individual assignment, you will be given an opportunity to explore contemporary marketing issues related to consumer behaviour. You are required to create a 7-minute video, in which you must discuss and critically analyse your recent purchase of a product or service based on the 5-step Consumer Decision Making Process.
Next Week
Psychological Factors: Motivation, Needs, Beliefs and Attitudes.

What was the purpose of adding magnesium sulfate in this experiment?

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CHEM 2020 Lab 5 Formal Report Questions
Fall 2017
NOTE: These questions only comprise a portion of your formal lab report. Please refer the formal report guidelines on Moodle for the complete set of instructions on how to write this report.
1.If a student performing lab 5 accidently used acetone as the reaction solvent instead of diethyl ether, whatwould the major organic product(s) be? Draw the structure of the product(s) using chemical drawing software as part of your answer and explain why it is formed (no mechanism necessary).
2.What was the purpose of adding magnesium sulfate in this experiment?
3.Grignard reagents react with both aldehyde and ketone functional groups. How do you predict the reactionrate would change if the aldehyde in lab 5 was switched to a ketone? Explain your answer.
4.Acid chlorides (R-COOCl) are a functional group that can be synthesized from a carboxylic acid, and are veryuseful as “building blocks” for a wide variety of reactions. They react with Grignard reagents in a 2:1 ratio of Grignard:acid chloride. Predict the major organic product of the following reaction and show the mechanism for how it is formed (using chemical drawing software). HINT: check chapter 10 of the textbook! Fall 2018

What can be done to develop an individual’s ability to lead?

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1.     Assessment Brief

1.1.       Brief

Part A:

Max 2,000 words

Complete five (5) pieces of reflective writing that may be based on lectures, seminar activities, recommended videos and/or readings that have been undertaken during the module. A list of themes is provided below to ensure that you are able to meet the learning outcomes.

Part B:

750 words Max 1,000 words

Complete a personal statement identifying how you have met the learning outcomes for this module through your reflective writing.

Tasks

Part A: (2,000 words)

Complete five (5) pieces of reflective writing that may be based on lectures, seminar activities, recommended videos or readings that have been completed during the module.

Topics

  • A leader’s effectiveness in influencing others. ( situation: a colleague has been too emotional, throwing different objects to the wall, showing his unhappiness and etc., showing his anger next to the team; please use Big Five Analysis, The Natural Leader analysis, Impulsiveness analysis. Please talk here about low emotional intelligence and how to Improve self awareness. Key learning can be : the person needs more training; to put him to work with the same people like him, to pay for a coach or mentor, the person showed cycological game playing damaging his own reputation)
  • Ethics and the ‘dark side’ of leadership. ( situation: new manager that just joined the company has done 360 degree feedback, announced the results in open meeting. Please use analysis such as Abuse of power, Mayers Briggs personal diagram. All about me attitude, the situation is ambush, lost trust straight away)
  • Using different styles of leadership successfully. ( situation: whilst working as a bouncer in the night club, the owner allowed to be fully in charge and to make a decision on further actions. Please use model such as Delegation style model and etc)
  • When leadership is completely different from management.
  • What can be done to develop an individual’s ability to lead?

You need to relate your reflective writing to concepts, models and theories of leadership and also to YOUR OWN EXPERIENCES OF LEADERSHIP. This can relate to all, or some of the situations below:

  1. Your own personal experiences as a leader in formal or informal situations.
  2. Your own personal experiences of people who currently have, or previously had a leadership responsibility for you.
  3. Leadership in companies you are working for or have worked for in the past.
  4. Leadership in voluntary/community/political/cultural organisations or groups you have worked with.
  5. Leadership in organisations known well to you, where you have seen the impact of those responsible for leadership on people you know.

Structure for reflective writing (About 400 words per topic)

Each reflective piece needs to include the following:

  • An introduction, outlining the reasons for choice of topic/situation/leader.
  • An analysis of the topic which describes the situation and also incorporates relevant leadership models, theory and principles to analyse the situation.
  • A concluding statement which captures key learning.

Structure:

  1. Introduction (50 to 75 words)
  2. Analysis (250 words)
  3. Conclusion/key learning (75 – 100 words)

Example:

A leader’s effectiveness as a leader and their ability to influence a specific situation.

Introduction

One of my first experiences as a leader was being asked to act up as temporary supervisor in a sports retail store, leading a team of 6 colleagues of whom I had always got on really well with. However, it was these relationships which prohibited effective leadership.

Analysis

I’ve always had a strong relationship with everyone, considering them good friends rather than colleagues. However, Gentry (2015) notes that it can be hard to manage former co-workers as some fail to take tasks seriously, attempting to use their “friendly relationship” to their advantage.  This was certainly an issue for me, as some team members became lazy frequently arrived late

Although I knew these were issues that had to be addressed, I feared confronting the team could damage our existing relationship. Therefore, I ignored the issues, and attempted to complete the unfinished work myself. However, this only led to further problems and presented me as a weak leader.

Figure 1 represents a self-assessment of my leadership at this time, by applying Kirkpatrick and Locke (1991) listed leadership traits. Although I had some strong leadership traits, which included good knowledge of the business, my self-confidence prevented me from becoming a successful leader. Not being confident enough to approach the team to address the problems I had noticed, actually decreased my motivation to lead.

 

Trait My score out of 5
Drive 4
Desire and Motivation to Lead 2
Honesty and Integrity 3
Self-confidence 2
Intelligence 4
Knowledge of the business 5
Other Traits (weaker support): charisma, creativity/originality, flexibility 4

 

Also, only being given the title of ‘temporary supervisor’ meant I lacked ‘legitimate power’ of formal position to make demands of my co-workers (French & Raven, 1959 – See Figure 2). My colleagues picked this up and consequently allowed standards to drop. Additionally, without the threat of ‘coercive power’, staff were non-conformant to typical expectations, likely because there was no fear of punishment (McCrosky at al, 1983).

Conclusion

As Groon (2003) states, “there can be no leaders without followers”, therefore, my overall lack of support made it hard to become an effective leader. In future, I would consider operating as a “self-managed team” (SMT) where employees share the responsibility and work load, rather than having one outright leader (Nahavandi, 2015).  Instead of allowing standards to drop, this would have improved efficiency and productivity by sharing a common goal (Burns, 2017).

One action I would implement is to hold a short team briefing meeting at the beginning of each day and agree key tasks and responsibilities with the team, giving team members some say in how these are decided.

Part B: (1000 words)

Complete a personal statement identifying how you have met the learning outcomes for this module. Your content in Part B can relate to your own experience of leadership or the wider business world.

You must include the following elements, (which directly relate to the learning outcomes).

  1. Assess the strengths and limitations of two leadership theories when applied to leadership in practice.
  2. Critically evaluate the strengths and limitations of two leadership concepts and frameworks in solving problems in different contexts.
  3. Appraising two different factors and contexts which impact on leadership practice.
  4. Analysing how the concept of ethics can impact on leadership and decision-making.

1.2.       Assessment Submission Structure (for Parts A and B)

  1. cover sheet
  2. Title page
  3. Table of contents
  4. Leadership
  5. Ethics
  6. Leadership styles
  7. Leadership and management
  8. Developing leadership ability
  9. Personal statement
  10. References
  11. Appendices

1.3.       Assessment Marking Scheme (Student Version)

The assignment is marked out of 100. The following table shows the mark allocation and the approach required.

Assignment Part Mark Approach
Part A – five reflective pieces

 

Indicative word-count:

400 words x 5

(2000 words in total)

 

   For an excellent mark, the reflective pieces will:

–     Provide an in-depth coverage of the concept of leadership, supported by a wide range of leadership theories and models, which will be insightfully applied to specific situations that you have personal experience of.

–     Show insightful appreciation of different contexts and how leadership needs to adapt to the needs of key stakeholders and the wider situation.

–     Show creative/innovative thought and incorporate modern leadership theory, accurately relating this to a suitable context related to personal experience or learning.

–     Include insightful coverage of the concept of ethical leadership, which will be clearly explained and integrated into analysis and reflections.

–     Incorporate evidence of significant wider reading and Harvard referencing.
Part B – personal statement

 

Indicative word-count:

750 words

 

   For an excellent mark the personal statement will explain with insight how you have:

–       Assessed the strengths and limitations of two leadership theories when applied to leadership in practice.

–       Critically evaluated the strengths and limitations of two leadership concepts and frameworks in solving problems in different contexts.

–       Appraised two different factors and contexts which impact on leadership practice.

–       Analysed how the concept of ethics can impact on leadership and decision-making.

 

 

1. What drove the sourcing decisions on the part of all three business organizations described in the case studies for this session?

/in /by

Case 1: Outsourcing[1]

Southwest Bankers, Inc. (not it’s real name) through its subsidiaries, provides financing for industrial and commercial properties, for interim construction related to industrial and commercial properties, and for equipment, inventories, and accounts receivable.  The bank also offers acquisition financing, commercial leasing, and treasury management services as well as a host of consumer banking products and services, such as checking accounts, savings programs, automated teller machines, overdraft facilities, installment and real estate loans, home equity loans and lines of credit, drive-in and night deposit services, and safe deposit facilities.  Internationally, Southwest has both a commercial and a consumer banking presence in Mexico where it accepts deposits, makes loans, issues letters of credit, handles foreign collections, transmits funds, and deals with matters of foreign exchange.

The company also acts as a correspondent for other financial institutions, primarily other, local banks in Texas, providing trust, investment, agency and custodial services for individual and corporate customers, and sales and trading, new issue underwriting, money market trading, and securities safekeeping and clearance services for fixed-income institutional investors.   In line with its overall business strategy to provide the most complete portfolio of financial management services, Southwest also offers insurance and securities brokerage services, advisory and private equity services to middle market companies in Texas, and loans to qualified borrowers for the purpose of financing the purchase of property and casualty insurance.  In terms of corporate clients, Southwest Bankers focuses on the energy, manufacturing, services, construction, retail, telecommunications, healthcare, military, and transportation industries.  The company was founded in 1868 and is headquartered in San Antonio, Texas.  For all intents and purposes, Southwest is a healthy and viable financial services institution.

Recent business growth has placed the organization in the position of requiring a series of major computer hardware and software upgrades. Although the IT organization is performing well, with high marks from the user community, the company has decided to explore whether to outsource some, or perhaps all, of its IT organization.   Their thinking in this matter is driven by the view of executive management that though IT is a key enabler of the bank’s operational (a.k.a. transactional) and management activities, the running of a successful IT services organization is not one of Southwest’s core competencies.  Their strategic focus is the expansion of their banking services into the Southwestern United State, Mexico and perhaps other Latin American countries.

Southwest therefore developed a request for proposal (RFP) to outsource their internal IT organization and sent this document to several companies with the capabilities and tested experience to provide the necessary range of IT services required of the bank.  After evaluating the responses and visiting the facilities of those who responded, the decision was made to outsource the entire IT organization to XYZ Computer Services (not their real name).  A contract was signed with the successful bidder. The transition was accomplished smoothly over a period of months.  The outsourcing vendor hired most of Southwest’s IT staff onto their own payroll and now operates and updates Southwest’s entire IT platform as required to meet the needs of the client under this fee-based arrangement.

Case 2: Partnering

Reliable Utilities, Inc. (not it’s real name) is a regional, investor-owned electric and gas utility, with revenues of approximately $3.3 billion and assets totaling approximately $7.8 billion.   The company transmits and delivers electricity and gas to 1.1 million electric customers in 81 communities and nearly 300,000 gas customers in 51 communities.  Reliable employs more than 3,100 employees in its regulated business

Reliable Communications, Inc. is an unregulated subsidiary involved in telecommunications activities over fiber optic networks.

Reliable Energy Systems, Inc. is an unregulated subsidiary that provides heating, chilled water services, and electricity to several hospitals, medical research centers and teaching institutions in its major metropolitan service area.

Reliable LNG Corp., a third unregulated subsidiary, operates liquefied natural gas facilities in two local communities to supplement pipeline supply during the winter months.

The IT Organization within Reliable Utilities, Inc. services the IT needs of the parent organization and all of its subsidiaries.

The drive for increased efficiency and cost management led the Reliable Utilities, Inc. IT organization to employ increasingly sophisticated and complex technologies (e.g., wireless remote meter reading; GPS systems in service vehicles; complex mapping systems of embedded pipes, conduits and wiring, etc.).  Challenged to find, hire, and retain staff to deploy and maintain these systems, the IT organization launched a search for a partner who could provide a wide range of technical personnel for short- or long-term assignments as needed, and who could flexibly respond to evolving IT staffing needs on short notice.  However, in order to maintain close relationships with the user community and to be on top of or to anticipate staffing and expertise requirements as these emerged from planning discussions, this partner needed to work in-house, as though he/she was part of the Reliable Utilities, Inc. IT organization.

The CIO of Reliable Utilities, Inc. therefore developed a request for proposal (RFP) and sent this document to several companies with the necessary range of services.  After evaluating bidder responses and interviewing their key personnel, she negotiated a contract with the winning bidder.  Under this agreement, a senior on-site partner executive operates as a member of the Reliable Utilities, Inc. CIO’s staff, attending staff meetings and participating in strategic planning sessions.  This individual then dynamically assigns external IT resources to Reliable IT projects as the need arises.  Once a project is completed, the partner’s people will leave, turning over the day-to-day running of the new IT-enabled platforms and services to Reliable’s own IT organization.  As part of this hand-off, the departing experts will transfer their knowledge of the new systems to Reliable personnel.  This process is referred to as “technology transfer.”

Case 3:  Unwinding an outsourcing relationship

The State Retirement System (SRS) (not its real name) is a defined benefit plan qualified under section 401(a) of the Internal Revenue Code.  SRS provides benefits to its eligible members and their beneficiaries upon retirement, disability, or death. SRS has approximately 53,000 active members including firefighters, police officers, teachers, and state and local government employees. Approximately 22,000 individuals currently receive a monthly benefit from the System.

For many years, consistent with best practice, SRS had retained a consulting actuary to guide its calculations of benefits that would be paid to its members based on the terms in their respective contracts and the level of their past contributions to the retirement funds managed by SRS.  In addition to consulting services, the consultant has provided SRS with a unique payroll system under an outsourcing agreement, where SRS members make payroll contributions into the system and they then receive benefit checks from the system upon retirement.  Other services, such as investment management, are also provided by other external third-party vendors.

Over the years both Federal and State tax law changes have required the consultant to reprogram his software to bring it into compliance.  Given the ager of the information system in question, these changes have become increasing difficult to accomplish.  The added effort required has been billed to SRS.  Faced with increasing administrative costs, and given difficulties in modifying the payroll system to accommodate legislative changes, SRS decided to explore whether to work with their vendor on modifying the existing arrangement and system or to acquire and operate a state-of-the-art retirement management system in house.  As it so often happens, in the many years since in inception of SRS’s home-grown system, a number of commercial product equivalents have entered the market place.

To make this decision, SRS first developed the overall requirements for the new system.  This exercise revealed a number of issues with the existing system.  Then they developed a RFP describing their needs and sent this document to qualified IT system providers.  The companies were required to define the costs to obtain and configure the hardware that would be needed to operate their prosed product offering (i.e. the proposed information system), the installation costs for the new system, the costs to convert and move the SRS data from the existing vendor-based system to the envisioned in-house system, and the cost to train SRS staff on system operations. Per the RFP, the vendor would perform system maintenance under a separate agreement.

After evaluating the responses and interviewing the bidders, SRS found that they were much better off with bringing this core service of the firm back in house.  They therefore reached an agreement with the chosen vendor and implementation began.  First the hardware was ordered and a data center was located and built within the SRS building.  The vendor then assisted with configuring the hardware, and installing the software.  The firm’s records on the old system were converted to run on the new software. User training and system acceptance testing took place over a period of several months.  Once the parallel run results were certified by the auditors, SRS began operations with the new system and sunset the old outsourced solution and its own – their former actuary.

[1] Unlike a few of the other of the cases in MISM 2301 that feature fictitious but highly-representative business organizations, the companies mentioned in these three case studies are in fact real but their identities are disguised at the request of the sourcing specialist who consulted with these organizations.